The Economic Value of Ideas

Dean: Welcome to Cloudlandia, Mr. Sullivan.

Dan: Mr. Jackson, welcome to Cloudlandia.

Dan: Thank you very much. Thank you very much. I've always been well treated on my previous visits, I feel that this will be no exception.

Dean: I just realized something this morning. Am I. Is this. Now that live workshops are back, am I missing out on the first Sunday night supper club?

Dan: No, because you come in April. You're April. You're April. I think it's April 11, April 10, something like that. Not quite sure. But I had a weird thing happened to me yesterday because when replied from Toronto to Chicago, I gained an hour. I gained an hour. Then overnight, they took it away from. They took it away.

Dean: Savings. Exactly. Yeah.

Dan: And feeling just. Just a bit jammedulated. Yeah. Jammed. Yeah. I mean, come on, make up your mind. Make up.

Dean: Right.

Dan: Yeah. Which is it? Yeah, Well, I have, you know, I'm interested. I. I have to go back and find out why and when this time change thing happened, do you know?

Dean: Well, I think it was to maximize harvesting, you know, the farm work stuff, so that I could. Yeah, I think that was what it was to lengthen the daylight hours in the summer so that you could work longer on the farm. That's my understanding of what it was. Yeah.

Dan: Do you know any. Do you know a lot of people who are doing that in 2022?

Dean: Yeah, exactly. I think it's. And that's why there's an up. You know, there's a lot of. Like, there's a talk of Florida abandoning daylight savings and Arizona has already opted out. I think there's lots of states and things that are opting out of it, or you're staying on one, opting out of daylight savings. But Florida was proposing to switch to. Not to opt out of daylight things, but to remain on daylight savings. So it would be weird to have all these states have individual choices. You know, you got to remember all the rules of what time. Because I find that awkward about Arizona. Half the year, two hours, you know, apart, and now it's three hours. Yeah.

Dan: Yeah. It would also probably wreak havoc when it first happens with the airline schedules.

Dean: Yeah, exactly. Yeah. Crazy.

Dan: Yeah.

Dean: So we need. Yeah, we go like China.

Dan: You know what it reminds me?

Dean: One time zone.

Dan: Yeah, it reminds me. Well, China's one time zone. And China, you know, a huge place. But you know what it reminds me of this thing of a weird time system from the past. It's. There's a sofa, which you had for years, and then you say, you know, let's get new Sophie. So you get the new sofa but you take the old sofa and you put it out on the back porch and you say, you know, we'll just put there and then we'll take it and it's been 10 years since you did that and the old sofa is still on the back porch. Yeah, but it's attracted every dog had in the neighborhood, you know, and, and every time. And it's one of those things that every time you walk past the old Soviet said, you know, we should really get rid of that, you know, and you reminded yourself to do that a hundred times, but you haven't done it. Probably daylight savings time is a lot like that. You know, we should really change that. But it's like the old sofa.

Dean: Yeah. Time to rethink.

Dan: Well, what news do you have from Cloudlandia? Because I know you're a passionate scout and explorer and mapmaker of Cloudland.

Dean: I'll tell you what, Dan. So two things this week. I heard an interview with Mr. Beast on Joe Rogan this week.

Dan: Oh, wow, that must have been fun.

Dean: It was very well done. Very well done. Lots of news to report on that.

Dan: Did Joe Rogan take a knee with his 11 million? 7 million? Yeah, exactly is 11. I mean, did he realize he was in the presence of a deity?

Dean: Yes. You could tell, like I. This was an eye opening interview and I have the highest regard already for Mr. Beast. But this was, this was eye opening. I mean, it was. There's. There's 10 deeper levels than what we even imagine to what's going on with him. And I've listened to it twice already and just, I mean, I'll share some of the points here that came through it. But the other thing that came into my radar was they a gentleman, Tony Seba, who's written a book called Rethinking Humanity. And it's. He's written this historical global history of our adoption of changing times. You know, like, it seems like there's a lot of. I also watched Ray Dalio's New World Order presentation this week too, but I only saw about half of it so far. So don't spoil it. The but there it. We're definitely in this shift. You know, we're definitely 2000s for certain is. Is a shift and I think we've really called it with this shift to Cloudlandia is really a good placeholder to put over this because that's what we're doing. And you look at Mr. Beast is running the VCR formula at the highest level is really what he's doing with a real understanding that the multiplier of all of it is reach. And so he focuses on the two things, the two biggest things, vision and, and reach. And he, he did at the 34 minute mark in the interview, he goes on an explanation of essentially the value, the, the value of ideas over execution and the multiplier importance of them. He said there's no there. It's certain that the person getting, you know, 1 million views on their videos is or 3 million views on their video is not working three times as hard as the person getting a million views. But he said it's even more certain that the person getting 30 million views is 100% not working 30 times harder. It's one, it's all about the idea of this. And so he goes through this process where he said he's spent now 10 years obsessing over ideas and one, you know, with one focus on breaking the YouTube algorithm to get, you know, millions of people to watch his videos. And, and those. It's all, it's been ideas.

Dean: He's not technical in any way at all. He just is able to articulate his vision and he hires people. He's got a hundred people now that work with them that he's got infinite capabilities to. And it's interesting. He said it's hard to find the points they realized you can't. Most of the stuff they're doing is new and you know, new ideas. So you can't find somebody who already knows how to do the stuff if you're making up new stuff. So you got to find people that are, that have the technical skill but also have this curiosity and ability to innovate to figure stuff out, you know. So yeah, very interesting the thought, the level thought that goes in to those. But he gives the updates on some the numbers. So Mr. Beast Burger now is at 1600 locations opening 50 a week and over a hundred million in revenue.

Dan: So yeah. Can you give any idea what the split is that he does? Does he give any indication why it's fair. Fair. You know, it's not win win, but it's fair. Fair. Yeah.

Dean: Well, it's actually pretty. It's really good because the model behind it.

Dan: Do they buy a subscription? Do they kind of buy. No scriptures how it works.

Dean: Here's how it works. So you are an existing restaurant and you have all of the equipment necessary to prepare the Mr. Beast menu. And so they'll send you the Mr. Beast kit of how to for free. No, no charge. You get the stuff your, you know, you have to. And videos and stuff. Of how to prepare the menu. And then your quality control is preparing the menu and videoing and showing it in detail in the packaging. That is, they have the Mr. Beast packaging. So there's, I think like 26 SKUs that you have to stock from suppliers that you already get food from that because it's only a minimum number of major commercial food suppliers. And so you go through and you prepare the menu and you get approved and they give you a tablet that is, you know, equipped. When the order comes in, you just prepare the food and package it up, and somebody comes and picks it up at the back door, and that's it. And for that, you get roughly, I want to say that you get 35% or 40% or something of cost. And so your. Their goal is that you should be making a 30% profit margin on what you're on, what you're doing with them in only using. In using your excess capacity. And that's what was. That's the. That was what was beautiful about it, is that the intention of it. Robert Earl is the guy from Virtual Dining Concepts that came up with the idea in the first place, the model. And it was an evolution from ghost kitchens. You know, like, first people were separately removing themselves from the main thing, but then they realized, okay, well, there's all these restaurants have. They're only at 50% at the most right now because of COVID So if they could do stuff, you know, another. Have another opportunity, that would be a welcome thing. And it was, you know, able to really bridge the gap and create a really viable. Really viable. But you should see the.

Dan: Go to the Joe Rogan. Oh, yeah, watch the Joe Rogan. Yeah. You know, it's very interesting with Joe Rogan because about a mile from us, maybe two. I think it's more closer to two miles from us. In the Toronto office, there's a new network, social. Social media network called Rumble.

Dean: Okay.

Dan: Have you seen Rumble?

Dean: I've heard about it, yeah.

Dan: And they're really interesting because they're the. If the other social media platforms, you know, censor you or blacklist you, Rumbo will take you. Rumble.

Dean: Are they in the Village?

Dan: No, they're on Adelaide. They're on Adelaide West, I would say between Spadina and Bathurst.

Dean: Okay.

Dan: Yeah. And for example, Trump did. There's a group of four guys who do. And. And they did it at Mar? A Lagos, and they were in Palm beach. And he was real straightforward because he was talking about the, you know, he was talking about the Ukraine, Russia, war, you know, and why. Why The Russians felt no problem in doing it with the existing White House, but they wouldn't do it when he was in the White House, you know, and he got, they got 5 million downloads before YouTube took it down and YouTube ticket to. So they, and at the rate at the end of the. Right, at the end of it, Trump said, he said, you guys, you realize this isn't going to be epilogue. They're going to take the, they're going to take this down. And they did. And then it went to Rumble and it's up on Rumble and it hasn't been taken down on Rumble, which tells me that the take downers of the world don't have an ability yet to fool around with this particular platform. And of course Trump has launched his own, you know, truth social. Yeah, he launched that. So my sense is that that's going to happen. There's going to be competitors, you know, competitor platforms and it's a really interesting thing. So, but, but Joe Rogan when they, he was going through his singer who I never knew existed, Neil Young, when he went through, through his, you know, kerfuffle with. Yeah, well, Joe Rogan didn't pay any attention to Neil Young. It was all Neil Young being ornery and cranky.

Dean: Yeah.

Dan: And saying to Spotify, it's him or me and Spotify, Spotify. Spotify. They took scratch their eyes and said, well, I think it's going to be Joe, you know, and without a.

Dean: Anyway, but the greatest thing about it is without a hint of irony of being the guy who broke through saying, keep on rocking in the free world.

Dan: Oh yeah. Yes. Yeah.

Dean: It used to be so anti establishment.

Dan: Oh yeah. I mean there is a historic lesson in today's rebels are tomorrow's angry nannies, you know. Yeah, yeah. Anyway, but the thing was that Rumble said we'll pay 100 million to Joe Rogan. If Spotify doesn't want you, we'll pay you 100 million to be on our thing. So they, they must have some really big money that or they're just audacious bluffers. Yeah. So anyway, but it's interesting the, you know, the, I mean humans are humans and humans in one age will use the tools and weapons they, they have in that age. But in another age it looks like they're doing something different, but they're actually doing, you know, they're actually motivated by the same mindsets and they have the same sort of aspirations and goals such as that there's different tools and different weapons available to them to use it. So it looks like it's radically different to give you idea, because I can think immediately that he's actually picking up on the Sears and roebuck model from 100 and you know, 140 years ago. Do you know the story of Sears?

Dean: A little bit. I mean, so tell me because I

Dan: think you're gonna talk about two things. That two things had gotten really big and the, you know, from around the 1850s to the 1880s, one of them was railroads. You know, the one was telegraph. Okay, so you had two technologies. Yeah, and Sears was a railroad clerk. He, he actually managed a railroad office where packages, these are the freight packages. So he was in charge of it. And he got a box and tried to deliver it in the town where he was. There was no address. There was no address. There was no such address. So he got back to the office, telegraphed the manufacturer and said, there's no, you know, there's no, you know, there's no dress and it's going to cost you this much for me to send it back. And the manufacturers said, yeah, it's not worth it to us. He said, we'll cut you a deal if you, if you buy them from us, we'll give you, you know, we'll give you a really good deal and you can, you know, get rid of them. And Sears was enough of an entrepreneur to say, yes, I'll do that. And he did and he sold it. But in the act of getting things really cheap and actually selling them, he said, oh my God. And he immediately, he had a Mr. Beast vision. So what he did was that he bought watches, small boxes of watches, and he sent them out to about 150 other railroad clerks under a fictitious name by mistake. And they all came back and they did the same thing that he had done. And he said, well, you know, here's the thing, you know, you don't want to do it. And he just added up the figures, you know, what he was doing here. And he says, we could do this with anything we could. So his entire network was created out of existing railroad freight managers. That's basically what they were, freight managers. And so the railroad freight managers are the existing restaurants in Mr. Beast's network.

Dean: I loved it. Yeah.

Dan: And so he's doing it. Yeah. And that's how Sears and Roebuck became the, you know, the greatest retailer in the world up until Walmart and then the next step up was Amazon, you know, and. But what they're doing is that the world has already built their system before they were aware of the system.

Dean: Say that again, the world had already built.

Dan: Yeah. The world had already built the system before they took advantage of the system. Like. Oh, right, those 1600 restaurants.

Dean: Yeah.

Dan: I mean, that's the vast majority of them were probably created before he was born, you know. Yeah. Sitting out there. But they've been underutilized, you know.

Dean: Yeah.

Dan: You know, if I go back.

Dean: Capacity.

Dan: Yeah. Well, if I go back to Jean Baptiste, say, you know, the first definer law, entrepreneurs. That an entrepreneur is someone takes a resource from a lower level of productivity to a higher level of productivity. That's what Sears did, And that's what Mr. Beast is doing. That's what Joe Rogan's doing. That's what Joe Rogan's doing.

Dean: Love that. Yeah. I love everything about that. And that's, you know, you essentially. You look backwards now at what these things are doing. That's what Uber has done. That's what airbnb has done. This whole sharing economy. That when you realize that all this excess capacity that all these cars and humans with those cars driving around with excess time make, you know, lots of opportunities now to just tap into the money stream with your own hours whenever you want. Taking people from one place to another or while you're doing that, dropping food from one place to another.

Dan: Yeah.

Dean: Dropping groceries, doing all that.

Dan: But I beat. But here's the thing, you know, a lot of people will see Mr. Beast and watch what he's done, and I'll say, well, this is easy. We can do it. And then. But Mr. Beast already had a huge following that he had created before he got this idea.

Dean: Yes, well, the vision.

Dan: That's why I mean, he was up. He was up to 50. I mean, when you first introduced him to me, I think he was at 50 million already. And that was before the hamburger idea.

Dean: Yeah.

Dan: Or the burger.

Dean: That's right. That's right.

Dan: Yeah.

Dean: But you look at that now and it's. You know, you do realize that's where. That's why the reach is a multiplier. That's. The reach is the multiplying thing. And that's. It's the most important. You know, I don't know not to say the most important, because they're all important. If you've got. And lots of people have excess capacity in reach, a lot of people have reach that they don't even realize that they have access to or have a plan for doing it, you know, and that's.

Dan: Well, can I give you a little surprise example of my own? Little tiny, compared to what you were talking this is just a little tiny one. But we got. We got a note from Reed Tracy, the publisher of Hay House. And so the two books. And the books are doing really well. We're selling the two of them together. The average is about 13,000 books a month.

Dean: So that's awesome.

Dan: Selling. Selling really great. Again, hats off to you because without who, not how, I would not have. I. I wouldn't be doing this. But he told us that. So the book came out middle of October 2021. This is the gap in the game book. And he told us that Penguin Random House, which is a huge multinational publisher, you know, hundred, you know, long well established publisher, but they pick up other people's ebooks and send them out through their network because there's no cost, there's really no cost of a acquiring an ebook.

Dean: Right.

Dan: Okay. And so they picked up the gap in the gain at the end of October last year. And, you know, and then they were putting out their figures for their ebook sales for 2021. They discovered that in just two months it went to number one. That was number one out of the 1000 ebooks that they had picked up that year.

Dean: That's exciting.

Dan: Yeah.

Dean: Yeah.

Dan: I mean, it's one thing. It's one thing to identify, you know, and take advantage of a reach system. It's another thing is where the reach system just picked up urethane and reached you and you didn't even know about it. I mean, we didn't.

Dean: There's this thing. Yeah.

Dan: And I think. I think the thing is. But it goes back to the idea. Goes back to the idea. They don't do that with everything. You have to have an idea. You have to have an idea to start with.

Dean: Yes. I. It's the catalyst.

Dan: Yeah.

Dean: The idea is the catalyst. Yeah. And it's such a good. You know, it's like. Yeah. The idea on its own. That. That's the thing. An idea is a very. It requires. And let's just think this through because I think I'm thinking something new here, that the idea on its own does not have the same capacity, I guess, as the reach on its own, in a way, like the.

Dan: Yeah.

Dean: It requires the reach or it benefits from the reach and it's a useful. A useful exposure for the reach to do like. To maximize the reach.

Dan: Yes. Yeah. And, you know, something that, you know, I think about and I think about. And I think about from the, you know, the second that you told me it and I'm crediting it to you. So I don't know if it was something that you had heard and passed on to me, or it was your idea, but that a compelling offer is 10 times more persuasive than a convincing argument.

Dean: Yeah, that's me. Yeah. Oh,

Dan: good.

Dean: Yeah.

Dan: Because I've been telling everybody it's you, so I just wanted to make sure that was true. So here's the thing. Convincing arguments don't go anywhere in the VCR system, but compelling offers do.

Dean: Yes, that's exactly right.

Dan: But the multiplier you're talking about is that a compelling offer is a million times more persuasive than a convincing argument.

Dean: That's probably true. You're absolutely right. Yeah.

Dan: Depending on the reach. You know, the reach platform that you're using.

Dean: Yes, yeah, yeah. Because what I. My. You know, the thing about compelling is that it's. The compelling is when you get the benefit of the jet stream of human intention, you know, that it's. It jives with what they really want. When somebody is compelled to get something, this comes back to the. More cheese, less whiskers. Yeah, it comes back to that. You don't have to convince a mouse to try the cheese. Right? The mouse is compelled to get the cheese. Yes. So much so it's the prime director of the mouse. And if you can attach your offer to a compulsion, that's a rocket fuel. That's really. That's what.

Dan: But is. Yeah, but the thing is, if the person offering the compelling officer offer has whiskers, then, yes, that's. It doesn't work.

Dean: The art. That's the art of it, for sure. Yeah. It's being able to. And that really, the only way to do that is to really have the true intention of serving. Yes.

Dan: Creating value.

Dean: Creating value. Yeah.

Dan: Yeah, yeah. You know, it's really interesting. One of the. The book. One of my quarterly books is not the last one, but the one before that. It's called American Happiness. And in it, I say, and this is just an observation from a life where I've lived two thirds of my lifetime outside. Outside of the U.S. okay, so I'm in my 51st year of living in Toronto and then with military duty and, you know, and then I just added up major vacations and everything in actual, you know, actual calendar time. It adds up. You know, I'll be 78, and I've spent two thirds of the. Two thirds, easily two thirds of that time not within the borders of the US But I'm a very, you know, I'm a very committed American in spirit. And. And since the main impact of strategic coach and the main tax that's generated by Strategic Coach happens within the United States. It's, you know, I feel okay about that. I feel okay about that. Yeah. But one of the things that I said that the life, liberty and the pursuit of happiness is absolutely the best and I don't think can be surpassed. Compelling offer that any country has ever made to the rest of the world.

Dean: Yeah, it's a pretty good deal.

Dan: Yeah. And I had a really interesting podcast with. And I said, oh, going back to that, just in the very first chapter of our book, I said, you know, the US Is very interesting because what the founders did right back in the 17. 1780s, they. They made a bet on the country, on the future of the country, that they would bet on individual Americans betting on their future. So it was a bet on a bet. It was a double bet. They bet the country, individuals, through their own individualism and ingenuity, that they would create the country. And we will just create a structure where just a million people and then 10 million, 100 million people will bet their future. Yeah, that's true.

Dean: I think you're. I think that however fragile or limiting self interest is, it's the one. You've said that before. It's the one bottomless, the one you can count on people acting on their self interest.

Dan: Yeah, Yeah. I mean, Madison, who I think is the real, you know, he's the real arc. You know, he's the real programmer here. If you look back at the history, you know, he's a little guy. He was about, you know, five foot two and he weighed, you know, he weighed just over a hundred pounds. And. But he was the master of constitutions. He had. When he, you know, in his state, he had the most collected constitutions in the history of the world. And then he. And Hamilton and Jay, these were three prominent people, John Jay, they put together a series of essays that were published in the.

Dean: In the Federal.

Dan: The Federalist Papers.

Dean: Yeah.

Dan: And the one.

Dean: The.

Dan: And Hamill. I mean, Hamilton was really brilliant. Yeah, he did. But the one that is the most important one was the. It's called number 10. It's Pedro's paper, number 10. That's Madison's. And among other things that he says in there, he says, you know, if. If men were angels, we wouldn't need government.

Dean: Right.

Dan: Okay.

Dean: Well, that was where. That was the interesting thing that I. I was credit. I was. Now I know where that's coming from. But Milton Friedman one time said to

Dan: Phil Donahue as a guest, I remember, I've seen. I'VE seen that.

Dean: And he said to Phil, he said, where do you propose that we find these angels to come organize society without regard to self interest? And he said to Phil, I don't even trust you to do that, Phil. Yeah.

Dan: And, you know, and there's this whole thing that we can't depend on virtue says, so let's find a really great way of depending on vice.

Dean: Right?

Dan: Yeah, yeah. And that is interesting because you can count on that. I mean, you can count on that. And then.

Dean: Yeah.

Dan: You know, and, you know, people will self regulate and you know, they. And they want. The other thing is people want to be well thought of, generally speaking. They want to be for the people that really matter to them. They want those people to think, well,

Dean: oh, they would never paint their self preservation as vice.

Dan: No.

Dean: Nobody would ever do that. Right?

Dan: No, man. Yeah. Yeah. I mean, I was talking just as a brief conversation, because I really don't want to get into that, but it was about the Russian, Ukrainian thing. And it was at lunchtime in one of the workshops and somebody said, you know, he's almost evil. And I said, I said, I don't get. I think he's complicated. Putin. I'm talking about Putin here.

Dean: Yeah.

Dan: And I said, first of all, I think he actually is a total Russian patriot. I think.

Dean: Yeah.

Dan: The worst thing that ever happened. Well, kind of a Soviet patriot, you know, because he thinks that the collapse of the Soviet Union was just the worst thing that ever happened to the world.

Dean: Right.

Dan: You know, he had a position in it. He had, you know, he had, you know, he was a colonel in the kgb and he, you know, he thought it was pretty good anyway. And I said I would find him more credible as a present day Russian patriot if he wasn't the richest man in the world.

Dean: Yeah.

Dan: I mean, Mark Zuckerberg thinks he has a lot. He really doesn't. He really doesn't compared to Vladimir Putin. Because Zuckerberg has tried to earn it honestly.

Dean: Yeah. This is.

Dan: Putin never saw the need for the honest part, you know, so.

Dean: Right.

Dan: So the, the thing is that what I'm saying here is that everybody's a mixture of a lot of different things, you know, and depending on whether you like them or you don't like them, you pick out the thing that, that argues for your case.

Dean: Yeah, there was a great. There was a movie documentary that was really primarily an extended form interview, like several hours of Oliver Stone doing an interview with Putin. And it was really well done. I mean, it was really. I think it was a good insight into him. And I agree with what you're saying that I believe that he would think of himself as a Russian patriot, you're right. Or Soviet patriot. And he realized. Yeah, that's where he's the one that talked about the President because he's seen all the new presidents come in and what he said to Oliver Stone was they all come in and I believe they're good men and they have good, you know, desire for change and they rally people on the basis of that change. And then they get elected and they come in and they sit in the office and the men in the suits come and tell them how it really is and there is no change. That's really the way, that's the historical pattern that he's seen that.

Dan: Yeah. Including itself.

Dean: Yeah. Which is really interesting. Right. I thought that's something though, for. As an insight. Yeah.

Dan: Yeah. Well, my, my take on it, that things change because of the, you know, the, you know, the motivations and personal interests of. In the United States of 330. 330 million people or 340, whatever the number is. 340. And that combined mixing, unpredictable mixing of individual aspirations and capabilities produces constant surprises and changes. And generally speaking, the president, who can explain those, the best, actually gets credit for it and the one who constantly gets taken by surprise by it is seen as weak and incompetent. You know, I think it's an explaining kind of skill. Can you explain this in such a way that people say, I feel better, I feel better. That kind of tells me what's going on. Yes.

Dean: Yeah. Well, I'll tell you, I am. I'm excited about our get together in Palm Beach.

Dan: Yeah,

Dean: it's going to be a fun thing. I was just doing some of the, you know, updates on things that have happened with the VCR formula since we first introduced the concept.

Dan: That's really good. We've got a client who's going to speak in the afternoon and he's got a test and it's. Is your company future ready? So he's put a test together and so we're going to send out the test beforehand and the results will be, you know, the results will be processed and then he'll talk. What he and his specialty is that he's created two award winning films on the use of blockchain around the world.

Dean: Oh, wow. Nice.

Dan: Yeah.

Dean: Yeah. Okay. That's great.

Dan: He lives and he lives in Mississauga. He lives, he's probably. Yeah. And he's from somewhere in the Middle East. I'm Trying to think where he is in the Middle East. He's an immigrant to Canada, as so many of us are. And yeah, and I just found out about him and I called him up and I says, can you, you come and talk to our Free Zone group? He says, oh boy, I'd be delighted to. Yeah. Anyway, so that's, that's. And I think it's going to be you and him for the day because I've got some new thinking exercises.

Dean: Oh yeah.

Dan: And I want to create some slack in the day so that we're not.

Dean: Yeah.

Dan: You know. Yeah, yeah. I like. Yeah, I like having. I tell you what I'm liking. We. I went back to in person. So I've done two. I did one last.

Dean: Yeah.

Dan: Tuesday and the Thursday before. So I've done two of them and they're different. They're very different from pre lockdown. They're very different. Yeah. And I haven't put my finger yet on what the difference is, but one of the things is I think they're different because we at Strategic Coach are different because we've acquired an amazing global capability during the last. I think it's, I think it's changing everything how we think about ourselves, you know, how we explain coach and everything. So I think that there's a difference. But right at the beginning I told Kathy Davis, I said I'm going to plan in person as if they're going to be six hours. Okay. So. And the reason is because we have backup zoom workshops for people who can't make it during the quarter, this quarter especially because people are still kind of caught between two. Two worlds going into the future. We always have quarters where people can't make their workshop and we've got a backup workshop, a zoom workshop for all those. So I did it six hours and then I had two hours left over for just free form discussion. And yeah. Answering question. And I tell you, Dean, it's just absolutely delicious.

Dean: Yes. That's what I love about the format of the breakthrough blueprint. Like that. There's it. We've got the big context but it all takes on the form of what

Dan: do people think about it.

Dean: Exactly. What's actually happening right now with that?

Dan: Yeah.

Dean: So it looks like I've successfully timed the trough of flattening the curve again. I've got up doing a breakthrough blueprint two weeks here in. I guess not two weeks now. It's not this Monday but next Monday. So eight day a week from now should be great. Our friend Derek from introduction from Strategic Coach there He's going to be down.

Dan: Yeah, yeah. He's a great guy. He's the.

Dean: Yeah.

Dan: Great condo guy. He's a great condo guy. One of my. I have two or three. Who are the cops? Condo people in. I mean, there's a lot of condos in Toronto, so.

Dean: Yeah, yeah, yeah.

Dan: Why wouldn't there be? Yeah. But either. He's really a great guy. Yeah, yeah.

Dean: And Gary Clavin is going to be down as well. It'll be fun.

Dan: Yeah. Yeah. That's really good. Yeah. You know, it's very interesting. You talk about. You talk about going back to our reach discussion.

Dean: Yeah.

Dan: And compelling offer, sort of kind of adding those two tools. And Mike Koenigs and I have sort of similar background. Small town, Midwesterners, religion wise. We both grew up in, you know, Catholic and going through the Catholic school and. And I've. I have, you know, a lot of people. You know, it's sort of a theme in the movies and everything else, how when you're an adult, you have sort of negative, bitter feelings towards, you know, Catholic Church and religion and everything else. And I have zero. I have zero. I thought it was fun. I thought it was, like.

Dean: Enjoyed it. Yeah.

Dan: It was like growing up, you know, because my entire teen and early twenties, it was gorgeous music, it was incense, it was stained glass windows, and it was all in a foreign language. And it was like spending your childhood, you know, living in grand opera. It was like grand opera like that. I just thought it was really neat, you know, and everything like that. And fortunately, you know, I had parents who, you know, kind of encouraged me and gave me a lot of freedom and, you know, and so. And we're busy. One of the things I appreciated most about my parents is that they were busy, so you could get away with a lot.

Dean: Right. And you were the youngest.

Dan: No, I was the youngest for a long time, and there's two younger, so. Okay. But I was number five, and number five is born with an invisibility cloak.

Dean: Right, Exactly. Yeah. You weren't the center of attention.

Dan: Yeah. The first thing you learn is how not to cast a shadow.

Dean: Right, right, right.

Dan: Yeah. You know, and, you know, the, you know, you kind of know the parts of the poor that squeak. So, you know, you. You don't walk on those. You know, you're silent and you're quick. But anyway, so I talked to Mike. We were just talking one day, and I said, you know, I think that the Christianity, not necessarily Catholic church, I think Christianity actually created capitalism. He says what? He says what? I said Yeah, I think they did it. I think Christianity right back at the beginning, right, that. Back in the year one, I think I said, I think they created. And he says, I don't understand what you're doing. And he's. I said, well, look at it back then, you know, and this is around the world, there were just a few really powerful people who had everything, and everybody else, you know, didn't count. Didn't really count. And they didn't have anything. And it was profoundly unfair. I mean, it doesn't take much comparison between yourself and other people to understand that this really wasn't fair.

Dean: Right.

Dan: And they came across with a really great idea. Christianity. Speaking about the impact of Christ and, you know, the apostles and especially St. Paul, who was kind of like the Ray crack. He was like the rake. He was like the Ray crack of Christianity. And, you know, Ray. Yeah. And so you could say that what happened, you know, with Christ and the apostles was a bit like the McDonald brothers building a couple restaurants in a backward, not very prosperous country. And St. Paul comes along and says, you know, oh, this has got to go worldwide. So he said, this isn't just for Jews, this is for everybody. This for Gentiles, you know. And the moment he did that, it started going throughout and he. What he had on his hands is the biggest reach system in the history of the world to that point. And that was the Roman Empire. And it swept through the Roman Empire because it had a compelling offer and said, no matter what happens in this world, it, you know, kind of accommodate yourself to it because when you get to the next world, everybody starts fresh.

Dean: And the mansions. Don't forget the mansion. Yep, the many mansions.

Dan: Yeah, the many mansions. So here's the thing. You see the Emperor there? Yeah. He's got it good. He's got it good. But he's going to get judged the same way when he dies as anyone else. So he, he, you know, look at him. I mean, his chances of really get, you know, of actually compiling a really good record aren't as good as yours. You can actually just be a good person and you can take advantage of it.

Dean: Right.

Dan: So I think what happened is that promise of a second start changed the world.

Dean: Even in the. Yeah, exactly. In the present, it changed it.

Dan: Yeah. Right. Instantly it changed it. And right from the beginning, when they had church services, the emperor could come, but everybody else was more or less equal to, you know, equal to the emperor. I mean, if, you know, probably wasn't the emperor, but it was high aristocrats and wealthy People, they came and they were on the same ground. So my sense was that was an amazing idea. That idea that accept the life that you have right now and work hard, but it also meant that you could choose how you wanted to spend your life over centuries. I'm not saying it happened then, but by the time you get a thousand years into, you know, Christianity now, you can start saying, is it okay if I just work hard and make a lot of money during this. During this lifetime? So my sense was it introduced freedom, real freedom into your life that first of all, well, lead the life that you're given, because the way you lead this life and what you make of this life counts in the next life. And I think that's sort of a capitalist idea.

Dean: Amazing.

Dan: What do you think of that?

Dean: I think I agree with that.

Dan: That's.

Dean: That's. I hadn't heard it like that before, but. Yeah. How do they say it all?

Dan: I told it to Mike, and Mike felt a lot better about his upbringing after I told him that. Yeah. I said, you know, I know people. In the next life, Mike, I'm gonna put in a good word for you.

Dean: Right, Exactly. Oh, man. I know people.

Dan: And Dean, you. I. I put you in for the. For the easy pass, VIP entrance.

Dean: Okay, good. There we go. That'll go with me forever.

Dan: You have the gold path. You have the gold.

Dean: I got the gold pass. That's right. I love it. You got.

Dan: You got the gold pass. But I think, you know, quite. People, you know, same law. I mean, people who are, you know, really religious in that. They said, well, you're being kind of sacrilegious. No, I said, just stepping back. I'm a visitor from another planet, Right. Watching what goes on. I'm just trying to describe what I think works and doesn't work in this, you know, in this situation. I said, I think. And it goes back to just the sheer power of a single idea. If it is taken up in a system that can give it instant, enormous reach.

Dean: Yes, I agree. That's what's exciting is that this is where these, you know, the worthwhile pursuit of your own reach. Audience is a very. It's the thing that can be done with capital. It's one of those things. And it's an asset that you're developing that is. Doesn't require up. You know, it doesn't require. It's leverageable because whether you've got, you know, a hundred thousand or 100 million, it's just a bigger number. But you're still doing one thing to Deploy it. Right. The content, the thing that you're getting out to, so it's total leverageable, doesn't require. It doesn't require ten times more work to send a million emails versus a hundred thousand emails.

Dan: Right. And we're all, you know, I mean, I mean, the whole, the whole thing. Is that what I think when we do that VCR inventory, you know, right at the beginning, which will repeat, you know, when you come to, you got to know what you have in order to do something more that in order to be far, far what you know, far, far bigger and better than where you are, you have to actually know what you have where you are, and

Dean: that you have to be able to know when you know it. You have to know it in a way that establishes your collaborative assets as well that you've got. That's what is the key to the free zone, is knowing most people are just blind to what their real assets are or they haven't thought them through what they are or positioned them in a way to modularly contribute them to a free zone collaboration.

Dan: Yeah, yeah, I think I've told you about him. But there's this free zone, a new free zoner in July. He's from Pakistan, Shahid, and he's the biggest manufacturer and distributor of cookies and crackers.

Dean: Okay.

Dan: In the country of Pakistan.

Dean: Okay. Yes.

Dan: So big multinational calls him and said, we'd like to, we'd actually like to purchase your company. And he says, oh, oh, no, you don't wanna, you don't want to purchase my assets. You just like to take advantage of my capability. So he says, he said, why don't we just have a chat about what you have and what I have and we'll put together a collaboration and we'll just send you money.

Dean: Right.

Dan: In other words, you give it.

Dean: I love that you have.

Dan: He said, I suspect you double what I can offer throughout my network just by looking at what you have that I don't have. And it's all electronically controlled, so you'll be able to account for it. So what could have taken a year and a half with a lot of lawyers, travel and expense and frustration, and then he'd be an employee. He stayed an entrepreneur. And within three months they were shipping product. And so when he told me about it, okay, And I, I knew about it before it actually was done deal. So he had joined Coach, virtually done signature for four workshops one year and bumped up the first time he could. So this was his fifth workshop. And, and I, I said, well, you have an amazing Capability that there's no way that they can produce it.

Dean: Yeah.

Dan: And he said. He said, well, it's cookies and crack. I know that's not your capability. And he said, well, what's my capability? And I said, pakistan.

Dean: Access to Pakistan.

Dan: Well, knowledge of Pakistan relations in Pakistan, you know.

Dean: Yeah, yeah.

Dan: Street addresses in Pakistan. Right, right, right, right, yeah. And I said, they don't have any of that, nor could they produce it. That's what they really want. They want to. They want a new. They want a new capability called Pakistan. So anyway, it happens. And he's now he's working on two others where they're food related, you know, they're what he does, and he's seeing what they could be. And. And I said, did that guy ever come to Pakistan? He said, yeah. He said, after we've been up and running for. With collaboration for three months, he said, yep, yep. He came and I said, so? And he said he was really impressed. And I said, why? He says, well, I introduced him to a friend of mine. We had dinner together, and I said, who is the friend? He says, president of Pakistan.

Dean: He was impressed. That's funny.

Dan: No, no, but it kind of shows you. I mean, it's.

Dean: Yeah.

Dan: What can be. I mean, from the standpoint of reach. But. But I mean, it can take all sorts of different forms. Everybody thinks about it, the Internet. Well, it could be anything. It could be anything where,

Dean: you know, we were. It's funny now, if you look about you, we had between, you know, genius network. We had Stephen Harper at network. We've got the president of Pakistan, you know, in free zone. It's so. Yeah. Has a connection. The world. Well, smaller, you know.

Dan: Yeah. And we live in that kind of world now. I mean, that. That's the interesting thing. As I go back, I tell everybody, I said, zoom is not a communication system. It's a transportation system. I said, if you think it's just a. You will not. You will not access more than one tenth of the value of zoom. Right. You think it's. It's a transportation system. Yeah. And. Yeah, that's it. So what have you thought further about in the course of discussion?

Dean: Well, I'm really, you know, I'm doubling down on this idea of ideas. You know what I really need to formalize the, you know, the value of these ideas is really the output of them for me, in a way, you know, like I have been. I've got a long history of having big catalytic ideas for other people that are more capitalized than my own ideas for Me, which is an interesting place to be in. So I'm looking at. I'm just kind of looking at the, you know, the combination of packaging the idea with the capabilities and the reach. Seeing. Being a, you know, a producer or being a. Whether that's the model I'm exploring models that. Of how do you do things like that? Because in the beginning, the ideas are deceptive in that you recognize it as a good idea, but it doesn't immediately feel like it has the economic value that it has until coupled with a capability at a reach.

Dan: Yeah, you know your take. I'm going to. Yeah, go ahead.

Dean: As I said, let that have your take on your lens through my situation kind of thing. I'd love to. Because you are someone who has reverence for and. And extraction of value from ideas. Yeah.

Dan: Yeah. Well, you know, we're. This is the last real push year for me because the moment I hit January 1st next year, I. All the 10 times workshop time, immediately I get 44 days back, you know, 44. That's just for it. And that's not counting the, the prep work at all. That's just the actual coaching. So I get that back and it's all in place. We have four coaches who are in the process of taking. Taking over. And so I get that back. And the thing I'd like to do is, and we can look ahead as early as possible in 2023, is for me to do the 8 profit, the 8 profit activators to do your workshop. And I'll give you my feeling, I'll approach it just from the standpoint, you know, just say, I mean, I'll apply it to myself, you know, and apply it to Coach. But just what we, you know, you never know. I mean, you get together and, you know, and, you know, it's. I think it's a huge platform. I think that I do too. Like, I think that there's, you know, I have this new tool, new thing which is called shortcuts, programs and platform. And, and you'll see that. You'll see that when you come to Chicago. And it's really gone far. It's.

Dean: Right.

Dan: It's actually shortcuts times programs equals platform. It's actually, it's actually a formula. And the thing is that entrepreneurs don't look at their world that way. They don't. The tech giants totally see their world as applications, programs and platform, but entrepreneurs, Entrepreneurs don't. And they, therefore, they don't take. They have lots and lots of shortcuts. I've never met an entrepreneur where I say, is there any shortcut that you've created to help your clients think that? And sure enough. And then you ask them again, and by the time you're finished with the conversation, there's about five or six things which they have created, but they don't take it seriously.

Dean: Yeah, yeah. That's really. I see that as like, that's what I look at the breakthrough blueprint, that 8 profit activator model as a. As an EOS, as a similar type of total thing. Total context.

Dan: Yeah. Now, now, who are the who's who allow you to dominate the world with this without you leaving your. Your sofa out on. Out in the White House?

Dean: Exactly. Right. Yeah, yeah, yeah, yeah. And I thought about that. Like, I look at what you, you know, I think about, because I often channel you in my mind, thinking, what would Dan do? Or what would. How would I observe what you do? And I think that you're. If you just observe, you really. You're doing workshops or coming up with new advancements for the workshops, and that's really all you're doing.

Dan: Yeah, I'm just a shortcut. I'm just a shortcutter.

Dean: Yeah. And so that's those things.

Dan: Ask me about any other activity in my company that doesn't involve me shortcutting, and I don't have the least bit of interest in that other activity.

Dean: Right.

Dan: Being involved with. I have interest.

Dean: Yeah. Yeah.

Dan: Because it's all part of a bigger piece, but I have no interest in being a part of those activities.

Dean: Yeah. Interesting. So it's an exciting time.

Dan: I'm really eager to see the Joe Rogan. The Joe Rogan.

Dean: I am eager for you to do that too. Yeah.

Dan: Yeah. I'll give you feedback on it because both of them are masters of this particular game.

Dean: Yes. I'd love that. That's great. I can't wait for you to see it.

Dan: Yeah. It's like Leonardo and Einstein having.

Dean: Do you imagine? Yeah.

Dan: Having coffee.

Dean: Yeah. Awesome.

Dan: Okay.

Dean: Okay. Well, have a great week in Chicago and I will talk to you next time. Same time. Okay, awesome. Thanks, dad.

Dan: Okay, bye.

Dean: Bye.