$217 Million Taught Me These 5 Brutal Business Lessons

So the first lesson I want to share with you here is that trust compounds with repeated exposure over time.

When you look at the most recent presidential races, all the way back from 20, whatever it was, early 2010s, data, statistics revealed that the presidential candidates who are most And as a byproduct of that, I spent the most money on advertising and ended up winning the presidential elections.

And there's a reason for that because we as humans have a cognitive bias that gives more value to things that we see more often.

And that's the purpose of marketing and branding in general.

The more you market, the less you have to sell because the more you market, the more the market sees you as a more credible, trustworthy individual.

And I know that sounds like a ridiculous statement because they don't even know you.

But here's the thing.

The very fact that they see you over and over again makes them feel comfortable with you to a certain extent because the fact that you're repeatedly in front of them over month after month, year after year, decade after decade, if that's the game you're playing, gives them a sense of safety.

Humans, we are terrified of uncertainty.

I should say not we as entrepreneurs, but most people out there.

Everyone's looking for certainty.

Everyone's looking to minimize risk.

And when they see someone, a business like yourself, who is consistently showing up, there is an element of safety that you are going to be around.

That if they're going to follow your advice, if they're going to invest with you, if they're going to buy a product or service from you, that the inherent risk is lower because you've been around for so long.

And because you've been around for so long, the likelihood of you being around longer is also greater.

But here's the thing, is that the game of business, it's not an overnight thing.

And I know you know this, but the businesses that win are simply the businesses that last the longest.

And so the goal in business is to stay in business as long as possible.

Because trust comes from time on brand.

The more time people have with you, your content, your message, the more time they see your stuff, all of that compounds over time to making you seem like a more trustworthy individual or business.

Now, I have a whole formula for how trust is built.

I call it the trust factor.

But one of the most important things I'll share with you in this video around that is that time is one of the most important variables.

And time comes into two ways.

Time is time of frequency, how often people see you.