← The WarPlan Podcast
The WarPlan Podcast
The Lie About Making Money (And the Hidden Asset That Changes Everything)
00:17:12
Loading summary
Transcript1 lines
- [00:06]
A
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, my friend. Welcome back to the War Plan Podcast. Today we're going to talk about magical stuff that'll make you money just by thinking different. I love all these cool concepts and ideas, and I'm going to share a couple different kind of frameworks. But first, I have a question for you. Where does income come from? Where does money come from? Right. Income is a derivative of what? And you're gonna have to put your thinking cap on. Okay? We're gonna get smart with our brains. And there's lots of answers people give when I ask those questions. They say, well, income comes from labor, or it comes from your skills, or income comes from creativity. And it's not that those are wrong, but I just want to reframe the way that you think about it. I want you to think about it like this. Income, money, wealth, dollars is the result or AKA the derivative of assets. Assets, okay? And when you look at your business, I want you to think of it as a box full of intellectual property and assets. I'm not talking about your real estate portfolio or like a mutual fund. That's a traditional word of assets. But I want you to think of it like this. Every script in your business is a little brick. It's like a little intellectual property brick in the wall of the money that you're going to make. Every system, the thickness of your literature, every design, your website, the copy, the emails, the campaigns that you do, the way that you recruit and hire and train and retain and onboard your employees, the way that you do all of those things are all little assets. They're little structures, their sequences, their flows, their systems. And all that stuff is an asset. So if you look at a business that just is limping along like there's really bad lead gen, their sales is kind of weak. They're underpriced, they're. They're not cross selling and upselling. There's no customer ascension, there's no life or energy in the business. That business is technically already fully systemized. And that business does have, quote, assets in it. It's just weak, right? It needs to be upgraded. And so that little box with all those little pieces in it just doesn't produce a big result. Where you can start making a lot of money is when you start understanding that every little minute you spend in deep creative work, thinking about frap, thinking about choreography, thinking about the flow and the sequencing of like communication with your internal and external customers, AK your employees and your regular clients all the time that you invest in that you are literally building assets and it's going to pay you in the long run and the short run. You know, some systems that you build have a bigger payoff on the back end and not as much payoff on the front end. But all of these systems, all of these things, it's literal intellectual property for your company. Like if you come up with a proprietary name for one of your packages and it's like really cool and people like it and they start buying it, like the name of that package, package is an asset to your business and it will create dollars for you. And so it's, it's the conglomeration of all of those little things all compounded and stacked up together that, that creates a super, super healthy business. And so what happens sometimes, I know for me it's really easy to get caught up in the busy work and the hustle and bustle of like a ringing phone and an email that needs a reply and, you know, just all the fires you have to put out. As an owner, what I usually have people do when I work with them in a small group or one on one is I like it when people time block, thinking time, like because, because, you know, Michael Gerber, I think, popularized the whole work on your business instead of in your business concept. I don't think people understand what that means, what it means. Think of it as asset creation time. And so if you have two hours a day or three hours a week or however you want to do it, where you are just looking at your customer life cycle, all of your literature, your packaging, your naming, the marketing, the positioning, your offers, the articulation of everything from training to, to sales messages to like, there's a million little Lego pieces to your business, right? And during this time block, if you're upgrading all that stuff, you're proprietizing stuff, you're, you're creating a new guarantee, you know, if you have a satisfaction guarantee, cool. Everybody does. It's white noise. Who cares, right? If you want to upgrade that asset, then we need to name it something. We need to become the only company with the PPP guarantee or the triple diamond 10x your money back guarantee or whatever. And like, the name of it makes more money. It creates income, it creates cash flow, but also the framing of it, the positioning. So think of it like that. And then this kind of ties into something I've talked about before that comes from Myron Golden. He teaches this thing called the four levels of value. And it's so elegant and so simple and it's going to break your brain and rearrange the furniture. But I want you to stick with me as I break this down because you will make more money when you understand this. Do you want more options, more choices, more freedom? You know, people, when I ask them what they want, they always give me a vague reply. They're like, well, I want time freedom. And the problem with a phrase like that is I can't quantify it. I can't measure it. What does that mean? It means different things from Sally to Sarah to Joe to Bill. Like, time freedom for Sarah means she'll go be homeless and give up her business because she just wants time freedom. She doesn't care if she has money. She's just all, all done. She's opting out of life. She's like, that's it. See you later. I, I have, I now have time freedom. And technically, all of us can have, quote, time freedom if we're willing to give up everything, right? Usually there's some criteria that comes along with it. You know, you want time freedom, which means to Sarah, that, you know, person number two, well, I have to make at least, you know, 100 grand in income and have the time freedom. But until I have at least 100 grand income, I don't really want the time for it. Like, I don't want the time freedom unless I have that 100k mark hit, right? And we need to start quantifying and like, defining what we want. And then back to the four levels of value. When I, when I start looking into businesses calendars and where they spend their time, you'll notice most of them spend the majority of their working hours. And the lowest levels of value. And there's four levels to value. According to Myron golden, in the lowest form of value creation, the one with the least amount of leverage, the one with the least amount of upside is the level called implementation. Implementation is when you are physically doing, quote, the thing. So if you're a carpet cleaner and you're cleaning carpets, you are living during those minutes of working while you're cleaning carpets, you're Living in implementation. If you work at fast food and you fry the french fries, congratulations, there's honor and all work, like work is awesome, but there's not that much upside or leverage when you are the person doing the thing. You know, if you're the guy digging the hole, you're the implementer, right? If you're the guy watching the guy dig the hole, that's the next level of value. That's the management layer. That's called the unification. Okay, so we have implementation, which is the lowest one, the one right above that is unification. And think about it like this. The way that you make money in each of these different levels of value is with a particular resource. And in the implementation level, the lowest, the only resource you really are using to create money or value is your muscles. It's your effort, it's the sweat of your brow. Maybe you grew up and your parents said, hey, you got to work hard to get ahead. Hey, time is money. If you want something done right, you got to do it yourself. And maybe your business is struggling and you are literally trapped as an implementer. You have the mop in your hand if you're a cleaning company, or you have the sourdough in your hand if you're a bakery, right? Like you're doing the thing and there's honor and all work, like I said, but there's not a lot of leverage in your muscles because you will get tired even if you're super awesome and you have more stamina than regular people. Now if you go up one value level from implementation, you go up to unification. This is your management skills and you'll make more money. Like if more of your working hours per week is spent in the unification level and you're using your management skills as the resource to create value, you're gonna make more. You know, the guy digging the hole usually makes less than the guy watching the guy dig the hole, right? Or the guy frying the french fries, it makes less than the manager of all the zit faced teenagers at McDonald's frying all the french fries, right? Like, so there's more leverage in management. You know, both of those two first levels, you know, the lower ones, implementation, unification, you're not going to make millions of dollars in these levels, you know, very, very rare. If you're like a senior vice president of some huge company, Maybe you make two or three or 400,000 a year using management skills, but generally you don't make that much. There's like a cap on your income. Now the next two levels above the first two is where you can start making seven figures. Not in revenue, in income. And by the way, can you Even imagine keeping $1 million a year in personal income? Because a lot of people can't. You know, it's like this abstract idea. You see, all these Internet marketers are like, I have a 2 comma club award. I had a funnel that made $1 million. It's like, yeah, but you spent 900,000 on ads, so you really made $100,000, right? Or you spent 1.1 million on ads, so you really made negative $100,000. Look, nothing is as it seems of liars and charlatans. But I digress. Imagine actually making 20,000 a week in personal income, okay? People do it all the time. There's lots and lots more of them than you think that there is. But I want you to visualize that even being possible for yourself. And if you want that to happen, the only way it's going to happen is if you spend a lot more of your working time, your time blocking time in the next two levels. And here's what the next one is. It's the level of communication. Communication. Now, just to recap, we have implementation, which is you're using your muscles, you have unification, where you're using your management skills. Communication. You're using your message. You're literally using your messaging, your mouth to help other people feel something with your words. And when you acquire the ability to make another person feel something with your words, you can move people, you can cast vision. You can, like, inspire and motivate and encourage other people. Crazy stuff can happen to your income. You know, your sales skills will obviously go up the better communicator you are, your recruiting skills will go up the better communicator you are, Your leadership skills will change. You know, your persuasion, your marketing, your ability to just have joint venture connections to, you know, have doors open up for you. All that stuff happens when you upgrade your communication and you spend time there. So ask yourself this. How many hours in the last week out of your total working hours were spent just communicating, refining your messaging, speaking life into your staff, casting vision to your spouse, to yourself, you know, looking at, you know, what makes you different. All the language, the copy, the choreography, like, that's communication, right? And then the highest form of value creation, according to Myron, is imagination. Imagination. These are the Walt Disney, Elon Musk, Steve Jobs type, dream, dreamer. They're the crazy dreamers. And if you think about it, everything that's created in the world has to Be created twice. I love this. You have to first be able to imagine something in your mind before you can see it with your eyes. You have to be able to see it with your mind before you see it with your eyes. Another way to think about it is you have to see it before you can say it. You have to visualize it before it can manifest. Manifest it, right? Even when God made people, he said, let us make man in our image, right? And there's this thought, there's this concept, and it has to start there. But for most of us, we don't spend enough time dreaming, thinking, you know, being creative, playing in the sandbox of crazy ideas. You know, people shut off all possibilities before even exploring it. That's why I brought up the million dollar a year thing. You know, for some people, even really deeply thinking about like what would need to be true for me to keep $20,000 a week? What would have to be true about my business? What's my customer count gotta be? What's my margin gotta be? You know, do I have a 33% net profit on a $3 million business? Cause now I'm making a million. Is it a 20% profit on a $5 million business? Man, how do I have a $5 million business? I'm only doing 500,000 now. Do I have to 10x it? Or wait, what if I double the average value of my customer? Then I only have to five. It's thinking through this stuff. When you're thinking thoughts like that, you're living in imagination. And this is where all the billion dollar ideas are birthed. This is where it happens. When I sold my first company years ago, I moved to Costa Rica for a couple years and I did something that completely changed my life. It's very simple. What I did was every single day for like 18 months straight, I would think. I know, sounds profound, right? I would literally have one to two hours per day minimum, non negotiable. It's the thing I look forward to more than anything else, where I would just think thoughts. I would think about stuff, I would dream, I would daydream, I would beat up ideas and play in the sandbox of crazy weird possibilities, right? And it's there that the whole trajectory of my life really changed. You see, yes, I had had some, some success in business. I sold a company to private equity. But it wasn't some big deal. I'm not some hotshot fancy guy. Our business was tiny. It was a little bitty training wheels business, right? We get to Costa Rica, this is Where I launched my first software company, I launched my first podcast, I got a million downloads. I launched the Automate Grow Sell brand, which turned into the Conquer program. We built a huge coaching program. Like none of that stuff would have happened if I wasn't driving around on my moped and moped in Costa Rica, down dirt roads with howler monkeys screaming in the background, just thinking about what I think about, thinking about what would be possible, thinking about what I was capable of. Sometimes we set goals based on what we think the goal is supposed to be instead of what we're capable of. You might have a million dollar goal this year, but you're capable at 2.1. Start setting your goals according to that, right? So anyway, imagination, communication, even the way you communicate with yourself, then you have unification. Then you have implementation. And the resource you use at each of these levels. At the top level, imagination, the way you make money is with your mind. It's the act of creation, it's the act of dreaming, thinking. Then you move down to communication. You can still make a lot of money. And the resource you use at that level is your message. It's your message, it's the words, it's your energy, it's your communication, right? Then you go down to unification. That's your management skills. Implementation is your muscles. I hope this was useful for you. I hope it gives you a different way of thinking about it. Because, look, if you want to have things other people don't have, you have to know things other people don't know. But knowing it's not enough. You also have to do things other people aren't willing to do. Is that going to be you? Are you going to listen to this podcast right now? And are you going to put a time block in your calendar to live an imagination, to dream again? Are you going to take your wife to a Best Western motel this weekend and whiteboard out your whole life plan for six hours straight? Like, are you going to be one of the weirdos that actually does something like that? Because those are the people that win. Period. End of story. I love you. Bye. 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.