So tell us what your background was and why you decided to kind of push this direction with your business.

So it all started when I was 18.

I started a mission for the Church of Jesus Christ of Latter-day Saints, and, uh, in that two-year period, I experienced seeing and leading people and seeing the impact that that would create and how, how influence could create so much fulfillment within me.

And so when I was 20 years old, I'm leaving this mission.

I'm leaving Peru, and I sit down with my mentor and...

For those that don't know about missions, you have, like, a mission leader that kind of leads the mission.

And I sit down with him.

Yeah.

But mindset blocks of like, is this really possible? How is this going to work? But also like what their part is like, who is the new Bob that needs to be in the place of the business as the CEO of a 10x company versus a $50 million company versus a $5 million company? From your experience, what are those mindset shifts that you guys need to help them break through to get into that new way of thinking about how to scale?

Yeah, it's a beautiful question.

So we talk about psychologically, you have to let the future shape the present.

So that's why we always start with a goal because the goal should shape everything that you do.

And so I remember even when I started scale.com, I said, okay, the person I am today versus the goal that we have is not the person that's going to get us there.

So that goal shaped me and said, I need to level up in this area, this area, this area, this area.

let it do the same thing for you and just recognize that the person you are today won't get you to the goal and transformation must, must happen to get there.

Where can people find more about the book? And then where can more people find out about Scaling.com?

And at

the time, I had started to get really close with a friend named Dr. Benjamin Hardy.

If any of you have read this book, his book is Who Not How, Gap in the Game, 10 X's and the 2 X's.

And so, I had started reading his material and I just was like, man, this is earth shattering.

And I wanted to just get it out to the world because I thought it was a different perspective and paradigm of how to view business and growth.

And my whole life I had just been so attracted to growth.

And I had gotten so fulfilled by helping people experience that.

I'm sorry, but like so where do they go from there? Like once somebody has that mindset shift, is that kind of all they need? No, that's

So when a business, you know, it hits a plateau or it starts to feel like now it's working against itself, what is usually going on there?

It's usually because they're optimizing for things that shouldn't exist.

They're focused either on competition.

They're focused on doing more.

They're adding things in that are creating complexity.

Generally, anytime I see plateau or stagnancy, it's due to having a complex system.

And complexity cannot scale.

Okay.

Yeah

...

in, in the blue-collar space.

So I'm currently coming from a keynote of a, of a cleaning company where they have technicians.

The overarching issue always with technicians is, how do I get good ones, and then how do I retain them? [laughs] It's the same in, in, in this space.

And so here's my, here's my reaction to what you said.

The way that you can win, even in a shortage, even when, uh, supply is low, is become the most attractive option, and there's a couple ways to do so, and I'll name two here.

Mm-hmm.