0:00

impact of where they are right now , before they work with

0:02

you , is that it's not working efficiently , it's not working

0:04

effectively . Then , when they do work with you , they

0:06

start to see that value because you've solved

0:08

those problems that you pointed out . Ai has become huge

0:11

for us . It's not going to replace our employees

0:13

. It's going to be an aid for employees

0:16

. So the reason why I love LinkedIn

0:18

is because people are there for business . They're

0:20

not there to just look around . They're not there

0:22

to just be an onlooker . They want to

0:24

actually learn and they want to interact with

0:26

people to either work with or to sell it

0:28

. What's up , people ? Before we get into this

0:30

video , please make sure to subscribe

0:33

, like and comment down below so

0:35

we can get bigger , better guests

0:37

for you every single week . Let's

0:39

get straight into the video right now . What is

0:41

up people ? Welcome back to another episode

0:44

of Kickoff Sessions . We're back with a Q&A

0:46

session . I think it's time . After the past

0:48

month or two , there's been a lot of things going

0:50

on , a lot of changes in the

0:52

podcast , in the business , so it's time for

0:54

a little Q&A session . Just

0:57

came back from the US last week and now

0:59

we want to catch up with people , get some feedback . We've

1:01

got some great questions basically

1:03

going very detailed on what we

1:05

want to focus on for 2024 . A lot of the

1:07

audience are building businesses , have

1:10

businesses want to get clients , want to get

1:12

customers , want to improve even their habits

1:14

and how they're actually going to get more

1:16

out of the year , which is going to be very important

1:18

. So we're going to bang through these questions , which is going to

1:20

be super interesting . Now we have some big

1:22

podcasts on the way . We've got 200 episodes on

1:24

the way as well , so make sure to subscribe down

1:26

below and just keep the engagement

1:29

coming along as we're building and constantly building

1:31

. So idea , as always , is we get

1:33

Q&A questions from Instagram

1:35

. Answer these as clearly and as simple

1:38

for you as possible . If you want to follow

1:40

on Instagram , you can go in and check it out and also

1:42

submit questions for another episode . So

1:44

let's get straight into the detail

1:47

. First question here I think is very

1:49

interesting to start with Best way to get clients

1:52

through LinkedIn . So the reason

1:54

why I love LinkedIn is because people

1:56

are there for business . They're not there

1:58

to just look around . They're not there to

2:01

just be an onlooker . They want to

2:03

actually learn and they want to interact with

2:05

people to either work with or to

2:07

sell it . If you compare that to TikTok

2:09

, twitter , even Instagram , people

2:12

aren't exactly there to buy

2:14

. People do buy on the platform

2:16

, but they're not there to buy , whereas on LinkedIn

2:18

you have a very strong engaged

2:20

audience . The average income of someone

2:23

on LinkedIn is over $75,000

2:26

. That means your product or service

2:28

can get to the exact customer you need super

2:30

easily and people want to

2:32

buy the stuff . Also , on

2:35

LinkedIn , you're going to have a bunch of C-suite

2:37

executives , business owners , entrepreneurs

2:40

, founders , people who need your solutions

2:42

, people who need your products , people who need your services , and

2:44

they're there either to interact with people or

2:47

they're reading constant feeds . So therefore

2:50

, just at a basic level , we have a very strong

2:52

audience that we can sell into on LinkedIn

2:54

. Now there's two ways to go about

2:57

how we can actually get clients on LinkedIn

2:59

. There's the outbound strategy and

3:01

there's the inbound strategy . The inbound

3:03

strategy is content . So I started

3:05

off with kickoff sessions on LinkedIn three years

3:07

ago because I thought that more of my audience

3:10

would be on there , even though some of them are spread across different

3:12

platforms and we're just writing very

3:14

clear , concise content that

3:16

basically makes me known by

3:18

other people . It's a spread awareness

3:21

. It's to make yourself known on the platform

3:23

, and why that becomes valuable is because

3:25

when you eventually go to speak to people , they'll

3:27

realize you're not a robot . Okay , because

3:29

you'll have put out your good , decent

3:32

content on your topic . So let's go

3:34

back to what my company does . We launch and

3:36

grow podcasts right On LinkedIn

3:38

. I talk about launching and growing

3:40

podcasts . I talk about how to do it , the

3:42

values in it , the principles , the theories , the practice

3:44

of techniques and the guides right , and

3:47

because I do that , I'm building

3:49

one authority to influence

3:51

and treat an audience . That audience

3:53

then truly wants to fuck with you and

3:55

they'll either buy from you or recommend

3:57

you , even to their friends . And over the years

4:00

, you see yourself slowly building up that

4:02

audience , and you're not trying to do it on a pretense

4:04

of getting something from someone that's not

4:06

an idea at all . They'll eventually become known

4:09

to you and that's how opportunities

4:11

arise . You increase the surface area

4:13

of your luck by just doing

4:15

more volume , more content . Now , writing

4:18

good content has many different benefits beyond

4:20

just making getting clients right , because you

4:22

learn how to distill your thoughts , you learn how to educate

4:25

, you learn how to inform and you'll also be able

4:27

to just become better at your craft

4:29

, right , I become a better podcaster when I write about

4:31

podcasting all the time . So that's

4:33

the inbound strategy . From there then

4:35

we get inbound opportunities . People will come in and

4:37

say , hey , I like your stuff , how can you work together

4:40

or can you talk me true what you do , and

4:42

so on . And then we're getting them on

4:44

the sales calls and that's a story from another day

4:46

about how we're actually converting them . But that's the inbound

4:48

way . The outbound way is where we've

4:50

had a lot of success as well , because the

4:52

problem I have with inbound is that if you're a small

4:54

profile , then you're not really getting

4:57

enough eyeballs . Your exposure is

4:59

quite limited and capped to a certain degree

5:01

. If I only have 6,000 followers , which I do on

5:03

LinkedIn , I'm only exposed to that amount

5:05

. Now , that's fine , because my niche is very specific

5:09

. I'm not appealing to broad based markets

5:11

. However , you are limited . So

5:13

the opposite is where we go

5:16

to people and we've done a very , very

5:18

big program and core

5:20

and basically effectively program within our

5:22

company on this . Or our outreach strategy

5:24

, which is using tools like sales navigator

5:27

is another tool called Apollo , and

5:29

basically what you can use is a way to find

5:31

your ideal customer . So if

5:33

I'm trying to find CEOs

5:35

of a 10 million dollar company , I can use

5:38

that with these tools so I can find a list

5:40

. I can basically build a list and

5:42

then you can start doing your outreach . And again

5:44

, people are so used to getting emails

5:47

on messages on LinkedIn that you

5:49

have to be creative with your outreach , right

5:51

? Because I've been running my podcast for so

5:53

long , I actually got really good at writing

5:56

emails and just writing clear

5:58

, concise , informative

6:00

emails . So when I switched into

6:03

being quote unquote entrepreneur , it

6:05

was easier for me to reach out to people

6:07

because I kind of knew what they were looking

6:09

for . And that's the beauty of LinkedIn

6:11

is because if you are marketing

6:13

agency , if you have a SaaS platform , whatever

6:15

you have you can pretty

6:18

quickly find out where your ideal customer is . On

6:20

LinkedIn . You can find CEOs

6:22

, cmos , ceos whoever

6:24

you want and then contact them directly . Now

6:27

, again , don't be an absolute robot on this

6:29

. Be very kind , be very generous

6:31

, generous and try to find exactly

6:34

what they're looking for , right . So if you reach out

6:36

to someone , the way to describe it is understanding

6:39

their current state . So where they are currently in

6:41

their business , do they have any problems , any pains

6:43

? What are some of the challenges they have and

6:45

what are the future state that they want to get to . Do they want

6:47

to increase revenue ? Do they want to decrease costs

6:49

? Do they want to decrease the time ? Do they want

6:51

to do an improvement , efficiency and improve

6:53

their sales ? Right , that's generally how business works

6:56

. You either increase sales , decrease

6:58

time , decrease costs or

7:00

increase revenue Right , there's like two levers to

7:02

pull . And if your product or service

7:04

solves those problems , my first

7:07

step here is understanding exactly what

7:09

that individual wants and then creating

7:12

a system around there to reach out to

7:14

. So I like to play both inbound

7:16

, outbound . We've had great success with it from our business

7:18

. It works . Whenever

7:20

someone says outreach is dead , they

7:23

obviously just are shitting outreach . Right , you

7:25

just need to be good at that craft and you're

7:27

going to be able to get clients very

7:29

, very easily . This is an interesting question

7:31

. How do clients know the

7:33

value of your services ? You

7:36

have to be able to understand the gap of

7:38

where they're at . If you're delivering

7:40

a service to someone , let's say you're developing

7:42

websites . If

7:44

you're developing websites or people , and if you just say

7:46

I make your website , they're like okay

7:49

, so does a free Wix

7:51

page or Shopify page or whatever . But

7:53

if you can understand where clients currently

7:56

are in their process so let's say they

7:58

have low sales , low

8:00

conversion , they're not getting the right

8:02

engagement , they're not getting enough site

8:04

speed or clicks and so on and so forth

8:06

and if you can articulate that current

8:08

state and the impact it has on their business , they'll

8:11

see that this is a problem . They'll identify

8:14

that whoa , our website is like poor , for

8:16

instance , in this example and as a result

8:18

, we are losing out on business . We're

8:20

spending too much on ads , we're overspending

8:22

on all these different areas because our website

8:24

is not optimized . So you're able to clearly

8:27

articulate the impact of what

8:30

you do . Right , the impact of where they

8:32

are right now , before they work with you , is that it's

8:34

not working efficiently , it's not working effectively

8:36

. Then , when they do work with you , they

8:38

start to see that value because you've solved

8:41

those problems that you pointed out . You're basically

8:43

describing , as I mentioned before , the future state

8:45

. So if we fix that problem , which

8:47

, let's say , is you want to improve their

8:49

conversions and make them more sales , so

8:51

at the moment , the company's making $1 million , to make

8:53

it make things simple , and then , with your changes

8:56

, you make the company $1.5 million

8:58

. You've increased their revenue by 50%

9:00

? Right , and being able to clearly articulate

9:02

that will make them realize that you are someone

9:04

who's like worthwhile and you're someone that they should

9:06

value a lot . Because the opposite

9:08

is also true If they don't make these

9:10

changes , then the business will keep on

9:13

going the wrong way and people

9:15

are reluctant to change . They don't really want

9:17

to change for the most part , right , because one

9:19

changes like risky , two

9:22

like changes like painful . So you want

9:24

to be able to showcase the

9:26

benefit of what you're doing by

9:29

making this change and when you've made

9:31

that change , you have to be able to relate that back

9:33

. So something that I learned from Shan Hanif

9:35

was keep your clients

9:38

up to date . Like , let them know when you

9:40

have wins . Don't just like , don't

9:42

just be you know to what's

9:45

the word Just to privatize

9:48

about what you're doing with your work . Like , if

9:50

you're getting good wins , share it with them . We

9:52

do a weekly check in with our clients . We're by send

9:54

them a loom video . I'll go over the data , the performance

9:56

, some metrics , some areas to improve and

9:59

so on . And then we also share just

10:01

quick wins . So if we have a podcast

10:03

that's growing really fast with one of our clients , I'll

10:05

be throwing into the Slack channel screenshots

10:08

of that working , because it just shows

10:10

that what we are doing is working

10:12

, and then these people will realize

10:14

that what you're doing is effective and

10:16

that's what becomes very valuable as a result . Right , because

10:18

otherwise it is difficult

10:20

. But it kind of reminds me of like when you're working on

10:23

nine to five . People don't get appraisal

10:25

right . They wait once or

10:27

twice a year and then they get some feedback

10:29

and it's usually quite negative or it's not exactly

10:32

what they want , and the reason why is because

10:34

people are not going to convey the story

10:36

of what they do . Storytelling is

10:38

incredibly important , so if you can articulate

10:40

that and the impact of that , it's going to become

10:42

a very strong aspect for you to

10:44

really double down on this year . Best

10:48

way to stand out in the market it's

10:50

about becoming a category of one . The only way

10:53

to stand out is to not play the

10:55

fool to competition . Don't be looking around

10:57

you what these dudes are doing on fucking

10:59

money , twitter and rent and Lambo's and all

11:01

this stuff . Stop trying to be like somebody

11:03

else and just be like yourself . Having that element

11:06

of uniqueness will make

11:08

you stand out . That's the whole idea of standing

11:10

out If you're trying to be like someone else

11:12

, you're never going to actually really break through

11:14

. It's the same for your business . So let's

11:17

talk on an individual level first . If

11:19

I'm just trying to be like the hottest podcastor

11:21

, I'm not going to really

11:24

get through any kind of barriers because

11:26

people are going to constantly compare and contrast

11:28

me to just someone who's probably better

11:30

to me . But if I try to truly stand

11:32

out on my own and just try to be there

11:35

and leave who likes to record

11:37

podcasts , who's building this business , who

11:39

likes to work out , who likes to travel , who likes to

11:41

do his own things then you become someone

11:43

who's distinguishable and then , as a result

11:45

, people recognize you for your values

11:47

and what you actually stand for

11:50

, and also what you don't stand for . If

11:53

I have strong values around working here and having

11:55

a high level of excellence , having really good standards

11:57

within our business , and someone

12:00

comes to me and they're looking for a cheap solution , they know

12:02

that there isn't a person to

12:04

go to because I'm not offering a cheap solution , because

12:06

I'm going to have a high level of excellence , and

12:09

these are kind of like undercurrents

12:12

. You're trying to build as someone within your

12:14

own brand , because within your

12:16

own brand , that's how you're going to stand out on a visual level

12:18

. So that's how people basically

12:21

recognize me . And then the other aspect then is

12:23

with your business . There is thousands

12:25

of marketing agencies , there's thousands of ad

12:28

agencies , there's thousands of media

12:30

companies , but what makes yours actually

12:32

distinguishable is your own personal experiences

12:35

. It's how you implement

12:37

that solution based on what you've done . So let's take

12:39

my example . I've been podcasting for so

12:41

many years it's nearly come up to four years this year

12:43

. We're able to take these lessons and bring

12:45

them into what our clients . When someone asks me

12:47

, how do I know it's going to work , it's because I

12:49

have done it myself . That's what makes our

12:51

business stand out , Because you have

12:53

to be someone who's gone through the 200 episodes

12:56

, who's produced 500 episodes , for clients

12:58

to be able to say

13:00

that this is why we stand out

13:02

and this is our distinguishing factor

13:04

and that's in the things that we do . But it's

13:06

also about how you approach it . It's how you interact

13:08

with clients . It's how you have customer success and customer

13:11

satisfaction . How you're able to keep clients

13:13

and keep customers around is mainly

13:16

based on your values and how you

13:18

position yourself in the market . So when people

13:20

come back around and they say we're

13:22

looking for someone to build and launch a podcast

13:24

. It's not like whoa , we got loads of these competitions

13:27

. It's like we're going to work with them because

13:29

he's someone who takes

13:31

a lot of pride and passion his work and has a high level

13:34

of work involved there . Also

13:36

is the same for any product , so let's forget

13:38

about the individual . If we're taking

13:41

it of like a genuine product , like Apple , like Apple's

13:43

product yes , of course people know

13:45

, like Steve Jobs and everything , but now , at this point

13:47

, people are just buying the iPhone because they

13:49

know that the iPhone is exceptionally

13:51

high quality . They have that individuality

13:54

and that's the ultimate . Just standing on its own

13:56

right . It's not competing , it's not trying to be

13:58

better than anyone else , it's

14:00

just trying to be in its own category and by

14:02

virtue of being in its own category

14:04

, it's already better than everyone else . And

14:07

that's why you will see me often not kind

14:09

of , I guess , give into

14:11

those quick wins on the internet . You know

14:14

, like what's trending , what's hot , what

14:16

people are talking about , the Rolexes and stuff like

14:18

this is because you're ultimately putting yourself

14:20

in a category of other people and then

14:22

you're , even though that

14:24

could be like a high , prestigious

14:27

category , you're still just in someone else's

14:29

category . All right , people , we're just going to take one

14:31

short break for a little update about

14:33

podcast university . So if you enjoy podcasts

14:35

like this and you want to start your own podcast , head

14:37

down to the links down below to podcast university . This

14:40

is a learning platform that I've built to help

14:42

people like you build , launch and

14:44

scale your own podcast . I wasted many

14:46

years doing this , making it all up as I

14:48

go , so I put everything together

14:50

in a very seamless and easy

14:53

to follow course for you guys to follow and

14:55

just learn exactly how to do it . So if you want

14:57

to bypass a lot of the mess with your podcast , check

15:00

out the links down below to podcast university and

15:02

we'll show you exactly how to launch and scale

15:04

your own podcast . What is the gap

15:06

between an average business and an exceptional

15:09

business ? It's mainly based on product . What is

15:11

the product that you have and what

15:13

are you solving ? Because there's

15:15

a bunch of features out there , there's a bunch of products out there , but

15:18

it's really about how you're solving one clear problem

15:20

. If you're not solving an actual

15:22

problem , you're just going to become one

15:24

redundant or two , just basically

15:27

drifting . And even if you are solving a problem

15:29

but your product isn't exceptional

15:31

, then you're not really going to kind

15:33

of push on as a result . This goes

15:35

for startups , saas companies , service businesses

15:37

. If you're

15:39

getting great results as a service business , it's

15:42

going to grow continuously because

15:44

, by extension , my client will speak

15:46

to someone else , a prospect will speak to someone else and

15:49

refer him to me and will constantly be moving forward because

15:52

you are someone who has excellence in what you've done . So

15:55

that's why social proof works . Social proof works because

15:58

people have gotten really good results

16:00

from people and then , therefore

16:02

, they want to go and talk about it . That's one element . The second element

16:04

is actually the element of viral , of the virality

16:06

within the business . It's like how much can we can

16:08

get this idea to spread ? That's

16:11

going to be effective , and Seth Godin spoke

16:13

about this a lot with the Sneezer effect . Sneezer

16:16

effect is that you have an idea or you have

16:18

a product that's so good that , if someone sneezed , the idea

16:20

spread . So let's take , for example

16:22

, my podcast , a company , if

16:24

someone was able to

16:26

, let's say , I produce a podcast for

16:29

this individual and then their

16:31

friends are like whoa , that's amazing . Like who did that ? They're

16:33

like oh , this guy did it , darren , he did

16:35

that podcast . That's how the idea

16:38

spread and they want to go and talk about other people

16:40

and that's how you have this disproportionate

16:43

returns . It's asymmetrical because

16:45

it's not that we all , as

16:47

entrepreneurs , work really hard and get the results

16:49

. It's we , as entrepreneurs , work hard to

16:52

get a specific outcome . That drives

16:54

large , asymmetrical returns

16:57

. And , as an entrepreneur , you're looking for

16:59

those asymmetrical returns . What is a unit

17:01

of input that you can deploy that can have crazy

17:04

returns and that goes back to

17:06

what you are specializing , what

17:08

you enjoy , what you've experiencing

17:10

. And for me , for example , because

17:12

I just love the craft and the game

17:14

of playing this podcast game , it

17:17

makes more sense for me to focus on

17:19

this versus something completely alien

17:21

to me like software engineering , which I've

17:23

had experience with in the past , but it just doesn't

17:26

suit me as an individual . So my

17:28

unit of output in software engineering

17:30

it's not as effective as sitting down

17:32

, recording good podcasts and teaching people

17:34

how to do this at a high level . That's

17:36

just how you're going to stand out in general and it's a good way

17:38

to really position yourself . Why

17:40

do creators and entrepreneurs quit

17:43

before taking off ? I

17:45

think the idea is it's all based

17:47

on the fact that people

17:50

are getting into it for the wrong reasons . They

17:52

think that you hop into becoming

17:54

an entrepreneur or becoming a creator , becoming

17:56

a podcast or becoming a writer , and

17:58

it's just kind of like all clicking together because

18:01

we're kind of used to , when we're younger

18:03

, doing average work in

18:05

school and average work in a nine to five

18:07

and still getting paid and still getting

18:10

up into the next class and still getting into

18:12

university when you just do a little bit of work

18:14

, whereas the market is

18:16

the ultimate , ultimate

18:18

end individual

18:20

who will describe and critique your

18:23

work to everyone , because they are the final

18:25

judge that a judge during executor

18:27

the market will determine everything and

18:29

because the the market will turn everything , that's

18:32

going to really influence how

18:34

you're going to stand out and stay in the game long enough

18:36

. And it's just that Nike stock

18:38

Nike and

18:45

it's going to be harder than you ever anticipated

18:47

. But if you stay in the arena , it's

18:49

by virtue . You're going to grow and it's very

18:52

simple . If I have 10 videos

18:54

, let's say , on YouTube , and they all do 10 views

18:57

, right , that's like 100 views . If

18:59

I have 100 videos on

19:01

YouTube and they're all doing

19:03

like 100 views , it's 100 by 100

19:05

, right , it's just growing as a result

19:08

and what you'll find is that the

19:10

compound interest from you staying

19:12

in the arena is that your

19:14

work will get literally incredibly

19:17

better over time . And I'm seeing this in our company

19:19

all the time . Because we focus on , let's say

19:21

, thumbnail design , we're just so

19:23

near narrowed into it . When we look

19:25

back at our thumbnails from a month ago , they're night

19:28

and day different , because we're very , very

19:30

narrow focused and because people

19:32

are looking for those quick wins or they're getting into it

19:34

for the wrong reason either try to make money or so on

19:36

and so forth too quickly . They're not

19:38

going through the learning curve that is

19:41

required and they also don't want to improve right

19:43

. People just want to get in , do

19:45

their work , get out , get paid right

19:48

. They're not willing to sit aside

19:50

, set aside time , maybe at the weekends

19:52

, maybe over the holiday period , maybe

19:55

at in the evening , to actually learn

19:57

more about what their actually

19:59

problem and solution is . So the

20:01

first aspect there is staying in the arena at the compound

20:03

effect . But I think a more important factor

20:05

here is time right

20:08

Time is so important

20:10

as an entrepreneur or a creator . The

20:12

longer you can apply your

20:14

actual time into this , it's going to be very

20:17

, very effective , right , because you can work hard

20:19

. But if you don't stay in the arena long enough

20:21

, it's not going to be effective . Now

20:23

, why that's important is because

20:25

that's what feeds into focus . You

20:27

heard me speak about focus quite a lot in previous podcasts

20:30

. And the reason why that's important is because if

20:32

you don't have clearly defined

20:34

focus in your ideas , your thoughts

20:37

and your business , you're just going to drift . If

20:39

I'm focused on seven different

20:41

bullshit side hustles and I'm trying to fill the

20:44

cup of seven different things I'm doing , I'm

20:46

effectively doing and none of them , so

20:48

let's say you have seven things and you're making $1000

20:50

from each , you're making $7000 a month . Fantastic

20:52

. If you just went down

20:54

to one and scaled

20:56

and built a shit out of one , you

20:58

could get that one to 20 , 30

21:01

, 40 , 50 , $60,000 a month

21:03

in just a couple of

21:05

months of clear focus , and that's all

21:07

that's required . It's just being able to go very , very

21:09

deep on one individual

21:12

area for multiple months , right , and

21:14

it's not forever , but it will

21:16

be a season of your life where you need to

21:18

have a specific focus and very

21:21

narrow focus , and it's boring , right

21:23

. I wake up and I have my podcast

21:25

to take care of the company . To take care of bringing

21:28

in clients , retaining clients , recording podcasts

21:30

, getting ideas , researching guests

21:32

. It's the same stuff that I was doing a

21:34

year ago , but now that I'm doing it at

21:36

a higher level , it's like it's

21:39

the same shit but I'm getting way better returns

21:41

from it . We're growing faster or making way

21:43

more money , and I'm enjoying it more

21:45

to a degree because it's more of like the art

21:47

and the craft of it . It's like it's

21:49

literally the turning pro effect . Right

21:52

, it's the fact that you view your craft like

21:55

an art and , as a result , you have those

21:57

those crazy asymmetrical returns

21:59

as we discussed , but again , without

22:01

the focus . Let's play the

22:03

opposite of the focus . Let's say you

22:05

do the seven different side hustles , or four different side hustles

22:08

, one you're going to drift , so time

22:10

is going to get you , and then it only takes

22:12

one or two little blips for you

22:14

to fly way down . And that's

22:16

the thing here is that we want to build this a consistent

22:19

, repeatable growth machine

22:21

and business . And how we're doing that effectively

22:23

is by having a very strong

22:26

foundation , because if you don't have a strong foundation

22:28

and it's all kind of jiggly , one

22:30

little earthquake or tremor drops everything

22:32

. So I much prefer the approach

22:35

to build slow , be very

22:37

, very patient and build

22:39

the bricks one by one and then

22:41

you'll grow over time , versus trying

22:43

to scale it up super quickly , getting burnt

22:46

out and failing as well super quickly . And I

22:49

often find this because it's like it's the

22:51

marathon versus sprint

22:53

approach right . A lot of people will

22:55

get in , they get super excited , new Year's

22:57

, 2024 , let's go and it's fucking crush

22:59

it . And then they

23:02

do a ton of work , do a ton of outreach , and

23:04

it's only a couple of weeks later and they're burnt out and

23:06

they're back to square one . So to

23:09

stop doing that , I'd much prefer to operate

23:11

at , like , let's say , an eight or nine out of 10 and

23:14

keep that going year in , year

23:16

out , versus going to

23:18

hell for a letter for a few weeks and then end up

23:20

burnt out . So , being very strategic

23:22

, it's also a big area that I want to focus

23:24

on this year , because we're not just starting

23:27

out anymore . I guess I put it that way . Our

23:29

business has evolved in such a way that it's been more mature

23:31

. We have , like you know , a full team

23:34

. We're doing individual tasks , we're keeping

23:36

things running . So the idea of me just

23:38

running aimlessly around every

23:40

single day is kind of tankfully , a little

23:42

bit over . And now it's about structural

23:44

energy and where to exert the best with the

23:46

energy , as I mentioned , to be able to grow

23:49

effectively . What are your thoughts on artificial

23:51

intelligence and adding it to your business

23:53

? Ai has become huge

23:56

for us . It's not going to replace

23:58

our employees . It's going to be an

24:00

aid for employees . How

24:02

I imagine this is if you imagine

24:04

an orchestra and the guy who

24:06

you know runs the orchestra in

24:08

the front and he manages

24:10

everything together . He's a key part

24:13

in that , he's a central team in that and

24:15

he's the one who binds

24:17

everyone in the orchestra together

24:19

. That's how I imagine people should

24:21

be with AI . We run

24:23

, you know , a company and there's multiple different

24:25

clients and one on one , not . We want to

24:27

use AI to leverage speed

24:30

, efficiency and quality

24:32

where we can . The issue I have

24:34

with some of the tools in 2023

24:37

is that the quality just was not there . Video

24:40

editing , audio editing audio

24:42

editing was fucking terrible . Some of the

24:44

sounds were so bad . It was actually crazy . Graphic

24:47

design was very poor

24:49

back then . Even the copy was super

24:51

generic . It was like do you want to grow your business

24:53

? It was just not cool , not cool at all . But

24:56

six months later , it has improved

24:59

significantly . So the way I position

25:01

it and our team positions it is . We

25:03

do a monthly call . We have a catch up . Every

25:05

individual department production design

25:07

operations will give their thoughts

25:10

on what's happening in

25:12

AI trends that are happening . What

25:14

are the tools we're using ? How can we improve

25:16

our efficiency ? Because , again

25:18

, this element is of leverage you only have

25:20

code capital . What

25:23

is it ? Code

25:25

capital resources , so labor and media

25:28

. So of the code , this

25:30

falls into code . We want to be able to use

25:32

this to our advantage to either

25:35

want to make more money or to improve the quality

25:37

or improve the efficiency . I much prefer

25:39

our editors to use a editing

25:42

tool that chops it down super

25:44

quickly in 20 seconds . Then they spend the next

25:46

two to three hours fine-tuning

25:48

it , doing animations , doing

25:51

small changes , even the color effects and

25:53

audio effects , and so on , so that's become

25:55

very , very high quality , versus

25:57

doing cut , cut , cut , cut , cut

25:59

here , which is just not the way you should

26:01

do it anymore . So you need

26:03

to have your finger on the pulse with AI in 2014

26:06

, 2024 . You need to be able to understand

26:08

exactly what your

26:11

business needs with it and how you can

26:13

leverage it to save cost to yourself

26:15

, and also how you can scale up your actual

26:17

team with it . I think what's important

26:19

here as well is how we

26:22

move with this . So

26:24

how can you stay up to date with what's happening

26:26

? So it's me sitting on like

26:28

GPT 4.5 or whatever the number

26:30

it is these days and just figuring out like

26:33

, okay , how would I write this and how does

26:35

it compare like this and how can

26:37

I just do split tests from it and understand

26:39

it and let it like review

26:41

my writing more and my content more , because

26:44

otherwise you're going to be 100%

26:46

left behind . And I think the next phase

26:49

is all about doing these kind

26:51

of integrations with the business . So

26:53

ways to improve , like automation

26:55

, the backend , ways to be able to

26:57

I don't know use it as like an

27:00

assistant , even like reviewing , like pages

27:02

and documents and something like this Just

27:04

small ways that we will even think about using

27:06

. But for our core business it's becoming

27:08

very important . And the

27:11

way the reason I say this is because if

27:13

you just get the basic AI stuff

27:15

, it just looks so shit and it's so

27:18

obvious . But you want to

27:20

be the person who is

27:23

selling the shovels , not digging for gold

27:25

. So when people are digging for gold

27:27

and they're looking to use AI to replace their business

27:29

completely . They're kind of

27:31

chasing the wrong thing . But you want to be someone who's like

27:33

selling the shovel , whereby you use AI

27:35

and you leverage AI and you use

27:38

it to just propel yourself

27:40

forward , but not just completely

27:42

like do a 180 with your business , because

27:45

you'll find if you just started completely automating

27:47

stuff , that customer satisfaction will

27:49

go down , customer experience will go

27:51

down , the quality will go down , your churn will

27:53

go up , a shit ton of stuff will go wrong in your

27:55

business and , as a result , you'll

27:58

go to business . So there's absolutely

28:00

a trade off 100% and

28:02

you need to be very aware of it , which most

28:04

people are to some degree . But just being

28:06

very clear with what you're going to do with

28:09

it and how to integrate it will save

28:11

you a ton of money and also make you a ton of money

28:13

as well . Reflection on your time in

28:15

UCC , which is my university , and

28:18

any positive takeaways Thanks

28:20

for the tutorials , by the way . So

28:22

university is an interesting

28:24

one . Do a regret going

28:26

to university ? Kinda

28:28

in some way , because

28:30

I was always finicking

28:33

with shit when I was younger . I was like

28:35

running events . I was running like

28:37

mystery tours . I was running like club events

28:39

. I went on to like selling

28:41

like Stuff on Shopify

28:43

, made a lot of changes when I was

28:45

like quite young like that , and kind of went down that kind

28:47

of entrepreneurial pursuit . But I just

28:49

kind of did what everyone else was doing

28:52

and Looking back and now I

28:54

probably just didn't need to do it . That

28:56

was the thing , because even when I left

28:58

university and got into some like prestigious

29:00

companies , that experience was a little

29:02

bullshit . But I went into more startups then , which was

29:04

much more helpful towards what I want to build today

29:07

. Right , but I wouldn't be able to get there sooner

29:09

without it . Now , do

29:11

you need university ? For some Occupations

29:15

you do doctor , dentist

29:17

, lawyer , whatever the basic

29:20

shit right , the more fundamental Things

29:23

that people go to university for . But like liberal

29:25

arts , writing

29:27

, business , business is

29:29

the funniest one . Like why the fuck would

29:31

you sit in a lecture room Hearing

29:33

someone talk about ? Like growing

29:36

a business who never has never had a business

29:38

. It's like going into a gym and

29:40

getting a fat personal trainer who's never

29:42

even been a personal trainer . So let's just get advice

29:45

from somebody who's just fat and lazy , sits

29:47

down all day and eats cheetos and

29:49

they're going to train you to become a bodybuilder better

29:51

again and they're going to train you to run ultra marathon . You

29:54

wouldn't do it . It sounds ridiculous

29:56

and that's because it is ridiculous . But

29:58

university University is the only

30:01

only profession that people learn

30:03

from people who haven't gone and done

30:05

the work . We have business

30:07

professors who've never had a business right

30:10

. They've had no idea about how the real

30:12

works , real world works . They're

30:14

just quite old and they're looking

30:16

at traditional ways to look at things . They will

30:18

talk to you about some marketing framework

30:20

that's going to scale your business and it

30:22

doesn't even apply . You don't sit down as

30:25

a business owner and think what marketing

30:27

framework Can I ? Just turn out continuously , and

30:29

this is that odds with it . Maybe you might

30:31

do it when the business is growing

30:33

or something like this , but in the business in the beginning

30:35

, you're just looking to sell your products and

30:38

to build a business , and you're gonna learn way more

30:40

from building a fucking business Then learning

30:42

about how to build a business and

30:44

even take it from someone like myself . Even

30:46

when my podcast , it started off as

30:48

a careers podcast because I was , you know , I had a career

30:50

in finance and so on , and then it moved

30:53

into the online business space while I was still in

30:55

Finance , so I felt

30:57

like a fucking massive Hypocrite

31:00

because I wasn't actually doing what

31:02

I was talking about . But then I had

31:04

left that to build a

31:06

business and I just clicked . That's where the

31:08

podcast even got better , because I was sharing my

31:10

own experiences , because I was someone who had gone and

31:12

done it Then at that point or I was doing it

31:14

at least and because I was doing

31:16

it when I was learning a lot better . Now

31:19

what I would say is the lessons I've had for my podcast

31:21

up until that point I was able to implement getting

31:24

clients , retaining clients , building it , software

31:26

, using social media all this kind of stuff

31:28

that I've been learning from the podcast and learning from my

31:30

guests I was able to really , really

31:32

double down on . So it was a huge benefit

31:35

to me . But , like , if you're trying to learn something

31:37

, put down this podcast and just fucking

31:39

go and learn it , right . So that's my issue

31:41

with university is the fact that it's

31:43

like delayed , right , it's like super

31:46

delayed , super

31:48

delayed in terms of like you learn something

31:51

and in four years time you might implement

31:53

it , and like I was learning like marketing

31:55

and management in university and none

31:57

of it ever Came into effect , like

32:00

ever . So it was kind of a waste of time . We

32:02

did have an element on software engineering

32:04

which , if I wanted to become a software

32:07

engineer , would have been helpful , but

32:09

I didn't and I didn't want to , so

32:11

that was an issue . Now I did study like

32:13

information systems , which is like kind of software engineering

32:15

, kind of like business whatever even is

32:17

business and , yeah

32:20

, I was kind of beneficial to some degree , but

32:22

could I have avoided it ? 100%

32:24

. Biggest opportunities in content

32:27

you see in 2024 . So

32:30

the challenge

32:32

is going forward for people is going to be how

32:34

to stand out with your content . With

32:37

the rise of AI content , gpt

32:39

, all this kind of stuff , everyone is going

32:41

to sound the exact fucking

32:43

same . You're gonna need a way to stand

32:46

out , and a way to stand out is this video

32:48

. It's gonna be able to go in long

32:50

form , go on podcast , speak about

32:52

your ideas , speak about your values . We're taught and

32:55

be able to really connect to people . The human

32:57

touch is been completely lost

32:59

. People are just come up with generic content

33:01

about how to seven different tools to improve

33:03

your productivity , whereas most people they

33:06

want someone to be there that's relatable and that

33:08

they can work with alongside . That's

33:10

going to be the way forward is how do we connect with people

33:12

? That's why I run these Q&A's . I want to build

33:14

that community of people who feel like that

33:16

. They're connected to Kickoff sessions and I'm

33:19

learning directly from this podcast . That's

33:21

going to be the biggest opportunity , because the

33:23

only thing you can do here to stand out is going

33:25

to be the stories and

33:27

experiences that you can share . So

33:29

let's go back to the seven hacks to improve

33:32

your productivity . If I put them into chat

33:34

GPT , I'd get some random response of like

33:36

you know , clean your fucking dishes and

33:38

make your bed in the morning and all this kind of stuff

33:40

. No one needs that . They want

33:42

the relatable factor . They want to know

33:44

what I'm doing on a day-to-day

33:46

basis , what I was doing in the past , why

33:48

it wasn't working , why this is working and

33:50

how you can do that too . That relatability

33:53

is becoming way more important . We

33:55

want to hear the story . I want to hear that

33:57

fuck-up story where we weren't

33:59

productive for so many years and then we made these changes

34:01

and that's what happened . That's what makes

34:04

your content stand out . So , whether

34:06

you're writing content for your business or writing content

34:08

even as a creator and making things more engaging

34:10

, we want to be able to connect with people

34:13

on that personal level and the

34:15

best Creators have an

34:17

element of that emotional response

34:19

when they're speaking to people . When they're speaking directed

34:21

a camera , they're making them part of the journey

34:23

. That's the whole point , right ? So with

34:26

your content , yes , you're gonna

34:28

have the tactics , yes , you're gonna have the hot

34:30

takes and the clips and so on , but you want

34:32

to have that core Message

34:34

of how we're going to be able to resonate with people . So

34:36

, even with my podcast , I really try to get

34:39

to the bottom of people's stories and

34:41

some of the lessons that they've had as a result

34:43

of what they're doing . And because we're doing that

34:45

kind of forward-thinking approach , guess

34:48

want to share a lot of their experiences . They want to balance

34:50

the personal with the tactics and

34:52

that's what you'll have . People like Justin Welsh

34:54

on my show . The podcast did really well because people

34:57

love to see Justin through that lens

34:59

some of the stories have had . He's raised

35:01

some of things that have risked , that have worried him and

35:03

made him , you know , anxious and

35:05

soft throughout time and his story

35:07

in the past and definitely recommend checking you that

35:09

podcast because it was super interesting in terms of Finding

35:12

out a bit more about what he does , what he

35:14

does , and that's how you're gonna stand out . So

35:17

, with that opportunity as well comes

35:19

where . Where is the opportunity ? I

35:21

do believe it's in podcasts . It's in long form

35:23

. Opportunities in long form is incredibly

35:25

powerful because a lot of people are neglecting it . They

35:28

want to do the talking heads on Instagram , they

35:30

want to do the tick tock dances , they want

35:32

to do the tweets about Andrew Tate . They

35:34

want to just do the basic shit . But if you

35:36

want to be able to stand out , you need to

35:39

go into long form like this and really share

35:41

your individual perspective . Right , because you

35:43

are someone who is an individual , who

35:45

has substance , who has done

35:47

shit in their life , and I would like

35:50

people to Trace

35:52

back through their experiences and be

35:54

able to tell that story a bit more . So if

35:56

you look at stuff that have happened in my life , you

35:58

know I went through the school system and

36:01

then I went into big corporations

36:03

, hated my life , was super miserable

36:06

, started a podcast that went from there

36:08

into fast growth like

36:10

tech startups , also kind of

36:12

hated my life , wanted to build a business from it as a

36:14

result and went to build a business as a result

36:16

of doing that , and that becomes very Relatable

36:19

to people , because a lot of people fucking hate what they're

36:21

doing right , and I like as well

36:24

that we're able to share that experience , people , and that's

36:26

going to be a big part of of what we do . 200

36:29

episode guest who is coming up for

36:31

it ? So I can't share the exact name

36:33

, but it's going to be big podcast

36:35

. It's going to be out in the next week . We have

36:37

our episode recorded from New York . We

36:40

really went all out for this episode and

36:42

it's going to be really getting to the details

36:45

of wealth , health , money

36:47

building and how to live a better

36:49

life , and I really really do feel

36:51

that people are going to really resonate with it . So when

36:54

it does come out , please check it

36:56

out . You know you can subscribe down here

36:58

just to make sure that you're going to see it when it's out

37:00

next week , hopefully . Alright , guys

37:02

. One short little update for Vox

37:04

. I want to give a short overview about my own

37:06

company , my media company called Vox . So

37:08

if you are a company or you are an enterprise

37:11

looking to grow your brand and

37:13

looking to grow your podcast , feel

37:15

free to reach out to work with us at Vox . What we

37:17

do is a fully fledged end-to-end

37:20

management of your podcast . We take care of the strategy

37:22

, the consulting . We take care of the growth

37:24

, the management . We take care of all the editing

37:26

, all the boring stuff , so you can focus on creating

37:28

good podcast and create and growing your brand

37:30

. If you want to grow your podcast and get

37:32

to new users , if you want to grow your business , generate

37:35

more revenue and all that good stuff , check

37:37

out the links down below to Vox . You can follow through to

37:39

schedule a call with our team or else you

37:41

can fill out the application form to see if you qualify

37:43

to work with us . Thank you . Best

37:45

social media platforms for business podcast

37:48

Instagram , twitter and LinkedIn . Here's

37:50

the thing . They all work . It's

37:52

not about what is better , it's about they all

37:54

work and it's about how do you apply

37:57

your own focus to it . I would say

37:59

go deep on one in the beginning . Do

38:01

not spread yourself , tin , because you need to learn

38:03

how they operate . I had a podcast for many

38:05

years . We use LinkedIn for many years

38:08

and then , after doing that for so what long ? We're like

38:10

alright , we have our systems built and our

38:12

process built for the podcast . We were able

38:14

to take that on the Instagram and then

38:16

really focus on YouTube and just be able

38:18

to scale up different platforms , but if it wasn't

38:20

for one going

38:22

deep on one platform , then you'd never . You'd

38:24

never improve right now . In terms of business

38:26

itself , I mentioned LinkedIn being very effective

38:29

because you can do like outreach , you can do inbound

38:31

and so on and so forth , but they all

38:33

do work right . I do recommend

38:36

using LinkedIn , but if you have

38:38

Following an engagement on Twitter

38:40

, you know Twitter's a good place people use Twitter

38:42

for for sales and business

38:44

. Use that if you like Instagram , if you're

38:46

doing info products , it kind of depends on

38:49

the products , right . So I

38:51

would say the info product in man

38:53

Gazi kind of approach kills

38:55

it on Instagram , because people are like I

38:58

want to learn more about building an agency . Here's

39:00

a course for $997

39:03

, let me click on it , buy it frictionless . But

39:05

then if you have a sales cycle , which we do , we

39:07

need to speak to people , understand them , get

39:10

true their discovery , so on . And that's

39:12

when we use LinkedIn for because we can . We

39:14

can , we can validate and basically be able

39:16

to Find our right clients on

39:18

LinkedIn . Same with the info product

39:20

on maybe Twitter or

39:22

maybe service businesses work well on Twitter

39:24

too . My kind of concern

39:27

is that it's going to be lower value . That's

39:29

one thing is that you're not going to really sell the sixty

39:31

thousand . Not a contract to Twitter . I

39:33

could be wrong in saying that , but that's my Assumption

39:37

. And then you've platforms like YouTube

39:39

, which we use for our courses . They work really

39:42

well through YouTube because it has a lot

39:44

of volume . You get a lot of traffic on on YouTube

39:46

. So we work very well on YouTube

39:48

to be able to sell courses in for products and

39:51

that's it . So they're the kind of main platforms . It depends

39:53

on the product and the service . But

39:56

look , if you just like Instagram , just focus on Instagram

39:58

and just go very deep on Instagram and you're going to smash

40:00

it . That's all that matters

40:02

. How to break true a content plateau ? Here's

40:05

the thing you're going to run out of energy every

40:07

once in a while . You're going to get tired

40:09

, you're going to get a little bit sick of the game , you're going to see your analytics

40:11

drop and you're going to get run into a bit of a

40:13

plateau . The easiest way to break a

40:15

plateau is to break your pattern . I

40:18

would say just take a day or two off

40:21

, do something different , go for a

40:23

run , go to the gym , read , just

40:25

kind of release and relax out

40:28

of your mind a small bit because you don't want to get too caught up in this content game

40:30

when you're doing clip , clip , clip , clip , clip . Even yesterday I

40:34

didn't release a clip on Instagram and I was like , oh , I should really do it . And

40:36

I was like , no , it's okay , you know everyone's , in a while you can let these

40:39

things pass and you want to be able to go back to sender . So

40:43

just , first step is to send it yourself . So

40:45

train , eat well , rest . You could be overtired

40:47

, you could be kind of , yeah

40:50

, just not loving the process as much

40:52

and not loving the game as much . As the first step , the

40:56

second step is have a review of what is your best piece of

40:58

content . If

41:00

you're on a social media platform , you can use again

41:02

like an analytics apps and basically you want to pull

41:04

up your best performing posts . So

41:07

I would say , pull up your best five to

41:09

ten posts on LinkedIn , your best podcast

41:11

on YouTube and have a look at the common teams of them

41:13

. You will find

41:15

a pretty quick comment team

41:17

, short , all the episodes , and you want to be able

41:20

to smash that episode or the content again . So

41:23

I often find that if we have

41:25

one way to write a piece of content or one way to create

41:27

a particular episode . We

41:29

should try to repeat that message again , because it

41:31

worked in the past . It's what's working again . So Breaking

41:35

free of that is going to be very , very helpful . So

41:37

, looking at your best performing content and also experiment

41:39

with new stuff . Right , we

41:41

might record an individual video versus

41:43

a podcast . We might want to do a couple more shorts

41:45

instead of long text . But

41:48

just trying to push the boundaries of

41:50

small bit and push to kind of , I

41:52

guess , envelope of what you want to do with your content , how you

41:54

want to improve it , will make a very big impact . It's kind of you , how you

41:56

break your plateau . So

41:59

first , reset yourself . Second is

42:01

look at your top performing posts and third

42:04

is going to be about trying different forms of content . How

42:07

does someone gain influence and authority ? So influence is something I always

42:09

talk about . It's how you're going to be able

42:11

to win someone to your way of thinking . It's

42:14

how you're going to be able to move Industries , is how you're

42:16

going to move your audience , how you're

42:18

going to move your customers and your prospects . You

42:23

need to have a way to influence individuals and you do this through

42:25

having authority . You

42:27

have authority where your experiences , where your

42:29

skills and by the value you can provide people . If

42:33

I show up somewhere and I can speak fluently about podcasting and

42:35

improve someone's podcast , making these changes and so on , that

42:39

allows me to be an influential figure in

42:41

that element and you can use that to your advantage , of course , because

42:46

the more influential you become , you're much more of a trusted

42:48

advisor to companies , individuals , and

42:52

that's the first step , right ? So , firstly , looking at the authority , we

42:54

want to have the experience bucket . So

42:57

, whatever you're doing , do it better , do it deeper , clear focus . Get

43:02

some clear skills in that area . Are

43:04

you a writer ? Are you a content creator ? Are you someone

43:06

who's going to sales Marketing ? Get really clear on

43:08

those skills and learn more . Right , I want

43:10

to improve my sales . So I've bought a

43:12

shit ton of books on sales and I read 20-30 pages on

43:15

sales every single day and I want

43:17

to get better at that . I'm focusing in on that skill and I want to really

43:19

get better on that . And then we couple that up

43:21

with experiences . If I have built this podcast

43:23

, if I've built a business , I

43:26

can speak fluently about it , and people who want to work or want

43:28

to solve that individual problem

43:30

. I can speak to them about that area , specific

43:33

area , I'd say you're going

43:35

to build up the authority and then on influence , then it's

43:38

about how many times you've done it , how good are you

43:40

at doing it and how you can become the category

43:42

of one . So

43:44

two good books to mention on this is category of one and

43:46

also a key person of influence by Daniel Priestley . Daniel

43:50

was on this podcast too and that's about Situating

43:52

yourself , having that piece of deliberate , I

43:56

guess , standard factor to be able to become influential

43:58

. Now

44:01

the last aspect of influence is media . You

44:03

can't become someone let's take an

44:05

example there can

44:08

be a lot of great engineers , but if no one knows

44:10

what they do or what they've done , they're

44:12

not influential . Because they're

44:14

not , they're just in their moment of

44:17

basement . So I think that's a good thing to

44:19

do . They're just in their moment of basement

44:21

. So to become influential , you do need

44:23

media , and that can be social media , that can

44:25

be a book , that can be like an e-book , it can

44:27

be anything

44:29

to do with media . But you want to be able to build

44:31

that leverage so that you become someone

44:34

who's influential in that area and

44:36

then , as that stocks , as your social

44:38

profile , stocks as your authority , stocks

44:40

as your experience of stock , it's going

44:43

to become inevitable that you can share

44:45

these higher , crazy prices that you

44:47

honestly want to get to . If someone was to go

44:49

and interview or to

44:51

, let's say , hire

44:53

someone like Mike Thurston to do

44:56

some fitness coaching or a fitness speech or

44:58

a public speaking , he'd charge

45:00

a lot of money . He used to pay him a lot of money because he's

45:02

an influential figure in that aspect . Who's

45:04

spent years doing this . Okay

45:07

, some good questions here about breaking

45:10

habits and alcohol . So

45:12

why do men struggle to quit

45:14

drinking alcohol ? The reason they

45:16

struggle is because of all the external

45:19

factors . You might think alcohol

45:21

is an internal factor , that it's

45:23

the lure of the drug that people

45:25

want to follow and

45:27

do consistently , but it's actually the external

45:30

factors . External factors is what

45:32

my friends here think , what my peers think , what

45:34

people that I work with , which is crazy right . Well

45:37

, my coworkers think , if I stop drinking alcohol

45:39

, that external pressure actually

45:42

influences people much more than anything else

45:44

, because it's not about , oh , what will I do in

45:46

that one specific conversation

45:49

. It's more about the identity , the

45:51

identity that shifts from someone who

45:54

wants to walk away from a bad habit

45:56

. And you don't need to have a problem

45:58

with alcohol to quit alcohol , to reduce

46:00

alcohol . It is a problem because

46:02

people feel pressured into

46:04

doing it and they feel that they can step

46:07

away from that game . And if they do , they're

46:09

going to run into all sorts of troubles . People

46:11

are going to say why are you doing that ? You've

46:13

changed , so why aren't you like us anymore

46:15

? People will start blocking you and stop engaging

46:17

with you which has happened me , bare-mind and

46:20

they will start to not associate themselves

46:23

with you anymore , because that's a reflection

46:25

of them as well bare-mind , right . So it's that

46:27

external factor that influence it . It's

46:30

also the habit , because

46:32

if you are someone who lives in Ireland or

46:34

the UK , you might get used to going down to

46:37

the bar to watch the football at the weekend

46:39

and to eat some crisps

46:41

and watch football , and that's

46:43

a habit that you have to break . And

46:45

it's like the habit now that I have awakened up and

46:47

being healthy and fresh every single day . That's

46:50

a habit that I had to implement , but now I can't

46:52

break it and that's what becomes interesting . If

46:54

I don't get up and become , go for my walk

46:56

and do all these different tasks , I actually

46:58

get really anxious because

47:01

I have a healthy habit that I've developed and

47:03

it's all about those small habits that

47:05

we can eliminate and that's what makes a big impact

47:07

with your alcohol and that's why people can't

47:09

walk away from that . It's also

47:11

social environment . So

47:13

if I'm in a place like Ireland

47:15

that has a lot of people that drink alcohol , it

47:18

is very difficult for me to do something that doesn't

47:20

involve it At the weekend going to the footy

47:22

, going into the bar

47:25

, going to a club , going out dating

47:27

, going picking up chicks you can't

47:29

do those things a lot of times without alcohol

47:31

in Ireland . So people feel like they can't

47:33

step away from it . They're going to be the oddball

47:35

, the weirdo , but embrace being the

47:37

weirdo , because no one gives a fuck about people

47:39

that are the exact same right If you're just the

47:42

same , fiddling in , setting in with

47:44

everyone else . You don't want to be that individual

47:46

. You want to stand out . So I really

47:48

think that's the first change is the external

47:50

environment , then the internal

47:53

stuff . Then is people

47:55

don't have a substitute for

47:57

the alcohol . It's not that they want to

48:00

build a million dollar business or get

48:02

super shredded or improve their relationships

48:04

or make more money or whatnot . They

48:06

don't attach the opposite

48:09

to giving up alcohol to something

48:11

that's beneficial . Instead , they

48:13

think , well , what would I do if I don't have a drink ? It's like

48:15

you fucking work on a goal

48:17

, you get fit , you build the business

48:19

, you go out , you do adventures or

48:22

you do something fun . You play

48:25

football instead of watching it . You do

48:27

more date nights . People

48:30

think that all the other

48:32

stuff is just taken care of . They

48:34

have a girlfriend and it's a very repetitive

48:38

relationship , but they think that they can't improve

48:40

it , whereas my relationship skyrocketed

48:43

when I stopped drinking alcohol , because our interests

48:46

were just not about going

48:48

out . All the time We'd spend time

48:50

staying in , chilling , watching

48:53

even a bit of TV , chilling with our dogs

48:55

, adopting more dogs , doing other

48:57

things that were much more interesting to us

48:59

, and therefore we lived a life

49:02

that was much more in alignment with us versus

49:04

a living a life that's in alignment with someone

49:06

else's goal . What are the things

49:08

you're giving up this year ? So I

49:11

have to be honest . I was looking very

49:14

closely at my time over the last

49:16

few months and looking at how I

49:18

can improve things . So how can

49:20

we improve things ? In the business , in my lifestyle

49:22

, in my sleep , in my diet , in my

49:24

pattern , everything . And one gap

49:26

I had , which is actually kind of quite weird

49:28

, was how much I was actually assigning

49:31

towards my health and fitness . I

49:33

was not only going to the gym

49:35

every day , which is what I want to do , which is what I'm still doing

49:37

, but I was kind of just pissing about

49:39

a lot of times . I was going

49:42

to the sauna way too much , going to do

49:44

an ice bath way too much , chilling in the sun

49:46

a bit too much , and not that I was taking

49:49

it easier

49:51

, it's just that I was allocating more time to it . So

49:53

my gym was further away , it was like 20

49:55

, 25 minutes away . So I had to drive there , train

49:58

, eat and

50:00

then drive back . So I noticed that

50:02

a time sink I had was that I was

50:04

allocating way too much time to

50:06

just getting there and coming back . So I

50:08

made a decision in December to

50:11

step away from the more generic

50:14

like gyms the more ones that you'd find

50:16

people to like hang out with , basically

50:18

and just focus on the earth

50:20

and the craft of training when I'm training . So

50:22

an hour or even

50:24

less . We've

50:26

changed me and my coach , our training schedules . So

50:28

now we're down to as little as

50:31

30 minutes a day of training and

50:33

that's clear , dedicated training

50:35

to . I did a leg session today in 35 minutes

50:37

and if I didn't have

50:39

this new way of training whereby I

50:42

made a quiet gym I mean somewhere

50:45

that no one really knows and I'm just grinding

50:47

it out then I actually wouldn't be able to get it

50:49

done and I've been able to optimize my time a lot

50:51

better . I've been much more efficient , much more effective

50:53

. I've been able to get more work done and just

50:56

chill the fuck out . When I was in America

50:58

for the last few weeks , I was going to bed really

51:00

early and waking up really early and feeling

51:02

way more rested . So I was getting the

51:04

bed around as early

51:06

as half eight , nine , nine PM

51:08

and I was up at five AM , able

51:10

to get my work done and get my work done

51:12

pretty early , and it was great

51:14

and I loved it . Way more time in my day . When

51:18

I'm here and when I'm in Asia , I often find I was

51:20

going to bed quite late because I was very Stuck

51:23

for time . I was always like behind and I was chasing

51:26

and I was rushing . So I was like , okay , how

51:28

can I optimize my time , get

51:31

back my time , win my time back , and

51:33

this is how I'm doing it . So move

51:35

to a gym . That's like a model for my house . I

51:38

don't necessarily train with lease all the time , which

51:40

means going to the gym with her . You know she got

51:42

the gym what she wants to . I'll go to gym when I want to . I

51:44

just get in , get out , come back . Same

51:46

my food as well . I have my

51:48

food fully outsourced . All my meals are taken care

51:51

of by a Restaurant and

51:53

a day will send me the food throughout the day and then

51:55

I'll just get get my food in right . So

51:57

I don't cook , I don't clean . I

51:59

know have I've

52:01

had cleaners for the last couple of years

52:03

, but now I've kind of a bit more focus on it too . So

52:06

just making sure that like that's running

52:08

effectively basically . So I have much more my

52:10

time back to either focus on the business

52:13

, the podcast , or just taking it easy . How

52:15

do you build leverage ? So

52:17

leverage is defined as Putting

52:20

one unit of ink of input in

52:22

and getting two units of input

52:24

back out and again . The

52:26

only way to build ever leverage is

52:28

media , code , labor

52:31

and capital . It's the only four ways . No

52:33

other way to build leverage . So what we need to do

52:35

is either be able to make more money . Use

52:38

and use capital to make more money . Create

52:41

media forms so that we can grow

52:43

on media with a disproportionate return . Increase

52:46

the amount of efficiency we have with code

52:48

, which is like product building a product or

52:51

labor . Employee more people to do

52:53

more stuff . Labor is

52:55

the most difficult element of Leverage

52:58

to scale , but it's usually what people utilize

53:00

first , which is even what we've done in our company . I

53:03

used to edit all our files . I used to

53:05

once , a lot of time , edit these podcasts . Now

53:07

I don't anymore , thankfully . I

53:09

used to . I've never actually done my design

53:11

, but we've used to be able to do more design work

53:13

. Now it's all done , basically

53:16

. So , being able to utilize those , these different

53:18

forms , allows us to have more leverage

53:20

. Now , what is the easiest form

53:22

of leverage ? It has to be media

53:24

, because building code is difficult , making

53:27

money is difficult we don't have it and

53:29

also hiring people as impossible unless you have money . So

53:31

leverage through media is the easiest

53:33

form , which is social media , which is writing

53:35

posts coming out with content , so on and so forth . That's

53:38

why I always focus on media

53:40

as a leverage , because it's simple to return

53:42

. Right . We've done 34

53:44

million views on kickoff sessions . I

53:47

have not that go and knock on 34 million

53:49

people's front door and say , will you watch this clip

53:51

? The internet does it for you

53:53

. So you , going forward

53:55

, you need to be able to leverage media

53:57

to be able to grow your business and your brand

53:59

. It's a simplest form . It's kind

54:02

of frightening that people don't leverage this , and

54:04

you have to take me as an example . I'm

54:06

from the back ass of Ireland , nowhere

54:09

, no one know and no one knew who

54:11

I was . I didn't have any like one

54:13

to like do this for me . I was just

54:16

releasing the content and it was growing and

54:18

then we were to build the brand and get

54:20

you know , grow it Exponentially and have

54:22

insane amount of guests on the show and

54:24

everything as a result . So it all started with

54:26

the first post . That's what you need to focus on , the

54:28

first post , cool

54:33

. So let's finish up with some quick fire Put

54:35

um , actually get rid of that . Hold

54:38

on . Before we finish , actually get rid

54:40

of that . Let's get

54:42

into some quick fire questions . So , biggest

54:44

guests of 2023 ? There was no biggest

54:47

guests . All guests are treated equally . Some

54:49

of the biggest experience I've had for sure was

54:51

either recording with Justin water or recording

54:53

with Justin Welsh to Justin's that . I

54:55

love that approach . It was fantastic . We were able

54:57

to get these really like amazing podcasts

54:59

. It was a big moment for me for sure . Some

55:02

of the questions here is how to break bad habits . It's

55:05

very simple remove them from your life . So

55:07

if you or someone who drinks alcohol or eats

55:09

sugary sweets or so on put them

55:11

in the drawer , then don't put them in the drawer

55:13

. Just don't bite them at all . Keep them outside . The

55:16

first step is just eliminate . Have the elimination

55:18

element . Get that bad habit out of your

55:20

life . Goals to 2024 . So

55:23

what we want to do is focus on building this podcast

55:25

as big as possible . Please like this video . Also

55:27

, we want to be able to grow of oaks as

55:29

big as possible , too . We're putting a lot of time

55:32

on building a Seven figure

55:34

business . That's the goal for this year , and

55:36

we're doing that with very clear and consistent

55:39

and , you know , concise , repeatable

55:41

frameworks every day . We go after it every single

55:43

day , and I also want to create a bigger

55:45

Impact with this podcast . I want to connect with more people

55:47

. I want to do another 30 million views

55:49

this year with the right people , learning

55:52

from the content , growing for all the right reasons

55:54

. What is the infinite game . The

55:56

infinite game is the game that doesn't end . You

55:59

want to only play Infinite games and

56:01

the reason why is because an infinite

56:03

game has no result , has no end

56:05

result and there's no exit . And because

56:07

you play infinitely , you're not . You're less worried

56:09

on result and more worried about the process . And

56:12

this is where everybody falls down , because everybody

56:14

is focused on how can

56:16

I finish this task out , how can

56:18

I just put out one post and goes viral

56:21

and I make a lot of money . That's the wrong

56:23

way to view it . You will inevitably win

56:25

if you just keep on playing the infinite game , because

56:27

it doesn't end , and that's the beauty of

56:29

doing it Right . Most people are just jumping

56:31

in and out . They want to get in and want to leave , and

56:34

that's why they quit . And the only

56:36

way to lose infinite game is to

56:38

quit . The only way to lose the game entrepreneurship

56:40

is to quit . Only way to lose

56:42

the game as a creator is to quit . If

56:44

you keep on playing , it leads to

56:46

better returns and leads to a better

56:48

satisfaction overall . You're not going to have

56:51

to want to quit . You're going to be able

56:53

to understand that you're playing this for a long term

56:55

and you're going to want to win over the long term . It

56:57

leads to much better satisfaction because

56:59

, instead of being like I want this right

57:02

now , you know that you're going to keep on going

57:04

with it , and that's tough to play , right

57:06

? How do we know that we can play a game

57:08

infinitely ? You don't , so you want

57:10

to just find something that you can do for a hundred

57:12

weeks . Hundred weeks is two

57:14

years , so if you can do that for a hundred

57:16

weeks , you're going to be golden . Start

57:19

small , follow the Sahel bloom approach

57:21

to 30 for 30 , do a 30 minutes

57:23

a day for 30 days and after that 30

57:25

minutes day , you're going to build a really good habit and

57:27

you're going to be able to see is this something that you really want to do

57:29

for the long term ? And then , if it is , keep

57:32

on going and you'll do it for a hundred weeks , I guarantee

57:34

it . So that's it . I want

57:36

to wrap up this Q&A session . I want

57:38

to say a massive thank you . I really appreciate it . If you did

57:40

like this video , please subscribe them below

57:42

. Also , like the video ? Leave a comment . It also

57:44

leads a lot of help as well with growing

57:46

the channel . And until our 200

57:48

episode , I will see you next week , and

57:51

don't forget to keep an eye out for it . Thank

57:53

you .