Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 1 01:00:00:04 – 01:00:02:23 Speaker 2 I’m totally opposed to the R-word, 01:00:02:23 – 01:00:03:14 Speaker 2 retirement 01:00:03:16 – 01:00:08:21 Speaker 1 is the difference between the entrepreneurs who have the sustained motivation 01:00:08:21 – 01:00:10:02 Speaker 1 versus the ones who are 01:00:10:02 – 01:00:13:09 Speaker 1 let down by what entrepreneurship has to offer? 01:00:13:09 – 01:00:16:15 Speaker 2 one of them is happy and the other one isn’t happy. 01:00:16:17 – 01:00:19:10 Speaker 2 All happiness lies for measuring backwards. 01:00:19:14 – 01:00:26:14 Speaker 2 think the basic instinct of entrepreneurs is they like creating the future that doesn’t exist yet. 01:00:26:16 – 01:00:33:18 Speaker 2 then there’s unique ability and unique ability you’re born with. I’m convinced it’s something you’re born with. 01:00:33:20 – 01:00:37:01 Speaker 2 Minded people find shortcuts. They find workarounds. 01:00:37:03 – 01:00:45:21 Speaker 1 For more than 50 years, today’s guest has challenged almost every rule we’ve been taught about business, while the world tells us to work harder, Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 2 01:00:45:21 – 01:00:54:05 Speaker 1 Dan Sullivan teaches entrepreneurs to do less. While we’re told to become better managers, he tells us to find better who’s. 01:00:54:05 – 01:00:56:23 Speaker 2 So all we ask the entrepreneurs is 01:00:56:23 – 01:01:00:13 Speaker 2 not ask, how am I going to do this? But who’s going to do it? 01:01:00:16 – 01:01:05:13 Speaker 1 His ideas have transformed. Hundreds of thousands of entrepreneurs through strategic coach 01:01:05:14 – 01:01:11:05 Speaker 1 and inspired bestselling books, including Who Not How the Gap and The Gain, and Ten Times 01:01:11:11 – 01:01:12:21 Speaker 1 Easier Than Two Times. 01:01:12:21 – 01:01:15:18 Speaker 1 At 82 years old, Dan is still writing, still teaching, 01:01:15:18 – 01:01:17:03 Speaker 1 and by his own admission, 01:01:17:03 – 01:01:17:22 Speaker 1 more ambitious than 01:01:18:04 – 01:01:21:05 Speaker 1 Because to Dan, entrepreneurship was never about building a company. 01:01:21:07 – 01:01:23:13 Speaker 1 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 3 was about building a life with more freedom, 01:01:23:13 – 01:01:24:16 Speaker 1 more growth, 01:01:24:18 – 01:01:25:16 Speaker 1 more time spent 01:01:25:17 – 01:01:28:03 Speaker 1 doing only what you’re uniquely built to do. 01:01:28:04 – 01:01:31:13 Speaker 1 Today, Dan and Rory discuss unhappy millionaires, 01:01:31:13 – 01:01:33:12 Speaker 1 the difference between jobs and roles. 01:01:33:12 – 01:01:36:10 Speaker 1 Why the right employee should make an immediate impact. 01:01:36:10 – 01:01:40:00 Speaker 1 Using AI to simplify a business by 80%. 01:01:40:00 – 01:01:41:17 Speaker 1 Before Rory brings up a quote 01:01:41:17 – 01:01:44:05 Speaker 1 that completely changed the way he operates. 01:01:44:07 – 01:01:49:00 Speaker 1 If you have enough money to solve a problem, you don’t have a problem. Who who said that? 01:01:49:00 – 01:01:50:11 Speaker 2 Quote, that would be me. Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 4 01:01:50:11 – 01:01:54:23 Speaker 1 Can you unpack that 01:01:55:01 – 01:02:02:05 Speaker 1 If you are an entrepreneur who wants more freedom, less stress, more profit, more impact. 01:02:02:05 – 01:02:16:21 Speaker 1 This is an episode you need to pay attention to. You are about to learn from a legend in our industry, a legend both in the entrepreneurial space and then also one of the foremost thinkers, arguably in history, and definitely in our time. 01:02:16:22 – 01:02:19:20 Speaker 1 I’m interviewing today, Dan Sullivan, 01:02:20:01 – 01:02:34:00 Speaker 1 He has a brand new book coming out called The Greater Game, which is how I was able to rope him in to joining us on the show. And we’re going to talk about all things that experts and entrepreneurs need to know to 01:02:34:02 – 01:02:39:03 Speaker 1 maintain sanity while growing their business. So, Dan, such a pleasure to have you, my friend. 01:02:39:04 – 01:02:40:20 Speaker 2 Well, thanks for the invitation, 01:02:40:22 – 01:02:43:01 Speaker 1 You’ve been in this industry 50. 01:02:43:01 – 01:02:45:19 Speaker 2 Years, 52, 52 years? Sure. Yeah. 01:02:45:20 – 01:02:57:17 Speaker 1 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 5 You could have cashed out a long time ago. You’ve had plenty of money, impact, relationships, influence, bestselling books, blah blah blah. Why are you still doing this? 01:02:57:19 – 01:02:59:14 Speaker 2 the big thing is 01:02:59:14 – 01:03:02:09 Speaker 2 I’m totally opposed to the R-word, 01:03:02:09 – 01:03:03:18 Speaker 2 retirement world. 01:03:03:18 – 01:03:09:05 Speaker 2 Don’t even say it. Retire. You’re not allowed to say it in the strategic coach workshops. 01:03:09:07 – 01:03:18:11 Speaker 2 started coaching one on 1 in 74, 1974. I was a writer, copywriter, big ad agency in Toronto. 01:03:18:11 – 01:03:26:21 Speaker 2 And the big thing that caught my attention, that really gave me the commitment, encouraged to actually jump out of 01:03:26:21 – 01:03:27:19 Speaker 2 it the microchip. 01:03:27:19 – 01:03:33:04 Speaker 2 and there were predictions being made about what this was going to do. 01:03:33:06 – 01:03:36:00 Speaker 1 As you’re talking, I’m thinking of AI right now. It feels like. 01:03:36:01 – 01:03:36:06 Speaker 2 Well. 01:03:36:06 – 01:03:41:17 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 6 Speaker 1 Yeah, it feels like we’re in a parallel time to that right now of like when the microchip was first. 01:03:41:18 – 01:04:08:14 Speaker 2 Yeah. But the two things that really caught my attention was that the big paramedical organizations, big government, big corporations, big unions, they were going to have a hard time with this invention, because you could use the microchip to improve almost every other invention, and you could use the microchip to improve microchips so they would get more powerful. But the predictions were made. 01:04:08:14 – 01:04:12:03 Speaker 2 It was going to be more and more of an entrepreneurial world. And 01:04:12:03 – 01:04:25:06 Speaker 2 I’m sort of a coach by instinct. You know, I’ve you know, my mother was not surprised at all when I did this. She says, you were always telling people, you know, you should do this and not do that. You should do this and not do that. 01:04:25:07 – 01:04:28:07 Speaker 1 Is that a fancy way of saying you were bossy as a kid? No it wasn’t. 01:04:28:08 – 01:04:29:20 Speaker 2 I was observant. 01:04:29:22 – 01:04:30:03 Speaker 1 Okay. 01:04:30:04 – 01:04:31:16 Speaker 2 Okay, I was insightful. Yeah, 01:04:31:19 – 01:04:53:05 Speaker 2 but I have a feel for where people’s energy is when they talk, you know, and you can kind of tell that they’re doing a big circle of activity, but it’s actually just a small activity where they’re the love of what they’re doing is actually in that small circle, and they’re actually good at it, you know, so they they have the best both worlds. 01:04:53:07 – 01:04:53:23 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 7 Speaker 1 Yeah. 01:04:53:23 – 01:05:07:21 Speaker 1 What do you think is the difference between the entrepreneurs who have the sustained motivation over a long time versus the ones who are sort of left feeling let down by what entrepreneurship has to offer? 01:05:07:21 – 01:05:11:04 Speaker 2 one of them is happy and the other one isn’t happy. 01:05:11:05 – 01:05:27:10 Speaker 2 You know, it’s hard to sustain ambition when you’re not happy because, you know, it’s the higher achievement. It’s not going to make any happier. They’ve never been happy. And it has to do with the way they measure success. So 01:05:27:14 – 01:05:34:14 Speaker 2 in our book, The Gap in the game, what we say is that everybody’s got ideals. 01:05:34:15 – 01:05:40:09 Speaker 2 They have ideals. You know, they have a kind of a perfect picture of themselves in the future. 01:05:40:09 – 01:05:50:20 Speaker 2 And they they get to the goal, they achieve the goal, but then they measure against the ideal and it’s like they haven’t done anything. 01:05:50:22 – 01:05:57:18 Speaker 2 And from the outside it looks very successful. They look like real winners. But on the inside they don’t feel like winners at all. 01:05:57:18 – 01:06:03:08 Speaker 2 so there’s the problem that they get depressed, but nobody understands why they’re depressed. They’re 01:06:03:10 – 01:06:19:00 Speaker 2 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 8 they’re measuring reality against unreality. And there’s another way of doing this same thing. You have the ideal that’s show. It illuminates where the goal is. You achieve the goal and you achieve the goal. And then you turn around and measure where you came from. 01:06:19:04 – 01:06:21:21 Speaker 2 All happiness lies for measuring backwards. 01:06:21:22 – 01:06:23:01 Speaker 1 Oh, interesting. 01:06:23:01 – 01:06:32:20 Speaker 1 I’m thinking about the life that my kids have is so in one generation, massively, radically different from mine as a kid. And you go when I look back that way, 01:06:32:22 – 01:06:35:16 Speaker 1 I go, oh my gosh, we’ve come so far when I look. 01:06:35:20 – 01:06:53:00 Speaker 1 But yet I feel behind all the like, I just feel nothing. But behind in AI is making me feel more behind. Like just no matter what we do, it’s like we’re not going fast enough, we’re behind, we’re not helping enough people. But then you look that way and it’s like, oh my gosh, my kids are in a different universe than than the world I grew up. 01:06:53:01 – 01:07:06:22 Speaker 2 And that explains the difference. It’s just this difference. So one of the things, right, when the entrepreneurs come into the program, we say how you’re measuring your progress, you’re making progress. You wouldn’t be here if you hadn’t been successful. 01:07:06:22 – 01:07:16:04 Speaker 2 but one of the interesting things, if you do the gap to yourself. So there’s always a gap between you and your happiness. 01:07:16:06 – 01:07:19:18 Speaker 2 you’ll do it to other people, to you’ll do it to your kids. 01:07:19:20 – 01:07:26:22 Speaker 2 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 9 It just wasn’t good enough. You know, you could you could have done more. So there’s never any satisfaction to the progress. 01:07:27:01 – 01:07:27:06 Speaker 1 Yeah. 01:07:27:08 – 01:07:38:15 Speaker 1 I feel like there’s there’s three evolutions of motivation. Like in in my own life. I think it’s it starts with ambition. It’s like I grew up with nothing. And so I was like, all I wanted was Air Jordans, 01:07:38:15 – 01:07:53:21 Speaker 1 and I wanted box cereal because we had bag cereals and was stale all the time. But then that doesn’t motivate after a while. And then it’s like competition. You’re like, well, I want to be the best. But then that wears off. And I think it’s like the best motivation seems to be mission where it’s like, I just want to help people. 01:07:53:21 – 01:08:00:23 Speaker 1 And I just I’ve always gotten that sense from you that, like, you do this because you just you care deeply about helping entrepreneurs. 01:08:00:23 – 01:08:01:14 Speaker 2 Yeah. And 01:08:01:14 – 01:08:02:20 Speaker 2 we have a great company. 01:08:03:01 – 01:08:11:02 Speaker 2 the same concepts that are provided to the entrepreneurs and the workshops are also provided to our team members. 01:08:11:04 – 01:08:14:07 Speaker 1 Yeah. So on the topic of team members, 01:08:14:09 – 01:08:22:20 Speaker 1 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 10 Business schools teach you that you need to be a great manager. You need to know everything that’s going on in your business. You need to, you know, oversee everything, know how to do all of it. 01:08:22:20 – 01:08:33:17 Speaker 1 Tell us what your philosophy is and what you’ve seen that I think rails against the kind of like classic management business school advice for entrepreneurs. 01:08:33:20 – 01:08:38:08 Speaker 2 Yeah, I think the first of all, I think entrepreneurism starts very young 01:08:38:13 – 01:08:45:21 Speaker 2 have some interests that they’re exploring, and it doesn’t take them very long to realize that freedom requires money. 01:08:45:21 – 01:08:47:05 Speaker 2 They want to be free. 01:08:47:05 – 01:08:47:12 Speaker 2 So 01:08:47:12 – 01:08:55:01 Speaker 2 we’re really going deep with entrepreneurial research. I think we’re going to have the best entrepreneurial research research bank in the world 01:08:55:05 – 01:08:55:11 Speaker 2 01:08:55:15 – 01:09:02:14 Speaker 2 think the basic instinct of entrepreneurs is they like creating the future that doesn’t exist yet. 01:09:02:14 – 01:09:06:03 Speaker 2 And what they are not generally as good managers. 01:09:06:03 – 01:09:18:05 Speaker 2 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 11 we have 5 or 6 profiles that we use to sort of show the entrepreneur that there’s an energetic center where if they stay in the energetic center, everything works. 01:09:18:10 – 01:09:22:18 Speaker 2 If they go outside the energetic center, then life gets really, really. 01:09:22:19 – 01:09:32:21 Speaker 1 I mean, we’ve seen this, we’ve experienced it. It’s a joke around brand builders group because our team, like, I’m a terrible manager, I’m like, I could. 01:09:32:23 – 01:09:47:11 Speaker 1 but it is it is true. And it’s part of why, you know, AJ and I have such a beautiful partnership is she is an incredible manager and organizer and, you know, just kind of consolidator of all, all strategy and things. But 01:09:47:11 – 01:09:52:16 Speaker 1 explain exactly the who not how strategy and how does that how does that fit into this conversation. 01:09:52:17 – 01:10:07:02 Speaker 2 Well, you have a book out on procrastination. And I think procrastination comes naturally to entrepreneurs, and it’s a part of seeing a new possibility in, in the future. 01:10:07:04 – 01:10:18:12 Speaker 2 it’s a beautiful what it’s a beautiful what. And you’re really excited about it. And then all of a sudden you come back and you say, well, how am I going to do that? 01:10:18:12 – 01:10:25:03 Speaker 2 So all we ask the entrepreneurs is to ask, not ask, how am I going to do this? But who’s going to do 01:10:25:05 – 01:10:33:22 Speaker 2 So the name of the concept is who, not how. And it’s one of those instant ones. It’s one of those instant insights. 01:10:34:01 – 01:10:40:23 Speaker 2 And so the the big thing that we focus there’s a two fold focus in strategic coach. Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 12 01:10:40:23 – 01:11:01:09 Speaker 2 There’s your energetic center. And when entrepreneurs come in. We have them do a 90 day activity audit and a, you know, 30 or 40 things that they’re doing. And so then we break it into four columns things you’re incompetent. It you know. 01:11:01:11 – 01:11:03:21 Speaker 1 That you’re doing things. You’re doing that you’re incompetent. 01:11:03:22 – 01:11:05:13 Speaker 2 Incompetent right. Yeah. 01:11:05:14 – 01:11:08:16 Speaker 1 Like they’re doing finance or something. It’s like you have no business. 01:11:08:18 – 01:11:22:01 Speaker 2 And they’re bad at it. They’re really bad. Wears them out and they’re bad at it. Then there’s competent. They are competent, you know, but so are hundreds of others that can do the same. 01:11:22:01 – 01:11:31:07 Speaker 2 Then there’s excellent. And this is where you have a lot of professionals. You have like the people who have credentials like doctors and lawyers and accountants. 01:11:31:07 – 01:11:40:15 Speaker 2 And I find the professions uniquely trap people in. Excellent. They’re really they’re really good. 01:11:40:16 – 01:11:43:03 Speaker 1 But this is like as good as the enemy of the great kind. 01:11:43:03 – 01:11:55:01 Speaker 2 Of best practice. Yeah, they’re really good. Their masters of best practices. Okay. And they’re paid for it. You know, they they’re highly paid and but there’s no energy there. 01:11:55:03 – 01:12:01:06 Speaker 2 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 13 then there’s unique ability and unique ability you’re born with. I’m convinced it’s something you’re born with. 01:12:01:07 – 01:12:07:10 Speaker 2 You just it’s just a natural way that you take action to get results. 01:12:07:10 – 01:12:21:21 Speaker 2 And the thing that interferes with it is the school system. Because in the school system, it’s not the result that matters. It’s that you follow the procedure that the teacher gives you to get the results totally and. 01:12:21:21 – 01:12:23:18 Speaker 1 Show your work. 01:12:23:20 – 01:12:27:05 Speaker 2 Minded people find shortcuts. They find workarounds. 01:12:27:05 – 01:12:33:08 Speaker 2 That’s what entrepreneur is and is its whole series of shortcuts and workarounds, 01:12:33:08 – 01:12:50:04 Speaker 2 so what happens that they do that and they find out that they’ve they’ve got all they have 40 things. There’s only three of them that are in the unique ability column. And so our job in strategic coach is to find the who’s who take care of everything else. 01:12:50:06 – 01:12:59:20 Speaker 2 And today we have the added advantage of automation. So who can be a machine. It can be an AI program. 01:12:59:20 – 01:13:05:10 Speaker 1 So this is one of my favorite quotes of all time. And people sometimes argue over who said this. 01:13:05:10 – 01:13:10:03 Speaker 1 If you have enough money to solve a problem, you don’t have a problem. Who who said that? Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 14 01:13:10:03 – 01:13:11:14 Speaker 2 Quote, that would be me. 01:13:11:14 – 01:13:12:09 Speaker 1 That’s what I thought. 01:13:12:09 – 01:13:13:21 Speaker 1 Can you unpack that for us? 01:13:13:21 – 01:13:14:06 Speaker 1 Because 01:13:14:08 – 01:13:15:18 Speaker 1 changed how I operated. 01:13:15:18 – 01:13:16:14 Speaker 2 So, yeah. 01:13:16:14 – 01:13:24:05 Speaker 2 Well, the big thing is that that’s what money money is for, is for buying solutions that you don’t want to do. 01:13:24:05 – 01:13:27:01 Speaker 2 That’s the big thing the entrepreneur wants to go after. 01:13:27:01 – 01:13:31:03 Speaker 2 First they they just want to free up enormous amount of time. 01:13:31:03 – 01:13:31:23 Speaker 2 And 01:13:32:01 – 01:13:37:04 Speaker 2 on the one hand, they get freed up from everything that they shouldn’t be doing. 01:13:37:04 – 01:13:42:03 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 15 Speaker 2 that time is being spent on what they love doing most and where they’re really great. 01:13:42:04 – 01:13:42:09 Speaker 2 01:13:42:13 – 01:13:53:21 Speaker 2 There’s no greatness, incompetence, competence, or excellence. There’s greatness in unique ability, and great unique ability never wears out. 01:13:53:22 – 01:13:55:11 Speaker 2 I’m 82 right now. 01:13:55:11 – 01:13:57:16 Speaker 2 and I’m at the top of my ambition. 01:13:57:16 – 01:14:08:09 Speaker 2 And the other thing I’d like to comment on, I’m the co-founder of Strategic Coach. Okay, so I have a partnership with Bab Smith. 01:14:08:10 – 01:14:14:06 Speaker 1 Babs. She’s here. You can’t see her. You don’t get to see Babs. You have to pay extra money. If you’re going to see Babs on camera. 01:14:14:10 – 01:14:25:22 Speaker 2 The big check. That’s the big check anyway. And Babs and I got together in the 80s. We met in 82. As a matter of fact, tomorrow’s our wedding anniversary. 01:14:26:00 – 01:14:27:07 Speaker 1 That’s so great. 01:14:27:07 – 01:14:30:11 Speaker 2 And I had been through a practice marriage. 01:14:30:13 – 01:14:34:21 Speaker 1 Yeah. You had a divorce and a bankruptcy on the same day, right? Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 16 01:14:34:22 – 01:14:45:16 Speaker 2 August 15th, 1978. Yeah. And that the big thing is that I needed a partner. I needed a partner. And the interesting thing is that, 01:14:45:22 – 01:14:59:12 Speaker 2 there’s all sorts of profiles, and one of them is Colby. I don’t know if, you know, the Colby taken it. Yeah, yeah. Well, we’re we’re almost identical in our Colby. We’re both high quick starts, low fact finders, low follow through and everything else. 01:14:59:12 – 01:15:07:09 Speaker 2 But Babs has a genius of putting together teams, teams of great, great team members. And so 01:15:07:15 – 01:15:20:02 Speaker 2 when we first met, she said, you can’t be doing that anymore. We got to get somebody to do that. And probably for the first, I would say 15 years, she would say, you, you can’t do that anymore. You gotta. 01:15:20:03 – 01:15:20:20 Speaker 1 We got. 01:15:20:21 – 01:15:22:16 Speaker 2 We got to get someone to do that. 01:15:22:16 – 01:15:23:04 Speaker 1 So, 01:15:23:04 – 01:15:34:05 Speaker 1 this is one of the most popular questions that people ask on like Reddit. So I want to double tap in. This is to go when you’re entrepreneur, especially if you came from nothing. You know, like many of us did. 01:15:34:06 – 01:15:34:18 Speaker 2 That’s a great. 01:15:34:18 – 01:15:54:04 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 17 Speaker 1 Start, right? It’s a great place to start. But when you have scarcity around money, which I did because we had none of it. And then you get to this point and you go, hey, you need to hire someone. I told some of this the other day. I said, I’ve never once in my career felt like I had the money to hire someone before I had the need to hire them. 01:15:54:04 – 01:16:03:01 Speaker 1 It was like I had to hire them first, and then on the faith that the money would show up versus being like, oh, I got so much money, I can just hire someone to do this. 01:16:03:01 – 01:16:04:01 Speaker 1 coach us through that? 01:16:04:01 – 01:16:09:11 Speaker 2 Well, there’s a neat thing in the marketplace. You get to pay them 26 times in the first year. 01:16:09:14 – 01:16:12:22 Speaker 2 You don’t have to pay the whole first year right away. 01:16:13:00 – 01:16:24:07 Speaker 1 Yeah. You’re saying you’re not paying it. You think of it as like, I’m going to pay this all up front. Like I can’t afford a person at this salary. Yeah, but just thinking about we would call that the significance calculation, spreading it out. It’s just like thinking longer term. 01:16:24:08 – 01:16:34:09 Speaker 2 Yeah. And most countries, the three countries we operate in the US, Canada and Great Britain, UK, they have a three month no fault 01:16:34:10 – 01:16:44:00 Speaker 2 you can fire someone at three months. Well that’s you know, that’s six, six, seven pay periods if you don’t if they’re not delivering in 6 or 7 pay periods, 01:16:44:02 – 01:16:49:13 Speaker 1 what I hear you saying there is okay. It’s two things. One, realize you’re not paying this all up front. You’re paying it over time. And Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 18 01:16:49:17 – 01:16:52:23 Speaker 1 you’re not seeing the return from it, then you don’t have to stay committed to it. 01:16:52:23 – 01:16:56:02 Speaker 2 Well, there’s two other considerations along with that one. 01:16:56:02 – 01:17:08:10 Speaker 2 the other one is that you’re not actually investing in them. You’re investing in you, you know, like you’re hiring someone. Let’s say it’s 50,000 a year for the for the first year that 01:17:08:11 – 01:17:10:20 Speaker 2 50,000 is not in them. 01:17:10:20 – 01:17:21:08 Speaker 2 That’s 50,000 is that if I got freed up I’d make much more than 50,000. So it’s a nonbelief in your ability to produce more. If you were freed up. 01:17:21:09 – 01:17:21:23 Speaker 1 There it is. 01:17:22:00 – 01:17:22:09 Speaker 2 Okay. 01:17:22:09 – 01:17:25:13 Speaker 2 the other thing is you’re looking at it as a cost. 01:17:25:13 – 01:17:40:17 Speaker 2 I’ve never looked at payment to employees as a cost. It’s an investment, okay. Humans and cost. You don’t have those two thoughts in your head at the same time. Might be a bad investment, but it’s not a cost. 01:17:40:17 – 01:17:47:19 Speaker 1 when you make the right hire, you feel their impact almost always right away. Is that true or false? Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 19 01:17:47:20 – 01:17:48:11 Speaker 2 True. 01:17:48:12 – 01:17:49:16 Speaker 1 Okay. Interesting. 01:17:49:16 – 01:17:52:15 Speaker 2 the most important thing is that they have the right attitude, 01:17:52:17 – 01:17:53:20 Speaker 2 which means that 01:17:53:20 – 01:17:56:13 Speaker 2 the moment you bring on board they want to be useful. 01:17:56:14 – 01:17:57:05 Speaker 1 Yeah. And I 01:17:57:10 – 01:18:11:02 Speaker 1 if you ask me, what’s Rory, what is one thing you changed your mind on about entrepreneurship? I would say young entrepreneur was like, we’re going to hire people and we’re going to invest them in, and we’re going to train them, and we’re going to teach them, and we’re going to hang on to them until they can figure it out. 01:18:11:05 – 01:18:32:11 Speaker 1 And now a little more experience. Rory goes, man, I’ve wasted a lot of money and a lot of my time and frankly, a lot of their time trying to do that. And it’s like, no, we’ve never had a counterexample. It’s like when when somebody is the right hire, we feel the impact right away. Like, like immediately we go like, this is this is why they’re here. 01:18:32:15 – 01:18:39:12 Speaker 2 And I have another book coming out in the fall, major book, and it’s called casting, Not Hiring. 01:18:39:12 – 01:18:55:09 Speaker 2 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 20 basically what you want is someone from day one that’s taking their cues from you as if you were in a theater company and you’re the main actor. So that person is a support actor, but they’re part of the whole story. 01:18:55:15 – 01:19:03:16 Speaker 2 People don’t like jobs, okay? Jobs are blueprints for not getting fired. 01:19:03:18 – 01:19:05:23 Speaker 1 Yeah. What’s the difference between a job and a role? 01:19:05:23 – 01:19:13:11 Speaker 2 Yeah, well, I just said the the job. It’s a blueprint. If you do this and this and this and this and this, you won’t be fired. 01:19:13:11 – 01:19:14:05 Speaker 1 You get to you. 01:19:14:05 – 01:19:32:19 Speaker 2 You get to stay. Yeah. You get you get to stay a role is that we’ve got a big presentation. And there are other people who I have to interact with in such a way that they’re freed up to play their role. So my role is freeing up, freeing up Rory so he can do his role. 01:19:32:19 – 01:19:40:01 Speaker 1 as an employer, I guess it’s more of going like, I should be hiring people who take stuff off of my plate and, and free me up. 01:19:40:01 – 01:19:42:07 Speaker 1 And if they’re not freeing me up, then it’s not the right hire. 01:19:42:08 – 01:19:43:14 Speaker 2 Yeah, that’s the big thing 01:19:43:14 – 01:19:50:02 Speaker 2 before I started coaching, as I mentioned, I was an ad writer, big, big agency. 01:19:50:02 – 01:19:54:07 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 21 Speaker 2 And about a month into the agency and 01:19:54:08 – 01:20:05:23 Speaker 2 I got to know the half owner, but he was the creative director for the agency. And one day I went out and I said, can can you explain how this business works 01:20:05:23 – 01:20:13:21 Speaker 2 And he explained, you know how agencies work. They make their big money at 17.5% of the media placement, 01:20:13:23 – 01:20:23:14 Speaker 2 and he gave me the entire blueprint of how they got paid. And I said, good. I’m, I wanted to know that so that I, that every day I walk in, I know I’m worth it. 01:20:23:18 – 01:20:48:04 Speaker 2 But it really solidified our relationship because I wasn’t asking about my job. I was asking, how does the company make money and be profitable? Right? Any person that you bring on who wants to know what the big picture is, they’re going to naturally become a great role player. The other thing is how do you look at yourself? I mean, yeah, I’m the boss. 01:20:48:04 – 01:21:14:20 Speaker 2 Babs is the boss. But I have a special role inside the company. I create new material, I create new books, I create new workshops. We have thinking tools. You know, inside coach, I produced podcasts and everything like that. So my my role is out there to constantly be putting out new product to the marketplace. And I coach the top level. 01:21:14:22 – 01:21:20:17 Speaker 2 I have about 110 that I coach entrepreneurs out of 2500. 01:21:20:22 – 01:21:31:16 Speaker 1 And just for those of you that don’t know. So you talking about. You’ve your personal brand, the two of you together. You’ve built a business where you’ve got 2500 actors. 01:21:31:17 – 01:21:32:05 Speaker 2 Active. Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 22 01:21:32:06 – 01:21:36:05 Speaker 1 Active members that are paying 25,000 and up. 01:21:36:06 – 01:21:36:22 Speaker 2 Up to 50. 01:21:37:01 – 01:21:37:23 Speaker 1 Up to 50. 01:21:38:05 – 01:21:40:20 Speaker 2 Basically 15, 25 and 50. 01:21:40:21 – 01:21:41:12 Speaker 1 It’s a great business. 01:21:41:12 – 01:21:42:17 Speaker 2 Three levels. That’s good. Yeah. 01:21:42:17 – 01:21:50:22 Speaker 1 what’s the last mistake that entrepreneurs tightly hang on to and they just like won’t they just won’t let go of this thing and it holds them back. 01:21:50:22 – 01:21:52:03 Speaker 1 Is there anything that comes to mind? 01:21:52:04 – 01:22:02:18 Speaker 2 Yeah, yeah, I’ve got one. What kind of entrepreneur are they? Are they a lifestyle entrepreneur or are they a growth entrepreneur? Okay. And what. 01:22:02:21 – 01:22:03:18 Speaker 1 Are the two options? 01:22:03:19 – 01:22:07:06 Speaker 2 Yeah, what I mean by that I’ll take yours as an example. Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 23 01:22:07:08 – 01:22:12:19 Speaker 2 in the town where you live, there are people who live differently. They had big homes, 01:22:13:00 – 01:22:13:18 Speaker 2 they 01:22:13:20 – 01:22:19:23 Speaker 2 picture of themselves in the future, having a home like that. Yeah, right. Neighborhood grade schools. 01:22:19:23 – 01:22:30:08 Speaker 2 And that’s your goal. That’s your goal is to get to that level. Yeah. And when I first started coaching, I noticed they were really, really ambitious. 01:22:30:09 – 01:22:34:07 Speaker 2 What I didn’t know is there was a stopping point in their future 01:22:34:09 – 01:22:57:04 Speaker 2 for some of them, but for the others, what I noticed was that they would take a jump and then they would normalize at that jump. They would bring everything. It was like the locks of a canal. They would go and they’d go there, and then they’d have another jump and they’d have another jump and say, they’re the same age, and they go through 20, 25 years of growth. 01:22:57:05 – 01:23:07:21 Speaker 2 And then one of them stops and the other one just keeps growing and growing and growing. So I’m I’m a growth entrepreneur, so I have no end in sight. 01:23:07:21 – 01:23:15:23 Speaker 1 And so you’re just saying a growth entrepreneur is just somebody who is loves growth. And just like continual, never improving kaizen sort of sort of a thing. 01:23:16:03 – 01:23:29:12 Speaker 2 But the big thing as you go along. It’s not just your growth, it’s other people’s growth because of you. So you feel this enormous feedback, you know, from the people who are in your company, you know, they’re growing, Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 24 01:23:29:12 – 01:23:36:18 Speaker 2 We have coaches and the coaches are growing. Then I have the clients and the clients are growing. So you’re in a growth environment, 01:23:36:18 – 01:23:47:07 Speaker 2 And it’s you know, I think growth is one of the greatest emotions that people experience. So when do you want it to stop. When do you want all the energy to stop. 01:23:47:09 – 01:24:10:08 Speaker 1 Yeah. I thought when you first said there’s a growth entrepreneur and the lifestyle entrepreneur, you know, my mind went to a growth entrepreneur or someone who wants to come and, you know, take on debt and investors and ramp up and sell. And that’s not us right. For us. Pro like one of the things that we we said in this book and we really believe like for us, peace is the new profit. 01:24:10:08 – 01:24:30:03 Speaker 1 It’s like we want peace. But we couldn’t have peace if we weren’t growing. Like we would not be okay with just everyone stagnant in us. We can’t be. It’s not about being unsatisfied with like we need more. No, it’s we just can’t be satisfied with saying the same as who we’ve always been. That’s just not who AJ and I are. 01:24:30:06 – 01:24:38:01 Speaker 1 Yeah. So that’s interesting. So it’s not about like the motives to like sell the company. It’s just continually improving. Yeah. 01:24:38:03 – 01:24:41:15 Speaker 2 And two insights on what you just said. One is. 01:24:41:19 – 01:24:46:19 Speaker 1 Now I’m getting free coaching. This is why you need to have podcasts. You get free coaching from the best coaches in the world. Yeah, but. 01:24:46:19 – 01:24:53:13 Speaker 2 But there’s two other considerations which are unique to our day. I mean, this was not possible 25 years ago. 01:24:53:13 – 01:24:54:12 Speaker 2 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 25 And as AI, 01:24:54:12 – 01:25:06:01 Speaker 2 And AI is doing two things. One is all the things that people you know are already experiencing, which is that there are all sorts of processes. 01:25:06:01 – 01:25:06:06 Speaker 2 And 01:25:06:06 – 01:25:10:06 Speaker 2 AI can probably simplify that stuff by 80%. 01:25:10:08 – 01:25:23:02 Speaker 2 You know, if you have the right person and you have the right commitment to it. That’s one aspect, and that’s the aspect that is being most talked about. The other one is the impact of AI on medicine. 01:25:23:05 – 01:25:24:09 Speaker 2 Okay. So 01:25:24:11 – 01:25:29:15 Speaker 2 Babs really got me on the road to great health, great fitness, 01:25:29:17 – 01:25:42:01 Speaker 2 and a lot of that is AI driven. But the testing is all AI driven. You know, there’s no reason why anything catches you by surprise these days if you’re using the latest diagnostics. 01:25:42:01 – 01:25:46:07 Speaker 2 so my sense is if you’re. 01:25:46:08 – 01:25:54:20 Speaker 2 A growth entrepreneur, you just got a massive boost by a new technology, which is going to get better six months from now. 01:25:54:21 – 01:25:55:03 Speaker 1 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 26 So 01:25:55:03 – 01:26:02:01 Speaker 1 You’re talking about one is AI improving productivity and workflows, simplifying things, reducing complexity. 01:26:02:01 – 01:26:10:22 Speaker 1 In our operational structure, you have AI simultaneously improving the health, you know, the longevity and the quality of life. 01:26:11:03 – 01:26:17:07 Speaker 1 So how should we be not not how should we be using AI? 01:26:17:12 – 01:26:21:15 Speaker 1 How should we as entrepreneurs be thinking about AI? 01:26:21:17 – 01:26:36:05 Speaker 2 Well it’s going to be there. I mean, it’s it’s going to be there as AI in itself or all the products that you’ve been using before. Like, like everything you’re using on your computer is going to be infused with AI already is, 01:26:36:07 – 01:26:56:06 Speaker 2 the big thing is that anything in the future that’s an ambition of yours, and ambition comes from new capability. Ambition is actually a result. It’s not the cause that when you take on a new capability, when you got this studio, your ambition, you know, this is a big capability for you. 01:26:56:06 – 01:26:58:20 Speaker 2 I mean, what did you do before you had the studio? 01:26:58:21 – 01:27:04:17 Speaker 1 Yeah, we were doing mostly zoom podcasts and we were like, we gotta we gotta level up here. Yeah, yeah. 01:27:04:18 – 01:27:19:02 Speaker 2 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 27 The moment you got the studio, your your ambition grew. So in our world, ambition is not the reason for something new. Capability is the reason for something. And once you get the new capability, the ambition automatically grows. 01:27:19:02 – 01:27:19:16 Speaker 2 But the. 01:27:19:16 – 01:27:23:04 Speaker 2 the big thing about this with ten times, let’s start with ten times. 01:27:23:04 – 01:27:27:06 Speaker 1 Yeah. And you should probably explain what ten is easier than two x like the principle of that. Yeah. 01:27:27:06 – 01:27:28:01 Speaker 2 Well most people 01:27:28:03 – 01:27:39:18 Speaker 2 pick revenue or they pick EBITDA. You know they have their you know their you know what the company could be bought for. And most people, most entrepreneurs, even successful entrepreneurs, 01:27:39:18 – 01:27:49:07 Speaker 2 they get a multiplier for what their EBITDA is, you know, and for most people, if they don’t really think about this, it’s three times to five times, 01:27:49:07 – 01:28:03:20 Speaker 2 but the way we do it with ten times. So we get them to pick a number. You know net worth could be net worth. It could be, you know EBITDA. And then you say let’s go back in history. When were you one tenth of where you are right now? 01:28:03:22 – 01:28:35:06 Speaker 2 And then we analyze how they got from one tenth to where they are today. And it’s not one thing. It’s about 30 things. Okay. And I said, so you’ve already gone ten times, but you didn’t actually see how you did it. So we’re going to give you a picture of how you actually went ten times. And I want to tell you something, 80% of what you did to do the ten, 10%, you already know 80%, and we’re going to supply the other 20% for you, Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 28 01:28:35:06 – 01:28:37:09 Speaker 2 For example, about eight years ago. 01:28:37:09 – 01:28:48:12 Speaker 2 I was watching television and I said, this is really a worthless activity. So I stopped watching television. I said, I’m not going to watch any more television. So I haven’t done it for eight years. 01:28:48:12 – 01:28:54:21 Speaker 2 and I got 800 hours a year back from doing that. 01:28:54:23 – 01:28:57:07 Speaker 2 And what can you 01:28:57:10 – 01:29:00:23 Speaker 2 do if you had 800? If you had 800 hours back, what would you do? 01:29:01:01 – 01:29:06:05 Speaker 1 I mean, you can do anything you want. I mean, that’s so much time. You can master just about anything with 800 master there. 01:29:06:06 – 01:29:07:12 Speaker 2 But that’s just one move. 01:29:07:14 – 01:29:15:20 Speaker 2 you know, if I make this move, I’m going to get a result from it. But if you have that sense in your life, like you’re. How old are you? 01:29:15:22 – 01:29:18:07 Speaker 1 43, I think. 01:29:18:08 – 01:29:19:03 Speaker 2 Yeah. 43. 01:29:19:03 – 01:29:44:09 Speaker 2 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 29 So I’m 82. I got 39 years on you. Yeah. Okay. And but the big thing is it’s just an expectation. And if we’re going to be getting healthier. So most of the tests that we do indicate that I have probably the health of a 59 year old energy 50 or, you know, checking, checking out, that’s going to happen more and more that you have the energy. 01:29:44:10 – 01:29:58:14 Speaker 2 The biggest reason why people retire is the energy it requires to be committed and courageous to something new isn’t there anymore, because it’s not supplied by their physical health. They’re wearing out. 01:29:58:14 – 01:30:05:12 Speaker 2 But the other thing is increasing who it is that your company is working with, you know, in the marketplace. 01:30:05:12 – 01:30:06:09 Speaker 1 What do you mean by that? 01:30:06:10 – 01:30:13:01 Speaker 2 Well, bigger checks, bigger checks. For one thing. People are writing bigger checks for you. They’re more interesting to work with. 01:30:13:03 – 01:30:26:16 Speaker 1 Oh, I see what you’re saying. Like you’re attracting. Ambition more. Yeah, yeah. It’s so funny you mentioned that. So I was on the. I was on a call this morning with Gary Keller from Keller Williams. And he was just saying, like 01:30:26:16 – 01:30:34:15 Speaker 1 I don’t see anyone else that can help me really, except you guys because he’s like, I want to play. 01:30:34:17 – 01:30:36:13 Speaker 1 I have such a big game. I still want to play. 01:30:36:13 – 01:30:47:05 Speaker 1 He’s like, I’m struggling. He’s like at a point where he’s like struggling to find people who will play at a whole nother level. And I was I was like, wow, that really does become a challenge. Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 30 01:30:47:06 – 01:31:00:08 Speaker 1 Like as you get to a certain point, it’s like there’s not that many people that are going to keep playing at that, that level. So yeah, that that’s interesting. And I think about, you know, on that question about how should I be thinking about AI? 01:31:00:14 – 01:31:20:08 Speaker 1 I think my, my biggest fear is that I will underestimate what is possible. And it’s like, that’s probably the thing that I’ve always been most risky, like the most like the most natural thing that we all do is underestimate what could be possible. And that was before AI, right. 01:31:20:09 – 01:31:21:02 Speaker 1 So now you 01:31:21:02 – 01:31:23:02 Speaker 1 You multiply it by AI and it’s like, 01:31:23:03 – 01:31:25:06 Speaker 1 anything is like possible. 01:31:25:08 – 01:31:30:11 Speaker 2 I’ll just ask you the question. Could you get better at how you’re using AI today? 01:31:30:12 – 01:31:31:10 Speaker 1 Yeah. Of course. 01:31:31:11 – 01:31:33:23 Speaker 2 Yes. Okay. If you do it today, can you do it tomorrow? 01:31:34:00 – 01:31:34:15 Speaker 1 Yes. 01:31:34:20 – 01:31:38:09 Speaker 2 Just have 100 days in a row getting better every day. Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 31 01:31:38:11 – 01:31:45:18 Speaker 2 Everybody’s going to use AI for their own specific purposes. But if you compare yourself with other people, you’re dead in the water. 01:31:45:19 – 01:31:46:13 Speaker 1 Yeah. And I 01:31:46:13 – 01:31:47:07 Speaker 1 think it’s more of like, 01:31:47:07 – 01:31:51:19 Speaker 1 like a question I wake up and think about all the time is how do we help our clients succeed faster? 01:31:51:21 – 01:31:52:19 Speaker 1 And I think it’s like, 01:31:52:23 – 01:31:55:12 Speaker 1 you know, we’re not competing with anybody else. 01:31:55:15 – 01:32:00:04 Speaker 1 We’re competing with that. We’re competing with how do we help our get our clients there. So 01:32:00:04 – 01:32:05:03 Speaker 1 You got a new book coming out, The Greater Game. I have not read this yet. 01:32:05:07 – 01:32:06:10 Speaker 1 give us a little highlight on. 01:32:06:12 – 01:32:09:05 Speaker 2 First of all, I’m going to tell you about my cooperator 01:32:09:06 – 01:32:11:23 Speaker 2 So my first three books were with Ben Hardy. Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 32 01:32:12:00 – 01:32:14:04 Speaker 1 Yeah. He’s a friend, Doctor Ben Hardy. Yeah. 01:32:14:05 – 01:32:26:22 Speaker 2 Very brilliant. Ben’s a great, great writer. Yeah, yeah. And you know, he wrote I didn’t write their strategic coach concepts and I was consulted. 01:32:27:00 – 01:32:35:21 Speaker 1 Yeah, yeah. I mean, he told that story and who not how that he was your who for writing the book like of your of your own your your own ip. 01:32:35:22 – 01:33:00:18 Speaker 2 Well well he started it. I wasn’t going to write a book. He came and he offered his services and I took him. I took him up on it. So I’m a great collaborator. I like doing collaborations. So John Bowen is arguably the number one coach of high, you know, very, very wealthy financial advisors whose entire client base is wealthy entrepreneurs. 01:33:00:20 – 01:33:09:16 Speaker 2 Okay. So they represented about the top 5% of entrepreneurs. And he’s been in strategic coach since about 17 years. 01:33:09:16 – 01:33:18:22 Speaker 2 But the big thing about it is the research, really good research on entrepreneurs is not available because it hasn’t been created. 01:33:19:03 – 01:33:46:15 Speaker 2 And the reason is it’s mostly written by college professors or by management consultants or by corporations or the government. And they they treat entrepreneurs like they’re, they’re they’re little ankle biters in the economic world. And yet all the new breakthroughs that corporations enjoy after time come from entrepreneurs and entrepreneurs are really at the center of the culture now. 01:33:46:15 – 01:34:11:12 Speaker 2 That’s really happened in the last 50 years since I was coaching. I mean, Elon Musk is an entrepreneur. The guys who created Google are entrepreneurs, the guys who created Apple or entrepreneurs. These are major these are major, major players. So the big thing is that we’ve this is actually the book is one part of a three part system. Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 33 01:34:11:14 – 01:34:12:00 Speaker 2 So 01:34:12:00 – 01:34:21:12 Speaker 2 we interviewed lots and lots of entrepreneurs about this. And I have the experience I have 50 years experience of what what are the multiplier attitudes. 01:34:21:14 – 01:34:52:18 Speaker 2 It’s a multiplier stack. So you had one stack ambitions number one. But then you have to have security. Are you properly secured in the marketplace. Are you properly protected. You know and you go down. Are you part of a community and you get grades for that. Then there’s a second component which is a dashboard which you just download download from the book and it has these multipliers, but it’s based on our research so far with about 7000 entrepreneurs. 01:34:52:18 – 01:35:00:17 Speaker 2 And there’s numbers for each of them. And then you can measure yourself weekly against on the eight multipliers. 01:35:00:17 – 01:35:06:16 Speaker 2 Based on those modifiers, it tells you what the multiplier value of your company is. 01:35:06:18 – 01:35:12:13 Speaker 2 And you can see the valuation going up as your numbers get bigger. That’s cool. And then the 01:35:12:13 – 01:35:25:21 Speaker 2 third part about it is the research company that John has that we that we interview 500 new entrepreneurs every quarter to add to the depth of the, of the scorecard. 01:35:25:21 – 01:35:33:01 Speaker 2 And that that goes out to everybody. Anybody who buys the book gets access to to all that. 01:35:33:03 – 01:35:37:09 Speaker 1 the greater game, folks? That’s what Dan Sullivan and then John Bowen Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 34 01:35:37:11 – 01:35:38:16 Speaker 1 available. 01:35:38:18 – 01:35:39:13 Speaker 2 At Amazon. 01:35:39:13 – 01:35:40:13 Speaker 1 Endorsed by 01:35:40:13 – 01:35:49:11 Speaker 1 a friend of mine. You’re much better friends with him, Peter Diamandis and Michael Hyatt. And great stuff. So undoubtedly go check this out. 01:35:49:13 – 01:35:56:04 Speaker 1 I think so much of the work that you’ve done, you and Babs has been about creating freedom for for entrepreneurs. 01:35:56:08 – 01:36:00:03 Speaker 1 But a lot of entrepreneurs don’t feel free. They feel trapped. Yeah. 01:36:00:05 – 01:36:13:03 Speaker 1 If somebody is listening right now who feels totally trapped inside their business, either trapped by the overhead that they are having to provide for or trapped like they don’t have a way to like how they’re going to get out. 01:36:13:05 – 01:36:16:19 Speaker 1 What would you say? What would you share with that person if they’re feeling that way right now? 01:36:16:23 – 01:36:29:08 Speaker 2 First of all, that they have to treat themselves like addicts. And the first thing you treat yourself like an addict is to admit that you’re an act, you know, and I my name’s Dan, and I’m trapped. 01:36:29:08 – 01:36:35:06 Speaker 2 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 35 So our attitude towards it, if they’re if they’re reading the book, they’re probably an entrepreneur. 01:36:35:07 – 01:36:48:15 Speaker 2 And if they read the whole book, it’s because they’re an interest at entrepreneur. But that’s stage one. And they’ve done this. They have a rugged individualism that doesn’t allow them to free themselves up. 01:36:48:15 – 01:37:10:17 Speaker 2 They’ve hit the ceiling and they they’re just not going to go any further. And then they get into some real addictions, you know, they’re frustrated or they, you know, they start buying multiple businesses, which traps them even more because they’re going to meetings a lot and they’re meeting too many lawyers and the whole thing. 01:37:10:18 – 01:37:34:15 Speaker 2 So the big thing is that we consider strategic coach stage two of their career. They’re going to be in a room where everybody in the room is going to be supporting their growth, is going to be a plotting. Their growth totally comprehends how they get into trouble. Totally tell their stories of how they got out of trouble. But the big thing is they have to get nowhere. 01:37:34:15 – 01:37:57:08 Speaker 2 Their unique ability is, and then start eliminating all the activity that they’re doing that isn’t their unique ability. And it’s done quarter by quarter. You know, it’s it’s but they they have to have a big time frame. I recommend 25 years that you your vision that you’re operating in is 25 years. Tell you a little story. 01:37:57:08 – 01:38:18:12 Speaker 2 so when I was coaching it, I don’t coach the first stage of the program anymore. But I said, just take your biggest income year and multiply by ten. And the guy I saw, this person, he just jerked and he says ten times, he says, I can’t do ten times in three years. And I said, I didn’t say anything about the time. 01:38:18:12 – 01:38:41:05 Speaker 2 I just said ten times. I said, I’ll give you 25 years. And he says, 25 years. I don’t need 25 years to go dentist. I said, really, how many years do you need? And he says, 15. I could do it in 15 years. I said. Isn’t that great? You go ten times in 15 years and you get ten years change because we talked about 25. 01:38:41:06 – 01:38:58:19 Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 36 Speaker 2 What would you do with it next ten years? And he says, I’d do it again. Wait a minute. I says, you’re having trouble with ten times. So now you’re talking 100 times. 100 times. I don’t I don’t go crazy because of their goals. They go crazy because of their deadlines. 01:38:59:00 – 01:39:21:22 Speaker 1 Oh my goodness. Hallelujah. That is AJ. AJ knows I hate deadlines. I’m just like I mean we got to have deadlines for things. But I go just set the goal and just start working towards it. Like we’ll get we’ll get there like there’s no pressure of we have no artificial deadline other than what we impose on ourself. That’s really great, I love that. 01:39:21:23 – 01:39:23:20 Speaker 2 So listen to your own podcast. 01:39:23:21 – 01:39:24:06 Speaker 1 What? 01:39:24:09 – 01:39:29:07 Speaker 2 Me? What? You just said. You should play it over before you go to bed. It. 01:39:29:09 – 01:39:30:01 Speaker 1 Yeah, 01:39:30:01 – 01:39:30:20 Speaker 1 what an honor 01:39:30:20 – 01:39:37:20 Speaker 1 to meet you. And you, what you have built is really incredible. And you have made such a huge impact in the world. 01:39:37:20 – 01:39:42:16 Speaker 1 And I think that that impact gets multiplied because of your coaching and entrepreneurs. 01:39:42:17 – 01:39:44:08 Speaker 2 And because of your podcast. Brand Builders Wealthy and Well Known Podcast July Guest Dan Sullivan Transcript 37 01:39:44:09 – 01:39:45:05 Speaker 1 Well, yeah. I mean, 01:39:45:05 – 01:40:01:16 Speaker 1 you’re going to reach so many people from this podcast alone. So thanks for what you do. And thanks for modeling the exponential thinking and freedom and service. And, you know, not ever doing the R word. So I’m so grateful that that gave me a chance to meet you. 01:40:01:16 – 01:40:03:18 Speaker 1 And I wish you all all the best. 01:40:03:19 – 01:40:04:15 Speaker 2 Thank 01:40:04:17 – 01:40:05:23 Speaker 3 we appreciate you being here. 01:40:05:23 – 01:40:12:06 Speaker 3 That wraps up this edition of the wealthy and well-known podcast. Until next time, go serve the person you once were.