sam you know what they say when you're on a boat and it's sinking get off women and children first and that's what we're doing with the podcast women and children first i feel like i could rule word i know i could be what i want to put at all in it like a days off on a road let's i have a look a topic i wanna talk to you about have you seen this startup up that's called c fertility how do you spell it c o fertility weird i don't know it could've been a c like you spelled with a k like the asian way i don't know c fertility alright i get it yeah i'm i'm there so check this out you know a little bit about egg freezing but i didn't know much i've never done it i do know there's like a growing trend of this i think basically people are having babies later in life and egg freezing tech has come along and it's also become more normalized i think some companies pay you or we'll will pay for your egg freezing but like just look at this google trends charts so last five years egg freezing is basically jan from you know roughly kinda thirty forty on the google trends to like basically eighty and so it is it is on the rise and that's just in the past i don't know couple years two three years i think last year twenty thousand women in the united states chose to freeze their eggs so still a very small number so for like the eighteen year old men who are listening to this podcast for me six months ago what these egg freeze what do what do you mean so egg freezing so i guess i guess i i i actually don't know the difference in terminology but i know from experience there's two ways to do it one a woman just freezes her eggs and then when she's ready i don't yeah i guess does feel like we're having the talk like whatever each other very much lots the these i was a per i i was a participant in this and so i guess you could you could freeze just eggs and then eventually when you like meet a husband or you meet someone who you wanna like mix it with you mix it and they stick it outside the women and then like nine months later hopefully she has a kid the other way you do it is he freeze embryos which is a process that i went through which is awesome but every like leading up to doing it i have to bring my sperm to the doctor like thirty minutes after getting this sperm out of my body and you just have this ultimate look of shame and i remember my wife and i have debated what is more embarrassing and shameful like when a woman has to go to a g college or when a man has to like donate sperm it's like it's like a son comes like i haven't seen him in a little while and he's like a three year old and he just comes out of somewhere and he'll be like i did a bad thing it's like yeah he walking me in the hospital holding a against sperm it's a it's a horrible like experience and so like yes i so that's what egg freezing is somehow we made this about the dude sign of things but i think for the women it's a little bit harder they have to like literally this take shots and like harvest the egg it's think a very hard process on your body anyways it's also very expensive so i think traditional egg freezing one cycle is something like ten thousand dollars and so there's a startup c fertility what they came out and said was hey free egg freezing how is it free right and it says by the way they had like this billboard or this ad which was it says the best time to freeze your eggs is often when you can least afford it that's why we're making it free and i don't know if you ever heard that phrase if it's free then you are the product yes basically wow the biggest version of this so what it's doing what they're doing is they're like we will freeze your eggs for for free but we keep half we we give back the ice and this sounds a little crazy when you first hear about it but i actually think this is pretty smart what they've done is they bundled together two things they bundled together egg freezing and egg donation so some people do donate eggs they get paid for it and they're willing to do that they go in eyes wide open and they choose to do that that's great because other people need eggs and so they bundled it together where now you can you can get free egg freezing if you bundle in and agree to donate half the eggs up upfront and on the other side they go and charge people who want eggs and they charge them thirteen thousand dollars at thirteen thousand seven hundred dollars to as their match baking fee to get you your eggs and so i think this is a pretty smart and disruptive model what do you think of this idea insane i think this is insane i not a bad way necessarily i think it's a bad way for me i don't wanna do that but i think that the whole process of that that i went through that my wife and i went through i think it was like something like sixty thousand dollars and her insurance paid for it but if you can't afford it you're screwed this is pretty wild do you think this could actually work as a business i think this can totally work i think there's a lot of people out there who like you said they don't have the extra tens of thousands of dollars to freeze their eggs and so if if your options were don't don't freeze it or this free option but you're gonna donate your you know some of your unused eggs and you'll know that they're out there in the world i think there's a lot of people who will take that and i by the way i think that because this is controversial it's gonna get so much free press like there is something almost strategic in doing a a sort of controversial taboo almost an naughty idea and you will get article after article online argument after online argument and all it really does is it pushes away the people who were never gonna be your customer but it educate the people who actually might be your customer because it's gonna be so noisy dude let me tell you a related story so she said i could name her name but you and i have a friend named kat and well she's i'm really close with her i don't know if you're close to it i think you've just met her once or twice her and her wife wanted to have a kid and it was and although she's successful she's she's a frugal woman and it was really expensive to do this and we all have a mutual friend david who's this wonderful man he's like a six foot tall good looking nice smart guy and cat and her wife emily we're like david would you like to you know could we get some of your sperm and have a baby and they looked into like some of this egg freezing stuff and it was really expensive and they were like can we just kinda do it yourself on this one and so they didn't have sex they didn't have sex but he would come over in the morning like when they were o obligated and he would do the deed in the bathroom they would get the sperm and they would just kinda i guess i had like a do it yourself kid at home weaker yeah i like a i don't know like and they did that in the very first try check out pregnant now she's got a beautiful two year old and wow it worked it's a like free lunch what what have what did day we get out of this nothing he just he's like he's like dude it it's like on paper this that's how she's a great marketer did she is a great entrepreneur and a great marketer she convinced this guy to do this for free yeah she used her her marketing skills well they have a beautiful kid and he's like the uncle and his parents sorta to act like a mixture of grandparents and uncle and aunts and it's like a wildly awesome relationship and everyone's happy with the ordeal and so this whole like c fertility thing i think this is another interesting solution to the same problem similar problem what's the what's the slogan for austin i don't know what is the keep austin weird austin weird jeff weird part out there they kept that weird if i told you this solution like oh it's as possible you'll would be like that's crazy these three people it's i guess it's a threat i don't know what you call this it's perfect it's like the most harmonious relationship i've ever seen yeah sounds actually very healthy to be honest it's very healthy so i like c fertility did they raise money i i you know how i'd think they raise money they have the like you know when you see somebody who goes to the store and buys a new outfit and you're like you're looking great but like can't really put your finger out what's new about it and then you see the tag on their jacket still you're like oh this you got a new jacket that's what you went shopping got a new jacket their fonts are all the fonts of like a red ant brand or you're like oh you launched but you paid for fancy branding up upfront you got a font that i can't find on font dot com in the free section and so i know that they got some money somehow how to do this this is pretty cool would you do this yeah why not that was it's hilarious that like on this huge life decision i was like why not and then for the first time in my life my brain responded with several reasons why not to usually why not is met with nothing so they they did some i was reading some study and it said that eighty three percent of egg donors share that they would donate again and only two percent regret their decision which forget about you know surveys i think are are often prone to just like finding data that supports the point you want but i do think it's an interesting that's an interesting statistical thing which is what percentage of people regret x decision like i would love to see a list of life decisions and then the regret score you know for example bernie burning is this thing that i've been on the fence for for like eleven years even though everybody i like and trust in my life who goes is like it's the best what are you even talking about what's the decision just go and i don't know anybody that's regretted personally in my life i'm sure there are people because there's like a million people like go every year but i i just kinda wanna see from life decisions the the regret percentage for each thing i think that would be very eliminating for somebody who's trying to make good decisions in life don't you think wait so why haven't you gone to bernie mann i'm scared of drugs yeah same but you just literally said no one that you've met has regretted it and when i tell them that they're like so then don't do drugs i'm like but i thought that's what you do there and they're no that's just one of many things you don't do drugs my what kind of door ass course was that and then i'm like okay i'll i'll think about it this year then i'd go home and i'm like i'm still scared drugs i'm not doing this my square friend like my i'm straight edge so my other straight edge friends and his girlfriend they're like hey we went to bernie me burning that it was awesome you guys i wanna see some pictures i was looking at pictures and swipe with their phone and it looked a little bit normal a little bit normal and he's like sitting over my shoulder like yeah this is this cool guy we've met like there's a cool van that we saw there's us just like doing this and then there's a picture of him butt naked like with a a full frontal photo hit with his arm over her who's also naked and they're just like smiling and then he's just like yeah there we were like celebrating this thing the weather was great that day yeah and just swipe was like okay and i saw that i was like i don't know man burning might be the scariest words in the english language do you wanna see some pictures from my burning man trip it's like you know right before you go to six flags and they put the the the the like roller coaster thing and the thing comes down to clamps you in that's that's how i feel when somebody says you wanna see the pictures burning that this year i wanna do another parenting one before i get to the parenting one can i do a quick little thrill the shell thrill me baby this is something i'm am i'm proud of so in hampton we have access to like a thousand founders and we've been doing these really cool surveys where we start by the way hampton it's my community for ceos average ceos doing about twenty five million dollars in revenue you guys can check it out and you apply we interview everyone fun fact my partner joe and i watch one hundred percent of the interviews and we're the ones clicking the approve or deny button so like the harvey weinstein of the of the process which say no i would not say that i would not so check it out join hampton dot com but here's what's kinda cool we did this survey and i was like let's do well where we like ask all these people all these questions like you know how much money do you have what your monthly burn all these questions that people are embarrassing to have it was cool by the then we we're like let's actually do it by industry and so we're doing it by software we're doing it by all the different industries so what other industries other their software marketplaces health stuff we just did one on e commerce and if go to join hampton dot com or just search just actually this is easier look in the youtube description or just google join hampton and then blog and you'll see our blog and you'll see all of our reports did we did this thing with e comm owners but we asked them all about their revenue per employee and their how much profit they're making how much they're paying themselves things like that did you see that thing we released what was the revenue per employee i'm curious dude it was pretty good so let me read you off some of the wow what a satisfying answer thanks i'm gonna read i'm gonna this chart says pretty good yeah dee it just says dee i'm gonna read these i'll i'll i'll read you off so we had about fifty people reply the average revenue of the responder was twenty five million average revenue per employee one point three five million the average founder paid themselves three hundred and eighty five thousand dollars a year net profit has grown can consistently over the last couple years and we break down each company's net profit and shockingly i guess this isn't shocking to you or and i fucking meta dude it's still the best platform for buying ads for com dude it is except for there's a couple people just dominating on tiktok shops right now but let me ask you something on one point three million of revenue per employee so right so one point three million of revenue per employee i would say that a good commerce brand is doing twenty percent profit margins on that before taxes eb eb margin and i would say the average might be between ten and fifteen percent so let's just do a little math so one point three and let's just use the fifteen percent number what is that a hundred ninety five thousand dollars and so i would guess the average wage might be a hundred for these e ecommerce store with maybe a hundred twenty and so roughly fifty to seventy k of profit per employee and so that's why the t and final slide of this presentation where we go through all the numbers just summer sucks it just says don't don't but if you're listening and you are into e ecommerce check it out just look up you go to join handed dot com slash blog or as just search hampton blog and you'll see all the reports there or in the youtube description now can we talk about something that it was your idea get to cover this person and i'm now obsessed with them who's that person doctor becky doctor becky i love doctor becky i more so love the idea of her than maybe i actually love her explain what you who she is and why you lover her i'm gonna give you like the two minute breakdown of who she is so doctor becky i believe her real name is becky prince now her name's is becky kennedy grew up at scars new york which is like a really nice suburb in long island on long island it's like forty five minutes outside the city she had a bunch of issues as a kid so she had like emotional issues that she wasn't sure how to handle eventually that developed into an and she starts going a therapy at age eight or nine gets obsessed with therapy goes to duke and columbia to study psychology and then starting around the pandemic so two thousand twenty she just starts doing this content on instagram and it i looked at her first post it feels like very impromptu so it's like her just kinda actually like this setting or like you you're setting next to a wall just with their camera up answering questions about parenting of which she studied at duke and columbia and it takes off and one of the reasons it takes off is she's very charismatic she's very cool looking she's got the it factor she looks like someone who you could trust and she grabs your attention nicely although it's sort of like andrew's lieberman where he's not doing anything like thrilling but there's something about their personality and the way they look where you're like i just wanna trust and listen i trust you just trust this person yeah i just wanna listen to you now things kind of take off and she's like let's turn this into a thing so she creates this business called good inside and it's a community where you pay three hundred dollars a year and you you get access to like this area where you can talk to other members and you could ask questions and they also have a bunch of she calls it good inside clinicians but people who i guess who she's trained who are talking and answering different questions and now it's a thriving community behind the community you also can see videos of her things like that and by the way do you know who she partnered with to start this business i do i just found that out right before this pod did you catch that i was like erica be is that a common last name or is this scott be wife and it turns out it's scott be wife no way scott be one of the pod scott be yes scott be who's now the chief product officer at adobe i don't know if he's actually been on the pod but we both admire him just a wildly successful cool dude and that's her partner and did you also know that they've recently raised ten million dollars for this business good inside no way i did not know that and this is only like a few years old i think it's like three four years old but you you missed the headline the headline of the story is the product this their product good inside has about fifty thousand paying members so they're membership communities probably doing around thirteen fourteen million a year in revenue giving parents parenting tips parenting advice from two clinical physicians and mothers right that's kind of amazing and this is amazing it's an interesting market there's actually a bunch of so i don't know if you ever saw taken care of babies you do you know who that is no what's that one so if you just get her her her name is cara and then her handle is taken care of babies we had bought her course like for a hundreds of bucks when i had my first kid and she has basically like a sleep training course oh train training baby to sleep without without crying it out i did tour i bought a hundred dollar course i sat down and did i looked at it i watched it and i was like yeah we're not gonna be able to do that but either way it was good material and there was some good insights in it and basically the funnel for these is all the same free content on instagram or youtube and then basically like they're just building trust on instagram really where it's like here's who i am here's what i do i'm gonna put up stories and tips every single day they build up trust trust and then they have the free or sorry they have they paid either membership or educational product underneath of the info product taking care of babies was making somewhere between ten and fifteen million dollars this was not even like a company this is like her ten to fifteen million dollars a year in revenue with fat profit margins because she was spending nothing on marketing and basically had no you know small team or no team and and then she got canceled unfortunately she got canceled because she donated to trump of all things like pretty crazy reason to cancel somebody but the mom sort of in mass unsubscribe and in all the mommy groups on facebook they were like we're not gonna support her if she's gonna support trump so she kinda got knocked down a couple of peg i think she's still out there doing fine but but when like the trump people be like yeah i'm mean even harder well i think there's probably some lien in the like who uses these products and who pays for these products which is like maybe more coastal moms and whatnot like it might be skewed in that way i'm not sure but but you're right it it it doesn't fully doesn't fully make sense but remember reading that there's other ones ben had bought this one called big little feelings i think they sold two hundred thousand courses at an average of a hundred dollars so twenty million in revenue turns out mom influencer great career great career if you could pull it off and it's a very simple career not easy to do let put that put that way but very simple free content on instagram lead to paid thing but obviously these people have expertise maybe they've been a a dual for a long time or they're a clinical physician or there are a clinical psychologist sorry they they have to have some you know expertise or authority in the domain but you know one of the things i really liked about doctor becky content by the way is i think intentionally she makes it relatable so she's not wearing a lot of makeup she's not sitting in front of a very well produced thing which of course they could afford it at this point but she'll be like on the go to pick up her kids from soccer practice just take out her phone when she has the impulse about some topic and say it and i think it makes her feel like the kinda of relatable but aspirational mom who like just finds time doesn't have time type of thing and i think there's something strategic about that that that's pretty cool so that's what i wanted to bring out so doctor becky is i think a very very smart woman and i think she runs with very smart people because i was looking into this woman a little bit and this sounds like i'm hate i don't mean for it to sound that way i'm a big fan of this person and i think they're the real deal i think that this is far more put together than it appears to be it tries to look like it's kind of thrown together and and it's this thing but doctor becky lives on the upper west side of new york where a eighteen hundred square foot apartment is typically five to like seven million dollars and she also like went to the best schools she's from scars which is a beautiful fancy community in new york i think that she runs around with you know people like erica be these people that are top notch top at their game and they i think that it was definitely like a gonna do this and we're gonna do this and we're gonna do this not oh what thing just happened to turn to this to this so this like she's executing this plan perfectly and so right this again this sounds like i'm being negative i'm mean i'm not i there's nothing wrong or unethical at all about any of this but it like i think this is like a perfectly executed plan is what i think it is yeah i think for most content creators it starts organically right because you don't sit there and think and now from scratch i shall become an influencer with millions of followers it's not he did alright i don't think he did i don't think dude we can see if i could like let's scroll all the they deleted old post all the i already found the old post they've been like i i i i looked out on youtube like they're like there aren't that many old posts and here's what i think i think that had you met this woman ten years ago like it would have been very you could have just had a conversation with her and be like yeah i think you got the a factor like this is like a type of person who i see her talk talking and i'm like dude it's very obvious that you've got like whatever these popular influencers have let's just put a little bit of money behind this and try this do a thing well i like that you've gone coffee along this one you're like hey wait pop pause that frame that's over in the background she's friends with oprah you're like if i try to find the thing i think my my personal belief i don't think it's plot it but i do think it's strategic meaning i think there's a lot of to make something look effortless to make something look authentic and and and and real it actually takes some effort to make something look effortless and it takes some thinking to make something look off the cuff in a way right and and often it's not that you're manipulating people but it's you're intentionally saying no to certain things that would ruin that vibe that would break that trust that would break the fourth wall or whatever and so i do think that they've done a a a great job of that like you know there but there is the negative version like i think remember those stories about sam bank freed where they were like hey you know you're gonna meet with whoever this investor today and they're in the boardroom and they're like sam you look good he's like thanks and they're like no like you need to you need to look like a like you need to look like a do and they were like get this man some shorts and like somebody ruffle up his hair making it look like he hasn't slept in six weeks and there's a there's an article that basically was like we basically knew that people pattern match and if we can look basically like zuckerberg and a bunch of other like kind of prod who are awkward who don't know how to dress who they have these weird personality quirks okay let's play up that he's vegan let's make him drive this car right like there was intentional choices along the way to either make them look more like that or prevent anybody from polishing up those rough edges they're like no rough edges are key let's keep those and actually let's put those front and center yeah and there was some there were stories that came out it's very rare for those stories to come out because even the people that pull it off they they never have any incentive to come out and like acknowledge that it's only when somebody has a complete downfall that his closest confidant come in betray and be like yeah that actually happened by the way i am not remotely implying you got sam bacon freed this woman are even at the same i'm not all i've upset i'd like this lady i trust her and eyes i think we're wonderful an insight to her hand party this so right what i'm saying is i think that she's just a shark when it comes to business which is not something that would you would necessarily want to portray when you're trying to be a a mother expert i'm on board with becky i think he's the best so i i'm on board what is there any niches that you think are interesting other than parenting for this model because this model is the most basic simple model explain the model what do you mean by that so the model is well i don't know why they raise money for this because typically you don't need to with this model but the model is we'll use andrew lieberman as an example so or we could use what i've done whatever but the model is you get popular on the internet and become a thought expert and then you get popular times you're having a blog sometimes a podcast sometimes in social media and then you create a community you create a community that is something like two or three hundred dollars a year and you try to get as many people as possible and then you also host events that cost money and then you have courses that are between one thousand and two thousand dollars something to upsell because you want your pricing to be something cheap a little bit more expensive and a little bit more expensive and then you just focus on getting more and more popular and train this business all around a lifestyle an idea for her her idea is what's it called good inside i think that's like her it's like that's like a thing she teaches called good insights for other people like there's mark sis who did this with good apple which is about like a a health company there's a lot of people who have done this in a variety of niches where it's thought leader blog book course community and then like some type of higher tiered membership yeah definitely like miss excel did this with just teaching people excel excel expert cray free content leads to courses leads to info products leads to membership i think this playbook has been out for a while and by that i just mean to say i don't think this is i don't think you have to do the figuring out all you have to do is the execution which is nice in a away but it also means it's kinda competitive it's not as easy as it might have been if you were early in the figuring out phase but you could definitely do it we've done it in a way we just gave three examples in the parenting niche that have done it miss excel has done it there people have done it in the you know the v shred type of model that have done it in the guys body building what's v shred v shred you know you don't know what v trade it is no what does that involve like the v of your abs yes it you has the dorado body baby you want your to you want your upper body to be shaped like an upside down radio you don't know who v shred is that blows my mind dude let's v is the perfect intersection of dude shirtless successful businesses and internet affiliate marketers i can't believe you don't know who this guy that is your that's your venn diagram sign me up you don't know who v shred is oh my god alright so let me give you a little v shred story so you've you do know this guy as soon as you see them you're gonna know this guy i i'm on his website i have i i don't i've never seen it before my life basically this guy was super jacked guy who then has runs facebook ads you click the facebook ad and it takes you down a funnel and his funnels are pretty like well known in the internet like marketing niche because it'd be like a v shred click funnel and it would be usually a quiz and it would take you through a quiz of like i'm a guy it's like do you wanna get jacked or get ads and you're like oh man i it's like both it's like give me both and then you're like what holds you back is it you know eating poorly you're like it is eating poorly how'd you know and then you just keep going down this funnel it's like i'm gonna give you a personalized thing and then it gives you a personalized thing and he pay ninety nine bucks for and he basically ran this funnel and made like i know how much money to get but i'm pretty sure i ran up one point this is like nine figures but i think i might be mixing up kin body and v you're right i'm looking at v shred and some like there's some stories saying in done two hundred million dollars in revenue yeah so how look this blog was how v shred use a quiz funnel to drive two hundred million in revenue i don't know if this is like legit or not but in twenty twenty twenty two they had five million monthly visitors on their website and god yeah this guy just basically dominated with with facebook ads for the the health of fitness niche now what he was doing was he was using ads he was still an influencer but he was like cool i'm gonna pump ads and i have this like funnel that was basically there a simple click funnel in the world like you go there literally we could show this on the screen it's a progress bar and then it just says are you your man or woman and you know it's like simple like a or b type of answers and you click you click you click and then you kinda wanna see what's the end here and then they'll show you like at the end it's like before he sells you the thing he shows you like five transformations it's like here's this nerd now he's jacked here's this fact guy now he's skinny and it just shows you like five transformations and then it's like do you want that shit or not and then you buy it imagine them just describing it at their meeting like you did so gonna show show a nerd a fat guy and then we're say want the shit or not so where are we gonna get a nerd take your shirt off right now go ahead and take church you you're the guy do you wanna talk about this guy isaac yeah yeah tell the story okay this is like a full this is a full circle story so have you have you seen he's seen what the guy that guy isaac doing the guy who we talked about his mini katana brand what's his last name i have no idea what isaac last name is isaac mini katana guy i sword guy and we talked about it before because he had taken a a product that was super niche literally katana like like i don't know japanese sword award is he sent me one yeah they're called mini katana by the way this thing is like six feet long so not many nothing many about it no is my wife was and we got this like giant sword in the house now i'm like i don't know it's supposed to be small i i don't what happened and they couldn't run facebook ads or google ads because you can't advertise weapons and so what he did was really smart was he basically got content creators to make cool he he turned his disadvantage to his advantage his disadvantage was i can't run ads his advantage was i sell a cool product swords and there's a lot of cool content you can make with swords and he just used youtube and tiktok viral many times and he built it up to like ten million or so a year basically like you know ten ten million to twenty million dollars a year in revenue on the katana brand but of course surprise surprise there's not a lot of repeat purchase in the sword niche right like you're not you know there are some collectors but for most people most of people who don't wanna sort of the people who wanna sort you might just want want you might not wanna fill your house with swords so it was not a great e com product but what's he switch on before you get to what he's doing now you've missed a few points about isaac so isaac i listened to a podcast with them he was like he did post mates and like freelancing and things like that and then he's like i'm gonna start a business and so he was like yeah we can't like you said we can't advertise but you didn't say how big his channel's got so basically he was like i'm going hard on content and so he gets up one billion views a month across his network of of youtube channels and so his main channel in youtube which only launched in two thousand twenty two has eight point seven million subscribers and five oh like and billions of views and this is like not their main product their main product is the swords and they're just using this as marketing but it's they knocked it out the park it's an incredible example of marketing i've used this i've i've used i've learned some things from isaac and used them in my business that'd been very effective and it's a just a different way of thinking about marketing so but what he was doing was he would say alright how do you sell them any katana you can either go to people who already are collectors that's a really really small market you go to people who might be interested why because they have interest in anime and and different like interest overlaps where do they hang out okay they hang out on tiktok and on youtube alright cool how do i actually get them to want my product how do i build desire for my product and what he did was instead of saying here's the sword here's the features here's how the handle looks here's how sharp it is whatever he's like do you think i can cut this bullet in half if i shot a bullet at somebody at this ninja do you think the ninja could cut it in half with the sword and that video has like i don't know ten twenty million views it's like i an insane video where a guy literally chops a bullet in half as it's flying at him using a sword and then he does another one where it's like which is kinda of like a weird that's like a weird thing that's like saying like if you punch me me saying like told you my face could stop that like like the bullet abe at the sword for japan yeah as you bleed he also did one that was like another marketing thing i really liked of is was how do you not mention the product in a way that drives the comments crazy so he started a video that was art not he but like one of his creators started a video that was like a cooking a steak so you think it's a cooking video and it's about a steak and then they put the steak on the on the cutting board and then they take a giant katana and they cut it into slices but they never mentioned the katana and every comment was like are we gonna talk about him using a actual sword to come stay what what the hell was that and the comments tried the viral vitality and it was if he had said now watch me use this sword people wouldn't care it's when he didn't mention the sword that all the comments have to talk about bro can what do you what is this and it's that type of social engineering that i think was really really smart all he needed was a better product i think he might have a better product now and so he he starts to sit down and he's like alright so my business got to like ten or twenty million in revenue that's not enough i wanna go to one billion and so he shared out he goes in late two thousand twenty two i stepped back and i said i need to hit a billion dollar company right i wanna make a billion dollar here's my five requirements with the content playbook give us an a severe unfair advantage does the does it have a huge tam meaning could a one percent win be a massive outcome is there some is this something that i'm personally passionate about does this have a mo sort of like mini katana store already had which is like making swords are really hard so if i can figure that out i have a moat and then finally the product doesn't one hundred percent rely on marketing because i want tailwind i want i want to like catch wait and so he said what can i launch that fits that and so what did he launch he launched a freeze dried candy brand called ka foods and it's basically a candy brand and it's i i don't have you ever had freeze dried candy i've never ever tried this i i don't think i've had this yeah i don't really know what it is alright so here's what a sense freeze dried process removes all moisture from the candy leaving behind a perfectly crunchy treat so i think it's candy that's crunchy like a chip basically and light so it's like a gummy bear but it's light yeah yeah exactly so it's like just the sugar and so he by the way this is a great example of one of the most valuable insights that i ever had on the podcast when alex for oz came on the podcast long time ago i don't where this was his first came on like three years ago and you know h puts out like you know a metric shit ton of content every month and i don't consume all of it but this one thing he said to me three years ago on our podcast has stuck with me and i've repeated it to myself and many others i actually told isaac this and a party once when i was talking about dude you are doing ten out of ten execution on a two out of ten opportunity this is the advice i needed to hear earlier in my career because i started a restaurant and i tried to do all the coolest shit in the world and i tried my hardest and i was trying to bring ten out of ten effort and i thought i was a ten out of ten talent but i was going after a two out of ten opportunity and that's what h said that he the i see advice he got from russell b about his jim launch thing they were like dude your you're an amazing marketer but you're just using your marketing to launch brick and mortar jim chains one at a time a couple of a year maybe what you need to do that's you taking ten out of ten execution at a two out of ten opportunity brick and mortar small scale boutique gyms instead what you should do is take your marketing playbook and go sell it to every gym across the country that's the ten out of ten opportunity similarly you just the last segment we talked about with a doctor becky taking her her expertise in children if all she did was saw five five clients a day as a clinical child psychologist or whatever it is that would be a smaller opportunity that what she decided to do which was make a media product that scaled to millions of people and then charge you know a membership fee and make thirteen million to fifteen million a year on her membership fees right that's a same skill set bigger opportunity or same person bigger opportunity i think what isaac done is he's taken that ten out of ten content playbook that he really like mastered and he switched from going to a a one i would actually give the sword thing like honestly a one or two out of ten opportunity and now he's going for like you know a sort of a five or six out of ten and six out of six or seven out of ten opportunity because he set it right he might have had a hundred percent of the mini katana market before and it'll be smaller than him getting half a percent of the of the candy market or even the like alternative candy market in this case what did you do with your mini katana it's sitting right over there on the wall in my honor in a case just in case which is the problem with it which is the exact problem with that business is a mine through the same thing it's just sitting there and i showed it the three people i'm practice every day everyday what i supposed to do and so did he shut down mini katana i have no idea but he should alright just light it on fire there the dumpster and hope no one finds it with that whole business it's honestly an underrated an underrated thing is the art of quitting like your whole life you're told not to quit and you're told that perseverance is everything well quitting like everything it it wouldn't exist if it didn't have a function and there is a function to quitting things and you know it's easy to quit when everything's failing the hard thing to quit is the slow burn of mediocrity right like the thing that's not taking up all your attention but it's taking up some the thing that's not totally working in achieving your goals but it's not totally failing it's that middle zone is the danger zone the things that are obviously failing are easy to stop we stop them no problem things that are working or are easy to keep working you just shouldn't stop them it's the things in that middle zone that people are very very bad at quitting and if i had to give myself a little pat on the back this is the one thing i'm good at is being pretty ruthless about things in the middle zone like i had a venture fund that i was doing i i had a rolling fund it paid me very well and i was deploying i don't know close to ten million dollars year to invest a startups it was it was good but it was in the middle i found better investment opportunities outside of that but it wasn't so bad that i needed to stop and i could've have just let it chug along and eat away at my focus and instead just made a ruthless cut and said i'm stopping this and when you stopping it i'm stopping it yesterday it's done now i'm just gonna stop it now that was a good time to use a a line that i i think we should make our line which is not to toot my own horn but beep beep you gotta say like that dude have you said that on forward except from something that's an m is special dude once of while you just get me like you make the laugh in a way that very few people can baby be laughing it is so funny that it oh my god wow give yourself a lot too beep that was good i don't wanna do the fact guessing anywhere i wanna end it in last that's an m special isaac i think you're awesome man sean i think you're awesome for being to quit beep beep but doctor becky even though i was sounded like i was being rude i think you're also awesome beep beep is that is that the pod that's it that's the fun i feel like got rude wear i know why i could be what i want to put at all in it like a days off on a road less travel never looking back but