In 2016, I had $1,000 to my name sleeping on a gym floor.

Nine years later, I broke the Guinness World Record for the fastest selling nonfiction

book and generated over $106 million in sales in a weekend.

I'm going to show you how I'd build a business have I started all over.

So first, either sell extremely expensive stuff to a select few or sell something super

cheap to everyone. The middle is where people die.

So fundamentally, all businesses have the cost of getting customers and what you make from those

customers is the core economic arbitrage that makes a business of business. You have a more

efficient way of taking resources and allocating them to get superior throughput on the other

side. That's literally what a business is. Why did I start with sell really expensive stuff or sell

really cheap stuff? Let's dive in. So having worked with thousands of businesses now, I can tell you

that it is significantly easier when you're starting to sell extremely expensive to a select few.

And the reason for that is that you have to make enough

money to be able to serve the masses. So if you look at Tesla as a great case study for this,

Tesla started with a $250,000 roadster, clearly selling to a select few. And it was like a beta

test car. So like it definitely wasn't like completely street ready, all this stuff. But from the,

the few that they

were able to make they were able to get enough money or enough proof of concept to then eventually

get to making the s right and then after making the s for a few years then they were able to work

their way down and make the model three and so the idea is that you start high and then you can

work your way down and so despite when most people leave one of the simplest ways to create an expensive offer is to sell your time one-on-one, even if it's unscailable. Now, I'll give you a personal story and then I'm going to sell you on why I think this is actually useful. When I started my personal training business, which is a gym on Huntington Beach, I had a client who wanted personal training. Now, my gym wasn't a personal training to him. It was a large group training and semi-private training to me. I did all group. There wasn't any 101. But this one guy got referred to me because he had some like specific mobility things and like whatever. He liked me. And so he ended up doing personal training with me. Now, this guy would do five days a week of 90 minute training sessions, which is huge for a personal trainer,

right? So I'm making, I think I was, I think it was charging one, 25 an hour or something. So I was getting almost like 180 a day for that whole period. So I just remember that I got something they brought up like four or five thousand dollars a month in cash. She paid me in cash. It was amazing. Um, that I would get promoted from this one client. And the thing is, is that me having that one-on-one time gave me the cash flow that I needed nothing from the business so I could just keep reinvesting the business's money to growing it faster. And so a lot of people have this fear around like, oh, it's not scalable. It's like it doesn't have to be scalable. Like when I speak to business owners, they have a lot of limiting beliefs around charging a lot of money or selling their time.

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