#350 How To Sell Like Steve Jobs
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The book I want to talk about today is the presentation secrets of Steve jobs, how to be insanely great in front of any audience, and is written by a car mine gallow. So a friend of mine founded the company, and he raised money from some of the best venture capital of firms in the world. And he sent me this book because he says they told him his investors told net he should read this book before his next round of fun raising.

And apparently they give this advice to other founders in their portfolio as well. This book makes the case that Steve jobs was the greatest business story teller of our time. And so I think the ideas in this book are really important because essentially you read the book, IT tells you how to sell, like Steve jobs.

And since business is sales, I want to dedicate an entire episode to go over some of his ideas because think about IT. You're selling when you push an idea. You're selling when you talk to customers.

You're selling when you turn your cup, people to come work for you. You're selling when you try to raise money for your business. And I think when you study the life and career of Steve jobs, it's very obvious that he believed all these things that I spent so much time and effort learning how to sell.

In fact, in this book, he said, he said that he considered his keynote presentations competitive weapon, and he considered a competitive weapon for apple. There's a great quote in the book about why this is important that says the person can have the greatest idea in the world, but if that person can convince enough other people, IT doesn't matter. And so what idea is, I took the ideas in this book, and I organized them in the way that the book recommends.

So there's three things that i'm going to talk about today. One, what are you really selling to how Steve jobs made his presentations? And three, the importance of developing a messianic sense of purpose.

And so I want to start with, what are you really selling? Because I really do believe this is the most important part of the entire book. So if you'd to ask Steve jobs, he won't say, oh, like what you do for living all.

I sell computers now. He would say that he sells tools that unleash human potential, tools that change the way that you work and that change the way that you play. And so there's a great sea, jobs said in one thousand nine hundred ninety seven. And he said, you've tt a start with the customer experience and work back towards the technology, not the other way around. He did this when he sold to the number one question that you have to answer.

The one question that matters the most is, why should I care? Why should the customer care? And if you go back and watch, and you can also read his presentations in this book, you see that he started with the customer experience and then work back towards the technology.

So I want to go over his nineteen ninety eight imac presentation. So he started out by saying, we made this computer, this imac, for the number one reason. Customers tell us that they want a computer to get on the internet simply and fast.

He starts with the improvement that his product makes. Before he even introduces his product, he says, we went out and looked at all the other products out there. We notice some things about them pretty much univerSally.

They're all using last year's processor. Secondly, they all have pretty crummy displays on them. These things are ugly.

What that means is they have lower performance and they are harder to so what he just did there that is called drawing a verbal road map for your audience. I'll go into more detailed section number two and actually how he does this. But if you look what just happened, he starts with the problem.

It's nineteen ninety eight. You want to get on this new thing on the internet. You want a simple and fast way to do so.

The problem is all the products, all the other computers out there, their complex, slow and ugly, and uses very simple words, words that are unusual, which will talk about more a little bit. I, that is a simple but unusual word exception, a business presentation. And then he didn't say ugly.

He said, ug, and then after those two sentences, he tells you what that means. What that means is to have lower performance and they are harder to use. That is drawing a verbal road map for his audience.

And then he goes into the solution to that problem. The solution is the product he mate. So let me tell you about imac. The new imac is fast. IT screams.

So when I got to this part no of myself, do you think any of Steve jobs competitors described the speed of their products with that same phrase, its screens? This is unusual but memorable words, and it's very simple, understand? And he goes into next.

The new imac has a gorgeous display. Again, Steve is describing his product the way that you describe your lover. But in a few short, simple sentences, you are, do you know? Okay, the problem is, I want to get on the internet here and great things about IT complex.

It's hard to do. I need a simple way in a fast way to do that. That option is not available to me because all the other computers that are not apple products, he just said, they're romi, they're ugly, their complex.

But this new imac is screams, I mean, it's fast. He has a gorgeous display, must be great to look at. And the genius of the way the Steve job sold.

And I would argue that warn buffet is exact same thing I ve made the point mortal times that if you think of the the greatest content marketing in business history, I would, I use warm about the shareholder letters. He does the exact same thing, take something unbelievably complex and use a simple indirect language IT tax plain IT to you. And if you either watch Steve jaws presentations or be the transcripts, just like reading warm buffet shareholder, almost no jagan.

IT is simple and direct language, a lot of story telling. My friend moses cagan wrote something great about this to illustrate this point. What moses does is he's a real same investors.

So he's raised over two hundred million dollars from investors, and he takes that money by apartment buildings in southern california. South and california are highly desirable location and has been for decades and is usually very difficult to build new supply. And what he wrote was perfect because he ve raises money from rich people.

He seized the way he does. IT is very different, some of other people in his industry, and he wrote, Normal, rich people have no idea what M O I C is, let alone I R R or loeg. If you want their money for your project, include a slide in your deck titled what we will do with your money in plain english.

To answer the question, why should I care and equals, what does this do for me? And it's not just for customers. IT applies to obviously pitching employees, pitching investors.

If you listen to the episode two weeks ago, it's episode three forty eight, the financial genius behind a century of wall street scandals called the match king. If you haven't listen to IT, highly recommend you do and read the book too. I've bought the book for a few friends now.

They just cannot believe the story that's in the book. But if you listen to absolute read book, eva koga, he did exactly what Steve jobs did. He did exactly what the advice that that my friend moses gave.

Explain what we will do with your money in plain english, if our coca comes from europe, comes to amErica to pitch on american investors. And he explains in very clear language, what am I can do with your money? Government loans for match monopoly.

I'm going to raise money from america. I'm going to take that money back to europe. There's all these smaller european governments that in bad financial shape, i'm going to loan that money and exchange.

They're going to grant me oppy match production and match and selling matches inside of their company. Government loans for match monopoly. This is important because he put IT in a phrase that was, he stand. And so his investors would then repeat this to that phrase to other investors, government loans for match winos easy to understand ideas spread. And how much as they spread in that book, IT makes the claim that was IT was crazy.

Do you think about, I think IT was in the nineteen, twenty decades I don't have in front of me, but I pressure from like nineteen twenty two and like nineteen thirty, something like twenty five percent of all the security traded amErica were for eva cougars companies. And so again, for the love of god, no dragon, just use simple indirect language and focus on why should you care? I'm explaining what this does for you.

Now this applies to pitching customers. My friend eric is one of the greatest entrepreneurs. I know he also reads vacuously, and he sent me, he told me about this book on the life of one trip in the history of pan am airways.

The book is call the american saga. I have IT eventually read IT and do an episode in the future. But I was reading through all the notes that eric took on the book, and I was reading his notes at the same time.

I was reading the presentation, secrets of Steve jobs, and I came across, that is a great illustration of this. He talks about one trip early in his clear. He talked to his customer to understand the problem.

This is the united food company, by the way, which is how is if you think about how many episodes are done on the book, they but the united food company had paperwork, and in the in the country that they are Operating in, that country's government insisted that that paperwork has to be brought to the capital and has to be stamped. That was a problem for the united company. why? Because in between them and the capital is a nine thousand foot high mount.

And so to take this paperwork and get IT on the other side of the moon, they have to drive for three days on very dangerous roads. So one trip concerns like, oh, actually, you know, I can fly your documents over the mountain and I could do in an hour and a half. And so erik notes on this, he says, I love how Crystal clear this value proposition is.

Is that a three days of by dangerous road, it's one and a half hours by air. That is a forty A X improvement in time savings. Time is money and allows companies to work so much faster.

The best B2B com panies sav e bus inesses tim e. So in order to figure out what you are really selling, you have to answer this question. Why should your customers care about your product? One trip answer is, instead of three days by dangerous road, it's one and a half hours by air for Steve jobs, if you want to get on the internet quickly and simply. And the imac does this for you.

The reason I started with this, the reason why I think figuring out what you are really selling is so important, the most important lesson in the book is because IT is a very old idea. The idea that you should sell the improve, you do not sell the product. You're not sell in your product.

You are selling the improvement that your makes. People do not care about your product. They care about themselves. They only care about what your product does for them.

That is why all think about all the greatest advertising agency founders that you and I have have studied and discuss on this practice. I don't you know how many are all list all the episodes episodes on and all the greate advertising agcy. Sell the improvement that your product makes, sell the Better future that your customer will receive if they use your product.

The reason is Steve jobs was such a great storyteller. Reason that he was such a great sales person is because he did that. Think about the greatest line he ever came up with, the greatest.

I mean, they have a lot of great tag lines on the book, but I feel I can think of another product has a Better tag in the original ipod. And their tagging was very simple. It's written from the customer perspective, and IT describes the Better future.

One thousand songs in your pocket. Now I am old enough to remember when M. P.

Three players in the ipod came out. I grew up, right? We had books full of cds.

Do you member this? Like, books full of cds in your house. Like these, most like these, binding your things. I, I specifically remember them. Like, you drive on your car with your friends, hey, we listen.

Like go grab this giant book of cds and flip through and try to figure out what album that we so you can do that you can walk on to the giant disk, man, or you can just use an ipod and have one thousand songs in your park. Think about how crazy this is, right? So the evolution goes from, you know, giant books of cities to a one thousand songs in your pocket.

And then think about spotify. It's not one thousand songs in your pocket. It's every song in history in your pocket. So to figure out what you're really selling, you have to figure out what you're actually improving in their lives.

And when you see a lot of these products are struggling in the market, it's usually because there a solution and search of a problem. Steve didn't sell a product. He sold an improvement.

There's a great book called og v on advertising. I just recently reread IT. IT came out like the one thousand. These is run by David og v in the book.

He tells you there's a lot of examples on great ads and marketing, and I think every single entrepreneurs read that book is no brainer. But he tells you what the most important sentence in the book is. He says advertising, which promises no benefit to the customer, does not sell yet.

The majority of campaigns contain no problem whatsoever. That is the most important sentence in this book. Read IT again.

So once you figure out what you're actually selling, what is your main idea? Try to describe IT as simple as possible. If you can do IT in one sentence, that's even Better.

And then you expand on IT. And then as you expand on IT, then you repeat IT a lot. You and I i've talked about this, this maxim that comes up over over again with great leaders.

Repetition is persuasive. Ve, and if you can describe your idea in one line, IT will be repeated by your audience. So I want to give an example, pick up the book.

There is a bunch of a tag lines that they use for different products and the overall the presentations in the book. Uh, so you I just talked about the first one ipod, one thousand songs in your pocket when they come up with a macbook air. Their tag line is it's the world's finance.

No book. Now listen to how much Steve jobs and apple repeat this over again. They repeated in the presentation on the all the markey materials, any press releases, their website, i'm gonna list all the different ways.

They say the exact same thing. What is macbook air? It's the world's in.

Is notebook that number one? Number two, the world's thinnest notebook. Number three, this is the macbook air.

Is the thing, is notebook in the world? Number four, we decided to build the world's finis notebook. Number five, macbook air, the world's tennis no book.

Number six, apple introduces macbook air, the world's Dennis notebook. Number seven, we've built the world's thinners. nobo.

Repeat, repeat, repeat. Human nature has a flaw. We forget that.

We forget. Go back. I didn't all time I go back and you obvious. Ly, no, we read book set of covered.

Think of how crazy is not only my read, reading a book that i've covered, right? It's a book that you've made a podcast about in the few before. So I took up a ton of time, and actually, you know, five, forty really digressing the book. Then I reread the highest. And you go and reread the book in is amazing.

If I had read the book in a year, two years or five years, just go back and pick up a books that you loved, watch retouch, a movie that you loved, list to a podcast episode that you loved, that you haven't heard a red or watched or listen to in that, say, two, three years, you will be shocked at how much you forget. We forget that we forget. So the most important thing to know from this section, the most important thing to learn from this section, figure out what you are really selling.

And once you figure out, i'll make sure that you have a head or way to describe IT a. And that description should answer, why is the customer? Why is the employee? Why is the person you're recruiting? Why is the investor or raising money from? Why should they care? How will their future be Better by buying or Green to what your son? And then once you do that, you consistently repeat that headline in your conversations, in your marketing materials, in your presentations, in your slides, in your pressure, in your press leases and on your website.

So the second thing that I want to talk about is how Steve actually made his presentations. And the first thing he did was that he planned his presentations in analog. He would use pending paper before opening keo and using any kind of software.

And he loved drawing out of thinking on the Whiteboard. In fact, I was telling my friend Richard son about this book as I was reading IT and something that pops up in this book popped up in the book from last week, which is a called insanely simple. And then another book called creative selection, which is all about people that work very close.

Two, Steve jobs describing how he worked, and this idea that he would act as his own slideshow, that he would jump up from a conversation to the White board appears over over again. And so I tell my friend rc about this, and he's A O that's funny that he did the exact same thing when I met up, and rick told me sorry when he went to meet, save jobs. This is when save jobs, which running picks are? They were thinking about making an investment in pics are.

And so the conversation quickly went to the White board. And then Steve, just sentient, built like this hub and spoke model, and he was talking about all the different businesses that you could launch off of a single movie, just like dishy, that so you have merchandise, you can do theme parks, you can branch into other forms of media. And the way Steve wanted to explain this point was to draw on the White port.

And so the way the book describes how Steve structure his presentations is another three point list as a number one, create a list of point you want your audience to remember. Number two, organize that list until you are left with only three main points, and number three, under each point at stories, easy member fax metaphors and social proof. And you'd see that Steve did this not just in product presentation.

Think about his most famous speech ever, s the commencement addresses gave stanford. And the actual structure of that speech is dead simple. So IT has an opening, IT has three stories, and then IT has a conclusion.

And if you go back and I listen to and watch that speech of forgot how many times, but you can actually go and see his transitions. As he gets to his first, second and third point, I pulled them out of the transcript. So he says, the first story is about connecting the dots.

He feels that in the, then he goes, my second story is about love and loss. Then he feels that in. Then he goes, my third story is about death.

I think about that that these are very simple, direct language. My first story is about connecting the dots. My second story is about love and loss.

My third story is about death. The author says in the book that he does believe that the rule of three is one of the most powerful concepts in communication. And the reason is because humans can only hold a tiny amount of information in their short term memory.

So you might talk for thirty minutes, and the people are speaking to your audience. They're only going to remember a handful of things. People tend to remember maximums or africom, and then they can remember stories.

In fact, one of my favorite all time quotes I think about all the time i've mentioned on the pocket, I don't know time of times that he comes from the founder of the koa capital, don valentine. He says, the art of storytelling is critically important. Mostly entrepreneurs who come to us can't tell a story.

Learning to tell a story is incredibly important because that's how the money works. The money flows as a function of the story. So in the book, they're interviewing a bunch venture capital and they talk about like some of the like the bad presentations, uh that they they sell the time.

And you see a lot of the characteristic that make a bad presentation or what Steve jobs of h was able to avoid when he'd made great presentations. And one thing is try to stuff way too much information. If you actually read the transcript or watched Steve s. Uh, presentations, he doesn't put too much information in the presentation and his slides have almost no words on them.

The two biggest problems of these investors see is that most prisoners try to freeze, wait too much information in their is a great line in the book, which says most people giving a pitch try to squeak two mega bites of data into a pipe that Carries a honin. Tony killbuck. And number two, start with the problem, do not start with the product.

Most of the entrepreneurs just jump right into the product. They forget to talk about the most important part, which is what's problem their product solves. Start with the problem.

In fact, I was thinking about this. I went back and looked through some of my notes and highlights for the 8 grapes on Edwin land， which was Steve jobs hero. And you saw that Edwin land did this as well.

I wanna read this paragraph from this biography of Edwin land that I read. He says Edwin resorted to a bit of show biz. He was strikingly good at explaining his work to people and powerfully persuasive is unlike great, really good to explaining your work to people.

And partly persuasive sounds like Edwin and Steve jobs when Edwin land pitched polarizing sunglasses to american optics. So he developed the technology for polarizing sunglasses. He is pitched his product to manufacturers of sunglasses.

And this is how he does his pitch. So when he pitches polishing sunglasses to american optical, he didn't just show with a few samples. He rented a hotel room facing the sun, and then brought a bowl of gold fish, which he then put on the window, sell the would reflect glare into the room.

When the american optical executives arrived at the door, land, mock apologized for the glare, saying, you probably can't even see the fish. And then he handed each of them a polarize zing filter, what he wants to sell them. They look to the filter.

They can see the fish. And he closed the deal. So when you can tell a story, show a demo and user picture, Steve loved photos.

And the interesting part of having, if you look at this, his lie, how many just have images on there? They would have an image. And then, if they had any words, to be very simple and clear words.

But there one of the benefits of having just photos is because you can't we've been in presentations where they just read the slide is the most boring thing up right? But if you just have a picture, you can read the slide. He can't use the words on the slide as a crush.

And so what happens is he had to know the message he wanted to convey. He had to have a downpour. And the result of that is he was speaking to the audience instead of reading to the audience. And so one thing the sea was really great, that was the ability to add context to any numbers that he used by add in context, actually makes IT a lot more memorable and easy to understand. So he would do this evening like conversation in an interview, so he would come in the area of apple.

People can see, asks that, you know, apple has such a tiny, they are sessions market are like, why is apples market share so tiny? And at the time, they had like five percent of market sharing and persons computers, and five percent sounds really, really small. And so part of Steve's genius was taking something that maybe looked poorly on behalf of himself as companies like only a and actually reframing and adding context to anyway that was reading the interviewer listening to and he says our market share is greater than bmw or cities in the current city.

And in no one thinks there are a tremendous disadventure ge because of their market share. As a matter of fact, they're both highly desirable products in brands. He takes a number and actually ties.

I see a lot of bmw on the road, and I see a lot of our cities. I know about them, their prestigious and luxuries. So way isn't actually that bad. When possible, he would take these giant numbers are actually kind of hard for us to rap our heads around and actually put this into a more easy to understand term.

So let me give me apple two hundred days after the release of the original iphone, he gives another presentation and he goes on stage and he announced, hey, in the last two hundred days we have sold four million iphone. So he could have left there like, okay, four million at a big number. But he actually added context, and IT makes a lot more rememberable.

So he says, well, four million divided by two hundred days means that we sold twenty thousand iphones a day. I think the reason this is so important, because we all know what number sound like, but we have a hard time actually comprehending them. So I remember reading this book.

I want my fair books. It's episode to ninety two. It's about Daniel ludwig, which in the one thousand nine hundred eighty, he was the richest man in the world, and no one knew who he was, our rice man in america. And so his bike phy is called the invisible billie e.

But remember the very beginning of the the book 上 put in context just how rich danel ludd was， and doing so, he made the numbers way more memorable, so much so that i'm telling you about IT, you know, a year too later. And he made the point that if you took a million dollars in one hundred dollar bills and stack them up, that stack would be sixteen inches high. But if you did that for a billion dollars, so if you had a billion dollars in one hundred dollar bills and you put IT in a stack, that stack would be taller than the empire state building.

A million dollars is sixteen inches high. A billion dollars is taller than the empire state building. That is a great illustration of the different stream of a million and a billion.

You could do this with time too. So a million seconds ago was a eleven and a half days ago, a billion seconds ago with thirty one years ago. Steve uses another tacti C2Be mor e mem orable as wel l.

And he has, this is something a reference. Earlier, we used these uncommon words, exactly uncommon words that you don't Normally see in business presentations. And uncommon doesn't mean complex.

If you think about go back to the his one hundred and ninety eight, i'm at presentation using words like crummy and ugly and its screams to describe how fast IT is. There are many examples of Steve using the tactic. He said one time now, he made the buttons on the screen look so good that you've to lick them.

He said that everybody wants a map or pro because they're so bitching. He would routinely talk about his own love first products. I'd love the ending the call to action for the ipad presentation.

He says, we hope you love the ipad as much as we do. And there's a sentence in the book that I think we're ring true to uni because I think about all the different meetings you said in our business presentations should be exposed to. He says most business communications lose sight of the fact that their audiences want to be informed and entertained.

And you do that with no dragon. Just simple, memorable words. Think about ben Franklin.

Think about charlie monger. Think about David algae. These are the people that are masters at this. In fact, they went back.

I when I was think about the section, I went back in on youtube and we just watching A A bunch of like charlie monger singing's at the bird chair annual meeting. And I took note of the part where after charley says what he says, the audience laughs again. Most business communicators look side of the fact that the audience to be informed and entertained.

I just want to pull out a couple ones and made me laugh because I do think charly monger was great at. And so warn, says the Charles, people don't seem to get that point. Do you have any idea why? And charlie says, warn, if people weren't so often wrong, we wouldn't be so rich.

And of course, the audience laugh. And again, i'm going to have hear to the rule of three because that's what the spoke preaches, right? So here's the second one.

Competency is a relative concept. What I needed to get ahead was to compete against idiots. And luckily, there's a large supply.

Again, laughter. Number three, everybody wants fiscal virtue, but not quite yet. They're like the guy who's willing to give up sex, but not quite yet.

And again, laugh. How many business presentations you have heard of that mentioned somebody y's sex life? These are uncommon words and business presentations. And that what makes them memorable? That would, that makes them human.

So Steve would use words, if you think about all that, like the exactly adjectives that he used in his presentations and his self speeches. He used words like amazing, insanely great, gorgeous, incredible. He also spoke away Normal conversation.

So even though he rehearsed and rehearsed and practice a ga to a minute over and over again, every single presentation, IT still sounded like him. Another thing that Steve used in a bunch of his presentations is he loved using social proof. He would make sure he would read showed on the screen, and he d also read testimonials.

He wanted to make sure that everyone knew that other people also loved his products. In the book, poor child inc. Charlie monger speaks about the importance of social proof over over again.

I just want to read a few sentences that I think illustrate Y. C. Was doing this.

Psychologists use the term social proof. We are all influence subconsciously into some except conciousness. But what we see others do and approve. Therefore, everybody's buying something we think it's Better. We don't like to be the one guy who's out of step.

The social proof phenomenon, which comes right at a psychology, gives huge advantages to scale and tell among was the first person i've ever heard describe why that's actually he is the entire section on in portraits onic about the unguided important advantages of scale. And it's all point was like, well, social proof leads to more sales, which leads to Better distribution, which accelerates the winner take all or winner take most fly will, which leads to ever greater specialization, which leads to more scale. If you haven't ready, assume you have a copy of the new a version of porches.

Omi just came out last year. If you do that sections on page and anyone, you can also listen to the episode I made on IT. It's epo de three twenty nine. I talk about IT in the episodes.

I think it's a really important point and IT was definitely really important to see because multiple times throughout the the book he talks about the fact that reading favorable reviews was a very common technique. And Stephen presentations. And then the final point I want to pull out in this section to of how Steve jobs made his presentations was the importance of practice.

So the public praises people for what they practice in private. A great presenter, based on the stats in this book, that the best presenters, the best, best public speakers, will actually practice ninety hours for every one hour they need to be on stage, a nine to one practice of performance ratio. Steve did this as well.

He was also, as we already know, from all the the books you've read and we've made on, he was involved, of course, in every detail of the presentation. And that's exactly how we made IT look effort. IT takes a lot of effort to make something look effortless.

And there was very few speakers I would rehearse more. And Steve jaws wood, in fact, is a lariated story. In the book where he comes, he writes four hours late to an interview one time because he was practicing his presentation.

And in this book they quote another book, which is called the second coming of Steve jobs also have that book, but I have ready yet. And he says every slide was written like a piece of poetry. We spent hours on what most people would consider low level detail, Steve, with labor over every presentation.

Again, marketing is theat. So practice your presentations. In number three, develop a massive ic sense of purpose.

Steve was an adventurous. He was driven by this messianic zeal to create new experiences for its customers. He was clearly passionate about building tools for other people. Steve dedicated his life to building technology that made other people's lives Better.

The greatest definition of technology i've ever come across that was actually Peter to book, where Peter says, properly understood, any new and Better way of doing things is technology. Steve truly believed with all of his soul that the products that he created was a new and Better way of doing something for his customers. And so the way that I want to explain this point is I want to take advice in the book.

I want to use a demo. I went and collected a bunch quotes from Steve, and all of these are demos to what a messianic sense of purpose sounds like. This is what a messianic sense of purpose sounds like.

What we want to do is to change the way people use computers in the world. We've got some incredible ideas that will revolutionize the way people use computers. Apple is going to be the most important computer company in the world.

That was example number one. Example number two of what messianic sense of purpose sounds like. I think you always had to be a little different to buy an apple computer.

I think the people who buy them are the creative spirits in this world. There are people who are not just out to get a job done. They are to change the world.

We make tools for these kinds of people. We are going to serve these people. A lot of times people think that they're crazy, but in that craziness we see genius.

And those are the people were making tools for. The third example of what messianic sense of purpose sounds like comes from lead cloud. Who is with Steve job for thirty years? I talked about him last week episode because he made many the greatest apple ads.

And this is what he said about Steve from the time he was a kid. Steve thought his products could change the world. That's the key to understanding him.

His carma was a result of a grand but strikingly simple vision to make the world a Better place. What lee is describing Steve, and what Stephen own words described him, IT, was that his passion for what he was doing, passion is infectious. The belief and passion you have and what you doing can literally be transfer to another human being.

I think of one of my favorite descriptions, this as he comes from fill nights autobiography odot IT wasn't until phil switched to something he was truly passionate about, something he truly believed in, that he found any kind of success. And so i'm just going to read a few sentences from his fantastic audio. Phy says my sales strategy was simple, and I thought rather brilliant.

I drove all over the pacific northwest to various track me. So before started nike filled night ran track. He had a deep love of running so much that he literally said he really believe that if people, if he could convince people to get out and run a few miles every day, that the world would be a Better place.

So lets go back to this. I drove all over the past fc, northwest of various track mix between races. I would chat up to coaches, the runners, the fans, and i'd show them my shoes.

The response was always the same. I couldn't write orders fast enough driving back to port. And I would puzzle over my sudden success at selling. I'd been out and you're going to started listing all the way he failed at selling beforehand, right?

What is what is the point of what you never talk about? How to sell? Like Steve jobs, Steve jobs as a master salesman, fill night was a master salesman.

I had been unable to sell psychopaths. And I despise ed IT. I've been slightly Better at selling metro funds, but I felt dead inside.

So why was selling shoes so different? Because I realized I wasn't selling. I believed in running belief. I decided belief is irresistible. Passion is infectious, and belief is irresistible. The main point i'm trying to tell you is all you need to identify what you are most passionate about.

And in once you do share that enthusiasm with your listeners, whether is a customer of recruit and investor, you can inject them with your passion and believe there's a story in this Steve is sitting with over porter from news week. He is previewing that think different, uh, here so the crazy one at are you the most famous argue with the most famous apple ad and so he's showing IT to her. This reporter from music before is public and the reporter said as Steve started crying as he watched IT and this is what he said, he wasn't fake.

He was really crying over that stupid ad. And then her next statement, SHE called IT a stupid at. And her next statement, that's what I loved about Steve. One of the reasons to so many bad presentations, one of the reasons to so many people are worse at sales than they could be, is because few people actually express excitement about what they're speaking about. I guarantee you feel night sales pitch for psychopaths and mutual funds did not have him excited, but his sales pitch about running and running shoes did.

And so if you find yourself in the psychopathic of a mutual fund part of your career, and you have not yet figured out how to get to the running and the running shoe part of the career, I love this piece of a device on David ogle y. He says, I admire people who work with gusta. If you don't enjoy what you're doing, I beg you to find another job.

Remember the Scottish proverb, be happy while you're living for your long time dead. Both Steve jobs and fill night knew what they were selling. They knew how to sell, and they both developed a messianic sense of purpose about what they were selling.

And I think this one paragraph is thirty second clip of Steve jobs speaking extemporaneous sly about his life's work is the perfect summary of everything that you and I ve been talking about today. And this is what he said. I think one of the things that really separates us from the high primates is that we're tool builders.

I really study that measure the efficiency of local motion for vary species on the planet. The condo use the least energy to move a kilometer. And humans came in with a, rather than impressive, showing about a third of the way down the list.

IT was not too proud of a showing for the crown of creation. So that didn't look so good. But then somebody at scientific american had the insight to test the efficiency of local motion for a man on a bicycle.

And a man on a bicycle, a human on a bicycle, blew the condo away completely off the top of the church. And that is what a computer is to me. What a computer is to me is the most remarkable tool that we've ever come up with, is the equivalent of a bicycle for our mind.

And that is where I leave IT. For the full story, recommend buying the book. If you buy the book using the links that in the showers should should be supporting the packets at the same time, that is three hundred and fifty books down one thousand ago.

And I talked again soon. At the end of the last episode on Steve jobs, I told a story about two products and services that are making that I believe will make your life Better. And then I tell you why i'm gonna play that now for you, because you'll be able to see, given on what you just heard, how I applied some of Steve jobs ideas on presenting, in selling.

You'll see that each product has a single idea, express clearly that describes exactly why you should care that describes what the product does for you. So for founder events, it's very shy forward come to a founders events to build relationships with other high value people. The single idea express clearly for founders know what you'll see that even use some social proof.

It's in the headline, says charlie monger said learning from history is a form of leverage. Founders, notes, gives you the superpower to do this on demand. You will also hear, because i'm not to my eyeballs in the self, the fact that I live this stuff that I don't need to read from a script.

I think about this day. I practice that every day. And then therefore, I can speak about IT, just like, see jobs.

I can speak about IT from the heart and with a messianic sense of purpose. So here goes, I have just two quick things to tell you about before you go. Number one, I am hosting another founders conference.

This one will be on july twenty eighth, through the thirty first is in a private venue deep in the california redwoods as places gorgeous. This actually in Scotts valley, california, and the idea to do these two day conferences was actually pulled out of me by people that listen to founder. So one of the most common request that i've received over the years is this desire for can do IT.

Can you introduce me to other people that listen to founders? And I didn't do anything with that information because I didn't know how to do IT. And I actually think I stumbled upon a great way to do IT.

And i'll tell you about that a minute. But I was thinking about, I just listen this entire episode back at the same one that you just listen to. And if you really think about, one of the main ideas is like, your goal really should be that you have a single idea that expressed clearly.

So I would ve heard that mottle times I reread that part of, we run that part, and I thought about, okay, what is the single idea express clearly? Like, why do these founders conferences, these founders, that's why do they need to exist? And they need to exist in the reason the north star that these events exist is to help you build relationships with other founders, investors, executives and high value people.

And IT wasn't until after I had this idea and went until after I did the first founders conference, which was held back in march and Austin, that I realized, oh, I accidentally stumbled. I had this idea, and that was, you know, a test of that hypothesis, but I realize I H, I actually stumbled on a great way to help other people build relationships with value people. And you do IT really quickly, and is a couple ways that these events structure that I think serve this goal right.

What is that single idea express clearly? I want to hope high value people build relationships with each other. So what I did at the event back in march in, i'm also doing at this event in jail, like three and nine thirty first days, I ran out the entire venue.

That means that when if you attend, every single person you see there is for the same reason, is there for the same reason and has the same interest as you. Number two, if you'd just heard what Steve jobs, one of Steve jobs mean, principles like, just make IT one of his biggest concerns of making IT as easy as possible for other people. And what I decide to do is, like, I want to make these all inclusive, which means that if you get you, we all you have to do is get yourself there, right? And I take care.

The rest you're lodging your food. Access to every single part of the event is all taking care of. And then the third most important point that I think help facilitated a lot of these relationships so quickly.

The last event is these are intentionally smaller events. This event in Scott's valley, california, on july twenty nine to thirty first, that I highly encourage you to attend is only to me around one hundred and twenty to one hundred and thirty people. And IT is the the end result.

Why I think I stumbled under something is because the amount of friendships, investments, deals, customer leads, partnerships and other opportunities that can that have that came out as a result, a direct result of the last event is tagging. I Frankly, ly will shock by IT. And that leads me to believe that i'm on to something because again, the single idea expressed clearly the reason this event exists is to build relationship.

So even the way that the the event is scheduled, there is a lot of unstructured time to talk to other tends. I will be there the entire time. There will be a lot of smaller break out sessions around specific topics.

So if you attend want to lead to break out session around the topic that you have, be an expert, just reply back to your confirmation, you will after you apply. And then my events team will handle the everything else I am doing this event in partnership with rich burning man abuse er the founders of say to grow which are five hundred million dollars company. And one of the break out sessions will be about how they started and structured their company.

I met rick and paul and built a relationship with them through the podcast. They were listeners of the podcast, and my friend Patrick knew them and introduce them to me. And they also taught, in addition to running this, they run a picket call, the art of investing, they run their holding company, but they also teach a noor daim.

And they actually invited me to speak at their other investing class. And that relationship LED to this partnership, which is a great illustration of, again, the single idea, express clearly, why does this exist? This exists to help you build relationships with other high value people.

And that opens up opportunities in futures you can never possibly predict. So to come to the event to build relationship to other high value people, the first thing you need to do is go to founders podcast dot com for such events and apply. The second quick thing I have to tell you about is another example of something being pulled out of me, the benefits of that you just heard.

So limit, limit sling. So for years people know, because i'd go around talking about the fact that since two thousand eighteen, I have been cataloguing ging all the research that I do for this podcast. And I was putting all of my notes and highlights in this APP called read wise.

I go around talking about how grade IT is, how I could not make the podcast without IT. You just heard me use what is now called founders notes. So founders of notes stock com to sign up for this.

But what this is, is my own internal tool that I use the catalogue, the collective knowledge of history matters, so I can pull that up on demand. And you just heard that because when i'm quoting sam walton, when i'm quoting Michael Morris, when i'm quoting what disney, her killer heard, James dyson, all these other ideas from past Steve jobs podcasts. I was doing that by searching this giant database that contain all my notes, all my highlights, all my transcripts.

And now this A I assistant that i'll do all this reading and research for you called sage, that I also built into founders notes. And the reason I say this was pulled atomy this idea of to build this product in partnership with read wise. And again, this is the power of relationships, because I found out about read wise, because one of the founders rest in semi email two thousand eight, and he's OK.

You obviously read a lot. You might think this APP is valuable. I didn't know IT existed until then. And then I was until five years later that I then sent i'd talk to tristan and i'd sent Christian emails OK.

There's such uh, a uh, opportunity for first a partner here because I keep getting these emails, these dms, these requests that, hey, how can I have access to this giant second brain? You have, I would argue, the most valuable database in the world when IT comes to learning from histories greate. And so the initial idea I came to tRicky as, okay, I would like people to be able to see what I see.

And then since then, we've added so many more features and just meet IT so much Better that this is now a tool that I used nearly every single day. And if we go back to that idea, the same idea that that was important to Steve jobs, hey, we need a single idea, express clearly. One of my favorite line that I have ever heard this is why there's so many to such a high amount of people, the united dy, that were obsessed with learning from history, that had read hundreds of biography throughout career, because they understood, with charlie monger so eloquently, said that learning from history is a form of leverage.

Learning from history is a form of leverage. Founders, notes, gives you the superpower to do this on demand. The pig cast is a great tool to learn from history, but IT is pushed to you.

Founders note gives you the body to control IT. IT gives you the body to tap into that collective histories, greatest entrepreneurs, and use IT when you need IT. And so there's two main ways that you can search founders notes. One is a keyword search.

If you listen to the last episode I just did on Michael Jordan, the last twenty minutes of that podcast is me going through, because I was ask the question, how do, how do he should greatest entrepreneurs hiring? All I did was type in hiring into the key where search and finders notes and then went through, you know, just like I know of ten or fifteen different examples. The second thing, if you don't have a keyword search, I just ran into a friend of mine who has access to sage.

Sage is the A I assistant that Operates on top of founders notes. And that idea also came, was pulled, I guess, not pulled out of me. I was given to me by somebody that was beta testing stage for me.

And this person, after using IT, said, hey, you know, you had all these other names for, I think was going call like founders GPT or the name for terrible the me. And I take solace that Steve jobs also came up with bad names and the mac man forgot sake. So anyway, seems like this is, after using this, this is not the right names you should call IT sage.

And he sent these two definitions, and he said, because sage is a profoundly wise person, IT refers to someone with a deep understanding of life, a community knowledge and sound judgment. That is, every single person you unite in the podcast ast, they, they've had a deep understand, a life accute acknowledge, because they have, they spent fifty years on their career that somebody put all the highlights are the the main lessons into a book and sound judgment. And the second one definition was that I say, as a wise, wise, designing a prudent person IT describe someone who shows good judgment and makes well considered decision.

So a friend of mine was a chaos on a way to a board meeting. I needed h some information about leadership. I I was asking sage for how histories greatest entrepreneur thought about leadership.

And I gave me a bunch of good quotes that I used in the board meeting. That is what I meant. Founders notes gave you the superpower to now access the collective knowledge of his sue Grace entrepreneurs on demand when you need IT.

Another subscriber just sent me this note that founders note is giving him a compounding tactical advantage over his competition. If you were going to spend hours and hours invested in listening to different founders episodes, I would encourage you heavily to invest into a substitution for founders notes. IT makes the lessons that you're learning on the podcast even more powerful.

One again, IT gives you the superpower to tap into the collective knowledge of history s greatest trees, neurons on demand. And you can do so easily by going to founders notes stock com, that is founders within us, just like the podcast, founders notes 点 com。 Thank you very much for support. Thank you very much for listening, and i'll talk you again soon.