Social Media Growth in 2025: The Ultimate Masterclass | Dan Martell's Creative Director

Episode 36 · Apr 21, 2025 · 1h 25m · with Dan Martell's Creative Director

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About this episode

In this episode of For Your Own Good, I sit down with Sam Gaudet, the creative director behind Dan Martell's explosive social media growth, for a conversation that'll transform how you think about content creation. We dig into: How Sam built Dan's personal brand from 50K to over 1.1M followers The exact content formula they use for videos that consistently go viral Why most creators focus on the wrong metrics and what to track instead The surprising "containers" approach that makes content creation effortless Sam's insights on generating over $24M in revenue directly from content Whether you're just starting your content journey, trying to monetize your existing audience, or looking to scale your personal brand to new heights, this episode delivers actionable strategies from someone who's mastered the game. Sam shares the behind-the-scenes reality of creating 50-100 pieces of content weekly and the frameworks that make it possible. Hit play and let's dive in! #ForYourOwnGood #KassidyWarren #SamGaudet #FYOG #ContentCreation #PersonalBrand Subscribe on Apple Podcasts: https://podcasts.apple.com/us/podcast/for-your-o Watch YouTube to catch the video versions: https://www.youtube.com/@KassidyWarren Connect with Hosts/Guests: KASSIDY https://www.instagram.com/kassidy.warren SAM https://www.instagram.com/sam.gaudet

Key moments

0:05:02 “he had to strip down 60% of the book, put his ego aside, and he wrote...”
0:06:41 “the first thing I did is is I went and hired the best consultants and the...”
0:21:50 “We're supposed to We're supposed to make 60 or we did 70% business content.”
0:22:39 “same thing for Dan, right?”
0:31:01 “most people do and that's the biggest pain that when I talk to people that want...”
0:36:51 “I can tell you maybe not today cuz I didn't check every single day I check...”
0:41:10 “that 70 20 10 rule is going to be what if you want to make your...”
0:47:11 “You just keep it on your camera roll." I've never like I never thought about that.”

Read the full transcript

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

0:00:00Sam Gaddat, who's the creative director

0:00:02for Dan Martell. How do you get Dan

0:00:03Martell to perform on camera?

0:00:05My job is to put Dan in containers where

0:00:06he has a really positive, high energy

0:00:09that I can capture. Every single video

0:00:12that we create has a certain formula.

0:00:14How many videos do you guys post a week?

0:00:1650 to 100.

0:00:17You don't even know what quality is

0:00:18until you do quantity. The number one

0:00:20mistake that I see most content creators

0:00:22make is they don't pay attention to the

0:00:23numbers. Pay attention to the numbers

0:00:25cuz that will tell you what videos

0:00:26perform or not.

0:00:27like an artist you're trying to make it

0:00:28better.

0:00:29Is there someone that you noticed that

0:00:30took some of Dan's stuff and made it

0:00:31better?

0:00:32You. No, shut up. How much does Dan make

0:00:35from content?

0:00:36Direct revenue, we make over 24 million

0:00:38a year. How many times have you flown on

0:00:39a private jet?

0:00:40A lot.

0:00:40How many billionaires have you met? A

0:00:41lot. What makes a billionaire different?

0:00:43Billionaires have this unique ability to

0:00:47All right, everybody. Welcome back to

0:00:48For Your Own Good. I'm Cassidy Warren

0:00:50and I am live and in person with an

0:00:53audience of elite members and

0:00:56Beautiful people. Beautiful people. My

0:00:57boy, Sam Gaddat, who is the What's your

0:01:00official title? Creative director.

0:01:02Creative director for Dan Martell. You

0:01:04are essentially the reason behind all of

0:01:07Dan Martell's success, right? Not

0:01:13I wouldn't say that, but yeah. I'd say

0:01:14social media growth for sure. Yeah.

0:01:17Part of it. And so, when How old were

0:01:19you when you first started working with

0:01:21Dan?

0:01:22So,

0:01:23I mean,

0:01:24compliant with all child labor laws in

0:01:26Canada. I'm kidding.

0:01:28Um, I started working for Dan when I was

0:01:3016 years old. Um, he hired me and he was

0:01:32He looked at me I remember the first

0:01:33interview. He was like, "You're young."

0:01:34And I was like, "Is that going to be a

0:01:35problem?" And he was like, "All right,

0:01:37let's do it." That's right.

0:01:38So, I started with him, yeah, about 7

0:01:40years ago. Okay, and you were just

0:01:42editing or what were you doing for Dan?

0:01:44I was everything. Started off as a

0:01:47videographer, video editor, and yeah, it

0:01:49was a shell of of the company that we

0:01:52are back

0:01:53then today. So,

0:01:55just started video editing and trying to

0:01:58make content back then. Tik Tok and

0:01:59Instagram Reels weren't a thing. And

0:02:03yeah, we decided to

0:02:06essentially build it out 2 years ago and

0:02:08that's what

0:02:09So, kind of took it off after that.

0:02:11What gave you the confidence though?

0:02:13Like, so when did Dan come to you and

0:02:15what was that like when he's like,

0:02:16"We're turning pro?"

0:02:17Yeah.

0:02:18So, I'll give context for everybody in

0:02:19the room and everybody listening like

0:02:22So, for 4 years we played amateur.

0:02:25I'd say 5 years actually.

0:02:27And you know, we're doing the reps,

0:02:29doing the thing.

0:02:30Uh, Dan was getting better at content

0:02:32and we were slowly growing, but no like

0:02:35hockey stick growth or household name

0:02:37yet and

0:02:38I had a team of small editors, you know,

0:02:40I managed a team, kind of like was

0:02:41building it as an agency and yeah, 3

0:02:44years ago he called me or 2 years ago

0:02:46now.

0:02:47Called me and he said, "Hey dude, um,

0:02:49I'm thinking about doing this thing. The

0:02:50book just came out.

0:02:52I'm seeing a lot of opportunity on the

0:02:54back end of getting people to read this

0:02:56book, get value from it, and I need to

0:02:58build a media company.

0:03:00I want you to be involved."

0:03:02The only caveat was

0:03:04that I had to move

0:03:075,000 km, 3,000 miles west

0:03:11uh

0:03:12of Canada and he told me,

0:03:15um,

0:03:16that he wanted to build it in person.

0:03:17And I'm like, "All right, let's do it."

0:03:19So, 48 hours later I hopped in a car

0:03:21with my buddy Matisse, which was my

0:03:23first hire in person, and we drove in my

0:03:26Golf GTI 5,000 miles, 56 hours straight.

0:03:29And uh, yeah, cuz we we're we're hard

0:03:32headed like that. We didn't want to

0:03:33stop.

0:03:34I'm like, "Ah, I could stop. Oh, yeah, I

0:03:36could keep going." And we just kept

0:03:38going for 56 hours straight, took shifts

0:03:40sleeping. Um, made it here.

0:03:42And then, I mean, I don't know how deep

0:03:44you want to go in, but yeah, we started

0:03:46in Dan's basement.

0:03:48Um,

0:03:48Renee, Dan's wife, was like, "How long

0:03:50are they going to be here?" Dan was

0:03:51like, "A week." We stayed there 2

0:03:53months. Mhm. And yeah,

0:03:55eventually got a studio, started

0:03:58building it out. It was me,

0:04:00uh, Matisse and Jay, our sales or

0:04:02revenue guy, and now we're a team of 25

0:04:04people and crushing it. How much has

0:04:06Dan's book been an anchor in the content

0:04:10and the growth? I think like the book

0:04:12was the reason. So, I think a lot of

0:04:14people think that

0:04:15oh, did Dan blow up because of the book?

0:04:17I 100% I think so, but I don't think

0:04:19it's the reason that most people think.

0:04:21I think people think that oh, the book

0:04:22did well and it pushed a lot of people

0:04:24to his accounts. I think the book did

0:04:25decently well, really well. We sold 25

0:04:2820,000 copies in the first week.

0:04:31Um, but then after that, it's like we

0:04:33had a reason to go all in on on content

0:04:35cuz we had something that but cuz before

0:04:37then we had SaaS Academy. SaaS Academy

0:04:39wasn't

0:04:40broad appeal. It was very specific, so

0:04:43solved one problem for software

0:04:44founders. And when we had the book, we

0:04:47had something that we could market, give

0:04:49value to broad entrepreneurs. So, we

0:04:52we could we were able to start making

0:04:53content for that like specific target

0:04:55audience. Yeah, that's that's a recent

0:04:58connection. It seems so obvious, right?

0:05:00Yeah. Oh, he's got the book. But I think

0:05:02out of any influencer out there, any

0:05:05content creator out there, Dan has above

0:05:08anybody else used the book as the

0:05:10leverage to go create content, go become

0:05:13the Buy Back Your Time guy, but then go

0:05:15talk about everything else that he

0:05:17actually wants to talk about.

0:05:18100%. Yeah, and that's a good like And

0:05:20Dan wrote a good book. That's what a lot

0:05:21of people don't Like, they forget. They

0:05:23forget that he wrote a good book and

0:05:24it's hard to write a good book. Takes

0:05:25time.

0:05:27Takes effort, takes humility cuz he

0:05:29wrote a essentially I remember he told

0:05:30me he wrote a university textbook

0:05:32equivalent of a book cuz he just wanted

0:05:33to put everything out there. And he

0:05:35presented it to his team, his his

0:05:37publishing team, and they're like, "Hey

0:05:38Dan, we got to sit down and talk."

0:05:40And he's like, "About what?"

0:05:41About the difference from a university

0:05:43textbook and a best-selling book, right?

0:05:45So, he had to strip down

0:05:4760% of the book, put his ego aside,

0:05:51and he wrote a great book. People love

0:05:52that book. They they share it and yeah,

0:05:54it's 100% a reason why we've been able

0:05:56to extract all the resources from that

0:05:58book, make content about it, um, and

0:06:01blow up essentially. So, tell me about

0:06:03turning pro cuz I've seen Dan's old

0:06:05videos, the SaaS Academy stuff, right?

0:06:07And it's like Have you Has anyone gone

0:06:09and watched his old SaaS Academy? You

0:06:11should watch it.

0:06:12It's embarrassing.

0:06:12It Yeah, it's like

0:06:14not for Dan, for me.

0:06:17It's standing in a room like this with

0:06:20a button-up silk t-shirt and a tie and

0:06:23he's just talking like nerdy stuff.

0:06:25There's some valuable stuff in there,

0:06:26but yeah, when you talk about oh, he

0:06:28wrote a textbook back then, I'm not

0:06:30surprised cuz if you go back and look.

0:06:32And so then what what was it like when

0:06:34he turned pro and you're with him to

0:06:37change to now like you talked about the

0:06:39hockey stick, right?

0:06:40Yeah.

0:06:41It was a lot of small things.

0:06:44I will say

0:06:45number one, he told me, "Hey dude, you

0:06:47got a unlimited budget. Spend money as

0:06:49long as we make an an ROI in the next 12

0:06:51months, you can spend as much money as

0:06:53you want." Obviously, he he said that

0:06:55cuz he knew I was a efficient guy, a

0:06:56skimpy guy. Like, I needed to hear that

0:06:59for me to go hire the people that I

0:07:00needed to. But the first thing I did is

0:07:02is I went and hired the best consultants

0:07:04and the smartest people I knew in those

0:07:06industries and I got around them. And

0:07:08not necessarily had to like

0:07:10pay them in some circumstances.

0:07:12Sometimes I just went to an event to ask

0:07:13them one question, but I just surrounded

0:07:14myself with these

0:07:16these killers in the social media space

0:07:18and ask them questions. And I remember

0:07:20the first consultant I hired,

0:07:23I didn't even ask Dan to to like spend

0:07:25the money. I just uh,

0:07:27he I messaged him on Instagram like,

0:07:28"Hey dude, how much for uh, 6 months of

0:07:30consulting with you?" He's like, "20

0:07:31grand." I was like, "Done." Personally

0:07:33paid it with my own money cuz I knew the

0:07:35value that he was going to create in my

0:07:36life.

0:07:37And through that he taught me a lot

0:07:40about simplifying language, what

0:07:43actually works on Instagram,

0:07:45um, building brands that actually

0:07:47hold true in value in the in the

0:07:49marketplace, how to copy how to steal

0:07:51like an artist essentially and not like

0:07:52copy blatantly what people do.

0:07:55And uh, yeah, that's been the the the

0:07:57start of like, "Oh [ __ ] there's

0:07:59actually a game that you can play and be

0:08:01successful and it's not just like

0:08:02throwing [ __ ] at the wall and see what

0:08:03sticks." And so, how do you get Dan to

0:08:06go viral Yeah. without it feeling

0:08:09formulaic? Yeah, that's a good question.

0:08:12Um,

0:08:13I think every single video that we

0:08:14create has a certain formula. And I'll

0:08:17I'll always, you know, drill this in

0:08:19the team's head is problem, story,

0:08:21teach, right? And you need a really

0:08:23clear problem, what the video is about,

0:08:24one problem, not 10.

0:08:26That's a a problem that most content

0:08:29creators face when they start making

0:08:30content. They try try to talk about

0:08:32seven different things at the same time.

0:08:34Um, one clear problem, one story. And

0:08:35then the the next level of this, and I'm

0:08:37going to talk about this at Social

0:08:38Science Summit tomorrow, is instead of a

0:08:40story, sometimes we use analogies.

0:08:43Cuz analogies, you know, stories are

0:08:45long, they're personal,

0:08:46um, and they help connect. They do the

0:08:48same job as the analogy.

0:08:50But

0:08:51the analogy is shorter,

0:08:53it's more memorable, and it's

0:08:55repeatable.

0:08:56So, let's say you tell a story about, I

0:08:59don't know, Dan

0:09:00um, growing up in

0:09:03uh, foster homes and

0:09:06was around a lot of chaos, right? And

0:09:08then finally found code

0:09:10and that was his level of structure and

0:09:13built some structure in his life. That's

0:09:15a longer story and it's not repeatable

0:09:16cuz you have I have to say it in the

0:09:17second person in the second, um,

0:09:20third person.

0:09:22I have to talk about Dan, right? But if

0:09:24I'm like,

0:09:26it's kind of like if you were

0:09:29in

0:09:30a airport and there was no

0:09:33uh, zones for boarding and everybody

0:09:36just boarded at the same time. Or if

0:09:38there were zones from I I wish airlines

0:09:40did this, but from back to front.

0:09:42Yeah. Right? That's structure. So, you

0:09:44guys visualize that, right? It's an

0:09:45analogy I connected to something that's

0:09:47very familiar cuz you guys all took

0:09:49planes to get here. Um, and that's

0:09:51that's like the next level, which is

0:09:53analogies, right? And so, it's like a

0:09:55clear problem,

0:09:56story or analogy, and then the teach.

0:09:58And the teach has to be really

0:09:59structured. It's either a model, a

0:10:00framework,

0:10:02or a few steps, and it has to be really

0:10:04clear. And sometimes, most of the time,

0:10:07in short-form content, which I think is

0:10:09what a lot of you guys are working on

0:10:10right now, it just has to be one thing.

0:10:12It's not two, it's not three, it's not

0:10:13four.

0:10:14YouTube videos, we give ourselves the

0:10:16freedom to be go more in depth, but um

0:10:18if you're making a short-form piece of

0:10:20content, it's one problem, one story or

0:10:22analogy,

0:10:23and then one teach, and it's one

0:10:24singular thing that people can walk

0:10:26away. And it's the payoff, and it's what

0:10:28people can implement in their business

0:10:29today or their life today that's going

0:10:31to get 10x outcomes, right? So, you've

0:10:33switched more more from the storytelling

0:10:36to the analogy? I think stories are

0:10:38still important. I just think that a lot

0:10:40of people forget that there's a faster,

0:10:42better way, and more repeatable way to

0:10:44to get there. Do you think it's as

0:10:45effective?

0:10:47I'd say it's not as effective for

0:10:49building brand, and we can talk about

0:10:51that, too, on on this pod, but it's it's

0:10:53more effective to connect with the

0:10:56viewer and have them

0:10:58do what's called VWAM, viral word of

0:11:00mouth, and repeat what you said. And

0:11:02that's big for us. Yeah, it's really

0:11:04interesting cuz I I joined, like I said,

0:11:07I joined Elite 2 years ago when Dan had

0:11:08like 50,000 followers. And now he's at

0:11:111.1 on Instagram, right? Which is

0:11:14zero, Sam. I mean, it's the team. We

0:11:16built a team, yeah.

0:11:16team, but yeah, you you run the team.

0:11:18And I

0:11:20wasn't so sure, and actually Dan told me

0:11:23one time, he's like, "You're unsure

0:11:24about this."

0:11:25And then

0:11:27I was living my life in the world, out

0:11:29in all these different circles, all

0:11:30these different people,

0:11:32and I kept experiencing Dan in all these

0:11:35rooms, all these circles. He existed in

0:11:37everyone's language, everyone's stories,

0:11:40everyone's like the way they talked

0:11:42about the book, right? And I saw

0:11:44literally Dan's influence in all of the

0:11:46circles that I ran in, all the in the

0:11:48world, in content, in how people

0:11:50approach life, how they changed their

0:11:52businesses. And I was like, "Wow, this

0:11:53is like

0:11:54the real deal." Honestly, seeing him do

0:11:56this real time, and then hearing him and

0:11:59seeing him in the real world is like

0:12:00really what inspired me to kind of go

0:12:02all in and turn content.

0:12:03Content. Hell yeah. Yeah. Good [ __ ]

0:12:04man. Yeah, that's right. So, all uh I

0:12:06don't want to talk too much about Dan,

0:12:08but let me ask like Let's talk about

0:12:10Dan. Yeah.

0:12:11How How do you

0:12:12about Dan behind his back.

0:12:13Yeah.

0:12:14Good things. He's here, so

0:12:15Real friends, real friends will talk

0:12:17good [ __ ] behind your back. Yeah. And

0:12:19so,

0:12:20how do you get Dan Martell to perform on

0:12:22camera? Yeah, it's good. Really good

0:12:24question.

0:12:25Um

0:12:27What's unique about Dan,

0:12:29and some people in the room might

0:12:31resonate, some people are like, "I'm the

0:12:32complete opposite," but he

0:12:34has this unique ability

0:12:37to channel energy,

0:12:40right? And as long as the energy's

0:12:42positive in the room, he'll perform.

0:12:44And that's why Well, I'll talk about

0:12:46this tomorrow, too, about containers,

0:12:47but I my job is to put Dan in containers

0:12:49where he has

0:12:51a really positive, high energy

0:12:53that I can capture with our cameras

0:12:57and put out there to the world.

0:12:59The worst thing I can do for Dan is put

0:13:01him in front of a teleprompter,

0:13:04yawn, and tell him to perform, right?

0:13:07Um he'll do it.

0:13:09I mean, he's he's done it. Um

0:13:12but the best thing that that that you we

0:13:14can do as

0:13:16I can do as a creative director is

0:13:18to create the container for Dan to be

0:13:20comfortable in in sharing his ideas, his

0:13:22his stories, but be in a

0:13:24uh positive environment, and for people

0:13:26to like feel connected to him. And he

0:13:29loves that [ __ ] like

0:13:31we did King's Club on Friday, two two

0:13:33days ago. You guys were there. And

0:13:34King's Club is the ultimate container,

0:13:36right? Cuz there was 100 kids in a room.

0:13:38We had 112 this time.

0:13:40And they're hungry to learn, and they

0:13:42want to learn, and they're asking

0:13:43questions, and they're curious. And

0:13:44that's like the ultimate container that

0:13:46I can put Dan in where he's vibrating at

0:13:48a such a high frequency that

0:13:50I can ask him any question, and he's

0:13:51fired up to answer, right?

0:13:54Um so, that's like how we get energy out

0:13:56of Dan, and and he has this unique

0:13:58ability to be able to riff on any

0:14:00subject. So, I ask him a question, he

0:14:01can talk for 5 minutes. Other people

0:14:03have to have a script word for word. So,

0:14:05even our in our YouTube videos, a lot of

0:14:07people are like, "Oh, it's scripted."

0:14:09I just give him an outline.

0:14:10I just give him a couple lines of of uh

0:14:12of text

0:14:14about kind of what I want him to talk

0:14:15about, and he riffs. And um

0:14:17sometimes, you know,

0:14:19kind of like when you're bowling or when

0:14:21you're racing horses, I have to put the

0:14:23blinders on and be like, "All right,

0:14:24let's let's focus in on this, focus in

0:14:27on that," but most of the time I'm just

0:14:29guiding him in what direction I need him

0:14:30to go, and that's more on the content

0:14:32side than the energy, but yeah, that's

0:14:34how I get the best energy out of him. I

0:14:35just put him in a container where he's

0:14:37happy,

0:14:38and ask him really cool questions. I was

0:14:40at King's Club the other night, yeah.

0:14:41Yeah. And I was watching him with those

0:14:44kids

0:14:45in front of the cars,

0:14:46a line of people asking him questions,

0:14:48and that's exactly what I was like,

0:14:49"This is Dan's element. Like, you put

0:14:51him here, and he'll do it." And so, how

0:14:52do I find, or how does everyone in this

0:14:55room find their best container for

0:14:57themselves?

0:14:59Yeah, cuz a lot of people Yeah, so

0:15:01biggest problem I hear, and it's it's

0:15:02what we're going to talk about tomorrow,

0:15:05is

0:15:07people are

0:15:08people don't know how to create content,

0:15:10and I don't think they should create

0:15:11content. I think they should just be

0:15:12content, and then have it captured. And

0:15:14I think that's what Dan's mastered

0:15:16because he was so successful, because

0:15:18his time was worth so much when I

0:15:19started. Cuz people forget like Dan was

0:15:22really successful when I started with

0:15:23him. We just didn't have a social media

0:15:25presence.

0:15:26And it's only when

0:15:28I started with him, and I realized like,

0:15:29"Holy [ __ ] his hour is worth X amount

0:15:31of money. I have to make it really

0:15:33efficient." So, how how do I

0:15:36inject myself in parts of his life

0:15:39that he already does that we can pull

0:15:42content from? For example, Founder's

0:15:44Hikes, right? We he hikes up a mountain,

0:15:46he talks to people, people ask him

0:15:47questions.

0:15:49How can we film that hike

0:15:51while he's talking to people, and get

0:15:53content from it? So, we do it once.

0:15:56How many clips did we get from it the

0:15:57first time? Zero.

0:16:00Right?

0:16:03Zero. Yeah. So, then we look at the

0:16:04footage, we're like, "What could we do

0:16:06to make this better, right?" And so,

0:16:10then we're like, "All right, let's

0:16:11produce a little bit." We we go up

0:16:12there, and Nick, one of my

0:16:14videographers, um lead editor, Nick

0:16:16goes,

0:16:17uh "Hey, today we're going to be

0:16:19shooting

0:16:20uh content for Instagram, just talking

0:16:22to the people at the hike. If you have a

0:16:23question for Dan, make it short,

0:16:26and just line up behind him. 10 people,

0:16:2810 first people get XYZ outcome, right?

0:16:31Um

0:16:32um spend time with Dan at the top of a

0:16:33mountain."

0:16:34And then

0:16:36after that, we got probably around five

0:16:38clips,

0:16:39right? From just doing a little bit of

0:16:41pre-production at the start. Dan Dan's

0:16:43life doesn't change, right? He still is

0:16:45hiking up a mountain, talking to people,

0:16:47but because we injected ourselves into

0:16:49that part of his life, and figured out

0:16:51how how to make it content without it

0:16:52feeling weird. Like, that's that's

0:16:54another thing. You don't want to

0:16:55overproduce.

0:16:56Right? We've overproduced a ton of times

0:16:58in in our life.

0:17:00Um but you want to put a little bit of

0:17:01pre-production at the start, and then it

0:17:03feels it still feels organic, but at the

0:17:05same time we're getting what we need,

0:17:06which is a really clear, concise

0:17:07question. And then Dan can go off and

0:17:09riff however he wants. So, I would I

0:17:11would invite you guys as content um not

0:17:15Well, you guys are content creators, but

0:17:16I want you to capture your content. I

0:17:17want you to be content. I want you to

0:17:19be someone that, you know, somebody

0:17:21could turn a camera on,

0:17:22and you just talk, and you know that

0:17:25that's going to turn into content. You

0:17:26don't have to be the one that's

0:17:27accountable for like, "Oh, I need the

0:17:28hook, I need the the the story, I need

0:17:30the teach," right?

0:17:31And when we started doing that is when

0:17:33our our content started doing really

0:17:34well. And that was because people feel

0:17:37that authentic energy. Dan's just not

0:17:40look He's not looking down the barrel of

0:17:41the camera and saying, "Here's the five

0:17:42ways you can grow your business.

0:17:44One, two, three, four, right?"

0:17:45Well, he does that on YouTube, though.

0:17:47Yeah. Yeah.

0:17:47Which is a different beast, and we can

0:17:49talk about that, too. Yeah. And so, I

0:17:51think a lot of people hear Dan talk

0:17:52about, you know, "Find your Sam,"

0:17:54right? And we're we're a lot of us are

0:17:56out there investing, or trying to

0:17:57invest, or like what But how do we

0:18:00how do we know

0:18:02what to talk about, or even how to turn

0:18:04on? And And you know, I we've talked

0:18:06about this before.

0:18:08Pillars,

0:18:09avatars.

0:18:10Yeah.

0:18:11Right? Like, how do I know that what I'm

0:18:13saying is interesting or relevant? And

0:18:14how do I know that my Sam

0:18:16is guiding me properly in in doing this?

0:18:19I mean, Dan's constantly pushing me to

0:18:21to find stuff that works. I wouldn't say

0:18:24like I'm I'm the mastermind behind the

0:18:25scenes trying to like figure out what

0:18:27how what works, but I'm accountable for

0:18:28it, you know what I mean? He's still

0:18:30sending me suggestions all the time.

0:18:32Um I just know So, there's two problems.

0:18:35Do you want to talk about uh

0:18:37the topic like topic selection, which is

0:18:39one, or we could talk about like how to

0:18:42to work with your Sam, or how to find a

0:18:43Sam. Let's talk about like I think what

0:18:46do I talk about? How do I know what's

0:18:48important to me, and what's going to be

0:18:50important to my audience, and then

0:18:51effectively talk about it?

0:18:53That's that's

0:18:54that's That's exactly what I want to

0:18:56talk about. Um

0:18:58Everybody's like,

0:19:00"How can I find my Sam?" I'm like, "I

0:19:01don't know." Yeah. Um

0:19:05uh

0:19:07You can either buy it or build it. You

0:19:09either spend 6 years, or you

0:19:11hire somebody that's already working at

0:19:13somebody's personal brand company.

0:19:14That's what I tell people, right? On

0:19:16topic selection,

0:19:18cuz I'm assuming everybody in this room

0:19:19is building a personal brand, right? You

0:19:21guys aren't here to build a business

0:19:23brand, and I can make the argument for

0:19:24why you want to build a personal brand.

0:19:27But a personal brand is what it it's

0:19:28personal, right? And it's personal to

0:19:30you. So, I would just sit down, just

0:19:31like Dan did, and write out everything

0:19:34that makes you unique. And we call this

0:19:36unique perspectives, right? So,

0:19:38Dan likes

0:19:40intensity, adventure, um

0:19:43really deep conversation, deep,

0:19:44meaningful conversations. He he [ __ ]

0:19:46hates small talk, right? Um he loves his

0:19:49family. He loves to spend time with his

0:19:51kids. He loves

0:19:52um spending time with entrepreneurs. He

0:19:54loves spending time with young

0:19:55entrepreneurs, right? He

0:19:59loves peanut butter. That's his

0:20:00kryptonite, right?

0:20:02But you have to put it like put all this

0:20:04out on a piece of paper and ask yourself

0:20:05like how how can I craft this into cuz a

0:20:08personal brand isn't

0:20:09like it's it's not a list of things.

0:20:13It's a mosaic, right? It's your you're

0:20:14crafting an image and a blend of

0:20:17different

0:20:18That's uh different tastes and touch

0:20:20that's unique to you. It's unique to

0:20:21you. It's a personal brand. It's very

0:20:23very personal.

0:20:24Um and then from there

0:20:26we can talk about uh what you guys work

0:20:28on in in the lead, which is your offer,

0:20:31which is what are you What's the number

0:20:33one thing that you know that you can

0:20:35crush

0:20:36for other people and you can

0:20:3810x their business, personal life, etc.,

0:20:41dating life, right? Like Cavita.

0:20:43That is your your unique

0:20:45um that's like your number one thing.

0:20:46For Dan, it's business, right?

0:20:48And then segment that into a thousand

0:20:51different pieces, right? And for us, we

0:20:52have four major ones, right? Which is

0:20:55mindset, business, fitness,

0:20:58relationships.

0:21:00And although business is our number one

0:21:02and we make most of our content about

0:21:03business, we know that if we talk about

0:21:05mindset, relationships, and fitness,

0:21:08even our business clients

0:21:09are going to get attracted to us because

0:21:12of that cuz there's a lot of

0:21:13billionaires out there that have shitty

0:21:15family situations, right? Elon Musk has

0:21:17how many kids? 12? I don't know. He has

0:21:20a bunch of kids with a bunch of

0:21:21different Like I'm not taking

0:21:22relationship advice from him, right?

0:21:24Yeah. But Dan has a beautiful family and

0:21:27and he's been married for how whatever

0:21:29how many years

0:21:31and we used to not shine light on that.

0:21:33Like he used to be the the SAS guy and

0:21:34we never showed his kids. We never

0:21:36showed his wife, right?

0:21:38And he got ripped

0:21:40like jacked and we never showed that.

0:21:43I was confused why like and then we

0:21:45looked at it we looked at our like how

0:21:47do we want to perceive like how do we

0:21:49want Dan to be perceived in in the

0:21:50marketplace

0:21:51and it's a 100% those four things:

0:21:53mindset, fitness, relationships, and

0:21:56business. And as long as we hit those

0:21:57four,

0:21:59then I'll tell you guys this is how you

0:22:00create a content engine that doesn't

0:22:02suck cuz a lot of people when they find

0:22:04those four,

0:22:05they constrain their themselves to make

0:22:07like 25% of content has to be this, 25%

0:22:10has to be this, 25 You know what I mean?

0:22:12And it's like it feels heavy. It feels

0:22:14like it it's restricting your creative

0:22:15process.

0:22:17So what we do is we only track backwards

0:22:20and then we adjust.

0:22:21So I'll we'll never hit like we have a

0:22:24ratio that we need to hit. We'll never

0:22:25hit it exactly, but we're very very

0:22:27close because I'm constantly looking at

0:22:30the week before and I'm like, "Hey, you

0:22:31know, this last week we did 65% business

0:22:33content. We're supposed to We're

0:22:35supposed to make 60 or we did 70%

0:22:37business content. We're supposed to make

0:22:3860.

0:22:39Um let's dial back on the on the

0:22:41business content a little bit and just

0:22:43do more relationship content." And then

0:22:44we we hit it like almost to the dot most

0:22:47of the time, but I'm never like

0:22:49restricting my my creatives or my

0:22:50editors to like, "Oh, you need to like

0:22:53every individual person has to make like

0:22:553% fitness content, 5% relationship

0:22:57content, 10% business content" cuz then

0:22:59it's not it's not fun anymore, right?

0:23:02Um and same thing for Dan, right? I

0:23:04won't

0:23:05Let's say we sit down to shoot at reals.

0:23:07I'll maybe, you know, do a couple

0:23:10business questions, do a couple fit

0:23:11mindset questions, do a couple

0:23:12relationship questions.

0:23:14And I know like I'm going to double

0:23:16click on whatever he feels most

0:23:17passionate about in that moment

0:23:19regardless of my content plan. And I

0:23:21think that's what a lot of people have

0:23:22to double click on. So find find your

0:23:24zone like and double down and keep going

0:23:27and create the containers.

0:23:29So then how like for me

0:23:32sometimes I'm like not even aware of

0:23:33what like is interesting about me,

0:23:35right? Or like what other people might

0:23:37find interesting about me.

0:23:37Yeah. Right? And so like I don't know if

0:23:40that's a common problem for people, but

0:23:41there's that and then there's also the

0:23:43like I've been sober for 7 years, right?

0:23:46And Dan tells his story about that. But

0:23:48there's still like this disconnect of

0:23:49like how do I connect that to

0:23:52buying hotels?

0:23:53Yeah. Yeah. Yeah, how do I connect my

0:23:55sobriety to buying hotels? Exactly.

0:23:58How do I do that, Sam?

0:24:00That's a deep meaningful question. Um

0:24:03I think people like

0:24:06I grew up in addiction, right? Not a lot

0:24:08of people know that. I was a drug

0:24:09addict.

0:24:11Got sober in 2019. I was

0:24:14uh 18 at the time and that's 2 years

0:24:17like I was working for Dan while being

0:24:18in

0:24:19You know what I mean? Mhm. And

0:24:22Dan's 100% reason why I like did that

0:24:24for myself.

0:24:26And it's because he shared his story

0:24:27publicly

0:24:29that I was able to overcome that

0:24:31addiction, right?

0:24:33And I'd say like for you,

0:24:35those people, your team,

0:24:38your clients,

0:24:40even your

0:24:41client's team are going to gravitate

0:24:43towards you the more you share of

0:24:44yourself. Yeah, how do you connect

0:24:46sobriety to buying hotels? Yeah. I mean

0:24:49Travis I was talking to Travis earlier

0:24:52like right when we

0:24:53um

0:24:54break and he had a really good point is

0:24:55you don't

0:24:57right? And I believe that like you you

0:24:59don't have to. It And and the truth is

0:25:01is the more

0:25:03you do the reps

0:25:05and you start creating and you just

0:25:07share of yourself,

0:25:09the dots will connect.

0:25:11They only connect backwards.

0:25:14And that's what I've what I've realized

0:25:15with Dan too is is um like we do all

0:25:17this work, we get all these results,

0:25:20and it doesn't make sense in the moment.

0:25:21It's like, "Why did this happen? Why did

0:25:24that happen? Why did this person call us

0:25:25at this point?"

0:25:27And we look back and we're like, "Oh my

0:25:29god, that experience led to this

0:25:31experience led me to hire Nick, which

0:25:33led to us getting a million views on

0:25:35YouTube because he's a [ __ ] killer

0:25:36editor,

0:25:37which got us

0:25:39a a fitness like a person in the fitness

0:25:41program,

0:25:42which got us an opportunity to go on a

0:25:44catamaran in the BVI's, right? Which

0:25:48we met a person that So it only connects

0:25:50backwards.

0:25:51So I'd say just share more of yourself

0:25:53and and and as you share, you know, your

0:25:57sobriety and your journey,

0:25:59that will connect with those people that

0:26:00are in the hotel industry and you'll

0:26:02meet somebody that you would have never

0:26:03met if you held that back, right?

0:26:06Yeah, and actually I think back to when

0:26:08I I remember when I started following

0:26:09Dan. Uh

0:26:11I was burned out, you know, the classic

0:26:13elite entrepreneur story, right? We're

0:26:15all

0:26:16We're all burned out. We're all stuck,

0:26:17whatever. But it was the video of him on

0:26:19the sidewalk talking about when his

0:26:22fiance left him, the story of him coming

0:26:25home late and her putting the ring on

0:26:26the counter and and leaving, right? Cuz

0:26:29I was overworked. I didn't feel like I

0:26:30was doing a good job as a husband, as a

0:26:32leader, a provider, like all that stuff.

0:26:34And I remember that's when I That was

0:26:36the video that I started following Dan

0:26:38on. It wasn't like, "Yeah, top five ways

0:26:40to make a bunch of money." It was, "My

0:26:42fiance left me because I was working too

0:26:44much."

0:26:45Pain. Pain. Yeah. Pain. Yeah. Yeah. And

0:26:48we I think I'm going to talk about this

0:26:50tomorrow too

0:26:51at the summit. But if you if you can

0:26:52describe your ideal customer, your your

0:26:55client's pain

0:26:57with more accuracy than they can

0:26:58describe it for themselves,

0:27:00you've got them in a choke hold

0:27:03metaphorically, right?

0:27:05Like they're they're there whatever you

0:27:07tell them. And I know that for myself

0:27:09cuz when I hurt my back the first time

0:27:11like I just hurt my back again, but the

0:27:12first time I hurt it,

0:27:15I went on Instagram and I searched back

0:27:18pain, right? And I clicked on an

0:27:20account.

0:27:21And it was this guy backability guy or

0:27:25backability, lower backability. Yeah.

0:27:28And he says,

0:27:30"You just tore your your

0:27:34You just had a bulging disc because

0:27:35you're tight here, cuz you're weak here,

0:27:38cuz you're tight here, and you're weak

0:27:40here."

0:27:40And I went like this.

0:27:42Holy [ __ ]

0:27:45I bought his course like within 5

0:27:47minutes and I've gotten a ton of value

0:27:49from from his program. And it's cuz he

0:27:51could describe my pain more accurately

0:27:53than I like I didn't know I was weak

0:27:54here, but if when I test it,

0:27:57I feel I'm weak there. Like I I

0:27:58literally feel it.

0:28:00So for you, when Dan said that and

0:28:02shared that story, he was talking about

0:28:05your pain. Maybe it was a fear of of

0:28:08what you saw could happen in the future

0:28:11if you kept going down this path more

0:28:12accurately than you could even explain

0:28:14it for yourself.

0:28:16So then how do we describe that while

0:28:17still feeling authentic to ourselves?

0:28:20Yeah.

0:28:21I mean I

0:28:22I believe like you just have to walk the

0:28:23walk. Like I wouldn't be speaking on on

0:28:25a podcast about anything that I didn't

0:28:27know anything about. If I didn't have 7

0:28:29years in in the field of doing the

0:28:30thing, I wouldn't be qualified to talk

0:28:32about this, right? And I'm not saying

0:28:33you need X amount of years, but at least

0:28:35you need the reps, right? So

0:28:37for people like what what problem do you

0:28:39help people with buying those hotels?

0:28:41Like is it Yeah, basically for

0:28:43investors, it's they don't have any time

0:28:45to go invest their money in real estate.

0:28:47They're too tied up in their careers,

0:28:49their families, their travel, whatever

0:28:51it is. I'll talk about that. Yeah. Like

0:28:52I used to

0:28:54have zero time

0:28:56to invest and I would just spend all

0:28:57this time working and I had all this

0:28:58cash sitting in my bank account just

0:29:01getting ripped up by inflation

0:29:04and Trump's tariffs and

0:29:08and I I never I was never able to invest

0:29:11and make money. Like just talk about

0:29:13that pain and then you'll connect. Yeah,

0:29:14and then there's also the benefits of

0:29:16the specific asset of hotels and the

0:29:18also the

0:29:20it's a it's a pretty thing to to buy,

0:29:21right? A boutique hotel versus a

0:29:23industrial plant or something. So

0:29:25Yeah, maybe it's that. Maybe like Did

0:29:27you buy industrial plants before or do

0:29:28you know people No, I just know that

0:29:29like if you're if you're someone with

0:29:30money and you're wanting to invest,

0:29:32you're looking at all these different

0:29:33commercial assets and why would you go

0:29:35boutique hotel versus Airbnb versus

0:29:37storage versus yeah, so So I met this

0:29:39guy bought a bunch of storage units and

0:29:41he was bored out of his out of his mind.

0:29:43You know what I mean? Cuz he just had a

0:29:44bunch of storage units and he could

0:29:45never like stay in it, show people like

0:29:48hey I've got these

0:29:49a a thousand storage units in Milwaukee.

0:29:52You want to come see them? Hell no.

0:29:54Yeah.

0:29:55Yeah, the other thing I learned when

0:29:57talking to people like as a like talk to

0:30:00more people with money, they want a

0:30:01trophy asset too. Yeah. They want

0:30:04something that they can point to and say

0:30:06I own that, yeah, right? And so I think

0:30:08boutique hotels and hotels and different

0:30:09types of assets are are that as well.

0:30:11Yeah, cuz you can show them to your

0:30:12friends, yeah. That's right, yeah.

0:30:13very physical. Yeah, go get the oil.

0:30:15Yeah. Heck yeah. Yeah.

0:30:17Uh how many videos do you guys post a

0:30:19week?

0:30:20I mean

0:30:23you're making me do math, a lot. I'd say

0:30:26a week probably over

0:30:2950 to 100, I don't know, depending on if

0:30:32we count all platforms, yeah.

0:30:34And so how do we as regular people

0:30:37compete with

0:30:40the Dan Martells and the Sams of the

0:30:41world, yeah?

0:30:42you don't, you scale slowly. Like when

0:30:43we started

0:30:45I don't even think we posted on on

0:30:47Facebook and and um no, we definitely

0:30:49posted on TikTok. We didn't post on on

0:30:51Facebook

0:30:53except for like odd videos here and

0:30:55there.

0:30:56But you don't, you just pick one

0:30:58platform and that's what I recommend

0:31:01most people do and that's the biggest

0:31:03pain that when I talk to

0:31:04people that want to start making

0:31:05content, they're like what should I

0:31:07start doing? YouTube videos, short form

0:31:09content? I'll just share what we did, we

0:31:11just went all in on Instagram Reels.

0:31:13And

0:31:15we we used TikTok to test, right? You

0:31:17guys know this, the split test AB

0:31:20we change the hook a little bit,

0:31:21whatever performs best on TikTok, we

0:31:23just throw it on Instagram and most of

0:31:24the time it performs really well.

0:31:26And I'd say you just start there, just

0:31:28pick your testing platform, which is

0:31:31could be your Twitter, it could be your

0:31:32TikTok, could be

0:31:33whatever whatever doesn't punish volume

0:31:35cuz it like YouTube 100% punishes volume

0:31:39um Instagram kind of, TikTok doesn't,

0:31:42Twitter doesn't, you can post

0:31:44[ __ ] I've seen people post 100 tweets in

0:31:46a day, doesn't impact performance,

0:31:48right?

0:31:49You just want to find a platform that

0:31:50you can test on and then find a your

0:31:52primary platform, which I'm I recommend

0:31:54Instagram, it's got the best magic

0:31:56messaging platform especially when you

0:31:57want to monetize

0:31:59and you just pick that one platform and

0:32:00go all in.

0:32:02So let's talk about monetization and

0:32:03selling and making money because we're

0:32:05at the social selling summit, right?

0:32:07It's not just creating the content, it's

0:32:09monetizing it.

0:32:10Yeah. And so how much does Dan make on

0:32:15content from content? Yeah, I mean

0:32:18direct revenue we make over 24 million a

0:32:20year.

0:32:21But that's discounting

0:32:24the

0:32:25value of building the brand. We could

0:32:28make zero dollars

0:32:30and still do this like we'll still do

0:32:31this, you know what I mean? We made zero

0:32:33dollars for a long time. Yeah. We still

0:32:35did it.

0:32:37Okay, so why though?

0:32:40I mean I I'm I can sit here and try to

0:32:42sell personal brand but on the other

0:32:43side of you building your personal

0:32:45brand, there will there will be 100% of

0:32:47the time opportunities that show up in

0:32:49your life that weren't there before,

0:32:50people that want to collaborate with

0:32:51you, people want to people talk about

0:32:53you, right?

0:32:55And what I've seen show up in Dan's life

0:32:58over the past 24 months just from

0:33:00building this personal brand asset,

0:33:02right? Cuz it is an asset just like

0:33:03buying a hotel

0:33:05has been

0:33:07not even something that somebody could

0:33:08buy,

0:33:09right? Things that money can't buy,

0:33:11getting invites to opportunities or

0:33:12events

0:33:14and collaborations with people, going on

0:33:15people's podcasts that you can't even

0:33:17pay to get on those podcasts but they

0:33:19invite you to be there.

0:33:21And I think that's the most valuable

0:33:24like people want what do they want? They

0:33:26want recognition

0:33:28and money, right?

0:33:30And most of you guys in this room have

0:33:31figured out the money side.

0:33:34Personal brand is recognition and you

0:33:36can scale it as high as you want.

0:33:38Okay, and so then how do you tie

0:33:40the sales side to the content side?

0:33:43Because I I don't I've seen some of the

0:33:44inner workings of stuff. And really like

0:33:47this is Dan's a sales engine, like what

0:33:49you guys do is really a sales engine.

0:33:50Yeah, 100%.

0:33:52Um

0:33:54yeah, and

0:33:57we're very blessed to be able to make a

0:34:00lot of money on social media. I don't I

0:34:02think it's something that's very unique

0:34:04and to people in Dan's world and Dan

0:34:05himself cuz we figured out a way to do

0:34:07it that doesn't diminish a brand,

0:34:09which is add value first, right? And

0:34:12Gary talked about this, jab jab right

0:34:13hook, like we're jabbing people all day

0:34:15long, 15, 20 jabs in a row and then we

0:34:17do the right hook.

0:34:19And even when we do the right hook, you

0:34:20guys have got this message, right? Like

0:34:21are you here for the content or

0:34:24are you here for the vids or want to

0:34:26grow your business, right? And if they

0:34:27say the vids, we just send them more

0:34:29vids, right? We just support them.

0:34:31Um so even in your right hooks, you have

0:34:33to be very jabby, it'd be like here's

0:34:34here's some more value.

0:34:36Cuz at the end of the day like we're our

0:34:37marketing will help more people than our

0:34:38product ever will cuz not everyone can

0:34:40afford to work with Dan, that's just the

0:34:42truth, right? And I think a lot of you

0:34:44guys should strive for that where you

0:34:46make marketing content that's so good

0:34:48that people don't even have to pay you a

0:34:50dollar but you have you've had massive

0:34:52upside impact in their life.

0:34:54So how do you how do you build that

0:34:56sales engine? It's it starts from the

0:34:58content. And we talked about those four

0:35:00buckets but our business content

0:35:02most of it is 100% positioning content

0:35:05for our programs.

0:35:07And people like they'll say like oh so

0:35:09you're not giving value? No, we're 100%

0:35:11giving the best value

0:35:13but it's positioning content positioning

0:35:15Dan as a unique expert in the business

0:35:17field so that when they think about

0:35:19working with Dan

0:35:21it's already sold, right? We're pre like

0:35:23our sales people are just taking orders,

0:35:24they're not selling, right? They call

0:35:26them sales like they call them revenue

0:35:27team.

0:35:29They're they're taking orders

0:35:30essentially cuz we've all the

0:35:31marketing's all all the work's been done

0:35:33on the front end of nurturing these

0:35:34leads where they come in and they're

0:35:36like I already know all of Dan's story

0:35:39and what he believes and how he scales

0:35:41businesses and the replacement ladder,

0:35:43the buyback loop, everything in the

0:35:44book.

0:35:45I just need some help implement

0:35:46implementing, right? I just need the

0:35:48implementation, right?

0:35:50Um

0:35:51so that's been the biggest biggest thing

0:35:53for us is just

0:35:54doing all the work on the front end,

0:35:56make your content great

0:35:58and help more people than your product

0:36:00ever will and if they want to lean in

0:36:01and and buy your product

0:36:03they get more value.

0:36:05And so what are some of the things that

0:36:07like if someone's at a thousand, two

0:36:08thousand followers

0:36:10maybe they have a podcast

0:36:12that they're

0:36:16maybe they're looking at you. What would

0:36:17you what would you recommend they do to

0:36:18to grow their account to 50, 100,000

0:36:20followers? Yeah.

0:36:22I think

0:36:26Caleb Rawlston

0:36:27uh

0:36:29somebody that you guys probably know,

0:36:30he's worked on, you know, Gary Vee's

0:36:31brand, the Hormozis brands.

0:36:34Um he's somebody that I respect a lot in

0:36:36the game and he's helped me a lot with

0:36:38with content. He talks about quality and

0:36:40quantity.

0:36:42And he his he's famous for saying

0:36:44you don't even know what quality is

0:36:46until you do quantity, right?

0:36:49And I I resonate with that cuz I thought

0:36:51we were like oh we're doing less but

0:36:52more

0:36:54like we're doing less volume but we're

0:36:55doing better quality but I don't even

0:36:57know what better quality means until I

0:36:59do volume.

0:37:00So I would recommend if you're at 2,000

0:37:03followers and you're sitting right in

0:37:04front of me and looking at me

0:37:07is to do volume first

0:37:09and try to increase quality as you do

0:37:11volume. So have a quota

0:37:13if it's one a day or two a day that you

0:37:15commit to

0:37:16and all you do is make every single

0:37:18video better cuz this is the number one

0:37:20mistake that I see most content creators

0:37:22make

0:37:23is they don't pay attention to the

0:37:24numbers.

0:37:26I can tell you

0:37:29maybe not today cuz I didn't check

0:37:30every single day I check

0:37:33Dan's Instagram Reels and I can tell you

0:37:35how many followers came from every

0:37:36single Reel cuz I care that much. I'm in

0:37:38the weeds.

0:37:39And I bet I bet you Dan does the same.

0:37:43Pay attention to the numbers cuz that

0:37:44will tell you what videos perform or

0:37:45not. We have a spreadsheet.

0:37:48500 How many posts? How many Reels have

0:37:50we posted historically? 12 12

0:37:521200? Maybe 1300?

0:37:551200 Reels in a spreadsheet, right?

0:37:59Views, followers from the Reel cuz they

0:38:01can track it now.

0:38:03And we sort it, we don't sort it by

0:38:04views, we sort it by followers from the

0:38:06Reel cuz that means that people got

0:38:07value from your content and they wanted

0:38:09to hear more.

0:38:10So all the videos at the top of that

0:38:12spreadsheet

0:38:13are telling us people love like just

0:38:16like that that

0:38:17uh video that you watched with the

0:38:18fiance leaving

0:38:20you

0:38:21resonated with Dan's content, you

0:38:22clicked follow because you resonated

0:38:24with Dan's content. All those videos are

0:38:25telling us hey, when when people watch

0:38:27these videos, they want more of Dan's

0:38:29content,

0:38:30right? So I would do that for you. I

0:38:32would post every day, get a quota, one a

0:38:35day, two a day, whatever it is,

0:38:37make better content every day, pay

0:38:38attention to the numbers,

0:38:41after seven days, have your assistant or

0:38:43whatever pull those videos metrics with

0:38:46the follower amount, put it in the

0:38:47spreadsheet, sort it by followers, after

0:38:50six months you'll have enough data to

0:38:52make decisions

0:38:53and it's I would only create those

0:38:55videos

0:38:56at the top. You can obviously and we

0:38:58call this the and this is another Caleb

0:39:00Rawlston

0:39:02framework but we call this the 70 20 10.

0:39:0470% of your content should be the

0:39:06content that performs, that you know is

0:39:07going to hit cuz we're in a world of

0:39:09performance, we're not here to make art,

0:39:12right? And I I I [ __ ] love my artist

0:39:14friends.

0:39:15Sometimes I'll hire them, sometimes I

0:39:16regret hiring them, sometimes they they

0:39:19uh sometimes they adapt. Most like

0:39:21sometimes they're like oh I I I like

0:39:22winning too, so they

0:39:25do stuff that actually performs.

0:39:27Um so 70% of your content should be [ __ ]

0:39:29that actually works, right? That you

0:39:31know works, that is tested true

0:39:33that you know is going to perform. 20%

0:39:35you look at the 70%

0:39:37you make an assumption. Oh, I think

0:39:39because Dan talked about his fiance in

0:39:42this way and he started this story this

0:39:45way.

0:39:46I think that's the reason it performed.

0:39:48Try to take that principle, maybe it's

0:39:50emotional connection, right? And apply

0:39:53it to another piece of content.

0:39:56That's your 20%, right? And you're

0:39:58taking those shots on goal. A lot of our

0:40:0020% content is content that eventually

0:40:03performs because

0:40:06it's a principle that we've extracted

0:40:07from the content, right?

0:40:09And what that So, 70 + 20, I'm not good

0:40:12at math, but I think that's 90.

0:40:14Um that 90%

0:40:17what the problem with that 90% is it's

0:40:19it's only going to hit whatever's in

0:40:21your box of thinking, right? Your brand

0:40:23box, which is like this is what our

0:40:25constraints are.

0:40:27The missing 10%, which is what I tell

0:40:30every one of my editors to do on a

0:40:32Friday when they've got maximum

0:40:34creativity

0:40:35is

0:40:37do [ __ ] that I've never seen before.

0:40:40Try stuff, right? And I don't care if it

0:40:42doesn't perform.

0:40:43I just want us to try.

0:40:45And Dan pushes me in this realm the

0:40:47most. He's like, I want to try new [ __ ]

0:40:48I want to try new shots on goal because

0:40:50it's only those 10% shots on goal that

0:40:52you get outside that box of thinking

0:40:54that you're like, "Hey, what if we took

0:40:58a tweet

0:40:59and you guys you're getting

0:41:01uh first view at this.

0:41:04What if we took a tweet and we put it on

0:41:06a video of Dan talking about the tweet?

0:41:09But he's not reading it. It's just

0:41:10there, right? So, we did that.

0:41:12We'll see if it performs, but

0:41:14that 10% is is has been for us in the

0:41:18last like 3 months game-changer because

0:41:21it it makes my and this is the biggest

0:41:24problem with

0:41:25most creative people and you guys are

0:41:26going to face that when you when you

0:41:27start hiring a lot of video editors is

0:41:29is burnout, right? It's it's lack of

0:41:33drive or

0:41:35excitement for the job. That 10% lights

0:41:37up creativity in my editors cuz they

0:41:39know they have no boundaries. I'm not

0:41:41going to tell them that they Oh, we have

0:41:43to do this because it performs. No,

0:41:44dude, have fun.

0:41:46And I think that 70 20 10 rule is going

0:41:48to be what if you want to make your

0:41:50content perform at scale, you have to do

0:41:51that.

0:41:52Okay, so then

0:41:54we have businesses to run, Sam.

0:41:58How do we

0:41:59how do we do this and run our business?

0:42:01Yeah.

0:42:03I mean, yeah, if I'm assuming you guys

0:42:05have a successful business where you

0:42:07could hire somebody that could take some

0:42:08of this these responsibilities off of

0:42:10you and um

0:42:12and that's what Dan did. Like Dan never

0:42:16I No, he never Dan never edited a video

0:42:19ever.

0:42:20Like

0:42:21never, right? He always had someone

0:42:23doing it and it's because he saw the

0:42:25value in it. So,

0:42:27I definitely think you have to go find a

0:42:28partner, somebody you can

0:42:31build with that you can build somebody

0:42:34into a person

0:42:36and offload most of those

0:42:37responsibilities, right? Like I'm not

0:42:39even even for me, I'm not putting those

0:42:41numbers in the spreadsheet, right? My

0:42:43assistant is.

0:42:44Um

0:42:45and I think as you scale, you just have

0:42:47to do what Dan teaches, which is buy

0:42:48back your time, right?

0:42:49Yeah, it's a buyback principle, right?

0:42:51Yeah. And so, how much time of Dan's is

0:42:53spent on content versus Yeah.

0:42:56business versus other So, you guys are

0:42:57getting first look here, too, cuz

0:42:59historically he's only spent 3 hours a

0:43:01week.

0:43:02And recently

0:43:04we sat down and we looked at all the

0:43:06opportunities in in

0:43:08what we have

0:43:09and he's committing to spending more

0:43:12time on content. I don't know what that

0:43:14number is yet, but like we went from 3

0:43:16hours a week to last week we probably

0:43:18did over 6 hours of content.

0:43:21And we 100% think that it's a good bet

0:43:23and yeah, I think if you're starting

0:43:26content and you're seeing some success,

0:43:27I would double down.

0:43:29Yeah. Cuz that like

0:43:31this is

0:43:33if I have to sell you guys even more on

0:43:35content creation,

0:43:38I'd just share this.

0:43:43The first wave

0:43:45was the operating systems, right?

0:43:47Microsoft, Apple, Google, they all got

0:43:49rich.

0:43:51Why did they get rich? Cuz they they

0:43:53brought billions of users

0:43:55to their their operating systems to

0:43:57start using them, right? And they made

0:43:59trillions of dollars in

0:44:01Silicon Valley started, right? That's

0:44:02how it started.

0:44:04Then

0:44:06we get the apps, platforms, Facebook,

0:44:08TikTok,

0:44:09Instagram, Snapchat.

0:44:12And tho- those were

0:44:15trillions of dollars worth of enterprise

0:44:17value created from nothing, right? Off

0:44:19the back

0:44:20of

0:44:21these operating systems.

0:44:23And what I see happening today, and

0:44:25Chamath talks about this, the

0:44:27ex

0:44:28employee of Facebook, is that now

0:44:31we're seeing

0:44:35creators

0:44:36be that next atomic unit. So, if like

0:44:38operating systems was

0:44:40an atomic unit and then platforms or

0:44:42apps was an atomic unit, creators are

0:44:44the next one

0:44:46because they're bringing billions and

0:44:47billions of users and billions and

0:44:49trillions of revenue

0:44:52to those platforms, to those apps.

0:44:54If you take like Mr. Beast, let's say we

0:44:57take all the influencers together, how

0:44:58many users do you think they're bringing

0:45:02to those apps and platforms?

0:45:05Just like the apps and platforms are

0:45:06bringing users to those operating

0:45:07systems.

0:45:09Spotify paid Joe Rogan a hundred million

0:45:12dollars to switch apps.

0:45:14Like cut all your other ties with any

0:45:17and it said then switch, but like they

0:45:18see the value in it before anybody else

0:45:20did.

0:45:21So, if I was somebody that, you know,

0:45:23was starting in

0:45:25content creation today, I would double

0:45:26down on being a creator.

0:45:28And like I don't think it needs to be

0:45:30sold even more cuz everybody's going in

0:45:31right now.

0:45:32Yeah, and then even in my business in

0:45:34the hotel business,

0:45:36there's this idea and will likely be

0:45:38true that you will book your hotels

0:45:41through Instagram. Yeah. That's a

0:45:43People already do. People already do.

0:45:44Yeah. That's the primary booking

0:45:45channel. You're not going to go to

0:45:45Expedia, you're not going to go

0:45:48uh to Google Travel or whatever. You're

0:45:49not going to search on Google anymore,

0:45:50either. If you go talk to Gen Z, this is

0:45:52for everyone in the audience, too. If

0:45:53you go talk to Gen Z and even some

0:45:54millennials,

0:45:56when they search for travel for

0:45:57anything, they go to TikTok first. 100%.

0:45:59100%. Yeah, we went to Bali and my

0:46:01girlfriend's like, "I want to find cool

0:46:02stuff to do in Bali." She searched

0:46:04Canggu on TikTok. She just watched

0:46:06TikToks for like 20 minutes trying to

0:46:08figure out what to do.

0:46:09Yeah, and you find see the dish and all

0:46:10that. It's it's how people communicate,

0:46:12consume, learn, all of it. It's it's

0:46:15normal. And so then I think

0:46:18this is true for me and I think it's

0:46:20true for a lot of people.

0:46:22How do we get over the fear

0:46:24and the discomfort of being on camera?

0:46:27Yeah. Yeah.

0:46:28I mean, I struggle with it. I'm not a

0:46:29natural. I'm an introvert, right? I sit

0:46:31there, I edit videos. I don't like being

0:46:33on camera. I like being behind it.

0:46:35I'd say just do the reps. Like I I I

0:46:38remember I was sitting there in an

0:46:39airport with one of Dan's uh really

0:46:42close friends, Monta. He's a internet

0:46:44personality in the French world.

0:46:46And um he's talking to me

0:46:49um in French, so I'll translate for you

0:46:51guys.

0:46:51But he was he said something like um

0:46:55like why don't you share more of

0:46:56yourself?

0:46:57And I'm like, "Oh, I don't know. I don't

0:46:59know if I'm I'm

0:47:01I don't know if I'm interesting enough

0:47:02yet." Like come on, yet, you know what I

0:47:04mean? Like I don't know if I'm

0:47:05successful enough yet.

0:47:08And he said

0:47:11"Do you think

0:47:12you'll create content in the future?"

0:47:14I'm like, "100%." He's like, "Why don't

0:47:16you start recording yourself now so you

0:47:18can actually get good

0:47:20at being on camera?"

0:47:22And I'm like, "Well, you know, I'm not I

0:47:24don't" And he's like, "You don't have to

0:47:25post it.

0:47:27You just keep it on your camera roll."

0:47:31I've never like I never thought about

0:47:33that. I never thought that I could just

0:47:34talk to my camera

0:47:36and never post it. Mhm.

0:47:39And I'm saying I'm not saying you guys

0:47:40you guys should all post, but at my

0:47:43Yeah.

0:47:44at my

0:47:45this was

0:47:474 years ago.

0:47:49In that situ- like in in my personal

0:47:51situation in my life, I didn't feel

0:47:52comfortable posting. So, I every day

0:47:55I picked up my phone and I recorded

0:47:56myself and you I can go on my camera

0:47:58roll today and I'll find a year and a

0:48:01half of me talking to my phone and I

0:48:03[ __ ] sucked at the start.

0:48:05And after a year and a half, I got a lot

0:48:07better at articulating myself. And guess

0:48:09what? Through that was able to be better

0:48:12in meetings with teams.

0:48:13Through that was able to talk to clients

0:48:15better.

0:48:16Through that was able to um like

0:48:19tomorrow I'll be speaking on stage.

0:48:20Never in my life would I have [ __ ]

0:48:22hopped on a stage mumbling my words

0:48:25without doing that work. So, I'd say

0:48:27like just do the reps. Yeah. Yeah, I've

0:48:30seen an improvement, honestly. Like we

0:48:32all loved you before, but I can see it

0:48:33even now.

0:48:35Yeah, and I like

0:48:37the thing that changed for me

0:48:39honestly was the three stories a day

0:48:41from Dan's daily non-negotiables, the

0:48:43three stories a day are what changed

0:48:45everything because you just talk, you

0:48:48face the camera, you say what you need

0:48:50to say. You have to think like, "Oh

0:48:51yeah, what am I trying to say?" And then

0:48:53you say it.

0:48:54You can do a minute, you can do 30

0:48:56seconds, whatever. That was the first

0:48:57step that really changed my ability to

0:48:59speak to the camera. And then

0:49:00Thank you. when I decided to do the

0:49:01podcast, I've told the story before, but

0:49:03when I decided to do the podcast, I

0:49:04bought all this equipment, I spent a

0:49:06bunch of money, and even that is a

0:49:08little bit of an excuse

0:49:10to fail or to not succeed is oh, I need

0:49:13the equipment, I need all this stuff.

0:49:14But I did want to go pro and I wanted

0:49:15it, but I could have just used my phone.

0:49:18I could have just bought the these

0:49:19little mics that sound good. Mhm.

0:49:21But I got all the equipment, I had it

0:49:23set up, my wife and I built the studio

0:49:24in our house.

0:49:26And my wife was gone for the weekend. I

0:49:28had everything set up. Everything set

0:49:30up. There was no more excuses.

0:49:33And I spent 2 days agonizing, literally

0:49:36agonizing, laying on the floor like

0:49:39yeah.

0:49:41It was bad. It was real bad. And then I

0:49:44finally turned it on. I sat and I just

0:49:46looked at the camera for like a minute

0:49:48and then I started talking and I got one

0:49:49episode out. And then the next day I

0:49:51filmed five episodes. Heck yeah. Cuz I

0:49:53was so into it. I loved it so much. I

0:49:57feel great about doing this and I'm

0:49:58really excited about growing. And so,

0:49:59why don't we go to the audience now for

0:50:02some Q&A?

0:50:04I have some from people, but I think I'd

0:50:07love it if anyone wanted to start and I

0:50:09will

0:50:10give you, whoever wants to ask a

0:50:12question, I will give you a mic. John

0:50:14there. Here.

0:50:16There you go. Just

0:50:18Hi Sam. Great great interview. So,

0:50:20question that you mentioned and "Steal

0:50:23Like an Artist" and "Great Content", can

0:50:24you expand

0:50:26on it? Yeah.

0:50:27There's a great book about that. Forget

0:50:29the author.

0:50:30Um Yeah, Austin Kleon. Okay. Thanks.

0:50:34Um

0:50:38I think a lot of people blindly copy and

0:50:39they don't try to innovate.

0:50:41You steal like an artist, you're trying

0:50:42to make it better.

0:50:43You're not just taking what works.

0:50:45And that's what I encourage my team to

0:50:48do and that's what I do myself. If I see

0:50:49something

0:50:51a hook on a YouTube video or

0:50:54a thumbnail or

0:50:56even a short-form piece of content, a

0:50:58tweet

0:51:00and it worked, it blew up, right? How

0:51:02can you take

0:51:04that

0:51:06and make it your own, make it like make

0:51:08it better?

0:51:09And I do that for Dan

0:51:11all the time.

0:51:12Where we see these like cuz

0:51:14at the top it it's very small. There's

0:51:17five or six big influencers, right? And

0:51:19they're all copying each other. And you

0:51:21can tell who's taking inspiration from

0:51:22other people.

0:51:24What I want is when somebody else's team

0:51:26sees our [ __ ]

0:51:27and they see that it got inspired from

0:51:30their [ __ ]

0:51:31they're like, oh, they made it better

0:51:34with their own spin. So, for me, and I

0:51:37don't like the book talks about

0:51:38different ideas. For me, "Steal Like an

0:51:41Artist" is innovating. It's making it

0:51:43better. Cuz if if you're just blindly

0:51:45copying what other other people are

0:51:46doing, it's lazy and yeah, it doesn't it

0:51:48leaves a bad taste in most people's

0:51:49you make it authentic to yourself is

0:51:50really what you want to say.

0:51:50Exactly. Is there Is there someone that

0:51:52you've noticed that took some of Dan's

0:51:53stuff and made it better?

0:51:57You? No.

0:51:59No, no, no, no, no. Let's say no, no,

0:52:00no. No, I

0:52:02Honestly, not a ton. Yeah. Not a ton.

0:52:05Yeah.

0:52:06Cool.

0:52:08Milly had Oh, oh, Anthony's got one.

0:52:10His name. Um

0:52:11So, for creators that are on smaller

0:52:13scale, with smaller audiences, what do

0:52:16you think is one thing that we're

0:52:17missing

0:52:19that would help us scale?

0:52:21And then what do you think

0:52:23people that are about to blow up

0:52:25are going to be doing?

0:52:27Like what's on the forefront? Yeah. So,

0:52:29like what's what's lacking and and

0:52:31what's come? In small creators? Yeah, in

0:52:33the small creators specifically and it's

0:52:34conceptual, I guess, a little bit of an

0:52:36idea, but you know, we could use a a

0:52:38practical one.

0:52:38Yeah.

0:52:40Yeah, I'll tell you what I did cuz like

0:52:43I think once you understand it

0:52:46once you see you can't unsee it. So, I

0:52:48love that you guys are here. You're

0:52:49going to get a ton of value in the next

0:52:50couple days.

0:52:52I would I would invite you guys to

0:52:54double click and ask, you know, Nick,

0:52:55all my everybody on my team specific

0:52:57questions about your situation

0:52:59and how you can make your content better

0:53:01cuz I I do think small tweaks get big

0:53:03outcomes, especially at the top.

0:53:05Um

0:53:06And if you're a small creator and you're

0:53:08struggling with like

0:53:11Like what are you struggling with

0:53:12specifically? Is it topic ideas? Is it

0:53:14like how

0:53:15Yeah, it's intact. Like and I'm getting

0:53:16a lot of views on on some of our stuff,

0:53:19but it's it's more like our satisfying

0:53:21reels and and so it I don't know if

0:53:24we're just supposed to double down and

0:53:25ask I don't know how to provide value or

0:53:27put that into monetization because

0:53:29it's not selling my service regionally

0:53:32or or coaching. It's just

0:53:33you know, material wise.

0:53:35Yeah. Are you reaching Are you reaching

0:53:36out to your followers?

0:53:38That's probably something that's

0:53:39lacking, yeah. Yeah. I'd say I'd say

0:53:41people focus too much on like when we

0:53:43talk about the jab, jab, right hook,

0:53:44especially small creators that are

0:53:46trying to monetize and build their team

0:53:48they focus too much on the vanity

0:53:49metrics, which is like views, followers.

0:53:51I think you should follow you should

0:53:52focus on followers added from certain

0:53:55pieces of content and then are you

0:53:56messaging those followers? Like are you

0:53:58talking to them? I think that would

0:53:59build that you said earlier, like the

0:54:0170% of the content you said 10. Yeah.

0:54:04So, I think you're right. That's a good

0:54:05guideline. 100%. I would implement that

0:54:07in in all aspects of your business, not

0:54:09just content.

0:54:10Like literally 10% of your stuff should

0:54:12be should be just cuz you want, right?

0:54:16And I think that that reignites the

0:54:17spark in a lot of creatives

0:54:19um where you're not just doing the same

0:54:21thing over and over again.

0:54:22And that's the innovation that leads to

0:54:25change and

0:54:26and that kind of new product.

0:54:28100%. Yeah. And and like I'm we're

0:54:30rarely the first I mean, sometimes we're

0:54:33the first people to a new trend

0:54:35but we're rarely the first people um but

0:54:37we're very very often the second.

0:54:39And I'd rather be

0:54:41second place and and win the the the

0:54:44bigger war, right? We're second place in

0:54:45the battle, but we're winning the war.

0:54:47So,

0:54:48yeah, that's uh I'd say for small

0:54:49creators, just focus on every single

0:54:51follower that comes in the door cuz back

0:54:52in the day like when Cassie first

0:54:54followed us, we were adding

0:54:56maybe 50 followers a day.

0:54:58Right? Now we're adding around 3, 4,000

0:55:00a day.

0:55:02And we still paid attention those 50. We

0:55:04messaged them. We were nurturing them.

0:55:06We were talking to them, right? Cuz

0:55:07they're people.

0:55:08Um and I'd say what what bigger creators

0:55:10or people that are on the cusp of hockey

0:55:12stick growth have figured out is

0:55:15uh formats and repeatability. So, I'd

0:55:18say like

0:55:19and you guys see it on on our profile

0:55:21more than anybody else, but we

0:55:25we we do a lot of research on what

0:55:27works, but we also know we have our

0:55:28formats that already work. So, me asking

0:55:30Dan questions

0:55:32works cuz I know how to word the

0:55:34questions for it to go viral. Me

0:55:37or us having a kid ask Dan a question,

0:55:40we know that works cuz people feel the

0:55:42the authentic interaction and we got a

0:55:44ton of those at King's Pub on Friday.

0:55:46So, I would try to find those formats

0:55:47that work for you and maybe that's what

0:55:49what you just shared, they get a [ __ ]

0:55:50ton of views. I would just double down

0:55:51on those.

0:55:52And I'm not saying like do 100% that. Do

0:55:55just 70% that like you mentioned and

0:55:57then that 20 and 10% can be your

0:55:58experimental. And eventually you'll

0:56:00replace formats.

0:56:02Like we had we used to have a

0:56:05uh piece of content that performed

0:56:06really well.

0:56:07I forget what it was.

0:56:10Well, just podcast interviews. Like for

0:56:11Dan, podcast interviews at the start

0:56:13when we first started were were like our

0:56:14top performing reels.

0:56:16Now, unless we produce them a little bit

0:56:19on up front or he's on a bigger podcast

0:56:22they tend to not perform as well, right?

0:56:24So, we we always try

0:56:26to sunset formats.

0:56:28Where you that 70% always is constantly

0:56:31changing. It's never the same. And

0:56:33that's how you

0:56:34you you scale cuz you see like falling

0:56:37off

0:56:38a lot of people talk about falling off,

0:56:39it's just stagnation.

0:56:41You're just doing the same thing over

0:56:42and over again.

0:56:43Um And so And so you should look at

0:56:46shares, saves and then how many

0:56:47followers you get from those Yeah, I I

0:56:51honestly like shares, saves are vanity,

0:56:52too. I just look at followers from the

0:56:54from the reel.

0:56:56And shares and saves are great. They're

0:56:58they're cool to look at. Views are cool

0:57:00to look at, but if I if we get a million

0:57:01views on a video, we get 50,000 shares

0:57:0540,000 comments

0:57:07um but we only get two followers from it

0:57:09or 200 followers from it instead of the

0:57:11usual like I'd say a little bit under 1%

0:57:14conversion, which is like

0:57:16I don't know, on a million views, that's

0:57:18what, 10 10k? Yeah.

0:57:20If we don't get 10k followers, that's

0:57:21that for me is like a not not a

0:57:23repeatable

0:57:24Yeah, I definitely wouldn't post

0:57:25anything where I didn't get 10,000

0:57:27followers, right?

0:57:31All right, Milly, you had a question,

0:57:32right? Yeah.

0:57:33Okay. So, kind of on this note already

0:57:36about the views versus, you know, other

0:57:38metrics. Like you're you're saying

0:57:40followers is king. Yeah.

0:57:42So, I've had this where I've gotten a

0:57:44lot of views on a lot of different

0:57:46reels, but very low engagement. No

0:57:49comments, no follows, whatever. But then

0:57:52the ones that do get the high

0:57:55engagement, they don't get a lot of

0:57:56reach. So, when I'm looking at those

0:57:59kind of metrics and trying to learn and

0:58:02iterate from that

0:58:03how do I go about doing that? Yeah.

0:58:06Really good question. I

0:58:08I would try to

0:58:10find like I would build that spreadsheet

0:58:13and then rank by followers added and

0:58:15just see what are the three videos at

0:58:16the top. What are the three videos that

0:58:19you posted in the last 6 months that got

0:58:21you the most followers? And I would look

0:58:23at them and ask yourself cuz we do this

0:58:25and this is more advanced, but you guys

0:58:27can steal this, implement it as much as

0:58:29you want in your business.

0:58:31Every Monday for both short-form and our

0:58:34long-form teams, we have 30-minute

0:58:35meetings where we just sit down and we

0:58:37watch

0:58:38last week's videos

0:58:40and we ask ourselves, why did they

0:58:41perform or why did they not perform? And

0:58:43we 100% look at those follower metrics

0:58:45cuz if I if we get a video that gets,

0:58:47you know, 150k views and we only get two

0:58:50followers from it

0:58:52I'm going to ask the team like, what do

0:58:53you guys think? And we all make

0:58:54assumptions, we write them down, then we

0:58:55talk about them. And most of the time

0:58:57it's either like a lack of um delivery

0:59:01on on the promise. So, let's say you

0:59:02promised something that's outsized and

0:59:04then you don't actually deliver on it,

0:59:06people aren't going to really resonate

0:59:07with it. Sometimes it's controversial.

0:59:09Sometimes those views aren't actually

0:59:10good cuz the worst thing you want to do

0:59:12and I like I'm glad that you guys are

0:59:14here and you're getting this as early as

0:59:16possible is you don't want to be known

0:59:18for the wrong thing.

0:59:20And I see a lot of people making this

0:59:21mistake, chasing views for sake of just

0:59:24chasing views and they're not actually

0:59:25building their brand.

0:59:27And what you want to do is get good

0:59:28views that convert to followers and

0:59:30people that resonate with your message

0:59:32so that you can actually build a a

0:59:34brand, right? Yeah, because the effect

0:59:35is they won't engage with your content,

0:59:37right? Cuz then if you built up a

0:59:39following, this happened to a buddy of

0:59:41mine, he did a political thing and he

0:59:43doesn't do any Mostly it's mostly

0:59:44politics and

0:59:46what's the other one? Religious?

0:59:47Religion, yeah. And so he he got he

0:59:49doubled his follower count and then his

0:59:52views at all his metrics tanked

0:59:53afterwards because none of the new

0:59:55followers were engaging with his content

0:59:57and that just Instagram doesn't push

0:59:58anything, right? If no one's engaging

1:00:00with your content, so.

1:00:01Yeah, it's like and

1:00:04I mean, luckily Dan's not a really He

1:00:06100% believes in God. He talks about

1:00:08religion often

1:00:10and we don't really talk about politics.

1:00:11It's not really something we talk about,

1:00:12but like just staying away from those

1:00:14two topics and just doubling down on

1:00:16creating value for your customers and

1:00:17only focusing on that or the people in

1:00:19your or in your world,

1:00:21I would just build that spreadsheet of

1:00:22like followers and

1:00:24Okay, so on that, when I've done that in

1:00:26the past and I've looked at the ones

1:00:28that have brought in the most engagement

1:00:30followers and

1:00:32I'm going to guess you're going to tell

1:00:33me to detach from this, but often times

1:00:35are those are the topics or things that

1:00:37I'm posting about that don't necessarily

1:00:39relate to what I'm

1:00:41like what I'm an expert in. Yeah. What

1:00:43what do you sell? What are you an expert

1:00:44in? I'm a manifestation coach. And what

1:00:46are the videos that get the most views

1:00:48most of the time? Storytelling, personal

1:00:51stuff.

1:00:52Yeah. Yeah, where I'm not teaching,

1:00:54really. I think that's fine.

1:00:57I think I think

1:00:58people I think you you have the unique

1:01:00advantage of being able to get

1:01:02storytelling reels that actually perform

1:01:03cuz most of the people have the

1:01:04opposite.

1:01:06They can't even build their personal

1:01:07brand because most people just want to

1:01:08get value from them. So I would just

1:01:09double down on that. Maybe insert some

1:01:11of the manifestation stuff in your

1:01:13storytelling reels.

1:01:15But I think people restrict themselves a

1:01:16lot by having to position themselves

1:01:19like most of our positioning content

1:01:20never performs.

1:01:22Dan talking about the buyback loop or

1:01:24the test first hiring method

1:01:26rarely gets a million views, right? But

1:01:28we still we still make them cuz for

1:01:30those followers that are die hard,

1:01:32they're going to get a [ __ ] ton of

1:01:33value. Most of the time we pin those

1:01:34types of videos at the top so that when

1:01:36people see your profile, they click on

1:01:37it.

1:01:38Um but yeah, I would just know the

1:01:40purpose of video before you post it. For

1:01:42us on YouTube, we have

1:01:45like 70 20 10, we have growth videos

1:01:48and then we have value videos. Like we

1:01:49know if a value video only gets

1:01:52100k views on YouTube, that's a win,

1:01:55right?

1:01:56Because that turns into how many or how

1:01:58much revenue? Yeah, we posted a

1:02:00scorecard video. It's like how to This

1:02:02is the only scorecard you need to build

1:02:04your business.

1:02:05How many views did we get on that one?

1:02:0670k? 80k?

1:02:09The amount of leads that came from that

1:02:11video to Instagram is insane. Like that

1:02:14That's probably our best converting

1:02:16video ever that we've ever created and

1:02:18it only got 70k views. For context like

1:02:21a good

1:02:22performing YouTube video would be like

1:02:23500k or 400k and it only got 70k views.

1:02:26So I would I would just know the purpose

1:02:28of the content you're creating. Not

1:02:29every Not every Not every piece of

1:02:30content needs to go viral and just know

1:02:32why you're creating it. Could I just

1:02:34quickly follow up on that? How do you

1:02:35track

1:02:36uh

1:02:38Sorry, I'm sorry.

1:02:40How do you track those metrics like all

1:02:41these leads came from that video? Yeah,

1:02:43I'm looking on Instagram. Yeah, so we

1:02:44just use keywords. So

1:02:46and this is you guys steal this too.

1:02:49So

1:02:50a lot of people have traditional

1:02:51marketing funnels where they're like

1:02:54there's a link for an opt-in page, you

1:02:56put your email, you get the resource.

1:02:58That's great.

1:02:59We didn't want to do that. Too

1:03:00complicated, [ __ ] breaks. We're very

1:03:04caveman in our approach, right? And it

1:03:06it works for us. I don't know if it's

1:03:07going to work for everyone, but it it

1:03:08works really well for for us cuz we do a

1:03:10lot of work on the back end with

1:03:11automation and AI.

1:03:14Any YouTube video, Dan talks about the

1:03:15scorecard. He's like, "Hey, you know, if

1:03:17you And at the end, you know, I'm going

1:03:18to share the how you how you how you get

1:03:20this template." At the end he's like,

1:03:22"Hey, you know,

1:03:23glad you watched this video. If you want

1:03:25access to the scorecard, just message me

1:03:26scorecard YouTube on Instagram and I'll

1:03:28send it over."

1:03:30So I know every person that messages

1:03:31scorecard YouTube on Instagram is a

1:03:35person that watched that video, got to

1:03:36that point in the video, sent the

1:03:38message to get the scorecard

1:03:40and then they're able to get nurtured

1:03:41from there. Um

1:03:44and that's been the best way and then

1:03:45you can track it on the back end with

1:03:46just like AI automation with keyword

1:03:49search. So on the back end we have a CRM

1:03:51for Instagram and we just like search We

1:03:53have a report every week with all the

1:03:54keywords and we can see like, "Oh, this

1:03:56week EA performed really well." You guys

1:03:58have seen these.

1:03:59Um but yeah, I just

1:04:01that's what we do. That's a very caveman

1:04:03approach. You could also just have a UTM

1:04:05link tracking. I I like the caveman

1:04:07approach so it works for us.

1:04:10Yeah. It's faster, you know what I mean?

1:04:11Like nobody wants to [ __ ] click on a

1:04:13link, fill in the email, check their

1:04:14email. Like just send the message, I'll

1:04:16send it over and guess what? Like we

1:04:18don't need an email if we can That's

1:04:19what a lot of people don't realize. We

1:04:21If we can message you on Instagram, we

1:04:23have a way to contact you. Mhm. It's the

1:04:25new way of contacting you. It's It's

1:04:27actually better. People respond a lot

1:04:29faster on Instagram than they do than

1:04:30they do their email.

1:04:32So I would just do that. Awesome. Thank

1:04:34you.

1:04:35Kavita. Kavita. Yeah. Okay, keep the

1:04:38questions.

1:04:39Um just watch time. Like how much do you

1:04:42pay attention to watch time on videos?

1:04:44On reels?

1:04:46I'd say like I look at So personally all

1:04:49my team when we look at the the videos

1:04:52for the 30 minutes of videos that we

1:04:54look at, we go very in depth. We look at

1:04:55all the metrics, right?

1:04:57When I look at high level, if I was you

1:04:59guys, I would just look at the lagging

1:05:01indicators, which is how many followers

1:05:02came from this video. How many

1:05:04subscribers came from this YouTube

1:05:05video? I would just look at the lagging

1:05:06indicator. Um if you want to analyze a

1:05:09video that performed really well or

1:05:11video that performed really poorly, I

1:05:13would look at all the metrics and figure

1:05:14out why it worked. But if you're just

1:05:15looking at like

1:05:17blanket how is my videos performing? I

1:05:20would just look at what are the

1:05:21conversions to followers from this

1:05:23video. Okay. That makes sense? Yeah, cuz

1:05:25you were just saying like the payoff is

1:05:27important, but I have my first very

1:05:29viral video happening right now. Let's

1:05:31go, let's do it.

1:05:34Um

1:05:35but very viral meaning uh I have gotten

1:05:37over a thousand followers from it so far

1:05:39and I already have 5,000 followers.

1:05:41Let's go,

1:05:42Kavita. Um but the watch time on it is

1:05:44only 20 seconds. It's like a minute long

1:05:46video. So I'm just like, why are people

1:05:48following and they're not getting the

1:05:50payoff, which is at the end of the

1:05:52video?

1:05:52Yeah, how many views on that video?

1:05:54Right now there's like 200 and

1:05:59like 230,000 something like that.

1:06:01Yeah, I think a lot like some people get

1:06:02confused with metrics like that where

1:06:04they're like, "Oh, most people only

1:06:05watch 20 seconds." But to me that sounds

1:06:07like one out of five people watch the

1:06:09whole video. Okay. You know what I mean?

1:06:11So like metrics are weird,

1:06:14but let's say one out of five people

1:06:15watch the video, that means 50,000

1:06:17people watch the whole video.

1:06:19One out of 50 clicked follow. So

1:06:21Sounds super helpful. I think that's a

1:06:23win. Nice work. Amazing. And the other

1:06:25question is you said the may so

1:06:26important before. You know how to ask

1:06:28Dan questions the right way

1:06:31for them to go viral. So

1:06:33I do that sometimes or I'll be like,

1:06:35"Ask me these questions." I'm right now

1:06:37in charge of both sides of that. Yeah.

1:06:39How do you craft the right question to

1:06:41get the best response?

1:06:45Yeah. Uh

1:06:49I just use this like I just use these

1:06:51three words: short, concise, and

1:06:53straight to the point.

1:06:54Yeah. So like I when I ask Dan a

1:06:57question, it's not like, "Hey, you know,

1:06:58I'm doing this thing blah blah blah."

1:07:00Like I just go

1:07:02"If I'm making 100k, should I hire an

1:07:03assistant?"

1:07:05You know what I mean? And if you can

1:07:06find that person for you that that can

1:07:08simplify language and

1:07:09and that's what Caleb taught me a lot,

1:07:11which is like how to speak

1:07:13caveman. Like one, two.

1:07:15You know what I mean?

1:07:16Um then you'll get videos that perform

1:07:19really well. And it's not like you can I

1:07:21think a lot of people and I'm not

1:07:23talking about anybody in this room. You

1:07:24guys are all great. Some people out

1:07:25there out out there, they're making

1:07:27content, they use

1:07:29big words,

1:07:31complicated language to hide behind

1:07:33inadequacies and I think the smartest

1:07:36people in the world can dilute complex

1:07:38topics into very very simple language.

1:07:41And I think that's what um

1:07:44that person that you you partner with on

1:07:46the content side should do for you is

1:07:48like, "Hey, I know you said this." And

1:07:49that's 100% what I do for Dan cuz he

1:07:51grew up in tech, Silicon Valley, right?

1:07:53You have to you have to understand when

1:07:55I joined this team, he talked to me

1:07:56about KPIs and OKRs and like he was just

1:08:00tech tech.

1:08:02Like if you didn't know about [ __ ]

1:08:04whatever, you're not I can't even talk

1:08:06to you. What's your EBITDA? You know

1:08:07what I mean? Mhm. Yeah. And I'm just

1:08:09like, "No, it's not EBITDA. It's not

1:08:11cash flow. It's like, what's the value

1:08:13What's the profit of your company? How

1:08:14much money do you make?"

1:08:16And I think the more you can simplify

1:08:18that language, the better your videos

1:08:19are going to perform. Yeah. Super

1:08:21helpful. Yeah, actually I uh

1:08:23I've I read a lot now because of Dan,

1:08:25right? And I've been reading like Joe

1:08:26Dispenza like a bunch of these big books

1:08:28and then I went back and I read Buy Back

1:08:29Your Time

1:08:30and he really made it simple.

1:08:33Like you could if you read Joe

1:08:35Dispenza's like Breaking the Habit of

1:08:36Being Yourself or The Gap and the Gain

1:08:39and like these really heady like

1:08:41self-improvement books and then you go

1:08:42read Dan's book, there is a big gap in

1:08:45the reading level, right? You could

1:08:46tell. And it's And obviously Buy Back

1:08:47Your Time is an amazing book, but you

1:08:49could tell it was really intentional

1:08:50that he made it very easy to understand.

1:08:51100%.

1:08:52Yeah. Yeah, we had our world-class

1:08:55copywriter, Chris, on our team go

1:08:57through the whole book and they went up

1:09:00to Big White here, 45 minutes from here,

1:09:02for a whole week and they just rewrote

1:09:04the whole book in copywriting sales page

1:09:06language, which is very very simple.

1:09:08And that's why a lot of people resonate

1:09:10with it. Yeah.

1:09:12Ryan.

1:09:13Great podcast, guys. This has been This

1:09:14has been a lot. I have a ton of

1:09:15takeaways.

1:09:17One of the things I wanted to say like

1:09:18what you were talking about earlier when

1:09:20you were filming your first you sat

1:09:22down.

1:09:23Like I experienced that myself, that

1:09:25exact same thing. And for those of you

1:09:27who haven't decided to actually go pro

1:09:29and like legitimately do this thing for

1:09:31real,

1:09:32expect that to happen. Like I I sat

1:09:34there with my CEO and he was

1:09:35And he was like, "Dude, you could do

1:09:36this." He's like, "Just make it simple.

1:09:38Just speak." And I would I was just like

1:09:40I remember just insecurity, all that

1:09:43stuff coming up. Uh so just like push

1:09:45through it and recognize it's part of

1:09:47the process if you're not doing it

1:09:47already. Um but my question for you I

1:09:50two questions for you, Sam. One is

1:09:52what is your workflow?

1:09:54Or maybe your team's workflow from the

1:09:56moment you have like some kind of

1:09:57inspiration. So like I'm in this right

1:09:59now where I'm walking around out in the

1:10:01world and I have some inspiration where

1:10:03I'm like, "Oh, that would be a cool

1:10:04video idea." Yeah. Or I see someone

1:10:06else's video. What is the workflow from

1:10:08going

1:10:09from that inspiration to an actual

1:10:11tangible idea to like sitting down and

1:10:13using it and filming it? Yeah. That's

1:10:16By the way, thanks for sharing your

1:10:17experience with shooting content. I

1:10:18think that's really powerful. Um

1:10:21Look, a couple strings we can pull on

1:10:22here.

1:10:25The big idea and I I learned this from

1:10:27Beast's team. So

1:10:30I

1:10:31was sitting down with this person on Mr.

1:10:32Beast's team and I asked him like,

1:10:34"What's if I should I showed him

1:10:36everything. I gave him all the context.

1:10:37I'm like, this is us. What do you think

1:10:39we should do?"

1:10:40And he's he looked at me kind of

1:10:41confused and he's like,

1:10:46"Is the person shooting the videos the

1:10:48same person that comes up with the

1:10:49ideas?" And I was like, "Yeah."

1:10:52And he's like, "Don't do that."

1:10:54Mhm.

1:10:54I'm like, "Why?"

1:10:56He said, "Cuz then you're just going to

1:10:58over index for the easiest, fastest way

1:11:02to do things. And sometimes these ideas

1:11:04that get 10x results aren't necessarily

1:11:06easy to implement and execute." Mhm. So

1:11:09the first thing I would do, and I'm

1:11:11assuming you're doing this, is separate

1:11:12ideation from production.

1:11:14So whoever's producing the videos, and

1:11:15I'm talking like the whole production,

1:11:17like even shooting, scripting, etc., and

1:11:20ideation are separate.

1:11:22The person coming up with the ideas and

1:11:23pushing for these these ideas isn't the

1:11:25person writing them down and figuring

1:11:27out how we're going to make it work. Cuz

1:11:29I want the person in ideation and for us

1:11:31we have somebody external from the

1:11:32company that helps us with this

1:11:35is this person has free reign.

1:11:38He's not thinking about how how it's

1:11:39going to work. We have to figure that

1:11:41out as a production team.

1:11:43And obviously we we have um you know,

1:11:46fail stops and and ways for him to

1:11:48narrow down ideas so that it's still

1:11:50like on Dan's brand and talks about his

1:11:52unique perspectives.

1:11:54Um

1:11:55but I would try to centralize ideation

1:11:57into a

1:11:59department, whether it's you or your

1:12:01production team, that's isolated from

1:12:04the production.

1:12:06That being said, that's like I'd say the

1:12:0890% of the ideas. The other 10% of you

1:12:11like walking downtown and seeing like,

1:12:13"Oh, I think that could be a good great

1:12:15uh idea." Have a place where you can

1:12:17store it and you know it's going to get

1:12:19reviewed

1:12:21and this is the key, rejected or

1:12:22accepted, but you have to have a reason.

1:12:25Right? Cuz in our ideation boards and

1:12:28they're just Kanban boards, simple

1:12:29style, right? Like ideas, scripts, uh

1:12:33review, just like simple workflow.

1:12:35Um

1:12:39you want to know that your team's going

1:12:41to review all your ideas and if they do

1:12:43reject one,

1:12:45there's a documented reason why. And

1:12:47they don't like I don't have to present

1:12:49to Dan. Let's say he's like, "Hey, uh we

1:12:51should do this." And I'm like, "Cool,

1:12:52I'll add it." And then we review it the

1:12:53next week and I rejected it. I have in

1:12:56the Notion board like this is the reason

1:12:57why we rejected it. Is there a reason

1:13:00for as well? Yeah. Yeah. Yeah. Like

1:13:03reason for accepting it? Yes. Yeah.

1:13:05Yeah. Well, like most of the time the

1:13:06reason for accepting is like it's Dan's

1:13:08unique perspectives, it's going to

1:13:09perform, it's part of the 70%

1:13:12Um but a lot of those 10% ideas come

1:13:14from from Dan.

1:13:16Where it's like, "Oh, we should we

1:13:17should do a reel of me

1:13:20uh going from board meeting to board on

1:13:24my wake surfing boat." Like we're going

1:13:25to do that this summer, right? And

1:13:27that's Yeah, board board meeting. Yeah.

1:13:29Board board to board meeting.

1:13:30I'll be there for that one. Yeah. Yeah.

1:13:31I'll be there.

1:13:32Yeah.

1:13:33Yeah. So I just have a place that you

1:13:34can store it that you can get it out of

1:13:36your mind cuz yeah, the the

1:13:38the best thing that Dan ever did is just

1:13:40like trust the team to execute and have

1:13:46metrics like outcome measure coach

1:13:48leadership like transformational

1:13:49leadership in Dan's book. This is the

1:13:51outcome. I want to be top X%

1:13:55in

1:13:56business, social media,

1:13:58um personal brand.

1:14:00And

1:14:02measure is like the these are the

1:14:04metrics that I'm going to measure you

1:14:05against. So we have a scorecard that we

1:14:06review every week as a team with all the

1:14:08metrics on all the platforms. And it

1:14:10sounds super boring, but it's very very

1:14:11powerful. Manually input I have

1:14:13everybody that's accountable for a

1:14:15number on my team manually input that

1:14:16number. It's not automated. I want them

1:14:18to check the number,

1:14:20to look at it, make sure that's correct.

1:14:23And it it could pull from a uh

1:14:26another software, but you have to

1:14:27manually put it into this manual

1:14:28scorecard and it [ __ ] hurts when it's

1:14:31red. I want it to hurt. I want you to

1:14:33tell me why change or why it's not why

1:14:35it's red or why it's yellow or why it's

1:14:38green.

1:14:39Um

1:14:40and then coach. Like outcome measure

1:14:42coach. So outcome, measure, you have the

1:14:44scorecard, and then coach if if at any

1:14:46point, you know, I fall off and I'm

1:14:48like, "Hey, you know, I'm

1:14:49I'm really struggling making this

1:14:50happen." And I bring it up to Dan. Like

1:14:52he's like, "Okay, cool. This is what

1:14:53we're going to do. You're going to write

1:14:54down five people that you need to talk

1:14:56to in the next 24 hours

1:14:57and you're going to make those calls."

1:15:00And I just make those calls.

1:15:02So.

1:15:03Cool. Deeper answer than your question,

1:15:05but appreciate the question.

1:15:07Uh is my last question is

1:15:10last week 15 years of my LinkedIn

1:15:12history got deleted. So they deleted my

1:15:14account, permanently banned, there's no

1:15:16way to get it back. How do you think

1:15:18about rented versus owned audiences?

1:15:20Yeah. Yeah, I call this owned versus

1:15:22earned. Um and I talk about this a lot

1:15:24in in uh So

1:15:27yeah, people don't realize realize how

1:15:29heavily reliant we are on these apps,

1:15:31right? And I think for the creators that

1:15:33are leveraging the apps and even the

1:15:35operating systems. Like if

1:15:36Apple decided tomorrow to shut down,

1:15:38like we're all [ __ ] Yeah. You know

1:15:39what I mean?

1:15:41And um

1:15:43and it's it's it's it's the name of the

1:15:44game. Like in as infrastructure scales,

1:15:46like you're going to be relying on the

1:15:48first thing, which is the internet,

1:15:49which is cables in the bottom of the sea

1:15:51that are wrapped in [ __ ] Teflon and

1:15:53they're just like run

1:15:55across the sea, right? Um if that

1:15:57breaks, everybody's [ __ ] So I'm I'm

1:15:59not worried. I'm just going to go live

1:16:00in the woods. But for your LinkedIn

1:16:02specific situation,

1:16:05What's like LinkedIn or Instagram? Like

1:16:07even with Instagram I had a I I bought

1:16:09Meta business. I bought like the the

1:16:11plus I could check and get access to

1:16:13support and all that.

1:16:14Yeah. And then they did something during

1:16:16the support call that actually caused me

1:16:18to lose access to that. I don't have

1:16:19access anymore. Which means I just

1:16:22realized how fickle Yeah.

1:16:23as as we really start to scale and see

1:16:25how how fickle it is and I'm like

1:16:27concerned that I mean you guys have a

1:16:29big team with a lot of people accessing

1:16:31this account and a lot of activity

1:16:33happening. It's like

1:16:35the checks and balances that would need

1:16:36to be in place in order for that like

1:16:38bad stuff to not happen seems like it

1:16:40would be pretty 100%. Yeah, we have one

1:16:42person on our team accountable for like

1:16:44everything that's security and IT. And I

1:16:45think like as you scale, you you start

1:16:47at a certain point where you need that.

1:16:49Um let's hit on owned versus earned cuz

1:16:52or rented versus bought. Like

1:16:54you have your owned audience, which is

1:16:58the audience that you have on your email

1:16:59list and your SMS.

1:17:01Like if you have if you capture phone

1:17:02numbers, right? And that's like 100% of

1:17:05the time if you send an email or you

1:17:06send a text message, people will get it

1:17:08cuz that's like infrastructure built.

1:17:10You're skipping the the app.

1:17:12You're going straight to OS, right?

1:17:13Operating system.

1:17:15Um

1:17:17for the earned media, Instagram,

1:17:19LinkedIn, all these places, that's where

1:17:21most of the growth is happening right

1:17:22now.

1:17:23And

1:17:25like I don't think you can build an

1:17:26email list just off like having an email

1:17:29list, right? You have to have somewhere

1:17:30where these people are coming in from.

1:17:32But

1:17:33a lot of our traffic 100% of the time is

1:17:35going to that email list. If people buy

1:17:37a copy of Buy Back Your Time, they get

1:17:38added to the email list. If people um

1:17:42watch a YouTube video, we're promoting

1:17:44the email list. If they if you listen to

1:17:46one of Dan's podcasts, we're promoting

1:17:47the email list. We know that the

1:17:49easiest, fastest way to to contact them

1:17:51is on Instagram, so we just over

1:17:53optimize for that. But we're being very

1:17:56very careful and we still monetize our

1:17:57email list

1:17:59of putting them in a owned media channel

1:18:01or even text message where we can

1:18:03contact them if ever in the future, and

1:18:06it's happened before, where we have like

1:18:08a 24-hour shutdown

1:18:10where that situation happens. So I would

1:18:12just be as you scale, be very careful

1:18:14and and mindful of like, "Hey, if this

1:18:16happens, we do this." Are there any

1:18:17specific remediation strategies you guys

1:18:19have done where it's like

1:18:21cuz I felt like and I I I talked to a

1:18:23ton of other founders with their

1:18:24accounts have had like restrictions or

1:18:26they're shut down. Like we

1:18:28one story I've heard a lot is like

1:18:29people will go to boost a post or

1:18:31they'll go run advertising and they'll

1:18:32make one mistake one time

1:18:34and they lose access to their account or

1:18:36their ad account goes down or whatever

1:18:38it is.

1:18:39Is there any fancy way of getting

1:18:40attention from Meta other than just

1:18:43getting in line?

1:18:48Talk to me after the podcast.

1:18:49Yeah. Yeah.

1:18:50All right. One more question. Is there

1:18:52any more questions? One more question?

1:18:53Yeah. All right. So a lot of us in here

1:18:56are What's your name? My name is Matt.

1:18:57Matt ask me your question. I'm on the

1:18:59internet. Yes, sir. Uh a lot of us here

1:19:01running business, doing the content,

1:19:05a little bit of marketing, a little bit

1:19:06of sales, trying to work our way up the

1:19:08the replacement ladder.

1:19:11And

1:19:12getting ready to go pro on social. And

1:19:15so I I'm personally in a position where

1:19:18I could hire a video editor cuz I'm

1:19:20currently doing everything content-wise

1:19:22myself. Could hire a video editor, could

1:19:24potentially drop six figures and hire a

1:19:27marketing lead, creative director,

1:19:30or you know, like it now I'm like, what

1:19:32should I do first? Should I go like

1:19:33bottom task-oriented or should I go

1:19:35higher-level

1:19:37director style to kind of like help with

1:19:39that. Yeah. So, bottom up, top down kind

1:19:42of thing. Yeah.

1:19:43I think there's different approaches. I

1:19:44think top down is going to be a lot

1:19:46faster. Um

1:19:48I know Dan did top down when we started

1:19:50the media company.

1:19:51That's what I'd recommend, but you can

1:19:53100% do bottom up and that's how I built

1:19:56my team.

1:19:57So, if you if you segmented to the

1:20:01units, it's like Dan's CEO,

1:20:04he technically built top down from Sam,

1:20:06but I went bottom up. Which is I was in

1:20:10the weeds. I was editing. I was doing

1:20:11the stuff and still today I'll go in.

1:20:13Like I'm And that's leadership styles,

1:20:15right? Where I know like I'm still

1:20:17young, I can afford to work 16-hour days

1:20:20and and kill myself doing it for now,

1:20:22right? But in the future, I know I'm

1:20:24going to have to go top down. So, I

1:20:25would just figure out what season of

1:20:27life are you in? Where are you able to

1:20:28go in those weeds?

1:20:30Are you able and that's the 100% of

1:20:32leadership style. I don't think there's

1:20:34a wrong way of doing it. There's a

1:20:35faster way of doing it, but both will

1:20:37get you that outcome. Yeah, perfect.

1:20:39Heck yeah. I get that. Cool. Thanks,

1:20:41Matt. I want to do a couple fun little

1:20:43questions here. Rapid fire?

1:20:44Yeah, a little rapid fire. Maybe these

1:20:46are the hooks. I don't know. Sure, it's

1:20:48the same. Problem story teach, let's do

1:20:49it. Yeah.

1:20:51What's the fastest way to gain 20 lbs of

1:20:52muscle?

1:20:53Fastest way to gain 20 lbs of muscle.

1:20:57Let's do problem story teach. Problem

1:20:59analogy teach. So,

1:21:02people come up to me, they're like, "Hey

1:21:03Sam, you used to be skinny.

1:21:05How can you actually gain muscle?" Cuz

1:21:07it's really hard when you're skinny. Um

1:21:09that's the biggest problem that most

1:21:10people face when they're they're getting

1:21:12into lifting, right?

1:21:14And I remember

1:21:15I was 19,

1:21:17160 lbs, really skinny. Dan sat me down

1:21:21and he was like, uh

1:21:23or we're driving back and I'm like, "Hey

1:21:24dude, like I'm really struggling with

1:21:25this anxiety thing." And he's like,

1:21:26"Have you been to the gym?"

1:21:28And I'm like, "Mm, no, not really." And

1:21:30he's like, "You should try that." And

1:21:31I'm like, "Cool."

1:21:33So, I started going to the gym and I

1:21:36started lifting, but I wasn't getting

1:21:37any results, right? And I asked this

1:21:40older gentleman that was pretty [ __ ]

1:21:42jacked. He was like 60 years old,

1:21:45diced to the gills. And I'm like, "Hey,

1:21:47you know, I'm I'm doing all these things

1:21:49and

1:21:51I'm not gaining any weight."

1:21:53And he's like, "Are you tracking your

1:21:54macros?"

1:21:56Like, "What's macros?"

1:21:59He's like, "How much protein do you eat

1:22:00a day?" I'm like, "What?"

1:22:03I don't know, like

1:22:05120% of my because on the labels it's

1:22:08like percent. Uh no.

1:22:09"That's bullshit." I'm like, "What?"

1:22:12He's like, "Get get on your phone.

1:22:13Download uh this is not an ad. I'm not

1:22:15promoting it. MyFitnessPal, download it.

1:22:18Start tracking your macros, you'll see

1:22:19results." And I'm like, "Okay, cool."

1:22:21So, he's like and then he gave me the

1:22:22percentages and everything.

1:22:24The second I started tracking my macros,

1:22:26I wasn't guessing anymore, right? It's

1:22:28kind of like if you're throwing a dart

1:22:29analogy, right? If you're throwing a

1:22:30dart with your eyes closed, you don't

1:22:31even know if you're hitting or not,

1:22:32right? I was finally opening my eyes and

1:22:34seeing exactly where my dart was going,

1:22:36which is exactly where my calories are

1:22:37going in my macros.

1:22:39So,

1:22:41from that, I was able to gain 20 lbs of

1:22:43muscle pretty quick quickly cuz I was

1:22:45just eating a lot.

1:22:47Yeah. How many times have you flown on a

1:22:48private jet?

1:22:51A lot. Uh

1:22:52Yeah.

1:22:53Uh it's a privilege though, I love it.

1:22:54Yeah.

1:22:55Yeah. Yeah. How many billionaires have

1:22:57you met?

1:22:58A lot. It's a privilege.

1:23:01Um

1:23:01I've probably met over 15.

1:23:06Yeah, over 15 billionaires in my life.

1:23:09What makes a billionaire different from

1:23:10me and you? I think billionaires have

1:23:12this unique ability to

1:23:16double down on their strengths and

1:23:19ignore completely ignore their

1:23:21weaknesses. And I've seen this time and

1:23:23time again from different types of

1:23:25billionaires where one is very, very

1:23:28charismatic, loves people. He's always

1:23:31talking to people. Another one I met was

1:23:33very

1:23:35introverted,

1:23:36nerdy. He was coding still as a

1:23:39billionaire, right?

1:23:40And building infrastructure for his his

1:23:42companies. And I think

1:23:44the people that

1:23:46create cuz when you think about a

1:23:47billionaire, they're people that create

1:23:48disproportionate value in the world.

1:23:50Those people

1:23:52double, triple, quadruple down on their

1:23:54strengths and ignore everything else.

1:23:56And I think it might not be healthy in

1:23:58certain cases, but I think that's what

1:23:59I've noticed from all of them. All

1:24:01right, Sam. This has been so great. I

1:24:03thank you so much.

1:24:04Ser- seriously honored to have you here.

1:24:06Seriously honored to have every single

1:24:07person in this room here. This means a

1:24:09lot to me. Uh

1:24:112 years ago was when I met Dan. I flew

1:24:13out here on a whim.

1:24:15Uh there's a picture of it. I look like

1:24:16an absolute mess.

1:24:18And he gave me a hike, right? Came in a

1:24:20hike, yeah. And there was on the fires

1:24:22were going on, so we blocked the town.

1:24:23Dan invited me actually along um

1:24:26around town and to a couple of mets.

1:24:29But you were there filming and I

1:24:30embarrassed myself quite a bit actually,

1:24:32but

1:24:32Really? Yeah. I remember. Uh good. Good.

1:24:36Uh

1:24:37I've I manifested that moment actually

1:24:39where he helped take me around like to

1:24:41get to spend extra time with him 2 years

1:24:43ago. And so, speaking of manifestation.

1:24:45And then to be here 2 years talking to

1:24:47you and being like just part of this

1:24:48whole social selling summit even though

1:24:50we kind of forced our way in here is uh

1:24:52and to be really genuinely wanting to

1:24:54add value. Something I love about the

1:24:55podcast is that it's reciprocal. Like to

1:24:58be able to bring all you guys in here to

1:24:59hear this conversation with Sam and the

1:25:01genuine interest and connection and then

1:25:03to be able to promote promote my guy

1:25:05who's been here. So,

1:25:07uh thank you so much. Where can people

1:25:09go to follow you?

1:25:10Instagram. Sam get it. Message me. I

1:25:12love I love answering. I don't have a

1:25:13lot of time to answer everyone, but you

1:25:15know, once a month I go in there and I

1:25:16just clear everything out. Try to give

1:25:18as much value as I can.

1:25:19Yeah, get to see the get to see the

1:25:20lifts, too. Yeah, yeah, yeah. I do post

1:25:22a lot about the lifting.

1:25:24stuff. Yeah. So,

1:25:26uh and then as always, everyone else out

1:25:27there listening and watching, uh I

1:25:29appreciate you. I love you. This has

1:25:31been Four Your Own Good. Peace. Let's

1:25:34go. Let's go.

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