 Well, why do you feel that It's extremely important to to read and learn and why do you think those that do end up being? Typically more successful than those that don't So I have a saying as you'd imagine a cliche that smart skims the surface But genius goes deep. Hmm. So in some of my Things I do boot camps. I always ask agents About the number pie. Do they know the first three digits for five dollars? Do you know the first three digits of the number pie and invariably somebody will say three point one four? But then I say for a hundred dollars give me the next three digits Now in a couple of instances some people have known it. I don't give them enough time to Google But some people know it's one five nine So smart would certainly be to know three point one four, but genius is the one five nine You're not going to learn the deeper things about your profession about life unless you're reading and Consuming information in a way that takes you past your status quo That takes you out of your comfort zone. So I'll be very specific and direct to the industry for Medicare Advantage agents If you know the doctors in the network, that's your three If you know the meds are in the formulary, that's your one if you can tell them the benefits That's the four you'll make some sales that way But if you know LIS and how to get them qualified, that's the one you'll get more people enrolled If you know how QMB Slimby and QDW FB DE and all of that works in the dual eligible space Now you'll be helping in the five if you then know how to add indemnity to an MAPD To ensure against the calamity of cancer or against hospitalization Now you're an agent that is gone better than smart three point one four You've gone deeper one five nine and the only way you're gonna get the things I just outlined is if you're willing to pick up manuals and read not just go through a hip and think it's a nuisance Go through the carrier certification information and pick up those nuggets that will increase Your income smart skins the surface genius goes deep real money Six-figure renewal money is not on the surface. You got to go deep to get it. Wow I never heard anybody put it that way, but I love it Well in the message that I hear most of time is just grind grind grind grind grind grind work work work Not you know and which is a obviously work ethic is important, but you kind of put that on its head a little bit, you know And that's interesting, you know, it's a different approach from somebody that it does go deep, you know, I Probably can't name a Cells related book that you probably haven't already read That it at least it's on the shelf waiting to be read possibly there you go Have you ever heard of a book called getting to yes? Yes. I love that book. That's my favorite sales book So it's really good. It's actually on my bookshelf yet We if we had my the setting I had on the last podcast behind me I've got Thousands of books I and look and I want to say something Landon and it ties in again to what you guys do on your platform Cody This is why when I wrote this I love somebody said it's kind of counterintuitive Little bit paradoxical that a Medicare Advantage guy 20 years at the time wrote a book and use final expense as the foundation What I love you mentioned about grind grind grind a final expense agent is a grinder There are poor chopping door knocking warrior That's the way I characterize them and that's affectionate and it's a compliment and they're kinetic That means they're moving so when I when you can actually teach a kinetic poor chopping door knocking grinder That there's a 3.14 and a 159 This is my third year in the organization I'm in now I've got at least a hundred agents that I could point you to that started out didn't know what any of this was that Starting in January are receiving a six figure renewal Well, yeah, give me a grinder that has knowledge and they'll be off the charts every single time you you got to have both Yeah, it's work ethic. You know some people, you know, you hear that say, you know That's saying work smarter not harder, but it's like Both let's do both and so most people would see your title of your book and probably think something different than what's actually in the book because you probably When you see the title, you know, they've probably got to work more than six hours, but There's more to the equation, right? So it's like the four-hour work week, you know The dude didn't start out only working four hours, you know, so What and and I know I stop at each turn here, but that's really an appropriate point In thinking about the name and how I could get agents to engage like Timothy Ferris's four-hour work week and all the different four-hour Approaches he uses it was actually I was reading at the time I read it typically annually thinking grow rich the Napoleon Hill for those that know I think there's 17 or 21 concepts in the book, but the title is a is an eye catcher It appeals to the emotional side of I want to think and grow rich it and so six hours to six figures Brings you in but then you realize in thinking grow rich. It's more philosophical. He's not talking about business He's talking about mindset like a way a Grant Cardone might that's been at your 8% nation So, you know, yeah, you have to draw them in with a little bit of sizzle But the steak may be a little different than they imagine once they get into it exactly It's a super catchy title Well, and I've often found that just from a marketing perspective that we are in a new era With salesmanship in general I feel like the mantra that we try to live by is people work with the people that educate them and If you're trying to educate them on the things they can Google and click on one of the top three results and read themselves You're not that genius level. You're still on the 3.14 So I feel like the sales ability because the realistic, you know Reality of Medicare sales these days from my perspective. I'm not licensed disclaimer I'm not selling Medicare just giving my insight and working with Medicare agents is that You know, I don't need if you're selling Medicare. I don't need you to buy Medicare I can go get Medicare from whoever else, you know what I mean But if you're the one that educates me on Medicare or that particular program or help me save money in a prediction Prescription drug plan or all these other acronyms that you threw out. You're gonna get my business And I'm gonna stay with you because he educated me on it period and you can't Education is not surface level. You got to really dig deep, you know And so I think that translates to not only sales but marketing but all things industry because the power of a salesman Just you know being the person that was in front of the person at the time and and having the leverage over the buyer Is kind of over because I can just go to Google and figure out if you're full of crap in about five seconds Yeah, you know, so I feel like that's a key component. You talk about the trends in the next 10 years You've got to focus your marketing your messaging your sales ability on educating and how are you gonna do that? If you don't have good content, that's my thought. What do you think? I mean, does that make sense, Brandon? Well, fantastic and yes, there's been an evolution So but I can hear a lot of new agents that don't know the three yet that are just finally spent They're not even health license So we don't want to and not that you did this landing But we want to characterize for them that there is a progression I'm a trickulation and that you can earn money all along the way and that you don't have to be some 24 25 year expert to do what we just described But I will say it this way in the very beginning if you're new you are in the effort phase Now effort means you've got to do more than others that are skilled But in the effort phase, you're likely in the beginning, especially Medicare You're gonna be a 3.14 order taker. Oh man, the docs are in the meds are in and here your benefits Miss Jones It's good But sooner or later through effort, you'll enter the skill phase and then you've got to become a professional Then you've got to become what you described Landon as an advisor And then when you really get off the charts, you're gonna be an advocate and people that have advocates in their lives Call me to say I'm about to get cable. What what subscription service should I join? I'm like, I have no idea but the level of trust because I'm an advocate for them is there They won't they don't want to make any decisions without your input and I'm being a little facetious But between advisor and advocate is where that six-figure renewal income and longevity in this industry That's where it's gonna come from and also I'm assuming a predominant amount of your referrals I mean your dad is like that too. Yeah, you know that dude's business is built on referrals And he's built an amazing business and it's not because he's You know going through surface level just running numbers. No like Brandon said it's It's pure education and most people in our industry too feel like as Landon said earlier that you You give away just enough To make people want more. It's really not how everything works nowadays, you know Which is probably why we do so much content and why you're writing so many books everything else people want You know, they can find the answer whether you give it to him or not, you know So why not give it all away? Well, you know, and you mentioned, you know, your dad Brian and he and I are likely in the same age range You won't put Brian's business out or not We're sort of the old schoolers that have learned and adopted the new school So I think one of my colleagues my buddy says old-school rules new school tools and we've evolved to where Relationship is at the core of what we do But that education which is gained through knowledge which is gained through reading which is gained through the excellence of wanting to be Great in the industry So he has evolved rapidly and is now built an amazing Body of work in his own right and now he's got you integrating all of these sort of New wave new age opportunity tools the combination of those is a is a Molotov cocktail that no one can be Good cocktail If you love this video and you're like man, dude, I love the dashboard I love all the tracking But I don't know what numbers to track. I'm gonna hit the for you right now. Okay, the video is right there. Check it out There's me. Hey, if you're not tracking your daily activity My question for you is why and I'm gonna spend the next several minutes showing you exactly why you should I'm gonna sell you That you on the person that's not