 George Bruno with the 21 Report at the 21 Convention Patriarch Edition in Orlando, Florida 2019 and I'm talking to Ed Latimore. Welcome, Ed. Hey, what's going on, George? Yeah, good to see ya. Wow, you just got done telling me that you did a workshop with two other guys and it wasn't all about women and red pill and a hypergamy. You went off in another direction and it sounds kind of exciting to me. Share that with the folks. Well, one of the things that Tanner Guzzi said this weekend and it really resonated with me was that the tools used after you understand the red pill and to make your life better, you know, that they can be applauded in any way shape or form. You know, he's a Mormon. It's a very different lifestyle to many guys who we typically think of when we think about the red pill. Community and that really got me, you know, that stuck with me and we had been planning this kind of retreat for guys who were looking to get their finances or their physicality or their personal branding and message and mindset and fashion, correct? So really just a different angle, very complimentary, but a different angle for improving men and offering what we've learned, you know, the hard way going through many different types of trials and tribulations, but I think all of us now we sit at a point where I certainly feel comfortable and I don't know if I have the biggest of the group, but I'm I think my imposter syndrome tends to be higher or greater than I present. So I feel comfortable like, okay, I'm an authority in these areas and I feel like you guys are definitely an authority in the areas you want to talk about and we have something really great to offer and something that can really change maybe not the entire world, but certainly someone's little world and then that changes another little world and it just resonates down the lawn. I heard it was a very popular workshop. It was. I was very surprised, you know. Once again, there's that kind of imposter syndrome that pops up and I'm like, oh, you know, I'm gonna mosey and I was actually late and I'm a stickler for being on time. You know, to me five minutes early is late kind of deal. And I was in line to get some coffee and it just took a little longer than I thought, but in my mind, I'm like, okay, this sucks, but on the one hand, how many people are gonna want to come to our thing? You know, we got, I think our workshop was at the same time as Donovan's and Steve's deans. I'm like, yeah, tons of guys are gonna be there and I walk in and I'm like, you know what it looked like? It looked like the main convention a few guys had stepped out for a bathroom break. I was like, wow, there were a lot of people there. So it was cool and we got a lot of good questions and we set up like a Q&A format so we could really have it be kind of an informal workshop field to it and we wanted to maintain that so we didn't just stand there and lecture at guys and talk to them. I'm like, no, we got people involved and we got some back and forth and certain questions, although they may have been directed towards one area of expertise that we had, we all kind of charmed in because it's not like, you know, AJ is the physical fitness guy, but it's not like, you know, I'm out of shape, right? And Tanner's the fashion guy, but I like, you know, my code and I'm the mindset guy, but clearly AJ has it together and Tanner's got a very strong frame with his family. So while we have areas where we are like the specialist, overall one of the things I think we bring to the table that allows us to do this is that we all have achieved a certain level of mastery in the areas and I think people can look at our lives, which you certainly can't, you can't look at our lives and go, man, those guys are full of it. You may not want to learn from us, but you certainly will not feel like this is a scam or anything we're putting on because these are the things that change our lives. And really, you know, I think we always go, okay, what was your trajectory of development? Tanner had a pretty good trajectory of development because the Mormons are incredible people. I love talking to them, interacting with them. And AJ's was a little rougher, but he had a good solid family foundation to come from. I think where I was in life, not just prior to getting everything together, but even going further back as a child and things I had to endure growing up in a Mosey, no, not Mosey. I mean, it was a single mother household and being poor and things like that coming from the hood and all that, you know, those things play a part, not the things that like how they beat me down or something, but the type of person I had to become to overcome those things, the journey as I went through in each level and along the way, what I learned and I wanted to really deliver those. And those guys are right on point with me. So I think it's going to turn out really well. And will you be doing this as well in Poland, do you think? I'm not sure. We haven't discussed that. It certainly makes the most sense because I know that Tanner's going, I don't know, I assume AJ's going as well. So it makes the most sense that we'll do it over there as well and continue to promote and develop and really put it, make people aware of what we're doing. All right. So you're going to be in Poland in July and you're going to be back at the World Conference in October. Do you guys have a name for yourself yet? The Self Optimization Summit. Oh, wow. Because here was the idea, right? There is a really big, you know, a really, really broad set of services to say for guys who are coming from my son, you know, rock bottom in certain areas and moving to not rock bottom to a position of kind of stability, like, ah, you know, it's not so stressful. It's not so bad. You know, I'm not pinching for the rent. I have a little bit of extra leftover. I'm not, you know, a dragon, an outcast of people conning, you know, they look at me or they at least don't run away. Right. I can hold a conversation, but I can't speak magnetically. Okay. So you've moved from the worst to kind of this middle ground. But what about the people who want to go to the next level who want to optimize? That's what we want to come in. It's more fun. It's more fun to me in general to take someone from good and get them to great rather than novice and get them to good. It's just more fun and more interesting. And so it worked out well for my personality. And I think the rest of the guys had a similar idea, had a similar perspective and a similar goal. And so we came up with the self-optimization summit because we're trying to optimize the men, you know, who wants to become the best version of themselves. And while there are definitely areas in which each of us lag, there's no arrogance here going like, oh, we can teach you because we are at the top of Mount Olympus, mortal. Like no, it's nothing like that. What it is is there are certain areas and there are certain certain hardships. Each of us is overcoming individual areas to where that experience, yes. In that area, we're very good. And we can help you become just as good and combined, we have a whole spectrum covered. And by the time you leave the week working with us, you really should have leveled up. Because as much as I love the format of the convention, we're doing a whole deep dive, you know, I think we're limiting it to 14 people. And it will be at a house, you'll live with us for a week and we'll do everything from deep diving on your style and how you present yourself, to how you think about yourself, how you see your goals and how you attack them, how you work out routine, everything, right? So to where you leave at least two notches hard and when you came in, but the thing is, when you come in, we're hoping that you're at the point to where, you know, we're not, we're not taking you from the bottom. We're taking you to the top. Who is going to be your ideal candidate to sign up for the self optimization summit? So we thought about that and we talked to, we talked to Tanner a lot about this because Tanner deals with the most, I guess, affluent customer. And the reason for that is because by the time you get to the point where you are worried about your fashion and you can hire someone to do something, not only can you hire someone specialized, you can afford what he's going to suggest. So the ideal candidate is someone who has had some success in their life, but they're looking to take it up and that success should be quantified, you know, because our time and what we're going to do and what we're going to give, that is not cheap. And we don't want you to look at it cheaply either. More importantly, if it's one thing, as someone said it to me, because I have a big problem pricing things, I tend to look at the wide and shallow approach. I, you know, I have such a wide reach, I rather just charge a low amount and that'll get me to what I need to live, whatever. But the problem with that I've learned is that price also is a thing that the consumer uses to determine how valuable they really think it is. And that might sound counterintuitive at first because, okay, you figured they spent the money already, of course they think it's valuable. A lot of purchases are imposed. And so what I've learned is you want to charge to where they'll listen to you. And when I thought about it like that, I was like, huh, I don't even remember who said that to me. I said, yeah, I mean, you're right. Like I don't want to, you know, and I kind of learned that the hard way, but I corrected after I got that advice because I was a kid, I was working with on, you know, some Skype consultations. And he reached out to me and he seemed to be in a really bad place. So I did it for free. I gave him like four free, four free sessions at night I had stuff to do. But I was like, I'm going to try and you know, save one on the cliff, keep him from jumping off. And I hadn't heard from him in a while. And he reached out to me two weeks ago and told me where he was in life. And it was like, nothing changed. It was like, he didn't listen to me at all. And so I said, okay, check this out, dude. I'll talk to you again, because I don't want to give up on you, but you don't value my time. And so I'm not going to waste my time. At this point, I mean, like I care for you, but I'm not really worried about wasting your time. So I'm going to charge you a certain amount now. And if you're interested, you're interested. And if you're not, you're not, but no more free conversation. That's not occurring. And you know, he paid. And I don't know if he listened because he messaged me one time about something. I wrote back and it was some dialogue. And this was because that's the thing like, why don't you invest? I mean, I'm, I probably give way more than the average person does. You know, I consider anyone I bring under my wing for help. Now it's like family, man, you got my texts and my phone number and emails. And I'll respond, you know, whenever it's not like maybe like, Oh man, here's a bill for that text message. That's crazy. Because we're in a game to help you or I'm in the game to help you. But I also know because of human nature, that if I just give you my help for free, you're just not going to use it. And I really wish human nature wasn't that way. Well, but I guess part of me does because that allows me to live a good life because I've done the work. When you've done the work and you learn how to transmit what you've learned to someone else so that they can understand it, or as I say, break down what I learned the hard way. So you can learn it the easy way. Then you, you're in a position to where as I like to say, it's very difficult to go broke. I like that. Well, I'm looking forward to seeing the progress of the self optimization summit. Sounds like a dream team to me. Alexander Cortez, Tanner Guzzi, and Ed Latimore. Thank you, Ed. Thank you very much. How can people find you and find out more about this? Oh, you know, I'm Ed Latimore on Twitter. Ed Latimore on Instagram. EdLatimore.com is my website. It's very smart about this. I got everything, the same, the same. So now I call myself Ed. You know, I alternated back and forth for a while between Ed and Edward. And I'm not like, you know what, just all my books on Amazon are Ed. So you can just type Ed Latimore if you want to. In fact, that's the search term that brings the most traffic to my website. So that's how you find me. Ed Latimore. And then put whatever, I have an email address, EdLatimore at edlatimore.com. Like it is just. And you'll be announcing more of this stuff and how this progresses at all of your sites. As it comes along on my email list as well, as it develops, more information will be out about it. Because right now what we have, I don't even know this, right? I'm the worst that it is. Everyone has a weakness. Here's my weakness. If there's too many streams, I just lose interest and I check out. And too many, I used to think too many was three streams. It looks like too many might be two streams. Because it's just me, Tanner and AJ and this group, I had no idea we had a logo. It popped up on the screen. I was like, yo, what did that happen? That's great. Well, we got a logo. So we have a logo now and now we're going to be tied. And we have a house too, which is, you know, I didn't know that. So we have a house, we have a logo now. It's just figuring out the cost of the logistics, like figuring out what we're going to do at the house in Los Angeles and how we're going to structure that out, the time, what people get, the meals, all that kind of deal, that thing. Really planning an event. So that'll be an interesting challenge and it'll be fun, but I'm looking forward to it because I know what it means. I know what it's going to do for people and what it's going to do for me as well, because the teacher gets just as much, if not more out of teaching than the student does. Yeah, so exciting. Thank you so much. Thank you.