0:00

The moment you create a great product, you

0:02

have a duty and an obligation to scale

0:04

fast. Welcome

0:08

to the Bedros Coolian Show. Hey,

0:26

what's going on friends? Welcome to the Bedros Coolian

0:28

Show. I'm Bedros Coolian and today I've got a

0:30

great topic that I've got teed up for you

0:32

guys today. And this is actually a byproduct from

0:34

the feedback that you all

0:36

gave me via the comments and

0:38

the DMs on Instagram and YouTube.

0:40

So let's kick it off. The

0:43

topic for today is really six

0:46

unconventional scale strategies to grow your

0:48

business. And as you

0:50

guys know, I not only coach and consult

0:52

entrepreneurs across various industries,

0:54

helping them scale and grow their business

0:57

to multiple seven figures, eight figures, nine

0:59

figures, but I've also done

1:01

that with my businesses, right? Fit Body

1:03

Bootcamp, TruLean, currently partnered up with Fuel

1:05

Hunt, a couple of software

1:07

companies and my coaching programs, et cetera. And

1:09

so I've been a serial entrepreneur for 20

1:12

years. I enjoy

1:14

the sport of entrepreneurship.

1:17

And I'm a believer in scaling things quickly

1:19

because I really believe guys that when you

1:21

have an idea for a good product or

1:24

service, the moment you have

1:26

that idea and you put it out in the ethers,

1:29

someone else is probably gonna have a

1:31

similar idea and that's just how it

1:33

works. And all of a

1:35

sudden they're gonna produce it. And now it's

1:37

who gets to market quicker, who

1:39

gets the product in the hands of the consumers

1:42

quicker, who has a better product, who has a

1:44

better marketing message, right? And so what I found

1:46

is if I'm gonna create a company, if I'm

1:48

gonna create a business, a product, a service, I

1:51

really wanna do something that it

1:54

can scale quickly. I

1:56

can own the industry or

1:58

at least be one of the dominant. players in that

2:00

industry so that I'm not just clawing

2:03

for the scraps and in

2:05

business to barely get by. Because when you think

2:07

about the number of people that are in business,

2:09

they're entrepreneurs, whether they have a product or a

2:11

service, it doesn't matter. It doesn't matter if it's

2:13

a supplement company or a t-shirt company or a

2:16

coaching service. More

2:19

often than not, like 85-90% of entrepreneurs are

2:21

just getting by, barely breaking even. And I

2:23

often think to myself, like, how many more

2:25

years are you going to do that before

2:28

you realize you can go get a good

2:30

9-5 job doing something and you

2:33

can actually turn your brain off after 5

2:35

p.m. because you know this as an entrepreneur,

2:37

whether you're just barely getting by or you're

2:39

making millions and millions, you're really

2:42

working 24-7-365, right?

2:46

Now, if I'm making a lot of

2:48

money, I don't mind working 24-7-365. And

2:50

when I say 24-7-365, I mean,

2:52

your brain's always working on your

2:54

business because that's what the sport

2:56

of entrepreneurship is. I imagine like

2:58

any other athlete in the world,

3:01

when you're not on the field, you know,

3:03

how you eat, how you train, your

3:05

sleeping patterns, everything you do,

3:07

you still kind of think about the sport that

3:10

you're doing and how can I play at the

3:12

highest level so that I could win and keep

3:14

getting paid big bucks, right? Entrepreneurship

3:17

is the same way. But fuck, if I'm not

3:19

making any money from the

3:21

businesses that I've started, what am I

3:23

doing? Why am I putting this much thought

3:26

and energy and time? Into a business that's otherwise

3:28

not making me money. I might as well go

3:30

get a 9-5 and at that point, make

3:34

good money, not have to stress

3:36

out, turn my brain off at 5 o'clock, probably

3:38

have some kind of health insurance, have some kind

3:40

of pension plan, right? But if you're

3:42

here because you have a product or a service and

3:44

you're like, man, I'm just getting by or my

3:47

business is doing half a million, a million, maybe

3:49

a couple million a year and I want to

3:51

scale quickly and I want to get to that

3:53

tipping point where I'm doing eight figures, nine figures

3:56

and I am a industry dominator than

3:58

this episode is going to be. for

4:00

you. So let's get started. I'm going

4:02

to share with you six unconventional strategies

4:04

and the reason I'm calling these unconventional

4:06

strategies is oftentimes when I

4:08

do my domination year coaching days, right?

4:10

With my coaching clients, when you have

4:13

to coaching sessions upstairs, when

4:15

I share these with them, they're like boom, light bulb

4:17

goes off. They're like, holy shit, I never thought of

4:19

that. So let's dive into

4:21

it and I think this is going to

4:23

be really good information for you to using

4:25

your business. Most of you know me for

4:27

Fit Body Bootcamp, our international fitness franchise. We

4:30

have hundreds of locations worldwide. You know me

4:32

for TruLean supplements, right? You know me for

4:34

Fuel Hunt. You know me for

4:38

Modern Day Night Projects, Squire Program, domination

4:40

year coaching program, BK Live, live events.

4:42

You might know me for companies that

4:44

I've invested in, right? But

4:48

what you probably don't know is

4:50

back in 2003,

4:52

I started a little software company called

4:55

Hi-Tech Trainer. But Hi-Tech Trainer

4:58

was supposed to be an online personal training

5:00

program that you would download onto a Palm

5:02

Pilot. This is before iPhones and Android phones

5:04

back then were still flip phones and so

5:06

you would download it to a Palm Pilot.

5:09

You take it to the gym and you

5:11

could work out and then come

5:13

home and re-upload the program and of course, it

5:16

would give you a better workout for the next day

5:18

and a more difficult challenging workout the next day, etc.

5:20

It would progress you along like a personal trainer but

5:22

in the palm of your hands, right? Except

5:24

the only thing with Hi-Tech Trainer was I didn't

5:27

know much about scaling a business. I

5:29

was like, alright, I'm the CEO. I've got software programmers

5:31

that I've partnered with because I was broke. So if

5:33

you're like, damn, you must have had a lot of

5:36

money to get software programmers. No, by

5:38

the time it was all said and done, I

5:40

owned like 28% of that business. The

5:42

rest was belong to my mentor

5:46

at the time, Jim Franco, who I've talked about on here.

5:49

The software programmers who I

5:51

had met, I gave them equity as well

5:54

and I gave these people equity

5:56

because I didn't have money to pay them.

5:58

So Jim Franco got it. because he funded

6:00

some of the money so that we can get going

6:03

and then the software programmers got paid in equity knowing

6:05

that they're gonna get paid on the back end as

6:07

the product started to make money and

6:09

so I had my small little 28%

6:11

but I understood the model as the business

6:14

gets bigger than 28% of a lot of

6:17

money will go to me. The

6:19

only problem was I didn't know how to scale. 2003 I came

6:22

up with the idea of high-tech trainer right by 2004 late

6:24

2004 we had our

6:30

prototype that would download to Palm Pilots

6:32

which were called PDA's personal daily assistance

6:34

right or personalized daily assistance

6:37

and it was like a basically a think

6:39

what an iPhone apps

6:41

that have like the your managers

6:43

your schedule in your life it was a

6:45

Palm Pilot and so would download

6:47

from your laptop or your computer and then you

6:50

would pay $59 a month to high-tech trainer.com

6:52

like the idea of it was great little

6:55

did I know the iPhone was gonna come

6:57

out in 2007 so the way

6:59

we were trying to grow this thing is we

7:01

were going to conventions we were going

7:03

to kind of laughing about it just

7:05

thinking about it but we were going

7:07

to conventions like fitness conventions and then

7:09

exercise equipment conventions and then health club

7:11

conventions because we're trying to get into

7:13

health clubs and we'd go to

7:16

conventions and we'd buy a 10 by 10 booth and

7:18

you just hope that the right people

7:20

walk by your booth and they

7:22

show interest in what you have and then you can go

7:24

hey did you want this in your health club did you

7:26

want to use this for yourself like we

7:28

can do it for the individual user or you could

7:31

have it at your health club and pay us a

7:33

premium fee and then you can charge your clients additional

7:35

money for using this in your health club the idea

7:37

of it was sound but by the time we started

7:39

to get any kind of traction the

7:42

iPhone came out and when the

7:44

iPhone came out it absolutely destroyed

7:46

high-tech trainer my problem

7:48

was that I was trying to do everything in

7:50

a silo I was like I'm gonna get my

7:52

own online lead so I had high tech trainer.com

7:55

and we had a website and

7:57

granted there was no social media back then

8:00

But we had a website but

8:02

if I knew these six strategies I'm going to share

8:04

with you here, dude, I could have

8:06

scaled high tech trainers so big that

8:09

it probably would have ended up like then

8:11

pivoting into an app that would

8:13

blow up on the iPhone and on

8:15

the Android. But because it

8:17

didn't scale fast enough, it literally

8:20

got gobbled up and

8:22

died. And I think that

8:24

was one of the best lessons for me as an

8:26

entrepreneur because the moment you create a great product, you

8:28

have a duty and an obligation to scale

8:31

fast. And when you

8:33

scale fast, you make a lot of money. Yes,

8:35

you're going to make a lot of mistakes too. But

8:37

when you have a lot of money, you can course

8:39

correct those mistakes and that's a really good thing to

8:41

do. What could I have done differently? Well, I could

8:43

have done thing number one I'm going to teach you

8:45

which is you ask yourself who has my future customers

8:47

and clients. Now imagine with high tech

8:49

trainer if I asked myself who has my future

8:52

customers and clients, I wouldn't have gone

8:54

to a trade show. I would have

8:56

gone right to a big box gym. I

8:58

would have gone to 24-hour fitness. I would have

9:00

gone to back then there was Bally's Fitness. It

9:02

was a big chain of gyms across the country.

9:04

I would have gone to LA Fitness, right? And

9:07

I would have said, hey, you guys have thousands,

9:10

probably hundreds of thousands of members. Only

9:13

a small percentage can afford to work with a

9:15

personal trainer. The rest of them

9:17

probably need some guidance, need some structure, need some

9:19

personal training but can't afford $600 to $1,000 a

9:21

month for a personal trainer. Since

9:25

you already have the audience and they already

9:27

trust you, they pay you a gym membership

9:29

fee, what if we do

9:32

a joint venture and you guys

9:34

become resellers of my high tech trainer

9:36

Palm Pilots and I give you

9:39

33% commission, right? Imagine

9:42

that. So think about this. You

9:44

start asking yourself today, especially with

9:47

social media, podcast, YouTube,

9:49

stages, personalities, influencers,

9:51

you ask yourself who has

9:54

my future customers. See,

9:56

when you make a product, it's the number one question you have

9:58

to ask. Otherwise, you're gonna

10:00

have to go out there and run ads

10:03

and hope with your tiny little social media

10:05

following that you could somehow get one or

10:07

two customers or clients at a time. That's

10:10

gonna take forever. That's called linear growth.

10:13

And because I was on the linear

10:15

growth train with High Tech Trainer,

10:17

I ended up going out of

10:19

business because the iPhone was created

10:23

and the Android was created, Palm

10:25

Pilots went out of business. We didn't

10:27

have enough money in the company to

10:29

change the software language to

10:31

fit the iPhone,

10:33

right? To fit the Android

10:36

apps. I just didn't have the money.

10:38

I ran out of air. In

10:40

business and entrepreneurship, I need you

10:42

to understand that money is like

10:44

oxygen. When you have money,

10:47

you have time and space to make decisions.

10:49

If you don't have money, it's like holding

10:51

your breath. Sooner or later, you're gonna

10:53

die. So when you ask yourself, who has my future customers,

10:55

I'll give you a great example of this that I use

10:57

in modern times. In

11:00

2018, I wrote my book, Man Up. And

11:02

I was writing it, actually

11:04

in 2018 is when my book

11:06

launched, right? It was published in 2018, September 18, 2018. However,

11:11

I was writing the book in 2015. By

11:15

2016, I had a publisher. Now,

11:18

my Instagram following back then was probably about

11:20

five or 6,000 followers about

11:24

two years before my book launched. So I'm talking 2016.

11:27

That's not enough followers to create a best-selling

11:30

book, a New York Times bestseller, a Wall

11:33

Street Journal bestseller, an Amazon bestseller. And

11:35

so I knew that. So I asked

11:37

myself, who has my future customers? And

11:40

that two-year period, while I'm working with my

11:42

publisher and refining the book, and

11:45

we're setting up a publishing date for the future,

11:47

which ended up being September 18, 2018, during

11:51

that two-year period, I went to my marker board,

11:53

and I was like, all right, let me make

11:55

a list of everybody who I think has my

11:57

future customers. And I started writing lists like names.

12:00

of podcasts, of YouTube

12:02

shows, of Instagram accounts

12:05

that have to do with success, personal

12:08

development, business, right?

12:11

And I was like, man, I got to get to

12:13

know all these names. I ended up

12:15

coming up with about 16 or

12:18

17 names that finally were

12:20

like, alright, if these people can

12:22

promote my book, then

12:24

I'm going to be a bestseller because

12:27

they had my future customers. And

12:30

it was that they already listened to

12:32

their podcast, watch their YouTube show, hang

12:34

out on their social media. That means

12:36

they're trusted. They had the no like

12:38

and trust factor. So why would I

12:40

go and do cold marketing to

12:42

try and promote my book by buying ads when people

12:44

see an ad, they're like, who's this guy? I've never

12:47

seen this guy before. He's selling a book called Man

12:49

Up, never heard of him. I'm going to take a

12:51

pass on that, right? Like why would

12:53

they buy a book? And so you can imagine

12:55

like for every like 500 people that would see my ad,

12:57

maybe one would buy a book. That's not going to make

12:59

it worth my time. And with a

13:01

5,000 person following on Instagram, and

13:03

I think on YouTube at the time, I probably had like seven

13:06

or 8,000 subscribers. It

13:08

wasn't like I was going to make my book

13:10

a bestseller. And

13:12

so I knew that I had to attack that list

13:15

for that two year period and build relationships. And

13:18

I think that's what you guys forget to do. You

13:20

don't realize that people or platforms out

13:22

there already have your future customers. And

13:25

they are willing to promote your book as long as

13:28

it's or your product or your service, as long as

13:30

it's not a competitive thing to them. Now

13:32

obviously, if you've got a supplement company,

13:35

you wouldn't go to another supplement company

13:37

CEO who has a big platform or

13:39

podcast and say, hey man, will you

13:41

promote my supplement company? That's

13:43

not going to work, right? But imagine that if you've

13:46

got a supplement company

13:49

and I'm co-owner of a apparel

13:51

company, and let's say I didn't

13:53

own truly supplements, well,

13:56

don't you think Fuel Hunt might be willing

13:58

to do a joint venture with your

14:00

supplement company and maybe do a little

14:03

bit of a cross promotion

14:06

and expose your great book or

14:08

your great supplements or your great

14:10

product or service to their audience

14:12

in exchange for you to expose

14:15

them to your audience, of course they would.

14:18

The problem is you don't think about doing that because

14:20

you don't realize that other people are willing to help

14:22

you. But they're only willing

14:24

to help you when you understand this concept, friends

14:27

making money with friends. That

14:30

is the most important thing I need you to understand. You

14:33

can't just go to someone that's got a

14:35

million subscribers, a million followers, 200,000

14:38

followers, whatever and be like, hey man, I love your content,

14:40

can you promote for me? It doesn't

14:42

work that way because I

14:44

can tell you from my personal experience, I

14:46

literally get hundreds of people in my DMs

14:48

every single day asking me

14:50

questions, wanting me to promote something for them, wanting

14:52

me to joint venture with them, wanting me to

14:54

take equity in their business and it's like why

14:56

would I do that when I have 100% equity

14:59

in my businesses, when I have equity

15:01

in a business that I actually believe in

15:03

already, right? But if you

15:05

were willing to take a couple years like I did

15:07

from 2016 to 2018, I attacked that list

15:11

of 17 names and

15:13

of that list, I only knew two of

15:15

those people sort of. I

15:17

had spoken on stage with two of those people

15:20

once before. So I'd seen them in

15:22

a green room but I didn't really have a relationship where I

15:24

could really reach out to them and be like, hey, would you

15:26

promote for me? What I did

15:29

is I took time to

15:31

get to know them. I started commenting on their social media.

15:33

I started posting stuff on my social

15:36

media platforms and then tagging them and

15:38

giving them love and recognition. I

15:40

started to send them DMs of like thank

15:42

you and gratitude for that post, for that

15:45

podcast episode, for that YouTube show you put

15:47

out. I figured out what their

15:49

address was for their home or for their business and

15:51

I sent them something in the mail. During

15:54

that two-year period, I sent more steaks from

15:56

Debraga, which is an amazing butcher

15:58

shop out in New York. York, I sent

16:00

more steaks from de Braga during those two

16:03

year period than any other time in my

16:05

life. I would send food

16:07

to them and it was just notes

16:09

of gratitude. I would figure out how I would

16:11

add value to their life. I just came with

16:14

so much goodwill and value to

16:16

those 17 names that

16:18

when my book launched, 16

16:21

of the 17 actively promoted my book

16:23

within that two week launch period. That's

16:26

how my book Man Up became a best seller. That's

16:29

how it popped off on Amazon. That's

16:31

how it gets recommended when other people buy business or

16:34

self-development books on Amazon. It's like, hey, you also want

16:36

to get Man Up. Hey, you also want to get

16:38

Man Up because when you're able

16:40

to scale that quickly, it sends

16:42

a message to social media that this book,

16:44

this product, this service, this whatever it is

16:46

that you have is

16:49

worthwhile. And so if

16:51

you take the time and you start thinking

16:53

about what network you can build, and

16:56

your net worth will accelerate,

16:58

right? That is scaling. Thing number two,

17:00

the 5% rule. Y'all got

17:02

to follow the 5% rule. I created the 5% rule

17:05

many years ago. And the whole idea is this. If

17:07

you and I have the same identical business, we

17:10

have the same amount of money, we have the same

17:12

level of intelligence, we have the same number of networks

17:14

and contacts, and then we have the

17:16

same amount of money, right? Marketing

17:19

dollars. And then we launch on the same

17:21

day. If

17:23

you are working eight hours a day in

17:26

your business, doing the

17:28

accounting, you're packaging up

17:30

and selling, sending the product by

17:33

going to the post office or to FedEx, you're

17:35

doing everything eight hours a day. I'm working the same

17:37

eight hours a day. But

17:40

I have decided that I

17:42

might give away maybe 10% or 15% equity

17:44

in my company to some people who

17:47

can work the warehouse. I

17:49

might figure out how to get a side job on the

17:51

weekends to make extra money so I can pay an accountant

17:55

to do my accounting, write my P&L

17:57

reports. I'm not going to work on

17:59

100% equity. of the business. I'm going to work on 5%

18:02

of the business that really matters for

18:04

those eight hours a day. So imagine this, you're working on

18:06

100% of the business doing

18:08

everything. You make the product, you

18:11

package up the product, you go ship the

18:13

product, you maybe get on the phone

18:15

and do customer support and service. If you have

18:17

a couple employees, you're handwriting checks, right?

18:19

You're doing all that trivial stuff. Whereas

18:22

for the same eight hours a day, I'm just

18:24

focusing on the 5% that matter and you're probably

18:26

wondering what is the 5% that matter,

18:28

Baderos. DLC,

18:31

remember that. My 5% is

18:34

DLC. Delegate, lead

18:36

and create, right? I'm

18:38

going to delegate the other 95% to

18:42

anyone else that I can. Even if I have to give

18:44

off equity, if I have to get a side job on

18:46

the weekends and make extra money

18:48

so I can hire a part-time assistant, a

18:50

part-time warehouse employee, a part-time social media, you

18:52

know, ad buyers so I don't have to

18:54

go and buy ads. I can

18:57

hire an ad agency who can actually do it

18:59

right. You know what I mean? If

19:01

I have to give off a little bit of equity, I'm willing

19:03

to do that, right? And

19:05

now for that eight hours a day, I'm working on the 5%

19:07

that matter that actually move the needle.

19:09

That eight hours a day, you're working on 100% of

19:11

the things. Well,

19:14

guess what? After a month, I'm going

19:16

to be far more ahead

19:18

of you in terms of revenue

19:20

and reach because I worked on

19:22

the critical few while you

19:24

were working on the trivial many, right?

19:27

Now you're like, well, yeah, but there's I

19:29

take pride in doing that stuff. Don't

19:33

take pride in doing that stuff. The

19:35

5% is all you have to do.

19:37

Delegate, lead and create. So you delegate

19:39

out everything that you can that doesn't

19:41

fall in your zone of genius, right?

19:44

Now, I can't delegate out doing this

19:46

podcast. I can't delegate out doing

19:48

my private coaching sessions upstairs when my half

19:50

day coaching clients come in, right? I

19:53

can't delegate out a

19:55

lot of things when I'm going to speak on stage at a

19:57

live event or at one of my events, but

19:59

everything else. Like I walk in here into

20:01

the studio, it's already lit up. Ed's

20:03

behind the camera. The team's sitting

20:06

there taking notes. Like everyone's doing

20:08

their thing. And I just have

20:10

to take my content and

20:12

deliver it to you. That

20:14

is my zone of genius. That's my 5%. Now imagine

20:16

if I had to like, figure out setting

20:18

up the camera, setting up the lights, write

20:21

my own captions and my stuff for the

20:23

YouTubes and the podcast, right? And then edit

20:25

this video, like fuck. That

20:28

is not my zone of genius. That is their zone

20:30

of genius. And they need to be delegating stuff out

20:32

that is not in their zone of genius, right? Like

20:34

if they're like, well, I'm gonna go to the store

20:36

and go buy a hard drive because we need more

20:39

hard drives. Now don't go to the store. Like

20:41

delegate to my assistant and say,

20:43

hey, I need a hard drive, this one from this

20:46

website, buy it. That way they

20:48

can spend more time behind their laptops doing what's in

20:50

their zone of genius and their 5%. And

20:52

the moment you start thinking about that 5% rule and

20:55

start delegating everything else and then

20:57

leading your team, right? DLC. You

21:00

lead your team by giving them

21:02

their marching orders, by empowering them to

21:04

take action on the things that are gonna move

21:07

the money and the meaning needle. And

21:09

then the C part is to create, to

21:11

create content like we're doing now. Because

21:14

the more content that you

21:16

create across Instagram, TikTok, Facebook,

21:19

YouTube, podcast platforms, the

21:22

more visibility you're gonna get. And

21:25

if you have more time because you've delegated the

21:28

other 95%, then

21:30

you can create more content, which means

21:32

you get an advantage

21:34

over your competitors. If

21:37

you're putting out 10 pieces of content

21:39

per week and your competitor who's

21:41

doing everything, like 100% of the work, is

21:44

only putting out two pieces of content per week, well,

21:47

shoot, you're being seen like 300% to 400% more,

21:49

right? That

21:52

means you're gonna have a three to 400% higher

21:54

probability of selling more products

21:56

and services, right? So

21:59

remember the 5% rule. That's thing number two,

22:01

the 5% rule, delegate, lead, and

22:03

create, and then outsource everything else.

22:06

Scale strategy number three, replace how

22:09

and what with who. This

22:12

is one of the more recent lessons I've learned.

22:14

When I say recent, probably more in the last

22:16

like six, seven years, right? You

22:19

heard me say this before, I used to be the

22:21

CEO of Fit Body Bootcamp. Now I'm

22:23

just the founder of Fit Body Bootcamp. While

22:25

technically I'm still the CEO of Trueling Supplements,

22:28

really, Jeff Rosenquist, who's my VP,

22:30

does all the CEO work. And down the

22:32

line, he'll actually get the promotion to CEO

22:34

and I'll be the founder again. I just

22:37

want to be in the founder seat, right?

22:40

When I was in the CEO seat, I found myself

22:42

having to do a lot of the day-to-day work and

22:45

managing and leading of people. The

22:47

point I'm making is when

22:50

you are the person in

22:52

the driver's seat, you

22:54

find yourself saying, well, how do I need to

22:56

do this to get more clients, right? Maybe it's

22:59

how do I create a YouTube show? Maybe

23:01

it's how do I buy more traffic? Maybe

23:04

it's how do we create better systems? How

23:06

do we find a warehouse that can take

23:08

over our shipments because we've outgrown the

23:10

other warehouse? So whether

23:12

you're asking how do I do this or you ask

23:15

what do I need to do, those are

23:17

the wrong questions. You have to

23:19

say who do I need to get, right?

23:23

When you say who do I need to get, in

23:25

my head, I was like, I need to get a CEO. And

23:28

if I can get Bryce as my CEO, maybe

23:31

I pay him and I give him

23:33

some equity in the company and he

23:35

runs the business as the CEO which

23:37

frees me up from leading and managing

23:40

the team, from leading

23:42

and managing the business so that

23:44

I can do more of this which is

23:46

to delegate, lead, and create. I

23:49

want to lead my leaders and let

23:51

my leaders lead the teams. And

23:54

those teams lead the systems, right?

23:57

You might think that your employees or your teams

23:59

are running. your business, they're not. And if

24:01

they are, then you're going to royally screw

24:03

up. If you want

24:05

to scale faster, you have to have systems.

24:08

Systems scale your business, your

24:11

teams, your people run the systems, right?

24:14

That way, if I have a system, the

24:16

system's not going to get fired or the system's not going to

24:18

quit. Now, if an employee gets

24:20

fired or if an employee quits, I can bring in

24:22

a new employee as long as they're competent, they can

24:24

run the system. But if someone's

24:27

like doing all the work themselves and

24:29

they haven't systematized or created a process for something,

24:31

when they get fired, the system or the process

24:33

goes with them and now I'm stuck. This

24:35

has probably happened to you where you feel like, man,

24:37

I'm held captive by one of my employees. I feel like

24:40

I can't fire them and or if

24:42

they quit, I'm going

24:44

to be stuck. My business is going to slow down.

24:46

Well, that's because you haven't created a process. Why

24:48

don't you document the most important processes?

24:51

It's probably going to be lead acquisition,

24:53

lead conversion, which is sales, right? Retention,

24:57

referral generation, support,

25:00

like customer-client support and

25:02

then probably something where it's like

25:04

regeneration. How do I make more money from them?

25:07

How do I take that customer and make more

25:09

money from them? So, more value adds to them,

25:11

right? But if you're not

25:13

thinking about who, you're just thinking about what

25:16

do I need to do and how do I need to do it, you

25:18

end up being the bottleneck in your business. But if

25:21

you think about who do I need to get? So,

25:23

think about this. If you're like, you know what, I'm

25:25

inspired. I'm going to create my own podcast. I'm

25:28

going to create my own YouTube show. You've inspired

25:30

me to create content. I'm going to put up

25:32

one short every day like you always say. I'm

25:34

going to put up two long form episodes on

25:37

YouTube a week and I'm going to put up

25:39

one long form podcast on the podcast platforms a

25:41

week. I'm like, cool. You're like, so what cameras

25:43

do I need? What mics do I need? What

25:45

editing software do I need? What skill sets do

25:48

I need to learn? Right?

25:50

Remember I said, what or

25:52

how do I edit? Wrong questions. Who can

25:54

do this for me? I want you to be

25:56

able to walk into your studio, whether that's

25:58

your living room or or wherever your little

26:00

office somewhere or your big office

26:03

somewhere and then just get it done. Because

26:05

if you truly believe in your product or service and you

26:08

know that if you put out enough content that

26:11

you will start gaining followers

26:13

and subscribers and then you

26:15

can start converting them into paying customers and

26:17

clients, then it makes sense

26:19

to hire a part-time videographer for

26:21

a thousand bucks a

26:24

day, right? If it's a thousand bucks a day

26:26

and you're gonna hire them for two days a month and

26:30

maybe you batch process a whole

26:32

bunch of content in each of those

26:34

days and then they charge you another 500

26:36

bucks to go and edit that. So now for $2,500 a month,

26:40

you've got your entire show canned

26:43

and cloned. All you have to

26:45

do is come up with episode topics and ideas

26:47

and then they are gonna film, they're

26:49

gonna light it up, they're gonna make sure the mic works,

26:51

they're gonna make sure the editing is done well and

26:54

then they give it to you in a Dropbox link or some kind

26:56

of a Google Drive where then you

26:58

or another teammate, hopefully that you can

27:00

delegate to, can upload that content as

27:02

needed. You see the value of that,

27:04

right? So you always need to ask yourself,

27:07

who? Who can do this for me? Who can do

27:09

that for me? Who can do this for me? And

27:11

how can I compensate them? You always

27:13

think that compensating someone is an expense, it's

27:15

not. It is an asset

27:17

if the content they create helps convert.

27:20

So if I'm paying, let's say I'm new at this and I'm paying

27:22

someone $2,500 a month to

27:24

help create content and edit for me and

27:27

they're filming and editing and making sure the audio is right.

27:30

Well, dude, now all that time that

27:33

I was gonna use on

27:35

filming and editing and lighting the place

27:37

up and the microphone, all those

27:39

skill sets that I had to learn, I could

27:41

actually go do other stuff. I could actually drive

27:43

traffic for the business. I could actually have call

27:45

to actions on my social media that move people

27:48

to a conversion conversation, move them into my DMs

27:50

and start conversing with them, getting on the phone

27:52

with them, closing them on the product or service.

27:54

I can move them to a website, a top

27:56

of the funnel, where I can then take them

27:58

through a website, Bill

30:00

Gates was like, all right, Apple

30:03

is a better product, but instead of just

30:05

trying to brand Apple like we've tried before

30:07

and it failed, he started

30:09

branding himself. Steve

30:11

Jobs put himself out there and

30:13

as he put himself out there and he became likable,

30:17

he became someone who knew how to orate

30:19

and share good content in

30:21

terms of from stage when he would launch a product

30:24

and soon you're like, you know what, I like what this guy stands

30:26

for. I'm going to buy the product. Same

30:29

thing goes for the Rock, Dwayne

30:31

Johnson, right? He figured out very

30:33

quickly that he is a brand.

30:36

So rather than just trying to grow the

30:39

tequila company on its own,

30:41

Termana or Zoa, the energy

30:43

drink company that he has, he

30:46

brands himself and in

30:48

his content that he has out there, he

30:51

places the product in it because

30:53

we all like the Rock. We

30:56

all want to see what he's doing.

30:58

We all want to take

31:00

a peek into his life and we're like, oh,

31:02

he's working out and drinking a Zoa energy drink.

31:05

Oh, look, he's taking a break after

31:07

a long week and he's relaxing

31:09

with a shot of tequila,

31:13

his brand of tequila. Oh, look, he's

31:16

doing something else and he's wearing like

31:18

the Rock and Under Armour cross-promoted pants,

31:22

shorts, shirt, cutoffs, shoes,

31:25

whatever, right? Like

31:27

the dude is branding himself so well

31:29

across social media and then baking

31:32

his products and services into

31:34

his posts. You see

31:36

how that works? And you think about what

31:38

we do with this show. I

31:41

created the Truly Wellness Shot, right? We

31:44

created this with like

31:47

every awesome freaking ingredient possible.

31:49

And then what did we do? We run an

31:53

offer on this show, right?

31:55

Use code BADROES, get 50% off. Your

31:59

first subscribe and save. And

32:01

then you get 20% off ongoing, you get free shipping. If

32:04

you don't like the product after trying it for 30 days,

32:07

just let us know you get your money back. Like

32:09

that is the most irresistible and awesome offer

32:11

I can make you. Like

32:14

I'm gonna bake the commercial,

32:16

the product, into the show, into my posts.

32:18

And when I do and I make an

32:20

offer, you're probably gonna buy it if you know,

32:23

like, and trust me. But if you're like, man,

32:25

I think he's shady, man, I don't think

32:27

he's like legit, man, I don't think he

32:29

really puts all the great ingredients in there

32:31

like he says, then that's a

32:33

different story. So that we should talk

32:35

about. If you're branding yourself and you're

32:38

a douchebag, or if your product or service

32:41

is crap, and it doesn't meet

32:43

the expectations of the customer, the consumer, like

32:45

if you're promising a unicorn and delivering a

32:47

donkey, you're out of line. Your

32:50

product must be like a

32:53

10 out of 10. You

32:55

better promise a horse and deliver a

32:57

unicorn, do not promise a unicorn

32:59

and deliver a donkey. Like that

33:01

part is super important. And a lot

33:03

of you forget about that because then you get so caught

33:05

up and try to build your social media, the

33:08

customer client experience is lousy. Like

33:11

I know for a fact because we've got

33:13

literally thousands of people taking the Trueling Wellness

33:15

Shot. Like we've now sold over a million

33:17

of these, right? And

33:20

we've got thousands and thousands of people that

33:22

are on the Trueling Tribe subscription club. And

33:25

they stay on that for months at

33:27

a time because the product works. If

33:30

the product didn't work, and if there

33:32

was no likability and relationship between you and

33:34

I, I wouldn't be

33:36

able to bake in the product in

33:39

the content that I'm creating. It wouldn't make

33:41

sense. And so then how

33:43

would I scale the Trueling Wellness Shot even further?

33:47

Great question. I would go back to

33:50

point number one on this list, which

33:52

is who else has my customers? Well,

33:54

okay, Baderos, I've got my own customers,

33:56

right? I got a million people on

33:58

Instagram. I've got whatever, six. hundred, seven

34:00

hundred thousand on YouTube, podcast is top

34:02

five and blowing up. Great, but that's

34:05

still operating in a vacuum, in a

34:07

silo. That's just my own ecosystem. Are

34:09

there other podcasts, YouTube shows,

34:13

Instagram accounts that would

34:16

likely promote the wellness shot in

34:18

exchange for a commission for

34:20

the sales that they drive? If they

34:23

did the same promotion that I'm doing here on the

34:25

show, probably do you think

34:28

that we are actively now reaching out?

34:30

My team is reaching out and

34:32

getting other influencers and

34:35

creators to use the product.

34:37

And if they like the product and believe in

34:39

the product, we're making them an offer to promote

34:42

it on their show, on their platform, because

34:44

they already have my future customers. Why

34:47

would I just go run ads, cold ads

34:49

to cold audiences who don't know Trulene, who

34:51

don't know me yet? Right? I

34:54

want to infiltrate the audience of

34:57

other people who are already trusted, where

34:59

the audience and the creator

35:02

already have a relationship. And

35:04

when you do, that's like fishing with a nuclear

35:06

bomb, guys. I want you to

35:08

fish with the nuclear bomb and not just a fishing

35:10

rod like I did with HiTek trainer. The

35:13

reason HiTek trainer never made

35:15

it is because I was on

35:17

the linear path. I want you

35:19

to have exponential growth. exponential

35:22

growth comes from testing out what works in

35:24

your ecosystem and we found the offer that

35:27

works for Trulene wellness shots and

35:29

then scaling that across other platforms,

35:32

podcasts, YouTube shows, influencers

35:34

on social media, right? That's

35:37

the model. So, it is

35:39

very, very important for you guys to understand that. So,

35:42

if you can brand yourself and

35:45

then sell your product through your brand, then you

35:47

probably want to go, how do I brand myself?

35:51

What is it that you do every day? How do you stay fit? What

35:53

do you eat? Where do you go? What

35:57

books do you read? What music do you listen to? There's

35:59

so much you can share. Everybody, all social

36:01

media is, is like a tiny

36:03

little channel of a

36:05

reality show. Like share your life's

36:07

reality show. Be interesting. Ask

36:11

interesting questions. I'm not

36:13

saying like be sensational and polarizing where like now

36:15

half the people hate you. What

36:17

I am saying is like you probably

36:19

have some interesting stuff going on in your life. You're

36:23

just too chicken to share that on social

36:25

media. And when you guys

36:27

do, most of you are just

36:30

so poorly structured in the way you share it.

36:33

It's inconsistent. You're all over the

36:35

map. You don't do it long

36:37

enough to gain traction and then you quit

36:39

and give up and you're like see it didn't work. Like

36:42

what if I said just do it for the rest of your life? Like

36:45

one of my coaching clients, her name is Snezge,

36:47

she's a gangster at this. She

36:49

signed up with me on the domination of

36:52

your coaching program about I think nine months

36:54

ago. Nine months ago. She

36:56

drops a hundred G's, right? She

36:58

owns a gym in Brea, California out here,

37:00

Aucletics. And she's like hey

37:02

my gym is doing good but I also want to

37:05

do online coaching. At the time I think she maybe had

37:07

a thousand or two

37:09

thousand people following her

37:11

on social media, on Instagram specifically. I was

37:13

like alright, one of her many

37:15

marching orders that I gave her was you're

37:18

going to create content and

37:20

you are in great shape. You

37:22

have a very polarizing personality,

37:26

like she's no bullshit, she's

37:29

direct and she's brutally honest. I

37:32

go but on social media I can tell you're holding back.

37:35

But here in person during this half day and

37:38

when we've gone out to dinner I see

37:41

how you can bring the thunder. If

37:43

you can bring that same energy to social

37:46

media every single day on every single topic,

37:49

your shit's going to blow up. Well

37:51

here we are nine months later, she's got 30 or

37:53

40 thousand Instagram

37:56

subscribers. Her business

37:58

now, because I just did a coaching. call with her yesterday,

38:00

in nine months went from zero to

38:02

$40,000 a month. Her online coaching business,

38:07

not her gym, her gym is

38:09

growing too. Just the revenue from

38:11

her online coaching business went from $0

38:13

a month in nine months to

38:16

$40,000 a month. And

38:18

by the time February ends, right,

38:20

February of 2024 ends, she'll have hit $60,000 a month

38:22

in reoccurring money. Like

38:29

that is life changing money. And it's all

38:31

because she built her personal brand. And

38:34

of course now part of our marching order is who

38:36

else has your future customers? What can you do to

38:39

do the next thing that I'm going to teach you, right?

38:42

Which is number five, which is to

38:44

create and collaborate. So

38:47

not only create content on your platform,

38:49

on Instagram, on YouTube, for

38:52

podcasts, for TikTok, that's still

38:54

remember working in a silo in your ecosystem.

38:57

I said, what can you do to create and collaborate

38:59

with others? Who else out there

39:01

shares your message, does what you do,

39:03

but maybe they do nutrition and you

39:06

do training. Maybe they do

39:08

apparel and you do training. Like maybe that maybe

39:10

someone's got like a 250,000 person Instagram

39:15

page and they sell workout clothes or

39:18

workout gear or supplements,

39:21

but they don't have anyone doing the nutrition

39:24

or the online coaching piece. What

39:26

can you do to start using their product, shouting

39:29

them out, showing them love,

39:31

building relationships and then collaborating

39:33

together to joint promote now that you have

39:35

a bigger following. Boo, right?

39:39

Don't be surprised when whatever

39:41

30, 40 episodes from now,

39:44

I'm like, hey, guess what? She

39:46

is now making $200, $250,000

39:50

a month. Just like

39:52

Rachel Shearer. I've told you guys about Rachel Shearer.

39:54

I've told you guys about Tony Stefan, both

39:57

of them, online coaches. making

40:00

like four or five thousand dollars a month

40:03

and today making multiple six figures a month Simply

40:07

because of the strategy I'm sharing with you

40:09

here, right? But when you're

40:11

not building your own personal brand when you're not

40:13

networking with others when you're not creating and collaborating

40:15

with others When you're not doing the 5% of

40:18

the work that you need to do like just focus on the 5% for

40:20

the eight hours a day So

40:23

imagine that imagine for just eight hours a day like

40:25

you pick one day a week eight hours a day

40:27

You're just adding value to the people's lives that you

40:29

want to eventually get to know and connect with Because

40:32

you've delegated all the other work, right? The other

40:34

95% is being delegated so you're able to do

40:37

that all day long Think about how many people you

40:39

can reach out to how much love and support and

40:41

connection you can make Listen,

40:43

I stopped taking all of those and

40:46

I started taking this the truly wellness

40:48

shot In fact, I created this because

40:50

I was sick and tired of every

40:52

morning taking 11 different Supplements

40:54

like turmeric ginger cayenne

40:57

pepper black pepper vitamin b12 echinacea vitamin

40:59

C Zinc, right think about this if

41:01

you want to improve your immune system

41:03

If you want to fight off inflammation

41:06

in your body so that you have better

41:08

gut health You have more energy your joints don't

41:10

hurt then you're gonna want to take all those

41:12

supplements And I was taking it twice a day

41:14

every day And so when we

41:16

created the truly wellness shot we cut no corners

41:18

and we spared no expense And

41:21

so in this you've got something that's gonna not

41:23

only help boost your immune system But also fight

41:25

off inflammation because if you're a high performer And

41:28

if you want to get more done if you

41:30

want to stay more focused if you want to

41:32

make sure that you don't get Sick as frequently

41:34

then you have to care about your immune system

41:37

and you have to fight off inflammation especially

41:39

if you're an entrepreneur and you're high performing

41:41

and you have a Stressful work

41:43

day from time to time, right? And so here's what

41:45

I want you to do You're gonna click on the

41:47

link in the description box or go to trulene.com And

41:51

you're gonna use the code word bed roast and

41:53

when you use my name bed roast you'll get

41:55

50% off your first Subscribe

41:58

and save bundle For whatever reason,

42:00

you don't like the truly wellness shot, which I've

42:03

yet to meet anyone who doesn't, then

42:05

let us know in your first 30 days. We'll give you

42:07

a full refund. Part ways as friends.

42:09

Fair enough? Go check it out.

42:11

Use the code word bedros. Get 50% off. Lastly,

42:15

strategy number six, to

42:18

scale your business exponentially. Learn

42:21

to lead and not just manage. Most

42:24

of you think that because you have

42:26

the title of CEO or founder or

42:28

boss, you think you're the leader and

42:31

you're not really leading. You're

42:33

micromanaging your people. You haven't

42:36

empowered them to do what they

42:38

need to do on their own. That

42:41

is leadership. You're micromanaging

42:43

them, right? Like, I'll give

42:45

you a great example. I'll use this podcast again as an

42:47

example. I've empowered my

42:50

team here. There's one, two, three, four of them here

42:52

in this room. I

42:54

didn't tell Ed what angles he should shoot from.

42:59

I've asked them that I'd like two different angles.

43:02

I said, here's how I kind of see the set looking when we

43:05

started making this. I'd like two different

43:07

angles. He's like, cool. I'll

43:09

figure out the two angles that work best. I've

43:11

empowered him. Same

43:13

with the editing. In fact, the only time

43:16

I gave him editing, hey, Ed, remember when

43:18

I told you, hey, let's do the quick

43:20

cuts and just get right to the

43:22

meat of the content? That was the marketing one that

43:24

I taught maybe like, I don't know, six or seven

43:26

episodes ago. You guys absolutely shat

43:28

on it. You guys said it was horrible. It was

43:31

awful. Who edited

43:33

your shit? That was my fault. I literally told

43:35

Ed, like, dude, take all the stories out, take

43:37

all the bullshit out. Turns out,

43:39

you like the bullshit. You like when I talk about gelatinous

43:41

titties. You like when I talk about the sprinkled Cheeto dust

43:44

in your belly button. You like when I get up your

43:46

ass. You like when I tell you stories about my life.

43:48

I didn't realize that. I apologize. I told Ed, let's

43:51

just carve all that out instead of making like a

43:53

30, 40 minute episode. Let's

43:55

just drill it down to the meat of the content. And

43:58

man, when I tried to micro- micromanage ed, that

44:01

was a great example of do not

44:03

micromanage someone. It backfired

44:05

and you guys shat on me in the

44:07

comments and I love the relationship we have.

44:10

Go for it. And as you can see,

44:12

the next episode we fixed, right? We fixed.

44:14

So the point here is you think you're

44:16

leading but you're not. You're micromanaging and the

44:19

reason you're micromanaging is this because

44:21

I can do a whole episode on leadership and

44:23

management, right? Of people. So we

44:25

can't go on here but what I want to tell you

44:27

is the overarching view. Like when you are leading people, each

44:29

of them know what to do and they go out and

44:31

do it. Same with the

44:33

people like Lauren and Andrew who

44:36

are sitting right across from me here. They are

44:40

taking this content and

44:42

they are writing the description for

44:44

YouTube for the podcast. They're making

44:47

the thumbnail. Nine out of

44:49

ten times, I'm good with the subject line

44:51

and the headline of the thumbnail. Maybe

44:54

I'll say switch this or change that when they

44:56

run it by me but I have

44:58

to empower them because

45:00

they're doing the research. They have a better

45:02

pulse on what is going to get the

45:04

click and the listen than I

45:06

do. Now if they

45:08

try to micromanage me and they're like hey, you know, have you

45:10

tried this? Well, I

45:13

don't deliver that way. I deliver this way, right?

45:16

And so it won't work. And so

45:18

understand that when you're leading, you get

45:20

the right people who are bought into your vision,

45:22

you teach them how to do

45:24

their job and then you empower them

45:26

to do it. When

45:28

you're managing someone, you're

45:30

no longer leading. You're in the weeds. You're

45:33

doing the driving. They're just doing the work and

45:35

they feel like they have to run everything by

45:37

you every second and that

45:39

ends up creating a bottleneck because there's only one of you and

45:42

maybe five, ten, fifteen of them. Like I

45:44

said, just in this room, there's five of

45:46

us and this is just for my

45:48

personal brand. Like never mind the team for Fit Body

45:50

Boot Camp, the team for Truleen, the

45:53

team for all the other products and companies that

45:55

we have, right? And so I

45:57

can't be the micromanager. I have to learn to lead and when I

45:59

lead, I empower. And when I empower, it

46:01

gives them the freedom and

46:03

it gives them the creative space to go, hey, I got an idea.

46:05

This might work. And guess what? Oftentimes,

46:08

the ideas that they come up with does

46:10

work because they have a better pulse on

46:12

what's happening in their own zone of

46:14

genius and their own section that they're in charge of.

46:17

They have a better pulse on it than I do.

46:20

So once you realize that, that your job is really

46:22

to figure out who has my future customers.

46:24

Like if you want to scale your business, those are

46:26

the six things you got to do. Who has my

46:28

future customers? What is the 5%

46:30

that I need to focus on and I can delegate

46:32

the rest? My job is to delegate, lead, and create,

46:34

right? You replace the how and the what with who

46:36

can do this for me instead of how do I

46:39

do this or what do I need to do? Who

46:41

can do this for me? Number

46:43

four, brand yourself and not your

46:45

business and brand yourself consistently, right?

46:48

Number five, create and

46:51

collaborate with others who have your

46:53

future customers. And

46:55

then number six, lead your people

46:57

and don't just micromanage them. And when

46:59

you do these things, you will have

47:01

exponential growth, exponential scale in your business.

47:04

You'll make more income, have more impact,

47:06

have a lot more influence in your

47:08

industry. And ultimately, that's what life is

47:11

about because money gives you access to

47:13

opportunities, gives you freedom, allows you

47:15

to buy back your time and do whatever the

47:17

fuck you want in this beautiful planet of ours.

47:19

Guys, thank you for watching this episode. Remember

47:22

this, that average is the enemy. This

47:24

is your responsibility and change can take

47:27

place in an instant when you commit

47:29

a flip in that switch. See you

47:31

later. What's the difference between me and you? I'm free,

47:33

I'm free, I'm free. Back with you. What's going on with the run, the

47:35

win or the run?