BILLION DOLLAR MENTAL MODELS

Billion Dollar Mindset:

1. “REALITY IS a reflection of WHAT QUESTION YOU ASK WITHIN

YOURSELF.”

2. “Your OPINION of YOURSELF becomes your REALITY”

3. PERSONALITY creates THOUGHT

4. In life, there’s only YOU vs YOU, and it’s really WHAT YOU THINK
OF YOURSELF. This will free you to be big in your own mind and you’ll
crush it.

5. FAMILIARITY + MOMENTUM + REPETITION + DWELLING

ON SOMETHING for a LONG period of TIME = YOUR REALITY.

6. CONSCIOUSNESS → DECISIONS → BEHAVIORS

7. True greatness, ultimate performance, & ULTIMATE POTENTIAL

LIES not within the MIND, but well BEYOND IT.

8. What YOU THINK PEOPLE THINK about YOU IS WHAT PEOPLE

THINK about you.

9. To do HARD things, MAKE IT your ONLY CHOICE.

10.A man who SEES that a particular thing is THE ONLY THING, then
EXCUSES have NO POSIBILITY of arising.

11.You ACHIEVE your GOAL once you recognize your PATTERN of

ERROR and the DEGREE to which they are ACCEPTABLE TO YOU.

12.TIME is LIMITED. LEARN SKILLS to HEDGE TIME. Be extremely

valuable each unit of time.

13.WHEN it gets BORING, that’s when YOU 10X.

14.Don’t wait. START right NOW. PROCASTINATION = POVERTY

15.One of life’s hardest decisions is GIVING UP the GUARANTEED thing
FOR the BEST THING.

16.If you’re WILLING to SUCK at anything FOR 100 DAYS IN A ROW,

you can beat most people at most things.

17.The moment you realize the SHEER VOLUME of work it takes to do

something WELL, is the moment you REALIZE you must CHOOSE the
FEW THINGS you want to be KNOWN FOR (and ignore the rest).

18.You CAN GET RICH QUICK. You just CAN’T GET RICH EASY.

19.One of the HARDEST PART about ENTREPRENEURSHIP is

WHEN YOU DO ---------------------------------------- WHEN YOU GET

20.Never wait for the PERFECT MOMENT. JUST START.

21.You DON’T NEED to take TIME to hit those big goals, you NEED to
take TIME to GET GOOD ENOUGH to hit the big goal

22.DO WHATEVER IT TAKES, even if its BEYOND YOUR

CAPACITIES. DO IT and WIN ANYWAYS.

23.NEVER REPEAT A MISTAKE. A mistake is ONLY a FAILURE if

you REPEAT it.

24.FIND WHAT WORKS and then CONCENTRATE ON IT.

25.Always ASSUME you're MISSING SOMETHING.

26.NEVER be SATISFIED.

27.SEEK WEALTH, NOT MONEY or STATUS.

28.LEARN to SELL. LEARN to BUILD. If you can do both, you will be

unstoppable.
29.SPECIFIC KNOWLEDGE is found by PURSUING your GENUINE
CURIOSITY and PASSION rather than whatever is hot right now.

30.FORTUNE requires LEVERAGE. Business leverage comes from

CAPITAL, PEOPLE, and PRODUCTS with NO MARGINAL COST
OF REPLICATION (code and media)

31.Capital = money. To raise money, APPLY your SPECIFIC

KNOWLEDGE with ACCOUNTABILITY and SHOW resulting
GOOD JUDGEMENT.

32.LABOR means PEOPLE WORKING FOR YOU. It’s the oldest and
most fought over form of leverage.

33.CAPITAL and LABOR are permissioned LEVERAGE.

34.CODE and MEDIA are PERMISSION-LESS LEVERAGE. They’re

the leverage behind the newly rich.

35.LEVERAGE is a FORCE MULTIPLIER for your JUDGMENT.

36.You should be TOO BUSY to “DO COFFEE” WHILE still KEEPING

an UNCLUTTURED CALENDER.

37.Work hard as you can. Even though WHO YOU WORK WITH and
WHAT YOU WORK ON > how hard you work.

38.BECOME the BEST IN the world at WHAT YOU DO. KEEP

REDIFINING what you do UNTIL THIS IS TRUE.

39.Insight → Knowledge → Competence → Confidence → Capability → No

Fear

40.NEVER STOP TESTING, EXPERIMENTING. The only failure is to

give up.

41.TRUST YOUR own JUDGMENT.

42.SEEK PAIN and DISCOMFORT. It is a compass.

43.NEVER TOLERATE MEDIOCRITY. Be disgusted by it.

44.BE PATIENT.

Billion Dollar Worldview:

1. Mental awareness – Identity, purpose, discipline, beliefs

2. Mental cognition – Focus, plans, prioritize, problem solving

3. Business principles – Frameworks, concepts, mental models

4. Business disciplines – Strategy, product, marketing, sales

5. Business processes – Tools, systems, workflows, metrics

6. $1,000 ---SKILLS--- $1,000,000 – CHARACTER--- $100,000,000---

TIME ---$1,000,000,000

7. No matter what you hear on the news, what the politicians or your friends
say… YOU’RE the ONLY PERSON who CAN SAVE YOU.

8. The world belongs to those who can KEEP DOING WITHOUT

SEEING the RESULTS of their doing.

9. NO ONE can STOP you BUT YOU. At the absolute extreme, you either
QUIT OR you DIE. So as long as you have a BREATH you have a
CHOICE… you can choose to become unstoppable.

10.TODAY you PAY a BILL from AGES AGO, and today’s work get
cashed in ages from now.

11.So you WORK FOR A FORTUNE but GET PAID LIKE A SLAVE
but the only thing off is the timing.
12.NEVER BREAK PROMISES. Your reputation is critical. Even to
yourself.

13.LOOK POOR, SPEND LESS, actually have money instead.

14.Prioritize, ONLY ACT on LEVERAGED TASKS, Pareto Principle.

15.DO WHAT YOU SAY.

16.Avoid whatever anyone else is doing, they are poor. Go a UNIQUE PTH.

17.TALK LESS, no routines, no fluff, JUST WORK.

18.COMMIT to something and FINISH IT. Shiny object syndrome is

poison.

19.DON’T LISTEN to OTHER PEOPLE’S VIEW OF YOU.

20.DON’T GET INTO SATURATED MARKET and undercut them.

21.Only WORK WITH SMART PEOPLE.

22.MAKING MONEY is not a thing you do, it’s a SKILL you LEARN.

23.MAKING MONEY is not about hard work. It is about having the RIGHT
SKILLSET.

24.GETTING RICH IS about knowing WHAT TO DO, WHO TO DO

with, and WHEN TO DO it.

25.UNDERSTANDING > hard-work.

26.You should not grind a lot of hard work UNTIL you FIGURE OUT
WHAT SHOULD YOU BE WORKING ON.

27.Understand ETHICAL WEALTH CREATION is POSSIBLE. If you

secretly despise wealth, it will elude you.
28.IGNORE people playing STATUS GAMES. They gain status by
attacking people playing wealth creation games.

29.You’re not going to get rich renting out your time. You must OWN
EQUITY, PIECE OF A BUSINESS to gain your financial freedom.

30.You will get rich by GIVING the SOCIETY WHAT IT WANTS but
does not yet know how to get it at scale.

31.PICK an INDUSTRY where you can PLAY LONG-TERM GAMES

with LONG-TERM PEOPLE.

32.The INTERNET has massively broadened the possible space of careers.

MOST PEOPLE HAVEN’T FIGURED IT OUT YET.

33.PLAY ITERATED GAMES. All the returns in life, whether in wealth,

relationships, or knowledge, comes from COMPOUND INTEREST.

34.Pick BUSINESS PATHNERS with HIGH INTELLIGENCE

STRATEGY, and, above all, INTEGRITY.

35.DON’T PARTNER with CYNICS and PESSIMISTS. Their beliefs are

self-fulfilling.

36.Building SPECIFIC KNOWLEDGE will FEEL LIKE PLAY to you but

will look like work to others.

37.When SPECIFIC KNOWLEDGE is TAUGHT, it’s THROUGH

APPRENTICESHIPS, not schools.

38.SPECIFIC KNOWLEDGE is often HIGHLY TECHNICAL or

CREATIVE. It CANNOT BE OUTSOURCED or AUTOMATED.

39.Embrace ACCOUNTABILITY, and TAKE business RISK under

YOUR own NAME. Society will reward your responsibility, equity, and
leverage.
40.An army of ROBOTS is FREELY AVAILABLE – it’s just packed in for
heat and space efficiency. USE IT.

41.If you CAN’T CODE, WRITE BOOKS and BLOGS, record VIDEOS
and PODCASTS.

42.READING > listening. DOING > watching

43.SET and enforce an aspirational PERSONAL HOURLY RATE. If fixing

a PROBLEM will save LESS THAN your, IGNORE IT. If outsourcing
a task will cost less than your hourly rate, outsource it.

44.RETIREMENT is when you STOP SACRIFICING TODAY FOR an

IMAGINARY TOMMOROW. When today is complete, in and of itself,
you’re retired.

45.The WINNERS of ANY GAME are the people who are SO ADDICTED
they CONTINUE PLAYING EVEN as the MARGINAL UTITLITY
from winning DECLINES.

46.PEOPLE are oddly CONSISTENT. KARMA is JUST YOU,

REPEATING your PATTERNS, VIRTUES, and FLAWS until you
finally GET WHAT YOU DESERVE. Always pay it forward. And don’t
keep count.

Entrepreneurship & Start-up:

1. Choosing which GAME you want to PLAY? (MARGIN Profile,

COMPETITION, Level of DIFFICULTY, Level of your SKILL)

2. ENTREPRENEUR = GAMBLER who has CHIPS (Time & Energy)

3. BILLION DOLLAR BUSINESS = Have MORE INFORMATION

ASSEMTRY
4. INSTINCT > Habit

5. VALUE is PAIN ALLEVIATION.

6. TRUE PRACTICE begins with WHAT the PLAYER BRINGS TO the

PRACTICE.

7. When you write, do your words merely reach the listener’s ears, or do they
PENETRATE his HEART?

8. They will come because THEY KNOW that what they will learn from you
they CANNOT LEARN FROM ANYONE ELSE.

9. They will come because you are ONE OF A KIND.

10.BELIEF + SKILLSET + CHARACTER TRAITS =

ENTREPRENEUR

11.SKILL x TIME = MASTERY

12.The correct path is typically a tributary off the wrong one.

13.If you want to make SHITLOAD of MONEY, go to PRIVATE

OWNERSHIP or franchise.

14.If you just want to make HIGH INCOME, SELL INFORMATION

(high margins, aka… High paying job.)

15.Life is long, see WHAT YOU DON’T LIKE, CUT IT OFF, see WHAT
YOU LIKE, ADD MORE, repeat.

16.Give as much information as possible. People are LAZY, they STILL

WANT YOU TO DO FOR THEM, don’t worry.

17.It isn’t about the GOAL, it’s WHO you BECOME IN the PROCESS.

18.What ACTIVITY I NEED to do so that it’ll be UNREASONABLE I will

make progress. (Do it long enough.)
19.Ask yourself: “What the ONE THING you CAN DO that will make the
REST of the things NOT MATTER?” DO THAT!

20.Big goals don’t make you different. BIG WORK does.

21.BUSINESS IS like a MACHINE. (INPUT ≠ OUTPUT) “Great business

= MINIMUM INPUT, MAXIMUM OUTPUT”

22.WORK HARD SO you can GET SMART … THEN WORK

“SMARTER NOT HARDER.” Or JUST WORK HARD and SMART
and beat everyone limiting themselves to one or the other.

23.You’ve got one life, get everything you want from it, it’s your
BIRTHRIGHT!

24.TAKE ACTION, DON’T ONLY READ.

25.TRUST your OWN JUDGEMENT.

26.SEEK PAIN and DISCOMFORT. It is a compass.

27.NEVER TOLERATE MEDIOCRITY. Be disgusted by it.

28.If you want to be part of a great tech company, then you need to be able to
SELL or BUILD. If you don’t do either, learn.

29.LEARN to SELL, LEARN to BUILD. If you can DO BOTH, you will

be UNSTOPPABLE!

30.There are NO GET-RICH QUICK SCHEMES. Those are just someone

else getting rich off you.

31.Apply SPECIFIC KNOWLEDGE, WITH LEVERAGE, and eventually

you will get what you deserve.

32.When you’re finally wealthy, you’ll realize it wasn’t what you were
seeking in the first place. But that is for another day.
33.PRODUCTIZE YOURSELF.

34.If you’re looking toward the long-term goal of getting wealthy, you should
ask yourself, “IS THIS AUTHENTIC TO ME?” Is this myself that I am
projecting?” And then: AM I PRODUCTIZING MYSELF? AM I
SCALING IT? AM I SCALING IT WITH LABOR or with CAPITAL
or with CODE or with MEDIA?” So it’s a very handy, simple mnemonic.

35.WEALTH is the THING YOU WANT. WEALTH is ASSETS that

EARNS WHILE you SLEEP. WEALTH is the FACTORY, the
ROBOTS, CRANKING OUT THINGS. Wealth is the COMPUTER
PROGRAM that’s RUNNING at NIGHT, SERVING other
CUSTOMERS. WEALTH is even MONEY IN the BANK that is being
REINVESTED into other assets, and into other businesses.

36.SOCIETY will PAY you FOR CREATING the THINGS IT WANTS.

37.Then, you have to figure out how to scale it because if you only build one,
that’s not enough. You’ve got to BUILD THOUSANDS, or HUNDREDS
of THOUSANDS, or MILLIONS, or BILLIONS of them so
EVERYBODY can HAVE ONE.

38.SALES SKILL are a form of SPECIFIC KNOWLEDGE.

39.SPECIFIC KNOWLEDGE CANNOT be TAUGHT, but it CAN BE

LEARNED.

40.SOCIETY, BUSINESS, & MONEY are downstream of

TECHNOLOGY, which is itself DOWNSTREAM OF SCIENCE.
Science applied is the engine of humanity.

41.You can GO TO the INTERNET, and you can FIND your AUDIENCE.
And you can BUILD a BUSINESS, and CREATE a PRODUCT, and
 BUILD WEALTH, and make people happy just uniquely expressing
yourself through the internet.

42.ESCAPE COMPETITION through AUTHENTICITY.

43.If you are fundamentally BUILDING and MARKETING something that

is AN EXTENTION OF WHO YOU ARE, no one can compete with you
on that.

44.The best jobs are either decreed nor degreed. They are CREATIVE
EXPRESSIONS of CONTINOUS LEARNERS in FREE MARKETS.

45.The MOST IMPORTANT SKILL for GETTING RICH is becoming a

PERPETUAL LEARNER.

46.It’s much more important today to be able to become an EXPERT in a

BRAND – new field in nine to twelve months than to have studied the
“right” thing a long time ago.

47.Knowing how to be PERSUASIVE when speaking is far MORE

IMPORTANT THAN being an EXPERT DIGITAL MARKETER or
CLICK OPTIMIZER. FOUNDATIONS are KEY. It’s much BETTER
to be a 9/10 or 10/10 on FOUNDATION than try to get super deep into
things.

48.You do need to BE DEEP IN SOMETHING because otherwise you’ll be

a mile wide and an inch deep and you won’t get what you want out of life.
You can only achieve MASTERY in ONE or TWO THINGS. It’s usually
things you’re obsessed about.

49.They’ve STUCK with the BUSINESS and shown themselves (in a visible
and accountable way) to be HIGH-INTEGRITY people.

50.COMPOUND INTEREST also happens in your REPUTATION.

51.If you have a sterling REPUTATION and you KEEP BUILDING IT for
decades upon decades, PEOPLE WILL NOTICE.

52.When you find the RIGHT THING TO DO, when you find the RIGHT
PEOPLE TO WORK WITH, INVEST DEEPLY. STICKING IT FOR
DECADES is really how you make the big returns in your relationships
and in your money. So, COMPOUND INTEREST is very important.

53.When it comes to the goal-oriented life, ONLY about 1% of the

EFFORTS you made PAID OFF.

54.When you’re studying something, like a GEOGRAPHY or HISTORY

CLASS, and you realize you are never going to use the information, drop
the class. It’s a waste of time. It’s a WASTE of your BRAIN ENERGY.

55.Intentions Don’t MATTER. ACTIONS Do.

56.EMBRACE ACCOUNTABILITY and take business risks under your

own name. Society will reward you with responsibility, equity, and
leverage.

57.There’s not really that much to fear in terms of failure, so you should take
on a lot more accountability than ever.

58.If you don’t OWN A PIECE OF A BUSINESS, you don’t have a path
towards FINANCIAL FREEDOM.

59.REAL WEALTH is built through not renting out your time for money.
It’s about OWNING an EQUITY in a company.

60.The INPUT must NOT be TIED to the OUTPUT.

61.FOLLOW your INTELLECTUAL CURIOSITY more than whatever is

“hot” right now. If your curiosity ever leads you to a place where society
eventually wants to go, you’ll get paid extremely well.
 62.Types of LEVERAGE – LABOUR, MONEY

63.Forget rich versus poor, white – collar versus blue. IT’S NOW the
LEVERAGED vs UNLEVERAGED.

64.You’re NEVER going to GET RICH RENTING out your TIME.

(What you want in life is to BE in CONTROL of your TIME. You want to get
into a LEVERAGED JOB where you CONTROL your own TIME and you’re
TRACKED on the OUTPUTS. Especially if they don’t know how you did it
because it’s INNATE to your OBSESSION on your SKILL or your INNATE
ABILITIES, they’re going to have to keep paying you to do it.

65.EARN with your MIND, NOT your TIME.

66.You start as a salaried employee. But you want to work your way up to try
and get HIGHER LEVERAGE, more ACCOUNTABILITY, and
SPECIFIC KNOWLEDGE.

67.We waste our time with short-term thinking and busywork. Warren Buffet
spends a year deciding and a day acting. The act lasts decades.

68.BEING at the EXTREME in your ART is very important in the age of

leverage.

69.SOLVE via ITERATION, then GET PAID via REPETITION.

70.VALUE YOUR TIME at an hourly rate, and ruthlessly spend to save time
at that rate. You will never be worth more than you think you’re worth.

71.No one is going to value you more than you value yourself. You just have
to SET a very HIGH PERSONAL HOURLY RATE and you have to
stick to it.

72.If you can HIRE SOMEONE to do it for LESS THAN YOUR HOURLY
RATE, hire them.
73.You have to SAY NO TO EVERYTHING and free up your time so you
can SOLVE the IMPORTANT PROBLEMS.

74.FIND work that feels like PLAY.

Billion Dollar Decision Making Heuristic:

1. YOU ARE A MACHINE WITHIN A MACHINE. C + PE^T = D (C =

Current State, P = Plan, E = Execution of the Plan, T = Time, D = Dream)

2. Success is about MAKING DECISION + GIVING YOURSELF

PERMISSION TO ACT (The QUICKER you do, the BETTER your
life!)

3. Your ability to SPOT an UPCOMING PROBLEM way before others in

the marketplace is the highest leverage task you can do.

4. BUY back you TIME. (Use the FREE TIME to DO HIGH LEVERAGE
ACTIVITY/NEEDLE MOVER.)

5. HIGEST ROI ACTIVITY

i. BET YOUR LIFE in FIGURING OUT EXACTLY what people

REALLY REALLY, I mean REALLY WANT where they will
KILL ANYONE to GET IT
ii. Write a SPECIFICALLY PRECISE sales copy that speaks to your
audience’s MIND, SOUL, and PHYSCHE
iii. Provide them with a JACKPOT, THIS IS IT “TYPE” of OFFER

6. ONLY THING THAT REALLY MATTERS = BOOK a Call (Get

Traffic) → CONDUCT Strategy Session (Conversion) → Provide
VALUE (Delivery)
7. Business MASTERY = How much it COST you to MAKE more
MONEY

8. Cost of Acquisition (CAC) : Lifetime Value of Customer (LTV)

9. Business metrics = Traffic x Conversion x Pricing x Churn

10.Spent: MONEY/TIME to make more MONEY

11.First do MORE → BETTER → NEW

12.WORK = Volume x Leverage

13.DOUBLE, TRIPLE, QUADRUPPLE on WHAT WORKS!

14.INPUT = Effort/Time/Capital

15.PROCESS = ITERATED Volume x Leverage

16.OUTPUT = Value/Offer

17.STRATEGY = PRIORITY

18.IDENTITY = INTERNAL set of RULES & BEHAVIORS

19."FOCUS ATTENTION OVER TIME and channel them ON HIGH

LEVERAGE ACTIVITY.”

20.Building WEALTH > Chasing MONEY > INVESTING > SAVING >
ASSETS > CASH

21. Philosophy > Wisdom > Strategy > Tactics

22.The WORK is the GOAL.

23.WEALTH = ENERGY STORED = INFORMATION ASSEMTRY

24.MONEY = STORED TIME & ENERGY of anybody who is

WILLING to ACCEPT your money
25.If you MINIMIZE what is COST to MAKE MONEY, you’ll make a
SH*T ton of money!!!

26.There is NO SKILL called “BUSINESS.” Avoid business magazines and

business classes.

27.Know you DATA so you can SCALE.

28. FOCUSED ATTENTION (EXPANDED CONSCIOUSNESS) > time

29.Study MIRCOECONOMICS, GAME THEORY, PSYCHOLOGY,

PERSUASION, ETHICS, MATHEMATICS, and COMPUTERS.

30. All business problems are SOLVABLE with SKILLS.

31.All SKILLS are ATTAINABLE with REPETITION and FEEDBACK.

(Once you have the skill you can do it in LESS TIME so you can get
MORE TIME BACK, it is much EASIER to MAINTAIN the skillset
than to build from scratch.)

32. CORE business activities:

MORE Customers Make them WORTH MORE

• MORE Traffic • RAISE your price
• Higher CONVERSION % • BUY MORE TIME (reduce churn)
33.To GROW a business:

Grow a Business

Get MORE customers Make them WORTH

(CAC) more (LTV)

RAISE prices,
Get MORE DECREASE price of
traffic/attention/eyeballs good sold, GET people
to BUY MORE STUFF
MORE TIME

• Advertise • RAISE price: Grow a PAIR &

MORE/BETTER DECIDE

• Higher Conversion Rate: • Buy MORE TIMES: (decrease

Practice SALES/Improve churn) = reach outs, exit
Offer/Remove ALL interviews, prepayments, OB,
RESISTANCE to say NO fast results, events

• You advertise BETTER by

advertising MORE.
Excellence comes from
REPETITION.

• DO SO MUCH that it
would be Laser
Distracted Beam
UNREASONABLE that
you would suck after doing Focus
that much.
34.$Billion Dollar Decision Making Heuristic:

Are we SOLVING to get MORE CUSTOMERS?

Are we SOLVING to get MORE MONEY PER CUSTOMER

(LTV)

Are we SOLVING for how long/likely the 2 above will

happen? (ENTERPRISE VALUE)

Hypothesis (Assumption) If I do xxx, I get yyy.

Define PROBLEM → Set Hypothesis

(If xxx, then yyy.)

What I think I am going What I think is going to

to do... happen…
 35. 4 Problems to Solve to make $$$:
Problem 1:
Finding your Customers

In the beginning, sell to Everyone (0% Data)

$1M-$3M PROBLEM
• Operational COMPLEXITY
• A LOT OF Customers
• DIFFERENT needs
• DIFFERENT promises
• DIFFERENT price points
• And it’s JUST YOU

Say NO to people who are NOT the “Ideal Customer”

Ideal Customer

Which of these Which of these Which of these Which of these

people do I people spend the people do I have was the
LOVE? MOST the HIGHEST EASIEST TO
MONEY? OPERATIONAL DELIVER on?
PROFIT from?
 ONLY serve them, ELIMINATE the rest 99%

You already have the INFRASTRUCTURE, just say NO and

serve ONLY your IDEAL CUSTOMER

Direct Response Ad: I DON’T NEED YOUR MONEY

Don’t give me your money if
You’re XYZ
ABC…
But, if you’re “DEF”…
I am your SERVANT!

Attract MORE OF
THAT type of customer
CHARGE a PREMIUM
PRICE even at a more
OPERATIONALY
EFFICIENCY = (Higher
PRICE, lower
MARGIN%)
Problem 2:
Charge TOO LITTLE or Pay TOO MUCH

Your COMFORT is your competitor’s ADVANTAGE

Charge HIGH $$$

Just Tell the TRUTH, whether it’s your customer or employee

Problem 3:

OVER-EXPANDING

Product Market Fit

Every PROBLEM
SOLVED

QUALITY experience

SOLVE all PROBLEM FIRST, then only EXPAND

Problem 4:

FOCUS

NO, I’m just going to KEEP DOING the THING that I’ve
been DOING for 10 years and I KNOW the GOOD, BAD.
But, I KNOW them BOTH.
And I KNOW where my DEFICIENCIES and I just need to
do these THINGS BETTER for the next 6 months.

COMMITMENT = Elimination of ALTERNATIVE

Problem 5:
You have a PRODUCT, NOT a BUSINESS

Business = Asset/Self Sustaining

At the HIGHEST LEVEL, you MANAGE a handful of VERY

INTELLIGENT people who do their jobs on your behalf with
a lots of LEVERAGE.
 Billon Dollar Persuasion and Marketing:

1. Market > Format > Structure > Story > Hooks > Mechanism > Close

2. Market > Offer > Copy > Persuasion

3. Biology > Sociology > Psychology

4. Attention → Curiosity → Interest → Desire → Suggestion → Demand

→ Action → Questioning Seriousness → Demand Again

5. MARKET ↔ MESSAGING MATCH = Funnel Success

6. Successful Ad = Information COMMUNICATED → Processed →

Believed → Acted Upon

7. Connection → Consumption → Change Work → Conversion → $

8. People ONLY give you $$$ in SOLUTION STATE

9. CHANGE WORK = GETTING INTO the MIND (Alter

PERCEPTION/MOODS/FEELINGS/EMOTIONAL
STATE/RESOURCEFULNESS)

10.Your CUSTOMERS are your GREATEST ADS and your AUDIENCE

is your best AD NETWORK.

11.SUGGESTION > convincing. RECOMMENDATION > insisting.

12.I’m NEVER SELLING. They’re JUST BUYING. That’s the game.

13.Marketing = CHANGE WORK

14.Marketing = Your word CREATES a MONOLOGUE in PEOPLE’S

MIND

15.Marketing = PAINTING PICTURE in people’s MIND

16.GREATEST OFFER = Make them LOSE AWARENESS = NO
TIMELINE

17.GREAT Marketers = Set “FRAMEWORKS/PARAMETERS” that

makes it EXTREMELY OBVIOUS for people to BUY!

18. EXTREME level conversion happens the moment your marketing HITS
MULTIPLE DEEP BIOLOGICAL-SOCIOLOGICAL-
PSYCHOLOGICAL elements that SWITCHES readers into “BUYING
STATE”

19.People have built a THICK WALL of IDENTITY AROUND them.

20.MARKETING is… MESSAGING is… COMMUNICATION is…

INFLUENCE.

21.Influence = trying to GET “IN” someone’s MIND and FLOW in IDEAS,

THOUGHTS, CONCEPTS.

22.ALL MARKETING comes down to ONE THING — PAINTING

PICTURE and MOVIES in people's MINDS that they PLAY, REPLAY,
and WATCH OVER and OVER.

23.When it comes to advertising, marketing and sales — you're RARELY (if

ever) TALKING to the PERSON. You're often times TALKING TO
their BELIEF SYSTEMS.

24.BELIEF SYSTEM → REGULATOR + GOVERNOR = Keep us SAFE

(That’s why you BUILD RAPPORT, TRUST)

25.You're never walking away from something or someone. You're always

WALKING TOWARDS SOMETHING or SOMEONE else that's
BETTER for you.
 Billion Dollar Copywriting:

1. What are you OFFERING that NO ONE else is able to offer?

2. What are you BRINGING that NO ONE else can bring?

3. Brand = Things audience KNOW --- POSITIVE ASSOCIATIONS ---

Things audience DON’T KNOW

4. You don't sell products or services. You sell CERTAINTY.

5. You don’t sell products or services. You sell DECISIONS and GOOD
FEELINGS about the decision.

6. Once you REMOVE the WORDS- you’ll FIND EMPATHY that you’re
looking for to use in copy. (Learn to SEE the WORLD WITHOUT
WORDS, AND THEN when you do USE WORDS, they’ll be that much
more impactful.
7. GREAT COPY IS about the QUALITY of PERSUASION and
ARCHITECTURE of BELIEF.

8. Your FRAME OF CONVICTION should be wrapped around the copy.

9. The FRAME of COPYWRITING are…

• “This is WHAT I WANT TO SAY”

• “This is the CONVICTION I have for this IDEA”
• “This is HOW IMPORTANT it is TO ME is HOW I THINK it
could BENEFIT this business”

10. Write like your ONLY OPTION is 100% CONVERSION.

11. When writing copy, go OUTLANDISH FIRST, then DUMB IT DOWN.

12. MATCH your copy tone at WHERE THEY’RE CURRENTLY AT…

13.If you can EXPLAIN somebody PROBLEM BETTER THAN THEY
CAN, they will SUBCONSCIOUSLY credit you with HAVING the
SOLUTION

14.BACK END = CONSISTENTLY + DELIBERATELY +

RELENTLESSLY PROVIDING for the customer

15.FRAME = KNOWING WHAT YOU REALLY WANT + KNOWS the

logical order of WHAT’S MOST IMPORTANT to them.

16.What STATE OF CONSCIOUSNESS do I need to evoke in my customer

so he/she makes the DECISION to buy my stuff.

17.COPY MASTERY is being able to have THEM CONNECTING THE

DOTS, FORM IDEAS, and GENERATE FEELINGS OUT OF YOUR
WORDS – not you having to do it for them.

18.WORDS = CODE = MEMORIES = create IMAGE in the MIND

19.GREAT COPY= MIND VOICE

20.GREAT COPY= TRANSFER OF INFORMATION for SPECIFIC

PURPOSE of INFLUENCING the DECISION to COMPLY TO the
BEHAVIORS SUGGESTED/COMMANDED.

21.OFFER = A PRODUCT that does a SERIES of CHANGE WORK

22.SALES COPY = RELATE/RELATIONSHIP with your prospect

(BUILD RELATIONSHIP/TRUST)
23.SALES COPY = TALK to them LIKE a REGULAR PERSON

24.ENTER into the CONVERSATION people ALREADY have in their

MIND.

25. ‘A-listers’ VERY QUICKLY FIGURE OUT what people NEED TO

KNOW, SEE, HEAR, UNDERSTAND before they make a DECISION.

26. ‘A-listers’ HIJACK YOUR EMOTION to ELEVATE your STATE

and then PITCH.

27. ‘A-listers’ so FOCUSED on studying HOW PEOPLE THINK and

HOW THEY ACT and HOW THEY FEEL and WHAT THEY DO.

28. ‘A-listers’ study EPISTEMOLOGY and HOW ‘CERTAIN WORD’

has ADVANTAGES and DISADVANTAGES and DISTANCE
CONTROL… They are so many NUANCES that gets somebody to be
INFLUENCED by whatever PERCEPTION you’re putting.

29. BACK DOOR OF THE HUMAN MIND consist of…

• STORIES
• IDEAS
• CONVERSATIONS
• ARGUMENTS
 Billion Dollar Sales and Closing:

1. Once you can CREATE the JUSTIFICATION, then you CREATE the
SALE.

2. The WANT is the DESIRE, and the NEED is the PERMISSION.

3. JUSTIFICATION should ADVOCATE for the OUTCOME.

4. JUSTIFICATION = EXPLAINATION of the PERMISSION THEY

GIVE to THEMSELVES.

5. SELLING is getting someone INTELLECTUALLY ENGAGED in a

FUTURE RESULT that’s GOOD FOR THEM and getting them to
EMOTIONALLY COMMIT to TAKE ACTION to ACHIEVE THAT
RESULT

6. ELITE CLOSER =
• TALK like a FRIEND
• LISTEN like a PSYCHOLOGIST
• ASK QUESTIONS like a TEACHER
• FOCUS on TONALITY like an ACTOR
• BUILD TRUST like a FRIEND
• UNDERSTAND MOTIVATION like a PSYCHOLOGIST
• GUIDE the CONVERSATION like a COUNSELOR

7. STUDY THESE (to become a TOP 1% earner in SALES):

• TONALITY
• PERSUASION
• NEGOTIATION
 • QUESTIONING
• PROBLEM-FINDING
• HUMAN BEHAVIOR
• EMOTIONAL INTELLIGENCE

8. LOGIC is just a LADDER that CONNECTS EMOTION with VALUE.

(Emotion -Logic1- Logic2-Logic3- Value)

9. People WANT to BELIEVE you. They WANT TO BUY. YOU must

HELP their LOGICAL BRAIN to JUSTIFY the DECISION.

10.MARKETING DISQUALIFIES the WRONG LEADS and SALES

QUALIFIES the RIGHT LEADS

11.SELLING happens BEFORE you ASK, CLOSING happens AFTER.

12.It’s EASIER to HANDLE OBSTACLES than OBJECTIONS. (before

you ask rather than after.)

13.That being said, EXPECT and PLAN for NO. It is NOT FAILURE, it is
EXPECTED. STOP being SURPRISED!

14.If you DIDN’T get a GASP FROM the PRICE TAG, you DIDN’T GO
HIGH ENOUGH.

15. Your FIRST IMPRESSION, and the EXPECTATIONS you SET

DICTATE the RELATIONSHIP.

16. SELLING = HELP prospects MAKE DECISION to HELP

THEMSELVES
17. KEEP the PROSPECT, NOT the SALE, as the PRIORITY. IT’S NOT
ABOUT YOU.

18.If they OBJECT, SEEK TO UNDERSTAND, NOT to ARGUE or BE

“RIGHT”.

19.MAINTAIN CHILDLIKE CURIOSITY in all times.

20.CLOSING IS A DANCE, NOT A FIGHT. It is SEDUCTION, NOT

RAPE.

21. SELLING = TRANSFERENCE OF BELIEF over a BRIDGE of

TRUST (MUST have BELIEF in order to TRANSFER IT)

22. You can only BUILT TRUST IF you GENUINELY WANT to HELP.
(And humans are exceptionally good at sniffing out intention.)

23.BELIEF and TRUST are CONTINUUMS, NOT BINARIES. Treat them

accordingly.

24. CLOSER AKS HARD QUESTIONS because they GENUINELY

CARE.

25.The person WHO CARES THE MOST about PROSPECT WINS the
DEAL.

26.RECORD all your SALES. ALWAYS.

27. The GOAL of CLOSING is to GET SOMEONE TO DECIDE, NOT to

BUY.
28. POWER = ABILITY to DIRECT or INFLUENCE PEOPLE. If you
WANT to BE POWERFUL, you MUST LEARN this SKILL.

29. SELLING = ENGAGE lead → QUALIFY lead → SOLICIT Sale →

CLOSE Sale

30. WHY CLOSING? (10% - NEVER GOING TO BUY- Don’t dwell on

these, 80% - Need HELP DECISING – This is WHY we train!, 10% -
Lay Down SALES – Don’t FK This Up!)

31. SALES = HELPING someone to MAKE DECISION to HELP

THEMSELVES DOES NOT MEAN BUYING FROM YOU. (It means
KEEPING THEM and THEIR GOALS at the CENTER of the
DECISION.)

32. YOU should be HAPPY if SOMEONE MAKES a DECISION for

THEMSELVES INDEPENDENT of WHETHER they CHOOSE to
WORK WITH YOU OR NOT.

33. YOU UNDERSTAND HOW TO MAKE “HIGH STAKES”

DECISIONS and HOW to HELP YOUR PROSPECTS DO THE
SAME, in order to BEST SERVE THEM.

34. OBSTACLES = a THING that BLOCKS one’s WAY or PREVENT or

HINDER PROGRESS.

35.OBJECTION = an EXPRESSION or FEELING of DISAPPROVAL or

OPPOSITION: a REASION FOR DISAGREEING.
36. SALES BELIEF = The PRODUCT will GET THEM to their GOAL the
WAY THEY WANT TO GO → YOU, and OTHERS WILL SUPPORT
them → It will WORK for THEM, NOT JUST EVERYONE ELSE.

37. SELLING THESIS = You must provide PROOF so the it would BE

MORE UNREASONABLE to NOT BELIEVE than TO BELIEVE.

38.In Sales and Closing, all OBJECTION HANDLING is done via the
MODIFICATION of RELATIVITY between TWO OBJECTS of
VALUE.
 Advanced Level Game & Relationship Dynamic:

1. Women WANT WHAT THEY WANT.

2. Women WANT WHAT OTHER WOMEN WANT. (PRESELECTION

increases ATTRACTION)

3. Your ATTRACTION to her DOES NOT INCREASE her

ATTRACTION to you.

4. Be ATTRACTIVE, Don’t be LESS ATTRACTIVE.

5. What SHE finds ATTRACTIVE is WHAT will make HER LIKE YOU.

6. TRUE CONFIDENCE is when a MEN is GROUNDED with his

TRUTH and EXPERIENCE the PRESENCE of the FEMININE
WITHOUT any sense of ATTACHMENT. (NOT AVOIDANCE but
mere EXPERIENCE)

7. WOMEN LOOK men THROUGH the FEELINGS they HAVE FOR

US.

8. Men offer women their REOURCES like TIME, ATTENTION,

RELATIONSHIP ACCESS, LIFESTYLE ACCESS, STATUS
SHARING.

9. SEXUAL MARKETPLACE is like a DORK (a place where the SHIPS

are PLACED)

10.FEATURES of the SHIPS VARIES across CULTURES.

11.In the DORK, there are CAPTAIN and PASSENGERS. (These roles are
GENDER NEUTRAL NOW)
12.Being a CAPTAIN is HARD! It’s 10 years of relentless WORK and
there is NO GUARANTEE you’ll get there.

13.CAPTAIN > passengers (Supply & Demand)

14.CAPTAIN = BUILD a BOAT → LEARN to SAIL → PLOT a

COURSE

15.To BUILD a BOAT, you need KNOWLEDGE and RESOURCES.

16.KNOWLEDGE = HOW things WORK/ARE.

17.LEARN to SAIL = SKILL to MAKE a SHIP MOVE in a STORM.

18.MASTERY = ABILITY to MAINTAIN COMPOSURE in the midst of

a CRISIS.

19.To WIN in the SEXUAL MARKETPLACE, you need to MASTER

SEDUCTION and FRAME MANAGEMENT.

20.Every RELATIONSHIP has 3 PHASES. (ATTRACTION →

NEGOTIATION → MAINTENANCE)

21.LACK of SEDUCTION = INABILITY to MOVE an INTERACTION

in the DIRECTION of SEXUAL ENCOUNTER

22.If you are GOOD at SOMETHING, TELL the WORLD WHAT YOU
GOOD at. (LIKE a $$MILLION DOLLAR LOCKED in a VAULT
UNDER the SEA)

23.Once ATTRACTION DONE, once NEGOTIATION DONE, then

FRAME CONTROL to SET BOUNDARIES and EXPECTATION.

24.FRAME = ABILITY to MAINTAIN AUTHORITY and DIRECTION.

25.How to ATTRACT the MOST passengers as a CAPTAIN? (Offer an

ATTRACTIVE LIFESTYLE)

26.WOMEN DON’T WANT MEN, they WANT WHAT the MAN CAN
BRING.

27.PRESENT different POSSIBILITY = MAKE women to FANTASIZE

what she might HOPE TO EXPECT by COMING ON YOUR BOAT.
28.MOST MEN are WALLPAPERS. The BIGGEST RISK is NOT
TAKING RISK.

29.PERCEPTION > Personal Traits & Nuances

30.It’s OK to be PUT IN A BOX initially, people NEED to make

ASSOCIATION.

31.PEROGATIVES of PASSENGER = INSPECT the SHIP → TEST the

CAPTAIN → EXAMINE the ITINERARY

32.INSPECTION of SHIP happens WAY BEFORE the passenger GET

ON the SHIP.

33.PASSENGER’S TIME for INSPECTION is LIMITED. So,

INCEPTION is DONE AT GLACE.

34. The PASSENGER INSPECTS for the sole PURPOSE of SEEING

whether the SHIP is WORTHY, COMFORTABLE, INTERESTING.

35.Another INDICATOR of a GREAT CAPTAIN is looking at the SIZE

OF THE CROWD. (I don’t have the TIME to do the due-diligence,
SOMEONE must have DONE it, so that MUST BE a BOAT WORTH
checking out.)

36.TESTING the CAPTAIN = CULTIVTE ARBITRARY DIFFICULTY

on land (also known as SHIT TEST = INDICATOR of HIGH
INTEREST) – (Way to handle for CAPTAIN = EMOTIONAL
INDIFFERENCE and WILLINGNESS TO APPLY
CONCEQUENCE)

37.Any MARKET requires ANTAGONISM and COMPETITION.

38. ANTAGONISM = The INTEREST of both PARTIES are NOT

ALIGN.

39. PASSENGER → Planning to book a flight → Due diligence →

COMPARE your OPTION to ALL OPTIONS → I want the MOST
DIRECT flight, for the CHEAPEST possible, most COMFORT→
Choose your SINGLE BEST OPTION → A PASSENGER CAN
ONLY be on ONE FLIGHT at a time.
40. CAPTAIN → HIGHEST PAYING, most OBEDIENT, want to CRAM
AS MANY AS POSSIBLE.

41. For MEN, it’s BETTER to be the BEST OPTION for FEWER
WOMEN > runner up to everybody else

42. MEN will NEVER be more at DISADVANTAGED in the sexual

marketplace THAN they are TODAY.

43.DON’T REWARD BAD BEHAVIOURS. (If she ACTS BADLY, pull

away your TIME, ATTENTION, RESOURCES, RELATIONSHIP
ACCESS, LIFESTYLE ACCESS, STATUS SHARING.)

44.LOVE is the HUMILATED self EXAULTED

45.Women want ATTENTION/COMMITMENT with 0 SEX in return. Men

want SEX with 0 ATTENTION/COMMITMENT in return

46.FRAME = KNOWING EXACTLY WHAT YOU WANT +

KNOWING the logical order of WHAT’S MOST IMPORTANT to
YOU

47.She’s just a PART of your LIFE, NOT EVERYTHING, maybe the 5th on
the list…

48.Girls SLEEP with you because of your LOOKS and GAME, and they
STAY for your LIFESTYLE and AMBITION.

49.YOU SET the FRAME, SHE CHOOSE whether to JOIN OR NOT

50.ALWAYS willing to WALK AWAY, the CONSCIOUSNESS OF
HAVING OPTION makes her WET

51.In your MIND, you should FRAME as ABOVE HER (DADDY

ENERGY) Subconsciously she will pick up

52.BIGGEST sign of INTEREST is COMPLIANCE, ENTERING YOUR

INNER CIRCLE, POSITIVE BODY LANGUAGE, INSTANT
REPLY, FREE UP TIME TO ENTER YOUR FRAME etc.’

53.Always HAVE 2,4, or 6 SIDE-CHICKS to AVOID ONEITIES.

(Subconsciously SIGNAL abundance)

54.STATUS > GAME > MONEY > LOOKS

55.Attractive is PERCEPTION (Women FEEL in love with you)

56.Women are SLAVES to WORDS, Men are SLAVE to PHYSICAL

ATTRIBUTES

57.WOMEN and BUSINESS are SAME. (Business dynamic changes and

Men NEED to ADAPT)

58.COPYWRITING is SIMILAR to TALKING to a WOMEN

59.PRODUCT > MARKETING > SALES > PERSUASION (Focus on

being the BEST VERSION OF YOU and the rest will follow)
60.SEDUCTION is about the OTHER PERSON. Their MIND, EMOTION,
FANTASY etc…

61.SUB-COMMUNICATION is the language of SEDUCTION

62.90% is not about what you say, it’s about WHAT YOU DIDN’T SAY

63.Women don’t really want your MONEY, they want the EXPERIENCE
MONEY BRINGS

64.RELATIONSHIP is the MEDIUM where VALUE is TRANSACTED

65.For long-term relationship, introduce her to your BORING LIFE (GIVE

HER REASON TO LEAVE)

66.Why women SH*T TEST: You want to press the brake, honk and see how
CAPABLE is the car…

67.Women ENTER into RELATIONSHIP with HER PERCEIVED BEST

OPTION

68.Attraction Secret = Your ABILITY to CAPTURE ATTENTION through

EMOTIONAL ENGAGEMENT

69.How to ATTRACT tons of girls: CREATE A SET UP that creates

ANXIETY for SCARCE OPTION (YOU)
70.Once you INGRAINED in her MIND that YOU’LL LEAVE, SHE
WILL STAY

71.Women are like FORK. You NEED them. It's ESSENTIAL but NOT
SPECIAL.
BILLION DOLLAR MENTAL MODELS
 Billion Dollar Mindset:

1. “REALITY IS a reflection of WHAT QUESTION YOU ASK WITHIN

YOURSELF.”

2. “Your OPINION of YOURSELF becomes your REALITY”

3. PERSONALITY creates THOUGHT

4. Your GREATEST DESIRE will MANIFEST

5. In life, there’s only YOU vs YOU, and it’s really WHAT YOU THINK
OF YOURSELF. This will free you to be big in your own mind and you’ll
crush it.

6. FAMILIARITY + MOMENTUM + REPETITION + DWELLING

ON SOMETHING for a LONG period of TIME = YOUR REALITY.

7. CONSCIOUSNESS → DECISIONS → BEHAVIORS

8. True greatness, ultimate performance, & ULTIMATE POTENTIAL

LIES not within the MIND, but well BEYOND IT.

9. What YOU THINK PEOPLE THINK about YOU IS WHAT PEOPLE

THINK about you.

10.To do HARD things, MAKE IT your ONLY CHOICE.

11.A man who SEES that a particular thing is THE ONLY THING, then
EXCUSES have NO POSIBILITY of arising.

12.You ACHIEVE your GOAL once you recognize your PATTERN of

ERROR and the DEGREE to which they are ACCEPTABLE TO YOU.

13.TIME is LIMITED. LEARN SKILLS to HEDGE TIME. Be extremely

valuable each unit of time.

14.WHEN it gets BORING, that’s when YOU 10X.

15.Don’t wait. START right NOW. PROCASTINATION = POVERTY

16.One of life’s hardest decisions is GIVING UP the GUARANTEED thing

FOR the BEST THING.

17.If you’re WILLING to SUCK at anything FOR 100 DAYS IN A ROW,

you can beat most people at most things.

18.The moment you realize the SHEER VOLUME of work it takes to do

something WELL, is the moment you REALIZE you must CHOOSE the
FEW THINGS you want to be KNOWN FOR (and ignore the rest).

19.You CAN GET RICH QUICK. You just CAN’T GET RICH EASY.

20.One of the HARDEST PART about ENTREPRENEURSHIP is

WHEN YOU DO ---------------------------------------- WHEN YOU GET

21.Never wait for the PERFECT MOMENT. JUST START.

22.You DON’T NEED to take TIME to hit those big goals, you NEED to
take TIME to GET GOOD ENOUGH to hit the big goal

23.DO WHATEVER IT TAKES, even if its BEYOND YOUR

CAPACITIES. DO IT and WIN ANYWAYS.

24.NEVER REPEAT A MISTAKE. A mistake is ONLY a FAILURE if

you REPEAT it.

25.FIND WHAT WORKS and then CONCENTRATE ON IT.

26.Always ASSUME you're MISSING SOMETHING.

27.NEVER be SATISFIED.

28.SEEK WEALTH, NOT MONEY or STATUS.

29.LEARN to SELL. LEARN to BUILD. If you can do both, you will be

unstoppable.
30.SPECIFIC KNOWLEDGE is found by PURSUING your GENUINE
CURIOSITY and PASSION rather than whatever is hot right now.

31.FORTUNE requires LEVERAGE. Business leverage comes from

CAPITAL, PEOPLE, and PRODUCTS with NO MARGINAL COST
OF REPLICATION (code and media)

32.Capital = money. To raise money, APPLY your SPECIFIC

KNOWLEDGE with ACCOUNTABILITY and SHOW resulting
GOOD JUDGEMENT.

33.LABOR means PEOPLE WORKING FOR YOU. It’s the oldest and
most fought over form of leverage.

34.CAPITAL and LABOR are permissioned LEVERAGE.

35.CODE and MEDIA are PERMISSION-LESS LEVERAGE. They’re

the leverage behind the newly rich.

36.LEVERAGE is a FORCE MULTIPLIER for your JUDGMENT.

37.You should be TOO BUSY to “DO COFFEE” WHILE still KEEPING

an UNCLUTTURED CALENDER.

38.Work hard as you can. Even though WHO YOU WORK WITH and
WHAT YOU WORK ON > how hard you work.

39.BECOME the BEST IN the world at WHAT YOU DO. KEEP

REDIFINING what you do UNTIL THIS IS TRUE.

40.Insight → Knowledge → Competence → Confidence → Capability → No

Fear

41.NEVER STOP TESTING, EXPERIMENTING. The only failure is to

give up.

42.TRUST YOUR own JUDGMENT.

43.SEEK PAIN and DISCOMFORT. It is a compass.

44.NEVER TOLERATE MEDIOCRITY. Be disgusted by it.

45.BE PATIENT.

Billion Dollar Worldview:

1. Mental awareness – Identity, purpose, discipline, beliefs

2. Mental cognition – Focus, plans, prioritize, problem solving

3. Business principles – Frameworks, concepts, mental models

4. Business disciplines – Strategy, product, marketing, sales

5. Business processes – Tools, systems, workflows, metrics

6. $1,000 ---SKILLS--- $1,000,000 – CHARACTER--- $100,000,000---

TIME ---$1,000,000,000

7. No matter what you hear on the news, what the politicians or your friends
say… YOU’RE the ONLY PERSON who CAN SAVE YOU.

8. The world belongs to those who can KEEP DOING WITHOUT

SEEING the RESULTS of their doing.

9. NO ONE can STOP you BUT YOU. At the absolute extreme, you either
QUIT OR you DIE. So as long as you have a BREATH you have a
CHOICE… you can choose to become unstoppable.

10.TODAY you PAY a BILL from AGES AGO, and today’s work get
cashed in ages from now.

11.So you WORK FOR A FORTUNE but GET PAID LIKE A SLAVE
but the only thing off is the timing.
12.NEVER BREAK PROMISES. Your reputation is critical. Even to
yourself.

13.LOOK POOR, SPEND LESS, actually have money instead.

14.Prioritize, ONLY ACT on LEVERAGED TASKS, Pareto Principle.

15.DO WHAT YOU SAY.

16.Avoid whatever anyone else is doing, they are poor. Go a UNIQUE PTH.

17.TALK LESS, no routines, no fluff, JUST WORK.

18.COMMIT to something and FINISH IT. Shiny object syndrome is

poison.

19.DON’T LISTEN to OTHER PEOPLE’S VIEW OF YOU.

20.DON’T GET INTO SATURATED MARKET and undercut them.

21.Only WORK WITH SMART PEOPLE.

22.MAKING MONEY is not a thing you do, it’s a SKILL you LEARN.

23.MAKING MONEY is not about hard work. It is about having the RIGHT
SKILLSET.

24.GETTING RICH IS about knowing WHAT TO DO, WHO TO DO

with, and WHEN TO DO it.

25.UNDERSTANDING > hard-work.

26.You should not grind a lot of hard work UNTIL you FIGURE OUT
WHAT SHOULD YOU BE WORKING ON.

27.Understand ETHICAL WEALTH CREATION is POSSIBLE. If you

secretly despise wealth, it will elude you.
28.IGNORE people playing STATUS GAMES. They gain status by
attacking people playing wealth creation games.

29.You’re not going to get rich renting out your time. You must OWN
EQUITY, PIECE OF A BUSINESS to gain your financial freedom.

30.You will get rich by GIVING the SOCIETY WHAT IT WANTS but
does not yet know how to get it at scale.

31.PICK an INDUSTRY where you can PLAY LONG-TERM GAMES

with LONG-TERM PEOPLE.

32.The INTERNET has massively broadened the possible space of careers.

MOST PEOPLE HAVEN’T FIGURED IT OUT YET.

33.PLAY ITERATED GAMES. All the returns in life, whether in wealth,

relationships, or knowledge, comes from COMPOUND INTEREST.

34.Pick BUSINESS PATHNERS with HIGH INTELLIGENCE

STRATEGY, and, above all, INTEGRITY.

35.DON’T PARTNER with CYNICS and PESSIMISTS. Their beliefs are

self-fulfilling.

36.Building SPECIFIC KNOWLEDGE will FEEL LIKE PLAY to you but

will look like work to others.

37.When SPECIFIC KNOWLEDGE is TAUGHT, it’s THROUGH

APPRENTICESHIPS, not schools.

38.SPECIFIC KNOWLEDGE is often HIGHLY TECHNICAL or

CREATIVE. It CANNOT BE OUTSOURCED or AUTOMATED.

39.Embrace ACCOUNTABILITY, and TAKE business RISK under

YOUR own NAME. Society will reward your responsibility, equity, and
leverage.
40.An army of ROBOTS is FREELY AVAILABLE – it’s just packed in for
heat and space efficiency. USE IT.

41.If you CAN’T CODE, WRITE BOOKS and BLOGS, record VIDEOS
and PODCASTS.

42.READING > listening. DOING > watching

43.SET and enforce an aspirational PERSONAL HOURLY RATE. If fixing

a PROBLEM will save LESS THAN your, IGNORE IT. If outsourcing
a task will cost less than your hourly rate, outsource it.

44.RETIREMENT is when you STOP SACRIFICING TODAY FOR an

IMAGINARY TOMMOROW. When today is complete, in and of itself,
you’re retired.

45.The WINNERS of ANY GAME are the people who are SO ADDICTED
they CONTINUE PLAYING EVEN as the MARGINAL UTITLITY
from winning DECLINES.

46.PEOPLE are oddly CONSISTENT. KARMA is JUST YOU,

REPEATING your PATTERNS, VIRTUES, and FLAWS until you
finally GET WHAT YOU DESERVE. Always pay it forward. And don’t
keep count.

Entrepreneurship & Start-up:

1. Choosing which GAME you want to PLAY? (MARGIN Profile,

COMPETITION, Level of DIFFICULTY, Level of your SKILL)

2. ENTREPRENEUR = GAMBLER who has CHIPS (Time & Energy)

3. BILLION DOLLAR BUSINESS = Have MORE INFORMATION

ASSEMTRY
4. INSTINCT > Habit

5. VALUE is PAIN ALLEVIATION.

6. TRUE PRACTICE begins with WHAT the PLAYER BRINGS TO the

PRACTICE.

7. When you write, do your words merely reach the listener’s ears, or do they
PENETRATE his HEART?

8. They will come because THEY KNOW that what they will learn from you
they CANNOT LEARN FROM ANYONE ELSE.

9. They will come because you are ONE OF A KIND.

10.BELIEF + SKILLSET + CHARACTER TRAITS =

ENTREPRENEUR

11.SKILL x TIME = MASTERY

12.The correct path is typically a tributary off the wrong one.

13.If you want to make SHITLOAD of MONEY, go to PRIVATE

OWNERSHIP or franchise.

14.If you just want to make HIGH INCOME, SELL INFORMATION

(high margins, aka… High paying job.)

15.Life is long, see WHAT YOU DON’T LIKE, CUT IT OFF, see WHAT
YOU LIKE, ADD MORE, repeat.

16.Give as much information as possible. People are LAZY, they STILL

WANT YOU TO DO FOR THEM, don’t worry.

17.It isn’t about the GOAL, it’s WHO you BECOME IN the PROCESS.

18.What ACTIVITY I NEED to do so that it’ll be UNREASONABLE I will

make progress. (Do it long enough.)
19.Ask yourself: “What the ONE THING you CAN DO that will make the
REST of the things NOT MATTER?” DO THAT!

20.Big goals don’t make you different. BIG WORK does.

21.BUSINESS IS like a MACHINE. (INPUT ≠ OUTPUT) “Great business

= MINIMUM INPUT, MAXIMUM OUTPUT”

22.WORK HARD SO you can GET SMART … THEN WORK

“SMARTER NOT HARDER.” Or JUST WORK HARD and SMART
and beat everyone limiting themselves to one or the other.

23.You’ve got one life, get everything you want from it, it’s your
BIRTHRIGHT!

24.TAKE ACTION, DON’T ONLY READ.

25.TRUST your OWN JUDGEMENT.

26.SEEK PAIN and DISCOMFORT. It is a compass.

27.NEVER TOLERATE MEDIOCRITY. Be disgusted by it.

28.If you want to be part of a great tech company, then you need to be able to
SELL or BUILD. If you don’t do either, learn.

29.LEARN to SELL, LEARN to BUILD. If you can DO BOTH, you will

be UNSTOPPABLE!

30.There are NO GET-RICH QUICK SCHEMES. Those are just someone

else getting rich off you.

31.Apply SPECIFIC KNOWLEDGE, WITH LEVERAGE, and eventually

you will get what you deserve.

32.When you’re finally wealthy, you’ll realize it wasn’t what you were
seeking in the first place. But that is for another day.
33.PRODUCTIZE YOURSELF.

34.If you’re looking toward the long-term goal of getting wealthy, you should
ask yourself, “IS THIS AUTHENTIC TO ME?” Is this myself that I am
projecting?” And then: AM I PRODUCTIZING MYSELF? AM I
SCALING IT? AM I SCALING IT WITH LABOR or with CAPITAL
or with CODE or with MEDIA?” So it’s a very handy, simple mnemonic.

35.WEALTH is the THING YOU WANT. WEALTH is ASSETS that

EARNS WHILE you SLEEP. WEALTH is the FACTORY, the
ROBOTS, CRANKING OUT THINGS. Wealth is the COMPUTER
PROGRAM that’s RUNNING at NIGHT, SERVING other
CUSTOMERS. WEALTH is even MONEY IN the BANK that is being
REINVESTED into other assets, and into other businesses.

36.SOCIETY will PAY you FOR CREATING the THINGS IT WANTS.

37.Then, you have to figure out how to scale it because if you only build one,
that’s not enough. You’ve got to BUILD THOUSANDS, or HUNDREDS
of THOUSANDS, or MILLIONS, or BILLIONS of them so
EVERYBODY can HAVE ONE.

38.SALES SKILL are a form of SPECIFIC KNOWLEDGE.

39.SPECIFIC KNOWLEDGE CANNOT be TAUGHT, but it CAN BE

LEARNED.

40.SOCIETY, BUSINESS, & MONEY are downstream of

TECHNOLOGY, which is itself DOWNSTREAM OF SCIENCE.
Science applied is the engine of humanity.

41.You can GO TO the INTERNET, and you can FIND your AUDIENCE.
And you can BUILD a BUSINESS, and CREATE a PRODUCT, and
 BUILD WEALTH, and make people happy just uniquely expressing
yourself through the internet.

42.ESCAPE COMPETITION through AUTHENTICITY.

43.If you are fundamentally BUILDING and MARKETING something that

is AN EXTENTION OF WHO YOU ARE, no one can compete with you
on that.

44.The best jobs are either decreed nor degreed. They are CREATIVE
EXPRESSIONS of CONTINOUS LEARNERS in FREE MARKETS.

45.The MOST IMPORTANT SKILL for GETTING RICH is becoming a

PERPETUAL LEARNER.

46.It’s much more important today to be able to become an EXPERT in a

BRAND – new field in nine to twelve months than to have studied the
“right” thing a long time ago.

47.Knowing how to be PERSUASIVE when speaking is far MORE

IMPORTANT THAN being an EXPERT DIGITAL MARKETER or
CLICK OPTIMIZER. FOUNDATIONS are KEY. It’s much BETTER
to be a 9/10 or 10/10 on FOUNDATION than try to get super deep into
things.

48.You do need to BE DEEP IN SOMETHING because otherwise you’ll be

a mile wide and an inch deep and you won’t get what you want out of life.
You can only achieve MASTERY in ONE or TWO THINGS. It’s usually
things you’re obsessed about.

49.They’ve STUCK with the BUSINESS and shown themselves (in a visible
and accountable way) to be HIGH-INTEGRITY people.

50.COMPOUND INTEREST also happens in your REPUTATION.

51.If you have a sterling REPUTATION and you KEEP BUILDING IT for
decades upon decades, PEOPLE WILL NOTICE.

52.When you find the RIGHT THING TO DO, when you find the RIGHT
PEOPLE TO WORK WITH, INVEST DEEPLY. STICKING IT FOR
DECADES is really how you make the big returns in your relationships
and in your money. So, COMPOUND INTEREST is very important.

53.When it comes to the goal-oriented life, ONLY about 1% of the

EFFORTS you made PAID OFF.

54.When you’re studying something, like a GEOGRAPHY or HISTORY

CLASS, and you realize you are never going to use the information, drop
the class. It’s a waste of time. It’s a WASTE of your BRAIN ENERGY.

55.Intentions Don’t MATTER. ACTIONS Do.

56.EMBRACE ACCOUNTABILITY and take business risks under your

own name. Society will reward you with responsibility, equity, and
leverage.

57.There’s not really that much to fear in terms of failure, so you should take
on a lot more accountability than ever.

58.If you don’t OWN A PIECE OF A BUSINESS, you don’t have a path
towards FINANCIAL FREEDOM.

59.REAL WEALTH is built through not renting out your time for money.
It’s about OWNING an EQUITY in a company.

60.The INPUT must NOT be TIED to the OUTPUT.

61.FOLLOW your INTELLECTUAL CURIOSITY more than whatever is

“hot” right now. If your curiosity ever leads you to a place where society
eventually wants to go, you’ll get paid extremely well.
 62.Types of LEVERAGE – LABOUR, MONEY

63.Forget rich versus poor, white – collar versus blue. IT’S NOW the
LEVERAGED vs UNLEVERAGED.

64.You’re NEVER going to GET RICH RENTING out your TIME.

(What you want in life is to BE in CONTROL of your TIME. You want to get
into a LEVERAGED JOB where you CONTROL your own TIME and you’re
TRACKED on the OUTPUTS. Especially if they don’t know how you did it
because it’s INNATE to your OBSESSION on your SKILL or your INNATE
ABILITIES, they’re going to have to keep paying you to do it.

65.EARN with your MIND, NOT your TIME.

66.You start as a salaried employee. But you want to work your way up to try
and get HIGHER LEVERAGE, more ACCOUNTABILITY, and
SPECIFIC KNOWLEDGE.

67.We waste our time with short-term thinking and busywork. Warren Buffet
spends a year deciding and a day acting. The act lasts decades.

68.BEING at the EXTREME in your ART is very important in the age of

leverage.

69.SOLVE via ITERATION, then GET PAID via REPETITION.

70.VALUE YOUR TIME at an hourly rate, and ruthlessly spend to save time
at that rate. You will never be worth more than you think you’re worth.

71.No one is going to value you more than you value yourself. You just have
to SET a very HIGH PERSONAL HOURLY RATE and you have to
stick to it.

72.If you can HIRE SOMEONE to do it for LESS THAN YOUR HOURLY
RATE, hire them.
73.You have to SAY NO TO EVERYTHING and free up your time so you
can SOLVE the IMPORTANT PROBLEMS.

74.FIND work that feels like PLAY.

Billion Dollar Decision Making Heuristic:

1. YOU ARE A MACHINE WITHIN A MACHINE. C + PE^T = D (C =

Current State, P = Plan, E = Execution of the Plan, T = Time, D = Dream)

2. Success is about MAKING DECISION + GIVING YOURSELF

PERMISSION TO ACT (The QUICKER you do, the BETTER your
life!)

3. Your ability to SPOT an UPCOMING PROBLEM way before others in

the marketplace is the highest leverage task you can do.

4. BUY back you TIME. (Use the FREE TIME to DO HIGH LEVERAGE
ACTIVITY/NEEDLE MOVER.)

5. HIGEST ROI ACTIVITY

i. BET YOUR LIFE in FIGURING OUT EXACTLY what people

REALLY REALLY, I mean REALLY WANT where they will
KILL ANYONE to GET IT
ii. Write a SPECIFICALLY PRECISE sales copy that speaks to your
audience’s MIND, SOUL, and PHYSCHE
iii. Provide them with a JACKPOT, THIS IS IT “TYPE” of OFFER

6. ONLY THING THAT REALLY MATTERS = BOOK a Call (Get

Traffic) → CONDUCT Strategy Session (Conversion) → Provide
VALUE (Delivery)
7. Business MASTERY = How much it COST you to MAKE more
MONEY

8. Cost of Acquisition (CAC) : Lifetime Value of Customer (LTV)

9. Business metrics = Traffic x Conversion x Pricing x Churn

10.Spent: MONEY/TIME to make more MONEY

11.First do MORE → BETTER → NEW

12.WORK = Volume x Leverage

13.DOUBLE, TRIPLE, QUADRUPPLE on WHAT WORKS!

14.INPUT = Effort/Time/Capital

15.PROCESS = ITERATED Volume x Leverage

16.OUTPUT = Value/Offer

17.STRATEGY = PRIORITY

18.IDENTITY = INTERNAL set of RULES & BEHAVIORS

19."FOCUS ATTENTION OVER TIME and channel them ON HIGH

LEVERAGE ACTIVITY.”

20.Building WEALTH > Chasing MONEY > INVESTING > SAVING >
ASSETS > CASH

21. Philosophy > Wisdom > Strategy > Tactics

22.The WORK is the GOAL.

23.WEALTH = ENERGY STORED = INFORMATION ASSEMTRY

24.MONEY = STORED TIME & ENERGY of anybody who is

WILLING to ACCEPT your money
25.If you MINIMIZE what is COST to MAKE MONEY, you’ll make a
SH*T ton of money!!!

26.There is NO SKILL called “BUSINESS.” Avoid business magazines and

business classes.

27.Know you DATA so you can SCALE.

28. FOCUSED ATTENTION (EXPANDED CONSCIOUSNESS) > time

29.Study MIRCOECONOMICS, GAME THEORY, PSYCHOLOGY,

PERSUASION, ETHICS, MATHEMATICS, and COMPUTERS.

30. All business problems are SOLVABLE with SKILLS.

31.All SKILLS are ATTAINABLE with REPETITION and FEEDBACK.

(Once you have the skill you can do it in LESS TIME so you can get
MORE TIME BACK, it is much EASIER to MAINTAIN the skillset
than to build from scratch.)

32. CORE business activities:

MORE Customers Make them WORTH MORE

• MORE Traffic • RAISE your price
• Higher CONVERSION % • BUY MORE TIME (reduce churn)
33.To GROW a business:

Grow a Business

Get MORE customers Make them WORTH

(CAC) more (LTV)

RAISE prices,
Get MORE DECREASE price of
traffic/attention/eyeballs good sold, GET people
to BUY MORE STUFF
MORE TIME

• Advertise • RAISE price: Grow a PAIR &

MORE/BETTER DECIDE

• Higher Conversion Rate: • Buy MORE TIMES: (decrease

Practice SALES/Improve churn) = reach outs, exit
Offer/Remove ALL interviews, prepayments, OB,
RESISTANCE to say NO fast results, events

• You advertise BETTER by

advertising MORE.
Excellence comes from
REPETITION.

• DO SO MUCH that it
would be Laser
Distracted Beam
UNREASONABLE that
you would suck after doing Focus
that much.
34.$Billion Dollar Decision Making Heuristic:

Are we SOLVING to get MORE CUSTOMERS?

Are we SOLVING to get MORE MONEY PER CUSTOMER

(LTV)

Are we SOLVING for how long/likely the 2 above will

happen? (ENTERPRISE VALUE)

Hypothesis (Assumption) If I do xxx, I get yyy.

Define PROBLEM → Set Hypothesis

(If xxx, then yyy.)

What I think I am going What I think is going to

to do... happen…
 35. 4 Problems to Solve to make $$$:
Problem 1:
Finding your Customers

In the beginning, sell to Everyone (0% Data)

$1M-$3M PROBLEM
• Operational COMPLEXITY
• A LOT OF Customers
• DIFFERENT needs
• DIFFERENT promises
• DIFFERENT price points
• And it’s JUST YOU

Say NO to people who are NOT the “Ideal Customer”

Ideal Customer

Which of these Which of these Which of these Which of these

people do I people spend the people do I have was the
LOVE? MOST the HIGHEST EASIEST TO
MONEY? OPERATIONAL DELIVER on?
PROFIT from?
 ONLY serve them, ELIMINATE the rest 99%

You already have the INFRASTRUCTURE, just say NO and

serve ONLY your IDEAL CUSTOMER

Direct Response Ad: I DON’T NEED YOUR MONEY

Don’t give me your money if
You’re XYZ
ABC…
But, if you’re “DEF”…
I am your SERVANT!

Attract MORE OF
THAT type of customer
CHARGE a PREMIUM
PRICE even at a more
OPERATIONALY
EFFICIENCY = (Higher
PRICE, lower
MARGIN%)
Problem 2:
Charge TOO LITTLE or Pay TOO MUCH

Your COMFORT is your competitor’s ADVANTAGE

Charge HIGH $$$

Just Tell the TRUTH, whether it’s your customer or employee

Problem 3:

OVER-EXPANDING

Product Market Fit

Every PROBLEM
SOLVED

QUALITY experience

SOLVE all PROBLEM FIRST, then only EXPAND

Problem 4:

FOCUS

NO, I’m just going to KEEP DOING the THING that I’ve
been DOING for 10 years and I KNOW the GOOD, BAD.
But, I KNOW them BOTH.
And I KNOW where my DEFICIENCIES and I just need to
do these THINGS BETTER for the next 6 months.

COMMITMENT = Elimination of ALTERNATIVE

Problem 5:
You have a PRODUCT, NOT a BUSINESS

Business = Asset/Self Sustaining

At the HIGHEST LEVEL, you MANAGE a handful of VERY

INTELLIGENT people who do their jobs on your behalf with
a lots of LEVERAGE.
 7 Stages of Value:

This truly holds next to NO

VALUE and is why web design, Awareness
branding, & ‘creative’ agencies
struggle to get clients.

Another incredibly WEAK form of

VALUE. This is why SEO Traffic
Agencies struggle to get clients.

Leads are VALUABLE but ONLY IF

the business has a METHOD to BOOK Lead
them into APPOINTMENTS or if the
leads are SUPER QUALIFIED (lead
value scales with quality)

Now, we are COOKING. Booked

appointments are QUITE VALUABLE to a Appointment
business as they INDICATE MORE
INTENT for the prospect to purchase.

Shows are SUPER VALUABLE. This Show

is when a QUALIFIED PROSPECT
actually walks through the door, RIPE
FOR CONVERSION.

MONEY TRANSACTED. The

PUREST FORM of VALUE for a Close
business. MONEY IN, ideally at a
return on their investment.

When a customer BUYS AGAIN,

KICKING UP the LIFETIME VALUE Repeat
(LTV) and boosting PROFITS. The Purchase
MOST VALUABLE THING.
 Billon Dollar Persuasion and Marketing:

1. Market > Format > Structure > Story > Hooks > Mechanism > Close

2. Market > Offer > Copy > Persuasion

3. Biology > Sociology > Psychology

4. Attention → Curiosity → Interest → Desire → Suggestion → Demand

→ Action → Questioning Seriousness → Demand Again

5. MARKET ↔ MESSAGING MATCH = Funnel Success

6. Successful Ad = Information COMMUNICATED → Processed →

Believed → Acted Upon

7. Connection → Consumption → Change Work → Conversion → $

8. People ONLY give you $$$ in SOLUTION STATE

9. All human are SEEKING ‘THAT’ FEELING

10. CONVERSION HAPPENS when you GET INTO THE STRUCTURE

of DECISION MAKING MODEL and KNOW HOW SOMEONE
“KNOW” IF THEY SHOULD BUY

11. CREATE DOUBT in their BELIEF and you can CRACK that BELIEF

12.CHANGE WORK = GETTING INTO the MIND (Alter

PERCEPTION/MOODS/FEELINGS/EMOTIONAL
STATE/RESOURCEFULNESS)

13.Your CUSTOMERS are your GREATEST ADS and your AUDIENCE

is your best AD NETWORK.

14.SUGGESTION > convincing. RECOMMENDATION > insisting.

15.I’m NEVER SELLING. They’re JUST BUYING. That’s the game.

16.Marketing = CHANGE WORK

17.Marketing = Your word CREATES a MONOLOGUE in PEOPLE’S

MIND

18.Marketing = PAINTING PICTURE in people’s MIND

19.GREATEST OFFER = Make them LOSE AWARENESS = NO

TIMELINE

20.GREAT Marketers = Set “FRAMEWORKS/PARAMETERS” that

makes it EXTREMELY OBVIOUS for people to BUY!

21. EXTREME level conversion happens the moment your marketing HITS
MULTIPLE DEEP BIOLOGICAL-SOCIOLOGICAL-
PSYCHOLOGICAL elements that SWITCHES readers into “BUYING
STATE”

22.People have built a THICK WALL of IDENTITY AROUND them.

23.MARKETING is… MESSAGING is… COMMUNICATION is…

INFLUENCE.

24.Influence = trying to GET “IN” someone’s MIND and FLOW in IDEAS,

THOUGHTS, CONCEPTS.

25.ALL MARKETING comes down to ONE THING — PAINTING

PICTURE and MOVIES in people's MINDS that they PLAY, REPLAY,
and WATCH OVER and OVER.

26.When it comes to advertising, marketing and sales — you're RARELY (if

ever) TALKING to the PERSON. You're often times TALKING TO
their BELIEF SYSTEMS.

27.BELIEF SYSTEM → REGULATOR + GOVERNOR = Keep us SAFE

(That’s why you BUILD RAPPORT, TRUST)
28.You're never walking away from something or someone. You're always
WALKING TOWARDS SOMETHING or SOMEONE else that's
BETTER for you.

29.PERCEPTION (“THE THING” that gives a FEELING) > Reality

Billion Dollar Copywriting:

1. YOU vs AD
Mastery
Mastery YOU vs AD
Mastery YOU vs AD
Mastery YOU vs AD
Mastery YOU vs AD
Mastery YOU vs AD

2. Copywriter is someone who STICHES UP INDISUPTABLE

NARRATIVE which is INEVITABLY LEADS TO a BUYING
MODE…

3. What are you OFFERING that NO ONE else is able to offer?

4. What are you BRINGING that NO ONE else can bring?

5. Brand = Things audience KNOW --- POSITIVE ASSOCIATIONS ---

Things audience DON’T KNOW

6. You don't sell products or services. You sell CERTAINTY.

7. You don’t sell products or services. You sell DECISIONS and GOOD
FEELINGS about the decision.

8. Once you REMOVE the WORDS- you’ll FIND EMPATHY that you’re
looking for to use in copy. (Learn to SEE the WORLD WITHOUT
WORDS, AND THEN when you do USE WORDS, they’ll be that much
more impactful.
9. GREAT COPY IS about the QUALITY of PERSUASION and
ARCHITECTURE of BELIEF.

10.Your FRAME OF CONVICTION should be wrapped around the copy.

11.The FRAME of COPYWRITING are…

• “This is WHAT I WANT TO SAY”

• “This is the CONVICTION I have for this IDEA”
• “This is HOW IMPORTANT it is TO ME is HOW I THINK it
could BENEFIT this business”

12. Write like your ONLY OPTION is 100% CONVERSION.

13. When writing copy, go OUTLANDISH FIRST, then DUMB IT DOWN.

14. MATCH your copy tone at WHERE THEY’RE CURRENTLY AT…

15.If you can EXPLAIN somebody PROBLEM BETTER THAN THEY

CAN, they will SUBCONSCIOUSLY credit you with HAVING the
SOLUTION

16.BACK END = CONSISTENTLY + DELIBERATELY +

RELENTLESSLY PROVIDING for the customer

17.FRAME = KNOWING WHAT YOU REALLY WANT + KNOWS the

logical order of WHAT’S MOST IMPORTANT to them.

18.What STATE OF CONSCIOUSNESS do I need to evoke in my customer

so he/she makes the DECISION to buy my stuff.

19.COPY MASTERY is being able to have THEM CONNECTING THE

DOTS, FORM IDEAS, and GENERATE FEELINGS OUT OF YOUR
WORDS – not you having to do it for them.
20.WORDS = CODE = MEMORIES = create IMAGE in the MIND

21.GREAT COPY= MIND VOICE

22.GREAT COPY= TRANSFER OF INFORMATION for SPECIFIC

PURPOSE of INFLUENCING the DECISION to COMPLY TO the
BEHAVIORS SUGGESTED/COMMANDED.

23.OFFER = A PRODUCT that does a SERIES of CHANGE WORK

24.SALES COPY = RELATE/RELATIONSHIP with your prospect

(BUILD RELATIONSHIP/TRUST)

25.SALES COPY = TALK to them LIKE a REGULAR PERSON

26.SALES COPY = WRITE like you TALK, TALK like you WRITE

27.ENTER into the CONVERSATION people ALREADY have in their

MIND.

28. ‘A-listers’ VERY QUICKLY FIGURE OUT what people NEED TO

KNOW, SEE, HEAR, UNDERSTAND before they make a DECISION.

29. ‘A-listers’ HIJACK YOUR EMOTION to ELEVATE your STATE

and then PITCH.

30. ‘A-listers’ so FOCUSED on studying HOW PEOPLE THINK and

HOW THEY ACT and HOW THEY FEEL and WHAT THEY DO.

31. ‘A-listers’ study EPISTEMOLOGY and HOW ‘CERTAIN WORD’

has ADVANTAGES and DISADVANTAGES and DISTANCE
CONTROL… They are so many NUANCES that gets somebody to be
INFLUENCED by whatever PERCEPTION you’re putting.

32. BACK DOOR OF THE HUMAN MIND…

• STORIES
 • IDEAS
• CONVERSATIONS
• ARGUMENTS

Billion Dollar Sales and Closing:

1. Once you can CREATE the JUSTIFICATION, then you CREATE the
SALE.

2. The WANT is the DESIRE, and the NEED is the PERMISSION.

3. JUSTIFICATION should ADVOCATE for the OUTCOME.

4. JUSTIFICATION = EXPLAINATION of the PERMISSION THEY

GIVE to THEMSELVES.

5. Be a FEROCIOUS RESOLVER

6. SELLING is UNTANGLING the LIMITING PARTS of BELIEFS that

PREVENTS them from MAKING DECISIONS that would HELP them

7. SELLING is HELPING someone to ORGANIZE their THOUGHTS,

FEELINGS, & STATE and UTILIZING the BEST PARTS of those

8. SELLING is GETTING SOMEONE to INTELLECTUALLY

ENGAGED in a FUTURE RESULT that’s GOOD FOR THEM and
getting them to EMOTIONALLY COMMIT to TAKE ACTION to
ACHIEVE THAT RESULT

9. ELITE CLOSER =
• TALK like a FRIEND
• LISTEN like a PSYCHOLOGIST
 • ASK QUESTIONS like a TEACHER
• FOCUS on TONALITY like an ACTOR
• BUILD TRUST like a FRIEND
• UNDERSTAND MOTIVATION like a PSYCHOLOGIST
• GUIDE the CONVERSATION like a COUNSELOR

10.STUDY THESE (to become a TOP 1% earner in SALES):

• TONALITY
• PERSUASION
• NEGOTIATION
• QUESTIONING
• PROBLEM-FINDING
• HUMAN BEHAVIOR
• EMOTIONAL INTELLIGENCE

11.LOGIC is just a LADDER that CONNECTS EMOTION with VALUE.

(Emotion -Logic1- Logic2-Logic3- Value)

12.People WANT to BELIEVE you. They WANT TO BUY. YOU must

HELP their LOGICAL BRAIN to JUSTIFY the DECISION.

13.MARKETING DISQUALIFIES the WRONG LEADS and SALES

QUALIFIES the RIGHT LEADS

14.SELLING happens BEFORE you ASK, CLOSING happens AFTER.

15.It’s EASIER to HANDLE OBSTACLES than OBJECTIONS. (before

you ask rather than after.)
16.That being said, EXPECT and PLAN for NO. It is NOT FAILURE, it is
EXPECTED. STOP being SURPRISED!

17.If you DIDN’T get a GASP FROM the PRICE TAG, you DIDN’T GO
HIGH ENOUGH.

18. Your FIRST IMPRESSION, and the EXPECTATIONS you SET

DICTATE the RELATIONSHIP.

19. SELLING = HELP prospects MAKE DECISION to HELP

THEMSELVES

20. KEEP the PROSPECT, NOT the SALE, as the PRIORITY. IT’S NOT
ABOUT YOU.

21.If they OBJECT, SEEK TO UNDERSTAND, NOT to ARGUE or BE

“RIGHT”.

22.MAINTAIN CHILDLIKE CURIOSITY in all times.

23.CLOSING IS A DANCE, NOT A FIGHT. It is SEDUCTION, NOT

RAPE.

24. SELLING = TRANSFERENCE OF BELIEF over a BRIDGE of

TRUST (MUST have BELIEF in order to TRANSFER IT)

25. You can only BUILT TRUST IF you GENUINELY WANT to HELP.
(And humans are exceptionally good at sniffing out intention.)

26.BELIEF and TRUST are CONTINUUMS, NOT BINARIES. Treat them

accordingly.
27. CLOSER AKS HARD QUESTIONS because they GENUINELY
CARE.

28.The person WHO CARES THE MOST about PROSPECT WINS the
DEAL.

29.RECORD all your SALES. ALWAYS.

30. The GOAL of CLOSING is to GET SOMEONE TO DECIDE, NOT to

BUY.

31. POWER = ABILITY to DIRECT or INFLUENCE PEOPLE. If you

WANT to BE POWERFUL, you MUST LEARN this SKILL.

32. SELLING = ENGAGE lead → QUALIFY lead → SOLICIT Sale →

CLOSE Sale

33. WHY CLOSING? (10% - NEVER GOING TO BUY- Don’t dwell on

these, 80% - Need HELP DECISING – This is WHY we train!, 10% -
Lay Down SALES – Don’t FK This Up!)

34. SALES = HELPING someone to MAKE DECISION to HELP

THEMSELVES DOES NOT MEAN BUYING FROM YOU. (It means
KEEPING THEM and THEIR GOALS at the CENTER of the
DECISION.)

35. YOU should be HAPPY if SOMEONE MAKES a DECISION for

THEMSELVES INDEPENDENT of WHETHER they CHOOSE to
WORK WITH YOU OR NOT.
36. YOU UNDERSTAND HOW TO MAKE “HIGH STAKES”
DECISIONS and HOW to HELP YOUR PROSPECTS DO THE
SAME, in order to BEST SERVE THEM.

37. OBSTACLES = a THING that BLOCKS one’s WAY or PREVENT or

HINDER PROGRESS.

38.OBJECTION = an EXPRESSION or FEELING of DISAPPROVAL or

OPPOSITION: a REASION FOR DISAGREEING.

39. SALES BELIEF = The PRODUCT will GET THEM to their GOAL the
WAY THEY WANT TO GO → YOU, and OTHERS WILL SUPPORT
them → It will WORK for THEM, NOT JUST EVERYONE ELSE.

40. SELLING THESIS = You must provide PROOF so the it would BE

MORE UNREASONABLE to NOT BELIEVE than TO BELIEVE.

41.In Sales and Closing, all OBJECTION HANDLING is done via the
MODIFICATION of RELATIVITY between TWO OBJECTS of
VALUE.
 Advanced Level Game & Relationship Dynamic:

1. Women WANT WHAT THEY WANT.

2. Women WANT WHAT OTHER WOMEN WANT. (PRESELECTION

increases ATTRACTION)

3. Your ATTRACTION to her DOES NOT INCREASE her

ATTRACTION to you.

4. Be ATTRACTIVE, Don’t be LESS ATTRACTIVE.

5. What SHE finds ATTRACTIVE is WHAT will make HER LIKE YOU.

6. TRUE CONFIDENCE is when a MEN is GROUNDED with his

TRUTH and EXPERIENCE the PRESENCE of the FEMININE
WITHOUT any sense of ATTACHMENT. (NOT AVOIDANCE but
mere EXPERIENCE)

7. WOMEN LOOK men THROUGH the FEELINGS they HAVE FOR

US.

8. Men offer women their REOURCES like TIME, ATTENTION,

RELATIONSHIP ACCESS, LIFESTYLE ACCESS, STATUS
SHARING.

9. SEXUAL MARKETPLACE is like a DORK (a place where the SHIPS

are PLACED)

10.FEATURES of the SHIPS VARIES across CULTURES.

11.In the DORK, there are CAPTAIN and PASSENGERS. (These roles are
GENDER NEUTRAL NOW)
12.Being a CAPTAIN is HARD! It’s 10 years of relentless WORK and
there is NO GUARANTEE you’ll get there.

13.CAPTAIN > passengers (Supply & Demand)

14.CAPTAIN = BUILD a BOAT → LEARN to SAIL → PLOT a

COURSE

15.To BUILD a BOAT, you need KNOWLEDGE and RESOURCES.

16.KNOWLEDGE = HOW things WORK/ARE.

17.LEARN to SAIL = SKILL to MAKE a SHIP MOVE in a STORM.

18.MASTERY = ABILITY to MAINTAIN COMPOSURE in the midst of

a CRISIS.

19.To WIN in the SEXUAL MARKETPLACE, you need to MASTER

SEDUCTION and FRAME MANAGEMENT.

20.Every RELATIONSHIP has 3 PHASES. (ATTRACTION →

NEGOTIATION → MAINTENANCE)

21.LACK of SEDUCTION = INABILITY to MOVE an INTERACTION

in the DIRECTION of SEXUAL ENCOUNTER

22.If you are GOOD at SOMETHING, TELL the WORLD WHAT YOU
GOOD at. (LIKE a $$MILLION DOLLAR LOCKED in a VAULT
UNDER the SEA)

23.Once ATTRACTION DONE, once NEGOTIATION DONE, then

FRAME CONTROL to SET BOUNDARIES and EXPECTATION.

24.FRAME = ABILITY to MAINTAIN AUTHORITY and DIRECTION.

25.How to ATTRACT the MOST passengers as a CAPTAIN? (Offer an

ATTRACTIVE LIFESTYLE)

26.WOMEN DON’T WANT MEN, they WANT WHAT the MAN CAN
BRING.

27.PRESENT different POSSIBILITY = MAKE women to FANTASIZE

what she might HOPE TO EXPECT by COMING ON YOUR BOAT.
28.MOST MEN are WALLPAPERS. The BIGGEST RISK is NOT
TAKING RISK.

29.PERCEPTION > Personal Traits & Nuances

30.It’s OK to be PUT IN A BOX initially, people NEED to make

ASSOCIATION.

31.PEROGATIVES of PASSENGER = INSPECT the SHIP → TEST the

CAPTAIN → EXAMINE the ITINERARY

32.INSPECTION of SHIP happens WAY BEFORE the passenger GET

ON the SHIP.

33.PASSENGER’S TIME for INSPECTION is LIMITED. So,

INCEPTION is DONE AT GLACE.

34. The PASSENGER INSPECTS for the sole PURPOSE of SEEING

whether the SHIP is WORTHY, COMFORTABLE, INTERESTING.

35.Another INDICATOR of a GREAT CAPTAIN is looking at the SIZE

OF THE CROWD. (I don’t have the TIME to do the due-diligence,
SOMEONE must have DONE it, so that MUST BE a BOAT WORTH
checking out.)

36.TESTING the CAPTAIN = CULTIVTE ARBITRARY DIFFICULTY

on land (also known as SHIT TEST = INDICATOR of HIGH
INTEREST) – (Way to handle for CAPTAIN = EMOTIONAL
INDIFFERENCE and WILLINGNESS TO APPLY
CONCEQUENCE)

37.Any MARKET requires ANTAGONISM and COMPETITION.

38. ANTAGONISM = The INTEREST of both PARTIES are NOT

ALIGN.

39. PASSENGER → Planning to book a flight → Due diligence →

COMPARE your OPTION to ALL OPTIONS → I want the MOST
DIRECT flight, for the CHEAPEST possible, most COMFORT→
Choose your SINGLE BEST OPTION → A PASSENGER CAN
ONLY be on ONE FLIGHT at a time.
40. CAPTAIN → HIGHEST PAYING, most OBEDIENT, want to CRAM
AS MANY AS POSSIBLE.

41. For MEN, it’s BETTER to be the BEST OPTION for FEWER
WOMEN > runner up to everybody else

42. MEN will NEVER be more at DISADVANTAGED in the sexual

marketplace THAN they are TODAY.

43.DON’T REWARD BAD BEHAVIOURS. (If she ACTS BADLY, pull

away your TIME, ATTENTION, RESOURCES, RELATIONSHIP
ACCESS, LIFESTYLE ACCESS, STATUS SHARING.)

44.LOVE is the HUMILATED self EXAULTED

45.Women want ATTENTION/COMMITMENT with 0 SEX in return. Men

want SEX with 0 ATTENTION/COMMITMENT in return

46.FRAME = KNOWING EXACTLY WHAT YOU WANT +

KNOWING the logical order of WHAT’S MOST IMPORTANT to
YOU

47.She’s just a PART of your LIFE, NOT EVERYTHING, maybe the 5th on
the list…

48.Girls SLEEP with you because of your LOOKS and GAME, and they
STAY for your LIFESTYLE and AMBITION.

49.YOU SET the FRAME, SHE CHOOSE whether to JOIN OR NOT

50.ALWAYS willing to WALK AWAY, the CONSCIOUSNESS OF
HAVING OPTION makes her WET

51.In your MIND, you should FRAME as ABOVE HER (DADDY

ENERGY) Subconsciously she will pick up

52.BIGGEST sign of INTEREST is COMPLIANCE, ENTERING YOUR

INNER CIRCLE, POSITIVE BODY LANGUAGE, INSTANT
REPLY, FREE UP TIME TO ENTER YOUR FRAME etc.’

53.Always HAVE 2,4, or 6 SIDE-CHICKS to AVOID ONEITIES.

(Subconsciously SIGNAL abundance)

54.STATUS > GAME > MONEY > LOOKS

55.Attractive is PERCEPTION (Women FEEL in love with you)

56.Women are SLAVES to WORDS, Men are SLAVE to PHYSICAL

ATTRIBUTES

57.WOMEN and BUSINESS are SAME. (Business dynamic changes and

Men NEED to ADAPT)

58.COPYWRITING is SIMILAR to TALKING to a WOMEN

59.PRODUCT > MARKETING > SALES > PERSUASION (Focus on

being the BEST VERSION OF YOU and the rest will follow)
60.SEDUCTION is about the OTHER PERSON. Their MIND, EMOTION,
FANTASY etc…

61.SUB-COMMUNICATION is the language of SEDUCTION

62.90% is not about what you say, it’s about WHAT YOU DIDN’T SAY

63.Women don’t really want your MONEY, they want the EXPERIENCE
MONEY BRINGS

64.RELATIONSHIP is the MEDIUM where VALUE is TRANSACTED

65.For long-term relationship, introduce her to your BORING LIFE (GIVE

HER REASON TO LEAVE)

66.Why women SH*T TEST: You want to press the brake, honk and see how
CAPABLE is the car…

67.Women ENTER into RELATIONSHIP with HER PERCEIVED BEST

OPTION

68.Attraction Secret = Your ABILITY to CAPTURE ATTENTION through

EMOTIONAL ENGAGEMENT

69.How to ATTRACT tons of girls: CREATE A SET UP that creates

ANXIETY for SCARCE OPTION (YOU)
70.Once you INGRAINED in her MIND that YOU’LL LEAVE, SHE
WILL STAY

71.Women are like FORK. You NEED them. It's ESSENTIAL but NOT
SPECIAL.