3 Simple Businesses That Make Millions

Transcript from https://podmenti.com/t/bd059ca14530de00

I want to show you the perfect landing page. The best landing page I have ever seen, the greatest marketing landing page of all time.
I want you to go to
W dot
Suck my gutters clean dot com I feel like I could rule the world, I know I could be what I want to.
I'll put my law in it like my day song on the road, let's travel now. Sam today I have
Three businesses that I would say are so simple.
You're kinda gonna be mad at yourself you didn't think of'em.
Okay. You're gonna be upset. You're like w it just that's it?
And it's like, yes, that's it.
Uh these are all blue collar.
Uh in fact uh bringing back some of our old favorite segments, the blue collar side hustle of the week.
I want to show you the perfect landing page.
The perfect landing page, the best landing page I have ever seen, the greatest marketing landing page of all time.
I want you to go to
W dot
Suck my gutters clean dot com.
We suck gutter clean.
fifteen hundred and sixty nine reviews averaging four point nine stars. Suck my gutters.
This is just ridiculous. Okay.
I by the way, I'm not joking. This is actually the best landing page I've ever seen.

Shout out to Cody on Twitter.
Cody D DMs and he goes, Hey, I saw this truck driving by.
Uh, and it was like there was a great truck and they had this domain. I went there and I'm blown away by this landing place. I was kinda show you some of the things. So
Here's some things that this this landing page gets right. I'm just gonna take you on a a tour, a deconstruction of this landing page. So
You land and it tells you exactly what they do.
They set gutters clean.
Then it provides the most important thing in any
Sales pitch.
The proof.
So they say
Fifteen hundred reviews, averaging four point nine stars.
Then they give you the call to action. So you can
Clo click to call, you can click the email. Now you scroll down. You get Wednesday's coupon. What? It's every single day.
They changed the coupon.
It's linked to the day.
And they basically say, Hey, this is Wednesday Scoot on by the way, it's always twenty dollars off, but they make it feel like this is a today only special.
Then there's then it just says gutter sucking pictures. Our guys are out there sucking gutters every day. For us, it's normal to vacuum gutters ten feet, twenty feet, even forty feet high.
Here's some pictures of us sucking gutters.
And it's a bunch of pictures from the field.
Then it says.
Here's the two Wednesday coupons. Do you just click them?
And you know, the first one is if you call before six PM
The second one is if you do it over the phone, you get a free quote.
We'd love to suck your gutters clean and then it basically says
So for it says
It's a painless process. It's we have bookings available within twenty four hours.
It's quick, it's easy. We've done we've done we do this a lot over six thousand times a year. Then it c then it says
So who will you talk to when you call? And it's a photo of this guy and it just says
Robert answers ninety percent of our calls.
He's been with us for seven years.
It's awesome. Yeah, he'll give you uh uh uh answers, results of customer satisfaction.
And then it basically talks about how experienced they are, their promise, how it's risk free, it's damage free, it's death free, et cetera.
It's more pictures from the field, there's reviews.
If you go to the about page.
It just continues. Every single part of this landing page is perfect. There's a little video playing in the bottom left.
It says meet the owner and it's kinda like a little tick tock video.
Where you can see like, you know, the service in action, it makes it feel real.
If you want to get in touch with these guys, they're like here's a phone number, you can email us, you can also just text us. Well however you want to get your gutters sucked clean, we got you.
And then it it just continues on. There's a there's a section about price and it's like, look, we're not the lowest price.
If you pick some if you pick somebody who's gonna give you the lowest price, here's what comes with that service.
Here's a couple of those problems.
But
We will suck your gutters clean, if you don't remember. That's what we do.
And uh you know, here's why you should choose us.
And these guys that just calculated just some rough numbers on their their website, they basically say they do about six thousand of these a year.
They're in North Carolina, they're in Georgia.
And uh uh if you just do the math on kind of the average
Job which is let's say two hundred fifty, three hundred bucks.
For a home in in Georgia.
This would be like a million and a half, two million dollars a year business. And it's just this guy
Who runs it? It's kind of amazing.
The greatest I think if you click the about page.
They list their their staff.
And they're they say they're like uh Matt F, a Georgia native.
A loving husband, hard working guy.
Talk.
Great at basketball.
Looks a lot like Jim from the office. Exactly. It's like a marketing whiz who just happens to be
Doing gutter cleaning.
Yeah, the guy Garrett, who's the owner, shout out to Garrett for making the best marketing website I've ever seen.
Did I call this? He's from Utah.
He's f he's from Utah. Exactly. You knew it.
Uh then he's like I'm married to Georgia Peach, moved out there, I like warm weather, blah, blah, blah.
Um every single
Pixel on this page. I love.
Just love.
Oh my gosh, this is awesome. How'd you find this?
Uh, Cody DM'd it to me on Twitter. He's like, Hey, check this website out. It's great.
Who's Cody?
Uh some guy on Twitter that I don't know.

It's just what happens. This is how you get your ideas.
My next idea also came from uh a random person DMing it to me. Uh Sean Hendricks, shout out to We know Sean from uh from Hoop Group.
Uh DM me this thing about
This is the hillbilly of the week. We have our billy of the week, which is about a billionaire doing world conquering things, and then there's the hillbilly of the week.

Kind of the dumbest idea you can imagine and make it successful. Sam, you may have heard of this.
I don't know why.

Billy Bob's teeth.
Oh, of course I know this the fake teeth. Everyone knows this.
Basically this guy
Who has got he's got such a crazy backstory that it's either
a lie and he's playing a character like Borat?
Or this guy genuinely had one of the craziest lives you'll ever hear.
And uh I I almost feel embarrassed to say what he said because I
Think there's like a greater than fifty percent chance he's just making this up.
For a fact.
But uh you know, according to him
He grew up
Like with no not just no money, no like
Power, no electricity.
You know, they lived on a school bus with thirty sheep.
They used to eat roadkill off the road. That was their only meat. Like just crazy things.
He lived in a cave at one point as an adult and brainstormed the idea for
Billy Bob's teeth.
When he was in a cave
And was like, What's a product I can s low price thing, I can sell it over the in the mail.
that would uh you know just be fun. And then he came up with this idea.
And he sold twenty million sets of these teeth.
Wait, what?
Yeah.
Is this what's the guy's name?
Billy Bob.
I don't know.
Jonah White.
Yeah, Jonah White. There's like a Bloomberg feature on him. There's a bunch of articles about this. Dude, this is so funny. I Googled Tycoon.
I Googled the founder and the first article came up from my hometown, a Sa the Saint Louis magazine.
The story of how Jonah White made millions of dollars selling novelty fake teeth. This says the story is as nearly as bizarre as the product.
Exactly. The story is crazy. This article that I sent you, it's a QA and the first question.
So your mom's Jewish and your dad was a native American named Fi Bears, and they met in jail after a political protest. Is that true? Exactly. In his in his line.
Isn't that awesome?
So again, either this is the most interesting man in the world
Or he's lying and like religion I choose to believe here.
Uh, he looks great. All right, and there's a photo of him like giving the teeth to Miley Cyrus. All right, that's cool.
So I'm just gonna read you a little bit about this product. So the very first thing that stood out is he goes
You know you know how great marketers reframe what they're doing? Like they can be doing something
Tot that seems totally silly and meaningless.
But they find
Like a deeper meaning in the thing.
He did that with his teeth.
They're like, So you just sell these like fake plastic teeth and
You know, you make a bunch of money off this?
No, I'm giving people permission.
He goes, My teeth are a permission slip.
People wanna be silly, they wanna be playful, they wanna be fun. They don't know how to do that just normal day to day. But as soon as you pop in the teeth,
You kinda have to be silly, you kinda have to be playful, you kinda have to be fun. I give you permission to be that version of yourself.
And I was like
Honestly.
Can't deny the logic. The logic's there. And suddenly this like
Stupid gag gift, this cheap plastic stuff from China that he's like, you know, marking up and selling.
Suddenly is like about making the world a better place. And I totally buy it. I'm I'm with you, b I'm with you, Billy Bob.
When I hear stories like that.
I almost always buy into them.
Like it it they always work.
They always work on me, yeah, for sure. Yeah. I I think that's I you know, we had um
Jesse Cole from Savannah Bananas on the pod the other day.
And his whole life is that story. And
I left that podcast thinking I'm gonna quit w doing what I'm doing and an intern for you.
Yeah. He cr was that reality distortion field.
Like he he makes you think there's nothing more important than doing what he's doing right now than playing banana ball out on the field. You know what I mean? Or
Popping in ugly teeth. Not even not even good looking teeth, right? That's like
The irony of this whole thing is like
D the logic would tell you.
It's about making people look better. And then if you just well, what's the opposite?
What if I made them look absolutely ridiculous? What if I made them look silly? And it turns out there's all obviously a market for the opposite.
That's great.
All right. So a lot of people watch and listen to the show because they want to hear us just tell them exactly what to do when it comes to starting or growing a business.
And really a lot of people who are listening, they have a full time job and they want to start something on the side, a side hustle. Now a lot of people message Sean and I and they say, All right, I wanna start something on the side.
Is this a good idea? Is that a good idea?
And
Again, what they're really just saying is just give me the ideas.
Well, my friends.

So my old company, The Hustle, they put together a hundred different side hustle ideas, and they have appropriately called it.
The side hustle idea.
database. It's a list of a hundred
Pretty good ideas, frankly. I went through them. They're awesome.
And it gives you
How to start them, how to grow'em, things like that. Gives you a little bit of inspiration. So check it out. It's called the Side Hustle Idea Database. It's in the description below. You'll see the link. Click it, check it out. Let me know in the comments what you think.
Okay, my third one.
Check out this guy.
On Twitter.
So Ben told me about this guy. Ben went to an event last year.
called Capital Camp and he goes, I met this guy named Cole.
And
Cole is doing a roofing company. He's a f he franchise like a roofing company.
But he's doing something interesting. So I guess when he met him, he was like, You know what?
I'm gonna go all in on video content.
And he kind of is trying to do
The Mr Beast.
For roofing?
And so if you look at his like YouTube channel
Uh he just posted a video that has been a little bit more than
Uh four hundred thousand
View on
And
That video is basically of
This guy who lost, you know, his roof got damaged.
And he couldn't afford a new roof, and so these guys go and they gave him a free roof.
And so the video is just telling this like feel good story of surprising a guy with a free roof.
And he's like, No, no, get down there. I don't have money to pay for this. I can't pay for this. And they're like
It's on us, man. Don't worry. Your neighbor said great things about you, like we just wanted to do this for you.

The pa a page. You know, two things you would never really like think together, right? Like
This kind of Mr. B style content.
With
Local.
House roofing.
And he put the two together and it's kind of interesting, right? And he's basically like, I'm gonna make content.
Um that will
grow aw you know, top of funnel awareness of my brand. Again
Like sort of a very like
blue collar marketing hustle here.
And at first I thought it was a little crazy'cause I was like, man, going viral on the internet is so hard.
And you're only local.
So like
Is this really the best use of time and energy? And then Ben goes, I think he's just doing it to make it more fun and interesting for himself. And I go, Oh, okay, this totally makes sense. Like
How do you get yourself excited?
about what you're doing and sometimes like again doing the irrational.
can be the most rational thing you do. And in this case,
He's actually pulling it off where he's
generating a lot of interest around one format.
This mom was struggling to buy groceries, so we gave her a free roof. Free roof.
She paid for the roof, but then we surprised her and made it free.
He had no idea, but we gave him a free roof and fixed his car.
Right. Just go into like these kind of run down areas where people are struggling and then helping them out with the feel good video.
And using that to grow his roofing business. And I thought that was kind of
Kinda cool.
Is it working?
Uh like is it growing his business?
I don't know. I haven't messaged him, uh, but I I mean I imagine it is. I think it has to. The I the I it has to, right? Like the irony is.
I think most roofers actually like kinda have their hands full with demand and actually s the supply that that can be uh, you know.
It's it be it becomes quickly a supply constrained business, not a demand constrained business.
I think if he was building a national brand, I would be all in on this. I'd be like, This is genius. To build a national roofing brand.
If he's a local franchisee of somebody else's brand, I think it's a little more challenging.
And so I really hope that what he's gonna do, the bet the bet that he could and should make is to try to
create a national brand. I think we had somebody on here was talking talk about pink cleaners and like
This kind of renaissance of
Cool.
Blue collar.
Franchises.
So like cool branding, cool merch. It looks almost like a fashion brand.
It's like
appealing to, you know, the sort of the Gen Z millennial audience.
And you basically use social media in a way that all the
Mom and pop.
Uh, or even the old school national vendors just don't know how to do.
And you can create a really powerful franchise brand.
Uh, if he did that, I would be like, This is genius. I mean, that's a that's a multi hundred million dollar play.
Okay.
If y I'm looking at this guy, he looks like he's in his thirties, so he grew up with the internet. It looks like
You know, he's probably hip enough to
sort of understand how YouTube works, but
That's
There's still a gap between like
uh being a uh internet native and understanding actually how things go viral. Do you think that he figured it this out on him uh by himself and what type of team do you think he has?
You're asking me questions I do not know the answer to.
But I could speculate. Uh you know, just if you look at his Twitter it says
Just had our second long form video break a hundred thousand views.
And this was it.
This was
You know.
Few days ago. Right. This is November. But he has shorts. I I looked it up. It looks like he's been doing shorts for a while. Then he went long. Like I think the move is you start shorts and you like get momentum and then you go to long'cause you like
With our podcast, um
There's been times well, we'll say something in minute forty or fifty or sixty and people on the street will come up to me and they'll like reference that. And I'm like, I can't believe you listened to that like as much as you have. And then if we had to like measure the value that you and I can capture for our own companies versus the audience size, I have to imagine that it's
the ratio is really good of listenership to value you can capture because you spend so much time listening to us. Trust someone's yeah. If someone and usually trust is equal to like time spent listening, which is like quantity of content times length.
Yeah, and you can't fake it, right? This podcast is not scripted.
It's you know, this is actually us improvise talking unedited.
And we've been doing it for years. And so
At this point you either think we're an idiot. Yeah, we think you think we're
bad guys and we're dumb, you think we're smart, you think we're somewhere in between. You have a very g you you have all the information you need to
To come to an opinion about us.
Right. Uh you know, outside of actually like
Meeting us and being our friend. Like this is the closest approximation you can get.
And so I think trust builds really fast in a medium like
Podcasting or especially video podcasting because you've long or or or long videos. Yeah. So you need length. The problem is is that that's hard to do. Like you you kinda gotta feel it out a little bit and it takes forever to make these things. And this
case with this podcast. We've done seven hundred episodes and so we're kinda good at it.
But uh with this guy, it looks like he started with a short and I think that's the move, because that's what we're doing with Hanton a little bit. I'm trying to I'm like relearning content.
And you start short, you see what works, you see what hits, you go to long. But the second thing that I think this guy's doing that really helps is when you have a team, a staff, um
You know, you wanna like
create a culture of excellence or whatever values you have.
A lot of times it's easier to create content for your audience and a byproduct of that is that your company starts A, you recruit people who like know your content and they know what you're about, and B, your current staff gets influenced by it and they really start buying into it. And so
I think that like created content like this
It's gonna blow up his business, but it's an it's a huge net positive for helping his company's culture.
Totally.
And it it's also helping his business grow, right? Like uh
I um there's this barber who uh I go to to get get my hair cut sometimes.
Is yeah.
nearby where I live.
And he listens to the podcast. And so he was like, Hey man, like you know, he's basically got me captive in a chair. He's cut my hair for an hour, right? So he's like
Can I ask you some questions? I'm like all right, shoot, go for it.
And so he's like, you know, this haircut's like becomes like a three hour haircut, right? Like we're just like talking and he's a great dude. He's got this
Amazing stories guys. So he
I think he like
Started cutting hair.
like just on the side, you know, uh basically couldn't afford a haircut, taught himself how to cut hair for himself, maybe s friends, siblings, Covid happened, that sort of thing. So he's like sixteen, seventeen years old when he starts learning how to cut hair. Okay.
So then he goes and he ends up getting a job.
It's barbershop and the the guy who owns the shop, I don't know if you know how barbershops work, but basically it's a
It's a mini landlord model.
So they the barbershop owner just has chairs. That's their those are their units for rent.
And then barbers basically rent the chair for the day. And they pay you, you know, sometimes a cut of the revenue or profits, and sometimes
Just a flat fixed fee and they keep whatever they make on top of it.
And so the guy kinda noticed like, Hey, this kid's hustling.
And he was like, You know, I wanna open a second location. I wanna open it with you. So
So this guy, I don't know how old he's exactly. He's like something like nineteen, twenty years old now.
And he's part owner of this barber shop.
And he's like, dude, I feel like I got this really great opportunity because I'm like a part owner of this thing.
But I'm
I mean, I'm just s new to business. Like I don't know what to do.
And so I told him I was like look
What you really want to do.
Is
Two things. One.
You want to learn
Like one core money making skill that will serve you, whether you're in this w in this barbershop or any barbershop after this. I was like
So instead of spending right now you probably spend a hundred percent of your time
Just fulfilling the service, the thing you know how to do, like just doing the haircuts.
And that could keep you busy.
But here's what you're gonna do.
You're gonna like
Basically
reduce your income on the uh as a barber by twenty percent. So you need to like cancel your last two appointments of the day or your first two appointments of the day.
You need to give yourself like a ninety minute to hundred twenty minute block.
And you need to go figure out how this owner drives customers to the store. What is the digital marketing he's doing, whether it's Yelp, Google Ads, whatever else it is.
And you need to spend two hours a day.
Just understanding and studying.
digital marketing specifically for local businesses.
Whether and then whether that just helps grow this business, whether you open up a second location and you know how to do that now, you can own it by yourself.
Or you decide to do something else altogether besides haircutting, like you've now built like a core money making skill, which is like
Online advertising.
That's the first thing you're gonna do.
I guess the second thing you do is
There's gonna all these areas you're green to, right? You never owned a business before. You don't know how to read a P L. You don't know how to do the digital marketing. There's all these things you don't know how to do, and it's pretty easy to like
Just kinda get in a pit of despair about like
How much you don't know?
But what is it that you know that most barbers don't know? And he's like
Well, I'm good at like
Like I I don't know, like I I don't really know what that would be. And we start brainstorming it's like, Well, you're on Instagram. You grew up with Instagram, basically.
And you get you get it. And you're actually good at making content. And he's like, Yeah, actually I have these videos that kinda go viral. That's where I get most of my c personal clients from is
Just these videos I post.
I was like, All right.
Beautiful.
You are gonna
become the best at content.
for this and I said, you know, study these other guys. Like there's these guys who are doing these this content format where they're like
We're two college students.
Who graduated
turn down job offers and we're building, you know we're building a bar. We're taking this old bowling alley and we're rehabbing the bowling alley. We bought this abandoned blockbuster and we're turning it into a barber shop.
Um, you know, I there's the guys who who uh friends of the pods, they they they're doing this one with the luxury Airbnb in Virginia. They're like we're building the we're trying to build the best Airbnb in Virginia.
And we just bought a piece of land and we're gonna bring you with us.
Every step of the way over the next two years as we build this thing.
And they already are like pre booked.
Yeah.
Their videos get hundreds of thousands of views and people support them and they want them to succeed. And so they're like
They've solved their demand problem through content.
So I told him I was like, dude, you got to do that with this barber shop.
And like you need to carve out time to do this because this is this is like
How you can
Escape the the treadmill.
That it's nor that normally exists.
With like working your way up.
Right.
You you can take an elevator.
If you if you just go look for it and push the button. And like an elevator that what this guy's doing is like
Get good at content. Because if you get good at content, you break out of what was your your otherwise your constraints. What's his handle?
His handle on Instagram is C Wa, which is S-I-U-A.
Cuts. C U T Z.
Uh, we'll put it in the description here. See what cuts. Go give this guy a follow and listen and just encourage this guy to get some content. I mean, he's got a kind of amazing story, like just personal life wise. I didn't go into it, but like
where this guy came from and like kinda hustling and trying to make stuff happen. Like he did not have
Any advantages. You know, people are like, Oh, you gotta check your privilege. It's like this guy
This guy needed to go go to the library and get some privilege. He needed some more privilege. Like he was in a he he basically is like really grinding his way up.
And you know, I really want to get a great head of hair too.
Grey head of hair.
Ha ha ha.
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Did you hear this interview with Ari Emmanuel from um Invest Like the Best?
I didn't actually watch it yet. No, I saw some clips.
Let me give you guys a little background. So Patrick O'Shaughnessy, uh I've met him a couple of times. He's an amazing guy. He's got this awesome podcast called The Mess Like the Best. It's been blowing up. He's been doing it for years, but lately his guests have been amazing. The guest he had recently was Ari Emanuel. So uh for those of you who don't know, we've talked about him a bunch, but I'll try to give a background. The easiest way I can describe it is
Ari Gold from Entoure.
That
was based off of our Emanuel.
Um, if you don't watch Enourage, he's a power player. He started out as an agent in Hollywood. He worked his way up to starting his own agency, and at this point,
He uh owns
Uh is it called Endeavour or IMG? They're two of the same companies that
It's it's called Endeavor, but they own everything. So at this point they own UFC. They own uh
the bull running uh pro PBR. They own uh WWE. They own
movies, they just everything. The guy's a the guy's a player and he recently took the company private at like a forty billion dollar valuation.
Now the thing that makes him special is a few things. One
His brother is Ra, Rahmanuel, I think it's Ra or Rah. Uh he uh was the mayor of Chicago and he hinted that in the podcast that he's gonna be running for uh president
And then his other brother is Zeke, who's like one of the most famous cardiologists on earth who like did like helped invent like
the uh artificial heart or um heart replacement or something like you know like crazy like that. So
Just like crazy family.
Now, the podcast is great because Ari is a ten out of ten energy and when it comes to business. But he had a uh like one or two lines that I wanted to read to you.
Listen to this quote.
Uh he was talking about buying live event businesses.
He said, or I said
I don't know how to build a data center. I'm not in the chip business. I just know how to create really great live events.
how to monetize them, and I know how to make a great user experience. He goes, I'm taking the opposite of an AI bet. He goes, the opposite of an AI bet.
It's not building business center.
The opposite of an AI bet is building live events. Live is gonna last forever. It's not gonna go out of style. And so he talked about
uh the ingredients that go into a great live event. And he talked about all the businesses that he's recently bought. And what I didn't realize was that Endeavor, which is this massive conglomerate,
They own dozens of event businesses. And I wanna talk about like two or three that they own that I had no idea about.
So the first one, have you heard of freeze? You've definitely never heard of this. I don't even know why I asked that. Okay.
Freeze, uh F R I E Z E. Yeah, freeze.
So Freeze started in nineteen ninety one, I believe.
And it was a monthly magazine on art.
Like
I guess.
I'm not into art. So it's kinda like the blind leading the blind on this one, but I guess like cool paintings that people like and like the latest happenings in the buying and selling of art.
Well, they eventually launched two art festivals where you can go and like look at art and like buy buy a bunch of it.
And Ari was like, We bought that business for two hundred million dollars and Patrick O'Shaughnessy was like, Well, why'd you do that? He's like, Because they only had an LA event and a New York event.
And Patrick's like, What do you mean? He's like
Well, we're just gonna do the same thing, but in Dubai, in Miami here, like he's like all we all we're gonna do is do the exact same thing, but more. And he goes, We know how to monetize them.
And when I ran um my first event, it was called HustleCon.
I think we had fifteen hundred people come, let's say in year three or two.
And I only made thirty thousand dollars in sponsorship sponsorship. I hired a good sales team.
The sponsorship ten X. It went from thirty thousand to three hundred thousand. Nothing changed.
Same amount of people, the same people, the same venue.
Nothing changed. Just just better operations. Ari was like
Look, I know how to make money off events. We do this, we do this, we do this. And what he said was he was like we have lectures go happening around the event.
the events, we know how to monetize, we know how to get a Dubai to pay us ten years worth of uh cash in order to host an event there. And we're gonna do that with twenty different cities. And he broke it down. It was very, very, very fascinating.
This positioning is pretty genius, right? Because
You basically either want to say
We are an AI enabled company, like the AI AI is gonna help us explode.
Or
If you just if you're just not AI
That's not that interesting.
Right.
Or you say
We also win with AI.
Because AI is gonna destroy all this other stuff and it's gonna make life even more valuable. Right. And so he's somehow is using the AI tailwind in as a narrative for his own business. And by the way, I don't I'm not saying narrative as if it's false. I just think like
It's smart.
It's smart to position it that way.
Um to investors, right?
So I think that's that's one thing.
This roll up.
that they've done with Endeavour is pretty wild. I think this was my uh
We did an episode a year ago.
called Stock of Palooza. Where both me and Sam we'd played pretend Warren Buffett and we both picked a stock.
My pick was TKO, which is the the public part of uh
Endeavor.
It's really complicated how they how they have it all set up.
Yeah, it's very complicated.'Cause Endeavor's private, I think.
But TKO is public, which is their
Just their fighting and uh entertainment side of that.
Um
And if I look, let's see what it is. So one year stock chart TKO.
It's up forty percent. So that's performed like you know really well.
Uh yeah, that that that was c sort of that bet.
was was correct in that in that sense.
And I and I think it's because the same thing, like what's scarce
What's scarce is what's valuable.
And in an AI world, what will become really, really scarce
is live human entertainment.
Right.
Um a place for humans to go to have a human experience with other human beings.
that thrills them, that is away from away from the keyboard.
But
still generates content.
that does really well on social media and it and benefits from social media at the same time.
And I think you know
uh their brands have done a very good job of doing that.
I was listening to um
Tom Have from Parks and Rec. Uh what was it what's the uh really great uh Aziz and sorry.
He was on Theo Vaughn's podcast and he was talking about how he was like I went quiet for a minute while I was writing and then I went back on tour, but it was like a six or seven year d uh difference. He's like now it's so much harder to find venues because everyone's on tour. He was like, Podcasters go on tour, authors go on tours
just like a interesting professor, like talks are or like there's all different types of experiences. You know, your buddy uh Hasan Minhaj, he's a comedian, but his show it's not really a comedy show if I if I
understand correctly, it's like performance. It it's far greater than that. Right. And so like he was like there's just so many shows now and people can't get enough of it.
All right, so the second business.
Um
Have you heard of Barrett Jackson?
Eric Jackson. Sounds like a kid I went to college with.
Dude, if you are in the Midwest and you have a dad who's sixty five years old, this is actually the time of year where you're gonna experience it.
You're at home. My dad would do this all the time.
twenty four hours a day.
During this time of year.
Barrett Jackson was on the TV.
Barrett Jackson is a car auction that happens, I think, in Arizona. It was owned by I think two guys. One was Barrett, one was Jackson.
And they auction off cool cars, mostly old stuff, um from the sixties uh and seventies, um, but they turned it into a TV show.
And it's basically running. I'm not joking. If you look at the programming
It's gotta be twenty four hours a day, like on a handful of channels.
And this company
For one, it's awesome. Like if you read about the guy who owns it, I think his name's Tom
Barrett. He's kind of a badass. He's you'd have to be pretty cool to start a car auction website. And he sold the company to Endeavor for three hundred million dollars. And Ari was like talking about how this has been exploding and more and more people are coming to the auctions. So what are you watching? You're watching the actual auction take place. So a car
And then people are
Paddle paddles up bidding, is that what's going on? Yeah, but they have like 10,000 or 20 or 30,000 people. They're just thousands and thousands of people and they have different warehouses at any point. And there's gonna be a theme. So like this one's gonna be like
Um
famous cars from old TV shows, or it's gonna be like American hot rods, or it's gonna be like European nineteen thirties.
And the programming switches from warehouse to warehouse to warehouse that you're like, Oh cool, the uh
Old motorcycles are coming up. Like that's gonna be awesome. Let's watch that one. And you're watching it, and each bid is probably five maybe five minutes long, and you're like
Oh my gosh, this one might sell for sixty thousand
Oh my God, it's gonna be eighty thousand. This is gonna be sell for eighty thousand dollars. And they show the person bidding and you're like, I wonder what he does. Like, what's his name? Let's Google him like and so it becomes like an event where you're like guessing what it's gonna sell for, and then uh the announcers on TV are telling you the background of the thing, like this car was built here, it's special for this reason. This one in is in particularly good shape because it was stored in Florida, and Florida's uh the best for storing cool cars because
You know, like it like tells you the cool story.
So Ari bought this business. I didn't know he bought it, but he bought it for two hundred fifty million dollars. Pretty cool, right?
This is great. Do they um
I feel like something like this.
Could explode. You know how
Some sports are basically producing
Like
the journey of content. Like F one famously did this. It's like, how do we get more people interested in F one? It's like kind of hard to like,
Just
get into as a new fan, but they created the F one show.
And that like made it feel accessible to get into it and you know
We're both UFC fans. One of the reasons I'm a UFC fan is because
They used to have this show. Um
That was like a a reality show, basically about these fighters leading up you know, tough is the the name of it.
And these amateur guys coming from, you know, just like
One guy's a mechanic right now and the other guy's homeless, but he's
They both have this dream of being a fighter and then they go through this reality competition and one of them gets a contract.
And there's this big f and then but they fight the last
The la the finale is part of the actual UFC
Um card.
And so that was the first time I ever watched a U of C card was for the finale of this reality show.
And so I feel like something like this
Yeah, it's these closed off worlds that have high passion.
And if they just build an on ramp, which is like find a find the right kind of like
human interest show.
That would get me get me
to st you know, start going down the rabbit hole with this stuff, I feel like these things could explode if if they get that right.
And I be you by the way, you I think you see this now with um any company too, right? Like
Companies used to do content marketing just saying, like, let me tell you about our product and the case studies and here's what's going well with it.
Then it got to like here's um
kind of some work in p public type stuff. We're gonna post our numbers or blog about what's going on.
And now basically like
It feels like a lot of these B2B businesses are basically just building reality TV channels along the way. They're like, Oh, we're gonna have a YouTube channel that's showing you
Barstool did this amazingly well, right? Like Barstool's content was just as much about what was going on inside Barstool.
As it was.
What's going on in the games.
And I think that's this table stakes. This is table stakes from now on. Which is crazy'cause that's so hard to do.
It's crazy that that's t table stake. I don't I don't I don't even think it's table stakes, but I do do think
Those who pull it off.
Yeah.
Handsomely rewarded.
And I just
But it's so hard to do that well. And I just think sort of like
Who was the second person to walk on the moon?

Do you know it? Buzz Aldrin? I don't know.
The f fuck, I don't know.
No one knows. Who's the second person who broke four in the mile?
You know what I mean? Like who do who who was after Columbus. It just doesn't matter. The difference between first and second place is the difference between who got second place when Usain Bolt won the gold medal.
Uh like the difference between who does this well and who doesn't do it well is like
Yeah, you're still like you ran really fast and you got second place and you broke four in the mile, but like
Come on. Like Roger Bannister is Roger Bannister. Like number one's number one for a reason. And so I think the difference between first place and second place when it been when it when it comes to doing content well, it's not
One place. It's like
A thousand X in the results.
I did a so every morning I write
I do like a two hour writing block for my book and um
I could write about whatever I feel like. It doesn't have to be good, doesn't have to be on topic. I just have to write.
And so I wrote one today that's called um
Nobody wants to be Samsung.
And I wrote um
Everybody knows Apple. Everybody knows Steve Jobs. We all love Apple. We all love Steve Jobs. We admire him.
And uh
Sam who
Who's the founder of Samsung?
Is it Samsung? Who who is it? Who's the scene? It's like here's a company that's got, I don't know, twenty two percent market share of the global cell phone market, makes billions of dollars.
Successful.
But there's a difference between successful and loved and admired, right? And it's like we all want love and admiration.
And it's like nobody wants to be Samsung in this situation.
Uh the same thing with I did I use the Usain Bolt example. It's like I think some cra like five hundred million people watched Usain Bolt.
And the Beijing Olympics like break that record. Five hundred million humans were tuned in.
With ten seconds where you did not look away.
And nobody could tell you who got second. And the difference between first place and second place was point two, I believe. Exactly.
infinite fame and like respect and complete obscurity and working at Wendy's. Like that's the that's the result gap of that point, too. Right.
And so like there's those disproportionate rewards for being insanely great.
that you just don't get for merely being good or even great.
And I think that's content is one of the reasons. I mean, and I don't know if content's the right word or if story is the right word. I mean Steve Jobs had stories. I mean he was magnetic, he had charisma. Have you ever looked at old photos of him when he was like in his thirties when he was dressed in like tuxedos and shit? Like he just looked awesome. He was so handkerchief and stuff. Yeah. Yeah, he just looked great.
Naval has a great quote on this, by the way. He says, um
The internet
Democratizes consumption.
And consolidates production.
Meaning.
Um, the internet gives everybody access, like a you know, a five year old
That's got a little like
You know.
Half on the internet iPad.
has access to more information than, you know, kings of prior times, right? So like
Everybody's got the same access to the same information now.
So that democratized
The information side.
But it consolidated the production. Like
I don't know how old your kids are if you let them watch
Screen timer if you're a good parent. But like
If you know who the wor if you know who Miss Rachel is, she's basically like the world's preschool teacher.
It's like oh.
She's the best at doing kind of pre-schoolish stuff.
So all of our kids go to her.
Right.
And then there's like you know, all of the you know, the winners of whether it's music or TV or art
It's like
All the rewards get consolidated into the best producers.
But then they get distributed to everybody else. And that's kind of like the internet created that dynamic, which is pretty cool.
Did my kid goes to like in Central Park this like singing class with this lady that's like a Miss Rachel knockoff, like she wears the suspenders. And for some reason, she went down to my little girl and was like, You're so cute. And then she said like a
You know, isn't it crazy? You never know who you're gonna meet. Like I have Miss Rachel's phone number and my cellphone.
Isn't that nuts? Who told you that?
No, my kidnap.
Yeah.
I was like Does your kid even speak? No. I was like
Did I think toddler and looking at my daddy, I'm like
Did you just hear her name drop that she has a miser and she didn't say she talked to her. She goes, I have her cell phone number.
And then and then and then further she was singing and she was like well if I knew how to copyright my music like Miss Rachel then I'd be rich too Like like she was like
I was like,

I was like Miss Katie, are you?
Are you like angry at Miss Rachel? What's going on? Are you working through something soon? Hey, am I allowed to file a restraining order on behalf of somebody else? Yeah. It was nuts. It was very very crazy. Uh my point bringing up all this endeavor stuff.
I made a mistake. So I used to own a an events company and I hated it. I was like, This is stupid.
Boy, I was really I was really dumb. Uh because
I think that if I okay, so if you're like
Um
twenty eight year old like operator type, meaning you're like type A, you're incredibly well organized.
You are perfectionists, but you're not creative.
What I would do is I would go out and find a niche that I like. So for example, if it was clothing, you would find fashioners. If it was um
Like fitness, you would go find like a runner.
And then I would build events, so a running event or a flea market or something like that.
For some of these people.
And I I think that the demand is greater than it's ever been. I think you could just absolutely knock it out the park. It's gonna be hard, but I think it could be very rewarding because when I hear Ari talk about these uh events, so we just had Jesse Cole from Savannah Bananas, he's running an events business. I think it's just so much greater than I ever realized.
Yeah, do you remember when um
All those emails leaked.
I think speaking of
Was it Samsung? I don't know who somebody got hacked. I think it was Sony. It was Sony. Sony. It was the Sony hack. Exactly.
Somebody was on a flight and they just go, Hey, hey, Amy, a couple of random thoughts from thirty five thirty five thousand feet going from LA.
L A X.
Such a such a LA.
Way to start an email.
A rising trend we're seeing with millennials.
Is
Really extreme forms of experiential exercise like tough mudder. It's sort of a filthy triathlon or the color run.
Even things like hot power yoga, veganism, millennials want something to post with a sort of no big no big deal vibe on their social media as a no big deal.
Humble brag.
I'm wondering I'm and they're talking about
promoting Spider Man. Like, I wonder if we could do something with the new Spider Man movie to promote promote some sort of weird, extreme uh thing.
And then it was talking about ED is like it's like also uh EDM is growing really fast.
It's the defining music for millennials. I wonder if there's an EVM angle.
Dude, this is like a like one of those viral things where it's like when your boss who makes a whole lot more money than you ask you how like X, Y, and Z works, where it's like this person earns three million dollars a year, she's like
Just uh do it EDM.
Yeah.
Uh but but the th there was another one I forgot, but it was basically like they were explaining like out of home entertainment is gonna explode and here's why. And basically it was
The combination of
People um are spending so much time online, it's gonna create a craving for offline.
That's number one. Like the offline craving will grow. And two
Offline.
is just a scenery, it's just a landscape.
to create humble brag content that they want to post back online.
And so if you can create something like a tough matter, like a music festival, like uh like a Savannah bananas like
How do you how does the
twenty two year olds say they're cool, hot, and have friends. How does the thirty four year old mom show that she's a good mom?
How does this person show that they're a good accent? And you can almost work backwards from that.
and create something. Like we've talked about museum of ice cream as an example. All right. These are all like they all sound different. Like what does Museum of Ice Cream have to do with Savannah bananas? What does that have to do with the music festival, like
They're all the same thing. It's basically
A place you go where you have
You have an out of home you know, uh offline experience.
That creates incredible social media content for you that says something about you that you want to portray to the rest of the world. That you're tough.
That you're cool, that you're fun, that you're hot, that you're whatever.
This is for the folks out there who have a business that does at least three million dollars a year in revenue. Because around this point, that's when you're able to look up after being heads down for years building your company.
And you realize two things.
One, you've done something great.
But you're still a long way from your final destination. And two, you look around and you realize
I am all alone.
I've outrun my peers.
Which means you're now making ten million dollar decisions alone by yourself. And that is when mediocrity can creep in.
My company Hampton, we solved this problem by giving a room of vetted peers of other entrepreneurs.
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Because the fact is is that there's only a tiny number of people in your town who know what you're going through and who have been there.
And they're hard to find.
The biggest risk is not failing. You have a company and it's working. You're gonna be fine, but the biggest risk is waking up ten years from now and saying,
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All right, let me tell you one more thing.
All right, I wanna tell you Okay, so we've talked about on this podcast
The importance of marketing and like you'll see one or two lines and you can use those lines to start a movement or to make it e it really easy to sell an idea and just so happens that your product
Is related to that idea.
Okay. I saw one of those the other day.
So listen to this.
So I'm I have six bullet points. I I read the study, but I just want to like bullet point for this show. So a Barcelona study looked at twenty seven hundred kids and found that noise at school slows down their cognitive development. Have you heard of the study?
No.
Okay.
So they studied uh tw uh twenty seven hundred kids.
They basically put the kids in two identical environments. So they looked at the uh a public school system.
uh who were teaching the same curriculum, they looked at the same grades, and they noticed that the difference between uh the decibels of a school, so the uh quiet or noisiness of the school made a drastic difference. Yeah, I think I didn't hear this. Yeah. So listen to this for every five decibel increase in traffic noise

Eleven percent slower and their complex memory, which is what you use for solving problems. One's recall, one's problem solving.
So it made their complex working memory twenty three percent slower.
Then scientists looked at a meta study, so other people who looked at uh who did twenty one other studies like this, they found a negative point four six effect size on attention, memory, and reading, meaning this is a medium to large hit.
on um a person's memory based off of noise exposure. And so the real problem they found, it wasn't like if your room has like a hum.
Uh like a light humming. It was
Uh trains going by, honking outside, things like that.
It made a significant difference. We're talking a twenty three percent difference in a child's development. And so I was thinking.
Huh, I should be careful with my kid. And then I was like
I should be careful with me.
In my office, people are interrupting me all the time. Like what like should I wear earplugs? Should I have earplugs? Should I have noise canceling headphones? Is that enough? Should I pay money and insulate my office so people can't disturb me? Like would that make me my memory twenty three percent better is not having like noise?
And uh I think that this is a really cool study that you could use as the backbone. Sort of like um Claude Hopkins, who we talk about here is one of the best um copywriters of all time. He made he single handedly made toothp.
toothpaste popular in America because he like used this one quote where he says, rub your tongue over the front of your teeth. Do you feel that film?
That shouldn't be there. You need toothpaste in order to get rid of it. I think this study can be the basis of like launching some type of sound.
Business. It's great. It's a great insight. Two hours ago, Harmozzi tweeted this out. I just saw this right before the pod.
Uh he said
The best$5,000 you'll ever spend. Soundproof your entire office.
Make it so quiet you can hear your heart beat.
If kids next to noise pollution achieve consistently lower grades in those quiet areas, no one is immune, noise destroys. It sounds like he's he read the same study. Yeah, I think it's going viral. So I think we all like saw the same stuff at the same time. But yeah, it was great yeah, they'd be all the same. It was it was a very clear takeaway.
Yeah, and so I uh it's interesting you thought about this for
for yourself and for business.
Um
I thought about this like for uh for study literally for students. So
I wonder if you could basically rebrand just
Headphones, but like you know
What if you had headphones that didn't have to play any sound, right? You could make them a lot cheaper. You could make the the uh the form of the different.
And if you basically created like study years.
And it's like, Hey, just doing this one thing is gonna make you smarter and you use TikTok to distribute these, like
I think that's a
If you could change the form factor.
And then you change the positioning, which is this is not for
Sleeping.
It's not for loud concerts, it's not for listening to music.
These are things you put on your ears.
to make you have better memory and study better. Right. Like your one hour of focus is gonna be, you know, whatever, twice as productive as the as somebody who who doesn't have these in.
Um
As a hack as an advantage, I think you can sell a lot of
A product that already exists as a commodity you can sort of rebrand.
Brother, study years dot com. It's available in GoDaddy for five bucks right now.
Not anymore. I think I I comp I like this is one of those things that sounds ridiculous. It makes total sense to me when I think about my own behavior. I use my AirPods and I just put noise canceling and I a lot of times I play nothing or just white noise when I'm working. And I'm in my office right now. So I have an I'm filming this in um
a small office in my big office, and I have a sign over here that I keep up that says don't disturb the animals because I cannot stand when I'm like trying to write and people are like
coming to my door. Hey Sam, can I ask you about that? I'm like, no, don't ask me about anything.
Uh I got I have when you see these headphones in, don't talk to me.
Um because the noise, it does bother me terribly. I think that that's a really cool idea.
Love it.
Um all right. Is that it?
I think that's the part.
You didn't say that's the pod last time and uh YouTube comments were a little upset about at you about that. So can you do your job?
That's my that's the one thing I do here. That's it. That's the pod.
I feel like I can root
Well
Be what I want to
I put my law in it like my days off On the roadless travel, never looking back
Hey, let's take a quick break. I want to tell you about a podcast that you could check out. It is called The Science of Scaling by Mark Robert. He was the founding CRO of HubSpot, and he's a guest lecturer at Harvard Business School. The guy's smart. And he sits down every week with
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