WEBVTT Kind: captions Language: en 00:00:00.160 --> 00:00:02.149 align:start position:0% We<00:00:00.400> sell<00:00:00.560> language<00:00:00.960> courses<00:00:01.520> to<00:00:01.760> people<00:00:01.920> in 00:00:02.149 --> 00:00:02.159 align:start position:0% We sell language courses to people in 00:00:02.159 --> 00:00:05.190 align:start position:0% We sell language courses to people in Lapia<00:00:02.720> and<00:00:03.200> uh<00:00:03.840> do<00:00:04.080> around<00:00:04.240> a<00:00:04.480> million<00:00:04.799> revenue 00:00:05.190 --> 00:00:05.200 align:start position:0% Lapia and uh do around a million revenue 00:00:05.200 --> 00:00:07.990 align:start position:0% Lapia and uh do around a million revenue and<00:00:05.520> about<00:00:05.680> a<00:00:05.920> year<00:00:06.000> ago<00:00:06.240> we<00:00:07.120> um<00:00:07.359> that<00:00:07.600> was 00:00:07.990 --> 00:00:08.000 align:start position:0% and about a year ago we um that was 00:00:08.000 --> 00:00:09.830 align:start position:0% and about a year ago we um that was mostly<00:00:08.559> through<00:00:09.040> one-on-one<00:00:09.519> private 00:00:09.830 --> 00:00:09.840 align:start position:0% mostly through one-on-one private 00:00:09.840 --> 00:00:11.749 align:start position:0% mostly through one-on-one private lessons<00:00:10.160> with<00:00:10.320> our<00:00:10.480> team<00:00:10.639> and<00:00:10.880> now<00:00:11.360> for<00:00:11.599> the 00:00:11.749 --> 00:00:11.759 align:start position:0% lessons with our team and now for the 00:00:11.759 --> 00:00:13.669 align:start position:0% lessons with our team and now for the past<00:00:11.920> year<00:00:12.080> it's<00:00:12.320> also<00:00:12.719> digital<00:00:13.200> products<00:00:13.440> and 00:00:13.669 --> 00:00:13.679 align:start position:0% past year it's also digital products and 00:00:13.679 --> 00:00:15.509 align:start position:0% past year it's also digital products and we've<00:00:13.920> seen<00:00:14.160> great<00:00:14.400> success<00:00:14.719> with<00:00:14.960> those.<00:00:15.280> And 00:00:15.509 --> 00:00:15.519 align:start position:0% we've seen great success with those. And 00:00:15.519 --> 00:00:17.189 align:start position:0% we've seen great success with those. And my<00:00:15.839> question<00:00:16.080> actually<00:00:16.320> and<00:00:16.560> that's<00:00:16.880> kind<00:00:17.039> of 00:00:17.189 --> 00:00:17.199 align:start position:0% my question actually and that's kind of 00:00:17.199 --> 00:00:21.750 align:start position:0% my question actually and that's kind of constrained<00:00:17.680> but<00:00:18.080> u<00:00:18.960> um<00:00:20.080> what's<00:00:20.400> your<00:00:21.119> um<00:00:21.520> in 00:00:21.750 --> 00:00:21.760 align:start position:0% constrained but u um what's your um in 00:00:21.760 --> 00:00:24.310 align:start position:0% constrained but u um what's your um in order<00:00:21.920> to<00:00:22.080> put<00:00:22.320> out<00:00:22.640> good<00:00:22.960> stuff<00:00:23.359> and<00:00:23.920> quality 00:00:24.310 --> 00:00:24.320 align:start position:0% order to put out good stuff and quality 00:00:24.320 --> 00:00:26.550 align:start position:0% order to put out good stuff and quality stuff<00:00:24.720> what's<00:00:24.960> your<00:00:25.519> writing<00:00:25.920> hygiene<00:00:26.400> or 00:00:26.550 --> 00:00:26.560 align:start position:0% stuff what's your writing hygiene or 00:00:26.560 --> 00:00:27.509 align:start position:0% stuff what's your writing hygiene or protocol<00:00:27.119> like 00:00:27.509 --> 00:00:27.519 align:start position:0% protocol like 00:00:27.519 --> 00:00:29.109 align:start position:0% protocol like >> where's<00:00:27.840> Jay?<00:00:28.160> There's<00:00:28.400> Jay.<00:00:28.640> Can<00:00:28.720> you<00:00:28.880> wave 00:00:29.109 --> 00:00:29.119 align:start position:0% >> where's Jay? There's Jay. Can you wave 00:00:29.119 --> 00:00:31.349 align:start position:0% >> where's Jay? There's Jay. Can you wave Jay?<00:00:29.760> So<00:00:30.000> Jay's<00:00:30.400> taking<00:00:30.560> notes<00:00:30.800> on<00:00:30.960> this<00:00:31.119> whole 00:00:31.349 --> 00:00:31.359 align:start position:0% Jay? So Jay's taking notes on this whole 00:00:31.359 --> 00:00:33.910 align:start position:0% Jay? So Jay's taking notes on this whole thing.<00:00:32.320> And<00:00:32.480> so<00:00:32.800> the<00:00:33.040> next<00:00:33.200> time<00:00:33.360> we<00:00:33.520> film, 00:00:33.910 --> 00:00:33.920 align:start position:0% thing. And so the next time we film, 00:00:33.920 --> 00:00:34.950 align:start position:0% thing. And so the next time we film, he's<00:00:34.160> going<00:00:34.239> to<00:00:34.320> be<00:00:34.480> like,<00:00:34.559> "All<00:00:34.640> right,<00:00:34.880> you 00:00:34.950 --> 00:00:34.960 align:start position:0% he's going to be like, "All right, you 00:00:34.960 --> 00:00:36.069 align:start position:0% he's going to be like, "All right, you draw<00:00:35.120> this<00:00:35.280> circle<00:00:35.520> thing.<00:00:35.760> Can<00:00:35.920> you<00:00:36.000> talk 00:00:36.069 --> 00:00:36.079 align:start position:0% draw this circle thing. Can you talk 00:00:36.079 --> 00:00:37.990 align:start position:0% draw this circle thing. Can you talk about<00:00:36.239> that?<00:00:36.559> Hey,<00:00:36.719> you<00:00:36.880> talked<00:00:37.120> about<00:00:37.680> uh<00:00:37.840> the 00:00:37.990 --> 00:00:38.000 align:start position:0% about that? Hey, you talked about uh the 00:00:38.000 --> 00:00:39.830 align:start position:0% about that? Hey, you talked about uh the best<00:00:38.160> way<00:00:38.320> to<00:00:38.480> do<00:00:38.559> an<00:00:38.800> event<00:00:39.040> on<00:00:39.200> a<00:00:39.360> funnel<00:00:39.680> for 00:00:39.830 --> 00:00:39.840 align:start position:0% best way to do an event on a funnel for 00:00:39.840 --> 00:00:40.869 align:start position:0% best way to do an event on a funnel for a<00:00:39.920> webinar,<00:00:40.160> and<00:00:40.320> then<00:00:40.399> you<00:00:40.480> talked<00:00:40.640> about<00:00:40.719> the 00:00:40.869 --> 00:00:40.879 align:start position:0% a webinar, and then you talked about the 00:00:40.879 --> 00:00:42.310 align:start position:0% a webinar, and then you talked about the best<00:00:41.040> way<00:00:41.120> to<00:00:41.200> do<00:00:41.280> an<00:00:41.440> event<00:00:41.600> for<00:00:41.760> an<00:00:41.920> inerson 00:00:42.310 --> 00:00:42.320 align:start position:0% best way to do an event for an inerson 00:00:42.320 --> 00:00:44.549 align:start position:0% best way to do an event for an inerson thing."<00:00:42.879> Um,<00:00:43.280> and<00:00:43.440> then<00:00:43.680> before<00:00:44.000> that,<00:00:44.320> you 00:00:44.549 --> 00:00:44.559 align:start position:0% thing." Um, and then before that, you 00:00:44.559 --> 00:00:46.229 align:start position:0% thing." Um, and then before that, you talked<00:00:44.800> about<00:00:45.120> whether<00:00:45.600> international 00:00:46.229 --> 00:00:46.239 align:start position:0% talked about whether international 00:00:46.239 --> 00:00:48.069 align:start position:0% talked about whether international should<00:00:46.559> go<00:00:46.719> to<00:00:46.960> US,<00:00:47.440> when<00:00:47.680> it's<00:00:47.840> the<00:00:48.000> right 00:00:48.069 --> 00:00:48.079 align:start position:0% should go to US, when it's the right 00:00:48.079 --> 00:00:50.950 align:start position:0% should go to US, when it's the right time<00:00:48.239> or<00:00:48.480> not<00:00:48.559> to<00:00:48.800> expand.<00:00:49.600> Like<00:00:50.399> that's<00:00:50.640> how<00:00:50.800> I 00:00:50.950 --> 00:00:50.960 align:start position:0% time or not to expand. Like that's how I 00:00:50.960 --> 00:00:53.189 align:start position:0% time or not to expand. Like that's how I create<00:00:51.120> my<00:00:51.280> content.<00:00:51.920> But<00:00:52.160> also<00:00:52.640> when<00:00:52.960> it 00:00:53.189 --> 00:00:53.199 align:start position:0% create my content. But also when it 00:00:53.199 --> 00:00:55.270 align:start position:0% create my content. But also when it comes<00:00:53.520> back<00:00:53.680> to<00:00:53.840> your<00:00:54.000> books<00:00:54.239> and<00:00:54.480> stuff<00:00:54.719> like 00:00:55.270 --> 00:00:55.280 align:start position:0% comes back to your books and stuff like 00:00:55.280 --> 00:00:58.229 align:start position:0% comes back to your books and stuff like when<00:00:55.520> you<00:00:55.760> go<00:00:56.079> into<00:00:56.480> your<00:00:56.719> cave<00:00:57.520> uh<00:00:57.920> how<00:00:58.079> much 00:00:58.229 --> 00:00:58.239 align:start position:0% when you go into your cave uh how much 00:00:58.239 --> 00:01:00.389 align:start position:0% when you go into your cave uh how much of<00:00:58.399> that<00:00:58.559> is<00:00:58.800> like<00:00:59.039> rereading<00:00:59.760> then<00:01:00.160> putting 00:01:00.389 --> 00:01:00.399 align:start position:0% of that is like rereading then putting 00:01:00.399 --> 00:01:02.790 align:start position:0% of that is like rereading then putting it<00:01:00.559> aside<00:01:01.039> like<00:01:01.280> what's<00:01:01.520> your<00:01:01.760> best<00:01:02.239> uh<00:01:02.399> way 00:01:02.790 --> 00:01:02.800 align:start position:0% it aside like what's your best uh way 00:01:02.800 --> 00:01:04.469 align:start position:0% it aside like what's your best uh way like<00:01:02.960> that<00:01:03.120> did<00:01:03.280> you<00:01:03.520> found<00:01:03.760> about<00:01:03.920> yourself? 00:01:04.469 --> 00:01:04.479 align:start position:0% like that did you found about yourself? 00:01:04.479 --> 00:01:06.710 align:start position:0% like that did you found about yourself? >> Real<00:01:04.879> real<00:01:05.199> answer<00:01:05.600> is<00:01:05.840> that<00:01:06.080> I<00:01:06.320> actually<00:01:06.560> try 00:01:06.710 --> 00:01:06.720 align:start position:0% >> Real real answer is that I actually try 00:01:06.720 --> 00:01:08.950 align:start position:0% >> Real real answer is that I actually try and<00:01:06.960> reason<00:01:07.280> from<00:01:07.520> ground<00:01:07.760> zero<00:01:08.640> how 00:01:08.950 --> 00:01:08.960 align:start position:0% and reason from ground zero how 00:01:08.960 --> 00:01:10.950 align:start position:0% and reason from ground zero how something<00:01:09.280> works.<00:01:10.000> I<00:01:10.240> start<00:01:10.400> as<00:01:10.640> though<00:01:10.720> I 00:01:10.950 --> 00:01:10.960 align:start position:0% something works. I start as though I 00:01:10.960 --> 00:01:13.670 align:start position:0% something works. I start as though I know<00:01:11.119> nothing<00:01:12.159> and<00:01:12.320> then<00:01:12.560> try<00:01:12.720> and<00:01:12.960> like<00:01:13.439> what 00:01:13.670 --> 00:01:13.680 align:start position:0% know nothing and then try and like what 00:01:13.680 --> 00:01:15.590 align:start position:0% know nothing and then try and like what are<00:01:13.920> the<00:01:14.240> only<00:01:14.479> statements<00:01:14.799> that<00:01:14.960> I<00:01:15.119> know<00:01:15.360> for 00:01:15.590 --> 00:01:15.600 align:start position:0% are the only statements that I know for 00:01:15.600 --> 00:01:18.310 align:start position:0% are the only statements that I know for sure<00:01:15.760> are<00:01:16.000> true<00:01:17.280> and<00:01:17.439> then<00:01:17.600> I<00:01:17.840> just<00:01:18.000> try<00:01:18.159> and 00:01:18.310 --> 00:01:18.320 align:start position:0% sure are true and then I just try and 00:01:18.320 --> 00:01:20.469 align:start position:0% sure are true and then I just try and only<00:01:18.560> reason<00:01:18.880> up<00:01:19.040> from<00:01:19.200> first<00:01:19.520> principles<00:01:20.320> in 00:01:20.469 --> 00:01:20.479 align:start position:0% only reason up from first principles in 00:01:20.479 --> 00:01:22.390 align:start position:0% only reason up from first principles in terms<00:01:20.640> of<00:01:20.799> like<00:01:21.119> I<00:01:21.439> know<00:01:21.680> that<00:01:22.000> if<00:01:22.159> something 00:01:22.390 --> 00:01:22.400 align:start position:0% terms of like I know that if something 00:01:22.400 --> 00:01:24.149 align:start position:0% terms of like I know that if something is<00:01:22.640> fast<00:01:23.040> it<00:01:23.280> is<00:01:23.360> better<00:01:23.520> than<00:01:23.680> it<00:01:23.759> if<00:01:23.920> it<00:01:24.000> is 00:01:24.149 --> 00:01:24.159 align:start position:0% is fast it is better than it if it is 00:01:24.159 --> 00:01:26.310 align:start position:0% is fast it is better than it if it is slow.<00:01:24.880> I<00:01:25.040> know<00:01:25.200> that<00:01:25.360> if<00:01:25.520> it<00:01:25.759> requires<00:01:26.080> many 00:01:26.310 --> 00:01:26.320 align:start position:0% slow. I know that if it requires many 00:01:26.320 --> 00:01:28.469 align:start position:0% slow. I know that if it requires many steps<00:01:26.560> for<00:01:26.720> someone<00:01:26.880> to<00:01:27.040> do<00:01:27.280> versus<00:01:27.680> few<00:01:28.159> more 00:01:28.469 --> 00:01:28.479 align:start position:0% steps for someone to do versus few more 00:01:28.479 --> 00:01:30.310 align:start position:0% steps for someone to do versus few more people<00:01:28.720> want<00:01:28.799> the<00:01:29.040> few<00:01:29.280> steps.<00:01:29.840> If<00:01:30.080> something 00:01:30.310 --> 00:01:30.320 align:start position:0% people want the few steps. If something 00:01:30.320 --> 00:01:32.390 align:start position:0% people want the few steps. If something is<00:01:30.479> very<00:01:30.720> high<00:01:30.960> risk<00:01:31.280> versus<00:01:31.600> low<00:01:31.840> risk<00:01:32.159> more 00:01:32.390 --> 00:01:32.400 align:start position:0% is very high risk versus low risk more 00:01:32.400 --> 00:01:34.630 align:start position:0% is very high risk versus low risk more people<00:01:32.720> want<00:01:32.799> the<00:01:33.040> low<00:01:33.280> risk<00:01:33.520> thing.<00:01:34.159> And<00:01:34.400> so 00:01:34.630 --> 00:01:34.640 align:start position:0% people want the low risk thing. And so 00:01:34.640 --> 00:01:36.069 align:start position:0% people want the low risk thing. And so from<00:01:34.960> thinking<00:01:35.200> about<00:01:35.360> like<00:01:35.600> what<00:01:35.840> other 00:01:36.069 --> 00:01:36.079 align:start position:0% from thinking about like what other 00:01:36.079 --> 00:01:37.429 align:start position:0% from thinking about like what other components<00:01:36.479> are<00:01:36.640> there<00:01:36.880> that<00:01:37.040> would<00:01:37.280> increase 00:01:37.429 --> 00:01:37.439 align:start position:0% components are there that would increase 00:01:37.439 --> 00:01:38.390 align:start position:0% components are there that would increase the<00:01:37.520> likelihood<00:01:37.759> that<00:01:37.920> someone<00:01:38.159> makes<00:01:38.240> a 00:01:38.390 --> 00:01:38.400 align:start position:0% the likelihood that someone makes a 00:01:38.400 --> 00:01:40.230 align:start position:0% the likelihood that someone makes a purchasing<00:01:38.799> decision,<00:01:39.600> right?<00:01:39.759> And<00:01:39.920> so<00:01:40.000> I 00:01:40.230 --> 00:01:40.240 align:start position:0% purchasing decision, right? And so I 00:01:40.240 --> 00:01:41.109 align:start position:0% purchasing decision, right? And so I just<00:01:40.320> think<00:01:40.479> about<00:01:40.640> it<00:01:40.799> from<00:01:40.960> that 00:01:41.109 --> 00:01:41.119 align:start position:0% just think about it from that 00:01:41.119 --> 00:01:43.109 align:start position:0% just think about it from that perspective<00:01:41.680> and<00:01:41.920> then<00:01:42.240> I<00:01:42.560> just<00:01:42.720> throw<00:01:42.960> out 00:01:43.109 --> 00:01:43.119 align:start position:0% perspective and then I just throw out 00:01:43.119 --> 00:01:44.789 align:start position:0% perspective and then I just throw out almost<00:01:43.439> all<00:01:43.600> the<00:01:43.759> mythology<00:01:44.240> associated<00:01:44.720> with 00:01:44.789 --> 00:01:44.799 align:start position:0% almost all the mythology associated with 00:01:44.799 --> 00:01:46.310 align:start position:0% almost all the mythology associated with it.<00:01:45.040> Like<00:01:45.200> most<00:01:45.280> of<00:01:45.360> the<00:01:45.520> quote<00:01:45.759> conclusions<00:01:46.159> I 00:01:46.310 --> 00:01:46.320 align:start position:0% it. Like most of the quote conclusions I 00:01:46.320 --> 00:01:47.990 align:start position:0% it. Like most of the quote conclusions I start<00:01:46.399> with<00:01:46.560> are<00:01:46.720> like<00:01:46.880> who<00:01:47.040> here<00:01:47.280> has<00:01:47.520> said 00:01:47.990 --> 00:01:48.000 align:start position:0% start with are like who here has said 00:01:48.000 --> 00:01:50.149 align:start position:0% start with are like who here has said emotional<00:01:48.560> versus<00:01:49.200> um<00:01:49.439> logical<00:01:49.840> buyers, 00:01:50.149 --> 00:01:50.159 align:start position:0% emotional versus um logical buyers, 00:01:50.159 --> 00:01:51.749 align:start position:0% emotional versus um logical buyers, right?<00:01:50.399> Everyone<00:01:50.640> raised<00:01:50.880> their<00:01:51.040> hands.<00:01:51.680> But 00:01:51.749 --> 00:01:51.759 align:start position:0% right? Everyone raised their hands. But 00:01:51.759 --> 00:01:53.270 align:start position:0% right? Everyone raised their hands. But the<00:01:51.920> thing<00:01:52.000> is<00:01:52.159> is<00:01:52.320> like<00:01:52.479> I<00:01:52.640> heard<00:01:52.799> that<00:01:52.960> and<00:01:53.200> I 00:01:53.270 --> 00:01:53.280 align:start position:0% the thing is is like I heard that and I 00:01:53.280 --> 00:01:54.469 align:start position:0% the thing is is like I heard that and I used<00:01:53.439> to<00:01:53.520> parro<00:01:53.759> it<00:01:53.920> because<00:01:54.079> other<00:01:54.320> people 00:01:54.469 --> 00:01:54.479 align:start position:0% used to parro it because other people 00:01:54.479 --> 00:01:55.590 align:start position:0% used to parro it because other people said<00:01:54.640> it<00:01:54.720> before<00:01:54.960> me,<00:01:55.040> but<00:01:55.200> I<00:01:55.280> never<00:01:55.439> really 00:01:55.590 --> 00:01:55.600 align:start position:0% said it before me, but I never really 00:01:55.600 --> 00:01:56.550 align:start position:0% said it before me, but I never really thought<00:01:55.759> about<00:01:55.840> it.<00:01:56.000> And<00:01:56.079> I<00:01:56.159> was<00:01:56.240> like<00:01:56.399> well 00:01:56.550 --> 00:01:56.560 align:start position:0% thought about it. And I was like well 00:01:56.560 --> 00:01:57.670 align:start position:0% thought about it. And I was like well how<00:01:56.640> the<00:01:56.799> [ __ ]<00:01:56.880> do<00:01:57.040> you<00:01:57.119> know<00:01:57.200> if<00:01:57.280> someone's<00:01:57.520> an 00:01:57.670 --> 00:01:57.680 align:start position:0% how the [ __ ] do you know if someone's an 00:01:57.680 --> 00:01:59.270 align:start position:0% how the [ __ ] do you know if someone's an emotional<00:01:58.000> or<00:01:58.159> logical<00:01:58.479> buyer?<00:01:59.040> You<00:01:59.200> just 00:01:59.270 --> 00:01:59.280 align:start position:0% emotional or logical buyer? You just 00:01:59.280 --> 00:02:03.109 align:start position:0% emotional or logical buyer? You just know<00:01:59.439> if<00:01:59.600> they<00:01:59.759> bought.<00:02:01.040> Okay.<00:02:01.840> Well,<00:02:02.640> do<00:02:02.880> they 00:02:03.109 --> 00:02:03.119 align:start position:0% know if they bought. Okay. Well, do they 00:02:03.119 --> 00:02:05.830 align:start position:0% know if they bought. Okay. Well, do they know<00:02:03.200> why<00:02:03.439> they<00:02:03.600> bought?<00:02:04.240> No. 00:02:05.830 --> 00:02:05.840 align:start position:0% know why they bought? No. 00:02:05.840 --> 00:02:07.749 align:start position:0% know why they bought? No. Like,<00:02:06.159> why<00:02:06.399> do<00:02:06.560> you<00:02:06.719> do<00:02:06.880> anything?<00:02:07.360> No<00:02:07.600> one 00:02:07.749 --> 00:02:07.759 align:start position:0% Like, why do you do anything? No one 00:02:07.759 --> 00:02:09.109 align:start position:0% Like, why do you do anything? No one knows.<00:02:08.080> Like,<00:02:08.319> how<00:02:08.399> did<00:02:08.560> they<00:02:08.720> like<00:02:08.879> if<00:02:08.959> they 00:02:09.109 --> 00:02:09.119 align:start position:0% knows. Like, how did they like if they 00:02:09.119 --> 00:02:10.309 align:start position:0% knows. Like, how did they like if they don't<00:02:09.280> know<00:02:09.360> why<00:02:09.520> they<00:02:09.679> did<00:02:09.840> something,<00:02:10.160> how 00:02:10.309 --> 00:02:10.319 align:start position:0% don't know why they did something, how 00:02:10.319 --> 00:02:12.630 align:start position:0% don't know why they did something, how am<00:02:10.399> I<00:02:10.560> going<00:02:10.640> to<00:02:10.720> know,<00:02:11.520> right?<00:02:12.080> And<00:02:12.319> so,<00:02:12.480> I 00:02:12.630 --> 00:02:12.640 align:start position:0% am I going to know, right? And so, I 00:02:12.640 --> 00:02:14.150 align:start position:0% am I going to know, right? And so, I just<00:02:12.800> think,<00:02:13.040> okay,<00:02:13.200> well,<00:02:13.440> I<00:02:13.599> do<00:02:13.760> know<00:02:13.920> that 00:02:14.150 --> 00:02:14.160 align:start position:0% just think, okay, well, I do know that 00:02:14.160 --> 00:02:15.990 align:start position:0% just think, okay, well, I do know that the<00:02:14.319> more<00:02:14.560> information<00:02:14.879> someone<00:02:15.200> consumes, 00:02:15.990 --> 00:02:16.000 align:start position:0% the more information someone consumes, 00:02:16.000 --> 00:02:17.670 align:start position:0% the more information someone consumes, the<00:02:16.239> more<00:02:16.400> likely<00:02:16.640> are<00:02:16.800> there<00:02:16.959> to<00:02:17.120> make<00:02:17.520> they 00:02:17.670 --> 00:02:17.680 align:start position:0% the more likely are there to make they 00:02:17.680 --> 00:02:19.190 align:start position:0% the more likely are there to make they are<00:02:17.840> to<00:02:17.920> buy.<00:02:18.239> Okay,<00:02:18.400> so<00:02:18.560> then<00:02:18.800> it's<00:02:19.040> actually 00:02:19.190 --> 00:02:19.200 align:start position:0% are to buy. Okay, so then it's actually 00:02:19.200 --> 00:02:21.350 align:start position:0% are to buy. Okay, so then it's actually a<00:02:19.360> continuum,<00:02:19.840> not<00:02:19.920> a<00:02:20.080> binary.<00:02:20.879> And<00:02:21.120> we<00:02:21.280> can 00:02:21.350 --> 00:02:21.360 align:start position:0% a continuum, not a binary. And we can 00:02:21.360 --> 00:02:23.110 align:start position:0% a continuum, not a binary. And we can just<00:02:21.520> move<00:02:21.760> people<00:02:22.080> along.<00:02:22.480> Okay,<00:02:22.800> that<00:02:22.959> makes 00:02:23.110 --> 00:02:23.120 align:start position:0% just move people along. Okay, that makes 00:02:23.120 --> 00:02:24.550 align:start position:0% just move people along. Okay, that makes sense.<00:02:23.280> That<00:02:23.440> also<00:02:23.680> syncs<00:02:23.920> with<00:02:24.080> how<00:02:24.239> branding 00:02:24.550 --> 00:02:24.560 align:start position:0% sense. That also syncs with how branding 00:02:24.560 --> 00:02:25.990 align:start position:0% sense. That also syncs with how branding works.<00:02:24.800> Okay,<00:02:25.040> and<00:02:25.120> then<00:02:25.280> that<00:02:25.760> kind<00:02:25.920> of 00:02:25.990 --> 00:02:26.000 align:start position:0% works. Okay, and then that kind of 00:02:26.000 --> 00:02:27.990 align:start position:0% works. Okay, and then that kind of leveling<00:02:26.319> up<00:02:26.480> from<00:02:26.640> there.<00:02:27.200> And<00:02:27.360> so<00:02:27.520> what<00:02:27.760> I'll 00:02:27.990 --> 00:02:28.000 align:start position:0% leveling up from there. And so what I'll 00:02:28.000 --> 00:02:30.630 align:start position:0% leveling up from there. And so what I'll start<00:02:28.080> with<00:02:28.319> is<00:02:28.560> all<00:02:28.800> of<00:02:28.879> my<00:02:29.120> like<00:02:29.920> anecdotal 00:02:30.630 --> 00:02:30.640 align:start position:0% start with is all of my like anecdotal 00:02:30.640 --> 00:02:32.550 align:start position:0% start with is all of my like anecdotal findings<00:02:31.280> of<00:02:31.599> all<00:02:31.760> the<00:02:32.000> things<00:02:32.160> that<00:02:32.319> I've 00:02:32.550 --> 00:02:32.560 align:start position:0% findings of all the things that I've 00:02:32.560 --> 00:02:34.390 align:start position:0% findings of all the things that I've learned<00:02:32.720> that<00:02:32.959> like<00:02:33.120> tend<00:02:33.440> to<00:02:33.599> work<00:02:34.080> and<00:02:34.239> then 00:02:34.390 --> 00:02:34.400 align:start position:0% learned that like tend to work and then 00:02:34.400 --> 00:02:37.190 align:start position:0% learned that like tend to work and then I<00:02:34.640> try<00:02:34.800> and<00:02:34.959> find<00:02:35.519> through<00:02:35.920> lines<00:02:36.319> that<00:02:36.720> unify 00:02:37.190 --> 00:02:37.200 align:start position:0% I try and find through lines that unify 00:02:37.200 --> 00:02:40.630 align:start position:0% I try and find through lines that unify them<00:02:37.440> into<00:02:37.840> principles<00:02:38.959> that<00:02:39.599> apply<00:02:40.080> across 00:02:40.630 --> 00:02:40.640 align:start position:0% them into principles that apply across 00:02:40.640 --> 00:02:43.350 align:start position:0% them into principles that apply across time.<00:02:41.360> And<00:02:41.519> so<00:02:41.680> for<00:02:41.920> me<00:02:42.080> I<00:02:42.239> retroactively<00:02:43.040> test 00:02:43.350 --> 00:02:43.360 align:start position:0% time. And so for me I retroactively test 00:02:43.360 --> 00:02:44.869 align:start position:0% time. And so for me I retroactively test stuff<00:02:43.519> to<00:02:43.760> make<00:02:43.920> sure<00:02:44.000> that<00:02:44.160> it's<00:02:44.400> true. 00:02:44.869 --> 00:02:44.879 align:start position:0% stuff to make sure that it's true. 00:02:44.879 --> 00:02:46.390 align:start position:0% stuff to make sure that it's true. That's<00:02:45.120> why<00:02:45.200> the<00:02:45.360> leads<00:02:45.760> book<00:02:45.920> was<00:02:46.080> so<00:02:46.239> hard 00:02:46.390 --> 00:02:46.400 align:start position:0% That's why the leads book was so hard 00:02:46.400 --> 00:02:48.309 align:start position:0% That's why the leads book was so hard because<00:02:46.720> media<00:02:47.040> changes<00:02:47.440> so<00:02:47.599> much.<00:02:47.920> Leads<00:02:48.239> was 00:02:48.309 --> 00:02:48.319 align:start position:0% because media changes so much. Leads was 00:02:48.319 --> 00:02:49.270 align:start position:0% because media changes so much. Leads was by<00:02:48.480> far<00:02:48.560> the<00:02:48.720> hardest<00:02:48.959> book<00:02:49.040> I've<00:02:49.200> ever 00:02:49.270 --> 00:02:49.280 align:start position:0% by far the hardest book I've ever 00:02:49.280 --> 00:02:50.470 align:start position:0% by far the hardest book I've ever written.<00:02:49.519> It<00:02:49.680> was<00:02:49.760> unbelievable.<00:02:50.239> It<00:02:50.319> was 00:02:50.470 --> 00:02:50.480 align:start position:0% written. It was unbelievable. It was 00:02:50.480 --> 00:02:51.030 align:start position:0% written. It was unbelievable. It was impossible. 00:02:51.030 --> 00:02:51.040 align:start position:0% impossible. 00:02:51.040 --> 00:02:51.509 align:start position:0% impossible. >> Okay, 00:02:51.509 --> 00:02:51.519 align:start position:0% >> Okay, 00:02:51.519 --> 00:02:53.110 align:start position:0% >> Okay, >> that's<00:02:51.760> it<00:02:51.920> was<00:02:52.160> 19<00:02:52.480> drafts.<00:02:52.879> It<00:02:52.959> was 00:02:53.110 --> 00:02:53.120 align:start position:0% >> that's it was 19 drafts. It was 00:02:53.120 --> 00:02:54.470 align:start position:0% >> that's it was 19 drafts. It was horrendous.<00:02:53.519> I<00:02:53.680> will<00:02:53.760> never<00:02:53.920> do<00:02:54.000> it.<00:02:54.160> So<00:02:54.319> you 00:02:54.470 --> 00:02:54.480 align:start position:0% horrendous. I will never do it. So you 00:02:54.480 --> 00:02:56.070 align:start position:0% horrendous. I will never do it. So you would<00:02:54.560> be<00:02:54.720> coming<00:02:54.879> back<00:02:55.040> to<00:02:55.200> these<00:02:55.519> and 00:02:56.070 --> 00:02:56.080 align:start position:0% would be coming back to these and 00:02:56.080 --> 00:02:57.830 align:start position:0% would be coming back to these and criticizing<00:02:56.720> yourself<00:02:57.120> again<00:02:57.280> and<00:02:57.519> again. 00:02:57.830 --> 00:02:57.840 align:start position:0% criticizing yourself again and again. 00:02:57.840 --> 00:02:59.589 align:start position:0% criticizing yourself again and again. >> I<00:02:58.000> want<00:02:58.080> to<00:02:58.160> break<00:02:58.319> it.<00:02:58.720> How<00:02:58.879> can<00:02:59.040> I<00:02:59.200> break<00:02:59.360> this 00:02:59.589 --> 00:02:59.599 align:start position:0% >> I want to break it. How can I break this 00:02:59.599 --> 00:03:00.790 align:start position:0% >> I want to break it. How can I break this model? 00:03:00.790 --> 00:03:00.800 align:start position:0% model? 00:03:00.800 --> 00:03:02.390 align:start position:0% model? >> Like<00:03:01.040> every<00:03:01.200> time<00:03:01.360> it's<00:03:01.519> like,<00:03:01.680> okay,<00:03:02.080> anyone. 00:03:02.390 --> 00:03:02.400 align:start position:0% >> Like every time it's like, okay, anyone. 00:03:02.400 --> 00:03:04.149 align:start position:0% >> Like every time it's like, okay, anyone. So<00:03:02.560> you<00:03:02.720> saw<00:03:02.800> the<00:03:02.959> Logan<00:03:03.200> Paul<00:03:03.440> thing,<00:03:03.760> right? 00:03:04.149 --> 00:03:04.159 align:start position:0% So you saw the Logan Paul thing, right? 00:03:04.159 --> 00:03:06.470 align:start position:0% So you saw the Logan Paul thing, right? And<00:03:04.319> so<00:03:04.560> he's<00:03:04.800> like,<00:03:05.040> okay,<00:03:05.760> discipline<00:03:06.239> is 00:03:06.470 --> 00:03:06.480 align:start position:0% And so he's like, okay, discipline is 00:03:06.480 --> 00:03:08.149 align:start position:0% And so he's like, okay, discipline is action<00:03:06.800> or<00:03:06.959> not<00:03:07.280> action?<00:03:07.519> And<00:03:07.680> I<00:03:07.840> was<00:03:07.920> like, 00:03:08.149 --> 00:03:08.159 align:start position:0% action or not action? And I was like, 00:03:08.159 --> 00:03:10.070 align:start position:0% action or not action? And I was like, okay,<00:03:08.560> well,<00:03:09.040> I<00:03:09.280> mean,<00:03:09.440> does<00:03:09.599> it<00:03:09.760> take 00:03:10.070 --> 00:03:10.080 align:start position:0% okay, well, I mean, does it take 00:03:10.080 --> 00:03:11.910 align:start position:0% okay, well, I mean, does it take discipline<00:03:10.480> to<00:03:10.640> have<00:03:10.800> sex<00:03:11.040> with<00:03:11.440> somebody<00:03:11.680> you 00:03:11.910 --> 00:03:11.920 align:start position:0% discipline to have sex with somebody you 00:03:11.920 --> 00:03:14.149 align:start position:0% discipline to have sex with somebody you like?<00:03:12.239> No.<00:03:12.959> Okay,<00:03:13.360> well<00:03:13.599> then<00:03:13.760> that's<00:03:14.000> an 00:03:14.149 --> 00:03:14.159 align:start position:0% like? No. Okay, well then that's an 00:03:14.159 --> 00:03:15.910 align:start position:0% like? No. Okay, well then that's an action.<00:03:14.560> So<00:03:14.720> how<00:03:14.879> is<00:03:14.959> that<00:03:15.519> that's<00:03:15.760> not 00:03:15.910 --> 00:03:15.920 align:start position:0% action. So how is that that's not 00:03:15.920 --> 00:03:17.670 align:start position:0% action. So how is that that's not discipline?<00:03:16.400> Okay,<00:03:16.720> so<00:03:17.040> I<00:03:17.200> used<00:03:17.440> your 00:03:17.670 --> 00:03:17.680 align:start position:0% discipline? Okay, so I used your 00:03:17.680 --> 00:03:18.790 align:start position:0% discipline? Okay, so I used your definition<00:03:17.920> and<00:03:18.159> found<00:03:18.400> something<00:03:18.560> that's 00:03:18.790 --> 00:03:18.800 align:start position:0% definition and found something that's 00:03:18.800 --> 00:03:20.710 align:start position:0% definition and found something that's clearly<00:03:19.120> not<00:03:19.280> discipline.<00:03:20.000> So<00:03:20.239> that<00:03:20.400> breaks 00:03:20.710 --> 00:03:20.720 align:start position:0% clearly not discipline. So that breaks 00:03:20.720 --> 00:03:22.630 align:start position:0% clearly not discipline. So that breaks the<00:03:20.879> definition.<00:03:21.599> And<00:03:21.840> so<00:03:22.080> in<00:03:22.319> thinking<00:03:22.560> about 00:03:22.630 --> 00:03:22.640 align:start position:0% the definition. And so in thinking about 00:03:22.640 --> 00:03:24.390 align:start position:0% the definition. And so in thinking about it<00:03:22.800> from<00:03:23.040> that<00:03:23.200> perspective,<00:03:23.920> I<00:03:24.080> just<00:03:24.239> think 00:03:24.390 --> 00:03:24.400 align:start position:0% it from that perspective, I just think 00:03:24.400 --> 00:03:25.670 align:start position:0% it from that perspective, I just think like<00:03:24.560> how<00:03:24.720> can<00:03:24.879> I<00:03:25.040> create<00:03:25.120> a<00:03:25.360> definition 00:03:25.670 --> 00:03:25.680 align:start position:0% like how can I create a definition 00:03:25.680 --> 00:03:27.430 align:start position:0% like how can I create a definition around<00:03:25.920> something<00:03:26.400> that<00:03:26.720> doesn't<00:03:26.959> break<00:03:27.200> it? 00:03:27.430 --> 00:03:27.440 align:start position:0% around something that doesn't break it? 00:03:27.440 --> 00:03:29.110 align:start position:0% around something that doesn't break it? What<00:03:27.599> is<00:03:27.760> influence?<00:03:28.560> The<00:03:28.720> likelihood 00:03:29.110 --> 00:03:29.120 align:start position:0% What is influence? The likelihood 00:03:29.120 --> 00:03:30.309 align:start position:0% What is influence? The likelihood someone<00:03:29.360> complies<00:03:29.599> with<00:03:29.760> the<00:03:29.920> request,<00:03:30.239> I 00:03:30.309 --> 00:03:30.319 align:start position:0% someone complies with the request, I 00:03:30.319 --> 00:03:31.589 align:start position:0% someone complies with the request, I feel<00:03:30.480> like<00:03:30.640> it's<00:03:30.799> pretty<00:03:30.959> strong.<00:03:31.200> Is<00:03:31.360> there 00:03:31.589 --> 00:03:31.599 align:start position:0% feel like it's pretty strong. Is there 00:03:31.599 --> 00:03:32.710 align:start position:0% feel like it's pretty strong. Is there something<00:03:31.680> that's<00:03:31.920> not<00:03:32.159> that<00:03:32.400> that's<00:03:32.560> not 00:03:32.710 --> 00:03:32.720 align:start position:0% something that's not that that's not 00:03:32.720 --> 00:03:33.990 align:start position:0% something that's not that that's not influence?<00:03:33.200> I<00:03:33.360> don't<00:03:33.440> know.<00:03:33.599> That<00:03:33.760> feels 00:03:33.990 --> 00:03:34.000 align:start position:0% influence? I don't know. That feels 00:03:34.000 --> 00:03:35.750 align:start position:0% influence? I don't know. That feels pretty<00:03:34.159> good<00:03:34.239> to<00:03:34.400> me.<00:03:34.799> And<00:03:35.040> until<00:03:35.440> I<00:03:35.599> find 00:03:35.750 --> 00:03:35.760 align:start position:0% pretty good to me. And until I find 00:03:35.760 --> 00:03:37.190 align:start position:0% pretty good to me. And until I find something<00:03:35.920> that<00:03:36.159> breaks<00:03:36.400> that<00:03:36.560> definition, 00:03:37.190 --> 00:03:37.200 align:start position:0% something that breaks that definition, 00:03:37.200 --> 00:03:39.270 align:start position:0% something that breaks that definition, that'll<00:03:37.519> be<00:03:37.680> my<00:03:37.840> working<00:03:38.159> definition.<00:03:38.879> And<00:03:39.040> so 00:03:39.270 --> 00:03:39.280 align:start position:0% that'll be my working definition. And so 00:03:39.280 --> 00:03:40.630 align:start position:0% that'll be my working definition. And so almost<00:03:39.519> every<00:03:39.760> one<00:03:39.840> of<00:03:39.920> the<00:03:40.080> books<00:03:40.239> I<00:03:40.400> have 00:03:40.630 --> 00:03:40.640 align:start position:0% almost every one of the books I have 00:03:40.640 --> 00:03:43.430 align:start position:0% almost every one of the books I have starts<00:03:40.879> with<00:03:41.440> what<00:03:41.680> is<00:03:42.000> this?<00:03:42.959> What's<00:03:43.200> an 00:03:43.430 --> 00:03:43.440 align:start position:0% starts with what is this? What's an 00:03:43.440 --> 00:03:45.990 align:start position:0% starts with what is this? What's an offer?<00:03:44.159> What's<00:03:44.400> a<00:03:44.560> money<00:03:44.799> model?<00:03:45.680> What<00:03:45.840> are 00:03:45.990 --> 00:03:46.000 align:start position:0% offer? What's a money model? What are 00:03:46.000 --> 00:03:48.550 align:start position:0% offer? What's a money model? What are leads?<00:03:46.959> What<00:03:47.040> is<00:03:47.200> an<00:03:47.360> engaged<00:03:47.680> lead?<00:03:48.319> What's 00:03:48.550 --> 00:03:48.560 align:start position:0% leads? What is an engaged lead? What's 00:03:48.560 --> 00:03:51.110 align:start position:0% leads? What is an engaged lead? What's advertising?<00:03:49.519> What<00:03:49.680> is<00:03:49.920> selling?<00:03:50.560> And<00:03:50.720> so<00:03:50.879> I 00:03:51.110 --> 00:03:51.120 align:start position:0% advertising? What is selling? And so I 00:03:51.120 --> 00:03:53.350 align:start position:0% advertising? What is selling? And so I start<00:03:51.280> with<00:03:51.519> what<00:03:51.760> is<00:03:51.920> this<00:03:52.159> thing?<00:03:52.879> And<00:03:53.120> the 00:03:53.350 --> 00:03:53.360 align:start position:0% start with what is this thing? And the 00:03:53.360 --> 00:03:54.630 align:start position:0% start with what is this thing? And the reason<00:03:53.440> that<00:03:53.680> I<00:03:53.840> think<00:03:53.920> the<00:03:54.080> content<00:03:54.319> that<00:03:54.480> I 00:03:54.630 --> 00:03:54.640 align:start position:0% reason that I think the content that I 00:03:54.640 --> 00:03:57.030 align:start position:0% reason that I think the content that I have<00:03:55.120> disproportionately<00:03:55.840> performs<00:03:56.560> is<00:03:56.879> that 00:03:57.030 --> 00:03:57.040 align:start position:0% have disproportionately performs is that 00:03:57.040 --> 00:03:59.429 align:start position:0% have disproportionately performs is that I<00:03:57.760> act<00:03:58.000> as<00:03:58.239> though<00:03:58.560> I'm<00:03:58.879> speaking<00:03:59.120> to<00:03:59.280> an 00:03:59.429 --> 00:03:59.439 align:start position:0% I act as though I'm speaking to an 00:03:59.439 --> 00:04:01.429 align:start position:0% I act as though I'm speaking to an autist. 00:04:01.429 --> 00:04:01.439 align:start position:0% autist. 00:04:01.439 --> 00:04:03.670 align:start position:0% autist. And<00:04:01.599> so<00:04:01.760> the<00:04:02.000> idea<00:04:02.159> is<00:04:02.319> that<00:04:02.560> an<00:04:02.799> an<00:04:03.040> autist<00:04:03.519> can 00:04:03.670 --> 00:04:03.680 align:start position:0% And so the idea is that an an autist can 00:04:03.680 --> 00:04:05.750 align:start position:0% And so the idea is that an an autist can only<00:04:03.920> observe<00:04:04.319> what<00:04:04.480> they<00:04:04.720> can<00:04:04.959> see,<00:04:05.519> right? 00:04:05.750 --> 00:04:05.760 align:start position:0% only observe what they can see, right? 00:04:05.760 --> 00:04:10.550 align:start position:0% only observe what they can see, right? They're<00:04:06.080> not<00:04:06.239> going<00:04:06.400> to<00:04:06.959> um<00:04:08.400> uh<00:04:08.879> interpret<00:04:10.239> uh 00:04:10.550 --> 00:04:10.560 align:start position:0% They're not going to um uh interpret uh 00:04:10.560 --> 00:04:12.869 align:start position:0% They're not going to um uh interpret uh you<00:04:10.720> know<00:04:10.959> sarcasm<00:04:11.680> or<00:04:12.000> additional<00:04:12.480> meaning 00:04:12.869 --> 00:04:12.879 align:start position:0% you know sarcasm or additional meaning 00:04:12.879 --> 00:04:14.470 align:start position:0% you know sarcasm or additional meaning reading<00:04:13.120> between<00:04:13.360> the<00:04:13.599> lines.<00:04:14.159> They're 00:04:14.470 --> 00:04:14.480 align:start position:0% reading between the lines. They're 00:04:14.480 --> 00:04:16.789 align:start position:0% reading between the lines. They're absolutists.<00:04:15.280> They're<00:04:15.439> objectivists.<00:04:16.560> But 00:04:16.789 --> 00:04:16.799 align:start position:0% absolutists. They're objectivists. But 00:04:16.799 --> 00:04:18.229 align:start position:0% absolutists. They're objectivists. But that<00:04:17.040> also<00:04:17.280> means<00:04:17.440> that<00:04:17.680> you<00:04:17.840> can<00:04:17.919> teach 00:04:18.229 --> 00:04:18.239 align:start position:0% that also means that you can teach 00:04:18.239 --> 00:04:20.310 align:start position:0% that also means that you can teach everyone<00:04:18.959> when<00:04:19.199> you<00:04:19.359> boil<00:04:19.600> it<00:04:19.759> down<00:04:19.919> to<00:04:20.079> only 00:04:20.310 --> 00:04:20.320 align:start position:0% everyone when you boil it down to only 00:04:20.320 --> 00:04:21.670 align:start position:0% everyone when you boil it down to only things<00:04:20.479> that<00:04:20.639> are<00:04:20.799> observable<00:04:21.440> because 00:04:21.670 --> 00:04:21.680 align:start position:0% things that are observable because 00:04:21.680 --> 00:04:23.110 align:start position:0% things that are observable because there's<00:04:22.000> nothing<00:04:22.240> you<00:04:22.400> can<00:04:22.560> question<00:04:22.880> about 00:04:23.110 --> 00:04:23.120 align:start position:0% there's nothing you can question about 00:04:23.120 --> 00:04:25.189 align:start position:0% there's nothing you can question about it.<00:04:23.600> So<00:04:23.759> if<00:04:23.919> I'm<00:04:24.080> a<00:04:24.240> court<00:04:24.479> reporter<00:04:24.800> or<00:04:24.880> if<00:04:25.040> I'm 00:04:25.189 --> 00:04:25.199 align:start position:0% it. So if I'm a court reporter or if I'm 00:04:25.199 --> 00:04:27.270 align:start position:0% it. So if I'm a court reporter or if I'm explaining<00:04:25.440> this<00:04:25.600> to<00:04:25.759> an<00:04:25.919> alien,<00:04:26.639> I<00:04:26.880> can't<00:04:27.040> say 00:04:27.270 --> 00:04:27.280 align:start position:0% explaining this to an alien, I can't say 00:04:27.280 --> 00:04:28.950 align:start position:0% explaining this to an alien, I can't say it<00:04:27.440> kind<00:04:27.600> of<00:04:27.759> feels<00:04:28.080> like<00:04:28.320> it's<00:04:28.479> like<00:04:28.639> that's 00:04:28.950 --> 00:04:28.960 align:start position:0% it kind of feels like it's like that's 00:04:28.960 --> 00:04:30.950 align:start position:0% it kind of feels like it's like that's not<00:04:29.120> helpful.<00:04:29.840> So<00:04:30.000> I<00:04:30.160> have<00:04:30.240> to<00:04:30.400> define<00:04:30.720> things 00:04:30.950 --> 00:04:30.960 align:start position:0% not helpful. So I have to define things 00:04:30.960 --> 00:04:32.310 align:start position:0% not helpful. So I have to define things in<00:04:31.120> terms<00:04:31.280> of<00:04:31.440> things<00:04:31.520> that<00:04:31.680> are<00:04:31.840> observable. 00:04:32.310 --> 00:04:32.320 align:start position:0% in terms of things that are observable. 00:04:32.320 --> 00:04:33.909 align:start position:0% in terms of things that are observable. And<00:04:32.400> when<00:04:32.560> you<00:04:32.720> do<00:04:32.800> that,<00:04:33.199> way<00:04:33.440> more<00:04:33.680> people 00:04:33.909 --> 00:04:33.919 align:start position:0% And when you do that, way more people 00:04:33.919 --> 00:04:36.070 align:start position:0% And when you do that, way more people get<00:04:34.160> it<00:04:34.880> because<00:04:35.199> everyone<00:04:35.520> can<00:04:35.680> agree<00:04:35.919> on 00:04:36.070 --> 00:04:36.080 align:start position:0% get it because everyone can agree on 00:04:36.080 --> 00:04:37.590 align:start position:0% get it because everyone can agree on what<00:04:36.240> they<00:04:36.400> can<00:04:36.479> observe,<00:04:36.960> not<00:04:37.120> on<00:04:37.280> what<00:04:37.440> they 00:04:37.590 --> 00:04:37.600 align:start position:0% what they can observe, not on what they 00:04:37.600 --> 00:04:39.590 align:start position:0% what they can observe, not on what they feel.<00:04:38.320> And<00:04:38.560> most<00:04:38.800> of<00:04:38.960> the<00:04:39.120> stuff<00:04:39.199> that's<00:04:39.520> out 00:04:39.590 --> 00:04:39.600 align:start position:0% feel. And most of the stuff that's out 00:04:39.600 --> 00:04:41.510 align:start position:0% feel. And most of the stuff that's out there<00:04:39.759> in<00:04:40.000> terms<00:04:40.160> of<00:04:40.320> education,<00:04:41.120> especially 00:04:41.510 --> 00:04:41.520 align:start position:0% there in terms of education, especially 00:04:41.520 --> 00:04:43.270 align:start position:0% there in terms of education, especially in<00:04:41.680> the<00:04:41.840> business<00:04:42.080> space,<00:04:42.720> I<00:04:42.960> know<00:04:43.040> you're<00:04:43.199> in 00:04:43.270 --> 00:04:43.280 align:start position:0% in the business space, I know you're in 00:04:43.280 --> 00:04:44.390 align:start position:0% in the business space, I know you're in the<00:04:43.360> language<00:04:43.600> space,<00:04:43.840> but<00:04:44.000> especially<00:04:44.240> in 00:04:44.390 --> 00:04:44.400 align:start position:0% the language space, but especially in 00:04:44.400 --> 00:04:45.749 align:start position:0% the language space, but especially in the<00:04:44.560> business<00:04:44.720> space, 00:04:45.749 --> 00:04:45.759 align:start position:0% the business space, 00:04:45.759 --> 00:04:49.110 align:start position:0% the business space, >> um,<00:04:46.400> does<00:04:46.560> a<00:04:46.800> lot<00:04:46.880> of<00:04:47.199> woowoo<00:04:48.160> and<00:04:48.560> mysticism 00:04:49.110 --> 00:04:49.120 align:start position:0% >> um, does a lot of woowoo and mysticism 00:04:49.120 --> 00:04:51.749 align:start position:0% >> um, does a lot of woowoo and mysticism and<00:04:49.360> mythology<00:04:49.840> and<00:04:50.000> superstition.<00:04:51.040> Um,<00:04:51.520> and 00:04:51.749 --> 00:04:51.759 align:start position:0% and mythology and superstition. Um, and 00:04:51.759 --> 00:04:53.430 align:start position:0% and mythology and superstition. Um, and the<00:04:52.000> reason<00:04:52.160> for<00:04:52.400> that<00:04:52.560> is<00:04:52.800> because<00:04:52.960> it's<00:04:53.199> so 00:04:53.430 --> 00:04:53.440 align:start position:0% the reason for that is because it's so 00:04:53.440 --> 00:04:55.430 align:start position:0% the reason for that is because it's so quickly<00:04:53.759> reinforced.<00:04:54.479> And<00:04:54.639> so,<00:04:54.880> like,<00:04:55.040> if<00:04:55.280> I'm 00:04:55.430 --> 00:04:55.440 align:start position:0% quickly reinforced. And so, like, if I'm 00:04:55.440 --> 00:04:58.469 align:start position:0% quickly reinforced. And so, like, if I'm a<00:04:55.600> sales<00:04:55.840> guy<00:04:56.560> and<00:04:56.960> I<00:04:57.360> sneeze<00:04:57.759> right<00:04:58.000> before<00:04:58.160> I 00:04:58.469 --> 00:04:58.479 align:start position:0% a sales guy and I sneeze right before I 00:04:58.479 --> 00:05:00.710 align:start position:0% a sales guy and I sneeze right before I make<00:04:58.800> an<00:04:59.120> offer<00:04:59.520> and<00:04:59.759> then<00:04:59.919> the<00:05:00.160> person<00:05:00.400> buys, 00:05:00.710 --> 00:05:00.720 align:start position:0% make an offer and then the person buys, 00:05:00.720 --> 00:05:02.230 align:start position:0% make an offer and then the person buys, I'm<00:05:00.880> going<00:05:00.960> to<00:05:01.040> be<00:05:01.120> like,<00:05:01.199> "Oh<00:05:01.440> my<00:05:01.520> god,<00:05:01.919> I<00:05:02.160> got 00:05:02.230 --> 00:05:02.240 align:start position:0% I'm going to be like, "Oh my god, I got 00:05:02.240 --> 00:05:04.870 align:start position:0% I'm going to be like, "Oh my god, I got to<00:05:02.400> sneeze<00:05:02.800> every<00:05:03.120> time."<00:05:03.840> Right?<00:05:04.560> Whenever 00:05:04.870 --> 00:05:04.880 align:start position:0% to sneeze every time." Right? Whenever 00:05:04.880 --> 00:05:06.390 align:start position:0% to sneeze every time." Right? Whenever you<00:05:05.040> have<00:05:05.120> a<00:05:05.280> fast<00:05:05.520> reinforcement<00:05:06.080> loop, 00:05:06.390 --> 00:05:06.400 align:start position:0% you have a fast reinforcement loop, 00:05:06.400 --> 00:05:08.230 align:start position:0% you have a fast reinforcement loop, that's<00:05:06.560> where<00:05:06.720> superstition<00:05:07.280> occurs.<00:05:07.919> And<00:05:08.080> so 00:05:08.230 --> 00:05:08.240 align:start position:0% that's where superstition occurs. And so 00:05:08.240 --> 00:05:09.670 align:start position:0% that's where superstition occurs. And so like<00:05:08.400> when<00:05:08.560> you<00:05:08.720> have<00:05:08.800> a<00:05:08.880> baseball<00:05:09.199> player,<00:05:09.520> he 00:05:09.670 --> 00:05:09.680 align:start position:0% like when you have a baseball player, he 00:05:09.680 --> 00:05:10.790 align:start position:0% like when you have a baseball player, he steps<00:05:09.919> up<00:05:10.000> to<00:05:10.080> the<00:05:10.160> plate,<00:05:10.400> they<00:05:10.560> have<00:05:10.639> their 00:05:10.790 --> 00:05:10.800 align:start position:0% steps up to the plate, they have their 00:05:10.800 --> 00:05:12.230 align:start position:0% steps up to the plate, they have their little<00:05:11.039> dance<00:05:11.280> they<00:05:11.440> do<00:05:11.600> and<00:05:11.759> they<00:05:11.919> get<00:05:12.000> ready 00:05:12.230 --> 00:05:12.240 align:start position:0% little dance they do and they get ready 00:05:12.240 --> 00:05:13.590 align:start position:0% little dance they do and they get ready because<00:05:12.560> right<00:05:12.720> after<00:05:12.880> that<00:05:13.039> they<00:05:13.360> hit<00:05:13.440> the 00:05:13.590 --> 00:05:13.600 align:start position:0% because right after that they hit the 00:05:13.600 --> 00:05:14.550 align:start position:0% because right after that they hit the ball,<00:05:13.759> they<00:05:13.840> don't<00:05:14.000> hit<00:05:14.080> the<00:05:14.160> ball.<00:05:14.320> So<00:05:14.400> it's<00:05:14.479> a 00:05:14.550 --> 00:05:14.560 align:start position:0% ball, they don't hit the ball. So it's a 00:05:14.560 --> 00:05:16.390 align:start position:0% ball, they don't hit the ball. So it's a very<00:05:14.720> fast<00:05:15.120> uh<00:05:15.280> feedback<00:05:15.600> loop.<00:05:16.000> If<00:05:16.160> you're<00:05:16.240> a 00:05:16.390 --> 00:05:16.400 align:start position:0% very fast uh feedback loop. If you're a 00:05:16.400 --> 00:05:17.350 align:start position:0% very fast uh feedback loop. If you're a basketball<00:05:16.639> player,<00:05:16.960> they<00:05:17.120> have<00:05:17.199> their 00:05:17.350 --> 00:05:17.360 align:start position:0% basketball player, they have their 00:05:17.360 --> 00:05:18.629 align:start position:0% basketball player, they have their whole,<00:05:17.759> you<00:05:17.840> know,<00:05:18.000> thing<00:05:18.160> they<00:05:18.320> do<00:05:18.479> before 00:05:18.629 --> 00:05:18.639 align:start position:0% whole, you know, thing they do before 00:05:18.639 --> 00:05:20.150 align:start position:0% whole, you know, thing they do before they<00:05:18.800> do<00:05:18.880> their<00:05:19.039> foul<00:05:19.280> shots.<00:05:19.840> And<00:05:20.000> it's 00:05:20.150 --> 00:05:20.160 align:start position:0% they do their foul shots. And it's 00:05:20.160 --> 00:05:21.510 align:start position:0% they do their foul shots. And it's because<00:05:20.320> there's<00:05:20.479> a<00:05:20.639> fast<00:05:20.880> feedback<00:05:21.199> loop. 00:05:21.510 --> 00:05:21.520 align:start position:0% because there's a fast feedback loop. 00:05:21.520 --> 00:05:23.270 align:start position:0% because there's a fast feedback loop. And<00:05:21.680> so<00:05:21.919> fast<00:05:22.160> feedback<00:05:22.400> loops<00:05:22.800> means<00:05:22.960> very 00:05:23.270 --> 00:05:23.280 align:start position:0% And so fast feedback loops means very 00:05:23.280 --> 00:05:24.629 align:start position:0% And so fast feedback loops means very good<00:05:23.440> for<00:05:23.600> learning,<00:05:23.919> but<00:05:24.160> you<00:05:24.320> don't<00:05:24.479> always 00:05:24.629 --> 00:05:24.639 align:start position:0% good for learning, but you don't always 00:05:24.639 --> 00:05:27.350 align:start position:0% good for learning, but you don't always learn<00:05:24.880> the<00:05:25.039> right<00:05:25.280> thing.<00:05:26.400> And<00:05:26.560> so<00:05:26.720> for<00:05:26.960> me,<00:05:27.120> I 00:05:27.350 --> 00:05:27.360 align:start position:0% learn the right thing. And so for me, I 00:05:27.360 --> 00:05:29.110 align:start position:0% learn the right thing. And so for me, I have<00:05:27.440> to<00:05:27.600> think<00:05:28.080> what<00:05:28.320> things<00:05:28.560> can<00:05:28.720> I<00:05:28.800> observe 00:05:29.110 --> 00:05:29.120 align:start position:0% have to think what things can I observe 00:05:29.120 --> 00:05:31.189 align:start position:0% have to think what things can I observe to<00:05:29.280> be<00:05:29.440> true<00:05:30.000> and<00:05:30.240> then<00:05:30.479> only<00:05:30.800> talk<00:05:31.039> about 00:05:31.189 --> 00:05:31.199 align:start position:0% to be true and then only talk about 00:05:31.199 --> 00:05:33.110 align:start position:0% to be true and then only talk about those<00:05:31.520> things.<00:05:31.919> And<00:05:32.160> then<00:05:32.320> when<00:05:32.479> I<00:05:32.639> describe 00:05:33.110 --> 00:05:33.120 align:start position:0% those things. And then when I describe 00:05:33.120 --> 00:05:35.510 align:start position:0% those things. And then when I describe sales<00:05:33.440> in<00:05:33.600> that<00:05:33.840> way,<00:05:34.560> it<00:05:34.800> makes<00:05:35.039> it<00:05:35.280> cuts 00:05:35.510 --> 00:05:35.520 align:start position:0% sales in that way, it makes it cuts 00:05:35.520 --> 00:05:37.350 align:start position:0% sales in that way, it makes it cuts through<00:05:35.680> the<00:05:35.840> [ __ ]<00:05:36.560> And<00:05:36.720> so<00:05:36.880> if<00:05:37.039> I<00:05:37.199> write 00:05:37.350 --> 00:05:37.360 align:start position:0% through the [ __ ] And so if I write 00:05:37.360 --> 00:05:39.990 align:start position:0% through the [ __ ] And so if I write a<00:05:37.520> sales<00:05:37.840> book,<00:05:38.400> like<00:05:38.880> anybody<00:05:39.360> have<00:05:39.440> the<00:05:39.759> um 00:05:39.990 --> 00:05:40.000 align:start position:0% a sales book, like anybody have the um 00:05:40.000 --> 00:05:42.469 align:start position:0% a sales book, like anybody have the um sales<00:05:40.320> handbook?<00:05:41.759> Has<00:05:42.000> anyone<00:05:42.240> read<00:05:42.400> the 00:05:42.469 --> 00:05:42.479 align:start position:0% sales handbook? Has anyone read the 00:05:42.479 --> 00:05:44.230 align:start position:0% sales handbook? Has anyone read the sales<00:05:42.720> handbook?<00:05:43.039> Who<00:05:43.120> has<00:05:43.280> their<00:05:43.440> hand<00:05:43.600> up? 00:05:44.230 --> 00:05:44.240 align:start position:0% sales handbook? Who has their hand up? 00:05:44.240 --> 00:05:46.629 align:start position:0% sales handbook? Who has their hand up? It's<00:05:44.479> good,<00:05:44.720> right?<00:05:45.520> Savage.<00:05:46.240> I<00:05:46.400> mean,<00:05:46.479> it's 00:05:46.629 --> 00:05:46.639 align:start position:0% It's good, right? Savage. I mean, it's 00:05:46.639 --> 00:05:49.350 align:start position:0% It's good, right? Savage. I mean, it's it's<00:05:46.720> it's<00:05:47.759> [ __ ]<00:05:48.080> good.<00:05:48.463> [laughter] 00:05:49.350 --> 00:05:49.360 align:start position:0% it's it's [ __ ] good. [laughter] 00:05:49.360 --> 00:05:50.870 align:start position:0% it's it's [ __ ] good. [laughter] And<00:05:49.600> that's<00:05:49.840> just<00:05:49.919> like<00:05:50.080> the<00:05:50.240> first<00:05:50.400> 70<00:05:50.639> pages 00:05:50.870 --> 00:05:50.880 align:start position:0% And that's just like the first 70 pages 00:05:50.880 --> 00:05:52.710 align:start position:0% And that's just like the first 70 pages if<00:05:50.960> I<00:05:51.120> read<00:05:51.199> a<00:05:51.360> full<00:05:51.520> one.<00:05:51.919> But<00:05:52.160> part<00:05:52.400> of<00:05:52.479> what<00:05:52.639> I 00:05:52.710 --> 00:05:52.720 align:start position:0% if I read a full one. But part of what I 00:05:52.720 --> 00:05:54.710 align:start position:0% if I read a full one. But part of what I had<00:05:52.880> to<00:05:52.960> tackle<00:05:53.199> in<00:05:53.360> that<00:05:53.600> book<00:05:53.759> was<00:05:54.320> um<00:05:54.400> that<00:05:54.560> I 00:05:54.710 --> 00:05:54.720 align:start position:0% had to tackle in that book was um that I 00:05:54.720 --> 00:05:57.029 align:start position:0% had to tackle in that book was um that I hadn't<00:05:54.960> tackled<00:05:55.280> was<00:05:55.440> tonality.<00:05:56.479> So<00:05:56.639> a<00:05:56.800> lot<00:05:56.960> of 00:05:57.029 --> 00:05:57.039 align:start position:0% hadn't tackled was tonality. So a lot of 00:05:57.039 --> 00:05:58.790 align:start position:0% hadn't tackled was tonality. So a lot of people<00:05:57.199> talk<00:05:57.360> about<00:05:57.520> tone.<00:05:58.240> we<00:05:58.479> know<00:05:58.639> that 00:05:58.790 --> 00:05:58.800 align:start position:0% people talk about tone. we know that 00:05:58.800 --> 00:06:02.710 align:start position:0% people talk about tone. we know that it's<00:05:59.039> important<00:05:59.759> but<00:06:00.000> like<00:06:00.560> what<00:06:00.800> is<00:06:00.960> it<00:06:02.160> and<00:06:02.479> I 00:06:02.710 --> 00:06:02.720 align:start position:0% it's important but like what is it and I 00:06:02.720 --> 00:06:05.110 align:start position:0% it's important but like what is it and I used<00:06:02.800> to<00:06:02.960> hear<00:06:03.120> my<00:06:03.280> guys<00:06:03.520> be<00:06:03.680> like<00:06:03.840> hey<00:06:04.800> more 00:06:05.110 --> 00:06:05.120 align:start position:0% used to hear my guys be like hey more 00:06:05.120 --> 00:06:09.590 align:start position:0% used to hear my guys be like hey more curious<00:06:05.600> tone<00:06:06.240> and<00:06:06.479> I<00:06:06.639> was<00:06:06.720> like<00:06:07.440> what<00:06:07.759> is<00:06:08.000> that 00:06:09.590 --> 00:06:09.600 align:start position:0% curious tone and I was like what is that 00:06:09.600 --> 00:06:11.909 align:start position:0% curious tone and I was like what is that define<00:06:10.080> curious<00:06:10.560> tone<00:06:11.039> so<00:06:11.280> then<00:06:11.440> I<00:06:11.600> had<00:06:11.680> to<00:06:11.840> go 00:06:11.909 --> 00:06:11.919 align:start position:0% define curious tone so then I had to go 00:06:11.919 --> 00:06:13.830 align:start position:0% define curious tone so then I had to go to<00:06:12.400> what<00:06:12.560> are<00:06:12.720> the<00:06:12.800> things<00:06:12.960> you<00:06:13.199> a<00:06:13.440> human<00:06:13.600> being 00:06:13.830 --> 00:06:13.840 align:start position:0% to what are the things you a human being 00:06:13.840 --> 00:06:16.070 align:start position:0% to what are the things you a human being can<00:06:14.000> do<00:06:14.160> with<00:06:14.319> their<00:06:14.479> voice<00:06:15.360> and<00:06:15.520> so<00:06:15.680> you<00:06:15.919> can 00:06:16.070 --> 00:06:16.080 align:start position:0% can do with their voice and so you can 00:06:16.080 --> 00:06:19.350 align:start position:0% can do with their voice and so you can go<00:06:16.240> up<00:06:17.120> go<00:06:17.280> down<00:06:17.919> you<00:06:18.000> can<00:06:18.080> go<00:06:18.319> faster<00:06:19.039> go 00:06:19.350 --> 00:06:19.360 align:start position:0% go up go down you can go faster go 00:06:19.360 --> 00:06:22.309 align:start position:0% go up go down you can go faster go slower<00:06:20.240> you<00:06:20.479> can<00:06:20.639> pause 00:06:22.309 --> 00:06:22.319 align:start position:0% slower you can pause 00:06:22.319 --> 00:06:23.510 align:start position:0% slower you can pause right<00:06:22.479> so<00:06:22.639> it's<00:06:22.800> like<00:06:22.960> okay<00:06:23.120> what<00:06:23.199> are<00:06:23.280> all<00:06:23.360> the 00:06:23.510 --> 00:06:23.520 align:start position:0% right so it's like okay what are all the 00:06:23.520 --> 00:06:25.430 align:start position:0% right so it's like okay what are all the things<00:06:23.600> I<00:06:23.759> can<00:06:23.840> do<00:06:23.919> with<00:06:24.000> a<00:06:24.240> voice<00:06:25.039> then<00:06:25.280> I 00:06:25.430 --> 00:06:25.440 align:start position:0% things I can do with a voice then I 00:06:25.440 --> 00:06:26.629 align:start position:0% things I can do with a voice then I separated<00:06:25.919> okay<00:06:26.080> what<00:06:26.240> are<00:06:26.319> the<00:06:26.400> things<00:06:26.479> that 00:06:26.629 --> 00:06:26.639 align:start position:0% separated okay what are the things that 00:06:26.639 --> 00:06:27.670 align:start position:0% separated okay what are the things that need<00:06:26.720> to<00:06:26.880> be<00:06:26.960> constant<00:06:27.199> and<00:06:27.360> what<00:06:27.520> are<00:06:27.600> the 00:06:27.670 --> 00:06:27.680 align:start position:0% need to be constant and what are the 00:06:27.680 --> 00:06:29.270 align:start position:0% need to be constant and what are the things<00:06:27.759> that<00:06:28.080> variable.<00:06:28.720> And<00:06:28.880> so<00:06:28.960> it<00:06:29.120> turns 00:06:29.270 --> 00:06:29.280 align:start position:0% things that variable. And so it turns 00:06:29.280 --> 00:06:31.830 align:start position:0% things that variable. And so it turns out<00:06:29.360> that<00:06:29.600> for<00:06:29.840> me<00:06:30.080> I<00:06:30.319> define<00:06:30.960> tone<00:06:31.360> as<00:06:31.600> there's 00:06:31.830 --> 00:06:31.840 align:start position:0% out that for me I define tone as there's 00:06:31.840 --> 00:06:32.950 align:start position:0% out that for me I define tone as there's three<00:06:32.000> constants<00:06:32.400> and<00:06:32.560> there's<00:06:32.800> two 00:06:32.950 --> 00:06:32.960 align:start position:0% three constants and there's two 00:06:32.960 --> 00:06:34.790 align:start position:0% three constants and there's two variables.<00:06:33.759> So<00:06:33.919> the<00:06:34.080> constants<00:06:34.479> is<00:06:34.560> that<00:06:34.720> you 00:06:34.790 --> 00:06:34.800 align:start position:0% variables. So the constants is that you 00:06:34.800 --> 00:06:35.990 align:start position:0% variables. So the constants is that you have<00:06:34.880> to<00:06:34.960> speak<00:06:35.199> loud<00:06:35.440> enough<00:06:35.520> that<00:06:35.759> someone 00:06:35.990 --> 00:06:36.000 align:start position:0% have to speak loud enough that someone 00:06:36.000 --> 00:06:37.510 align:start position:0% have to speak loud enough that someone can<00:06:36.160> hear<00:06:36.319> you.<00:06:36.720> You<00:06:36.800> have<00:06:36.960> to<00:06:37.039> articulate 00:06:37.510 --> 00:06:37.520 align:start position:0% can hear you. You have to articulate 00:06:37.520 --> 00:06:39.110 align:start position:0% can hear you. You have to articulate clearly<00:06:37.840> enough<00:06:38.000> they<00:06:38.240> can<00:06:38.400> understand<00:06:38.800> you 00:06:39.110 --> 00:06:39.120 align:start position:0% clearly enough they can understand you 00:06:39.120 --> 00:06:40.870 align:start position:0% clearly enough they can understand you and<00:06:39.280> you<00:06:39.440> have<00:06:39.520> to<00:06:39.680> speak<00:06:40.160> slow<00:06:40.479> enough<00:06:40.639> that 00:06:40.870 --> 00:06:40.880 align:start position:0% and you have to speak slow enough that 00:06:40.880 --> 00:06:42.390 align:start position:0% and you have to speak slow enough that they<00:06:41.039> can<00:06:41.199> understand<00:06:41.520> you.<00:06:41.919> So<00:06:42.080> those<00:06:42.240> are 00:06:42.390 --> 00:06:42.400 align:start position:0% they can understand you. So those are 00:06:42.400 --> 00:06:43.990 align:start position:0% they can understand you. So those are things<00:06:42.720> that<00:06:42.880> are<00:06:43.039> constant.<00:06:43.520> If<00:06:43.759> you<00:06:43.840> speak 00:06:43.990 --> 00:06:44.000 align:start position:0% things that are constant. If you speak 00:06:44.000 --> 00:06:45.749 align:start position:0% things that are constant. If you speak too<00:06:44.240> fast,<00:06:44.639> too<00:06:44.880> quiet<00:06:45.280> or<00:06:45.440> you<00:06:45.600> don't 00:06:45.749 --> 00:06:45.759 align:start position:0% too fast, too quiet or you don't 00:06:45.759 --> 00:06:47.909 align:start position:0% too fast, too quiet or you don't articulate,<00:06:46.319> you<00:06:46.560> lose<00:06:46.800> comprehension<00:06:47.680> which 00:06:47.909 --> 00:06:47.919 align:start position:0% articulate, you lose comprehension which 00:06:47.919 --> 00:06:50.070 align:start position:0% articulate, you lose comprehension which by<00:06:48.160> extension<00:06:48.479> you<00:06:48.639> lose<00:06:48.800> persuasion.<00:06:49.840> The 00:06:50.070 --> 00:06:50.080 align:start position:0% by extension you lose persuasion. The 00:06:50.080 --> 00:06:51.909 align:start position:0% by extension you lose persuasion. The only<00:06:50.240> two<00:06:50.400> things<00:06:50.560> that<00:06:50.800> change<00:06:51.039> in<00:06:51.199> a<00:06:51.360> sale 00:06:51.909 --> 00:06:51.919 align:start position:0% only two things that change in a sale 00:06:51.919 --> 00:06:53.990 align:start position:0% only two things that change in a sale are<00:06:52.160> going<00:06:52.240> to<00:06:52.400> be<00:06:52.800> how<00:06:53.120> high<00:06:53.280> or<00:06:53.520> low<00:06:53.680> you<00:06:53.919> make 00:06:53.990 --> 00:06:54.000 align:start position:0% are going to be how high or low you make 00:06:54.000 --> 00:06:57.189 align:start position:0% are going to be how high or low you make your<00:06:54.240> voice<00:06:54.960> and<00:06:55.199> when<00:06:55.360> you<00:06:55.520> pause.<00:06:56.800> And<00:06:57.039> when 00:06:57.189 --> 00:06:57.199 align:start position:0% your voice and when you pause. And when 00:06:57.199 --> 00:06:59.110 align:start position:0% your voice and when you pause. And when you<00:06:57.280> make<00:06:57.440> your<00:06:57.600> voice<00:06:57.840> high,<00:06:58.319> it<00:06:58.479> solicits<00:06:58.960> a 00:06:59.110 --> 00:06:59.120 align:start position:0% you make your voice high, it solicits a 00:06:59.120 --> 00:07:01.510 align:start position:0% you make your voice high, it solicits a response.<00:06:59.840> When<00:07:00.000> you<00:07:00.240> pause,<00:07:00.880> it<00:07:01.039> solicits 00:07:01.510 --> 00:07:01.520 align:start position:0% response. When you pause, it solicits 00:07:01.520 --> 00:07:03.270 align:start position:0% response. When you pause, it solicits attention.<00:07:02.160> And<00:07:02.319> so<00:07:02.479> it<00:07:02.639> would<00:07:02.800> make<00:07:02.960> sense 00:07:03.270 --> 00:07:03.280 align:start position:0% attention. And so it would make sense 00:07:03.280 --> 00:07:04.629 align:start position:0% attention. And so it would make sense that<00:07:03.520> the<00:07:03.680> point<00:07:03.840> in<00:07:04.000> the<00:07:04.080> sale<00:07:04.319> where<00:07:04.479> you 00:07:04.629 --> 00:07:04.639 align:start position:0% that the point in the sale where you 00:07:04.639 --> 00:07:06.150 align:start position:0% that the point in the sale where you solicit<00:07:04.960> the<00:07:05.120> most<00:07:05.280> attention<00:07:05.680> and<00:07:05.919> a 00:07:06.150 --> 00:07:06.160 align:start position:0% solicit the most attention and a 00:07:06.160 --> 00:07:08.390 align:start position:0% solicit the most attention and a response<00:07:06.560> is<00:07:06.800> where<00:07:06.960> you<00:07:07.280> ask<00:07:07.520> a<00:07:07.759> question<00:07:08.080> and 00:07:08.390 --> 00:07:08.400 align:start position:0% response is where you ask a question and 00:07:08.400 --> 00:07:11.029 align:start position:0% response is where you ask a question and shut<00:07:08.560> the<00:07:08.720> [ __ ]<00:07:08.960> up. 00:07:11.029 --> 00:07:11.039 align:start position:0% shut the [ __ ] up. 00:07:11.039 --> 00:07:13.110 align:start position:0% shut the [ __ ] up. And<00:07:11.280> so<00:07:11.919> in<00:07:12.240> thinking<00:07:12.400> about<00:07:12.560> that,<00:07:12.800> I<00:07:13.039> was 00:07:13.110 --> 00:07:13.120 align:start position:0% And so in thinking about that, I was 00:07:13.120 --> 00:07:14.710 align:start position:0% And so in thinking about that, I was able<00:07:13.280> to<00:07:13.360> relook<00:07:13.759> at<00:07:13.919> even<00:07:14.160> our<00:07:14.319> own<00:07:14.479> scripts 00:07:14.710 --> 00:07:14.720 align:start position:0% able to relook at even our own scripts 00:07:14.720 --> 00:07:16.629 align:start position:0% able to relook at even our own scripts and<00:07:14.880> say,<00:07:15.039> "Okay,<00:07:15.680> let's<00:07:16.000> take<00:07:16.240> all<00:07:16.400> this 00:07:16.629 --> 00:07:16.639 align:start position:0% and say, "Okay, let's take all this 00:07:16.639 --> 00:07:19.749 align:start position:0% and say, "Okay, let's take all this trash<00:07:17.039> out<00:07:17.599> and<00:07:17.840> just<00:07:18.000> say<00:07:19.280> these<00:07:19.599> three 00:07:19.749 --> 00:07:19.759 align:start position:0% trash out and just say these three 00:07:19.759 --> 00:07:21.270 align:start position:0% trash out and just say these three things<00:07:19.919> are<00:07:20.160> constant.<00:07:20.639> So<00:07:20.720> you<00:07:20.880> will<00:07:21.120> always 00:07:21.270 --> 00:07:21.280 align:start position:0% things are constant. So you will always 00:07:21.280 --> 00:07:22.870 align:start position:0% things are constant. So you will always talk<00:07:21.520> this<00:07:21.680> way."<00:07:22.000> And<00:07:22.160> you<00:07:22.319> achieve<00:07:22.639> those 00:07:22.870 --> 00:07:22.880 align:start position:0% talk this way." And you achieve those 00:07:22.880 --> 00:07:25.430 align:start position:0% talk this way." And you achieve those things<00:07:23.039> by<00:07:23.199> knowing<00:07:23.440> the<00:07:23.599> script. 00:07:25.430 --> 00:07:25.440 align:start position:0% things by knowing the script. 00:07:25.440 --> 00:07:26.790 align:start position:0% things by knowing the script. Great.<00:07:25.759> And<00:07:25.919> here's<00:07:26.080> how<00:07:26.240> you<00:07:26.319> memorize<00:07:26.639> a 00:07:26.790 --> 00:07:26.800 align:start position:0% Great. And here's how you memorize a 00:07:26.800 --> 00:07:28.710 align:start position:0% Great. And here's how you memorize a script.<00:07:27.039> Now<00:07:27.199> you<00:07:27.360> know<00:07:27.520> that.<00:07:27.919> So<00:07:28.080> the<00:07:28.400> only 00:07:28.710 --> 00:07:28.720 align:start position:0% script. Now you know that. So the only 00:07:28.720 --> 00:07:30.550 align:start position:0% script. Now you know that. So the only two<00:07:28.960> things<00:07:29.280> that<00:07:29.520> I<00:07:29.759> have<00:07:29.919> to<00:07:30.000> have<00:07:30.160> on<00:07:30.400> this 00:07:30.550 --> 00:07:30.560 align:start position:0% two things that I have to have on this 00:07:30.560 --> 00:07:32.629 align:start position:0% two things that I have to have on this script<00:07:30.720> to<00:07:30.960> get<00:07:31.039> tone<00:07:31.440> right<00:07:31.919> is<00:07:32.240> where<00:07:32.479> you 00:07:32.629 --> 00:07:32.639 align:start position:0% script to get tone right is where you 00:07:32.639 --> 00:07:34.710 align:start position:0% script to get tone right is where you stop<00:07:32.960> talking<00:07:33.840> and<00:07:34.080> where<00:07:34.240> you<00:07:34.400> raise<00:07:34.560> your 00:07:34.710 --> 00:07:34.720 align:start position:0% stop talking and where you raise your 00:07:34.720 --> 00:07:37.510 align:start position:0% stop talking and where you raise your voice.<00:07:35.599> That's<00:07:35.759> it.<00:07:36.880> That<00:07:37.120> is<00:07:37.280> how<00:07:37.360> I 00:07:37.510 --> 00:07:37.520 align:start position:0% voice. That's it. That is how I 00:07:37.520 --> 00:07:40.230 align:start position:0% voice. That's it. That is how I operationalize<00:07:38.160> sales.<00:07:38.880> And<00:07:39.120> so<00:07:39.599> to<00:07:40.000> answer 00:07:40.230 --> 00:07:40.240 align:start position:0% operationalize sales. And so to answer 00:07:40.240 --> 00:07:41.990 align:start position:0% operationalize sales. And so to answer the<00:07:40.479> original<00:07:40.720> question,<00:07:41.280> how<00:07:41.440> do<00:07:41.520> I<00:07:41.680> go<00:07:41.759> about 00:07:41.990 --> 00:07:42.000 align:start position:0% the original question, how do I go about 00:07:42.000 --> 00:07:43.830 align:start position:0% the original question, how do I go about making<00:07:42.319> content?<00:07:42.800> I<00:07:43.039> act<00:07:43.199> as<00:07:43.360> if<00:07:43.520> I<00:07:43.680> know 00:07:43.830 --> 00:07:43.840 align:start position:0% making content? I act as if I know 00:07:43.840 --> 00:07:46.309 align:start position:0% making content? I act as if I know nothing<00:07:44.319> and<00:07:44.560> act<00:07:44.720> as<00:07:44.880> if<00:07:45.039> I<00:07:45.199> cannot<00:07:45.919> perceive 00:07:46.309 --> 00:07:46.319 align:start position:0% nothing and act as if I cannot perceive 00:07:46.319 --> 00:07:47.990 align:start position:0% nothing and act as if I cannot perceive or<00:07:46.639> understand<00:07:47.039> anything<00:07:47.360> that<00:07:47.520> I<00:07:47.680> cannot 00:07:47.990 --> 00:07:48.000 align:start position:0% or understand anything that I cannot 00:07:48.000 --> 00:07:50.070 align:start position:0% or understand anything that I cannot define.<00:07:48.880> And<00:07:49.120> people<00:07:49.360> will<00:07:49.599> stop<00:07:49.759> learning 00:07:50.070 --> 00:07:50.080 align:start position:0% define. And people will stop learning 00:07:50.080 --> 00:07:51.589 align:start position:0% define. And people will stop learning the<00:07:50.319> moment<00:07:50.479> they<00:07:50.639> get<00:07:50.720> to<00:07:50.880> a<00:07:51.039> word<00:07:51.199> they<00:07:51.440> don't 00:07:51.589 --> 00:07:51.599 align:start position:0% the moment they get to a word they don't 00:07:51.599 --> 00:07:52.870 align:start position:0% the moment they get to a word they don't get. 00:07:52.870 --> 00:07:52.880 align:start position:0% get. 00:07:52.880 --> 00:07:53.350 align:start position:0% get. >> Okay? 00:07:53.350 --> 00:07:53.360 align:start position:0% >> Okay? 00:07:53.360 --> 00:07:55.990 align:start position:0% >> Okay? >> And<00:07:53.520> so<00:07:53.840> I<00:07:54.160> try<00:07:54.319> to<00:07:54.639> speak<00:07:54.879> at<00:07:55.120> a<00:07:55.440> third<00:07:55.759> grade 00:07:55.990 --> 00:07:56.000 align:start position:0% >> And so I try to speak at a third grade 00:07:56.000 --> 00:07:57.350 align:start position:0% >> And so I try to speak at a third grade reading<00:07:56.240> level<00:07:56.400> or<00:07:56.639> fifth<00:07:56.879> grade<00:07:57.120> reading 00:07:57.350 --> 00:07:57.360 align:start position:0% reading level or fifth grade reading 00:07:57.360 --> 00:07:58.790 align:start position:0% reading level or fifth grade reading level<00:07:57.520> or<00:07:57.680> below<00:07:57.840> and<00:07:58.080> I<00:07:58.160> run<00:07:58.319> all<00:07:58.479> my<00:07:58.639> stuff 00:07:58.790 --> 00:07:58.800 align:start position:0% level or below and I run all my stuff 00:07:58.800 --> 00:08:00.309 align:start position:0% level or below and I run all my stuff through<00:07:58.960> that<00:07:59.520> uh<00:07:59.599> in<00:07:59.759> order<00:07:59.919> to<00:08:00.000> do<00:08:00.080> it.<00:08:00.240> And 00:08:00.309 --> 00:08:00.319 align:start position:0% through that uh in order to do it. And 00:08:00.319 --> 00:08:01.749 align:start position:0% through that uh in order to do it. And if<00:08:00.479> I<00:08:00.560> do<00:08:00.639> have<00:08:00.720> a<00:08:00.879> word<00:08:01.039> that's<00:08:01.199> above,<00:08:01.520> I 00:08:01.749 --> 00:08:01.759 align:start position:0% if I do have a word that's above, I 00:08:01.759 --> 00:08:04.469 align:start position:0% if I do have a word that's above, I define<00:08:02.000> it<00:08:02.879> and<00:08:03.120> I<00:08:03.280> define<00:08:03.599> it<00:08:03.759> in<00:08:03.919> those<00:08:04.240> in 00:08:04.469 --> 00:08:04.479 align:start position:0% define it and I define it in those in 00:08:04.479 --> 00:08:06.629 align:start position:0% define it and I define it in those in that<00:08:04.720> way. 00:08:06.629 --> 00:08:06.639 align:start position:0% that way. 00:08:06.639 --> 00:08:07.670 align:start position:0% that way. >> All<00:08:06.720> right.<00:08:07.039> Thank<00:08:07.280> you. 00:08:07.670 --> 00:08:07.680 align:start position:0% >> All right. Thank you. 00:08:07.680 --> 00:08:11.245 align:start position:0% >> All right. Thank you. >> Yeah. 00:08:11.245 --> 00:08:11.255 align:start position:0% 00:08:11.255 --> 00:08:13.275 align:start position:0% >> [applause]