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- [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. How are you doing? I hope it's better than you deserve. Like Dave Ramsey always says. I got a special little gift for you. It is a Saturday. I came in on a weekend because I was able to wrestle and wrangle my friend Ryan Johnson to come on so I could interview him and he could blow your mind, inspire you. As we get ready to go into. Is it Q3 right now? Wait, let's see. Q4. Like, we're, I don't know, we're in the second half of the year. We need to make a bunch of money before Christmas so you can buy your kids a good Christmas present. And we're going to talk about all the things. So if you're not familiar, Mr. Ryan Johnson is. I mean, he's going to hate that I said this, but he's a rising star. Like, he's getting more and more known. He's helped a ton of people. And what's interesting is I first met him when, as a baby faced, kind of newly married young guy with an itty bitty, tiny little business. Like, not that long ago, but, you know, years ago, and he came to one of my events and he was like, trying to learn. And I think one of the things that separates Ryan, because he built a, you know, a seven figure business very quickly in a new market, and then he went on to build another seven figure business, just helping people build seven figures. It's pretty wild how fast all this has happened. One of the things I like best about Ryan is he's a family first, you know, humble doer. And I want to emphasize the word doer. He does stuff in a way that actually shocks me. Like I've talked to my wife in private about Ryan. I'm like, how does he just do the thing? Like. Cause I'll be like, ryan, you want to make a bunch of money, do this and this. And he's like, okay, I will do that. And then he just does, does it. And like, you gotta understand, no one does that. But Ryan Johnson does. And so, Ryan, thanks for coming on on a weekend and making this happen. How are you, my friend?
- [02:27]
B
I'm doing good and thank you so much for having me, Josh. It's like, I tell people this all the time, that I'm very grateful for you and to have you. And it's crazy because I, like, I came up as, like, being mentored by you and learned so much from you and now, like, get to work more closely with you and talk to you all the time or even in a small bit, business partners with war plan. And. Yeah, it's just crazy to see how it's all come full circle.
- [02:55]
A
I know.
- [02:56]
B
Very, very thankful to be here, dude.
- [02:59]
A
None of us know anything till we learn it from somewhere. And it just so happened you learned some stuff from me. Right? And now people are learning some stuff from you. And it's. It's awesome. People helping people. And I. It's just, I don't know, it gives me goosebumps sometimes. And, you know, our customer avatar is basically you. It's, you know, someone that is radically generous but also ambitious. It doesn't apologize their ambition, but is also, you know, has your priorities straight. None of us are perfect. But I know you love your kids, your wife's obsessed with you, you have a great thing going with the family side and you're making money, you're helping people. You're doing it, man. And so I love that. We love helping entrepreneur families. So why don't you just take us back for a minute and, and go back to your kind of origin story on the business side. You have a window. Had a window cleaning business. You still do. You spent a bunch of money. I'm assuming you probably didn't really have to come to an event that was probably terrifying for. Just tell the, tell that story what you felt like and when.
- [03:56]
B
Yeah, Josh. So I feel like I have two key moments where you were very influential to me and, you know, both of these, but maybe the audience does, so I'll share them. So first off, I had started cleaning windows in my small hometown. I grew up in a town of about 2,500 people. The entire valley I lived in was about 20,000 people. So that was like our total adjustable market. And it's not like a super wealthy area. It's not like a poverty area either, but a lot of middle class type people there. And my whole goal was just to clean windows to get through college. I wanted to be a dentist. That was my plan. I got into chemistry classes and realized I was dumber than I even thought that I was. And, and just hated it. Like, I just, it just felt like such a waste of time. I felt like we were learning a lot of things that weren't very useful, very useful information and stuff like that. So anyways, I started cleaning windows and, and just kind of saw it was possible. I started listening to your podcast and I. I got on a webinar that you were running and, and I believe that your webinar was. It was a challenge. It was called Close the Gap Challenge. And if I'm correct me if I'm wrong, but I'm pretty sure, like you did a lot of teaching and then you were selling Send Gym, right? Is that what.
- [05:09]
A
Yeah, that's right. Well, yeah, and I think. Let me, let me think just to make sure. So the offer back then was the recordings of the Close the Gap Challenge, and then it was either Automate, Motivate or Send Jim. Yeah, I think so.
- [05:23]
B
Yeah, something like that. I'm pretty sure it's Send Jim. This was 20, 2019. So anyways, on this webinar, you taught just some very simple math as far as how big your business could get in your given service area. So if I remember correctly, it was like you take the amount of people in your service area making 80 grand or more per year, that number probably needs to be higher today, probably needs to be more like 100 today. But you take 10% of those people, assuming we get 10% of them to buy our thing, and then multiply that number by your average ticket and multiply that number by your repeat rate, and that's how much you could theoretically do in a year. And I remember doing the math, and I'm pretty sure it came out to like 5 or 600 grand. Like, it wasn't very much. And at the time, like, if I got a 500 or 600 grand company, that would have been huge because we were doing like two grand a month. But I knew that we had. I had bigger ambitions. I had met people and seen people who had built million dollar companies, and that was my goal. So it was crazy, Josh. I had this, like, burning inside of me that, that I think is from God, or I know is from God. As soon as you taught that that, it was like, we have to move. So if I remember correctly, this was on a Tuesday. I think that we were running this challenge or you were running this challenge. My wife got home from work that day and I was like, babe, we have to move. And we had talked about, like, hey, maybe we'll grow the business a little bit here. I'll get through college and then we'll move if it, you know, if it makes sense. But I was like, we have to move and we have to do it now. So this is a Tuesday following Thursday. My wife and I went and looked at houses to rent here in the Phoenix Valley. But we were like on the far East Valley, kind of on the outskirts of town because it's the only place that we could probably afford. And that was a Thursday. She took off work to do that and then we moved the following Monday. So within one week of learning
- [07:10]
A
Tuesday, Monday is not even a week.
- [07:13]
B
Right. But it just felt so right. It just felt like, okay, I know, I personally know, or at least I've seen people who have done this and they've built seven figure companies. Like, I can do it too. And, and we also, we plan to move and we plan for my wife to like get another job. She was working at a supplement company making like minimum wage. And we figured, you know, she could probably get a minimum wage job and support us a little bit. But we basically spent all the money we had to rent that house. And it was crazy looking back at it now because we were paying 500 in rent where we lived, and we lived in an apartment above a barn. We would wake up every night to like the horses, like kicking the stalls and it was a mess. But the new place was going to be 1300amonth. And to us that felt like that might as well have been ten grand at that point. Right. But we basically spent all the money we had to put the deposit down and just figured, you know, we're going to figure it out. So this was May of 2019. Did that move within. Within a week and then just started growing from there. So that was May of 2019. And then October of 2019 was the first time I actually met you. I went to the Autograte Automate grow sell experience at your house and also at a hotel in Michigan. And that was really my first time where like I knew that you had grown your company. I knew that like your business partner, Brandon Vaughn had built a really awesome pressure washing company. You both had sold them. But I didn't know that like normal people had done it. Right.
- [08:44]
A
Like, we are normal. The Internet makes it feel like we're special or something. Like I'm disappointingly boring and average when you hang out with me in real life. I mean, as you know now, unfortunately, sorry for the lockdown, but no, but I have a couple questions for you and a Comment. The comment is, money loves speed, and you made a fast decision and took action, which is very rare, even though to you, it's just kind of how you do it. But that's a huge success principle that I notice in you that continues to. Now, the other thing is that exercise to figure out how big your business could get in your market never works the way that it worked for you. I actually use that math to prove to people that are like, my business is maxed out. It's as big as it can get. And I'm like, no. In, like, nine out of 10 times when we do that math, they could have, like, a $6 million business, and they're stuck at, like, 400,000, and they're just confused. And I use that to help them understand. Yeah, no, but in your case, it was like, yeah, I should move. So I thought that was interesting. So what did it feel like? Because money was tight, you moved to a new place, and then months later, you came to that event that I did. And that year, I remember that event was a $3,000 event. And so that wasn't. That was a lot, I'm assuming, for you at that time, just a few months after you moved, but you did it anyway. Most people won't. Why did you do that? And did you want to throw up? What did it feel like? You know, I don't know. We haven't talked about this part.
- [10:17]
B
I feel like I've always been the type of person that works hard and, like, I'm capable. I know that I can go and work hard. But I got to a point early in my business where I didn't. I didn't really know what to do next. So our first full month after we moved was actually a pretty good month. We did, like, six grand, and then we did, like, five. And then I didn't realize that we have seasonality. I didn't know that that was a thing. July and August in Arizona is rough. We get rain, we get dust storms. Like, it's our two slowest cleaning months of the entire season, which is the opposite of a lot of the country. And then we did, like, three grand July and August. So coming into October to pay some money for an event, I was supporting my whole family. By the way, I didn't share this in the story. My wife never did get a job. She interviewed a couple times. Then we just decided she would work with me. And then we found out she was pregnant. So by about October, she was too pregnant to help. And, like, it was on me to figure it out. But to answer your question, like, I knew that I could do the things that I had to do in order to make it work, but I didn't know what that was. Like, I needed a roadmap. And getting to the event, it was crazy because like I said before, I thought, I thought you and Brandon were just like these unicorn, like super smart guys. But then I met other people there that had seven figure business. I remember meeting David Mulcahy and feeling like his business was like, it was insane. Like it blew my mind where he was at that point. And like David's a good friend of mine now, like where I talk to David like all the time. And it's crazy just getting around people who had done it that weren't just like the guys like Josh and Brandon. Right. Like, that was extremely valuable. And it just taught me that like these people are normal, they have struggles, they have, they just, they just did the thing right and it worked.
- [12:05]
A
Yeah, yeah. The same thing happened to me because in 2016 I spent a bunch of money to join Russell Brunson's inner circle. I think one of the best things that ever happened to me was essentially meeting a bunch of super wealthy successful people and realizing that they were not very smart and they were totally average. And I don't mean that condescendingly. I don't mean it like that. I just didn't understand like, oh, the gap between like intellectual gap between them and me is. I mean, they knew some stuff I didn't know, but it wasn't like a intelligence issue. It's just they knew a couple things I didn't learn yet and that was like kind of it. And then like the other big difference I noticed was the speed. Like the, the speed at which they took action and did stuff was not normal. And the third thing I noticed was how big they thought. And I think events are huge for that. Like, I just, I was thinking small when I joined Russell's group. I just didn't know that it was thinking small. I didn't know. And then when you get around a bunch of people and the, the average of the room is thinking 10 times bigger than I was. I was like, oh, wait, what? Like I, I didn't know. And then, then it's encouraging to realize like, oh, like you're super nice person and Your business does 10 times more than mine, but you're not that smart. I mean, you're not dumb, you're intelligent. But like, I don't know, like for, for me, I don't want to project that onto you. But that's the power of proximity. And the belief is transferable. I don't know. Like, is that what it felt like when you came to agsx?
- [13:34]
B
Absolutely. It was terrifying. Like, it was scary to walk in that room. And I remember feeling very timid, like, just as a young kid, basically. I also remember being very tired because we took a red eye flight because it was the cheapest option. But, yeah, I just remember feeling like meeting people who had done it and just being like, I can do it. Like, they're not anything special, like you said, not in a negative way, but just like, they're just humans. Right. And they have struggles, too. And.
- [14:04]
A
Well, because the Internet. The Internet kind of perverts and pollutes stuff and it. I don't know. I mean, people that watch my YouTube or follow me or whatever, they don't really know me. I'm not fake. I'm me on content, but it's just a part of me. Like, they're not with me on a Tuesday when I'm just, like, laying around being a regular. You know what I mean? So. So the people you look up to are just. They're just people, right? So the Internet skews things. So my point being, like, how important has it been for you to be knees to knees and toes to toes with people from time to time? Just like, get in a room? You know what I'm saying? Because could I. I guess the question is, could I have replicated the feeling that you felt if instead of doing an event in Michigan, we just did a zoom call, would that. Would that be the same thing?
- [14:49]
B
I mean, I feel like that would have been valuable, but, like, no, it's not. Even the other thing, too, is, like, the. The hurt of paying for it. Especially when I was like, I was literally broke and, like, buying the ticket, buying the plane, getting the hotel room, paying for food, like, that hurt. And because it hurt, I paid very close attention. You say this all the time, and it's something that I steal from you often is that people that don't pay don't pay attention. And I've seen that in my own life. Like, if you had just hosted, hey, we're going to do this automate Grossell experience online. You know, the ticket's $97. Like, you know, maybe I show up, but it's like, it doesn't hurt that bad. It's a hundred bucks, right? But then also being in person, like, the. Like, emotionally, there's just something different about. I have a hard Time putting words to it. But it's just. It's just different.
- [15:43]
A
Like, okay, well, let's go to the next phase then. I mean, like that, that's a good opener. It sets the table. But, you know, you leave the event, you still have a small company of a pregnant wife, you're in a new market, you only been there like six months or something at that time. And then you built a business. Tell me if my numbers are off, but in like three years, you guys are doing like one and a half million bucks in Arizona, right? Is that about right?
- [16:03]
B
Yeah. So this was 20. October 2019 was the event. 2020 year of COVID We did 250 grand. 2021, we did 700 grand. And then 2022, we did 1.2 million.
- [16:18]
A
Wow. Wow. You went from 250 to 701 year. That's painful. That hurts. What was that like?
- [16:26]
B
It was a lot. It was a lot of working. It was. That was our first year doing Christmas lights. So about 100 grand of that was our, our first season in Christmas lights. Which is, I tell people all the time, like, Christmas lights is like, I feel like what really changed my life. Window cleaning is great and it's, you know, it pays the bills and stuff. But Christmas lights is where we make like a lot of money in a short period of time. But yeah, that year we added, I think we added three or four trucks in a year. And we basically spent like, I was still paying myself 750 bucks a week when we were doing 700 grand.
- [16:59]
A
Let's go. And I remember and I gave myself a raise to 750 bucks a week. And how big of a deal? It was like way back in the day with my cleaning company, because I was 500 a week for a long time. I think I was 500 a week up until we were doing like a hundred thousand dollar months. And you know, I could have paid more. It's just delayed gratification. You can scale the company faster and reinvest. And I'm assuming that's what you were doing, right?
- [17:23]
B
Yeah. Yep, we did. And it still felt like we had no money even with that. Like, because we were just spending so much on marketing. We got all of our trucks wrapped. Crazy thing is, we had that first million dollar year. And then like two weeks into 2023 is when our trademark lawsuit came and we had a rebrand. And I spent all this bunch, all this money on a rebrand. And it's just crazy how life works. Like it's, you know, we had this huge high, this first million dollar year and then this huge low it's having to.
- [17:53]
A
What was the original name of your company? I forgot what it was called.
- [17:55]
B
It was. Yeah, so it was, it was kind of a crappy name, so we'll say that. So it was all good, but it was the. So T H E E. Window Ninjas. And then there was a company, they didn't have the trademark when we, when we started, but a company by the name of Window Ninjas got the trademark and then they started like sending cease and desist letters to. There's like, there was Window Ninjas all over the country. And then I, I think his whole goal is actually to acquire them because that's like the. What the talks that he was wanting to do. The, the owner of this company.
- [18:29]
A
Why didn't he just call you guys and be nice?
- [18:32]
B
I don't know.
- [18:33]
A
That's an option.
- [18:34]
B
Well, the other thing too that sucked about it is that like when he originally reached out, I was like, totally fine to do this. Like, I just need six months. And then he, like we fought back and forth with the lawyers. I remember spending like 12 or 15 grand with my lawyer and then we just agreed on six months. So it's like both of us just took ten grand or more and just lit it on fire for no reason. Yeah.
- [18:56]
A
So dumb. And so your new company's called Reach Window Cleaning.
- [19:00]
B
Yep.
- [19:01]
A
And then maybe take me through the part point where, you know, you built out a leadership team, you know, got yourself a little bit free from that. I know you focus a lot on subscriptions and then you have the high ticket Christmas light offer in the back end. That set you up in a really juicy way with this company. But then explain that and then how you transitioned over into helping hundreds of other small businesses. Now at this point.
- [19:26]
B
Yeah. I feel like a lot of my phrases that I'm going to say, Josh, come from you, so thank you for.
- [19:31]
A
That's okay. It probably came from someone else.
- [19:35]
B
Yeah. So at least I think this is from you. I, I say these phrases often. I think one thing that makes a good service company, and I've, I've seen it in my own, is having a good mixture of high, high frequency, low ticket and low ticket. High, high frequency, low ticket, high ticket, low frequency. Am I saying that right? Yeah. So for us, like window cleaning, especially in Arizona, where it's dusty and dirty, like people will clean their windows two or four times a year. And that's where we really focus on the frequency there. And then we have you know, average ticket for Christmas lights is like 13, 1400 bucks. We also sell solar screens, which is a pretty Arizona specific thing, but high tickets, like twelve hundred dollars average ticket. So I think that those things altogether made for a really good company. And then what we did is we got really, really good at rebooking people. I think in today's day and age, like, the. The popular thing to talk about or like, the hot topic is service plans, but I always remind people that, like, service plans are great and they help, but, like, we were doing over a million dollars per year and didn't have a single person on a service plan. And the reason is. And you know this, Josh, like, it just wasn't normal. Like, in pest control, it's been very normal to sell service plans for years. But in window cleaning, at least, like in 2020, I don't know of anybody that was doing it at scale. Maybe they were, but I knew that we needed to, but we hadn't. Like, we hadn't done it. Now we do. We have, like, about 400 grand worth of people that are on an actual contract service plan now. And that's great. But I think more important than that is getting really good at rebooking through, like, rainmaker campaigns, text blasts, emails, phone calls, etc. So we got good at that, and then we figured out the market because
- [21:17]
A
you just have more opportunities to, you know, sell them something else or identify an extra need. Right. Like your. Your boots are on their property more times per year. Your frequency is higher. It's just more facetime with the customer, Right? Yep. Okay. All right. So that's that. And then all of a sudden you're like, you know what? I have a dream life and a wife that loves me and little tiny kids running around the house. I'm gonna just start, like, mentoring other people because that's a whole world to try to get into. How did that. What happened with that?
- [21:51]
B
This is another. Another moment where Josh was very influential in my life. Yeah, I mean, you started talking about, like, how, you know, as. As we launch, as you launched war plan, started talking about how, like, everybody should be a coach and how there's, you know, big opportunity in coaching. And so I remember I paid for whatever it was you were offering. And I don't think I did anything with it for, like, six months because I just felt like I was, you know, busy, or maybe not even busy, but more so just like, afraid to go after it. And. And then I remember starting to get into some of the content. I started posting and Got my first few clients and then I started to realize that there was. Okay, that maybe there is something to this world and more so than just the money, there's something to like actually changing people's lives. Like, I can, I can look at you and honestly tell you right now, Josh, that I have changed people's lives and it's because they've told me I have. Right. And it's a, it's a great feeling and a great thing to be able to help with. But what I ended up doing is before I decided like, hey, I'm gonna go all in on this coaching thing, or mostly all in at least, and kind of let my cleaning business do its thing. I don't know if you remember this, but what I decided to do is I took my family, we went and lived in Hawaii for a month.
- [23:04]
A
Yeah.
- [23:05]
B
And I did it one, because we had just talked, Brittany and I had talked about doing it before and it's probably something we'll do again at some point. But I was like, you know what? I want to make sure that my team is capable and able to run, like without me being physically present in here. So we went and rented an Airbnb. We had a two month old baby. Our youngest was about two months old at this point. And we went and stayed there for a month and it was cool because everything went well. We didn't really have any major problems. And I came home with more money than when I left. And while I was in Hawaii, I think I signed up like 10 coaching clients. Like it was, it was quite a bit that we signed up. And then right after that we started running ads and then that company grew a lot faster than I had anticipated.
- [23:51]
A
Yeah, I mean, you, you've done, you have a seven figure coaching business now, which is kind of mind blowing. And because when you started, I don't think you're necessarily thinking of it that big, but to me it's more evidence of just like how big the need is too. People need help so bad. And so, and so a window cleaner who's stuck, who's trying to get unstuck, it's like going into a quantum leap when they hang out with someone like you because you have a systematic way to do get this result, like for someone like that. Right. And so it's like people helping people helping people. I mean, I don't think some small service company needs to buy a grant card own course. I don't think it's going to do anything for them. I think it's a complete waste of their time and money and no shade. If someone, you know, learn something from a grant cardone corps, what you need is someone who's done what you want to do, and you need to get around them. That. That's like 80% of. There's still hard work, but by. By pairing up with someone like you, Ryan, it eliminates the guesswork. You can't eliminate the hard work, but you can eliminate the guesswork. And the guesswork is where all the actual pain and frustration comes from. Because people don't know what to do or they don't know what to do next, or people are working on things, but not the right, right thing. Right. They're working on the wrong thing in the wrong order, and they're spinning their wheels and they're stressed out and they're mad at their dog, and their wife is passive aggressive, and now she doesn't even feel like a wife. She feels like a roommate. And there's stress and pressure and they get around. You learn about, you know, adding a little high ticket, manipulating the frequency, embedding a. A service, reoccurring revenue thing into there. And it's like bing, bang, boom, a few months go by and they start winning. And that gets me super excited. You know what, what are some of the stories you have from. From your program of, I don't know, cool stuff people have done or have accomplished?
- [25:39]
B
Yeah, I've got a few. I've got one guy who I started working with him and he was doing like, I think he did nine grand October of 2024, and then he did 140 grand October of 2025. So that one was pretty cool. How part of that was Christmas lights. I think about half of that revenue is Christmas lights, but just the rest was pressure washing. And it was just like, when we started working together, all they were doing is door knocking. So it was like him and a partner just door knocking every day. They didn't have any, like, consistent marketing levers. So if they weren't door knocking, work was not coming in. They weren't doing anything rebooking. So they had a list, I believe, of like 500 people. And they weren't reaching out to them at all. So we put some systems in place for that. Um, so there's them. You know, Jared, good friend of mine, Jared. And the cool thing about Jared for me is that he had had mentorship before and he was still stuck. He was stuck at 500 grand for three years in a row. And all we did, all we changed is we figured, we figured out how to get him off the phone. So getting like an office manager in place and then we really focus on rebooking efforts. And through that, he then did 750 grand the next year after being stuck at 500 for three years. And you know, Josh, that like 500 grand is a really hard place to be in business. It's like you feel cool when you tell people, like, yeah, we did 500 grand this year, but like, you have no money.
- [27:03]
A
Yeah. Mike Dalkey calls it cash flow purgatory.
- [27:07]
B
Yes.
- [27:08]
A
And I don't know if because of inflation, if the numbers are different, but I used to always say, like, between like 3 and 600,000 is kind of cash flow purgatory. I think now it's probably more like 4 to 700,000 or something, or something like that. But yeah, the point is it's easy to stay small and it's, it's good to go big, but you don't want to go in the middle. And the middle is like where I see a lot of family companies that are 20 years old that are stuck in the middle for 15 years because you have a lot of revenue kind of running through your thing. You know, you're doing, you know, 40, 50, 60 grand a month and it's like, whoa, that seems like a lot. But then there's just nothing, because nothing's efficient. You can't optimize, you can't hire, like, like it's just an inefficient size for a company. And then I think the other thing is, is people falsely believe that because my life has 100 units of pain right now at the half a million dollar mark, that means I'll have 200 units of pain at the million dollar mark. But it doesn't work like that. You actually are going to have like 63 units of pain at the million dollar mark, 40 units of pain at the $2 million mark, and 10 units of pain at the $5 million. It's almost not fair. You know, it' a big thing than it is to run a little thing. Um, but yeah, I think people just go, it's like no man's land, right?
- [28:24]
B
Yeah. So I always tell people that, like, the goal should be to get out of that phase as fast as humanly possible. That's one thing I'm grateful for, is that like when we went from 250 to 700, it was like skipped it.
- [28:37]
A
That's not normal. That's not normal. It's awesome. But that I'm assuming that hurt that year. I mean, you Just buying tons of equipment and hiring, and you probably didn't have a training program. Every. Everything must have been a mess. But you just survived, right? You did hard things. I have my two hard things stickers laying over there. Yeah. Okay. So you. Yes. You know, you're like, kind of our biggest show pony in terms of the coaching side. You know, we're helping lots of people, like, do these little coaching groups locally and stuff, and. And then you've just, like, blown everyone out of the water with just how successful you've been with this. You started doing your own live events. You're doing a live event here and just coming up. And you'll probably do more, too. Tell us about that. Did you want to throw up before you hosted a live event? I did when I hosted my first live event. But you're a veteran now. You've done it a few times. Tell us about the event.
- [29:35]
B
Yeah, so this one coming up will be our third. So as this drops, it's coming up in like, a week and a half. So it's. It's coming up August 20th and 21st. Josh, you're there in Denton, Texas, which is in the Dallas DFW airport or area. But, yeah, I remember the first time before going on stage feeling like, just like all of the negative feelings, like, who am I to be up here teaching these people? Like, am I really ready for this? But as soon as I started teaching some of what I had prepared, and I saw, like, the gratitude and the. The way that people were receiving it, it, like, gave me confidence that, like, no, I. Like, I am capable of helping these people. These people all paid me and flew out here to come and learn from me. Like, so I'm gonna deliver to them. But. And I feel like the second one was hard, too, though. It's like you forget. You forget that the first one went well, and you go to the second one and nervous and scared and. And all those things, but just do it anyways.
- [30:38]
A
Yeah, events were really hard for me. I mean, public speaking was really hard for me. I'm super introverted as a person. I mean, you're kind of introverted, right? Yeah, I don't know. I think. Here's a couple hacks.
- [30:50]
B
Just.
- [30:51]
A
I'll coach you on this. What helped me was when I realized that, like, when I would go on stage and want to throw up, the reason I felt like that is because I was just thinking about myself without real meaning to. Right. So this is going to sound weird, but, like, if you're truly obsessed with loving and Serving the person you're trying to help, and you're totally fixated on them. If you start getting excited for them, it's way easier. Because, I mean, does a nurse get nervous when she's, like, patching a wound in a emergency room patient? You know, like, oh, I hope they don't judge me and, like, how I might if I have parsley in my teeth? Why? Because that's sort of what's happening. You know, there's going to be people signing up for your event. It'll be a small group here at our studio, and I'm actually going to be here. Well, maybe you'll let me teach for an hour. That would be awesome. And. But they're nervous, so they're, like, spending money. They're super freaked out. Their wife is like, what did you. Why are you buying that? What is like, just trust me, babe. I have to do that. And then they come here and they're surrounded by people they haven't met yet, and it's, like, super weird. And then they look up to you because they've been following you on Instagram, like, oh, my God, Ryan has two Corvettes and this huge company, and he's amazing. And then they realize you're just a guy. And then. And then the same thing that happened to you back in 2019 happens to them, and they realize, oh, my God, I have some clarity. I know what to do. I know what order to do it. I have belief that's been transferred through the other attendees and by meeting Ryan in person. And it just does something in your brain. But, you know, only a small percentage of people have the kahunas to, like, do it, you know? And I don't think your event's not free either. It's paid. Like, mine was. Right. How much is it? Like 50 grand.
- [32:34]
B
So it's four. It's 4.97,
- [32:37]
A
basically 500 bucks. Okay. And two days. Is it.
- [32:43]
B
Yeah. So it'll be two days. So it'll be 10am To 5pm Both days. I have a lot of content prepared. Last time, we didn't do this at the first one. This was very helpful. Last time, we just did a Q A with my wife and I. And it was funny because I. I asked my wife if we could do this, and she was like, nobody's gonna have questions for me. And there was only, I think, only one spouse, like, one female spouse. That was at the last event. But all of the men had tons of questions for my wife. Like, they didn't really have questions for me. It was like they just wanted to know like, her side of it and being an entrepreneur wife and, and things like that. But I mean, all of this being said, Josh, like, I honestly do not think I'd be where I am today without attending the event in 2019 that you put on like, it. And I know it's cliche to say this and, and it sounds cliche or whatever, but, like, it literally changed the course of my entire life.
- [33:36]
A
Yeah, I mean, me joining Russell's group changed the entire course of my life. And you coming in my world changed the entire course of your life. And the people that have joined your world changing the entire course of their life, and I think that's how it's supposed to be is like people, people, people helping people. I mean, you're two or three chapters ahead. You're giving people the playbook. They, they have to show up. Right. If they can do that part, if they can have a little Thomas to train courage and show up, perfection's not required. But that's how you level up. My belief actually, like with coaching and stuff, is that coaches actually can't make people successful. And I don't think I've ever made anyone successful. I think what we do is we help people go faster because at the end of the day, winners win. And when you had a $500 a month apartment in your town before you move, like you were already a winner there and it was going to happen because of who you are, but God, you did it way faster because of these things that you learned because of the belief, like you would have got there.
- [34:31]
B
Right?
- [34:31]
A
But isn't it nice to have, you know, multimillion dollar turnkey business and have your little nice car to drive around and go to Hawaii for a month? Isn't it nice to do that now instead of in like 12 years, like you would have got there. And yeah, that's how I view coaching. What are your thoughts on that?
- [34:48]
B
Yeah, I have a, a notebook that like right when I started, right when we moved, I wrote down some goals. One of the goals I wrote down was that I wanted to build a million dollar business over 10 years. And like, I wrote down how many trucks we were going to need and like what our shop was going to look like. And I felt like that was this like big, hairy, audacious, crazy goal. And then we just did it in three and then I was like, you know what? Like that wasn't that hard, right? Like it wasn't nearly as hard as I thought it was going to be. It's like we just needed a plan. Like we needed consistent marketing levers. We needed to be good at rebooking and then we needed to sell in packages to increase our average ticket and sell something high ticket to give people the option to buy it. Right. So yeah, it's just like it's not all that hard when you have a plan. And it's like if you can just go and execute your plan, it'll, it'll happen. Like it's, it can't not happen.
- [35:43]
A
Well, we always said in Conquer, community plus clarity plus accountability equals bunker. And it's, it's still true. Right. So like this event will give you community, this event will give you clarity and, and you know, paying the money to get on a plane to come here. And I, I get to meet you too because I'm going to be at this particular event. So I'd love to high five you. There's an accountability built into it because you're attaching a few bucks to come. It's not, it's very inexpensive. I think you should charge like 2500 bucks for this event. But I, I digress. And so how do people sign up and, and who's, who's this best for? You know, like what, what kind of business, what revenue size, et cetera.
- [36:25]
B
Yep. So this is good for all home service businesses. So window cleaning, carpet cleaning, mobile detailing, those type of guys. And I think it's best for somebody who is at a ceiling. You know, maybe they're in that 250 to 500 grand spot and they're looking to really break through or maybe they're even earlier than that and looking to figure out how to get there. To sign up, you go to reach-breakthrough.com if that doesn't work or whatever, then just DM me on Instagram. So at Ryan the window cleaner, it's actually me. I will see your message. You can DM me if you need some more information or whatever. But reach-breakthrough.com okay.
- [37:02]
A
Reach-breakthrough.com all right, so in conclusion here, what are you going to say to that little guy out there fighting the good fight and he's trying to make a decision about this event or about his life and if he should get a real job because his mother in law gives him weird looks at family dinners. What words of encouragement do you have for that person?
- [37:25]
B
I can say that I understand all of that and I get all of that because I am you. I've been there. I felt that, I felt all of those feelings of inadequacy And I still feel inadequate all the time. But I will promise you that the other side of all of that is beautiful. The. The end of the tunnel where you have a. An automated business that runs with or without you. You can spend more time with your family. You can be at all of your kids stuff. You can take off time if your wife needs you to take off time for her to go get her nails done or whatever. Like the. The freedom and the. Just there's beauty in it. Like, the other side of it is worth it. Um, that's one thing that, that I've heard you say before, Josh, is that, like, it doesn't matter how hard it is. It just matters if it's worth it. And I can promise you it is worth it, because I've seen it. I am it.
- [38:19]
A
Yeah. That was so good. Wow. You're getting good at this, man. That was pretty fire. I even had that printed on T shirts for my kids. It doesn't matter how hard it is. Only matters if it's worth it. Okay, go to reach-breakthrough.com come hang out with Ryan. Come hang out with me. Come to warplan Studios and just get inspired, man. Pattern. Interrupt yourself. Do something. Like, pull your car over and do it. Like, do something. Don't listen. Don't just passively consume information for the rest of your life. For the love of God. That's the sound of me smacking you lovingly across the face. If you know that you need to do this, you can feel it. Then do it and show up and we'll give you a noogie and we'll teach you stuff and it'll be awesome. So. All right, well, thanks for coming on, Ryan. And to everyone listening, take care and God bless. 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, get in proximity. Belief is transferable. There's power in these groups. Go to fra chapters.com and you can figure out if running a FRAP chapter is for you. And if not, join a FRAP chapter because there's more power in community. If you're Ready, go to frappchapter.com. It.