How To 10X Step-By-Step

0:01 On this video today, I am talking with in my opinion the world's leading

0:04 expert in how to scale your business and your life exponentially

0:10 to places and experiences to like that are far beyond

0:16 anything you could have allowed yourself to believe in the past.

0:18 I have with me none other than my friend,

0:21 business genius, scaling genius, 10x is easier than 2x genius, Dr.

0:26 Benjamin Hardy.

0:27 Dr.

0:27 Ben, welcome to the show.

0:28 It's always special to be with you, Aaron.

0:30 Always a pleasure to be with you as well, brother.

0:32 This is one of my favorite spots to be.

0:33 Yeah, I know.

0:34 Really, no.

0:35 It's special to be in your presence.

0:36 I feel the same way about you.

0:38 Every time we have a conversation,

0:39 it explodes into all kinds of wonderful ideas.

0:41 And so, I know that you have shifted your focus into scaling and you're

0:45 working with companies regardless of size

0:47 and your promise to the company is so unique.

0:51 We will help your business scale 10x in 3 years or less.

0:56 That is such a regardless of the size of your business.

0:59 That's a mind-blowing idea for most people.

1:03 And some people believe that the bigger a company is,

1:05 the harder it is to make that happen.

1:07 So, share with us some of your discoveries with that new focus in your business.

1:13 What's interesting is we recently just did a a study

1:15 and these are not people in our in our company.

1:17 So, like people in our company,

1:19 they have all shifted from what we call growth to scale.

1:21 Two totally different games.

1:22 Two totally growing a business, you are at 5 million going for 6.

1:26 Mhm.

1:26 Right?

1:27 If you're scaling, you're going for 5 million going for 50 in 2 or 3 years.

1:30 Different game going from going for 50 then going for 6.

1:33 Mhm.

1:34 Everything that's acceptable going for 6 is not acceptable going for 50.

1:37 1,000%.

1:39 Right?

1:39 The And so, when you're going for 50 in 3 years,

1:41 different team, different focus, probably different client base.

1:45 Everything becomes different, right?

1:46 And the scale So, scale and growth are two different games.

1:48 Two different games.

1:49 So, that's that's your biggest that's your biggest aha.

1:51 So, what is it that causes most people to I I think I know the answer,

1:57 but I'm I want to hear your answer.

1:58 What is what is the thing that that stops most people

2:02 from breaking out of the growth

2:04 mentality and stepping into the scaling mentality?

2:08 So you can know you're in a growth mentality if

2:10 you use your past and present to shape your goals.

2:12 Right, so we did 5 million last year, let's go for 6 this year.

2:15 Or you even use your current system and your current

2:17 capacities to shape what what you can do.

2:20 Rather than letting the future shape your capacities.

2:22 Rather than letting the future shape your goals.

2:24 Right.

2:25 And so it's it's a So first off,

2:27 people just have to acknowledge I'm letting the past shape my goals.

2:30 Right.

2:31 Okay.

2:31 And and that's growth.

2:32 And that doesn't that doesn't allow them to be strategic.

2:34 It doesn't allow them to actually isolate the power law,

2:37 which would be the one thing that creates all the growth.

2:40 Uh it doesn't allow them to be ultra powerfully.

2:41 You know, you said that really fast.

2:43 But let's let's back up.

2:45 The power law.

2:46 State the power law for us if you don't mind.

2:48 Yeah, so if anyone if you've all heard the 80/20 principle,

2:51 the 80/20 principle is essentially an a very

2:53 elementary understanding of the power law.

2:56 Um the power law is far more extreme.

2:59 It's it you know, everything gets to the 99th percentile and beyond.

3:02 So the power law is the 1% or less of things that create 99% of the results.

3:07 So if you're seeing and so if you think about music,

3:10 99% of the music that people listen to is created by 1% of the musicians.

3:14 Right?

3:14 99% of the books that sell are from 1% of the books.

3:17 It's actually way less.

3:18 And 99% of the market's from 1% of companies.

3:20 And so you know, when you look at so there's there's

3:23 what's called the power law distribution and then there's the bell curve,

3:25 which is the normal distribution.

3:27 And the normal distribution is useful for looking

3:30 at things like height and weight and things like that.

3:32 But when you look at results, it's always on a power law.

3:35 So the so the normal distribution is that there's a mean and that you know,

3:39 there's a bell curve and everything's close to the mean.

3:42 Which if the for things like height, that's pretty true.

3:44 Like I'm 5 ft 10, I'm right in the mean.

3:46 So the tallest person in the world is 7 ft 10.

3:49 So So 2 ft taller than me.

3:51 That's massive extreme outlier, right?

3:53 Very rare, but he's only like 35% taller than me.

3:56 35% but think about a business that's 35% bigger than mine,

4:00 that's not that much in business terms.

4:02 When you get to things like business or results or book sales,

4:05 the average business in the United States does 50,000 revenue, 50,000.

4:09 Wow.

4:10 It's not that much, right?

4:10 But that's the mean.

4:11 Like a year?

4:12 Yeah, 50,000, that's the average.

4:13 There's Yeah, there's that's when you're looking at That's

4:16 when you're looking at it from a bell curve perspective.

4:18 So there's 34 million companies in the United States,

4:20 the mean of those 34 million companies is 50,000 revenue.

4:24 And so it's funny cuz when you go out standard deviations,

4:26 which is just a term for describing how far the data goes out,

4:30 one standard deviation is the 84th percentile, that takes you at 500k.

4:34 That's a 10x from 50k to 500k.

4:36 Then you go out to two standard deviations, which is the 97th percentile,

4:40 this means you're bigger than 97% 97% of companies, that puts you at 5 million.

4:44 Really?

4:45 Yeah, three standard deviations.

4:46 Yes.

4:47 I'm I'm I didn't know yet like Yeah, 5 million dollars a year?

4:50 Yeah, 5 million puts you at the 97th percentile.

4:52 Yeah, so 50 million puts you at the 99.7.

4:56 So you're almost So there's very few companies that get to that level,

4:59 but the only reason I bring this up is

5:01 that power laws don't view the world at the mean.

5:06 Power laws view the world at the tail and and the the knowledge

5:10 of the power laws is that all

5:11 the results are created by the few outliers, right?

5:14 And that's why I said 99.9% of things are caused

5:18 by the by the very few at the extreme ends of the tail.

5:20 So let me give an example of business.

5:23 There's companies in the US, Walmart, that does over 600 billion in revenue.

5:27 Mhm.

5:28 That one company, so remember I told you about the tallest man,

5:31 he's 34 35% bigger than me.

5:34 The biggest company compared to the mean,

5:36 Walmart is 13 million times bigger than the average.

5:41 13 million times bigger than the average in terms of revenue.

5:44 So that shows how different things can get.

5:47 And so the power law is just the the knowledge

5:50 that very few things create almost all of the results.

5:53 All right, you've read Power vs.

5:54 Force by Hawkins, David Hawkins?

5:56 No, I've heard of it, but I've not read it though.

5:57 Hawkins talks a lot about, you know, his map of consciousness.

6:00 The higher up you go on the map,

6:01 the more um the more one person, if you think about Jesus, right?

6:07 One person creates I think about how much impact one person made.

6:11 Right, obviously we know he's God, but like the higher up you go,

6:16 one person can make a difference of millions because

6:19 of just where they're at in their faith and their spirituality.

6:21 So, it's just it's just knowing and then when you apply that to business,

6:25 when you start operating from scale,

6:26 where it's like rather than going for 2x growth, I'm now going for 100x growth.

6:31 Back to that idea of the whole properly set is halfway reached.

6:33 If you 10x or 100x the goal, almost nothing will get you there,

6:36 so it forces you to find the power law.

6:38 It forces you to find the the singular path that has

6:42 100x the upside or the people who have 100x the upside.

6:45 So, do you believe that the average person doesn't exercise the power

6:49 law because they're afraid that it might prove them they're afraid,

6:53 not that this is true,

6:54 but they're afraid that if they had attempted to apply the power law,

6:57 it would prove to them and everybody

6:59 who's looking at them that they're only average?

7:01 That would you say that's their fear?

7:04 Or something else?

7:05 I would say that most people don't appreciate how true that principle is.

7:10 Right.

7:10 That very few things will account for almost all the results.

7:15 And so, you want to filter a lot more aggressively, which is why Michael Porter,

7:20 who created the field of the whole field of strategy,

7:22 said that strategy is mostly about what you don't do.

7:24 Steve Jobs said innovation is saying no to a thousand things.

7:27 Warren Buffett said the difference between successful people,

7:29 let's call it 97 percentile, versus very successful people is that very

7:32 successful people say no to almost everything.

7:34 So, I think that most people just don't understand the gravity of the principle.

7:38 Mhm.

7:38 You know, even things like earthquakes.

7:40 So, there's hundreds of thousands of earthquakes that happen every single day.

7:44 Most of them are completely unnoticed unless you have like very specific tools.

7:47 But then one earthquake can destroy a whole city, right?

7:49 And so, it's always those outliers that create almost all the results.

7:53 And so, it's just people just don't

7:55 acknowledge that, so they keep their floors low.

7:57 And they keep saying yes to things that may be good, but aren't power laws.

8:02 And so, and I think that people can't identify the power

8:04 law because they're operating from too small of a future, right?

8:07 They're operating from growth.

8:08 So, they're letting their past shape their future.

8:10 And so, they're they're kind of their their future's just

8:13 not big enough to filter and identify a power law.

8:16 You know, a potential path that can get them to 10x or 100x.

8:19 So, they're just not filtering from a big enough future

8:21 to even begin isolating or identifying those power law people,

8:25 pathways, opportunities.

8:27 Um and what's what's also beautiful about the power law is is that again,

8:30 it's always beyond the 99.9th percentile.

8:33 So, like once you get that far on the on the tail

8:36 of what's going on, where you're very far away from competition,

8:40 you're very far away from average thinking.

8:42 Um the further and further you get, just the more exponential it becomes.

8:45 But also, the further you get there,

8:47 your mastery becomes more and more unique, right?

8:49 Like that's where in genius comes in is is

8:51 that you're doing something so different that it's not comparable.

8:54 So, that's what a master is is they're doing something so far

8:56 away from what everyone else is doing that there is no competition.

8:59 Exactly.

9:00 Exact Oh, that's so By the That's so Porter Porter

9:03 said Michael Porter said that that strategy isn't about beating competition,

9:07 it's about escaping competition.

9:09 You know, you don't If you're if you're still competing with other people,

9:11 you're not you're not know you don't You're not thinking in terms of power laws.

9:14 You don't understand the game at all.

9:15 Yeah, no.

9:16 That is competition Even Peter Thiel and others have said competition is

9:19 for losers because if you're still in that competitive worldview, you will lose.

9:23 Ooh, so good.

9:27 You said so much in such a short period of time,

9:32 [laughter] but I don't even know where to segue back into the conversation.

9:35 Um I like one of the things that I thought about

9:40 when you were talking is um I started asking myself like,

9:45 why do I even like I don't I don't have any desire

9:49 or even maybe the ability to spend all the money I make now.

9:52 Why would I want to make more money?

9:54 And and that's a question a lot of people would ask.

9:56 Like, making more money is not going to change my life.

9:58 There's nothing I want to buy that I can't buy.

10:00 So, why would I want to make Why would I set a goal to make more money?

10:02 Because it allows me to become In fact, it doesn't allow me.

10:06 It forces me to become a better version of myself.

10:10 Because in order for me to make more money I have to serve at a higher level.

10:16 And solve problems at a higher level.

10:19 And so, in order for me to do that I have to have

10:22 something outside of just doing that that causes me to become that person.

10:27 Most people resist the transformation

10:35 that would give them everything they desire.

10:39 I And I think one of the reasons is that it seems like to me

10:43 that they're afraid of what they think

10:48 other people are going to think about them.

10:49 That's a big thing that holds people back,

10:51 which blows my mind because it does It literally doesn't matter.

10:55 That's the ego, small self, just playing competitive games.

10:59 Yeah.

11:00 Worried about the wrong things.

11:01 Worried about the wrong things.

11:02 Okay.

11:02 So, um So, you asked me a question when we were in my office.

11:07 You asked me like um what's my goal for the year?

11:12 I can't see my business making less than

11:15 a hundred million dollars the second half of this year.

11:18 I can't see it making less.

11:20 And it's it's really interesting that the way I

11:27 came to that conclusion is the same way all elevations,

11:32 financially and otherwise that have happened in my life have happened.

11:35 And they were all predicated by new who.

11:41 New.

11:44 N E W N E W new who?

11:47 Like I wasn't making a rhyme.

11:48 Like you who?

11:49 No.

11:50 A new who has been the the the foundation of all of the level ups in my life.

11:56 Would you say that a new who is one

12:01 of the precursors of scaling or the the first one?

12:08 Would you say it's one of, the only one, or the first one?

12:12 Or It is it's it's not the first one, but it's required.

12:16 So you can't scale 10x without key people and and a completely

12:21 just floor raise across the board uh in terms of team,

12:24 but yeah, it's the 10x is going to be back to the power law,

12:27 it's going to be through one or two people.

12:29 And but those people align with you, align with your objective in their own way,

12:33 opening up the pathways whether it's in what you do and how well

12:37 you do it or whether it's the distribution of how it gets out.

12:40 Um so, yeah.

12:42 That's an evidence of readiness.

12:45 That you're ready for the next 10x jump.

12:47 What is an evidence of of the readiness?

12:49 That the that they'll that the who's at the level

12:51 of the goal Start to align with you and your objective.

12:55 Um I'll give an example of of one of we call them scalers,

12:59 but one of our scalers.

13:00 Um So he was in I won't use his name, beautiful beautiful man.

13:05 But um he was in he's in the franchise space for restaurants.

13:09 So he had Wingstops.

13:11 23 of them.

13:11 Took him 15 years to get 23 Wingstops, very linear growth.

13:15 Um And and he evaluated his company, these 23 Wingstops, at 50 million.

13:20 And so he just applied the principle, what if I 10x that?

13:23 500 million valuation in 3 years.

13:25 And he realized if I was going to get to million valuation

13:28 in 3 years just for him that was his own 10X goal.

13:30 He realized there was no way he could get there through Wingstop.

13:33 Like and so that pathway, that model fell below the floor.

13:37 Right?

13:37 It just and that's the beauty of the goal is is that the goal

13:40 properly sets halfway reached because it forces you to find the pathways.

13:44 He had been looking into another franchise concept.

13:46 It was a coffee concept.

13:48 And um he thought if I he reverse engineered 500 million in 3 years valuation,

13:53 quantified it into 200 locations.

13:55 He's like, "Okay, if I get 200 of these locations um in 3 years,

13:59 I could be at 500 million valuation." But in order

14:01 to do that, I've got to sell off the Wingstop.

14:02 So, he listed that a month later, sold it,

14:04 and now he's putting it into into this.

14:06 But now to the idea of the who when he was thinking from the goal.

14:10 And you always want to think from the goal and also think from scale.

14:12 Cuz thinking from scale uh is it's just going

14:14 to it's going to get rid of 99.9% of options.

14:17 Back to power law, most options can't scale.

14:19 So, you want to operate from scale because the first

14:22 step is to eliminate the majority of options which are distractions,

14:25 noise, they just can't get you very far.

14:27 And so when he was operating from scale

14:29 and thinking from 500 million and thinking 200 locations,

14:32 the heart the biggest crux or bottleneck of that's going to be finances.

14:36 So, he thought, "I need a super CFO." Um

14:39 chief financial officer who will understand how we can get

14:42 the funding cuz each one of these 200 locations

14:44 is going to be about $2 million to pump up.

14:47 And so first who he needs is a super CFO.

14:50 And so he put out a job description from the goal,

14:54 explained his impossible goal that we're going to get to 500 million

14:56 in 3 years through this coffee franchise concept which is fairly new.

15:00 And uh he ended up getting the CFO of Little Caesars.

15:04 Wow.

15:05 And this is a brand new concept.

15:06 The CFO of Little Caesars saw this, was pumped on it,

15:08 excited about the goal, excited about the mission.

15:10 They they created a great deal with each other.

15:12 And that guy brings not only all the capability

15:15 of knowing how to deal with banks and stuff.

15:17 He brings the resources, he brings the relationships cuz he'd been doing it.

15:19 And so he's So, now he's got the capability to handle the goal.

15:24 Um now his next two that he needs because the development

15:26 of these these um each individual location is usually on average 15 months.

15:31 In order to get 200 in a year, he needs to cut that down to about 7 months.

15:35 So now he needs someone who can rapidly accelerate the operation.

15:39 Yeah, the actual Yeah, the actual development and operation of this.

15:41 And so it just shows that So the reason I ask answer

15:44 your question that way is if you're not getting those level of who's,

15:48 it just shows that you're not quite yet ready to operate from scale.

15:52 But once you start making those kind of decisions

15:54 and putting those kind of people in alignment with your goals,

15:57 you are now operating from the future, from the goal,

16:01 and you're making the decisions from the goal,

16:03 and you're aligning people with that bigger future who,

16:06 you know, who are now excited about the game you're playing.

16:10 So is is the readiness principle is it is it the way it is because

16:18 if you're not operating from scale if you're

16:20 not operating from scale and from the goal,

16:23 is it because you don't Are those people

16:29 already Are those who's already in your presence,

16:31 but you just don't have the ability to recognize them?

16:34 Are they already in your circle?

16:35 Are they already in your degrees of reach,

16:38 but you just don't have the ability to recognize them because

16:41 you're not operating from scale and you're not operating from the goal?

16:44 Yes.

16:45 Even this guy, like let's just say that there's no way

16:48 that the the Little Caesars guy was in this guy's social sphere.

16:51 Right.

16:52 It is all it took was putting out the right job description from the goal.

16:56 Right.

16:56 He was He wrote the job description from 500 million,

16:59 from the path, and it and it immediately attracted this super who.

17:03 And so even you know,

17:04 that's the beauty of even the internet is is that it can immediately connect you

17:07 to people that you don't seem to have in your current sphere, But so good.

17:11 But now how fast you can get connected

17:13 to them when you're operating from that scale.

17:15 It's so fast how you can attract and and build the right

17:18 Because the that super who is already

17:21 is already operating at that level of awareness.

17:24 That's their That's their That's their normal.

17:25 Yeah, that's the They have the capability Yeah, they And so,

17:28 for them, the the goal it still might be a stretch.

17:31 Even that specific who was like,

17:34 "This is insane." But, he's excited and he's got the capability.

17:37 It's still going to stretch the heck out of that one, so he's excited,

17:40 but he he already brings so much capability, which creates what we call slack.

17:44 Slack means margin for error.

17:46 Like, you know, so going back to probabilities,

17:49 without that guy, this guy the the scalar I'm talking about,

17:54 his chances of hitting the 500 million in 3 years are very low, right?

17:57 He's got low slack, low margin for error.

17:59 He's probably not going to hit it.

18:00 Now that he brings in the super who, now he's got massive slack.

18:03 Now he's got massive margin for error

18:05 because this guy's bringing so much capability.

18:07 He now brings resources, relationships with banks,

18:10 understanding of how to have the conversations.

18:11 So, now it's like Now the odds just swung dramatically in his favor.

18:16 I would argue like, it's way over 50% now he's going to hit the goal.

18:19 And now he'll keep adding more pieces that eventually just make it inevitable.

18:23 As he's operating more and more from the future, from the scale.

18:26 And as he makes those decisions,

18:29 that's where the identity goes through the upgrades.

18:31 That's where he's letting go of his former self, right?

18:33 It's cuz he's actually operating from the goal.

18:35 He's making the decisions that his past self wouldn't have made.

18:40 Wow.

18:42 Um So, so to the idea of who, right?

18:46 To the idea of who.

18:47 Uh to the idea of who, exactly.

18:49 What you just said.

18:50 Right.

18:51 So So, I man, you got my brain doing somersaults,

18:55 um because I'm just starting to see all of the connections

19:01 from all of the level ups that I've had in the past,

19:03 where the who's already existed.

19:07 Your who's already exist.

19:09 You're just totally unaware of them because you're

19:11 still operating from the past for your past self.

19:14 Um and you're allowing what you did before

19:16 to determine what you can do in the future.

19:18 And that is a perfect formula for staying stuck.

19:23 It's mind-blowing.

19:25 On so many levels.

19:26 So in psychology we talk about selective attention.

19:29 You know, and you Yeah,

19:30 I think they talk about what's I forget the the other term they use for it,

19:32 but the when you start to operate

19:34 from the future you start to see it everywhere, right?

19:36 Mhm.

19:36 Um I'm cogni- uh No, not cog- cog- No.

19:40 Uh Reticular acti- activating there you go.

19:42 Reticular activating Yeah, so in psychology they call it selective attention,

19:45 but a lot of people talked about reticular activating system.

19:47 So when you're not operating from that future or from scale,

19:51 your brain just can't find those signals.

19:53 There's no information data out there.

19:54 And so the when you start operating from that higher future,

19:58 you start to see signals that you could

19:59 never have seen or pathways or just you know,

20:03 I'd even say spiritual impressions as well that you can't get.

20:07 And so you start to see signals that you

20:09 couldn't have seen operating from a lower goal,

20:11 but also you start to become a signal to the people

20:14 who are already at that level who can help you get there.

20:16 And signal recognizes signal and noise recognizes noise.

20:19 Exactly.

20:20 And so you would be noise to them.

20:23 And even think about if he is if he

20:25 had presented out a job description from a lower goal,

20:29 it would have been noise.

20:30 Actually wouldn't have even registered to that super who.

20:33 He it wouldn't have passed his Even if he saw it, it it would be irrelevant.

20:37 That's what noise is.

20:38 It's irrelevant.

20:38 And so but it was an asset signal to the right who.

20:42 And so you know, like attracts like.

20:45 So signal is relevance and noise is irrelevance.

20:50 Yeah, and our brain's job is to filter out irrelevance.

20:53 That's That's what the consciousness of conscious

20:55 do is it filters out what's irrelevant.

20:57 Which So I believe I I've said many times and I I could be I could be off you.

21:04 I'm I'm perfect You're not off, brother.

21:06 Uh [laughter] But the possibility exists and I'm I want to acknowledge that.

21:11 Yeah.

21:11 We're at a higher level so we're all going for it.

21:13 Right.

21:13 Exactly.

21:14 So, that the number I saw this I saw this in real time

21:17 yesterday like in a way that I haven't seen it in a long time.

21:21 And that is that people who are super successful, what we call super successful,

21:26 and by super successful I mean they're perpetually achieving

21:32 their desired outcomes that were predetermined before they reach that outcome.

21:37 People who are super successful hyperfocus on intention

21:41 or signal and absolutely obliterate distraction or noise.

21:50 But people who live on the struggle bus

21:53 hyperfocus on distractions and noise and ignore signal.

22:00 And And when I say ignore signal, they're not ignoring all signal.

22:03 They're just ignoring the signal that can get them what they desire.

22:06 And I saw this yesterday cuz Monday it's it's

22:09 so odd God has a great sense of humor.

22:12 Monday I just did a video talking about um how insane

22:18 it is to me that broke people watch sports on television.

22:21 You're broke and you're watching other people win and you think You

22:24 say my team won but those people don't know who you are.

22:26 And I'm like it's like I'm not a good spectator of anything.

22:30 Um I'm just not good at but my I I've got

22:33 a a personal banker and he's a friend of mine and I

22:37 just had a negative experience with my bank and I was literally

22:40 thinking about moving my money to a different bank but you know,

22:42 I really like this young man and he's he's a good dude.

22:45 And so he invited me to go to a hockey game.

22:48 I don't know anything about hockey.

22:49 Like I know they have nets each side and it's on ice and guys get in fights.

22:55 It's about as much as I know.

22:56 So he's like, "You want to go to this hockey game?"

22:59 My immediate was My immediate response in my mind was, "No.

23:02 Why would I want to do that?

23:03 I don't want I don't want to fight traffic at that time of day.

23:07 I don't want to have to find a place to park.

23:08 I don't want to have to go through crowds.

23:11 Um, if I go to the arena, I have to I'm going to ride my Segway.

23:14 They're going to attempt to give me a hard time,

23:15 but I'm not going to let them give me

23:16 a hard time because I'm not walking around the arena.

23:19 And oh, but my and we have our we have a private suite.

23:22 You don't have to watch it in the bleacher.

23:24 I don't like being around crowds of people because I'm I just don't like it.

23:27 Anyway, so but I said I said well,

23:30 let me ask my wife cuz I like doing stuff with my wife.

23:31 Hey, you want to go to a hockey game?

23:32 Okay, sure.

23:33 So we go.

23:34 So we go.

23:35 We get to this hockey game and just getting to the game

23:37 itself was an endeavor that's way harder than making $300,000 a year.

23:47 Just getting to the venue.

23:49 You're driving around.

23:49 There's police roads are blocked.

23:51 You can't go in certain directions.

23:53 Um, there's no place to park.

23:54 There's no There's no place anywhere nearby to park.

23:56 So I finally realized oh, you know what?

23:58 I'll just valet park at the edition and then

24:00 I'll it's right across the street from there.

24:02 So I valet park.

24:03 But that's me looking for that even just finding that signal like there

24:06 has to be a better way of doing this than parking 3 miles away.

24:10 a less than 1% signal.

24:12 If you think about breaking I mean how many you know,

24:13 that's that's right, but Valet parking's giving me a less than 1% signal.

24:17 Right.

24:17 So so so so so so I valet park.

24:20 We're across the street.

24:21 We're there.

24:22 And I go inside this game and people are in these lines are insane.

24:25 And then I get in this hockey arena.

24:26 There's probably 20,000 people here.

24:28 I'm like 20,000 people on a night before they have

24:33 to get up and go to work the next day.

24:36 They're out here screaming and hollering for this game.

24:39 And it it's it's it's it's fast-paced.

24:41 It's action-packed.

24:42 There's a lot of stuff happening.

24:43 There's nothing wrong with hockey.

24:45 I I mean I I understand if you get the plat

24:47 puck in the other person's net, you get a point.

24:50 But then you got these things called shots and they're counting that.

24:53 I don't know what any of that stuff means.

24:54 And then in the like right before the first period ends,

24:59 there's these two guys standing in the center and they were

25:01 holding each other's journeys jerseys and beating each other's brains out.

25:03 And I'm like I'm like, and these people are people everybody's all excited about

25:07 this and I'm thinking this is so insane to me.

25:10 And then when you leave here, then you have to fight traffic.

25:13 So and it was cold in there and I didn't know it

25:16 was going to be cold and so I didn't bring a jacket.

25:17 I'm like, there's all this stuff going on.

25:19 There's all this stuff going on that's saying, this is why I don't do this.

25:22 Myron, this is you know this is why you don't do this.

25:24 You you do know why this is why you don't do this, right?

25:26 Um, and so at the end of first period I said I said I said to my wife,

25:29 at the end of first period let's go.

25:30 She said, okay, cool.

25:31 So so we leave.

25:32 There's no traffic when we left.

25:34 It was easier way easier to get out than it was to get in.

25:36 Um and then on my way home I couldn't stop thinking

25:39 about how much work people had to put into making this work.

25:44 And some of them are not going to get home until after midnight.

25:48 And then they got to get up and go to work the next day.

25:49 And I said I thought to myself, if these people put this much effort

25:54 into becoming a person who could build a business,

25:56 just it not more effort, just the amount of effort they put into doing this.

25:59 They put this much effort once a week in the building some kind of business,

26:04 their life would get exponentially better in a very short period of time.

26:07 But they're so hyper focused on watching somebody else win that and that is

26:16 their signal that they can never find signal that can change their life.

26:19 They can only find signal to watch other people

26:22 live a life that they wish they could live.

26:24 It's it blew my mind.

26:25 Within that frame it fits within their definition of success.

26:28 Right.

26:28 Exactly.

26:29 Because that's their that was their objective to watch their their

26:32 it was a goal.

26:33 Their goal.

26:33 Their goal was to go to the game.

26:35 I think that what you said, which was beautiful,

26:36 was that it's easier to make $300,000 than to deal with all that noise.

26:40 But again, $300,000 is going to be in the 99th percentile.

26:44 Whereas the 20,000 people, that's going to be the that's going to be the mean.

26:48 That's going to be the average.

26:48 That's going to be where all the competition is.

26:49 That's where all the And so you've got to get

26:52 away from that competition and there's way less people there.

26:54 It's just there's there's no competition.

26:56 why I feel like there's no competition.

26:57 Yeah.

26:58 Not there isn't.

26:58 At the yeah your frame there's no comp there's there's none.

27:00 There's none.

27:01 I don't like the That's That's a By the way,

27:04 recognizing that there's no competition also is a part of 10Xing

27:10 or 100Xing because you recognize that you have no competition.

27:15 So nobody There's nobody else who's even attempting

27:17 to do the things you're going to do.

27:20 There's nobody who's even focused on doing that because most

27:24 people don't even believe it's possible in the first place.

27:26 Mind-blowing.

27:27 And you're you're solving something very specific.

27:29 Exactly.

27:29 You're solving something specific in a way

27:32 that no one else is thinking about solving it.

27:33 Right.

27:34 And in a way that no one else is thinking about solving it.

27:36 But watch this.

27:37 And this this is going to sound like I'm patting myself on the back.

27:39 I promise I'm not.

27:39 Just let me finish.

27:41 Not only in a way that no one else is thinking about it,

27:43 but I can solve the problem in the way in a way that nobody else can.

27:47 That's right.

27:48 Nobody else.

27:49 Like And when I say nobody else I mean nobody else out

27:53 of the 9 billion people who are on the Earth can solve.

27:56 Because nobody else has had my unique life

27:59 experiences that have given me my unique life insight

28:02 that give me the ability to solve the problem at the level that I can solve it.

28:05 That statement that I just made about me is true about everybody.

28:09 Most people just don't know it.

28:12 And if you couple that with whatever inspired impossible

28:17 God-inspired goal problem that no one else is solving.

28:20 Exactly.

28:20 Cuz you said that you know money is

28:23 just wealth you know wealth creation or value creation.

28:27 Value creation for specific people.

28:28 So if you're solving some level of problem

28:31 or obstacle or challenge that's extremely valuable.

28:34 I mean that's what innovation is.

28:36 And you're solving something that no one else is solving

28:38 in a way that no one else could or would solve it.

28:40 How could there be any competition?

28:43 Exactly.

28:42 Exactly.

28:44 So And that's how you become a power law by the way.

28:48 Right.

28:48 That's how you create power law effects, power law results.

28:50 That's how you life.

28:52 Yeah.

28:52 And in your business, you can create power law effects.

28:56 By the way, the book I'm writing right now is called power law strategy.

29:01 [laughter] Of course it is.

29:02 Can't wait till that one comes out.

29:04 Um I I So I one of the one of the concepts that I One

29:08 of the conclusions I came to recently is um is cuz I read a lot of books.

29:14 But one of the conclusions I came to recently is I need to read fewer books.

29:19 And I need to read the books that have had the most impact more times.

29:24 Because I have so slower cuz they have so much more signal.

29:27 And um it's mind-blowing how many things are hiding in plain sight.

29:35 So So Dr.

29:37 Ben, as you're as you're exploring um these power

29:42 law strategies and we're going to wind up

29:44 with the answer to this question because we've got

29:46 to go into a YouTube live here in a few minutes.

29:48 So as you're as you're writing

29:50 these power law strategies and discovering these power

29:52 law strategies and developing them and getting

29:55 ready to deploy them in another one

29:56 of your genius books um what would you say for the people who are

30:01 in this room and for the people who are watching or watching on YouTube,

30:04 what would you say it is the most important power law to focus on or the most

30:10 important three power laws to focus on whichever

30:14 one you can do in three to four minutes.

30:16 One or three, either one.

30:19 Just know that whatever So whatever you're aspiring for, right?

30:24 For a long time it was me becoming an author.

30:26 Right, when I was in PhD when I was in my PhD program,

30:29 I wanted to get a six-figure book deal with one of the major publishers.

30:33 And so I when I started to reach out to agents, authors,

30:38 I asked how do I get a book deal with one of the major

30:40 publishers and they said "They all gave me like 50 things I needed to do.

30:44 You have to social media on every presence.

30:47 You got to have, you know,

30:48 publications on big platforms to show your credibility." They gave me like

30:51 50 items on my to-do list in order to get this book done,

30:53 and I and I knew that most of it was noise, right?

30:56 Like that was very average thinking.

30:57 That's competitive thinking.

30:59 That's That's And so, my goal wasn't just to publish a book.

31:03 It was to get a six-figure book deal

31:05 with one of the major book publishers before I

31:06 finished my PhD cuz I wanted to provide

31:08 for my three foster kids and things like that.

31:10 And that's a one That's a 0.1% book deal.

31:13 And so, I then said,

31:14 "If I want to get a six-figure book deal in the next two or three years,

31:16 what's the only way I can get there?

31:19 What's the one thing I need?" And And eventually,

31:22 all the answers went to you have to have at least 100,000 email subscribers.

31:25 Like, you know, like eventually, I It was like that was the crux.

31:29 And like yes, those other things are nice to have, but they're not essential.

31:32 And so, then it was like, "Okay,

31:33 now I can start filtering for pathways." And so,

31:36 I needed a power law or a path to getting

31:39 to 100,000 email subscribers so that I could get that.

31:42 And so, most of the platforms couldn't get me there.

31:43 I couldn't post on Facebook or other things relative to that goal, right?

31:48 Relative to the goal.

31:49 I then found medium.com at that time,

31:51 which was the only platform I could find where I could blog

31:54 and send people to a uh like a squeeze page or opt-in page.

31:58 And so, then that became my only focus.

32:01 Kind of back to your your thought.

32:02 That became my only focus.

32:04 I had no social media platform.

32:05 So, when I So, I just focused on that platform for about a year and a half,

32:08 became the top writer on that platform,

32:10 got well over 100,000 email subscribers in 18 months.

32:14 And then I had many of the top publishers in the world bidding against

32:17 each other to give me a multi-six-figure book deal less than 18 months later.

32:21 You know, and every all the other people who I was talking to in the beginning,

32:23 the agents and the book authors and things like that, they all said it would

32:26 take me 10 years cuz at the time I was asking them I had no website.

32:29 I had nothing.

32:30 And when I got the book deal,

32:32 most of the things that they said were requirements, I still didn't have.

32:35 I didn't have social media on most platforms.

32:38 I had one that I had mastered and I had the key thing that was needed,

32:42 which was the big email list.

32:44 And so, it's always relative to the goal, right?

32:46 That platform, don't go use that platform now.

32:49 It's that probably not going to be a power law for your goal.

32:52 Objective for you.

32:53 Um, but it was perfect for my goal at that time.

32:55 And so, it's for me it's going to be relative to your goal,

32:57 whatever you're trying to get to.

32:58 And if you change the goal,

33:00 the path is going to change that you're going to have to go deep on, master,

33:02 including the people involved.

33:04 And so, the the power law is really the thing

33:07 that you're going to do to such an extreme

33:09 degree that it you become the one out of out

33:13 of thousands or one out of millions in that space.

33:16 Mm, so good.

33:17 So good.

33:17 Give it up for Dr.

33:18 Ben Hardy, y'all.

33:20 What a great conversation.

33:23 [applause] Dr.

33:23 Dr.

33:23 Dr.

33:23 Ben, if people want to follow you,

33:25 if they would like like they want to like study your work,

33:29 what's the best place Where's the best place for them

33:31 to go so they can find out more about Dr.

33:33 Benjamin Hardy?

33:34 Read The Science of Scaling.

33:36 So, that's the book that Tony Robbins said he wished he'd written.

33:39 Um, so The Science of Scaling,

33:40 read or listen to that, or just go to scaling.com.

33:42 That's it.

33:43 Cool.

33:43 Thank you.

33:43 One more time for Dr.

33:44 Benjamin Hardy, y'all.

33:47 [applause] Awesome.

33:49 Jumping into the deep end, man.

33:51 We're going to have so much fun.

33:53 [laughter] When me and Myron started yes this morning, we were