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My name is Paul Murphy and over the last two decades one thing has constantly intrigued me how do we get a consistent flow of targeted traffic to generate incredible profits and at the same time set up processes and systems that remove all the stresses and headaches that come with online
Marketing together we will discover the unknown strategies that exist right now on how to set up powerful Marketing Systems that allow us to turn our businesses around fast and give us the power to not live life on someone else’s terms that we never signed up for in the
First place but have the lives we always dreamed of traffic’s the question and this podcast will give you the solutions now on with today’s Episode hey what’s up everyone how’s it going I’m just out for a walk on the southdowns it’s so beautiful out here beautiful sunny day and um I wanted to record this podcast cuz I’ve had a few things going on in my mind that um just based on sort of the feedback that we
Get from certain people on on webinars and on on um in our groups and obviously emails we get in and it seems to be a Common Thread right and the funny thing is right I I want to kind of go deep on one of the one of the things that I
Train in my webinars which is um and also a little bit of mindset as well because I think it’ll really really help some of you guys right and if it doesn’t help it’ll just help you kind of ref like if you’re already there it will just help you refresh a little bit your
Memory um your mindset sorry not your memory your mindset my memory is going um your mindset so um I think it was Ryan holiday who said the obstacle is the way right now I want to talk about this right okay so the constraint that you have is the path right is actually
The thing that’s going going to free you once you actually go through it nobody’s coming to save you right nobody right and and you might think oh that sounds really mean Paul like you know why are you telling me that but the fact is is that once you actually realize that and
You realize that there’s nobody out there that’s going to do anything for you you got to do it for yourself and there’s a couple of incidences in my life like I was kind of written off as a child right and I and when I say this
Like I get people that go I feel really bad but I’m I’m great right I’m good now but I will you know but there there were some challenges in my life and and I had to do a lot because I didn’t I hadn’t I haven’t had a lot of contact with my
Father I had a bit of contact with my father in my 20s but I didn’t as a child much and I didn’t as a after sort of when I turned about 30 I haven’t actually spoke to my dad ever since so over 20 years and without going into
That cuz um obviously that it’s complex um I my mom was not really a father figure she was more of a mother figure right but she was also Mom and Dad to me but obviously she didn’t give me the fatherly discipline or the fatherly advice that I would have got
Had I had uh a father right so I spent a lot of my life like learning how to model from a young age because I didn’t really have a baseline I didn’t really understand how I was supposed to be in life and there’ll be certain things that
I’ve done you know especially when I was younger where I would see people just breezing really simple conversations or simple things and I’d be like I don’t know how to act in that situation so I’m just going to mimic what they’ve done right I’m just going to copy you know things
Like that and and and and this would be like you know as an as a young adult and things like that and I and I can remember like a lot of my old bosses a lot of people that were a little bit older than me I would just sort of put
Them in a bit of a fatherly role right um I would look up to them and idolize them in some ways cuz I’d be like oh my God you know it all you know and then you know years later some of them were you know amazing but some of them were
Obviously not necessarily great fatherly figures so I had to figure out a lot of stuff right I had to kind of go through a lot and when I was young I think I had ADHD I don’t think I I actually was ever diagnosed with it because I don’t think
They diagnosed things like that back then um but the the attitude from I mean I was brought up on a council state so from the age of five we moved to cester from chelsford and my mom brought up fre Boys on our own and the attitude was very
Much like be seen and not heard sort of thing right and I don’t blame my mom for that I just think it was very much the generation and kids were allowed to play out as much as they wanted right cuz people didn’t used to worry about things
Like that and we lived we lived on a walk we lived in some woods so we were all out on our bikes or on our on our skates cuz skating just was becoming a bit of a thing in the ‘ 80s so we all got skates and it was really good fun
You know I actually have very fond memories of my childhood and even though we were poor everyone was poor so you didn’t really know you were poor right you didn’t kind of walk around you know there was always food on the table um and you know we would cherish
We wouldn’t get a lot for Christmas and things like that but we would what we got we would cherish you know if we got a bike one year it was amazing you know like I got a bike I remember like getting an Atari 2600 which was
Something I’d wanted for years and I got it you know when it was pretty much going out of fashion but to me at the age of 10 I was like I want an Atari and I got one one year and it was like the best thing and I remember getting all
These games and taking pictures of them and being so proud of these games you know of the satari which was this thing that I absolutely I dreamt about this thing right but anyway I I I went through you know I went through the80s um with a mindset right you know
Obviously I got I left school in 1988 I was 16 years old I didn’t have any qualifications I didn’t really go to school the last 2 years apart from music drama and ironically business studies um which I wasn’t very good at business studies but I was interested in it and I
Think there was a sort of a young entrepreneur in me that was kind of waiting to come out but I didn’t know it then right but I and they’re the only three grades I got which was music drama and business studies I got ungraded for maths English home economics was another
One I took which was cooking which I kind of took cuz I thought it’ be a dos and a Dos meaning like easy you know I wouldn’t have to do much and it was um and my mom cuz my mom worked really late and so I used to have to go and stay
With my mom’s friend Ry and he would obviously once or twice a week I’d go home with all this like cooking that I’d done and we’d eat it and he’d love that right it was like cuz he’ get all this food so it was brilliant and we’d sit
And watch like movies I remember watching um Superman and Superman 2 and uh all the films that were out in the time uh you know while we were waiting for my mom to come home from work but I you know I had lots of sort of mindset
Things going on when I was that age and when I left school I I got a job working in an upholstery factory and to to even just to get a job when you left school was like that’s all every everyone at our school wanted like you know if you
Could get a job that would be great and I’d had a passion for doing acting while I was at school and I actually studied with somebody who ended up becoming an award-winning director um but at the time he was like just running this youth club in gester randomly um so that was
Kind of quite funny that he actually did that and then ended up becoming like a a West End famous director his name’s Ian rickon if you want to look him up and he he he won Lawrence Olivia award I think it was for the wear which he put on at
The old Vick or the either the old or young Vic I can’t remember which one um so yeah so so but I he was basically a youth club Drama teacher so we I used to do that out school and I was very interested in in that but then when I
Left school it was about getting a job and I wasn’t even allowed to go to college and I wouldn’t have got a place anyway cuz I hadn’t turned up for school for two years so obviously you know I I remember there was a school there was a
There was a show in the UK called gra Hill which was like about about like a a workingclass comprehensive school and um I actually picked up from there if go in in the morning and get signed in in the register and then you go in in the
Afternoon then you don’t get a truancy officer so I used to do that I used to go in in the morning and then go in in the afternoon cuz I live quite near the school get the tick and then one of my school reports actually said Paul is a
Lovely boy he’s he he works well in class he’s a delight to be around other students and and uh he’s has a great sense of humor and then it put and then and then this woman put I can’t even remember her name cuz I didn’t go she
Put this is what I would love to write about Paul like actually do not know what he looks like that was one of my school reports right so but yeah um and I digress a little bit but it’s kind of like you know this this is all part of the point
Right so when I left school and then I worked in this upholstery factory and I was knackered right this thing was really hard work and they’d give us we were supposed to be Apprentice upholsterers but they would just give the apprentices all the crap jobs right
All the hard jobs and after 3 4 months I was like chucking sick days you know I was basically too knackered to go in and then um I literally walked in one day and then they just sacked me and said well you’re never here right so off you
Go so I got sacked from that job then I worked on a building site um with there was just like one guy and me and I paint I remember painting this church in whitewash and again I was knackered it was really hard work and I didn’t turn
Up and then he sacked me so I got sacked for my first two jobs and then um and then a couple of months later I got a job work in insurance which was uh Swinton insurance which was like an insurance broker so it’s like a High Street uh brokerage where people would
Go in and get quotes for the home and motor insurance and then we would basically um yeah we would sell them home and motor insurance and then we would obviously help them with any any claims or anything they changing their cars or anything like that throughout
The year and I I went for this interview and you know it was out of my comfort zone I was like totally like you know I was wearing a suit and I was thinking who do I think I’m kidding and what I’d actually done was because a a friend of
Mine’s mom had said you need a CV and I didn’t even know what one was and um and the the job center had said um for you to apply for office jobs you need five gcsc grades here and above which I didn’t have so this friend of mine’s mom
Just said well why don’t you lie right will they really check and if they do you might already be in you’ve actually got nothing to lose and I thought okay okay cuz I I knew I wasn’t going to get the job I wasn’t even going to get
Looked at if I didn’t so I lied about my grades right and again you could look at that in a way as being entrepreneur he was thinking okay well what’s the worst case scenario right but I didn’t to be honest it wasn’t me that had done that
It was it was my friend’s mom so anyway I did that and um we put the CV in and I got an interview at Swinton and I think it was the only interview I got and they um I think they might have interviewed Maybe four or five people I don’t know
Exactly I can’t remember but but but I went into the interview and the and the chap who interviewed me it was Nam a chat named Simon and he um he he he said to me the reason I got the job was because he’ asked me he said look you’re
Going to have to be an office Junior you know you’re not going to be able to start um you know on on on the selling and all that sort of stuff you’ve got to pay your dues like everyone has to come in and be an office Junior which involved making coffees writing out
Cover notes so when somebody bought um insurance we would have to give them a cover note every month until their insurance certificate came through um so if they got stopped by the police they could present this cover note so we’d write out these cover notes make coffees
And do a bit of filing right and it sounded idilic to me compared to the last two jobs that I’d had and I and I don’t remember saying this but he mentioned this to me a few times and he said um um the reason I got the job is
Because I said well everyone’s got to start somewhere and I think in the back of my mind I was thinking that sounds like a great job be in mind I was probably if if I remember rightly I think I was earning 30 a week um in my
First job3 a week that was it right that was how much I earned even adjusting for inflation I know that was a low wage at the time um but I was living at home with my mom and I didn’t have many out outgoings I think I had to pay my mom
£10 p a week so I got 20 to myself right SO2 a week to me was a lot of money right um so yeah so I I did that and I got the job and then on the very first day um I oh there’s a bit of backstory I
Should give you right so when I was about 10 years old I went to live with my dad and I went to live in a place called Basildon uh place called pitsy in basilon and I was the new kid and I got bullied every single day and every
Single day I’d get jumped on the way home from school from these kids cuz they didn’t like me either one because I was new or two because my ADHD made me look like like really stand out and yeah whatever it was they didn’t like me and
And I when I went to live with my dad I was soft I wasn’t into fighting or sticking up for myself because my neighborhood wasn’t like that it was kind of like everyone was kind of soft and easygoing um and then my dad went to the
School and the school said um you know well this is outside school cuz it was on the way home boys will be boys and then my dad um my dad’s quite a tough quite a tough he like had a military background and stuff like that and he
Was like well just take them out one by one after school you know you’ve just got to go and stick up for yourself so that they stop bullying you and I did exactly that but something inside me snapped and I started you know really sort of taking these bullies out and
Once I’d beaten the first one the next one I nearly put in hospital and there was something inside me I don’t know what it was but I and I think I wanted to prove something to my dad or whatever and then one day on a Sunday um I was
Walking with my dad and his wife down towards um the shop and on the way to the shop there was this one of these kids and because my dad was there I felt really Brave and I went up to this guy and I just started punching him and he
Was on the ground and his nose was bleeding he was crying and I my dad had to actually pull me off this kid and my dad was like R really concerned he said like where did you get all that from and I said I don’t know and he said you
Can’t do that he said because you’ll get one you’ll get put you’ll get put in Bal you’ll get expelled and then you’ll you know you might do some serious damage as it happened the boy was fine but um yeah yeah i’ suddenly had this kind of thing
And then when I went back to Colchester anybody who tried to bully me I kind of stood up to and I’m not proud of any of this this is this is just being totally honest right anyway I got back to culture star um sorry I got this job in
In Swinton and um the first day because when I’d worked at this upholstery factory again I sort of stood out again because my ADHD and some of the older people there uh they probably still quite young you know like you know instead of being 16 they were 19 20
They uh one of them put some of these buttons with pins in them in my crash helmet cuz I used to go on my motorbike like a little little moped cuz I wasn’t old enough to drive a car and they put it in my helmet in the lining and then
Someone told me just before I put it on otherwise I would have like really damaged my head and um and then I sort of flipped out and I started to kind of bring back that old behavior that I’d had with my dad anyway as I was um
Starting at Swinton on the very first day there was a chat called Richard who was literally sitting on the desk and as I walked in he said good afternoon Paul I think it was after lunch he said good afternoon Paul and I thought he was taking the Mickey I thought he was being
You know it was it was like some you know I I thought I I responded in a way that was not favorable to what I thought he was saying whereas he was just saying good afternoon so I literally pinned him up against the wall this is my first day
And I should have been sacked but it pinned pinned him up against the wall Simon then took me and this other man outside and he said what happened and um and Richard said I just said good afternoon and Simon said well you must have done more than that there’s no way
Like somebody’s going to pin you up against the wall and I said well actually no he did just say good afternoon but I thought he was taking the Mickey out of me and um Richard got sent out and this was one of those moments right I should have been sacked
Cuz it was my first day right I was on a trial three months um and Simon said to me he said um if anything like this happens again you’re out right you understand that and I said yeah and he was like I’ll give you the benefit of
The doubt he said but it’s not like that here he said I can see you’ve had some some troubles in your past he said and I can tell he said cuz I’ve had some as well and I can see a lot of you in me he
Said but he said you’ve got to give people the benefit of the doubt here he said because people are not like that and I was like so straight away I was starting to sort of Simon then became somebody who I wanted to look up to cuz
It was the first time I’d heard anything like that and it was the first time I’d had anybody like that in my life right so Simon and I be actually even though I was an office Junior and he was the manager we actually became quite good friends we went on holiday together and
I just you know I used to just watch him and see how he acted and he was also the captain of a cricket team and then I was think oh my God how can I be like him right and I worked at Swinton for 5 years and I never ever had anything
Where I came close to being sacked after that day so it’s was a complete shift of mindset and from that day forward I’ve never laid a finger or been aggressive towards anybody and I realized actually a lot when I be got a bit older and I wasn’t having um a relationship with my
Father I realized that a lot of my aggression the way I was aggressive towards things came from him and once he wasn’t in my life anymore I turned it into uh suling I would sulk more especially as a younger like adult in his 20s and I mean I think I still Suk
Now sometimes but I would soak a lot more um then and that you know I basically decided that I was never going to get let aggression or anger get the better of me and it never has not to this day right that was the last time I
Ever did anything like that um because I basically chose another role model and literally started to learn from them and started to think well this is how I want to be right and also you know working in an office and having a a very different
Sort of PE set of people around me also helped a massive amount right and that kind of gave me the grounding in life to sort of Break Free from the type of person that I could become because you know I don’t know if I’ve ever really spoke much about my family but my
Brother Clive who passed away in 2017 had drink drug and alcohol addictions and my brother Tony spent a lot of his early life in prison um he was a thief he would basically go and steal cars and steal things and then he would um and then what
Happened was he he when he was 33 years old he’s four years older than me so he’s 55 now but when he was 33 years old he went and threw himself in front of a car um when he was drunk not not to kill himself he was just he was pretending he
Could stop traffic to his mates and um he couldn’t obviously and this car was going 60 M hour and he ended up uh becoming disabled and like losing pretty much 80% of the use of his legs and then after that he lived with my mom right up
Until when my mom passed away so he obviously couldn’t commit any crime so I don’t know if there some sort of way of getting someone off the off the crime or whatever but he from that that day forward obviously he’s not committed any crimes because he he did that he’s
Actually also got four children so in somewhere in the middle of that he managed to get married and have children but yeah so so you know obviously the odds were stacked against me to turn out the way I did and to become who I am um
And I think you know obviously there’s a nature nurture argument like some people would say like is it was it nature that or was it nurture and I think the definitely nurture from the point of view is that I needed some guidance and I looked for that in my life and nature
Obviously there’s a part of me that’s quite stubborn and I won’t be broken down right and I think both of those come into play somewhere along the line so there’s an argument for both but the point is is obviously um I I I can remember as well when when I was
Um before I started at Swinton I was I was walking around thinking I want to start a business but I didn’t have any ideas or anything right and I was basically going to start this business this dog’s just come to say hello to me I know he’s going now and um I was
Basically um thinking of ideas to start but this is when I was 16 and I didn’t have any ideas but when I was at Swinton um an oppos opportunity like a sort of side hustle side business presented itself and one of the things I’d wanted
To be as a child was an actor and another one was a a DJ and um and I used to do these pretend radio shows in my bedroom when I was a kid right and I used to like just record myself playing records and talking into a tape recorder
And this was back when DJs that spoke a lot were I don’t know if theyve ever really seen this call but I thought they were right like DJs that just spoke all the time and um I I wanted to be a DJ and then um as it so happened a friend
Of a friend was working in a bank and um we would go and take the money CU it was mainly cash back in those days days um so when I was working at swinton’s I would go out of the office with the money and the manager would go out of
The office because they couldn’t really take people off of the counters that were serving the customers so it would it made sense for me as the office Junior and the manager to go out because they weren’t we weren’t needed in the office for the 20 minutes would be out
Taking the money to the various banks in the post office right and Nigel worked in the bank and he had a mobile disco and I was like oh my God I want to do that right so initially I just kept like asking him can I come out can I come out
With you and he was like yeah I’ve got someone I’m all right M man I’m all right I’m all right and then um somebody let him down New Year’s Eve and this was New Year’s Eve 1989 right to 1990 and um he obviously couldn’t find
Anyone and he wanted to do this uh this it was actually in a scout Hut for this for this DJ night and I can remember turning up and I said can I speak on the mic and he was like no no no no like you’re going to ruin it you’ll get
Everyone off the dance floor and things like that and as it just so happened there there was a girl called Mandy there that night that he had his eyee on and he’s now married to her with kids right so he met her that night and uh he basically was interested in like going
And chatting to her and he left me with the records with strict instructions not to pick up the mic and I was just watching him watching him watching him and I thought I’m going to I’m going to do it and there was a song out at the
Time called ride on time by blackbox and I queued it up and I thought he’s at the other side of the room I’m going to do it I’m just going to risk it right so I picked up the mik oh no I picked up the microphone earlier on in the evening and
Said something and everyone laughed cuz I said it really fast and I mumbled and that was when he said you don’t do that again and that was while he was standing with me but anyway I thought I can do better you know I know I can do better
So later in the night I picked up the m and said this is blackbox right on time we’re going to take you right through to 1990 I want to see everyone on the dance floor right and then it went wow I don’t know if you know the song right and that
Was it the whole Dance Floor field and Nigel just stood at the back with his mouth wide open and he said oh my God he said that was incredible he said you can do that again and he said can I just leave you for an hour now he said while
I’m um chatting to Mandy I was like yep leave me I’m good right and then we kep we were doing these discos and then I was hired obviously I was he he fired the other guy and I was with him for the next few months and then I just kept
Asking him um you know can I come in with you and bear in mind I had no money right and so what everybody did at the time was um especially you know my sort of most people were working Insurance were working class didn’t have any money
And low paid right so what people would do is they would get go and get a car loan for £1,500 when they were 18 years old they would buy a car right and this is what everyone was doing right everyone in my um I think it was about 17 of us in my
Office and you know all all of my circle of friends £1,500 car loan and you could buy a car and that would last you a good two or three years right and then you would pay it off over two or three years right and I can even remember the exact
Amount my car Lo was it was £679 over 3 years which meant that the interest rates were really high then which they were right but I paid 6719 a month um out of hardly any money and I got this car loan and I I sort of looked
Around for a car that I thought was worth £1,500 but I could pay about 900 so I got this car it was a Volkswagen a red maroon red Volkswagen Golf and it was really nice car but it was £900 and I found out later that there was loads of problems with the Eng
But anyway I had this car for £900 and I had £600 and that’s what Nigel wanted for his half of the Disco so he wanted £600 for his half and all of the bookings right so it was kind of an investment and we were doing these discos together
For about a year and then he kind of wanted to go and spend more time with his girlfriend and I had a girlfriend at the time as well but she was quite happy to come and do the discos with me so I ended up paying around about the same
Maybe a bit more for his half of the Disco and all the bookings and then I ended up owning the Disco and then I ended up I ended up buying another one and having a DJ that worked with me occasionally but then if we got double bookings he would take the other disco
Out so uh most of the time it was just me and then it was me and this other guy right and I did that for quite a few years and then about 1993 94 I decided I was going to start working in clubs and there was a um I’m sure you guys have
Heard of the Hard Rock Cafe well there was one in England that was kind of a copy of it like a copy of it called Chicago Rock Cafe and it was like an American Diner type thing uh but with all kind of Rocky music and stuff and um
But it was really cool when it first opened it was really cool um and it was open till 1 not 2 a.m. and they were opening one in cester and I basically went down to the one in chumford and I just kept badgering the DJ until they
Gave me a job and they started me off in Barrison Edmunds then I moved to culture star and um and I worked there for a bit and then I ended up getting a job in a nightclub in sbur which is up the road from where I live and I actually was a
Resident DJ there Friday Saturday night for 3 years and I really LED that it was really good fun and um yeah so um that was kind of like a slight digression but basically um I kept you know I kept thinking I want to start a business and
Then over the years I I did a bit of traveling I went to Australia New Zealand and then um and then I went did two years acting I actually mid 20s I decided to go acting and all this time I was doing DJing as well to support
Myself um and then I did I did the two-year course in acting and had a really good time doing that audition for all the top drama schools didn’t get in right cuz I wasn’t good enough and I wasn’t prepared enough and I was kidding myself a little bit and also it wasn’t a
Big enough dream for me so the next thing was I went back to work in this is we’re now fast forward now to 1999 um I just auditioned for all the drama schools and I didn’t get in and then I B basically tail between my legs
What did I know well I knew insurance so I went and signed on with the temping agency and they put me working at Guardian direct which ended up being AXA AXA took over the company and I worked at AXA for two years and then I gamified the system so I decided I’ve mentioned
This a lot on the podcast so if you want to find some of those episodes so I’ll give you the brief outline but basically I just decided I was going to become a manager within 6 months which is what I did I gamified it so I just worked out
What I would need to do to become a manager I got the job and then I became a project manager um and then I over that time I built the confidence to quit my job and start my business and that’s led me to the very first I actually got
The keys to my first office New Year’s Eve 2001 to 2002 right so New Year’s Eve and New Year’s Day 2002 I was putting up offices uh sorry putting up desks in my office which was like above like loads of flights of stairs it didn’t even have
A window but it was the most exciting time of my life and you know and again the mindset thing I did there was like I am going to do this right and I’ve got nothing to lose right because at the end of the day I had £7,000 from the sale of my house
Right it’s not a lot I know but that’s all I had that’s what I had from the S of my house which was a new a new car a couple of holidays or an opportunity to make something of it right so you know I I knew that I was going to have to
Support myself starting this business for a few months because it wasn’t going to necessarily pay me straight away and I also I didn’t have a house I didn’t have anywhere to live so I lived on my friend’s floor so I had to pay I think I paid towards the bills I think give
Them1 a month but nothing else right which was a really good deal and um you know and then and then I obviously had to pay for the office and a phone line and that was it and I basically just went in there and just I started off
Like wanting to be a wedding planner but realized that I wasn’t going to be able to do that and then I fell into affiliate marketing pretty quickly right within within the six months I nearly went broke I B money off my mom but then it it turned around and I’ve not looked
Back since I’ve never had a penny of debt apart from the first few months of my start of my business I borrowed £3,000 off my mom and then I paid her like I think I paid her double that back right because she saved my bacon and um
Yeah and then I literally never look back and you know and then from there on in I I just built systems that would work and the last story I want to give you right this is kind of like the the main thing and this is what I cover in
One of my webinars right and when I started obviously I didn’t have any money so I couldn’t invest in my business and I couldn’t get investors because I didn’t really have anything I was just trying things I was just going out there doing things and a lot of
People make these excuses right like I I I you know for instance you know if you if if you know that a a course or a mentor is going to help you do something a lot of people say yeah but I can’t afford $1,000 right but if you listen to
Uh Rich Dad Poor Dad by Robert Kaki poor people Poor Dad says um I can’t afford that right so they basically the the mindset is like I can’t afford that but the rich dad is going to say how can I afford that and obviously with Modern
Age we have credit cards and we have things and if we like you know cut the crap and say like we can do this we know we can do this right and I’m going to give it everything I take sometimes putting something on a credit card or actually paying for something is going
To give you a bit of pain which is going to drive you to get it done because you don’t want to have that debt right so it’s kind of just thinking about it like how can I get this done and if the credit card’s not an option then how
Else can you get it done right you know there’s lots of different ways that you can do things right and the last thing I want to mention is um Rich Branson right and this is what I cover in a lot of my webinars and it’s such an important point and Richard
Branson um I was on a skiing holiday in 2011 and I read his book losing my virginity and this one story just stuck in my mind and I couldn’t get it out of my mind because it’s how I’d always run my businesses and funnily enough as I’ve seen businesses to progress over the
Years I see that people don’t follow this they don’t go anywhere near it right and this is essential and Richard Branson’s virgin group’s got like over I don’t know 3 or 400 companies now and every single one of them he follows this process and you don’t need any money to
Follow this process right you just need the mindset and you need the education and basically all it is is like he was um on a plane and he was going uh sorry he was in an airport and he was trying to get a plane home from the British
Virgines in the mid mid six uh mid 80s sorry not 60s and uh he had a record company that was worth around 30 million at the time and he couldn’t get home so he chared a plane to get him and his wife Joan home and he had all his seats
So he got a bit of card and he took it around the airport and put the price on the bit of card and held it above his head and it’s like 50 or 100 bucks called it I remember in the book he said I called it Virgin airways he just made
Up the name on the spot right which was actually Virgin Atlantic that it became obviously but he called it Virgin airways and I never forget that cuz it’s kind of like that was the first time he’d even considered the idea but he he was all he was doing was basically
Trying to get his money back right so he you know he’s a businessman he he he wanted to get me his wife Joan home but he wanted to recoup the money so he and also he was helping people get home so you know win-win-win and obviously he
Filled all the seats cuz people wanted to get home and he pocketed a bit of profit and on the way home he couldn’t shut up to his wife Joan he was like I’m going to start an airline this is incredible this is amazing like blah blah blah blah right and then and and
He’s known as a Maverick in business right and he if he if he he won’t look at spreadsheets to start a business he’ll be inspired right and if he’s inspired he’ll just do it he’ll find out a way to do it and he went back to his
Record company and when he told them that he was going to do this they were all like really scared and a lot of them threatened to quit some of them did he’ started this company with his friend Nick and he left right he came back later but he left the company he was
Like stick to what you know you have no idea what you’re doing right and Richard Branson said look he said I’ve already thought about this I’m going to protect the downside so whatever happens to the record company safe and they’re like yeah right like how on Earth are you
Going to do that right and what he did was he basically phoned up everybody at Boeing he got a directory of all the numbers of everybody who worked at Boeing right and he literally phoned everyone he made it his 9 to-5 job and I think it took him about at least two
Weeks right to get one person to agree to hire him a plane for the first 12 months right and what that means is is he didn’t bet the farm right he didn’t risk his record company right because a plane at the time a Boeing 747 passenger airline was valued at around 30 million
His company was red at around 30 million so he was going to be basically be risking everything right and by hiring this plane for 12 months his costs were sign significant ly reduced right and he could give it a go he could play at Aviation and actually on his Maiden
Flight he um he had a flock of like um it’s one of these freak accidents doesn’t happen very often but he had a flock of birds fly into the engine and it blew up the engine and he had to land right and there was a a photographer
There and he ripped the the photographer ripped the the the film out of the um out of the um out of the camera and said I’m not going to report on this and he said why not he said when you were running student magazine back in before he ran the
Record company you sat up with my wife on the phone for8 hours when she was pregnant and she couldn’t get an abortion and you were you counseling her cuz they used to have this Counseling Service he said you you personally did that he said so I’m not going to and
That would have obviously like ruined his business that would have been like that wouldn’t he wouldn’t have got off the ground right and because he’d hired this plane they just replaced it right that’s another thing if if that had happened on you know his own plane obviously he would have had insurance
But again that would have cost him money anyway whether you have insurance or not it’s going to cost you somewhere right so so yeah so he and then he got this he got this thing off the ground and the reason I say people don’t do this right
Is because most people don’t think like that most people will say right I’m going to get this business off the ground and I’ve got this budget to do it right and when you think about what that budget goes into the budget usually goes into advertising right inventory Staff
Office whatever right but the most of it’s going to go to marketing and most of the marketing systems that we have are not built to um deliver those results within that sort of budget if you obviously go and spend a 100,000 or a million then you you’ll win right
Because if you can spend a lot of money those who can spend the most ofir customer wins right so you’ll be able to get it working cuz you will optimize all your funnels and you’ll get all the data from your pixels and your you know all the things that optimize that’ll all
That’ll all work but on a $110,000 budget none of the you don’t really see advertisers that pop up out of nowhere succeeding you see long-term advertisers are the ones you see over and over again the ones that have either gone to Facebook with a lot of money or they’ve
Already got there while Facebook was cheap back in the day right so you know Facebook Google all these advertising platforms now are out priced um for the small guy right and then the same thing happened as well um like before Facebook even allowed advertising Google did the
Same thing you could get cost per click on the front page of Google for Google ads you know 10 or 15 cents a click then it went up to $3 a click like overnight they literally out priced the small businesses and just focused on the big businesses right and that is why we
Developed you know I developed the the the free Traffic Systems the magic funnel systems the um you know all of the different systems that I’ve done to develop my business because I’ve had to bootstrap right and I’ve had to do that for myself and that’s why I train people
On it because it once you actually get that mindset and you understand how it works and you start implementing that that you know it can transform your business right because at the end of the day you can still pay for ads but you can go and get all that data with free
Traffic right you can go and get all you can get some money in the pot so you can pay for the ad so you don’t have to pay out your own pocket it completely protect the downside right um and that just came out of necessity for me and
That does out of some for some people but most people don’t have that mindset right and again it’s just you know not what not I can’t do that it’s how can I do that right and that’s the key you want to think about and that was what I
Was thinking all the way through my business was how can I get this to work how not I can’t get this to work cuz I would have quit years ago right especially when I had to borrow $3,000 off my mom right I would have done that
So I know this has been a long episode today but um yeah it’s probably filled in some of the gaps of my past that some people probably didn’t know and you know happy to share anything like I’m completely you know when I first started in business I was very kind of cautious
About what I should share and what I shouldn’t and the more open and honest and transparent you are the better right it helps people and it helps people to succeed and it it took me a time to do that really I you know especially in the
Last 3 years I’ve sort of Gone full circle with a lot of things that I’ve done and I’m you know I love I love sharing this stuff so and also when you’re sitting on a beautiful Hill surrounded by South Downs it’s it’s slightly easier for me to talk a little bit more
Openly um but um yeah and also it’s quite nice cuz I can just sit here and I’m enjoying the view but there you go guys that’s it for this episode I hopefully you got some good takeaway some good values but it’s on you right the obstacle is the
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