Ep 350: Activating Your Prey Drive with Micheal Burt



One of the key factors in whether or not you achieve success is your level of motivational drive.

But what makes that drive so powerful in some people while others struggle to access it?

Our guest today, Micheal Burt, is an expert in the art of motivation and has spent the better part of his career cultivating his unique approach to what he describes as competitive intelligence.

His new book Flip the Switch: Activate Your Drive to Achieve a Freakish Level of Success is a comprehensive guide to finding your motivation and unlocking your inner potential.

We talk with Micheal about how he got his start coaching basketball and what it taught him about fostering motivation within a team.

He goes on to share the story of how he transitioned into becoming a speaker and coach while developing his trademark Prey Drive philosophy.

Next, Micheal offers a fascinating breakdown of his Prey Drive philosophy and how anyone can access it by harnessing innate human emotions.

He also explains how it can help any of us overcome complacency, one of the biggest obstacles to motivation.

When it comes to the art of cultivating motivation, there are few people as knowledgeable as Micheal.

If you want to flip the switch and achieve your most aspirational goals in 2023, then make sure you tune in to this episode filled with top-level insights from one of the best in the business!


  • How Brand Builders Group has helped their clients launch books and top bestsellers lists.
  • Get to know today’s guest Micheal Burt and his new book Flip the Switch: Activate Your Drive to Achieve a Freakish Level of Success.
  • Micheal’s early career as a basketball coach.
  • How his team went from having never won, to winning seven championships.
  • Micheal’s definition of competitive intelligence, and how it set him and his team apart.
  • Why Micheal has always been fascinated with building competitive intelligence.
  • Micheal’s transition from coaching basketball to being a speaker and coaching corporates.
  • How Micheal discovered the term Prey Drive and its application as a motivational tool.
  • An overview of the three phases of Prey Drive and how to activate them.
  • Learn about the five Prey Drive activators: fear, competition, exposure, environment, and embarrassment.
  • How Micheal’s book teaches you to activate your Prey Drive every day.
  • Micheal’s special offer for listeners who pre-order his book.
  • How to balance your Prey Drive with rejuvenation.


“I’ve coached people making 600,000 a month, a million a month, 3 million a month, and they still haven’t lost their Prey Drive. So it’s not about them versus the money. It’s about them versus their potential.” — @MichealBurt [0:27:46]

“That one statement flipped the switch. And that’s really what I think a good coach does. It’s something they say that activates something inside of a person.” — @MichealBurt [0:30:08]

“To play at that level, you need rest, [and] you need rejuvenation. So I completely believe in that.” — @MichealBurt [0:32:50]

“You don’t want to run out of purpose. And Prey Drive is pursuing something that is meaningful to you.” — @MichealBurt [0:34:26]

About Micheal Burt

Coach Micheal Burt is considered the leading authority on “activating the Prey Drive” in people and teams around the world. Based on Micheal’s unique background as a former championship women’s basketball coach combined with his impressive ability to build a “competitive intelligence” in people, the 17X author uses a unique methodology to inner engineer people to compete at the highest levels. 

Coach Burt goes to work on all four parts of a person’s nature through building specific knowledge for the mind, impeccable skills for the body, intense desire for the heart, and a contagious confidence for the spirit.

Hired by many of the top companies in the world to activate this drive in their teams Micheal has built out a framework and model to “FLIP the SWITCH” in people that shows quantitative improvements in concentrated periods of time. Currently, Micheal is building and licensing “Greatness Factories” around the world, which are unique destination locations that combine “intentional collaboration” between members through inspired real estate, coaching programs, and a common desire to do something Legendary


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Flip the Switch: Activate Your Drive to Achieve a Freakish Level of Success

The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change

Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team

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RV (00:07): Hey, brand builder, Rory Vaden here. Thank you so much for taking the time to check out this interview. As always, it’s our honor to provide it to you for free and wanted to let you know there’s no big sales pitch or anything coming at the end. However, if you are someone who is looking to build and monetize your personal brand, we would love to talk to you and get to know you a little bit and hear about some of your dreams and visions, and share with you a little bit about what we’re up to, to see if we might be a fit. So if you’re interested in a free strategy call with someone from our team, we would love to hear from you. You can do [email protected] slash pod call brand builders group.com/pod call. We hope to talk to you soon. RV (00:54): Nothing fills me up more than seeing our clients succeed. And one of the things that we’ve done a lot in the last few years as we’ve helped people with book launches, we actually just last week had our 11th client that has hit the New York Times, the Wall Street Journal, or the U s A today bestseller list. And while we love pursuing bestseller lists, we also wanna remind people that bestseller lists don’t change lives, books do. And our job when we work with the client is to help them get their book into the hands of as many people as possible in a legitimate, ethical, impactful way that actually changes the world. And so occasionally on this show, we are able to have clients of ours who we feel like we have something to learn from and who we feel like you have something to learn from. RV (01:42): And that is the case here for sure, with Coach Burt, coach Micheal Burt. He usually goes by Coach Burt or just coach to a lot of people. And he is we met, he became a client of ours. We’re helping him with a book that he has coming out. The book is called Flip the Switch, and it is all about activating your prey drive. And when I say prey drive, it’s like p r e y. So this is something that he is the leading authority on this term, this concept about prey drive. He defines it as the instinctual ability to see something that you want and have the intensity to pursue it. So he was a former championship women’s basketball coach which we’ll talk about. He’s a 17 time author. And he has been hired by many of the top companies in the world, Dell Inc. State Farm Insurance, Vanderbilt University and others just around helping activate this drive in their teams, helping people to have more competitive intelligence. He’s been featured on shows like CNBC’s, the Prophet and Entrepreneur Magazine, and he’s just really a great guy. I’ve really enjoyed getting to meet him and I’m excited to learn from him. So coach, welcome to the show. RV (02:57): Excited to be here MB (02:58): With you. You, man, this is this is gonna be fun. RV (03:01): Yeah. So tell me quickly about your background as a basketball coach and the track record that you had there. Cuz I feel like that’s a Yeah, I was a basketball player and so I, you know, I understand that world. I think that’s an important part of, of the backstory. MB (03:15): Well, you know, I’m in Texas today in San Antonio when I was speaking at an event and, and a person just asked me, what really differentiates you from other speakers and coaches? And I said, well, everybody is differentiated by their unique past, their unique experiences, their unique education. And I started actual athletic coaching when I was 15 junior pro basketball. I was coaching in elementary team at 18. I was at Riverdale High School at 19 while I was in college. And I actually became the youngest head coach in the state of Tennessee at the second largest high school at 22. So I knew very early in life that I wanted to coach, but I was most fascinated by what I called inner engineering the players building competitive intelligence. So around 18, I went to a coaching clinic in Nashville at David Lipscomb University, and Don Don Meyer, the great coach at David Lipscomb, said, if you don’t read another book this year, pick up a copy of the seven Habits of Highly Effective People. MB (04:11): And I, at 18 years old, I went straight to the bookstore, I bought it, I became a huge disciple under Covey for the next seven years, where I really learned how to inter engineer whole person theory. I really mastered those seven habits and I began teaching my players those habits. So when you fast forward three or four years, I was really using a lot of business methodology, a lot of personal growth methodology with my players, way more than other people were. We were starting to win a lot of games. And so people were constantly asking me, what are you doing with the kids? And so at 25 years old, I wrote my first book called Changing Lives Through Coaching. That was 17 books ago. And I became kind of fascinated with just how do you activate a drive inside of a person? But that started as a decade as a head coach at Riverdale. We won the first of seven championships at that school. And you know, I kind of became known as this great coach that knew really how to get more out of people. That’s what people knew me for. So RV (05:06): You won seven state championships? I don’t want to like over that. MB (05:11): I, well, I built, what I did is it took me 10 years to build that place that never won a championship in 30 years. Okay. So I won the first Got it. And then I retired at 31 years old. They were going to win the next seven after I left. RV (05:24): Wow. Okay. So, so you were a state championship basketball coach. Yep. And, and you, you use this term competitive intelligence. Yeah. So what is that, what is that? And like define, define that for me. MB (05:42): Well, I think when you look at intelligences, you know, whether you study the work on intelligences, obviously there’s iq, there’s physical quotient, spiritual quotient, you know, there’s all these intelligences. And I really said what I was building in my players was what I called, I called a competitive intelligence, which was kind of a combination of intangible things. My players were smarter than other people’s players. They had more chemistry, they had more trust in buy-in. There were more intangible assets that you couldn’t measure, that my teams had discipline. And, and so I started calling that competitive intelligence. It’s like they just knew how to win at a higher level than other people knew how to win based on the unique methodology I was using to coach them, which came from my background with Covey. Right. Me studying under Covey, taking it and teaching my players was really building that competitive intelligence in my players. RV (06:31): Uhhuh . Yeah. I mean it’s, you know, it’s amazing. I mean, it’s like o obviously, you know, there’s a physicality that matters tremendously in sports, but even in sports, like, you know, even if you, you look at like Tom Brady for whatever reason comes to mind to me as you go. Yeah. I mean, he’s a, he’s a specimen of a physical health, but his physical stature isn’t so much more dominating than every other player that’s on the field, or, you know, even every other quarterback. So there’s the, you know, there’s, it’s unmistakable that that, that the mindset, you know, plays a huge factor. So, apl so take me into your, how does that carry over for entrepreneurs and for personal brands and for, you know, we call, we refer to our audience as, you know, mission-driven messengers. Yeah. How, how do you see that kind of construct applying to what a mission-driven messenger does every day? MB (07:34): Well, most experts in the world have, have had a long cycle of building a primary skill, right? That’s the reason they’re experts, is they had a cycle of, of finding their primary skill, most likely packaging that skill, marketing that skill, and ultimately monetizing that skill. So that decade for me was in the trenches, in the laboratory, learning how to activate the prey drive in people of all socioeconomic backgrounds. D you know, high income class, low income class, one parent, no parents, two parents. I was really learning how to win at a very high level, but more importantly, how to take a person and get more out of them. Now, when I started writing books I’d had no intention of coaching adults, Rory, none whatsoever. I wanted to coach. I was gonna go to college. I was gonna be the next male pat summit. MB (08:25): I was gonna go on to coach at a major university. That was my trajectory. But when I started writing books people started calling me and said, Hey, will you come over and speak to my team? And it was companies like Dale, state Farm, national Healthcare, and I would just go speak for an hour and then go back to the players, right? Go back and coach. Well, I would go over and speak and they would say, we want you to come back. And I said, okay, what do you mean? I said, well, come back once a quarter, come back. And then people started saying, how much, how much would it cost for you to coach our people? And I had never really thought about that. So I’m like, man, I’m a high school coach. I’m trying to win championships. I really love the kids. I’m not interested in doing this. But, but the numbers was six figures. They would say, RV (09:05): But I can be bought. Let’s be clear. I love the kids. I love bad basketball, but like anyone, I can be bought. I mean, let’s be honest. I mean, that’s MB (09:15): . Now, now the funny thing was people started saying, well, what if we paid you $150,000 to be our coach? And of course, as a high school basketball coach, ooh, that was a lot more money than I was making. And I was working 80 hours a week, but I hadn’t fulfilled my mission, which was to bring a championship to that school. And that’s really what I promised my boss when he hired me at 22 years old. So I didn’t, I didn’t leave, I didn’t retire until I brought the place to a national, you know, championship. Then I stayed one more year because I didn’t wanna retire after I had won a championship, just to show that that’s the kind of person I am. And then I retired at 31 years old, and my speaking and coaching career really took off because I was, it was the recession of oh eight. I retired in the spring of oh eight. And so banks were hiring me, mortgage companies, real estate companies, home builders, cuz they couldn’t sell anything. And so it was like, man, this dude’s got a lot of what, what I call today prey drive. He’s got a lot of energy. He’s, he understands how to win, so why don’t we start paying him? And I was routinely signing six figure contracts in oh eight to come into companies and try to get more performance out of their people. RV (10:18): Mm-Hmm. . So how do we do that? How do we do that? So, so how do we get more performance out of ourselves, our people? How do, how do we actually activate this prey drive? MB (10:30): Well, this is what I, this is what the, the whole new book is about, which is called Flip the Switch. I trademarked the two words, prey drive in humans an animal has a prey drive. It is the animal’s ability to stalk, capture, and kill prey. And g God gave me the gift of association. I can hear a concept, I can quickly associate deconstruct a concept, codify it, package it, and then deliver it in a way that activates something inside of another person. And so when I heard that word, pray, drive those two words, I’m like, you know, humans have a prey drive. I had this big revelation. I was with my wife at a, at a conference. The guy said, pray drive. I looked it up and I said, humans have a prey drive. It’s just not been activated. And so many people. And I told my wife, that’s, this is what I’ve been doing since I was 15 years old. MB (11:16): I just didn’t know I was looking for a new way to talk about an old thing, right? I was looking for some bja day. I was looking for a new way to talk about motivation. And so what I did is I studied the top 20 motivational theories. I deconstructed those theories. I then associated those theories with me. 30 years of me actually coaching all walks of life. I spent four years in the prison system rehabilitating maximum security offenders. I’ve coached multi-millionaires, I’ve worked with billionaires, I’ve worked with people just trying to get started. And I’ve kind of taken motivation and turned it into a science. So there’s three phases of this drive has to be activated. And, and in the book I talk about about five activators that I have seen. Once the prey drive is activated, then there must be a persistence to that prey drive to really accomplish something big. This is why mastery is so important. And then there must be an intensity to that prey drive, which is targets timelines, a game to play a scoreboard, right? And typically people fall off the wagon. So the first step is to figure out the three phases where people fall off the wagon and then to go to work on these five activators that I talk about in the book. RV (12:21): So you’re saying, so step one is it’s gotta be activated number, turn it on, flip the switch to use the title of the book, right? So we have to flip, we have to flip the switch, turn the prey drive on, then we need to do something about persistence, like to keep it going. And then you’re saying, MB (12:38): Oh, no refinement. RV (12:39): Okay. And then intensity, what you’re saying is like, intensity comes from like having a target or a goal or a timeline or you know, a competition or something like that. So yeah. So let’s talk about the, let’s talk about the activation. Cuz cuz you know, I, I have to say that it, it struck me once I understood actually one, once I saw the word p r e y, like when I saw it spelled out, it made more sense to me. And it caught my attention of like, you know, I associated it personally with like a killer instinct. And basically just like, yeah, some people are are turned off. They have no ambition, they have no drive, they have no pursuit. They have, they’ve, they’ve got, they’ve got nothing that they’re going after. And I think it’s, you know, there’s always there what a lot of people would say, you, you can’t motivate someone. The one thing you can’t do is, is motivate someone, which I’ve always struggled with. I don’t think I really ag I don’t, I don’t agree with that. I think there’s a number of things you can do. And I feel like you’re sort of saying the same thing here. So talk, talk to us about how to activate it and you know, and if you wanna run, let’s run through some of the activators about how to, how to flip that switch in ourself or our team or maybe a child, you know? But let MB (14:00): It flip. Yeah, yeah, yeah. When you, when you think about activating the prey drive it is, it is an instinct ability to pursue potential opportunity a better life, right? And most people, it has not been activated. RV (14:16): And you’re saying it’s instinctive. So you’re saying that we all have this somewhere deep down, turned off, buried, whatever you wanna say, but we all have the ability to, to pursue. MB (14:29): That’s correct. Yeah. I think if you look at kids, I have a two and a half year old son and a and a and a 12 week old daughter and a 10 year old daughter. And listen, they pursue, they see things they want and they pursue ’em, right? And, and what happens, I just coached a group of real estate agents today, insurance agents yesterday. You know, the best ones pursue opportunity, pursue deals, they follow up, they see something through to its conclusion. They understand they have to activate this drive every day. So when I looked at the five activators, I said, okay, what have I seen that activates people’s drive to want more, right? Cause satisfied needs never motivate, only unsatisfied needs. The reason we become complacent is because our needs are met. Okay? And that’s really, when you study the motivational theories, they all say the same thing. MB (15:13): We move toward things we want when we’re hungry, we moved toward food. When we’re lonely, we move toward people, right? We move toward things we want and what we think will make us happy. So when you think about activating, I started looking at this. Fear is a tremendous activator of prey drive, right? And, and psychologists would tell you when you’re afraid, you fight, you flee. Or there’s a third thing they’re now saying is you freeze. Which is what a lot of people are doing in today’s economy. They just freeze. They don’t do anything. Okay? So fear is an activator, a prey drive. When you are afraid of losing something, something that matters to you, it will activate your drive when you’re afraid of going broke, when you’re afraid of going back to the way you used to be when you’re like, fear can be one of the strongest drivers of a person’s prey drive. MB (15:56): Now here’s an example. In March of 2020, you’re in a very similar business that I’m in. Okay? I, I speak, I drive leads, we generate those leads to a coaching business, right? Lemme generate about 3000 leads every 90 days right now, well, in March of 2020, there was no speaking engagements. I was losing about a quarter of a million a month in my coaching business, right? And, and what happened to me is it activated a deep drive in me. It activated two things, a fear and a competitiveness in me, right? The, the old coach in me that didn’t like to lose came out. And the fear of losing everything I had worked 20 years to build, which was an incredible life activated my drive to such a freakish level. I just got to a whole nother level of push and energy and force and creativity. MB (16:46): And I actually needed that to activate that drive in me because I had been doing this 15 years and I need, I wouldn’t complacent, but, but there was another gear in me I hadn’t found yet. And through the fear of losing everything, the fear of going back, man, it activated my drive. So, so I push so hard that, you know, six months later in the middle of the pandemic, we did like 1.7, 1.8 million that month, which was a big month for my coaching business. But it all came outta fear. It really started with fear activating my prey drive. Not a lot of, but a lot of people contract when they have fear. High prey drive, people use fear as fuel. So fear is an activator or prey drive, typically fear of losing. RV (17:24): Yeah. I mean that like, you know, the, I the, the thing that popped into my mind was like you know, a mama bear, a mama bear kind of thing of like, you, you know, you see your kid getting attacked by, you know, some, some animal or whatever, and all of a sudden you just go savage, right? Like, you just go, you go on ’em. So that makes a lot of sense. That’s, that’s powerful. I, it, it also to me, like really reframes, you know, that, that, you know, there’s a healthy, very much a healthy side of, of fear beyond just staying, you know, safe, but like hitting that gear, hitting that gear. So okay, so fear, that makes sense. What are some of the other ones? MB (18:04): Competition is an activator of prey drive. When there’s an, when there’s an adversary, when there’s somebody to beat. When there’s somebody who doesn’t think you’re good enough when there’s a, you know, just any kind of competition can activate your drive, right? But, but competition, I’m a big believer that you need a game to play a trophy to win. If it’s, if it’s in your own, if it, if it’s in your own mind, you need, you know, speaking yesterday, and I was asking my coaching students if they thought I could convert 50% of the room or higher on purchasing the new book, flip the Switch, right? Uhhuh . So, so there, there’s a game. So I asked him, so I called the dude out and I said, what do you think? He said, I think you can convert 25%. I said, all right, I’ll make a bet with you. MB (18:41): I’m gonna, I’m gonna try to get 50% of the room minimum or higher when I go in and speak to this insurance group to buy the new book. Right? So it’s competition activated my prey drive cuz I’m a competitor. Okay? So competition is an activator. Now you mentioned something earlier, why is people’s prey drive not activated? I actually think it’s because they’ve not been exposed to what a better life would look like. Exposure is an activator, a prey drive. When I see something, when I’m exposed to something, when, when, when I, when I experience something that goes, oh, there’s a be there’s a, I could have a better life. I could stay in better hotels, I could drive a better car, I could live in a better house. I could go on better vacations. I could, right? Like exposure is a huge activator of prey drive. Cause I see something and it expands my mind and it’s like, man, I want that. I want a life like that. Okay, so environment is an activator, a prey drive. Does that because you’re in an environment, RV (19:37): Are you saying, so it is environment number four, or are you saying exposure environment? So exposure is, is MB (19:44): Number three, environment number RV (19:46): Four. MB (19:47): Yep. Gotcha. Environment is four. Meaning there’s expectation. Think about playing at Alabama or Georgia. Think about where there’s an environment of expectation. Think about like, when I was a coach, we created this environment that we’re the best high standards similar language lots of accountability, right? Identity teaching people, Hey, we’re the best at what we do. Personal pride being in environments, they just bring out the prey drive in you, right? And then fifth would be embarrassment. This is what I write about. RV (20:17): So hold on ho hold on. Embarrassment. I wanna talk about that. But, but the environment one is interesting to me because it’s like winning is such a culture, right? Yeah. And losing is also a culture like you, I think of like Coach K at Duke or you know, the Yankees or the Patriots or Alabama, right? Like they, they win consistently. And, and I remember seeing a study, I, man, I wish, I wish I would’ve documented where this was, but I remember seeing a study and they were studying very, very like wealthy, successful people. And they were looking for what these people have in common. And they found that like the number one thing that all these people had in common was that they believed they were supposed to be successful because they had been told their whole life in our family, we’re successful, our family is smart, our family is wealthy, our our family is intelligent. RV (21:17): And they basically like adopted that as a belief system and then it became their reality and it was completely manufactured by the environment. Yep. And similarly you know, there’s, well, there’s I think it’s in the book Freakonomics, it’s either Freakonomics or tipping point. I think it’s Freakonomics where they talk about how in New York City there’s all this terrible crime. And you know, like at the, when you go into the train station if, if the little turn style doesn’t, you know, work, like if you jump over it, you don’t have to pay. You just jump over and then hop on the train. And they were talking about how, you know that good people who would normally pay stopped paying because so many bad people were just like jumping over the thing. And so they were like, well, I’m not gonna pay if no one else is paying. Where normally that would be like a good person. And just like, so it works in the other direction too. I mean, I, I think that people really underestimate this one. MB (22:19): I, I do too. Because look at, look at people working from home today. And there are a percentage of people who can activate their prey drive daily. But I would tell you, because we went from working in offices to home, I would tell you that we’re a lot more productive when we’re together, when there’s an environment. That’s why I’m building a greatness factory in downtown Nashville, which is a place where you go to work, learn, grow, connect, you’re going there to be great. It’s called the Greatness Factory. It’s not called the complacency factory. And so, so you know, it, it’s this place of energy. It’s like, man, I wanna work at the greatness factor where the energy’s good and there’s environment. And when I’m in town, I lead sales rallies and every, every tenant gets access to my coaching programs. And they can use the auditorium and the podcast studios and writes a little city. MB (23:05): But there’ll be a lot of environment activators of prey drive. Cuz I’m working at the greatness factory. I wanna go to work. So environment, that was a big one that I built as a coach. You know, when I went to Riverdale, they had never won a championship in 30 years. I mean, it was 1979. I had to really build an environment. So we redid the locker rooms, we w we changed uniforms to nicer uniforms. We, we redid the hallways. We put big things of we’re the best. I brought in gold you know, rings, championship rings for the players to wear gold ball balls in there for them to see what they look like. A lot of visualization on what it’s like to be a champion. It took me 10 years of sowing this into my players. But over a tenure cycle, they begin to believe we’re the best. MB (23:49): And when you’re here, we activate the prey drive. Now people do not wake up with their prey drive activated. I tell people this when I speak, I just, because I write motivational books, just cause I wrote this book does not mean I wake up with my prey drive activated. I wake up just like everybody else does. Sometimes I’m tired, sometimes I’m irritable, sometimes I’m frustrated. Right? And so I, I teach in the book, how do you activate it every day? How do you go into battle every day? Right? King David was a great king in the Bible until he stopped going into battle, right? And his own troops talked him outta going into battle, right? We’re at our best when we are pursuing, when we are engaging, when we are in the game. This is why retirement is such a bad idea for people. Cuz they quit pursuing their potential. MB (24:31): They make themselves not as valuable in the world because, because they basically said, I’m used up. Right? I don’t have anything to pursue. So environment is important. And then the fifth one is embarrassment. And I don’t use embarrassment as a coach, like negative. And some coaches do, they talk the way they talk to people. I don’t do that. I talk to people from an affirmative perspective. Like, you know, Rory, help me to understand, man, you’re the best. I brought you here because you’re the best in the world at what you do, man. You have a pure, unique ability and unique talent. Help me to understand why you’re not playing at the level you’re really capable of playing. Help me to understand why you’re doing four deals a month when you could be doing 12 deals a month. Help me to understand why you’re doing this versus this. I I speak to people in a way that they go, you know what? This is embarrassing. The way I’m playing at the level I’m playing is embarrassing to me and I wanna play at a higher level. So that’s the way I talk about embarrassment in the book is you look at yourself versus your potential and you go, man, I’m not even close to where I’m capable of doing and I want to do better. I want a better life. I want him to level up. RV (25:36): Mm-Hmm. , I, it’s funny that you used this like this might just be my reticular activating system, but literally today I was listening to an interview with a good friend of mine, John Gordon, also a client of ours and mentor of mine. Mm-Hmm. . And I was listening to an interview between John Gordon was interviewing Matthew McConaughey. Hmm. And he asked Matthew McConaughey, where does your, where does your willingness to work so hard come from? And Matthew McConaughey literally said, because if I didn’t, I’d be embarrassed. MB (26:11): Yeah. RV (26:12): And he said, I would be so embarrassed to my friends, to my family, to God, to myself. I’d be so embarrassed that I never lived up to Yeah. What I was capable of. I mean, it’s just I don’t think I’ve ever heard anyone use that in a positive way. And now here today, twice in the same, in the same day. Like, that’s really powerful. MB (26:36): Well, I’m glad you said that because I actually take a contradictory view in the book of finding your Why. Chapter three of, of this new book is called Screw Your Why. And it’s called that because I actually, you know, I’ve coached people for 31 years. I think it’s a great book. I think Simon Sinek is a, a genius. However, having said that, I do not believe a person has to find their why to do something big in the world. I actually believe your purpose finds you when you are taking action and pursuing a curiosity, pursuing a, something you’re fascinated by. So I believe in something called because goals. See, you just said it about Matthew McConaughey. A because goal is a big reason that you do something even when you don’t feel like it. Okay. Be because if I don’t work hard, I’ll be embarrassed because I grew up without my dad. MB (27:28): I wanna be a good dad to my kids. Because right when they asked Tom Brady why he played so hard in the Super Bowl where they came back when they were down 30 something points at halftime to the Falcons, he said, because my mom was dying of cancer and I flew her in for this game, and I didn’t wanna lose the super goal Super Bowl with my mom in the stance. See what I talk about in the book are these because goals and a because goal was a big reason. Because I make the argument that you can know your purpose and still not be motivated. Your prey drive still not be activated. I could know I’m supposed to coach people today, but when it came time for me to go motivate those real estate agents today, what if I didn’t feel like it because a coach poured into me when I was six years old changed my life. MB (28:09): I made up my mind I was gonna spend the rest of my life pouring into other people. Because, because I see myself as the best at what I do because I don’t wanna be embarrassed by my performance. See, this is a because goal. And when I know a person’s because goal and I know the activator, the primary activator of their prey drive, I can really help a person get to a higher level. Because you and I both coach wealthy people. I mean, I’ve coached people making five or 600,000 a month, a million a month, 3 million a month, they still lost a prey drive. So it’s not about them versus the money, it’s about them versus their potential, them versus what they’re really capable of doing. And I need to know their, because goals on why they would want it and why they would want play at a higher level. RV (28:50): Mm-Hmm. when you were talking, it reminded me so I had a conversation with Ed Mylet not that long ago. So, you know, we are obviously been a strategist for him. And it was after his book launch and we were talking about like other things that we can support and do and help him with. And we were talking about some presentation skills stuff that, that we do that’s really, really next level. Some of the stuff we teach about the psychology of laughter and how to create a physiological change in the audience and how to gracefully sell from stage and, you know, advanced level storytelling skills and, you know, just like mastery level stage mechanics. And and I just said, you know, I don’t think he wouldn’t mind me sharing this. He was asking me, he was like, okay, what do I need to do to see the training? And I, I literally responded. I was like, well, ed, you’re, you’re already legitimately. And I said, I was like, I don’t, I’m not pumping you up full of fluff. Like you’re already one of the best speakers I’ve ever seen. And he got pretty short with me. And he literally said, he goes, Rory, I don’t want to be one of the best speakers the world has ever seen. I want to be the best speaker the world has ever seen. He’s like, send me the training . And I was MB (30:12): Like, that’s that, that activated, but that activated his prey drive. See, see when, when somebody shook Michael Jordan’s hand and said, good game. It infuriated him that activated his prey drive when George Carl didn’t acknowledge Michael Jordan at the restaurant the night before. They played the supersonics, it infuriated Jordan, it activated his prey drive. Like he, he, he looked for things like, like when you say something to a guy like Millet, who is, who is, is incredible from stage and getting better every time. Like every time he gives the presentation, he’s better and better and better and better. You know, that activates his prey. Drive that desire to be the best, that competition to be known as the best activates prey drive. You know? And that’s what, so you can see it once you have a, an anchor to it, what prey drive is, which is that, that killer instinct. See that moment you felt that killer instinct to my left, and you don’t get to my let’s level without having that instinct, right? Yeah. So, so it’s like you, that one statement, boom, flip the switch. And that’s really what I think a good coach does. Sometimes. It’s, it’s something they say that activates something inside of a person. RV (31:15): Well, well, I certainly wasn’t doing it on purpose. I was an accident. He, he, but he, he he, he, he, he, it just shows you the level of intensity that he operates at. And I, and I, I want to ask you about intensity before we go, but before, before we do that so you’ve mentioned this, we’ve been talking about flip the switch. Okay. We’ve kind of gone through these five activators, but there’s a whole system here for, you know, basically activating this, sticking with it. I wanna talk a little bit about intensity, but where do, where should people go coach if they wanna pick up a copy of the book? MB (31:49): Well, if they go to my website, coach bird.com and click on that, you can pre-order the book. When you do pre-order the book. We’re giving you a lot of things, including two full days of coaching with me, one on visionary that’s coming up quick, and one on January 13th called Activate, which is a full day. We also give you 90 days of pre drive for lunch, what I call pre drive for lunch, which are 90 days of sessions with me for 90 days. And, and a breakdown of the book on video of me breaking the book down and kind of a masterclass. So they go to coach bird.com, they can click there, take ’em to Amazon purchase it, and then they come back and show us where they purchased it to get all the freebies. RV (32:27): Mm-Hmm. . All right, well, we’ll link up to that in the show notes for everybody. So my, my last little question is just you know, the, the concept of in intensity. Yeah. And, and balance, balance this for me. So there is, you know, there’s complacency. MB (32:50): Yep. RV (32:50): Which, you know, is what it is. But I’ve also been in, you know, some circles that talk about enoughness and going, okay. Is, is, is there ever a point where you have enough to where you go, Hmm, you know, I’ve, I’ve, I’ve got enough. Like I don’t, I don’t need to keep chasing, I don’t need to keep, like, always moving the goalpost, so to speak. So I’m cur I’m curious about your assessment on either the balance of enoughness with intensity, or do you not, do you, do you not really believe in enoughness at all? Or like, just what’s your, what’s your personal philosophy there about intensity, you know, like intensity and rest or intensity and enoughness not, I mean, obviously you don’t believe in complacency, complacencies the enemies. Yeah. Sounds like. Yeah. But, you know, how do you reconcile that? Or, or is that not really the concern? Because, you know, people spend plenty of time resting and they need to get more time getting their butt in gear. Like, I’m just curious of your thoughts. MB (33:51): Yeah, I, I do believe in rejuvenation, which means to make young again. So I operate very much like an athlete, artist, entertainer. I rest, I practice and I play. And when I play, I wanna play at such a high level that it’s deeply impactful to people. But to play at that level, you need rest, you need rejuvenation. So I, I completely believe in that. I typically take one day off per week, just like the Bible says. I typically take one day where I do nothing. Okay. And, and just to myself now to your question about complacency, which is a gradual settling to a place of mediocrity. Mediocre meaning halfway up the mountain, you’re gradually settling to go halfway up the mountain. My mom has been a nurse her whole life and she worked a percentage of her life in nursing homes, taking care of elderly. MB (34:38): And I asked her one day, why did people pass away at the end of their life outside of just natural causes? And she gave me three reasons. She said, number one, they run outta money. And when they run outta money, they run outta good care. There’s one nurse for every 23 residents in a nursing home. She said, number two, they run out of love. Nobody comes to see ’em. The only love they get is from the other residents and the people who take care of them. The family forgets about ’em. She said, but the real reason they pass away is they run out of purpose. They don’t have something to get up and pursue. And I saw that with my own grandfather. He retired, he worked his whole life on a farm. He loved it. Get up and work at build houses. He was, he became a single digit millionaire in his life. MB (35:18): I mean, he, he was an entrepreneur and then he decided to retire. And my mother said as almost as if the day after he retired, everything in his life went downhill. His mind went downhill, his health went downhill. And then we spent all of the money that he had earned in his life to take care of him 24 hours a day for the rest of his life. And so the, the, the point here of why people watching this should be interested and have an intensity is that you don’t wanna run out of purpose. And, and the prey drive is pursuing something that is meaningful to you. Right now, the average person, average females live into 78 years old. Average average females living to 82, average males living into 78. Put that in number of days you have left on planet Earth. And that will build an intensity in you. Cuz it ain’t a lot of days, right? I’m 46, you look at what, 15,000 more days. If I live to be that age, that builds intensity. I got a long way to go in a short time to get there. Big goals, big goals, big because goals, and that is where the intensity comes from, is I got something big to do on planet Earth while I’m here. RV (36:22): I love it. I love that. So powerful coach. Thank you for this. We’ll link up to coach burt.com. Y’all can go there. And yeah, I’d say go check it out, even if you’re not gonna buy the book. Go look at what coach is doing. And the way that we’ve got this whole book launch structured, he’s, he’s following the brand builders method, right? He’s got a lot of, a lot of insane bonuses he’s giving away. He’s really, really overdelivering. So head over to coach burt.com, check that out. Coach, we want the best for you, man. We’re good. We’re excited to be on your team, we’re pulling for you. And thank you for helping us all activate this part of our life. MB (36:59): Well, and I think the people out there, let me say this, it’s been a, a absolute pleasure and honor working with Rory. And for those, for those out there watching, he cares deeply about the people he works with. He, he goes above and beyond on what’s asked. He continues to follow up and texts and coach. And if you’re out there thinking about doing this, it’s been a, it’s been a very first class experience for us. So thank you for that. Thank you for believing in me and helping us to hit this hit this list that I know that we’re gonna hit. RV (37:26): All right, my friend. So yeah. We’ll everyone stand by for that coach. We’ll catch you next time. Thanks for being here. MB (37:32): All right. Thank you, big guy.

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