really here's here's the the hook okay so this is my billy of the week we just have a billy week theme song i don't if we still have which just dig one up or get ai to make a billy of the week jingle folks million dollars isn't cool you know what's it's cool a billion dollars okay so i i let me tell you how i got hooked on this i read the story in the information and i don't really read the information normally in fact i can't read i don't buy the i don't pay for the information but you know like it gives you the the preview and then it starts to saying by the way the information dot com yeah and it and it fades it totally gets you hooked it gets me hooked but i'm reading the fading part and as it's fading away there's a line that just caught my attention and it goes it's like residents of the small town in idaho we're complaining because suddenly dozens if i know like you know dozens of private jets were suddenly flying into this private airport and you know like basically like armored vehicles were showing up they're wondering what is going on they called the mayor and they're like did something happen and they're like oh it's just thomas toll who's that exactly who's that and then it faded out and i was like oh i have to ask my friend who's got an information account to boot leg me a copy of this story and so he did so this guy is i think kind of a legend he is a cell stealthy billionaire he starts off his career in laundromat mats shout out to cody sanchez to then shifts to auto repair shops then shifts to buying small accounting practices and does it say a roll up and ends up with five hundred worldwide locations for his accounting thing they he put i put it all under one banner like american financial services or some shit like that and i know like private equity background just like a blue collar he had he had worked he he first was blue collar then at some point he gets i don't know he he did have a like a stint in private he learned a little bit about the private equity business either as an intern shape or something else but i'm pretty sure he quit college or just like was moonlight while he's at college doing the laundromat thing you know grows up single mom you know doesn't have a lot of money so he's he's basically like i need to fill a need so he's like okay start with laundromat okay this is not a very good business but like gets me going and he's the the whole time he's kind of a data nerd so even with the laundromat business he start starts buying these washing machines that can do surge pricing so it's like when there's more demand the cost goes up he's like why wouldn't it do that all the rush comes in at one period of time that's why when i need to make money and so you know he's a little bit of a data nerd and he ends up becoming famous because he takes that same data philosophy and he applies it to a business that never had it which is the movie business and so he does what's called money ball for movies so the money ball strategy that was famous for in baseball to find undervalued assets and to build a team construct a team with like you know sort of the using data as an edge rather than these old school scouts that are you know spitting and sunflower seeds and looking at a prospect and being like i like is ass you know like let's gonna he's got something i always trust a guy with big ass you know like it's like what what are you talking about he's like seen gets on base a lot they're like no he's too fat never no never make it they're like i don't know it seems like you got some strong loin yeah or be like he's got a strong job yeah i think he's got star potential it's like okay he'll be a leader in the club house alright great and so money ball was basically like forget that side of thing the qualitative let's focus on the quantitative so this guy does that for movies he creates legendary entertainment which is the movie production company the movie financing company that finance and produced movies like the batman series so the dark knight all that stuff batman begins three hundred the hangover on and on and on now recently dune and so he builds this thing up sells it for three point five billion dollars to the richest man in china and this guy just like fascinating so like the whole journey from laundromat mats utter repair shops tax firms then has a dinner with a guy who's like i think he's a movie exactly he's complaining about film financing and he's like how does it work there and it was basically like the old you know the baseball scouting thing like oh this actor you know we like this plot blah blah blah and he's like do you guys do any like data analysis and he's he realize like they don't have the money side but they also don't have just private equity he's like move the movie business as the largest industry that doesn't really have like a private equity focused firm that's what i'm gonna do i'm just gonna bring the capital i'm not gonna be the i'm not gonna have the full production system i'm not gonna have the distribution rights i'll just bring the capital and so what he did was he partnered with warner brothers so he he to start this business he raises five hundred million dollars which he's like this is the hardest thing i ever done was raising five hundred million dollars for this thing wow and he's he goes in and he partisan with warner brothers he cuts a deal like we're gonna c finance thirty movies with you but here's the deal we're gonna basically build up a data team that's going to figure out which movies we should bet on and which ones we shouldn't and more importantly how we promote them so i thought this was interesting because in most of the articles i read about this guy they're just like it's like the hand waving it's like and then he started legendary entertainment and sells it for four billion dollars like what how did this guy with no background in the movie business create this company how do they produce these hits and like what was he doing differently and do you know what he was doing differently no no keep going so so there was two or three insights so the first insight you had was bigger is actually better so there's this romantic idea in the movie business about like in indie indie films and like let's go back to quality just like real just genuine scripts and all this stuff and he's like most of the movies that fail are these like mid market movies that kinda cost like a medium amount of money but they don't have like guaranteed slam dunk people will watch for this one reason like it's got the superhero it's got this a list actor whatever and he's like they're making the plot too complicated that it only appeals to like an intellectual person he's like we need to have movies that have like commercial appeal it should still be elevated like he did inception and he did dark knight like there's still great movies but like dark knight is still like batman and inception still has lunar leonardo d cap right so he's like he's like yeah i'm gonna have some things that i could take to the bank to actually under write these films better that that's the first thing was like they need i need to go for bigger budget films that have like a headline reason that people will have to go and pay for to to go watch this movie so he leaned heavily into ip so like licensed ip he also leave heavily into like mainstream actors and directors and he did a a ton of great stuff stray out of compton the but with dune one and two inception the hangover which was huge watch my in dark night just by way great movie still a hard business i think they they only they've only ever had two consecutive years of profitability or something like that like in the like ten year run it's not like every year just year after year they're hit head of bang but the movie business it's a hit business so when they hit they hit really big in those years that they hit and other years they might lose fifty or a hundred million dollars but then when they hit they hit five hundred million or or billion dollars of of net gain and so you know anyway sells the business of his first movies was was beer fest you're told me that wouldn't the hit yeah so you know the big thing was they they they found christopher nolan prettier like he turned out to be like one of the best directors period and like he was kinda unproven at the time so you know it's not all not all easy second thing he did though was he's like china how do we make movies that have international appeal specifically appeal in china and he's like china's is a big market and there's like a lack there's like a lot of demand there's not a lot of supply of american films that can cross over and so he's like we're gonna be international and that's gonna be one of our edges so he's like alright i'm gonna i need a simple minded plot so i need a it it could be well done but the plot needs to be simple good guy bad guy right he's like for most of these i need something that will transfer into china past the language barrier and just have like simple appeal like batman has simple appeal and so and then he partnered with a chinese company a joint venture with china film which is like a government owned public state company for films like we're gonna bring the movies and we'll do a fifty fifty jv with you over there and so he cuts the right deal there and it has the right distribution there then so that was the second good thing it did the third is the data analysis the money ball side of things so i didn't fully realize this but in both video games and movies you might if it says like you know this movie had a a two hundred million dollar budget that's the that's the amount they might have spent on making the film but then guess how much they'll spend on marketing in the film i have no idea another thirty percent more another hundred percent more or a hundred fifty percent more so if they spend a hundred fifty million on the movie they'll spend another a hundred and fifty million or two hundred million on the marketing of the movie so each movie each movie is like a like a meaningful sized company that lasts for three years oh well sometimes longer right if you gets syndicated it if it has like long term like it's good i mean the actual work though the work of making it and then marketing and i was almost it's it's like a presidential election same thing with grand theft auto they'll spend like five hundred million dollars marketing grand that grand theft auto it that's insane he's crazy that's insane big video games a aaa like video games they'll spend hundreds of millions on their mark so they'll usually like double the the amount they spent on making the thing and so you know what else spends that much money on marketing every d brand and what he realized in the same way that like what d brands did was they took the money ball approach and said if a p in gamble is just like doing these like random like to sponsor the super bowl and like let's just take tide and then or let's take you know whatever old spice and we'll just run funny tv commercials and like is it working i don't know right the old adage with tv commercials was half my budget does nothing and half performs problems i don't i don't know which half and you know that's how brand advertising worked and then what happened is that guys like boys came in and built native deodorant and they're like fuck the old spice model i don't have enough money to do tv anyways i have to do the money ball approach i need performance marketing where i can measure every dollar and attribute every single purchase to which ad i ran and how much i spent on that ad and i will tell me if i should do more of that ad or less of that ad or tweak and then that's how he builds you know really fast growing deodorant company on the back of facebook and so what thomas did was the same thing with movie marketing what's a direct response version for a movie that's what these guys do they run facebook ads they run youtube ads they run to buy tickets to the movie to yeah to get you to not exactly like go online and buy the ticket right away but to get you to be like oh yeah heard that movie coming oh it looked good so they'll do shit here let me just tell you some of the shit that they do so i thought this is pretty cool they'll take trailers so they're like the trailer is the ad creative right the trailer is the thing that needs to get you to say oh i wanna see that that movie looks really good and so they'll do like av b test they'll do like fifty versions of a trailer and they'll do they'll take an audience of you know they'll take a hundred people they'll put them in a movie theater they'll play the trailer and they have a scanner on the seat in front of they'll take like a facial biometric reading of you and they have a they have you wearing a a heart rate monitor and they're trying to see like in a movie or a trailer or way part whatever yeah like they're trying to see like do react and what part react does your heart rate elevate does it quick now i don't know if this is just p r by because the guy who was talking about us was their head of analytics and they basically coach this guy so there's some guy that was he built a sports analytics company in the money ball era sold it and then he gets a call from thomas and says hey do you wanna do money ball for movies he's like i'm in and so he became the head of analytics and he's like we have a fifty person applied analytics team like applied sciences team because that's forty nine more than every other movie producer he's like he's like we have like fifty engineers data scientist like the all of these people are like hardcore data computer science engineering type folks and like nobody else even has this department he's like at least they didn't win when we started do you think they make movies to like you know how sometimes when we create content we think headline first or thumbnail first or whatever do you think they think of the trailer as what's a good movie that could be an awesome trailer i think a hundred percent they do in fact one of the films that flopped was this thing called the great wall or something that i i don't i never saw it but it's like they did the joint venture with the the chinese company and they're like oh let's let's make a american movie but it's about the great wall like imagine if the great wall was actually built to keep aliens out and that's what they discovered the purpose was something like that matt damon in it and movie flops china didn't love it american was like kinda neither it was to try to make something for everybody didn't work it was something for nobody and what he's then analytics guy is like gonna die on this hill he's like he's like i don't know man the data showed that matt damon was he's like we're we were under indexed on matt damon in china i was like i don't even know what that means but he's basically like the price for matt damon versus the cache matt damon has with that audience it was a good train and he's like now i a good train and people like the movie flopped dude he's alright but that was right that one part was right but that's insane and so why does he have why he showing up to idaho with armored vehicles so now he shifted into so he sells legendary to the richest man in china and then he he still owns i think like ten or twenty percent but like you can't own ten or twenty percent of a chinese company as at american like that that that's a big chinese company and so he they give him like phantom stock so he gets like only a profit share he can't like own any equity in the thing but now what he does is he took that money and he's investing heavily in defense tech so he invested in and he invested in some shield ai like a bunch of defense tech so that meeting was basically a meeting of the minds of entrepreneurs from silicon valley who are building defense tech people from washington who are like you know the lobby the the people that they lobby they know the whoever the senators congress whoever those people are and the generals and the defense contractor like a meeting on the minds of all those people and they were just like you know probably get together and be like china we gotta we gotta stop these guys you know like anybody's got this flywheel right because the flywheel is so amazing the flywheel is you start a defense company you then lobby and yeah a lobby for increased defense spending so they increased defense spending which goes to your companies right and so like that flywheel of like whining and dining washington while then funding the companies that will win the contracts is just a very very lucrative model i'm not saying he's doing it in any any malicious or nefarious way no i don't mean that at all i just mean it's very it's interesting how that can work right it's smart if that's your model which is you you can actually influence the spend through p r through whatnot so you'll see like a guy like joe lo and i think he believes this by the way he's got defense tech company right he started pal he also started a company called ep he's starting some like you know underwater drone company like he's starting a bunch of deep tech defense tech companies but then he also spends a lot of time building relationships with you know public officials and and those folks and he'll go on cnbc he'll be like we gotta stop tiktok and like i i don't think he's doing it you know just for his dollar i don't think that's why he's doing i think he he's doing them all from a sense of purpose he genuinely thinks that we shouldn't have tiktok kind of brainwashing the american like population while being owned or controlled or the data sip off to you know the cc so like i think he generally believes that but it also happens to be a very strong flywheel where if you could shift the public perception or the government the the government's perception to increase the funding in this that will also benefit the companies that you started to serve that that need dude thomas hall looks like a movie villain if you google and and look at he's he as a cameo and batman he is actually like in the owners box you know that scene where bain like blows up the football stadium he's yeah he's because he he owns a piece of the pittsburgh for steelers too so the game the team playing in the movie is the steelers he's in the owners box he is a barcelona owner and he gives himself a little cameo me this guy looks like a steal he he's huge he's like a big former college football player i think this guy's impressive let me tell you a couple other random things one he's like i don't live in la he built hollywood company without living in la he's like he's like i he's said i a great line he's like i just wanna make great movies that people love i don't wanna figure out you know what he's like i wanna make sure i have a dinner table at spa tonight like he's like i don't want the hollywood status stuff like i just wanna make great movies and so that's why i don't live there i i just do my thing from far where's is he based where is it is it pittsburgh is he based so at one point he bought like hundred fifty acres of farmland and was like i'm gonna live off this land he's like and what he did was he's like i wanna use this to learn all of the advanced farming robotics companies i will use this land to to try those and he's like i wanna learn the tech and try to see if are rebuilding the future of food and i wanna be living in a self sustainable way and like i'm gonna try i'm gonna try that for period i don't know how long he lives her or if he does it whole time but guy's pretty fascinating man he i don't he's just done a lot of things in a lot of different places in the through line for all of it was just like money ball for x which i thought was pretty fascinating great fine this was that was really good this kinda so fast and we should get this guy on does he do interviews or is he really he's pretty healthy but he went on le and he also went on foreign street back in the day and so i'd love to have him on to talk because he you could tell he's like a you know like he's a business guy he's very like practical he's just i don't know he's he comes across very real i watch some of his interviews he comes across very real very straightforward he's like well i just i just thought you know like i i just thought x like he like that's it like and then i just did it and he's like well know for example he invested that some company doing gene tech editing and these guys like are trying to bring back the w mammoth have you see heard about this yeah i mean i read about in headlines they're say they're their stated mission is to bring back the bully mammoth but i love how we talked about them because it's very real and he was like which company what's called i don't remember their name like colossus i think colossal or colossus something like that okay and so he's like they're you invest in this company that's bringing back the only mammoth right it's a very buzz thing to talk about yeah hey he's like well like he's like look i thought they were doing really interesting things with like setting you know the genome and gene editing and crispr he's like i think the william mammoth thing makes for great p like he's like basically just like i can give a shit about bringing back to the william mammoth this i'm not doing this as some like weird billionaire like fetish thing that billionaires do and they're just like oh i need to like you know resurrect you know i need to summon a god he's like woman everything thing is interesting but it's like it's like a headline he's like you know what i like is that he's like i met these scientist these guys and they're really smart scientist and i just thought these guys are so smart i need to be around them and they're gonna do really interesting things so i'll back them and if they wanna work on the this woman mammoth thing okay great he's like but i just think the science they're doing is really fascinating and he goes also i like their ethics because he goes like when the more i met with them it was clear that okay these guys in the top point one percent of intelligence but there's people like that in china and all around the world he's like but they don't all have the same ethical code that these guys do we're like they're gonna use this for good and they're not just gonna like be cl random shade or editing things like in a pretty reckless way and he's like so i just thought it was good these guys needed the backing because like i i i fuck with their moral code basically and so i don't know i like this guy i always find it almost romantic but like very into when i read about people who don't have a ton of education dominate a certain area so for him the fact that i don't know what entirely what his background around is so i could be off here but it seems like he's sort of a blue collar guy who kinda kicked ass at at finance a deal making and but he doesn't have that traditional new york city you know big bang background he didn't buy auto repair shops because he's like oh i can do a pe roll up and get leverage and raise prices and he was just like he's well i live in pittsburgh and i lived in a part pittsburgh and didn't have a lot of money people aren't buying new cars so it's like you got a car if your car breaks you don't you can't really buy a new car so the auto shops were good bet because they were gonna try to fix it it's like if i can get like another year out of this beater i'm gonna do it so he's like i just realized like auto pair is gonna like be a thing here because that's what the community needs that's how we discovered the defense tech stuff so he was like he was doing movies he's like oh dude i want the like the fight scenes and the military scenes to be realistic so he's like let's bring in advisors from the actual military to tell us like what is the weaponry what would what would be cool what would be the the cutting edge stuff that if we put in the movie that would be interesting and he's talking to them and he's kinda like damn they really don't have like as much cutting edge tech as i thought like the navy and the marines like they kind of wished that they could do x y z but they couldn't and that's when he started funding more defense tech because he's like sounds like there's actually just a need for this and so like you know obviously you don't know how much of this is like reverse p where you go back and you make a nice wholesome sounding story but i don't know i i i bought it which i i usually pretty skeptical about of this stuff but i bought it here i also like people so and this is really easy to read about and to think about but basically alright so you explain his idea i'm gonna do money ball for movies and you think about it and you go okay cool that i guess that makes sense even at the time you could be like that's neat that's interesting but to have the courage to confidence to believe that you are right even though you don't really know too much about something you're a total outsider to have the courage to do it and to go that big i find incredibly into and inspirational because you i mean how many people do you think have told him like you have no idea about this industry we've done it this way for a hundred years what are you talking about that's not how it's done but just to be like look it makes sense that it's this this and this and this like warren buffett has that a lot of great i mean anyone who's great typically has that where it's like they they believe in their own logic and their own reasoning and they believe that their decisions the right decision even though most everyone is like that's insane i have so much love her for people who are that courageous and confident in their own decisions i think that's very admirable yeah conviction is attractive you know one of the things that they talked about with the day the money thing it's like cool like you can see you can you can have an analogy like money for movies and then you sit down and you're like cool so what are we gonna a money ball like in sports all of the data is public it's all there everyone's stats are there everything thing is filmed on tv so even if you didn't have a stat you could go back and create it like what are you gonna do for the movies it's like not the same thing and so do you what are you actually gonna do it's one of the things they did they were like the ambulance analytics guy hey great statement goes i take this population of people he's like on the left side the bell curve there's people who are never gonna watch the movie no matter what we do we don't wanna spend a dollar marketing to them that's my goal with that population is don't spend a one dollar on one impression for those people who are never gonna watch it's like then you have the people that are gonna watch no matter what i also don't wanna spend a dollar on them like they just they are doing fan they got a dude poster in their in their bet in their bedroom they grew up watching the the reading the books they're gonna watch do no matter what i do so then there's the people in the middle and the people in the middle they're like our swing voters and they might watch it and i need to figure out then i start slicing and d that audience and i figure out this mom is gonna watch because she loves that actor and this guy's gonna watch because he loves a badass action scene so we need two different trailers that we're gonna run in social ads at each of those he's like and then we need a data that tells us who actually goes to the movies and like basically need a map between the the email addresses that we're advertising to and the email addresses that are used that to buy tickets and we need to create these clusters and try to figure out like what's actually converting movie folks weren't doing this i guess not not in a serious way i don't know maybe maybe there's other producers that are like you know like kicking the wall right now being like god but we all do this like that's not special i don't know i don't know the move business well enough these guys told the story best better than anybody else so you know it seems to have worked this is awesome i mean there's a track record also there too right like they had they just like i mean they built a really big thing in a really small amount of time coming in as a complete outsider so you know that's pretty pretty impressive this guy's fascinating i wanna learn more about this guy yeah he's cool i one one other the point on this it's interesting to think about where else money for x could be implemented so i don't know if you've read about obama's data team or well i read trump trump's i've i've read a lot about trump's and it is getting into election season coming up and i hate it because they they get i get so many texts and emails i mean they are intense about their marketing in i know that jared kushner kinda hired a bunch of tech guys and they crushed it but even before trump obama raised something like a billion and a half dollars and they spent most of that i would imagine on marketing i mean what these what the politicians do in basically a year and a half it's pretty phenomenal in terms of like deploying money for marketing and their savage about it to the presidential election is a marketing contest between two agencies and they each get to pick their their front man and then they run on a marketing blitz and they spend five hundred million to a billion dollars marketing over the course like eight months yeah and and like that's it so it got two president the last two presidents elected was the money ball for x and they used it in politics it helped the red sox when the world series know worked in baseball it built tons of d brands the money ball approach also is you know in finance with all the quan quan funds or hedge funds that are using using this or renaissance so it's pretty interesting to see how you can use money in a in a in any industry that is still like not data first so not data driven and if you ask you know how do you guys make decisions and it's basically some version of gut gut eyeball you know taste there's probably a money like variant there i know a guy who is doing it in with hvac he has an hvac business doing like a hundred and fifty million a year in revenue and he tells me constantly all the data stuff that they're doing and he's like no one people don't do this in in our industry no one is doing this where it it's as simple as you know we're looking at the data of what can we send and how many emails can be send to get more google reviews but they just like change their their data is it's like they're running at like a tech company a little bit where they have a small data analytics team and he says that very rarely is anyone else in the hvac industry doing something like this dude sam i gotta ask you i already know the answer this question but i gotta ask you did you watch you have c three hundred on saturday the full five hours or six hours yeah set the whole time it was amazing did you make like a seven layer nacho dip and just sit there for seven hours watching it i i watched the entire thing i think it started at six o'clock and ended at one o'clock my time so i wanna talk about it because a we're both fans and it was amazing but b there's actually a great business ceo lesson in it that i wanna i wanna go to but first can we just explain for for anybody what max hollow did because i think the max hollow thing if you don't even watch the fights you need to know that this happened well let's explain you have c three hundred so you have seized been around since the nineties they've done thousands of events but the major events they number them u seen one two three four five this past weekend was you seen three hundred typically what they do is a card has five main fights and then before the five main fights there's ten pre limbs which are no name fights that are up up and come this time they didn't have they had fifteen fights but all of them were famous great people and so it created like five hours of epic fight cards right yeah it was crazy and one of the fights was for a made up title called the bad mother effort belt the bm title and it was you guys who are popular but they're currently not at the tip top of their thing so one guy guy's in max hollow and he's fighting this guy just in cage and they're fighting and just in case a big favorite coming into the fight people think he's gonna win max hallway has kinda gotten he's he's kind of looks like he's on the back end of his prime or maybe on the decline a little bit and so two things happen one max hallway starts to win okay that itself was cool remarkable but nothing compared to what happened at the end so the guy the winner you c fight works is five rounds let's say and basically what happens is if you're winning you each round gets scored if you're winning each of the rounds you have it locked up so what happens is let's say you are winning three rounds to two or four rounds to one your corner tells you hey your way ahead just play it safe just the only way this other guy can win is if he knocks you out don't play it smart right that's something down out of ten however this is finding entertainment and some fighters understand that and some fighters don't max hollow eight understands that so what he did was he wins all five rounds so he's not even a three two or for one he wins all five rounds and at the end of the fifth round and he's basically broken the guy's nose he's got this guy kind of battered bruised the only thing this one guy can do and this guy's a power punch the only thing this i can do is knock come out next hollow decides in the last ten seconds where most guys kind of just circle around raise their hands try to tell the judges they won it points to the middle of the ring it points down and he's like stand right here neither one of us backs down and just let's sway as hard as we can and try to knock each other up for the last ten seconds now this sounds very savage what this actually just is is incredibly courageous and brave and entertaining and reckless and stupid all at the same time rolled into one and they both start just swinging absolute hey at each other and then he in the last second of the fight knocks the other guy out cold feel like i can't even do it justice if you if you watched somebody thought you already know what happened if you don't watch somebody probably don't care about this but it was remarkable to watch it was probably the best seen moment i've ever seen maybe for sure top for sure top three probably number one and i would actually say it was one of the best moments in sports that i've ever seen yeah i it was like i felt so much adrenaline watching this i was like it was in the middle of the night my baby was sleeping and i yelled like as loud as i could i was in awe it was so adrenaline inducing it was amazing it would be like in basketball if lebron james was about to win the nba finals and normally they're just trying to hold the ball you know stall you'll let the clock run out and instead he handed the ball to his opponent said no come here cut you have the ball come to the middle of the court everybody get off the court one on one right now for the game for the championship for the glory and and then somehow also if he risked getting knocked out in the process so for the insane moment a bar like by the way was sitting rings side at every fighter would run up to him it's our point adam and talking to him it was awesome it was so exciting by the way don't you think that should lean in more to this i like this is the best p that mark zuckerberg ever had yeah is his own his own you know he'll turn into becoming a fighter being at the court ring side hanging out there and all the fighters really love we're going into the man sport right basically and he looked cool he looked cool he had like a little a and he had a white t shirt dog like bag white he looked like a cool guy he did yeah he has like the oversized tea now he got like he like went on tiktok shops and bought like the oversized tea from some like eighteen year old who was doing a dance and his wife looked cool too this it's called mob chic which she was wearing it was like all black he looked cool they both like jewel that i i google it i read a business inside article i learned that word mob chic so you know what he should do by the way this is a little p lesson for him i think that he should create his own zuckerberg bonus so he should have the z like the great idea the z five hundred and he just gives five hundred thousand to whoever had the most badass performance so it should have just been like max all like whoever just really put it all on the line win or lose doesn't matter somebody who showed the most heart like the underdog bonus and because these guys don't get pain and up has all of the money so if he just did that for every pay view i feel like that would be its own storyline he'd get so much goodwill that you literally like gladiator stuff you couldn't buy it yeah the by the way the singer sci si si she does this for survivor so the the winner of survivor wins a million dollars and she as a super fan of survivor and she just called into the reunion one time and was like hey i just love that guy he didn't even come close to winning but i wanna give him fifty grand and so it became see a bonus of like whoever's won her heart gets like extra money at the end it's it's pretty genius to dude that's so funny that's awesome alright and so max max knocks out the guy what happens what what what's the business angle here the press conference at the end is is always entertaining dana white is a very unfiltered guy dana please come on the pod he goes on the press conference and somebody asked them they were like dana you know on a night like this you'll see through hundred you try to build a car but after that it's out of your hands you know then it's up to the fighters and like how happy are you that he just turned out that way like such a moment and it's such a great great overall night and dana goes you know people ask me what i do for a living i don't he's he's like i don't organize fights i sell holy shit moments and tonight i sold a sold millions of holy shit moments basically he's like i sold a holy shit moment to millions of people and i thought it's a great little lesson which is what are you really selling what are you really selling in your business is he selling mixed martial arts contests is he selling an event is he he says i'm selling holy shit moments and i thought about this and i you know marketers for a long time have known this which is there's levels to marketing and i wanna give you my five levels to marketing based on the dana white principle of selling holy shit moments okay you ready for this level one you sell a product and this is every shitty start website you go to it and it just says we are a health care crm using ai they're just describing some product and it's not compelling because i don't give a shit about your product i have you ever a shit about myself and your product is some abstract you know we're a blockchain based you know web three arcade side scroll like what you know and if you go to most product websites to be honest they're just selling a product that's level one this is what failing companies do okay level two level two is you don't sell a product you sell a solution and this is effective but it's competitive this is like head and shoulders head his shoulders says hey you're tired of having that dan on your shoulder use head and shoulders it gets rid of the dan okay so selling a solution to a pain point and this is where i would say okay if fifty percent of companies just do sell a product another forty five percent are gonna sell the solution to a pain point okay now we get into the championship rounds where we're gonna have more interesting ways of doing things the next one level three you sell a lifestyle this is lulu lemon this is slack so if you ever if you don't believe me go read the stewart butter through the ceo of slack go read as post called we don't sell saddle here and i'll spoil it for you which is he says imagine you're a saddle company you make saddle we could just describe the product the saddle we could describe some solution like oh your butt won't be sore on our saddle or we could sell the lifestyle the joy of horseback riding and get people to want to be on horseback to feel free to have the wind blowing through their hair you make that lifestyle aspirational and then when they're like i gotta do that now they're super motivated and they say well what do i need like well you need a saddle and ours are the best and so he says that this is how the yoga companies lulu lemon and whatnot this is how they got popular too is they didn't say here we have the best yoga pants which was a small market of people looking for yoga pants they got people into the idea of doing yoga and once you get into doing yoga and the benefits of yoga you're gonna wanna invest in buying better gear as you go and lulu eleven will say well we have the best gear and so you this is how you create a category or you just wanna make your your ass look dope but yeah the lifestyle of being a big booty queen if that's a lifestyle you wanna be part of and we are the pants for you yeah yeah the a merch store we'll soon have soon have fat margin bottoms and yeah so the real bottom lines that's pretty good alright and four five four is where i thought we we stop there's actually five four is where i thought we stopped this is the day in a white level you sell a feeling and i'll tell you that that line that somebody's told me once i hired this consultant and i was talking about my content i i did the lame thing i hired a consultant for my personal brand just to know what do these guys know i didn't ever end up implementing really anything but i did take away this one thing he said he goes i go you've worked with all the big names you've worked with you know who i don't wanna out of my i guess but you've he's works with a bunch of big names i said what do they do different than what i'm doing and he goes you make content they give out a feeling i say what he goes as any content creator you are the merchant of feelings you get if you give someone a feeling more consistently and more powerfully than anybody else that's what makes you box office and i was like man love these in the word box office that's great and this is what dana white was saying right we sell holy shit moments we give you that feeling that you can't really get anywhere else it's like in your life can you really get like there's a reason you love the u my buddy julian loves u like none other like he's like i can't watch other sports like i can't i watch tv or movies if u has ruined it for me well data wide said something amazing he goes he goes think about this you're at the you're at the super bowl it's the final down it's the greatest moment in in in nfl history and a fight breaks out a few rows down from you what are you gonna do you're gonna stop what you're you're gonna stop watching it football and you're gonna go and pay attention to the fight that's what people do and that's the business that i'm in that's why i knew this was gonna be the greatest sport ever exactly and so the greatest brands let's say disney disney is amazing at this disney doesn't say come to our theme park we have the fastest rides or we have the shortest lines no they they tell you about the magical family experience right this is gonna be a lifetime memory for you this is gonna give your kids a magical feeling a magical moment all of their movies are the same way right you watch a pixar movie because it's gonna give you this feel good moment right that's the if they give you feel good moments more consistently than anybody else so the breast bands of this let on louis vuitton gives you a feeling of status of importance you c gives you the holy shit feeling nike gives you a feeling that you know of the feeling of greatness when they advertise their shoes they don't advertise the rubber shoes they basically show you someone's striving for greatness and it's that inspiration that motivation that they sell okay so now level five level five i realized is the highest one you didn't sell a product you didn't sell a solution you didn't sell a lifestyle you didn't sell a feeling you sell an identity and this is what the religions do this is what political parties do they basically give you a a tribe they give you a label they give you a purpose they give you a sense of belonging it's almost like buying a a subway franchise they're like here where this at uniform put this logo up here's the packaging here's a here's a portrait of bread put that on your wall you now have an identity you we gave you a brand for you to have because you didn't have one on your own you gave you a purpose we gave you something to do it's identity in a box anything think that is the highest level of what of what you can do is you you sell an identity to people first of all very good i'm this you've you've this was a really good monologue you tie some of my favorite stuff congratulations second of all were you just watching the usc taking notes on this stuff and just like no i heard him say that and the i heard him say that the press conference and i go that's exactly what he does that's why i watch because i can't get that holy shit feeling from anything what else is as real as that and once you know the the stories of the fighters right that's really what works right if you're a personal invested and you understand the stakes you understand what's in it for each guy there's like you know it's it's pretty hard to compare that to really end of the sport maybe boxing is is the other one the boxing doesn't even come close to what these guys do like they're they're in a league of their own in terms of giving me a feeling like i wore i i wore a heart rate monitor one time to see what would happen because i i noticed going into the fight i was so anxious because i was so emotionally invested my heart rate went up like twenty beats per minute like before this fight like it was insane i get so into this that i find myself like tired the next day it's one of the very few times that i felt this in sports it's the best i feel a little bit in the olympics because i get into that but no i mean what he is done and what the u fcc is done and in terms of what did you say selling emotions it's the best i mean if you go go look at the old cigarette ads if you wanna see this so if you go look at old cigarette ads obviously not selling the product they're not selling a solution to a pain point they're not saying hey your lungs need a little more tar and you know like they're they're not doing that they it's all about a feeling and identity right so they're giving you a feeling of of greater you know self importance a cool self image right so all of the marketing around cigarettes was a cool self image it's a cool guy and in this cool moment he takes out the sig and he lights it up or the woman doing the same thing the go watch the des commercial right the most interesting man in the world sitting in a bar surrounded by women but not paying them any attention looking at you dead in the camera making eye contact he's a man's man he's done this he's done that he's on this and when he drinks beer idris has does right it's here they're trying to give you a a cool self image that's what a lot of luxury products and a lot of commodity products have to do and so once you realize that you're like oh and i love this because in our world the tech world the business world most people are like absolute beginner rookie white belts at real marketing and and like even the best in class is just saying sell a solution to a pain point to sell the benefit not the feature and that's like level two and they just stop there nobody really goes beyond that and and so i like taking what is what does the best in class look like when it comes to like you know marketing and brand and and and actually doing something that gets people to to move and take action and you know how do i bring that into our world because then then you're you know you have an unfair advantage and it's not always around violence so if you're listening to this and you don't know anything about the go to youtube and type in u c rose omni the best one of the best moments from u is also this young woman named rose nav and she's about to fight and she clearly is scared and you see her mouthing to herself i'm the best i'm the best omni the best and i remember distinctly was she looks like you're little sister and the person across the me if looks like the terminator and so you can do you just put yourself in in that person's shoes man they're about to fight somebody who's clearly just bigger stronger faster everything and she's mouthing to herself i'm the best to kind of like it's like she's walking into the lion's den and she's gotta believe this otherwise she doesn't stand the chance and she knocks her out she knocks her out in the first round or something like that and it was one of the it was another great sporting moment holy the two other moments first of all there was two chinese women fighting which is the first time ever happened for the championship and one of the ladies choke out another woman and she goes unconscious right when the bell ring so she they're able to keep fighting she doesn't really wake up until she gets punched again on the second round which was like just epic and then the third thing that happened was in the last fight alex prayer gets kicked in the growing the ref goes to stop it he waves him off and then ten seconds later knocks out the other guy it was just full of badass ass moments where this whole thing it was just it was epic it was an epic event and to by the way just tie this principal back by the way i did this with the podcast so i was like what is what are we really selling here on the podcast is it ideas do people show up because they want a business idea that's kinda lame like sure it's fun to hear ideas fun to talk about ideas but if you're really like you know what to be successful i'm gonna go to this youtube channel and find a business idea that these random guys are gonna say a lot like that's like honestly that's a bad plan like it might happen but don't don't do it for that reason and the same reason like you know we might talk about the u or something else like that's probably not the most effective thing for you to do everything so it's not a product it's not a pain point so what one thing that i figured out was like i and when i talked a bunch of people and i i tweeted this out i what is the what is something you remember and what's the reason you actually listen to the pod regularly like what what keep keeps you hooked and the number one word that kept coming up was oh man i feel so inspired after i listen and they're like not in the cheesy way but they're like literally if i'm driving and i'm listening i sometimes will pull over because i'm i gotta write something down right you guys said one phrase that really stuck with and i was like that's gonna be an unlocked for me either personally or in my marketing or whatever or it's i heard about this idea i'm not gonna go do that idea but i'm inspired by that idea or you tell the story of some billy of the week some guy who's really crushed it or some business that's under the radar that's crushing it and all of a sudden i feel like you know success is abundant and i'm inspired to go go make my shit happen i'm not gonna do what they did but i'm gonna go make my shit happen and so we sell inspiration that's the first thing we actually have sell one secondary thing which is have ever seen that meme of the kid eating cereal next to his tv box and it's like three and there's three friends on the tv box and it uses like cozy up next to it it's like me and my four friends but it's just like oh that's awesome the one's a photo yeah and it's basically like companionship and they're and people have posted for like this is me when i listen to podcast like kinda like you're hanging out with your friends except for they're not there you're but it feels that way and so that's the other thing is like for a lot of people who listen what what i learned was that even more than the the inspiration the ones that are super sticky it's it's basically my real life friends aren't as nerdy about businesses as i am or i live in the middle of nowhere iowa or i'm in belize or i'm in you know wherever and i don't know six other people that i can hang out with twice a week and just nerd out about business with and so you guys are basically my substitute for what i what i don't have or don't have the time for in my my day to day life this was an ap a plus segment good job alright i dig that let me tell you let me tell you let me tell you about something so i i launched something a couple weeks ago or a week ago and i think there's only a thirty percent chance of it working but i thought i could like reveal some of the numbers behind it so i launched this thing called sam's list it's sam dot c did you see when i when i shared that online the other day yeah i did alright so let me explain the background so i was at the airport in january and i had just got an email from my accountant and it pissed me off that they didn't catch an air that i thought they should have caught it or caught and so i tweeted out who has an accountant that they love i got about three hundred responses and i noticed that tons of people were bookmark that tweet as if they're gonna come back and hire an accountant which was on the tweet and so i thought you know i think i could make a thing out of this and so i hired a developer who works on bubble do you know what bubble is a very used bubble yeah the website builder yeah man it's awesome it's like a whole app builder and so we built this website where we got it was basically i wanted to create like a yelp for accountants like a place where you can identify a an accountant that's good based off of your friends and i thought like this could be a good idea because when you hire an account you don't really have a place to see reviews you mostly hear about an account through word mouth and if you hire the wrong accountant it's basically like a year that you have to stay with them and before you find out that they kinda stink so i was like alright i'm gonna create this things called sam's we're gonna build this out it's gonna be awesome i spent about fifteen thousand dollars to build it out and so here's what i did i got three hundred replies to that tweet i called all of them so i got most of them on the phone or some of them via email and i asked them all types of questions i asked them how much did they charge who the perfect client is who's the not perfect client what services are there specialties things like that as if i was going to hire them i think you had told me one time when you went to hire an account and you created like your own data room and you like sent it to people and you're like yeah who can handle this best well i i kinda did like a thing like that i put them all on this website on sam's list and i it took me a few weeks to get it going and then i shared it and i want this thing to work i don't think it's going to wires stand i set like some weird humble like no you're just doing some reverse thing where it's like could only the community would rally and they like yeah what are you doing here is this reverse psychology it's not reverse psychology i'll explain why this will be hard to work and so here was here here is my math my math was basically if i can get five hundred thousand people a month that come to this website three percent of them would answer the or would contact an accountant somehow i could charge the accountants a hundred dollars per person i sent to them per lead that i sent to them and if that were the case that would be something like one point five million dollars a month in sales i figured that would take years to get to but like if i could get to that that's like an interesting thing well i shared it online in the first week i got thirteen thousand visits we made this really cool quiz there where you could like say like how much revenue you have do you want this for your business or personal whatever and then we would recommend three or four accountants that you like or that could fit your needs we had six thousand people answer the quiz and we also created this feature where you could schedule a meeting right there on the website with that with those accountants that we referred you to very few people schedule appointments and very few people even submitted their information to the accountants what's very few so we had six thousand people take the quiz in one week i think we had like a hundred or two hundred people like submit information to the account and but that's not the issue the issue isn't the user the issue is accounts are not clamoring for these leads my yeah like like my big learning was that there's a massive and this is for someone can go and solve this problem there's a massive shortage of accountants there's not a shortage of people looking for an accountant there's a huge shortage of people who are becoming accountants and not only that the people who are accountants they don't really wanna like grow their business to be that large and i thought that they'd be dying to get more customers they're really not which shocked me that was like a really big shocker and when i launched this business i basically copied or i didn't copy i used have you ever heard a smart asset dot com no so smart asset dot com i bet you've seen them if you've googled like what's california's taxes or california tax calculator well the reason why they have all that stuff is they're actually doing well i'm doing what they're doing but they're doing what what i'm doing for cfa so certified financial planners or advisers and what they do is you take this quiz and they tell you all like you answer all these questions about you know how old you are if you're retired if you're not retired what you're trying to do with your money are you trying to invest it or just live off it whatever and then they recommend like three or four people who might fit your needs but what i found on that website is if you click around they have to tell you how much they're paying per person per lead and so they actually say if a person has between a million and five million and assets this adviser is paying seven hundred dollars per lead if it's over five million they're paying two hundred fifty does or it gives you like a range per like per cost per lead per net worth and like tells you all like how they do their business i thought i could just replicate it turns out cpa aren't like dying for business and so the it's the exact opposite they're actually overwhelmed with business and so that's why i don't think this is actually gonna make a lot of money i think you're wrong i think there's a need for this i think that it will do well i also think you know that and i think you're no i don't i'm gonna shut i think you're plan us just gonna put out no i'm gonna shut it down on may thirty no i went try on you for a second that was good if it doesn't work if i i'm losing money right now on this if it doesn't start working by may t i'm shutting it down like i'm not gonna invest more money on it doug just give it to me i'll make this work this is so easy you're just being impatient and it's gonna fail because you're you have a much better business that you're busy with called hampton and you should focus on that that's why this is gonna fail and that's why this is a bad idea but otherwise it's a good idea let me point out a couple of the product details that i like and i sell you some of the things that you should do differently so alright i could screen share this alright i love when i go to the sites and it pops up the so i go to the site and it pops up and it basically is like normally where there's the email pop up but it's like no email no bs know something like let's go i was like okay alrighty i think you should just actually call that out a little more and be like you know we wanna help you we don't need your email address and i just have a button that says thank god and then you know they hit thank god it take them down the funnel you i love this part that you did where you you read this first and wrote i have this many twitter followers i asked if they have a cpa account if they that they love then i called all them i asked them how much they charge blah why would i do this because i'm a nerd and i needed an accountant i thought well how about i make this useful for others lovable that's great i love how you do that i love how you put everybody's twitter profile attached to their name nice touch like your name here every accountant you can go see their twitter which for our market is actually a good idea you know most people either buy twitter for us it's cool you should put the prices on the front thing because i think that's like makes it a lot more value add to the person coming in it's was like oh good these people already went and found what the rates are for these and you also said like i asked them who their sweet spot customer is and blah blah blah blah like what i can't tell is like you know when you know when you go to cars and bids and doug mo has the dug speech bubble it doug like here's what i think i think you kinda need to lean into that i agree that's a good idea i don't trust reviews i trust review and i really just trust you and so the question is like can you you know not just call them but call like you know ten of their clients and be like tell me everything and then end up with one speech bubble that's sam saying talk to them talk to their clients here's roughly what they charge and like you know this is like you know people are screaming endorsing or they're like yes it's pretty good and like you know so i think they're solid and they seem to specifically help out this type of customer i think that would make it better i think that's a good idea the reason why we haven't i haven't done that yet is i would have to hire someone to help me call those people and i was like i need to figure out to this thing even make money in the first place in order to like justify all this work dreams maybe if you build it they will come did you see so a few things the design i liked our design i just ripped it off it's we made it look like old microsoft and then the image is i just copied clip you remember clip from microsoft words it's because it doesn't make any sense it's ai and on the calculator face it's only four digits it's a two it's a five it's a nine and a queue yeah and putting the q in is the last letter is the the ai know something we don't yeah and so anyway i i thought i'd fill people in on this i i think it's hard i don't wanna be the business of selling leads to small accountants getting having like hundreds and hundreds of different clients paying me versus i think in order to make this work you actually what you do is you get someone's information and then in order to do lead gen usually only have a small amount a very large companies who pay you a large sum per month for a certain amount of leads versus one off you know what i mean yeah so i'm still trying to figure this shit out but we'll see if it works out alright you got anything else are we done no i'm you did great you that was good two two bang i what tell my wife when i go to upstairs how it's fun double bang a double bang alright that's the pod i feel like i could rule word i know i could be what i want to from at all in it like a days off on a goal travel never looking back