0:00

Have you seen what's happening in India? No?

0:03

Did I talk to you about the marketing valuations in

0:05

India? Evaluations? Yeah,

0:07

we have a mutual friend that I met at one of your events.

0:09

I'm not going to mention her name. She's Indian, so you can

0:11

guess who it is. You

0:14

know who I'm talking about. Lives in San Francisco.

0:17

Oh yeah, yeah, yeah, yeah, she's an amazing person.

0:19

Yeah. So she introduced me to some

0:22

companies that help take you public in India. Her

0:25

family, you know,

0:27

they took one of their companies public in India.

0:29

Manufacturing business, are

0:32

the things worth seventy times pe

0:35

multiple? Like price to earning seventy

0:37

times is a ridiculous multiple

0:39

for manufacturing. I'm not saying she did a

0:41

bad job. I'm saying she's do an amazing job.

0:43

Good growth. I hope her stock triples or

0:45

quadruples. She's an amazing person,

0:47

so's her family. But India

0:49

just has crazy valuations. Do you have

0:52

mosquitos in here? I don't know. India

0:56

has crazy valuations. Devin

0:59

was talking to me about data center companies.

1:01

He's able to buy him here in the United

1:03

States for three times

1:05

profit, and He's like dude, some

1:08

of these data center companies are public

1:10

in India at one hundred and sixty

1:12

times multiple of earnings. But

1:15

there's a big caveat to all this. What's

1:17

a big caveat? How are you going to take the money out?

1:20

You can't take the money out. There's ways to take it

1:22

out legally. You just have to pay your taxes right

1:24

when you sell the shares and then you can repatriate

1:26

the money. But

1:27

the bigger

1:30

issue isn't that.

1:32

It was funny because I talked to some of the guys who take

1:34

companies public in India and

1:36

I was like, wait, you're telling me I can get

1:38

like a three four x valuation more

1:41

than what I would get in the United States. I don't ever

1:43

care to be a publicly traded company, though. That's a real

1:45

issue, and you

1:47

know, I had conversations with them and all that kind

1:50

of good stuff. And the

1:53

biggest problem, though, is you

1:56

know, whether I don't want to do it or not. And I

1:58

was already hesitant from day one, but I was like, yeah,

2:00

let me just take the call. I can always learn more. Funny

2:03

enough, the private equity shops have been onto it for

2:05

years and they've been already running this arbitrage.

2:07

Like they were talking to me about like yeah, General Langik is

2:09

doing this deal, and wereber Pinkus is doing this

2:11

deal. I'm like, oh, these are all American private equity, but they're

2:13

like yeah, they're here trying to buy things at

2:15

cheaper multiples and just take them public or sell them

2:18

at much higher multiples. You will always find the

2:20

arbitrage and milk the

2:22

crap out of it. I mean, that's her job, right,

2:24

Like our job is to be good at marketing. That's that's all we

2:26

do. And that goes back

2:29

to what we talked about last week. Remember people like, oh, yeah,

2:31

private equity sucks at marketing. Well,

2:33

if you can buy something here for ten times

2:35

profit and you can go public there for forty

2:37

times profit and you can

2:39

get liquidity there, you don't have to

2:41

be good at it. You don't be good at marketing. It's

2:43

a sales it's a relationship based sales

2:46

type of situation. I was like, I'd

2:49

rather do that business than actually trying to grind

2:51

it out doing marketing. What you really

2:53

do? I mean at this point, it's like, you know, you've

2:55

done marketing for how many years? Twenty

2:58

four five years.

3:01

No. No, I'm saying if I had a company, I

3:03

was buying a company and someone said, hey,

3:06

you can trial this marketing stuff. You can create

3:08

twenty thirty forty percent more efficiencies and

3:10

grow the company thirty forty more percent. Or

3:13

you can just sell the company here and in twelve

3:15

months you'll make four x your money. I'm a

3:17

financial guy, would take the four x

3:20

now for me. The reason I don't

3:22

do a lot of this kind of stuff is NP

3:25

digital isn't. I never built the agency

3:27

to make money. It's a love project,

3:30

and for some reason, I just want to build a big

3:32

company, and when it has nothing to

3:34

do with valuation, has everything to do

3:36

with can I just be the holding company? Well, also because

3:38

it's fun. Also,

3:41

it's also some sort of identity, Like

3:43

every time people like,

3:46

hey we should you should sell to us or whatever,

3:48

I have this like not

3:51

butterflies in my stomach, but this weird feeling

3:54

where I'm just like, well, if I don't

3:56

have this, what do I do? Now? I can go buy

3:58

more things and grow more companies. I'm been a serial

4:01

entrepreneur, but this company has my name

4:04

tied into it, so I feel

4:06

like I'm tied to it like a child of

4:08

mine, and I just can't give up my child.

4:11

It's like someone telling me, would you take a billion

4:13

dollars for your kid? I would love a billion dollars,

4:15

but I would never give it my kid for a billion dollars. I love them

4:17

too much. So what do you say to the people where it's like, your

4:19

business is not your identity when

4:22

yours is. I would

4:25

tell them go take the cash,

4:27

especially if it's life changing, and go do something

4:29

else. And I'm not saying I'm well

4:31

off, but I've done decent enough.

4:33

Where as long as I don't

4:35

buy ferraris or waste my money on

4:37

crazy things, I'm kind of okay.

4:40

Well, what I was saying was the people that

4:42

say your business, your identity should

4:44

not be tied to your business. What do you say

4:46

to those people? I

4:48

agree with them, but you're

4:51

tying it to your your identity. Yeah,

4:53

but the business isn't generating much

4:55

revenue at all because of my name. It's

4:57

more so I feel the identity

5:00

of myself is in the business, not

5:02

that the business needs me. I'm saying I

5:04

need the business. It's like a child of mine

5:06

and my kids saying I'm ready to leave college.

5:08

No, I don't want you to leave college. I want you to

5:10

stay with dad. Dude. I have a video clip

5:13

on my phone of my daughter

5:16

me asking her, Emma, so where

5:18

are you going to live when you grow up? And she's like, Daddy,

5:21

always live with you. I was like, oh, thank you,

5:23

honey. I can repeat that video to her. Yeah,

5:25

and I do. I've repeated her like a few

5:27

times a week. And then the other day

5:29

she had me recorded another bade. She's like, dadd ye, I want

5:31

to talk to you about leaving you, And

5:34

her new one was, you know, Daddy, I

5:36

decided that I may not

5:38

live with you forever, but I'll live right

5:40

next door to you in Beverly Hills. And I was like,

5:42

okay, honey, I'm like that works too. That's

5:45

a good daughter. And William says

5:47

nothing to you, No, he just

5:49

says, give me milk, all

5:54

right, real quick. I need

5:56

to tell you about the group that Neil and I

5:58

created called the Agency Owners Association.

6:01

And this is a group that's similar to entrepreneurial

6:03

organizations such as YPO or EO. By

6:05

the way, Neil and I are both a YPO, but we

6:07

thought it would be really cool if we're able to

6:09

create a group that's dedicated to agency

6:11

owners to helping them scale, so you could be at six

6:14

figures, seven figures, eight figures. We have different groups

6:16

for different levels. All you have to do is go

6:18

to marketing school the io Slash

6:20

Agency. Again, that's marketing school the Ioslash

6:22

Agency, and you can go there to apply.

6:25

And I will tell you right now what we're doing is there's

6:27

an online community there is

6:30

we do calls every now and then there's stuff that

6:32

we share in there that we don't share publicly,

6:34

and you can at least the online community, you can

6:36

counsel any time, so you can go there to learn more about

6:38

it. And that being said, back

6:40

to the podcast. Have you

6:42

seen this guy that ran the entire continent

6:45

of Africa? No, ran

6:48

the whole continent of Africa, first human

6:50

to ever do it. So this guy's name

6:52

is Russ Cook. Dude, I've seen on Instagram

6:55

you're talking about running. I think meant like

6:57

ran the whole content. I'm like they

7:00

each country has their own leader. I thought you meant like,

7:02

no, no, no, sorry, sorry, like physically

7:04

rat they guy with like a beard and everything. Yeh yeah, yeah,

7:06

So Russ Cook his his handel is hardest

7:08

Geezer mission complete. So

7:11

this video, so when he completed sixteen million views

7:13

and this guy's just been running, I think he's got

7:15

three hundred and fifty k followers. But I'm

7:17

looking at all the impressions here, three million impressions,

7:19

five hundred k impressions, sixteen million impressions,

7:23

one point one millionmpressions. And you know what's funny, it's

7:25

not even funny. The

7:27

company that was really smart about this was Hughele.

7:29

You know hewell, no, he was like the

7:31

meal replacement drink. It's like got banana flavor,

7:34

chocolate and all that. Steven Bartlett shares

7:36

it on his divers CEO podcast, And

7:39

so Hugh was smart enough to sponsor him. I think

7:41

there's another company that sponsored him throughout

7:43

the whole way. It's like he was like

7:45

there all the time. The brand kept appearing with

7:47

this guy, and this guy was the experience. This guy was a

7:49

story. This is as if like Nike

7:52

sponsored him. That's smart. Have you ever

7:54

tried Hugh once? Is

7:56

it good? It's not bad, but it's it's

7:58

not like it doesn't have organic

8:00

ingredients, not that this boba has organic

8:03

ingredients, but you get what I mean. It's

8:06

pretty, it's decent. The kick I'm on and I

8:08

saw it on Instagram was salad power. Have

8:10

you seen those videos on Instagram with the salad

8:12

power is wandering that you take

8:14

a day, has spinach, kale, broccoli,

8:18

carrots, a little bit of apple, a

8:20

little bit of lemon. I could go to see ingredient

8:22

tastes like V eight tastes really nasty.

8:25

I think it's that bad. I think it has organic.

8:28

It's I think it's organic. Don't quote me on that. I

8:31

hate the taste, but I try to drink one pouch

8:33

a day because I was like, you get double the dose

8:35

of your daily required vegetables.

8:38

Oh interesting, Well, I'll

8:40

have to try it out. But I'm

8:42

just looking at this guy's sweets over here. So when he's

8:44

got ten hours remaining to run, six point three

8:47

million impressions and then one

8:49

million over here, it's just a lot. And if

8:52

you're Heuel, who knows how many impressions

8:54

you got from this, probably was worth it. I'll

8:56

be crying after I finished it. Yeah,

8:59

I mean, I don't know how what do

9:01

you call that? It's not even the

9:04

the edges of it. It's not the diameter, well,

9:07

the whole entire, like continent, if

9:09

you're running the whole way. He ran

9:11

the on the on the outskirts. Yeah,

9:13

he didn't just run through the middle to get oh no, no,

9:16

the whole thing. How long did it take him as many months?

9:18

Right? Yeah? Yeah, dude, that's ridiculous.

9:21

Yeah, anyway, we don't know, like we

9:23

don't know our geometry. So it is what it is.

9:25

Yeah, it was a perimeter. He ran the perimeter. Did

9:27

I see the perimeter? Diameter? Diameter the

9:30

perimeter? You're right. The only

9:32

other person who I know who can do this who's great with marketing

9:35

is David Goggins. Yeah, he's

9:37

not a marketer. But the reason his

9:39

content does well and he does well from a marketing

9:41

standpoint is really

9:43

polarizing. Like who would

9:46

go and run the perimeter

9:48

of Africa? Very few people to know

9:50

one. It's so crazy and out there

9:52

that you're just going to naturally attract a lot of eyeballs.

9:55

It's like the same thing the guy is. There's another

9:57

guy who is running across the United States. I don't know if you saw

9:59

it in No, not Forrest

10:01

Gump. I don't know the dude's name,

10:04

but The same goes with David Goggins,

10:07

like he'll be traveling on

10:10

crutches and not care and

10:12

he's like, oh, it's all excuses. Oh it's a dude.

10:14

I used to live with him in the same community

10:16

in Las Vegas, no joke.

10:19

It would be like one hundred and ten degrees outside

10:21

fahrenheit, and the dude is running,

10:24

not running like a mile or two, you'll run like twenty

10:26

miles. Who wants to run in one

10:28

hundred and ten degree weather. It's like my wife,

10:31

she took me to a hot pilates class

10:33

in Vegas years and years ago when

10:35

I used to live there, and I was like, honey,

10:39

you're telling me we're paying to

10:41

go inside a class that's just

10:43

as hot as his outside to

10:46

do yoga. And I just sat in

10:48

the back of the room. Hot yoga, hot pilates,

10:51

uh plates, yoga, doltates.

10:53

I don't think you can do hot pilates, hot

10:55

yogat hotls. I don't know the difference it was one

10:57

or the other, but I just know I

11:00

sat in the back of the room on a mat and

11:02

I just laid there like a snowflake, and

11:04

I'm just like, screw this. This is too

11:06

hot to do any type of exercise. Well,

11:08

the point of all this is this type of marketing.

11:11

It to stand out, you have to be remarkable, like,

11:13

no regular human beings going to run twenty miles

11:15

in one hundred ten degrees. No regular human beings

11:17

going to run the perimeter of Africa. Plus

11:20

let's not forget how dangerous that is. So

11:23

if you want to stand out, go do something that's remarkable.

11:25

How many miles is the perimeter

11:29

of Africa? I

11:31

can just ask Google Africa

11:34

solt line has some of the condom measures from

11:37

north to south about four thousand, six hundred miles.

11:40

It's not actually telling me about the perimeter. Thanks

11:43

Google, you didn't answer My face didn't as chat cheep,

11:45

okay, ask chat GPT. Let's see if you actually get

11:47

the answer. Okay for here, I'll ask right now.

11:50

See I have the app? Do you have the app? No vertical

11:54

laying four five hundred miles? Yeah, none

11:56

of them are giving it to

11:58

me. I'm looking at like the top ten results of the perimeter

12:02

of Africa. I

12:04

asked, how many miles is the perimeter of Africa?

12:07

Their nineteen thousand miles. That's

12:10

right, right, Yeah, nineteen thousand miles. But eighteen

12:12

nineteen fifty, so nineteen thousand

12:14

miles, nineteen thousand miles. How

12:16

many marathons is that? Nineteen thousand by

12:19

twenty six seven,

12:21

he runs seven hundred thirty marathons. Yeah,

12:24

but how many days did it take him? Who

12:26

cares? He runs seven hundred and thirty marathons. I

12:31

can run a marathon or too, chat,

12:33

dude, No, I can win one or two. That's I said.

12:35

You can run it all straight. Yeah. It was

12:37

a great runner in high school. I still am a great runner.

12:39

Did you run track? No, dude,

12:42

I will sat runner then I

12:44

didn't want to. I had the opportunity to, or like one

12:46

hundred and twenty five pounds. I'm

12:49

like light on my feet. I can keep sure. We're already the

12:51

LA Marathon. Okay, I'm

12:53

down. What damn it like

12:56

on the treadmill here? Somebodays, I'll just

12:58

run like ten fifteen miles. Oh, I don't sweat

13:00

when I run ten miles. I can just keep going.

13:02

Oh, okay, all right, next year. Like

13:05

when I used to work out with my buddy Terry at

13:07

some places, just for shits and giles,

13:09

we would crank up the treadmill to like

13:12

twelve speed or thirteen. I can actually continue

13:14

running. I can do a really quick mile. Wow, I

13:16

can do a mile under five minutes, no problem. All

13:18

right, I guess we're doing it. But on

13:20

the floor side, it ends up where I

13:22

live, I don't know that. On the flip

13:25

side. When I was doing CrossFit and they

13:27

had me run around the building with a

13:29

tire strapped onto me with weight like a rope

13:31

and tires, Dude, after

13:33

I ran the perimeter of the building, nothing

13:36

like Africa, I was the last one

13:38

in the building. I was one of the first ones

13:40

to leave. That's how slow I was. I

13:43

was just dead and I couldn't work out the rest of teak. That's

13:45

different. So like Gary VV made

13:47

a good point here, like if you ask him to run, he can't run, right,

13:49

But if you ask him play basketball for four hours, he can

13:51

do it. So it just depends on the form factor

13:54

that you're using. Yeah, and those examples giving

13:56

like just because I can run, does it mean I'm

13:59

the strongest or the It is like if you give

14:01

me a lot of weights and I have to go up like

14:03

crazy hills and stuff, I don't do

14:05

well. But if you just tell me to like run small

14:08

hills or whatever. But if you're telling me like to hike amount,

14:10

dude, I'm screwed. Just running straight,

14:13

no problem, yep. So the key takeaway

14:15

for everyone here is how can you run seven

14:17

hundred and thirty marathons for what it is that you're trying

14:19

to do and other net

14:21

I think it's a good place for us to end, So we're

14:23

gonna end it. Go to marketing school. That io slash

14:26

agency if you want to go your agency faster. That's

14:28

the community that Neil and I have. We're like communities

14:30

everything. We think it's the next funnel, the next way

14:32

of growing your audience through

14:35

community. Check it out, don't forget to rate

14:37

you subscribe, it helps scrore you. Let us know

14:39

what you continue to think about these long

14:41

form episodes and we'll

14:43

see you. We'll see in the next episode.