0:00

You read a book three, four, five times,

0:02

you start understanding it at a much

0:04

deeper level. You start understanding what the

0:06

author means. You start getting to a

0:08

place of mastery. Welcome

0:12

to the Bedros Coolian Show. What's

0:20

the difference between me and you? Me and you. Back

0:24

when Q was rolling with Lorenzo and Abenzo,

0:27

I was banging with a gang of instrumental.

0:29

Hey friends, welcome to the Bedros Coolian Show. My

0:31

name is Bedros Coolian, and today we've got a

0:33

great show teed up for you. But before I

0:35

give you the show, I wanna remind you that

0:37

if you are getting any value watching this on

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YouTube, then you need to know that

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81% of you now are not subscribed. 81% of

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you who are watching this on YouTube are not

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subscribed. So if you get any value from this,

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do me a favor and subscribe. So

0:51

let's jump into the show. And

0:53

I gotta give you all a confession

0:56

here. The confession is this. Up until

0:58

my mid 20s,

1:00

I did not read books. Like

1:03

even in elementary school, junior

1:05

high, and high school, I did

1:07

not read books. I hated the idea of books.

1:09

I did everything I could to not read

1:13

them. And if I needed to write a

1:15

book report about something because they give you a book

1:17

to read until you read a book in school, I

1:20

would just kind of cheat off of friends because I

1:22

would rather cheat than read a book because I

1:24

thought books were the stupidest things on earth. And guess

1:27

what? I was wrong.

1:29

I was wrong because as it turns out,

1:31

when you read a book, you're

1:33

literally getting 20, 30, 40 years of knowledge,

1:38

wisdom, expertise on

1:40

a topic, or from an individual

1:43

who's an expert or

1:45

an authority in a, what, 19 or $25

1:47

book, right? Where

1:50

else can you get 20, 30, 40 years of knowledge

1:52

and expertise on a topic or

1:54

from an industry expert where

1:57

they've got it packed together and consolidated for

1:59

you. And so for me reading

2:01

books I felt was stupid.

2:03

I didn't realize that it's the ability to

2:05

time collapse. Now the books that we're gonna

2:08

talk about today that I'm gonna recommend are

2:10

eight books that I believe every entrepreneur should

2:12

read if you are looking to scale your

2:14

business and increase

2:17

profits and then build

2:19

a team so that you

2:21

can buy back your time and enjoy

2:24

the winnings of

2:26

your business, right? Think about how many people

2:28

start businesses and

2:30

those businesses do well but

2:32

now they're handcuffed to that business. They feel

2:34

like, shoot, I can't take

2:37

time off, I can't take a vacation, I can't

2:39

take weekends off in the evenings, I have to

2:41

check my emails and all this stuff because they

2:43

feel like they're having to do everything. They're sitting

2:45

in every seat across the company's

2:47

leadership board and they find themselves burning

2:49

out and handcuffed to a business. Well

2:51

what's the point of making good money

2:54

if you don't have the ability to

2:56

buy back your time and have the

2:58

freedoms, right? So these eight books that

3:00

every entrepreneur should read are books

3:02

that have massively impacted my

3:05

career as an entrepreneur. Some

3:07

of these books took me from

3:09

seven figures to eight figures and nine

3:11

figures across my various brands like Fit

3:13

Body Bootcamp, Trueling Supplements. Some

3:16

of these books we are currently using

3:18

now again as we hit new levels

3:20

of growth across brands like Fuel Hunt, the shirt

3:22

that I'm wearing. By the way, I don't

3:25

know if you all know this or not, but

3:27

Fuel Hunt Apparel is all American made. Since

3:33

late 2023, all Fuel Hunt

3:35

gear is American made and if you support the

3:37

American way, then you might want to

3:39

invest in Fuel Hunt gear. Anyways, all that to

3:42

say that the books that I'm about to share

3:44

with you are going to be massively transformational and

3:46

I got to tell you that I've probably over

3:48

the years my 24 year

3:51

career as an entrepreneur, 24 years, holy

3:53

cow, almost a quarter of a century

3:55

as an entrepreneur across

3:57

many industries, software, franchise.

4:00

right, with Fit Body Boot Camp, supplements,

4:02

Truleen, apparel, Fuel Hunt, coaching

4:05

and consulting, experiential events, across

4:08

all these different industries, I've

4:10

probably read I would say four

4:12

or five hundred books. The

4:15

ones that I'm about to share with you here are

4:17

ones that I visit and revisit frequently.

4:20

And the reason for that is this, when you read a

4:22

book once, you are able to

4:24

discern whether it's a good book or

4:27

a bad book. And you might be able to tell

4:29

someone, hey man, you're an entrepreneur, you're starting a business

4:31

or you're in this phase of business where

4:33

you are in a growth phase or you're

4:35

maybe hitting a glass ceiling. If you want

4:37

to break through that glass ceiling, this book

4:39

I would recommend, right? And

4:42

you might recommend that book because when you read it, you

4:45

got the concept and the ideas that

4:47

this book was worthy for that topic.

4:50

But I believe that there's reading and then

4:52

there's something called active reading. Active reading is

4:54

one when you read a book and you

4:57

realize this could be transformational in my business,

4:59

don't read it just once. Go back

5:02

and revisit that book three, four or

5:04

five times. I believe when you

5:06

are three, four or five times into reading

5:08

a book, an active reading

5:10

means actually taking notes. Sometimes

5:13

I will listen to an audio book at first. In

5:16

fact, all of the books that I start with for

5:18

the most part are audio books. And then if I

5:20

go, holy crap, this was a good book. It's going

5:23

to be transformational in my life, in my business. Then

5:25

I'll get the physical book and I'll

5:28

read it and I'll take notes along

5:30

the outside of

5:34

the pages. I'll take notes for myself or

5:36

I will dog your fold pages that are

5:38

relevant to me at that time because I

5:40

plan on going back to these books a

5:43

third, a fourth and a fifth time. Why

5:45

you ask? Well, like I said, if you read a book

5:47

once or twice, you get the

5:49

general concept of it. You read

5:51

a book three, four or five times, you

5:53

start understanding it at a much deeper level.

5:56

You start understanding what the author means. You

5:59

start getting... to a place of mastery and

6:01

I believe that it is only when you can

6:03

teach a book is

6:05

when you can apply that book's knowledge to

6:07

yourself or to your business, in this case

6:09

to your business, right? Hey guys, quick interruption

6:11

to the Bedros Coolian show. I want to

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remind you about the Trulean Wellness Shot. I

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first order and then 20% off

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your recurring monthly orders after that. Back

7:36

to the show. Do you think like reading any

7:39

one of these books that I'm going to recommend to

7:41

you just once is going to be enough and transformational?

7:43

I'm here to tell you it's not. Read

7:45

it three, four, five times. These are books that

7:47

I've now, some of them I've read eight, nine,

7:49

ten times, right? And again,

7:51

I share that with you because you

7:54

will be in new phases of growth in your

7:56

business and leadership and problem solving

7:58

and level of competition. in economic

8:01

times, right? And

8:03

there might be a chapter or a page or two

8:05

in a book that you're about to read that

8:08

is relevant today, that wasn't relevant to

8:10

you a year ago when

8:12

you read it for the second

8:14

or third time. So when you find the

8:16

winners, keep reintroducing them

8:18

to your life over and over again

8:20

because as you get to new phases,

8:22

you will learn new stuff out of

8:25

those same books. So without further ado,

8:27

let's jump into the eight books that

8:29

every entrepreneur should read, the eight books

8:31

that have impacted my business the most

8:33

and the way I lead, market and

8:35

influence. So, I think

8:37

number one, book number one, and this is actually a pretty

8:39

recent book. So you're thinking like, wait,

8:41

Breders, how are you about to recommend a book

8:43

that's kind of come out in the last couple

8:45

of years in the last few years? How are

8:47

you gonna recommend this when

8:50

you started building your companies over

8:53

20 years ago? Well, simple. I

8:55

had the good fortune of meeting the author and being

8:57

in a mastermind with him. And the first book that

8:59

I wanna tell you about is

9:01

called 10X is Easier Than 2X

9:03

by Dan Sullivan. And

9:05

my dear friend, Joe Polish, ran

9:08

a mastermind called the Genius Network

9:10

Mastermind. And some 15, 16 years

9:13

ago, I

9:15

had the good fortune to sign up for

9:17

that mastermind. I was a paying member of

9:19

that coaching program and Dan Sullivan

9:21

was not only a member, but Joe

9:23

Polish would lean on him a lot

9:25

to teach a lot of his strategies.

9:28

And Dan Sullivan is a strategic thinker.

9:30

He calls himself a strategic thinker. His

9:33

company is called Strategic Coach. And

9:35

so the stuff that he wrote in this book, 10X

9:38

is Easier Than 2X, are

9:40

things that he was teaching us 15, 16 years

9:42

ago in these masterminds, right?

9:45

And he had worksheets that we would follow along

9:47

with. And I share that with

9:49

you because to learn to think at a 10X

9:51

level, like

9:53

a level that can, you do the same

9:55

work, but it'll produce 10X

9:58

results instead of two X results. results,

10:00

that is how you time collapse growth. If

10:04

you're wondering what are some of

10:06

the books that I recommend to my coaching clients and

10:08

the domination your coaching clients who have grown their business

10:10

from let's say, you know, eight, nine, $10,000 a month

10:12

to three or four, $500,000 a month within a two

10:15

or three year period,

10:19

right? Like that's a substantial hockey stick going from

10:21

eight or $9,000 a month. Rachel

10:24

Sheer comes to mind, Tony Steffen comes

10:26

to mind, many others. Vince Del

10:28

Monte come to mind. Well, how did they go from eight,

10:30

nine, $10,000 a month to 200, 300, $400,000 a month in

10:32

revenue? Well,

10:36

I got them to start thinking and

10:38

reading the books that I'm

10:40

recommending here to you. And one of these ones are

10:42

10X because if you can start thinking at a 10X

10:44

level, like what are the levers that I need to

10:47

pull in my business to

10:49

produce the 10X results? Because the reality

10:51

is the same amount of

10:53

effort will create a 2X

10:55

result, which means if you just grow your

10:57

company or your business by 2X, it's going

10:59

to take a lot longer to get to

11:02

your desired destination. But if you

11:04

could really come up with some 10X ideas that

11:06

Dan Sullivan talks about in this book, then you're

11:08

going to hit a whole new stride and you're

11:10

going to hockey stick. Book number

11:12

two is Traction by Gino Wickman. Now

11:15

full disclosure, I

11:17

wouldn't necessarily recommend this book for

11:19

anyone that's doing less than $50,000 a month

11:22

in their business, right? If

11:25

you're doing less than $50,000 a month in your

11:27

business, you're not going to want to read Traction.

11:29

Traction is a great book that's

11:32

going to help you go from $50,000 to $100,000, $200,000, It

11:37

helped me take many of my companies from

11:40

seven figures to eight figures and eight figures

11:42

to nine figures. So what does

11:44

Traction do? Well, Gino Wickman has

11:46

this amazing system that he created

11:49

called EOS, Entrepreneurial Operating System.

11:52

And in EOS, the model is

11:54

to get rid of the org chart, the organizational

11:56

chart. In other words, traditionally you have the CEO

11:58

and then the CEO. and the vice president

12:01

and then you got all the

12:03

people under them, director of operations,

12:05

director of this, then you got

12:07

all the people under them. Well, you

12:09

get rid of the organizational chart and

12:11

then you create an accountability chart. An

12:13

accountability chart is who are the set

12:15

of eyeballs that I need to look

12:17

into if I want better marketing strategies

12:20

in my company, if I want better

12:22

leads, higher quality leads, more

12:24

leads, right? What are the set of

12:26

eyeballs that I need to look into for sales?

12:28

If I want more sales, I want higher

12:30

ticket sales and I want sales that are

12:33

gonna have a lower probability

12:35

of charge back. When you have

12:37

an accountability, an

12:39

accountability system like EOS, Entrepreneur

12:42

Operating System, it literally

12:44

takes out the bottlenecks in your business

12:47

and shines light on the

12:49

opportunities that you've been overlooking.

12:52

In fact, many of you know that

12:54

I take equity in companies, so

12:57

I'll buy into a company if I can,

13:00

if one, I like the product or service, number

13:02

two, I have the audience to

13:04

promote that product or service to, and

13:06

number three, if I like the founders

13:09

and the leadership of that company, because

13:11

ultimately when you're getting into a relationship,

13:14

you're really working

13:16

intimately with the people of that company to help grow

13:19

it and if I'm not gonna have a good time

13:21

doing it, I don't care how potentially profitable

13:23

it could be or what a great opportunity it could be

13:25

for me, I'm not interested, I don't give a shit. And

13:28

so assuming those three things are in line,

13:30

when I take equity in a company, it

13:33

is written in the operating

13:35

agreement that we create that

13:38

for me to take equity means you, as

13:41

a leader of this company, must install

13:44

EOS, Entrepreneur Operating System, in the

13:46

company. They gotta read the

13:49

book Traction and then they gotta read

13:51

Geno's second book, Rocket Fuel, which I

13:53

guess if there was a ninth book,

13:55

this would be the one to recommend,

13:57

right? But Geno, Wigman, Traction and Rocket

13:59

Fuel. and then we install EOS

14:01

into that company and it almost makes

14:03

it a fail safe for

14:06

me to know that that leader and

14:08

the team are gonna be

14:10

held accountable to desired outcomes,

14:13

date lines, like actual, you know,

14:16

dates when things will be produced and

14:18

not just lackadaisically go, well, sorry, we

14:20

missed that goal or we have a

14:23

moving target. So if you set a

14:25

target, you set a deadline

14:27

and then you attack it and that's what

14:29

EOS does really well. And

14:31

again, this is not for businesses that are doing under

14:33

$50,000 a month. If

14:36

you're doing more than 50 grand a month, I

14:38

highly recommend your retraction by Geno Wickman. Again, it's

14:40

had a massive influence on my business. We still

14:42

run all of my companies and all the companies

14:44

that I've taken equity in and invested in by

14:47

EOS. Book number three is

14:50

Influence by Robert Cialdini. And

14:52

Robert Cialdini talks about the six

14:54

psychological weapons of persuasion. Think about

14:56

this, in business, everything you do

14:59

is about influence and persuasion.

15:01

How can I persuade you to do

15:03

what I want you to do to

15:06

produce the outcome that I need? Well,

15:08

there's six psychological weapons of

15:11

influence and persuasion that Cialdini

15:13

has figured out. And

15:15

in this book, he not only teaches

15:17

you what those six psychological weapons of

15:19

persuasion are, he gives you examples of

15:21

how to use them and examples of

15:23

how they've been used in time and

15:25

history so that you get a better

15:27

picture of how you can use it

15:29

in your business when you're negotiating with

15:31

a business partner, when you're

15:33

trying to make a sale to one or

15:36

many clients or customers, when you're trying to

15:38

negotiate with your team or you're trying to

15:40

influence or persuade your team because you're going

15:42

into a new industry, you're going into a

15:45

new country, you're going into a new market

15:47

segment. If you can't persuade or influence the

15:49

people who are going

15:51

to attack with you,

15:53

then you're gonna find yourself

15:55

always fighting resistance, resistance against

15:57

your customers, resistance against your

16:00

resistance against your leadership team, resistance

16:02

against your employees. And

16:04

if you're always feeling resistance, then

16:07

it makes your job as a

16:10

founder and CEO infinitely more difficult,

16:12

doesn't it? So Influenced

16:14

by Robert Cialdini, an amazing book

16:16

on the six psychological weapons of

16:19

persuasion that will massively help you

16:21

in selling

16:23

your vision, not only

16:26

to your employees, to your business partners,

16:28

to your leadership team, to your clients

16:30

and customers, and everybody involved. Number

16:35

four, Expert Secrets

16:37

by Russell Brunson. Now Russell

16:40

Brunson wrote this book, I don't know,

16:42

here we are in 2024. I think he may

16:44

have written this book five,

16:46

six years ago, if memory serves right. It

16:49

doesn't really matter. The point of it is,

16:52

it's more relevant today. Expert

16:54

Secrets is more relevant today than it was when he

16:56

wrote it. Now if I were

16:58

to go back in time, I might change

17:00

the title from Expert Secrets to Authority Secrets

17:03

because the real idea is how do you

17:05

position yourself as an expert in

17:08

an industry so

17:10

that you can have greater amounts of

17:13

influence and persuasion,

17:15

very similar to Cialdini's book,

17:18

right, influence, but in a very different

17:20

way, using the internet and social media

17:23

and email marketing to

17:25

position yourself as the expert. I

17:27

like to say to position yourself as the

17:29

authority or celebrity in that space, which

17:32

is really about building your personal brand

17:34

because the more you can build your

17:36

personal brand in an industry as an

17:38

entrepreneur, the less resistance you're going

17:40

to have to selling, right? When

17:43

you're selling, people will buy from you if they know,

17:45

like, and trust you. Well, if they know, like, and

17:47

trust you, it's because they see you as an expert

17:49

or an authority or a celebrity in that space. But

17:52

think about this, it's easier today than

17:54

ever to position yourself as

17:56

an expert and an authority. And,

17:59

Russell Brunson, And in this book, Expert

18:01

Secrets teaches you how to do

18:03

that. And by positioning yourself

18:05

as an expert in authority, what do you

18:08

do? You differentiate yourself because whether you have

18:10

supplements or apparel or a coaching business or

18:12

your real estate or finance or whatever it

18:14

is that you do, odds are you have

18:17

a slew of competition. So

18:19

unless your product is so much more

18:21

better and different that you can uniquely

18:24

explain how much more better and different

18:26

it is, one of the

18:28

biggest differentiating factors for you to stand up

18:31

and stand out from your

18:33

competitors in your industry is for

18:35

you to be seen as an expert

18:38

and an authority, as a celebrity. And

18:40

today more than ever, you

18:42

can build your personal brand to be

18:45

seen as an expert and an authority,

18:47

even a celebrity in your space, so

18:49

that the resistance to buying is lower,

18:51

the desire to buy your stuff is

18:53

higher, and the market

18:56

share that you have is bigger. And who

18:58

the hell doesn't want that, right? All right,

19:00

book number five that I'm going to recommend,

19:02

which is Five Dysfunctions

19:04

of a Team by Patrick Linceoni.

19:08

And Five Dysfunctions of a Team

19:10

really talks about when you are in

19:12

a growth phase of a company. If

19:15

it's just you and, you know, maybe your

19:17

friend or business partner, maybe you and a couple

19:19

other employees running your business, maybe this book isn't

19:21

right for you. Although I would recommend that you

19:23

get it so that as you continue to grow

19:26

and your team grows, you

19:28

have more employees and you have different

19:30

departments like just in Fit Body Bootcamp

19:32

alone, we have operations, we have territory

19:35

mapping, we have sales, we

19:37

have marketing, right? We have

19:39

compliance, like five big

19:41

departments with people in them.

19:44

And those people make decisions.

19:47

And those people have feelings,

19:49

thoughts, and emotions. And those

19:51

people can get dysfunctional if

19:54

we don't solve it ahead of time,

19:56

right? So in this book, Five Dysfunctions

19:58

of a Team, Patrick Linceoni... lays out

20:00

what those five dysfunctions are and

20:03

how to cut it off at the pass

20:06

so that your team doesn't have

20:08

the friction that most

20:11

teams and employees have out there which

20:13

slow down growth, so that your teams

20:15

aren't working in a silo, right? Because

20:18

again, that slows down growth and so that

20:20

your teams aren't necessarily losing

20:22

morale, which then produces a

20:24

high level of burnout, which then produces a

20:27

turnstile effect in your company. You're always

20:29

hiring and firing, hiring and firing, and

20:31

any company that has a high level

20:33

of hiring and firing does not have

20:35

sustained growth. So that's book number

20:38

five, Five Dysfunctions of a Team Patrick

20:40

Linceoni. Book number six, 21

20:43

Irrefutable Laws of Leadership by

20:45

John Maxwell. And John Maxwell

20:47

has done such a great

20:49

job with this book. This book is

20:52

literally a classic in

20:55

terms of leadership. Some things, you

20:57

know, the 21 Irrefutable Laws that he shares of

21:00

leadership, some things are that you go, oh, duh,

21:02

that's common sense. Other things are like, holy shit,

21:04

I never thought of it that way, right? Like

21:06

one of the big takeaways that I got was

21:09

positional authority versus moral authority, right? And

21:11

there's a lot of takeaways, but I

21:14

just wanna share that one thing. Like

21:16

positional authority is someone's giving you the

21:18

position, the title, the role

21:21

of leadership. Well, that means the people that

21:23

are following you, they have to follow you, right?

21:26

But do they want to follow you? Whereas

21:28

moral authority is you

21:31

are liked, you are trusted, you

21:33

are being followed because they want to follow you,

21:35

not because they have to follow you. Now,

21:37

let me ask you, if you were to

21:40

hire a second in command in your company,

21:42

would you want them to have positional authority

21:44

or moral authority over your team? You want

21:46

them to have moral authority so that they

21:48

are followed because they are liked and respected,

21:51

they're seen as good decision makers, they're seen

21:53

as emotionally disciplined. And again,

21:55

I'll dive deeper into leadership

21:58

in the next episode. episode that

22:00

I'm going to put out for you guys

22:02

but I really want to stress the point

22:04

that what John Maxwell talks about

22:07

often across many of his book is that

22:09

leadership is the lid. If

22:11

you're like, no, I just need better marketing systems,

22:14

better sales systems, I need to build my

22:16

social media bigger and better. I don't need leadership

22:18

skills. I'm a good leader. I'm here to tell

22:20

you're not. Like nine out of ten times if

22:22

you think you're a good leader, those are

22:24

just your ego defenses that are up and you're

22:27

too egotistical. You have too much pride to

22:29

realize you're not a good leader. You

22:32

also probably don't realize that the leadership

22:35

is the lid, meaning your

22:38

business can only grow to the level of leadership

22:40

that you are. So

22:43

if you're a level six or seven leader, you're

22:45

not going to be able to hire eight and

22:48

nines. Level eight and nine

22:50

people are not going to work for a leader who's a six

22:52

or a seven. The only way

22:54

this is going to work effectively is for

22:56

you to become a better leader that has

22:58

moral authority and not just positional authority. Of

23:01

course you're going to have positional authority because

23:03

you are the man or woman in charge.

23:06

But if you don't have the moral authority,

23:08

you're not going to have the longevity of

23:10

keeping your best people and

23:12

you're not going to have the ability to

23:14

hockey stick your business like me and many

23:16

of my coaching clients have done over the

23:18

years. All right. Number

23:20

seven, Man Up by yours truly

23:23

Bedros Koolian. I

23:25

wrote the book because I had

23:27

to learn the hard way

23:30

of what not to do as

23:33

a leader entrepreneur decision

23:35

maker. When I wrote

23:37

the book Man Up, it's not about how to

23:39

be a tough guy. It's about humaning up to

23:41

your higher potential. And it talks

23:44

really Man Up is about the six pillars

23:46

of entrepreneurial leadership. Like if

23:48

you can dial these six pillars of entrepreneurial

23:50

leadership, which interestingly enough, a lot of you

23:52

read it out there as a

23:54

self-help book because it also applies to yourself.

23:57

Like you read Man Up. You know, it's Man

24:00

Up. how to cut the bullshit and dominate in

24:02

business and in life, right? Like that's the full

24:04

title, man up, how to cut the bullshit and

24:06

dominate in business and in life. Well,

24:08

if you want to dominate in business and in life,

24:10

you've got to know these six things, right? These six

24:12

pillars. And in man up, I had

24:14

to go out and learn these. Some I had

24:17

to learn the hard way through experiences of losing

24:19

a lot of money, of

24:21

losing a lot of time, of

24:23

being massively stressed out and being

24:25

on the brink of losing

24:27

my businesses, right? And

24:29

I learned a lot of things here. I was able

24:32

to develop over time because I

24:34

realized as my company is growing, I

24:36

can't lead every department. It is time

24:38

to start developing leaders. And

24:41

sometimes it's time to start recruiting leaders.

24:43

Like you don't have the luxury to

24:45

develop a leader when your company is

24:47

growing so quickly. So you have to

24:49

recruit a leader. But man up really

24:51

goes deep into the six pillars of

24:53

entrepreneurial leadership. And every person that's read

24:55

it tells me that they loved my

24:57

book and that it's helped them and

24:59

that they can relate to some of

25:02

the issues because I openly talk about

25:04

every stupid decision I've made that

25:07

have cost me either time, money,

25:10

or some kind of a

25:12

relationship fracture, right? All right.

25:14

And finally, book number eight that I

25:16

believe every entrepreneur should read

25:19

is How to Win Friends and

25:21

Influence People by Dale

25:23

Carnegie. Listen,

25:25

I think if I could

25:27

do it over again, if I were to go back

25:29

to 1937, like that's when

25:32

Dale Carnegie wrote this book. If I can go

25:34

back to 1937 and go, yo,

25:36

Dale, consider

25:38

changing the title of this book

25:41

to how to develop massive

25:43

levels of influence and persuasion,

25:45

right? Like I think that would be a

25:49

better way to define

25:51

this book than how to win friends

25:53

and influence people. But maybe the vernacular

25:55

in 1937 was appropriate for

25:57

what he wrote. But this book makes

25:59

no mistake. take about it teaches you

26:01

how to sell, how to influence, how

26:03

to persuade at the highest level from

26:05

the stage, right? During

26:07

his time, it was from the stage

26:09

to the masses, right? From the soapbox,

26:12

if you will, in 1937 to

26:14

the masses. Well, today the soapbox is what?

26:16

A podcast like this, a YouTube show like

26:18

this, a social

26:21

media platform, a stage that you're

26:23

going to be able to speak

26:25

to hundreds or thousands of people

26:27

to, and how do you win

26:29

their trust? How do you win them over?

26:31

How do you influence them? How do you

26:33

persuade them to your way of thinking? How

26:35

do you get them to make the decisions

26:38

that you want them to make that's going

26:40

to be best for them and you as

26:42

the entrepreneur? So how to win friends and

26:44

influence people? Powerful, powerful book by Dale Carnegie

26:46

written in 1937 as effective today as it

26:48

was then. And

26:52

guys really want to stress this fact

26:54

that active reading means you read a

26:57

book more than once or

26:59

twice that you read it three, four, five

27:01

times. And as your journey as an entrepreneur

27:03

evolves, your team grows, your business becomes more

27:06

complex. There's more moving parts in your business.

27:08

Go back to these eight books and read

27:10

them and reread them over and over again.

27:12

If you find some other books that you're

27:15

like, dude, these other books were very helpful

27:17

in the growth of my business or my

27:19

leadership or marketing or sales. If you're

27:21

watching this on YouTube, drop the names

27:23

of those books in the comment section

27:25

because then we can create a mega

27:28

list of books that every entrepreneur should read.

27:30

But these are the eight that work for

27:32

me. I'd love to know what books you

27:34

have read that have helped you as an

27:36

entrepreneur in your growth as a leader, marketing,

27:38

sales, et cetera. And I want to remind

27:40

you one more thing and that is September

27:42

13th and 14th in

27:45

beautiful Scottsdale, Arizona. I'm

27:47

hosting BK Live again September

27:50

13th and 14th in Scottsdale, Arizona.

27:52

We've got an amazing lineup of speakers.

27:54

I can't announce who the speakers are

27:56

just yet, but you can go to

27:59

bedrosculion.com forward slash. live, the registration

28:01

is open and the early

28:03

bird ticket registration prices are

28:05

lower than they've ever been.

28:08

And once I announce the speakers and

28:11

the site goes live in terms of

28:13

the full blown website to register, the

28:15

prices will go up later

28:18

this summer. So hoping to see you

28:20

September 13th, 14th in beautiful Scottsdale, Arizona.

28:22

If you got a lot of value

28:24

from this episode and you're watching this

28:26

on YouTube, please be sure to subscribe

28:28

since over 80% of you are not

28:30

subscribed. And again, I want to leave you with one

28:32

final thing and you know what that is. And

28:35

that is average is the enemy success

28:37

is your responsibility and change can take

28:39

place in an instant if you are

28:41

willing to flip the switch. I'll see

28:44

you all next time. Bye.