Transcription
I have such a special treat for you today in studio. A friend of mine, a colleague of mine, a client of mine, but more importantly than that, this man has created an ecosystem and he wrote a book that's so good that I wished I had written it. And so it is with great pleasure that I introduce to the people on my channel the man, the myth, and the legend known to me as Kilogram. Graham Cochran. Graham, glad to have you on the table, bro.
>> What's up, man?
>> What's up?
>> You knew you had to throw that in there.
>> You I had to throw Kilogram in there, bro. So, Graham Cochran, I'm going to let him tell you who he is. So, so Graham, tell everybody how you got started. Like, you wrote a book called The Effortless Business. You have a challenge called um the 10 >> 10K offer challenge. 10K offer challenge. Um, you're a speaker, you're a YouTuber. You got like tens of thousands of YouTube subscribers, I think.
>> Yeah, we got between the two channels like 700,000 >> 700,000 between two of them. Yeah.
>> subscribers between your two channels. You started out as a musician and now you're this international business coach. like tell everybody like the genesis of your story so we can find out where they need to get started and then we can start sharing with them some of these concepts from this book the effortless business because I'm going to even though I I read it and I wished I had written it I am going to uh I'm going to challenge you on some of the concepts so
>> let's go
>> let's go
>> well I I tell people I never wanted to be an entrepreneur
>> okay
>> never cross
>> what did you want to be
>> a rock star
>> okay a famous rockar.
>> Just a famous rock star. That's all.
>> That's it. Um, so yeah, I'm I'm a creative by nature. So I never I never knew any business owners growing up. So it never it just never crossed my mind. Maybe if I was around entrepreneurs, I would have thought, "Oh, that's cool." Like how do they make that kind of money? How do they live that life? But I never saw it.
>> Um, so my journey to entrepreneurship happened out of necessity. It was I was 26 years old. I just moved a thousand miles away from home with my my very pregnant wife to help some friends start a church in Tampa. That's how we got down here to Tampa
>> from
>> we were in Virginia before that.
>> Okay.
>> And in a span of 10 months, this is during the Great Recession. In the span of 10 months, I lost two jobs
>> right after we bought our first house, had our first baby, and moved 1,000 miles away from home. So, it was
>> Oh, so so the ducks were lining up.
>> Perfect timing. Yeah, it was exactly like I scripted at age 20 26. So, you know, we had sa some savings. Um, we burn through those pretty quickly and that's when you start to panic. You realize, oh, dude,
>> I gotta figure I gotta figure something out.
>> Figure something. I don't have a plan. Um, and I didn't want to go back and get another job.
>> So, what were the two jobs that you you said you got fired from or you lost them or what did you say? What was the terminology you use?
>> Well, I I lost. So, it's semantics, but one a whole a whole department was laid off. I was a an audio engineer at a software company. Okay. And so they just they got rid of the whole department and then um the other was
>> audio clearly doesn't need to be engineered according to them.
>> Yeah. It's like they anyway it doesn't matter.
>> Okay.
>> It doesn't matter. But that that department was gone. And then the second job was I was trying to sell it was it was credit card debt settlement. I was trying to help people settle their credit card debt. I had a buddy who started this company. He hired me because he knew I needed a job and then he didn't know what he was doing. It wasn't a solid business model. So he ran out of money. So after four or five months he said I can't pay you anymore. So that's where I was.
>> Wow.
>> So I I would say it was in that season that I I had to figure something out. And the idea, the question I asked was,
>> "What do I know how to do?"
>> And the only thing I could think about that was marketable at the time was music recording because I was a musician. I was an audio engineer. So I would produce music for my myself for bands. And so I thought I would start a freelance business recording and producing music. And I had this crazy idea in 2009 to start a YouTube channel
>> for
>> for lead generation. And I don't know how I had that idea,
>> but I mean a YouTube channel about
>> about music.
>> About music about
>> teaching people how to record music. So teaching people the thing that I was hoping they would hire me to do.
>> Okay.
>> In the hopes that they would be overwhelmed by not that I would overwhelm them, but they would try it out and some people would be like, "Wait, this is great.
>> This is great, but I don't want to do it. I don't even like it." Because and that's a huge point is whatever you know some people just want to learn it and do it themselves and they will end up I found out paying you for that knowledge
>> and then other people want to learn how to do it and they realize I don't want to do it. I'd rather hire you to do it for me or do it with me
>> and that's what you were hoping for.
>> That's what I was hoping for. I didn't realize content was a thing. I didn't realize this was before influencers and youth courses and and so I stumbled into selling online courses, communities, um, masterminds,
>> all kinds of stuff around music producing and recording.
>> Do you remember what your first product was?
>> It was a $47 course called ProTools Boot Camp and it was teaching.
>> I bet that was good.
>> It was ProTools is hard to use, bro.
>> So you even There you go.
>> ProTools. Well, see, you know, I produced an album and so
>> that's right. So you know ProTools. So, I know I right that's what my that's what the musician the guy who did all the music in our uh album used and that's what the engineering studio used when they engineered and mastered it and like I would see them they'd have all these tracks and they got all these plugins and all this stuff and I'm like
>> we'd be 3:00 in the morning in the studio they're like listening to tracks and adjusting volumes of different tracks. I'm over there sleeping on the floor like I don't know what these dudes are doing but I want to be here for the whole thing. Right.
>> Oh yeah. It's exciting, but it's it's crazy.
>> It is insane.
>> So, imagine.
>> So, you created a course. You sold it for only $47.
>> Well, I hadn't I hadn't met you yet, bro.
>> But I didn't know. But it's funny because at the time there were some courses um on like Skillshare or Udemy and things like that, but it was like $19 courses. And I thought I was real high ticket. 47 bucks. I'm going be I'm going to be double that price. But the the idea was like, hey, in whatever industry you're in, like you know, something that people will pay for, you know,
>> the thing that people get stuck on is, well, why would people pay me,
>> right? Right.
>> And that's the that's the secret in that question is they will pay you because they want to learn it from you, not from so and so or someone who's boring or someone that they don't connect with. And so I found early on in the YouTube channel that for whatever reason, the way I explained how to use ProTools or how to mic up a drum set or how to record your vocals or what equipment to buy,
>> it resonated. It resonated with people and that Colin Boyd has that language he uses resonate a lot. If this resonates with you, then you might like this offer or this kind of thing. And resonation is a really big
>> language because not everything I say resonates with everybody. But my right people were like, I like the way you teach it and they wanted more.
>> Wow. So, so do you remember per chance um when you created this $47 what was it called? How do you
>> ProTools Boot Camp.
>> ProTools Boot Camp. Great name. When you created that product for $47, do you remember how much how many of those you sold like your first month or not really?
>> Yeah. I didn't sell very many. I sold like two or three.
>> Okay. But you kn But it gave you a taste of the money you could make.
>> Oh, it changed my life. It changed my life because um the idea was people like my YouTube videos. Could I sell videos? That was that the extent of my thought process. Would they pay for more in-depth training? And so that that was a test. And it was just a zip file of videos. It was like a PayPal link and an iWeb website that I I didn't know how to code a website.
>> And so there was no member area, no?
>> No, I didn't. I didn't know.
>> It wasn't anything that sophisticated.
>> No. Like so if they wanted a refund, I'd be like, "Okay, can you please delete the files? I'll refund you. Then please delete the files off your computer. Okay, sir.
>> I'll delete I'll delete the files. Give me my money. I'm keeping your files. But
>> but that it was at least a test, right? I remember when I I was in Seattle at my my grandfather's funeral and I got an email. I was checking email in in um their sort of Wi-Fi hotspot area and um I checked an email. I got this PayPal alert. You've made money. 47 bucks. I'm like who's sending me 47? This is how bad of an entrepreneur I was. I forgot that I launched this course.
>> And this random guy
>> That's embarrassing. Yeah, that's hilarious.
>> There's hope for everybody. There's hope for everybody. But that that was my first sale. And when I saw some guy bought a course of mine for 47 bucks and I
>> some guy that you don't know.
>> Don't know. He didn't have to talk to him.
>> Nope. He was probably on my email list. Had been following me on YouTube. I didn't know who he was.
>> That's when I realized, oh, this is this is the game. If I could sell one, I could probably sell more. If I could sell one, I could probably sell more expensive ones. I could probably come up with different ones that cover different topics. And then my my my brain went from I don't have a business model. I don't know how to make money to oh now I know what to do. I just need to do more of this
>> and get good at this.
>> So once you and what year was that again? 2008 2009.
>> Early 2010 was when
>> early 2010. Yeah. Okay. Around the same time as Bitcoin.
>> So just I'm just I don't know why that came to my mind but everything reminds me of something. So there you are. There we go.
>> Okay. So, um, I thought of so many funny things to say just now, but I'm not gonna say it because that's what my brain does. So, so do you remember like the first time you felt like, "Oh my goodness, this is a real deal. This is like a big deal." Do you remember how much money you made the first time in like in a month where you felt like, "Oh snap, I'm going to be rich." Do you remember that? Do you remember that experience? Tell me about
>> So, my goal was to make um initially $3,000 a month.
>> Wow. That do you know how much bigger than your online goal was than mine? When I started selling stuff online, my goal was if I can just make $400, I'll know it works. If I make 700, it won't be long. I'll be the king of this internet marketing mountain. That's what I that lit that was that was the exact phrase. But you got sometimes you got to start small because you have to prove like or like I wanted to pay my rent or I wanted to pay my mortgage or my car payment or whatever.
>> For me, our our expenses were low. I mean, for context, we were on food stamps for 18 months. So like this is I I I just needed to get over the shame and the embarrassment of like I can't even provide like for my family. So
>> So $3,000 would have been like a home run.
>> It would have meant like I no longer qualify for government assistance, which would have been a win. And it would have been covered most of our bills because we were living really cheaply at the time. Um, and honestly my the job I had just left that was more than I made there. I mean I made 30,000 a year
>> at that job.
>> At that job.
>> Wow.
>> So in a way that would have been like replacing my whole salary.
>> And so that was the first goal. And when I hit that
>> but that took me a while though. I mean this is like a year and a half of of experimenting like making a little bit of money here and there.
>> But it was in it was 18 months in that I started to get some traction
>> um because I didn't know what I was doing.
>> Right. You were just figuring stuff out. I didn't know anybody else in the internet was doing this. Like that's how in the dark I was. I didn't know that this was an industry that was
>> You literally when you say you stumbled upon it, you stumbled upon it
>> 100%.
>> That's so it's what's really interesting is how different that is than how I came into it because I got this internet marketing course and this guy named Corey Rud wrote a book about internet marketing and created software and he started selling stuff and he's like almost everybody who sells anything online today whether they know it or not they were influenced by him. And unfortunately, like when he was in his 20s, he was he died in a car accident on a racetrack.
>> Wow.
>> But um he impacted so many people's lives. And one of the people though um that he influenced was this young 19-year-old African-American gospel piano player. And um this young gospel piano player, he had a website called hearandplay.com where he would teach people how to play the piano online by ear. And when this kid was 19 years old, he was making $400,000 a year teaching people how to play the And I'm like, you're making what? Doing what? To me, okay, just to give you where I was then. I'm teaching people how to make how to play the piano by ear on the internet. Almost sounded like I'm teaching people how to smell recipes on the internet. That's like right cuz you see how ridiculous that is. So how you going to teach somebody how to play piano by ear on the internet it
>> like they seem so diametrically far apart. So I I got excited because there was somebody who was doing something that in my mind was ridiculous but making a lot of money. So I figured if he can make that much money doing that I know I can get rich doing that.
>> That's a great point because like so these days I'm a business coach and people will say oh well it's it's easy to make money teaching other people how to make money. Well, first of all, it's not easy, right?
>> You have to be really good at what you do. Exactly.
>> But second of all,
>> um, what I love about my experience is that my first seven figure business was teaching musicians,
>> aka broke musicians, how to make great recordings on a budget at home. These were the people that didn't have the money to go to the studio.
>> So, they learned it on the internet and then they paid me to learn how to do it.
>> And so, when people say you can't make money in a creative niche or it's not if it's not health, wealth, or relationships, I say that's BS. That's just a It's an excuse to believe system. It's a belief system. That's what BS stands for, by the way. Belief system.
>> Exactly. That's That's what I meant.
>> I knew that.
>> Well, you're kilogram. I
>> That's good. I like that. That's exactly right.
>> Um but but it's it gives me hope when I encourage people of like like I have clients that are songwriters doing hundreds of thousands of dollars teaching people songwriting and like that kind of stuff just shows,
>> right? That's mind-blowing. You have you have clients. You have clients that are songwriters who make hundreds of thousands of dollars teaching people how to be songwriters. That's the point.
>> Exactly. And that's avail it's available to anyone and everyone
>> who knows how to do something
>> because what you know is valuable and the way you present it and teach it and empower people to learn it is even more valuable.
>> So based on what you just said, I'm going to make an ass assertion and I want you to tell me what you think about my assertion. It sounds like to me that you believe that how much money somebody can make teaching people what they know has more to believe more to do with what they believe about themselves than it does what they know that they're going to teach people
>> 100%.
>> Because some people would say all I know how to do is cooking. You can't make any money cooking. But I would point to Rachel Ray. She's a millionaire, multi-millionaire with an M. She got a couple M's. Multi-millionaire, right? um Rachel Ray and all she did was turn on a camera while she was cooking. Martha Stewart was a homemaker. She started taking pictures of the stuff that the crafts she was making and and writing books and and doing videos and she built a multibillion dollar business as a homemaker and people say, "Well, all I know how to do is this and isn't that me?" Right. And so you're saying that they're going to pay you because you're you and you have a unique set of skills that whether you know it or not, there are thousands of people in the world that would love to learn your skills.
>> Oh, dude. I have clients that teach people how to repair their Honda motorcycles. DIY repair their not even all motorcycles, just Honda. Just Honda, right? He has a whole community and he's doing six figures. And I've got uh clients that teach English pronunciation, not how to speak English, but English pronunciation to native Japanese speakers.
>> She basically helps them with their accent,
>> right?
>> And like doing $30,000 a month.
>> Like it it is insane. It's it's almost laughable. I love the the world that we get to be in because the clients you get to have, you're like, you do what for a living,
>> right?
>> And it just reinforces that anything is possible. And now because we're all so connected, you you you can truly like the Kevin is it Kevin Kelly from Wired magazine, the thousand true fans concept. That article,
>> it's such a great article.
>> It's such a great article and it was really ahead of its time. Like you don't need millions of followers. You just need a thousand
>> super fans. If they paid you $100 a year or eight bucks a month or whatever, you can make a hundred grand a year,
>> right?
>> Just doing whatever you want. And that is more true now than it even was when he wrote that article.
>> Exactly. It's there's never been a time in human history when it's been easier for average ordinary people like us because whether or not people look at us and think we're average and ordinary or not. We're just regular dudes. We're just dudes out here doing a thing. But we just do the thing.
>> It's there's never been a time in human history when it's been easier for people average ordinary people to create wealth than right now.
>> But it doesn't feel like it.
>> No.
>> Because the world is changing so fast. By the time you get toolled up for this thing, we're already on to the next thing. And that's why it feels so overwhelming to people.
>> Yeah, that's a good point.
>> So,
>> but also people just
>> they don't do anything.
>> They don't. Yeah. They have so much knowledge at their fingertips and they don't do anything with it.
>> Um
>> So true.
>> So true. So So you started out teaching musicians, which is so cool, by the way. You You want to hear the weirdest niche I've ever seen in my life? And it really inspired me to start selling stuff online. I met a guy at an internet marketing conference one one time. I said, "So what do you do?" He said, "Well, I make playbooks for PlayStation Madden football and I sell them as ebooks on the internet." You do? You do what? He makes playbooks for one video game
>> and he sells those playbooks on the internet. And I said, "So, do you make any money doing that?" He said, "Well, first year we only made like 80." No, first year he made I think 16,000. Second year he made 80,000. When I met him he was making $180,000 a year. And that was back in 2005 or 2006. 180,000 a year.
>> That's awesome.
>> Making playbooks for a video game. Oh, I said I know I'm fixing to get rich. What? What? I don't even know how to play PlayStation Madden football. I know I'm fixing to get rich.
>> Well, that's the that's the beauty of hobbies. Like people say, well, there's no money to be made in hobby niches. I'm like, no, no, no. It's the opposite. People will spend a lot of money on their hobbies. I mean, you're a golfer.
>> Like most golfers aren't aren't making money golfing. They just love golf, but they will spend a ton of money.
>> Oh, bro.
>> on golf stuff to learn about golf.
>> A box of golf balls that you're going to go hit in the woods if you like premium balls, which are like Prov1's because they do magic stuff. They're amazing. Um, you're paying $60 a box for for 12 golf balls.
>> Yeah. F. And then you go hit first te knock one in the woods, never see it again. There goes $5. Right. So, so yeah,
>> people love if the sports, video games, genres of books, like people are going out of their mind spending money on their hobby. They're just not spending it with you yet, right?
>> And so that's the whole point is there is money being spent in every hobby. So you don't have to be health, wealth, or relationships to make money at all.
>> You don't. You don't. That's real. That's real. So, um, before we I want to I want to go on to talk to people about like business, but before I do, like you wanted to be a rock star. What instrument or instruments did you play? Were you a singer? Were you a drummer? Were you a guitar player? And how did you conclude that, okay, this whole dream of being a rock star is not going to be my path?
>> Yeah. I mean, I'm I'm a singer, songwriter, guitar player. Um,
>> wow. You Oh, excuse me.
>> Little little bass. Play a little bass.
>> I mean, I I tried hard to get a record deal while while I was in college. I made an album. Um I had a a college professor who was a songwriting professor and he was like, "Man, I think you've got a shot." And he used to play keyboard for Elton John and Sammy Hagar and he toured back in the 80s and he was just a professor now. And he's like, "I I'll help you put a record together. We'll get some industry contacts, whoever I know, and try to get you a record deal." And I was trying to land that by the time I graduated college because I was engaged to Shay, my wife at now. I was engaged to her. And so I was like, "This will be perfect. If I if I can get a deal with some advanced money, then I can graduate. We can get married. I don't know how far it'll go, but I can at least get that first album out and at least have a shot at going going pro as a musician."
>> And I just got no after no after no from record labels. The only yes I got the only deal I was offered was a development deal, which means
>> which means we like you enough. we'd like you, but not enough to pay you. Yeah. So, it was like just we want to sign you and just let you keep running and we'll see what happens before we put money behind you. And I was like, I got I need I need money because I'm getting married.
>> So, I had that's where I felt like I had a choice um to either keep pursuing this thing that was the doors were closing at least for now and drag my fiance into that
>> or just give it up. And it was just it was so painful. I just I just gave it up because I didn't I just wanted her to have a normal life.
>> What was so painful? saying no to my dream.
>> Okay. So, let me ask you this about that if if I may, and if it's off limits, you can tell me it's off limits.
>> No, nothing's off limits for me, bro.
>> Um, so if you had the opportunity today to go be the rock star that you wanted to be then like in the all the doors opened, would you walk through?
>> No.
>> Okay. Say more. So as a as a person of faith,
>> I believe two things. I believe God gives us desires. Psalm 37:4, delight yourself in the Lord. He will give you desires. And the word give there can mean to assign. So he will assign you the desires. He puts them in. So good.
>> So I really believe like pull the thread on your desires. I think they're there for for a reason.
>> Um and I believe in God's sovereignty and he understands the path that he's written for my life that I'm uncovering and discovering. And so what I thought I wanted from everyone that I now know because what the funny thing was is building my first business was called the recording revolution. Building that business,
>> it grew so big.
>> Big name too, man. You're really good at coming.
>> Thank you.
>> Thank you. When that business blew up and the channel blew up, I got so many opportunities to I had I had Grammy awarded winning producers asking to collaborate with me. Like we made courses together like because the music industry was drying up and they needed to make money. So they would make a course with me. I'd promote it to my people. we'd all make hundreds of thousands of dollars. And so I I got to meet it was super cool. And I got to go to like different awards shows and meet people and be interviewed and meet a lot of my heroes. And I had musicians talking talking about my channel, funny random story. I had a fan be like, "Hey, there is a Reddit right now with Sir Mix a lot." And he's recommending your YouTube channel for people that want to get into producing like you should check out the Recording Revolution. So
>> Mr. I like big butts and I cannot lie like was a fan of mine.
>> See, I didn't even know who Miss Mix just told me. There you go. That's the song. Sir Mix a Lot. Yeah. The '9s. Let's go.
>> So, I mean, I had all these random connections in I say I got into the music industry through a back door. One of the privileges of that was I've met so many incredible touring musicians
>> and people that got the dream that I thought I wanted
>> and getting to hear from them about what life has really looked like. Um, I'm like, man, I wouldn't have had the family. I wouldn't have had the stability. I wouldn't have had the marriage that I have. Um, I wouldn't have had the the community in my church. I wouldn't have had the opportunity to actually become what I think I'm meant to become, which is an entrepreneur, a communicator, a leader, and and and do stuff that I never even kneed. I mean, YouTube didn't exist when I was in college. Like, none of this stuff.
>> How crazy is this world we live in,
>> right? So, you can't imagine what your skill set and desires really are meant to do, right? And so, when you put a limit on God, like, it has to look like this. I think that's what I was trying to do is I was trying to make sense of my my interests and my passions. I'm so glad I didn't get that dream because I don't think it would have led to all the other parts of life, which is a big heartbeat for you and I is not just have a business
>> that makes us plenty of money to do the things we want to do, but have the lifyle to be with the people we want to be and do the things we want to do outside of the business.
>> The life freedom.
>> Exactly. That's to me the reason I have a business. So, I don't think I would have gotten that if I had pursued the Rockstar Dream.
>> Yeah. You'd probably you'd probably be in the golden handcuffs to this very day on a tour bus somewhere on your way to somewhere you'd rather not be.
>> Yep.
>> Yeah. Performing something that you ain't feeling. Yep.
>> For a bunch of people who are attempting to escape from their experience of reality.
>> Yeah. And I don't want to act like it's all negative because I think it's not. No, it's not all negative.
>> It would have been so much fun. But I I look at I have two daughters, 16 and 14. I look at them and think, man, I would I would not be around them all the I'd be gone. They would grow up without without a dad. he's gone for six months at a time, three months at a time, or weeks at a time. Like, what kind of life would they have? Like, I have a beautiful relationship with those girls, you know, and and they they're going to know my dad was always there.
>> Always. Like, my daughter had a she was in a musical this weekend in Lay Miz. She had a starring role in Lay Miz and just going to multiple shows and being able to support her.
>> So much fun.
>> Yeah. And just like my dad was there, you know, and like I would not have had that. And maybe I could have a good relationship with my kids, but I just think about all the things I would have missed. So, no, I'm glad I'm glad I didn't get my dream. Yeah.
>> Yeah. Yeah. Sometimes the dream that we miss out on is more important than than we thought it would be if we had had gotten it. So we talked about just now a few minutes ago the freedom that we have in business. Now a lot of people they start a business thinking okay now I don't have to I'm not going to have a boss. I'm going to work for myself. I'm going to have this freedom. And then what you do is you start a business. And if you start the wrong kind of business, then you end up not having a boss. You end up having 32 bosses that are called clients. Right. Right. And now you got all of these different people pulling you in all these different directions. Like how do you start, run, and own a business that doesn't end up owning you? And you wrote this book, this this amazing masterpiece of a book called The Effortless Business. And um build a high income, lowmaintenance business and life. Like how I mean, is that really possible? Question number one. And if it is really possible, how can somebody have effortless business? Come on, bro. That sounds like hype, man. It's not hype.
>> That's what makes it a fun title. people will buy it just in spite of it. Like this is ridiculous.
>> I'm going to read this and show this guy how he's wrong.
>> That's kind of how I felt with uh Tim Ferrris's the 4hour
>> work week. Yeah.
>> He probably got a lot of sales out of spite. But
>> so to me, so effortless is how something feels, right?
>> That's that was a bar. But you are a musician, so of course
>> of course it was a bar. Duh.
>> I try. I try.
>> Singer songwriter Graham Cochran, the guitar player, rockstar. Okay. We anyway. Yeah.
>> Yeah. I mean, people say, "Well, there's got to be effort." Well, of course there's got to be effort. But the way I think about it is there's okay, effort fueled businesses fade,
>> but energyfueled businesses flourish.
>> And what I mean by that is when you start a business, you typically only know one fuel source, which is effort. You just you just get after it. You knock on doors, you call, you build the website, you post, you do all that stuff. And it it's exciting and fun at the time because you you're the the energy and adrenaline pushes you forward and it gets a momentum going for sure. But the problem is if you never learn another fuel source and all you know is effort. Then when you don't get to the income level you want to be at or the impact level you want to be at, you're like, well I got to double down. Like if this is the amount of effort it took me to get to $50,000 a year, I'm going to have to do twice as much effort to get to 100,000. Right. And so
>> and work twice as many hours. I don't have twice as many hours. So now what am I going to do?
>> Exactly. And so everyone can will run that play until it doesn't work for them anymore and they bump up against to what I call the burnout barrier. And it's a different place for everyone. It's usually you recognize it in plateauing in income, but you feel it in like
>> the burn plateau in energy.
>> Oh, exactly. And so that's why you see a lot of YouTubers disappear overnight. Business people like where did she go? Where did he go? Like they're they built something that's not sustainable. And it's not sustainable because they were doing it based on effort because they wanted an outcome. And maybe it was the views, maybe it was the fame, maybe it was the money. They wanted an outcome. They weren't doing it because of the energy that they got from doing it.
>> And so when you I think what I hear you saying is when you're doing the thing that you're doing, when the effort that you're putting in is coming from the energy that you get from the thing itself,
>> then the business feels effortless.
>> Oh, 100%. Like Seth Goden said, "Build a downhill business."
>> That guy,
>> another bar.
>> That guy, his whole everything about him.
>> Yeah. Seth is pretty much a bar.
>> He's a genius. But build a downhill business. Well, that makes so much sense. Why would you build a business that for you
>> feels like you're pushing
>> climbing like you're pushing a boulder up a mountain.
>> Yeah. And that's going to be different for you and for me. That's going to be different for anyone watching. Like
>> that's what's so interesting about it is you are a unique individual. So what about think about your personality? Think about your season of life. Like do you have little kids? Do you have no kids? Are you single? Are you married? Like what would be effortless for you to do? The most easiest thing for you to do. I think people think it has to be hard.
>> Wow.
>> Do you know what I'm saying? Like they assume it has to be hard. What if it you thought for it to be successful, it should be easy.
>> It's just a fun.
>> So now the paradigm is different.
>> Absolutely.
>> So what I'm expecting to find as I'm looking for the thing that I'm looking for is totally different.
>> Yeah.
>> And we know that effort isn't linear. Effort isn't the secret to growing a big business. The billionaires in the world, the Elon Musks, the Jeff Bezos, they're not working bajillion times harder than us
>> or bajillion times more hours.
>> Exactly. Um it's all about leverage. And so it's all about deciding what kind of life do you want to live? What tasks, environments, people give me energy instead of drain my energy so that I can keep going. But then building a business because you have to have a business model. building a business model that actually makes money but actually makes money with leverage. And so you you've discovered this and whether it was going from selling one to one to one to many to being a premium provider. Um all different types of things using content to have people discover you versus
>> you looking for them.
>> Exactly. There's there's so many more tools today to have a more effortless business than there even were you know let's say Tim Ferris's 4-hour work weekek like 2009 like or 2007 when it first came out. Even back then it was possible, but it's so much more possible now.
>> And it's so much more possible now for so many more people now.
>> Yeah.
>> Because the the same thing that makes it feel hard now is the thing that makes it easier. And here's what I mean by that.
>> Um I said earlier, there's never been a time in human history when it's been easier to create wealth than it is right now. But it feels hard because the world is changing so fast that by the time you learn the thing you learn today, when tomorrow comes, it's obsolete. So you feel like I just wasted all this time learning this thing. Well, that's why it's so much easier to build a business because the world is changing so fast. It's not just hard for you to catch up. It's hard for the everybody else in the world to catch up. So all you got to do is master one thing that the whole world wants to know about. And you master that faster than everybody else. And then you get to be the one leading the charge in guiding people through this new unexplored landscape of whatever the thing is. And now you get to be the go-to person who everybody thinks, "Have you seen Graham Cochran? He knows how to do this effortless business thing better than any." And so people end up talking about you because you've impacted their life at such a high level.
>> You said it guide, you know, Donald Miller, you know, this this building a story brand book um
>> the guide and the hero. It's just a great point like you're not the hero. If you want to be successful in business, you have to view your client as the hero
>> and you're the guide. You're the Obi-Wan Kenobi to the Luke Skywalker. You're the um you're the g, you know, Gandalf to Frodo or Bilbo. You're the,
>> you know, Dumbledore Fred Flintstone. Sorry.
>> Exactly. I knew there'd be a Flintstone reference. Why does that not surprise me?
>> Oh my gosh.
>> I couldn't resist.
>> But yeah, it's everywhere. Right. And the guide, but people are looking for a guide.
>> Right.
>> Right. the more uncertain the world is and you hit on it and more uncertain it becomes the more certainty people will crave
>> 100%
>> and you can't give them absolute certainty but they can pick their guides and they will pick someone they're like I trust my
>> I trust Graham I trust whoever it would be um and I like the way he thinks about it or she thinks about it and so if you can position yourself as trustworthy and the guide
>> then you can be the one that gets to navigate them through their hero journey even as things change they're looking for someone to guide them
>> 100. And it it it's so interesting that you say that. One of my favorite quotes, as you already know, um Frank Kern said it as good as anybody who's ever said it, I believe. Um if you want to build a really big successful business long term, you have to prove to people that you can help them by actually helping them. I've discovered some and maybe and I'd like for you to share if you've applied this to your business, your effortless business as well. Um, I've discovered that I post content on YouTube. I don't call that my free content. I call it my community service content. It's the content that I provide to the community of people who believe they don't have enough money to pay me what I charge because I charge a premium. Some people say, "Well, you charge a lot." Well, it's not a lot to me. So, so I guess it depends on who you're asking, right? And so, so, so the idea that I'm going to put content on YouTube, I'm going to put content on Tik Tok, I'm going to put content on LinkedIn, I'm going to put content on Facebook and Instagram and X and threads, but I'm going to make sure. So, this is my rule of thumb for po whether or not I should post a piece of content as community service content. If I couldn't have sold it
>> and had people be happy they bought it. It's not worth posting for quote free.
>> That and that's why you're winning, right? It's it's generosity at play. It's
>> generous people are rare.
>> Um there's a proverb in Proverbs 11 that says, "One gives freely yet grows all the richer."
>> And another withholds what he should give but only suffers want. M
>> and that paradox is fascinating to me. You're experiencing, you're that first part of that verse. You're giving freely with your community service content stuff that other people would say, "Man, you should keep that behind the payw wall. How can he give such such good stuff?"
>> I literally get that question on my YouTube channel in comments every single week. Like, how's this free? Yeah. How's this free? Well, it's not really free because you're paying with your attention.
>> Yeah.
>> And see, I'm I'm aware of where paying attention leads to. See, because I learned in the Bible that where attention goes, intention follows.
>> So if I can attract your attention, I will eventually attract your intention. And so I'm aware of that. So So yeah, that that is a remarkable that is a remarkable
>> like when I started my first business, I was in a mini mastermind of just just peer group of guys were like, "Hey, let's support each other as we start these internet businesses."
>> And they were seeing how much content I was posting on YouTube. Back in the day, I would blog twice a week and post a video on YouTube every single week. And I I have posted every week for 16 years, by the way. I've never missed a week. So, that's one
>> one reason why you can be successful is just continually serve people. Consistency. But I remember them saying on one call, Graham, you're giving too much away.
>> And I remember I did a um I did like a 30 day I'm going to do like a five five minute video a day for 30 days and it'll be all this theme content just for fun, just to see what happens. And by the way, it doubled my traffic, doubled my email list, and doubled the business almost in 30 days. It just it was wild.
>> Wow.
>> But I couldn't do that sustainably every day. I didn't want to do it every day, but I wanted to try.
>> Wanted to test it to see like Yeah. see what happened.
>> And they told me, "You should have sold that. That could have been a mini course. You could have sold that and you're giving too much away." And they kind of laughed at me like it's not going to work for you.
>> They're like, "Yeah, like like uh like Curtis Strange said to Tiger Woods when he said, "I don't go to a tournament unless I believe I can win." He just goes, "You'll learn." Y
>> but Curtis Strange actually learned
>> well that's the point I was I remember and I was so insecure at the time because I didn't know and I was
Like, well, I'm just doing what felt intuitively right. Like, they're not going to want to buy anything from me if they haven't consumed, right? Test-driven my brain and my ideas. But I continued on my path. Uh, that strategy of giving away great content for free every single week for years has made me probably $20 million and counting. And I don't know where those guys are anymore. I don't think they exist. They were withholding the whole time. I'm just going to just give them enough just to make them buy.
Make them buy. Right. But that's that's one reason why when I saw you, I was like, "Oh, he's running the play." Just blow people's minds by giving so much value. So much value. You become like the guide they have to have because you're serving them more than anybody else is withholding. So, they're going to pay more attention to you. And it's just it's a beautiful business model.
It's it's the most beautiful. You cannot out-sow the farm. You can't sow so much seed the farm says, "Too much seed." Sorry, I got indigestion. I'm not going to produce anything. It's like, duh. Like, yeah. It's it's it's really interesting also that Jesus said, "Give, and it shall be given unto you, pressed down, shaken together, and running over." Watch what it says next. "Shall men give into your bosom." So, you can't out-sow the farm. Yeah, it's an amazing concept.
So, um, I know that you see some of the stuff that like, effortless business sounds sounds like hype, but but I already know I know it's not because like I I come to my I come to this studio unless I have a challenge that week. I come to this I come to this building twice a week. I'm here for a couple of hours and I have the rest of the day to go do whatever I want to. Now, I spent some time studying and researching and doing all that stuff, but I get to play a lot and I get to hang out with the people I love a lot. Um, and effortless business sounds hokey until you start experiencing it, right?
You say, um, the 10K offer challenge. Does that mean you like what does that mean? 10K offer challenge? Because that sounds that sounds like that sounds frankly to most people who are going to be watching this video or many people way too good to be true. $10,000. Yeah. Yeah. So, I think when once you have a $10,000 offer, your life changes. When you say a $10,000 offer, do you mean an offer that you're like, when you make the offer like on a webinar, you have a $1,000 off product and then 10 people buy it at a thousand? Or do you mean an offer that costs someone $10,000 pays you $10,000 for that offer?
Let me ask you a question. How long were you an entrepreneur before you had enough belief to charge $10,000? So, because you thought somebody would pay you $10,000. Yeah, a long time. Um, I had my own limiting beliefs about the industry I was in in the music space, right? But once I once I saw the value I was creating and once I saw what the alternatives to that offer would be for them to get the result they wanted. So I and I learned this intuitively even in the music space. People want to learn how to record or mix their music. They want to learn ProTools. And I would say, and it's so funny because you teach this all the time, but I and I was doing this without realizing. I was like, "Well, what are your options?" Like, you could go to Full Sail University, um, which is like one of the premier schools or Berkeley College of Music or something to learn how to produce music with the top people, but that's $40,000 a year, you know, or whatever. I mean, you didn't you go to Full Sail? Yeah. So, we got some in the room with that's an expensive school and not everyone can afford to do that. Or you could pay me and I can teach you how to do it for 10 grand.
Yeah. So realizing a that number one you have to discover for yourself the true value that you create and most people undervalue themselves what they do, you know, what's or ordinary to you is extraordinary to someone else the way you do it. So there is some belief work of even knowing that what you do or know has high dollar value for someone. But so that's the first step and then you have to uncover that value for somebody else. So that's a big part of what we do in the challenge is we'll have people who are selling courses or low ticket things or maybe they haven't even started their business but they're they're undercharging for what they're doing as you know and so helping them discover how they could reimagine what they do, package and present and price what they do to be a $10,000 offer. Um, and how much simpler your life becomes, how much less you have to work when you have $10,000 clients. Um, they're better clients. I mean, the people that pay you the least, demand the most, complain the most, refund the most. The people who pay you the most never complain, never refund request people to work with, as you know. So, the absolute best. And and and what's really beautiful is you realize that the community service content that you create is what created the environment where you could attract those people in the first place.
Like when I think about what you were saying earlier, um, about, um, you know, you put this content out there and then people realize, oh my goodness, this guy, he's the one. Like, I had never heard of you. Which is a shame. Right? I had never heard of you and so I didn't really know you existed until my brother says, "Yeah, this guy named Graham, he called, he wants a VIP day." I'm like, "Okay, cool." And, um, and I really like you. If I had known you were this cool, I probably would have gotten excited about it. But I He was not excited, by the way. I could care less if this guy works on me. But you found me because of my YouTube. Now, here's what's really interesting. You hadn't bought any of my books. You hadn't bought any of my courses. You found me on YouTube. You watched me for a couple of years. And then you reach out and say, "I think I want your highest program, which is a VIP day for $375,000." What would be the possibilities of you thinking you wanted that if I didn't have a YouTube channel?
Oh, there'd be none. That's what's so brilliant about your model. So, I this is what you do is in a way what I teach because I've been doing it too for 16 years. What I teach in the book and I call it the effortless income engine and it's like a if I had to simplify my business model into a triangle or three parts.
Okay. At the end of the day, we can we can be different. We can do things different, but if you have these three pieces, you can build your business. One is you need a client magnet. Mh. Then you need a magic offer. That's what I that's what I call a magic offer. Um, an irresistible offer. And then effortless enrollment, a way to enroll people into that offer. The most effortless way possible because there's exhausting ways to enroll people into your offers. And I don't like being exhausted. Do you like being exhausted? Okay. That's why we always have so much energy when we get neither of us like being exhausted. So we have effortless business.
I know, bro. Cuz I I like I I was literally getting a haircut the other day and like they always ask, "What are you doing today?" And it's usually nothing. It's like I got nothing I have to do. And I know it sounds so weird to talk to normal people that are working hard. And it's not that I don't work, but I don't have much I have to do. But but if you have these three things, the first one is a client magnet. What is a client magnet? Anything that would attract an ideal client. Now, there are different ways to do it. You can run ads and that can work. You can speak on stages or people's podcasts, you know, because there's three ways to get an audience of people. You can build one yourself. You can buy one or you can borrow one. And so, you know, buying is an ad, borrowing is guesting on other people's um shows like we're doing now or getting on a podcast or speaking at a conference. Um, or you can build your own. And you should probably do a combination of all three. All free, which is great. But building is free. Um, and it's easy and it's fun because when you build your own platform or your own stage, you can speak on it whenever you want. You don't have to get invited.
Isn't it awesome? It's great. You don't ask permission to speak on your own channel, your own stage. Show up and shine. But what's great about what you've done is you built the client magnet so well. That's your YouTube channel. Because now it's it's constantly attracting your ideal person. So someone sees a video, they might be interested. They might Who's this guy with this beard in this suit? And they watch it and Yeah, who thinks he's funny, by the way. Yeah, you actually make me laugh some sometimes. Most of the time. And it's like, whatever, bro. They check you out and they give you a shot. And because they're giving you a shot, you you better make sure that if this is the only piece of content they see, they are blown away. Do you know what I'm saying?
So good. That gave me chills actually when you said that. Dude, never ever assume they're coming back, right? You You would be so lucky that they found your video in the feed of all the other videos and the sea of content. The fact that they found it, don't take that lightly. So, it doesn't mean it has to be like professionally edited and all this B-roll. That's not what people care about.
I have no B-roll. I know. We have no editing on our live show. We just go live and just, you know, if I say something goofy or if I drop something on the floor, I pick it up. And it doesn't hurt you none. No, because that stuff doesn't matter. What matters is do they connect with you? Do you speak to their problems and pains and their hopes and their dreams and and do you actually serve them in a way they're like, "Wow, that that actually changed my life a little bit. That was really helpful."
It's so mind-blowing when I hear people tell me that. I lit I was doing a church conference. It like to me, I'm just a guy. To me, like I see myself as a guy doing a thing that I want to do and yeah, makes me some money, but I really like it a lot. like my my Monday and Thursday used to be just a Thursday morning Bible study at IHOP on Bears Avenue in 275. There was no cameras, there was no crew, there was no team. There was no I just showed up for Bible study and if any entrepreneurs showed up, they showed up. I didn't even know if anybody was coming but me and my wife, but people showed up and I did that. I've been doing that since 2013. I have what I'm doing on YouTube now. I've been doing for 13 years before there ever was a camera, right? And so 13 years that Wow, I didn't that's that's a long time. um what to be doing like a Bible study and sometimes it would be two people show up, sometimes it'd be 20, right? But it'd never be more than 20. Yeah. Right. And now we have a whole studio full of people who show up and then hundreds of thousands of people. The video today probably already has 5,000 views and it just came out a couple hours ago.
So, so the how you're describing this makes so much sense. You need a client magnet, a magic offer, was the third one. And then effortless enrollment. Effortless enrollment. That's so good. And that could be anything. So you could use a challenge, you could use a webinar, you could use live events, you could use an application book. What a simple use the thing that makes that makes your life better. Exactly. Use the thing that resonates with you. Exactly. Because if you feel like doing it, you'll do more of it. But if you don't, you'll do less of it. Exactly. And that's the whole point is like you you we all need a an offer to sell, people to sell it to, and a way to sell it to them. A selling environment or a way to to create the the the transformation of them buying it. How those things work together is up to you. In the middle, I got I show it in the book. In the middle of the the triangle is your uniqueness. Like your unique stage of life, personality, experience, ex your comfortability with tech or platform. Like none of that matters. like and you and you've discovered this cuz your business has evolved over the years, but in a way you've always had a way to attract clients. Maybe you were speaking on other people's events. Maybe I was speaking on a lot of other people's events and calls and etc., etc. You always had offers. And a magic offer is just my definition of an irresistible high ticket offer. So something that's high priced, but when presented to your ideal person, they go, "I have to have that." Regardless of price. Regardless of price, and regardless of whether they want want to spend that money today or not, they know they have to have it somehow. Um, and then you have to have a way to enroll people into your I I love Rich Lipton calls it enrolling clients. And it's maybe not the first one, but I always like that language of selling. You're like enrolling them. Yeah. They're enrolling actually starts in your your client magnet content. You're enrolling them into your belief system, the way you see the the world. You know, I think about you have people have to buy into your premise of how to solve their problem before they can buy into your promise of how you solve their problem, which is your offer. And so, yeah, it's just enrolling people. And so, When you get to decide what those three things look like and and bake it into your actual week and your season of life and you realize you can print money in any way you want, then then that's when life gets fun because you're not doing someone else's business.
Really really fun. Really really fast. Yes. Yeah. What is your what is your take on um this whole idea of like you say premium offer? Let me ask you this. Let me ask you a different question. I'll come back to that. What's the highest price offer you've ever sold?
$100,000. You told somebody, they asked you how much and you looked at them in their god-given eye and said it's $100,000 and didn't crack a smile. Correct. Okay. Now, to me that sounds encouraging. If I were a new person, to me that would sound encouraging because you don't have to have a $100,000 offer. My first your f my f How much was your first premium offer? I want to see if it was the same as mine. Your first like more than more than $1,000 premium offer. How much? Yeah, it was 3,000. That's crazy. That's exactly the same as mine. My first offer was $3,000. That's wild. And I And And you know why I made mine 3? I don't know why you made yours 3,000, but you know why I made mine 3,000? I knew nobody would buy it. And I needed to practice. I'm serious. I'm like, nobody's going to pay me this for this. But if I don't offer it, they're not going to pay me. So, I'll make the I make the offer. We had about 15 people in a little seminar in some little hotel room somewhere. And I think in I'm sure pretty sure in um Pennsylvania made this offer for $3,000. Two people came and bought it. And you know what my you know what my thought was? This was this was probably 2005. My thought was maybe they didn't hear me say it was $3,000. Right. Right. Right. And so, so, and the reason I'm telling that part of the story is because you and I were sitting here talking about a $100,000 offer, a $375,000 offer or $25,000 offer. Like, it's just like, "Oh, somebody go get me the milk. I've got some cornflakes." Right? And people were like, "Come on, bro." We didn't always feel this way.
When you made your $3,000 offer, were you pretty sure people were going to buy it? Oh, no. I knew no one was going to buy it. Oh, so you knew no one was going to buy yours, too? Yeah. And then they bought it. So, what did you do after they bought yours? I told my wife they actually bought it. I was like so confused, you know. She's like, "Well, what did you think was going to happen?" Yeah. Why would you make You know, I wanted to test it and I was just testing it. It just goes to show you can be really bad at this stuff and figure it out. Like, you cannot It's not about confidence like they're just confident. I was confident. I was confident nobody was buying it. Yeah. That far, right? Yeah. So, so you know what I did soon as two people bought it? You know what I did? I bet you can guess first guess what I did. Raised the price. I raised the price. Next time I offered, I offered it for $4,500. Seven people bought it. You raised the price. More people buy it. This is fun. Mhm. When I stopped selling that as a standalone offer, you know how much I was selling it for? $35,000. Wow. So, and I'm I'm sharing that with the people who are going to hear from you because you're going to show people who are just getting started how to offer a $10,000 offer in your challenge or how to build an effortless business from your book. And they're going to be people who when they come into your ecosystem, they're not going to know they can do it, right? But you did something different, bro. You did something a little different. And I'm I probably should ask you about this off camera, but we're already here, so I'm going to ask you anyway. You watched me on YouTube for two years and then you said, "I want the highest price thing." Why would you want the highest price thing out of the gate? Why wouldn't you say, "I want to try some test some of these other little ones first?"
What would make you come to the conclusion, "Whatever the highest price thing is, this joke of God, I want it." It's funny. When you when you want something bad enough, when you want results, you're or you're at a place where you're like, I really want to go to the next level in whatever this is. Mhm. Let me ask you a question. Do you want results faster or slower? Oh, I always want them faster. I want I want I want two things. I want more results and faster. Like twice as many results in half the time. Sign me up. Exactly. And so that was the reason why I hired you at your VIP because I thought, well, Myron's brilliant and I can learn from his YouTube stuff, which I have been. I could read his book. I could come to his challenge. I'm sure there's other offers between that and the VIP. But I know if I got some time with him or I invested at that level and was in that environment, I would learn more and get results faster because of the proximity to you. for one, but also because and I've experienced this myself and that's why I had a little more confidence coming into your offer is the more I spend, the more invested I am emotionally. Right. So, as as you like Jesus said, the heart follows the pocketbook. Exactly. So, and I love that where your treasure is, your heart will be also. So, where you want your heart to be, put your treasure. That's why like the moment you bought I like how you said that, right? When you bought Bitcoin for the first time, this is probably the first time you were tracking Bitcoin, right? I never even looked at it before then. Yeah. Because now you're like, "Oh, how's it doing today?" Like, "Has it got your heart, you know, a little bit?" Just like when you buy a stock or you bought your first house, you're like, "Oh, now I'm looking on Zillow. Is it has it gone up or down?" You didn't care about that when you're renting the house you rent. Exactly. So, but that that can be a good thing because if your heart's in it, well, then now you're going to pay more attention. You're going to be committed. And I dude, I knew from I'll be honest, I knew from the first couple of videos of yours, two years before I signed up to work with you, that I was going to hire you and work with you. But I just didn't have the margin at the time with some other things I was doing and other coaches I was to maximize that experience and I knew I want to make sure I have the the time and the mental clarity to be all in because when I hire a coach I go all in on that coach.
Yeah. You you did really good this year, bro. You were like you were you were a killer, Graham. Yes, sir. See what I did there? Yeah, I saw it. I saw it. Yeah. But that's why I wanted more results. I wanted it faster. What's what's the what's the biggest what's your favorite implemented takeaway that you've had in the last 12 months working with us?
Man, I mean so many. I mean working with you has been transformative. Absolutely transformative. I'll tell you one thing. And I don't want to make this about me, but I like I want to show people that where they are is where you were and where they are is where I was. Oh yeah. Does that make sense? Okay. I I mean, the biggest thing was probably our first day we sat down together. You said, "Oh, what you're charging for one-on-one coaching should now be your group rate." Like, your less is too cheap, you know, like. And it's it's one of those things that, you know, like I'm always raising my prices, but when someone comes in and sees because functionally what a coach can do, and what you did in that moment, whether you were thinking about it like that or not, this is probably obvious to you, was a coach can impart belief. When you said, "I believe you're worth more than that." Right? And how much were you charging? It was $54,000 at the time for one-on-one coaching. $54,000. For how much coaching? For a year. Bi-weekly calls. Oh my goodness. That's That's what I'm saying. That's what you said. You said no. You said no, sir. I I probably had the same reaction that I just What are we doing? But but hearing that like I I kind of knew like I need to. But hearing you say no, you can charge you should charge way more than that. It's like almost it's all you need sometimes is because if it's a person you respect who's looking at your situation and says I I'm I'm not I got a $55,000 offer. It has no one-on-one coaching in it at all. Exactly. Yeah. So that was that was just an example of you saying, "Oh, I believe you can do a whole lot more." Gotcha. So that's powerful. So it wasn't the I you know what I thought you were going to say? The anyway offer how to turn every that was probably the most fun one. Yeah. Okay. Okay. Cool. Yeah.
Um, so we've got people who've sat here and listened to us chop it up. And it's it's so weird because I feel like I have I have so many more questions I can ask, but I think people need to stop just being entertained and engage, right? It's time for people to engage. And if they engage with you and learn the effortless business and learn how to make a 10K offer, it'll take their life to another level. So, where do people need to go to get the Effortless Business book? Question number one. Question number two, um, how can people get enrolled in the 10K offer challenge?
Yeah, the Effortless Business book is at effortlessbus.com and it's the only place you can get it. And then the 10K offer challenge we're running right now. The next one's coming up. It all the details will be at 10koffchallenge.com. and you'll see the dates, you'll see the times, and that's that experience will blow your mind. We have people that come on it, they don't think they can charge more than $1,000 for something, and by the end of the week, like within the challenge, they've sold two or three $10,000 offers to to people. Wow. They walk away make not everyone does that, but like people literally will say, "I didn't even think this was possible for me, and I've already made $20,000. It's not even Friday yet." Wow. So, it's just it's fun to see.
That's really cool. You're doing a challenge and people are making money during your challenge. Challenge every time. Yeah, that's that's another level. Yeah, that's another level, bro. That's crazy. That's crazy. Well, I'm I'm going to say this. Um, before before I say my last thing, is there anything you want to tell our audience and just look into their eyes and tell them something about building an effortless business or a 10K offer?
Yeah, I mean, I think you want three things in life if you're a business owner. You want money, more of it, so you can do the things that money requires, which is most things. You want margin, which is space in your life, in your brain, in your calendar to enjoy that money with the people you love. And then you want meaning. You want purpose. And I think most people want the money first. And once they get money, they realize they need margin. And once they get margin, they realize they need meaning. So, and you need all three. But that's probably the order in which you're going to pursue them. But you need all three. An effortless business is worth pursuing because it will give you all three. You can have a business built around your values and built around your purpose in life that gives you margin to be with your family and your friends and to take care of your health and to do fun things, but makes you plenty of money to do whatever you want. Whatever your financial goal, it is possible. You don't have to have it all figured out, but I'm just I'm living proof of it. If I can do it as a a broke musician on food stamps, anybody can do it.
Wow. So good, bro. So good. So folks, y'all have just heard from my dude, my brother from another mother. I call him Kilogram, but because he's an author, we'll call him Graham Cochran. Um, you've heard from Graham Cochran, and um, his book is magnificent. His challenge will change your life. Engage with him. Be glad you did. Thanks for watching, Graham. Thank you for being here, brother. Thanks. My pleasure.