{"version":"1.0.0","segments":[{"startTime":13.52,"endTime":15.59,"body":"Welcome to the Jasmine Star Show."},{"startTime":15.62,"endTime":19.03,"body":"I am very excited to bring in a guest"},{"startTime":15.62,"endTime":19.03,"body":"who I waited. We've gone back and forth."},{"startTime":19.03,"endTime":19.79,"body":"I mean, like this girl,"},{"startTime":19.79,"endTime":22.87,"body":"I feel like I could probably"},{"startTime":19.79,"endTime":22.87,"body":"get Oprah on this show sooner,"},{"startTime":23.02,"endTime":25.27,"body":"then I can get Cody Sanchez."},{"startTime":23.02,"endTime":25.27,"body":"But let me tell y'all,"},{"startTime":25.27,"endTime":29.51,"body":"she is worth the stinking wait. She"},{"startTime":25.27,"endTime":29.51,"body":"is founder of Contrarian Thinking."},{"startTime":29.51,"endTime":31.91,"body":"This is gonna be a"},{"startTime":29.51,"endTime":31.91,"body":"newsletter, a media company,"},{"startTime":31.91,"endTime":33.67,"body":"and it's read by hundreds"},{"startTime":31.91,"endTime":33.67,"body":"of thousands of people,"},{"startTime":33.73,"endTime":37.87,"body":"and she's all about critically thinking."},{"startTime":33.73,"endTime":37.87,"body":"She has over 25 boring businesses."},{"startTime":37.87,"endTime":38.95,"body":"We're gonna get to that in a second."},{"startTime":38.95,"endTime":43.43,"body":"But y'all know that on the podcast I"},{"startTime":38.95,"endTime":43.43,"body":"bring on people who I have had a personal"},{"startTime":43.43,"endTime":47.59,"body":"interaction with. So let's rewind"},{"startTime":43.43,"endTime":47.59,"body":"a tiny bit. So a few months ago,"},{"startTime":47.78,"endTime":50.67,"body":"I was invited to a mastermind and"},{"startTime":47.78,"endTime":50.67,"body":"I'm sitting in this mastermind,"},{"startTime":50.67,"endTime":54.23,"body":"it's in Los Angeles, and I actually"},{"startTime":50.67,"endTime":54.23,"body":"have no idea who's speaking."},{"startTime":54.37,"endTime":56.99,"body":"And I'm sitting, because what"},{"startTime":54.37,"endTime":56.99,"body":"I do is I'm actually a nerd,"},{"startTime":56.99,"endTime":61.23,"body":"but I choose the second row so that my"},{"startTime":56.99,"endTime":61.23,"body":"full fledged nerd is not out like waving"},{"startTime":61.47,"endTime":62.303,"body":"my crazy flag."},{"startTime":62.37,"endTime":65.63,"body":"And so then this woman approaches"},{"startTime":62.37,"endTime":65.63,"body":"the stage and I'm blown away by her"},{"startTime":65.63,"endTime":66.03,"body":"presentation."},{"startTime":66.03,"endTime":69.15,"body":"I'm blown away by the fact that she is"},{"startTime":66.03,"endTime":69.15,"body":"an ardent lover of boring businesses."},{"startTime":69.15,"endTime":71.59,"body":"She gets into tactical stuff, we're"},{"startTime":69.15,"endTime":71.59,"body":"talking about creating content,"},{"startTime":71.73,"endTime":75.39,"body":"and she wears these really cool boots."},{"startTime":71.73,"endTime":75.39,"body":"And I'm like, who is this person?"},{"startTime":75.39,"endTime":77.95,"body":"She's basically a walking"},{"startTime":75.39,"endTime":77.95,"body":"unicorn with long hair."},{"startTime":78.41,"endTime":80.75,"body":"And then as if that wasn't enough,"},{"startTime":80.75,"endTime":83.91,"body":"she talks about creating millions and"},{"startTime":80.75,"endTime":83.91,"body":"she has a fund and she helps other people"},{"startTime":83.91,"endTime":86.27,"body":"do the same. And then"},{"startTime":83.91,"endTime":86.27,"body":"if that is not enough,"},{"startTime":86.63,"endTime":89.67,"body":"there is another woman who takes a"},{"startTime":86.63,"endTime":89.67,"body":"stage by the name of Layla Hermo,"},{"startTime":89.67,"endTime":90.67,"body":"and there's this q and a."},{"startTime":91.05,"endTime":95.03,"body":"And you would think that the thing I"},{"startTime":91.05,"endTime":95.03,"body":"was most inspired and blown away by was"},{"startTime":95.03,"endTime":98.55,"body":"Cody's presentation in her vast amount"},{"startTime":95.03,"endTime":98.55,"body":"of knowledge and her press and all this"},{"startTime":98.55,"endTime":101.31,"body":"fancy stuff. But the thing"},{"startTime":98.55,"endTime":101.31,"body":"that I was like, oh my God,"},{"startTime":101.31,"endTime":106.31,"body":"this person is next level is Layla"},{"startTime":101.31,"endTime":106.31,"body":"Heri takes the stage and she is a"},{"startTime":106.31,"endTime":109.91,"body":"very well-known c e o of a company that"},{"startTime":106.31,"endTime":109.91,"body":"has over a hundred million and she's,"},{"startTime":109.91,"endTime":111.11,"body":"I think barely 30."},{"startTime":111.61,"endTime":115.59,"body":"And the vast majority of the questions"},{"startTime":111.61,"endTime":115.59,"body":"that were asked in probably the first 12"},{"startTime":115.59,"endTime":117.99,"body":"to 15 minutes we're all about, um,"},{"startTime":118.08,"endTime":121.43,"body":"no lie in a room predominantly"},{"startTime":118.08,"endTime":121.43,"body":"comprised of 90% men,"},{"startTime":121.81,"endTime":126.51,"body":"was how she met and dated her"},{"startTime":121.81,"endTime":126.51,"body":"husband and business partner and,"},{"startTime":126.68,"endTime":128.59,"body":"um, what it was like to be a partner,"},{"startTime":128.62,"endTime":131.99,"body":"like a wife to somebody who was"},{"startTime":128.62,"endTime":131.99,"body":"so successful. And then I hear,"},{"startTime":131.99,"endTime":135.43,"body":"because remember I'm second row, somebody"},{"startTime":131.99,"endTime":135.43,"body":"in the far back who somebody says,"},{"startTime":135.43,"endTime":136.51,"body":"yes, you're a question. She's like,"},{"startTime":136.51,"endTime":139.31,"body":"can we talk to Layla about running"},{"startTime":136.51,"endTime":139.31,"body":"a hundred million dollar company?"},{"startTime":139.31,"endTime":142.07,"body":"And like what she does is for a CEO"},{"startTime":139.31,"endTime":142.07,"body":"strategies. Ladies and gentlemen,"},{"startTime":142.07,"endTime":146.27,"body":"welcome to the show, Cody Sanchez,"},{"startTime":142.07,"endTime":146.27,"body":"who spits it as she sees it."},{"startTime":146.27,"endTime":147.39,"body":"I am so happy."},{"startTime":147.39,"endTime":149.79,"body":"You're here, Cody. Oh, that's so funny."},{"startTime":150.03,"endTime":151.43,"body":"Remember exactly what"},{"startTime":150.03,"endTime":151.43,"body":"you're talking about."},{"startTime":151.43,"endTime":155.23,"body":"Cause I was really just trying to hold"},{"startTime":151.43,"endTime":155.23,"body":"my mouth or my tongue there for a moment,"},{"startTime":155.33,"endTime":159.55,"body":"but I was dying cuz Layla's a friend"},{"startTime":155.33,"endTime":159.55,"body":"of mine and I know yours too. And, uh,"},{"startTime":159.55,"endTime":163.19,"body":"and I think it's a pet peeve of hers to"},{"startTime":159.55,"endTime":163.19,"body":"get asked all the time about dating Alex"},{"startTime":163.19,"endTime":166.67,"body":"when she runs the show. And so anyway,"},{"startTime":163.19,"endTime":166.67,"body":"yeah, when I was listening to that,"},{"startTime":166.67,"endTime":168.39,"body":"I was like, dear Lord in heaven,"},{"startTime":168.49,"endTime":171.87,"body":"why are we asking her about"},{"startTime":168.49,"endTime":171.87,"body":"something so unrepeatable?"},{"startTime":171.89,"endTime":174.47,"body":"But I didn't know anybody else noticed."},{"startTime":171.89,"endTime":174.47,"body":"I thought it was just me being an."},{"startTime":174.47,"endTime":177.23,"body":"Asshole. No, I think what it"},{"startTime":174.47,"endTime":177.23,"body":"No, no, not at all. It actually,"},{"startTime":177.23,"endTime":181.6,"body":"what it did was it gave me an"},{"startTime":177.23,"endTime":181.6,"body":"unknowing that I didn't need. I,"},{"startTime":181.6,"endTime":185.36,"body":"I didn't know that I needed permission"},{"startTime":181.6,"endTime":185.36,"body":"for me to step up and not just say like,"},{"startTime":185.36,"endTime":188.16,"body":"let's change the scope of this"},{"startTime":185.36,"endTime":188.16,"body":"conversation, but like, hey,"},{"startTime":188.16,"endTime":191.72,"body":"let's carve out a new path for the"},{"startTime":188.16,"endTime":191.72,"body":"way that we speak to female leaders in"},{"startTime":191.84,"endTime":194.6,"body":"business organizations. But that was"},{"startTime":191.84,"endTime":194.6,"body":"the first interaction I had with you."},{"startTime":194.6,"endTime":196.24,"body":"And then later as I'm exiting the event,"},{"startTime":196.34,"endTime":199.44,"body":"you happen to be sitting in the lobby"},{"startTime":196.34,"endTime":199.44,"body":"and I introduce myself and I invited you"},{"startTime":199.44,"endTime":202.0,"body":"on the podcast and I really wanted to"},{"startTime":199.44,"endTime":202.0,"body":"go and I started following all of your"},{"startTime":202.0,"endTime":203.8,"body":"content. And one of the things"},{"startTime":202.0,"endTime":203.8,"body":"that I'm really inspired by,"},{"startTime":203.8,"endTime":205.32,"body":"and we're gonna get into"},{"startTime":203.8,"endTime":205.32,"body":"what it is and who you are,"},{"startTime":205.32,"endTime":208.72,"body":"but the thing that like kind of sets"},{"startTime":205.32,"endTime":208.72,"body":"you apart in my mind from the stuff that"},{"startTime":208.72,"endTime":212.44,"body":"I've been consuming lately is your"},{"startTime":208.72,"endTime":212.44,"body":"whole mindset. Like what it means. Like,"},{"startTime":212.44,"endTime":215.6,"body":"and you shared a post on your Instagram"},{"startTime":212.44,"endTime":215.6,"body":"where you talked about three mindset"},{"startTime":215.6,"endTime":217.36,"body":"shifts that changed everything for you."},{"startTime":217.36,"endTime":220.2,"body":"And I'm gonna summarize them and then"},{"startTime":217.36,"endTime":220.2,"body":"we can kind of like dived into them."},{"startTime":220.35,"endTime":224.82,"body":"Your first mindset shift was saying"},{"startTime":220.35,"endTime":224.82,"body":"yes to change your second mindset"},{"startTime":224.82,"endTime":227.5,"body":"shift was saying yes to hard things."},{"startTime":227.88,"endTime":232.66,"body":"And your third mindset shift was"},{"startTime":227.88,"endTime":232.66,"body":"admitting what you didn't know. Okay."},{"startTime":232.66,"endTime":236.42,"body":"So what was so powerful about shifting"},{"startTime":232.66,"endTime":236.42,"body":"your mindset to embrace change,"},{"startTime":236.42,"endTime":238.66,"body":"embrace hard things and"},{"startTime":236.42,"endTime":238.66,"body":"admit what you didn't know?"},{"startTime":239.53,"endTime":242.3,"body":"Well, I started in this game"},{"startTime":239.53,"endTime":242.3,"body":"kind of young, similar to you."},{"startTime":242.3,"endTime":247.18,"body":"And so I thought I knew most"},{"startTime":242.3,"endTime":247.18,"body":"things and thus I was unable to"},{"startTime":247.18,"endTime":247.68,"body":"change."},{"startTime":247.68,"endTime":251.42,"body":"And that's why would I have to do hard"},{"startTime":247.68,"endTime":251.42,"body":"things because I already know what I need"},{"startTime":251.42,"endTime":251.84,"body":"to know."},{"startTime":251.84,"endTime":255.82,"body":"And it's much easier to pretend like you"},{"startTime":251.84,"endTime":255.82,"body":"know everything than it is to pretend"},{"startTime":255.82,"endTime":257.62,"body":"that you know nothing."},{"startTime":255.82,"endTime":257.62,"body":"It's real blow to the ego."},{"startTime":257.76,"endTime":260.06,"body":"And when I was in private"},{"startTime":257.76,"endTime":260.06,"body":"equity for a long time,"},{"startTime":260.15,"endTime":264.78,"body":"there's this perverse mentality that"},{"startTime":260.15,"endTime":264.78,"body":"we have in private equity that asking"},{"startTime":265.22,"endTime":269.54,"body":"questions and showing that you do not"},{"startTime":265.22,"endTime":269.54,"body":"know something is a sign of weaker"},{"startTime":269.54,"endTime":273.26,"body":"intellect. And I noticed"},{"startTime":269.54,"endTime":273.26,"body":"this because, you know,"},{"startTime":273.26,"endTime":275.38,"body":"I was sort of protecting my"},{"startTime":273.26,"endTime":275.38,"body":"ego, like, oh yeah, of course."},{"startTime":275.38,"endTime":277.78,"body":"Like that's what the EBITDA numbers"},{"startTime":275.38,"endTime":277.78,"body":"are and you know this because I was"},{"startTime":277.78,"endTime":281.86,"body":"mimicking what I saw people on high due."},{"startTime":277.78,"endTime":281.86,"body":"And after a while I met with one of,"},{"startTime":281.95,"endTime":285.66,"body":"um, my mentors who I had met"},{"startTime":281.95,"endTime":285.66,"body":"back in the day in journalism,"},{"startTime":285.66,"endTime":289.26,"body":"her name's Nelly Golan. And she was"},{"startTime":285.66,"endTime":289.26,"body":"like, questions are your biggest answer."},{"startTime":289.48,"endTime":294.1,"body":"Why would you ever stop asking"},{"startTime":289.48,"endTime":294.1,"body":"them? And you know, all you,"},{"startTime":294.1,"endTime":295.7,"body":"you don't need the answers to questions,"},{"startTime":295.7,"endTime":298.58,"body":"you just need to know the right"},{"startTime":295.7,"endTime":298.58,"body":"question to ask and who to ask it to."},{"startTime":298.76,"endTime":302.82,"body":"And that's when I realized it does not"},{"startTime":298.76,"endTime":302.82,"body":"serve me to have this stuck mindset."},{"startTime":303.12,"endTime":305.22,"body":"And I think I had that"},{"startTime":303.12,"endTime":305.22,"body":"for many, many years."},{"startTime":305.76,"endTime":307.78,"body":"How do you know the right question? Like,"},{"startTime":307.78,"endTime":308.82,"body":"there's people who are"},{"startTime":307.78,"endTime":308.82,"body":"listening who're, like,"},{"startTime":308.82,"endTime":310.22,"body":"I don't even know what"},{"startTime":308.82,"endTime":310.22,"body":"the right question is."},{"startTime":310.89,"endTime":313.26,"body":"Well, the nice part is you"},{"startTime":310.89,"endTime":313.26,"body":"don't have to have just one,"},{"startTime":313.32,"endTime":317.66,"body":"but you have to start with one."},{"startTime":313.32,"endTime":317.66,"body":"And so when I ask questions,"},{"startTime":317.66,"endTime":321.74,"body":"typically the first questions that I ask"},{"startTime":317.66,"endTime":321.74,"body":"when I'm trying to invest or do a deal"},{"startTime":321.74,"endTime":325.3,"body":"or take a job aren't the right one."},{"startTime":321.74,"endTime":325.3,"body":"It's like to get the juices flowing."},{"startTime":325.3,"endTime":328.1,"body":"You know, the first time you do a"},{"startTime":325.3,"endTime":328.1,"body":"squat, your first squat is wobbly,"},{"startTime":328.1,"endTime":329.5,"body":"it feels awful, you know, whatever."},{"startTime":329.5,"endTime":331.42,"body":"And then you get into a few of"},{"startTime":329.5,"endTime":331.42,"body":"'em and you're like, oh, okay,"},{"startTime":331.42,"endTime":333.38,"body":"I'm kinda getting this. It's"},{"startTime":331.42,"endTime":333.38,"body":"the same with questions."},{"startTime":333.43,"endTime":337.18,"body":"So I typically feel like questions are"},{"startTime":333.43,"endTime":337.18,"body":"a funnel, just like a sales funnel is,"},{"startTime":337.18,"endTime":338.5,"body":"right? So at the top"},{"startTime":337.18,"endTime":338.5,"body":"you wanna start really,"},{"startTime":338.5,"endTime":342.38,"body":"really broad and because you don't really"},{"startTime":338.5,"endTime":342.38,"body":"know where you're trying to go yet."},{"startTime":342.38,"endTime":346.14,"body":"So it's like, if I get a deal on across"},{"startTime":342.38,"endTime":346.14,"body":"my desk and I'm looking at the deal,"},{"startTime":346.21,"endTime":349.42,"body":"I start with really broad questions."},{"startTime":346.21,"endTime":349.42,"body":"What do you want for this business?"},{"startTime":349.42,"endTime":352.34,"body":"Like how much money do you want for"},{"startTime":349.42,"endTime":352.34,"body":"this business? Why are you selling,"},{"startTime":352.64,"endTime":356.7,"body":"you know, why did you start this business?"},{"startTime":352.64,"endTime":356.7,"body":"What is this business really almost?"},{"startTime":356.7,"endTime":358.92,"body":"They're like, what is this business?"},{"startTime":356.7,"endTime":358.92,"body":"It's a construction business,"},{"startTime":358.92,"endTime":359.46,"body":"what do you mean?"},{"startTime":359.46,"endTime":363.52,"body":"But I like to hear them start really"},{"startTime":359.46,"endTime":363.52,"body":"wide until we narrow it all the way down,"},{"startTime":363.52,"endTime":367.28,"body":"which is like, oh, wait a second,"},{"startTime":363.52,"endTime":367.28,"body":"your churn is 10% over, you know,"},{"startTime":367.28,"endTime":369.92,"body":"month over month. Or you lose"},{"startTime":367.28,"endTime":369.92,"body":"this many customers each month."},{"startTime":369.92,"endTime":373.16,"body":"So by the end of the year all your"},{"startTime":369.92,"endTime":373.16,"body":"customers churn out. That's the question,"},{"startTime":373.26,"endTime":376.36,"body":"but I only know it by starting"},{"startTime":373.26,"endTime":376.36,"body":"really, really wide. Mm-hmm."},{"startTime":376.65,"endTime":377.4,"body":"So giving your,"},{"startTime":377.4,"endTime":381.68,"body":"what what I hear is giving yourself the"},{"startTime":377.4,"endTime":381.68,"body":"permission to ask a very broad question"},{"startTime":381.68,"endTime":383.6,"body":"without knowing, oh, this"},{"startTime":381.68,"endTime":383.6,"body":"is the right question. Like,"},{"startTime":383.6,"endTime":386.08,"body":"you only know the right question after"},{"startTime":383.6,"endTime":386.08,"body":"you've asked a series of questions."},{"startTime":386.31,"endTime":389.32,"body":"Yeah, I think that's right. And we're"},{"startTime":386.31,"endTime":389.32,"body":"programmed incorrectly in school."},{"startTime":389.32,"endTime":391.76,"body":"It's like, good question Sally."},{"startTime":389.32,"endTime":391.76,"body":"You know, it's like, no, no, no,"},{"startTime":391.76,"endTime":394.28,"body":"just great for asking a"},{"startTime":391.76,"endTime":394.28,"body":"question, Sally. Mm-hmm."},{"startTime":394.42,"endTime":398.24,"body":"And then you can get into more"},{"startTime":394.42,"endTime":398.24,"body":"of the good questions later."},{"startTime":398.9,"endTime":401.39,"body":"Okay. So people look at"},{"startTime":398.9,"endTime":401.39,"body":"you from the outside, uh,"},{"startTime":401.39,"endTime":406.03,"body":"young and really well spoken. And it"},{"startTime":401.39,"endTime":406.03,"body":"seems like you have lived, I don't know,"},{"startTime":406.03,"endTime":410.11,"body":"87 lifetimes in \u003claugh\u003e, the time that"},{"startTime":406.03,"endTime":410.11,"body":"most people are same girl \u003claugh\u003e."},{"startTime":410.96,"endTime":414.31,"body":"So when people look at this, and we're"},{"startTime":410.96,"endTime":414.31,"body":"gonna get into what it is you do,"},{"startTime":414.53,"endTime":417.03,"body":"but before we do that, like"},{"startTime":414.53,"endTime":417.03,"body":"what's the nutshell version?"},{"startTime":417.03,"endTime":420.43,"body":"Like we're on an elevator, we got"},{"startTime":417.03,"endTime":420.43,"body":"five floors, I'm like, Hey Cody,"},{"startTime":420.43,"endTime":422.03,"body":"what do you do? And how did you get here?"},{"startTime":422.03,"endTime":426.03,"body":"What is that response so that we can"},{"startTime":422.03,"endTime":426.03,"body":"contextualize how a listener is gonna take"},{"startTime":426.03,"endTime":429.03,"body":"action based on what you've done and"},{"startTime":426.03,"endTime":429.03,"body":"then improve their life thereafter?"},{"startTime":430.32,"endTime":435.05,"body":"I buy boring businesses and now I talk"},{"startTime":430.32,"endTime":435.05,"body":"about it on the internet and that's"},{"startTime":435.05,"endTime":437.73,"body":"usually exactly what I say. And then"},{"startTime":435.05,"endTime":437.73,"body":"people go, what is a boring business?"},{"startTime":437.85,"endTime":439.41,"body":"And they go, what do you mean?"},{"startTime":437.85,"endTime":439.41,"body":"You talk about on the internet?"},{"startTime":439.41,"endTime":442.45,"body":"We scroll down from there. Um, but"},{"startTime":439.41,"endTime":442.45,"body":"that's really what I do for a living."},{"startTime":442.45,"endTime":446.29,"body":"And the way that I got there is the"},{"startTime":442.45,"endTime":446.29,"body":"traditional path. You know, like, oh,"},{"startTime":446.29,"endTime":449.65,"body":"I actually read this great quote and"},{"startTime":446.29,"endTime":449.65,"body":"I've gotta go back and look at where it's"},{"startTime":449.65,"endTime":449.81,"body":"from,"},{"startTime":449.81,"endTime":454.53,"body":"but it talked about a study that was"},{"startTime":449.81,"endTime":454.53,"body":"done in England where most people thought"},{"startTime":454.53,"endTime":459.45,"body":"that you had linear career path. So I"},{"startTime":454.53,"endTime":459.45,"body":"become an attorney by going to law school,"},{"startTime":459.54,"endTime":463.17,"body":"by working at multiple law firms who"},{"startTime":459.54,"endTime":463.17,"body":"eventually become a partner in a legal"},{"startTime":463.17,"endTime":467.13,"body":"firm. Okay? That's what we think it looks"},{"startTime":463.17,"endTime":467.13,"body":"like. In actuality, they did a study,"},{"startTime":467.13,"endTime":471.61,"body":"oh, it's a book called Range. In actuality"},{"startTime":467.13,"endTime":471.61,"body":"they did a study of top performers,"},{"startTime":471.63,"endTime":474.13,"body":"cross-industry. It was a"},{"startTime":471.63,"endTime":474.13,"body":"multi-year study done really well."},{"startTime":474.13,"endTime":477.73,"body":"And what they found is that most"},{"startTime":474.13,"endTime":477.73,"body":"top performers are more like, uh,"},{"startTime":478.0,"endTime":482.05,"body":"ping pong table back and forth and right"},{"startTime":478.0,"endTime":482.05,"body":"and left and all over the place until"},{"startTime":482.05,"endTime":484.05,"body":"they finally get to a destination"},{"startTime":482.05,"endTime":484.05,"body":"they didn't even realize."},{"startTime":484.11,"endTime":485.25,"body":"And mine was the same."},{"startTime":485.36,"endTime":489.09,"body":"I started in finance very traditionally"},{"startTime":485.36,"endTime":489.09,"body":"climbed a ladder for multiple,"},{"startTime":489.33,"endTime":492.89,"body":"multiple years. But before that I was a"},{"startTime":489.33,"endTime":492.89,"body":"human trafficking journalist, you know?"},{"startTime":492.89,"endTime":496.65,"body":"And before that I was involved in"},{"startTime":492.89,"endTime":496.65,"body":"political campaigns and before that I sold"},{"startTime":496.65,"endTime":499.09,"body":"wallpaper for one of my"},{"startTime":496.65,"endTime":499.09,"body":"first gems, you know?"},{"startTime":499.37,"endTime":502.61,"body":"And now I'm on the internet making tos."},{"startTime":499.37,"endTime":502.61,"body":"So like, who the fuck knows? Basically?"},{"startTime":502.8,"endTime":506.33,"body":"Okay, but what? Wait, you just like"},{"startTime":502.8,"endTime":506.33,"body":"totally \u003cinaudible\u003e. Now I'm making tos."},{"startTime":506.69,"endTime":507.45,"body":"Actually you are not."},{"startTime":507.45,"endTime":510.13,"body":"I'm gonna get into the actual"},{"startTime":507.45,"endTime":510.13,"body":"business model of what it is you do."},{"startTime":510.15,"endTime":513.57,"body":"But quite honestly, that is what Cody"},{"startTime":510.15,"endTime":513.57,"body":"does. She takes boring businesses,"},{"startTime":513.57,"endTime":515.77,"body":"think of like a laundromat. And I"},{"startTime":513.57,"endTime":515.77,"body":"think at the time of this recording,"},{"startTime":515.77,"endTime":517.85,"body":"you're going through the process of"},{"startTime":515.77,"endTime":517.85,"body":"buying a property management company."},{"startTime":518.04,"endTime":521.81,"body":"Nobody wakes up and is like, you know"},{"startTime":518.04,"endTime":521.81,"body":"what I need today? I need a coin up."},{"startTime":521.81,"endTime":524.61,"body":"You know, it's just like, but"},{"startTime":521.81,"endTime":524.61,"body":"Cody's like this is where it is."},{"startTime":524.61,"endTime":526.17,"body":"And then you teach other"},{"startTime":524.61,"endTime":526.17,"body":"people how to do this."},{"startTime":526.22,"endTime":530.41,"body":"So also in a recent Instagram post, you"},{"startTime":526.22,"endTime":530.41,"body":"were obsessed with boring businesses."},{"startTime":530.41,"endTime":534.17,"body":"Now I wanna talk about when did you"},{"startTime":530.41,"endTime":534.17,"body":"become obsessed with this idea of a boring"},{"startTime":534.37,"endTime":534.45,"body":"business?"},{"startTime":534.45,"endTime":537.56,"body":"Because there are are people who think"},{"startTime":534.45,"endTime":537.56,"body":"of thoughts and they don't actually don't"},{"startTime":537.56,"endTime":540.96,"body":"think that they can turn it into"},{"startTime":537.56,"endTime":540.96,"body":"an empire. How have you done? So?"},{"startTime":540.96,"endTime":541.793,"body":"What happened there?"},{"startTime":541.99,"endTime":545.44,"body":"Yeah, well I think a good example"},{"startTime":541.99,"endTime":545.44,"body":"is the property management company."},{"startTime":545.61,"endTime":549.68,"body":"So I get frustrated because"},{"startTime":545.61,"endTime":549.68,"body":"for a living now, you know,"},{"startTime":549.68,"endTime":553.36,"body":"I talk to people and I do deals and I get"},{"startTime":549.68,"endTime":553.36,"body":"frustrated when people think that they"},{"startTime":553.76,"endTime":557.0,"body":"can't do deals or they can't become"},{"startTime":553.76,"endTime":557.0,"body":"an owner or they can't get equity in a"},{"startTime":557.0,"endTime":560.48,"body":"company. And I try to trace the"},{"startTime":557.0,"endTime":560.48,"body":"route all the way back to their no."},{"startTime":560.48,"endTime":562.6,"body":"Like why do they think that?"},{"startTime":560.48,"endTime":562.6,"body":"And so I was like, all right,"},{"startTime":562.95,"endTime":567.84,"body":"well I need to do a challenge myself"},{"startTime":562.95,"endTime":567.84,"body":"to see if I remember what it takes for"},{"startTime":567.84,"endTime":570.92,"body":"me to do every single stage of"},{"startTime":567.84,"endTime":570.92,"body":"buying a business from the beginning."},{"startTime":570.92,"endTime":574.4,"body":"Now I have a team and to do it in an"},{"startTime":570.92,"endTime":574.4,"body":"industry that I haven't done before with"},{"startTime":574.4,"endTime":577.48,"body":"area that I don't have expertise, how"},{"startTime":574.4,"endTime":577.48,"body":"could I do it? And so I basically said,"},{"startTime":577.48,"endTime":577.8,"body":"all right,"},{"startTime":577.8,"endTime":582.32,"body":"60 days to buy a property"},{"startTime":577.8,"endTime":582.32,"body":"management company that's"},{"startTime":582.32,"endTime":584.76,"body":"can get to a million by the end of"},{"startTime":582.32,"endTime":584.76,"body":"the year in revenue, not profit."},{"startTime":585.22,"endTime":589.92,"body":"And I wanna do it with zero to"},{"startTime":585.22,"endTime":589.92,"body":"little money down, basically. And so,"},{"startTime":589.92,"endTime":590.24,"body":"um,"},{"startTime":590.24,"endTime":593.84,"body":"I started this challenge because I wanted"},{"startTime":590.24,"endTime":593.84,"body":"to share with people my exact steps."},{"startTime":593.84,"endTime":597.84,"body":"So I'm documenting from day one"},{"startTime":593.84,"endTime":597.84,"body":"to now. I think we're on day 21,"},{"startTime":597.84,"endTime":599.76,"body":"all steps of this process. Okay."},{"startTime":599.76,"endTime":601.12,"body":"Gonna, I'm gonna pause, I'm gonna pause,"},{"startTime":601.12,"endTime":605.2,"body":"I'm gonna pause here because there's a"},{"startTime":601.12,"endTime":605.2,"body":"lot going on and I wanna repeat back what"},{"startTime":605.2,"endTime":609.24,"body":"it is. Cody says, Hey, people say x,"},{"startTime":609.59,"endTime":610.48,"body":"Cody says,"},{"startTime":610.78,"endTime":615.68,"body":"I'm gonna go back and show you how it's"},{"startTime":610.78,"endTime":615.68,"body":"done with everything that you have,"},{"startTime":615.68,"endTime":617.64,"body":"which is little to no money."},{"startTime":618.47,"endTime":622.6,"body":"I want to build a million dollar business"},{"startTime":618.47,"endTime":622.6,"body":"and I'm gonna document my process."},{"startTime":622.76,"endTime":624.64,"body":"She's putting her name"},{"startTime":622.76,"endTime":624.64,"body":"and her credibility,"},{"startTime":624.64,"endTime":629.56,"body":"her belief system into approach"},{"startTime":624.64,"endTime":629.56,"body":"on the line showing everybody what"},{"startTime":629.56,"endTime":631.84,"body":"she's doing. Okay, next."},{"startTime":632.2,"endTime":635.4,"body":"\u003cLaugh\u003e. Yeah, that's"},{"startTime":632.2,"endTime":635.4,"body":"right. And so, um, you know,"},{"startTime":635.64,"endTime":640.12,"body":"the idea was I wanna try to explain"},{"startTime":635.64,"endTime":640.12,"body":"step by step how to get there. I mean,"},{"startTime":640.12,"endTime":642.56,"body":"I think it's a crazy goal"},{"startTime":640.12,"endTime":642.56,"body":"to do this inside 60 days."},{"startTime":642.56,"endTime":646.6,"body":"I usually don't put limits on myself,"},{"startTime":642.56,"endTime":646.6,"body":"but it's like people are gonna say, well,"},{"startTime":646.6,"endTime":648.32,"body":"you have a platform, you"},{"startTime":646.6,"endTime":648.32,"body":"have a bunch of money."},{"startTime":648.32,"endTime":651.84,"body":"So I have to try to remove the objections"},{"startTime":648.32,"endTime":651.84,"body":"to show them that they can still do"},{"startTime":651.84,"endTime":652.88,"body":"it. Yep. Um,"},{"startTime":652.88,"endTime":657.8,"body":"and so that to me is a really good"},{"startTime":652.88,"endTime":657.8,"body":"example of sort of how I think"},{"startTime":657.8,"endTime":661.0,"body":"about life in general. I was"},{"startTime":657.8,"endTime":661.0,"body":"working with a private equity firm."},{"startTime":661.0,"endTime":662.36,"body":"I was a partner at a firm."},{"startTime":662.37,"endTime":666.28,"body":"We did a bunch of big deals and I made"},{"startTime":662.37,"endTime":666.28,"body":"one of the senior partners, you know,"},{"startTime":666.28,"endTime":668.28,"body":"a middle-aged white guy, a ton of money,"},{"startTime":668.34,"endTime":671.24,"body":"and I like white guys in general"},{"startTime":668.34,"endTime":671.24,"body":"and I like money, so it's all good."},{"startTime":671.24,"endTime":674.4,"body":"But I was like, wait a second, I did"},{"startTime":671.24,"endTime":674.4,"body":"all the work on this and now you know,"},{"startTime":674.4,"endTime":676.96,"body":"you get to make a hundred million dollars"},{"startTime":674.4,"endTime":676.96,"body":"off of this deal and I get to take"},{"startTime":676.96,"endTime":678.68,"body":"home X, which was definitely"},{"startTime":676.96,"endTime":678.68,"body":"not a hundred million."},{"startTime":679.22,"endTime":683.64,"body":"And then I realized why couldn't I do a"},{"startTime":679.22,"endTime":683.64,"body":"slightly smaller deal, same structure,"},{"startTime":684.13,"endTime":686.92,"body":"um, and cash flow off"},{"startTime":684.13,"endTime":686.92,"body":"of it like this guy is,"},{"startTime":686.92,"endTime":688.12,"body":"but I don't have to have a whole team."},{"startTime":688.22,"endTime":691.56,"body":"And that's what started"},{"startTime":688.22,"endTime":691.56,"body":"me on this obsession with"},{"startTime":691.56,"endTime":696.12,"body":"not smart enough or it's not my core"},{"startTime":691.56,"endTime":696.12,"body":"competency to start the next Tesla or"},{"startTime":696.48,"endTime":697.76,"body":"Facebook or whatever."},{"startTime":698.26,"endTime":702.44,"body":"But I do know that I could buy a"},{"startTime":698.26,"endTime":702.44,"body":"laundromat or I could buy a construction"},{"startTime":702.44,"endTime":705.28,"body":"company and uh, I could figure that out."},{"startTime":705.3,"endTime":707.68,"body":"And so that's where the"},{"startTime":705.3,"endTime":707.68,"body":"obsession with boring businesses."},{"startTime":707.68,"endTime":711.24,"body":"Started. Okay, so I wanna pause here and"},{"startTime":707.68,"endTime":711.24,"body":"there's two veins that I wanna tap on."},{"startTime":711.24,"endTime":714.96,"body":"Number one, what Cody is doing is,"},{"startTime":711.24,"endTime":714.96,"body":"is what any business owner can,"},{"startTime":714.96,"endTime":717.08,"body":"and I'm an avenger today should do."},{"startTime":717.21,"endTime":720.32,"body":"If you are a yoga instructor and"},{"startTime":717.21,"endTime":720.32,"body":"you wanna get into a handstand,"},{"startTime":720.57,"endTime":722.52,"body":"do the challenge with"},{"startTime":720.57,"endTime":722.52,"body":"yourself and invite people."},{"startTime":722.66,"endTime":724.96,"body":"And then you document the process"},{"startTime":722.66,"endTime":724.96,"body":"of going into a handstand."},{"startTime":725.05,"endTime":726.96,"body":"If you're a chef and you're"},{"startTime":725.05,"endTime":726.96,"body":"working on a souffle,"},{"startTime":727.13,"endTime":730.64,"body":"go through a 30 day process of perfecting"},{"startTime":727.13,"endTime":730.64,"body":"the souffle, document the process,"},{"startTime":730.64,"endTime":734.2,"body":"and show people. You build"},{"startTime":730.64,"endTime":734.2,"body":"credibility and trust by way of that."},{"startTime":734.2,"endTime":737.96,"body":"And then you show what is possible"},{"startTime":734.2,"endTime":737.96,"body":"in the exact same scenario."},{"startTime":738.77,"endTime":741.98,"body":"That's part one. So you're a"},{"startTime":738.77,"endTime":741.98,"body":"business owner, content creation,"},{"startTime":742.14,"endTime":745.7,"body":"literally documenting exactly what you're"},{"startTime":742.14,"endTime":745.7,"body":"already doing and challenging yourself"},{"startTime":745.7,"endTime":746.533,"body":"and others to join that."},{"startTime":746.56,"endTime":749.98,"body":"But the second part that I'm interested"},{"startTime":746.56,"endTime":749.98,"body":"in here is as a business owner,"},{"startTime":749.98,"endTime":753.82,"body":"what you're hearing her say and do"},{"startTime":749.98,"endTime":753.82,"body":"is something that we as listeners,"},{"startTime":753.82,"endTime":755.66,"body":"cause I'm telling you, I'm watching"},{"startTime":753.82,"endTime":755.66,"body":"from a distance and I'm like,"},{"startTime":755.79,"endTime":760.14,"body":"do I have it in me to buy a"},{"startTime":755.79,"endTime":760.14,"body":"laundromat? Can I buy a car wash?"},{"startTime":760.14,"endTime":763.22,"body":"Like what are other unsexy businesses?"},{"startTime":760.14,"endTime":763.22,"body":"Now, here's one thing that I look back,"},{"startTime":763.22,"endTime":763.5,"body":"I'm like,"},{"startTime":763.5,"endTime":767.38,"body":"biggest regret is early in my career I"},{"startTime":763.5,"endTime":767.38,"body":"had service-based businesses where I'd"},{"startTime":767.38,"endTime":769.06,"body":"get a pretty flesh with cash."},{"startTime":769.21,"endTime":772.82,"body":"What I should have done in those times"},{"startTime":769.21,"endTime":772.82,"body":"is think about diversifying investments"},{"startTime":772.82,"endTime":776.14,"body":"in things that were entirely"},{"startTime":772.82,"endTime":776.14,"body":"different than what I was known for."},{"startTime":776.41,"endTime":779.42,"body":"I don't regret it. I just look back"},{"startTime":776.41,"endTime":779.42,"body":"and I'm like, if I could do it again,"},{"startTime":779.42,"endTime":782.82,"body":"I probably would've diversified much"},{"startTime":779.42,"endTime":782.82,"body":"earlier. So if you're a business owner,"},{"startTime":783.1,"endTime":784.86,"body":"wherever you are in your career"},{"startTime":783.1,"endTime":784.86,"body":"and you're listening to this,"},{"startTime":784.86,"endTime":788.34,"body":"this is an opportunity to listen carefully"},{"startTime":784.86,"endTime":788.34,"body":"to what Cody's doing and what has"},{"startTime":788.34,"endTime":791.34,"body":"done. So we went from, I helped"},{"startTime":788.34,"endTime":791.34,"body":"somebody make a hundred million dollars."},{"startTime":791.34,"endTime":793.54,"body":"And then you asked yourself,"},{"startTime":791.34,"endTime":793.54,"body":"could I do something like that?"},{"startTime":793.54,"endTime":796.7,"body":"Similar on a smaller scale to which"},{"startTime":793.54,"endTime":796.7,"body":"the answer we now know is hell? Yes."},{"startTime":797.2,"endTime":800.58,"body":"And then after you got your"},{"startTime":797.2,"endTime":800.58,"body":"first business, what was that?"},{"startTime":801.54,"endTime":802.12,"body":"Well,"},{"startTime":802.12,"endTime":806.43,"body":"my very first business was actually a"},{"startTime":802.12,"endTime":806.43,"body":"website that was called Selling South."},{"startTime":806.43,"endTime":811.27,"body":"So I bought a little website, uh, and"},{"startTime":806.43,"endTime":811.27,"body":"I did two other internet businesses,"},{"startTime":811.27,"endTime":814.07,"body":"one called Threads"},{"startTime":811.27,"endTime":814.07,"body":"Refined, and the other one,"},{"startTime":814.35,"endTime":816.87,"body":"I can't recall the name before I"},{"startTime":814.35,"endTime":816.87,"body":"eventually bought a laundromat."},{"startTime":816.87,"endTime":819.11,"body":"My la that laundromat is the"},{"startTime":816.87,"endTime":819.11,"body":"one I talk about the most,"},{"startTime":819.11,"endTime":820.31,"body":"cuz it's the most repeatable."},{"startTime":821.3,"endTime":825.03,"body":"Very cool. So we'll use that,"},{"startTime":821.3,"endTime":825.03,"body":"we'll just use that as the anchor."},{"startTime":825.13,"endTime":830.03,"body":"You buy a laundromat and then at what"},{"startTime":825.13,"endTime":830.03,"body":"point do you start realizing that this is"},{"startTime":830.03,"endTime":833.03,"body":"gonna be an extension of your personal"},{"startTime":830.03,"endTime":833.03,"body":"brand and you start creating content?"},{"startTime":833.03,"endTime":836.59,"body":"Because this is what I'm saying on the"},{"startTime":833.03,"endTime":836.59,"body":"outside and from research that I've done"},{"startTime":836.59,"endTime":840.63,"body":"from the outside, it looks like not only"},{"startTime":836.59,"endTime":840.63,"body":"are you buying these boring businesses,"},{"startTime":841.17,"endTime":844.83,"body":"you actually have a lot of free content"},{"startTime":841.17,"endTime":844.83,"body":"and information to teach people on how"},{"startTime":844.83,"endTime":848.31,"body":"to do it on their own. And"},{"startTime":844.83,"endTime":848.31,"body":"then you have a mastermind,"},{"startTime":848.31,"endTime":851.75,"body":"a group of people who get closer access"},{"startTime":848.31,"endTime":851.75,"body":"to you and coaches so that they're then"},{"startTime":851.75,"endTime":855.39,"body":"empowered to go and find their own deals"},{"startTime":851.75,"endTime":855.39,"body":"and get a little bit more navigation"},{"startTime":855.39,"endTime":858.07,"body":"and process through that. And then,"},{"startTime":855.39,"endTime":858.07,"body":"and this is a question mark for me."},{"startTime":858.08,"endTime":862.11,"body":"Do you also have a fund that people"},{"startTime":858.08,"endTime":862.11,"body":"can invest in and that you invest their"},{"startTime":862.11,"endTime":863.59,"body":"money into other boring"},{"startTime":862.11,"endTime":863.59,"body":"businesses? So there's like,"},{"startTime":863.59,"endTime":865.71,"body":"you do the dirty work and then"},{"startTime":863.59,"endTime":865.71,"body":"I'll just take a smaller immersion."},{"startTime":866.49,"endTime":869.84,"body":"So we don't have that private"},{"startTime":866.49,"endTime":869.84,"body":"equity fund that's public."},{"startTime":870.33,"endTime":873.92,"body":"We have a small group of partners"},{"startTime":870.33,"endTime":873.92,"body":"that I've done a series of deals with."},{"startTime":874.33,"endTime":877.24,"body":"We have a public, but it's"},{"startTime":874.33,"endTime":877.24,"body":"not open at the moment."},{"startTime":877.24,"endTime":882.0,"body":"Venture capital fund that invests"},{"startTime":877.24,"endTime":882.0,"body":"in technology that builds the"},{"startTime":882.0,"endTime":883.36,"body":"infrastructure of boring businesses."},{"startTime":883.36,"endTime":887.16,"body":"So think the software that"},{"startTime":883.36,"endTime":887.16,"body":"powers car washes, you know,"},{"startTime":887.16,"endTime":889.76,"body":"the software that powers"},{"startTime":887.16,"endTime":889.76,"body":"lending to small businesses."},{"startTime":889.76,"endTime":893.16,"body":"We have those kind of holdings."},{"startTime":889.76,"endTime":893.16,"body":"So maybe one day I, I do a fund,"},{"startTime":893.16,"endTime":895.96,"body":"but I've been doing funds Jasmine"},{"startTime":893.16,"endTime":895.96,"body":"for like 15 years or something."},{"startTime":895.96,"endTime":898.0,"body":"And so at some point I was just like, Ugh,"},{"startTime":898.0,"endTime":899.64,"body":"I don't want anybody to"},{"startTime":898.0,"endTime":899.64,"body":"tell me what to do anymore."},{"startTime":899.64,"endTime":901.52,"body":"I wanna buy whatever I"},{"startTime":899.64,"endTime":901.52,"body":"want whenever I want to."},{"startTime":902.23,"endTime":904.52,"body":"Okay. So like, let's get"},{"startTime":902.23,"endTime":904.52,"body":"into the business of this."},{"startTime":904.67,"endTime":908.0,"body":"You're making your money and finding"},{"startTime":904.67,"endTime":908.0,"body":"your passion with these boring businesses"},{"startTime":908.0,"endTime":910.72,"body":"and you're a renegade, you're a"},{"startTime":908.0,"endTime":910.72,"body":"contrarian, you're doing your own thing."},{"startTime":910.78,"endTime":911.88,"body":"And then the mastermind,"},{"startTime":911.88,"endTime":914.4,"body":"you're finding a lot more purpose"},{"startTime":911.88,"endTime":914.4,"body":"in helping other people do that."},{"startTime":914.41,"endTime":917.08,"body":"Is this where you wanna be"},{"startTime":914.41,"endTime":917.08,"body":"for how long? Like is this it,"},{"startTime":917.08,"endTime":918.16,"body":"but how does this then work?"},{"startTime":918.35,"endTime":921.76,"body":"That's a good question."},{"startTime":918.35,"endTime":921.76,"body":"I, I don't know if,"},{"startTime":921.81,"endTime":925.16,"body":"if I would ever say I'm very good"},{"startTime":921.81,"endTime":925.16,"body":"at doing anything for like 20 years."},{"startTime":925.16,"endTime":926.92,"body":"I've always wished that"},{"startTime":925.16,"endTime":926.92,"body":"I had that personality."},{"startTime":926.92,"endTime":928.8,"body":"That's why I'm a portfolio aggregator."},{"startTime":928.8,"endTime":932.72,"body":"I buy lots of businesses as opposed to"},{"startTime":928.8,"endTime":932.72,"body":"one business that I'd run for 30 years."},{"startTime":932.95,"endTime":935.92,"body":"I think those are two different"},{"startTime":932.95,"endTime":935.92,"body":"people, a starter and a maintainer."},{"startTime":935.92,"endTime":937.24,"body":"I'm a starter mm-hmm. \u003caffirmative\u003e."},{"startTime":937.24,"endTime":940.32,"body":"And so I anticipate that I'm really"},{"startTime":937.24,"endTime":940.32,"body":"enjoying what I'm doing right now."},{"startTime":940.32,"endTime":942.72,"body":"I've been doing it for two years now. Um,"},{"startTime":942.72,"endTime":947.0,"body":"we pulled back a lot on raising funds"},{"startTime":942.72,"endTime":947.0,"body":"because I am having more fun doing this at"},{"startTime":947.0,"endTime":950.48,"body":"the moment, but I can't anticipate"},{"startTime":947.0,"endTime":950.48,"body":"doing anything forever. Um,"},{"startTime":950.48,"endTime":954.12,"body":"what I would say is that I can't"},{"startTime":950.48,"endTime":954.12,"body":"imagine I ever don't do deals."},{"startTime":954.12,"endTime":955.36,"body":"It's my favorite thing to do."},{"startTime":955.36,"endTime":959.56,"body":"So like just finding that business"},{"startTime":955.36,"endTime":959.56,"body":"executing on it, it's also very lucrative."},{"startTime":959.61,"endTime":961.0,"body":"So I imagine I'll always do that,"},{"startTime":961.0,"endTime":963.96,"body":"but I'll start playing bigger and"},{"startTime":961.0,"endTime":963.96,"body":"bigger games and fewer and fewer of them"},{"startTime":964.09,"endTime":967.88,"body":"because as you know, creativity"},{"startTime":964.09,"endTime":967.88,"body":"takes a lot of space too."},{"startTime":968.25,"endTime":971.56,"body":"So for me to think about how do I wanna"},{"startTime":968.25,"endTime":971.56,"body":"write this newsletter and I have a book"},{"startTime":971.56,"endTime":974.52,"body":"coming out this year, so what do"},{"startTime":971.56,"endTime":974.52,"body":"I want that to be in there, um,"},{"startTime":974.56,"endTime":979.44,"body":"means that I can't spend 72 hours on Excel"},{"startTime":974.56,"endTime":979.44,"body":"spreadsheets like I used to for sure."},{"startTime":979.79,"endTime":981.44,"body":"Mm-hmm. Okay."},{"startTime":981.44,"endTime":984.56,"body":"So now that we've seen like"},{"startTime":981.44,"endTime":984.56,"body":"the big picture list of"},{"startTime":984.65,"endTime":986.16,"body":"um, in recent Instagram post,"},{"startTime":986.16,"endTime":988.72,"body":"you talked about the seven things you"},{"startTime":986.16,"endTime":988.72,"body":"wish you knew before you started a"},{"startTime":988.88,"endTime":989.3,"body":"business."},{"startTime":989.3,"endTime":992.68,"body":"And we're gonna link to all the posts"},{"startTime":989.3,"endTime":992.68,"body":"that I'm mentioning in the show notes."},{"startTime":992.68,"endTime":995.0,"body":"But this is a quote, boring"},{"startTime":992.68,"endTime":995.0,"body":"doesn't have to be ugly."},{"startTime":995.26,"endTime":998.44,"body":"You mentioned that boring things take"},{"startTime":995.26,"endTime":998.44,"body":"it takes time to make them beautiful."},{"startTime":998.44,"endTime":1001.12,"body":"Can you walk us through an example of"},{"startTime":998.44,"endTime":1001.12,"body":"a business that you did this? Like,"},{"startTime":1001.14,"endTime":1003.68,"body":"you know, somebody's listening to this,"},{"startTime":1001.14,"endTime":1003.68,"body":"like, I'm not Okay. Okay, good, good,"},{"startTime":1003.68,"endTime":1003.84,"body":"good."},{"startTime":1003.84,"endTime":1007.16,"body":"Totally. I got one right away, by the"},{"startTime":1003.84,"endTime":1007.16,"body":"way. You're really a great interviewer."},{"startTime":1007.16,"endTime":1009.88,"body":"I'm sure they're like, your"},{"startTime":1007.16,"endTime":1009.88,"body":"audience can learn a lot from that,"},{"startTime":1009.88,"endTime":1013.52,"body":"but just even sometimes they'll come on"},{"startTime":1009.88,"endTime":1013.52,"body":"a podcast and they'll quote me and I'm"},{"startTime":1013.52,"endTime":1013.96,"body":"like, oh God,"},{"startTime":1013.96,"endTime":1017.4,"body":"please tell me what the hook is of that"},{"startTime":1013.96,"endTime":1017.4,"body":"because we put out so much content every"},{"startTime":1017.4,"endTime":1020.8,"body":"day, \u003claugh\u003e, I'm like, sh"},{"startTime":1017.4,"endTime":1020.8,"body":"yes, that was important,"},{"startTime":1020.8,"endTime":1023.0,"body":"but I don't remember the line. Ok. No, no."},{"startTime":1023.0,"endTime":1024.4,"body":"I got you girl. I got you. I got you."},{"startTime":1025.17,"endTime":1028.44,"body":"So good. It was great. Um, so, uh,"},{"startTime":1028.49,"endTime":1033.04,"body":"we have this company we bought called"},{"startTime":1028.49,"endTime":1033.04,"body":"approachment.com and I actually need to,"},{"startTime":1033.04,"endTime":1035.12,"body":"I'll tweet out after"},{"startTime":1033.04,"endTime":1035.12,"body":"this or Instagram story,"},{"startTime":1035.23,"endTime":1039.76,"body":"a picture of what the Approachment"},{"startTime":1035.23,"endTime":1039.76,"body":"old website used to look like. I mean,"},{"startTime":1039.76,"endTime":1044.08,"body":"it's hysterical. It almost looks"},{"startTime":1039.76,"endTime":1044.08,"body":"like a mix between like, um,"},{"startTime":1044.08,"endTime":1045.64,"body":"like an Asian nail spa,"},{"startTime":1046.0,"endTime":1050.92,"body":"\u003claugh\u003e and like maybe a call"},{"startTime":1046.0,"endTime":1050.92,"body":"center. I don't know. It's super bad."},{"startTime":1050.92,"endTime":1053.6,"body":"Okay. And so, and anyway,"},{"startTime":1050.92,"endTime":1053.6,"body":"what it is is it's um,"},{"startTime":1054.19,"endTime":1058.72,"body":"it's a DM AI enabled service that"},{"startTime":1054.19,"endTime":1058.72,"body":"allows small businesses to text back and"},{"startTime":1058.72,"endTime":1060.08,"body":"forth. So like, basically you're like,"},{"startTime":1060.08,"endTime":1064.68,"body":"I need a handyman and handymans are"},{"startTime":1060.08,"endTime":1064.68,"body":"all closed and so after hours or"},{"startTime":1064.7,"endTime":1066.68,"body":"you have to call the handyman,"},{"startTime":1064.7,"endTime":1066.68,"body":"I'm like, no, no, no,"},{"startTime":1066.68,"endTime":1070.88,"body":"I just want somebody to be able to text"},{"startTime":1066.68,"endTime":1070.88,"body":"right away and get an answer about can I"},{"startTime":1070.88,"endTime":1073.6,"body":"get a handyman to come to"},{"startTime":1070.88,"endTime":1073.6,"body":"my house tomorrow at five?"},{"startTime":1073.6,"endTime":1076.2,"body":"I don't wanna talk to anybody. Bye."},{"startTime":1073.6,"endTime":1076.2,"body":"So that's what the service does."},{"startTime":1076.33,"endTime":1080.84,"body":"So we started from this like horrific"},{"startTime":1076.33,"endTime":1080.84,"body":"website to a really good looking website."},{"startTime":1081.01,"endTime":1081.96,"body":"It probably took,"},{"startTime":1082.27,"endTime":1086.8,"body":"I mean Jasmine maybe"},{"startTime":1082.27,"endTime":1086.8,"body":"like 10 hours and $2,000."},{"startTime":1087.1,"endTime":1087.88,"body":"The,"},{"startTime":1087.88,"endTime":1092.24,"body":"they originally had a one 800 number"},{"startTime":1087.88,"endTime":1092.24,"body":"as the only way to communicate."},{"startTime":1092.24,"endTime":1095.4,"body":"There was no email that"},{"startTime":1092.24,"endTime":1095.4,"body":"you could email responses."},{"startTime":1095.4,"endTime":1100.12,"body":"They were a text service and they didn't"},{"startTime":1095.4,"endTime":1100.12,"body":"offer their own service to the people"},{"startTime":1100.12,"endTime":1104.24,"body":"who came to the website. Mm-hmm. Um,"},{"startTime":1100.12,"endTime":1104.24,"body":"they didn't have Google reviews. Uh,"},{"startTime":1104.24,"endTime":1107.28,"body":"we still don't have social media,"},{"startTime":1104.24,"endTime":1107.28,"body":"so we need to remedy that. Um,"},{"startTime":1107.94,"endTime":1110.84,"body":"the financials were all"},{"startTime":1107.94,"endTime":1110.84,"body":"done in Excel spreadsheet."},{"startTime":1110.84,"endTime":1115.08,"body":"They didn't even use QuickBooks."},{"startTime":1110.84,"endTime":1115.08,"body":"So like it was just dirty. And um,"},{"startTime":1115.08,"endTime":1118.72,"body":"and that was an really easy"},{"startTime":1115.08,"endTime":1118.72,"body":"quick fix. And then, you know,"},{"startTime":1118.72,"endTime":1122.8,"body":"there's been a lot of businesses, like"},{"startTime":1118.72,"endTime":1122.8,"body":"our first laundromat, oh Mylanta, it was,"},{"startTime":1122.97,"endTime":1127.68,"body":"uh, broken machines everywhere, those"},{"startTime":1122.97,"endTime":1127.68,"body":"dingy light bulbs that kinda like flicker,"},{"startTime":1127.68,"endTime":1132.32,"body":"like a horror movie, you know, \u003claugh\u003e"},{"startTime":1127.68,"endTime":1132.32,"body":"and uh, and really old yellow paint."},{"startTime":1132.32,"endTime":1134.88,"body":"And so again, it's not a"},{"startTime":1132.32,"endTime":1134.88,"body":"huge upgrade to the business."},{"startTime":1134.88,"endTime":1137.28,"body":"It's not like we're putting,"},{"startTime":1134.88,"endTime":1137.28,"body":"you know, satin on the walls,"},{"startTime":1137.54,"endTime":1139.52,"body":"but a little bit of better lighting,"},{"startTime":1140.03,"endTime":1143.08,"body":"a deep clean new paint"},{"startTime":1140.03,"endTime":1143.08,"body":"and better equipment."},{"startTime":1143.18,"endTime":1145.76,"body":"And you service a community in"},{"startTime":1143.18,"endTime":1145.76,"body":"a way that gives some respect."},{"startTime":1146.98,"endTime":1149.45,"body":"So do you find now that your"},{"startTime":1146.98,"endTime":1149.45,"body":"brand has been extended,"},{"startTime":1149.45,"endTime":1150.77,"body":"that the deals are coming to you?"},{"startTime":1150.77,"endTime":1152.81,"body":"Like when you were talking"},{"startTime":1150.77,"endTime":1152.81,"body":"about that text-based company,"},{"startTime":1152.87,"endTime":1155.49,"body":"did you go and search for them?"},{"startTime":1152.87,"endTime":1155.49,"body":"How did that come to fruition?"},{"startTime":1155.86,"endTime":1160.05,"body":"Uh, the best thing I've ever"},{"startTime":1155.86,"endTime":1160.05,"body":"did was get online and uh,"},{"startTime":1160.2,"endTime":1163.89,"body":"I fought it because I remember my"},{"startTime":1160.2,"endTime":1163.89,"body":"fir I was working at State Street,"},{"startTime":1163.89,"endTime":1165.41,"body":"a really large asset management group,"},{"startTime":1165.51,"endTime":1169.77,"body":"and I started having a little tiny"},{"startTime":1165.51,"endTime":1169.77,"body":"blog that nobody read. But, uh,"},{"startTime":1170.18,"endTime":1174.77,"body":"my boss came across it and I was a pretty"},{"startTime":1170.18,"endTime":1174.77,"body":"senior person at this time and he was"},{"startTime":1174.77,"endTime":1175.603,"body":"like, you know,"},{"startTime":1175.64,"endTime":1178.65,"body":"your predictions on there about what's"},{"startTime":1175.64,"endTime":1178.65,"body":"happening in Latin American investments"},{"startTime":1178.65,"endTime":1179.81,"body":"at the time could move the market."},{"startTime":1179.81,"endTime":1182.57,"body":"So you can't have that blog so you need"},{"startTime":1179.81,"endTime":1182.57,"body":"to pick between the two. And I was like,"},{"startTime":1182.57,"endTime":1184.37,"body":"oh yeah, I'm making a lot of money"},{"startTime":1182.57,"endTime":1184.37,"body":"over here. It's a no-brainer."},{"startTime":1184.37,"endTime":1187.41,"body":"Of course I'm gonna stay here"},{"startTime":1184.37,"endTime":1187.41,"body":"now in retrospect, maybe not."},{"startTime":1187.47,"endTime":1191.81,"body":"And I've had multiple instances in"},{"startTime":1187.47,"endTime":1191.81,"body":"finance because we have all these licenses"},{"startTime":1191.81,"endTime":1196.65,"body":"and regulations upon us where we"},{"startTime":1191.81,"endTime":1196.65,"body":"are literally legally not allowed to"},{"startTime":1196.65,"endTime":1198.25,"body":"talk about many things"},{"startTime":1196.65,"endTime":1198.25,"body":"when we're licensed."},{"startTime":1198.58,"endTime":1201.77,"body":"So there's a couple things that are"},{"startTime":1198.58,"endTime":1201.77,"body":"coming in at play and she talked about the"},{"startTime":1201.77,"endTime":1206.05,"body":"tension between creating content and in"},{"startTime":1201.77,"endTime":1206.05,"body":"her mind there was a thing she wanted to"},{"startTime":1206.05,"endTime":1207.69,"body":"do and there was a thing"},{"startTime":1206.05,"endTime":1207.69,"body":"that she was doing,"},{"startTime":1207.69,"endTime":1211.65,"body":"and then she used content as gasoline"},{"startTime":1207.69,"endTime":1211.65,"body":"on a fire that had already existed."},{"startTime":1211.78,"endTime":1214.97,"body":"So what we need to make sure that we're"},{"startTime":1211.78,"endTime":1214.97,"body":"hearing as business owners is that the"},{"startTime":1214.97,"endTime":1218.49,"body":"content became the linchpin so that"},{"startTime":1214.97,"endTime":1218.49,"body":"people are showing up hand in hand to say,"},{"startTime":1218.52,"endTime":1221.49,"body":"help me. And so it's like if"},{"startTime":1218.52,"endTime":1221.49,"body":"you're looking at like, Hey,"},{"startTime":1221.49,"endTime":1224.69,"body":"I have a great service. I love what"},{"startTime":1221.49,"endTime":1224.69,"body":"I do and I want a greater flow."},{"startTime":1224.69,"endTime":1226.73,"body":"Content has become on that. Um,"},{"startTime":1226.73,"endTime":1229.93,"body":"just yesterday I saw you post"},{"startTime":1226.73,"endTime":1229.93,"body":"on Instagram stories, uh,"},{"startTime":1229.93,"endTime":1233.69,"body":"a this or that between two YouTube"},{"startTime":1229.93,"endTime":1233.69,"body":"thumbnails and it was about a cleaning"},{"startTime":1233.93,"endTime":1234.51,"body":"business."},{"startTime":1234.51,"endTime":1239.01,"body":"How much are you getting insights from"},{"startTime":1234.51,"endTime":1239.01,"body":"one platform and applying it to another?"},{"startTime":1240.17,"endTime":1243.34,"body":"Thumbnails we've realized are"},{"startTime":1240.17,"endTime":1243.34,"body":"just so important for YouTube,"},{"startTime":1243.52,"endTime":1244.98,"body":"the title and the thumbnail."},{"startTime":1244.98,"endTime":1247.6,"body":"And I really don't like to operate"},{"startTime":1244.98,"endTime":1247.6,"body":"from that place place. I'm like,"},{"startTime":1247.6,"endTime":1252.24,"body":"I want to do this video and because of"},{"startTime":1247.6,"endTime":1252.24,"body":"that I will do this video and the right"},{"startTime":1252.24,"endTime":1252.96,"body":"way, the right way."},{"startTime":1252.96,"endTime":1257.6,"body":"I think the better way to do YouTube"},{"startTime":1252.96,"endTime":1257.6,"body":"is to have your title first and"},{"startTime":1257.88,"endTime":1260.72,"body":"probably a really good idea of what your"},{"startTime":1257.88,"endTime":1260.72,"body":"thumb nails gonna look like. I know."},{"startTime":1260.72,"endTime":1265.44,"body":"Dang it. And then work it into that."},{"startTime":1260.72,"endTime":1265.44,"body":"Yeah. Ah, I know it's tough, but you know,"},{"startTime":1265.44,"endTime":1268.16,"body":"and I think it's a balance too, because"},{"startTime":1265.44,"endTime":1268.16,"body":"you have to decide also as a creator,"},{"startTime":1268.16,"endTime":1269.16,"body":"what do you really wanna do?"},{"startTime":1269.16,"endTime":1272.44,"body":"Is everything just for mass virality"},{"startTime":1269.16,"endTime":1272.44,"body":"or do you also wanna have an authentic"},{"startTime":1272.44,"endTime":1275.8,"body":"voice? I'm sure you know, Casey"},{"startTime":1272.44,"endTime":1275.8,"body":"and I stat back in the day,"},{"startTime":1275.8,"endTime":1279.2,"body":"didn't go as viral right away because"},{"startTime":1275.8,"endTime":1279.2,"body":"he didn't have clickbait titles,"},{"startTime":1279.2,"endTime":1282.36,"body":"he didn't have clickbait images."},{"startTime":1279.2,"endTime":1282.36,"body":"And so you kind of decide."},{"startTime":1282.38,"endTime":1287.12,"body":"But what I have found is that there's"},{"startTime":1282.38,"endTime":1287.12,"body":"hardly ever a situation in which there"},{"startTime":1287.12,"endTime":1290.64,"body":"isn't an overwhelming winner in a"},{"startTime":1287.12,"endTime":1290.64,"body":"category on a different platform."},{"startTime":1290.9,"endTime":1293.56,"body":"And so for me, I'm like, I kinda"},{"startTime":1290.9,"endTime":1293.56,"body":"like both. I can't really decide."},{"startTime":1293.56,"endTime":1295.04,"body":"And then you put it on"},{"startTime":1293.56,"endTime":1295.04,"body":"Instagram, you're like, what,"},{"startTime":1295.04,"endTime":1298.52,"body":"75% like this one over this one?"},{"startTime":1295.04,"endTime":1298.52,"body":"Wild. I guess we'll go with that."},{"startTime":1299.28,"endTime":1301.6,"body":"Hmm. And so as listeners are listening,"},{"startTime":1301.6,"endTime":1306.4,"body":"you might not have a business that buys"},{"startTime":1301.6,"endTime":1306.4,"body":"boring businesses or has a mastermind"},{"startTime":1306.64,"endTime":1309.56,"body":"that facilitates people who does. But"},{"startTime":1306.64,"endTime":1309.56,"body":"what I wanna peel back and say is like,"},{"startTime":1309.56,"endTime":1313.44,"body":"here's a person who ping ponged her way"},{"startTime":1309.56,"endTime":1313.44,"body":"through success to end up where she is."},{"startTime":1313.44,"endTime":1315.88,"body":"And so if you find yourself ping ponging,"},{"startTime":1313.44,"endTime":1315.88,"body":"trust that it's part of the process."},{"startTime":1316.5,"endTime":1321.24,"body":"And then she's creating content"},{"startTime":1316.5,"endTime":1321.24,"body":"not to sustain the business,"},{"startTime":1321.24,"endTime":1323.28,"body":"she's creating content"},{"startTime":1321.24,"endTime":1323.28,"body":"to grow the business."},{"startTime":1323.28,"endTime":1326.36,"body":"And so I wanna talk a little bit about"},{"startTime":1323.28,"endTime":1326.36,"body":"content in your content creation and what"},{"startTime":1326.36,"endTime":1329.32,"body":"that actually looks like."},{"startTime":1326.36,"endTime":1329.32,"body":"Because when I heard you speak,"},{"startTime":1329.32,"endTime":1332.84,"body":"you were talking about the teams that"},{"startTime":1329.32,"endTime":1332.84,"body":"you have and like the strategy behind it."},{"startTime":1332.86,"endTime":1335.0,"body":"Can you talk a little bit"},{"startTime":1332.86,"endTime":1335.0,"body":"about what it looks like?"},{"startTime":1335.0,"endTime":1339.32,"body":"And so I want y'all to check out her"},{"startTime":1335.0,"endTime":1339.32,"body":"content. It is visually interesting,"},{"startTime":1339.32,"endTime":1342.72,"body":"it keeps you engaged. It's very hard"},{"startTime":1339.32,"endTime":1342.72,"body":"to peel away from. And then Cody,"},{"startTime":1342.72,"endTime":1346.68,"body":"when you speak Spanish, I'm just"},{"startTime":1342.72,"endTime":1346.68,"body":"like, let's go Latinas, let's go."},{"startTime":1347.43,"endTime":1350.0,"body":"I forgot you were a Latina too. I love."},{"startTime":1350.0,"endTime":1351.0,"body":"That. Yes, yes."},{"startTime":1351.23,"endTime":1355.72,"body":"I loved that video about your dad and"},{"startTime":1351.23,"endTime":1355.72,"body":"like you were speaking on the stage about"},{"startTime":1355.76,"endTime":1359.24,"body":"money and like the Latino, you know,"},{"startTime":1355.76,"endTime":1359.24,"body":"sort of heritage and how hard it was."},{"startTime":1359.24,"endTime":1362.28,"body":"I totally, I was like, oh girl,"},{"startTime":1359.24,"endTime":1362.28,"body":"I remember that. Yep. Okay."},{"startTime":1362.28,"endTime":1365.28,"body":"Good. Okay, so let's put the"},{"startTime":1362.28,"endTime":1365.28,"body":"content hat on right now."},{"startTime":1365.28,"endTime":1366.76,"body":"Like when you say I wanna do a video,"},{"startTime":1366.87,"endTime":1370.04,"body":"like what then does that talk to"},{"startTime":1366.87,"endTime":1370.04,"body":"us about the inception process?"},{"startTime":1370.15,"endTime":1373.48,"body":"Talk down how it distills down to the"},{"startTime":1370.15,"endTime":1373.48,"body":"team and then let's go act to actual like"},{"startTime":1373.48,"endTime":1376.04,"body":"practicality, like doing the dang"},{"startTime":1373.48,"endTime":1376.04,"body":"work. Are you the one posting?"},{"startTime":1376.25,"endTime":1379.88,"body":"No, I don't do any of the actual"},{"startTime":1376.25,"endTime":1379.88,"body":"posting. I don't do any of the editing."},{"startTime":1379.88,"endTime":1382.72,"body":"I don't do any of the"},{"startTime":1379.88,"endTime":1382.72,"body":"graphic design. Um, so."},{"startTime":1382.72,"endTime":1383.553,"body":"You say I wanna do a video."},{"startTime":1384.23,"endTime":1387.6,"body":"I say I wanna do a video. And"},{"startTime":1384.23,"endTime":1387.6,"body":"usually I don't say it, I'm a writer."},{"startTime":1387.6,"endTime":1391.84,"body":"Like my mind goes first to written"},{"startTime":1387.6,"endTime":1391.84,"body":"format. So I'll write down, oh,"},{"startTime":1391.84,"endTime":1394.04,"body":"this is an interesting"},{"startTime":1391.84,"endTime":1394.04,"body":"video idea. Like, uh,"},{"startTime":1394.04,"endTime":1397.2,"body":"how to buy a property management in"},{"startTime":1394.04,"endTime":1397.2,"body":"60 days. Can we do it? So I'm like,"},{"startTime":1397.2,"endTime":1399.92,"body":"this is an interesting idea. Then"},{"startTime":1397.2,"endTime":1399.92,"body":"I'll send it to my team and say,"},{"startTime":1399.92,"endTime":1402.72,"body":"this is about to be a lot of work"},{"startTime":1399.92,"endTime":1402.72,"body":"from you. Is this an awful idea?"},{"startTime":1402.73,"endTime":1406.36,"body":"Do you like this idea? And you know,"},{"startTime":1402.73,"endTime":1406.36,"body":"sometimes I'll say, yeah, that's awful."},{"startTime":1406.36,"endTime":1408.32,"body":"Beat it. And you know, I'll, when."},{"startTime":1408.32,"endTime":1409.36,"body":"You say you send it to your team,"},{"startTime":1409.36,"endTime":1411.56,"body":"because I'm trying to avoid"},{"startTime":1409.36,"endTime":1411.56,"body":"all of the follow up questions."},{"startTime":1411.56,"endTime":1412.92,"body":"When you say you send it to your team,"},{"startTime":1412.94,"endTime":1414.68,"body":"are you sending it to"},{"startTime":1412.94,"endTime":1414.68,"body":"your entire creative team?"},{"startTime":1414.68,"endTime":1417.24,"body":"Are you sending it to one person? Like"},{"startTime":1414.68,"endTime":1417.24,"body":"what is, who are you sending it to?"},{"startTime":1417.73,"endTime":1419.8,"body":"No, it would be, so"},{"startTime":1417.73,"endTime":1419.8,"body":"it's all done on Slack,"},{"startTime":1419.8,"endTime":1423.56,"body":"and that would be to our YouTube team."},{"startTime":1419.8,"endTime":1423.56,"body":"So just an individual channel on YouTube."},{"startTime":1423.59,"endTime":1427.84,"body":"Okay. And we specialize by"},{"startTime":1423.59,"endTime":1427.84,"body":"channel. So there's a YouTube team,"},{"startTime":1427.84,"endTime":1431.16,"body":"there's a short form content team,"},{"startTime":1427.84,"endTime":1431.16,"body":"which is Instagram and TikTok."},{"startTime":1431.16,"endTime":1433.32,"body":"There's a Twitter team and"},{"startTime":1431.16,"endTime":1433.32,"body":"there's a newsletter team."},{"startTime":1433.7,"endTime":1435.72,"body":"And then because we have two newsletters,"},{"startTime":1435.72,"endTime":1438.32,"body":"there's actually two newsletter teams"},{"startTime":1435.72,"endTime":1438.32,"body":"and then we're gonna launch a contrarian"},{"startTime":1438.32,"endTime":1440.64,"body":"thinking channel as well."},{"startTime":1438.32,"endTime":1440.64,"body":"And so we try to be,"},{"startTime":1440.64,"endTime":1444.76,"body":"what I found in the beginning is that I"},{"startTime":1440.64,"endTime":1444.76,"body":"started with a ton of generalists, um,"},{"startTime":1444.82,"endTime":1446.88,"body":"for number one generalist me, right?"},{"startTime":1446.88,"endTime":1450.12,"body":"Like I took out the trash for a year"},{"startTime":1446.88,"endTime":1450.12,"body":"and then I hired another generalist"},{"startTime":1450.12,"endTime":1452.32,"body":"underneath me, and then I"},{"startTime":1450.12,"endTime":1452.32,"body":"hired another generalist."},{"startTime":1452.32,"endTime":1454.08,"body":"And then at some point"},{"startTime":1452.32,"endTime":1454.08,"body":"I was like, oh gosh,"},{"startTime":1454.15,"endTime":1458.68,"body":"this is terrible because everybody's in"},{"startTime":1454.15,"endTime":1458.68,"body":"each other's lanes and it's pretty much"},{"startTime":1458.68,"endTime":1461.68,"body":"the same in every business, but"},{"startTime":1458.68,"endTime":1461.68,"body":"you have to start hiring pros, um,"},{"startTime":1461.99,"endTime":1466.44,"body":"that specialize. So I get that idea,"},{"startTime":1461.99,"endTime":1466.44,"body":"I send it to my team, they say, yeah,"},{"startTime":1466.44,"endTime":1470.16,"body":"that's an interesting idea. And"},{"startTime":1466.44,"endTime":1470.16,"body":"then typically I'm a wobbler."},{"startTime":1470.22,"endTime":1471.76,"body":"I'm like a professional wobbler."},{"startTime":1471.76,"endTime":1475.52,"body":"So I'll like wobble around on the idea"},{"startTime":1471.76,"endTime":1475.52,"body":"for a while, I'll procrastinate on it,"},{"startTime":1475.63,"endTime":1479.48,"body":"I'll like write down some thoughts, all"},{"startTime":1475.63,"endTime":1479.48,"body":"in notion where we keep all of these,"},{"startTime":1479.61,"endTime":1480.48,"body":"uh, documents."},{"startTime":1480.58,"endTime":1483.76,"body":"And then I need like an hour or an"},{"startTime":1480.58,"endTime":1483.76,"body":"hour and a half period where I can just"},{"startTime":1483.76,"endTime":1486.6,"body":"really sit down. At some"},{"startTime":1483.76,"endTime":1486.6,"body":"point nobody talked to me,"},{"startTime":1486.75,"endTime":1490.28,"body":"shut the door candle on"},{"startTime":1486.75,"endTime":1490.28,"body":"and I'll write the, uh,"},{"startTime":1490.35,"endTime":1491.96,"body":"sort of the entire script."},{"startTime":1492.38,"endTime":1494.6,"body":"And then the part that we've"},{"startTime":1492.38,"endTime":1494.6,"body":"started to get really good at,"},{"startTime":1494.6,"endTime":1496.8,"body":"I think is we'll write the script."},{"startTime":1496.95,"endTime":1500.08,"body":"I'll get it to my team for them to"},{"startTime":1496.95,"endTime":1500.08,"body":"think about thumbnail and title,"},{"startTime":1500.17,"endTime":1502.8,"body":"or I might have a title and thumbnail"},{"startTime":1500.17,"endTime":1502.8,"body":"idea and I'll send it to them and make"},{"startTime":1502.8,"endTime":1506.32,"body":"sure they like it. So first we"},{"startTime":1502.8,"endTime":1506.32,"body":"think, what do we wanna tell people?"},{"startTime":1506.43,"endTime":1509.12,"body":"Then we think, how do"},{"startTime":1506.43,"endTime":1509.12,"body":"we wanna tell them this?"},{"startTime":1509.12,"endTime":1511.96,"body":"That means like visually what will"},{"startTime":1509.12,"endTime":1511.96,"body":"it look like to tell them the story?"},{"startTime":1512.3,"endTime":1514.88,"body":"And then we think about how do we"},{"startTime":1512.3,"endTime":1514.88,"body":"want them to feel throughout it."},{"startTime":1514.88,"endTime":1518.48,"body":"And that's not necessarily 1, 2, 3, but"},{"startTime":1514.88,"endTime":1518.48,"body":"those are three things we do in concert."},{"startTime":1519.18,"endTime":1523.96,"body":"And in the beginning we focus so much"},{"startTime":1519.18,"endTime":1523.96,"body":"on what we didn't focus on how we were"},{"startTime":1523.96,"endTime":1527.04,"body":"gonna visually show it. And we definitely"},{"startTime":1523.96,"endTime":1527.04,"body":"didn't focus on how we wanted you,"},{"startTime":1527.04,"endTime":1530.28,"body":"the viewer to feel about it. And"},{"startTime":1527.04,"endTime":1530.28,"body":"the second we started doing that,"},{"startTime":1530.34,"endTime":1533.28,"body":"the ones we do it for for the"},{"startTime":1530.34,"endTime":1533.28,"body":"videos become a lot better."},{"startTime":1534.01,"endTime":1535.8,"body":"So going back to Brass Tack,"},{"startTime":1536.35,"endTime":1539.16,"body":"you're writing into your"},{"startTime":1536.35,"endTime":1539.16,"body":"YouTube team and say,"},{"startTime":1539.16,"endTime":1543.6,"body":"I have a 60 day to launch"},{"startTime":1539.16,"endTime":1543.6,"body":"idea. They respond, yes,"},{"startTime":1543.82,"endTime":1547.64,"body":"you close the door light a candle, hour,"},{"startTime":1543.82,"endTime":1547.64,"body":"hour and a half, you script it out,"},{"startTime":1547.64,"endTime":1551.8,"body":"you turn the script over to them and"},{"startTime":1547.64,"endTime":1551.8,"body":"they get into thumbnails, titles,"},{"startTime":1552.11,"endTime":1554.48,"body":"B-roll shots. And then, then what happens?"},{"startTime":1555.35,"endTime":1559.12,"body":"Then we, um, well we"},{"startTime":1555.35,"endTime":1559.12,"body":"film one time a week, uh,"},{"startTime":1559.12,"endTime":1561.04,"body":"because I do run these"},{"startTime":1559.12,"endTime":1561.04,"body":"other businesses, so I,"},{"startTime":1561.04,"endTime":1562.44,"body":"I don't have a ton of time for filming."},{"startTime":1562.65,"endTime":1565.8,"body":"So we have one day a week that"},{"startTime":1562.65,"endTime":1565.8,"body":"sort of batch all of our content."},{"startTime":1566.66,"endTime":1569.64,"body":"And sometimes if we have a"},{"startTime":1566.66,"endTime":1569.64,"body":"video we have to travel for,"},{"startTime":1569.64,"endTime":1573.64,"body":"like the one we launched today, actually,"},{"startTime":1569.64,"endTime":1573.64,"body":"um, that one might be off schedule,"},{"startTime":1573.64,"endTime":1577.88,"body":"maybe we have to film a different day."},{"startTime":1573.64,"endTime":1577.88,"body":"But one day my videographer comes over,"},{"startTime":1577.88,"endTime":1581.32,"body":"I have a studio set up here, we do a"},{"startTime":1577.88,"endTime":1581.32,"body":"lot of talking head videos like this,"},{"startTime":1581.32,"endTime":1586.24,"body":"so it'll at least start here and then we"},{"startTime":1581.32,"endTime":1586.24,"body":"sort of tick through all of our videos."},{"startTime":1586.59,"endTime":1590.2,"body":"I try now increasingly to not"},{"startTime":1586.59,"endTime":1590.2,"body":"just be in this one sphere,"},{"startTime":1590.2,"endTime":1593.28,"body":"I'd like to break the third barrier. I'd"},{"startTime":1590.2,"endTime":1593.28,"body":"like to like get out in the real world,"},{"startTime":1593.28,"endTime":1595.2,"body":"right? And so, um,"},{"startTime":1595.33,"endTime":1598.4,"body":"there's usually a mixture of"},{"startTime":1595.33,"endTime":1598.4,"body":"in-studio and out of studio."},{"startTime":1598.93,"endTime":1603.04,"body":"Mm, this is incredible. And"},{"startTime":1598.93,"endTime":1603.04,"body":"so then turning back, the"},{"startTime":1603.2,"endTime":1605.48,"body":"the short form team, and then"},{"startTime":1603.2,"endTime":1605.48,"body":"as far as the posting goes,"},{"startTime":1605.8,"endTime":1607.56,"body":"somebody else will do it."},{"startTime":1605.8,"endTime":1607.56,"body":"Are you leading captions?"},{"startTime":1608.06,"endTime":1609.44,"body":"Are they pulling from the script?"},{"startTime":1609.82,"endTime":1613.56,"body":"You know, it's a good question. So for"},{"startTime":1609.82,"endTime":1613.56,"body":"captions for Instagram in particular,"},{"startTime":1613.59,"endTime":1616.96,"body":"a lot of them come from this little"},{"startTime":1613.59,"endTime":1616.96,"body":"tiny blog I have that doesn't have many"},{"startTime":1616.96,"endTime":1618.2,"body":"readers called tinkering."},{"startTime":1618.66,"endTime":1621.96,"body":"And it's a tiny little paragraph"},{"startTime":1618.66,"endTime":1621.96,"body":"that I write once a week."},{"startTime":1622.18,"endTime":1625.12,"body":"And so I'd say our best written"},{"startTime":1622.18,"endTime":1625.12,"body":"captions are usually the, this is,"},{"startTime":1625.12,"endTime":1627.48,"body":"it's almost like a public"},{"startTime":1625.12,"endTime":1627.48,"body":"journal for some reason."},{"startTime":1627.61,"endTime":1628.443,"body":"So cool."},{"startTime":1628.75,"endTime":1631.68,"body":"Yeah. And they're a little bit fluffier."},{"startTime":1631.68,"endTime":1635.92,"body":"They're like more poetic"},{"startTime":1631.68,"endTime":1635.92,"body":"maybe on our better days. Uh,"},{"startTime":1635.92,"endTime":1640.12,"body":"I think they're more interesting. And so"},{"startTime":1635.92,"endTime":1640.12,"body":"those become a lot of the captions. Um,"},{"startTime":1640.14,"endTime":1643.92,"body":"and then I ask our team to pull a"},{"startTime":1640.14,"endTime":1643.92,"body":"lot of captions from the newsletters."},{"startTime":1644.19,"endTime":1648.36,"body":"What typically happens is I've had three"},{"startTime":1644.19,"endTime":1648.36,"body":"people that manage Instagram for me"},{"startTime":1648.36,"endTime":1651.52,"body":"over the last two years. Um, and"},{"startTime":1648.36,"endTime":1651.52,"body":"two of them are still with me."},{"startTime":1651.52,"endTime":1654.04,"body":"They just moved up to new roles"},{"startTime":1651.52,"endTime":1654.04,"body":"and one of 'em didn't work out,"},{"startTime":1654.04,"endTime":1656.6,"body":"but they all start with"},{"startTime":1654.04,"endTime":1656.6,"body":"not getting my tone."},{"startTime":1656.6,"endTime":1661.32,"body":"And they'll be like an L O L O mg"},{"startTime":1656.6,"endTime":1661.32,"body":"high five in there and I'll die on the"},{"startTime":1661.32,"endTime":1665.16,"body":"inside \u003claugh\u003e and then I'll"},{"startTime":1661.32,"endTime":1665.16,"body":"edit it out \u003claugh\u003e. And then,"},{"startTime":1665.46,"endTime":1668.36,"body":"but after about 30 days"},{"startTime":1665.46,"endTime":1668.36,"body":"of some corrections,"},{"startTime":1668.36,"endTime":1672.4,"body":"they'll get it and they put it"},{"startTime":1668.36,"endTime":1672.4,"body":"inside a document that's called, uh,"},{"startTime":1672.4,"endTime":1675.52,"body":"like Instagram best Practices Guide."},{"startTime":1672.4,"endTime":1675.52,"body":"We have one of those for all platforms."},{"startTime":1675.52,"endTime":1677.56,"body":"And so anytime I see"},{"startTime":1675.52,"endTime":1677.56,"body":"something I don't like,"},{"startTime":1677.56,"endTime":1680.64,"body":"I make it painful for them and"},{"startTime":1677.56,"endTime":1680.64,"body":"I'm like, I don't like this."},{"startTime":1681.13,"endTime":1684.56,"body":"Go to the document and tell me why I"},{"startTime":1681.13,"endTime":1684.56,"body":"don't. And then they're like, oh, right,"},{"startTime":1684.56,"endTime":1687.6,"body":"cuz located here. Whereas if I"},{"startTime":1684.56,"endTime":1687.6,"body":"just tell them I don't like this,"},{"startTime":1687.6,"endTime":1689.6,"body":"they don't really learn."},{"startTime":1687.6,"endTime":1689.6,"body":"They just fix the thing good,"},{"startTime":1689.6,"endTime":1691.16,"body":"but they don't have to search for why."},{"startTime":1691.89,"endTime":1693.92,"body":"Oh, that's like a golden"},{"startTime":1691.89,"endTime":1693.92,"body":"nugget. Y'all like,"},{"startTime":1694.07,"endTime":1698.4,"body":"rewind this like 30 seconds"},{"startTime":1694.07,"endTime":1698.4,"body":"and listen to that very fact."},{"startTime":1698.42,"endTime":1701.2,"body":"You are gonna find the reason why it"},{"startTime":1698.42,"endTime":1701.2,"body":"didn't work because it's already been"},{"startTime":1701.36,"endTime":1704.76,"body":"documented. Okay, so this"},{"startTime":1701.36,"endTime":1704.76,"body":"has been a flash fire,"},{"startTime":1704.76,"endTime":1708.28,"body":"like everything across the board"},{"startTime":1704.76,"endTime":1708.28,"body":"knowing about your approach,"},{"startTime":1708.28,"endTime":1712.36,"body":"how you got started. But the biggest"},{"startTime":1708.28,"endTime":1712.36,"body":"pullback is any business owner."},{"startTime":1712.42,"endTime":1713.4,"body":"Any business owner."},{"startTime":1713.62,"endTime":1717.96,"body":"The goal here would be to find a way to"},{"startTime":1713.62,"endTime":1717.96,"body":"embrace that there is no such thing as"},{"startTime":1717.96,"endTime":1718.52,"body":"the right question."},{"startTime":1718.52,"endTime":1721.88,"body":"And to give yourself permission to ask"},{"startTime":1718.52,"endTime":1721.88,"body":"questions until the right one surfaces."},{"startTime":1722.26,"endTime":1726.48,"body":"And then to understand that there"},{"startTime":1722.26,"endTime":1726.48,"body":"is not a linear line of success."},{"startTime":1726.48,"endTime":1728.8,"body":"And to embrace the processes"},{"startTime":1726.48,"endTime":1728.8,"body":"getting you to where you wanna go."},{"startTime":1729.01,"endTime":1729.88,"body":"In addition to that,"},{"startTime":1729.88,"endTime":1733.88,"body":"you're gonna be creating content that"},{"startTime":1729.88,"endTime":1733.88,"body":"positions you as a thought leader so that"},{"startTime":1733.88,"endTime":1738.0,"body":"your leads come to you and l"},{"startTime":1733.88,"endTime":1738.0,"body":"instead of you going after them."},{"startTime":1738.1,"endTime":1741.04,"body":"And then we talked about the actual"},{"startTime":1738.1,"endTime":1741.04,"body":"like nitty gritty content creation."},{"startTime":1741.04,"endTime":1745.68,"body":"Like if y'all are interested in why I"},{"startTime":1741.04,"endTime":1745.68,"body":"believe Cody's content is popping is"},{"startTime":1745.68,"endTime":1748.36,"body":"because it's a hundred"},{"startTime":1745.68,"endTime":1748.36,"body":"percent authentically Cody."},{"startTime":1748.57,"endTime":1751.24,"body":"So she is lighting a candle"},{"startTime":1748.57,"endTime":1751.24,"body":"and she's doing the work."},{"startTime":1751.24,"endTime":1753.28,"body":"And I think that at some point we"},{"startTime":1751.24,"endTime":1753.28,"body":"look at other people and be like, oh,"},{"startTime":1753.28,"endTime":1755.68,"body":"well everything must be done. And"},{"startTime":1753.28,"endTime":1755.68,"body":"it's like that point of origin,"},{"startTime":1755.68,"endTime":1759.72,"body":"what can she not sacrifice and then"},{"startTime":1755.68,"endTime":1759.72,"body":"empower her team along with systems and"},{"startTime":1759.84,"endTime":1762.84,"body":"structures to actually know what she"},{"startTime":1759.84,"endTime":1762.84,"body":"wants to put out on the world. Okay,"},{"startTime":1762.84,"endTime":1766.76,"body":"so I wanna end by one final Instagram"},{"startTime":1762.84,"endTime":1766.76,"body":"post. Now you wrote on this post,"},{"startTime":1766.82,"endTime":1770.4,"body":"now that we know it's probably from"},{"startTime":1766.82,"endTime":1770.4,"body":"Tinker or you know, from one of your epic,"},{"startTime":1770.4,"endTime":1774.16,"body":"uh, newsletters, the only time you"},{"startTime":1770.4,"endTime":1774.16,"body":"truly lose is when you stop trying."},{"startTime":1774.16,"endTime":1776.84,"body":"Failure is inevitable in the"},{"startTime":1774.16,"endTime":1776.84,"body":"game of entrepreneurship,"},{"startTime":1776.9,"endTime":1778.88,"body":"but we either succeed"},{"startTime":1776.9,"endTime":1778.88,"body":"or we learn a lesson."},{"startTime":1778.9,"endTime":1782.96,"body":"The only way we can lose the game is by"},{"startTime":1778.9,"endTime":1782.96,"body":"not brushing it off and trying again."},{"startTime":1783.18,"endTime":1786.04,"body":"Can you speak to the person"},{"startTime":1783.18,"endTime":1786.04,"body":"who's listening right now?"},{"startTime":1786.04,"endTime":1786.24,"body":"well,"},{"startTime":1786.24,"endTime":1791.12,"body":"Cody has a lot of experience and"},{"startTime":1786.24,"endTime":1791.12,"body":"she is well spoken and she's smart"},{"startTime":1791.12,"endTime":1793.92,"body":"and she's done a lot of ping"},{"startTime":1791.12,"endTime":1793.92,"body":"ponging and I'm just not there."},{"startTime":1793.92,"endTime":1796.88,"body":"I don't have that option."},{"startTime":1793.92,"endTime":1796.88,"body":"I am afraid to start."},{"startTime":1797.03,"endTime":1799.92,"body":"What would you tell that person"},{"startTime":1797.03,"endTime":1799.92,"body":"and where they are right now?"},{"startTime":1800.61,"endTime":1804.42,"body":"Well, I'm, I think this time of"},{"startTime":1800.61,"endTime":1804.42,"body":"year is pretty interesting. Um,"},{"startTime":1804.42,"endTime":1806.58,"body":"lots of people setting goals. Um,"},{"startTime":1806.92,"endTime":1810.98,"body":"one of the things that I like to do"},{"startTime":1806.92,"endTime":1810.98,"body":"before I set goals, it's called the Moogi."},{"startTime":1811.23,"endTime":1813.98,"body":"Um, I haven't always called it that,"},{"startTime":1811.23,"endTime":1813.98,"body":"but I found a fancy new word for it,"},{"startTime":1813.98,"endTime":1814.9,"body":"so I'm sticking with it."},{"startTime":1814.92,"endTime":1816.74,"body":"Did you write this in one"},{"startTime":1814.92,"endTime":1816.74,"body":"of your recent newsletters?"},{"startTime":1816.74,"endTime":1817.22,"body":"I did."},{"startTime":1817.22,"endTime":1820.34,"body":"Girl, you know, I subscribe,"},{"startTime":1817.22,"endTime":1820.34,"body":"I subscribe, I subscribe."},{"startTime":1820.46,"endTime":1821.82,"body":"I've done drank this to you. Well."},{"startTime":1821.82,"endTime":1823.14,"body":"You're gonna I have to do one now."},{"startTime":1823.49,"endTime":1826.5,"body":"I know, I know. Ok, go on. Sorry, I"},{"startTime":1823.49,"endTime":1826.5,"body":"jumped ahead. Okay, go, go. Sorry."},{"startTime":1826.55,"endTime":1829.94,"body":"Oh, I love it. So basically the"},{"startTime":1826.55,"endTime":1829.94,"body":"idea is that you do one thing,"},{"startTime":1829.94,"endTime":1834.9,"body":"you do one thing for a day that is"},{"startTime":1829.94,"endTime":1834.9,"body":"so hard that it makes the other 364"},{"startTime":1834.9,"endTime":1836.94,"body":"days easy by comparison, right?"},{"startTime":1837.28,"endTime":1842.06,"body":"And what I found is we have all these"},{"startTime":1837.28,"endTime":1842.06,"body":"things we can do that then we start to"},{"startTime":1842.06,"endTime":1844.42,"body":"feel guilty if we don't do them."},{"startTime":1842.06,"endTime":1844.42,"body":"Ah, I didn't work out today."},{"startTime":1844.42,"endTime":1847.02,"body":"I didn't get my cold bath"},{"startTime":1844.42,"endTime":1847.02,"body":"today. I ate badly today."},{"startTime":1847.02,"endTime":1850.94,"body":"And we compounded a whole"},{"startTime":1847.02,"endTime":1850.94,"body":"avalanche of guilt on top of us."},{"startTime":1851.32,"endTime":1853.7,"body":"And instead what we remember"},{"startTime":1851.32,"endTime":1853.7,"body":"at the end of our days,"},{"startTime":1853.7,"endTime":1857.94,"body":"I'm pretty sure is never the"},{"startTime":1853.7,"endTime":1857.94,"body":"312 days that we missed doing"},{"startTime":1858.17,"endTime":1860.54,"body":"workouts over our"},{"startTime":1858.17,"endTime":1860.54,"body":"cumulative lifetimes. Right?"},{"startTime":1860.79,"endTime":1865.74,"body":"We instead remember those moments"},{"startTime":1860.79,"endTime":1865.74,"body":"of extreme difficulty where we"},{"startTime":1865.74,"endTime":1870.62,"body":"prevailed of extreme joy where we"},{"startTime":1865.74,"endTime":1870.62,"body":"earned it. And so the Mao is that idea."},{"startTime":1871.08,"endTime":1872.06,"body":"And um,"},{"startTime":1872.63,"endTime":1877.54,"body":"my first Mao that I did was I hiked a"},{"startTime":1872.63,"endTime":1877.54,"body":"mountain and when I heard of the term hike"},{"startTime":1877.54,"endTime":1879.98,"body":"the mountain, I thought, well, I'm just"},{"startTime":1877.54,"endTime":1879.98,"body":"gonna be, you know, my little flowers,"},{"startTime":1880.0,"endTime":1883.38,"body":"I'm gonna have a coffee. It's gonna be"},{"startTime":1880.0,"endTime":1883.38,"body":"able to kind of skedaddle up this thing."},{"startTime":1883.39,"endTime":1887.34,"body":"No, it was like a blizzard. I"},{"startTime":1883.39,"endTime":1887.34,"body":"had crampon on. I had an ice ax."},{"startTime":1887.34,"endTime":1889.38,"body":"We were falling in crevices."},{"startTime":1887.34,"endTime":1889.38,"body":"It was a nightmare."},{"startTime":1889.43,"endTime":1891.3,"body":"We had to carry our actual fecal matter."},{"startTime":1891.3,"endTime":1894.38,"body":"It was literally the worst thing"},{"startTime":1891.3,"endTime":1894.38,"body":"imaginable. I hated every moment of it."},{"startTime":1894.43,"endTime":1897.94,"body":"By the way. I'm, I hate the"},{"startTime":1894.43,"endTime":1897.94,"body":"cold and I'm scared of heights."},{"startTime":1897.94,"endTime":1900.9,"body":"It's like I don't know what I was"},{"startTime":1897.94,"endTime":1900.9,"body":"thinking. And so anyway, I did it."},{"startTime":1900.9,"endTime":1904.5,"body":"I was so pissed. I was miserable the"},{"startTime":1900.9,"endTime":1904.5,"body":"whole time. And then I get down and when,"},{"startTime":1904.5,"endTime":1906.14,"body":"you know, for like the"},{"startTime":1904.5,"endTime":1906.14,"body":"next three or six months,"},{"startTime":1906.14,"endTime":1908.66,"body":"everything's just a little"},{"startTime":1906.14,"endTime":1908.66,"body":"easier because it's not that."},{"startTime":1909.04,"endTime":1912.94,"body":"And so I try to do that at least once a"},{"startTime":1909.04,"endTime":1912.94,"body":"year. And that's what I would tell you."},{"startTime":1912.96,"endTime":1915.02,"body":"You don't have to go"},{"startTime":1912.96,"endTime":1915.02,"body":"hike or climb a mountain,"},{"startTime":1915.64,"endTime":1920.06,"body":"but do that awful workout until you almost"},{"startTime":1915.64,"endTime":1920.06,"body":"feel like you're going to pass out or"},{"startTime":1920.06,"endTime":1924.18,"body":"vomit and try to insert, you"},{"startTime":1920.06,"endTime":1924.18,"body":"know, maybe it's just once a year,"},{"startTime":1924.18,"endTime":1925.34,"body":"maybe it's once a month,"},{"startTime":1925.37,"endTime":1929.54,"body":"that terribly hard thing because you'll"},{"startTime":1925.37,"endTime":1929.54,"body":"realize you're a lot harder to kill than"},{"startTime":1929.54,"endTime":1932.3,"body":"you think. And that probably"},{"startTime":1929.54,"endTime":1932.3,"body":"stems a lot from my husband too."},{"startTime":1932.3,"endTime":1936.26,"body":"Cause he's a former, um,"},{"startTime":1932.3,"endTime":1936.26,"body":"military man and you know,"},{"startTime":1936.26,"endTime":1938.58,"body":"all the time I'll come"},{"startTime":1936.26,"endTime":1938.58,"body":"with something like, ah,"},{"startTime":1938.58,"endTime":1942.1,"body":"this idiot said lol omg on my"},{"startTime":1938.58,"endTime":1942.1,"body":"captions. And he'll be like,"},{"startTime":1942.63,"endTime":1945.74,"body":"is anybody gonna die? You"},{"startTime":1942.63,"endTime":1945.74,"body":"know, and nobody's gonna die."},{"startTime":1945.74,"endTime":1947.54,"body":"And so like nine times"},{"startTime":1945.74,"endTime":1947.54,"body":"outta 10 we're fine."},{"startTime":1947.56,"endTime":1950.5,"body":"But the problem is our monkey brain"},{"startTime":1947.56,"endTime":1950.5,"body":"doesn't know the difference between lion"},{"startTime":1950.5,"endTime":1954.02,"body":"attacking and person, you know,"},{"startTime":1950.5,"endTime":1954.02,"body":"being late to your zoom call."},{"startTime":1954.02,"endTime":1957.46,"body":"And we can't differentiate. And so we"},{"startTime":1954.02,"endTime":1957.46,"body":"have to make the differentiation real."},{"startTime":1957.7,"endTime":1958.533,"body":"Hmm."},{"startTime":1958.79,"endTime":1961.4,"body":"So I think Mark Twain said"},{"startTime":1958.79,"endTime":1961.4,"body":"something similar. He said,"},{"startTime":1961.4,"endTime":1965.0,"body":"if you start your day by eating the"},{"startTime":1961.4,"endTime":1965.0,"body":"toad, everything else is easier. So yeah,"},{"startTime":1965.0,"endTime":1969.92,"body":"cheers to climbing mountains and carrying"},{"startTime":1965.0,"endTime":1969.92,"body":"fecal matter and to swallowing a toad"},{"startTime":1969.92,"endTime":1974.72,"body":"and realizing that our reptilian"},{"startTime":1969.92,"endTime":1974.72,"body":"brain can differentiate between being"},{"startTime":1974.72,"endTime":1976.8,"body":"mauled by a lion and somebody"},{"startTime":1974.72,"endTime":1976.8,"body":"being late to a zoom call."},{"startTime":1976.9,"endTime":1981.6,"body":"You embody all of these principles"},{"startTime":1976.9,"endTime":1981.6,"body":"so, so, so much. Cody sanchez.com."},{"startTime":1981.79,"endTime":1984.68,"body":"I subscribe to your newsletter."},{"startTime":1981.79,"endTime":1984.68,"body":"And the crazy thing is, you know,"},{"startTime":1984.68,"endTime":1987.12,"body":"I followed you for a while on social,"},{"startTime":1984.68,"endTime":1987.12,"body":"it's kind of like, and then I was like,"},{"startTime":1987.12,"endTime":1990.0,"body":"okay, I'm ready. I'm ready to"},{"startTime":1987.12,"endTime":1990.0,"body":"go deeper. And you generously,"},{"startTime":1990.0,"endTime":1992.32,"body":"I was talking to you before we started"},{"startTime":1990.0,"endTime":1992.32,"body":"rolling and you had said that there was"},{"startTime":1992.32,"endTime":1995.36,"body":"also a resource, even if people aren't"},{"startTime":1992.32,"endTime":1995.36,"body":"necessarily all about newsletters,"},{"startTime":1995.36,"endTime":1998.4,"body":"that you do have a resource for"},{"startTime":1995.36,"endTime":1998.4,"body":"recession, recession planning."},{"startTime":1998.56,"endTime":2000.48,"body":"So I'm gonna drop a link. It"},{"startTime":1998.56,"endTime":2000.48,"body":"will be in the show notes,"},{"startTime":2000.48,"endTime":2005.32,"body":"but it's contrarian"},{"startTime":2000.48,"endTime":2005.32,"body":"thinking.com/recession."},{"startTime":2005.47,"endTime":2009.04,"body":"Cody Sanchez and you can find her on"},{"startTime":2005.47,"endTime":2009.04,"body":"all social platforms at Cody Sanchez."},{"startTime":2009.23,"endTime":2010.16,"body":"You're incredible."},{"startTime":2010.16,"endTime":2012.56,"body":"Thank you for your contrarian"},{"startTime":2010.16,"endTime":2012.56,"body":"brain and thank you for sharing."},{"startTime":2012.56,"endTime":2016.0,"body":"So valiantly and generously with"},{"startTime":2012.56,"endTime":2016.0,"body":"everybody who's watching you create your"},{"startTime":2016.0,"endTime":2018.0,"body":"empire, it's so inspiring Right."},{"startTime":2018.0,"endTime":2020.84,"body":"Back at you. I appreciate your dance"},{"startTime":2018.0,"endTime":2020.84,"body":"moves, honestly. That's one thing."},{"startTime":2021.35,"endTime":2023.68,"body":"I have. We're gonna end there. We're"},{"startTime":2021.35,"endTime":2023.68,"body":"gonna end there, we're gonna end there."},{"startTime":2023.68,"endTime":2024.64,"body":"We're really gonna end there."},{"startTime":2024.64,"endTime":2027.48,"body":"Like I'm gonna have a heart"},{"startTime":2024.64,"endTime":2027.48,"body":"attack watching you work,"},{"startTime":2027.48,"endTime":2029.64,"body":"and you're gonna have a heart attack"},{"startTime":2027.48,"endTime":2029.64,"body":"with my booty dropping. This is great."},{"startTime":2029.64,"endTime":2033.16,"body":"This is, this is just fantastic. I,"},{"startTime":2029.64,"endTime":2033.16,"body":"I'm so on. This is where we're it?"},{"startTime":2033.16,"endTime":2035.92,"body":"Cody Sanchez. You're freaking"},{"startTime":2033.16,"endTime":2035.92,"body":"amazing. Thank you. I appreciate it."},{"startTime":2036.03,"endTime":2036.96,"body":"Thanks Jasmine."}]}