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Travis Makes Money
INTERVIEW | Make Money by Betting on Yourself (and a Handful of Seeds) with Doug Evans
00:38:34
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- [00:01]
Doug Evans
So good, so good, so good.
- [00:03]
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- [00:13]
Doug Evans
How did I not know rack has Adidas? Cause there's always something new.
- [00:16]
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- [00:30]
Travis
You're listening to the Travis Makes Money podcast presented by GoHighLevel.com for a free 30 day trial of the best all in one digital marketing software tool on the planet. Just go to gohighlevel.com travis. What's going on, everybody? Welcome back to the Travis Makes Money podcast where it's a mission to help you make more money. Today on the show, I have a new friend of mine, Doug Evans. Doug is the founder and CEO of the sprouting company. A former paratrooper in the US Army's 82nd Airborne Division. An early pioneer in the natural food industry, he authored the national bestseller the Sprout Book, which reached number one in plant based books on Amazon. Currently residing in Wonder Valley Hot Springs in Southern California, Doug is revolutionizing home gardening through sprouting, making it affordable and accessible to grow fresh food right in your kitchen. Doug, what is up? Welcome to the show.
- [01:19]
Doug Evans
Thank you so much for doing the show, Travis. You know, the idea of Travis makes money, everyone can make money, right?
- [01:27]
Travis
Well, that's the goal, right? That's why we're here. So let's go back in time. Tell me the first time you ever got really excited about making a dollar.
- [01:38]
Doug Evans
I think that my parents were lower middle income. My father was a combat World War II veteran and untreated. And we didn't have a lot of money, we didn't have a lot of food, and things were very scarce. And when I realized, oh, if I could work and I could use my time productively, then I could make money. I became OCD on workaholism. And I got one job and in a supermarket. I was still in high school, I was working in the supermarket. And the attitude of the other coworkers there was really like how little work they could do. Right. And I remember when they would say breakage in aisle three, I would be running there with a broom and a mop and a box while everyone else
- [02:41]
Travis
would be fleeing, scattering the scene.
- [02:43]
Doug Evans
Yeah, scattering, yeah, like rats. They, they would be scattering. And to me, I realized that if I was the guy who was willing to do what no one else wanted to do, then I would get the hours.
- [02:58]
Travis
You know, I think that we could probably wrap up right there, Doug. That one. That one thing, just being willing to do what nobody else is willing to do, regardless of the vehicle that you're in, because that is who gets all of the opportunity in life are the people who are willing to do what nobody else is willing to do. Because the bottom line is you never know. You never. Who sees what you're doing. You never know who you're serving, who you're talking to. But if you're doing it with a smile on your face and you're working hard, people take note of that. And you tend to attract more opportunity your way.
- [03:31]
Doug Evans
Yeah. So that was the first time, like, I realized, like, oh, I can trade my time for dollars.
- [03:39]
Travis
Yeah.
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Doug Evans
Right. And if I had dollars, I could have freedom. I could buy what I wanted to eat. I have a neighbor right now who's literally living hand to mouth. And then Tuesday night, I had dinner with a billionaire who literally has this palatial estate, nine rooms, three houses, et cetera. And he's there by himself and chief of staff is serving us a meal. And like, in one, I went from literally talking with someone who can barely afford to, you know, put food on their table to someone who's got, you know, lights on, fireplaces burning, music playing, and doesn't have to think about money.
- [04:32]
Travis
Could put. Yeah, could put food on their table for a thousand lifetimes.
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Doug Evans
Yeah. Could, like, you know, could theoretically feed the world. Right? Yeah.
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Travis
Right.
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Doug Evans
And so what I realized so much has to do with, for me, like, my abundance, my wealth came from me being aligned. Right? Aligned with my purpose. And the purpose has changed and evolved. I'm 59. I'm going to be 60 years old this year. But when you get alignment, then all of a sudden you can get out of apathy. And now the thing that's coming into my consciousness is understanding evolution, human evolution, and understanding addiction and habit. And I would say we, as humans, as a species and as a population, are programmed to conserve energy. AKA lazy. Right? Conserve energy. We're programmed to spread our seed, procreate. So therefore, sex. And we're programmed to eat, because if we don't eat, we don't get nourishment. And so these are the driving factors beyond sleep and breathing and drinking. But those factors are so dominant that if you want to actually achieve anything, you have to overcome the pre wiring, the pre programming for laziness, sex and eating. Those are the Three big addictions, they're all there. And part of this whole self medication with drugs and alcohol and the like is because people are grappling with the fact that life is hard in the outside world and they don't want to face it, so they escape it. And the escapism ends up being like sweeping stuff under the rug, right? You don't really clean things up. Like you check out and you drink yourself till you fall asleep. You're still not going to have money in the bank. You're still not going to have a great relationship. You still can't, you know, excel in your job. But in that moment you don't have to think about anything because you're self dedicated.
- [07:04]
Travis
It's the easy way. Well, I mean I was going to say it's the easy way out, but
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Doug Evans
it's not even close your eyes, exhale.
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Nordstrom Rack Advertiser
Feel your body relax and let go
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Doug Evans
of whatever you're carrying today.
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1-800-Contacts Advertiser
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Travis
And breathe.
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1-800-Contacts Advertiser
Oh, sorry. I almost couldn't breathe when I saw the discount they gave me on my first order. Oh, sorry. Namaste.
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Doug Evans
Visit 1-800-contactscom today to save on your first order. 1-800-contacts New Year, New me.
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Valspar Advertiser
Cute.
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Doug Evans
But how about New Year new money?
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Travis
Experian A way out. It's just a way to delude yourself that it's okay to stay in.
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Doug Evans
Yeah, so. So that's it. So for me, like I don't love exercising, I don't love it, but I have a three year old daughter. I want to be healthy. I've got my mission. So I look at the ground and I think, oh my God, I really don't want to do these pushups. And then I get on the ground and once I start, I get the momentum and then I finish and I rip out sets of hundred pushups and I'm doing hundreds of pushups. Every day I'm running, I'm doing pull ups, and every one of those things is uncomfortable. And the fact is, when it's done, so what, right? And if you're in a little pain, so what? All of these things pass. Because what happens is we focus on whatever we focus on, right? So you could focus on the pain or you could focus on your desire. Like, I had a huge deliverable this morning, and so I had dinner with my wife. I felt energy. I wouldn't say stressed, but I had energy. And I was like, hey, I'm done. I got to go into my office and I have work to do. And I worked well past midnight getting everything done. And I didn't think about anything else. I didn't think like, oh, I'm tired or this or I'm hungry. I was locked in, you know, because it mattered. And that was because I know what my purpose is, right? So everything I filter through, is this going to help me achieve my definite purpose in life? And it's either yes or no. And I don't want to be up at midnight all the time working, right? But when that comes up, like, it's easy to feel like, oh, I'll procrastinate, putting off until tomorrow, until tomorrow. I was like, no, this needs to be done. No excuses. And that's like being accountable. And a lot of people don't understand integrity, accountability, desire, going the extra mile. And what I've realized, I feel like I'm preaching here, but that you can have anything you want. You can have anything in the world that you want if you're willing to do the work, if you're willing to be patient and you're willing to keep a great attitude about it. Because every single day, I get a pit in my stomach every day from like, I called my attorney, who I happen to owe tens of thousands of dollars to for one company. And I called him three times, called tax. He didn't respond. And I'm thinking like, oh, you know, he's just cutting me off, he's going dark. And all these stories are coming up in my head. And the reality was he was traveling. Doesn't check his phone that much when he's traveling, blah, blah, blah. And, you know, my willingness to reach out the third time triggered him. He's like, oh, let me get back to Doug. And everything that I had fabricated in my head was a story for him. He still loved me. He wasn't like cutting me off, blah, blah, blah. But the imagination could go wild.
- [11:38]
Travis
That's right. Well, it's one of the. One of the four agreements, you know, from the classic book Four Agreements, is don't make assumptions.
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Doug Evans
Yeah. Don't take anything personally. Don't make any assumptions. You know, always do your best.
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Travis
Yeah, it's a great. That's a great one. I want to. I want to jump back into the story real quick here, Doug. So bridge the gap for me between working at the grocery store to your first business.
- [12:02]
Doug Evans
Yeah, so my first real business was after the grocery store. I went down kind of a dark path into being in the streets, being a graffiti writer, being a juvenile delinquent, Just all marginally nefarious stuff, but all acceptable as a teenager in New York City. And then I joined the US army as a paratrooper. So I was a paratrooper in the 82nd Airborne. And in the army, you can't really buy anything when you're out in the field and with the troops, et cetera. And a lot of the guys would go out and drink and go to prostitutes and strip bars. And to me, I just thought that that was a waste of money. And it was depressing to me if someone would only talk to me if I was paying them. So I didn't like that soul. That didn't thing. When I got out of the army, I now had discipline and ethics, and so I wanted to be free. And I knew that by working in these jobs, and I was a waiter, a busboy, clerk in the supermarket, working these hours, and I was trading my time for hours. But I knew that you could never save from those jobs to millionaire status. So I thought, oh, I got to do something. And so my first business, real business, was in the graphic design, computer graphics world. And part of any business is you have to be good in sales. And the way you get good in sales is by selling, Right. So you have to be out there and selling. And so I was selling my graphic design services and my computer graphic services to, you know, like, started to small companies and realized they didn't have big budgets. So I would just escalate up and find, you know, who has the most amount of money, who is the most demanding, and how could you service those clients. And, you know, in my early 20s, I ended up having a multimillion dollar, you know, computer graphics, you know, and design shop, you know, in my early 20s.
- [14:33]
Travis
Wow, that's crazy. So tell me, tell me now, in your entrepreneurial career, how many businesses have you owned, bought, sold? Give me the nitty gritty. The good, the bad, the ugly.
- [14:47]
Doug Evans
Yeah. So the graphic design Business, I was doing million. I had millions of dollars in sales, but I also had partners that were older, and they managed to somehow milk away all the money and the profit. So basically, I had a fancy job in a company that I had started and the like. And that business, I thought was worth, you know, millions of dollars. I thought I could sell my equity. And, you know, in my early 20s, basically, I didn't like the partnership, and I valued my time more than I valued, you know, being stuck and trapped. So I walked. I said, here are the keys. You know, I'm not interested. You know, you keep it. Good luck. I'm willing to start over.
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Travis
Wow.
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Doug Evans
And so then I started another business that was doing consulting, and that's also a hard business to scale, but I had good clients and multinationals and was doing great strategic work and was learning a lot. And for me, the payment isn't all about the money. Is it exciting? Am I learning? Am I being around super smart people? Best in the world. And I remember consulting to. I'd making calls to this global CEO of one of the largest advertising agencies in the world over a year period, that they needed to get involved with technology. The Internet, this conversion from analog to digital, I was expert in that. And then after a year, his secretary calls me in and says, doug, you know, X man wants to meet you. You know, so I came in and he's saying, look, we're having our worldwide directors coming in from la, Sydney, Singapore, Hong Kong, Tokyo, Paris and London. They're going to be here for a week, and I'd like you to give them your view and your vision of what we could be doing technologically. And, you know, and I was like, great. And we start to sketch out a little bit of an agenda. And he goes, what will you charge for that? And in a nutshell, I'm thinking, oh, I'm normally charging $200 an hour, so it'll take me a day to Prep. So it's $1,600. I'll be there for this. So maybe I'll charge $2,000 extra. And then I'm scratching my head and saying, what would the world's expert on technology, what would Nicholas Negroponte charge if he came from MIT to come speak to these executives that were all making, you know, million plus dollars a year? So I said, more than 2,000? Yeah. Pay him 25,000, you know, as a keynote.
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Travis
Right.
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Doug Evans
So I just, like with a straight
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- [18:07]
Travis
this
- [18:08]
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- [18:35]
Doug Evans
I said, it's 25,000. He goes, okay. And boom. And all of a sudden, like my entire life, it was like before and after that moment when someone saw me, someone was willing to pay me and I was willing to actually charge what I was worth.
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Travis
Yeah.
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Doug Evans
And in reality is, you know, I probably spent, you know, over the course of the year, hours and days and selling and following up. So, you know, it, I earned it. It wasn't like charity, but that was a big thing. And then I started Internet oriented design company and there was another company along the way that had raised more capital than we did and they were failing. And we acquired that company for Sandwich, hired their employees, gave them some of our stock and worked on that and then we raised capital and then the investors wanted someone else to come in. And again, things get confusing when you raise capital and you don't really know what you're doing and you're not paying attention to the books, you can easily lose control. The businesses can slip out of your hand like air. It's like trying to grasp air. So even though built the company, we were doing well, acquired someone else, took on their employees. So even though we didn't pay cash, we actually took on the liability of the payroll of these employees. So there's always, you know, hooks, right. And things that you have to clean up. But that was, you know, I would say mediocre. And then this transition, you know, we had a lot of illness in my family, right? So my mother got stomach cancer, my aunt got type 2 diabetes, my father had a heart disease, my brother had a heart attack and had diabetes and stroke. And then everybody but my brother died.
- [20:49]
Travis
Wow.
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Doug Evans
Through lifestyle associated chronic illnesses. And to me, that was like my wake up moment of thinking like, oh, I'm genetically cursed. Like, I may be making money, I may be successful. But there is, you know, a finite amount of time, you know, that we have to live on this planet and that my time is going to go quickly because it's dangerous. We got bad genes. And then I met someone who told me that I wasn't genetically cursed, that I was living a carcinogenic, diabetic, heart disease laden lifestyle. I wasn't sleeping, I was drinking, I was eating unprocessed food. I was eating all these meat, dairy and animal products and I was overweight. And she told me that if I ate fresh fruits, vegetables, seeds, nuts, seaweeds and sprouts that I could change my genes. And I never heard the fancy terms like epigenetics or anything. I just was like, oh, okay, I'll try this. So it was 27 years, it'll be 27 years in April of this year that I've been living that lifestyle. Wow. And that was before plant based was popular, or vegan was popular or anything. And there was no resources for that. So I wasn't thinking opportunistically, oh, I'm going to build a business per se. It was more of like, hey, how can we live this lifestyle? Yeah.
- [22:33]
Travis
How do we solve this problem for ourselves?
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Doug Evans
For ourselves? Yeah. So we ended up hiring a chef to make food for us that was aligned with their. And then, you know, my girlfriend at the time liked community, so we would invite people over and before we knew it, we were having dinners for 50 people and we were serving them fancy fruits and vegetables and charging $100 for the dinner. And people would come. And then, you know, people are like, oh, can I get this? So this was, you know, 27 years ago, long before the food prep and the meal prep. And the people wanted to get what we were eating packaged and delivered to them. And so we actually put up a little shingle. We called it Organic Avenue. And in a 10 year period, it evolved from being in my loft in Chinatown into 10 retail stores across New York City. And we ended up having an eight figure exit to an affiliate of kkr, one of the largest private equity firms. And that windfall set me up for life. Like that moment, my scarcity, my obsessions, my fear, all that was gone as long as I didn't piss it away. Right. Like I was set for life. Right.
- [24:01]
Travis
And then that wasn't it. Either you, you have that and then you basically go, what's the next challenge? Right. So now you have the sprouting company, right?
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Doug Evans
Well, no, no, there was, there was a, a gap in between Travis and this I'll be very vulnerable here. So after we sold Organic Avenue, I started a company called Juicero because I liked fresh juice. And it was a pain to make fresh juice. You had to buy the organic produce. You had to wash the produce, make the juice and clean the juicer. And then invariably you would have extra produce that would be wasted because you never used the whole head of celery, the whole bunch of celery, all the spinach that you'd be buying this produce. And the inventory management just never worked out. So you'd have waste and it wasn't convenient. Right. And sometimes you'd want to juice and you didn't have the produce in there, so you couldn't have it. So I saw that people who had home juicers were using it once or twice a month, but people at an espresso machine were using it once or twice a day. So I studied the process, I knew about the process. And I went from literally running a juice bar to running a 200 person Silicon Valley high tech firm with material and scientists on board, food scientists, mechanical engineer, industrial design, web development. And I designed and launched a business called Juicero, which was a cold press juicing system that required no cleaning because we were making the packs and the business. You know, I raised over $120 million in capital for that business.
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Travis
Wow.
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Doug Evans
And from, from top tier institutional venture capital firms, Kleiner Perkins, Google Ventures, Coca Cola, Campbell Soup, Strategics. And the business as a business was very successful in the early days. We sold thousands of machines, over a million servings were done. But when you're in Silicon Valley, they really want a billion dollar unicorn. So I was a guy that ran a lemonade stand and had vision and like juice. And they thought it would be more prudent to, to bring in a professional operator. So they hired the former chief operating officer of Coca Cola who had ran the Adwala business and the minute made business and you know, 10,000 employees and they think like, oh, this guy knows how to build a business. So they bring this guy in and he fires me. And then, you know, and then the media, like it was a crazy thing like Bloomberg Media, which normally writes about publicly traded companies, because we had raised so much money, they were, we had like a big red target on us. So they look at it and they're saying, oh, well, what's going on here? How could someone possibly raise this much money, you know, for a juice business? Not realizing that if any CPG brand wanted to open up a plant to launch a new line, they'd spend $100 million. But the fact that I did it just was crazy to them. And then they said, oh, you could squeeze the pack by hand, which would be like saying you could pour hot water over an espresso pod. You don't need the machine. And so that ended up becoming like a meme. And spiraled. And then the company got shut. Shut down. They returned capital to investors, and I was like, hey, I put in a lot of time. I put in my. My best work here. If. If I don't feel seen. Yeah. And they don't get that, then I'm done. Like, I'm going to go sit on the bench. So I bought land in Wonder Valley Hot Springs. So I never lived this crazy life of buying Ferraris and jets and that stuff. I was still living in a rental apartment in San Francisco. So even though the business went away, I was still strong. I was sound. And so it hurt, right? And it hurt all those people, all the relationships, the shame of losing the money. But I went to the desert and I bought the hot springs, and I'm soaking under the stars. And then I was like, what am I going to eat? Right. So I didn't revert to eating fast food and junk food. I had my standards. And that's when I got the idea for sprouting. I was like, oh, I could eat sprouts. And in one cubic foot with six jars, I was growing thousands of calories a day of sprouts. Right? And people are like, what's a sprout? Well, the original ancestral foods are seeds. And when seeds germinate, they sprout, and they turn into vegetables in days. And the miracle of sprouting is that you can grow sprouts without soil, sunshine, or fertilizer in almost any environment in days for under a dollar a serving. And although I knew about sprouts, I knew how to grow sprouts. I never took them seriously, because everyone's lazy, right? I could order food. I could go to the supermarket. Why would I grow my own food? But here, the desert challenged me. It was very confronting. So I decided I would grow these sprouts. And then in 30 days, I was just living exclusively on sprouts, getting thousands of calories a day. And instead of feeling famished or emaciated, I was thriving. I was at the peak. So I thought, maybe this is too good to be true. Maybe I'm doing something wrong. Maybe it's a mirage. So I reached out to Dr. Mark Hyman, Dr. Dean Ornish, Dr. Josh Axe, Dr. Joel Fuhrman, Dr. Joel Kahn. And some of these doctors were plant based, some were keto, some were functional medicine. But they all loved sprouts. And with their support, I decided I was going to go to New York, greatest salesman in the world, and I was going to pitch them the Sprout book. And, you know, you could see the sprout book, right? And the sprout book sold 75,000 copies and becomes a national bestseller. And it was launched during COVID Wow. So I had to go on podcasts, I had to go on social media, and I'm, like, working on promoting this book when everyone just wants to talk about COVID and vaccination and not vaccination, social distance. But I navigated through, and I really believed that sprouts could, you know, were so aligned, and it was my intuition to start growing them to then write the book. And then, like, I was like, wow. There has been no development about. Of sprouting in. In. In decades or. Or centuries. Because in this country, like in Asia, they've been sprouting straight since the beginning of time. But in the us, like junk food, processed food, like, the average vegetable in America is traveling 2,000 miles across the country. And sprouts, you grow fresh sprouts, like, right on your kitchen countertop in days for under a dollar a serving. So I felt like, oh, I got to get this out there. And so I went on the Rich Roll podcast. Big podcast. The clips from the Rich Roll podcast. If you go on my Instagram, Doug Evans first clip went super viral. Four and a half million views, 80,000 likes. And people were interested in sprouting. So I was like, okay. I felt like Michael Corleone in Godfather 2. I got to get back in the game, you know? So I was like, okay, I'm going to, you know, I'll start the sprouting company. And now I'm in the sprouting company. We launched two years ago. We've sold over 30,000 sprouters, 60,000 bags of seeds, generated millions of dollars in revenue, and it's becoming a phenomenon.
- [33:22]
Travis
Yeah.
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Doug Evans
And, like, I'm like, I'm happy to share the numbers because I have no fear. I'm not like, fear is scarcity. So I'm like, in an abundant state, and I want to share. But also, I wrote the book, I have the patents, I have proprietary genetics on the seeds. And broccoli sprouts create a compound called sulforaphane. And if you were to Google sulforaphane, it is one of the most researched plant Based compounds that detoxifies benzene and air pollutants from the lungs. It regulates insulin levels for diabetics. It reduces oxidative stress. It kills cancer cells. It naturally secretes GLP1 peptides in the gut that I believe sulforaphane will be bigger than creatine and will approach omega 3s. And so I did all this work, but when I wrote the book, I never heard of broccoli sprouts. I never heard of sulforaphane. But I had my clarity of mission that I wanted to feed the world. Sprouts and everything just started to kind of snowball and develop that flywheel.
- [34:39]
Travis
Yeah, no kidding. I would second that. And it's been something that now has made its way all over social media and sort of becoming a meme, but in a way that's actually beneficial to you. And then also, you didn't allow Silicon Valley, you know, fat cats to come in and cannibalize the. The company because of some crazy notion that you shouldn't be running it. Man. So many cool things in the story, Doug. I appreciate you coming on and sharing. Where can people go to get more. Get more, Doug. Get more sprouts and everything?
- [35:08]
Doug Evans
Yeah. So I'm Doug Evans on. On Instagram, LinkedIn, TikTok. My company is called the Sprouting Book. The Sprouting Company, the book is called the Sprout Book. And this is something that what I could share is something as little and as insignificant as seemingly seeds can actually grow into a multibillion dollar company. And so for anyone who has an idea, like, you have to have the passion, right? You have to have the passion for the business. You have to have the willingness to do the work, but don't let the fact that there's no market there support you. And hard work really has never killed anybody. Right. So I encourage people and invite people that if you want to make money, the money is there to be made, Right? The money's there to be made. I'm going to ask you a question, Travis. When did you make your first million dollars?
- [36:16]
Travis
29 was the first year that I did a million dollars. So that would have been 2022.
- [36:23]
Doug Evans
Okay. And how did you do that?
- [36:27]
Travis
Agency. We started an agency doing podcast bookings for entrepreneurs, authors, people who wanted to get their message out there. People like you who go on and have it go viral. That's kind of the moments that we are engineering for clients.
- [36:40]
Doug Evans
So you were creating value for many, many people along the way, and along that you created wealth for yourself.
- [36:50]
Travis
That is the name of the game, I suppose. Right. It's the value creation that's for everybody else. But I love the story, Doug, especially on the sprouting side, the juice side, like some of these other things, because it's, you don't, you don't have to come up with this, like, world, this, this world changing, brand new proprietary technology to do well, you know, like you just were solving a problem for yourself and then found a unique way to solve that problem for yourself. And then you were like, hey, I should share this with other people. And then other people found it valuable, and then a lot of other people found it valuable, and then the company scaled along with the value that you created. So there's so many just fundamental lessons of entrepreneurship to take away from, from your journey. And I appreciate you coming on the show and sharing all of those things. So if you're listening, go check out Doug Evans over on Instagram. I just gave him a follow during this interview, actually. So join me. Go follow Doug, check out the sprouting company, the, the. The sprout book, everything that he's working on over there and see if sprouts might be something that you and your family might want to start growing. So, Doug, appreciate you taking the time to come on the show. I know you're a busy guy. Do not take that for granted. Everybody else listening. Remember, money only solves your money problems, but it's a little bit easier to solve the rest of your problems when you got money in the bank. So let's solve that one first here on the Travis Makes Money podcast. Thanks for tuning in, everybody. Catch you next time.
- [38:10]
Valspar Advertiser
When you're a pro, you got to do a little bit of everything. A little, a little, and even a little.
- [38:20]
Doug Evans
And it helps to have something that
- [38:22]
Valspar Advertiser
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