Hey, everybody, it's Brandon Dawson. Welcome back to another episode of Building Billions. Today, we're going to be talking to Michael Brown, who sold his coffee shop, Deathwish Coffee for hundreds of millions of dollars, a company he founded and built and then exited. So this episode of Building Billions is going to be the interview of Michael Brown. I hope you enjoy this. And you know, the most important thing for me is that you leave a review or any questions or comments, please leave them in the comments line. Thank you for listening to another episode. Building Buildings. So introduce yourself, tell everybody, tell everybody who you are and what and what what you did in your business. So my name is Mike Brown.

Hey, everybody, it's Brandon Dawson. Welcome back to another episode of Building Billions. Today, we're going to be talking to Michael Brown, who sold his coffee shop, Deathwish Coffee for hundreds of millions of dollars, a company he founded and built and then exited. So this episode of Building Billions is going to be the interview of Michael Brown. I hope you enjoy this. And you know, the most important thing for me is that you leave a review or any questions or comments, please leave them in the comments line. Thank you for listening to another episode. Building Buildings. So introduce yourself, tell everybody, tell everybody who you are and what and what what you did in your business. So my name is Mike Brown.

I was in the coffee business for ten years. I 12 years. But I owned on Deathwish Coffee and I was the founder and I sold the company last in 2021 also because I'm like like some people here maybe, I don't know, I was broke. I was like, I have negative way, negative dollars. And about 12 years ago, like I was living behind my mom's garage. Like, I was like, she's like, pay my bills. It was very embarrassing for a 30 year old. And I don't know, I just, like, put my. I stopped hanging out, my friends and I just put my nose to the grindstone and I, like, ran the business and, like, did what I had to do and grew the company. But until the exit and the exit was like. And it was unbelievable for me. It was like what I was waiting for. But at the same time, I didn't realize. I didn't realize it at the time. I thought about it. I didn't have that like the exact dollar amount written down, like in my notepad or anything. But I did have like some like, inkling of, all right, if this number comes across like my desk, I'll probably like, I'll cash out a little. So. It's been it's been great ever since.

I was in the coffee business for ten years. I 12 years. But I owned on Deathwish Coffee and I was the founder and I sold the company last in 2021 also because I'm like like some people here maybe, I don't know, I was broke. I was like, I have negative way, negative dollars. And about 12 years ago, like I was living behind my mom's garage. Like, I was like, she's like, pay my bills. It was very embarrassing for a 30 year old. And I don't know, I just, like, put my. I stopped hanging out, my friends and I just put my nose to the grindstone and I, like, ran the business and, like, did what I had to do and grew the company. But until the exit and the exit was like. And it was unbelievable for me. It was like what I was waiting for. But at the same time, I didn't realize. I didn't realize it at the time. I thought about it. I didn't have that like the exact dollar amount written down, like in my notepad or anything. But I did have like some like, inkling of, all right, if this number comes across like my desk, I'll probably like, I'll cash out a little. So. It's been it's been great ever since.

So. So did somebody come to you and say, hey, we want to buy your coffee or did you decide to shop it?

So. So did somebody come to you and say, hey, we want to buy your coffee or did you decide to shop it?

Good question. So I started getting annual evaluations of my company about three years prior just to see like and it wasn't until like, see what the company was worth. It wasn't or slightly an ego thing. Also slightly a. How do I make my business better? How do I make my business, like, more valuable? And that's what they told me. They're like, okay, Mike, here's where your business is at and here's what you can do to make it more valuable. So and I took those considerations. And I and I structure my business to. To basically did what they told me. I'm great to following directions, which is awesome. Also, if if I can give anyone anywhere device just follow directions it's if listen listen listen to Brandon like I wish I wish I like found Brandon like before I started like Deathwish because it would I have sold it for a billion just love rebellions but it's just following directions and. I guess what I'm saying is. That I did not. Well. Yeah, it was a it was a lot of. It was a good time for it was a good time to sell a business in 2021.

Good question. So I started getting annual evaluations of my company about three years prior just to see like and it wasn't until like, see what the company was worth. It wasn't or slightly an ego thing. Also slightly a. How do I make my business better? How do I make my business, like, more valuable? And that's what they told me. They're like, okay, Mike, here's where your business is at and here's what you can do to make it more valuable. So and I took those considerations. And I and I structure my business to. To basically did what they told me. I'm great to following directions, which is awesome. Also, if if I can give anyone anywhere device just follow directions it's if listen listen listen to Brandon like I wish I wish I like found Brandon like before I started like Deathwish because it would I have sold it for a billion just love rebellions but it's just following directions and. I guess what I'm saying is. That I did not. Well. Yeah, it was a it was a lot of. It was a good time for it was a good time to sell a business in 2021.

So do you. So you start one coffee shop. How did you get it going?

So do you. So you start one coffee shop. How did you get it going?

Yeah. So as an accountant for the New York State. Horrible job for a while. And I went to school for accounting. Decided I quit my accounting job and hung on coffee shops with all the other losers there. I'm like, I can run one of these things. So I started a coffee shop and man, I like ran that place into the ground. Like, give me like a great, great thing and let me ruin it. And I did. But while running, I did learn a lot like lessons about business in terms of like. How to treat the customer, how to like what they're asking for. Like don't give them like a thousand options. Like, let's just keep it simple and. Once I finally heard what they were asking for. I gave it to them. So every every customer became was like, Mike, give me a cup of your strongest coffee is like. What? What do you mean? Like, what do you mean? Your strongest club? Like, do you want the most caffeinated coffee? Do you want the strong. Do you want like, something that taste strong? Do you want like something dark? Do you want like. I don't know. So once I found like zero that in, I'm like, I can't believe no one's like, marketing this right now or like, trying to sell the world's strongest coffee. So that's what I did. I'm like, all right. I being in the coffee world and running my coffee business into the ground, I knew like because I do constantly study, I do constantly like work on myself and work on like the business. It's not like it's everyday I did find out, like what the strongest beans are like, what the. And what the coffee beans are that like. The coffee industry is looking down upon. And at the time they're all looking down on this robusta bean, which honestly is the best coffee we had on the planet. But the whole coffee industry fucking hated it. So it was like one of these things where I was like, Oh, I have a coffee bean nobody wants. It doesn't cost anything. It's like so cheap. So but it has more caffeine, it tastes stronger, It's easier to grow, It's better for the environment, it's more organic. It's like it had all those like, positive qualities that like, you would want in a in a in any product you're like putting in your body. So I basically grabbed it, took hold of it when no one else would and like blew it up and like, made it like, this is my coffee, this is my like, that's where coffee roasting is. Coffee. Like. And I can't believe how many people like resonated with that. Also, I called it Deathwish Coffee because. So people asked you this like, why don't you call Deathwish Coffee? And it's like, Well. I had a coffee shop. It was called Saratoga Coffee Traders, and I wasn't very inspired to work on it. Once I called it Deathwish Coffee like it woke me up every day. And I every day I woke up and I wanted to work on it. Like I have so much energy. Still want to hear the brand, like the brand name. So if you're like, have something. That's why I love Grant do and you brand new like with the ten x I'm excited you want to hear that man So excited. Sorry I'm like in a million different directions, but you know what I'm saying.

Yeah. So as an accountant for the New York State. Horrible job for a while. And I went to school for accounting. Decided I quit my accounting job and hung on coffee shops with all the other losers there. I'm like, I can run one of these things. So I started a coffee shop and man, I like ran that place into the ground. Like, give me like a great, great thing and let me ruin it. And I did. But while running, I did learn a lot like lessons about business in terms of like. How to treat the customer, how to like what they're asking for. Like don't give them like a thousand options. Like, let's just keep it simple and. Once I finally heard what they were asking for. I gave it to them. So every every customer became was like, Mike, give me a cup of your strongest coffee is like. What? What do you mean? Like, what do you mean? Your strongest club? Like, do you want the most caffeinated coffee? Do you want the strong. Do you want like, something that taste strong? Do you want like something dark? Do you want like. I don't know. So once I found like zero that in, I'm like, I can't believe no one's like, marketing this right now or like, trying to sell the world's strongest coffee. So that's what I did. I'm like, all right. I being in the coffee world and running my coffee business into the ground, I knew like because I do constantly study, I do constantly like work on myself and work on like the business. It's not like it's everyday I did find out, like what the strongest beans are like, what the. And what the coffee beans are that like. The coffee industry is looking down upon. And at the time they're all looking down on this robusta bean, which honestly is the best coffee we had on the planet. But the whole coffee industry fucking hated it. So it was like one of these things where I was like, Oh, I have a coffee bean nobody wants. It doesn't cost anything. It's like so cheap. So but it has more caffeine, it tastes stronger, It's easier to grow, It's better for the environment, it's more organic. It's like it had all those like, positive qualities that like, you would want in a in a in any product you're like putting in your body. So I basically grabbed it, took hold of it when no one else would and like blew it up and like, made it like, this is my coffee, this is my like, that's where coffee roasting is. Coffee. Like. And I can't believe how many people like resonated with that. Also, I called it Deathwish Coffee because. So people asked you this like, why don't you call Deathwish Coffee? And it's like, Well. I had a coffee shop. It was called Saratoga Coffee Traders, and I wasn't very inspired to work on it. Once I called it Deathwish Coffee like it woke me up every day. And I every day I woke up and I wanted to work on it. Like I have so much energy. Still want to hear the brand, like the brand name. So if you're like, have something. That's why I love Grant do and you brand new like with the ten x I'm excited you want to hear that man So excited. Sorry I'm like in a million different directions, but you know what I'm saying.

So. So you so literally you took your coffee shop that was failing? Yeah. You honed in on this one product and you said, I'm just going to own that space in the world. Yeah. Created a cool brand. Like, honestly, Deathwish coffee just sounds badass, right? I was trying to figure out how to use that brand in some of our health products, but I couldn't figure out how to put the two together.

So. So you so literally you took your coffee shop that was failing? Yeah. You honed in on this one product and you said, I'm just going to own that space in the world. Yeah. Created a cool brand. Like, honestly, Deathwish coffee just sounds badass, right? I was trying to figure out how to use that brand in some of our health products, but I couldn't figure out how to put the two together.

I have so many ideas. Ideas are yes, So.

I have so many ideas. Ideas are yes, So.

So look. So. So it took a problematic business. Listen to his customers. When I saw an opportunity in the marketplace and literally took something that nobody else wanted. Created the brand known domain on it, figured out how to sell it online. And and so by the time you sold, how many stores did you have versus what your revenue were from online sales?

So look. So. So it took a problematic business. Listen to his customers. When I saw an opportunity in the marketplace and literally took something that nobody else wanted. Created the brand known domain on it, figured out how to sell it online. And and so by the time you sold, how many stores did you have versus what your revenue were from online sales?

Honestly, I here's like one of the things that like I. Underestimated. I didn't underestimate how powerful. Having your. Business where people are buying is, you know what I mean? Like, I was selling online for a while. I was like, Yeah, sweet. Like I'm making like 20 or $30 million. I'm not making revenue like profit, but profit is pretty good too. But I was like doing like 20 or 30, $40 million. But it was like once we got into Walmart. Holy shit. Like Walmart is. First of all, I've never dealt with a more fair like company in my life. Like, I love them. They're like the third best and like, they're so massive. You know, my people go to Walmart, I don't know, but resold so much, so much coffee and we still aren't like in Walmart. It's unbelievable. And same thing with Amazon. We sell so much shit on Amazon. It's like one of those things like get in front where you're where your customers shopping. Be there. You got to get there because guess what? If you're like trying to like, work on like the, I don't know, on the outskirts of where your customers are shopping, like you're not going to make any money. You need to like be and you need to be on Main Street. You need to be in like Broadway. You need to be on like it's all location. And that's. Wow. So powerful.

Honestly, I here's like one of the things that like I. Underestimated. I didn't underestimate how powerful. Having your. Business where people are buying is, you know what I mean? Like, I was selling online for a while. I was like, Yeah, sweet. Like I'm making like 20 or $30 million. I'm not making revenue like profit, but profit is pretty good too. But I was like doing like 20 or 30, $40 million. But it was like once we got into Walmart. Holy shit. Like Walmart is. First of all, I've never dealt with a more fair like company in my life. Like, I love them. They're like the third best and like, they're so massive. You know, my people go to Walmart, I don't know, but resold so much, so much coffee and we still aren't like in Walmart. It's unbelievable. And same thing with Amazon. We sell so much shit on Amazon. It's like one of those things like get in front where you're where your customers shopping. Be there. You got to get there because guess what? If you're like trying to like, work on like the, I don't know, on the outskirts of where your customers are shopping, like you're not going to make any money. You need to like be and you need to be on Main Street. You need to be in like Broadway. You need to be on like it's all location. And that's. Wow. So powerful.

So all of a sudden it starts taking off.

So all of a sudden it starts taking off.

Taking off.

Taking off.

What were your revenues that you sold?

What were your revenues that you sold?

I think 60 million. 60 million. I sold I still had a good time to like. Like, the multiples are, like, super high.

I think 60 million. 60 million. I sold I still had a good time to like. Like, the multiples are, like, super high.

Yeah, It sounds like.

Yeah, It sounds like.

You got 20, 21.

You got 20, 21.

Or 60 million. Yeah. So you sold it five times revenue. Six times revenue?

Or 60 million. Yeah. So you sold it five times revenue. Six times revenue?

Yeah. As well. And I'm not the smartest guy, you guys. But I have a big belief system. Like, it is, like, non-stop. Like every. I mean, you everyone who's talked to me here, like, you guys know where my head's at because I'm always, like, thinking about the next thing. And I'm always like, big belief. Let's go. Let's get it accomplished. Because I don't know. It's there's no limits here. There's no rules in this world. There's no rules. We're just. What is going.

Yeah. As well. And I'm not the smartest guy, you guys. But I have a big belief system. Like, it is, like, non-stop. Like every. I mean, you everyone who's talked to me here, like, you guys know where my head's at because I'm always, like, thinking about the next thing. And I'm always like, big belief. Let's go. Let's get it accomplished. Because I don't know. It's there's no limits here. There's no rules in this world. There's no rules. We're just. What is going.

So you can see when you're when did you do the assessment? What's your name? Badge. Let me look at it.

So you can see when you're when did you do the assessment? What's your name? Badge. Let me look at it.

My three.

My three.

Hours. Yeah.

Hours. Yeah.

Your three. Yeah, I'm I'm not. I'm very high on the analyzer side. I'm very high in the driver's side. It makes total sense. And it's. And it's a curse. It's a blessing and a curse because I'm always doubting myself. I'm always like, Oh, we have to do all this. And then it's like, let's go. But I'm like, Let's figure it out first. That's like such like, honestly, my girlfriend hates me and it's very stressful. I don't say that.

Your three. Yeah, I'm I'm not. I'm very high on the analyzer side. I'm very high in the driver's side. It makes total sense. And it's. And it's a curse. It's a blessing and a curse because I'm always doubting myself. I'm always like, Oh, we have to do all this. And then it's like, let's go. But I'm like, Let's figure it out first. That's like such like, honestly, my girlfriend hates me and it's very stressful. I don't say that.

Right? So he's got guys. So he and I have a call and I see he's at like a campground and I see a satellite disc behind him and I'm like, Where are you? He goes, I'm a little nowhere, but this. The startling thing is amazing, and it works better than Wi-Fi at home. And I go, What are you doing? Oh, for the next month or two, we're just going to go and stay in all these parks and go. And I'm like, uh, I said, Well, I'll see you in Arizona. And. And I hung up the phone and I said, I'll bet you by the time he gets to Arizona he ain't staying in a trailer, parks or something. And so that was true. I see him when I'm like, Hey, man, how are the parks going to go? So I bailed on out a couple of weeks ago.

Right? So he's got guys. So he and I have a call and I see he's at like a campground and I see a satellite disc behind him and I'm like, Where are you? He goes, I'm a little nowhere, but this. The startling thing is amazing, and it works better than Wi-Fi at home. And I go, What are you doing? Oh, for the next month or two, we're just going to go and stay in all these parks and go. And I'm like, uh, I said, Well, I'll see you in Arizona. And. And I hung up the phone and I said, I'll bet you by the time he gets to Arizona he ain't staying in a trailer, parks or something. And so that was true. I see him when I'm like, Hey, man, how are the parks going to go? So I bailed on out a couple of weeks ago.

It was, yeah. Okay. Yes, this is. This is a very true story. And how long.

It was, yeah. Okay. Yes, this is. This is a very true story. And how long.

Did you make it?

Did you make it?

Like a month. It's pretty good, right? With a with a girl and two dogs like my girl, two dogs and a camper. Like, I need my space. I need my space. It's. Everyone does.

Like a month. It's pretty good, right? With a with a girl and two dogs like my girl, two dogs and a camper. Like, I need my space. I need my space. It's. Everyone does.

So what's life after the deal for you? Like, all of a sudden, you know, you go from totally broke. To to now.

So what's life after the deal for you? Like, all of a sudden, you know, you go from totally broke. To to now.

You have.

You have.

Now you have more money than you probably ever dreamed of having. His Your mom still alive?

Now you have more money than you probably ever dreamed of having. His Your mom still alive?

Yeah, she is.

Yeah, she is.

Is she like is she like you owe me rent for staying in the back? No.

Is she like is she like you owe me rent for staying in the back? No.

Like I try to give her money. She doesn't want it. She's like, no, I got my security. She's sweet. She's like, the sweetest woman. But yeah, no, I have, like, a lot of money, a lot of time vacation. I want sweet house, lots of cars, like, all like dumb shit, but, like, it doesn't for me. Like, the reason I don't know if you guys know is the reason I reached out to Brandon is because after a year of fucking around with, like, dumb money, I was like, I was so unfulfilled. I most wanted, I. I just. I. I'm a business person. Like, I need it. I. What you guys teach and learn here is it might as well be gospel because it's like my church. This is what I go to. This is what, like, brings me back to like the to being like, I don't know, like a human in a way, just because it's such. It's what? I mean, it's me, I guess, in a way. I'm talking around a lot. Let me try to say. Let me start to say that clearer. I'm not great with words, by the way. I really missed not having something going on in my life when I did not have the business. Working on the business is. It brings. So I actually bought a business because I didn't have my business and I'm working on it every day and it doesn't make any money, but it brings so much joy to my heart because I'm helping others and I'm like and I do feel like that it keeps you in the game, you know? Imagine if you're like a professional athlete, right? And like, guess what? Like, you're not Jordan. Obviously, I'm not him. But like, let's say you're a professional athlete and then you retire. I imagine they're going through the same mental things that I did when I like sold my business and then I needed to get back into it on some level.

Like I try to give her money. She doesn't want it. She's like, no, I got my security. She's sweet. She's like, the sweetest woman. But yeah, no, I have, like, a lot of money, a lot of time vacation. I want sweet house, lots of cars, like, all like dumb shit, but, like, it doesn't for me. Like, the reason I don't know if you guys know is the reason I reached out to Brandon is because after a year of fucking around with, like, dumb money, I was like, I was so unfulfilled. I most wanted, I. I just. I. I'm a business person. Like, I need it. I. What you guys teach and learn here is it might as well be gospel because it's like my church. This is what I go to. This is what, like, brings me back to like the to being like, I don't know, like a human in a way, just because it's such. It's what? I mean, it's me, I guess, in a way. I'm talking around a lot. Let me try to say. Let me start to say that clearer. I'm not great with words, by the way. I really missed not having something going on in my life when I did not have the business. Working on the business is. It brings. So I actually bought a business because I didn't have my business and I'm working on it every day and it doesn't make any money, but it brings so much joy to my heart because I'm helping others and I'm like and I do feel like that it keeps you in the game, you know? Imagine if you're like a professional athlete, right? And like, guess what? Like, you're not Jordan. Obviously, I'm not him. But like, let's say you're a professional athlete and then you retire. I imagine they're going through the same mental things that I did when I like sold my business and then I needed to get back into it on some level.

And I think when I met you, you said I saw a video you did, Brandon, where you talked about after you sold your business, you hit an all new low and you had to find something to replace it because you're just spending money. And it was it wasn't fulfilling anything because the thing that really fulfilled me was building and impacting lives. And you came to a bootcamp. Nobody even knew who you were. And then somebody said, Hey, this guy wants to meet you. And you're like, I came here specifically to talk to you.

And I think when I met you, you said I saw a video you did, Brandon, where you talked about after you sold your business, you hit an all new low and you had to find something to replace it because you're just spending money. And it was it wasn't fulfilling anything because the thing that really fulfilled me was building and impacting lives. And you came to a bootcamp. Nobody even knew who you were. And then somebody said, Hey, this guy wants to meet you. And you're like, I came here specifically to talk to you.

Yeah, I mean. You know, once you've like ran the course like ten years. I devoted my life to, like, running a business. You know, when you see someone speak. If they're talking the truth or not. And I've watched like I've been through the game, like I have been all I've been all the Tony Robbins courses, I've been all the Gary Vee things like I met all whatever. Everyone who was like like paid a lot of money to get their name out there. I've been like, I've been there. I've been on the course like Brandon, you like dude, you speak the truth. And it's not like it's. And it hits It hit me on a level. I was like, Oh. He knows what he's talking about. Finally, finally, I found someone like. So this. This is like. So I had like, my whole one of my this was like my plan after I like so my business. I was going to take everything I learned because I take meticulous notes and I read a ton of books. Like my library is nuts. And every book has like underlines and like fucking tabs in all those books. And I was just like, I'm just going to write the best business book ever. And I watched Brandon and I started like, listening to you or you're teaching. I'm like, And he put it together. Brandon You put together so much better than I ever would. And I was like disheartened that at one point I was just like, Fuck, Like he already did it, like he's God. But at the same time I'm like, He's my guy. He's my guy from now on, You know what I mean? Like, I wanted to be the guy, but whatever. He's the guy. Like, I was just following.

Yeah, I mean. You know, once you've like ran the course like ten years. I devoted my life to, like, running a business. You know, when you see someone speak. If they're talking the truth or not. And I've watched like I've been through the game, like I have been all I've been all the Tony Robbins courses, I've been all the Gary Vee things like I met all whatever. Everyone who was like like paid a lot of money to get their name out there. I've been like, I've been there. I've been on the course like Brandon, you like dude, you speak the truth. And it's not like it's. And it hits It hit me on a level. I was like, Oh. He knows what he's talking about. Finally, finally, I found someone like. So this. This is like. So I had like, my whole one of my this was like my plan after I like so my business. I was going to take everything I learned because I take meticulous notes and I read a ton of books. Like my library is nuts. And every book has like underlines and like fucking tabs in all those books. And I was just like, I'm just going to write the best business book ever. And I watched Brandon and I started like, listening to you or you're teaching. I'm like, And he put it together. Brandon You put together so much better than I ever would. And I was like disheartened that at one point I was just like, Fuck, Like he already did it, like he's God. But at the same time I'm like, He's my guy. He's my guy from now on, You know what I mean? Like, I wanted to be the guy, but whatever. He's the guy. Like, I was just following.

So you guys here when I say, you know, because he just said it and we've never had this conversation, but when I started listening to Grant, I'm like, okay. It's like it's like being a world class piano tuner. When you hear when you walk in a room and you hear one tone or one, what do they call it? One, one note. You'll know if that piano is tuned, right? You don't need to listen to a whole bunch of notes, just one note and be like, It's in or it's out or it's close or it's off. And when you actually this is why when I say to you guys, there's a lot of people that talk about it and a lot of professors pretend like they're going to teach on it and all these things. But the truth is, if you've never done it. It isn't the big idea that works or doesn't work. It's the little granular nuances. At some point in time that you're going to encounter at each one of those break points where you have to make a really good decision or you make a bad decision and you either catch yourself or you don't, and you either recover or you don't. And there are little tiny granular nuances that no one's going to tell you in advance. Oh, by the way, these these are the things that are probably going to happen. And so when someone's like, oh, build $1 billion business and and blah, blah, blah, you know, you can tell right away if they're full of shit. Based on the words they're using. And if they've ever done it or not done it. So. Appreciate you saying that. You started watching and you're like, I can tell by what he's saying. He's been there and he's done it. And I went on the same journey because I listened to the Tony Robbins stuff, the Gary Vee, because when Natalie put a list of the top ten influencers together and said, Hey, you know, maybe somebody in this influential category, the only person that I found that actually spoke business truth with specificity relative to components was Grant with marketing and sales. And I'm like, okay, he's got that nailed that when I went to Growth Con, he had other people talking about all the other things. And that's where my epiphany was, is that he doesn't do all those other things. So if I do those eight things and he does the two, we'll have 100% of everything. And, and that's what propelled me into partnering with Grant. And so. You can see now I'm starting to bring some friends in that I've developed relationships with. With Ken yesterday. With Mike today.

So you guys here when I say, you know, because he just said it and we've never had this conversation, but when I started listening to Grant, I'm like, okay. It's like it's like being a world class piano tuner. When you hear when you walk in a room and you hear one tone or one, what do they call it? One, one note. You'll know if that piano is tuned, right? You don't need to listen to a whole bunch of notes, just one note and be like, It's in or it's out or it's close or it's off. And when you actually this is why when I say to you guys, there's a lot of people that talk about it and a lot of professors pretend like they're going to teach on it and all these things. But the truth is, if you've never done it. It isn't the big idea that works or doesn't work. It's the little granular nuances. At some point in time that you're going to encounter at each one of those break points where you have to make a really good decision or you make a bad decision and you either catch yourself or you don't, and you either recover or you don't. And there are little tiny granular nuances that no one's going to tell you in advance. Oh, by the way, these these are the things that are probably going to happen. And so when someone's like, oh, build $1 billion business and and blah, blah, blah, you know, you can tell right away if they're full of shit. Based on the words they're using. And if they've ever done it or not done it. So. Appreciate you saying that. You started watching and you're like, I can tell by what he's saying. He's been there and he's done it. And I went on the same journey because I listened to the Tony Robbins stuff, the Gary Vee, because when Natalie put a list of the top ten influencers together and said, Hey, you know, maybe somebody in this influential category, the only person that I found that actually spoke business truth with specificity relative to components was Grant with marketing and sales. And I'm like, okay, he's got that nailed that when I went to Growth Con, he had other people talking about all the other things. And that's where my epiphany was, is that he doesn't do all those other things. So if I do those eight things and he does the two, we'll have 100% of everything. And, and that's what propelled me into partnering with Grant. And so. You can see now I'm starting to bring some friends in that I've developed relationships with. With Ken yesterday. With Mike today.

Ken of school is awesome.

Ken of school is awesome.

And he was like, Isn't he amazing?

And he was like, Isn't he amazing?

He's like a master class and like.

He's like a master class and like.

These are cool as a cat. He's he's. Yeah.

These are cool as a cat. He's he's. Yeah.

I don't know if we resonated, but he is cool calm.

I don't know if we resonated, but he is cool calm.

He said to him.

He said to him.

I'm.

I'm.

Crazy. He said I don't. You're just so calm and composed. There's different. I want you guys to meet all these different people that I have the privilege to me because you're going to meet people that are quirky. You're going to meet people that are, you know, crazy. You're going to meet people that are calm. You're going to meet people that are humble. You're going to meet people that are remarkably intellectual because those are the people I like to spend my time with all those people. Because really what it reinforces to me is there isn't a defined way. It's the resilience of the business owner to get creative. And to pursue greatness. And for him to be working a coffee shop that was busting but decide this ain't going to work, I got to figure something else out. Make a pivot to something that was actually easier than trying to serve 50 different coffees.

Crazy. He said I don't. You're just so calm and composed. There's different. I want you guys to meet all these different people that I have the privilege to me because you're going to meet people that are quirky. You're going to meet people that are, you know, crazy. You're going to meet people that are calm. You're going to meet people that are humble. You're going to meet people that are remarkably intellectual because those are the people I like to spend my time with all those people. Because really what it reinforces to me is there isn't a defined way. It's the resilience of the business owner to get creative. And to pursue greatness. And for him to be working a coffee shop that was busting but decide this ain't going to work, I got to figure something else out. Make a pivot to something that was actually easier than trying to serve 50 different coffees.

Right. So easy. So easy. Yes.

Right. So easy. So easy. Yes.

And you got known for it and it blew up.

And you got known for it and it blew up.

I mean, I wouldn't say it's so easy. I mean, it took a lot of work, but thinking back, it's like, yeah, there's like a handful of steps that you guys I mean, you teach here, like. It's like, just do the just. Just do it. Just copy it. Copy. You guys are teaching. Follow the directions. And that's what I'm probably the best at is. Putting my nose like in my books and like, following directions, like just doing what people tell me to do.

I mean, I wouldn't say it's so easy. I mean, it took a lot of work, but thinking back, it's like, yeah, there's like a handful of steps that you guys I mean, you teach here, like. It's like, just do the just. Just do it. Just copy it. Copy. You guys are teaching. Follow the directions. And that's what I'm probably the best at is. Putting my nose like in my books and like, following directions, like just doing what people tell me to do.

And it works well from a business standpoint. What were some of your most impactful or favorite books?

And it works well from a business standpoint. What were some of your most impactful or favorite books?

Ooh, that's a great one. So there's one called the. Called like I'm Brian I can't get the the title of it right but it's called. Something like gazelles or something like. Not massive growth, but like. It's like the gazelles group or something. Scalia Thank you so much. Scalia. Yeah, the gazelles dude. Follow that. That's priceless. Jim Collins A good degree.

Ooh, that's a great one. So there's one called the. Called like I'm Brian I can't get the the title of it right but it's called. Something like gazelles or something like. Not massive growth, but like. It's like the gazelles group or something. Scalia Thank you so much. Scalia. Yeah, the gazelles dude. Follow that. That's priceless. Jim Collins A good degree.

That's so that was my go.

That's so that was my go.

To easy.

To easy.

Like the, the just stunning the whole good a great great by choice how the mighty fall the flywheel all those business concepts were for me it's kind of what him and Maxwell pushing it together hey give me.

Like the, the just stunning the whole good a great great by choice how the mighty fall the flywheel all those business concepts were for me it's kind of what him and Maxwell pushing it together hey give me.

A system like a lot of those systems work and don't go around. There's like, you don't have to follow up. There's more than one way to to succeed in business. And that's why, like now that I have the private equity group running the company, it's like. Sometimes I'm like, Oh fuck, I wouldn't do that. But it's working. It's working. There's more than one way to do it. As long as I think their principles are sound and they're like following honestly, Brain is teaching the principles they're in the they're in their in their in the course or in the BMP. Like, I've been going through it and I was like, I wish I had this. I wish I had this before. So I'm sorry, I'm getting emotional again. I wish I had this before because, man, it would help me out so much. So many like tears and so many days and so many like arguments I had on my team. Man, if I would have had what you guys are learning right now beforehand, fuck, it would be so much easier. Don't get me wrong, I'm okay, but it would have been easier.

A system like a lot of those systems work and don't go around. There's like, you don't have to follow up. There's more than one way to to succeed in business. And that's why, like now that I have the private equity group running the company, it's like. Sometimes I'm like, Oh fuck, I wouldn't do that. But it's working. It's working. There's more than one way to do it. As long as I think their principles are sound and they're like following honestly, Brain is teaching the principles they're in the they're in their in their in the course or in the BMP. Like, I've been going through it and I was like, I wish I had this. I wish I had this before. So I'm sorry, I'm getting emotional again. I wish I had this before because, man, it would help me out so much. So many like tears and so many days and so many like arguments I had on my team. Man, if I would have had what you guys are learning right now beforehand, fuck, it would be so much easier. Don't get me wrong, I'm okay, but it would have been easier.

Yeah. Question.

Yeah. Question.

Yeah. Hi, Michael. So impressive. Exit 100%. I want to ask about the buyer. So the buyer had to see something way, way bigger, you know, in your company to pay five times. It's it's a less, you know, valuation, right. Five times revenue. So that means we saw something. Are we trying to go to the multi-billion dollar brand or.

Yeah. Hi, Michael. So impressive. Exit 100%. I want to ask about the buyer. So the buyer had to see something way, way bigger, you know, in your company to pay five times. It's it's a less, you know, valuation, right. Five times revenue. So that means we saw something. Are we trying to go to the multi-billion dollar brand or.

Something like that? Yeah, I'd like to say with my personality, like I made them on the you know, I met him. I gave him like they saw my team, they saw me. But honestly, we because we had those early valuations done and because I was given. Things basically a to do list of like how to make my business look more, not look even be more valuable. And I just did those things. So, so when I finally started talking to the buyers, it wasn't like it was like a three years, three years coming in a way. And what I mean by that is I had already like my accounting is, was so sound like my analytics, like unbelievable. Like I knew every number from the in the company like I only focused I'm very good at like with I was an accountant beforehand I'm very good at numbers. I'm very good with analytics and very good with like that's all I do right now from this other company. And it's. I geek out on it. So they like saw that what they probably saw. Where the weakness is because you want to like, how do I say so? You don't want to like. It was. I wasn't the best company in the world, obviously. But they saw opportunity for growth. And I think if you like, you give them a great company with opportunity for growth like that to them is just like. I'm trying to think of a good word that's not pervasive. That made them very happy.

Something like that? Yeah, I'd like to say with my personality, like I made them on the you know, I met him. I gave him like they saw my team, they saw me. But honestly, we because we had those early valuations done and because I was given. Things basically a to do list of like how to make my business look more, not look even be more valuable. And I just did those things. So, so when I finally started talking to the buyers, it wasn't like it was like a three years, three years coming in a way. And what I mean by that is I had already like my accounting is, was so sound like my analytics, like unbelievable. Like I knew every number from the in the company like I only focused I'm very good at like with I was an accountant beforehand I'm very good at numbers. I'm very good with analytics and very good with like that's all I do right now from this other company. And it's. I geek out on it. So they like saw that what they probably saw. Where the weakness is because you want to like, how do I say so? You don't want to like. It was. I wasn't the best company in the world, obviously. But they saw opportunity for growth. And I think if you like, you give them a great company with opportunity for growth like that to them is just like. I'm trying to think of a good word that's not pervasive. That made them very happy.

Like so is that growth was kind of projected in your valuation reports or some type of analytics like what you projecting, like how fast the company can.

Like so is that growth was kind of projected in your valuation reports or some type of analytics like what you projecting, like how fast the company can.

Yeah. Yeah, yeah. So yes, exactly.

Yeah. Yeah, yeah. So yes, exactly.

And by the way, for all of you, I hope you're taking some notes here. When we platform your business, we do five different valuations. When you're in the strategic business unit, every year we revalue your business. Remember how you guys hear me talking about this? Because what it does is it starts drawing your attention to not just your income, because a lot of business owners are like, I went from paying myself $1 million to a million and a half dollars. They're not thinking about the fact that that extra half a million just created 3 to 5 million of equity value in their business. So all of a sudden you stop doing silly stuff and you start thinking about how do I grow my business by 10 million a year in value? And so you start asking people questions, quality of your questions, always. Determine the quality of your impact. So as you're as you're doing your revaluation and someone's giving you advice, here's what you need to put in place. Because the way you get a high value in a transaction is the more confidence that you can give to a buyer, the more money they're going to pay. So if you're running a dirty operation, they're going to pay you less because they know that there's a lot of problems. But if you have if you have and remember, I tell you guys, if you're if you're if you're documentations clean, if your numbers are solid, if your projections are being hit year over year, then when they come in, they're like, okay, you've hit your projections three years in a row. So we're going to project out ten years and we can see what this value of this company is going to be because we believe you versus randomizing like one year. We do. We work hard and we did 10,000,001 year. We kind of took a lot of vacations and we did 8.5 million. And then one year we decided to go to Europe for 90 days. So we did 6 million because we were just it's a lifestyle business. And then we went back to 8 million. And then you show someone this business that's like this and oh yeah, but we run our cars and our our boats and our guest homes and all of our vacations to the business and all our meals and, and we take cash out of the business. And buyers are like, you can't do that. Don't want any part of that. Because they know that the minute they buy you, you're not going to change your behavior. So super.

And by the way, for all of you, I hope you're taking some notes here. When we platform your business, we do five different valuations. When you're in the strategic business unit, every year we revalue your business. Remember how you guys hear me talking about this? Because what it does is it starts drawing your attention to not just your income, because a lot of business owners are like, I went from paying myself $1 million to a million and a half dollars. They're not thinking about the fact that that extra half a million just created 3 to 5 million of equity value in their business. So all of a sudden you stop doing silly stuff and you start thinking about how do I grow my business by 10 million a year in value? And so you start asking people questions, quality of your questions, always. Determine the quality of your impact. So as you're as you're doing your revaluation and someone's giving you advice, here's what you need to put in place. Because the way you get a high value in a transaction is the more confidence that you can give to a buyer, the more money they're going to pay. So if you're running a dirty operation, they're going to pay you less because they know that there's a lot of problems. But if you have if you have and remember, I tell you guys, if you're if you're if you're documentations clean, if your numbers are solid, if your projections are being hit year over year, then when they come in, they're like, okay, you've hit your projections three years in a row. So we're going to project out ten years and we can see what this value of this company is going to be because we believe you versus randomizing like one year. We do. We work hard and we did 10,000,001 year. We kind of took a lot of vacations and we did 8.5 million. And then one year we decided to go to Europe for 90 days. So we did 6 million because we were just it's a lifestyle business. And then we went back to 8 million. And then you show someone this business that's like this and oh yeah, but we run our cars and our our boats and our guest homes and all of our vacations to the business and all our meals and, and we take cash out of the business. And buyers are like, you can't do that. Don't want any part of that. Because they know that the minute they buy you, you're not going to change your behavior. So super.

Clean.

Clean.

Super clean.

Super clean.

And they check all that shit like I like. I got adult chicken pox during the whole process. What is that call? Yeah, the shingles. I was so stressed out because I was like, they ran. They run you through the wringer. It's not like.

And they check all that shit like I like. I got adult chicken pox during the whole process. What is that call? Yeah, the shingles. I was so stressed out because I was like, they ran. They run you through the wringer. It's not like.

Quality of earnings.

Quality of earnings.

Audit. It's like, not it's not like a, Oh, we believe you. It's like a get ready for your proctologist exam, whatever it is going like, it's fun.

Audit. It's like, not it's not like a, Oh, we believe you. It's like a get ready for your proctologist exam, whatever it is going like, it's fun.

While you're awake. Josie, can we get the camera to Jose or the camera? Sorry. That's good, dude. That's a good grip here. I have a question based around.

While you're awake. Josie, can we get the camera to Jose or the camera? Sorry. That's good, dude. That's a good grip here. I have a question based around.

Like, those big stores, like Walmart, Costco, things like that that you went into. They're awesome. Like, did you negotiate those deals where you like? How did that conversation go down and were you afraid of them leveraging you as a company? You know, ordering a bunch of product and then, you know.

Like, those big stores, like Walmart, Costco, things like that that you went into. They're awesome. Like, did you negotiate those deals where you like? How did that conversation go down and were you afraid of them leveraging you as a company? You know, ordering a bunch of product and then, you know.

Walmart is the best vendor I've ever dealt with in my entire life. And what I mean by that is like, they have they have this thing, they they have an open call every year or they like invite or you can you can even write yourself down to like Bennington and you can you can go down there and like meet with the buyers and they, they let you write your own check. And guess what if you. Because a lot of vendors do. If you were like, Oh my God, thank you for like, I want to like be in a 6000 or whatever. I don't know how many stores I got. I want to be in 3000 stores. You can't deliver. Yeah, they're going to like. They're going to like. I'm going to fuck you because. But you made the commitment like they let you make your own commitment. If you can, like, do it, do it. But if you can't. So we started in 300 stores, and then we moved to a thousand stores and we went to 2000. So. So it was like a progression. And they held our hands the whole way. Walmart is a great vendor. Honestly, I don't know how much stock on those guys, but they like. I love that company. They like they made they made our company in a.

Walmart is the best vendor I've ever dealt with in my entire life. And what I mean by that is like, they have they have this thing, they they have an open call every year or they like invite or you can you can even write yourself down to like Bennington and you can you can go down there and like meet with the buyers and they, they let you write your own check. And guess what if you. Because a lot of vendors do. If you were like, Oh my God, thank you for like, I want to like be in a 6000 or whatever. I don't know how many stores I got. I want to be in 3000 stores. You can't deliver. Yeah, they're going to like. They're going to like. I'm going to fuck you because. But you made the commitment like they let you make your own commitment. If you can, like, do it, do it. But if you can't. So we started in 300 stores, and then we moved to a thousand stores and we went to 2000. So. So it was like a progression. And they held our hands the whole way. Walmart is a great vendor. Honestly, I don't know how much stock on those guys, but they like. I love that company. They like they made they made our company in a.

Way, and they really changed because, you know, they went through they, they and Costco went through a period of time where they were saying they were predatory predators for small business because you'd show up because the people that would overpromise couldn't deliver, and then that would bankrupt the companies because they'd they'd say, you didn't deliver. So it was a contract and they'd either send the product back or they cut them off. And it was their only business because the bad business decisions. And so I always tell you guys it's okay to have it's okay to have Walmarts and Costcos, but you better have your shit in order. Yes. Because they'll eat you up and gobble you up and they'll equally spit you out if you don't. So fair.

Way, and they really changed because, you know, they went through they, they and Costco went through a period of time where they were saying they were predatory predators for small business because you'd show up because the people that would overpromise couldn't deliver, and then that would bankrupt the companies because they'd they'd say, you didn't deliver. So it was a contract and they'd either send the product back or they cut them off. And it was their only business because the bad business decisions. And so I always tell you guys it's okay to have it's okay to have Walmarts and Costcos, but you better have your shit in order. Yes. Because they'll eat you up and gobble you up and they'll equally spit you out if you don't. So fair.

They're so fair, though. I mean, it's it's like I think they're fair in terms of like, you agree to something if you can agree if you do it great. If you can't live up to your obligations and they hit you.

They're so fair, though. I mean, it's it's like I think they're fair in terms of like, you agree to something if you can agree if you do it great. If you can't live up to your obligations and they hit you.

You're in like my next guest. That's coming this afternoon because he was groomed by Sam Walton and then became the chief CEO of Sam's Club. And then he went on and he.

You're in like my next guest. That's coming this afternoon because he was groomed by Sam Walton and then became the chief CEO of Sam's Club. And then he went on and he.

Was a great person.

Was a great person.

That he. Yeah. So you like him. There's a question back here. And this is my buddy here from Washington State. They own a coffee business.

That he. Yeah. So you like him. There's a question back here. And this is my buddy here from Washington State. They own a coffee business.

We bought a failing coffee shop. Our first day of business was $68.

We bought a failing coffee shop. Our first day of business was $68.

You know, I love it. And now we're I can relate.

You know, I love it. And now we're I can relate.

We related with some of some of your stories, too, like, what are we doing here? Right. It was a side business. It was just, you know, something to do. It was cheap. Of course, it's $68 in sales. But my question specifically was, what point were you in business when you decided that, you know, getting your own canning equipment so that you could sell Cold Brew and sell other liquid drinks? Yeah. What what point in your business were you when you decided that that was something you should do? Revenue wise.

We related with some of some of your stories, too, like, what are we doing here? Right. It was a side business. It was just, you know, something to do. It was cheap. Of course, it's $68 in sales. But my question specifically was, what point were you in business when you decided that, you know, getting your own canning equipment so that you could sell Cold Brew and sell other liquid drinks? Yeah. What what point in your business were you when you decided that that was something you should do? Revenue wise.

Yeah. I mean the. The Cold War was a nightmare. The canning. Canning coffee is a nightmare for me.

Yeah. I mean the. The Cold War was a nightmare. The canning. Canning coffee is a nightmare for me.

That's why I'm asking. Yeah.

That's why I'm asking. Yeah.

It was nuts. I mean, just because, like, we had a we had a big ass recall, and I'm like, I don't know if. Have you ever had. I mean, if anyone here has ever had to go through a recall on a product, it sucks. Like every like Ellen's just like, you know, Ellen, like TV show host. She's, like, talking shit about me. And it's like one of those things. It's like, Oh, God, Like, so what point did we.

It was nuts. I mean, just because, like, we had a we had a big ass recall, and I'm like, I don't know if. Have you ever had. I mean, if anyone here has ever had to go through a recall on a product, it sucks. Like every like Ellen's just like, you know, Ellen, like TV show host. She's, like, talking shit about me. And it's like one of those things. It's like, Oh, God, Like, so what point did we.

Try everybody talk about her later? Yeah.

Try everybody talk about her later? Yeah.

What point did we like? What point did we decide to do?

What point did we like? What point did we decide to do?

Was it after you already had your dry products in?

Was it after you already had your dry products in?

Yeah.

Yeah.

Well, no, I think it was like in the middle. I had a very ambitious team and they were always just like tons of ideas. Right Idea, idea, idea. And I think, like, that was like, our biggest. I don't know. Hindrance. It's like, All right, guys, let's stop with all the all the ideas and let's just focus on what's making us money and get this get it done. Because at the end of the day, there's three things that, like, drove all of our profits. It was like bagged coffee and coffee mugs, believe it or not. And like, what else did the other one single serve cups like? The Cold Brew was the biggest fucking waste of money in terms of like all the money went out the door and nothing came. I mean, some came back, but not a lot. And it was like, what if I could, like, turn back the hands of time? But I would have never gone down that road because it's too expensive to ship. It's too heavy, You know, you can't, like, ship it anywhere. And. No, I mean. Yeah, beverage products are tough. I have a lot of, like, bad feelings about that. As you can tell.

Well, no, I think it was like in the middle. I had a very ambitious team and they were always just like tons of ideas. Right Idea, idea, idea. And I think, like, that was like, our biggest. I don't know. Hindrance. It's like, All right, guys, let's stop with all the all the ideas and let's just focus on what's making us money and get this get it done. Because at the end of the day, there's three things that, like, drove all of our profits. It was like bagged coffee and coffee mugs, believe it or not. And like, what else did the other one single serve cups like? The Cold Brew was the biggest fucking waste of money in terms of like all the money went out the door and nothing came. I mean, some came back, but not a lot. And it was like, what if I could, like, turn back the hands of time? But I would have never gone down that road because it's too expensive to ship. It's too heavy, You know, you can't, like, ship it anywhere. And. No, I mean. Yeah, beverage products are tough. I have a lot of, like, bad feelings about that. As you can tell.

My general manager has a question. So is that okay, Brandon? Yeah.

My general manager has a question. So is that okay, Brandon? Yeah.

Sorry. This is expensive.

Sorry. This is expensive.

Well, tell him a little bit. Explain to him how many locations and what your revenues are now. Okay.

Well, tell him a little bit. Explain to him how many locations and what your revenues are now. Okay.

We have eight locations. And we did our first franchise in December and we're at 10 million revenue. Right. You want to get to 125 and three locations.

We have eight locations. And we did our first franchise in December and we're at 10 million revenue. Right. You want to get to 125 and three locations.

Eight and you're doing 10 million. Yes.

Eight and you're doing 10 million. Yes.

Wow. We have two companies. We have our distribution center, our roastery and our bakery that is on one company and then the eight stores. So together combined, we're at 10 million this year. So my.

Wow. We have two companies. We have our distribution center, our roastery and our bakery that is on one company and then the eight stores. So together combined, we're at 10 million this year. So my.

Question, are you guys doing like a. Private label.

Question, are you guys doing like a. Private label.

Say that again.

Say that again.

Are you doing private label or you're.

Are you doing private label or you're.

We have red leaf organic coffee. You got it. Cool. Yeah. We have two that are private label. Got it. So my question, Michael, is, are you joining us for lunch today? And if so, can I make a reservation for three of us at your table?

We have red leaf organic coffee. You got it. Cool. Yeah. We have two that are private label. Got it. So my question, Michael, is, are you joining us for lunch today? And if so, can I make a reservation for three of us at your table?

Yeah.

Yeah.

Also you guys. Of course.

Also you guys. Of course.

Thank you.

Thank you.

Remember, we're partners, so no sidestepping. They actually they. My daughter literally goes to their location every single morning when I sent a picture. Hey, do you know these guys? She goes, I get my coffee there every morning.

Remember, we're partners, so no sidestepping. They actually they. My daughter literally goes to their location every single morning when I sent a picture. Hey, do you know these guys? She goes, I get my coffee there every morning.

That's awesome. Yeah.

That's awesome. Yeah.

I do miss it.

I do miss it.

Hey, I appreciate this so much.

Hey, I appreciate this so much.

When we had dinner at the last. You told me a story about you won some contest. It sounded like it was a big pivotal point. Oh, my God. Mean, it was you sharing that?

When we had dinner at the last. You told me a story about you won some contest. It sounded like it was a big pivotal point. Oh, my God. Mean, it was you sharing that?

Yes. I'm, like, the luckiest motherfucker I like not only. All right. I want a Super Bowl commercial, which was a big boost for my business. Like, I like I joined the I entered the small business big game competition with into a QuickBooks. Everyone's used into it. Everyone should use QuickBooks anyways, that's that's my side. But yes, so I went to super commercial, which is Wow man was like a $7 million commercial and I want it. I mean, during Super Bowl 50. But there is one lesson to be learned here. It's not just like entering the random competitions, but like we were 100% focused on winning this competition in terms of like all we had to do is get people to go to our voting link and vote for the company. But what we learned during that time is because we were so focused as a team to getting people to that voting link, like imagine your whole team aligned to one to do one thing and a simple thing not hard. Like your whole team. Everyone that's working with you is only for the whole year. Just focus on one thing and. Super Bowl commercial design, which is great. We did make a lot of money off of that, but our business grew probably it doubled before the Super Bowl commercial even hit, which is, wow, just because we are all like aligned and doing the the the right things, which is like promoting which grass is all the time promote as all we did. We just promoted it that whole year. Then answer it. He's writing.

Yes. I'm, like, the luckiest motherfucker I like not only. All right. I want a Super Bowl commercial, which was a big boost for my business. Like, I like I joined the I entered the small business big game competition with into a QuickBooks. Everyone's used into it. Everyone should use QuickBooks anyways, that's that's my side. But yes, so I went to super commercial, which is Wow man was like a $7 million commercial and I want it. I mean, during Super Bowl 50. But there is one lesson to be learned here. It's not just like entering the random competitions, but like we were 100% focused on winning this competition in terms of like all we had to do is get people to go to our voting link and vote for the company. But what we learned during that time is because we were so focused as a team to getting people to that voting link, like imagine your whole team aligned to one to do one thing and a simple thing not hard. Like your whole team. Everyone that's working with you is only for the whole year. Just focus on one thing and. Super Bowl commercial design, which is great. We did make a lot of money off of that, but our business grew probably it doubled before the Super Bowl commercial even hit, which is, wow, just because we are all like aligned and doing the the the right things, which is like promoting which grass is all the time promote as all we did. We just promoted it that whole year. Then answer it. He's writing.

He's taking his notes. So GLAAD said Promote, promote, promote.

He's taking his notes. So GLAAD said Promote, promote, promote.

That's all we did.

That's all we did.

Always be promoting until you get somebody's attention, right?

Always be promoting until you get somebody's attention, right?

It was.

It was.

Yeah.

Yeah.

I wish we could do it now. I've never been more angry when I see us not hit our numbers now. And I'm like. Or what action did we take? Because guess what? Usually it's less than we need to take. It's always action. There's always action items we could take to hit our numbers. And when we when we fall short, guess what? We didn't do enough action. We didn't do we didn't like set enough emails. We didn't send a text. We didn't like go out and beat people, businesses all just about like going out, introducing yourself. Hi here, this is. My name is Mike Brown. I sell Deathwish coffee or the world's strongest coffee and then making the ask, This is who I am. This is what I sell. Please buy my product. It's simple. That's it. Those two steps. Introduce yourself. Excuse me. And ask two two things. And if you do that more than your competitors, you'll win every time. Every time. And. I can't believe people don't understand. That sometimes frustrates. It frustrates me.

I wish we could do it now. I've never been more angry when I see us not hit our numbers now. And I'm like. Or what action did we take? Because guess what? Usually it's less than we need to take. It's always action. There's always action items we could take to hit our numbers. And when we when we fall short, guess what? We didn't do enough action. We didn't do we didn't like set enough emails. We didn't send a text. We didn't like go out and beat people, businesses all just about like going out, introducing yourself. Hi here, this is. My name is Mike Brown. I sell Deathwish coffee or the world's strongest coffee and then making the ask, This is who I am. This is what I sell. Please buy my product. It's simple. That's it. Those two steps. Introduce yourself. Excuse me. And ask two two things. And if you do that more than your competitors, you'll win every time. Every time. And. I can't believe people don't understand. That sometimes frustrates. It frustrates me.

Well, what happens, I think when business owners, they get under pressure and they start promoting what's wrong. Like, you could have spent all your time promoting that the coffee shop is going out of business and everything sucked and people don't want and it's hard to get the cold brew and everything's wrong and why would I do this? And I can be doing other things. And you get into this promotion of what's wrong and then all you can see is what's wrong.

Well, what happens, I think when business owners, they get under pressure and they start promoting what's wrong. Like, you could have spent all your time promoting that the coffee shop is going out of business and everything sucked and people don't want and it's hard to get the cold brew and everything's wrong and why would I do this? And I can be doing other things. And you get into this promotion of what's wrong and then all you can see is what's wrong.

Yeah, but imagine if just instead of that, you just walked. Let's say there's the Internet wasn't wasn't a thing. And I just walked around everyone's doorstep and I knocked on the door and introduced myself. I am like brown coffee. I have a coffee shop down the road. Nice to meet you. I would love if you were a customer of mine. Come on in. Like, if I did that, I'd still have a successful business. I know.

Yeah, but imagine if just instead of that, you just walked. Let's say there's the Internet wasn't wasn't a thing. And I just walked around everyone's doorstep and I knocked on the door and introduced myself. I am like brown coffee. I have a coffee shop down the road. Nice to meet you. I would love if you were a customer of mine. Come on in. Like, if I did that, I'd still have a successful business. I know.

I would see how simple.

I would see how simple.

So simple.

So simple.

And then you guys overthink it and you get to do that. Now here you get to do it now, here. Right? You can do it right here. And you can get people, thousands of people to see it, share it.

And then you guys overthink it and you get to do that. Now here you get to do it now, here. Right? You can do it right here. And you can get people, thousands of people to see it, share it.

Our.

Our.

Social media, the power of social media. So you notice the book I'm putting out the nine figure mindset. So I'm working on a trilogy. The next book that I'm already about halfway through is going to be think of like Traction or something like that. It's going to be kind of the operating system. It's going to it's going to break down the research. I did the studies on the different verticals that were went through consolidation, roll ups, some current trends in the marketplace, what we predicted ten years ago, what's happening today, and then it's going to go into from the break points, then it's going to go into the ten elements and then it's going to go through each ten elements, going to have about 12 specific things. In each ten elements, there'll be 120, it'll be those 120 things to get 125 million basically. And it's the how to. And then the third book that's going to come out because by the time that book comes out and we progress a little further, we will have created $1 billion valuation in this company. And my next book is going to be the ten figure mindset. So it's going to show how I got to the nine figure mindset and then how I progressed in the ten figure mindset. And so I'm going to own that space because it's like he said, there's so many bullshitters out there and I just feel like it's a completely free run right now. There is nobody that's painstakingly for 25 years figured out block by block, person by person, contribution by contribution, result by result, measurement by measurement. There's nobody in the marketplace, not one have I seen that has actually done anything like this, nor do they have the skill set to do it. Even when I signed up for How to Build a Unicorn business. Sponsored and produced by Wharton. So I go on the first thing, and it's being taught by a dentist with a $3 Million business.

Social media, the power of social media. So you notice the book I'm putting out the nine figure mindset. So I'm working on a trilogy. The next book that I'm already about halfway through is going to be think of like Traction or something like that. It's going to be kind of the operating system. It's going to it's going to break down the research. I did the studies on the different verticals that were went through consolidation, roll ups, some current trends in the marketplace, what we predicted ten years ago, what's happening today, and then it's going to go into from the break points, then it's going to go into the ten elements and then it's going to go through each ten elements, going to have about 12 specific things. In each ten elements, there'll be 120, it'll be those 120 things to get 125 million basically. And it's the how to. And then the third book that's going to come out because by the time that book comes out and we progress a little further, we will have created $1 billion valuation in this company. And my next book is going to be the ten figure mindset. So it's going to show how I got to the nine figure mindset and then how I progressed in the ten figure mindset. And so I'm going to own that space because it's like he said, there's so many bullshitters out there and I just feel like it's a completely free run right now. There is nobody that's painstakingly for 25 years figured out block by block, person by person, contribution by contribution, result by result, measurement by measurement. There's nobody in the marketplace, not one have I seen that has actually done anything like this, nor do they have the skill set to do it. Even when I signed up for How to Build a Unicorn business. Sponsored and produced by Wharton. So I go on the first thing, and it's being taught by a dentist with a $3 Million business.

Can I tell them about your like. How do you push my beliefs?

Can I tell them about your like. How do you push my beliefs?

Yeah. Tell em whatever you want.

Yeah. Tell em whatever you want.

Like.

Like.

So when I talk to Brandon sometimes, like, my beliefs are. Mean, you guys know, like. Like you, you basically, like, you're limited to your beliefs and. Some of that sounds like bullshit, but at the at the end of the day, there's so much truth to that. Every time I talk to Brandon, he's like, Mike. Stop, stop, stop, stop, stop. Where is your head? And he like. He takes my brain from like. Like, from this tiny shell. And he, like, blows it out. And, like, honestly, after I talked to him, like, free. I like, look at my notes for months. I'm like, oh, my God. Like. Sometimes. I don't know what he's talking about. Other times I'm like. It just. It just. It just brings, like, it makes me think bigger every single day. And I think if you, if you like, surround yourself with people who make you think bigger and and give you like the. View of what's the vision of what's possible? Like, really like it's life changing. So anyways, whenever I talked to him, that's what happens to me, which is a great experience. And so obviously that's why you guys are here. But yeah.