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Kickoff Sessions
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Kickoff Sessions
#323 Morgan Nelson - $1.4M in 3 Hours Selling From Stage
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Guest: Morgan Nelson
Youtube: https://www.youtube.com/@morgantnelson
Instagram: https://www.instagram.com/morgantnelson
The 12-Year “Three-Hour” Win
Darren1.4 million in three hours selling from stage. How the hell did you do that?
MorganIt took 12 years to do it in three hours. That's the reality. 99% of all of my talks is actually pre-suasion. And then 1% is actually just delivering a really killer offer that's just gonna make sense for some and not sense for the others. And I don't care to convince the people who aren't buying. There's three things that people need to be sold on before they actually buy anything. First thing they need to be sold on is you as the speaker. They need to be sold on the product, the thing that you're actually selling. So the vehicle, they need to be sold that this thing that you're helping people do, I'm actually sold that it can help me go from A to B. And the third one is the most important one is 1.4 million in three hours selling from stage.
DarrenHow the hell did you do that?
MorganHow did I do that? 12 year overnight. It took 12 years to do it in three hours. That's the reality. I see a lot of people these days trying to emulate this and because it is the best way, I think, as a coach. I mean, like you teach sales, you you fucking love DMs, and now you're teaching me DMs on my and like this is a fucking reason why I haven't built a sales team. I fucking hate it, but but but it's great. And um, so what I've done, what I've done so long is one too many, right? But now you're doing one to many as well. Um, but you're putting them through your sales, but um, you know, like one to many, one to many. I see a lot of people trying to do this now, and and it's fantastic. It's it's I I think it's um because allows uh big freedom, big freedom, big revenue, a lot of leverage in it. Um, but there's so many moving parts gotta make that happen. So the reality is no, I didn't I didn't just think I should do an event. I did an event and I just did $1.4 million in three hours. That did not happen. Um, even though it's good, we'll use it for marketing. But the reality is I've been speaking on stage, traveling around the world for nearly 12 years, and it's what I'm very good at. And you know, some of our bigger events, like let's say Dreamfest an event we've run four times now, our fourth year, we did it with our fifth year coming up. The first three years I ran it, people always say to me, like, it's this big event, and they're like, Oh, it was it so good. I'm like, it's a good event, but we don't pop bottles after it, let's just say that, because it's expensive. Um, but we finally felt like after the fourth year doing it last year, we finally did it in a way where it was I could look at it and be like, fuck yeah, I was so happy to do it. So um, I mean, we can break it down any angle you want, but there's the the reality is there's so many moving parts to it, there's many factors to actually be able to sell from stage and to do it in that way that's actually gonna work um on and off stage. So yeah.
DarrenDreamfest is how I got to know about your brand. It's like people here were just like, there's this dude who's running these fucking crazy events in Australia that are pretty it's pretty much a largest event for personal development, right? Would you say in Australia?
MorganMaybe like I I like to think so, but like let's let's pre-notten bias here. The other people who are in this space doing it similar would be Success Resources. They're the goats of the whole industry. Um, however, they've built a reputation of being fucking horrible. Like, because they'll get a big fish, they'll get like a Richard Branson, and Richard come and speaks at the end of the day, some QA on stage with fucking Richard, and then but before him, you've just gone through seven sales pitches, boom, boom, boom, and you're just slaughtered. So they may have two or three thousand people in the audience, but people fucking hate it. And so I wouldn't call that a success event, I would call it you just watched seven webinars to then get see Richard be interviewed where you could watch any of this online. But I see their events actually going downhill. Why? Because look, podcasts like this, if I want to get value from Richard Branson, I can get on YouTube and watch any of these of the interviews he's done and get a lot of value without having to go sit through seven hours of being punched in the face by these fucking idiots who I don't even know, try and jam their product down my face, uh, down my throat, right? So I think their events are going downhill. So I don't know anyone in Australia, uh, and I could be wrong, I I don't know anyone personally who's running an entrepreneur conference, a personal development, uh, a growth event, the capacity that we do with the amount of people we have, the duration that we do. So ours is two to three days long. So two-day conference, then an after party on day three, and last year we had nearly a thousand people, both in person and online. Um, so yeah, I guess probably we are the biggest.
DarrenSo this time last year I ran a mastermind, and we get a lot of personal development people. So 70% of our clients are actually personal development, roughly, and 70% are women, would you believe? So at the event, one person in particular said to me, How come you some people in the personal development space app fucking crush it, generate so much revenue, smash it, and then you have random guys walk around Uber with no shoes making no money? And I was trying to, and I really, really thought about it, and I still think about it to stay. And if I look at Mind Valley, I know there's mixed opinions, whatever. If you look at Mind Valley, what did they do that the guy in Uber with no shoes do? They added in the revenue component as an assumption if you fix the thing. Stephen Bartlett gets up and he's like, mindset, and it's like, oh, Stephen Bartlett's rich, mindset associated to this, and you can kind of find the overlap. And that was kind of my assumption based on that. I think like if you look at some like Mind Valley and the inner workings of their business, VSL model, all this kind of stuff. That seems to me why some of those personal development businesses grow. And I think if I looked at yourself, like you have a nice marriage between personal development and entrepreneurship. What do you think when I think about that? Is your sales process right now an absolute mess? You have a spreadsheet tracking a spreadsheet, you're trying to use a Zapierflow, and everything is just kind of falling apart. Well, scaling your high-ticket sales team is tough. Getting to the next level with your sales team is difficult, and you need the right platform to get there. Check out Aura down below and you'll see exactly how to track every inch of your sales process from scheduling your calls, tracking your leads, tracking all your analytics, and most importantly, all the closes inside your business. Aura is the only sales platform that does full end-to-end management of your sales process. This is the main solution right now for high-ticket sales teams to optimize every inch of your sales process. So if you're a coach or a founder or an agency owner, check out Aura for a full free
Building Dreamfest Without Pitch Fatigue
Darrenseven-day trial.
MorganI think Mind Valley, Mind Valley have really taken off in the last like five or so years because they brought in uh a vehicle, they brought in life coaching. They weren't a life coaching company, but now you can become a certified life coach. Uh, and then what do you want to do after you become a life coach? Sell it. You know, make money.
DarrenExactly.
MorganSo you become a life coach, then what they would absolutely have on the back end is business development. So what I've seen is most person development, even Tony Robbins. I mean, Tony Robbins started with UPW, Unleashed Poweredin. He probably quickly realized the same thing I realized. It's great, I can change their life, but most of these people are broke. And if I really want to change their life, I need to help them actually develop as a person and make more money because more money equals more choices in life, more freedom, more impact, and all these things. So then Tony done business mastery, platinum partnership, and all these more for the higher level sort of people. Um, I think if you look at one of the other companies that I don't know if you can remember, do you remember T. Harvecker? He wrote Secrets of the Millionaire Mind. Harve was the OG. He was actually in this space before Tony Robbins, and he had a bigger company than Tony back in the day. Um, and Harv fucking killed it, just selling mostly personal development programs. He didn't have business coaching or anything. And what he would do, he had an MMI event that's still run today. You can get on online, you can see MMI, and and they're run by his trainers and they're fucking all over the world. And uh you'd come to this three-day event, which was cheap as shit, it was like $100. Uh, and then there they sold you like every two hours into another program, another program, another program. And it was just fucking wild. But because they give you so much value in between, you're kind of okay. At least I was okay with being sold another thing. Um, and they would always just sell you into the next program. Well, now you understand how to make money, but now you gotta understand how to unleash the warrior. You need to come to our warrior program, but now you need to learn how to become a speaker, become a speaker. Now you're gonna learn how to invest in stocks and they have all these other programs. Um and they killed it because I think they killed it because they were so just clear on that this next product is gonna solve this one issue. Because people love education, like people go to Harvard University and spend how much money, not for the guarantee that they're gonna make more money after, they go there because they hope that more education will allow them to have a better future, right? So I I think the why there's people in Uber with no shoes making no fucking money, and there's people like yourself and I who can do well in this industry, it's not the vehicle, it's it's always the person, which is they should probably do a little bit of their own product that they teach, um, you know, and level up their own mindset a little bit. Because it's there's um it doesn't matter what you're selling, really, to some degree. Like there's probably people in Ubud that that they they play down a little bit too much ayahuasca, and they're trying to sell a fucking unicorn to someone who doesn't even understand what it is, you know, um, and that they kind of resent the the logical uh and I see this a lot actually. Let me tell you an extremely hilarious example. There's this uh I don't want to mention there's there's some people in Australia and they're very like too much ayahuasca, and they're like, Man, you can just meditate and manifest success. I'm like, bullshit, you actually fucking work, right? Um I love John Azerath, he was in the lore of attract, he was in the secret, and he goes, he goes, one thing that people missed out in The Secret is this thing called the lore of Goya, the lore of get off your ass.
DarrenSo fucking true. So true, man.
MorganFucking absolutely absolutely right. And um, so they're really big because I'm a I'm a marketer, right? Yeah. So I understand cognitive biases, I understand I the what I need to make you think and feel inside to for you to make a decision to come to my event. I need to do that first before I can actually change your life. When you're in the room, I can do as much airy, fairy, quantum, fucking spiritual as you want, but I need to use more practical psychological tools for you to be in the room first. And there's people in the space that suck because they're like, ah, I don't want to do icky marketing tactics. Well, good, don't do it. And you'll be fucking broke then. Don't do it. That's okay. Leave more people for me to do it. Because they'll say things to me like, because I'll do things all the time, like limited spots at my event, uh, seats in the sold out, urgency buys. Um, but we'll do seats and sold out and we launch our campaign. Of course, there's lots of seats left, but at some point that will be true. Yeah. At some point, there will be no seats left. And I'll use, and I back myself enough to use that marketing language from the start because I know that will be true. But I know if I don't use it in the beginning, it won't be true at the end. Does that make sense? Yeah. So some people will be like, oh, you shouldn't, you know, you shouldn't do that. You should just I'm like, you try try the try the uh new age marketing. Do it. That's why you're broke.
DarrenAnd I think it's interesting here is like the personal development people, they're just purely personal development is that they're caught in that procrastination, mental masturbation, lack of action, running around in circles, ruminating when there's people out there who just run at the obstacle, smash through the wall, and get the result that you've been thinking about for 17 years. So, which bucket are you in? Because you do need to, of course, develop as a person, but the best vehicle to develop is your business anyway. It's a way for you because you need to become a leader, become an authority, become an influential figure. Now, my question for you on this is it's very interesting. I always say, you know, always shoot the messenger. Is it is how the message is delivered. And when you're describing your events and how you make like 1.4 million in a fucking three hours, it's because you've crafted and nailed that message over years. But the typical you know speaker is is pretty shit at it. So I imagine when they get to that pitch fest, that's where it gets like this icky, shitty feeling. How do you draw that line in that message? And how do you detail how do you create that message that's not like a pitch, basically? Because that's very common, right? Like we get up and go scream at people, but how do you do that in a proper way, right?
MorganSo how do you pitch your product in a way that makes people want to buy, not feel like they're being sold at?
DarrenYeah, and like how do you rip that all the way back, right? Because where is the where is the line in this, as you said with the other example of the story? They get up and they go pitch, pitch, pitch, pitch, pitch.
MorganYeah.
DarrenWho the fuck wants to sit in that audience?
MorganYeah. Yeah. So for me, I've always focused on one of my favorite things, um, and this is how I can really tell if I've done a good job or not. There's been a time, and I never never forget this time, a person came up to me at the end of an event and they're holding their yellow slip, like their receipt. They just bought the next program. And he comes up to me and he's like, dude, I love this event so much. It's so much better than all these other crappy events I've been at. They just sold to me all day long. And I love that you didn't even sell me anything. And I'm like, You you bought the program, right? Oh yeah, yeah, I'm coming to the next event. I'm so excited for it. And I just took that in and be like, huh. He sat in the shoot, in the seats, and he had the perception of I didn't sell him anything, but he bought something. And it made me really think:
Why Some Personal Development Brands Scale
Morganif you do it right, you help people buy, you don't sell at them. Because everyone loves to buy, everyone fucking hates being sold to. They hate it. So I reverse engineer it because one thing I love the most, like I've studied um human influence, actually, for probably more than 12 years. I actually started studying human influence without even knowing it when I was 18. When I had to start learning how to speak to women in a bar. Like, how do you approach someone? How do you build what's rapport? What's an opener? What's a deepener? Like, I'm like, fuck, what are they thinking? Like, how do I like I had to start trying to understand all these different types of things? And I've just obsessed on this. So now what happens is I'm able to use what I'm probably an expert in, which is human influence and persuasion, in all elements of business. So the question is, how do you get somebody in the state before you make your pitch going, Fuck, I really need help solving this problem? So then when you give them the give them the pitch, they go, Oh my god, it's exactly what I've been looking for this whole fucking time. And I can't believe that this guy is about to help me do that. And then they go, I'm gonna buy. Make sense? So you gotta get somebody in that state. And how I how I do so essentially what what I try to do is I help people buy, I don't sell to them. So 99% of all of my talks is actually pre-suasion, and then 1% is actually just delivering a really killer offer that's just gonna make sense for some and not sense for the others. And I don't care to convince the people who aren't buying. I'm there to find people who who are ready and who want that. And if I deliver my offer in a way, they're gonna be like, fuck yeah, I can't, I've been looking at this for ages. But the reason why they say I've been looking at this for ages is because I made you think that for the last two hours of my talk.
DarrenSo, how do you do that at scale versus in like a sales call setting where it's like, oh, you have this specific issue, here's what happens, here's the consequences, let's map that out. Like, how do you do that at scale?
MorganYeah. So there's three things that people need to be sold on before they actually buy anything. The first thing they need to be sold on is you as the speaker. They need to be sold on the product, the thing that you're actually selling. So the vehicle, they need to be sold that this thing that you're helping people do, I'm actually sold that it can help me go from A to B. And the third one is the most important one, is they need to be sold on themselves actually getting into the vehicle and doing the work. And I reverse engineer these three things. And I'll sit down before any talk. And when I consult with people, so I'll do, I'll, I'll consult with people, like, you know, six-figure type stuff, and we'll craft their whole pitch and their event and all this stuff. I always start with that. And I just go, why won't they buy? What's going on in their life right now? What is the reason that they tell themselves in their head? What's the internal story that they say to themselves that they're not good enough? They can't do this. What's the external reasons that they might blame? Oh, but it's just not the right time right now, but this won't work in my business. Um, and what objections or stories or limiting beliefs may they they might have about the vehicle, about the product you're offering. And if I can get really clear on these, I'm just gonna be crafting a talk in a way that's gonna overcome all of these beliefs. Like what I'm great at is just changing people's beliefs, right? And and the fast way to do that is change people's perspectives, right? If you you only have a belief of a certain subject because you're viewing it through a certain lens. If I can change the way you see something, you're gonna change the meaning you have to that thing. When people think I've got to do the work for all these years to change my limiting beliefs, no, no, no. Talk to me for about 60 seconds and you'll probably walk away feeling not very strongly about that belief anymore, right? Like just an example. So I was at dinner with my with my brother. I'm at dinner with my brother, and he's my little nephew. I forget how old he is now. Maybe at the time he was five, six years old, running around like a little fucking psycho. And my brother goes, Oh yeah, he's he's diagnosed with ADHD. I said, Oh. I said, So um, are you gonna change his diet or something? He's like, No, no, no, we'll get him on this medication. I said, Medication? Why are you on the fucking five? And he styled, he's like, Oh, you're one of those people. So I met, I was I was like, okay, he's meeting a load of resistance. I was like, How can I get him to see that his son having ADHD is actually amazing? Because the reality is he's got it, right? So how can I get him to actually see it as a beautiful thing versus a negative thing? So he's like, we're gonna need to medicate this guy. So I said to him, I said, you know the crazy thing? I say, you know the beautiful thing about having ADHD, about him having ADHD, he's what? I said, it's gonna be so useful later in life when he becomes an entrepreneur. See, I took the behavior, same behavior, but I took the it out of context. So in one context, him as a five-year-old having so much energy doesn't know what to do with. In that context, bad behavior. But I take the same behavior, put it in a context where that behavior is actually approved in entrepreneurship, in business. I thought I just got a cheer from someone.
DarrenI was like, No, she's very critical.
MorganSo you take the same behavior, but I put it into a context where it's actually accepted, and then you'll change your view on the behavior. And I literally saw it in in like in a second, he goes, Yeah, actually, that's yeah, that's true, actually. And change his perspective of the behavior, the behavior he thought ADHD was bad. I changed what's that's actually really in this context, sure. But what about when he's an entrepreneur, he's got all this energy and he doesn't want to stay in a box? Oh yeah, that's actually really good. So I spend time trying to do stuff like that. Um, I'll spend time trying to actually shift. So if someone's actually got a belief of like um one of my one of my favorite ones, like analogies, metaphors. If you listen to one of my talks, you you'll be like, holy fuck, like this guy is just dude, the McDonald's story, McDonald's story going through your reels and about the um when they say, Do you want frows with that?
DarrenAnd if they didn't have that as a function, their business would be bankrupt. And then you use that as an analogy for upsells, cross-sells.
MorganUh-huh.
DarrenYes. I think that that approach that you have to speaking. So this conversation, we can get into so much different fucking levels, level like indexes on this.
MorganSo if McDonald's does it, because you already have a perception of McDonald's, big trusted brand,
Pre-Suasion Over Pitching
Morganvery successful brand. So if they do it, so I would have tied in authority bias to that. So I use an authority brand to get my point across. I wasn't trying to sell them anything in that clip, except for I was trying to get them to sell them. I was trying to sell them on the idea of adding an upsell and a side sell and downsell into their business. Everything is sales. Some of it I'm just trying to sell you on the idea of what I'm gonna pitch you later. Other the other time, I'm trying to sell you on the idea of what you need to be sold on so you can do the fucking thing you need to do.
DarrenUm so let's just take I apologize for interrupting you, but my mind's gone fucking crazy. You're running these events and they're long and they're you're you're jumping between different topics. How much do you learn? How much do you memorize? How much do you write down? Like do you script them? Like, what's what's the what what's going on?
MorganI don't have any scripts.
DarrenSo do you spend time researching beforehand? And before we move any further, I have one short question to ask you. Have you been enjoying these episodes so far? Because if you have, I would truly appreciate it if you subscribe to the channel to help more business owners grow their online business today.
MorganNo, a lot, yeah. A lot of my talks are uh sort of done. I'll always rock up to an event. So if I'm gonna do a keynote, and the beautiful thing about this, like this is different, it's what people need to understand. Because in the speaking world, it's almost like people have this like badger on this fucking ego. They're like, I'm just gonna feel into it and I'm just gonna, I'm just gonna like make it up. And I'm like, if if I catch someone saying that backstage my event, I want to pull them off my fucking stage. Yeah, 100%. I'm gonna put you on my stage because I want you to be prepared, I want you to be excellent, I want you to deliver outstanding uh deliverables to my audience. People, I think, hear me sometimes say, I created this talk an hour before I came on stage, and they think that winging it is a cool thing, but they forget you can when you've mastered something, you can kind of wing it. You can get on a sales call and fucking wing it, but you don't need a script, you don't need a thing, you could just get in straight away and sell because you've done it thousands of fucking times. I've got on stage thousands of times. I have thousands of hours of content in my head. So when I get on and speak for an hour for someone, it's fucking easy because all I think of, what do they need in the time right now? And which part of which part of my programs could I pull from? What's the content I already understand? I could just pull from and mash that in and give them something new and unique right now. And that's my genius. I can just sort of flow into that stuff and I like it, but I'll always have an idea. So I'll just get a piece of paper and I'll sit out the back. I have um, so I run a program called Unstoppable Speaker. So I take people through this shit, help them become the speaker that actually people want to buy from, because that's the first thing you need to be sold on, you as the speaker. Um but I I throw everyone's scripts out the window, like throw your fucking script. Burn it and I have a seven-step process on how I actually open up any talk. You can open up a meeting with this, a fucking funeral with this, a keynote with this. I have just seven, seven steps, seven steps to stage, and that's how I open up everything. So my opener is always anywhere between two to twenty minutes, right? My at my three-day event, I take four to five hours to open the event, right? I have seven steps doing it. So I follow a framework. So I'll have frameworks to open, frameworks to tell a story, frameworks to change a belief, frameworks to seed a belief, frameworks to teach content, frameworks to sell from stage. And I just try to memorize the framework. So for example, I have a 60-second story template. Okay. So anyone who's going to do a testimonial for me, they follow my 60-second story template. And because I've done it, I understand the framework, I could pick it up anywhere. So I could be like, um, so I could just jump in and do like a testimonial right now for you. I could be like, so before I met, so so my name is Morgan. And before I met Darren, you know, I was really struggling. I was a struggling entrepreneur and I had no idea where I was going in life. And I was introduced to him by my friend Ryan. And what I've been able to get so far from working with Darren is more clarity around this, clarity around this, and clarity on this. And now as a result, my business has gone from here to here to here. And now I believe that if you are a coach trying to scale your business and you're not working with someone like Darren, then you're fucking kidding yourself. 60 seconds story. I just have a framework. So I can just because I understand the framework, I can just plug and play any bits of information that I need into it. Um so I try to work in frameworks because my memory is not very good. Uh, and I don't like scripting. So your recall is really good. I try to do my best.
DarrenYour recall, you're you're extremely sharp. Like you're extremely sharp. It's like it's like it's like how you learn, you know. Like, is your writing good? Are you a good writer?
MorganNo. I'm I'm probably dyslexic. Never been diagnosed, but I'd I'd absolutely say like Bro, I can't tell the difference between angel and angle.
DarrenSame. Yeah. We're more dyslexic.
MorganWell, dude, who the fuck made the word entrepreneur so hard to spell when nearly every entrepreneur is dyslexic? Like literally fucking dickhead, whoever did that one.
DarrenThat's why we lean so much into the autism side. That's literally the exact logic. Literally. So I still want to fixate on like the actual speaking ability because like you have these frameworks, which is awesome. And I want to go, like, I just love kind of going into the detail on this, which is, and then you're walking them through that process, but why are you remembered in a good way when you speak versus all the other guys in a bad way? Because you're still like selling. Let me give them more context. I don't really sell from stage. Let me give an example. I spoke in an event that was in Nepali, it was a really big
The Three Beliefs Every Buyer Needs
Darrenevent, they sold three and a half thousand tickets. I think I was the only person to not fuck something down someone's throat. To not what? Throw something down someone's throat.
MorganOh, really?
DarrenI think I was like the only person, genuinely. And then it was ironic because they asked that to me that I could, or not could, but they were like, Oh, you can promote something. What event was this? Uh, it was like the it's called like Bali Summit or some shit. Okay. You know, and everyone was like, and then there's this, and then there's this bonus stack, and this bonus stack. Oh, so everyone's pitching. Kind of like they were either pitching or it was to like a fucking front-end thing to a back end thing and all this kind of stuff. And we just said, why don't we go scroll down and just help people? And then we just hammered it and so on. Now, I think it's probably just a lack of context, right? It's like to do that at a high level, to be able to give something to someone at a high value, high level, you need to know how to deliver it.
MorganYeah.
DarrenWithout coming across again, always shoot the messenger in a dumb way. And this is where, from my world, two people can say the same thing to the prospect, but it's how you say it. It's never what you say, it's how you say it. You know, in a relationship, in a friendship, in a business context, it's always how you say things. So, with that, again, it's a metaphysical, right? It's like what happens underneath. How do you how do you dial in those smaller details? Yeah. Make people feel heard. Because again, right, the thing about one-to-many is that it's not personalized. Now I know you can make it personalized, but I mean you can't be like, Jenny, what the fuck's going on with your XYZ? You know, yeah. There's there's certain things here that I'm missing that you know that I don't understand. The fuck out of here.
MorganYeah, I'm gonna we we can spend a day talking on this because this this I think why I love speaking from stage so much is because it's all about human influence. I fucking love human influence. So let's break it down. There's there's multiple different personalities, okay? And uh, you know when you want to hear someone say there's two types of people, there's three types of people. I'm gonna use multiple different analogies here, right? Because the first bracket is there's four different types of people, right? And these are our rep systems. So how we actually internalize communication. The first type of person, they're a kinesthetic person, right? You've probably heard of that. Uh but they'll use language that so Ryan, our friend, he's keenesthetic as fuck. He speaks slow. Everything's gotta feel right. So kinesthetic people move slower, they gotta feel into it, they gotta feel it, and they'll use um fuck, what's the word? Um the words are relevant. They'll use descriptive language that is describing how something would feel. Oh, how would that feel? Oh my god, it's amazing. Oh, yeah. So they use this sort of language, they move slower. The next person, they're a visual person. You're a visual. I'm higher visual. We move faster. It's got look right. What does this look like? What's the picture? Give me the image. Imagine this, right? We're visionary, we're forward thinking, like it's why I draw so much buttons. Yeah, right. So for me, I'm like, let's map shit out. Like, I don't understand what you're saying. So I don't know if you're like this, but when someone's speaking to me, I'm like, you need to draw what you're saying to me. And then I'll really understand it. So that's why I love YouTube videos because I need to hear and see at the same time to learn. That's why I love events. I I love this stuff, but I'm not I'm not much of an audio book kind of guy. I find it harder uh because the third rep system is audio, right? So auditory. They love listening. These are only about two to five percent of the population. They they they will really hear, they will hear if there's a scratching of your fucking beard on your microphone. They'll be like, ah, it'll agitate them. Uh, but they'll say things like, This sounds good. So what do you think of this? Oh, sorry, that's the next one. How does that sound? Sounds like we should get started. But they will use language, how they think on someone. So if I'm trying to close you and my whole time I'm trying to build rapport, sales 101, and I'm using language that I understand, I'm gonna say, so it sounds like you're here because you want to do more of these. You understand, sure, consciously, but I'm missing the opportunity to really build deep relationship, deep rapport with you unconsciously. What I'd rather be doing is say, hey, looks like you're someone who's a self-starter, looks like you're someone who doesn't want to fuck around here. So let's get into it. You'd be like, Yes, that's me. Let's go.
DarrenMy logic. Yeah, all right.
MorganSo I'm I'm getting conscious and unconscious connection with you here. The last one is audio digital. These are thinkers. So you're a visual and AD, right? So you think a lot more, you're more analytical, right? So they'll say things like, yeah, I don't know if that's a good idea, let me think about this, or like, oh, what you know, they'll say more descriptive language that will lead you to believe that the thoughts coming from up here or how they're how they're actually processing the image. Well, there's probably no image for an AD, but it's all up here, right? So what I do when I'm speaking, so how do you relate to all fucking people when we're all different? Throughout my language, if I'm trying to invite you somewhere, I'm gonna speak along these four different types of archetypes. How I'm first gonna open up every single event. And if you watch this, I'm gonna give you something that's gonna blow your fucking mind. Anyone listening to this is like, holy shit. If you want to see who the one of the best speakers on the planet is, who used the most covert, unconscious manipulation of a whole population, watch Barack Obama's inauguration speech. And he followed this three-step process to a fucking T. The first step he did, he opened up and he addressed all the keen aesthetic people first. Well, you go watch it. He's slow, and he's like it's a slow start, and he's my American people. My American it's so slow. But people like you and I were like, get to it. So he starts with very keen aesthetic. He does this for a little bit and he he relates to all the feelers first, which is the majority of people. And then the next thing he goes to the auditory people, okay? Where he makes things, he makes things move a little bit more. He'll try to increase the auditory, right? He'll relate to these people, and then he'll quickly move into the visual where he gets onto a proper pace and he starts speaking normally, and things are looking like this, the future is looking bright, this is where we're going. And then what happens is within the first, he took about 15 or so minutes by memory to do this, but in the first 15 minutes, he's about to build unconscious rapport with almost every person in the fucking audience. At the beginning of his talk, he can now go off and start speaking about different things, but because unconsciously, they're like, I like this guy, and he was one of the most charismatic, most loved presidents of all time, right? Trump is very just direct, like in and we're speaking different archetype there again. But but that's what I'll open up every single talk with that as well. So the first two to five minutes out of my mouth, I'm speaking, I'm thinking, how can I go slower, use more kinesthetic language, and I'm gonna switch to, I'm gonna increase my tone. Who's excited? Who wants to make have fun? Yeah, hi-fire the person next to you. Yeah.
DarrenAre you an agency owner, coach, or consultant looking to scale your online business? At Vogue, we help business owners scale their online business with content. We help them specifically build a high-ticket offer, create content that turns into clients, and also help them with the sales process to make sure every single call that's booked in your calendar turns into a client. If you want to see more about exactly
Changing Beliefs With Stories And Metaphors
Darrenhow we do this, hit the first link down below and watch a full free training on how smart entrepreneurs are building a business in 2025. Can we double tap on the on the Trump thing? Yeah. Because that's I think it's a great example for an antithesis of Obama, which is he speaks more to the entrepreneur.
MorganTrump's done something completely different. Trump's done something completely different where he's probably taken. I would like to say he's probably not aware of what he's doing, but um, Trump is where he is in life because he knows how to persuade and influence. He's done the old-fashioned us versus them. Andrew Tate done the same thing. Uh, anyone who's built a really big movement has a strong us versus them. Trump's come in and been, it's America against the fucking world. Where every other president before has been like, oh, but NATO, oh, but this country up. He's like, I don't give a fuck. America. Like America great. And he's like, the immigrants this, and he's turning everyone against other people. So what he does is he's building an identity in someone. He's building the identity of if you're an American, then you should like this, this, and this. You should want to see us win. You should want to kick out the immigrants, you should want this is why America. So he got you to buy into the identity again of an American. And he was so good at that. What does it mean to be an American? Everyone's wearing the MAGA hats and all this shit. And he's really against what it's what it means to be un-American. He's very against that. The woke bullshit, all of this crap, the immigrants, and he's making enemies. Okay, he doesn't have to have everyone love him. But what happens is if you really stand for something, right, people know what you stand against. So if you stand against something, people know what you stand for. If you don't stand against anything, you don't stand for all something, you stand for nothing, and you're a weak leader. So every strong leader or anyone who wants to become influential, you gotta first build the buyer, right? You gotta build the identity of what is the identity that I want you to have. And an identity is the base level of our psychology, right? So whatever you believe you are, you will then do behavior that's in accordance with that identity. Let me give you an example. Um, they wrote this in the book, uh, I forget which book, one of Robert Calvadini's books, Persuasion or Influence. And they did this crazy thing where they went around to a neighborhood and they knocked on doors and they said, Hey, do you support safe driving? And they said, Yeah. I remember this. Great. Would you mind putting this little sticker in your window that says, I support safe driving? And the compliance was like, I'm making up numbers here. I'm out of context, but roughly 80-ish percent of people go, Yeah, okay, I'll put this sticker in my window. Great. They came back a few weeks later and they went to that neighborhood, and they so they went to a new neighborhood that didn't have the stickers, and they said, Hey, do you support safe driving? And they said, Yeah. Would you mind sticking this massive sign in your yard that says, All right, support safe driving? The compliance was about 17% of the people who hadn't done the sticker. They then went to the neighborhood of the people that they put the sticker in two weeks before, and they said the same thing. Would you mind putting this sign in your in your yard? And the compliance was 60-ish percent of people. So the compliance, what they realized here is your whatever you believe you are, your compliance of behavior will stay in alignment with whoever you believe you are. So, what I'd first want to probably do if I'm gonna try to influence you. Actually, can I give you a crazy example? So, one of my mentors, he's um, as we were talking here the other day, right? So, I love spies, I love CIA and all this shit. So um, one of my mentors used to be a spy for CIA. My other mentor, I was talking to him this morning, he actively still trains CIA operatives, uh, FBI, other three-letter agencies, and um he's a proper fucking badass, this guy. Probably one of the best in the world when it comes to real influence. Like he used to go into foreign countries where if he was caught, he'd be killed and try to convince someone to give up secrets against their own fucking country. Like, think about the level of persuasion you're gonna have for that, right?
DarrenAnd um fuck, I forget what I was where was I gonna go with that? Confirmation bias, acting in alignment of all of your actions.
MorganSo he he's been teaching me a lot of stuff, and I said to him one day, I said, How will I know if I'm really like at what point do I know I'm good at this now, and I'm not just learning more shit? And he goes, I'm gonna give you a task. Go and convince someone to jump into a pool fully clothed, like influence them, right? So you don't just want to go and be like, you can't jump into a pool, you pussy. Like, you know, like go and have a conversation with them and make them want to jump into a pool fully clothed. Like, how the fuck would you do that? And I'm like, fuck. So okay, so let me think about this. And I was sitting at Luna Beach Club, actually here in Bali. This was uh I don't know, a year and a half, two years ago. And um, I'm sitting with a few of my friends, and my friends came, they knew we're going to a beach club. One of them brought a girl, so she was fully dressed up, looking amazing, makeup, hair done, in a dress, everything. We're all swimming, going down the slide, having a ball. And I come back in, I'm sitting just next to her. So obviously, she's not fucking swimming that day, right? And she's ready for the beach club day. And I'm sitting there, I'm eating some sushi, and I'm like, she's my she's my victim. How can I, how can I, how can I do this? So at first I said, I'm like, well, the first thing I'd want to do is I'd want to have her be really clear on what is the identity she should probably have. What does she need to believe to be true about herself and her world that would have the behavior of doing something crazy like that? So I started having a chat with her. And I was like, We're having a sushi, building rapport. I said, you know, one of the things I don't really know you much yet. One of the things I love most about you is I can already tell how much of an adventurous person you are. Like you really take me for the sort of person who's just a little bit crazy and just sort of like doesn't really think much about their behavior and just wants to say just fuck it and just go all in in life. I could be wrong. It's like, yeah, no, that kind of is like me. I said, I mean, I I don't know, I just feel like we've connected so well. Like, I just I love that issue because you would you wouldn't believe how many people I meet that are just so fucking closed-minded. And whenever there's a new opportunity, someone's just like in the uncomfortable zone, someone they've never done before, they just turn their head against it and they say no, and they just stick as I just find that it feels so boring. It's like, yeah, they're so boring. So build the identity of being an adventurous person, and we threw rocks against the behavior that I don't want her to have, and then a little bit more conversation, a little bit more conversation. And then after about five minutes chatting, I said, I got a crazy idea. She goes, What? I said, Let's go down the fucking slide now. She goes, Let's go. We all ran down the slide, and she fucking goes down the slide fully clothed, and she had the pull of like time of her life, and then after that, I was just like, Wow, right, fascinating stuff.
Darren12 years. I mean, it's it's a 12-year
Speaking To All Rep Systems
Darrenprocess, you know? It's interesting because like my people read Robert Cialdini's books and they knew nothing about it. They do they don't do anything, right? And this is the again the personal development ongoing pursuit versus okay, how does this actually apply? Like application.
MorganThis the books are great. The books are flooding. Um, the things uh that example isn't because of a book. There's people's brains, there's there's enough brain. There's enough brain, there's enough electricity in our brain to power a light bulb. We our brains are chemicals and electricity. And if you understand which chemicals need to be triggered at the right time to create a drug feeling with inside the body, and which electricity needs to fire in a way to create an emotional state, emotions control behavior. If you don't control someone's behavior, you gotta understand how do you control the internal state in their body. So that example was probably a few more things going on uh in there. Um and I mean, like I like I'm I'm a hypnotist as well. So sit with me for five minutes, I can kind of convince you to do a lot of things.
DarrenWhere did that start? Because I know you met Ryan at a Tombleau Tombilo? At a what you met you met Ryan at a Tom Belo event, a successful resources event, actually.
MorganThat was the same before.
DarrenThat was like seven years ago, yeah. But for you, like we're both very similar in terms of like high logic and can't have low emotion in business, but you've kind of really leaned into the personal development side as your own development. What was that kind of bridge for you that kind of connected it at all, right? Because you were like, oh fuck, like yes, I can have the fucking webinar funnel and the event funnel, yeah, but there's this. Because I think you have like you have like logical implementation of this shit, yeah, and practical implementation.
MorganOne word, range. Because what I teach, like the purpose of my company is growing leaders. So I was sitting about a year ago, I'm like, what is the it also really simplify everything I do here? What is it? What is it really? Because we have personal development programs, we have mindset, we have money, we have uh a business program, speaker training program, and an elite business mastermind. I'm like, what do I do? I'm like the overarching thing that I do is I develop and I grow leaders. So if I can grow you as a leader, you're gonna grow an extraordinary company, you've got to have a great relationship, you're gonna have a great life. Everything is leadership. I interviewed Ryan the other day and would he was talking about, you know, the heel, the boy, and the man. I said it's leadership, it's fucking, it's it's leaders because what it actually is is this word called range. And how I describe it is how comfortable are you drinking with a bikey and meditating with a monk? Right? If you look at this range, this scale, in other words, it's your comfort zone. So when I meet people and I'm like, I like to skydive, I've it's my hobby. I say to people, I'm like, come skydive. They're like, no, I would never do that. I'm like, but you say you want to grow a fucking big business, you want to have a great extraordinary life, and you're fucking being a little bitch, you don't want to jump having an airplane. Let's develop your range. Then the same thing. Someone says, Oh, why don't you go do Tantra? Why don't you go do a tantra class with your partner? Oh, that's uncomfortable. You've been a little pussy, you want to grow a big company, and you feel uncomfortable having deep intimacy with your partner. Like wherever you were mostly uncomfortable, you need to lean into and develop that. So for me in the beginning, I was way too emotional, I was way too um unpractical, I was way too like, I'd hire people like this feels good, let's just do this. And I've had to develop the other side. So I was on this spectrum of being like, this feels really good. I've had to develop this side of being like more rational, more logic, more in my brain, in my head. Because I, you know, but now what I I'm I'm very good at and um is is actually embodiment. Like that's what I like to teach. Like there's three levels to learning. You can know information, and this is what the majority of people do these days. They go pick up the way of the superior man, and they're like, I am now a men's coach. I understand, men. Or they read fucking, I don't know, who not how, and they're like, I am now a business coach. Um, and they read one book, so they they have the knowledge of information. Now they understand that now they know it. But if you double down on it for long enough and you apply and you start to, you'll move to level two, which is understanding. Now I understand this topic so well. I've applied it to my own life, applied to other people's, I get it, I could teach it to someone else. I understand it to the degree I could teach it. But I don't know if you've ever seen the movie Catch Me If You Can. When I remember the scene where Tom Hanks says to him, he's like, dude, I know how you done the fake checks, I know how you done this, I know how you done that. But how the fuck did you teach that class for six months and get away with it when you were 17 years old? You you were a professor. And he goes, All I did was read one chapter ahead each day. And that's the education system. That is, it is, right? Most people get to understanding where they just read one chapter and then they teach the chapter they just read. But very few people get to the third level, which is embodiment, which is I've done the thing for so long with every single which way and how where I can embody it. And that's why I kind of joke with the spiritual people because people are like, why do you not, you know, why do you take the piss of spiritual people? No, no, no, no. I take the piss out of unembodied spiritual people because spirituality 101 is nothing means anything. But then it's funny, people come into this world and they do some mushrooms and they're like, Wow, I'm now enlightened, and they start having all these rules and meaning around their spirituality. It's like, what the fuck? Such it's such a paradox. It's like you say you're spiritual, but you can only manifest on a full moon. You're really spiritual, manifest every fucking day. Fuck the moon. Um, so why I've sort of this isn't like a turning point. Point. This isn't a thing. And there's no, this is why I love developing leaders, because it's not a thing. It's the continual development and pursuit of mastery. It's continually finding where are what is my edges? What is extremely uncomfortable for me in business, in a relationship, in life. What's uncomfortable? Lean into it. Go and become comfortable doing it. Because there's a part of our brain, uh, I forget the exact name. I don't want to mention it in case I'm wrong, but um, that is our major fear response, okay? And our brain, the majority of our brain is the same as a dog. Okay, there's three little parts of our brain: reptilian, mammalian, and neocortex. The first two parts is the fucking dog brain, right? If the dog had a prefrontal cortex, it could start speaking English as well. But it can't. So, how do you train a dog? I was I was saw this YouTube video once of this um, I forget his name, he's a famous dog trainer in America. Caesar Malone. Caesar. And this lady comes to him and says, My dog, he's he bites everyone. He's he's crazy. He's okay, let me have a look. And this dog would bite fucking everyone else near. And he sits down, puts his knees on the ground, pulls this dog in on the leash all the way and scoops him in near his balls. That's a dangerous move with a dog who's gonna bite anybody. And the dog comes in, he's like, freaking out, freaking out for like five seconds, and then goes, calms down. He starts panning. He goes, You just have an insecure dog. You see, what I did was I pulled the dog's, I think amygdala, I think it's amygdala, I pulled the brain, I pulled the brain of the dog that was so scared into the fear and then experienced the fear and goes, it's actually not that bad. 100%. Now my body is now familiar, and now I'm comfortable doing the thing that I was so uncomfortable doing before. That is where leadership comes from. That is where the embodiment comes from. That is where merging this EQ and IQ, sort of this high logic and this emotional sort of it comes from leaning to the shit that you're so uncomfortable doing. Why I like to throw people on airplanes, why I like to put people in extremely uncomfortable situations where they're like, I'd never in a million years do that, is because it's gonna develop you as a leader.
DarrenFear is a mile wide and an inch deep. I think what's so interesting here is this is where you have all the personal development people that fucking took mushrooms selling their wounds, not their scars. Like a scar is like down your face, and you can just see it when you've just been dragged across chewing glass for years and years.
MorganYou can just selling their wounds is not their scars, that's very true.
DarrenBecause what happens then is they come in and they get sell on emotion. This is where, like, this is where you could come in and like vomit your problem to someone, and if they're selling their wounds, they're gonna sell their emotional response, but if they're selling their scares, it's their logical response. I had an example with
Identity, Us vs Them, And Movement-Building
Darrena client here yesterday. He came in and just word solid everything, and I was like, Well, here's what we're gonna actually fucking do. And he had like 101 different things. We didn't do any of those things, we did what the plan is is meant to do, and then he's like, How do you know it's right? It's like because it's a scare to my face, and I know we can solve this. And then we are all actually doing that. I'm going through my own fucking wounds at the moment, and it's like, in at one point, this will be a scare, and I can share the wisdom to somebody else. That's what thought leadership is. And dude, when we had our first conversation, and you said to me about how you just how you want to be like you don't want to be like pushing an agenda, it's just like just taught leadership. I'm sharing my wisdom. It always stuck with me, man. I've said it to you every time I see you. I always say it, it's like it really, really struck with me. I don't know why it was, and I think it's because like you understand the game at a higher level that it's not just like, oh, fucking do this thing. It's I want you to have your own discernment, and you can you're a big guy, right? You have autonomy, you can figure something out yourself. That's what I always say to my team. I'm like, oh, that's an excellent question. I can't wait for you to solve it. Go ahead. Tell me about there's something kind of interesting as well. If you compare like what we do and what you do, is like you know, you mentioned before that you don't, again, you don't like teach someone a curriculum, right? You get them to think, especially in your mastermind. Obviously, the other stuff, you're like getting them to do something in particular. Why do you go for that approach whereby it's almost like there's many different ways and pick your own path and and and implement your own thing versus here's a method and follow that method?
MorganBecause who am I to know the best way? I'm 32 years old, I don't fucking know nearly anything about life yet. Um what I've I could tell you how I've done it, what I understand is we have completely different personalities. Could you be on stage for three days at a time, multiple times a year, 14 hours a day? You're I I don't think that's your personality. You love being behind your you work every fucking day. I don't want to work every day. I like I like doing a crazy intense three-day event uh and then take a whole week off and go on snowboard and not talk to anyone. No fucking clients, no, you know, so like I've designed my business in a way to work for my lifestyle, my values. We all have different values. You're you're a white in a way where you're like you're an engineer background, you love the details. I'm fucking not. I'm high chunk, I'm super high chunk. I'll I will start the conversation in the galaxy and then we'll come down to Earth where you're like, okay, the details, I need it, like you're you're a more, which is why you're an amazing operator. And that's my weakness, and that's why I need I'm starting to lean more into this. It's extremely uncomfortable for me to be like, I'm gonna have a fucking conversation. Like, look at what do you mean? Like my team are like, or it's not working. I'm like, oh looking at the software, I'm like, ah, that's why I like that you put nice graphs in there for me. I'm like, lovely, beautiful, high chunk data. I'm like, that's what people can want, right? I'm like to pull up a spreadsheet. I'm like, fuck this shit. Like, um, so what I know is not everyone's gonna be like me. So I don't like to teach, and and I sort of just like to teach in this way where it's like, I don't want to tell you to do things my way because you may find like somebody may start doing it a different way and see more results and then be like, well, you told me to do the wrong way for so long. I'm like, I told you what it worked for me. So what I've really spent a lot of time on trying to actually develop principles. Um, and you know, so I've made a whole 77-minute course on this. Actually, it's like five stages to scale any business. And I'm like, if I can just simplify scaling any company, there's only five actually main areas. First area is sales, right? Like really developing the sales. So I teach like the high principles. Like, so there's principles of sales, there's certain things you gotta have dialed in at different levels of your business. You have one dialed-in offer, one good sales channel, one way to actually get clients. I'm like, how you get that client is up to you. Like, if you're if you're a very uh B2B type thing, maybe you want to go on LinkedIn. I don't know the first fucking thing on LinkedIn. I have LinkedIn profile, I have no idea. But uh, but if you're someone who's selling something like myself, or like coaches, and like I'm biased, I think one of the best ways, if you're a gear, if you have the charisma and you want to speak one to many, I think that's one of the fast ways I can get quick results. But if you're someone who's like, oh, I don't want to develop that skill yet, great, then let's do sales course because you can develop that skill faster than what you could having developed speaking one to many, right? So, but there's principles in the sales section, and then marketing. There's principles in marketing that are fucking timeless, right? One message, one ideal client. Like there's there's there's things in here. Use cognitive biases, use the right ones at the right time. There's principles there. Operations is the third step. There's principles and operations. There's the right way to sort of develop processes and SOP, an operating system. Like use EOS. You either use EOS or scale up or you don't. And if you put one of them in your business, your business is going to be operating better. There's a there's a phases to develop your client experience better. Then the fourth stage is leadership. Once you've got sales dialed in, marketing dialed in, your operations dialed in, you gotta start developing leaders, you gotta get the fuck out of the business, start hiring and training people, developing management levels and ELT level. And then the last level is empire building, which for me is just never ending. Empire building is continually developing new talent, hiring new talent, um, doing deals, joint ventures, partnerships, acquiring other companies, buying other companies, starting other companies that you can bolt in, develop this whole, you know, empire. So how I like to teach people is sort of based off these principles, and that's why I'll bring, I might bring people in our last event. I had someone come in and say, Facebook groups is the best thing. And literally the next speaker was school groups are the best thing. Facebook ads are Facebook's are dead. And I say, I'm like, some of you probably confused. What I want you to understand is this you're the fucking business owner. Yeah, you've got to develop the maturity to go, hmm, I'm gonna take something from there, take something from there, and then make a decision on what you think is gonna be the best. And then you can only make the decision if that worked or didn't work based off your own fucking data. Because she only said Facebook groups work because she makes millions of you're doing it. So it does work. She said Facebook ads Facebook groups are dead because it didn't work for her. Choose your poison. Both will work, pick your own path. What's important is you pick a path, you double down that path, and you fucking succeed in that path. Every way will work. Find the way that you like the most that's most natural for you, and then as you say, go and shoe glass doing it.
DarrenYeah, it's alignment, right, to like what you actually enjoy, right? Like the idea for me of only running an event funnel once a quarter, it's like too much pressure on the day. I'd prefer to have like a consistent stream of leads and you know, somewhere head off someone, you know what I mean? It's it's antithesis to this, right? It's just like a flow, it's like a threshold flow, right?
MorganSpeaking to uh my my mastermind people today about this, actually. I'm like, what I've realized, because now we're scaling to you know 10 million that's that's our next goal to go 10 million years. What I've realized is one of the fast ways I think to get a million, because we did every million dollars in a day. I'm like, fuck, I don't know any other way you can like I could help you simply kind of put that together, and we could probably really do that in three or four months. And if you're the right person, we could easily do that. Um,
Frameworks Over Scripts For Stage Mastery
Morganbut getting a sales team to a million dollars a year first, it says a lot of moving parts. But what you've noticed is once it's built, that can scale.
Darren100%.
MorganAnd so what I said to them, I'm like, I'm like, the problem with what I have, which is why we're really developing a whole sales team and we're splitting it now, is because based off my model, it's like my model is one sales mechanism for till you're at a million a year. Once you're in a million a year, it's about you actually bolt in other methods to get sales. You have to. So now we're bolting in not just events. We are doing calls, we are doing DMs, we are doing emails, we're doing we're doing other things now. But the reason why it's important is because for me, I might do a lead-in event, we sell an event, and then we don't see those clients again to two or three months after. Yeah, my feedback loop is about three months. Yeah. So I said, I'm like, look at this. This is why sometimes this is why I work like a psychopath because I'm like, I've only got a few opportunities a year to get feedback. And one year's gone again, I'm like, fuck. Like now I'm like, we need to pivot this because I tried all last year testing this thing. That's why I'm confident we should do this this year. But I'm like, the good thing with building a sales team is you can get feedback every day.
DarrenYeah.
MorganLike, did that script work? Did that work? Did you know? And so you can get 365 opportunities a year for feedback, versus at the moment I was getting four to eight feedback times a year, right? So but now I'm building them both in.
DarrenSo now have and and this is why I love like your autistic approach of things, because in the beginning you were like, like you were, I've never met someone who built a sales team so fast. I was like, bro, just do the setters first, and then you were like, I have four setters and four closers, let's go. And I was like, that's not how this is meant to work.
MorganBut long story short, it's like I was like, I'm gonna throw a lot of shit against the wall and something will stick, and then whatever sticks, I'm gonna work with that.
DarrenBut the the but the event thing works for you quarterly. So let's say if it was like a month, it was like a million, a million, a million, it's like four million a year, great, whatever. But the challenge is you need to add in a second channel once one is developed. So for us, it was sales team first, webinar second, paid, and now it's like software paid, fucking ding ding. But what I'm trying to say is like you gotta be a master of one, and then you gotta know where the limit is. So I'll give an example getting a DM funnel above 300k a month is brutal, bro. Like you get there pretty quickly, not pretty quickly. We get there in like a year, but it's brutal after that. Like it's because the diminishing returns are so low. So it's like, okay, because of that mechanism that's running, let's add that into an event, let's do impersonal events and so on. So you don't wanna you don't want to be the dead horse. So you need to have the openness to be like event or vice versa sales team. And it's just knowing that that's not gonna crank as it's like oh okay, one observation I've made is like because people get really good at one thing, they think that any everything else is gonna happen so quickly. And it's true, they can get there faster than when they initially started their business, but it doesn't mean it's gonna instantly work. So paid for us was like that. It was like paid's not working, even though everything else is working really well. So then we have to just commit more time to it, and now paid works great, right? It's like there's but that's ext that's that's understanding yourself, right? It's maturity, it's development. It's looking at how most businesses aren't successful for seven years, and everyone just fucking gives up and just goes into a different business model. You know, it's it's gonna take much longer. Obviously, this is very like cliche, but it everyone is it everyone says this, but then when they're doing it, they're like, oh, but the setter said something stupid. It's like, yeah, that's part of this. It's part of it, you know. You gotta get them gotta get the kind of L's out of the way so you can get the yeses long time long term, you know?
MorganYeah, there's it last year Dreamfest, the year before Dreamfest, I opened up uh a business talk. My opening sort of line was uh like entrepreneurship's fucking hard. No, I said entrepreneurship is a professional sport. 100% and the sport is getting kicked in the nuts every single day. And if you can't tolerate that sport, get the fuck off the field. If you're opting in for the sport, stop complaining about the sport because that's the fucking game. All you can do is keep enduring the pain and you're gonna get callous around your nuts, and eventually it's just not gonna suck as much, but it will still be a shitty game. The only decision you gotta make is do I wanna get kicked in the nuts, or do I want to watch other people get kicked in the nuts? You decide. No one's convincing you to be an entrepreneur, right? But if the decision is I'm gonna be an entrepreneur, shut the fuck up, it's gonna suck. There's gonna be moments that absolutely suck, and there's gonna be moments where you celebrate because you had a victory and that lasts short, and then you're back on the field getting kicked in the nuts again.
DarrenThat's the game. Yeah, and I think it all goes back to your feelings aren't in your business, right? Yeah, like coaches, online business space is like they're just too emotional, bro. They're just fully transparent, it's just there's just too much emotion. It's like your feelings aren't in your business, you can keep your feelings at home for you and your missus. It's like when you get into the business, operate like you need to do. So whether that's on an execution level or like on like a CEO level, it's the same thing. I had a conversation today with someone that sold four businesses, and he was like, all he's like, this is this space is just filled with crack cocaine, and then everyone is actually missing the opportunity because they're so fucking emotional in the coaching space, yeah. Yeah, it's like you know, you got huge distribution, huge channels, huge partnerships. You know, my big thing for me this year is partnerships because what I've learned is the whole idea of going together makes us so much better than fucking competing with everyone, right? And it's like everyone, so like you don't have a business problem, you have a business owner problem, and the business owner is the one that blows up the business. So if you can just not fuck things up for you and everyone around you, you're gonna be fucking wealthy. But everyone fucking blows a fuse, nukes the business, and then becomes a mindset coach. Yeah, what the fuck?
MorganIt is uh but this is why everything is mindset, and I think the word mindset has been thrown around a lot. So, like the way I like to explain it is it's identity. Like, identity is the savior or the thing that's gonna destroy your life and your business every single time. Um why it feels so hard for you right now is because your current level of identity doesn't match where you're where you want to be. Why you can't get there. Have you ever have you ever looked at your at your business or like what you're doing, like even right now, or like this month, and you go, why the fuck did we why didn't we do this earlier? Have you ever done that? Yeah. Like now that I understand it, like why did I take so long to get here? Well, because three years ago, you didn't have that identity of who you're doing now. Like, why didn't you build Aura five years ago? Well, like five years ago, you you couldn't probably with withstand that, you wouldn't understand it, but now you're like, oh, I feel so easy because it feels right now, right? And and I just saw a time, I was getting in the elevator the other day with my partner, and I said, Oh my god, why the why did I take so long to because she goes, You've really grown a lot this year. I said, Yeah, I know. I'm like, I don't know why the fuck I decided to do it this year and not like three years ago. Yeah, I'm like, well, the reality of I fucking was doing it three years ago. I was growing at the capacity that I could withstand three years ago, and it keeps growing every single year. But it's the identity every single time because um there's this thing um called the law of sustainment. This thing called the law of sustainment, where essentially your identity you currently have here can only sustain the results you're currently getting. Okay, because it's used to it, it's it's comfortable, like the dog coming in. It's like, oh, it's actually normal now. This now becomes the new normal. But the new scary thing, the identity is resisting because uncertainty. Well, I don't understand what this is. So you could try to push you into this, push you into this as much as you can, but it's only a matter of time for how long that current level of identity can sustain this new area before it either sabotages it or it comes all the way back down here. 100%. Because that's what that's what our identity is doing. Because every single moment, all our brain's trying to do gain pleasure and avoid pain. But it's not it's not actually avoid real pain like someone trying to kill us, it's avoiding perceived pain or discomfort. Our brain's lazy. So if if I say if you speak to a new person and they're like 100 grand a year, that's why I hate people setting big fucking goals. They're like, We made 100 grand last year. So go, what's your what's your goal this year? 100 million dollars. Shut the fuck up. Who the fuck says that? Yeah, yeah, man. I've had people do it, and they're like, oh my god 100 million this year. I'm like, I want to punch you in the face so hard. Because what happens is, like, and they've done neuroscience stuff for I'm writing this in my books. I'm writing a whole book like the Dream Outloud Method. So I've had to do even deeper research into these things because there's a difference between speaking something and actually writing it. Huge difference. Like I can talk from stage, da da da. And when I've been trying to put that into a book, I'm like, oh my god, I need to break this down. Like, what's the where's that study come from? So I've had to dig deeper and find specific things. And I and I found this crazy study done in a neuroscience lab in New York City on the art and science of goal achievement. And what they realized is why don't people, why doesn't the average person save for retirement? Have
Principles Over Methods In Scaling
Morganyou ever wondered that? Like, it's not it's not hard. Like you can get on YouTube and go, how to retire by 50. Fucking easy. Like, invest this much money in SP 500, compound over this stuff, and you know what I mean? The information's out there. It's actually quite easy. But what they found is the reason people don't actually save for retirement is because retirement's too far away to care about. So they done a study with these two people and they said, go run a race. The first group, they didn't tell them where the finish line was, and they just said, just run and we'll tell you when to stop. The second team, they gave them a finish line. And what happened was not only did the second team complete the race far quicker, they actually done it with a lot more enjoyment. At the end of it, they said, I really enjoyed that. The first group were a lot slower, and they said, I didn't really enjoy that because they didn't have a they didn't have a deadline, they didn't have a goal that they're actually pursuing. I'm bound. And then what happens is this they realize that there's a certain because people often say to me all the time, they go, how do you stay motivated? Okay. And the reason probably why Euro is so motivated is because you have a very fucking clear goal, you have a vision, then I bet you you'd have annual goal, quarterly goal, monthly goal, probably even weekly goals, yeah? Three years. Right? And you have very clear what you're actually running for, and it's in your timeline short enough to excite the shit out of you. The reason people need motivation is because they don't have a meaningful goal that's in set in the right timeline. So here's what happens: if someone sets a goal too short, so let's say they make $100,000 last year, and they go, This year I want to make $120,000. It's an increase, but that's not a big enough increase to change their life. So what happens is there's this part of our brain, okay, in our body, sorry, our systolic blood pressure. When this increases, it actually releases adrenaline. If you have an adrenaline through your body, you're fucking moving. You're very motivated if you're filled with adrenaline. If your systolic blood pressure is low, no adrenaline release, no motivation. So if their goal is too small, okay, or too close to you, it doesn't rise the systolic blood pressure. Same thing happens if the goal is too far away. So, like fucking Sally, who goes, I made 100 grand this year and this year I'm gonna make a hundred million dollars. The brain goes, that's so big, I can't even understand it. So I'm not getting excited enough to actually run towards it. Right? So the same thing happens. If if you set the goal just like so far away, your brain will go, ah, that's gonna be it's the juice isn't worth the squeeze. So I'm not gonna rise the stilic blood pressure. So our brain doesn't say that's important. I must focus on it to stay, you know, to win, to gain pleasure or avoid pain. So the brain goes, Well, I'm not gonna increase the select blood pressure, I'm not gonna release adrenaline, I'm gonna do the same fucking thing I've always done. So the science is we need to find what I like to do now is um I just asked one question. I'll I I'll sit and I've done this, I figured this out, I was sitting in the sauna at home. I go, we made in one year, a few years ago, it was like it was in July. The first six months of the year, we made say a million dollars. It was in July, and I go, Could I make another million dollars by the end of the year? And I go, sure. I said, good. Then do it. I said, okay, I'm gonna start doing it. I said, I go, huh. If you can do a million, do two million. And as soon as I said two. And I said, I felt my body let's just go, holy shit, that's scary. That's when you know you're on the money. Like, that's frightening. How the fuck would I do that? Good question. So then the question is: if I was going to do that, how would I do it? And what happens is the reason why people lose motivation is because they get clouded with judgment and they've got so many ways. So if you set a small goal within your comfort, you've got a thousand different ways you can actually get there. But if you increase it, you've only got a few ways to get it. And if you ask yourself the question, go, if I had to do it, if my life depended on it, how would I have to do it? You'll come up with re you'll come up with um a resourceful answer. And that's what I did. I said, fuck, I could do one million, but how would I do two? Well, if you were gonna do it, how'd you do it? I go, I would have to do this and this, and I'd have to not do that. Yeah, it's what you don't do. I said, okay, do it. You know what happened? We did 1.5 million. So I did 50% more than what I was actually already setting for.
DarrenAnd imagine if you set the goal of four million.
MorganYeah.
DarrenYou know, it's like um if you try to make a hundred every for everyone when you're trying to make a hundred thousand dollars extra a month, you're missing out on making the one million dollars a month. So there's a gap that you're making the wrong decision, you know. One of my friends, they're doing 10 million a month with software. He just made decisions that were driven towards him having a billion dollar valuation, which is what he has. It's fucking mental. 10 million a month, it's 120 million AR bootstrapped. It's like, what? What world do you live in? And man, I want to say a huge thank you. Let's do another session. I want to do a super dialed-in whiteboard session with you. This is fucking great. We can absolutely rip it. Oh man, you're a legend. This is awesome. Thanks for having me on, man. Thank you, man. We can chat all fucking day on this stuff.