High Speed Low Drag Podcast Transcript | Four Things Veterans Need To Do To Build A Business

29Tom: Hey, everyone. Tom Morkes here with Antonio Centeno from the High Speed Low Drag podcast. We wanted to welcome you guys back to another episode. Today we want to focus primarily on some questions that we’ve gotten from a recent live event that John, Antonio and I presented just last week and we’ll be doing another one this week. But it’s questions that we got from the audience after presenting on this topic of transition, success and how to succeed financially in the civilian world.

Antonio, I’d like you to go ahead and put your two cents in here and talk a little bit about this.

Antonio: Hey, Tom Thanks for having me back on and so if you’re listening to this podcast and it’s fresh, you may be able to still go jump on this live training that we do. Just go over to High Speed Elite. You should be able to sign up for the live training. It’s something that if you missed it, we’ll do it again because it’s something that we really enjoy doing.

But here in the live training, I think what’s so powerful about it is that you get to interact live with vets just like you who just happen to be a few steps ahead and are achieving success in the civilian world. We had a good group of people on both — mostly guys. I think we had about probably about five to ten percent women. So we welcome everybody there.

And not everyone was actually a vet. We actually had people that just simply come from military families. We had people that were actually from foreign militaries. But what brought everyone there together is that they want to achieve greatness and we have this background that we picked up in the military and so we speak this common language.

What we saw in this live presentation where entrepreneurs like John Dumas just getting out there and sharing what made him a success, little stories of how we’ve used. I mean I shared a number of stories. Tom, you’ve shared some of your stories just recently getting out. I think it’s a great combination of guys that — well, Tom, you’ve just been out for almost a year or about a year now. I’ve been out for almost a decade. For us to be able to come together and to share our experiences, the things that we learned and how we’re leveraging this, it was just awesome.

Do you remember that story that John shared about how he was on a radio show and some guy was like, “Hey, where were you ten years ago?” I mean, the guy didn’t apparently know about John’s military background and was questioning his integrity. The guy just set himself up for this and John just shut him up by simply saying, “Well, I was actually deployed in Iraq as an Army officer basically protecting your freedom.”

What can the guy say to this who was the offensive and immediately gets put in his place because it’s something that — we don’t want to pull that card but if somebody is pushing you and they are even questioning something which many of us aren’t used to ever getting questioned, it’s pretty cool when you hear stories of guys just like you who are able to show you how and when to use that card but more importantly I think how we use being a veteran to our advantage on a daily basis.

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Tom: I completely agree. I thought the webinar itself, the presentation and getting to connect with so many veterans was — I personally had a blast doing it. I thought it was a lot of fun, very high energy. But I guess what was also very surprising to me in a good way was seeing how energized everybody else was about it and the fact that we got on, we had our group, and they stayed on the entire time. It was over 90 minutes.

So if you are listening to this, this should go live before we have another one and go to highspeedelite.com and you can join us. It’s just a lot of fun hanging out and answering people’s questions. Yeah, when you have that treasure trove of knowledge, that is your brain, Antonio, John’s brain and I’ve only been out for a year but I’m even slugging away and making some things happen. I think it’s pretty interesting to see the dynamic of our group together and the way we can answer people’s questions differently but also just what a source of inspiration I think for so many veterans.

The response I’ve been getting a lot is just congratulations, thanks, and stuff like that and how awesome this program is that we’re putting together. So I’m just really excited for it going forward.

Antonio: And if they want more information, you can also find High Speed Elite through High Speed Low Drag. Just to really clarify, High Speed Low Drag is our resource website. We just put out tons of information. We’ve got the podcast. But if you click on basically the premium training, you go over to the High Speed Elite page and that’s where we’ve got our community.

As you can probably imagine, it’s one of those things where we’ve only got so many hours in a day and High Speed Elite is going to be for those guys and ladies that are willing to take action and want to make things happen quickly and become kind of — basically, it’s a high level mastermind where we have group meetings, where we’ve got private one-on-one training. We’ve also got a course that we’re running guys through.

I had the privilege of getting my MBA. John has had a very successful company. He actually started off in law school. So a lot of it is we’re kind of sharing with you our experiences of “Okay, don’t go down this path because there’s a mine down there.” And how much is that worth? I mean, if you think about it, the example I just used, when somebody can tell you literally, “Don’t go down that path, it’s mined,” that makes a lot of sense and it will save you a lot of pain.

That’s exactly I think what we try to do in this program and why — Tom, your experience, I knew you kind of underplay it but in the last year you’ve been out there just kicking butt. I think it’s a great example of how when you’ve come out prepared because you were making thing happen while you’re still active duty and you hit the ground running as soon as you got out versus me, I have to say I kind of didn’t really do my step first year after getting out. I took some time off, ran a nonprofit over in Ukraine. I guess I ended up getting to know and ended up marrying my now wife. So I guess I made some things happen but it definitely was more of a personal vacation.

The last thing I’ll leave before we get into today’s content is go over and grab that 100 Steps to Transition Success because actually on that list is take a vacation. It’s one of the 101 things. Once you start getting work in the civilian world, you may find that you’re just not going to have time for taking a leave like you used to in the military. I’m very happy I was able to take that time off and live abroad with my fiancée, now wife, and kind of do something which would be much harder now that we’ve got multiple businesses and three kids with another one on the way here in Wisconsin.

Tom: Yeah, for sure. Well, I guess I took a slightly different route choosing to go travel abroad for a year while I built my businesses. So that wasn’t in the 101 list but I think if you combine a few of them, you can come to that conclusion too.

I think it goes back to the point that you said, Antonio, was that I’ve been preparing while I was in the Army knowing that I wanted to be my own boss, that I wanted to start my own business. I didn’t know what it would look like but I was like, well, I need to start learning now. I need to start reading. I need to start educating myself online through these excellent different e-courses that I took to learn about online business and learn from the best.

imagesAnd connecting with you — it was so funny, the first time I connected with you was actually when I was going through — I don’t know if you remember this — I was going through the TAP program, or ACAP I think at that time. I think they just changed it to TAP, the transition program that the Army runs. And I remember actually getting a call from you midday through the three-day event that I went through. It’s just really fascinating because as I was going through it, I was thinking this alone is not going to prepare a veteran. I would say maybe no veteran. It’s just not enough especially if you want to go the entrepreneurial route. There is just nothing out there that’s good enough that’s being offered right now.

So the only way to get to that level is to surround yourself with like-minded people and to surround yourself with mentors and people that have been there, done that and can point you in the right direction. And that’s exactly what I did and that’s why success has kind of been escalated in a lot quicker than I think most people.

Antonio: Well, Tom, we’re going to go and take the — and I do remember that call, by the way. So it’s one thing I just love about running my own company. I can choose who to call, who to interact with, and how to run the thing.

We’ve got some questions that come out of the presentation we did Thursday. These questions are coming from vets just like you and so they’re real, they’re raw. We’re going to quickly answer some of these because I think that they apply to many of people out there.

So the first one that I see is — I’m getting this one off Antonio. “I’m trying to figure out how to generate enough income so that I can be financially free and not go back to work for a corporation.” He’s also got a couple other questions about learning in the most effective habits and life hacks that will allow him to kick as much butt — I got to keep this PG 13 — kick as much behind as possible as a” warnepreneur” and, number three, finding collaborative group to join and grow.

So I like his number three. He’s already thinking of joining a collaborative group which explains why he was on the call and on that live training with High Speed Elite.

But let’s go to number one: figuring out how to generate enough income so that I can be financially free and not go back to working for a corporation. So this is a great question and I’ll go ahead and start off with this into saying that you’re not going to — the question is kind of wrong because you’re not going to figure it out by just — he may not mean this but you can’t just sit and think and figure out what’s going to work. It’s just not going to happen because you’ve got to — and Tom, you were hitting on this — you’ve got to take action. You’ve got to put yourself out there.

I call this entrepreneurial vision and it’s the idea, if you can think of it in a three-dimensional state or it’s like, if you were in a forest and you’re looking outside the forest, you see something very different than when you step into the forest and you start walking through the forest. The difference is your position and how everything looks relative to where you’re at. So from outside the force, it may look like that this is dark, scary, and you don’t really know what’s going on there. You know what this forest really needs? It needs light. So you think would it be great to sell flashlights to the people living in the forest?

Now, this may look apparent from outside the forest but once you walk in, you start to realize, wow, there’s actually pretty good amount of light coming in from the canopy. If you would have tried to sell flashlights, you would have just made them all, walked into the forest and tried selling them, you probably would have failed because there actually wasn’t a need. But once you get in there, you start to know, as you know, the air is pretty stagnant down here. It would be pretty cool actually, maybe air filters or maybe some type of fans or something for the people living in this area.

So I know it’s kind of a simplified example but my thing is you’re not going to figure out how to generate enough income till you actually jump in there and start creating something. Does that make sense, Tom?

Tom: I love that. I actually like the analogy too because I’d never thought of it that way. But it resonates with me because I’ve always been of the mindset that business is in many ways, it’s kind of project-based. At least I take it that way. So it’s one project at a time, one product at a time, and the reality is you’re not going to know in many ways, shapes and forms because you’re not going to know exactly what that product is going to be or what it ought to be to actually hit what they call product market fit, right?

So to be able to create something that actually resonates with enough people, with enough people to actually come and buy it for you to create sustainable revenue, that’s a difficult process. The point is you have to be adaptable. You have to be able to experiment with stuff, which is one of the reasons I like doing stuff online and keeping things digital in a lot of ways although it’s totally not relegated to that. I like digital because for a very low cost you can experiment with many, many different things. You can test out; you can validate your ideas before putting tons of money into something that just blows up.

I’ll say this other thing too. I think another part of this question is about achieving financial freedom so you don’t have to go back to a corporation. I don’t know if you want to touch on this, Antonio, but one of the things that strikes me there as it sounds to me is understanding what is financial freedom to you and how much is that.

So at a minimum, I think when you’re thinking about income, I think a lot of people might think, “Oh, I need to be a millionaire. I need to have…” I think millionaire is a big thing like it would just be a nice number. But in reality, do you need to be a millionaire or do you just need to make maybe two or $2,000 or $3,000 per month in cash flow? That question right there is an entirely different challenge. It’s entirely different problem set. So I think asking the right questions is important for something like this.

Antonio: I completely agree. In quantifying, going to the exact number of what you need to in your mind be financially free and not you — I love that bringing up the millionaire because you ask people how much money would make them happy? I don’t know why we just default to the million and it’s really lost a lot of value if you think about it over the last 10 to 15 years in terms of what can a million get you.

But for a lot of us, it isn’t that much. It’s maybe actually — especially compared with the job we’re doing and if we’re able to downsize or keep our expenses in check, it may be only $5,000, maybe only $10,000. Maybe if you really want a life, $50,000 a month. I mean $50,000 a month is pretty darn nice but you know what? That’s still not a million dollars a year. If you think about it, that’s only $600,000 a year.

So if you’re getting fifty — all of a sudden, it’s actually very doable, much more reachable. It’s the difference between a pipe dream and actually being able to formulate a plan which is actually doable and you can actually measure it and get to that point.

So let’s go to number two: learning the most effective habits and life hacks that will allow me to kick as much butt as possible as a starting entrepreneur.

Well, there are definitely quite a few — I’m not a big fan of the word “hack.” I like trying to enjoy my life. For some reason, I’ve never really picked up on the word. But I think this is where it’s important and this play leads right to question number two of finding that collaborative group of proven successful entrepreneurs who can show you that path.

MixergyOne of my favorite websites, mixergy.com — one of the reasons I love Andrew Warner’s stuff is he actually validates that he brings on people who are successful so you don’t have the blind leading the blind. John Dumas is in the group, he’s really good about — hey, he puts his financials out there. He can actually account certify this stuff and he’s like, “Hey, this is how much money I’m making and this why you can trust me.” He is teaching people how to be successful with money so that is important. I think it is a great reason why he puts it out there.

But you want to look at my success. You can go out there and you can look at our — one of the things I teach with another business called Video Traffic Growth is we actually teach people how to grow their video channels. So one of the things that set me and my partner Ryan Masters apart is actually we’ve got channels: mine with over 11 million views, his with almost 10 million views. And when people see this, it’s like, hey, we’re businesses. We actually have YouTube channels which are kicking butt and we’re using this to sell and to create products.

So actually, I would say first off, make sure that the people that are passing on these habits are in a sense proven, are validated. That’s another thing cool about when you are in a group of veterans is that, hey, we’re all kind of already at the same point. Yeah, there are some rotten apples out there but that’s pretty rare and that I think it’s a few and far between especially when compared to the general population.

Tom: Yeah. I think when it comes to habits and life hacks, I get the concept of the hack and I know what people are after. I hope they’re not saying, “I just want a quick fix” and something that’s just the instantaneous solution, which I don’t think is what this question was asking. I would say that that’s not possible. Everything in life — you have to pay for everything. There’s always going to be a tradeoff no matter what. You’re going to have to put and effort into things especially if you want to go the business route.

I can’t say any part of my journey last year or two has been easy but it’s been very rewarding. As far as the way I’ve hacked it, which I think in terms of efficiency, so a hack then to me is more how do I put time towards high value, high priority things and avoid doing the needless trivial things that don’t matter like a business card or, I don’t know, the colors in your logo. I don’t think any of that stuff matters. Even the name, people get hung up on names a lot. I think that was one of the things I learned from Seth Godin was don’t worry about the name. It doesn’t matter.

So I think one of the best ways you can create these effective habits to kick butt as an entrepreneur, I think the biggest thing, the best piece of advice is to avoid the trivial things that don’t matter. It’s the 80-20 principle. If you just cut off the stuff that’s not working, if you just avoid the stuff that is just not useful to your time and attention or useful to your business, you’ll find that, by nature, by necessity, you’ll gravitate towards the stuff that does actually work.

So I think, one, like Antonio has said, is finding a collaborative group that’s actually legitimate and has experienced entrepreneurship — been there, done that — and aren’t just selling you snake oil. Two is then cutting out all the trivial things, the stuff that has no return on investment. And then three, I guess it kind of goes along with that. This is, in my opinion at least, try to find ways where you can measure what you’re doing.

It’s tough at first but once you have an idea, say, for a product or service, there are ways that you can measure it and that you could track it and you can find out if it’s actually creating any value for you. I think so many people spend time building something, don’t get any validation, launch and nothing happens, but they actually have not done any and then it fails. But the worst part there is not the failing; it’s the fact that they didn’t learn anything because they didn’t measure and they didn’t track.

So what can they learn from that failure? I don’t know if you have any thoughts on that, Antonio.

Antonio: I have to say that there was something you said — I’m going to take a step back because I know we’ve got a limited amount of time for this question. You were saying about you’ve got to focus on what’s urgent and important. You’ve seen the Eisenhower Matrix, haven’t you, Tom?

Tom: Yeah, absolutely.

Antonio: I’ve got actually about a bit — because as soon as you said that, I started looking at the matrix I got in front of me. I’ve got a big pin board which I created myself and it simply has “Urgent” and “Not Urgent” on the top going across. “Urgent” is on the left hand side, “Not urgent” on the right-hand side. And then it has over going from top to bottom, up at the top, it’s got “Important” on the top left and then “Not Important” on the bottom left.

RtvjbqDSo I’ve got that — and just do a Google search for the Eisenhower Matrix. The key to having success I think as an entrepreneur is to focus in on those urgent and important items, making sure those are taken care of but also making time and planning to knock out the important things which are not urgent. Therefore, you’re not reacting to things, and to cut off anything that is not urgent and not important. That just you don’t want to do and the things that are urgent and are not that important to realize that those are things which just are trying to suck — you definitely need to cut off and find a way to rid of that stuff.

So that has helped me a lot because staying focused and doing what’s important first. First, it’s very easy to get dragged into our email and spend four hours, six hours a day in your email, to spend four hours a day on social media, thinking that you’re creating a business. I mean, because, gosh, it sure is sexy being on social media, where you’re publishing things on Facebook. I’m not saying all social media is bad. If you’re on LinkedIn and you’re actually connecting and building relationships, that’s a great use of time relative.

But you have to look at it as a whole. You have to look at, okay, am I neglecting anything else? Do I have a home base? Am I spending a lot of time trying to build up skills which honestly — and I’ve heard some people say education is always a great thing. Not always because you can fall into — just go into a library and randomly grabbing books and spending all day reading them. Well, that’s not the best use of your time.

So you’ve got to figure out what is important and urgent for you, what is important and non-urgent, and make sure that you’re focused in on those and doing it in a way so that you get less things that are urgent and important and you’re just getting done what is important.

Okay, so let’s go — are you cool to go with another question, Tom?

Tom: Yeah, let’s do it. I think that was great.

Antonio: Okay, cool. All right. “My biggest pain point right now is figuring out how to monetize. I think I’m creating good content and I’m reaching out to try to grow my readership. So soon, I’ll have some traffic.” Right now, he doesn’t have too many page views. It looks like he’s got maybe a couple of hundred a month. So we’re not talking a whole lot of traffic here. He’s trying to figure out, okay, how does he get this going?

This is a guy that’s starting a company. He’s got an online website and he’s saying, “Antonio, you told me in the webinar that I should make my business plan but other than creating inspiring content, I’m not sure where to start. How do you make money encouraging people to do the things they’re afraid of? A book seems like the logical place to start, but how do I start bringing money in while I’m working on it?”

So first off, I want to congratulate the gentleman for actually getting started. Getting ten people a day to your website is actually a lot of work. It’s funny; once you get to 10,000 people a day, going from 10,000 to 20,000 isn’t as difficult, in my opinion, as getting those first ten. I know that sounds kind of crazy but when you go for that 10,000 to 20,000, sometimes it’s simply because you have a post that gets picked up by a larger website. But the thing is if you’re at 10,000, you’re already getting — I’m past that point. I’ve got a website that gets quite a bit of traffic so I speak from experience. I write with the Art of Manliness and on a daily basis, that website gets about a hundred —

Tom: Millions, right?

Antonio: What’s that? About a hundred and —

Tom: It gets like millions a year.

Antonio: Yeah, it gets around 15 million views a month. So that one gets quite a bit, anywhere from 300,000 to well over half a million views a day. But the thing is it all starts with one. So I like what this guy has done because when you need to get to ten views, you’ve got to convince friends, family. Those are the people who you’re getting over there. It’s kind of rattling because you’ve got to share this with other people and you’ve got to put yourself out there. But when it comes to monetizing, your friends and your family aren’t going to be the ones to probably buy something from you.

He’s got a lot of questions in here but I would say the best thing that he’s done is he got started. The next thing — and I’m very happy to see he’s starting to focus in — is realizing it’s never too early to start to monetize. That shouldn’t be a bad word.

I think a lot of us guys in the military, we think of somehow making money as maybe a bad thing because we didn’t join the service to make money. We joined and we wanted to serve our country. We wanted the training. We were excited about getting to go blow things up. We wanted to fly jets. We wanted to drive tanks. We wanted to jump out of helicopters and get paid for it.

But making money, I think there’s a lot of feelings in society that somehow we are taking scarce resources from one person and adding it to another one. It’s that whole mindset of scarcity. Really what money is and what you should think about with monetizing is it’s a liquid form of value and that liquid form allows you to measure. If you think of it like a game, it allows you to see how much what you create is valued by somebody else.

Does that make sense, Tom?

Tom: Yeah, I think it makes perfect sense.

Antonio: And by doing it that way, you want to find out — and that leads to his question about how do you make money encouraging people to do the things they are afraid of? I don’t know if you can actually make money encouraging people to do the things they are afraid of. I actually feel that even the way he’s worded that, that there may not be a monetization potential there. However, if he reworded this and he said, “How do you help people discover that they are stronger than what they think they are?” or something like that because that’s one of the reasons we do things that we’re afraid of is we want to test ourselves. We want to challenge ourselves.

So immediately, I’m thinking, okay, well, let’s look at someone who’s doing that really successfully and let’s look at — you don’t have to recreate the wheel. You can look at successful businesses, those guys that do — what is it? There was like warrior runs. What are some of these other ones? You’ve seen them, Tom. right?

Tom: Yeah, like Warrior Dash and Ragnarok and all these, and then the Tough Mudder.

20120625_201344Antonio: The Tough Mudder, that was the one I was — so yeah, these things like Tough Mudder, I mean if you think about what you just said there, Tough Mudder is doing that but they’re doing that in a fun way. How many people do Tough Mudder alone? Whenever I see pictures, people are doing it in groups.

So what you do is you figure out like — you don’t have to figure out anything. You get a general idea of where you want to go and what you want to do and you look at, okay, what is working for other people? But you don’t stop there. You actually then make the decision that you’re going to reach out to. And it could be something. You don’t necessarily reach out to the guys at Tough Mudder. They’re going to be hard to reach. But you know what? I bet they’ve done interviews. I bet they’ve written about their experience. And all of a sudden, you start diving in there and you look at that.

But that is where you get started is again, you look at someone that’s running with this and you pull back and you, say, okay, how can I learn from them? What can I do to imitate? Where is some low-hanging fruit? Perhaps there is a way for me to monetize and go after. But you did bring up the book. Book seems like a logical place to start.

What do you think, Tom? You’ve got a publishing company. Do you think books are where you’re going to make all your money?

Tom: No. And I did start a publishing company so I’m well versed on this, at least well enough to recognize that a book by itself is not going to — it’s probably not the monetization that this person is thinking of when he thinks about achieving financial freedom, for example. One book is probably not going to do it. In fact, the power of a book is in the idea or the message you can spread but the revenue numbers aren’t really in books. That’s pretty clear once you actually go on and look around and realize there are much higher margin, higher revenue style products, digital or even physical as well, that make a lot more sense from a business standpoint.

So I don’t say that you shouldn’t write a book, but I think it’s just an understanding of where does that book fit in the dynamic of what you do. So in the case of certain publishing and what we publish, books are one aspect of it but everything I create I want to have something that there’s an upsell to, that there is something higher margin or higher value to the customer beyond the book. I think books are important. I love books, trust me, but you’re not going to — there is just not simply a business that you can really make a killing off of.

I think that’s why it’s important if you want to do the book route, it’s because you’re passionate about writing, it’s because you’re passionate about spreading ideas. But it’s purely from monetization standpoint, you got to start thinking outside the box and say, no, it’s just because the book is easy and you can make a digital and then there’s very little marginal cost to it. It doesn’t mean that it’s a great avenue for you.

I think it’s coming back to what you said, Antonio, finding what is the problem right now that these people face, what are the solutions that people are already choosing or solutions that they’re paying for right now. Maybe it’s Tough Mudder. So if that’s the case, maybe you can create a similar style thing that’s just easier for beginners to accept. Touch Mudder’s are kind of intimidating to a lot of people. So what about like families? What about like moms and stuff like that? I don’t know. This is just a random thing off the top of my head, but maybe that’s an idea that you could then run with and try to validate.

I hope that answers your question.

Antonio: I love it. When you’re creating something, find the pain point and solve the pain point. Solve the problem. Don’t be vitamins. I used to have a business coach — he was a business professor when I was at the University of Texas and his name is Doggett, John Doggett. He would always say don’t be vitamins. Vitamins you don’t take one day, you’re fine. You’re on vacation. You can skip for a week. Oh, well, you’ve missed your vitamins. If you got a migraine headache, you are going to seek out; you’re going to walk a mile to get to that store to get that headache medicine because it’s just a throbbing pain.

So find the throbbing pain that your target customer has and start to solve those problems versus trying to make money by selling them something that they may not necessarily be willing to pay for. They may like the idea but are they willing to give their hard-earned dollars for that.

Okay, Tom, I know we’re running out of time here so let’s go ahead and maybe wrap things up. I want to really encourage people to come over and join us on one of our live training events at High Speed Elite or just go over to High Speed Low Drag, grab our free e-book if they haven’t done that, 101 ways to transition successfully out of the military. If you’re five years out, you will find actually things on this checklist which still apply to you as a veteran.

Tom: Absolutely. And again, just to reiterate, it’s highspeedlowdrag.org or highspeedelite.com. If you go to highspeedelite.com right now, there is a signup where you can join us for a free live training and you’ll get to hang out with Antonio, John and myself. You’ll get to ask anyone of us questions. I think that’s pretty awesome just a standalone offer. In my opinion, to get the chance to hang out with you, Antonio and John is pretty incredible. So I really highly encourage people to go check it out.

Antonio: Thanks, Tom. I’ll send you the bill.

Tom: Perfect.

Antonio: All right, guys. We’ll see you in the next episode. Take care. Bye-bye.

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