The Downfall Of Hustle Culture | Build Your Dream Business Working Part Time

0:01 I have such a special treat for you today in studio.

0:08 A friend of mine, a colleague of mine, a client of mine,

0:12 but more importantly than that, this man has created an ecosystem and he

0:21 wrote a book that's so good that I wished I had written it.

0:27 And so it is with great pleasure that I

0:29 introduce to the people on my channel the man,

0:33 the myth, and the le leg legend known to me as Kilogram.

0:37 Graham Cochran.

0:38 Graham, glad to have you on the table, bro.

0:39 What's up, man?

0:40 What's up?

0:40 You knew you had to throw that in there.

0:41 You I had to throw Kilogram in there, bro.

0:43 So, Graham Cochran, I'm going to let him tell you who he is.

0:47 So, so Graham, tell everybody how you got started.

0:50 Like, you wrote a book called The Effortless Business.

0:52 You have a challenge called um the 10

0:55 10K offer challenge.

0:56 10K offer challenge.

0:57 Um, you're a speaker, you're a YouTuber.

1:00 You got like tens of thousands of YouTube subscribers, I think.

1:04 Yeah, we got between the two channels like 700,000 700,000 between two of them.

1:09 Yeah.

1:10 subscribers between your two channels.

1:11 You started out as a musician and now you're this international business coach.

1:17 like tell everybody like the genesis of your story

1:22 so we can find out where they need

1:24 to get started and then we can start sharing

1:27 with them some of these concepts from this book

1:29 the effortless business because I'm going to even though

1:31 I I read it and I wished I had written it I am going to uh I'm going

1:36 to challenge you on some of the concepts so let's go let's go

1:40 well I I tell people I never wanted to be an entrepreneur okay never cross

1:44 what did you want to be

1:45 a rock star okay a famous rockar.

1:47 Just a famous rock star.

1:48 That's all.

1:49 That's it.

1:50 Um, so yeah, I'm I'm a creative by nature.

1:52 So I never I never knew any business owners growing up.

1:55 So it never it just never crossed my mind.

1:57 Maybe if I was around entrepreneurs, I would have thought, "Oh,

1:59 that's cool." Like how do they make that kind of money?

2:01 How do they live that life?

2:01 But I never saw it.

2:03 Um, so my journey to entrepreneurship happened out of necessity.

2:06 It was I was 26 years old.

2:09 I just moved a thousand miles away from home with my my very

2:11 pregnant wife to help some friends start a church in Tampa.

2:14 That's how we got down here to Tampa

2:17 from

2:16 we were in Virginia before that.

2:19 Okay.

2:19 And in a span of 10 months, this is during the Great Recession.

2:22 In the span of 10 months, I lost two jobs right after we bought our first house,

2:27 had our first baby, and moved 1,000 miles away from home.

2:29 So, it was Oh, so so the ducks were lining up.

2:32 Perfect timing.

2:33 Yeah, it was exactly like I scripted at age 20 26.

2:36 So, you know, we had sa some savings.

2:39 Um, we burn through those pretty quickly and that's when you start to panic.

2:44 You realize, oh, dude,

2:46 I gotta figure I gotta figure something out.

2:47 Figure something.

2:47 I don't have a plan.

2:49 Um, and I didn't want to go back and get another job.

2:52 So, what were the two jobs that you you said you

2:54 got fired from or you lost them or what did you say?

2:56 What was the terminology you use?

2:57 Well, I I lost.

2:58 So, it's semantics, but one a whole a whole department was laid off.

3:03 I was a an audio engineer at a software company.

3:05 Okay.

3:05 And so they just they got rid of the whole department and then um the other was

3:09 audio clearly doesn't need to be engineered according to them.

3:12 Yeah.

3:12 It's like they anyway it doesn't matter.

3:15 Okay.

3:15 It doesn't matter.

3:16 But that that department was gone.

3:17 And then the second job was I was trying

3:19 to sell it was it was credit card debt settlement.

3:23 I was trying to help people settle their credit card debt.

3:24 I had a buddy who started this company.

3:26 He hired me because he knew I needed a job

3:28 and then he didn't know what he was doing.

3:29 It wasn't a solid business model.

3:30 So he ran out of money.

3:32 So after four or five months he said I can't pay you anymore.

3:34 So that's where I was.

3:38 Wow.

3:37 So I I would say it was in that season that I I had to figure something out.

3:42 And the idea, the question I asked was, "What do I know how to do?"

3:48 And the only thing I could think about that was marketable

3:50 at the time was music recording because I was a musician.

3:53 I was an audio engineer.

3:54 So I would produce music for my myself for bands.

3:57 And so I thought I would start

3:58 a freelance business recording and producing music.

4:00 And I had this crazy idea in 2009 to start a YouTube channel

4:07 for

4:06 for lead generation.

4:08 And I don't know how I had that idea,

4:09 but I mean a YouTube channel about

4:10 about music.

4:11 About music about teaching people how to record music.

4:13 So teaching people the thing that I was hoping they would hire me to do.

4:17 Okay.

4:18 In the hopes that they would be overwhelmed by not that I would overwhelm them,

4:20 but they would try it out and some people would be like, "Wait, this is great.

4:23 This is great, but I don't want to do it.

4:24 I don't even like it." Because and that's a huge

4:27 point is whatever you know some people just want

4:29 to learn it and do it themselves and they will

4:31 end up I found out paying you for that knowledge

4:33 and then other people want to learn how to do

4:35 it and they realize I don't want to do it.

4:37 I'd rather hire you to do it for me or do it with me

4:39 and that's what you were hoping for.

4:40 That's what I was hoping for.

4:41 I didn't realize content was a thing.

4:43 I didn't realize this was before influencers and youth

4:46 courses and and so I stumbled into selling online courses,

4:50 communities, um, masterminds,

4:54 all kinds of stuff around music producing and recording.

4:57 Do you remember what your first product was?

4:58 It was a $47 course called ProTools Boot Camp and it was teaching.

5:03 I bet that was good.

5:04 It was ProTools is hard to use, bro.

5:06 So you even There you go.

5:08 ProTools.

5:08 Well, see, you know, I produced an album and so that's right.

5:11 So you know ProTools.

5:12 So, I know I right that's what my that's what the musician the guy who

5:15 did all the music in our uh album used and that's what the engineering studio

5:21 used when they engineered and mastered it and like I would see them they'd have

5:24 all these tracks and they got all these plugins and all this stuff and I'm like

5:29 we'd be 3:00 in the morning in the studio they're

5:32 like listening to tracks and adjusting volumes of different tracks.

5:36 I'm over there sleeping on the floor like I don't know what

5:38 these dudes are doing but I want to be here for the whole thing.

5:39 Right.

5:40 Oh yeah.

5:40 It's exciting, but it's it's crazy.

5:42 It is insane.

5:43 So, imagine.

5:44 So, you created a course.

5:45 You sold it for only $47.

5:47 Well, I hadn't I hadn't met you yet, bro.

5:50 But I didn't know.

5:51 But it's funny because at the time there were some courses um on like

5:55 Skillshare or Udemy and things like that, but it was like $19 courses.

5:59 And I thought I was real high ticket.

6:00 47 bucks.

6:01 I'm going be I'm going to be double that price.

6:03 But the the idea was like, hey, in whatever industry you're in, like you know,

6:08 something that people will pay for, you know,

6:11 the thing that people get stuck on is, well, why would people pay me,

6:15 right?

6:15 Right.

6:15 And that's the that's the secret in that question is they

6:18 will pay you because they want to learn it from you,

6:20 not from so and so or someone who's

6:22 boring or someone that they don't connect with.

6:24 And so I found early on in the YouTube channel that for whatever reason,

6:27 the way I explained how to use ProTools or how to mic up

6:30 a drum set or how to record your vocals or what equipment to buy, it resonated.

6:35 It resonated with people and that Colin Boyd

6:37 has that language he uses resonate a lot.

6:39 If this resonates with you,

6:40 then you might like this offer or this kind of thing.

6:41 And resonation is a really big

6:44 language because not everything I say resonates with everybody.

6:47 But my right people were like, I like the way you teach it and they wanted more.

6:51 Wow.

6:51 So, so do you remember per chance um

6:55 when you created this $47 what was it called?

6:58 How do you ProTools Boot Camp.

7:00 ProTools Boot Camp.

7:01 Great name.

7:02 When you created that product for $47,

7:04 do you remember how much how many of those you

7:06 sold like your first month or not really?

7:07 Yeah.

7:08 I didn't sell very many.

7:08 I sold like two or three.

7:10 Okay.

7:10 But you kn But it gave you a taste of the money you could make.

7:13 Oh, it changed my life.

7:14 It changed my life because um the idea was people like my YouTube videos.

7:20 Could I sell videos?

7:22 That was that the extent of my thought process.

7:24 Would they pay for more in-depth training?

7:25 And so that that was a test.

7:27 And it was just a zip file of videos.

7:29 It was like a PayPal link and an iWeb website

7:32 that I I didn't know how to code a website.

7:34 And so there was no member area, no?

7:36 No, I didn't.

7:36 I didn't know.

7:37 It wasn't anything that sophisticated.

7:38 No.

7:38 Like so if they wanted a refund,

7:39 I'd be like, "Okay, can you please delete the files?

7:42 I'll refund you.

7:42 Then please delete the files off your computer.

7:44 Okay, sir.

7:44 I'll delete I'll delete the files.

7:46 Give me my money.

7:46 I'm keeping your files.

7:47 But but that it was at least a test, right?

7:49 I remember when I I was in Seattle

7:51 at my my grandfather's funeral and I got an email.

7:55 I was checking email in in um their sort

7:57 of Wi-Fi hotspot area and um I checked an email.

8:01 I got this PayPal alert.

8:02 You've made money.

8:03 47 bucks.

8:03 I'm like who's sending me 47?

8:04 This is how bad of an entrepreneur I was.

8:06 I forgot that I launched this course.

8:08 And this random guy That's embarrassing.

8:12 Yeah, that's hilarious.

8:13 There's hope for everybody.

8:14 There's hope for everybody.

8:15 But that that was my first sale.

8:17 And when I saw some guy bought a course of mine for 47 bucks and I

8:20 some guy that you don't know.

8:22 Don't know.

8:22 He didn't have to talk to him.

8:23 Nope.

8:23 He was probably on my email list.

8:25 Had been following me on YouTube.

8:26 I didn't know who he was.

8:28 That's when I realized, oh, this is this is the game.

8:31 If I could sell one, I could probably sell more.

8:33 If I could sell one, I could probably sell more expensive ones.

8:36 I could probably come up with different ones that cover different topics.

8:40 And then my my my brain went from I don't have a business model.

8:43 I don't know how to make money to oh now I know what to do.

8:46 I just need to do more of this and get good at this.

8:50 So once you and what year was that again?

8:52 2008 2009.

8:54 Early 2010 was when early 2010.

8:55 Yeah.

8:56 Okay.

8:56 Around the same time as Bitcoin.

8:59 So just I'm just I don't know why that came

9:02 to my mind but everything reminds me of something.

9:03 So there you are.

9:04 There we go.

9:05 Okay.

9:05 So, um, I thought of so many funny things to say just now,

9:10 but I'm not gonna say it because that's what my brain does.

9:14 So, so do you remember like the first time you felt like,

9:19 "Oh my goodness, this is a real deal.

9:22 This is like a big deal." Do you remember how much money you

9:24 made the first time in like in a month where you felt like,

9:28 "Oh snap, I'm going to be rich." Do you remember that?

9:30 Do you remember that experience?

9:32 Tell me about So, my goal was to make um initially $3,000 a month.

9:39 Wow.

9:40 That do you know how much bigger than your online goal was than mine?

9:44 When I started selling stuff online,

9:45 my goal was if I can just make $400, I'll know it works.

9:49 If I make 700, it won't be long.

9:51 I'll be the king of this internet marketing mountain.

9:54 That's what I that lit that was that was the exact phrase.

9:56 But you got sometimes you got to start small

9:58 because you have to prove like or like I wanted to pay my rent or I wanted

10:02 to pay my mortgage or my car payment or whatever.

10:04 For me, our our expenses were low.

10:06 I mean, for context, we were on food stamps for 18 months.

10:08 So like this is I I I just needed to get over the shame

10:12 and the embarrassment of like I can't even provide like for my family.

10:16 So

10:16 So $3,000 would have been like a home run.

10:18 It would have meant like I no longer qualify for government assistance,

10:21 which would have been a win.

10:22 And it would have been covered most of our bills

10:24 because we were living really cheaply at the time.

10:26 Um, and honestly my the job I had just left that was more than I made there.

10:30 I mean I made 30,000 a year at that job.

10:33 At that job.

10:35 Wow.

10:35 So in a way that would have been like replacing my whole salary.

10:38 And so that was the first goal.

10:40 And when I hit that

10:41 but that took me a while though.

10:42 I mean this is like a year and a half

10:44 of of experimenting like making a little bit of money here and there.

10:47 But it was in it was 18 months in that I started to get some traction

10:51 um because I didn't know what I was doing.

10:52 Right.

10:53 You were just figuring stuff out.

10:54 I didn't know anybody else in the internet was doing this.

10:57 Like that's how in the dark I was.

10:58 I didn't know that this was an industry that was

11:01 You literally when you say you stumbled upon it, you stumbled upon it 100%.

11:04 That's so it's what's really interesting is how

11:06 different that is than how I came into it

11:08 because I got this internet marketing course

11:11 and this guy named Corey Rud wrote a book

11:14 about internet marketing and created software and he

11:16 started selling stuff and he's like almost everybody

11:18 who sells anything online today whether they know

11:21 it or not they were influenced by him.

11:22 And unfortunately, like when he was in his 20s,

11:24 he was he died in a car accident on a racetrack.

11:28 Wow.

11:28 But um he impacted so many people's lives.

11:30 And one of the people though um that he

11:33 influenced was this young 19-year-old African-American gospel piano player.

11:38 And um this young gospel piano player,

11:42 he had a website called hearandplay.com where he would

11:45 teach people how to play the piano online by ear.

11:48 And when this kid was 19 years old,

11:50 he was making $400,000 a year teaching people how

11:54 to play the And I'm like, you're making what?

11:57 Doing what?

12:00 To me, okay, just to give you where I was then.

12:04 I'm teaching people how to make how to play the piano by ear on the internet.

12:09 Almost sounded like I'm teaching people how to smell recipes on the internet.

12:14 That's like right cuz you see how ridiculous that is.

12:18 So how you going to teach somebody how to play piano by ear on the internet it

12:22 like they seem so diametrically far apart.

12:24 So I I got excited because there was somebody who was doing

12:27 something that in my mind was ridiculous but making a lot of money.

12:32 So I figured if he can make that much money

12:34 doing that I know I can get rich doing that.

12:36 That's a great point because like so

12:38 these days I'm a business coach and people will

12:40 say oh well it's it's easy to make

12:42 money teaching other people how to make money.

12:43 Well, first of all, it's not easy, right?

12:46 You have to be really good at what you do.

12:47 Exactly.

12:48 But second of all,

12:49 um, what I love about my experience is

12:51 that my first seven figure business was teaching musicians,

12:55 aka broke musicians, how to make great recordings on a budget at home.

12:59 These were the people that didn't have the money to go to the studio.

13:02 So, they learned it on the internet and then they paid me to learn how to do it.

13:06 And so, when people say you can't make money

13:08 in a creative niche or it's not if it's not health,

13:11 wealth, or relationships, I say that's BS.

13:13 That's just a It's an excuse to believe system.

13:15 It's a belief system.

13:16 That's what BS stands for, by the way.

13:18 Belief system.

13:20 Exactly.

13:21 That's That's what I meant.

13:22 I knew that.

13:23 Well, you're kilogram.

13:24 I That's good.

13:25 I like that.

13:26 That's exactly right.

13:28 Um but but it's it gives me hope when

13:30 I encourage people of like like I have clients

13:32 that are songwriters doing hundreds of thousands of dollars teaching

13:35 people songwriting and like that kind of stuff just shows, right?

13:38 That's mind-blowing.

13:39 You have you have clients.

13:40 You have clients that are songwriters who make hundreds

13:43 of thousands of dollars teaching people how to be songwriters.

13:45 That's the point.

13:47 Exactly.

13:47 And that's avail it's available to anyone and everyone

13:50 who knows how to do something

13:51 because what you know is valuable and the way you present it

13:55 and teach it and empower people to learn it is even more valuable.

13:58 So based on what you just said,

14:00 I'm going to make an ass assertion and I want

14:01 you to tell me what you think about my assertion.

14:04 It sounds like to me that you believe that how much

14:09 money somebody can make teaching people what they know has more

14:15 to believe more to do with what they believe about themselves

14:18 than it does what they know that they're going to teach people 100%.

14:23 Because some people would say all I know how to do is cooking.

14:25 You can't make any money cooking.

14:26 But I would point to Rachel Ray.

14:28 She's a millionaire, multi-millionaire with an M.

14:30 She got a couple M's.

14:31 Multi-millionaire, right?

14:33 um Rachel Ray and all she did was turn on a camera while she was cooking.

14:39 Martha Stewart was a homemaker.

14:40 She started taking pictures of the stuff

14:42 that the crafts she was making and and writing books

14:44 and and doing videos and she built a multibillion

14:48 dollar business as a homemaker and people say,

14:50 "Well, all I know how to do is this and isn't that me?" Right.

14:54 And so you're saying that they're going to pay you because you're you

14:58 and you have a unique set of skills that whether you know it or not,

15:03 there are thousands of people in the world that would love to learn your skills.

15:06 Oh, dude.

15:06 I have clients that teach people how to repair their Honda motorcycles.

15:11 DIY repair their not even all motorcycles, just Honda.

15:13 Just Honda, right?

15:14 He has a whole community and he's doing six figures.

15:16 And I've got uh clients that teach English pronunciation,

15:22 not how to speak English, but English pronunciation to native Japanese speakers.

15:27 She basically helps them with their accent, right?

15:29 And like doing $30,000 a month.

15:32 Like it it is insane.

15:34 It's it's almost laughable.

15:35 I love the the world that we get to be in because the clients you get to have,

15:38 you're like, you do what for a living, right?

15:41 And it just reinforces that anything is possible.

15:43 And now because we're all so connected,

15:46 you you you can truly like the Kevin is it Kevin Kelly from Wired magazine,

15:50 the thousand true fans concept.

15:52 That article, it's such a great article.

15:53 It's such a great article and it was really ahead of its time.

15:55 Like you don't need millions of followers.

15:57 You just need a thousand super fans.

15:59 If they paid you $100 a year or eight bucks a month or whatever,

16:02 you can make a hundred grand a year,

16:05 right?

16:04 Just doing whatever you want.

16:06 And that is more true now than it even was when he wrote that article.

16:10 Exactly.

16:10 It's there's never been a time in human

16:12 history when it's been easier for average ordinary people

16:16 like us because whether or not people look

16:18 at us and think we're average and ordinary or not.

16:19 We're just regular dudes.

16:20 We're just dudes out here doing a thing.

16:21 But we just do the thing.

16:23 It's there's never been a time in human history when it's been

16:25 easier for people average ordinary people to create wealth than right now.

16:29 But it doesn't feel like it.

16:32 No.

16:32 Because the world is changing so fast.

16:34 By the time you get toolled up for this thing,

16:37 we're already on to the next thing.

16:38 And that's why it feels so overwhelming to people.

16:42 Yeah, that's a good point.

16:44 So,

16:44 but also people just they don't do anything.

16:46 They don't.

16:46 Yeah.

16:46 They have so much knowledge at their fingertips

16:48 and they don't do anything with it.

16:51 Um So true.

16:52 So true.

16:53 So So you started out teaching musicians, which is so cool, by the way.

16:57 You You want to hear the weirdest niche I've ever seen in my life?

16:59 And it really inspired me to start selling stuff online.

17:02 I met a guy at an internet marketing conference one one time.

17:05 I said, "So what do you do?" He said, "Well,

17:09 I make playbooks for PlayStation Madden football and I

17:13 sell them as ebooks on the internet." You do?

17:17 You do what?

17:19 He makes playbooks for one video game

17:25 and he sells those playbooks on the internet.

17:28 And I said, "So, do you make any money doing that?" He said, "Well,

17:33 first year we only made like 80." No, first year he made I think 16,000.

17:37 Second year he made 80,000.

17:38 When I met him he was making $180,000 a year.

17:41 And that was back in 2005 or 2006.

17:44 180,000 a year.

17:45 That's awesome.

17:46 Making playbooks for a video game.

17:49 Oh, I said I know I'm fixing to get rich.

17:51 What?

17:52 What?

17:53 I don't even know how to play PlayStation Madden football.

17:55 I know I'm fixing to get rich.

17:57 Well, that's the that's the beauty of hobbies.

17:59 Like people say, well, there's no money to be made in hobby niches.

18:01 I'm like, no, no, no.

18:02 It's the opposite.

18:02 People will spend a lot of money on their hobbies.

18:05 I mean, you're a golfer.

18:07 Like most golfers aren't aren't making money golfing.

18:10 They just love golf, but they will spend a ton of money.

18:13 Oh, bro.

18:13 on golf stuff to learn about golf.

18:15 A box of golf balls that you're going to go

18:16 hit in the woods if you like premium balls,

18:18 which are like Prov1's because they do magic stuff.

18:20 They're amazing.

18:21 Um, you're paying $60 a box for for 12 golf balls.

18:25 Yeah.

18:25 F.

18:26 And then you go hit first te knock one in the woods, never see it again.

18:29 There goes $5.

18:30 Right.

18:31 So, so yeah,

18:32 people love if the sports, video games, genres of books,

18:36 like people are going out of their mind spending money on their hobby.

18:40 They're just not spending it with you yet, right?

18:42 And so that's the whole point is there is money being spent in every hobby.

18:45 So you don't have to be health, wealth, or relationships to make money at all.

18:49 You don't.

18:49 You don't.

18:50 That's real.

18:50 That's real.

18:51 So, um, before we I want to I want

18:55 to go on to talk to people about like business,

18:58 but before I do, like you wanted to be a rock star.

19:03 What instrument or instruments did you play?

19:05 Were you a singer?

19:06 Were you a drummer?

19:06 Were you a guitar player?

19:08 And how did you conclude that, okay,

19:12 this whole dream of being a rock star is not going to be my path?

19:16 Yeah.

19:17 I mean, I'm I'm a singer, songwriter, guitar player.

19:19 Um, wow.

19:20 You Oh, excuse me.

19:22 Little little bass.

19:23 Play a little bass.

19:26 I mean, I I tried hard to get a record deal while while I was in college.

19:29 I made an album.

19:31 Um I had a a college professor who

19:32 was a songwriting professor and he was like, "Man,

19:34 I think you've got a shot." And he used to play keyboard for Elton John

19:38 and Sammy Hagar and he toured back in the 80s and he was just a professor now.

19:41 And he's like, "I I'll help you put a record together.

19:43 We'll get some industry contacts, whoever I know,

19:46 and try to get you a record deal." And I was trying to land

19:49 that by the time I graduated college because

19:51 I was engaged to Shay, my wife at now.

19:54 I was engaged to her.

19:54 And so I was like, "This will be perfect.

19:56 If I if I can get a deal with some advanced money, then I can graduate.

19:59 We can get married.

20:00 I don't know how far it'll go, but I can at least get that first album out

20:04 and at least have a shot at going going pro as a musician."

20:07 And I just got no after no after no from record labels.

20:10 The only yes I got the only deal

20:12 I was offered was a development deal, which means

20:15 which means we like you enough.

20:16 we'd like you, but not enough to pay you.

20:18 Yeah.

20:18 So, it was like just we want to sign you and just let

20:20 you keep running and we'll see what happens before we put money behind you.

20:23 And I was like, I got I need I need money because I'm getting married.

20:27 So, I had that's where I felt like I had a choice um to either keep pursuing

20:31 this thing that was the doors were closing

20:34 at least for now and drag my fiance into that

20:38 or just give it up.

20:39 And it was just it was so painful.

20:41 I just I just gave it up because I

20:42 didn't I just wanted her to have a normal life.

20:44 What was so painful?

20:45 saying no to my dream.

20:47 Okay.

20:47 So, let me ask you this about that if if I may,

20:49 and if it's off limits, you can tell me it's off limits.

20:51 No, nothing's off limits for me, bro.

20:53 Um, so if you had the opportunity today to go be the rock

20:58 star that you wanted to be then like in the all the doors opened,

21:03 would you walk through?

21:08 No.

21:07 Okay.

21:07 Say more.

21:10 So as a as a person of faith, I believe two things.

21:15 I believe God gives us desires.

21:17 Psalm 37:4, delight yourself in the Lord.

21:19 He will give you desires.

21:21 And the word give there can mean to assign.

21:22 So he will assign you the desires.

21:24 He puts them in.

21:25 So good.

21:25 So I really believe like pull the thread on your desires.

21:27 I think they're there for for a reason.

21:29 Um and I believe in God's sovereignty and he understands the path

21:33 that he's written for my life that I'm uncovering and discovering.

21:36 And so what I thought I wanted from everyone that I now know because

21:41 what the funny thing was is building

21:42 my first business was called the recording revolution.

21:44 Building that business, it grew so big.

21:46 Big name too, man.

21:47 You're really good at coming.

21:49 Thank you.

21:50 Thank you.

21:51 When that business blew up and the channel blew up,

21:53 I got so many opportunities to I had I

21:55 had Grammy awarded winning producers asking to collaborate with me.

21:59 Like we made courses together like because the music

22:02 industry was drying up and they needed to make money.

22:03 So they would make a course with me.

22:04 I'd promote it to my people.

22:06 we'd all make hundreds of thousands of dollars.

22:07 And so I I got to meet it was super cool.

22:10 And I got to go to like different awards shows and meet

22:12 people and be interviewed and meet a lot of my heroes.

22:15 And I had musicians talking talking about my channel, funny random story.

22:19 I had a fan be like, "Hey, there is a Reddit right now with Sir

22:22 Mix a lot." And he's recommending your YouTube

22:24 channel for people that want to get into producing

22:26 like you should check out the Recording Revolution.

22:27 So

22:28 Mr.

22:28 I like big butts and I cannot lie like was a fan of mine.

22:32 See, I didn't even know who Miss Mix just told me.

22:34 There you go.

22:35 That's the song.

22:35 Sir Mix a Lot.

22:36 Yeah.

22:36 The '9s.

22:37 Let's go.

22:38 So, I mean, I had all these random connections in I

22:40 say I got into the music industry through a back door.

22:42 One of the privileges of that was I've met so many incredible touring musicians

22:48 and people that got the dream that I thought I wanted

22:51 and getting to hear from them about what life has really looked like.

22:55 Um, I'm like, man, I wouldn't have had the family.

22:57 I wouldn't have had the stability.

22:58 I wouldn't have had the marriage that I have.

23:00 Um, I wouldn't have had the the community in my church.

23:04 I wouldn't have had the opportunity to actually

23:06 become what I think I'm meant to become,

23:08 which is an entrepreneur, a communicator, a leader,

23:12 and and and do stuff that I never even kneed.

23:15 I mean, YouTube didn't exist when I was in college.

23:17 Like, none of this stuff.

23:18 How crazy is this world we live in, right?

23:19 So, you can't imagine what your skill set

23:22 and desires really are meant to do, right?

23:24 And so, when you put a limit on God, like, it has to look like this.

23:26 I think that's what I was trying to do is I

23:28 was trying to make sense of my my interests and my passions.

23:30 I'm so glad I didn't get that dream because I don't

23:32 think it would have led to all the other parts of life,

23:35 which is a big heartbeat for you and I is not just have a business

23:38 that makes us plenty of money to do the things we want to do,

23:40 but have the lifyle to be with the people we want to be

23:44 and do the things we want to do outside of the business.

23:46 The life freedom.

23:48 Exactly.

23:48 That's to me the reason I have a business.

23:50 So, I don't think I would have gotten that if I had pursued the Rockstar Dream.

23:53 Yeah.

23:53 You'd probably you'd probably be in the golden handcuffs to this very day

23:56 on a tour bus somewhere on your way to somewhere you'd rather not be.

24:01 Yep.

24:01 Yeah.

24:01 Performing something that you ain't feeling.

24:03 Yep.

24:03 For a bunch of people who are

24:05 attempting to escape from their experience of reality.

24:08 Yeah.

24:08 And I don't want to act like it's all negative because I think it's not.

24:10 No, it's not all negative.

24:11 It would have been so much fun.

24:12 But I I look at I have two daughters, 16 and 14.

24:15 I look at them and think, man,

24:18 I would I would not be around them all the I'd be gone.

24:20 They would grow up without without a dad.

24:22 he's gone for six months at a time, three months at a time, or weeks at a time.

24:25 Like, what kind of life would they have?

24:27 Like, I have a beautiful relationship with those girls, you know,

24:29 and and they they're going to know my dad was always there.

24:33 Always.

24:33 Like, my daughter had a she was in a musical this weekend in Lay Miz.

24:36 She had a starring role in Lay Miz and just

24:38 going to multiple shows and being able to support her.

24:40 So much fun.

24:41 Yeah.

24:41 And just like my dad was there, you know, and like I would not have had that.

24:44 And maybe I could have a good relationship with my kids,

24:46 but I just think about all the things I would have missed.

24:48 So, no, I'm glad I'm glad I didn't get my dream.

24:50 Yeah.

24:50 Yeah.

24:51 Yeah.

24:51 Sometimes the dream that we miss out on is more important than

24:54 than we thought it would be if we had had gotten it.

24:57 So we talked about just now a few

24:59 minutes ago the freedom that we have in business.

25:03 Now a lot of people they start a business thinking okay

25:07 now I don't have to I'm not going to have a boss.

25:09 I'm going to work for myself.

25:11 I'm going to have this freedom.

25:12 And then what you do is you start a business.

25:14 And if you start the wrong kind of business, then you end up not having a boss.

25:18 You end up having 32 bosses that are called clients.

25:23 Right.

25:24 Right.

25:25 And now you got all of these different

25:27 people pulling you in all these different directions.

25:30 Like how do you start, run, and own a business that doesn't end up owning you?

25:38 And you wrote this book,

25:39 this this amazing masterpiece of a book called The Effortless Business.

25:47 And um build a high income, lowmaintenance business and life.

25:53 Like how I mean, is that really possible?

25:57 Question number one.

25:59 And if it is really possible, how can somebody have effortless business?

26:02 Come on, bro.

26:03 That sounds like hype, man.

26:04 It's not hype.

26:05 That's what makes it a fun title.

26:07 people will buy it just in spite of it.

26:09 Like this is ridiculous.

26:10 I'm going to read this and show this guy how he's wrong.

26:12 That's kind of how I felt with uh Tim Ferrris's the 4hour work week.

26:15 Yeah.

26:16 He probably got a lot of sales out of spite.

26:18 But so to me, so effortless is how something feels, right?

26:24 That's that was a bar.

26:27 But you are a musician, so of course

26:31 of course it was a bar.

26:32 Duh.

26:32 I try.

26:32 I try.

26:33 Singer songwriter Graham Cochran, the guitar player, rockstar.

26:36 Okay.

26:36 We anyway.

26:38 Yeah.

26:38 Yeah.

26:38 I mean, people say, "Well, there's got to be effort." Well,

26:40 of course there's got to be effort.

26:41 But the way I think about it is there's okay, effort fueled businesses fade,

26:49 but energyfueled businesses flourish.

26:52 And what I mean by that is when you start a business,

26:54 you typically only know one fuel source, which is effort.

26:57 You just you just get after it.

26:58 You knock on doors, you call, you build the website,

27:01 you post, you do all that stuff.

27:02 And it it's exciting and fun at the time because you you're the the energy

27:06 and adrenaline pushes you forward and it gets a momentum going for sure.

27:10 But the problem is if you never learn

27:12 another fuel source and all you know is effort.

27:14 Then when you don't get to the income level you want to be

27:17 at or the impact level you want to be at, you're like,

27:19 well I got to double down.

27:20 Like if this is the amount of effort it took me to get to $50,000 a year,

27:24 I'm going to have to do twice as much effort to get to 100,000.

27:26 Right.

27:26 And so

27:27 and work twice as many hours.

27:28 I don't have twice as many hours.

27:29 So now what am I going to do?

27:31 Exactly.

27:31 And so everyone can will run that play until it doesn't work for them

27:34 anymore and they bump up against to what I call the burnout barrier.

27:37 And it's a different place for everyone.

27:38 It's usually you recognize it in plateauing in income, but you feel it in like

27:44 the burn plateau in energy.

27:46 Oh, exactly.

27:47 And so that's why you see a lot of YouTubers disappear overnight.

27:50 Business people like where did she go?

27:51 Where did he go?

27:52 Like they're they built something that's not sustainable.

27:55 And it's not sustainable because they were doing

27:57 it based on effort because they wanted an outcome.

28:01 And maybe it was the views, maybe it was the fame, maybe it was the money.

28:03 They wanted an outcome.

28:04 They weren't doing it because of the energy that they got from doing it.

28:11 And so when you I think what I hear you

28:13 saying is when you're doing the thing that you're doing,

28:15 when the effort that you're putting in is coming

28:18 from the energy that you get from the thing itself,

28:21 then the business feels effortless.

28:23 Oh, 100%.

28:24 Like Seth Goden said, "Build a downhill business." That guy, another bar.

28:30 That guy, his whole everything about him.

28:32 Yeah.

28:32 Seth is pretty much a bar.

28:33 He's a genius.

28:33 But build a downhill business.

28:35 Well, that makes so much sense.

28:36 Why would you build a business that for you

28:38 feels like you're pushing climbing like you're pushing a boulder up a mountain.

28:41 Yeah.

28:41 And that's going to be different for you and for me.

28:43 That's going to be different for anyone watching.

28:45 Like

28:46 that's what's so interesting about it is you are a unique individual.

28:48 So what about think about your personality?

28:50 Think about your season of life.

28:51 Like do you have little kids?

28:52 Do you have no kids?

28:53 Are you single?

28:53 Are you married?

28:54 Like what would be effortless for you to do?

28:57 The most easiest thing for you to do.

29:00 I think people think it has to be hard.

29:04 Wow.

29:03 Do you know what I'm saying?

29:04 Like they assume it has to be hard.

29:05 What if it you thought for it to be successful, it should be easy.

29:10 It's just a fun.

29:10 So now the paradigm is different.

29:13 Absolutely.

29:12 So what I'm expecting to find as I'm looking

29:15 for the thing that I'm looking for is totally different.

29:20 Yeah.

29:19 And we know that effort isn't linear.

29:22 Effort isn't the secret to growing a big business.

29:24 The billionaires in the world, the Elon Musks,

29:26 the Jeff Bezos, they're not working bajillion times harder than us

29:30 or bajillion times more hours.

29:32 Exactly.

29:32 Um it's all about leverage.

29:34 And so it's all about deciding what kind of life do you want to live?

29:38 What tasks, environments,

29:41 people give me energy instead of drain my energy so that I can keep going.

29:44 But then building a business because you have to have a business model.

29:47 building a business model that actually makes

29:49 money but actually makes money with leverage.

29:52 And so you you've discovered this and whether it was going from selling

29:55 one to one to one to many to being a premium provider.

29:59 Um all different types of things using

30:01 content to have people discover you versus you looking for them.

30:05 Exactly.

30:05 There's there's so many more tools today to have

30:08 a more effortless business than there even were you

30:10 know let's say Tim Ferris's 4-hour work weekek like

30:12 2009 like or 2007 when it first came out.

30:15 Even back then it was possible, but it's so much more possible now.

30:18 And it's so much more possible now for so many more people now.

30:23 Yeah.

30:22 Because the the same thing that makes it feel

30:25 hard now is the thing that makes it easier.

30:28 And here's what I mean by that.

30:30 Um I said earlier, there's never been a time in human history

30:32 when it's been easier to create wealth than it is right now.

30:35 But it feels hard because the world is changing so fast

30:39 that by the time you learn the thing you learn today,

30:43 when tomorrow comes, it's obsolete.

30:44 So you feel like I just wasted all this time learning this thing.

30:47 Well, that's why it's so much easier to build

30:50 a business because the world is changing so fast.

30:52 It's not just hard for you to catch up.

30:53 It's hard for the everybody else in the world to catch up.

30:55 So all you got to do is master one

30:56 thing that the whole world wants to know about.

30:58 And you master that faster than everybody else.

31:01 And then you get to be the one leading the charge

31:03 in guiding people through this new

31:08 unexplored landscape of whatever the thing is.

31:12 And now you get to be the go-to person who everybody thinks,

31:14 "Have you seen Graham Cochran?

31:16 He knows how to do this effortless

31:18 business thing better than any." And so people

31:20 end up talking about you because you've

31:22 impacted their life at such a high level.

31:24 You said it guide, you know, Donald Miller,

31:27 you know, this this building a story brand book um

31:31 the guide and the hero.

31:32 It's just a great point like you're not the hero.

31:33 If you want to be successful in business,

31:34 you have to view your client as the hero

31:38 and you're the guide.

31:38 You're the Obi-Wan Kenobi to the Luke Skywalker.

31:41 You're the um you're the g, you know, Gandalf to Frodo or Bilbo.

31:46 You're the, you know, Dumbledore Fred Flintstone.

31:49 Sorry.

31:50 Exactly.

31:51 I knew there'd be a Flintstone reference.

31:53 Why does that not surprise me?

31:55 Oh my gosh.

31:56 I couldn't resist.

31:57 But yeah, it's everywhere.

31:58 Right.

31:59 And the guide, but people are looking for a guide.

32:03 Right.

32:02 Right.

32:02 the more uncertain the world is and you hit on it

32:05 and more uncertain it becomes the more certainty people will crave 100%

32:09 and you can't give them absolute certainty but they can pick

32:13 their guides and they will pick someone they're like I trust my

32:17 I trust Graham I trust whoever it would be um and I like the way he thinks about

32:22 it or she thinks about it and so if

32:23 you can position yourself as trustworthy and the guide

32:27 then you can be the one that gets to navigate them through

32:29 their hero journey even as things change

32:31 they're looking for someone to guide them

32:33 100.

32:34 And it it it's so interesting that you say that.

32:36 One of my favorite quotes, as you already know,

32:38 um Frank Kern said it as good as anybody who's ever said it, I believe.

32:44 Um if you want to build a really big successful business long term,

32:50 you have to prove to people that you can help them by actually helping them.

32:55 I've discovered some and maybe and I'd like for you

32:57 to share if you've applied this to your business,

33:00 your effortless business as well.

33:02 Um, I've discovered that I post content on YouTube.

33:08 I don't call that my free content.

33:10 I call it my community service content.

33:12 It's the content that I provide to the community of people who believe they

33:17 don't have enough money to pay me what I charge because I charge a premium.

33:21 Some people say, "Well, you charge a lot." Well, it's not a lot to me.

33:24 So, so I guess it depends on who you're asking, right?

33:27 And so, so, so the idea that I'm going to put content on YouTube,

33:34 I'm going to put content on Tik Tok, I'm going to put content on LinkedIn,

33:37 I'm going to put content on Facebook and Instagram and X and threads,

33:42 but I'm going to make sure.

33:44 So, this is my rule of thumb for po whether or not

33:46 I should post a piece of content as community service content.

33:51 If I couldn't have sold it and had people be happy they bought it.

34:00 It's not worth posting for quote free.

34:04 That and that's why you're winning, right?

34:06 It's it's generosity at play.

34:08 It's generous people are rare.

34:13 Um there's a proverb in Proverbs 11 that says,

34:15 "One gives freely yet grows all the richer."

34:18 And another withholds what he should give but only suffers want.

34:21 M and that paradox is fascinating to me.

34:23 You're experiencing, you're that first part of that verse.

34:26 You're giving freely with your community service

34:28 content stuff that other people would say,

34:29 "Man, you should keep that behind the payw wall.

34:31 How can he give such such good stuff?"

34:33 I literally get that question on my YouTube

34:35 channel in comments every single week.

34:37 Like, how's this free?

34:39 Yeah.

34:40 How's this free?

34:41 Well, it's not really free because you're paying with your attention.

34:45 Yeah.

34:44 And see, I'm I'm aware of where paying attention leads to.

34:48 See, because I learned in the Bible

34:50 that where attention goes, intention follows.

34:54 So if I can attract your attention, I will eventually attract your intention.

34:58 And so I'm aware of that.

34:59 So So yeah, that that is a remarkable that is a remarkable

35:04 like when I started my first business,

35:06 I was in a mini mastermind of just just peer group of guys were like,

35:09 "Hey, let's support each other as we start these internet businesses."

35:12 And they were seeing how much content I was posting on YouTube.

35:15 Back in the day, I would blog twice a week

35:17 and post a video on YouTube every single week.

35:19 And I I have posted every week for 16 years, by the way.

35:22 I've never missed a week.

35:23 So, that's one

35:25 one reason why you can be successful is just continually serve people.

35:28 Consistency.

35:30 But I remember them saying on one call, Graham, you're giving too much away.

35:33 And I remember I did a um I did like a 30 day I'm going to do like

35:36 a five five minute video a day for 30 days

35:38 and it'll be all this theme content just for fun, just to see what happens.

35:42 And by the way, it doubled my traffic,

35:44 doubled my email list, and doubled the business almost in 30 days.

35:47 It just it was wild.

35:50 Wow.

35:49 But I couldn't do that sustainably every day.

35:51 I didn't want to do it every day, but I wanted to try.

35:53 Wanted to test it to see like Yeah.

35:54 see what happened.

35:55 And they told me, "You should have sold that.

35:56 That could have been a mini course.

35:58 You could have sold that and you're giving too much away." And they

36:00 kind of laughed at me like it's not going to work for you.

36:02 They're like, "Yeah,

36:04 like like uh like Curtis Strange said to Tiger Woods when he said,

36:06 "I don't go to a tournament unless I believe

36:08 I can win." He just goes, "You'll learn." Y but Curtis Strange actually learned

36:13 well that's the point I was I remember and I was so

36:15 insecure at the time because I didn't know and I was like

36:17 well I'm just doing what felt intuitively right like they're not going

36:20 to want to buy anything from me if they haven't consumed right

36:23 test driven my brain and my ideas but I continued on my path uh that strategy

36:28 of giving away great content for free every single week

36:31 for years has made me probably $20 million and counting

36:36 and I don't know where those guys are anymore.

36:38 I don't think they exist.

36:40 They were withholding the whole time.

36:42 I'm just going to just give them enough just to make them buy.

36:44 Make them buy.

36:44 Right.

36:45 But that's that's one reason why when I saw you,

36:47 I was like, "Oh, he's running the play." Just blow people's minds

36:51 by giving so much value.

36:53 So much value.

36:54 You become like the guide they have to have

36:56 because you're serving them more than anybody else is withholding.

36:59 So, they're going to pay more attention to you.

37:02 And it's just it's a beautiful business model.

37:04 It's it's the most beautiful.

37:06 You cannot outso the farm.

37:08 You can't sew so much seed the farm says too much seed.

37:12 Sorry, I got an indigestion.

37:13 I'm not going to produce anything.

37:14 It's like, duh.

37:16 Like, yeah.

37:17 It's it's it's really interesting also that Jesus said,

37:20 "Give, and it shall be given unto you,

37:24 pressed down, shaken together, and running over." Watch what it says next.

37:29 "Shall men give into your bosom." So, you can't outs the farm.

37:35 Yeah, it's an amazing concept.

37:37 So, um I know that you see some

37:43 of the stuff that like effortless business sounds sounds like hype,

37:47 but but I already know I know it's not because like I I come

37:51 to my I come to this studio unless I have a challenge that week.

37:55 I come to this I come to this building twice a week.

37:58 I'm here for a couple of hours and I have

37:59 the rest of the day to go do whatever I want to.

38:01 Now, I spent some time studying and researching and doing all that stuff,

38:04 but I get to play a lot and I get to hang out with the people I love a lot.

38:09 Um, and effortless business sounds hokey until you start experiencing it,

38:15 right?

38:15 You say, um, the 10K offer challenge.

38:19 Does that mean you like what does that mean?

38:24 10k offer challenge because that sounds that sounds

38:26 like that sounds frankly to most people who

38:29 are going to be watching this video or many people way too good to be true.

38:33 $10,000.

38:36 Yeah.

38:36 Yeah.

38:36 So, I think when once you have a $10,000 offer, your life changes.

38:41 When you say a $10,000 offer,

38:42 do you mean an offer that you're like when you make the offer like on a webinar,

38:45 you have a $1,000 off product and then 10 people buy it at a thousand?

38:49 Or do you mean

38:50 an offer that costs someone $10,000 pays you $10,000 for that offer?

38:54 Let me ask you a question.

38:55 How long were you an entrepreneur before

38:57 you had enough belief to charge $10,000?

39:01 So, because you thought somebody would pay you $10,000.

39:04 Yeah, a long time.

39:06 Um, I had my own limiting beliefs about

39:09 the industry I was in in the music space, right?

39:12 But once I once I saw the value I was creating and once I saw

39:17 what the alternatives to that offer would be

39:21 for them to get the result they wanted.

39:23 So I and I learned this intuitively even in the music space.

39:26 People want to learn how to record or mix their music.

39:29 They want to learn ProTools.

39:30 And I would say, and it's so funny because you teach this all the time,

39:34 but I and I was doing this without realizing.

39:35 I was like, "Well, what are your options?" Like,

39:37 you could go to Fullale University, um,

39:40 which is like one of the premier schools or Berkeley College of Music

39:42 or something to learn how to produce music with the top people,

39:45 but that's $40,000 a year, you know, or whatever.

39:48 I mean, you didn't you go to Fullale?

39:50 Yeah.

39:50 So, we got some in the room with that's

39:52 an expensive school and not everyone can afford to do that.

39:54 Or you could pay me and I can teach you how to do it for 10 grand.

39:58 Yeah.

39:58 So realizing a that number one you have to discover

40:03 for yourself the true value that you create and most people

40:05 undervalue themselves what they do you know what's or ordinary

40:10 to you is extraordinary to someone else the way you do it.

40:13 So there is some belief work of even knowing that what you do or know has

40:18 high dollar value for someone

40:20 but so that's the first step and then

40:22 you have to uncover that value for somebody else.

40:24 So that's a big part of what we do in the challenge is we'll have people who

40:27 are selling courses or low ticket things or maybe

40:29 they haven't even started their business but they're

40:30 they're undercharging for what they're doing as you

40:32 know and so helping them discover how they could

40:36 reimagine what they do package and present and price

40:39 what they do to be a $10,000 offer.

40:42 Um and how much simpler your life becomes,

40:46 how much less you have to work when you have $10,000 clients.

40:50 Um they're better clients.

40:51 I mean, the people that pay you the least,

40:53 demand the most, complain the most, refund the most.

40:55 The people who pay you the most never complain,

40:58 never refund request people to work with, as you know.

41:01 So,

41:02 the absolute best.

41:04 And and and what's really beautiful is you

41:06 realize that the community service content that you

41:09 create is what created the environment where you

41:11 could attract those people in the first place.

41:13 Like when I think about what you were saying earlier

41:15 um about um you know you put this content out

41:18 there and then people realize oh my goodness this guy

41:20 he's the one like I had never heard of you which is a shame

41:26 right I had never heard of you and so I didn't really know you existed until

41:29 my brother says yeah this guy named Graham he called he wants a VIP day I'm like

41:33 okay cool and um and I really like you if I had known you were this cool

41:39 I probably would have gotten excited about it

41:41 but I He was not excited, by the way.

41:46 I could care less if this guy works on me.

41:49 But you found me because of my you YouTube.

41:51 Now, here's what's really interesting.

41:55 You hadn't bought any of my books.

41:57 You hadn't bought any of my courses.

41:59 You found me on YouTube.

42:00 You watched me for a couple of years.

42:02 And then you reach out and say, "I think I want your highest program,

42:05 which is a VIP day for $375,000." What would be the possibilities

42:12 of you thinking you wanted that if I didn't have a YouTube channel?

42:18 Oh, there'd be none.

42:21 That's what's so brilliant about your model.

42:23 So,

42:24 I this is what you do is in a way what

42:27 I teach because I've been doing it too for 16 years.

42:29 What I teach in the book and I call it the effortless income engine and it's

42:32 like a if I had to simplify my business model into a triangle or three parts.

42:37 Okay.

42:37 At the end of the day, we can we can be different.

42:39 We can do things different,

42:39 but if you have these three pieces, you can build your business.

42:42 One is you need a client magnet.

42:45 Mh.

42:45 Then you need a magic offer.

42:46 That's what I that's what I call a magic offer.

42:48 Um, an irresistible offer.

42:50 And then effortless enrollment, a way to enroll people into that offer.

42:53 The most effortless way possible because there's

42:55 exhausting ways to enroll people into your offers.

42:57 And I don't like being exhausted.

42:58 Do you like being exhausted?

43:00 Okay.

43:00 That's why we always have so much energy

43:01 when we get neither of us like being exhausted.

43:03 So we have effortless business.

43:05 I know, bro.

43:05 cuz I I like I I was literally getting

43:07 a haircut the other day and like they always ask,

43:09 "What are you doing today?" And it's usually nothing.

43:10 It's like I got nothing I have to do.

43:12 And I know it sounds so weird to talk to normal people that are working hard.

43:15 And it's not that I don't work, but I don't have much I have to do.

43:18 But but if you have these three things, the first one is a client magnet.

43:21 What is a client magnet?

43:22 Anything that would attract an ideal client.

43:24 Now, there are different ways to do it.

43:25 You can run ads and that can work.

43:28 You can speak on stages or people's podcasts,

43:31 you know, because there's three ways to get an audience of people.

43:33 You can build one yourself.

43:35 You can buy one or you can borrow one.

43:37 And so, you know, buying is an ad,

43:39 borrowing is guesting on other people's um shows like we're doing

43:42 now or getting on a podcast or speaking at a conference.

43:45 Um or you can build your own.

43:47 And you should probably do a combination of all three.

43:48 All free, which is great.

43:50 But building is free.

43:51 Um and it's easy and it's fun because when

43:53 you build your own platform or your own stage,

43:56 you can speak on it whenever you want.

43:57 You don't have to get invited.

43:58 Isn't it awesome?

43:59 It's great.

43:59 You don't ask permission to speak on your own channel, your own stage.

44:02 Show up and shine.

44:03 But what's great about what you've done is you built the client magnet so well.

44:06 That's your YouTube channel

44:08 because now it's it's constantly attracting your ideal person.

44:12 So someone sees a video, they might be interested.

44:14 They might Who's this guy with this beard in this suit?

44:17 And they watch it and Yeah.

44:19 who thinks he's funny, by the way.

44:20 Yeah, you actually make me laugh some sometimes.

44:24 Most of the time.

44:24 And it's like whatever, bro.

44:26 They check you out and they give you a shot.

44:28 And because they're giving you a shot,

44:30 you you better make sure that if this is the only piece of content they see,

44:35 they are blown away.

44:36 Do you know what I'm saying?

44:37 So good.

44:39 That's That gave me chills actually when you said that.

44:41 Dude, never ever assume they're coming back,

44:45 right?

44:45 You You would be so lucky that they found your video

44:47 in the feed of all the other videos and the sea of content.

44:50 The fact that they found it, don't take that lightly.

44:52 So, it doesn't mean it has to be like professionally edited and all this B-roll.

44:57 That's not what people care about.

44:58 I have no B-roll.

44:59 I know.

45:00 We have no editing on our live SHOW.

45:01 WE JUST GO LIVE and just, you know,

45:03 if I say something goofy or if I drop something on the floor, I pick it up

45:08 and it doesn't hurt you none.

45:11 No, because that stuff doesn't matter.

45:12 What matters is do they connect with you?

45:15 Do you speak to their problems and pains and their hopes and their dreams

45:17 and and do you actually serve them in a way they're like, "Wow, that

45:21 that actually changed my life a little bit.

45:23 That was really helpful." It's so mind-blowing when I hear people tell me that.

45:27 I lit I was doing a church conference.

45:29 It like to me, I'm just a guy.

45:31 To me, like I see myself as a guy doing a thing that I want to do and yeah,

45:37 makes me some money, but I really like it a lot.

45:40 like my my Monday and Thursday used to be just

45:43 a Thursday morning Bible study at IHOP on Bears Avenue in 275.

45:47 There was no cameras, there was no crew, there was no team,

45:50 there was no I just showed up for Bible

45:51 study and if any entrepreneurs showed up, they showed up.

45:53 I didn't even know if anybody was coming but me and my wife,

45:55 but people showed up and I did that.

45:56 I've been doing that since 2013.

45:58 I have what I'm doing on YouTube now I've been

46:00 doing for 13 years before there ever was a camera, right?

46:05 And so 13 years that Wow, I didn't that's that's a long time.

46:08 um what to be doing like a Bible study

46:11 and sometimes it would be two people show up, sometimes it' be 20, right?

46:14 But it'd never be more than 20.

46:17 Yeah.

46:16 Right.

46:16 And now we have a whole studio full of people

46:18 who show up and then hundreds of thousands of people.

46:21 The video today probably already has 5,000 views

46:24 and it just came out a couple hours ago.

46:26 So, so the how you're describing this makes so much sense.

46:32 You need a client magnet, a magic offer, was the third one.

46:39 And then effortless enrollment.

46:40 Effortless enrollment.

46:42 That's so good.

46:43 And that could be anything.

46:44 So you could use a challenge, you could use a webinar,

46:47 you could use live events, you could use an application book.

46:50 What a simple use the thing that makes that makes your life better.

46:54 Exactly.

46:54 Use the thing that resonates with you.

46:57 Exactly.

46:56 Because if you feel like doing it, you'll do more of it.

46:59 But if you don't, you'll do less of it.

47:00 Exactly.

47:00 And that's the whole point is like you you we all need a an offer to sell,

47:07 people to sell it to, and a way to sell it to them.

47:09 A selling environment or a way to to create

47:11 the the the transformation of them buying it.

47:14 How those things work together is up to you.

47:15 In the middle, I got I show it in the book.

47:17 In the middle of the the triangle is your uniqueness.

47:19 Like your unique stage of life, personality,

47:22 experience, ex your comfortability with tech or platform.

47:26 Like none of that matters.

47:27 like and you and you've discovered this cuz

47:29 your business has evolved over the years,

47:31 but in a way you've always had a way to attract clients.

47:35 Maybe you were speaking on other people's events.

47:37 Maybe I was speaking on a lot of other people's events and calls and etc., etc.

47:41 You always had offers.

47:42 And a magic offer is just my definition of an irresistible high ticket offer.

47:45 So something that's highriced, but when presented to your ideal person,

47:48 they go, I have to have that regardless of price.

47:51 Regardless of price,

47:51 and regardless of whether they want want to spend that money today or not,

47:54 they know they have to have it somehow.

47:55 Um, and then you have to have a way to enroll

47:57 people into your I I love Rich Lipton calls it enrolling clients.

48:01 And it's maybe not the first one, but I always like that language of selling.

48:04 You're like enrolling them.

48:06 Yeah.

48:07 They're enrolling actually starts in your your client magnet content.

48:09 You're enrolling them into your belief system, the way you see the the world.

48:13 You know, I think about you have people have to buy into your premise of how

48:17 to solve their problem before they can buy

48:19 into your promise of how you solve their problem, which is your offer.

48:22 And so, yeah, it's just enrolling people.

48:23 And so, When you get to decide what those three

48:27 things look like and and bake it into your actual week and your season of life

48:33 and you realize you can print money in any way you want,

48:36 then then that's when life gets fun

48:37 because you're not doing someone else's business.

48:39 Really really fun really really fast.

48:43 Yes.

48:42 Yeah.

48:42 What is your what is your take on um

48:48 this whole idea of like you say premium offer?

48:52 Let me ask you this.

48:53 Let me ask you a different question.

48:54 I'll come back to that.

48:56 What's the highest price offer you've ever sold?

49:03 $100,000.

49:03 You told somebody, they asked you how much and you looked at them

49:06 in their god-given eye and said it's $100,000 and didn't crack a smile.

49:15 Correct.

49:18 Okay.

49:18 Now, to me that sounds encouraging.

49:24 If I were a new person, to me that would sound encouraging because

49:27 you don't have to have a $100,000 offer.

49:30 My first your f my f How much was your first premium offer?

49:33 I want to see if it was the same as mine.

49:35 Your first like more than more than $1,000 premium offer.

49:39 How much?

49:39 Yeah, it was 3,000.

49:40 That's crazy.

49:41 That's exactly the same as mine.

49:42 My first offer was $3,000.

49:46 That's wild.

49:47 And I And And you know why I made mine 3 I don't know why you made yours 3,000,

49:50 but you know why I made mine 3,000?

49:52 I knew nobody would buy it.

49:53 And I needed to practice.

49:54 I'm serious.

49:54 I'm like, nobody's going to pay me this for this.

49:56 But if I don't offer it, they're not going to pay me.

49:57 So, I'll make the I make the offer.

49:58 We had about 15 people in a little seminar in some little hotel room somewhere.

50:02 And I think in I'm sure pretty sure

50:04 in um Pennsylvania made this offer for $3,000.

50:09 Two people came and bought it.

50:10 And you know what my you know what my thought was?

50:11 This was this was probably 2005.

50:15 My thought was maybe they didn't hear me say it was $3,000.

50:20 Right.

50:21 Right.

50:22 Right.

50:22 And so, so, and the reason I'm telling that part of the story

50:25 is because you and I were sitting here talking about a $100,000 offer,

50:28 a $375,000 offer or $25,000 offer.

50:31 Like, it's just like, "Oh, somebody go get me the milk.

50:34 I've got some cornflakes." Right?

50:35 And people were like, "Come on, bro." We didn't always feel this way.

50:40 When you made your $3,000 offer,

50:41 were you pretty sure people were going to buy it?

50:43 Oh, no.

50:44 I knew no one was going to buy it.

50:45 Oh, so you knew no one was going to buy yours, too?

50:49 Yeah.

50:48 And then they bought it.

50:50 So, what did you do after they bought yours?

50:53 I told my wife they actually bought it.

50:55 I was like so confused, you know.

50:56 She's like, "Well, what did you think was going to happen?" Yeah.

50:59 Why would you make You know, I wanted to test it and I was just testing it.

51:03 It just goes to show you can be really bad at this stuff and figure it out.

51:06 Like, you cannot It's not about confidence like they're just confident.

51:09 I was confident.

51:10 I was confident nobody was buying it.

51:11 Yeah.

51:12 That far, right?

51:13 Yeah.

51:14 So, so you know what I did soon as two people bought it?

51:19 You know what I did?

51:20 I bet you can guess first guess what I did.

51:22 Raised the price.

51:23 I raised the price.

51:24 Next time I offered, I offered it for $4,500.

51:27 Seven people bought it.

51:29 You raised the price.

51:30 More people buy it.

51:31 This is fun.

51:33 Mhm.

51:33 When I stopped selling that as a standalone offer,

51:35 you know how much I was selling it for?

51:37 $35,000.

51:42 Wow.

51:42 So, and I'm I'm sharing that with the people who are

51:45 going to hear from you because you're going to show people who

51:49 are just getting started how to offer a $10,000 offer

51:53 in your challenge or how to build an effortless business from your book.

51:57 And they're going to be people who when they come into your ecosystem,

52:00 they're not going to know they can do it, right?

52:05 But you did something different, bro.

52:07 You did something a little different.

52:09 And I'm I probably should ask you about this off camera,

52:11 but we're already here, so I'm going to ask you anyway.

52:15 You watched me on YouTube for two years and then you said,

52:19 "I want the highest price thing." Why would you

52:20 want the highest price thing out of the gate?

52:23 Why wouldn't you say, "I want to try some test some of these other

52:25 little ones first?" What would make you come to the conclusion,

52:28 "Whatever the highest price thing is, this joke of God, I want it." It's funny.

52:35 When you when you want something bad enough, when you want results,

52:39 you're or you're at a place where you're like,

52:41 I really want to go to the next level in whatever this is.

52:45 Mhm.

52:44 Let me ask you a question.

52:46 Do you want results faster or slower?

52:49 Oh, I always want them faster.

52:50 I want I want I want two things.

52:51 I want more results and faster.

52:54 Like twice as many results in half the time.

52:56 Sign me up.

52:57 Exactly.

52:58 And so that was the reason why I hired you at your VIP because I thought,

53:01 well, Myron's brilliant and I can learn

53:06 from his YouTube stuff, which I have been.

53:08 I could read his book.

53:09 I could come to his challenge.

53:10 I'm sure there's other offers between that and the VIP.

53:14 But I know if I got some time with him or I

53:18 invested at that level and was in that environment,

53:21 I would learn more and get results faster because of the proximity to you.

53:27 for one, but also because and I've experienced this myself and that's why I

53:32 had a little more confidence coming into your offer is the more I spend,

53:38 the more invested I am emotionally.

53:40 Right.

53:40 So, as as you like Jesus said, the heart follows the pocketbook.

53:44 Exactly.

53:44 So, and I love that where your treasure is, your heart will be also.

53:47 So, where you want your heart to be, put your treasure.

53:50 That's why like the moment you bought I like how you said that, right?

53:53 When you bought Bitcoin for the first time,

53:54 this is probably the first time you were tracking Bitcoin, right?

53:56 I never even looked at it before then.

53:58 Yeah.

53:58 Because now you're like, "Oh, how's it doing today?" Like,

53:59 "Has it got your heart, you know,

54:00 a little bit?" Just like when you buy a stock or you bought your first house,

54:02 you're like, "Oh, now I'm looking on Zillow.

54:04 Is it has it gone up or down?" You didn't

54:05 care about that when you're renting the house you rent.

54:08 Exactly.

54:08 So, but that that can be a good thing because if your heart's in it,

54:11 well, then now you're going to pay more attention.

54:13 You're going to be committed.

54:14 And I dude, I knew from I'll be honest,

54:16 I knew from the first couple of videos of yours,

54:18 two years before I signed up to work with you,

54:21 that I was going to hire you and work with you.

54:23 But I just didn't have the margin at the time

54:25 with some other things I was doing and other coaches I was

54:27 to maximize that experience and I knew I want

54:31 to make sure I have the the time and the mental

54:33 clarity to be all in because when I hire a coach I go all in on that coach.

54:37 Yeah.

54:37 You you did really good this year, bro.

54:38 You were like you were you were a killer, Graham.

54:41 Yes, sir.

54:42 See what I did there?

54:43 Yeah, I saw it.

54:44 I saw it.

54:44 Yeah.

54:45 But that's why I wanted more results.

54:46 I wanted it faster.

54:48 What's what's the what's the biggest what's your favorite implemented takeaway

54:56 that you've had in the last 12 months working with us

55:02 man I mean so many I mean working with you

55:04 has been trans transformative absolutely transformative I'll tell you one thing

55:07 and I don't want to make this about me but I like I want to show

55:10 people that where they are is where you were and where they are is where I was

55:14 oh yeah does that make sense okay

55:17 I I mean, the biggest thing was probably our first day we sat down together,

55:20 you said, "Oh, what you're charging for one-on-one

55:23 coaching should now be your group rate."

55:25 Like, your less is too cheap, you know, like.

55:27 And it's it's one of those things that, you know,

55:28 like I'm always raising my prices,

55:30 but when someone comes in and sees because functionally what a coach can do,

55:33 and what you did in that moment,

55:34 whether you were thinking about it like that or not,

55:36 this is probably obvious to you, was a coach can impart belief.

55:41 When you said, "I believe you're worth more than that." Right?

55:44 And how much were you charging?

55:46 It was 54,000 at the time for one-on-one coaching.

55:50 $54,000.

55:52 Yeah.

55:51 For how much coaching?

55:53 For a year.

55:54 A year of coaching.

55:55 How often?

55:57 Bi-weekly calls.

55:57 Oh my goodness.

55:58 That's That's what I'm saying.

55:59 That's what you said.

55:59 You said no.

56:00 You said no, sir.

56:01 I I probably had the same reaction that I just What are we doing?

56:05 But but hearing that like I I kind of knew

56:08 like I need to But hearing you say no,

56:11 you can charge you should charge way more than that.

56:13 It's like almost it's all you need sometimes

56:15 is because if it's a person you respect

56:17 who's looking at your situation and says I I'm I'm not I got a $55,000 offer.

56:23 It has no one-on-one coaching in it at all.

56:25 Exactly.

56:26 Yeah.

56:25 So that was that was just an example of you saying,

56:28 "Oh, I believe you can do a whole lot more." Gotcha.

56:30 So that's powerful.

56:31 So it wasn't the I you know what I thought you were going to say?

56:34 The anyway offer how to turn every that was probably the most fun one.

56:38 Yeah.

56:38 Okay.

56:38 Okay.

56:39 Cool.

56:39 Yeah.

56:40 Um, so we've got people who've sat here and listened to us chop it up.

56:45 And it's it's so weird because I feel like I

56:47 have I have so many more questions I can ask,

56:51 but I think people need to stop just being entertained and engage, right?

56:58 It's time for people to engage.

57:00 And if they engage with you and learn the effortless

57:04 business and learn how to make a 10K offer,

57:07 it'll take their life to another level.

57:09 So, where do people need to go to get the Effortless Business book?

57:14 Question number one.

57:15 Question number two, um, how can people get enrolled in the 10K offer challenge?

57:23 Yeah, the Effortless Business book is at effortlessbus.com

57:27 and it's the only place you can get it.

57:29 And then the 10K offer challenge we're running right now.

57:34 The next one's coming up.

57:35 It all the details will be at 10koffchallenge.com.

57:39 and you'll see the dates, you'll see the times,

57:41 and that's that experience will blow your mind.

57:43 We have people that come on it,

57:45 they don't think they can charge more than $1,000 for something,

57:48 and by the end of the week, like within the challenge,

57:50 they've sold two or three $10,000 offers to to people.

57:55 Wow.

57:54 They walk away make not everyone does that, but like people literally

57:59 will say, "I didn't even think this was possible for me,

58:01 and I've already made $20,000.

58:03 It's not even Friday yet." Wow.

58:04 So, it's just it's fun to see.

58:06 That's really cool.

58:07 You're doing a challenge and people are making money during your challenge.

58:11 Challenge every time.

58:12 Yeah, that's that's another level.

58:14 Yeah, that's another level, bro.

58:16 That's crazy.

58:17 That's crazy.

58:17 Well, I'm I'm going to say this.

58:19 Um before before I say my last thing,

58:22 is there anything you want to tell our audience and just look into their eyes

58:25 and tell them something about building an effortless business or a 10K offer?

58:29 Yeah, I mean, I think you want three things in life if you're a business owner.

58:34 You want money, more of it,

58:36 so you can do the things that money requires, which is most things.

58:39 You want margin, which is space in your life, in your brain,

58:42 in your calendar to enjoy that money with the people you love.

58:45 And then you want meaning.

58:47 You want purpose.

58:48 And I think most people want the money first.

58:52 And once they get money, they realize they need margin.

58:54 And once they get margin, they realize they need meaning.

58:56 So, and you need all three.

58:58 But that's probably the order in which you're going to pursue them.

59:00 But you need all three.

59:01 An effortless business is worth pursuing because it will give you all three.

59:05 You can have a business built around your values

59:08 and built around your purpose in life that gives you margin

59:11 to be with your family and your friends and to take

59:13 care of your health and to do fun things,

59:15 but makes you plenty of money to do whatever you want.

59:18 Whatever your financial goal, it is possible.

59:20 You don't have to have it all figured out, but I'm just I'm living proof of it.

59:23 If I can do it as a a broke musician on food stamps, anybody can do it.

59:28 Wow.

59:28 So good, bro.

59:29 So good.

59:30 So folks, y'all have just heard from my dude, my brother from another mother.

59:34 I call him Kilogram, but because he's an author, we'll call him Graham Cochran.

59:39 Um, you've heard from Graham Cochran, and um, his book is magnificent.

59:44 His challenge will change your life.

59:46 Engage with him.

59:47 Be glad you did.

59:48 Thanks for watching, Graham.

59:50 Thank you for being here, brother.

59:51 Thanks.

59:51 My pleasure.