Use This Mindset Shift To Set You Free Financially

Leave an Amazon Rating or Review for my New York Times Bestselling book, Make Money Easy! The relationship between money and happiness isn't what most people think it is - and Brand Builders Group CEO Rory Vaden proves this through a masterclass that reveals why scattered revenue streams keep entrepreneurs broke while focused strategies create lasting wealth. I joined Rory in his Nashville studio to dive deep into the frameworks that transformed my business from 17 different revenue streams into a billion-download podcast empire. We also explore the emotional blocks that sabotage financial success and the practical systems that unlock abundance. Through powerful metaphors like treating money as a person you're in relationship with and understanding the four quadrants of financial and emotional wealth, this conversation exposes why most people stay stuck bouncing between financial success and spiritual emptiness. The insights here will fundamentally shift how you think about money, business focus, and the pathway to both financial freedom and inner peace. Schedule Your Complimentary Brand Strategy Call With Rory Vaden’s Team Today! Get Rory’s new book Wealthy and Well-Known: Build Your Personal Brand and Turn Your Reputation into RevenueRory’s book Take the Stairs: 7 Steps to Achieving True SuccessRory’s book Procrastinate on Purpose: 5 Permissions to Multiply Your TimeIn this episode you will learn:Why having multiple revenue streams is terrible advice for beginners and how "diluted focus creates diluted results"The four quadrants of wealth - from being broke financially AND emotionally to achieving abundance in both areasHow to treat money like a relationship and why your current dynamic determines your financial realityThe "Sheehan's Wall" principle that explains why successful people focus on ONE thing until they break throughWhy 10% of your customers will invest 10 times more (fractal math) and how to build profitable business pyramidsFor more information go to https://www.lewishowes.com/1792For more Greatness text PODCAST to +1 (614) 350-3960More SOG episodes we think you’ll love:Dean Graziosi – greatness.lnk.to/1766SCAlex Hormozi – greatness.lnk.to/1723SCDave Ramsey – greatness.lnk.to/1758SC Get more from Lewis! Get my New York Times Bestselling book, Make Money Easy! Get The Greatness Mindset audiobook on SpotifyText Lewis AIYouTubeInstagramWebsiteTiktokFacebookX

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

• 0:00Lewis Howes?

  If you're looking for a tactical framework for building real wealth, leveraging your personal brand and scaling it and multiplying your income along the way, then this episode is for you. In this episode, I am diving deep with my friend Rory Vaden, going over a money masterclass, talking about the four money and emotion zones, and how we can move into financial and emotional abundance at the same time through them, while identifying all the reasons why feeling broke emotionally can be more damaging than financial scarcity. We're going to be diving into the mindset shifts that separates lasting wealth from temporary success.

• 0:40Lewis Howes?

  And again, going over powerful framework for building a scalable, purpose-driven, personal brand. But first, you need to figure out how to reprogram your money story so you can make and keep money with ease. I talk about my new book, Make Money Easy, and we kick things off with concepts from the new book, Make Money Easy, including how to identify your core money story and the four levels of financial and emotional abundance. If there's one episode that you listen to around money, I feel like listen to this over and over again and start taking action immediately. I wish I had this when I was 21, when I was 30. And it's one of the reasons why I wanted to partner with Rory on this,

• 1:25Lewis Howes?

  because he has so many good powerful frameworks. And I've gathered so many important lessons and stories in my book that we bring together in this money masterclass. So please share this with a friend, copy and paste the link to this episode, post it out on social media if you're enjoying it, leave a review over on Apple Podcasts or Spotify, wherever you're listening to it. And make sure to share this with one or two friends that you really care about, that you want to see have emotional freedom around their money and create financial abundance as well. So excited for you to dive into this. Let's go ahead and start the show.

• 2:03Rory Vaden?

  Let's start with the belief, the limiting belief, or the errant belief that I think holds so many people back. And as we start to learn about money and we go, "Okay, I'm open to receiving more money. I want to grow my financial intelligence." Maybe you start studying money. Maybe you start interviewing wealthy people. Maybe you start listening to podcasts about money. There's something you're going to hear that sounds really good, but actually is the thing that holds most people back.

• 2:33Lewis Howes?

  I know what you're gonna say.

• 2:34Rory Vaden?

  Do you know what I'm gonna say?

• 2:35Lewis Howes?

  Multiple revenue streams.

• 2:36Rory Vaden?

  Multiple streams of income.

• 2:38Lewis Howes?

  I already knew you were gonna say that.

• 2:39Rory Vaden?

  Multiple streams of income. Now, this is, this is the dumbest thing on the internet.

• 2:45Lewis Howes?

  Well, here's the thing, before you go there, because I'm gonna give you, I'm gonna push back in one way.

• 2:49Rory Vaden?

  Yeah.

• 2:50Lewis Howes?

  Because I think when you get clear on what you're supposed to be doing, there could be multiple streams within that thing, where there's upsells, cross-sells.

• 2:59Rory Vaden?

  Yeah, maybe.

• 2:59Lewis Howes?

  Add-ons.

• 3:00Rory Vaden?

  Let's talk about that.

• 3:01Lewis Howes?

  You know what I mean?

• 3:01Rory Vaden?

  Yeah.

• 3:01Lewis Howes?

  But that's the only thing where I think.

• 3:03Rory Vaden?

  We're gonna use your case study as a story of this.

• 3:06Lewis Howes?

  Go ahead.

• 3:06Rory Vaden?

  Okay, so, now, by the way, so we're gonna explain.

• 3:10Lewis Howes?

  Now, you're saying multiple streams of income is a dumb thing to believe in.

• 3:14Rory Vaden?

  Well, multiple streams of income is terrible advice for someone who's just learning how to make money. Multiple streams of income is not a bad idea. It's just a bad idea for a beginner.

• 3:27Lewis Howes?

  Okay, great.

• 3:28Rory Vaden?

  That's all I'm saying. And when people first start learning about money, they learn from people who make money, teaching people how to make money. And in order to get people to pay attention, they say sensational things that make them think like, "Oh, that's what I need." And this is like, one of the sensational rappers, like, "You just need multiple streams of income. And if you pay me 50 grand, I'll teach you how to do it." Right? Like, that's, that's the thing. So, I'm gonna show a framework. And by the way, if you're, if you're, if you're listening to this, you may have heard me talk about this framework before with Lewis, but we've never talked about it in this context. We've only talked about it with your brand messaging. Today, I'm gonna talk about it with brand monetization.

• 4:12Rory Vaden?

  It's the same concept, but it's applied completely differently. So, the concept is something that we call She Hands Wall. And we named this after a colleague of mine, Peter Sheehan. And I originally heard him kind of explain this, you know, in a more corporate, a more corporate environment. But we've adapted it to personal brands. And so basically, the way that this works is that you've got two different groups of people in the world. And usually when you and I talk about this, we're talking about building your personal brand, growing your influence. Yes. And we talk about on this side are people who are unknown and on this side are people who are well-known. And we talk about. How to go from unknown to known.

• 4:53Rory Vaden?

  Yes. But what we're going to do now is we're going to talk about this from basically going from, you know, broke to rich. Yes. Okay. Now, here's what most people do is they go like, oh, there's all of these ways I could make money. And if you just go on to Instagram or Facebook and you're scrolling, like literally you'll see an ad like every few minutes for like, you could make money doing Airbnb. You could, you could sell t-shirts. Amazon. And drop shipping. You could become a speaker. YouTube faceless videos. Video courses. Yeah. You could do affiliate marketing. You could start your own ad marketing agency.

• 5:35Rory Vaden?

  I mean, like literally, and that's what we do. And even inside of your business and Lewis, you're grace, you're, you're, you're very graceful for letting us use you as an example. Use me. When Lewis first started working with us and you were our very first client, Brand Builders Group only exists because of you, by the. Seven years ago. Isn't that crazy? Seven years ago. Lewis, we listed every one of, of your revenue streams and you had 17 revenue streams. Because all of your friends were doing free plus shipping and courses and affiliate launches and speaking and private coaching. Webinars, workshops, and membership and everything. And, and so. And one-on-one.

• 6:15Rory Vaden?

  All the things. And on the surface, it seems like, oh, I could just add another revenue stream. It would be good. Let me create all the offerings I can create because it gives people more chances to give me money. That's right. The problem is, is that when you do that, you bounce off the wall. And the reason you bounce off of the wall is because of something we say all the way back in my first book years ago, take the stairs. If you have diluted focus, you get diluted results.

• 6:49Rory Vaden?

  If you have diluted focus, you get diluted results. And this is true also about money.

• 6:55Rory Vaden?

  Most of us, by definition, have small businesses or smaller businesses. But if you have a business with less than 500 employees, like you're still a small business. Yeah. Most people watching this, listening to this, probably have a much smaller number. Well, let's just say that you have 10 units of resource. Okay. And that could be time, team, technology, capital, prayer, whatever your units of resource are. Yeah. If I have 10 units of resource and I spread them across 10 initiatives, then on average, each initiative gets how many units of resource? One. One.

• 7:40Rory Vaden?

  So that's what most of the world does. Is we go, oh, I have a new idea and a new idea and a new idea and a new idea. And someone else pitches me an idea and I'm like, oh, great. Like, let's go do this. Let's go to this course about, you know, reverse mortgages. And let's go to this course about, you know, whatever, making money in the market. And we're spreading our time, team, attention, capital, prayer, across all these units of resource. Compared to what happens if you take those 10 units of resource and you lay them all down on one initiative? The likelihood of that one initiative succeeding goes up exponentially. And this is what we did with you, which you've been so, and I mentioned this, you know, I sent you our new book that's coming out.

• 8:24Rory Vaden?

  And I said, you've been so generous with your praise of us. But legitimately, I think maybe the only thing we ever really did for you was I asked you one rhetorical question. Is I said, Lewis, what would happen? Yep. If you stopped doing all of these things and you just went all in on the podcast? It wasn't even a conclusion I had drawn. It was a, it was a question of going, you're doing all of these things, but you say you want to make, you know, impact 100 million lives. And this podcast, which is kind of like a side thing for you, is really gaining momentum and you're. You're really good at it and you and it's life giving, it's low stress, it doesn't require like massive expense. What if you just went all in on this?

• 9:07Rory Vaden?

  And I don't think people really understand this story in full. You had a mastermind that was generating like multi-million dollars a year in revenue. You and Matt and I had one conversation in a hotel lobby. You were doing this.

• 9:22Lewis Howes?

  Yep.

• 9:23Rory Vaden?

  And, and you know, my friend Louis y'all has, has big cojones as we, as we sometimes say. We had one conversation and he decided in one moment to walk away from more than $2 million in revenue in one conversation.

• 9:38Lewis Howes?

  Yeah.

• 9:38Rory Vaden?

  To go all in on the podcast.

• 9:40Lewis Howes?

  Yeah, it's crazy.

• 9:41Rory Vaden?

  And.

• 9:41Lewis Howes?

  Crazy when you think about it.

• 9:42Rory Vaden?

  It's crazy and, and honestly, I was also at the time not totally convinced it would work. So I was.

• 9:47Lewis Howes?

  I know.

• 9:48Rory Vaden?

  I was.

• 9:48Lewis Howes?

  Like hopefully this works.

• 9:49Rory Vaden?

  Hopefully this works.

• 9:50Lewis Howes?

  You gotta have faith and you gotta know that like, oh, I could always go back to this also. If this doesn't work and I'm broke on my sister's couch, like, okay, I can make a few offers again and try to find a way to make money. But at the time I wasn't feeling emotionally abundant. I was financially abundant. I wasn't feeling horrible, but I was feeling like a.

• 10:08Rory Vaden?

  You were stretched.

• 10:09Lewis Howes?

  Six or seven out of 10. I was like, uh, nothing feels like it's really great. It's like good, but it's not feeling abundant. But it wasn't like my life was horrible.

• 10:19Rory Vaden?

  Oh, people were coming at you with all sorts of opportunities for all sorts of things, but you were, you were bouncing off the wall a bit. You were successful by, by the world's, you know, definition, you were successful, but. The way our strategy is, is to go, what if instead we figured out your one thing? What is the one thing that if you went all in on it? And you could become now, again, normally in our other conversations, we've talked about your brand messaging and your brand positioning. But the same is true about money. If we go, we call it, um, in Brand Mothers Group speak, we call it your PBM, your primary business model.

• 10:58Rory Vaden?

  And we say, one of the most important tactical decisions you can make in your business is answering the question, what one revenue stream matters above all? All others. What is the one revenue stream that come hell or high water? Like when push comes to shove, we're gonna make this revenue stream successful. We don't hope it's gonna be successful. It's saying we're committed to it. We're gonna not do anything else until this one works. And if this one should ever fail, we immediately pull resources from anything else and pull them back here. And when you have 17, that's very hard to do because they're constantly pulling you.

• 11:40Rory Vaden?

  And when you look at rich people, since we're now talking about money, and you go, how do they break through the wall? Well, first of all, let's use the metaphor of a wall. So if we were gonna like bust through this wall right here, if we start hitting with a sledgehammer all over, you know, we're not gonna make much difference, right? We're gonna get, we're gonna work hard, but we're gonna be frustrated. But if we hit the same spot on this wall again and again and again and again, eventually we will get traction. Eventually, it, you know, there'll be a crack, a divot, and then a hole, and then you break through the wall by hitting the same spot again and again. Now, once you're on the other side of the wall, right?

• 12:24Rory Vaden?

  Once you're rich and famous, or wealthy and well-known, as we say. In your industry, or in life, or whatever it is. Yeah. Then you can expand into other things, right? So people like to use like The Rock, because they go, well, The Rock has a skincare line. Homeboy's making money from acting. He owns a football league. He's got tequila. Yeah, WWE. I mean, he's like, all these different, different things. But how did The Rock become The Rock? He was a wrestler. One thing. Professional. Can you smell what The Rock is cooking? Like, that is how the guy got famous. People like to use Elon Musk, and they go, well, what about Elon Musk? You know, he's got like Tesla and SpaceX. Yeah, he does, but he is the best example.

• 13:09Rory Vaden?

  Go look at Elon Musk's life. He got rich from one thing. Do you know what it was?

• 13:14Lewis Howes?

  PayPal?

• 13:15Rory Vaden?

  PayPal.

• 13:15Lewis Howes?

  Yeah.

• 13:16Rory Vaden?

  All of his money came from PayPal. And he took tens of millions of dollars and then he he spread this, spread this across because this person has resources. So remember, if you have diluted focus, you get diluted results. Now, it doesn't mean you have to be focused on it. It means someone has to be focused on it. When I have a hundred million dollars, I can hire people to wake up and be focused on it.

• 13:39Lewis Howes?

  Yeah, yeah.

• 13:39Rory Vaden?

  But you as an individual person cannot be focused on a hundred things.

• 13:42Lewis Howes?

  Remember this Richard Branson, he's got, you know, boats and hotels and telephone companies, but he's able to hire the right people with the resources and they can go focus on this.

• 13:50Rory Vaden?

  But in the beginning, how do you make his money?

• 13:52Lewis Howes?

  It was one thing.

• 13:53Rory Vaden?

  Virgin record.

• 13:53Lewis Howes?

  Yeah, Virgin record.

• 13:54Rory Vaden?

  Virgin record. But Jeff Bezos, Amazon, Bill Gates, Microsoft, you know, our friend Jamie Kern Lima, It Cosmetics, Sarah Blakely, Spanx, right? You know, Jennifer Lopez, right? They, they start as one thing. They are one thing. And the, and the key is going, how do I become the world's greatest or one of the world's greatest on one thing?

• 14:16Lewis Howes?

  Yes.

• 14:17Rory Vaden?

  Then multiple streams of income if you want.

• 14:20Lewis Howes?

  Yeah, yeah, yeah.

• 14:20Rory Vaden?

  Right? There's a lot to be said to just keep going, but, but you can hire people, you can get stuff done. But over here, if you do it, you're going to stay broke. And you're going to stay, you're going to stay busy and you're going to stay broke. And it's frustrating.

• 14:32Lewis Howes?

  So what's the, what's the, for those watching live or if you're watching the, the YouTube after the fact, what's the biggest takeaway you're hearing from Rory in this example? And share how this has either supported you in your life by you applying this already? Or where you see this might be hurting you in your life with the things that you have going on? I'd love to hear in the comments below how this is resonating or speaking to you in this. And once we get clear on this, let's say people watching or listening to myself, I got clear on this and I started to eliminate certain things over a period of time. Some things I eliminated right away, some things I limited in the next two years with a roadmap. Okay, I can't just cut out all this revenue right now because I got team and bills and expenses.

• 15:17Lewis Howes?

  So I'm not just going to say no to everything and try one thing that's not making that much money. Whereas originally, I was a course and education business based on revenue streams, but I wanted to become an advertising business based on the content that I was doing with the podcast. And I wanted to get there, but I wasn't there yet. So I knew it was going to take time. It was going to take hiring the right people. It was going to take focus. And it wasn't going to happen overnight. There was a process of time doing that. But for those watching and listening, what would be the next step to then creating financial freedom in their life?

• 15:51Rory Vaden?

  All right. So we've got another drawing, another framework. We've never talked about this one before. So the next thing.

• 15:58Lewis Howes?

  And for those watching and listening right now, if we can write up lewishouse.com, just so we have it there, slash brand call, I believe that's the link.

• 16:11Rory Vaden?

  That's it. Yep.

• 16:12Lewis Howes?

  Brand call. If anyone, at any moment, you can go to this page and open it up and submit a form because Rory has been a great partner and a great friend over the years. And we've had, I think, thousands of people go through this process. Where if you're not clear on your business strategy right now, where you're going with your business, maybe you're distracted. You feel like I haven't been able to break through the $100,000 mark or half a million mark or five to 10 million mark or something is blocking you. Rory's worked with billionaires. He's worked with tons of New York Times bestselling authors. I don't know, like 30 of them, I think, in the last few years now, or something crazy like that.

• 16:57Lewis Howes?

  And he's helped people at all different levels of their financial process and their business process create freedom from peace of mind and clarity on how to do this. He's got an entire team here that will walk you through a free strategy call. If you go to this page right here, lewishouse.com/brandcall, you can fill out a form to get on a phone with one of his key strategists to just help you get clarity on where you're at and what the next steps might be. So sign up for that call at any moment. We'll also link it in the comments below, but that'll be there for you guys to sign up. So go ahead. This new framework you're talking about.

• 17:36Rory Vaden?

  Love it. So, so to your point about the transition, because you made a split second decision to cut out a couple of million dollars in revenue. That was a big, big, big swing. Which is a good point, though, because you're able to do that when you're not married and you don't have kids and you don't have a lot of bills. One of the best things you can do financially to take more risk is reduce your expenses.

• 17:56Lewis Howes?

  Yes.

• 17:56Rory Vaden?

  Lower your appetite for material goods. And, you know, if you don't have a lot of responsibilities, you can take more financial risks. So, but, but regardless of where you're at on your journey, this will, this will help you. So we call this the golden grid. And this is how you create the transition plan

• 18:16Rory Vaden?

  in your, for your financial future. So it's really simple. So here's what we're gonna do. We're gonna look at this through two lenses. So, short term and long term.

• 18:29Rory Vaden?

  Okay? And we're gonna just do a super simple exercise. Right here is what we call your, I said this earlier, your primary business model. Your PBM. Then you have your secondary

• 18:53Rory Vaden?

  business model.

• 18:56Rory Vaden?

  Then we have ancillary revenue streams.

• 19:02Rory Vaden?

  And a huge part of the power of this is just getting clear in your own life. Where am I and what am I dealing with? Now, the most important one is this one. We wanna identify what is the one revenue stream that matters above all others. But pragmatically speaking, we have to look at that through short term. Like, it might be your day job, right? Some of you watching right now, it's like, it might be your salary job and you go, "I have to succeed at work. I can't let that fail. It's paying the bills. It gives us health insurance and I'm saving money or like, you know, whatever." It could be a day job or it could be the thing you're doing now that you don't want to do. Like, in your case, it was courses.

• 19:46Lewis Howes?

  Yeah.

• 19:47Rory Vaden?

  People thought of you in different ways, but in reality, on your financial statements, you made money from courses.

• 19:53Lewis Howes?

  The most money came from courses.

• 19:54Rory Vaden?

  The most money came from courses. So even just being clear to go, "Okay, I'm a lot of things, but what am I really?" And this is a simple question to answer because all you gotta do is look, hey, where's the cash flow coming from?

• 20:06Lewis Howes?

  Yep.

• 20:07Rory Vaden?

  Right? So you're gonna put something in here. And, and here's the thing. This is- What you need to do, or you have to do. This is what you want to do.

• 20:21Lewis Howes?

  Long term.

• 20:22Rory Vaden?

  Long term. But you have to do what you have to do in order to earn the right to get to do what you want to do.

• 20:29Lewis Howes?

  Yes.

• 20:30Rory Vaden?

  Now, the, the lower your appetite for material goods and the less obligation you have in your life, the shorter the runway can be because the, the more you can hit the gas pedal of risk.

• 20:41Lewis Howes?

  Yeah.

• 20:42Rory Vaden?

  And you can take off like you did. Now, now you're married man.

• 20:44Lewis Howes?

  Yeah, yeah.

• 20:45Rory Vaden?

  So it's, it's a little bit there. Fortunately, you married a sugar mama, so it's even better.

• 20:49Lewis Howes?

  Yeah, yeah, yeah. See the money magnet.

• 20:52Rory Vaden?

  Um, but we want one thing here. And we also want one thing here, right? So the, the key is we want four one things in these boxes. Um, and sometimes this drops to this, sometimes this drops here, sometimes this drops off. So it's, it's different for everybody. Now, down here, you can dump other stuff.

• 21:17Lewis Howes?

  Yeah.

• 21:18Rory Vaden?

  But.

• 21:18Lewis Howes?

  So like, right now, my main business, primary business model is ads.

• 21:23Rory Vaden?

  Ads.

• 21:24Lewis Howes?

  Advertising sponsors, ads. But an ancillary revenue stream is I've got a book, right? It's like I've got a book and my audio book and the physical copy and.

• 21:34Rory Vaden?

  Speaking. Speaking might be on there, but you'd be doing that. You don't do that a ton.

• 21:37Lewis Howes?

  I don't very, I don't do much at all. So it's like, I'll do it when it's convenient to me and it makes sense. But otherwise, I say no to a lot of these things. The book is not like a massive revenue generator. It's more of a brand positioner and a service piece. How can I add value with my content and context?

• 21:53Rory Vaden?

  And it's a gateway to your main thing.

• 21:55Lewis Howes?

  It is. It's a gateway of drawing people in so that they'll consume my podcast in a deeper, more meaningful way. Things like that. I mean, if it makes a lot of money, great. But you don't have the control over that necessarily. You have to sell so many books to do that. So, but it's ancillary.

• 22:10Rory Vaden?

  And, and when you slot it, things become super clear. But until you put each thing in here, you go, for a lot of us in our mind, we have three things here. And you go, you're not going to succeed with three things here.

• 22:23Lewis Howes?

  Yeah, I'm a coach and I create content and I do sponsorships and I write books and I speak and do workshops and, and I do members. It's like all these things at once.

• 22:31Rory Vaden?

  And it's fine if this doesn't exist yet, that's long term. But we gotta go, what is practical and real? How do we keep the lights on?

• 22:39Lewis Howes?

  Yep.

• 22:40Rory Vaden?

  But also, what are we building towards? And we want to focus on this and ratchet this up as much as possible. And we have a, we have a, a rule called the 70 30 rule. Which is basically the way to make a transition, because we ask this question a lot, right? It's like someone, someone requests a call and they go, well, I have a day job, but I really want to be a speaker. I really want to be an author. I really want to become a coach. You know, we work with a lot of experts and entrepreneurs are the two primary groups we work with. And they go, how do I know when to make the leap? And the answer is 70 30 is you go, all right, so right now, we gotta go, what's the main thing? And that's like 100% of the money's coming from this thing. And then we want to build the new thing.

• 23:26Rory Vaden?

  And we build up the new thing and to where the new thing is about 30%. And once it gets to 30, then you can make the leap and kind of like go for it. Because it's hard to get it past 30 without going all in. But if you're at least 30% of your income is coming from that, you know, it's going to work.

• 23:40Lewis Howes?

  You're doing 30% with 10, 15% of your time.

• 23:43Rory Vaden?

  Exactly.

• 23:44Lewis Howes?

  It's like, okay, I'm doing this on the weekends or at nights or whenever, lunch break or whatever, I'm able to make this money. And now what if I had all my time? Then I could go all in on it and that 30 could get to, you know, maybe 50 pretty quickly of percent of the money it was making. And then hopefully 100% and beyond.

• 24:02Rory Vaden?

  Yeah. And, and you, when you look at money and doing new things, uh, you hear the term runway a lot. And I think that's actually a good, a good metaphor because it's like, how, how long is my window to succeed with the new thing?

• 24:19Rory Vaden?

  You extend your runway by limiting the amount of of cash that you need to to get the thing off the ground. So if you keep your expenses down, you work pretty lean and you keep you stay out of debt and you you know, then you're extending your runway, you giving yourself more time to take off before the plane just kind of crashes. So keeping the expenses down is a good thing, but that's where we got to start and go, all right, what is what is in this now? There's really only five ways that personal brands make money.

• 24:53Rory Vaden?

  That we've

• 24:53Lewis Howes?

  What's that? We see that as well?

• 24:54Rory Vaden?

  Yeah, sure. We can. Actually, let's do it on this. We got this up here. You want to do a new page?

• 24:58Lewis Howes?

  New page, new page up there again.

• 24:59Rory Vaden?

  All right.

• 25:02Lewis Howes?

  You run it up here again.

• 25:03Rory Vaden?

  Okay.

• 25:04Lewis Howes?

  Lewis.com

• 25:04Rory Vaden?

  All right, right here.

• 25:06Lewis Howes?

  Yeah.

• 25:06Rory Vaden?

  Okay, Lewis.

• 25:10Rory Vaden?

  House.com slash.

• 25:15Rory Vaden?

  Brand call. Okay. So.

• 25:19Lewis Howes?

  And so right now you're going to talk about the five different ways that personal brands can make money.

• 25:23Rory Vaden?

  Yeah.

• 25:24Lewis Howes?

  There's only five ways. There's not 12 or 17?

• 25:27Rory Vaden?

  Really, we put them into five categories.

• 25:28Lewis Howes?

  Okay, cool.

• 25:29Rory Vaden?

  Okay, we call them the paids.

• 25:31Lewis Howes?

  Uh huh.

• 25:31Rory Vaden?

  So there's five ways to get paid. And if you if you look at now, personal brand to us also, you know, we've talked about this on other interviews. It does not mean speaker, author, coach. Personal brand is simply the digitization of your reputation. So we work with professional service providers, accountants, lawyers, doctors, chiropractors. Because they're still a personal brand. It's anyone who's using their reputation to drive revenue.

• 25:57Lewis Howes?

  For their local community services in their town or whatever it might be their state. But not just someone who's also trying to reach a message to the world like a lot of personal brands you work with as well.

• 26:07Rory Vaden?

  Yeah, yeah. I mean, we work with some of the most famous, I mean, you know, people who've reached millions and millions of people. But you know, when you and I started working together, as I looked this up, that You had started the podcast when 2012?

• 26:20Lewis Howes?

  Yeah, 12 years ago.

• 26:21Rory Vaden?

  Yeah, so, so 2012.

• 26:23Lewis Howes?

  It's been five years since we started this process. I was doing the podcast for five years.

• 26:28Rory Vaden?

  You had done it for five years. It took you five years to get to 30 million downloads.

• 26:33Lewis Howes?

  Yeah, yeah, now it's over a billion.

• 26:35Rory Vaden?

  When we started working together and we did She Hands Wall, you went from 30 million downloads.

• 26:40Lewis Howes?

  To 100 million.

• 26:41Rory Vaden?

  500 million.

• 26:42Lewis Howes?

  Know what it was?

• 26:43Rory Vaden?

  In two and a half like years.

• 26:44Lewis Howes?

  Something crazy.

• 26:45Rory Vaden?

  And then you've done another 500 million. It's like over 500 million since then.

• 26:49Lewis Howes?

  Yeah, yeah.

• 26:50Rory Vaden?

  So billion, a billion. So it's, you're a great testimony to the power of.

• 26:54Lewis Howes?

  Cause we went all in and made it the primary thing.

• 26:56Rory Vaden?

  Right. And most podcasters, it's one of several things they do. So who's gonna win? Somebody who just does it and it's all we care about and it's top notch guests and top production quality and perfect editing and like just all we promote. Or someone who kinda has a podcast, they do a little bit on the side using Zoom and crappy cameras, right? You know, like that kind of thing. So, all right, so back to this. So if you, you have a pile of followers and you wanna turn them into a pile of cash, buy vehicles to do this.

• 27:28Lewis Howes?

  And before you share the first one, again, for those watching or listening, if this is resonating with you, leave a yes, leave a comment below that it's resonating. And if there's been an aha for you, let me know. So we can see what you wanna hear more of in the future around this type of content. Leave that. If you have a question around some of these things, feel free to type in a question as well. So we can continue to be of service to you and know more of what you need to be successful. So the five things starts with what?

• 27:58Rory Vaden?

  All right. So the P stands for products, physical products, right? This is Sarah Blinkley with Spanx. This is Elon Musk selling Teslas. This could be selling day planners, T-shirts, like it's a physical product. You go, you look at Shark Tank, it's almost all physical products.

• 28:13Lewis Howes?

  That's food products that.

• 28:15Rory Vaden?

  Could be, yeah, it could be a shake, a vitamin, like a physical product. There's advantages and disadvantages of each of these. We can talk about it. The A is ads and affiliate.

• 28:27Rory Vaden?

  This is your model now.

• 28:30Lewis Howes?

  Yes.

• 28:31Rory Vaden?

  But it wasn't, it wasn't your primary business model when we met.

• 28:35Lewis Howes?

  No.

• 28:35Rory Vaden?

  Um, your primary business model was actually this, was selling information. So this is, this is courses, coaching, consulting.

• 28:44Lewis Howes?

  Membership.

• 28:45Rory Vaden?

  Uh, membership, certifications, assessments. These are basically, you could think of this as a digital product.

• 28:51Lewis Howes?

  That's a college or university as well.

• 28:53Rory Vaden?

  Yeah, college or university, great example. Um, but you're, you're selling knowledge of some type. Uh, then the D is deals, which are third-party deals. Book deals, TV deals, brand deals, movie deals, licensing deals. This is where somebody is, it is usually a royalty is involved. That's like the, the classic sign. It's usually later in someone's career stage, but you're being paid in advance to create something. And then you have an earn-out that you get like a long tail, you know, royalty or whatever. So there's deals and then there's the one that is the, this is the fastest path to cash.

• 29:35Rory Vaden?

  And this is the one that is the biggest opportunity that most of us can break free with is services. And this is a time for money exchange. Okay.

• 29:50Lewis Howes?

  It's the fastest way to make money, but it's the hardest to scale.

• 29:53Rory Vaden?

  Exactly. But people poo-poo on this because they're like, oh, well, that's not scalable. Well, something like coaching is a good example, right? People will be like, oh, you don't want to do the coaching. Coaching is not scalable. Well, two things. One, any service is scalable through one mechanism. You raise the price, right? I used to do keynotes at $5,000. Now I do them at $65,000. It's the same keynote.

• 30:15Lewis Howes?

  But is there, is there a limit though? You can't scale to a million.

• 30:17Rory Vaden?

  No, well, I did an event, well, I did an event a few months ago with Tony Robbins. He got a million bucks.

• 30:23Lewis Howes?

  Right, right.

• 30:23Rory Vaden?

  So you can go pretty high, right?

• 30:25Lewis Howes?

  Right, right.

• 30:26Rory Vaden?

  So one-on-one coaching, you raise your fee. Consulting, you raise your fee.

• 30:29Lewis Howes?

  Sure.

• 30:29Rory Vaden?

  The other thing is you create other people and you train them like Brand Builders Group, right? We have about a thousand clients in our coaching program. I know I can't coach a thousand people. That's why we have full time employees. We certify them as strategists. It's what they do. So.

• 30:43Lewis Howes?

  Where would where would software go underneath?

• 30:46Rory Vaden?

  Usually software is kind of like it's information. It's like an information product.

• 30:50Lewis Howes?

  Gotcha.

• 30:51Rory Vaden?

  You know, so.

• 30:52Lewis Howes?

  Like email marketing service or software.

• 30:55Rory Vaden?

  A lot of that tends to sort of stick in here. You know, that's kind of like a digital product in some ways, but it tends to focus more on like.

• 31:03Lewis Howes?

  Gotcha.

• 31:03Rory Vaden?

  Now, any of them can be good. All of them is bad. The idea is not that you should do them all. The idea is that you should choose one. And we have to weigh the advantages and disadvantages. And when we take questions, this would be somebody could could say, well, I'm trying to choose between these and we could talk through maybe someone's personal situation. So these are the only five ways to make money. Now, the question is, how do I know which one is the right one for me? Or which one is the best one for me?

• 31:33Lewis Howes?

  How do we know?

• 31:34Rory Vaden?

  Well, we use another acronym. We say, look for the dares.

• 31:39Lewis Howes?

  Uh huh.

• 31:40Rory Vaden?

  Okay. D A R E S. Okay, now the dares are the the the perfect characteristic of a perfect, modern day business model.

• 31:57Rory Vaden?

  So we're looking for things that are D, digital, whenever possible.

• 32:02Lewis Howes?

  Automated.

• 32:03Rory Vaden?

  A, automated. R is recurring.

• 32:10Rory Vaden?

  Uh, E is evergreen.

• 32:12Lewis Howes?

  Evergreen.

• 32:15Rory Vaden?

  And S.

• 32:16Lewis Howes?

  Scalable.

• 32:17Rory Vaden?

  Is scalable. Digital, automated, recurring, evergreen and scalable. So if you look at.

• 32:24Lewis Howes?

  If people can assess this for themselves right now and just think of what is my business model or all the different things that I offer? Am I offering multiple things, one thing? And do I have 17 revenue streams or am I going all in on one things? If you just. Looked at that first, you'll have a clear picture of maybe why something's working or why something's not working. And if you look at this as well, is my stuff digital, automated, reoccurring, evergreen, scale bar? Or is it only one of these things? Then you can also have some awareness around if something's working in your favor or not working in your favor. And now what to do about it next? And so.

• 33:05Rory Vaden?

  As you weigh, if you were to take each of these and give them a score of like each of these, it sort of tells you like, okay, what's the right fit for me? You also add stress. We, that's.

• 33:19Lewis Howes?

  Stress score.

• 33:19Rory Vaden?

  What's the stress score?

• 33:20Lewis Howes?

  So how would you do both those scores?

• 33:22Rory Vaden?

  Yeah, like if you were actually gonna do it, you'd go, okay, so products, you go, how digitized is this product? How automated is it? Right? So digital means it's digital, there's no physical.

• 33:32Lewis Howes?

  Someone buys it and they get it instantly, you don't have to ship something.

• 33:35Rory Vaden?

  That's right, you're not manufacturing, you're not sourcing materials, you're not dealing with warehouses, you're not dealing with shipping, you're not dealing with.

• 33:40Lewis Howes?

  Refunds.

• 33:41Rory Vaden?

  Well, you still can have refunds.

• 33:43Lewis Howes?

  You're not dealing with like someone shipping back a refund physically and having to restore it.

• 33:47Rory Vaden?

  Like a consignment, like, yeah, that, you're not dealing with that. Automated means it's self-service, like a vending machine technically is automated, even though it's not digital. It's, it's.

• 33:57Lewis Howes?

  It's got some automation to it, but you still have to go and serve it.

• 34:00Rory Vaden?

  You, you do.

• 34:01Lewis Howes?

  Once for.

• 34:01Rory Vaden?

  But you go, what's the level of automation here?

• 34:03Lewis Howes?

  Yes.

• 34:04Rory Vaden?

  How much is the customer dealing with it themselves versus you having to provide?

• 34:09Lewis Howes?

  Laundry mats automated, but you still have to go refill it every once in a while.

• 34:12Rory Vaden?

  Yeah.

• 34:13Lewis Howes?

  Yeah, yeah.

• 34:13Rory Vaden?

  So we've not founded a business model that is perfect on all of these. Uh, we get asked that question a lot, so the best example, because we do get this question a lot, is Netflix. So Netflix is digital, there's no physical inventory, it's automated, there's no salespeople, the customer is completely self-select. It's recurring, you pay for it every month.

• 34:32Lewis Howes?

  Don't they have ads and spawn promotions though? They have, they.

• 34:36Rory Vaden?

  Well, you gotta sell it, yeah, you gotta sell it perpetually, but the revenue is recurring as a customer. You pay the 10 bucks a month. It's evergreen because once a movie is in there, you never have to update the movie. But it's not evergreen, this is the part.

• 34:50Lewis Howes?

  You have to keep. Doing it.

• 34:52Rory Vaden?

  New content all the time, otherwise people cancel.

• 34:54Lewis Howes?

  Yeah, yeah.

• 34:55Rory Vaden?

  And then it's pretty scalable, right? Like it doesn't, you add a customer, it doesn't like change anything.

• 35:01Lewis Howes?

  Yeah.

• 35:01Rory Vaden?

  So, you know, there's different scores. Now, like a laundromat can be a great business, but you know, you gotta look at the stress core. And I also say you gotta look at passion, right?

• 35:09Lewis Howes?

  Do you care about it?

• 35:11Rory Vaden?

  Do you want to do it? Like, there's, there's lots of ways to make money. Um, and, but it's also like with your, does it align with your personal brand and what you, what you want to do? So that's all, those are all factors to this, right? So we're just kind of weighing these out. And, and some of them, it's like, for you, you were doing this. So we knew that you understood the world of digital. But it was like you're launching stuff constantly and it was stressful.

• 35:37Lewis Howes?

  A lot.

• 35:38Rory Vaden?

  And meanwhile, it's like the podcast is sort of taking off to go, well, what if we just did this? And the advertisers were just paying.

• 35:46Lewis Howes?

  And it wasn't even making any money really then. It was like.

• 35:49Rory Vaden?

  Low on the lift.

• 35:50Lewis Howes?

  We weren't even thinking about ads or affiliates at that time, just because we're like, ah, we just want to give away for free and help people. And we don't, you know, any of that stuff.

• 35:58Rory Vaden?

  It was a traffic source to sell courses, really what it was at that time.

• 36:02Lewis Howes?

  Yeah, it was.

• 36:03Rory Vaden?

  Uh, but yeah, so, so each person is different and you know, we look at, you know, all of these things to help you. And that's why it's like, we can't tell you what's the right answer. It's, it's, it's unique for each person.

• 36:14Lewis Howes?

  It's a self reflecting process.

• 36:16Rory Vaden?

  Yeah.

• 36:16Lewis Howes?

  An assessment, assessing for yourself. We had a few questions come in here. I wanted to get to some of these. Um, as a real estate investors or even just realtors in general, which category are they in with the paids section?

• 36:32Rory Vaden?

  I'd probably, well, real estate agents for sure are down here in services. We work with a lot of agents. Cause you're using your personal brand, not because you want to sell a course, you could do that. But most of the real estate agents we work with, they're trying to drive more listings or something like that.

• 36:45Lewis Howes?

  And if you're a real estate investor, then what would that?

• 36:47Rory Vaden?

  Probably a time, I would call that's a service.

• 36:49Lewis Howes?

  Really?

• 36:49Rory Vaden?

  It's, yeah. It's like you're selling the service of your time to yourself. Because you're, but it's like you're investing the money, you're managing the money. This is like a real estate investor is like a financial advisor, basically, right? Like your, your business is finding opportunities to make money. So I would

• 37:07Lewis Howes?

  You gotta go out and source deals, be on the phone, you gotta go look at properties, you gotta go vet them, you gotta do all the due diligence.

• 37:14Rory Vaden?

  And we love real estate in terms of, you know, if you look at, if we went back to your quadrant three, about going, just how do you make money?

• 37:22Lewis Howes?

  Yeah.

• 37:23Rory Vaden?

  There's a few things that really make money, right? It's like, first of all, I have a friend, a good friend of mine, Jason Dorsey, he says, the money's in the money. Do you just want to get rich?

• 37:32Lewis Howes?

  Just find it.

• 37:33Rory Vaden?

  Manage money, just be in private equity, take a small percentage of big transactions. Like you make money managing money because you're a conduit.

• 37:42Lewis Howes?

  You are.

• 37:42Rory Vaden?

  Banks make money, credit cards make money, they're just, you know, Venmo makes money. It's just little percentages of these.

• 37:49Lewis Howes?

  Big pies.

• 37:50Rory Vaden?

  Big pies.

• 37:50Lewis Howes?

  Or it's like, if you want to make money, like solve rich people's problems.

• 37:54Rory Vaden?

  Solve problems for rich people, yeah, you sell private jets, you sell yachts or whatever.

• 37:57Lewis Howes?

  Yeah.

• 37:57Rory Vaden?

  But real estate is the other one that's really great.

• 37:59Lewis Howes?

  Yeah.

• 38:00Rory Vaden?

  Um, you know, we also, we're, we tend to be in, uh, like information marketing is a great one.

• 38:05Lewis Howes?

  Yep.

• 38:05Rory Vaden?

  Uh, and, and, you know, there's, uh, network marketing, like people can make real money. We have a lot of billionaires that we work with, the 100 millionaires that are in that space.

• 38:14Lewis Howes?

  Yeah.

• 38:15Rory Vaden?

  So there's lots of different ways to make money, so real estate is, is a great one, but, um, yeah, so I would put that one here in terms of what's that category? But yeah, it takes work. The point I was gonna make is, there's no such thing as past, like, there's very few things that are true passive income.

• 38:31Lewis Howes?

  And someone was asking about, you know, between all of these, what is evergreen? And I'll share that from my perspective with the business model I have.

• 38:42Lewis Howes?

  One episode that I do on the podcast is not news related, but it's not like time bound of like, oh, I'm gonna get a lot of views because I'm responding to something that happened in the news yesterday or today. And therefore everyone's gonna watch this, but then no one watches it later. I do evergreen content on the School of Greatness. So I find a subject matter, an expert, a celebrity, someone who's fascinating or coming out with a new book, with new research or science, and I have them break down that subject matter. This piece of content right here, this is originally being Recorded live from a money mastermind or excuse me, money mindset class, masterclass.

• 39:23Lewis Howes?

  But this is being recorded and it will be up on YouTube and audio forever. And we'll be able to use clips of this on social media. We'll be able to continue to monetize this, putting it up once and making money on it forever. Potentially as long as the platform's around and they keep allowing for monetization. So I have videos on YouTube or audio episodes that continue to make dollars every single day. From five, six, seven, eight years ago. Some of them make a hundred bucks a day, some of them make five cents a day, right? But it's one piece of content and it's supposed to be evergreen where it can live potentially forever. Or very long periods of time. So that's evergreen.

• 40:06Lewis Howes?

  A book is evergreen in a sense, as long as it doesn't need to be updated constantly, as long as it's not. I don't know, around that idea that then up, there's new research and science that like breaks this idea. And it's outdated. So as long as you make it evergreen, like this book is meant to be evergreen for. I don't know, of hundred years because it's more around mindset. It's not about what's happening in the market today and how to invest for the next two years. It's not about that. It's about understanding who you are, how you interact with money and how to have a better relationship with money. And I think that's now and then gonna be in a hundred years. So that's, this is evergreen. This content that you're listening to, watching is evergreen.

• 40:49Lewis Howes?

  This format of pades and dares is an evergreen IP, an evergreen concept.

• 40:59Rory Vaden?

  Intellectual property.

• 41:00Lewis Howes?

  Right. It's your own IP that this will last for a long time. You could use this IP for decades and it'll still be relevant for people today and in 10 years. So that's the concept of evergreen. Do you have anything else you want to expand on that?

• 41:15Rory Vaden?

  I mean, you, I think you hit it. Evergreen means it doesn't need to be updated.

• 41:18Lewis Howes?

  Yeah.

• 41:18Rory Vaden?

  Right. If I wrote a book about AI or a book about social media.

• 41:21Lewis Howes?

  It's gonna be updated every three months.

• 41:23Rory Vaden?

  Yeah. I mean, it's, it's like, it's outdated before the book hits the.

• 41:25Lewis Howes?

  Exactly. Exactly.

• 41:26Rory Vaden?

  So that's what evergreen is. We have another question. It looks like that came in.

• 41:32Lewis Howes?

  Yes.

• 41:32Rory Vaden?

  What?

• 41:33Lewis Howes?

  Where do I find a good accountability partner or mentor? Well, I think the first place you want to start with, I think, is finding the information. Depends on where you're at. If you're broke, I think the best place to start is finding free content where you're respect someone's ideas or their story or their career or their legacy of their life. Where you can go and learn from them for free. So I have that with the podcast where I bring free content from people. You might be able to read someone's newsletter or blog posts or watch their content on social media, read their books. Things like that where you can start depending on the level you're at.

• 42:08Rory Vaden?

  And by the way, on the free thing, it's good to pay for things. And even if you don't have money, like you should share, share Lewis's content, share the episodes, like, comment, leave reviews. You ask for a review on the book. You can pay. That's creating the generosity flow of like, thank you for this incredible free content. Let me share it with a friend. That's how you pay and start that flow.

• 42:33Lewis Howes?

  But if you're in, you know, when I was getting started, I was using LinkedIn to reach out to local leaders. I was joining Toastmasters. We were both in Toastmasters and I found a mentor who taught me how to do public speaking in Toastmasters. I think it's like a hundred bucks a year or something like that. So you can find it by joining communities or local business networking groups. You can find local mentors who are even just a few steps ahead of you, who you can really learn from. They don't have to be billionaires to learn from them. But if you're in the entrepreneur, content creator, personal brand expert, you're a doctor, you're a real estate agent, you're someone who is building credibility in an industry. The best place to find mentorship truly is to do a strategy call.

• 43:17Lewis Howes?

  And if you just go to lewishouse.com/brandcall, the link is right here. You can get a free strategy session from one of Rory's top strategists here at Brand Builders Group. So I would go there. If you're looking to build your business, your personal brand, your messaging and expand your influence, whether you're A doctor, a real estate agent, a dentist in a local community and you want to expand there? Or if you're an author, a speaker, a content creator and you want to expand to the world your message, sign up for a call right now and get a free strategy call at lewishowes.com/brandcall. Let's see if there's another question.

• 43:57Rory Vaden?

  This is good.

• 43:58Lewis Howes?

  Go ahead.

• 43:58Rory Vaden?

  So it says how to scale as a doctor, like I one, one client at a time.

• 44:05Lewis Howes?

  Okay.

• 44:05Rory Vaden?

  Okay, so when you look at how to scale a service, so I'm going to, I'm going to answer this question specifically, but then it's going to trigger me for a framework that I think will apply to everyone.

• 44:15Lewis Howes?

  Perfect.

• 44:15Rory Vaden?

  Okay, so for a doctor, and one of our clients is Dr. Gabrielle Lyon, she's amazing. You had her on your show before, she's great, she's phenomenal. So any type of service, I think the two fastest ways to scale a service, one is you raise your price, right? As a speaker, this is there, my, one of my revenue streams, my secondary revenue stream is speaking, right? You raise your price. The other is you train other people how to deliver the service for you and you run the marketing and sales engine to drive, to drive that in.

• 44:48Lewis Howes?

  Leads.

• 44:49Rory Vaden?

  Yeah, you're basically driving leads and customers, but then you're outsourcing the delivery. That's what I do now at Brand Builders Group is, you know, I don't coach very many people one-on-one. There's a few, right?

• 45:00Lewis Howes?

  For the right price.

• 45:01Rory Vaden?

  For the right price and there's high-profile people that I work with, et cetera. But many times I don't need to be the one because our, our curriculum is so tight and trained to our strategists, we can scale it and it, we can offer it much cheaper because it does, it's not dependent on me. So that would be one thing. But for both a doctor and for, for everybody, I want to do another monetization framework. I don't, we've never talked about this before either, so this is, this is good. All right, so let me put this back up here.

• 45:33Rory Vaden?

  LewisHowes.com/brandcall. All right. This concept is something that we call

• 45:45Rory Vaden?

  Fractal math. So this is, this is an advanced monetization strategy. And you know, if someone's a doctor, I think this is, it fits. Anyone who is like a real expert, they can, they can do this. So here's the concept of fractal math. The concept of fractal math says that 10% of your customers will invest 10 times more. Really? Let's say you have a $30 product.

• 46:18Rory Vaden?

  $30 product.

• 46:21Rory Vaden?

  And you have a thousand customers who bought it. Right? So you have a thousand customers. That is 30,000 in revenue.

• 46:36Rory Vaden?

  Makes sense, right? So you got, you got sort of like this kind of situation. You got 30 customers or $30 product times 1,000 customers is 30,000 in revenue. Now, if you said, how do you double your revenue? One obvious way is Double your customers. Double your customers, which is how most of us would think. Go get 1,000 customers. And that's not the wrong, it's not bad or wrong, but it is the most expensive way to double your revenue. And the most, the hardest probably, right? And the hardest. And the reason is because the hardest type of customer to get Is a new one. Is a new customer. Also, the most expensive type of customer to get is a new one. Yeah. Inversely, the most profitable type of customer to get is an existing one.

• 47:22Rory Vaden?

  And so if you apply this concept of fractal math here, and you go 10% of your customers, which are these thousand, so 10% of a thousand would be 100,

• 47:35Rory Vaden?

  will invest 10 times more, meaning they would buy a $300 product. So now you have more like, you know, this kind of scenario, something like that. What is 100 times 300 is? This is 30,000. 30,000. There you go. So you just doubled your revenue. Here's what's wild about this. You doubled your revenue without adding a single customer acquisition cost.

• 48:03Rory Vaden?

  You just made a new offering. What, what's happening here?

• 48:08Rory Vaden?

  Typically is intimacy is increasing. Okay, so.

• 48:17Lewis Howes?

  More time, more connection to you, more access to you, more something where you're invested in them deeper.

• 48:24Rory Vaden?

  Yeah, you got it. It's, it is.

• 48:29Rory Vaden?

  So this continues on, right? So you'd have 10 of these people would buy a $3,000 product. That's another 30,000 in revenue. And then one person.

• 48:42Lewis Howes?

  Would spend 30,000.

• 48:44Rory Vaden?

  Yep, $30,000 product.

• 48:47Lewis Howes?

  One, yeah.

• 48:49Rory Vaden?

  And one customer over here.

• 48:51Lewis Howes?

  And the graphs keep.

• 48:53Rory Vaden?

  Yeah, but you've quadrupled your revenue.

• 48:57Lewis Howes?

  Hmm.

• 48:57Rory Vaden?

  Without adding a single customer, right? So if we kind of go like this, right? This is this and this is something like this.

• 49:07Lewis Howes?

  Wow.

• 49:07Rory Vaden?

  Now, so that is how fractal math works. This is for advanced people. Remember Sheehan's wall?

• 49:15Lewis Howes?

  Yes.

• 49:16Rory Vaden?

  In the beginning, you want to do this. You want to.

• 49:19Lewis Howes?

  Don't want to auto all these.

• 49:20Rory Vaden?

  You don't want to start with all this. You want to do this and you want to crush it.

• 49:23Lewis Howes?

  Max it out.

• 49:24Rory Vaden?

  Max it out. When that baby's running on autopilot, right? And if you're a doctor, there's a good chance where you go like, um, like, you've been doing it for a hot minute and you're like, how do I scale? I'm starting to think about that. You go, okay. How many customers have you had over the years? Some number of people will invest 10 times more. This is what, you know, my doctor now, I pay my doctor, uh, we have a private physician. We just pay a monthly retainer. Whether I use them or not, but they're there like.

• 49:51Lewis Howes?

  You know, I call, they come to you.

• 49:53Rory Vaden?

  They come to me, whatever. Like if, if, if they're, I need a script or something like they do telehealth. I mean, they're just.

• 49:59Lewis Howes?

  You're not waiting lines at a CVS. You're not going to like.

• 50:03Rory Vaden?

  No, no, no.

• 50:03Lewis Howes?

  Urgent care or you're just like, hey.

• 50:05Rory Vaden?

  And by the way, so we haven't talked about this, but one of the most important concepts of, of how rich people think is most people spend time to save money.

• 50:17Rory Vaden?

  Rich people spend money to save time. Yeah. And that's when you really get, when you get into that, um, a healthy relationship with money and you go, my, my time matters way more than my money. I will spend money. That's why we hire people, right? It's like, we're hiring people constantly because it's like, I need stuff done so that I'm not doing it. I'm spending, when you do coaching, when you, you know, this question, somebody asks is a great one about a mentor. Why do you spend money? Because it's like, you could figure out how to become a New York Times bestselling author all on your own. Probably going to take you 20 years. I can teach you in two days how to do it. Like exactly, here is everything you do. And that's when we've done it several times. Yes. Same thing, you know, you want to be a Hall of Fame speaker, like we can teach you in two days.

• 51:02Rory Vaden?

  Like here's the, the system. Yeah. You know, real estate investing, you could stumble your way through it. You could pay someone, not us, because we don't do this, somebody to teach you how to do it. So you're spending money to save time and that's what people are, are doing here. By the way, so if you look at increasing price points,

• 51:21Rory Vaden?

  what we, what we typically look at is you go, here's how to either make an offer more enticing or to, um, um, have them pay more. Recall this, making it, making your offer sexy. Okay, so what we want is, um, we're, we're giving people, people will pay for speed. People will pay for execution, which is like done for you. People will pay for exposure. And then people will pay for intimacy, which is, you know, intimacy, which is access. Sorry, I'm running out of space here, but. All good. Intimacy.

• 52:05Rory Vaden?

  So I was talking, talking about intimacy here, but that's how you, you move people this way by increasing the speed, increasing how much of it's done for them, giving them additional exposure or intimacy. And let's see. Uh, execution. Execution. So like, um. When someone executes it for you. Yeah. So for example, so I would just use Brand Builders Group as an example, right? So like, uh, somebody's asking this question, would a brand strategy call work if I don't yet have clarity on my brand? Um, I'm a viewer who wants to speak to young athletes and students. Absolutely. You're the, you're the epitome of what, what we do. Today has been all about money. Normally what we do is help people get clarity on what their brand message is, who their audience is, all that, what problem they solve.

• 52:51Rory Vaden?

  First, but we were a strategy firm first. What's happened is people are like, okay, well, once I get clear on the strategy, who, who do you recommend I use to build the websites and write the copy and like, do all the marketing automation and build the funnel?

• 53:06Lewis Howes?

  Facebook ads.

• 53:07Rory Vaden?

  Yeah. And we have not touched it, uh, because we weren't able to. But now we have reached a point of scale over, over seven years. We now have 50 employees and you know, we're an eight figure business. We now have something called instant automation toolkit where we can help people execute upon, uh, some preset number of things that we do. That's execution. It's like, oh, it's done for you. Right? So speed, execution, exposure.

• 53:34Lewis Howes?

  Intimacy.

• 53:34Rory Vaden?

  And intimacy. That's how you increase, you either increase the price. Or if you were just doing this and you wanted to get more people to buy this, you give them these as bonuses.

• 53:43Lewis Howes?

  That's beautiful.

• 53:43Rory Vaden?

  That's what creates conversion.

• 53:45Lewis Howes?

  And someone was asking, how can I stay encouraged when, uh, when others doubt my passion driven work? Why? I think one thing, spend more time with people that are encouraging you and less time with the people that are discouraging you, or just don't talk to those people about your stuff. If they're constantly doubting you or saying, ah, you should be going for something else. It doesn't mean you have to remove these people from your life forever. It's just, maybe talk about your passion, work, your projects with other mentors, friends who are kind of guiding and encouraging you more and really supporting you. And you can also have a conversation with those that are discouraging you if they're friends or family and say, hey, listen, I know you're worried about me doing this, or you've seen me fail in the past, but this is something that really lights me up.

• 54:30Lewis Howes?

  And I want to feel close to you. I want to feel intimate to you. But sometimes I feel discouraged when I bring this to you. My request is that when I do bring it to you, you, you be positive with me. You, you accept it. You know, you encourage me. You give me good feedback and coaching. Or you just don't doubt me. You know, you can be neutral. Just don't kind of crap on my ideas. That's one thing I would do is, is really find a couple of good people that, that believe in you, that are your cheerleaders. And at the end of the day, you may not be able to find that, but you've got to be the one to be a cheerleader to you either way. There may be seasons of life in that space.

• 55:09Rory Vaden?

  There's also one thing on this, because this is an important, important question where you go, how do I stay focused on my passion when other people are discouraging me? One of the things that is so true about this, you'll, you will never experience haters who are further ahead than you are.

• 55:28Lewis Howes?

  That's true.

• 55:29Rory Vaden?

  Like people who are successful, they don't have time to hate on other people. It's almost always from someone who is not on the journey. And the other thing is like, don't, don't take discouragement from someone who you wouldn't take their advice. If they haven't done what you've done.

• 55:46Lewis Howes?

  Don't take it.

• 55:47Rory Vaden?

  Their opinion is irrelevant. Now, if they have done what you're trying to do, I actually would listen to that.

• 55:52Lewis Howes?

  Or listen to them.

• 55:53Rory Vaden?

  I would listen to that person, but it's almost never someone who has done the thing you're trying to do.

• 55:59Lewis Howes?

  Rory and I have never left a negative review on another author's book. Never, we've never said, this book sucks. I'm going on Amazon and I'm typing how bad they wrote this book. Because we know how hard it is to write a book and put it out there. You know, I've never gone to a podcast and said, this podcast sucks on Apple Podcast. Because I know that people are doing what they're doing and I'm not even thinking about that. And I'm thinking, how do I leave a negative review and criticize someone? Not really my place to do that unless someone is asking me for feedback. But speaking of feedback, I am asking you for feedback. Go to Amazon and leave me review for the book. And let me know again, if this has been supportive or helpful for you in any way today.

• 56:40Lewis Howes?

  Leave a review and let me know your thoughts. Buy a copy for a friend as well. And let's help people have a more empowering, powerful relationship with money. So they can feel emotionally abundant and create the financial abundance as well. And Rory, as we wrap this up. I don't think we knew exactly what we're going to create today.

• 57:01Rory Vaden?

  We did.

• 57:01Lewis Howes?

  But I feel like from the beginning, if we go back to the beginning for everyone watching live or anyone watching this replay, this evergreen piece of content that could last forever. We talked about the relationship each one of us has with money and trying to identify it as if it was a person.

• 57:19Rory Vaden?

  Okay.

• 57:19Lewis Howes?

  And what that relationship looks like, feels like, and our interaction with money on a daily basis. We talked about our beliefs and our behaviors that are in alignment with our beliefs and probably why we have the money or the life we have today and the energy tied into money. Then we went over a number of frameworks that you taught me seven years ago that have helped create me a level of financial abundance that I didn't have before with the level of peace around that money and less stress of trying to do it all. And also, this is stuff that you've been teaching people for the last seven years. Now, you've helped over a thousand clients that you have currently.

• 58:02Lewis Howes?

  You've helped a lot of billionaires launch books, get clear on their message, their brand identity. You've helped people at the beginning stages, people who have already made it at bigger stages reinvent and everything in between. And so whatever spot you're at, whatever starting point you're at, whether you've made it and you're trying to reinvent, or you're just getting started, I highly recommend you go to lewishouse.com/brandcall right now and just fill out the form. It's a quick questionnaire. You can get on a free, I think it's like a 15, 20 minute strategy call with one of your top strategists who have all this information, who's also been in these rooms, worked with these big influencers. How many New York Times bestsellers have you gone through this process or coached in some way now?

• 58:45Rory Vaden?

  Well, we've had, we've helped 60 clients become New York Times, USA Today, our national bestsellers. We've had 12 of our clients in the last 15 months have become New York Times bestsellers.

• 58:58Lewis Howes?

  Right, exactly. And you've helped people scale their revenue streams, their opportunities. But again.

• 59:03Rory Vaden?

  Just drive leads to their business. I mean, it's just using your personal brand to get your. Expertise out there, just like you do, adding value to the world, building trust at scale, and driving those as one leads into your business.

• 59:16Lewis Howes?

  Exactly. So whatever point you're at, if you're looking for more emotional peace, you're going to get the frameworks from Rory and his team about how to get clarity on your business, which will give you more joy and peace emotionally and not stress of trying to figure it all out. And if you're looking for more financial abundance, the same thing you'll get by going through the process and executing it when you sign up for LewisHow.com/brandcall. So whatever point you're at, you're at the right place, get signed up. And I want you to share below in the comments on YouTube or on social media, your biggest takeaway from today. Maybe it's something we said in the beginning, maybe it's one of these last things, maybe it's one of the acronyms, there's all these different things. We've got pages of frameworks here, but what was the thing that stood out the most for you?

• 1:00:02Lewis Howes?

  Leave a comment below. I'm curious where you guys are at. And how can we continue to support you moving forward? If you have a question, if you want to learn something new about building your personal brand, your business, or your mindset around money, leave that question below. And maybe we'll do some more content in that in the future. Other than that, guys, thank you so much for being here today. We hope this has been valuable. I want to thank Rory for allowing us to use his incredible space here at Brand Builders Group. This again was the Make Money Mindset Masterclass. The new book is out right now. Make sure you guys grab a copy. Go to Amazon, go to your local bookstore, get a copy right now.

• 1:00:46Lewis Howes?

  If you already have one, get one for a friend. Go get one for a friend that you want to see continue to thrive in their emotional abundance and their financial abundance in their life. And please leave a review over on Amazon or Goodreads or wherever you want to leave a review. And with that, I appreciate it Rory. Any final thoughts around the biggest takeaway for you? Or that something that opened up for you from our conversation? Whether it's something I said or something you said?

• 1:01:13Rory Vaden?

  Well, I think the way that you present that metaphor of think of money as if it were a person. If you learn about the person, you care for them, you serve them, you treat them well, you're going to have a great relationship with that person.

• 1:01:29Rory Vaden?

  One thing that dawned on me that we didn't talk much about is those people who are in that quadrant two, sometimes they think it's unholy to have money, but there's a great story right out of Jesus's mouth. It's the parable of the talents.

• 1:01:42Lewis Howes?

  Yes, so good.

• 1:01:42Rory Vaden?

  And, you know, basically, he says, you know, if a master were to leave his household and he leaves, you know, these three people, these talents, like money, he gives one guy five talents, one guy two talents, and another guy one. And he comes back years later and the guy has five talents and he says, you know, "What have you done with these five talents?" He said, "I turned it into 10 talents." And he says, "Well done, my good and faithful servant. May you be blessed." And then he goes, the guy with two talents, he says, "What have you done with my two talents?" He said, "I turned it into four talents," you know, and he says, "Well done, good and faithful servant." And then he goes to the one with one talent and he says, "What have you done?" And he said, "I was scared of losing your money. I know how shrewd you are, so I buried your talent, and here is your one talent returned." And he says, "You wicked and lazy servant,

• 1:02:26Rory Vaden?

  take your one talent and give it to the one who has 10 talents, because he who has done well what has been given to him will be given even more. And he who has not done well with what he has, even what little he has will be taken away from him."

• 1:02:39Lewis Howes?

  Wow.

• 1:02:40Rory Vaden?

  All of us have, whatever your spiritual beliefs is, the power of God inside of us. We're creators. We're multipliers. We don't need to hoard money. We have a God that provides for us and cares for us, right? Says right in the, Jesus talks about this, like, "God provides for the birds. The birds don't store up anything and he provides for them." "God clothes the flowers with beauty. They don't do anything. He provides it to them." So we're the beneficiaries of a God who can bless us abundantly. Our only job is to take what we've been given in terms of our time and our talents and go out and serve people and help. So I would just say, serve, create, expand, multiply. That's how you make money easy.

• 1:03:24Lewis Howes?

  That's a beautiful, beautiful way to close it up. So Roy, thank you so much for your service, for teaching us, for helping me and my journey. I appreciate you guys all for being here and we'll see you in the next interview. I have a brand new book called Make Money Easy. And if you're looking to create more financial freedom in your life, you want abundance in your life and you want to stop making money hard in your life, but you want to make it easier, you want to make it flow, you want to feel abundant, then make sure to go to makemoneyleasebook.com right now and get yourself a copy. I really think this is going to help you transform your relationship with money this moment, moving forward.

• 1:04:06Lewis Howes?

  I hope you enjoyed today's episode and it inspired you on your journey towards greatness. Make sure to check out the show notes in the description for a full rundown of today's episode with all the important links. And if you want weekly exclusive bonus episodes with me personally, as well as ad-free listening, then make sure to subscribe to our Greatness Plus channel exclusively on Apple Podcasts. Share this with a friend on social media and leave us a review on Apple Podcasts as well. Let me know what you enjoyed about this episode in that review. I really love hearing feedback from you and it helps us figure out how we can support and serve you moving forward. And I want to remind you, if no one has told you lately, that you are loved, you are worthy, and you matter.

• 1:04:50Lewis Howes?

  And now it's time to go out there and do something great.