Pivoting for Profit with Perry Marshall

hey welcome to the publish promote profit podcast with me rob kosberg every week i interview thought leaders and experts who have used the book to grow their income and their impact so tune in weekly for these interviews so you can learn how to use your own best-selling book and go from hunting for clients and opportunities to instead being the hunted all right hey everybody welcome rob kosberg and uh very excited to be with you today for our publish pro profit podcast i have uh actually a friend with me today and uh somebody that i think many of you already know or have heard of mr perry marshall and uh i am going to read a little bit about perry here because there’s so much to say but uh i love the i love the first part of your bio perry perry is one of the most expensive business strategists in the world i love that i know that it’s true and i know where some of that came from which we’ll be talking about that today but your endorsed course by forbes and inc i did not know that you were involved with fanduel of course in fusionsoft i knew that but fanned to a holy cow from helping these companies to go from start up to hundreds of millions of dollars you mentioned the 10 million dollar evolution 2.0 prize which of course we we love that i love the your evolution 2.0 book highly highly recommend it to people your company helped me quite a bit with that project and it was fantastic so thank you my friend you guys got me on a tv station in virginia once so i remember that that was pretty cool and uh and of course you know i mean all of what you’ve done with it is just amazing i mean it’s the world’s largest science research award which is incredible this touches my heart a little bit i think you know but maybe you don’t but i did not know this nasa’s jpl jet propulsion labs uses your 80 20 curve as a productivity tool and my middle son jake works for nasa jpl and uh right out of college he got his degree in math and physics and basically really is a coder and had an internship with a man named kevin hand who actually is a fairly famous scientist he was the guy that went down to the bottom of the marianas trench with james cameron in a submarine and uh very very cool and so this guy just fell in love with with jake my middle son and and he’s been working for nasa for almost three years now which is crazy and cool at the same time and uh anyway uh of course i got to know you originally from your ultimate guide to google adwords and that’s the you know biggest and best world’s best-selling book on internet advertising and so thanks for being here thanks for taking some time we’re going to talk about your new project and what you’re doing which is a phenomenal book that everybody needs to get but uh at any rate uh welcome to 2021 and how did you get out of 2020 you know 2020 actually was a very very productive year for me and i would just generally comment that the people who are that i know that are really committed to excellence and i know that sounds really cliche but i mean people who are let’s say they’re hard ass about excellence yeah like for example darren spindler has a is a friend of mine in wisconsin green bay wisconsin has a pizza restaurant called heartland pizza he’s had his best year ever despite the fact that the dining room’s been closed most of the year no alcohol only take out in delivery wow and if if you go hunt for it i’ve got an interview with him and you can you can hear him explain but by the time you he gets done explaining all of the ways in which he has built excellence into his processes it’s not surprising that business for him actually went up instead of down when the world just like went sideways i’ve had arguably my most productive year wow um despite like i got all the same aches and pains about all this stuff as anybody right right like and helping clients like pivot not all of them have been great like the guy in the trade show business not so great right i don’t know how to carry out and delivery a trade show okay right but like really really i mean this is watching people just maneuver and go okay one thing i know is there’s more problems to go out and solve now than there was before so we’re gonna outside problems like there is money in the world it’s not like it all went away right so i’m gonna go i’m gonna go solve a problem and i’m gonna collect some money and like we’re gonna make things happen and that’s been the prevailing attitude and yeah like my business i mean a lot of my business is live events so i’ve had the same craziness as anybody else yeah yeah and mine as well although i hate to travel as you maybe know a little bit but uh all the live events we’ve done has have always been in my backyard when we were in california at the same time though i’m like why can’t i do a live event just as a challenge or a webinar or fill in the blank i mean aren’t those live and aren’t those events and yes to both of those things and right yep right we had our uh our best revenue net revenue year ever and uh our gross was down slightly but uh you know a little bit of this to do even more amazing things and of course i i want to get to that in just a second but let me uh make a damning admission if i could so i i do quote you quite often and uh you know i’ve been on your email list and a part of the renaissance group and and various things that you’ve done and uh of course on your email list i remembered some time ago and this is years ago you sent an email and i don’t even remember why you sent the email because i just clipped a part of it but you talked about the importance of writing a book and you said that you there were several bullet points that you made and i actually took a clip of it i i show it on my webinar in fact i did a webinar once for you and you may remember i actually showed that clip as well and uh and you talked about you know how you know your income grew 500 percent uh you know when you wrote your first book and a number of other things and and just the the power of a book so i actually quote you quite often i just did a big webinar last week with over a thousand attendees and uh of course that was you know that was my intro along with some dan kennedy stuff which of course uh i know your dear friend and and big fan of dan’s so you know maybe let’s start with the general and go to the specific about the new book you know tell me about why you wrote your first book and then you know did it lead to surprising things for you and and in what ways has it helped you to kind of expand your business in amazing ways or not well the first so tell me how you want to dial in i could tell you about my first first book the first book i’m actually known for yeah you both talked to me the first book was an engineering book right i know the whole story so how about the one you’re known for because that’s your business is ultimate guide to google ads right which is now in its sixth edition and sold about a hundred thousand copies now before that book came out i was a guy who engineer turned marketer who hung out his shingle after 9 11. yeah great timing okay yeah which i didn’t you got to remember it’s actually it’s a lot like covet it was like at the time this seemed like a really bad time to leave your employer it was actually the best time i mean literally i would say 9 11 was when the world switched from job to gig economy beautiful okay yeah yeah but you didn’t know yeah that’s all hindsight right yeah no all i knew i had there was a lady she told me she was a financial planner she said the times of greatest uncertainty are the times of greatest opportunity which is true in fact that’s kind of what we’ve been talking about for the last 10 minutes with you know aaron’s pizza restaurant and stuff it’s like you don’t run away from the burning building you run into the burning building right but you don’t save the building you save the people right right do not save building do not do not use any of your buckets of water on the building just like get the people right love it so what happened was i got invited to speak at ken mccarthy system seminar ken goes who should i get to speak on google ads and i gave him a name and he talked to that guy and the guy turned him down he comes back and he says i think you should speak at my seminar now you got to picture this i’m a guy i’ve been a diligent student of marketing for six years and i’ve done some interesting stuff but i’ve got a lot more in my head than i’ve actually been able to do yeah okay yeah and i was like oh i i’ve heard how this game works i’ve actually i’ve listened to tapes about this okay so i gotta have like when i go to the seminar i gotta have something to sell okay and all of that so gee i guess i’m now in the google advertising education business nice and i have to write like i have to write some kind of a book yeah right which originally the idea was well you know this is going to be a co a course and i’m going to put it in a binder and i’m going to sell it to the back of the room but very within a couple months it was now an ebook that i sold for like a hundred bucks because people were doing that back then that was kind of common thing okay and and the ebook sales took off now what i think is probably pertinent to your readers is the ebook was making money but a strange thing happened i was in a mastermind meeting and everybody naively not really knowing the rules agreed you know i think we should all have wikipedia pages okay and so we all paired up it’s like okay so you write one for him and she writes one for you we were totally clueless about like had no idea how stringent wikipedia is so somebody makes me a page and they put it up there and in a day later it gets tagged and the tag at the top says this appears to be a vanity article about a non-notable person this article will be deleted unless adequate references are added wow non-notable person come on [Laughter] you know rob like i love it so like you got to slow down and really understand what’s happened here because what had happened was a bunch of people in a very particular strand of marketing and like affiliate marketing and certain internet advertising people it was like oh man this is like the hospital oh this is so great right right the world totally clueless okay and like i could go to a marketing seminar like everybody’s like oh you’re perry marshall well i like you know i i would get that yeah okay now again like big fish tiny pond tiny yeah so we’re like oh okay let’s add some references there was not one single standard media mention that any journalist would consider to be real anywhere right nothing and and the wikipedia page came down right there was nothing we could do to save it and i like i had an existential moment it’s like perry okay big fish little pun good strategy that’s a good idea fine so far but you are nobody no body right okay and and do not like drink your own pink kool-aid the only way the world is going to consider you valid is if like you have a book in the bookstore and like you’re quoted in the washington post or or whatever okay and you’re gonna have to go play that game and i was smart enough to realize if i don’t play this game somebody else will yeah and like right now i’m i’m selling this ebook for like 49 97 and i’m making a lot of money but it ain’t going to be long before there is a 15 or 20 book on amazon and they’re gonna go buy that and if you don’t do it first your history yeah yeah and you’re gonna have to do a book in such a way that actually has some longevity so i got an agent and i took this business that like i was making money on these books and it was like i basically cannibalized it and i gave it a book publisher and i said well i hate giving up this income but i am actually going to trade income for credibility and permanence because if i can establish my myself as the lead dog in the main book industry for google ads and not just this weird little cult of affiliate marketing okay which is like the most ephemeral business on earth right right like you’re gonna have to make that trade okay you’re gonna have to buckle down and like make an actual book and like do all this so i did okay and i took a hit in income it’s like all right well i’m gonna have to make it up in the back end make it up on coaching and all this other stuff i could see the writing on the wall you know the kindle was coming out and stuff and so that’s what i did and rob that’s one of the smartest things i ever did in my life i mean the usa today wanted to talk to me a month after the book came out and then i’m in usa today right and then and look being in usda today probably is not going to do you a bit of good in terms of like it’s probably ain’t going to sell any books it’s probably not to get get you any clients but what it does is it credentializes you as somebody who’s actually real like i actually have a wikipedia page now you’re you’re somebody that’s notable now yeah and i’ll even add because of my evolution project some of the wikipedia editors did not like me at all really oh yeah because of the evolution 2.0 stuff right right they don’t like the spin that i put on it and so like you know there’s all these arguments and fights on the top page about it’s like hey man like this guy has way too much street cred and marketing for you to delete him because you don’t like what he’s doing in science right right and so dude like the way that i think about it’s like you’re a tree and you get planted it’s like dude you gotta put down roots yeah you need every bit of credibility that you can you need like if you’re going to be taken seriously as a thought leader then in any medium that the world takes seriously that you can which you know it could be joe rogan i suppose or it could be vsauce or it could be popular mechanics or you know whatever media outlets that the world does actually take seriously you’ve got to have a place in there and like being an author is a really good way to do that it’s pretty hard not to do it if you’re not an author i mean okay joe rogan didn’t write a book right and that’s fine but generally you need that kind of credibility especially if you are like a thought leader if you want your ideas to be taken seriously so yeah i mean it’s been actually quite the adventure it’s it’s a very important part of what i do oh and i want to throw in something else unadvertised okay yeah this book you’re the one that convinced me to do this really yeah well i’d love to hear about that up to that point i had actually been fairly happy with my relationship with my publisher and the the only thing i was unhappy with was the fact that when i sell 80 20 books on my website i still have to buy them from the book publisher with kind of reverse kind of sucks you said we because we were talking on your webinar and you were making a case for self-publishing right he said perry there’s actually really hardly ever any good reason to go with a traditional publisher anymore and i was like

we did self-publish this thing so thank you rob you didn’t know this well thank you for that that’s uh you’re making a beautiful case i mean i i don’t often hear that from people quite frankly about you know the willingness to trade dollars for credibility i love the story i didn’t know that story i knew that you were making money and i knew that you were selling and i i bought one of the first editions of it going all the way back so i knew that but what i didn’t know was the trade-off that you had to make and obviously it was smart but even at the time i bet it was a little like uh is this really a good idea you know i mean who cares if i have a wikipedia page or not but obviously you were thinking much bigger than that well i was thinking much bigger it wasn’t about having wikipedia right i know i know it was a canary in the coal mine it was like perry don’t be a legend in your own mind and get caught up in the in the tiny little echo chamber of internet marketing yeah is you need to be taken seriously way far beyond that and i’ll tell you when you have significant street cred from external sources the whole world really does deal with you at a different level you take seriously in fact rob you would be surprised at how many science doors my marketing background has opened for me for example i was asked to speak at a university a couple years ago and i i go there and the head of the department and one of his professors take me out to dinner and the first question was so how do we get our department to rank on google

it’s awesome this is i mean this is not the conversation i thought i was gonna have with a guy who runs a physics department if you know what i mean that’s fantastic i love it so you know and expertise opens doors and crosses it crosses disciplines yeah yeah so you know whatever in every person listening you’re going to have your own particular eccentric way that you roll in the world and the people that you relate to and the media outlets that resonate with you but you need to take that really seriously love it love it beautiful perry hey let’s let’s talk about this i guess we’ll skip over evolution 2.0 a little bit but if anybody does want to look into that they should it’s it’s fantastic i’ve i’ve read this a couple of times and have gone through several of these steps i love it it’s small like i said before to you it’s one of the most powerful and actionable things i’ve i’ve ever read detox declutter dominate you know you start the book with this uh with your own uh damning confession uh which you know i respect and appreciate because i didn’t that’s the last thing i would think about you i mean you’re the engineer guy right of course you have all of your numbers like on a on a spreadsheet and you know everything that’s going on you know and so i i go okay wow perry’s a real person maybe talk a little bit about that actually okay so so the truth about me rob is as a ceo i mean you call me a ceo because i am you know and i’ve got i’ve got a dozen employees and you know running a company i am more like an artist and a guy dancing on an airplane wing than i am like an engineer with all my spreadsheets and stuff i actually the truth is i struggle to be interested in financials reporting spreadsheets management all of that stuff and that actually is why the story in the book is what it is yeah okay because what happened was it was a winter day kind of like today talking on the phone in my office and i looked through my french doors and the president of my company is in the next room unannounced from nebraska

and i’m like what’s he doing here something’s going on i get off the phone brian what’s up barry we need to discuss cash flow okay and now i am like most marketing and sales people oh cash flow i know how to talk about that we’re gonna sell something brian don’t you know this don’t you know about in we have this this like three o’clock in the afternoon we argued until 11. wow and like all over the place like and and he’s like perry we have too much overhead we have too much expenses we have too many employees we have not enough money coming in it’s like oh but brian you don’t understand we’re gonna do best yeah yeah yeah and it took about three months so i won the argument and he went home and about three months later was like i won the argument but he was right yeah yeah and dude that is not good yeah it was like you know what you’re gonna have to get your ass off that airplane wing and into the airplane and you’re gonna have to pilot this thing you gotta make sure we don’t like smack into the side of a mountain right right okay this seriously this is what happened to me and most of that year was completely flipping my understanding upside down because at that point i’d been in business for what 15 years and the solution to everything was always to add something yeah we’re gonna do another program and another product another this and another that and whatever okay and it was like dude you got too much stuff going on and you have too much complexity you have too many hypodermic needles sticking out of your arm okay and and it’s draining your blood and like you’re sitting you’re rowing really hard to make this thing go and and look it’s way way easier to get into stuff than it is to get out of it right right so true and so we spent several months chipping away chipping away reducing staff repainting cutting product lines do we really need to do this right and look the way it works is like you do a round of it and then you circle around to the first step and all of a sudden everything looks different it’s like well yeah you know we could take away this we could take away this and we did with this so this was painful this was just not fun and on top of that for whatever reason i don’t know how the cosmos works but it was like you know right about the time well after brian confronted me it was like our sales just started sagging [Laughter] great it was it was like the universe knew that perry’s in denial and like we need to wake him up it was not fun but but by the time i get to the end it was like wow this ship is a lot easier to run now that all that ballast and barnacles are gone you know you have you have over your shoulder your 80 20 book and you know for people that don’t know you are i don’t know would fanatical be fair uh to say about you know the pareto principle is that kind of where the genesis of that was is that where it started yeah so i’ll give you another like confession i did a fairly famous seminar with richard kosch in 2014 right 70 bucks ahead yeah still talking about it it was incredible and the day after the seminar you go to richard’s hotel room and we have a little debrief and and so we talked about okay how it all went and stuff and i was about to leave and go rich you know you’ve been working a lot more closely with us now for a year and we’ve done all this are there any observations or helpful comments that you might have for me or anything that i should probably know and he goes yes perry you are the epitome of 20 80.

oh my gosh wow just give me a knife to the heart thank you sir man have another why did he say that like was there something that that stood out or well now if you’ve read richard you’d understand this even better but because he’s like a zen-like minimalist he’s like harry you do so much stuff it’s like unbelievable okay like i think one of my flaws and strengths both i’m sure is fomo fear of missing out right right and you know and i love like you know i love doing all these crazy things it’s fun but richard like lilly says no to 99 of anything that crosses his desk i mean that guy it is so hard you know investment no no no no no no no no no okay that one right i mean in the last six years he’s gone from being worth 200 million to a billion wow okay his investment track record is rivals warren buffett no kidding so but he’s like dude you got way too much stuff going on and he said to me he said look what you need to do is you need to go to the chapter in my 80 20 book where i talk about basically finding the parts of your business that are losing money and the product lines that are losing money the clients that are losing money the employees that they’re losing you money the vendors that are losing you money and it’s tedious and you kind of got to do some cost accounting and stuff but you need to get rid of stuff and i was like yeah yeah yeah okay and it took what a year or two and it was like uh perry you’re gonna do this and so i guess what i’m describing is like an intervention that was forced upon me interesting where i had to take my own medicine yeah like i was saying that 80 20 is about elimination sure i say no to a lot of things like don’t get me wrong right but i was still saying yes too many things and i and so it really it was this complete inversion and so we cancelled product lines and we we got rid of people and and we scaled things down and i changed my mindset about growth and scale to be honest with you rob i think scale is way overrated right now oh i so agree i so agree we’re gonna 10x well it’s probably physically impossible you haven’t figured it out yet

okay and you could like burn all kinds of rocket fuel finding out that it’s not possible right i’ve done it okay and like and the the truth is so one of the things i had to kind of internalize was so perry you realize if you take 80 20 seriously you have to believe that you can make 95 as much money with 70 percent as much activity it’s almost guaranteed to be true right and if you get rid of all this overhead it’s like okay maybe your your revenue is 85 or 90 of what was before but your profit could actually be higher and you could do it with half the staff or half the products or half the clients or whatever half the hassle half the hassle it’s almost always true like just about anybody there is fire one employee fire one client discontinue one product line and you will instantly make more money with less effort yeah yeah i love it almost guaranteed to be true yeah but if somebody may have to get you a headlock and start pounding you in the head before you there may be an intervention coming is what you’re saying so so what’s the give our listeners like an overview of what they can expect to get from this you know how this may help and get them focused i mean i i think everybody needs to to take a look at this and then i want to talk to you a little bit about your plans with the book your goal with it because obviously it’s the beginning of something it’s not the it’s not the end of something like with most authors well so the way this book was born was robert skrobe he’s uh he consults with my company and he’s a longtime friend we hired him to help us with our membership and he said in a membership people need to know what are we doing what are we here for what is the story we came from what is the story we’re trying to get to and it has to be simple and clear and unambiguous and he used the example of dave ramsey like if you get involved in his debt things like there’s these eight steps and me trying to figure out okay so if i was gonna distill everything that i teach and do and all the last 15 years of my career down to like i don’t know half a dozen things i don’t even know what they are and rob’s like let me help you and basically came up with these seven things uh the seven seven steps to a new residence basically yeah literally on the back of the book i i love it go go through them if you don’t mind briefly because again simplicity but it’s brilliant and each one there’s so much depth well yeah and before i go into them i gotta say rob really helped me dial this in i don’t think i could have distilled this the way that he did love it and these are the seven things so what are these these are the seven things that are the things whether you’re making 10 000 a year or 10 million a year and i don’t know any other book that could say these are the seven things whether you’re like a freelancer hustling or if you like run a hundred million dollar company i stick by these are so number one i believe it use renaissance time to gain discernment and clarity it’s your time in the morning it’s no cnn no facebook no social media no texting no emails none of that stuff it’s like you your notebook maybe it’s prayer meditation scripture um free writing but you get your private space to get your head straight before anybody else gets to stick their hypodermic needle in you okay that’s that’s number one number two make your business twice as profitable with 80 20 focus yep we’ve been talking a lot about that beautiful earn a thousand dollars an hour at least one hour a day with 80 20 time people don’t believe this is possible it’s possible yeah okay number four create irresistible product that’s a joy to use by simplifying number five carve out a niche where you are the undisputed number one via star principle yeah another great book you need to be a big fish in a little pond yeah number six build an impenetrable moat around your business this is so important yeah it’s easy to start businesses i could do it in my sleep businesses that last a long time that’s what’s interesting number seven this is actually a step this isn’t this isn’t just a little rainbow sunset picture okay yeah enjoy freedom to create and reinvent every single day that’s actually an activity that’s part of this process it’s not just a oh and lean back and stick your feet on a thing and and sip iced tea no no it is engaging in creative endeavors that feed your soul which will actually feed your business and make this whole thing run even better those are the steps love it and of course you have details on each one of these things throughout the book and and action steps that people can take i love the story about mark mcshirley’s business uh what he did with a a super simple you know kind of non-sexy business a roofing company yes and and went from under a million bucks a year to now over 10 million bucks a year and i read through it and i’m like eight years how many years in less than five wow

he didn’t start uber right right this is a roofing company right right were there any any one of these steps that stood out for him do you think i know all of them are important but was there anything that was like the the thing you know yes step four yeah the name of this company this is not an accident roof simple right right i saw that dot com okay and what mark said he took my work richard kash’s work and here’s what happened he’s got a full-time job selling catholic bulletin advertising i saw that gig man that’s a that is a hot lucrative gig if i ever thought right he’s joking don’t go out and look for that job and he’s got the side hustle running a roofing company he’s living in his in-laws basement and he’s taking anxiety pills and he’s like he has a realization honey you know i get this stuff from perry i get the stuff from richard i’ve got this vague idea of how i’m supposed to do this but i don’t have any energy i’ve got to sit down i got to think about how to do this and i get to do this right honey i’m going to quit my job selling catholic advertising and bulletins and our income’s going to drop 40 000 a year and maybe we’re going to live at your mom’s house for longer but i am going to go to a coffee shop until i figure out how to run this roofing business the way perry and richard say you’re supposed to do it and he did he quit his job he’s like i got my yellow note i’m going to figure this out and what he did he said buying a roof sucks and roofing salesmen suck and roofing companies suck yeah and i’m gonna make one that’s good and i’m gonna make every single touch point that the customer ever experiences including like dropping nails in their yard i’m gonna make it all a pleasure i’m gonna design this company for five-star google reviews love it and like from the first search to the phone call to the appointment all of it it’s gonna be a pleasure yeah it did it he has roofing contractors lined up to be to subcontract his jobs no kidding oh yeah like dude like this thing is a well oiled machine they have 300 google reviews in washington dc 4.8 stars wow because they do such a good job okay now this could be done in any industry and these are the kind of businesses that i was talking about the pizza restaurant these are the ones that prosper when everybody else is in flames yeah yeah okay and number four is like i if it takes 174 tiny little steps to buy a roof and like all the phone calls and all the emails and all the nonsense i’m going to chop it down to i don’t know 60 and they’re going to be 60 pleasurable interactions instead of 174 irritable interactions right i’m going to own this business and i i tell you rob if mark wants to mark could basically own the roofing industry in 20 or 30 states by i don’t know 2025 if he wants to he wants to scale it yeah amazing very cool i saw one thing that he did the the on-site concierge i thought how brilliant i mean we we have been doing all kinds of work on our home in st augustine and i mean it is like pulling teeth it’s so painful dealing with these people i mean you know i just want to give them money and just do the work just get like a good company could make a fortune and i guess that’s what you’re saying about roof simple right i mean and look there are dozens and dozens and dozens of industries that they’re doomed because somebody like mark is going to show up yeah what i’m saying to the people on the podcast today is do you want to be one of those people yeah you want to take something as like okay my son graduates from high school and we want an awning in our backyard and like the friggin awning company can’t even show up with the right awning like okay look how hard is this people i know there’s dozens of industries that are just falling all over themselves with like homer simpsons buying the donuts instead of installing the awning like just fix it you don’t have to start uber you don’t have to be a silicon you don’t need venture capital right

i love it i love it all right we’ve been going a long time tell me what’s the plan we’ll talk about where people can get it and how can they contact you but where are you going with this you know i’m the book guy so you know for me it’s always about where the book is going where it’s taking you what’s the plan with this well so i get to tell you another story so rob is helping me with this book and this was originally a 150 page book no kidding wow and rob goes i would just send me the book i got an idea he sends me the book he chops it down to 36 pages he goes perry i 80 20 your book like seriously i would have never done this he goes i chopped it down to 8 000 words and i added all these graphics they’re cool they’re very cool they’re very cool they do they stand out they make the point it is a 36 page book okay and here’s my plan i have been saying this for years i want to start another renaissance because the one 500 years ago that was too long okay like so da vinci and michelangelo those guys are great but you know every year it was like that much longer yeah right ago okay and most people in the world are sleepwalking okay like they are literally scrolling through facebook running into telephone poles as they walk down the street literally literally doing that i want people to stop doing that and see i believe the portal into a new renaissance is entrepreneurship because i find that entrepreneurs are the most wide awake people that i ever meet anywhere that’s true they’re the people that are gonna do it okay and if you go read about the renaissance it was an incredibly entrepreneurial time in the world okay and and this is my 36-page manual for a new renaissance and it’s like really you do it like by doing this yeah yeah and guess what it starts with renaissance time yeah like if i got a million people to do renaissance time every morning i think we would be well on our way i agree i love it my friend that went in directions i didn’t expect it to that was a lot of fun i i love the stories i mean what else is there other than stories so thank you thanks for spending some time out of me i love it man i love it so where can they get it where should they get it uh go to amazon and buy this book okay then when you read it like there’s all these resources in the book sign up for the resources and see where they take you yeah there’s a marketing dna test there’s an espresso machine calculator where you can i i don’t have time to explain it but believe me it’s really powerful right right yeah we can’t explain it just got to go to it so so start with amazon look at the resources it’s detox uh declutter dominate man you’re gonna love it and uh and i think really enjoy it and you and i need to do something together anyway to maybe get this message more to to my audience because i think it’s i think it’s brilliant i love how you’re using the book i do love the 80 20 of it too which uh you know i i still wouldn’t have gone through 150 page book probably but i was able to go through this a couple of times and really get a lot of cool things out of it so thank you you can read it in an hour and then you could re-read it every month for the rest of your life and every single time it would make your business better so yeah rob you this has been so fun thank you great to be with you my friend i know you’re going to be in florida sometime soon i’ll i’ll email you maybe uh there’s a chance i could drive over and see you or something like that uh you know coming up at your next thing but uh we can talk about that in the coming days so thank you thanks for being on and thanks for spending time with us we will thank you