 so I can either learn by failing and having to learn from my own experience or I could just pay, you know, you just did that. You'd probably spend a bunch of money to sit down with Greg Cardone. Something clicked with me there too. We talked about clicks. I'm sitting in the event. I know I'm sitting in lunch and Cardone's on stage in the Diamond Lounge and he's like, hey, you know, we're doing this $50,000 two-day mastermind and I'm gonna give everything away. All the secrets, the team's gonna be there. There's only gonna be like 15, 20 people in the room and I'm gonna be like, I'm sitting there and I look at my wife and I'm like, I'm mad at myself that I don't feel like I'm ready to do that yet. I'm like it kind of ticked me off, you know? And she's like, we'll figure it out. So I did it. And it was like, I can't, like all the stuff I learned that I've already shared and that we like keep, you know, it's like, it's incredible. Yeah. It's exposure is what it is. You just get exposed to different frequency of thinking. And a lot of people just don't think, I mean, everything is a cycle. There's a cycle of poverty. There's a cycle of abuse. There's a cycle of success. I mean, look at how many professional athletes have children who are professional athletes. Yes. I mean, it's just exposure. And so if you're not where you wanna be, you gotta break that cycle. That's the only way that this works. And so if you're looking in the insurance business for someone who's gonna break the cycle, it ain't gonna happen. It's just not, there's nobody, there's nobody leading the way. I mean, you guys are, you guys are, I believe one of the pioneers in getting people to think differently. But you gotta look outside of this little tiny industry. I love it when you say that because people are always like, dude, why do you need to go outside the industry? Or why are you having these external industry guys speaking at 8% and that kind of stuff? It's like, because we're tired of hearing people talking about recruiting and recruiting and recruiting and layer after layer after layer and then not releasing agents and then ripping them off and selling them crap you leads. And 92% felling. But that's been the industry for decades and no one has said, enough is enough. No one's broken that cycle. It's when people left the industry and said, look how the mortgage industry is doing things. Look how the car industry is doing things. Like why not take the good from other places and infuse them into a multiple billion dollar industry? Then when you do that, now all of a sudden things happen. Look at the industry now, it's much different today than it was five years ago and totally different than 10 years ago. Totally different. Because people are thinking different. It's not the same old guys that have been in this thing for 50 years telling us the same thing over and over again. Everyone wants to hold on to all these little secrets and they think they knew everything. Like when I started doing Facebook leads several years ago, people were literally, I would have people emailing me, please stop telling people what you're doing. I believe it. Because we're using it also, it's working well and we don't want anybody else to know. Sure. And I'm like, that just sounds so small-minded. Yeah. And now there's 4,200 Facebook lead vendors, but it's like, dude, who cares, right? I love that you're saying that. It's true. Wow. It's good. I'm blown away, yeah. So you guys both read 10X. So what was the biggest thing you took away from 10X, Jonathan? That connections, you know what, don't judge a book by its cover and I'm not gonna go into too much detail, but you just never know who you're meeting and what they can do for you. And I just met some people who, if any of us would have met some of these people, we would have been like, I'm not gonna really spend as much time talking to this person. They're not really a big deal and you just don't know. And it's happened to me numerous times in my life, but at 10X specifically, there was some deals that I was able to accomplish, some sales that I was able to close that if I was in public, I would have looked at this person and been like, I'm not gonna talk to that person. That person just seems kind of weird or they seem sketchy or they don't seem successful. And I'm like, wow, this person really is legit. And so that was my biggest takeaway, wasn't something that actually happened in the conference, but it was something that happened from other people who attended the conference. But it was just crazy, man. I mean, Floyd Mayweather was there and they asked him what's his most expensive watch and he said $18 million. They said, well, why would you spend $18 million on a watch? He said, well, when you got this much money, who cares? You know? And then John Travolta owns three planes. He said, well, why do you own three planes? He said, because with one break, I got another plane for backup. I did do those three planes. You know, so... I just think so different, man. It's freaking unbelievable. Yeah, it really is. So the two things I would say is definitely don't ever judge a book by its cover because I think Grant Cronone says this, but he always says, who gots my money? Other people really do have what you want. Not in the sense of that you're trying to take what they have, but other people are gonna get you to where you need to be. And so don't ever judge somebody because some people who you don't think are successful are probably way more successful than you. And then the second thing is is don't just don't think small. You know, Cody spent $50,000 to sit with Grant Cronone. Probably the best thing you ever did. Yeah, it was. I left now and I'm like, I can't imagine not doing that. Like I would be so upset. And I made a huge mistake while I was at 10X because you text me one night. You're like, hey, I'm here with like some ex-growthcon speakers and we're all like hanging out and I didn't go. And that was a mistake. Dude, you should have came. I should have came. Totally should have. The later that night I looked at Lauren. There's these moments in life and I'm like, Lauren, right now I made a huge mistake. I should have went and freaking hung out with Jonathan and Tim Story and Kerry Kasem and all these other people. Like the person that owns LA Style Magazine, like, et cetera. It was like, it was crazy. And I'm like, dang it. That was a mistake. And you know what's wrong about it is it's Chris who is in charge of marketing. I would just had his 30th birthday that same weekend as 10X. And we didn't party and we didn't drink and we didn't do anything. And he looked at me and we got back to the room. He's like, dude, this is the best birthday I've ever had. Yes. I think a lot of people make that mistake. I struggle. I don't have ever said this. I struggle mostly with knowing I should do something or knowing that TikTok is going to be big but being stubborn about stuff, you know, for a random weird example. If I start with that, I know a lot of other people do too. And that's why it's like, okay, just write the check. Just go, you know, show up in network. And I still struggle with, you know, actually taking action and doing stuff. And most people wouldn't think that, but I really do. Well, and the comfortable thing is to sit in your bubble because you're the king of your bubble. You know what I'm saying? You can sit there and I can be the king and I can do my thing. But it's only whenever I get around people like you guys and partner with Cody and all these monsters where I'm like, oh my gosh, like it's just a different wavelength that we're operating on. Getting out of that comfort zone is huge, obviously. They dropped some bombs at 10X too because that's a huge takeaway. You said, don't judge a book by its cover. I heard countless times I'm not going to 10X because the speaker line up. It doesn't look like what I want to do. And there's never been a conference in the history of the world that dropped that many celebrities and powerful people and speakers in the three-day span. It's never happened. Yeah, Dana White was probably one of my favorites. I don't know about who your favorite was. Scooter Braun surprised me, but Dana White was, I didn't realize they bought it for two million bucks and sold it for four billion. Yeah, well, I thought that story was so phenomenal about how he convinced the Fertina brothers to partner up and buy it. And then out of them just believing in Dana White, they were like, hey, we're just going to give you 10% of this company. Like we just believe in you. You put no money up, but we're just going to give you 10% of this company. They turn around sell out for $4.5 billion, which is to, if anybody watched the TV show, it was entourage, you know, Ari Gold, who's the agent, who's crazy and so that guy in real life bought the UFC for $4.5 billion. And the story was he literally put everything on the line. Like they said he liquidated everything that he had. Everybody thought it was nuts. Everybody was like, dude, you're an idiot. It's 4.5 billion. It's not going to get any bigger. It's the UFC. Like it's not even a, like it's not basketball or the NFL. You know, what are you doing? And he literally sold, they said everything, everything that this man had, bought it for $4.5 billion. And they said today it's worth nine, just over $9 billion. And that's like in just like four or five years. Yeah. And for someone like Dana White to not put any money up and go from no investment to 450 million. He was a bellboy at a hotel when they bought the UFC. I think that's the biggest takeaway from, I think out of all the conferences I've been to, I remember Ed Milet saying one time, this would have been, this was the 10X before this last one. He says, people don't have to believe what you're saying. They have to believe that you believe what you're saying. And I think of stories like that, you know, with Dana White. I'm not sure if they believed him, but they surely believe that he believed what he was saying. And when you look at things like that in life, even this presidential, this last presidential election, where Hillary was going up against Donald Trump, no one believed what Donald Trump was saying. Like nobody did, but everyone believed that he believed what he was saying. And they didn't believe that about Hillary. They're like, well, we know she's lying. Even the people that liked her were like, I don't know, she may be, you know? But that's the biggest takeaway. That's good. I think that's good in sales too, is like you have to have such a deep conviction that even if people are apprehensive, they're like, but dang, that dude really believes it. Like, let's just do a deal. You know what I mean? Yeah. But that's the only nugget I took away from 10X too. Wow. I took a lot, but that was the one that like has really stuck with me, Ed Milet saying that. That's powerful. It changed my entire perspective. So I don't know what we spent. I mean, with airfare hotel and the ticket, maybe it was five to seven, because I didn't get a really good ticket like Cody does. I think I spent like that, but that was worth way more than $7,000 just for that conference, you know what I'm saying? We talk about, well, Jordan Belfort, obviously speaking at 8%, and he talks about certainty all the time. And I totally agree with that. Like, if you are more certain about the ability that whatever product or service is gonna do than the other person is that it's not going to, they're probably gonna do it. Isn't that what sales is? Just a transfer of conviction? A transfer of beliefs? Like you didn't know you wanted this before you talked to me. Now I have to transfer my conviction into you and now you wanna do business with me. It's exactly right. So. It's exactly right. Man. Goodness gracious. You got any other questions while we? Dude, all I do, I'm like, this is, I just had like a little moment internally listening to you speak. I'm like, okay. I remember four years ago, watching videos on YouTube of you giving a tour, maybe it was Tony, giving a tour of North Star. Oh yeah. The previous space, before you bought additional 100,000 square feet or whatever. And I'm watching the, what I thought was big at the time, that's now small. And I'm looking at this and I'm like, man, it would be incredible to meet those guys. To get to go tour that place and have people like that as a part of my network. Sure. And then we've got a big carrier. I don't know if it's okay to say or not, but a huge carrier coming in today, the largest privately held insurance company in the world. They're coming here today as well while you guys are here. And I just, I am thinking back over the last four years and it's like everything I've done is worth it. And you guys are talking about going from 34 to half a billion. It's like, dude, people need just to start, like that was the biggest thing I take away from Grant Cardone's two day mastermind. In the first hour, he spent the first hour talking about an ideal life and how years ago he crafted what he viewed as his ideal life. And his ideal life involved flying around the world in a jet. His ideal life involved having $20 billion worth of real estate one day. His ideal life did not involve getting his own coffee. His ideal life involved having a massive conference and a massive team. And he's just like, everyone needs to figure out what their ideal life looks like. Dude, and I think a big thing for you is your ideal life looks like a final expense tell us. That is bigger than anything else everybody's ever seen. Probably doing hundreds of millions a year. And you're able to, as Manero says, eventually be the magician. Everybody has this. I know for him, his ideal life is for, Scourage and Marketing be doing a hundred million one day. And dude, I believe it's gonna happen. I just know that everyone needs to be thinking about, okay, what does my life look like in 10 years, 20 years, 30 years? If you're Jonathan, 40 years, you're freaking young. I'm getting jealous. I'm almost 30, you know? I'm like, dang. I think everybody needs to start thinking, not what I want my exit to be, but what I want my ideal life to be. And then begin to formulate a path to that. Like not a business strategy, but like a life strategy. That's what we did. I mean, we really knew what did we want our life to look like in 10 years? Like, and that's what we went in. And we're not even at the 10 year mark yet, but we're like, everything that we do is all geared towards, this is what I promised, this is what I promised my wife. Like this is what I promised it was gonna look like. So every decision that we make, we're gonna point it towards that thing right there, which if you talk about successful people, very few of them talk about money. Like they just understand that money is the byproduct of that. I want the biggest conference, not the most profitable conference, but the biggest conference. And I want this and that. And then the money is just a byproduct of what I want that to look like in the future. Hey, if you love this podcast and you wanna know how an agent went from homeless to six figures per month, then click on the video right there. You'll love it and I'll see you there. Here's really what they're saying. I'm scared of the unknown. And if you can do it, I think maybe I should do it. But here's what happened, they would never do it. Everyone who said that to me would never do it. Why?