The Hard Truth About Men
Some hard truth for the men.
Driven men are hardwired to pursue money in their 20s and 30s. It's how society has programmed us to earn status and prove ourselves. We sacrifice our health. We sacrifice our relationships. We sacrifice our time.
The wiser successful men around age 40 begin to see the bigger picture. With our experience and skills, we realize we didn't have to do it like we did. We were stuck in the loop of trading our units of hours for their units of dollars. Need more money? Work more hours. Need more money? Work overtime. Need more money? Pick up a 2nd job. We don't value our time when we think we have unlimited time.
You can be filthy rich, have all the fancy cars, the big home and all the material things you desire. But, if I look at you and your physical fitness is severely lacking, your relationships with friends and family have a history of being weak, your integrity and character are questionable, you aren't contributing to the betterment of society... then you've failed up to this point.
A few of you will read this and feel defensive about something. I challenge you to look into an actual mirror and be honest with what you see.
"But Tony, it isn't right to judge others!"
I believe we are all judged. Every single day, by every single person. It's playing make-believe to think otherwise. It's a false, idealistic belief to think we are not judged. YOU even judge others. That's normal. It's human behavior. This is the hard truth that most are uncomfortable with. It's easier to pretend we aren't judged, so we can continue with our destructive behaviors, actions, and words.
The good news is that you can fix this. Most won't. Few will. Become the right man that embraces being judged, because you are being judged as a winner in all areas of life.
-Tony
Most Don't Know This About Speaking Events
You probably don't know this about speaking events😮
Before I became a speaker, I wasn't aware of the different types of business models that events use, to create profit.
I also wasn't aware of how many different ways a speaker can earn income from events. I also didn't understand the different ways that speakers end up on a stage.
Most people assume the traditional business model. Sell a bunch of tickets, exceeding the cost of the venue rental and support, and pay the speaker fees. Mix in a few corporate sponsors, and profit is made. Usually no pitching or selling from stage. This is the "paid speaker" path, which I prefer.
Next up, there is the pitch-fest type events. This is when an event host invites speakers who have a high-dollar offer to sell on stage, and they agree to share a percentage of the sales with the host. Sometimes the speakers are there for free because of the potential sales, sometimes they even pay to get on that stage to pitch. This is the "pay to play speaker" path.
Now for the one you may not know about; The false influence events. These are events where the host pays a few recognizable names to speak, and then inserts relatively unknown speakers in between the main names. These unknown speakers pay $2K-30K each to get on that stage. That money pays for the celebrity speakers, and covers the cost of the event. The lure is hopeful recognition, having the ability to say you "shared a stage with (star)". It's clever marketing.
Then you have the recruitment events. These are often disguised as large events with hundreds of attendees, with dozens of speakers that you've never heard of. In most cases, those speakers are members of a group, and the event is hosted by the group leader. They created the event to give members stage time, but they also pitch membership and usually do the "buy a ticket and bring a friend free" offer. That free guest is hopefully the next recruited.
There are a several variations of these events. I hope this post raises your awareness, and saves you some time and money. As a hopeful speaker, you'll also understand the game better.
-Tony
Style vs. Execution
An observation of similarity between entrepreneurship and skating.
Whether we're talking business or carving bowls, there are two important things to consider; Style vs Execution.
I've been skateboarding almost two years now, and I continue to improve. Along the way, I started noticing the shift in levels.
At first, I was solely focused on execution. I didn't have the capacity or awareness to even think about style, because I was so focused on not falling down and eating concrete.
I'd study the lines and paths of better skaters, seeing where I could improve. I'd look for where I was losing speed and momentum. I'd worry too much about where my feet were placed on the deck.
All of it was focused on being able to make a few laps around the bowl, without falling down. I fell down a lot! Hundreds of times by now. It always hurts.
As I improved, I began feeling more of a flow state. Even though I was traveling much much faster, time seemed to slow down and I could anticipate and plan my lines, while reacting in real time with the surface of the bowl.
With enough practice and reps, I don't even think about minor distractions any longer. The execution is there, so now I can work on style. Making the run look smoother, higher, and more stylish.
In business, far too many get this backwards. They focus too much on style and looking good, rather than focusing on execution and achieving actual, earned results.
You can't fake it till you make it on a skateboard. Style won't fool anyone once you drop-in and they see how you execute.
You also won't fool anyone in business, except maybe actual fools. Those who've earned actual results can always see the fakes and those who pretend.
In business, focus on execution first. Focus on the core fundamentals, while also learning new things. Fail a LOT. Earn the scars that provide priceless lessons. Become proven at operations and delivering for your customers.
Then worry about style.
How to Decide Which Business to Start
My thoughts on business types.🤔
When people ask me for advice on which business type they should start, they usually expect a specific response. Maybe even a list of business ideas that are "hot" or worth considering.
The reality is that there isn't a perfect answer for everyone, because everyone has different interests, skills, needs, and goals in life.
Only you can determine which business model works for YOU.
Here's my own thought process on evaluating businesses for myself. It's based on decades of discoveries, mistakes, and wasted money and years of time.
I start with the end in mind.
1. What do I want my lifestyle to look like?
2. How much time freedom will I be able to realistically create from this business idea? Does it require set business hours and 40+ hour weeks?
3. How much location freedom will it allow; Will I be able to work anywhere in the world, or will I have to show up to an address each day?
4. Does this business idea have the potential to scale to arrive at my own financial goals? How much do I need to profit in order to live my desired lifestyle?
5. Does this business model carry enough profit margin to sustain economic cycles going up and down? Is it something that potentially thousands of customers need, and will always need?
6. Most importantly: Will I be happy and fulfilled doing what I do? Is this something I'm actually passionate about, and have a lot of energy to pursue? Is there purpose behind my performance?
Most business owners start something without truly asking themselves these questions. The majority of them I've spoken with, pursued something primarily to earn enough money to avoid having a W2 job for themselves.
Too many start businesses that will never be able to scale in order to reach their financial goals, or their time freedom goals. They are self-employed but run a company that has no value if they ever wanted to sell it.
Others start businesses within industries that have a razor thin profit margins, working insane hours weekly just to keep their head above water. They can't ever seem to get ahead. Business feels like a trap.
Some start businesses around their hobbies, only to discover the financial limits and time restrictions a couple years into the business. They didn't think far enough ahead...
There are endless ways to make money. There are only a few that do so, while also creating enterprise value and keeping your sanity, and potentially your time freedom.
If the business idea passes the sniff test on those initial questions, I'll then assess the idea with these further questions:
7. Is this business idea within a growing industry, or at least a long-term stable industry that won't easily be replaced by technology or shut down due to risky govt regulations or changes to laws?
8. Is there potential to operate with a prepaid, positive cash flow business model? Bonus if there is monthly or annual recurring revenue (MRR or ARR).
9. Does the potential exist to scale profit at a higher percentage than increasing overhead costs? Meaning, does it scale profit faster relative to adding employees? Few employees, higher output.
There are other questions to consider, but these are where I start when it comes to assessing ideas. If it doesn't make it past the first group of questions, I'm not interested. If it makes it past the second group, I'm increasingly interested.
Tony
The Common Mistake Of New Entrepreneurs
This is one of the biggest mistakes new entrepreneurs make.😮
If you're building a business, profit is what matters most. Don't fall for the guru speaking about "7-figures" in sales revenue. I've known plenty of 7-8 figure business owners that lose money each year.
7-figures, 8-figures, etc... don't mean anything if a business is barely staying in business, or bleeding cash each month.
So how do you maximize your potential to achieve more profit?
Sell expensive things.
As a business owner or hopeful entrepreneur, you've already accepted the fact that you'll have to sell something. That's business.
I see waaay too many of you wasting way too much time promoting and selling tiddlywink little knick-knack products and services that only earn a few bucks per sale.
You won't achieve financial success by focusing on selling low-buck things, unless you've mastered the tactics of generating high volume sales. That means you'll need to spend tens of thousands (maybe hundreds of thousands) per MONTH in advertising in order to generate the typical 10-15% net profit.
The only other alternative here is to have built a huge personal brand with a huge audience of willing buyers. That's great if you've achieved this, but it's not the norm. It's probably not you.
Selling is selling. It's literally the same skillset if you're good at it. It's definitely a skill you SHOULD invest in, and become great at.
It takes the same amount of effort to sell an expensive item or service, as it does to convince some cheap bastard to buy your cheap product or service.
Here's an example I figured out 20 years ago, with one of my own businesses; selling custom wheels for cars.
Back in 2003, I thought it was a good idea to carry a range of wheels, from entry level (then about $999/set) and top-level forged wheels (then about $3000/set). More products the better, right?
Wrong.
Within a year I learned I was wasting much more time on the phone and in emails with the cheap buyers. They were obviously price-shopping, and didn't care as much about service or my knowledge. They'd get info from me, and go buy elsewhere based on price.
Those $999 wheels only created about $150 in profit per sale (15%).
The expensive wheels created $750 in profit per sale (25%).
I would have to sell five sets of the cheap wheels in order to equal the profit of only one set of expensive wheels. Same amount of sales effort for both, actually more effort with the cheap buyers.
I stopped selling the cheap wheels. My business grew faster. I focused on serving only the highest quality brands and my marketing focused on service and expertise. Things high value customers respect.
If you want the potential to earn more profit, look at selling the most expensive things you can. Become an expert in those subjects. Quit competing in the bottom market, with all the others who are too lazy to specialize in a higher product level market.
To those of you with already established businesses, you are likely earning 80% of your profit from only 20% of your best products or services... while wasting time on the other 80% of your products that barely move the needle. Don't be afraid of dropping products off, especially low-performing (non profitable) ones.
-Tony
How To Know If You're In a Business Cult
How to know if you're in a business cult 😮
1. The leader is charismatic and attracts attention. Usually has a level of intrigue or mystery about themselves. Can be unpredictable at times. They'll sometimes label themselves as prophets or that they have almost God-like characteristics or skills.
2. The leader knows how to grow an audience of followers. They understand that it's easier to get people to join when they are in a financial struggle or they feel lonely.
3. There is a defined business model that generates huge profits for the leader, and some of the Lieutenants that report directly to him or her. There are usually defined levels within the membership, starting from a low-priced base, a midrange level, and a top level. Each of these levels seems more prestigious than the level below it, and serve to make members aspire to level up (thus, spend more)
4. The psychology of "Us vs Them" is deployed heavily within the organization. The leader teaches the members to distrust anyone outside of the group. The leader makes the members feel they are part of an elite private club, and that they are better than other people outside of the club. Think about how odd this is, especially if you understand most in the group are struggling or lonely, not actually "elite".
5. The leader introduces "insider speak" within the community. These are trite little phrases or sayings that are often repeated by the leader, and show up in the external words and writings of the members. This insider speak is a way of signaling to other group members that you're in the club. It's the "IYKYK" handshake.
6. Members are manipulated to remain in the club through gained notoriety and acknowledgment within the club. They are led to believe they are better members if they contribute more money and time to the group. They are made to believe they are part of something much bigger than themselves, and that it's unsafe to leave the group. People fear the potential backlash of leaving, so they remain.
7. The leader accepts no criticism, and dissent is punished publicly. Naysayers or skeptics are removed immediately, by shunning or banning them. Those who remain in the group are encouraged to no longer associate or support former members. On social media, they'll block or unfriend you. A former member's stellar reputation may experience a smear campaign, especially if they are a whistle-blower.
8. Each cult has regular gatherings and ceremonies. These are opportunities to publicly praise the best members, encourage more donations or leveling-up ranks by investing more, and to allow the members to visually see they aren't alone. Expect "insider speak" in most member conversations, especially from the leader on stage.
9. The leader eventually earns enough to invest in real estate, a formal gathering place or compound. A place where they can teach others to enroll more members, have private gatherings, and indoctrinate their beliefs into members and staff.
There are other tactics being used, but these are the main ones to identify. If you've found value in this article, share it with others.
-Tony
Unspoken Truth About Building Personal Brands
Building a recognized personal brand takes years, but so many expect results in only months.
Just because others make it look easy, or the fact that you could likely produce similar quality content, doesn't mean you get to skip the time factor.
Your first goal should be to become someone of value worth listening to. Demonstrate your expertise and proven results in something. Answer the question of "Why?" an audience should pay attention.
There are too many that just want to claim they are the best, but have nothing to show for it. The real experts create proven results first, then speak about them long afterwards.
Just understand that you are playing the lifetime game, and be committed to creating content, while at the same time being patient with getting results.
Years, not months!
You can certainly shorten the time for gaining your tactical education, by hiring a coach or an agency. Knowledge related to messaging, positioning, copywriting, content creation, formats and editing. Social media skills, etc...
But, having the knowledge of tactics doesn't mean you'll get to skip the years of putting yourself out there, doing the work. Plenty of people know *what* to do, but aren't doing it. Most give up too soon.
Years, not months!
Everyone starts with zero audience, and zero followers. Don't be hard on yourself if you're just beginning.
It's better to become the right person with the right message, instead of the right message coming from the wrong person.
Years, not months.
-Tony
The Importance of Emotion in Messaging
If you are a coach or consultant and you're struggling to get clients, maybe it's just your message.
First of all, there is the question of integrity and authenticity.
There are people selling the promise of earning a lot of money, who don't seem to have a lot of money.
There are people selling the promise of building your influence or fame, who haven't demonstrated it, themselves. They don't even have a Google knowledge panel for their own name.
There are people selling the hope of a happy and enlightened life, who seem to be drama magnets and basket cases.
There are relationship and dating experts who are divorced a couple times, and are single. But they keep giving advice on it.
If you've made it past the authenticity checks, then there is something more important about your message that you may not understand.
It is the emotion that you are known for providing to your audience.
It's not about what you do, it's about what emotion they feel when they interact with you.
While the amateurs waste a lot of time pitching their products and services, the experts are keyed into the overall emotion that their content is known for.
What ONE emotion do you consistently provide to your audience? Do you know it? Let's hear it.
-Tony
Don't Listen to Comparisons
Don't listen to them. Your business doesn't have to be stressful. You don't have to work insane hours and sacrifice what truly matters to you.
Sometimes you'll see other business owners stand on their digital soapbox and try to talk down to you. They'll say things like:
"You aren't working as hard as me."
"You aren't sacrificing as much as me."
"Your business model isn't as great as mine."
"I'm better at business because I have more employees than you."
"My business is legit because I have a physical location."
"I'm better than you because I do 7-figures, 8-figures, All-the-figures."
In business, all of these lines are bullshit. They are usually sourced from their uncontrolled ego and insecurities.
I know this, because I've used a few of them in the past, when I was seeking external validation and approval. I grew up without money or social status, so I felt I had something to prove.
Back then I also mistakenly linked someone's social status and self-worth with their net worth. If they are more successful, surely they rank higher on the imaginary human status scale, right?
Some of you are thinking "I'd never do that, I'm not like that. I treat everyone as equals." But your subconscious still plays these stacking games, it's how we were taught. It's what we believe.
Need proof? When you meet someone new, there are often general questions asked.
"What's your name?"
"Where are you from?"
"What do you do?"
Although these questions seem harmless (and boring), that last question is our passive attempt to categorize someone based on status. If someone responds they are a brain surgeon, you automatically elevate them in your mind. If they respond with a lower income career, you rank them lower in your status stack-up.
Well, these entrepreneurs that hit social media with their comparison phrases are doing the exact same thing. They are making an attempt to climb to a higher (to themselves) status by downplaying those who they think do less, struggle less, and sacrifice less.
In business, we each have our own desires. No answer is correct, or better than others. Some are fulfilled earning less than six figures, where others believe they require millions.
Struggle is a choice. Sacrifice is a choice. Spending time away from your family is a choice. Feeling stressed and anxious is a choice. Wanting more employees is a choice. Not having time or location freedom is a choice.
I've built online businesses. I've built physical location businesses. I've built teams and staff businesses. I've done retail. I've done services. Each model has its pros and cons. I don't consider any of them "better" than the other. That's because "better" changes, based on what you want your life to be, in this period of your life.
Nowadays I define my idea of a successful business based on a combination of things I value. I value time the most. Minimal time, maximum net profit. Minimal stress, maximum fulfillment.
I don't care about other entrepreneurs with revenue humblebrags, because it doesn't always portray their net profit, time sacrifices, family sacrifices, mental and physical health sacrifices... and more importantly; Their sacrifice of fulfilment and happiness in life.
You don't need to justify your business choice to anyone. You simply need to decide what matters most to you, and build it for yourself.
-Tony
Before I Became a Business Coach
Before I became a business coach:
Corporate Experience
- I put myself through engineering school while working full-time construction jobs.
- Led multi-national teams of up to 75 people.
- Managed up to $200M joint ventures and global projects, with $1M operational daily burn rates.
- Joined a startup and led the technical bidding strategy which resulted in $1 Billion in awarded contracts in the first year.
- Utilized legal contracts expertise to successfully reject 96% of unsolicited change orders, protecting my client from $4.8M in one year.
- I’ve received over $1M in corporate training in leadership, operational development, contracts, processes, risk management, communications, and Human Resources.
- Worked extended months in UK, France, Italy, Angola, and Rep of Congo.
- Member of three M&A project teams, resulting in a 9-figure and two 8-figure acquisitions.
Personal Experience
- Active entrepreneur since my first LLC in 2001.
- Started 9 companies/ brands, failed at 5, succeeded in 4.
- Built and led two online communities with hundreds of thousands of registered members.
- Built a digital marketing creative agency which consisted of website design, logo design, cart implementations, and marketing creative.
- Built multiple 7-figure companies with zero loans, zero capital raises, zero debt.
- Sold two assets for millions net. LS1tech and PerformanceTrucks
- Nominated to serve on the SEMA marketing advisory team, still active there.
- Helped/ advised 12 of my former staff members and friends build 7, 8, and 9 figure businesses over the last 20 years.
This is why I’m qualified to do what I do. It’s who I am, and always have been.
-Tony