§ 01 · The Hook
The bait, then the rug-pull.
Eighteen months after hitting a million dollars a month, the number on the scoreboard had moved only forty percent. By every surface metric, that is a failure. The math underneath told a different story: take-home income had tripled.
Where the time goes.
00:00 – 01:30
01 · The revenue vs. profit distinction
Opens with the 40% revenue growth / 3x take-home income reveal. Frames the central argument: revenue and take-home are two distinct things that frequently move in opposite directions.
01:30 – 09:09
02 · LTVmaxxing
Customers cost money to acquire. Additional products sold to existing customers cost nothing to acquire. Going from 1 to 10 products tracked nearly 1:1 with revenue. References Ready Fire Aim. Publix analogy for ecosystem stickiness.
09:09 – 13:58
03 · Brandmaxxing
Two valid paths to revenue: cold traffic offer with guarantee, or warm audience via content volume. Alex Hormozi as archetype for the brand-max path. Content output increase credited with tripling take-home.
13:58 – 19:25
04 · HighTicketmaxxing
ListKit cold calling at $6k/month vs. cold email at $600/month. Same CAC, dramatically different ROAS. 10-30 day sales cycle requires patience. Launching Olympia mastermind immediately doubled Client Ascension profit.
19:25 – 26:26
05 · SlowAndSteadymaxxing + CTA
Rejects blitzscaling. 30% YoY growth is exceptional. Real metric is take-home profit on tax return. Refutes the build-to-exit thesis for service businesses. Closes with tiered offer CTA.
Visual structure at a glance.
Named ideas worth stealing.
01:23
list
The Four Maxxing Levers
- LTVmaxxing
- Brandmaxxing
- HighTicketmaxxing
- SlowAndSteadymaxxing
Four compounding profit levers that together constitute cash flow maximization. Each addresses a different failure mode of revenue-chasing without profit.
Steal for Any service business or coaching business trying to increase take-home without proportional revenue growth
09:09
concept
Cold vs. Warm Traffic Offer Architecture
- Cold: new money, done-for-you, low commitment, de-risked, guaranteed result
- Warm: high-price, relationship-dependent, no guarantee required
Two distinct offer architectures with different conversion requirements. Cold needs a tight promise and a guarantee. Warm needs existing trust.
Steal for Offer design and pricing decisions for any service or coaching business
06:42
concept
Horizontal vs. Vertical Scaling
Vertical: push one product to more people. Horizontal: launch more products. For most service businesses horizontal is less volatile and more profitable.
Steal for Deciding where to put growth effort when a single funnel hits its efficient ceiling
Lines you could clip.
00:32
"I have more than tripled my take home income in that time. Who is the retard here?"
08:17
"A buyer is a buyer is a buyer is a buyer. Somebody who buys something buys everything."
18:38
"Just charge more money for higher priced people. I am a retard for not doing this so much earlier."
23:15
"Just become rich really slow and for sure."
Things they pointed at.
02:53bookReady, Fire, Aim by Michael Masterson
11:35channelAlex Hormozi / Acquisition.com
How they asked for the click.
24:24
product
"If you are below 30k a month, like, you should probably just join AI Assisted Agency."
Tiered offer stack keyed to viewer revenue level. Below $30k/mo gets coaching program, above gets mastermind. One-on-one calls and email list as fallback. Clear, specific, not pushy.
Word for word.
HOOK opening / re-engagementCTA the pitch analogy story
00:00HOOKI hit a million dollars a month for the first time in December 2024, and it's May 2026 now. And the peak we've hit since then is around, like, just over 1,400,000 a month.
00:10HOOKSo it's a year and a half later, it's only gone up by another 40%. A lot of people might be thinking, wow, Daniel. That's really slow.
00:16HOOKLike, you're a failure. You have no idea how many people I see who hit a million dollars a month, and they did it by spending $700,000 on ads.
00:24HOOKAnd then they had the cost to fulfill all of the product that they just sold, which is another $250, and then they take home $50,000
00:32HOOKon a million dollars of revenue. What is even the point? For me going from 1,000,000 a month a year and a half ago to 1,400,000
00:38HOOKa month, I've more than tripled my take home income in that time. Who's the retard here? There's a tremendous amount of people who are conflating
00:46HOOKmake more money with, like, taking home more money. And these are two very distinct things that tend to be separate from one another. Because you can make 1,000,000 or 2,000,000 or 3,000,000 a month and bring home legitimately fucking $0 at all.
00:58HOOKThis is a thing that occurs. I see it with a lot of people. It's not like every person who hits a million a month is doing that, but I'm just saying that there exists a substantial amount of people who that is in fact the case.
01:07HOOKAt that point, if you're gonna spend $700,000 a month to make a million dollars a month, like, why not just make $300,000 a month and deal with two thirds less headache?
01:15HOOKLike, what is even the point? So, like, how do I triple my take home income? Like, how did that happen?
01:19HOOKAnd the answer is through cash flow maxing. Here's what we're gonna talk about in this video. I wanna walk you through what that actually means.
01:25HOOKI've got four things I wanna rant about this particular moment. And the first one that I wanna talk about, and they're all gonna kinda play into each other, but the first one is LTV maxing.
01:36So if anyone does know, that means the lifetime value. Right? It costs money to acquire a customer.
01:41Now there's three ways to get customers. You've got ads, content, organic and referrals would kind of technically fall under content. And then you've got outbound.
01:48Now all of these require a combination of time and money. You only have two resources that you can expand to the planet's time or money. Now all three of those mechanisms adds content, and outreach all require some combination of time and money.
01:59So, therefore, even if you're sitting here and you're making content, you're like, I don't have a cost to acquire a customer because I make content. Yes. You do.
02:06You're spending time to do so, and you're spending capital to get it edited. There's whatever to deal with the logistics of it. You do have a CAC.
02:12You do. You have a cost to acquire a customer regardless of what you think. You always need to be expending some kind of resource in order to acquire these people.
02:18Now costs more money. It costs more resources to acquire somebody than it does to keep somebody. What I'm trying to get at here is if you just acquire the same amount of people, say you just get 10 customers a month or you get 10 clients a month.
02:31And by some assortment, either through churn reduction or cross sells or upsells or launching new products, you are able to triple the amount of money that the average person pays you, you would more than triple the profit of the business. Why? Because the additional
02:46acquisition of the new sales of the additional products, cross sells, or upsells would have a $0 cost to acquire a customer. You would just make more money from the people you already have as customers.
02:57There's this book. It's called Ready Fire Aim by Michael Masterson. It's one of the best books that anybody here who's making about a million dollars a year or more will ever read.
03:05And what the premise of the book basically says is that when you reach a million dollars a year, the way you expand the business is by making more products. You start selling more stuff. Now it doesn't have to exactly be a million dollars a year.
03:17You could be making 30 k a month. You could be making 300 k a month when you do it. The general gist of it is that the way you grow a business is by product expansion.
03:24Now when I tell this to people, they always say something like, well, shouldn't I focus on the thing I'm good at? And it's like, these are not mutually exclusive activities. Listen.
03:33If you wanna make, like, a million dollars, you could take home a million dollars a year by being really good at, like, ecommerce email. But if you're trying to make 2,000,000, 3,000,000, 4,000,000, $10,000,000 a year, it tends to be a lot easier to do that by just selling more products.
03:49So, like, let me give you an example of this through my own business. We first started Client Ascension, for instance. So, like, I got my start at an Instagram growth agency.
03:56I got all the clients through cold email. An algorithm update to Instagram ruined that business. So then I started selling cold email as a service to other agencies because I had already successfully done it myself, so it was easy sell it.
04:05I was getting clients for that agency, and then I made a course on how to do cold email, and that led to some more clients on the agency. And then a lot of people were buying that course, wanted a coaching program. So then we made client Ascension with my now business partners, Andre, Christian, and Dan.
04:16And then now if I were to give you, like, the full product suite of what we do now, like, I'll just run you through some right now. So there's two businesses. There's client extension.
04:23There's list kit. On client extension, have AI assisted agency, which is a coaching program, Olympia, is a coaching for higher level people who wanna scale with ads. We have the AI business challenge, scaling with ads workshop.
04:33We're about to launch a low ticket course, and then we have, like, another low ticket course in the works after that. So there's, like, two low ticket courses over there. So that's the coaching side.
04:40So right there, that's six products. Like, just right there. And then we have list kit.
04:44So list kit, have the leads product. We have a new thing launch where it's, like, full stack do it yourself cold email, like, all the stuff involved with that. We have done for you cold email and then done for you cold calling.
04:53Then over our list kit, there's four products over there. So it's like, we got 10 products. The reason why we've been able to get so high is because we've been LTV
05:01maxing. There's, like, just hella shit available to purchase to buy.
05:06When we are just running I don't know. When, like, client Ascension was just the main thing by itself, like, we were hanging around, like, 200 k a month or, like, 250 k a month. And then we started launching all this stuff continuously over the past, like, three years.
05:17Like, to go from one product to 10 products, we've effectively 10 x ed the company by launching 10 times more products, like, literally directly proportional to that. Like, it's actually insane words. It's worked out like that.
05:28If you go, like, put this in Clod or ChatGPT and just be like, how many total products does Apple sell? Apple sells, like, 250 products. How many total products does Google as a company sell?
05:37It's in the thousands or tens of thousands. There's just so many products available for sale with very large companies. For you to launch another offer doesn't mean you stop selling the previous offer.
05:48When you're building a company, you're building an operation behind the acquisition and delivery of that specific funnel. So say, like, you've got some product and you're selling it successfully through a funnel with ads. Maybe let's say that you're able to profitably spend about $500
06:02a day on a specific funnel for a specific product, and it's very profitable. But anytime you try to spend, like, 1,000 a day on it, like, stops being profitable and it kinda blows up. It's like you might be like, well, my business is a failure.
06:13I can't scale. It's like, bro, that's not that's not correct. That's not true.
06:16Just run that funnel at 500 a day and build the team and the operations team for the people who fulfill that and then launch another product. And you might be able to get that other product also to 500 a day at, like, a four x or five x robust.
06:31Or, like, maybe you'll be able to get that other product to a thousand a day. You have this funnel at this much a day, this funnel at this much a day, another product with another funnel at this much a day, another product with another funnel at this much a day, and it's like you've horizontally scaled. You don't have to vertically scale something.
06:45It's very rare that, like, you're gonna get one thing to make tens of millions of dollars a year. It's just so improbable of an outcome that really doesn't occur very often. I've just personally found it to be significantly easier to horizontally
06:59scale. Like, that's I I think it's just, like, way easier personally. It's just what I've been able to do with a lot less volatility.
07:06So, like, going back to what I said earlier about how I've tripled my take home income, like, we are a very, very profitable company. And we are only a very profitable company from what I believe is because of this horizontal scaling pattern of just having Hella products. Could you get somebody into some product?
07:22Now they're watching your content. They're opening your emails. They're just, like, interacting with your team.
07:26They become aware of the other shit you have available for sale. They end up purchasing that thing, and they're just, like, in your ecosystem. They're just in there.
07:33Imagine running a grocery store. Like, I go to the same Publix. I live in Tampa slash Saint Pete, Florida.
07:38I go to the same Publix every day. It's right next to my house. And, like, I buy 98%
07:42of my groceries from this Publix. And it's like I walk in, I get water there, I get meat there, I get fruit there. Imagine if, like, that Publix didn't sell meat and didn't sell fruit.
07:52It would just be completely retarded. I like to buy these waters called Gerald Steiners. There's a calcium and magnesium in it.
07:57It's like a sparkling water. I I have to buy them from Amazon. I have to get them shipped to me because Publix doesn't carry them.
08:02If Publix started carrying the Gerald Steiners, they'd make a shit ton of money off me just selling me the Gerald Steiners. They might make, like, $2 profit at Gerald Steiners, and throughout the year, that's, like, an additional, like, $600 in profit that they would make from me buying fucking Gerald Steiners.
08:18If you don't sell more shit, they're gonna buy it from somebody else. Like, a buyer is a buyer is a buyer is a buyer. Somebody who buys something buys everything.
08:25They tend to continue buying things. So this also works on the opposite end where people who don't buy anything tend to not buy anything. They're the brokies.
08:31This is why I hate, like, free webinars because I think they're, like, broke retards because they don't buy anything. I like selling, like, low ticket products, live challenges, or live workshops because people who buy stuff tend to continue buying stuff, and they're just, like, way higher quality of a person.
08:44Again, I'm just saying, like, you need to sell more shit, and it doesn't mean you need to be the person fulfilling for the shit. You can find a partner or a white label partner who does it for you. Like, we do that shit all the time where it's like we work with outside parties to help facilitate the delivery of the shit.
08:58You get what I'm saying? Like, it's a totally valid way of going about this. What I'm trying to convey to you is you need more products.
09:04You have to sell more shit. You need to be LTV maxing.
09:07The next component of cash flow maxing is brand maxing. What does this mean? So, like, if you've watched any amount of my content, you'll see that there's basically two types offers of that you could sell.
09:16There's a cold traffic offer and a warm traffic offer. So, like, a cold traffic offer, generally, like, you need to have the four pillars of, like, new money, done for you, low commitment, and derisked.
09:26So, like, what does that mean? Like, new like, new money means that, like, it's not like an optimization. Like, you're like, you're helping the client make new money.
09:32And you generally like, a cold traffic offer, like, normally, depending on your level of authority, you gotta put, a guarantee on it. It's like a very specific thing that you're gonna help them make a specific amount of money in a specific amount of time. And if you can't do that, you're gonna give them a refund.
09:44Generally, like, that's kinda how that works with a cold traffic offer. Now there's also warm traffic offers. So, like, I'll give you a for instance.
09:50Like, I sell one hour consulting calls for $1,500. I'll leave links to this shit in the description as well if you wanna buy some of this from me, but it's like, I'm never gonna get cold traffic to pay me $1,500 for a one hour consulting call.
10:03Like, that's not gonna happen. Like, the only people who are ever gonna pay me $1,500 for a consulting call are people who already know, like, or trust me.
10:10This is also the case with some of the products like AI assisted agency for the coaching program where we help people make AI assisted agencies or Olympia where we help people scale their agency or b two b offer with ads. Like, the only people who would buy that are people who know, like, and trust me. And generally, they're people who are watching my YouTube or follow me on Twitter or LinkedIn or on my email list or have known me for a while or have purchased something else from me before because I am brand maxing.
10:35You know what I'm saying? Like, I'm posting content. Like, I'm sitting here.
10:38I'm on a little work trip now in Scottsdale, Arizona. And, like, I'm sitting here and I'm filming this YouTube video. Like, I didn't have to sit here and make this video and talk shit on camera.
10:45Like, I didn't have to do this, but I am doing this. And, now what's that gonna do? Like, a substantial portion of you, this might be the first video you've watched of me.
10:52And you're like, wow. I fuck I like this guy. This guy, like, I really like what this guy is saying, and that might lead you to watch continuously more of my videos.
10:59You might click some link in the description, maybe buy something for me, like one of the challenges or the workshops or something. You might opt into a funnel and read my emails for the next, like, six months of your life, and then, like, something happens and you're like, you know what? I really want help with this and that Daniel guy.
11:11I've been watching a lot of his shit. Like, I think he can help me out. Let me buy something from him real quick.
11:15And then you buy it, and then you get results with it. And then you're my customer for the next fucking eight years, and, like, you've bought, like, hell shit for me, and your LTV on me is, like, you spent, like, $37 on me at this point, but throughout that time, I've helped you make, like, $900,000.
11:28You know what I'm saying? Like, it's brand maxing. I wanna help you illustrate this real quick.
11:31I assume 99% of the people watching this video right now know Alex Hermosy. All of you may not be aware
11:38that Alex Hermosy sells exactly zero cold traffic offers at the time of this filming. What does Alex sell?
11:44He sells an in person workshop in Vegas, and then he has his upsells like l one, l two, l three, and that's like his coaching thing. And then he's got his, like, a thousand dollar a month school group or something like that. And then, like, that's what he sells.
11:55Like, none of these are cold traffic offers. So what I'm trying to convey by telling you this is that you don't need a cold traffic offer to be able to run successful business. But what I am saying is that if you're not gonna have a cold traffic offer, like, you need to be brand maxing the shit out of yourself at all times.
12:13Like, Alex Ramosy probably runs the largest media empire in the entire b to b market on the whole fucking planet. Like, he just he just does. Like, Alex Tremozi probably sits down, is actively on camera for, like, legitimately forty raw hours a week.
12:28Like, the guy can spew out a completely infinite amount of content. It's a completely disgusting, absurd amount of content that the guy can spit out because he works harder than literally anybody else at all.
12:37So what does that allow him to do? It means that he's able to brand Max so hard and build such a profusely massive warm audience of people to sell warm traffic offers to.
12:48There's really two ways that, like, you can help yourself grow. You either need a cold traffic offer that you are advertising to cold traffic. If, like, your cold traffic ads aren't working, they're not buying your cold traffic offer, it means your offer isn't good.
12:58Like, straight up. Like, that's what it is most of the time. Like, maybe you've got bad ads, maybe, but most of the time, it's because you don't have a cold traffic offer.
13:04You have a dog shit cold offer. Right? That's why you can't convert cold.
13:07Like, it's straight up. That's just, like, normally what it is. If you don't wanna make a cold traffic offer and do the shit where it's like, oh, I have to, like, promise a result and, not everyone can get a result.
13:15I don't wanna have a guarantee. If you don't wanna do that, then your only available option is to make a shit ton of content and get a shit ton of people to know, like, trust you, and then you can sell them warm traffic offers, which, again, is a totally valid way of going about growing a business. All I'm trying to convey to you is that you only have those two available options.
13:30Now, again, how does this convey back into me saying I tripled my take home income in that last year and a half? It's that I started brand maxing like hella. Like, I post hella YouTube videos.
13:39I have way more YouTube content that I spew out than I was at that time. I send way more emails. We have way more shit to sell.
13:46Dude, this has just resulted in me making a fuck ton more profit because it's less money in ads we need to spend to an incrementally higher amount of revenue because I just have so much more warm traffic. Okay. So that's brand maxing.
13:59So the next is high ticket maxing. This is a very interesting thing I kinda learned lately where, like, for a while, like, we spent, like, $3,000,000 on ads to a done for you cold email setup slash done for you cold email management offer over at list kit.
14:13Made, like, $13,000,000 with that offer. It's super low ticket.
14:18Like, we were doing monthly packages for a while there. We were doing, like, $600 a month packages for a while. Then we switched.
14:23We started doing, like, quarterly packages where it was, like, 3 k a quarter or something like that just to get more cash up front. But then, dude, we started a done for you cold calling offer. The price to do that is $6,000 a month, or you could pay quarterly with a 10% discount.
14:36We're still playing with the pricing and whatnot, but, like, we've closed people 4,000 a month, 6,000 a month. Today, as I'm filming this video, we've closed $29,000 a month today right now.
14:46And what's very interesting is the CAC, the cost to acquire customer on ads for the cold email offer, like the $600 a month or the 3 k a quarter, the CAC on that was about, like, $2,200. That's like what it is at scale when we spend, like, 6,000 or $8,000 a day on ads. The cost to acquire customer on the cold calling offer where we're charging 6,000 a month, 9,000 a month, and, like, successfully selling people at that is the same CAC as the cheap cold email offer.
15:08You gotta imagine what's happening. We're going from, like, a one point o to 1.3 x cash ROAS to, like, a 2.5 x, 3.5 x upfront cash ROAS, and then, like, they renew month two. And now, like, your ROAS is, like, fucking five x by day 60.
15:21It's like, holy shit. I'm a retard for not having done this earlier. Like, I'm a complete profuse fucking dumbass for not having done that way earlier.
15:30Like, I'm so stupid. Fuck. That was such a giant mistake to not be selling just significantly
15:36higher priced shit. Now the trade off you pay for this is that the sales cycle is, like, way longer. This is what happened to us, and this is why I think a lot of people end up fucking this up and they don't do this successfully.
15:46It's like, normally, with the $600 a month or, like, the 3,000 a quarter shit or, like, just, like, clients who pay less than, like, $5 or something like that, the sales cycle for that was, like, really short. Like, you might close in, like, two days or three days on average, and, like, 70% of the deals were gonna be a one call close.
16:01Like, that's generally what happened there. But with these higher priced ones, it's a different kind of person who's buying it. So there's a lot more, like, investigation around it, I'll say.
16:09And the sales cycle tends to be at a minimum of ten days. That's a minimum. So, like, from ten days to, like, thirty days.
16:16So, some people take thirty days to close after their first call. So we've been running this thing about three months now when we launched the funnel to cold. Probably, like, 800 a day or 1,000 a day, we launched that, and we were getting calls booked in.
16:27Dude, we spent into that for, like, three or four weeks until we closed the first deal. So it's like we were 25,000 in the hole before we closed the first person who paid us $6.
16:41So we were like, hella negative. It was a little scary for a moment there.
16:45I was like, shit. Is this gonna fucking work at all? I'm like, fuck.
16:49But then they just started coming. Like, the frequency with which they started coming was higher. And we kept spending into it because the deals were like, no.
16:55These are good deals. Like, you think these people are gonna close. I think the sales cycle is just gonna be way higher.
16:58So, like, what an average person would see there is like, wow. I spent $25,000 on ads, and I closed one.
17:03I have a CAC of $25,000. That's, like, way too high. It's not true.
17:07It's just because the sales cycle, like, you're spending into the ads every day, and, like, each incremental call you get, that one person of the ads you spent that one day needs a bare minimum of fourteen days to even have the possibility of closing at all. And even then, like, the average might be, like, twenty days. It just takes way longer.
17:24So it's like now it appears as if the CAC on that at scale will probably be, like, 2,500 to $3, but it's like the cash ROAS is so good. I'm like, holy shit. We're so stupid for not doing this so much earlier.
17:37It's like, fuck. We can be, like, even way more profitable on that. I'm like, fuck.
17:42It's such a good idea. I think I also learned this when Client Ascension owns AI assisted agency in in in Olympia, which is its mastermind, but Client Ascension used to also be the name of the product, like the beginner coaching program. But AI assisted agency is now the name of the beginner coaching program, and Client Ascension is just the name of the coaching company.
17:58Before we just were running Client Essential for, like, three years before we even made Olympia. I remember when we launched Olympia, that pretty much doubled our profit immediately. Just straight up immediately doubled the profit of Client Essential of the company.
18:10I was like, oh, yeah. Because, like, people in Olympia pay significantly more because they're significantly larger companies. I'm like, oh, yeah.
18:15Got it. Like, I'm a retard. Just, like, charge more money for higher priced people.
18:19You get what I'm saying? But then, like, going back to the previous lessons, I've literally already spoken about in this video. It's like, well, how were we even able to launch Olympia?
18:25What does that do? That's LTV maxing. Just making more products for people you've already shit to in the first place.
18:29Why are people open to paying $14,000 to join Olympia? And, like, the answer is because I'm brand maxing, and they already know, like, and trust me.
18:36You get what I'm saying? So, like, I just keep continuously learning this, like, sell more expensive stuff to the finite quantity of people who can afford to pay it, and your profit, like, your bottom line profit just shoots the fuck up, like, so hard. And I'm like, oh, I'm a fucking idiot for just not continuously doing this, like, so much quicker.
18:53And it's like, again, going back to what I was talking about Hermosy and brand maxing, it's like Hermosy, like, has this l one, l two, l three. I think, like, one of them is a $100.
18:59One's, like, I don't know, 300. One's, like, a mil or some bullshit like that. And it's like, imagine getting somebody pay you a million fucking dollars for consulting.
19:06Just straight to the bottom line, like, 1,000,000. Like, what the fuck? You know what I mean?
19:10Like, that's insane. It's so fucking nuts. I'll probably be able to do that at some point.
19:15I just don't work as fast as Remozy. I should. But maybe in a couple of years, like, I'll be able to get someone to pay me a million dollars for fucking consulting.
19:21Right? But, again, it's just high ticket maxing. Right?
19:23Okay. So fourth component I wanna talk about is slow and steady
19:27maxing. Going back to kinda how I this video off, I was saying, like, a lot of people wanna blitzscale themselves to a million dollars a month to say they got to a million dollars a month, and they do it by spending $700,000 in ads, and they fucking take home, like, $10 in profit.
19:42It's like, again, what the fuck was the point? It's like, normally, what happens is if you try to scale too fast, you're doing the literal opposite of, like, cash flow maxing. So, like, this whole video is about cash flow maxing.
19:51Like, cash flow maxing effectively means just profit. So, like, I try to convey this to a lot of people where it's like, dude, the idea that you're, like, you're at 10 a month or 20 k a month or 30 k a month or 100 k a month, and you're like, I need to be at 1,000,000 a month this year or the next, like, six months. And it's like, did you just end up doing so much shit that, one, burns you out, destroys your profit, just, like, just fucks the whole business up, makes it super unenjoyable.
20:11It just, like, ruins your life. What was the point? It was all for you to try to do it way too fast than what you're personally able to handle.
20:19I started my first agency in 2018. That was when I first started, like, social media marketing, like, I started, like, to sell random shit to businesses. So it took me eight years to get to 1,400,000.
20:31And I think a lot of people, like, they start, and it's like they think they have to hit it in, like, year or two. It's like, bro, like, it is abnormal to grow a company, like, 30% a year.
20:40Like, growing a company 30% a year is so healthy. It's so, like, crazy healthy while, like, increasing the profit as well and the profit margins and, like, you continuously
20:51take home more a year. Like, the barometer of whether you're doing good is whether the amount of profit on your tax return that you put as your take home profit, like, you file as your income per year is increasing. Bro, if that is going up 20 or 30% a year, you were doing just fine.
21:06Like, I fucking promise you, you are doing just fine, and you have absolutely nothing to worry about. Stop always looking at the monthly results, and look at the quarterly results. Like, are you growing quarter over quarter in revenue and profit?
21:18Are you sacrificing a substantial amount of profit to increase revenue for absolutely no reason? Like, it's okay.
21:25Like, you might be saying, no. I'm gonna ramp up ad spend to get a lot more customers. Well, okay.
21:29That's fine. But are you executing operation LTV maxing to capitalize and actually extracting the profit from those additional quantity of customers?
21:38Are you successfully executing operation brand maxing in order to be able to get these people to actually have an increased probability purchase these additional products for you? Are you executing operation high ticket maxing in order to be able to extract a significantly higher quantity of money from the people who can afford to pay?
21:55Like, unless you're doing all of these components inside of cash flow maxing, then you spending more money to increase your revenue for no reason at all is completely retarded. One of the reasons why I think a lot of people fuck this shit up is they're operating under the idea, like, I'm gonna sell my business. You're not gonna sell your business.
22:12You're not selling your company. You are never going to sell your company in your life. You're never gonna sell any entity ever.
22:17Some of you will. But, like, operate under the premise that you are literally never going to sell your business at all ever. No one's gonna buy it.
22:25It's not gonna happen. Now it's very interesting because people do this shit. You hear this from people who've, like, never sold a fucking company at all.
22:30It's like, I don't wanna do that because there's no enterprise value in that. It's like, dude, why the fuck are you talking about enterprise value?
22:36You make no money. Like, if your company doesn't profit anything, it's not fucking worth anything. You have a higher probability of being able to sell your company if it's profitable than if you're doing everything with enterprise value and you make no fucking profit.
22:49Like, you're not you're not a VC backed software business in, like, the AI space. You're not. You're you're a fucking dude selling a service business.
22:56You run an agency. You're not selling your business. Like, you look at that just like, bro, you're not.
23:01Like, so just stop operating under the premise that you are. Oh, I can't do that because there's no enterprise value in it. Like, please shut the fuck up.
23:08There's, like, these two kinda, like, avenues of, well, I can sacrifice, like, three years of my life or five years of my life and really go hard and be able to exit this business and take home, like, 10 or $15,000,000. Yeah. Or you could just be profitable the entire time and be rich, like, forever.
23:26Like, be rich as you're doing it. I'm gonna grow this as fast as I can for ten years and be fucking broke and miserable the whole time. It's like, this is so stupid.
23:33Or you could just make hella money, profit max hella hard, cash flow max hella hard, live like a relatively chill lifestyle, like do whatever the fuck you want, invest to like hella excess of that cash flow into the S and P 500, and just like become rich really slow and for sure. Stop trying to like make your business like a fucking lottery ticket where it's like, I'm gonna sell this for 10,000,000.
23:54You're not. Just a reality check there for you. Like, you're not selling your business.
23:58No one's buying your shitty fucking company that makes no profit. It's not happening. It really just isn't.
24:03Like, stop operating under the premise that, like, someone's gonna purchase it. Like, no one is doing that. Okay.
24:07So we've talked LTV maxing, brand maxing, high ticket maxing, and slow and steady maxing. Right? These are all the components of cash flow maxing.
24:16CTAThe purpose of running a business is to make money. To do anything else beyond that is completely retarded. Why else would you run a business beyond to fucking take home, like, $50,102
24:25CTA$100 a month in, like, personal take home income? Like, what else is the fucking purpose? Everything else is stupid.
24:29CTAThere's a huge array of different people across different life cycles watching this video right now. So you may be a beginner. You may be more advanced.
24:38CTAI have a whole ton of shit I'm gonna leave at links in the description. Like, if you're below 30 k a month, like, you should probably just join AI assisted agency. What does that mean?
24:46CTAWhat the fuck is an AI assisted agency? So it's like, I'm gonna teach you how to sell a marketing service, get clients, manage clients, and how to fulfill the service by using AI.
24:56CTAYou don't need to know how to fulfill for clients to join this. Like, we're gonna teach you how to do that and how to build, like, hella AI systems around it to make the shit significantly easier than it ever was ever possible to do before. I have a fucking shit ton of case studies.
25:09CTAI regularly try to hammer the fuck out of showing people, like, exactly how many case studies we get because we are better at getting people results than any other retard in this industry at all. So, like, if you're thinking about you're a beginner and you're trying to, like, decide, like, which things should I buy? Like, it's probably mine.
25:22CTAGenerally, all my competitors are trying to sell something similar to me are retarded and get zero client results. So, like, you should probably just join mine. Like, no bullshit.
25:29CTALike, you actually probably just should. It's better. Now for everybody above 30 k a month, you probably just need to scale with ads.
25:34CTAIn which case, like, I'll leave a link to join my mastermind Olympia. You can watch, like, the VSL for that and whatnot. If you wanna talk to me just one on one, you could buy a one on one call with me.
25:42CTAI'll leave the link to that in the description. You might wanna just watch other videos of me on YouTube. Like, I'll leave specific playlist in there.
25:48CTAI'll leave some, like, courses I've made on YouTube in there, you can consume that shit. But if you go to any of those funnels and you opt in on them, you'll be on my email list, and I send, like, five emails a week, like, value based shit that's, like, generally of the quality of the type of video that you literally just watch from me.
26:02CTAYeah. You can check those check all that shit out. I do a bunch of challenges and workshops.
26:05CTAWe do them kinda sporadically, so I'll leave those links in the description as well. You might have to get on a wait list for one. So if you see one open, like, you should probably just join it.
26:13CTAThat's it for this one, lads. Leave a like, comment, subscribe if you have if you're watching this, and it literally it says subscribe. Like, just touch the subscribe button.
— full transcript
§ 05 · For Joe
Revenue is the scoreboard nobody should be watching.
WHAT TO LEARN
Take-home profit and revenue are two separate numbers that frequently move in opposite directions, and conflating them is the most common way service-business owners stay broke while looking successful.
- Acquiring a new customer is the expensive part of the equation; every additional product sold to that customer arrives with near-zero acquisition cost, making product breadth the highest-leverage growth move for any established business.
- Content is not free marketing -- time and editing have real costs -- so every creator has a CAC even without running ads; the question is whether that CAC is acknowledged and optimized.
- Cold traffic offers and warm traffic offers are structurally different products requiring different architectures: cold needs a tight, refundable promise; warm needs existing trust built over time.
- A higher-priced offer and a lower-priced offer in the same category frequently carry identical acquisition costs, meaning the ROAS difference is entirely a function of the price you chose to charge.
- High-ticket sales cycles of 10-30 days produce ROAS numbers that look catastrophic at day 7 and excellent by day 60 -- most operators abandon the test before the data is valid.
- 30% year-over-year revenue growth paired with increasing profit margins is a better business outcome than 200% revenue growth with declining margins, regardless of what headline metrics suggest.
- The decision to scale ad spend faster than your LTV, brand equity, and high-ticket infrastructure are ready destroys the profit that slower growth would have preserved.
- Service businesses are almost never sold; optimizing for enterprise value at the expense of current profitability trades a real compounding benefit for a highly unlikely future event.
