413 10X Your Business with Marketing Master Jay Abraham

"When you only eat what you earn, you find out what works and what doesn't." - Jay Abraham If you enjoyed this episode, check out show notes, video, and more at http://lewishowes.com/413 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.

• 0:00Speaker 00

  This is episode number 413 with Jay Abraham.

• 0:07Speaker 00

  Welcome to the School of Greatness. My name is Lewis Howes, a former pro athlete turned lifestyle entrepreneur. And each week, we bring you an inspiring person or message to help you discover how to unlock your inner greatness. Thanks for spending some time with me today. Now let the class begin.

• 0:33Speaker 00

  Welcome everyone to this episode of the School of Greatness Podcast with Jay Abraham. Now, for those that don't know who he is, he spent his entire career solving problems and fixing businesses. He's considered one of the world's foremost thinkers in the area of revenue model generation, business model generation, strategic restructuring and marketing. Jay has significantly increased the bottom lines of over 10,000 clients. He's worked with some of the most well-known companies in the world as well as individual brands. A lot of my friends that I know have worked with him. He's been featured in USA Today, New York Times, Los Angeles Times, Washington Post, and many, many other publications.

• 1:16Speaker 00

  I wanted to break down and get inside of Jay's mind. Again, he charges a lot of money for entrepreneurs and brands to work with him on all these different areas of their business to really exponentially grow their business in ways they never even thought were possible. So I said, how can I tap into his mind? What can I learn to get out of this over the next hour to really give you the best insight to help you grow your business? So what we talk about are why certain entrepreneurs are limited by a cap that they can't break through. Also, the exact phrases to tell clients to make them want to give you referrals. A simple four-part process for harnessing the greatness within you.

• 2:00Speaker 00

  The four kinds of clients and what to do with them. Also, the question to ask yourself to know if your goals are big enough. Guys, we

• 2:10Lewis Howes?

  Dive in, so make sure to take notes, share this with your friends, LewisHowes.com/413 To check out all the show notes, to watch the full video interview. Again, make sure to subscribe To this podcast on iTunes and on YouTube. If you haven't subscribed yet, This is a good one, and we've got some big episodes coming up. Without further ado, let me introduce to you the one, the only Jay Abraham.

• 2:36Lewis Howes?

  Welcome everyone back to the School of Greatness Podcast. Super excited about our guest Jay Abraham in the house. Good to see you, sir.

• 2:42Speaker 02

  Oh, my pleasure. I'm super excited about this.

• 2:45Lewis Howes?

  Yes. Now, I heard about you a few years ago, like whispers in the industry. You're like a whisper, like the godfather of business strategy, the marketing. Ramit Sethi was telling me how you like 10x his business in like less than a year, and all these other people talked about you. And then we finally met in person a few months ago at a, an event with Larry Benet, and had a great little rapport in five minutes.

• 3:07Speaker 02

  Yes.

• 3:07Lewis Howes?

  And I was like, I gotta get this guy on and learn more about how you've been so successful in, You've trained over, I think you said over a thousand of the highest clients out there, roughly around a thousand, 700,000, I always said.

• 3:19Speaker 02

  Well, it depends. Experts, we've, we've, yeah, we've done, we've done 7,000 industries.

• 3:25Lewis Howes?

  Industries, but you worked with people like Tony Robbins, Ramit Sethi, Damon John, Stephen Covey, Other names like that. And you work with them in their businesses to help them optimize their business?

• 3:37Speaker 02

  Well, yeah, they could, nobody comes to me for help with their methodology. They come to me for three things. One, The ability to elevate the perception and to make more concrete, the, the impact and value, and also To develop either more entry level or more advanced variations of it. But I've been very blessed because in order to do that, I have to get a short course understanding. So I've been educated in a multiplicity of methodology, technology, philosophy, ideology.

• 4:08Lewis Howes?

  But people want to grow their business, right?

• 4:10Speaker 02

  What I do basically, I grow businesses for a living, and I grow them in a multitude of ways. And I'm a strategist, and I'm a marketing person, and I'm a, I'm a business model remodeler, and I'm a competitive advantage.

• 4:28Speaker 02

  Generator and I'm a channel developer and all those and it's very dynamic. I'm not a specialist in a singular area.

• 4:38Lewis Howes?

  Gotcha. What would you say is the biggest mistake that entrepreneurs or business owners are making right now?

• 4:43Speaker 02

  Well,

• 4:44Lewis Howes?

  a common theme?

• 4:45Speaker 02

  Yeah, well, there's probably an integration. First one is almost all of them are tactical. They're not really strategic. They're not really making everything they do advance and enhance an ultimate long game plan. Number two, they really don't understand their market at a deep, connective, empathic level. Number three, they make it harder for people to do business with them. Number four, most people don't understand if you market externally by regular conventional media can be anything from Facebook, pay per click, anything else, all you're doing initially is vying for the first outer tier periphery of trust. And most people don't really use the greatest trust

• 5:32Speaker 02

  tank, fuel tank and monetization

• 5:38Speaker 02

  capacity they have, which is referrals and endorsements where they've already earned trust. I mean, there's a delta between me running an ad and you hopefully opting in and say, okay, I'll give them a chance. You don't say it consciously, but there's a long, there's a long process as opposed to if Ramit says, "Hey, Jay made me this. Get on the phone and have him make you that." It's a done deal.

• 6:02Lewis Howes?

  Right. It's a no brainer.

• 6:03Speaker 02

  Yeah. And I look at people and it's very funny. It's tangential, but we do these seminars and they're very diverse, hundreds of different industries. And we ask how many people run ads, how many people have sales forces? Then we ask, how many people can actually say that 20 to 100% of your business is generated by word of mouth or referrals and it's quite substantial. Then we ask them, okay, what's the percentage? What's the dollars? And it's even more shocking. 60%, $2 million. 40%, $500,000. Then we say, remain standing if you have in place at least one formal, systematic, strategic referral generating

• 6:44Speaker 02

  strategy that you're applying continually throughout the company. And 99% sit down. The rest, we say, okay, if you have two, the rest sit down. And then I say, well, first of all, Because I've looked at so many industries, we've identified 93 unduplicated referral generating strategies, systems, they require no money, no effort, they just need to be, no more effort just to be put in place.

• 7:07Lewis Howes?

  Yes.

• 7:08Speaker 02

  Then I say, let me tell me if I'm right in my, in my perception, Tony would say my hallucination. And we say, so I believe a referral generated prospect buys quicker, negotiates less, buys more things, buys more often, buys longer, is more profitable, is more enjoyable, refers more people, costs you nothing to acquire, as opposed to how many of you spend 10, 20, 30,000 on ads and trade shows and paper click trying to get that first outer periphery of trust? And I said, there's something wrong with this picture. I'm trained to see what's not right, but what's wrong with, I'm a super critical thinker.

• 7:53Speaker 02

  But yeah, I mean, I get on a tangent, but people don't take advantage of that.

• 7:56Lewis Howes?

  So how do people implement a referral system in the online marketing world? Let's say if they have a business they're running online and depending on the industry, but how would you?

• 8:05Speaker 02

  Well, the first thing is, is a pre-assumption that you have such goodwill because you've added value that's perceivable and, and been realized in some way by your buyer. If you haven't, you don't.

• 8:18Lewis Howes?

  Right, right.

• 8:19Speaker 02

  I mean, you better reevaluate your value proposition, but assuming you do.

• 8:22Lewis Howes?

  So you've got a thousand customers.

• 8:24Speaker 02

  Yeah, and we call them clients, and that goes to another theory of mine, which is called preeminence, which I can discuss later if you want to. But what you do is you, you, you go to them with the truth. And your truth is, and there's lots of ways to articulate it, you say my or our business, you've been a beneficiary of our business, and then you do a little future pacing, and you say, hopefully, you have, and depends on whether it's product, service, you know, that, you know, the person that existed before you availed yourself of our product or instruction or podcast or this is a much different person than the person you are now. Now you're more this, and you program what they are, and you give them a future pace. Now you're seeing life differently, you're happier, confident, whatever it is. And.

• 9:10Speaker 02

  If you are like anyone else, you realize how many other people were like the way you were that would be benefited and liberated so much. And we exist to do that, but we don't, we can't reach them all on our own. We don't know where they are.

• 9:23Lewis Howes?

  Right.

• 9:24Speaker 02

  We don't have a big budget. Most of our business is referral based, so we turn to those trusted and valued clients and we ask your help to help us reach people that deserve a better life or deserve to be liberated, deserve not to be, whatever. And that's one, I may give you a hundred ways.

• 9:44Lewis Howes?

  Sure, sure. If someone has an online course and they've put a hundred students, sorry, clients through

• 9:50Speaker 02

  Yes.

• 9:50Lewis Howes?

  this program and they've got great results by many of them, not all of them, but a lot of them who took the action on the course, could be on any topic.

• 9:57Speaker 02

  Yeah, yeah, I agree.

• 9:58Lewis Howes?

  And you've got a hundred clients in, fifty to sixty of them had great results, amazing, they're like shouting from the rooftops. How would you implement a referral system for those fifty to a hundred clients? What would be the, the next step?

• 10:14Speaker 02

  Well, why don't I show you the prefacing step? Cause you're asking a question that it's, it's presupposing post.

• 10:23Lewis Howes?

  Yes.

• 10:23Speaker 02

  Result.

• 10:23Lewis Howes?

  Yes.

• 10:24Speaker 02

  I'll give you a better way.

• 10:26Lewis Howes?

  Okay.

• 10:26Speaker 02

  When you presuppose the result before it starts. You basically sit down in the beginning and it's in your marketing and it's in your, your interaction, whether it's live, whether it's recorded and you say, our business exists, it lives or it dies by the referrals you bring us.

• 10:46Lewis Howes?

  Hmm.

• 10:46Speaker 02

  We don't put, we have a choice. We can put a lot of money in advertising and diversionary activities, or we can take all that money and invest it in more training, more support, more constant releasing of, of advanced materials.

• 11:03Lewis Howes?

  Contract.

• 11:03Speaker 02

  Yes. And we choose to do that. In exchange, we ask. And we, and we hope you're willing for one special consideration when you become a, you know, a first stage client of ours. It's this, we tell you what we're going to do. We're going to give you the best training. We're going to give you the best help. We're going to be, give you the best answers if you're confused. We're going to give you support. I'm just talking about information.

• 11:29Lewis Howes?

  Yes.

• 11:30Speaker 02

  I didn't apply anything. We're going to give you tools nobody else does. We're going to give you a higher success probability. And we're going to give you the motivation, the guidance, the pathway and the, and the, the crutches and tools to make it easier for you to take action and achieve your goal than not. Only once, if and after what we've invested and promised to do for you, it happens. We ask you to identify two equal quality colleagues in your life who you care enough about that you wish the same kind or, or different, but the kinds of outcomes and introduce

• 12:15Speaker 02

  them to us, knowing that we have all these introductory information or education that's gratis. And also if they wish to avail themselves, we won't consider their, their commitment binding for 45 days and until they've, and that's one way you can do it. So you set them up from the beginning.

• 12:34Lewis Howes?

  Wow. And how do you have them? What's the mechanism for the introduction? Is it like send them to an email opt-in? Is it's an email introduction? Is it's?

• 12:43Speaker 02

  Well, there's many ways you can do it. As I said, we were talking offline and I said, the advantage of me, which is also the disadvantage is I can give you 150 different ways to do it.

• 12:53Lewis Howes?

  Sure.

• 12:54Speaker 02

  One way is to say, do this for us. You know, we're having a short course primer on what we do, why we do, why it's different. And introducing some of our more grateful and impressive success stories. And it would mean a lot to us, but it probably mean a lot more to anybody you invited if you would get three of your friends to come.

• 13:17Lewis Howes?

  Gotcha.

• 13:18Speaker 02

  That's one thing. Second thing is you've got a book. If you have a online version and you're not selling much of it, you could say, we want you to gift this book to five people in your life. That you know need it, but also you you are confident will read it and will and will spend time really reflecting on it and get them to talk. I mean, you can do a million things. You can you can say, we want you to write to your your colleagues, five of them, give them specificity. And but what I always do is is try to enumerate who they are. And I have to tell a story to make it. Can I make can I do so years ago, I was

• 14:01Speaker 02

  very big in the training business. We were the largest client for a version of Wells Fargo Bank. And every week I would go to lunch with the bank manager who happened to be a really hot, single divorced woman. And every week, she would lament that she had no dates. And this woman's hot. I mean, she good looking, she's intelligent. Successful. Successful money. You know, she revealed a little bit of her physical interests. So she'd be perfect date for anybody. Right, right. And so I'm I'm wondering, after about the fourth time, I said, Well, tell me what you're doing. And she said, Well, I'm just saying to everybody, Hey, why don't you guys

• 14:43Speaker 02

  help find me some quality dates? And I said, But you're not denominating what you want. You're not telling them what to do. And I gave her. Pacifics, yeah. Yeah, I gave her a template in five minutes. I said, When you go back to the bank, do this all day. Go to everybody that you interact with where it's appropriate, whether it's the tellers, the managers, your your clients, and just say, I was thinking that I talked to you all about looking for a quality man, you know, to hang out with. And I don't think I ever explained to you what he might look like, where he might be. And so I gave her a context. He's going to be 40 to 50, a professional. He might be divorced, but

• 15:24Speaker 02

  you know enough about the background that it wasn't his fault. He's not brutal. He doesn't smoke. He's not alcoholic. He's a good man. He's a good father. If he has children, he's got good values. His interests are such and such. He's not a confirmed bachelor. He's a confirmed. Uh, sort of a, of a romantic adventurer looking for a quality he wants and is interested in someone to spend quality time with and then where he might be. He might be at church, he might be an ex brother-in-law, he might be a neighbor, he might be in your, in your, he might be in another branch, blah, blah, blah, blah. The next week she called and she

• 16:09Speaker 02

  has seven dates.

• 16:10Lewis Howes?

  Well, there you go.

• 16:11Speaker 02

  But the key is programming somebody, helping people. We make it very hard because we have the, uh, the, uh, the ignorance and I guess I'd almost call it insolence to think that everybody understands the implications and the dimension of our abstract requests or comments.

• 16:32Lewis Howes?

  Sure, yeah.

• 16:33Speaker 02

  And they don't. The more you help people get clarity and concreteness and direction and, and actionability, the more predictable outcome you will get from it. But there's a hundred ways to do it.

• 16:46Lewis Howes?

  Sure. What would you say is the, uh, one of the biggest success stories of one of your clients? One of the biggest case studies from, in terms of results in a year's time, one of your clients?

• 16:58Speaker 02

  Okay.

• 17:00Lewis Howes?

  Business results.

• 17:00Speaker 02

  All right. Well, I can give you, uh...

• 17:03Lewis Howes?

  Maybe you can't say the name, but you can say...

• 17:05Speaker 02

  No, I can say the names. I can tell you a bunch of things. We did Entrepreneur Magazine when it first started. No one knew what entrepreneur meant and...

• 17:13Lewis Howes?

  When was this?

• 17:14Speaker 02

  1976.

• 17:16Lewis Howes?

  Wow.

• 17:16Speaker 02

  And we had to send out mailings with the actual Webster's dictionary, um, with all the, uh, you know, how to, how to enunciate it, how to pronounce it, what the definition was.

• 17:28Lewis Howes?

  No one knew what entrepreneur was.

• 17:29Speaker 02

  No one knew what entrepreneur was.

• 17:29Lewis Howes?

  Wow.

• 17:30Speaker 02

  And originally it was a magazine formatted membership for a hundred bucks and the whole premise was every month you'd get this very large report on an emerging small business opportunity. And it would tell you how to, if you wanted to franchise, who to go to, if you didn't want to franchise, who the best, uh, providers would be of doing it yourself. It would have some basic stuff on hiring people. Twenty-five interesting pages, very good. And then it would go to archive. And that was it. And we were doing about... A million dollars. Actually, we did nine hundred. And I took all the archives and turned them into startup manuals because we had all these archives. We added boilerplate, which is just general information on hire an attorney, how to use advertising,

• 18:13Speaker 02

  how to get pre R. And we created about two hundred startup manuals. And we sold them for thirty nine dollars apiece and we sold three hundred thousand of them in the first nine months. And then we took them and we reassembled them into categoric. We had the entrepreneurs, low investment business institute with ten of them together. We had one that had all the food related services and those were two hundred dollars. And all we did was repurpose and we went, we, we wrote, we grew it nine times in less than a year. We took a, um, we took a gold company when gold, you're too young, but gold was legalized in the seventies.

• 18:55Speaker 02

  And when it got legalized, everyone would go to the Wall Street Journal, they would go to Barron's Forbes to run ads. I went to where, uh, there's again, tell a story. Willie Sutton, you know Willie Sutton was Willie Sutton was the greatest bank robber of history. He robbed more banks, set more records, still holds them than anybody else. And he operated in the forties, thirties, a little bit of fifties. When they finally caught him, they said, Willie, why in the world did you rob so many banks? And his answer was hilarious because that's where the money is. So I've been trained not to go to the places where you're spending X and getting this much of the market, but where the real money is.

• 19:39Speaker 02

  So I took my client and we went to all the financial newsletters, all the investment seminar people, all the people who back then were doing investment economic books and selling them direct. And we became the recommended, uh, dealer. We were part of every welcome pack when somebody subscribed. We had a deal that I negotiated where twice a, uh, a year, we had a special edition that we paid for all about hard assets. We funded. Regional events with with iconic other speakers we paid for and we gave all the profit to the newsletter because we wanted the investors and we went from 300 to 500 million dollars in a year.

• 20:24Speaker 02

  But probably one of my two best stories that I like actually are from work I've done in China because they're hilarious. I'll tell you one other one too that's cool, but the work in China is cool. So I've been helping Chinese entrepreneurs, really high performing ones for eight years. First time I went there, huge audience, and a young man came up to the mic and he said through translation, Jay, what do you do if your business is too small and the banks won't lend you money? And I said, okay, well, first of all, what do you do and what would you do with the money? And he said, I'm a local motorcycle manufacturer, not only in China, you know, where you have 100 million people in one city.

• 21:09Lewis Howes?

  Right.

• 21:10Speaker 02

  Are you going to have a local motorcycle? And he said, I want to get money so I can go to other parts of Asia, build a factory, hire salespeople, get retailers. And I said, okay, but why do you need the money? And he said, I just told you. And I said, you don't need money. You need to realize that you are the solution to somebody else's bigger problem that doesn't know it. Go all over Asia and find somebody who is in a complementary, not a competitive business, but already has a big factory, not using their second shift, already has distribution and sales force and partner with them. That was like a minute and a half. And that was, I do Q and A on the stage.

• 21:53Speaker 02

  So I come back a year later, one year later, same guy's there, comes to the mic and now he looks like the Cheshire Cat. And he says, Jay, through translation, I did what you said. I said, that's cool. What'd I say? Cause I didn't remember. He said, I went to Asia. I got to Kuala Lumpur. I found the largest lawnmower manufacturer in Asia. They were in eight markets, eight countries. They had a huge factory. They weren't using almost any of the second shift. All I had to do was bring my tool and dies, which are the forms you use. The molds. Yep, yep. And, and they already had salespeople, distributors, a thousand lawnmower dealers. We both split $10 million of profit in our first year. Amazing.

• 22:38Speaker 02

  And, and I have more if you want to hear them, but I mean, I've got tons of friends. Amazing. Why do you think this way? I was very blessed. I have no formal education. I got married at 18, the first time. Been married three times. I have seven children. I have no formal education, no negotiability. I, nobody gave me a salary job. The only jobs I ever got were crazy entrepreneurs who would stick me in a corner and give me a chance to get a piece of, you know, sales I generated or markets I opened. And when you only eat when you earn, you find out what works and what doesn't, what works better very quickly.

• 23:18Speaker 02

  I was a hopelessly curious and I, I, I had a very, what do you call it? Either a large or, or, or a small stability factor. So I jumped not from one job to one industry to another. And after about eight industries, I realized that people in this industry don't have a clue how people in this industry, this industry, this industry think. They don't understand the selling approaches, the business models, the strategies, the access vehicles, the competitive approaches. And I was able to take elements from two or three industries, add them to ones that didn't know it. And my performance was outrageous.

• 24:02Speaker 02

  And I realized, geez, I'm like the one eyed man in the land of the blind. And so I started becoming much more aware of all the different ways, all kinds of different industries did it. And I was able to do that. Then I got very blessed. I was exposed, besides the experts, I had some of the greatest. Specialist as client mentors. I had the Deming Organization. You probably don't even know who Deming was. Deming was the father of process improvement, optimization, highest and best use theory. He's the one that went to Japan right after the war and helped the

• 24:41Speaker 02

  Toyotas and the Nissans and the Hondas become such successful manufacturers. And he taught basically how to make, he taught variability. If you look at any function, there's bunches of different factors combined to do something. Yes. I call them impact points. Each one has variability. And if you can make it, make each one perform 10% better, and you have 30 different elements, you're getting not 10%, but you're getting hundreds and hundreds of percent improvement. And I learned to learn about the geometry of business. I had the largest multi-variable testing agency in the

• 25:23Speaker 02

  world, and they worked for large corporations. And they would test millions of dollars worth of hypothesis, putting different collections of SKUs together on a shelf, or different sizes, end cases, signage, signage outside, selling something, and testing different ways of following up to see breakage or repurchase and factors. Then I worked for the largest strategic litigation consulting firm in the world, and they tested everything from venue,

• 26:01Speaker 02

  jury type. They had 150 PhD sociologists and psychologists. They had a graphics department that it's almost like a forensic accountant. Depending on what side of the case you're on, we could depict pain and suffering horribly or minimally. And I got, that's besides 465 major industries, 7,000 sub-industries, over 300 top experts, 1,000 total experts. So I have a lot of context to draw. And I've done it around the world to make, you know, to see how it validates and what universal principles. And I've gotten to see how many

• 26:44Speaker 02

  better ways, this concept of highest and best use, it applies to everything in your life. Whether it's how you use your time, how you use your interaction with people, if you're a business, your team, yourself, your, your message, your interaction, what happens at the time of, of, and there, and I've learned to look at all the impact or leverage points that go on, give you a couple of examples, and it's pretty well known in advertising, but you, the headline is the ad for the ad. Yes. What people don't realize, it's not just the headline that you see in an ad, it's the opening phrase that you use if you're trying to get an appointment, it's the signage

• 27:26Speaker 02

  you use at a trade show, it's the way you embrace somebody at the front of, of the doorstep of a sale, a sales organization, it's the subject line in your email or your, or your Twitter. We've changed the way somebody greeted somebody at the front door and tripled response. We've changed a headline and gotten 500 times, 500% more buyers and, and actually higher quality tickets. Nobody looks at that. Nobody looks at, at, if you look at a company that sells lots of different things, and

• 28:09Speaker 02

  you look at different places they do it, you will see that different products, different propositions, different media, different categories of buyers are worth different amounts. Yes. But if you don't know that, and you treat everything as equal, you're going to spend the same amount on everything, whereas, you know, one kind of a product buyer may buy more profitably upfront and not buy on the back end, one might not buy well on the front, but buy 20 times. We, we learned what's called the lifetime value of a buyer, or the marginal net worth, and it's looking at not just generating a sale. But it's strategically, what do you want that sale to do?

• 28:49Speaker 02

  And when you start looking at that, it changes your whole, I mean, we, we, well, I mean, we, we created a company from scratch, a company called Icy Hot, which is prominent today in retail. But when we, we bought it out of, out of bankruptcy and it was only doing $20,000 and it was selling, it was selling the same thing by mail for $3. And nobody had ever looked at the buying history and we saw that for every new 10 buyers that came in, eight would buy every month for life. Wow. Because there was no cure for arthritis or bursitis. And out of every eight that bought, four would buy other products from us. And out of every four, I'm just averaging here a little bit off.

• 29:33Speaker 02

  For every four, two would buy twice a year bulk for gifts. So, and we were selling it for $3. It cost us 55 cents, it was a long time ago, to put out mail. So, we were making $2.45. Every time we brought in a $3 sale, we were accruing, out of 10 people, something like $200 a year for life and profit. Wow. And when we made that realization, we realized we could afford to lose money. Upfront, yeah. As long as our cash flow would handle. And I got on the phone and I set up deals with 1,000 radio stations, television stations, publications, all kinds of media to run ads for us, selling our $3 product. Wow.

• 30:17Speaker 02

  And keep all the money. And we actually sent them an extra 45 cents. So, we were into it, 55 and 45 a dollar. Hmm. As far as cost. Right. But we went from 20,000 in sales to 500,000 buyers in the first year. And you could do the numbers, but better than that, we got so much no-cost advertising that we forced retail distribution, if you know what that means. It means that a mail order company sells direct and it makes money, but it's not a lot of asset value. Right. When you become a consumer product distributed in drugstores and grocery stores, your value now goes to 10 or 12 times sales.

• 31:02Speaker 02

  And in a year and a few months, we got it to where we sold it for $60 million back in the 70s. No, it's better than this, to a big pharmaceutical company. And because they didn't appreciate. Intangible assets, they let us keep the 500,000 buyers who were all geriatric. Plus, they didn't prohibit us from using all of the distribution channels, the thousand radio stations, TV stations for selling other things, and we got $60 million. So I've been through a lot of interesting things. I can tell you tons more if you want to talk.

• 31:40Lewis Howes?

  Well, who was, um, who was more influential in your life growing up, mom or dad?

• 31:45Speaker 02

  Uh, probably my mother because she was attention deficit. She was into, uh, reasonable self acknowledgement, but she always wanted to try zany things.

• 32:00Lewis Howes?

  Okay.

• 32:01Speaker 02

  And my father, though, had a very high ethos. He wasn't terribly successful, but he taught me very high ethical plane. She taught me a very wonderful, nonlinear way of looking at the fun, exciting, adventurous sides of life. And I had probably from that, uh, a hopeless curiosity that got me to question, to, uh, to, uh, interrogate, uh, non-offensively entrepreneurs. I used to have, when I was young, I was so non-threatening that all these entrepreneurs

• 32:42Speaker 02

  would let me sit in their office in the corner, watching them do business all day. And I had no money and they, I'd work all night to be able to do this. Uh, my first wife thought I was crazy, but they would take me to lunch because I had no money. I get to watch them do things and people would look curious. Why, why is that person in the corner? And they wouldn't say anything. And afterwards they say, now let me tell you what just happened. And I had all these wonderful mentors. I've had wonderful mentors all my life and I'm a, I'm a blessed beneficiary of a lot of people, smarter, brighter, much more successful, worldly and deep, having taken a, an interest and contributed to me.

• 33:26Lewis Howes?

  That's how I feel too. Just doing this podcast, I get to connect with people like yourself and just. Assimilate all the information. So you talked about funnel vision and why it's better than tunnel vision.

• 33:37Speaker 02

  Sure.

• 33:38Lewis Howes?

  What does that mean?

• 33:39Speaker 02

  Well, I created this years ago. Most people in life, whether you have a career or whether you have a business, you know, pretty much what everyone else in the career does, the way they do it. You know, pretty much what your competitors do and the way they do it. Then you know, whatever else you read in a book or you go to a program or you see an article in a magazine, but that's it. And I consider that a tunnel because it's very limited. But when you understand this concept of optimization, which is highest and best use.

• 34:18Speaker 02

  And you understand that there are probably 25 impact or leverage points on the revenue side of anything anybody does. Each one that can be enhanced from 10 to, to a thousand percent, but it can't be enhanced if you don't know what they are. And then it can't be enhanced unless you know, higher, better, safer, more profitable, more predictable, low cost ways of replacing them. I'm getting a little confusing. So what funnel vision is, is taking the best options and opportunities and possibilities outside your business and funneling

• 35:01Speaker 02

  them into areas, activities, careers, businesses, marriages, anything you want to apply to where it's never been really known and optimally is taking multiple ones and creating hybrids. So one is like this and the other is like that.

• 35:19Lewis Howes?

  So taking things from other industries.

• 35:21Speaker 02

  Adapting, adopting, borrowing.

• 35:23Lewis Howes?

  Sure.

• 35:24Speaker 02

  Appropriating, creating hybrids, synthesizing and doing it.

• 35:31Speaker 02

  Uh, continuously and you run rings around everybody else. And it's very fulfilling because you have a, it's a power that no one else possesses. So it gives you great uh certainty, great strength. It's just, it's a very, it's a very empowering thing, very liberating.

• 35:48Lewis Howes?

  And why do you think most entrepreneurs limit, are limited to a certain amount of success? Why do you think they, they hit a, a cap and they can't break through?

• 35:58Speaker 02

  Well, there's, there's three reasons and, and, and the first reason is they don't know how much more is possible from time, effort, opportunity, people, uh, interaction, media. They don't know how many ways to leverage it up. The second, and we were talking about this in, in the, in your hallway. They don't understand how to really uh, how to uh, access and fully harness, exploit, and uh, really utilize the greatness that's within them and.

• 36:33Lewis Howes?

  How do they do it?

• 36:34Speaker 02

  If you want me to tell you, I can give you a four part, very simple process.

• 36:38Lewis Howes?

  Sure, sure.

• 36:38Speaker 02

  Okay, so, but I have to give you my belief system first.

• 36:42Lewis Howes?

  Perfect.

• 36:43Speaker 02

  Okay, so I have a belief system that every human being is born within their DNA with a desire to be great. We want to be great uh, students, great athletes, great uh, whether it's a career, business people, husbands, fathers, mothers, friends, lovers, anything. And yet probably at most two or three percent are ever great. The majority of us operate in this realm that I would call respectfully complacent mediocrity. Now, the assumption is that they're lazy or they aren't aspiring. My assumption is it's not their fault.

• 37:25Speaker 02

  No one has ever given them a context of understanding what true greatness is supposed to look like and feel like. Both internal, here, here, how you communicate, how you look at things, how you re contextualize your, your interaction and also how it is supposed to be received. If you don't know what you're supposed to be doing differently internally, externally, and no one's ever really framed it for you, you can't be that way. Now, then, if you can get that far and figure out what it's supposed to be, you have to be able to gauge it against where you are, and there's a delta. And, and then you gotta look at it in the whole totality of your life, because there's

• 38:10Speaker 02

  like five or six categories. You cannot be great in your business, you cannot be great in your marriage, you cannot be great in your health, and you gotta figure out which area you gotta deal with first, because sometimes getting your business together isn't gonna, it's moot if you're gonna die, or if you're gonna die and then, and on your deathbed, your wife and your children are gonna leave you. So you gotta find that. So if you can figure out what greatness is supposed to look like inside, what you are supposed to not feign, but genuinely be, your, your heart, soul, mind is imbued with, so it's a natural, it's a font from which just automatic understanding, empathy, connectivity

• 38:51Speaker 02

  flows, and you can, you know how to monitor and gauge whether it is being received and also how to adjust it, that's the first thing. Then you figure out the difference. Then you gotta figure out the pathway or ways to get from where you are to where you need to be. And most people don't have a clue how to do that. Or, they choose like the, the analogy of the, of the funnel tunnel, they choose the hardest, most difficult, they wanna be a pole vaulter at the Olympics the first time out, as opposed to doing switchbacks that'll take you up the mountain safely and has water stations. So, if they are lucky enough to figure out the safest way to get from where they are

• 39:35Speaker 02

  there, then they have to have the, they have to have the courage to

• 39:44Speaker 02

  Embrace it. Now, this is where it gets really tricky. And you're single? I've got a girlfriend, yeah. Okay, but no children? I'm not married, no. Okay, I have seven children. Yes. So, from very vast experience, my kids, when the very first time they tried to talk, or walk, or eat, or poop, or ride a bike, they were terrible. Right. And it was scary. But what they required was a champion who believed in them, who they felt comforted, who would reassure them, who would get them back on the horse, who would keep, you know,

• 40:27Speaker 02

  keep advancing them. And most people don't have, and this is not a crass comment for a compensated mentor, I don't like coaches, I like mentors, because they've been there, done that, they know it's possible, and they can hold you to a higher standard. But most people try to do everything alone. They don't have connection with people. They don't, they worry alone, they aren't connected. You need advocates and, and champions who care enough to keep, to hold you to a higher standard.

• 41:01Speaker 02

  And that's why people aren't great. Does that make sense? Absolutely, yeah. And, and if you can get those things, it's incredible. What, I mean, I just don't, I think, and it's not, it's, there's no shame. One of the biggest, I think, pensions I'm on is, is the, the relief of guilt, because almost everybody is made to feel that they're not good enough. And the reason they're not good enough is they don't know what good enough is supposed to look like. That no one's ever helped them. And as soon as they know, it's very easy. It's not hard to be greater. It's not hard to be great. It's not hard to be exceptional.

• 41:46Speaker 02

  But it is hard if you don't have any idea what you're doing right, wrong, what you can, what you need to do to shift, how you have to think differently. And then it is wrong if you can't embrace it. I mean, a lot of people are so scared

• 42:02Speaker 02

  that they will be seen as weak or incompetent, that they're afraid to. And vulnerability is a great, greatness is a byproduct of vulnerability, if that makes sense.

• 42:16Lewis Howes?

  Absolutely.

• 42:16Speaker 02

  And most people are afraid to be vulnerable.

• 42:19Lewis Howes?

  I agree. I agree. What is something that you believe that almost everyone else disagrees with you about?

• 42:29Speaker 02

  I believe two things. And I can't have a single answer. One is that I think people's goal in life is tremendously flawed. I believe most people are obsessed with an end result. They want to make a trillion dollars. They want to be in great shape. They want to have the hottest wife. They want to have the biggest house, the fastest growing company, the most toys. And they think that by getting that alone, all of a sudden their life's going to change. The heavens are going to open. The angels are going to trumpet. Euphoria is going to prevail and all goodness is going to befall them. When in fact, it's anticlimactic. It's no different.

• 43:13Speaker 02

  It just increases the complexity of your life. I believe that, that your life is not about an end result. It's about the process. The, the fact that you and I are doing this for an audience of a million is wonderful. But if we were doing this for just you and I, that's fine, too. The process is as good as it gets. When I travel, I have a very, and I think your, your goal in life. Is that every time you interact with anybody for any reason at any stage, your job, your responsibility, your opportunity, your, your privilege is to make that person better off because you were in their life.

• 43:58Lewis Howes?

  Absolutely.

• 43:59Speaker 02

  When we travel, and I travel a lot, I have a protocol. And I'm not saying this because I'm so cool. I get off on it much more than I give. I do a lot of things in Asia and very sincerely not being discriminatory or a lot of Asians don't reveal a lot of emotion. So when I go to China, when I go to Japan, when I go to almost anywhere, first thing I do, because I fly on great carriers and I drink great champagne, so I'm usually need to hydrate for a day. So first day I do nothing but hydrate. The next day I split it. I go into the lobby or the, or the bar for four hours and I smile at people till they smile back. Quite fascinating to see the difference.

• 44:43Lewis Howes?

  How long does it take for them to smile?

• 44:45Speaker 02

  Hmm, sort of a battle of wills, three, four minutes.

• 44:48Lewis Howes?

  Really?

• 44:49Speaker 02

  Yeah.

• 44:49Lewis Howes?

  You'll smile at them for three minutes?

• 44:50Speaker 02

  Yeah.

• 44:51Lewis Howes?

  Until they finally smile back, wow.

• 44:52Speaker 02

  Yeah.

• 44:53Lewis Howes?

  Where it's here, it's a couple of seconds.

• 44:54Speaker 02

  Well, but it's a different culture. I ride the elevator up and down for two hours into it. I get off on the floors and talk to the housekeepers and the servers. And it's very fulfilling and you know you're enriching their lives.

• 45:08Lewis Howes?

  Sure.

• 45:09Speaker 02

  But you're feeling, you're, you're, you're, and we'll talk and if they speak English, you'll learn their worldview and it's very interesting and their husbands and wives and mothers and they have the same hopes and dreams. And I think that, we talked a little bit, most people and many young people today, and I have millennial children, I have exes, I have a little younger than baby boomers. And I think they've lost track of true connectivity, humanity, humility, and, and what really provides fulfillment and satisfaction in life and.

• 45:56Speaker 02

  I mean, I've got Porsche, Maserati, I got the fastest production car in the world. I got a supercharged Range Rover. I got a beach house. I got a big house. That doesn't, it's nice, but when I die, I'm not gonna say, oh, I wish I had another bedroom. I wish I had. Right, another car. Yeah, that isn't gonna do it. It's just a giggle and a diversion. I mean, the, the, the, the meaning of life, I think, is the interaction between people. And I think that, that the growth you give and get, the fact that you're always a teacher

• 46:41Speaker 02

  and a student, and that you're, you should always be obsessed with learning. And the other thing I'll say, cause it's all related, I think you have an obligation in your life to commit every time you interact with anyone to stop. And whether you're trying to sell somebody, have a discussion, you want to, there's a couple of, I haven't used these nomenclature for a long time. You want to, first of all, examine how they're seeing life, cause no two people are having the same conversation. Right. Because they didn't have the same background, same values, same image in there. And I'll give you a great example in a minute.

• 47:21Speaker 02

  You wanna, you wanna understand their values and what, you know, what their life is like. You wanna appreciate it, because yours may be very different. You want to acknowledge them and show them that you are listening and respect it. You don't have to accept it, but you have to acknowledge that that's their reality. And I don't think most people are willing to do that. And listening is one of the greatest overlooked skill in hearing. And, and, and demonstrating to people that you did hear and you really did grasp.

• 47:59Speaker 02

  I mean, I've got a story that is outrageous that I'm happy to share or not, but it's a very profound demonstration of of the power of this. Hmm, sure, go ahead. Okay, many years ago, it's a cool story. And I've got a couple of ways of nonlinear thinking. Many years ago, I was in Australia to do a seminar. And the most interesting thing was, this was 20 years ago, and I was going to do four sold out seminars with three to 500 people each at five grand. I was going to do a $25,000 one. Those were big numbers 20 years ago. We flew in, my family was tired, we were at the Sheraton downtown.

• 48:39Speaker 02

  I couldn't sleep, I went upstairs to the concierge room and I had, I was drinking Cognac back then. And there was one man in the corner, and I was always very curious. So I walked up to him and I told him two things, that I was from the United States and I was here on business, that was it. The rest of the 90 minutes, we spoke, I just asked him questions. And I came to find out, he was from Germany, he worked for a large pharmaceutical company. He traveled the world calling on third world health ministers, selling population control systems. I, of course, was curious what different population control systems look like, how

• 49:24Speaker 02

  you sold them, how you got an appointment to sell them, how when they were bought, the populace wanted to be controlled. I wanted to know whether it was done basically on the up and up or on the under and under. I wanted to know how many calls it took, how long it was, who administered it, whether that was a backend service or part of the package, all kinds of questions. Then I switched and I wanted to know what life was like in Germany, cost, school, stability, where you go on vacation, you know, what kind of education did he get? How do you become this person?

• 50:07Speaker 02

  How do you make cold calls on health ministers all over the world? Uh, then I wanted to know what he was gonna do when he grew up because he had this incredible rolodex. Then I found out that he was a keynote speaker at the Third World Health Convention that was there because there was security everywhere.

• 50:25Lewis Howes?

  Mm-hmm.

• 50:26Speaker 02

  And, uh, we talked a few more minutes and I'm drinking Courvoisier's and after about five or six or maybe more, I was starting to get very wobbly. So I stood up and I said, um, uh, excuse me, I'm gonna leave. Thank you. And as I got to the elevator, he said, wait, I have to tell you, you are one of the most interesting people I have ever met. And

• 50:53Lewis Howes?

  He didn't know anything about you.

• 50:54Speaker 02

  No. But here's what I, it taught me a defining lesson that is, that has guided my life. I'm leaning on the framework of the elevator, praying that when the door opens, there's an elevator in it, not a shaft, because I'm pretty, pretty giddy by then. But I realized a distinction that have carried with me for 20 years. If you want to be interesting, all you have to do is be interested. If you want to be respected, all you have to do is respect. It goes all the way down. Love, love. I mean, and it's very powerful, uh, uh, sort of a counterintuitive concept. And, and there's a concept that's called the you attitude.

• 51:36Speaker 02

  And it's that it's not about me, it's all about you. In this case, it's not about me or you. You and I are nothing more than either conduits or, uh, uh, what do you call it? We're vehicles to reach your audience. And you have a million people you reach, but you really reach a million individuals, one man or woman at a time. So we're talking not to a million people. We're talking to one person a million times. It's a whole, it's a whole different mindset. I'm probably not explaining it clearly.

• 52:11Lewis Howes?

  No, no, that's great. Yeah. Um, I feel like I could hear your stories all day.

• 52:15Speaker 02

  I have some cool ones.

• 52:16Lewis Howes?

  But I wanna, I wanna finish with a few final questions.

• 52:18Speaker 02

  Okay. And I'll tell you, why don't you tell you the Porsche story? Because it's wonderful.

• 52:22Lewis Howes?

  Okay. Uh, one of the questions is

• 52:25Speaker 02

  Or the carnival story.

• 52:26Lewis Howes?

  Porsche or the carnival? Okay.

• 52:29Speaker 02

  Or the AARP story.

• 52:32Lewis Howes?

  Okay, I'll remember. One of the questions is that I have for you is what's a question you wish people would ask you, but they never do?

• 52:40Speaker 02

  I think very few people ask me how to make their life more. They want, they're pursuing what they think will give them joy, which is money or success. Instead of saying, how do I get more, more intangible compensation out of anything I currently or ever do?

• 53:06Lewis Howes?

  More fulfillment out of things I do.

• 53:07Speaker 02

  Yeah, I mean, all kinds of things. Satisfaction, fulfillment, contribution, connectivity. And what's it look like? Because I don't think they know that. And then secondly, I hurt for 90. Now, if you look at the world all over, 95% of the business people are small. I want to call them entrepreneurs, but they're really not. They're proprietors because an entrepreneur is somebody that adds value and experience. And most proprietors are just basically sucking commerce out of, I mean, they really are. They're there and, and, and they got into it for a bizarre reason. And they're not really excited and they're not really value added. They're just, they're commodities.

• 53:52Lewis Howes?

  Yes.

• 53:53Speaker 02

  That stated, most people don't, I mean, we took, we created something called preeminence. It's quite a wonderful concept. I'll give you a five minute. The preeminence is basically, and it came by modeling some of the most successful and powerful and wonderful companies in the world. But it basically is a premise that you want to be seen as the ultimate advisor, the most trusted advisor for life for the market you serve, irrespective of whether money changes hands. Number one, number two, that you're going to be the ones that are going to give them the most honest. A appraisal of what they should do and what they shouldn't and why.

• 54:36Speaker 02

  And you're not going to try to sell them what they, what they want to buy, but you're going to sell them either what they need. And you're not going to sell them less or more in less combination, less quality, more. And maybe they're, you're even going to sell them your own thing. You're going to tell them the truth and you're going to educate them and liberate them so they have the power to be able to make the best, well reasoned decision. But it goes to a couple of other things. The most important thing is most people fall in love with their career or their business or their product or industry catalog. If you're preeminent, you fall in love with the people you serve.

• 55:20Speaker 02

  And there's four kinds of clients. One of the ones that pay you. If you look at, everyone calls people customers. If you look at the Webster's definition, a customer is somebody who buys a commodity or a service. So if you call somebody a customer, you're really saying to the world implicitly, I'm no better than a commodity. Hmm. Even though I'm upset that everyone treats me like a commodity, I'm, I'm raising my white flag. I'm a commodity. If you call them a client and you look up the definition, it's somebody who's under the care, the protection, the well being. It has more of a fiduciary responsibility. Sure. But the key is you don't fall in love with your industry.

• 56:03Speaker 02

  You don't fall in love with your company. You fall in love with the people you enrich and you see the difference that you being in their life makes, even if it's because you care more, you protect them more. And you have four different categories of clients. The first are the ones that pay you. Mm hmm. The next are the ones you pay. Your team, you have a moral obligation to grow and develop your team. And make them successful and happy and, and evolve for their own benefit. You have a responsibility to not just squeeze your team, but to grow them.

• 56:45Speaker 02

  You have a responsibility to collaborate with your, with your vendors because if you do, they'll give you the access, they'll give you, they'll give you intelligence, they'll make you a fortune and they'll help fund you and they'll do all kinds of things. And then you have a responsibility to collaborate in a partnering way with all your advisors.

• 57:07Lewis Howes?

  Yeah.

• 57:07Speaker 02

  And you need a lot of advisors because in, in the 21st century, creative collaboration is the defining role. Nobody knows anything remotely close to all the specialized knowledge and it's changing every six months and I can go on, but.

• 57:23Lewis Howes?

  So fast, yeah.

• 57:25Speaker 02

  Yeah.

• 57:25Lewis Howes?

  That's cool. Um, what's the thing you're most proud of that you've done?

• 57:29Speaker 02

  I'm most proud of an unintentional achievement. In the course of my life, I've been able to impact tens of thousands of, uh, high value creating entrepreneurs on a worldwide basis who have created a, a preeminent based enterprise, who are sustaining, multiplying and expanding values and character and leadership. By the way, leadership is another integral part of being preeminent. You are a leader. You have the moral responsibility to, to lead people in what's in their best interest.

• 58:11Speaker 02

  But I have had the effect on people and because they are companies, you get this enormous leverage because it's a triple leverage.

• 58:20Lewis Howes?

  Yeah.

• 58:21Speaker 02

  You're leveraging the ownership who are instilling their beliefs in their team, who are instilling those beliefs in a different way in all the prospects and buyers, who are instilling them in their families, who are instilling them in their vendors. And it's, I mean, I have. I'm very proud. You look up preeminence and I think on the top forty or fifty pages on Google, but you can look it up all over the world. I'm also very proud. I did a book in Japan that was designed to help young adults avoid walking into the woods and committing suicide. I don't know if you know this, but in Japan, there's a horrific, they have thirty-five thousand approximate

• 59:07Speaker 02

  young adults every year who feel hopeless and helpless. And there's one woods they all walk into. There's a movie's been made about it.

• 59:15Lewis Howes?

  Really?

• 59:16Speaker 02

  Yeah, there's one that, um, oh, who's the one that does the commercials for Lincoln? Uh, Matthew.

• 59:23Lewis Howes?

  Matthew McConaughey?

• 59:23Speaker 02

  Yeah, he just did, did one last year where he, he walked into the same woods in Japan to commit suicide. And they just have petrified people there. And

• 59:33Lewis Howes?

  Wow.

• 59:33Speaker 02

  we collaborated with a foundation, I didn't make any money on it, to create hopefulness,

• 59:41Speaker 02

  happiness, possibility, purpose, passion, and show them all they could do with a life, a career.

• 59:48Lewis Howes?

  Wow.

• 59:49Speaker 02

  And, uh, yeah, things like that. I've been, uh, you know, I've helped influence some, you know, I'm on the pres- I'm on the, the World Bank Presidents Committee,

• 1:00:03Speaker 02

  to grow entrepreneurship in third world countries. That's cool. I'm very proud of being able to be a mentor to people like Damon and Rami. And, and I'm grateful of, uh, the fact that I have had influencers who've gotten me a level of understanding, ethos, value creation,

• 1:00:31Speaker 02

  appreciation for humanity, it's things that,

• 1:00:34Lewis Howes?

  Yeah.

• 1:00:34Speaker 02

  you know, and I'm, I'm, I'm grateful. I'm still viable intellectually

• 1:00:39Lewis Howes?

  Yeah.

• 1:00:40Speaker 02

  and that I keep growing. I mean, I have a wild disparate spectrum of, of totally different clientele all over the, over the world and I learn from them and they're all, all kinds of industries and it keeps me very stimulated.

• 1:00:55Lewis Howes?

  Who's one client you wish would call you to hire you? Or one potential client.

• 1:01:00Speaker 02

  I would like to do more private equity because they have big portfolios and I can, my methodology works for almost anybody. I like people that have a lot of moving parts, a lot of enterprises. I mean, right now I got like crazy. I got the number one elderly care company in China, the number one, um, uh, human resource leasing company. I got the number one specialty pharmaceutical. I got a guy in Japan that sold $70 million of tiaras to Dubai museum. I got the number one guy that teaches dentists how to do implants.

• 1:01:38Speaker 02

  I got, I got a $15 billion hedge fund. I got the biggest roll up in podiatry. I've got, uh, I got a doctor in Taiwan that takes only, gets 5,000 new patients a year and these are people that no doctor, hospital can figure out what's wrong with them. I get into very interesting. I have a oncology group. I have, I mean, I'm very diverse. I, I like diversity.

• 1:02:08Lewis Howes?

  That's cool. That's cool. Um, before I ask the final couple of questions, I want to, uh, take a moment to acknowledge you for your incredible contribution to so many of your clients, to all the different entrepreneurs, business owners, the people who are looking to make an impact, looking to increase their profits, but they're looking to make an impact with their clients.

• 1:02:27Speaker 02

  Yeah. It's, it's, it's, the ones that are attracted to me and I'm attracted to, they don't want to just make money. They want to be, make the money as a byproduct of making a difference.

• 1:02:36Lewis Howes?

  Yeah. Yeah. Well, you've done an incredible job again with your, the whispers that I've heard about you for the years. You know, everyone talks about how you help transform their business and their life. So I want to acknowledge you for your incredible.

• 1:02:48Speaker 02

  That's gracious. Thank you.

• 1:02:49Lewis Howes?

  Yeah. Your curiosity, your consistent commitment to learning and growing in each industry and mastering, understanding the different industries to be able to apply it to anyone. So we acknowledge you for your gifts to the world. It's amazing. Yes.

• 1:03:01Speaker 02

  Thank you. It's very sweet.

• 1:03:02Lewis Howes?

  Of course. Um, how can we support you? I have one final question before I ask it. How can we support you? Where can we connect with you? What's the biggest thing you've got going on right now?

• 1:03:11Speaker 02

  You can do three things. Number one, We realized long ago that the majority, there's so many small businesses out there that, that accept a fraction of a fraction of the yield, and I gotta tell a concluding statement out of story, yield that the effort, the time, the opportunity could give them because they just don't know what's possible. Right. We've set ourselves up to be one of the greatest entrepreneurial benefactors and we actually give better stuff away gratis. We buy people our stuff and we don't even ask for opt-ins. Sure, sure. We should, because my daughter would like to make money. I lose about a million dollars doing this.

• 1:03:53Speaker 02

  Anybody who's an aspiring or a real entrepreneur, professional worldwide should go to my website because... JAbraham.com? It's Abraham.com, but we have one part that's just charming. It's called 50 Shades of J. Okay. And we put the most eclectic spectrum. I interview people, I get rights to great things, I've got five hours on preeminence. We've got, I do questions all over the world and problem solving and we have tons of them. Tony Robbins and I, we do things together in London and they're there and we've got just, you know, just Peter Diamandis and Tony, all kinds of really rich things that don't sell anything.

• 1:04:35Speaker 02

  The only thing that I want anymore is I look for companies to do long-term, I'll use the word deals, people who have a lot of underperforming assets, underutilized opportunities, underperforming activities, undervalued intangible assets, under-recognized relationships, things that can make... A $5 million profit turned into 20 and I get a fee, but I get a percentage and I like,

• 1:05:14Speaker 02

  I like real commerce as far as, you know, we do a few, I do a few seminars around the world, but mostly I just do Q and A for them and I do a few keynotes, but I like, if you're, if you're too small, which most companies are, then let us enrich you and it'll always come back. If you don't grow enough, you'll tell somebody. If you grow a lot, you'll come back and you can, but either way, if you want to be a preeminent profitable and meaningful and fulfilled entrepreneur, we have probably some of the greatest no cost, no selling, no stipulation, no catch stuff. And we do it because we can. And then if you're large

• 1:05:58Speaker 02

  enough, I'm always eager to talk to you about a long-term collaborative relationship. But it does matters if not to that. The others, help me help as many people because I don't know who to reach always.

• 1:06:10Lewis Howes?

  Sure, sure. So Abraham.com will get into those results.

• 1:06:13Speaker 02

  Yeah, the best one to start with is Abraham.com and then right hand slash the number 50 shades because it's wild and it's wonderful. And then you get on, if you want to opt in, we, we send worldview, stretching commentary all the time. But, but it's great. I mean, either way, it's fine. Thank you.

• 1:06:31Lewis Howes?

  And do you have a book about all your philosophy and everything as well?

• 1:06:34Speaker 02

  I have, let's see, I have getting everything you can out of all you've got. I've got the sticking point, the nine reasons most businesses get stuck. I've got the CEO who can see around corners. I've got bedtime stories for business owners. They're all up free.

• 1:06:53Lewis Howes?

  Cool. They're on your site.

• 1:06:54Speaker 02

  They're up there, there. We have a couple of new ones that are just coming out, but we have, we have complete, you know, just they're all free and there's, there's no, there's no opt in or anything.

• 1:07:07Lewis Howes?

  Awesome. Well, Jay, this has been amazing. The final question is what's your definition of greatness?

• 1:07:12Speaker 02

  My definition of greatness. Is knowing that at the end of the day, the world or a segment of the world is better off because you were in it. And, and, and if certainly you can be Mother Teresa, but you can also be somebody who, who dedicated herself to, you know, the scouts and the PTA. I read, and my wife thinks I'm crazy, I read obituaries. But I don't really read the really high profile ones.

• 1:07:49Speaker 02

  I read the little ones about, you know, she was, you know, she was a, a acting teacher in high school for 40 years, or, you know, he ran the, he ran the science club. And I think that if you've left the world more better off, more passionate, more connected, more excited and, and more, and, and just better, you've made them better because you were in their lives at any realm of, like, we were walking in front of your, your, your facility because we were early and there's construction going on.

• 1:08:34Speaker 02

  Yes. And we were talking to the hard hats and they're so nice and they're not vile and they're not the ones, they were just very gracious and apologetic for the inconvenience. Sure. And they make you feel great. I mean, bringing someone joy, bringing someone a sense of, of acknowledgement, bringing them happiness, having them feel listened to. One, I mean, when, when I, when I first got on the World Bank Committee. We were talking about transforming, you know, all these third world struggling entrepreneurs who are making fifty dollars and teaching them how to make a hundred and fifty.

• 1:09:16Speaker 02

  And the man that organized us all said, do you understand it's profound if you help one? And I think that it's admirable to have the loftiest goals, but it's equally as, what's the right word I would use, it's equally as shameful to dismiss the fact that you can make a difference one-on-one, every day, and it's just as important. That's it.

• 1:09:49Lewis Howes?

  I love that. I forgot, I do have one final question besides that.

• 1:09:52Speaker 02

  Yes, sir.

• 1:09:52Lewis Howes?

  This is called the three truths.

• 1:09:54Speaker 02

  Okay.

• 1:09:55Lewis Howes?

  I ask everyone at this, at the end of the interviews, if it's your final day, since you talked about obituaries, if it's your final day, many, many years from now, you've created everything you want to create, you've touched everyone you want to touch, you've said everything you want to say, and all of it was erased. And you're at your bedside, your whole family, everyone there you care about is there. They say, we don't have anything to remember you by, except for our memories, but none of the content is actually out there online or physical. Here's a piece of paper and a pen, you get to write down three simple truths. You get to fit on this one little piece of paper, note card. What would you say are the three truths about everything you've learned, experienced, lived, loved, that you would leave back as lessons for us?

• 1:10:39Lewis Howes?

  Your three truths, what would that be?

• 1:10:42Speaker 02

  Great question. That's a great question to be asked. One of them is I would scribble down as succinctly as I could, so it didn't consume all three. A quote from somebody named Bob Proctor, because it's wonderful. He says that ninety-nine percent of all human beings struggle in life with the wrong question. The question is, am I worthy of whatever this goal is? And it could be a goal to be happily married, have a career, be wealthy, whatever. And his answer is, when you realize how much more is possible from your capacity, your energy, your commitment, the opportunity, your right question is, is the goal worthy of me, not am I worthy of the goal?

• 1:11:24Speaker 02

  And I think you should ask yourself, is the goal I'm pursuing worthy of me? And it could be your marriage. The way you're dealing with in parenting, health. The next thing I think is, I would say the greatest joy in life is to keep growing as a human being. And growth means a many things, intellectual, knowledge,

• 1:11:54Speaker 02

  contribution. I'm at a point in my life, because I'm sixty seven, going to be sixty eight, where legacy starts being important. There are a lot of things I could do to make money. We did a quarter billion dollars of seminars in two years when I was younger, and they were very profitable. Today, I do only ones when I'm invited overseas. Not that I can't, it's just that's not what I want to do. I want to operate in a more impactful and significant way of leaving people better off. But at different points in your life, you're a different. I just think it's very important to look at your life

• 1:12:39Speaker 02

  and look at it in the context of, you know, what am I adding today? What did I add today? How did I make someone something better off? How did I grow myself? How did I make myself a better person? I just think things like that are more important. And how much can I respect others? Because I think that our biggest flaw today is we're not connected. And it's the irony of ironies, because the big rhetoric is the connected world.

• 1:13:13Lewis Howes?

  Yeah.

• 1:13:14Speaker 02

  But I don't think we're connected. I don't think people have a lot of one on one. I don't think they are deep in their, in their commentary. I think people are obsessed with telling you all about me, not caring about you. And I think that there's a big tragedy there. There's a very famous friend of mine, who's the number one expert on adult entrepreneurial ADD, ADHD. Name is Ned Hallwell, very fascinating man, should interview him. And he said, the biggest gap of people today is a lack. He said, it's a lack of vitamin C. And it's not vitamin C from the sun, it's connection, connectivity. We're not connected.

• 1:13:59Speaker 02

  He also says, "The biggest mistake with most people is they worry alone and they build things way out of proportion." So, I mean, I can go on and on, but...

• 1:14:08Speaker 00

  Sure. Was that number two or number three?

• 1:14:10Speaker 02

  I don't know. I wasn't counting.

• 1:14:12Speaker 00

  Give one more then.

• 1:14:13Speaker 02

  Okay.

• 1:14:14Speaker 00

  Final truth.

• 1:14:16Speaker 02

  Final truth is that the greatest skill a person could possess and the most powerful singular tool you'll ever have is your genuine ability to ask Socratic questions, listen carefully, and demonstrate that you heard the answer, but keep taking it deeper and deeper because you'll always hit profound paydirt.

• 1:14:46Speaker 00

  There you go. I love it.

• 1:14:50Speaker 02

  Thank you.

• 1:14:51Speaker 00

  Thank you very much for coming on.

• 1:14:52Speaker 02

  My pleasure.

• 1:14:53Speaker 00

  Appreciate it.

• 1:14:54Speaker 02

  Well, my pleasure.

• 1:14:55Speaker 00

  Hope to bring you back again and share more stories.

• 1:14:56Speaker 02

  It'd be great. Thank you.

• 1:14:58Speaker 00

  Thanks, Jim. There you have it, guys. I hope you enjoyed this one, and if you did, make sure to spread the love. Share it out with your friends. LewisHowes.com/413. Let me know what you thought. Send me a message on Twitter, Instagram, Facebook, Snapchat. I'm @LewisHowes everywhere online, so connect with me, say hi. I share all the updates about what's happening in my life, what's happening in my business, and we share all these podcasts everywhere. So you'll get snippets of these little insights when you follow me on social media as well. Grab a bottle of Organifi right now and get 20% off your order at LewisHowes.com/Organifi. If this is your first time here, thank you so much for being here. We get over 1.4 million downloads a month.

• 1:15:43Speaker 00

  We hit over 25 million downloads recently. We continue to grow, and it's because of you. You make such a difference in growing this, in spreading the message of greatness, in helping your friends achieve things they never thought were possible, and giving them the insights about their health, their business, their lifestyle, their relationships, their spirituality, to improve their life and help take it to the next level. So, thank you, thank you, thank you for getting this message out there. You share it with one friend or 100,000 followers of yours. Thank you for the support and keep coming back because we've got some big interviews, episodes coming up. Man, I am so pumped. I feel like every week I pinch myself because I'm like, man, I get to learn all this great stuff and then I get to share with all you guys.

• 1:16:27Speaker 00

  So for me, this is such a beautiful experience and I love each and every one of you for taking the time out of your day to be here. So, thank you guys so much and you know what time it is, guys. It's time to go out there and do something great.