and i'm really obsessed with these types of opportunities because it's easy to get press like you can see the headlines now idiot creates water for dogs i can see it down yeah great headlines formerly respected individual gray yeah just christ himself what water i feel like i could rude where i know i could be what i want to put at all in in like a days off alright we're live sean what do we got what's up greg is here a friend of the house what are the original of the original friends of the house i used you said something on an earlier pod that has always stuck with me you were talking about i think names you had a you had your iphone out and you're on the notes app and you go i just got bang names for for businesses they don't have a business yet with them and you were just bitten off names and one of the formats was anything with the word bueno at the end and i can't tell you how many times i've used this when somebody's asking me about a name and then like yeah we do we do medical imaging scans i'm like scanned bueno and they're like what and they never pick it but goddamn if it doesn't break the ice greg welcome and do you still have that notes that note with all those names i've got all the names i've also got i don't know a hundred and fifty start up ideas in a note file but before i start i gotta get something off my chest i gotta be real the well we got producer ari you stole my producer and we we don't know about this yeah fill me in yes so all of a sudden you guys send me a text then you go what do you think about ari as a producer i see you work with him with her and i go she's amazing she's the best you know there's nothing wrong nothing wrong about her and then all the sizes are i'm getting get text from r or anything like dude thank you so much thank you so much i've just got the craziest job at my first brazilian if i ever recall you for a reference check just know it's mister steal girl coming to come and at you right there i thought she worked on it in the past i thought i thought that was that's that's what i thought too i thought there was an end date it's okay is it it it app is it okay it's all yeah sorry and thank you okay moving on from that one greg you people should know what you do you have late checkout which is bad badass you get him one the best websites of any like i don't know company you make really amazing landing pages so you have late checkout which is combination studio agency how do you describe it holding company building businesses that have audiences and communities part of them and you are kind of becoming this like greg the community guy i feel like that was like a phase of your life is that still the phase we're in are we are we is this something making fetch a thing or is it did it stick did the greg the community guy happen or what what's going on with that i think so man i think so i feel like if other people are calling you that it's it's a thing if you start calling yourself the community guy and you're just you know so yeah it's it's definitely working i feel like that's a mistake i've made many times i trying to call myself the guy even actually today i was thinking about i was thinking about gary v i was thinking about one of my favorite youtubers cody c and i was like why am i not sean pee well well it what is poor doing for me right i gotta drop the rest of the last name i just need to be sean pete and i really wrote a note to myself i said go all in on sean pete and that's stupid no okay we're workshop but it's and you've got a weird enough first name s h a a n i think you're good you're good the only reason why sam is saying that yeah jealous he he that he's well no you know sam he's he wants to be sam he loves he wants to be sam he come on no man i'm happy i i i i've got a two syllable first and last name i'm good i don't need a nickname and you're when it's that short you're good sean bueno dude great late checkout dot studio i hate your web site you're doing this it's such a designer website i can't click anything i gotta like scroll around a map in order to find what you do what's going on man yeah i think yes and there's two ways to create a website one is to be conversion conversion centric right like convert as many people as possible the other way is you're building a brand and this is unlike any other website on the internet i think so we you you'd be surprised how many million dollar deals we've been able to close because people like our website you've done something that i think a lot of people were trying to do but you've done it well so we've let's talk about this kind of personal hold c you because you went the venture path when i met you you were raising money from all the big name vcs you were building a social network like we were we were both playing that like it's not even a lottery ticket game the analogy i gave is somebody handed us a bottle or we picked up a bottle and started running around trying to catch lightning and that was our like stated game plan it was like yes i shall create the next hit social network now on demand which is not how any of them got really built in the first place so you played the vc game you have backed off of it give us your kind of two second philosophy on how your mindset change going from silicon valley venture path to what you do now there was a group of us now in our thirties who watch the social network that movie and we all thought that we could become mark zuckerberg if we're being honest with ourselves i mean i was i would've been happy with a a wink boss too but like yeah i wanted to be suck yes we saw that movie it jazz this up there was a whole generation of us who moved to silicon valley to go and raise a bunch of money to build social ads and you know we tried we tried and the the truth is it's it's you know i remember meeting one of the world's best investors and he he once told me that a third of our deals fail a third of our deals we get our money back and a third of our deals we make 1x x to google times so that got me thinking that what he's basically saying is that the best founders in the world because he's only backing the best founders two thirds of them basically the founders and their teams don't see any money from acquisitions that means a third of companies are basically seeing any profit it's just so difficult to win in that game and yeah so that's why i've been focusing more in profitable cash flowing businesses are you making more money now doing the cash flow thing versus when you sold your company abs yes absolutely do you like your life better yeah and do you do you have a goal like like no cash flow goal you're like okay my goal is to get to ten million in cash flow or whatever like is that how you're thinking about is that the game that you're currently playing no the game i'm playing is i'm playing for style points baby what are the mean is there anything else to say no that explains everything next question is what is let's of style point we were talking about when sam was working at hubspot he was like i'm an artist baby i i agree i think that's what greg's talking about when he talks about style points the other part of style winters is like the lifestyle so in silicon valley this idea of a lifestyle lifestyle business is like a it's a backhand handed compliment so it's it's a way for people in silicon valley to patch you on the head and be like that's cute that's a cute business like good for you good that's yeah know that's well but like to me i'm like that's crazy like the point point of these business to give myself and my team awesome lifestyles like what else are you what are you trying to do if not that i don't know i even understand and so i feel like one of the kind of arbitrage right now is in especially if you're from the tech industry is the whole tech industry is so brain that it's all about creating multi billion dollar companies that a lot of people who would actually be super happy if they created a lifestyle business that gave them two and a half million dollars a year of cash flow won't ever go that path because it's seen as kind of this like lesser lesser thing to do it we all have friends who do that you know i i tease or we we tease them on air andrew wilkinson consent for doing for doing that but you know what it was funny is do you guys see cha from all in he so cha for the listener i i i own him i would assume he's a billionaire if he's not a billionaire many many hundreds of millions very very very wealthy the other day he announced that he was starting a paid newsletter and i think it was a hundred dollars a year and what's funny is there's two things that i found to be true is i've talked to someone who says they don't wanna be public and then they get on twitter or they get on youtube or something and they taste that dope that dope meeting and they go oh this is nice i'm gonna i'm gonna do this again and they love them even though like you know the people who are like oh i can't do i don't wanna i don't be a whole guy they get the public guy and they love it the second thing i've noticed is even people who have big companies that are maybe venture backed companies and there's a very likely outcome where they're wildly wealthy even making fifty thousand a hundred thousand dollars a month that can be addict i wonder what what cha plays with that but he has a he has a paid newsletter now well even worse he's like yeah and we're we're gonna have it be paid and so that's really cool because the revenue from that it makes this whole thing sustainable like we can we can use to hire more researchers and do better research i was like hey why don't you take the point one percent interest on your savings account that you have in with with jpmorgan right now and use that to pay for seven researchers it's fine actually like it it's crazy to me that like you know people say like what's the point of fuck you money if you don't say fuck you like what's the point of being a billionaire if you're gonna do a paid newsletter like we what what happening right now the point is it's addict and so my point being is where a lot of people who like would make fun of lifestyle businesses once i mean i and i was that person i was i wanna go big and then i started tasting like a monthly monthly income that's good i'm like oh this is awesome i i was texting andrew woo and make in fun of him too because he was doing a paid twitter subscriber thing and i was like duh you have a foundation you're ta here signing the giving pledge like what do you care about this like ten k a month you know subscriber revenue that you now have to go tap dance for like perform and give them their value but it hits for him like there's something to it that for for that that's like giving him that value i was i i couldn't believe it to the point where i told him i was like the only explanation for this that makes any sense to me is your using the twitter paid features so that elon is like see this guy's doing it puts you he starts re retweeted you because you're promoting his thing that he's trying to make work and then you end up becoming friends of elon musk i said that's the only reasonable explanation for this when he denied it he didn't not i i actually get andrew doing his his premium ex thing a little bit more because like he's having interaction with his fans but the come off thing around like putting up gated content makes absolutely no sense did you have great did you have any other ideas or niche businesses you wanted to get off your chest let's just rapid it fire alright give us give us one this one's a is a happy idea so it's a crazy one but a happy one it's listen to me now athletic greens for dogs okay okay keep going go on ag one i've let greens came out of nowhere started sponsoring all these podcasts youtubers and i don't know if they're what do think their revenue is sam six hundred million five hundred million i think they kill it but i'll do the homie move and say a hundred million yeah okay more than a hundred million they're they're really really crushing it using that model now dogs are similar to humans in the sense that they drink water they drink tap water and the question is what if dogs drank something that was better from them better for them than plain old water okay mh so here's the playbook you find the andrew lieberman for dogs you sponsor every top dog creator in an animal lever podcast you give packets to to restaurants and and bowls that say this brand or their dogs and then you profit the name we call it the name we call it good water in our slogan we do good dogs deserve good water now we have to figure out what we can put in the water so that it actually is better than water itself but this is a good example of how do you create a category of one how do you build something where you're building something where no one else is playing and i'm really obsessed with these types of opportunities because it's easy to get press like you can see the headlines now idiot creates water bread for dogs i can see it down yeah great headlines formerly respected individual gray guys yeah christ himself with water yeah and sean pee says it's really better than walking i swear is gatorade for dogs the next great thing yeah like this is some stupid shit right we're getting good water boy like bad idea this this sounds like something a mis fits or what's that called what's what's that company called out yeah miss shift i gotta tell you when craig clement came on the pod one time many years ago and he was like guys we're like what ideas you got he's like vr r for dogs and this is a guy who's made like ten hit products so he's not like some one hit wonder he's got ten he's had ten great ideas and on our potty comes on and says vr r for dogs and both of me and you were like we didn't know that well to be like roast him like we just did craig but we were like tell us more but you know we were not in on it but then i swear every time i leave that because he was like look he's like i would pay anything if my dog could be entertained when they're alone like or just you know i just don't want them to be bored and now i swear every time i leave the house and my dogs in there just gonna stare at a wall and i'm like bet your ass i'd strap on some a pair pair of a you know oc for dog goggles if if it actually kept my dog entertained so i think he was right on right in the spirit great i wanna talk to you about some of these ideas because you the first one you talk about ryan holiday who's been on the pod he's my buddy i'm a huge fan of and you seem like you're in a spicy mood really i'm always in a spicy mood i just wanna put that out there for the right the record is say the record the record is said okay yeah looks like with the first idea so ryan all incredible incredible guy like he's built such a huge brand around stoic stoic was basically the dead unless you know you were studying philosophy at colombia these people like seneca aristotle maybe it's see quotes here and there but it was basically dead and what he did is he introduced stoic the great name by the way daily stoic to millions of gen z and millennials so i think that there's an opportunity to do exactly what ryan holiday did but in the fable space so do you remember asap aes asap fable no what is that okay so aes asap it's just one of one of the most well known storyteller of all time of humanity he of humanity he did like the tortoise in the hair or the the wolf sheep clothing so it's basically these little stories that use animals to to tell you know the moral of the story and it's got a lot of great stuff in there just like seneca had a lot of great stuff in there so i think that if you you know got the handle the daily fable and you started telling these incredible stories and quotes from it you can build an audience really quickly through that and similar to how ryan holiday you know you ryan holiday for those who don't know monetize via courses but he also monetize via his book but he also my favorite part of how he monetize is he literally sells it's a coin and he calls it a medallion so he's got this medallion and called meme mori hey i have one okay why did you get one because it gave it me and i thought it was awesome but i i do think it's cool i i carried it around with me for years i i thought it was cool i i forget what is mom it means like you're gonna die or like lit live today or something like that yeah basically means like seize the day right like you're gonna die and if you know you're gonna die and you're and you're facing mortality then it's greek for yolo yeah it's greek for yolo meme mori is grief for so at a and people pay thirty dollars for this and i'm sure that he's making millions of dollars selling coins to his audiences via twitter tiktok and instagram youtube but it's the same model but for fable he told us this on the pod and it blew my mind he came on and he was like yeah i saw this coin it's like you know cost me whatever i don't know what it was but like you let's call it a dollar just be generous assume this coin cost a dollar he partnered with this mint in the us they mint the coin he sends it and he's like yeah you know i've sold shirts before you he i think he worked at american apparel he's like they head of marketing american apparel he's like you know apparel sucks merch sucks shirts t shirts suck because there's so many sizes and colors or whatever he's like there's one sku it's one coin there's no return it in a two pack i saw in a two pack it ships in an envelope because it's the lightest weight thing so like shipping is easy making it as easy selling it is easy because it's a it's a you know it's a single sku product he's like it was the low headache way to have a merch store for stoic and i was like this guy's genius i i remember i don't know if he told us or i was doing some math when i thinking about i'm pretty sure he's made over twenty million dollars just selling this coin i think on the pod he said he's sold tens of thousands of coins yeah then if you do the math it's like whatever i think that you know twenty five twenty dollars a coin or something like that yeah i mean he told us and and it and he's killing it but what did you say here you said it's harder to be seneca than it is saw hill bloom it's harder to be aero aristotle than alex for mo yeah so there's a bunch of tailwind with this business so first of all creating content is way more difficult than creating content dis still content and i want people to to know that because there's a ton of businesses that you can create where you don't need to come up with any original ideas you can just curate amazing ideas that other people have hey you're talking to two of the guys that i did that the the household did that milk grow did that exactly it's way easier to get your own podcast producer that dis steal your podcast producer you know what i'm saying oh also my newsletter the five tweet tuesday it's the the highest rated newsletter have ever made and it's high open rate get the most feedback on it and it's also the easiest thing because i'm just c five of the most interesting tweets versus trying to create my own original blog post every tuesday so yeah so yeah it is easier to be style boom and seneca and it is easier to be alex or mo than aristotle because they could just take other people's concepts and curated so this this daily fable idea has that tailwind with it and it's got a few more tailwind to it one is that another one is that gen z basically doesn't believe in god almost fifty percent of gen z is either una affiliated with any religion or does not believe in god but they seek out it's just human nature to seek out some greater meeting and purpose in life so that's why they're filling their time with daily stoic and could fill time with you know something like the daily fable and this is what i call like the un of religion what is this pink pink thing pink so pink someone work with a partner of mind jordan he you know he's rolling around austin and he sees this pink truck outside a house and outside this pink truck is these men you know with mustache and mu with these pink shirts tucked in you know he's thinking of himself is this a porn shoot look what is the what is going on over here and then he sees this logo paints pink window cleaning and he he finds out that it's a it's a new window cleaning service based at austin and it's actually a franchise business and if you go to their website thinks windows dot com they they basically you know they've got this boring business window washing and they they they jazz it up and they they even have like a merch store where they've apparently sold thousands and thousands of hats oh my god john look i was at dinner the other night and bar shop is wearing this hat and i look at it and i go i think i even said i go what's this just something cool what is this i know you're doing something cool what is this because he's partially for these guys are like he knows the indie bands he knows the cool restaurant to eat at he knows cool shit and and so he's like because i'm like why why else would he be wearing a window washing hat this makes no sense and he's like it's his brand called pink are really cool i'm like they're cool window washing how do you even end like compared to what could tell you one window to washing brand little on the coolest one and he's like yeah i'm like so you bought the hat he's like i bought the hat style points baby and that was the that was the end of that where i went back home and i ordered a pink hat because i was like if it's cool then i will be the follower and and try to do it too so this is a part of a bigger trend which is that i think this is kinda like the dollar shave club vacation of boring businesses so i think a lot of people younger people are gonna be buying some of these businesses you know boomers are retiring you know the story there but i think what they're gonna do is they're gonna make it feel like a an indie band you know you remember the dollar shave club video right it was funny yeah it it it it took something boring razors shaving gillette and made it like super cool and fun and and that's what pink is doing that's actually super smart because that actually kicked off like a huge wave of d brands like sam always jokes what sam what's your joke about d brands how do how do you know d brand you see one well because they like it's always lower it's the same it's the same font it's they always use millennial pink yeah exactly and so you and so it kicked the dollar shave for them kicked off this wave of d brands from casper away luggage and and know like just one after another and you know there's hundreds of them at this point which was basically like take boring category do best in class like kinda of branding around it put put a shit ton of money into until i said or or creative effort into the branding and then sell that kind of commodity product online and what you're saying is people are now gonna do that for these these sweaty start up businesses so instead of doing the boring like if you go look at self storage or you haul like these are some of the worst looking brands you'll ever see and maybe instead of the soft the the lowercase you know block letter font with the soft palate you know the the that that millennial pink maybe it's this like vintage retro indie band look that's gonna become the like the go to thing for window washing trash haul removal you know hvac all the stuff that is that what you're saying because i think that's actually kinda of brilliant yeah i'm gonna call my shot here and say that pink is the beginning of this whole new generation over the next five to ten years you're gonna see pings for x you're gonna see pink for lawn care pest control car wash catering pipe grooming snow removal and i think it'll it doesn't necessarily need to be like nostalgia plus design but it could also be just it just in different interesting and unexpected so the guy it looks like the brand behind pink is called the res brands it looks like they own three or four things they own one called garage up which is like making your garage look cool and clean then there's pink then there's that one painter and then if you google it you could find the guy who owns it is this guy named steven montgomery and he's young he's young with like sleeve tattoos he looks maybe thirty he looks like a kid it's pretty fascinating this is really interesting fine do you know what their revenue is for res brands is it is it going well yeah so first of all he is young i think he graduated college like five or six years ago res brand started recently and within the last couple years and their painting brand that one painter is the fastest growing painting company in the united states so this is a model that's starting to work and if i'm like pe fund like this is what i'm doing i'm basically acquiring boring businesses i'm hiring an agency like late checkout and i'm i'm building brands not boring businesses he's like i'm joining hampton yep then harley check out find some talent on shepard exactly bought a big bada of boom there we i be i was i was i used to be close with brian the guy who started one eight hundred got junk and he was telling me all about franchises and so one eight hundred got junk was the own thing he started with just one trunk or one the one truck and grew it and i think now he owns one hundred percent of it it does like two dollars or three hundred million dollars in revenue really valuable business but he was telling me that they took off when they did franchises franchises that's when they really started kicking ass but dealing and working with franchise owners he said i don't know if he said or a ceo cameron and he was like it's very very very hard and i think it's sorta of like the agency business where you you're like oh looks so simple you just do this you do that but doing it every single day i think it's a huge challenge it's almost like working in the restaurant industry you know your server won't show up because they're hungover or you gotta deal fights every once in a while i think it's i think it has a similar a similar type of headache you know what mean it's probably hard to manage and and yeah i wanna be clear on this pink is actually now it started as one location in austin and now they're you could franchise your own pink like if you wanna bring one to new york or wherever so they basically charge two percent marketing fee a seven percent royalty fee and a franchise fee of at least forty nine thousand dollars think it's forty nine thousand to a hundred thousand and they actually share some of their revenue numbers so for their one of their austin locations they've got seven employees they're doing seven hundred and forty two thousand in revenue and they're making thirty six percent profit on that so two hundred and sixty eight thousand dollars so it's a pretty good business and yeah you're right that it's a pain to manage some of those employees but there's something here although i gotta say the disclaimer we we don't know if this is a great business is not advice and also you know franchise like headquarters tend to share the numbers of like the best performing thing not like you know the average or the medium because we talked about a business that has a franchise i was like there's a cool idea i just think of you know just looking at the traffic it looks like it it might have you know here's a guess that what i was making and then their franchise calendar got booked out like the meetings got booked out for like four months after the pod came out so definitely can't say i i personally don't endorse this maybe greg is but i personally do not this is not buy million sponsored okay so what i was gonna say on ping is i went i didn't know anything about franchises until like any internet entrepreneur i didn't know anything about franchises until going down the pink rabbit hole and i i didn't realize that franchise for sure regulated by a franchise board so that that's also just an interesting thing to know about if you wanted do a franchise you have to go to these portals you have to apply there's only certain information that they can disclose so i found that quite interesting and then the other thing just interesting thing that got me thinking about pink and franchises is i started thinking about like what is franchise model what does that look like for the internet so what is a franchise my franchise is basically a set of it's a business model in a box and a brand in a box and support in a box or an entrepreneur how can we bring that or is there an opportunity to bring that to the internet i had the same thought when you were talking earlier about your agency about how scaling agencies is hard and maybe out don't know why but franchising was on my mind and i was like i wonder why like if i was like if i'm me i have a big audience i have a large ability to create a brand gen get customers the painful part is the operations what most people do is they partner with somebody they run the operations but they're gonna run into the scaling headaches and bottlenecks along the way and i was like what if i franchise it meaning i could you could spin up you could become one of my operators or a partner in the business i'm gonna hand you customers like automatically you don't have to know how to do internet marketing you'd have to build your own brand you just have to fulfill the demand that i generate and we kind of like let's just say it was i don't know design or web development or something i don't know i don't what what category makes sense but like you could just have a three person team that's gonna bang out high quality work and do as much work as you're able to generate but like we don't have to create a hundred person agency headquarters that's going to like have managers of managers and ensure the quality of work and then have to like increase prices because of we all these layers of management like maybe there's another way maybe there's a way to it i don't know if that fully makes but it was a thought that came to mind earlier when you were talking about scaling agencies maybe maybe what we're saying is the next generation of creator led agencies actually look more like franchises and they do what they are now right because normally a franchise the reason you franchise is because you can't geographically expand so like why it is chipotle why did you pull initially franchise out because this concept works we can physically only launch so many locations ourselves with the capital we have and the like time we have we can't be in alabama right now but there should be some cha in alabama so they find a franchise there with the internet you don't have the geography problem so that's why i think most internet companies never franchise however i do think that for things that are like service like you know a service is rendered i think that's kind of similar in that you run it into servicing box where i disagree with you on the geography thing is i think it's it's not that we don't have a geography problem on on the internet it's just that geography is defined differently geography is defined in the real world like you know at the corner of twenty fifth than fifth avenue versus on the internet like you have an audience you have people coming into your store every day it's just a different definition of geography so i think that if someone could figure out and this is for the audience if someone could figure out and us honestly if we can figure out how we could take the benefits of a franchise model and figure out how we can you know the reason okay if you go to chipotle in new york city you go to chipotle in san francisco the burrito tastes the same the problem with the creator that going back to the cr that agencies is the the the the type of product is very different as those businesses are scaling unless the operators are you know have been doing this for many years so i think there's something here there's another version of this that is kind of on the internet are you guys familiar with eos no okay so eos is basically a operating system for an entrepreneur so basically you we've all felt it your ceo you're running your business and you're making it up as you go so it's not not just like what's that analogy like oh we're building the plane as we're flying it it's like no we're literally like try to figure out what is a like what what shape will fly while we're flying it and so you're making up how to run your company but you don't need to there are best practices for how to run a company that will apply to like you know eighty ninety percent of businesses and so what eos did was sky wrote this book i don't know the full backstory story but the guy wrote a book called traction in interaction he's talking about how to run like how he runs his business it's like oh we come up with our annual plan and we use the scorecard here's the scorecard template you can go download that for free and like it's basically this is like here's a a blueprint a model for how to run your company i've never used it i used it i know a lot of people use it and it's like you have rocks and like each person are responsible for three rocks and it's like this whole like strategic thing okay ours is some a somewhat similar to it which is like a goal setting system so us is actually like kind of a monstrous business from what i understand and the way they work is kind of through this franchise model so what they do is they have these implement so us basically takes the lead and then they're like cool you're interested in implementing eos and it's a it's really expensive it's like like sam when you did it would you do for you hampton or for hustle for the hustle i just read the book and then i just implemented it and i showed you people i do i couldn't afford to do the normal thing but i it's many tens of thousands of dollars like a two day twenty five or fifty k or something like that so yeah it's a quite expensive for most people to like swallow that or it's just like i don't you have to have a lot of conviction that that's gonna really help you in order to pay this but these there are a bunch of people out there that are just simply eos us implement they're not a they're not like they're not part of the company but they are basically like these kind of freelance people that will do this i don't know the exact structure so i'm talking a little little you know off off the top here so so i might get something wrong from what i understand you have traction which is the book that generates a lot of leads people who are interested in implementing this they go to the website they say great i wanna do this to book a call and then they can either you sort like you know buy the system or buy the system with the implementation fee or whatever and then they're paying a person who's like kind of their coach to help them implement this system and then whatever and i actually know a bunch of people that have done this i'm not you what i've noticed is it's kind of more beginning entrepreneurs it's like the best operators in know typically weren't the ones who were telling me they used eos us but that's just an observation i don't i don't know if that's if that's fair or not yeah but it is quite heavy it's like a lot it's take a full on system it's like a full revamp of how you what meetings do you run every week and how you do them and all the stuff i've had this craving to do a lightweight version of eos us because i have a system that works for me i've used it for like fifteen years i've like fine tuned it along the way and i'm like and every time i meet to entrepreneur and they have some bottleneck they're hitting i'm like okay well let's trace down to the root cause of this like what's getting you into this pickle and then usually it's that there's something in their process that's causing them to run into this issue and if you fix the process you fix the issue and i don't if it's a perfect process but like it's lightweight which i think is more for someone like me like i'm not gonna go hire eos and pay these guys you know thirty thousand dollars and spent six months revamp my company probably like i don't really want to do that but if there was a lightweight version i would do it and i think the the only thing that stops me from implementing that is i don't wanna have a giant consulting company that i'm running to do that whereas if there was this franchise model and people could basically come train like come to my workshop seminar and do like a four week certification process to learn exactly how to do it and then they could go do it on their own and make their own money doing it that would be fun i i would do something like that i think that's how os works yeah and and i wouldn't be just super surprised if that thing makes like thirty million dollars a year and like fifteen million dollars a year in profit the people who are into it they're obsessed with it great what's this what's this this what's called playing field i don't know how you found that that's fascinating because i go to the website in new can sign up so nathan barry from convertkit kit told me about this one basically it's tom brady manager he's got this newsletter it's the most expensive newsletter in the world you had my attention and now you have my interest so his company is called playing field and his newsletter is called the brief it's invitation only i think there's a a maximum of about a thousand subscribers in order to get on the list you actually have to be an nfl owner or you have to be just like a really badass top player and this is like a part of a bigger trend which i think is like luxury newsletters so or or even a bigger macro time which is you know there's all these mega ultra luxury rich experiences popping up for the top one percent be at like soho house or private disney tours or oman that hotel that charges like five k a month five k five k at night kid night five k night and you're seeing that in the market like reflect that like hermes has a bigger market cap than nike you know so i think the same thing is happening with newsletters and i think there's an opportunity to basically do to what everyone is trying not to do and everyone is trying to do is build a newsletter to get to the hustle level or to get to milk road level but what if you tried to do the complete opposite what if you created a newsletter for the top one percent that was very very niche focused and you just treated it like a night nightclub my favorite my favorite quote is andy war hall i think he said studio fifty four is a dictatorship at the door but a democracy on the dance floor and i think there's a way to bring that studio fifty four mentality to building luxury newsletters in a bunch of different spaces how much do you think they charge for this i mean we gotta buy an nfl team to find out so i'm much isn't it how it the jets cause there's this idea style points i mean wow this incredible what are what a hilarious and incredible idea that actually makes sense when you think about it there was a guy was a big article in some something like in know forbes or whatever and it was about this guy and he's got this like you know that ra was like the dating app for like hot celebrities or whatever this guy created like the the the ra of like experiences or something oh i saw this as the guy who partnered with justin timber maria i guess as yeah this guy's specialty is getting like super vip experiences that like one of a kind experiences that you can't you can't like you you can't buy or you can't find anywhere else yeah basically andrew wi andrew wilkinson told me about it if i remember correctly andrew wilkinson either went to the grammy or the oscars one of those like things he sent me this picture of him in a tuxedo on the red carpet and i was like what the hell and he was goes yeah i was part of this community or the service called i i figured out what it was called but the guy started with justin timberlake or something like that went through yc and it's about getting experiences that you can't normally get but you can buy your way into if you know the right people right right okay i'm gonna read you some of the quotes from this this thing so here here's what it says it goes you know somebody will call him and they'll say like he could basically get you treated like you're an american diplomat and like you needed to be like handled like he could do that for you and so he's like you know you need this epic party in mexico with private chest just you just tell me what you need you don't have to worry about the rest it's gonna happen and so what he'll do is he'll create like okay you're not just going to the beyonce concert you're gonna get to go to the dressing room and you're gonna get to hang out afterwards or she's gonna call your kid on stage and get to sing with them like something that these like one of one style style experiences so here's what it says mirror only accepts ultra high net worth people defined as people worth over thirty million this he says this isn't the one percent it's the point o zero three percent you must be willing to spend an average of one million a year on lifestyle alone so just on these experiences you're willing to spend a million bucks in order to get in let me see if it has he's focusing on the needs of the top ten thousand people in the world and we're gonna do for them what nobody else can do and so he's like he's like almost like a fixer like in you know the wall fiction he's like he's like the wolf he's like the one you call in when you need you just need that special something yeah so that's that's for like physical experiences but i think what you're starting to see also is this trend around apps and software newsletters as a status symbol what's another example of that r was a great example of that but i think super humans is another good example so super is that email software that a lot of vcs use and it's kinda it's like thirty bucks a month or something and it's kinda it's kind of a flex that you you can say sent from super set sent from super it's like gmail is probably better than super let's be real but having sent from superhuman adds this like layer of oh i take my i take my job really seriously like i'm a part of the one percent so i think there's an opportunity for people to not only create playing fields for x but also superhuman for x and other software for x well like the easiest one of this on the internet is n t's right entities were exactly this so like just to your point of hermes having a higher market cap than nike well when you know when entities were were out there basically luxury art i forgot somebody said this thing you know art is just money you could hang on your wall i was like hell that's great well you know n t's were basically money you could hang on your profile and that's why you know people would spend a hundreds of thousands dollars on an ape or a punk because it meant something and when these were happening my buddy michelle he told me he's like oh yeah are v goods and i was like what's a v good never never heard of that guys know what this is no what's that word i even know what that word it means yeah so basically a evo good is something where the demand increases as the price increases so most goods it they follow the the traditional supply demand curve which is that as price decreases the demand will increase for that item a evo good works the exact opposite way as the price decreases the demand also decreases this is why n projects can get huge overnight because if the price runs up it puts that product in more demand but if the price starts to crash then if fee value is crashing with the price the demand crashes with the with the price and so once you understand that there's a set of luxury goods like this then it explains a whole class like you know the first time i heard about a be bag i was like oh so it's got like an elevator inside what's the deal why is this so expensive why do people care it's said well they care because you can't buy it i'm like well you can't buy it why don't what do you mean why don't they sell it they should sell more of these and they're like no you you have to be if to earn the right to buy the bur bag and it's like i had a cousin who flew to paris to like go to the store to try to buy a bi bag and i'm like this you made a vacation out of this and she's like yeah like i'm i've been working my way up i had to buy all these other luxury bags just to be invited to possibly buy a holy shit dude these bags are i'm looking at a used one on some website it's a quarter of a million and then there's other used ones for thirty thousand so it's like the cheap end is a thirty thousand dollars or the eggs i think it's like fifty k if you just buy it from the story ish holy shit and you know and so it's a it's a status symbol because even amongst luxury buyers you can't buy like you can buy all you can have all the money you want you can walk in into louis vuitton you can buy everything you know what you can't buy a bi why because a be is even elevated above that and i'm like wow there's no end to the status game that gets played when it comes to the stuff and it makes you think like you know from when than the iphone came out and that guy made like the app that cost a thousand dollars and it was called the rich app or something like that it was just it was like a red light or something would turn on and it that means you bought the item am rich at for a thousand dollars it did nothing else besides that and it got so popular apple then started to take it it took it off of the store because it was like this is not what we want but the fact that that worked tells you something about the psychology of people that they would they would do that to signal you know their status man this is amazing i i've heard that word but i've never actually seen these bags this is wild to me this isn't this is this is insane wow alright what do we wanna do now we gotta wrap up in a minute yeah give us one more one more greg stripe atlas list for trademarks so we recently filed a trademark we bought the domain boring marketing dot com and it's dope and the business started scaling and we're like oh shit we needed a trademark here and i don't know if you guys have filed for trademarks but the process is insane it's the pain the butt the pain in the butt it's actually quite expensive and you even have to finish your work on going on these like craigslist looking sides and it's pretty brutal well let let's explain it it what happens you typically what you do is you hire a lawyer so that's you know already start off with the wrong foot then they're like great can't just file this kinda do a search first you want this light search for three hundred bucks so you want to comprehensive search which might actually actually find the thing for eight hundred dollars you're like i guess i'll do the search because you like because if you don't i'm like what if i don't do the search like well we could file it and you know that'll cost you money but then you don't know if you get it or not i'm like cool for like how long like not like a year maybe a year and a half i'm like but then i have to operate my company right like so what happens if i don't get like you might need to change in the company's name like alright i guess i'll the search then they pay then you hire them for search and then they're like great now we could file hey which class do you wanna file in and you're like you're on us pto the the craig looking exactly you're talking about and you're trying to figure out what the hell going on and finally you file it and then nothing happens and then nothing ever happens basically like a year later you'll get a letter you got approve and then you're like was that even necessary and then you're like this is this is just a crazy process overall exactly so and then and then so it's it's it's very similar to what happened with stripe atlas list so for those are those of people don't know what stripe atlas is it's five hundred bucks and you can basically you know form a legal entity issue stock defenders filing an eighty three of the election which is super painful in the united states they basically took something that was really painful and expensive and made it easy and cheap and the smartest thing about that for stripe which is obviously a payments company is once you've set up all those things once you they basically send you a strike link and stripe makes money when you sell stuff so you're all ready to go and it basically onboard you to stripe which is brilliant there's the same opportunity to do that for trademarks so like the name i would use if i was doing this would be mister trademark the slogan would be something like putting you out of your misery and i think that either something like this gets bought by a stripe so i think there's an opportunity there but i actually think that you probably would would try to hold out for something like that and allow yourself to onboard to other different services and i think you could expand this beyond this trademarks to patents as well i have some thoughts on patents and trademarks like i don't know if patents and trademarks are just astrology for entrepreneurs but you know because i've i've actually i've had a i've you know i've been at companies where we've had patents for example stumble upon which was basically this they acquired my company and i was on the management team there and i find out like one of the reasons i sold the business was because i was like these guys have the patent on like recommendation engine like which is mostly nonsense right dude it was like they were like we have the patent on this this alone is worth you know five hundred a billion dollars because basically they had the patent on if you upload something or download something and there's a recommendation engine at the core of it that is their pat aka tiktok i i i think that's worked that's worked a couple times so on the internet i believe reid hoffman and mark marcus pink mark or marcus pink is the guy started z i think they had some what what what i wrong what you say pink no we're gonna go with that yeah marcus cookies is marcus pink whatever it gives would be such an algorithm dude i don't know he's he's not outrageous guys did we own didn't they own a patent that i believe if if memory serves for very i i believe they owned a patent on the algorithm for social media and i think they sold it to facebook or maybe even they gave it for to facebook and exchange for shares did you guys not read that story no i don't know that story but when we bought the be brand back we got these patents with it and they had a patent for the for the whiteboard feature meaning like you could go on someone's profile page i don't know if you remember this like you could go on someone's profile page and doodle like just draw on a like kind of microsoft paint looking whiteboard there we had the patent for that and i was like cool but facebook has that feat at the time facebook had a something called the wall that was the same thing like they had used to have that feature too and used to be able to and my myspace had graffiti and like it was the same feature and they were like yeah these don't mean anything and i was like nothing like isn't it patent like iron cloud they're like yeah just like not on the internet and that's been my experience with i don't know if that's actually true or not but it seems like trademarks kind of mean something because if you don't own your trademark and somebody does they can basically tell you your you you can't keep operating under that name which is painful and when you sell a company they like for you to have everything buttoned up like yes i'm incorporated i paid my taxes i have my trademarks i'm free and clear to be bought but i don't think patents do anything on the internet what i understand well okay so in two yeah so pink us and read often they own this patent called the six degrees pattern facebook i believe bought it from them for seven hundred thousand dollars but yeah it it it there's an article called the who owns facebook's most important patent so apparently it was a thing cool greg so you're gonna come on next time are you gonna have good water dot com or no you're a good you're a dot io o type of guy but shots fired shots fired you're well you're watch your agency now it's it's two wars happening right now and that was a hate crime you just committed kelly called them a dot io o guy all all i know is that just get i'm wearing glasses and you know if but oh here we go it's sam pete dot i just join the chat what what's your where do where do people can connect it's it's is it public school or let check dot studio late checkout dot studio i see i know you're not a dot com type of guy you have late checkout dot subs stack dot com right i like your newsletter where else what else do you wanna pi you you're you're always tweeting cool shit you always sweet stuff with the first line being like the future of blank is blank so what which i did greg back in the day wrote a series of blog posts called like tiny little life hacks or something what's the name of that post greg i it was like ten years ago little life hacks guaranteed him for your life but this is before like red boy yeah yeah exactly you were ahead of your time now today these are you know you see these all the time but back then these were great and i actually implemented many of these little ones that you you you did like a three part series it was so good that people called you back for an encore and a second encore on top of that so go read that series if you wanna love greg like if people read that they'll fall love with you gary well is your first one is dress formal when you go on flights do you do that it it worked back in the day it actually worked you know this is this is years ago yeah what else what else on the yeah rid all doing weather when you're out with people breaking bread put your phone on airplane mode yeah that's a good one poor people's drinks before yours people appreciate that so c my bud see but he did that to me this weekend and i i was i was woo he he woo me and i saw a picture of you nc it today and it looks like you guys are dating so i'm not obviously where i'm leaning into his arms it definitely work scheduled thirty meetings not one hour meetings you get through just as much yeah i i i totally believe that but here's the thing here's the thing this is all obvious now so i'm good at sing that like i looked like an idiot back then like all these ideas my sound like stupid ideas right now good water str atlas thing i'm just joking i think good water you could definitely make that work yeah i'm i'm the i'm the guy who looks stupid in the moment but looks good in five years first life yeah well one number three is to send postcards to friends so i'll i'll be on the lookout for a postcard yeah you had one that was like go to this little website and they have a bunch of unique gifts and it's like just show up not on a gift giving occasion but when you go meet someone just bring one of these for them like yeah you know people obviously remember these are sound just like you know how to win friends and influence people but it's real and like especially in silicon valley like the the social like iq was like so low but if you did any of these things like you know you know somebody's listening to this in texas was like yeah poor the other person of the water first or you show up with a gift but like you know i mean i almost sold my last company because i met someone i gave them a tiny buddha and they remembered me like they made it off to buy my business so it it does work it's one of those things where you're like of course i should do this but you don't actually do it and then you read it and i'm like alright fine i'll start i'll start sending gifts that's a perfect way to explain it all of these are things that you're like yeah i know i know those those aren't new and then if you just said okay let's look at this question differently how many of these do you do regularly and now all of a sudden instead of knowing ten out of ten you do one out of ten regularly like that gap is why i i like that blog post greg dude appreciate you coming on you're you're full of ideas i you were supposed to be solo with sean sorry i crashed your party today but things change but i appreciate you doing this and coming with us this is a blast i was smiling all time good that's a win alright appreciate that's a pod i feel like got can rude to work i know i could be what i want to from at all in it like a days all on a go less travel never looking back