What's different right now than maybe a decade ago, five years ago, even a year ago? What is reinventing
what greatness looks like? Because here's what I know. Sometimes,
what got us here won't take us there. The mission that we have have to impact others, to serve others, to be in the knowledge industry, to be in the creator economy, to create courses, workshops, masterminds, to to share your soul, to do a podcast, to write a book someday, that is timeless.
No matter how good AI gets, people are gonna still wanna learn from a human and someone's human experience. And I think, in fact, people are gonna crave human experience even more as AI gets even smarter. So our mission
is timeless,
but the delivery must be modern.
The world is evolving so fast. It's faster than our operating model in some cases, and that's okay. That's okay because we have the opportunity to adopt. So I I went down the path of human behavior. How has human behavior
shifted in the last year and a half? Attention spans are shorter than ever. People expect simplicity,
speed, and instant access. And AI has redefined how people learn, buy, and transform, and that's only gonna shift more. So the shifts are actually affecting the marketplace, and here's why. Because people don't judge value by the amount of time or how much they get. Rather,
how fast can I get the result I desire? The value is actually more if you can get them a result in a shorter period of time. If you're in pain and someone says, hey, thousand bucks, I can get you out of that pain in six months.
Or if they say, hey, it's $2,000,
but I can do it in thirty days. People are gonna choose
how do I get the result I desire and how do I get it even faster.
Here's some data. Attention spans. Average dropped from twelve seconds into the year 2000 to eight seconds in the year 2020.
Currently, these are five seconds long. When I always talk hook, story, close, the hook is so important. In five seconds, you wanna say something where they go,
I can't leave. So we need to catch that attention span. For example, if you got something great to say and you're like, hey, everybody.
You know, it's so awesome
to have you here with me. They might be gone already. It's it's sad, but true. It's like you might wanna start with the hook and then get to who you are and why you like them and why you can help them. Right?
Convenience.
83
of consumers say
convenience matters more now than five years ago. Experience.
89%
of businesses now compete primarily
on customer experience,
not price and product. People will stay with you. They will buy from you. They will refer. They'll go up your value ladder based on the experience they have with you, not just the price, not just the product. People think of, like, what should I do with the price and how many things should I give them? We have to adjust our brain
to be thinking,
how are they gonna feel throughout the entire process? If you go to a restaurant and get the best steak of your life, but the waiter treats you like crap, is it a good restaurant? You can have the best food, but if the experience sucks, somebody's gonna say, hey. How was that new steakhouse?
Don't go. They're rude. How was the steak? Oh, it was great. But don't go.
I have no doubt you're gonna create the greatest product in the world. It's based on your experience. How can it not be amazing? And there's people that need your experience.
They need you to condense decades or or or years into days, but they gotta feel good along the way. So maybe do an experience audit of everything you share with people. How's that sound?
McKinsey reports consumers increasingly prioritize immediacy
and frictionless
access.
They wanna click, move forward, and not have to deal with anything. So speed of decisions is important.
Shorter formats win.
Micro wins outperform long form immersion in retention and participation.
People used to say to me, what works better? A long video or a short video? You know which one works better? A powerful video. Who in here has ever watched a 20 video when you didn't think you would because it kept you engaged and intrigued the whole time? And who in here has been bored to tears in four minutes in someone else's video? Right? It's not just about going short. It's about making every word count. Think through the lens of Mark Twain. If I had more time, I would have written you a shorter letter.
But find ways to make micro wins because people are a little ADD. We are in a five second time frame. That's the kind of evolution we're we're we're going towards. The second one was ease drives engagement. Every layer
friction reduces conversions
and satisfaction.
Amazon has ruined all of us. You have a thought about something, you just go on your phone, boom, it's at your door in twenty four hours. You're never gonna be that frictionless.
But as you do your experience on it, look for some areas and go, oh, I make people fill this out and then email
and then wait for it, and then I don't get back to them till now. Hey, what if I could just make it so when they put it in, it immediately goes to them? The third one, community or connection sustains growth. Peer to peer authenticity builds loyalty more than one way teaching.
The more you can build a community, first off, you don't feel so crazy. It's like, have this dream to do x. Everybody in my family thinks I'm nuts, but when I show up at the inner circle, I don't feel nuts anymore.
I see other people on the screen right next to me just as crazy as me.
Uh, the last one, technology and humanity. AI and automation
must amplify the emotional
human connection, not replace it. We want AI not to be your voice,
but to do so much that that allows you more time for you to lean into your voice. I think this is a sweet spot that we really gotta look into is not thinking AI is gonna do it for me. AI can do a lot for me so I can be over here being a better version of me. I could be more human, more connected, more sincere, impact more lives.
The world is heading towards rewarding simplicity,
authenticity,
and speed.
If we align our products or our services with modern expectations,
I want it faster, I want it quicker, I want it easier. If we could just take what we do and make it a little bit simpler each month, each quarter, each year, then we get to stay ahead.
Immersion
to integration.
People are craving transformation,
products, and services that fit into their lives, not the other way around. Just look and say, hey. Am I fitting into their world, or am I asking them to do all this to fit into my world? Everything needs to feel more personalized now. So immersion to more integration. Shift number two, complexity
into convenience.
Friction
erodes trust and retention, and friction has a new identity.
What
wasn't friction
three years ago is considered friction now. I think about it sometimes, people say, how'd you get so good at online marketing? I always tell people because I'm old. And when I started, I had to launch in an infomercial. I had to learn how to market to everybody because I was just hoping people would walk by a TV and stop and wanna listen to me. But if you think about an infomercial
of 1997
or '98 when I started, they had to watch a half hour show. They had to pick up the phone,
dial, and sometimes it was busy. And then they waited on hold, and then they got a live operator that would talk to them. They couldn't just double click. They'll pick up their credit card and give their mailing address. It was an average eighteen minute call to buy my $19 book. Would anybody wait eighteen minutes in today's world to buy a $19 book? So we have to realize
what wasn't friction eighteen months ago might be friction now. It's gotta feel like that. One click simple.
Okay. Next one. Motivation
evolve into momentum. We can design digital accountability and continuous support into every experience. Momentum
is the new metric of success. We have the ability now to use g g, to use AI, to use auto responders, that where you can digitally keep accountability. And we have the ability to use all this knowledge
at our fingertips to keep people engaged. Breakthroughs,
they can be easy, but follow through is hard. How we keep people engaged is the difference of a one time company or a star a flywheel
company that continues to grow. Because when you have follow through, when you follow-up and go, hey, Crystal, I I I see you haven't logged in here, or Crystal, did you do this thing? Crystal, do you need any help here? Those things will let you know I'm here. Whatever we can do to support you, let's kick ass together. Right? Where can you do that? Right? Where can you do that? Number five, client journey, just an ecosystem.
Satisfaction must live beyond the marketing, beyond the sale, beyond the advertising,
and we can use AI to create continuous sticky ecosystem and growth.
Think about the companies that you like doing business with. Does it feel like a transaction
or a relationship? You don't refund relationships,
but you refund transactions, don't you? Did you read the book that talks about doctors who get sued and those that don't? Did you ever see that? You know what the number one metric was with doctors that got sued and doctors that didn't? The doctors that got sued more spent less than their clients, and the ones who got sued the least spent more than fourteen minutes a client. That little ratio. In, out, what do you got? You're sick? You got it? You do it. The other doctor, hey, how's your son doing? Did he get in that did he get in school? Did he wanna do? Oh, it's cool. He graduated? Cool. You got any pictures? Great.
That little bit one was transaction, one's a relationship.
You don't sue a relationship. You sue a transaction.
The new philosophy is technology should amplify humanity,
not replace it. Fuse timeless truths, human passion, and innovation with modern simplicity and digital power. From greatness to immortality,
this isn't just a chapter in a long book of life.
This is truly a defining moment. All the principles I just shared with you are timeless. Some of them have been exaggerated because of technology. People just want a relationship, not a transaction. They wanna have an experience,
not just a process. They wanna buy into a person, not just a product. That's always been the same. But the cool part is this is a defining moment where our mission is designed,
and we could take technology to amplify
all those things in a better way. I just think it's a great moment because it's the opportunity for us to evolve.
We worry about everything that's ever happened. You know, they freaked out when electricity
first became mass adoption. You know, about 20% of companies decided not to get electricity because they thought it was either evil or it was too much work. All these things are everything new has this thing.
AI could go in bad directions. That's true.
But do we have any control of that?
Like, is there anything we can do to control that? So the way my brain works is I am just gonna hope
that there are humans who are out there smarter than me, that have the connections to me, that actually put guardrails and protect us. And throughout time, we've been able to do that with every new invention. If you guys are old enough to remember when the Internet first came out, like, thought the end of the world. This one, it's gonna be exponentially smarter than us. Another new thing to figure out, but I just think human ingenuity,
human innovation,
good people are gonna make sure it's okay. So if that's the case and I can't do anything about it, then I have to find a way to use it to impact more lives, to go faster, to help my family, to help you all. If I put half my energy in, what if it goes here, and what if this goes wrong, then I don't have enough energy to impact you, impact my family, and take it to the next level.
I'm not unrealistically optimistic,
but history has shown that we get through all of it. And I don't wanna be the person that says, hey, I decided not to get electricity because I don't even know where that's coming from. Right? Could you imagine talking to somebody today and saying, man, you know, I I started a new business, but I'm not gonna do that Internet thing. That's just weird being in contact. If you need me, just mail it to me. Put a stamp on it. You wouldn't do business with them. Right? And where we're going,
it's the same thing with these new shifts. And I really wanna tell you, you're not late. You're not late. We're figuring it out.