How to Stop Being the Bottleneck in Your Own Business | George Rivera

Most business owners know they're the bottleneck. The problem is, knowing it and actually getting out of the way are very different things.

In this episode, Matt sits down with George Rivera — a multi eight and nine figure entrepreneur who scaled a supplements brand past $200 million — to talk about the moment his business started suffocating him, and what he did about it. George breaks down his Buyback Time Formula: the frameworks he used to go from trapped founder to genuinely freed-up business owner, and how he's helped others do the same.

George gets into the practical stuff — the Freedom Audit, how to identify what's actually worth your time, and why most entrepreneurs are attending meetings they have no business being in. If you're making money but feel like you're buried alive in your own company, this one's for you.

Chapters
0:00 - Coming Up
1:45 - When $20M Felt Like a Prison
4:01 - Knowing the Problem vs. Knowing the Fix
7:05 - The Freedom Audit: Mapping Your Time
8:13 - Do These Frameworks Work for Every Business?
11:46 - How Does This Compare to EOS and Ryan Dice?
12:39 - Why Entrepreneurs Are Scared to Delegate
14:06 - The Tim Ferriss Question: Is 30 Hours the Goal?
17:12 - Who Does George Actually Work With?
18:17 - The Book, Coaching and Mastermind Options
22:02 - Where to Find George Rivera

Follow George:
Instagram: https://www.instagram.com/georgerivera1977/
LinkedIn: https://www.linkedin.com/in/george-rivera-53b3296/

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Connect with Matt Haycox, No BS Business Podcast Host & 8-Figure Entrepreneur.

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Transcript

SPEAKER_01 0:00

Guys, Matt Haycox here for another episode of No Bollocks with me, Matt Haycox, and George Rivera is in the house today in the virtual podcast house. George is a multi-eight and nine figure business owner. One of his biggest businesses has been scaling a supplement brand to well over $200 million. But what we're really here to talk about today is his book. He has a book called Buyback Time Formula. He also hosts a YouTube channel by the same name. The crux of this book, the crux of where he's at now is taking systems and formulas to make business owners redundant, effectively, to make you be able to step back from your business and as the title says buy back your time. Now, as a business owner who has been imprisoned in my businesses and imprisoned in my life for pretty much the entirety of my working career, this is something that you know really, really rings true to me. I can I can very much relate to it. And I think from the research, not research is the wrong word, but so from the studying of uh you know books and material in this space I've I've I've done over the the recent years, you know, I will go as far as to say that if you haven't got systems in your business, you don't have a business, you've got a well-paid job, you're never going to be able to sell it, you're probably not going to be happy with your life. And that is my perfect setup to why George Rivera is going to tell us what we're doing wrong and how to get it right. So, George, thanks a lot for being here, buddy.

SPEAKER_00 1:34

Oh, thank you, man. Appreciate it. Excited to be here and share whatever uh wisdom and knowledge I can over over my years of just being in this crazy industry.

SPEAKER_01 1:45

So so as I said in the intro, you you've you've owned multiple businesses. Uh I mean we talked a bit before you before we were on camera, you know, you've had a you've had um a digital agency or you know, Soviet agency with you know 40-50 members of staff, you've had multiple eight and nine-figure businesses, you know, you've done hundreds of million dollars in sales. When was the wake-up call for you and what was it that went wrong or that broke, or you know, what what whatever it was that happened that made you realize you've got failures and faults in the business?

SPEAKER_00 2:15

Yeah, I would say the time when when things really escalated was the year of 2018. So I started this company back in 2015. Like I mentioned, I had an agency, I threw some money into a bank account, treating it like a client, and just you know, implementing some of the strategies I've been doing for years. And it just it essentially scaled, and I never had to refund it, so that's awesome. But yeah, I essentially built myself into this uh little prison here. Uh scaled the business to 20 million dollars that year, and essentially, like I said earlier, it's felt like it was printing money, so that's kind of a good thing. It's good to succeed in business. But the other side, my my life was essentially drowning and suffocating because everything relied on me. And you know, I'm a I'm a marketer, I like you know, video sales letters, copy, conversion optimization, revenue optimization, making people take the action that I want them to do when they hit my pages. But when when everything rolls up to you on the operational side, it it almost takes another side of the brain to like be effective and good at that stuff. I think I was okay at it, but the same brain shouldn't be in charge of both. You either gotta be one or the other. And my zone of genius is more on the marketing end. And so I remember calling my my friend and my mentor saying that, man, there's some days that I hate this business, and I know that I was on the verge of somehow sabotaging. I don't know, people kind of do multiple things when they're in that kind of pressure, but I just was not enjoying it. And so he essentially lovingly talked me off the ledge of doing something not super smart to to the business, and we set up uh essentially established frameworks that you know there's other people out there that love operations, that's what they live for, and they love cleaning up things or organizing things or making sure everything runs properly while you can stay focused doing your zone of genius, and that's essentially the the era around the time that I birthed this whole concept of buying back time. Didn't have that name at the time, but essentially that's what it became.

SPEAKER_01 4:01

Now, did you know how to solve this yourself then? Because I mean I mean I guess you know I can look at my businesses or I have looked at my businesses in the past, and you know, I I I can probably admit that there's problems, you know, I can admit that I'm a bottleneck and and see that systems need to be implemented, but you know, I don't really think I'm the man to do it. You know, I I don't probably know what you know what the best systems food are, and I certainly, you know, probably haven't haven't got the time or discipline to do it. Uh, you know, I I mean did you or did you go and find some external help?

SPEAKER_00 4:34

Yeah, I mean I I I did read uh search for external counsel essentially in my friend, and he suggested that I essentially like review my calendar, and I have a name for that now called the Freedom Audit, which is where you're looking at the things that you're doing. And if you're kind of like me at the time, like I didn't really have a great calendar. I'm like, I can look at my calendar, I got a scheduled call, and like I'm not really detailing what I'm doing, so that was kind of my first problem, at least in the analysis phase. Um so I started from that point for the next couple of weeks detailing what I'm doing. I'm like, I'm I'm writing a sales letter, I'm communicating to the ops team about something here and sort of just figuring out like where my time is best spent.

SPEAKER_01 5:11

And and tell me, and why are you doing that? Are you doing that so you understand where you spend your time, or are you trying to see where you waste time as well?

SPEAKER_00 5:20

You know, it's actually a combination of both. I I'd say at the time I didn't know that. I'm probably thinking, you know, just first, where am I spending my time so that I know like what I can get off my plate? But essentially, when you do a deep dive on how you're spending your time, you are identifying a lot of things that you could essentially cut out that don't move the needle. You know, like for me, work was part of my input.

SPEAKER_01 5:41

There's some some immediate things that most business owners you come across and work with now all tend to do that you know, that that are low-value tasks or unnecessary tasks. You know, there's some things that are always you know pretty much on everyone's calendar.

SPEAKER_00 5:55

Yeah, I'd say the the low-hanging fruit of that is yeah, I just come across a lot of people that are just on a lot of business meetings. And you know, like there's a season in life when when there's time for the entrepreneur and the founder to sort of be in on a lot of things because you gotta like build this business up, it's gotta generate revenue. Uh, because how else are you gonna pay for help? You gotta like have the means to do that. But once it's to a place where you can properly delegate and afford uh a team, a staff, outsource, or or whatever, however, you might get to it, then you don't need to be on all these meetings. You need to stay focused on things that will elevate the company and bring in the revenue, you know, not like, oh, let's compare these, you know, service providers and see if we can save a few dollars here and there. Sometimes your input might be required, but today we've got these AI tools that can jump on on your behalf. All you need is it could literally be a VA in another country just asking questions, and you've got the AI, you know, recapping the call for you, pulling out highlights, and you can make a decision from there. That's a simple way to do it. But most people that I talk to, they've got like an ops team that they can like delegate properly. And so that would be like the low-hanging fruit is just taking taking on too many meetings that you don't need to be on.

SPEAKER_01 7:05

So you documented your diary. What what happened next?

SPEAKER_00 7:08

Yeah, so I I went, like I said, 2018, did uh $20 million um hating life, almost wanting to shut it down or sabotage it. And we implemented some of the frameworks that that I've I've documented in my book. Didn't really have any sort of documentation to follow, was sort of kind of winging it along the way. And I would say it took about three years to get to the ultimate transformation. Some of that's trial and error, some of that's you gotta have faith in the system that you put in and kind of back out and and sort of let the frameworks do the work for you in 2021. Scale the business to just shy of $50 million. And I was never working more than say 30 hours a week. That's my goal is to have people structure their life so that they're not working more than 30 hours a week, but I was taking extended time off. Sometimes I was a month or two completely off the grid. And one of the first things that I do with clients is I tell them, you know, on our onboarding call, for example, I'd say in six months we're gonna take a vacation and it's gonna be two weeks long. And I might let them go as short as one week if it freaks them out, but it's gonna be a significant period of time where you're off the grid. So we got six months to get there. And so let's go. And we gotta implement these frameworks.

SPEAKER_02 8:15

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SPEAKER_01 9:16

So talk to me, talk to me about some of the frameworks. I mean, are they standard frameworks across your business model that that everybody can fit their business in, or do you have to tailor things to specific industries or to specific size businesses?

SPEAKER_00 9:31

Yeah, I'd say generally speaking, it will apply to most. I know there's kind of on the edges, you'll always have kind of the special reasonings this way or that way. I'd say, I don't know, if I had to give a number, 80, 90% should should apply. And essentially, if you're in a business where you can delegate to other people something, like you have a team, or you have the means to have a team, then you're in a position where you can benefit from these frameworks. And really, there's like there's only three things you could do with any given task automate, eliminate, or or delegate, and in no particular order, but you know, in automation, like with AI coming up, there's so much you can do there that that'd be a whole nother podcast on its own. Elimination, like we talked about earlier, you will identify a lot of things that aren't moving the needle and don't even need to be done. It's just part of identity to be busy. It's like I'm working now and I feel good, I'm being productive, but it's not moving the needle. And there's probably come up with a lot of examples there. And then the other one is delegation. And I know that some people hear that word and they're like, Well, I've tried delegation, and yeah, just everything kept coming back to me. And I'd say, So did I. That's how you have 40 people and you're still the bottleneck. It's because you're not delegating properly. But you got to transfer the task with true ownership, let them own the outcome, show them what the outcome looks like versus just a simple, like, here's how it needs to be. Like, you need to show them an example of a successful outcome and give them the freedom to do it and even improve upon it. And so, yeah, those are the three ways to uh that you can manage any task.

SPEAKER_01 10:55

When you talk about say, you know, deleting tasks that don't move the needle, are you talking about deleting them from the let's say you personally and therefore delegating them, or potentially just deleting them from the business in general that you know that the that people do do things that don't need to be done, which I often find, you know, and again I'm guilty of this, my businesses have been guilty of it, that you know, we we normally try and find uh let's say something to add to solve a problem, you know, whether it's adding a person, adding a tool, and you know, adding adding something that I that costs resource, time, money. When very often, you know, if you actually look at the thing that you're trying to solve, it doesn't need to be there in the first place.

SPEAKER_00 11:38

Right, right. No, absolutely. And and I'm the world's expert at adding people to solve one problem, then they're on payroll, and I'm trying to find stuff for them to do. It's very inefficient, very expensive, wastes a lot of time and money. And so, yes, I'm right there. One of the first things that I did when when we started kind of this personal transformation is I took my 40 people instead of like, imagine me and then like 40 people right underneath. Um, we implemented like a like a corporate structure. And I hate to sound business-y, this is online marketing, we love our freedom, and we're rebels, forget the corporate speak, but uh, this is one place where it kind of makes sense and where they sort of get it right a little bit. Sometimes they get like a broken clock might be right twice a day. So this is one of them where they have like a corporate structure where somebody is in charge of other people and it sort of like issues can escalate, and you can put in rules on it's not gonna get to me unless it hits a certain threshold. And when you do that, you know, in my case, I eliminated like over 90% of just little communications and questions and time wasters, especially that hey, you got five minutes? And I was like, five minutes is never five minutes, and it just throws your whole day off. So giving your team the right to make decisions within boundaries is is one of the first steps that I took to complete freedom.

SPEAKER_01 12:50

So I'm I'm reasonably familiar with uh EOS and also with Orion Dice's business, the the I think it's called it called the scalable company, and I guess those two are effectively competitors of each other. Is your system effectively a competitor of those guys as well? A variant on that, or are you something that layers on onto someone using EOS?

SPEAKER_00 13:10

Yeah, you know, honestly, I haven't done any deep research in in those, in those competitors, and I know Ryan Dice very well. I you know, he lives in my in Austin in the same area. I've been to his war room mastermind and and worked with him on various things. So know him well. Um but I have to say I haven't studied what what he's into. I'm I'm aware just at a high level what it is, but not specifically. So honestly, I would say it's probably something you could layer on. It's there's probably some similarities, but I imagine there's enough enough differences that that it can make it a a worthwhile thing to to layer on top.

SPEAKER_01 13:42

What kind um what kind of pushback do you get when when you work with entrepreneurs? I mean, I I guess you know, people people are fearful when it comes to delegation, you know, whether that's down to to genuine fear, whether it's down to ego that people you know like to be the bottleneck, you know, what what uh other pushback and problems do you get?

SPEAKER_00 14:01

Yeah, um e ego is definitely a big one. It's like I want to be the hero to my business, and that's cool, I get it. And I I kind of felt that way too, but I realized too that I was being a little bit arrogant if I'm if I'm thinking that I'm the best in the world at this one certain task and that nobody else can do it. In my book, if somebody can do it 80% of what I can, to me that's a win, especially when you consider my time, which I can never recreate, can always make more money, can't make more time. But oftentimes when when they're at 80%, give them enough, they're gonna hit 120% and do it way better than you ever did. And so what I tell people who struggle and hesitate with delegation because of control, I'm like, just try one small thing, maybe something that isn't critical, or at least in your own mind that you feel like it's not critical, just get it off your plate and and you're gonna be hooked for life when you buy back that time. And and time will be the most valuable thing. And I'm I'm willing to sort of risk a little bit in the in the pursuit of buying back my time, but it's not like you know, just dumb, uncalculated risks. It's it's with a structure and a framework that's been proven to work. Sometimes it's just not the right person to do it. I would just say, isn't isn't buying back your time worth, you know, just giving it a shot, is what I would say.

SPEAKER_02 15:11

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SPEAKER_01 15:55

So you said that you know you you kind of work 30 hours a week, you know, you you you aim to get your clients, you know, not working any more than that. I mean, obviously, the the original daddy in this space was probably Tim Ferris with his with his four-hour work week. Now, whether or not that was uh a reality or just uh just a fantastic piece of marketing for the title of the book, uh, you know, is is is open to debate. But should someone want to push it more than 30 hours a week? I mean, I guess you could take that both ways. Could someone be, let's say, more efficient and more efficient and therefore push a 30 to 25 to 10 to 5? And also if they can do this in 30 hours, or if they want to work 60 hours, can they go work 60 hours and effectively run two massive businesses?

SPEAKER_00 16:42

Absolutely. Like it's all about where you want to be in life. You know, a lot of the men that I come across, and I say men specifically because that's the I appeal to them, but I've also talked with women, but but you know, they're they feel like they're they're being absent or pulled away from their family because they're working too hard. And so that's where, okay, if we can set a structure where you're working no more than 30 hours a week and we're doing that intentionally, that gives you time to have presence with your family. But yeah, I mean, I know had I heard a message like this in my say late 20s, you know, mid to late 20s before I had any kind of family, I would have been like, wow, yeah, I I'm still gonna work my 60 hours, but now I can like double up. And and so I would say it it just depends on where you want to go in life. But um, but then there could be an argument of, well, if you're pushing those those kind of high hours, how effective and efficient are you really gonna be? And eventually you might burn out. So so there's that argument too, but just say in the in the more immediate, like you're very ambitious and you want to do other things or start other side businesses. Like, for example, one of the things that I started was a seven-figure land business on the side. Um, I might only work one or two hours a week on the business. I applied all of my frameworks, I hired people, I gave them rights. I said, if it costs anything over $500, don't bother me. Like, just do it. You know, if it's a recurring charge, then let me know because we'd also don't want to be, you know, leaving things billing forever. But like if it's under $500 and it has to do with generating revenue, like it's testing a new tool or or or you know, investing in leads so that we can market to them. I'm 100% in for that. And of course, we will review on our on our weekly call if that was an effective decision or not. But I don't need to be pinged while I'm trying to live my life. Hey, can I do this? And I have to ask, what is this for? And you explain it, we got to get on a call. Uh, you're you're just giving them decision rights, and it doesn't happen by accident. You got to train them first to to like what is a good decision that I approve of under $500, so you don't have to worry about asking me. Um so there there is some structure to that too, some SOPs, uh Loom videos, and giving them process to follow so that you explain it once, then it's there and they can do it. And some of the low-hanging fruit is I ask clients, hey, what are you having to tell people, or you know, your outsourcers, your employees, what are you having to say multiple times that you could just do once and boom, there it is. And new question adjustment, okay, it's good. And you're only refining it, you're not like over and over and over again, you know, teaching the same thing.

SPEAKER_01 19:01

Do you just tend to work with the business owner, or do you do you get involved with the employees as well? And and what is a typical client for you? Are we talking, you know, let's say busy one man, you know, busy solo entrepreneurs, or do you work with people who've got 50, 100, 200 staff?

SPEAKER_00 19:15

Yeah, so it's kind of all over the place, I should say. I I would say the one that I typically don't work with, not that I can't, but they're typically not in a place in life where where my strategies might be effective. Not to say they can't, but I would say like a solo entrepreneur that's just getting started. I would say buy my book, implement some of the frameworks early on. So that that would be kind of like my suggestion to the beginner. And I would also just say, you know, prepare for a nice little season of hustle because you are the engine that makes it happen. So you might have to do the the 40 plus, 60 plus hours a week to get things going. It's when you're you're generating cash flow, when you're making money, that you can afford and you have the resources to delegate. And so I usually meet people in the middle of the I'm making money, but I'm working way too hard for this. I'm not enjoying life, and there's there's gotta be more to this. That's kind of the people that that I I connect with.

SPEAKER_01 20:05

And how do you so what are the options for people to work with you? They can read your book, they can buy your book, I assume they can consume free content on on YouTube, or then they can they can come to you on a paid basis, which how does that look like? It's one-on-ones, it's masterminds, you have staff who can impl implement as well.

SPEAKER_00 20:23

Absolutely, yeah. So yeah, it you pretty much said every option, but I'll I'll break it down quickly for you. So initially it's the book, and and I have a it's you know, the free plus shipping is the book. It's 128 pages. I have it right here. This is not a flimsy book. This is uh, you know, it's thick, it's heavy, like I said, 128 pages of of no fluff, little just backstory on why I'm implementing or suggesting the strategy, but it's very much actionable content. And I put my all into this book, like everything from my mind and my frameworks into this book. So my goal and my desire is that anybody who buys it, they don't need to talk to me. Like the holy cow, like they're used to buying products and books that say, Oh my gosh, I love your one little nugget, but now I gotta pay $5,000 to talk to you to give me the whole plan. I was like, you know, and I've read those books and I get that that's a marketing strategy and a valid one. I'm not judging, but I just wanted to pour everything in so that somebody could say, holy cow, that's that's like the best, whatever shipping cost they pay, $9.95 shipping, that's like the best $10 I've ever spent on any kind of business material. So that's the first thing. And then the other thing, I have three different ways that that people can engage with me. Um, the transformation is the same, uh, it's going from bottleneck to freed up business owner, and you can use that time to do whatever you want. Again, family first, father first. So I come from the perspective of being present with your family. The first level is kind of this done for you method, where obviously I can't do the personal side for you because that's that's where you got to come in. But I implement these frameworks into your business. So earlier, when you talked about, you know, do you work with the employees or talk to the you know the staff? That's kind of where that comes in. And so we're implementing these. Frameworks. It's very custom, or or I guess the words bespoke, where everybody's different and unique. So there's not really a cookie cutter template. There's high-level frameworks, and then it's like, all right, well, you know, you've got a unique staff, these are their skill sets. Do we need to hire more people? Can these people take on more work? What does that whole thing look like? So it's deep diving into that while working on the personal side of the of it, where we're scheduling, you know, your your family time, your personal time in place, capping out at a 30-hour work week, and figuring out how to work yourself away from being the bottleneck to the to the freedom to finding your ultimate freedom as a founder. The next one is one-on-one coaching, where pretty much everything I said, but but I'm helping you do that. And we're we're meeting weekly to essentially how's it going, overcoming obstacles. And like I said on our boarding call, regardless of which one it is, we we're scheduling a trip a few few months out. So you better get busy. Like we're we're in we're planning for the transformation on day one. Um and so that's you know, the one-on-one is essentially kind of like the done for you, but we're doing it together. And then the other one is is what I call like a peer mastermind. Um, it's where it's a small group. Uh, right now it's men, but it could it's open to anybody. But um it's a small group of men where it's uh it builds like a camaraderie. I'm talking to one person, they're benefiting by hearing me, like everybody's benefiting, throwing in kind of their their challenges, their successes, um, and and they still get similar tools and frameworks to uh achieve that transformation. So it's kind of like you know, you're driving to this uh ideal destination, but you know, there's three different cars. Say there's the Rolls-Royce, there's the Aston Martin, and there's the McLaren using British cars, and uh, you know, one's super luxury, the other one's a grand touring, a little mix of everything, and then the McLaren's a track bullet. So it's like access to me and how much am I going to be involved in that? That's kind of the difference in in the three. So hopefully that that explains how how people can work with me.

SPEAKER_01 23:51

No, absolutely, mate, absolutely. Well, listen, as I said at the beginning of this, you know, it's something that is super close to my heart, and I'm glad that we've been able to get introduced by uh doing this pod. So I will certainly be uh jumping on Amazon. Can we get your book on Amazon?

SPEAKER_00 24:05

Can we? Actually, not yet. It is so new. Uh this came out late summer. It's soon it will be, but as of now, it's at buybacktimeformula.com. But uh in the next few months, expect it on Amazon.

SPEAKER_01 24:16

Okay, well hopefully you could hopefully I can get one over to Dubai. So I'll I'll I'll look forward to reading it on a sunbed. Uh George, um obviously you're given a buyback uhtimeformula.com. Can we get get you an Instagram, LinkedIn, and anywhere else to find you?

SPEAKER_00 24:31

Absolutely, yeah. Buybacktime Formula, those are my most common social handles. There, yeah, I'm also on Facebook, but that's uh George Rivera 1977, I believe is the name. So it's my my name, but happy to just be friends with anybody that that resonates with the message. Have any questions? Feel free to buy the book and say that you heard it on Matt's podcast, and you'll be an instant friend. I'm happy to just as a friend answer any questions you have on the book and with no uh expectation of anything. Just want to be a resource and help people.

SPEAKER_01 25:01

Fantastic. Thanks again, George.

SPEAKER_00 25:02

Thank you, Matt. Appreciate you.

SPEAKER_02 25:05

Thanks for tuning in to No Bollocks with Matt Haycox. Today's conversation was packed with actionable insights, and I'm super, super grateful that you joined us. Now our community now boasts 160,000 downloads a month of this podcast, and that is a testament to entrepreneurs just like you who refuse to settle for mediocrity. So don't miss out. Subscribe now and gain exclusive access to the conversations that can transform your business and transform your life. Also, while you're at it, if you could visit www.mathyphenhaycocks.com or click the link in the show notes below and please sign up to the no bollocks newsletter. That's like the sister newsletter that lives with this podcast. Every week I send two emails, and in just 10 minutes, you're gonna gain more knowledge than most people doing a three year MBA. So please subscribe, rate, share this episode with someone who needs a no bollocks boost. And until next time, keep hustling and keep winning.