§ 01 · The Hook
The bait, then the rug-pull.
The host opens by promising to name the invisible. Not the economy, not your niche, not your following size, not even your work ethic -- something running in the background like software you didn't know you installed. Forty-five minutes later, after a personal story of food stamps and a $500-a-month income floor, three frameworks have been named, diagnosed, and handed back as decisions the viewer can make right now.
Where the time goes.
00:00 – 00:35
01 · Hook and promise
Three invisible reasons none of which are what you think. The software metaphor established. Wealth becomes inevitable once you fix them.
00:35 – 06:00
02 · Personal origin story
Rock star dream failed. Moved to Florida with pregnant wife. Lost two jobs in 10 months. Applied for food stamps. Made under $500/month. The shame of it. Low bar: just didn't want to hate his job.
06:00 – 09:00
03 · The crack in the ceiling
Pressure forced a search for something new. Discovered Pat Flynn posting $112k monthly income reports. Brain cracked open. Realized wealth was a knowledge gap, not a category difference.
09:00 – 28:00
04 · Reason 1: Broke Mindset
Thermostat metaphor. Mindset is identity. Three broke beliefs: money is evil, making money is hard, wealth is for other people. Decision (de + cide) as the mechanism. First sale at $47 in 2010 shifted his belief. Became a millionaire at 35.
28:00 – 38:00
05 · Reason 2: Broke Models
Low-ticket courses, chasing followers, and trend-hopping are broken models. GPS analogy: people choose the slowest route. Tanya story: a $25k offer priced at $10k because she thought she had to earn her way up. There are no offer police.
38:00 – 44:30
06 · Reason 3: Broke Metrics
Mirror vs blood work analogy. Followers, views, likes are vanity. Iko: 500 subscribers, $30k/month. Real metrics: revenue per client, LTV, profit margin, MRR. Broke metrics destroy hope. Hope deferred makes the heart sick.
44:30 – 45:41
07 · Close
All three hit him simultaneously at 26. Software can be uninstalled. None of it is permanent. Decide today and watch what changes.
Visual structure at a glance.
Named ideas worth stealing.
12:00
model
The Thermostat
Your subconscious wealth identity functions like a thermostat set-point. No matter how much money enters your life, you will self-correct back to whatever level your identity is programmed to hold.
Steal for any offer or course about money mindset, or a content hook about why lottery winners go broke
26:00
concept
The Decision (de + cide)
A decision is not a preference -- it is a cutting off of alternatives. New beliefs are not earned through experience; they are installed by deciding. The moment you decide, the new identity begins.
Steal for any coaching content about belief change or goal-setting
32:00
model
GPS Route Selection
When given multiple routes to the same destination, most people pick the fastest in real life but inexplicably pick the slowest in business -- stair-stepping prices, building before selling, waiting to be ready.
Steal for pricing conversations, offer sequencing, and readiness objection handling
38:20
model
Mirror vs Blood Work
Vanity metrics (followers, views) are the mirror -- they look fine but tell you nothing about internal health. Revenue per client, LTV, and profit margin are the blood work that reveal what's actually happening.
Steal for any content challenging creator obsession with follower counts
41:00
concept
Client Magnets
Content engineered specifically to attract and convert ideal clients, as distinct from content engineered for viral reach. The host's core content strategy framework.
Steal for content strategy positioning for coaches or consultants
Lines you could clip.
00:11
"What's actually keeping you broke is invisible. It's running in the background like software you didn't know you installed."
12:00
"Give a broke person more money, they still are a broke person. It doesn't make them wealthy."
31:40
"There are no offer police that are gonna bang down your door and say you can't just jump to $25,000. Who do you think you are?"
39:40
"Broke metrics feel like you're winning, but you're not."
42:50
"Hope deferred makes the heart sick. The way to win in business is to stay in the game long enough to win."
Things they pointed at.
00:57bookRebel
11:55bookThe Big Leap
25:55bookA Changed Mind
26:50bookPsychocybernetics
35:00product10K Offer Challenge
43:40productEffortless Business
How they asked for the click.
44:40
next-video
"If you're on YouTube, leave a comment. Let me know what part resonated with you the most, and I will see you on another episode real soon."
Soft close with no explicit product sell in the final beat -- the 10K Offer Challenge and Effortless Business book were mentioned mid-video as contextual recommendations.
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor analogy story
00:00HOOKThere are three reasons most entrepreneurs stay broke their entire career, and none of them are what you probably think. It's not the economy.
00:13HOOKIn fact, some of the hardest working people that I know are also the most broke. What's actually keeping you broke is invisible. It's .
00:24HOOKAnd the good news is that you can delete it. And today I'm going to show you exactly what it is and how to fix it because once you do, wealth isn't a goal anymore. It's inevitable.
00:36Now you may not know this but my dream growing up was to be a professional musician. I literally wanted to be a rock star.
00:43I wanted to get a record deal. I wanted to tour and I wanted to make music videos on MTV which kind of shows my age and, um, that dream was something I pursued hard in high school and college.
00:57I made a record, shopped around the labels and I talk about this story in great length in my second book Rebel. Suffice it to say the dream didn't come true and I found myself a few years later at age 26 a thousand miles away from home with my very pregnant wife who then gave birth to our first daughter Chloe.
01:17We just bought our first house. We were moving to Florida for the first time from Virginia. And then I subsequently lost my second job in a span of ten months.
01:28So picture this, I'm 26 years old. I have a wife. I have a baby.
01:33I have a mortgage. I don't know very many people in this new town, just a few people that we moved here with to help start a church. I'm volunteering at this church as their musician, as their worship leader leading the band,
01:46and I have no way to make money. Now we had some savings, but we burned through that savings. So then I found myself at the end
01:53of myself, and I ended up doing something I never thought I would do, not something I never wanted to do, it never even crossed my mind which was applying for
02:03aid, applying for food stamps, they call it the SNAP program and the government qualified me because I made so little money. I made less than $500 a month.
02:11I was doing some odd gigs here and there. And so they paid for our groceries for eighteen months.
02:16And this was the most embarrassing, um, shameful, like, what is happening to me moment of my life.
02:23And I say all this to say that I never thought I would get rich.
02:31Um, that wasn't the goal. And But I certainly didn't think I'd be poor.
02:37And so what came up for me were a lot of feelings and a lot of ideas. And in fact,
02:45the thought that I had when I lost my second job during that period and I was on food stamps was I I don't want much. I don't want much. I wasn't angry that I wasn't rich.
02:57It wasn't like I've been trying to get wealthy and it wasn't happening. I actually had a really low bar. I just wanted to make enough to
03:06pay the bills and not have to work a job I hated. And I I think that's fine
03:13if that's your goal, but I I think that revealed something actually really sad about myself is I didn't even dream of more. I was already
03:23surrendered to the fact there's no way I'm gonna be rich. In fact, I wouldn't say this out loud, but knowing myself because I am myself and I live with my thoughts, when I analyze my thoughts from the past
03:35and I'm and I I have some awareness of how did I think back then? And and one way to know how you thought is how you talked and who you spoke to and what you spoke about. I realized that I subtly play the victim,
03:48and I was subtly saying and acting as if there are rich people and then there are not rich people. I didn't think I'd be poor, but I certainly didn't think I'd be rich. And it was almost like they're just different people than me.
03:59Like, there's no way I'm gonna be one of those rich people. I mean, heck, my only skill set is music and music recording.
04:07And most musicians don't make any money, and most recording engineers don't make any money. There's a very select few at the very, very top that make all the money, not because they've done anything wrong. They've been incredibly blessed, they deserve it.
04:17They're really, really good at what they do, but most people in this industry don't make money. And so it never crossed my mind to even want wealth. I never
04:24and and the reason why is I didn't wanna be disappointed. I don't want to want something, and I certainly didn't want to back then, dream about something and then not get it
04:35and be disappointed. So it's almost like I just gave up and surrendered. Right?
04:39Like, my friends that I went to high school with and college with, they were all becoming lawyers and doctors and investment bankers. They had degrees that led to good jobs
04:50with big salaries, and they were gonna be the guys driving the BMW and and having a nice house in the nice part of town. And while those things would be nice, I just didn't even allow myself to want those things.
05:02Does this make sense? And so I wrongly believed
05:08rich people are just different, and they must be lucky. They must be mega smart.
05:15They potentially did something illegal. A lot of people think that, but I I didn't think most people that were rich did something illegal. But I
05:24didn't think I could be one of those people. Never imagined myself. I don't know about you.
05:29I don't know if that's your story. I don't know if you have always assumed you're never gonna have a lot of money.
05:35But if you're listening to the sound of my voice, it's probably something you're not okay with. You want wealth. You don't wanna stay broke,
05:43whatever level that is for you. But something changed. Um, in that period of being broke and needing to figure something out,
05:50HOOKit's amazing what little pressure will do when you have to make something work. When what you're doing is no longer working, and you need to create something new,
06:00HOOKand find something new that works, it's amazing what you discover. Jesus says it really powerfully in Matthew chapter seven on the Sermon on the Mount. Seek, and you will find what you are seeking.
06:13HOOKAsk, and you will receive what you're asking for. Knock, and the door will be opened to you. So if you seek what you if you excuse me.
06:21HOOKIf you find what you seek, well, that's really interesting because I was finding what I was seeking when I didn't wanna make a lot of money. I was finding myself.
06:31HOOKI was finding other people that didn't make a lot of money. They weren't ambitious. But the moment I needed to find something new, I had to go seek for something new, I found new things.
06:50HOOKpeople with degrees, although they might have had degrees, but they're not lawyers, doctors, investment bankers, celebrities, pro athletes, running big businesses.
06:59HOOKThey weren't the head of, you know, Meta and Google and Tesla. Like, they weren't those types of people. They were a different
07:06HOOKcrop of people that were making a ton of money. Um, one of the first that I saw when I knew how much he was making was Pat Flynn from Smart Passive Income.
07:22HOOKUh, and Pat's an amazing guy, by the way, I've been privileged to be a guest on his podcast. But he would literally post how much he made every month. And I was seeing things like, oh, last month, I made a $112,000.
07:45HOOKhow to build a business? Like, don't even where does the money come from? Like, my brain was, like, cracked open, and I I realized they figured something out that I haven't figured out yet.
08:00HOOKMaybe I won't be making a $112,000 a month like Pat Flynn, and the reality is I didn't. But these days, make a heck of a lot more than that per month, which is pretty wild.
08:10HOOKI make that in a day a lot of times. So that would have my brain would have exploded if me now told me then that that you could do 6 figures in a day.
08:24HOOKto discover they know something about money that I don't know. And there must be more to know that I don't know.
08:31HOOKAnd I went on a quest to figure it out. And what I'm here to share with you today really briefly are the three things
08:38HOOKthat are keeping you broke, and they're invisible, and they're hidden, and I guarantee you're struggling with one of these things. If you're not where you want to be financially, however you like to measure that, that might be a certain amount you wanna make every month.
08:51HOOKIt might be a certain, uh, net worth amount you want to have. It might be how that shows up in the physical world, like you're not living in the neighborhood you want to live in. You're not driving the kind of car you want to drive.
09:01HOOKYou're not taking the kind of trips you want to take or sitting on the part of the plane that you wanna sit on. And I know these things are material and they don't matter that much, but they represent something to you that you have made it financially into a different category or echelon from where you're at.
09:15HOOKHowever you measure it, I can't measure that for you. If you're not there yet, it's because you're struggling with one or all of these three things. Okay.
09:27HOOKThe great news is is that these things are just things that have been programmed into you and they can be an unprogrammed. They can be uninstalled.
09:35HOOKIt's not it's not you. It's not your talent. It's not even your background where you come from.
09:40HOOKLike, you might have come from a harder background than others, but that doesn't determine your future. Okay?
09:45HOOKIt's just the programming. And that's just such great news is you can uninstall bad programming. So it's not luck.
09:50HOOKIt's not about timing. It's not about talent. Just let's pull back the curtain on these three things.
09:56HOOKOnce you see them, delete these bad programs and install these new pieces of software as it were, these new operating systems, wealth becomes inevitable for you. Okay.
10:05So number one thing keeping you broke was, and for me and it is for you, your broke mindset. Mindset might be a trendy word, might be a buzzword, and you might be like, who cares about mindset?
10:14Please care about mindset. Mindset is more important than anything else. It's more important than your skill set.
10:20It's more important than your tool set. It's more important than your team set. However you wanna measure it.
10:25Mindset is everything. Robin Sharma said it famously, everything is created twice, first in the mind, then in reality. Everything begins
10:35with how you think. Proverbs 27, I think, verse three says, as a man thinks, so is he.
10:43Proverbs four twenty three, guard your heart above all else. The word heart there in the Hebrew, I believe it's Leb, correct me if I'm wrong, Hebrew scholars, means your inner man, your mind, your heart, the the the core of your being.
10:59Guard your inner man. Guard your mind. Guard your heart the way you think everything, inner being,
11:06because it determines the course of your life. This is powerful stuff.
11:10This is not woo woo. This is a reality. We know psychology tells us that you're always moving towards your strongest thoughts.
11:17So how you think, what you believe determines
11:21absolutely everything about what you do and how you show up and what you receive in life. I'm telling you, mindset is powerful,
11:29and so if you aren't where you want to be financially, it's probably because of a broken mindset. And not just broken, but a broke mindset.
11:37When I was 26, had a broke mindset and didn't know it. I probably have what I would categorize as a middle class mindset,
11:44but the middle class is dying, and it's really now you're seeing and it may have always been this way. It may be this is a theory I need to test and maybe do an episode on this, that the middle class is just a mirage all along.
11:56It's kind of a myth. It's always been broke people and rich people, but the middle class was this unique moment in time, at least in America and some other Western nations, where there was this group of people that are still broke mindset people, but they had this mirage
12:10of being slightly wealthy because they could drive nicer cars, live in nicer neighborhoods, but it's all built around credit. It's all built around debt.
12:17It's all built around paycheck to paycheck living. And that's evaporating because rich people think differently than broke people, and middle class people
12:27still aren't rich people, so I almost would categorize them as broke. Very, interesting thought, but I had a middle class mindset, but I believe I had a broke mindset. I didn't even know it.
12:34And the way I like to think about this is a thermostat. And I got this metaphor from Gay Hendrick in his brilliant book, The Big Leap.
12:43He talks about what he calls the upper limit problem. But think about a thermostat. .
12:47In your home, there's this device, we call it a thermostat, that controls the temperature. And it's really powerful because you can set it at the temperature you want the house to stay at all day. So let's say you wanna set it at 72 degrees Fahrenheit
13:00in your house. Well, if it gets warmer than 72, the air conditioning will turn on and and blow until the thermostat reads,
13:09okay, we're now back to 72, and then it turns the air conditioning off and it stays at 72 until it gets hot again. The opposite would happen if you're in a colder month. If you wanna keep the temperature at 72 degrees and it drops below that, the heat would kick on to raise the temperature back up to 72 degrees.
13:25Once it reads 72 again, drops or turns off the heat. This makes sense. Right?
13:30That's what a thermostat does. It holds temperature.
13:33You set it and forget it. This is the temperature I wanna have.
13:40You can work really, really hard. You can make a ton of money.
13:45You can get a big client. You can have a video pop off. You can go viral for a moment.
13:49You can have you can win the lottery. I mean, this is a great example. But if your thermostat is set to be broke, you'll always find a way back down to that preferred temperature.
14:00Now I say preferred temperature, but Graham, I don't prefer to be broke. But that's where your mindset is set. It's your mind is literally set at broke.
14:09And so even if money and abundance comes into your life, you have to revert to the mean. You have to revert back to
14:18who you are. Mindset really is identity. If you are a person, and I don't mean this as a dig on you, as if there's anything wrong with you as a person morally, ethically,
14:27But if you're a person who has a broke mindset, you are a broke person. Give a broke person more money, they still are a broke person. It doesn't make them wealthy.
14:39This is why it's so much more important to teach people how to be a wealthy person in their mind and heart first. New identities, new beliefs,
14:49new mindset. That's way more valuable to them than just give them money. And and before you clip this and judge me,
14:58there are people that need money right now to survive. My family and I support a ton of people in a ton of different ways that just need help. They need food, they need water, they need medical aid, they need education,
15:13uh, they need resources, they need money to pay the bills. Yes. Yes.
15:17And The whole teach a man to or give a man a fish, he'll eat for a day, teach a man a fish, eat for a lifetime. I think you need to give a man a fish and then teach him to fish while he's eating the fish you gave him.
15:28So help people, but to really help people, you have to raise their thermostat. If you don't change the thermostat of financial prowess, you don't change the mindset,
15:40it doesn't matter how much money comes into their life. They they'll always end up back where it's set. And what does this look like?
15:46Here are beliefs that I see that keep you broke.
15:51Mindsets that keep people broke. Number one most common is that money
15:57is evil. Now most people don't say money is evil out loud, but at a subconscious level, they believe money is evil, and that is why they don't have any.
16:07And it could be bad teaching in the church. Money is the root of all evil. That's not what the Bible literally says.
16:13Just crack it open and read it for yourself. It says the love of money is a root of all kinds of evil. Very, very, very different statement.
16:21Can money be a trap? Yes. That's not the point.
16:24I'm not here to debate whether money can be dangerous. Money is just like fire. Fire is dangerous.
16:30Does that mean we should never use fire? No one should have fire because fire is dangerous? No.
16:34That's ridiculous. When used carefully and safely, fire can cook your food and heat your home.
16:40K? It could do a lot of other things. Money is just a tool, just like fire is a tool, a chainsaw is a tool, a dangerous tool.
16:47So you should know the dangers of it. Don't be ignorant to the dangers of it, but don't say it's evil because it's not. Jesus never said it was.
16:53Paul, who wrote that passage, by the way, in first Timothy six, said it was. That doesn't even make any sense if you read the Bible. Money is not evil.
16:59Money is a gift that God gives to his people that follow his teachings. Like, money is not the problem. But if you believe at a subconscious level that money is evil, you're gonna repel money.
17:11Because you don't wanna be an evil person. And this is happening at a subconscious level. I've talked about this a lot, but I'm gonna that's one of the biggest ones.
17:19How do you know if you have this belief? If you judge other people to have money. Even in your heart, if you're like, they don't deserve that.
17:25Why does he have all that money? Why why why don't the billionaires pay more in taxes? All of that.
17:32I don't care what you believe. All of that shows that you believe money is evil. Judgment of other people with money is a judgment against yourself, and that is the reason why you're broke.
17:41Number two, money belief, is that making money is hard or creating wealth is hard. If you say so.
17:50If you say so. Right? If you say and believe making money is hard, guess what?
17:57Whatever you seek, will find, Jesus said. K. There
18:02you said it. I believe making money is easy, and therefore it is easy for me.
18:07Well, that's easy for you to say, Graham, you have money. No. That's what I believed when I didn't have money.
18:12I had a moment shift for me when I sold my very first online course. This was April 2010. It was called Pro Tools Boot Camp.
18:19It was a $47 online training teaching you how to record music with a specific piece of software. I didn't even know it was called an online course. I just knew I was selling videos in a zip file with a PayPal button to a guy named Paul somewhere around the country.
18:32I don't even know who Paul is. If you're listening, Paul, you are my first customer. In 2010.
18:37Um, the moment I made those $47, I was not wealthy. But all of a sudden, I said, oh my gosh.
18:45Even though it took me time to make this thing and it took me my knowledge, my expertise and blah blah blah blah, that sale was so easy. And I could now imagine making a lot more of those sales somehow, some way.
18:56And making money seemed easier to me. And the moment I believed that making money was easy, guess what? It got real easy.
19:04I didn't become a millionaire overnight. It took a few more years, but money started to come in.
19:10So if you believe making money is hard, guess what? That's what your thermostat is set for. Here's another one, and we'll move on, is
19:17wealth is for other people. Other people get to be rich, not me. It's it's just for other people.
19:22I would like to be rich, but it's just it's just not in the cards for me. That is
19:28more akin to my belief. But really what that says is is you're a victim. Is is you're sad because you wish it could be for you, but you know what that is?
19:38Victims don't have to try. The benefit of being a victim is you don't have to try. You can just say, I'm just not the kind of person that gets to be wealthy.
19:47Woe is me. And and that sounds like a weird benefit, but it is a benefit because a, people can feel sorry for you, b, you can feel sorry for yourself, but c, you're off the hook. You don't have to try and risk.
19:59Entrepreneurs, by definition, risk.
20:03They try something that may or may not work. And there's some inherent fear of of risking and it not working out. But until you've done it and it didn't work out and you realize you're fine, you'll just try something new and it's gonna be fine.
20:16You realize it's actually not that much of a risk. The greater risk is not taking action and staying broke your whole life. That's actually a greater risk.
20:24So believing that wealth is for other people, again, if you say so, by definition, should not be wealthy. I didn't come from a wealthy family.
20:31I don't know anybody who's wealthy. I didn't have any skills that created wealth. I was making $30,000
20:36a year. I got paid with a college degree, $15 an hour to work at a software company.
20:42With a college degree, a specialized college degree, $15 an hour. I was not on track to be wealthy.
20:49There's no I became a millionaire at age 35, like a net worth millionaire. It's funny. The same year
20:55my net worth crossed over a million dollars is also the same year that my income crossed over a million dollars a year. It's kinda cool. They're not related.
21:02Um, just because you make a million dollars a year in your business doesn't make you a millionaire because most people, by the way, that's not profit. That's revenue minus profit. Take home.
21:10But two, just because you even take that money home doesn't mean you actually have wealth because if you spend it, it's gone. But I became a net worth millionaire and my income became a million dollars a year income all in the same year at age 35. That's way above that, like way before the average millionaire.
21:26It's usually in their late fifties. Right? So I never could have guessed that.
21:31If I had gone my whole life saying, well, I'll never be wealthy, that probably would have been the reality for me. But the moment I was like, may I don't know. Like, these bloggers, they don't seem like the traditional person making money.
21:42Maybe it's if it's possible for them, maybe it's possible for me. That was at least a start.
21:47Wasn't a strong mindset, but it's a start. So where is your thermostat? Where is your thermostat set?
21:54Do you have a broke mindset? I spent more time here because this is the most important one, but I'm I'm gonna fly through these next two because if you if you have a broke mindset, that is the reason why you don't have the wealthy one yet.
22:05But if you fix this, if you change your beliefs and what one thing I love that I I learned from David Bayer, uh, in his book, A Changed Mind,
22:15is that all a new belief is is a decision. The moment you decide,
22:22and literally the word decide is is a compound word in in the Latin de, meaning of or from and cide, c I d e, to cut.
22:33To cut from or to cut off. Literally, to decide means to cut yourself off from other options. That's different than choosing like I want that or that.
22:43A decision is like this is the direction I'm going. I'm not looking back. A decision by definition is a new belief.
22:49And what's cool is you can make a new decision in an instant right now. You don't have to wait
22:56to have this new believer, become this new person. No.
22:59The way you become the new person is decide. I am a wealthy person. I am a person that believes that I wealth is inevitable for me.
23:07Wealth is not evil. Wealth is actually good. Wealth is not hard to create.
23:11It's actually easy. And wealth isn't for other people out there. It's for me.
23:15And I'm gonna I decide I just didn't decide to raise my thermostat. So if your thermostat is a I'm a $50,000 a year person. I'm gonna raise that thermostat to $500,000
23:23a year. I don't know how. The how doesn't matter.
23:26Your brain and your circumstances will discover the how. Your whole brain is a goal achieving machine. That's the whole premise of Doctor.
23:34Malcolm oh gosh, Whatever his name is, freaking psychocybernetics. Maxwell Maltz.
23:40Maxwell Maltz, I think is his name. Psychocybernetics. That's our brain is a psychocybernetics
23:45system just like a torpedo that's set to lock onto something. Like, it it it's constantly course correcting, and it's getting blown off course, but it it will it will find its destination because we're goal seeking machines.
23:57That's the way our our brains are wired. So it's just a decision. That's the great news.
24:01Decide to be wealthy. Decide that wealth is inevitable for you. Raise your thermostat
24:06and watch what you notice. Watch
24:10what conversations you enter into. Watch what books you start to read. Watch what kind of people you hang out with.
24:15Watch what happens. Okay. Broke mindset.
24:18That's the most important one. And let's get to these next two. We'll go a lot quicker.
24:21Number two is broke models. So let's say you fix the broke mindset, now you have a wealthy mindset. You can have the right mindset but if you have the wrong blueprint you'll still get wrong results.
24:31I'm speaking to you entrepreneurs right now. You believe wealth is inevitable for you because it is if you decide so. You're moving towards it, you're raising your thermostat but if you have a business model that's broken, it is really hard to become wealthy with a broken business model.
24:46Let me tell you, the business model that
24:51I see people still clinging to, and I I understand why. I taught it.
24:56I've made millions from it, but I don't think it works anymore, is low ticket courses. Trying to blow up on the Internet
25:04or run ads to low ticket courses. I just don't see the math working anymore.
25:10It is a lot harder to get the volume you need to generate serious income with a low ticket course or membership for that matter. And I've made millions off of both, so it's really painful for me to say that, But I don't want to tell you to do what I did because it worked back then. It's it it can still work now.
25:29That's the caveat. There's always exceptions. But I love you too much to say, yeah.
25:33Run that play. Not the play I'm running anymore. It's not the play I would recommend beginners run.
25:38I've just seen too much. So low ticket offers,
25:43um, chasing followers. It's like, okay. Here's my model.
25:47I gotta get really, really famous. Nope. That model that model doesn't work.
25:54And we know this because there are literally influencers with millions of followers who don't make hardly any money. If having all the followers led to the money somehow, that's not a business model. That's like a hope and a prayer.
26:05K? Another model that's broken is just trend chasing, where where literally you almost create a new business model every three months when you see a new trend. Because last year,
26:16you were an online course person. This year, you're an AI specialist.
26:20I mean, like, I understand that it can be smart to jump on a a topic that's trending, but if you keep changing your business model because the trends change,
26:31you will never become masterful. Yes, you need to evolve. Yes, you need to pivot.
26:36Yes, markets change. I get that. And they're changing faster and faster and faster.
26:40But business models are the same. Like, there's a lot of different types of business models that work, but pick a model that works.
26:47You don't wanna climb up fast if it's the wrong building. Right? You don't wanna be at the top fast of the wrong building.
26:54So find the right building to climb up. And it's funny because one of the things that's broken in in most people's business models is that there's this and I keep seeing it.
27:05There's this we talk about Ascension models with our offers, like, first, you have a lower ticket offer and then, you know, core product and then a premium product. And I I have a lot to say about that.
27:16I don't actually think the Ascension model is the model anymore, but there's also an internal Ascension model. And I I see this with my clients where people say, well, first, I gotta do this in my business, and then I'll graduate to this, and then I'll stair step up to this. And I'll give you an example.
27:31I was running my 10 k offer challenge. I run this virtual event where I help people create a high ticket offer, take whatever they're selling for a couple $100, a thousand bucks, and and reimagine as a $10,000 or more offer and how to sell those things and make them irresistible.
27:46It's the fastest way to grow your business. I'll link to it below if you wanna come to the next one. It'll change your business, change your life.
27:52HOOKOne of one of my students at the last ten k offer challenge, she was creating a new offer and she got up the courage to make it a $10,000
28:09HOOKShe helps them with their staffing, helps them with their their operations, helps them stop the bleeding, and she kinda finds hidden money in their business, in their practice.
28:19HOOKShe her offer sounded awesome until she told me the price, $10,000, which you think I'd be happy with. It's I'm running an event called the $10,000 offer challenge, the 10 k offer challenge. And, um, I said, Tanya, why did you land on $10,000?
28:30She's like, oh, I just thought it'd be a great a great place to start. I said, well, what do you think the offer is really worth? And I said, let let me just ask you this.
28:39Give me an example of a client that you've helped, the client's story real quick. What transformation have you done for them? Well, I helped this one doctor plug some leaks, fix some stuff, and we've added 200 new or excuse me, a 100 new customers,
28:51patients every month consistently at $200 a month. So we've basically added $20,000 a month of revenue that was just hidden hidden before.
28:58And I said, you're telling me you're creating $240,000 a year of new revenue for this client and you only wanna charge them $10,000 for the offer? I said, Tanya, that's a $25,000
29:07offer. She said, I know. I said, then why are you charging 10,000?
29:11Here's what she said. I thought it was a good starting spot. I think I thought I would start there and then work my way up.
29:19That language right there, work my way up, is such a myth. I I literally I said, Tanya, can I play with you? There are no
29:28offer police that are gonna bang down your door and say, Tanya, you can't just jump to $25,000 with your offer.
29:35Who do think you are? You gotta start at 10, and then when you sell a few, raise it to 12. And now that you're okay.
29:41Then 16, and eventually, you'll get up to 25. I said, Tanya, that's not how this works. The offer is either worth $25,000
29:48or it's not. Why delay winning?
29:52Why delay the inevitable? It is what it is. Just go right to 25 k.
29:57And she said, alright. I literally whenever her next offer is made, I just saved her $15,000. I made her an extra $15,000
30:04because she felt that she had to follow this model. Well, first you do this, then you do that, then you do that.
30:10She was taking the long way around. I think about GPS on your phone or in your car.
30:16You set the destination. I think we all want a similar destination. We wanna be wealthy.
30:20We wanna be successful in our businesses. Um, we wanna have time freedom. But have you ever noticed when you put in an address in your GPS, it shows you multiple ways to get there, multiple routes?
30:30And you could optimize the route based off of, oh, please avoid tolls or avoid highways
30:37or let's go the scenic route. Like, you could choose which route you want to to to go. And I don't know if you ever noticed that because most people,
30:46because this makes sense, pick the fastest route. And by default, the app
30:52will show you the fastest route first. But for whatever reason, when it comes to business and life, people are incredibly
31:00good at taking the slowest, most roundabout route. Well,
31:05first, I gotta build a website, and then I gotta start with a low ticket offer, and then I gotta, you know, I gotta prove myself. I gotta get some testimonials,
31:14and then I gotta I don't know why I'm doing that accent. Please forgive me. I'm not sure I make fun of anybody.
31:20And they just they map out the slowest, most zigzaggy,
31:26like yeah. And then eventually, I will be ready to sell at this level or do this kind of thing or run a challenge or have a high ticket coaching client or speak on a stage or there's no, like, one day you'll be ready.
31:40You just do the thing. You just why
31:43wouldn't you pick the fastest path to get where you wanna go?
31:48I'm not saying you rush. I'm not saying you you you you run faster than is possible and sacrifice your health and your family and your time freedom and your spirituality and all those other things to get there.
31:58I'm not saying that. I'm saying people are opting for the slowest path because they're running the the wrong play to get to I think we all have the same destination, running the wrong model, following the wrong path, and it's slow.
32:10And we're like, it's taken me a long time. It does not have to take you a long time. And I know this because I coach entrepreneurs every single day, I have entrepreneur clients that take the slow path because they decided that's just what they think they have to do.
32:22And then I have other clients in the same program who go there really fast, not because they're smarter, not because they were they were more poised to win when they came into the program, because they just decided what's the fastest path. I'm just gonna do that.
32:33I'm gonna go right to that. I'm gonna raise my prices right to that. I'm going to, you know, stop doing the things that are slow and do the things that are fast because, Graham, like, they just believe
32:44that the fastest path is available for them. You can take a slow path to get to your goals, and if it's a good path, will eventually get there, but you will have wasted so many years.
32:56I don't know about you, but I don't wanna waste any time. I don't really know that tomorrow's promised, and even if it is, I want more time with that wealth and those goals achieved in less time. Also, let's just be practical.
33:06Inflation is a real thing. Money in ten years from now is not worth as much as it is today. I would rather make a million dollars this year than a million dollars in ten years because a million dollars in ten years is probably closer to worth $500,000.
33:20So making money sooner is by definition more valuable. So do you have a broken model?
33:27Do you have a broken business model? If you need help figuring out your your business model, pick up the effortless business.
33:34This this business model will will get you to a high income, low maintenance business faster than anything I've ever seen. And number three thing keeping you broke is broke metrics. So you've got a broke mindset.
33:45That's everything. If you have broken model, you'll be broke forever even if you're working really hard and believe that wealth is possible for you and inevitable.
33:53But the last thing holding you back is broke metrics, chasing broke metrics. I was thinking about this. It's kinda like the difference between
34:04looking at yourself in the mirror and knowing what's actually going on in your body. You can look in the mirror and say, man,
34:12I look great. I look healthy. However that means for you.
34:15Whether you feel like you're ripped or shredded or muscular or just you just everything looks fine on the outside. But you have no idea what's going on in the inside until you do blood work, till you get blood panels and you you see there's some things that are off.
34:27You see certain levels that are high or low or missing or like the mirror doesn't tell you what's actually going on. So if I judged my health by what I see in the mirror every day, I could think that I'm healthy all the way into the day I die, I and could die all of sudden from something I didn't even know was there.
34:43I'm not trying to be morbid. I'm not trying to make you fearful. I'm just saying.
34:46Right? The mirror doesn't tell you how healthy you are. Only blood work does.
34:50Broke metrics feel like you're winning, but you're not. What are broke metrics? Followers.
34:56CTAOne of the most broke who cares how many followers you have? Followers feels nice, but it's a vanity metric. It has no bearing on how much money you make.
35:06CTANo bearing on how much money you make. Couple of weeks ago, I did an episode called Tiny Audience, Huge Income. And the example I gave was one of my clients, Iko.
35:23CTAa month as an English pronunciation coach to native Japanese speakers. Oh, that's a great life.
35:30CTAFollowers don't matter. I know people that have 1,000,000 followers and don't make a fraction of what Aiko makes. So followers is a wrong metric to chase.
35:38CTAUm, views on your videos or on your reels, um, likes, engagement. These are all things that we all want because here's why, because they're the visible ones.
35:47CTAAnd and I will say there is some value in the visible metrics for credibility because other people care about it.
35:56CTAAnd if they see that you have a million followers, they for a moment might think there's something special about you. They might consider connecting with you.
36:03They might consider responding to your message. They might consider reaching out to you because there well, there must be something she's doing right if she's got a million followers.
36:10So there is value. I'm not saying there's not value, but it's a broke metric.
36:14It's not a metric that makes you money. At best, broke metrics like followers, views, likes, engagement, subscribers.
36:21At best, they'll just distract you from the real metrics and the real work that actually puts money in your pocket. It's just a giant distraction. As a content creator, you have a choice.
36:33Do I make content that will get me a lot of views? Or do I make content that will create clients? Now those things don't have to be mutually exclusive.
36:41I'm not saying you should purposely choose low views. By all means, get as many views as you can. I'm saying, what drives
36:48you? Is it the cart driving the horse or the horse driving the cart? What are you optimizing for?
36:53Do not optimize for virality. Optimize for client attraction.
37:00And if virality comes, by all means, you'll attract more of your clients.
37:04But a video or a piece of content that goes viral that isn't optimized for client attraction does not help your business. It's a huge part of my business model, and I call them creating client magnets.
37:17That is, in my opinion, what you should be optimizing your content for. So at best, these wrong metrics distract you. This wasted time.
37:24It's wasted effort. Wasted momentum. Here's what's insidious about it though.
37:28At at worst, these broke metrics destroy your hope. Because these games becoming
37:36incredibly famous on the Internet is incredibly hard. Now, some people, it happens almost effortlessly and so they are lulled into this belief that, oh, it's easy to go viral.
37:46It's not easy. That oftentimes, it's called luck. And I'm I'm not, um, saying that I'm not saying that as a diss.
37:53HOOKBut if you went viral without really trying, you were you had the right message at the right time for the right people to praise God for that. That's awesome.
38:03HOOKBut it's a really hard game to win, and it's only gotten harder as the algorithms shift because they're responding to AI and to each other and competitors. Like, it's it's a it's a wild world out there.
38:16HOOKThe last thing you want as an entrepreneur is to lose your hope. The scripture says hope deferred makes the heart sick. Hope deferred makes the heart sick.
38:23The way to win in business is to stay in the game long enough to win. One of the surest ways to exit the game before you have a chance of winning is to just give up hope entirely. Get discouraged, beat down over and over again.
38:36And I don't know if that's how you felt. I don't know if you've been like, Graham, I've been trying this for years. I've been trying this for years,
38:42and nothing has worked. Like, that's that's discouraging. I get that.
38:45I get that. I worked and built my business and pumped out three pieces of content a week for
38:53a whole year full time and made a whopping $10,000. That's $830
39:03a month on average working full time. If I quit and that would have been justifiable,
39:08most people said, bro, I did I gave it a year. I'm going back to find a job. If I quit, I would have given up the tens of millions of dollars I've made and the millions of people I've impacted.
39:16But fortunately, didn't lose hope. I actually didn't see it that way. I didn't see it as, oh, I've only made $10,000.
39:21I saw it as this is working. It's it might take me a while, but I I could see a future where this was working.
39:28Because I wasn't chasing followers. I was chasing the dollars. And even though the dollars were low, I could see the activities that were creating revenue.
39:37I could see the skills that were leading to connecting with my people.
39:43And I was like, I can kinda do some math. And as this thing grows and as I get better at these skills, selling,
39:50offer creation, solving people's problems, messaging, I could see this really working.
39:58So the the thing you wanna protect is not only your energy, but you wanna protect your hope. You wanna protect your faith.
40:07When when the moment your faith dies, the moment your hope dies, you're gone. So you have to protect it at all times. That's one reason why you wanna be around people that lift your spirits,
40:19that don't shoot your dream down. I had to exit a lot of peer groups and friend groups, not like, sorry, we'll never talk again, but just subtly distance myself from people that were like, why are you doing this? This is never gonna work.
40:31Just be like us. That's functionally what they were saying. I was like, I can't I can't be around that.
40:36If I'm around that, I will start to believe that cause it is hard right now making only $800 a month working full time on this business teaching musicians how to record music. I had
40:47to be around people who would stir up my faith. Right? In Hebrews, it talks about don't neglect
40:54to meet together and stir stir up one another in love and and good works and encouragement. Like, we need to be around people that fuel us with faith. So if you need to, like, level up your peer group, by all means, do it.
41:05Whatever it takes. The the scoreboards out there right now, they're broken.
41:10They've been broken from the beginning. You are not the problem. You've never been the problem.
41:13It's the scoreboard system that's the problem. It's a game that everyone's trying to play that literally is a pointless game. Just opt out.
41:20Let everyone else play that game. Don't play that game. Just play the game that actually puts money in your pocket.
41:24Wealthy entrepreneurs keep a different score. They these are the metrics they chase.
41:29Revenue per client. They chase profit margin. Lifetime value, LTV.
41:35When I create a customer, how much is this customer worth to me over time? Not just how many one off hits can I get? Just run ads to a new person, new person, new person.
41:42Can I create a customer for life that brings lifetime value? You know who does this really well is Apple. Apple does this well.
41:50They don't wanna just sell you a product. They wanna make you a customer for life. So once they sell you a product, however you enter the Apple ecosphere, it might be your iPhone.
41:57It might be a Mac. It might be, you know, through the Apple Podcast app, and and then you might be, you know, whatever it is.
42:05Final Cut Pro, Logic, any of these Apple apps.
42:09However they get you in, they're so good at taking their customers and then assembling them together in in virtual events and and things and selling new products to old customers and selling old products to new customers and and and bringing you into the world where it's like, hey. If you like the iPod and the iPad, you're gonna love this.
42:27If you like your iPhone, you should you you would really love the iMac. You know, like, just they they they want you to be an Apple fanatic for life, and they do that by aweing you and and over delivering and showing you other cool things that can help your life and improve your life.
42:43They're not just trying to get one more customer. They want LTV. Profit margin is huge.
42:48You can make more money just by spending less and being more efficient in your business. And this is why I'm a huge fan of teaching how to create high ticket irresistible offers because you don't need a ton of clients to create a million dollar a year income.
43:02You just need a premium offer that's so irresistible, and you can maximize how much revenue you make per client. Because clients the right clients will pay you whatever they will pay you if you ever effectively ask them to pay you as long as you communicate the value correctly.
43:17I know those numbers are boring. They don't get a whole lot of attention or likes, but they they tell the truth. Those numbers, profit margin, LTV, revenue per client,
43:27MRR, monthly recurring revenue, those things are like the blood work that tell you the health of your business, not the mirror, which is my Instagram followers. So what is it for you?
43:37Is it the broke mindset? Is it the broke model? Or is it the broke metrics that you're chasing?
43:45When I was 26, when I was broke and on food stamps, all three were working against me simultaneously.
43:53I had a broke mindset. Couldn't imagine wealth being for me. I had a broke model.
43:59I thought the only model I knew was go to work and get paid. That's keeping people broke very well. And then I had broke metrics.
44:08I was looking at, am I making enough to cover rent? What kind of metric is that? Right?
44:13I wasn't even thinking big enough. Um, the great thing is that those mindsets, those
44:20things that are broken in you, again, it's software and they're not permanent. You can uninstall software and install new software whenever you want.
44:27CTALike, your computer can be pointless and bogged down with dumb old software or you can reboot it, refresh it, and have all new software, new programming, same computer, and it can be a whole different experience. That's you. You can change your programming.
44:48CTAYou can't control the talent you have. You can control your mindset. You can control your business model.
44:53CTAYou can control what metrics you chase. So the moment I started changing these three things,
45:00CTAwealth stopped being a dream and it became inevitable to me. And I know more wealth will continue to be inevitable. I'm not afraid of not having wealth because it will just continue to come to me because I I just think different.
45:11CTAI have a better business model. I chase the right metrics, and the same is true for you. You don't have to earn your way to wealth slowly,
45:19CTAthe roundabout way. You don't have to hope for it, wish for it, fight for it, hustle for it.
45:32CTAI hope this helped you and blessed you today. If you're on YouTube, leave a comment. Let me know what part resonated with you the most,
— full transcript
§ 05 · For Joe
Three programs that keep entrepreneurs financially stuck.
WHAT TO LEARN
Financial stagnation in entrepreneurship is almost never about external conditions -- it is about three internal programs that run invisibly until you name and replace them.
- Your subconscious belief about what level of wealth is 'normal for you' functions like a thermostat: windfalls, viral moments, and big clients all get cancelled out until you reset the set-point.
- A belief is not something you accumulate through experience -- it is a decision you make; the moment you decide money is easy and wealth is for you, your behavior and attention begin to reorganize around that new identity.
- Judging people who have money is not a moral stance -- it is evidence that you believe money is evil, which means your subconscious is actively repelling it from your own life.
- Low-ticket courses and follower counts are models that can work but are structurally harder to scale now -- choosing the wrong model means working hard on the slowest route to the destination.
- There is no legitimate reason to price below your offer's value and work your way up -- skipping to the correct price saves years and is not subject to anyone's permission.
- Followers and views are the mirror; revenue per client, lifetime value, and profit margin are the blood work -- one tells you what you want to see, the other tells you what is actually true.
- Broke metrics are dangerous not primarily because they waste time, but because they repeatedly produce discouragement -- and an entrepreneur who loses hope exits the game before the compounding can happen.
- Staying in the business long enough is itself a strategy: the host made $10,000 in his first full year and nearly quit, then went on to earn that amount in a day.
