The Power of Niching Down

In this illuminating episode of Curve Ahead, host Brian welcomes Lucho Silva Ball, CEO and co-founder of Digifiance, a HubSpot Elite Partner agency. From humble beginnings in a studio apartment to achieving HubSpot's highest partner status, Lucho shares his entrepreneurial journey and the pivotal decision to specialize exclusively in HubSpot that transformed his business.

Listen as Lucho reveals candid insights about content strategy in the age of AI, why generic content no longer works, and how focusing on a specific niche dramatically improves operational efficiency. Whether you're building a business, considering specialization, or refining your content strategy, this episode offers practical wisdom about perseverance, discipline, and the power of authentic expertise.

Curve Ahead is a production of Autozy, where we help businesses amplify their voices, share compelling stories, and achieve measurable growth through expertly crafted podcasts.

Transcript

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Welcome back to Curve Ahead, the podcast where we dive into journeys, challenges and strategies of business leaders making an impact. Today I'm joined by Lucho, the founder of Digifiance, a HubSpot partner agency that helps businesses optimize their marketing, sales and operations. In this episode, we discuss the power niching down while focusing exclusively on HubSpot transformed Digifiant's operations and help them scale content strategy in the age of AI, why generic AI generated content won't cut it, and how brands can create content that actually resonates with their audience. One key takeaway, if you're trying to build a sustainable business model and struggle with choosing a niche, this episode will give you insights on why specialization is key to long term success. Let's jump in. Lucho, welcome to the show. Welcome to the podcast. Do you mind introducing yourself? Awesome. Yeah, sure thing. Thanks, Brian. So I'm Lucho Silva Ball. I am the CEO and co founder of Digifiance. We're a HubSpot Elite Partner. So we do HubSpot consulting. If you're not familiar with HubSpot, it's a CRM platform where you can. It's basically like a database for clients if you're not familiar with CRMs. So it's a database where you can store your client's information, your prospects information, and it's very useful for your sales team and it makes it easy for you to follow up with prospects, it makes it easy for you to see what your prospects are looking at in your website, all that sort of stuff. What was the inspiration behind DigiFonts? Like what? Why did you be like, yeah, I want to get into CRMs. The inspiration is kind of. It was an accident. So before digifiance I had an ngo and starting my ngo, it was like a student group. It was called Estriante Porluorta. So I'm actually from Venezuela originally. I was born in Venezuela, raised in Florida, just kind of travel around the world a lot. And I went to university in Venezuela and I started this student group. And it was basically like were fed up with the teachers and the professors, what they would not teach us. So we wanted to see different things. So we started this group and to promote the group, I started learning a lot about digital marketing so we could get different people to come into this group, to come to our meetings, to come to book clubs. We started organizing conferences and all sorts of things. And in order to do that, I learned a lot about digital marketing. Fast forward three years, I've been working with this Group partnered with Students for liberty in the US and we grew the organization across 14 countries in Latin America. Learned a lot more about digital marketing and the process. But I did not want to be a student forever, so I left the organization. I trained my successors. The organization still exists. It's awesome. But I didn't want to be there forever, so I quit. And then I was without a job. I moved to Argentina because my girlfriend at the time, she was from Argentina. So I moved here. No prospects. I didn't really have anything to do. I was looking for a job. And just by coincidence, an elementary buddy of mine, he was also. He was Venezuelan, Argentinian who went to school in the U.S. We met in the U.S. While were. We were living there. We were the only Venezuelan kids in the school. So naturally we became super friends. And he moved back to Argentina. So when. When I came here, I hooked up with them and we got together and just. Just hanging out. And he was showing me this thing he was doing. He was. He was doing. He was running ad campaigns for his brother's company and. And he wanted to do it for other companies. So he showed me a website that he was working on. I gave him a lot of feedback, and he's like, dude, you're you' at this. We should do this together. Like that. That sounds like a good idea. Let's do it. So, yeah, so we ended up starting the company. We spent about a week figuring out our name. We wanted something, so our friendship was very built on. We're kind of like rebels, punk kids growing up as teens. Like, we just wanted to just, I don't know, break the rules just for the sake of breaking rules. So we always had kind of like a defiant spirit about us. So after a lot of brainstorming, we came up with Digifiance, which is a word play on digital defiance. We thought that really kind of like, captured what the spirit of our friendship was about. And a big thing for us from the very beginning. Like, the main reason why we wanted to start a company is we really knew from early on that we didn't want to work a corporate job. We didn't like the idea of having a boss tell us, like, how we needed to dress, the way we needed to behave, like, the way we needed to do things. We did not like being micromanaged. We did not like micromanaging. We didn't like the whole, I don't know, corporate structure that, like the whole concept of, like, sitting in your office, cube and whatnot. So, yeah, so we wanted to like, do something completely different from that. And we started working with our company and it was super cool. It was super challenging. Like, we had a lot of motivation, but honestly, our company was. I moved to my buddy's studio apartment and that is where we worked, where we lived and worked 24, 7 altogether. I, I alarm clock at the time was. I slept in an inflatable mattress and the inflatable mattress would just be deflated by the morning. That's how I woke up. And, and yeah, I know. Just putting in the work, hustling a lot. Like really, we worked, I don't know, 18, 20 hours a days. It was, it was like very intense. It's, it's something I don't know if I'd put in that time nowadays, but after working a lot and honestly, just selling a lot of smoke, like, we would, we would, I would reach out to people, promise things that we had no idea how to do. And if anybody said, can you guys do this? I'll buy this from you. We had no idea how to do it. We would say, yes, you got it. And then I just go and learn how to do that. So I learned SEO in like, I don't know, two days. Like consumed content like crazy and just ran an SEO audit. That was one of our best, one our, one of our first deals. And then just started learning a lot about digital marketing. Really more than I knew because I didn't really know a lot. I just learned what I learned for the organization. So it was kind of by accident, really. It was just a conversation with me and my buddy. We decided to start the business and then just grew it from there. And six months down the road, I was finally able to move out of his apartment. We got into a co work space and we started living the life of luxury of just not being 24, 7 altogether. Just intense bonding and not so much bonding. But yeah, it was a challenge and things start to pick up eventually. I don't know if you want me to keep going up until nowadays because this was 10 years ago or if you have any questions for right there. So at the time, were working a lot of projects. Honestly, that first year was a major challenge for us. We could not make ends meet because projects came and went and we had no foresight into how were going to be financially at the end of the month. So when we started hiring people, we would have to pay them first and then we wouldn't pay each other. Like, I mean, we wouldn't pay Ourselves up until like, I don't know, the 15th of the following month. And we gathered up debt and it was intense. And at the end of the year we'd gathered 3,000 bucks. That's all we had in our bank account. So it was not, I wouldn't call it successful, but we weren't quite living the life we expected to live when we started. We were working hard, long hours. I mean, it would take a lot of time to manage the team, to find good people, to get good people to stay with us. And it was extremely unprofitable. So at that time were, we're pretty much in this spot where were thinking, you know what if this doesn't start picking up, we're going to have to call it quits, man. Like this, we can't go on this way forever. This is, we're burning the candle at both ends. And just then HubSpot reached out to us. Someone from HubSpot contacted us and they said, hey, you know, we noticed you guys are really into our blog. So we'd been consuming their content like crazy because we didn't know what were doing. And HubSpot was publishing a lot of content about how to do digital marketing stuff. So it was like our number one source. So they reached out, they told us, you know, we see you love our content. Have you guys thought about partnering with us? And we didn't know that was something we could do. Tell us more about that. So we started having a conversation about partnering up with HubSpot and it all seemed super amazing. They would give us an onboarding, they would teach us how to have long term retainers and how to do the HubSpot consulting for HubSpot clients. So it was also going to be a learning experience for us and it was an opportunity to up our game. The catch was we had to pay $3,000 for that onboarding and that's everything we had in our bank account. So man, that was a tough decision. We went a lot of back and forth but in the end we decided to go ahead with it and we started doing the training and just meeting the hotspot team was super cool. And then we started doing, putting in the work like generating content. HubSpot was a big on content at the time. I mean, still is. But back then HubSpot was all about inbound. It was all marketing. It didn't have. Nowadays HubSpot has sales and service tools. Back then it was Just marketing tools. So we started doing all that and month after month we came to realize that this decision was the worst decision ever because, I mean, we'd spent six months working on this HubSpot strategy and we had no results, nothing to show for it. So we'd spend our last 3,000 bucks. We've been wasting a lot of money generating content and nothing to show. But thankfully after those six months, we did get one client. So this was a client that was looking for a HubSpot. They wanted to implement HubSpot. They wanted someone to help them with it, they wanted to implement an inbound strategy and they came, they found us organically through Google. Up until then we pretty much got no organic leads. So this was huge for us and it was the easiest sale we ever made. I just went to their office, met them, they said, hey, we loved your content. We love everything you're talking about. How can we start? And that was it. That was wonderful. It was our first inbound client. And after that we started getting more and it showed us that, you know, there's an easier way to do this. Like we, if you actually do the work, if you follow that strategy, it does pay out. And, and it did. And, and so we started shifting our clientele, we started shifting our portfolio to be more long term contracts, long term retainers. And, and back then we worked with all sorts of software and like all sorts of different projects. So we became HubSpot exclusive after that. So it was progressive, it didn't happen just overnight. But we did start saying no, which was a big thing. Before then we did not know the word no. I mean, anybody asked for anything, we said yes. So after that we became experts in HubSpot. And hey, you want to implement Salesforce, you want to implement Pipedrive, whatever. Anything else? No, we're HubSpot, so if you want to work with HubSpot, awesome. You don't work with us, you got to work with HubSpot. And it just made it a lot easier for us to run our ops because then we trained our team for HubSpot. So that was huge. Well, long story short, it's been 10 years since then. We've been partners with HubSpot for 10 years now. We just reached elite status, which is like the highest status in HubSpot, which has been just amazing. And I mean, we've made all sorts of different transformations. We're a radically different company than were back then. We changed our management structure the whole way we structure our company has just been radically changed and it's been a very wild adventure. But thankfully right now. So let me ask a couple of questions right, based off of that story. First, you said that you started out creating a ton of content. If you had a time machine, would you go back and change that strategy? So if I had a time machine, I would create more content back then. Honestly, I don't think the same strategy necessary works now. So the way you created content back then was radically different than how you can go about creating content now. So content now, it's not that it's not useful, it's is that back then having content was basically like having a website in the early 90s. I mean you had a website, it didn't matter how crappy it was, it would sell. Just, just the fact that you had it just made you stand out. Nowadays there's content overload. So if you're going to make content, you really got to be smart about the content you're making. And I mean, so you have to have content nowadays, it's a requirement, it's not going to let you stand out. So your content needs to be really top notch. You can't just go and chatgpt and ask it to generate some generic content. It's gotta be very specific. It's gotta answer your customers questions like the things that they have about your company, what do they want to know about your processes, your quality assurance, how your service, what your service is gonna look like, what are the steps in your service, who are they gonna be working with, all that sort of stuff that's not generic. You can't generate content on something that they're gonna be able to find just from a Google search from anybody else back then that worked. So if you just generated very top of the funnel content, very generic, it absolutely worked because I mean you had like two competitors. So, so yeah, I mean I would definitely do it and I would do it a lot harder because man, it was really easy to make it with just like basic content back then. Nowadays you got to put a lot of effort into your content. You got to really think about it. You can't just hire a team of junior copywriters to write anything based on what they can research. Like your knowledge owners within your team, they need to take the time to actually bring down that knowledge and translate it into something that the customer is going to understand. Yeah, I love that perspective considering like I spend half of my waking day just thinking about production of content and then how it's being consumed as well as consuming others content who I think have a great perspective on what it is that they do and how they do it differently from how I do it. And is there something in that delta that I can learn? Absolutely, Absolutely, man. I mean, you got to look for inspiration, you got to look for what kind of content you like, what kind of content you consume and think about what kind of content your audience, what does your audience consume, what do they like, where do they go to find content? Do they like long form, do they like short form, do they like video, do they like written? So what is the content that they like? And you got to be there for that. And it's not just following trends as well. You also got to find what you're passionate about because, I mean, it's going to be a lot more honest. If you're doing what you like, then you're just trying to get to your audience. So you got to have like a little mix and match there to fit your audience and what they're going to like. But you also got to make sure that you're doing it in a way that's honest with you, with your personality. I think that's any sort of entrepreneurial journey, right? Like, you have to balance what is going to generate that cash flow and what it is that you're long term passionate about. Can I grow a business around this thing versus is this a money grab for right now? Absolutely. And that's absolutely crucial because a big thing about entrepreneurship is just perseverance. And so if you're doing something that's just money for right now, you're going to lose that initial motivation that you had. And eventually you might be very disciplined. And discipline is a lot more important than motivation. But even discipline can reach its limits if you're doing something that you hate. So you're going to be like, why am I doing something that I absolutely hate? If I'm not seeing results, I'm clearly crashing against the wall. What's going on? I'm just going to stop this and focus my efforts elsewhere. If you're actually enjoying what you're doing, you might not be seeing the results, but you might have the faith that eventually you will. And if you stick to it will pay out. I mean, honestly, it took us about seven years to actually like be in a good spot to be where I'm like, hey, you know, I'm finally able to travel around. I love doing obstacle course races. So it took me about seven years to be Able to travel internationally, to go to different obstacle course races so that I could compete in them. I could sponsor myself before then. There's no way I could think about that. I mean, I was living in a very small apartment, just working all the time because I didn't have any cash flow to finance anything. So now it's like, man, I can travel around, just adventure and do anything I want because I persevered. And it might be I was a little crazy. Any rational person would have probably quit because, I mean, my parents got nose. They've told me a million times, dude, what are you doing? Just go work at a bank or something. You're clearly not making money. This is not a good path. Hey, we'll pay for you to get an mba. Just go back to college, do something. And I was, you know, I have faith in this. I want to stick to this. I know I'm not making money, but I will. And eventually we did. So there's one other thing from, like, our prior part of our conversation that I wanted to talk about. Do you consider focusing solely on HubSpot niching down for you and your organization, and was it pivotal for you guys to do so? So let me see if I understand your question correctly. Do I think that it was absolutely crucial for organization to focus, like, really narrowing down our needs to just working exclusively with HubSpot? Yeah. Okay, perfect. Yeah, 100%. So the main thing there is. I mean, it's. It's. So HubSpot's great. Obviously, I love HubSpot. But beyond that, I think if we had narrowed down with, say, Salesforce or pipedrive or something else, it would have had a similar impact. It's the idea that you can focus on something. You can get your team operationally, like, really standardized you. You can really bring your operational game to a next level. And that's the big thing, because, I mean, you can sell the world, but if your ops don't follow, and we've had this problem, so we actually ran into a problem where we oversold and we didn't have the operational capacity to deliver on what were selling. And this is even after we focused, but we just sold too much and we didn't have enough staff. Whatever you're selling, you need to have your ops. Your ops need to be able to deliver. And if. If you're focused on a narrow niche, you can really optimize your. Your ops. So you can optimize your staff. You can train your staff to do a specific set of things. So it's a lot easier to have standardized procedures for one thing than for that you had just be researching constantly how to do a million things because a client wanted that. So if you really get that expertise in then I mean it's so easy to just turn someone down because there's a lot of people that just want your product. So why go chasing those who don't just, I mean offer yourself, put your service out there for the people who are actually looking for what you have to offer for something that you can actually specialize in and then it's a huge win. So for us it was crucial. I mean I'm super glad that we partnered with HubSpot and not the other ones because I mean, obviously I'm super partial towards HubSpot. I think it's just so user friendly and honestly the company spirit is just amazing. I love it too. But if like in a different industry, anything if you specialize in a specific niche like you could be a car mechanic, so you can be like a generalist mechanic or you can be like a, you specifically work with Toyotas, you specifically work with Tacomas. Man, if I have a Tacoma I'm gonna, I would much rather bring my truck to a Tacoma mechanic than to just any generic mechanic who sees one Tacoma per year. I, I, I think that makes sense. I also think that a lot of people in their with the concept of I need to focus so narrowly one thing and that's where I'm going to start seeing business growth. Like I've fallen into that trap. I think a lot of first year entrepreneurs are first time and entrepreneurs in their first year, they're like, okay, how do I get that money? I need to make ends meet. So you're saying yes to everything. And I have some legacy clients that like I said yes to and I continue to support them but like it's outside of the scope of what I would typically do in my organization. Absolutely. And that, so legacy clients are a tough one because you have a lot of emotional investment in them as well. I mean you like them, they were some of your first clients. You've grown to like, you might not even know the rest of your clients nowadays, but you personally know them, you have their content, you've met with them in person, you've hung out. So, so you want to keep delivering for them. But at some point you might have to switch things up a bit and say, you know, this is what we're now, so I'm not going to give you the full standardized package that we give everybody for the same price. But we do kind of have to sort of meet in the middle and just have that conversation with them and work things out. I found that's worked a lot for us and so that actually worked with us for a lot of clients that we had from before were working with HubSpot. We brought them onto HubSpot. We said, you know, we're really specializing our team in HubSpot. I mean, we would absolutely love to keep working with you because we love you guys, but we're not going to have the capacity to work with the software that you're using right now. Would you be willing to switch to HubSpot? We'll give you a discount. So yeah, you just got to have that open conversation with them. But also when you're starting out. If I had to start over today just from scratch, I don't know that I would just find one niche right away. I think it was perfect timing for us because I don't know that we would have been able to just start off with HubSpot if we started with HopSpot from day one. I mean, we had those six months after we did the onboarding with HubSpot where were seeing no return on that investment. So you have to be able to finance that. So where's your cash come in? So you gotta find that balance there where you have cash flow, but you're also investing in a very sustainable long term strategy. Yeah. And that's kind of where I'm heading in my organization now. Like some backstory on me, right? Like, I am still a very young organization. I started out focusing on building a platform and I was like, oh, this isn't going to work because I can't sell, let alone sell to two different groups. So this just isn't going to work. I pivoted away and it was like, well, what are my skillset? And then I did a lot of self reflecting on my skill set and I was like, well, I'm really good at being able to market. Market. I. And then I was like, well, I want to document my journey. And it started to be like, I'm branding myself. I was like, oh, well, I can get into executive branding. Like I was using a podcast to like meet with other entrepreneurs and kind of figure out where they had done good, bad, like things to avoid in my path going forward. And I was like, well, you know, I really like podcasting and telling executive stories. Like, why don't I Use that, like, do podcasting for other people. For, like, as an executive branding experience. I was like, well, it kind of fell together really quick. One of the first couple of people that I pitched that idea to, they're like, yeah, I. I'd sign on for that. And I was like, okay, well, like, give me the weekend to figure out, like, what the commercials look like. And he's like, yeah, done. So he was my first client with this approach. But, like, yeah, I'm really, I've leaned into that. Like, I went from being super broad to, like, really focused on this one thing. And that's where I'm starting to see a lot more clarity. I also see the trajectory of the organization and how it can grow into something much larger than it is right now. Absolutely. And as you specialize in producing podcasts, I mean, you're producing your own podcast, you're working with your client's podcast. You can see, like, you can really learn a lot more about what really makes a podcast stand out. So you can, I mean, you can learn a lot more about how you can make your clients successful because you're really specializing in that. Whereas if you're producing a podcast, but you're also, I don't know, just editing videos for ads in Facebook or Instagram, that's who uses Facebook. But yeah, I mean, you would be pretty spread. Like if you're just doing all sorts of video editing or all sorts of, I don't know, just content creation in general, you would be pretty spread. Now you can focus on podcasts. You can learn a lot. So we're using Riverside. So you found Riverside is an awesome technology, but you might be experimenting in case there's something pops up that's even better than Riverside. Right. So you're going to be super focused on, okay, how can I optimize a podcast production for me and my clients? And that really sets you apart. And your clients are going to be super happy for that. And honestly, man, there's loads of people looking for podcasts and like, you invited me, right? And you're inviting people into your podcast all the time. I mean, odds are this is a great lead generation source for you. Like, you're inviting people to your podcast and they're like, hey, man, I'd love to have a podcast like yours. So that also works for you. So you're finding a really great loop there. So that's absolutely how it works. Like, you're just putting yourself out there. You're Putting what you're doing and you're showing the quality of it, and that's what's generating leads and that's going to generate the cash flow for you. And you have that, that niche that really sets you apart. I think they talk about it so often in business, the flywheel effect, right? As soon as you need to get it going right, and then you'll start to see the momentum build on itself. And it, like, I'm starting to see that wheel turn now. So the momentum is coming, just takes a little bit of time. And then, and then you could even expand. You can grow after you've, you've narrowed down that niche. Like, you've got your wheel now you're super specializing in podcast. But I don't know, maybe you super specialize in podcasts. You have a product that's perfect, you train your team. Now your team can run podcasting on their own. You have a podcasting team and now you're saying, hey, okay, how about in addition to podcasting, we start working with, I don't know, LinkedIn accounts or Twitter accounts or the X. So I don't know, like, you can do something else for personal branding or like ghost writing to author people's books. So because you're working on their personal branding, right, or getting them to speak in conferences, like, you can branch out, but because your focus, your core focus is the same you're working on people's personal branding. So right now you're starting with podcasts, you're super specializing in podcast, but once you've conquered that, once you've got a solid product there, you can move on without losing that, like, this is solid. Let's do something else, make that solid. Then do something else, make that solid. And that's how you can keep growing and keep working on your clients personal branding. Totally agree. You know, you had mentioned something earlier that I wanted to circle back on that you had mentioned that discipline as a founder is so vitally important. It's one of the things that kind of keeps you going on days that just drag on you mentally and emotionally and physically. What is like one thing or two things that you would suggest to someone who's in that state, like, they're on the verge of, like, this just sucks. Like, what would you tell them? Deal with it. So honestly, it sucks. Everything's going to suck. So life can be absolutely the crappiest thing ever, or it can be amazing. So it's just the matter of perspective and you can turn A crappy situation into an awesome situation. And if you're relying on motivation, it's always going to suck because motivation happens once a month. Honestly, inspiration doesn't just come because, oh, I woke up today and I'm inspired and I feel motivated. I'm going to go out and get some money. No, that's bs, man. You actually have to put in the work. Even though it sucks, even though you don't want to, even though, like you want to stay in bed and sleep some more and I don't know, just not going to your Instagram, not reply to emails. You just want to, like, it's easy. Your brain is chasing that dopamine hit. So you got to say, you know what, through that, I need to focus. I need to do what's important. Very, a very helpful thing I've found is to actually have some sort of long term vision. Just writing pieces of paper. I have like a million notebooks, man. I'm always writing notes down. And paper is king, man. Screens just distract you like crazy. Hey, you want to answer an email? You go into your notebook and your notebook, I mean like a laptop because I was talking about notebooks. Yeah. So you go into your laptop and you're going to reply to that email and then, I don't know, something else pops out and you get distracted. I mean, so many founders have add, I have massive adhd, so I am very easily distracted. I do not get notifications when I'm working on a paper notebook. So I can just write my thoughts down, I can plan things out, I can develop a strategy, I can set the things that are important. And once I have that, it's a lot easier for me to hold myself accountable to what I wrote down. Like even sometimes I'm going to use my phone, right? So it's so easy to get distracted with your phone. I want to reply to a client on my phone. So then what I do is I write down on paper, I'm going to reply to a client to X client about this. And then I pick up my phone and I'm like, damn, I got distracted by these notifications. What was I doing? Yes, I was going to reply to this client. So it's very easy to get distracted. If you, if you have a plan that's brought down in paper that's something that you actually want to work towards, that inspires you, like as in long term inspiration, it's going to be a lot easier to hold yourself accountable to that and to develop the discipline to actually put in the work. Than if you're just kind of like winging it, you shouldn't have like, oh, I want to make it big. I want to, I want to have 100 clients by the end of the year. Awesome. How are you going to get 100 clients by the end of the year? What's your plan for that? And break it down into, into like small chunks. I mean, if you want to do anything in life, you really have to break it down into little steps. I'm an, I'm an obstacle course athlete, right? Let's say, let's keep it simple. You're doing a marathon. Pretty much anybody can do a marathon now. The thing is you can't just do a marathon from one day to the next. You can't just go from being a total couch potato to running a marathon. You gotta start training. I mean, you can, you can really push the limits and do a marathon after you've done, I don't know, 10k. So if you can already run 10k, you can probably pull off a marathon. If you can't run 10k, there's no way you can do that. But you gotta get to that 10k. So how do you get to that 10k? Okay, first thing is I haven't run, I haven't even run 100 yards in five years. Okay, let's start running 20 yards. Just do a small little jog, do that, then go for 100 yards, then go for 200. Do some incremental growth. But lay out a plan on how you're going to get to that marathon. What's going to be that step that keeps you growing, that you can monitor your growth. You can see, okay, man, I'm actually putting in the work. I'm progressing. I'm advancing towards that goal. And hold yourself accountable. And if you bring it down to bite sized chunks, it's just going to be so much easier because again, if you're planning to run the marathon and you're going to say, okay, my first step is I need to run 20 yards. You know, it's a lot easier than saying, I'm going to go out and run 20 yards if you're a total couch potato. I'm going to put in my gym clothes. And that is all the commitment that I have for today. But if you put on your gym clothes, then you're like, you know what? I already put on my gym I might as well go outside. So my next goal is I'm going to go outside. And once you're outside, you're going to say, okay, I'm already outside. Might as well warm up now. You've warmed up, Manny. I had no plan on running that 20 yards. But you know what? Now I'm warmed up. I'm already sweating. Might as well just give it a go. So you give it a go. You run the 20 yards. And you know what? You ran the 20 yards. Maybe you're like, hey, I can still keep going. So I'm going to do 100 yards. But once you get started, it's what you were. You were saying. It's just getting the wheel rolling. Once you do that, it's a lot easier. But you got to start small. You can't have a big, super ginormous, ambitious goal. If you have a small goal, it's a lot easier to go for that. And the inspiration can come once the discipline has showed up. I would argue that it's okay to have a big, ambitious goal. However, it's more important for you to spend time mapping out the steps from today to that goal and make sure that goal is easily. I mean, it matches the smart system. Specific, measurable, obtainable. Yeah, absolutely. And a big thing there is also, don't beat yourself up because you. I mean, you have a plan. The plan never works out. Things never work out according to plan. So, I mean, you might be planning to do to have to reach this goal by the end of the year. Dude, you're gonna reach it in three years. Don't beat yourself up about it. If you're planning to spend an hour answering emails, but then you spent three hours, that's fine. That happens. So I. I use my calendar like crazy. So you should. I mean, I am a big believer in calendar having everything down in the calendar. So, I mean, you have to put your bathroom time in the calendar, man, you're going to the bathroom. Get that in the calendar. Because that's time. We work in time. Everything that we do takes time. But the thing is, it often takes, like, three times as much time as we planned. So don't beat yourself up about it. If things don't go according to plan, just get back to it. You know, if you didn't do the 20 yards today, do them tomorrow. Like, it's not like, oh, man, I didn't do it things. I'm not going to reach this goal. I suck, and that's the end of that. No, no. Get back up hey, yesterday was yesterday. Today's the day. Let's start over. Let's keep going. The action actually leads to action leads to motivation, which leads to inspiration, I think is the loop versus like waiting for the inspiration. Taking that first action step leads to the rest of it. Absolutely. That is 100% right. And that's where discipline really comes in. Because discipline is what's going to drive you to take that first step. It will rarely ever be just motivation. I mean, you might be lucky and get inspired every now and then. But honestly, if you don't take that first step with discipline, odds are you never will. This has been such a great and inspiring conversation. I know that I'm going to get off this call and do a ton of work. But at the end of each one of my episodes, I give all of my guests 90 seconds to plug anything that they're passionate about. So that could be your organization that could be finding Discipline a great book to read anything. So without further ado, the 90. The next 90 seconds are yours. I have no idea what to talk about. I have so many interests. So let's see. Well, at the beginning, I, when my story, I mentioned something that we did that was super impactful for my company is we completely changed the way we manage things, the way we manage our company. So we developed kind of a system that's no bureaucracy. And it's very interesting. I think that's something that's really set us apart. We call it the boom methodology, the business ownership mindset. But a big thing here is were inspired by two books, Corporate Rebels and Humanocracy. So I highly recommend you guys read that. So they talk about ways that you can grow successful teams with very low bureaucracy. And I've just found that, I mean, we developed kind of our own system on their inspiration. And also Conscious Capitalism by John Mackey. I highly recommend that. It was a huge inspiration for everything we're doing. Yeah, it's. Hey, if you want to talk more about this, also reach out to me. I'm Lucho from Digifiance, so. But yeah, I mean, I'd be happy to talk about that. We're actually developing like a little financial tool to help us manage because right now what we're doing is we're paying our whole team revenue share and it's a very interesting model. So, yeah, I don't know. Things are coming in that way. I think it's the way of the future, really. Like just having a low bureaucracy organization where things are very lean but very efficient because bureaucracy is really make you waste a lot of time and a lot of money. If you want to talk more about that, brainstorm a bit about how you can implement a similar system in your organization. I'd be happy to talk about that. We don't actually do any consulting on that in my company. That's just something I'm passionate about. So. Yeah. But if you want some hotspot consulting, also reach out to Digifinas. Yeah. Thank you so much for your time today. I really appreciate it. Sure thing. Thanks, Brian. Appreciate.