You're Playing Checkers...He's Playing Chess: Business Mastery Lessons From an $81 Million Day

0:01 Welcome to the coaching equation brought to you by empire partners and hosted by Ryan Lang and Brooke Bishop. Our mission is to help you build a profitable and impactful coaching business by cutting through the noise and all the expert advice to deliver tried and true actionable insights that you can deploy in your business today. Each week, we bring on expert guests, unveil cutting-edge tactics and strategies, and share the secrets and stories that we've gathered from working with the most successful coaching companies on earth. Welcome back to the Coaching Equation Podcast.

0:41 I'm your host, Ryan Lang, CEO and co-founder of Empire Partners, alongside my co-founder and co-host, Brooke Bishop. And today's episode is really unique. We're just time-wise coming off of Alex Ramosi's most recent $81 million launch. of $100 million money models. And Brooke and I had the chance to really sit down and look at not just tactically what happened, but we actually, the more that we broke it down and the more that we talked about it, found some really, really unique and interesting distinctions that we were able to pull out of this that we could not wait to share with you because we think that, to be honest with you... It's game-changing information that you need in your hands right now in order to know not just what's relevant, but what's actually been working for a really long time that Alex just doubled down on.

1:31 So without further ado, let's dive in. This is the Coaching Equation Podcast. Let's go. Welcome back to the Coaching Equation Podcast. I'm your host, Ryan Lang, CEO and co-founder of Empire Partners, alongside my co-founder, co-host, Brooke Bishop. What's up, man? What's going on? It's going to be a good, fun one. Yeah, so let's just come out with it right now. Look, everybody and their fucking mother is talking about Alex Hermosi's Most recent, you know, launch. And we thought, why not? Let's talk about it a little bit and kind of give our take and what we noticed and what we pulled out of it. Because it's going to be, you know, we have our own nuance.

2:13 We've got our own little... our own little sauce that comes on this, but we actually saw some things we felt were so relevant to talk about with the audience that pays attention to this podcast. So without further ado, why don't we dive in here? So just in case you're living under a rock and didn't know what just recently happened, um, Alex Ramosi's latest book, which is called $100 Million Money Models, launched just a couple of days ago. He did a 10-hour virtual event streaming live on YouTube. And there were a lot of different pieces that came out of this.

2:57 And where I really want to start, bros, I want to kind of break down like... the actual, you know, metric and tactical things that that happened that I think are important for people to recognize or see. And this is good for you if you didn't see the launch. This is good for you if you did see the launch, because it's going to reinforce what actually went down. So first things first. This was kind of a fascinating one, which is, you know, we're actually seeing more and more of this in the book world, is it's a donation based offer. So instead of just having a simple like go buy something...

3:40 The big call to action, like you could just buy the book. That was an available option. But the big call to action was to buy and donate 200 copies of the book for $5,998. And or you keep one copy and distribute $199, use light, you know, with personal codes and all that other bullshit. But this is an interesting one. I know I'm seeing this a lot in the book world where people are utilizing that as a tool to sell more books. And I mean, this has been going on for a while now, but I feel like it's becoming more and more prevalent. You've seen this much recently, the whole donation thing?

4:24 Uh, definitely in the book world. And I think you and I, you know, we've, we've been behind the scenes and a lot of people launching books and people trying to get on New York times bestsellers and the different, different ways you get there. Right. And it's, it's been in the book world because it is not easy to get on those bestseller lists because you honestly, you have to sell it in bulk and that's where everyone's turned their, their head to. Um, it's been very interesting the way he's done it because he's getting multiple bites at the apple. Um, and that's, uh, it's, uh, it's, uh, it's, uh, it's, uh, it's, uh, it's, uh, it's, uh, Mm-hmm. For, right? So, he's getting the book piece. So, he's hitting his numbers so he can get on the bestseller for the book side. I mean, he amplified the crap out of this one of bringing in the Guinness Book of World Records peeps to amp that out and put some hype around it, right?

5:10 The other brilliant part is he's getting access to everybody else's databases because guess what? Yes. He's got to know, well, where am I shipping it to? Or he's going to have tons of tools in the book so that he can use it as a lead capture. So he's not just getting the book sales and hitting that bite at the apple. He's building the heck out of his database, which is brilliant. So he's doing it in a very smart way that I would say we haven't seen a lot of other people do that specifically this way. Yeah. But he's got multiple offers. There's a lot of people that are just trying to sell their book. Whereas that's, he's using that as the front of the, of the, the whole, you know, front of what is horse at the front of the carriage.

5:51 He's using it as the front of the horse. He's the front of the horse. It's the horse's mouth. But yeah. Terrible metaphors. Yeah, he's just doing it really, really well. There's definitely some pieces I want to unpack as it relates to stuff that he's doing that's like principled and tried and true in some other ways. But yeah. 100%. This part was interesting too, though, because I think there are two things. I mean, number one, if you write a book and you really care about... you know, about people. And I certainly don't know Alex, you know, personally enough to say, but he seems genuine in, you know, in what he does and the stuff that he puts out.

6:33 And that's one side of it. Obviously, you get more books in more people's hands. But here's the other part. One thing that he has mastered is really the idea that attention is currency. And when you go out and you find a way to get more books and more people's hands you get more attention and that turns into currency so i thought that was really an interesting one this is one one one quick piece on that just because i think this is important did anybody really know who the heck alex hermosi was five years ago yeah no Yeah, maybe his gym launch clients. His gym launch peeps did. But outside of that, he was really not that big in the space.

7:17 And so the last time he did his book launch, one of the biggest benefits that he got is it put him on the freaking map as an authority figure in our space. Yep. Yep. One launch. Yep. Exactly. You know, so kind of moving on down the road, we'll hit some of the rest of these a little bit more quickly because I think there are lessons to be learned here. I don't want to get stuck in the weeds of the tactical pieces, but... You know, he had, and this is great because it's tried and true to what he wrote in $100 million offers. He had an enormous bonus stack, right?

7:59 So he had a bundle that had 12 physical playbooks, a hands-on implementation workshop, lifetime access to the $100 million AI platform, and... And, you know, that was a it was a huge offer stack. And then he paired that with a high ticket upsell. So if you actually purchase the thing, you get a one time upsell for this, this scale advisory. That's like three K a month for six months, 18,000 total. And you get access to Alex and his team, which he's essentially been doing at their headquarters. Right.

8:39 When doing running these projects. live in-person workshops that they've been doing and some bonus business intensives and stuff like that. But here's one thing to learn. It's one session a month, if I remember correctly. You mean the upsell? Yeah. Yeah. Like, yeah, I think that's stacking and languaging of it was brilliant. But at the end of the day, when you really break it down, it's a one hour group mastermind session. Yep. 100 percent. But I interrupted you. Keep going with your thought on that. No, it's OK. You know, one final piece in this little trilogy is. was gamification and scarcity. So he had leaderboards, deadlines, public ranking systems.

9:25 And he had actual... One of the things I really respect about what he did, because I believe it goes back to tried and true marketing, is he had actual urgency. The bundle expired on August 18th. Like, you can no longer buy it. And I love that he stuck to that. I think it's really important. So those three things, though, bro, I think it's interesting because... Those are not new. Bonus stacks, high ticket upsells, gamification and scarcity. None of that is new. And I think it's important to realize how... you know, these tried and true marketing tactics that have been working for a really long time just worked again at scale in a really big way.

10:09 It just executed really, really well, right? And the pieces that so many didn't get to see, all the groundwork that was done prior. So what, I mean, you and I have gotten to see this with a number of different people, but if you use, so I know Amber Spears is another name that's been big in the space now. Yep. So what a lot of people didn't realize was Amber got her start working for John Asaroff as his affiliate manager. So I got to see Amber's work in full effect. Right. So Amber became brilliant at doing affiliate marketing. Well, what the bulk of why this works so well for Alex? Yes. He executed like crazy on his actual like marathon of things.

10:53 Crazy to say that's actually not the hard part because once you have your syntax and your structure and the pieces are there, like you're just talking to a camera doing a thing. The hardest part was all of the things that have happened for probably the last 90 days to somewhere around six months of all the relationships and all the affiliates and all the pieces he stacked way before. Because if you didn't have the eyeballs on there, to your point, he recognized that that's the currency, right? That's where all the heavy lift was done. And I think if I remember correctly, too, he dropped well over a million bucks just on ads alone outside of the affiliate. Yeah. Right. So he, he was creating a fricking tsunami of, of energy going into this bad boy.

11:35 And then he had, you know, Tony talked about this all the time, but change your offer, change your life. So here he came in with an incredible offering when he had all the eyeballs looking at the thing and he had multiple bites at the apple. 10 hours is, is no joke. Yeah. No, that's serious. That is a major commitment. And I was curious. So just as we were talking here, I went in to double check. He actually spent over $4 million in ads alone just for this launch. Just for this launch.

12:16 But here's the thing. At the end of the day, Um, I mean, I don't know. None of us can say what the exact numbers are other than Alex and his team. But the number that's floating around out there is $81 million in revenue in a single day. So why, why does, why does Alex do something like spend? You might think that's ludicrous. $4 million in ads. Yeah. Well, would you spend $4 million on ads if you got a 20x return? On your investment? And it's interesting, too, because I know, and this is where it gets crazy, man, because if you look in the marketplace, you know, we talk so much about profit.

13:02 Yep. I would actually be very intrigued to unpack the profit margin. So obviously for his own ads, he's dropping some big coin. So it'd be interesting to see what, how many leads or how many sales he actually got off of the ad driven clients that came onto that versus I know a huge chunk of his, his people coming on that training was affiliate. Oh, well, yes. Yes. What a lot of people don't realize is, and maybe they do, but most people in the affiliate game to play that game, you're a minimum at 20%. Most are somewhere between 30% and 40% that they're paying out. So those affiliates that drove all those people there, they're the ones who are the most stoked on that $80 million on the front end because they're getting huge pieces of that pie.

13:49 And I'm sure Alex obviously is a super smart dude. He's definitely going to be making money on this bad boy. There's no question. But the big money for him is actually not that 81 million. Like that's the impressive piece. That's nice vanity metrics. Most of that's probably actually going back out. His big money is going to be all those secondary, his database growing, all the people that are going to be signing up for his secondary offers and his tertiary offers and all that jazz. Yep. Yeah, that's that's exactly right. And that's the thing is that he's smart enough to understand what kind of margins he needs to make that work so that the, you know, the stuff on the back end does what it needs to do. Yeah.

14:31 Yeah, I totally agree. I know, you know, we've seen a lot of these different pieces and you've got a couple of really good examples of, you know, when we talk about, you know, a really good free presentation into something more. This is not, again, this is not the first time this has been done. It's been done a lot and pretty successfully. But you had a couple of really good firsthand examples that we were chatting about before we started today. And I'd love for you to share those. Yeah, it's interesting because I got to witness quite a few, also got to manage divisions that were entirely built around it. I got to see companies that were quite honestly built around it.

15:13 One of the very first that I got to work in was a gentleman named Brian Buffini. So for, if you guys are in the real estate space, you guys are going to know who Brian is. Um, if you're not, you might be like, Oh, who's this? Who's this Italian guy? He's actually not Italian. He's Irish. Um, but his heritage is Italian, which is another more confusing thing. So he's an Italian guy with an Irish accent, but his entire business originally hinged off of what he called half days. And so him and his brothers would drive all over the country and they would literally go put together these free half day events locally and give away their whole model and their whole framework. And then what they would sell on the back of it was their two day paid for event.

15:57 And they would usually do this in a 90 day cycle. So 90 days before the event, they'd go travel all over that region, giving away these free half days. Okay. And they literally built their entire organization off of these free half days. They did not have paid advertising. They did not put money there. They had to pay. no ads, they had nothing going in the papers. It was literally boots on the ground, networking with local brokerages, giving away this free way to generate referrals. So all the brokers loved it because they didn't have to spend money on ads. So they wanted all their agents going to this thing. So they were pumping all their people to it. It's the same thing as an affiliate model, right? They go to this half day. Brian would sell a $500 event that was happening within a 90 day window.

16:37 He'd usually sell somewhere between 20 to 50% of the people there. So it was a great usage of his time and he was building his database, but that wasn't where he made his money. See the, see the pattern going here where he made the money is they come to the two day event and then he has his higher ticket coaching offers on the back end of that two day event. That's where he made the money. And so for about eight years, that was how he built Buffenian Company, which became the largest coaching company on earth at that point in time. Okay, so we had over 350 coaches on staff. It was all built on him traveling around the freaking country doing these free half days. And that's how it built it.

17:17 Now, fast forward in time, once he hit a certain apex in that business, he stopped doing the half days because he had, I think, six or seven kids, something crazy. And he didn't want to be traveling all the time. Now, he didn't have to pay for any ads because he had a big enough database where, guess what? The rest of his business ran purely off of referrals because it was that big of a machine. Okay. So same exact model going out, doing free half days. Now, again, back then they didn't have Zoom and they didn't have the technology that we have, but he had a value stacked. Yeah. An incredible offer. He hit on all the pain points and he got to perfect. that offering, but it was all through to your point.

17:58 It was, it was value-based go in, offer massive value, give them something that they're not getting a different voice, a different approach than what anyone else is doing. And then you've got a, an irresistible offer that's on the back. Yep. Yep. It's remarkable. I love that story. And I think that it's such a testament that there are certain things that we figured out that work. So let's just, you know, let's identify a couple of clear components. The offer was really fucking good. It was really good. Yep. And through a lot of trial and error, Alex has gotten really, really good at presenting offers.

18:41 These two things are different, by the way. You can have a great offer. If you can't present it very well, or if you don't really understand how to take people on a bit of a journey to get there, you're never going to be as successful as you could possibly be if you were able to artfully present the album. He's gotten really, really good at that. People like Brian Buffini have gotten, you know, were really, really good at that. A lot of other people that have sold on stage, Russell Brunson is artful. Yep. at doing that. Great offer, great, you know, lead up to the offer. But those are two things that man, I mean, if you can master those things, creating things that people actually want.

19:26 And here's another thing. Think about this for a minute. He got, I think it's reported somewhere in the neighborhood of like, I think it was like six, I don't know, like 6,000, or excuse me, 10,000 or so people at the $6,000 price point. So here's what that tells you. He created something that people actually wanted. And or... They have followed him enough to know that what they were about to buy was the entry point to something bigger that they couldn't get their hands on unless they bought the first thing.

20:08 So that's – That's brilliant. And it's really important because I think a lot of times when we're putting together programs and offerings and things like that, it's too easy for us to think kind of inwardly and go, ooh, this would be cool. Um, instead of really doing the work to figure out what people actually want. Um, and clearly he was able to knock that out of the park and people have been doing that successfully for a really long time. Um, but I love the, I love the, the Buffini example, especially, you know, doing it in person and then building an entire business off of it.

20:48 Well, the other one that's probably more closer to what Alex just did, I mentioned Amber Spears a moment ago with John Asaroff. He did this whole thing called a brain-a-thon. And basically what it was, similar to Alex, he would do the marketing, he'd get all the affiliates, he'd get everybody hyping this one-day event up. And it was always on a Saturday for him, right? So it was a full-day Saturday. For him, I think it was nine hours. And he would interview all these other big names. So he would use the big names to get more pull, to get people to come to that specific event. Now, the crazy part was, yes, the model worked.

21:29 Yes, they would sell a crap ton of the product on the front end. But the thing that was really fascinating that I saw what they did that I have not seen anybody else really do is he took that same exact brain-a-thon and he would run it as an evergreen after. And it wasn't that it was you click on it and you were straight into it. It was he would run ads for the whole week into another Saturday replay. Yeah. of that brain-a-thon. And he would do that for six months until he would do another live version of it with new headliners, new speakers. So he got multiple bites at the apple. So he got the front end of the first live launch. And then he got to repurpose that thing and make it an evergreen marketing strategy that kept given until he could put the next one on.

22:13 And literally, so back then, I mean, he was doing around 18 to 20 million a year purely off of that brain-a-thon strategy. And his stuff was low ticket. His stuff was like a $300 product. It's a lot of volume, a lot of volume, a lot of moving pieces. And oh man, it was a headache, but it worked, but it was a headache. You know, I think it kind of brings back, you know, one of the things that I love about everything that just transpired is that if you don't know a lot about where Alex came from and what led till now...

23:01 you could easily look at this in a vacuum and just think, Oh my God, you know, this just happened. No, I didn't. One of the things that I really applaud Alex for it and that I admire most about him is he, he plays chess while most people are playing checkers. This was 100% or he didn't just orchestrate this like a couple months ago. you know, think about the way that his stuff has evolved, you know, and I want to I want to kind of lay this out. We'll you know, for in the interest of time, we'll look at the 30,000 foot view of this instead of getting granular.

23:43 But, you know, all the time we have people complaining about I want this right now. I want you know. I want to jump on just the other day. How come I jump on social, you know, I jump on Facebook and I get four likes on my post and somebody else is getting like – I posted for a week and I didn't get any leads. Somebody else is getting 4,000 and I'm not and I'm pissed off about it. So let's think about this for a minute. Alex, when he kind of entered this part of the game and actually being very visible on social media and stuff like that, right? He started by, you know, by doing some YouTube videos and then he, you know, kind of started his podcast.

24:25 And then he like went pro with his YouTube videos and got serious about the content that he was delivering. And he used to say things like, I don't have anything to sell you. I'm just here, you know, because I... I want to help business owners and entrepreneurs. I want to help you avoid the mistakes that I made. And he'd just give a lot of really good content. And I consume his content. I think I found lots of his stuff to be incredibly insightful. And I certainly would have paid for plenty of it. But it wasn't until... Finally, remember when he did the $100 million leads launch...

25:09 He gets the end of it, which was also brilliant. He gets the end of that one, and he gives this enormous offer stack. And he said, you know, I could charge this much for it, you know, and that would be perfectly justified because of XYZ, but I'm not going to. And I could charge that for it, and it would be perfectly justified because of ABC, but I'm not going to. And all down the line to the point where he goes, so the price or the investment, whatever the hell he said, zero. Yeah. Right. And everybody just freaked out. And, you know, there was like a small investment that you could that you could make to like buy some extra books or something like that. That was by.

25:51 You get a hat. That was the whole thing. You get a hat. Yeah. If now for those of you that want to reciprocate, buy a hat. Well, he gave you books and you got the hat. Listen, it's Dan Kennedy. This is Dan Kennedy shit, man. He calls it the MIFK. It's the football phone. You did not buy Sports Illustrated. You bought the fucking football phone. So he does that and then... You know, there's plenty of time that goes by between that book and this one. And now he has – think about this. This has all happened when he launched $100 million leads.

26:32 That was, I think, about three years ago, I think, if my timeline is correct. It's already far back. Maybe four. I think you're right. Yeah. Maybe two or three. Yeah. Yeah. So but think about this. He literally wound up to the point where it was total value asking for nothing. I only work with with companies that do this. You can't even work with me if you want to, you know, hey, I'm going to do this big. I'm going to do this big launch and you can buy a couple of books and, you know, really, you're buying a hat and I'll throw in a couple of books for you and you can give them to somebody. Great. Then came his deal where after selling absolutely nothing, you started to see ads popping up on Facebook that were like, hey, we're going to do these workshops at our headquarters.

27:22 You know, see if you want to come out. And then they started selling these, you know, the workshops. But there still wasn't a whole lot to buy after that. And then came the $81 million launch. And I think it's really important to recognize how artfully this was executed, not just because of what happened in the last couple months or, you know, the couple days that he did the event and the replay, but more so what led up to it. That's something that a lot of us can learn a lot from is the patience and the diligence and the trust of, You took the word out of my mouth.

28:07 But I think that's the most important currency these days is trust. And you and I come from a background where we know many people that have been in that space where it's like, we'll show you how to generate a lead. And within 24 hours, they're going to give you $10,000 out of their wallet. Why do those models struggle today? Can they still work? Yeah. Most people are struggling with that kind of an offer, mainly because the word you just brought up, which is trust. And Alex has done an incredible job of just adding value, adding value, adding value. What's on the other side of the adding value? And this is just a word that I think so many people have not gotten their head wrapped around, which is reciprocity. Hmm.

28:49 Right. And there's we cannot discount the value of relationships. Well, when Alex went to do this launch, where did he go first? He went to his relationships. He went to his affiliate partners. Yeah. The people he's got connection with. He knows what their love language is, which is making money. Great. You want to promote this next thing? You guys might not be as good of a salesperson as I am, but I'll hit a home run. So all you got to do is get them to the party for free where I gave away tons of free stuff last time. So everybody now is anchored in. I'm going to go, I'm going to a party and I'm getting, it's white elephant and I don't even have to bring anything. Right. And their relationship and connection is what brought people to the party. And now he's already got the street creds because of how we already played it.

29:32 And he's been diligent and patient. This is not an 81 million dollar day. This is three years of building to this moment. That's right. It's interesting, dude, because with Tony, there was a program that I actually created and launched for Tony called Business Results Training. And we had originally, they wanted, they're like, hey, what can we sell this month? Can we create a program? And I'm like, I need at least six months to create what you guys are requesting to do it right. Could we sell it and be scrambling and put the brand at risk if we take it to market? Yeah, we could have made money on the front. But yeah. It would have been a big, to your point, the headache like John had, it would have been a very big headache and it would have derailed the company because of all that was involved.

30:21 And so they actually gave me the six months to build the damn thing, which I wasn't shocked, by the way, but we had six months to build it. And in my head, and I can somewhat relate to what Alex, I'm sure what he's feeling with dropping 4 million on ads, with getting all these affiliate partners there. Like, you know he had to go into that day going, I have to hit a home run. Like, he had to. Sure. Same thing was true with Tony. We had this momentum of building this whole thing up. I knew we had the event that we were gonna offer it. We did the whole stack and build and we ran this whole thing. And I was on the riser in the back of the room.

31:01 And when we, he made the offer do like 80% of the room turned around and went to the back to buy our offering. And I started crying because for them, everybody's like, oh, we just started talking about this an hour ago. I was the only one. I'm like, I've been building this six months of not making a penny on the damn thing and betting the house on we're going to make it work. And to have that flood. And we did 2.6 million in that one hit. Yeah. Which it doesn't even knock at the door of 81. But there's this, this whole piece of stacking and being patient and doing the right things and building it the right way and putting together the right pieces and putting together the right offer, putting together the right stack, getting the people in the room, and then having that moment where it starts to pop.

31:50 Yep. Well, you, I'll tell you what you just said. I mean, really what that boils down to is something that most people don't have that actually allowed Alex to do what he just did, which are systems. It's the systems that you build over the period of time that creates something like that, right? That's how you can scale up to an offer and, you know, revenue generation like we just saw. Yeah. Yeah. I think it's... So one of the other things that I'll just mention that I really liked about this is that, again, if you've read $100 million leads or $100 million offers, both of those books are rooted in foundation.

32:37 I mean, I have studied sales and marketing for a really long time. Yeah. I don't know that there was a single thing that Alex said in either of those books that I had never heard before. It was foundational. But here's what's really clear. In both of those books, he outlines systems and structures. And they're all made of simple pieces. And when you create strong systems and structures out of simple pieces, you become nimble, you become scalable, and you become practically bulletproof. And that's one of the things that I think is most important to talk about at this point is like...

33:21 Look, we talk a lot about when is the right time, you know, to be doing certain things in your business. Because what we find probably more often than not is people are out of sequence. And I think right now, as we kind of wind down here, it's a great time for us to just talk about, you know, what does that even mean, being out of sequence? And why do we want to use something like what just happened as a really good platform to talk more about that specifically? Because I think a lot of people will look at what Alex did and just go, oh, well, then I ought to go do that.

34:03 Talk about that for a second, just in terms of like in sequence, out of sequence and what we mean when we say that. Yeah. So, you know, I'm going to go on the assumption that anyone listening is baked a cake at some point in time or cookies. Let's go with the cake. We're just going to assume everybody's baked a cake at some point in time. You may have all the right ingredients. But if you change up the sequence of when you use those ingredients, so let's say you switch the flour and the frosting, you do everything else exactly the same. But if you switch the flour and the frosting in terms of when you're baking that cake, you're going to get a very, very different outcome. And so for a lot of people, a couple of things could happen. One is somebody might see what Alex just did and go, I'm going to go do exactly what he just did.

34:46 And I'm going to mimic his syntax. And I'm going to go throw $4 million at ads. And I'm going to go get an $81 million return. Right. Well, but if you didn't have all of those relationships that he had bringing all those affiliates to the party and you didn't have the credibility that they were all giving and he didn't they hadn't done the previous launch the way that he did to establish all that, you're going to be out of sequence. And again, you might melt four million dollars in ads and go upside down. And I shouldn't even say you might very strong chance you will. Right. So there's this this process you need to go through. So when you're in if your business is in startup mode, you'll notice Alex didn't do this back when he started.

35:27 No, he's doing it now because he's now reached a different level of mastery in his business and he has the ability to hedge. And by the way, he didn't go start with $4 million in ads. He started with all the affiliates to see all the volume of people coming in. And he goes, okay, now I know how much I can spend because he knows he can offset his losses on those ads because he's already got enough human beings signed up on the front. He's got all that stuff there. And the same thing is true with your marketing. Same thing is true with your sales. Same thing is true with how you deliver your program. There's different tiers of startup, stability, success, and mastery. Those are, that's our path to mastery there. There's different decisions you got to make at different stages in the game in your business. And if you do it out of order, you're going to have a funky cake.

36:09 Yep. It's essentially the... I think I would equate it to this. And not that everybody's at the beginning. But we see this a whole lot at people that are at the beginning. They're at the beginning and they want to go so fast. And they immediately want to get to the expert stuff. Yeah. It would be the equivalent of being like, well, I just today jumped off a diving board into a pool for the very first time ever in my life. And I got back on it and I jumped off the diving board again. And now I'm so excited about it. I'm going to jump up on the diving board and I'm going to do a forward one and a half somersault with a half twist off the springboard and land it with absolutely no splash.

37:01 Belly clap. Right? It would be absurd to think that you're going to go do that. Yet we do. We oftentimes get lulled into the idea that, you know, when we're at the very beginning – We can just leapfrog to the more complicated tactic. And I don't want to talk anymore about this because really, this is probably one of the biggest challenges. This may be the thing that gets people out of the game in business. I don't know. I don't know if it's the thing, but it certainly is one of the top things that ends up. businesses uh uh you know faster than just about anything else not to mention the headache and heartache and the money spent at the wasted time the wasted money the wasted effort that uh you know this being out of sequence creates we want i i want to do an can we just do another episode yes please on on that specifically honestly i would love for us to unpack the whole shoot match of around path to mastery i think it'd be a great episode Yeah.

38:05 All right. So that's what we're going to do. We're going to take all of this and the lessons that we just learned and taught in this episode. And we're going to parlay that into the next one where we kind of get down to what are the different stages of mastery? How do you make sure that you're on track and in sequence? And what happens if you're at a sequence? you know, all the different things. Because when you're in sequence in any level of business, you will go farther faster. And number one, it's absolutely necessary if you want to stay in the game. But number two, it's absolutely necessary if you actually want to attain that level of mastery that most people that start are actually seeking.

38:47 So if you're game for that, I'm down for it, buddy. Thank you for listening to this episode of the Coaching Equation Podcast. Until next time, take care. Take care, everybody. Thank you for listening to this episode of The Coaching Equation. Please hit subscribe wherever you listen to your podcasts. And if you got value out of this episode, we would be so grateful if you would share it out with a friend and leave us a review on iTunes or your favorite platform. To learn more about Empire Partners or to inquire about working with Ryan and Brooke, please visit www.empirepartners.io forward slash go.

39:28 Thank you.