§ 01 · The Hook
The bait, then the rug-pull.
The opening line arrives without setup: "Your past does not disqualify you." Four seconds in, with the crowd already buzzing, he is already inside the room — not walking toward it. What follows across 47 minutes and five different stages is a single sustained argument dressed in different rooms: the pain you survived is not a liability you carry but the skill you needed all along.
Where the time goes.
00:00 – 09:21
01 · Pain is the source code
Opens with the disqualification hook, builds through the Phil Heath pain-relationship story, then delivers the alcoholic father origin story — explaining how two core skills (presence and communication) were built at age five. Ends with the one-more philosophy from his father's sobriety.
09:21 – 12:25
02 · One decision away
Introduces the argument that you are always one decision from a different life. Reframes desperation as an asset using the missing-baby analogy. Lands the obsessions-become-possessions principle.
12:25 – 16:25
03 · The identity thermostat
The centerpiece framework. Identity functions like a thermostat set at 75 degrees — every external result that exceeds that setting gets regulated back down within 90 days. Winning is 75% psychology, 25% mechanics.
16:25 – 22:00
04 · Blissful dissatisfaction
Dismantles the belief that enjoying success kills drive. Neurological case for celebrating wins. Introduces the cost vs. worth distinction — poor thinkers negotiate price, wealthy thinkers negotiate worth.
22:00 – 29:16
05 · Stop bullshitting everyone
The confrontational segment. Direct call-out of people too comfortable to admit their real position. The 86,400-seconds framing. Destroys the need-to-know-more excuse with perfection as the lowest possible standard.
29:16 – 36:22
06 · Your will is not for sale
Introduces pre-negotiation: decide the price you will pay before adversity arrives, so failure and comfort cannot purchase your surrender. Most entrepreneurs sell their dream — decide yours is not purchasable.
36:22 – 40:10
07 · The lead character
The extras-vs-lead-characters framework. Cab driver number two does not appear in any important chapter of your life, yet holds enormous power over your decisions. Lead characters can rewrite their script at any moment.
40:10 – 47:17
08 · The destiny twin
The closing hallucination: at the end of your life you meet the person you were born to be. Heaven is when you are identical twins. Hell is when you are total strangers.
Visual structure at a glance.
Named ideas worth stealing.
13:07
model
The Identity Thermostat
Identity functions like a thermostat set to a fixed temperature. Any external result that exceeds your internal setting gets regulated back down within approximately 90 days. The only durable way to hold a higher result is to raise the thermostat setting — your self-concept.
Steal for Any coaching or educational offer dealing with behavior change or goal persistence — the 90-day regression point is a concrete, recognizable hook.
19:00
concept
The Destiny Twin
A visualization framework: at the end of your life you meet the person you were made to be. Heaven is when the two of you are identical twins. Hell is when you are total strangers.
Steal for Closing arguments in any high-stakes presentation, sales conversation, or keynote where the audience needs to make a decision in the room.
28:00
concept
Pre-negotiating the price
Decide the maximum price you are willing to pay for your goal before adversity arrives — not during it. Most people re-evaluate the price in the moment of pain and sell their dream. Pre-commitment eliminates the in-the-moment negotiation.
Steal for Resilience frameworks, commitment devices, any context where people abandon goals under pressure.
37:00
concept
Lead Characters vs. Extras
In the story of your life, most people who consume your mental energy are extras — they do not appear in the important chapters. Stop giving power to people who are not in your book.
Steal for Any talk or content about overcoming fear of judgment or approval-seeking.
08:10
concept
The One More Philosophy
Instead of committing to a permanent forever decision, commit to one more day, one more attempt, one more rep. The unit is small enough that it is always achievable, but it compounds.
Steal for Habit formation content, recovery contexts, any audience dealing with sustained adversity.
15:05
concept
Blissful Dissatisfaction
The sustainable performance state: genuinely happy in the present while remaining driven to improve. Rejects both delayed gratification and the belief that satisfaction kills ambition.
Steal for High-performer burnout prevention, coaching clients who sacrifice present happiness for future destinations.
Lines you could clip.
25:39
"Perfection is the lowest possible standard. Quit trying to be perfect."
14:22
"You can't exceed your identity long term. It'll never happen."
01:37
"If you can survive the temporary, you'll meet another version of yourself."
45:45
"Heaven would be you catch him. Hell will be you meet that man you were capable of being and you're total strangers."
11:31
"Our obsessions become our possessions."
Things they pointed at.
01:55bookThink and Grow Rich
How they asked for the click.
46:00
subscribe
"If you're willing to fight, follow me on social and I'll help you with the fight."
Soft and earned — he has spent 47 minutes giving; the ask is positioned as a continuation of support, not a close. No product pitch, no link, just social follow.
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor analogy story
00:00HOOKYour past does not disqualify you. In a matter of one moment, one decision, one day, one account, one client, one meeting, one speaker,
00:09your life changes. If you spend the rest of your life worrying about everybody thinks about you, someday you'll never have to worry about it again because when you die, nobody will remember you were here. Stop worrying about what these people think about you.
00:20You need to execute a little more. You need to get after it. You need to make some mistakes.
00:25You've always had that sense. You've always known your life mattered. You've always known since you were a little girl,
00:31that there's something special you're supposed to be doing. That anxiety, that fear you have is maybe you're not doing it. Too many of you are too focused on growing your company and not focused enough on growing you.
00:42I'm here to help you, dude, because we need you to do something great with your life. You were born to do something special with your life. You're not average.
00:49You're not ordinary. You were born to do something extraordinary. Amen?
00:53When I realized this, I was reading Think and Grow Rich again recently. He said on the other side of temporary pain, you meet your other self. If you can survive the temporary, you'll meet another version of you.
01:04I'm up here not because I'm super impressive, because I'm not. In fact, the security guards both told me, like, dude, I thought you were a lot bigger based on looking at your pictures.
01:14I'm like, thank you. Both of you. Nice thing to tell me.
01:18Right? Which I was bigger. It's just COVID and I like to make excuses.
01:21So if you can survive the temporary, you'll meet another version of yourself. I coach lots of successful successful people in all kinds of industries, people that have run countries, businesses, sports, entertainment.
01:34I am one myself, and I can tell you that the difference with them and most people is they have a different relationship with pain.
01:45See, we're wired all the way back to the caveman days to avoid pain. That's how our brains are wired. It keeps us alive.
01:51What actually keeps you alive does not make you successful. And so our proclivity is to avoid avoid pain and discomfort. And when we're going through it, we try to get through it in such a way that it doesn't cause us much pain.
02:01Had Phil Heath. I have the best business and self development podcast in the world. It's the number one podcast in that space in the world.
02:07Just listen to it. I had Phil Heath on my show though at seven time mister Olympia recently. He's become a good friend.
02:12I like Phil a lot. I said, how do you win seven mister Olympias? That's a big deal.
02:17Not one to win it once is miraculous. Right? How do you win seven times?
02:21And he gave me an answer on the podcast. I go, that's not why. He goes, well, why?
02:25I said, you have a different relationship with pain than everybody else. You pursue it and chase it when you go in the gym because you know on the other side of that pain, you get introduced to another set of legs. You get introduced to another set of biceps.
02:36You get introduced to another set of abs. So you're willing to go through it. Most guys will do what they can to minimize it, mitigate it, or avoid it.
02:43I know this because in my own life that's true. I've been able to, you know, do well financially with two skills.
02:53I don't have a high IQ. Turns out according to the guys that are protecting me here, I'm not all that jacked and sexy anymore, so I don't have that going for me.
03:03Whatever.
03:07And I got two skills. Let me tell you what they are, and I'll tell you how I got them.
03:12My two skills are I'm by the way, I'm gonna brag because I said I only have two. So when you only have two, you're allowed to brag about the two.
03:18Okay? Here's the two. I'm really present,
03:23and I care, and I listen to people well. Like, I'm extraordinary at it. That's why my show's so good.
03:30I really am interested. I really care. I really believe in people.
03:34I'm really present with them, and they feel it. Write this down.
03:38You were always making people feel something, so you should be intentional about it. Most of you, God bless you brothers or sister, you're just oblivious to the fact that you're constantly making people feel something
03:49instead of being intentional about what it is they're feeling. That's my skill number one. Number two, I'm a good communicator.
03:54That's it. That's all I got. Checkmate.
03:57You take those two things from me. I don't know what I'd be doing. Probably incarcerated.
04:05HOOKSo let me tell you where those come from. I'm the child of an alcoholic and a drug addict. And today will be the last time I talk about this because it's very painful for me, and I don't like talking about it.
04:18HOOKAnd, uh, I do it to serve people, but I'm not really enjoying it when I do it. My dad was an alcoholic till I was 15. I believe I I'm so strongly believe that people can change their life because I watched my hero do it.
04:31HOOKI watched my hero change from living terribly as a father and a husband and a person into the last thirty five years of his life being the best man I've ever met. So when I say I believe people can change, I say that from experience. I watched my hero do it.
04:44HOOKBut growing up, I want you to imagine this. I'm five years old. I have three little sisters,
04:48HOOKand I had to figure out real quick when my dad got home. Every day, by the time I was five, which guy was walking through that front door. And I would get next to the front door as a little boy, five years old,
04:59HOOKand I'll watch my old man walk through that door. And I could see his tonality. I could read his face.
05:11How's he walking? At five years old.
05:16And if he was drinking, I'd say, Mimi, get the sisters upstairs. Mama, go take a shower. And I would leave myself alone with this man downstairs.
05:28It got to the point where I knew at about seven by the sound the lock made when the key went in it.
05:37I'd hear his car drive up, and I would walk up to that front door, and I would listen to the sound the key made. And if it was struggling again, Mimi, upstairs. Get Andrea.
05:45Get Erica. Go upstairs. Mama, go upstairs.
05:47Take a shower. I knew by the sound.
05:54And then if he was drinking, I'd have to change him with the way I communicated. And I would grab his hand.
06:01Daddy, how's your I I got a 93 on my spelling test. I hit a home run at baseball practice.
06:09You did? Yeah. Did anything go good?
06:11Well, you know, I had one good. Meaning and I would be able to move him with my words away from the liquor cabinet. And if I could get him over on the couch,
06:19we could sit there and I would just talk into him and change him. If you can survive the temporary,
06:28you meet another version of yourself. Little did I know as a five, six, seven year old little boy that on the other side of that horrific pain that I wish on no child,
06:42God was giving me the skills I would use to reach millions and millions of people to change their life. Yeah. And
06:58I don't know why today it's bothering me more today, but it is.
07:05I something occurred to me about I wrote a book called the power of one more. It's the number one book in the world for two months, which is kinda crazy right now.
07:14And if you haven't gotten it, go get it. Forbes said it's the modern day think and grow rich.
07:20But what I did in the book, I wrote the book. And then when I was done, I woke up one night.
07:26I met I met my wife in kindergarten, by the way. It's another reason I'm not in prison. And
07:31she grew up down the street from me. I woke up. I've only cried maybe, like, three times that she's ever seen.
07:37And I woke up about I wrote the book and and it anyway, I woke up about I don't know. It was probably now about three months ago crying in the middle night. Babe, wake up.
07:44Wake up. She goes, what? I said, babe,
07:46someone helped daddy. And she said, what did you say? I said, someone helped daddy get so I never thought about it.
07:53But some precious soul helped my dad change his life. When I was 15, me and my dad were driving in the car to a little league game.
08:01He was crying himself. I never saw him cry before or after that day. Basically, he told me that day, I'm gonna try to go get sober.
08:06I said, what would be different? He goes, I'm gonna give it one more try. That was the first time he ever said one more.
08:11And he went away and he did finally get sober. When he got sober, I said, dad, are you gonna stay sober forever? He goes, I can't promise you that.
08:17But I can tell him I'm gonna stay sober for one more day at a time which lasted thirty five years. Every time I wanted to quit this business, I didn't make a decision to not quit the rest of my life.
08:28I made a decision not to quit for one more day. One more day just don't quit. One more day hang on.
08:33So I said, babe, someone helped my dad in the lowest moment of his life when he was thinking of taking his life.
08:41Some precious soul stepped up and said, I will help you. I will help you. Here's the thing, babe.
08:49Isn't that amazing? And that person didn't know it in that bar or wherever my dad was. They didn't know in that moment they were that man was gonna have a son reach millions of people.
08:59Be one of the most influential men in the world. They had no idea that one move, that one ripple changed millions of lives. Now I wanna talk to you about winning.
09:08How many of you wanna win? Yes? Yeah.
09:10Before we start, how many of you have an of your own business or an entrepreneur? Just wanna get a show of hands to see. Awesome.
09:15I'm gonna go right down that direction tonight. I want to remind you of something. You are one decision away from changing your life.
09:22And And you have to accept that. You're one new meeting, one new relationship, one new contact,
09:27one new action, one new decision away from shifting your life from where it is right now to a totally different place.
09:35So what's the decision? You already know. I could go backstage now.
09:38There's something you've been hesitating on. There's a contact you need to make, isn't there?
09:43There's a job you need to quit. There's a relationship you need to engage in. Maybe there's a relationship you need to leave.
09:49I don't know what it is, but I know there's a decision that you need to make to take you to the next level just like I know that's true for me. Because decisions shape our destiny when they're backed up by some massive ass action. Okay?
10:02But you can't take the action if you don't decide. Everyone say yes. People avoid being desperate.
10:07Think of the fact they come here tonight and they're down. They're not where they wanna be financially. The relationships aren't what they want.
10:12Maybe they're in a desperate place and you might think that's a negative thing. But when you're in a desperate place, you take the best actions. Desperation is a great place to be.
10:21Those of you that are achieving, one of the reasons the achievement is slowed down is you've allowed yourself to feel less desperate. When you were broke and starting your business or when you were brand new in your relationship and you were desperate to get her to love you or desperate to get him to love you, you took massive big action.
10:38How many of you are moms in the room? Raise your hand. You moms, if you woke up tomorrow morning and your baby wasn't in their bed,
10:45would you be desperate right away? Yes or no? Yes.
10:47Big time desperation. You wouldn't be thinking about what you need to do. You'd be acting, wouldn't you?
10:51You'd immediately make the decision. You take massive action. You'd search the house.
10:55You'd go into the street. Would you worry if your makeup was on right? How you looked?
10:59What people thought about you? You wouldn't, would you? Have to have the perfect plan to go find your baby that's missing.
11:04You wouldn't need any of that because you were desperate. So when you remove desperation, all this bullshit creeps into your life where you think you have to have the perfect plan and look the perfect way and have the perfect thoughts and be all zen and perfect. What you need is to be desperate.
11:19What you need is to get after it. And I want you to get desperate to make that decision. Why?
11:24Because our obsessions become our possessions. What you obsess about most regularly, you will eventually possess in your life. The challenge for most people, sisters and brothers, is that we obsess on the things we're fearful of.
11:36What we don't have. What we're worried about. And then we end up possessing those things over and over again rather than programming ourselves to become obsessed with what we want, what our dreams are, what we believe we deserve.
11:49When we become obsessed about those things, long term, we end up possessing those things. Can I get an amen for that? Yes?
11:55Yeah. Most of us don't replace the external parts of our lives because those things happen naturally without thought. The external results of our life in order to replace ourselves with the next best version requires intention,
12:09requires obsession, requires desperation. Everyone with me on that, say yes.
12:13So Yes. It's not unnatural to change. Your friends that think you're crazy to have started your business or come to a seminar or spend money you don't have, they're the crazy ones.
12:25It's unnatural to be the same person you are right now next year. For all of you in here, the 35 year old you should be gone next year forever, and there should be a brand new better 36 year old. You 20 year olds, there should be a better 21 year old next year.
12:40You should constantly be replacing yourself just like your bones do, just like your lungs do, just like your cells do. It's natural to be replacing ourselves, but we're around people who aren't so we think it's natural not to. So the way that I changed my life first is I worked on my identity.
12:56Your identity is the thoughts, concepts, and beliefs that you hold to be most true about yourself. Stay with me. Here's how it works.
13:03HOOKThis is how life works. I can teach you all of the mechanics of winning, but winning is about 75% psychology,
13:09HOOKabout 25% mechanics. And if you can't get the psychology part right, you can do all the actions perfectly,
13:17HOOKand you've proven this to yourself several times and still not produce the results you want. Here's why. Your identity is like a thermostat setting for your entire life.
13:25HOOKSo there's a thermostat in this room. It set the room to a temperature. Let's just say it's 75 degrees.
13:30HOOKGuess what sets the temperature for the entire room? The thermostat. It's how life works too.
13:36HOOKIt's not the external things that enter our lives that dictate what our life is like. In this room, if we open the door and hot air blew in here, 90 degrees of air blew in.
13:46HOOKRight? What would the thermostat do? It would regulate the room, turn the air conditioner on, and cool the room back to 75 degrees.
13:56HOOKYou have a thermostat setting for your relationships, for your faith, for your money, for your wellness, for your body, for your spirituality, for your business. And what's happened to you over and over again is you start to get your you're a 75 degree or let's say in business,
14:09HOOKyou start to get it going, don't you? It's going better than it's ever gone before. The results are incredible.
14:15HOOKAnd then all of a sudden nine ninety days later, you've cooled your life back down to 75 degrees again. You've had great relationships in your life, but you're 75 degree or inside. The relationship's beautiful.
14:26HOOKIt's wonderful. Everything's incredible. Ninety days later, you've cooled it back down to 75 degrees.
14:31In your body, you've you had a 75 degree identity physically, and you got in shape. You started eating good. You were working out.
14:37You're a ninety, ninety five degree body. Ninety days later, you cooled it back down to 75 again. This regulates everything in our life.
14:45So you can't get out over your skis. You can't exceed your identity long term. It'll never happen.
14:50This is why people's lives yo yo up and down because they always work on the external mechanics and not the internal identity of their lives. And this governs your happiness, your peace, your fitness, your money, all of it. I'm standing up here because I'm great
15:05at adjusting my thermostat setting. I believe in something called blissful dissatisfaction. There's a misnomer in the world that, man, for a lot of competitive people, drivers like, hey, if I enjoy myself right now, I'm gonna lose all my drive.
15:19I'm just gonna delay my happiness. Number one problem in the world today is people say, I'm gonna delay my happiness until a future time. Once I get that relationship, then I'll let myself be happy.
15:27Once I have the house, then I'll be happy. Once I have the car, then I'll be happy. Once I have the promotion, I'll be happy.
15:32Once I have a certain amount of money, then I'll be happy. The problem is you have to bring you to all those places. And people think if I lose if I let myself enjoy my life right now, I might lose my edge.
15:43The athletes I coach think that all the time. Nothing could be further from the truth. In fact, if you don't enjoy the victories as you go, your brain doesn't produce any dopamine,
15:51and you actually lose the desire to continue to perform. There's a direct correlation between celebrating your wins and wanting to do more of them. See, when I was broke, and I was broke longer than I've been rich, you know what I'd always do when I walk into a store?
16:03I'd never get what I wanted. I'd always check the price tag. What's it cost?
16:07What's it cost? What's it cost? What's it cost?
16:10And when you're always looking at what it costs, you never get what you want. And a lot of us do that in our lives. Every day, we're repeating ourselves, what's this costing me?
16:18The sacrifice I'm going I don't know if I could go through anymore. What's and you lose what you want.
16:25You gotta quit negotiating the price. Right now, make the decision that any price is worth it as long as it's legal, ethical, and moral for you to make your family proud of you, for you to make your dream happen. Stop negotiating the price.
16:37This negotiation you keep doing in your mind. Is this really where I'm supposed to be? Is this what I'm supposed to be doing?
16:42Steals all your energy. It steals your focus. But those of you that get laser focused, to become totally immersed in your dream, that know those babies of yours, your parents,
16:51guess what? They're worth the sacrifice. Probably when you were a little one, I got three minutes, guys.
16:56Probably when you were a little boy or a little girl, here's what I'll bet. There was somebody in your life at some point, I pray, that made you feel special. Maybe one.
17:04Maybe they've even passed away. Maybe it was a grandma or a grandpa or a parent who's got chills or a coach or somebody that just they made you feel special.
17:14Mine was my papa. I'm named after him. Edward the third.
17:17We'd ride in his van on Sundays to go get donuts, and I'd sit there and he just look at me and says, Eddie, you're the special one. And I look at him and say, I am papa. He goes, you're the you're my favorite grandson.
17:27He had 15 grandkids. He'd always tell me, you're my favorite. He probably told all of them, but he I get chills right now.
17:33He made me feel special. Can you remember that person in your life and how they made you feel when you're a little boy or a little girl?
17:39You just felt something with them, didn't you? You just man, I was born for a reason. I'm special.
17:44I'm supposed to be somebody. I'm supposed to make a difference in my life. Let me tell you something.
17:48Whoever that person was, if you were blessed to have them, listen. They were right about you.
17:54And maybe over the time of your life and your childhood and grade school when you get into the world and business doesn't work and a relationship and you forget. But I'm here to remind you tonight they were right. And what you're really after is that feeling.
18:05What you're really after is the way they made you feel is living up to it. Because at the end of our lives, I don't know whether or not you're going to live, but I know for sure you're going to die.
18:16And I don't know whether or not you're gonna live before you die. Most of us are not living because we're so worried about what everybody thinks about us or maybe what we don't feel about ourselves. Let me say something to you real clear.
18:26If you spend the rest of your life worrying about everybody thinks about you, someday you'll never have to worry about it again because when you die, nobody will remember you were here. Stop worrying about what these people think about you.
18:37Live your dream. Worry about the people you love. And by the way, I know some of the very people you're doing it for are the ones not supporting you.
18:43They're the ones telling you to quit. They're the ones giving you heck. Just do it anyway.
18:47I have this theory that someday when I die, and as a Christian, I believe I get to meet the Lord. I don't care if you believe it's energy. Allah, I don't care.
18:55But I have this belief that when I die, he'll say, well done, good and faithful servant. But here's what I think happens. I think he introduces me
19:02to the man I was born to be, the destiny version of me. I think you get introduced to that woman someday. This is who I made you to be.
19:09This is who you could have been, man. These are the experiences, the people you could have helped, the contribution, the moments, the memory, the magic,
19:17the way you could feel about yourself. Meet him. Meet her.
19:21This is who you were born to be. To me, heaven heaven, I don't know what it looks like. I don't know if it's energy or a place you go, but heaven to me is when I meet that man, we're identical twins.
19:32I did it all. And he goes, man, I've been watching you. And I go, brother, I've been chasing you all my life.
19:38He goes, you caught me. I watched you. I'm so proud of you.
19:40You did it all. Right? Hell
19:43would be meeting that person someday, and you're total strangers with them. I don't want you to have that happen at the end of your life where all these things you were capable of, all the possibilities, all the moments, all the travel, all the trips, all the help, all the contribution, none of it happens
19:59because you won't fight for your family. You won't get obsessed for what you want. You won't transfer energy to people.
20:05You won't stop negotiating the price. You won't program your reticular activating system. You won't work on your identity.
20:11All that's on the line is your dadgum life. That's all. Just your life.
20:16That's all we're talking about here. It's just you, your precious soul who's enough, who's got greatness in them, who can do whatever he or she ever dreamed of. If they'll just start believing it, if they'll start taking massive action,
20:28you were born to do something great with your life. You were born to do something magic in small ways, in big ways, in quiet ways. Maybe it's not gonna be millions of dollars.
20:37Maybe it should be one person you inspire with your story, what you overcome. One kind word, one message, one moment with one person can change the world, and I know you're capable of it.
20:49And whoever made you feel special, if there was nobody like that in your life, I apply for the position. If you're with me daily in my podcast, in my media, in my social media, I apply for the position to believe in you because I know how great you are. I know what you're capable of.
21:05I know this. Your dream's gonna be tattered all the time. Sometimes you just gotta hold it together with hope.
21:11Sometimes you gotta hold it together with little Velcro. Right? I don't know what you gotta hold it together with, but here's what I know about you last.
21:18Listen to me. You were born to do something special with your life. You're not invisible.
21:23You're loved. You're cared for. You're cherished.
21:25You're believed in. You came here with a purpose. I don't say that to inspire you.
21:29I try to give you some tools to help you. I've got hundreds of other tools I can help you with if you follow my stuff. I'm existing in the world for the next fifty years just to serve people, just to help you, just to hopefully contribute to your life, to be a tough guy and tell you to fight, but to be your biggest advocate and your biggest believer as well.
21:46HOOKIf you can't find a way to be happy in this moment, in this time, right now, I promise you when you arrive at wealth, you are going to bring you with you, and it will only magnify the things you don't like about yourself when you get a bunch of money. I learned that first hand.
22:01HOOKBut I think it's important that you not always just see the after, that you also see the before. Because as an entrepreneur, you're all entrepreneurs now. Right?
22:09HOOKYou're gonna have false start after false start. You're gonna get it going and then it's gonna go backwards. You're gonna make progress and it's gonna go backwards.
22:16HOOKYou're gonna think you have a deal and then you don't. You're gonna make money on three deals and then you won't. It's gonna get going and go backwards.
22:22HOOKIt happens as an entrepreneur over and over and over again. So I tell you, when I tell you that I have respect for you, that I admire what you're trying to do with your life,
22:31HOOKI mean that sincerely. I know what it's like to want to change your life's conditions. I know what it's like to want to win for your family.
22:38HOOKAnd, I know what it's like to not be totally sure you're gonna do it. So when I tell you I understand the journey and I admire and respect you, I may I may admire and respect you even at a level most people don't.
22:51HOOKI know what it's like to fail. And then once I started to turn it around, I wanted to win so bad, I was gonna fake it till I made it.
22:58HOOKI tell you that to start out today, it's a long way of telling you I relate to where you are to some extent. Some of you are too cool. You're like well I'm not like in that kind of a condition.
23:07Yes you are. You're broke. You're broke.
23:10And until you admit where you are and define where you are and quit playing it cool and try to fool everybody about where you are, you're gonna keep losing. Let me be real with you now that I've been funny with you. Now we're gonna get real.
23:22Stop bullshitting everybody. You're not fooling anybody. You talk to a real wealthy man, I know what you really got going on.
23:29And by the way, your uncle Larry, the lawyer making $350 a year, that ain't money. That's not money.
23:36If you're not at least at multiple 7 figures in this world, you are still broke. Trust me. My brother-in-law makes $280,000.
23:42He lives in Chino Hills. He can't even afford to buy a damn house right now where he lives because he can't save. Now if he had these strategies,
23:49he probably could do it. Right? But do not fool yourself that you got it going or you need to be in a big damn hurry.
23:57Time is running out on you. There's eighty six thousand four hundred seconds in a day. The separator between me and you and people that win and lose is what we do with those seconds.
24:07And you're too slow. You're too cool. You're too casual.
24:11You think too much. You need to get in a hurry. The separator in this room, you're all learning the same things.
24:17The separator is gonna be who takes massive action quickly. You all learn the same things. I know all you know.
24:25Lots of guys know what I know. Why aren't they wealthy? Why don't they have a $40,000,000 jet?
24:30Why don't they live oceanfront Laguna Beach? Why don't they have the most unbelievable homes in the world in Coeur D'Alene, Idaho? Why don't they retire their parents?
24:37Why don't when their daughter breaks their nose they go to an urgent care and some doofus snaps it back. I go to a $25,000 surgeon, write a check and don't think about it for my kids.
24:47And, I'm the guy driving the Chrysler LeBaron man. I'm the guy whose water was turned off. So listen to me, look at my hands.
24:54You need to stop playing around. I'm looking around this room, not all of you are 19 years old. Time's running out on you.
25:01You need to stop letting the damn world push your family around. You get pushed around all the time and just because you hang around other dudes like you who also get pushed around all the time, It's not normal and it's not okay and you need to change it. If you don't start getting after your dream it'll get old and dated and stale because you keep wrapping it in cellophane.
25:22You keep waiting till you know a little more. Till I know a little more. Till I know a little more.
25:26If I just knew a little more that's b s. You don't need to know a little more. You need to execute a little more.
25:33You need to get after it. You need to make some mistakes. Perfection is the lowest possible standard.
25:38Quit trying to be perfect. You don't need to know everything. The best people I know in business, they take action when they don't know everything.
25:45They learn what they can and they go execute. They make a mess. Being an entrepreneur is messy.
25:52You need to embrace the mess. Embrace the chaos. You're never gonna know everything you think you need to know.
25:58That's why me, my low IQ, and I'm not kidding when I say that, is to some extent an advantage. I don't think about all the stuff I don't need to know. The fact of the matter is is that when I was struggling I was constantly negotiating whether it was worth it.
26:11Is it worth it? I'm away from my family. Worth costing me money.
26:14I had to come to this seminar. Is it when you're negotiating the price you're paying all the time? Does that sound familiar to you?
26:20Yes or no? Or the people around you are negotiating the price you're paying all the time. When I was poor and broke, when I would walk into a store, we all relate to this, I didn't look at what I wanted,
26:31I looked at price tags and I flipped them over. What's cost? What's it cost?
26:33What's cost? What's cost? I can get that one.
26:35What's cost? When I looked at a menu, what's it cost? What's cost?
26:38I'll get that. People who come from scarcity and our poor thinkers are constantly negotiating price. Wealthy people, there's a thin veil.
26:47They negotiate worth. There's a difference between cost and worth. Is what I'm doing worth it?
26:52Is what I'm doing worth it? Not what's it costing me? In fact, the price you will pay for not winning is infinitely greater the rest of your life than the price you will ever pay to win.
27:03But you're negotiating it too often. For most people with enough failure, enough setbacks, enough adversity, you can buy them.
27:10They will relent. They will sell their dream. They'll sell their kids.
27:13They'll sell their future. This is the truth. You remember I said this to you because you're going face this moment.
27:18There's going be a point in time in your life where what you know is not enough. And if you're me, when I arrive at those points, I gotta find something higher than me to pull me through. That's me.
27:29How many of you would consider yourself I shouldn't ask you that. If you consider yourself a person of faith, you relate to what I'm talking about. You will eventually in your life arrive at a point where all your preparation, all your knowledge will not be enough and you're gonna have to rely on your faith and the decision you've made where you've negotiated
27:44the price in advance before it hits. Because for most people, enough of that, they'll relent.
27:51Yeah. It just wasn't for me. Yeah.
27:54It's just, you know, the industry, the market changed, interest rates went up. You know, we went into that market where just everybody was getting their butt handed to them.
28:03You know, I learned all this stuff. Just the timing was or, you know, you don't know about where I live. Where we live, this stuff doesn't work.
28:15And you sell your dream. And what you do when you do that is you sold your children's future. You sold your own future.
28:22You sold your legacy. You've relented and you've given in. I want you to think about that because when you go, no, it wasn't for me.
28:28No. No. No.
28:29That's the easy way out. No. I decided I'm not gonna pay that big a price for my grandkids' future.
28:34I've decided I don't wanna really retire my parents. I've decided I don't really wanna be somebody. I've decided I don't wanna accumulate enough money to fund that church.
28:43I've decided all this stuff I say about who I want to be and what I want and all that other stuff, I kind of want it contingent on it. It's not too hard and that's what most entrepreneurs do. In fact, in a year, of the 500 people here, there will be several 100 of you who have already sold your family down the river.
29:02And I say that to you so that you can begin to negotiate the price in advance. I love you. I want you to win.
29:07I want to see you prosper. I want to see magic happen for you and if you don't while you're at this meeting, all the notes, all the logistics, make a decision that no matter how big the price gets as long as it's legal, ethical, and moral, I'm going to pay it.
29:22I've negotiated advance. My will to win, my family's dreams, my future is not for sale. When I became an entrepreneur, I wanted to be somebody so bad.
29:30I wanted to be rich so bad. I wanted to look I thought, if I don't look successful, no one's gonna listen to me. Who's gonna listen to a young kid in business about how to save your money when I didn't have any?
29:40That was my own limiting belief. What's yours? You have this kind of convoluted limiting belief about why you can't do something right now that's this your own b s story you keep telling yourself.
29:52How about you just drop that story? How about you just decide it's a lie even if it is true? I'm not gonna just teach you not to tap into your pain.
30:01I'm gonna teach you how to do it. Okay? I'm not a I teach people how to change things technically.
30:07But I believe in this concept of living blissfully dissatisfied which means there's a way achievers have it backwards. They think, if I enjoy my success, I'm gonna lose all my drive. Right?
30:16And then other people that aren't successful yet haven't reached what they want or like, they delay their bliss until a destination in the future. Once I get this relationship, once I make that money, once I get that car, once I have that home, then I'll let myself feel bliss. And so I teach you that the concept is you can live blissfully and still be dissatisfied.
30:32Your pathway to changing how you feel about yourself, of getting to the next level is always giving, Always giving. Always giving. You know, I have this thing I kinda run my life through that kind of is my governor on my life of what I'm trying to give and what I'm trying to make a difference for people.
30:47And I just have this hallucination. I am a Christian, and so I believe that someday when I die, there's an accounting. I don't care if you I'm actually one of these very interesting people that I believe in the quantum field and energy because I know it exists and I believe my Lord and savior created it.
31:00That's you have whatever your belief is is wonderful. I don't preach. I just want you to know.
31:03I know there's an energy field. I know there's a God. And
31:07Lewis asked me on the show, what are three truths? And I said, first thing is there's a God. I just want you to know that.
31:12So you believe your beliefs. I respect them. I admire them.
31:15I have people from every belief center in the world on my program. But I just wanna say to you, this is my prism I live my life through. It governs my decision making, and I make mistakes all the time.
31:23One of the cool things about being a Christian is I'm saved by the grace of God because I know I'm gonna sin. That's one of the cool things about my particular faith. But but the point that I wanna make, because I sin all the time.
31:34I make mistakes all the time. I've already used profanity I think four times in this talk. So I know for sure I've missed some mistakes.
31:40But let me tell you how I govern my life. I believe at the end of my life there's an accounting. And I'm gonna sit in front of my Lord and I wanna say well done, good and faithful servant.
31:47But having said that, no matter what your beliefs are, I think that I actually get to meet somebody interesting. Maybe you don't believe in anything faith based, but I bet you believe there's a recording going on in your life.
31:57Someone's paying attention. Someone's gonna tell the story of your life. Maybe your great granddaughter will carry the legacy of your life and what you've done, but someone's paying attention to what you're doing here.
32:07You've always had that sense. You've always known your life mattered. You've always known since you were a little girl that there's something special you're supposed to be doing.
32:16That anxiety, that fear you have is maybe you're not doing it. Do you feel the energy in here, by the way? Because
32:23see the difference between maxing out 10 x in your life has a lot to do with energy. There's a winning energy. Right?
32:29People respond to what they feel more than what they hear. In fact, as I'm speaking right now, you already feel different the first three minutes of this, don't you? And the reason is you can feel that I mean what I'm saying.
32:42You can feel the transfer of energy. Let me ask you a question. What do you make people feel?
32:47And the more you become conscious of what you're making people feel, not what you say, not their opinion of you, but what they feel when they're around you, it's gonna make all the difference in the world of whether or not you're going to influence them to change their lives or participate with you in business, your company, etcetera.
33:04Do you hear me on that? Say yes. Yes.
33:06Because the day he slapped you on that ass, a race started. Listen to me.
33:11A race began. And it's a race that started that first day when you were born to the last day of your life and that race is to finally reach the ultimate version of you. You're chasing down the person you were born to be, that you were destined to be.
33:27And since that day started, the world, the people around you are trying to get you to conform to average. They're trying to get you off that track to finally meet your twin someday,
33:38the best possible version of you. Every single day has to be a pursuit to get better, to improve, to grow, to stretch because you are ultimately chasing the destiny version of you.
33:49Do you hear me on that? Say yes. Yes.
33:52So every decision you make in business, every call you have, whether you go to the gym or not, you need to put it through this paradigm, through this barometer. Does this decision, does this relationship
34:03I'm in, does this choice I'm making right now put me closer to becoming that man or woman or further away? Listen. You gotta get a little bit more intense
34:13about your life, about your business. You gotta stop being so dad gum casual. You gotta get in the game.
34:19If you're gonna play the game, let's play to win it. Let's play to max it out.
34:23Let's play to 10 exit. Right or wrong? Right?
34:26Yes. I want you shaking. I want you feeling it.
34:29I want your intensity level to go up. Not in this room, but when you leave this room, you're focused on more energy, more intensity, more focus.
34:38Because these people you see speaking here, they're not smarter than you. We're not better than you. I don't like when we get up here.
34:45I'm rich. I'm you know what? Who cares if I'm rich?
34:47I care whether you're rich. I want you to live richly. And I can tell you, I don't like it sometimes when we come to events like this because you always see the after.
34:58If this was a weight loss ad, we're all ripped up here. The power of the weight loss ad is you see the fat lady then she's the skinny lady. Right?
35:06You don't see the before. You're only seeing afters here. The before with me is an introverted,
35:11shy guy, insecure guy, low self esteem, afraid of public speaking. That's the before me, a broke me. And I'm not gonna get into the details of that, but I want that to give you hope
35:22because it's decisions we make to chase that best version of us every second, every day, that every day alters the direction of the course of our lives. We've all made decisions that we regret. That decision took me off course.
35:36That decision put me further away of being the best life I could have, the best version of me. When you were a little girl or a little boy, there was somebody who knew you were special. It was your grandma, your uncle, a coach, a teacher.
35:47There's been one person in your life, hasn't there? They're the one who knew you were special. There's always one.
35:52If you're blessed in life, you may have two or three of those people. Just picture their face for a second. Who was that person that when you were a little girl or a little boy, they just looked at you a little different?
36:01They just knew you were special. They knew you were great. They knew you could do something great with your life.
36:06See, I think the key to being great in business is being that person in other people's lives. I don't believe in faking it till you make it. And you can listen to all my podcasts and know how broke I went.
36:16But I'm a prove to you how crazy entrepreneurs because you know what entrepreneurism is. Right? It's the greatest self discovery process in the history of mankind,
36:23isn't it? You learn more about yourself, what you don't know, your resiliency, how tough you are, what your weaknesses are by being an entrepreneur. It's probably the greatest self discovery program in the history of the world.
36:32It's also this. It's the greatest self improvement program with the highest compensation package possibly attached to it too. That's what entrepreneur
36:39was a self improvement program with massive compensation package attached to it. And that's why too many of you are too focused on growing your company and not focused enough on growing you because your company will never ever exceed your identity or your vision for it. You gotta grow you because what will happen when it starts to grow, you'll start making unconscious mistakes to shrink it, making bad calls, getting weak, getting lazy, making mistakes.
37:02You're all nodding because you've all done it because at some point, your business got ahead of you. Far too many of you in your life are obsessed with what think about what you're doing instead of the lead characters.
37:17You're obsessed with what other people think about you. The thing that's gonna kill your dream is your addiction to other people's approval. And cab driver number two, he ain't gonna approve of what you're doing.
37:26At the end of your damn life, he's not gonna show up in any of the important chapters. Yet you give him all this power all the time. Stop giving people power who aren't in your book.
37:36Do do your life for the leading character. You, your spouse, your children, your parents, your legacy. They're the lead characters in the story of you, of your life, and the more you focus on them.
37:47And I know that many of them are the very ones giving you a hard time. They're the very ones telling you you can't make it. You should quit.
37:54You should give it. Let me tell you, somebody who experienced that, who's now written a pretty damn good book, they are thrilled with the book. And they knew you were gonna write it all the time someday.
38:05But you get focused on the lead character. Here's the good news. A leading character can decide to live a new script at any point she wants.
38:13She walked in here one character, and she says, you know what? I am the lead character. This is some stupid script my parents gave me or a script my boss gave me or a script someone else gave me or my husband gave me.
38:24You know what? Screw that. I'm the new leading character.
38:26This woman's more beautiful, more confident, more influential, more resilient, more evangelical.
38:32This woman's just a little stronger. And you leave here in the break, you just feel different. You decide I'm a new character.
38:38I'm a new leading character in the book of my life. Because the more you decide to take control of the narrative, of the script of your life, and you live your dream, the more likely at the end of your life, you're gonna meet that dude.
38:50You're gonna meet that woman. See, at the end of my life, because I am a person of faith, the Lord's gonna go, hey. Well, hopefully, goes, well done, good and faithful servant.
38:57And I have this other little hallucination. He said, hey. By the way, this guy over here,
39:01this is the man you could have been. This is the person you were born to be. All those choices you made, if you made them all, you got the right place, this is who you could have become.
39:09This would have been your dreams. This is where you would have gone, what you would have seen, who you would have helped, what you would have changed. This would have been your book.
39:15Meet him. My dream in my life is that when I meet that person, we're not total strangers. You don't wanna get to the end of your life and that character is a total stranger to you.
39:26I don't care if you have faith or not. You know damn well there's gonna be a funeral for you someday And at the at that funeral, there's gonna be a sense in the spirit of what you could have become. The woman, the man you could have become.
39:36And every day, those decisions you're making to max out your life are chasing that person. See, you know what I want at the end of my life when I meet him? Watch how I pull this together.
39:47I wanna be identical twins.
39:51I wanna be identical twins. I want you to be identical twins. Ted and Ed are gonna meet each other someday, and I'm gonna say, hey, man.
39:59Good to see you. I've been riding with you for quite a while. Been chasing you, man.
40:02He's gonna go, I've been watching you. You're exactly like me, man. We're .
40:07You maxed out your damn life. Congratulations. I want you to have a happy life.
40:12I came here today because I want you to believe and know that you can be happier, that you can win, that you can have intentions to do something great with your life and it's okay to want that. I'm a big believer in you, man.
40:23I know that you have the DNA of the king of kings running through you, brother. I know you could do something great with your life, sister. I know you can.
40:29And there was some point in your life when you were a little boy or a little girl that you thought you were special. You knew you weren't average and ordinary. Maybe you forgot,
40:38but there was a moment, I promise you, there was probably one person too in your life. I hope there was anyway. If they're not, I apply for the position.
40:47I'll help you through my podcast, my YouTube, my social media. It would be an honor to contribute a little drop in the ocean of your life to helping you win, man. I'd love to do that.
40:56I'll do it for free. I'm here to just support you and help you because I know what it's like to get on the other side. I know what it's like not to feel good about myself.
41:04I know what it's like to be insecure and shy and introverted and down. And I know what it's like to turn that around and kinda every once in a while, not always, I look in that mirror. Once in while, like proud of you man.
41:15I'm proud of you. It's the greatest feeling in the world. I want you to feel that feeling.
41:19When you were a little boy or a little girl, there might have been somebody, a coach, your grandpa, your grandma, an uncle, your mom, your dad, they made you feel special. How many of you have one person, hopefully a teacher, somebody, your grandpa, your grandma that had that feeling? Yeah, vast majority of you do.
41:34Let me give you a secret. They were right. They were right.
41:38For me, was my papa. My dad's dad, big papa. I'd sit in the wheel in the seat in his seat in his lap.
41:44We'd drive around in his van on Sundays. We would get donuts before church and he whispered to me. He goes, I was named after him.
41:49Eddie the third. He's like, Eddie, you're gonna do something great. You're gonna be a champion someday.
41:53You know I got 13 grandkids, but you're my favorite. And every time one of them was born, he'd call me and goes, you know, you're still my favorite. I am papa.
42:01Thank you. And he made me feel something. I've always wanted to feel that way again.
42:05All my life I've been chasing that. Let me tell you something. I have this hallucination.
42:10You can change the chapters in the book of your life if you want to. There's a book being written about you even if you don't have faith. Would you agree someone's probably paying attention to that you're here?
42:20Yes or no? Yes? Yes.
42:21You can decide, you and God or you and whatever you believe, you're the author. You can turn the page just like Max did on that golf course. I'm no longer that guy.
42:31I'm gonna walk different, talk different, think different. It might be a year two three before you make your putt. It might be year two three four before you get your big win, but you could decide now, I'm gonna walk, talk, and be a different person.
42:43You decide that. You're the lead character in the story of your life. But too many of you let the what I call the extras of life dictate where you're going.
42:53You know the extras, you watch a movie at the end, they get the lead characters, then at the end it's like cab driver number two, bouncer number three. You don't even know their damn names. But in your life, you let those people dictate what you do.
43:03You're afraid to knock the door. You're afraid to go for it because cab driver number two in your life might reject you. How about you start playing the game for the main characters?
43:12Your mom, your dad, your children, you. That's who you play the game for. Y'all hear me?
43:18At some point, you gotta stop negotiating the price and decide your will to win is not for sale. Here's the truth.
43:26Most people's dreams can be bought with enough failure, with enough rejection, they will sell their children's dreams.
43:34They can't still fight. They'll take they can get a little bit but when it gets a little too hot, they go boom. Sold.
43:40Buy the dream. You can have it. It's not worth it to me.
43:43And their will to win is viable. You can buy it with a little success or a whole bunch of failure. Most people will sell their will to win.
43:50Some of you have sold it because you're making a little bit of money. You don't work like you did when you were making nothing. You're not after it like when you were broke.
43:56Now, you got your $50,100, $203,104 100 measly dollars a year, million bucks a year. Not to be rude but that would not pay my jet fuel.
44:05And you think you're making a lot of money compared to what? But you sold your win for a little couple success. Some of you will sell your win for some failure.
44:13You're probably buyable. But if you decide at this meeting, my will cannot be bought. I don't care how long it takes, you can't buy this dude out.
44:22I'll keep fighting for my family. I'm the one. I'm gonna change my family tree forever.
44:28That's the decision. Decide now. You're gonna keep negotiating the price or can you not be bought?
44:33Let me tell you something man. I have this hallucination that when I die, I'm a Christian, even though you didn't know it from my language today, for God forgive me.
44:40I'm a sinner saved by God's grace. Okay? But
44:44let me say something to you. I think when I die, when I meet him he's gonna go well done good and faithful servant but I got this other feeling. I think he introduces us to who we were capable of being.
44:54Who he made you in his image and likeness. The woman or man you were capable. I think he introduces me.
44:59Hey Ed, I want you to meet this guy right here. This is the man I made you to be. These are the places you could have gone.
45:06The experiences you could have had. The people you could have held. The moments.
45:09The memories. The way you feel about you. What you could have had.
45:13That's the guy right there. And when I meet that dude, I wanna go, man, I've been chasing your ass all my life. All
45:20my life. And what I want is him to go, bro, I've been watching you. I'm proud of you, man.
45:25You caught me. You did it. You got off track a bunch of times, but you kept getting back on track.
45:30Every decision I made was to catch that guy. I don't wanna get out of this life when I'm an old man and I'm done here and not have maxed out my life. I'm chasing that dude.
45:40And to me, heaven would be you catch him. Hell will be you meet that man you were capable of being and you're total strangers.
45:49You wanna live with that the rest of eternity forever? You didn't become the dude.
45:54CTAYou didn't have the happiness, the peace, the joy, the sights, the moments, the memories, the contribution, the family pride that you could have had. You need to decide, do want to live forever in heaven or hell?
46:06CTAAnd you get to control that. You get to make those decisions if you'll do all the things that we talked about today. You can change your life.
46:12CTAYou're in a great industry with great people. This is a great time to be in this economy and if this Velcro together Mercedes driving dude can do it,
46:24CTAso can you. So can you. The question is whether or not you'll have the courage to step up and fight for your family and do something great.
46:33CTAAnd if you're willing to fight, follow me on social and I'll help you with the fight. It would be my honor to stand with you man and your family and just help out a little bit. If I can give you some strength, some inspiration, some tactics, some stuff on the brain, some strategies,
46:47CTAI'm here to help you dude because we need you to do something great with your life. You were born to do something special with your life. You're not average.
— full transcript
§ 05 · For Joe
The thermostat always wins.
WHAT TO LEARN
Every result you achieve is secretly governed by an internal identity setting — and until you raise that setting, external wins will keep decaying back to baseline.
- Your most valuable skills are often built inside the experiences you least wanted — the pain you survived is not baggage but source code.
- Winning is 75% psychology and 25% mechanics: all the right actions run through a mismatched identity produce nothing that holds.
- Identity functions like a thermostat: results above your set point get regulated back down within 90 days, which is why most people yo-yo rather than compound.
- Desperation is a high-performance state, not a liability — the people who have slowed down are the ones who have allowed themselves to feel less desperate.
- Obsession determines outcome: because you are always obsessing about something, the question is only whether you are obsessing about what you want or what you fear.
- Celebrating wins is not a luxury — it is neurologically required; without it, the brain stops producing the dopamine that sustains the drive to perform.
- Pre-negotiate the price of your goal before adversity arrives, not during it — most people abandon their dreams mid-pain because they are still deciding whether the price is worth it.
- Perfection is the lowest possible standard because it guarantees you never execute; the best performers act without complete information, make a mess, and iterate.
- The difference between cost-thinkers and worth-thinkers is the question they ask when evaluating a sacrifice — one asks what it costs, the other asks whether it is worth it.
- The people whose judgment paralyzes you do not appear in the important chapters of your life; stop casting them as lead characters.
