Module 1.

2 The Philosophy That Drives Growth

Tony Robbins:

Hey! It’s Tony Robbins. Welcome back. Listen, our first session here, I hope you watched it, is
really about how do you create that momentum, how you produce that certainty that's going to get you
to follow through. I just want to remind you, massive action is everything. You do a little bit at a time,
you'll get where you want to go, hopefully. But usually you lose momentum along the way because of all
the distractions. But if you immerse yourself and if you learn how to produce that internal certainty
that makes you tap your true potential, take that massive action, get great results, and then reinforce
your belief, that's why the rich get richer and the poor get poorer. Because they do the opposite. They
have poor results and they base what they're doing based on, "Well, I've never done it before." Well
listen, if I had to have confidence because I've done it before, I'd be in trouble. When you look at people
that are the best in the world at anything, it's because they're being rewarded in public for what they've
practiced in private.

And so this momentum model, I really want to make sure you keep yourself on board and that
you keep getting clear what you're here delivering, have it so clear in your mind. And that's what this
session's going to be about, what do you need to keep clear in your mind so that your business grows
and scales?

Because before we feature any of the skills, and you know the philosophy ... And I know
philosophy can sound boring or something you read in the book, but philosophy determines the quality
of what you do. Skills will determine how you execute. And we're going to give you both in this course.

But I want to make sure you got the core philosophy. So if we're going to get that momentum
that'll make you truly successful, let's start with the philosophy of what builds a great business. How
do you truly become successful in business? How do you become wealthy, which so many people say
they want to be but they do too little to make happen?

The only way you get wealthy and sustain that wealth is if you understand that life is not about
me, it's about what I do for you? Life is really about adding more value. If you can do more for others
than anybody else is doing in the marketplace, you will dominate. It's only a matter of time. If you
consistently do that, you'll build a brand. And if you build a brand, people will get on the ground at a 7/11
and reach behind other stuff to get a Coca Cola. And it's because it's what they know is the best. You
become the best by being the person that adds the most value.

And I'll tell you who taught me this, my original teacher, Jim Rohn. I can remember. I grew up in
a really tough environment. And when I met my fourth father I said, "Mom, I'm confused." And we had no
money for food at Thanksgiving. Some of you know the story of what happened to me. I won't repeat it
all but all those experiences made me wonder, "Why is my father, all my fathers, why are they
struggling so much? Why is it they work so hard and yet we don't have money for food?"

And I remember I went, when I was 17, to go hear this man, Jim Rohn, speak. And he answered
it in a really simple seminar that day. Again, took his knowledge that he'd accumulated. He learned
from his mentor, a man named Earl Shoaff, and put it into this little three and half hour seminar that I
paid a week's worth of pay to go to as a janitor back then. It was $35. I was making $40 a week as a
janitor.

© 2021 Mastermind.com, LLC. All rights reserved. 1

 Module 1.2 The Philosophy That Drives Growth
And I remember listening for three and half hours and I was obsessed. I was writing everything
down. I was taking it all in. But one of the greatest things he gave me that day was the answer to the
question: why do so many people struggle financially in a society and a world that has unlimited
opportunity?

Especially today with technology. You can be in Africa and you have your cell phone and you
can get information that ... When I worked with the President of the United States, Bill Clinton, he
didn't have access to the information you have on your cell phone now. He didn't have access to the
books that were available instantaneously, to the videos, to the education, to the satellite information,
to the connection to markets around the world. He didn't have any of that. And it's available to a
tribesman now in Africa.

So we have the most unlimited possibilities in the world. How is it so few people get to where
they want to be financially? Because most people are doing a job and they aren't thinking about how to
maximize or add value.

The people that work in a job where they add value move up. They become the leaders of those
organizations. And those that are entrepreneurial, who can say, "I'm going to find a way to do more for
others than anybody else in some category," those are the ones who can do it consistently, and not
bullshit, and really deliver it, those are the people that become the brands that you know today. So Jim
Rohm taught it to me that night. And I remember I kept asking why, why all my fathers worked so hard.
Why do we not even have food?

What's wrong here? What's wrong with society? It's nothing wrong with society. Because I kept
thinking everything should be equal, and it's not. We're all equal at the level of our souls. We're all equal
spirits. We're all equal as human beings. But we're not equal in the marketplace. It's your job, my job, to
become unequal in the marketplace, to grow, to expand. And the only way you grow unequal in the
marketplace and sustain that, without cheating or lying or doing something illegal, is to add more
value.

And Jim Rohn used to say it this way. He used to say, "Could a person make twice as much
money in the same amount of time?" And we'd all pause and the audience would kind of nod a little bit.
"Could a person make five times as much money in the same amount of time? Could you make 10 times
as much money? Could you make 100 times more money in the same amount of time? Is that
possible?" And the answer is yes, if you become more valuable.

This whole course is going to show you how to become more valuable. Whether you have value
inside you already, critical value you developed over the years and expertise in an area, or whether
you're going to go extract it from someone else or you're going to find someone who's brilliant and
you're going to bring their critical knowledge to the world, any of those approaches can allow you to
have something that's meaningful in your life and incredibly successful and profitable and provide for
your family and for yourself a beautiful quality of life while you're doing something you love.

And Jim Rohn used to say, "Listen, if you work at McDonald's," and I don't remember what it was
back then but I know today the average person, I guess four or five years ago when I looked it up, was
making I think $7.50 or $8 an hour there, $16,000 a year roughly. That's pretty rough. You can't live on
that. But if you go there, why does somebody make so little there?

© 2021 Mastermind.com, LLC. All rights reserved. 2

 Module 1.2 The Philosophy That Drives Growth
And then you see ... I remember the year that I was looking this up. I was working on the
financial book. David Tepper is one of the top investment bankers, or I shouldn't say investment
bankers, hedge fund guys in the world, and he made $3.5 billion that year. Somebody else is making
$20,000. What's the difference? You say, "That's really unjust." On the surface it's unjust. But you have
to say what is the person doing to add value at McDonald's? They're adding value because they're filling
a job. But it's a job that you and I both know is pretty easy to master in probably less than 30 minutes.
Today they even have pictures. You don't even have to be able to know what the words mean. I can
push the button and the change is made, your credit card is charged. It's not complex. So it's going to
get replaced by algorithms and by robots. And that's not a way off in the future.

That's not far from now. You're already seeing it happening in stores that Amazon's opening
where there are no tellers and things of that nature. The world's changing. So, if you do that, I'm not
negating somebody that works at McDonald's. I'm just saying they aren't adding enough value so they
make very little. Instead of complaining about the pay, you've got to become more valuable. It's like
Jim Rohn used to say, "Work harder on yourself than you do on your job." Work harder to become more
valuable so that when you show up at your job, not during your job time, on the off time, you have
knowledge, you have skill, you have something to give that's worth more so you can earn more and so
you can add more value. Does this make sense?

David Tepper making $3.5 billion, you go, "That's so unjust. That's so unfair." Well, the year he
did that, the average person put their money in a savings account, getting .30, one-third of 1%, on
their savings account. He provided a 42% return. Now to give you an idea, if you're making 42% a year
your money is doubling every two years roughly, two and half years. That's unbelievably valuable. So he
made $3.5 billion because he made hundreds of billions of dollars for other people.

And so if you're going to have this course really have long-term value for you, you’ve got to say,
"I'm going to extract all the value of this course these guys have put into it." Because I have to tell you,
if you want to see why Dean is successful... And I'm not just saying this because he's my friend. He's my
friend because I respect him and I love him personally. He's a good human being. But he's also a great
businessman. What makes him great is he adds so much value.

Anybody who's ever been to one of Dean's courses will tell you. It's just mind boggling how
much he adds value. But he doesn't just add value then. He adds value after the course is over. He's
probably one of the best I know. I try to model him on what to do for people afterwards. Because I go
from one class with 10,000, 15,000 people to the next one a day later. He's constantly saying, "What do I
do in the backend? What do I do to add value?" Now I do that as well. So the more you do for others,
that's the only way this business is going to grow.

Don't take my word for it. If you look around and say look at who out there is doing incredibly
well and say are they doing something that adds enormous value, if you really eat it you'll see if they're
earning a lot they're adding that value. How'd they get there? They mastered some skills and abilities
and some talents. They didn't just master it once. It's constant, never-ending improvement, what I
always call CANI, C-A-N-I, constant and never-ending improvement is the real secret.

Another way of looking at it is you could look at somebody, you look at the most successful
business philosophers or leaders, Peter Drucker. Peter Drucker used to say, "If you want to grow your
business, if you understand business," he said, "business is really only two things: innovation and
marketing."

© 2021 Mastermind.com, LLC. All rights reserved. 3

 Module 1.2 The Philosophy That Drives Growth
Innovation really sounds complex like technology. But all innovation really is guys is finding a
better way to meet your customers' needs. See, if you find a better way to meet their needs, you're
going to have their attention. And if you know how to market it, you're going to be successful. Because
marketing is getting people to want to do business with you. And I'm going to try and teach you all
those philosophies right now. I just want to get you obsessed like I am with adding value.

If you're obsessed with adding value, if I can start you out with that before we even start the
rest of this course, then as you're learning you're going to be seeing every little thing means
something. And the more I implement those little things, the stacked value will make me be able to
compete with anybody or dwarf anybody else in my industry. That's really what you want to be able to
do. And, again, longevity is that.

So think about it. Let me put this in terms like in a relationship—men don't get this sometimes-
men sometimes initially innovate, come up with a unique way to, let's say, entice or enthrall the woman
that they're in love with. But then they stop marketing and they stop making them want to do business
with them. They stop finding new ways to meet people's needs. Apple is a great company. Most people
have a great enthusiasm for.

They've had their ups and downs throughout the years but the one constant is they're always
innovating. They're always finding a new way. And they aren't always the first one to the marketplace
with something. But they do it better than anybody else. That's their innovation. And they keep it
simple so they can apply it.

And the other thing that Apple does unbelievably well is marketing. They know how to
understand what you want, what you need, what excites you, what pisses you off, and how I can solve
some of your problems. How can I make your life easier, better, richer, more beautiful? How can I make
it simpler for you to get what you really want? And how do I get you to know that I can do that for you?

So all I wanted to come out of this brief little session was this simple understanding. You can
earn as much as you really want to earn and you can do it faster than anybody else. Whenever I want to
learn a new skill, and you're about to do this with all these skills we have, and we're going to guide you
through it as well, is I wanted to ask myself, in the earliest days, how long do I want it to take to get
good at what I'm doing? If you do something once a month, it's going to take a long time to get good at
it. If you're going to check out this course and dabble in it, you'll get some value. But, man, if I were
you, I'd just immerse in this thing.

And I'd just take a look and say I want to get good at this quickly. How many times can I go
through this? How many times? How many distinctions can I make as I go through this again and
again? It's like you go to a movie or you read a book and you come back to that movie or book two or
three years later, if you've kept growing it's a different movie, it's a different book, because you see and
notice different things.

So, for me, that's how I really look at things. I look at things and say what can I do to add value
today? And then, each time, how can I make it better? How can I improve this course? How can I
improve the way I reach people? How can I add more value in that price? Because if you do, there is no
limit to how big your brand can be, how big your companies can become.

Look, I've got no education, traditional education. I have self-education. We're doing $6 billion

© 2021 Mastermind.com, LLC. All rights reserved. 4

 Module 1.2 The Philosophy That Drives Growth
a year in 54 companies that I've got in about a dozen different industries around the world. I’ve got a
couple thousand employees on four different continents. How'd that all happen? Self-education with a
total obsession for letting me do more for other people than anybody else does.

But also, here's the hook I should mention. Entrepreneurs usually fall in love with their product
or service. And I want to caution you. Don't fall in love with your product and service. Fall in love with
your ideal customer. If you're going to scale your business ... And all the businesses that I've ever taken
over, businesses I start ... Or the businesses I've taken over have been even more easy. Because
someone has spent years to build a foundation and I come in and grow that business so quickly.

And I do it with two simple steps. Number one, I figure out who is the ideal customer. Who's
the customer that's going to want this product or service and tell all their friends about it, refer to the
most business and become a client, not just a customer? Customers go away, clients stay. And what
makes a client is somebody you're constantly adding more value to. You're innovating. Just like the
woman in your life or the man in your life, finding new ways to light them up.

And also, finishing that thought, if there's a man or woman in your life, when you first were
going after them you were marketing yourself, weren't you? You were showing up a certain way. And
then some people, when they get used to a relationship with a client or their loved ones, they stop
marketing, they stop thinking, "I need to still entice them to want to do business with me," so to speak.

If you really want to get the maximum impact from this course, if you want to create the
maximum quality business that's possible out there for you, innovation and marketing are the two
skills. They employ everything else in your business. And you want to do it by immersion, and you want
to take notes like crazy, and you want to be obsessed with constant, never-ending improvement. If you
do those pieces, you're going to find yourself having no difficulty whatsoever making this thing go to
another level.

So we're going to step into the next piece in a moment here. But what I just want to say to you
is there is no limit. This is no bullshit. This is not enthusiasm. There is no limit to the size this business
can become that you're beginning today. I will tell you this, it's not overnight. Anybody that tells you
that's full of shit. It takes such hard work. When you see this overnight success, you're not seeing all
that went behind it. But if you're the kind of person willing to work and constantly improve, there really
isn't a limit.

But what I started to say is you don't want to fall in love with your product or your service. You
want to fall in love with that ideal client. Who is the ideal client for you? Who is the client who's going
to do well? Otherwise you're going to create a product you love and you're going to sell it to people just
like you, which is a limited market. You think it's giant but it's not.

And, as I started to say, most people overestimate what they're going to do in a year. And they
underestimate what they can do in a decade or two. So while you're going to do this, commit to this.
This is going to be something you're going to do for your life. You're not just going to try this as a
course for 90 days and go, "Oh, I didn't get rich quick." That's not going to happen. If that's your goal,
turn this thing off and go to some other course.

But if you want to know what it takes to really grow and scale a business that you can be proud

© 2021 Mastermind.com, LLC. All rights reserved. 5

 Module 1.2 The Philosophy That Drives Growth
of over the years and over the decades, you'll be blown away about what's possible here. So come back
to that center and say to yourself, "I'm going to do these things on a daily basis. I'm going to make these
constant, incremental improvements. I'm going to constantly add that value." And by doing that, for an
ideal customer I'm going to grow. Why? Because the ideal customer is …

If the economy takes a hit, which it will—it's cyclical—they're still going to buy from you. When
people say no one's buying. I remember back in 2008, "The whole world's ending," it's not true. There
are people that need to buy, still need to make investments. We need to find who those people are and
serve them. And we did. We were able to prosper.

But then the second thing you need to do is innovate in your offer. And we'll talk about this in
more detail, but I just want to plant the seed on adding value. Adding value is knowing who you're
dealing with, knowing what they want, what they need, what they fear, what excites them, what pisses
them off, and being able to meet those needs better than they can meet them themselves. But by
coming with an irresistible offer, you'll pull them in to be a customer, and then eventually a client by
you adding so much value. Meaning you have to figure out what's irresistible.

I'll give you one, quick example to see what I'm talking about. I'm not just babbling at you. Tony
Hsieh's a friend of mine. I'm sure you've heard of Zappos. And Tony had been successful at a very
young age with some businesses. And some friends of his in San Francisco had this idea for this
online business. And imagine you're back in the year 2000 and somebody says to you we're going to sell
shoes to women online.

Well what would be your first reason not to invest or think it's a dumb idea? Well most people
will say, "Well, that's never going to work because they're going to have to ship the shoes to them. They
have to try them on. And what if they don't fit and they’ve got to ship them back?"

And you'd be right. The business was a disaster. They burned through a bunch of cash. They
were really in trouble in this little house in San Francisco. And Tony Hsieh came in and said, "Listen
guys," he said, "There's two things you need to do here." He said, "You’ve got to have an ideal customer,
and sure enough," he said, "you already do."

Because women have a unique relationship with shoes. Most men's shoes are an add-on. For
women, they can put on one shoe and they're one kind of woman, put on another, they're another
woman. Ladies watching, verify for the men what I'm telling is true in your life. A woman could put on a
certain high heel, she feels like a different one, a flat, a different one. A certain color shoe, a different
one. They love shoes. For many women shoes equal happiness. Not all, but many. There are very few
men that that's true for at the same level. Some, yes, but not most.

So he said, "You've got an ideal customer. What you need is an irresistible offer. You need
something that's going to make them have to do business with you. It's just too irresistible." And they
said, "Well, how are we going to do that?" He goes, "Let's look at your biggest obstacle. What's getting
in the way? The obstacle right now is they have to try on the shoes which means they have to ship
them to them, they have to pay the shipping. If they don't like it, to ship it back." He said, "Here's your
irresistible offer. You can buy as many shoes as you want. Buy them all. Buy 20 pairs if you want. We
will pay the shipping so you can try them on at home, in your comfortable environment with no one
pressuring you. And if you don't like any of them, any ones you don't like, or if you don't like all of them,
you can ship them all back and we pay the shipping back."

© 2021 Mastermind.com, LLC. All rights reserved. 6

 Module 1.2 The Philosophy That Drives Growth
Now if you're an investor in this company, which there were some at the time, what are you
going to say to this guy with this idea? "You're insane." They said, "We're going to go bankrupt." He said,
"You're already going bankrupt. Let's just find a way to add more value for the ideal customer with an
irresistible offer. Let's test it."

They did. And the rest is history. Because if you know Zappos, they were sold for $1.2 billion to
Amazon not too many years later. From a company that was not being able to survive. And, by the way,
Tony Hsieh still runs the company because his whole focus is adding value. It wasn't just making
money. He loves the sense of creating a culture that meets people's needs. That's why he's wealthy. If
you truly want to be wealthy, get addicted to falling in love with your customer, your clients, and doing
more for them than anybody else is doing.

Find the ideal client, come up with an irresistible offer, and keep making yourself more
valuable by improving. That's the core philosophy that'll allow you to build the largest business that you
can imagine. All right, we'll go to the next session. I just want to grab you on this first, and I hope I've
gotten through to you. If you have this obsession, you'll separate yourself from the pack. That's the
privilege that I have in my life. I want it for you as well. God bless. Let's go to the next session.

© 2021 Mastermind.com, LLC. All rights reserved. 7