The Authority Advantage: How to Dominate Your Industry | Bedros Keuilian | EP 46

Speaker 1 And so it's form a lake to go from generalist to specialist to expert to authority celebrity.

Speaker 1 And the higher you can climb up on that ladder, the more money you make, number one, like the more you can charge for your product or service, the less objections you get,

Speaker 1 the easier it is to close the sale.

Speaker 1 It's crazy. And so I share this with you because you're absolutely right, man.
If you could create authority, you are now creating a category.

Speaker 1 I wouldn't say category of one, but a category that is so, it has has so little competition. That's right.
It's busiest in this whole generalist course. It's packed, the competition's steep.

Speaker 1 Everyone's competing on lowering their prices because you're a commodity.

Speaker 1 And if you're lowering your prices, by the way, to compete with your competition, like I'm here to tell you, no one wins the race to the bottom.

Speaker 2 What is up, Entrepreneur DNA? God, this is going to be an incredible episode.

Speaker 2 A new friend of mine, and I already know how close we're going to get, Pedros Coolian is here, and this man is doing over $200 million a year in revenue on just one of his businesses, and he has seven, but he's in the house.

Speaker 1 What's up, my guy? What's up, man? Thank you so much for having me here.

Speaker 2 Dude, you had to come from California.

Speaker 1 I feel a little bit bad, but maybe I don't.

Speaker 2 It is Miami.

Speaker 1 I travel well, and I like Miami and the food and the scene.

Speaker 1 That's right. Yeah.

Speaker 2 Well, if you guys don't know this man, you need to make sure you follow him on all platforms. Instagram, YouTube, Facebook.
It doesn't matter. You make so much impact.

Speaker 2 I had the privilege of first meeting you a year, maybe two years ago in San Diego. You did an incredible keynote speech for our mutual friend Kent Clothier's boardroom.

Speaker 2 But, guys, this man, if you're in business in any way, Pedros will make an impact on you beyond belief. I promise you that.
Make sure you are following him.

Speaker 2 I want to do two different things. There's two different subjects that I want to ping on today.
I want to know

Speaker 1 your

Speaker 2 idea, thought process, and ideology about a brand.

Speaker 2 Because I have now been so firmly committed to understanding the more I care about my brand, the more impact I make, the more impact I make, the more money I make.

Speaker 2 Let's start with brand building.

Speaker 1 I think that's a great place to start. So on the product brand building, you can think of Coca-Cola and Nike.
They both give you a certain feeling. They both give you an idea of

Speaker 1 the athletes or the celebrities that they're associated with, right? Because Nike has athletes, and if you like those athletes, you feel some level of commitment or connection to Nike. Totally.

Speaker 1 Coca-Cola, you know, during the holidays, they have the Santa Claus with the polar bear, and everyone just feels warm and fuzzy.

Speaker 1 No matter how degenerate your family was and, you know, defective your family Christmases were, everyone feels warm and fuzzy about Coca-Cola during the holidays, et cetera, because they've learned what works for them.

Speaker 1 And so both Coca-Cola and Nike have a brand, and the brand gives you a certain feeling, and that feeling makes you feel connected to them.

Speaker 1 So we know what that kind of brand is, but let's talk about personal brand.

Speaker 1 I think that's probably where you're headed with. And

Speaker 1 you think about

Speaker 1 Ford,

Speaker 1 GM,

Speaker 1 Dodge. And if I asked you, hey, Justin, tell me the CEO of either Ford, GM, or Dodge right now.
Can you tell me? No chance. No chance, right?

Speaker 1 And would you agree that they're part of the three legacy American car companies?

Speaker 1 They're in the fabric of the the united states for sure all right uh what about tesla do you know the ceo of tesla i happen to know that guy right yeah elon musk elon musk yeah it's for that reason that tesla runs no commercials whatsoever zero advertising and they sell more electric cars than all three of those brands combined right so there's a man who's built a personal brand we love him we feel like we know him we trust him if our ideologies align right and therefore we will buy whatever it is that he's selling.

Speaker 1 Are there better electric cars out there? Absolutely there are. But the dude came from

Speaker 1 software and engineering. Like he does not have an automotive background.

Speaker 1 And he has created one of the biggest and most profitable vehicle brands simply because of the personal brand that he's developed. And on the back of that personal brand,

Speaker 1 we're now listening to him where the elections are concerned.

Speaker 1 We're invested in Neuralink. We're invested in

Speaker 1 Starlink. Starlink.
We're invested in his SpaceX program where they can catch rockets back.

Speaker 1 How cool was that? Right. The boring company that's now boring a hole, a tunnel from LA to San Francisco.
And we've accepted Elon as

Speaker 1 the modern-day

Speaker 1 hero. Yeah.

Speaker 1 A real-life Avenger. Yeah.
Superhero.

Speaker 2 Legit.

Speaker 1 Yeah. Yeah.
Yeah.

Speaker 1 Because of how he shows up on social media. I mean, he's mainly used social media as his platform.
And he was like, you know what?

Speaker 1 I'm going to do something great for this country that's given me such a great life. I'm going to buy Twitter, turn it into X, and expose the corruption that was going on there.
That's right.

Speaker 1 And so all that to say, and by the way, another person that we can look at is The Rock.

Speaker 1 And I love the guy.

Speaker 2 I'm just going to put it out there, bro. I'm just going to be real.
I think I have a man crush on that guy.

Speaker 1 There you go.

Speaker 2 I'm not even bullshitting.

Speaker 1 a lot of people do yeah and the reason is you could relate to him the average guy the regular guy can relate to the rock because he'll make a video at one o'clock in the morning from the iron paradise his gym and he's like man had a long flight in after filming this movie we wrapped up but you know we don't stop got to get that workout in otherwise it wouldn't be the same no doubt right and he talks about you know living on his mom's couch having only seven bucks in his In fact, that's the name of his production company, seven bucks production, because he only had seven bucks in his bank account.

Speaker 1 But all this to say that that he knows how to relate to people.

Speaker 1 He doesn't have an Oscar. He's never won an Emmy.
He's never been the greatest wrestler of all time. We can think about 20 different wrestlers in WWE above him.
And trust me, I followed him.

Speaker 1 I loved WWF and then when it became WWE. I share this with you because I'm not shitting on the rock.

Speaker 1 In fact, when he was following people on social media, he recently deleted all his followers or his follow, who he was following. But I was one of the handful of people he was following.

Speaker 1 And we exchanged DMs. Good dude.
But I share this with you because while there's nothing super special about him, he's become super special because he knows how to build a personal brand.

Speaker 1 And he didn't want to just trust the gatekeepers

Speaker 1 in the movie industries or the talk show hosts or whatever. So he's like, you know what? I'm going to get people's attention.
I'm going to get them to know, like, and trust me.

Speaker 1 And then they're going to drink the tequila that I sell. They're going to wear the shoes that I promote.
They're going to wear the clothes that I, and then the movies and then the.

Speaker 1 you know, the water, Voss water, like whatever it is that he does, you're going to drink it, eat it, watch it, consume it because it's the rock. And if you love him, you'll love the products.

Speaker 1 And people don't realize that there was a time that a personal brand could not be developed because social media did not have the reach that it does today. That's right.
You would have to wait.

Speaker 1 Like 10 years ago, 15 years ago, I would tell coaching clients, I would say, hey, wouldn't it be great if like ABC, NBC, CBS, the morning show, Good Morning America, the late night show with Conan O'Brien, if they all invited you on their show, they go, yeah, that'd be great.

Speaker 1 Why would that be great? They go, well, because I'd be known worldwide,

Speaker 1 exposure. And then if you're known worldwide, what happens? Oh, my products and services sell at a whole new level.
And then what happens? I have a whole new life. Cool.

Speaker 1 Well, you could do that now through YouTube, Instagram, TikTok, Facebook, podcasts.

Speaker 2 Podcasts, right?

Speaker 1 What we're doing right here. Right now.
You become a celebrity. You get to see who people are and how they operate.
And you make that decision whether you like them or not.

Speaker 1 And if you choose to be on the side of liking them, then you'll buy anything they sell. Right.

Speaker 1 And it's the personal brand is so understated today and i think it's going to be five more years before people really get it but guys like you and me and many others realize the value of it because in being an influencer is gone yeah it's it started off with macro like the celebrities were the influencers then it was like macro influencers and then it was influencers and there was micro influencers and now there's nano influencers and if anyone knows that means the fuck i don't know either but if everyone's an influencer no one's an influencer that's right right but if you're a brand if you've branded yourself as someone that is known liked and trusted in a industry for a specific thing, whatever the thought is, real estate, fitness, health foods, supplements, exposing corruption, whatever your thing is, if you're known, liked, and trusted, people will buy the craziest shit from you.

Speaker 1 I mean, look at Ben Shapiro and his business partner.

Speaker 1 They're conservative. They talk about what's going on in the news, but then they sell Harry's razors.

Speaker 1 Like you could sell a razor to shave with. You don't have to be a hair expert.
That's right. They're not.
In fact, I don't even know if Ben Shapiro can grow facial hair. That's right.
Right.

Speaker 1 And I share this with you because the brand is most important. Well, and

Speaker 2 as simple as this is, if you look at this man's lid,

Speaker 2 you have your brand on yourself.

Speaker 2 Right. I mean,

Speaker 2 I want to do a deep dive on this because I've become more and more passionate about this. Right.
One of the reasons why I'm so passionate is I have two separate podcasts, The Entrepreneur DNA.

Speaker 2 I launched it this year. I've immediately been in the top 10 of entrepreneurship on Apple since I launched.
Oh, yeah.

Speaker 2 But that has created an opportunity to create the brand. Why?

Speaker 1 Apple is worldwide.

Speaker 2 Someone in China could technically be listening to this.

Speaker 1 Probably won't understand it, but they could, right?

Speaker 2 But that also started just like you. You have a story of you're doing 200 million in one of your verticals right now, but it wasn't always that case.

Speaker 2 So I started the science of flipping podcast 11 years ago.

Speaker 2 For 11 years, I've been doing a podcast with no really light at the end of the tunnel, but I believed in what we're talking about today. That's why I'm so passionate about this.

Speaker 1 Because

Speaker 2 11 years of work with no real direct income per se from it, I mean, I got coaching clients and stuff, but nothing right.

Speaker 2 Then led me to create this episode, this podcast, which has led to massive brandability.

Speaker 2 I've now taken the number one seat on investing on Apple for that podcast, which has led to the most amazing opportunities. And that's that your perspective is dead on is not to be an influencer.

Speaker 2 I'm not doing this to, and neither are you to be an influencer.

Speaker 2 We ask, we get, we speak on similar stages, that kind of stuff. Great, fine.
But it's about the brand.

Speaker 2 And that's the important part of what you guys are saying. And people need to understand, it isn't hard these days.

Speaker 1 No.

Speaker 2 I say it in a way, and I want to hear your perspective. You know, the know, like, and trust, we get that part.
That's why people buy from you. They need to know you, like, you, and trust you.

Speaker 2 But it is very easy for you to do that these days. And I tell my clients, typically real estate clients, all they need to do is, who are you? What do you do? And then know what you're looking for.

Speaker 2 So if you just turn this little guy on and go through your day and say, hey, like I just did, hey, I'm here with Beidros today, da-da-da-da-da, now they know I'm with you, right?

Speaker 2 I'm not doing anything special. I'm not making a sales pitch, but now they can recognize a connection to me and you.

Speaker 1 Does that make sense? That's exactly it.

Speaker 2 What would you advise people? Like, do everyone have to go start a podcast like you and I have? Do they, what would you tell them to do today to start branding themselves?

Speaker 1 You know, I've seen people recently, several of my friends, actually project graduates, are doing this like 30 days of one-take videos on social media.

Speaker 1 These are guys that have gone through a experiential event that I run called The Project. Yeah.

Speaker 1 And

Speaker 1 I'm with them 75 hours straight during the project. Like, there's not a lot of sleep.
It's a lot of deep, meaningful, intimate work with these guys.

Speaker 1 And I'm seeing them go through this 30-day

Speaker 1 make a video, one take, and post it up on Instagram. If you don't, you have to start all over.
Like, if you miss a day, you start all over.

Speaker 1 Bro, people, dudes that I know intimately personally, who I consider like as close to me as a brother, I'm learning new things about them.

Speaker 1 Right? I feel in the minds. Crazy.
And I'm learning new things about them. And I'm seeing, like, oh my God, I like Isaac even more.

Speaker 1 Holy shit, I didn't realize Christian works on those types of cars as well. I just thought he worked on that type of car.
That's right. I didn't realize that he actually builds race cars.
Wow. Right.

Speaker 1 And so as

Speaker 1 people think like you have to go all in on a brand, let me start a YouTube account. Let me go like across every podcast platform.

Speaker 1 And I think the human brain, when we get a little scared, we like to complicate things. And so we go, if I complicate it, I won't have to do it.
Or at least I can spend time doing tactical research.

Speaker 1 Tactical research is just researching until there's no end to it. That's right.
Because it's just, I'm going to gather information, gather information, gather information.

Speaker 1 It's a tactical way of avoiding doing

Speaker 2 that.

Speaker 1 That's right. So forget the podcast.
Forget the YouTube channel right now. Forget all that.
Just go every day,

Speaker 1 not a live video, but every day, one take video. I don't know who started this challenge, but good for them.
I think it's the most brilliant thing ever.

Speaker 1 Because if you talk about the things, like, for example, who are you? What do you stand for? And what do you do? Most people don't even know that. They don't.

Speaker 1 So, you know, like someone's like, hey, if you like Kamala, great. Hey, my name is Bedros Coolian.
I like Kamala Harris. For the record, I don't.
So don't send me thumbworks. Please, please.

Speaker 1 But hey, my name is Bedros, and I'm a big fan of Kamala Harris. And this is why, and this is what I do.

Speaker 1 You start talking about these things and why you like Kamala and what you do and where you came from and what your history was, and why your dad chose to move to California because I'm an immigrant to this country.

Speaker 1 We moved to California. And all of a sudden, people started going, oh, you know what? I'm an immigrant.
I may not be from the Soviet Union, but I'm an immigrant.

Speaker 1 So all of a sudden, there's a connection point. Yes.
You know who Dan Kennedy is? Yes, I do. So Dan Kennedy once talked about, he goes with his grumpily, grumpy smoker's voice.

Speaker 1 He goes, do you understand? He's telling an audience of like a thousand people this at 11 o'clock at night. And I happen to be in the audience.

Speaker 1 And he goes, do you understand why I tell everyone about my smoking addiction, my alcohol addiction, my four divorces,

Speaker 1 my three bankruptcies, and then whatever the fifth thing was. And he talks about every one of those things in detail.

Speaker 1 He goes, because right there in the audience, there's someone, there's a whole bunch of you that are going through a divorce,

Speaker 1 addicted to alcohol or smoking, that are going through some kind of financial crisis. And if I can connect with you, I can take your money from you.
And he was very direct. And so that's how he talks.

Speaker 1 That's who he is.

Speaker 1 But he says, if I can connect with you, I can can take your money from you now obviously he means in exchange for value right that's right not the kind of guy who just take takes someone's money but i share that with you because if you can just take pick one platform whatever platform you happen to be great at it could be tick tock could be youtube shorts like start a youtube account but just do shorts yeah there's people that have built like i have another one of my businesses called the squire program i had my i'm gonna call him my adopted son for lack of a better word this 10 year old black kid uh well he was 10 year old he's 29 years old now oh and uh his mom was a personal training client of mine his name name is Leighton.

Speaker 1 He was 10 years old and he'd come to the park and she did the boot camp with me at the park and he would skate around. And one day I'd go, her name is Toy.
I go, Toy, who's that?

Speaker 1 She goes, that's my son. I go, why do you bring him here? It's so early in the mornings.
She goes, well, after boot camp, I drive him to school. I go, well, can I meet him?

Speaker 1 She goes, actually, I'd like that because his dad is in prison and I'd like you to meet him and be a male influence in his life if you don't mind.

Speaker 1 So today he's 29 years old and he runs one of my companies called Squire Program. It's the father and son rite of passage experience.

Speaker 1 We have five locations now in five different states, one of them being here in Florida. I share that with you because

Speaker 1 I had him create a YouTube account and I was like, Layton, just put up meaningful, cool, awesome videos from the Squire events that we run. And he put up a just shorts, just shorts.

Speaker 1 The third short that he put up was a father and son going into an ice bath together because we get horse trots and we put ice water in it, like 10 of them.

Speaker 1 And fathers and sons go in and they have to stay in there for 10 or three minutes. And as you know, the fathers can probably handle it, but the sons are like, oh my God, this is cold.
I can't do it.

Speaker 1 It's 34-degree water. Yeah.
That's cold. Yeah.
And the dads have to talk the sons into like, hey,

Speaker 1 got this. I believe in you.
I love you. You have what it takes.
Right. And so you see this African-American father and son having that dialogue.
The son literally stands up, sits back down again.

Speaker 1 He's like, No, dad, I can't do it. The dad's like, son, sit down.
You can't do it. I'm going to tell you a story.
And so it's a very meaningful thing.

Speaker 1 And Layton being black, he's filming this thing and he knows that it's going to work. Third short that we put up on YouTube Shorts got us 132,000 subscribers.

Speaker 2 No kidding.

Speaker 1 So I share this with you because think how many people related to that video.

Speaker 1 How many of them were the target audience, dads,

Speaker 1 and how quickly it helped drive more traffic to the Squire program after that? Right. Now, since then, we've created long-form content on SureTube, etc.

Speaker 1 But we chose the platform of YouTube and it was two videos, two shorts a week, every week.

Speaker 1 And so I tell everyone, like, just pick a platform and put out content that tells people who you are, what you do, what you stand for.

Speaker 2 I couldn't, that's everything I echo. And in my space, obviously, more in the business, entrepreneur, and like financial literacy side.
So if for real estate, like if you are analyzing a property,

Speaker 2 video yourself in your screen saying, I think this could be a good property. I think it's a good flip, not a very good rental.
Here's why. And video, post it.
You didn't do anything.

Speaker 2 You didn't sell anything. But now people know you're doing real estate.
You're into real estate. You're a real estate investor.

Speaker 2 You will get a lot of people be willing to lend you money, which is the biggest, like, how do I raise money, right?

Speaker 1 Yeah.

Speaker 2 Because they know what you're doing.

Speaker 1 Bro, even beyond that, and that's such a good point. And look what you did.
And I think this is just factory installed for you. And so, but I want to

Speaker 1 really touch on this for your audience in case they didn't catch the brilliance you just threw out.

Speaker 1 You just said you video a video, you video a property, and you go, I think this would be a better flip than a rental, and here's why, and then you post it. And you just said it so matter of factly.

Speaker 1 Right. What you did there, let's say I'm a brand new real estate investor.
I'm like, shoot, how do I know if this property I'm going to buy, if I should rent it out or flip it, right?

Speaker 1 Well, Justin just put up a video on that. Right.
What did you do? You just added value to my life for free without asking me for anything. And one of the highest forms of currency is goodwill.

Speaker 1 That's right. It's goodwill.
When you fill up the goodwill bank account, as a byproduct, the money bank account overflows.

Speaker 1 Problem is most people go, hey, I'm a fat loss coach. I'm a real estate coach.

Speaker 1 If you want to learn how to flip homes or you should need to decide whether you should flip it or rent it out, reach out to me. Well, okay, that's a pitch.
That's right.

Speaker 1 But if you just put out value and content, because you're doing it anyway. Right.

Speaker 1 And now someone's like, man, this guy's giving me so much that when he decides to make an offer for real estate coaching, I'm going to jump on board.

Speaker 1 And Robert Cialvini wrote the book on it, The Six Weapons of Influence.

Speaker 1 One of them being coming with the giving hand, coming with value first and building reciprocity, right?

Speaker 1 Because if you add so much value to my life that now I've got three, four homes that I've got under contract, when you launch a coaching program, I'm like, bro, I'm all in.

Speaker 1 Your free content made me money.

Speaker 1 And if I pay you, amazing. So in addition to building a brand, it's the easiest low-key marketing strategy on the planet.

Speaker 2 It is. And that's why I tell people to go do it because it's like, let's just move out of a real estate investor.
Let's say realtor.

Speaker 2 If you just are going saying, hey, I'm going to hold an open home this Sunday, 123 Main Street, whatever.

Speaker 2 Well, now that people are watching you do these things, and who are they going to think about if they're thinking about listing their property? You're not saying, list with me.

Speaker 2 You're just saying what you're doing.

Speaker 1 Right.

Speaker 2 The company, obviously, we can talk a little bit about it, but you've built a $200 million a year company.

Speaker 2 People know what you do and what that company is about.

Speaker 1 Right.

Speaker 2 So when they think of fitness, they're thinking about this company. Yep.
Right.

Speaker 2 I mean, that's, that's the point of all this is when they think about whatever it is you're doing, you just want to be at the top of the list of you're in that thought process.

Speaker 1 And, and, and with that, you have to show also, because people go, well, how much content can I give out? Like at some point, like I'm running out of content ideas. Well, that's great.

Speaker 1 But what else do we watch social media for? For entertainment. It's not just how-to how-to content.
There's also entertainment. There's also inspiration, right? Totally.

Speaker 1 So is there a way that you can entertain someone?

Speaker 1 Is there something that happened when you bought a rental property and then you went and you looked in the basement and you're like, oh my God, they got a full-on pool table here.

Speaker 1 And I looked it up and the pool table is from the 1960s. And as it turns out, when I looked it up, Al Capone had one like this in his basement.
Like you could just full-on find something.

Speaker 1 And people are going to watch that. Yeah.
And you just made that up off your, and I'd be like, my head. What's Bager's talking about, right? Like, I would, yeah.

Speaker 1 So at one minute, this was just a house, next minute, it's a house with a basement that has a like this artifact in it that connected to our component, and then you go totally.

Speaker 1 And so, there's an entertainment factor, and there's also inspiration. And so, when we're talking about Fit Body Boot Camp, my franchise, and we have hundreds of locations from Canada to the U.S.,

Speaker 1 we're not just talking about what a great business model it is and why people should consider it as a business model.

Speaker 1 We're also, and to people who I want to sell a franchise location to, we showcase, hey, here's Meredith. She's lost 60 pounds, dropped 12% body fat, and she's no longer on her hypertension medicine.

Speaker 1 And here's a before and after. And on the next story, you're going to see a 60-second video of her talking about her experience.

Speaker 1 And people go, why does that help you sell more franchises? It's because you put yourself in the franchise location owner's shoes when you're watching that.

Speaker 1 And you're like, I could have that impact on someone through a Fit Body Boot Camp. So it's impact, inspiration, how to, right? Like solve people's problems, how to.

Speaker 1 And then case studies are massive as well. Before and after, like, I built this house, it looked like this.
Now it's this. I bought it for this.
Now I could sell it for this.

Speaker 1 Why it was going to rent for this, but after adding a new kitchen and remodeling the bathrooms, it could rent for this. That's right.
People love transformations.

Speaker 1 There's so much stuff we can put on social media that can help build a brand and it gives people knowledge, inspiration, content, motivation. And if you can do that, you've built your personal brand.

Speaker 1 If you build your personal brand, they will buy from you.

Speaker 2 I hope you guys see the intellect of of this man, but it's not just intellect, dude. Your work ethic, like make sure you are following him on all.

Speaker 2 If you are into fitness, go follow Fit Body Boot Camp. Like this is incredible.
I want to leave with one thing, get your perspective, and I'm going to change subjects on you.

Speaker 2 I did a keynote speech in Milwaukee, Wisconsin.

Speaker 2 And it was actually my first standing ovation. And I'm sure you've had plenty of those, but for me, that was the first time.
It was a couple years ago. And it felt great.

Speaker 2 But what got them to actually realize the value of what I was talking about is I talked about how they need to be building credibility, influence, and authority. I call it CIA.

Speaker 2 And if you could do that, you can go sell anything in the world.

Speaker 2 And I related it back to this because what I saw them doing is people taking pictures of me, videoing me, and everything. I said, guys, stop.
That is very cool.

Speaker 2 And putting me together with you creates some level of credibility. But now, what you need to do is do this pointing at yourself.
So, you can be the authority and create influence, right?

Speaker 2 I think that, and whether you want to kind of lay into that in terms of an agreement or not, I think that's what all people in an entrepreneur, being that this is the entrepreneur DNA, need to do.

Speaker 2 I don't care if you're a software company, if you aren't credible in creating influence and authority, that you are the best damn software company ever,

Speaker 2 you're just not going to do nearly as well.

Speaker 1 Yep.

Speaker 1 So

Speaker 1 I will tell you a story that literally

Speaker 1 hits the nail on the head about what you said about the A in your CIA, the authority piece,

Speaker 1 and how people completely discount it. So when I do these half-day coaching sessions, so I've got

Speaker 1 before the cameras were rolling, we talked about my domination year coaching program. Entrepreneurs that are making half a million or more per year and want to scale by 10, 20x

Speaker 1 pay me 100 grand to work with me for a year. And they get two half-day in-person meetings with me and then monthly coaching calls and text messages.

Speaker 1 But during their first half-day, one of the things I draw in the conference room that we're in is this triangle on the markerboard. At the very bottom of the triangle,

Speaker 1 I'll write generalist. Above that, I'll draw another line and I'll write specialist.
Above that, I'll draw another line and I'll write expert.

Speaker 1 And above that, the very top of the tippy, tippy, top of that triangle, that pyramid, is authority/slash celebrity.

Speaker 1 And then I'll give them the example of two actual doctors who I know. And I'm just going to use their first names because they're dear friends of each other and me.

Speaker 1 Dr. Dave and Dr.
Ben.

Speaker 1 Now, they're both older than me. They're about 20 years older than me.
And so maybe 25 years older than me. So 50-ish?

Speaker 1 You're a wonderful human God.

Speaker 1 I just turned 50. Yeah.
Thank you.

Speaker 1 Yeah, so

Speaker 1 they're about 50-ish now.

Speaker 1 So they're getting ready to retire now

Speaker 1 in their 70s and they just love working and they don't work because they have to. They work because they love the work they do.

Speaker 1 They're both doctors, but before becoming doctors, they were both on the 74 swim team for the Olympics. So

Speaker 1 incredible athletes. Both went to Harvard Medical School.
We could all agree that it's like one of the best medical schools on earth, right?

Speaker 1 Before going there, they both graduated from Stanford, yet another great university. So Stanford graduates were in the 74 Olympics,

Speaker 1 which is the year I was born, 74.

Speaker 1 They were

Speaker 1 Harvard trained. However, Dave, Dr.
Dave, became a general practitioner. Okay.

Speaker 1 Dr. Ben became a specialist.

Speaker 1 I asked Dave when I met him, I said, How much do you make per year? Because I'm always curious about different vocations.

Speaker 1 It's like, well, I got a doctor, but I don't know how much my doctor makes, right?

Speaker 1 And he's like, well, I went into general practice because I wanted to make sure I can help people with anything. If your foot hurts, your knee hurts, your ankle hurts, your head hurts.

Speaker 1 I can help you with anything. And if you've, you know, diabetes, whatever, he goes, I wanted to help as many people as I could.
So I went and became a general practitioner.

Speaker 1 And he said, at the time, so this was maybe 12 years ago when I met him. He goes, at the time, he was making $134,000 a year.
And I turned to his friend of a million years, Ben, Dr. Ben.

Speaker 1 I'm like, Ben, what do you make per year? He goes, oh, Pedros, don't ask this in front of Dave. I go, how come? He goes, well, I make just over half a million a year.
I go, how come?

Speaker 1 He goes, I'm a thoracic specialist.

Speaker 1 So Dr. Dave is a general practitioner, lowest on that general, right? Generalist.
Yeah. Above that is a specialist.
Dr. Ben is a specialist, a thoracic specialist.
He just works right here. That's it.

Speaker 1 Fair enough.

Speaker 1 If anything in your head, he can't help you with. Anything below your waistline, he can't help you with.

Speaker 2 Like literally like 25% of your body. Yeah.

Speaker 1 That's it. He's a specialist.
And then I realized, okay, if we're looking at doctors, so then you look at a doctor who's been on TV and written a book. They're now an expert.

Speaker 1 So we go generalist, specialist. So the specialist makes more money than the generalist.

Speaker 1 The expert who's written a book on a topic right the topic could be diabetes the topic like actually one of my coaching clients dr gabrielle lyon um

Speaker 1 i know her yeah great human being uh she wrote her book a year and a half ago and i set up her book launch and became a new york times bestseller and we made her into an expert and then i was like hey now you're going to start a podcast and a youtube show and then you're going to other people's podcasts and youtube shows and we're going to make you into an authority and then to make you a celebrity you're going to start having your own events And so it's form a lake to go from generalist to specialist to expert to authority celebrity.

Speaker 1 And the higher you can climb up on that ladder, the more money you make, number one, like the more you can charge for your product or service, the less objections you get.

Speaker 1 And

Speaker 1 the easier it is to close the sale.

Speaker 1 It's crazy. Doesn't matter if you're a real estate agent, if you're a fitness coach, if you're a franchisor,

Speaker 1 it's easier for Tesla to sell Tesla vehicles than it is for GM to sell any one of their electric vehicles. Because you feel like you're buying from Elon, even though he's not there selling it to you.

Speaker 1 You're doing something for a guy who's doing so much for this country and for humanity, right?

Speaker 1 And so you feel a sense of alignment. Like he's made himself into a car authority expert celebrity.
And he's not a car guy. And he's not a car guy.
No. That's the thing.

Speaker 1 And so I share this with you because you're absolutely right, man. If you could create authority, you are now creating a category,

Speaker 1 I wouldn't say category of one, but a category that is so, it has so little competition. That's right.
It's busiest in this whole generalist.

Speaker 1 It's packed. The competition's steep.
Everyone's competing on lowering their prices because you're a commodity.

Speaker 1 And if you're lowering your prices, by the way, to compete with your competition, like I'm here to tell you, no one wins the race to the bottom. No, like no one.

Speaker 1 Yeah, I'd rather raise my prices. and create a category of one up here where I think it's like myself, Ed Meilette, and

Speaker 1 Tony Robbins that charge 100 grand or more for a year of coaching.

Speaker 1 And then down at the bottom, like the $30,000, $50,000 range, there's like a shit ton of people, then I don't want to compete with those people. Right.

Speaker 2 No, I agree 100%. And thank you for kind of, I guess, agreeing with

Speaker 1 validating.

Speaker 2 That's the word. Take so much damn NAD.
And how come I can't think of the word validate? And I know you're big into fitness, so I know you know what I'm talking about.

Speaker 2 That being said, as a weird, are you into or looking into peptides at all?

Speaker 1 yeah in fact totally off topic but i think it'll be a fun conversation yeah uh so i started jujitsu last year at 49 years old congrats you're a man and my body is not as bendy as it used to be when i was in my 20s like oh god okay jiu-jitsu um

Speaker 1 caused a lot of wear and tear on my body sure and i can imagine but i it's the only other thing i could relate it to is just the meathead workouts i do in the gym sure i love it so much and i do all these different physical challenges i do a challenge six weeks at a time

Speaker 1 rock climbing and

Speaker 1 surfing and guitar lessons and fucking salsa dancing and

Speaker 1 jiu-jitsu, MMA, whatever.

Speaker 1 Running. I did a marathon.
I was like, maybe I'm going to enjoy being a marathon. So I trained for six weeks, ran a marathon.
I'll never run another marathon. Yeah.

Speaker 1 Like, I know all these things I won't do. Jiu-Jitsu.
weightlifting and surfing are right up there with me to the very top. Yeah.

Speaker 1 But jiu-jitsu for a body that has not jiu-jitsued before at 49 is very damaging. Shoulders, knees, elbows.

Speaker 2 Well, and you're very muscular, right? So you're probably not the most flexible human, right?

Speaker 1 Has flexibility. And so BPC-157 and TB500, which I believe they call it the Wolverine combo.
Okay. Yeah.
Gabrielle is Dr. Gabrielle is now also my doctor.
She's got me on BPC 157 and TB500.

Speaker 2 Funny the exchange of dollars on that, right?

Speaker 1 Yeah.

Speaker 2 I will tell you, sorry to go on a tangent. This podcast has created that for me.
Think about it.

Speaker 1 You brought her in as a client.

Speaker 2 You are now her client. Yeah.

Speaker 2 The more influence and authority you can bring in, the more dollars are exchanged, the more value gets traded, the more, I mean, it's just amazing.

Speaker 1 You're going to drive the economy, right? That's, that's how you drive the economy.

Speaker 1 People think that I need to acquire as much money in the bank as possible. There's plenty of times throughout my life, like I've gone through phases of my life where I'm...
cash poor, but asset rich.

Speaker 1 Oh my God. And that's the plan is to be as cash poor as possible while being asset rich.
Not to the point where where you're like, oh my God, I'm going to end up homeless. Right.

Speaker 1 But money in my bank account does not really do anything for me other than give me peace of mind.

Speaker 1 And I think the peasant-minded people out there who are used to trading time for dollars like the idea of having money in their bank account.

Speaker 1 So, you know, I need six to 12 months of money in my bank account in case something goes wrong rainy day because fucking great-great-grandpa told him about have money in the bank for a rainy day.

Speaker 1 Right.

Speaker 1 And then there's people like us who are like, I want the least, if I can have just two months of money in the bank account, like if every income source stops, I just need two months of money in the bank account.

Speaker 1 That's right. I haven't figured it out in two months.

Speaker 2 I deserve to go broke. No doubt.

Speaker 1 Because I've got so many assets anyway, I could liquidate them

Speaker 1 and fill up the coffers very quickly. And so I make my money work.
And I say that because I had a general practitioner as a doctor.

Speaker 1 And then when Gabrielle's like, hey, we can optimize your body this way. I'm like, done.
Totally. As you can imagine, my insurance paid for a general practitioner.
Yep.

Speaker 1 Gabrielle charges an obscene amount of money and it's all cash. That's right.

Speaker 1 And I'd rather pay her because she's optimized me to a place that I can operate better on every level, cognitively, physically, mentally.

Speaker 1 It's at such a high level that why wouldn't I do that? Or I could have kept the money into my bank account and played it safe. No, yeah, absolutely.

Speaker 2 So I'll show you my peptide stack that I just got.

Speaker 1 I'm very

Speaker 1 a whole mega stack or what?

Speaker 2 Yeah, pretty much. I mean, some of this stuff, I'm like, why am I even doing this? Like, there's an inhaler C-Max that he just gave me as a new one, S-U-U.

Speaker 2 I mean, I have a whole.

Speaker 1 I'm just curious, like, what is the goal of it?

Speaker 2 Well, so initially, what I wanted to do, so I just had my second kid and I laid in, legitimately laid into the let's eat pizza and ice cream till two in the morning, honey, because you're pregnant.

Speaker 2 And I said, I'm only doing this one more round. I'm going to enjoy this round, right? Because I was like, after two kids, I'm done.
So I did that. So I got a little softer than I normally like.

Speaker 2 I've always been athletic. I've always been in the gym.
So I call a good friend of mine, Will Dennis, says, hey, I have a doctor. His name's Steve.
He's incredible. He has me on this peptide chat.

Speaker 2 You could probably fast forward your ability to get back.

Speaker 1 Yeah.

Speaker 2 Call him. He's like, Done.
I totally get it. You're just trying to reshape.
You're trying to resculpt your body again.

Speaker 2 You know, I was like, I don't need to be Mr. He-Man.
He's like, I get it. His body recomposition.

Speaker 2 So he started me out very slow, kind of more in that fat-burning type of thing.

Speaker 2 And then I said, okay, now I want to get back to having a little bit more weight. And so then he kind of rebuilt the stack.

Speaker 2 And so for me, it's that is I want to optimize who I am every single day, cognitively, physically, emotionally, right, with my relationship to my wife.

Speaker 2 And so for me, it is not about being the rippest, shredded, most, you know, take my shirt off, rip guy, although cool. It's really about can I perform at the highest level, right?

Speaker 2 You have seven businesses, I have four. I'm running all the time.
This is a business, right? This is a full-blown marketing agency for my guests, right?

Speaker 2 And so anyways, it's about optimization.

Speaker 1 Well, that's about it, right? It's performance compounded over time. That's right.

Speaker 1 If we want to talk about like, how am I going to get the most rich and enjoy the most out of life, it is to be at my highest level of performance over the longest amount of time.

Speaker 1 Otherwise, like, well, you know, you see like those random Mr. Olympias.
I don't know if you follow bodybuilding or not, but you don't need to follow it just to understand it. There's some Mr.

Speaker 1 Olympias. So one of my dearest friends, Phil Heath, lives out here, probably 45 minutes from here.

Speaker 2 Everyone should know Phil Heath.

Speaker 1 Fort Lauderdale. And, you know, seven-time Mr.
Olympia. Like, there's a guy that's got a track record.
Arnold had like four or five Olympias. Dorian Yates, I think, had four or five.

Speaker 1 Ronnie Coleman, the King, had eight, possibly.

Speaker 1 But then there's a handful of Mr. Olympias that for one year, they shined, man.
They were Mr. Olympia and they never were able to get that position again.
Yeah.

Speaker 1 The ones that built a lifetime of

Speaker 1 wealth from bodybuilding are the ones that were able to maintain that high level of performance over a prolonged period of time. Those who like took every drug under the sun for that one year.

Speaker 1 For that one year, today, if you go to Gold's Gym in Venice Beach, you'll find them there as personal trainers. That's right.
And it breaks my heart, man, because they're all wonderful human beings.

Speaker 1 Yeah. Wonderful human beings.
But there were other lifestyle factors that they did not

Speaker 1 act on. Sure.

Speaker 1 And factor in. maybe excessive partying, excessive drinking, excessive whatever.
Totally. That led to, hey, you can't ruin your body on jet fuel, high amounts of jet fuel.

Speaker 1 Then you got the pros like Phil Heath who were like, I'm going to keep a super clean life because I know that it takes using a lot of gear over a prolonged period of time. Stamina.
Stamina, exactly.

Speaker 2 Well, you're bringing up something that I really wanted to hit on because I've seen you talk about this before, and I just think it's brilliant.

Speaker 2 And we'll condense in a little bit for the sake of the length of the show.

Speaker 2 Condensing

Speaker 2 time for success. Time collapse.
Time collapsing is imperative because what I can tell you is I've invested

Speaker 2 a million dollars in coaching over my 20 years of entrepreneurship. So I'm always looking for who's beyond where I'm at, who can give me the thing.

Speaker 2 But it's because I'm trying to condense my time. I want to collapse the time to be able to get to a $200 million a year, right?

Speaker 2 And by the way, Pedros has got to be your coach. If you're going to hire a coach, you better reach out to Pedros.

Speaker 2 So let's talk about that concept, right? So people could at least understand that. Because if you just want to do it the hard way, people can get there.

Speaker 2 It just might take someone 50 years to get to a $200 million-a year company where it took you 15. Yeah, does that make sense? So, lay into that.

Speaker 1 I'll give you a great example. I got a dear friend of mine who started off as a coaching client.
Now, we're friends. He was a coaching client for four years in the domination year coaching program.

Speaker 1 He was doing $1.5 million in a solar company, $1.5 million a year in his solar company. We scaled it at the end of the four years to a $50 million a year company.
Sick. Now,

Speaker 1 take me

Speaker 1 when the FitBody Bootcamp was doing $1.5 million a year versus the $200 million in gross revenue that it's generating now annually, it took us 15 years to get there. 15 years now, right?

Speaker 1 And so, but if I look at the $50 million mark, it took me about 10 years to get to the $50 million mark.

Speaker 2 And it took him four years. Right.

Speaker 1 Right? Less than half amount of time. Of course.
Time collapse. Why? Because I went through it and figured it out.
And then I was like, hey, give me money and I will show you the pitfalls to avoid.

Speaker 1 and the opportunities to exploit. And oh, by the way, a good coach or mentor, and you know this, is also well connected.
That's right. Because you've been in your industry for a while.

Speaker 1 And like, again, before the cameras started rolling, you were like, oh, yeah, our good friend Kent Clodier and then our mutual friend Lo Silva. And like, there's connection.

Speaker 1 So if I'm going to pay you money to learn real estate, let's say I don't know real estate and I don't know it as well as you do, not even close.

Speaker 1 So if I'm like, I'm really ready to start investing heavily in real estate, I'm going to hire you, number one.

Speaker 1 And number two, i'm going to be like bro show me all the things i need to avoid right show me all the things i need to exploit take advantage of so i can get to my desired results faster than you that's time collapsing and oh by the way in the process who do i need to know that you've already got relationships with because a good coach will also open up their new

Speaker 1 work absolutely to their clients right and so all of a sudden you're like oh yeah go to kent clothier and do this one fund with him talk to lo silva about this one thing and now you making that introduction if i didn't know lose you making an introduction with loss because i'm your coaching client, just bought me a year and a half, two years of fast-forward momentum.

Speaker 1 That's right. Because it would take about a year or two for me to actively pursue, court, and build a relationship with Los Silva.
100%.

Speaker 1 Or you can just introduce me and say, I co-sign on Bedros, and therefore Los is like, dude, and your friend of Justin's is a friend of mine. How can I serve you? That's right.

Speaker 1 That is the value of time collapsing. And it's a pay-to-play game.
And people are like, well, I don't know. So if you don't know what coach is the right coach for you,

Speaker 1 because I get it, it's also very concentrated and like every industry is full of coaches and consultants and experts.

Speaker 1 And it's so easy to pay 14 bucks a month for the blue check mark to go buy a whole bunch of Brazilian kids who follow you on social media.

Speaker 1 So now you've got like half a million followers and then you know, sign up for some engagement program. So like every post gets a shit ton of engagements.

Speaker 1 So you can't, and then you can just put in your bio that you're an expert and an authority on whatever the thing is.

Speaker 1 And now you're like, crap, I can't tell the guy who's legit from the guy who's a fake and a phony. That's right.
There's only one way to tell him.

Speaker 1 If I'm going to work with Justin, I'm going to be like, bro, that's all great. You want to charge me $100,000 or whatever it is you charge for coaching.

Speaker 1 Can you just introduce me to three people just like me that you've helped get to their desired outcome? And if you can,

Speaker 1 they're going to vouch for you

Speaker 1 through credibility. And I'm going to feel warm and fuzzy.
And if you can't, then that's a red flag that maybe he's not the guy for me.

Speaker 2 Immediately, I think you like you almost gave me shivers on that point because anytime, so I charge 60 grand a year for one-on-one.

Speaker 1 I'll get to 100, I'll get there.

Speaker 1 You know how you get there, right?

Speaker 2 You just ask for it, you just ask for it.

Speaker 1 Exactly, and you're gonna say, You know the answer. Uh, damn it.

Speaker 2 So, uh, you know,

Speaker 2 but it is usual that when I'm talking to the right person, I know they're the right person because they do exactly that. Can I talk to a handful of people that have gone through this process?

Speaker 2 Yeah, and by the way, if anyone ever says, well, no, those are private clients and I don't want to share, do not hire that person. Red flag and some 100%.

Speaker 1 Right.

Speaker 2 But I think that you really hit the head of what I wanted to share here is people want to know what it takes for success. And you and I have been around long enough, right?

Speaker 2 I've been an entrepreneur for 20 straight years. 17 of those has been in real estate specifically.
We've done it wrong enough, long enough.

Speaker 2 I know a lot of the pitfalls, almost everyone, although sometimes I get surprised here and there, in the real estate space.

Speaker 2 And so when someone hires me, I can tell them, here's a pothole you're about to run into. Go right because you're going to hit it.
Right.

Speaker 2 That is the value. That is how you reduce time.
Cause if you hit the pothole, it's an extra year on trying to achieve the thing you're trying to achieve.

Speaker 1 Bro, even more than that,

Speaker 1 I'm sure this has happened too because we've been doing this long enough. And I'm not going to throw any names, anyone under the bus because I'm not that guy.

Speaker 1 But there'll be people who go, hey, B, I'm ready to sign up. I'm like, you're ready to sign up? But just send a DM.
Like, you're ready to just wire 100,000? Yeah.

Speaker 1 How come? They go, you don't remember, but I talked to Layton last year. So Layton also does my sales.
Layton's that young man who I mentored from Definite Field now works for me.

Speaker 1 He also does my sales for my coaching. He goes, I talked to Layton last year and I thought $100,000 was too expensive.
So I hired so-and-so at $30,000. That's right.

Speaker 1 Since then, I'm actually making less money and I'm more stressed. So now they're willing to pay me $100,000 a year later.
So you're right. They lost a year.
Yeah.

Speaker 1 But now I got to dig them out of a deficit. Yeah.
They also lost that $30,000 that they invested in the cheaper coach. That's right.
And

Speaker 1 there's a saying that my dad had,

Speaker 1 and he says, there's nothing cheaper than the most expensive.

Speaker 1 And what he means by that is you buy it once for the, you buy the premium product or service once, and you'll never have to replace it or wonder if you did the right thing.

Speaker 1 So just buy the premium once, whether it's pots and pans. Think how many pots and pans people buy.
They're cheap, and so they keep throwing it away every year.

Speaker 1 Ultimately, you could have bought like one all-clad pan that would have lasted you generations, right?

Speaker 1 Like, there's a, there's a couple, I like fixed blade knives. There's a couple of fixed blade knives that I've had for going on 30 years now.
I'll be passing that along to my son Andrew

Speaker 1 because it's such quality. And then when I was of the old mindset of like, hey, let me just buy cheaper knives.
Like, we can't pass that along. No.
The blade

Speaker 1 is chipped. It's, it's rusted or whatever.
Whatever. Yeah.
And so there's nothing cheaper than the most expensive. One way or another, you're going to learn it.

Speaker 1 You're either going to learn it through regret or you're going to learn the lesson through an investment.

Speaker 2 I love that quote from your dad. Like, I might just take it.
I'll give you and your dad credit, but like, there is nothing cheaper than the most expensive. Yeah.

Speaker 2 I just went to Hawaii for seven days with Kent.

Speaker 2 The trip was not cheap. Yeah.
No. But you know what? I didn't invest in great luggage.
And guess what came back broken?

Speaker 2 Broken. Like wheels falling.
I'm like, what the fuck?

Speaker 1 Right. And in that moment, when you're going through the airport with a frustrated, I'm just like, you couldn't, I will pay $2,000 for this bag right now.

Speaker 2 Right now.

Speaker 2 Like, you know what I mean because you're frustrated anyways I digress brother this has been great dude thank you I want all of you all of you to follow him on all platforms you also have a book yeah yeah my book we didn't get to the book yeah my book's called man up they can just go to amazon and look up man up and they'll find it incredible book please guys you have no idea what you're missing right now and who this man is he's incredible on all levels dude you're you didn't even hear his story and how he grew up and what he's gone through if you have a fucking excuse right now get rid of it because he had every excuse to be a failure, to be another statistic, to suck at life.

Speaker 2 And here you are today, the man we all know.

Speaker 1 So I appreciate you, dude. Thank you.
Appreciate it.

Speaker 2 Right on. Well, if this gave you any impact at all, we know it did.
Share with two of your friends. We'd appreciate it.
Talk to you guys soon.

Speaker 1 Peace.