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Wake up. Your competition is asleep. It's you against the world. And if you want to win, we need to get a few things straight. Your business is a mental war. Your success is a mental war. And making money is a game. And the game of money starts in your mind. This podcast exists to help you weaponize your brain through advanced marketing mindset and money concepts. To have what others don't, you need to know what others won't. Your future fortune awaits. Welcome to the War Plan Podcast. Hey, what's up, my friend? Welcome back to the War Plan Podcast. Today we're going to talk about four ancient principles that will make you money during horribly scary times. This is really true. If you want to make money, I want you to think about this. I didn't invent this stuff. I'm just reminding you of the truth of these things because we forget and with like, weird World War III stuff. And I ran and the markets and crypto goes up and down like it's an emotional roller coaster out there in the interwebs. And as a small business owner, it's like amplified by a hundred, right? Am I right? Am I right? Tell me. I'm. Look, people have no idea what it's like to be you. I know because I am you. But they don't know. The normies don't know. And that's okay. We don't need them to know. You know all the people that told you to get a real job and your high school guidance counselor. Oh, my God. Or I remember early in my business, people be like, oh, hey, Josh, you still doing that, that little window thing? Is you still doing your little window thing? It's like, yeah, we do 50,000 a week with my window thing. Oh, no, I'm just. Pride is bad. Pride comes before a fall. I'm just saying they don't get it. And then if you're doom scrolling and you have bad habits, if you're a conspiracy theorist, which I am one. So if we meet in real life, let's totally nerd out on that. But here's the thing. If you spend too much time just consuming all of the fear, really bad stuff happens. Like, you can't help yourself in any way. You can be aware, you can be informed, but still control the controllables. And these four kind of principles are really good opportunities and things for you to remember when there's a downturn, a setback or recession or fear or whatever. I mean, there's all kinds of investment quotes around this, this idea. But I don't hear A lot of people talk about it from a business perspective. You know, we know logically that from an investment perspective, we want to buy low and sell high. Or have you ever heard the quote, you know, you make the most money when there's blood in the streets? Sounds terrible, but the principle's true meaning when everyone's panicking, that's when all the rich people quadruple their net worth. Right? It's just the way it is. I remember after 9 11, I think it was after 9 11, it was a long time ago. The richest guy in our town, like one of the richest guys in our town, was a cardiologist. And I got to talk to him because his kids went to school with me. And I asked him, hey, what are you doing? You know, the stock market and all. And because I was interested in business at this point, I read Rich Dad, Poor Dad. When I was in high school, I would listen to Tony Robbins cassette tapes in my Chevy S10 while I deliver pizza when I was 18 and 19 years old. And. And then when I'm. When I was 20 years old. Let me, let me see. I was 19 years old when 911 happened. And I'm talking to this doctor, I'm like, what are you doing? Like, things are bad out there. And the way I asked him the question, I was framing it because I was anticipating a fearful response from this guy. Because my parents, who were blue collar, my dad who had worked for decades and just squirreled away money in a 401k, they panicked. And when this happened, they, like, sold off a bunch. They sold their mutual funds and stuff and went into cash and just took a bath. It was like, awful. And so on the one hand, I'm like, oh, yeah, I get it. Like, it's scary. It's crashing. Like, get what you can, right? Then I talked to this guy who had a 10,000 square foot house with a pool on it, inside of it. Excuse me, inside of it, on the lake. And he's balling out, and he was excited. It was crazy. I'm like, what are you doing if things are bad? He's like, oh, man, I'm buying. I can't get my hands on enough money right now. I'm buying everything. That's what he said. And my jaw dropped and I just kind of stared at him. He's like, I'm buying this. I'm buying rentals. I'm investing. I'm doing. I don't even remember everything he said. The point, though, is that the people that make all the gold they think different, right? They buy at the. At the. At the knees and sell at the shoulders. Like my friend Travis, the economic ninja told me, middle class people and small business owners, they have a buy at the shoulders, sell at the knees mentality. So, anyway, back to the four principles. Here's principle number one. Okay? It's called autophagy. Autophagy, it's a natural thing that happens in our body, but it also happens in the economy. And it's good. Not bad. It just hurts. It feels weird. When you go on a fast. Have you ever done a fast, like a water fast? Have you ever not eaten food for two or three days? The longest I went, I did this thing called the master cleanse. And this is again, like 20 years ago or something like that. I went 11 days without eating food. What? I did have these little drinks where you had cayenne pepper and lemon juice and then 2 tablespoons of organic grade B maple syrup. I know, it's weird. So there was a little bit of calories, but, like, really nothing. No solid food for 11 days. By the end of the 11 days, I had more energy than when I started. By day six or seven, I went to the gym and I ran six miles on a treadmill. I'm not a runner. Have you seen me? Okay, I ran for six miles. The only reason I stopped is because it fell. Freaked me out. I'm like, this isn't a thing I can do. Autophagy is when your body starts eating all the dead cells, all the damaged cells, and it can make you sick. And when you fast, you're hungry and you get stomach aches and. And you feel kind of lethargic. But then there's this break point where some of the toxins and stuff get flushed out of your system and you feel amazing. And the economy does the same thing. And what's in it for you is the fact that all of your competitors who are resting on their laurels, who are asleep at the wheel, it doesn't take much to send them into a tailspin. It's. They're not that many bad things away from bankruptcy. They don't understand frap. They don't understand how to think about business. They don't know. My heart breaks for them, by the way. Like, if you're a nice person, you'll tell them to listen to this. But, you know, anyway, I get. I digress. There's opportunity. Because the economy is going to kill all the weak links. A friend of mine, Nick, barely told me years ago, he said, josh pressure doesn't create cracks, it exposes them. Did you hear that? Did you hear what I just said? Pressure does not create cracks. It exposes them. That's what a downturn does. On the flip side, if you're paying attention, you have some creativity. If you stay positive, really, really, really, really good things are waiting for you. You can get louder while everyone gets quieter, right? You can make moves that will change your whole trajectory of your business for the better. There's opportunity everywhere when there's big swings and lots of fear. Okay? The second principle is resourcefulness. Most people think falsely that they need more resources that their problem right now, the suffering that they're experiencing right now is because of a lack of resources. And it's not. It's a lack of resourcefulness. And to the untrained eye, they wouldn't believe me when I said this. They would argue with me and fight with me. I would have fought with me, right? You couldn't have convinced Trailer Park Josh that I didn't need 50 grand real quick. All I need is 50 grand. Give me 50 grand. My trailer that I bought cost $52,000. I put a little bit down on it, and after living in it for years, I still owed, like, $48,000. And in my mind at that time, there was no way out. It was. It was. It was a death, life sentence. I was going to have that trailer forever. How could I possibly pay off $48,000? And if I would have had the option of someone giving me $50,000, that obviously that's the solution to my problem, right? No, it wasn't. I didn't understand how to be resourceful. I didn't know. I mean, none of us know anything until we learn it, right? So I'm not beating myself up. Thank God. I learned things and met people that spoke life into me, and I learned lessons and like, thank God, right? But my point is, for you, there might be some victimy areas of your life where you actually are believing the lie, that the reason things are messed up is because of some external factor, a lack of resources. It's not just money. You might think the reason I'm stuck is because of this government policy. That is the opposite mindset. The reason I'm stuck is because employees don't want to work. The reason I'm stuck is because of this new competitor. All of this stuff is you having a lack of resourcefulness. It's kind of like the give a man a fish, teach a man to fish. You know, if you focus on your own mindsets, skill sets, and network. How are you going to lose in the long run? It becomes unreasonable. You become inevitable. You might have setbacks. You might get a metaphorical flat tire on your success journey. Everybody does. The Bible says it rains on the just and the unjust alike. I get it. Bad things happen to good people sometimes, right? And good things happen to bad people sometimes. All of that's true. But the determining factor of your success is your mindsets, your skill sets, and your network. And the biggest mindset of all is having a mindset of resourcefulness. How do you make one plus one equal five? How do you take what's already in your hand and amplify it and multiply it? Right. This is available to all of us. You know, a good entrepreneur sees and doesn't see an apple. They see an Appletini that they can sell for $15, right? I don't think I would like an Appletini. But you see, the rookie way of looking at it is, I have an apple. Let me sell it for 50 cents. The professional, resourceful way to look at it is, I have an apple. It's full of seeds. Let me plant 10 apple trees. Then let me take the fruit of the apple and turn it into an appletini that I can sell for $15. And my cogs are only $3.50. Right? That's resourcefulness. And this is something you can develop and acquire as a skill. Are you getting this? Like, do you need to pull your car over? Are you washing dishes? Are you at the gym? Where do you listen to this podcast and have you left me a review for this podcast yet? Right. You know, the law of reciprocity says that if you're generous with your words and leave me a review, someone's going to come along and be generous with their words and leave you a review. Right? You sow and reap. You give and take. Back to the principles we had autophagy, we have resourcefulness. The third thing that really can ramp up when things are bad or people perceive that they're bad, or there's a recession or inflation or whatever is simplicity. This is an opportunity for you to simplify your life. You see, the orphan mindset person, the rookie business owner adds complexity when they get scared. The veteran entrepreneur reduces complexity when there's fear. You see the difference. You know, 20 years ago, I just made a YouTube video about this. But 20 something years ago, I saw a stack of flyers sitting on the checkout counter of a little store in Fenton, Michigan, and apparently the owners of the store Let some guy print these flyers with, you know, 1998 Microsoft Clip Art and like, he printed them on his home computer and like, and he just, like, sat him on the, on the counter and it was him advertising his service. Businesses, plural. Because I'm looking at this flyer, I'll never forget this. I should have took a picture. But it wasn't smart enough to think of it back then. It had almost 20 different services on it. It said things like window cleaning, lawn mowing, dog walking. Yes, it said that. And it had a gajillion other things. You know, everything you can imagine. And I kid you not, hand to God, it said babysitting. And this one flyer, this one guy, Bob's everything service was probably made. Highly likely was made by a guy named Bob, who's very good guy, as Donald Trump would say. He's a great guy, great guy. Okay? One of the best, actually. And Bob, because he's broke, thinks the way to get unbroke is to do everything. And during these times when the economy shifts the wrong direction or what you think is the wrong direction, it's an opportunity to simplify. If you want to multiply, you got to simplify, right? Complexity fails. Simplicity scales. Offer less services. Take a look at the menu, so to speak, of stuff that you sell, and cut the fat. There's probably things that people don't even want. They don't buy it anyway. Stop focusing on it. Maybe we could get rid of some equipment. There's so many benefits to simplification. If you have a service company, for one example, you know, the more stuff you do, the more. The more difficult it is to train someone to do all of that stuff. And when you do less stuff, we have less stuff to train the person on. There's a famous company in home services called Ned Stevens, and I don't know that much about them other than the fact that they got their kind of name to fame originally because they were doing over $50 million a year just doing one service, gutter cleaning. Can you believe that? Can you imagine doing 50 million a year, doing a million dollars a week just cleaning gutters? That's it. It's the only thing they did. I think they might do more now. It doesn't matter. The point is, is simplify, simplify. Create space to breathe, for God's sake. Focus on frap. Focus on profitability. Turn off all of your ads that you don't even know if they're working and get frappy with it. Create space and oxygen, right? Reduce your services like fire the Two employees that you've been thinking about firing for three months. Like, do it now. Simplify, simplify. So as we get ready to land the plane here, we have autophagy. We have resourcefulness, we have simplicity. And the last one is interesting. It's. It's fatigue. During times like this, people get extra fatigued. I'm talking about your competitors, talking about you too. And what happens is they give up. They make mistakes. They sell their business to you for pennies on the dollar, right? You can buy reduced inventory. Like, inventory can cost less. Like, when the economy slows, everything becomes on sale, right? There's. There's opera, there's fire. Sales ever. Even with media, even with advertising, during a bad economy, you can. You can get, like, way cheaper advertising. Why? Because there's less piece, less competition, less people trying to buy that advertising slot. You know, even when you run Facebook ads, it works as a bid auction system, whether you realize it or not. And so the more people that are trying to advertise to the. To your same people, the price goes up. Well, the price goes down. Because most people, because of the fatigue, because of the fear, because of the anxiety, because they don't get it. They pull back. You should be doubling down and leaning in. You shouldn't be fatigued. You should be on fire. So while everyone is panicking, you are progressing, right? Can you see this? Look, your eyes are the enemy of your vision. And so when you do this stuff for the first time, it feels like you're being dumb because everything with your eyeballs says, economy going down, inflation going up. Bad guy wants to send missile to my state. Like, bad thing, bad thing, bad thing, bad thing. But here's the thing. You have to act as if you're gonna win. Even when your eyes see those things, you gotta. You gotta. You gotta. You got. You gotta, like, see it in your mind's eye before you're gonna see it with your physical eye. I hope this makes sense. The point is, is you gotta hold the pose, man. You gotta hold the pose. Like Taylor Welch always says, you gotta hold the pose. You gotta act as if you have to be the positive in the world of fatigue and march forward. Get louder, not quieter. Simplify, right? Become more resourceful. Test new offers, focus on frap, get some profit. Let the autophagy run its course because it's cleaning the economy, setting the. Setting the table for you to kill it. That's literally what's happening. I remember. Maybe this is a good story to close on. Right after Covid, I had a Phone call with Tommy Mello. And when I first met Tommy, he was doing 25 to 30 million a year. And I don't remember the exact year. Maybe like 2017, 2018. Ish. Somewhere around there they do over 300 million a year. Now he's also a billionaire. Can you believe it? Can you believe it? He sells and installs and repairs and fixes garage doors. He is a billionaire. So amazing. Another thing is to chase a rabbit. What people don't know about Tommy is that 28 people became millionaires when he sold a piece of his company to private equity. Just a piece. And he was more excited about that than he was about all the money he made. I mean, for real, he called me, he was like in tears, talking about how proud he was of his team. You see, the reason he's a billionaire is because he's obsessed with all the people around him getting ahead, not himself. But I digress. After Covid, he called me because he said, you know, Josh, I'm so excited. I've never been so excited. I'm buying everything. I'm buying everything. And look, everybody else is freaking out. They're all panicking. There's no live events. You can't go like, everything's shut down. It's locked down home service. Everyone's freaking out. And Tommy's like salivating. This is because he is behaving correctly based on the principles we just talked about, right? He was probably simplifying. He was being more resourceful. He was buying huge, like millions of dollars worth of inventory for a huge discount because the suppliers were panicking. He's like, okay, I'll take garage doors at half off or whatever it was. He's buying Christmas lights. He's doing. It's so simple if you really think about it, isn't it? You know, if you want to become wealthy, you gotta behave and think like a wealthy person. You gotta behave and think like them before you are them. If you don't start thinking and behaving like them now, you're never going to be them. You're not gonna wake up one day and be wealthy. And then starting from that day forward, start thinking and behaving wealthy. You have to do it now. And the good news for you is that success leaves clues. And there's so much information like this podcast everywhere, telling you the truth. This is real. Frap is real. You really can double your personal take home profit without even spending money on ads. And I say double. It can be quadruple. It can be 20 times more. It Depends. But it's like big. It like matters. But are you going to do it? Are you going to keep doing more the same? Right. If you get. You can't throw a fit. You're going to get what you get. If nothing changes, nothing changes. Right? So anyway, this was fun. One more soft call to action. Let me try a different angle. Excuse me, sir, the person listening to this, would you do me a favor? Would you pull over your car or stop what you're doing for just 30 seconds and please go to iTunes and leave me a five star review. Unless I don't deserve it. Then you can leave me a one star review. I'll take either one, but can you do that? Thank you. See you in the next episode. Hey, do you want to weaponize your brain and go all the way with profitability? Are you finally ready to apply FRAP to your business? Look, you might think you understand, but you don't. When you get in community, you get in proximity. Belief is transferable. There's power in these groups. Go to frappchapters.com and you can figure out if running a FRAP chapter is for you. And if not, join a frapp chapter because there's more power in community. If you're Ready, go to frappchapter.com.