#324 Joss Mooney - The Only Content Strategy You Need to Build Your First $1M Business

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Guest: Joss Mooney
Youtube:  https://www.youtube.com/@joss_mooney⁩
Instagram: https://www.instagram.com/jossmooney


0:00 — Preview & Intro
3:20 — Health, Wealth, and Balance
5:30 — Discipline and Identity
8:40 — Authentic Content and Values
11:20 — Fear, Judgment, and Self-Trust
14:10 — Loss, Adversity, and Perspective
17:30 — Fatherhood and Responsibility
20:20 — Time, Presence, and Priorities
22:45 — Building a Sustainable Business
25:50 — Scale, Trade-Offs, and Quality of Life
29:45 — Content, Creativity, and Planning
33:50 — Storytelling and Credibility
37:55 — Personality, Nuance, and Differentiation
41:20 — Community, Masterminds, and Brotherhood
47:30 — Environment, Reset, and Growth
52:10 — Perfectionism and Volume
55:00 — Discipline, Hardship, and Drive

Transcript

Staying Relevant With A Real Personal Brand

Darren 0:00

I've basically seen your content just always consistently moving forward. What's made you stay so relevant in this online space for so many years?

SPEAKER_00 0:09

Personal branding's a funny one. Everyone wants to build a personal brand. And if someone else can copy your content, it's not. My family finance and my health, basically. And I believe those core pillars, if any one of those drop, it affects the other one. But the main thing is your health. I base myself around keeping those three things consistently at a level which is performing well rather than focusing on one. You know, a lot of people go in on finance and they commit everything and they sacrifice their health, their relationship. And yes, it might pay off long term. But are you happy? Your best clients are the ones that just say yes on the call and they're gonna go and they're gonna perform and they're gonna execute. They're the type of people I want to work with. The people who are on the fence, there's a reason why you're on the fence. It's that mental barrier. It's not that someone can't do the work, it's just like they're unsure about everything. You just gotta go. What's your why? Why are you in the position that you're in? What drives you every day? What makes you get up? Why are you the way you are? That's what builds trust.

Darren 1:06

I've basically seen your content just always consistently moving forward, like getting great results, always like helping people, whether it's like multiple costs, multiple businesses you've been running. What's made you stay so relevant in this online space for so many years?

The Three Pillars: Health, Family, Finance

SPEAKER_00 1:24

Thank you. First off, that's very nice. Um because it is hard to stay relevant. You've actually got to shift the way you go about things. Um because if you're doing the same thing, personal branding's a funny one. Everyone wants to build a personal brand. And if someone else can copy your content, it's not personal, you know. So I guess just being sounds cliche, consistently being me, you know? Um and I am fucking consistent with what I do. I'll give myself that. Um and I've got a pretty good core beliefs that I that I kind of stick to. Um what are they family finance and um fuck no, it's better, yeah. So I and my health, my family finance and my health, basically. And I believe those core pillars, if any one of those drop, it affects the other one. But the main thing is your health. So if I you know, people when I'm when I'm speaking to coach uh to clients now, for example, business owners, you know, these people who are super successful, but they look like a bag of potatoes, you know, they're not happy when they look in the mirror, but when they take their watch off and they take their suit off, you know? And if their health is bad, they won't have those finances and they might be all right now, but when they get to 4550, it's not gonna be there anymore. So if any one of those pillars drops or your health isn't great, it'll affect your relationship. If your finance is great, it'll affect your relationship. If your relationship's bad, you're not gonna be working right. So I think I base myself around keeping those three things consistently at a level which is performing well, rather than focusing on one. You know, a lot of people go in on finance and they come at everything and they sacrifice their health, their relationship. And yes, it might pay off long term, but are you happy? You know, people sacrifice that, and I can pretty much honestly say I'm very happy with how I position myself in my life. I'm never too extreme on one thing, if that makes sense.

Darren 3:25

Yeah, man. And I think if you think about it, the healthier that I've been, the more money that I've made. Right? So if you if you're compromising the most important thing, which is just trying to fucking stay healthy, stay happy, it's gonna affect your business long run. So it all goes back to your health as your core.

SPEAKER_00 3:43

Everything, yeah. But everyone will neglect it. Especially, I mean, do you know what? Like, you know, people say when you're in your 20s, go ballstable, like fucking go for it because you know you can afford to, you're made of rubber, you can bounce back. So I do agree to a certain extent, but like, you know, I'm 37 now.

Darren 3:59

I need to 37. Yeah, bro. Fucking hell, dude. How do you actually like stay so young though? Genuinely, like what actually is that process? Because that's super valuable for people, man, because you are like a fucking high performing entrepreneur as well, so it's not like you're not doing the other side of it.

Health As Leverage For Wealth And Happiness

SPEAKER_00 4:15

Yeah, um I can say it recently. Um I've significantly cut out alcohol, but you know, even over the last 10 years, I've brought I've cut brought up in a rugby background, it's not like I've been super healthy or anything, but I my my standards with my nutrition and my training have always been there, regardless if I've been going out and drinking and whatnot. Yeah, um I again it's to consistency, bro. There's so many people waiting for the perfect time to start, not only in health in business, starting is the perfect time and just being consistent. So whether I'm you know in the middle of nowhere or in Bali or I'm super busy, um, I'd always be making sure I use food as fuel rather than you know comfort. And I train because it makes me feel good. Like every trauma that I've had in my life, I will will resort to training. So like, and this is something I speak to people about. If you can make your default mode a solid version of you, so when you're upset, you're not gonna go sit on the couch and eat a lot of fucking Maltesers, you're gonna go for a walk, you're gonna go for a run, get some happy endorphins for you're that guy, that guy will always come out on top. And I think that obviously uplays a lot with your body and staying useful, you know?

Darren 5:30

Yeah, 100%. Let's double tap on the content initially. I think uh the way that you approach a lot of your business and the way that you're showing up online, how did you actually kind of keep that kind of authentic void? Because a lot of people they just become subject to like the algorithm, they become subject to what they need to do for their business, but you pull in a lot of your values really well and you show yourself and you show your beliefs really well online. Is your sales process right now an absolute mess? You have a spreadsheet tracking a spreadsheet, you're trying to use a zapier flow, 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 seven-day trial.

SPEAKER_00 6:42

Yeah. I think that's a good point, actually, because a lot of people do just fall into the whole viral content uh without providing any value or personality. Um, do you know what? I am like my main page on Instagram, I've I've tested it multiple times, but it does bring the leads. But by me posting, me walking down the beach in my swim shorts, it like people obviously want to get that that lean and whatnot, and it does help bring traffic, but then you've got to provide value off the back of that as well. You can't just keep doing viral videos, you know. So I just guess it's having um education on what you're using your content for. That makes sense.

Darren 7:26

How did you learn that?

SPEAKER_00 7:28

Learn it with like the agency, I guess. Like, you know, what's the point of me posting like a bit a video of me walking down the beach shredded if I'm not gonna be able to grab someone's attention or someone who's liked or comment on it? Why are you commenting on it? You know, if you're a guy, really, really, unless you like you're super gay, you know? You know, do you know what I mean? So, like, is this something that you you aspire to be? How's your fitness journey going? Then provide value, send them to another long-term-form video like you're speaking about, just for free to build trust, and then you can go into if you can actually help someone, you know, but and then like if you go straight in with value-based content, you're probably gonna expect low engagement, right? But you're gonna be able to help that handful of people that need it. So it's a I I think it's just a combination of everything.

Cutting Alcohol, Training, And Default Habits

Darren 8:10

Yeah, I think that's something that you know over time what I've struggled with as well is you're trying to you want to grow your business selfishly because like why else do you have a fucking business? But at the same time, there's like this interesting state whereby to grow your brand, you need to go more abroad, but then you also got to be like super detailed at the same time. So I don't know, it's just finding that balance and making sure that it references back to like what you're doing because this is why like Joss's brand can do other shit. Like you run events, you run masterminds, there's other stuff underneath your surface than just what's on with it.

SPEAKER_00 8:42

Yeah, I think um I've learned a bit about myself, about even though the people who are coming on the next mastermind, bro. Like one of the guys he's sold his business for 110 million, and I got on a call with him, I was like, Why are you coming, bro? He's like, I'm in fascinated to how you live your life, and I want to come to Bali and reset. He's like, You always seem so happy, you just do what you want when you want. And I'm like, that's really nice that to get someone else's perspective, you know, and I guess that's the like um impression I'm getting I'm giving off, right? So I don't know if it's working and I can help people while doing it, even better.

Darren 9:19

When you've doubled down on like who you're working with now, which is more entrepreneurs, business owners, what made you go balls deep into that specific area? So guys that are much more advanced in their journey, like like more advanced and entrepreneurs as well.

SPEAKER_00 9:32

What in terms of um Who you're working with?

Darren 9:34

Because a lot of your clients that you're working with, they're much further on their journey, right? They're more like entrepreneurs and business owners.

SPEAKER_00 9:40

In term for coaching or for like this. Yeah, I don't know. I just um you you pick your market, don't you?

Darren 9:46

You know, if you wanna Yeah, you are you but you are also the market.

SPEAKER_00 9:48

You yeah, you are your niche, right? Um unless you're highly educated in something else. Like I I just prefer people who if someone's at a certain level, you know, if you're working with a CEO, they're usually just gonna get like your best clients are the ones that just say yes on the call and they're gonna go and they're gonna perform and they're gonna execute. They're the type of people I want to work with, you know? It's the people who are on the fence. There's a reason why you're on the fence, and the reason why you're on the call in the first place is because you're it's uh it's a mindset shift rather than you know, it's it's that mental barrier. It's not that someone can't do the work, it's just like they they're unsure about everything, you know. You just gotta go.

Darren 10:27

Why do you think that is? Because like this is the this is how people get caught in a loop, right? Their infinite loop and their infinite life of like why they're not making progress, why they're not getting results, is because they're in this trap.

Authentic Content Vs Algorithm Chasing

SPEAKER_00 10:38

Yeah, it it it can come down to multiple reasons. Um, it can come down to childhood reasons, you know, uh where they haven't got enough enough reassurance, they could have had abandonment and they're scared. You know, there's loads of things that go into it. Um, like even me, bro, like for me to post content some days I have to be in the right kind of mood because I think people judge me. I look at people above me and I'm like, shit, would they disapprove of that kind of content? Do I sound stupid? And people have that no matter who you are, but people above you will be put trying to pull you up. They don't care, you know? You know, any hate that just comes from below. So you need to kind of get out your own head in terms of what other people think, I think, and then just move forward, just go for it.

Darren 11:22

Dude, we're all gonna end up in the exact same spot at the end of this. We'll end up in a box, bro.

SPEAKER_00 11:26

And you can't take all this nice shit to the grave, bro. Yeah, that's true.

Darren 11:29

You know, so it's like there is very little to be had for like waiting to kind of I don't know, waiting for other people's approval. And the irony is that people that are much further ahead of you, like even the guys you met downstairs, like they were like, Oh, like I saw your work, you're doing this, you're doing this. Like they're people who are in the space and in your space specifically, they want to be around you and they want to be around that, so there's no there's no issues with that specifically, even if you are on your own journey. I think this is where like a lot of your work is done really well because you've always been honest, dude. You've been very transparent, which I think you don't even recognize as much, too, because you just kind of get on, you like you tell people specifically like what you're struggling with or the position that you're actually in right now as well.

SPEAKER_00 12:07

That's how you build trust, isn't it? And I could I could even be more honest about like day-to-day stuff and uh things in my life, you know, but obviously you want to have some privacy. But like the pain points that anyone goes through uh in life is that's where you build trust, because then people can relate to you, you know. If if you're constantly talking about your wins and this, that and the other, it's just like more off, you know. Like, what's your why? Why are you in the position that you're in? What drives you every day? What makes you get up? You know, why the why are you the way you are? That's what builds trust, I think.

Darren 12:38

Do you think if you're working with people specifically, they give a shit about that as well? So let's say they're buying coaching from Joss. I think so. How much do you how much do you weigh weigh that up?

SPEAKER_00 12:50

Like you said earlier, it's like it's it's the voice of the information who it comes from. So you want to be able to relate to that voice, or there's something certain uh that you like about the person. Information is everywhere, it's not that we're short of that. And most mentorships and whatnot chasing flies.

Darren 13:08

That's a fuck boy.

SPEAKER_00 13:11

Um, it's not that we're short of information, most information is just packaged differently from other people, so you've got to find the person who you either relate to or you like um that you want to work with.

Viral Hooks, Then Real Value

Darren 13:22

Yeah, I that's the whole idea, right? Is like know that, especially with AI, you can just grab anything out of fucking finger. It's implementation, it's a nuance, it's implementation, it's a small subtleties that I'm like, I like Joss, I like Darren. Well, what is it specifically I'm getting from that person versus like something like very fucking vague? Does that make sense? Yeah, dude, it's like it's it's like shit, it's like beige, right? Like things are just beige, people are just kind of sitting in like the no man's land because it's easier for people to post content, it's easier for anyone to launch a business now. So there's no it's obviously still hard, but it's not like it's not possible. Yeah, so the reason why you know you've been consistent and and consistently made fucking results and got results is because you've been sharing those values. It's just adding context. Context, yeah.

SPEAKER_00 14:06

What's your version of it? You know, add some fucking colour to it. The information's like there, you know.

Darren 14:11

Yeah. How have you pulled in some of your life into your content too? So obviously, you know, you're soon-to-be fodder.

SPEAKER_00 14:17

Um I speak a lot about this a lot. Like my dad dying when I was 16, bro. Uh, he was probably one of the biggest driving forces of my life, and it's made me quite unsympathetic towards watch out, she's gonna get a caffeine fix. Uh uh, unsympathetic towards life a little bit, and when people moan and stuff, you know. In what way? Um because shit happens in life, and you can choose to wallow and stay in the same spot, uh, or it's how you deal with it. All we what shapes you as a human is how you react to stuff, right? You can react badly, or you can be good at sink or swim. And I obviously it's horrible to say, but that's one of the things that moulded me in in the best way possible, you know. It taught me to deal with one of the hardest times of my life, and I try and portray this in my content. Um, because so many people give the stupidest excuses to why they're not where they want to be. And I don't go shouting about this when I'm speaking to someone, but I think it's important to know that everyone's going through shit. But if you continue to wallow in your own self-pity, you ain't gonna move. No, so I guess that's one of the main things.

Darren 15:31

But then going into fatherhood now, um I'm becoming a Do you think that's uh like the experience your dad has shaped how you view fatherhood now as well?

SPEAKER_00 15:40

Yeah, for sure.

Darren 15:41

Did it give you any kind of fear beforehand?

Choosing Clients And Breaking Mental Barriers

SPEAKER_00 15:44

Not beforehand, bro. I mean, it would it was a surprise. Um, but like I guess I had an epiphany when I found out, I was like, oh my god, I I I just want to lock and be super healthy, and just like I've cut out so much stuff, like even just you know, I've basically made a list and drawn a line around the things that just aren't serving me to where I need to be. Um in there. I mean, just going out in general, like going out and buying like tables and stuff. Like I've always I've always liked to go out, and I can't say like it's not even alcohol. I've been in the room with other people. I've met some of the best people in my entire life because I've gone out drinking, you know. Um, but I've just I just say no to a lot of things now, so I've got more time to focus on positive things, you know. Um but yeah, that it it's funny because when I found out Emma uh she just started screaming at like 4 a.m. in the morning. She went to the bathroom, she's like, I'm fucking I'm pregnant. I'm like, what? Like what like what uh why I wasn't? I ordered another test immediately on that Insta shop. And all I'm thinking in the back of my head, I was like, I've just finished like a heavy summer in Mar Bay. I was like, I was not healthy. I'm like, this guy's gonna come out with like four arms or something. I'm like, I was like, oh shit. Um he's uh he's uh he's all healthy um uh now, so yeah, um it was a bit of a shock, but that moment I was like, you need to fucking lock up, bro. Like you need to just start being the best version um of you. And it's funny, isn't it? Like, in order for you to be the person you need to be, you just need to start acting like them. It's like it's like you, you know, but you put your head down and you pretend to be asleep until you fall asleep, right? It's just like so I'm trying to be that guy.

Darren 17:31

It was a similar conversation I had with Rob, same time like he was expecting his mistress was expecting like four or five months later, and he was like, Yeah, like this is the time that I have to really fucking capitalize on everything.

SPEAKER_00 17:42

He's in the same.

Darren 17:44

Yeah, and it was the same as one of my friends Max, he said he's having a baby a couple of months, they're like pushing the business as hard as possible because a few things like one, you want to set your life up, and you also want to set that period of your life up too, so that you don't have to be working as much back to the family, the friends, the business, the fitness. Having all of that dialed in allows you at 37 now to take some time for that as well. Yeah, fuck man. So what what are you what are you changing right now actively as well? Because you've already a pretty good dialed-in life, I guess it was just a kind of yeah, but it's always been based around me.

SPEAKER_00 18:16

That's the thing. Okay, so now it's not like even I was speaking to my wealth manager like two days ago. I was like, bro, if I just put like two 250 or 100 in uh this uh portfolio per week, by the time he's 18, he's gonna have like it's like 300 to 500 grand. He's gonna be I'm like so. I'm speaking thinking about like investments like that, yeah. Like um, so just just thinking ahead rather than being sounds bad, you know, you've got to be present, but I'm just trying to be way more aware of it.

Darren 18:48

This is the thing about a man, right? The man's fucking job is to provide. We forgot this for the past couple of years, right? But that's that's the ultimate goal. It's like the only fucking goal, yeah. It's like, you know, really the only thing that matters is the people around you. And even if it's not your immediate family, it could be your business, it could be your team. Like I feel incredibly responsible for my team, right? And that's an important thing that I need to not be a fucking dumbass and similarly for your responsibility. That's being a man, and that but that's also fantastic for getting your shit together, you know? It's just kind of how someone has a child, even if they're child and early and they get rid of all their bad habits.

SPEAKER_00 19:24

Being a guy, like obviously women are incredible, uh, you know, but like also like being a man is hard because you have to provide, you know, that's your fucking job. Um, and I think as a lot of stuff keeps popping up on Instagram about this, you know, like when you have this responsibility as a father or even a business owner, you know, you actually like the three pillars that I'm talking about. You want to provide so bad because you fucking need to, you start neglecting your wife, you start neglecting your health. So you've got to be very careful of it, um, of what kind of route you're going down. Like, even recently, Emma's like, Josh, you're working too much. I'm like, all right, we'll go on another date. Like, yeah, no, she's not, she wasn't sure she's like, I don't want that. Just be present with me for a bit. And I was like, okay, these are the conversations that are like like towards me on this kind of stuff. Because people don't do that, and then it's 10 years down line, and then you've got like broken parents, you know, like divorces and stuff.

Honesty, Scars, And Building Trust

Darren 20:24

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. You should read Five Pillars of Wealth by Saul Bloom. It's good timing for you.

SPEAKER_00 20:40

Five Pillars of Wealth.

Darren 20:41

Yeah, it's very good timing for you. He talks a lot about this, which is like it's not about the quantity of time with someone, it's about the quality of time. Quality, yeah. You know, so two and a half hours watching Netflix or 10 minutes at dinner. Like I have lunch and dinner with my wife every single day, but I could spend 14 hours in the office, right? Yeah. It's like it's not about always being around. Ideally, to be honest, if a guy's always around, he becomes a fucking slob and he's watching TV, right? Yeah, yeah, yeah. So it's more like the man goes out on a mission and then he comes back, and then they value that time better than other people.

SPEAKER_00 21:10

Allocating your time. I think I heard Hormuz speak about this today. Get a kitchen timer, slap it on 15 minutes, and then write down what you did every 15 minutes. I have that, dude. I did that.

Darren 21:21

Most autistic thing ever.

SPEAKER_00 21:22

Yeah, but like I was thinking about it the other day.

Darren 21:25

I'll show you the spreadsheet. I have a spreadsheet of it, and I ascended the cat, my assistant, and she was like, What the fuck is wrong with this guy?

SPEAKER_00 21:32

What was it, like working?

Darren 21:33

No, no, it was it shows you basically it basically it's actually part of Dan Martell's book. It breaks down like uh what do you need to delegate, what do you need to automate, what do you need to outsource. Yeah, I love that. Yeah, and then it's the other part of it then is like what do you need to hire for. So this is kind of something that people don't realise. It's like a lot of the stuff that you do in your business, like you you're probably great at then it's but you probably could get someone who's actually better than you at.

SPEAKER_00 21:58

Yeah, for sure.

Darren 21:58

You know? So I give it Typical example for us is like ads. Like I could run my own ads, but I don't. I have to get someone to do it because he's meant to be better than me at doing it. Yeah. Does that make sense? So I did this like it's like a time audit, basically. And especially if you're gonna have fucking kids or whatever, you you're like, Whoa, I waste even working, dude. Like I'm working on something and it's taking me two hours and it should take me 45 minutes.

SPEAKER_00 22:21

Yeah, no, I think I think also getting over your own fucking ego to let that job go is very uh important. Then again, you need to have confidence that person is usually better than you. Like we we've got this guy called Andy, uh who works for Apex, and he's just he's incredible, bro. Like he just gets everything done, and he's the like the type of person that we're speaking about now. You're just very confident, he can do the job better than you. Yeah, you know?

Darren 22:47

Yeah, yeah. And you want to assign that time to all those people, you know? How are you building your business right now? So specifically the coaching business. I'm really intrigued with that. So is this how like how big is your team? How does that function?

SPEAKER_00 22:59

Team's tight, bro. Really? There's like there's like four or five, yeah, five people. Um, and then we've just hired a new uh ads agency that I've got on with who are in the US, a bit of a time difference, but um just gonna push hard on ads this year. But I think I've honestly I've been so blessed with my organic traffic that comes through. And because obviously high ticket margins are great, and I'm quite a firm believer of getting to uh a certain limit and staying there before because I don't want quality of work to drop, you know.

Darren 23:37

Can you explain that?

Fatherhood, Priorities, And Saying No

SPEAKER_00 23:38

Yeah, so for example, hitting six figures and kind of just specifically staying there rather than going to like quarter of a half million per month with my coaching with that because my margins are great. One of my friends does uh hit 200 grand a month, but his margins are not great because his team's so big and he's doing this. So I again going back to my three pillars, I don't want to sacrifice more and bite more than I can chew off. I'd rather sit at that level and then make other investments with the money. Do you know what I'm saying? Yeah, yeah. Because I feel like a lot of people want to just keep going and going and going and going and like, yeah, money's fantastic and all that, and building that, but at what point are you sacrificing the quality of work, your time, and your family, you know?

Darren 24:18

So dude, it's interesting, right? You're coaching people on this, so you have to do it for yourself. You're a fucking hypocrite if you're not exactly, yeah.

SPEAKER_00 24:28

I know, you know, and it's um and it kind of like contradicts what we were doing with the agency. Uh, you know, we're kind of helping people to grow a lot, and like you're trying to get people to the X level because people just want to keep growing. But I'm also saying, no, no, no, like just make sure, like, are you good as a human? Like, are you actually okay? And that's a kind of always there's a mental battle between me and the agency. I want to help people. Obviously, you know, hitting your first 10k is amazing, getting your first six figures, all this kind of stuff, but like don't break yourself, live a good life. That's kind of my philosophy on a lot of it, you know, just be happy. And I think two people, too many people get caught up watching too much of fucking Andrew Tate's content and they make it too much homose videos, yeah. Homose videos, or like, you know, just wanting to be hitting crazy figures, and I'm like, yeah, that's cool, man, that's amazing. But what are you sacrificing?

Darren 25:25

I think like for a lot of people, they and this is where it's interesting because like the coaching industry is a very interesting space, because coaching is uh you can make a lot of money, but it's not scalable. And what I mean by that is to make more money, you have to do more work. So you either build a foundation whereby you have some really good people that can fulfill more people for you, but if the only way you can make 300k from 100k a month is to do three times a month's work, that's not scalable. Does that make sense? Yeah, just doing more shit all day, every day. Yeah, like it's a kind it's that's not actually scalable.

SPEAKER_00 25:59

Exactly. And you know what? Like if as fitness coaches as well, if you've got someone who's staying on for X amount of years, you're not doing your fucking job correctly, you know. If you want to realize realistically, it's six months. If you coach someone correctly for six months, they should be able to go away because you've built disciplines, habits, you've taught them exactly how to get there if they ever go backwards, you know, and they should be happy. So you have to keep getting new clients. There's no like you know, the retention is not there long, long term, you know? Um which is tough in the fitness space, I think, as well. But yeah.

Darren 26:37

So your organic is fucking crazy because like you're getting so much volume coming through. So you said you're going hard on ads. Well, what's the process right now? They come in, they hit a type form.

SPEAKER_00 26:48

So the reason why I I want to do that is because I don't want to have to keep like just the content strategy is always good, right? Uh and you have to be relentless with that, yeah. Unless you unless you can pay it, you know. Um so I again it it comes a little bit back to my time, getting my time back.

Darren 27:05

Sick, yeah. So I was wondering, it's interesting, right?

Provide, But Protect Relationships And Time

SPEAKER_00 27:08

Content is a big job. He he knows, like we're constantly doing it all the time, and it's just like new ideas. I'm sat down, putting it into notion, and we're just trying to work out what to be posting next, and or I can buy my time back. Yeah, so I can you know delegate jobs. That's what you do, you delegate tasks to other people so you can put where you're most valuable. And I think I can just have my time back. That's that's what I want.

Darren 27:32

How much volume are you doing of organic right now a week?

SPEAKER_00 27:35

I'll be posting once, maybe twice a day, then we're going one YouTube uh a week, maybe two, if Lesia's filling up for it.

Darren 27:43

But dude, the the variability in your content is really fucking dialed, right? Because you might have like something to do with fitness, yourself, some travel stuff. Like that takes a lot of mental bandwidth. I know it's like boohoo, like you're a fucking creator, but it's like there is there's a lot of nuance there that people miss, and that's why like at 37, like you're pretty fucking dialed into the content world when when like a lot of it is being run by like 21-year-olds, you know? Like short form is getting tougher to to be competitive. Does that make sense? Yeah, yeah. It's like it's more formats. Like, even one of our clients, Ben, like he's he is an agency based off basically doing formats. You know, Brian Mark. Yeah, he runs Brian Mark's content.

SPEAKER_00 28:21

He blocks me. No way, never spoke to him before in my life, but what he's just an angry man, isn't he?

Darren 28:27

Yeah, fuck. Okay, I did not know that.

SPEAKER_00 28:29

He but he he but he he had beef with Dan Martell because they're from the same town, aren't they?

Darren 28:35

Yeah, so obviously Brian's words, not mine. Like it was he stole not stole it, yeah. The claims the accused that he took it.

SPEAKER_00 28:43

Dan Martell's like one of the nicest dudes ever. And and well, it's it's funny.

Darren 28:47

Let's just like let's actually just take an example of that. So what it was was it he he said that he took his scripts for sell by chat and he asked them for it and he took it and he put it into his program. Now, when I looked at the scripts, scripts look like a fucking white script, like they're just general. Yeah, you're general saying, like, hey, like, are you looking to grow your coaching business? If so, I have a free training for you. Now, to be fair, it was very clear, like very specific, like very similar. But at the same time, man, like this isn't Facebook, and that guy was Edwardo that worked at Facebook that stole the yeah, you know, Mark Zuckerberg stole this IP from this guy on Facebook back in the day. That's what the big claim is. It's not Facebook, like we're fucking coaching, yeah. You know, so uh like there's no IP in this, right? There's nuance in online space and there's preference. So someone wanna work with you out of preference, but there's no IP. Let's be fucking clear. It's the internet, it's fucking free. Yeah, so I think these things are interesting to handle.

Time Audits, Delegation, And Ego

SPEAKER_00 29:45

It's like you didn't create the wheel, bro, just like relaxed. But anyway, yeah, so I I think it's just because we were he's got his mentorship and he was he was doing well, and he obviously we were signing coaches, so it's just like I think that was that that I didn't know why. Yeah, cool story.

Darren 30:01

Yeah, so you have the you have the organic, you're putting and I'd love to get some insight as well. If you can go deeper on this, like how do you plan the content? Do you spend a lot of time doing research on shit? Like, I'd love to really kind of go deep on that. I think it'd be very valuable for people too.

SPEAKER_00 30:15

I think a lot of um the stuff now we try and do in long form just to create time and then we chop it up into small clips. Really? Just yeah, because it like you know, if you're literally doing a day, like we found this, if we're doing a day for short short form and then doing long form, it's just you just you know you could kill two words with one stone here if you're giving value in your long form content and you can chop it up because it is a volume game as well. Now there's so much everyone speaks on it, you've got to be doing more, but if you're doing more and it's just more for the sake of it, it's kind of pointless at the same time. Exactly. Yeah, exactly. Yeah, um, which I actually agree agree with the nanodone because you can get videos that are just absolutely pointless and do fly off that they get caught by the algorithm, you know. But you know, just make your life easier, and that comes down to planning. Like there's so many times, like years back, even sometimes now, if I'm having a crazy week and I'm disorganized, and he he comes off on one of the content days, I'm just like, oh shit, right, what are we doing now? And it's I've spent I've spent like an hour sat down uh trying to work something out, racking my brains, and we go do it, and it's half-assed. So you just gotta be plan ahead. And then if you know, you can go and bang out your content straight away. But again, through a lot of coaches, business owners, you're doing a lot of the jobs that uh you need a team for, so therefore you're probably forgetting to do the planning, and so and you're probably not at the point where you can hire a team yet or you don't want to because of ego, so it's a tough place to be. But you know, you just need to use the tools you've got to plan.

Darren 31:51

Use the tools you you got, but I think it's it's ironic because you can do less but just do it better. Like it was such a like a hermosy thing where it's like you should do content twice a week, the first one and a half days should be planning, and the last half of the one day should just be recording.

SPEAKER_00 32:06

Yeah.

Darren 32:07

Which is why I was asking about like how you're getting the ideas and how you're ramping them up. Because even when you came in this morning, you know, you're recording it, right? So it's you've turned your life into a video game. I think that's like an underutilized skill as well. It's like it's all content.

SPEAKER_00 32:20

Look at these, look at these guys now, these streamers, you know, they are providing no value. They're but they're getting paid an absolute fucking fortune because people just want to watch their life. Now, if they were to provide value on there while they're doing it, that's just gonna be golden nuggets. But because people are following them and watching them, they're they're associating themselves with these these guys and you almost trust them, you know. Yeah. Um, so it's just yeah, just film more, I think, and be more raw. And that I guess that's again going back to the mental barrier. People are scared to be themselves because they might be scared of what other people think of them.

Lean Teams, Margins, And Sustainable Growth

Darren 32:56

Are you an agency owner, coach, or consultant looking to scale your online business? At Volks, 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 how 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. Yeah, and I think I've struggled with that. I think the reason being is because I started with a podcast, so I was often talking myself, not talking myself up, but like puffing out your chest like it's like a peacock thing, right? Because you don't have much. But then when you do have something, you should kind of let go of that and just be fucking normal and don't be an insult, right? Because it's like there's like a weird inflection point here. Yeah. To be yourself, you need to kind of be someone sometimes in your head, you're telling yourself that, but to be someone who wants to be followed, that's when you have to be yourself. Like that's the irony, right?

SPEAKER_00 33:55

People only tell the story once they've got some sort of credibility. And I think exactly if you're listening to this now, start like whether you're selling it, telling it or not, start recording yourself right now. Yeah, because you'll look back in five years and you'll be like, oh my god, I'm so proud of myself and where I've come. And people want to know that. Like, I wish I was so fucking old. I wish I just recorded stuff. It wasn't like stuff you didn't record stuff back then uh as much.

Darren 34:22

And we have the internet back then, yeah.

SPEAKER_00 34:24

Fucking dinosaur. Uh but uh I wish I had more content of when I slept on a gym floor when I was PTing and all this kind of stuff because it would be photos. Like fuck all, bro. I had like a Blackberry and I didn't obviously just I threw away these things, you know. Uh um no, I've got like snippets here and there. If I go Facebook like fucking 20 years ago, there'll be some in there.

Darren 34:51

That would be very valuable to put off for people, right?

SPEAKER_00 34:53

But like, for example, I've got this picture of me 10 years ago in red shorts, and I just keep busting it out because I'm I'm in Thailand and I'm I'm I was going through a bad stage, uh just you know, just absolute wreck edge, just traveling, just you know, bad, bad relationship with with who I was with in life. And uh I reposted it, I was like, damn, I wish I had more photos of me when I was fucked up. Yeah. You know, you know, like because it's just it provides, you know, people can see the difference, you know.

Darren 35:22

It provides context. Yeah. Like if you look at my first YouTube video, I literally look like a fucking nerd.

SPEAKER_00 35:27

Just look like an absolute if you repost probably the way you were speaking and the way you, you know, you should you show up compared to where you are now, you're probably very there'll be one tone, it'll be like you know, very sat up straight, all this kind of stuff. So and that attracts people, right? It attracts people because oh my god, he's fucking he started there, and then look how comfortable he is now and where you are, you know, you're doing amazing. So people need to see more of that.

Coaching Limits, Retention, And Ads Strategy

Darren 35:53

Yeah, you're not like a you're not like an incel. I think that the big TLDO here is like you're not meant to make it perfect, and that's the whole point. And I even see this doing more working with people, like the guys that are successful in one domain, they want it to be perfect from the beginning in content, and it's like you don't need it to be. No, like even when they are like super successful, and it's funny because that's the story of Dan Martell. I had such a great podcast with him on this. Dude, they spent they were he was creating YouTube videos for nine years and he was getting like 2,000 views a video. Now he's and then all of a sudden in 15 months, 15 months, yeah, about 20 months, about 20 months, they went up to 200 million views a month.

SPEAKER_00 36:33

He's on about 2.5 subs, isn't he? It's fucking crazy, dude. Yeah, it's wild, man.

Darren 36:39

And I think the the way he phrased it is like um intentionality, right? And it's the hormones you thing again. It's like instead of just getting up there after a while, instead of getting up there and saying blah, I'm saying fucking anything on the internet, they just slow down and they sit down and like okay, I want to create this sub create this in this intentional way. It's gonna evoke this emotion. Let's go. I never forget. I remember he was saying about they spend 45 minutes looking at the outline of a video to make the word seem simpler. So instead of using the word revenue, they'll use money, instead of using the word churn, they'll say lose clients. Instead of using the word client, they'll use the word people.

SPEAKER_00 37:14

Clear not clever, yeah.

Darren 37:15

And I thought it was fucking so smart, you know. And uh, even with our like hook structure and YouTube videos, I was I felt like a dumbass. Like I was literally sitting here like d like writing actual notes in front of the guy, and yeah, man, it's it's wisdom, right? And the second side of it there as well is that you know you mentioned about the unfortunate happen through the unfortunate event with your dad. It's like that gives you scars that you can share, and it's fucking valuable because most people are selling their wounds, bro. It's the difference between you and everybody else, right? They're running around selling their wounds and they're like, Hey, I feel this, do this. Yeah, yeah. You're instead you're saying, I learned this from a scare. Here's how you can apply it. And I think that's why people would that's why people invest in you as a person.

SPEAKER_00 37:59

I think what's important as well, because as people scale, you kind of lose touch of you doing the content for personal branding, you know. A lot of things become more automated, but like people I think there's a start on it, is like people are like 90% uh more likely to buy from a founder than his company. Yeah. So Dan's a great example. He's posting his content about his family, this, that, and the other. He's very likable, you know. But if it was just value-based content and you go straight into like a you know, a many chat flow and you're speaking to a bot, it's like I'm not bought into this guy. So I think it's more important than ever when you scale to keep your personality, show a little touches of your personal life.

Long-Form First, Then Smart Volume

Darren 38:42

So one of my like friends in my network, Tacky, Tacy Moore, you might be familiar with Tacky, Tacky Coach Dan. Um, like Taki's like back with content, and the reason why he kind of went off the map is because he hired a team and they did all his scripting and then it went nowhere. And then he realized, like, ah, the only thing that he can outsource is the top six inches, which is his nuance. So that's why like you can have a sales team, you can have a delivery team, but your voice and what's coming up in your brain right now is like that's that's the gold, effectively, right? Yeah, and it's we kind of all go through that journey, like we've even gone through that journey. I think we've even had the ref reflection too, which is funny. It's like even our ads. One of my good friends, Jordan Platton, who bear in mind runs like agencies, he was like, Bro, you can't outsource the scripted ad. He was like, That weird thing that you do that gets like all amazing results for people, you need to sit down and add that in. Because if you don't, you're just gonna be chat GPT. That's where they're getting their fucking scripts from, anyway, right? Do you get does that make sense? Yeah, yeah, yeah. It's just like that fucking weird thing that you know, that's the thing you should be doubling down on. So I'll give you an example for us. We have like two phrases that we use, which is like one called chewing glass. So when you're just like going to have something, you know, first time doing something learning, and then the second thing is like in the bakery. So in the bakery means like you're like cooking up like a fucking offer or you're like running an offer to clients. There are like two things that people recognize our clients, like say it back to us. Can't fucking get that and chat to be d man. You have to like it's a learned experience, yeah. And I I I love those subtle nuances of like that's what life is.

SPEAKER_00 40:17

It's just little catchphrases phrases that make people think of you, or like the way homeless is a great example. He wears the same shit every single day, and you you know, you you you you you make a little action figure of him, and you just like you know who he is, right? Or like Adam Sullivan from um Australia, like he caught he's got Cunnies, like he calls his clients Cunnies, Cunts, so I was just like, yeah, he's and so his whole brand's he's got like cummies gummies, uh and all like he's and he's he absolutely kills it when you just think of that guy, and he all his thing is he gets a banana and speaks to it on his phone, like like as a phone, like part of his content, and it it's it's that's who you think of. So it's about those little things. This is what AI can't take away from you. Be fucking weird. Find something that's either like I wear this outfit pretty much all day, every day. I'm turning into like a little action man, you know, like you know, because an action figure, this will be dressed like, you know, it's gonna look like one, but like a rubbish version of the rock, uh fast and curious. But yeah, I think finding something that is different that breaks you away from just information in the market, you know. Yeah, like yeah.

Darren 41:23

For your events, your masterminds, yeah. So you've you've been running them for quite some time, man.

SPEAKER_00 41:28

This will be my third one. Um you do one every year? I will do, yeah. I would like to go maybe pushing it to two. I think it was more of a hobby. Bringing I'm a people person, man. I like bringing people together. I love having good conversations. Uh, and I think a part of that was because I'm so online, I miss that she like that connection a little bit. Um, you know, you bring you know the vibe, you know, you bring you bring like uh a room of ambitious people together, it's electric, right? And um it's giving me goosebumps, uh and it's just nice, like and you I get I get so much value back from it. Um and it's it's community, it's brotherhood uh as well. So I think it's I'm gonna continue to do them, maybe push a little bit harder this year and next year.

Darren 42:14

Can we run through how you do it? Because your your events are very different than mine in terms of you started off with your like three-day events.

Document The Process, Not Just The Result

SPEAKER_00 42:21

Yeah, so the first one was very boardroom. That was in Dubai, um, and it was just value, value, value. You had speakers come in, me and Jamie were doing talks as well. Um, and then we went for dinners on the evening and stuff, and then I was like, I want to go one step further, I want to spend more time with the people, I want people to bond, I wanted people to go uh away with this and be like, these guys are all my friends now. And so we did Mar Bayo where we stayed in a villa again. It was four days. Um that was last year. Last year, yeah.

Darren 42:48

I was in Marbia Decente. I was speaking of Rob Zavestia.

SPEAKER_00 42:51

I still need to apologise, so I went to the wrong Rick Sos when I went. Oh, that was in Dubai. Yeah, I felt like it's such a dick.

Darren 42:57

What was that place called again? The Saunders.

SPEAKER_00 43:00

You were you were at the Rick's Os in uh downtown, and I went to the one in uh JBR. I felt like such a dick. It took me so long to get there as well. Sorry, bro.

SPEAKER_01 43:10

Don't worry about it.

SPEAKER_00 43:11

But uh yeah, so we everyone's staying in a lovely villa, and it was the same concept, but you know, morning workouts, meditation, yoga, all this kind of stuff, and then went back-to-back talks and then dinners in the evening. Four days, mate, you're wrecked. And the boys and the boys the boys were like, We were zapped, we are zapped, man. And that's why this place is the best place to do an extended one. You obviously get more for your money, but like it's more of like it's peaceful here, you know. So we're doing it for a full week. Um, gonna have day on, day off, optional stuff on the day offs where we go for you know, workouts, go for a hike, this kind of stuff, experience barley, but the value at the same time. And I I didn't start these with a specific idea of like, you know, this is purely business based or this is like a retreat, but it's turning into a bit of both now. Like Some of the guys just want to come and switch off and be around like-minded people. Uh, and the value from people who are coming to speak, you'll be able to speak like you can speak into any industry, right? So you're gonna be very helpful to the entire room. So it's just about walking away. It's more inspiration. It's like you say, information that we all give, it's all there. But you're in a house with like-minded individuals, you've got inspirational people coming in, you're walking away with a fresh wind to go and implement into your life, you know. I think that's one of the most important things of it. It's a reset because any problems you've got in your business now, you're not gonna fix them because they came from that environment. So you need to step outside that environment and zoom out and then go back into it with a fresh mindset.

Darren 44:44

Dude, I would actually recommend people to buy a mastermind versus buying a program because it's condensed. It's three days. Yeah, I paid 22k to go to one in Dubai next month. Me and Tom are gonna go. There's 22k for three days, bro. And I could fucking buy a year's worth of coaching for that price. And it's because when you go there, uh, to be honest, bro, I often have said that it's not even information that they tell you, it's the people that you meet and the conversations. So I was in a mastermind here at James Kemp's before, and the guy that was next to me, he was the guy that helped us sort out our tax in America because he was like, Oh yeah, I work with this company, and I was like, Oh, wait, no way. Yeah, yeah. And then two minutes later, he was setting us up at his accountant. This is nothing to do with the actual mastermind, just come. This is the people that you meet along the way. So I think that's even more valuable. So, like, even this is our four mastermind to bear in mind in the past year that we're running. That's a lot, that's a lot, but we run them every quarter, and I try to like I try almost do less and less per event, and then you want guys to be like liberated to go off and do things themselves. Does that make sense?

SPEAKER_00 45:48

Yeah, yeah, yeah.

Darren 45:48

So we're doing like sessions in the morning, then workshops amongst people. Um yeah, like real kind of like big boardroom styles, and then the evenings, then we have dinners on a few days, but then some evenings are just going off doing their own stuff, yeah. And then they can go for food and coffee and whatever, and I think that's where they get they they pay for the room, right?

Perfectionism, Starting, And Data Through Volume

SPEAKER_00 46:06

It's a few years. Pay for the room, but then obviously you're there, you're so inspired. Like if you've got uh something to offer them on the back end, the likelihood of them going forward and working with you is very, very high because they are they're gonna be so bought into the room while you're there.

Darren 46:23

So, what's the variety of people that you have for yours? Because everyone, bro, it's nuts. Like uh we price something like that because like for fitness, fitness is just like a weird thing, right?

SPEAKER_00 46:35

Bro, it's not even like because it it was mainly like business oriented to begin with, but now like because I love all this, like you know, just biohacking health, like uh the mental aspect of it. It's a bit of both now. And I'm actually leaning more into doing more of like just mental clarity and resetting. Um, like one of the guys who called you told you super successful, he's come in, he's like, bro, I'm turning my phone off. I've got one emergency number. My my uh assistant can get hold of me, he's like, I'm coming to reset. Other guys are cut all different industries, you've got sales, got fitness, got a book author, got a guy who's got a successful shoe company in Australia, tech guys, and it's it's interesting because putting all these people together is and watching them bond, you can help each other. Uh, because there's so many different minds, all different minds. If you've got one specific type of people and I'm providing value or getting speakers to come in for that specific topic, yeah, that's that's good. But you're seeing all these people just connect the dots and make friends as well.

Darren 47:36

So yeah, I think the more like vulnerable you can be with each other in those environments, the better. Yeah, for sure. Because I've gone to some masterminds and not in a bad way, but like when they're too business-y, people are like, I have this business, and then no one actually helps each other, right? And I have found that to be true a lot of the times as well. Sometimes, whereas when they're a bit more open, maybe some guys a little bit earlier in their journey, they're more helpful.

SPEAKER_00 48:00

I think that that's one of the beauties of bringing people together because instead of coming in and it's a dick swinging competition, you know, you're actually more open, right? We're all here because we need something, whether it's like value, a break. A break, yeah.

Darren 48:13

Uh like, you know, I'm the worst guy to come in for if giving someone a break. I'm the fucking worst guy to come in.

SPEAKER_00 48:20

Sit down, you're gonna listen. I try my best. I've seen that place out. I hear that. What's that? The it is a Bali um Bali time chamber? Yeah, that's it. Yeah, yeah. Have you been to it? Have you seen it?

Darren 48:33

Like I haven't been there. Tom goes there a lot. Uh he goes there for you, he can have to go there for a week at a time, and it's like I don't know how much it is. It's probably like it's like a hundred dollars a day or some shit, and it's unlimited food, unlimited steak. There's a gym there, there's what you work there, it's men only.

SPEAKER_00 48:47

So they just booked that place.

Diagnose Volume Vs Quality In Content

Darren 48:49

Dude, it's so funny because they do a lot of like viral memes and they do it on purpose, like to go viral. Yeah, yeah. So they're like men only, alone, together, and then they know that it's rage bait, basically, you know? Yeah, so they go super fucking viral as a result. I'm surprised we just haven't got loads of gay guys. No, they they do it deliberately like that, so that people are commenting and being like, oh, this is so gay. And they actually like they they find their 20 men in a sauna, literally, no, nothing, yeah, yeah. Literally, like there's uh there's a fucking Plata studio around the corner. I actually know the guy that does the videos and they do like matcha style videos deliberately like whitewashing. Yeah, it's like it's like look at all the Bali's locals, and it's all just like a bunch of like London girls with matcha doing Pladas, but the videos have like 40 million views each, yeah. And then as a result, that Pilada Studio is always booked out, oh and look, it looks beautiful, it's all fucking white and shit. So it's like that stuff works, bro. When it's done it the right way, yeah, yeah.

SPEAKER_00 49:46

Yeah, I've seen that place pop up quite a few times. I was like, I could do with that, yeah. But it's true, that's like the content that we get for these kind of things. I want people to look at it and be like, I fucking need that, you know. Whether it's what because it because it's hitting different boxes, you know, it's not just one thing.

Darren 50:02

Yeah, man, and that reminds me, Magnology, we gotta do a vlog for ours. Like we did a vlog last time, and it's like, yeah, you you want to be able to document it as well for the guys. Louis did that too.

SPEAKER_00 50:11

But you're in the same villa, right? Yeah, same villa is what I suggest is actually all the BTS stuff is more valuable than the actual vlog itself of you speaking and stuff, you know. If you want to speak, you gotta go. But like all the stuff of you showing maybe if it's nerves, if it's planning, uh like uh emotions, people buy into that to 100% vlog it, bro.

Darren 50:35

Like, sick man. Can you double tap on that? Because I think that's what people don't understand. So you're basically telling the story versus the outcome.

SPEAKER_00 50:42

Well, for example, we filmed that first one in Dubai, didn't we? And it's just like boardroom, like listening to like someone speak on wealth management, tech, AI, all this kind of stuff. And like, who wants to just sit and specifically watch that? Because it's only like two percent of what the person's saying, and you're trying to squish it into like a 30 second 30-minute vlog. Yeah, yeah. But like, you know, or if it's me stressed out my eyeballs to I'm trying to run around trying to get everyone together and stuff, like it's real, uh, you know, like me sleeping the back of my car because I'm so fucking tired in between talks, like you know, like it's I remember that story, bro.

Darren 51:16

Yeah, I remember watching a podcast with Rob, and then you tell him that story, and I remember just like actively thinking about that when I'm running my own mastermind. Oh so it's funny that you say that because that's what people remember, right?

SPEAKER_00 51:25

Yeah, and it's just being uh more real. So people I I just get all the snippets, bro. Like even him like today, just walking behind me, like commentary of me walking down here. It's just real life shit. Yeah, uh chaos of these streets in Shanghu. Yeah, when he dies on the side of on the sidewalk in Bali.

Darren 51:48

I was like, Don't walk because it's gonna be really hot, and you come in fucking sweating.

SPEAKER_00 51:52

So hot am I okay.

Masterminds Over Courses: Environment Wins

Darren 51:54

I think there's like a lot of here in terms of like your framework though, for how you're producing the stuff that most that I don't think you even realise, right? The fact that you're sharing like these kind of behind-the-scenes moments, most people wouldn't do that. Do you get me? They wouldn't do that because they want it to look perfect.

SPEAKER_00 52:11

Bro, you're speaking to a guy who wanted I'm I'm artistic by trait since I was a kid, and I'm a perfectionist as well. Artistic or autistic? Both um and I'm I'm I'm a perfectionist, bro. Um, like do you over procrastinate? Not anymore. I just the artistic yeah, I just start now. Yeah, if you even saw my hairstyle like when I was like 15, bro. I used this thing was a fucking work of art, bro.

Darren 52:39

Are you saying that the info is when you were on fucking X on the beach and it was yellow, it wasn't that was my artwork, bro.

SPEAKER_00 52:46

That's what I was known for. I got called Lego head for ages. Um clip-on haircuts, right? But like I um I I still worry about things being perfect now. There's something I said to myself this year, I actually want to start being able to post reels like stories um off the bat and just do it. But then I still uh send it to Alessio to like mark up and make it more perfect because I just like things arty, you know, and that's a barrier for me, but it's the way I like things to be done, and it's just a longer process. Um for people who are trying to get over perfection, the only way you're gonna get perfect is if you do volume, so you've got to do more of it.

Darren 53:30

Yeah, well, the thing is like you don't have you don't literally have enough case studies, you don't have enough data to be like, oh, this is good or bad. This is the irony, right? Is if you do four things, if you do it four times, it's not gonna be effective. So you're gonna need to have that. And it's like, okay, you can do that over four years, or you can do that over four fucking days.

SPEAKER_00 53:48

Yeah, but it's another thing that there's so much now about oh, you've got to do your trial reels to see what works on your main page, and it's overwhelming to think about the amount of people speak on volume now. And Horm Ozzy's set the bar for this, he did like 35, 35,000 bits of content last year, right? And that that is unattainable for a lot of people, so you've got to just work at your own pace, but just do as much as you you can do, but keep pushing if that makes sense. I think because people don't start because of that now, it's another it's another bar that's been set.

Darren 54:17

Yeah, and I think what's interesting is like we discussed this just before we started recording, which is like if you're looking at from like a business perspective, what are actually the fundamentals? Like, what do you need? It's like you need leads, how are you gonna get leads? Traffic. Okay, you're gonna pay for it, you're gonna do it organic. Yeah, okay, you're gonna do it organic, all right, cool. You're gonna do it over fucking two years, you're gonna do it over two months. And then, like, what I would kind of say to someone, then if they're not getting the result, it's like, okay, is it actually just a volume issue or is it actually a quality issue? And it's like, okay, we diagnose it. This is the same with your sales process. It's like, are you taking sales calls? Yes, no. Are you taking enough of them? Yes, no. Are they shit? Yes, no. So it's like it goes through like doing, reviewing, iterating for everything in life for sure until it's over.

SPEAKER_00 55:02

But the gaps in between are when you're doing everything, when you've got no motivation, because you've got no sales coming in, like you've got a lot, this is where it shows you as a human, like your your traits, right? Because that these are the people who give up in the mentorships, give up on on courses and rinse and repeat this cycle of going through other people. You've got to look at who you are when you not not nothing coming in. This comes down to your habits and your discipline, I think. And that that's what I like to get people to think about.

Darren 55:28

So let me tell you, let me tell you like a personal story on this. So I grew up in like an awful household, like was really badly abused as a child, had really pure, really poor all through my entire life. Uh really poor into my early 20s, like extremely poor, to the point that I literally had like no money when I was in university apart from when I was working, right? Which is like fucking nutting, like working in fucking sketches, bro. And then it got to the point whereby you experience so much of hell, hell vividly, like you can feel it, that then when shit gets tough, all I do is just think back to that. Always. That's exactly where I was. Are you gonna go back there or not?

SPEAKER_00 56:06

You think of it, yeah.

Designing Experiences: Retreats That Reset

Darren 56:07

And I was telling Kat because I'm very close with Kat, I had a like this just minor issue with just like a uh bank transaction not clearing, just like a minor thing last week, minor, minor. And I was like kind of pissed off over it. My wife was like, Why the fuck are you pissed off over that? And I was like, it reminds me of when I was a child and I knew I had no money. That feeling, yeah, and I was like ringing the bank and it was just it's minor. But she was like, Why is you've got a fucking ton of money. Why are you fucking pissed off over that thing? And I was like, it gives me the feeling of when I was a kid, and then as a result, if I'm like launching my software company, it's not working, I'm not gonna fucking cry about it because I know what's on the other side of me if I don't do it. Because I've experienced experience it, so I tried literally tell my clients that what's the worst thing that's happened in your life? Remember that because that's where you're going if you don't get it right, right? And it's it's having that clarity on the opposite side of this.

SPEAKER_00 56:58

That's going into tying into everything we're speaking about, though. Like, you know, what's the thing that's stopping you? It could be something from your childhood, you know. But you've obviously it's either your driving force or the thing that's gonna hold you back.

Darren 57:10

Yeah, and I'm over that now, right? But I think it's good to like I it's like I've I've gone through that and I have the skills and the ability, hopefully, and the network and stuff like this. But what I'm trying to say is like sometimes it's nice to have that reminder, you know. It's like the Mike Tyson uh quote, it's like uh it's one step between the Rolls Royce and the gutter, right? And I think I always think about shit of that man, yeah. Because that's the reality, right? And it's like most businesses end up with nothing when they even have money is because they find a way to spend it, either doing something fucking stupid or yeah, just negligence.

SPEAKER_01 57:42

Does that make sense?

Darren 57:42

So when I'm speaking to someone and they're like, I can't post content, I'm like, well, let's just look at this. You have an option, you can do nothing, and you can go back to Tesco and to Skechers where I used to work, or you can post it and fucking fix the issue that you have, you know? Because uh, I don't know, it's interesting like the coaching space is it used to be this kind of like you're my mentor, I'm gonna listen to you, and now it's more like is that really gonna work though? Right? There's a bit more like uh uh frustration, which is fair, which is fair, right?

SPEAKER_00 58:15

Yeah, man.

Darren 58:15

And then it's like it's like as a result of that, there's a lot more questioning, which is valid, but that's the reason why people are like I'm gonna do this, I'm not gonna do this, and it's like the quasi-state of them doing nothing, you know, and I think that's ironic, right? And this is where yeah, the cream rises to the top, but it's like if you want to get out of the middle bulge bracket, you need to get over the mental barrier because the physical barrier is already a lot. There's a lot, there's a lot you need to learn physically about what you're doing.

SPEAKER_00 58:43

Yeah, it's reminds me of you know the agency. Um, when you we're speaking to a coach, you know, we've got a system that works for hundreds of coaches, right? Oh, but it's a Rev share on the back end. Why would I do a Rev share? I was like, because you've got 100% of fuck all right now. So you know, or do you want a team that's done this for a lot of coaches and it's gonna delegate the task that you don't need to do? But people are scared to do it.

Darren 59:11

Yeah, yeah, yeah, 100%.

SPEAKER_00 59:12

And they'll stay there and you'll have the same conversation next year. How's business going, bro? Anything happened? Nope.

Darren 59:18

Well, it's the words you use, right? It's why linguistics are so important. Um, this is a Tony Robbins thing, right? Yeah, it's great. The words that you say, right? So when people are like, and well, I have clients who say this to me, they're like, I'm not coming to the mastermind. I'm like, oh why not? And they're like, it's expensive, it costs a lot. I'm like, well, what's the opposite of this? You keep the 5k in your pocket, you sit in fucking some random fucking apartment, you try to do things and you complain, and then you come back to me after the mastermind happened, you're like, Oh, this isn't working. It's like if you were just there, you could just learn the thing that you wanted to learn anyway and make more money. Yeah, and it's like it's the linguistics, it's the way that they taught it's the language that they say to themselves, and that's something that I've had to actively work on too. And I'm I'm not a fucking I'm not Tony Robbins, right? So it's obviously not working as well as other people, but it's reframing the mind.

Be Memorable: Nuance AI Can’t Clone

SPEAKER_00 1:00:05

It's reframing the mind. The problems that there, regardless of how you deal with it. Yeah, you know, it's that you know, you speak to someone who wants to get in shape and they're not sure about doing it, they've been stuck there for five years. The fact that they're hesitating now is the mindset, you know, the the reason why they're there in the first place. So it's just about helping people get over that barrier, I guess.

Darren 1:00:26

Because let's reframe it. With your fitness, I know you do a lot of different things, and to be fair, but for the most part, do you even think about the workouts you're gonna be doing? I guess you just know what you're gonna do.

SPEAKER_00 1:00:38

No, because I know I know what I'm doing. Um same with the food, right?

Darren 1:00:41

Yeah, you know how to look at something, you don't overthink it.

SPEAKER_00 1:00:44

But there was a point where I did learn.

Darren 1:00:45

I we did learn, yes, yes, yes.

SPEAKER_00 1:00:47

Yeah, I did a nutrition and personal training diploma, you know, I did all this kind of stuff. I I scraped together the fuck all money that I had and learned this thing. Uh, you know, and it was a point where I invested. So then now I thought I don't have to because I've built habits and disciplines. It's the same thing that I want to teach people, but people don't want to do it, you know. And the thing is, it's that I say I say to openly say to people on the call, go on Chat GPT. You know, you just you don't you need you need the basics, you don't even need to work out just focus on your protein and your calories, you know, and walk more, you know. You know, just go do that that for 30 days and do that for 30 days and tick it off and see results. A, people won't do it for 30 days, you know. B, they won't do it. So what do they need? They need fucking accountability. That's a lot of things. They need people need inspiration nowadays. Everyone's on their phone scrolling, doing shit, and that's the importance of that's where like humanity's gonna like really show in the next few years of you know um just being in front of each other, you know, actual connection because it's accountability that we lack or inspiration.

Darren 1:01:53

And I'd love to get your thoughts on this because like I agree I completely agree with you, like people pay well eventually they pay for accountability or implementation, which is basically the same thing anyway, because they can't do it themselves. And also for context, I've had my coach, Dara, for 176 weeks. It's every fucking day I'm filling out that fucking tracker, dude, for three over three years.

SPEAKER_00 1:02:14

Yeah, yeah.

Darren 1:02:15

Okay, so it's like you know, whether you're just getting started or you're more advanced, I personally need that accountability, and like I'm speaking, I was speaking to them yesterday, I was like, Oh, I have an issue with this, can I fix this? So I think that ongoing coaching is really important, right? The sell coaching, you must buy coaching. I always say it's super fucking MLM, but it's true that you have to buy it to be able to sell it. Um, but I'd love to talk about how you create your own environment because like you're living in Dubai, I'm living in Bali, it's a fucking bubble, right? And part of that bubble is good because it creates your environment. So, like, I don't see the news, I don't fucking read the news. Nah. Every once in a while I'll click on IG Reels and I'll see a robbery in London. I'll see a jeweler. Literally, yesterday I saw that. Yeah, so like how did you create that environment? Because that environment dictates your thoughts, those thoughts dictate your actions.

Accountability, Implementation, And Bubbles

SPEAKER_00 1:03:07

You know, I've always just been someone who I've done whatever I wanted to do. Um, not in like an arrogant way, um, but even if I go back to when I had a job in Jack Wills, bro, you know, I was on a lunch break and I was like, this is not for me. I just went out and didn't come back. And it was like my my mum absolutely hated me, bro. She I I was a nightmare because I wasn't going again I was going against the grain and I wasn't, you know, getting a normal job and all this kind of stuff. And it sounds all cliche, but it's true. Um I think uh sorry, what was the question again? It's too how did you create your own environment? So I think I was just by doing what I wanted to do, just molded my environment, but I f I did the things that were made me feel good. Fitness, which bro, and I can't it's true. I'm not biased towards it. Fitness builds any human, it but it creates the best attributes and characteristics that you need to have in every other area of your life.

Darren 1:04:08

Yeah.

SPEAKER_00 1:04:08

And I feel like the gym saved my life after the trauma that I went through because it's where I buried all my demons, it's where I put all my energy, and that you know builds delayed gratification, discipline, respect, and puts you in the right room, you know. And it makes you you can be a broke ass bum, but if you've got an incredible physique, you've got some sort of credibility there, and people will like take a liking to you, you know. I trust you. They trust you. You shows you know you're disciplined.

Darren 1:04:39

How you do one thing is how you do everything. Um, I worked for like one of the fastest growing startups of all time in the UK, and I remember distinctly I had two engineers, and one guy was a just Portuguese guy, he was like a surfer dude, like well put together, well trimmed beard, all this kind of shit. Other guy was like just super out of shape, just like super lazy, like you could he'd probably like World Warcraft dude. You could tell. One guy always had work done on time, one guy was running the meetings on time, one guy was submitting his work with less bugs or issues, the other guy, and you can guess who it was, right? Yeah, you can guess. How you do one thing is how you do everything. Yeah, it will always be like that, bro.

SPEAKER_00 1:05:14

Yeah. So I guess that I just how do I build my own environment? I think basing it around fitness sounds pretty simple, doesn't it? But like it's true. I think I'm just a firm believer of that. But they do say if you find a lazy person, they'll make they'll find a way to do a job a lot easier. What's that quote? Is a quote around it or something. Do you know what I mean?

Darren 1:05:35

They'll find a way. Right. And it's it's also follow through. And it's small things like this, too, is like this nuance or everything, right? It's like this person who's inherently lazy, and we've had a fair share of people that were lazy, you know, they don't have follow through, they can't stick through when it's hard. And I think I I found this consistently with building like a large team, like we have a very large team, and it's like you can spot. When someone's you know hiding, yeah, yeah. And when you're looking for the hiding and they're looking for the hideout, whereas I think of our head of sales, the guy's like an animal, he's just a fucking total animal, and he just like everything was by the book his entire life in terms of the way he structured, the way he got results, the way he worked towards things. I think just like as like a leader, like that's what I'm really cognizant of is because that's what I'm doing. You know, we're we're hiring all the time, we're always growing, always hiring new people, and it's like I'm trying to look for those characteristic traits, and it's like, oh, if someone has a fitness habit similar to us, they're gonna fit in from a cultural perspective, and then two from a get shit done perspective, but we work seven days a week. It is what it is. If you don't like it, fucking leave, right?

SPEAKER_00 1:06:42

Yeah, it's a vibe check as well, you know.

Darren 1:06:44

Yeah, 100%, you know, and you know, it's not always about work, but I mean when the when the values are aligned, the values are aligned, which is which is very different, you know?

SPEAKER_00 1:06:53

Yeah, it's true.

Fitness As Character And Environment Builder

Darren 1:06:54

I appreciate it, man. Well, dude, this is fucking sick. You're an absolute legend. I'm really excited for your podcast or for your your mastermind, as I say. I hope you enjoyed our podcast as well. And yeah, dude, like lots more we can work on as well in the future.

SPEAKER_00 1:07:04

Thank you for having me, bro. It's been a pleasure.

Darren 1:07:06

Appreciate it, dude.