The argument in one line.
Business growth is bottlenecked less by tactics than by a founder's internal ceiling on what they believe they're worth, and the fastest way to raise that ceiling is to pay for direct access to people already living at the level you want to reach.
Read if. Skip if.
READ IF YOU ARE…
- You run a coaching, consulting, or agency business and keep hitting the same revenue ceiling month after month despite trying new tactics.
- You're weighing whether to pay for a mentor or mastermind and want to hear the financial case from someone who tracked the ROI.
- You want a structured way to find the ONE bottleneck in your business instead of trying to fix everything at once.
- You're curious how a single founder scaled from $1M to $13.5M a year and want the year-by-year mechanics.
SKIP IF…
- You're looking for tactical how-to on ads, funnels, or content — this is mindset and business-philosophy, not a step-by-step build.
- You're put off by heavy affirmation/manifestation framing — a chunk of lesson one leans hard into 'thermostat' mindset language.
The full version, fast.
A fitness-coach-turned-agency-owner who has done over $50M in sales compresses eleven years of lessons into seven numbered truths: your income is capped by what you subconsciously believe you're worth (the 'thermostat'); proximity to richer people accelerates belief faster than free information ever can; complacency after a win is the real business killer, not competition; every setback carries an equal seed of opportunity if you look for it (illustrated by a pandemic-era pivot to a low-ticket monthly offer); a business has exactly one constraint at a time and deserves 100% of your energy until it's solved; the cost of not knowing what's broken (he traces a $600,000 hidden ad-spend loss) always exceeds the cost of a mentor who can diagnose it; and real commitment means removing your own exit, the 'burn the boats' principle he illustrates with a $15,000 bet against his own company's cash flow. The throughline: tactics matter less than raising your internal ceiling and getting direct, paid access to people already operating at the level you want.
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00:00 – 06:29
01 · Set your money thermostat
Opens with his sales numbers, then argues income is capped by subconscious self-worth, illustrated with a Bali affirmation story and the 'thermostat' metaphor for resetting expectations year over year.
06:29 – 13:10
02 · Get in the room with richer people
Joining a mentorship program, flying to an event, and one conversation about a VA team that led to building his own 15-person virtual-assistant operation; argues paid information lands harder than free.
13:10 – 19:16
03 · Every level brings a new devil
Tells the story of his Instagram account being permanently disabled during a celebratory trip after a first $1M month, framing complacency, not competition, as the real threat at every business level.
19:16 – 24:26
04 · Adversity is a seed of opportunity
Uses a Napoleon Hill quote to frame the pandemic gym shutdowns as the opening for a new $300/month recurring offer that took the business from $100K to $500K a month in ten months.
24:26 – 32:27
05 · Find and destroy the one constraint
Uses a 'hose with a kink' metaphor to argue a business has exactly one bottleneck at a time, leads, bookings, show-rate, close-rate, or retention, and traces how his own company solved each constraint in sequence while scaling.
32:27 – 37:29
06 · The cost of ignorance vs. the cost of mentorship
Recounts hiring an ads mentor, discovering his ads team had hidden a roughly $600,000 loss over six months, and how the same mentorship later produced a $1.75M month.
37:29 – 44:12
07 · Burn the boats
Tells the story of pulling $15,000 owed to his fitness trainers to buy a mentorship program with thirty days to pay it back, ties it to Hernan Cortez burning his ships in Mexico, and explains the tattoo it earned him.
44:12 – 44:27
08 · Wrap and CTA
Recaps as 'the seven brutal truths about business and life' and asks viewers to like, comment, subscribe, and turn on notifications.
Lines worth screenshotting.
- You will never out-earn the amount of money you subconsciously believe you're worth, no matter which tactics you apply on top of that ceiling.
- Hitting a new income level once doesn't make it permanent — without deliberately resetting your internal 'temperature,' your business reverts to the old comfortable number.
- It took four straight years of failing to hit a self-set $10M target before the goal was finally reached — the target itself did the compounding work, not any single tactic.
- Cognitive dissonance between 'I want to make more money' and 'money doesn't grow on trees' (a belief absorbed from your upbringing) actively fights your own business growth from the inside.
- Paying for information you could get for free still changes how seriously your brain treats it — the same fact lands harder when it cost you something.
- A single one-off conversation with another attendee at a paid mastermind event led directly to building a 15-person virtual-assistant team booking 30 sales calls a day.
- Complacency, not competition, is described as the actual devil at every business level — an Instagram account with an entire revenue stream was permanently disabled during a week of post-win celebration.
- A business that has plateaued isn't standing still — it's moving backward, because algorithms, client expectations, and circumstances keep changing even while output doesn't.
- When COVID closed every gym, this business launched a $300/month, 12-month commitment offer within two weeks and grew from $100K/month to $500K/month in ten months.
- A business has exactly one constraint at any given time — the specific point where leads, bookings, show-rate, or close-rate breaks down — and deserves 100% of available energy until resolved, everything else is a distraction.
- Six months of hiding behind 'it's a blend of organic and paid' results turned out to mask a $600,000 loss once actual return-on-ad-spend numbers were finally demanded.
- The cost of not knowing what's wrong in your business is described as consistently greater than the cost of the mentor who could tell you — a $30,000/month mentor fee returned a $1.75M month within six months.
- Taking $15,000 out of a business account that was owed to contractors, with thirty days to replace it, is described as the forcing mechanism that got a struggling consulting offer off the ground.
- The 'burn the boats' framing traces to Hernan Cortez ordering his own ships destroyed on arrival in Mexico so retreat was never an option for his men.
- The business has grown 20-30% every single year since founding, a run attributed entirely to resetting personal expectations upward each year rather than any single growth tactic.
Your income ceiling is a belief you set, not a market limit
WHAT TO LEARN
Across seven stories from an eleven-year, $50M-plus track record, the through-line is that tactics only work up to the ceiling you subconsciously believe you deserve, and paid proximity to people past that ceiling raises it faster than free information ever will.
01Set your money thermostat
- Hitting a new revenue number once doesn't make it the new normal, without deliberately raising your expectation for what's 'yours,' behavior reverts to the old comfortable level.
- A belief absorbed from your upbringing about what money is or isn't for can silently fight every deliberate business decision you make, even when you consciously want more.
02Get in the room with richer people
- Paying for information changes how seriously you act on it, independent of whether the same facts were available for free.
- One unplanned conversation at a paid event or mastermind can be worth more than months of solo research, because it's specific, current, and directed at your exact problem.
03Every level brings a new devil
- The period right after your biggest win is the highest-risk moment for complacency, not the period during a struggle.
- A business that has stopped growing is not neutral, it is losing ground, because competitors, algorithms, and client expectations keep moving even while your output doesn't.
04Adversity is a seed of opportunity
- A widely-shared crisis (a pandemic, a platform ban, a market shift) is also a rare moment when everyone else pulls back, showing up anyway is a low-competition opportunity, not just a hardship to survive.
05Find and destroy the one constraint
- A business only has one true bottleneck at a time; fixing five things at 20% effort each is weaker than fixing the one real constraint at 100% effort.
06The cost of ignorance vs. the cost of mentorship
- Not tracking a specific metric (like return on ad spend, separated from organic results) can hide a large ongoing loss for months even while the business appears to be growing overall.
- The cost of a mentor is a known, bounded number; the cost of not knowing what's broken in your business is unbounded and often larger than people assume.
07Burn the boats
- Deliberately removing your own ability to quit or retreat, a forcing mechanism, not just motivation, is what separates a plan from a commitment.
Terms worth knowing.
- Cognitive dissonance
- A psychological state where two conflicting beliefs (e.g. 'I want to be rich' and 'money doesn't grow on trees') coexist in the mind and create internal resistance that undermines action.
- Constraint (business)
- The single specific point in a business's process, such as lead volume, call booking, or close rate, that is currently limiting growth, and therefore the only problem worth focusing on until it's fixed.
- Return on ad spend (ROAS)
- A ratio comparing revenue generated to money spent on advertising; without tracking it separately from organic sales, a business can be losing money on ads while appearing to grow.
- Burn the boats
- A commitment strategy, named for Hernan Cortez destroying his own ships on arrival in Mexico, of deliberately removing your own ability to retreat or quit so total effort becomes the only option.
Things they pointed at.
19:20bookThink and Grow Rich (Napoleon Hill)
06:49productTaki Moore mentorship program
11:42productJeremy Haynes (ads mentor)
09:11channelAlex Hormozi's YouTube channel (transcript renders the name as "Alex or Mozy," a near-certain mis-transcription)
Lines you could clip.
01:27
“You will never be able to out earn the amount of money that you believe that you are worth.”
13:19
“My Instagram account got disabled, it was actually permanently disabled, and it took about six to eight months to rebuild the momentum.”
24:48
“It's like a hose with a kink, just unkink the hose, you know. Stop focusing on everything else that has to do with the hose.”
34:02
“I realized I had spent six months of that year paying out, negative $600,000, because of my ignorance.”
37:42
“I got a boat in flames tattooed on my arm, that was me signaling I was burning the boats and prepared to do whatever it took.”
17:56
“Every level brings a new devil, and as soon as you feel like you've defeated the devil, he has already won.”
19:30
“The pandemic hit, and that was your opportunity to rebuild. Once you've lost everything, you're free to do anything.”
Word for word.
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metaphorstory
I've been in business for eleven years. I've done over $50,000,000 in sales. My current business, Pete Domination, is doing $1,500,000 a month, and I'm gonna compress all eleven years of my business experience into this one video.
The amount of money that you make is a direct reflection of what you believe that you are worth. I remember when I was first starting my online fitness coaching business and I wanted so bad to make more money, but no matter how hard I tried, there was just this resistance. And anytime I'd be posting on social media or trying to generate leads or trying to book sales calls, it's it's almost like I kept coming in up against this roadblock.
And I had no idea what the roadblock was. It's just for whatever reason I was plateaued and I couldn't break through. And it wasn't until I started taking my affirmations and my mindset game a lot more seriously.
And I remember one instance in Bali specifically where I had to make $5,000 in three weeks in order to survive a three week long trip because I'd run out of money when was on the trip. I was driving around on my little scooter in Bali and I was literally affirming to myself every day, all day, money comes to me frequently, easily, and effortlessly.
Money comes to me frequently, easily, and effortlessly. Money comes to me frequently, easily, and effortlessly. On that trip, I ended up making $5,000 in three weeks and that ended up teaching me something about the ability to focus on a specific number and then do everything in your power to believe that the number is already there.
I view this as, you know, when you walk into a house, uh, regardless of how hot or cold it is, all you need to do if you wanna change the temperature of the room is you and you adjust temperature. And when it comes to your mindset and your personal development and specifically the amount of money that you wanna make, the exact same principle applies.
If you wanna make more money, before you go out and you take action towards things that you're trying to do, first, you need to go to the thermostat and you need to change the temperature. Because regardless of what your temperature is currently set at, you will never be able to out earn the temperature that you set in the room.
More specifically, you will never be able to out earn the amount of money that you believe that you are worth. You might have breakout months and this would happen to me as well where my business would do extremely well in one month and and then I would tank the next month and I could never figure out why.
And the reason why is because I, my brain, my body, my nervous system was accustomed to the temperature that I'd set the room at. And so if I believed I was worth $10,000 a month and then one month my business hit 20,000 but I didn't adjust my expectations or the temperature in the room for that to be the new standard, then I would go back to $10,000 a month because that's where I was actually the most comfortable.
And even though I wanted to make more money, I also had this subconscious belief that I was only worth $10,000 a month.
So no matter the actions that I took, it's almost like every action that I took would lead back to the road where I was making $10,000 a month because that's where the temperature was set. And the more that I've progressed in business like every year that my business has has been operational, we have grown by 20 to 30% per year.
At first, we were doing a million dollars a year and then it was and then the next year we actually doubled. We did $2,500,000 and then the year after that we did 5,000,000 and then the year after that we did 7,000,000 and then the year after that we did 8,500,000 and then the year after that we did 10,000,000 we hit 10,000,000 on the nose, and then the year after that we hit 13.5.
Every year my business has grown by 20 to 30, sometimes even 40%. And when I look back and I reflect, I give 100% of the credit to the fact that every year I adjusted the temperature.
Every year I shifted my expectation of what I believed to be possible for myself.
And every year when I came into the year, I told myself that this was the year that I was gonna hit 10,000,000. And it took me four years of me setting that temperature at 10,000,000 for me to hit it, but on 12/29/2024, me and my business partner for the very first time, we hit $10,000,000 in a calendar year and we were so excited that we literally took our pants off, boxers on, and jumped head first into a snowbank.
Even though it took, you know, two years for my for my the rest of my body and my mind to catch up, I I adjusted the temperature and I set my mind on the target. And I think that people underestimate. They underestimate what happens when you set your mind on the target.
Most people when they adjust the temperature in the room, they're like, you know, I wanna make a $100,000 a month and then they give themselves six months to do it. And over the course of six months their business grows and scales, but it doesn't get to 100,000. And as soon as it doesn't get to 100,000, they're like, oh, I failed.
I failed. Whereas like if I think about what it took for me to get from 2,000,000 a year to 10,000,000 a year, it was like, dude, I failed year after year after year after year to get my business to 10,000,000, but every year, I was incrementally getting closer to the goal.
And so, when you adjust the temperature of the room, like if I walk into my house and it's 16 degrees and I wanted to get the room temperature to 22 because I wanted it hot, it's not like that temperature adjust immediately, like it takes time once you adjust the temperature for the for the room to adjust to the temperature that you set.
And so, when you're, you know, working on your mindset and you're starting to believe that you're worth more money, it takes time. The way that I view it is like, okay, you were born and raised in a certain environment and your family, you know, is used to making a certain amount of money. And then that's the amount of money that you believe that you're worth because you know where it's it's really hard to imagine ourselves as being more successful or more wealthy than you know the environment that we're raised in and that's why a lot of people struggle to make money.
But when you try to out earn you know the people that you looked up to, you're trying to instill all these like business tactics and strategies, but the back of your mind that's been programmed by like ten, twenty, thirty years of we don't make a lot of money, you know, money doesn't grow on trees, whatever, like the stuff that I was programmed with, it's like you're literally like working against yourself and it's almost like you have what I call cognitive dissonance and cognitive dissonance is this term in psychology where they talk about how when two ideas coexist in the mind at the same time, those ideas will essentially create resistance and fight each other.
And when you've got money ideas like fighting each other and you want to make more money on one side, you like you really want to make more money, but then the other side of you is like you know, we don't deserve money, money doesn't grow on trees, you've got these ideas that are coexisting at the same time, they can't.
And so it takes time for your mind to adjust and for you to come to the full belief that like money is a good thing, you deserve to make more money, you are worth more money and you can charge what you're worth and you deserve to be financially successful. So you'll never out earn the amount of money that you believe that you're worth so it's absolutely imperative that you do the mindset work to get yourself to a place where you believe that you are worth more money.
If you wanna elevate your financial situation, get around richer people. Every single time I've taken myself to the next level in my business, it is on the back end of me making the decision to get closer to a mentor.
When I was making $30,000 a month with my business consulting company and I was making $30,000 a month with my fitness coaching company, I joined a mentorship program and it was with Tacky Moore. And when I joined Tacky, I I had one intention and one intention alone. I told Tacky, you know, I I wanna make a $100,000 a month before I turn 28 years old.
And at the time, I had six months to do that. He's like, okay. Let's do it.
And I just got in the room. And as soon as I joined the mentorship program, not only did I join, but I found out that they actually were hosting an event, uh, two months after I joined the program. So I made the decision that I was gonna fly to The United States to go to this event because I just wanted to be in the room.
Now being in the room with other entrepreneurs that were at a higher level than me was all of the inspiration that I needed to fully commit to my goal of hitting a $100,000 a month. That's all that I needed.
Because when I got around other people that were doing better than me and I got around more people that were more successful than me, there was like something in my mind that shifted. And I can't actually put a pin on it, and I can't say exactly what it was. Like it's not like there was like a specific moment or a specific conversation that I had, but it was just the environment itself.
Know, I I There was a lot of guys that were in the space of business coaching for personal trainers that were there. When I realized that they were in Takis program and I heard the numbers that they were doing, you know, 200,000, 300,000, $500,000 a month, I was like, holy. Like, if this is possible for them, then that means that's possible for me.
And that was literally all of the spark and all of the motivation that I needed. And I came back from that event and I worked on my business like an absolute man man. There was one guy I made a connection with that and he was doing a lot of stuff with virtual assistants and he had you know five virtual assistants in his account that were booking him you know 10 sales calls a day and I remember hearing that and going like wow like if I could install that system in my business it would blow up and I pulled him aside and we had a deep conversation about how he's running his VA team and immediately I took that conversation home and I started working on my own VA team.
And since then, like I built my own in house me VA team that I've got 15 virtual assistants that work twenty four seven around the clock for me, seven days a week, And we're booking 30 sales calls a day every day seven days of the week. And that came on the back end of me having a one off conversation with a guy that I met in an event because I made the decision to invest in a mentorship program.
I think that people underestimate the value of actually paying for mentorship because the reality of the situation is everything is available for free these days.
You know, not only do you have this YouTube channel, you've also got, you know, Alex or Mozy. You've also got incredible YouTube channels that you can learn from. You've also got my Instagram account.
You've also got my podcast. So there's like all of the information is already online for free. And so most people decide that they're not gonna pay for mentorship because they're just gonna learn all the information for free.
I think that people underestimate the value of getting in the room, and people underestimate the value of paying for information because I've heard a piece of information from a mentor that I've paid that I've also heard for free in a podcast before, but because I paid the mentor to learn the information, it's almost like my brain and my body take it a lot more seriously.
And there's more weight to the information because it's substance that I paid for, And it's the same information I could have gotten for free, but it doesn't land as hard and it doesn't cause as much of a shift internally because I actually paid to learn. So that's one, but the second thing is like when you actually go to an event and you put yourself in the room with other people that are wildly successful in the adventure that you're trying to get into, there's something about being around other people that just automatically just levels you up.
It's like this like , You know, it's like you see it and once you see it, you can't unsee it. It's like once the mind expands, it can no longer contract.
And I value that on such a deep level that I invest literally hundreds of thousands of dollars in learning new information every year. You know, my current mentor cost me $28,000 a month, uh, to, you know, help me with my webinar strategy.
Um, my other mentor that I pay for content cost me $15,000 a month to learn content strategy. And I'm investing that much money which is $40,000 a month just in knowledge because I understand that the level that I wanna get to which is bigger than Gary Vaynerchuk, uh, is impossible for me to do just seeking out free information.
Because I don't know about you but me myself personally, when I'm just on the internet and I'm seeking out information to help myself get to the next level, it's almost like there's so much information that I don't know what I need to take seriously and what I need to discard. But when I'm talking to one person that I'm paying for their specific knowledge and their specific skill set for the specific thing that I hire them for, it's like I take that information a lot more seriously and I hold it with a lot more weight because it's directed exactly at me.
And so I think that, uh, if you want to elevate your financial situation, you absolutely must get around somebody that has the result that you have in the industry that you are trying to get into.
Like if I wanted to be a successful online fitness coach, I would absolutely hire myself because I'm the best in the industry. But if I wanted to for me, it's like I wanted to learn ads to scale me to 5,000,000 a month. There's only one person I know that's doing that and that's Jeremy Haynes.
And so I went to Jeremy Haynes and I found out like what his program was and I was like, I'm gonna pay you whatever the cost to learn that specific thing that I'm trying to learn to get myself to the next level. So get around other people that are richer than you if you wanna progress because it's gonna save you so much time and that's the that's the valuable asset.
Like you're not like money comes and goes, you know. I've made, you know, over $50,000,000 and I've paid out over, you know, $30,000,000 to the people that I work with and, you know, mentors, etcetera and I can tell you that money comes and goes. But, uh, but time time is not time is not something that you can't buy back.
You know, once your time passes, that's it. And now, especially having a daughter that's eight months old, I realized the value of time. I never really realized how fast time goes until I watched my daughter grow up.
And I I don't wanna be, you know, 50 years old before I finally unlock the level that I'm looking for in my business. Like, I wanna unlock the level that I'm looking for in my business in the next like three to five years so that by the time my daughter is like five years old, like, I'm at a place where like I don't need to be putting in fourteen hour days in order for me to be making a $100,000,000 a year.
Like, I've elevated myself to a situation where I'm able to take care of my family on such a deep level that doesn't require the work for me. And so I'm I'm working for the future, you know, and so I pay for speed. And so I if you want to advance in life, you need to get around somebody that is that is richer than you so that you can download their information and you can get to where you wanna go faster.
Every level brings a new devil and as soon as you feel like you've defeated the devil, he has already won. This lesson for me is literally everything because I'm gonna tell you a story of how my Instagram account got disabled.
So I was running my account, b mark fit, was the account that I got all of my revenue from. This was our first ever million dollar month and it was November 2021.
We had a million dollar month and to celebrate the million dollar month, I took myself and my wife to an all inclusive vacation in Mexico and we were crushing at the time like we had we had never done a million dollars in a month like we beat our best month by 400,000. We literally were crushing and I was taking a few days off to drink and celebrate and hang out by the pool and I'm not going to lie at the time I had gotten complacent.
You know, I I was complacent in my body, I was complacent in my mindset, I was complacent in the business, and I had kind of taken a step back because I was celebrating. The the second I took my foot off the gas and the second that I got complacent, when I was on that trip, my Instagram account got disabled and it was actually permanently disabled.
And at the time, I didn't have the contacts that I have now. Thank you. I have the contacts so I can get it back.
But I didn't have those contacts that I do now and I never got the account back. And it actually took me about six to eight months to rebuild the momentum that I built on that account on my new account, the real Brian Mark, which is the one that currently has over 680,000 followers.
We're doing 30,000,000 views a month.
The lesson that I learned there and I've never ever ever weaned towards the dark side of complacency again is that every level will bring a new new devil.
And the devil specific there's a few different devils, but like the real devil is the devil of complacency. It is the devil where you feel like you are at a point where you can take a break and you can unwind and you can relax. And I believe that life is a never ending journey of personal development and I believe that every day is an opportunity for you to express gratitude and to give reverence and hold space for the things that you love the most.
And I deeply love my business, like I deeply love the progression of my business. I deeply love the clients that are in my business and the people that choose to do business with me. And so it's my responsibility every single day to tend to and take care of the things that I love on a daily basis.
And what that looks like in business is never ever ever ever allowing yourself to get complacent because when most people hit a plateau, they just assume that they're stuck and they're stuck in one place. But I actually believe that there's no such thing in plateaus because if a plateau was true and it's like if you just had a plateau and you were stuck, then most businesses would get to a certain level.
They'll plateau, but they'd be okay because, you know, they're they're if they're plateaued at a good level, they're they're good. But that's not how time works because when you plateau and your business isn't moving forward, time is progressing and time is moving forward.
And with time moving forward, you know, things change. You know, time moves forward, your business plateaus. You're not bringing in the same amount of customers that you were bringing in, but as time progresses, the clients that are in your program are like, oh yeah, you know, I'm I'm good.
You know, I got the result I'm looking for. Thank you so much for the service, but like, you know, I'm I'm happy with where I'm at so I'm gonna leave. And so even though you think your business has plateaued and it's not growing and you don't think that that's a bad thing, I view plateaus as going backwards because time is always moving forwards.
And as time is moving forwards, things are changing. Algorithms change, people change, circumstances change, and the business that you you have right now, the one that's currently serving your people is ultimately going to be facing the changes that are coming with the change of time.
And so if your business is not progressing and growing, you are moving backwards. You're not plateaued.
You're moving backwards because things are changing faster and fast especially with AI right now. Things are changing faster and faster and faster by the day.
And so if I'm not making progress in my business and my business is not advancing on a weekly and monthly basis, I am by default moving backwards.
And so I made the decision in 2021 once that happened that I would never ever ever ever ever go backwards, and we never go backwards in my business. We are always moving forwards.
Every year, we grow by 20 to 30%. Every single year. And it's been like that since I started the company.
And the reason that it's been like that is because I, as the leader of my company, made the decision that I will never get complacent. And never getting complacent starts not in your business, it starts in your personal development.
And for me, it's like I had to come to the understanding that I as the leader of this company, my level of personal development is going to is going to impact and shape the culture of my company. And the level that I'm able to take myself to will ultimately be the level that I'm able to get this company to.
And once I came to that realization that my business will never outgrow the psychology of me, which is a Tony Robbins squad, I heard that from Tony Robbins before but I never fully understood it. Once I understood that concept and I fully got like my business is never gonna outgrow my own personal psychology, everything shifted.
Everything shifted. And so this this idea that every level brings a new devil for me is a constant reminder that any obstacle that I'm facing, any setback that I'm facing, anything that's blocking my pathway to get to where I wanna be is only the devil presenting itself before I get to the new level.
That's it. It's only the devil that's presenting itself before I get to the new level. And as I'm going through my adversities, and as I'm going through my obstacles, and as I'm going through my paths, I just understand that every problem that I face is is something for me to overcome, for me to advance.
And so I don't view my setbacks as as as failures. I don't view view my setbacks as problems that are are against me.
I view them as obstacles I must overcome for me to progress. And the most important lesson from this specific area of why it's like so imperative to understand this is you can never ever ever get complacent in your own personal development because your business is going to throw you so many challenges as you scale, and the problems will only get more complex as you scale.
And so for you, you absolutely must be 100% committed, resilient, consistent, and disciplined with your own personal development so that as your business presents you these challenges and these obstacles, you are fortified in your mind to handle these issues.
So work on yourself as the number one personal development project because every level of your business brings a new devil and you wanna make sure that you're strong enough to conquer every single one of those new levels and every single one of those new devils. Every adversity brings the seed of equal or greater opportunity.
This is a Napoleon Hill quote from Think and Grow Rich. And if you haven't read the book, you should read it. When I first heard that, I don't think I fully understood it.
But I'll tell you when I came to the understanding. So the pandemic hit. Right?
And when the pandemic hit, I had a successful coaching business at the time. We You were doing a 100 k a month, but the pandemic hit.
And as soon as the pandemic hit, here's what happened. All of the gyms closed immediately. All of the personal trainers that were working in gyms no longer had a job, and I was in the market as one of the top five business coaches and so I was well positioned.
I called my business partner at the time and I was like, Yo, these personal trainers that just lost jobs don't have money. We know how to help them make money and we're really good at it.
I was like, What if instead of charging a big upfront cost for the year, what if we did like a smaller monthly installment plan to get these kids in the door and it was a longer commitment. So instead of six months we would do twelve months, It was a lower monthly installment and we just focused on building our recurring, like what if we did that?
He's like, you know what? It sounds like a crazy idea but let's do it. So we within two weeks of the pandemic hit, we launched a new offer and we called it the 10, And the 10 was $300 a month in 2020 back in the day, $300 a month, a low barrier to entry, and it would give students an opportunity to come in, test the program, and make sure it actually worked as a twelve month commitment.
We went from selling 15 to 30 clients a month to selling a 100 to 200 clients a month within three months of launching that offer. And our recurring revenue was stacking by 30 to $60,000 a month.
And we went from a $100,000 a month to $500,000 a month within ten months of launching that offer. A year after that is when we had our first million dollar a month.
And it it for me, I remember everybody in the world was panicking. You know, the the lockdowns were happening, people were losing their jobs, people were losing all these opportunities, and I just remember thinking to myself like everybody is stuck inside of their homes right now, and everybody's glued to their phones because there's nothing else to do.
So I could be upset about the fact that I can't go to the gym and work out, and I could be joining the rest of the world in conversation or I could completely pivot and I could make the decision that because everyone's stuck in their house, I was going to be the one that was going to be in their face all the time. So I started going live every single day five days a week with my podcast.
I started posting two to three times a day every day seven days of the week. I was ever present in people's faces because I knew that people were glued to their phones because there was nothing else to do and instead of me being upset about the fact that the world was closed, I just made the decision that I was gonna be the one that was constantly in people's faces.
There's nothing else to do. I I was I was that was it. So when everybody else is running away, you need to find a way to run towards.
I am always looking for the opportunity in the adversity now. No matter what it is, in any adversity that I'm going through, I'm always looking for the opportunity.
And this is something that I constantly remind myself as I'm faced with life's challenges because I think that what most people do when they're faced with challenges from life is they're like, oh, like, I can't believe this is happening to me, and I can't believe like, why me? You know, I'm I'm I'm I'm a good person. I I I work hard, and and I I why why?
And then they start blaming. They're like, oh, you know, I was doing really well, and then the pandemic hit, and then I lost everything, and I haven't been able to rebuild because of the pandemic. It's like, dude, like, the pandemic hit, and that was your opportunity to rebuild.
Like you were once you've lost everything, you're free to do anything. And so instead of complaining about everything you lost, why not recognize the opportunity that you have to gain? And why not give yourself an opportunity to go after the thing that you want?
And so any challenge that I'm presented with now, like any sort of obstacle or roadblock that I'm facing, I don't look at the roadblock and see a roadblock. I'm looking at the roadblock and I'm asking myself, where is the opportunity?
Like, where is the where where is something that I can take? Where is what is what is the thing that I can take from the situation and turn it into something good? And this concept applies to every single challenge and every single struggle that I go through.
And every adversity brings the seed of equal or greater opportunity. When you see challenges faced in front of you, do not view the challenge as a setback or a roadblock. You absolutely must view it as an opportunity.
And the pandemic for me gave me that awareness, but now in all business, in everything I'm doing, I'm always looking for the silver lining. You know? And it's like my closers aren't closing.
What an opportunity for me to come in and train my team how to close better, an opportunity for me to make more money, what a blessing. My content isn't performing, what an opportunity for me to study the algorithm so that I can become a better content coach for the people that are choosing to hire me as their coach. Business isn't growing, what an opportunity for me to study and learn the game of business at a deeper level so that I have more to teach to the students that have chosen to pay me to be their mentor.
You know, me and my wife aren't doing well, what an opportunity for me to work on my relationship so that my my daughter sees us love growing up in a loving household and she has a positive example of what a relationship should actually look like. And it's like every bursary brings a seed of equal or greater opportunity and when you can start to view the world through that lens, there's not a challenge that gets placed in front of you that you can't conquer.
In business, identify the number one thing that is preventing your business from scaling and spend 100% of your energy solving that problem. Biggest reason I see most business owners fail is because they're trying to solve all of the problems in their business at once, but every business has one constraint.
My definition of a constraint is that is the very thing that is preventing your business from growing. The way that I think about a constraint is like , you know. If your business is the entire hose and we're trying to water the garden, you got to look at the hose and see where the kink is, but most people what they try to do is they're like they've got a hose they're trying to water the garden and they're like, okay, is the water is the water turned on enough and is the hose long enough and and and where am I watering and, you know, it's it's it's I see the kink and I want to work on the kink but like the color of the hose also needs to be changed and I think I need like a hose like a hose like freaking tap so that I can you know get a different water pressure out of the kink and the hose like dude like just unkink the hose you know.
Stop focusing on everything else that has to do with the hose. Stop focusing on the water pressure when you just unkink the hose and the water flows. You know, you can worry about the water pressure later.
Unkink the hose. When you think about business, you're either you're not getting enough leads or you're getting leads but they're not booking in the calendar or they're booking in the calendar but they're not showing up or they're showing up but they're not buying or they're buying but they're all low ticket and then you need to sell a higher price point or they're buying and they're buying high ticket but then they're dropping off immediately or they're they're they're sticking in the program but then they drop off after six months, or they're in the program for six months but then they never upgrade or resign.
Like, whatever the constraint is in the business, you need to identify what the number one problem is that is preventing you from scaling and focus 100% of your energy on that problem until it is fully resolved.
That is how I operate with every single thing that I do in business but also in life. When I was building my physique and I started out fat, right, and so I was 14 years old I was fat. Number one constraint of me not looking good, I was fat.
I lost the fat. Once I lost the weight, was like, okay, you know, what do I want my physique to look like? Well, I like, well, I want to have a big chest.
So I just did push ups every day and I worked on my chest. Once I once I got a big chest, was like, oh, my back is I can't do a pull up. I I was like, okay, I'm gonna work on my back every day.
I worked on my back every day and then was like, oh, now my shoulders look don't look as good as I want them to. So I'm like, now I'm gonna work on my shoulders every day. I'm like, okay, now my arms don't match my shoulders.
Okay, I'm gonna catch my arms. It's like I literally I just attacked the constraint of like what I wanted my physique to look like until my physique looked the way that I wanted it to look.
And I apply that concept to business in every single aspect. You know, first, it was like, okay, we're not getting enough leads so we need to get more leads and so I focused on content. And then content started to pop off.
I'm like okay the leads are there but we're not booking enough calls. I was like okay then I need to train the VA team and I need to get the VAs in the company so we can actually book the calls. So then once the calls were in the calendar I was like oh we're not closing enough And we were doing sell by chat at the time.
Was like, okay, we're gonna move to sales calls. And so I took the sales calls for the first two months of us switching from sell by chat to sales calls and I was closing at a high velocity. But now the constraint was we couldn't book enough sales calls because there was only a certain amount of time on my calendar and I didn't wanna be doing 50 sales calls a day.
So I was like, okay, I need to hire closers. The closers don't know how to close. I was like, okay, so that's the number one constraint.
So I need to spend all my time, my energy, all my resources on making sure that the closers are not a close. Then the closers started closing at a high velocity. I'm like, okay, now we don't have enough calendar spots so we need to get more we need to get more closers and so we got more closers.
Okay. These new closers don't know how to, you know, close deals. So I was like, okay.
We gotta train the closers. And it's like, I just kept playing that game and now it's like, okay. We've got seven closers and we need to make sure that their calendars are full.
My organic is booking 30 calls a day every day seven days a week. I need to get more calls in the calendar. Well, I can't shove any more calls through this funnel so I need to build a new funnel.
So now that's why I've been doing webinars for the last, you know, six months now and we just started cracking them three months ago. Whatever the constraint is in my business, I focus 100% of my energy on that constraint and then until it is fully resolved. Now as your team scales out, you'll have, you know, department leaders.
And so for me, I've got, you know, sales team lead, a VA team lead, a coaching lead, an operations lead, and a marketing lead. I got about leaders in all these departments. However, it's like the the I think the important thing to note is that when you are trying to scale your company, it's like regardless of how you are you know, if you got team or not, you need to identify what the number one problem in your business is.
Is it not enough leads? Not enough sales calls? Is it that your sales calls aren't showing up?
Is it that sales calls aren't closing? Is it that your clients are dropping in the first month? Is it that they're dropping like flies once after a few months?
Is it that they're not upgrading into the program? Like what's the constraint? And then once you identify what the constraint is, focus 100% of your of your energy on that problem until it's fully solved.
And my definition of fully solved is that the numbers are at or above KPI consistently without you having to be involved, And that takes time. You know? It took me training my virtual assistants five days a week for six months straight for them to be good enough, for them to be able to book calls consistently at a high velocity without me.
But, you know, on the back end, after that six months of training of me personally spending my time with them, it's like we're booking you know 25 calls a day from my Instagram account and five calls a day from Cole's Instagram account without me being involved. And now I just post content and calls get booked. That took time you know, but it's like the reason that they're as good as they are is because I focused 100% of my energy on solving that problem until it was fully resolved.
And as soon as it became fully resolved, mean, I then removed myself from the department and then allowed the department to run itself. I then hired a leader from within the department to train the department on how I've been training them and just like that, boom, now the company is is solid and we've got a solid structure that doesn't involve me.
You need to take that sort of violent approach when it comes to scaling your business. You know, if it's content, if your content sucks, focus 100% of your energy on getting good at content until that problem is fully resolved. You know, get a content mentor that's at a significantly higher level than you and get feedback on a consistent and regular basis until your content is consistently bringing in leads.
And then you're not booking enough sales calls. Well, get a mentor that deeply understands DM psychology until you get to a point where you're consistently booking sales calls from these from these content leads. And then you're getting, you know, you're you're getting a bunch of leads but they're not closing.
Well, like you need to understand sales in a very deep level. So get a sales mentors that deeply understand this it's the sales game and focus on that problem until it's fully resolved. And you just consistently do that over and over and over and over and over again until eventually you get to where you wanna be.
Regardless of what your constraint is, you have to identify it and if you don't have any idea what your constraint is but your business isn't growing, that's when you like you need a mentor and you need to have somebody in your corner that is more successful than you in the venture that you're trying to go after. It's hard to diagnose a problem that you don't even understand and so if you don't know why your business isn't growing that is why you would hire a mentor.
But you'd have to choose somebody that's at a significantly higher level than you that could look at your business from the outside and immediately diagnose. It's like when I have ear pain, right, and I go to my doctor, have no fucking idea why I have ear pain. My ear just hurts, right?
And I go to the doctor like the doctor is going ask me a set of questions and he's like, oh yeah, this is exactly what's wrong. This what you need to do. That's why I go to the doctor.
And so if you don't know how to identify the constraint that is when you would reach out to a mentor so that they could ask you a few questions, diagnose the issue, and then give you a prescription that you could follow. The cost of ignorance is far greater than the cost of mentorship. So last year I spent $28,000 a month to hire my current mentor and my current mentor was coming in so that he could advise me and my ads team on how we could scale our coaching business to the next level.
And I've been running ads for you know three years consistently with the same team and from my perspective, the team was doing good. We were consistently booking calls and there were some months where we would make more money and because the business was growing over the course of the years, I assumed that the ads had something to do with it.
When I joined this mentorship with Jeremy Haynes, the first thing he did, he said, Show me the numbers. And my ads team was like, What numbers?
He's like, Show me the return on ad spend, what are the metrics? Nobody had the metrics and I was like you know they always whenever I asked them about the numbers they would always say it's a blend of organic and paid.
And so finally like I was becoming more increasingly demanding of seeing these numbers before I'd gotten into this mentorship with Jeremy, but as soon as I got into the mentorship I was like, I need to see these numbers now.
And once I had gotten all of the numbers and all the attribution over the course of the last six months, I started doing the math. And at the time, I was paying my ads team 8% of all cash collected sales including organic and paid, and they were also getting the retainer for being the leaders of the company, and I was also spending money on ads.
And so, I was spending about a $100,000 a month on ads, I would pay them about $40,000 in commissions, plus there was a $8,000 retainer. So in total it was about $50 a month that I was paying out to them and then a $100,000 a month I was paying out to ads.
When I realized what the return on ad spend was, I was spending about a 100 k a month and I was making back 50, sorry I was negative $50,000 on ad spend, then I was paying them out the commission that I was making for my organic sales. So I was paying them out 50,000 plus I was negative $50 in ad spend, a lot of the money was coming from my organic.
And so, when I did the math and I realized I had spent six months of that year paying out, now it was negative $600,000 because of my ignorance.
And my ignorance was only made apparent when I started paying my mentor $30,000 a month and that is when I realized the most important lesson I've ever learned in business and that is that ignorance is more expensive than the cost of mentorship. I can't tell you how much money you are leaving on the table with the knowledge that you currently do not have and you don't even know that either because you're looking at the prescription from inside the bottle.
And as we're scaling our company, it's like every business owner that's watching this video is doing the best that they can with the information they have at the time. No business owner wakes up and says, I want to lose money today. You know, I want to lose money today.
I don't want to make money. No business owner says that. Every business owner that I know wants to make more money and the only reason that you're not making more money is because of the lack of knowledge that you have around the area that is designed to make you more money.
And here's the thing, is you probably have no idea what that is because if you did know what was preventing you from making you more money, you would just do it which is why it's so important to pay for mentorship. Since I paid $30,000 to this mentor, not only did it save me the $100,000 a month that I was losing, for the first time in my life, I have a profitable strategy for cold webinar campaigns.
I have a profitable strategy for cold. I've never had that in my life. Not to mention six months after I hired this mentor, we had our first $1,750,000 month.
And so if I look back, know, I've been working this mentor now for, uh, about a year. So a year times, you know, 30,000, it's 28,000, we'll round up for the sake of simple math. So I spent $360,000 on this mentor in the course of the last twelve months and that mentor in one month as a result of of being underneath his guidance and his mentorship helped me have a $1,750,000 month.
Not to mention every month since I've worked with that mentor, we have been over $1,000,000 in cash and our you know our highest month 1.7, we're averaging you know 1.4 to 1.6. So when you really think about the amount of money that I was losing because I wasn't investing in a mentor, it was a $100,000 a month I was losing.
You are losing so much money because you're holding on to the money that you don't want to invest in that shit. Not only because the money you might be losing because there could be some things that you're doing wrong in your business that are actually costing you money, but also the opportunities that you're not taking advantage of because you don't even know how to see the opportunities.
And working with somebody that is the best in their field at the specific skill that you are trying to develop, man, it's like the the the the information that I require for a measly $30,000 a month has absolutely taken my business to the next level. And every time I see that $28,700 charge come on my card for the mentorship for the month, I say thank you because the information that I've learned and the the skills that I've acquired and the level of drive that I have from being around a man that's at a higher level than me and being in the same room with people that are doing $5,000,000 a month is absolutely priceless.
And so I can't tell you how important it is for you to invest in mentorship. It is like, it is literally everything.
And when you take that concept seriously and you just 100% ruthlessly commit that you are willing to invest any dollar that you have in mentorship so you can acquire the skills because you understand that the cost of ignorance is greater than the cost of mentorship, you will grow so much faster than you can even believe.
You will never know how powerful you are until you give yourself an opportunity to either swim or die. And this is the this is the this is my favorite one.
This is why I saved the best for last. I've actually got a tattoo on my on my arm of a boat in on flame in flames and I got that boat in flames when I was running my online fitness coaching business and I wanted to start business consulting for personal trainers. And, I didn't have a lot of money in my bank account at the time that actually belonged to me.
I was making $50,000 a month, but you know, my profit margins on that were like 20 percent because I got into a place in my fitness business where I no longer enjoy the fitness coaching aspect and so I came to a point where I fired all of my fitness clients and gave them to my trainers. Even though I had you know 50 to 60 of my own clients that were paying me $300 to $5 a month, was like I don't want to do this anymore.
So I fired all my fitness clients and I gave them all to my trainers. And at the time that meant that even though my business was doing $50,000 a month, I personally was taking home $10,000 of that and you know I had you know rent and you know car and gas payments and all this stuff.
And so, I wanted to start consulting for personal trainers to teach them how I built this business because I knew I had all the information in my head because I'd scaled my company to $50 but I didn't know how to package the information in a way that personal trainers would be able to replicate and duplicate. So I hired a mentor to help me you know take out the information from my brain and put it into a course and sell it.
So I had at the time I had $20,000 in my business bank account for my fitness coaching company. I was receiving all of the payouts that my trainer's clients were putting in the account and at the end of the month I owed them 80% of whatever their clients had paid.
And so, I made the decision that I was going to hire a mentor to help me scale this business consulting company. The mentor is $15,000 and so I took $15,000 out of my company account where I had to pay my trainers out of and I bought this mentorship program.
And I did this on the first of the month and I remember saying to myself, literally have thirty days to put this back into the account, otherwise I'm gonna be in debt to my trainers and I'm not gonna be able to pay them. And I made the decision in that moment, was like there's no possible way that I will let myself get to the end of this month and not have the money in the account to pay the trainers back.
And so I got a a boat in flames and that basically was me signaling that I was burning the boats and I was prepared to do whatever the hell it took to make sure that that business got off the ground. And when I bought that course for $15, I spent no exaggeration, ten to fourteen hours per day studying and executing on the course.
Studying and executing on the course. Doing everything in my power to make sure that I got that course off the ground because I did not have another option. It was literally this or I was gonna be in debt to my trainers and I was gonna burn my reputation with the company that I built and I absolutely refused to to do that.
And so, I I gave myself no option but to succeed. Long story short, in that month we sold three trainers at $5,000 a pop and we made $15,000. And I put all the money back into the account, I paid the trainers out and just like that my business was off the ground.
And you know that's that's that's where the story starts you know. And over the course of the last you know, eight years now, PT domination has done over $50,000,000 in sales. And all of that revenue came on the back end of me literally burning the boats and making the decision that I was prepared to go all in.
Like at some point, you need to put all of your chips on the table because all of us as human beings will do the bare minimum that we need to do in order to get by. That's just human nature, know. It's like we don't want like our brains are not designed to push ourselves to our maximum capacity.
Our brains are designed for comfort and safety. And so at all points, we are always going to choose the path of least resistance because it wouldn't make sense to choose the path of most resistance because that's gonna be the harder path. Nobody wants to take the harder path.
And so we have to put ourselves in a position where we are forced to take the action. And there's no better way to force yourself to take the action other than taking money out of your bank account and investing it in a certain thing.
And that can apply to any vehicle, you know, but when you just decide that you are all in with all of your chips and there's no option but to surrender, that is when you find out how powerful you really are. And so, at the end of the month, I went to the tattoo parlor and I got a phoenix emerging from the boat in flames.
This is actually a phoenix on my arm, and the Phoenix was to represent the the the rise from the ashes of the burning of the boats. I've taken that concept into everything that I do. Everything that I do, burn the boats.
I don't give myself an opportunity but to succeed. It's either we are going to conquer the island or we're gonna fail miserably in the process. And this concept of burn the boats, you know, came from Hernan Cortez who was a a Mexican sailor that that sailed to Mexico in order to conquer the land.
And when he got to Mexico, um, he got off the ship, and he he looked at his captains, and he ordered his captains to burn the ships. And the reason that he he got his captains to burn the ships is Hernan Cortes looked at all of the Spanish conquerors and they said, we are either going to conquer the Aztecs or we are going to die in the process.
So you are we are either going to conquer this land or we are all going to die. There's no retreat. There's no surrender.
We conquer or we die. And that concept of burn the boats for me has been such a powerful metaphor for how I run my business and there's not a single ask them aspect of my business that I do not burn the boats and I do not go all in. I go all in with everything, Six times a day, seven days a week on social media.
One YouTube video a day, every day, seven days of the week. It's like everyday active on my stories. I never ever ever ever ever ever ever stop.
I am always all in with everything that I'm doing. I never shy, you know, I never shy away from hefty investments. I'm always willing to pay top dollar to get the best mentorship.
I'm always willing to do whatever the fuck it takes and put all of my money where my mouth is, and I'm always willing to bet everything on myself. And that is why my business has scaled to 20 to 30% every single year, and that is why I've done over $50,000,000 in sales because I consistently bet on myself and I put all of my money on me.
And then I test myself and I ask myself, are you as good as you think you are? Do you want this as bad as you say that you want this? And like when you put yourself into a situation where it's either do or die, you know, 99% of the time you do it.
And even on the one percent of the time that you don't, you learn a valuable lesson that's gonna get you through to the next level. And hey, if we're not putting ourselves in opportunities where we have the potential chance to failure, what like what's the point of even being alive? You know, I want the I want the rush that comes with going all in towards adventure.
I want the I want the juice that comes with committing everything I have to one thing. I want the sauce that comes with the the the idea of a full commitment, body, energy, and soul to achieving a thing and and and there's no no no better feeling than than truly you know giving your all to one thing, betting everything that you have on yourself, and then achieving victory on the other side of that.
It is the most beautiful feeling and I and I wish and I hope that you experience that feeling for yourself in this lifetime. So that's it. That's a wrap.
That is the seven brutal truths about business and life that I've learned by generating over $50,000,000 in sales. If you got value from this video, sure you stick around, like this video, leave me a comment, subscribe to the channel, turn on post notifications, and I will see you in the next one. Peace.
The Hook
The bait, then the rug-pull.
He opens by stacking his own numbers — eleven years, $50M in sales, $1.5M a month right now — before promising to compress all of it into one sitting. What follows are seven numbered lessons, each backed by a specific story from his own business rather than borrowed theory.
Named ideas worth stealing.
01:27concept
The Thermostat
Your income is like room temperature set by a thermostat: no matter what actions you take, you'll always drift back toward the number you subconsciously believe you're worth until you deliberately reset the 'temperature,' and it takes time for behavior to catch up once you do.
Steal forframing a sales-mindset section of a course or webinar around raising a client's income ceiling before teaching tactics
24:48model
Unkink the hose (the one constraint)
- Not enough leads
- Leads not booking calls
- Calls not showing up
- Calls not buying
- Buying low-ticket only
- Buying but churning early
- Sticking but not upgrading/renewing
A business has exactly one bottleneck in this chain at any moment; identify it and commit 100% of energy to resolving it before touching anything else.
Steal fora diagnostic checklist for a sales-funnel audit or a coaching-call intake form
41:56concept
Burn the Boats
Named after Hernan Cortez ordering his own ships destroyed on arrival in Mexico so his men had no option but to conquer or die; applied to business as deliberately removing your own escape route to force full commitment.
Steal fora section on commitment devices in a goal-setting or launch-readiness framework
How they asked for the click.
VERBAL ASK
44:12subscribe
“If you got value from this video, sure you stick around, like this video, leave me a comment, subscribe to the channel, turn on post notifications, and I will see you in the next one.”
Single soft-ask block at the very end, no mid-video pitch for a paid offer despite the mentorship-heavy content, the CTA is purely subscribe/engagement, not a funnel link.
Visual structure at a glance.
