Episode #569: Essence Over Analytics: Duff McDonald Explores Purpose, Presence, and People in Entrepreneurship

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I am super excited to announce that we now have a formal

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partnership with the Prospect Wizard. And when I say

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wizard, I mean wizard. Obviously you have a website.

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This allows you to convert your website traffic visitors

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directly into leads. It's not just another chatbot and

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it's. Not AI but it allows a visitor to call, text or leave a

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voicemail immediately. Goes to you, your sales team or anyone else in the

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club instantly. MIT shows a study that if you contact

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the league within 10 minutes, chance of them converting goes up nine

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times that of the average. We got the Atlanta clubs

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on it. Vita Fitness, Gold's Gym, Mountainside

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City Fitness, Philly, College Park. Become one

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of the next Halo companies to deploy the Wizard.

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It's easy to use. Go to the prospectwizard.com

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get a free 30 day trial. Talk to my boy Dave Gallen. He will get

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you all set up and let the leads flow based on the

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Wizard. Go get him.

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This is Pete Moore on Halo Talks nyc. I have the pleasure of

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bringing straight from Woodstock, New York, a

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legendary author and expert specialist

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in how to think about business and how to think about life. Duff

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McDonald. Welcome to the show. Thanks for having me, Pete. Glad to

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be here. So I met you up on Terry Hill, Terry Hill

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Road on the third house on the right with the lights with the Mastery family.

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So give them a shout out for connecting us and hopefully they get a,

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they get a wood chopper that does not create any kind of workers

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comp injuries with the, with the child labor over there. Exactly.

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That's a concern. So jumping in

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here, you've written several books. I've read several of

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them before I met you. The Golden Passport because I went to Harvard Business School.

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And then on my way out of Woodstock, I had the pleasure of

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driving four hours up on my trip to Syracuse

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listening to tickled and trying to figure out what

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tickled me that we'll talk about. And one of the quotes that I love that

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you, that you had in the, in the book was

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I'm the only person I'm responsible for.

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Which was a quote that I've taken with me and put up on our website.

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But do you want to give our audience just a quick background on you started

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investment banker and then became an author. And then I'd love to get your

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perspective on how to think about life and how to think about your career.

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Sure. So I went Wharton undergrad,

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started work on Wall Street. I worked at Goldman Sachs for

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two years. I was investment banker in their analyst program,

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left that and went into business journalism

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and spent 20 years as a magazine writer,

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left that or sort of stopped doing so much magazine writing when

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the Internet kind of destroyed the economics of

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print models and

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weirdly, ironically, ended up writing books after that.

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Wrote a book about Jamie Dimon, wrote a book about McKinsey, wrote

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a book, as you say, about Harvard Business School. Wrote a book

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with a friend of mine, Christiane Lemieux, called Frictionless,

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about Internet era business models. Then

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during COVID shifted gears entirely and wrote a

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memoir called Tickled. Because

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during early quarantine, my. Everything

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sort of exploded for me mentally in a good way, and

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I sort of re thought

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or sort of came to a new understanding of how I would look

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at life and sort of re architected my entire approach

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to living. So numbers, numbers, numbers,

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banking, business, journalism. And then as you know,

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in Tickled, I kind of disavowed numbers. But we can

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get into that in a sec. Yeah, yeah. I mean, the first part of

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Tickled, for those who will end up reading the book, or just to give you

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a little summary, the first couple of chapters are Duff talking about the book

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that he was going to write and the book that has evolved into

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Tickled and kind of almost went against your,

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your, your narrative and thesis of what you wanted to tell people.

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You know, we spend a lot of time with clients in the halo sector

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and health clubs, you know, looking at their data,

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talking about like artificial intelligence. And I joke around with them that

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you can't have artificial intelligence until you have intelligence,

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you know, so that's something that like you might want to actually understand the

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numbers. But what, what, you know, as you kind of hit that tipping point of

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starting to write the book and then almost like kept writing as you were

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thinking about what the, you know, redirection was,

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what kind of, you know, annoyed you about where you were

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heading to give people a little bit of like a taster.

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Appetizer. Sure. So, you know, as a business,

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you know, major and then banker and then business writer,

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I spent most of my life and

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certainly all of my career

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under the impression or sort of the assumption

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and ultimately proved to be an unexamined

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assumption that if you have the numbers, you

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have the story. And I went so

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far as to say that to people, if you've got the numbers, you got the

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story. Now that's true in the sense of if you are

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trying to tell a story about numbers and then you

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have the numbers, then you've got the story. But I suddenly realized,

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and this was out of the blue in Quarantine, it's

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like if, if you're writing about a

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business like, of course we want to talk

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dollars and cents. How big is it? How many are there?

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How does it compare to others that do the same thing that it does?

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How does it compare to itself, you know, in the

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past or the future? And, you know, of

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course, we use, we use an arithmetic framework to sort

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of put something in a place where we can and understand it.

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But it all of a sudden hit me out of the blue that

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numbers cannot grasp the essence of a thing.

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And it's a subtle point, but, you know,

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an easy way to think about it is like, if we think about you or

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me. There's been this big push for the quantified

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self in recent years, right? We count everything about ourselves.

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And in health, obviously, people like to do that too. But

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so it's like, yes, it's interesting how fast you can run a mile.

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Yes, it's interesting how old you are. Yes, it's interesting how much

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money is in your bank account. But all of those things, if you said, tell

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me, give me the essence of Duff,

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you wouldn't have a number, because a number cannot

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grasp it. And that suddenly hit me.

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I was like, oh, my God, maybe this applies to everything.

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Maybe we're counting, trying to count our way to

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meaning. When we can't do that.

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You can count your way to counting. But, like,

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when we say, how many? Sure, but why?

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No, the answer to why is not a number.

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So I suddenly, yeah, sorry, go ahead. No, you kind

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of get into the crux of capitalism and quarterly

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earnings and reports, and I feel like that's all

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that's reported, is the numbers, and people don't ever think about

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what's the mission statement. How many lives have you affected, how

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many jobs, people you've employed? What's the feeling

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that people get? Are you delivering happiness? Are you

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solving problems? I think that's the crux of what you're getting at

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for. For an entrepreneur. And unfortunately, we're locked into this game of

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I got to talk to my investors about my numbers, and they don't really give

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a shit about anything else. And why is that? Why do we get here

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or how do we get out of here? You know, I make a point in

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the book where I. And it's my

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distinction, but I think it works just for thinking

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about it. I think at some point along the way, we split into

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two groups. There are

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experts and there are specialists.

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If you open up the New York Times on any given day,

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they probably use the word expert in it maybe 50

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times in one day. And what

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experts tend to mean in the context

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of the times and sort of a modern parlance is

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people who count things and predict things.

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Right. So during COVID they were always talking to

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epidemiologists who studied the statistics of COVID and

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tried to predict where it was going. So there are the

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experts on the one hand. On the other hand, there are specialists.

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So a specialist is someone who has mastery of a

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thing. Right. So a great chef,

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a doctor, or a,

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you know, musician or a athlete,

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someone who has. Who has put all their focus and energy

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towards mastering some specific aspect of life.

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And it suddenly hit me, I was like, okay, if you had

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Covid in the thick of it when everyone was terrified,

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would you want to go to the expert who is

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the epidemiologist who counts things,

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or would you want to go to the infectious disease specialist

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who will actually treat you? I think one of the

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things that's happened to us as a culture and

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capitalism is certainly behind this, is that

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we have ceded too much of the discussion to the

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experts, to the people who count things,

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whereas the specialists are just off doing what they're doing. Right.

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So we let the conversation be driven by an

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analytical view of it rather than a synthetic view of it.

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Like you were saying before, when we want to talk about a company,

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especially small companies that are on a growth curve. Yes,

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you're tracking the data, but you. But you really want to be

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tracking, like, what are you doing? Why are you doing it?

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As opposed to have you doubled X?

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Right. And the experts are the ones who are like, oh, this is half the

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size of that, and it could be twice the size it is in the future.

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You want to talk to the people who can talk about the essence of a

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thing. Yeah. The irony of what you're saying

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is you should really have to be a specialist

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as a prerequisite to be an Expert.

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Yeah, exactly. 100%. Because it's funny, I read these Wall

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street analyst reports, which I've been reading for coming on now

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25 years, and I'm thinking you have never been in a health

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club. You have no idea what that business

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and. And revenue engine, like what, what it takes to

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do that. And also when you put projections on an Excel model and

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you want, like, Planet Fitness to open up 300 locations, that's

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300 leases, that's 300 real estate brokers, that's, you know, $2

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million of equipment per location, that's hiring 15 people,

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that's getting permits from the city. You know, that's actually somebody waking up at

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4 o' clock in the morning. You know, it's all like these things of like

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the specialists are like. You're saying maybe the reason why the specialists aren't

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in the Wall Street Journal is because they're busy,

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right? Oh, no, exactly. And you know what? This is not a

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new issue. I trace in. I've talked

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about this more in the Golden Passport, the Harvard book than I did in

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Tickled. Right. Like I trace a lot of our current

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sort of societal woes to.

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We're the most over educated people, right?

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So instead of going and apprenticing

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with someone who actually can teach you how to do a thing,

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we spend more time in school talking

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about a thing, right? So another,

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another way to think of my division is an

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expert is someone who talks about stuff.

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A specialist is someone who does stuff. And

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you know what? Where we are as a culture now, you

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need both. And you're right. The best of the best is

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the specialist who will talk to you about

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their specialty. The worst of the worst is the

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inexperienced expert.

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This is Pete Moore. I want to let you in on a little secret. There's

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this company called Promotion Vault. And what they do is they give out rewards

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from retailers that allow you to incentivize your

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members without having to do zero down and one month free

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or giving away shakes or giving away t shirts. What you want to

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do is build a rewards program that lasts, that people value

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and that doesn't discount your own products and services. So here's the deal.

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There's something called Rewards Vault. The Rewards Vault is going to

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allow a member to set up their own profile. They are going to

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answer questions, you are going to get those answers, you're. Going to be able to

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target those. Members and you're going to reward them inside your club,

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inside your spa and outside of the club and outside of the

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spa to get them to become loyal, to get them to pay their

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monthly dues and to be rewarded properly for the

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actions. A lot of companies are cutting back on rewards. You shouldn't be.

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Promotion Vault, your answer, Trust me, this is real.

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You know, I'll take this down to like a granular level of something that we

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did at Woodstock like four weeks ago. But I took Siege, Noah

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and Adam and we went down and we sold, we set up a lemonade stand

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on the corner and we basically taught these 12 year old kids like, this is

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how you sell a product. This is how you talk to people. You don't yell

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at people, you bring them in. You might offer them something for

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free. If they make a Donation as part of it. So

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you're actually freed in the transaction. And I think what's happened in our

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society is people get into sales roles, but they actually

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haven't been taught the relationship side of sales or

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the social side of sales, and they're given quotas and numbers.

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So to take it back. And I don't have an answer for this. You probably

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do. How do we change the narrative and how do we

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change the storyline to get across and live in a society that you

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and I want to live in? So

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a big part of Tickled and my

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conclusion that counting it leads us astray

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came down to. In early quarantine, I

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suddenly found myself saying to my girlfriend, now my wife,

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and in all sorts of junctures, I'd be like, oh, my God, this is the

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best burger ever. Or, oh, my God, this is the best book I ever

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read. Or, oh, this is the best band I've ever listened to.

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And I kept saying it and I kept saying it. And at one point

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I said to myself, have I lost all sense of

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all my standards ever? It's just the latest. Like,

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don't I? Doesn't something have to have quality? And then I realized

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it's like that wasn't what was happening. I realized that I was present.

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And I was like, oh, my God, this is what they're talking

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about. When you're present,

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you get as close as you can to the sort of miracle

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of it all that we exist. And a couple

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things came out of that instantaneously for me.

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One, you cannot count the present,

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you cannot count now. And there's a

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reason for that. One, it contains everything,

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everything is contained in now. So you can't actually count it. And.

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Or if you tried, as soon as you start trying, it's not now

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anymore. You're off of now. So that's a sort of a

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philosophical insight that to hold on to

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there. So once you realize that there is only

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now and you can't count it, right? So

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then what are your options here? Because what we do when we try to count

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things is we say, how are we doing today versus yesterday?

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So we're comparing now to not now, or how are we

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doing today versus how we want to do in the future? You're comparing

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now to not now. And when we do that, when we count

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things, essentially, and we start comparing, it takes you out

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of your present moment, right? Because you're thinking, if you're thinking

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past, you're not present anymore. You're thinking of the future. If

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you are present, right? So A couple

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final insights. Like, first of all, everything that has

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ever happened has led us to this

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moment, right? So therefore, everything in

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the past is already contained in now.

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Anything that might happen in the future

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could be a bunch of things, but no matter what it is, it's

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going to start now. So therefore,

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the future is also contained in now.

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This is like Eckhart Tolle talks about this a lot in the Power of Now.

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So given that the whole past is already in now and the future all

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starts now, you could do yourself a, like,

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more of a disservice if, like, if you decide, okay, you know what, I'm going

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to focus on something that isn't happening right now. You've basically

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given up all things, right? So if you focus on what's happening

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right now and you're not distracted,

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your awareness of what's happening will increase and

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you will see more opportunities than you otherwise would have

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seen if you were distracted. And you will make better

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decisions, which will bring the future to you.

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So to circle us back to your thing about entrepreneurs, right? Like,

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of course there's going to be tracking. If you're a business,

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you got a payroll, there are certain numbers we have to pay attention

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to. But when you're not doing the sort of admin,

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the more of your focus you can bring to what you're doing

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right now. Not like now, this week,

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now now. If you focus

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everything you have on that, what's that going to do?

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You will, you will. You will notice more. Right.

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I think to kind of frame this for. And that's awesome, dude. I love it.

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And I'm trying to practice it much more than I used to

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from an awareness standpoint. I had somewhat of an awakening, you

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know, during COVID as well, when all of our businesses were closed. And I told

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people as a joke, they're like, how's business going? I'm like, bro, I'm an unpaid,

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pro bono, certified entrepreneurial therapist. So

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how do you think it's going financially? It's not going well, lifestyle wise.

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I actually, like, wrote a book, actually

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planted some plants in the backyard. I put out,

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like, some seeds for the, for the squirrels. I didn't know that it was a

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day that they sprayed the pesticide. And I would argue, but I'm saying. Like, that

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was awesome. You weren't distracted by the future.

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Exactly. Or stressed about the past. Yeah. At the same time. Right.

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But. But to bring it back to, like, the people that are listening to the,

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to this, you know, if you're inside of a health club and, and this, this

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bothers me. And Duff, you'll, you'll stick with me on this part

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here. You know, when I check into a club, okay, and I'm paying you

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$40 to go into a soul cycle or a spinning class or

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a high intensity workout, look me in the eye, okay? Be

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present with me. I'm here and I'm trying to get value out of this.

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Ask me why I'm here, ask me what I'm trying to achieve, and note

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down that we are now building a relationship. Okay? Everyone looks at the

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data and says, hey, what's your attrition rate? How many first time visitors came back

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and now turned into a membership? Well, let me tell you, all that

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is like contained in the now of what relationship we built or

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did not build. You know, so it's almost like the human interaction of you

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staying present actually create something that's a bond. Then now I

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might actually help your business financially. Yeah. You want to count it? It

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goes back, it goes back to my earlier point about, you know, you can count,

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we can count ourselves in, you know, six ways from Sunday. But

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when you're standing in front of a person engaging with them,

333
00:21:11,900 --> 00:21:15,660
there's no like, again, in the

334
00:21:16,300 --> 00:21:20,100
trying to be on the button of now. Not like, can I convert

335
00:21:20,100 --> 00:21:23,880
these guys to a paying customer? When you're looking at them right in the eye,

336
00:21:23,880 --> 00:21:26,810
you, it's not, it's a non countable situation.

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It's. You want to be connect and realize that you're both

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alive and that you both exist and that

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you are, you know, in, in you are, you

340
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are in a sort of a unified state. At any point when you're dealing with

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someone and you want to just make the best of it, counting something isn't going

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to get that done for you. You know, when you watch like college sports and

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they talk about some of these kids and they talk about their grit and they

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talking about their resilience and their backgrounds and how

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coaches get the best out of them. How if you, if I put you as

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like, I don't like to use the term hr, but let's say you, you,

347
00:22:02,500 --> 00:22:05,740
you became the head of player personnel and you were

348
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recruiting. How do you decipher who lives

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in the now? Like, what questions would you ask? Or how do you, how could

350
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you figure out, like, I want to build my team with, with the presence

351
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of those types of people? That's a good point. It's a great point.

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You know, the book was called Tickled

353
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for a specific Reason. I realized at some point, sort of trying

354
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to think about what I was trying to get across, Right? Yeah.

355
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All the ways that we engage with

356
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the world around us. Right. All the senses.

357
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We actually. Whenever something

358
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works for you or connects, there's a tickle.

359
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And I'm like, I can explain. It's like good food. We say

360
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tickles the top, right? When someone tells you

361
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something that you think is really interesting. So it's like your mind is like, oh,

362
00:22:59,750 --> 00:23:03,389
that's cool. It sort of tickles a little bit, right?

363
00:23:03,870 --> 00:23:06,110
Physical stuff, like, great.

364
00:23:07,630 --> 00:23:11,350
When we are engaging with the physical part of

365
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our own existence, you know, up to sex, like, orgasm

366
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is the ultimate tickle. But you

367
00:23:18,630 --> 00:23:22,390
know, doing something when your body feels good,

368
00:23:22,710 --> 00:23:26,470
it tickles. And then the final one is when we create something out of

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nothing, right? The moment you have when. When

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00:23:30,190 --> 00:23:33,630
you're like, oh my God, I just brought something out of

371
00:23:33,630 --> 00:23:37,110
nowhere, Whether it's an idea, a piece of art,

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or even just like a dinner, like, it's, it's. It feels

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good to basically be engaged in the creation of your own

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reality. Right. So. And when. When you're doing

375
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any of those things, basically reminds you,

376
00:23:52,070 --> 00:23:55,270
you know, why it's awesome to exist.

377
00:23:56,070 --> 00:23:59,870
Yeah. And, you know, why do we not. Why do, like,

378
00:23:59,870 --> 00:24:03,350
we've all been sad and depressed. Why do you not kill yourself when you're depressed?

379
00:24:03,510 --> 00:24:07,190
Because ultimately it's fundamentally awesome to

380
00:24:07,190 --> 00:24:10,870
exist. And deep down we know that even if we're sad. So back to your

381
00:24:10,870 --> 00:24:14,500
point about recruiting, right? Like, the people who will

382
00:24:14,500 --> 00:24:18,180
do the best at any particular thing are going to be

383
00:24:18,180 --> 00:24:21,860
those who are most engaged with it. And that basically

384
00:24:21,860 --> 00:24:25,500
you can tell like, like when someone is locked

385
00:24:25,500 --> 00:24:28,860
in to. To their thing, their

386
00:24:28,860 --> 00:24:32,540
tickle, you can just tell, right. They're

387
00:24:32,540 --> 00:24:35,900
not trying to sell you something, you know,

388
00:24:36,140 --> 00:24:39,900
a piece of their own data point. They're not trying to persuade you.

389
00:24:39,900 --> 00:24:43,320
You can just see it. And like, again, I'm not a

390
00:24:43,320 --> 00:24:47,080
recruiter, so maybe some people who have to deal with hiring are like

391
00:24:47,080 --> 00:24:50,560
this. You can't see it, but like, no.

392
00:24:50,880 --> 00:24:54,680
You feel the energy of people in a room in their presence. I got,

393
00:24:54,680 --> 00:24:58,520
I got. Yeah, like, like, for

394
00:24:58,520 --> 00:25:02,080
me, like, ever since tickled, it's like my whole thing is like, is, does this

395
00:25:02,080 --> 00:25:05,840
tickle? Does it feel good? And if so, like, why? And

396
00:25:05,840 --> 00:25:09,640
like, to zero in on that, you could do that with people too. People

397
00:25:09,640 --> 00:25:13,200
can be. Can tickle you. And some people don't

398
00:25:13,200 --> 00:25:16,960
tickle you. Right. And it's like, you know, let's not. Maybe we're

399
00:25:16,960 --> 00:25:20,640
not meant to work together, but those that do, right? That's the goal

400
00:25:20,640 --> 00:25:24,480
that, like, you've got the brass ring there? Yeah. So. So, so

401
00:25:24,480 --> 00:25:28,200
one. One technical question. If I'm in an interview and I

402
00:25:28,200 --> 00:25:30,400
interview someone, can I ask them what tickles you?

403
00:25:32,080 --> 00:25:34,960
You know, I don't even know these days. Right. You know,

404
00:25:36,340 --> 00:25:40,100
I am not the woke police. I'm just wondering

405
00:25:40,100 --> 00:25:43,660
because I think it's a great question. Right. I mean, you know what? That came

406
00:25:43,660 --> 00:25:47,460
up. That came up in a couple ways. I first wanted to call

407
00:25:47,460 --> 00:25:50,940
the book Tickled. I wanted to call it how to Tickle

408
00:25:50,940 --> 00:25:54,780
Yourself. And the publisher said, we're not going

409
00:25:54,780 --> 00:25:58,380
to do that. That's funny. But I did

410
00:25:58,380 --> 00:26:02,220
take the time to articulate in

411
00:26:02,220 --> 00:26:04,180
the beginning of it. I'm not talking about

412
00:26:05,670 --> 00:26:09,390
tickling in a perverted. Yeah, I

413
00:26:09,390 --> 00:26:13,150
know that comes. Right. It's like. It's like I said, if you look it

414
00:26:13,150 --> 00:26:16,750
up in the dictionary, there's. There's Tickle, which is sort of

415
00:26:16,750 --> 00:26:20,390
to. It's like to. To, like,

416
00:26:20,390 --> 00:26:24,230
stir your soul. Yeah. Right. And when people say,

417
00:26:24,230 --> 00:26:27,910
oh, that tickles me, not under your armpit,

418
00:26:28,070 --> 00:26:31,270
but like, the sense of being tickled to be alive,

419
00:26:32,420 --> 00:26:36,060
I think if we prefaced it. Properly, you could say, so it was

420
00:26:36,060 --> 00:26:39,660
interesting. I'm on LinkedIn a lot. That's kind of like my

421
00:26:39,660 --> 00:26:42,820
primary content consumption.

422
00:26:44,180 --> 00:26:47,300
And obviously that's a highlight reel and a lot of numbers and a lot of

423
00:26:47,300 --> 00:26:50,900
fluff and a lot of bullshit. But I did read something the other day that

424
00:26:50,900 --> 00:26:54,660
I thought would resonate with you. When you are meeting somebody at a

425
00:26:54,660 --> 00:26:57,780
trade show or a dinner or networking event or what have you, instead of saying,

426
00:26:57,780 --> 00:27:01,540
what do you do? I read and they said, ask somebody,

427
00:27:01,540 --> 00:27:05,260
like, what are you working on that you're passionate about? And, like, give them the

428
00:27:05,260 --> 00:27:09,100
opening to basically say. To basically do exactly what you're saying,

429
00:27:09,100 --> 00:27:12,700
like, what's tickling you? And obviously you want to share that. And maybe I would

430
00:27:12,700 --> 00:27:16,340
share that passion with you. I would. You know, people love to talk

431
00:27:16,340 --> 00:27:20,060
about what their ideas are and what they're currently trying to

432
00:27:20,060 --> 00:27:23,500
pursue in their dreams. I think that was

433
00:27:23,820 --> 00:27:26,780
something for me, where you go around the room and you're like, what do you

434
00:27:26,780 --> 00:27:30,100
do? What do you do? What do you do? And it's like, you know, truncated

435
00:27:30,100 --> 00:27:33,420
resume, which is kind of boring, versus what are you passionate about?

436
00:27:34,380 --> 00:27:38,220
Sure. Or. Or you could just, you know, what's your. Who's. What's the best

437
00:27:38,220 --> 00:27:41,940
song you've heard recently? Right. Like, I remember when I was

438
00:27:41,940 --> 00:27:45,540
in. When I was first interviewing as an undergrad for jobs on

439
00:27:45,540 --> 00:27:49,060
Wall Street. Yeah. One of the interviewers was asking me the same

440
00:27:49,060 --> 00:27:52,740
old stuff and I obviously had a look on my face and they

441
00:27:52,740 --> 00:27:56,490
said, there's something wrong. And I said, you all ask us

442
00:27:56,490 --> 00:28:00,290
the same questions and we all give you the same answers. How can you,

443
00:28:00,930 --> 00:28:04,450
like, claim to find the creme de la creme

444
00:28:05,010 --> 00:28:08,690
if it's all the same? So I think as

445
00:28:09,170 --> 00:28:12,930
like, I did have a phase like 20 years ago when I

446
00:28:12,930 --> 00:28:16,450
was in New York, bureau chief for a magazine. I was hired a lot of

447
00:28:16,450 --> 00:28:20,170
people hired like 30 or 40 people. I would just.

448
00:28:20,170 --> 00:28:23,790
My interviews were not like the interviews I

449
00:28:23,790 --> 00:28:27,470
had. You know, I went to myself. It was just trying to get to

450
00:28:27,470 --> 00:28:31,270
know the person. And, you know, the more you can ask them about

451
00:28:31,270 --> 00:28:35,070
what their personal interests are, then they'll get fired up, then you'll know

452
00:28:35,070 --> 00:28:37,670
what tickles them and then, you know, off to the races.

453
00:28:41,190 --> 00:28:44,950
This is Pete Moore. Here's the last tip for you of the podcast.

454
00:28:45,270 --> 00:28:48,300
We are partnered up with a company called higher dose

455
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462
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464
00:29:20,620 --> 00:29:24,260
for 200 bucks per month where they're paying 39 to

465
00:29:24,260 --> 00:29:28,100
you. Let's become an expert in workout recovery. If we

466
00:29:28,100 --> 00:29:31,500
are already an authority in workouts, Higher dose,

467
00:29:31,820 --> 00:29:35,500
check it out. There's a wholesale code and we look

468
00:29:35,500 --> 00:29:38,700
forward to helping you augment your products and services

469
00:29:39,180 --> 00:29:42,990
to meet the demands of your members. And hey, let's get people

470
00:29:42,990 --> 00:29:46,830
happy, healthy and sweating. And the recovery should be

471
00:29:46,830 --> 00:29:48,070
just as. Good as the workout.

472
00:29:52,950 --> 00:29:56,790
So. So last question on the we could talk for hours, obviously, and I really

473
00:29:56,790 --> 00:30:00,510
appreciate your time here. I think people are going to get some takeaways on living

474
00:30:00,510 --> 00:30:04,230
in the present and tickling themselves and tickling their employees and making

475
00:30:04,230 --> 00:30:07,680
something awesome in that, in that chain. What brands

476
00:30:07,680 --> 00:30:11,200
tickle you or what brands do you think are doing the right thing to emote

477
00:30:11,360 --> 00:30:15,160
in a personal connection that is not just like, hey,

478
00:30:15,160 --> 00:30:18,640
I'm an authority. I'm selling you products that I'm getting as much money out of

479
00:30:18,640 --> 00:30:22,360
you as I can, or I'm selling you a premium experience. What things resonate with

480
00:30:22,360 --> 00:30:24,560
you is like authentic tickling.

481
00:30:26,480 --> 00:30:30,120
You know, branding. You know, we're talking

482
00:30:30,120 --> 00:30:33,860
about a relationship With a corporate, like

483
00:30:33,940 --> 00:30:37,740
in a commercial relationship. So most of the things, if

484
00:30:37,740 --> 00:30:40,900
you ask me about branding, it's quality. Right.

485
00:30:41,780 --> 00:30:44,100
So I live up, up here outside the city.

486
00:30:47,540 --> 00:30:51,380
Husa and steel chainsaws. Either one, I

487
00:30:51,380 --> 00:30:55,140
use both. And it's because they're awesome. Right. They don't break

488
00:30:56,900 --> 00:31:00,400
and they do exactly what they're supposed to do. On a

489
00:31:00,400 --> 00:31:02,480
related note, there's a.

490
00:31:04,240 --> 00:31:07,920
So up here I can go with.

491
00:31:07,920 --> 00:31:10,720
If I need to go to the hardware store, I can go to Lowe's, Home

492
00:31:10,720 --> 00:31:13,600
Depot or Herzog's, which is a local

493
00:31:16,240 --> 00:31:18,560
hardware store. Like it's an Ace Hardware,

494
00:31:19,920 --> 00:31:23,680
but it's like it's, it's real local. It's more personal in

495
00:31:23,680 --> 00:31:23,920
there.

496
00:31:27,690 --> 00:31:31,410
Herzogs hands down. Because I go in there, you could talk

497
00:31:31,410 --> 00:31:35,210
to people and know where the stuff is. And so it's

498
00:31:35,210 --> 00:31:38,170
like people who actually take it seriously to,

499
00:31:38,890 --> 00:31:42,250
you know, do right by their customers love that place.

500
00:31:44,330 --> 00:31:45,290
Let me think here.

501
00:31:48,250 --> 00:31:51,450
You know, I hate to say it, Apple,

502
00:31:52,290 --> 00:31:55,970
because I think there is no brand on earth that is more adored, that

503
00:31:55,970 --> 00:31:59,730
doesn't give a about its customers ultimately.

504
00:32:01,090 --> 00:32:04,050
Like I had an Apple II plus from,

505
00:32:04,690 --> 00:32:08,490
from like 1980 to the year 2000. I

506
00:32:08,490 --> 00:32:12,250
had that computer for like 20 years. And now a laptop,

507
00:32:12,250 --> 00:32:15,810
you're lucky if it lasts you two years. Yeah,

508
00:32:17,010 --> 00:32:20,570
but they do it well design wise. What

509
00:32:20,570 --> 00:32:24,370
other brands? Nothing's coming to me off the top of my head. Yeah, no, I

510
00:32:24,370 --> 00:32:28,050
think that's a good. I love the local hardware store because you would have argued

511
00:32:28,050 --> 00:32:30,610
that if you were in Harvard Business School and you were doing a case study

512
00:32:30,690 --> 00:32:33,890
on Ace Hardware, that would have been out of business already. Right. That would have

513
00:32:33,890 --> 00:32:37,690
been like the expert conclusion that this is like a

514
00:32:37,690 --> 00:32:41,490
cash, cash runoff business and these things aren't going to compete. And I

515
00:32:41,570 --> 00:32:45,210
go to Ace Hardware because I. Exactly what you talk about. I want to talk

516
00:32:45,210 --> 00:32:48,510
to somebody and I want to tell them what project I'm working on and what

517
00:32:48,510 --> 00:32:52,150
is the solution and they'll give you their specialists and they care.

518
00:32:52,550 --> 00:32:56,270
I think caring is like just a big part of retail that

519
00:32:56,270 --> 00:32:59,510
everybody forgot was like part of like the business model.

520
00:32:59,830 --> 00:33:03,510
Caring. Yeah. And again, I would argue that we

521
00:33:03,510 --> 00:33:06,310
are so distracted by

522
00:33:07,190 --> 00:33:10,510
the past and the future, which leads us to be

523
00:33:10,510 --> 00:33:14,340
distracted by numerical comparisons, which leads

524
00:33:14,340 --> 00:33:18,100
us to sort of lose our grasp on the

525
00:33:18,100 --> 00:33:21,900
present moment. Because if you're comparing anything, you're not

526
00:33:21,900 --> 00:33:25,660
present. Right. And it leads us

527
00:33:25,660 --> 00:33:28,060
to sort of lose sight of.

528
00:33:29,900 --> 00:33:33,740
And I said this at the beginning, the miracle at hand. One of the things

529
00:33:33,740 --> 00:33:37,500
that occurred to me during COVID I was not particularly religious

530
00:33:37,900 --> 00:33:41,650
or even spiritual for most of my life. And

531
00:33:41,650 --> 00:33:45,210
then it just hit me like. Like an anvil on the

532
00:33:45,210 --> 00:33:48,090
head. I was like, oh, my God. It's a

533
00:33:48,330 --> 00:33:51,890
miracle that any of us is here. Yep. Right.

534
00:33:51,890 --> 00:33:55,569
You've heard the thing where they talk about, you know,

535
00:33:55,569 --> 00:33:58,810
the. The odds of you being conceived. Right.

536
00:33:59,450 --> 00:34:02,810
You know, everything had to fall into place for you to be conceived.

537
00:34:03,690 --> 00:34:07,370
You could go back in your family tree. And so it's like infinite upon

538
00:34:07,370 --> 00:34:11,210
infinite upon infinite odds. The fact that you're here is like an infinite m.

539
00:34:12,230 --> 00:34:15,790
And when we do what we

540
00:34:15,790 --> 00:34:19,430
do, we all have to do something. You got to do something in any given

541
00:34:19,510 --> 00:34:22,950
moment, Right. You don't want to squander

542
00:34:23,590 --> 00:34:27,190
this infinite prize, like, counting some

543
00:34:27,190 --> 00:34:30,950
shit. You want to spend it engaging with

544
00:34:30,950 --> 00:34:34,430
the reality that's right in front of your face. And most of the time, like

545
00:34:34,430 --> 00:34:38,039
you say, if you're in service businesses like this, it's people,

546
00:34:38,759 --> 00:34:42,519
right? It's the people should. We've got it all backwards.

547
00:34:42,519 --> 00:34:46,279
We're counting the people. Right? Right. Doing the people

548
00:34:46,279 --> 00:34:50,039
thing and then counting it after the fact. Right. We just

549
00:34:50,039 --> 00:34:53,639
got to, like, you know, there's only one go around on this

550
00:34:53,639 --> 00:34:57,439
ride. And the interesting part

551
00:34:57,439 --> 00:35:01,079
of it is not a number. The interesting part of it is

552
00:35:01,079 --> 00:35:04,799
something that's happening to you, and more than. More likely

553
00:35:04,799 --> 00:35:08,600
than not with some other people around, and you're engaging in,

554
00:35:08,600 --> 00:35:12,240
like, a, you know, doing a joint miracle together.

555
00:35:12,960 --> 00:35:16,640
Yeah. I tell people, you know, most people know how fast the car they're

556
00:35:16,640 --> 00:35:20,440
going is driving, know how fast they run a mile, and nobody

557
00:35:20,440 --> 00:35:24,160
knows that the Earth's going around the sun at 66,000 miles an hour

558
00:35:24,320 --> 00:35:27,840
and rotating at 1400 miles an hour. And then the sun,

559
00:35:27,840 --> 00:35:31,600
96 million miles away, like, enjoy the ride,

560
00:35:32,230 --> 00:35:35,270
however it's been constructed and do good things

561
00:35:37,030 --> 00:35:40,630
and give back. And I think the interesting takeaway here is that

562
00:35:41,190 --> 00:35:45,030
for the operators here that are so immersed in their numbers. Look, I'm a

563
00:35:45,030 --> 00:35:48,390
guy trying to help people bring in capital to solve

564
00:35:48,390 --> 00:35:52,150
loneliness, diabetes, and obesity. But at the end of the day, it comes

565
00:35:52,150 --> 00:35:55,870
down to what's the multiple, what's the valuation. I'm fighting over $10,000

566
00:35:55,870 --> 00:35:59,570
right now. We're fucking H vac unit in Texas.

567
00:35:59,570 --> 00:36:02,690
That may or may not break within the next 30 days. Does. @ the end

568
00:36:02,690 --> 00:36:06,210
of the day, does that matter? The answer, obviously, is no. Okay? But I'm, like,

569
00:36:06,210 --> 00:36:09,810
spending time on that, you know, minutia point on an asset

570
00:36:09,810 --> 00:36:13,570
purchase agreement right now. So I think let's let everybody level up

571
00:36:13,570 --> 00:36:17,330
and say, instead of counting your numbers every day, count, like, the good things

572
00:36:17,330 --> 00:36:21,090
that happen and then that. That the income statement will,

573
00:36:21,090 --> 00:36:24,810
like, kind of build itself because you do. Or I

574
00:36:24,810 --> 00:36:28,330
wouldn't even go so far as count the good things. Like, the point I was

575
00:36:28,330 --> 00:36:31,880
making before now, like,

576
00:36:31,960 --> 00:36:35,600
I. I can't overstate it, right? And like, the

577
00:36:35,600 --> 00:36:39,080
takeaway is this. Pay attention.

578
00:36:40,360 --> 00:36:44,120
And so that means in every single moment that you

579
00:36:44,120 --> 00:36:47,400
can remember to do so, pay

580
00:36:47,480 --> 00:36:51,240
attention. And what will come out of

581
00:36:51,240 --> 00:36:54,760
that? Right? You will do the right

582
00:36:55,080 --> 00:36:58,850
thing. If you are paying attention. You

583
00:36:58,850 --> 00:37:02,410
won't do the distracted thing. You won't do the sort of

584
00:37:02,410 --> 00:37:06,050
easy but morally flawed thing. If you are really,

585
00:37:06,130 --> 00:37:09,970
really paying attention, you will almost always

586
00:37:10,050 --> 00:37:13,650
and invariably do the right thing. And if you do the right thing

587
00:37:13,650 --> 00:37:16,850
in every given moment, starting now,

588
00:37:17,730 --> 00:37:21,410
if you do the right thing, everything else will take

589
00:37:21,410 --> 00:37:25,200
care of itself. It's true. It's. There's another way to

590
00:37:25,200 --> 00:37:28,920
think about that. It is never not

591
00:37:29,480 --> 00:37:32,600
now, right? So if you are like,

592
00:37:33,080 --> 00:37:36,880
when have you ever been able to say it's not now? You never

593
00:37:36,880 --> 00:37:40,600
have. So if it's never not now, right? We can

594
00:37:40,600 --> 00:37:44,360
really only do one thing your whole

595
00:37:44,440 --> 00:37:47,160
life, and that is the following.

596
00:37:48,850 --> 00:37:52,570
What it is that you're doing right now. You can never do something in

597
00:37:52,570 --> 00:37:56,130
the past. You can never do something in the future. You can never do something

598
00:37:56,370 --> 00:37:59,890
somewhere else compared to where you are. You can only

599
00:38:00,050 --> 00:38:03,690
ever, for your entire existence, do the thing that

600
00:38:03,690 --> 00:38:07,330
you're doing. So what does that lead to?

601
00:38:07,650 --> 00:38:11,490
Pay attention to what you're doing. Love it. Only

602
00:38:11,650 --> 00:38:14,850
thing that is. And if you pay attention to that,

603
00:38:15,880 --> 00:38:19,640
the rest you got nothing to worry about. Awesome.

604
00:38:19,880 --> 00:38:23,400
I'll tell you this. This all occurred to me out of

605
00:38:23,400 --> 00:38:26,840
nowhere during quarantine. And my life

606
00:38:27,000 --> 00:38:30,200
since, it hasn't been perfect, right? Because we all get

607
00:38:30,200 --> 00:38:33,720
distracted. We all get distracted. But

608
00:38:33,960 --> 00:38:37,440
when I'm not distracted and when I'm following my own

609
00:38:37,440 --> 00:38:41,160
advice of paying paid attention to what you're doing,

610
00:38:43,130 --> 00:38:46,730
there's like, you're. You're at the top of your game because

611
00:38:47,210 --> 00:38:50,650
doing the only thing that you can do, and you're doing it well.

612
00:38:51,130 --> 00:38:54,730
And then all everything else is

613
00:38:54,730 --> 00:38:58,530
just noise compared to that. I love it. All right,

614
00:38:58,530 --> 00:39:02,170
you got enough takeaways here to my Halo audience to do the right

615
00:39:02,170 --> 00:39:05,690
thing, pay attention, make other people awesome, and you will become

616
00:39:05,690 --> 00:39:08,990
awesome on your own by living in the present.

617
00:39:09,230 --> 00:39:12,230
Hey, Duff, it's great to have you on, man. I really appreciate the words of

618
00:39:12,230 --> 00:39:15,870
wisdom here. I'm sad about the pandemic, but I'm happy about what you gleaned from

619
00:39:15,870 --> 00:39:19,630
it. So we'll take that as a positive takeaway from COVID

620
00:39:20,030 --> 00:39:23,470
And you know what, Pete? Let me leave you with one thing.

621
00:39:23,710 --> 00:39:27,230
Covid was terrifying, and it was tragic, and

622
00:39:28,350 --> 00:39:32,110
there was a lot that was horrible about that.

623
00:39:32,190 --> 00:39:34,190
Right? But if you think about it,

624
00:39:36,290 --> 00:39:39,650
those are the parts of COVID right? We talk about people who died.

625
00:39:40,130 --> 00:39:43,850
Right. I would not discount death and anyone who

626
00:39:43,850 --> 00:39:47,650
lost loved ones. It's horrible. But that's the countable

627
00:39:47,650 --> 00:39:51,170
part of COVID The part of COVID that

628
00:39:51,170 --> 00:39:55,010
isn't countable is, did you start doing something

629
00:39:55,410 --> 00:39:59,090
cool like you said earlier? Did you plant a garden?

630
00:39:59,170 --> 00:40:02,790
Did you take up a new hobby? Did you suddenly realize that you

631
00:40:02,790 --> 00:40:06,510
wanted a new job? Did you suddenly decide that you wanted to commit

632
00:40:06,510 --> 00:40:10,070
to your girlfriend or boyfriend? All these things do not

633
00:40:10,070 --> 00:40:13,790
yield to counting, and that's why we don't talk about them as much.

634
00:40:13,950 --> 00:40:17,590
But Covid, at the same time as it's horrible. Great things happen

635
00:40:17,590 --> 00:40:20,990
during COVID I'm in a violent agreement.

636
00:40:21,310 --> 00:40:25,030
Well, thanks for coming on. Look forward to seeing you get in person. And our

637
00:40:25,030 --> 00:40:28,820
audience is going to take these words of wisdom and live a better lifestyle

638
00:40:28,820 --> 00:40:32,660
and create better businesses with better people and actually living

639
00:40:32,660 --> 00:40:36,300
and understanding that social relationships are how the world goes around.

640
00:40:36,380 --> 00:40:39,900
So thanks for coming on, buddy. Appreciate it. Thanks for having me. Thanks, man.

641
00:40:39,980 --> 00:40:40,860
Awesome. Cheers.

642
00:40:52,710 --> 00:40:52,950
Sa

643
00:41:18,240 --> 00:41:33,600
Sam.