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We sell language courses to people in Lapia and uh do around a million revenue and about a year ago we um that was mostly through one-on-one private lessons with our team and now for the past year it's also digital products and we've seen great success with those. And my question actually and that's kind of constrained but u um what's your um in order to put out good stuff and quality stuff what's your writing hygiene or protocol like >> where's Jay? There's Jay. Can you wave Jay? So Jay's taking notes on this whole 
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thing. And so the next time we film, he's going to be like, "All right, you draw this circle thing. Can you talk about that? Hey, you talked about uh the best way to do an event on a funnel for a webinar, and then you talked about the best way to do an event for an inerson thing." Um, and then before that, you talked about whether international should go to US, when it's the right time or not to expand. Like that's how I create my content. But also when it comes back to your books and stuff like when you go into your cave uh how much of that is like rereading then putting it aside like what's your best uh way 
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like that did you found about yourself? >> Real real answer is that I actually try and reason from ground zero how something works. I start as though I know nothing and then try and like what are the only statements that I know for sure are true and then I just try and only reason up from first principles in terms of like I know that if something is fast it is better than it if it is slow. I know that if it requires many steps for someone to do versus few more people want the few steps. If something is very high risk versus low risk more people want the low risk thing. And so 
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from thinking about like what other components are there that would increase the likelihood that someone makes a purchasing decision, right? And so I just think about it from that perspective and then I just throw out almost all the mythology associated with it. Like most of the quote conclusions I start with are like who here has said emotional versus um logical buyers, right? Everyone raised their hands. But the thing is is like I heard that and I used to parro it because other people said it before me, but I never really thought about it. And I was like well how the [ __ ] do you know if someone's an emotional or logical buyer? You just know if they bought. Okay. Well, do they know why they bought? No. 
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Like, why do you do anything? No one knows. Like, how did they like if they don't know why they did something, how am I going to know, right? And so, I just think, okay, well, I do know that the more information someone consumes, the more likely are there to make they are to buy. Okay, so then it's actually a continuum, not a binary. And we can just move people along. Okay, that makes sense. That also syncs with how branding works. Okay, and then that kind of leveling up from there. And so what I'll start with is all of my like anecdotal findings of all the things that I've learned that like tend to work and then I try and find through lines that unify 
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them into principles that apply across time. And so for me I retroactively test stuff to make sure that it's true. That's why the leads book was so hard because media changes so much. Leads was by far the hardest book I've ever written. It was unbelievable. It was written. It was unbelievable. It was impossible. impossible. >> Okay, >> that's it was 19 drafts. It was horrendous. I will never do it. So you would be coming back to these and criticizing yourself again and again. >> I want to break it. How can I break this >> I want to break it. How can I break this model? >> Like every time it's like, okay, anyone. So you saw the Logan Paul thing, right? And so he's like, okay, discipline is action or not action? And I was like, 
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okay, well, I mean, does it take discipline to have sex with somebody you like? No. Okay, well then that's an action. So how is that that's not discipline? Okay, so I used your definition and found something that's clearly not discipline. So that breaks the definition. And so in thinking about it from that perspective, I just think like how can I create a definition around something that doesn't break it? What is influence? The likelihood someone complies with the request, I feel like it's pretty strong. Is there something that's not that that's not influence? I don't know. That feels pretty good to me. And until I find something that breaks that definition, that'll be my working definition. And so 
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almost every one of the books I have starts with what is this? What's an offer? What's a money model? What are leads? What is an engaged lead? What's advertising? What is selling? And so I start with what is this thing? And the reason that I think the content that I have disproportionately performs is that I act as though I'm speaking to an I act as though I'm speaking to an autist. And so the idea is that an an autist can only observe what they can see, right? They're not going to um uh interpret uh 
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you know sarcasm or additional meaning reading between the lines. They're absolutists. They're objectivists. But that also means that you can teach everyone when you boil it down to only things that are observable because there's nothing you can question about it. So if I'm a court reporter or if I'm explaining this to an alien, I can't say it kind of feels like it's like that's not helpful. So I have to define things in terms of things that are observable. And when you do that, way more people get it because everyone can agree on what they can observe, not on what they feel. And most of the stuff that's out there in terms of education, especially 
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in the business space, I know you're in the language space, but especially in the business space, >> um, does a lot of woowoo and mysticism and mythology and superstition. Um, and the reason for that is because it's so quickly reinforced. And so, like, if I'm a sales guy and I sneeze right before I make an offer and then the person buys, I'm going to be like, "Oh my god, I got to sneeze every time." Right? Whenever you have a fast reinforcement loop, that's where superstition occurs. And so like when you have a baseball player, he steps up to the plate, they have their little dance they do and they get ready 
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because right after that they hit the ball, they don't hit the ball. So it's a very fast uh feedback loop. If you're a basketball player, they have their whole, you know, thing they do before they do their foul shots. And it's because there's a fast feedback loop. And so fast feedback loops means very good for learning, but you don't always learn the right thing. And so for me, I have to think what things can I observe to be true and then only talk about those things. And then when I describe sales in that way, it makes it cuts through the [ __ ] And so if I write a sales book, like anybody have the um sales handbook? Has anyone read the 
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sales handbook? Who has their hand up? It's good, right? Savage. I mean, it's it's it's [ __ ] good. [laughter] And that's just like the first 70 pages if I read a full one. But part of what I had to tackle in that book was um that I hadn't tackled was tonality. So a lot of people talk about tone. we know that it's important but like what is it and I used to hear my guys be like hey more curious tone and I was like what is that define curious tone so then I had to go to what are the things you a human being 
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can do with their voice and so you can go up go down you can go faster go slower you can pause right so it's like okay what are all the things I can do with a voice then I separated okay what are the things that need to be constant and what are the things that variable. And so it turns out that for me I define tone as there's three constants and there's two variables. So the constants is that you have to speak loud enough that someone can hear you. You have to articulate clearly enough they can understand you and you have to speak slow enough that they can understand you. So those are things that are constant. If you speak 
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too fast, too quiet or you don't articulate, you lose comprehension which by extension you lose persuasion. The only two things that change in a sale are going to be how high or low you make your voice and when you pause. And when you make your voice high, it solicits a response. When you pause, it solicits attention. And so it would make sense that the point in the sale where you solicit the most attention and a response is where you ask a question and shut the [ __ ] up. And so in thinking about that, I was able to relook at even our own scripts 
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and say, "Okay, let's take all this trash out and just say these three things are constant. So you will always talk this way." And you achieve those things by knowing the script. Great. And here's how you memorize a script. Now you know that. So the only two things that I have to have on this script to get tone right is where you stop talking and where you raise your voice. That's it. That is how I operationalize sales. And so to answer the original question, how do I go about making content? I act as if I know nothing and act as if I cannot perceive 
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or understand anything that I cannot define. And people will stop learning the moment they get to a word they don't the moment they get to a word they don't get. get. >> Okay? >> And so I try to speak at a third grade reading level or fifth grade reading level or below and I run all my stuff through that uh in order to do it. And if I do have a word that's above, I define it and I define it in those in that way. >> All right. Thank you. >> All right. Thank you. >> Yeah. >> [applause]