Rory: if [00:00:35] you’ve ever heard the story about my son coming into the office and I have hundreds of books on the [00:00:40] shelves and he grabs one off the shelf and I talk about it was one of my favorite [00:00:45] books, never Eat Alone. That book was written by a number one New York [00:00:50] Times bestselling author named Keith Far. That book and many of Keith’s [00:00:55] teachings inspired me early in my career about the power of relationships. [00:01:00] Um, any of you who earn affiliate commissions from us every month from Brand Builders Group, or if [00:01:05] you’ve ever, uh, if you know, if you’re the result of someone who referred us. Uh, [00:01:10] referred you to us, your friend makes money. And a lot of that comes back to the book that [00:01:15] I read when I was starting out in my journey. Never Eat Alone, and about the importance of building [00:01:20] relationships, adding value, uh, depositing more into people than you extract, [00:01:25] staying in touch with people. And that book was written by Keith Razzi. I’m so excited.[00:01:30] That you’re about to meet Keith Razzi. So he’s the number one New York Times bestselling [00:01:35] author. Uh, he consults with many of the top Fortune 500. He is [00:01:40] in all different types of businesses. He is one of the most respected consultants I, I [00:01:45] think, in this space. He is, had a couple decades in this career, uh, and he has a new [00:01:50] book that just came out called Never Lead Alone. So we’re gonna talk a little bit about that. We’re [00:01:55] gonna talk about a little bit about Never Eat Alone and really. The career arc of his journey of [00:02:00] how he built one of the most recognizable personal brands in the world. So Keith, [00:02:05] welcome to the show, man. It’s such an honor to have you, Keith: Rory. What a beautiful introduction. And [00:02:10] I’d never heard that story about your son, that it was really touching. Thank you. And, uh, you know, it [00:02:15] feels like a homecoming. I’m excited to meet your, your team. Yeah, so I, I’d like to start [00:02:20] with, with never eat alone. Um, a lot of the techniques we teach, we teach this thing [00:02:25] called the relationship switchboard, where we track every introduction that we’ve ever made. Uh, our [00:02:30] business model is inherently connected to paying people for all the introductions we’ve [00:02:35] made. Uh, how do, how do you do relationships [00:02:40] the right way? Versus the wrong way in this space. ’cause there’s a lot of [00:02:45] like, oh, I’ll do this for you only if you do this for me. And there’s some [00:02:50] weirdness around around that. So I would love to just go like, how have you built relationships [00:02:55] and what are the mistakes kind of you see people doing in this, in this space specifically? Keith: Yeah. [00:03:00] Well, let me give, if you don’t mind, I’d like to give just a slight backstory. To [00:03:05] how I cultivated the knowledge about the relationship world that we’re in today.[00:03:10] Um, when I was a young kid, I was born into a very impoverished [00:03:15] family in Pittsburgh, Pennsylvania during the crash of the steel industry. And the [00:03:20] challenge, uh, for me growing up was I had no effective role models. You know, I [00:03:25] was, uh, I, I had great aspirations for tons of extraordinary success, [00:03:30] but nobody in my family had ever gone to college. And it was a woman named Mrs. Poland who worked at [00:03:35] the country club where I was working, who showed me the gift [00:03:40] of how a person can open doors of opportunity. When you didn’t [00:03:45] have, when you weren’t born into it. So like I was always bemo, be bemoaning when I was a [00:03:50] kid. The lack of nepotism. Oh yeah, I wish I was born into these rich families, like the kids I knew from [00:03:55] school, et cetera. And what I learned is that you don’t have to be born into it. You could earn into it through strong real [00:04:00] relationships. Mrs. Poland opened beautiful doors for me and when I asked her, ’cause I was [00:04:05] her caddy, I asked her years later, I was like, why did you, why did you do this for me? She [00:04:10] said, Keith, you took two strokes off my golf score. And [00:04:15] it really leveled home to me that, you know, I, I showed up at the golf [00:04:20] course a half of an hour early ’cause my pop said, get up there and hustle. I never lost [00:04:25] a ball. I was always on it. And, you know, I really busted my ass to be [00:04:30] of service. I outta scarcity, to be honest, in fear that I would lose the job. I needed that 20 bucks. It was the [00:04:35] same money my mom made as a cleaning lady. But it, it, I learned early on that [00:04:40] some of the most powerful people, and she was incredibly powerful compared to where we were in our family, the [00:04:45] most powerful people in the world. If you, if you seek out and think about the question, how can I be of [00:04:50] service, it’s absolutely game changing Now when I show up to [00:04:55] anybody. That I feel is an individual that’s important to my [00:05:00] network. I do my research, I call it the seven Ps. My dad used to call it the seven Ps prior [00:05:05] proper planning present prevents piss poor performance, the seven Ps, uhhuh, and [00:05:10] uh, I’ve, I’ve identified what I believe to be the five packets of generosity. I can give this person.[00:05:15] Five packets of generosity. I’ve done my homework. I know whether or not they’ve got a kid about [00:05:20] to go to college. And I’ll ask and I’ll offer to be a conduit to internships. I know [00:05:25] what their, uh, what their most important, um, charity is that they, [00:05:30] they’re interested in. And I’ll do my research in my network and figure out who I could introduce them to. For that, [00:05:35] I will ask them whether they’ve thought about ever writing their book. Because I’d say, I’d love to be a [00:05:40] Sherpa through you for this process. So whatever it is, like, and, and it’s, it’s what I [00:05:45] call, and I what I teach early on in never alone call it the generosity pyramid. [00:05:50] It’s like at the bottom it’s how do you show up Being the kind of person people want to hang around. And [00:05:55] that has to be with do with your ability to be authentic, to, yes, be generous, but just be [00:06:00] the kind of person who can, who can care about people who listens and asks questions and is, [00:06:05] and is dotting on people. And letting people know how much you admire them and respect them. And, and [00:06:10] that whole milieu of how do, what does it mean to build that kind of charisma. That doesn’t mean you’re an [00:06:15] extrovert, I’m an introvert. These are things I had to learn because I’m not natural at it. [00:06:20] And what Rory teaches you in terms of how to build your personal brand. You don’t have to be a natural [00:06:25] at it to be great, right? You can work at it, you can practice it, and that’s what I did all my life. So [00:06:30] number one is lead with generosity. The second thing is make sure you follow with vulnerability and authenticity. [00:06:35] There’s nothing that’s more of a turnoff to me when I meet somebody is when they [00:06:40] go straight into transaction mode. Right. They go straight into, you know, [00:06:45] what can you do for me? What can I do for you? That sort of thing. And I understand that that’s a natural inclination [00:06:50] of people, but you want to take people out of that. Just like Rory, when his introduction, he introduced [00:06:55] his son to me in the introduction. That is an act of [00:07:00] vulnerability, of authenticity, of bridging from the transactional into the personal. The fact that [00:07:05] Rory represented early on in the, in our dialogue, that I was impactful to his life. That is an act [00:07:10] of currency. Right. So the la you know, I’ve got six sons through [00:07:15] foster care and adoption. Right now I’m struggling with one of my boys in mental health issues in, in [00:07:20] Phoenix, and I will openly share these things because, not [00:07:25] because I’m trying to make people feel sorry for me or, but it’s because I want to create the [00:07:30] universal bond between me and another person, which is my, my and your humanity. [00:07:35] If, if when I was young, I didn’t do that when I was young, I probably stood on a pedestal and I wanted to tell [00:07:40] everybody that. I went to Yale, I went to Harvard. I was the youngest partner at Deloitte. I wanted to [00:07:45] prove myself right? And, and as a result, all I was doing is distancing [00:07:50] myself. Um, I talk a lot about this in detail in a TED talk that I give, which you can [00:07:55] see online. Anyway, Rory, I’ve been going on too long. Go. No, no, that’s good. So, so one of the things you [00:08:00] said reminded me actually. Uh, you were talking about charity. It reminded me of one of the [00:08:05] things that I, I learned tactically from you, which I want to ask you about [00:08:10] now, is getting high level introductions, [00:08:15] getting introduced to people of influence getting introduced. I think that’s more important [00:08:20] than ever, right? It’s podcasters, it’s speaking opportunities, it’s whatever, consulting. [00:08:25] Um, what tips do you have? For getting [00:08:30] introduced to people and building authentic relationships with, with the person that, [00:08:35] like everybody wants to meet. And so it’s like everybody’s trying to get to them [00:08:40] and you’re trying to get to them, but you don’t, you know, you want it to be kind of in like a, a, a [00:08:45] warm, a warm way. Keith: Yeah. Well, you already mentioned it. It’s warm [00:08:50] in that, number one, you should always put on your sleeve and tell people who you’re trying to get to meet. Right, [00:08:55] and so if you let it known, then the people who care about you, who trust you, who [00:09:00] you’ve served. Who have benefited from you. They may be like, you know, I know that person.[00:09:05] So, number one, don’t be shy in sharing your short list of those to the world that you’d love [00:09:10] to meet. Hmm. Number two, ask people who you’ve already, you’ve already [00:09:15] delivered a lot of generosity to a lot of currency in their direction. Ask them. Sometimes I [00:09:20] find that by asking somebody for a simple favor, like an introduction to somebody they know, et [00:09:25] cetera. Um, we’re not, you’re not asking to borrow a thousand bucks, right? You’re just asking for a [00:09:30] simple favor that actually strengthens the relationship. If you’ve been, you gotta start with your [00:09:35] generosity toward them. Then at some point just ask. Um, now, as I said before, make [00:09:40] sure you do your homework. I have shown up with, when I was early, early on, like 20 [00:09:45] years ago, um, I made a list of the people I wanted to get to know Tony Robbins, [00:09:50] Deepak Chopra, you know, um. The, the both of the boys from, [00:09:55] um, um, no, uh, Jack Canfield and Mark Victor [00:10:00] Hansen. What was their, what was their book? Um, chicken Soup for the Soul, anyway. Mm-hmm. Keith: Yeah, yeah, [00:10:05] exactly. So like, these were the biggies at the time. Right. All of them now are best friends. They’re all great friends, [00:10:10] and they, by putting them on the list, that’s the starting point. [00:10:15] But then doing research. I remember when a friend of mine, Peter Diamandis, I knew, [00:10:20] knew Tony Robbins well, and by the way, Peter, uh, is a [00:10:25] great, you know, was one of the greats now too. And I actually, Peter will credit the fact that he has [00:10:30] a speaking business today to me. Rory: Hmm. Keith: And because early on when he was running around [00:10:35] selling xprize, he saw the money I was making in speaking and [00:10:40] he, he was like asking me for some advice some day. I was like, listen. Let’s book a lunch. Let me [00:10:45] bring the person who runs my speaking business to the table. You bring your admin and I wanna [00:10:50] give you the whole formula for how I run my speaking business and how it accelerates [00:10:55] my life, et cetera. And he gets, he gets teary-eyed when he talks about that, that I [00:11:00] spent that time with him. And for him, he gets teary eyed and he’s like, you paid for my, [00:11:05] my kids’ college and then some based on that day that you gave me. [00:11:10] Um, so right there, you know, so I wanted to just say something. So I [00:11:15] remember when you talk about doing research on people, one of the things that you [00:11:20] said was you can meet people through charities and serving on boards [00:11:25] and being involved with nonprofits. You meet, you always meet high powered people. And then another [00:11:30] thing that you said was. Anytime you can be of value to someone’s family or their kids, [00:11:35] that’s like another really amazing way to add generosity because it’s like you help their kids, like [00:11:40] he gets teary eyed because of how much like you helped him pay for his kids’ college or get [00:11:45] them an internship game changer. Keith: There’s a chapter in the book, first book, never [00:11:50] Alone, uh, called Health Wealth in Children. And if you wanna solidify [00:11:55] loyalty with a person, you are there for them when they’re struggling with a health issue. [00:12:00] Um, you help them make money, um, or you help their kids. Very, very [00:12:05] powerful. And on the health issue, early days, I always, when I thought about this, I always [00:12:10] collected doctors. Interesting. I got to know, I got to know [00:12:15] when I meet, meet a doctor who’s a specialist. I would build a personal relationship. I [00:12:20] would DM, invite them over to my house for dinner. I’d build a personal relationship. I’d go deep. It was a real authentic relationship. I’d [00:12:25] send them, you know, clients, I’d, you know, refer them, et cetera. But more importantly, [00:12:30] you know, when, whenever one of my network knew that if they got diagnosed with prostate [00:12:35] cancer. Or if their wife got diagnosed with breast cancer or whatever they were struggling with [00:12:40] diabetes, I would get a call and I would be able to open my doctor [00:12:45] network to them, and it would be game changing Sometimes I was the second call. That an [00:12:50] executive would give after their spouse when they got a diagnosis. Um, [00:12:55] so, so there’s this whole area of leading with generosity. The next area is making sure you [00:13:00] show up with vulnerability and authenticity. I throw dinner parties with some of the most successful people in the world. I [00:13:05] do it, uh, you know, every other month up here in the Bay Area with major CEOs of the [00:13:10] Bay Area. Now, combination of the, you know, the, the cutting edge. A hundred billion [00:13:15] dollar, uh, AI companies combined with the biggest juggernauts like Cisco and HP and others, [00:13:20] all the CEOs. Um, and they come to my dinners because I created an [00:13:25] environment where they can serve each other and they, and the format [00:13:30] is easy. I start, but everybody goes around and shares what are they struggling with the most right now? [00:13:35] That’s it. Wow. What are you struggling with the most? And I set in an environment where [00:13:40] that’s safe. And, and that is, and people always say to me, it’s the most powerful dinner [00:13:45] they’ve ever been to. Mm-hmm. And they want to keep coming back. And they do. Some of the most powerful CEOs come back [00:13:50] repeatedly in a given year. ’cause they just want it to happen in that network. By the way, I’ve [00:13:55] never believed that anybody has ever coming. I still don’t think [00:14:00] anybody’s ever, I have no desire to believe that people are coming for Keith Ferrazzi. [00:14:05] They’re coming because of the environment I’m setting up and they’re coming because of the people at the table. Sure. I’m [00:14:10] one of them and I may contribute to that, but I’ve never had enough hubris to [00:14:15] think that somebody and I will never let anybody sell anything. I will never let anybody pitch [00:14:20] anything. Um, I will only allow people to be of service to each other. [00:14:25] Mm-hmm. Does that make sense? Yeah, absolutely. I, I think, you know [00:14:30] what, what, what’s interesting to me, and I think that some people struggle with is like, [00:14:35] like the things that you talk about, they’re strategic, right? You’re going, how can I add [00:14:40] value? Who do I wanna meet? Who do I need to build relationships with that [00:14:45] can be valuable to other people? How can I curate experiences? But it’s so, it’s like you’re [00:14:50] intentional and you’re strategic, but it’s not manipulative. In the sense, listen, you’re only [00:14:55] doing it to get something back. Keith: What I, there’s two lessons and rules you gotta [00:15:00] live by. Number one is, this is not a balance sheet. [00:15:05] This is not a, I’m gonna help Rory, and Rory has to help me. I will help Rory. And [00:15:10] yes, because Rory is a very successful person who has access to great podcasters [00:15:15] and other people, I may accrue benefit, but I’m gonna help Rory if I can help Rory, [00:15:20] and if over time Rory doesn’t return that favor. I might stop at [00:15:25] leveraging my energy in Rory’s direction, but if he does [00:15:30] and we continue to build that relationship of mutuality and service to each other, [00:15:35] et cetera, we’re not keeping score right? But it’s clearly a mutual relationship and a service [00:15:40] relationship. Then we keep it going and it’s, and it’s needs to be authentic. You know, [00:15:45] I, but you’ve gotta lead with generosity, without keeping score, without expecting to keep score. ’cause [00:15:50] it will stink on you if in fact you’re showing up with that kind of transaction. So that’s the first, and people are [00:15:55] always afraid that if I lead with generosity and I give, it won’t be [00:16:00] returned. And I see, I see. If you, what the fuck? I mean, why are you, I’ve never lost. Keith: It’s like [00:16:05] even if you do, even if you do. It’s like, what’s the big deal? You did a favor for [00:16:10] somebody. You, oh, you know, you introduced somebody to somebody. What’s the big deal? It’s like [00:16:15] live in abundance, not in scarcity. And this is something I’ve had to overcome as a poor, scarcity minded [00:16:20] kid for years, but live in abundance, not in scarcity. The second thing you have to recognize [00:16:25] is that, so this, this was this idea of giving without, keeping score, right? Yeah. Giving [00:16:30] without keeping score is the other. The other one is just because you’re purposeful doesn’t mean [00:16:35] you’re fake. Right. So why live your [00:16:40] life through ma Through sheer serendipity, like I I, if I just walked [00:16:45] around the world and, you know, everything was serendipitous bullshit when I [00:16:50] started. I said, I’m gonna build relationships with the most powerful speakers and thought [00:16:55] leaders that I knew at the time. When I met Tony Robbins through Peter [00:17:00] Diand, a referral through a friend that I’d already served, um, I, I showed up [00:17:05] to Tony and I said, Hey, Tony, you know, I, I don’t know what your B2B business is like, [00:17:10] but I am one of the most connected people in the Fortune 500. You know, I’ve, that’s [00:17:15] my space. I’m not a consumer brand kind of guy. I am like you are. I’m a, I’m an enterprise guy. [00:17:20] Um, but if I, I think sales reps and high potential should be going to [00:17:25] your courses. I would love to think about how to put a strategy together to [00:17:30] sell B2B for you. And he’s like, okay, that’ll be great. And he’s like, I want you [00:17:35] to come to all my events. And he put me in the front row. I met some great people in the process, [00:17:40] but what I did is I earnestly wrote up what I thought his B2B strategy would be, [00:17:45] right? And, and that relationship. Now I speak on Tony’s stage [00:17:50] several times a year. He’s a great buddy. I text him all the time, you know, and, and I, [00:17:55] I, you know, this is a real relationship, but it was absolutely purposeful. [00:18:00] And you know, if, if, if you ask, if you said to Tony, Hey, Tony, he targeted you. [00:18:05] Rory: Mm, Keith: Tony would fucking laugh at you. He was like, why the fuck not, you know, [00:18:10] we are friends. What a great, you know, like I say this to Peter Diman, who’s one of my best buddies. And [00:18:15] by the way, there’s two really good podcasts your folks should watch. Um, I’m Not in this [00:18:20] business. You are, and hopefully you’ll enjoy the content. One of them, Peter. So Peter and I sat, we wrote How [00:18:25] to Write a New York Times bestseller. We did a podcast on it. And then the other podcast is [00:18:30] How to Build a Million Dollar Speaking Business. Do me a favor, [00:18:35] Roy. Watch those podcasts and tell me how I have my head up through my ass because you know how to do these things, [00:18:40] but we’ll link ’em. Well, so Peter, uh, Peter is also a client of ours, but, uh, only one. He was a [00:18:45] private client of mine, actually one time we worked together. So I know him just a little bit, but [00:18:50] he’s so brilliant. So if the two of you guys did that, we’ll link that up in the show notes for Yeah, link that Keith: up. I think your [00:18:55] people will love it. You know, Uhhuh, um. So anyway, uh, but so, so back that what [00:19:00] you were saying, I I, there, there have been relationships where [00:19:05] maybe I’ve given more to somebody and probably ones where they’ve given more to [00:19:10] me, but just because somebody doesn’t return the favor to you, it’s, it’s, it’s the [00:19:15] net. It’s like it comes from somewhere else. You don’t have to keep score because it’s like you can’t [00:19:20] karma the universe. Totally agree. Yeah. You cannot give the universe, Keith: by the way I’m dealing with this right now. Which it’s [00:19:25] so funny. I’ll show you how the I, this is a struggle for me. I got a buddy. Who, when [00:19:30] he and I went to high school together and he shot off to become a deca [00:19:35] millionaire, um, way before I started seeing a million bucks.[00:19:40] Um, and, uh, and he and I talked to him and [00:19:45] I was building my enterprise business and, uh, he had a business that’s also sold into the [00:19:50] enterprise. And, um, and at the time I was doing a, a book had just launched, never Loan had just [00:19:55] launched. Uh, and. And I was, and he was really enticed by [00:20:00] my parties and he would come to things, et cetera. He never invited me to one thing ever. You [00:20:05] know, and he’s always bragging about hanging out with Jay-Z and down in Miami on a yacht and [00:20:10] all this kind of stuff. He never invited me to anything. Um, and it was really [00:20:15] painful. They’re like, I got him, I got him introduced to my camp at Burning Man and he had an extraordinary [00:20:20] experience. I don’t think he even said once to say hi. He said hi to me once when he was there. [00:20:25] Um, recently he gave me a call and he’s going through divorce, so he lost half of his [00:20:30] wealth. His business has slowed down. Um, a number of things have happened to [00:20:35] him, and he’s desperately trying to get into an audience that I have [00:20:40] in, in, in, in abundance. He would like to, I have 106 of the [00:20:45] Fortune 500 CIOs, chief Information Officers that are in a community that I help [00:20:50] coach to transform their organizations with ai. So these are the [00:20:55] biggest of the biggest, the best of the best. He would love that introduction into that. Right. [00:21:00] Gosh, this is tough for me right now. I’m like, I’m literally on [00:21:05] text with the guy. So there’s a couple of reasons. Number one, I wanna tell him, I so [00:21:10] wanna tell him that I felt so abused in the past. [00:21:15] Right. And, and I want to tell him. And there’s a piece of me that’s old school, like OG Keith Scarcity Keith [00:21:20] that wants to tell him just to tell him. But there’s also a piece of me that was like, I [00:21:25] hope you’re not doing it anymore. Like, I hope that this could be a changing opportunity for you. Right? [00:21:30] So there’s that piece, right? But then the other question I am having is, you know, [00:21:35] yes, he’s a smart guy, but to what extent do I want to invite him into my network?[00:21:40] So I get this. So, so, so here’s where I’ve landed on this, because every day I [00:21:45] get asked, can you introduce me to Ed my leg? Can you introduce me to Lewis Howes? Can you, and the thing that [00:21:50] I landed on is, is it’s one thing for me to give to somebody, but. [00:21:55] I decided I can only, I will introduce you to [00:22:00] somebody as long as you can add as much value to them as they can add to you. Yeah. Right. [00:22:05] And so that be, and you Keith: know what I think, I think he can do that. So that’s a good [00:22:10] litmus test. So therefore I should, I suspect he would deliver in earnest the work that he would want to [00:22:15] do for these people. Um, and so therefore, I’ve gotta pick apart whether or not [00:22:20] I’m still holding on to resentment. Right. Which is not a way to live my life. So I [00:22:25] think the answer is I should make one introduction and maybe watch it and see how he does and whether [00:22:30] he gives and, and or, or abuses, et cetera in that relationship. Okay. [00:22:35] So yeah, I’ll be, I’ll be curious if, I’ll have to text you to follow up to be like, how did that go? Yeah, please do. I’m so [00:22:40] curious. But you know, it’s, it’s, it’s interesting ’cause it’s like it always does come back sometimes not through that [00:22:45] relationship with some other one, but, um, okay. I know you have to go soon. I cannot [00:22:50] let you go. Because you are like the relationship guy and [00:22:55] you are also the ai, like you are consulting like the biggest [00:23:00] influencer companies in the world on ai. Yeah. I just want to just hear you [00:23:05] riff for a, a couple minutes on how are relationships [00:23:10] going to change or not change or be impacted or not [00:23:15] impacted by AI or a, you know, how is AI going to replace or not replace that like. [00:23:20] What is your mindset? You’re so, so close to these two things, Keith: [00:23:25] right? So I’m not gonna go to the, I’m not gonna spend too much time on the doomsday [00:23:30] scenario. Um, but more than likely, [00:23:35] um, the preponderance of white collar workers will be unemployed [00:23:40] in five to 10 years. Um, AI is going to be able to [00:23:45] replace most people’s jobs, and to be honest. If right [00:23:50] now, um, I could create an avatar of Keith Ferrazzi [00:23:55] that would be better at answering questions about my [00:24:00] 24 years and five books than I would be, ’cause I don’t remember half the stuff. Rory: Hmm. [00:24:05] Keith: Right now would that AI be equally as good at nuancing a [00:24:10] new question like the one you just gave me. ’cause I might not have written this answer yet. [00:24:15] Right. Very soon it will, very soon it will be agentic and it can extrapolate. [00:24:20] So it could be that the best speakers in the world on and most influential speakers in the [00:24:25] world will actually beis. And that’s what’s happening in the, that’s will, that [00:24:30] will happen in the future. Now, now that I’ve scared the shit out of you. Um, yeah. [00:24:35] Okay. So like, uh, right. Let me suggest what I would do if I were you. [00:24:40] And, and Rory to you specifically, you’ve just asked a very powerful question. And maybe this is something that you [00:24:45] and I could go on a, on a, on a joint effort around if I were you, Rory, I [00:24:50] would reach out to like folks like myself, the top [00:24:55] 10 most respected people that you have in this business. People who are making, you [00:25:00] know, millions, dec of millions in the business of thought leadership, et cetera. And what I would do [00:25:05] is I would ask them individually if you could interview them. And about how they [00:25:10] believe the future of AI is gonna land with for them and their career in speaking [00:25:15] in thought leadership, et cetera. And then say to them in the [00:25:20] aggregate, I’m gonna be interviewing 12 of the most powerful people that I know on this topic. [00:25:25] I would love to then share that information back with all of you. What a gift. [00:25:30] And it now puts you as the host of one of the most important questions that all [00:25:35] of us are thinking about. And then you can start to build a community of us [00:25:40] who are, are interested in this topic, and you can bring us [00:25:45] together and we can share with each other. And we can what I call the, I created a word for [00:25:50] your ability to create a community. So I never alone was about networking. What I’m talking to you about now is creating [00:25:55] of a community, just like you have with budding authors and writers, et cetera. [00:26:00] You could create a community just like I’ve done in Fortune 500 World. Of [00:26:05] people trying to crack the code and figure it out about AI worry. You should do that in the space. [00:26:10] Now. Any of you out there have your ability to create communities in your space, [00:26:15] but you don’t have to have the answers. You have to be the host. The way to create a great community today is to be [00:26:20] richly curious and your ability to invite experts in to co-create the answer to the [00:26:25] cracks, the code of what you’re curious about, and therefore you’ll be out ahead of the curve if we keep [00:26:30] staying out ahead of the curve. AI can’t bite us in the ass. Right. So the [00:26:35] key will be be curious and create community out ahead of the curve. There’s a wonderful little story I’ll [00:26:40] tell you. This is, by the way, this is an article I just wrote in Forbes Magazine that you all can look up. I write for [00:26:45] Forbes, fortune Inc. Fast Company, wall Street Journal, Harvard Business Review. This just came out in [00:26:50] Forbes, um, and it’s an old story where, uh, there were two [00:26:55] guys sitting in a park and they were hiking. A bear [00:27:00] comes out of the woods down the way. Rory: Mm-hmm. Keith: You know about this story. You know it, that’s a good one. And the bear comes outta [00:27:05] the woods and the guy’s sitting there and he’s, and he, and, and one guy just takes off running [00:27:10] and he’s cladding along in his hiking boots and the other guy bends over and takes off his hiking boots, putting out, puts on his [00:27:15] tennis shoes. And the guy running heads a fucking guy, would you need to run? And, you know, [00:27:20] like, you cannot outrun that bear. And he goes, he said, buddy, I’m sorry but I [00:27:25] don’t have to outrun the bear. I just out have to outrun you. So [00:27:30] right now, I’m sorry, but those of us who are out ahead on this not [00:27:35] waiting to be victimized by it, they, we are gonna be the victors. Rory: Mm-hmm. Keith: So richly [00:27:40] curiosity bring together the best of the best. By the way, this is all stuff Rory that, you know, I, I [00:27:45] told you earlier, I just launched an eight week class. Yeah. Tell ’em where they can go to get, tell ’em where they can go to [00:27:50] get that. And I also want to, where do they go to get the new book as well? Keith: Well look. I’ll, [00:27:55] I’ll, I’ll give you a quick clip on Never Eat Alone in a second. Never Lead Alone. What we did is we [00:28:00] took my first three books, um, never Eat Alone. Who’s Got Your [00:28:05] Back Teaching? How to Build Those Lifelines around You. And leading without authority. Teaching how to [00:28:10] work, uh, how to build a team of people that don’t report to you like Peter and I are together, right?[00:28:15] We’re like, we’re a team even though neither of us pays each other. How do you have that in your life? [00:28:20] And we created those three books and we created an eight week curriculum that you can go to [00:28:25] connected success.com. And join. It’s a small, limited group. [00:28:30] We only, we only allow about a hundred people in a class. And the reason is because at the [00:28:35] end of it, everybody’s invited to my home in LA for graduation. Um, and it’s been an, it’s [00:28:40] been amazing. It’s been so much fun to be connected to this community that really wants to build a [00:28:45] relationships that are important to their, their future, and their life. So that’s what this is all about. And now [00:28:50] let me give you a quick pitch on, um, on, on the book. Um, never lead alone For [00:28:55] 24 years now, I have coached the highest performing teams in the world. That’s what I do for a living. After I wrote, never [00:29:00] Alone, I’ve always been a coach of high performing teams. After I, after I left as [00:29:05] Deloitte and Starwood’s Chief Marketing Officer, and I started this business, ’cause I really felt teams were crucial [00:29:10] and it’s, it’s 20 years of research on what’s a high performing team. I [00:29:15] sat with Jeff Bezos, his team, I’ve, I’ve gone deep with Jamie [00:29:20] Diamond and his team at, uh, at, uh, JP Morgan. This is 10 [00:29:25] shifts that every one of us needs to make with the team of people we’re working with. The, [00:29:30] the shift from being conflict avoidant to being candid and, and to have a challenge relationship [00:29:35] with those individuals. Peter and I hold each other accountable, kick each other in the butt and always tell each other the [00:29:40] truth, right? Those relationships that you have have to be high degrees of candor. [00:29:45] Next thing it teaches you with this is, is in this virtual world, how do you ship from having [00:29:50] relationships being accidental? To being very purposeful and managed and planned. [00:29:55] That’s another critical component of how you manage your team. So I’m so proud of this book, and, [00:30:00] and I would just say, you know, if you haven’t read the others pick, you know, start wherever you want. But this [00:30:05] is the conduit of 20 years of research on how to build a high performing team. I love this. [00:30:10] I mean. Lead with generosity, give without keeping score. Be [00:30:15] rich in curiosity. Don’t, don’t have the answers. Be the host. I mean, these are [00:30:20] tenets and principles that like, they do not fail. They do not, they do not [00:30:25] fail. And uh, I think about going like, I don’t know what’s gonna happen with ai, but I do believe in those [00:30:30] tenets. And if anything’s gonna make it, it’s gonna be relationships. And so it’s like these things are really, really [00:30:35] important. So, um, Keith. We will link to connected success.com. We’ll link [00:30:40] up to the book, uh, at this pod. I’m very, I’m gonna go listen to the podcast that you, [00:30:45] that you did with Peter of like both of ’em. Keith: Yeah. Just text me. I’d love to hear what your thoughts are on them. Yeah. [00:30:50] Uh, so, uh, thank you for your wisdom. Thanks for your generosity. Thanks for giving us a way to [00:30:55] do. Relationships that’s purposeful, uh, and strategic and deliberate [00:31:00] and intentional, but not ever hurtful or, uh, you know, harmful [00:31:05] or manipulative in any way. So, um, I really, really appreciate it, man. We wish you all the best. Thanks [00:31:10] for making time and, uh, we’ll look forward to following your journey from here. Keith: Thanks Rory. Thank [00:31:15] congratulations on your success.