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00:00I sat down with Mr. Beast's team and I said, why did you guys launch?
00:04This is a bad business to launch. Here's the cheat code.
00:07Now this is really, really important and most people on the internet would think that this was a snooze.
00:12Which is, I'm about to give a speech to a former presidential candidate,
00:16a ton of the biggest fitness influencers out there.
00:19It's private, nobody else allowed, except I'm going to bring you guys in.
00:22This is Cody Santos, everyone.
00:25So what I'm going to go over today is something I really actually never talk about publicly.
00:29And that's this monetization of eyeballs idea.
00:33Typically I talk about building businesses and getting ownership or skin in the game
00:36because I think that's really important for our country overall.
00:39I think you have a lot of people who want to build the house if they own part of the house.
00:43If they don't own part of the house, there's more of a likelihood to burn it down.
00:45The idea is we want owners across the board.
00:48What's cool about this room is everybody that's in here was selected by Claire, Eric, or I
00:52specifically because you guys are already owners.
00:54You already have the mantle of responsibility laid upon your shoulders,
00:57which I think is pretty incredible.
00:58And my idea for this thing today was to talk about what I've found over the last,
01:02let's call it two years, two and a half years of turning audience into a monetized business.
01:08You know, everybody will talk to you about how to grow your Instagram audience faster.
01:11And let me tell you how to go to 10,000 followers in 10 days or whatever.
01:14But if what we really believe, which is what I believe, that money is power,
01:17I want more power in the hands of people who want to build, who want to share.
01:22And I think creators are in a really interesting position because you guys share for a living.
01:26You've sort of normalized sharing the things that you've learned.
01:28This is kind of new in the world.
01:30When I started out in finance a fucking while ago, nobody shared the secrets.
01:34Like there weren't these things called masterminds.
01:36You didn't have talks like this.
01:38And finance, one of my favorite CEOs, but I hated this line.
01:40He said to me, Cody, we get rich quietly.
01:42And I was like, you know, I don't know.
01:44What if instead we all got rich together?
01:46Because I think there's a lot of money out there.
01:47If we can help people figure out how to get it themselves,
01:50then we don't have to do this distribution nonsense of the stuff that we've all earned.
01:53I started off at Goldman Sachs, kind of doing what every Latina mother wants their daughter to do,
01:57which is like work for the big guy, corporate suit.
02:00I was doing the Wall Street stock thing.
02:02Parents are super happy.
02:04We're making some pretty good Kwan.
02:05And now, you know, I make fucking TikToks on the interwebs.
02:09And so things have degraded pretty quickly.
02:11The reason why I did it and why I think all of you should be obsessed about this one thing,
02:15which is attention.
02:16We should be obsessed on it.
02:17I think there is a war for our attention.
02:19And when a vacuum exists, aka the smart minds, the intelligent minds aren't out there talking,
02:25what exists in said?
02:26The fucking Kardashians, right?
02:29And all the attention goes to nonsense as opposed to things that could actually make humans better.
02:34And so the reason that I did this, you know, when I told my mom that I was going to start a little blog,
02:38you know, and that I was going to go online, she kind of lost her mind.
02:41She's like, what's wrong with you?
02:42You have like a PhD.
02:43You got an MBA.
02:44What are you doing on the internet?
02:45But what I realized really quickly is that audience is the new leverage.
02:48I stole part of this from Naval Ravikant, so I have to give him credit.
02:51But he has this thing that basically says leverage is the key to wealth, which I think is true.
02:55No one man can go very far.
02:57It's the African proverb.
02:58If you want to go fast, go by yourself.
03:00If you want to go far, you need to go together.
03:01And so there are four tiers of leverage that came over many, many decades.
03:04The first was labor, right?
03:06That was old school.
03:07Slaves back in the day, all the way to employees today.
03:10And the people who had the riches, let's say the pharaohs back in the day,
03:13were those who had the most manpower, labor.
03:15Then we had capital, right?
03:17When did the Rockefellers and the Rothschilds become titans of industry?
03:21If you look at the correlation to date, it's actually when the Banking Act was established
03:25in the U.S.
03:26And so when money was available widely and you could get OPM, other people's money,
03:30is when these guys became really wealthy.
03:31Then what was the next realm of titans?
03:34It was when code became available.
03:35That's when we got the Bezos, the jobs.
03:37That's because they got leverage in the form of code or an army of robots online, basically, right?
03:43And the new, most permissionless version of leverage is what I think all of you guys know,
03:48which is audience, eyeballs.
03:50This is probably the first time that we have had a form of leverage that you didn't have
03:55to have permission for.
03:56So even code, you had to have like a supercomputer back in the day or access to a Stanford lab,
04:00like some of these guys did.
04:01Today, audience, you don't have to have permission.
04:03You can grow your audience on a bunch of varied platforms without a ton of capital and without
04:08somebody at a bank saying that you're allowed to get a loan.
04:11Wow, so you can really hear me alone?
04:12I sure can.
04:13And so once I realized this, I was like, oh, no, no, no, I'm an idiot to not, yes,
04:17have those first three forms of leverage, but add the fourth on it.
04:21I'll ask this question to you guys.
04:22Have you ever had a job you hated?
04:24Okay, good.
04:24And why did you hate your job?
04:26What made you leave eventually?
04:27It's usually one word.
04:28It's your boss.
04:28Your boss sucked, right?
04:29The boss wasn't good.
04:30That pretty much sums it up.
04:32And so the problem is, is if we become owners of businesses, what do we become?
04:36The boss.
04:36So don't suck.
04:37Don't do what everybody else has done and create companies that are terrible for your
04:41employees and create attention that is Kardashian-like in your cheap usage of your audience.
04:47And so that's my only ask.
04:48I work with this agency called Night Media, and they run the 50 biggest YouTubers online
04:52in the country.
04:53So I have them do some analysis.
04:55And basically what's fascinating is a bunch of these guys came from Venture Capital.
04:58And Venture Capital is really good at doing one thing.
05:00They're really good at actually figuring out where do we put our cash so that it can get
05:04the most return on it humanly possible.
05:06And they realized that 40 cents of every dollar from Venture Capital was going to these four
05:11companies, Google, Facebook, Amazon, and Apple.
05:13And they're like, huh, that's not great.
05:15We're basically giving money to these companies and they are giving it to the bigger companies.
05:19So there's some sort of twist.
05:20Well, what started to happen is the VCs started to realize, oh, wait a second.
05:24What if we could not just go to these big companies, but we could go direct to influencers
05:29and circumvent the advertising rules?
05:31And that essentially created this creator economy.
05:33And creators sort of became the solution to this VC problem of 40 cents of the dollar
05:37going to ad spend at the big four.
05:39And so, you know, you probably recognize some of these guys.
05:41I don't think that the creator economy will be amazing for every creator.
05:44It's going to be the 80-20 rule like everywhere else.
05:47We are not going to have every creator making millions and stuff that people say online.
05:50But the smart ones are going to make tons of money.
05:53And, you know, you've seen this a few times over.
05:55We've got like Blogilates, I think is her name.
05:57You got Barstool, $600 million.
05:59Mr. Beast, who went out and tried to raise $100 million bucks at a $1.5 billion valuation.
06:03That's what he thinks his company's worth.
06:05Nick Baer, public numbers say somewhere between $50 and $150 million in revenue for that company,
06:10which means that it's probably worth anywhere from 3 to 5x that.
06:12And then we got Ryan Reynolds from Mint Mobile.
06:14But look at this one over to the right, which probably a normal person doesn't know her name.
06:17Not all influencers are created equal.
06:19Is this too soon?
06:20I don't know.
06:20This is what we want to try to avoid.
06:23The more people we have doing stuff like this, the less trust we have as a community.
06:27And what we've seen across the country is, does anybody seem really trusting right now in the U.S.?
06:32Like if you're on the right, you think the left's all lying.
06:34If you're on the left, you think the right's all lying.
06:36Nobody trusts anything.
06:37We're becoming a much lower trust society.
06:39And so this is what we have to avoid.
06:41Because the one thing that has the highest price on it more than anything else is our reputation
06:45if we're playing this attention economy.
06:47Your reputation matters a lot less when you don't use eyeballs to convert to dollars.
06:51What's fascinating about that is if you look at like, I picked Emma Chamberlain, for instance,
06:55because I don't know her personally and I'm guessing some of her numbers.
06:58Based on her audience size, 20 million followers x6 should be making like $120 million a year.
07:03Except guess what she's making?
07:04Like 10 to 20 million bucks.
07:06Why?
07:06She did a stupid business.
07:07And I don't know her.
07:08So like, sorry, Emma.
07:09She's much better on the internet than I am.
07:10She's better at getting attention.
07:11But does anybody know what Emma launched?
07:13Coffee.
07:13Coffee.
07:14Terrible business.
07:15Low margin business.
07:16Super competitive.
07:17Hard to ship.
07:19You have like shipping costs on top of it.
07:20Very little differentiation able to it.
07:23This is a bad business to launch.
07:25And so with a creator that has an incredibly strong audience that's really kind of like
07:30raving fans about Emma, she got some bad advice.
07:34And so you compare this to like, I sat down with Mr. Beast's team.
07:37And I said, why did you guys launch Feastables at Chocolate Bar?
07:40When was the last time?
07:41This is the wrong audience.
07:42When was the last time any of you guys ate a chocolate bar?
07:44Like a whole chocolate bar.
07:45Like does that, does anybody do that anymore?
07:47Okay, we got one.
07:48We got one just for the record.
07:50There's one person in here.
07:51Great business.
07:52And I said, why would you launch that?
07:54Why wouldn't you launch a business that has reoccurring revenue without shipping costs
07:59that can be accelerated on the internet?
08:01Now their argument is, does anybody know Mr. Beast's audience demographics?
08:0512 to 15 year olds.
08:06And so they're like, they buy chocolate bars.
08:07I'm like, I also don't think they buy chocolate bars, but like, that's fine.
08:10Mr. Beast is doing just fine.
08:11He doesn't need my advice.
08:12The point here is, what is the right game that you could play?
08:15So six levels of content monetization.
08:17We're going to talk about the six of them, and then we can break down which ones you guys
08:20have.
08:20I like to call this from the rock to skinny tees.
08:24Don't sell skinny tees.
08:25We all have seen it.
08:26We have seen people with attention sell out for short-term game.
08:30VPN on YouTube.
08:32Why does everybody sell VPNs?
08:34If you're doing what the entire crowd does, you're basically monetizing wrong.
08:37And so we need to start upping the level of the things that we sell.
08:41Here's my philosophy.
08:42So I basically said, okay, if I want to start a business, so if I was going to invest in
08:45the business of you, what's your name?
08:47Chris.
08:47Chris.
08:48If I was going to invest in the business of Chris, I want the laziest, easiest idea that
08:52has the best ROI.
08:54I don't want to make my life hard.
08:55I want to have a framework where every time I start something, I say, what if it was really
08:59easy?
08:59And what if it could make a lot of money?
09:00And I want to look for the sliding scale where I am at the high end of both of those.
09:04And so there are like six ways people make money right now on the internet.
09:07I'm going to power through these.
09:08Level one, AdSense.
09:10Terrible way to make money.
09:11If your main monetization method is AdSense right now, you're doing it wrong.
09:14You should not be making money purely by AdSense.
09:17You want to take the money.
09:18That's great.
09:18But this is the worst frame.
09:20Why?
09:20Because you're like the low man on a totem pole.
09:22You basically get the crumbs.
09:24YouTube takes the cake, right?
09:25So we don't want to do this.
09:26The cool part about AdSense is super easy, right?
09:29Easy, easy business.
09:30Not very high ROI.
09:31Problem is these things sell for nothing.
09:34So when I start a business, I want to start with the end in mind.
09:37If I get into a business, can I sell it at some day?
09:40If Chris's face is on his YouTube channel, it's basically unsellable unless you want to
09:44get into a contract for the rest of your life.
09:46Now, anybody here been a creator for a while and felt burned out and not wanted to be in
09:50front of the camera for like a minute or two?
09:53Yeah.
09:53Yeah.
09:54Right?
09:55It's real.
09:55Because what you're trying to do is you're trying to turn yourself, aka a job, into a business
10:00and it's not.
10:01We got to create real businesses, not have jobs on the internet.
10:04Then we got sponsors and custom ads.
10:05How many people have worked with sponsors before here?
10:09How awesome is it every time?
10:11How fun is it?
10:12Do you guys just love when T-Mobile tells you, yeah, can you just read these 47 bullet points
10:16that will absolutely tank my fucking video, but legal will kill you and you'll be out
10:20of contract if you don't do it?
10:21It's not a fun game.
10:22This is not a fun game to play.
10:24The only time this is a fun game to play is when you're so big, you go, this is how we're
10:28going to do it.
10:29Take it or leave it.
10:30But in the beginning, this is a really not fun game to play.
10:32The cool part about it is you can certainly make millions.
10:34It's pretty easy and you can make some cash on it.
10:37It's not the best way to do it.
10:38Then we got a level three game.
10:39This is my friend, Alex, also in the gym space.
10:41Info products.
10:42So I thus far have AdSense in my business.
10:45I have sponsors in our business very strategically and I have info products.
10:49We are dominated by info products in my business, right?
10:51So we have courses, we have masterminds, we have events.
10:55Why?
10:55Because they're pretty easy to do if you've operated a business before, level three easy,
11:00but they're only level three ROI.
11:02Why is that?
11:03Because content actually degrades over time.
11:06Meaning what I create today, my course today will not be worth more in 10 years than it is
11:11today.
11:11Will it, right?
11:12You have to keep updating it.
11:13You have to keep changing it.
11:14If you buy a house today, will that house probably be worth more in 10 or 20 years?
11:19Yes, it probably will.
11:20So info products immediately degrade basically over time.
11:23The second thing is that people don't typically like to buy info products.
11:27So if I'm a private equity firm, I don't go out and buy a ton of info products.
11:31It's just not a section that they're in.
11:33Now we're getting into the higher level.
11:34This is where you guys should be listening and starting to think, how could I apply this
11:38to my business?
11:38One little secret trick I want to tell you guys.
11:40Anytime I say something here and you think, fuck, that wouldn't work for me.
11:44Can't work in my business.
11:45I want you to instead take this little frame switch, which is just like, how could this work
11:48for me?
11:49How could I apply this to my business?
11:50The second I did that, my life changed.
11:52Here's an example.
11:53Jessica Alba, right?
11:54Actually, Aubrey Marcus, he's an example too.
11:56These are real products.
11:58Now the benefit of real products is you can make hundreds of millions of dollars.
12:01They do not degrade in value over time.
12:04These are actual businesses that can be transferred.
12:06It's not a job.
12:07So this is where we start to like these types of businesses.
12:11Now they're not the highest level of content monetization.
12:15And how that's determined is when I say multiples down here, that basically means if I
12:18sell a business, in my world, I typically sell businesses for a multiple of profit.
12:23So my businesses that are in small business land, if I'm doing 100K in profit, I might
12:28sell it for 300 to 500K, aka three to five X, right?
12:31If you get big enough, you sell for a multiple of revenue.
12:34And so in the proprietary IRL products line, that's typically four to seven X.
12:40If you have a $10 million revenue business, let's say you're Jessica Alba, hers is a lot
12:43bigger than that.
12:43You might be able to sell for 40 to $70 million, depending on the deal that you do.
12:47Level five.
12:48This is where you start playing some serious games.
12:50This is Russell Brunson from ClickFunnels.
12:52Russell Brunson started like all of us here.
12:54He was on the internet.
12:54He was making videos.
12:55He was doing info product.
12:56He was doing AdSense.
12:57Russell Brunson will be the first person to tell you he's not a tech guy.
13:00And yet he runs a tech company called ClickFunnels that is worth hundreds of millions of dollars,
13:05if not close to a billion dollars from his audience monetization.
13:08He's playing a smarter game.
13:10And what you'll start to find with these guys, the smartest players out there, they realize
13:14early that if they get the game right, what do they do?
13:17Does anybody know how Russell Brunson grows his business?
13:19Other influencers.
13:21Other influencers who haven't figured out a smarter monetization method, pays for their
13:25audience attention, and basically grows his business.
13:28What does First Form do?
13:29First Form was like the original micro-influencers.
13:31So they basically grow their audience through influencers.
13:34Claire, for instance, works with them.
13:36They have 15,000 what they call legionnaires that are all out there in the fitness space
13:41repping their product.
13:43And the interesting part about this is look at these multiples.
13:45Software and hardware, we're talking 17 of 15x.
13:48Revenue.
13:49Those are serious empire-building numbers.
13:51Then you get to level six.
13:53Nobody talks about this.
13:54This is brilliant.
13:55Does anybody know Reese Witherspoon's deal with Hello Sunshine?
13:58When I saw this, I was like, oh, she is smart.
14:01What Reese Witherspoon did?
14:02Started a book club, right?
14:04Oprah 101.
14:04Book club, going to talk about books.
14:06But Reese is a dealmaker.
14:07And so Reese said, hey, I realize now that my books create bestsellers and drive hundreds
14:12of thousands or millions of copies bought.
14:15So Athena, when I highlight your book in my book club as Reese Witherspoon, I also want
14:20to give you this opportunity.
14:21I want to give you an opportunity, Athena, for me to have a future right to buy the right
14:26for video for your business.
14:28So I'm going to buy your television and movie rights for your book.
14:31And you're like, oh my God, oh my God, Reese Witherspoon, I love her.
14:35Reese wants to make my thing into a movie or book.
14:38This is amazing.
14:38Of course, like basically for nothing, tiny little costs.
14:41No problem.
14:42I want to buy the rights.
14:43And then what happens when books get really big?
14:46She goes, okay, I'm going to exercise that right.
14:48Athena, remember when you told me that?
14:49Well, now you're a bestseller.
14:50Now you have Paramount and all the Hollywood studios coming to you, offering you millions
14:54of dollars.
14:55You actually realize what this is worth right now.
14:57But I have the first right to buy it at my set price.
15:00Brilliant.
15:00So Reese basically creates a portfolio of these things, calls it Hello Sunshine, wraps up royalties
15:06and licensing agreements in them, and sells them to a huge operator, Blackstone, right?
15:12And all that is, there's no warehouse with products.
15:16There's no huge employee base.
15:18It's basically money in the air for licensing and royalty rights.
15:22These things, look what these sell for.
15:2320 to 30x, publishing has the highest multiple level of any industry, higher than SaaS, which
15:30I didn't realize until I started doing this analysis.
15:32So what I want you guys to think on is, which of these do you not have in your business?
15:36I think we spend a lot of time, because I've been a creator for a while now, I would say
15:41I spent in the beginning of being a creator, I don't know, 80% creating videos, trying to
15:46build my audience, obsessing on that.
15:47Maybe 2% of my time thinking about the business that I'm selling.
15:50And I want you guys to take one weekend, and I want you to pick your smartest friend,
15:54and I want you to poke a bunch of bullet holes into your business, and figure out which of
15:59these could you be best in class at.
16:01Now, how to monetize like a Kardashian.
16:03I really, I like sometimes hate myself that I have to talk about them like this.
16:06But these women are smart, or somebody in their ecosystem is smart on how they monetize.
16:11So like, let's give a little respect there.
16:12This is also from Night Media, I stole this from them.
16:15So basically, here's the exercise that you go through if you want to think about how to make
16:18money from your audience, and your audience doesn't have to be big for you to do this.
16:22You basically, you're the creator, but you find your creator market fit.
16:27And to find creator market fit is not that difficult.
16:29You basically, I mean, if you think about it, Daily Wire came out probably earlier this
16:33year and said they had about $200 million in subscription revenue.
16:36That doesn't include Jeremy's Razors, which they launched, and I don't know what the numbers
16:39are, but I would assume in the tens of millions.
16:41And then they launched some sort of chocolate bar.
16:43I don't get what is it with these people at chocolate bars.
16:44They essentially have built this business based on subscriptions and then based on ancillary
16:49products that is in the hundreds of millions of dollars.
16:52And that happened probably over a three-year time period.
16:54I thought I'd do this last little part.
16:56Like, what would I do if I was you?
16:57If I could take three steps today, not knowing anything about your business, so I could be
17:00fucking wrong.
17:01If I would do anything with your business today, what do I most often see people not doing?
17:05Three things.
17:06Here's where I would start if I was you.
17:07Low-hanging fruit.
17:08So the first thing I would tell you to do is create a newsletter if you don't have one.
17:12This is not your sales drip funnel.
17:15This is completely different.
17:16This is where you use whatever your unique skill as a creator is.
17:20It could be five bullet Friday, like Tim Ferriss, five bullets of your favorite things.
17:24These things sell for multiples.
17:26I invested in this company, Beehive, full disclosure.
17:28But Beehive is basically like four steps to starting a newsletter.
17:31So I think people are crazy.
17:33If you think that having followers on Facebook, Instagram, definitely not TikTok these days,
17:39or YouTube is a safe place for your business to live, you're wrong.
17:43You are building somebody else's empire.
17:45Those are rented, not owned audiences.
17:47And so we have to own our audience.
17:49And the only way you can own your audience today is by having individual data through
17:53your email list.
17:54So if you don't have a newsletter, this is the easiest thing to start.
17:58And lots of people on the internet love to tell me like, nobody reads email anymore.
18:02Let me tell you, you're wrong.
18:03I have 300,000 people on one newsletter.
18:05We have a 52% open rate.
18:07That email sells more than anything else that we do.
18:10I mean, we didn't even talk about this on any of our socials.
18:12If I was to send out one email to our email list, we could pack a theater.
18:16We could pack 1,000, 2,000 people here from the email list.
18:19It's insanely packed.
18:20It is hugely powerful if you cater to it and you don't have to go crazy on figuring it out.
18:25I would just start and play the game.
18:27All right, that's one.
18:28Here's the cheat code.
18:30Now, this is really, really important.
18:32And most people on the internet would think that this was a snooze,
18:35which is almost every business that I've seen that's worth hundreds of millions of dollars
18:39has a number two that operates, and it's not the creator.
18:43Up and to the right, you actually have my friend Kat, who runs Nick Baer's business now.
18:48You have, to the bottom right, you have Reed, who runs Mr. Beast's business.
18:52The Rock, you got Danny Garcia, who used to run his,
18:55and now runs a lot of the holding companies in tandem.
18:57And then, obviously, you got the goat.
18:58You got Mama and Baby Kardashian.
19:00The reason I say this is because every problem you have is a person, not a tactic.
19:05And so, your job as a creator is what?
19:08To attract attention.
19:09Except you're playing a level one game.
19:11The attention we're trying to attract is from a bunch of followers,
19:14because I'm so smart, and I'm going to be a guru up top.
19:16But what you should really be looking for is who are like the one to five people you could attract
19:21that are smarter and better than you at operations, systems, and processes, and execution.
19:26And you want to attract, you want to have some non-viral videos showing how smart you are
19:31and how big of a business you're going to build just to find your goat, your cat, your Reed.
19:36This accelerates a business more than anything else.
19:39But most people won't do it because we're so focused on us being the super smart people
19:43that we are on the internet.
19:44You need somebody who's actually going to make sure the work gets done
19:47and probably pull you back.
19:48Like, yeah, yeah, yeah, not that idea, this idea.
19:51This changed my businesses completely.
19:53So in every single one of my businesses, in my media business, I have Chris.
19:56In my portfolio holding company, I've had April in the past.
20:00I had Nikki.
20:02So every single one of the businesses needs to have a really solid number two.
20:05And if you don't have that, you should spend the next 30 days doing one thing.
20:08Find your number two.
20:09That's the biggest accelerator.
20:11What I would impress upon each of you is,
20:15do you ever feel this sense of fear and urgency
20:19that you won't stay relevant forever?
20:22That like, this won't continue?
20:24That the business won't keep growing?
20:26That what if this stops?
20:27And what I will say is, in the attention economy, that's true.
20:31You should believe that little voice inside that makes you scared
20:34that you won't stay relevant forever.
20:35Because this is one of the few things that's true.
20:37Unless you build a business that is not reliant on you and your face for sales,
20:42you do not have a real business.
20:45And so believe that little voice and take the steps now
20:48while you guys are still at the top of your game.
20:50How many like 65 year old YouTubers are there?
20:52You guys watch a lot of their content?
20:54Yeah, me neither.
20:55So I'm really honest about the fact that this game won't last forever.
20:59So let's play the game intensely while we can.
21:02And then the thing that stuck with me the most from Andy
21:06is this idea of long-term games with long-term people.
21:09How can you find a few people in your company
21:12that you can build something bigger than yourself
21:15so when you're tired you can actually take a break
21:17that don't want to be the face but want to support the mission?
21:21And how can you build a dream so big
21:23that you replace other people's dreams?
21:25Because that's what happens when you get employees.
21:27They have their own hopes and dreams.
21:28Don't you think they want to be the CEO?
21:30Don't you think they want to make decisions?
21:31You have to build something, a vision so big
21:34that they are willing to give up on their dreams
21:37because yours is better.
21:38And you do that all day with your audience.
21:40What would happen if you did that inside of your business?
21:43Your business will completely change.
21:44It'll never be the same.
21:45Then you'll come back here and say thank you, Cody.
21:47And it'll be really great for me.
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