925. Q&AF: Mastering Public Speaking, Building Irresistible Offers & Going All In On Your Dreams

Summary

Podcast Summary: REAL AF with Andy Frisella

Episode 925: Q&AF: Mastering Public Speaking, Building Irresistible Offers & Going All In On Your Dreams

Date: August 21, 2025
Host: Andy Frisella (#100to0)
Format: Q&AF (Q&A with fans and listeners via calls and submissions)

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Overview

In this episode of REAL AF, Andy Frisella and his co-host DJ tackle three major listener topics:

1. Overcoming public speaking fears in group settings
2. How to craft an irresistible premium offer and brand
3. Getting out of the ‘success zombie’ learning loop and going all in on building your dream life or business

The hosts highlight personal stories, offer actionable advice, and bring real talk to help listeners get past their fears and hurdles—whether in corporate meetings, e-commerce, or setting out on one’s own. As always, Andy’s style is blunt, motivational, and rooted in his own experiences.

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Key Discussion Points & Insights

1. Mastering Public Speaking and Overcoming Fear in Big Meetings (06:22–26:22)

Caller: Kennedy from Oklahoma

Kennedy asks for advice on contributing more in large group meetings, feeling inhibited by nerves and fear of embarrassment.

Key Insights

• Everyone Starts Somewhere:
  Andy shares his early struggles with public speaking—nerves, sweating, shaking, trying to “drink a beer” to calm down—and emphasizes that confidence comes from reps, not personality ("no one is born a confident public speaker").

  "Even the people that you look up to... they didn't just come out of the womb that way. Even I was terrified at first." (08:25, Andy)

• Introvert vs. Extrovert is Irrelevant:
  Andy insists that the world doesn’t care about your introversion when results and recognition are at stake.

  “Look, dude, the world doesn't give a fuck if you're an introvert. What it cares about is, do you contribute?” (10:15, Andy)

• Speaking Up is Career Survival:
  Not speaking up means you risk becoming invisible—and dispensable—in your organization, regardless of your actual skill or contribution.

  “Perception is reality in life and business. If you don’t speak up, you’ll be seen as someone who is less valuable.” (15:27, Andy)

• Trigger Yourself to Contribute:
  Andy advises using that nervous feeling as a trigger to force yourself to speak up. The more you do it, the easier it gets.

  "That voice in your head that says 'don’t speak, you’ll look stupid'—that’s the trigger to speak." (26:00, Andy)

• The Societal Trap of 'Humility':
  Being “humble” or “meek” is often a socially conditioned way to keep people silent, which hurts both individual success and society as a whole.

  "This whole idea of I'm humble, I'm meek, I'm just an introvert... that is society's indoctrination doing its job on us." (20:52, Andy)

Memorable Moment

• Andy admits his first company meeting was so terrifying he had to drink beer beforehand (08:05), countering the belief that top entrepreneurs are naturally gifted speakers.

Timestamps

• Kennedy’s call: 06:22
• Andy’s story & advice: 07:55–26:22

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2. Building Irresistible Premium Offers & Standing Out Without Discounting (28:27–47:53)

Listener Question (Read by DJ)

A founder of a premium EDC (‘everyday carry’) backpack brand asks how to turn their good product into a must-have, without discounting or cheap gimmicks. Sales are plateauing despite good reviews and retention.

Key Insights

• Four Elements to a Winning Offer:

  1. Great product
  2. Fair price
  3. Correct audience
  4. Compelling message/offer

  “The product's gotta be good, the price has to be right, we have to be targeting the right people, and we have to be targeting them with the right offer.” (30:30, Andy)

• Never Race to the Bottom:
  Andy warns that discounting premium products destroys perceived value. Instead, focus on stacking value, not lowering price.

  “If you lower the price, they’ll see your product as lesser quality. That is off the table.” (31:18, Andy)

• Brand Story is Everything:
  High-end products win through story, perceived value, and an authentic brand—not cheapness.

  "You're competing in business against the story that's told about every other brand… You need the best story.” (35:12, Andy)

• Don’t Undercut Yourself for Immediate Sales:
  He shares a cautionary tale from the early days of first selling protein powder cheaply—leading to no profit and killing future sales, nearly sinking the business.

  "It almost put us out of business... they stocked up and didn't return for months. And I didn't make any money on the first deal." (41:18, Andy)

• Choose Your Market Position Wisely:
  Decide: Do you want to be the cheapest (risky, no loyalty), the best (smaller market, higher margins), or somewhere in between? Andy always prefers premium.

  “I like premium cars. I like premium house. I like premium everything. That’s where I live in every business I’m in.” (46:20, Andy)

Memorable Moment

• Hilarious story: Customer asks Andy to price-match a competitor for nine cents less. Andy refuses on principle—demonstrating the dangers of catering to price shoppers (45:32).

Timestamps

• EDC backpack question: 28:27
• Deep-dive on premium brand-building: 30:30–47:53

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3. Escaping the ‘Success Zombie’ Trap & Going All In On Your Dreams (49:17–66:40)

Caller: Nick from Denver

Nick admits he’s a “success zombie”—addicted to self-help content but not acting on it. He asks how to break this cycle and decide what to go all in on.

Key Insights

• Action First, Reflection Second:
  Andy urges “success zombies” to stop simply absorbing information and start acting, warning that endless learning is often an avoidance tactic.

  “If you don't have enough want and drive... maybe you shouldn't go. The journey is so hard you have to want it so fucking bad…” (51:06, Andy)

• Entrepreneurship Is Not for Dabblers:
  The path is not glamorous or easy—only go all in if you have no fallback plan and it’s truly what you want.

  “There’s nobody at the top level of business that kinda wants to be wealthy and do business. These people dedicate their entire fucking lives.” (52:41, Andy)

• Honest Self-Assessment:
  Not everyone has to be an entrepreneur to ‘win’. Happiness and fulfillment come from honesty about your own goals—not following internet hype.

  "There's lots of ways to win, bro. You don't have to be an entrepreneur." (68:42, Andy)

• Concrete Next Steps:

  • Complete the 75 Hard program again, focusing on discipline and self-discovery
  • Reflect every day on your true long-term goals
  • Make your go/no go decision from a position of strength and discipline

  “During [75 Hard], think about where you want to be… On day 75, make a decision about what direction you’re gonna go.” (56:00, Andy)

• Love Your True Life, Not Someone Else’s:
  Andy cautions against defaulting to a “safe” or “justified” backup life out of fear, since it breeds lifelong resentment and regret.

  “Had they just kept going, they would have been where they wanted to go.” (70:14, Andy)

Memorable Quotes

• On mentorship overload:

  “They join all the masterminds, then they start debating on who said what more accurately, who's the best mentor. Like… that is NOT what this is about. This is about action.” (51:30, Andy)

• On brutal reality of entrepreneurship:

  “It's not freedom… It's the hardest shit ever. It's going to almost kill you a hundred times.” (68:27, Andy)

Timestamps

• Nick’s call: 48:16
• Success Zombie discussion: 49:20–66:40

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Notable Quotes & Moments

• Andy on why you can't be shy with your value:

  “If you don’t toot your own horn, nobody’s going to toot it for you. The world will pass you up, the world will ignore you, and you’ll die. With all this on the inside of ‘could have done this’...” (16:15)

• On courage being the essential difference:

  “I think the biggest reason most people don’t succeed in life is because they lack courage. And people take that like they don’t have the courage to start a business… That’s not what I mean, bro. They don’t have the courage to speak up in their meetings.” (25:00)

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Episode Structure & Important Timestamps

• Q&A Format intro & playful banter: 00:00–06:08
• Public Speaking / Courage in Meetings (Kennedy): 06:22–26:22
• Offer Building / Premium Brand Strategy: 28:27–47:53
• Success Zombies / Action vs. Learning (Nick): 49:17–66:40
• Closing thoughts & summary: 66:40–70:37

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Conclusion / Takeaways

• Growth and value demand courage—whether in front of a crowd, building a brand, or chasing big dreams.
• Stop hiding behind self-imposed labels ("introvert," "success zombie").
• Success in business (and life) is about action, relentless honesty, and the discipline to keep going even (especially) when it's hard.
• Choose your game, brand, and dreams—then go all in. But be sure it's really what you want.

"Don't be a hoe. Share the show." (02:12, 70:35, Andy)

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For More:
Find the Live Hard/75 Hard resources & details in episode 208 of the podcast, or Andy's book on Mental Toughness at andyfrisella.com.

Transcript

[A]

Yeah went from sleeping on the floor now my jury box froze up Pole stove counted millions in a cold bad.

[B]

Booted swole Got her own bank roll.

[A]

Can'T fold Just a no head shot case close.

[B]

What is up, guys? It's Andy Purcell and this is the show for the realists. Say goodbye to the lies, the fakeness and delusions of modern society and welcome to reality, guys. Today we have Q&AF. That's where you submit the questions and we give you the answers. Now you can submit your questions to be answered on the show a few different ways.

[A]

The first way is, guys, email these questions in to ask andy4salad.com or you.

[B]

Go on YouTube and click the link right underneath the video of the Q and A videos. You can submit your question and maybe we'll put you on the show. All right. You could be a live call in. So other times we're going to have cti. That stands for cruise the Internet. As we talk about current events, we speculate on what's true and what's not true. And then we talk about how we the people have to solve these problems going on in the world, typically through winning. And then we have 75 hard verses. 75 hard verses. We got a good one coming up with those 75 hard verses where people who come in who have used the 75 hard program to recalibrate their life, take their life from a place they didn't want it to a place that they are extremely happy being. If you're unfamiliar with the 75 hard program, it is the world's most popular mental transformation program ever. You get it for free at episode 208 on the audio feed. There's also a book. The book can be [e-mail] it is not free. It's called the book on mental toughness and it includes the entire live hard program plus a whole bunch of other good information on mental toughness, how to cultivate, how to use it to become the ultimate version of you. That's pretty much what we got going on. We got real talks. Real talk, five, 20 minutes, me giving you some real talk. But that's kind of the show breakdown. All right, Shows within the show. Today we're going to get better. That's we're going to do. So don't forget to share the show if the show gives you good info. We're not selling anything here. All right? Just very simply, I ask that you share the show. So don't be a hoe.

[A]

Share the show.

[B]

All right, what's up?

[A]

What's going on? Nothing, my guy.

[B]

Oh, nothing, man. Yeah.

[A]

Busy day, right?

[B]

Like every day. You know, this shit's easy. Actually, yeah. I actually bought a 900 course last week. Here we are.

[A]

Yep.

[B]

It was awesome. Best course ever.

[A]

Yep. You know, made the bajillion dollars today.

[B]

One week.

[A]

Yeah.

[B]

Nine. I actually paid 997. That's the price point.

[A]

What's going on, Dude, I gotta get a course on pranking.

[B]

I got a course on shutting the up. How about that one?

[A]

I haven't had that one yet.

[B]

I know. I got it for you. Why?

[A]

For me?

[B]

Yeah.

[A]

No, I do. I got. I need to take a course on pranking people, man.

[B]

Why?

[A]

I got some. So the. The dick case. If you guys saw my story the other day, somebody put some miniature penises on my VAL steam stem covers.

[B]

Miniature? No, they're anatomically correct.

[A]

Yeah. For. They just you. Yeah. Okay. Anyways, I found out who it is. I know them and I'm not going to say their names.

[B]

Are they in this room?

[A]

No, no, not in this room, but I'm. I'm. When I say, the revenge is going to be so sweet.

[B]

Would they normally be in this room?

[A]

No, they're in this building.

[B]

Oh, I'm where?

[A]

They're in this building. I'm coming.

[B]

Now I gotta go check all my cars for dicks.

[A]

Okay. I gotta be fully transparent with you. I actually thought it was you first. Like, my mind. My first mind.

[B]

I'm way too lazy to do that. There's no fucking way.

[A]

And I'm just like, no, man. That's my guy. He's not gonna do that to me. He's gonna put dicks. He's not gonna dick me down. You know what I'm saying? He's not gonna do that.

[B]

Definitely not dicking you down. You.

[A]

Yeah. I'm like, why would. Why? Andy wouldn't do that, you know?

[B]

No, I wouldn't.

[A]

Yeah. But I'm glad that it wasn't you and it was just somebody.

[B]

I think it might have been Dave. Dave. Dave the maintenance man.

[A]

Why would he do it? Dave ain't got nothing on me, man.

[B]

I ain't do nothing today. Dave doesn't like you.

[A]

Dave's cool, man. He's all right.

[B]

Dave. Dave definitely dicked your tires up.

[A]

I'm going to tell you who it is off air. You'll know. Exactly.

[B]

All right. Tell me who it is. We'll beep it out. Oh, that makes sense.

[A]

Yeah.

[B]

Yeah, it's definitely him.

[A]

Yeah, it was actually him. And that's definitely Back there. That's definitely three little blind mice. Yeah, them all up.

[B]

Okay. Yeah.

[A]

Leap. All of that.

[B]

Yeah.

[A]

Because I don't want them to know.

[B]

Oh, that's. That makes sense.

[A]

Yeah.

[B]

Well, sounds like a hate crime.

[A]

That's what it is. That's what it is. I mean, they put these miniature penises. They're not even to scale, you know.

[B]

Maybe a little smaller.

[A]

Yeah, man.

[B]

Hey, we're gonna. We're gonna do the show.

[A]

Yeah, let's do it, man. I'm down.

[B]

You talk.

[A]

Yeah, I mean, listen, I'm fine either way. I can go both ways.

[B]

I'm aware. Let's do the show.

[A]

What are you guys doing?

[B]

You can't me, bro. I'm. You said you were gonna go both ways.

[A]

Yeah, I'm saying, like, we could talk.

[B]

Shit and we could get better.

[A]

You know what I'm saying?

[B]

Yeah.

[A]

Guys, It's Q&AF, man. Let's. Let's make some calls.

[B]

DJs got his fucking prison fantasies. What? Did you see that video I sent you the other day? About that? Mm.

[A]

Mm.

[B]

Oh, man.

[A]

Which one? You sent me a lot, bro.

[B]

Yeah, I know. You're the reason usually for the show. It never makes it in the show, though. The show would be much funnier if it did, would it? Colors.

[A]

It'd be something.

[B]

Yeah, we do Waiting.

[A]

Yeah, they're literally waiting.

[B]

What the are we doing?

[A]

They hear all of this, actually.

[B]

Oh, dude.

[A]

Let'S go. Let's get our first call in, man. Let's get Kennedy on the line.

[B]

Kennedy.

[A]

Kennedy. Let's give Kennedy a call.

[C]

Hello?

[A]

Hello, Kennedy.

[C]

Hi, how are you?

[A]

I'm good. How are you? This is dj.

[B]

What's going on?

[C]

Nothing much. Just working. How are things going in St. Louis?

[A]

Yeah, they're good.

[B]

They're hot.

[C]

It's hot in Oklahoma here too.

[B]

I bet. So what's up, Kennedy? How can we help you?

[C]

Well, I mean, first, I know you guys hear this all the time, but I just wanted to thank you for all that you do through this podcast. The lessons and the wisdom that you guys have shared has just completely changed me professionally and personally. So just thank you for that. So what I was just wanting some advice on. I work for an incredible organization, and I've recently been invited to attend meetings with our executives and leadership. And during our one on one meetings with executives, I feel like I perform well. I know how to collaborate and how to give ideas and help the organization grow. But during large group meetings with the entire team, I feel that I'm the quietest one I freeze under pressure. And I don't know if it's the fear of saying something wrong or just the pressure getting to me. So just any advice that you could give to maybe help, maybe push through the uncomfortableness of these large group meetings?

[B]

For sure. I think this is something that a lot of people struggle with. I think a lot of people really end up in a place they don't want to be in life because they lack the simple courage to speak up and say things when appropriate. And I could tell you for. I'll give you two perspectives. One, for me, I was never comfortable in front of a group of people. That is not something that was natural for me. I remember the first meeting I gave that was like an official meeting. And I stood in front of like, I don't know, 10, 12 people. And I mean, I was scared to death, dude. I was scared to death. I had a one sheet outline. I had never really given a meeting. My hand was shaking, I was nervous, I was sweating. I, I, dude, I drank a beer before, before the meeting to try and calm down. Like, that was my dad's advice. My dad's like, drink a beer, you feel better. So I got a beer and I drank. That didn't work. And I was terrified. And I read the, I read the meeting, you know, and it like, dude, imagine what you guys think of me personally now. Being able to deliver a message versus the complete polar opposite. And that's where I started at. And I say that because it's important for everybody to understand that even the people that you look up to, you think are highly skilled at certain things, they didn't just come out of the womb that way. They weren't born that way. And I don't have a problem admitting that I was not very smart. I didn't know how to speak. I was scared, I was timid. I was afraid to, to really do anything. And the only reason that I ever did anything is because I had to do it. And it put me in a position, you know, with business, where I was forced to take action even when I didn't want to. There wasn't an option for me not to do it. And if I didn't have that pressure, I wouldn't be the person that I am today. So just to start, and this is for you, Kennedy, and for everybody else listening, this is a skill that you have to develop, and that's what we have to look at. It is a lot of people look at these things and they say, well, I'm not very vocal and I'M not an out. I'm a. I'm an introvert, and I'm not extroverted. This and this and this. Look, dude, the world doesn't give a if you're an introvert. What it cares about is, do you contribute? And the world's not just going to take it easy on anyone because they have a little bit of fear of saying the thing. And people are going to say, oh, well, you know, he's an introvert, or she's an introvert, and give you points for that. No one. No one cares. And so what happens is people think because they identify themselves as an introvert that that gets them off the hook from actually having to speak or say or do or be assertive. And if you don't do those things, if you're not assertive, you never get recognized and you'll never move forward. And that is the ultimate conclusion that we have to come to for those of us who are not comfortable naturally speaking our minds or being in front of people. And the way that we conquer that is we put ourselves intentionally in positions where we get reps at that. And I was very fortunate, through building multiple companies, to have opportunities to give meetings and sit in meetings hundreds, thousands of times, which then made me very comfortable. I had the opportunity to speak in front of our company, which is now, you know, 500 people, thousands of times, which got me reps at speaking. And so now I'm comfortable. And it's just like anything else. We have to take our skill sets that we are weak in, and we have to make them strong through repetition and practice. And so with all of that being said, the first thing that we have to do is look for opportunities to. To assert ourselves. So when you're in a meeting and you're in this situation and you have all this pressure and you're freaking out and you're saying, oh, you know, I don't. I don't want to say this because I might be wrong, or I don't want to say this because I. I don't want to sound stupid or this or that or this. Dude, that should become your trigger to speak, okay? Because what damage can you really do? All right? If you're someone who is an intelligent person and you're sitting there and you're coming up with ideas and answers that you know you can contribute to the mission, and you're talking yourself into being quiet, what that usually means is that you're a highly intellectual person because you're overthinking what's actually going On. All right? And you have to remember that whatever comes out of your mouth is probably going to be pretty good, because the dumb. They're not hesitating. You know what I'm saying? They're raising their hand and just spouting out. You, on the other hand, are thinking, very calculated. You're listening most of the time and speaking when it's appropriate. And that should give you confidence because you have the awareness of when I should speak and when I shouldn't speak. That when you feel you should speak, you should. Okay, you know that you have something to contribute. You should do that. All right? Now that's the. That's the carrot. That's the positive part. You can always work this skill in. You can always become better. You can always learn this skill. And you should. Everybody should. But here's the. The. The stick. All right? This is the part that hurts. If you don't do it, if you don't speak up, if you sit there and freeze up, you will never move forward because you are not displaying your value to the team. And not only will you never move forward, eventually when they start looking at who's replaceable and who's not, they're going to look at the people who are quiet. Even if the people who are quiet are highly skilled and really good, if nobody knows they're highly skilled and nobody knows they're really good and they don't speak up for themselves, they're going to get cut from the team. Okay? Even for lesser skilled people that speak up because the perception is people who are willing to contribute are smarter than the people who are staying quiet. The perception from a manager or a leader or an executive is usually, not always usually. And when I say usually, I mean in the upper 90%, the perception of the quiet person is going to be that they bring less value. That is what you have to understand. And that's reality. It might not be true, but perception is reality in life and business. And so you have to really, really, really start to force yourself to contribute if you want people to recognize the value. And a lot of people have the problem with this because they see themselves as humble and they see themselves as. I'm bragging if I. If I talk about the things I do good or say the things I do good. Look, guys, if you don't toot your own horn, nobody's going to toot it for you. The world will pass you up, the world will ignore you, and you'll die. With all this on the inside of could have done this, I could have done this. I should have said this. I should have said that. When in reality, dude, you got nothing to lose by saying it. So it's, it's a very mental, it's a mental mind that we all have to work through. And it's also a lack of skill that we all have to work through. And this is not exclusive to Kennedy. This is something that almost everybody has. And for you guys who sit in meetings and sit in, you know, you're entrepreneurs, right? You're trying to contribute. You have to ask yourself, how much are you really contributing? If you're holding your ideas in inside you, how, how valuable are you really? Because employees tend to have this mentality, and this is very, very, very wrong. They have this mentality because they know what they know. They know they have all these ideas and they have all these things and they've got all these things they think should be done, but they never say it. And then when they end up getting passed over, they get bitter because they feel like, well, I know more than that guy, and I'm better than that guy and I blah, blah, blah, than that guy. Yeah, but nobody knows it, dude, because you won't open your motherfucking mouth, okay? So the reality is, unless you open your mouth, unless you have the courage to speak up, unless you contribute, you will be seen, true or not, as someone who is less valuable. So I would encourage you to use that nervous feeling of I'm not sure if I should say something as a trigger to say something. And once you do this five, six, seven times, you're going to realize, hey, man, this is, this is, this is great. This is, this is working out. People are receptive to what I'm saying. And, and even if they aren't, you're on record for saying what you said. And if things don't go right, you can always say, yeah, well, that's why I suggested that six months ago. I'll tell you a real world example for me. I have very few meetings that I attend anymore. I am chairman of the board of First Form. I'm chairman of the other. I don't have an active role as CEO anymore in any of my companies. So chairman is what I do. I, I, I sit in on big picture meetings. There's one meeting that I sit in operationally, that is a regular meeting, and that is a Wednesday. You guys will see me post it. I'll post a picture while sitting at the big long table that says, I am first form. That is our creative department, okay? That is just our creative I sit in that meeting and we talk about all the things. Offense. I call it offense, okay? All the things we're going to do for getting people in the top of funnel for the brand, the marketing, the. The experiences, the activations. We just go through all of those things. I started that one year ago in August where I was sitting with these guys. In that year, there has been two or three people in that meeting who, when I started the meeting, I didn't know if they really belonged here. I thought, what does this person actually do? Why is this person here? What do they do? And I kind of went in with a negative attitude of like, all right, we got some people here that probably aren't going to be here a year from now because they don't contribute. And a few of those people, I'm happy to say I was completely fucking wrong about, because I sat in the meeting and I encouraged everybody to speak up. And then these specific people I'm talking about started speaking up. And to the point now where a few of them. I'm like, fuck, those are the motherfuckers. Those are the people holding it together. Those are the people that are actually making shit happen. And had they stayed quiet, which they had before, I'd never seen them contribute, I'd never seen them talk. My perception was actually the exact opposite of what they were actually doing. And all I had to do was get them to talk, okay? And now I have two or three new assets in the company that I trust. I believe in who. I think highly of that. A year ago, I was like, why is this person really here? And this is where we have to understand that we have to take it upon ourselves to speak up. Because, dude, like I was saying a minute ago, when people start to get passed over over and over and over again, and they know on the inside, I have this skill. I have that skill. I have this skill. I'm better than that guy. Well, you're not. You're not better than that person because you're missing just like a business, bro. You could have the best business in the world, the fucking best business, if nobody knows it. You're not going to have any customers. That means you're going to go out of business. So if you look at yourself as the product, and you look at yourself as a business inside of an organization, and the value is what your value is personally, then you got to do the fucking marketing. And the marketing is speaking up, being active, contributing, saying things, pitching ideas, putting points on the board, obviously is the most important part. But people Got to know about you, dude. And as much as we want to be humble and meek and say we're introverts and this and that, nobody can do that for us but us. And this is a big, big, big fucking problem with a lot of people because a lot of people act like this because they're good people, man. It's not because. It's not because they're bad people. They're. They. They don't want to rock the boat. They don't want to look stupid. We all have these insecurities. But what ends up happening, man, is they get passed over and passed over and passed over and passed over. And then they get to be 50 years old and they're like, nobody ever believed in me. No, you didn't believe in you because you didn't have the courage to stand the up and say what you could do. Okay? So long story short, you got to get over it. You got to force yourself somehow to contribute. And you got to trust yourself that you do have something valuable to say. And that's where that urge comes from to speak. And you can't stifle that. Society stifles us over and over and over again. From the time we were little children. They tell us, you could be anything you want. You could be an astronaut, you could. Could be president. You could be a billionaire. You could change the world. But then by the time we get into high school, you say that they're sticking you in a locker, okay? And our teachers are telling us to shut the up and pay attention. And that's silly and that's not real, and you need to grow up. And. And all of these social pressures contribute to us staying quiet. When in reality, dude, for us to succeed, we have to use our voice. We. We have to be proud of who we are. We have to talk highly of ourselves because that's what gets fucking paid, bro. If you look at the biggest names in the world that make the most money, they're not the quietest, OK? Conor McGregor is one of the highest paid fighters ever. He's got the biggest fucking mouth ever. Who's one of the second most popular? Muhammad Ali. Big fucking mouth. You know, we look around at the richest guys in the world. They always got shit to say, okay? Like, this is part of it. And this whole idea of I'm humble, I'm meek, I'm just an introvert. That is society's indoctrination doing its job on us. Because the people who design these social movements to keep us quiet and quote, unquote, Humble know that by keeping us quiet and quote, unquote, humble and small, that none of the good ideas that we have or none of the solutions or none of the cures or are none of the things that we will build, become, create will actually happen, which makes us easier to control. So my point in all of this is this. If you don't speak up, you're gonna fucking lose. And that's that. Are you there?

[C]

You're absolutely right. No, you're absolutely right. I'm just taking it all in, dude.

[B]

If you don't do it, you're gonna lose. You got to do it. You got to do it. You got to do it. When? After.

[C]

I don't want to lose, and I don't want our organization to lose. So thank you. And it just need the courage. And like you said, we get ourselves passes for being introverts and the world doesn't give you a pass.

[B]

That's correct.

[C]

And just. That's so good, dude.

[B]

I've sat down with so many people in my years of running companies, and I say, why don't you speak up? And they're like, well, that's just really not my style. What am I paying you for, dude? I'm paying for your brain. I'm paying for your thoughts. I'm paying for your ideas. I'm paying for your action. Real value isn't just doing the job. Real value is doing the job and then figuring out how to improve, doing the job autonomously. And that takes. That takes thought, that takes courage. That's. This is why I said I. I talk about this a lot privately, but publicly, I've said this a few times. I think the biggest reason most people don't succeed in life is because they lack courage. And people take that, like, as. Like they don't have the courage to start a business. That's not what I mean, bro. They don't have a courage to talk to that person that they want to ask out. They don't have the courage to. To go after and say, I have these big goals. They don't have the courage to speak up in their meetings because they're afraid they're going to get laughed at. And because they don't have the courage to do any of these things, they end up living a life that they fucking hate. And we saw this during, you know, the last. The last few years where, you know, people didn't have the courage to stand up and say, hey, I don't agree with this, or, hey, you know, we shouldn't be filling playgrounds with sand, you know, like. Like that. And, like, dude, it was very obvious to me during the pandemic why people lose because they didn't even have the courage to say, this is bullshit. And unfortunately, you know, courage is one of the components of success. So you have to do it. You have to do it. You just got to fight, bro. You got to do it. It's impossible to win without it.

[A]

I love it.

[C]

You're absolutely right.

[B]

So.

[C]

Well, thank you guys so much for taking the time to talk about this. I'm definitely going to lean on courage more, and whenever I feel that I shouldn't speak up is when I'm going to.

[B]

There you go.

[C]

Thank you so, so much.

[B]

You're welcome. Just use it as a trigger, man. The first time you start hearing that voice in your head, like, I got something to say, and then that other voice comes in and says, no, no, no, you're gonna look stupid, that voice. Do it anyway, because, like, dude, that is what's going to end up making your life the way you want it.

[A]

Love it.

[C]

Yeah.

[A]

Love it. Well, thanks, Kenny. Go get it done.

[C]

Awesome. Thanks, guys.

[B]

All right. Thank you.

[A]

Yeah.

[B]

Huge deal, bro.

[A]

It's massive. I wanted. I wanted to ask you a piece on this. How important is it to have the confidence on the actual subject matter when it comes to.

[B]

Well, when you know the subject very well, it is a lot easier to. To be confident about it. You know, the more you know the subject matter, the less nervous you have to be. You know, one of the things that. That I learned through public speaking, because I know business and entrepreneurship so well and have lived it actually as my whole life, 24 hours a day for so long. Like, I can literally go out now unprepared and deliver, really, whatever they want. Like, I can. And you've seen me do this. I will go to an event, if I'm speaking, and I will ask the person 20 minutes, 30 minutes before the event, five minutes before, like, hey, what do you want? What do you mean? What do you want? I'm like, what do you want? Like, what do you want me to say? And they, like, think I'm joking.

[A]

Yeah, right, right.

[B]

Like, they're like, what do you mean? I'm like, well, what do you want? Like, but the reason I can do that is because of two things. One, I know the content, okay? I'm very confident in the content, and I'm so confident in the content that I have no problem, no matter who it was. It could be anyone on this planet could stand up in the front row and raise their hand and say, I don't agree with you. And I could back up my point and say, well, here's what I'm saying, this is where it is. And have an intelligent conversation with the smartest person on the planet about business, period. I know I can. Okay, but two, and this is another important part, I have the right intent, Okay? I know I'm there to help people. I know I'm there to make people better. So with those two things, the knowledge of, the depth of knowledge in the subject category and the proper intent, it's almost impossible to fuck it up. And if you're in a meeting and you know what the fuck's going on and you have the intent, like she said, to make the organization better, then you should have no fear of speaking up at all.

[A]

Yeah. Yeah, I love that, dude. I love it, man. Let's get another question going, man. Question number two. Hi, Andy. Andy. We sell a premium EDC everyday carry backpack built for professionals who move between urban environments and outdoor terrain. Has a lot of really awesome features. We've sold a few thousand units through organic traffic, social content and word of mouth. Customers who get it, love it. We've got solid reviews, great retention and even some repeat buyers, but we're hitting a plateau. People like it, but they don't need it. Our E. Com data is telling us that people come to our website, they browse, they add it to the cart, but they don't buy it. Our conversion rate is decent, but flat. I think we've built a solid product but not a killer offer. So I'm stepping back and asking would what would make this offer undeniable to the right buyer? Do we need a built in power bank? Should we include a lifetime damage replacement warranty? Or are we undercharging for what we've built or failed to communicate the price to its value? So the question is what combination of messaging, value, stacking, et cetera, would make this product go from interesting to must have without discounting our brand or pushing gimmicks.

[B]

Well, first of all, that's very general information to ask. Specific answer for. I would have to know the exact percentages of all of those things to answer that question. But here's what I will say. You've basically got a few different elements in play here. One, you got the product, Is the product good? Yes or no? Okay. Two, you got the price, Is the price fair? Yes or no? And three, do you have the right people that you're marketing to? And four, is the message that you're marketing to them, the correct message. And these are the basic elements of what we need to consider.

[A]

That's the, that's the checklist, basically.

[B]

Yeah. Okay. Okay. The product's gotta be good.

[A]

Yeah.

[B]

The price has to be right. We have to be targeting the right people, and we have to be targeting them with the right offer. And so one of those four things is likely off. Now, you want to preserve the brand perception of premium, which means you cannot lower the price to adjust to sell more, because if you lower the price, there is a price value correlation that will be violated and people will see your product as lesser quality. So that is off the table. Which means you have to figure out a way to add value on top of that or you're going to have to adjust your messaging and your. In your audience. Okay, so I don't know your messaging, I don't know your audience, I don't know what you're offering on top of it. But without knowing any of those things, it seems very, very clear. Like, dude, actually it's not clear because I don't know when you say it's selling, okay, I don't know what that means when you say people are coming to the site. I don't know what percentage that is. I would have to know those things to know what the fucking problem is. But, and to answer the question in general, these are the elements that we have to look at and adjust and very, very quickly. Most people will discount their product to a point of the perception being cheap when they're trying to maintain quality. And they think they can do it with sales and discounts. You know, they think, well, you know, I can make the product price $400. That's not the price that people perceive it to. Okay. They're going to perceive it as what they paid for it. So if you make the price $400 for this amazing premium bag and you're always discounting it to $100, they're going to see it as a $100 bag.

[A]

That bag is $100, correct? Yeah.

[B]

And this is a big problem that a lot of companies make. But short answer to the information that's available, you've got to look at those four elements. You have to decide what is the right combination of those things that's going to maintain the perception that you want to create. Over the course of know the brand life cycle, I imagine that you're probably going to want to line extend into other things later. You're going to want to take this bag, you're Going to make another bag and then maybe you're going to make you know, an EDC over the shoulder carry bag. Maybe you're going to make a, you know, a different, like some things to.

[A]

Go in the bag maybe.

[B]

So you can't get impatient when it comes to maintaining the brand's integrity in terms of the value of what the perception is of the brand. You understand?

[A]

Yeah, for sure.

[B]

So, so I would say without looking at anything else, what you probably have is you probably have a problem with your audience and the message that you're delivering to your audience. And what I would probably say without knowing is that you're selling to an audience that is more general, not premium as versus an audience that would look for premium goods. And I think if you adjust to that, you're probably gonna do much better.

[A]

Yeah, I think, I think that that's an interesting point. And I think, I mean I feel like this would be a common problem for a lot of entrepreneurs is like that are selling goods or offering services is like what is fair in price, you know what I'm saying? Like how do you make that determination on okay, I'm offering this bottle of water. What's the difference between this, this being a Fiji bottle that's fucking, you know, $5 versus the branding and marketing. Yeah.

[B]

Oh, and product quality.

[A]

And quality.

[B]

Yeah. But I mean like you have to.

[A]

Be pretty honest with.

[B]

Hold on.

[A]

Process though, right?

[B]

What do you mean?

[A]

Like honest about how good is that water to be able to offer it that high?

[B]

Yeah, I mean if you sell a premium price product and it's not premium, the word of mouth is going to kill your company. Okay, you can't trick people. You not going to trick people by putting out a, a, a lowquality bag at a premium price. Premium customers are going to be the ones that know what premium is and they're going to get pissed and they're going to go all over the Internet and they're going to say don't ever buy from this company. That's actually the old play that they ran for 50, 60 years when there was no social media and there was no Internet. We had a ton of companies that would make shitty ass products charge premium price for it. But there was no avenue for negative word of mouth to come back so they could get away with it. And they made trillions of dollars collectively. And this is why the, the older people have this messaging of well if that guy's rich he's got to be a scam artist or he people over or he did this and that. Because, dude, for a long time, that's how business was. There was no recourse. All right? Nowadays, it's completely opposite. If you make a premium product and you sell it for a fair price, people are going to talk about it. If you make an inferior product and you sell it for a premium price, people are gonna be pissed and they're gonna talk about it. And what you have to understand is they're gonna talk no matter what. So what story do you want them to tell? And so the story should be, dude, you have to order from them. It's not even. It's not even a little bit question. They make the best product, they got the best service, they. They give the most value. They're always there. For me, these people care. Like, everything you could possibly do, you have to do because this is the most competitive game in the world. And when you're marketing, or. I'm sorry, when you're competing for the story told about your product, you've got to cross your. Your T's and dot your eyes perfectly, because that's what you're. That's what you're competing against. You're competing in business against the story that's told about every other brand that you compete against. That's it. And so your job is to make the best story so that when people talk, that person who runs into the, you know, your competitor, who also has, you know, a bag, they say, bro, listen to what these guys did. They fucking look at this bag. Look how awesome starts with the product. Look how awesome it is. Blah, blah, blah, blah, blah, right? Then it's like, bro, not only that they did this, not only that they did that, not only that, they followed up here. Not only that, they did this and this and this and that. Other guy's like, yeah, I should be shopping with them.

[A]

I just got this bag.

[B]

Yeah, right? So it's not. It's not just as simple as, you know, what is the offer all the time. It's. It's collectively, what am I trying to do with the company? And do I understand the value of a customer over the course of life? Not just in a statistical LTV term, but in a story term. Okay, look, dude, like, I'm in the fitness industry, okay? For the most part, every company that I'm in, almost every company I'm in deals in consumer goods that people consume, okay? In fitness, sometimes people work out, sometimes they don't. Okay? Nobody really. I mean, I do, and the people here do, and a few of our customers do, but people tend to go through phases. I work out really hard, then I kind of go off. And when they go off, they're not typically buying this or that of what we buy. But that doesn't mean they're not a customer because they're going to be a customer again. So we have to get the story to last longer than the actual, what you would define as the LTV statistically. And this is kind of the point that we were talking about with Tim Grover was on about how sometimes the real story has less to do with data metrics and more to do with emotion. You see what I'm saying? And perception. And so when you're selling a product, you can't get impatient about where you're placing it, but you have to do everything. I'm, I'm not a big. I will not. I don't discount products. I don't fucking discount products. I don't, I don't sell shit cheaper. That's everybody's way to go. And it's a race to the bottom. You end up cutting your margin out. You end up retraining your customers to see your product valued less. I had this conversation with a buddy of mine who had a big company at one time and ended up killing it because he couldn't understand this concept. All right? When you sell things for a discount because you need to bring in sales and that's your like quote unquote secret weapon, it only works short term. All right? The first time it works really well and you're like, look at all the money I made. The second time it might work really well. The third time it works a little bit less. By the 20th time, the customers are waiting for the to go on sale, which means the company that you designed to operate on X profit is now operating on x, on 50% of x profit. Let's say it's, it's a bogo offer. Okay? Okay. So now your entire framework of your company does not math at all. And you and most people don't realize that. They're like, why is the books not matching? We're selling this and this well, bro. Your margin is cut in half because you got impatient to bring in the top line dollars. The top line dollars don't even really mean that much. You see what I'm saying? So there's a lot of things that, that go into this and a lot of it comes from experience. And I'll tell you how I learned this lesson. In 2006, we ran and we do. We were in a very similar spot is what this question is. We had a seven pound protein, a seven pounder, okay? Now it's mostly five pounders, but there was a seven pounder.

[A]

That's a ton of protein.

[B]

Yeah, yeah, yeah. And it was cheap protein. So it was very cheap, low quality. And there's a customer for that, right? Like the customer. There's a customer, which I've never understood that. I've never understood why if you're trying to get the best results, why you would buy the cheapest shit. It's not all the same, but regardless there's a market for it. So we were, I was, you know, I don't know anything at that time. I'm just kind of learning. And I'm like, here's what we should do. And it caught our cost on. It was like 28 bucks, okay? And I'm like, chris, got this great idea. We'll fucking loss lead the seven pound protein, which loss lead means basically sell it for cost. So you get people in, right? And we'll. Lastly the seven pound protein, dude, and we'll get all these customers. So we started running these radio ads and we called the Meathead special. I swear to God, that's what we call it, okay? We call it the meathead special. 2999 for seven pounds of protein, bro, the first day those eras, those ads aired, we. So we sold the fog out. We got more. We sold the fuck out. And I'm like, yeah, we made it. We're rich. Like, dude, for, for the next three months, nobody came in the store because they stock their pantries. They stocked up on this product. They didn't need to come in. And not only did they stock up and didn't come back for three months, I didn't make any money on the first deal. It almost put us out of business. It almost put us out of business. And that's why like when I, when, when I see people doing buy one get ones on consumable items that are on a monthly cycle, I'm like, bro, don't do that, you know? But what do I know?

[A]

Yeah.

[B]

You know what I'm saying?

[A]

I mean, how much of that too is like just people not like not understanding that like the customers are pretty smart and like they know what they want. Like they're okay with premium paying on, on the product.

[B]

Of course you gotta decide where the you're gonna be. I mean, dude, some of the most valuable brands in the world are brand or the most luxurious brands. And real talk, like if you made the best. Here's the thing about building a High end product. Not necessarily in consumables, but in other areas. Because in consumables there's only so much high end you can get. Right? Like there's, you go to the, you go to the steak store, there's a fucking. I don't know how much steaks are now, but yeah, right. What is, what's a strip steak? 20 bucks. Okay. Then you get the 40 bucks steak. Then there's the $300 steak, that's wagyu. And then after that it's bullshit. Everybody's like, it's bullshit.

[A]

Yeah, right.

[B]

Okay, so there's a limit there. Yes. So you have to decide where you want to be. Do you want to be in the good, do you want to be in the better, or do you want to be in the best? And the thing about being in the best is that there's not as many customers, but there's so much margin in it because the per, it's the perception in the branding and the marketing most of the time. So if you made a amazing, amazing product in this bag, you know, let's say it is made of space age lunar indestructible material. And by the way, a great story goes a long way. Okay? Space age lunar interwoven Kevlar, NASA certified space shit.

[A]

Double certified.

[B]

Yes.

[A]

Yeah.

[B]

Like dude, and you, and you go and sell that to the, the right people are going to think that's the shit. Okay. And then there's going to be people at the low end and they're going to say that's bullshit. Right. But what, what do you do? You, you build a story around it, you get it in the people that, that would understand and see if they think it's the highest quality. You work with those people, you leverage their audiences and you take it from there. But the point of the whole fucking matter is, is that I personally think that selling the cheapest is not a good place to be because there's the, there's way more people at the bottom of the pyramid of selling the cheapest product. And it becomes a race to the bottom people, your customers can never be loyal when they are work when they're going for. When you're the cheapest product, they're not going to be loyal because they're going to care about are you a dollar more, are you a dollar less? I mean, I learned this lesson in retail. This is what retail business is such, such a good business. Back in, I don't know, it's probably fucking 2002 or 3. I had a retail Customer come in, and we were selling a product called myoplex light. And it. I remember. I remember this exact conversation because it was. It was at the time. It was the minute I learned what I'm trying to explain now. The first three or four years in business, people would come in, and I would negotiate with them. They'd say, oh, well, so. And so has it cheaper. And I'd say, well, I'll. I'll match that. I'll do that. And, dude, I couldn't make any money because the customers started figuring it out. And they would come in, and they would just name a price or show, and I'd be like, all right, I'll do it, you know, Because I didn't know any better. So I had a lady come in one time, and she was like. She's like, how much was your price on this Myoplex light? I said, it's 29.99. And she goes, well, they got it down the street for 29.90.

[A]

No.

[B]

Yeah. No, no. Hold on. She dead serious looks at me in the fucking face. They got it down the street for. For 29. 29.90. And I'm looking at her. She's looking at me. I'm not saying anything because I. My response was just like, what you just thought on the inside? I'm like, there's zero chance that this lady is pressing me for 9 cents.

[A]

Yeah.

[B]

And she's like, can you match it? And I was so irritated, I said, no, no, I'm not matching it. And she's like, I thought you guys matched prices. I say, it's nine cents. She. She goes, why? You said you were. I said, well, that ended.

[A]

Yeah, right. One of this. Would you guys stop doing that?

[B]

Yeah, right now. She got in her car and drove away. Didn't buy it. I didn't care.

[A]

Yeah, you.

[B]

You're not gonna put me out of business because you're greedy for 9 cents. And that's where I learned my lesson, bro. I don't want to with the people. I don't want to with price shoppers. I want to with people who understand quality. I want to sell products that are quality. I want to feel good about quality. I've always felt okay with people saying your products are too expensive, But I'm not okay with saying the product's not as good. And that's where I personally live. I like premium. There's nothing about my life that says I don't like premium. I like premium cars. I like premium house. I like premium watches. I like premium people. I like premium everything. That's where I live in every business that I'm in. You. Somebody else might live better in a different business, but that's where I like to play. And when you play in that, in that place of building the best product, people recognize quality, and it's an easier time to have those customer relationships.

[A]

You can say it's gonna say it ain't worth it, though.

[B]

It's a long answer.

[A]

No, that's real.

[B]

It's a long answer. To answer the actual question that they asked, I would have to know the data points, because when they say, oh, we're doing okay, or it's this or it's flat, you know, flat doesn't necessarily mean it's bad. What it means is that maybe you're not acquiring customers at the rate that you need to acquire. You say, oh, I need to adjust the offer. Well, maybe you're targeting the wrong audience. Maybe you're targeting the right audience. And your. Your fucking ad copy's terrible. There's so many variables in that that it's impossible to answer. But I think I gave you a lot enough value to. To. To help you figure it.

[A]

You better start somewhere. For sure. 100%, man. I love it. I love it. Let's get another call in. We got. We got Nick hot and ready for the call. Okay, let's give Nick a call.

[D]

Hello, It's Nick.

[A]

Nick, what's up? This is dj.

[D]

Hey, what's going on?

[A]

Oh, man, you tell me, man. How you doing?

[D]

I'm doing good. I'm doing good. I'm out here in Denver, Colorado, so it's a good day.

[A]

All right.

[B]

What's up, Nick? How you doing, bro?

[D]

Hey, Andy.

[B]

Good.

[D]

How are you doing?

[B]

I'm doing great, man. Beautiful in Denver, right? 300 days of sunshine.

[D]

I know it is. Yeah, we're. We're the other Sunshine State, I guess.

[B]

Yeah, you're the better one.

[A]

The better one.

[B]

All right. So what's up, bro? How can we help you?

[D]

Yeah, man. So first, just wanted to thank you guys for the content that you do put out. I. I started as, like, two years ago. I did 75 hard and just started listening to your podcasts when I was working out and just kind of helped me get through certain. Certain parts of 75 hard. And I've been listening ever since. And then. And then, like, other things, like, my daughter's three. She's obsessed with Otis and Charlie, so just. Oh, that's awesome, all that you guys throw out there.

[B]

Thank you, bro. That's cool.

[D]

So it's good stuff. And, and just speaking of your content and to my question. So I just finished your book, Andy Mental Toughness. And at the end you talk about success zombies, and it hit me like a ton of bricks that I'm a success zombie. So it's really easy to like, listen to podcasts and read books and get that hit of dopamine. But was just wondering, like, how do you snap out of just that learning cycle or spiral and get into doing and taking action? So, like building that muscle to pull the trigger.

[B]

I, you know, let me ask you this. What do you, what do you, what are you doing right now?

[D]

I'm in, I'm in sales, so I sell healthcare software.

[B]

Okay. And what's your, what do you want to do? What's your. You obviously feel like you're not doing something you should be doing. What is it that you want to do that you're not not doing?

[D]

Oh, that's a good question.

[B]

That's the first problem there, bro. You gotta, you gotta identify what it is you want to do. Yeah. You know, because, dude.

[D]

Yeah, I mean, go ahead, go ahead, go ahead.

[B]

No, you go ahead.

[D]

Yeah, I mean, in reading all these books and even the more I've been thinking about it, there's like a tug to do something on my own in, like inside of me, but I just am comfortable where I'm at today.

[B]

Huh.

[D]

So in reading these books, it's like, oh, that sounds awesome. But to take that, that next step or that leap is scary. So I'm almost like living vicariously through self help books is what it feels like sometimes.

[B]

I mean, that's a big problem. A lot of people do that. And that's why I call. That's why I have a name for it, man. You know, these are the same people that go to every conferen. They join all the masterminds, they listen to all the podcasts, then they start debating on who said what. More accurately, you know, who's the best mentor. Like, dude, this is not. That is not what this is about. Like, this is about action. And I got to be real with you, man. And I don't. I'm not trying to discourage you, but if you don't have enough want and drive and hunger to go and make yourself go, then maybe you shouldn't go. Maybe you shouldn't. Because the truth of the matter is the journey is so hard and you have to want it so fucking bad that if you're even questioning it, I personally believe that people are going to get run over. So you know that. I would probably say a lot more harshly if I wasn't talking directly to you, but the truth of the matter is.

[D]

Go for it.

[B]

Go for it.

[D]

I want to hear it. That's why I called you. That's what I.

[B]

Well, look, bro, look, I mean, dude, I said it whenever I had Grover on, you know, if you got to be motivated, you ain't got it. If you have to be pushed, you don't have it. If you've got to fucking be told, you know, that it's time to go, you might not have it, man. And I hate to fucking say that, but if you do have it and it's something that you do want, you're going to have to want it more than fucking anything, because that's the level of the game. All right? There's nobody in the NFL that kind of wants to play football. There's nobody in Major League Baseball that kind of wants to play baseball. There's nobody at the fucking top level of business that kind of wants to be wealthy and do business. These people dedicate their entire fucking lives, every living, breathing moment of their existence, to these goals. And this is a big problem with the perception of the Internet. The Internet makes it seem like we can just casually want things or sort of want to be successful or kind of want to be an entrepreneur. And dude, I'm telling you, you can't. You have to be bought in. The game is hard. It's not fucking intramural softball. It's the World Series, game seven, every single motherfucking day. So my answer to you is, is you need to really think about what it is that you want not two years from now, but 10 years from now, and then 20 years from now. You're a young man. I can hear it in your voice. You have plenty of time to figure out what it is you want to do and go make it happen. But that doesn't mean you have to. That doesn't even mean you should, because there's a lot of people. And this doesn't even. This isn't even a bad thing. This isn't even a bad thing. There's just a lot of people that are more comfortable and happier living a normal life. And, dude, you got to be real honest with yourself about what you want. Because I see a lot of people jump into entrepreneurship, not really understanding the game that they're jumping into, and bro it their up because now they don't have time for their kids and now they don't have Time for their family and their wife doesn't understand because it's this drastic change and all of this shit, all because we have these fucking assholes on the Internet that want to sell you a course or a mastermind or some sort of book telling you how fucking easy it is. It's not easy. It is not easy. I. And I say this matter of factly. I'm not saying, I'm not saying this as an asshole. I am a smart person. I have quarter century plus of experience in business, bro. It. Every single day. It's hard for me every single day. And so.

[D]

Oh, go ahead. Good.

[B]

Yeah. So my point to you, brother, is like, you just have to think about what it is you want. And whatever it is you want, you have to go all in on it. You got to make a decision, you got to commit to it, and you got to say, this is what the I'm doing. Because if you give yourself an out, if you give yourself a, I can do this instead or I can fall back on this or I could do this, you don't, you won't have it, man. It'll get too hard. So, you know.

[D]

Yeah, dude, even you saying that I did 75 hard. And if you go in the app, I don't know if you can see on the back end, but I've started it and stopped probably 20 times since doing it the first time. And realizing is not that easy. And I keep giving myself excuses. Well, and I realize, why don't you do this? Understand that.

[B]

Why don't you do this? Why don't you do it again and finish it? Do it again and finish it. Do it exactly right and finish it. And during that time, make it a part of your routine to every single day think about where you want to be. And then when you finish it, you make a decision about what direction you're going to go. Because that if you finish it and you do it the right way, you're going to be a different fucking human. Okay? And you will have developed a new belief and a new understanding in yourself that you actually can do anything you want to do. The power of the Live Hard program is this. It teaches people very simply how to act productively when they don't feel like it or when it's the last thing they want to do. And if you have that power, brother, to act in a productive, forward way, no matter how you're feeling, your chances of being successful at anything increase to nearly 100% because nothing can fucking throw you off track. So my advice to you Bro. Is to do the program. Do it exactly right during the program. Think about what it is you really want. Study up, read everything, chat GPT to death, whatever you got to do. Become a student of the entrepreneurship world. And then on day 75, make a decision about what it is you want to do. And that's, that's because that day 75 is when you're going to understand the power that you have and what your potential is. And your decision making will be different at that point than it is right now, bro. And I want to say this. You can do anything you want. I have no doubts that you can do it. I. I know people. People give me. They're like, oh, fucking tune in. And Andy's yelling at me and saying he's better. No, motherfucker. I'm not saying that I'm better than you. I'm saying that you're better than you. And you people don't like hearing that shit. But the reason I know that is because I am no different than anybody else. I'm no different than you. I'm no different than any of these people listening. It's hard as fuck for me. I have to work extremely hard to be productive. Like the dude on the comment the other day, DJ was like, oh, Frisella thinks he's the hardest dude in the world. No, actually the reason I work so hard is because I know I'm a. And I gotta get the out of me. Okay? That's the truth. That's the fucking truth.

[D]

And even you, even you saying that, like, what scares me is when you give that not one year, not two year, but ten year time horizon.

[B]

Yeah.

[D]

And I'm doing the same thing I'm doing today, bro. That's like my biggest fear, brother.

[B]

That should be your fear.

[D]

Years from now. And that's my regret.

[B]

That should be your fear. How old are you?

[D]

36.

[B]

The Bro, it's your time. It's your time, okay? Yeah. You can do anything you want. Dude, I'm not saying that from some fluffy ass way, all right? I believe anybody can, but they got to become the person who can do it. And that's the first step. If you can develop the discipline, the grit, the mental toughness, the fortitude to make decisions that serve your goals. And when it's the last thing you want to do, there's nothing you can't do. You can't be beat. You can't be beat. A hurricane won't stop you. A snowstorm won't stop you. The economy won't stop You. Nobody can stop you. Like, it's just because you become unbeatable. So, you know, that's my advice, bro. And. And don't take this as I'm discouraging you. Take this as I'm just telling you the truth. Because the last thing I want is to be one of these people that glorifies the journey of entrepreneurship to people who it's just not for, and then having them be in a worse position than when they started. And that's not what I'm about, bro. There's plenty of people that are very happy living a very normal life. And to be completely fucking honest with you, dude, a lot of times I. I really admire those people. I'm just not one of them. And so, like, you know, a lot of people will think, oh, you know, because he's done well financially, he thinks he's better than people. No, that's just the result of the actions I've taken. I. Trust me, the amount of mental strain and the amount of weight that someone like me has to carry is very heavy. And sometimes I look at other people who don't have that journey, and I'm like, man, that'd be nice, but, like, I'm not like that. We. We got to be true to who we are and what we are. You know, my buddy Zoltan, who's been. You probably heard the episode when Zoltan was on the show from Five Finger Death Punch. We were sitting at the house for six hours after the show, and I was telling him, I'm like, bro, I'm having a hard time. Like, I don't fit in anywhere. I don't get along with people. I'm. You know, I'm always looking for a fight. Even when there's not a fight, I create one. And he's like, bro, the world needs warriors too, man. He's like, you ever think that there's nothing wrong with you and you're just here to do those things? And I'm like, that makes sense. And, bro, it gave me a lot of peace because. And that's. That's another thing the Internet does, is it takes people who are wired a certain way and makes them think they're broke because they're different than everybody else. When being different than everybody else is a thing that makes you stand out. And it's the juice, it's the sauce, it's the thing that makes you special. So don't let the Internet convince you either way. Like, you have to be honest with yourself. Am I an entrepreneur? Is this What I want, do I want to commit this? Do I want to pay the price? And I will tell you, the outcome is fucking amazing. There's a lot of great things about it. And people, people who say money can't buy you happiness, they never fucking had any. That's the truth. You never hear a fucking rich person say that shit, all right? But you do have different problems, and the problems are big. However, if I listen to the Internet, for me, it would take me back to being like everybody else and then everybody here that I employ and all these things, they would all suffer. So we have to be very careful to not fall into the, the slices of acceptability of our lives that the Internet provides. Dude, you can be a complete hodgepodge mix, match whatever you want. You can live in all these different worlds, bro. Like, sometimes I'm an entrepreneur, sometimes I'm a fucking hippie, Sometimes I'm a weightlifter, Sometimes I'm a race car driver. Sometimes, you know, sometimes whatever I want. Like, dude, there's no, there's no mold that you have to fit into. And I think people spend so much time trying to fit in these molds that they end up fucking themselves up. So. So on.

[D]

That's.

[B]

Go ahead.

[D]

Like another. Yeah, just another. Like the life stage. I'm in with a three year old daughter too. Of like, is the thing I need to. Because you mentioned your book a couple times too. Is like the thing I need to go 100 on. Is that my daughter right now too?

[B]

Yeah.

[D]

And not leaving her behind.

[B]

Yeah, well. Well what? Okay, what's she gonna say about her dad? Yeah.

[D]

And what, what am I teaching her now? Whether it's going back to a success zombie or a dad that's a doer, right?

[B]

Yeah, dude, you got to figure it out, bro. Look, you need, you need to work on your, you need to work on yourself for a minute. Get yourself, get your discipline developed, get your grit developed. Get your, get your, get yourself in the best possible, high level condition that you can and then make a decision because then you know what you're working with and what you're capable of. A lot of times when people are in this under. Because discipline is a perishable skill. We all go through times in our lives where we have high discipline, low discipline, high. That's why people who say, well, why do you got to do 75 hard more than once? I don't know why you got to take a shower more than once. Same fucking thing, bro. Okay, so we have to look at discipline as a, as A fucking thing that goes up and down. And if we make decisions when we're fat and unhealthy and not disciplined, of course we're not going to believe in ourselves because our product sucks. But when we take our shit seriously, we believe in ourselves. We are confident. We're understanding what it is that we can do. We believe in ourselves.

[A]

We.

[B]

We fucking have grit and fortitude. We've just pushed through some of the hardest shit. Make a decision then, because that's the person you're supposed to be, and that decision will lead you to your highest potential outcome. We are not here to fuck around, man. You. I'm going to tell you this. I believe that if you stay where you are, you're going to regret it. I'm just telling you that as your fucking big bro, all right? Yeah. So do. Do what I'm telling, bro.

[D]

That's true.

[B]

Yeah, Go do. Go do the thing. Get yourself in that highest mental place. Force yourself through the program, bro. Do not quit. Make it happen. If you got to be out there at three in the morning doing your. Do it. Then make the decision. Because you're going to know who you are. You're going to know what you're capable of, going to be very honest with yourself about what you're capable of. And the decision that you make will be the right one.

[A]

Hey, bro. That's November 4th, Nick. November 4th. We'll check back in with you.

[B]

Yeah, you better call back.

[D]

Is that seven 75 days from now?

[A]

75 days.

[C]

All right.

[D]

I was wondering if that was going to be part of the call today.

[A]

Yeah, I'm saying you got two hours. You're two hours ahead. You got. You still got time today.

[B]

Look, bro, 36. 36 is still time, but it ain't that much time.

[D]

Luckily, I haven't had a drink today, today, so I can still do it.

[A]

There you go.

[B]

There you go. Yeah.

[A]

Sick, man. All right, well, I'm gonna check in on you, bro. November 4th, I'm checking in.

[D]

Okay.

[B]

All right. Go get it, bro.

[D]

All right, Sounds good, guys.

[B]

All right. Thank you, dude.

[D]

Appreciate you.

[B]

Likewise.

[D]

Everything you guys do.

[B]

Likewise, brother. Thank you. All right.

[D]

See you.

[B]

All right. He's in a good spot.

[A]

There he is.

[B]

He. At least he's asking himself the question early enough. You know, most people don't ask till they're too old. Most people don't even realize because they spend so much time planning Thursday, Friday, Saturday, booze fest or party fest or vacation or time off that they don't ever stop to think like, dude, what road am I going down? I give Nick a lot of credit because it sounds like he's going to be very honest with himself about what he wants. And that's something that we lack in today's current social media environment. They see guys like me who are out there driving nice cars, living an awesome life, you know, And I'm actually one of the few people who actually built something real doing it. But they think that, like, I gotta have that because everybody on the Internet's in this weird competition. Dude, most of those people are lying.

[A]

Yeah, the Internet ain't the competition.

[B]

No, most of those people are lying. The competition is who do we want to become and what's going to make us fulfilled and how are we going to be happy and what are we. What kind of life do we want to live along the way? I love the life that I've lived along the way. It was very difficult. It's very hard. But I like challenges. I'm wired for fights. I'm a competitor, okay? Now I'm surrounded by all these other people who are also hungry, who are also competitors. I love my life that I've created. I wouldn't trade it for fucking anything. But I think a lot of people in my life would fucking hate it. Just like I would hate being like them. And that's not me saying they're a loser. Like, a lot of guys get on there like, oh, you're a fucking loser. Oh, you're telling me that this guy's a loser because he wants to be a good dad and he wants to provide? But, you know, like. Like, dude, these things, listen, it's about what the fuck you want, and it's about the example that you set. And that doesn't mean you have to make $1 billion. It does mean you have to be financially successful at some level, but it doesn't mean you have to go be an entrepreneur or you got to do the dude, what do you really fucking want? Because there's going to come a day where you're going to have to reckon with that. And if you are not on track with that, you're going to feel bad. It's going to be real bad. So I just don't like how all these dudes on the Internet make it seem like this, oh, you're going to get all this freedom. And what the are you talking about? That's how I know you're lying. That's how I know you didn't do it. So you know. And they don't say the you Know why they don't say it like that? Because they can't sell it. How are you going to sell something like this? Hey, this is the hardest ever. It's going to almost kill you a hundred times. It's going to cause you to want to blow your brains out. You're going to lose family, you're going to lose friends. You're going to be laughed at. You're going to get made fun of. You're going to be called an idiot. You're going to be mocked. You're like, you got to solve your.

[A]

Problems and everybody else's problems.

[B]

And, dude, it's just relentless. And not everybody's built for that.

[A]

Yeah, 997 sign up.

[B]

It's not yet, right? It's just not. It's just not for everybody, man.

[A]

Yeah, man. That's real, man. That's real.

[B]

It doesn't mean there's something wrong with them, though. The one thing I can't stand is these are like, oh, that guy. You're loser. How, How. How can you call someone a loser? Who's doing okay, who has a family, who loves their kids, who's taking care of, who's handling, who's setting a good example. They're taking care. There's lots of ways to win, bro. You don't have to be an entrepreneur. And that's one of the problems I have with the Internet, especially with all these liars that lie about being an entrepreneur. Okay?

[A]

Like, I think the takeaway for what I'm getting at, what I'm. What I'm getting is just know what you want and be honest about what you want.

[B]

If you want.

[A]

If that's all you want, that's cool. If that's really what you want.

[B]

Correct. And a lot of people, here's what they do, and this is what you also want to stay away from. They'll start off in life with these huge goals. I want to be this. I want to create this. I want to do this thing. And then they start trying to do it, and it's really fucking hard. And then they get to a point where, like, there is just, like, too much and they quit. And what happens is they start telling themselves this other story to justify their quitting that they tell everybody else. They say, well, you know what? I changed. And I don't really like material things, and I don't like business. And it's not all about money, and it never was. So why are you saying it now? Well, you're saying it now because you're pretending like you always intended to have this life you're living now, when in reality, you defaulted and failed on what you really wanted. And that's the most dangerous thing that people do. Because then they spend their entire lives being secretly bitter and happy because they were dishonest with themselves. When in reality, had they just kept going, they would have been where they wanted to go.

[A]

Yeah. You know, hell yeah, man. But, dude, that's a midweek. Pick me up, dog.

[B]

Yep, yep. Now I gotta go do another call. We gotta go.

[A]

Yeah, man. Well, guys. Andy, that's all I got.

[B]

All right, guys, we will see you tomorrow with cti. Don't be a hoe.

[A]

Share the show.

[B]

Yeah.

[A]

Went from sleeping on the floor now my jury box froze up Pole stove Counted millions in a cold Bad bitch.

[B]

Booted swole Got her own bank roll.

[A]

Can'T fold Just a no head shot case Close, close.