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Jason Fladlien’s Webinar Success: From Zero to $250M in Revenue
27th January 2024 • The Google Ads Podcast • Solutions 8
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Kasim sits down with Jason Fladlien, the "Quarter-billion Dollar Webinar Guy," as he reveals the secrets behind their incredible success.

In this episode, learn the importance of using solid metaphors in business and how small tweaks in your metaphors can be a game-changer in sales. Furthermore, discover Jason's commitment to excellence in creating webinars. He dedicates extensive time to research, ensuring that every minute of the presentation is well-crafted and valuable. This approach reflects the principle that 10x growth is easier when you do less by removing constraints and just focusing on your unique abilities.


Discover the secrets to Jason's impressive webinar success, from crafting powerful metaphors to the value of reputation in business. This episode provides valuable insights for those looking to achieve remarkable results in the world of webinars and marketing.


More about Jason Fladlien: https://jasonfladlien.com/\


10X Is Easier Than 2X by Dan Sullivan with Dr. Benjamin Hardy: https://10xeasierbook.com/


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Jason Fladlien: The Most Quoted Person in Alex Hormozi's Book | Perpetual Traffic 518:   

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0:00 Jason Fladlien’s Webinar Success: From Zero to $250M in Revenue

1:07 The importance of solid metaphors

3:07 How much time goes into making Webinars?

7:23 10X Is Easier Than 2X

10:32 Jason Fladlien is the most quoted person in Alex Hormozi's book


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Transcripts

Kasim:

I am honored today to have my good buddy, my business partner in

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:

the Driven Mastermind, the 250 million

webinar guy, or if you prefer, the

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quarter billion dollar webinar guy.

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Jason Fladlin.

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Jason, thanks for being here.

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Awesome.

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It is a pleasure, my friend.

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the way that I've described Jason

to other people it's like going to A

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schoolyard fight, knowing that your

big brother is going to show up.

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Anytime I ever have to do anything when

Jason's there, it actually, it makes

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me lazy, It hurts my growth as a human,

because I just know Oh, Jason's got this.

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Jason's going to be able

to answer the questions.

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But the amount of value I've seen you

provide, we're on a Wednesday call

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every single week together for 90

minutes and you just melt people's

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faces with the shit that you know.

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And so I'm super excited to

have you here on the podcast,

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providing value to our listeners.

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Appreciate your time today.

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If I can serve and help, then I'm happy.

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Yeah, I have no doubt you can.

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And Will, speaking of, we always like

to start off with a nugget, quick hit

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value, just so people feel like they're

getting something out of the gate and

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we're not wasting their time with banter.

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Do you have something that you

think the Perpetual Traffic

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listener would benefit from?

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I think so, yeah, the metaphor.

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It's weird, I take this for

granted, Qasim, but looking back

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at all the major record breaking

campaigns we've done, we've always

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had some sort of solid metaphor.

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that the end user could wrap their

heads around instantaneously.

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And I was just working with a

consulting client the other day, and

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we were going through her webinar,

and I'm just like, you're metaphors.

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. If you could have a metaphor here, then

everybody could understand this right now.

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Here's what happens when we're

teaching concepts to people.

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They don't know them, so it's an unknown.

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can try to teach things that are unknown

that they don't have any real experience

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with or understanding of, and you can see

how that's really hard to teach, right?

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Or we can link it to something

that is known, and then everything

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becomes much easier to understand.

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And so I was working with her

through metaphors and the rule

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set that I have with metaphors.

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Because sometimes people come

up with good metaphors, but

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then they create objections.

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So I have another client.

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they came to us with a metaphor for this

roadmap for a course, and they're like,

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these are the 10 flags you're going

to plan as you climb up the mountain.

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And I'm like, ah, I wish we could redo it.

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It's too late.

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They'd already shipped it out.

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But the metaphor of a mountain is you

could die climbing to the top of it.

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It's hard.

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So that create an objection.

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So we're always on the hunt for the

greatest metaphor that doesn't create

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objections, that's easy to understand.

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And when people say, Oh, now that

I get this, I can relate it from a

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known to an unknown and they learn

more and it's more persuasive.

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With the right metaphor.

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So my business partner and I

will spend an hour like for a

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product that we're launching on

just the perfect metaphor for it.

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One of the things that impresses

me about you so much is the amount

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of time you're willing to spend.

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You shared something with the mastermind.

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It was a week or two ago.

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You're working on a webinar and I

forgot what the ratio was, but like

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for every minute of webinar, it's

however many hours of research.

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. So the funny thing was I have about

maybe a minute in this webinar of

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we're talking about using Shopify

as the e commerce platform.

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So we're helping people to

get started in business.

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And one of the components is

the framing is storefront.

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By the way, notice I call it

storefront, not e commerce site.

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Storefront is something people are

more aware of E commerce site.

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There are many metaphor, if you will.

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And I'm thinking, how do I

present Shopify best foot forward?

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Easiest to understand.

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Somebody can accept it immediately

and not get confused by it.

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So I'm doing this research.

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And one of the articles I find in my

research was by you, remember that?

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And you had an article on like the 15

reasons why Shopify is the best e commerce

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platform or something along those lines.

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And so I'm synthesizing all of

these little bits and pieces.

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It's like a ransom note where you

cut out every little letter from a

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magazine and you glue them all together.

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I'm trying to compress that

in, and that is for maybe a

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minute of runtime in a webinar.

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for that particular thing, I've

spent 15, 20, 30 minutes just

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figuring out how I can make the very

best minute of that presentation.

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Now, Qasim, I have the luxury of doing

that, because I've been able to Build

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my business in a way where I can stay in

my unique ability as much as possible.

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Not easy to do.

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And it took me about 15 years to

figure that out, but I pretty much

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just focus on a couple things.

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The main thing that I mostly focus

on is the webinars when it comes.

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Time to block and tackle, if you

will other than that, it's, strategic

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partnerships with people who have the

best products that we can build the best

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marketing and the best funnels for them.

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So the main thing I get to

focus on in most of my working

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hours is creating webinars.

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So I have the luxury of spending 50

to 100 hours developing a webinar.

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Because I don't have to do all the

other stuff that most other people

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have to do in their business.

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Here's one more little

interesting thing for you.

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So Perry our business partner

in Driven, he mentioned about a

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copywriter called Daniel Throstle.

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And he's Oh, I think he's the best.

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So I went and signed up

for his list one day.

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This was very early on when

we just first launched Driven.

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I started dialoguing back and

forth with him a little bit.

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And I end up running an ad on Daniel's

list and I don't know if that was

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the cause of it or not, but we had

a copywriter come through because

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that was my whole thing is like

nobody knows how to write copies

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specifically for webinar funnels.

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So I'm going to train you in

the hopes that maybe I can hire

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one or two of you in the future.

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Disclaimer, I do no hiring.

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My business partner, Wilson

Matos, does all the hiring.

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I, as in the royal we

of the company, hire.

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And Will's been showing me copy lately

for this new project we're working on.

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And it's really good.

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Usually when we have an in

house copywriter named Matt has

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worked with us for 10 years.

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Who's amazing, but he's

over booked very quickly.

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So now we need outside help for copy.

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And so Will's been sending me

this additional copy and I'm

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like, this is really good.

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And he's yeah, we got a new hire.

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And then Daniel emailed me like last

week and he was Hey I heard you're

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working with this copywriter named Paris.

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And then I'm like, are we, I

just knew we had a copywriter.

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I text Will and I was

like, is that who it is?

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And he's yeah, that's who it is.

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So then I emailed Daniel back and

I'm like, yeah, I guess we are.

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I didn't even know this.

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That's how hands off I am.

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That I didn't even know the name

of the copywriter that we hired

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to write the supplemental copy.

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And I told Daniel, I

was like, I'm grateful.

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The fact that I don't have

to get hands on, that I can

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stay hands off so I can stay.

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working on the webinar, which for

this client and this particular

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project is the highest leverage

value that I could possibly focus on.

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But I do that at the expense of pretty

much eliminating most everything else

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on a day to day basis in my life.

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Have you read 10x is easier than 2x?

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Yeah, so Benjamin Hardy is a, I

would consider him a close friend.

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He sent me an advanced copy of that

even before it was released as feedback.

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In fact, one of the

people in that book Dr.

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Alan Bernard I introduced him.

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To Ben and Ben end up using him as a

focal point for that book because Dr.

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Alan Bernard pretty much is the

torchbearer of theory of constraints.

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So the book, the goal Alan is

like the shepherd of that now.

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So theory of constraints is a different

way of looking at 10 X, meaning if

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you remove this one constraint, you

could 10 X or 100 X of business.

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I try to live that ethos as much

as possible that Ben talks about,

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I'm not as brave as Ben is on it.

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I really admire him because he's ruthless.

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Cause you have to sacrifice your

80 percent to focus on your 20%,

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but then you do that, you lock it

in and you get really good at it.

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And guess what happens?

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You have a new 80 percent that you have

to sacrifice and it just never ends.

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You just continue to hone and to

fine tune into and to narrow down.

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Yeah.

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Which is razor sharp, but it's

the most clinically effective

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tool anybody's ever had.

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Yeah.

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it's a matter of, and this

is something I struggle with.

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It's a matter of how much, how big

do you want to go and is it worth it?

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So I've eased off the

gas in my elderly years.

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I'm geriatric in the internet

business, been at it for quite a while.

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And I'm like, man, I'd rather get third

or second place these days but sleep

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well at night, then get first place,

beat everybody else and feel exhausted.

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But maybe that's a temporary state.

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Second place still makes a ton

of money, but it has to work

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half as hard as first place.

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That's how I'm feeling these

days where it's just okay.

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I'm not willing to make the sacrifices

anymore that I used to make it to

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get the edge that I used to have.

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So you get your edges in other ways.

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Now, with that said, like the

biggest edge you can have in

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your business is your reputation.

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And so I'm very fortunate and

you've seen this many times, right?

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Qasim, that just who I am when I walk

in a room does 90 percent of the heavy

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lifting in the rooms that we play in.

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So a lot of my work is done

for me and that's the result

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of the input of 15 years.

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of relentless pursuit of excellence.

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Yeah.

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that's not a small statement, man.

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I have seen it.

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It reminds me of, I was listening to a

Joe Rogan podcast and I forget who he

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was talking to, but they were talking

about how once a comedian gets to a

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certain level, They actually can't bomb.

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Yeah.

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Because people go knowing,

Oh, it's Chris Rock.

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I love Chris Rock.

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I've got 15 years Chris

Rock, embedded in me.

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So anything this dude says, I'm

going to laugh at because he

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has that context to draw upon.

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And it's not that he's not funny.

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He gets to be meta funny because he

has All of that history with you, and

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I feel like you have that same thing.

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You've planted so many seeds, and

you've trained so many people.

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Dude, is it fair to say you're the most

quoted person in Alex Hormozy's book?

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Yeah, that is fair to say.

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That's crazy.

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Hormozy's, what, easily the greatest

marketer alive at the moment, and you just

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did full on Multi day consults with him.

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He consults with you, quotes you.

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Yeah, pays me too.

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It's not like I do it for fun, right?

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And get paid.

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Yeah.

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That's gotta feel pretty good though.

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When Michael Jordan comes to you

and says, hey, I need a coach.

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Yeah, I like Tim Grover and that, right?

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I'm doing the strength training.

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