WEBVTT 00:00:00.000 --> 00:00:07.200 What's different right now than maybe a decade ago, five years ago, even a year ago? What is reinventing 00:00:07.200 --> 00:00:10.720 what greatness looks like? Because here's what I know. Sometimes, 00:00:11.040 --> 00:00:28.005 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. 00:00:28.405 --> 00:00:40.250 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 00:00:40.410 --> 00:00:41.610 is timeless, 00:00:41.770 --> 00:00:44.170 but the delivery must be modern. 00:00:46.615 --> 00:00:59.575 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 00:00:59.735 --> 00:01:06.110 shifted in the last year and a half? Attention spans are shorter than ever. People expect simplicity, 00:01:06.190 --> 00:01:22.595 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, 00:01:22.835 --> 00:01:35.080 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. 00:01:35.320 --> 00:01:37.960 Or if they say, hey, it's $2,000, 00:01:37.960 --> 00:01:41.080 but I can do it in thirty days. People are gonna choose 00:01:41.080 --> 00:01:44.200 how do I get the result I desire and how do I get it even faster. 00:01:49.295 --> 00:01:56.895 Here's some data. Attention spans. Average dropped from twelve seconds into the year 2000 to eight seconds in the year 2020. 00:01:56.895 --> 00:02:03.800 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, 00:02:04.200 --> 00:02:10.200 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. 00:02:10.840 --> 00:02:12.360 You know, it's so awesome 00:02:12.600 --> 00:02:24.095 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? 00:02:24.575 --> 00:02:25.375 Convenience. 00:02:25.375 --> 00:02:26.015 83 00:02:26.255 --> 00:02:27.615 of consumers say 00:02:27.775 --> 00:02:31.840 convenience matters more now than five years ago. Experience. 00:02:31.840 --> 00:02:32.640 89% 00:02:32.640 --> 00:02:35.360 of businesses now compete primarily 00:02:35.360 --> 00:02:37.200 on customer experience, 00:02:37.680 --> 00:02:54.905 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 00:02:55.145 --> 00:02:56.185 to be thinking, 00:02:56.665 --> 00:03:11.830 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? 00:03:11.830 --> 00:03:15.925 Don't go. They're rude. How was the steak? Oh, it was great. But don't go. 00:03:16.325 --> 00:03:23.765 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. 00:03:24.340 --> 00:03:34.740 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? 00:03:38.165 --> 00:03:42.405 McKinsey reports consumers increasingly prioritize immediacy 00:03:42.405 --> 00:03:43.685 and frictionless 00:03:43.685 --> 00:03:44.485 access. 00:03:44.485 --> 00:03:49.685 They wanna click, move forward, and not have to deal with anything. So speed of decisions is important. 00:03:53.050 --> 00:03:54.730 Shorter formats win. 00:03:54.970 --> 00:03:59.210 Micro wins outperform long form immersion in retention and participation. 00:03:59.210 --> 00:04:26.670 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. 00:04:27.150 --> 00:04:41.895 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 00:04:41.970 --> 00:04:43.810 friction reduces conversions 00:04:43.890 --> 00:04:45.010 and satisfaction. 00:04:45.250 --> 00:04:53.890 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. 00:04:53.970 --> 00:05:00.705 But as you do your experience on it, look for some areas and go, oh, I make people fill this out and then email 00:05:00.705 --> 00:05:15.120 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. 00:05:15.440 --> 00:05:25.195 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. 00:05:25.355 --> 00:05:28.395 I see other people on the screen right next to me just as crazy as me. 00:05:29.035 --> 00:05:33.515 Uh, the last one, technology and humanity. AI and automation 00:05:33.595 --> 00:05:36.140 must amplify the emotional 00:05:36.140 --> 00:05:41.020 human connection, not replace it. We want AI not to be your voice, 00:05:41.180 --> 00:05:59.705 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. 00:06:02.560 --> 00:06:05.920 The world is heading towards rewarding simplicity, 00:06:05.920 --> 00:06:06.880 authenticity, 00:06:06.880 --> 00:06:07.680 and speed. 00:06:07.840 --> 00:06:12.080 If we align our products or our services with modern expectations, 00:06:12.080 --> 00:06:22.315 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. 00:06:25.035 --> 00:06:25.915 Immersion 00:06:25.915 --> 00:06:27.035 to integration. 00:06:27.275 --> 00:06:29.275 People are craving transformation, 00:06:29.355 --> 00:06:46.190 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 00:06:46.535 --> 00:06:48.055 into convenience. 00:06:48.215 --> 00:06:49.175 Friction 00:06:49.415 --> 00:06:52.935 erodes trust and retention, and friction has a new identity. 00:06:53.495 --> 00:06:54.455 What 00:06:54.535 --> 00:06:55.815 wasn't friction 00:06:55.895 --> 00:07:15.035 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 00:07:15.035 --> 00:07:16.715 of 1997 00:07:16.715 --> 00:07:22.155 or '98 when I started, they had to watch a half hour show. They had to pick up the phone, 00:07:22.475 --> 00:07:43.570 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 00:07:44.135 --> 00:07:50.695 what wasn't friction eighteen months ago might be friction now. It's gotta feel like that. One click simple. 00:07:50.935 --> 00:07:52.935 Okay. Next one. Motivation 00:07:53.415 --> 00:08:00.660 evolve into momentum. We can design digital accountability and continuous support into every experience. Momentum 00:08:00.820 --> 00:08:13.460 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 00:08:13.665 --> 00:08:17.105 at our fingertips to keep people engaged. Breakthroughs, 00:08:17.105 --> 00:08:24.545 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 00:08:24.785 --> 00:08:47.485 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. 00:08:47.885 --> 00:08:52.605 Satisfaction must live beyond the marketing, beyond the sale, beyond the advertising, 00:08:52.605 --> 00:08:57.020 and we can use AI to create continuous sticky ecosystem and growth. 00:08:58.220 --> 00:09:02.620 Think about the companies that you like doing business with. Does it feel like a transaction 00:09:02.620 --> 00:09:05.580 or a relationship? You don't refund relationships, 00:09:05.900 --> 00:09:34.610 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. 00:09:35.010 --> 00:09:38.825 That little bit one was transaction, one's a relationship. 00:09:38.905 --> 00:09:42.025 You don't sue a relationship. You sue a transaction. 00:09:47.865 --> 00:09:51.850 The new philosophy is technology should amplify humanity, 00:09:51.850 --> 00:10:00.890 not replace it. Fuse timeless truths, human passion, and innovation with modern simplicity and digital power. From greatness to immortality, 00:10:00.890 --> 00:10:03.130 this isn't just a chapter in a long book of life. 00:10:04.355 --> 00:10:16.035 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, 00:10:16.195 --> 00:10:25.560 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, 00:10:25.800 --> 00:10:28.520 and we could take technology to amplify 00:10:28.520 --> 00:10:34.375 all those things in a better way. I just think it's a great moment because it's the opportunity for us to evolve. 00:10:42.215 --> 00:10:46.880 We worry about everything that's ever happened. You know, they freaked out when electricity 00:10:46.880 --> 00:10:59.120 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. 00:11:00.005 --> 00:11:02.805 AI could go in bad directions. That's true. 00:11:04.405 --> 00:11:06.325 But do we have any control of that? 00:11:07.285 --> 00:11:13.365 Like, is there anything we can do to control that? So the way my brain works is I am just gonna hope 00:11:13.765 --> 00:11:35.165 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, 00:11:35.325 --> 00:11:36.445 human innovation, 00:11:36.845 --> 00:11:54.150 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. 00:11:54.630 --> 00:11:56.470 I'm not unrealistically optimistic, 00:11:56.655 --> 00:12:21.670 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, 00:12:22.070 --> 00:12:28.595 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.