How To Get the Most Out of Every Event, Surprisingly Successful Keto Businesses, and the World Premier of Southern Sam’s Sticky Icky

like yeah if you wanna if you wanna pre buy southern sam sticky you need to just i don't know dm me on twitter vibe by twitter is sean feed dmv and say i'm in on southern sam sticky i feel like got to wear to know why i could be what i want to from at all in it like a day's off on a road less travel never looking back alright before we get in the episode we gotta say something really quick sean i sent you that thing to share so if you go sean and or eyes twitter profile you'll see it or you go to rate this podcast dot com slash m f m it's stands answer my first million rate this podcast dot com slash m f m if you leave a review for us on apple podcast we're gonna select one person or we slept in one no we're selecting six people and we're gonna give a grand to six different people and we'll announce that winner in a couple weeks we're doing this because if we get more reviews in a very particular amount of time and you get more momentum you go up the charts and if you go up the charts so you get more listeners or at least that's the hypothesis so we're incentivize listeners we get more excited we are goes grow and i know that's what everybody wants so let's do it yeah i just went to a conference today cody sanchez is conference to talk and dude to everyone listens it's pretty fun how was how is the conference so she has her brand is like contra contra capital i think it is and so this was the say the contra conference or something like that yeah and i love her and i love the conference but i it's it was kinda silly like in my head i was making a joke because they had contra merch and they had like hundreds of the same ones and i was like well if we all bought this like that's you know i didn't really worked you know ought be like so anyway it was great though no she was cool i asked i think there was probably three hundred people i asked to listened i feel like everyone all their hands went up people were talking about us they always confuse our voices but we get that all time alright i love it and i was supposed to go to that i didn't go you went there's like a a bunch of different motivations people have for going to these things what was your motivation because some people would say i'll go to these conferences kind of a waste of time and other people say no i love it a network i learned things i because she's she's my friend and it's near my house and then in general but because you've gone to some of some of the some other ones like this like cast one you went into recently or stuff in new york what i guess give give people how you think about this stuff because i think it's good to have like a frame of like okay this is why i go to these this is how i go to them and just what what's come out of it for me i like meeting people who i'd known in the internet and that makes me feel good and i also like going you know i've paid money to go to some events i've paid five thousand ten thousand dollars go to some events because i can meet one person and become a lifelong friend with them and that pays for itself but makes me happy so yeah i don't mind going yeah i do the same thing i kinda have in my head i'm here to learn one thing like i wanna have one great idea like a truly great idea maybe it's a tactic a marketing idea a realization of something i need to change or a new business idea a new whatever so one great idea is my like bar and then one great person if i do that it's worth it and that's like such a low bar but yeah but what's better what like the bet the good part about that is then you go hunting you you are saying oh i'm here to make meet me one great person who's a great person and if you're talking to somebody is not that great you're like alright base out i'm gonna go bump around and see who else is here right and same thing with one great idea you can listen to a talk and you might otherwise kinda zone out or say this doesn't apply to me but if you're just on the hunt for that golden nugget the one great idea and it's like dude in the eight hours of this event there's gonna be at least one great idea it changes the way for me at least it changes the way i i intend these things yeah i agree i'm the same way and speaking of great ideas we i wanna talk to me about let's go to these three new stories that you wanna go over because i actually yeah i think you selected all three and they're awesome they're awesome all three are pretty good so alright so i have three you have one let's start with yours you you have one that's about elon tweeting about the elon tweeted something about giving away six billion world hunger that what i heard was and you tell me this is correct my wife told me this story she goes to hear you know somebody tweeted out or there's a new story that said you know these billionaires the elon richest man of the world now if he you know with six billion dollars he could end world hunger and then he replied to it he was like if you could show me that six billion dollars would end world hunger i'll write the check now like i'll i will happily do it just show me that that's the case and so that's all i know about this what did you oh you don't know what happened after for that okay so someone i forget who maybe cnn said if the billionaires would donate six billion dollars we'd mature or end world hunger elon like you said reply and goes and his language was great he goes show me how that will happen and i will sell tesla stock right now to pay for six billion dollars of this stuff and i forget the exact title but something like the head of you united was it world hunger or united nations some like official international body the headset you know better yet you know elon just come and we'll show you our processes and how we work and elon said no sunshine is great tell me in tweet form how this is gonna help and where the money will go i will send you the money right now and he goes you know this is just too complicated to say over twitter and i think and i'm not like the biggest elon nut i think that this totally made look great these types of things should be done in a very simple way where you can explain what's happening you don't have to say like you you know exactly but you could say like you know thirty percent of the budget is gonna go to hire around ten thousand people who we think can give out this much you know whatever that is a good enough answer and right the guy didn't do it total miss and when we were talking to bit cloud guy nat a few days ago he was explaining what he does and then you no this is what you do and you explained it so much better and he goes oh that's how i should always explain it everyone should have that skill that you have and you could actually develop that skill it is a skill it's not just a talent and anyway this guy blew it and i thought it was an awesome tweet thread you know so two things one is on that skill so how do you develop that i'll give you two kind of unorthodox ways that you develop it the first is you gotta have bullshit collars around you so like you know the way i like no do that's way too complicated most people just won't say that to somebody and there's this great clip i know you like you watch some joe rogan as well as i do and this is a great clip of brian call who's one of the kind of friends and the crew of of joe rogan and they're they're doing their fight companion podcast which is where they just watch the fight and they're just shooting the shit drinking in and eating cheese and they drinking wine and eating cheese and they watch the fight and like i don't know a hundred thousand or more people will tune in to like hang out with him while they watched to fight even though the fight not visible on the screen that's just how fun it isn't to hang out and during this thing brian allen who's a lifelong you know the comedian he's kinda like a sc guy joe's kind of like a former martial artist he's sort like a meat head and the other guy on there is an pro fighter so a bunch of kinda like bros and brian is saying something he goes brian's like oh man if somebody ever tried that on me bro you know i would you know what i would do and they were like and they just kinda moved on for a second and then he's like and the guy said it again like nobody really addressed it and he's like he's like i he's like i would never let somebody do it would be it would be on and then and joe's like brian what are you talking about he's like but why are you saying shit like this he's like you know you don't you're not gonna do anything first of all and he's like he's like the problem brian is that you hang out with people that will let you say shit like this and he's like you need to stop hanging out with where whatever type of people let you let you get away with just saying things like this and just you know letting it fly and after that i just thought that was hilarious and then i started noticing oh there's some people in my life and i call them you know the people who will tell you there's food and your teeth it's like there's two types of people there's people who will see it and not say anything and then you know four hours later you get home and you're like bro what the hell i had spinach at my teeth the whole time why i didn't someone tell me and then there's the person who will cut you off about yoyo go you got a little something in your teeth here hey like off shit i'm embarrassed but like the embarrassment was localized to the moment and then you like saved yourself from there that's a true friend and so you want people around you that will tell you when you're saying something that just makes no sense or is confusing or is like delusional or whatever and they're just like what are you talking about why are you saying that you say stuff like this all the time this doesn't make any sense or you say stuff like this and honestly i think you think that's really awesome but no when other people hear that they don't hear really awesome like to break you have people like that bra who used to work for us and we love he was explaining to sean and i what his new business does and he wrote this long paragraph and i think sean goes i don't know what any of those words you just said me and then he was like i buy can't i buy land but before paying for it i hurry you up and resell it to someone else and make a profit it's like okay great yeah that stay what that means right yeah and then actually the first thing he said was bert i just wrote you two paragraphs and i i didn't even have to address it because he knows if you wrote two paragraphs and i don't know what you're what i don't know what you do still that's on you that's not on b and so you know the boat the birds on the owner so do one thing is having people like that around you the other thing is hang out with somebody who's good at it and maybe you know hopefully for some people listen as this podcast helps them because i think we'd both do a good job of explaining stuff without too much jargon or you try it at least and so the more you hang out with people like that you'll just naturally through osmosis like you know this it'll just pick it'll you'll be like a sponge it'll just come right into you you'll just start getting better at it because you've heard our voices in your head all the time and so hang out with people who do it like i have a buddy su who's great at this you're really great at this ramon really great at this so like our best friends all are really good at just saying things for what they are in a way that's simple and easy and fun to understand and like so then you by nate you know you know naturally get good at it speaking of friends what what a so i was out to dinner with mo the other day and he made this comment about casper he ends up tweeting it pretty brilliant you wanna talk about that i do can i say one thing about the elon yeah the so so the guy from world hunger who's like it's not that simple i can't really break it down alright so that's obviously a loss on their end but there is a great example of a charity who does this well so have you seen what charity water does for their like accountability because what elon said was the whole thing yeah i'll donate the money my only thing is it has to be kind of like open source and transparent accountable where that money's is going and what's the effect of it jack do did that as well and he just jack do did it with a fucking google spreadsheet right yeah yeah he said here's the here's all the money here's where it's going here's the schedule and here's a it's a google doc it's a google that anybody can go view you can't edit it but you can go view it at any given time and see how the money amazing so so the founder cherry water he his story is amazing but like i'll give you kind of the the fast forwarded version of it so fast forwarded version of his stories guy named scott harrison he he grows up and when he's a kid his mom got this like terrible illness she basically she was a stay at home mom so the dad goes to work kids go to school she stayed at home and the new house they had moved into it had like a gas leak or something like that and so it like silently killed her autoimmune system so she got so her immune system was so compromised that she could not like go outside she could not like touch objects that had not been sanitized she couldn't do the laundry because like the the cleaner the bleach had chemicals in it and it would just like killer her if you know they had to like do everything by hand using baking soda six times or like if she wanted to read a book scott would go put it in the oven first and they would have to sort of like kill all the bacteria like by sanitizing it with heat and then hand it to and she'd wear gloves and they would like slowly turn pages and stuff like that like it was insane and so he and but but even that whole time they didn't sue the company that had that was responsible for the leak because they were like very religious family and they were like you know this is god's plan and so who like grows up with this really unusual childhood he's having to like in many ways be the caretaker of the household because his mom wasn't able to do it ac sees his mom suffering he's like dude you know at this shit i'm i'm gonna go live now so he gets to turns eighteen and he like goes to college but i think think he might have dropped out not a hundred percent sure but he he starts partying like crazy moved to new york and he becomes like a guy in the party scene scott if you've ever seen him and he's a good looking guy sort of like a george clooney looking motherfucker like he's like very like it's like yeah guy gets gray hair and he looks even him more handsome than he did before and so real rico suave type of guy very suave super great storyteller very really funny just he's a great hang like i've hung out with him and you're just like charmed you know the whole time and so anyways he's he hits the party scene and he eventually because he's like i gotta makes some money she becomes a party like promoter so his job was and he says this like my job was to convince rich guys that they needed to pay me like five thousand dollars six thousand dollars to get to go buy this hundred dollar bottle of alcohol and he's like they knew what i were doing and i knew what i was doing and it worked anyways and so he starts making a killing as a party promoter and he's got the fancy watch he's got the model girlfriends he's got the nice penthouse in new york and he's getting paid you know whatever some vodka company will pay him twenty five hundred dollars a night just to be drinking their liquor instead of somebody else's liquor and somebody will pay him to wear this watch instead of somebody else's watch and so he's kind of the man in this scene but a few years go by and he's like starts to feel you know as you do when you kind of get in this party lifestyle starts to feel a little empty inside like the the highs is no longer doing it for you anymore and i think he was the story is he was on this guy's boat this guy his name is what's the name guy the guy who created cirque sole like guy lee guy yeah some some name like that i can't remember off top my head canadian yeah he's on his yeah or boat or what a party boat and scott's just so in in the boat like in the room where he was in there's a bible and he kinda sees it and he grew up in a super religious household then has you know become basically like a sinner and he just sort of picks up the book and you know he's hung over one day and he starts reading it he's reading the bible and he starts to like kind of like an emotional and he sort of has this literal like come to jesus moment where he's like what i doing with my life like you know like i'm i'm not a good person i'm not doing good for anyone in the world and like you know i'm just like partying and drinking it's all a very shallow lifestyle it's like you know these these hot girls and then these rich guys and this like lifestyle that's not great in drugs alcohol that sort of thing so he's like okay and i think also he literally woke up that day he was like numb in his handy he's like this is like a metaphor i'm not just numb in my arm like i'm numb life right now so he's like okay here's what i'm gonna do i'm gonna take the next six months i'm just gonna take a six month break from this lifestyle and i'm just gonna what's like the most servant like servant thing i can go how can i just serve people you know how can i go do a very christian thing here and and so he applies to all these non nonprofit and they reject him they're like you're a party promoter like we don't he's like dude i'll work for free and they're like no we don't need your your client he's like are you sure like i'm good with people i'm good with like events i'm good with all this stuff and they're like no no like where you come from that's not that's not what we're looking for here so he gets rejected after at one after another and finally he gets this one group to agree to let him work there if he pays so he had to pay to go work there so he basically made a large contribution to mercy ships i think is what it's called it's basically a thing where hotshot doctors in the us like for one week out of the year they go on this boat and they goes to africa and then they they spend all week there doing like pro bon surgeries on people who need surgeries and then they come back and he's like he kind of his back on his photography so he's was like oh dude i'll i'll take photos of this trip that'll be my contribution and so he goes there and he's got the photos still he'll show it to you and when he gives his talk he shows him and it's like what they were doing was there was kids with like a massive like tumor growth so like you know they would have like a huge lump on the side of their head like the size of a volleyball or like in their jaw their jaw would be protruding out like six inches because they had this growth and like all they needed was just for it to be removed like is it they're having trouble eating breathing it's like not even a cancer thing it's just a benign tumor but this needed it removed and he's like dude the line was like a mile long and he's like the saddest part is we you know we couldn't do all the the one week was up and there's still people in the end of the line that didn't get their surgeries or whatever so he's like okay i'm not just gonna do this i i'm just gonna like i'm gonna go back i'm gonna dedicate my life to like you know helping people because i can't believe what i've been doing and this was so meaningful to me and whatever so he's like for he does two things he goes to on the ground in africa and he says what is the like root cause what are some of the root causes of this problem so he does kind of what elon calls first principles thinking which is why does this person have this crazy tumor in the first place i like well they might have this tumor because you know they are are they don't have clean drinking water and sanitation and so there's like highly infested things so you found that on all these different axes like why are these women why why are women you know falling so far behind in society and not getting high paying jobs well because they actually shift have to spend five hours a day just walking to the nearest water hole and walking back carrying this forty pound fifty pound jug of water and that takes five hours in a day and then then they have to use that water quickly and like do all the laundry cooking washing of their kids and then they're like they don't work and then because of that they're like you know stuck economically stuck so anyway anyways he's like he identifies waters the root cause he's like okay and he asked himself a very important question he goes why have i not been giving to charity like i kinda knew they're suffering all around the world kids in africa are starving and need water and all this why didn't i give and it's a this is the connection to the elon he's like because i always kinda felt and heard like you never know where the money goes or if if you gave if you gave even if you do give money you have this worry like i don't know if this is even making an impact and they never closed the loop so you never knew where the money went and you never saw the impact of your dollars it was just like thank you goodbye here's your tax here's your tax deduction goodbye and so he's like alright i'm gonna do it differently he's like he's like i he didn't know anything about the non nonprofit space base he's like alright like let's just do the basics he's like what if one hundred percent of the money went to the cause and he's like that would like clear up that question mark he's like and then he's like also i'm a photographer like why don't we just take photos of the place where we do the project and send it to the person who gave us the money like if you contributed we know where the project is why don't we just send you a photo when we do the project say hey here's what you what you did and so he's like i'm gonna use gps trackers and photos to make people feel the effect of their giving and that's what he does now that's what he does that he goes back to new york he throws a party because he's like the only thing i know how to do is he's was like i'm throw parties he's my t t birthday or something like that like throw a birthday party but instead of giving me a gift at the door charge i just want you to give thirty dollars to the calls i'm thirty years old give thirty bucks to the cause and so people come they have this party because he's got a great social network in new york and you know they forget about it three months later he sent them all photos of the project that they contributed to he's like hey that that all added up we drilled these two water wells they used to have to walk this far neil here's how far they walk look at the map and you know we turned a four hour walk into a you know into a ten minute walk and then he's like here's what the women have to say there's videos of them thanking you and here's like the kids you know here's the water like fresh clean this is the water they used to drink it's like dirty here's the clean clearwater water that's what you did and people were blown away and that became and they raised they've they raised a ton of money like four hundred five hundred million dollars yeah well the story gets a little crazier so he's he's he's like i'm gonna stick to this hundred percent model hundred percent of money goes to the call and people were like bro there's a reason people don't do that like how are you gonna pay for your own salary or the salary if anybody working on the charity he's like we'll do a separate bank account literally two bank accounts one that's public donations i go to the cause and one that'll be private donations for people that wanna fund our charity to do this and he's like and of course people are pretty interested in doing the hundred percent thing less people for the private thing and that's where like kind of full circle i guess like i don't know how how long i wanna go on this but i'll give you the kind of the cool the cool last bit so he's basically running out of money for the private side for the actual for himself and he's just sleeping on couches and he's like you know i got a backpack to my name and like i'm the only employee that's fine and but even still he starts running out of money his friends are kinda kicking him off couches he's running out of friend's houses to go sleep in and he's like alright he's like let me just do want like this whole thing may end but i wanna do as much good as i can in the meantime so he's like you know this birthday idea of giving up your birthday like we're all pretty privileged we don't need birthday gifts i gave up my birthday that's how i started this charity like instead of giving to me give to them he's like dude jersey social networks now facebook myspace be that they all have like millions of people and they all have this birthday feature and people go right on each other's wall he's like so he wrote a letter to mark zuckerberg to like tom from myspace and to michael birch from bmo and he wrote her letter all of them and he said hey you have millions of millions of members on your platforms they all have birthdays logged registered in the platform and people looking up for a way to wish each other it would be amazing if you added a charity button away for you to give up your birthday and let people donate for your birthday to the cause he gets no reply from facebook he gets no reply from myspace and he gets no reply from bib so he's like oh whatever didn't work now a month later michael bi from bib says hey scott sorry i missed this we actually just sold the company so he just sold the company for eight hundred fifty million dollars and he said you know so i can't really implement this here but you know what i'm in new york let's just meet up for an hour and so he goes and he meets with him scott gives him the full pitch michael's like a british guy who's pretty reserved you know in person he's he's you know british people have like a dry sense of humor or too so they're not like the most like emo when you're talking to them and so scott basically see said feels like oh i told this guy what we're doing he basically he didn't flinch and he moved on like whatever and he had six weeks of runway left in the he's like that was my last that was my hail mary have six once six weeks of of runway left and then this whole thing ends but you know what we did some good work and then michael wrote him an email right after the meeting like at the next day and he just said hey scott loved her chat send me your wire instructions i'll send you a million dollars use it however you wish keep rocking and the million dollars kept them going for one more year and then since then they've now raised hundreds of millions of dollars for the charity they're like one of the biggest privately backed charities because they have this hundred percent model and michael got them in with other kind of wealthy tech people and they all like this idea of like accountability transparency and closing the loop on on giving and feeling the impact like that just feels right to like kind of the new new wave of rich people and so it's like taken off since then that's the crazy story of charity water that you just gave them a thirty minute info commercial yeah i don't feel bad i've been with them to africa and literally it's like it's not only like changing lives but when when he goes there people literally and he's the most humble dude but i went to the village and people literally feel like he's jesus a because it's like a white man who comes to this village it the only white person ever like in the village and b because he like whatever he's doing when he leaves here somehow results in fresh freshwater being like given to our village and they're like thank you whatever you're doing out there is is you know god's work that's badass so i should i should give to him i have not but i after that bitch i will can let me tell you about someone interesting have you heard of a guy named a j patel bet you haven't never heard of him what is alright i you have not heard of him and you're gonna be surprised that you've not heard of him so this guy's way low key and i got interested in the space because i've been a lot really interested in low sugar products whenever like whenever i'm in new york or particularly new york i go to like corner stores all the time you see like mom with the kids and they buy like hawaiian punch or like fucking gatorade like you they sugar factory a corner store and a grocery store or sugar factory reason it's sad and i feel horrible maybe yeah it's horrible and it's because maybe that's just more convenient but and people just i don't think no better so i've been doing research and i found this guy named j patel so listened to what this guy's done so he started a this he he's only thirty two so he started this thing called smooth viking which was a men's grooming business that he sold that he started inch insta natural which is a net knit natural based care business it did fifty five million dollars in two thousand and eighteen and it's been i mean it it it it crush it and then he started zen wise which was a plant powered vitamins and supplements and it was doing okay like five to eight million dollars in revenue but then he was like the thing about vitamins like people are a lot a lot of people are asking me for vitamins for my pet for their dogs for their cats and he was like that's cool and it's even cooler because you have no idea if it works right that's the funny thing about pet stuff and i give my pet vitamins and i'm like does it work i have no fucking idea right but i'm doing it and so he starts this thing called zest paul's and z paul is kind of amazing and so he kinda creates a strategy where he does two things the first thing that he does is he spends a lot of money front of making the brand really good you know a lot of guy a lot of times guys like you and me will just kinda throw something up there yeah like an mvp right the minimum viable product kinda looks shitty and crappy at the beginning yeah so he hires a a a agency or a branding agency and they help him make he pause like it look really great and then he the his whole goal is to first dominate amazon then go to retail and i was doing some research and i used jungle scout and i also watched a bunch of videos so z paused recently sold for six hundred and ten million dollars it's estimated on amazon they are doing around eight hundred sorry eight million dollars a month on amazon only and then probably another seven million through their retail outlets it costs around eight dollars to wholesale and it sells for twenty six dollars so it they could've have been doing around forty million dollars in profit when they sold and they sold for six hundred and four ten million dollars now the reason i'm bringing this up his new thing it's called high key cookie it's and i've noticed that when you look up high key cofounder they'll want they they don't mention his name he's trying to hide it for some reason i don't know why he's trying to hide i don't know what his deal is he just prefers being low key but he didn't talk about it too much i think he just prefer being low key but high key is basically low sugar cookies and he's doing the exact same thing where he's getting on amazon and he's ranking and he's got sixty thousand reviews and it's a pretty new product already it's pretty amazing with what this guy's is doing he's doing the same strategy over and over and over again are you looking at high key cookies on i'm on his his linkedin right now so he's listed as the c ceo and he looks like he's in florida how did you hear about this person i two different ways i was researching low carb cookies because i'm fascinated by that i'm right now some current obsessions are low sugar cookies and low sugar ketchup and other the sauces right and i was researching and i saw hi kia and i remember a friend our mutual friend told me about this guy who had this thing called zest pause and his whole strategy was to dominate amazon and then go to retail wow very impressive very few people have done what this person's is done so i think he's thirty two years old or thirty one yeah that's that's pretty impressive have you tried fat snacks he's like huge so i'm i have a list of list here of companies that are interesting and i did try fat snacks and i thought that they were fine i thought they're okay but the problem that i have the so i e quest all the time are you familiar with quest bars yeah i i i like the quest chips because i'm a chip don't have a sweet tooth but the quest they're basically have like a version of doritos and honestly they're like the only keto snack that i actually like i'm like it like actually replaces the craving you know yeah so i eat a ton of class now but there's like a big background here so how do say is it the last name tom bill yu he spoke yeah our event hustle kanye he's pretty cool guy this was actually one of the first d kinda home run so basically they bootstrap out this company and within five years sold it for a billion dollars and they were making i think tom's mom or someone in this family was really overweight and he wanted to create a low gl glycogen food you know lower carb food for his overweight family member and he's like i just needed to taste good so we can replace candy and so he creates this thing and revenue doubling like every month that eventually they sell it for a billion dollars when they get to a hundred million in revenue but there's a it's quite controversial so i eat them but a lot of people don't like it because it has super low you or is that how you pronounce it super super low yeah that's right and it's basically like a sugar alcohol and they also put a lot of fiber in it and so they're protein a lot of people don't like it because it's like not the best protein it also has palm oil a lot of people don't like palm oil so a lot of like health nuts including just a marrow so i talked to about this they they don't like it because it's it it just kinda got some shit in there but frankly i love it but the reason why quest bars are amazing is because they are in every fucking store if you go to a seven eleven or a gas station they're gonna have quest bars right whereas a lot of the other stuff the reason why i don't consume as much as they're not they're just not convenient right and so anyway i'm getting incredibly fascinated with these low sugar products that are in every store well i like the idea of the low sugar sauce i think low sugar ketchup up is a great one to go after who's doing that is that a is that a business that's like saturated or no it's gonna best that's a that's a great idea i think it's fantastic and the reason why it's fantastic is when you're trying to eat lower carb and eat healthy mustard has no calories and no sugar in it barbecue sauce is shit ketchup very high sugar you know heinz hines has a forty five billion dollar market cap it make something like seven billion dollars a year just in sauces and condiments most of it's like is basically ketchup up and ketchup is crazy high sugar their ketchup the reason why it's that bright red is there's a ton of a ton of sugar in it and there was a company called primal kitchen which sold for three hundred million dollars in two thousand eighteen it was started by this guy who kinda looks like an old version of me his name's is mark what's his name mark sis i think his name you have to look at mark sis s i s s o n i believe that's his name and he had a whole line justin look like an older version of you that's a larry yeah he looks like i mean he's ripped this guy i don't know how old he is he looks like he think he's like seventies sixties yeah and he is like absolutely shredded which is impressive well i met his face we kind of like similar faces but older dude this guys this is you man this is gonna be amazing wow you're gonna look like this so he's sixty eight years old wow crazy and so he had this this business where he he had a blog he's been a blogger forever a help blogger and he created primal kitchen which is a it they make dressing dude the dressing and ketchup are the worst dressing have so like an italian dressing so much fucking sugar oh i'm eating a salad it's like how's the salad like twelve hundred calories because the dressing so i've been like super curious about this tell me what you think about this the problem with a lot of d companies is that the cost to acquire customer is stupidly high right now it's i think it's the highest it's ever been ever at least the highest it's ever been yeah correct but particularly with the facebook change and competition it's just getting high so our friend andrew created this thing where basically he he this was illegal what he did but like whatever it happened he he created a menu and put it on uber eats and was just like making low gl muffins so i guess like almond flour muffins at home i am putting it on uber eats and he just like made the branding really cute yeah could you just create like one of these high key or these low carb cookies or something like that and just put it on the local uber eats start getting customers put like a coupon code in there i mean i feel like that's an an an interesting way to kind of hack customer acquisition for a lot of these d things yeah i think that is kind of interesting although i don't know how many people are gonna like order just like even a bakery it's like okay yeah you're getting like you know a dozen muffins or cookies or whatever like i don't know if people would just go order like a sauce or something rightly no all or no but the could work yeah i don't think they would do cookies but debbie a insomnia the way it's only illegal because he just didn't have a commercial cook a commercial kitchen in the license right but like you could easily do that right you could do the same exact thing he if he's just if you're not doing it out you like a home kitchen or whatever you just need a permit right that's the only problem with it yes correct yeah have you heard of insomnia of cookies yeah they're insane yeah they're insane they're amazing i'm just thinking like i think you could do that from a cloud kitchen and then start selling them online i totally think you do that crumble is also like growing like crazy right now i it's one of the fastest growing franchises is crumble cookies but let's get back to this catch up idea how do i convince you to start this company because you would crush it's expertise it's a beautiful market because huge like huge demand and it's a consumable so you run out and you have to keep re re buying replenishing and people use a lot of sauce if you could turn this into a whole you could extend into other sauces but if you'd start with you know ranch or you start with ketchup up you'd get like a huge number of people barbecue sauce like just two three skews you could do this and then with your marketing prowess like you could build you could literally build like a five hundred million dollar company for this in like four years i think it's amazing to me i i should the other day i went to the store bought ketchup up the other day i to the sort bought ketchup up and it it was they it was like a didn't realize it was near halloween and they called it blood tomato and i thought that meant like oh like it's like some weird category where it's only the tomatoes and no sugar and i bought it and it was just normal hines and i've been eating this shit all week because i wanna throw away and it's horrible the sugar in in hines is is it makes it taste good dog call so sam sauce what do we call and what do we call in the the the brand here fuck southern salem yeah see yeah there we go dude yes there we go oh my god dude southern sam is such a good i'm not joking like i okay i'm just gonna use you as the face of this i'll build the brand i'll do all the work maybe and and actually this stick dude this is an incredible you like someone say sticky ic like yeah if you wanna super if you wanna pre buy southern sam sticky ic you need to just i don't know dm me on twitter vibe by twitter is sean v dmv and i'd say i'm in on southern sam sticky which is this first sauce that's coming out and it's gonna be a i mean you're a fitness influencer so you gotta have that balance you're gonna have the health aspect we know that we've seen the body we've seen the videos what we need now is that flavor but southern sam he's been this is what you needed back when you had your hotdog dogs stand you just needed condiments you just need it's a it's a full circle oh my god i love it have you heard of sir kensington catch up yes my buddy our our buddy invested in it who oh okay great it's sold for a hundred and forty million dollars yeah and and i think it under sold it's sold pretty you know sort sold early on yeah but i think at that time also like i think selling help them get into retail in a big way and you know that's one of the good things about selling these companies is like if you could do the branding you could do the cult online following you can go do the d online marketing side you actually almost want to leave some dry powder for the acquire you wanna go to the acquire and say yeah we're doing amazing and we we don't even know how to do retail you guys know that right you guys know you got you got a buddy you play golf with who does target who does like a safe ways nationwide on the you know you you have the the guy in the rocky mountain region for whole foods he's he's your ex f buddy oh fantastic like you should just buy this and then boom you already have your growth story baked in of how you're gonna improve this and so that actually helps you sell the companies to have that dry powder of sure what can be acquire or do they don't wanna see a lemon that's just been squeezed all the way all the juices out because then it's all priced in dude maybe i'll go to the store like right after this just go buy a bunch of organic and low sugar ketchup ups and see what's out there the like i'll be the first to admit the sugar in there makes it taste so good i mean i'll just eat ketchup up with a spoon that's shit's so good this is the idea okay okay okay i got full last episode it was like what can we do with this marketing budget that will like make for a good story beyond just you know direct response ads this is what we should do with the marketing budget we should be showing it would do case studies basically do a fully open business basically we should show how we would build this business from scratch and southern sam southern sam's secret sauce is gonna be the first place that we start we just we take we take ten grand we take ten fifteen grand and we put that instead of going and saying hey listen to our podcast we actually just tell the story of how we're building this on the podcast and that will make people want to tune in and they'll see the growth and they'll see the success story which is ultimately what this podcast about brainstorming great ideas and then talking about how you bring how you would bring them to life it's definitely interesting i think it'd be fun i gotta go to the store though and buy a bunch of them and see what they're about and see if they taste good but this primal kitchen one seems incredibly interesting i and i would imagine that these do i bet the the multiples for selling these i would imagine they'd be alright right they'd be pretty good because the repeat purchase rate on ketchup up is crazy high i i'd have to imagine yeah i think you can safely sell for you know somewhere between two and four x revenue depending on what your story is so how fast you're growing how big that market is you know etcetera etcetera but i think too even up to five times revenue is possible for a brand like this but yeah well then let me like going off a couple of data points maybe those route outliers that i know about i i'm not yeah i i'll go do some research i'm gonna figure out i'm gonna i'm going after the big catch up yeah exactly we're going after big red and red going after we're gonna after big sugar boy i also think maybe maybe a gum wine you how how about gum you like gum sugar gum most gum is sugar free know it's like the best sugar free gun is better than trident i don't don't we have to go to the next level we have to be like x toll free or trident remember trident remember free you remember how trident is like dentist recommended that's been sugar free yeah well we are and all of who are recommended we're shoes gum if anything you're gotta do gum with caffeine in it there's this guy named now this guy named nick simmons he's got this business called the run gum and it's gum with caffeine in it i was like company somebody lucy doing is that what i is it yeah so i invested in a nicotine gum company i think it's only doing okay gotcha i love nicotine though i i i see here let me show you what i in my pocket right now can you see this i see it's a little fuzzy i see like a vial of some kind what is that it's nicotine lo and it it's a it's like a cough drop you just put in your lip and you just kinda suck on it i love nicotine man is that the same thing as a pouch there's a lot same pouch no there's no tobacco there's no tobacco it's just it's literally just like a mint it's like a mint that has negative that does what why why do you do that to start to quit smoking or to give you a buzz yeah so like i like cigars and so if i could i would smoke cigars all day and so now i can go like two three weeks without a cigar and i just like suck on these things i feel like nicotine does have a lot of interesting advantages and i don't i don't know if nicotine is inherently bad for you in itself i know that the tobacco is so i bumped into this guy on twitter and go to go to its oklahoma or just just google oklahoma smokes have you heard of this brand no but i love it so oklahoma smokes almost like a sister brand to southern sam dick but oklahoma so so this guy was like oh yeah i have this like agency and we were doing kinda like branding for other products and then we launched our own product oklahoma smokes and it's basically it's an alternative thing you could smoke it's like an alternative cigarette and it's got no no nicotine and no tobacco but it's got the form factor of a cigarette so you light it up you smoke it you puff it out whatever and and it's doing really well so he's got like a good amount of traction and i was like wow that's great like you know what's and so i looked them up in the kinda like ad library and i like dude i see any ads he goes yeah you can't advertise for this on facebook or like pretty much any ad network because they don't want you advertising cigarettes even though this is like a nicotine free you tobacco free and he's like so it's all just organic like tiktok basically people just post about it on tiktok and it goes like kind of viral on tiktok and that's where all the growth comes from it's just people organically talking about it on tiktok and do they have that's lick website the website is very nice the branding is great the whole thing really well done and i i i like it a lot so you know maybe smokes maybe we were we work with their agency for for our brand alright we got who they used it's all coming together they are the agency that's what they were doing rush this are they base in oklahoma no i think it's just a brand like the dude was like just like some indian although i would even to dude i born in oklahoma so i guess yeah i guess maybe they do have some oklahoma roots i'm not sure but i think it's a lot more like where do they live isn't this just like isn't that an amazing brand name oklahoma amazing oklahoma smoke it sounds like a band go everything i wanna be a part of yes oklahoma smokes oh that's phenomenal that's a brilliant name right like if that was my nickname you know i'd be a happy man so and they're doing here's their dude look at this company they're doing no nick november so no nicotine november and they're giving a discounts you saw september baby no so this is good i like these guys where do they live you know i have no idea i don't know even know if you wanted me to shout it out everything probably is happy with it but i've never tried it i don't smoke so it's like not a product i would use i just thought the branding was extremely well done and so i kinda added it to my swipe file of like oh this is this is a great name and a great brand here and really cool product idea and challenging you know it's it's doing well but it's not huge because very hard to grow very hard to market something like this through traditional channels so i don't know what they're gonna do you know hopefully this gives them a little spike or whatever but you know i think that's the hard part about a business like that do you wanna do one more yeah let's do one more do you have one or you want me to to pick one here you we didn't do our news thing i kind of hijack long as you wanna chris harrison pick one of harrison since pick one of the two let's do the zillow thing so so the funny story about the zillow thing so says zillow came out and they said hey we are shutting down our i buyer business which is basically where they would just you wanna sell your home boom will give you an instant offer our algorithm will do a calculation and spit out a price you don't have to go through a broker you don't have to stage your house you don't have to do like three months of showing like we'll just give you an offer today you could sell your home today and the idea was this was you know sort of an idea they stole from open door so open door was a startup that was built to do just exactly this instantaneous like instant sales of houses and zillow saw open door growing and vale you and now open doors public and they created a couple years ago their own in in house like competitor they they copied that feature but it didn't work so they got stuck they just came out and announced hey we lost five hundred million dollars this quarter oops we're gonna lay off twenty five percent of our staff and we have seven thousand homes that we need to unload because we're getting out of this business and they're in point eight billion dollars they're getting out of it because they also are getting criticized constant instantly because zillow is what everyone uses to get comps for homes and if the person also buys them you could easily manipulate the price of things so if you they can buy a home in one neighborhood knowing that it's gonna increase the the a lot of different so and it's competitive with their core business so they're which i give them credit for because most companies they wouldn't do it for all these reasons we're mentioning right now they would just stay out and they would get disrupted zillow tried it's not get disrupted to try to add this feature but like their core business basically selling to agents right for consumers they give you price information and supposed to be a trusted source so that's one challenge the other conflict was the main business is agents buying leads from from zillow and if zillow is the buyer that they don't need the agents they are their own agent and so they were comp competing with themselves in many ways so anyways you're getting out of this business you know big kind of what do you call it like a scar from like you know a bruise from from going after this their stock price is just in the shit which is ironic because we're in this group chat where for months like the last year basically these guys have been our our friends have been like pi out oh dude zillow zillow is zillow is a great box yeah brought twenty five thousand dollars worth exactly same i bought i don't like fifty or a hundred thousand dollars worth of it and i'm down big every everything everybody in the group is down or something yeah we're all down like somewhere between thirty and forty percent or something on this and i agree with it i love z i think zillow is the greatest thing ever because to me like what do you do when you're in a fancy neighborhood even if you're buying a home you just go to zillow you know it's a category owner they own it right yeah so so you know zillow it the stock is down big right now the funny thing is open door stock also took a beating so they're down twelve percent just on the news is zillow failed at this people are like maybe open door is also gonna fail at this and then they came out with this god awful did you see this tweet that they did that that open door did it's the worst it's the absolute tone death idiot just you know what the best thing to do is to make fun of them so listen you know what do you remember what biden did when he was running for president what which part forgetting he shut the word fuck up because when you the voice yeah when you have a guy like trump who does all talking and like is his own were sending me you shut up you hide and you don't say a word that's what open door should have done they should have locked up the basement it said everyone is forgetting mention us even though we do this exact same thing you just shut up and that's what they should have done yeah or they should've have come out cocky they should've have come out and posted a chart of how much ass they were kicking and just be like you know this is you know this does this is a hard business or it's not for everybody and then just post their chart of themselves kicking ass at the same time zillow was dying on on the same business but instead i'm gonna read this word for word you tell me understand one percent of this open to just randomly tweets yesterday we're in the midst first of all don't say midst we're in the midst of a generational shift towards a fully digital experience comma with large comma unmet need for seamless experience in real estate period what a circle jerk then they replied to their own tweet with our track record of execution excellence in many years of investment and consumer experience technology pricing there's they're saying words comma technology comma pricing comma and operations comma we are well hyphen positioned to meet consumer demand with a best comma in class product in service open door is open for business we have demonstrated strong growth unit economics and we are energized to help homeowners nationwide with simplicity certainty and speed i saw this and i was like what the fuck the funny part the ironic part is this is done by somebody who's like i their comps their job is calm corporate comm they're a communication professional this is their their actual job you wanna know they they forgot number one most important rule for about copywriting you know what that number one rule is no one cares about you they only care about themselves exactly that's the number one rule if you remember that you're gonna be you're gonna be ninety percent of the way there no one cares about you they only care about themselves it's like when you go to a website and they go we've been in business since nineteen ninety four our pure our our passion is to serve you our dear customers we've been serving customers for a long time and we know that we're gonna have a lot of high integrity when we handle you it's like i don't care right no one cares no one cares yeah exactly the they violated all the rules so what's another rule don't use words like that yeah exactly you talk like you speak right talk like you speak right sorry right like you speak and then use like you know eighth grade reading level you know this is like you know twentieth eighth grade reading level and said none of it none of it makes sense to the average person they also didn't say anything of interest like what do this mean this all this meant was please don't sell our stock please don't sell our stock please please please don't sell our stock we're we're we we didn't make the mistake they did and there were so many better ways to do this so that was i thought so i think the there's this idea so like when i was running the show basically at the hustle my staff would be like we need to change the landing page or we need to change the footer and i'm like well why and they go well because it's been the same forever and my analogy was always yeah but you're thinking about at this kind of poorly for example our office was on a corner and there was a billboard right there and i would say how many people do you think are gonna see that billboard for many many times in a row and they say well most people probably just passing by and i go yeah i would agree with that now of course you and i we've been sitting here for a month now and we see that same billboard every single day so we're kinda sick of it but nine out of ten people are just passing them by and they're seeing it for the first time every time what you need to remember is that most people are not just sitting there they're just parade you know walking by and that's what like open door kinda like realize they're like oh well yeah most people like so they're probably in the thick of this and they're seeing zillow flip out and they're like everyone is everyone's talking about this everyone's thinking about us it's like no no no you are but most of don't give us just shut up just be quiet hide now it's the time to hide yeah so yeah i saw that and our friend did something pretty funny yeah so mo mo ali he he tweeted tweeted out i love this tweet by the way this is just a he's very he's a very good writer a great cock tweet so he goes dear zillow and rich barton the ceo zillow who by the way is badass i'm sure today is a tough day i'd like to purchase all the homes you have on your balance sheet in one transaction is that something you'd consider i will pay cash and close than thirty days no contingencies or financing delays best comma m signing signing off with the initial is the power move by the way i will never ever write my full name again because the initial is so good and this is great obviously he's not gonna buy two point eight billion dollars worth of stuff himself but but maybe maybe maybe he's maybe he's got some strategy here i maybe he's got some money he could tap into i'm not sure but yeah it also just like hilarious tweet in a way to kinda of be out there on twitter and ride the ride the wave of something happening yeah i thought this tweet was brilliant he's a troll and i love when he trolls because he trolls in a very smart way yeah he's a cock control and you know the the weird thing is how do they lose money doing this so like the from what i can tell the like single family homes which is what they were buying seeing family home market is like at an all time high like people from covid are you know there was the great reassess which is what happened during covid but everybody reassess their job they're you know do can i work from home oh wow i didn't need to travel for business i can just do a zoom meeting and actually it works do i need a gym membership i could work out at home i can do i like this job or actually maybe now that i have this break i can i can think about what i really wanna do and i pick up this hobby and you know maybe when i'm at home in this marriage just marriage sucks you know maybe i should reassess that there was the great reassess and during that a lot of people move they move for different reasons if your job is remote you could leave high priced places like california and new york you could relocate other places if you're at home all the time maybe you need more space and you wanna buy you know wanna buy a bigger bigger place with a bigger yard and bigger office space or whatever so people were buying more than ever and they were buying single family homes so people were leaving the cities and so condos were down in inside san francisco and new york like fifteen percent and single family homes were up fifteen twenty percent so i don't fully understand and i'm sure there's a totally logical explanation but you know it's like how did you how'd you lose money doing the one thing that you wanted you were buying and selling single family homes like and i think what they said was you know the price was too unpredictable so we you we weren't able to do well and the other thing they said was there's a labor shortage they couldn't get people to come flip the home so like do the repairs you needed to to flip the homes so yeah i'm sure like that's really hard but that's crazy they weren't able to do it in like a bull market yeah i think it's not it it doesn't make me like them anymore and i and i i'm a shareholder it i'm bummed i guess i guess they should've just stuck to what they did you can hold your stock or you're gonna sell i don't sell so yeah i'm gonna hold okay cool me too alright anything else you wanted to do or we can wrap it up here we'll wrap it up here don't forget to go to what what was the url rate this podcast dot com slash m m as in my first million so rate this podcast go leave us a review if you if you get enjoyment me another the show that's kinda all we ask helps us move up the charts helps us get more downloads go ahead and then we're gonna and we're i think we're we're gonna do one more thing i believe what we're gonna do i'll kinda like i'll say briefly i think we wanna do something where you get we're gonna have a budget of like up to twenty grand a month and the people who create clips for us sean and get the most views will give them a little bit of money a okay i like it yeah i think van or jonathan came up with that okay i like it yeah paid to listen so it's a good deal well you pay paid to chop up clips in in and the in the be creative so kind of a good idea alright alright that's a pod