Callan Faulkner: You're Doing Work Your AI Should Be Doing

Summary

Podcast Summary: "You're Doing Work Your AI Should Be Doing"

The Amy Porterfield Show
Host: Amy Porterfield
Guest: Callan Faulkner, Founder of The Uncommon Business
Release Date: July 14, 2026

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Episode Overview

In this energizing and insight-packed episode, Amy Porterfield sits down with Callan Faulkner, a pioneer in leveraging AI for online business. The conversation explores how Callan achieved an extraordinary $19.5 million live launch using a boot camp model, the mindset and spiritual practices underpinning her success, and why entrepreneurs—especially women—must start delegating work to AI. From actionable frameworks to intimate stories about overcoming money blocks, this episode is both inspiring and practical for anyone seeking to scale their business with more ease, confidence, and technological leverage.

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Key Topics & Insights

The Power of Mindset & Spiritual Practice

• Callan’s Mindset on Winning, Losing, and Data

  • Callan views both successes and failures as valuable data for growth.

    "Losing is data." – Callan (07:01)

  • Her spiritual practice is foundational to decision-making.

    "Every single decision I make, I run it through my spiritual practices and my frameworks." – Callan (11:38)

• Spiritual Influences & Staying Aligned

  • Callan draws inspiration from works like The Big Leap, Joe Dispenza, and Kabbalah teachings.
  • She left a highly profitable real estate business to pursue what felt aligned—even when it seemed financially risky.

  "At the time, I thought shutting those businesses down was actually a financial sacrifice...It turned into something that was a hundred times more financially successful." – Callan (14:00)

Live Launch Breakdown: The $19.5 Million Boot Camp

• Boot Camp Model & Pricing

  • Boot camp started as a paid event ($47 or $97, with VIP at $297-397) rather than free, increasing both seriousness and conversion.

  • The core offer: A live-delivered, 12-week AI implementation program for $9,000, with an additional $1,500 per team member.

    "It's just a different caliber of person. The commitment that they make, it's crazy. The show up rates… 60%, 65%." – Callan (17:00)

• Conversion Rates

  • 7,500 attendees for the boot camp.

  • An unprecedented 14% conversion into the $9,000 program—a number that stunned Amy.

    "Most people did not get on a call...of a $9,000 program. That blows my mind." – Amy (18:39)

• Iterative Improvements and Data-Driven Decisions

  • Early launches had setbacks and zero sales, but Callan used feedback to make adjustments, ultimately resulting in exponential growth.

    "Everything I do, everything is data. So obviously, I did not hit the mark on the way that I said it... So I went back...and did it again the next week." – Callan (07:06; 07:38)

• Unreasonable Investments That Paid Off

  • Spent $400,000 on ads in the final 24 hours before the launch for maximum impact.

  • Total ad spend for this campaign: $1.1 million.

    "The last 24 hours, we spent about $400,000 on that." – Callan (25:25)

  • Relied heavily on proximity to experts and paid coaching to "collapse time" and integrate current best practices.

    "Why am I spending a hundred thousand dollars to sit with Alex Hormozi?...That's. I'm willing to pay to collapse time over and over again." – Callan (31:20)

Team Building, Leadership, and AI Integration

• AI as a Force Multiplier, Not a Job Eliminator

  • No one was laid off due to AI; instead, talented team members were elevated to more valuable work.

    "I have not let anyone go. We are elevating our people." – Callan (57:04; 57:40)

  • Team members are expected to automate 70% of their roles every 12 months.

    "Every human that works for me knows your job to continue to get promoted, to continue to work here, is to automate with AI employees 70% of your role every single 12 months." – Callan (56:57)

• The Concept of "AI Employees"

  • AI Employees = Skills or automations trained to own business processes or outcomes, freeing up human team members for higher-value work.

  • Example: Automated competitive trend-tracking on Instagram (55:20)

    "An AI employee is an AI...that owns a task or process in your business and does it as good or better than a human." – Callan (54:11)

• Brand Guardian/Marketing Workspace

  • The "Brand Guardian" (now "Marketing Workspace") is a Claude-based, AI-powered hub for centralizing brand knowledge and generating marketing assets efficiently.

  • Skills integrated: Content repurposing, landing page copywriting, Instagram content, etc.

    "We've trained AI on...the knowledge that a CMO or marketing director would need... It's like the brain." – Callan (50:16)

• Human Development Practices

  • Weekly "Human Performance" meetings foster transparency and emotional resilience.

  • Practice: After major milestones, team members reflect on limiting beliefs that are no longer true.

    "What beliefs did you have before the launch that are no longer true?" – Callan (40:59)

Gender, Delegation & AI Adoption

• Why Women Struggle to Delegate to AI

  • Many women hold a subconscious belief that worth comes from effort, not outcome.

  • There's often a reluctance to delegate (at work and at home), compounded by societal messages.

    "There is a lot of worth tied up in effort. There's also a very big lack of delegating in general, in the home, in their life. I'll just do it myself..." – Callan (59:08)

• Praise Gap in the Workplace

  • Women are praised 27% less than men for AI use at work, contributing to slower adoption.

  • Callan's advice: If your workplace doesn't reward AI-driven solutions, it may be time to move on.

    "You should be rewarded and promoted for your use of AI and your building, your solutioning around AI. And if that is not the atmosphere that someone's in, I highly recommend finding a different workplace." – Callan (62:14)

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Notable Quotes & Memorable Moments

• On Failure as Data

  “Losing is data. And the winning to me now is, how do I grow this?...I am not interested in scaling something if it means sacrificing my relationship...diet, nutrition, workouts.”
  — Callan (07:01; 09:17)

• On Aligning Business with Inner Purpose

  "What our soul is begging for doesn't on paper look like it's going to turn into the financial thing. But if you do follow that…It turned into something that was a hundred times more financially successful."
  — Callan (14:00)

• On Iteration and Mastery

  "So many people in our world deviate. Oh, I should see this...It's like you don't get good at something if you keep messing with it. So just keep doing the same thing."
  — Callan (20:01)

• On Paid Boot Camps

  "I'm very big on paid boot camps, and the conversions skyrocket."
  — Amy (18:02)

• On Investing in Coaching Even Before You're "Big"

  "If you want to go to eight figures, you have to be around people that are doing eight figures. Proximity."
  — Callan (33:03)

• On AI as Delegation

  "AI Is this perfect thing to delegate to... The outcome is what matters—not the effort."
  — Callan (61:00)

• On Confidence and Self-Perception

  "Confidence gets built by deciding who you are and acting like her. The woman who runs a multimillion dollar launch and the woman on the sidelines are the same woman making different decisions about what she's willing to do."
  — Amy (63:53)

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Timestamps for Key Segments

• Mindset, Failure as Data: 06:37–07:39, 09:17
• Spiritual Practices & Alignment: 11:10–14:29
• Bootcamp Launch Details: 14:33–18:39, 24:25–29:37
• Paid vs. Free Bootcamp & Conversions: 16:34–18:09
• Iterative Webinar Mastery: 20:01–22:51
• Ad Spend & Launch Economics: 25:25–26:41
• Proximity and Coaching: 31:20–34:46
• AI Integration and "Employees": 53:52–58:12
• Gender, Delegation, and AI: 58:28–62:31
• Brand Guardian/Marketing Workspace: 50:16–54:03
• Women & Worth: 59:08–61:30

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Action Steps & Takeaways

For Listeners:

• Reflect on Your Mindset: Ask yourself—what beliefs about money, employees, or growth might be limiting you? (47:00)
• Embrace AI Delegation: Identify at least one repetitive task in your business to automate using AI.
• Build Your "Brand Guardian": Block an hour to walk through brand questions and set up an AI-powered marketing workspace.
• Prioritize Proximity: Get in rooms with people playing a bigger game.
• Don’t DIY Everything: The outcome—not the visible effort—is what drives growth and freedom.

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Final Thoughts

Amy and Callan deliver both strategic clarity and a loving push to stop doing what AI could do better, start delegating ruthlessly, and realign your business to your soul and genius zone. The practical breakdown of live launches and candid conversation about worth, gender, and team culture make this a must-listen (or must-read) for ambitious entrepreneurs ready to scale with more ease, purpose, and technological superpowers.

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To get more from Callan, find her on Instagram (@CallanFaulkner) and watch for her forthcoming masterclasses. (62:59–63:10)

"You are not behind with AI, but now is your chance to get going." – Amy Porterfield

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Transcript

[A]

Before we dive in, quick story. I talked with a woman who runs a six figure coaching program. 60 happy members, great retention. But her sales had been slow for months. So she came to me ready to shorten the program, add a new tier, maybe rebrand the whole thing. And I begged her not to touch any of it because 60 happy returning clients tell me her offer is strong, it did not need fixing. But here's what happens to all of us when you are inside your own business every single day. The real reason things feel stuck is usually the one thing you cannot see because you're too close to it. So you start chasing the parts you can see. The program, the pricing, the brand. And none of those were ever the problem. If any of that sounds familiar, I want you to join a free live training I'm hosting very soon. It's for six figure and multi six figure female founders who can feel that something in their business is off but cannot quite put their finger on it yet. So during this training, I will show you why your revenue is not consistent and why it is almost never the thing you think it is. I'll walk you through the three places it tends to hide and help you start to see the one thing that you've been too close to to see on your own. So grab your seat right [e-mail] freetraining now let's jump into today's episode.

[B]

The first masterclass I ever did for AI. Yeah, I had about 200 people there and I pitched this 12 week AI course. It was April 2024 and no one bought it. It's not about you doing the work, it's about the outcome of the work. AI is this perfect thing to delegate to. You should be rewarded and promoted for your use of AI and your building, your solutioning around AI. We are a spiritual business. Every single decision I make, I run it through my spiritual practices and my frameworks. Every single one.

[A]

My guest today is a dear friend of mine. One of them goes, that one over there.

[B]

She's big money.

[A]

And it was my guest today. Her name is Amy Porterfield. Amy Porterfield, the ever amazing best selling author of two weeks notice.

[B]

Ms. Amy Porterville.

[A]

Three years ago, Callan Faulkner shut down a profitable real estate business. From the outside, everything was working from the inside. Her body was telling her something her brain hadn't caught up to yet. So she walked away. She sat down at her kitchen table in July of 2023, had a moment with Chatgpt and bet the rest of her career on AI. Three years later, she just ran a get ready for it. $19.5 million live launch via a bootcamp. So selling a 9K program three years into her business. And today, my friend Callan is on the show. She is the founder of the Uncommon Business and one of the leading voices in AI for entrepreneurs. Right now. She's helped thousands of businesses, from solopreneurs to nine figure companies, build AI systems that scale revenue without scaling headcount. And during her launch, she and I, we got to talk a few times. And. And what kept standing out the most for me wasn't just her strategies, but her mindset. That's where I want to start today. We're going to get into how her way of thinking absolutely contributed to the 19 million success and what she actually did in her launch. And the one AI build that every woman listening has to do by the end of the month. If you're watching on YouTube, hit subscribe. And if you're listening on your favorite podcast app, follow the show. Let's get into it. Well, Callan, welcome to the show.

[B]

Thank you so much for having me.

[A]

I'm so excited.

[B]

So excited.

[A]

19.5 million. What the hell? What the hell? Oh, my God.

[B]

We say what in the Sam hell? Oh, yes. Yes.

[A]

What in the Sam hell?

[B]

What in the Sam hell?

[A]

Kellen, I don't know any. Okay, I hate that I'm going to say this part. Female founder. Because I want to say I don't know anyone. But we. Yeah, we talked about this. Maybe her mosey. Yeah, yeah. Okay. But I don't know any female founder who has done anything close to that live launch. Yeah. With a boot camp.

[B]

I mean, the Amy Porterfield model.

[A]

Okay.

[B]

To a T. Okay.

[A]

Times one million. Well, one. Okay, wait. More than one million. Okay, timeout. First of all, I want to talk about the launch in my audience. They're going to want to know all the details. But before we go there, I got the privilege to talk to you a few times during the launch. It was so fun and we checked in and you. You kept me updated because I wanted to everything. And what I noticed was your mindset the whole time that launch went. For how long?

[B]

We. About, let's say, three weeks total from, like the start of Bootcamp. Two free masterclasses. And then.

[A]

Okay, so through that whole time, you were so even keel. You had the smile that you have right now, like, the whole time. What is your mindset, just in general, about winning, losing, getting into it, like, what was going on here? I want to know how your brain works.

[B]

So it's interesting. Nicole and I talk about this a lot. What is winning? And I think in what we're doing. I never expected this. I thought four and a half million was a stretch. I was nervous about four and a

[A]

half million because the last time you did what, 2.2. 2.2 to 19.2.

[B]

Yes. So the first launch was April 2024. 200. Then I did in the fall, 400. Then it was a million, then it was two. So naturally we're just doubling and doubling.

[A]

Sounds wild.

[B]

Oh, absolutely. I was like, that's gonna be a stretch. That's gonna push us. Yeah, obviously. Obviously things took a turn and we'll talk about what I think happened. I never set out to do in this time period this amount of money, amount of clients, ever. What I knew for certain is that over the course of my business, I had certainty that there is going to be money coming in, resources, abundance, opportunities. I just have always felt like I'm always an action taker. So the story that I come to when I think about winning and losing, the first masterclass I ever did for AI, I had about 200 people there and I pitched this 12 week AI course. It was April 2024 and no one bought it. No one was even interested.

[A]

Okay, I'm so glad you said this. Pause, pause, pause. Anyone listening? The $19.5 million woman just said her first masterclass. 200 people there and no one bought.

[B]

No one. Not even. No. They were just. They're like, oh, this is cool.

[A]

Okay, what did you think in that moment?

[B]

I was. I come from a sales background, so the first thing that comes. Everything is data to me.

[A]

Yeah.

[B]

So losing is data.

[A]

Okay. So there, there's the first mindset thing. Everything is data. Losing is data.

[B]

Yes. And I have to tell my team that too, especially. We'll talk about ads in a little bit. Everything's data. So obviously I did not hit the mark on the way that I said it, the way that I pitched the way. Maybe I taught too much. I have a tendency to do that. Maybe I gave away too much. Maybe they don't understand. So everything was data. So I went back to my desk. I was obviously devastated. And I don't think we should push the emotions away. It's rejection in that obviously I messed up. But I wanted to say, okay, what could I do? And I had a friend just, just say, why don't you just do it again next week?

[A]

Yes.

[B]

So I did it again the next Friday. I dropped the price in half.

[A]

Okay.

[B]

For the 12 week course. Because I was like, I think maybe the price is due. I don't know.

[A]

That's a normal thing for a first webinar.

[B]

Right? And I didn't even know, guys. This was my first 12 week course too. And it's a. It's chatgpt in 2024. Like I didn't even know what I was going to be teaching. I was like, let's just. So I dropped it to 4,000 from 7,000. So it wasn't exactly in half.

[A]

Okay, so right away that, that's high ticket. So you started with high ticket right from the get go. Okay, we're going to talk about that too.

[B]

In my past had been in the real estate investing world doing tech consulting for a real estate investor. So I had already kind of been doing little launches, little 50k launches, 100k launches for like little tiny courses. Like I did a course for helping them generate more leads and I did a course for helping them do texting. Like I had some understanding of pitching. Great. So I did it again the next week and the week later we had 50 people joining at $4,000.

[A]

What was different between the first week and second?

[B]

I pulled back, way back on the teaching. I did teaching, but it was all. I started, you know, the normal things. And I had ChatGPT analyze it. the time, it wasn't as great as it is now, but it was telling me, you know, hey, you need to shift their beliefs. So they don't even know what ChatGPT is. So you have to take them on a longer journey. I made the webinar a little bit longer. I made it two hours instead of 90 minutes. I started pitching a little bit earlier. Just some of the things, all the good stuff, all the stuff. I love to talk about all the things. And then.

[A]

Wow.

[B]

And then they. Yeah, and then it gave them a little bit more time. I gave them a 10 day open cartoon and yeah, 50 people. So then I. Then that was the first. That was May 2024 and I had the 200k month and I was beside myself.

[A]

You were rolling in it.

[B]

Oh my God. I had a. Have you read the Big Leap? I'm sure you have. They talk about the physical manifestation of going through the ceiling. I had a migraine for four days. I've never had a headache in my entire life. I had to go to the er. I was so. And I went to my acupuncturist. She was like, have you made a lot of money recently? I was like, yes, I actually have. She's like, yeah, this is you breaking through your ceiling. Your body's, like, having a physical reaction back to winning and losing. Everything is data. And the winning to me now is, how do I grow this? We'll talk, I'm sure, a lot about this in a sustainable way. I am not interested in scaling something if it means sacrificing my relationship, my friendships, my personal health, my. My diet and nutrition workouts. Like, I am not interested. And I have things that I do and people that I hire to support me, but right now, it's okay. That was amazing. In my opinion, my team was too stretched. I did not like that. Okay, so setting this next goal this fall is all about peace, like, sustainability. And so, yes, I think there was an element of winning that we just did.

[A]

Yes.

[B]

But it was. It still pushed. We people did not sleep as much as I wanted.

[A]

I can't even imagine. I can't even imagine.

[B]

Yes.

[A]

Tell me about your mindset beliefs. Like, first of all, who do you follow? Like. Cause I noticed this about you when I first got to meet you. I'm like, oh, I feel like you have a spiritual practice or something's going on.

[B]

Definitely.

[A]

Okay. What's going on there?

[B]

Definitely. I mean, I read all the things. The 10x is easier than 2x, obviously. We just talked about the big leap. Happy pocket full of money. Recently, I've been. One of my close friends is David Guillaume. So he's a spiritual coach. He practices Kabbalah, which is really wisdom of the ancient sages, laws of the universe. And I really. Joe Dispenza was huge during my divorce.

[A]

Okay. I was curious about that. Yeah, A lot of.

[B]

A lot of his meditations during my divorce, learning how to practice meditation.

[A]

So you take all of that very seriously.

[B]

I feel as though my business. I don't say it publicly, but we are a spiritual business.

[A]

Oh, tell me more. What do you mean by that?

[B]

So every single decision I make, I run it through my spiritual practices in my frameworks. Every single one.

[A]

Okay, like, give me an example of a framework.

[B]

Let's say someone. We noticed that a student was teaching AI and they were teaching our exact frameworks.

[A]

Okay, that's a good one.

[B]

Do. Happens to all of us.

[A]

Yes.

[B]

Do we take legal action against them, or do we chalk it up to understanding that the universe. Anytime something is built on frameworks that are not theirs, they already have a cracked vessel. There's already. There's misalignment there. And so universe is gonna take care of it. I think the universe is gonna take care of It.

[A]

I do too. I had someone fully rip off my digital course academy program, a student of mine, and we just let her go. Let her do it. And she is nowhere online anymore.

[B]

Yeah, it's just. It's. It karmically, there's just no way. And then my belief is I'll just create more stuff.

[A]

Right.

[B]

I'll create new stuff.

[A]

Yeah.

[B]

Because I know how to create. They have. They don't have that skill set yet. And maybe they can create that. I hope they do one day. Y. Um, I think sometimes in. In our world, there's a lot more stress and anxiety created because of some of these decisions. And we wonder why it's stressful. Why is it stressful? A lot of it is just our. The. The ways that we're thinking about things.

[A]

Yep. The story we tell ourselves.

[B]

Exactly.

[A]

Okay. So you. You have a pretty strong spiritual foundation, and you're running business decisions through it.

[B]

Yeah. And I mean, the biggest spiritual move. Well, I make a lot of spiritual moves, but one of the biggest was in 2024 when I started this business, the Uncommon Business. I was running a land investing business, and I was running a consulting business for real estate investors. And financially we were doing really well. I was making somewhere around a million bucks a year. Between the two, profit was around a half million.

[A]

Okay.

[B]

And to. In comparison to my friends and family.

[A]

Right.

[B]

You were killing it. Right. You're do. I'm doing great, you know, 30, 40k months. But I could feel in my body the resistance to going to the meetings, and I could feel I didn't want to be doing land investing, but I got into that because I thought that's how you made money. And that's what they tell you in the books. Oh, all the books are going to real estate, and they're all doing house flips. I'm like, oh, I should do land flips. But I knew that's not what my soul wanted.

[A]

Okay.

[B]

And at the time, I thought shutting those businesses down was actually a financial sacrifice.

[A]

I would think so.

[B]

To follow my passion.

[A]

Oh.

[B]

Which was the AI Education.

[A]

Okay. Got it.

[B]

That's what I wanted to do. And I think so many times what our soul is begging for doesn't on paper look like it's going to turn into the financial thing. But if you do follow that and you. I mean, I have a sales background and I love entrepreneurship, so obviously it was a little good cocktail there. It turned into something that was a hundred times more financially successful than.

[A]

Absolutely. I mean. Yes. And yes. Let's talk about that launch?

[B]

Yes.

[A]

You did a live launch?

[B]

I did.

[A]

It was a boot camp. Boot camp model.

[B]

Boot camp started. Yeah.

[A]

Your program was not. Is $9,000. Right. It's a 12 week program. You deliver it live. The reason I know all of this is we are in it and so are many of my team members. Like my whole team's in your program, which I love. And you do something interesting. I wanted to share that the program's $9,000, but when you bring a team member in, it's $1,500 extra per team member.

[B]

Yes.

[A]

You know that's not normal, right?

[B]

Oh, really?

[A]

Yeah. That business model, I've never seen it and. But you're. I. You're a baller. I love it. You're delivering it live. They are fully engaged with it. Because a lot of times what happens, Callan, whether we say it's okay or not, with digital courses, someone will buy it and just let anyone on their team be a part of it. Right. But one thing I like about paying for it is because we paid for it. It is mandatory that our, I want to say students, our team members go through it. Everyone is being tracked. We talk about it in a slack channel like it's become a whole company thing. That wouldn't have happened, I don't think, if we didn't pay for everyone to go through it.

[B]

That is so awesome.

[A]

So I like that a lot. Majorly.

[B]

Yeah.

[A]

So, okay, so talk to me first. Why did you choose the boot boot camp model?

[B]

That was Kinsey. So Kinsey is my best friend. She's now our coo. She was running marketing business. She was kind of a coach for coaches, helping with launches. So she has studied deeply your models, Russell's models, and she said, Amy does a boot camp, so we should do a boot camp. That's how. That's how easy it was. I'm like, I don't know what that means. I don't come from a marketing background. Sales is my thing. So I was like, girl, you're like, okay, I'll do whatever. We had only been doing free master classes, so I was like, oh, God, we're gonna introduce a paid thing. Are they going to pay for it? This isn't.

[A]

This wasn't your first boot camp though, right?

[B]

No, we have done. We did spring and then we did fall last year. This is our third.

[A]

Okay, great.

[B]

Yeah.

[A]

Why did you charge for your boot camp? Why wasn't it free? Because I have lots of opinions here. I do want my audience to hear this. You charged What?

[B]

So it was 47. Early bird 97 once. So we create a little urgency. I love having moments of urgency.

[A]

Okay.

[B]

So bonuses go away. Timer changes on when the. When the price changes. And then we had VIP tier at 297 or 397, which I thought was high.

[A]

Like, I like. I was like, oh. It kind of made me think I could go higher with vip.

[B]

Yeah.

[A]

I love seeing that.

[B]

Yeah.

[A]

So you charge for it versus free.

[B]

It's just a different caliber of person.

[A]

Right.

[B]

And the commitment that they make, it's crazy. The show up rates. Yes. I mean, it's 60%, 65% masterclasses. I'm lucky if it's 25%. And I love you masterclass people, but wow. You get a. I have some stories about what happens in the masterclass chat. Someone logged in as me and my name and started posting very inappropriate pictures in the chat. I've never heard of that. Unbelievable. And my team was having an absolute connection. And people are like, is that blank in the chat? And I'm like, okay, everyone, this is what happens when we do a free masterclass. There are some folks on here that clearly don't understand the rules. So I just. When I'm.

[A]

Damn.

[B]

And I give a lot away in the boot camp, too. So there's an element of. You want into this? This is just the boot camp alone. There has been stories of people getting $50,000 raises if they're in between jobs, moving, moving into things, paying their own money to get into. So I'm like, this is worth it. And also, I want people to commit you. I'm giving you something. You give me something.

[A]

Agree. Okay. Just wanted to make that known. I'm very big on paid boot camps, and the conversions skyrocket.

[B]

Oh, yeah.

[A]

Yeah. So that's.

[B]

We can talk about conversions if you want.

[A]

Oh, please. Okay.

[B]

So should we do that before we go?

[A]

Yes.

[B]

So the bootcamp conversion, we had 7,500 people join the bootcamp. 14% conversion into the $9,000.

[A]

$9,000 program. And I want to be clear, because I remember asking this. You did do sales calls. They were your team. Right.

[B]

You were the enrollment specialist that we hired one month ago.

[A]

Okay, got it. So we. Yeah, that was last minute. People could get on a call, but many people bought without.

[B]

The most people did not get on

[A]

a call of a $9,000 program. That blows my mind. Because that. You just expanded my mind for sure.

[B]

It's because of the trust and the excitement that was created the entire time.

[A]

Right.

[B]

They're salivating and they become. I want it to feel like a drug when they start getting in there and they start and I break a little of the rules. Like I do a little bit of teaching. I'm sorry. But I also. People don't know. They don't know what I'm even talking about.

[A]

Totally. I teach in my boot camps. Yeah.

[B]

Yeah. So great.

[A]

Yeah.

[B]

There has been some folks that have been like, don't teach. Just shift beliefs. I think both are important.

[A]

I do too.

[B]

Every time I teach, I reiterate what I just did and what they. What you thought before. You do that really well and what is happening now. And then I drop a lot of Easter eggs throughout the whole thing. Obviously. That's so good of like what an AI powered company is. And you know, AI committed founder. And you, you know, you have to go through it too, not just your team. And then now they're like, oh my God, now I need to commit. And then that gets them, oh, I gotta get my whole team through it. And so it's just I'm seeding the whole thing. But they are addicted. They are addicted. By the time they end the bootcamp, they're like, I can't get enough of this.

[A]

That's why I love boot camps. I'm a huge fan. Why do you think this launch was so huge?

[B]

I think we have stayed so focused doing the same thing over and over again. This is our.

[A]

Just stop. You're just like, speak in my language.

[B]

This is like practicing what you preach. Truly. It's. So many people in our world deviate. Oh, I should see this. Or I see you doing something or someone else doing something. Oh, I should do this. It's like you don't get good at something if you keep messing with it. So just keep doing the same thing. And the thing that's really helpful right now is historically people didn't even know what Claude was. So I had to spend so much time getting people up to speed on what AI is. Obviously now we're in a place of. Most people are kind of using it every day. So I had A, that working for me. So my timing was great.

[A]

Great, divine timing.

[B]

We had divine timing. B is we have been spending so much time and money on ads and organic outside of launch season.

[A]

Oh, tell me more.

[B]

So we ended our last launch in about. In January. Ish. So we did a 12 week course in the fall. We ended in January. Immediately we went into marketing. Superhuman work, which is our first core. That's our recorded evergreen. That course is around $1500. That's the four hour. It's the prereq for a 2A.

[A]

Got it.

[B]

We market that. And we were spending about 200k a month on ads. Wow. For two free masterclasses every month. Jan, Feb, March, April, and not May, because that was the launch. So we started getting our reps in of what language was working, what wasn't working, and even just. I don't know anything about meta, but I think there's some elements of just getting that spend for sure. You know, them understanding, like, we're not messing around. We're getting results here. And then even just me. Like, I. I have been doing this now, let's just say the webinar masterclass thing for about four years.

[A]

Okay.

[B]

I think now finally, I'm starting to get it a little bit. Like, a little bit.

[A]

You're killing me right now. Because I recorded solo episodes before you came here to the studio, and one of them was all about. Ava. Can tell you this because we worked on the script today all about putting in the reps and doing. And I used webinar. Doing a webinar over and over and

[B]

over again, Even for two people. Three people. If your grandma and your aunt come.

[A]

Yes.

[B]

Who cares? Because you're just. I mean, Nicole can even tell you we've been together for a year and a half. And even seeing my. My voice is different, you know, looking. I'm listening. I need to redo my voicemail. I don't know if anyone ever redoes their voicemail, but I. I called myself because I couldn't find my phone, and I'm like. I just sound. You know, you're just. You just aren't as confident. You don't really know what you're saying. You don't know how to handle, like, you know, I used to get objections in the chat, and I. I still am guilty of this. I try not to anymore. Watch the chat now. We kind of turn the chat off mostly. But even people would say, like, stop selling me, and I would get offended. And now I learned, you know, I love being sold to when it's something that's gonna help me. Clearly, I can't help you. So if you'd like to leave, it's perfectly fine.

[A]

Yes.

[B]

So just having that level of confidence. So I think that's also played into it a lot.

[A]

I noticed so much confidence in you, and I. One, I think you're a confident woman, just in general. Thank you. Yes. I love that about you. But two, I notice so much confidence. And to me, you have a baby Business. That's crazy to say. I know.

[B]

But, yes.

[A]

You didn't start that long ago in. In this world.

[B]

No.

[A]

To see that level of confidence, I'm like, that's why I wanted to ask about your mindset and your spiritual practice, because I'm like, a lot of the women I work with don't have that yet. They will have it, but you have it so early. What? What's that?

[B]

I think I was born into a home with parents that always told me I could be whatever I wanted to be. And they got me. And I tell Nicole all the time, whatever lesson I was in, rollerblading lessons, skiing lessons. I seriously had rollerblading lessons.

[A]

Will you send me a picture of that one?

[B]

I absolutely will. I had fishing lessons, and I think there's an element of me just kind of being like a B at everything that I was like, I can jump into any game, anything. I played college soccer. I became a captain as a freshman, and it was so unexpected because I was just being me, but I was just being the talker, the communicator. I think there's a natural leadership ability that I had. And so right away, I was like, oh, okay. They see me. They see me. So I think having evidence of people seeing me, I feel so blessed and lucky that I've had that in my life. And I know a lot of women have not felt, seen, felt like they have been heard. And I hate to say AI is great for this, but I do think. And there's an exercise I run people through in week zero, which is those 25 questions, and part of it is for AI to see you in the light and the things that you have done, the things you've created, and be able to give you that mirroring and that feedback, because it may be the first time you've ever heard someone or something say, wow, you're incredible.

[A]

Yes.

[B]

And I've heard that a lot in my life. But I think that in any way, even if calling your friends and being like, why do you like me?

[A]

I love that, too. I actually had a friend say, I'm having a really hard time. My therapist said to reach out to my closest friends and just tell me why you love me.

[B]

Perfect.

[A]

I loved that so much.

[B]

Send me a voice note. Why do you love me? I'm having a hard day, because sometimes seeing is believing and hearing is believing. So the confidence has been. Yeah, I feel really lucky.

[A]

So we're in the launch. What do you think was the most unreasonable thing you did in the launch that you would do again.

[B]

The last 24 hours, we spent about $400,000 on that. What?

[A]

Wait, the last 24 hours of your launch, you spent $400,000 in ads? Okay. How did you make that decision? What, did you spend them? What kind of ads?

[B]

Obviously, our girl, Ashley Brock is my

[A]

ads coach, who is literally here today.

[B]

When we were first, we were just talking. We're like, what are the chances? It's the same day. So funny. So she was. She's like. She has a whole secret sauce to this. So she was coaching me on her exact secret sauce. But the whole idea is that's when people are gonna be the most hungry. Cause it starts tomorrow. It starts tomorrow.

[A]

Oh. To the boot camp.

[B]

Yeah. Sorry.

[A]

Thank you.

[B]

To the boot camp. To the boot camp. Yes. So the 24 hours before the bootcamp, especially the morning of, I recorded a bunch of ads that is like, guys, tomorrow I am starting the bootcamp, and we'll talk about the messaging for the bootcamp that I shifted. And then the morning of, I recorded a bunch of ads. It's like, today's the day. It might have even started. I'm not exactly sure when this ad starting, but I am starting my AI employee bootcamp today at 11am central. Do not miss it. You know, doors are going to be closing, that kind of thing. And people are interested because they know what's happening today. I think when we first started. This is really important. When we first started ads for the bootcamp, it was about a month out.

[A]

Okay.

[B]

And the numbers were terrible.

[A]

I was going to say that's really early for boot camp.

[B]

Terrible. Three weeks out, still pretty terrible. And it was because our messaging was wrong.

[A]

Oh, okay.

[B]

So we put hotjar on our landing page or any sort of clicking, you know, tracking. And we could just see they were. They were bouncing right after. They would. They would read the first piece. They would read the first paragraph, and they were. They were out. So obviously, there's a million factors to that, but part of the. Part of it was our entire team is always so in sync. Organics, in sync with paid, in sync with the copywriters, in sync with the designers. And I looked at it one shot, and I had just come off of a retreat with Ashley, Barbara, Steph, and Macy. We were in Costa Rica. And I cannot explain how powerful it is to be in the room with your ideal client.

[A]

Yes.

[B]

Talking about your thing for eight hours straight. I got to teach them AI and just pepper them with questions for eight hours. And I started to pick up on the things I would Just riff. And they'd be like, oh, my gosh. What you just said. Yes. And so I started to realize the things that made them so excited. One of the things was the. The AI powered org chart that I showed them.

[A]

Yes.

[B]

So that was something we had internally of our org chart, and it showed the humans, and it showed the AIs that work for each human, and that was like, a spark that lit in them. They were like, oh, my gosh, now I get it. So I immediately started recording ads. Thank God Ashley was sitting there. She's like, you need to record this exact ad right now. So I would. I showed the AI powered org chart, and I showed, like, we have, you know, 30 humans, and we have 150 AI employees. That was our number one ad.

[A]

Really rushed.

[B]

And then we changed the entire landing page. I'm so sorry. To our copywriter, Nick. Public apology to you. 55 changes to that landing page. Sorry, sorry. Sorry about that.

[A]

Okay. But I love that. Tons of changes in the moment.

[B]

100%.

[A]

Okay.

[B]

Everything. Some based on data and some just based on intuition of what was working. But then we said, this is not. Because it was called. It's called the Effortless business boot camp. We'll probably change that, because that's not really. Nothing's really effortless. I just started calling it the AI Employee Bootcamp, and that's when it started to change. When people were like, they started to understand, oh, I'm getting an AI employee. And then day two, we gave them two AI employees that they got to hire and get.

[A]

Brilliant.

[B]

And that was this thing of like, oh, now we can start to see the return. And I keep forgetting, like, the Bootcamp is a program.

[A]

It's a program.

[B]

You know, I don't think. I wasn't thinking of it like that. Yes. And then suddenly it's like, we need to show the ROI of the program. And it's like, oh, I get it. So then suddenly, the value of it just became through the roof and then starting more. That language of, like, I'm showing you under the hood of my business. At the time, it was a $4 million business. Last year.

[A]

Little did you know.

[B]

Little did I know. And that changed everything.

[A]

That changed everything. So I'm hearing that when you got in the room with people that were your ideal audience, you got to talk to them, pitch and catch with them,

[B]

teach them, teach them. I wasn't asking for money.

[A]

You weren't asking for anything. And so you use that as a learning. And then you went with your gut and data to Change that page until you got it right. Because what you could have done is said, you guys, three weeks out, this isn't working. This, this launch isn't going to work. We're screwed.

[B]

Yeah, no, no, no.

[A]

Right. That happens a lot. So. No, don't do that. See, you don't even. That doesn't even enter you.

[B]

No. Because then you're in the team morale and then everyone's like, I have to work so hard on this.

[A]

And that's good leadership right there. I just saw a real glimpse of you. Like that was genuine.

[B]

I love that.

[A]

Okay, we talk about unreasonable. So what would you spent the money?

[B]

Yes. Tons. Yes. And obviously that's not done flagrantly. Like, we've been watching the numbers, watching the data, getting paid, coaching. And this is interesting. People always tell me, they're like, well, why do you have coaches? If you could just have AI?

[A]

Okay, this is a great question to an AI expert who spends money on coaching. Oh, okay. Answer that question.

[B]

Million dollars. Why?

[A]

Okay, you just said probably a million dollars on coaching. Yes. So, Callan, if you are that good at AI, why are you paying a coach?

[B]

Because AI is only as good data and the frameworks that you give it. So when I go into Claude right now, the first thing that Claude's going to start rendering is Wikipedia. Why? Because that's what's showing up on Google. It's just going out to Google. Basically, it's just a search engine.

[A]

Yes.

[B]

So if I want to know what is working right now in ads, does Google know what's working right now in ads? Or does Ashley Brock know who's working with hundreds of coaches, content creators, I mean, businesses across the world in real time and has all the data real time. Who would I rather? Who would I? So let's just say I pay her 30 to $100,000, whatever, and she gives me the exact frameworks that are working right now that no one else knows. What is that going to do to my roas? It's going to kill it. Yes. So if I'm spending, which we spent 1.1 million in ads, I'm not going to chalk it up to a Google search to tell me what's working right now. Yes. Same thing with why am I spending a hundred thousand dollars to sit with Alex Hormozi in two weeks for one day? Because if he gives me one sentence, he's already seen education companies, he's seen them fail, he's seen them do well. He is going to know in my 10x opportunity is team transformation this is the offer that we haven't quite nailed yet of how do I get this team in? How do we support the team? I need to train a team of advisors that support the team through and through, getting the leader information. He's going to know in an instant what's worked and what hasn't worked. And so that's. I'm willing to pay to collapse time over and over again. So Ashley collapsed time for me. Hormozi's gonna collapse time. You collapse time for me. And that is what we pay for.

[A]

Okay. Did you pay for that stuff before you made millions?

[B]

Oh, yeah. The story I tell is what I

[A]

want people to hear.

[B]

So here in Nashville is my OG mentor, Taylor Welch. He lives here. So he was running a group and still does. It's called Chamber. And originally it was coaches consultants that want to scale from seven to eight figures. And at the time, I was running my consulting business for real estate investors. And I had about $25,000 in the checking account, and his program was 15k up front and $1,500 a month.

[A]

Okay.

[B]

And I had been following his content. And he. His not even him. His brother was a sales rep at the time. He's like, if you want to go to eight figures, you have to be around people that are doing eight figures. If you want to.

[A]

I agree.

[B]

Proximity. You have to have proximity, and you have to be soaking up their knowledge. Do you want to have a Rolodex? People that are all on that path, you have to get in the room. So I was so scared. I still remember walking into the US bank and I was, like, shaking, like, writing my wire for $15,000. I'm like, I don't even know exactly what I'm getting.

[A]

Totally.

[B]

I don't even know what this is. I just know I have to have proximity to Taylor, who's already done it. He's already scaled to however many multiple eight figures. I want to have proximity to him.

[A]

Yes.

[B]

And so I did it. And that is where I met. I keep listing him off my coo Kinsey best friend.

[A]

No way.

[B]

Yes. She was the one that was running the marketing business. So we met in Franklin three and a half years ago, right down the road. Stephanie, who is my best friend, she's running Mult. She's a phenomenal money identity and runs like five different chiropractic clinics. Multimillionaire Lex, who is my director of operations now, she shut down her ops agency.

[A]

You met them in that experience, everybody that's also big, like, people forget you Might be meeting your next team member.

[B]

My current cfo, everyone. Like, no. My current attorney in that group.

[A]

What?

[B]

Yes.

[A]

Okay.

[B]

Yes. And then obviously, just learning. I didn't even know what funnel was when I started, so.

[A]

Okay, so you were learning from scratch. Like, yeah, get in the room. That is so big.

[B]

Yes. And then along the way, always making that. And again, people, they're so funny. What's the ROI of your program? And I tell that story. I'm like, this is the thing. You just have no idea. It could be one relationship. One relationship. And it might not even be the content. And I, true, obviously think it will be the content.

[A]

One idea.

[B]

Yes. One sentence that I say could change the trajectory of Totally agree.

[A]

But you have to be open to it and be looking for it and not be like, if this doesn't happen by this date, then this didn't work. Work. That. The.

[B]

Well, that's the whole thing, and that's this. People ask me, like, oh, my God, did you know you were gonna make, you know, this year? Really? I think.

[A]

Yeah. Where do you think you'll end? Say it.

[B]

I. I think. I think we can do 50.

[A]

I think we could do. Helen.

[B]

I mean, don't you doubt we could do, like, 25?

[A]

You told me 25. And now it's like, well, your launch almost did 25.

[B]

So I. I think we really can. And we have a couple. Couple offers up, like, a couple new things up our sleeve for fall. So I think we can do 50, I think. But again, I'm not willing to do it if it's going to put the team under strain. So that's the biggest thing, and that's where you're focused right now, is 20 million with peace. Like, that is our fall goal. Like, as a team. That's what we've been saying.

[A]

I love it.

[B]

And I just know energetically, if we. And we are hiring, obviously, like crazy. But even the. Even hiring, like, we only. We just. We have a new director of HR. She starts June 1st. We're, like, building that team as fast as we can. We don't have a director of marketing. We do not have a director of marketing. And we did this entire launch with no marketing director. Yep.

[A]

Okay.

[B]

It was.

[A]

That's incredible.

[B]

Absolutely.

[A]

Are you sure you need one?

[B]

It would be great to have one now. We are looking for the absolute best of the best. I'm talking, like, who scaled Poppy? Who scaled Mud Water? Who scaled. And this is where a lot of the investment now is. I'm prepared, and I already, you know, some of our key leaders. I could not afford them when I hired them. That was a huge. That's another reason why I think we have done this is so many people are so scared to hire people. When I hired Kinsey, I was doing a million dollars a year and she was making a million plus in her business. Why in the world would she come over to shut down? Well, I had to pay her a nice base salary that I was not prepared for.

[A]

Okay, so you stretch yourself there.

[B]

Very stretched.

[A]

But then why else did she come over?

[B]

She saw that her vision could fit in my vision.

[A]

And I think she saw that you were the right leader. Do you agree?

[B]

Like you.

[A]

You exude that. And I think. I don't think you have to be born with that. And I also don't think that you have to be parents that believe in. No, no. I love that you had that. But I definitely think you have to be very intentional about it.

[B]

Yes, yes. I think she saw my. And my. My genuine desire and love for being on Zoom teaching. Yes. That was one thing that you do shine there. I love it. I could do it. And that was another thing. Why do I think we did 19.5? I calculated all the live hours on Zoom.

[A]

How many.

[B]

What do you think you are on live?

[A]

A lot. So I'm gonna say, like, all the live hours on Zoom for the three weeks. Oh, God, I don't even know. I'm gonna so go under like, 50.

[B]

I have no idea. Yeah, yeah, 40 hours.

[A]

Okay, 40 hours. I was going way big because I thought you were gonna say 100.

[B]

Honestly, this next one, though, I. I mean, we could have done more, but 40 hours of insane teaching, coaching, sharing screen, and I would. And yes, of course my voice would, like, get a little tired, but, like, my soul was not tired.

[A]

Did you cry one time during the launch? Sad tears or stressed out tears? No, they were all happy.

[B]

No. All happy? No, no. I felt there were a few moments. So when I panic called you.

[A]

Yeah. That was fun.

[B]

That was like the. The one morning where I was really anxious. So the story there is I saw the number started to creep and we got our goal. Our stretch goal was 500 businesses and we hit 1,000 businesses that had joined. Even in my mind, I'm like, you can't even comprehend it. It's so hard to comprehend. So I panic called you at like 7am and I was like, okay, I think you've had this happen to you where there's more than you originally anticipated. And you're like, you need to get coaches in immediately. And you so graciously gave me the playbook. And we did exactly that. You got like right on it immediately. We hired 10 of our students that were in our upper echelon Mastermin. All of them either are doing like AI consulting on the side or running their own AI consulting businesses, which is just such a dream. And they are effing killing it. Really killing it.

[A]

You didn't have them in place when the launch started. So that's another thing I've been teaching some of my students. Like we gotta make decisions. We can't. Move, move, move.

[B]

Yes. And so many things can happen. I mean, even today I was talking with a friend, she's like, I just, I feel so sad, scared, like about this. I'm like, I can make that happen in two weeks.

[A]

Thank you.

[B]

Yes, anything is possible.

[A]

Anything is possible.

[B]

Two weeks. Do you remember Extreme Makeover Home Edition?

[A]

Yes.

[B]

They would do the whole thing in a week or maybe two weeks. They go on vacation. The whole thing would be. I think about that all the time. I'm like, if they can build a house and design it and make it

[A]

special in one week, we can find some coaches. Do you think?

[B]

Yes, you can. It's again goes back to what do you believe?

[A]

Yes.

[B]

That is a big thing that I preach. And we actually, the morning after launch ended. Nicole runs our human performance program. So every Monday we meet as a team and she runs us through.

[A]

What does that mean? So you guys can't see, but beautiful Nicole is right there. I already love her and I just met her.

[B]

I know.

[A]

And so what does that mean? Human performance team.

[B]

Yeah. So the human performance program was created because of this idea that I want to grow everyone as a human as we grow the business and if the humans. So there's another spiritual belief that I have that the person on our team that holds the lowest frequency, so the frequency is the emotions that that human holds. And obviously there's things that happen in life that create like little dips in your frequency. Like I got in a car wreck, some rear ended you, you're a little anxious. Whatever. I'm talking about the longer term, low frequency of holding. Shame, guilt, fear, anger. That frequency affects the frequency of the whole business. So the business is an energy field in itself.

[A]

Yes.

[B]

And so part of it is making sure that my team is getting the resources that they need and the exercises that they need so that we don't stay in those low frequencies.

[A]

So good.

[B]

So if I can get my team to start journaling, to start talking. And it also Is a culture thing to be speaking, you know, in front of people about, like, what was your biggest regret of last year? It's like, it does create culture because we aren't in the same space.

[A]

Totally.

[B]

But the exercise she ran us through was, what beliefs did you have before the launch that are no longer true?

[A]

Ooh, that's good.

[B]

And it was a whole idea of, we all have these beliefs that we think are so true. Like, I would have bet my entire life there was no way we would have done 19 million.

[A]

Okay, wait, this is big. So it's not like you totally believed you were going to hit 19, so you did.

[B]

No, I knew that we were. This business is going to do 100 million sometime in the next 20 years.

[A]

Okay, well, a little closer than that.

[B]

I still was like, that's gonna be a stretch. But I believed in my core I'm worthy of that. I deserve that. I'm a leader that can handle that. That's the work that I've been doing. I just didn't have a timeline.

[A]

Yes.

[B]

So I knew in my heart, like, that's always been something that I'm, like, I'm capable of it. And also, the bigger thing is I knew what to do with the money when it came in.

[A]

Oh, what do you mean by that?

[B]

So I hired a firm about a year and a half ago. So in April 2024, I had 150k tax bill that I was not prepared for.

[A]

I've been there.

[B]

It's scary. I completely avoided taxes all year. And financial stuff was. Is. I would not look at my bank account. Hated it. Hated taxes.

[A]

Never would I have guessed that of you.

[B]

Yes.

[A]

Okay.

[B]

Hate a lot of money. Scarcity. It's in my family. Oh, yeah.

[A]

Oh, you're surprising me now.

[B]

Yes.

[A]

Okay.

[B]

So it's in my family. I always feel like I never had enough. My dad tells the story of my grandpa. He, like, went in. I never got to meet him, but he went into the bank and got a loan, came out and was like, showing my dad the money and was like, this is ours now. And my dad was like, but is it? Or is it the banks? And, like. And then he would kind of misuse it, mismanage it. I'm not sure if he ever actually filed for bankruptcy, but there was a lot of negative emotion around money. It went down to my dad. My dad was very honest with me as a kid of, like, this is gonna come up for you. And just be aware of it, like, you do have enough, but it might be past you. So I knew it was happening, and I just. I was like, I'm not okay with this. I don't want to have this. So I'm an action person. Nicole will tell you, like, if someone's like, hey, you should email her. It's like, I'm like, I already did it. It's already emailed, it's already done. The action's already taken. Because if I don't do it right now, I won't do it. Yes, I hear you. So after I sent the tax bill, I was like, I don't ever want to feel like this again. So I hired this firm. They were 1500 bucks at the month, at the time, which, again, was a lot for me back in 2024. And they were tax strategy firm. And they were like, the rich don't pay taxes because they know all the rules. And again, I'm like, collapsing time and just knowing what I don't know. So I hired them. Then I bumped them up early last year to 5k a month. And I was like, I will do whatever it takes to know where this money's going to go. And they're like, what do you mean? I'm like, well, I don't know how much we're going to make, but let's just assume. Let's just assume this year that we'll have 10 million in profit. Like, where would that go? That was a stretch. Where would that go? So they were walking, they were teaching me. They're like, well, we're gonna put this much in a high yield savings. We'll put this much back in the business, and then we'll talk to you about tax strategy, stuff like construction equipment and this and that. Love it. And so I was like, let's just set up the high yield savings now. And they were like, okay. So I already had the Charles Schwab account open. I already had the tax strategy.

[A]

Things almost moving, almost acting as if.

[B]

Correct. Okay, act as if. And that was. That's part of it. So when. So there. David Guillaume runs people through an exercise in his Limitless Abundance program, which is all about making, manifesting money. And he has them do an exercise where you write down the first thing that comes to your mind when I say the word money. Money is so, like, what would you say? Money is energy.

[A]

Perfect.

[B]

Some people say money is frustrating. Money is scary. Money is hard to manage. So one of my favorite spiritual concepts that David talks about, he's like, I do not care what is on your vision board. What I care about is what's on Your subconscious vision board. And so when I do these activities, I'm retraining my subconscious to believe, truly believe, that money is easy to manage. Money is easy. Money comes easily and freely to me. And I actually have the proof of that in my life. Because I'm setting these things up. I have the knowledge. I'm ready. I feel poised. I don't know if it's going to be 10 years from now or two years from now, but people ask, why am I not making it? There is something that you believe to be true that is blocking it from coming in. So another one would be employees are. So what would you say employees are. This is good. This is good.

[A]

First thing I was gonna say hard.

[B]

Okay.

[A]

Yeah.

[B]

Okay.

[A]

Because I feel really responsible for them.

[B]

Yeah. Yeah. So this is an area where there might be subconscious.

[A]

I think so, too.

[B]

Blocks.

[A]

I worry about them a lot.

[B]

Right.

[A]

I worry. Do they feel like they're getting paid enough? Do they feel supported? What if someone quits? So you have something there might. I really want you to point that out.

[B]

I know. This is fun, isn't this. I love turning the tables. But this is the thing where I think of it like, Universe is trying to get this. This thing to you, but it's going to require you to have 50 employees.

[A]

Oh, geez.

[B]

Right?

[A]

That's a lot.

[B]

So right away you're like, there's restriction.

[A]

Totally.

[B]

But there is a reality, there is a timeline where having 50 employees is easy. And so now it's you building this vision and creating a reality in your mind where AI is so amazing. Hey, Claude, talk to me. I feel like 50 employees is hard. Talk to me about someone who's had 50 employees and it's been really easy for them.

[A]

Oh, that's good.

[B]

And reframing this idea that employees aren't hard. I don't feel like employees are hard because I have Kinsey runs the business and I am the visionary. Truly. And that's where I want to be. I don't want to be doing one to ones because I'm not even good at it. I'm like, how you doing?

[A]

Same.

[B]

Do you want. Do you need something like. And I'll be like, they're like, I need this. Make sure you can have anything. He's like, you can't do that. That is illegal. You can't just be. I agree.

[A]

There's a reason that I only manage one person.

[B]

Exactly.

[A]

Or two, I guess. My EA as well.

[B]

Right. Right. So, yeah. So this is an exercise. Money is. Profit is. Employees are.

[A]

Whoa. That's a good exercise.

[B]

Yeah. Like, what are. And that's where we're going to start catching. Yeah. I have a live event in June for my higher level mastermind. And so we're going to do, like, what subconscious beliefs are blocking the. The next level is one of the second.

[A]

That's so cool. And that's part of your culture. That's where Nicole plays a part in.

[B]

Exactly. Exactly. Yeah. So she's always trying to catch. That's the other thing, too. Whatever your employee believes is the limit will start to become the limit in every area. So if my employees think that employees are hard, those departments aren't going to grow. So now we start to have these little mini vessels that are being created inside of this bigger vessel that we need to start taking care of and educating and supporting and bringing our spiritual gifts to. Yeah. Dang.

[A]

Well, obviously, I've got some work to do, so thanks.

[B]

No, are you kidding? We all have work to do. I still have so many subconscious. Yeah. Stuff.

[A]

It's a good exercise, though, because right when you said it, I was like, oh, damn. Oh, boy. I, like, felt it in my body before I said it. Yes.

[B]

No, that's the whole thing. We all have one. And that's the whole. You're never gonna be, you know, I guess, unless you're like Rick Rubin living in your palace. But I'm sure there's still something that Rick believes that he's still working through.

[A]

Yes.

[B]

That is still blocking something in his life. It could be around friendships, could be around, like, what he deserves.

[A]

So true.

[B]

Yeah.

[A]

I love that. I wanted you on the show to talk about your mindset. I wanted to know how you think, how your brain works. I wanted to know the work that you do to get you where you are. And I actually love that you shared. You've had money scarcity. Because I also. I made a story in my head like, oh, she's always never been afraid of money. Isn't it funny where when I see someone that's like, you. You're. You're in your. You're. You're on fire right now. So I just all assumed that was

[B]

now, like, even now. I mean, obviously we've had this money come in. I am recalibrating to what we can afford. What can we spend? Like, what do I deserve? Do I deserve a new car? But then, absolutely. I'm feeling guilty now. And this is. I haven't even told my team this, that, like, oh, I get to spend it, but they don't get to spend it.

[A]

Okay. So that stuff I remember, that has come up for me in the past. Absolutely, yes. So I had this feeling, I remember one of my big launches years ago. I had a great launch and I thought, oh, it's going to be taken away from me. It was the weirdest thing. Like, oh, that was a fluke. I had to work on that.

[B]

There's a little bit of that coming up too.

[A]

For sure. There has to be a little for you because that was a huge jump.

[B]

Well, now I'm getting a lot of people being like, well, AI is popular now, but next year it's not going to be as you know, those are often. Sorry. I love men. I love my guys so much. But usually it's like a man over 60 that's telling me that.

[A]

Totally.

[B]

But that just isn't really into AI. Yeah. And it's not any fault. He just doesn't exactly.

[A]

Yeah, he hasn't.

[B]

Yeah, he hasn't gotten the program yet. I'm like anyone, if they've come in the program and they're saying that to me, I see it. But now these are these new scarcity patterns that are being built.

[A]

Yeah.

[B]

And now I'm having to build a new vision that I, you know, need to.

[A]

Which is exciting.

[B]

Very.

[A]

Yeah. Talk to me about what a brand guardian is.

[B]

Yes.

[A]

And why my listener needs it.

[B]

Yes. Yes. So we have now shifted the name Brand Guardian, which RIP because that was the original name, to the marketing workspace.

[A]

Oh.

[B]

It's kind of sad because I really do love the name and the OGs will always remember Brand Guardian. So the Brand Guardian marketing workspace is a. It's a workspace where we've trained AI on a few different things. So number one, we've given it access to all of the knowledge that a CMO or marketing director would need to do their job. I think of the. The marketing workspace as like. It's like the brain. So there's the instructions. Were you on this week? Did you come to marketing?

[A]

No, I was in a live coaching. Don't call me out, you guys.

[B]

But what is going.

[A]

No, but which one did you teach?

[B]

So we taught. We taught this. The marketing workspace. Okay, good. So the marketing workspace is a Claude project. So it has the brain. So we brought in the homework was you have to build like the about us for the company and a couple other documents that are really going to fuel marketing.

[A]

Okay.

[B]

Then we set the custom instructions. So the custom instructions are, what is the role of this marketing workspace? What do you do? What do you create. Then we gave everyone these skills that we've used internally. So for example, I gave them our content atomizer skill, which is the skill that I have used, perfected and trained to take a transcript and turn it into Instagram carousel idea, story idea, real idea. It goes and finds all the contrarian thoughts, the quotes, the stories from these long form transcripts. And so many people come to me and they're like, I don't have transcripts, I don't have transcripts. I'm like, go for a walk with the dog and have Claude interview you. I did this on Sunday morning and I had Claude interview me. The five high impact questions to extract what I learned this week as an entrepreneur scaling a business.

[A]

Stop it.

[B]

And it pulled out all these amazing. Because you told me this last week. You're like, what I would give to have really documented the journey. Totally.

[A]

I wish so bad. I documented my journey. So you are.

[B]

Yes. And that I really took that to heart. So now I'm really outside. I mean, obviously in master classes and stuff, there's great content. So back to marketing workspace. So part of what I do every week as a, as the CEO founder is my job is to create great organic content in my voice.

[A]

Yes.

[B]

So there's two parts of marketing. There's obviously the uncommon business marketing, which is like, like sales page creation, email nurturing, lead magnet building. All of that is done in our workspace. And then the skills are what power each of the activities. Okay, so we have a skill that we've trained on Harmozi's best landing pages, your best, your best sales pages, our best sales pages, and all of our hotjar data. And in this cloud skill, it knows how to build a high converting sales page. For the uncommon business, we have another skill that is the uncommon business brand voice. So we start to stack sales together inside of this marketing workspace. Now we can get these tasks done. And as of right now, most of these things are done with a human touch. So the human will come in. Let's say we're building a new sales page for a lead magnet that we just created. We'll come in, explain the lead magnet and then use the, say sales page skill. Use the uncommon business brand voice and whip up the first copy of this sales page. And it usually gets about 70, 80% there. Human will tweet and then from there we can bring in the Instagram carousel copy skill. We could bring in the real script skill, we could bring in the SEO blog skill. And so now we can have these AI Employees that are really good at their job. And I cannot stress to you enough how highly they are trained.

[A]

That's what I think is so important. You do a great job with that. Two things. One, so your whole team can access this. Yep.

[B]

It's shared across our organization and it's owned by the marketing lead. Right now we don't have one, so Kinsey owns it. It really important. The governance. This is brand new. So every person on your team needs to know what workspace are they in charge of, if any.

[A]

Yes.

[B]

And what knowledge base articles are they responsible for keeping up to date.

[A]

Up to date. Okay.

[B]

Yes.

[A]

That's big. So Caitlin, my cmo, I know she's listening, so she's. She's all over that.

[B]

Yes.

[A]

One more question. I went before I joined the bootcamp. I actually didn't know what this was. So what is an AI employee? Yeah.

[B]

Yes. So an AI employee is an AI either. It could be a Claude skill. It could be a Claude code agent. We don't talk about those too much. And I'll talk about why we don't. That owns a task or process in your business and does it as good or better than a human.

[A]

Okay. And it's one task. So when you say you have 150 AI employees, that's essentially 150 tasks.

[B]

It could be more than one task. Okay. It could be own either a task, a process, or an outcome in the business. So for example, I have an AI employee that writes in Callan's voice. Is that one task? Kinda. But it's more of like she's like my copywriter.

[A]

Got it.

[B]

Now Nick is the human that's responsible for all copywriting. So he owns Callen's voice.

[A]

Got it.

[B]

He's responsible for working with me to get Callen's voice. Really good sheet. Still. AI is about 80% there, though when it comes to voice, there still needs to be human to take it the next 20%. But there's other tasks that don't require human or other AI employees that don't require human involvement. So here's an example. We used to have a person internally that was responsible for competitive tracking and trend spotting on Instagram.

[A]

Ooh, that's good.

[B]

What is happening in the AI niche? What hacks are they showing that are going viral? What are the. What are the things? So there's like a new trend that's like good, better, best with AI tools. So they'll be like copy and then I'll say bad, bad, good, better. So we used to have a person Doing that. Now we have a scheduled clawed task. It's a skill that runs and it's on a schedule. It's every Monday morning. And at first, that skill was. That started as a prompt. So it started as a prompt where the human was, like, testing it. She's like, oh, that's pretty good. Then she turned it into a skill. Then she was like, this skill is so good. It runs every time. I don't even have to change it. And it totally took, you know, four or five hours, four, you know, 10 iterations. Then we put it on a timer. Then it runs. Now it runs every Monday morning, and it goes out on Instagram and it looks at everything that's going, really going viral, and it provides us a report, it puts it in notion, and it slacks us when it's done.

[A]

So good.

[B]

And so that's an example of there are. It's not even really just tasks. There's like bodies of work that are getting done by humans that should not be being done by. By humans.

[A]

Okay, I like that. That should not be be done. Two questions with that. So when you were talking about that org chart, so it would be Nick, and then he'd have that copy one that's his AI employee listed underneath.

[B]

That's exactly right.

[A]

He has a team of AI employees.

[B]

Correct.

[A]

Okay, got it.

[B]

That used to be part of his job. And so Nick's job and every human that works for me knows your job to continue to get promoted, to continue to work here, is to automate with AI employees 70% of your role every single 12, every 12 months, every year.

[A]

That's what I was going to ask you because I thought you said someone else was running that data. And now AI is. Did that person lose a job?

[B]

No. I knew I have not let anyone go because I heard you say that

[A]

in the boot camp.

[B]

And I was actually listening to the founder of Duolingo. He's the. That's the language. That's.

[A]

Yeah. What was the story behind that in AI?

[B]

So he. He has not let one person go. He says, I'm doubling down. And this Gary Vee talks about this too. He's like, if I have a hundred incredible humans, do I let 50 of them go or do I get those 50 to start doing more powerful things?

[A]

Yes.

[B]

And just go faster.

[A]

I mean, so true. If they're an A player, they're staying 100%.

[B]

So now the. The whole thing, and this is where most people have it backwards, is we are elevating our people.

[A]

There you go.

[B]

I don't want Nick writing a sales page from scratch. What a waste of his time.

[A]

Yes.

[B]

I want him taking that last 20% and then thinking more about our ideal client going into our customer success and pulling the surveys from last week of what the biggest wins were so he knows. And going to the sales calls and reverse engineering what the biggest objections were of why they didn't buy. That's where I want him spent on his time. So then when he's building the sales page, he actually has the frame, and then he's loading that data into our AI employees. So then now everything starts to level up simultaneously.

[A]

That's what I love to hear. I mean, come on. And the women that are listening right now, that's that feel like they can't in afford a team. Well, yes, you can. Like in this way. Yes, you can.

[B]

Yeah.

[A]

And great employees make you money.

[B]

I want to talk to women directly about that.

[A]

I think talk about that because that's important.

[B]

Yeah. So I was just reading on Claude on the way over. One in three women still think AI is cheating.

[A]

Okay. This was actually my last question, so I'm really glad you brought that up. I was going to ask you, why do you think women are adopting AI slower than men? And what do they need to hear?

[B]

Yes. Do you want to go here? Do you want me? Do you want. Are you. Go, go, go. Okay. Okay, good. So I think there's a few things. Number one, I'm gonna call it more like masculine feminine energy. Because I think some women, like, I. I don't think it's cheating if I can build a sales proposal in three minutes and it's an A plus output.

[A]

Agreed.

[B]

I don't feel like that's cheating, but there are. That feminine energy. There is a lot of worth tied up in effort. There's also a very big lack of delegating in general, in the home, in their life. I'll just do it myself. I'll just do it myself. It's no problem. I'll just do it myself. And there's almost a pride in that, in its little bit toxic feminine of. Look how long it took me. Look how long it took me to prepare for this party and this dinner and be proud of me for how long it took and how much effort I put in. And so AI is flipping that on its head and saying, I'm actually frustrated by how much time this took you. And so as a leader, I'm now having to catch, I mean, everybody. But mostly our group is 80% women. Actually more than 85% women now of taking more time is not impressive. What is impressive is a phenomenal output. And so we have to start. And this is even in the home. When I was starting my business, I was talking to Nicole about, gosh, I feel like I never sacrificed my workouts, my eating healthy. It's because I hired a house manager immediately. When I started making, I think I was only profiting maybe 200k a year in the business, which at the time was. It was great. But could I afford $1,000 a month? It was a little bit of a stretch. Like, that's a nice car payment. But the time and the energy that she gave me back on prepping my meals and doing my laundry and making the house perfect so I could have girls nights. Like, this is the attitude I've always had, and this is the attitude that I want women to hear. It's not about you doing the work. It's about the outcome of the work. And then it's also about. We hear this all the time. Delegate and elevate. Delegate and elevate. AI Is this perfect thing to delegate to?

[A]

Yes.

[B]

And is it sticky, like when you're actually doing the training? Training? My personal voice Took 15 hours.

[A]

I was gonna say it takes forever.

[B]

Yeah. You're, like, getting it right and you're like, does anyone wanna throw their computer out the window? Of course. But then when it gets it, it's like, wow, now I'm elevated to my next version of the creative thinking and the problem solving and the relationship building, and it's prioritizing what you should be spending your time on. So. And then the other big issue, too, especially women that are working for others. Women are getting praised 27% less than men for using AI.

[A]

Whoa, I haven't heard that stat.

[B]

So there is some gender inequality. I just think in general, I'm not sure it didn't say what gender the managers were, but I could see a way just that inkling of, like, oh, you know, he got it done so quick, like, nice, but makes my stomach hurt. She used AI for it. Yeah. So I think there is an element that sometimes women can't control. And I do want to just, just highlight that if you feel like that's happening, that may not be the right workplace for you. And just making sure you're being. You should be. You should be rewarded and promoted for your use of AI and your building, your solutioning around AI. And if that is not the atmosphere that someone's in, I highly recommend finding a different workplace. Because the whole idea of AI is I want my people to be doing the things that light their soul on fire. Yes. And if they're not in that role, that's human mediocrity. And that's what I think AI is on the planet to get rid of, which I'm really excited.

[A]

I mean, what a perfect way to end. Just a little bold statement there.

[B]

I love it.

[A]

Oh, my goodness. Callan, thank you so much. I'm so grateful for our new friendship. I just am so in awe of you. I. And also, you're so much fun. So we're going into a weekend with a bunch of our peers and that's going to be so much fun. But last thing is, people are going to be like, how do I get into these programs? So they're not available now or are they?

[B]

We are. We are going to be releasing our next free masterclass. So. Okay, go to my Instagram, Callan Faulkner, C A L L A N and go to my link in bio.

[A]

Great.

[B]

Always the latest thing. Our next big 12 week program is going to be in the fall.

[A]

Perfect before we know it.

[B]

Yes. And I just have to say, for those of you that are out there, we really. I want to tell the story. So Amy so graciously allowed me to teach you AI a few weeks ago.

[A]

Oh my gosh.

[B]

And I was coming across one of my demos and the I was writing out, it said, roll, you are Amy Porterfield. And it is so surreal because you have influenced so much of our team and on behalf of all of us, like, we would not have done this without the work that you have done, the frameworks you've put together, the teaching you've done. And so just don't make me cry, Kellen.

[A]

That means the world to me. I get to be a tiny part of that.

[B]

Huge part of it. Huge part of it.

[A]

So thank you, my friend. I want you to hold on to two things from this conversation. The first is what Callan said about mindset. Confidence gets built by deciding who you are and acting like her. The woman who runs a multimillion dollar launch and the woman on the sidelines are the same woman making different decisions about what she's willing to do. The second is the brand Guardian block. One hour on your calendar this week. Walk through the questions Callan laid out and get to work. You are not behind with AI, but now is your chance to get going. If this episode resonated with you, share it with a friend who needs to hear it and subscribe on YouTube or follow on your favorite podcast app so you don't miss what's coming next. Talk to you soon.