WEBVTT 1 00:00:00.792 --> 00:00:04.634 The word strategy is just the elimination of alternatives, 2 00:00:05.155 --> 00:00:05.855 which means this. 3 00:00:06.375 --> 00:00:10.157 There's unlimited number of ideas and ways that we could grow our brand. 4 00:00:10.858 --> 00:00:19.543 But which of the opportunities is going to provide the highest ROI among all the opportunities that present itself? 5 00:00:19.983 --> 00:00:23.245 Because we have limited resources and limited time. 6 00:00:23.765 --> 00:00:28.468 So strategy is being able to allocate unlimited opportunities. 7 00:00:29.128 --> 00:00:30.869 with limited time and resources. 8 00:00:33.649 --> 00:00:34.470 You're watching 9 00:00:35.030 --> 00:00:35.970 Marketing Misfits with 10 00:00:36.470 --> 00:00:38.111 Norm Farrar and Kevin King. 11 00:00:42.672 --> 00:00:42.992 Mr. 12 00:00:43.052 --> 00:00:43.412 Farrar, 13 00:00:43.492 --> 00:00:47.733 I'm so happy you could figure out which button to hit to actually turn this live. 14 00:00:48.073 --> 00:00:49.234 You would think that after 15 00:00:49.994 --> 00:00:52.174 60 episodes or whatever we've done, 16 00:00:52.415 --> 00:00:53.155 you would know which button. 17 00:00:53.175 --> 00:00:54.495 Do I need to get a little sticker, 18 00:00:54.515 --> 00:00:54.755 like a 19 00:00:55.215 --> 00:00:56.476 Coca-Cola Zero sticker, 20 00:00:56.796 --> 00:00:57.596 and put it on the button? 21 00:00:58.380 --> 00:01:00.281 Does your voice get on your nerves too? 22 00:01:01.442 --> 00:01:02.143 Every once in a while, 23 00:01:02.144 --> 00:01:03.644 but I just put it in 2x. 24 00:01:03.944 --> 00:01:04.204 Yeah. 25 00:01:06.045 --> 00:01:06.466 How you doing, 26 00:01:06.467 --> 00:01:06.646 man? 27 00:01:07.006 --> 00:01:07.627 I'm doing great. 28 00:01:07.647 --> 00:01:08.307 How about yourself? 29 00:01:09.768 --> 00:01:11.029 As my buddy Mark would say, 30 00:01:11.129 --> 00:01:12.110 I'm alive and kicking. 31 00:01:13.191 --> 00:01:13.631 Awesome. 32 00:01:14.171 --> 00:01:16.913 And that's your buddy who's on the friend list, 33 00:01:16.953 --> 00:01:17.173 right? 34 00:01:18.434 --> 00:01:18.594 Yeah, 35 00:01:18.875 --> 00:01:19.815 he made the short list. 36 00:01:20.095 --> 00:01:20.656 All right, 37 00:01:20.657 --> 00:01:20.996 very good. 38 00:01:21.196 --> 00:01:22.117 He made the short list. 39 00:01:24.058 --> 00:01:24.979 I'm so happy right now. 40 00:01:25.019 --> 00:01:25.799 Everybody's like, 41 00:01:25.800 --> 00:01:26.540 what are they talking about? 42 00:01:27.312 --> 00:01:28.213 If you go back and listen, 43 00:01:28.273 --> 00:01:31.554 I don't know exactly what's the episode with Adam Galad. 44 00:01:33.055 --> 00:01:36.076 We recorded that and we're talking about different things. 45 00:01:36.077 --> 00:01:36.956 And I talked about that. 46 00:01:36.976 --> 00:01:38.157 I went off to St. 47 00:01:38.217 --> 00:01:41.218 Bart's last week and I did a little sabbatical on myself. 48 00:01:41.879 --> 00:01:45.180 Spent four days sitting on the beach with a notepad in my hand, 49 00:01:45.181 --> 00:01:48.261 a cigar notepad in one hand and a cigar in the other hand. 50 00:01:48.301 --> 00:01:50.602 Just doing deep thought on business and personal stuff. 51 00:01:50.642 --> 00:01:53.043 and somehow it came up in the conversation that... 52 00:01:54.784 --> 00:01:57.045 I've made a list of actually who's my true friends. 53 00:01:57.065 --> 00:01:57.225 Like, 54 00:01:57.245 --> 00:01:57.445 you know, 55 00:01:57.446 --> 00:01:58.325 I have a lot of acquaintances, 56 00:01:58.326 --> 00:01:59.225 a lot of good buddies, 57 00:01:59.685 --> 00:02:00.626 a lot of good people. 58 00:02:00.646 --> 00:02:01.046 But like, 59 00:02:01.086 --> 00:02:02.686 who could I totally 100% 60 00:02:02.746 --> 00:02:03.226 count on? 61 00:02:03.847 --> 00:02:04.067 And 62 00:02:05.167 --> 00:02:06.427 I announced on the podcast, 63 00:02:06.487 --> 00:02:07.308 Norm made that list. 64 00:02:07.309 --> 00:02:08.888 It's like four or five people on that list. 65 00:02:08.889 --> 00:02:09.288 That was it. 66 00:02:10.228 --> 00:02:10.428 And 67 00:02:10.849 --> 00:02:11.669 Norm made that list. 68 00:02:11.689 --> 00:02:14.330 So he's still in shock, 69 00:02:14.370 --> 00:02:14.670 I think, 70 00:02:14.690 --> 00:02:15.050 and still, 71 00:02:15.390 --> 00:02:16.130 you know, 72 00:02:16.131 --> 00:02:16.810 crying. 73 00:02:16.811 --> 00:02:18.291 I got to see her spirit coming. 74 00:02:18.331 --> 00:02:19.851 He hasn't been able to tell his wife yet. 75 00:02:19.971 --> 00:02:21.552 So that's going to be dinner tonight. 76 00:02:21.572 --> 00:02:21.992 Wait, 77 00:02:22.072 --> 00:02:22.452 so what? 78 00:02:23.892 --> 00:02:25.212 I'm in the dream 100, 79 00:02:25.213 --> 00:02:26.553 but I got something even bigger. 80 00:02:26.933 --> 00:02:28.753 I made the list. 81 00:02:29.033 --> 00:02:30.414 I'm part of the team. 82 00:02:30.754 --> 00:02:31.754 You're part of the team. 83 00:02:31.814 --> 00:02:32.394 That's right. 84 00:02:35.655 --> 00:02:35.895 You know, 85 00:02:36.235 --> 00:02:37.856 speaking of someone that makes lists, 86 00:02:37.936 --> 00:02:40.777 our guest today is someone that makes every list. 87 00:02:40.778 --> 00:02:41.097 It's like, 88 00:02:41.577 --> 00:02:42.997 I think we just need to say, 89 00:02:43.237 --> 00:02:46.178 he needs to put on his bio, 90 00:02:46.878 --> 00:02:47.138 you know, 91 00:02:47.438 --> 00:02:51.640 not an e-com breakthrough podcast or not Hadley Designs or not this, 92 00:02:51.660 --> 00:02:52.180 and he'd say 93 00:02:52.580 --> 00:02:53.220 Winner's Circle. 94 00:02:53.864 --> 00:02:56.225 This guy is always in the winner's circle. 95 00:02:56.526 --> 00:02:58.947 Everything that he touches turns to gold. 96 00:03:00.488 --> 00:03:01.708 I can't wait to see what happens. 97 00:03:02.229 --> 00:03:03.569 I think he's got 17 kids. 98 00:03:04.010 --> 00:03:05.090 So I can't wait to see. 99 00:03:05.190 --> 00:03:10.873 One of them is probably going to be president or something one day because everything he and his wife touch turn to gold. 100 00:03:11.834 --> 00:03:13.475 If you don't know Josh Hadley, 101 00:03:14.335 --> 00:03:16.316 Josh is one of the smartest guys out there. 102 00:03:16.317 --> 00:03:16.496 I mean, 103 00:03:16.516 --> 00:03:18.838 he's an entrepreneur at True Heart. 104 00:03:18.858 --> 00:03:20.518 I think he'll tell us a story, 105 00:03:20.538 --> 00:03:21.739 but I think when he was in college, 106 00:03:21.959 --> 00:03:23.320 like a sophomore or something. 107 00:03:23.748 --> 00:03:24.328 I think it was. 108 00:03:24.329 --> 00:03:27.269 He was like head of the entrepreneur department. 109 00:03:27.270 --> 00:03:27.769 I don't know. 110 00:03:27.770 --> 00:03:29.750 He ran some big entrepreneur thing in his university, 111 00:03:30.830 --> 00:03:31.550 got out of school, 112 00:03:31.670 --> 00:03:34.791 went to work for American Airlines for a little while and said to heck with this. 113 00:03:35.311 --> 00:03:36.192 His wife's a talented, 114 00:03:36.452 --> 00:03:37.492 a very talented artist. 115 00:03:37.532 --> 00:03:40.033 And they formed a business and now they're just crushing it, 116 00:03:40.593 --> 00:03:42.973 doing like eight figures a year. 117 00:03:43.093 --> 00:03:45.314 But not only are they good at business, 118 00:03:45.334 --> 00:03:51.216 but he's very good at the marketing side and the psychology side and creating systems. 119 00:03:51.236 --> 00:03:51.836 and and 120 00:03:52.328 --> 00:03:55.391 streamlining because when you have 17 kids, 121 00:03:55.831 --> 00:03:56.071 you know, 122 00:03:56.151 --> 00:03:58.553 you got to figure out systems of how to manage it. 123 00:03:58.573 --> 00:03:58.693 So 124 00:03:59.454 --> 00:04:01.616 I'm super excited to have our guest on today. 125 00:04:01.896 --> 00:04:02.256 Not only, 126 00:04:02.396 --> 00:04:02.656 I mean, 127 00:04:02.717 --> 00:04:03.357 when I say winner, 128 00:04:03.477 --> 00:04:03.998 I'm serious. 129 00:04:04.018 --> 00:04:10.042 He's spoken at several of my billion dollar seller events and he's always placing, 130 00:04:10.523 --> 00:04:13.785 he or his wife or both of them are always placing first or second. 131 00:04:14.226 --> 00:04:17.929 And I've had to pay him a lot of money over the years in winning. 132 00:04:18.009 --> 00:04:18.129 So 133 00:04:19.850 --> 00:04:21.732 I think he owes us some good stuff today. 134 00:04:22.360 --> 00:04:22.800 All right. 135 00:04:23.341 --> 00:04:24.021 He'll deliver. 136 00:04:24.161 --> 00:04:25.602 He better deliver. 137 00:04:27.783 --> 00:04:28.504 Where's the man? 138 00:04:28.784 --> 00:04:29.224 There we go. 139 00:04:29.284 --> 00:04:30.625 I hit the right button. 140 00:04:30.925 --> 00:04:31.765 You hit the right button. 141 00:04:33.406 --> 00:04:33.847 What's up, 142 00:04:33.907 --> 00:04:34.347 gentlemen? 143 00:04:34.827 --> 00:04:35.327 How are you? 144 00:04:35.468 --> 00:04:36.388 How are you doing, 145 00:04:36.448 --> 00:04:36.728 Josh? 146 00:04:37.549 --> 00:04:37.949 I'm good. 147 00:04:37.969 --> 00:04:40.350 Do you want me to bring my 17 kids in right now? 148 00:04:42.612 --> 00:04:43.612 Just put them in the background. 149 00:04:45.153 --> 00:04:46.394 Just have them all come in and wave. 150 00:04:46.534 --> 00:04:47.674 That would be great. 151 00:04:47.975 --> 00:04:48.095 No, 152 00:04:48.135 --> 00:04:49.255 he doesn't have 17 kids. 153 00:04:49.275 --> 00:04:49.816 That's a joke. 154 00:04:50.136 --> 00:04:50.276 but 155 00:04:50.776 --> 00:05:05.508 uh yeah four four right we have four kids yeah yeah four four four kids and uh i'm not trying to follow the path of uh elon musk that's the way you made it seem at the beginning it's like he's fathered a lot of children and uh 156 00:05:08.346 --> 00:05:09.607 How many does Elon have now? 157 00:05:10.047 --> 00:05:11.348 I just saw that the other day. 158 00:05:11.448 --> 00:05:11.648 Like 159 00:05:12.088 --> 00:05:14.109 17 or 18 or something like that? 160 00:05:14.169 --> 00:05:14.349 What? 161 00:05:14.729 --> 00:05:15.729 It is a lot. 162 00:05:15.770 --> 00:05:17.030 I don't know what the number is. 163 00:05:17.290 --> 00:05:18.210 I need to look that up. 164 00:05:19.171 --> 00:05:19.311 See, 165 00:05:19.331 --> 00:05:20.872 that's what we get to look forward to one day. 166 00:05:20.873 --> 00:05:24.333 If we become the richest person on earth, 167 00:05:24.334 --> 00:05:25.333 we get to have lots of kids, 168 00:05:25.393 --> 00:05:25.593 Norm. 169 00:05:25.894 --> 00:05:26.154 I mean, 170 00:05:26.294 --> 00:05:26.934 just imagine. 171 00:05:27.314 --> 00:05:27.954 You're not done yet. 172 00:05:28.014 --> 00:05:28.935 You just thought you were done. 173 00:05:28.936 --> 00:05:29.175 I can. 174 00:05:30.055 --> 00:05:32.976 Maybe I have visions of banging all sorts of people. 175 00:05:36.838 --> 00:05:37.198 X day, 176 00:05:37.278 --> 00:05:37.758 Connie, 177 00:05:37.778 --> 00:05:38.138 X day. 178 00:05:41.019 --> 00:05:41.599 So Josh, 179 00:05:42.360 --> 00:05:43.340 for those that don't know you, 180 00:05:43.720 --> 00:05:44.820 tell us a little bit about yourself. 181 00:05:44.860 --> 00:05:48.581 So just the audience that's never heard of you knows a little bit about who you are. 182 00:05:49.421 --> 00:05:49.582 Yeah, 183 00:05:49.682 --> 00:05:50.882 so Josh Hadley, 184 00:05:50.962 --> 00:05:53.543 my wife and I are e-commerce business owners. 185 00:05:54.303 --> 00:05:57.364 We have been running our own brand called Hadley Designs, 186 00:05:57.664 --> 00:06:00.064 which has really turned into a stationary empire. 187 00:06:00.104 --> 00:06:01.405 As Kevin mentioned, 188 00:06:01.865 --> 00:06:02.805 eight-figure brand. 189 00:06:03.045 --> 00:06:05.626 And our focus and goal right now is to... 190 00:06:06.174 --> 00:06:13.256 get to nine figures and become one of those brands that you will recognize and you will see us on store shelves. 191 00:06:13.356 --> 00:06:16.697 You'll walk into Target and you will see our products there. 192 00:06:16.737 --> 00:06:20.438 That is like the vision that my wife and I have for our brand. 193 00:06:20.478 --> 00:06:22.799 And every day we get one step closer to that. 194 00:06:22.859 --> 00:06:24.139 So that's what we do. 195 00:06:25.279 --> 00:06:31.981 What originally got us into that though was my wife was originally designing custom wedding invitations for people. 196 00:06:32.041 --> 00:06:33.402 And so over the years, 197 00:06:33.422 --> 00:06:34.402 that was a decade ago, 198 00:06:35.298 --> 00:06:37.299 And we have just continued to pivot. 199 00:06:37.920 --> 00:06:43.843 Our journey has been filled with many ups and downs as any entrepreneur's world is. 200 00:06:44.624 --> 00:06:45.484 And in turn, 201 00:06:45.544 --> 00:06:47.045 about two or three years ago, 202 00:06:47.345 --> 00:06:47.606 Kevin, 203 00:06:47.666 --> 00:06:50.808 you and I were sitting at a dinner down in Austin. 204 00:06:51.308 --> 00:06:54.130 And I remember we were talking and you were like, 205 00:06:54.470 --> 00:06:55.631 you ask really good questions. 206 00:06:55.632 --> 00:06:57.872 You would actually be a really good podcast host. 207 00:06:58.352 --> 00:06:58.913 And I was like, 208 00:06:58.933 --> 00:06:59.193 you know, 209 00:06:59.333 --> 00:07:01.194 I've actually had that on my mind. 210 00:07:01.774 --> 00:07:03.935 And I think it was literally about six months later, 211 00:07:03.975 --> 00:07:05.295 I started my podcast. 212 00:07:05.936 --> 00:07:08.017 You were one of the first people on that podcast. 213 00:07:08.637 --> 00:07:11.838 And it was my version of just like being able to give back. 214 00:07:12.138 --> 00:07:16.580 Because I've learned a lot of this stuff that I'm an avid podcast listener. 215 00:07:16.980 --> 00:07:20.822 That's how I got started on my Amazon journey and in e-commerce as a whole, 216 00:07:21.202 --> 00:07:23.183 was just listening to really smart people. 217 00:07:23.683 --> 00:07:24.583 Where were people winning? 218 00:07:25.264 --> 00:07:26.564 Where were they having success? 219 00:07:26.584 --> 00:07:30.726 And so that's what I do now with the Ecom Breakthrough Podcast is just trying to say, 220 00:07:31.046 --> 00:07:32.847 This is what I'm currently doing in my business. 221 00:07:33.067 --> 00:07:34.347 Here's other really smart people, 222 00:07:34.688 --> 00:07:35.888 what they're doing in their business. 223 00:07:36.368 --> 00:07:39.470 Here's how you could actually apply those into your own business today. 224 00:07:39.550 --> 00:07:43.631 So that's what keeps me busy in addition to the four children, 225 00:07:44.151 --> 00:07:45.732 not 17. 226 00:07:45.752 --> 00:07:46.352 Oh yeah, 227 00:07:46.512 --> 00:07:47.413 Kevin was close. 228 00:07:47.893 --> 00:07:52.095 Do you remember talking about podcasts back in the day? 229 00:07:52.155 --> 00:07:53.215 And I'm talking around what, 230 00:07:53.216 --> 00:07:55.876 2013 to 17. 231 00:07:56.256 --> 00:07:57.577 There's really only one 232 00:07:58.057 --> 00:07:59.138 Amazon podcast. 233 00:07:59.158 --> 00:07:59.658 And that was, 234 00:08:00.370 --> 00:08:01.551 the Amazon seller. 235 00:08:01.931 --> 00:08:03.953 I forget who the podcast host was, 236 00:08:04.293 --> 00:08:06.754 but if you were on Amazon and you were successful, 237 00:08:07.135 --> 00:08:08.636 you were on that podcast. 238 00:08:08.976 --> 00:08:09.096 Yeah. 239 00:08:09.136 --> 00:08:09.296 Yeah. 240 00:08:09.356 --> 00:08:10.097 Kevin Reiser. 241 00:08:10.197 --> 00:08:10.657 And you had, 242 00:08:10.737 --> 00:08:11.057 uh, 243 00:08:11.398 --> 00:08:11.518 yeah, 244 00:08:11.519 --> 00:08:12.318 the Amazon seller, 245 00:08:12.358 --> 00:08:12.598 uh, 246 00:08:12.779 --> 00:08:12.919 um, 247 00:08:13.119 --> 00:08:13.619 drawn a complaint. 248 00:08:13.739 --> 00:08:14.200 Uh, 249 00:08:14.220 --> 00:08:14.640 oh man, 250 00:08:15.200 --> 00:08:16.341 I know exactly what you're talking about. 251 00:08:16.461 --> 00:08:16.601 Yeah. 252 00:08:17.582 --> 00:08:18.683 It was Kevin Reiser. 253 00:08:18.763 --> 00:08:19.883 He's no longer doing that. 254 00:08:19.923 --> 00:08:20.304 That was the, 255 00:08:20.344 --> 00:08:20.724 that was, 256 00:08:20.804 --> 00:08:20.924 yeah, 257 00:08:20.925 --> 00:08:22.946 that was a long time ago. 258 00:08:22.966 --> 00:08:23.186 No, 259 00:08:23.187 --> 00:08:23.486 uh, 260 00:08:23.686 --> 00:08:25.007 it was a different host. 261 00:08:25.147 --> 00:08:25.387 Um, 262 00:08:25.447 --> 00:08:25.888 uh, 263 00:08:25.948 --> 00:08:26.408 he went on, 264 00:08:26.409 --> 00:08:28.309 He came from the chiropractic world. 265 00:08:29.918 --> 00:08:31.399 I'm completely drawing a blank right now. 266 00:08:31.439 --> 00:08:31.899 But anyway, 267 00:08:32.399 --> 00:08:32.519 yeah, 268 00:08:32.520 --> 00:08:33.400 there was only a couple of them. 269 00:08:33.460 --> 00:08:34.260 Now it seems like 270 00:08:35.080 --> 00:08:36.801 I think I'm tracking like 271 00:08:37.161 --> 00:08:38.922 62 just to Amazon, 272 00:08:39.162 --> 00:08:40.683 specifically on Amazon. 273 00:08:40.823 --> 00:08:43.684 And if you add in all the marketing and the other stuff, 274 00:08:43.964 --> 00:08:48.686 there's well into the two or 300 that are out there. 275 00:08:48.806 --> 00:08:52.708 So how do you and podcasting is great, 276 00:08:52.768 --> 00:08:55.569 but the thing is it's actually work. 277 00:08:55.669 --> 00:08:55.909 I mean, 278 00:08:55.949 --> 00:08:56.389 as you know, 279 00:08:56.429 --> 00:08:56.669 I mean, 280 00:08:56.949 --> 00:08:58.130 you got to 281 00:08:59.150 --> 00:08:59.971 You got to get guests. 282 00:08:59.972 --> 00:09:00.631 You got to shoot it. 283 00:09:01.111 --> 00:09:02.092 What are you going to talk about? 284 00:09:02.472 --> 00:09:03.232 Then you got to edit it. 285 00:09:03.233 --> 00:09:03.893 You got to market it. 286 00:09:03.894 --> 00:09:04.513 You got to put it out. 287 00:09:05.013 --> 00:09:08.375 And marketing is not easy. 288 00:09:08.755 --> 00:09:11.377 Norm and I went to a podcast show last year, 289 00:09:11.677 --> 00:09:13.758 and I think there was a staff that kind of surprised me. 290 00:09:13.778 --> 00:09:14.138 They said, 291 00:09:14.679 --> 00:09:14.799 yeah, 292 00:09:15.039 --> 00:09:16.099 this is a huge industry, 293 00:09:16.600 --> 00:09:17.640 but only seven, 294 00:09:18.521 --> 00:09:18.741 only, 295 00:09:19.141 --> 00:09:20.282 it was a very small percentage. 296 00:09:20.283 --> 00:09:20.802 What was the number, 297 00:09:20.842 --> 00:09:21.202 like three, 298 00:09:21.242 --> 00:09:24.524 four percent ever make it to seven episodes or something like that? 299 00:09:24.544 --> 00:09:25.585 So how do you keep that? 300 00:09:25.945 --> 00:09:27.746 Do you do them in batches or do you do them? 301 00:09:28.778 --> 00:09:28.898 uh, 302 00:09:28.899 --> 00:09:31.039 every week you're doing another one or how do you keep, 303 00:09:31.119 --> 00:09:31.239 uh, 304 00:09:31.679 --> 00:09:32.959 that's that schedule or do, 305 00:09:33.079 --> 00:09:34.380 or do you keep a regular schedule? 306 00:09:34.400 --> 00:09:34.660 Is it, 307 00:09:35.100 --> 00:09:36.380 is it every single week or is it, 308 00:09:36.381 --> 00:09:36.500 uh, 309 00:09:36.680 --> 00:09:36.961 when you, 310 00:09:37.061 --> 00:09:37.541 when you can? 311 00:09:38.201 --> 00:09:38.341 Yeah. 312 00:09:38.441 --> 00:09:41.202 So we do come out with podcasts every single week, 313 00:09:41.342 --> 00:09:41.602 but, 314 00:09:41.742 --> 00:09:42.102 uh, 315 00:09:42.122 --> 00:09:43.022 as you would expect, 316 00:09:43.122 --> 00:09:43.362 you know, 317 00:09:43.382 --> 00:09:44.343 I do have a system, 318 00:09:44.403 --> 00:09:44.743 uh, 319 00:09:44.963 --> 00:09:46.883 behind the madness and, 320 00:09:47.484 --> 00:09:47.664 uh, 321 00:09:47.665 --> 00:09:50.464 I I'm very like regimented with my time. 322 00:09:50.485 --> 00:09:50.745 And so 323 00:09:51.385 --> 00:09:51.645 I will, 324 00:09:52.045 --> 00:09:53.525 I will batch the content. 325 00:09:53.565 --> 00:09:55.406 So I will go through six weeks 326 00:09:56.090 --> 00:10:00.231 And I will record six months of episodes in those six weeks. 327 00:10:00.632 --> 00:10:03.672 And I've got back-to-back episodes lined up because like when I'm in, 328 00:10:04.233 --> 00:10:05.573 when I'm in podcast world, 329 00:10:05.613 --> 00:10:06.753 it's like I'm flying, 330 00:10:06.793 --> 00:10:07.094 right? 331 00:10:07.254 --> 00:10:09.114 Things are firing on all cylinders. 332 00:10:09.134 --> 00:10:11.435 And so I just want to keep that momentum going. 333 00:10:11.475 --> 00:10:14.316 So that is probably like if you were to ask some of the guests, 334 00:10:14.336 --> 00:10:17.477 I think somebody texted me and like we recorded back in. 335 00:10:18.381 --> 00:10:18.541 well, 336 00:10:18.581 --> 00:10:19.602 I want to say January. 337 00:10:19.603 --> 00:10:20.062 And he's like, 338 00:10:20.103 --> 00:10:20.323 dude, 339 00:10:20.343 --> 00:10:21.704 when does my podcast air? 340 00:10:21.705 --> 00:10:22.184 And I was like, 341 00:10:22.185 --> 00:10:22.585 uh, 342 00:10:22.885 --> 00:10:23.986 you got about a month or two. 343 00:10:24.726 --> 00:10:25.087 Um, 344 00:10:25.507 --> 00:10:26.328 so that, 345 00:10:26.388 --> 00:10:26.568 that, 346 00:10:26.668 --> 00:10:26.908 I mean, 347 00:10:26.928 --> 00:10:28.189 it comes with its drawbacks, 348 00:10:28.289 --> 00:10:29.991 but I'm also not known for, 349 00:10:30.571 --> 00:10:33.634 I'm not going to be the guy recording the podcast episode when 350 00:10:34.354 --> 00:10:34.695 I don't know, 351 00:10:34.795 --> 00:10:37.137 the tariffs just come out and announcing, 352 00:10:37.457 --> 00:10:37.697 you know, 353 00:10:37.797 --> 00:10:38.598 breaking news. 354 00:10:38.638 --> 00:10:40.259 And I'm not the guy that's talking about, 355 00:10:40.539 --> 00:10:40.700 Hey, 356 00:10:40.880 --> 00:10:42.941 Amazon just released this new update. 357 00:10:43.362 --> 00:10:43.662 I'm not, 358 00:10:44.183 --> 00:10:44.843 that's not me. 359 00:10:45.944 --> 00:10:47.005 You were talking about like, 360 00:10:47.461 --> 00:10:48.541 Podcast marketing, 361 00:10:48.581 --> 00:10:48.821 though, 362 00:10:49.282 --> 00:10:54.863 here's kind of maybe I'm interested to get your guys's thoughts since you went to that podcast conference. 363 00:10:55.784 --> 00:10:58.424 This is kind of the path that I'm on with my podcast, 364 00:10:58.504 --> 00:10:58.985 knowing that, 365 00:10:59.025 --> 00:10:59.245 like, 366 00:10:59.305 --> 00:10:59.465 look, 367 00:10:59.525 --> 00:11:03.146 my full time hustle right now is the brand and growing the brand. 368 00:11:03.746 --> 00:11:10.228 The podcast is almost like I'm sharing my journey from an eight figure seller to a nine figure seller. 369 00:11:10.668 --> 00:11:12.949 And people get it kind of like it's almost going to be like a. 370 00:11:13.249 --> 00:11:17.372 a diary or journal entry for myself when I look back on it at some point in life. 371 00:11:18.113 --> 00:11:19.414 But the main thing that I'm doing, 372 00:11:19.995 --> 00:11:21.476 here's the marketing that I am doing, 373 00:11:21.876 --> 00:11:22.156 because 374 00:11:22.797 --> 00:11:24.639 I'm not generating any revenue from this. 375 00:11:25.339 --> 00:11:27.601 I'm not doing any sponsorships, 376 00:11:27.781 --> 00:11:28.121 nothing, 377 00:11:28.202 --> 00:11:28.442 right? 378 00:11:28.443 --> 00:11:28.802 In fact, 379 00:11:28.842 --> 00:11:29.903 I pay a video editor, 380 00:11:29.963 --> 00:11:31.584 I pay a podcast editor. 381 00:11:31.664 --> 00:11:34.567 So I'm losing money for all intents and purposes. 382 00:11:34.607 --> 00:11:35.127 So why? 383 00:11:35.968 --> 00:11:36.689 Why do I do it? 384 00:11:37.389 --> 00:11:37.629 Well, 385 00:11:38.110 --> 00:11:38.750 number one, 386 00:11:39.351 --> 00:11:41.693 it allows me to network with really smart people. 387 00:11:41.933 --> 00:11:42.193 Right. 388 00:11:42.233 --> 00:11:44.014 And that's one of the funny things is like 389 00:11:44.534 --> 00:11:48.577 I just had some of the founders from Simple Modern on my podcast. 390 00:11:48.578 --> 00:11:50.538 This is a 250 million dollar brand, 391 00:11:50.978 --> 00:11:52.099 very well-known brand. 392 00:11:52.719 --> 00:11:54.100 And you just ask somebody, 393 00:11:54.101 --> 00:11:54.400 it's like, 394 00:11:54.440 --> 00:11:54.600 hey, 395 00:11:54.660 --> 00:11:56.101 would you like to be on a podcast? 396 00:11:56.581 --> 00:11:59.683 It doesn't matter how many followers I do or don't have. 397 00:11:59.823 --> 00:12:00.283 Just saying, 398 00:12:00.284 --> 00:12:03.105 do you want to come on my podcast adds a lot of credibility. 399 00:12:03.165 --> 00:12:05.726 So I love the networking aspect of it, 400 00:12:05.766 --> 00:12:06.347 number one. 401 00:12:06.887 --> 00:12:07.767 But number two, 402 00:12:08.548 --> 00:12:10.489 I feel like it's my version. 403 00:12:10.925 --> 00:12:11.446 of golf, 404 00:12:11.546 --> 00:12:16.890 being able to stay in contact with people that I know are making waves and being able to say like, 405 00:12:16.910 --> 00:12:17.070 Hey, 406 00:12:17.130 --> 00:12:17.631 let's, 407 00:12:17.891 --> 00:12:19.852 let's talk again in another six months. 408 00:12:20.153 --> 00:12:23.796 And it gives me like a sense of purpose of like why I should reach out to those people, 409 00:12:24.296 --> 00:12:25.737 have them back on the show again. 410 00:12:26.998 --> 00:12:29.400 But like the only way I'm marketing the podcast, 411 00:12:29.480 --> 00:12:30.281 Kevin is like, 412 00:12:30.942 --> 00:12:32.203 I'll go speak at events. 413 00:12:32.743 --> 00:12:32.983 Right. 414 00:12:33.103 --> 00:12:34.324 And just raise awareness. 415 00:12:34.344 --> 00:12:34.504 Like, 416 00:12:34.524 --> 00:12:34.645 Hey, 417 00:12:34.725 --> 00:12:34.845 I, 418 00:12:35.185 --> 00:12:37.867 I do this other thing called a podcast subscribe. 419 00:12:37.907 --> 00:12:39.849 that's about it but like 420 00:12:40.189 --> 00:12:41.650 My core thing of marketing, 421 00:12:42.090 --> 00:12:46.633 and this has been the mindset shift that I've had as I've learned from Alex Ramosi, 422 00:12:47.974 --> 00:12:56.378 which is if I can focus on putting out excellent content that will just spread, 423 00:12:56.919 --> 00:12:57.919 that people will say like, 424 00:12:58.039 --> 00:12:58.620 holy cow, 425 00:12:58.680 --> 00:12:59.900 that episode was fire. 426 00:13:00.100 --> 00:13:07.505 I've got to go share this with my mastermind group or my business partner or my friend that's in the e-commerce space. 427 00:13:08.417 --> 00:13:08.957 That to me, 428 00:13:09.178 --> 00:13:10.478 like focusing on the product, 429 00:13:10.559 --> 00:13:13.841 my product in the podcast is like the content itself. 430 00:13:14.481 --> 00:13:18.684 Can people get actionable level insights from every episode? 431 00:13:18.724 --> 00:13:22.226 So I hope that that's what I'm trying to be known for. 432 00:13:22.326 --> 00:13:28.991 And I went to a million dollar seller networking dinner just a couple of days ago here in Dallas. 433 00:13:29.731 --> 00:13:31.232 And three people, 434 00:13:31.493 --> 00:13:32.994 the first thing that they said is like, 435 00:13:33.274 --> 00:13:33.394 hey, 436 00:13:33.454 --> 00:13:37.056 I had your face like staring at me on the card tribe here. 437 00:13:37.057 --> 00:13:37.597 And I was like, 438 00:13:37.757 --> 00:13:37.877 and, 439 00:13:38.077 --> 00:13:39.518 some of these people I had never even met. 440 00:13:39.858 --> 00:13:40.319 And I was like, 441 00:13:40.399 --> 00:13:40.519 oh, 442 00:13:40.539 --> 00:13:41.139 that's cool. 443 00:13:41.319 --> 00:13:42.980 And then they then had shared it. 444 00:13:42.981 --> 00:13:43.261 They're like, 445 00:13:43.262 --> 00:13:43.421 yeah, 446 00:13:43.422 --> 00:13:44.962 I just shared it with my business partner. 447 00:13:45.322 --> 00:13:45.722 I was like, 448 00:13:45.822 --> 00:13:46.103 okay, 449 00:13:46.983 --> 00:13:47.884 I'm doing something good. 450 00:13:47.924 --> 00:13:53.388 So it's like the analogy I use is my podcast is like bamboo. 451 00:13:53.688 --> 00:13:56.390 The growth is extremely small and slow right now. 452 00:13:56.990 --> 00:14:01.453 And one day the hope is that that thing will just shoot through the roof and just doesn't stop growing. 453 00:14:01.553 --> 00:14:01.893 It's like, 454 00:14:02.334 --> 00:14:03.274 where'd this guy come from? 455 00:14:03.795 --> 00:14:03.915 Well, 456 00:14:03.916 --> 00:14:04.915 I think everybody should have, 457 00:14:05.116 --> 00:14:06.897 every brand should have a podcast. 458 00:14:08.318 --> 00:14:08.818 and an app. 459 00:14:09.459 --> 00:14:09.959 Every branch, 460 00:14:10.780 --> 00:14:11.320 I just met, 461 00:14:12.081 --> 00:14:12.201 well, 462 00:14:12.281 --> 00:14:12.641 back on the, 463 00:14:12.922 --> 00:14:14.923 every branch should have a podcast for the exact, 464 00:14:15.123 --> 00:14:16.484 even if you're not going to monetize it, 465 00:14:16.564 --> 00:14:17.025 like you said, 466 00:14:17.045 --> 00:14:18.946 you're not monetizing it right now. 467 00:14:19.587 --> 00:14:19.967 Eventually, 468 00:14:20.007 --> 00:14:20.468 maybe you will, 469 00:14:20.808 --> 00:14:22.669 but it opens that door. 470 00:14:22.930 --> 00:14:27.954 It actually gives you some authority and credibility and people will talk to you and you can, 471 00:14:28.194 --> 00:14:31.416 you're controlling the narrative when you're the host of where you go, 472 00:14:31.516 --> 00:14:31.977 what path. 473 00:14:32.017 --> 00:14:35.580 So you can ask questions and Norm and I will do this sometimes on market, 474 00:14:35.620 --> 00:14:36.901 we'll ask questions for ourselves. 475 00:14:37.121 --> 00:14:38.581 of the person on the podcast, 476 00:14:38.982 --> 00:14:39.222 you know, 477 00:14:39.282 --> 00:14:40.602 something that he and I are working on. 478 00:14:40.622 --> 00:14:41.642 Like we have a, 479 00:14:41.782 --> 00:14:44.643 this just happened earlier when we shot today, 480 00:14:44.683 --> 00:14:45.003 we've shot, 481 00:14:45.083 --> 00:14:46.564 this is the third one we've recorded today. 482 00:14:47.684 --> 00:14:48.885 And it happened earlier. 483 00:14:48.886 --> 00:14:51.805 We both asked a couple of questions that are more for us, 484 00:14:51.905 --> 00:14:54.606 but also it benefits the audience and we know where to go. 485 00:14:55.367 --> 00:14:55.507 But 486 00:14:56.207 --> 00:14:58.487 I think podcasting and YouTube, 487 00:14:58.988 --> 00:15:03.269 what we found at this conference is that YouTube is the number one place for podcast discovery. 488 00:15:03.289 --> 00:15:03.969 It's not Apple. 489 00:15:04.469 --> 00:15:05.430 It's not Spotify. 490 00:15:05.910 --> 00:15:06.910 It's actually YouTube. 491 00:15:07.642 --> 00:15:14.606 So that's an area that we've doubled down on and are really working right now because we kind of neglected it. 492 00:15:14.607 --> 00:15:16.807 And we're just posting stuff up there and just letting it sit. 493 00:15:16.847 --> 00:15:17.347 But actually, 494 00:15:18.208 --> 00:15:21.930 we're making a concerted effort because that's where we think the biggest opportunity for growth is. 495 00:15:21.931 --> 00:15:27.013 Because something like 55 or 60 percent of all podcasts are either found or listened to on YouTube. 496 00:15:27.573 --> 00:15:30.795 And now a lot of people are watching it on big screen TVs in their house. 497 00:15:30.815 --> 00:15:35.157 Something like 40 percent of all YouTube videos are viewed on 75 inch or larger screen. 498 00:15:36.798 --> 00:15:38.619 And so that's a big one. 499 00:15:39.179 --> 00:15:40.760 But another one that's big, 500 00:15:40.761 --> 00:15:42.661 and I don't know if you're doing this with Hadley Designs, 501 00:15:42.662 --> 00:15:43.481 and if you're not, 502 00:15:43.541 --> 00:15:45.222 it's something that you and your wife should look into, 503 00:15:45.942 --> 00:15:46.402 is an app. 504 00:15:47.063 --> 00:15:50.804 I just met someone doing $21 million a year on TikTok. 505 00:15:51.284 --> 00:15:52.545 They don't even have their own brand. 506 00:15:52.585 --> 00:15:53.245 They're reselling. 507 00:15:54.246 --> 00:15:54.806 It's pants. 508 00:15:55.506 --> 00:15:58.567 It's some sort of women's pants that fit all different sizes of women. 509 00:15:59.668 --> 00:16:00.848 And they have competition. 510 00:16:01.349 --> 00:16:02.749 They're not on Amazon at all. 511 00:16:03.149 --> 00:16:04.430 They're not on any other platform. 512 00:16:04.630 --> 00:16:04.930 at all. 513 00:16:05.250 --> 00:16:08.993 And that's something that's Norman and I are going to be talking to him about and trying to help him out with, 514 00:16:09.613 --> 00:16:10.554 but they're doing 20, 515 00:16:10.914 --> 00:16:13.456 they're out of Houston doing $21 million a year. 516 00:16:13.516 --> 00:16:21.661 She's got 25,000 square foot warehouse and they just figured out TikTok and they're developing their own brand now to, 517 00:16:21.761 --> 00:16:21.881 to, 518 00:16:21.882 --> 00:16:22.081 you know, 519 00:16:22.181 --> 00:16:22.781 use that data 520 00:16:23.282 --> 00:16:24.923 9,000 SKUs or, 521 00:16:25.283 --> 00:16:25.503 you know, 522 00:16:25.504 --> 00:16:26.524 it's like a thousand parents, 523 00:16:26.525 --> 00:16:28.525 but then we add all the different sizes and stuff. 524 00:16:29.626 --> 00:16:29.826 And 525 00:16:30.646 --> 00:16:32.187 What she was saying that, 526 00:16:32.227 --> 00:16:32.367 look, 527 00:16:32.528 --> 00:16:33.508 we do well on TikTok, 528 00:16:33.548 --> 00:16:35.390 but where we make our money is on our app. 529 00:16:36.230 --> 00:16:39.453 We developed an app four years ago for our brand, 530 00:16:40.213 --> 00:16:43.215 and we can do all kinds of push notifications. 531 00:16:43.416 --> 00:16:44.696 We don't have problems with email, 532 00:16:44.957 --> 00:16:45.217 you know, 533 00:16:45.257 --> 00:16:46.738 going to the spam or this or that. 534 00:16:47.278 --> 00:16:50.441 She said we come out with a new item or a new sale or new whatever. 535 00:16:50.442 --> 00:16:51.261 We push out an app. 536 00:16:52.002 --> 00:16:52.282 We'll do 537 00:16:52.983 --> 00:16:54.884 $10 million this year off of our app. 538 00:16:56.165 --> 00:16:57.446 It's our customer's only app. 539 00:16:58.010 --> 00:17:00.492 So there's so much you can do as a brand. 540 00:17:00.552 --> 00:17:06.617 You don't have to think of podcasting or apps as something that is a great brand supplements. 541 00:17:07.418 --> 00:17:07.819 And I think, 542 00:17:08.519 --> 00:17:08.779 you know, 543 00:17:08.859 --> 00:17:10.261 you get to talk about Hadley Designs. 544 00:17:10.262 --> 00:17:11.342 We get to talk about what we do. 545 00:17:12.042 --> 00:17:14.184 And I think everybody should be looking at those. 546 00:17:14.424 --> 00:17:14.965 You know what, 547 00:17:15.165 --> 00:17:15.385 Kev? 548 00:17:15.485 --> 00:17:20.549 I was talking to a client this morning about he sells knives, 549 00:17:21.670 --> 00:17:25.654 but he has and he's made a gazillion dollars on apps. 550 00:17:26.386 --> 00:17:27.827 So I wasn't going to talk about this today, 551 00:17:27.867 --> 00:17:28.908 but since you brought it up, 552 00:17:29.848 --> 00:17:33.331 I told you about this tattoo app that the guy made. 553 00:17:33.651 --> 00:17:35.012 I have a couple of tattoos, 554 00:17:35.412 --> 00:17:37.113 and I thought this was a pretty cool app. 555 00:17:37.634 --> 00:17:38.014 Do you know, 556 00:17:39.535 --> 00:17:40.015 he was saying, 557 00:17:40.216 --> 00:17:44.198 these are what these guys are making per month on this app. 558 00:17:44.839 --> 00:17:45.099 Okay? 559 00:17:45.539 --> 00:17:48.581 $600,000 per month. 560 00:17:49.182 --> 00:17:51.423 In product sales or in membership sales or what? 561 00:17:51.443 --> 00:17:53.064 In membership sales. 562 00:17:53.905 --> 00:17:55.106 And he says he hasn't even. 563 00:17:55.450 --> 00:18:16.726 touch the tip of the iceberg yet and with no code software with ai now you can do an app pretty yeah i mean if you have a some basic technology knowledge you don't have to be an expert you can do some pretty cool stuff uh is this something that you've looked into at hadley designs at all uh josh or are you putting that just make a note like app yeah 564 00:18:18.127 --> 00:18:19.368 for real uh you know, 565 00:18:19.448 --> 00:18:19.729 Kevin, 566 00:18:20.249 --> 00:18:21.310 it's a grip like. 567 00:18:21.774 --> 00:18:23.295 I agree 100%. 568 00:18:23.375 --> 00:18:25.036 And here's what I love about marketing, 569 00:18:25.236 --> 00:18:25.556 right? 570 00:18:26.137 --> 00:18:27.377 And I learned this too, 571 00:18:28.338 --> 00:18:28.718 early on, 572 00:18:28.778 --> 00:18:32.980 one of the first mastermind groups that my wife ever joined was 573 00:18:33.361 --> 00:18:33.821 War Room. 574 00:18:34.141 --> 00:18:35.322 So with Ryan Dice, 575 00:18:35.382 --> 00:18:36.182 Perry Belcher, 576 00:18:36.342 --> 00:18:37.163 Roland- That's how I met you. 577 00:18:38.684 --> 00:18:39.344 You were at a dinner, 578 00:18:39.464 --> 00:18:40.264 or you're in Austin, 579 00:18:40.825 --> 00:18:42.686 and I think Rich Goldstein actually, 580 00:18:43.346 --> 00:18:46.228 we went to dinner at a sushi place and that's where I first met you, 581 00:18:46.229 --> 00:18:46.468 I think. 582 00:18:46.928 --> 00:18:47.108 Yep. 583 00:18:47.428 --> 00:18:47.588 Yep, 584 00:18:47.689 --> 00:18:48.229 exactly. 585 00:18:49.590 --> 00:18:50.190 So that was like, 586 00:18:50.330 --> 00:18:52.911 2017 when we first joined that. 587 00:18:53.231 --> 00:18:54.912 And here's the thing, 588 00:18:55.272 --> 00:18:55.472 right? 589 00:18:55.712 --> 00:18:56.473 Everybody, 590 00:18:56.733 --> 00:18:59.454 like there's some wicked smart marketing tactics out there. 591 00:19:00.094 --> 00:19:04.536 Here's what I did learn from this is everybody's kind of got their like a zone of genius. 592 00:19:04.576 --> 00:19:07.277 Like I think if we decide to double down on an app, 593 00:19:07.637 --> 00:19:08.678 I think we can make it work. 594 00:19:09.238 --> 00:19:11.959 If we decide to double down on podcasts for Hadley Designs, 595 00:19:12.079 --> 00:19:12.839 we can make it work. 596 00:19:13.079 --> 00:19:15.820 If we decide to double down on TikTok with Hadley Designs, 597 00:19:15.860 --> 00:19:17.421 like we could make that work. 598 00:19:17.861 --> 00:19:19.422 what I have learned is that 599 00:19:20.330 --> 00:19:23.192 Business strategy is nothing more. 600 00:19:23.232 --> 00:19:27.075 The word strategy is just the elimination of alternatives, 601 00:19:27.596 --> 00:19:28.296 which means this. 602 00:19:28.817 --> 00:19:32.599 There's unlimited number of ideas and ways that we could grow our brand. 603 00:19:34.541 --> 00:19:43.227 But which of the opportunities is going to provide the highest ROI among all the opportunities that present itself? 604 00:19:43.667 --> 00:19:46.910 Because we have limited resources and limited time. 605 00:19:47.438 --> 00:19:54.543 So strategy is being able to allocate unlimited opportunities with limited time and resources. 606 00:19:57.785 --> 00:19:57.905 Hey, 607 00:19:57.925 --> 00:19:58.225 what's up, 608 00:19:58.265 --> 00:19:58.565 everybody? 609 00:19:58.685 --> 00:20:01.287 Kevin and Norm here with a quick word from one of our sponsors, 610 00:20:01.847 --> 00:20:02.108 8BIG. 611 00:20:02.568 --> 00:20:05.750 Let me tell you about a platform that's changing the game for Amazon sellers. 612 00:20:06.134 --> 00:20:06.534 That's right. 613 00:20:06.535 --> 00:20:06.814 It's called 614 00:20:07.335 --> 00:20:08.536 8Fig. On average, 615 00:20:08.596 --> 00:20:11.398 sellers working with 8Fig grow up to 400% 616 00:20:11.538 --> 00:20:12.518 in less than a year. 617 00:20:13.839 --> 00:20:19.683 8Fig offers both funding and free tools for e-commerce growth and cash flow management. 618 00:20:20.164 --> 00:20:21.284 And here's how it works. 619 00:20:22.385 --> 00:20:23.486 8Fig provides flexible, 620 00:20:23.626 --> 00:20:26.608 data-driven funding tailored to your exact needs. 621 00:20:27.108 --> 00:20:27.368 You know, 622 00:20:27.369 --> 00:20:31.451 they could fund anywhere from up to $50,000 all the way up to $10 million. 623 00:20:32.672 --> 00:20:35.314 8Fig gives you free tools to forecast demand. 624 00:20:35.750 --> 00:20:38.432 Manage inventory and analyze cash flow. 625 00:20:39.453 --> 00:20:40.454 Visit 8fig.co, 626 00:20:40.634 --> 00:20:42.056 that's 8fig.co, 627 00:20:42.556 --> 00:20:45.078 to learn more or check the link in the show notes below. 628 00:20:46.279 --> 00:20:46.960 Just mention 629 00:20:47.420 --> 00:20:49.863 Marketing Misfits and get 25% 630 00:20:50.463 --> 00:20:51.964 off your cost. 631 00:20:52.905 --> 00:20:53.085 That's 632 00:20:53.446 --> 00:20:54.186 8fig.co, 633 00:20:54.627 --> 00:20:55.548 8fig.co. 634 00:20:56.709 --> 00:20:58.130 See you on the other side. 635 00:21:03.078 --> 00:21:05.860 And so one of my favorite things is just to like be able to say like, 636 00:21:05.960 --> 00:21:06.220 yes, 637 00:21:06.660 --> 00:21:07.481 love this idea. 638 00:21:08.201 --> 00:21:09.762 We go through a scoring mechanism, 639 00:21:09.802 --> 00:21:11.363 which is the ice scoring framework, 640 00:21:11.423 --> 00:21:13.924 which is how what is the impact? 641 00:21:14.044 --> 00:21:16.646 I stands for the impact that this idea can have. 642 00:21:16.866 --> 00:21:16.986 OK, 643 00:21:17.246 --> 00:21:20.848 which is this could actually be game changing for our business. 644 00:21:20.928 --> 00:21:21.168 Right. 645 00:21:21.188 --> 00:21:24.910 This this could be the iPhone as it was for Apple. 646 00:21:24.990 --> 00:21:25.251 Right. 647 00:21:25.771 --> 00:21:26.811 So impact is one 648 00:21:27.632 --> 00:21:30.113 C is going to be its complexity. 649 00:21:30.634 --> 00:21:31.114 right like 650 00:21:31.450 --> 00:21:33.272 How easy is it for me to spin up, 651 00:21:33.372 --> 00:21:33.632 you know, 652 00:21:34.833 --> 00:21:35.273 an app, 653 00:21:35.433 --> 00:21:35.653 right? 654 00:21:35.694 --> 00:21:36.274 With AI, 655 00:21:36.694 --> 00:21:37.395 it's easier, 656 00:21:37.955 --> 00:21:40.077 but I have no technological background. 657 00:21:40.097 --> 00:21:40.257 Like, 658 00:21:40.277 --> 00:21:40.938 I'm not a coder. 659 00:21:40.958 --> 00:21:41.899 I'm not a developer. 660 00:21:41.959 --> 00:21:42.079 So, 661 00:21:42.099 --> 00:21:42.279 like, 662 00:21:42.699 --> 00:21:44.861 let's say it's going to be moderately more difficult, 663 00:21:44.921 --> 00:21:45.161 right? 664 00:21:45.561 --> 00:21:46.262 And then E is, 665 00:21:46.302 --> 00:21:46.522 like, 666 00:21:46.602 --> 00:21:49.224 it's ease of implementation into your existing systems, 667 00:21:49.284 --> 00:21:49.565 right? 668 00:21:49.965 --> 00:21:50.285 It's like, 669 00:21:50.425 --> 00:21:51.326 do we have anybody, 670 00:21:51.386 --> 00:21:51.606 like, 671 00:21:51.786 --> 00:21:52.827 is app development, 672 00:21:52.867 --> 00:21:53.728 customer service, 673 00:21:53.748 --> 00:21:56.130 and things like that something that we could easily bolt on? 674 00:21:56.610 --> 00:21:56.971 Or is that, 675 00:21:57.011 --> 00:21:57.231 like, 676 00:21:57.571 --> 00:21:59.613 you kind of need to hire more people, 677 00:21:59.773 --> 00:22:00.954 new specialists in order to 678 00:22:01.574 --> 00:22:02.494 maintain that system. 679 00:22:02.554 --> 00:22:05.416 So as we score different ideas and priorities, 680 00:22:06.436 --> 00:22:12.879 we're able to see like which of the opportunities that we have in front of us make the most sense, 681 00:22:13.059 --> 00:22:20.443 can drive the highest ROI so that we can focus on doing the best thing with our time and limited resources. 682 00:22:20.603 --> 00:22:21.263 So Kevin, 683 00:22:21.323 --> 00:22:22.303 to answer your question, 684 00:22:22.304 --> 00:22:24.725 that was a long answer to a short question, 685 00:22:25.065 --> 00:22:25.465 which is 686 00:22:25.965 --> 00:22:27.446 I've added it to my list. 687 00:22:29.827 --> 00:22:30.387 I like that, 688 00:22:30.607 --> 00:22:31.548 that ice framework. 689 00:22:31.568 --> 00:22:32.929 That's something that a lot of entrepreneurs, 690 00:22:33.189 --> 00:22:35.090 they keep chasing shiny objects. 691 00:22:35.630 --> 00:22:35.750 Yeah. 692 00:22:35.990 --> 00:22:36.571 The new thing, 693 00:22:36.611 --> 00:22:36.871 the new, 694 00:22:36.991 --> 00:22:37.151 Oh, 695 00:22:37.311 --> 00:22:37.671 everybody, 696 00:22:37.672 --> 00:22:37.851 you know, 697 00:22:37.852 --> 00:22:39.492 like right now in the Amazon space, 698 00:22:39.512 --> 00:22:39.812 everybody's, 699 00:22:39.852 --> 00:22:40.773 you gotta be on Tik TOK. 700 00:22:40.774 --> 00:22:41.633 You gotta be on Tik TOK. 701 00:22:41.634 --> 00:22:42.434 You gotta be on Tik TOK. 702 00:22:43.074 --> 00:22:43.574 It might make, 703 00:22:43.614 --> 00:22:45.275 it makes sense for some people to go on Tik TOK. 704 00:22:45.415 --> 00:22:45.816 Other people, 705 00:22:46.556 --> 00:22:46.676 no, 706 00:22:47.497 --> 00:22:49.538 you're not ready or stay in your lane or whatever. 707 00:22:50.098 --> 00:22:50.258 Um, 708 00:22:50.638 --> 00:22:50.918 and it, 709 00:22:51.099 --> 00:22:52.679 it just like this person, 710 00:22:52.719 --> 00:22:55.581 I just mentioned that I just met that's doing 21 million on, 711 00:22:55.741 --> 00:22:55.921 on, 712 00:22:56.201 --> 00:22:56.762 and she's like, 713 00:22:56.802 --> 00:22:57.402 I'm tired. 714 00:22:57.522 --> 00:22:57.762 You know, 715 00:22:57.763 --> 00:22:59.143 I'm running like crag it. 716 00:22:59.663 --> 00:23:00.584 If I take a break, 717 00:23:01.084 --> 00:23:01.524 I can't, 718 00:23:02.004 --> 00:23:02.245 you know, 719 00:23:02.246 --> 00:23:02.725 the business, 720 00:23:03.065 --> 00:23:04.406 I couldn't be gone for more than a week. 721 00:23:04.966 --> 00:23:05.226 You know, 722 00:23:05.526 --> 00:23:07.247 and so she doesn't have the systems in place. 723 00:23:07.248 --> 00:23:07.608 And she's like, 724 00:23:08.028 --> 00:23:09.328 I don't want to learn Amazon. 725 00:23:09.529 --> 00:23:10.589 I know I need to be on Amazon. 726 00:23:10.609 --> 00:23:13.331 I know there's a halo effect and I could be making a lot more money. 727 00:23:13.931 --> 00:23:14.691 But I want to learn that. 728 00:23:14.711 --> 00:23:15.272 Can you help me? 729 00:23:16.112 --> 00:23:17.253 So staying in that lane, 730 00:23:17.293 --> 00:23:18.854 I think that's hard for a lot of entrepreneurs. 731 00:23:18.874 --> 00:23:19.994 It's been hard even for me. 732 00:23:20.515 --> 00:23:24.017 And one of the things that I just did on this little sabbatical thing that I went on is like, 733 00:23:24.317 --> 00:23:26.538 what's my what's what am I worth per hour? 734 00:23:27.362 --> 00:23:27.742 And so 735 00:23:28.183 --> 00:23:29.603 I'm willing right now to spend, 736 00:23:29.823 --> 00:23:30.064 you know, 737 00:23:30.065 --> 00:23:33.485 an hour or two a day doing stuff that's below my pay grade. 738 00:23:33.886 --> 00:23:34.126 You know, 739 00:23:34.206 --> 00:23:34.406 like, 740 00:23:34.526 --> 00:23:34.766 you know, 741 00:23:34.906 --> 00:23:36.667 answering a customer service email or what. 742 00:23:37.408 --> 00:23:38.008 At this point, 743 00:23:38.048 --> 00:23:38.288 you know, 744 00:23:38.289 --> 00:23:39.209 that needs to eliminate. 745 00:23:39.489 --> 00:23:40.329 I'm willing to do that. 746 00:23:41.250 --> 00:23:43.471 But all the other times in my day, 747 00:23:43.651 --> 00:23:46.452 and that includes down to if Norm and I do a webinar, 748 00:23:46.532 --> 00:23:46.793 you know, 749 00:23:46.893 --> 00:23:47.793 for Dragonfish, 750 00:23:48.393 --> 00:23:49.314 what is the ROI? 751 00:23:49.374 --> 00:23:55.177 If I'm going to put in five hours to create this webinar and we're only going to generate $7,000 off the webinar, 752 00:23:55.317 --> 00:23:56.678 that's way below my hourly rate. 753 00:23:56.934 --> 00:23:59.495 I'm not going to do it. 754 00:23:59.515 --> 00:24:03.117 We have to find other opportunities that will exceed that rate. 755 00:24:04.057 --> 00:24:04.477 And that's, 756 00:24:04.597 --> 00:24:04.878 I think, 757 00:24:04.958 --> 00:24:06.378 hard for a lot of people to do. 758 00:24:06.478 --> 00:24:08.239 And you're not going to always hit. 759 00:24:08.499 --> 00:24:08.699 You know, 760 00:24:08.700 --> 00:24:13.441 sometimes you think this is going to be a big payoff and it's going to turn into a mess or not hit. 761 00:24:13.561 --> 00:24:16.883 But I think that's a shift that a lot of entrepreneurs do. 762 00:24:16.983 --> 00:24:19.744 How did you make that shift or have you always had that in you? 763 00:24:20.785 --> 00:24:20.965 Yeah, 764 00:24:21.305 --> 00:24:23.666 I think it's a shift as you level up in business. 765 00:24:24.046 --> 00:24:24.246 Um, 766 00:24:24.386 --> 00:24:25.187 to be honest with you, 767 00:24:25.247 --> 00:24:25.547 because, 768 00:24:25.667 --> 00:24:25.807 uh, 769 00:24:25.947 --> 00:24:26.647 I was the guy, 770 00:24:26.928 --> 00:24:27.168 um, 771 00:24:27.288 --> 00:24:28.749 with the shiny object syndrome. 772 00:24:29.129 --> 00:24:32.851 And that's kind of like one of the things I think our brand could be at least double, 773 00:24:32.871 --> 00:24:35.092 if not triple the size that it is today. 774 00:24:35.612 --> 00:24:39.494 Had we not got distracted with shiny object syndrome. 775 00:24:40.235 --> 00:24:40.575 Um, 776 00:24:41.956 --> 00:24:43.436 and I think the challenge was like, 777 00:24:43.476 --> 00:24:45.437 as I went to like all these war room events, 778 00:24:45.457 --> 00:24:50.220 I heard of all these people that were making money selling digital courses or. 779 00:24:50.916 --> 00:24:59.042 They were selling membership sites or they were selling like who like just the most random stuff like but they were just crushing it. 780 00:24:59.763 --> 00:25:04.286 And so one of the distractions that that occurred to us that completely derailed us, 781 00:25:04.306 --> 00:25:05.147 to be honest with you, 782 00:25:05.647 --> 00:25:06.368 was like we're like, 783 00:25:06.488 --> 00:25:06.608 oh, 784 00:25:06.848 --> 00:25:07.048 wow, 785 00:25:07.108 --> 00:25:09.490 these people are crushing it with the digital sales, 786 00:25:09.570 --> 00:25:10.571 digital products. 787 00:25:11.091 --> 00:25:12.913 Maybe there's like a course component to it. 788 00:25:13.353 --> 00:25:15.014 Why don't we do that for our own brand? 789 00:25:15.555 --> 00:25:17.216 So what we did is we started taking. 790 00:25:17.616 --> 00:25:17.756 look, 791 00:25:17.816 --> 00:25:22.619 we've been producing physical products and then all of a sudden we're going to flip and start doing these digital products, 792 00:25:23.059 --> 00:25:23.800 sell them on Etsy, 793 00:25:24.000 --> 00:25:25.201 sell them on our own website. 794 00:25:25.281 --> 00:25:27.282 We're also going to drive traffic from a blog, 795 00:25:28.042 --> 00:25:30.124 but yet this isn't feeding the beast. 796 00:25:30.604 --> 00:25:33.926 The beast at the time that was produced a million dollars in revenue, 797 00:25:33.946 --> 00:25:36.828 its first year in business was Amazon for us. 798 00:25:37.488 --> 00:25:40.330 But yet I had heard all these other shiny objects, 799 00:25:40.410 --> 00:25:41.470 then cool things. 800 00:25:41.471 --> 00:25:41.791 I was like, 801 00:25:41.792 --> 00:25:41.911 oh, 802 00:25:41.912 --> 00:25:42.771 I got to go do that. 803 00:25:43.712 --> 00:25:44.012 And 804 00:25:44.348 --> 00:25:45.428 We distracted ourselves. 805 00:25:45.448 --> 00:25:51.431 We invested two and a half years of our time focused on this digital membership business, 806 00:25:51.951 --> 00:25:52.752 creating a blog, 807 00:25:52.852 --> 00:25:58.534 hiring people for that business that ended up making us maybe $10,000 at most. 808 00:25:59.695 --> 00:26:02.476 And we actually lost money. 809 00:26:02.536 --> 00:26:03.996 That's $10,000 in revenue. 810 00:26:04.457 --> 00:26:06.577 That doesn't include the salaried people that we had. 811 00:26:06.578 --> 00:26:08.978 So we probably lost over $300,000. 812 00:26:09.579 --> 00:26:12.500 And the wake-up call came to us during COVID. 813 00:26:13.212 --> 00:26:14.113 Because at COVID, 814 00:26:14.353 --> 00:26:16.654 primarily we were a party-oriented business, 815 00:26:16.714 --> 00:26:17.554 party supplies, 816 00:26:17.634 --> 00:26:18.655 wedding invitations, 817 00:26:18.735 --> 00:26:20.276 party invitations, 818 00:26:20.296 --> 00:26:20.716 et cetera. 819 00:26:21.396 --> 00:26:21.557 Well, 820 00:26:21.657 --> 00:26:22.917 when COVID hit us in the face, 821 00:26:22.918 --> 00:26:25.559 we watched our business decline on Amazon 90% 822 00:26:25.560 --> 00:26:26.039 overnight. 823 00:26:27.140 --> 00:26:28.480 And so when that happened, 824 00:26:28.600 --> 00:26:31.542 you're brought to your knees and you're like, 825 00:26:31.962 --> 00:26:33.343 what am I going to do now? 826 00:26:34.223 --> 00:26:36.084 And so it was back to the drawing board. 827 00:26:36.525 --> 00:26:39.346 That's when my wife and I had the wake-up call to be like, 828 00:26:39.526 --> 00:26:39.826 okay, 829 00:26:40.427 --> 00:26:41.727 screw the digital products. 830 00:26:42.128 --> 00:26:42.528 We're done. 831 00:26:42.876 --> 00:26:44.637 Like it hasn't even been making us money. 832 00:26:44.697 --> 00:26:48.179 We've been investing the majority of our time and energy on this side of the business, 833 00:26:48.259 --> 00:26:52.141 wherein if we would have just focused more on the feeding the beast, 834 00:26:52.181 --> 00:26:54.362 the thing that was actually working for us, 835 00:26:55.083 --> 00:26:56.904 we could have been double the size we are now, 836 00:26:57.684 --> 00:26:59.385 but instead we're not. 837 00:26:59.465 --> 00:27:00.826 So we came back, 838 00:27:00.866 --> 00:27:02.827 we had our kind of like moment to be like, 839 00:27:02.887 --> 00:27:03.928 what in the world are we doing? 840 00:27:04.328 --> 00:27:08.270 So now we laser focused on Amazon and we grew our, 841 00:27:08.330 --> 00:27:11.712 we did not stop focusing exclusively on Amazon. 842 00:27:12.228 --> 00:27:14.930 in launching new products until we hit the eight-figure mark. 843 00:27:16.011 --> 00:27:23.316 And I believe that's kind of like the threshold people need to reach to until you begin considering other channels. 844 00:27:24.617 --> 00:27:25.998 I feel like that is like, 845 00:27:26.258 --> 00:27:37.427 you should be doing a million dollars a month in whatever channel you choose and stay in that lane until you've hit that eight-figure annual revenue run rate. 846 00:27:37.787 --> 00:27:39.208 Because then at that point... 847 00:27:39.704 --> 00:27:40.444 You can then, 848 00:27:40.524 --> 00:27:40.764 yes, 849 00:27:40.884 --> 00:27:41.745 explore and be like, 850 00:27:41.845 --> 00:27:42.105 okay, 851 00:27:42.985 --> 00:27:44.185 I'm crushing it on Amazon, 852 00:27:44.605 --> 00:27:47.666 but now I can go turn my attention over to TikTok. 853 00:27:48.206 --> 00:27:50.967 Because as soon as you turn your attention somewhere else, 854 00:27:51.667 --> 00:27:58.509 you're stopping the focus on the main thing that's actually driving the majority of your revenue. 855 00:27:59.149 --> 00:28:01.090 And so that was kind of like the breakthrough for me. 856 00:28:01.170 --> 00:28:05.131 And so what I've done is like surrounded myself with a good team to say like, 857 00:28:05.211 --> 00:28:05.411 okay, 858 00:28:05.471 --> 00:28:08.832 before I go pivot and I go focus on another aspect. 859 00:28:09.508 --> 00:28:11.589 or another sales channel for the business, 860 00:28:12.130 --> 00:28:16.953 I'm going to ensure that we have leadership and that that channel can operate on its own. 861 00:28:17.554 --> 00:28:18.134 If not, 862 00:28:18.754 --> 00:28:24.118 I cannot divert my time and energy until I've got that one under lock and key. 863 00:28:24.538 --> 00:28:25.299 Does that make sense? 864 00:28:26.119 --> 00:28:26.239 Yeah, 865 00:28:26.240 --> 00:28:26.740 it does. 866 00:28:28.121 --> 00:28:29.041 In my opinion, 867 00:28:29.502 --> 00:28:31.463 a leopard never changes their spots. 868 00:28:32.023 --> 00:28:32.744 Entrepreneurs, 869 00:28:33.304 --> 00:28:35.326 they're always looking for those shiny objects. 870 00:28:35.826 --> 00:28:38.408 And I'm glad to hear that you've got 871 00:28:39.160 --> 00:28:39.440 Some, 872 00:28:40.741 --> 00:28:40.981 you know, 873 00:28:41.261 --> 00:28:42.961 some checks and balances in there. 874 00:28:43.621 --> 00:28:49.003 But what's really going to stop you from going out and seeing these 10 other shiny objects? 875 00:28:49.343 --> 00:28:50.843 Have you mastered that yet? 876 00:28:52.084 --> 00:28:52.204 No, 877 00:28:52.224 --> 00:28:52.564 because 878 00:28:53.304 --> 00:28:54.784 I go to Kevin's conferences. 879 00:28:54.824 --> 00:28:56.185 I go listen to your guys' 880 00:28:56.325 --> 00:28:56.985 podcasts. 881 00:28:57.305 --> 00:28:58.465 And I've got more ideas, 882 00:28:58.545 --> 00:28:58.865 right? 883 00:29:00.046 --> 00:29:01.426 And that's any entrepreneur, 884 00:29:01.586 --> 00:29:01.886 right? 885 00:29:02.446 --> 00:29:07.828 but I think it's being able to take those ideas and then being able to say like, 886 00:29:08.108 --> 00:29:08.388 okay. 887 00:29:08.804 --> 00:29:12.848 How do I build a team around me that can support that? 888 00:29:12.968 --> 00:29:14.009 So let's take, 889 00:29:14.029 --> 00:29:14.629 for example, 890 00:29:14.689 --> 00:29:14.949 like, 891 00:29:15.049 --> 00:29:15.350 all right, 892 00:29:15.470 --> 00:29:16.150 TikTok shop. 893 00:29:16.991 --> 00:29:19.713 If you are interested in scaling TikTok shop, 894 00:29:19.934 --> 00:29:20.214 right? 895 00:29:20.274 --> 00:29:22.756 And you're already having success on Amazon. 896 00:29:23.297 --> 00:29:23.817 And by the way, 897 00:29:23.877 --> 00:29:25.158 my rule of hitting eight figures, 898 00:29:25.178 --> 00:29:27.200 like it's not a hard and fast rule. 899 00:29:27.740 --> 00:29:28.261 It's just a, 900 00:29:28.581 --> 00:29:29.522 it's like a ballpark, 901 00:29:29.642 --> 00:29:29.862 right? 902 00:29:29.863 --> 00:29:30.623 You want to say like, 903 00:29:30.983 --> 00:29:33.826 you've hit some decent momentum in that business. 904 00:29:33.866 --> 00:29:36.348 And really the reason why I say eight figures is like, 905 00:29:36.668 --> 00:29:37.754 If you've hit eight figures, 906 00:29:37.855 --> 00:29:39.826 you should have a good enough net income. 907 00:29:40.714 --> 00:30:01.843 to be able to support hiring leaders and staff that can continue to support the growth of that main channel right so norm as i look at these additional channels and when i do have these new ideas a lot of the times i'm adding them to my to-do list and what i'm doing is i begin networking and 908 00:30:01.883 --> 00:30:08.346 i begin networking figuring out who's the right who that i need to bring into the business 909 00:30:08.838 --> 00:30:11.259 that can go execute that strategy for me. 910 00:30:11.800 --> 00:30:14.942 What I have learned personally for myself is that 911 00:30:16.022 --> 00:30:19.824 I'm never going to be the person that is going to be the master of TikTok. 912 00:30:20.445 --> 00:30:22.306 I'm not going to be the master of Amazon. 913 00:30:22.926 --> 00:30:26.548 I would rather have team members that know it inside and out, 914 00:30:26.608 --> 00:30:28.369 and they could even run circles around me. 915 00:30:29.190 --> 00:30:31.691 But what I feel like a good entrepreneur is able to do, 916 00:30:31.791 --> 00:30:35.193 and the people that have been able to surpass nine figures, 917 00:30:35.934 --> 00:30:36.354 is they've... 918 00:30:36.750 --> 00:30:42.893 establish a team around themselves and they have hired the right people that can come knock their socks off. 919 00:30:42.933 --> 00:30:43.653 So Norm, 920 00:30:44.733 --> 00:30:46.514 at the Billion Dollar Seller Summit, 921 00:30:46.854 --> 00:30:48.615 I talked about my TikTok strategy, 922 00:30:48.735 --> 00:30:49.015 right? 923 00:30:50.075 --> 00:30:52.056 But guess what I've done since then? 924 00:30:52.116 --> 00:30:54.577 I was able to get TikTok maybe off the ground, 925 00:30:55.478 --> 00:30:57.959 but my whole focus has been, 926 00:30:58.919 --> 00:31:05.822 can I hire somebody that's like a six-figure plus salary person that can come master this and run circles around me? 927 00:31:06.222 --> 00:31:07.202 And we were able to do that. 928 00:31:07.382 --> 00:31:09.323 We were able to find somebody that, 929 00:31:09.483 --> 00:31:09.723 again, 930 00:31:09.783 --> 00:31:10.024 Kevin, 931 00:31:10.025 --> 00:31:12.064 you talked about this other lady doing 21 million. 932 00:31:12.385 --> 00:31:14.926 I found one of the guys that ran L'Oreal's brands, 933 00:31:15.506 --> 00:31:15.826 right? 934 00:31:16.426 --> 00:31:21.008 And getting some just amazing people that know their stuff, 935 00:31:21.408 --> 00:31:22.028 hiring them, 936 00:31:22.609 --> 00:31:26.230 and creating incentives that align both parties. 937 00:31:26.650 --> 00:31:27.751 And then we're off to the races. 938 00:31:27.791 --> 00:31:27.911 So, 939 00:31:28.611 --> 00:31:28.851 I mean, 940 00:31:29.291 --> 00:31:29.912 that's kind of like, 941 00:31:29.932 --> 00:31:31.992 I take my shiny objects and then I'm like, 942 00:31:32.152 --> 00:31:34.093 who's the right person that could actually run that? 943 00:31:34.694 --> 00:31:35.714 Because it's not myself. 944 00:31:39.750 --> 00:31:42.712 So this first level or second level tier, 945 00:31:42.972 --> 00:31:43.232 right? 946 00:31:43.272 --> 00:31:45.153 So you've got you and your wife, 947 00:31:45.173 --> 00:31:47.054 and then you've got this executive tier. 948 00:31:47.855 --> 00:31:47.995 Now, 949 00:31:48.515 --> 00:31:52.358 I've seen you and I've heard you talk about your hiring policy in the past. 950 00:31:52.858 --> 00:31:55.639 But are these all, 951 00:31:56.120 --> 00:31:58.281 would you consider them all six-figure people? 952 00:31:58.621 --> 00:32:00.102 Like you just talked about L'Oreal. 953 00:32:00.522 --> 00:32:01.843 And then the next tier down, 954 00:32:01.883 --> 00:32:03.164 you can go to the Philippines, 955 00:32:03.224 --> 00:32:03.524 India, 956 00:32:03.664 --> 00:32:04.425 wherever you want to go. 957 00:32:05.545 --> 00:32:06.666 How are you structuring that? 958 00:32:08.242 --> 00:32:08.362 Yeah, 959 00:32:08.462 --> 00:32:09.083 great question. 960 00:32:09.203 --> 00:32:10.463 So we have like 80% 961 00:32:10.824 --> 00:32:12.605 of our team is in the Philippines. 962 00:32:12.625 --> 00:32:13.745 We also have Mexico. 963 00:32:13.905 --> 00:32:16.407 We also have some in the US here. 964 00:32:16.647 --> 00:32:17.427 Like ultimately, 965 00:32:17.527 --> 00:32:18.148 here's what I do. 966 00:32:19.248 --> 00:32:21.830 The best who's I have my hiring process. 967 00:32:21.870 --> 00:32:22.650 And it's really like, 968 00:32:23.170 --> 00:32:25.091 if you need a customer service person, 969 00:32:25.712 --> 00:32:30.294 I know I can go find like one of the top customer service people through my normal process. 970 00:32:30.754 --> 00:32:31.695 When it comes to like, 971 00:32:32.495 --> 00:32:33.756 really like wicked smart, 972 00:32:33.776 --> 00:32:36.658 like I'll call them growth marketers for all intents and purposes, 973 00:32:36.738 --> 00:32:36.978 right? 974 00:32:37.338 --> 00:32:42.561 These are people that could basically be like the GM of a single channel and just like get you blown up. 975 00:32:43.481 --> 00:32:43.902 Those, 976 00:32:43.962 --> 00:32:45.042 from my experience, 977 00:32:45.222 --> 00:32:46.663 have all come from networking, 978 00:32:47.904 --> 00:32:51.526 which then goes back to another reason why I do the podcast. 979 00:32:51.566 --> 00:32:52.046 Like I said, 980 00:32:52.567 --> 00:32:54.668 forces me to network with really smart people. 981 00:32:55.148 --> 00:32:57.990 So I could say and that's and that's where this tick tock lead came from. 982 00:32:58.310 --> 00:33:01.972 It's like somebody else that I had on my podcast that I just reached out and said, 983 00:33:01.992 --> 00:33:02.152 like, 984 00:33:02.153 --> 00:33:02.272 hey, 985 00:33:02.332 --> 00:33:02.692 by the way, 986 00:33:02.752 --> 00:33:03.493 I'm looking at this. 987 00:33:03.513 --> 00:33:04.473 Do you know anybody? 988 00:33:04.833 --> 00:33:05.154 He's like, 989 00:33:05.294 --> 00:33:05.734 actually. 990 00:33:06.154 --> 00:33:08.236 I just had a conversation with this guy yesterday. 991 00:33:08.697 --> 00:33:10.158 Would you be interested in talking with him? 992 00:33:10.639 --> 00:33:13.341 So I feel like when it gets to that level of leadership, 993 00:33:13.582 --> 00:33:20.068 it's less about those type of leaders you're not going to find through a job post on Upwork or LinkedIn. 994 00:33:20.809 --> 00:33:25.774 It's going to be from somebody that's already working somewhere else that you're going to have to convince of your vision, 995 00:33:25.854 --> 00:33:26.535 your strategy, 996 00:33:27.236 --> 00:33:28.657 and poach them, 997 00:33:28.797 --> 00:33:29.318 so to speak. 998 00:33:33.414 --> 00:33:33.554 Now, 999 00:33:33.555 --> 00:33:35.015 a quick word from our sponsor, 1000 00:33:35.235 --> 00:33:35.775 LaVonta. 1001 00:33:36.175 --> 00:33:36.295 Hey, 1002 00:33:36.355 --> 00:33:36.675 Kevin, 1003 00:33:36.996 --> 00:33:38.076 tell us a little bit about it. 1004 00:33:38.656 --> 00:33:39.116 That's right, 1005 00:33:39.176 --> 00:33:39.957 Amazon sellers. 1006 00:33:40.057 --> 00:33:43.738 Do you want to skyrocket your sales and boost your organic rankings? 1007 00:33:44.339 --> 00:33:45.159 Meet LaVonta, 1008 00:33:45.539 --> 00:33:52.502 Norm and I's secret weapon for driving high-quality external traffic straight to our Amazon storefronts using affiliate marketing. 1009 00:33:52.842 --> 00:33:53.242 That's right. 1010 00:33:53.243 --> 00:33:57.544 It's achieved through direct partnerships with leading media outlets like CNN, 1011 00:33:57.984 --> 00:33:58.584 Wirecutter, 1012 00:33:58.785 --> 00:33:59.505 and BuzzFeed, 1013 00:33:59.565 --> 00:34:00.245 just to name a few, 1014 00:34:00.585 --> 00:34:02.106 as well as top affiliates. 1015 00:34:02.346 --> 00:34:02.946 influencers, 1016 00:34:03.046 --> 00:34:03.507 bloggers, 1017 00:34:03.827 --> 00:34:04.727 and media buyers, 1018 00:34:05.247 --> 00:34:07.388 all in Levanta's marketplace, 1019 00:34:07.728 --> 00:34:11.410 which is home to over 5,000 different creators that you get to choose from. 1020 00:34:12.290 --> 00:34:14.391 So are you ready to elevate your business? 1021 00:34:15.051 --> 00:34:18.733 Visit get.levanta.io slash misfits. 1022 00:34:19.293 --> 00:34:21.194 That's get.levanta, 1023 00:34:21.734 --> 00:34:29.598 L-E-V-A-N-T-A dot I-O slash misfits and book a call and you'll get up to 20% 1024 00:34:30.218 --> 00:34:30.458 off. 1025 00:34:30.758 --> 00:34:32.240 Levanta's gold plan today. 1026 00:34:32.960 --> 00:34:37.525 That's get.levanta.io slash misfits. 1027 00:34:41.223 --> 00:34:41.443 I mean, 1028 00:34:41.483 --> 00:34:42.203 your system that, 1029 00:34:42.424 --> 00:34:42.644 I mean, 1030 00:34:42.964 --> 00:34:46.725 you've outlaid that at some webinars and at different events, 1031 00:34:47.206 --> 00:34:52.808 but you've got a pretty sophisticated for finding the lower level people or the customer service type of people. 1032 00:34:53.508 --> 00:34:56.230 You've got a really good process for actually vetting them. 1033 00:34:56.310 --> 00:34:58.691 And I remember even on your TikTok, 1034 00:34:59.691 --> 00:35:06.854 what you laid out at BDSS and ended up winning was your whole process of like most people reach out and then they send out samples. 1035 00:35:06.874 --> 00:35:07.114 You're like, 1036 00:35:07.115 --> 00:35:07.235 no, 1037 00:35:07.315 --> 00:35:08.135 they're going to fill out a. 1038 00:35:08.295 --> 00:35:24.209 30 page questionnaire or whatever the heck it is and answer these five questions and do all this they're going to prove that they actually want to work with me and you had this whole process and then you'll send them the samples because there's you know like on tiktok shop there's a lot of people just want free samples and they're not going to ever do anything so your 1039 00:35:24.289 --> 00:35:35.639 processes where does that come from this system stuff that uh it's not just the employees but you've had it you've talked about in other places uh in market masters and other events and stuff where does that come from. 1040 00:35:35.991 --> 00:35:37.352 Is that something you learned in a war room? 1041 00:35:37.353 --> 00:35:38.553 Is that something that's been inherent? 1042 00:35:38.993 --> 00:35:41.875 Did you hear a podcast somewhere or someone talks about it and inspired you? 1043 00:35:41.876 --> 00:35:42.536 Where did that come from? 1044 00:35:43.196 --> 00:35:43.396 Yeah. 1045 00:35:43.616 --> 00:35:46.839 So that's where the shiny objects are actually like very, 1046 00:35:46.899 --> 00:35:47.559 very helpful. 1047 00:35:48.620 --> 00:35:51.862 So to answer your question about like my hiring process, 1048 00:35:52.383 --> 00:35:57.626 my hiring process is basically a culmination of reading some books, 1049 00:35:58.187 --> 00:36:00.068 but mostly attending conferences. 1050 00:36:00.609 --> 00:36:03.971 And either it's a speaker that says something that I'm like. 1051 00:36:04.267 --> 00:36:05.968 that's a really good question to ask, 1052 00:36:06.088 --> 00:36:08.930 or that's a really good stage of how they hire people. 1053 00:36:09.491 --> 00:36:11.132 I'm going to add that to my process. 1054 00:36:12.012 --> 00:36:13.273 And in turn, 1055 00:36:13.373 --> 00:36:16.115 I've been able to create a more fleshed out system. 1056 00:36:17.096 --> 00:36:17.836 But it wasn't like, 1057 00:36:17.876 --> 00:36:17.996 oh, 1058 00:36:18.016 --> 00:36:19.637 I followed somebody else's playbook. 1059 00:36:19.677 --> 00:36:21.319 It was somebody had this idea. 1060 00:36:22.159 --> 00:36:23.520 I'm really good at that. 1061 00:36:23.560 --> 00:36:23.720 Like, 1062 00:36:23.740 --> 00:36:25.501 here's where my creativity shines through. 1063 00:36:25.521 --> 00:36:26.242 And my wife says, 1064 00:36:26.442 --> 00:36:26.622 like, 1065 00:36:27.122 --> 00:36:28.884 I don't know where this creativity comes from, 1066 00:36:29.344 --> 00:36:30.024 but I'm not like, 1067 00:36:30.625 --> 00:36:31.225 artistically, 1068 00:36:31.305 --> 00:36:32.046 I'm horrendous. 1069 00:36:32.146 --> 00:36:32.326 Like, 1070 00:36:32.346 --> 00:36:33.487 I'm not creative that way. 1071 00:36:33.995 --> 00:36:36.277 But from a business perspective, 1072 00:36:36.697 --> 00:36:37.037 like I'm, 1073 00:36:37.898 --> 00:36:39.199 I'm fairly creative. 1074 00:36:39.619 --> 00:36:41.380 So like with the TikTok stuff, 1075 00:36:41.480 --> 00:36:41.720 right. 1076 00:36:42.081 --> 00:36:44.082 I had heard what other people were doing. 1077 00:36:44.622 --> 00:36:47.064 And then I just applied some of those things that, 1078 00:36:47.144 --> 00:36:47.384 you know, 1079 00:36:47.484 --> 00:36:48.945 I had learned from Perry Belcher, 1080 00:36:49.426 --> 00:36:51.447 things that I had learned from Ryan Dice, 1081 00:36:51.887 --> 00:36:53.208 things that I have learned from, 1082 00:36:54.089 --> 00:36:54.329 you know, 1083 00:36:54.629 --> 00:36:54.769 your, 1084 00:36:54.969 --> 00:36:56.871 your market masters events, 1085 00:36:56.931 --> 00:36:57.211 Kevin. 1086 00:36:57.731 --> 00:36:58.472 And then I just like, 1087 00:36:58.972 --> 00:37:01.194 I drip them in and I test them out. 1088 00:37:01.694 --> 00:37:02.555 And so really like, 1089 00:37:02.575 --> 00:37:03.035 I think like, 1090 00:37:03.235 --> 00:37:08.196 here's the lesson learned is people should always be learning, 1091 00:37:08.737 --> 00:37:14.218 always be learning and be in the right rooms with the smart people so that you can learn these things. 1092 00:37:14.378 --> 00:37:14.638 And 1093 00:37:15.098 --> 00:37:21.240 I don't think it's necessarily like I can't pinpoint anything to it was this one presentation that changed my life, 1094 00:37:21.760 --> 00:37:22.840 but it was always like, 1095 00:37:23.281 --> 00:37:32.083 it's a culmination of all these things that I've learned that I've then been able to adapt into my own filters and systems that have made it as powerful. 1096 00:37:32.511 --> 00:37:33.211 as it is today. 1097 00:37:33.671 --> 00:37:35.592 It's interesting you say that because I go to, 1098 00:37:36.612 --> 00:37:37.953 as you and Norm both know, 1099 00:37:37.993 --> 00:37:38.853 I go to a lot of events. 1100 00:37:38.873 --> 00:37:41.253 I'm cutting that back some and being more selective. 1101 00:37:41.354 --> 00:37:43.454 I've got some new rules, 1102 00:37:43.534 --> 00:37:49.336 but what I get from them is not necessarily a new shiny object. 1103 00:37:50.076 --> 00:37:52.717 The only one really in the last five years is to do a newsletter, 1104 00:37:52.877 --> 00:37:54.437 but that's something I did 20 years ago. 1105 00:37:54.457 --> 00:37:55.998 And it just reminded me as a kick in the butt, 1106 00:37:56.018 --> 00:37:56.158 like, 1107 00:37:56.159 --> 00:37:56.278 hey, 1108 00:37:56.338 --> 00:37:56.598 Kevin, 1109 00:37:57.138 --> 00:37:57.738 you're missing this. 1110 00:37:57.739 --> 00:37:58.238 You should do it. 1111 00:37:58.239 --> 00:37:59.119 So I started the newsletter. 1112 00:37:59.120 --> 00:38:00.119 That's the only like new. 1113 00:38:01.119 --> 00:38:02.819 business channel that's come from it recently. 1114 00:38:03.400 --> 00:38:06.621 But I hear stuff and I treat them like brainstorming sessions. 1115 00:38:07.921 --> 00:38:11.782 Or I'll listen to podcasts or I'll watch webinars in 2 or 3X. 1116 00:38:12.362 --> 00:38:15.043 I'm just looking for that one little thing that I can apply. 1117 00:38:15.223 --> 00:38:16.903 And it's a curation. 1118 00:38:17.323 --> 00:38:18.684 It's like exactly what you said, 1119 00:38:18.704 --> 00:38:19.984 where you heard this one person say this, 1120 00:38:19.985 --> 00:38:21.064 you heard this person say this, 1121 00:38:21.124 --> 00:38:21.705 this one say this. 1122 00:38:22.005 --> 00:38:23.005 Let me put them all together. 1123 00:38:23.745 --> 00:38:28.867 And if you're not constantly learning and constantly listening to stuff or going to these events, 1124 00:38:29.587 --> 00:38:30.487 you're not going to get that. 1125 00:38:31.007 --> 00:38:31.127 Uh, 1126 00:38:31.128 --> 00:38:33.588 you're going to get a very myopic view of stuff. 1127 00:38:33.608 --> 00:38:37.130 And I think that's what happens with the law entrepreneurs because they don't, 1128 00:38:37.710 --> 00:38:38.811 they don't do the learning, 1129 00:38:39.291 --> 00:38:39.411 uh, 1130 00:38:39.412 --> 00:38:39.611 or they, 1131 00:38:39.651 --> 00:38:40.471 they say they're going to, 1132 00:38:40.511 --> 00:38:41.592 and they subscribe to stuff, 1133 00:38:41.593 --> 00:38:42.272 but they never listen. 1134 00:38:42.532 --> 00:38:42.832 They never, 1135 00:38:42.833 --> 00:38:42.952 uh, 1136 00:38:43.032 --> 00:38:45.313 they're too busy with life. 1137 00:38:45.333 --> 00:38:45.453 Uh, 1138 00:38:46.134 --> 00:38:47.755 and I think that's what sets, 1139 00:38:48.515 --> 00:38:48.895 uh, 1140 00:38:48.935 --> 00:38:50.956 sets the big ones apart. 1141 00:38:50.996 --> 00:38:51.436 I think it was, 1142 00:38:51.836 --> 00:38:52.156 who was it? 1143 00:38:52.157 --> 00:38:53.377 It was one of the guys on Shark Tank. 1144 00:38:53.378 --> 00:38:53.417 Uh, 1145 00:38:53.418 --> 00:38:53.537 the, 1146 00:38:53.917 --> 00:38:54.798 the guy from Canada. 1147 00:38:54.978 --> 00:38:55.178 Um, 1148 00:38:55.798 --> 00:38:57.079 you said Robert. 1149 00:38:57.259 --> 00:38:57.399 Yeah. 1150 00:38:57.975 --> 00:38:59.136 He recently said something, 1151 00:38:59.376 --> 00:39:03.237 I saw something come across TikTok and someone was interviewing him and it was a little short, 1152 00:39:03.437 --> 00:39:03.677 short. 1153 00:39:03.678 --> 00:39:04.038 And he's like, 1154 00:39:04.078 --> 00:39:05.978 these are the three things that we analyzed, 1155 00:39:06.539 --> 00:39:07.259 all the billionaires, 1156 00:39:07.279 --> 00:39:09.940 all 237 billionaires or whatever they are in the world. 1157 00:39:10.520 --> 00:39:12.881 And these are the three characters we found in common. 1158 00:39:13.021 --> 00:39:14.142 One of them was discipline. 1159 00:39:15.282 --> 00:39:15.562 One of them, 1160 00:39:16.463 --> 00:39:17.103 but a second one, 1161 00:39:17.104 --> 00:39:18.343 I can't remember exactly the third one, 1162 00:39:18.344 --> 00:39:19.964 but the second one was constantly learning, 1163 00:39:20.664 --> 00:39:22.945 constantly learning and not just in their field, 1164 00:39:22.985 --> 00:39:25.026 but in other fields as well. 1165 00:39:25.466 --> 00:39:26.006 And like you said, 1166 00:39:26.007 --> 00:39:27.187 they don't have to be the expert. 1167 00:39:28.754 --> 00:39:30.940 But they can put the dots together. 1168 00:39:31.822 --> 00:39:36.274 And I think that's a skill that a lot of people don't have and a lot of entrepreneurs struggle with. 1169 00:39:38.338 --> 00:39:40.880 I think that in general for anybody, 1170 00:39:40.980 --> 00:39:47.204 whether you're in the marketing space or you're just an entrepreneur at heart, 1171 00:39:50.647 --> 00:39:56.391 the main thing that you should be focused on is casting a vision and knowing where you're going. 1172 00:39:56.571 --> 00:39:57.691 I hear a lot of people, 1173 00:39:57.751 --> 00:39:58.112 Kevin, 1174 00:39:58.832 --> 00:40:01.514 especially in the Amazon space where I first started, 1175 00:40:02.935 --> 00:40:06.317 that they see this as just like their break for... 1176 00:40:07.338 --> 00:40:08.259 financial freedom, 1177 00:40:08.519 --> 00:40:08.839 right? 1178 00:40:09.800 --> 00:40:12.523 And there's a lot of these people that create these, 1179 00:40:12.843 --> 00:40:13.063 you know, 1180 00:40:13.383 --> 00:40:14.464 they cross seven figures, 1181 00:40:14.524 --> 00:40:15.565 maybe eight figures. 1182 00:40:16.006 --> 00:40:16.886 And then guess what I hear? 1183 00:40:17.147 --> 00:40:18.328 They're starting yet again, 1184 00:40:18.768 --> 00:40:19.449 another brand, 1185 00:40:20.109 --> 00:40:20.750 another brand, 1186 00:40:21.150 --> 00:40:21.811 another brand, 1187 00:40:22.131 --> 00:40:22.792 another brand. 1188 00:40:24.633 --> 00:40:32.420 I feel like a lot of people do themselves a disservice when they're not willing to learn and do the hard things. 1189 00:40:33.301 --> 00:40:34.482 That's been something that I've... 1190 00:40:34.762 --> 00:40:35.923 tried to teach my team. 1191 00:40:35.963 --> 00:40:38.385 We were literally just talking about this yesterday. 1192 00:40:39.406 --> 00:40:42.508 Last year was a very challenging year for our business. 1193 00:40:42.849 --> 00:40:43.729 For the first time ever, 1194 00:40:43.830 --> 00:40:47.593 I had to invest my own personal funds back into the business to be able to fund payroll. 1195 00:40:48.433 --> 00:40:51.796 So it was a very down year, 1196 00:40:51.876 --> 00:40:53.097 very challenging year for us. 1197 00:40:55.059 --> 00:40:57.881 And so it was stressful and it was painful. 1198 00:40:58.482 --> 00:40:58.622 Well, 1199 00:40:58.642 --> 00:40:58.982 guess what? 1200 00:40:59.122 --> 00:41:00.023 On the flip side, 1201 00:41:00.183 --> 00:41:01.724 this year we're up 75, 1202 00:41:01.824 --> 00:41:03.146 100%. 1203 00:41:03.206 --> 00:41:03.526 And we're... 1204 00:41:03.746 --> 00:41:04.507 we're doing great. 1205 00:41:04.847 --> 00:41:05.447 But guess what? 1206 00:41:05.868 --> 00:41:08.150 It's still painful and it's still stressful. 1207 00:41:08.830 --> 00:41:10.852 And so the realization has come to this, 1208 00:41:10.932 --> 00:41:11.172 like, 1209 00:41:11.733 --> 00:41:11.953 look, 1210 00:41:12.453 --> 00:41:15.396 business life is stressful. 1211 00:41:15.416 --> 00:41:16.436 It means you're living, 1212 00:41:16.937 --> 00:41:17.257 right? 1213 00:41:17.858 --> 00:41:26.124 I would much rather have the stress and the pain that comes from growing than I would from declining. 1214 00:41:26.565 --> 00:41:28.666 But do you know where that growth really comes from? 1215 00:41:29.267 --> 00:41:32.770 It's when you lean in and you have to do the hard things. 1216 00:41:33.194 --> 00:41:36.477 And my favorite analogy is this in the business world, 1217 00:41:36.577 --> 00:41:38.779 which is just like playing a video game. 1218 00:41:39.239 --> 00:41:40.760 And you go back and you had to like, 1219 00:41:40.801 --> 00:41:41.962 you had to beat levels, 1220 00:41:42.462 --> 00:41:42.702 right? 1221 00:41:42.722 --> 00:41:43.843 And there was always a boss. 1222 00:41:43.943 --> 00:41:45.284 Alex Ramosi talks about this. 1223 00:41:45.665 --> 00:41:50.549 There was a boss at the end of every level and were a difficult challenge that you had to overcome. 1224 00:41:50.550 --> 00:41:50.989 And guess what? 1225 00:41:51.269 --> 00:41:57.354 You were probably going to die nine times before you actually succeeded on the 10th time. 1226 00:41:58.255 --> 00:42:01.318 And that's where I feel like people give up too often. 1227 00:42:01.834 --> 00:42:03.335 is they can't beat this boss. 1228 00:42:03.655 --> 00:42:05.976 They're able to beat the first boss, 1229 00:42:06.016 --> 00:42:06.437 which is like, 1230 00:42:06.477 --> 00:42:06.677 okay, 1231 00:42:06.697 --> 00:42:09.338 I crossed a million dollars on Amazon or whatever it is. 1232 00:42:09.999 --> 00:42:13.300 But then maybe your friend on the TikTok side of things, 1233 00:42:13.360 --> 00:42:13.601 right? 1234 00:42:14.781 --> 00:42:19.604 The next boss that you have to beat is going to be a challenging boss, 1235 00:42:19.704 --> 00:42:19.904 right? 1236 00:42:19.924 --> 00:42:21.825 If they're doing 21 million on TikTok, 1237 00:42:22.365 --> 00:42:23.926 they might be stretched thin now, 1238 00:42:24.306 --> 00:42:26.488 but guess what the boss is that they need to beat? 1239 00:42:26.928 --> 00:42:28.569 They need to beat the boss of guess what? 1240 00:42:29.009 --> 00:42:30.530 You need to be able to hire somebody. 1241 00:42:30.998 --> 00:42:36.440 a growth marketer or a COO that can come in here and run your existing TikTok business. 1242 00:42:36.941 --> 00:42:38.861 Keep that afloat while you then go say, 1243 00:42:39.221 --> 00:42:39.542 guess what? 1244 00:42:39.562 --> 00:42:42.963 And then I could double my brand if we go over here to Amazon. 1245 00:42:43.023 --> 00:42:43.603 So let me, 1246 00:42:44.244 --> 00:42:45.744 I'm making $21 million. 1247 00:42:46.064 --> 00:42:47.265 Their net's probably what? 1248 00:42:47.705 --> 00:42:48.305 At least two, 1249 00:42:48.445 --> 00:42:49.346 5 million bucks. 1250 00:42:51.126 --> 00:42:51.287 It's 1251 00:42:51.687 --> 00:42:52.507 6%. 1252 00:42:53.507 --> 00:42:53.928 So it's 6%. 1253 00:42:54.068 --> 00:42:54.308 All right. 1254 00:42:54.548 --> 00:42:54.768 Okay. 1255 00:42:55.588 --> 00:42:55.848 Still, 1256 00:42:56.028 --> 00:42:56.909 you're still doing well, 1257 00:42:57.309 --> 00:42:57.529 right? 1258 00:42:57.609 --> 00:42:59.370 You're still above a million dollars 1259 00:42:59.798 --> 00:43:08.922 So you take that and you go invest it into hiring a six-figure entrepreneur or growth marketer that can go run an Amazon for you. 1260 00:43:09.122 --> 00:43:10.362 And you go give them that playbook. 1261 00:43:10.803 --> 00:43:11.903 Long story short is this, 1262 00:43:11.983 --> 00:43:18.386 I feel like too many people give up and they're not willing to go through figuring out how to beat that boss, 1263 00:43:18.706 --> 00:43:19.206 level up. 1264 00:43:19.666 --> 00:43:21.187 And so the grass is always greener. 1265 00:43:21.267 --> 00:43:21.587 They say, 1266 00:43:21.667 --> 00:43:22.047 well, 1267 00:43:22.048 --> 00:43:23.748 I know how to go make a couple million bucks. 1268 00:43:23.768 --> 00:43:25.149 I'll just go start a new brand. 1269 00:43:25.769 --> 00:43:28.030 But if you were to really cast that true long vision. 1270 00:43:28.310 --> 00:43:29.371 That's why I say for myself, 1271 00:43:29.431 --> 00:43:30.272 it's nine figures. 1272 00:43:30.812 --> 00:43:31.313 So for me, 1273 00:43:32.113 --> 00:43:33.394 I know that's my vision and 1274 00:43:33.775 --> 00:43:34.896 I've got a lot of obstacles. 1275 00:43:34.936 --> 00:43:36.697 I got a lot of bosses that I need to be. 1276 00:43:36.897 --> 00:43:39.960 I'm at level one right now and I got to get to level 10. 1277 00:43:41.161 --> 00:43:51.690 But it's being willing to be patient with myself and knowing the amount of growth that comes as I just continue to do and focus on the hard things because most people don't. 1278 00:43:51.930 --> 00:43:52.171 Kevin, 1279 00:43:52.231 --> 00:43:54.292 I shared that at Billion Dollar Seller Summit. 1280 00:43:54.312 --> 00:43:56.034 That's the way I wrapped up my presentation. 1281 00:43:56.974 --> 00:44:00.617 do the hard things because most people won't. 1282 00:44:01.037 --> 00:44:06.761 So that's why my hiring process is ridiculously hard for people to come through. 1283 00:44:07.362 --> 00:44:09.263 That's why my creator process, 1284 00:44:09.403 --> 00:44:12.846 it's ridiculously hard because most people won't do it. 1285 00:44:13.366 --> 00:44:16.208 But the people I attract and that ultimately come through that, 1286 00:44:16.608 --> 00:44:17.669 they're worth their weight in gold. 1287 00:44:18.550 --> 00:44:18.770 You know, 1288 00:44:18.990 --> 00:44:21.812 I listened to what you said there and very insightful, 1289 00:44:22.493 --> 00:44:24.274 but there are 1290 00:44:24.622 --> 00:44:26.544 a bunch of people that get into 1291 00:44:27.446 --> 00:44:28.607 Amazon, Walmart, 1292 00:44:28.627 --> 00:44:28.987 whatever, 1293 00:44:29.148 --> 00:44:29.949 building a brand, 1294 00:44:30.870 --> 00:44:33.193 and they don't understand what it takes. 1295 00:44:33.233 --> 00:44:40.602 They watch a YouTube video and now they're all in with one toe and they get kicked between the legs and they're down. 1296 00:44:41.589 --> 00:44:50.013 There's a lot of people that are in business right now that should not be in business and they should get out and fail quickly. 1297 00:44:50.553 --> 00:44:51.093 And, 1298 00:44:51.313 --> 00:44:51.553 you know, 1299 00:44:51.653 --> 00:44:51.933 if you, 1300 00:44:52.474 --> 00:44:55.035 if you can't stand there and get kicked two, 1301 00:44:55.175 --> 00:44:55.475 three, 1302 00:44:55.655 --> 00:44:55.855 four, 1303 00:44:55.955 --> 00:44:59.797 five times in between the legs and not get up, 1304 00:45:00.137 --> 00:45:02.678 brush it off and you can learn to do it. 1305 00:45:03.018 --> 00:45:05.879 But if you don't have that risk evaluation, 1306 00:45:06.540 --> 00:45:09.501 then being an entrepreneur is not for you. 1307 00:45:10.441 --> 00:45:10.741 How do you, 1308 00:45:10.821 --> 00:45:10.941 yeah, 1309 00:45:11.001 --> 00:45:12.162 like on that same note, 1310 00:45:12.163 --> 00:45:13.203 how do you know when to give up? 1311 00:45:13.263 --> 00:45:16.525 You just said you got these bosses and you might have 10 levels to go. 1312 00:45:17.085 --> 00:45:17.245 Yeah. 1313 00:45:17.305 --> 00:45:17.805 How do you know, 1314 00:45:17.865 --> 00:45:18.025 like, 1315 00:45:18.085 --> 00:45:18.326 okay, 1316 00:45:18.366 --> 00:45:19.826 I got past one, 1317 00:45:19.846 --> 00:45:20.447 I'm past two. 1318 00:45:20.687 --> 00:45:20.967 All right, 1319 00:45:20.987 --> 00:45:22.108 this just ain't working. 1320 00:45:22.628 --> 00:45:23.188 This just, 1321 00:45:23.308 --> 00:45:23.729 how do you know? 1322 00:45:23.749 --> 00:45:28.511 And that's what Norm is referring to is like a lot of people should be giving up and moving on to something else. 1323 00:45:28.791 --> 00:45:29.312 And they're not. 1324 00:45:29.392 --> 00:45:30.052 So what's, 1325 00:45:30.412 --> 00:45:30.552 what, 1326 00:45:31.133 --> 00:45:31.753 in your mind, 1327 00:45:32.594 --> 00:45:32.954 what is, 1328 00:45:33.554 --> 00:45:35.856 how do you make that judgment of that decision? 1329 00:45:36.456 --> 00:45:36.576 Yeah, 1330 00:45:36.676 --> 00:45:37.637 I think it's fantastic. 1331 00:45:37.657 --> 00:45:38.317 So I think like... 1332 00:45:38.597 --> 00:45:40.438 when you go through that ice scoring method, 1333 00:45:40.698 --> 00:45:40.998 right? 1334 00:45:41.078 --> 00:45:42.679 As I look at different priorities, 1335 00:45:42.719 --> 00:45:45.141 like I've got to have a goal that gets into it, 1336 00:45:45.261 --> 00:45:45.541 right? 1337 00:45:46.041 --> 00:45:47.542 So here was our goal for 1338 00:45:47.922 --> 00:45:49.563 TikTok shop last year, 1339 00:45:49.783 --> 00:45:50.043 right? 1340 00:45:50.123 --> 00:45:51.404 Because that was our Hail Mary. 1341 00:45:51.964 --> 00:45:53.045 When times were tough, 1342 00:45:53.046 --> 00:45:53.465 I was like, 1343 00:45:53.485 --> 00:45:53.725 all right, 1344 00:45:53.726 --> 00:45:55.166 we got to figure something else out, 1345 00:45:55.686 --> 00:45:55.947 right? 1346 00:45:56.007 --> 00:45:58.868 And so- Just when usually the best stuff happens is when times are tough. 1347 00:45:58.869 --> 00:45:59.669 Yeah, 1348 00:45:59.809 --> 00:46:00.029 you're- 1349 00:46:00.449 --> 00:46:02.090 Best ideas come out at that time. 1350 00:46:02.590 --> 00:46:02.710 Yeah. 1351 00:46:02.770 --> 00:46:03.771 Backs are up against the wall. 1352 00:46:03.791 --> 00:46:04.191 So Kevin, 1353 00:46:04.291 --> 00:46:05.072 this is the answer. 1354 00:46:05.572 --> 00:46:07.553 My back was up against the dang wall. 1355 00:46:08.637 --> 00:46:09.658 It's up against the wall. 1356 00:46:10.118 --> 00:46:13.681 I can either figure this thing out or guess what? 1357 00:46:14.241 --> 00:46:21.226 Like it's probably going to be a really rough year and we're going to have to start laying off more people and maybe that's the end of our business, 1358 00:46:21.346 --> 00:46:21.626 right? 1359 00:46:22.167 --> 00:46:22.427 Like, 1360 00:46:23.348 --> 00:46:29.412 so if you approach and what I learned is it's a matter of volume. 1361 00:46:29.892 --> 00:46:33.915 Most people do this and people will ask me about TikTok shop. 1362 00:46:33.916 --> 00:46:34.175 They're like, 1363 00:46:34.215 --> 00:46:36.257 how are you having success on TikTok? 1364 00:46:37.049 --> 00:46:37.630 And I'm like, 1365 00:46:37.670 --> 00:46:37.930 well, 1366 00:46:38.210 --> 00:46:39.831 we reach out to a bunch of creators. 1367 00:46:40.432 --> 00:46:41.052 And so they're like, 1368 00:46:41.293 --> 00:46:41.413 yeah, 1369 00:46:41.553 --> 00:46:42.434 I've done that. 1370 00:46:42.994 --> 00:46:43.234 Man, 1371 00:46:43.254 --> 00:46:45.116 the videos they create are terrible. 1372 00:46:45.196 --> 00:46:47.137 And I've generated like maybe two cells. 1373 00:46:47.758 --> 00:46:49.039 This is the question I ask them. 1374 00:46:49.519 --> 00:46:49.679 Well, 1375 00:46:49.820 --> 00:46:51.281 how many samples did you give out? 1376 00:46:51.301 --> 00:46:53.202 Like how many creators are we talking about? 1377 00:46:53.883 --> 00:46:55.924 And the answer is oftentimes 1378 00:46:56.825 --> 00:46:58.386 50, maybe 100. 1379 00:46:58.406 --> 00:46:59.287 And they're impressed. 1380 00:47:00.348 --> 00:47:02.910 They feel pretty good about themselves if they can say 100. 1381 00:47:03.531 --> 00:47:04.331 And then I say like, 1382 00:47:04.531 --> 00:47:05.752 and then I laugh and I say, 1383 00:47:05.792 --> 00:47:06.193 okay. 1384 00:47:06.805 --> 00:47:07.225 That's like, 1385 00:47:07.986 --> 00:47:08.886 try a thousand, 1386 00:47:09.707 --> 00:47:10.007 right? 1387 00:47:10.708 --> 00:47:10.948 Try 1388 00:47:11.648 --> 00:47:12.089 10x that. 1389 00:47:12.949 --> 00:47:15.351 And what I've learned from this is like, 1390 00:47:16.111 --> 00:47:17.673 I went all in, 1391 00:47:17.793 --> 00:47:18.113 Kevin. 1392 00:47:18.533 --> 00:47:20.234 I was messaging creators, 1393 00:47:20.795 --> 00:47:25.698 thousands of creators to try to pitch my product, 1394 00:47:26.479 --> 00:47:26.779 right? 1395 00:47:26.879 --> 00:47:29.180 To try to get them to promote my product. 1396 00:47:29.701 --> 00:47:30.781 And it was not easy. 1397 00:47:31.242 --> 00:47:35.785 And it was a lot of hours myself trying to get this out. 1398 00:47:36.277 --> 00:47:37.318 But most people give up. 1399 00:47:38.038 --> 00:47:40.379 And that's why I go back to like the boss was, 1400 00:47:40.780 --> 00:47:40.900 oh, 1401 00:47:40.940 --> 00:47:41.580 I tried this. 1402 00:47:41.860 --> 00:47:43.101 The easy button didn't work, 1403 00:47:43.181 --> 00:47:43.461 Kevin. 1404 00:47:44.042 --> 00:47:44.782 I tried this. 1405 00:47:45.102 --> 00:47:46.603 I clicked a few different people. 1406 00:47:46.823 --> 00:47:47.184 I said, 1407 00:47:47.224 --> 00:47:47.564 okay, 1408 00:47:47.704 --> 00:47:49.145 I'll send you out some samples. 1409 00:47:49.905 --> 00:47:52.126 But that only took him just a few hours to do that. 1410 00:47:52.647 --> 00:47:54.428 I'm talking about a full month. 1411 00:47:55.128 --> 00:47:55.709 Whereas like 1412 00:47:56.049 --> 00:48:01.892 I'm all in on this thing and I'm not going to stop until I've got somebody that's going to like actually move the needle for me. 1413 00:48:03.701 --> 00:48:05.742 The best and then I'll come back and circle to like, 1414 00:48:05.782 --> 00:48:06.002 okay, 1415 00:48:06.003 --> 00:48:07.763 so when do you know when you actually should give up? 1416 00:48:08.304 --> 00:48:09.645 But the last portion is this. 1417 00:48:12.246 --> 00:48:15.268 When you look at the volume that YouTubers, 1418 00:48:16.489 --> 00:48:24.053 the amount of time that they take planning the number of videos and the number of ideas that they kill. 1419 00:48:24.774 --> 00:48:25.854 But most importantly, 1420 00:48:26.054 --> 00:48:28.496 the number of YouTube thumbnails that they create. 1421 00:48:32.349 --> 00:48:39.991 Are you looking to quickly boost new Amazon product launches or scale up existing listings to reach first page positioning? 1422 00:48:40.431 --> 00:48:43.212 The influencer platform Stack Influence can help. 1423 00:48:43.652 --> 00:48:44.232 That's right. 1424 00:48:44.312 --> 00:48:53.755 Stack Influence pushes high volume external traffic sales straight to Amazon listings using micro influencers that you only have to pay with your products. 1425 00:48:54.715 --> 00:49:01.617 They've helped up-and-coming brands like Magic Spoon compete with Cheerios for top category positioning while... 1426 00:49:01.837 --> 00:49:06.719 also helping Fortune 500 brands like Unilever launch their new products. 1427 00:49:07.400 --> 00:49:10.901 Right now is one of the best times to get started with Stack Influence. 1428 00:49:11.242 --> 00:49:19.205 You can sign up at stackinfluence.com or click the link in this video down in the description or notes below and mention Misfits, 1429 00:49:19.225 --> 00:49:21.266 that's M-I-S-F-I-T-S, 1430 00:49:21.566 --> 00:49:22.387 to get 10% 1431 00:49:22.487 --> 00:49:23.948 off your first campaign. 1432 00:49:25.188 --> 00:49:26.829 Stackinfluence.com. 1433 00:49:31.689 --> 00:49:33.736 before they even publish the video, 1434 00:49:34.377 --> 00:49:35.160 they will test. 1435 00:49:35.856 --> 00:49:39.419 thousands of pieces of thumbnails. 1436 00:49:39.459 --> 00:49:39.979 Like Mr. 1437 00:49:40.019 --> 00:49:46.864 Beast will test a thousand different pieces of thumbnails to see which one will work before he'll actually like release that video, 1438 00:49:47.124 --> 00:49:47.364 right? 1439 00:49:48.084 --> 00:49:49.105 And it performs well. 1440 00:49:49.425 --> 00:49:51.006 Like that's the level of scale. 1441 00:49:51.046 --> 00:49:52.888 I think like people just dismiss that. 1442 00:49:53.848 --> 00:49:54.669 They think that Mr. 1443 00:49:54.729 --> 00:50:02.294 Beast shoots a video on his phone and posts it and people just love him and they just flock to him. 1444 00:50:02.314 --> 00:50:04.856 It's like you don't understand the amount of volume. 1445 00:50:05.256 --> 00:50:07.737 in time that that guy has put into every video. 1446 00:50:08.237 --> 00:50:09.318 Most people think they're like, 1447 00:50:09.778 --> 00:50:09.898 oh, 1448 00:50:09.938 --> 00:50:10.838 for a one hour video, 1449 00:50:10.978 --> 00:50:11.139 what? 1450 00:50:11.179 --> 00:50:12.259 I spent three hours, 1451 00:50:12.319 --> 00:50:13.359 maybe some light editing. 1452 00:50:13.379 --> 00:50:13.680 It's like, 1453 00:50:13.720 --> 00:50:13.840 no, 1454 00:50:14.500 --> 00:50:19.182 try a hundred hours that got edited down to an hour. 1455 00:50:19.242 --> 00:50:21.383 So to circle back to like, 1456 00:50:21.483 --> 00:50:23.284 so at what point do you give up? 1457 00:50:24.184 --> 00:50:25.525 I feel like for me, 1458 00:50:25.885 --> 00:50:26.965 anything that we've done, 1459 00:50:27.625 --> 00:50:28.966 like you heard my earlier story, 1460 00:50:29.006 --> 00:50:32.007 like I invested two and a half years into something and I didn't give up, 1461 00:50:32.067 --> 00:50:32.427 Kevin. 1462 00:50:35.228 --> 00:50:37.630 I think you keep going until like you have, 1463 00:50:37.911 --> 00:50:40.053 you have a better alternative. 1464 00:50:41.674 --> 00:50:45.138 So my alternative to tick tock last year was like, 1465 00:50:45.198 --> 00:50:46.079 I knew it was this. 1466 00:50:46.699 --> 00:50:51.764 It's either going to be retail for our business or it's going to be tick tock shop that, 1467 00:50:51.864 --> 00:50:52.946 that helps us break out. 1468 00:50:54.147 --> 00:50:55.008 Two thumbs up. 1469 00:51:00.304 --> 00:51:01.265 If anybody wants, 1470 00:51:01.525 --> 00:51:04.867 those of you listening to this podcast now got to go check out the YouTube video. 1471 00:51:04.868 --> 00:51:05.168 Yeah, 1472 00:51:05.169 --> 00:51:06.168 that was hilarious. 1473 00:51:08.110 --> 00:51:08.910 The balloons just. 1474 00:51:08.950 --> 00:51:09.971 It's a celebration. 1475 00:51:12.633 --> 00:51:12.773 But 1476 00:51:13.213 --> 00:51:14.674 I knew what my alternative was, 1477 00:51:14.734 --> 00:51:15.014 Kevin, 1478 00:51:15.075 --> 00:51:15.335 right? 1479 00:51:15.395 --> 00:51:16.135 That it was like, 1480 00:51:16.235 --> 00:51:16.496 okay, 1481 00:51:16.656 --> 00:51:17.756 if this doesn't work, 1482 00:51:17.856 --> 00:51:19.237 then this is my alternative. 1483 00:51:19.257 --> 00:51:22.380 But I also know that going into retail is not going to be easy. 1484 00:51:22.920 --> 00:51:24.421 And so it's still on my plate. 1485 00:51:25.122 --> 00:51:27.483 It's still on my roadmap of something that we will do. 1486 00:51:28.184 --> 00:51:28.524 but like 1487 00:51:28.952 --> 00:51:35.874 I'm going to go all in and I want thousands of hours invested into this thing before I'm going to say like, 1488 00:51:36.434 --> 00:51:37.474 it doesn't work for me. 1489 00:51:38.755 --> 00:51:39.295 So I don't know, 1490 00:51:39.375 --> 00:51:39.595 Kevin, 1491 00:51:39.655 --> 00:51:41.916 I don't think it's like a hard and fast rule of like, 1492 00:51:42.236 --> 00:51:43.196 it's not a numbers. 1493 00:51:44.016 --> 00:51:45.217 It's not like a defined 1494 00:51:45.897 --> 00:51:46.937 X amount of revenue. 1495 00:51:48.357 --> 00:51:51.738 It's not a number of X amount of hours that I've invested into it. 1496 00:51:52.098 --> 00:51:53.199 I would just say this, 1497 00:51:53.679 --> 00:51:55.359 if you're going to go into something, 1498 00:51:56.240 --> 00:51:57.080 you have to say like, 1499 00:51:57.220 --> 00:51:57.580 I went. 1500 00:51:58.232 --> 00:51:58.632 all in. 1501 00:51:59.633 --> 00:52:00.834 Because if you said like, 1502 00:52:00.854 --> 00:52:02.314 I gave it a C plus effort, 1503 00:52:02.975 --> 00:52:03.115 well, 1504 00:52:03.116 --> 00:52:04.235 of course it didn't work, 1505 00:52:04.596 --> 00:52:08.458 but it may have worked if you went all in and gave it an A plus effort. 1506 00:52:08.918 --> 00:52:09.338 And so like, 1507 00:52:09.378 --> 00:52:10.199 I think that that's, 1508 00:52:10.399 --> 00:52:17.023 that's where most entrepreneurs go wrong is they try to dip their toes into every little water or every idea that comes their way, 1509 00:52:17.723 --> 00:52:19.844 but nothing ever gets their, 1510 00:52:20.064 --> 00:52:20.705 their best. 1511 00:52:21.305 --> 00:52:22.866 They're not all in on one thing. 1512 00:52:23.446 --> 00:52:25.827 I think a lot of them are looking for that easy button. 1513 00:52:26.168 --> 00:52:26.628 Like you said. 1514 00:52:26.972 --> 00:52:27.533 Exactly. 1515 00:52:27.853 --> 00:52:32.277 So you've spent years developing your brand. 1516 00:52:32.418 --> 00:52:35.741 We understand what happened back during COVID, 1517 00:52:36.462 --> 00:52:38.404 but a lot of entrepreneurs, 1518 00:52:38.464 --> 00:52:39.565 when they're moving forward, 1519 00:52:39.566 --> 00:52:41.186 they see good years of growth, 1520 00:52:41.767 --> 00:52:43.749 but then they have that bad year. 1521 00:52:43.789 --> 00:52:45.230 And I'm kind of curious, 1522 00:52:46.011 --> 00:52:46.592 you were like, 1523 00:52:46.612 --> 00:52:48.353 we've talked for years. 1524 00:52:49.014 --> 00:52:50.295 What happened last year? 1525 00:52:51.188 --> 00:52:52.069 And then all of a sudden, 1526 00:52:52.089 --> 00:52:52.970 now you're back. 1527 00:52:53.611 --> 00:52:55.273 I'm just curious. 1528 00:52:55.533 --> 00:52:56.795 Why did you have such a bad year? 1529 00:52:57.375 --> 00:52:58.016 Yeah, 1530 00:52:58.036 --> 00:53:01.020 he's back because he listened to a podcast on the drive home. 1531 00:53:01.260 --> 00:53:01.560 Remember, 1532 00:53:01.620 --> 00:53:01.821 Norm, 1533 00:53:02.081 --> 00:53:04.824 the value of listening to podcasts that he said in the beginning. 1534 00:53:05.305 --> 00:53:06.446 Marketing Misfits. 1535 00:53:06.546 --> 00:53:09.550 It's true. 1536 00:53:10.531 --> 00:53:10.992 It's true. 1537 00:53:12.068 --> 00:53:12.968 And again, 1538 00:53:13.309 --> 00:53:16.030 I'll always give credit where credit's due. 1539 00:53:16.270 --> 00:53:16.750 Like I say, 1540 00:53:16.810 --> 00:53:17.710 every time I speak, 1541 00:53:17.831 --> 00:53:23.993 I'm a man of faith and I do not dismiss that it was a stroke of inspiration and that the Lord answered my prayer, 1542 00:53:24.453 --> 00:53:24.713 right? 1543 00:53:24.873 --> 00:53:26.374 Gave me the stroke of inspiration, 1544 00:53:26.854 --> 00:53:29.816 enlightened my mind to pursue the route that we pursued. 1545 00:53:30.436 --> 00:53:30.636 But 1546 00:53:31.136 --> 00:53:32.517 Norm, to answer your question, 1547 00:53:32.577 --> 00:53:33.617 which was like, 1548 00:53:33.637 --> 00:53:35.178 why was last year such a bad year? 1549 00:53:35.798 --> 00:53:37.239 Here's where we went wrong, 1550 00:53:37.939 --> 00:53:38.199 okay? 1551 00:53:38.379 --> 00:53:40.100 And this is a very important lesson. 1552 00:53:41.064 --> 00:53:46.766 We went wrong because our number one growth lever has always been launching new products. 1553 00:53:47.506 --> 00:53:47.746 Okay, 1554 00:53:48.386 --> 00:53:49.586 always launching new products. 1555 00:53:50.227 --> 00:53:52.527 Here's where we kind of started to go wrong. 1556 00:53:53.867 --> 00:53:54.868 Our manufacturer, 1557 00:53:54.888 --> 00:53:57.148 we've always sourced our products in the US. 1558 00:53:58.409 --> 00:54:00.429 And we started to really hit like, 1559 00:54:01.109 --> 00:54:08.611 we started to cap out the number of products that we could produce here in the US at an affordable rate. 1560 00:54:09.912 --> 00:54:10.272 And 1561 00:54:10.652 --> 00:54:13.415 I was not willing to confront the boss. 1562 00:54:14.636 --> 00:54:16.617 Here's the boss that I needed to confront. 1563 00:54:18.379 --> 00:54:21.101 I needed to be able to source products elsewhere, 1564 00:54:21.822 --> 00:54:22.983 outside of the US. 1565 00:54:24.304 --> 00:54:30.009 And I was unwilling to confront that boss because logistics sounded challenging. 1566 00:54:30.249 --> 00:54:31.350 I'm not interested in that. 1567 00:54:31.771 --> 00:54:33.432 I also don't want to fly 16, 1568 00:54:33.532 --> 00:54:33.933 17, 1569 00:54:34.013 --> 00:54:37.676 18 hours to go tour different factories and things like that. 1570 00:54:38.069 --> 00:54:40.587 I was content with the way things were. 1571 00:54:41.422 --> 00:54:42.463 But guess what happened? 1572 00:54:42.663 --> 00:54:45.684 My product pipeline started to dry up. 1573 00:54:46.265 --> 00:54:48.086 And I knew this and I told my wife, 1574 00:54:48.166 --> 00:54:48.426 like, 1575 00:54:49.006 --> 00:54:49.667 I know like, 1576 00:54:49.987 --> 00:54:51.648 and I said this back in 2023, 1577 00:54:52.368 --> 00:54:52.628 man, 1578 00:54:52.708 --> 00:54:55.370 if only we could get better products, 1579 00:54:55.371 --> 00:55:00.152 if we actually had somebody sourcing something from Asia for us, 1580 00:55:00.393 --> 00:55:02.354 we could be a totally different brand. 1581 00:55:02.834 --> 00:55:03.674 But I didn't do it. 1582 00:55:04.135 --> 00:55:09.738 And so it finally caught up to us when we launched a couple different products that were manufactured here in the US. 1583 00:55:10.158 --> 00:55:11.599 at like $6 a unit, 1584 00:55:12.220 --> 00:55:16.263 when you could go manufacture that same product for maybe 50 cents overseas. 1585 00:55:17.244 --> 00:55:19.246 And that product didn't go over very well. 1586 00:55:19.606 --> 00:55:21.968 And we dropped six figures into that product launch, 1587 00:55:22.428 --> 00:55:27.312 and it just sucked up all the cash and had no return on it. 1588 00:55:27.433 --> 00:55:27.873 And I was like, 1589 00:55:28.093 --> 00:55:28.513 crap. 1590 00:55:29.774 --> 00:55:31.576 So that's when our back was up against the wall. 1591 00:55:32.817 --> 00:55:36.700 TikTok was that kind of stroke of genius for us. 1592 00:55:37.381 --> 00:55:38.542 But at the same token, 1593 00:55:39.618 --> 00:55:40.859 I took our best, 1594 00:55:41.199 --> 00:55:44.260 one of our best team members on our team. 1595 00:55:44.780 --> 00:55:45.280 And I said, 1596 00:55:45.941 --> 00:55:51.263 your job is to go and source products from an Asian manufacturer. 1597 00:55:52.283 --> 00:55:54.024 We have to figure this out. 1598 00:55:54.744 --> 00:55:56.925 And so that started at that time. 1599 00:55:56.926 --> 00:55:57.165 And so, 1600 00:55:57.305 --> 00:55:57.546 yes, 1601 00:55:57.606 --> 00:55:57.966 we have, 1602 00:55:58.026 --> 00:56:00.487 we started sourcing products overseas. 1603 00:56:00.787 --> 00:56:03.068 So it's a combination of both things working for us. 1604 00:56:03.408 --> 00:56:03.528 A, 1605 00:56:03.628 --> 00:56:04.008 we've got, 1606 00:56:04.629 --> 00:56:07.930 we have been able to increase like just brand awareness. 1607 00:56:08.486 --> 00:56:09.387 for our products, 1608 00:56:09.627 --> 00:56:09.847 right? 1609 00:56:09.947 --> 00:56:12.390 That's the reason why a good portion of our sales, 1610 00:56:12.410 --> 00:56:13.551 like we're up 75% 1611 00:56:13.851 --> 00:56:16.394 year over year is that brand awareness. 1612 00:56:16.494 --> 00:56:17.895 But the second component is like, 1613 00:56:18.496 --> 00:56:18.736 great. 1614 00:56:18.896 --> 00:56:22.159 Now we're sourcing products that we could never have sourced before. 1615 00:56:23.340 --> 00:56:24.501 And so we're back in the game. 1616 00:56:25.042 --> 00:56:25.923 I'm launching products. 1617 00:56:25.943 --> 00:56:29.066 I can compete in all of these other areas that I could see in the past, 1618 00:56:29.466 --> 00:56:31.788 but I was not willing to confront that boss. 1619 00:56:32.409 --> 00:56:33.110 And so Norm, 1620 00:56:33.130 --> 00:56:33.350 like... 1621 00:56:34.114 --> 00:56:38.297 I had like my back was up against the wall and so I had to do the hard things last year. 1622 00:56:38.577 --> 00:56:42.840 Like I literally had to do all the hard things I did not want to previously do because I was 1623 00:56:43.221 --> 00:56:48.244 I was just content with the status quo and it was those ideas. 1624 00:56:48.245 --> 00:56:49.505 So every year in business, 1625 00:56:49.545 --> 00:56:54.609 that's why I say like you unlock levels even every year as a business owner. 1626 00:56:56.110 --> 00:56:56.650 And for me, 1627 00:56:56.790 --> 00:57:01.053 that unlock was like beating the boss of just sourcing products overseas. 1628 00:57:01.453 --> 00:57:02.134 Sounds stupid. 1629 00:57:02.474 --> 00:57:03.735 Because anybody in the Amazon game, 1630 00:57:03.736 --> 00:57:04.195 they're like, 1631 00:57:04.395 --> 00:57:05.256 that's 101, 1632 00:57:05.276 --> 00:57:05.436 bro. 1633 00:57:05.676 --> 00:57:05.896 Like, 1634 00:57:06.076 --> 00:57:06.477 come on. 1635 00:57:07.698 --> 00:57:08.518 But for me, 1636 00:57:08.578 --> 00:57:08.978 it was like, 1637 00:57:09.018 --> 00:57:10.159 I don't want to have to deal with this. 1638 00:57:10.439 --> 00:57:10.620 U.S. 1639 00:57:10.680 --> 00:57:12.321 manufacturing was super easy for me. 1640 00:57:13.882 --> 00:57:14.682 So that's the answer. 1641 00:57:16.243 --> 00:57:16.363 Now, 1642 00:57:16.364 --> 00:57:16.644 you know, 1643 00:57:16.744 --> 00:57:17.064 Norm, 1644 00:57:17.384 --> 00:57:17.584 that 1645 00:57:18.045 --> 00:57:20.366 Josh plays hockey, 1646 00:57:20.446 --> 00:57:20.646 right? 1647 00:57:23.288 --> 00:57:23.889 I heard. 1648 00:57:25.450 --> 00:57:26.230 You play hockey, 1649 00:57:26.290 --> 00:57:26.430 though, 1650 00:57:26.510 --> 00:57:26.751 Norm, 1651 00:57:26.811 --> 00:57:27.011 right? 1652 00:57:27.031 --> 00:57:29.232 Because you're on Midnight League or something, 1653 00:57:29.292 --> 00:57:29.492 right? 1654 00:57:29.493 --> 00:57:31.094 You go at midnight and skate around. 1655 00:57:31.814 --> 00:57:32.975 the Galleria or something. 1656 00:57:33.195 --> 00:57:33.375 Yeah. 1657 00:57:33.915 --> 00:57:35.036 It's called the fossil league. 1658 00:57:35.316 --> 00:57:36.998 It's very popular up here in Canada. 1659 00:57:37.958 --> 00:57:44.523 I play again and I make sure that I'm in that 35 plus year league so that I can play against people like Norm that have their 1660 00:57:45.143 --> 00:57:48.485 Norm. That is a very good hockey playoff beard. 1661 00:57:49.366 --> 00:57:49.486 Yeah. 1662 00:57:49.546 --> 00:57:50.327 I started it, 1663 00:57:50.427 --> 00:57:50.927 uh, 1664 00:57:50.928 --> 00:57:51.167 you know, 1665 00:57:51.247 --> 00:57:51.628 just, 1666 00:57:51.708 --> 00:57:52.068 uh, 1667 00:57:52.168 --> 00:57:54.129 last week when the playoffs started. 1668 00:57:56.331 --> 00:57:58.973 That's for some reason, 1669 00:57:59.113 --> 00:58:00.894 I don't feel like I've ever seen you clean shaven. 1670 00:58:01.914 --> 00:58:20.459 um he's trying to be the buffalo bill in football american football the buffalo bill's mascot you know with the big uh i get it and nobody's gonna be good when they go to the super bowl but uh yeah that's the that's how i release my my frustration and uh pent-up stress is i 1671 00:58:20.460 --> 00:58:30.002 get to go uh shake it all out at midnight on this friday night at the you know playing hockey so just finding something I used to play in 1672 00:58:30.262 --> 00:58:31.503 the men's league as well, 1673 00:58:31.523 --> 00:58:32.723 35 plus. 1674 00:58:33.404 --> 00:58:35.225 I played industrial league after, 1675 00:58:35.805 --> 00:58:36.766 like when I was in my 1676 00:58:37.146 --> 00:58:38.667 20s, but that's frigging rough. 1677 00:58:39.867 --> 00:58:42.449 It's really tough hockey back then anyways. 1678 00:58:42.989 --> 00:58:46.131 And it's being able to go out there, 1679 00:58:47.071 --> 00:58:49.232 rub shoulders with other people. 1680 00:58:49.252 --> 00:58:55.276 And most of the people that I played hockey with were senior vice presidents of this company, 1681 00:58:55.616 --> 00:58:56.856 vice president over here. 1682 00:58:57.337 --> 00:58:59.438 We were able to launch and maintain 1683 00:58:59.778 --> 00:59:22.010 some fortune 500 connections because of that but it wasn't so much the hockey and you know putting somebody into the boards it was afterwards cracking a beer you know this is back in the day when you could do this in the dressing room having a drink going out in the parking lot bringing out the the wings and actually creating that bond and 1684 00:59:22.390 --> 00:59:29.114 it's so important like you just said it you know release that stress and you're able to go home and 1685 00:59:29.395 --> 00:59:30.589 and start the next day. 1686 00:59:31.360 --> 00:59:34.902 Even though it's midnight and you've just had two pounds of wings. 1687 00:59:35.042 --> 00:59:39.024 He comes back after the hockey and I get an email from him at 1.30 in the morning. 1688 00:59:40.845 --> 00:59:43.787 I know if I message him at 4, 1689 00:59:43.847 --> 00:59:44.688 there's going to be no answer. 1690 00:59:44.689 --> 00:59:46.869 I'm surprised he's doing this podcast in the middle of the afternoon. 1691 00:59:48.490 --> 00:59:49.150 If I was you and said, 1692 00:59:49.170 --> 00:59:52.232 can we do it at 12.30? 1693 00:59:52.252 --> 00:59:55.414 It's always higher likelihood. 1694 00:59:55.734 --> 00:59:56.194 Speaking of that, 1695 00:59:56.234 --> 00:59:57.695 how do you balance faith, 1696 00:59:57.835 --> 00:59:58.275 family, 1697 00:59:58.355 --> 00:59:58.875 and business? 1698 00:59:59.396 --> 00:59:59.596 Yeah. 1699 01:00:00.989 --> 01:00:03.531 I don't think there's any balance whatsoever. 1700 01:00:04.051 --> 01:00:07.814 I think everything always shifts from one pendulum to another. 1701 01:00:07.914 --> 01:00:09.516 But as I did mention, 1702 01:00:09.676 --> 01:00:13.139 I'm very regimented with my time. 1703 01:00:14.280 --> 01:00:15.180 And so oftentimes, 1704 01:00:15.200 --> 01:00:17.622 I was talking to my wife about this yesterday. 1705 01:00:17.863 --> 01:00:21.866 I look at all my friends in the corporate world because 1706 01:00:22.246 --> 01:00:23.848 I worked at American Airlines. 1707 01:00:24.828 --> 01:00:28.732 The amount of just wasted time that is in corporate America is beyond... 1708 01:00:29.352 --> 01:00:30.272 beyond mind blowing, 1709 01:00:30.812 --> 01:00:37.734 but like they're texting about different like plays that we should execute at baseball or basketball throughout the day. 1710 01:00:38.294 --> 01:00:39.655 But like my phone's on silent. 1711 01:00:40.495 --> 01:00:40.795 Right. 1712 01:00:40.955 --> 01:00:41.515 And I'm just like, 1713 01:00:41.535 --> 01:00:42.155 I don't get like, 1714 01:00:42.256 --> 01:00:44.096 why my phone's blowing up. 1715 01:00:44.456 --> 01:00:44.716 Where do, 1716 01:00:45.056 --> 01:00:47.657 how do people have this time to chat with people? 1717 01:00:47.677 --> 01:00:49.678 So like the way it works for me is, 1718 01:00:50.218 --> 01:00:52.598 is this every morning 1719 01:00:52.998 --> 01:00:53.459 I'm up at 1720 01:00:53.899 --> 01:00:58.500 7am doing a workout until I go take my kids to school. 1721 01:00:59.040 --> 01:01:00.161 At 8.15 a.m., 1722 01:01:00.741 --> 01:01:01.701 I get back home, 1723 01:01:01.861 --> 01:01:02.862 and at 9 a.m. 1724 01:01:03.362 --> 01:01:06.163 is my kind of devotional scripture study, 1725 01:01:06.503 --> 01:01:07.584 meditation time, 1726 01:01:07.644 --> 01:01:08.044 prayer. 1727 01:01:08.684 --> 01:01:09.624 And then at 10 a.m., 1728 01:01:11.085 --> 01:01:12.065 I either will start, 1729 01:01:12.205 --> 01:01:12.385 like, 1730 01:01:12.526 --> 01:01:14.346 so my days are scheduled as such. 1731 01:01:14.926 --> 01:01:16.487 Mondays are meeting days, 1732 01:01:16.867 --> 01:01:18.488 and then Wednesdays are meeting days. 1733 01:01:19.248 --> 01:01:19.748 Fridays, 1734 01:01:20.409 --> 01:01:20.649 like, 1735 01:01:20.789 --> 01:01:23.790 in the late afternoon will kind of be like a catch-all. 1736 01:01:23.870 --> 01:01:23.990 So, 1737 01:01:24.030 --> 01:01:24.230 like, 1738 01:01:24.790 --> 01:01:26.511 yours happened to be on a Friday, 1739 01:01:26.571 --> 01:01:27.952 so it ended up working out. 1740 01:01:27.972 --> 01:01:28.292 but like 1741 01:01:28.632 --> 01:01:30.353 Mondays and Tuesdays are my meeting days. 1742 01:01:30.854 --> 01:01:30.974 And 1743 01:01:31.554 --> 01:01:32.915 I stack my calendar. 1744 01:01:33.315 --> 01:01:34.316 It's backloaded, 1745 01:01:34.616 --> 01:01:35.337 which means this. 1746 01:01:36.097 --> 01:01:40.680 If I have to be out the door at five o'clock to go coach my kids baseball, 1747 01:01:40.740 --> 01:01:41.401 softball team, 1748 01:01:42.842 --> 01:01:45.584 my last meeting will start at 4.30 or whatever. 1749 01:01:45.764 --> 01:01:49.366 And then every meeting that needs to be stacked on top of that just goes backwards, 1750 01:01:49.426 --> 01:01:49.687 right? 1751 01:01:49.707 --> 01:01:51.088 Until it gets to the front of the day, 1752 01:01:51.528 --> 01:01:52.589 which starts at 10 a.m. 1753 01:01:53.049 --> 01:01:54.490 So Mondays and Wednesdays, 1754 01:01:54.610 --> 01:01:56.251 I backload my days until like, 1755 01:01:56.451 --> 01:01:57.232 to be honest with you, 1756 01:01:57.252 --> 01:01:57.412 like, 1757 01:01:58.256 --> 01:02:04.300 Most Mondays and Wednesdays are like I am on back-to-back calls like literally I don't even have enough time for lunch 1758 01:02:04.980 --> 01:02:19.049 So that's Mondays and Wednesdays and then Tuesdays Thursdays and Fridays are going to be my days where I actually get deep focused work done and this is where I'm actually able to move mountains where I can like 1759 01:02:19.650 --> 01:02:23.412 Sit down and think about like a complex like hiring funnel 1760 01:02:23.924 --> 01:02:26.025 or a TikTok creator outreach, 1761 01:02:26.225 --> 01:02:28.965 or the next product that we're going to launch on Amazon, 1762 01:02:29.506 --> 01:02:32.346 I need that deep focus time that where like, 1763 01:02:32.366 --> 01:02:33.447 there's no distractions, 1764 01:02:33.487 --> 01:02:35.347 like the phone is on silent. 1765 01:02:36.087 --> 01:02:37.388 And I'm not looking at email, 1766 01:02:38.008 --> 01:02:38.908 like emails, 1767 01:02:38.928 --> 01:02:46.990 like the stepchild email is something that I don't get to until nine or 10 o'clock at night after the kids have gone to bed. 1768 01:02:47.531 --> 01:02:48.651 And then as Kevin mentioned, 1769 01:02:48.652 --> 01:02:48.871 like, 1770 01:02:49.331 --> 01:02:52.372 I'm often not going to bed until like one or two in the morning. 1771 01:02:52.992 --> 01:02:53.412 every day. 1772 01:02:53.572 --> 01:02:55.073 And that's just because like, 1773 01:02:55.074 --> 01:02:57.394 I'm playing catch up at the end of each day, 1774 01:02:57.514 --> 01:02:59.275 because the emails are the least, 1775 01:03:00.015 --> 01:03:01.776 the least important thing in the business. 1776 01:03:02.356 --> 01:03:07.958 The most important thing is me being able to focus on the key priorities, 1777 01:03:07.998 --> 01:03:09.899 the three big rocks that we have in the business. 1778 01:03:09.900 --> 01:03:11.560 And that requires my deep focus time. 1779 01:03:11.600 --> 01:03:13.741 So I could ramble on forever. 1780 01:03:13.841 --> 01:03:16.522 But I think it's just prioritizing all of that. 1781 01:03:16.742 --> 01:03:17.402 And for me, 1782 01:03:18.483 --> 01:03:21.124 I write down my goals every day. 1783 01:03:21.780 --> 01:03:23.382 And one of my big goals is like, 1784 01:03:23.582 --> 01:03:30.367 I will never sacrifice time with my family and my kids for work, 1785 01:03:31.068 --> 01:03:32.269 especially at this point. 1786 01:03:34.951 --> 01:03:35.552 Figuratively, 1787 01:03:35.632 --> 01:03:43.679 like my my 25 year old self would be so envious of the life that I'm living now. 1788 01:03:44.600 --> 01:03:45.901 And so I need to be grateful for that, 1789 01:03:45.961 --> 01:03:47.622 although I have bigger aspirations. 1790 01:03:48.163 --> 01:03:49.484 I'm also very grateful. 1791 01:03:50.092 --> 01:03:51.653 for like how far I've come. 1792 01:03:52.113 --> 01:03:55.454 And so if I would be envious of the life I'm living now, 1793 01:03:56.395 --> 01:03:57.235 I could work more. 1794 01:03:57.735 --> 01:03:59.916 There's always more things that can be done and work. 1795 01:04:00.436 --> 01:04:02.077 But here's what I can never get back. 1796 01:04:02.677 --> 01:04:07.339 I can never get back the time to be able to coach my son's nine-year baseball team. 1797 01:04:07.880 --> 01:04:13.862 I can never get the time back to watch my daughter compete in the state gymnastics competition. 1798 01:04:14.402 --> 01:04:17.764 I can never get back that time to go to the tea party. 1799 01:04:19.221 --> 01:04:22.046 at my daughter's school for the toddlers, 1800 01:04:22.226 --> 01:04:22.507 right? 1801 01:04:24.494 --> 01:04:31.678 And so it's being able to recognize there are certain things that only happen at a very brief moment in time in life. 1802 01:04:32.378 --> 01:04:33.199 And being able to say, 1803 01:04:33.259 --> 01:04:33.459 like, 1804 01:04:33.739 --> 01:04:33.959 look, 1805 01:04:34.660 --> 01:04:37.141 these are the big rocks that I'm going to fill my jar with. 1806 01:04:37.401 --> 01:04:37.961 And honestly, 1807 01:04:38.061 --> 01:04:43.444 the work is going to be the sand that just needs to fill in the rest of the cracks. 1808 01:04:44.105 --> 01:04:45.866 And then when I'm just too tired to work, 1809 01:04:46.646 --> 01:04:48.347 which is often that 1.30 a.m., 1810 01:04:48.947 --> 01:04:52.389 that's when I'm done for the day because I'm too tired to work. 1811 01:04:52.889 --> 01:04:53.350 So for me, 1812 01:04:53.390 --> 01:04:53.670 it is. 1813 01:04:53.990 --> 01:04:54.270 Faith, 1814 01:04:54.350 --> 01:04:54.750 family, 1815 01:04:55.270 --> 01:04:57.331 those are the two top priorities of the day. 1816 01:04:57.951 --> 01:04:58.291 And then, 1817 01:04:58.931 --> 01:04:59.171 you know, 1818 01:05:00.112 --> 01:05:01.492 work sits in between all of that. 1819 01:05:01.712 --> 01:05:04.873 But it's always a juggle and it always ebbs and flows. 1820 01:05:04.913 --> 01:05:07.494 And no day is perfect by any means. 1821 01:05:07.574 --> 01:05:10.675 But I try to keep that as like my prioritization. 1822 01:05:14.216 --> 01:05:14.436 Hey, 1823 01:05:14.556 --> 01:05:15.996 Kevin King and Norm Farrar here. 1824 01:05:16.056 --> 01:05:18.377 If you've been enjoying this episode of Marketing Misfits, 1825 01:05:18.537 --> 01:05:19.697 thanks for listening this far. 1826 01:05:20.317 --> 01:05:20.957 Continue listening. 1827 01:05:20.977 --> 01:05:22.658 We've got some more valuable stuff coming up. 1828 01:05:23.006 --> 01:05:27.407 Be sure to hit that subscribe button if you're listening to this on your favorite podcast player, 1829 01:05:27.467 --> 01:05:29.448 or if you're watching this on YouTube or Spotify, 1830 01:05:29.608 --> 01:05:34.269 make sure you subscribe to our channel because you don't want to miss a single episode of The Marketing Misfits. 1831 01:05:34.529 --> 01:05:35.369 Have you subscribed yet, 1832 01:05:35.429 --> 01:05:35.609 Norm? 1833 01:05:36.290 --> 01:05:36.430 Well, 1834 01:05:36.510 --> 01:05:37.950 this is an old guy alert. 1835 01:05:38.550 --> 01:05:40.511 Should I subscribe to my own podcast? 1836 01:05:41.631 --> 01:05:41.871 Yeah, 1837 01:05:41.872 --> 01:05:44.432 but what if you forget to show up one time and it's just me on here? 1838 01:05:44.572 --> 01:05:45.512 You're not going to know what I say. 1839 01:05:47.053 --> 01:05:49.293 I'll buy you a beard and you can sit in my chair too. 1840 01:05:50.134 --> 01:05:51.794 You can go back and forth with one another. 1841 01:05:53.170 --> 01:05:53.730 Yes. 1842 01:05:54.591 --> 01:05:56.952 But that being said, 1843 01:05:57.532 --> 01:05:59.093 don't forget to subscribe, 1844 01:05:59.854 --> 01:06:00.274 share it. 1845 01:06:00.874 --> 01:06:01.034 Oh, 1846 01:06:01.274 --> 01:06:04.376 and if you really like this content somewhere up there, 1847 01:06:04.976 --> 01:06:05.777 there's a banner, 1848 01:06:05.917 --> 01:06:10.139 click on it and you'll go to another episode of the marketing misfits. 1849 01:06:11.180 --> 01:06:14.481 Make sure you don't miss a single episode because you don't want to be like Norm. 1850 01:06:20.246 --> 01:06:22.647 What's the ultimate dream on that before we wrap up? 1851 01:06:23.168 --> 01:06:36.775 Is it to build this to nine figures and then exit and then move your family to life on a beach or with a hockey rink nearby and a gymnastics arena? 1852 01:06:37.476 --> 01:06:39.457 Or what's the ultimate end goal? 1853 01:06:40.037 --> 01:06:40.197 Yeah. 1854 01:06:41.878 --> 01:06:42.519 To be honest, 1855 01:06:42.659 --> 01:06:45.020 here's my ultimate end goal. 1856 01:06:46.561 --> 01:06:48.422 I think achieving nine figures. 1857 01:06:49.270 --> 01:06:55.315 adds the credibility to who I am and what I can build as a businessman. 1858 01:06:57.716 --> 01:07:01.399 I want to become the Alex Ramosi of the e-commerce industry. 1859 01:07:03.200 --> 01:07:03.981 That people know, 1860 01:07:04.081 --> 01:07:04.341 like, 1861 01:07:04.521 --> 01:07:05.942 this guy can move mountains. 1862 01:07:06.383 --> 01:07:07.043 But specific, 1863 01:07:07.503 --> 01:07:08.905 Alex Ramosi is very broad, 1864 01:07:09.085 --> 01:07:10.085 business-based topics. 1865 01:07:10.225 --> 01:07:10.586 Love it. 1866 01:07:10.946 --> 01:07:11.246 Love it. 1867 01:07:11.266 --> 01:07:12.067 Absolutely love it. 1868 01:07:12.487 --> 01:07:16.150 But I want to be that guy in the e-com space specifically. 1869 01:07:17.378 --> 01:07:22.700 And it's not necessarily to go retire or to exit and to have this big payday. 1870 01:07:22.820 --> 01:07:23.061 I mean, 1871 01:07:23.181 --> 01:07:24.521 one day that would be great. 1872 01:07:25.101 --> 01:07:26.282 And when that happens, 1873 01:07:26.722 --> 01:07:31.304 my time will then be devoted exclusively to just giving back. 1874 01:07:31.544 --> 01:07:34.906 Giving back to help other business owners succeed. 1875 01:07:35.426 --> 01:07:40.988 Because I am a culmination of giants that were before me. 1876 01:07:41.708 --> 01:07:43.549 I came from a middle-income home. 1877 01:07:44.129 --> 01:07:45.050 Great parents. 1878 01:07:45.830 --> 01:07:47.731 but neither of them were entrepreneurs. 1879 01:07:48.371 --> 01:07:49.491 I was fortunate enough, 1880 01:07:49.611 --> 01:07:49.791 like, 1881 01:07:49.811 --> 01:07:56.913 because I worked my freaking butt off in college that like I paid my way through college through gaining scholarships. 1882 01:07:57.353 --> 01:08:02.095 And those scholarships came from the man I'm talking about was Pierre Lassonde, 1883 01:08:02.096 --> 01:08:05.716 who was an extremely wealthy diamond miner. 1884 01:08:06.436 --> 01:08:06.756 Right. 1885 01:08:07.216 --> 01:08:10.057 And he gave back and then he would go teach those entrepreneurs. 1886 01:08:10.077 --> 01:08:11.017 So to me, 1887 01:08:11.457 --> 01:08:11.817 giving the, 1888 01:08:11.837 --> 01:08:13.558 I don't see myself ever retiring. 1889 01:08:14.370 --> 01:08:17.271 I see myself being able to continue to teach, 1890 01:08:18.071 --> 01:08:18.731 inspire, 1891 01:08:19.392 --> 01:08:24.153 and educate the next generation of entrepreneurs to make a difference in the world. 1892 01:08:24.193 --> 01:08:31.595 That is one thing I know is that entrepreneurs can be and should be the biggest difference makers that can change the world. 1893 01:08:33.336 --> 01:08:35.596 Perfect way to end the podcast, 1894 01:08:35.736 --> 01:08:36.076 sir. 1895 01:08:38.337 --> 01:08:39.397 I got a question for you. 1896 01:08:39.577 --> 01:08:40.938 This is an easy one. 1897 01:08:41.734 --> 01:08:43.095 At the end of every podcast, 1898 01:08:43.155 --> 01:08:45.517 we ask our misfits if they know a misfit. 1899 01:08:48.999 --> 01:08:49.459 I do know. 1900 01:08:49.759 --> 01:08:51.160 I know lots of misfits. 1901 01:08:52.081 --> 01:08:53.402 That's why I'm on this. 1902 01:08:54.623 --> 01:08:54.883 Okay. 1903 01:08:55.363 --> 01:08:57.525 Had this guy on my podcast. 1904 01:08:58.665 --> 01:08:59.826 Super interesting guy. 1905 01:09:01.027 --> 01:09:02.668 He is the author of the book, 1906 01:09:02.848 --> 01:09:04.369 Marketing for Supervillains, 1907 01:09:05.250 --> 01:09:06.251 Jesse James 1908 01:09:06.711 --> 01:09:08.372 Robluski. You know him? 1909 01:09:09.153 --> 01:09:09.273 No. 1910 01:09:09.953 --> 01:09:10.073 No. 1911 01:09:10.794 --> 01:09:11.034 Okay. 1912 01:09:11.334 --> 01:09:12.356 You should have him on the show. 1913 01:09:12.996 --> 01:09:13.637 All right. 1914 01:09:13.657 --> 01:09:13.838 Well, 1915 01:09:13.839 --> 01:09:16.662 we look forward to that intro and sir, 1916 01:09:17.403 --> 01:09:18.945 thank you for being on the show today. 1917 01:09:18.985 --> 01:09:19.666 It was awesome. 1918 01:09:20.067 --> 01:09:20.207 Hey, 1919 01:09:20.427 --> 01:09:21.248 always a pleasure. 1920 01:09:21.649 --> 01:09:22.029 Thank you. 1921 01:09:22.090 --> 01:09:23.051 You guys are entertaining. 1922 01:09:23.211 --> 01:09:24.253 Love what you guys are doing. 1923 01:09:24.793 --> 01:09:25.154 Keep it up. 1924 01:09:25.786 --> 01:09:26.106 Thank you. 1925 01:09:26.107 --> 01:09:27.607 If people want to find you or reach out, 1926 01:09:27.807 --> 01:09:30.869 it's Ecom Breakthrough on all the podcast platforms, 1927 01:09:30.929 --> 01:09:31.730 YouTube and stuff. 1928 01:09:31.731 --> 01:09:32.930 Or if you're on LinkedIn, 1929 01:09:33.030 --> 01:09:35.052 what's the best way if someone wants to connect with you? 1930 01:09:35.632 --> 01:09:35.792 Yeah, 1931 01:09:35.852 --> 01:09:36.853 if you want to connect with me, 1932 01:09:36.973 --> 01:09:38.994 josh at ecombreakthrough.com. 1933 01:09:39.234 --> 01:09:40.835 That's Ecom with two Ms. 1934 01:09:40.855 --> 01:09:42.596 And then follow me on YouTube, 1935 01:09:42.597 --> 01:09:43.797 any podcast platform. 1936 01:09:43.857 --> 01:09:45.678 That's where I share all the good stuff. 1937 01:09:47.166 --> 01:10:05.354 all right josh well i'm gonna do my job i'm gonna remove you but don't go away we'll be right back so see kev here's the button no coke zero button or sticker nothing i got it right there oh wow wow norm norm you've you've uh you've you've grown up and and and it's 1938 01:10:05.494 --> 01:10:08.276 what it's like training a dog that didn't get it right oh see 1939 01:10:14.958 --> 01:10:16.139 it's like training a dog, 1940 01:10:16.159 --> 01:10:16.439 you know, 1941 01:10:16.519 --> 01:10:18.600 just enough repetitions and you finally get it. 1942 01:10:19.120 --> 01:10:19.360 Yep. 1943 01:10:19.580 --> 01:10:20.321 That's right. 1944 01:10:20.741 --> 01:10:21.721 Just don't pee in the house, 1945 01:10:21.761 --> 01:10:22.081 please. 1946 01:10:22.942 --> 01:10:24.062 I won't pee in your house, 1947 01:10:24.122 --> 01:10:25.343 but I'll eat some of your ice cream. 1948 01:10:25.344 --> 01:10:27.624 Yeah. 1949 01:10:28.284 --> 01:10:28.744 You'll do that. 1950 01:10:29.985 --> 01:10:30.105 Uh, 1951 01:10:30.106 --> 01:10:30.185 no, 1952 01:10:30.186 --> 01:10:30.305 that, 1953 01:10:30.405 --> 01:10:30.565 that, 1954 01:10:30.645 --> 01:10:30.805 that, 1955 01:10:30.865 --> 01:10:30.985 uh, 1956 01:10:31.125 --> 01:10:31.565 Josh is, 1957 01:10:31.605 --> 01:10:31.725 uh, 1958 01:10:31.865 --> 01:10:32.566 is really good. 1959 01:10:32.567 --> 01:10:32.926 And I think, 1960 01:10:33.306 --> 01:10:33.426 uh, 1961 01:10:33.427 --> 01:10:34.406 I think he's on a mission there, 1962 01:10:34.867 --> 01:10:35.767 not only business-wise, 1963 01:10:35.768 --> 01:10:36.427 but personally. 1964 01:10:36.567 --> 01:10:36.687 And, 1965 01:10:36.767 --> 01:10:36.947 uh, 1966 01:10:36.948 --> 01:10:39.328 I love the fact that he's going to give back, 1967 01:10:39.909 --> 01:10:40.149 you know, 1968 01:10:40.629 --> 01:10:42.410 I've talked a couple of times about my little, 1969 01:10:42.710 --> 01:10:43.010 uh 1970 01:10:43.734 --> 01:10:45.495 my little little bunt to St. 1971 01:10:45.876 --> 01:10:47.517 Bart's to actually get my mind clear. 1972 01:10:47.897 --> 01:10:51.160 And we talked in one of the other episodes how I have some chapters in my life. 1973 01:10:51.180 --> 01:10:53.122 And I'm in Chapter 8 right now, 1974 01:10:53.162 --> 01:10:54.463 and that's going to be 1975 01:10:56.144 --> 01:10:57.845 I'll tell you about that when we meet personally, 1976 01:10:58.306 --> 01:10:59.186 and I think you'll like it. 1977 01:10:59.867 --> 01:10:59.987 But 1978 01:11:00.467 --> 01:11:00.828 Chapter 1979 01:11:01.528 --> 01:11:04.711 9 is another one. 1980 01:11:04.731 --> 01:11:05.411 But Chapter 10, 1981 01:11:05.412 --> 01:11:05.892 the final, 1982 01:11:05.912 --> 01:11:08.354 is I want to do exactly what Josh just says. 1983 01:11:09.490 --> 01:11:13.392 I don't think I'll ever completely retire and just go sit on a beach and watch Oprah all day. 1984 01:11:14.753 --> 01:11:19.076 I'll actually be giving back and I want to actually give back and help people in that same way. 1985 01:11:19.077 --> 01:11:20.997 And I think all entrepreneurs should actually, 1986 01:11:21.217 --> 01:11:21.757 if you want, 1987 01:11:22.017 --> 01:11:28.501 I think that's one of the best things you can do when you're successful is not go out and just treat yourself and buy a lot of fancy stuff, 1988 01:11:29.061 --> 01:11:30.562 but make a difference in the world. 1989 01:11:30.862 --> 01:11:36.885 And the way you make a difference in the world is by helping other people and giving them that lifting hand or that little advice. 1990 01:11:38.602 --> 01:11:39.402 That's to me, 1991 01:11:41.703 --> 01:11:45.985 it just happened at this event I was just at in Fort Lauderdale yesterday. 1992 01:11:46.305 --> 01:11:49.186 I was walking by to get a Coke Zero from the little 1993 01:11:49.907 --> 01:11:50.487 Tienda place. 1994 01:11:50.488 --> 01:11:54.128 And there's a couple of girls sitting there that recognize me from this Rainmakers group. 1995 01:11:55.129 --> 01:11:56.689 That's another like Amazon group. 1996 01:11:56.709 --> 01:11:58.090 And I didn't know who they were, 1997 01:11:58.410 --> 01:12:00.411 but they knew me because I'd been on there a few years ago. 1998 01:12:00.451 --> 01:12:03.532 And they stopped me and they just started talking. 1999 01:12:03.533 --> 01:12:04.372 And she asked, 2000 01:12:04.452 --> 01:12:06.233 one of them asked a question about, 2001 01:12:06.293 --> 01:12:07.614 she works for this company. 2002 01:12:08.318 --> 01:12:09.639 And she asked a question, 2003 01:12:09.939 --> 01:12:10.079 and 2004 01:12:10.639 --> 01:12:13.621 I took about five minutes and gave her a bunch of free advice. 2005 01:12:13.641 --> 01:12:14.441 And at the end of that, 2006 01:12:15.502 --> 01:12:15.722 you know, 2007 01:12:15.723 --> 01:12:16.523 gave her some ideas. 2008 01:12:16.783 --> 01:12:17.383 At the end of that, 2009 01:12:17.423 --> 01:12:17.823 she said, 2010 01:12:18.003 --> 01:12:19.244 this just made the entire, 2011 01:12:19.284 --> 01:12:21.065 me coming to this event entirely worth it. 2012 01:12:21.545 --> 01:12:21.906 And to me, 2013 01:12:22.046 --> 01:12:22.426 that's what, 2014 01:12:22.766 --> 01:12:29.590 when you're at the level of success or notoriety that you and I and Josh and others are, 2015 01:12:30.150 --> 01:12:35.333 that I think that's an important thing that a lot of people don't think about or don't give back. 2016 01:12:35.493 --> 01:12:37.154 You don't want people taking advantage of you. 2017 01:12:37.614 --> 01:12:37.734 Um, 2018 01:12:38.034 --> 01:12:38.815 but to help, 2019 01:12:39.075 --> 01:12:40.056 help someone out like that, 2020 01:12:40.057 --> 01:12:40.837 it's very rewarding. 2021 01:12:41.297 --> 01:12:41.417 Yeah, 2022 01:12:41.637 --> 01:12:42.758 I agree a hundred percent. 2023 01:12:44.220 --> 01:12:44.480 Okay, 2024 01:12:44.560 --> 01:12:44.740 sir. 2025 01:12:45.340 --> 01:12:45.981 So if you want to learn, 2026 01:12:46.021 --> 01:12:48.103 if you want to learn some more stuff that's rewarding, 2027 01:12:48.104 --> 01:12:48.503 uh, 2028 01:12:48.583 --> 01:12:49.204 and really good, 2029 01:12:49.264 --> 01:12:49.544 you can, 2030 01:12:49.704 --> 01:12:50.145 uh, 2031 01:12:50.465 --> 01:12:53.007 check out the marketing misfits dot it's dot CEO. 2032 01:12:53.047 --> 01:12:53.988 I think I got that right now. 2033 01:12:54.088 --> 01:12:54.728 Dot CEO. 2034 01:12:55.029 --> 01:12:56.450 You bugged me about the bloody, 2035 01:12:56.630 --> 01:12:56.790 uh, 2036 01:12:58.431 --> 01:12:59.793 remove button here. 2037 01:13:01.074 --> 01:13:01.874 It's dot CEO. 2038 01:13:02.615 --> 01:13:03.356 It's dot CEO, 2039 01:13:03.456 --> 01:13:04.216 not dot com. 2040 01:13:05.337 --> 01:13:05.818 and just so 2041 01:13:06.378 --> 01:13:08.339 So check out the site. 2042 01:13:08.479 --> 01:13:09.280 There's some information. 2043 01:13:09.480 --> 01:13:11.601 You might see me and Norm smoking a cigar there or something. 2044 01:13:11.602 --> 01:13:12.522 Who knows what you might see. 2045 01:13:12.902 --> 01:13:14.983 But you can find all the links to everything that we do, 2046 01:13:15.063 --> 01:13:16.884 including the CMS trip that's coming up, 2047 01:13:16.904 --> 01:13:18.085 it looks like, 2048 01:13:18.086 --> 01:13:18.625 in November. 2049 01:13:18.626 --> 01:13:20.966 We'll have more information on that coming soon, 2050 01:13:21.707 --> 01:13:23.868 as well as look for, 2051 01:13:23.928 --> 01:13:24.529 at some point, 2052 01:13:25.209 --> 01:13:26.009 mid to late summer, 2053 01:13:26.049 --> 01:13:28.551 we should have a newsletter for Marketing Misfits as well, 2054 01:13:28.611 --> 01:13:29.872 so you'll be able to subscribe to that. 2055 01:13:30.412 --> 01:13:31.633 And a lot of more cool episodes. 2056 01:13:31.653 --> 01:13:32.253 Every Tuesday, 2057 01:13:32.273 --> 01:13:33.674 a brand-new episode comes out. 2058 01:13:34.122 --> 01:13:35.423 So if you like this one with Josh, 2059 01:13:35.523 --> 01:13:36.424 feel free to share it, 2060 01:13:36.744 --> 01:13:40.367 send that on to other people or check out the channel and listen to some of the other ones. 2061 01:13:40.368 --> 01:13:41.388 We got a lot of really good ones. 2062 01:13:41.909 --> 01:13:42.990 So don't forget. 2063 01:13:43.410 --> 01:13:44.211 Don't forget. 2064 01:13:44.531 --> 01:13:44.691 Oh, 2065 01:13:44.692 --> 01:13:44.851 yeah. 2066 01:13:44.852 --> 01:13:45.852 New YouTube channel. 2067 01:13:46.072 --> 01:13:47.213 We've got the new YouTube channel. 2068 01:13:47.594 --> 01:13:47.734 Yep. 2069 01:13:48.174 --> 01:13:49.075 And so what we're doing, 2070 01:13:49.235 --> 01:13:54.340 we've got long form on one and then we've got all the nuggets on the other, 2071 01:13:54.380 --> 01:13:55.921 all the short form on the other. 2072 01:13:56.041 --> 01:13:56.942 So check it out. 2073 01:13:56.982 --> 01:13:58.043 That one is called 2074 01:13:58.563 --> 01:14:00.285 Marketing Misfits Clips. 2075 01:14:01.326 --> 01:14:01.666 Awesome. 2076 01:14:02.914 --> 01:14:03.715 So check that out, 2077 01:14:03.875 --> 01:14:04.916 and then we'll see you again, 2078 01:14:05.056 --> 01:14:06.177 you ladies and gentlemen, 2079 01:14:06.217 --> 01:14:07.138 again next week, 2080 01:14:07.278 --> 01:14:07.858 next Tuesday. 2081 01:14:08.639 --> 01:14:08.879 Ciao. 2082 01:14:09.360 --> 01:14:09.620 See you.