Thank You!

Full Transcript - YouTube: @Brendonburchard

0:00 You only get fearful if you let fear precede you and you think that you can't

0:05 figure it out with other people but if you have faith that you can

0:10 figure it out with other people it's not fearful anymore it's planning

0:16 and now there's no fear is planning it doesn't mean that you don't have concern doesn't mean you 

0:22 might have the occasional emotion called worry it doesn't mean you might get sometimes in the discouragement Doom 

0:28 Loop but it means over and all you go okay I'm a solution-minded person where

0:33 you are going to proceed with faith with this plan and when the plan falls apart which it always does we'll adapt we'll

0:40 pivot and we will keep going the main thing is we will keep what I'd love to do is share a little of why is it that

0:48 when we talked about this idea that we all want aliveness
0:58 some people get it more than others Not absent of it but just more of others
1:04 why is it when we talked about connection some people get it more than others when
1:09 is it when we talked about meaningful Pursuits
1:15 Pursuits what was the word you got to remember that one not just meaning meaningful Pursuits and we
1:22 talked about growth why do some people experience more of these things that's
1:27 my session like how do you go beyond that like what expands that what makes you go
1:34 beyond that and so if I put like a little
1:39 square around this I'd love to give you the four sides of what I think the psychology is of amplifying each of
1:47 these like where does it come from what happens like What's the Difference Maker because there is a Difference Maker
1:52 right because lots of people would you all agree you want these things yes or no okay half yes or no okay yeah yeah how
1:59 about in back you want those things yes Oh that girl hey give him a round of applause you guys are still here that
2:06 was epic so you're still here right you're still here you want it everyone wants these
2:12 things why do some get it everyone wants these things why do some
2:18 people go beyond the ordinary and it's like another level for them like what are the distinctions and I spent about
2:24 the last 10 years really trying to understand that right some of you saw my study on high performance with high performance habits it was like that was
2:31 a very deep academic research and a lot of ethnographic research for my coaching it was like great deep but then the
2:39 funniest thing after that book came out now I started working all the high performers in every industry like before
2:44 that book I never worked with the you know the celebrity musicians musicians I can't sing a tune
2:50 you know I had worked with people like you know Usher but like literally teams
2:55 calling me now to work at other levels with bands musicians dancers areas of my
3:02 life I'm like I don't that's not my thing like way other levels in other Industries I didn't even know anything
3:08 about and started seeing like oh there's a difference there's something extra there's
3:15 something Beyond there's something Ultra there's something you know expansive there's something extraordinary even
3:22 Beyond those who already have success because you know the truth is a lot of people get success
3:28 and then they cap out and it's really funny they did all of
3:35 this learning and they got it they got it so they went
3:40 from the cage life for the comfortable and maybe even a little bit in the charge life and they got the success it
3:46 hit them and then they go I don't know if I can sustain this
3:54 then they go I don't know if I can handle this then they go this sounds like a lot even today and I rarely share
4:00 what happens in a VIP room with the rest of the group but our VIP group here even in the VIP group the first question
4:06 I took today was some someone who goes these are all great Concepts but I actually am successful and I already am
4:11 at this other level and it's new for me and I'm worried I'm gonna let other people
4:16 down and that lack of confidence to go to
4:22 another level often comes from the fact that we worry that we can't handle it the fear is the fear of responsibility
4:29 I'm fearful that I can't go to another level because I can barely handle this one or
4:36 hey I got here but go in there I I don't know that I'm gonna have to invest again
4:41learn again build again higher again I don't know if I'm ready for round two of success who knows what I'm talking about
4:47 like round two three four five of success is scary and most people will
4:53 never go there because you know what happens for a lot of people is they are striving for Success you know for them
4:59 there's this big thing they really want success and on the way up to it which
5:04 more looks like you know really ugly but you get the idea you know down here
5:10 we're kind of dumb you're not supposed to say that no more
5:16 in God but who knows what I'm talking about you kind of you're naive you're dumb you're unaware right listen even
5:23 billionaire Jamie Kern Lima's husband bought how to build web pages for
5:29 dummies hey it's real it's okay to call it that okay you don't know and then
5:34 what do you do you skill up
5:39 you skill up you skill up you learn distinctions you figure things out it gets better then
5:47 you start optimizing a little bit that means you might figure out process
5:53 and run that process again over and over and over and over again right and then one day
5:59 some measure of success happens and you're like awesome okay I've climbed that mountain I've achieved as a star at
6:05 the top great but the problem is many people stay here forever because the truth is they have
6:11 another higher ambition up here like this like they got other things they want to do
6:18 but listen and this is why I wanted to have trucks talk before I do this
6:23 is because the truth is they want all of this
6:29at this same level of who they are the same level of their current
6:34 capabilities they start expecting that that should be here because they already did it dang it
6:41 I already worked myself so hard Brandon why should I have to do it again they don't realize to get up there
6:48 same process again just a different level
6:53 so I always say trust you've already done it that's good you've already done it but don't forget you've got to do
7:00 this Learning Journey again you still maybe that next level you need some more exposure
7:06 to get intelligent on you got to scale up again you got to optimize again
7:12 all that study all that work all that it has to happen again and most people what they do is go I can't do it again I
7:19 don't have the energy I'm scared I'll fail I'm scared I'll let them down and you start mentally putting yourself
7:27 into a place over here even though you're successful
7:33 because you believe now well I've tried it was so hard before I don't want to do it again
7:40 and you don't understand to go to that next level you don't have to do it again it's very much like trucks's quote about
7:45 TD Jakes that if your goal is so big but it doesn't involve anybody else having
7:50 to help you you might not have a real goal and the VIP conversation was about this
7:56 person she just had to realize that oh she can handle those bigger contracts those bigger deals those bigger things
8:02 she just doesn't have to do it by herself this time and this time as she goes there you're not just working with
8:07 newbies now you're hiring people who are more experienced who's already been there before and that's how you just keep going up
8:14 right but because people fight this or they don't like it or they're uncertain of it they never break through on the
8:21 very things that we want and so let me give you that first distinction you want to go to another
8:26 level you want to understand success let me give you this first breakthrough
8:33 those who achieve it have higher ambition so I started the seminar like this you
8:39 have to raise it you need to be in a group that raises it for you if you don't do it yourself or a
8:44 coach an accountability a mentor somebody your buddy whatever
8:49 Somebody's gotta be around you I want to reflect back to you now what you heard from Jamie this morning remember she
8:56 made her first she had her first makeup made when she figured out just for herself
9:03 when she figured out how to cover her rosacea what did she say to you she used the
9:08 same term three times in her talk same term three times
9:14 she the first time she figured out she's like other women like this this is going to be huge
9:22 first time she's doing it solved her own problem she said this is going to be
9:29 then oh they figured out they get the janky website built by the dummies guide
9:35 for HTML the website goes up she said what this is going to be
9:40 oh you guys suck oh no this is gonna be this is gonna be
9:46 [Music] that's what it felt like her oh my God who who's had an ID in the last four or five years you're like this is gonna be
9:52 huge yeah yeah if you haven't had that in your life yet I don't know
10:00 if you've done that personal development because when you do personal life it opens up a gate of awareness that you
10:05 access other ideas that are Beyond you right if your only accessing ideas to
10:11 solve today's problem in front of you you're in reaction mode and you don't know it but when ideas come up that are
10:18 so much bigger than you you're like whoa that means you're open that means you're a conduit to a bigger
10:24 energy than yourself that's what I want for all of you and then as she got onto
10:29 QVC and she did that first thing and it sold out and her husband's like we're not
10:36 gonna go bankrupt she's like the women have spoken this is going to be you oh
10:41 my God do you get it can I emphasize this enough is it possible
10:48 for this to sink in differently tonight after all you have been through you must
10:53 raise your Ambitions you must allow yourself to do it you must open to the
10:59 next level your dreams must get bigger not necessarily that the outcome or the achievement or the thing is you know oh
11:06 well now you're telling me I'm a millionaire now I need to be a billionaire that's not what I'm saying I'm saying we all want aliveness we want
11:12 connection we want meaning in growth and growth sometimes it is your finances growth sometimes is your wealth growth
11:19 sometimes is your ability to be more confident more strong more capable to serve more people I don't the growth
11:25 whatever it is for you lots of people their first measure of growth is wealth
11:32 it's just it's where they go because our society is built around that I'm not saying that what I'm suggesting is for your next
11:38 level of growth you have to remember you have to remember this is not me making
11:43 this up you remember Les Brown you want to succeed in life you got to be hungry turn the person left right take them say
11:50  you got to be hungry oh
11:57 [Music] I'm telling you what you got to be
12:03 hungry again you got to be hungry to lose the weight you got a hungry to be great to your family you got to be
12:09 hungry to fill the day you got to be hungry to fall in love you got to be hungry for great sex you got to be
12:15 hungry for a good life everyone says oh that's too much Brendan ambition ambition ambition I'm like oh guess what
12:22 you have never worked with somebody who lacked it then because if you've worked with people who
12:29 lacked it you know that poison you know those pools of pessimism that
12:35 people drown in when they don't have it no more you gotta allow yourself to raise that
12:40 ambition you got to have it you got to feel it you got to hunt it you gotta allow it you got to cultivate it just like trucks you got I'm telling you if
12:47 you don't have that ambition you better get around it and I know every single time it talks about this ugh there's
12:53 somebody in the audience inevitably ugh it's just about money isn't it or it's just about more there's always got to be
12:59 more and more and more I'm like listen you gotta understand even the highest spiritual gurus in the world now I've
13:06 interviewed them or worked with most of them or talked with them they they always trick up on this one a little bit
13:12 because that old school and like Buddhism that desire might be bad you know that Vibe except that that's not
13:18 what they're saying because even the most spiritual leaders in the world if you ask them would you
13:24 like to have a deeper connection with God would you like to have a deeper Connection in your meditation would you
13:31 like have a deeper connection with the universe they always say yes will a
13:37 deeper connection deeper connection means more connection
13:43 means ambition you can have ambition to have greater
13:49 depth in your relationships ambition is not bad many of you and I really want you to get
13:55 this you have been caged financially you've been caged emotionally you've been caged
14:01spiritually by the people around you who set the frame for you right
14:07 oh listen girl why can't you be happy with what you already have
14:15 who's ever heard it why can't you why do you need more happiness you son of a
14:24 because for some people if they have scratched and scrounged their whole life
14:30 they've lived in lack for their whole life anyone around them who wants more
14:36 is the enemy because
14:41 sometimes when you are in lack when you are in lack your judgment goes higher
14:49 often some people in lack and I'm not just talking about finances so don't judge me here I'm saying people in lack a lack in
14:57 mindset a lack in success a lack and drive a lack in motivation a lack in
15:02 love I mean listen it's real people who have a lack in love or lack in anything
15:07 tend to have an abundance of judgment you know you all know somebody you fell
15:15 in love with somebody you were Giddy and happy you told your friend who ain't got no love and they are just like whatever good for
15:22 you yeah and instead of being happy for you when you found more or you found the right
15:28 thing or you found success they became critical and they told you things like I remember literally one of my very first
15:35 mentors one of my first mentors when I passed him I passed him
15:42 I crushed this video this video made like two million dollars online and it was just an unbelievable it was a
15:48 for an online course I made like two million bucks in seven days I sent out this note to this group that
15:56 I was in including this mentor and I reported the numbers and I was just like
16:02 all caps you know because I was like I can't believe I did I broke this goal I did this thing oh my God all caps right
16:08 almost the whole group come back yeah yeah celebration everything but my mentor who now I had broken his record
16:15 came back and he said I need to talk with you I said great I'm thinking this
16:20 is going to be like celebration we'll share learnings we'll talk about next time picked up the phone and instead you know
16:27 what I got back you need to remember where you came from
16:34 now who does that kind of stuff someone in the cage because often in the cage you think
16:40 everything in the cage is yours it's your territory people in the cage become their
16:45 territorial and they don't have a lot and so anyone who has more they get mad at them
16:52 because why should they have more it's so unfair to me life is unfair this is the situation this is unfair and no one
16:57 should have more those rich people or those successful people or those and we we project
17:03 our lack becomes judgment to anyone who has more
17:09 your lack of love in your relationship in your marriage sometimes can make you judge another happy couple
17:16 I mean I've sat down at tables before where you know I was with a group of like six seven eight people and we're
17:21 just sitting at a dinner table we're all talking we have a great time you know it's like the food's really good the Ambiance is really great and there'll be
17:28 a cute couple in the corner and they're so cute they're syrupy cute they're
17:34 holding hands he's getting over and kissing her and he's sitting down she's getting over and kissing him and it's
17:40 just like you're kind of like you're kind of like you you know
17:46 and when I see that I love it oh my God I love it I think it's adorable I think
17:53 it's awesome I just I get so excited when Denise I go on vacations a lot of places to go on vacations it's where
17:58 people go for like a honeymoon it's like their once in a lifetime trip kind of stuff and we see all these Honeymooners and we're just like so pumped for them
18:05 so pumped for them and everyone assumes we're on our honeymoon you know I was like you guys are so much in love and
18:11 like I know we're like ew you know I want more of that for you
18:17 [Applause] tell the person left right Shake him say I Want Love For You More love for you
18:23 [Applause]
18:31 I want you to hear me tonight if you are judging other people for having more
18:39 than you you are somewhere in a mindset of lack
18:46 well the pie must only be so big and it's unfair they have it and I don't
18:53 and when you do that you don't know it but you're conditioning the system to stop striving
19:01 why even try it sucks that they have it rich people wealthy people happy people
19:06 loved people screw them they shouldn't have it I don't have it they do that's unfair it's unfair I don't and because
19:14 your brain will say your brain will be very smart your brain doesn't want you to be part of anything that's unfair
19:22 but if you tell yourself it's unfair that they have more you'll say when I won't even try
19:27 because you don't want to be part of something that's unfair you all follow the psychology here
19:33 so many people stay in that mode I did that for a long time I thought wealthy
19:39 people you know I didn't know any of them so when I met them I thought it was unfair remember that kid from college he
19:45 had his own car a new car as a college kid
19:50 how unfair his parents are wealthy like I was fair and then I took a couple rides in the car I'm like this is
19:56 awesome I was like I'd sure like a car like this one day
20:02 no judgment to him I'm like oh I get it now this is nice you know who's ever flown first class the first time like I
20:08 get it now you're like oh yeah yeah yeah yeah you're like okay yes only this please this is way better anyone ever
20:15  flown Charter or private you're like oh oh yeah okay I totally get it now before
20:21 I was like you guys eat too much gas in your planes and then you write it you're like damn
20:26 please yeah oh yeah bring me some of those
20:32 towelettes okay uh can you have any more I ate all the food already oh this is
20:38 good they land you're like uh can I just hang out for a little bit here
20:44 this thing's better than my apartment yeah that's what happens that's what
20:49 happens the difference with successful people then the ultra successful if you will is they're not scared of this word
20:58 they are not scare this word even when they don't have it Jamie Kern Lima this
21:03  is going to be oh my God you get it see even with growth day when we were
21:09 starting growth day I was like okay I know listen for those who are in business you'll recognize the pattern
21:14 right the first two years of an entrepreneurial Endeavor you don't know what you're doing the first two years no
21:20 matter how smart you are how many times you've done it the first two years are going to be a hot mess That's the Law of Entrepreneurship hot
21:26 mess first two years hot mess then the next two years operational
21:33 you know what you do you learn what your unique differences are now you're operational you're in motion right then
21:40 the next two or three years after that it's really about learning how to start scaling it it's like okay we're gonna
21:46 start scaling this thing and getting it better then the next two or three years after that it's all about optimization
21:51 and scale that's what you keep doing right so I knew when we started growth I was like
21:57 be a hot mess okay we'll figure this out as we go here but I said this is going to be
22:04 can you believe we got 2 000 people in a new state we've never been in ever before
22:14 we have never I've never done an event in Austin Texas this is our first one we got this hotel full we got you some
22:20 coffee we got you some books we've had a good time it's been pretty good for the
22:26 first one you know
22:31 Evan Brennan doesn't it scare you to go to a new state do you know how many people told me that doesn't it scare you
22:37 to be back after your first event after the pandemic doesn't it scare you and scary listen you only get fearful if you
22:44 let fear precede you and you think that you can't figure it out with other people
22:50 but if you have faith that you can figure it out with other people it's not
22:55 fearful anymore it's planning and now there's no fear it's planning it
23:02vdoesn't mean that you don't have concern doesn't mean you might have the occasional emotion called worry it doesn't mean you might get some times in
23:09 the discouragement Doom Loop but it means over and all you go okay I'm a solution-minded person where you are
23:15 going to proceed with faith with this plan and when the plan falls apart which it always does we'll adapt we'll pivot
23:22 and we will keep going the main thing is we will keep when you know you will keep
23:30 then ambition is a safe word you're allowed to have it again
23:36 it's not scary you can be abundant minded again and
23:42 when you're abundant minded again life feels different like everyone you heard Jamie talk about
23:47 it everyone talks about it now online which I didn't understand like my groups the groups that we bring together especially particularly in my industy

23:53 you know it's the biggest names with the biggest followers and we get them together and we get together once twice a year and it's a big you know four day
24:00 thing but it's very private and it's a very it's a very cool thing but as we do those every time
24:06 everyone goes around there at some point someone says what Jamie said today it's like Brandon just saw it and just brings them
24:12 together I don't ask anything of them we just get together we all share what we're working
24:17 on and what we are struggling with and what we need help with just like you've all stood in groups of five we do the
24:24 same thing I do that in all my groups that's all we do nothing fancy except
24:29 the food the food is fancy I mean I mean for a guy that can eat a burrito every
24:34 meal for the rest of his life and be happy I mean I mean the food is fancy the food is real fancy and the wine did
24:41 you know what they have wine bottles that cost more than five hundred dollars see I never knew that when I was working
24:47 with Oprah we found out what her favorite wine bottle was and we finished the course and we were celebrating so I
24:53 got her this bottle of wine and I already knew what the bottle was what we ordered it and I found out how much it cost
25:02 and you ever do you ever know you were gonna order something you ordered it and you found out how much it was you're like oh oh
25:08 okay well that's us okay that's this you know you
25:14  you kind of had to grow you kind of had to grow up a little bit real quick you didn't know my buddy his wife uh I
25:23 don't know if I'm allowed to say who this is but my buddy his wife buys all these shoes with these red bottoms
25:28 and she was going on about these red bottom shoes that I didn't know I said oh I'm gonna get my wife some of these red and bottom shoes or something I
25:34 guess I don't know what this is and I went and looked at and said oh oh oh
25:39 okay that's a that's another level of shoe-in you know I didn't know what what that
25:47 was one time I was traveling and this guy took me said you know I'm a professional dresser uh uh I know
25:54 there's a fancy name for that thank you this stylist I didn't I was a thing so the status guys I want to take you to
26:00 this store I said okay so we were in Portland Oregon he typically his private store where they like do all the fancy men's cuts and everything like that I'd

26:06 never done that before it was really fancy so we went in there and you know it was like they did the whole suit thing and everything I'm like okay I was

26:11 like Ed I had suits from Men's Warehouse you know I didn't know and the guys are in there and they're measuring there's
26:17 like two guys and they gave me a glass of whiskey and I don't drink whiskey but they gave
26:23 me the whiskey and they were so nice and they wouldn't let me there was nothing to put it down on so I'm holding the thing for a while
26:30 it's kind of awkward you know I'm coming out there my boxers sometimes
26:36 and then put all these different pants on me and I don't know what I'm just gonna stand there was a stupid thing all
26:41 right well and we're there and we I think that's
26:47 what they did they did it they did they didn't they could see that I was that young this guy and so
26:52 next thing I know I leave there and I got like three of these custom suits and they're like would you like to throw in a shirt I'll make sure which shirt

26:58 match\es you know and like oh this sure matches it perfectly this is what you want this shirt right here man I was
27:03 like okay that shirt that looks really nice oh yeah this show okay I know they stack it all up and and I'm sitting
27:09 there and I'm working on the second little whiskey thingy and they ring it up
27:16 and I looked at it and I was like right into the cup I spit it into the
27:22 cup in front of him and I looked at I go this much this thing adds zeros
27:30 how much for this shirt a shirt I couldn't believe it one time my wife
27:37 came home and she gave me this t-shirt and I was like thanks honey you know so
27:42 the next day you know I come out of the bathroom uh some guys might come out of the bathroom there's a big toothpaste
27:49 you know I brushed my teeth in the morning the toothpaste kind of comes out sometimes I don't know anyone else
27:55 sometimes the toothpaste ends up on a shirt okay there's some toothpaste on the shirt and
28:00 I walked I was like you got toothpaste on the t-shirt and I'm like oh yeah honey so I just grabbed the kitchen Rag
28:06 and I start like scrubbing on it she's like what are you doing and I was like what she's like do you know how much that shirt costs I'm like it's a t-shirt

28:13 I didn't know so sometimes you just you just don't know like I said you were kind of at
28:20 different levels of success you start dumb remember and you have to scale up a little bit
28:25 and learn I didn't know so listen I'm here to share with you sometimes you
28:31 just don't know and if you don't know it seems so crazy to have an ambition like that
28:37 Jamie just knew it was going to be huge did she say in her mind is that going to be an exact 1.2 or 1.4 billion or
28:44 whatever it was maybe maybe not maybe along the way she got in understanding the value she just knew it
28:50 was going to be big and it was okay for her to have that dream because as she shared this morning she had self-worth
28:57  she believed in herself and that was the gate the unlocked the next level of success and the next level
29:04 ambition I'm here to tell you you must be aware if more
29:10 is a negative word to you because if more is a negative word
29:15 you've attached your capability to today
29:22 in Psychology there's a fancy phrase for it you've developed a fixed mindset
29:28 you don't believe you can grow into the next level but in personal development if you
29:35 believe you can grow into the next level you do so I want you to have this ambition and
29:40 I want you to raise that ambition for whatever it is you got a great marriage great is there another level of great
29:46 marriage yes or no of course there is and people will say well well then
29:51 you're meaning I'm always going to be dissatisfied because there's always more or there's more depth or there's more this or there's more abundance or
29:57 there's more of this I'm always gonna be disappointed no remember what we learned in high performance the research you can
30:03 strive satisfied I'm insanely happy today and I'm
30:09 building more you can want more
30:14 with and still be happy today right isn't true you can be happy with
30:20 your kids today but you still want more for them in the future that's right when you can get that you're like you can do that too
30:27 you can be happy today and still want more for you in the future just like you want more for your kids in the future and when you unlock that I'm telling you
30:33 it is a huge unlock it's how I started running with all the big dogs who do have the planes and the trains and the
30:39 things I mean literally that they do I know they own their own trains too it's
30:44 some crazy stuff out there let me tell you what and so you just go oh oh okay let me
30:50 level up that ambition maybe it's okay it's not about having more stuff per se so get no get stuck on that it might be
30:57 more love more joy more fun my ambitions almost all my ambitions in life
31:02 center around more of the feeling pieces right I gotta grow in my business often
31:10 to go there but I want you to have ambition and I want you to allow that ambition and see yourself again as you
31:17 see yourself in the future having more being more right because being more is
31:22 ambition I want to be more I want to be more for my family who wants to be more for your family that's okay so turn the first left right
31:29 shake them say be more it's okay [Applause]
31:37 okay now my favorite parts I'll go a little faster because if we can unlock that
31:43 ambition stuff we're way ahead everyone say I'm here and say I'm ready
31:50 because when you are ready everything shifts now we got to go to the next level of success for you the the next
31:57 push and this is what it's like to be in my groups my groups will tell you that this is what it's like to work with me
32:03 as a coach because when I unlock this next one was like got it a lot of people
32:08 don't like this one it's it's required
32:14 so here it is more successful people
32:20 sir
32:25 it's a big word for montanan assertiveness
32:32 assertiveness again psychologists you might think of this as like personal agency but I don't like just the
32:36 personal agency because it's an idea it's a philosophy and it's a theory the way that real personal agency is
32:43 manifested into the world is a forward lean and assertiveness a take it onness
32:49 a do the workness that is what it looks like that's what it's going to take
32:55 another level of assertiveness where you don't avoid anymore you approach
33:00 you assert your real thoughts feelings needs desires dreams into the world
33:06 when there's a problem you assert yourself say there's a problem when there's a goal you assert yourself say we have a goal when someone messes up
33:13 you assert yourself say I need to give you some feedback that's what it means and so many people
33:19 have lost that forward edge of assertiveness so the whole time they're staying silent the whole time they're
33:26 being private the whole time I'll bring it up with her later and later becomes the cage
33:35 all addressed the problem later that's the cage I'll do the thing later I'll build the
33:41 thing later I'll invest in it later I'll do it I'll join it I'll make it happen later and later becomes
33:48 perennial you plant the ground listen you plant that seed of later in your life
33:55 it just keeps springing up all the time it's like the flower bed that never goes
34:01 dead in your brain later or later because you know what later looks like flowers
34:07 later is comfortable later is the comfortable life the comfort of life looks real pretty
34:14 but then when the comfort of life is no longer joyful it's because there's a bed
34:19 of roses out front your big house called later and over and over and over again
34:26 you keep watering the later and soon you over water the later and those
34:32 flowers become weeds and they take the house and that's what a lot of people do they don't make the decision they don't move
34:37 they don't take action even though when they know they need to do it and what mostly
34:43 I would say the most impressive people I know it's like you don't know about this Jamie Kern Lima let me tell you what
34:49 she's incredibly assertive she will come up with an idea she's
34:54 asked me to do things or ask me to be part no one's ever asked me before and I'm like sometimes I go I was pretty
35:01 Direct and then I my high performance brain go kicks in I'm like that's awesome oh my
35:08 God Jamie that's awesome shoot no one's ever asked me that before ever my entire life you know what she asked at this
35:13 event you know she asked the event she's like can I have four hours on stage [Applause]
35:27 do you know how many people I've had on this stage in 15 years remember some of you you're
35:34 new to my world I've done this eight times a year for 15 years
35:43 Tony Robbins been on my stage Wayne Dyer has been on his stage Marianne Williamson's been on my stage Deb the
35:48 late great Debbie Ford was on my stage Larry King's been on my stage Harvey McKay's been on my stage Brian Tracy's
35:54 been on stage Jack Canfield's been on my stage everybody seven
35:59 eight seven eight nine billionaires have been on my stages I've been doing this a long time no one ever asked me that
36:05 before ever how badass is that
36:10 at first I thought what what are you talking about
36:16 you know because if you've done something you're comfortable every new request seems crazy but you know what
36:21 those crazy requests change the world I want you to think about that how would
36:26 you think about that now we had already had an agenda so that wasn't going to work for this particular one
36:32 but she's still got an hour more than she was going to get because she asked because she asserted herself she goes I
36:39 want more time on stage I'm going to ask for that does that make her crazy or bad or awful no it makes her successful
36:47 where are you asserting yourself where are you asking the big questions where are you asking for the favors where are
36:53 you pushing that's what I want you to do that's your next level you don't even know it this is part of the things I do
37:00 with all my groups many of you guys know this I even teach this sometimes in growth day that I want to make sure you finish every single Friday part of your
37:06 Friday finishers you make a bold request you don't finish a Friday without an
37:14 email going out or a voice message going out with a bold request
37:19 find that person on LinkedIn email them DM them message them you think oh no no
37:25 I need to wait until I have a million followers I need to wait until I have a hundred
37:31 thousand downloads I need to wait until we hit 5 million I need to wait until we hit 50 employees I'm like no no no
37:37 now make the Bold requests now because later
37:43 is perennial make those Bolder requests sooner faster
37:48 get in it successful people are assertive people right now when they're
37:54 ready they go over and over and it is a Difference Maker I can tell you it's
37:59 like you would think that they're so like sometimes you think they're breaking a boundary or they're bold but
38:04 remember even Steve Jobs here's to the Crazy Ones
38:10 think about that turn the person left right give him a nice Shake say you look a little crazy tonight
38:15 I want you to be a little crazy once in a while and allow yourself to do this hey here's
38:21 my question where are you lacking this is it your career and sometimes I'm not lacking that I go
38:28 okay do you have any employees yeah any difficult employees yeah any employees you should let go of five months ago six months ago yeah okay you're lacking that
38:36 hey you have a good dream any big Ideas yeah how long I had that idea three four five months yeah have you done anything
38:41 about it make any bold requests pushed it made it haven't bought the thing invested gone yes no no you're lacking
38:46 that and you're in my world Aaron's like what are you doing as part of your coaching and are are coaches in the room our
38:52 chpcs you know I have this thing it's like as a coach as a mentor
38:58 I'm paid to push I'm here to push you into another level of assertiveness notice there are good
39:06 ways to be assertive and bad ways right some people are very assertive but
39:11 they know how to communicate they don't know how to give they don't know how to serve and that's the stuff we were talking about earlier they're

39:16 assertive but they're takers there's a difference you learn to be in
39:22 full of your like really in full of your full Powers when you ask you're okay if
39:29 they come back with no takers if a taker hears no they're like
39:36 well I knew he was a dick who knows what I'm talking about
39:42 takers when they are told no they get mad
39:48 they stop trying they get bitter and they're in the back of the cage
39:55 but listen to Jamie Kern Lima she comes out and she says guys like let
40:00 me tell you I heard no so many times and she's smiling when she says it it's
40:05 almost like she liked the nose did you pick it up on it she liked it
40:11 she was okay with it she was like and then you know that investor called me
40:18 and then see pretty woman the dude oh yeah you know she wanted to but she didn't assert that
40:25 but it's so different isn't it it's different be more assertive allow yourself to do it you can do it with
40:31 Grace all you have to do is go I'm not taking I'm asserting and if it's a no it's a no let me adjust let me pivot let
40:37 me go again let me be kind I can receive a million no's and don't think the person give me a no I it's just I just
40:44 for me I talk not the time not Divine guidance right now not supposed to happen with this person I can keep
40:50 trying but I'll always try in a graceful respectful professional manner but the
40:56 thing is I will try I will try I will be assertive and I
41:01 want you to do that next up practices sometimes
41:07 we just got to look we just got to look at your practices
41:15 we gotta look at your practices what are your practices in your marriage
41:21 when do you get to work how do you work the day
41:26 how do you manage your schedule like what's your process like my friend Natalie I think she's in
41:33 the back she's founder of Boss babe and Natalie's so yeah yeah she's like the home for the ambitious women she's oh
41:39 unbelievable I mean like literally she totally gets this right she totally gets it home for ambitious women and she has
41:45 this thing it's a whole operating system for her life and it is so detailed and amazing and I
41:52 was like yeah okay whatever and I watched I'm like dang her practices are another level
41:58 most people don't have any practices because they're reacting all day they're in defense when you have more practices
42:03 in your life you're in offense you are structuring life better and sometimes you just need a coach to sit down with
42:09 you you need someone to look at your calendar you need somebody to walk through the day with you many of you have experienced this before you got a professional executive assistant or a
42:16 professional organizer and you thought oh yeah and I know some of you I know some of you you thought you did pretty
42:22 good in your house one day and then you turn on HGTV
42:27 and you saw how those professional organizers do a closet and you're like oh I don't know anything
42:34 because their practices are another level who knows what I'm talking about yeah I remember my wife and I did that we did our we did a fancy closet we
42:40 thought it was a pretty fancy closet and then one time I come in and she got the popcorn in the wine she's watching this thing she's like
42:47 watching this people who are professionals do a closet it's it's another and you would think
42:54 there's only one way to do class oh no let me tell you what it's a gentleman
42:59 like what's he talking about uh what I'm telling you it's other level same thing
43:04 in success successful people they've got better practices to make themselves feel
43:10 alive they got better practices for handling conflict and relationships they've got better practices for finding
43:17 meaning and fulfillment even as they're pushing hard they've got better practices to develop skill and
43:23 competency and growth and you got to find them get in groups with them Mentor them take their classes read their books
43:30 listen their podcasts who Geeks out on this kind of stuff I
43:35 I'm always on the hunt for that those better practices and I do all those things I invest I go to the courses I
43:42 get involved in the groups like how I meet so many people it's like I'm always trying to figure out what is that better level practice not because I'm
43:48 unsatisfied because I just want to live life to the fullest anybody else I just I want to live life to the
43:56 fullest I want to live life of the force with the people around me and that is where this last piece comes in
44:01 the people who you are around what we called earlier your peers and I'm gonna
44:06 make sure I underline peers this is your environment this is the people who you
44:12 surround yourself with this is the energy you are putting yourself in over and over and over in your life with your
44:18 Mentor with your group because even just two days together I want to be on it I
44:25 want you to be honest did anyone here have in two days just two days together
44:31 in this group did anyone have in this large group in a two-day period have a life
44:38 shifting insight something that shifted stand up if you had a life shifting Insight in two days
44:45 let's go growth day in two days have a seat congratulations
44:51 a life-shifting insight and here's what I would encourage if in two days you did not have a
44:57 life-shifting Insight either a you're just one of those people like I'm not standing up and participating anymore
45:02 dude already made me hug four people I said I'd hug four I'm up to 10.
45:10 what the seriously dude or you're tired or your knee hurts
45:18 or or you haven't been in a learning environment for so long that you find
45:24 your own life shifting insights
45:31 see I never go to a conference or seminar or a Meetup or a group expecting the stage to give it to me
45:40 I'm gonna find a life-shifting insight every day
45:46 why do I read every morning for 30 or 40 minutes because
45:51 because I'm going to find something and life shifting can be as simple as the simplest things John Gray one time he
45:57 wrote a book called minor from Mars Women Are from Venus and he taught me this he said Brendan
46:03 when you come home from your trips when you're traveling when you're out to work and you come home if Denise is at the
46:09 house because she does those things too but if she's at the house first and you come in what I want you to do I want you
46:14 to wear a watch I go where watch he knows I don't usually wear watches
46:20 why do you want me to wear a watch because what I want you to do is I want you to come in the house before you come to the house put yourslf in a good place when you come in and you get in
46:26 there I want you to glance down your watch don't let her see you look at the watch all right man okay and then all I want
46:33 you to do is let her talk at you for 20 minutes
46:39 now be very careful don't let her see you do that [Laughter]
46:45 but I want you to be aware of the time and I want you to let her talk at you for 20 minutes that's your job Brendan
46:51 let her talk for 20 minutes you shut up you listen you're allowed to say three
46:57 key phrases to her but that's it that's all you're allowed to do three key phrases 20 minutes that's the job
47:04 I'm like what are you talking about he goes you're allowed to say tell me more about that
47:11 you're allowed to say it's so hard that's so frustrating you're allowed to say
47:18 I'll support you wearing this together that's it 20 minutes he goes you know
47:23 what's going to happen in 20 minutes Brendan I go what she goes she's going to run out of gas
47:29 she'll have said it to you she got to express you were present you listened
47:35 you held space for her instead of you coming home asking requesting doing
47:40 something putting everything she's the priority she's the number one priority you come home she's your priority you're
47:47 there with her in a loving stance and you just allow you just receive you
47:54 don't have to change it you don't have to fix it you don't have to accept it you don't have to agree with it you'd have to take it on but you don't get to

48:00 rebut you don't get to ask you didn't get to push you just take for 20 minutes
48:06 because you being able to take it for 20 minutes is you giving for 20 minutes
48:13 [Applause] now some of you will say that's a
48:18 life-changing Insight some of you will not to me that was life-changing now whether I do it whether it's the 20 minutes or
48:24 not I know most people in their personal relationships don't give that kind of presence they
48:30 just don't they don't so that was life changing that was life sometimes it's Common
48:36 Sense be present with somebody for a little while let them talk but we don't do it do we so sometimes it's right in front of you
48:43 common sense is not as common practice but if you're not with the mentors who say those things to you that's a higher
48:48 level of practice the reason I got to hear that from him because we were in a group together we're in a group together he says oh
48:54 you're married how's that going I'm like it's going pretty good I can't believe it he's like oh tell me about some of your marital practices I was like oh

49:01 well we like go on date nights and a vacation and and I love her and he's like
49:09 he's like okay young man and he just he dropped about 20 of those life-changing insights because I was in a group
49:15 because he had practices who follows this yeah that's that's why I got to be here I'm here because of those groups
49:22 and those practices and I would love for everybody in this group at some point going through one of my groups or go
49:27 through somebody else's group where you're just like I got it I understand it and I think you need to get a new group
49:34 that does these things that levels you up a little bit who feels that energy right now like yeah I
49:41 just feel that I feel that who felt that from Anthony trucks today ladies and gentlemen who felt that from Ed Milan yesterday
49:48 ladies and gentlemen shout out for Jamie Kern Lima
49:53 yeah when you're in that energy it's different so turn the person left right shake them say get in some good energy
 
 I Can. I Will I Must. Let's Go.

Thank You Brendon Burchard.

Full Transcript - YouTube: @Brendonburchard

0:00 This is a pivotal part of the weekend right now You guys I said this yesterday you're in for a treat you're in for a treat right now
0:07 I think you're all gonna need to get on your feet for the next speaker here to welcome him
0:12 Who's heard of Brendon Burchard? Brendon Burchard is the number one New York Times bestselling author and the world's leading high performance coach in October 2017
0:25 He was on the cover of Success Magazine Where the article named him the world's highest-paid motivation and marketing trainer
0:31 He has several online personal development courses on kajabi Of course and with Oprah Winfrey Network and has trained over 1.5 million students The Oprah Magazine
0:40 Named him one of the most influential leaders in the field of personal growth, but let me tell you something. That's all cool
0:46 Everybody knows that you guys you've heard all that, right? He's also the best human being on the planet, right?
0:52 You see him you watch his videos you watch his blogs you listen to his podcast and you think man that guy sounds cool
0:58 But maybe it's a facade maybe he's not really like that. Let me tell you he's really like that all the time He has that energy all the time

1:04 He carries around travel pouches, and he's he's always on and and he is the nicest person
1:11 He's the most generous person in the world I the pleasure of going to Puerto Rico with he and
1:16 His wife Denise and my wife last week and he invited a bunch of other smart people down not implying. I'm smart
1:22 they they were smart and and he's just so generous and and he just gives gives gives he wants to help everybody with their business and
1:30 He is just a great friend, and I call him my brother. So please welcome This video which is going to introduce
1:39 Brendon Burchard
1:46 One of my good friends and most talented people, I know Brendon Burchard who's one of the most successful cultures in the world today
1:55 New York Times bestselling author whose videos have been viewed over a hundred million times online
2:01 He consults and coaches people like Oprah Winfrey, Arianna Huffington, Usher, and many more. He is the top 100 most public figures on Facebook with over 10 million fans
2:13 2 million students Myself being one of them in the set of you as well have taken wanted an online course
2:21 And there are tens of thousands of people with
3:19 Yeah
3:56 How you doing, Kajabi?
4:01 Do me a favor turn that person left or right shake everybody in the room and thank you for being here
4:14 Have a seat beautiful people. Let's rock and roll I Couldn't hear you. Could you hear me I
4:23 Was like are they hearing what I'm screaming? I know It's a huge honor who's had an awesome two days at Kajabi ladies and gentlemen
4:39 He's gonna hate this but Kenny's right over there would you give him an unbelievable round of applause let's go guys let's go
4:55 If you don't know my story, I'm really about to know you with that but I'm literally on the stage because that man
5:04 Like our careers and so much of our lives has kind of gone
5:11 Lockstep together like even before Kajabi launched to the world. My first online course was on the beta kajabi
5:19 And as we started marketing, it wasn't the same tool. We all have the blessing of having today
5:25 So I'd be like launching a big program and I'd say Kenny. Uh, I'm trying to figure out this HTML code
5:33 Like what would you put in here and he'd email it back and he would email the file back the HTML file
5:40 Anyone ever build a web page before back then? So he emailed me back I'm like Oh look at this code and and I take the code and I change and I tried to move the box and email Beckham
5:47 I can't get the box to line up here Kenny the CEO of kajabi
5:53 Can you help me line it up and we would work till 1:00 to 3:00 in the morning coding pages together
5:59 Like literally and that would go on for three or four years I do a big launch of promotion with Arianna Huffington or or or somebody from Facebook or Oprah Winfrey and
6:10 Literally, it'd be going back to Kenny at night. Hey, I promised him this can Kajabi do it?
6:15 He's like no, but we can build I'm like tonight
6:22 And we literally built this thing like so many of the templates that you have in there are things that he and I originally probably put up, you know in like
6:31 2010 11 and 12 Like we were working on it now everything works fancy and looks amazing and his beautiful that we know today
6:38 But I want to share that with you because that's when I began really That's when I began my career scaled
6:46 literally as kajabi got better functions my career as it is today with millions and millions of people on
6:52 Email lists in funnels in videos and courses literally just kind of scaled even you know on this last trip in Puerto
6:59 Rico is like hey candy can't do this yet Backstage today. Hey Kenny. I learned this new thing. Can it do it yet like
7:09 Every time I learn something new I'm like, can we do it and half the time? He's like, of course you just go here here here and the other time he's like no we should build that and then literally I'll get an email like
7:17 Ten days later sex. It doesn't now just try it and Like that willingness to build towards what his users
7:25 Needed is why kajabi is the best damn system in the world today? That's it
7:31 That's it, brother Because that was one of those guys and in
7:38 2007 and eight who had 15 different programs anyone ever like I had all of them
7:44 I mean you name it I had that system and I was trying to make it talk to the other one and talk to the Other one and my customers mad because I couldn't log in here and we couldn't figure it out here
7:52 my team's like we have that what which isn't where I log in no my gosh and For 10 years. I did all of my own marketing and I say all of it and Kenny conveyor 5
8:01 I mean we're talking I wrote every email did four post a social media every day
8:07 Put my videos up Marketed ran all my ads by myself built every single page every single email campaign every single pipeline
8:16 By myself for a decade never had any marketing help. I had customer service out but never any marketing. So for me, I
8:25 Literally had to figure all this stuff out as we go along and I'm just here for those who are new or just god
8:30 I'm like does anyone ever look around the room and say you guys are so lucky Cuz you remember how hard it was?
8:37 you're just like it's just like when a millennial complains about something to you really hard and you're like
8:44 My dad fought in like World War one what are you talking about? You know or or you know what I mean? Oh It's just like it's hard to explain the people how hard things used to be and I also say that was so much joy in
8:54 My heart because everybody in this room if you have the blessing of being in this room using kajabi
9:00 I'm here to tell you you don't have a ceiling There there there is no stop to your growth
9:07 There's only a stop to your motivation in your drive Right the tools used to stop us now the tools enable us. So where do you want to go?

9:16 What do you want to build? How big are you thinking? what do you really want for your families this next 12 months and
9:24 18 months because as I've built my career in my brands it always was centered upon those types of things. I never wanted to be
9:33 Super followed or super famous or super wealthy because where I came from we didn't have any of that I came from Butte, Montana
9:39 NE Montana's in the room Yeah, baby Probably my cousin or something a
9:47 Lot of enthusiasm Montana's the fourth largest state by landmass, but we still just barely crack a million people
9:55 so you notice they got Alaska California Texas them in Montana, you know and I grew up in a
10:00 truly economically depressed Irish mining town I grew up in Butte, Montana
10:06 Tough town to grow up in not a lot of resources When I went to high school
10:12 You know went to another town that was didn't have a lot of money in it My parents working, you know full-time between the two of them trying to make money for us for kids
10:21 I literally even today I don't know how they did it. I just don't understand how they did it and
10:26 as We were growing up We struggled just so much along the way I never even understood that
10:32 People had any money until I went to college and there were kids in college While I was working three full time jobs and going to college full time
10:42 Literally other kids had like a car that their parents bought them and this like boggled my mind
10:49 Because the town of you know in something, you know Sometimes people say I grew up on the wrong side of tracks the town I grew up and didn't even have tracks
10:57 Um, I was just not wrong. I was like what and then I see people get like parents renting people
11:02 You know, their kids houses are buying their kids houses for college I was like, oh my gosh, my whole ambition. My entire life was like if I could make
11:11 $40,000 a year My life would change completely Because my parents working two full-time to never got that no one in our town earned that where I grew up so that to me
11:22 It was like, you know as everyone now says well, I want to be a billionaire I was like $40,000 would be a pretty amazing to me and
11:30 You know and then I remember doing the first launched with kitchen hobby that we really went in on
11:35 It was like I mean for ty thousand dollars let alone you know in a week would be good and then we did it in like a minute and
11:43 It was like okay the tools and the systems and the things Changed it went from just like I hope I can share my message with the world to oh, this is a business
11:53 How many people had that opening in the last three or four years we like? Oh, this is a thing anyone else
11:59 You like? Oh I can make oh there's some I can I know you had Rachel Hollis here. Yes, I would shoot a great job
12:05 She's so great. She's so great right at the start You know as girl wash your face was taken off. She came out to the house and
12:12 We sat down with her and Dave and I was explaining all the things some of the things I'll share with you today And she's like, oh we can do that's a thing and this is a thing and this is a thing
12:20 I was like this industry has this is not new, but when you're in it when you're at home
12:25 It feels like everything is new and everything is scary and how does it all work? But I know many of you right now in this room you're ready to scale to
12:33 Like you already invest in this system you invested in the team and you're like, okay how do we scale so that the title it kind of gave me today was how are
12:43 These people out there like really crushing it like doing ten million or more a year
12:49 How are they doing? I think I was the first 10 million dollar a year guy back in the day. Yeah was I?
12:55 Okay, I never got it. They had no badges back then. I
13:00 Think Andy took a screenshot. He's like, holy shit. Oh shit. I think that was the back
13:11 I know I don't remember get nothing out of that. I mean
13:17 My reward was we do a launch And I do a big online launch and who's never shut down your launches at midnight before you shut it down at midnight
13:25 So we shut down midnight and I'd have to turn it off, right? so my little reward was I do a big affiliate type launch and you know in those last couple hours he just
13:35 you know just Huge numbers huge numbers and it finished and then of course I'd have to invite midnight and then it'd take about an hour and a half from midnight to about 1:30 to call all the affiliates
13:45 All the promotional partners talk with the team. Shut it all down be about 1:30 in the morning and
13:51 I developed this rhythm. I was like the first time it's like 1:30 in the morning. I was so excited He went home because I had I rent a little place where I could shoot my videos and do my work right now go home
14:01 I want to my wife but she's like she'd be sleeping So I just okay I go to bed quietly
14:06 I'd be so excited so excited and I was like, you know I got to develop some kind of reward system and this is my big fancy
14:12 Montana reward system. Okay, the little place that I was rent and also had a bedroom with a shower in it
14:18 and I remember I was like so tired and I went to go to take a shower to celebrate this big launch and I was
14:24 About to get in the shower. I think you know what? No I need to celebrate but none of my friends would be up at 1:30 in the morning after a big launch and you know sometimes
14:31 You do it most of the work yourself and these days those days I was again I had to shut down the launch I built everything myself. So it would just be me
14:38 I'd closed it down at night and we we'd have life-changing type of money, but I'd just, you know go home
14:44 I was like, okay well I want to take a shower and those who know why you have dick showers cuz you are so sweaty and gross
14:50 After a five or six day launch. Have you ever been more gross? And why is it the end of a launch you just like at the beginning about you're so excited at the end
14:59 You look like Frankenstein And you're hoping for the damn thing to close down so you can shower so those of you who you know
15:07 What I'm saying, so I said I said no. I stopped the fridge got myself a beer
15:14 Went over and many of you know me. I can't really handle a beer. So this is gonna be good night
15:19 so I get that beer and I went and wait I go in the shower and I just stand under there the hot water trying to become a human drinking a beer
15:32 And I was like I made it
15:39 So to say the least I'm not super fancy cuz that was my way of celebrating a million dollar lunch a beer in the shower
15:46 Good job, Brandon But all of the celebrations along the way I got to talk with Kenny about it
15:55 I got to thank him and celebrate with the entire kajabi team as that team went from you know
16:01 Kenny and two or three other people - now this incredible organization and company the change in the world today
16:07 I got to go along lockstep So for me like this is I haven't been this nervous and so long to be on a stage
16:14 Because this is also the stage and the company that made me so thank you guys for having
16:28 So I got to tell you this big fancy thing of how how do you get to ten million and I was like well
16:33 what I like to do share some principles that help me do that along the way and then More than that and double that and more than that and and just kind of break down some of the ways I think about it
16:42 And then also I always get that question from people who's like well if you start it all over again with kajabi What would you do and I'll share those four things towards the end of like well
16:50 This is what I would do also help you diagnose if your company isn't growing the way that you want There's pretty much ten reasons that it's not in this industry anyway
16:58 And we'll just kind of break it all down as you go along It'll be more of a technical presentation that I usually give because I'm more of the you know
17:03 Let's dance and motivational kind of stuff, but hopefully you'll be able to stick with me because I think it's really important
17:08 There's a lot of myths about what's happening out there. How do you reach ten million dollars? Well, I'll tell you what, it's not it's not about views
17:16 So some of you who obsess and live and do nothing But I got to be popular and I got to get views I wasn't super popular or had lots of views when I had ten million dollars in the bank
17:26 It wasn't like that when I had a hundred thousand dollars in the bank. It wasn't about that. It's not about the views
17:31 It's also not about sponsored posts cuz influencers always think oh, I gotta do sponsored posts and listen
17:36 I know some of you were like, but I'm not an influencer Brendan I'm like if you have a business and you an entrepreneur in the United States of America or anywhere in the world and you get
17:43 To wear that badge. I'm an entrepreneur. I'm a CEO you are a person of influence. We're the ones gonna change this world
17:50 Can I get an amen on a Saturday? So
17:56 You at some point in your life you step into that full ownership of the truth that you can lead that
18:03 You can change that you can influence other people and if you never step into that, that's why you kept step
18:10 That's why you keep stepping in and out of your business You didn't own I work with a lot of CEOs who never owned it some of you in this room even with all due respect
18:16 You're still approaching it as a hobby. I kind of do it on a side here And you know, I kind of make some money there and I can do that and listen without taking full ownership of your dream
18:26 You will never scale an empire If it's not real to you you won't make it great
18:33 It's kind of like, you know, the world doesn't need more half-hearted lovers Right, the rule doesn't need more half interested parents
18:42 The world doesn't need more half engaged entrepreneurs and leaders either you either own this in fact
18:49 You are responsible for this dream that was sown in your heart If you've got that dream and it is in your heart you are responsible for it and when you fully own it
18:58 It asks you to expand Because no human was ever gifted from on high with a small idea
19:05 Right. We are here to take care of each other and when we are here to take care of each other at some point we
19:11 Got to own that in art you own this business. You are the captain of the ship You're gonna make this big this big or you're gonna keep titling and peddling and journal and hoping in heaven
19:21 And there's nothing's ever to happen at some point It's got to be real in your hearts that you need to make this thing big and you need to look bigger than what most people do because now we're in the the
19:30 Sort of social media influencer world versus the influencer world or the leadership world or people like I guess I'll make you know
19:36 I'll get famous know, you know, get some sponsored brands. I'll partner with some ad people and I'll make a little money and
19:44 They're so small. They're thinking about monetizing one post Versus changing the world and that's why we have a problem
19:51 We have so my so much like become myopic thinkers, the little things right in front of us that we can't see the dream anymore
19:59 and every time we take the idea or the vision away
20:04 Every time we stop seeing that dream What we do is we kind of look around what's in front of us
20:10 And what's in front of us is there's always stuff and now you're distracted You have all the tools all the ideas all the capabilities
20:16 but your distraction is killing you that's where I was tell people I said, well Brendon, why won't the you know
20:22 I can't get I want my dreams don't come true. The universe doesn't give me anything I said maybe the universe isn't giving you exactly what you want because based off based off all your distractions
20:32 It's simply unclear what you are asking for. I Mean you're doing a hundred different things
20:39 Versus the dream the mission and the ambition and this group doesn't need a Productivity conversation from me
20:45 But if you don't own this dream fully, I mean really embody it you are never going to bring it to fruition
20:52 That dream was sown in your heart that business idea was given to you you are
20:57 Responsible for it and when you feel responsible for it, you don't just go you don't just like I got an email out
21:03 Cuz who's done that on Friday? Yeah, it's an email like no you're like, okay I'm building something here that matters you have to own the three-member site. I own my dream
21:14 Jennifer's letter I shake them so you have to own the dream
21:22 You better be thinking bigger than views You better be thinking bigger than posts. You better be thinking bigger than that because how do you get big you build a real business?
21:33 With recurring revenue models you put in those evergreen product funnels, you build those high-end services and events
21:40 You go for it You don't keep saying some people don't know do you go there? You're like, I'm gonna do this
21:48 It doesn't mean you have to do everything at once, but it does mean you must unlock that part of you
21:54 That doesn't want to play small anymore. Right? Well, you got a lion in your heart you got it at some point stop living as the mouse and
22:01 that's what happens you have tools and capabilities to scale infinite ideas today and
22:07 Most people are just worried about their Instagram post I'm like, oh my god. Where did we get?
22:13 So trapped in small thinking what I want you to do is think about building an empire that takes care of your family
22:20 I want you to think about building an empire that Fuels and feeds and pays for teams that are engaged by your mission
22:29 I want you to build an empire that you're like this is gonna change the world if that sounds too highfalutin for you
22:34 I'm just that kid from Montana who said you know what I had something to happen to me and
22:40 I want to use it to inspire people for those don't know my story. I had a car accident
22:45 when I was a 19 year old kid and I'd been depressive and suicidal
22:50 and then I had an accident and That accident was a good thing for me because it kind of knocked some sense in a young boy's head

22:57 They said hey life is short kid You know, I won't tell my whole story some you were hurt at my events
23:04 but orbit as a 19 year old kid being confronted with his own mortality in such a
23:09 very visceral scary way I learned about mortality motivation
23:15 you know the idea you should be so motivated in the morning not because you're perfect not because everything aligns but because guess what you
23:24 Got this breath You got this day. You got this opportunity. I would say listen
23:29 I know the difference between people and the major differences are they are where they're gonna die some day
23:36 Because some people don't quite they haven't quite connected with that. They haven't lost their parents Maybe they haven't lost someone close to them. Maybe they never got sick
23:43 Maybe they're never in the hospital bed. But once you get mortality motivation Everything from there is reverence for life
23:50 Everything there is a deep appreciation for this moment. I don't got to motivate myself
23:55 Because it's built-in to your heart. It's built in your DNA It's built into life when you know
24:01 You have this moment and you have it as a gift you want to give? everything into it and to appreciate
24:08 it and all I knew was I got in that second chance from the car accident and it taught me at the end of my
24:13 Life, I was gonna ask whether or not I lived my life It was gonna ask whether or not I had loved and I was gonna ask whether or not I made a difference
24:22 So you guys see it out there for me live love and matter All I wanted to do at the beginning this career
24:30 Well, I didn't think about in these terms the way that we now know at the beginning my career. I just want to tell people
24:37 You got a second chance right now if you got this breath You got a second chance right now in your marriage
24:44 You got a second chance right now with the kids You got a second chance right now with the business next tomorrow morning when you wake up. It's another chance
24:51 to show up differently to think differently to feel differently to give differently to love differently every
24:57 Max morning, you get to rebuild ever those second chances. Second chances are evergreen. It's every morning
25:04 It's every day. It's every interaction I just wanna say listen if you get the gift of having a second chance
25:10 Then live more fully next time love more openly this time make more of a difference intentionally
25:16 That was my business model That's all I had. I literally wanted to start telling people about their second chance. I called it life's golden ticket
25:25 I said I just want to tell people you got a second chance So if you get a second chance earn
25:32 this chance Earn it Earn this day earn this work. Earn this love earn this get earn this don't throw it away
25:44 Earn it because it's so short. I Didn't have a business mom. I just want to tell people you got a second chance earn. It's live. Love matter

25:51 That was all I had in other words. I had a message and a mission
25:57 That's all I had. I didn't have the tool. I didn't have the business model I need nothing about business who came into this room because you did have a message
26:07 You did have a mission and that's driving you way more than technology yeah, because the technology changes and gets better and better and better but the question is do you change and get better and better and
26:17 Better and better because I'd know about Kenny he and I both grown as men
26:24 over the same time as the capabilities grew and kajabi and That's the bigger question for you is if you're gonna grow as a human being as a business owner
26:32 Kenny was not a great business owner. And either was I when we began we were like coding we didn't really quite know now
26:39 He's a phenomenal business leader and I became that too So for those who've you feel like well, I'm not that yet. You need to own this fact that you are the business owner
26:47 You are gonna build this thing if you want to earn this thing
26:52 You're gonna have to figure these things out the people get so scared by that but I love it it's building a real business what kind of business a real business so are you gonna build like I tell you I said are you gonna build like a
27:03 Campaign funnel or you gonna build a business? Are you gonna build an email sequence? Are you gonna build a brand?
27:10 Right  Are you gonna do marketing or mission building? It's just a different choice. That's why I choose. Kajabi
27:16 It's just different choices that people make and I really feel like if you could really decide here more than anything you learn here
27:23 But make a decision in your mind that I'm gonna build something Significant and I'm gonna earn it. Are you willing to like honor stirlitz so hard I will honor every step of the way you'll be
27:36 Outstanding you'll be on this stage You'll be out there and we will be watching you and we will cheering you on
27:42 Because you went and did it and you earned that can you all do that with an Amen on a Saturday? Ladies and gentlemen, it's like at some point at some point. You take this more seriously
27:53 And if you won't do it for you, you better do it for your family If you won't do it family do it for the community if you don't do it for the community to the family do it for
28:01 The earth do it for something because you wouldn't be in this room seeking out more unless you already knew it was there
28:07 Now it's time to own it we got to build a real business and In our industry when I talk about our industry
28:14 I mean anyone who has the opportunity to sell digital content or subscriptions or utilize kajabi for it. It's for we have the gift
28:22 I was tell people like Oh in my career people said well Brenda, how'd you do it Mike? Whoa, I had this menu of things
28:27 Yeah Like if you look at this thing up here, this is like a menu of things
28:33 You can totally take a picture It's like a menu of things like when I began in the industry
28:39 Here's the first thing if you are beginning in an industry Your first job beginning in any industry is get the menu of things you can do to make money
28:47 Like understand the lay of the land if you're in a new industry What's the menu now just like a restaurant you want to eat everything and many of you that's your problem
28:57 You look at these things you've tried to do all of these things in six months and this is why you hate your life
29:05 Like no no, yes life is short but in business you play the long game
29:11 Life is short. So take your relationships in your life and your time Seriously, but in business you can't play the long game and to play the long game. You gotta do one thing
29:20 Well, then nothing. Well then another thing another thing. Well you kind of build at it That's what I call it empire building not Empire got it
29:28 So you gotta go, okay, wait, what is it what is it for you when I looked at this I said well, you know
29:34 I love coaching and I like to write books and I think could make you know really makes sense for me to teach an online course and

29:43 I started with just those things a book me coaching Online course. That's how my career began right those three things for about two or three years
29:53 They're pretty good. Then I added on a live event and that's all I did for seven years just
29:59 Trying to get excellent at those things. So You got to kind of pick from the menu. What do you want to do? And then you're gonna make them excellent
30:07 We're gonna talk about that idea. Later So I looked at it and for me it was that when I work with like Rachel's she was like well, you know
30:13 I kind of I think I'd like to do like the you know, she was already in the book and then it was like okay doing new podcasts and then we just taught her subscriptions and membership and
30:23 Kajabi, and can he really built that for them? and so it was like getting things going they're like Oh, we'll do a live event then and they're adding on as they're going on
30:31 We'll write a journal and they're just adding one new thing as they go do one thing Well add another one but even they would share they're going a little fast for themselves
30:40 They're going a little fast, you know, you're going too fast if you're too wiped out
30:45 If you're going too fast, you're wiped out or you're failing to build team
30:52 That's it Right, so you got to pick like what do you want so I picked what I want I mean, I was an author this is like them but probably the most like
31:01 oddly famous picture of me on the Internet I don't know why I think I didn't really don't know why but it's like I remember that moment
31:08 My lady took that picture what was happening was I had decided to write the book and do a coaching and my first event and I failed I
31:18 Failed really bad. I had left a good safe corporate job and
31:23 Started writing the book Book was about to come out. I just had no idea what I was doing everything failed
31:31 I went bankrupt I had to move in with my then girlfriend so moving to her place and
31:37 she took the fix from one time and she showed it to me later after he had kind of you know done better and I Just remember that that's my mom's fold-out
31:45 Three-legged table I borrowed from her sewing room. So she had a sewing sewing machine on top of that
31:52 That laptop I had to give back to the company that I just left. I had 90 days to use it
31:58 That's basically the whole apartment I would use the bed to put stuff on as you see and I'd always have like
32:04 you know DVDs and and papers and my journals and invoices and bankruptcy papers and vision boards all over
32:13 The bed because that was all of the desk space that we really had and then you know I'd sit there and just try to work all day, but honestly, I was kind of not doing a good job
32:22 I was kind of faking a little bit Because I just didn't quite believe yet and
32:31 One night I'm kind of I'm late on this book. I'm late on building this page I'm just I'm just not in it yet and and
32:38 My lady walks in and she tries not to disturb me And she walks by cuz I'm typing along and but I'm kind of it's not really I'm trying to get out
32:46 But I'm not really and she goes over and and it's late. So she crawls under the covers of the bed to go to sleep and
32:53 I just happen to look over right then and I see her getting settled and All the stuff is still on the bed and I see
33:01 my beautiful girls sleeping under the weight of my bills
33:08 And it was just like ah, it was like the heart I literally felt a crank one, you know because it's like because
33:19 None of us want to see our own in action
33:24 cause pain in our families none of us want to be the responsible party for our family like
33:32 withering under the weight of our own bills because there are in action our lack of clarity our lack of discipline or good habits and
33:38 That was true for me and I saw it. I just and it literally snapped me and I was like never again I'm gonna figure this out
33:44 I'm gonna get done and it was just like I wrote all night because you know what? Sometimes the biggest gift you can ever give yourself. I mean how many of you in this room?
33:52 You'll do more for other people you do for yourself So you better tap into that every day every day
33:58 There's a little card next to my computer says who needs me on my a-game today
34:03 Because you know what for me I could screw around all day who's good at screwing around all day. I can screw around all day
34:09 I'm knocking around all week some of y'all been screwing around for decades. I
34:14 Get ZZ screw around but somebody needs you somebody needs you and you have to tap in that because I say listen if you won't fight for yourself then your job is to
34:24 Find somebody to fight for And if you don't like the language of I don't fight right in I said, okay then find something bigger than yourself to love for
34:34 Because until you tap into that that's why You're sucking went on a Wednesday versus working
34:41 It's why Thursday, you got nothing done or Friday, you're disappointed in the week because you're focused on yourself, right?
34:49 Because it's easy to screw off when your focus on yourself but when someone needs you and You really connect with that every day

34:56 you either connect with that dream or that mission ambition for yourself or for somebody else when you really connect with that and
35:03 It's in your heart. You don't screw around You just don't I was never ever going to allow
35:11 My lady to sleep under my bills ever ever Again, I said if she's sleeping under something, it's our dream house. You know what I'm saying?
35:19 it's like if we're gonna do something we're gonna go at this and Thank God I had somebody who believed in me because you know, what sometimes?
35:26 Confidence is just the ability to believe that you can figure things out and she believed in me She believed in me. Thank God because I just kept writing. I got so motivated to just change our lives. I wrote that book
35:38 I did that launch and we went from literally bankrupt to 18 months. Later We did a 1.6 million dollar launch in seven days. There's like

35:48 God Thank you And better than all of that you talk about the money
35:55 but it was because her belief and she stayed with me and then that lady and that girl who was Literally paying for that rent in that apartment and and buying my groceries. She stayed with me and we got married and
36:08 I got to support her dream afterwards because sometimes the best thing is when you get to support other people's dreams, I would say
36:15 make your dream come true, so you get to make more people's dreams come true and If you can see more people's dreams on the other side of yours, you'll work harder for yours who needs you on your a-game
36:27 What do you really want to make happen in the world? If you don't connect with that every day, of course, you can't make it happen. You just have to believe in yourself
36:33 I tell people all the time. I'm like, well, there's my first seminar Some of you guys been in my events before it's like that was the first one
36:41 That's the whole room You don't know look here's the other angle
36:49 That was my first seminar room the whole thing it was I was so happy I had a little table like this out there and I had the laptop these little Altech speakers under there and I would come out
37:00 and the room was like this big I'm like And I'd have to hit pause, okay guys now calm down and
37:10 I'd be like there was like 22 people in the room. I always say like less than half paid. I
37:17 Counted the event lady was helping me. I counted my mom and Literally every time the water guy came in I counted him too. I was like one two
37:25 Because I want to say how many people were in this room It was that small and I just say listen never limit your vision for you or your family's future based on your current
37:36 circumstances or competencies big mouthful but
37:41 It's so powerful the principle of my life Don't limit where you can go I didn't live like it didn't bother me that I was writing my first book on a stupid fold-out table
37:50 It didn't bother me because I could see where I was gonna go It didn't bother me. There's only 22 people didn't bother me because I could see where I was gonna go
37:59 It doesn't matter what you know now it does not matter you you cannot limit your future vision
38:06 Based on what you know now cuz can you grow yes or no? you can grow and Once you trust you can grow then you can build and you'll build something significant if you don't trust that you can build
38:18 that's because You've cut yourself off from the dream Because you're only focused on what you have now
38:25 Difference between successful people and unsuccessful people. Sometimes that simple thing. They both have the same dream. Same wants same ambitions
38:31 It's just that when you're unsuccessful, you say well I see other people have that but I'm not like them or know how to do that or I don't have the things
38:40 So they stopped themselves Successful people also say the same thing. Well, I'm not like that. So I guess I'll have to grow into that
38:47 Well, I don't have those things. I guess I'm gonna have to build them. I don't know how to do that I'll guess I have to learn them. In other words, they take their inadequacies and put it on their to-do list
38:54 Versus avoiding it and running away and hiding in Netflix for five seasons
39:00 Never limit your vision your family needs you to have a bigger vision and once you connect with that everything shifts
39:06 Cuz it's not just about you anymore I also say never undervalue who you are and what you know Your greatest your greatest asset is you your story what you know
39:18 You cannot underestimate what you are capable of because you can grow and you can learn but for those of you who want a high
39:23 Valued business you'd better stop undervaluing yourself How are you ever gonna have a bigger business if you keep selling yourself short?
39:32 Doesn't work that way, but you don't have confidence like bubblebum. Look at me
39:37 Confidence is just your belief and your ability to figure things out Like I just believe I can any of you can run my business and I could run any of your businesses
39:46 with enough time energy mentorship Someone showing you what to do following a plan any of us can do anything
39:53 I truly believe that any of us can figure out anything It doesn't mean it will be the best in the world. But could we be confident and super successful? Absolutely?
40:00 I just believe it we can all learn and once you adopt a learning mindset then fear and disappointment goes away cuz you guys this
40:06 Is one more step one more distinction one more learning. You just have to have that belief in yourself I mean because I went from that little room to the bigger rooms eight times a year running larger events or masterminds
40:17 Then it went bigger with bigger dreams for what I wanted to make Renting out the Mexican national circus so I could they would only want to give me the tent
40:28 Then it was like big, you know And it just got bigger and bigger as my career went on then It was like working with all these fancy people to build their careers or help them with our mission to their cause than mine
40:38 But I'm not showing pictures so fancy because my favorite pictures that one That's my mom
40:44 That's my pops That would be the last seminar thank you. I appreciate that
40:57 That would be the last seminar dad got to attend was my first big one and
41:02 Then two years later, we lose him to cancer and he was healthy and there we didn't know he was even sick and he was so proud and

41:12 He would show up in the morning at registration and help everybody he'd carry every single box He would just be there because always telling me all my life just be yourself be honest
41:21 Do your best take care of your family treat people with respect be a good citizen follow your dreams have these good things he was saying and I always say, you know
41:29 What? if you won't earn more and build more for yourself do it for your family because success counts the most when you get given you
41:35 Get to give back to your heroes or the causes of the people who moved you because if you're in a room like this
41:42 You might not know it, but you already got the luck in the blessing you
41:48 You already made it Some days you just don't appreciate it. But you already made it. You're a room like this really are you left out? Absolutely
41:57 We all lucked out to be here Already made it That's the lady that's my girl Denise. I never saw pictures of her for 15 years doing this career
42:07 And then now we launched hpx our podcast again I hope you guys will all listen to HVX podcast and we do all these things together, but I'd like to show this
42:15 Not to brag but to give context when we show you all this was on kajabi 28 online launches over seven figures
42:22 So seven figures meaning a million dollar launch usually in seven to ten day period we did 28 of them
42:28 We learned a lot six best-selling books three podcast 24 online courses all these live broadcasts all these everything built from day one on
42:36 Kajabi, and at one point. It was kajabi and plugged into 15 other things and now it's today. It's just good job' Thank you
42:43 so much skinny So, let me give you some principles that I followed that helped me create and sell information or content or products
42:52 Whatever you call it for me. It's information. Right? So you guys might have different things. It's content for me create and sell things that
42:59 fascinates you that what if You aren't fascinated by it don't build it and sell it because you'll get bored with it because to build anything
43:08 Significant, you're gonna have to talk about it non-stop for three years minimum
43:14 Many of you are building things that you're tired of talking about after two months. That's why
43:20 You're struggling you're already bored with the thing. And the reason is because you did it because you thought it would make you money it
43:28 Wasn't a mission it wasn't something you really cared about and that's why people get stuck there. Oh, that's a good idea
43:33 I'll do it, and that would make me money. No, you're gonna get bored with it because it's not your thing yet You have to find the thing that you want to talk
43:39 If you don't see yourself talking about it every week for three years wrong product
43:45 Wrong don't even start with it. Don't even do it Just cuz it can make you money cuz lots of things can make you money
43:51 You can dress like a chicken and stand out front with it Say give me ten bucks and you'll be all good. Like you can make lots of money doing dumb stuff
43:58 So don't choose dumb stuff by lacking the ability to think they're like you got to talk about at least three years
44:05 Every week you're me pumped to talk about it. That was my first thing I was like, I'm not gonna build unless I love it. I won't talk about it. Number two don't create niche products
44:15 Market Tanisha's some people call it niche, right? so in marketing
44:21 there's this terrible belief still perpetuated by usually newbie marketers and trainers who lack the discipline to study the history of the very industry they are in
44:31 So if any of you are actually teaching people niche marketing timephone education about kajabi
44:38 Because if you're teaching that you probably didn't do your homework on what did niche marketing mean? Where did it come from?

44:45 No one ever says they said it niche marketing not niche product building
44:51 and Most people confuse the two so some of you you're running around 50 different directions because you're trying to build niche

44:58 products for all these different niche People and you didn't understand they didn't say niche product building
45:05 They said niche marketing and where that came from was back in the 20s some you guys don't meant like a complete history buff
45:12 At the dawn of like the modern Advertising Age if you had a Hoover vacuum cleaner as an example
45:19 They didn't say you should make a vacuum cleaner for all these different types of people in businesses
45:24 They said you have a vacuum cleaner you Need to put out an ad that sells vacuum cleaner to moms
45:31 You need to put out an ad that also sells the same vacuum cleaner to midsize companies Right take the same vacuum cleaner knock on all these doors and say this vacuum cleaner is gonna be so great for your house then
45:41 The other vacuum cleaners small business, you know what your business is growing. You really need a great vacuum cleaner. This one's really great
45:46 That's what niche marketing means. It means you change the marketing message in the market to draw an audience's to the same thing
45:52 So you can scale the same thing. Did Apple make an iPod just for chiropractors?
46:03 This is what I'm told on time all Brendon your high performance Academy, it's life-changing You should do a high performance Academy just for fortune 50 CEOs
46:11 You should do a high performance Academy or next one's gonna be just for dentists. You should do one just for moms
46:17 I'm like, I would be tired homie Why would I do that? No instead. I put an ad out that talks to Fortune executives the drawer the same thing
46:28 That's how you scale. I put another ad out that talks to athletes the cells in the same thing I put another thing it's different add different message to sell the same thing
46:36 That's what nice marketing meant So if you're somebody telling people to make lots of different products for different types of people
46:42 Then you are wasting their time and don't be a human that wastes other humans time ever
46:48 Learn your history. If you're gonna market some most of you. Listen, you're so crazy
46:55 Let me tell you. Okay, who knows what Apple is? Do you remember when Steve Jobs left Apple he came back? He's like why do we have all these products? It's just stupid
47:03 So when he came back to Apple, his first actions was to clean houses. No. No, we don't need 40 different product categories
47:09 Let's focus on these six And just for those who already know you're burnt out. Let me give you the metaphor for this
47:18 Apple one of the biggest brands in the history of the world at one point the highest valuation trillion dollar valuation and
47:25 You know tens of thousands of employees They have like six main products
47:32 Yeah, you have like the iPhone you have like the iPad. Here's like the MacBook Pro you have lots
47:38 Um some screen and some surround wear and their services. That's it Tens of thousands employees one trillion dollar market cap
47:47 Thousands of executives with six. How many are you doing?
47:55 Some of you suckers are trying to run 15 20 30 of them, no wonder you're tired and you don't know your children's name anymore
48:03 No wonder your best friend is Starbucks No wonder you are wiped out all that you are trying to run something
48:11 The size that a trillion dollar business is trying to run you need to narrow it down
48:17 And own that thing and make it a block buster that is printing you out millions. Just a few things printing you out millions
48:25 Instead of tons of them The good news is I knew that intuitively because I knew I was not capable of doing things that took companies
48:33 hundreds of people to do Like a good thing in Montana is that we have enough humility to go. You know, what looks hard. Let's not do it
48:44 Okay, good God Some of you I see your product makes it's like Brennan
48:50 Well, I've got this book and then I wrote it for children too, and I wrote it for moms, too And then I wrote this other webinar to have 17 webinars to sell these 14 different online courses
48:58 I said holy man. You are amazing. Who's your team? Well, my son helps me figure out Instagram. I'm like
49:05 How are you doing all of this? Sometimes doing more is the exact block to greater wealth
49:15 You're just doing too much be world class and amazing just a few things
49:21 right Just a few things will change your life A few things if you just honed in on that
49:27 Third crate and sell three products per brand topic then stop then what stop?
49:35 Okay crate and sell three products per brand topic. What does that mean, Brendon? Well, I've got multiple brands but only three products for each brand as an example
49:44 I've got my high performance Academy as an example. I've got literally three products for that low tier mid tier high tier
49:52 Once you understand that everything changes, what's the brand low tier some sell stuff under ninety nine bucks
50:00 Mid tier ninety nine bucks all the way up to five hundred bucks high tier five hundred bucks and above
50:06 One thing in each that's it start with that build that to ten million dollars or more then start adding other stuff
50:16 Otherwise you're diffusing your ability to focus and build things around it and
50:21 All of a sudden you're like struggling you're doing too much. I Really think it's the ultimate problem for us because how many innovators in this room how many of you have so many ideas?
50:31 But how many of you have two arms Just sayin just
50:37 sayin Just strip it down. Remember create blockbuster soon. Personally, I could shake em. Say make a blockbuster
50:45 Shake them grab them
50:54 Blockbusters Just create a few things do them great and then set them up in
51:03 Great pipelines or email funnels, whatever you want to call it where someone's giving you an email
51:08 You're adding a lot of value. You're selling something. That's the whole model We call ovo at experts Academy opt-in value offer
51:18 That built us into literally tens and tens of million dollars That's the whole marketing strategy opt-in get email add value make an offer now
51:27 You can change that up in lots of ways right opt-in for a webinar opt-in for a free video series Opt-in for a PDF opt-in for something but capture that contact add
51:35 value sell something offer Oh V/o still this tab and teach over ten years. It's the most fundamental thing. They're more ovios you have running
51:45 Well, the richer you are that's the differentiator. It's not the number of products some people. It's not how good the products are
51:51 It's does the ovo work if the ovo works you got the business Last crate and sell in the mode add you love first
52:00 Some of you are fooling yourself. You're like Brenna. I really want to be an author, but I'm running 17 webinars I'm like write the book 52:07
Some of you like I want to be a life coach, but you know I need to get 50 more things before I can do that. I'm like start coaching
52:14
You're like if you loved like I was I love writing I love Coaching and I love teaching so I chose them what I was it made sense for me book
52:24 coaching Training online online courses you get if you don't love them like if you're ever
52:31 Creating something like I hate this Queue
52:37 To stop Like cuz listen anything you hate Arbor Mon all the time. Listen anything put hate on quickly
52:45 dissolves and kills the thing it is applied to I Hate to an email for my business then the business is gonna die because you're playing hate to it
52:54 Your emotional energy with your businesses everything like I force myself Force myself to bring the joy at everything I do because if I touch anything with hey, I know it's gonna die
53:06 So beware of what you complain the moan about Because if you keep doing that, you'll kill the very thing you care for so much
53:13 Right, it's just like well, I hate this argument with my spouse. How often you have it every week you're toast
53:19 So ten things Let's diagnose your business if you are struggling with your business It's probably one of these ten things so I can be fairly brief with it because you guys get it
53:28 The first thing is to claim and master your topic to do what with your topic
53:34 Master your topic. I want you to go deep and a dork out and understand what you do
53:40 Like as I was blessed as Kenny introduced me. I'm the highest paid in three things in the world
53:48 Now the funny thing is I'm done. I'm like, I'm sorry dumb. I am dumb in about four million things
53:54 Three things I went deep on became the highest paid in only three things. I didn't try to understand everything
54:01 You only have to figure out like go deep Master something because the more you are the thought leader the expert or the influencer or the leader in that the higher you get paid
54:09 It's easier right? It's easier when I was starting. I didn't know much about a topic like personal development
54:15 I might get like a $5,000 speaking gig I might get like, you know
54:20 0.005 percent conversion rate and Then as I became known for I got better at they're like, wow. He's teaching real distinctions here
54:28 Now all of a sudden it was like Oh hundred thousand dollar speaking gig great five percent conversions, okay
54:33 We're on a move now. This is happening You got to get deep in what you know If you feel like you're struggling it's because you're probably not
54:41 teaching with enough distinction or your value of the product is not
54:46 Demonstrating some type of excellence where they're like, oh that's different She must have work really hard to figure that thing out

54:53 Or you're failing to communicate that you worked really hard to figure that thing out, right?
54:59 If if I look at your marketing, I can't I can't say whoo. She worked real hard to figure that thing out
55:06 That's why you're not going to conversions We got to know you did your work you figure it out whether you
55:12 Figure it out on your own or you research from other people or you find out what everyone else is doing number two you had to discover your audience's problems and
55:21 ambitions Many people in the old-school marketing mindset all they do all day long is market problems
55:29 Problems problems problems because they say well the bring that headline gets more clicked or people watch more But listen if all you do is market answers to problems today. You are called a commodity
55:41 And You will always be owned by the market and you will never have freedom because guess what your competition is, Google
55:49 If all you do is solve problems what you need to sell today is a higher aspiration for your audience
55:56 It's two sides of coin right you got to talk about the problems, but the other side like one side that's copper
56:02 That's the problems the other side that's gold. That's their aspirations and You better talk to both but today what's working is leading with the aspiration
56:14 problems get attention aspirations get paid for
56:20 So think about what is that you're selling that's a higher level and a higher value Add two people number three, you got to define your story and you need to know your story
56:29 Inside out and I don't mean your life story because some of you every time you talk about you have
56:36 Um, oh, I'd like to enter yes, I when I was five years old This is what happened and then when I went to high school this happened and I went to college just happened and then I had the kids and then
56:45 this happened and what's happening right now is all these other things I'm doing and you're just like you think you have to tell your life story
56:51 What you need to know is what is this story that is relevant to the struggles and
56:57 aspirations your current customer has Because I won't believe your successes or believe you're the person to teach me or sell me unless I can see
57:08 That you intimately relate with my journey Myself. I need to know when I go to your page. You're talking to me, right your customer
57:18 You got to be talking to them and you got to share your story along the way you don't need a lot
57:23 Literally, my entire career has been based off like maybe three maybe four stories. That's it three or four stories
57:29 That's so aligned with the heart of the customer I just tell those stories over and over and over and people go aren't you tired of the stories?
57:35 I'm like no because every time I start a story there's somebody new in the room who haven't heard it and I want to connect With them with that. I also believe you tell stories that you find meaningful. You need to find the stories along your path
57:46 That you feel like was the message you're supposed to share Right a message is what you've had things happen to you that
57:55 At the time he made it hated, but maybe they were given to you as a gift that you're supposed to share
58:01 Right and once you understand that maybe that was a gift to share to help other people not go through it Or not feel so bad through it that now we can turn our troubles
58:11 into stories that connect with other people and help them Now you never get tired of your stories
58:18 Because people will connect your stories as much as they will to your offer In fact, if they didn't connect with the stories, that's why they don't convert at the offer
58:29 Next up you got to create a solution a product specifically for that type of person or story and
58:37 Listen make your products. Great. I would say you know what excellence excellence Usually only takes two weeks longer
58:45 That's it Excellence only takes two weeks longer. I got blessed to coach and work with Paula Abdul
58:51 you know, she was on American Idol of that Paula Abdul and she was she was always saying she says You know what Brennan I love it. There's no traffic
58:58 after the extra mile you Don't have any competition if you just go a little further
59:03 Like often it only takes one more week of honing it in. It only takes two more weeks to and make it excellent
59:09 Don't be don't try to be perfect But make it excellent be proud of that thing right and then release it and remember for those of you but Brandon I'm a perfection
59:17 I like oh my god, perfect, you know perfectionist have never looked up that definition They don't even know what it means. I got any perfectionism. Oh my gosh, you can't listen
59:26 Did you know you can't perfect something until you release it?
59:35 Perfection is based in the root word - perfect - perfect
59:40 Requires it to be out there first and then you perfect it. You make it better like until it's in that form
59:46 You can't perfect it. So for some of you have been just been waiting to ship I'm like ship get it done release it make it better but stop telling yourself
59:54 It's gonna take years two weeks when people leave my events I'm like you got 90 days if you can't make a blockbuster product in 90 days
1:00:01 The problem is not in the 90 days. The problem is up here. How many understand? Yeah, like you bet somebody you sell yourself so short
1:00:10 That's what I've learned in 10 years of teaching people just like us It's usually not the technology
1:00:16 It's the person selling themselves so short they're limiting their future vision based on what they know now and that just keeps coming back
1:00:24 Next up easy put up a website and a weekly blog or vlog
1:00:29 weekly content release is critical to ongoing growth of any company
1:00:37 Weekly content I know so we could like no, no its daily will talk about social media later we like I want you to put out a
1:00:43 significant Newsletter or email every week. We've done that for 12 years and it's why we're here
1:00:50 12 years every week once in a while. We miss it. But on average across 12 years. We're probably like 90%
1:00:57 90% of the time every week for 12 years that engagement and a connection with the audience is why they engage with your offers later
1:01:05 When you keep coming out of nowhere with new things That's why you're not building and scaling. You. Keep coming out of nowhere with new things
1:01:14 You got to keep that relationship that conversation going on a weekly basis next you need to post and promote four
1:01:21 pieces of content every day social media There's like oh my god
1:01:28 So let's talk about this I've done this for seven years and it's how we got five million fans on Facebook and everything else
1:01:36 we have all crossed the internet and Here's the thing. The truth is at the beginning when you're starting it was for a new post
1:01:42 But those four books I'd literally sit down a cup of green tea. I'd kick out four new things, you know for a new quote
1:01:48 Or I take a picture and I type in a line about it I just tried to get four things every day when Facebook came out. That's all
1:01:55 I tried just for everyday simple things. It would never take me more than 20 minutes ever
1:02:00 Ever and I'd put them in a Dropbox And you just be in there and then whatever happening as I go along. Maybe I'd be busy
1:02:08 So I make one new one and post three from the vault from the library. I've been building
1:02:14 I don't understand. So first you're really just building but it doesn't have any fancy you just has to be something to stay engaged in their mind and
1:02:22 Then wouldn't notice it says post and promote what that means when you got a good one and it takes off and it really worked
1:02:28 boost that one a little bit give it a little love a little extra firepower because you know That's the one gets engagement boost that one so every Friday
1:02:36 Look back on social media see what really worked best for your audience. Even if only 15 people liked it when you begin
1:02:44 But 15 like that and the other ones only three did take that one in 15 and boost that one to a larger audience
1:02:51 Y'all follow so every week boost the winners every week boost the winners because those already get the more engagement when you boost the winners every week the audience just go I am
1:03:02 predictably Next up create evergreen campaigns for your products. Is this too much guys? I'm like that, okay
1:03:09 I'm going so fast create evergreen campaigns for products. What does that mean? ovo an evergreen campaign means always have
1:03:17 Content or ads out there running content or ads driving people in an opt-in page
1:03:24 Get that email add that value make that offer automatically. That is your freedom
1:03:30 That is your freedom that has given me more time that you know I would say I'm not I haven't been in the game the longest I've just been in the game the happiest the longest and
1:03:40 The reason was because day one I said I want more free time a business should give a business owner more free time
1:03:46 Ultimately, it doesn't feel like that when you begin but that should be part of the job You should be like I need to create freedom for my family
1:03:52 So if you get sick Or you don't want to work or you want to take that Disney Cruise or you want to go to Puerto Rico with your family?
1:03:58 And hang out you can do it and your revenue doesn't go down Like I can just go do whatever in the world
1:04:04 My revenue doesn't go down because I've got those Evergreen campaigns running all the time. Never eight run ads all the time
1:04:12 Who is not running consistent ads to your business be honest? Okay. Now look around the room brazen. Hi. It's okay. Look around the room. Does this room have a lot of work to do?
1:04:21 Yes or no? Listen I want you to understand this really closely because many people especially new people
1:04:29 Who have an organic hit or window back? Oh, no, you don't need to run ads and you'll tell yourself that
1:04:36 Until the organic love runs out if you want a long-term running business
1:04:42 It is irresponsible for you not to understand return on investment from advertising
1:04:48 it is part of it's like part of running a business just like checking your bank account is it if you're not actively paying to get an audience and
1:04:59 Getting sales. You'll never understand how to scale your business
1:05:04 You just keep hoping for the luck and the organic thing to work out. I'm all for organic stuff But I say if you're a business owner, you must figure out the paid piece because that will change
1:05:14 Everything it literally changes everything. So please get that in your mind sooner than later
1:05:19 It doesn't you're also scared about it, like spend a hundred dollars to something and learn how to do it get better and better and better because
1:05:27 your real freedom is when those ads are running and you're on vacation and Those of you who do not have an evergreen campaign. I'm here to tell you you also don't have a business you
1:05:38 Have a day job. You have a lot of tasks. But if it's something's not running without you that's not a business
1:05:44 That is an effort you are being paid for It's very different Very different you are being paid for effort
1:05:51 You don't have a business a business runs if you can go on vacation for three weeks and it's still running and paying the same
1:05:58 That's a real business. No one likes when I say that but it's okay Cuz Rachel said you know what Tara noumenal stinks, okay
1:06:07 Number nine you gotta get promotional partners get other people who's met somebody awesome at the kajabi event. Ladies and gentlemen
1:06:17 So will you keep in touch with each other I Made millions of dollars with people I met exactly like this you do. What? Okay, would you promote my on one day?
1:06:27 I'll promote yours one day Okay And you just keep in contact you need promotional partners If you want to scale You don't have to do it all at once
1:06:32 But at least get it and then last if I could tell anyone four things have made my career four things
1:06:38 Value I always lead with value. I tend to put out four pieces of value
1:06:45 before every offer It's not that I don't speak about the offer When I deliver the value, it's just that before I get to those countdown sequences
1:06:54 You know 72 hours left by the time I've gotten there I put out four things that really added value
1:06:59 I'm all about four to one ratio I want I don't want to just throw something on somebody I want to build up to it and add a lot of value along the way
1:07:07 Distinction I think about how is this different than other people's stuff? Like how would they know if it's different?
1:07:14 Excellence taking a little bit extra time to do better and then service and service means two things here
1:07:20 Service means number one Like having good customer service always take care of your customers always take care of customers and number two service
1:07:30 Like if your audience connects with the service of your heart your mission what you're about they can see that you're good
1:07:38 Dude, a good gal doing good work in the world. It's coming from an authentic place. You want to see your audience happy and successful
1:07:45 That level service in the world. It's not there anymore. I mean how many y'all remember that phrase servant-leadership?
1:07:52 Yeah, if you understand that you win if you don't get that you're still selfishly trying to earn
1:07:59 Versus trying to service the world and when you do this to provide service you don't run out of motivation you just don't
1:08:08 It's so important. I promise this here if I start all over again Here's what I would do if I start all over again in kajabi
1:08:15 Here's exactly. What I would do personally because I get asked this all the time in all RepA number one I would do a monthly program aka a
1:08:23 Subscription or membership? Same thing if you hear a subscription continuity or membership, it's the same word means the same thing
1:08:30 Okay Meaning I would charge people every month for new content charge people every month for new content
1:08:37 If I was totally new, I'd start at like 29 bucks a month. And I'd say you know what? let me get a thousand people in that a year a
1:08:44 Thousand people in the year if I got a thousand people meaning I took all 12 months to get a thousand people That'll be twenty nine thousand dollars a month. That's three hundred forty-eight thousand dollars a year, and I'm doing pretty good
1:08:56 Notice, I don't need a million people. I need a thousand people a Thousand twelve months I could do that. Oh, it also told me add on like a three-part webinar series or a
1:09:09 mini class something I charge like $97 for And they say, okay
1:09:14 I'm gonna go after 200 people a month If I get 200 people a month on that that's 19 thousand four hundred dollars a month. That'd be almost a quarter million dollars
1:09:23 Er two hundred and thirty two thousand dollars a year, I would start with that. I'd add that I would also add on an online course and
1:09:30 I hope everybody in this room has An online course by now
1:09:35 Doesn't matter what you sell if you can create some kind of online course that sells all the time It just changes your life forever. I have 28

1:09:42 Online courses and it's why it's like I just know I'm good for life. Now. I took the time to do that
1:09:48 Well 29 If you got a hundred people sign up for a month that be twenty-nine thousand seven hundred dollars a month that be three hundred fifty
1:09:54 Six thousand four hundred ollars a year and I would add on one-on-one coaching I would coach a select group of people to help them succeed and I would start it like
1:10:03 $1,000 a month with people I'd say okay thousand dollars a month out and some of you like $1,000 a month. Oh my gosh
1:10:10 Well, if you're insecure talk to a more that month If you're good talk to him once totally up to you
1:10:18 Fifteen clients 15,000 month that's 108 thousand. So people say Brendon, I hear all these numbers if you want to make your first million dollars
1:10:26 What would you do all that adds up to 1 million one hundred seventeen thousand two hundred dollars per year. That's what I do
1:10:31 I do four things and only four things and I'd work on those four things and I would just begin you guys like it
1:10:37 That's what I would do That's what I do
1:10:42 For those who are like, I can't do all four them if I had one thing to
1:10:47 Stand on this stage and say as a business to focus on in your business right now
1:10:52 Everybody in the room no matter what you sell. I don't care if you sell cupcakes. I don't deserve you doggy toys
1:10:58 I don't care if you sell content and instruction or inspiration Everybody in this room. This has been my thing. I've been beating for like four years in the market and so far
1:11:08 I've been pretty darn right sell those subscriptions or membership, right the monthly program
1:11:15 get people paying you every month for something because that is a real business that
1:11:21 Is something you can make your entire business run from because now you know your budget cuz you guess what?
1:11:27 You know in three months Based on how many people cancel this month or how many bills sign up this month in three months?

1:11:32 You know exactly how much money you will have and that changes everything I know exactly how much money I'll have in three months versus going. I'd better launch something. So we make something honey
1:11:40 Get your subscriptions going if you're not serious about a monthly subscription program You're missing out on one of the greatest tools that Kenny's built-in. Kajabi
1:11:49 One of the greatest differentiators that subscription ability to recharge every single month for new content
1:11:55 It will change your life. It will give you freedom. It'll make the ad budgets easier. It'll make the spend easier It'll make the holidays eager. It will change everything for you and you deserve that all
1:12:05 I can say in the end though is use
1:12:10 Kajabi You have the gifts you have the tools show up every day. Earn it for somebody else these gentlemen, I'm Brendon Burchard
1:12:19 I love you. I love kajabi Thanks everybody

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