1045. Q&AF: When To Stop Planning, Psychology Behind Premium Pricing & Respecting Yourself

On today's episode, Andy answers your questions on when to stop planning and start taking action, how to stop feeling guilty about raising your prices, and how to build self-respect.

• 0:16Speaker 00

  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. DJ is going to tell you how to submit them.

• 0:33Speaker 01

  Yeah guys, you can email your questions into [email protected]. You can also click the link in the description below or just drop them in the comments section of the Q and A F videos on YouTube.

• 0:45Speaker 00

  Yeah.

• 0:46Speaker 01

  We should tell them.

• 0:48Speaker 00

  We'll tell them here in just one second.

• 0:50Speaker 01

  Okay.

• 0:50Speaker 00

  All right. If this is your first time listening to the show, uh, we have Q and A F which you're about to hear and then we have C T I. All right. C T I stands for Cruise the Internet. These are like two points of the overall theme of the show. The overall theme of the show is to help fix what's going on in the world and especially here in the United States culturally. Okay. And to do that, uh, we gotta be aware of what's going on, which is the purpose of C T I. And then we gotta get better. Okay. Because culture is made of individuals. So that's kind of how this works here. So today you're going to get better. Tomorrow when we play C T I, you're going to learn more about what's going on, what we think is going on. All right.

• 1:32Speaker 00

  So other times we're going to have real talk. Real talk is just five to 20 minutes and me giving you some real talk. And then we have occasionally 75 hard verses. That's where people who have completed the 75 hard program come on the show. They talk about how they were before, how they are now, and how they use the 75 hard program to improve their lives. If you're unfamiliar with 75 hard, it is the initial phase of the live hard program, which is the world's most popular mental transformation program in history. Okay. And you can get that entire program for free at episode 208. All right. Uh, that's on the audio feed only, not on YouTube. All right.

• 2:12Speaker 00

  Uh, there's also a book called the book on mental toughness, which you can get at andyfrisella.com, which has the entire live hard program, plus a whole bunch of other information on mental toughness. How to cultivate it, why it's important and how to use it in your life.

• 2:27Speaker 00

  Last thing, uh, we don't run commercials on the show. All right. We're the biggest show in the world. It doesn't run ads or commercials. Um, and we ask and return something very simple. They help us grow the show by sharing the show. All right. So if the show makes you think, if it makes you laugh, it gives you new perspective, it's something worth hearing or we're sharing, please help us share the show. Uh, if you see the clips online and you think these are good points, please help us share the show by sharing the clips. All right. Uh, don't be a hoe.

• 2:54Speaker 01

  Share the show.

• 2:55Speaker 00

  All right.

• 2:56Speaker 01

  What's up? It is peanut butter and jelly, man.

• 2:58Speaker 00

  Yeah.

• 2:58Speaker 01

  You know.

• 2:59Speaker 00

  Everything I've ever done has been to try and make people better.

• 3:03Speaker 01

  Oh.

• 3:03Speaker 00

  You know, so it's, I really don't do anything, even the new, um, operator standard project that we have with the arcane system inside of it. Uh, for those of you that don't know, they're fans of the M F C O project. The M F C O project is back. Um, if you go to operatorstandard.com, you can sign up to get it. Uh, we've been recording episodes in there for seven months, so it's all business focused, all mindset focused. Uh, if that's what you're into, like this is your preferred format, uh, Q and A F of the show, you're going to definitely want to go subscribe to that. So just putting that out there. And it's a whole bunch of other stuff too. It's not just a podcast. It's an entire

• 3:42Speaker 00

  human behavioral operating system that if you use properly, literally makes success inevitable. So, uh, check that out, operatorstandard.com.

• 3:52Speaker 01

  Hell yeah, man. Um, now I asked if we should tell them, because we did, we, we did have a, uh, we are bringing something else back.

• 4:01Speaker 00

  Tell them. We're bringing call-ins back.

• 4:05Speaker 01

  Live Q and A's are coming back, man. Yeah. Uh, and we'll be pushing out some information for you guys on how to, how to do that. We had to address it, you know, I think, I think one thing you do very well, Andy, this is, you know, I'll tweet your homework for you. But you're very good on taking something and you know, the, the saying like, if it ain't broke, don't fix it.

• 4:21Speaker 00

  Yeah.

• 4:22Speaker 01

  I don't think necessarily applies for you. You know what I'm saying? I feel like you're always looking for ways to improve something or make it better. And, uh, I think we're going to make the, the Q and A's.

• 4:29Speaker 00

  Yeah.

• 4:30Speaker 01

  A million times.

• 4:30Speaker 00

  It's going to be way better. The first go around, we kind of learned a lot about what we liked, what we didn't like. And so this, this next one's going to be a lot better.

• 4:37Speaker 01

  Has that always just been like an innate thing for you? You know what I'm saying? Like, like wanting to improve something like, like not settling with it's good enough.

• 4:45Speaker 00

  You know, I don't know, man. Um, not always, like, like I used to be like most people are where good enough was good enough. And like I'd check a box and I'd be done. But once I really got into business and I really started understanding what it took to compete.

• 5:03Speaker 00

  Because of my desire to win.

• 5:07Speaker 00

  I realized that that's just what it took. And then I, I've operated it so long that way now where I think it's just become part of who I am.

• 5:13Speaker 01

  Yeah.

• 5:14Speaker 00

  But no, I don't think that was something I was born with or innate or anything like that. It's just, it's what's required. And, and when you do what's required long enough, it becomes second nature.

• 5:23Speaker 01

  Yeah. 100% dude. I forget what, uh.

• 5:26Speaker 00

  I mean, I used to be a pretty lazy fucking person, dude. Like for real. Like I, and this is why I get so frustrated with a lot of people. Especially when it comes to their own personal development, their own success. Because it's like, I know what the fuck they can achieve. I'm aware of what they, what they can achieve. And the stories that some of y'all tell yourself about why you can't are like honestly just so weak that it pisses me off. You know what I mean? It's like, dude, you could be so much more if you would just like get out of your own way. So.

• 5:59Speaker 01

  Right. It was, uh, what, what's that famous saying that, uh, Les Brown has? You can always better your best.

• 6:05Speaker 00

  Yeah.

• 6:05Speaker 01

  You know what I'm saying? Like, I, it's just stuck with me. It's just, uh, it's really a good saying, man. Yeah. I love it, dude. Let's, uh, it makes people better.

• 6:13Speaker 00

  Cool.

• 6:13Speaker 01

  Shall we? Guys, Andy, question number one.

• 6:19Speaker 01

  Andy, I'm the type of person who likes to have a plan. I research everything, think through every angle, try to minimize my risk. The problem is, I think it's become an excuse. I'll spend six months planning something that probably only needed six days of thought. How did you learn when enough planning was enough? Was there ever a point in time in your life where you overplanned? Uh, it's a massive struggle for me.

• 6:45Speaker 00

  No, uh, there wasn't. And, and this is why I always tell you guys that some of the dumbest people in the world are some of the most successful. Okay. We have this term going around the internet now called retard maxing. All right. Yeah. Yeah. That's what people are saying. That's a thing. Okay. And what it actually means is a very valuable thing to keep in mind. It's that

• 7:10Speaker 00

  don't overthink it. Just go fucking do it. Okay. Some of the most successful people that I've come across in my life are not people who are highly intelligent, bro. They're just people that are so dumb that they don't think about the consequences of what might happen if they fuck it up. And then when shit gets fucked up, they're like, oh, well shit got fucked up. Like what do we gotta do? And they handle it.

• 7:33Speaker 01

  Now we gotta figure it out.

• 7:33Speaker 00

  Which is in line with the proper attitude of what it takes to win. You can sit down and you can read every book. You can go to every podcast. You can go to every seminar. You can make all the plans. You can sit down and you can map it out as perfect as you think you could possibly do it. And once you start to go down the path, you're going to find out that things are going to change and you're going to get punched in the fucking face. And you're going to realize, oh shit, what do I do now? And you're going to have to figure it out along the way. Okay. So all great entrepreneurs have something in common. And it's, they are willing to go before they understand exactly what to do, knowing

• 8:16Speaker 00

  that when these situations arise, they'll handle them as they come. That is what all great entrepreneurs have in common. Every single one, every single one is willing to go before they are actually ready to go. That's just the way it is. Most people are the opposite of that. They are like this person where they are planning and scheming and reading and consuming. And then they're consuming all this information where one person says this, and another person says this, and this book says this, and that book says this. And this seminar told me this, and this guy told me this, and they freeze.

• 8:55Speaker 00

  Because they can't figure out what the right thing to do is. And what you gotta understand is you're not going to know the right thing until you're on the fucking path. Okay. So you have to be willing to go and you have to be willing to accept that no matter how good your plan may be, it's not going to go as planned. And you're going to have to figure it out. That is the nature of entrepreneurship. And that is why so few people actually become successful entrepreneurs, because the fear of the unknown is intolerable to most people. Okay.

• 9:31Speaker 00

  This is the nature and you say, well, I think it's become an excuse. Yes, absolutely. It's become a fucking excuse.

• 9:37Speaker 01

  Yeah.

• 9:37Speaker 00

  You are, you are what I call a success zombie. Okay? A success zombie is someone who has this idea of what they want to do. And then they go out and they read every book. They listen to every podcast. They go to every seminar. They consume every fucking data point. They become on paper experts and they never go. Okay. And they think that consuming more information is actually somehow going to relate to them having more success. When in reality, it has nothing to do with it. Because even if you know nothing and you decide to go, you're going to figure it out as you go. So really dude, the bottom line is you just have to fucking go.

• 10:19Speaker 00

  And it doesn't matter if you read one book or 10 books or 20 books. And I would argue that the less, the better. You know, when I was starting out dude, we didn't have the overwhelming amount of opinions and information and posts and reels and experts and gurus and this and that. There was like five books you could read on success and they were written by guys like Sam Walton. Okay? And, uh, Jack Welch and, uh, you know, Tony Robbins and these guys who are, you know, the like, you know, have done amazing things in their life and, um, that's what you had. So you didn't have this overwhelming

• 11:01Speaker 00

  amount of information coming in your ears all the time. And I think that was a big advantage that somebody like I had, me had when I was younger versus some of these people now. And, and dude, what makes it even worse now is that these people consider creating content about business the same as being successful in business. And there are, that's two different things. How many of these people actually own a company? How many of these people have actually built anything? How many of these people are doing anything other than selling courses on how to coach coaches to coach other fucking coaches? Okay? We're talking about building real businesses.

• 11:40Speaker 01

  Yeah.

• 11:41Speaker 00

  We're talking about actually operating companies. There's like three people on the internet that have actually built real companies that you could fucking go and see, and you can go in the stores and you could see the products and they have employees and they're there's probably like 10. Okay?

• 11:58Speaker 00

  For real, 10. The rest are fucking full of shit. All right. And they're talking about how to manipulate traffic hoping to cause some sort of success in business. Oh, you gotta have this hook and you gotta say this thing. And you gotta have this CTA and you got, how about this? How about you build some real shit? And then people want to find out how you built some real shit. Build some real shit and then talk about what you fucking built. How about that? That's credible. That's real. Listen to those people, the people who have actually built things that are sharing how they built things. Okay? Outside of that, you should be consuming zero content. Period. Because the rest of them don't know what the fuck they're talking about.

• 12:40Speaker 00

  There's, there's a thousand reels a day that come in my feed that I can tell you for sure are terrible advice. For sure. I know for sure because I've made those mistakes. I've thought that way. I understand why they're saying what they're saying and they're saying it with such certainty that it makes these people who don't know anything think, well, this must be the way. There is so much terrible information on the internet around building a business and entrepreneurship that I couldn't, I wouldn't even know where to start to break it down. Okay? So pick one or two people who have built real shit, listen to what the fuck they say and go. And you'll be at a huge advantage.

• 13:23Speaker 01

  Dude, you know, the, the thing on the planning piece, uh, cause I was thinking about this as you were, you were answering it, but it's like, dude, I don't think I've ever had a plan that I've made in my life. That actually like stuck to the plan, the entire, like, not that I didn't succeed, you know what I'm saying? But like the original plan in mind stayed through a hundred percent of the way. I don't think I can, I can't name one, one thing.

• 13:45Speaker 00

  That's just not the nature of building things. I mean, when it comes to, when we're talking about building businesses, that's just not the nature of how it works, bro. There's too many outside circumstances that are happening at any given time to, for the plan to stay rigid. The plan's got to be fluid and you've just got to be committed to going and committed to learning when you make mistakes. And the rest will work itself out.

• 14:10Speaker 01

  Yeah.

• 14:10Speaker 00

  You know, but like you're, you're basically like saying, you know, I'm going to climb Mount Everest. I'm going to fucking climb Mount Everest and we're going to go at this many steps a day and you're not accounting for storms. You're not accounting for avalanches. You're not accounting for this. So a storm comes and you missed your one day. So then you just quit.

• 14:31Speaker 01

  Plan's over.

• 14:31Speaker 00

  Plan doesn't work.

• 14:32Speaker 01

  That's right.

• 14:33Speaker 00

  That's not how the fuck shit gets achieved.

• 14:35Speaker 01

  That's right.

• 14:35Speaker 00

  Okay. So like, you know, yeah, dude, to answer your question, you're aware that you're in this success zombie mindset and you need to break out of it. And so whatever it is you're trying to do, you just need to fucking go do it. And you'll learn a thousand times more than you could ever learn consuming information from someone else. This is why it's important to listen to people who have done it.

• 14:59Speaker 01

  Save you some time.

• 14:59Speaker 00

  There's a big difference between theory and reality. There's a big difference between saying this is how it works. And knowing this is how the fuck it works. Two different things. The guy at the starting line who's making content about business has never built a motherfucking business. And all he's doing is selling his own brand to get coaching and shit like that. That motherfucker does not fucking know. He can't know. He cannot fucking know because he hasn't gone down the fucking gauntlet. The guy on the other side that's actually built something, he can look at that guy and be like, yeah, that's wrong. That's wrong. That's wrong. And like a snap of a second. Okay. And I'm telling you, 98% of the content on the internet is fucking bullshit.

• 15:41Speaker 00

  It's all people trying to stroke their own dicks and try to pretend like they're this big thing. They went out and rented a car. They appeared to be successful. And dude, like, you know, people buy it because they're ignorant to what's going on, but you know, it's whatever, man. Like,

• 15:57Speaker 01

  Easy come, easy go.

• 15:58Speaker 00

  Yeah. And it, and you see it cause every three years is a new batch of these people.

• 16:03Speaker 01

  I don't know where they come from. It's so weird. Yeah. Yeah, man.

• 16:08Speaker 00

  Well, they see the easy money, bro.

• 16:09Speaker 01

  Yeah.

• 16:10Speaker 00

  They say, oh, I can make a digital, like, I'm not against digital products, by the way. Okay. Digital products from people who have built real shit are valuable.

• 16:18Speaker 01

  Yeah.

• 16:18Speaker 00

  Digital products from people who fucking theorize about shit are trash. That's it. Okay. So they realize, these guys realize that there's a ton of margin digital products. And instead of going out and building a real company, they try to consider, well, this is actually a real company. No, the fuck it isn't. It fucking isn't dude. Okay. Coaching coaches to coach coaches to coach other motherfucking coaches is not a fucking real company. I'm sorry. You might want to, you might want to like think that is, but it's not. Okay? We don't need more coaches. We need more motherfuckers building shit that actually contribute to the fabric of this fucking culture in this, in this country. Okay? Real products that serve real people, not

• 17:01Speaker 00

  selling them a dream and saying, oh, here's the dream and fucking $9,997 and here's the dream. And then like, like, that's what the fuck we're dealing with, dude. And, and at some point, those of you that buy that shit, you deserve what the fuck you get. Because you're buying the same, you're buying the quick fix.

• 17:19Speaker 01

  You ain't got the, the acuity to understand the difference.

• 17:22Speaker 00

  Look, man.

• 17:23Speaker 01

  It's important.

• 17:26Speaker 00

  I, I, you know, it's hard for me to feel bad for people like that.

• 17:28Speaker 01

  Yeah.

• 17:29Speaker 00

  Like you decided that this was going to be the quick solution and you decided to fucking leverage yourself and put yourself in credit card debt and all this shit. It makes you just as bad as the fucking dude selling it.

• 17:40Speaker 01

  Well, it's like, I mean, you get the first one.

• 17:44Speaker 00

  Well, we've all been fucked one time. Like, bro, like, like dude, when I was young, you know, I got fucking burned like that.

• 17:50Speaker 01

  Yeah.

• 17:51Speaker 00

  Okay. And it's because I had the wrong attitude. Okay. When I was young, I bought a fucking, I tell you, I bought a product. Okay. When the internet first came out, like very first came out, I'm talking about the late nineties. Okay? Google and search engines was not really a thing. Okay. So I'm going to explain to you. You couldn't go somewhere and type in a fucking, and say, what was this or what is, who in my area does plumbing? Okay. It wasn't a thing. You had email addresses. You had websites that you went to, but search engines were like not a known thing. All right. You had a couple of things like Yahoo and they were coming around, but people didn't really understand what it was.

• 18:32Speaker 00

  So before I tell you how fucking retarded this product, project that I bought into is, I want to explain that we were living in a different time because you're going to think I'm a moron. I tell you this. Well, anyway, so I,

• 18:46Speaker 01

  Broke out scammed by the first scam on the internet.

• 18:48Speaker 00

  I did. I got scammed from the guy selling the, selling the dream on the internet. I, I got scammed.

• 18:54Speaker 01

  Yeah.

• 18:54Speaker 00

  Okay. And, uh, there was this guy who was selling this, uh, this thing and it was called internet yellow pages. Okay. Which made a lot of sense because back in the day before the internet, like if you wanted to look up a plumber, you had to go to the yellow pages and look up plumbing and there'd be a bunch of ads in there. All right. So this made sense. Like it was, it made sense back then. So he had this thing called the internet yellow pages. And what he did was he sold franchises to independent reps for $9,000. Okay?

• 19:28Speaker 01

  Damn.

• 19:28Speaker 00

  Now listen, so I bought this on a credit card. All right?

• 19:36Speaker 00

  And my job was to go to businesses door to door and say, hey, would you like a listing on the internet yellow pages and sell the shit?

• 19:46Speaker 00

  I sold zero fucking ads. Okay? And I tried it for a long time.

• 19:52Speaker 00

  Nobody gave a fuck because no one saw the value in the internet.

• 19:55Speaker 01

  Too new.

• 19:56Speaker 00

  No one understood it.

• 19:57Speaker 01

  Yeah.

• 20:00Speaker 00

  So it never worked and the, the whole project never worked. And, and I got fucking taken for $9,000 on that. Okay. At a time when $9,000 might as well been $9 million. I didn't have it.

• 20:12Speaker 01

  That's crazy.

• 20:12Speaker 00

  Okay. So, uh, so I mean, I could understand people being taken advantage of when they don't know any better. But at this point in time, like,

• 20:27Speaker 00

  I feel like with the amount of fucking information that's on the internet and the amount of, I don't know, maybe it's just my perspective. It's, it's, it should be easy to tell when people are full of shit. I don't know.

• 20:38Speaker 01

  Well, I mean, or, you know, bare minimum, you're not, you know, you're not trying to do that again.

• 20:43Speaker 00

  Yeah.

• 20:43Speaker 01

  You know what I'm saying? Like, you gotta learn from it.

• 20:45Speaker 00

  Yeah, I didn't buy another program. I went and built something.

• 20:47Speaker 01

  Oh, well, that coach was just wrong. Let me try this.

• 20:49Speaker 00

  Yeah, right.

• 20:50Speaker 01

  Yeah, you got, yeah, it, it takes more, man. I get it, dude. I get it, man. Uh, guys, any questions too?

• 20:55Speaker 00

  Yeah.

• 20:55Speaker 01

  Let's get to it. My question is, did you ever feel guilty on moving your prices up? If so, how did you go about that? Hello? And Yatia, Andy, I am from a, uh, from the Navajo Reservation. I am Navajo. I'm a 24-year-old wedding photographer, videographer. Uh, when doing my job, I charge a lot for weddings. However, I have always had this sense of guilt for charging what I charge. Coming from the res, I did not see a lot of wealth, so charging $1,500 or more feels wrong. My girlfriend, family, and friends have told me to charge more for weddings, and even some of my clients say I need to charge more,

• 21:33Speaker 01

  but I cannot shake this guilty feeling for charging people high prices. Even when adding more value to my wedding packages, I still feel the same.

• 21:41Speaker 00

  Well, you're gonna be poor your whole life. Get used to it. Cause you have a poor mindset. Alright? Your mindset is, because $1,500 is a lot to me, then it must be a lot to everybody else. I know people that shit $1,500 out like it ain't nothing. Okay? They don't give a fuck about $1,500. Alright? And when you start to make objections up in your head based upon your own personal financial situation, you are guaranteed to lose in business. You're guaranteed to lose. And most of the time, we see this in salespeople. Salespeople have a really hard time selling things that are outside the affordability scale of their own personal financial situation.

• 22:25Speaker 00

  So, you have to, as a salesperson and as a business owner, understand that this is a math equation. Okay? You have to charge the value of what it is that you offer, and there are going to be customers that cannot afford it, and there are going to be customers that don't think twice about it. And you have to decide which ones you're gonna pander to, okay? And if you wanna pander to a bunch of broke people your entire life, you're gonna have a hard time in business. It's gonna be a constant fight forever. My recommendation would be to raise your prices or even double your prices from where they are,

• 23:07Speaker 00

  and only work with the people that can easily afford it, because those people are less maintenance, they don't bitch, they don't complain, they don't nickel and dime, they're usually much more grateful, and it makes your life way easier, because now you're making money and you have less rub on the backside. Okay? So, this is a personal insecurity of yours that is coming from your own worldview that you need to change if you are going to be successful in business. Period.

• 23:36Speaker 01

  Yeah. Now, I feel like there's an important thing here. You, you, you, you have to.

• 23:39Speaker 00

  You never know what somebody can afford, by the way. Like, for all you salespeople that think like, you know, salespeople like to do this. They like to look at someone, and they like to decide what they think this person can and can't afford. Let me tell you something. This is a, this is a, a reality of people. The people that you think can't afford it, because they're walking up in a pair of fucking workout shorts and a cutoff t-shirt versus the guy that's dressed up in a nice suit or whatever, are usually the people that don't give a fuck about whatever it is it costs. And the reason they're not in a nice suit is because they don't give a fuck about wearing a nice suit because they don't have to. Okay?

• 24:18Speaker 00

  So, usually, your judgments are backwards anyway. We used to have this guy that would come into, uh, supplement superstores, bro. And this, it was like this older black dude, and he was dressed straight up, straight up, like a pimp.

• 24:34Speaker 00

  Okay? He'd wear purple pants and like a fucking silk shirt.

• 24:38Speaker 01

  Lemon pepper step.

• 24:39Speaker 00

  Oh, dude, yes. Like an old, like an old pimp daddy. Okay? And, and, and dude, you, you would look at this dude, and you'd be like, this guy is a fucking clown. Like, he's not gonna buy shit. This guy would come in and buy a thousand dollars worth of shit out of cash. He'd pull a fucking bankroll right out of his fucking pocket and, and walk the fuck out.

• 24:57Speaker 01

  He was a pimp.

• 24:58Speaker 00

  Okay, yeah. But the thing is, is that, you know, if you, if you didn't take the time to help that person and educate them and show them top to bottom what they would need, you would have never got that sale or figured that out. And a lot of people will brush that off because they'll prejudge somebody based upon what their appearance or what they're wearing or what it is. Bro, most of the places I go into, I'm wearing like exactly what I'm wearing right now. I'm wearing fucking free first form shirts, shorts, and a free t-shirt that I got from, I mean, I had to pay for it, but it's free, alright? And a, and a first form hat, you know, and, and, uh, you know, dude, I could buy anything I want, like, without thinking about it.

• 25:40Speaker 00

  So, you know, this is a big problem with entrepreneurs, um, and, and salespeople. And then also, how do you want people to perceive your brand? Okay? How do you want people to talk about your skillset as a photographer? Do you want them to say, "Oh, Steve is good, you know, he's cheap and he'll get it done"? Or do you want them to say, "You know what? Steve costs more money, but fuck, he's the best"? Okay? Because price value correlation is a real thing. People that pay more automatically defend the product that they buy.

• 26:15Speaker 00

  So, instead of saying, "Oh, yeah, he does a pretty good job and he's affordable", they're gonna say, "Yeah, man, he costs more money, but look at our fucking pictures. They're amazing."

• 26:23Speaker 01

  That's right.

• 26:23Speaker 00

  Okay? As long as you can deliver on that.

• 26:26Speaker 01

  Well, that, that was gonna be my, my second piece on this, cause I, I, I don't, I don't want this to go like, "Oh, I'm sure they understand this piece", but like, you know, the, the whole thing about charging, you know, you recommend even maybe charge double. The quality of the work still has to be there.

• 26:40Speaker 00

  The quality of work has to be there no matter what.

• 26:43Speaker 01

  I just didn't want that to be like, oh, it's assumed, it's understood.

• 26:45Speaker 00

  Yeah, let's, let's assume that it's decent or good.

• 26:48Speaker 01

  Yeah.

• 26:49Speaker 00

  Okay? I'm assuming that it's good. I mean, if it's shit, you're not gonna be able to charge a higher amount of money for it.

• 26:56Speaker 01

  Right.

• 26:56Speaker 00

  Okay? But dude, the, the point I'm getting back at is that there is a, there is a, there is a direct correlation in the consumer's mind between price and quality.

• 27:06Speaker 01

  Yeah.

• 27:06Speaker 00

  Okay? You can't break it. People understand inherently that when they pay more for something, they're 99% of the time getting a much better product. Okay? And when they pay more for something and they know it's a better product, what's built in is loyalty and then also marketing. Because when they tell their person, you know, "Hey, I worked with Steve and he charged me $5,000 for wedding pictures", and people are like, "What? That's fucking crazy". Now, all of a sudden, that person is attacking their judgment.

• 27:37Speaker 01

  It's a personal attack.

• 27:38Speaker 00

  For paying the $5,000, and they automatically go into defense mode for you. So, they go in and they say,

• 27:47Speaker 00

  "Dude, you don't understand. This guy is the best there is. He's a fucking legend. This is like having, you know, uh, Babe Ruth photographers, okay? And then that is what builds your brand equity in people's mind. Okay? So, there's all kinds of things psychologically to think about here, about how you wanna, you know, charge. But at the end of the day, bro, like,

• 28:10Speaker 00

  I, I mean, you do whatever you want, but I'm telling you what I would do.

• 28:14Speaker 01

  Yeah.

• 28:14Speaker 00

  I would raise my prices, not apologize, and I'd do the work, and I'd market to the people that can afford it, and I wouldn't fuck with the other people.

• 28:20Speaker 01

  Yeah, I love that, dude. Side note, you know how I am. I like to think about why people do certain things. And on the topic of like, you know, that judging the customer based off of what they look like, do you think that goes back to a time in society where people did put more respect into their dress, right? Like, you know, men were wearing suits on a daily, whether they were going to work, and so like, they went into a store, like, okay, yeah, that guy's a suit guy.

• 28:42Speaker 00

  Maybe.

• 28:43Speaker 01

  You know what I'm saying? Like, I'm just trying to think where that comes from, though.

• 28:45Speaker 00

  I mean, maybe, maybe that's where it comes from. I don't know.

• 28:48Speaker 01

  Yeah.

• 28:49Speaker 00

  You know, I, I, it's not what it is, though.

• 28:51Speaker 01

  It's not now.

• 28:51Speaker 00

  It doesn't matter what, what, where it came from. What matters is what is.

• 28:54Speaker 01

  Yeah.

• 28:55Speaker 00

  And what is, is, uh, the richest motherfuckers usually don't like wearing suits, so they don't fucking wear them.

• 29:00Speaker 01

  That's real.

• 29:00Speaker 00

  Okay? So, the rich dudes look just like the poor dudes. And if you prejudge them.

• 29:05Speaker 01

  In fact, it's the opposite now. It's the opposite now. All the fucking poor dudes wearing the fake rich shit.

• 29:10Speaker 00

  It's the middle. It's the middle. Okay?

• 29:15Speaker 00

  Middle people in the, in the middle of a socioeconomic class try as hard as they can to look like they're at the top.

• 29:22Speaker 01

  Hmm.

• 29:23Speaker 00

  Okay, and the people who are at the top try hard to look like a regular person.

• 29:27Speaker 01

  Hmm.

• 29:28Speaker 00

  And that's the, that's why like it's, I don't know, it's pretty easy for me to spot the fake motherfuckers on the internet.

• 29:34Speaker 01

  Yeah.

• 29:34Speaker 00

  Because nobody with any real money fucking acts like these dudes.

• 29:37Speaker 01

  No.

• 29:37Speaker 00

  What they're doing is they're playing a character based on the perception of what people who are in lower income see as success.

• 29:45Speaker 01

  Movies and shit.

• 29:46Speaker 00

  Yeah.

• 29:46Speaker 01

  Yeah.

• 29:47Speaker 00

  I want to say this.

• 29:50Speaker 00

  Don't misjudge what I just said. Okay? Driving a nice car, having a nice watch, putting yourself together will open up doors for you. It will open up doors for you. But what I'm saying is when people actually get to the point of having a lot of money, like a lot, they, they don't care about that shit. Because they know that the fucking, they can, they can buy the door open if they want to. You see what I'm saying?

• 30:13Speaker 01

  Yeah.

• 30:14Speaker 00

  So.

• 30:14Speaker 01

  Well, I think more importantly is like.

• 30:15Speaker 00

  There's phases to it.

• 30:16Speaker 01

  Yeah. Yeah, no, I took that more importantly though for the sales guys, like you just shouldn't be judging people based off of that shit right now.

• 30:23Speaker 00

  That, no.

• 30:23Speaker 01

  Yeah, I think that, yeah. I got it. Uh, yeah, guys, Andy, question number three. Uh, hi Andy. Uh, I'm 23 years old and I spent the majority of my time over the last few years trying to earn other people's respect. My boss, my friends, the people I look up to, but the older I get, the more I realize the opinion that bothers me most is my own. There are days where I know I didn't give my best and I have to live with that. So how did you get to the place where you could honestly respect the man you saw in the mirror?

• 30:55Speaker 00

  I followed through on the things that I told myself I was gonna do at the level of standard that I expected for myself in, in a non-compromising way.

• 31:05Speaker 00

  It's very simple. That's what 75 hard and live hard is about. That's why, that's what it teaches you.

• 31:09Speaker 01

  Hmm.

• 31:09Speaker 00

  Okay? Um. If you have high standards for yourself and you think you should be doing certain things and you should be behaving a certain way and you should be acting a certain, uh, putting out a certain effort, et cetera, et cetera, and you don't, it doesn't matter what the numbers say on the scoreboard, you're not gonna feel good about yourself.

• 31:29Speaker 01

  Hmm.

• 31:29Speaker 00

  Okay? You could still win on the scoreboard and feel like shit because you know you're half assing.

• 31:35Speaker 01

  Yeah. Yeah.

• 31:36Speaker 00

  You understand?

• 31:38Speaker 01

  Yeah.

• 31:39Speaker 00

  So like the winning isn't what creates the inner peace that you're looking for. In fact, um, that's a whole nother discussion, but the point of the matter is, is that when you live to the standard that you expect from yourself, regardless of what the standard is around the people around you, a few things happen. One, you start to respect yourself and you have more confidence, but two, other people start to respect you and they start to, you know, you're talking about, I want to earn the respect. Well, earn the respect by living to your own standard that's higher than everybody else's. That's the easiest way to get people to follow you in the first place. You know, in the beginning, they're gonna be like, why are you doing things like that? Why are you doing this? Why are you doing that? Why are you doing this? And you can just answer and be like, that's, because that's the way I do things.

• 32:24Speaker 00

  All right? And when people observe the way that you do things at a much higher standard than the people around them, they automatically fall in line. There's a hierarchy of natural order that starts to materialize without you having to say anything. You don't have to say, oh, I'm a leader, I'm doing this to be a leader. People look and they say, that guy's got his shit together.

• 32:43Speaker 01

  Yeah.

• 32:44Speaker 00

  That guy's a fucking killer. Okay? And they start to respect that and that's, that's how respect comes around. That's, you know, trying to manipulate, manipulate your way to respect by behaving the way that other people expect you to will leave you feeling empty and disappointed because the truth of the matter is you're not being true to yourself and you're likely not living to, to the standard of your own, which is probably higher than what they have for you. So you gotta quit doing the dance and do your own dance, if that makes sense.

• 33:14Speaker 01

  And, and to your point, it's gonna accomplish both of these things you want.

• 33:18Speaker 00

  Yeah.

• 33:18Speaker 01

  You know what I'm saying?

• 33:19Speaker 00

  Yeah.

• 33:19Speaker 01

  The, the, the seeking the approval, I guess, or validation from others. Right? Um, I feel like this is more, maybe it's becoming a young generation.

• 33:28Speaker 00

  No, it's because dude, that's the way our culture's set up now.

• 33:31Speaker 01

  Yeah.

• 33:31Speaker 00

  Our culture is a performative culture. Okay? When you look at the way that social media operates, social media does not operate, um, in a healthy way for people. What it does is it trains people to perform in a way that gets rewarded through meaningless metrics like likes, shares and comments. Okay? So what they're constantly doing is doing a dance for the public approval. And this is why a lot of people get caught in victim mentality. Okay? And this is just an example that, that I want to use here, but someone, there's lots of examples that I could use here, but this is a, a one that is very damaging to people.

• 34:16Speaker 00

  So say someone is going through a hard time and they decide to be quote unquote vulnerable to share that story on the internet, on Instagram. Okay? They make a post, they say, hey, guys, I just want to be transparent with you. You know, I'm going through a hard time, this, that, the other, you know, these are, and it could be totally valid, right? It could be a totally honest post. Well, that engagement will typically be pretty high because it's outside the norm of what they normally post and people are empathetic, right? People don't like to see other people going through hard times. They want to offer support. That's how people are and you know, there's a lot of people that want to offer support hoping that you'll still fucking fail, right?

• 35:01Speaker 01

  That's right.

• 35:01Speaker 00

  Um.

• 35:02Speaker 01

  Yeah, I like this.

• 35:04Speaker 00

  That's a real thing, dude. Yeah. So, so you'll get a lot of engagement on something like that.

• 35:09Speaker 01

  Yeah.

• 35:10Speaker 00

  And then what happens is those people are like, holy shit, look at all the engagement I got. So then.

• 35:18Speaker 01

  Dopamine hit.

• 35:19Speaker 00

  Huh?

• 35:20Speaker 01

  Dopamine hit.

• 35:20Speaker 00

  Yeah, well, they'll, they'll say, well, that worked, quote unquote, that worked. Well, what does working actually mean? It means you're rewarded on the internet with meaningless shit.

• 35:33Speaker 00

  Because you told a story one time, all right? But here's the dangerous part. Because they say, oh, I, it worked and they're looking at it as like a game to win versus a game to authentically share who they are or benefit people or this or that, they'll tell that story again. Okay? And then that story will get a lot of engagement again. And you know, there'll be two or three posts in between and they'll tell a sad story. And then they'll start telling it more often, more often and more often and more often and more often. And what ends up happening is they unintentionally create this jail around their mindset that they are a victim, essentially convincing themselves that they are a poor little me

• 36:17Speaker 00

  that can do nothing about what it is and they are unwilling to change it because that's what gets rewarded on the internet. Okay? So now think about how that damages someone in real life. So you have someone who's, who's understanding that life is just life and we go through hard periods and we go through good periods. And then they tell that first story, right? And then they tell it again and then they tell it again and they tell it again. And pretty soon, the perception that life is made of good and a little bit of bad becomes life is made of a lot of bad and sometimes good. Okay? And we all know these people, we watch them on the internet.

• 36:58Speaker 00

  How many of these people that we know on the internet constantly complain, constantly cry, bitch, moan, talk about this thing or that thing or this thing they went through or that thing they went through or this or that or this? And they don't understand that they're actually convincing themselves that they are a victim that cannot overcome these things. And there is nothing noble about wallowing in your fucking sad story. Every motherfucker out there has a sad story and a lot of them are a lot worse than yours. And the people with the saddest stories don't fucking talk about them all the time because they're so bad, they don't want to remind themselves of it. All right?

• 37:39Speaker 00

  But these people now become victims of their own stories where they cannot break out of it and they see the world in a different way. That is psychologically damaging. All right? That ruins people's lives. It's no different than these therapists that legitimately are predatory in terms of convincing everybody that they need to heal their entire life. And oh, by the way, to heal, you need to join my community and buy my book and buy my program, right? What incentive does that person have to actually help people get any better? And are we supposed to spend our whole life, the, the first 20 years of our life, living

• 38:22Speaker 00

  life and then the, the next 80, trying to heal from it? Get the fuck out of here, dude. Life is life. Good shit's gonna happen. Bad shit's gonna happen. We're gonna get our ass kicked. We're also gonna have times in the sun where the sun is shining and everything is right. That is what life is about. And we learn the lessons from the bad, we overcome them and we inspire other people to overcome them. That is what the fuck this is about. It's not about convincing people that they're broken and that they need to pay you for a solution for their whole life. That is the most predatory shit going on in the internet right now. Now, I'm not saying there aren't some really good therapists, because there are, but I'm also going to say not everybody fucking needs therapy. Okay? Not everybody needs to have, you know, this.

• 39:07Speaker 01

  Kumbaya.

• 39:08Speaker 00

  Yes, like, bro. It, it disgusts me how, how some of these therapists psychologically brainwash people into believing that they're fucking victims of something that happened when they were eight years old. Okay, you can't control what happens to you when you're eight years old, man. And the more you relive it your entire life, the worse you're gonna fucking feel. At some point, you're gonna have to let the shit go and be like, hey, fuck, that fucking, it happened, it is what it is. This is what I learned and you move the fuck on, man.

• 39:40Speaker 01

  Yeah, dude, I think a general safe rule, let me know if you agree, but it's like, if you're gonna cry over spilled milk in a video, cool. The next video needs to be you cleaning the shit up.

• 39:49Speaker 00

  Yeah, yeah. Bro, instead, instead of, yeah, bro, if you're gonna share, if you're gonna share your hardships, make sure that you're sharing how you overcame it too. That actually serves people. That's noble shit. Okay, because we all do have hard times and there's a lot of people that are having hard times that are similar to the ones that we might be going through. But if we just get on there and cry about it all the time, all we're doing is confirming to them that they can't overcome it either.

• 40:14Speaker 01

  It don't get better than that.

• 40:14Speaker 00

  Yeah, like dude, that's terrible. So, you know, but that's the nature of the internet. The nature of the internet is that it rewards performative action. And because it rewards performative action, a lot of people never figure out who they actually are and what they actually want because they're doing things for strangers on the internet just to get attention. So, it's, it's, it's kind of fucked up, man.

• 40:41Speaker 01

  It is.

• 40:41Speaker 00

  You know, like dude, what you do on your social is your business for sure, but like be, be careful, you're not falling into this trap of performative culture. And you know what the irony is? Is the motherfuckers that don't perform and just say what the fuck they think are the ones that are successful at social anyway.

• 40:59Speaker 01

  Yeah, yeah.

• 41:00Speaker 00

  Because everybody's trying to perform.

• 41:02Speaker 01

  So weird, isn't it?

• 41:03Speaker 00

  I mean,

• 41:06Speaker 00

  you know, like I was talking to my buddy who's a, he, he, uh, he runs a personal brand consulting agency. He's good at it. He's built some big people. This is one of the guys that's actually done this shit. And we were fucking laughing back and forth the other day and it's like, bro, how many of these people want to have a quote unquote personal brand, but they've never literally done fucking anything? Never done anything, but you think you're gonna get a microphone and say some shit that someone else who's done shit has already said 50 fucking times? And somehow you're gonna become that too? What's your story? What have you done? What have you built? You want to have a great personal brand? Either tell people what the fuck you actually built or document the process of building it. And they'll follow you along the way.

• 41:47Speaker 00

  But like dude, you don't just get to fucking have people listen to you because you go out and buy a thousand dollars worth of fucking podcast equipment and sit in front of a fucking microphone. No one gives a shit, bro. They care about why you're credible. So go out and build some shit and then talk about it. Or share the process. That's interesting. I like watching people build their businesses online. That's interesting shit. Like the little kid we featured on CTI doing the, the trash can cleans.

• 42:15Speaker 01

  Yeah.

• 42:16Speaker 00

  That's cool.

• 42:16Speaker 01

  He's gonna kill it.

• 42:17Speaker 00

  Okay, like it's cool watching people build their business online. Now I will say this, there's a lot of fucking morons online. Even to have some decent sized businesses that get on there and disclose every single decision that they're making, not realizing that everybody else is watching and they're like, oh, okay, well, uh, you know, and, and stealing or fucking manipu- like, you gotta be careful what you share.

• 42:43Speaker 01

  Yeah.

• 42:43Speaker 00

  You know?

• 42:44Speaker 01

  Within reasons. You have to share within reason.

• 42:46Speaker 00

  Yeah. This dude sharing his fucking.

• 42:49Speaker 01

  Whole game plan.

• 42:50Speaker 00

  Yeah, like what are you talking about? This is a fucking war, bro.

• 42:54Speaker 01

  Yeah.

• 42:54Speaker 00

  I'm not gonna share with you where the fuck I'm going.

• 42:56Speaker 01

  Yeah, they're about to run.

• 42:57Speaker 00

  Until, until I'm already there and then I can say, oh, this is how we got it. You know what I'm saying? Like.

• 43:02Speaker 01

  That's right.

• 43:03Speaker 00

  I don't know. I think people, dude, real talk. I, dude. And I'm not trying to discourage anybody. I shouldn't even say this, but it's just the truth. It's just entrepreneurship has gotten so blown up and glorified that there's a lot of people that think they should be entrepreneurs that just shouldn't be. And there's a lot of people out there to say that everybody can be an entrepreneur and not everybody can. It takes a certain fucking type of person to do it. It takes, if you want to be good at it, it takes a certain kind of person. Everybody can have a side hustle. Everybody can just open up a fucking drop shipping thing or to Amazon or whatever, right? But if you're gonna build a real thing, dude,

• 43:42Speaker 00

  you have to be obsessed with it. You have to be obsessed. You have to be relentless. You have to like literally be 100% committed because everybody else that's, that's competing with you is. And if you're not, you're gonna lose and you still might lose because they might be better than you. So it's just like, it's like the most competitive thing in the world that people and, and, and,

• 44:08Speaker 00

  I don't know, like it's weird to me because like the, the paradox of it is like, it's the most competitive thing in the world that people think is like the easiest thing in the world. It's like, what the fuck, dude? And that comes from the internet, man.

• 44:19Speaker 01

  Ableton is dog.

• 44:20Speaker 00

  Yeah. It's not casual. There's nothing casual about winning, bro. Anyway.

• 44:26Speaker 01

  I love it, man. Well, guys, Andy. That was three.

• 44:29Speaker 00

  Yep. All right. Don't be a hoe.

• 44:31Speaker 01

  Show the show.