Scaling From $10m to $100 Million: The 9 Levers Of Revenue

Let me introduce you to the nine levers. This is the only way to scale your revenue, your business from 10 million to 100 million or beyond.

Now, to go really beyond 100 million, let me, let me move over here for a second. I'm at my place here in Europe. I'm going to lay this out. This is what I use internally for my companies, and I've seen this scale me and my businesses from 1 million to 10 million, from 10 million and beyond. You can really go sky the limit.

If you want to go beyond 100 million, you need to get deep in the M&A game. In general, I mean, you can do it without it, but in general, if you look, you know, Apple's done 2,000 acquisitions. You know, Burnout on all it's done 60. So the, the, the to move beyond 100 million to beyond 500 million revenue, M&A is needed. But this video is not about that. This is about the nine levers, which is applicable to those of you who are high-level entrepreneurs watching this.

So, what the, what the nine levers are is a systematic approach. I teach my Chief Marketing Officers and my Chief Revenue Officers to scale anything. Okay? So it doesn't matter what industry you're in here. I don't know that I'll go through all nine levers. It's kind of an in-depth. I, I train people for months, even years, on this, but I'm going to try to give you a quick synopsis.

So, number one, lever one is a high appetite product. If you feel like your revenue is starting to taper off, or nothing you do, no matter what you do, nothing's really increasing, that is because you most likely, on a one to 10 scale, do not have a product that enough customers have an insatiable appetite for. So, these are, why do I call it high appetite? I just finished this apple. Imagine a person who had been on a desert island or shipwrecked. Read a story about a dude who was lost at sea. A whale hit his boat. He was going by himself across the Atlantic. He, he has the world record for, you know, living on his own, something like 60 days or something. Didn't even have water. He, he drank the blood of fish. Okay? So maybe not that extreme, but imagine the appetite of somebody who is extremely hungry.

I was talking to two guys today and trying to, it was a quick 10-minute call, and I was like, "Look, man." They, they were disappointed because their guys in their 20s, they only did 500,000 last month in revenue with about 100,000 profit, and they're like, "We're pushing, and nothing's working." And I looked at the product and I said, "Charlie Munger says you can't polish a turd." That's another way to say if your product offering, what you're selling, is not insatiably desired, then people will postpone purchasing or they'll use substitutes.

A great example of this is like, there's a story, you know, back, I think 2009, 2010, this guy built an app, and it was a like a CRM app, kind of like GoHighLevel. It was basically a way to manage your contacts on the iPhone, right? So he launched it. He launched it, and it just wasn't taking off. After a year or two, like it was growing, but he didn't see it. It couldn't scale to 10 to 100 million beyond. What he noticed, though, was there was an insatiable appetite, insatiable appetite around the photos. Not people didn't want to save each other's phone numbers. They, people were using this for the photo side. So he said, "Let me get rid of all the other features, create a new product." He changed the name, forget what it was called before, and he named it Instagram. One or two years later, he exited for $1 billion. Kevin Systrom to Mark Zuckerberg.

So, a lot of times, if you are stuck, the first thing in the nine levers, when I work with clients or when I'm looking at my own internal companies to grow, I'm going, "Is this on a one to 100 scale, eliciting this insatiable appetite from enough people?" Ideally, at least a million people. In general, markets below a million target, if they call it TAM, the total addressable market, if it's less than a million people, it's tough to scale to 10 to 100 million, you know, beyond. It's just the market. So you're looking for an insatiable product on a one to 100 scale. It's ideally 80, 90, 95 out of a 100 scale.

You can test this, by the way. I had, I've been teaching for more than 10 years. I had this, some of this in my first 67 steps. I said, "Listen, I call this the parking lot test." What you do, you go to a random bar, okay? Just go by yourself as the founder. You walk in, sit at the bar, strike up a conversation with some people around you. Tell them what your business is. So, for example, in that case, if I was Kevin Systrom, you're like, "Yeah, what are you up to, buddy? Let me buy you a drink." No, you're talking to the person next to you, male, female, doesn't matter, old, young. You're sitting there talking to them, hopefully not too young if it's a bar, but, you know, you're like, "Hey," and you tell them your business model. So you're like, "Yeah, I've got an app, you can save your phone numbers of your friends, and you can remember them and call them." And then you talk for a second, and then you go, "Anyway, I gotta go. I got that app." Yeah, you just go, and you don't give them a business card, you don't give them your contact info, you don't give them your website. If they follow you out to the parking lot on their own to go, "Yo, yo, yo, what's the name of that app you're working on? You got a winner!" That's a high appetite product.

Okay, now this, you got to be honest. If you tell your current product offering and you, you sit down at that bar among strangers, how many people, if you talk to 10, are following you out to the parking lot? Ideally, at least eight of them. And that takes a really deep thinker as an entrepreneur. You know, the richest mentor I've ever had is Steve Ballmer. You know, and he's the ninth or 10th richest man in history. And when I remember at dinner, just we had a one-on-one dinner, and I just said, "Steve, if you could summarize all wealth creation in just one word, what would it be?" You know, he sat there and he thought. You know, he was CEO for 20 years of a company that's now worth $3 trillion. He's pretty qualified to give his opinion. And he said, "You know, it's interesting. A lot of people, if you, if you follow out a business influencer on Instagram or YouTube, you know, you'd think a lot of people would hear him say hard work, hustle, skill." That he said, "Creativity." He said, "All wealth generates in the modern world out of creativity. We don't live in a PO, we're in a post-industrial. I mean, we live in an industrial and even post-industrial. We're not agricultural anymore like our ancestors were 10,000 years ago." And if you would have asked the wealthiest agricultural, you know, 10,000 years ago, you're in the Middle East or you're in the Nile River Valley in Egypt, and you sit down with the equivalent of Steve Ballmer and you go, "What's the one thing that really creates wealth in this agricultural economy?" He would probably say work, delegation, skills, can you manage people? You know, that's how.

But now, Steve Ballmer, fast forward to the tech age, the age of the individual, the age now, of course, of AI, where you're going to have a single employee, just the founder, becoming a billionaire with no employees. I already know a friend of mine, Marcus, he started Planning Pod. He essentially built one of the largest dating sites in the world, and he exited for over $500 million cash in his pocket to Tinder, Match.com. And so it's been done. So we live in a world not only where it's not even proportional to work, it's just like one person can do it by utilizing tech, but you have to have that creative angle.

So you're probably right now, the reason you're not scaling 10 to 100 million or beyond is because you have violated this high appetite, lever one, in the nine levers. I definitely don't have time to go through the nine levers now, but I mean, I can hit, you know. So be brutally honest. I mean, try. I've done the parking lot test many times. Like, let me create a product that I don't even have. Let me just, I don't, I'm looking, I don't know apples. I just happen to be eating an apple. So let me just riff here with you on the creativity. How I would think, how do I create a product around apples? Like, that's so high appetite that if, if I tell my story, if I tell about my business or my idea, even before I'm launched, and I don't give a website or any info, and I just say, "Talk to y'all later." How do I get eight out of 10 people I talk to that night at that random bar somewhere in the world to follow me in the parking lot to go, "Hey, you forgot to tell me the, where do I download that? What is that? What?"

So apples, let's say I would basically say sitting at the bar, "Yeah, I'm coming up with a new apple. It's very interesting. GMOs are probably going to be a problem." One of the smartest scientists, his name is Nassim Taleb, he's pretty respected. He wrote the book *Antifragile*. He talks about in a podcast with Tim Ferriss that GMOs concern him because we don't know the outcome yet. He said, you know, he's a controversial scientist in the sense that certain things don't bother him at all. He actually says nuclear Holocaust scares him less, or he's more concerned about GMOs in our food. So what I created, if you don't understand how GMOs work, I have a farm, and basically, if you have corn, even if I'm organic, non-GMO, the pollen drifts from other farms up to 10 miles. So all this non-GMO corn you think you're eating probably has a mixture of GMO, and who knows what that's doing to you and your kids. So I created, but, but they, when they found with corn, you can create, I even, this is actually true, I do plant this, that corn you can buy strains of organic that have GMO resistance. So they actually have been bred to resist the pollen coming. So I did that with apples. This, I don't know if it exists. So basically, I've got a strain of apples, um, that I, remember what doctor says, "An apple a day keeps the doctor away." I just don't have apples. I have apples is the first one, but I'm creating a line of fruit that will deliver directly to your door with drones in any major city. If you're in LA, if you're in New York, and if you're in Miami, if you're in London, we deliver it. Feed this fruit to your damn kids, man. I made this because after listening to one of the top scientists in the world saying that this GMO thing could be catastrophic five years from now. Everybody just like tobacco, just like, you know, people were using lead paint 50 years ago thinking, "Oh, asbestos." And then find out it was killing everybody. Agent Orange. So man, I'm, I'm going to my kid, when I had them start to eat this new GMO-resistant fruit, it just, I noticed, you know, their health. I, I feel better myself. So anyway, I got to go. Been great talking to you all. I'm out.

You walk out of the bar. I, that's not my best pitch ever. It's just me riffing off an apple that I just ate. I would get a few mofos would come out of there. And by the way, they would come follow me and they're like, "Hey, it's, what, when's that website going to be available? Is there an app? Is there an email? Is it going to be at Whole Foods? Where do I get the drone delivering to me? Like, I want to do that for my." Imagine if I had said, "And by the way, it's no extra. The fruit that I'm doing, I can do at such efficiency, it's the same price as regular GMO-infected fruit." Anyway, I got to go. Bye.

You walk out the door. You might get eight out of 10, especially if you, if you're the target market. Maybe not at a bar, but let's say families. You are at a family gathering. You can do the parking lot test at other places where there's a whole bunch of moms, like at a farmers market. If you could sit around, everybody's drinking coffee, "Hey, what do you do?" "God, you know what I'm doing? It's non-GMO fruit." You might get eight out of 10 soccer moms, farmers market moms, following you out.

So I'm talking about the first lever. I call this the power lever of the nine levers. There's like, lever one. It's kind of, if you remember math, there's logarithmic declines or decay functions, meaning basically, or you can do it inversely, there's compounding. So exponential. Better if you get lever one wrong, and you do all the other eight correctly, very well, you still won't scale. I will bet against you going above 10 to 100 million. I could see you stuck at 4 million, 7 million, 12 million, 16 million, barely growing for the rest of your life. So lever one is a magnet, step order function, more important. So go deep on this. Think about your products. Test them. Odds are, you're selling something. And I'll tell you, the most dangerous thing to be selling, your most dangerous business, is something that's pretty good. Because as the famous saying goes, "The enemy of the great is not the bad." Because if you had a bad product that nobody bought, you would immediately tweak your business model. No. Odds are, you as an entrepreneur, if I came into your business, you do not have an 80, 90, 95 out of 100 high appetite product. And that's what's killing you. And I've seen that in my own business. And you can't. All the marketing, you know, the other levers are like your funnels and your sales team. Those are like levels, you know, level three and level five of the nine levers. Those are important, don't get me wrong. But essentially, without lever one being an outlier, I define an insane outlier as 4X the baseline when I do my split test. If you don't have that, you ain't going nowhere. What's your sales team going to do? Try to sell it? Polish turds? What's your marketing team going to do? Push turds that you polished on Facebook ads? You ain't going nowhere, son.

So there's, there's more to this. Let me move to some other ones because this, it's late at night here. I just came from a badass Michelin restaurant, man. There's some good restaurants. It's called AOC. It's insane. Two-star Michelin. It's crazy. It wasn't even that expensive, man. Per person. I, Europe. People say Europe's expensive, America's expensive. I love America, don't get me wrong, but there's a lot of miss out there. Europe ain't expensive. Even the most, I mean, maybe London's expensive. Um, but that's not Europe. Anyway, not to get diverted.

So, lever two is pricing optimization. One of my mentors, I got a mentor who won a Nobel Prize, Professor Christopher Pissarides. You may have seen him on my social. But I also have another mentor whose name is Professor Jean Jang from Wharton. He's generally considered maybe the number one expert on pricing. You know, Louis Vuitton looks at his dad. He's helping the most sophisticated companies in the world price. And so the second lever, if I came into your business and my Chief Marketing Officer, my Chief Revenue Officer, we're going down this checklist, level one, level two, level three, number, we're moving all the way down the nine. We're going to spend a lot of time on lever one. Some of you are literally, you, you just, you're bumping up against that. You have a medium appetite product, and you're just, it doesn't have the TAM. There's not enough addressable market. I know this ding-dong fruit idea I just had has an insane total addressable market. Mothers who buy groceries and fruit that want their kids to be healthy and believe that GMOs might be a potential long-term risk. That's like 20 million Americans alone. So the TAM's big enough in this apple scenario that I could scale past 100 million or even past a billion with that.

So odds are, if you, and you might say, "No, Ty, when I first launched my product, sold like easily." Yeah, because your product might be good enough, high appetite enough for a teeny subset of the market. Okay? Your product might be for like 300,000 global potential customers. But then how you going to do 10 to 100 million plus per year off that small of a segment? You're never going to control the whole market. I mean, McDonald's is the most well-known fast food place. It doesn't control more than 10 to 20% of the fast food market after 100 plus, uh, not 100 years, the 1950s, 70 years of complete dominance, billions spent on marketing. So don't expect, "Well, my, I identified there's 300,000 people in my that that love my product and P and really want it, and they're high appetite, they're insatiably wanting this, they'll follow me out to the parking lot." I don't believe you. But then you're going to get 10% of 300,000, that's 30,000. There's no way, unless you're selling a, you know, a very high-price product, that 30,000, that's, that's if you control 10% of the total market. Ah, no. You want to run your figures when you're doing your projections into the future. You can do what's called Monte Carlo simulations, where you're basically simulating if you get 1% of the market and how big the market actually is. Nobody knows. So the better thing is to just sit there with Steve Ballmer, creativity, until you bump onto something that people are pounding on your door when you take it down.

I remember, I've had some crazy high appetite products, and it's almost like it's life on easy mode. It's just money pouring in. I remember this is another way to know besides the parking lot test that you've done lever one, and I'll get back to lever two, Professor Jean Jang, in a second, but it reminded me of this lever one thing. I came up with a product, I think at the time, it was SMMA. Most of you might not know, but I'm the kind of the pioneer that got the word. I own the trademark for SMMA in the US, nobody, and globally. So you see people talking about SMMA, some people don't realize that's, that's my baby. There were a few people teaching it before me, but nobody at scale. Like, I took the world. I launched a generation of entrepreneurs online. And back in 2016, 2017, when it was super high appetite, one time we accidentally took the link off the website, and people are like, "DMing me like, I'm trying to send you money. I don't know where to pay." That's another thing. When people are hunting you down saying, "I have a sack of cash, how can I give it to you?" That's a high appetite product. Try taking it off your website for a day, see if your customer support fills up with, "I saw an ad. I can't. I still to this day, I'm always happy. I get people. I saw an ad. They'll DM me on Instagram. I saw an ad, and then the link's gone. Like, give me the link. Give me the link." That's the great. That's if you're an entrepreneur or a business owner, that is music to your ears at a level you can't fathom. That is music to your ears because it's like, "Oh my God, this is so high appetite. I'm not begging people to buy. They're begging me to sell." That's the game you want to play, brothers and sisters. This is life on easy mode.

Okay, let's go back to lever two. So once, let's assume you have adjusted your, you watch this video, start adjusting product, change the wording, adding new features, removing [ __ ], boom, boom, boom, throwing some bonuses in, so this becomes like the old infomercials on TV. Used to watch those. They were so good. You're like, "I need this squeegee to clean my house." They'd be like showing it. They were using visceral marketing, like you'd actually see the squeegee take the dirt off whatever the window. And then they were like, "And you get this bonus, and this bonus." But then lever two, they got to, they like, "And all this, you would think this is $600. The value, this, the value, that, the value, that, but it's only $29 if you buy it today."

So pricing optimization, which is, by the way, not always going low. I'm not suggesting you all always just have this product low. It can actually be going high. That's what Ferrari did to filter out a new segment of the market, right? You got to go high. But pricing strategy is where entrepreneurs, as a, there, you know, Professor Jean Jang, if you go to Wharton, has his textbooks. He's been mentoring me for many years. I, I still have my paid mentors. I do almost daily, five days a week, usually three days a week. So don't, don't some of you outgrow your britches. You got too big your britches, as a farmer would say. Joel Salatin, you got too cocky. Like you bought a course, you had a mentor, you learned to make your first million. I was just on a phone with the dude, and I was like, "You believe in mentors?" He's like, "Yeah, I'd hope you make my first million." I was like, "When's the last time you had a mentor you paid?" He's like, "Oh, 5 years ago." I'm like, "You got too big for your britches, brother." You know. Anyway, so I got Professor Jean Jang, and I'm like, "Professor, okay, here's what I need. How do I optimize my pricing?" He says, "Well, first, understand there's many approaches to making more money. Increasing gross revenue, cutting expenses, right?" That's a lot of times what people think. I talked about one, which is improving the product so the demand. That is an important one. But just pushing up revenue doesn't always make more money. Can actually increase your losses. Just cutting expenses doesn't always work because some expenses you have to have. If you're selling a physical product, you have to sell the product when they buy it on your Shopify store. So, you know, he says pricing strategy, almost no business gets it right except the best in the world. Apple, trillion-dollar company. Louis Vuitton, the second or third richest man in the world, massive price genius. Think about airlines. Now, airlines are not always profitable, but they're crazy efficient. And if they weren't, massive pricing, everyone of them would be bankrupt instantly. But you know, when you sit down on an airplane seat, if you ask, if you paid $400 for that seat, ask the person next to you, they never paid the same price. They use dynamic smart pricing. You go to a hotel, you buy it all, Expedia, dude in the room did not, even though we have identical room in Vegas, he didn't pay. The odds of him having paid the same dollar amount are negligible. So you can see in certain industries, it's already evolved. But the average entrepreneur, the average restaurant owner, the average, you know, HVAC business, home services, the average coach or or person selling a a digital product, even physical products on Shopify, it's one bad thing about Shopify. They do not have good split testing. That's why I built, have generally run my own software. But most people, entrepreneurs can't do that because I do crazy amount of price split testing. And lever two, which is not as powerful as lever one that I talked about, but freaking powerful. Again, if you get lever one right, and lever two wrong, and then you get lever three correct, four, five, six, seven, eight, nine, you still fail or you're stuck at that 8 to 12 million, okay, gross revenue per year, which ain't, if you're watching this video, is because you want, you saw the title, like, "I want to scale to, you know, 10 to 100 million." So the pricing strategy. Now, there's only a few. This video could get very long. So, all by the way, text me, WhatsApp me. I have two phones. This is a real business phone. I travel. A real iPhone. Don't call it. Some people try to test. You'll see it's a real phone. I carry it with me everywhere I go. I'm going to put my phone number below in the title or caption or comments or whatever. Maybe pop up on the screen. It is about, okay, just text me "Nine Levers" and what platform you saw this on, and a little bit about you. So just text, if you want to talk, I can send you more stuff on the nine levers and stuff like that. I also have, I got a, I have my own app, official app in the App Store and Android, and I'll get, I can send you a link to a free community you can join. You can download the app. You don't have to pay any more money. You can talk to me on the nine levers. I got a whole "Make Money" forum tribe. You want to be in that? It's free. So go text me and I'll send you. Because right now, if you just download the Tai Lopez app, you're not going to get auto access. But I'll have my assistant just DM me the phrase "Nine Levers." Let me know where you come from, YouTube, Twitter, Facebook, Insta, whatever. And then give me a sentence about yourself. What's your revenue? Are you already bumping up against 10 million and you can't break it? I'll get you some good stuff and I'll send you some a link and no, no charge. Okay? I want to help people with this because this is one of the most frustrating things. If you don't get this right, you just feel dead in the water, man. You can go 10, 20, 30 years. You know how few entrepreneurs ever scale past 10 million? You, you're talking a fragment. There's 20 million plus entrepreneurs in America. Essentially, 19 million of them ain't going nowhere. One out of 20 really scales. And some of that's just pure luck. But and you don't want to rely on just luck. You want to make your own luck as much as possible. So these nine levers, text me the number below. It might be popping up here. I don't know what platform you're on. Just text me. I put in the comment description. It's a real iPhone. You can text or WhatsApp. WhatsApp's better because it's easier. iMessage. You can iMessage me if you prefer. Some people are like, "I don't have WhatsApp." I'm like, "Bro, get WhatsApp. It's the largest telecommunication company now in the world. It's free. Get with the memo." Some Americans like, "I don't use WhatsApp." I'm like, "Ah, don't be just trusting Apple or Android. Diversify your telecommunications. Don't just use WhatsApp only either. I'm, I'm spread out. You want to get spread out on Signal and Telegram and and WhatsApp and iMessage. Sometimes, sometimes I do FaceTime audio. Why? Telecommunication is a big deal. People paying attention. They, NSA. I don't know if they still do, but they probably do. They listen to people. Go governments. Don't be trusting governments. I mean, you don't have to be. I'm not a highly social conspiracy theorist. I'm not an optimist or a pessimist. I'm a realist, right down the middle. Anyway, so text me on that. I'll get you some more. Cuz I wanted to do an 18-minute video and I'm already almost at 30. So, and I've got through two of the levers. By the way, some people go, "Oh, you should be able to summarize." I'm like, "You want, you think I can summarize what took me beyond 10 million, beyond 100 million in just like five minutes, 10 minutes?" If it was that easy, then everybody would be doing it. In fact, it's a good thing that I can't even summarize the nine levers. That means it's a sophisticated enough strategy that you need to become wealthy. And therefore, most people will give up. How many people do you think are going to watch this whole video to the end? I look at the view-through rate. I don't care how good your video is, you'll never be at 100% of people view-through. You'll, you'll basically never be at 80% of people watch to the end, even if it's a free video, even if it's the keys to the kingdom for them to build maybe generational wealth for them and their children. That's not how the human psyche is. Talking to one of my mentors, Satoshi Kanzawa, he says, "People who think too much are unhappy, and people want to be happy, so they don't think." He's writing a paper on it. He's an Ivy League professor. Anyway, so going back to pricing. The way most entrepreneurs price is primarily by comparative pricing. They look at what their competitors price. Sometimes there's a technique called cost-plus. So especially if you're in the physical game, I've been in the physical game. I've shipped, you know, hundreds of millions in sales of physical products in one year. And when you're doing that, let's say your cost of product is, you know, $20. A lot of people just mark it up with an automatic markup, whether that be 5x or 3x or 10x, depending on the amount of competition and substitutes and the true monopoly, you know, remote that you control. But once again, so you got the pricing, and you're going, "Well, sorry, am I a baller entrepreneur, or am I the 19 million out of 20 million that go nowhere?" And they just have simple pricing models. "Oh, one on my competitor's website. Oh, well, it cost me this much, so I mark it up." That's not the way to do it. Now, what to do is a fairly complicated. I can explain this way. You want some level of dynamic pricing, or or sometimes the legalities. Like airlines have figured out the how to lobby Washington DC to do these dynamic pricing. Cuz some people say it's unfair. How come, you know, the guy sitting on the chair next to me paid $200 and I paid $800? Like, but they structured the law. But it depends on what industries. You can't always do dynamic pricing. But there's other things you can do. Tiered pricing. That's what I do where I always have three packages. And I use the funnel to filter out, and you dynamically, intelligently, based on people's behavioral patterns. Now, you can get data from databases that API in around their info. There's all crazy complicated but cool ways, and you can segment them and then send them to a low, medium, or high-priced product. You can use IP address. If they're in Bangladesh, you probably don't want to redirect them to your $100K offer. You might want to do to your $5 offer. You know, I've done seven, eight figures in countries that aren't super wealthy. But you got to, that's why I said dynamic pricing is the best, but it's not always feasible. The worst is probably how you're doing it now. Cost-plus or comparative, competitive shopping. This is not a logical thing because the market's not all. It depends what you sell. If you're selling a commodity, like, you know, Crest toothpaste, then you do have to look at comparative pricing. You can't be on Amazon, so on tech, you know, Crest toothpaste for $17 when every other Amazon store is selling it for $4. But I hope you're not in that kind of business because commodity business like that is a whole another conversation. It's hard to have lever one correct and insatiable product that you alone have when it's such a commodified thing now.

So that's lever two. Lever three, and I'll probably stop here. There's other levers like, I said, building and sales floor team, team, good email and SMS auto-responders are one. You know, the actual checkout page design can be one. But lever three is really the ads and the landing page video. I, I'm a big fan. If you're selling any type of sophisticated product, you generally want a video. If you're just selling like apples, commodity apples, you don't always need a video. But I don't recommend you be in that business if you want to have a high probability of scaling.

So when I look at this, I'm like, let number three is something that I'm pretty famous for, which is building paid ads and landing page videos that are well copywritten. And I was talking to these two guys I was telling you, these young guys that are like, "Dude, we want to be billionaires." And, you know, "One month we did 2 million, and now we're only doing 500,000." They're all depressed. Even though they're kind of rich, they're, you know, I'm like, "Hey, chill, man. You, you're rich for your age." You know, "Don't put yourself under undue stress." But anyway, what I was saying to them, I looked at their video ads, I looked at their Facebook ads, I looked at their YouTube ads. I was just like, "Dude, this shit's not that." I said, "If, if you didn't know yourself that it was your product, would you click on any of these?" And so when I inevitably, when I go in, if I came into your business and I looked, if you're doing paid ads, if you're, if you have a website, which hopefully you have, take the landing page isn't compelling. Remember, you've got 5 seconds with the ad. But then once they click and hit your Lander, you also, that 5-second rule. Average human now has got a goldfish, uh, attention span shorter than a goldfish. Goldfish are six seconds. Humans are five. That applies, by the way, for building a personal brand. But that's not what the nine levers, this video is about. Something else. This is specifically about, you know, not about you building your personal brand. This is for those of you entrepreneurs who have a business now. You may be a personal brand like I am, but you're selling products, which is the vast majority of entrepreneurs. If you're like Brad Pitt and you sell yourself as an actor, you are the product. But even me, even though a lot of my personal brand, I am the product, I have other coaches that teach and other people fulfill. So I productized it, which is really, you can't, if you can't productize it, you ain't really going to scale to 10 mil. So anyway, really, and this, each of these nine levers is like a one-hour video. This is like a nine-hour. For people that are in, like, my team, internal staff, I have training certifications that they go through. Nine levers is one of them. People that are in my, um, private client program, I give them the advanced version of nine levers. But I wanted to get one out to the world because I realized, man, I've only been teaching this to a handful of people that are my paid clients. And I'm going to continue to give them way more attention than I would on a free video because they're paying. But I still want to give you value for free. So that those of you, especially entrepreneurs who don't have the budget, like, I'm like the highest-priced, uh, consultant, online consultant, basically in the world. I think I'm the highest priced. I think I've been that way for 10 years. So a lot of you, you know, 5% of you can afford me, and I'm worth the money, and my team's worth the money. But most of you can't. And that's why I'm making this free content.

So when we go to the third, how, what's the dynamics of insanely high converting videos on the ad side and image ads sometimes work, especially for retargeting, if you're using the GDN network, Google Display, or things like that. But also the landing page. Because I've seen people do really good ads, and then the Lander sucks. And I've had people, you have horrible ads, but the Lander is amazing, but nobody ever gets there. So here, I'm going to give you this framework. And then just text me or WhatsApp me, and I'll send you some more stuff. And come into my free app and talk. I'm in the tribes. It's the forum tribes, you know, and it's free. I got one on making money, and I got smart people in here. So you can just come in. I was just posting, just posting stuff. I can do videos and reply to you and stuff. This is the official money-making tribe right here. Patrick just wrote, "Hi, need help marketing pro products here's my supplement brand." He put it all in here, King Cobra Labs. So, um, I, I can record video ads, audio ads, like, I, I'm in the tribes, of course. I spend the most time with private clients, but I do give value even in the free making money tribe.

So, okay, what's the dynamics? How can I? I can't smell it. It's like, I can, like these these two young dudes that are only making 500k and they're depressed. They sent me their ads. I'm like, "Like, he doesn't pop, man." It's like when you go on a date off Tinder, you know, and you open the door of the coffee shop, and you see her. It's either going to be like, "Bam! Hell yeah, I'm so happy I did this," or going to be like, "Oh, for [ __ ] sake." Like, The Office, Ricky Gervais, you know, he goes on that date, and the woman doesn't look like he thought. Like, "Oh, for [ __ ] sake." That's how I feel with ads and Landers. I hit them, I'm like, "What the [ __ ] is this?" Or sometimes, very early, I'm like, "This [ __ ] you're gonna get rich right here." So it's almost binary. It's almost like you have a 10 out of a 10, or you have a one. That's how ads are. Because remember, ads are on an auction basis. Auction basis means if somebody can outbid you by, buy one cent effectively per click, CPM, they can get the majority of traffic. So it's a very binary game. You either have a badass ad and a badass Lander, or you essentially, you completely violate the third level. And now you're operating with the eight levers, which, once again, those first three are powerful. One is insanely important. Do not pass go, attempt to pass go without lever one crushing. Then you got level two, which is also, you know, also insanely important. And lever three. The three levers that I'm talking about here, the power levers, are just magnitude of order higher and more important. Now, you could throw, I throw sales team as lever four, which I won't have time to get into. Depending on your product, lever four can also be a must-have. But some of the other levers, like I see people working, you know, it is a, a lever to make more money, to have a better designed website, but it doesn't move the needle that much. You're not going to go from 10 million to 100 million from optimizing the design or the checkout page, uh, design, the aesthetics. Maybe it'll ramp you from 10 to, to, if you do all the other levers as you go from 10 to 100, maybe 10 million of that growth is attributed to the bottom levers in the nine levers, like lever eight, lever nine. So I don't have time to about lever four, which is really for, it just depends on the product. If you're selling vacuum cleaners, then a phone sales team and an outside sales team that travels isn't really that important of a lever. So lever four is very pro-industry based. That's why when you text me or WhatsApp me, please say what your damn industry is so I can send you the right stuff. If you're selling low-ticket commodities, a lot of times lever four is important. But for those of you selling higher ticket stuff, or more complicated product, phone sales teams, everything selling software, enterprise stuff, B2B. But that's why I won't go in. Maybe I'll do another video, or I'll send, I'll text or WhatsApp you some guide stuff.

Lever three is this binary. The ad is just like, it's like a hot girl. Like everybody knows. You know, I remember once I went on a date, I, one of my cousins worked for me, and she never, you know, she's not involved when I've gone on dates and stuff. And she sees the women. She never says anything about them. But just one time, this is what I usually have had my headquarters in my house. I've done that since 2006. I love that way of living, the integrated life, you know. So my office is almost always a separate section. Sometimes I have houses that have a dedicated office. But I was working upstairs at home, and I guess I forget, but the date was like at 5:00 p.m. So this woman shows up, and and my cousin happened to be working in the downstairs office. She opened the door, and I never forget, she text me, she's like, "This woman's pretty. You may want to come down here." And I remember going down. It was, it was a woman named Ariel. I mean, she's a shock. Every once in a while, especially Hollywood. This was like 2015 or 14 or something. You know, Hollywood, not as much now because of Netflix and stuff, but Hollywood used to attract, you know, some of those beautiful women. The prettiest girl in any city in the world be like, "I want to be famous." This girl had just moved to LA. And I mean, for those of you, you've watched my social media, um, you know, people, some people, some guys that follow, like, I, I like following all the, you know, the dating life stuff. You've seen me with some pretty women. This woman was shocking. Okay? And she was so shocking that my, I come down here. I remember I went salsa dancing that night. There was a, the salsa club, I'm not sure it's still there. It's a Cuban restaurant. And I, you know, I took her salsa dancing. And thought she was like, blonde hair, you know, didn't fit it. She, everybody looked in the place. And when I walked out, I never had this. The owner of the Cuban place, who had hardly, you know, we had chatted a little bit, he followed me out to the car. Talked about the parking lot test. And he goes, "Dude, if you don't marry that girl, I am." I'm like, "Bro, it's the first date." So we, we dated on and off for a little while. But she's a nice person. She, she ended up moving. I forget. We keep up every once in a while. But that's the lever three. When someone sees your ad or your Lander, and they're like, "This is good marketing." We all know good marketing. Is the average person seeing 11,000 ads, images, videos per day? Even your grandma or grandpa grew up around TV. We know what a good ad is. We know what a Super Bowl ad is. We know what a [ __ ] ad is. You probably not scaling because you're lever three. It's like, if you have to ask around, "Is she a hot girl?" She ain't hot. She might be cute. If your friends are baiting, "Oh, she's okay." If she's hot, hot, like this Ariel, all your friends. I once, after that, a couple months later, I went to a lunch. I remember James Swanik was there. You've probably seen him. He's he's an entrepreneur, one of my first private clients, crushing the game now. And, uh, my friend Dr. Garcia, Herman Fresco. We all went to eat at Sushi-Ya with Ariel, can with me. And they just sat there the whole dinner, just staring at her. And she went to the bathroom. I was like, "What the?" I'd never seen them like that. I'm like, "What are you guys doing?" You know, she's, they knew she was like, with me. But they're like, "Yo, man, I'm not trying to be disrespectful. I never seen a person that looked like that." A face. It was all natural. No constructed faces. Nothing fake. They were both like, you know, "No disrespect." That's what I want your lever three ads and landing page. Where people just like, "This is a good ad." A good sign of a good ad is people. I always tell my team, "I want to put out video ads that give value, even to non-buyers." See, if we go to the analogy of Ariel, those two, my friend James and Herman, they were non-buyers. They weren't with her, but they were getting value the whole dinner, just staring at her. Oh, eat sushi. I'll never forget. That's, I've only seen those two guys. They're both great with women. They never get star-struck with women. It's Ariel. So you need an ad like Ariel. You need one where people are like, "What? Hey, I don't even care about your product, but that was an interesting ad. That was a funny ad." You know, Dollar Shave Club, the dollar shave. It took an actor in Hollywood, 2013. He came up with that ad. You, you probably seen it. You know, and he exited for over a billion to like Unilever or something like that. One ad. But you watch that ad, you're, "This is a good ad." I'll be at conferences, show that ad. I was at Russell Brunson's 6,000 person, uh, couple weeks ago, it is ClickFunnels thing. I've never been. And Tony Robbins.

Was there, and Russell's like, "You should come." My last one, so I came. Last minute, and they were showing the... Tony Robbins showed the Dollar Shave Club ad from 12 years ago. That's how good it is. If your ads... I've had my here in my garage. Was studied at Harvard. I used to get kids like, "Yo, I'm in my Harvard MBA. They've got a whole case study on your..." here in my garage. At a whole case. So I, you know, I built five of some, five of the, the most viral video ad campaigns in history. My team sometimes will be like, "Yo, it's on ChatGPT." And I was like, "Name the top 10 social media marketers of all time." You come up as number one. Or sometimes I'm number four, or two, or three. I don't know what number I am. Maybe there's people better than me, maybe not. But I'm certainly a titan at this. So I can tell you from firsthand experience, Lever Three. Assuming you have Lever One, the right product. You're not trying to polish a turd with Lever Three. And that Lever Two, price. And you price it optimally. Then Lever Three is like the unlock. So once you hit Lever... Lever One's the necessity. Lever Two is like the hypercharge. It starts to get the river. So like, imagine Lever One's like a river. There's a dam. You open the dam, the water's slow, it's just starting to go. So that's Lever One, product. If you have an insatiably high appetite product, that's like, oh, opening the gate. But the water still starts slowly down the river. Famous book on this, a dam that collapsed in the 1800s in New York, wiped out a whole city. It's a crazy story. It's one of the great stories I've read in the last five years. But anyway, you know, the water starts to flow. Then Lever Two, getting your pricing right, gets the water speeding. You see what I'm saying? And then Lever Three, Lever Three, which is an insane ad, is when, if you read that book about this 1800s disaster, it's when it becomes a wall of water. So it has been released, it's picked up speed, and it's picked up such speed that it essentially formed this face, like a concrete face. And that's what destroyed all these cities. And I think it was Upstate New York, or Maine, or New Hampshire, or something. In the same way, you start to scale because it's like a... your competitors. Once you get the ads, once those first three levers are there, you have a wall of water to just that just is making money and destroying all. There's no substitutes, there's no competition. So yeah, we can talk about that. I, I, Lever Three, each of these is an eight-hour conversation. But I hope I've opened your eyes. And like I said, Lever Four, Lever Five, email autoresponders. I've got funnels where my autoresponders on people who didn't buy, they abandoned the credit card. I made more money on autoresponders. That's level, Lever Five, right? So I don't have time to go through all nine levers. But text me or WhatsApp me. I'll send you the list of the nine levers. I'll get you a free link to get talking to me on my private app, my members-only app. Okay? I'll get you into the free, my community tribe, or you can talk to me. Okay? Come talk to me. Because especially if you're already, if you're doing 10 million, 12 million, and you're stuck, this video is for you. This is not a beginner video. So beginners ain't never going to be at this point in the video. They're gonna be like, "What the hell? I don't even have a business." So this is for those of you already kind of crushing the game, but you don't have that wall of water. You haven't started activating. And by the way, if you activate all nine levers, that's the 100 million plus. Now, to go, there's something beyond the nine levers. I call it the Way of the Billionaire. That's a whole another system. That's the M&A game, acquisitions, buying your competitors, roll-ups, you know, all that game. But you can go to 100 million, many businesses, you can even go beyond that without M&A. As it gets larger, most businesses use M&A. Mark Zuckerberg built, you know, a billion-dollar company, but it wasn't to acquire Instagram. That it really became this mega wealthy person. And then what's happened? So you see that Elon Musk saying thing, he did an M&A transaction to be part of PayPal. That was the beginning of his big wealth. Before then, he had created some wealth, but not, you know, under 100 million. So, but that's for a whole another set of videos. So I don't want to talk about the M&A game, the Way of the Billionaire yet. I want to talk about the nine levers because this is the most applicable to eight-figure entrepreneurs. Go through like a checklist. By the way, when you text or WhatsApp, if you want to work with me privately, I get like 10 to 20,000 people a year want to work with me, uh, privately. You know, only about 1% do I work with per year, less than 1%. But if you're interested, put that in that text or WhatsApp. Okay? We don't hard sell it because I got more people. It's my time working directly with me. I got other ways to help you. But start with the free stuff. Get the nine levers working for you. Get it to your team. Get it to your Chief Marketing Officer. If you don't have a CRO, Chief Revenue Officer, you should get it to them. Be like, "Yo, go through this systematically. How good are we? Rank it." I have a ranking checklist, you know, one to 100. How good are we on Lever One? Lever Two, all the way. Okay? If you found value in this, text me. But leave a comment below. What did I not clarify enough? And I'll try to answer below. What would help you more? Okay? Make sure you subscribe. I'm dropping these free bombs now three times a week. So you want on different subjects on the integrated life, healthful flow, happiness, but stuff you ain't going to hear nowhere else. Nine levers, I, this is mine. You'll never hear this anywhere else. I have frameworks. I think I'm the king of frameworks. I don't think anybody would argue with me. Maybe they would. But frameworks are mental models. I, I haven't met someone on Earth that's more into mental models and has more me. I started collecting mental models as a teenager. Um, I have thousands of mental models. So that's where my 67 steps came from. A lot of my stuff. The nine levers is another mental model of scaling. So if you want to get more of my mental model stuff, my frameworks, my steps, my principles, uh, my heuristical patterns, so that you can make high-level decisions, then make sure you subscribe. Sometimes I get, you know, kind of shadowbanned on different platforms. That's why I said make sure you subscribe and engage. Not because I want your comment, but because by engaging, my next video, I'm trying to do, generally I'm doing Monday, Wednesday, Friday, you'll see it pop up in your feed. At least you see it, you know? So subscribe. And my main ones, you can do my podcast, Apple or Spotify, or you can do YouTube for the longer form. Those are my main places. If you like Spotify, I post it there, but it's not video. And then Apple Podcasts. But YouTube is the gold standard, you know, cuz you can watch or listen. So what's at me?