Give me 35 minutes and I’ll make you dangerous in business

So essentially what I want to do in this video and some others, if you like this, like this, is just kind of like give you perspective around like the mindset, insights, the lessons, the ups and downs, what it really takes to build a successful business.

And listen, I'm not the only one who's had a lot of success in business.

There are a lot of other amazing entrepreneurs, but obviously my perspectives are unique and hopefully they can serve you in some way, shape or form.

Let's get into some of the lessons here that hopefully will serve you.

First thing is nobody's buying your expertise.

They're buying your certainty.

So if you sell a service or you sell a product, what people want to know is, is this going to work for me, right? If you go to a car mechanic to fix your car, you want to know that the mechanic fixing the car is good at what they do.

If someone's buying a service from you, they need to have some degree of certainty or confidence as much of it as possible that they're gonna get the results that you are promising with respect to that outcome.

So it's not so much about how good you are from an expertise perspective, it's how much conviction you're able to transfer to that prospect as a reflection of how good you are.

So as an example, like we're dealing with doctors and health practitioners all the time.

And I tell them, I'm like, it doesn't matter how good you are if no one knows who you are.

And it also doesn't matter how many letters you have behind your name.

Like no one owes you anything.

So there are a lot of really, really smart practitioners who no one knows exist.

And there's a lot of really smart practitioners who don't know how to convey their message and ultimately end up being really underpaid, you know, amazing experts that unfortunately don't see the light of day.

So, unfortunately or fortunately, in this world, the way things work is people who have conviction and who share their message, their product, their service with passion end up winning at the end of the day.

As an example, being a former professional soccer player myself, I watch a lot of soccer and I appreciate pro athletes who play at the highest level.

One of the people that I appreciate in that space is Zlatan Ibrahimović.

Now, he thinks...

He's God.

Like he's actually said this and he thinks he's the best player of all time, arguably, right? But the thing is that it's not necessarily that it's true.

It's the fact that he believes that and that, you know, everywhere he goes, he's just that energy.

When he signed with the LA Galaxy many years ago, he took it a full page ad in the LA Times and the ad was a full page that was blank.

And all it said was, Los Angeles, you're welcome.

Zlatan.