925. Q&AF: Mastering Public Speaking, Building Irresistible Offers & Going All In On Your Dreams

On today’s episode, Andy answers live call-in questions on building confidence in public speaking, creating offers people can’t refuse, and making the scary moves that bring your dreams to life.

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

• 0:02Andy Frisella?

  What is up guys, it's Andy Frisella and this is the show for the realist, say goodbye to the lies, the fakeness and delusions of modern society and welcome to motherfucking reality guys. Today we have Q and A F, that's where you submit the questions and we give you the answers. Now you can submit your questions to be answered on the show a few different ways. The first way is, guys, email these questions in to [email protected]. Or you go on YouTube and click the link right underneath the video of the Q and A F videos. You can submit your question and maybe we'll put you on the show.

• 0:46Andy Frisella?

  All right, you can be a live call in. So, other times we're gonna have C T I, that stands for Cruise the Internet. As we talk about current events, we speculate on what's true and what's not true. And then we talk about how we, the people have to solve these problems going on in the world, typically through winning. And then we have 75 hard verses, 75 hard verses, and we've got a good one coming up with those.

• 1:12Andy Frisella?

  75 hard verses where people who come in, who have used the 75 hard program to recalibrate their life, take their life from a place they didn't want it to a place that they are extremely happy being. If you're unfamiliar with the 75 hard program, it is the world's most popular mental transformation program ever. You get it for free at episode 208 on the audio feed. There's also a book, the book can be purchased at andyfrisella.com. It is not free, it's called The Book on Mental Toughness and includes the entire Live Hard Program plus a whole bunch of other good information on mental toughness, how to cultivate, how to use it to become the ultimate version of you. That's pretty much what we got going on, we got real talks, Real Talk 520 Minutes, we giving you some real talk, but that's kind of the show breakdown.

• 1:56Andy Frisella?

  All right, shows within the show, today we're gonna get better.

• 2:02Andy Frisella?

  That's what we're gonna do. So, uh, don't forget to share the show if the show gives you good info. Um, we're not selling anything here. All right. Just very simply, I ask that you share the show. So don't be a hoe.

• 2:12Speaker 01

  Share the show.

• 2:13Andy Frisella?

  All right. What's up?

• 2:15Speaker 01

  What's going on?

• 2:16Andy Frisella?

  Nothing.

• 2:17Speaker 01

  My guy?

• 2:19Andy Frisella?

  Oh, nothing, man.

• 2:20Speaker 01

  Yeah, busy day?

• 2:21Andy Frisella?

  Fucking right.

• 2:21Speaker 01

  Mm-hmm.

• 2:22Andy Frisella?

  Like every day. You know, this shit's easy, actually.

• 2:24Speaker 01

  Yeah.

• 2:24Andy Frisella?

  I actually bought a $900 course last week.

• 2:27Speaker 01

  Mm.

• 2:28Andy Frisella?

  Fucking, here we are.

• 2:29Speaker 01

  Yep.

• 2:29Andy Frisella?

  It was awesome.

• 2:30Speaker 01

  Mm-hmm.

• 2:31Andy Frisella?

  Best course ever.

• 2:32Speaker 01

  Yep.

• 2:33Andy Frisella?

  You know?

• 2:33Speaker 01

  Made the bajillion dollars today.

• 2:35Andy Frisella?

  One week.

• 2:36Speaker 01

  Yeah.

• 2:36Andy Frisella?

  Nine hu- I actually paid $997 for it. That's the price point.

• 2:41Speaker 01

  What's going on? I did- dude, I gotta get a course, um, on pranking.

• 2:46Andy Frisella?

  I got a course on shutting the fuck up. How about that one?

• 2:49Speaker 01

  I haven't had that one yet.

• 2:50Andy Frisella?

  I know. I got it for you.

• 2:52Speaker 01

  Why for me?

• 2:53Andy Frisella?

  Yeah.

• 2:55Speaker 01

  No, I do- I got- I need to take a course on fucking pranking people, man.

• 2:58Andy Frisella?

  Why?

• 2:59Speaker 01

  I got some, uh, so the, the dick cases, you guys saw my story the other day, um, somebody put some, uh, miniature penises on my valve steam stem covers.

• 3:09Andy Frisella?

  Those weren't miniature?

• 3:10Speaker 01

  No, they were not.

• 3:11Andy Frisella?

  anatomically correct?

• 3:12Speaker 01

  Yeah, for, um, they just-

• 3:13Andy Frisella?

  For you?

• 3:14Speaker 01

  They- yeah, okay. Um, anyways, I found out who it is. Um, I know them and I'm not going to say their names.

• 3:21Andy Frisella?

  Are they in this room?

• 3:22Speaker 01

  No. No. Not in this room.

• 3:25Andy Frisella?

  Hmm.

• 3:26Speaker 01

  But, um, I'm, I'm, when I say the revenge is gonna be so sweet.

• 3:32Andy Frisella?

  Will they normally be in this room?

• 3:34Speaker 01

  No. Uh-uh. They're in this building.

• 3:37Andy Frisella?

  Oh, I'm where?

• 3:39Speaker 01

  They're in this building. I'm coming. I'm, I'm-

• 3:42Andy Frisella?

  Now I gotta go check all my cars for dicks.

• 3:46Speaker 01

  I, I, okay, I gotta be fully transparent with you. I actually thought it was you first. Like, my mind, for my first mind, I'm like-

• 3:53Andy Frisella?

  I'm way too lazy to do that.

• 3:56Andy Frisella?

  There's no fucking way.

• 3:58Speaker 01

  And I'm just like, no, man, like, that's my guy. Like, he's not gonna do that to me. He's gonna put dicks- he's not gonna dick me down, you know what I'm saying? Like, you're not gonna do that.

• 4:04Andy Frisella?

  I'm definitely not digging you down.

• 4:05Speaker 01

  Yeah, I'm like, why would it- why- anyone would do that, you know?

• 4:07Andy Frisella?

  No, I wouldn't.

• 4:08Speaker 01

  Yeah. But, um, I'm glad that it wasn't you. Yeah, it was just somebody else.

• 4:14Andy Frisella?

  I think it might have been Dave.

• 4:15Speaker 01

  Dave?

• 4:16Andy Frisella?

  Dave, the maintenance man.

• 4:17Speaker 01

  Why would he do it? Fuck it.

• 4:21Speaker 01

  They ain't got nothing on me, man. I didn't do nothing to Dave.

• 4:23Andy Frisella?

  I think Dave doesn't like you.

• 4:24Speaker 01

  Dave's cool, man. He's alright.

• 4:25Andy Frisella?

  Dave, Dave definitely dicked your tires up.

• 4:28Speaker 01

  I'm gonna tell you who it is off air. You'll know exactly.

• 4:30Andy Frisella?

  Alright, tell me who it is. We'll beep it out.

• 4:33Andy Frisella?

  Oh, that makes sense.

• 4:34Speaker 01

  Yeah.

• 4:34Andy Frisella?

  Yeah, it's definitely him.

• 4:35Speaker 01

  Yeah, it was actually him and uh

• 4:38Andy Frisella?

  That's definitely

• 4:39Speaker 01

  And fuck back there.

• 4:40Andy Frisella?

  That's definitely him.

• 4:41Speaker 01

  Three little fucking blind mice. I'm gonna fuck them all up.

• 4:43Andy Frisella?

  Okay.

• 4:44Speaker 01

  Mm-hmm.

• 4:44Andy Frisella?

  Yep.

• 4:45Speaker 01

  Bleep all of that.

• 4:46Andy Frisella?

  Yeah.

• 4:46Speaker 01

  Cause I don't want them to know.

• 4:47Andy Frisella?

  Nope, that's, that makes sense.

• 4:48Speaker 01

  Yeah.

• 4:50Andy Frisella?

  Well. Sounds like a hate crime.

• 4:52Speaker 01

  That's what it is. That's what it is. I mean, they put these miniature penises. They're not even fucking to scale. You know?

• 4:58Andy Frisella?

  And a little smaller.

• 5:02Speaker 01

  Yeah, man.

• 5:03Andy Frisella?

  Hey, we gonna, we gonna do the show?

• 5:04Speaker 01

  Yeah, let's do it, man. I'm done.

• 5:06Andy Frisella?

  We're just gonna talk shit.

• 5:06Speaker 01

  Yeah, I mean, listen, I'm fine either way. I can go both ways.

• 5:10Andy Frisella?

  I'm aware. Let's do the show.

• 5:15Speaker 01

  What are you guys doing?

• 5:16Andy Frisella?

  You can't fucking fuck me, bro. I'm fucking

• 5:20Andy Frisella?

  You said you were gonna go both ways.

• 5:22Speaker 01

  Yeah, I'm saying like, we could talk shit and we could get better. You know what I'm saying?

• 5:26Andy Frisella?

  Yeah.

• 5:30Speaker 01

  Guys, uh, it's Q and A F, man. Let's uh, let's make some calls.

• 5:34Andy Frisella?

  DJ's got his fucking prison fantasies.

• 5:39Andy Frisella?

  What?

• 5:41Andy Frisella?

  Did you see that video I sent you the other day about that?

• 5:43Speaker 01

  Mm-mm.

• 5:44Andy Frisella?

  Oh, man.

• 5:45Speaker 01

  Which one? You send me a lot, bro.

• 5:47Andy Frisella?

  Yeah, I know.

• 5:48Speaker 01

  You're the reason I

• 5:48Andy Frisella?

  It's usually for the show. It never makes it in the show, though. The show would be much funnier if it did.

• 5:53Speaker 01

  Would it?

• 5:55Andy Frisella?

  We got callers?

• 5:56Speaker 01

  It'd be something. Yeah, we do.

• 5:57Andy Frisella?

  Are they waiting?

• 5:57Speaker 01

  Yeah, yeah, they're literally waiting.

• 5:59Andy Frisella?

  What the fuck are we doing?

• 6:00Speaker 01

  They hear all of this, actually.

• 6:01Andy Frisella?

  Oh, dude.

• 6:05Speaker 01

  Let's go. Now, let's get our first caller, man. Let's get Kennedy on the line.

• 6:08Andy Frisella?

  Kennedy.

• 6:09Speaker 01

  Kennedy. Let's give uh, Kennedy a call.

• 6:22Speaker 02

  Hello.

• 6:23Andy Frisella?

  Hello, Kennedy.

• 6:25Speaker 02

  Hi, how are you?

• 6:26Andy Frisella?

  I'm good. How are you? This is DJ. What's going on?

• 6:30Speaker 02

  Nothing much. Just working. How are things going in St. Louis?

• 6:33Andy Frisella?

  Yeah, they're good. They're hot.

• 6:36Speaker 02

  It's hot in Oklahoma here, too.

• 6:38Andy Frisella?

  I bet. So what's up, Kennedy? How can we help you?

• 6:43Speaker 02

  Well, I mean, first, I know you guys hear this all the time, but I just wanted to thank you for all that you do through this podcast. And the lessons and the wisdom that you guys have shared has just completely changed me professionally and personally. So just thank you for that. So what I was just wanting some advice on, I work for an incredible organization and I've recently been invited to attend meetings with our executives and leadership. And during our one-on-one meetings with executives, I feel like I perform well. I know how to collaborate and how to give ideas and help the organization grow.

• 7:27Speaker 02

  But during like large group meetings with the entire team, I feel that I'm the quietest one. I freeze under pressure. And I don't know if it's the fear of saying something wrong or just the pressure getting to me. So just any advice that you could give to maybe help maybe push through the uncomfortableness of these large group meetings.

• 7:55Andy Frisella?

  For sure. I think this is something that a lot of people struggle with. I think a lot of people really end up in a place they don't want to be in life because they lack the simple courage to speak up and say things when appropriate. And I could tell you for, I'll give you two perspectives. One for me.

• 8:15Andy Frisella?

  I was never comfortable in front of a group of people. That is not something that was natural for me. Um, I remember the first meeting I gave that was like an official meeting and I stood in front of like, I don't know, 10, 12 people. And I mean, I was scared to death, dude. I was scared to death. I had a one sheet outline. I had never really given a meeting. My hand was shaking. I was nervous. I was sweating. I, I dude, I drank a beer before, before the meeting to try and calm down. Like that was my dad's advice. My dad's like, drink a beer, you'll feel better. So I got a beer and I drank that. Didn't work. Um, and I was terrified.

• 9:00Andy Frisella?

  And, uh, I read the, I read the meeting, you know, and it like, dude, imagine what you guys think of me personally now being able to deliver a message versus, uh, the complete polar opposite. And that's where I started at. And I say that because it's important for everybody to understand that even the people that you look up to, you think are highly skilled at certain things, they didn't just come out of the womb that way. They weren't born that way. And I don't have a problem admitting that. I, I was not very smart. I didn't know how to speak. I was scared. I was

• 9:38Andy Frisella?

  timid. I was afraid to, to really do anything. And the only reason that I ever did anything is because I had to do it. And it put me in a position, uh, you know, with business where I was forced to take action, even when I didn't want to. There wasn't an option for me not to do it. And if I didn't have that pressure, I wouldn't be the person that I am today. So just to start, and this is for you, Kennedy, and for everybody else listening, this is a skill that you have to develop. And that's what we have to look at it is. A lot of people look at these things and they say, well, I'm not very vocal and I'm not an out, I'm a, I'm an introvert and I'm not

• 10:19Andy Frisella?

  extroverted and this and this and this. Look dude, the world doesn't give a shit if you're an introvert. What it cares about is do you contribute? And the world's not just going to take it easy on anyone because they have a little bit of fear of saying the thing. And people are going to say, oh, well, you know, he's an introvert or she's an introvert and give you points for that. No one, no one cares. And so what happens is people think because they identify themselves as an introvert, that that gets them off the hook from actually having to speak or say or do or be assertive. And if you don't do those things, if you're not assertive, you never get recognized and you'll never move forward.

• 11:04Andy Frisella?

  And that is the ultimate conclusion that we have to come to for those of us who are not comfortable naturally speaking our minds or being in front of people. And the way that we conquer that is we put ourselves intentionally in positions where we get reps at that. And I was very fortunate through building multiple companies to have opportunities to give meetings and sit in meetings hundreds, thousands of times, which then made me very comfortable. Um, I had the opportunity to speak in front of our company, which is now, you know, 500 people, thousands of times, which got me reps at speaking. And so now I'm comfortable and it's just like anything else.

• 11:49Andy Frisella?

  We have to take our skillsets that we are weak in and we have to make them strong through repetition and practice. And so with all of that being said, the first thing that we have to do is look for opportunities to to assert ourselves. So when you're in a meeting and you're in this situation and you have all this pressure and you're freaking out and you're saying, oh, you know, I don't, I don't want to say this because I might be wrong or I don't want to say this because I, I don't want to sound stupid or this or that or this. Dude, that should become your trigger to speak. Okay. Because what damage can you really do? All right.

• 12:31Andy Frisella?

  If you're someone who is an intelligent person and you're sitting there and you're coming up with ideas and answers that you know you can contribute to the mission.

• 12:46Andy Frisella?

  And you're talking yourself into being quiet. What that usually means is that you're a highly intellectual person. Because you're overthinking what's actually going on. All right, and you have to remember that whatever comes out of your mouth is probably going to be pretty good. Because the dumb motherfuckers, they're not hesitating. You know what I'm saying? They're raising their hand and just spouting shit out. You, on the other hand, are thinking very calculated. You're listening most of the time and speaking when it's appropriate. And that should give you confidence because you have the awareness of when I should speak and when I shouldn't speak. That when you feel you should speak.

• 13:30Andy Frisella?

  You should, okay? You know that you have something to contribute. You should do that. All right, now that's the, that's the carrot. That's the positive part. You can always work this skill in. You can always become better. You can always learn this skill and you should, everybody should. But here's the, the stick. All right, this is the part that hurts. If you don't do it. If you don't speak up. If you sit there and freeze up. You will never move forward because you are not displaying your value to the team. And not only will you never move forward. Eventually, when they start looking at who's replaceable and who's not.

• 14:14Andy Frisella?

  They're going to look at the people who are quiet. Even if the people who are quiet are highly skilled and really good. If nobody knows they're highly skilled and nobody knows they're really good and they don't speak up for themselves. They're going to get cut from the team. Okay, even for lesser skilled people that speak up. Because the perception is people who are willing to contribute are smarter than the people who are staying quiet. The perception from a manager or a leader or an, uh, an executive is usually, not always, usually. And when I say usually, I mean in the upper 90%. The perception of the quiet person is going to be that they bring less value.

• 14:57Andy Frisella?

  That is what you have to understand. And that's reality. It might not be true, but perception is reality in life and business.

• 15:07Andy Frisella?

  And so you have to really, really, really start to force yourself to contribute if you want people to recognize the value. And a lot of people have the problem with this because they see themselves as humble and they see themselves as I'm bragging if I, if I talk about the things I do good or say the things I do good. Look, guys, if you don't toot your own motherfucking horn, nobody's going to tune it for you. The world will pass you up. The world will ignore you and you'll die with all this shit on the inside. I could have done this. I could have done this. I should have said this. I should have said that. When in reality, dude, you got nothing to lose by saying it. So it's, it's a very mental, it's a mental mind fuck that we all have to work through.

• 15:52Andy Frisella?

  And it's also a lack of skill that we all have to work through. And this is not exclusive to Kennedy. This is something that almost everybody has. And for you guys who sit in meetings and sit in, uh, you know, you're entrepreneurs, right? You're trying to contribute. You have to ask yourself, how much are you really contributing if you're holding your ideas in, inside you? How, how valuable are you really? Because employees tend to have this mentality and this is very, very, very wrong. They have this mentality because they know what they know. They know they have all these ideas and they have all these things and they've got all these things they think should be done,

• 16:34Andy Frisella?

  but they never say it. And then when they end up getting passed over, they get bitter because they feel like, well, I know more than that guy and I'm better than that guy and I've blah, blah, blah than that guy. Yeah, but nobody fucking knows it, dude, because you won't open your motherfucking mouth. Okay. So the reality is unless you open your mouth, unless you have the courage to speak up, unless you contribute, you will be seen, true or not, as someone who is less valuable. So.

• 17:05Andy Frisella?

  I would encourage you to use that nervous feeling of I'm not sure if I should say something as a trigger to say something. And once you do this five, six, seven times, you're going to realize, hey, man, uh, this is, this is, this is great. This is, this is working out. People are receptive to what I'm saying. And even if they aren't, you're on record for saying what you said. And if things don't go right, you can always say, yeah, well, that's why I suggested that six months ago. I'll tell you a real world example for me. I have very few meetings that I attend anymore. I'm chairman of the board of First Form. I'm chairman of the other co- I don't have an active role as CEO anymore at any of my companies. So chairman is what I do. I, I, I

• 17:50Andy Frisella?

  sit in on big picture meetings. There's one meeting that I sit in operationally, that is a regular meeting and that is a Wednesday. You guys will see me post it. I'll post a picture while sitting at the big long table that says, I am First Form. That is our creative department. Okay. That is just our creative. I sit in that meeting and we talk about all the things offense. I call it offense. Okay. All the things we're going to do for getting people in the top of funnel for the brand, uh, the marketing, the, the experiences, the activations, we just go through all of those things. I started that one year ago in August where I was sitting with these

• 18:32Andy Frisella?

  guys. In that year, there has been two or three people in that meeting who, when I started the meeting, I didn't know if they really belonged here. I thought, what does this person actually do? Why is this person here? What do they do? And I kind of went in with a negative attitude of like, all right, we got some people here that probably aren't going to be here a year from now because they don't contribute. And a few of those people, uh, I'm happy to say I was completely fucking wrong about. Because I sat in the meeting and I encouraged everybody to speak up and then these specific people I'm talking about started speaking up. And to the point now where a few of them, I'm like, fuck, those are the motherfuckers.

• 19:15Andy Frisella?

  Those are the people holding it together. Those are the people that are actually making shit happen. And had they stayed quiet, which they had before, I'd never seen them contribute. I'd never seen them talk. My perception was actually the exact opposite of what they were actually doing. And all I had to do was get them to talk. Okay. And now I have two or three new assets in the company that I trust. I believe in, who I think highly of, that a year ago I was like, why is this person really here? And this is where we have to understand that we have to take it upon ourselves to speak up.

• 19:55Andy Frisella?

  Because dude, like I was saying a minute ago, when people start to get passed over, over and over and over again. And they know on the inside, I have this skill, I have that skill, I have this skill, I'm better than that guy. Well, you're not, you're not better than that person because you're missing, just like a business, bro. You can have the best business in the world, the fucking best business in the world. If nobody knows it, you're not going to have any customers. That means you're going to go out of business. So if you look at yourself as the product and you look at yourself as a business inside of an organization. And the value is what your value is personally, then you gotta do the fucking marketing. And the marketing is speaking up, being active, contributing, saying things, pitching ideas.

• 20:40Andy Frisella?

  Putting points on the board, obviously is the most important part. But people gotta know about you, dude. And as much as we want to be humble and meek and say we're introverts and this and that. Nobody can do that for us but us. And this is a big, big, big fucking problem with a lot of people. Because a lot of people act like this because they're good people, man. It's not because, it's not because they're bad people. They're, they're, they don't want to rock the boat. They don't want to look stupid. We all have these insecurities, but what ends up happening, man, is they get passed over and passed over and passed over and passed over. And then they get to be 50 years old and they're like, fuck, nobody ever believed in me. No motherfucker. You didn't believe in you because you didn't have the courage to stand the fuck up and say what you could do.

• 21:26Andy Frisella?

  Okay, so, long story short, you gotta get over it. You gotta force yourself somehow to contribute and you gotta trust yourself that you do have something valuable to say. And that's where that urge comes from to speak and you can't stifle that. Society stifles us over and over and over again, from the time we were little children. They tell us, you could be anything you want. You could be an astronaut. You could be president. You could be a billionaire. You could change the world. But then by the time we get into high school, you say that shit, they're sticking you in a fucking locker. Okay, and our teachers are telling us to shut the fuck up and pay attention.

• 22:07Andy Frisella?

  That's silly and that's not real and you need to grow up and all of these social pressures contribute to us staying quiet. When in reality, dude, for us to succeed, we have to use our voice. We have to be proud of who we are. We have to talk highly of ourselves. Because that's what gets fucking paid, bro. If you look at the biggest names in the world that make the most money, they're not the quietest. Okay, Conor McGregor is one of the highest paid fighters ever. He's got the biggest fucking mouth ever. Who's one of the second most popular, Muhammad Ali, big fucking mouth. Uh, you know, we, we look around at the richest guys in the world. They always got shit to say. Okay, like, this is part of it.

• 22:49Andy Frisella?

  And this whole idea of, I'm humble, I'm meek, I'm just an introvert. That is society's indoctrination, doing its job on us. Because the people who design these social movements to keep us quiet and quote unquote humble. Know that by keeping us quiet and quote unquote humble and small. That none of the good ideas that we have or none of the solutions or none of the cures. Or none of the things that we will build, become, create will actually happen, which makes us easier to control. So, my point in all of this is this. If you don't speak up, you're gonna fucking lose. And that's that.

• 23:33Andy Frisella?

  Are you there?

• 23:34Speaker 02

  You're absolutely right. No, you're absolutely right. I'm just taking it all in.

• 23:38Andy Frisella?

  Dude, Kenny, if you don't do it, you're gonna lose. You gotta do it. You gotta do it. You gotta do it.

• 23:46Speaker 02

  I don't wanna lose and I don't want our organization to lose. So, thank you.

• 23:51Andy Frisella?

  Yeah.

• 23:52Speaker 02

  And it just need the courage and like you said, we get ourself passes for being introverts and the world doesn't give you a pass.

• 24:01Andy Frisella?

  That's correct.

• 24:01Speaker 02

  And that's so good.

• 24:04Andy Frisella?

  Dude, I've sat down with so many people in my years of running companies. And I say, why don't you speak up? And they're like, well, that's just really not my style.

• 24:15Andy Frisella?

  What am I paying you for, dude? I'm paying for your brain. I'm paying for your thoughts. I'm paying for your ideas. I'm paying for your action. Real value isn't just doing the job. Real value is doing the job and then figuring out how to improve doing the job autonomously. And that takes, that takes thought, that takes courage. That's, this is why I said, I, I talk about this a lot privately, but publicly I've said this a few times. I think the biggest reason most people don't succeed in life is because they lack courage. And people take that like as like they don't have the courage to start a business. That's not what I mean. Bro, they don't have a courage to talk to that person that they want to ask out. They don't have the courage to, to go after and say, I have these big goals.

• 24:58Andy Frisella?

  They don't have the courage to speak up in their meetings because they're afraid they're gonna get laughed at. And because they don't have the courage to do any of these things, they end up living a life that they fucking hate. And we saw this during, you know, the last, the last few years where, you know, people didn't have the courage to stand up and say, hey, I don't agree with this or hey, you know, we shouldn't be filling playgrounds with sand, you know, like shit like that. And like dude, it was very obvious to me during the pandemic, why people lose because they didn't even have the courage to say, this is bullshit. And unfortunately, you know, courage is one of the components of success. So,

• 25:35Speaker 01

  You have to do it.

• 25:36Andy Frisella?

  You have to do it. You just gotta fight, bro. You gotta do it. It's impossible to win without it.

• 25:43Andy Frisella?

  I love it.

• 25:43Speaker 02

  Yeah, you're absolutely right.

• 25:45Andy Frisella?

  So.

• 25:47Speaker 02

  Well, thank you guys so much for taking the time to talk about this. I'm definitely going to lean on courage more and whenever I feel that I shouldn't speak up is when I'm going to.

• 25:58Andy Frisella?

  There you go.

• 25:59Speaker 02

  Thank you so, so much.

• 26:00Andy Frisella?

  You're welcome. Just use it as a trigger, man. The first time you start hearing that voice in your head, like I got something to say and then that other voice comes in and says, no, no, no, you're gonna look stupid. Fuck that voice. Do it anyway. Cause like dude, that is what's going to end up making your life the way you want it.

• 26:16Speaker 01

  Love it. Love it. Well, thanks Kenny. Go get it done.

• 26:21Speaker 02

  Awesome. Thanks guys.

• 26:22Andy Frisella?

  All right. Thank you.

• 26:24Speaker 02

  Good to see you.

• 26:26Speaker 01

  Yeah.

• 26:27Andy Frisella?

  Your steal, bro.

• 26:28Speaker 01

  It's massive. I wanted to ask you a piece on this. How important is it to have the confidence on the actual subject matter when it comes to this?

• 26:36Andy Frisella?

  Well, when you know the subject very well, it is a lot easier to be confident about it. You know, the more you know, the subject matter, the less nervous you have to be. You know, one of the things that, that I learned through public speaking, because I know business and entrepreneurship so well and have lived it actually as my whole life, 24 hours a day for so long, like I can literally go out now unprepared and deliver really whatever they want. Like I could, and you've seen me do this. Like I will go to an event if I'm speaking and I will ask the person 20 minutes, 30 minutes before the event, five minutes before, like, hey, what do you want? What do you mean? What do you want? I'm like, what do you want? Like, what do you want me to say? And they like, think I'm joking.

• 27:20Speaker 01

  Yeah, right, right.

• 27:21Andy Frisella?

  Like, they're like, what, what do you mean? I'm like, what do you want? Like, but the reason I can do that is because of two things. One, I know the content. Okay? I'm very confident in the content and I'm so confident in the content that I have no problem, no matter who it was, it could be anyone on this planet, could stand up in the front row and raise their hand and say, I don't agree with you. And I could back up my point and say, well, here's what I'm saying. This is where it is. And have an intelligent conversation with the smartest person on the planet about business. Period. I know I can. Okay? But two, and this is another important part. I have the right intent. Okay, I know I'm there to help people. I know I'm there to make people better.

• 28:06Andy Frisella?

  So with those two things, the knowledge of the depth of knowledge in the subject category and the proper intent, it's almost impossible to fuck it up. And if you're in a meeting and you know what the fuck's going on and you have the intent, like she said, to make the organization better, then you should have no fear of speaking up at all.

• 28:27Speaker 01

  Yeah, yeah, I love that dude. I love it, man. Uh, let's get another question going, man. Uh, question number two. Uh, hi, Andy. Uh, Andy, we sell a premium EDC everyday carry backpack, uh, built for professionals who move between urban environments and outdoor terrain. Um, it has a lot of really awesome features. We've sold a few thousand units through organic traffic, social content and word of mouth. Customers who get it, love it. Um, we've got solid reviews, great retention and even some repeat buyers, but we're hitting a plateau. People like it, but they don't need it. Our e-comm data is telling us that people come to our website, they browse, um, they

• 29:11Speaker 01

  add it to the cart, but they don't buy it. Um, our conversion rate is decent, but flat. I think we've built a solid product, but not a killer offer. So I'm stepping back and asking would, uh, what would make this offer undeniable to the right buyer? Do we need a built in power bank? Should we include a lifetime damage replacement warranty? Are we undercharging for what we've built or failed to communicate the price to its value? So the question is, what combination of messaging, value stacking, et cetera, would make this product go from interesting to must have without discounting our brand or pushing gimmicks?

• 29:49Andy Frisella?

  Well, first of all, that's very general information to ask specific answer for. I would have to know the exact percentages of all of those things to answer that question. But here's what I will say. You've basically got a few different elements in play here. One, you got the product. Is the product good? Yes or no? Okay. Two, you got the price. Is the price fair? Yes or no?

• 30:14Andy Frisella?

  And three, uh, do you have the right people that you're marketing to? And four, is the message that you're marketing to them, the correct message? And these are the, these are the basic elements of what we need to consider.

• 30:28Speaker 01

  That's the, that's the checklist.

• 30:29Andy Frisella?

  Basically, yeah. Okay. Okay. The product's gotta be good.

• 30:32Speaker 01

  Yeah.

• 30:32Andy Frisella?

  Um, the price has to be right. We have to be targeting the right people and we have to be targeting them with the right offer. And so one of those four things is likely off. Now you want to preserve the brand perception of premium, which means you cannot lower the price to adjust to sell more. Because if you lower the price, there is a price value correlation that will be violated and people will see your product as lesser quality. So that is off the table, which means you have to figure out a way to add value on top of that. Or you're going to have to adjust your messaging, uh, in your, in your audience. Okay. So I don't know your messaging. I don't know your audience.

• 31:17Andy Frisella?

  I don't know what you're offering on top of it. But without knowing any of those things, um, it seems very, very clear. Like dude, actually it's not clear. Cause I don't know, when you say it's selling okay, I don't know what that means. When you say people are coming to the site, I don't know what percentage that is. I would have to know those things to know what the fucking problem is. But in, to answer the question in general, these are the elements that we have to look at and adjust. And very, very quickly, most people will discount their product to a point of the perception being cheap.

• 31:55Andy Frisella?

  When they're trying to maintain quality and they think they can do it with sales and discounts. You know, they think, well, you know, I could make the product price $400. That's not the price that people perceive it to. Okay. They're going to perceive it as what they paid for it. So if you make the price $400 for this amazing premium bag and you're always discounting it to fucking a hundred dollars, they're going to see it as a hundred dollar bag.

• 32:18Speaker 01

  The bag's a hundred dollars.

• 32:19Andy Frisella?

  Correct.

• 32:19Speaker 01

  Yeah.

• 32:20Andy Frisella?

  And this is a big problem that a lot of companies make. But the short answer to the information that's available, you've got to look at those four elements. You have to decide what is the right.

• 32:32Andy Frisella?

  Combination of those things that's going to maintain the perception that you want to create over the course of, you know, the brand lifecycle. I imagine that you're probably going to want to line extend into other things later. You're going to want to take this bag and you're going to make another bag. And then maybe you're going to make, uh, you know, uh, an EDC over the shoulder carry bag. Maybe you're going to make a, you know, a different like-

• 32:56Speaker 01

  Some things to go in the bag.

• 32:57Andy Frisella?

  Yes. So you can't get impatient when it comes to maintaining the brand's integrity in terms of the value of what the perception is of the brand. You understand?

• 33:09Speaker 01

  Yeah, for sure.

• 33:10Andy Frisella?

  So, so I would say without looking at anything else, what you probably have is you probably have a problem with your audience and the message that you're delivering to your audience. And what I would probably say without knowing is that you're selling to an audience that is more general, not premium as versus an audience that would look for premium goods. And I think if you adjust to that, you're probably going to do much better.

• 33:37Speaker 01

  Yeah. I, I think, I think that, that's an interesting point and, and I think, I mean, it wouldn't, I feel like this would be a common problem for a lot of entrepreneurs is like that are selling goods or offering services is like, what is fair in price? You know what I'm saying? Like, like, how do you, how do you make that determination on, okay, I'm, I'm offering this bottle of water. What, what's the difference between this being a Fiji bottle that's fucking, you know, $5 versus the-

• 34:03Andy Frisella?

  Branding and marketing?

• 34:04Speaker 01

  Yeah.

• 34:04Andy Frisella?

  Oh, and product quality.

• 34:05Speaker 01

  And, and quality.

• 34:06Andy Frisella?

  Yeah. But I mean, like-

• 34:08Speaker 01

  But that's, you have to be pretty honest with the process though, right?

• 34:11Andy Frisella?

  What, what do you mean?

• 34:12Speaker 01

  Like honest about how good is that fucking water to be able to offer it that high?

• 34:16Andy Frisella?

  Yeah. I mean, if you sell a premium fucking price product and it's not premium, the word of mouth is going to kill your company. Okay. You can't trick people. You're not going to fucking trick people by putting out a, a, a low quality bag at a premium price. Premium customers are going to be the ones that know what premium is and they're going to get fucking pissed and they're going to go all over the internet and they're going to say, don't ever buy from this company. That's actually the old play that they ran for 50, 60 years. When there was no social media and there was no internet, we had a ton of companies that would make shitty ass products, charge premium price for it, but there was no avenue for negative word of mouth to come back. So they could get away with it and they made trillions of fucking

• 34:57Andy Frisella?

  dollars collectively. And this is why the, the older people have this messaging of, well, if that guy's rich, he's got to be a scam artist, or he fucked people over, or he did this and that, because dude, for a long time, that's how business was. There was no recourse. All right? Nowadays, it's completely opposite. If you make a premium, uh, product and you sell it for a fair price, people are going to talk about it. If you make an inferior product and you sell it for a premium price, people are going to be pissed and they're going to talk about it. And what you have to understand is they're going to talk no matter what. So what story do you want them to tell? And so the story should be, dude, I, you have to order from them. It's not even,

• 35:40Andy Frisella?

  it's not even a little bit questioned. They make the best product. They got the best service. They, they give the most value. They're always there for me. These people care. Like everything you could possibly do, you have to do, because this is the most competitive game in the world. And when you're marketing, or I'm sorry, when you're competing for the story told about your product, you've got to cross your, your Ts and dot your Is perfectly. Cause that's what you're, that's what you're competing against. You're competing in business against the story that's told about every other brand that you compete against. That's it. And so your job is to make the best fucking story so that when people talk, that person who runs into the, you know,

• 36:23Andy Frisella?

  your competitor who also has, uh, you know, a bag, they say, bro, listen to what these guys did. They fucking, look at this bag. Look how awesome, it starts with the product. Look how awesome, blah, blah, blah, blah, blah. Right? Then it's like, bro, not only that, they did this. Not only that, they did that. Not only that, they followed up here. Not only that, they did this and this and this. And then other guys like, fuck, I should be shopping with them.

• 36:43Speaker 01

  I just got this bag.

• 36:44Andy Frisella?

  Yeah, right. So it's not, it's not just as simple as, you know, what is the offer all the time? It's, it's collectively, what am I trying to do with the company? And then do I understand the value?

• 36:58Andy Frisella?

  Of a customer over the course of life, not just in a statistical LTV term, but in a story term. Okay. Look dude, like I'm in the fitness industry. Okay. For the most part, every company that I'm in, almost every company I'm in deals in consumer goods that people consume. Okay. In fitness, sometimes people work out, sometimes they don't. Okay. Nobody really, I mean, I do and the people here do, and a few of our customers do. But people tend to go through phases. I work out really hard, then I kind of go off. And when they go off, they're not typically buying this or that of what we buy.

• 37:43Andy Frisella?

  But that doesn't mean they're not a customer because they're going to be a customer again. So we have to get the story to last longer than the actual what you would define as the LTV. Statistically, and this is kind of the point that we were talking about with Tim Grover was on, about how sometimes the real story has less to do with data metrics and more to do with emotion. You see what I'm saying? And perception. And so when you're selling a product,

• 38:16Andy Frisella?

  you can't get impatient about where you're placing it, but you have to do everything. I'm, I'm not a big, I will not, I don't discount products. I don't fucking discount products. I don't, I don't sell shit cheaper. That's everybody's way to go. And it's a race to the bottom. You end up cutting your margin out. You end up retraining your customers to see your product valued less. I had this conversation with a buddy of mine who had a big company at one time and ended up fucking killing it because he couldn't understand this concept. All right. When you sell things for a discount because you need to bring in sales, and that's your like quote unquote, secret weapon, it only works short term. All right.

• 38:59Andy Frisella?

  The first time it works really well. You're like, fuck, look at all the money I made. The second time it might work really well. The third time it works a little bit less. By the 20th time, the customers are waiting for the shit to go on sale, which means the company that you designed to operate on X profit is now operating on X, on 50% of X profit. Let's say it's, it's a BOGO offer. Okay. So now your entire framework of your company does not math. At all. And you and most people don't realize that they're like, why is the books not matching? We're selling this and this. Well, bro, your margins cut in half because you got impatient to bring in the top line dollars. The top line dollars don't even really mean that much. You see what I'm saying?

• 39:42Andy Frisella?

  So there's a lot of things that that go into this and a lot of it comes from experience. And I'll tell you how I learned this lesson. In 2006, we ran and we do, we were in a very similar spot is what this question is. We had a seven pound protein, a seven pounder. Okay, now it's mostly five pounders, but there was a seven pounder.

• 40:06Speaker 01

  That's a shit ton of protein.

• 40:07Andy Frisella?

  Yeah, yeah, yeah. And it was cheap protein. So it was very cheap, low quality. And there's a customer for that, right? Like there's a customer, which I've never understood that. I've never understood why, if you're trying to get the best results, why you would buy the cheapest shit. It's not all the same. But regardless, there's a market for it. So we were, I was, you know, I don't know anything at that time. I'm just kind of learning. And I'm like, here's what we should do. Our cost on it was like 28 bucks. Okay. And I'm like, Chris, I've got this great idea. We'll fucking loss lead the seven pound protein, which loss lead means basically sell it for cost. So you get people in, right? And we'll loss lead the seven pound protein dude, and we'll get all these customers.

• 40:51Andy Frisella?

  So we started running these radio ads and we called the meathead special. I swear to God, that's what we called it. Okay, we called the meathead special.

• 41:00Andy Frisella?

  $29.99 for seven pounds of protein. Bro, the first day those errors, those ads aired, we sold, we sold the fuck out. We got more. We sold the fuck out. And I'm like, yeah, we fucking made it. We're fucking rich. Like dude, for, for the next three months, nobody came in the store. Because they stocked their pantries, they stocked up on this fucking product. They didn't need to come in and not only did they stock up and didn't come back for three months. I didn't make any fucking money on the first deal. It almost put us out of business. It almost put us out of business and.

• 41:38Andy Frisella?

  That's why I like when I, when, when I see people doing buy one, get ones on consumable items that are on a monthly cycle. I'm like, bro, don't fucking do that. You know, but what do I know?

• 41:48Speaker 01

  Yeah.

• 41:48Andy Frisella?

  You know what I'm saying?

• 41:49Speaker 01

  I mean, how much of that too is like just people not like not understanding that like the customers are pretty smart and like they know what they want. Like they're okay with premium paying on, on a product.

• 41:59Andy Frisella?

  Of course, you gotta decide where the fuck you're gonna be.

• 42:02Speaker 01

  Yeah.

• 42:02Andy Frisella?

  I mean, dude, some of the most valuable brands in the world are brand, are, are, are the most luxurious brands. And real talk, like if you made the best, here's the, the thing about building a high-end product. Not necessarily in consumables, but in other areas, because in consumables, there's only so much high-end you can get, right? Like there's, you go to the, you go to the steak store, there's a fucking, I, I don't know how much steaks are now, but yeah, right. What, what is, what, what's a strip steak? 20 bucks? Okay. Then you get the 40 buck steak. Then there's the, the $300 steak. And that's wagyu. And then after that, it's bullshit.

• 42:42Speaker 01

  Yeah.

• 42:43Andy Frisella?

  Like everybody's like, it's bullshit.

• 42:44Speaker 01

  Yeah, right.

• 42:45Andy Frisella?

  Okay, so.

• 42:46Speaker 01

  There's a limit there.

• 42:46Andy Frisella?

  Yes. So, so you have to decide where you want to be. Do you want to be in the, in the good? Do you want to be in the better? Or do you want to be in the best? And the thing about being in the best is that there's not as many customers, but there's so much margin in it. Because the, it's the perception and the branding and the marketing most of the time. So if you made a fucking amazing,

• 43:11Andy Frisella?

  amazing product in this bag, you know, let's say it fucking is made of space age lunar indestructible material. And by the way, a great story goes a long way. Okay.

• 43:24Andy Frisella?

  Space age lunar interwoven Kevlar NASA certified space shit.

• 43:31Speaker 01

  Double certified.

• 43:32Andy Frisella?

  Yes. Like dude, and that you, and you go and sell that to the, the right people are going to think that's the shit. Okay. And then there's going to be people at the low end and they're going to say, ah, it's bullshit. Right? But what, what do you do? You, you build a story around it? You get it in the people that, that would understand and see if they think it's the highest quality. You work with those people, you leverage their audiences and you, you take it from there. But the point of the whole fucking matter is, is that.

• 44:02Andy Frisella?

  I personally think that selling the cheapest is not a good place to be. Because there's, there's way more people at the bottom of the pyramid of selling the cheapest product. And it becomes a race to the bottom. People, your customers can never be loyal when they are work, when they're going for, when you're the cheapest product. They're not going to be loyal because they're going to care about, are you a dollar more? Are you a dollar less? I mean, I learned this lesson in retail. This is what retail business was such, such a, a good business.

• 44:36Andy Frisella?

  Back in, I don't know, it was probably fucking 2002 or three. Uh, I had a retail customer come in and we were selling a product called Myoplex Lite. And I remember, I remember this exact conversation because it was, it was at the time, it was the minute I learned. What I'm trying to explain now. The first three or four years in business, people would come in and I would negotiate with them. They'd say, oh, well, so and so has it cheaper. And I'd say, well, I'll, I'll match that. I'll do that. And dude, I couldn't make any money because the customers fucking started figuring it out. And they would come in and they would just name a price or show, and I'd be like, oh, I'll do it, you know? Cause I didn't know any better.

• 45:17Andy Frisella?

  So I had a lady come in one time and she was like, she's like, well, how much was your price on this Myoplex Lite? I said, it's 29.99. And she goes, well, they got it down the street for 29.90. No. Yeah.

• 45:35Andy Frisella?

  No, no, hold on. She dead serious, looks at me in the fucking face. They got it down the street for, for 29, 29.90. And I'm looking at her, she's looking at me, I'm not saying anything. Cause I, my response was just like what you just thought on the inside. I'm like, there's zero fucking chance that this lady is pressing me for nine fucking cents.

• 45:55Speaker 01

  Yeah.

• 45:57Andy Frisella?

  And she's like, can you match it? And I was so irritated. I said, no, no, I'm not matching it. And she's like, I thought you guys matched prices. I say it's nine cents. She, she goes, well, you said you, I said, well, that ended.

• 46:11Speaker 01

  Yeah, right. When did this, when'd you guys stop doing that?

• 46:14Andy Frisella?

  Yeah.

• 46:14Speaker 01

  Right now?

• 46:16Andy Frisella?

  She got in her car and drove away. Didn't buy it. I didn't care.

• 46:18Speaker 01

  Yeah.

• 46:19Andy Frisella?

  Fuck you. You're not gonna put me out of business because you're fucking greedy for nine cents. And that's where I learned my lesson, bro. I don't want to fuck with the people. I don't want to fuck with price shoppers. I want to fuck with people who understand quality. I want to sell products that are quality. I want to feel good about quality. I've always felt okay with people saying your products are too expensive, but I'm not okay with saying the product's not as good. And that's where I personally live. I like premium shit. There's nothing about my life that says I don't like premium shit. I like premium cars. I like premium house. I like premium watches. I like premium people. I like fucking premium everything. That's where I live. In every business that I'm in. You, somebody else, might live better in a different business, but that's where I like to play.

• 47:04Andy Frisella?

  And when you play in that, in that place of building the best product, people recognize quality. And, and it's an easier time to have those customer relationships.

• 47:16Speaker 01

  Yeah, you can say expensive. You can't say it ain't worth it, though.

• 47:19Andy Frisella?

  It's a long answer.

• 47:20Speaker 01

  No, that's real.

• 47:20Andy Frisella?

  It's a long answer. The, to answer the actual question that they asked, I would have to know the data points because when they say, oh, we're doing okay, or it's this, or it's flat, you know, flat doesn't necessarily mean it's bad. What it means is that maybe you're not acquiring customers at the rate that you need to acquire. You say, oh, I need to adjust the offer. Well, maybe you're targeting the wrong audience. Maybe you're targeting the right audience and your, your fucking ad copy's terrible. There's so many variables in that, that's impossible to answer. But I think I gave you a lot, enough value to, to help you figure it out.

• 47:53Speaker 01

  You're gonna have to start somewhere, for sure. 100%, man. I love it. I love it. Let's get another call in. Uh, we got, uh, we got Nick, hot and ready for the call.

• 48:03Andy Frisella?

  Okay.

• 48:04Speaker 01

  Let's give Nick a call.

• 48:16Speaker 03

  Hello, this is Nick.

• 48:17Speaker 01

  Nick, what's up? This is DJ.

• 48:19Speaker 03

  Hey, what's going on?

• 48:20Speaker 01

  Oh, man, you tell me, man. How you doing?

• 48:22Speaker 03

  I'm doing good. I'm doing good. I'm out here in Denver, Colorado, so it's a good day.

• 48:27Speaker 01

  Alright.

• 48:27Andy Frisella?

  What's up, Nick? How you doing, bro?

• 48:29Speaker 03

  Hey, Andy. Good. How are you doing?

• 48:31Andy Frisella?

  I'm doing great, man. Beautiful in Denver. I have 300 days of sunshine.

• 48:36Speaker 03

  I know, it is.

• 48:37Andy Frisella?

  Yeah.

• 48:37Speaker 03

  We're the other sunshine state, I guess.

• 48:40Andy Frisella?

  Yeah, you're the better one.

• 48:41Speaker 01

  The better one.

• 48:43Speaker 03

  That's true. That's true.

• 48:44Andy Frisella?

  Alright, so what's up, bro? How can we help you?

• 48:48Speaker 03

  Yeah, man, so, uh, first, just wanted to thank you guys for the content that you do put out. I, uh, I started, it was like, two years ago, I did 75 Hard, and just started listening to your podcasts, uh, when I was working out, and just kind of helped me get through certain, certain parts of 75 Hard, and I've been listening ever since. And then, uh, and then, like, other things, like, my daughter's three, she's obsessed with Otis and Charlie, so just thanks for all that you guys throw out there.

• 49:17Andy Frisella?

  Thank you, bro. That's cool.

• 49:20Speaker 03

  So, it's good stuff, and, and just speaking of your content, and to my question, so, I just finished your book, Andy, uh, Mental Toughness, and at the end, you talk about success zombies, and it, it hit me like a ton of bricks that I'm a success zombie. So, uh, it's really easy to, like, listen to podcasts and read books and get that hit of dopamine, but was just wondering, like, how do you snap out of just that learning cycle or spiral and get into doing and taking action? So, like, building that muscle to pull the trigger?

• 49:53Andy Frisella?

  Uh, you know,

• 49:58Andy Frisella?

  let me ask you this. What are, what are you, what are you doing right now?

• 50:03Speaker 03

  I'm in, I'm in sales, so I sell healthcare software.

• 50:07Andy Frisella?

  Okay, and what's your, what, what do you want to do? What's your, you, you obviously feel like you're not doing something you should be doing. What is it that you want to do that you're not doing?

• 50:17Speaker 03

  Oh, that's a good question.

• 50:18Andy Frisella?

  That's the first problem there, bro. You gotta, you gotta identify what it is you want to do.

• 50:24Speaker 03

  Yeah.

• 50:26Andy Frisella?

  You know, because dude.

• 50:27Speaker 03

  Yeah, I mean.

• 50:29Andy Frisella?

  Go ahead.

• 50:29Speaker 03

  Go ahead, go ahead.

• 50:30Andy Frisella?

  No, you go ahead.

• 50:32Speaker 03

  Yeah, I mean, in reading all these books and even the more I've been thinking about it, there's like a tug to do something on my own. And like inside of me, but I just am comfortable where I'm at today.

• 50:50Andy Frisella?

  Uh huh.

• 50:51Speaker 03

  So in reading these books, it's like, oh, that sounds awesome. But to take that, that next step or that leap is scary. So I'm almost like living vicariously through self-help books is what it feels like sometimes.

• 51:05Andy Frisella?

  I mean, that's a big problem. A lot of people do that. And that's why I call, that's why I have a name for it, man. You know, these are the same people that go to every conference. They join all the masterminds, they listen to all the podcasts. Then they start debating on who said what more accurately, you know, uh, who's the best mentor? Like dude, this is not, that is not what this is about. Like this is about action and

• 51:31Andy Frisella?

  I gotta be real with you, man. And I, and I don't, I'm not trying to discourage you. But if you don't have enough want and drive and hunger to go and make yourself go, then maybe you shouldn't go. Maybe you shouldn't because the truth of the matter is the journey is so fucking hard and you have to want it so fucking bad that if you're even questioning it, I personally believe that people are going to get run over. So, you know,

• 52:03Andy Frisella?

  that, I would probably say a lot more harshly if I wasn't talking directly to you. But the truth of the matter is.

• 52:10Speaker 03

  Go for it, go for it. I wanted to hear it. That's why I called you. That's why.

• 52:13Andy Frisella?

  Well, look, bro, look, I mean, dude. I said it whenever I had Grover on, you know, if you gotta be motivated, you ain't got it. If you have to be pushed, you don't have it. If you've got to fucking be told, you know, that it's time to go. You might not have it, man, and I hate to fucking say that. But if you do have it and it's something that you do want, you're gonna have to want it more than fucking anything. Because that's the level of the game. All right? There's nobody in the NFL that kinda wants to play football. There's nobody in Major League Baseball that kinda wants to play baseball. There's nobody at the fucking top level of business that kinda wants to be wealthy and do business.

• 52:58Andy Frisella?

  These people dedicate their entire fucking lives, every living, breathing moment of their existence to these goals. And this is a big problem with the perception of the internet. The internet makes it seem like we can just casually want things or sort of want to be successful. Or kind of want to be an entrepreneur. And dude, I'm telling you, you can't. You have to be bought in. The game is hard. It's not fucking intramural softball. It's the World Series, game seven, every single motherfucking day. So my answer to you is, is you need to really think about what it is that you want.

• 53:42Andy Frisella?

  Not two years from now, but 10 years from now, and then 20 years from now. You're a young man. I can hear it in your voice. You have plenty of time to figure out what it is you want to do and go make it happen. But that doesn't mean you have to. That doesn't even mean you should. Because there's a lot of people, and this doesn't even, this isn't even a bad thing. This isn't even a bad thing. There's just a lot of people that are more comfortable and happier, living a normal life. And dude, you gotta be real honest with yourself about what you want, because I see a lot of people jump into entrepreneurship. Not really understanding the game that they're jumping into and

• 54:26Andy Frisella?

  Bro, it fucks their shit up because now they don't have time for their kids and now they don't have time for their family. And their wife doesn't understand because it's just drastic change. And all of this shit, all because we have these fucking assholes on the internet. That want to sell you a course or a mastermind or some sort of book. Telling you how fucking easy it is. It's not easy. It is not easy. I, and I say this. Matter of factly, I'm not saying, I'm not saying this as an asshole. I'm a smart person. I have a quarter century plus of experience in business. Bro. Every single day it's hard for me. Every single motherfucking day. And so.

• 55:10Speaker 03

  Oh, go ahead. Good.

• 55:11Andy Frisella?

  Yeah. So my point to you, brother, is like, you just have to think about what it is you want. And whatever it is you want. You have to go all in on it. You gotta make a decision. You gotta commit to it and you gotta say, this is what the fuck I'm doing. Because if you give yourself an out, if you give yourself a, I can do this instead, or I could fall back on this, or I could do this. You don't, you won't have it, man. It'll get too hard. So. You know.

• 55:37Speaker 03

  Yeah. Dude. Even you saying that I did seventy-five hard and if you go in the app, I don't know if you can see on the backend, but I've started it and stopped probably twenty times since doing it the first time. And realizing it's not. That easy and I keep giving myself excuses. And I realize that and understand that.

• 55:57Andy Frisella?

  Why don't you do this? Why don't you do it again and finish it? Do it again and finish it. Do it exactly right and finish it. And during that time, make it a part of your routine to every single day, think about where you want to be. And then when you finish it, you make a decision about what direction you're gonna go because that. If you finish it and you do it the right way, you're gonna be a different fucking human. Okay?

• 56:24Speaker 03

  Yeah.

• 56:24Andy Frisella?

  And you will have developed a, a new belief and a new understanding in yourself. That you actually can do anything you want to do. The power of the live hard program. Is this, it teaches people very simply how to act productively when they don't feel like it, or when it's the last thing they want to do. And if you have that power, brother, to act in a productive, forward way, no matter how you're feeling, your chances of being successful at anything increase to nearly a hundred percent because nothing can fucking throw you off track. So my advice to you, bro,

• 57:09Andy Frisella?

  is to do the program, do it exactly right. During the program, think about what it is you really want, study up, read everything, chat GPT to death, whatever you gotta do, become a student of the entrepreneurship world, and then on day 75, make a decision about what it is you want to do. And that's, that's because that day 75 is when you're going to understand the power that you have and what your potential is, and your decision making will be different at that point than it is right now. Bro, and I want to say this, you can do anything you want. I have no doubts that you can do it. I, I know, people, people give me shit. They're like, oh,

• 57:52Andy Frisella?

  fucking tune in and Andy's yelling at me and saying he's better than, no motherfucker. I'm not saying that I'm better than you. I'm saying that you're better than you. And you, people don't like hearing that shit. But the reason I know that is because I am no different than anybody else. I'm no different than you. I'm no different than any of these people listening. It's hard as fuck for me. I have to work extremely hard to be productive. Like the dude on the comment the other day, DJ was like, oh, Frisella thinks he's the hardest dude in the world. No, actually, the reason I work so fucking hard is because I know I'm a bitch and I gotta fuck and get the bitch out of me. Okay. It's the truth. That's the fucking truth.

• 58:30Speaker 03

  And even you, even you saying that, like, what scares me is when you give that, not one year, not two year, but 10 year time horizon.

• 58:37Andy Frisella?

  Yeah.

• 58:38Speaker 03

  And I'm doing the same thing I'm doing today. That's like my biggest fear.

• 58:43Andy Frisella?

  Brother, that should be your fear.

• 58:44Speaker 03

  Years from now, and that's my regret.

• 58:46Andy Frisella?

  That should be your fear. How old are you?

• 58:49Speaker 03

  Thirty-six.

• 58:50Andy Frisella?

  Bro, it's your time. It's your time.

• 58:54Andy Frisella?

  Okay.

• 58:56Speaker 03

  Yeah.

• 58:57Andy Frisella?

  You can do anything you want, dude. I'm not saying that from some fluffy ass way. All right. I believe anybody can, but they gotta become the person who can do it. And that's the first step. If you can develop the discipline, the grit, the mental toughness, the fortitude to make decisions that serve your goals. When it's the last thing you want to do. There's nothing you can't do. You can't be beat. You can't be beat. A hurricane won't stop you. A snowstorm won't stop you. The economy won't stop you. People, nobody can stop you. Like it's just because you become unbeatable. So, you know, that's my advice, bro. And, and don't take this as I'm discouraging you.

• 59:39Andy Frisella?

  Take this as I'm just telling you the truth, because the last thing I want is to be one of these people that glorifies the journey of entrepreneurship

• 59:52Andy Frisella?

  to people who it's just not for. And then having them be in a worse position than when they started. And that's not what I'm about, bro. Um, there's plenty of people that are very happy, living a very normal life. And I, to be completely fucking honest with you, dude, a lot of times I really admire those people. I'm just not one of them. And so like, you know, a lot of people will think, oh, you know, because he's done well financially, he thinks he's better than people. No, that's just the result of the actions I've taken. I trust me, the amount of mental strain and the amount of weight that someone like me has to fucking carry is very heavy.

• 1:00:31Andy Frisella?

  And sometimes I look at other people who don't have that journey and I'm like, man, that'd be nice. But like, I'm not like that. We, we gotta be true to who we are and what we are. And you know, my buddy Zoltan, who's been, you probably heard the episode when Zoltan was on the show, uh, from Five Finger Death Punch. We were sitting at the house for six hours after the show and I was telling him, I'm like, bro, I'm having a hard fucking time. Like, I don't fit in anywhere. I don't fucking get along with people. I'm, you know, I'm always looking for a fucking fight, even when there's not a fight, I create one. And he's like, bro, the world needs warriors too, man. He's like, you ever think that there's nothing wrong with you and you're just here to do those things? And I'm like, fuck. That makes sense. Settle up, baby. And bro, it gave me a lot of peace.

• 1:01:14Andy Frisella?

  Because I, and that's, that's another thing the internet does is it takes people who are wired a certain way and makes them think they're broke because they're different than everybody else. When being different than everybody else is the thing that makes you stand out. And it's the juice, it's the sauce, it's the thing that makes you special. So don't let the internet convince you either way. Like you have to be honest with yourself. Am I an entrepreneur? Is this what I want? Do I want to commit this? Do I want to pay the price? And I will tell you, the outcome is fucking amazing. There's a lot of great things about it. And people, people who say money can't buy you happiness, they never fucking had any. That's the truth. You never hear a fucking rich person say that shit. All right. But you do have different problems and the problems are big.

• 1:01:57Andy Frisella?

  However, if I listen to the internet, for me, it would take me back to being like everybody else. And then everybody here that I employ and all these things, they would all suffer. So we have to be very careful to not fall into the, the fucking slices of acceptability of our lives that the internet provides. Dude, you can be a complete hodgepodge, mix, match, whatever you want. You can live in all these different worlds, bro. Like sometimes I'm an entrepreneur, sometimes I'm a fucking hippie. Sometimes I'm a weightlifter, sometimes I'm a race car driver, sometimes, you know, sometime, whatever I want. Like dude, there's no fucking, there's no mold that you have to fit into.

• 1:02:40Andy Frisella?

  And I think people spend so much time trying to fit in these molds that they end up fucking themselves up. So, so.

• 1:02:46Speaker 03

  Well, and that's.

• 1:02:46Andy Frisella?

  Go ahead.

• 1:02:47Speaker 03

  Like another, yeah, just another, like the life stage I'm in with a three-year-old daughter too of like, is the thing I need to, cause you've mentioned your book a couple of times too. It's like the thing I need to go a hundred percent on is that my daughter right now too.

• 1:03:01Andy Frisella?

  Yeah.

• 1:03:01Speaker 03

  And not leaving her behind.

• 1:03:03Andy Frisella?

  Yeah. Well, well, what, okay. What's she gonna say about her dad?

• 1:03:08Speaker 03

  Yeah.

• 1:03:10Speaker 03

  And what am I teaching her now? Whether it's going back to a success zombie or a dad that's a doer, right?

• 1:03:20Andy Frisella?

  Yeah, dude, you gotta figure it out, bro. Look, you need, you need to work on your, you need to work on yourself for a minute. Get yourself, get your discipline developed, get your grit developed, get your, get your, get yourself in the best possible high level condition that you can and then make a decision because then you know what you're working with and what you're capable of. A lot of times when people are in this, because discipline is a perishable skill. We all go through times in our lives where we have high discipline, low discipline. That's why people who say, well, why do you gotta do 75 hard more than once? I don't know. Why you gotta take a shower more than once? Same fucking thing, bro. Okay. So we have to look at discipline as a, as a fucking thing that goes up and down.

• 1:04:01Andy Frisella?

  And if we make decisions when we're fat and unhealthy and not disciplined, of course, we're not going to believe in ourselves because our product sucks. But when we take our shit seriously, we believe in ourselves, we are confident, we're understanding what it is that we can do. We believe in ourselves, we fucking have grit and fortitude. We've just pushed through some of the hardest shit. Make a decision then, because that's the person you're supposed to be and that decision will lead you to your highest potential outcome. We are not here to fuck around, man. You, I'm going to tell you this. I believe that if you stay where you are, you're going to regret it. I'm just telling you that as your fucking big bro. All right?

• 1:04:44Speaker 03

  Yeah.

• 1:04:45Andy Frisella?

  So do, do what I'm telling, bro.

• 1:04:48Speaker 03

  That's true. Yeah.

• 1:04:49Andy Frisella?

  Go do, go do the thing. Get yourself in that highest mental place. Force yourself through the program, bro. Do not fucking quit. Make it happen. If you gotta be out there at three in the fucking morning doing your shit, do it.

• 1:05:04Andy Frisella?

  Then make the decision because you're going to know who you are, you're going to know what you're capable of. You're going to be very honest with yourself about what you're capable of and the decision that you make will be the right one.

• 1:05:16Speaker 01

  Hey bro, that's November 4th, Nick. November 4th, we'll check back in with you.

• 1:05:21Andy Frisella?

  Yeah, you better call back.

• 1:05:23Speaker 03

  Is that seven, 75 days from now?

• 1:05:25Speaker 01

  That's 75 days.

• 1:05:26Speaker 03

  Alright, I was wondering if that was gonna be part of the call today.

• 1:05:30Speaker 01

  Yeah, I'm saying, you got two hours, you're two hours ahead, you still got time today.

• 1:05:34Andy Frisella?

  Look, bro, 36, 36 is still time, but it ain't that much time.

• 1:05:38Speaker 03

  Luckily, I haven't had a drink today, so I can still do it.

• 1:05:40Speaker 01

  There you go.

• 1:05:41Andy Frisella?

  There you go.

• 1:05:42Speaker 03

  Yeah.

• 1:05:43Speaker 01

  Sick, man. Alright, well, I'm gonna check in on you, bro, November 4th, I'm checking in.

• 1:05:47Speaker 03

  Okay.

• 1:05:47Andy Frisella?

  Alright, Nick, go get it, bro.

• 1:05:49Speaker 03

  Alright, sounds good, guys.

• 1:05:50Andy Frisella?

  Alright, thank you, dude.

• 1:05:50Speaker 03

  I appreciate ya.

• 1:05:51Andy Frisella?

  Likewise.

• 1:05:52Speaker 03

  Anything you guys do.

• 1:05:53Andy Frisella?

  Likewise, brother, thank you.

• 1:05:55Speaker 03

  Alright, see ya.

• 1:05:55Andy Frisella?

  Alright.

• 1:05:58Andy Frisella?

  He's in a good spot.

• 1:05:59Speaker 01

  He is.

• 1:05:59Andy Frisella?

  At least he's asking himself the question early enough, you know? Most people don't ask till they're too old. Most people don't even real, because they spend so much time fucking planning Thursday, Friday, Saturday booze fest, or party fest, or vacation, or time off, that they don't ever stop to think, like, fuck, dude, what road am I going down? I give Nick a lot of credit, because it sounds like he's gonna be very honest with himself about what he wants. And that's something that we lack in today's current social media environment. They see guys like me, who are out there driving nice cars, living an awesome life, uh, you know, and I'm actually one of the few people who actually built something real, doing it. Um, but, they think that, like, I gotta have that, because everybody on the internet's in this weird competition. Dude, most of those people are lying.

• 1:06:40Speaker 01

  Yeah, the internet ain't the competition.

• 1:06:42Andy Frisella?

  No, most of those people are lying. The competition is, who do we want to become, and what's gonna make us fulfilled? And how are we gonna be happy? And what are we, what kind of life do we want to live along the way? I love the life that I've lived along the way. It was very difficult, it's very hard, but I like challenges. I'm wired for fucking fights. I'm a competitor, okay? Now I'm surrounded by all these other people who are also hungry, who are also competitors. I love my life that I've created. I wouldn't trade it for fucking anything. But I think a lot of people in my life would fucking hate it. Just like I would hate being like them and that's not me saying they're a loser like a lot of guys get on there like oh you're a fucking loser. Oh, you're telling me that this guy's a loser because he wants to be a good dad and he wants to provide, but you know, like, like dude, these things.

• 1:07:25Andy Frisella?

  Listen, it's about what the fuck you want and it's about the example that you set. And that doesn't mean you have to make a billion dollars. It does mean you have to be financially successful at some level. But it doesn't mean you have to go be an entrepreneur or you gotta do the, dude. What do you really fucking want? Because there's gonna come a day where you're gonna have to reckon with that. And if you're not on track with that, you're gonna feel bad. It's gonna be real bad. So I just don't like how all these dudes on the internet. Make it seem like this, oh, you're gonna get all this freedom and what the fuck are you talking about? That's how I know you're lying. That's how I know you didn't do it. So, you know, and they don't say the shit. You know why they don't say it like that? Cause they can't sell it.

• 1:08:10Andy Frisella?

  How are you gonna sell something like this? Hey motherfucker, this is the hardest shit ever. It's gonna almost kill you a hundred times. It's gonna cause you to wanna blow your brains out. You're gonna lose family. You're gonna lose friends. You're gonna be fucking laughed at. You're gonna get made fun of. You're gonna be called a, an idiot. You're gonna be mocked. You're like.

• 1:08:27Speaker 01

  You gotta solve your problems and everybody else's problems.

• 1:08:29Andy Frisella?

  Dude, it's just relentless. And, um, not everybody's built for that.

• 1:08:34Speaker 01

  997, yeah, 997, sign up.

• 1:08:37Andy Frisella?

  It's not, yeah, it's just not, it's just not for everybody, man.

• 1:08:40Speaker 01

  Yeah, man, that's real, man. That's real.

• 1:08:42Andy Frisella?

  It doesn't mean there's something wrong with them though. Like what the one thing I can't stand is these motherfuckers are like, oh, that fucking guy, you're fucking loser.

• 1:08:51Andy Frisella?

  How? How, how can you call someone a loser who's doing okay? Who has a family, who loves their kids, who's taking care of shit, who's handling, who's setting a good example. They're taking care, there's lots of ways to win, bro. You don't have to be an entrepreneur and that's one of the problems I have with the fucking internet, especially with all these liars. That lie about being an entrepreneur. Okay, like.

• 1:09:13Speaker 01

  Yeah, I think the takeaway for what I'm getting, what I'm, what I'm getting is just know what you want and be honest about what you want. If you want, if that's all you want, that's cool. If that's really what you want.

• 1:09:24Andy Frisella?

  Correct. And a lot of people, here's what they do, and this is what you also want to stay away from. They'll start off in life with these huge goals. I want to be this. I want to create this. I want to do this thing. And then they start trying to do it and it's really fucking hard. And then they get to a point where like there, it's just like too much and they quit. And what happens is they start telling themselves this other story to justify their quitting that they tell everybody else. They say, well, you know what, I, I changed and I don't really like material things and I don't like business and it's not all about money and this is, it never was. So why are you saying it now? Well, you're saying it now because you're pretending like you always intended to have this life you're living now. When in reality, you defaulted and failed on what you really wanted. And that's the most dangerous thing that people do.

• 1:10:10Andy Frisella?

  Because then they spend their entire lives being secretly bitter and happy because they were dishonest with themselves. When in reality, had they just kept going, they would have been where they wanted to go.

• 1:10:20Speaker 01

  Yeah.

• 1:10:20Andy Frisella?

  You know?

• 1:10:20Speaker 01

  Hell yeah, man. But dude, that's a midweek pick me up, dog.

• 1:10:24Andy Frisella?

  Yep. Yep. Now I gotta go do another call. So we gotta go.

• 1:10:28Speaker 01

  Yeah, man. Well, guys, Andy, that's all I got.

• 1:10:30Andy Frisella?

  All right, guys, we will see you, uh, tomorrow with CTI. Don't be ho.