How AI Has Impacted the Marketing Landscape for Fitness Professionals with Richard Toutounji

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Our guest today, Richard Junji.
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Welcome.
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Thank you.
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Great to be here.
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Yeah, I really have to search far and wide to get you, Richard.
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It's been some time, and in fact, we've known each other for on almost 20 years now.
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I remember back in 2007 at a studio in Ruru Beach called Fitness Inside Out.
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And at the time you were you were doing some filming and you were essentially getting people like myself, you know, kind of their message out there.
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So I remember all those years, it was it was a it was a nice indelible imprint.
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And I always thought like one thing about you was your authenticity, and it's remained all these years in terms of you know you holding strong tier values.
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And for those listeners who may know, Richard has been the co-owner of the complete online marketing business.
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He's been a successful entrepreneur for many years, helping fitness, wellness, health professionals understand marketing and really understand their unique messaging, all of the strategies in between.
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So we're thrilled to have you on this episode, Richard.
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Yeah, great to be here.
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Yes, so I remember all those years ago down at Maruber and Eastern Suburbs, and essentially I remember back, you know, asking somebody to put themselves on a camera, and that asked me why do I have to be on camera for 30 seconds?
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That was the question then.
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And that was before obviously the phones, wasn't it?
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Yeah.
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They were really confused of of why they why they had to be on camera and fast forward.
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Now you go into gyms and people are taking selfies and it's the norm, right?
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Yeah.
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So you you really had to educate people because you were ahead of the game.
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And when you're ahead of the game, you have to do a lot of education as well.
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Yeah, they always say you you want to be the you don't want to be in the bleeding edge, you need to be on the leading edge, and sometimes that's that's a really hard hard spot to be at.
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But um but yeah, I remember yeah, going around Australia filming probably 3,000 personal trainers for a director we had back then, and you start to really understand people's fears and frustrations and annoyances and vulnerabilities when you ask them to be on camera, and it really sort of teaches you quite a lot about just about people and especially trainers and fitness industry, how they want to get their message out.
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And you've Richard a stallboard, you've you've been you know, you've had longevity in this game for more than 20 years, and you would have seen you know plenty of different trends come and go.
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And and in fact, now with with AI, which would be part of our message, for those listeners who may be athletes, who may be coaches of sorts for sport and fitness professionals, you know, who are trying to navigate this tricky terrain around being authentic in the way that they use AI and present themselves.
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So we'd we'd love to lead in with that and kind of just get your overall bigger picture on your perspective.
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Because it is an important topic, isn't it?
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Because the world's moving pretty fast now, and the fitness industry is part of that process, athletes, development, and we've worked over the last few years, we've had an agency called ComMarket Leaders, and we've worked essentially what we did is we went into a studio or a gym and we filmed enough content to last for months, and some of those places were athlete development centres, some places in Melbourne.
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Over the time, even into marketing, when you look at cost per leads, when you look at why do some businesses work and others don't, it always comes down to I believe the messaging that you're trying to get out into the marketplace.
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You know, over the last 10 to 15 years, let's say call it 15 years, we were in a silo.
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I think we were in a fitness operators, gym operators, health and fitness sector.
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We we just got on the bandwagon of Facebook ads.
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And all of a sudden it was like, oh, we don't need to do brand, we don't need to talk to somebody, we don't need to even have a great business.
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We can just work with the trend and then throw it on Facebook, a couple dollars, and we're good to go.
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But the market switched so much now, and it's almost like it's coming back.
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I actually think you're right, Tarek.
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Back when we're out there filming a 30-second video profile 20 years ago, essentially we've been doing the same, but in different ways.
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And you look at Facebook and the way that you can get uh better cost or better quality leads, it's always through the creatives, the creatives of the key to get your messaging out there.
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Now with AI, we talk about AI a little bit.
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Now with AI, AI can essentially do a better job than a lot of agencies to get ads launched using different AI AI tools out there.
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And so it always comes back to well, if everything's just easier, if everything's simpler, how do we actually make a difference to ourselves, even in this world of AI?
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And yes, the reason there is some apps out there we can just use our own video and they can AI us up as well.
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So it has gone to that point, but always come back for a second and go, you know, we look we talk about athletes, you know what I mean.
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Athletes, they can watch all the prep videos in the world, but working a lot with athletes in marketing as well.
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I can tell you right now that the best content that we've ever produced that's got hundreds of thousands of views, it's really just for authentic people, authentic athletes sharing their message and being real.
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And so I I essentially don't think, I mean, I'm a marketer, so I can just get fed marketing stuff all day long on my Instagram feeds and Facebook, and it's it's just like really scary out there.
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But that's online when you're actually living in reality day to day, and you're training an athlete, when you're training a human being, at the moment recording this, we're just not there yet.
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So we we sometimes we plan for this future, but then we lose track of what's happening right now in the marketplace.
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The marketplace are real beings, human beings, athletes, young, old, everybody's got desires and frustrations and dreams, and uh, and as a professional, we have to capture those and then figure out how we're gonna serve that client to get their goals.
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Yeah, and I think that's due to the complexity of reality that you know, like AI is presenting us with.
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I mean, we it's never been more complex to be a kid.
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It's never to, you know, you don't just go and play sport anymore, your parents are filming it, they're sticking it on Facebook, you know, your your friends are commenting on it, you're copping heat over it, people are throwing shade on you.
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You know, you've got to deal with all those, as well as play the bloody sport.
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And are you good?
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Are you not good?
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Do you present yourself as good or not good?
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It's complex.
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It's complex for kids, it's complex for athletes, and it's complex for elite level athletes.
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So I'm interested in digging into a word you use there, which is messaging.
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When you say messaging, what do you mean, Richard?
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Oh, when I say messaging, uh essentially it's the message that you want to get out to the world.
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It's what's the one thing that you want to impact the world with.
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Right.
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What's that thing that's gonna leave a legacy and what's that thing that you wake up every day for hungry to change?
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So messaging is really about how you present your authentic true purpose to the world.
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And then I really liked how you talked about not separating reality online, but actually you talked about paradoxally not separating it, and that was the difference that made the difference for the athletes that you work with.
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So if we look at the wider view of, say, the field of human performance, and that includes the fitness industry, sports, it includes recreation like climbing and all that sort of thing.
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You know, what insights have you got for us about delivering your purpose and cutting through on what really is a complex marketplace that, as you said, is changing in the moment, Lisa?
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Yeah, so if you live on purpose every day, and that goes in and out as we transition our ages, our careers, whatever it may be, and what you just said, Tarek, 20 years in this game, and I've essentially I look back and I go, wow, it it may have been different units of it, but I've essentially had that same message, you know what I mean?
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And the message has been don't be the world's best kept secret.
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And I think to answer your question, Jay, the best people out there in the marketplace, and I don't like I'm not a marketer, I'm a strategist, and so all I see out there in the marketplace, I love working with real authentic people.
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If you're a marketer and you have to market something that you don't have a great product for, it's really hard to market, right?
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However, you know, over the years we've had many educational programs, one of them's called Marking Ninjas, and that education program puts people through a process, how to market and how to grow their business.
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And always say that it's one of the easiest jobs because we generally work with somebody who is amazing at what they do.
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That results are 100% there, they have great retention, they have great culture, communities there.
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The only thing that they're not doing is they're not putting that message of their purpose out there for more people to grab it, for more people to say, That's you know, that's what I need to be, because they just relied on referrals, they relied on people to just to spread the good word about them.
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So my you know, my frustration is that why do the greats that may not have the platform, but have a hundred percent, they have a hundred percent proof that what they do is amazing, they need to be out there more.
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They need to be out there more, not just for the marketing aspect of it, for the person that actually needs what they deliver.
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Yeah.
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Because when you really dig around and see who's out there, and you know, you always find those people that are just absolutely amazing at what they do.
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And they're sometimes, you know, people that we need to have in our lives for many years.
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But a lot of the time when you're great, you don't have time to to go out there and market yourself, and that's why I always just say, just be you and essentially start talking and getting someone to ask the right questions, just like you do at anybody's training sessions.
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It's like you get the best out of an athlete, you get the best out of a mum or a dad or a human being, whoever you're training, and so it's like it's the same concept.
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I think that if we run around a business and that we have to turn things, I believe our purpose.
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And I'll give you an example.
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If we live on purpose and we say, yeah, we're gonna live on purpose and we believe purpose, but that's great.
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But I'm also frustrated at the fact that you can live on purpose, but you need to create purpose into dollars.
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If you want to be on purpose 24-7, and that's in your life and that's in your livelihood, and you can make money from that, and I think that's a great thing because more people are gonna be impacted on that versus someone who's just trying to make a dollar and doing a quick marketing campaign on Facebook.
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If you live on purpose, I think you should get it out to as many places as you possibly can.
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And it doesn't mean just being a great, you know, I've had stories where they've decided not to go down the one-on-one coaching road, but instead they've made movies and documentaries and different things that have been able to serve more people.
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And so I think that's the messaging that I have.
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It's not sometimes it's not about having to document everything down, sometimes it's looking at your business in a different way and say, how can I maximize to get out my message out to more people?
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Because it's just like a marketing funnel.
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The more people get out there, and you'll run a podcast like this, and you might have it all for free, but then eventually that that one 0.1% will come and want to partner with you, work with you, or something like that.
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And I think that's where the real magic is.
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I always love understanding where did that person come from?
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And Tariq has said it, you know, just like we've known each other 20 years.
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It's like, well, what happened in 20 years, you know what I mean?
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Like there's always a puzzle, but I always love knowing where did somebody first see you from, you know what I mean?
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It could have been 20 years, you know, and all those in-between moments, and I think what's crucial is, and I've seen it with you, is is that authenticity shows up where you meet the person at.
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You know, you you you you have events, you find an opportunity to talk, and it's not always just this kind of disconnected, I'm only online, I'm I'm I'm limited with how I can communicate with you.
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So, you know, there are numerous ways to be authentic from a perspective of let's get out there, let's let's meet the person, let's have a strategy session, you know, you're a strategist.
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So I've always seen that with you over the years, is that you attend events, you speak at events.
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And I think, you know, again, without going into the why of why people are shy to reflect their best self online, what would be, you know, and we're probably looking at identity crises, right?
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Like Jay, you you alluded to the fact that for a kid, they're not just playing sport, right?
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They there's social media now, and then there's their peers.
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So that that peer pressure could be amplified too.
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All of a sudden, someone said negative something negative about you know their performance or something like that, right?
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In in their basketball match.
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So what what are some other sort of struggles we can pinpoint for fitness professionals, sport coaches, etc., particularly in in this age of AI and the the con the convoluted nature of social media in the sense of portraying this authentic identity?
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Big question.
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I've got two boys, nine and five, and you know, quite recently, you know, one of them's just got an obsessive personality, maybe like me, and you know, when they find when they want to do something, they just go and do it.
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And that can be a positive and a negative thing.
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And essentially it's like, well, you're right, Jay.
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When kids are growing up today, they essentially can just go and research, they can watch documentaries, they they can meet, they can see things that are going on.
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And so I guess there's a big positive to AI into social media, huge, but there's a massive negative.
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And you know, essentially in Australia banning social media from 16, I think is genius.
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And I think the reason being is because kids have pester power, right?
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And as adults you want to give them the best thing.
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And I do think that's one of the one of the good things in in understanding that kids' minds are not developed enough to know the difference between you know what's real and what's not real.
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And even you know, we're looking at it now going, what's AI?
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Is that real?
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Is it not real?
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So it's very much of a question at the moment.
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But I actually think that even adults are getting confused and what's real, what's not.
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You've got these AI videos that say, hey, I'm real, and that kind of stuff.
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But to go back to the answer's question, uh I think the question there remains like what can we do and and what can we do around it?
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I mean, I was giving my example for my son just the other day it happened.
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He came he went to somebody's house and they had a they had a 3D printer, right?
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Nobody is is aware of those things.
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They range between th$300 to$1,000 and you can print any plastic kind of stuff.
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But it wasn't so much, you know, one, it's the comparison, someone else has got that.
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Then two, it's like, is my kid gonna be obsessed with this thing and just go down that path?
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And then is that pester power?
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Hey, you can get it, why can't you get it?
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All those kind of things, and then you go, hey, is it do you see the value in this product or not?
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Is it is it gonna last?
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And then it and then you know, this was going on for a couple of days.
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I go, this is just I wake up in the morning at six dad, this is office works, we can get it now.
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And then I sort of I re-looked it and I go, you know, what what do people do, what do kids do to get this obsession?
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They learn from their friends, they learn from their parents, they learn from people around them.
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I'm their parent, I'm putting him in situations where he can see it, and that's that's cool, right?
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The world's developing, we've got these great products we can do.
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But then I sort of flipped it and I go, okay, you know what what is he also can be obsessed about?
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Is it tennis?
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Is sports and one of them was tennis.
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He's playing tennis at the moment, you know, and and so it's like okay, he wants to get the next tennis racket.
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It's like, hey, are you gonna work for that?
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Play tennis for two turns.
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But recently to get him off, I thought something that wasn't really gonna be amazing for him at this stage of his life, and I thought, well, why don't we triple down on tennis?
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I used Netflix, for example, and said, Hey, there's some really cool shows around tennis players and real documentaries, and there was one on Serena and Venus Father called King Richard.
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And one night I said, Okay, let's watch this.
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And I sat with him and watched it, and it was essentially like I knew that he doesn't say much, but the next day, what does he do in the morning?
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First thing, 5:30, gets his tennis racket out, and he'd be obsessive.
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It so we've got to know that you know, when I was growing up, I didn't have those documentaries, I didn't have that leader that I could follow in a in a sport, did I?
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So we know that these there is some good things out there, but I think as adults, as as coaches, we have to just navigate daylight, listen to these podcasters, for example.
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Like, I don't know, AI is changing every day, and every day I'm speaking to more people, and going to events, Tarek, and listening in because we've got to pa pave the way because there is no way, there's actually no way because nobody's had first hand experience of AI yet.
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So if anybody says this is the way, it's not right.
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I mean, I said the other day I live in Sunshine Coast and I saw in the local paper there was a a robot, 130 centimeters, this is in Sunshine Coast, not a regional city here, walking down the street.
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And essentially, like, I said, Is this fake?
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And it was and my wife said, Oh, that's never gonna happen.
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I said, What you can buy them for$20,000.
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Don't think in five, don't laugh at this.
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In five years, they'll be at our house, and we'll say, Well, that$20,000 spend wasn't that bad.
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They're cooking, they're cleaning, and that kind of stuff.
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So we're in a world that we don't know, but don't laugh what's gonna happen.
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I think we just have to be and going back to this process that we've been in the game for 10, 15, 20, 25 years, and we only can learn from experience.
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We can only learn what's happening.
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But essentially, I I just think that it's it's it's AI, right?
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It's computers, it's what we put out, it's what we decide to watch.
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Yeah, and like anything, we have to navigate, we have to have a new set of rules, we have to talk to people, our community.
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Hey, what do you think?
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What's right?
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If you're a parent, you've got to talk to other parents.
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If you're an athlete and a coach, you've got to talk to other coaches.
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And and depending on where you are, we'll set the new rules and the boundaries.
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However, they'll be pushed back as well on AI.
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They'll be pushed back, no, we're not gonna like social media.
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Hey, we're not gonna have kids to watch when they're 16.
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And I think some may agree or disagree.
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I think for the majority of people, nobody puts these rules in places for kids.
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So I think that's a good thing.
00:18:28.279 --> 00:18:40.680
It may change, and yes, people are gonna sneak the rules and say, Oh, it's just a rule, but at least you try your best in where you are to facilitate the values and the processes that you need to be the best version of yourself.
00:18:40.759 --> 00:18:47.160
And I think that's the only thing that we can do as leaders, as athletes, as parents, as coaches.
00:18:47.319 --> 00:18:50.359
Yeah, we have to keep having these conversations openly.
00:18:50.680 --> 00:18:57.879
I think what I'm hearing from you, Richard, links back to where you started, and that is the purpose drives everything.
00:18:58.119 --> 00:19:08.440
And what you're doing is you're linking, you know, how we handle this is through knowing what our purpose is, through understanding it, and letting that be our guide through this.
00:19:08.519 --> 00:19:10.599
That's what I'm really thinking I'm hearing from you.
00:19:10.759 --> 00:19:14.440
I'm super interested, therefore, in what's your purpose?
00:19:14.599 --> 00:19:18.920
Tell us about your purpose and how you've come to monetize it.
00:19:19.160 --> 00:19:27.480
So I opened a personal training studio when I was 17 and a half, I was in Neutral Bay, it was Matt Church at studio, he's a speaker now.
00:19:27.720 --> 00:19:27.960
Yep.
00:19:28.279 --> 00:19:40.920
So I went in there as a 50% owner of a business partner in there, and I love the concept of I was sort of scared when people walked in the door, would they turn up the next week and do a booking?
00:19:41.079 --> 00:19:46.680
And I was scared on Thursday because it was payday to all my staff that were 10 years older than me.
00:19:46.839 --> 00:19:51.079
And I was scared that I couldn't pay them because there wasn't any automatic bookings back then.
00:19:51.160 --> 00:19:53.240
I was scared that people wouldn't book in and never come back.
00:19:53.319 --> 00:19:55.799
So I was terrified every single week that this would happen.
00:19:55.879 --> 00:19:58.359
I was terrified for two and a half years owning this studio.
00:19:58.519 --> 00:20:03.000
I eventually sold it because I literally was running on hope marketing.
00:20:03.160 --> 00:20:06.599
I hoped somebody walked in the door.
00:20:06.759 --> 00:20:07.079
Yeah.
00:20:07.559 --> 00:20:15.319
And that that really drove me to figure it out, figure out well, how do you not hope somebody walks in the door?
00:20:15.799 --> 00:20:18.440
And I sort of started off that point.
00:20:18.839 --> 00:20:25.079
I'll give you the short story because there's a few stories in here, but I essentially then went to work on cruises.
00:20:25.400 --> 00:20:41.879
I came cruising in America and I came back, wrote a book about kids' health with my wife, and then essentially how I got into what I was doing, I had a corporate wellness company, I had a domain name called corporatewellness.com.au, and at that point, SEO was the way that you got found, right?
00:20:42.119 --> 00:20:44.519
Search engine optimization through Google.
00:20:44.839 --> 00:20:53.879
And I got found by all the multinational organizations only because I ranked number one because I had a great domain name and I knew how to do I knew how to rank it.
00:20:54.359 --> 00:21:09.319
And I was just in my apartment bedroom trying to figure it out here talking to Virgin, Toshibas, BHPs, going massaging them all around the country, only because I learned how to hack a system that was happening at the moment the system's AI.
00:21:09.400 --> 00:21:10.599
Back then it was SEO.
00:21:10.920 --> 00:21:12.119
And then what happened?
00:21:12.359 --> 00:21:20.920
I essentially said, Well, someone asked me one day, they said, Hey, can you show me the massage therapist that's coming to us so we know what they look like when they come in?
00:21:21.000 --> 00:21:23.160
And I said, No dramas, I'll do a video, even better.
00:21:23.319 --> 00:21:30.279
At that stage, I had about a hundred contractors working for me, massage therapists, doctors, nurses that would go to corporate wellness places.
00:21:30.440 --> 00:21:34.680
And so I ended up just recording them all on a video talking about who they were.
00:21:34.759 --> 00:21:38.039
And I said, Hell, if I'm gonna do it for my company, why don't I just open up for everybody?
00:21:38.119 --> 00:21:47.879
So I created a website called Meet Your Personal Trainer, and that's where I sort of essentially went around and filmed everybody's 30-second video profiles around what they did.
00:21:48.119 --> 00:21:52.839
You know, my name is Richard, and I help people, you know, grow their business.
00:21:52.920 --> 00:21:55.160
And I essentially said, you need a 30 second elevator pitch.
00:21:55.240 --> 00:22:06.440
And so I sort of said it so many times, everything kind of went from there marketing, SEO, websites, growth, up until the point of the machines have changed, but the message is always the same, right?
00:22:06.839 --> 00:22:19.400
Get yourself out there to your local area, your community, and That's all what I've always tried to do, help people that are not, don't understand the power of it or how to do it.
00:22:19.559 --> 00:22:25.720
And we've done that through the last 20 years in all different ways through education, through services, through agencies, through partnerships, through events.
00:22:25.960 --> 00:22:35.240
And uh yeah, we I essentially just sold a company recently, Jay, my agency, ComMarket Leaders, which I ran for a good part of 10 years.
00:22:35.480 --> 00:22:38.039
And I'm having the same conversation right now.
00:22:38.440 --> 00:22:46.039
Recording this, I've exited only eight to ten weeks ago, and I was thinking, what's my next move?
00:22:46.200 --> 00:22:47.160
What's my next move?
00:22:47.319 --> 00:22:50.279
And it's kind of going back to where it all started.
00:22:50.359 --> 00:22:52.279
So it's always that hero's journey.
00:22:52.519 --> 00:22:54.279
Because I said, you know, what do I want to do?
00:22:54.359 --> 00:22:57.160
And I and it it sort of sounds like I was on purpose.
00:22:57.319 --> 00:23:00.200
It's just what vehicle do I want to be in with that work.
00:23:01.160 --> 00:23:03.559
I'm hearing your purpose is to help people, yeah.
00:23:04.119 --> 00:23:04.599
Right.
00:23:04.759 --> 00:23:08.920
And yet I hear it's more complex than just helping people, right?
00:23:09.160 --> 00:23:16.359
Well, so I heard how your money type monetized it, but I haven't really heard yet what is the core of your purpose apart from helping people.
00:23:16.599 --> 00:23:21.480
Well, the core of the purpose is to get is to get their greatness out to the world.
00:23:21.640 --> 00:23:21.799
Right.
00:23:22.119 --> 00:23:25.079
That's what I get frustrated with when people Nice.
00:23:25.480 --> 00:23:31.079
I get frustrated by the marketers that know how to market but don't have a great service or product.
00:23:31.319 --> 00:23:31.640
Right.
00:23:31.879 --> 00:23:40.359
And that drives me every day to work with the mums, the dads, the athletes, the ones that are just really wanting to get out there, but they don't know how to market.
00:23:40.599 --> 00:23:42.200
I I just think that's that's not good.
00:23:42.359 --> 00:23:42.839
It's not right.
00:23:43.400 --> 00:23:51.319
Your purpose is to help people get their greatness out there, and your motivation is frustration, which is an interesting link, right?
00:23:51.480 --> 00:23:56.759
We're getting to know you, Richard, you the human being, and that's really what we're interested in.
00:23:56.920 --> 00:23:59.400
What makes you, Richard, really tick?
00:23:59.559 --> 00:24:05.240
And then how can we leverage that for our listener to find that within themselves, you know?
00:24:05.319 --> 00:24:08.119
And so I think this is an extremely valuable conversation.
00:24:08.359 --> 00:24:08.920
Thank you, Jay.
00:24:09.000 --> 00:24:09.400
Appreciate you.
00:24:09.960 --> 00:24:14.200
And you talked about legacy earlier on as part of that messaging.
00:24:14.440 --> 00:24:29.799
So just kind of focusing in and tuning in on that at the moment, like I know about you because I've spent a lot of time with you, and in fact, you you you helped me transition from the business name, Australian Institute of Kettlebells to the Functional Training Institute.
00:24:29.879 --> 00:24:38.759
So you you played a real pivotal part in my journey from business, but you've always known you as a genuine person who wants to help people.
00:24:39.079 --> 00:24:55.000
And what would be like some strategies for professionals out there in sport, fitness, wellness that you could just provide here, like some strategies for those who want to craft their authentic message, you know, and leave that legacy, for example.
00:24:55.160 --> 00:24:56.440
Live and work on purpose.
00:24:56.599 --> 00:24:59.000
If you've got some insights there to share, that would be terrific.
00:24:59.319 --> 00:25:06.279
Yeah, you've given us two really powerful ones, you know, which is to the top, you know, how do I cut through?
00:25:06.359 --> 00:25:10.759
Well, you've got your purpose, and then finding a way to get it to your market.
00:25:10.920 --> 00:25:14.920
But give us three or four real meaty kind of insights.
00:25:15.160 --> 00:25:22.359
And sorry, I'm Richard, I'll preface it by saying that with you know, you could be like Stephen Covey says, duplicitous, right?
00:25:22.440 --> 00:25:26.599
Like the person who in their personal life is different from their their business life, right?
00:25:26.680 --> 00:25:33.640
And the social media is almost the same thing now, like where you know you show up on stage or at a meeting, but how do you show up online?
00:25:33.879 --> 00:25:36.519
And so, how how do we really make those two congruent?
00:25:36.599 --> 00:25:37.559
That's what I want to preface.
00:25:38.359 --> 00:25:42.440
I'm gonna talk to those who know they're great but struggle to get their messaging out.
00:25:42.519 --> 00:25:43.559
It's easier said than done.
00:25:43.640 --> 00:25:44.200
I know that.
00:25:44.440 --> 00:25:47.879
I learned there's two things, just to go back to your question specifically.
00:25:48.200 --> 00:26:05.319
If you're in business and you struggle to get your messaging out there, we worked with a over 50s play so it's called Community Move, they're one of our clients there, and I would probably say they're one of, if not, the one of the greatest, easiest clients to work with in regards to getting content.
00:26:05.480 --> 00:26:09.480
Now, the content didn't come from the business owner, and that's what I want to sort of flag here.
00:26:09.799 --> 00:26:13.720
The content came from their clients, and we call them hero videos.
00:26:14.039 --> 00:26:15.160
Hero videos.
00:26:15.480 --> 00:26:18.519
So the client is the hero, right?
00:26:18.680 --> 00:26:31.400
So if you're trying to attract an athlete, if you're trying to attract a certain type of avatar, a mum, a dad, or someone in the senior sector, what you want to do is you want to give your client the opportunity to talk about the business.
00:26:31.480 --> 00:26:33.160
What happened when you came here?
00:26:33.400 --> 00:26:34.680
How do you feel?
00:26:35.000 --> 00:26:40.759
And instead of you talking about how you would, your clients do, because your clients know you inside out.
00:26:40.839 --> 00:26:45.799
And the hero video, what it does, it positions you as brand, it helps the brand get out there.
00:26:46.039 --> 00:26:53.879
It also talks about the details of how they got the results, and then it's an amazing part of the funnel where at the end they go, This is a great place to train.
00:26:53.960 --> 00:26:55.480
Look at me, I was here and now I'm here.
00:26:55.640 --> 00:26:58.519
Like there's no better marketing ever in history than this.
00:26:58.680 --> 00:27:02.680
And so the ones that have clients, if you have a client, you can do this.
00:27:02.759 --> 00:27:10.440
If you have five clients, you could do this, and you could you know interview those five clients literally 30 seconds on and just just a camera, right?
00:27:10.519 --> 00:27:14.279
Just a camera, and just ask them, what are they, what did you get out of training here?
00:27:14.440 --> 00:27:15.480
Where were you before?
00:27:15.720 --> 00:27:16.519
Where are you now?
00:27:16.680 --> 00:27:19.480
It's not a testimonial, it's a hero's journey.
00:27:19.720 --> 00:27:26.119
So you're marketing to somebody who essentially is just like you, and they go, Oh my gosh, that's me, that's me, that's what I'm like.
00:27:26.759 --> 00:27:38.519
And that content, those content pieces are what we call top of the funnel and in the middle of the funnel because we're we're teaching people, we're educating them what you can do, but we're also positioning the brand piece.
00:27:38.680 --> 00:27:42.519
And you can't do those if you don't have clients.
00:27:42.680 --> 00:27:45.240
You can't do those if you're not getting great results.
00:27:45.319 --> 00:27:49.319
And so the people listening to this podcast, they are they do have clients and they are getting great results.
00:27:49.480 --> 00:27:52.440
So I think that's the most underutilized thing people are doing.
00:27:52.519 --> 00:28:06.200
And then when you hear those back, and so we community moves had the opportunity for us to film it, they weren't in the broom, but then when they listened to the content back, they understood what their purpose was.
00:28:06.359 --> 00:28:18.359
They opened two more locations, he got just a book out last week, and he just keeps talking about his purpose because he got he got inspired by listening to his clients results that he got.
00:28:18.519 --> 00:28:25.960
But sometimes we never give the platform to anybody else to talk about us because it's that tall poppy syndrome.
00:28:26.119 --> 00:28:32.839
We don't want to be, oh, I'm good and that good, but your clients will naturally talk if you're good if you give them the if you give them the platform.
00:28:32.920 --> 00:28:41.720
And I just think that's uh a great gift that you can give to other people in your situation that don't know there's help out there, they don't know that you can help.
00:28:41.799 --> 00:28:46.440
And and you can see that through many different streams of of you know online bullying.
00:28:46.759 --> 00:28:51.720
You can see through that with social media that came out, you know, it's always happening.
00:28:51.799 --> 00:28:55.079
But if someone doesn't talk up or get your messaging that, you think it's normal.
00:28:55.160 --> 00:28:57.079
So we need to normalize this AI.
00:28:57.160 --> 00:29:00.359
We need to normalize, you know, that if you have great clients, get them out.
00:29:00.440 --> 00:29:03.799
It should be a hundred percent thing, and that's exactly how you do it.
00:29:03.879 --> 00:29:05.720
Yeah, you can continue going on if you want.
00:29:06.039 --> 00:29:13.640
Well, I really like a couple of things that stand out for me there, Richard, is you're not saying put it in written form, which is you know, in dialogue, right?
00:29:13.720 --> 00:29:20.920
You're saying put it in visual form, in video form, so people can actually see the human being and relate with them.
00:29:21.000 --> 00:29:24.519
And I think that's you know, likely the difference that makes the difference.
00:29:24.759 --> 00:29:28.519
It also speaks to what you said before is you know, that's a strategy.
00:29:28.599 --> 00:29:29.559
You're a strategist.
00:29:29.799 --> 00:29:30.680
Yeah, I just love it.
00:29:30.759 --> 00:29:34.920
It's just like it's like it's one of the greatest things you can do in business, without a doubt.
00:29:35.000 --> 00:29:42.839
Remember, you know, if anybody's watched reality TV shows, right, we know that that can be distorted and that can be moved around.
00:29:43.000 --> 00:29:49.319
I mean, a bit of a fun fact, I was on the first ever amazing race Australia in a in when it came to Australia.
00:29:49.480 --> 00:29:52.279
Me and my wife, we were called the married entrepreneurs.
00:29:52.759 --> 00:30:03.720
We made up the title for ourselves, and back then, Jay and Tarek, like I I can almost say it may have been the married wankers, because entrepreneurship was not a thing back then, right?
00:30:04.039 --> 00:30:05.640
Now it's like entrepreneurship.
00:30:05.799 --> 00:30:11.240
Back then, uh it was like you know, we had quotes on our shirt, focus, believe, achieve, let's do it, things like that.
00:30:11.319 --> 00:30:13.640
We were ultra competitive, right?
00:30:13.799 --> 00:30:24.440
And so the TV, you know, when we started the show in the MCG, we came on the helicopters down the MCG, all the teams came out, and it was like, oh, these guys look fit and curtz.
00:30:24.839 --> 00:30:42.039
And you know, reality TV taught me the greatest lesson post-interviews, what they ask you, what they put on camera, and you know, it's sort of like r reshaped that if you don't put your message out, I guarantee someone else will put it out.
00:30:42.279 --> 00:30:45.319
Yeah, and that might not be the message of your purpose.
00:30:45.480 --> 00:30:55.480
Yeah, just like reality TV show out, they can decide how we want to look on an amazing race show when they've got hundreds of hours of content and they only show you know a couple minutes.
00:30:55.640 --> 00:31:05.160
So if you don't put your own message out there, your competitors will put their message out, or somebody else will say, I could have done that, and you go, I should have, I could have been done.
00:31:05.480 --> 00:31:06.839
Well, you can do it, you can do it.
00:31:06.920 --> 00:31:08.759
It's it's in your right to do.
00:31:09.000 --> 00:31:22.680
And that's that's the thing that right now with AI as well, the other advantage we have right now with AI is that everybody's going, everybody's about to go a little bit lost at the moment in business.
00:31:22.920 --> 00:31:29.960
Everybody's gonna get confused, everybody's playing around with apps at the moment, they're trying to figure out how I can get agents in my world.
00:31:30.039 --> 00:31:34.119
Listen, I use some agents and I'm using all the apps, but I can tell you what, it's a massive distraction.
00:31:34.279 --> 00:31:36.839
It's a massive distraction of what you have to do.
00:31:37.079 --> 00:31:42.519
And so be careful of how much time we spend on these distractions.
00:31:42.759 --> 00:31:46.759
If you are in the game of apps and development and things, you can make a lot of money, right?
00:31:46.920 --> 00:31:48.200
A lot of money through that way.
00:31:48.359 --> 00:31:56.200
And you can save a lot of time, and things can be easy, but just be careful that it may not work in your favor.
00:31:56.440 --> 00:31:59.319
It's like when websites came out, oh my gosh, let's make some money there.
00:31:59.400 --> 00:32:02.599
It's like when apps came out, oh my gosh, we're gonna be a millionaire here.
00:32:02.839 --> 00:32:04.200
So just be careful.
00:32:04.279 --> 00:32:12.119
But the advantage here is that the people that have been producing content, blogs, videos, marketing, guess what?
00:32:12.279 --> 00:32:15.319
They're gonna we're all getting more searches now through how'd you find us?
00:32:15.480 --> 00:32:19.000
Not yellow pages, not Google, oh I found you through ChatGPT.
00:32:19.160 --> 00:32:22.119
And that's because we were in the market, we were marketing.
00:32:22.359 --> 00:32:24.920
Now's a great time to get back in the market.
00:32:25.319 --> 00:32:38.039
It is a great time to market because there's the SEO searches have gone up through the roof right now, Google ads have gone down, Facebook ads got people spending less there, so there's other ways to get yourself out there, and this will be the greatest time to do that.
00:32:38.200 --> 00:32:43.879
My but my yeah, my my concern is that we may get lost before we get better.
00:32:44.200 --> 00:32:49.480
Well, one thing that's struck here, which I think is hopefully profound for the listeners, perhaps, is the distractions.
00:32:49.720 --> 00:32:57.160
You know, as an entrepreneur, or you know, you're you're a leader, or you're deciding on what new thing to include in your business for efficiencies.
00:32:57.400 --> 00:33:04.920
There are so many things out there that can cause distractions for like focusing on what's important, prioritizing the first thing, right?
00:33:05.079 --> 00:33:11.879
So I think for the silver bullet, someone always looking for the latest AI thing that will help them get better.
00:33:12.039 --> 00:33:29.879
But in the book that Jay Jay and I will be releasing either at the end of the year or early next year, you know, we we it's quite it goes in depth because we look at the complexity of first person, second person, third, third person, fourth person, and beyond, and we look at how AI just augments and that AI will never replace ingenuity.
00:33:30.039 --> 00:33:31.640
It doesn't replace the why.
00:33:31.879 --> 00:33:36.920
But what we want to do is become more efficient and utilize that to the best advantage possible.
00:33:37.160 --> 00:33:46.599
So having those deep conversations, stepping into the person's shoes, having time to reflect on things, and then go, well, what's what's what's next, right?
00:33:46.759 --> 00:33:49.960
What's next for Richard, for example, you know, after selling selling Tom.
00:33:50.279 --> 00:33:57.480
But I think those distractions can really take us off course, and I think sometimes out of purpose, even.
00:33:57.640 --> 00:34:13.320
So I think that that to me is a standout point for those who are just dabbling here and there, they're dabbling in this thing, that thing, but losing their focus, I think is that's that's it's gonna be more and more we get lost down those tracks.
00:34:13.480 --> 00:34:15.480
And you know, sometimes what's the purpose?
00:34:15.559 --> 00:34:18.039
We've got to come back to what the purpose really is.
00:34:18.440 --> 00:34:19.240
Is it our family?
00:34:19.400 --> 00:34:20.119
Is it our job?
00:34:20.280 --> 00:34:22.440
Is it our mission that we have to do?
00:34:22.680 --> 00:34:26.120
A lot of those are simple purposes that don't require AI.
00:34:26.920 --> 00:34:28.280
Richard, back to the real work.
00:34:28.440 --> 00:34:43.000
I I I I can highlight a lot of people like you, Dan Henderson, my former business partner, you know, Jay, myself, there are many others who have been in this business of human relationships, human beings, and and that's we've prioritized that for many, many years.
00:34:43.240 --> 00:34:47.400
And that's why I see longerity in someone like you, someone like Dan Henderson.
00:34:47.720 --> 00:34:53.400
And other, you know, he's here's an interesting example where Dan and I created one of the first kettlebell courses back in 2010.
00:34:53.800 --> 00:34:58.440
Someone came up, splashed out on social media, yeah, we're selling a kettlebell course for$99.
00:34:58.760 --> 00:35:06.520
And Dan showed it to me, and I thought, we don't really need to focus on this, you know, like and what within a few months that that was just false.
00:35:06.680 --> 00:35:21.160
And so I think this is where now it's harder for people maybe to see the layers of falsity, perhaps, of pretense, what's real and what's not, like the the distortions we talked about, even the deletions, the generalizations, and then above that the distractions.
00:35:21.400 --> 00:35:28.840
So I think all of those things that are rolled into one now, that there are these layers now where you could you can see bullshit like really easy, right?
00:35:29.000 --> 00:35:31.400
But now it's more subtle.
00:35:31.720 --> 00:35:37.720
I think it is easy to see bullshit, but you have to be around long enough to see the cycles.
00:35:38.040 --> 00:35:43.560
And unfortunately, you know, when you're early in the piece of business, you will get jib somewhere.
00:35:43.640 --> 00:35:44.360
That's just natural.
00:35:44.440 --> 00:35:45.400
Everybody has, right?
00:35:45.480 --> 00:35:46.680
You will go down the wrong path.
00:35:46.760 --> 00:35:48.440
That's just natural, that's part of it.
00:35:49.000 --> 00:35:58.840
And that and the reason, you know, where I'll be going with my new venture, it's it's it's the same purpose that I've had, but essentially, I actually believe that is the problem.
00:35:59.000 --> 00:36:05.320
What you just said, Tarek, is that how do you know, how do you trust somebody, and then you don't trust them if you don't do anything.
00:36:05.480 --> 00:36:36.120
And so my next venture that I'll be doing, essentially, it will be that it will be ensuring that we can have clarity and confidence that the person that you're dealing with is real, the person that you're dealing with has credentials and they've been around what they're doing, and that's essentially where I'll be spending my next 10 years doing because I do believe that this is going to be a massive problem, and yeah, I just know that that's what's gonna happen, and we're gonna come back to oh yeah, that person that guy was around five years ago.
00:36:36.200 --> 00:36:37.320
I forgot to connect with him.
00:36:37.480 --> 00:36:39.720
Oh yeah, I remember that guy, but I just fell on my radar.
00:36:39.800 --> 00:36:40.040
Why?
00:36:40.120 --> 00:36:56.040
Because I was watching Facebook, I was in AI, they weren't marketing, they were down another channel, and so yeah, I want to bring that all together, and that's what I'm essentially working on now is to that comes back to what Jay just said, like you know, you're there to help people, but now you're doing it in such an entrepreneurial spirit, you always have.
00:36:56.120 --> 00:37:02.360
So you're looking at the next thing where you're seeing the problem early, which I think is incredible.
00:37:02.440 --> 00:37:10.680
And I think for those listeners out there who may have an entrepreneurial spirit, like identify, try try to have that vision, capture that vision.
00:37:10.840 --> 00:37:23.960
What are some of the problems that maybe are being posed with with AI and that maybe from a first-person perspective that maybe I'm stuck on, but I'm working through, so then I can help others navigate the tricky terrain.
00:37:24.040 --> 00:37:26.200
So, Jay, did you want to add anything else onto that?
00:37:26.440 --> 00:37:31.880
I think Richard, you your superpower is your capacity to go big picture and go meta.
00:37:32.280 --> 00:37:33.880
And that's why you're a strategist.
00:37:35.800 --> 00:37:44.120
You dropping out of a helicopter to 65 cameras and having the foresight to have these slogans on your t-shirt means you'd have got a vision.
00:37:44.200 --> 00:37:46.520
You've got a vision for how you want to be seen, you've got a vision.
00:37:46.600 --> 00:38:04.040
And I think you think people lack that vision for themselves, which is their purpose and and how the hell they're gonna communicate it in an effective manner to get people to want to go that for the people who it really aligns with to go, you know, that aligns with me.
00:38:04.120 --> 00:38:05.080
And I like that.
00:38:05.240 --> 00:38:08.920
I like that you're super clear about that, and I think a lot of people are not.
00:38:09.080 --> 00:38:19.160
In our world, when I coach mindset for high performance athletes, I hold the frame meaning drives performance, period, because it does.
00:38:20.040 --> 00:38:35.080
We perform our meanings, and so if if we don't have our meanings clear, our purpose, our intention, our value system, our identity, if we don't have that clear, it's all constructive, but if we don't have it clear, how the hell can you actualize it when the chips are down, when the pressure's on?
00:38:35.240 --> 00:38:36.520
And so I really like that.
00:38:36.680 --> 00:38:51.800
You know, you you you light me up in in the way you talk because you're applying this to marketing, and I think marketing is the lifeblood of a business, the lifeblood of a team, the lifeblood of an athlete.
00:38:52.120 --> 00:38:59.320
Where that we are walking talking markets, you know, we've we've got to be because it's the lifeblood of our financial system.
00:39:00.200 --> 00:39:03.560
You know, a kind of big keb excited to have this conversation.
00:39:04.040 --> 00:39:07.480
A couple more strategies for the listener.
00:39:07.800 --> 00:39:10.120
Yeah, let's switch to AI for a second.
00:39:10.360 --> 00:39:18.200
With AI, when it started early, you know, there was a lot of uh frameworks that you can use, you know, prompts that you basically put into AI to speed things up.
00:39:18.440 --> 00:39:22.520
So we used to create, we essentially used to create content plans.
00:39:22.600 --> 00:39:26.920
It took us half a day to create, and then to basically write the content.
00:39:27.080 --> 00:39:32.360
I've got a prompt that I'll give everybody here, and it's essentially uses our framework of every day.
00:39:32.440 --> 00:39:35.800
There's a theme, and it's framework that you can use.
00:39:35.960 --> 00:39:38.280
We've been using it for the same framework for the last three years.
00:39:38.440 --> 00:39:50.440
Put this into any chat, Claude, Manaus, whatever you want, and we'll basically spit out 30 days of content in your in your theme, in your passion, in your purpose, in you know, in 30 seconds.
00:39:50.520 --> 00:39:54.520
All the work's been done, and essentially, then all you have to do is put the creatives on top of it.
00:39:54.680 --> 00:39:57.720
So that's where AI is great, right?
00:39:57.960 --> 00:40:08.840
And I'll give you that because I'm not going to teach social media here, but essentially just take what works, and it goes sort of back to the conversation of where do you get the content from?
00:40:09.400 --> 00:40:12.680
So online there's always free content, there's free stuff.
00:40:12.920 --> 00:40:15.880
I always say only follow three or four people, max, no more.
00:40:16.200 --> 00:40:17.560
Because it's too confusing, otherwise.
00:40:17.640 --> 00:40:21.640
So if you like this conversation and that lights a fire, go follow me.
00:40:21.880 --> 00:40:27.800
If you like someone else, go follow them, but then follow them and follow them well, and we'll learn from them.
00:40:27.960 --> 00:40:30.920
So I'll give you that prompt for AI specifically.
00:40:31.080 --> 00:40:41.240
The other takeaway, I'm sure everybody's using it now, but you know, I'm a talker, I'm not a writer, even though I wrote a book and I do stuff, I do presentations, but I've always had someone do them for me.
00:40:41.400 --> 00:40:45.640
I've been a talker, so I use Slack as a communication tool.
00:40:45.880 --> 00:40:50.040
When Slack came out with voice, it was like changed my entire life.
00:40:50.120 --> 00:40:52.040
Now, everything is voice, right?
00:40:52.360 --> 00:40:58.200
I mean, AI is voice, so this is the greatest time in my life.
00:40:58.600 --> 00:41:02.520
I remember years ago, my mum said, Listen, you're not going to be able to do anything because you can't do your spelling.
00:41:02.600 --> 00:41:04.360
Well, you're right, I still can't do my spelling.
00:41:05.080 --> 00:41:07.320
I shouldn't say that to my kids, they go do their spelling.
00:41:07.400 --> 00:41:12.280
But basically, I can express more in a voice note for 30 seconds.
00:41:12.440 --> 00:41:12.600
Yeah.
00:41:12.760 --> 00:41:16.120
And communication, you know, verbal communication is so huge.
00:41:16.440 --> 00:41:25.480
So I think in this time, if you are an entrepreneur, you've probably got ADHD, you're probably short-tempered, and you probably need to move fast.
00:41:25.640 --> 00:41:27.400
So AI will help you do that.
00:41:27.560 --> 00:41:29.240
It can translate everything for you.
00:41:29.400 --> 00:41:34.600
So the other thing is if you're not using audio, start turning it on, start using it.
00:41:34.760 --> 00:41:42.200
It's the same thing with you know, like stupid stuff that you think about in your head as an entrepreneur in the morning.
00:41:42.360 --> 00:41:46.280
What I do do, which has been working really well for me, sometimes, you know, we'll cut it in the head.
00:41:46.440 --> 00:41:47.640
What are we going to do this morning?
00:41:47.880 --> 00:41:50.920
I use like I just use chat really, chat GPT.
00:41:51.000 --> 00:41:53.560
I know everybody's gone to Claude and all that kind of stuff, but I like that.
00:41:53.800 --> 00:41:54.680
Got a paid account.
00:41:54.840 --> 00:41:56.440
Everybody asked me the question, do you have a paid account?
00:41:56.520 --> 00:42:00.440
Yeah, I've got a paid account, but only do two or three subscriptions, max per paid account, right?
00:42:00.520 --> 00:42:04.040
It's like it's like the whole Netflix and Stan and Prime and all that kind of stuff.
00:42:04.120 --> 00:42:06.120
Just stick with one, not every subscription, right?
00:42:06.360 --> 00:42:07.000
And do it well.
00:42:07.080 --> 00:42:13.640
And so I just I just talk for five minutes and then I say, can you just form that up into a bit of a mind map for me?
00:42:13.800 --> 00:42:17.880
So don't, you know, if you want to use AI, go long with it, don't go short.
00:42:18.280 --> 00:42:21.480
And it will sort of help your brain to get in gear and then figure it out.
00:42:21.560 --> 00:42:24.280
Because the morning is the greatest time that we can set ourselves up.
00:42:24.440 --> 00:42:28.360
So it's like just get it out in the morning and then it's there, and then you can kind of use it later.
00:42:28.440 --> 00:42:32.200
So I use those kind of tools specifically on AI that works well.
00:42:32.360 --> 00:42:39.960
If you've got a website that you want to get out or a logo or design, and I'm saying this, you know, from a company that used to do logos and designs and so forth, and we can still do.
00:42:40.200 --> 00:42:49.720
But if you've got a good eye and you can create, I would ask, you know, Manaus, even ChatGPT, to create your website or to create a visual representation, right?
00:42:49.800 --> 00:42:54.040
And then you can give it to a designer to then get completed, right?
00:42:54.200 --> 00:43:04.600
But a lot of our frustration, and this is where AI is going to be good for us, is they can speed things up that took a long time, it can get those visuals out, and then you can see if it sticks or not.
00:43:04.760 --> 00:43:09.000
Yeah, so it's like back in the day when AdWords came out and it's like, hey, do an ad, see if it works.
00:43:09.080 --> 00:43:12.120
So do some creative, see if it works, and stop talking about it, for goodness sake.
00:43:12.440 --> 00:43:18.120
Stop talking about it and just see what it looks like, and then sleep on it, and then see what it's like.
00:43:18.200 --> 00:43:21.240
And I've been doing this over the last 12 weeks since I've sold the business.
00:43:21.320 --> 00:43:23.160
It's like every day I've got this great idea.
00:43:23.320 --> 00:43:27.320
Okay, let me like I think I've purchased like a hundred domain names over the last 12 weeks, right?
00:43:27.400 --> 00:43:32.760
But at the same time, too, I've also created logos and websites in it, and I've just been churning it around and I've been testing.
00:43:33.080 --> 00:43:40.840
So use it as testing, but know that at the end of the day, you still need people that live, breathe, understand, and can smell it.
00:43:41.000 --> 00:43:43.080
AI can't do that, it cannot do that yet.
00:43:43.160 --> 00:43:44.920
It won't do that, it's not doing that right now.
00:43:45.000 --> 00:43:46.600
So don't go down, that's what I'm saying.
00:43:46.760 --> 00:43:48.120
Don't go down that path all the way.
00:43:48.440 --> 00:43:51.320
Just do what you need to do, but don't but don't obsess over it too hard.
00:43:51.480 --> 00:44:12.520
Yeah, there's a couple tools there, and then the last one is if this whole conversation is very foreign to you and you don't even know and you're just learning what AI is, I would just say, you know, download it, an app, and instead of going to Google, just use the ChatGPT or the Manaus or the Claude for the next 30 days.
00:44:13.480 --> 00:44:17.640
First, before you Google something, and then see if it feels okay for you.
00:44:17.800 --> 00:44:23.960
See how you can use it that way because everybody's going to tell you all the things it can do for you, but it can do a lot of things.
00:44:24.040 --> 00:44:29.320
But will those things are those things on purpose, or are those things a distraction?
00:44:29.560 --> 00:44:29.720
Yeah.
00:44:29.960 --> 00:44:30.680
That's all I'm gonna do.
00:44:31.080 --> 00:44:34.920
Richard, given everything that we said, and and we we've covered a lot of lot of terrain.
00:44:35.240 --> 00:44:41.640
Jay and I usually like to finish with this, which is what for the listener would be the difference that makes the difference for them?
00:44:41.720 --> 00:44:46.120
Like what's that kind of golden thread of wisdom from the conversation?
00:44:46.680 --> 00:44:48.520
Got to figure a way to stop the distraction.
00:44:48.920 --> 00:44:50.840
Distraction's real, really real.
00:44:51.080 --> 00:44:58.520
And the distraction, the Instagram scroll at night, the let's check the phone here.
00:44:59.080 --> 00:45:04.200
There, I've got to take that call over being with my kids or having time.
00:45:04.760 --> 00:45:07.480
I've got to download this new thing.
00:45:07.720 --> 00:45:10.520
I've got to comment, I've got to like something.
00:45:10.760 --> 00:45:13.800
It's gonna, it's not gonna go to a good place.
00:45:14.200 --> 00:45:43.080
So my one takeaway was get on purpose, keep solid with your people around you and the people that you want to follow and be associated with, if that's whoever that's in your life, and really remove yourself from situations that are not gonna get you where you need to get to, because the world is gonna be full of a lot of attention and it's gonna get worse, and the world is going to distract you from your purpose.
00:45:43.240 --> 00:45:53.160
That's the job of social media is to distract you from the purpose that you need to do, and that's what we're sort of seeing now at the moment.
00:45:53.400 --> 00:46:06.280
There's you know, we don't want to go into politicial conversations, but we're seeing a lot now with we're just trying to get everybody doing the same thing to a degree, you know, we were moving away from that entrepreneurial shipness.
00:46:06.440 --> 00:46:14.680
So just yeah, just I would almost like say keep a camp of people that you want to be around and be strong in that and protect that.
00:46:14.840 --> 00:46:25.080
In the last sort of like five years-ish to a degree, I have very close people, and you know, essentially, you don't even need groups and business coaches and all this stuff.
00:46:25.240 --> 00:46:38.040
At the end of the day, what you need is you need your two or three or four people that you can call up, bounce, and they know you as long as someone knows context of you, they can give you a great pathway, I believe.
00:46:38.280 --> 00:46:41.560
And the rest is is free, anything's out there for free now.
00:46:41.720 --> 00:46:44.760
So the value is in relationships, the value is in knowing.
00:46:44.840 --> 00:46:59.560
I mean, you know, Tarragia, we've had a 20-year relationship on and off and worked in the same offices and not and then hadn't spoken, but it's the context of somebody, and I think that's gonna be like the future of who you know and who knows you and who can back you up.
00:46:59.720 --> 00:47:01.880
And if you need something, you call and you get it.
00:47:01.960 --> 00:47:03.880
That's how it works, that's what relationships are.
00:47:03.960 --> 00:47:10.520
So it goes back to relationships, it goes back to knowing that form you know, form 10 great ones, not 10,000.
00:47:10.600 --> 00:47:12.760
And I think that's what I'm gonna be tripling down on.
00:47:12.920 --> 00:47:19.560
Yeah, beautifully said, your network is your net worth in a way, but but really being precise about you know your circle of influence.
00:47:19.720 --> 00:47:23.800
So that was a big one for me, the distractions for sure, taking us off course.
00:47:23.960 --> 00:47:31.000
Plenty of really great stuff and even some strategies, and and we really appreciate that that you're gonna provide that prompt, which is very generous of you.
00:47:31.160 --> 00:47:34.280
And then what's the best way that people could seek you out, Richard?
00:47:34.440 --> 00:47:37.160
Yeah, listen, I'm I'm in between a few brands at the moment.
00:47:37.240 --> 00:47:41.640
The best way to see me is my name, Richard Taturnji, T-O-U-T-O-U-N-J-I.
00:47:42.280 --> 00:47:45.640
You can search me, Richard and Joey, Richard Taturneji, you'll find me.
00:47:45.800 --> 00:47:53.480
Instagram's great, Facebook's great, they were the best two places at this at this point, and yeah, happy to happy to engage in any conversations.
00:47:53.800 --> 00:47:59.480
So for listeners, just check the show notes and that will all the links will be there, including how to seek out Richard.
00:47:59.640 --> 00:48:04.760
Richard, it's been a pleasure having you on, and no doubt once you launch your new business, we'd love to have you back.
00:48:05.160 --> 00:48:05.720
I'd love that.
00:48:06.120 --> 00:48:07.640
Thanks for the platform, guys.
00:48:07.880 --> 00:48:08.840
Thank you, Richard.
00:48:08.920 --> 00:48:14.040
For me, you've given me a gift, and I'd just like to explicitly share what the gift is.
00:48:14.280 --> 00:48:19.400
The gift you've given me, Richard, is the gift that you didn't intend to come here and give, I'm guessing.
00:48:19.640 --> 00:48:34.280
And that is you've shown and stood as an example of as someone who can take an emotion, a state like frustration, and turn it into motivation, and I direct it for effectiveness.
00:48:34.440 --> 00:48:37.160
That for me is absolute gold.
00:48:37.320 --> 00:48:43.720
We talk about how do you channel your anger, how do you channel your frustration, how do you channel your annoyance to performance.
00:48:44.040 --> 00:48:47.080
You're an example of someone who does that on a regular basis.
00:48:47.240 --> 00:48:49.480
I've heard you talk about it four times so far.
00:48:49.640 --> 00:48:55.800
And so I think for my athletes, for my coaches, for the general listeners, that is absolute gold.
00:48:55.960 --> 00:49:02.440
You've shown us how to take an emotion, channel it, direct it, and enhance performance using it.
00:49:02.520 --> 00:49:03.320
Thank you very much.
00:49:03.560 --> 00:49:03.960
Thank you.
00:49:04.040 --> 00:49:07.240
I really appreciate the opportunity to be on here.
00:49:07.400 --> 00:49:08.440
So thank you for being listening.
00:49:08.600 --> 00:49:09.400
Appreciate the time.
00:49:09.640 --> 00:49:10.520
We appreciate you.