Matt Gray - What Separates 7-Figure Founders From the Rest

Episode 105 · Mar 20, 2026 · 1h 01m

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About this episode

Are you a creator stuck on a content hamster wheel, or a founder struggling to scale? In this episode, Matt Gray (Founder OS) reveals the exact systems he used to build a 40M+ audience and engineer businesses that generate $5M+ a year—without spending a dime on ads. In this video, we dive deep into: The $15,000/Hour Rule: How to audit your time and eliminate "low-value" tasks. The Content Waterfall: The system to turn one pillar video into 24+ pieces of high-performing content. Hiring "Entrepreneurs": Why you don't need employees; you need a team of "absolute weapons." Profit vs. Views: Why 100k views for the right audience is worth more than 10M viral views. The Personal Board Meeting: Matt’s monthly ritual for staying an "Architect" of his life. #KassidyWarren https://www.instagram.com/kassidy.warren https://www.linkedin.com/in/kassidywarren #MattGray https://www.youtube.com/@realmattgray https://www.instagram.com/matthgray/ Watch #ForYourOwnGood on YouTube: https://www.youtube.com/@KassidyWarren

Key moments

0:04:11 “the content waterfall system is a powerful system that we've created at Founder OS that essentially...”
0:07:36 “you just said that you don't do anything if you're not going to be able to...”
0:10:08 “if you were just closing on that offer that the profit is $2,000 every time you...”
0:17:42 “Is like building a high margin, cash flowing, profitable, beautiful business that you control 97% of...”
0:22:51 “40,000 views uh made over $50,000 in 30 days.”
0:27:55 “What are some of the biggest challenges”
0:38:00 “Having four hours of uninterrupted time where I can work on the things that only I...”
0:43:07 “the next thing is it's always been important to me to live like this, right?”

Read the full transcript

Auto-generated from the episode captions; may contain small errors.

0:00:00What's different about your approach

0:00:02than other people's approach to building

0:00:03a business?

0:00:03>> I kind of came up with a criteria. You

0:00:05know, if I build a business, it must be

0:00:06able to get to $5 million a year. It

0:00:08must I must own 97% plus of it. I must

0:00:11love the customer, love the product. I

0:00:13must be able to build it in three months

0:00:14or less. Um, it must feel like play and

0:00:16so on. And one thing I started to think

0:00:18to myself is what if I could engineer

0:00:20businesses that every year I was having

0:00:22an exit instead of the exit coming at

0:00:24the end of seven years. I come to learn

0:00:26whether it was from some of my

0:00:27experiences, experiences of family

0:00:29members or friends that equity is kind

0:00:32of a lottery ticket. You know, a lot of

0:00:34people own equity. The amount of times

0:00:36that that actually comes to fruition,

0:00:38you know, I know you hear the stories,

0:00:39but there's a lot of dead bodies, too,

0:00:41along the way. And so, uh, you know, how

0:00:43I see it is like, I'm done with lottery

0:00:45tickets, and what if I could just be

0:00:47abundant, really engineer this thing

0:00:49right out the gate to just build a

0:00:50beautiful cash flowing company. And so

0:00:52how did you build companies that you

0:00:55could technically exit in a year?

0:00:57>> Just to clarify, I'm saying that you can

0:00:59exit every year and make a meaningful

0:01:01amount.

0:01:01>> Yeah, that Yeah, that's what I mean.

0:01:02Yeah. So like essentially what you're

0:01:04saying is like have a focus and all

0:01:06those principles that you just listed,

0:01:08but how did you actually go about and do

0:01:10that? because it makes sense on the

0:01:12surface, but even what you said that one

0:01:14of the things the points that you drive

0:01:15home to your founders inside founder o

0:01:17inside of founder OS is build a cash

0:01:19flowing profitable business and that

0:01:22shouldn't that you know logically that

0:01:23shouldn't be something that you have to

0:01:24hammer home to business owners right

0:01:26build a cash flowing business that that

0:01:28you enjoy. A lot of people have like

0:01:29good economics on their product, but

0:01:31they have no eyeballs, no traffic. And

0:01:33so the next question is like, okay, can

0:01:36you grow your business organically? Do

0:01:38you need to rely on paid ads? Right? And

0:01:40over my career, you know, I've built

0:01:42audiences 14 million plus around my

0:01:45businesses, 3 million plus around my

0:01:47personal brand, all organic content, not

0:01:49spending a dime on ads. And so if you

0:01:52can go and build up that level of

0:01:54organic eyeballs, you know, you don't

0:01:55need to rely on some ad agency then, you

0:01:58know, playing the Facebook game all the

0:02:00time. And not to say you can't do that,

0:02:02right? You can do that, too. But at

0:02:04least you know you've got a bunch of

0:02:06these folks coming to you, knocking on

0:02:08your door, persuaded from your organic

0:02:10content, high trust, coming on calls,

0:02:11being curious, not skeptical, and ready

0:02:13to work with you, and thereby being able

0:02:15to build a much higher margin business.

0:02:17What do you see your role as a founder

0:02:20at the revenue goals, the revenue

0:02:22targets? Like if if a solarreneur is sub

0:02:251 million, then you're then you're

0:02:26moving into one to three, you're

0:02:28starting to build a team, 3 to 5, 3 to

0:02:3010, you're really starting to become a

0:02:32leader. At each of those levels and

0:02:36beyond, is the new role of a founder

0:02:38just to be like a content marketer?

0:02:41>> We can break down a few stages, then I

0:02:43can answer the question directly. It's

0:02:44like, you know, when you're starting

0:02:45out, Yeah. But like you got to be a bit

0:02:47of that chief everything officer, right?

0:02:49You're creating the content, you're

0:02:50likely posting it, you're just trying to

0:02:51get the thing off the ground, right?

0:02:53Going from $0 to maybe like 30k profit

0:02:55per month. Stage two then from that is

0:02:57like you're making some profit, right?

0:02:59You're either a writing first creator

0:03:01where you're more comfortable on

0:03:02platforms like X LinkedIn with a

0:03:03newsletter or you're more video first

0:03:05creator where you're doing YouTube,

0:03:06maybe Instagram and pushing people to a

0:03:08newsletter that way. So, your first

0:03:10hire, depending on what route you go, is

0:03:12probably going to be either a video

0:03:13editor if you're going the video first

0:03:15route or a social writer if you're going

0:03:17the writing first route. And then the

0:03:19next hire is probably a social manager

0:03:20to help you with all this posting,

0:03:22right? So, you're beginning to set up

0:03:24like stage one at that point of like a

0:03:27media company and moving from a creator,

0:03:30which I see as a bit of a trap, right?

0:03:32Because you end up on a content hamster

0:03:33wheel if you're not careful there. And

0:03:35keep in mind, creators, they typically

0:03:37run businesses that are just chasing

0:03:38views to go and drive money from ads,

0:03:40which is not what founders are generally

0:03:41looking to do, where they're looking to

0:03:43build businesses that drive to traffic

0:03:46to a business, right? So, in there,

0:03:48you've got your systems being set up,

0:03:50your team being set up, the content

0:03:52starting to be uh distributed by your

0:03:54team. um you have people actually kind

0:03:57of helping you package this content,

0:03:58even create a lot of it so that you can

0:04:00be more the talent behind the you know

0:04:03camera or the person kind of ideulating

0:04:05this stuff but have people kind of

0:04:07carrying out the vision and then as you

0:04:09continue to scale getting beyond like

0:04:11100k at this point you're now kind of

0:04:13really becoming this CEO of a personal

0:04:16media company and the goal there um is

0:04:19to make sure that you have like the

0:04:21right people in the right seats. I think

0:04:23we live in an exciting time now with

0:04:24tools like Claude Code and OpenClaw. You

0:04:27can really start making things

0:04:28incredibly efficiently. The main goal

0:04:30there is to make sure that you're

0:04:32leveraging a content waterfall system.

0:04:34Um, which essentially you want to go and

0:04:37think about what is my pillar piece of

0:04:39content, right? And so the content

0:04:41waterfall system is a powerful system

0:04:44that we've created at Founder OS that

0:04:46essentially allows people to take one

0:04:48pillar piece of content and turn it into

0:04:5024 other pieces of content. And so let's

0:04:53just say we have a long form YouTube

0:04:54video. We're able to take that YouTube

0:04:56video and essentially go and cut that up

0:04:58into say six Instagram reels that are

0:05:01optimized based on the best moments from

0:05:03that video. Six YouTube shorts, six Tik

0:05:06Tok videos, as well as like say six uh X

0:05:09videos as well. Right from there, you

0:05:11can take it take some of the core

0:05:12pillars you went through and turn those

0:05:14into three or four newsletters as well

0:05:15that you release over the next couple

0:05:17months. In addition, the actual YouTube

0:05:19video will also be uploaded to Spotify,

0:05:21to Apple podcast, and then you can also

0:05:23turn some of those best moments into

0:05:25things like, you know, long- form

0:05:26LinkedIn posts, could also become a

0:05:28Substack article. And so, you're getting

0:05:30a lot of legs out of that creative

0:05:31energy you put into something because I

0:05:34think what founders don't realize,

0:05:35right, is as you're building a business,

0:05:36you get what you tolerate. And one thing

0:05:38I've had to learn is like, you know,

0:05:40this idea of kind of adopting an

0:05:42ambitious hourly rate. So, my hourly

0:05:44rate is $15,000 an hour. And anything

0:05:46below that, I'm going to be really

0:05:47careful about just taking that on. And

0:05:50so, the content waterfall system allows

0:05:52you to then you're filming maybe for a

0:05:54couple days, but then know that you're

0:05:55filling up that content calendar,

0:05:57filling up your trust online and the

0:05:59distribution, right, without it

0:06:01requiring more and more and more of you.

0:06:04So, that's kind of like an example of a

0:06:06system that you're really mastering at

0:06:08that stage. as you move into like a

0:06:10million dollars plus a month. This is

0:06:12where you probably have key channel

0:06:14owners for each area. So, I think

0:06:16there's some innovative ways you can

0:06:17start doing this, too. One thing that we

0:06:19do, Yan, who's a designer on my team,

0:06:21actually runs our Instagram. So, we have

0:06:24this like aesthetic professional who's

0:06:26making sure that everything's clean,

0:06:27it's beautiful from the stories to the

0:06:29reals to the carousels, all of it. Both

0:06:31designing it and making sure the feed

0:06:33and everything looks dialed. Another

0:06:35example is on our video side, right?

0:06:38like we've got specialists in all the

0:06:40different areas. You know, we have an

0:06:41editor over here, memo, who's running

0:06:43the whole second channel for us, right?

0:06:45So, the way I see it is that as you

0:06:48start to push beyond a million a month,

0:06:50I think the one key word um that every

0:06:53founder needs to be thinking about right

0:06:54in this moment is you need to raise an

0:06:56army of entrepreneurs in your company,

0:06:59right? It's no longer okay if someone's

0:07:01just got a job in your company, right?

0:07:03with how fast things are moving. I also

0:07:05wouldn't feel safe as someone working in

0:07:08a company if I was just doing a job

0:07:10because you're going to get replaced in

0:07:11the next year. And so, it's really about

0:07:13having this team of entrepreneurs that

0:07:16underneath your business are building a

0:07:18business within it and owning a business

0:07:20unit, owning a revenue, a cost line, and

0:07:23a profit number every year. And that's

0:07:25what you start to raise and kind of

0:07:27cultivate, I think, at that million plus

0:07:29a month level. It kind of happens all

0:07:30the way through, but it becomes that

0:07:32much more poignant at that level when

0:07:34you know you've got more overhead,

0:07:36you've maybe got a few more people on

0:07:37your team. Um, and you know, you're

0:07:40raising this team of absolute weapons to

0:07:43then make a dent and try to get to 2030

0:07:45million a year potentially depending on

0:07:46how you're looking to build a business.

0:07:49Lots there. Thank you. So, I want to ask

0:07:52about before I get into the

0:07:53entrepreneurs, I want to ask about

0:07:55$15,000 an hour uh hourly rate. So, you

0:07:59just said that you don't do anything if

0:08:02you're not going to be able to charge

0:08:03$15,000 an hour or make $15,000 an hour.

0:08:07How did you decide on that number? And

0:08:09is that something that you're actively

0:08:11working through as you're making

0:08:12decisions every single day? Yes. So,

0:08:14people have asked, you know, what's the

0:08:15best book you've ever read? Right. And I

0:08:16think it's one of the hard questions,

0:08:17but if I was to name one, I think it's

0:08:19the almanac of Naval Ravocant, right?

0:08:21And in that book, Naval talks about this

0:08:24idea of setting an ambitious hourly rate

0:08:26for yourself. Um, and I remember after

0:08:28reading that book, maybe it was like

0:08:29seven years ago, um, I decided on the

0:08:32rate of $5,000 an hour, right? And what

0:08:35it instantly caused me to do, um, is to

0:08:37think about, you know, what are the

0:08:39tasks that I have on my plate, right?

0:08:41And do a bit of a time audit, right? So,

0:08:43first things first, going and auditing

0:08:46what are all the things that I've

0:08:47currently been working through on my

0:08:48to-do list in my Apple Notes over the

0:08:50last, say, month or two. Add those all

0:08:52to a Google sheet in column one, right?

0:08:54Which is just tasks. Similarly, go and

0:08:56look at my calendar. Look at all the

0:08:58that's been on there, all the

0:08:59different meetings and stuff, and add

0:09:01that to the list as well. Then, when

0:09:03you've kind of got it all populated, for

0:09:04me, that ends up being like maybe 120,

0:09:07180 things, then going to the next

0:09:09columns, which are automate, eliminate,

0:09:11delegate, right? And starting to mark

0:09:13down, okay, what stuff on the list can I

0:09:15automate, eliminate, delegate? And also

0:09:17doing a bit of an energy score for each

0:09:19one, right? Does it drain your energy?

0:09:21Is it neutral? Or does it give you

0:09:23energy? Right? and starting to get a bit

0:09:24of a picture of what's on your plate now

0:09:26and trying to see if you can basically

0:09:29delegate, you know, an enormous amount

0:09:31of it. Most importantly, eliminate the

0:09:32that you don't even need to be

0:09:34doing. And then again, in this day and

0:09:35age with cloud code, openclaw, so many

0:09:38AI tools that can take this off

0:09:39your plate, seeing just what you can

0:09:40automate and remove. This idea of just

0:09:42trying to get yourself to less but

0:09:45better. Um, and so in terms of how I got

0:09:48to that $5,000 ambitious rate, well, I

0:09:50think it's just honestly you kind of

0:09:52lick your finger to the wind a bit

0:09:53initially, right? And just go, okay,

0:09:55roughly like, you know, what is my offer

0:09:57right now as an example, right? Maybe

0:09:59you're selling something that's worth

0:10:00$5,000. Cool. If what's the profit on

0:10:03that? Okay, maybe it's 70%. So it's

0:10:06roughly say you make $2,000 profit back

0:10:08a napkin. Okay, if you're closing for

0:10:11that, how much money would you make?

0:10:13Right? Oh, okay. Well, I would close at

0:10:16say a 50% close rate. Okay, so if you

0:10:18were just closing on that offer that the

0:10:20profit is $2,000 every time you close

0:10:22it, you would make $1,000. Again,

0:10:24simplifying this, keeping it simple.

0:10:26Okay, so let's just make it ambitious,

0:10:28though. So, instead of a th00and, let's

0:10:29make it 5,000. It just makes it more

0:10:32visceral, right? And more of a razor to

0:10:34be more discerning in terms of if

0:10:36something doesn't sound like 5,000, no,

0:10:38right? And this exercise isn't perfect.

0:10:41you know, you're not always going to be,

0:10:43you know, right on the mark, right?

0:10:45You're still going to cave and I still

0:10:46cave and do a thing that's I'm not

0:10:48supposed to be doing, right? But the

0:10:50point is that it starts to kind of

0:10:52upgrade and as I was saying, you get

0:10:53what you tolerate as a founder, right?

0:10:55And if you start tolerating a level

0:10:57where you know this is what my time is

0:10:59worth, right? Your energy, your

0:11:01leadership level, the way and things you

0:11:03spend your time on gradually kind of

0:11:05rise to that as well.

0:11:06>> That's right. People raise the level of

0:11:07the standard that you set as a leader,

0:11:09as a founder.

0:11:10>> Yeah. The other thing that I've seen and

0:11:11and give me your opinion on this as as

0:11:15founders rise through the ranks,

0:11:18how difficult is it for them to release

0:11:21the things that they need to eliminate

0:11:23or delegate?

0:11:24>> Yeah. So, everyone's have their own

0:11:26rhythm. I can tell you what works for

0:11:27me. So, yeah, I do these kind of time

0:11:28audits every quarter. Um, so every

0:11:31single quarter sitting down and doing

0:11:32that exercise I just described, right?

0:11:34Looking at the tasks I have on my list,

0:11:35my calendar, automate, eliminate,

0:11:37delegate, who on my team should do that,

0:11:38do I need to hire anyone? and then

0:11:40moving along. Right? The other thing I

0:11:42do is every single month I do what's

0:11:44called a personal board meeting. Okay?

0:11:45Which essentially my belief has been

0:11:47that you know public companies have

0:11:49board meetings where they need to report

0:11:51to investors to stay accountable. You

0:11:52know you need a board meeting e even as

0:11:54like a just cash flowing profitable

0:11:56entrepreneur with no investors right. Um

0:11:59so you know I've been building

0:12:00businesses the last decade basically

0:12:02just by myself right no co-founders. And

0:12:04so the big thing is like it allows me to

0:12:07basically go and lay out what are the

0:12:09personal goals for the next 30 days,

0:12:11what are the business goals for the next

0:12:1230 days, what does my org chart look

0:12:14like, what does it need to look like. Um

0:12:17I have things like my 10 year, threeear,

0:12:18one-year vision in there, and then what

0:12:20I need to do over the next 90 days and

0:12:22that month to achieve it. And then I

0:12:24have, you know, basically as well at the

0:12:27end of it, I'll have an hour reflection

0:12:30time at the end of each month to think

0:12:31about, you know, what did I learn? you

0:12:33know what went well and what didn't go

0:12:35well and it's a concept I've learned

0:12:37from uh Ray Deio who talks about like

0:12:39pain plus reflection equals progress and

0:12:42so it gives me a chance just to even

0:12:44list just three four things in each

0:12:46category you know I just completed this

0:12:47for February you know the things that

0:12:49went well I was proud of like where the

0:12:51business got to proud of the tenacity on

0:12:52the team and the entrepreneurs were

0:12:54raising what didn't go well um I think

0:12:57um you know something I you know sugar

0:12:59gets me sometimes you know so a little

0:13:00bit of sugar here and there it's like

0:13:02got to be got to be careful man, got to

0:13:03be careful. Um, and then what did I

0:13:05learn? You know, some good books and uh

0:13:06learning a lot of the cloud code and

0:13:08openclaw stuff. So, it allows you just

0:13:10to step back and then know like what's

0:13:11the 8020 then of the next month that you

0:13:13got to do. And in those board meetings

0:13:16too, I'll spot things um that you know

0:13:19maybe are really draining my energy like

0:13:20oh my god, I'm getting sucked into too

0:13:22many meetings, right? So, it allows you

0:13:25to kind of move from an engine mindset

0:13:28where you're just the force behind

0:13:30everything and feeling like if you don't

0:13:31do it, it won't get done to moving your

0:13:34mindset and your identity to being more

0:13:36of an architect where you've you're

0:13:38designing these systems. You're almost

0:13:40designing like a fantasy roster in terms

0:13:43of your team and you're really kind of

0:13:45focused on, you know, looking down at

0:13:47the machine and making sure it's working

0:13:49right, the right people are in the right

0:13:51roles. Um, and everything's

0:13:52interconnected all the way from how

0:13:54people are hearing about you across

0:13:55social media to how you're capturing

0:13:57those folks in email lists or text

0:13:59messages to how you're converting them

0:14:01on sales calls and delivering an amazing

0:14:03product and then all the way through to

0:14:04how you're maybe renewing or upselling

0:14:06or expanding that revenue.

0:14:07>> You mentioned entrepreneurs. What is

0:14:09your approach on finding and hiring and

0:14:11retaining the the top talent?

0:14:14>> First things first is like referrals,

0:14:16right? Like similar fish swim together,

0:14:18right? So A players hang with other A

0:14:20players. You know, there's that saying,

0:14:21B players hire C players, etc., right?

0:14:23So, first things first is hitting up my

0:14:26network. You know, I have people in

0:14:27different areas that like I'll just text

0:14:29with the role and say, "Hey, we're

0:14:30hiring." And they do it same thing if

0:14:32they're looking for anyone. And

0:14:34essentially, I'm just pinging my network

0:14:35to see if any of them know anyone else,

0:14:38right? Uh the next thing is like

0:14:40obviously across my personal brand

0:14:42that's now around say 3 million, right?

0:14:44I can put these out there and gradually

0:14:46bubble up people from my audience. And

0:14:48from there, we appro essentially

0:14:49approach hiring A players almost like a

0:14:51hiring funnel, right? People go, they

0:14:54arrive on a page that tells them what

0:14:55we're all about. It's got a video there.

0:14:57It shows the open roles. They can put in

0:14:59their information. They then also film a

0:15:02Loom video on what they've done

0:15:04exceptional over the last 5 years. And

0:15:07so I'm able to see these Loom videos

0:15:08from folks and see like is what they're

0:15:10saying exceptional actually exceptional?

0:15:12Is a question I'd learned from a recent

0:15:14podcast I had watched from Elon Musk and

0:15:16Patrick Collison. And so, yeah, we're

0:15:18really trying to understand like what

0:15:20have these people done, right? Great

0:15:22people in their spare time are building

0:15:24right? They're shipping

0:15:26They've got weird hobbies. They're

0:15:27curious as Um, and they are they

0:15:30have high agency. And so that's what

0:15:32we're looking for are like high agency

0:15:34people with extreme ownership that have

0:15:36tenacity, hunger, um, and all the while

0:15:40like are great communicators and not

0:15:42just verbally um, but like really good

0:15:44at written communication which I think

0:15:46is really important because we have a

0:15:47remote team. Everyone's all over the

0:15:49world and we want people that are like

0:15:50really dialed and organized.

0:15:51>> Are you testing or what kind of tests

0:15:53are you giving them or test projects,

0:15:55writing,

0:15:56>> test projects? We do an IQ test as well

0:15:58to make sure that you know that's solid.

0:16:00Um, and uh, yeah, and then depending on

0:16:02the role, we may even have follow-up

0:16:04projects um, and even put them on a 30

0:16:07or 60-day test um, to just like make

0:16:09sure essentially it's really dialed in.

0:16:11I think we want that hiring process to

0:16:14uh, be solid. We want it to be swift uh,

0:16:16so that the right people see like right

0:16:18out the get-go how organized and swift

0:16:20our processes are. Um, we also want

0:16:23people to prove themselves and we want

0:16:24the burden of proof to be on the hire to

0:16:26show like why you. Um, and then from

0:16:29there, we want the onboarding to be so

0:16:32intense that it kind of sets the tone

0:16:34right out the gate. So, I like to think

0:16:35of like the first 30 days as a bit of

0:16:37like drinking from a fire hose. Um, and

0:16:40really making sure that everyone

0:16:41understands our systems, they understand

0:16:43how the whole business functions before

0:16:45we even hire them. There's a clear 30

0:16:476090 as to what success looks like and

0:16:49they're graded at 30 60 90. And so,

0:16:51we're essentially just keeping a tight

0:16:53eye on things, ensuring that the pace is

0:16:56fast. Um, one of our big things is that

0:16:58like we are shipping regularly. I think

0:17:00inside of Found OS, if you're not

0:17:01shipping every day, you're probably

0:17:02doing something wrong. Um, and so, yeah,

0:17:04we want to make sure that that velocity

0:17:06is keeping up. Uh, most companies as

0:17:08they grow kind of grow and then revert

0:17:10to the mean and get kind of mediocre. We

0:17:12want to make sure if we're adding

0:17:13anyone, you know, things are ripping or

0:17:15we'll just automate the role. There's no

0:17:17sense hiring.

0:17:17>> Are you measuring the velocity of your

0:17:19team?

0:17:20>> Uh, not on like a velocity is just like

0:17:23cash flow.

0:17:24>> Okay. All right. All right. So, you're

0:17:25looking at cash flow as a metric and

0:17:26then you're comparing it against your

0:17:28hires or year-over-year cash flow growth

0:17:30in that month. So, it attract, you know,

0:17:32if seasonality or different things are

0:17:34all factored in and you can see, okay,

0:17:36how was this January versus last

0:17:38January, February over February on a

0:17:40profit basis and just trying to see,

0:17:42okay, well, if we're working on the

0:17:43right stuff, we got the right people in

0:17:44the right seats as a company, we should

0:17:47be growing that main metric, which is

0:17:49like to me the northstar metric of a

0:17:50business that I'm building. And I think

0:17:52that's also what I encourage a lot of

0:17:53founders to be thinking about, right? Is

0:17:54like building a high margin, cash

0:17:56flowing, profitable, beautiful business

0:17:58that you control 97% of or more. Um, and

0:18:03that you're able to make the moves. I

0:18:05always had this belief, um, you know,

0:18:06when I was younger, you know, Bitmaker

0:18:08days, you know, you're looking at

0:18:09Techrunch, you're looking at Zuck,

0:18:11you're looking at Spiegel, you're, oh my

0:18:13lord, like, you know, I got to raise

0:18:15some money and I got to have these big

0:18:16exits. And that was kind of very

0:18:18glorified. I think times are changing

0:18:20now. I've heard from, you know,

0:18:22creators, founders that have million

0:18:24followers or what and they're they're

0:18:25not really making any money off of that.

0:18:27And I'm I'm curious to know what your

0:18:28experience is in how to most effectively

0:18:32monetize your audience so that it

0:18:35supports the business long term. And

0:18:37it's not even just like a cash grab,

0:18:38too.

0:18:39>> Yeah. I think like, you know, Patty

0:18:40Galloway has made this like framework

0:18:42pretty famous, right? This idea of like

0:18:43core, casual, and new viewers, right?

0:18:45And typically, if you want a video to

0:18:48really like hit the jackpot on YouTube

0:18:51and generate not just views, but like an

0:18:52amazing like core audience, like it's

0:18:54you're trying to hit all of those at

0:18:56once. And I think what happens too often

0:18:59is um all these platforms are causing

0:19:02founders to kind of become addicted to

0:19:04numbers that don't matter. Engagement,

0:19:06likes, comments, this means

0:19:08nothing, right? What you care about is

0:19:10profit per piece of content, right? Or

0:19:13cash flows, right? that you're

0:19:14generating from this organic content.

0:19:16So, how do you go and drive profit per

0:19:19content, right? Well, the number one

0:19:21thing there is really looking at first

0:19:23off like who is your core customer,

0:19:26right? And then going and really looking

0:19:29at the data and ideally surveying these

0:19:31people, right? And understanding what

0:19:33are their main goals, what are their

0:19:35biggest challenges, what's keeping them

0:19:37up at night, and if they were to get

0:19:38your help with anything, what would they

0:19:40most want your help with, right? Because

0:19:42again, similar fish swim together. And

0:19:45so if you can attract more people like

0:19:47your highest paying customers, you win

0:19:49and your profit per content goes up. And

0:19:51so from there, it's then taking those

0:19:54survey results and whether it's using

0:19:55your own noggin or going and using

0:19:57chatubt, you know, claude, whatever to

0:20:00kind of start brainstorming ideas. you

0:20:02can take those survey results and start

0:20:04to come up with really solid ideas and

0:20:06then mix that with some outlier research

0:20:08using a platform like one of 10.com to

0:20:10go and look at, you know, different

0:20:12outliers that have likely happened over

0:20:13the last 3 months, have gotten over

0:20:15100,000 views on channels maybe in and

0:20:17around your size. And so now we're using

0:20:20a little bit of the YouTube algo game

0:20:22plus like the research that we've gotten

0:20:24from these customers and then kind of

0:20:26mashing those two things to then create

0:20:29banger content on YouTube that again is

0:20:31driving profit per piece of content. And

0:20:34so in my company and what we set up with

0:20:36founders and help them install is

0:20:38essentially every piece of content below

0:20:40it, you'll see on my YouTube that

0:20:42essentially we typically have a video

0:20:44that goes and below it has a core free

0:20:46resource or system that we give them and

0:20:49we also give them a link if they want to

0:20:51join Founder OS. Okay. And so those

0:20:54links are all uniquely identifiable

0:20:56links so we can track folks from when

0:20:58they go and download that thing all the

0:21:01way through to when they purchase. And

0:21:03we can then go and look at our content

0:21:04say over 90 days and look at what was

0:21:06the 30-day cash collected from it, the

0:21:0890-day cash collected from it because we

0:21:11have that data infrastructure set up

0:21:12behind it. Without the infrastructure,

0:21:15you're literally flying blind on these

0:21:16platforms. And I think the difference

0:21:18between a creator and a founder is

0:21:20creators are just creating content again

0:21:22just to kind of get it out there,

0:21:24typically chasing views and typically

0:21:26making money off of ads. Again, there's

0:21:28exceptions to the rule. Founders though

0:21:30have a business on the back of this,

0:21:32right? And thereby you're using those

0:21:34views, those eyeballs to drive some core

0:21:36thing. So not all views are the same.

0:21:39For creators, all views are the same,

0:21:41right? They make their CPM from YouTube

0:21:44and that's their vibe, right? Whereas

0:21:46founders need to make sure they're

0:21:47driving the right eyeballs to the right

0:21:49thing. Um or else they die, right? And

0:21:52so that's the approach that I would take

0:21:55with it. Um and I think that you can

0:21:57have your cake and eat it too. Meaning,

0:21:59I think that you can go and I know you

0:22:01can go cuz I've done it and I've helped

0:22:02others with it. It's like you can go and

0:22:04you can have content that goes and

0:22:07drives you cash flow while also like it

0:22:10performing well, but it typically will

0:22:11not perform as well as if you just went

0:22:14for viral content. And just to explain

0:22:16the science of that really quick is say

0:22:18I'm going and I'm targeting business

0:22:20owners that are doing over $3 million a

0:22:22year. Well, just by nature, that's like

0:22:250.5% of the population. So, if I'm

0:22:28making a video that's really true to

0:22:29that audience and their struggles,

0:22:31fears, dreams, pain points, whatever,

0:22:34it's naturally like just not going to

0:22:35have as big of a pool of people. So, I

0:22:37can kind of still add a little bit of

0:22:38juice to it and kind of broaden that out

0:22:41across core, casual, new, but I don't

0:22:43want to water it down so much that

0:22:44someone like me and you wouldn't even

0:22:45click on it. Right? So, that video if it

0:22:48gets 100,000 views, that is amazing for

0:22:51that specific market, right? If I wanted

0:22:54to go get 10 million views right now, I

0:22:55would just go make a beginner video

0:22:57around a given subject that has a really

0:23:00wide total addressable market, but I

0:23:02know those views are going to be

0:23:03literally worth nothing.

0:23:04>> Yeah. And you actually can track that

0:23:06and see that.

0:23:07>> Yeah. And we see it all the time because

0:23:08sometimes we'll make a video that is

0:23:10meant to be maybe more of a growth video

0:23:11for our channel on YouTube as an example

0:23:13that just to drive more eyeballs of

0:23:15entrepreneurs generally. Um, an example

0:23:18is it's the second most popular video on

0:23:19our channel called success is hard until

0:23:21you build systems like this. But when we

0:23:22look at the back end, that video over 30

0:23:25days, I think made less than $1,000. Um

0:23:28whereas there's videos on our page like

0:23:31copy this system, it'll blow up your

0:23:32business that was specific for business

0:23:34owners doing over a million dollars a

0:23:36year. Um 40,000 views uh made over

0:23:39$50,000 in 30 days. So it the the scale

0:23:42there is drastic.

0:23:43>> And so you mentioned that you have built

0:23:45a media company inside of Founders OS,

0:23:48right?

0:23:50What is a media company inside of

0:23:52another company?

0:23:53>> I kind of see it like Founder OS in a

0:23:55sense is a media company. Um I think

0:23:57we're like a content first company. Um

0:24:00and I think a media company at the end

0:24:03of the day is when a company realizes

0:24:05that um you know they really need to

0:24:07control their messaging. They need to

0:24:09control their distribution. Um and they

0:24:11need to control their audience versus

0:24:13just relying on a platform. And so um it

0:24:16really starts with uh going and dialing

0:24:18in like well what is that messaging all

0:24:21about? I think one place that uh

0:24:24founders as well as brands should be

0:24:26thinking about is like what is your

0:24:27point of view right um what is it um

0:24:31what is your vision right what's your

0:24:32mission what do you believe like it you

0:24:35know is needs to happen over the next

0:24:37decade um and what are like the core

0:24:39enemies of the brand and then what is

0:24:41the your perspective on just like the

0:24:43world we exist in and why your brand

0:24:44exists and people should pay attention

0:24:47right and I think a lot of times people

0:24:49water that down um they don't make gets

0:24:51spiky enough and it kind of just feels

0:24:53like meh, right? Um, you know, I know my

0:24:56point of view is that, you know,

0:24:58entrepreneurs for years have been

0:24:59worshiping this kind of church of

0:25:00hustle. Um, and that more than ever, um,

0:25:03you know, founders are kind of rebelling

0:25:05against that, realizing that it's a croc

0:25:06of and that, um, you should be able

0:25:09to control your destiny. And that really

0:25:11when we look at like why we even started

0:25:12building businesses in the first place,

0:25:14it was for freedom, right? Freedom to

0:25:16control, you know, where you work, when

0:25:17you work, what you work on, and who you

0:25:19work with. Um, and it's that control,

0:25:21that optionality, um, and that enjoyment

0:25:24and play that we really got into it for.

0:25:26Um, and we've kind of been sold this lie

0:25:27over the last decade or so. Um, that's

0:25:29just about grinding and hustling and

0:25:31that everything will just be okay. But

0:25:33it hasn't been okay, right? And founders

0:25:35are more burnt out than ever. Mental

0:25:37health is like collapsing among so many

0:25:39founders and like something's got to

0:25:40give. And so to me in my own journey,

0:25:43I've been through that struggle and

0:25:45really learned that it's like systems um

0:25:48first and foremost that are the key to

0:25:49kind of getting out of that rhythm,

0:25:51right? Systems so that um you can set up

0:25:54different pieces of your company to run

0:25:55without you. You don't need to be the

0:25:56bottleneck and all this stuff. People

0:25:58have decision rights and can make

0:26:00decisions without needing you. Things

0:26:01are documented step by step, more

0:26:03plug-andplay. um and you're able to walk

0:26:05away from your business for 30 days and

0:26:07eventually come back to it after you've

0:26:09been in nature or whatever you like to

0:26:10do and it's stronger than when you left.

0:26:12And I think that's the future um that

0:26:14founders deserve to live in. Um but it

0:26:17takes a new approach to building

0:26:18companies um not the same old way that I

0:26:21think has not been working for a bit. So

0:26:23when it comes in a personal media

0:26:24company, I think first and foremost then

0:26:26it's having a core message you're

0:26:27looking to put out there, a few pillars

0:26:29that you want to be staples of your

0:26:31brand. um you know why maybe personal

0:26:33branding and helping people with content

0:26:35systems um and then just personal

0:26:37stories of my own experience and then

0:26:38I'm just getting those messages out

0:26:40there and those become almost like the

0:26:41drum beat of my content strategy and

0:26:43then in terms of the topics like I said

0:26:45it's a bit kind of feeding those content

0:26:47pillars but informing it for the most

0:26:50part based on the actual voice of my

0:26:52paying customers. So whether it's survey

0:26:56surveying them, whether it's using

0:26:58transcripts from fathom calls that

0:27:00you've recorded and then taking literal

0:27:02sentences that they've said and then

0:27:04using that for your content so you're

0:27:06speaking their language. Um it's kind of

0:27:09approaching this whole thing as like one

0:27:11part art, meaning infusing it with your

0:27:13taste, the beauty, the vibe that you

0:27:15want to be kind of conveying and that

0:27:17energy you want to have. And then 50%

0:27:19like the science behind creating content

0:27:21that converts, content that is

0:27:23memorable, content that people want to

0:27:25share with others, whether it's in

0:27:26WhatsApp, text or Slack.

0:27:28>> How do they make content that doesn't

0:27:30just feel like another ad or a

0:27:32corporate, you know, a corporate ad or

0:27:34corporate training video?

0:27:35>> First things first is like stories,

0:27:37stories, stories, right? And I'm not

0:27:40talking that founders need to or

0:27:42personal brand folks need to start going

0:27:44and building personal brands that just

0:27:46divulge everything, right? Uh, you know,

0:27:49you can still have a private life and

0:27:51have a personal brand. And so I think

0:27:54it's a matter of kind of doing some

0:27:55story mining. Um, you know, I'm writing

0:27:57a book right now. Um, I, you know, had

0:28:00gotten through the first, you know,

0:28:0150,000 words of this thing. And what I

0:28:04realized is like even me, like I've been

0:28:05doing this for some time. I've published

0:28:0736,000 pieces of content online, but I

0:28:09was really struggling um with a lot of

0:28:11the narrative, like infusing it with

0:28:12different stories, maybe a little bit of

0:28:14humor, um stories from my childhood,

0:28:16stories of the folks in Founder OS that

0:28:18we've helped, you know, the narrative

0:28:19and telling stories, like I get it, like

0:28:21it can be tricky, but I think it's one

0:28:22of those things that even if it doesn't

0:28:24come easy to you, it's worth mining for

0:28:26them, you know, and so how do you mine

0:28:28for them, right?

0:28:30You know, it's looking at just some of

0:28:31those like first off like base level

0:28:33stories that you should just have in

0:28:36your own life, right? The origin stories

0:28:38of how you started a business, why you

0:28:40started it, your values and a story

0:28:42around each one of your values, right?

0:28:44What are some of the biggest challenges

0:28:45you've been through? Any stories from

0:28:47your childhood that are memorable that

0:28:48have taught you different lessons you've

0:28:50taken later in your life, any things

0:28:51that you wish you knew five years ago,

0:28:53and how did you learn those things?

0:28:54Right? So starting to kind of mind for

0:28:56these and every single month making an

0:28:58effort to both mind for stories but also

0:29:01just pay attention to just the things

0:29:02that are going on in your regular life

0:29:04that have some sort of you know

0:29:06relevance now. You know, it could be

0:29:08something as insignificant as you were

0:29:10in a traffic jam and looking at yourself

0:29:11getting super frustrated with something

0:29:13and then that having some tie into how

0:29:15you think mindfulness is important even

0:29:17in the smallest moments, right? So, it

0:29:19doesn't need to be always these like

0:29:20profound crazy stories. Just even the

0:29:22most human experiences I think convey

0:29:25like powerful messages and just make you

0:29:27relatable. And I think in these, you

0:29:30know, day and age where, again, people

0:29:32follow people than they follow brands,

0:29:34it's more important than ever, you know,

0:29:36in this kind of trust recession we're in

0:29:38right now where most Americans don't

0:29:39even trust their neighbor. Um, that, you

0:29:41know, you're building a brand, you're

0:29:43putting your story out there, you're

0:29:44putting your face out there, and just

0:29:46showing up as best you can. I'll say too

0:29:48like in these journeys whether people

0:29:50are kind of experienced or maybe for

0:29:51people that are starting more it's

0:29:53totally natural to feel embarrassed feel

0:29:55scared feel you know really not that

0:29:59confident that you're even going to do

0:30:01well and probably just make a fool of

0:30:02yourself that's natural when you're

0:30:04doing anything new right and it's being

0:30:06okay with starting messy just shipping

0:30:08you know a post a day for 90 days not

0:30:10even really worrying about the quality

0:30:11of it just developing the muscle of

0:30:15shipping content and putting putting

0:30:17yourself out there. Um, inevitably

0:30:19you're going to get some comments.

0:30:20You're going to get people saying some

0:30:21things and it's going to feel really

0:30:22awkward and weird at first. Um, that's

0:30:25how it felt for me for sure and most

0:30:26people I speak with, but it's a really

0:30:28worthy journey. The same way, you know,

0:30:30learning how to build tech is hard or

0:30:32launching a product is hard or walking

0:30:34up to that person you're attracted to

0:30:36and saying hello is hard. But these

0:30:37things are all worth it.

0:30:39>> Can you describe what a founder that's

0:30:41stuck looks like and feels like? I think

0:30:45a founder that's stuck feels like

0:30:47they're alone. Um, typically kind of

0:30:51really in their head, heart's kind of

0:30:53shut down. Um, you know, feels like

0:30:56maybe the walls are caving in a bit,

0:30:58kind of constantly just distracted, you

0:31:00know, whether it's Slack messages,

0:31:02emails late at night, first thing in the

0:31:04morning, checking social media, um, and

0:31:06then, you know, feeling kind of in a

0:31:08constant state of like many emergencies.

0:31:11One minute it's not sure where your next

0:31:12lead's going to come from. Next minute

0:31:14it's a sponsorship that's closed down.

0:31:16Next minute it's someone quitting. And

0:31:18you constantly feel like you're going it

0:31:19alone. Um and there's a kind of an

0:31:21overall feeling of darkness. Um and a

0:31:24general feeling like uh you're starting

0:31:27to lose hope a little bit and definitely

0:31:28questioning like is this really all

0:31:31actually worth it? Um and so yeah, I

0:31:34think like in general one word would be

0:31:35just like lonely. Um because also along

0:31:38the way the founder I just described

0:31:41could be someone that's making 500k a

0:31:43month, right? So from the outside

0:31:45everything looks amazing. Um maybe half

0:31:47their friends are envious in some you

0:31:49know small way. Um people would

0:31:51definitely not guess that this person's

0:31:53actually silently struggling and all the

0:31:56while like they're really not doing

0:31:57well. And so I think it's like also

0:31:59sometimes that dichotomy of you know the

0:32:03combination of from the outside

0:32:04everything looks amazing and inside

0:32:05you're slowly dying that makes it all

0:32:07that much more difficult. And not to

0:32:09mention there's like the pressure just

0:32:11keeps building. You know you may have

0:32:12people that rely on you and there may be

0:32:15moments when things get really really

0:32:16tough that when you look at the room of

0:32:18people around you that you've hired and

0:32:20maybe have an overhead of 150 you know

0:32:22200k a month that they don't even

0:32:25understand the real crisis at hand.

0:32:27Right? Whatever that crisis may be,

0:32:29maybe it's that the market's shifting,

0:32:31maybe that it's, you know, agents are

0:32:33taking over. Maybe it's that a social

0:32:35platform shifted or something got shut

0:32:37down, right? And you feel like, oh

0:32:39you've got to burden that and you've got

0:32:41to buckle up. And so um yeah, I think

0:32:44it's that loneliness is like the main

0:32:46thing um that it feels like. How do

0:32:48founders even recognize that they're

0:32:50lonely or recognize that they're burned

0:32:51out or recognize that they're addicted

0:32:53to chaos? one of my breaking points like

0:32:57eight years ago. Um I had kind of been

0:32:59through a burnout cycle, gotten good,

0:33:01went through another one, um and um had

0:33:03a bit of like a mental breakdown um in a

0:33:07hotel room here in LA. Um and uh called

0:33:11up my dad, was crying, um didn't know

0:33:13what was going on. My brain just like

0:33:16felt like it was on fire. Um it had been

0:33:18like days and days, honestly, a year

0:33:20even or so of stress at that point. um

0:33:22and was really hitting like a an

0:33:24absolute wall. Like it just felt like

0:33:26like my brain was again on fire. Um and

0:33:29so um my dad ended up uh booking an

0:33:34appointment uh for me. It's one of the

0:33:35nicest things that anyone's ever done,

0:33:36probably the nicest. Um and it was with

0:33:39a Dr. Amen. I'm a doctor here. Um and uh

0:33:42he specializes in um brain health. and I

0:33:46went and had an MRI done. Um, and uh, it

0:33:49showed that I had like frontal lobe

0:33:51damage from four or five concussions

0:33:53playing hockey when I was younger. I

0:33:54hadn't really paid much attention to it.

0:33:56I knew I had gotten hit pretty hard. I

0:33:58didn't know the the real repercussion of

0:34:00it. And uh, I had also been using a

0:34:03bunch of substances too which weren't

0:34:04helping the matter as well. And so I

0:34:07proceeded to then kind of take some

0:34:08treatments and go through some stuff.

0:34:10Um, and it didn't seem to be working

0:34:12really. Um, I mean, I had kind of

0:34:15sobered up more, um, and I was, you

0:34:17know, being more healthy and all that,

0:34:18but something still felt kind of screwed

0:34:21up. Um, and not like physically, it was

0:34:23more like mental health vibes. And I was

0:34:26talking to a doctor, say, every few

0:34:28weeks, and on this third appointment, I

0:34:30was like, "Listen, man. Like, I'm really

0:34:31struggling here. Um, really struggling

0:34:34with purpose, struggling with vision.

0:34:35Like, I I really don't know what to do,

0:34:37and I I'm I'm done with this. Like, I

0:34:39just can't do it anymore." Um, and he's

0:34:41like, "Matt, say, I'm going to say one

0:34:43thing to you, okay? One thing you should

0:34:45do." I was like, "All right, hit

0:34:46me." He's like, "Get a coach." And I was

0:34:49like, "Get a coach." Like, "What the

0:34:51heck?" Like, prior he had been giving me

0:34:53vitamins to go get and GABA and oh,

0:34:55vitamin D and have magnesium before bed.

0:34:57So, I'm thinking like, "What's the

0:34:59supplement? What do we got here? What do

0:35:00you got for this?" You know, and he's

0:35:02like, "A coach." And so, like most

0:35:05things when I get advice, like I took it

0:35:07really seriously and I was like, "Okay,

0:35:10this guy's a wise man. I'm going to get

0:35:12a coach." And so, I started kind of

0:35:14triing three different coaches. Um,

0:35:17figured I'd go for a month, give them

0:35:18all a little shot, do a couple sessions

0:35:20with each and just see which one had

0:35:22good chemistry, a good fit, um, and like

0:35:26felt like they had that mix of like

0:35:28there was a good soul connection and

0:35:29they kind of like understood who I was

0:35:31on a real level. And then also like they

0:35:33were looking to grow and you know they

0:35:36understood like my desire to like build

0:35:38something impactful and um I ended up

0:35:40sell settling on someone uh named Ryan

0:35:43Begelman um who's still someone I work

0:35:45with today. It's been about eight years

0:35:47and Ryan's also become like one of my

0:35:48best friends and uh yeah Ryan is someone

0:35:52that really um helped me sober up uh

0:35:56seven years ago. Uh he's really inspired

0:35:59me in a way to just like keep on being

0:36:00just like a better man in a sense. He's

0:36:02like almost like an older brother that I

0:36:04never had. I'm the oldest of five

0:36:05siblings. I got four younger siblings,

0:36:07but now I got like a bit more of an

0:36:09older brother in him. And uh yeah, just

0:36:11like a good peer that you can like

0:36:12bounce ideas off of, joke around with,

0:36:14and also like stress test plans. And so

0:36:18my way really of working with him is

0:36:20like to every time we have a meeting, I

0:36:22send him a bit of a memo before the

0:36:24meeting just in terms of like my current

0:36:26thinking about life and business, he

0:36:28reads it before it, kind of collects his

0:36:30thinking so he's coming in prepared and

0:36:32then we have a good 90minute deep dive

0:36:34and that goes down around every two 3

0:36:36weeks and so that's been just like a

0:36:38good rhythm to things. And so could then

0:36:41answer your question of like like how do

0:36:42you handle this and all that?

0:36:44I think sometimes like people don't have

0:36:45that like rhythm with someone, you know,

0:36:47that actually is invested like in their

0:36:49success and they're probably even paying

0:36:51like something to so that they really

0:36:53are like locked in, you know, you can

0:36:55have a friend or you can have a parent

0:36:57or a peer, but if it's sometimes I find

0:37:00like and what I learned up to that point

0:37:01is like I thought I could just do it

0:37:02with like informal things. Um, and that

0:37:05had worked to a point. Uh, but I think

0:37:08at some point you need that more

0:37:10rigorous um attention, someone taking it

0:37:13more serious, someone that's willing to

0:37:14read memos every 2, 3 weeks and not

0:37:17think you're crazy and kind of just do

0:37:19it because that's kind of the job. And

0:37:22um, someone that even regardless of

0:37:24being paid or anything, just like

0:37:26genuinely is invested in your success,

0:37:28which is what I found with Ryan. So

0:37:30yeah, that was a really transformative

0:37:31moment in my career and life and kind of

0:37:33a big inflection point for my health,

0:37:35too. I also think that you started you

0:37:37started lifting weights, working out,

0:37:39like created a routine and habits for

0:37:40yourself, right? What is your what are

0:37:44your thoughts on morning routine,

0:37:45habits, fitness, reading, you know,

0:37:48these things that everyone tells us are

0:37:49success habits? Yeah, I was with a

0:37:51founder in Venice uh just over the

0:37:53weekend and we were chopping it up um

0:37:56and talking about this sort of subject

0:37:58and um whenever I'm in these

0:38:00conversations, I feel like at least the

0:38:02founders I resonate with, but I think

0:38:03it's most founders um you know, one of

0:38:06the most pleasurable things in general

0:38:08is just flow, right? I think when I

0:38:11think about like a well-lived life, I

0:38:13think the most important thing to me is

0:38:14like peace. Um

0:38:17but it's also like enjoyment, right? And

0:38:19enjoyment is just like is just being in

0:38:20flow, right? Like doing things where

0:38:21you're just losing track of time. And so

0:38:25my day like the most important pillar of

0:38:28my day is like four hours of founder

0:38:30flow, right? Having four hours of

0:38:33uninterrupted time where I can work on

0:38:35the things that only I can do. Those

0:38:37like four hours are sacred and in those

0:38:39four hours I get more done than most

0:38:41people would get done in like four

0:38:43weeks, right? Um you know, time flies by

0:38:45and I'm just locked in. I don't have the

0:38:48same routine all the time. I travel a

0:38:51lot. Um I've lived in 45 countries

0:38:54probably the last 12 years. I actually

0:38:57live out of two suitcases. Um I have a

0:38:59home base in Bali. Um but I travel all

0:39:02over and so

0:39:05you know and live in Dubai, live in Bali

0:39:07a little bit, live in, you know, I'm in

0:39:10LA right now, go to Miami, going to go

0:39:11to Australia. So I'm all over the place

0:39:13basically. Like I find as I'm traveling

0:39:15around, you know, I just have different

0:39:17routines or energies and then the uh

0:39:19time zones like will make you adjust in

0:39:21different ways, right? In Bali, you may

0:39:23have meetings from 6:00 to 9 a couple

0:39:26days a week, whereas in LA you have a

0:39:29different time zone, right? But these

0:39:31days, um, how I've been approaching

0:39:32things, I wake up at 4:00 a.m. right now

0:39:35and then 4:00 a.m. get a coffee and then

0:39:38just lock in um and do my four hours of

0:39:40Founder Flow right thing in the morning.

0:39:42uh because no one's going to bug me

0:39:45then. It's just peaceful. Um and there's

0:39:48going to be no notifications, no calls,

0:39:50no messages. Um and I always find that

0:39:52first thing in the morning is the best

0:39:53time uh because you're fresh, you're

0:39:56rested. Um and I think your um you know

0:39:59the chemicals in your body that make

0:40:01effort feel good and um your motivation

0:40:03is just like the highest rate then. So

0:40:05that's the first thing I do and I just

0:40:08let myself get lost in creative tasks.

0:40:09these days it's things like you know

0:40:11different exceptional content we're

0:40:12putting out there maybe hiring someone

0:40:14new it's a lot of work on AI um as I

0:40:17think that things are getting completely

0:40:19transformed right now so just really

0:40:21hacking away and uh and then yeah just

0:40:26improving different and tinkering on

0:40:27things basically so that's that and then

0:40:28after I get a little bit of ADD um and

0:40:31can't uh focus anymore because my

0:40:33brain's a little bit fried um I go for

0:40:35typically a workout go to Golds here um

0:40:37and then we'll get a smoothie and then

0:40:40typically have a couple team meetings

0:40:42and all that and then probably take

0:40:43another afternoon long break either

0:40:45nature, beach, walk around, get some

0:40:47sunlight and that's kind of the day. So,

0:40:50it typically starts really early, ends

0:40:51really early. Um, and I give myself just

0:40:53a lot of space to think, to go for

0:40:55walks, to see friends, to socialize. I

0:40:58think, uh, yeah, these days I I' I've

0:41:01been noticing, especially here in LA,

0:41:02um, just meeting up with really good

0:41:04people and just the amount of like

0:41:05learning you can do just from osmosis

0:41:07and just getting out there, right? not

0:41:08losing losing uh sight of the importance

0:41:11of like connection, right, and community

0:41:14uh and just the h like just being human.

0:41:16>> Yeah. And so what I'm hearing you say is

0:41:17you basically

0:41:19work a block and then you might do some

0:41:22work or what might look like work, but

0:41:24you're out, you're connecting with

0:41:25people, you're outside. And so one of

0:41:28your big things that you've created in

0:41:30life are systems like in business,

0:41:32right? You've created systems.

0:41:35What are the systems or what do you do

0:41:38differently? Let me ask that. What do

0:41:39you do differently with your systems

0:41:41that allows you to create a life that

0:41:42you've designed in this way? Yeah, I

0:41:44think there's a few core principles like

0:41:47one is like I think it's a it's a

0:41:50lifestyle. Um it's a way of being and

0:41:54it's also like a cultural value, right?

0:41:56So systems are obviously the backbone of

0:41:58Founder OS. Um OS stands for operating

0:42:01systems and the culture is built around

0:42:03that we're systems first and we're a

0:42:05writing first culture, right? So if

0:42:07something you complete is done well and

0:42:10it's going to be done again, you

0:42:11systemize it, right? You write it down.

0:42:13You make sure also if it's like an AI

0:42:15powered system, it's uploaded to the

0:42:17given AI we're using. Um it's

0:42:19documented. You maybe even have a video

0:42:20recording of you doing it. And we have

0:42:23hundreds of these at this point. And

0:42:25it's because we're just constantly

0:42:27turnurning them out. And it's not about

0:42:29how many we do um or that you know it

0:42:32doesn't need to be reminded of people

0:42:33right it's just literally a way of

0:42:35operating every department head is

0:42:37running their department inside of the

0:42:39company with these principles and every

0:42:42individual knows that if they're joining

0:42:43this company this is the way right and

0:42:46so that's a big part of it right so if

0:42:49you have all these systems owners in

0:42:51your company they're all owning their

0:42:53part and systemizing their part

0:42:54rigorously well you end up with this

0:42:58ability to take more of a step back over

0:43:00time because number one, as you bring on

0:43:02new people, they can be onboarded easily

0:43:05because everything's documented. Number

0:43:07two, because people are taking ownership

0:43:09over their given area and running it

0:43:10like a business unit, they can be really

0:43:13autonomous and independent, right? You

0:43:15don't need to be looking over their

0:43:16shoulder all the time, right?

0:43:19And you know, overall too, like if you

0:43:21had to replace people or if there was a

0:43:23fire somewhere, like it's all

0:43:24documented, right? You're not just

0:43:25guessing at what's going on, right?

0:43:27summer to quit. It's like you have all

0:43:28the documentation, right? So, it just

0:43:30leads to a lot more calm in a business

0:43:33um by nature. I think the next thing is

0:43:37it's always been important to me to live

0:43:38like this, right? I've always been

0:43:40someone that like designs my life very

0:43:42intentionally, right? I think I picked

0:43:43this up from Tim Ferrris when I was like

0:43:4513. Um and was like, "Okay, that's how

0:43:48I'm going to live." And I already kind

0:43:49of had that in my blood and just started

0:43:51kind of letting it unfold. And so, you

0:43:54know, as such, it's like, you know, in

0:43:56my businesses, I've stress tested them

0:43:57over time, going and taking a vacation

0:43:59for a week unplugged, seeing how it

0:44:01does, seeing what breaks, and using

0:44:03those breakages not as bad things or

0:44:05good things, just opportunities to go

0:44:07and fix a couple areas and dial it in,

0:44:09then taking a vacation for two weeks

0:44:11unplugged, recently taking one for a

0:44:13month in Japan, right? and always every

0:44:15time both knowing that I can come back

0:44:17to something that's stronger because of

0:44:19these systems and then also though

0:44:20paying attention to yeah certain areas

0:44:22may cave a bit or maybe the velocity at

0:44:24which you wish the company was moving at

0:44:27it's not quite there even without you so

0:44:29you're like okay what what can I do

0:44:30there who can I empower who can I

0:44:32incentivize how can I tweak things um to

0:44:35get it right and it's kind of this

0:44:36constant puzzle you know that you're

0:44:38trying to solve um and I think that's a

0:44:40general shift I've had over the last 5

0:44:42years is like really moving from problem

0:44:45oriented thinking where it's like, "Oh

0:44:46my god, this problem or oh my god, this

0:44:49issue over there." And really just

0:44:50whining and being a right? And uh

0:44:53complaining about how things are. It's

0:44:55like, "No, no, you signed up for this,

0:44:56right? You signed up for this

0:44:57responsibility. This is the job, right?

0:45:00Step up and view it as a puzzle, not a

0:45:03problem." And I think when you start to

0:45:05view it all as a puzzle, it kind of

0:45:07complements kind of viewing your

0:45:09business as a machine, right? and then

0:45:11just yeah tweaking it like you would a

0:45:13motorcycle or a car until it's kind of

0:45:15toolled up the way you like it. And so

0:45:17examples of this are like tooling up a

0:45:19chief of staff to be your first line of

0:45:21defense, right? Someone that is going to

0:45:23block your calendar, make sure it's

0:45:24free. Someone that's going to ensure

0:45:25things don't get to you if they don't

0:45:27need to. Someone that really is

0:45:28incentivized off of getting you back 20

0:45:30hours per week and making sure mo first

0:45:32and foremost you're getting a good sleep

0:45:34at night and that your health is good,

0:45:36right? Having someone literally in your

0:45:37company their main metric is your

0:45:39health, right? Um, so that's by design.

0:45:42That doesn't happen by accident.

0:45:43>> Do does your chief of staff have like

0:45:46health metrics for you?

0:45:47>> Yeah. Like I mean just keep it simple,

0:45:49right? Like just like good sleep. Like

0:45:51we don't need all the metrics. That to

0:45:52me is like peace equals good sleep at

0:45:54night. And if I can just nail that.

0:45:56Yeah. We're not booking meetings really

0:45:58late. We're being careful of stress

0:45:59loads. Like we're trying to keep things

0:46:01>> like chill, you know, like manageable.

0:46:04Um versus overdoing it and grinding. So

0:46:07that's an example of like by design,

0:46:09right? Another example of like building

0:46:10a company by design would be like how

0:46:14you even block your weeks, right? You

0:46:16can batch things obviously, right? So I

0:46:18batch all my meetings on a Tuesday and

0:46:20for the most part have the rest of the

0:46:21week free for more flow activities and

0:46:23then just things I want to do, right? Um

0:46:25another example too is even when we're

0:46:27filming content to build my personal

0:46:29brand. We have YouTube that has about a

0:46:31quarter million people over there. We're

0:46:33making two videos per week, which is

0:46:35quite a lot of content compared to most

0:46:37people out there. And often times we ask

0:46:38like how the hell are you doing this

0:46:40especially at the level that we do it at

0:46:42the cinematography and the editing and

0:46:44the value and the free systems and the

0:46:45whole bit. Um and the thing there is

0:46:48that we book these like filming weeks

0:46:50right where we'll film 12 13 videos in

0:46:53one week um and batch that thing um so

0:46:56that we go hardcore that week and then

0:46:58are able to take a break um and take a

0:47:01couple months off if not more. And so

0:47:03again it's like that's by design. that

0:47:06didn't happen by accident, right? So,

0:47:08it's starting to realize that like you

0:47:09have the power to make these kinds of

0:47:12tweaks. Um, and these are the systems

0:47:14that we unlock for folks um that we work

0:47:16with in Founder OS. And the big thing is

0:47:19like they're just a series of kind of

0:47:21easy systems across like the business

0:47:23side of things all the way from you know

0:47:25sales to onboarding to your content

0:47:27delivery um audience growth but also

0:47:29more importantly too like how to manage

0:47:31your time as a founder, how to manage

0:47:33the team around you, how to structure

0:47:34them, the different workflows they need

0:47:36to have. Um and yeah, making sure you

0:47:39even know how to bring on great people

0:47:41on your team and actually recruit these

0:47:42people. um really making sure that

0:47:44that's dialed in, especially in this day

0:47:46and age where, you know, algorithms are

0:47:48changing. Uh the world's changing faster

0:47:51than ever. It's complicated and not easy

0:47:52to find good people, let alone like have

0:47:54those people stay for any time that's

0:47:56meaningful. What I've always found is

0:47:58that having people on board your company

0:47:59for three plus years is when the real

0:48:01magic happens and you kind of got this

0:48:03band that can like, you know, read each

0:48:06other's minds. And so, yeah, it's

0:48:08helping founders with that. How do you

0:48:10know because you talked about coming

0:48:12back and if the velocity of the company

0:48:14is not where you want it, how do you

0:48:16know whether it's a people or a process

0:48:17issue?

0:48:18>> Yeah, I think you know you have some

0:48:20conversations and you are in the room

0:48:22and you're seeing what people what's

0:48:24going on, right? You understand it. Like

0:48:26I love this quote by Jensen Hang, right?

0:48:28He's like they're asking like you know

0:48:30he doesn't run any oneto ones and he

0:48:33runs meetings where there's like 54

0:48:35people on one meeting with him and

0:48:36people are like what's why do you do

0:48:38this? Right? He's like, I just built the

0:48:39machine that works for me, right? And

0:48:42it's this idea like he's built this car

0:48:44and he just loves driving it and it's

0:48:46his car, right? And so I find like when

0:48:49I come back to my business after doing

0:48:51like a trip in Japan, it's like I'm back

0:48:52in the car, right? And you can kind of

0:48:54like smell what's going on a little bit,

0:48:56you know? You're like, "Someone smoked

0:48:57weed in my car." Like even though

0:48:59there's a there's a freshener in there

0:49:01or like whatever or like something feels

0:49:03off, right? And sure enough, like you

0:49:04dig a little bit and yeah, you discover

0:49:07like, oh, you know, why did this thing

0:49:10not get shipped, right? Hypothetically,

0:49:12right? This isn't real, but like why did

0:49:13this thing not get shipped? Well, yeah.

0:49:15Was it this person wasn't reliable or

0:49:18was it that the process was broken in

0:49:20some way that for some reason they were

0:49:23never able to move to the next step

0:49:24because the process was screwed up? Um

0:49:26for me um you know when I analyze say

0:49:29like a velocity thing um I think it

0:49:33generally would have to do more with

0:49:34like are you raising real leaders in the

0:49:36company right it's a leadership thing um

0:49:38and it inevitably comes down to you as

0:49:40the leader right like how have you uh

0:49:43screwed up or what you need to take

0:49:45responsibility for what's gone wrong and

0:49:47look yourself in the mirror as to why

0:49:49when you look at your company um why

0:49:51wasn't that velocity quite there and

0:49:52even if it was a leadership issue in the

0:49:54company how or are you participating in

0:49:57that leadership issue? And I think there

0:49:59then it leads you to look at things like

0:50:01um you know are you spending quality

0:50:03time with folks to really align on the

0:50:04vision and making sure that you're all

0:50:06seeing things the same and as bought in

0:50:08as all in as you know you can each be

0:50:10are you looking at incentives and making

0:50:12sure that that's dialed in the right

0:50:13way. Um so that people feel like as the

0:50:16bigger they go the bigger they swing the

0:50:17more they're rewarded. Um and um you

0:50:21know even implementing yeah there can be

0:50:24some systems like things like you know

0:50:25implementing self assessments and more

0:50:27like performance review type stuff just

0:50:29to make sure that there's like these

0:50:30more regular check-ins versus um just

0:50:33letting things kind of go status quo. So

0:50:35those are some things I look at.

0:50:36Oftentimes it's a combination. And now

0:50:38with the advent of AI, especially

0:50:40Obacclaw, uh, Cloudbot, how much time

0:50:43should founders be spending on

0:50:46transitioning things over to the these

0:50:48new AI tools?

0:50:49>> Yeah, so I think right now is like one

0:50:51of the most exciting times ever to be a

0:50:53founder. Um, I also think it's a time

0:50:55that you can't ignore what's going on,

0:50:57right? Uh, I think most businesses will

0:51:00die in the next year. Um, I think that

0:51:03the space is getting massively disrupted

0:51:05all over, right? and uh especially in

0:51:07online businesses like the tectonic

0:51:10plates are like shifting here. Um I

0:51:12think that on the exciting side, you

0:51:15know, we're all going to be surrounded

0:51:17by these agents that we can work with

0:51:19that are specialized in different areas

0:51:20that work 24/7 um and that are recursive

0:51:23at some point and just like even

0:51:24teaching one another and helping get

0:51:26things done without much of your

0:51:28feedback. I think it's a day and age

0:51:29where more than ever entrepreneurship is

0:51:32going to require leadership. And by

0:51:34leadership, what I mean is you're going

0:51:36to have all of these agents, right? And

0:51:39you'll have some team members, too. And

0:51:41just like when you bring on a new

0:51:43employee or a team member, like you got

0:51:44to lead these people, right? You got to

0:51:46point a vision to them. You got to

0:51:47explain how they should an analyze

0:51:49things. You have to tell them what great

0:51:51looks like and what bad looks like and

0:51:54you have to make sure that they're doing

0:51:56the right things in the right timing and

0:51:58collaborating correctly. I think it's

0:51:59going to be no different in this world.

0:52:01It'll actually just happen more rapidly.

0:52:03And so your your need to almost be this

0:52:06rapidfire leader that can really handle

0:52:09all that, right, is going to be key. And

0:52:11that's why, as exciting as it would be,

0:52:12I think a lot of people will get left

0:52:14behind because they see it as more of

0:52:16this toy or this like pet project, which

0:52:18is fine versus something that like

0:52:21really um requires like a level of like

0:52:23architecture um and systems thinking to

0:52:27it. And so I think that, you know,

0:52:30across, you know, your awareness, um,

0:52:33you know, you're going to have more

0:52:34content that's being generated by these

0:52:36things. Um, I think that, uh, you're

0:52:39going to on the customer success side of

0:52:41your company, um, have more ability to

0:52:43customize the experience and wow your

0:52:45audience. And so when you think about on

0:52:47the inquiry side of things, right,

0:52:48someone's entered in their email, that

0:52:50used to just lead to like a thank you

0:52:51page. Now that's going to lead to maybe

0:52:53some customized experience where it's

0:52:55already analyzed your LinkedIn and your

0:52:57Instagram is giving you some customized

0:52:58social media report as an example and

0:53:01then you know all the way through to

0:53:03sales right which I think that all the

0:53:05wrote tasks in sales will start getting

0:53:07super automated and I think that the

0:53:10basically the future belongs to just

0:53:12entrepreneurs and everyone is an

0:53:14entrepreneur and I think it goes back to

0:53:16what we were talking about with this

0:53:17kind of like you know idea that I think

0:53:19every entrepreneur right now needs to

0:53:21view their company as multiple business

0:53:22units and ensure that their team views

0:53:24themselves as entrepreneurs that own a

0:53:27revenue line item and a profit line item

0:53:30because now everyone's going to also be

0:53:31empowered with these agents around them.

0:53:34And I think on the team level like it's

0:53:36setting people up to own those business

0:53:37units so they really earn their seat in

0:53:39your company, right? I think you're you

0:53:41know recently it's here February like

0:53:43companies have been doing mass layoffs

0:53:45left, right, and center. Um and you can

0:53:46kind of see where things are going. Um,

0:53:48and I think in a good way, like we can

0:53:51go and give folks that are working with

0:53:53us like the opportunity to build these

0:53:55amazing companies within our companies.

0:53:57Um, and it can be an abundant era. Um,

0:54:00versus something that's like scarcity

0:54:01and replacing people type thing. Why not

0:54:03arm these people to think bigger um, in

0:54:06their area, be more productive um, and

0:54:09swing bigger? And so that's roughly how

0:54:11I'm seeing it. But I think that most

0:54:13people um, will kind of get disrupted by

0:54:16all of this. I think um the thing that

0:54:19I'm noticing is it's just taking a newer

0:54:21level of thinking, a newer level of

0:54:23speed. Um you almost need to just make

0:54:25AI updates sometimes like just like a

0:54:27full-time job. It feels like that's the

0:54:29rate at which it's moving at. Um so, you

0:54:33know, how I'm thinking about it too is

0:54:35you know right now like dedicating a

0:54:37couple weeks even every month just to

0:54:39kind of hack away at it and start to

0:54:40improve processes, starting to automate

0:54:42different aspects um and just like again

0:54:44just play with it. inspired by um Pete,

0:54:47the founder of Open Claw, like when he

0:54:50was asked on a recent Lex Freedman

0:54:51podcast like you know why you of the

0:54:5310,000 other projects. He's like

0:54:55honestly I was just playing and I just

0:54:57viewed this as art. And it's that kind

0:54:59of approach of just playing with it

0:55:01within the realms of your businesses or

0:55:03projects you're working on and just

0:55:06getting obsessed in some way with it.

0:55:07Finding that intersection of uh what

0:55:10excites you about it, what you're great

0:55:11at um and what's going to make a

0:55:13meaningful impact on your bottom line.

0:55:15And I think if every business can just

0:55:17look at that and even pick just a small

0:55:18area, maybe it's just improving sales

0:55:20calls or maybe it's just improving your

0:55:22onboarding experience.

0:55:23>> Do you recommend that founders actually

0:55:24go get a Mac mini and go build for a

0:55:27little bit?

0:55:27>> I can just speak what I'm doing and yes,

0:55:29I got one and I'm going for it. Um I

0:55:33think I was convinced recently uh you

0:55:36know six weeks ago by a friend Igor um

0:55:39and he sat down with me. We were getting

0:55:41uh breakfast here and he's like, "Matt,

0:55:44like it's the moment." I'm like, "Come

0:55:46on." Like really, you know, I'm pretty

0:55:47skeptical just overall. I'm not looking

0:55:49to just like use tools to use tools, you

0:55:51know? I got I don't have much time, you

0:55:54know? I want to be careful. I like to be

0:55:56able to do my thing. I don't want to

0:55:57just like infringe on my freedom by

0:55:58tinkering on

0:55:59>> Yeah. I mean, we've been just to

0:56:01interject a little bit. I mean because I

0:56:03think we're around the same age like

0:56:04kind of came up with the internet and

0:56:05then this technology era came around but

0:56:07>> it was just a lot of boxes of software

0:56:10that plugged in and didn't really do

0:56:12much to be honest and you needed people

0:56:14to work and so there there wasn't a lot

0:56:16of efficiencies gain or these these big

0:56:18sweeping changes and and now yeah we're

0:56:21at this moment where it's oh no like

0:56:23literally you can almost do anything.

0:56:24Yeah. So yeah, Eager was going to me and

0:56:26being like, "Yeah, it's this is the the

0:56:27agentic moment." And I was like, "All

0:56:29right." And I was convinced and so yeah,

0:56:31got it going and just tinkering,

0:56:33playing, and it's slowly kind of like

0:56:35taking over different functions um in

0:56:38our companies. And uh yeah, I think it

0:56:40it's just going to lead to a lot more

0:56:41delight in all the ways. I think it's

0:56:43just one of these magical things that

0:56:44I'm at least looking at founder us and

0:56:46just like, how do I make the founder

0:56:47experience truly magical and have these

0:56:49like little delightful Easter egg

0:56:51moments? you may have expected one

0:56:52thing, but you got a whole website built

0:56:55for you or whatever, right? Where it's

0:56:57just, you know, custom tools being

0:56:59shipped constantly. Um, looking and

0:57:01seeing around corners and predicting

0:57:03what founders need before they even need

0:57:05it and before maybe we even sometimes

0:57:06see it. So, yeah, that's kind of how I'm

0:57:08looking at it.

0:57:08>> Yeah, I'm excited. Uh, I I'm not missing

0:57:11out on this wave. I I grew up 10 years

0:57:14old building computers like taught

0:57:16myself how to code was building products

0:57:18as a kid and then you know got into

0:57:20corporate and you know did that and got

0:57:22away from it. So next week I'm going to

0:57:24lock myself in my room basically and I'm

0:57:26going to I'm going to go build and I'm

0:57:27going to yeah my

0:57:28>> the generational lock in. That's what

0:57:30I'm talking about.

0:57:30>> Yeah, it is it's going to be a

0:57:31generational lock in for sure. Like and

0:57:32I'm just going to go create and having

0:57:34this newfound look on like being an

0:57:36artist, being a creator and just

0:57:38shipping things. I'm really excited

0:57:40about just putting things out there and

0:57:42seeing how it lands. I agree with you on

0:57:44the play and the art and the creation.

0:57:46People shouldn't be afraid of it. They

0:57:48should just go try it and they should

0:57:49just go create. So many people are so

0:57:52used to wanting to be perfect around

0:57:54things. But this is an opportunity to

0:57:56just go put stuff out there because yes,

0:57:58someone else might be building the same

0:58:00thing as you for their company. But that

0:58:01doesn't matter because like you said, if

0:58:04you have your own audience, if you have

0:58:06your own people, your your own market

0:58:08that is coming to you or that you have

0:58:09access to, they don't care about what

0:58:11anyone else is building. They care about

0:58:12what you're building, right? And so

0:58:14that's I'm going to go build products

0:58:15for my audience. I'm going to go build

0:58:16products for myself. Second brain is

0:58:19like the thing that is really lighting

0:58:20me up right now. and just having things

0:58:23running in the background to make sure

0:58:24that I'm sticking to the vision and

0:58:26prioritize my tasks and all that. So,

0:58:27I'm really excited about that. But

0:58:28that's going to be my next week. So,

0:58:29>> nice. Fun.

0:58:30>> Yeah. All right, Matt. So, you've

0:58:32basically built your dream life. You

0:58:34built the systems. You built the

0:58:35companies. What's something that you're

0:58:37still just figuring out?

0:58:39>> Yeah. I think uh

0:58:41one thing I'm still I mean, there's a

0:58:44lot of things I'm still figuring out.

0:58:45Um, you know, figuring out all the

0:58:47things we just talked about, trying to

0:58:48figure out all this agent stuff,

0:58:50figuring out, you know, different

0:58:52relationships in my life. I'm figuring

0:58:54out u big theme this year is like a home

0:58:56base. So, I've made a home base in a

0:58:59couple different spots this year. Um,

0:59:01and spending, you know, four so months

0:59:03in Bali and four or so months in the

0:59:05Doommites in Europe and just kind of

0:59:07like settling down and focusing on

0:59:09community. There's a lot of amazing

0:59:10things about traveling and one thing

0:59:12that can be tricky is like community,

0:59:14right? and I find community and

0:59:16connection where I am, but go being able

0:59:18to go deeper with it and just having

0:59:19that rhythm instead of, you know, being

0:59:21like, "Oh, yeah, I got a jet. I'm

0:59:22heading on to the next thing." So,

0:59:24slowing down after this next little uh

0:59:26two-month stint. Um, and yeah, just

0:59:29really finding,

0:59:31I don't know, peace from going deeper in

0:59:34just one or two places versus um peace

0:59:36from being in all the places. So, that's

0:59:38kind of like an a more of a theme of

0:59:39this year, I think. Um, and then just

0:59:42continue just to try and like figure

0:59:44things out and just be a better man,

0:59:45better uh, you know, it's interesting,

0:59:47right? I feel like that's kind of the

0:59:48tricky part as as any human, right? Like

0:59:52we sometimes forget all these identities

0:59:53we have, right? And sometimes those

0:59:56identities like we're we give ourselves

0:59:57really good scores in some and then

0:59:59shitty scores in others, right? like I'm

1:00:00a CEO, founder, brother, um uncle, uh

1:00:05you know, son, uh CEO, whatever, you

1:00:08know, all these things, artist, and some

1:00:10of them,

1:00:12you know, you'd score yourself like, oh

1:00:13yeah, I'm really taking care of that

1:00:15identity of myself, right? But then

1:00:16there's another identity maybe that

1:00:18you're kind of not as much, right? And

1:00:20so, um, yeah, I think probably more than

1:00:23anything, it's like continued to

1:00:24reinforce like with myself even like you

1:00:27are enough. You know, you're doing a

1:00:29good job. Um, you know, you're moving

1:00:31things forward. Um, and like you know,

1:00:34the universe is working for you kind of

1:00:35thing. So, it's kind of that overall

1:00:37like bringing them together and just

1:00:39being like a whole well-rounded human is

1:00:41the thing that I'm still figuring out

1:00:42probably like the rest of us.

1:00:44>> All right, Matt, where can people find

1:00:45you? How do they get in touch with you?

1:00:47>> Yeah. No, thanks so much uh for all

1:00:48this. It's been a really good

1:00:49conversation. Uh people can find me Matt

1:00:51Gray on all social platforms. Um they

1:00:53can check out Founder OS if they're

1:00:55interested in growing their profitable

1:00:56personal brand um at founder os.com

1:01:00and uh Found us on all all platforms. Um

1:01:03and uh yeah, just want to thank you for

1:01:04your time. Thanks so much for flying in,

1:01:06man. You're a legend. Uh you really uh

1:01:08you really did it, man. You just go for

1:01:09it. Sometimes that's the most underrated

1:01:11thing, right? If people shouldn't be

1:01:12afraid sometimes is like get on the damn

1:01:14plane. Um I came here to get on the

1:01:16plane. who came here to and we kind of

1:01:18made it happen. So, appreciate it and uh

1:01:20yeah, thanks so much.

1:01:20>> I think really insightful conversation.

1:01:22I think you landed a lot of things for

1:01:24anybody listening whether they're

1:01:26starting out or I think even founders

1:01:28that you're really trying to speak to.

1:01:30Um so, I just really appreciate you

1:01:31taking the time and being here. So, and

1:01:32as always everybody, I appreciate you. I

1:01:35love you. This has been for your own

1:01:36good. Peace.

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