← Action Academy | Millionaire Mentorship For Your Life & Business
Action Academy | Millionaire Mentorship For Your Life & Business
I Paid $515,500 To Learn A 3 Step Business Framework (Here It Is For FREE)
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What's up guys? Welcome back to another episode of the Action Academy podcast. Today we have a special episode for you. As many of you guys know, we just completed our fifth international event in sunny Cancun, Mexico with over 100 Action Academy members in attendance. It was, I believe, one of the greatest events that we've ever done. And so what we do on this podcast is truly, I think all information should be free. You pay for implementation. So I am giving you guys the keynote the that I spent over 16 hours writing over 4 years learning and spent over $515,000 in personal development and coaching to learn. And to give you even more reason to listen to today's podcast, after I did this keynote presentation, I've had over 40 to 50 Action Academy members personally text me and say that this has fundamentally changed their lives and their businesses. It's a three step framework that I talk about in this hour long podcast episode today. So guys, you're going to want to listen all, all the way through to the end. If it starts to get a little woo woo for you, just know that that is the actual meat and potatoes that will get you where you want to go. I break down each step of the framework through stories, through lessons, through punchlines and through exercises for you guys to implement. So today, here is my keynote. And if you want to be in the room at one of these events at a five star resort with 100 capital partners, investors, other freaking gangsters leaving corporate America, actionacademy.com or go in the show description, click the link, book a call, Happy to speak. I'm. Let's go. So guys, what we are talking about today is going to be the post acquisition playbook from stress to scale in three simple steps. So in Action Academy we have a tendency to be a little hard on ourselves. So I was like, oh man, we were, we were failing here to a degree. But we learn as we grow. And what we realized in the very beginning was we had a thesis, we had a theory and a lot of online education and a lot of communities, A lot of masterminds that are out there have this one theory which is this, that acquisition alone will get you freedom. So somewhere in this audience, Ben Call is feeling butterflies in his stomach because he's like, oh, you're telling me it's not just acquisition, it's operations. It's, it's actually managing and running the assets, right? So the biggest line investing is that acquisition alone will get you freedom. This is something that I believed previously when it came to business buying and when it came to commercial real estate. But now, since having done this for multiple years, now that we're going on year three of Action Academy, which is insane, we're now realizing, okay, we've grown, we've matured a little bit and it just is required for a little bit more nuance and a lot more operational knowledge as we progress. So we have currently scaled Action Academy. This will be an eight figure company next year. So that's pretty cool. So give yourselves a round of applause. So y', all, for us to be an eight figure company, it means that you guys are doing about a billion dollars of volume in acquisition. So I mean, just to put that into context. So that's very, very cool. So the biggest line investing is that acquisition alone will get you freedom that you can buy a hotel, apartment buildings or small business. And congratulations, you're completely free. So who in here has bought these assets before? Like, yeah, so it's a lot to work on afterwards. Right? So that's what we're going to be talking about in today's presentation. Because now that I've done some hotels and now that we're building a hotel, now we've got some businesses, there's a lot of processes and a lot of stuff that goes in the six inches between your ears that we need to take care of in order to successfully scale. And through that process, I've also spent to the tune of, you'll see here, over half a million dollars personally in learning these skills so that I can teach it to you guys for less than half a million dollars. So hopefully you enjoyed today's presentation. I love this one. If you guys want to take, I'll tell you when is like a good time to take a picture. This is going to take a picture of. All I want to know is where I'm going to die. So I'll never go there. Charlie Munger is a personal idol of Ben's. It's a personal idol of mine. He was Warren Buffett's longtime business partner for multiple, multiple decades. And so what his thesis was is let's not talk about all the ways that this is going to go. Right? Okay. Let's talk about the couple or handful of ways that this is going to absolutely kill me and kick my ass. And so that's what we're going to be talking about today is what are the handful of areas that we can be looking at for so that we know where we would get killed. So we don't. Do not go there. Okay? So that lends the question where do business owners get killed? What are the areas, what are the opportunities? Like, where are the locations that business owners. And when I say business owners, I'm talking about both small business and also hotel, multifamily, self storage, mobile home park. Because real estate is also business just backed by hard assets. If you can change your perception from being an investor in real estate to being a business owner of a business that is backed by real estate, you will significantly 10x to 100x your wealth and your cash flow. I promise you, every person I know that's an eight figure individual thinks like a business owner, not like an investor. So where do business owners get killed? These three areas, and this is through a lot of investment in me going to a lot of different masterminds, a lot of different coaches over the last and having a lot of different mentors over the last three to four years. Number one, they fail to manage emotional state. Who here has run your business, run your real estate investing and absolutely lost your shit, like almost daily? Raise your hands, dude. Like you, like it's a daily thing. If you haven't done that yet, you haven't scaled big enough yet. Um, you're constantly asking yourself, what am I doing right? What am I doing wrong? And like, what's gonna come get me next? And so the emotional state is the most important part of this because your emotional state is what dictates all of the rest of the strategies that come later down the road. So number two is they fall victim to past stories and patterns. So we all have stories that we tell ourselves that we're gonna be getting into in this presentation that either serve us or they're gonna detract from us. Okay, they serve us or they detract from us. So they. And this is going to be throughout the rest of your investing careers too. This isn't something that just overnight is solved. Number three is to execute the wrong strategy. So strategy is the word that a lot of you guys are here to obtain. You're like, I want the strategy to scale my land flipping company. I want the strategy to scale my hood cleaning company. I want a strategy to raise capital for my hotels. Everyone talks about strategy, and for the longest time I was looking for strategy everywhere. And I was trying to figure out what constitutes good strategy versus bad strategy. And that started a whole learning journey that has all combined into this presentation. So. Oh, shit. If we know that acquisition alone is not the thing that's going to get us where we want to go, why are we all paying thousands of dollars to Be in this room and learn about acquisition. So this is also a spoiler alert for Action Academy. Moving forward, it's going to be about 50% or maybe even 30% acquisition. We're also going to add a lot more on top. So everything that you guys experience today, you're also going to be experiencing a lot in the scale and the progression side. So stay tuned for that. All for the same price. You're welcome. So what can we do differently? There's three paths to freedom and three parts to freedom. So this is something that I've worked on. This is Brian Lubin, Action Academy original. I spent probably two years on this formula that's coming up and some of you guys have heard me talk about it before. And today I'm going to be giving you that formula for true freedom along with a three part framework within which to implement it. Because it doesn't matter if you have a formula, if you don't have a framework to move through each section of the formula. So here's your first writer downer of the presentation. There's going to be five of them. Every single time I give you one of these, I'm going to cut out the hard work for you so you don't have to constantly take notes. You can simply just see. Attention, please. I gotta write shit down. Okay, make it simple. Super simple for you guys. Again, you're welcome. The Freedom Formula. I'm really, really, really proud of this. The Freedom Formula is acquisition plus acclimation plus architecture. So I created this because I've gone through so many of my mentors. It's very difficult to have something that's very complex and very technical. And how do we break that down into something that's really digestible for the masses, Something that you can apply and teach to somebody that's just now getting started. And so acquisition, we're all aware of acquisition is how do you purchase hard assets. And we'll have a slide here in a second. Acclimation is now that we have the assets, how do we acclimate from the old identity where I was waiting around for somebody else to tell me what to do, employment to now I'm the business owner, I'm full ownership, I'm full accountability, like extreme ownership from Jocko Willink all the way to architecture. Oh, it looks like it's their daily sales check in. Mo and Fatih, we gotta, we gotta talk here soon. But all the way to architecture, to where architecture is where we actually schedule and we plan the pillars of the business that allows us to have the passivity that we seek. So in the beginning I was like, let's buy the businesses, let's buy the real estate. And then the real estate will yield the passive income that everyone talks about. But having now invested for quite a while and have an exposure to all of this, we now realize that passivity does not exist in acquisition alone. So now Action Academy is much more significantly passive for me, which we'll get into with actual dollars data points in this presentation. Because we've built the architecture which is the meeting cadences, the org chart, the systems, the processes, the responsibilities. Like, what is Brandon over? What is Shelby over? In the very beginning I used to do these events and now Shelby organizes the events. That's a, that's an example of architecture that we've designed. Like our architect Alex over there, we designed the architecture so that we can actually yield the passivity that we seek. So acquisition is you take ownership of the assets, Acclimation is you transition into ownership. And architectures, you build the people, processes and profits to achieve the passivity. This is where you guys get hung up. You think you get hung up in acquisition. The acquisition is actually relatively simple. It's just kind of numbers and math. I know that you guys don't think it's simple as you're going through it, but once you zoom out and you're dealing with people, especially on your management team, like this is going to be where you spend 80% of your life right here. It's going to be building the people, processes and profits to achieve the passivity. It comes with time, it's not overnight. So the acclimation is where you guys really get stepped up. And that's where I got stuffed up the first year of running Action Academy. Because I sometimes have a tendency to compare my journey today with where you guys are, and that's not true. My journey in 2021 is more accurate to where you guys are today, where I was just now, or 2022, where I was just now transitioning into business ownership. And every single day the smallest problem would come to the left or to the right of me. And I'm like, holy crap. Like, what is this? I'm not accustomed to this. Therefore the world is burning and I'm a failure. Which is not true. It's a story I was telling myself. So how do we actually move through each one of these stages? How do we stop drowning in problems and start scaling through them so that we can actually achieve true freedom? The answer is a three part framework that I'm about to teach you. And if you guys apply this, it will significantly change the course of your life and your business. And this is something that you can teach to your team as well or your teams as you develop them. So this is a framework that is not mine, is actually Tony's. This is something that I've spent hundreds of thousands of dollars to learn, integrate, and now implement within our Action Academy team. And it has almost like, I'll give you examples, it has done a 600% increase in our business. 600%. Is that in like one year, two years? That's like in about one year, 12 months? 600%. So I've got the numbers to back it up. And this is the $515,500 I've spent on learning this over the last five years. I posted this on the Facebook page. But this is an ex example of how I've spent money on personal development. This is post tax, post everything. This is just my take home income. Over the last couple of years, I've done mindset coaches scaling coaches, YouTube coaches, email coaches, masterminds, Tony Robbins entrepreneurs organization, and then I've gotten to six Tony Robbins events, five Go Bundus events, two Hormozi events where I paid money to meet Alex and Layla and they helped me with some of this stuff. And then I also stuck my way into a Keller Williams recruit select class. I pretended to be a realtor and I had somebody that was a big swinging dick over there sponsor me. And so I got to meet the CEO of Keller Williams, Mark Willis, now, who's a wonderful gentleman. So you can give two people the same business. One will burn out, stress and overwhelmed, and the other will scale it into a money machine. What is the difference between the two? Because now we're starting to see this in Action Academy and we're seeing it with acquisition. Some people just naturally glide a little bit more smoothly and into entrepreneurship and ownership. And some people have a little bit more of a struggle. So I'm trying to dissect this and I'm looking at it. I'm like, what is the difference between the two? And what can I really teach you guys that's stupid simple, that's easily memorable, that's something that you guys can apply immediately in your lives and businesses. And this is what we came up with. Your second writer downer of the presentation. I wasn't lying. We got three more coming up, baby. State story and strategy. You guys can take pictures of this. You guys can write it down in your notes. It's three words. It's not too much effort. I'm not going to make it too hard on you guys. So state story strategy. This is something that I have learned from both my mentors and they taught me this way, way back in the day. But I didn't have the capacity to understand this and implement this yet. So we're going to break each one of these down super, super tactically with through stories, through repetition, through lessons, and through frameworks so that you guys can truly understand and integrate this in your lives and your businesses. Because it's stupid simple but very difficult to work through. But once you understand it, once you have awareness of the problem, then that's where the journey begins. It's when you're aware of what your constraint is. Because each business has one singular constraint that you're dealing with at a time. There's a lot of fires that will burn, but I don't know who it was in this group. I don't know if they're in this room. But somebody commented it was a really wonderful quote and I'm going to steal it. You have to determine, and this is a writer downer also, this is a bonus. You have to determine what fires in your business are a dumpster fire versus a kitchen fire. I want to. I don't know who wrote that. That's an acted academy member that wrote that in the comment. Is it a kitchen fire or is it a dumpster fire? Because when I started buying businesses and running businesses, I thought that it'd be one fire at a time. But it's not that way and we all know that, right? So you have this pro person about to quit. You have this tax problem about to hit. You're getting sued from this person. That person is suing you. Attendant just trip tripped and fell and now all of a sudden they're coming for you too, all at the same time. That's a Tuesday. So you got to figure out what's a kitchen fire versus a dumpster fire. So this helps us work through each one of these fires as we compartmentalize them. So here's how I'm going to teach you guys. Each one of these. I'm going to break it down in the story. I'm going to break it down into lessons, and then I'm also going to break it down into a nice, easy to remember quotable. I tried to make them rhyme as best that I could so that you guys could be able to implement them and memorize them in your lives and businesses. So number one, state. State is what we began this entire journey with. We started the state when we did the Tony Robbins priming routine. It's now something that I do daily because your state is the most important thing in your life. And I'll show you what a negative state looks like versus the positive state and how it literally made a 600% increase in my business. In 2023, my hair started falling out. Yeah, let's laugh and cry. For me, that was my big old bald spot. And there's me in Mexico City getting my hair done. Up. Did up. So I'm a plastic surgery recipient now. And, man, I thought in 2023 that I was doing things the right way. And I was super confused why my hair was falling out and my gut was falling out. I was in Cabo, and I was just like, dude, I'm fat and I'm going bald. I'm way too single for this. But this is business ownership, dude. I'm financially free. What's going on? What are we talking about here? Are we talking about practice? What are we talking about? And so I was so confused because I was doing everything that David Goggins told me in the Instagram reels. I was staying hard, dude. I was grinding really hard. I was watching. I was jacking off the Alex Hormozi motivational videos at that point. Like, it's crazy. They're all telling you, yo, hey, if you're taking a weekend, you're going wrong. Like, you're. You're doing it wrong. You got to be grinding 24 7. And I thought that that was the answer, right? And so what was I in? I was in a really poor state constantly. I was constantly stressed, constantly angry, constantly on edge. The cortisol levels in my body when we did the blood work were three times a normal humans. So that's not fun. And this was after I started Action Academy. So this is me post traveling the world for six months out of the year. I also traveled in Europe for four months in 2023. And I think I traveled for a total of probably six to seven months that year. But while I was traveling, I was working 90 hours a week. So even if I was in Greece, I'm still working, like, from 7am till like 9 or 10pm Wasn't seeing my friends. I lost a lot of friends. And I wasn't dating. Like, I just didn't honestly have the capacity in me to date. And I think a lot of us have been there where you're going through a season in your business where you're like, holy crap, how Am I going to have time for my friends? How am I going to have time for my family? How am I going to have time for my kids? My kids want to go to the park and I watch Bluey with me for an hour. Like, dude, I got to go on a conference call here, I got to figure this out. But it's a, It's a catch 22 because that's what we're working to leave. So why are we leaving a 40 hour a week work week for a hundred hour a week hellhole? That's what most people are doing when you're only focused on acquisition. So here's some fun facts about stress. You experience on average 37% cognitive decline when under stress. Makes sense on paper, but it didn't really resonate with me until I saw this study and I was like, holy crap. Like, not only is this actually impacting my life, but it's impacting my brain. And it makes sense because when we're stressed we're like, dude, we're not thinking clearly. But when we see the actual studies, we're like, no, we are legitimately not thinking clearly. Stress makes you default to previous patterns and behaviors. You have what's called reduced neuro flexibility. So if you're under stress, you default back to what you've done in the past, which were behaviors that made you stressed. So it's a catch 22 and it's this giant wheel of despair that takes you guys down and down and down. And we see this a lot in Action Academy. We see you guys especially going through your first acquisition and we're like, yo, you good? And all of a sudden what are you doing? You're working harder in your job and you're doing more of your job because that's what you're used to because you think harder work is going to get you better results. But that doesn't necessarily ring true through entrepreneurship. So stress also forces impulse. You have short term relief over long term benefit. So stress makes you buy the deal. That's a shitty deal because you just want to buy a deal. It makes you invest in the deal. It makes you invest in the deal that you're like, I probably shouldn't but I've got this goal to invest capital. I'm super stressed. We're at a crunch line. I got to get this money deployed. And then also it help. It makes you take on investors that you shouldn't that are not a culture fit. But you need the money. And so we almost did that in our buy a hotel. So we actually fired an investor for $100,000 just because they weren't a culture fit. They would have absolutely ruined the vibe of our investor pool. And so it was the correct fit. That $100,000 of firing will save us probably millions of dollars down the road through investor relations, which a lot of you guys are in this room that have invested in the deal and can attest that the call that we had with the investors was awesome. Great culture, great vibe, everybody's really happy. So here's how stress shows up in your business. Now we're going to get into some numbers. This was Action Academy in the date range of June 1st to September 1st. So I try to keep it relatively recent in 2023. So we did $154,000 in that three month period. So that was about $50,000 a month back in 2023. And so pretty good. It was off to a good start. This is when we were kind of, you know, Caitlin was going from a free employee to now I'm paying her a couple thousand bucks a month. I think we had a VA and we were starting to actually pick things up. I was taking about $5,000 out of the business a month for me to live on on top of my other passive. And this is where it was time to actually scale the company. This is us today. So we're doing about a million dollars a quarter this next year we'll do a million dollars a month. So we, we did a lot better now, guys. And my hair is fixed. Yeah. So that's our business revenue between June and September now. And also keep in mind, this was September 1st. So the other one was through September 1st also. But this is going to be like this will hit a million in the three month span coming up here. So what caused the 600% increase? I learned about State. This is super like, that's why in the very beginning it seems foolish, it seems silly, like meditation, all of this stuff. It doesn't make any sense tactically, but it really makes sense when you actually zoom out and think about things. So this is Hal Elrod over to the left and me. And then this is big guy Tony Robbins over to the right. So I've spent a lot of time with Hal now and now we've become friends. And he said he's going to come speak to the Action Academy community. So uh, get ready for that. And that one's going to be a cool one. And then Tony. So I learned about how they both have gone through really, really rough periods of their life and they were able to just will themselves through it, just purely how they changed their mindset and how they changed their physicality. And when I learned about how they did this, which we'll get into here shortly, everything changed for me because I realized that I was doing things in the wrong order. I was trying to figure out the ways that we were going to fix the business. While I was in a super stressed out, pissed off, really miserable state. My friends didn't want to be around me. And candidly, I didn't want to be around me either. So state is the combination of your body, focus and language in the present moment. So when we did that priming exercise, what that does is it activates you into what's called a peak state. So peak state is going to be where you are absolutely confident, you're absolutely certain, you know, without a shadow of a doubt what you're going to do is going to work and you are just fired up, ready to go. I would say, say that peak state is what Nate lives in 80% of the time. So if y' all think peak state, think of Nate. Now I know some of you are a little bit more introverted and then he's actually a self proclaimed introvert. And you may be like, dude, I can't have that kind of energy. Yes, you can. Just maybe not around other people for a prolonged period of time. So body focus and language. Body is your breath, your posture and your movement. How are you sitting, how are you moving? Like what kind of position are you in physically? Focus what you're paying attention to. Are you focused on all the problems or are you focused on all the solutions? You're gonna find whatever you're looking for. So if you're always looking for problems, you're always gonna find more problems. If you're looking for solutions, you're gonna all of a sudden find resources to solve those problems. And so I went from somebody that was extraordinarily problem focused to somebody that I'm like, what's my solution? What's my goal here? All the way down to the language, the words that you use to describe it. Like I even made a joke earlier as we were doing this and I caught myself where I made a joke where I was like, oh, and then Brandon Turner's coming in. And that's where you gu value. That's, that's not the correct language to use. I'm equally as valuable and that's something I still work on. So I thought that that would be beneficial to bring up because it's something that we all work on. We're like, ah, not me. Like, that's for somebody else. Until you meet the somebody else and you realize they're not that much smarter than you. They just have more time under the bar. Yo, what's up, guys? One sec. You're listening to a podcast right now, and I freaking love that. But this is not making you more money. What makes you more money, more wealth, more equity, is being in the room with the people that you're hearing on your today's episode. If you want to be around hundreds of other people like you leaving corporate America, doing big deals in business, commercial, real estate and land, check out actionacademy.com, go in the show, link the show description, and click the link to book a call with our membership director team. We'll give you the resources, the connections in the community to actually pull off the stuff that you're learning about on this podcast. And we'll hold you accountable to the actual implementation of the information that is actionacademy.com now let's get back to today's episode. So here's your third rider downer of the presentation state before strategy. Good rider downer, bad state equals bad strategy. No wonder you can't figure things out. Pissed off and stressed. Your state controls your fate. Literally. You just changing your state will put you in a different mood. This is why we do this in these beautiful hotels with a sunset dinner that welcomes you guys in. And you got your freaking balconies. And you can look at the ocean, you can look at the garden view. You can come in and be like, oh, my God, this is awesome. And all of these breakthroughs happen not just because of the programming. Like, to be completely honest, like, yeah, you guys will have some takeaways from these keynotes, but it's really the conversations that you guys have. And how many of you have been to a mastermind event or somewhere in person where all of a sudden you come up with the. The breakthrough idea for your business or your investing and you're like, that was stupid simple. Like, how did I not figure this before? Like, what are you talking about? That's happened to me over and over and over again. It's never the complex idea. It's the simple strategy that I just was in the wrong state to receive. And to Brandon's point, here's another rider downer that I'll give you as a bonus. As a business owner, it is your duty to replicate peak state as much as humanly possible. It is your duty, because if you do not. What is the point of you being a business owner? There's zero point. And remember this. I don't have this in the presentation, but this is something that one of my mindset coaches taught me. You make the rules, you make them. Your business does not run you. You run your business. Remember that because we're going to get in. That's part of the acclimation process that we talk about, where you guys are thinking like an employee and you're not thinking like an owner. I'll give you guys a quick story of this before we get into the next part, which is story, but this isn't the story in the same context. So I was in Iceland, I think. Who was it? Kylie just went to Iceland and I went to see the northern lights. And this was in 2023, on the tail end of that year when I was running the first year of Action Academy. And so I went to Iceland and it was just piss pouring rain the entire time. And it was super gray and cloudy. And so, of course, did I see the northern lights? No. Sucked. And so I thought for a second I should just go home. My business needs me. It sucks that I didn't see the northern lights, but it's just not time yet, you know, Talk to one of my coaches and he goes, seeing the northern lights important to you? And I say, yeah, it's one of my top bucket list items. Like, of course I want to see the northern lights. And he goes, okay, well, where are they? Look at the forecast. And they were in Norway. And so I took the week in Iceland. That was an absolute crash and burn. And I instead, I was like, okay, well, I'm gonna take another week and I'm gonna go to Norway. Cause he's like, is it true that you could run your business from Norway? I'm like, yes. And he's like, okay, well then go to Norway. Cause that's gonna get you in the state. And that's why we do this. And so I didn't necessarily have the money at the time or the cash flow, but I went to Norway and I saw the northern lights and now I'm freaking on a northern lights company. That's pretty cool. So shout out Kyle and Ashley. They're. They're currently transitioning our new company that we bought for $2.1 million that does Northern lights stores. Freaking sick, right? And so it is your job as a business owner. Like, if you take one thing away from me today, like, seriously, make the ingredient, like diagnose the ingredients that make you happy. And you have to bake those into your business. You must bake those into your business. Like, if you do not even at the sacrifice of cash flow, there's no other point. Because if you're just working a job, if you build a business that you don't want to work, then you have failed. I don't care how much money you make. It would be way better for you to just be an employee. Okay, so this is the ending of our state. Now we're going to get into story. So I just told you guys a few stories, and this is where most of you get tripped up. So I'm really excited to talk to you guys about this because I have had so many stories that have tripped me up and effed me up over and over and over again. And so do you guys, too. Nobody's immune to stories. Nobody's immune to all of these voices in our head. It's our job, though, to overcome them. So while you're not immune to them, it is your obligation to overcome them as the business owner. Because no one's coming to save you. You have to do this yourself. And so this story is lovingly called Fuck September, or F September for my more religious in the room. This is business ownership. That's the meme. That's me all the time. This is fine. This is great. Total bn, right? So this story is called F September. This was last September 2024. We did 91, $270 of revenue in Action Academy. That's all the numbers I've given. You guys are just Action Academy alone. This is my primary focus as a business owner. All right, so show of hands, who thinks $91,270 is pretty decent for a business for a month, right? Or no? Oh, seriously? Okay, so show of hands, yes or no? Okay, so we have a lot of yes. Cool. Our revenue is 91. Our expenses were 145. Who here is Almost missed payroll. I almost missed payroll for the first time as a business owner. That's when you're a business owner. Is. I was like, okay, cool, I'm not, I'm not paying myself this month from Action Academy. What went wrong? What happened? What the. What the hell? Like, why is September kicking my tail every single year? And so that was a scary time. I, you know, Caitlyn was pregnant and, like, Brandon had just come on the team, I believe, and we were all kind of like, it's like, I gotta pay these salaries, dude. Like, what's going on? And so we figured it out and I was really, really close to going and getting to two friends for a payroll loan when I actually just sent one to one of my buddies independently a few weeks ago. But yeah, man, I almost missed payroll. And. And that is the scariest position to be in as a business owner. And it really, really bums you out. So In September of 2024, we had a total of 43 leads, which is awful for us. The lowest revenue of the year almost cut in half from the previous month. So if you look here, minus 40.4% from August, it dropped. So it's like we. Our expenses were not forecasted to cut 40% of our revenue, right? So the expenses were the same. So stories I told myself about September, because this happened in 2023 and this happened in 2024. So patterns, right? We always recognize patterns. We recognize stories. And so the stories I told myself, which aren't necessarily wrong, are back to school season, back from holiday and vacation. Everybody just went back from summer, like, their kids are going into school. Everybody's kind of planning their. Their trips for Q4. They're kind of saving a little bit of money for Q4, and work is busy before Q4, and September is just always going to be a low month for us. So instead of, like, going on offense in September, we need to batten down the hatches and just, like, play more defense in September is how we thought. Chris, what's up, dude? I didn't know you were coming. What's going on, man? So September's always just going to be bad. And so there's. And then if you look at this logically, like, who can agree with this? Like, you're looking at this and like, this logically makes sense. It makes sense for me as a business owner to forecast this, right? So this is a story that I was telling myself. So was this story true? Maybe. It probably was to a certain degree. Was this story serving me? It wasn't. Because what it's doing is it's making me think that June, July, August, September, just like throwaway months. And I was like, oh, we're only going to focus on November, December as like, our primary revenue drivers, because 50% of our revenue is November, December for Black Friday and Christmas. That's when a lot of you guys join. And so was this story true or was this story serving me? So I learned about story, right? From the same two guys. So Tony talks about stories all the time. But here I want to share the story of Hal Elrod. So Hal has what's called the miracle equation. This isn't one of the writer downer slides, but if you want to take a picture of this, this will be a good picture to take. So how, who's familiar with how Elrod's story? Show of hands. Okay, small group. So Hal is the author of Miracle Morning. So it's a lot of the state stuff that we talked about. I'll probably get all of you a copy of the Miracle Morning when he comes on to teach. But how was a cutco guy? He was crushing it as a teenager, crushing it. In his early 20s, got all the promotions, got all the stuff he was rocking and rolling, Got into a head on car accident and they're like, okay, cool, dude, you're for sure gonna die in the next couple of days. And so he's pronounced dead for 10 minutes and he woke up in the hospital bed and he goes, no matter what, there's no other option. I'm going to not only live, but I'm going to walk again. Because they told him not only are you probably going to die, but if you do live, your, your legs are done. And he goes, no, I'm going to figure this out and no matter what, there is no other option. I'm going to figure out how to do this. And he did. He survived, got full reuse of his legs and he was able to operate and go start living his life. He married his wife Ursula, they had a couple of kids. And you think it's happily ever after, right? No, it wasn't. What happens next is all of a sudden how it gets diagnosed with stage four cancer, a rare cancer. They're like, okay, okay dude, you got two months to live. Two months. Now he has two daughters. And so now he's looking at Ursula and his two daughters and he goes, I've been here before, cool. No matter what, there's no other option. I'm going to do everything in my power to overcome cancer, to beat cancer, be the healthiest that I can be. I don't care what the odds say. I don't care what the story says. I don't care if it makes logical sense that I have a 30% survival rate of this and a 70 chance that I die. 90, 96 chance he died from the car wreck. So just because the stories make sense logically doesn't mean that we have to accept them as fact. Okay? So we have to ask, does this story serve me? And as we're going through it, we have to, we have to make a conscious decision. So how created. So he made it through and now Hal Wrote a book called the Miracle Morning. It's one of my favorite books ever. It talks about his six step morning routine. He basically was the guy that pioneered morning routines. So now everyone talks about morning routine. He's the guy that started it. And so now we're buddies in Austin, Texas. And he's just a freaking awesome human being. And he introduced me to the miracle equation way back when I was in my sales days. And so the miracle equation is unwavering faith plus extraordinary effort equals miracle results. And if you guys even use this as a strategy while you're in state, you will all accomplish your acquisition goals within the next 90 days, I can almost guarantee it. So it's literally you writing down and saying, no matter what, there's no other option. This is the what I'm committed to and here are the actions I'm going to take. So how do we apply this to what we just showed you over here? With a missed payroll revenue, 91,050% of our revenue is gone into expenses. August 25, 2025, like less than a month ago. This is like all this stuff is super recent. I said I made a choice to refuse to believe my previous stories. I got into a state of absolute certainty. And I repeated this phrase every morning for a week. I'm going to generate 200 leads for Action Academy in September of 2025. Make it a record breaking month no matter what. There's no other option. I refuse to continue doing this September over and over and over again, no matter how much logical sense it makes. I am choosing to make this a record breaking month for us. And I'm going to flip the script on what we're doing and what's possible. And so what happens next? I fix my state, I fixed my story. And suddenly the strategy appeared. Hosted a freaking business buying webinar. Wednesday, September 3rd. What was that a week ago? Two weeks ago? A week ago, 647 registrants, 279 attendees, 218 stayed for the full two hours, and 96 applicants booked on our calendar. Yeah, so for reference, we had more calls in two days than all of September 2024. And so Mo and Fati shout out to them. Some of you guys are in the room because of Mo and Fati. This has been their days for the last. This was last Thursday, last Friday, last Saturday. And that's continued at that pace all week. So last September, we did $2091,270. This year we're $182,000. And this was recorded September 9th so we're aiming for $500,000 this month. So that would be $50,000 of commissions and that would be a lot of Action Academy. Our team taken care of and you guys like brought in here. So proof, right? But if you don't believe me yet about how the stories can impact our lives both to a positive way and in a negative way, let me introduce you to another story. I call it F September, Round two, the sequel, directed by Michael Bay. All right, so this is Double Double Trouble. Because I thought, oh, okay, I'm out. Kitchen fire, dumpster fire, there's another fire burning. What's the fire? Cancun. I'm $165,000 in debt for Cancun. Why? Couple reasons. So we sold out this event like six months early. So we did it way prior. We had no email communication, no marketing, no hype. So 30% refunded the ticket after we had already paid for this, which is double as expensive as our previous locations. So this is me and Brandon. I was at. Hey, bud. We're going to be in debt. 165,000 in September. 60k right now, basically 80k from what you said there, plus 24k for the coaching. What payments are left? And he goes, there's eight, eight hundred dollars in the event revenue for us to make this. So yeah, this was August 21st, not that long ago. Enter how Elrod, once again, miracle equation. I said, well, shit. And again, this is before September. This is before the revenue happened. Remember, this is in August. So both of these were in August. When I said both of these. So I did both of them at the same time. I said, okay, cool. Not only are we going to generate 200 leads, but we are going to sell out our Action Academy event in September 2025 and wipe out this debt no matter what. There is no other option. And every single day I'd get into an absolute state of certainty and an absolute state where I'm like, this is what's going to happen. There is no other option. This is my one. These are my two jobs in Action Academy. Do not talk to me unless it's about these two things. We had 24 members sign up within the last 20 days pre event. And we accomplished our goal. We broke even. And that's 20 of you in the room. 20 of you in the room signed up and we broke even. So we eliminated $165,000 of debt and added over 200,000 in revenue for a swing of almost 400,000 in September. And it's September 12th so we have three more weeks left of September. Two more weeks, and we haven't even discussed strategy yet for 60 minutes. We talked about state, we talked about story. And I just literally, I mean, if you guys aren't believers after that, like, that just happened for both of us, like, twice. And that's just the power of state and story. So all we did was change that, and the strategies fell into place. So your story is the internal narrative. You tell yourself about who you are, what's possible, and why things are the way they are. Your story is the meaning that you assign to your experience. It's the identity that you choose to have, and it's the filter through, in, through within which you interpret problems and opportunities. So these are your stories that you're telling yourself. And so a lot of us in this room have a lot of stories and baggage from before that we're telling ourselves both from our childhood and from our previous employment or our current employment. And these stories are preventing you directly from your acquisition. It's not your strategy, it's your story, and it's your state. So there's a reason that we're doing this in sequential order. It's like the building blocks that build up the crescendo of strategy. And if you guys just change how you're doing this, then everything will click into place for you during this event. And when you're doing your breakouts, you can use these tools, which is what they are in your tool belt, to be able to absolutely 10x the conversations that you're having in 100 extra results. So you don't fail because of tactics. You fail because of the stories that you tell yourself constantly. I don't know enough yet. Who's got that one? Yeah, Okay. I need stability before I take the leap, right? Yeah. Who's got that one? Tom. Tom knows all about that one. Talk to Tom about that. I need to do everything myself. Every hand in the room should be up in that you're lying. Nobody can do this better than me. Pearson running our companies. Nobody can do sales better than me. I need to for sure be the person taking the call. Sorry, buddy. I need to be for sure the person taking the call at 9 o' clock from the tech. We cannot hire somebody else to do that. And I was like, wait a second. Weren't. Didn't you get trained to do that? He's like, yeah. I'm like, but we can't train somebody else to do that. Something to think about. It's a story, right? So your stories will Impede your strategy. The strategy could be punching you in the face. But until you listen to the story and you change your state, the strategy is not going to land. Bad state. Bad story is like the bottom of this Django tower. Okay? So this is the best analogy that I could think of to visually demonstrate this. So bad strategy and bad state. If you're in a bad mood all the time and you've got a bad story that you're telling yourself, or most of the time bad stories you're telling yourself, you're going to have shitty strategy. So of course you're kicking and screaming trying to figure out what your strategy is, because you're, you're. You got the other wrong parts at the bottom of the tower, your foundation isn't built. You have to build your foundation in order for you to have that perfect strategy that just comes out of nowhere. It's stupid simple, and it's super easy to implement. All right, cool. Your fourth rider, downer, cannot scale past the stories that you tell yourself. You cannot scale past the stories that you tell yourself. You take one thing away from this weekend, your bank account will never exceed the level of your personal and self development. Never. So you are the cap on your business. If you're a business owner, and if you don't continuously invest and proactively grow, then you are doing your team and your company and your customers a disservice. An example of that is Action Academy only focusing on acquisition. I have learned, I've grown, and now we're going to give you guys more for the same price. Okay? More value. More value, more value. Boom. Bombs. Let's get into the strategy. Okay, fine. In the strategy. Strategy's awesome, man. I love strategy. Strategy. Like, if there's something I'm really, really, really good at, it's strategy. There's an art to it and there's a science to it. I'm going to teach you guys the art to it. Because in your small group breakout sessions later this evening, you're going to be able to really get into the science of it. All right? So because you're going to know not only how to operate state sorting strategy, but you're going to know how to walk people through. Okay, hey, your state's off. Fix your state. Or hey, perhaps this is a story you're telling yourself. Is this true? Is this serving you? What's the story that we can replace it with? And then the strategy will pop into place. So here I'm going to give you some good rules of thumb along with an example from some people in the room of how we can implement strategy. Because strategy is purely economic. Strategy is just numbers and dollars and cents. All the rest of this stuff like that's, that's the, that's the hang up. Strategy is pretty simple when it comes down to it and when you learn it and when you execute it. And I'll show you guys how we executed from a hundred thousand to a million to now 10 million. Different stories, different strategies, different states that we've had. Because now it's a certainty that we're going to hit that next year. We're going to hit $10 million. We're going to be an eight figure company. We're going to walk through the strategies behind that and the stories associated. So this is a cool one. This Tuesday, September 9th, I made $52,000.4, $52,400. So shout out Mo and Fati. I made it because of them. What's even cooler about this? This isn't a brag. This is to show you guys that strategy works. I was laying on the beach with zero calls on my calendar with Nat. So we were just hanging out and all of a sudden at the end of the day, me and her weren't on our phones, we weren't on any calls. There's my calendar. I had one podcast that I actually canceled. I'm going to do that next week. Yeah, that's my calendar for this week. So how the hell did I make $52,000 on Tuesday while I was chilling with Net? And then all of a sudden at the end of the evening, we go to dinner, we finish up dinner, we had a few glasses of wine, we get back to the room and I'm like, oh, we just set a record for the highest day in Action Academy history. Like that used to be more than my base salary. My base salary in corporate was $42,000 and we made $52,000 in a day with nothing on the calendar while I'm laying on the beach. Right? So this is what we want. It is possible. It's not. It's not just like ideas, not just theory. It's possible. It's something that I'm actively doing in our company. Not all the time, but we have flashes of it because we design it. Acquisition, acclimation architecture through all the stuff that we're teaching here. So sounds like good strategy, right? Sounds like something complex, something secret, like something that only the few elite know that for some reason we just couldn't figure out for years and years and years because Obviously, if we figured it out before, we would have done it previously, right? So what was the super complex and secret strategy that we utilized for me to be? No calendar, no calls, on the beach, sitting in a lounger making $52,000. I did a webinar and I hired a sales team. That was the strategy. Stupid simple. Is this groundbreaking to anybody? Is that like, oh my God, like that's an MBA right there. No, the strategy is simple. And all your acquisition strategy is simple. It's already been done before. That's why I need everybody to remember because I have to remind myself as much as I remind you, all of the strategies for what you're doing have already been done before. Unless you're elon sending up freaking rockets to the moon, which I think, Eric, you're over in with SpaceX, right? So literally what Eric does, like, we're not sending rockets to the moon. Like we're buying service businesses, we're buying hotels, we're buying plumbing companies, we're buying multi family apartments. People have already figured out the strategy and that's what we're going to be talking about for this entire weekend. Like each one of you is going to be meeting with each other and you're going to be going over your numbers and your numbers dictate your strategy, which we'll get into here in a second. But state storing strategy for me at 100k. 1 million and 10 million. It's my a hundred k strategy. Like once I came up with these two strategies, I was like, I can do a hundred thousand dollars a year just posting content twice a day, building a really good website. We built actionacademy.com. i spent $27,000 on the domain and that got us to $100,000 a year. That was it. That was the strategy. I did all the sales calls myself. We didn't have a sales team we didn't like. Caitlyn was working for free. Stephanie wasn't on the team yet. It was me, Nick and Caitlin. Nick was an admin from the Philippines making five bucks an hour. So that's what we did. 100K. So you guys are like, you know, solely. And some of the people in here, you're like, okay, how to make 100k. I'm like, not that hard. Sorry. It just isn't. So the stories I was telling myself was, nobody wants to listen to me. Why would I post content? And who am I to run this mastermind? Like, I'm not, I'm pausing my acquisition. How can we run an acquisition mastermind if I'm pausing, my acquisition makes no sense. And so these stories kept me tripped up for a year until I finally overcame them and I was able to finally execute the strategy which was simple. That makes sense. Million dollar strategy. Member led sales team and a CSM team established. So that's a client success manager, Client success team. So that's going to be our internal team, our ops team. Mason, Miranda, Caitlin, Nick, we have an internal team that their only job and action cabbies to make sure that you guys are successful. That's all they focus on. Caitlin, make sure you're connected. Mason, make sure that you're under contract, period. So Caitlin's make sure you're connected. Mason, make sure you're capitalized and closing. That's the catchy way to say it. And then the sales team was a member led sales team. So who in here has done some sales for us? I think it was Zach. Yeah. And Kelsey. So we had a member led sales team and so they both know the bottlenecks already with the member led sales team which was I had this story I was telling myself that a nobody can do sales like I can. Nobody can run AAC better than me. But the story I told on the sales team that literally like this is the difference between a million dollars for, for the business in a year was we cannot have somebody that's not an action academy run the sales. I was like, first off, it was me having to get over the story that somebody besides me can do the sales. That was the hardest story for me to overcome as a business owner. And it's going to be the hardest story for a lot of you to overcome. It's like nobody can do this better than me in anything. Because if you're an engineer, if you're an ops, you're going to have a real hard time hiring an ops director as your strategy. You're in sales, it's going to be hard for you to hire sales reps as your strategy. But nobody could do it better than me. And then nobody can sell if they're not an action academy member because they're not going to understand the assets and they're not going understand the culture. So how would I hire somebody that, that can do this if they don't, if they're not a member? So like Mo and Fati weren't members originally. I was like, how can we hire someone to do this? And so that's what we ended up doing for the $10 million strategy is we had a full sales team org chart and a Full marketing and media org chart. So another story that I told myself is a nobody can sell for action academy unless they've been a member. And nobody can DM for my account. Stupid. Like, so first off, a mentor of mine just came to me when I was working on my strategy. I got in the right state. He identified these stories. This is where mindset coaching and like what Joe and Christina do is really, really beneficial. And that's why we have a lot of mindset here. But once I overcame that, that's going to put a couple million dollars into the company's bottom line so that we can redeploy back into events like this and new hires and new stuff for you guys, new resources and coaches. And so we before we were doing 15 minute. Who here like joined from like a 15 to 20 minute phone call. Yeah. And then the new guys. Your 60 minute zoom call. Right. Like way different. And so I was like, how can we scale a sales team if everyone's doing it? So Zach and Kelsey were doing this as a favor with whatever time they had left. We said, hey, we had six people booked today. Can you guys like make time for that? And they're like, maybe. And then we would have a round romp and every single morning to see who could take it. And you'd hop on the phone for 15 minutes. Now it's like Mo and Foxy are laughing because they're on there for an hour. Like getting to know somebody to actually walk through everything on a zoom call. It's night and day. Different strategy. So strategy is the rhythm of decisions, constraints, and actions that move a business towards its destination with clarity and consistency. So good strategy versus bad strategy is how clear are you on what you're trying to optimize for and what are you willing to say no to for you in order for you to hit it. Okay, so you can take a picture of that. You can write it down if you want. I'll give you guys a second. I see some, some of you guys writing strategies. The rhythm of decisions, constraints, and actions that move a business towards its destination. Constraints are self imposed. That's not like the constraints of your business is self imposed constraints. Because if you're running a strategy, like for me to do the 200 leads and sell out this event, I said I cannot focus on anything else. That was a self imposed constraint. Don't talk to me if it's anything else. So I had to trust Caitlin and Mason to run everything else on their own. And Brandon, so here's your fifth writer downer of the presentation. This is your final one. 80% of your issues are from your state and your story. Only 20% of your issues are strategy. 80% are the stories that you're telling yourself and the state within which you're telling yourself the story. 20% of strategy. And when I first saw this, it pissed me off. And I thought that there's no way that that could be true. Until I implemented it, I was like, nope, that's thousand percent true. And Joe does it for a living. And that's why he's laughing over here, because that's what his job is, is literally to coach people and say, hey, get out of your own way. And all of a sudden you pop up. Because a lot of the times we know what we need to do. We just have a story for why we're not doing it. Like, I knew I needed to do webinars, and I knew I needed to do the sales team for years. I just didn't do it right. And so when you fix the junk in your head, great strategy comes in two parts. So this is. This is where we get into the data quickly, knowing your data and modeling your market. If you know your data and you model your market, the strategy is really, really, really simple. Really simple. Because when you know your data, you can make informed decisions. And I can guarantee you that 80% of you just don't know your effing data. Do not know your numbers. If you know your numbers, you can see clearly what your constraints are. So we realized, I was like, okay, for us to do $10 million a year at a 30 conversion or even at a 27 conversion, we need this many leads coming in per month at this ticket. And so you can either, as a business owner, you can either control the amount of leads coming in or how much that lead is worth. That's it. So it's either get people to buy your stuff or make them worth more. That's business. That's a hormozy ism to get people to buy your stuff, get more people to buy your stuff, or make the current customers worth more. So that's strategy. And so if you know your data, then you go model your market. So what modeling your market means is you're literally going to the people that have already been where you want to be, which is why you guys are in this room. And what we're going to be talking about with Brandon Turner here later and what we're going to be talking about with Rich Summers and, and with Nate and with you guys amongst in Your small groups, because this room's got a lot of firepower. There's a lot of intelligence and a lot of experience in this room. It's going to be you guys in the breakouts that really does it. And who here has been in Action Academy breakout before? Like, yeah, yeah, I see a lot of nods. That will be probably the greatest benefit of this trip is in the breakouts. So if you know your data, which is why I told you guys to know your data, then you can come into the breakout with an immediate. You can see the constraint immediately and then spend all of your time focusing on solving it and building great strategy. All right, so modeling my market, I was like, okay, well who does $1 million a month? A, how do I get in those rooms? And B, how do I just take what they're doing? So a lot of them are doing ads, they're doing webinars and they're doing referrals. Like that's the word of mouth. That's how they grow their companies. And so I'm like, okay, well we're not doing ads, we're not doing webinars. So we'll do webinars strategy. Because I didn't have to come up reinvent the wheel. I just did what people in my space were doing. And then modeling the market, they have sales teams that are completely built out. So can almost guarantee that 90% of the reason that you feel stuck is because you don't know your numbers enough. Let's talk about Soli. All right. All right. So there's me looking weird. That's a. I don't know why I picked that as the frame. But solely looks just beautiful and radiant. She's a just a business owning queen. And I look like I'm about to suck a lollipop. But my eyes are popping though. Eyes look great. They're infinite. So enter solely starting a permitting company. Here's the flow that I took her through. How many of you guys listened to the episode that we did with Soli? Okay, about half of you guys. If you haven't, I posted it last week. You should listen to it tonight if you have any time. So we went through her stories and her patterns in her state as she was like talking about building up her permitting company. And so I'm going to walk you guys through the flow of how we created her strategy with the than 60 minutes. This strategy will take her to a million dollars a year guaranteed. Like it's that stupid simple. So first off, first thing I did was I got her into State. So immediately she was like stressed out and nervous being on the pod. And I was like, okay, cool, let's break the ice. Let's make her laugh. Let's get everything going. This is how you coach. All right. So then I got her to recognize and change the stories that she was telling herself. So what did we uncover? We uncovered that from her upbringing that she didn't have a wonderful relationship with money and that she felt like she was cheating the system and that she didn't deserve this amount of money and a large amount of money she was very uncomfortable with, which a lot of us can relate to. Like a lot of us have. I've experienced the same thing. Right. So that's a good story to identify because that's going to self sabotage your business. Right. So got her clear on her end financial goal, which is $40,000 of profit per month. So $20,000 will get solely and her husband financially free per month and $20,000 would get her family financially free per month. So she, her big goal is to retire her mom and dad. That's her first goal before she retires herself. So then we got her clear on her numbers. Then we got her clear on her drivers. So your drivers are the primary items and actions in your business that dictate all the rest of your results. So your drivers, as a CEO, this is your one thing that you focus on is your numbers and your drivers. So an example of drivers is going to be like, this is the stuff I can talk about for six hours, but I won't, don't worry, I'll talk to you guys one on one about it. And in your small groups, your drivers are for us, it's like social media impressions, meaningful conversations, converted calls to calendar sales calls, offers sent, leads closed, and then it goes down into renewals and members under contract and members closed. So we've got about 10 drivers that we focus on that are the success and health of the business. If you do not know your drivers, you're not a business owner. Like, you're just, you're doing this as a hobby. Like you have to know your numbers, you have to know your drivers because your drivers are what you can influence. And you can pull the lever on your drivers to influence the decisions of the business because you cannot make decisions. You can't create strategy if you don't know what drives your business forward. So for acquisition, what are the drivers? We look at, we look at number of deals analyzed, like number of deals across your desk, number of deals underwritten, and how many offers you've sent by, those are the drivers of acquisition. And then once you get to an actual company is okay, what's your revenue, what's your expenses, what's your profit? Right, Drivers. I would actually argue that profit is an end result, but that's a whole other conversation. The end result is solely wants to retire her parents and then her family for $40,000 take home profit, which means that we wanted to do $80,000 and her business is a 95% gross margin company. So just for easy math, we're just saying she just wants to make $80,000 a month. When she makes $80,000 a month, pretty reasonable to assume that she can retire her and her family and her spouse and also saving 50% of her income because we don't want to just spend all of our profit on ourselves. So our numbers today, you're either supply constrained or your demand constrained in your business. So any of you guys that are buying a business or that you own a business, this is the only two constraints that you're going to have. You're going to be supply constrained or you're going to be demand constrained. Supply constrained businesses are where you have too many leads coming in and you don't have enough supply to actually fulfill demand. Demand constrained is going to be, I've got all the supply in the world but nobody wants my shit. Both are equal problems to have. But a lot of people are actually more supply constrained than some demand constrained than you think. And so if you're supply constrained, which we identified in what like 17 minutes. Speaking with Soli, I was like, dude, you have too many leads and not enough capacity. So if you have too many leads coming in and you don't have enough capacity, you will double your business overnight through this Action Academy weekend. Just listening to this, if you just double your prices, that's it. If you have too much supply or too little supply, you don't have enough capacity, you raise your prices. So for Action Academy, for us to get to 10 million, like we're raising the prices for new members coming in here shortly up to about $15,000. So that's going to be the new supply constraint because we had too much demand and now we're like, we're only going to take X amount of people. So the only lever that we can pull instead of upselling you guys is to increase the price for new members coming in. Does that make sense? It's the drivers of your business. So that's how business works. Her numbers today are her new price. It's going to be $3,500 collected up front, 3,500 net 90. So 3,500 collected up front as a deposit, and then 3,500 at net 90. 90 days where she is like actually delivering a meaningful result for them. So let's go through the unit economics, right? So this is strategy. This is how strategy works. None of this is emotional. This is all just based off of her numbers and her drivers that I was able to identify in 30 minutes on the call. $80,000 is 23 new customers per month. Okay, 23 sales conversion. So for you guys, anybody that's in business, if you're running a 20% sales conversion, you're doing pretty well. You're in the strike zone. If you're sub 20%, your sales team sucks, your offer sucks, or your product sucks, you need to fix it. And if you're at 30%, you're like, strike zone. Like, if you're at 30% sales conversion for your sales or product or service, you're crushing it. But I see some guys that brag about, oh, well, I'm at 50% conversion, 60% conversion. If you're over 30% conversion for your sales, it means you need to raise your prices because you will. You will convert less, but you will double your profit and you can better serve the customer. So this is the strategy stuff that we're talking about. So I had 23% sales conversion, which is very doable. And she's crushing at sales because she knows her shit and she's got a good product, a hundred leads a month. So if you break that down Monday through Friday, 20 leads per week. So solely just needs to talk to five new contractors a day. Five new contractors per day, Monday through Friday to hit $80,000 per month and retire her, her husband, her mom, and her dad. You see how that I did that? Like, this is how strategy works, is it's very. You take the complex and you break it down into like, what are your one to three things? Where you wake up every single day and you're like, this is what I focus on. So when I got her in the right state and I got her saying the right stories, we were able to do the strategy in 10 minutes. Like, this is all she needs to do. If she does this for the next year and focuses on nothing else, which for her, it was what trade shows. It was like the main way that you talk to them. Yeah. So trade shows and like word of mouth and referral. I told her, I was like, even through Action Academy, I bet you can get like 200 referrals. And so I told her, create a referral program where it makes it stupid simple. No brainer for somebody in Action Academy to refer you business. So I'm like, if you make that, then everyone else makes money. Like, we have a $500 referral. So if you guys refer us a member, like, we'll pay you 500 bucks. So keep that in mind and message us mo and fatier in the back of the room. Make some money. Pay, pay, pay, pay for your event here. So five contractors per day. Like, is that, is that an easier way of thinking about $80,000 a month? Because $80,000 a month is intimidating as shit to some people to like half of this room or more. When you just think about it like that, you're like, got it. Like, for us for Action Academy to do $10 million of new revenue, not even recurring or renewal revenue, all we need to DO is have 214 sales calls on the calendar per month. That's it. That's the one driver. If we have 214 sales calls in the calendar, which we have an 85% show rate on average, and we convert on average 30. But this is even accounting for 27 conversion, which gave us some buffer there, that will hit us at $10 million a year. So with the $10 million a year plus renewal, that will put us at $12 million a year, which will put us at a million dollars a month next year. That's how unit economics works. That's how drivers works. That's how strategy works. I can only do that strategy because I had the right state and I had the right story. So was that rocket science? No, but if. If what I just said sounds complicated to you, I work on this a lot. And this is something that you guys can grow as a skill too. This is the skill for you guys to figure out. It's how to make the complex simplified so that you can actually execute and you can build your team and your drivers for your team to execute this without you. So that's the next level of the business is having my team execute this without me. So I'm making $10 million a year without me doing anything. Boom. Thank you guys so much for listening to another episode of the Action Academy podcast. My one ask real quick before you go, if you enjoy this episode, if it brought value to you, please share this episode with one to three friends that you think could get value from it. This is how we grow the show. And at minimum, if you could leave us a five star rating and review on Apple podcasts, Spotify or whatever platform you listen to that would mean the world to us is how we get in front of other entrepreneurs. If you're done sitting on the sidelines, you're done listening to the podcast, and you want to be the freaking guest on the podcast, go into actionacademy.com, go in the show description, the show link, and book a call to speak with our Action Academy community. We have hundreds and hundreds of people just like you buying businesses and commercial real estate with full coaches, full mentors, full support, full capital. Everything. ActionAcademy.com is where you'll find us.