Full transcript
0:00who read the book made in America but
0:03same Alton was it good I don't say it's
0:10one of the best books I've ever read so
0:12you should if you haven't read their
0:14book you're really a responsible
0:16businessman Jeff Bezos makes it
0:20mandatory reading for every executive at
0:22Amazon that it is forced they must read
0:25it made in America by say Moulton
0:35there's a lot but I'm gonna talk about
0:37one main thing right now and that is
0:40that he talks about what's that yeah you
0:53don't want to know or it did their book
0:55[Applause]
1:12so in that book he talks about how the
1:16market that he was in which was
1:18basically you know convenience stores
1:22like just stores that sell things that
1:24people need and all the evolutions that
1:27went through and he talks about how like
1:30the only people that he said he saw so
1:33many people come and go overtime some
1:35people would be winning and then they'd
1:36be bankrupt and like everyone comes and
1:38goes overtime but the only people who
1:41survived were what he called slick
1:45operators and what he talks about is
1:48that at the start of any new market the
1:51main people in it are promoters and when
1:54it first you're when any entrepreneur
1:56starts and business they're a scrappy
1:58promoter they're kind of pulling rabbits
2:00out I had to just promote and get
2:02customers drum up demand get attention
2:05that's how you start but then you have
2:08to evolve into an operator and an
2:10operator is someone who got has good
2:12management good operations good support
2:15they've got good financials good
2:17accounting systems they're you know
2:19they're they're efficient and they're
2:21looking at how they can make every
2:23process better faster stronger cheaper
2:26more reliable and they're constantly
2:28getting better and this is happening in
2:32the internet marketing industry right
2:33now it was full of promoters but they're
2:36all dying right now
2:37a lot of them already did because you
2:40just can't do that anymore the markets
2:41moved and now you need tighter
2:43operations and you also cannot get to
2:46eight figures without being an operator
2:48you can't be someone who just does good
2:51promos and is charismatic and has a big
2:54social media following and all of that
2:55and make eight figures maybe you might
2:57do it for a little bit but then it won't
2:59happen anymore especially as the market
3:02evolves because the slick operators will
3:06will squeeze you out of everything and
3:09so they're really it goes from like you
3:13know
3:13being a promoter to being a operator and
3:25this is what this is the thing that you
3:27have to do to get to eight figures it's
3:30it's a hundred percent required
3:32mandatory you cannot get to eight
3:36figures
3:37as a promoter you need to have dialed in
3:41operations and this is everything your
3:44support your books you'll financials
3:47your every system every little nut and
3:51bolt and the entire business you have to
3:54know it you have to know it inside out
3:56you have to have it machine so it's
3:59going perfectly you have to know how to
4:01troubleshoot it and you have to have
4:02other people watching it and you have to
4:04have the whole machine humming and
4:07balanced and like Tunes to get there and
4:12like - for Sam Walton - like achieve
4:15that you know he was extreme if you see
4:18the things he did on trying to make
4:19things efficient he would he even bought
4:24an aeroplane so he could fly over new
4:26developments and watch the traffic
4:29patterns and see where the main roads
4:31were and see how the town was growing
4:34and see where he was going to put his
4:35stores and then he would go into other
4:38stores and see how they were laying them
4:40out how they were positioning the
4:42products how they were buying it how
4:44they were pricing it by this dude was a
4:46fanatic
4:49he got arrested because completely
4:52Mexican authorities he was actually in a
4:54supermarket measuring
4:56the distance between shelves yeah he
5:03would literally go there and measure
5:04things that with a tape measure he'd
5:06bring a voice recorder an interview like
5:08all of the clerks and the people in
5:09there like it was a fanatic and he just
5:13wanted to machine like just if it was a
5:15little edge and anything he did it and
5:17that meant that no one could beat him
5:20ever because he would get the most yield
5:24on his stores out of anyone by a mile so
5:29people would think that oh you've just
5:30got some store in Arkansas whatever how
5:33do you say that state I can soar so I
5:36see it right so it doesn't end with an S
5:39I don't get that man like hmm I still
5:45don't understand how that happens did
5:48they just just be like oh [ __ ] that is
5:50don't worry about it just just just put
5:52a W there and then they would be like oh
6:00cause he's running some store out and
6:02the warps but like he was making way
6:05more money than like some of the stores
6:07and like Manhattan and other things
6:10because he just had such good operations
6:13his business was so dialed in and it was
6:17it goes way deeper than just promotions
6:20it would go into his fulfillment centers
6:23like we're he would have stock his
6:25products his culture that he would train
6:28people on he also figured it out how to
6:30make like how to turn minimum wage
6:35employees in low-income areas into
6:38people who were more efficient and
6:40productive than educated people in
6:42high-income hearings right he figured
6:44out how to squeeze efficiency everywhere
6:46and that's how he was able to win and
6:51what's crazy is when you read it you'll
6:52realize that this dude really did just
6:55start with one damn store and he would
6:57try and pull rabbits out of hats to get
6:59more customers he would put an ice cream
7:01machine outside or he'd have like some
7:03sort of entertainment like a clown
7:05juggling outside he was a promoter like
7:07that and he would go and buy the
7:08products himself
7:09his car and bring them back in his car
7:12and put them in the store and like he
7:14started off with ones damn store in
7:16Arkansas and then he just grew it brick
7:20by brick like store by store until it
7:23became the largest company on earth and
7:25he was the richest man in the world and
7:27and Walmart was the wealthiest was the
7:30biggest company in the world at a point
7:31and then Jeff Bezos learned from him and
7:34turned out learned how to make that on
7:36the Internet and that's what Amazon it
7:38is it's warm out on the internet and he
7:40ended up taking over his mentor but his
7:43hunt I you can tell his entire business
7:45is based off what he read in Sam
7:46Walton's book that's why he makes it
7:48mandatory reading for every executive
7:54yeah but on company value and he is like
7:59em like Walmart's freaking out trying to
8:02figure out how to do online because
8:04they're not willing to give up their
8:05offline they can't master online you
8:07know so like it's they're gonna win that
8:12race
8:13Amazon absolutely and so if you want to
8:20get from the other there you have to
8:22become an operator so you can't think
8:25I'm not good at management well I'm not
8:27good at the numbers or I'm not good at
8:28the financials or I'm not good at at the
8:31details or I'm not good at this I'm just
8:33good at just being charismatic on the
8:35internet right it's fine you can think
8:37that but you won't get to eight figures
8:39if you want oh you've got to change
8:42you've got to evolve into a different
8:44beast
8:54sure so like in the beginning Sam Walton
8:57only really knew how to promote and work
8:59hard
8:59right that was all he knew but then he
9:02had to learn accounting for his business
9:04so he would literally just come in with
9:07he'd carry his books like his financial
9:10statements to select events and be like
9:12can you please look at these and tell me
9:13like what this means or how we could
9:15save on this so like he had he wanted to
9:18learn everything about his entire
9:20business and you have to do this like
9:22Andrew was a CPA before we still is
9:27because I guess you never aren't and
9:29then he so he knows accounting well it's
9:32one of the main reasons why he's being
9:34able to do it because you need to have
9:36that understanding if you don't
9:37understand the accounting side of your
9:39business you'll never really get tape
9:41figures so you need to understand that
9:45and then and most entrepreneurs just
9:47just hand that off to their accountant
9:49and don't look at it to let they've got
9:50to file their tax returns right you've
9:52got to know that thing well so we'll put
9:56it up here like you got accounting I'm
10:02not saying you have to do your
10:03accounting but you need to know what the
10:05hell it means
10:06and you have to have it like have a
10:10bookkeeper reconcile your books at least
10:13once a week should really be daily we
10:18have someone reconciling our things all
10:20day every day there's too late by then
10:24if you've made a mistake you can't catch
10:27it
10:29cash that's the only thing I have my eye
10:33on either and I've actually set up my
10:35business to a point where I don't even
10:37because we only use debit cards and
10:40because we don't have credit and because
10:41we only use cash and if we make money it
10:44goes into an account as cash and if we
10:46spend money it goes out of an account as
10:47cash I know what we're doing on cash
10:49just by looking at their number because
10:52if we're going up it's going up if we're
10:53going down it's going down but when you
10:55have credit cards multiple accounts and
10:57all of this [ __ ] it's all over here and
10:59it hasn't hit here yet and I don't like
11:01the idea of making a mistake there so I
11:03don't use it so I engineered the whole
11:07business so that I can as glance at
11:09different things in in cents the hole I
11:12can sense like the health in the pulse
11:15of the entire machine just with a couple
11:16of glances at different things that is
11:34just checking that you're going to stay
11:36alive right that's but that's just the
11:39start of it that's my most that's my
11:42biggest concern because if we do run out
11:44of cash we will cease to it is right so
11:46that is like the survival number and we
11:50can go backwards on it but not for too
11:51long and then after that comes like
11:56looking at your ads because that's where
11:58most of our expenses and what our our
12:02wires on that on cash general revenue
12:04and I want to make sure it's at least
12:0520% on cash and then I want to look at
12:08you know my overheads and my payroll and
12:11all of those things and what those are
12:14and how those are impacting it and then
12:19where we should be spending more money
12:21where we should be spending less
12:23constantly looking at it every dollar
12:26should be going to work in the most
12:28efficient way possible
12:31thirty two horses two random
12:34hypothetically you're happy dissipating
12:42these positive blessed way to the
12:44theater 20% less than 1,600 bucks
12:47inquiry
12:55it means that I'm willing I'm willing to
12:59spend 1000 and make 1200 in cash
13:05minimum if I'm spending a grand and
13:08making a grand in cash I know I'm
13:10actually losing money because there's
13:11merchant fees there's gonna be some
13:13charge rates is overhead his all sorts
13:16so if I'm making there I'm losing but if
13:19the 20% margin there it means that worst
13:22case I'm probably breaking even right
13:27and I'm going to collect on the accounts
13:30receivable but I try to do my math on
13:33the most dire numbers possible because
13:36that way I know that I'm being very like
13:40prudent
14:02we don't even use a card for ads it's
14:05hooked straight up to our bank account
14:07no because if they closed em cards it's
14:10like fraud protection ads go down for
14:12like half a day so like that they're
14:15cost too much money I can't afford for
14:17fraud protection to happen so we missed
14:20that link we just connect our bank
14:22account straight to Facebook then
14:25there's no card limits then there's no
14:27issue of the card declining it's just
14:30doesn't break remove the links that can
14:33break
14:36so I hoped my Facebook Ads account
14:39directly to buy a bank account not
14:41through a credit card or even a debit
14:43card
14:50[Music]
14:57[Music]
15:02don't switch your main account
15:21who's had their Facebook had stopped
15:24because their cards declined here used
15:26to happen to us like twice a week so
15:29like I was like this sucks
15:30and then my team would have to call me
15:32because I was the only person that could
15:33call the bank and then my phone was off
15:35or I was busy doing something so I just
15:37it's a potential issue that's going to
15:40happen so you can remove it and the way
15:42to get around it has created different
15:43Facebook Ads account and link that one
15:45to the bank and then start spending a
15:48bit in there and then get its limit
15:49released and then you can use that one
15:51don't do it to your main one yeah but it
15:56won't break when once you've done that
15:58provided you've got money in your bank
16:00account right it might not work in
16:13Australia I don't know it might only be
16:15an American thing you'd have to look
16:27no I think it's just time they want to
16:29get they want to see you use it for
16:31about a week and they want to see the
16:33payments keep working for a week before
16:35they start letting you spend more and
16:47then our Google accounts hooked directly
16:49to our bank - and then you know a lot of
16:53things are hooked directly without cards
16:55because then there's no issue for error
16:59there and then we look at our numbers
17:02all the time every day
17:04all day over full time bookkeeper
17:07looking at them all day every day and
17:10then he's just looking at everything
17:16every day and giving me a cash report
17:18every day telling me what's going on I
17:21have to approve payroll before every run
17:24and then different reports on different
17:27expenses if any expense comes up and he
17:29doesn't know what it is
17:30he'll query it with me so we don't miss
17:33anything if her cent moves I'll see it
17:42we have and
17:53sure yeah so like you've got accounting
18:00then you've got management and what
18:06you'll probably find like I've found is
18:08that you have to build you have to do a
18:11lot still even when like as an
18:14entrepreneur even when you have staff
18:15you can't become a just a full-time
18:17manager because you have to build so I
18:20have to build the courses I have to do
18:22like the Q&A calls I also have to write
18:25copy I have to build the funnels I have
18:27to do different things and a lot of my
18:29time is spent building and builders ant
18:31managers so I can't be a good manager
18:35and if I try to then I won't be a good
18:37builder this is a common problem a lot
18:40of people fall into as soon as they get
18:42some people on their team so you need to
18:44hire a manager once you've got like more
18:46than five people and actually I was
18:50thinking about this this morning you
18:51your person the best person on your team
18:53right now should become your manager you
18:56don't need to hire a manager the person
18:57who already knows the most about your
18:59business knows every detail every in and
19:02out they should become the manager
19:06knowing everything so GC became my
19:11general manager because he was a
19:12customer of mine first and he had been a
19:14customer mind for years so he knew the
19:16product and believed in it important and
19:17was applying it and all of that then he
19:20had worked with me on Facebook Ads then
19:22he had done sales calls and he had seen
19:24everything happens since day one so I
19:26was like if first I was like I need a
19:27manager so I should hire a manager but
19:30then I started looking at managers and
19:32realized how useless they were because
19:35like people who are managers but they
19:37come in with a suit and stuff remember
19:39the people we interviewed it's the holy
19:41[ __ ] there's no way I'm letting that guy
19:44near my business and then I was like
19:46it's actually Jesse he's perfect fit
19:48because he knows it all and then he's
19:50learned how to do the management but the
19:53most important thing is knowing
19:54everything if we enter now every detail
19:58every nuance and how the whole machine
20:01works because you can learn the actual
20:03management so
20:04of it but learning that thing there and
20:07liking it and caring about it and being
20:09passionate about it that's the most
20:10important thing
20:17how would you describe that it's kind of
20:29like like your their building and
20:32Department maybe so let's say you've got
20:35yourself later if you're hiring someone
20:38or if you're hiring first person II need
20:41to say okay whatever there if you guys
20:42would be like you think it's per day was
20:45the quality going to be so you're like
20:47designing what that those KPI should
20:50look like for that position and that
20:52role and then you're hiring that so then
20:55you have to figure with the Job
20:57Description you look like what they're
20:58accountabilities and deliverables when
21:01are they going to report to you these
21:02sorts of structural things but once you
21:04build that out once then it's just more
21:08of a check-in to make sure that they're
21:09doing that repeatedly so it changes to
21:13go like design it build
21:15that management system is first and then
21:18it's just checking information of their
21:20delivering on their KPIs or whatever
21:25I think we've got like 50 people in our
21:28team and I'm pretty sure I only hired
21:29four of them so the manager often ends
21:33up building the whole team's like souls
21:35tell Jesse Jesse I need you to build us
21:37the support team so he would start
21:39writing the Job Description like like
21:43and then you know trying to find people
21:45finding them onboarding them teaching
21:47them what to do trying to develop the
21:48systems to be efficient with it then
21:50once we've got enough support people
21:52then he has to hire a manager to manage
21:54the support people make sure the manager
21:56is doing the job then he can move then
21:58he's building like a a webinar live chat
22:00team hiring all other people managing
22:02them then putting a manager and then
22:04managing the manager and then once
22:05they've got it move next team done that
22:07again next team next team he builds the
22:10teams gets the system and then puts the
22:12manager in charge of the team make sure
22:14the managers doing it then he manages
22:15the managers right it's like without
22:19that I wouldn't wouldn't if it would
22:22have grown
22:35because no like it's amazing no be on my
22:40team okay so the first thing all of our
22:45clock all of our team does is go through
22:47our whole course and the webinar so they
22:51have to watch the entire course
22:59yes so there's this is why you can't you
23:03know you've got a you need a first of
23:05all get a manager and what you need to
23:07find the person who knows the most about
23:08your business and make them a manager
23:10right and then you need to give people
23:15start like thinking about the business
23:17structure like a really key role
23:24definitely has to be the structuring
23:26which is kind of like management so you
23:31always want to think like what's the
23:33design of the business like who are the
23:35managers what are the departments what
23:37are the different functions then who are
23:39the people in the team and what are
23:41their KPIs what are they actually doing
23:42what its success what's failure what's
23:46average and then is everyone all the
23:49eyes on everyone making sure everyone is
23:51doing the right thing at all the at all
23:52times right there is way too much going
23:59on in my business for me to know about
24:00it like so I have to trust different
24:04people are watching different people
24:05that are watching different people that
24:06are watching different people
24:12well I can't control it if I tried to I
24:16wouldn't but I am controlling it by
24:19leasing other people controllers
24:25sometimes they do but then they learn
24:28and if they [ __ ] it up and don't learn
24:30then they get fired like but everyone's
24:33going to make some mistakes right the
24:35main thing is that after someone makes a
24:36mistake
24:37they generally learn from it right so
24:40yeah it's going to happen
24:55it depends though like because it
24:58because I know this feeling because
25:00sometimes you think it's your fault
25:02because there's just no management and
25:04no support structure the air in life
25:06operational there's a charge you know
25:17these masterminds of these programs to
25:20teach you how to run your company and
25:22create SOPs and they always preach that
25:25you know it's your fault it's your fault
25:26your fault
25:27you're the leader your team's fine if
25:28your fault is your fault most of the
25:31time honestly it is because they're
25:33management's so bad that the damn person
25:35doesn't have what's their take to help
25:37them and so most the time it is I'd have
25:40to agree but if the management is good
25:42and the person has the good management
25:44and they continue for covers their fault
25:47yeah yes but you have to know like it's
25:52their fault
26:05nohe well actually we don't define the
26:08kpi's until we've let people do it
26:10because we have no idea we just be
26:12guessing
26:12so when Jesse built the support team he
26:15hired all the different people put the
26:16manager in place and then had to keep
26:20babysitting the manager and then he
26:22couldn't go into other things so we had
26:24to get rid of the manager and bring
26:25another manager in and as soon as we did
26:26that it the performances went Paul and
26:28then he could leave that manager to do
26:30this job and I never once knew what the
26:35kpi's were by all we had any design into
26:41it Jesse and the manager did it
26:47[Music]
26:52no maybe a mastermind member if it's a
26:57suit of a proper serious question but
26:59like no I do the live streams for the
27:02for that and then I do the QA for
27:06quantum and then the QA for up level and
27:09that's the place to ask me I might reply
27:13every now and then in the Facebook group
27:14but that said it's impossible for me to
27:18be able to talk to everyone all the time
27:20and surprisingly no one even messages me
27:22ever I might get one message on Facebook
27:26a week and zero emails in a month from
27:30anyone yeah but honestly then it's
27:44they've just knowing it anyway so it's
27:46not even hard because they're just they
27:48psyched and they knew they'd say so when
27:51we told them they'd lie fine now they
27:56just weren't into it like they was just
27:59a way to make money anyone that's doing
28:02something just for the money they're
28:04gonna get fired
28:10sometimes but also sometimes in the
28:12beginning you're more desperate so
28:14you're kind of willing to hire anyone
28:15and then later on when you you're not
28:19then you can start flushing out there
28:22but quite often some of your first hires
28:24are out of desperation because you just
28:27need [ __ ] somebody you don't even
28:28care and it is better than nothing but
28:31later on you've got to make sure that
28:32their performance keeps going up you
28:35have to lift the bar well we can do it
28:50Jeannie does and just fire the bottom
28:51team scene every year
28:55Wow
28:57not really I mean if someone's the
29:02absolutely low-performing I mean that
29:03means that they're not yeah at least not
29:12in the big guys it's not necessary in
29:14the beginning I think once you get up to
29:16a like you know if you were doing I
29:20think the right time to probably do that
29:22is like five six hundred grand a month
29:24sort of thing or maybe even three
29:27hundred grand a month but like if
29:32they're working from home how do you
29:34know why like if there's an issue with
29:38their performance how do you know if
29:40it's because they're not well what is
29:42the role right so if it's customer
29:43support it's better for us to just look
29:46at the numbers and help Scout then to
29:49actually see them because if when you
29:50see someone and they're not there you
29:52might be like they see slacking off
29:53which is totally irrational but if you
29:56look at the numbers you're like how many
29:57tickets if they done today what's their
29:58happiness score and how are they
30:00averaging for the week and all that and
30:02it's better to just manage them like
30:04that it's better I wanted to get an
30:12office purely because I wanted to do
30:17like my platform which was like I needed
30:20a product manager who could understand
30:23my vision of that and then manage all of
30:24my engineers and front end designers and
30:27all that which is complex and I didn't
30:29really want to have to have that
30:30conversation over the virtually and all
30:32of that you know so I wanted that person
30:35to be there I actually wanted an office
30:38so that all the managers could be here
30:39and then I don't really mind with their
30:41team members are so like we often have
30:44the managers here but their team is
30:46virtual make sense yeah
30:52because I quite like the idea especially
30:54when we get a bit bigger is that you
30:57know all the managers are in here so I
30:59can have that tight relationship and I
31:01can just ping anywhere I want and get a
31:03feedback of what's going on in that part
31:05make a decision make a decision but
31:08they're team members they don't need to
31:09be here
31:10it depends on the role like support
31:13definitely doesn't live chat and that
31:15definitely doesn't either think strategy
31:17sessions they don't need to be because
31:18they need silence and then the engineers
31:23like developers they don't need to be
31:25you you don't want them to be they're
31:26too expensive here and then you want but
31:32I wanted the media buyers to be here
31:35marketing manager to be here data
31:37scientists to be here product manager
31:41yeah
31:46the hard stuff I wanted close to me but
31:49yeah but honestly if I didn't hire it's
31:54so hard to hire somebody yourself while
31:56doing everything else that it was like
31:58the most draining thing the hardest
32:00thing ever to just make like one or two
32:01hires but as soon as I put a team in
32:03place like GC and a management team they
32:06just hired everyone it's like who hired
32:09my Facebook media buyer and the YouTube
32:12media buyer was Fisher so I hired Nick
32:16Fisher then he hired his team so you
32:19don't really want to hire someone's team
32:21you kind of want to hire them and then
32:23let them build their team
32:29we teach it because it takes so much
32:31time I have to teach them at
32:38it's a good question so I think the
32:42first thing you want to do just the best
32:44way to know when to hire is when the
32:46pain is extreme so like you said it was
32:51support because we do that hundred units
32:54of time thing right where is it all
32:56going you're probably going into your
32:58customer support so the first person you
33:00should have hired what you did was a
33:01customer support person that's when you
33:04do it then you know if it's if you're
33:07maxed out on strategy sessions and
33:09customer support isn't really an issue
33:10which is more common in high ticket then
33:12it's a sales rep and then what about
33:15when they get maxed out it's another
33:16sales rep what about when they would get
33:18maxed outs another sales rep but now all
33:20you need someone to manage those sales
33:22reps then you get one of them but now
33:23you need someone to do the ads better to
33:25fill all of their calendars well now
33:26it's a media buyer but now you've got
33:29all of this other [ __ ] going on so now
33:30it's a community manager but now you've
33:33got too many people so now it's a
33:34general manager to manage them all right
33:40you start with what where the pain is
33:44because in your case that was customer
33:46support but I know in most people's case
33:48with the strategy sessions it's the
33:50phone and as soon as they've got that
33:53nailed and then it's a few more sales
33:55reps then it comes to the ads part then
33:58once you get those two parts nailed it
33:59comes into operations like a community
34:02manager that's very helpful because
34:05you've got the calls running you need
34:06the recordings running you've got the
34:08Facebook groups running you need someone
34:10near to kind of balance all of that and
34:11then make sure it runs like clockwork
34:14you don't want to drop the ball anywhere
34:16and then customer support becomes an
34:21issue and you want to make sure you make
34:22that good good support makes you more
34:25money
34:35what are we holding yes do you map of
34:43all the different people you should be
34:46hiring basic it differs but unlike what
34:53your issue is and what your model is
34:55like it's where the pain is there's
34:57always where the person should be hired
34:58but once you get to your stage we've got
35:01as many people as you have you need a
35:02manager
35:03you can't hire any more people you are
35:06the manager right now but you can't
35:08manage because you need to build but you
35:10can't build because you need to manage
35:12so you're not building or managing
35:15drinking you need good management is so
35:27important
35:28without that the whole thing would just
35:29go chaos because everybody needs to be
35:34watched in detail they need to be fact
35:38checked they need to be if all I of
35:40someone's eyes aren't on someone all the
35:42time they're gonna play up well I told
35:49you Jesse was a customer of mine and
35:51then he was he would knew the most about
35:52my business so he just became the
35:54manager even though he had never really
35:56done management but then I just told him
35:59to learn it and then he did over time
36:01and then Fisher for marketing I found
36:06him from another company
36:13sort of I mean both me and Sam
36:17we started his same kinda teach me up on
36:19his style which is pretty similar to my
36:21already
36:22I found Nick because he knew how to do
36:27Infusionsoft copywriting Facebook heads
36:30YouTube ads and funnels and like jayvees
36:35and like social media he knew everything
36:38I was like well this guy's like pretty
36:40much running the entire company which he
36:43pretty much was which was what I was
36:44extremely hard to get in because the
36:46whole other company was about to
36:48collapse so I had to wean him off
36:50because I didn't want to hurt that other
36:52company you know what I mean so like I
36:55like people that have that know
36:58everything they make good managers the
37:02Google call them t-shaped people so they
37:04know a lot they know a lot about quite a
37:07broad range of things but there they can
37:10go deep on one specific thing because
37:13you don't want someone who only knows
37:14one piece but not all the other pieces
37:16they've got to know a lot so thinking
37:21that I could find someone that knew Ads
37:22Facebook copywriting jayvees all of it I
37:25was like man and then I I was talking to
37:30Nick by chance
37:31well actually what happened is he
37:33messaged me wanting to trade like
37:37knowledge because he said he knew a lot
37:39about YouTube ads and he wanted to tell
37:41me what was work on YouTube in exchange
37:43for me telling him what was working on
37:44Facebook so I oh yeah cool then I worked
37:47out I was like wait a minute he's
37:49actually going out of his way to do this
37:52I was like no one does that he's
37:55actually going out of his way to make
37:56the company better and then I knew that
37:59I found out that he knew everything
38:00about everything and then on that call I
38:02was I actually joined a job and then and
38:05that was there but you want to find
38:08those people that have broad knowledge
38:10so Jesse knows everything about my
38:13business fishing you knows everything
38:15about marketing and how that works and
38:17then for our specific people we want
38:19them just to go like deep on like
38:21Facebook ads or YouTube ads but the
38:23managers have to be good generalists and
38:26also goods kind of good at specialists
38:29they like t-shaped yeah
38:33to see you it depends on what the
38:44department is so like media buying
38:46absolutely has to be incentivized you
38:48know because it's it's crucial strategy
38:51session people would have to be
38:52incentivized but like customer support
38:55and other functions don't so much need
38:57to be incentivized but we haven't really
39:00got our incentivize Asian things like
39:02dialed in this year I'm planning to roll
39:05in like stock options and things like
39:07that to make sure that everyone has an
39:11owner instead of an employee do you
39:19profit on cash incentive where the
39:23incentives must be aligned on the thing
39:25that's important yeah it seems like the
39:29vast majority of media buyers these days
39:43the incentives have to be aligned
39:45perfectly owl still aren't that we need
39:48to do things we need to do a lot more
39:50there because you know really stock
39:54options are the best and my eyes because
39:56that's long-term like thinking plus I
40:01think Jeff Bezos said it best in his
40:03first leaders to shareholders he said if
40:06we want to be the best and survive the
40:09long term we need a team of people who
40:12think and act like owners therefore they
40:16must actually be an owner because the
40:18only way to make someone truly think and
40:20act like one is to make them one same
40:22with Sam Walton I think he learned that
40:23from him
40:24because that's what he did he made
40:26everyone an owner
40:35they said like what's he want to do
40:36people see you don't have a YouTube fire
40:38right they say run a contest where you
40:41give everybody a thousand bucks and
40:43giving you five people in the contest to
40:45be mall a thousand dollars an ad spend
40:48and whoever you know doesn't investigate
40:52the most profit on cash gets the job you
40:56could do that what we did is we just
40:58went looking at like like media buyers
41:03who knew if all the technical stuff had
41:05good experience and they would winning
41:07hard battles so like Tommy was doing he
41:12was media buying for like what do they
41:14call it CPA so he was doing media buying
41:17to like get leads for colleges and then
41:20it's hyper competitive and it's also if
41:24you can make that work you're good and
41:25so like really good at they're a nuanced
41:28there and then Jordan our Facebook guy
41:30he was doing like affiliate offers on
41:33Facebook so they knew the platform and
41:35everything but then we taught them
41:37everything we knew and it took them six
41:38months to get good you have to
41:41understand that no one's gonna be real
41:42good until six months to a year but they
41:45have to how you have to hire for
41:46potential and then make them good you're
41:49never gonna find someone who comes in
41:51good and if you do you're gonna pay
41:53through the nose for it but they don't
41:55really exist anyway so hire for
42:00potential make them good
42:03first couple of people say my case once
42:06it gets to be too much for me to do
42:07strategy so the first couple of
42:09themselves guys I've also potentially
42:12looking to move into a management
42:14business growth so you're looking for
42:16that management
42:20yeah sales might act differently just
42:24because their function is like sometimes
42:26sales people just want to keep hunting
42:27they don't want to manage so you might
42:29want to bring a manager in but pretty
42:32much every other role yeah once someone
42:33gets good at they can become a manager
42:35just don't worry about the future you
42:42need a start first
42:48you