Transcript
Raw auto-generated captions — not yet polished.
Note: This transcript was auto-generated from YouTube captions. It may contain errors and lacks speaker identification. A full Gemini audio transcript will replace this.
Kind: captions Language: en Sam you know what they say when you’re on a boat and it’s sinking get off Women and Children First uh and that’s what we’re doing with the podcast today Women and Children [Music] First I have a topic I want to talk to you about have you seen this startup that’s called co- fertility how do you spell it see fertility D I don’t know it could have been Co like you spell with a K like in the Asian way I don’t know co- fertility all right I get it yeah I’m there so check this out uh you know a little bit about egg freezing but uh I didn’t know much I’ve never done it but I do know there’s like a growing trend of this I think basically people are having babies later in life and um egg freezing Tech has come along and it’s also become more normalized I think some companies pay you or will pay for your egg freezing um but like just look at this Google Trends chart so last five years egg freezing is basically gone from you know roughly kind of 30 40 on the Google Trends to like basically 80 and so it is it is on the rise and that’s just in the past I don’t know couple years two three years I think last year 20,000 women in the United States chose to freeze their eggs so still a very small number so for like the 18yearold men who are listening to this podcast for me 6 months ago what is egg freeze what what do you mean so egg phrasing so I guess uh I guess I I I actually don’t know the difference in terminology but I know from experience there’s two ways to do it one uh a woman just freezes her eggs and then when she’s ready uh I don’t I guess why does it feel like we’re having the talk it’s like when a man and woman love each other very much birds of the Beast I was a I was a participant in this and so I guess you could you could freeze just eggs and then eventually when you like meet a husband or you meet someone who you want to like mix it with you mix it and they stick it up beside the women and then like nine months later hopefully she has a kid uh the other way you do it is you freeze embryos um which is a process that I went through which is uh awesome but every like leading up to doing it I have to bring my sperm to the doctor uh like 30 minutes after getting the sperm out of my body and you just have this ultimate look of Shame and I remember my wife and I have debated what is more embarrassing and shameful like when a woman has to go to a geologist or when a man has to like donate sperm uh it’s like it’s like when my son comes out like I haven’t seen him in a little while and he’s like a three-year-old and he just comes out of somewhere and he’ll be like I did a bad thing it’s that’s you walking into the hospital holding a cup of sperm it’s a it’s a horrible experience and so uh yes I so that’s what egg freezing is somehow we made this about the dude side of things but I think for the women it’s a little bit harder they have to like literally take shots and like harvest the egg it’s like a very hard process on your body anyways it’s also very expensive so I think traditional egg freezing one cycle is something like $10,000 and so there’s a startup co- fertility what they came out and said was hey free egg freezing how is it free right and it says um by the way they had like this billboard or this ad which was it says the best time to freeze your eggs is often when you can least afford it that’s why we’re making it free and I don’t know if you ever heard that phrase if it’s free then you are the product yeah basically wow the biggest version of this so what it’s doing what they’re doing is they’re like we will freeze your eggs for free but we keep half we we keep half the eggs and this sounds a little crazy when you first hear about it but I actually think this is pretty smart what they’ve done is they’ve bundled together two things they’ve bundled together egg freezing and egg donation so some people do donate eggs they get paid for it and they’re willing to do that they go in eyes wide open and they choose to do that and that’s great because other people need eggs and so they bundled it together where now you can you can get free egg freezing if you bundle in and agree to donate half the eggs up front and on the other side they go and charge people who want eggs and they charge them $133,000 at $13,700 to as their matchmaking fee to get you your eggs and so I think this is a pretty smart and disruptive uh model what do you think of this idea uh insane I think this is insane I not in a bad way necessarily I think it’s a bad way for me I don’t want to do that but I think that the whole process of that that I went through that my wife and I went through I think it was like $60,000 um and her insurance paid for it but if you can’t afford it you’re screwed this is pretty wild do you think this could actually work as a business I think this can totally work I think there’s a lot of people out there who like you said they don’t have the extra tens of thousands of dollars to freeze their eggs and so if your options were don’t have don’t freeze it or this free option but you’re going to donate your you know some of your unused eggs and you’ll know that they’re out there in the world I think there’s a lot of people who will take that and I by the way I think that because this is controversial it’s going to get so much Free Press like there is something um almost strategic in doing a a sort of controversial taboo almost a naughty idea and you will get article after article on online argument after online argument and all it really does is it pushes away the people who were never going to be your customer but it educates the people who actually might be your customer because it’s going to be so noisy dude let me tell you a related story so she said I could name her name but you and I have a friend named cat and well she’s I’m really close with her I don’t know if you’re close with her I think you’ve just met her once or twice um her and her wife wanted to have a kid and it was and although she’s successful she’s a she’s a Frugal woman and it was really expensive to do this and we all have a mutual friend David who’s this wonderful man he’s like a 6ot tall goodlooking nice smart guy and Cat and her wife Emily were like David would you like to uh you know could we get some of your sperm and have a baby and they looked into like some of this egg freezing stuff and it was really expensive and they were like can we just kind of do it yourself on this one and so uh they didn’t have sex they didn’t have sex but he would come over in the morning uh like when they were ovulating and he would do the deed in the bathroom they would get the sperm and they would just kind of uh I guess they had like a do-it-yourself kid at home yeah like a turkey I don’t know like and uh they did that and in the very first try cat got pregnant now she’s got a beautiful two-year-old and wow it worked so what did he get like free lunch what what Happ what did David get out of this nothing he just he’s like a he’s like dude it’s like on paper this that’s how she’s a great marketer dude she is a great entrepreneur and a great marketer she convinced this guy to do this for free you know she used her uh her marketing skills well they have a beautiful kid and he’s like the uncle and his parents sort of act like a mixture of grandparents and uncle and aunts and it’s like a wildly awesome relationship and everyone’s happy with the ordeal and so this whole like co- fertility thing I think this is another interesting solution to the same problem similar problem what’s the what’s the slogan for Austin I don’t know what is it Keep Austin Weird Keep Austin Weird kept doing your part out there they kept it weird if I told you this solution like oh it’s just possible you’d be like that’s crazy these three people it’s I guess it’s a thruple I don’t know what you call this it’s perfect it’s like the most harmonious relationship I’ve ever seen yeah sounds actually very healthy to be honest it’s very healthy so I like co- fertility did they raise money uh um I I you know how I think they raise money they have the like you know when you see somebody who goes to the store and buys a new outfit and you’re like you’re looking great but like can’t really put your finger on what’s new about it and then you see the tag on their jacket still you’re like oh this is you got a new jacket that’s what you went shopping and got a new jacket their fonts are all the fonts of like a red antler brand where you’re like oh you launched but you paid for fancy branding up front you got a font that I can’t find on Def font.com in the free section and so I know that they got some money somehow to do this all right everyone a quick break to tell you about HubSpot and this one’s really easy for me to talk about because I’m going to show you a real life example so I’ve got this company called Hampton join hampton.com it’s a community for Founders doing between 2 million all the way up to like $250 million a year in revenue and one of the ways that we’ve grown is we’ve created these cool surveys and so we have a lot of Founders who have high net wors and we’ll ask them all types of questions that people typically are embarrassed to ask but provide a lot of value so things like how much the founders pay themselves each month how much money they’re spending each month what their payroll looks like if they’re optimistic about the next year and their business all these questions that people are afraid to ask but well we ask them anyway and they tell us in this Anonymous survey and so what we do is we created a landing page using hubspot’s landing page tool and it basically has a landing page that says here’s all the questions we asked give us your email if you want to access it and then I shared this page on Twitter and we were able to get thousands of people who gave us their email and told us they want this survey and I can see did they come from social media I can see did they come from Twitter from LinkedIn basically everywhere else they could possibly come from I’m able to track all of that and then I’m able to see over the next handful of weeks how many of those people actually signed up and became a member of Hampton in other words I can see how much revenue came from this survey how much revenue came from each traffic Source things like that but the best part is I can see how much revenue came from it but a lot of times it takes a ton of work to make that happen HubSpot made that super super easy if you’re interested in doing this you can check it out hubspot.com the Link’s in the description and I also put the link to the survey that I did so you can actually see the landing page and how it works and everything like that I’m just going to do that call to action then and it’s free check it out in the description all right now back to MFM uh this is pretty cool would you do this yeah why not uh also it’s hilarious that like on this huge life decision I was like why not and then for the first time in my life my brain responded with several reasons why not usually why not is met with nothing so they did some I was reading some study and it said that 83% of egg donors share that they would donate again and only 2% regret their decision which forget about you know surveys I think are are often prone to just like finding data that supports the point you want but I do think it’s an interesting uh that’s an interesting statistical thing which is what percentage of people regret ex decision like I would love to see a list of life decisions and then the regret score um you know for example burning Burning Man is this thing that I’ve been on the fence for for like 11 years even though everybody I like and Trust in my life who goes is like it’s the best what are you even talking about what’s the decision just go and I don’t know anybody that’s regretted it personally in my life I’m sure there are people because there’s like a million people that go every year but I I just kind of want to see for life decisions the the regret percentage for each thing I think that would be very Illuminating for uh somebody who’s trying to make good decisions in life don’t you think wait so why haven’t you gone to berning man I’m scared of drugs yeah same but you just literally said no one that you’ve Matt has regretted it and when I tell them that they’re like so then don’t do drugs I’m like but I thought that’s what you do there and they’re like no that’s just one of many things you don’t have to do drugs what kind of Dork ass response was that and then I’m like okay I’ll I’ll think about it this year then I go home and I’m like I’m still scared of drugs I’m not doing this my Square friend like my I’m straight edged so my other straight edged friend and his girlfriend they’re like hey we went to Bernie man birning man it was awesome you guys want to see some pictures and we I was looking at pictures and swiping through their phone and it it looked a little bit normal a little bit normal and he’s like sitting over my shoulder like yeah this is this cool guy we met like here’s this cool van that we saw um there’s us just like doing this and then there’s a picture of him but naked like with a full frontal photo with his arm over her who’s also naked and they’re just like smiling and then he’s just like yeah there we were like celebrating this thing the weather was great that day yeah and then just swipe and I was like okay and I saw that I was like I don’t know man bur those might be the scariest words in the English language do you want to see some pictures from my Burning Man trip it’s like you know right before you go to Six Flags and they put the the the the like roller coaster thing and the thing comes down and clamps you in that’s that’s how I feel when somebody says you want to see the pictures for Burning Man this year um I want to do another parenting one before I get to the parenting one can I do a quick little thrill the show thrill me baby this is something I’m um I’m proud of so in Hampton we have access to like a thousand Founders and we’ve been doing these really cool surveys where we Sur by the way Hampton it’s my community uh for CEOs average CEOs doing about 25 million dollar in Revenue you guys can check it out and you apply we interview everyone fun fact my partner Joe and I watch 100% of the interviews and we’re the ones clicking the approve or deny button um so you’re like the Harvey Weinstein of the of the process would you say no I would not say that I would not so check it out join hampton.com but here’s what’s kind of cool we did this survey and I was like let’s do wealth where we like ask all these people all these questions like you know how much money do you have what’s your monthly burn all these questions that people are embarrassing to have it was cool but then we were like let’s actually do it by industry and so we’re doing it by software uh we’re doing it by all the different Industries so what other Industries other software marketplaces Health stuff uh we just did one on e-commerce and if you go to join hampton.com or just search just actually this is easier look in the YouTube description or just Google join Hampton and then blog and you’ll see our blog and you’ll see all our reports dude we did this thing with Ecom owners where we asked them all about their revenue per employee and uh their uh how much profit they’re making how much they’re paying themselves things like that did you see that thing released what was the revenue per employee I’m curious dude it was pretty good so let me read you off some of the wow what a satisfying answer thanks thanks I’m gonna read it I’m gonna this the chart just says pretty good yeah de it just says de I’m going to read I I’ll I’ll read you uh off so we had about 50 people the average revenue of the responder was 25 million average revenue per employee 1.35 million the average founder paid themselves $385,000 a year net profit has grown consistently over the last couple years and we break down each company’s net profit um and shockingly I guess this isn’t shocking to you and I [ ] meta dude it’s still the best platform for buying ads for Ecom dude uh it is except for there’s a couple people just dominating on Tik Tok shops right now but um let me ask you something on 1.3 million of Revenue per employee right so 1.3 million of Revenue per employee I would say that a good e-commerce brand is doing 20% profit margins on that before taxes ia ia margin um and I would say the average might be between 10 and 15% so let’s just do a little math so 1.3 and let’s just use the 15% number what is that $195,000 and so I would guess the average wage might be 100 for these e-commerce uh stores maybe 120 and so roughly 50 to 70k of profit per employee and so that’s why the 30th and final slide of this presentation where we go through all the numbers it just say Ecommerce sucks it just says don’t don’t but if you’re listening and you are into e-commerce check it out just look up uh you can go to join.com blog or just search Hampton blog and you’ll see all the reports there or in the YouTube description now can we talk about something that it was your idea to cover this person and I’m now obsessed with them who’s that person Dr Becky Dr Becky I love Dr Becky I more so love the idea of her than maybe I actually love her explain what you who she is and why you love her I’m gonna give you like the two-minute breakdown of who she is so Dr Becky I believe her real name is Becky Prince now her name’s Becky Kennedy grew up in Scarsdale New York which is like a really nice suburb in Long Island on Long Island it’s like 45 minutes outside the city she had a bunch of issues as a kid so she had like emotional issues that she wasn’t sure how to handle uh eventually that developed into anorexia and she starts going to therapy at age eight or nine gets obsessed with therapy goes to Duke and Colombia to study psychology and then starting around the pandemic so 2020 she just starts doing this content on Instagram and I looked at her first post it’s feels like very impromptu so it’s like her just kind of actually like this setting or like your setting be next to a wall just with her camera up and answering questions about parenting of which she studied uh at Duke in Columbia and it takes off and one of the reasons it takes off is she’s very charismatic she’s very cool looking she’s got the it Factor she looks like someone who you could trust and she grabs your attention nicely although it’s sort of like Andrew huberman where he’s not doing anything like thrilling but there’s something about their personality and the way they look where you’re like I just want to trust and listen I trust you just trust this person yeah I just want to listen to you now things kind of off and she’s like let’s turn this into a thing so she creates this business called good inside and it’s a community where you pay $300 a year and you uh you get access to like this area where you can talk to other members and you could ask questions and they also have a bunch of uh she calls it good inside clinicians but people who I guess who she’s trained who are talking and answering different questions and now it’s a thriving Community behind the community you also can see videos of her things like that and by the way do you know who she partnered with to start this business I do I just found that out right before this pod I was like did you catch that I was like Eric abelski huh is that a common last name or is this Scott belly’s wife and it turns out it’s Scott belly’s wife no way it’s Scott belly’s wife of the Pod Scott bsky yes Scott belly who’s now the chief product officer at uh Adobe uh I don’t know if he’s actually been on the Pod but we both admire him just a wildly successful cool dude and that’s her partner and did you also know that they’ve recently raised $10 million for this business good inside no way I did not know that and this is only like a few years old I think it’s like three or four years old but you missed the headline the headline to the story is uh the product uh their product good inside has about 50,000 paying members so their membership communities probably doing around 13 14 million a year in Revenue giving parents parenting tips parenting advice from two clinical Physicians and mothers right uh that’s kind of amazing and this is a amazing it’s an interesting Market there’s actually a bunch of these so I don’t know if you ever saw uh taking care of babies you know who that is no what’s that one so if you just get her her her name is Cara and then her handle is taking car of babies we had bought her course like for hundred something bucks when I had my first kid and she has basically like a sleep training course of like train your baby to sleep without without uh crying it out I did bought I bought her $100 course I sat down I did it I looked at it I watched it and I was like yeah we’re not going to be able to do that but either way it was good material and there was some good insights in it and basically the funnel for these is All the Same free content on Instagram or YouTube and then basically like they’re just building Trust on Instagram really where it’s like here’s who I am here’s what I do I’m GNA put up stories and tips every single day they build up trust trust trust trust trust and then they have the free or sorry they have the paid either membership or educational product underneath at the info product taking care of babies was making somewhere between 10 and15 million this was not even like a company this is just like her uh 10 to 15 million a year in Revenue with fat profit margins because she was spending nothing on marketing and basically had no you know a small team or no team and uh and then she got cancelled unfortunately she got canceled because she donated to Trump of all things like pretty crazy reason to cancel somebody but uh the mom sort of in Mass unsubscribed and in all the mommy groups on Facebook they were like we’re not going to support her if she’s gonna support Trump and so she kind of got knocked down a couple of pegs I think she’s still out there doing fine but but would like the Trump be like yeah I’m in even harder well I think there’s probably some lean in the like who uses these products and who pays for these products which is like maybe more Coastal moms and whatnot like it might be skewed in that way um I’m not sure but but you’re right yeah it it doesn’t fully doesn’t fully make sense but I remember reading that there’s other ones uh Ben had bought this one called big little feelings I think uh they sold 200,000 courses at an average of $100 so 20 million in Revenue um turns out mom influencer great career great career if you could pull it off and it’s a very simple career uh not easy to do let me put that put it that way but very simple free content on Instagram lead to paid thing but obviously these people have expertise maybe they’ve been a a doula for a long time or they’re a clinical physician or they’re a clinical psychologist sorry um they they have to have some you know expertise or authority in the domain but you know one of the things I really liked about Dr Becky’s content by the way is I think intentionally she makes it relatable so she’s not wearing a lot of makeup she’s not sitting in front of a very well produced thing which of course they could afford it at this point but she’ll be like on the go to pick up her kids from soccer practice just take out her phone when she has the impulse about some topic and say it and I think it makes her feel like the kind of relatable but aspirational mom who like just finds time doesn’t have time type of thing and um I think there’s something strategic about that that that’s pretty cool so that’s what I wanted to bring up so Dr Becky is I think a very very smart woman and I think she runs with very smart people because I was looking into this woman a little bit and this sounds like I’m hating I don’t mean for it to sound that way I’m a big fan of this person and I think they’re the real deal I think that this is far more put together than it appears to be it tries to look like it’s kind of thrown together and and it’s this thing but Dr Becky lives on the upper west side of New York where a 1,800 foot apartment is typically 5 to like7 million and she she also like uh went to the best schools she’s from Scarsdale which is a beautiful uh fancy Community uh in New York I think that she runs around with you know people like Erica bsky these people that are top-notch top at their game and they I think that it was definitely like a we’re gonna do this and we’re gonna do this and we’re gonna do this not oh one thing just happened to turn to this to this to this like she’s executing this plan perfectly and so this again this sounds like I’m being negative I’m I’m not there’s nothing wrong or unethical at all about any of this uh but it like I think this is like a perfectly executed plan is what I think it is yeah I think for most content creators it starts organically right because you don’t sit there and think and now from scratch I shall become an influencer with millions of followers it’s not really start I don’t think she did I don’t think so we can scroll back like let’s scroll all the way they deleted Old Post all the old I I already found the old posts they’ve been like I I I looked on on YouTube like there like there aren’t that many old posts um and here’s what I think I think that if had you met this woman 10 years ago like it would have been very you could have just had a conversation with her and be like yeah I think you got the it Factor like this is like a type of person who I see her talking I’m like dude it’s very obvious that you’ve got like whatever these popular influencers have let’s just put a little bit of money behind this and turn this into a thing well I like that you’ve gone coffeezilla on this one you’re like hey wait pause that frame that’s Oprah in the background she’s friends with Oprah like I try to find the thing think I think my my personal belief I don’t think it’s plotted but I do think it’s strategic meaning I think there’s a lot of uh to make something look effortless to make something look authentic and and and and real it actually takes some effort to make something look effortless and it takes um some thinking to make something look off the cuff in a way right and um and often it’s not that you’re manipulating people but it’s you’re intentionally saying no to certain things that would ruin that vibe that would break that trust that would break the fourth wall or what ever and so I do think that they’ve done a great job of that like uh you know there but there is the negative version like I think remember those stories about Sam bankman freed where they were like um hey uh you know you’re gonna meet with whoever this investor today and they’re in the boardroom and they’re like Sam um you look good he’s like thanks and they’re like no like you need to you need to look like a like you need to look like a dork and they were like get this man some Jorts and like somebody ruffle up his hair make it look like he hasn’t slept in weeks and there’s there’s an article that basically was like we basically knew that people pattern match and if we can look basically like Zuckerberg and a bunch of the other like kind of prodigies who are awkward who don’t know how to dress who they have these weird personality quirks okay let’s play up that he’s vegan let’s make him drive this car right like there was intentional choices along the way to either make him look more like that or prevent anybody from polishing up those rough edges they’re like no no no the rough edges are key let’s keep those and actually let’s put those front and center yeah and there was there were stories that came out it’s very rare for those stories to come out because even the people that pull it off they they never have any incentive to come out and like acknowledge that it’s only when somebody has a complete downfall that his closest confidants come and betray and be like yeah that actually happened by the way I am not remotely implying that Sam bakman freed and this woman are even in the same I’m not all I’m say I like this lady I trust her advice I think not getting an invite to her Hampton party this summer right what I’m saying is I think that she’s just a shark when it comes to business which is not something that would you would necessarily want to portray when you’re trying to be a a mother expert I’m on board with Becky I think she’s the best so I I’m on board um what uh is there any niches that you think are interesting other than parenting for this model because this model is the most basic simple model explain the model what do you mean by that so the model is um well I don’t know why they rais money for this because typically you don’t need to with this model but the model is we’ll use Andrew shman as an example so or we could use what I’ve done whatever but the model is you get popular on the internet and become a thought expert and then you get popular oftentimes you’re having a Blog sometimes a podcast sometimes on social media and then you create a community you create a community that is uh something like $200 or $300 a year and you try to get as many people as possible and then you also host events that cost money and then you have courses that are between $1,000 and $2,000 something to upsell because you want your pricing to be something cheap a little bit more expensive and a little bit more expensive and then you just focus on getting more and more popular and creating this business all around a lifestyle an idea for her her idea is um uh what’s it called good inside I think that’s like her it’s like that’s like a thing she teaches called good inside for other people like um there’s Mark cist who did this with um uh good apple which is about like a a health company there’s a lot of people who have done this in a variety of niches where it’s thought leader blog book course community and then like some type of higher tiered membership yeah definitely like Miss Excel did this with just teaching people Excel Excel expert create free content leads to courses leads to info products leads to membership uh I think this Playbook has been out for a while and by that I just mean to say I don’t think this is um I don’t think you have to do the figuring out all you have to do is the execution which is nice in a way but it also means it’s kind of competitive it’s not as easy as it might have been if you were early in the figuring out phase but you could definitely do it we’ve done it in a way um we just gave three examples in the parenting Niche that have done it Miss Excel has done it there there’s people who have done it in the you know the vshred type of model that have done it in the guys bodybuilding what’s vshred v shred you know you don’t know what V shred is no what is that involve like the V of your abs yes yes the Dorito body baby you want your you want your upper body to be shaped like an upside down Dorito um you don’t know who vred is that blows my mind dude let’s V it is the perfect intersection of dude’s shirtless successful businesses and internet affiliate marketers I can’t believe you don’t know who this guy is that is your that’s your vend diagram sign me up you don’t know who big shred is oh my God all right so let me give you a little vshred uh story so you you do know this guy as soon as I you see him you’re going to know this guy I I’m on his website I have I I don’t I’ve never seen this before in my life basically this guy was super jacked guy who then has runs Facebook ads you click the Facebook ad and it takes you down a funnel and his funnels are pretty like well known in the internet like marketing Niche because it’d be like a vshred clickfunnel and it would be usually a quiz and it would take you through a quiz of like uh I’m a guy it’s like do you want to get act or get abs and you’re like oh man or it’s like both it’s like give me both and then be like what holds you back is it you know eating poorly you’re like yeah it is eating poorly how’d you know and then you just keep going down this funnel it’s like I’m gonna give you a personalized thing and then it gives you a personalized thing and you pay 99 bucks for it and he basically ran this funnel um and made like I don’t know how much money this guy made but I’m pretty sure I ran at one point this was like nine figures but I think I might be mixing up kinobody and v no you’re right I’m looking at VRE and some like there’s some stories saying it’s done $200 million in Revenue yeah so how look at this block post how vred used a quiz funnel to drive 200 million in Revenue I don’t know if this is like legit or not but in 20 2022 they had five million monthly visitors on their website and uh yeah this guy just basically dominated with uh with Facebook ads for the the health and fitness Niche now what he was doing was he was using ads he was still an influencer but he was like cool I’m gonna pump ads and I have this like funnel that was basically the most simple click funnel in the world like you go there literally we could show this on the it’s a progress bar and then it just says are you a man or a woman and there like simple Like A or B type of answers and you click you click you click and then you kind of want to see what’s the end here and then they’ll show you like at the end it’s like before he sells you the thing he shows you like five Transformations like here’s this nerd now he’s jacked here’s this fat guy now he’s skinny and it just shows you like five Transformations and it’s like do you want that [ ] or not and then you buy it dude imagine them just describing it at their meeting like you did so we going to show show a nerd a fat guy and then we’re just going to say want this [ ] or not it’s where are we going to get a nerd take your shirt off right now go take a picture it’s you you’re the guy um do you want to talk about this guy Isaac yeah yeah tell the story okay this is like a full this is a full circle story so have you have you seen have you seen what the guy that guy Isaac’s doing the guy who we talked about his mini Katana brand what’s his last name I have no idea what Isaac’s last name is Isaac Mini Katana guy sword guy and we talked about him before because he had taken a product that was super Niche literally katas like the I don’t know Japanese sword it is he sent me one yeah they’re called mini katanas by the way this thing is like six feet long it’s so long nothing mini about it you know pissed my wife was and we got this like giant sword in the house now I’m like I don’t know it’s supposed to be small I don’t know what happened um and they couldn’t run Facebook ads or Google ads because you can’t advertise weapons and so what he did was really smart was he basically got content creators to make cool video he turned his disadvantage to his Advantage his disadvantage was I can’t run ads his Advantage was I sell a cool product swords and there’s a lot of cool content you can make with swords and he just used YouTube and Tik Tok to go viral many times and he built it up to like 10 million or so a year basically like you know uh 10 10 to 20 million a year in revenue on the katana brand but of course surprise surprise there’s not a lot of repeat purchase in the sword Niche right like you’re not you know there are some colle but for most people most people don’t want a sword of the people who want a sword you might just want one you might not want to fill your house with swords so it was not a great Ecom product but what’s he doing now he switch hold on before you get to what he’s doing now you’ve missed a few points about Isaac so Isaac I listened to a podcast with him he was like a he did Postmates and like freelancing and things like that and then he’s like I’m gonna start a business and so he was like yeah we can’t like you said we can’t advertise but you didn’t say how big his channels got so basically he was like I’m going hard on content and so he gets to 1 billion views a month across his network of of YouTube channels and so his main Channel on YouTube which only launched in 2022 has 8.7 million subscribers and five uh like and billions of views and this is like not their main product their main product is the swords and they’re just using this as marketing but it’s they knocked it out the park it’s an incredible example of marketing I’ve used this I’ve I’ve used I’ve learned some things from Isaac and used them in my business um that have been very effective and it’s just a different way of thinking about marketing so but what he was doing was he would say all right how do you sell a miniana you can either go to people who already are collectors that’s a really really small Market you go to people who might be interested why because they have interest in anime and and different like interest overlaps where do they hang out okay they hang out on Tik Tok and on YouTube all right cool how do I actually get them to want my product how do I build desire for my product and what he did was instead of saying here’s the sword here’s the features here’s how the handle looks here’s how sharp it is whatever he’s like do you think I can cut this bullet in half if I shot a bullet at somebody at this ninja do you think the ninja could cut it in half with a sword that video has like I don’t know 10 20 million views it’s like an insane video where a guy literally chops a bullet in half as it’s flying at him using a sword and um then he does another one where it’s like which is kind of like a weird that’s like a weird thing that’s like saying like if you punch me me saying like told you my face could stop that like like the bullet aims at the sword hurt your hand huh as you bleed um he also did one that was like another marketing thing I really liked of his was how do you not mention the product in a way that drives the comments crazy so he started a video that was or not he but like one of his creators started a video that was like they’re like cooking a steak so you think it’s a cooking video and it’s about a steak and then they put the steak on the on the cutting board and then they take a giant Katana and they cut it into slices but they never mention the Katana and every comment was like uh are we going to talk about him using a actual sword to cut the steak what what the hell was that and the comments Drive the virality and it was if he had said now watch me use this sword people wouldn’t care it’s when he didn’t mention the sword that all the comments have to talk about uh bro what what is this and it’s that type of social engineering that I think was really really smart all he needed was a better product I think he might have a better product now and so he he starts to sit down and he’s like all right so my business got to like 10 or 20 million in Revenue that’s not enough I want to go to 1 billion and so he shared out he goes in late 2022 I stepped back and I said I need to hit a billion dollar company or I want to make a billion dollar company here’s my five requirements would the content Playbook give us an a severe unfair Advantage does the does it have a huge Tam meaning could a 1% win be a massive outcome is there some is this something that I’m personally passionate about does this have a moat sort of like mini Katana store already had which is like making swords are really hard so if I can figure that out I have a moat and then finally the product doesn’t 100% rely on marketing because I want Tailwinds uh I want I want to like catch a wave and so he said what can I launch that fits that and so what did he launch he launched a Freez dried candy brand called conai foods and um it’s basically candy brand and it’s I don’t have you ever had freeze-dried candy I’ve never tried this I I don’t think I’ve had this I don’t really know what it is all right so here’s what it says freze dried process removes all moisture from the candy leaving behind a perfectly crunchy treat so I think it’s candy that’s crunchy like a chip basically and light so it’s like a gummy bear but light yeah yeah exactly um it’s like just the sugar and so he uh by the way this is a great example of one of the most valuable insights that I ever had on the podcast when Alex heroi came on the podcast long time ago I don’t know where this was his first came on like three years ago and you know hormozi puts out like you know a metric [ ] ton of content every month and I don’t consume all of it but this one thing he said to me three years ago on our podcast has stuck with me and I’ve repeated it to myself and many others I actually told Isaac this at a party once when I was talking about dude you are doing 10 out of 10 execution on a two out of 10 opportunity this was the advice I needed to hear early in my career because I started a restaurant and I tried to do all the coolest [ __ ] in the world and I tried my hardest and I was trying to bring 10 out of 10 effort and I thought I was a 10 out of 10 talent but I was going after a two out of 10 opportunity and that’s what porosi said that he that that’s the advice he got from Russell Brunson about his gym launch thing they were like uh dude you’re you’re an amazing marketer but you’re just using your marketing to launch brick and mortar gym chains one at a time a couple in a year maybe what you need to do that’s you taking 10 out of 10 execution at a two out of 10 opportunity brick and mortar small scale Boutique gyms instead what you should do is take your marketing Playbook and go sell it to every gym across the country that’s the 10 out of 10 opportunity similarly um you know uh just the last segment we talked about with the Dr Becky taking her her expertise and children if all she did was saw five five clients a day as a clinical child psychologist or whatever it is um that would be a smaller opportunity than what she decided to do which was make a media product that scaled to millions of people and then charge you know a membership fee and make 13 to 15 million a year on her membership fees right that’s a same skill set bigger opportunity or same person bigger opportunity I think what Isaac’s done is he’s taken that 10 out of 10 content Playbook that he really like mastered and he switched from going to a a one I would actually give the sword thing like honestly a one or two out of 10 opportunity and now he’s going for like you know a sort of a five or six out of 10 some six out of six or seven out of 10 opportunity because he said it right he might have had 100% of the mini Katana Market before and it’ll be smaller than him getting half a percent of the uh of the candy Market or even the like alternative candy Market in this case what did you do with your mini Katana it’s sitting right over there on the wall in my office in a case just in case which is the problem with it which is the exact problem with that business is mine’s doing the same thing it’s just sitting there and I showed it to three people one time practice every day what am I supposed to do with it uh and so did he shut down mini Katana I have no idea but he should all right just light it on fire and throw in the dumpster and hope no one finds it with that whole business it’s honestly an underrated uh an underrated thing is the art of quitting um like your whole life you’re told not to quit and you’re told that perseverance is everything well quitting like everything it wouldn’t exist if it didn’t have a function and uh there is a function to quitting things and you know it’s easy to quit when everything’s failing hard thing to quit is the Slow Burn of mediocrity right like the thing that’s not taking up all your attention but it’s taking up some the thing that’s not totally working in achieving your goals but it’s not totally failing it’s that middle zone is the danger zone um the things that are obviously failing are easy to stop we stop them no problem the things that are working are easy to keep working you just shouldn’t stop them it’s the things in that middle Zone that people are very very bad at quitting and if I had to give myself a little pat on the back this is the one thing I’m good at is being pretty ruthless about things in the middle Zone like I had a venture fund that I was doing I I had a rolling fund it paid me very well and I was deploying I don’t know close to $10 million a year to invest in startups it was uh it was good but it was in the middle I found better investment opportunities outside of that um but it wasn’t so bad that I needed to stop and I could have just let it chug along and eat away at my focus and instead just made a ruthless cut and said I’m stopping this and when are you stopping it I’m stopping it yesterday it’s done I’m just going to stop it now that was a good time to use a line that I think we should make our line which is not to toot my own horn but beep beep you got to say it like that dude that was so good have you said that before where is that from something that’s an MFM special dude once in a while you just get me like you make me laugh in a way that very few people can make me laugh dude it is so funny that oh my God wow give yourself a little toot do my own home beep me oh that was good I don’t want to do the podcast anymore I want to end it and laugh that’s an MFM special um Isaac I think you’re awesome man Sean I think you’re awesome for being a quitter beep beep Dr Becky even though I was sounded like I was being rude I think you’re also awesome beep beep um is that it is that the pod that’s it that’s the p