Keaton Hoskins: How 2000 Calls Makes You a Millionaire | E122

launch their business. So they just kind of eat by when they grow their business and they're not willing to put in the work. But everybody quits that first mile because they put in a sprint and they think like I contacted 50 People today. Cool. How many you can contact tomorrow? Well, the first 50 Didn't work. I'm out. That's your problem. That's why so many people quit their job why this

should work. I'm one year in why is it not crashing like today, you've got three to five years of hard, hard work with long hours until you get to where you want to be.

Keaton Hoskins. Keaton is a serial entrepreneur, coach, motivational speaker and author who was one of the stars of the hit reality TV show diesel brothers, which aired on the Discovery Channel for eight seasons. And is the author of the divorce handbook. The hardest thing about divorce, going to war with yourself. Keith, thanks for being here. Welcome to In Search of excellent. Absolutely. It's

really, really early. But my experiences with my father all growing up was safe route, go to school, 401k, nine to five, work your way up and accompany and then retire at 65. Like he preached that into every one of us as siblings. And throughout my whole life. It was like that was like embedded in us. That's what you have to do. And that's the safe route. And I realized on his deathbed, that was all bullshit. The whole thing was bullshit. My dad was 47. When he passed away, he was the CEO of a

really big company. And the last two years of his life, they just kind of threw them away. They were like, Yeah, your health is so bad, we can't use you anymore. So you're done. And everything that he had taught up to that point in his life, was all kind of just thrown away. In my eyes. I watched him tell us all these things. And for every, I think, reason he was successful, right? You know, he made good money. He was a CEO,

all those things. But I realized that the safe route that he had been teaching us was not really the safe route. It wasn't the safe route. And I realized literally sitting next to him on his deathbed, I had the choice of saying, I can either do what he taught me or I can learn from this exact experience. And that is, I don't want to sit on my deathbed, and have regrets about the life that I want to have and live. My father didn't have regrets about things he had

done. He had regrets about things he didn't do, ultimately. And I realized that in there at 21 years old, I kind of coined a phrase. And I know it came from that specific time and it was this, I would rather sink on my own ship than I would sell on somebody else's. And at that point in my life, I made a commitment that I was going to live the life that I wanted that I didn't have enough time because ultimately my dad died at 47. And that I wanted to create the life that I wanted on

me and with nobody else. And I realized I couldn't work for anybody. So literally at that point in my life at 21. I decided like I have to be an entrepreneur. There's no other route for me.

exact shoes. Yeah, yeah. And

I don't want to be tied into this place at 47 that I worked for a company my entire life, and they had the opportunity to go, throw them away, right, get rid of it. I knew that was not what I wanted. So everything up to that point that he had taught me. It was, I don't want to say it was a waste, but it didn't have any real substance to it. And I realized that and they're like, number one, I'm only gonna listen to people whose lives I want. And number two, there's no

safety in anything. So you might as well go after every single thing you've ever wanted in life, there's no safety, forget safety, go get whatever you want out of this life. And that's what that whole idea kind of formed from. So go back

foreign object. So you spend the rest of your life taking what's called immunosuppressants. So if I get a heart transplant, or a lung transplant, or a kidney transplant, I literally have to suppress my immune system for the rest of my life, otherwise, my immune system will fight that

transplant. So my dad from I mean, I remember when I was eight years old, he sat me down on a couch and said, Hey, I've got cancer in my eye, I'm not sure that I'm going to make it you may become the man of the house, like I remember, even eight years old, having a conversation with my father, like, you might have to step up

here. And so from a very young age, I was called to this like leadership of, hey, you might have to take care of your mom, you got four siblings who were younger than you all the way back to the time that I can remember and, and it bled through everything. So one thing, my father being a diabetic, a lot of people don't know how the struggle of diabetes is really, really hard, especially back, you know, 2030 years ago, it's much different today. It's still struggle, but

it was much different. Back then my father, you they're always monitoring their blood sugar, because as a diabetic, you don't have a pancreas that creates insulin and monitors and keeps your blood sugar where it needs to be. So you're always taking insulin? Well, my father would oftentimes go into a diabetic shock, like once a month, I

remember. So from the time I can remember, and I don't know how young it was, but let's say 678 years old, I remember my mom waking me up in the middle of the night saying, hey, I need your help. Your father has gone into a diabetic shock, usually, that's convulsions. And we have to shoot him with a needle to get him to come out. And I did that month after month after month. And there is just something that when you're called to do something, you either rise to the occasion or

you cower, right. So I rose. And I remember as young as like I said, eight, seven. I mean, I don't know the exact age. I remember sitting in my parents bedroom holding my father as he was convulsing, shooting him with a needle all of my time until the time he passed away. So like those kinds of instances for a child, like you either have to become confident leader and get shit done when it needs to be done, or else you cower into this horrible, traumatized

child. And I chose the greater of the two like to step into the role of being a leader. And the other thing is, is when I had conversations with my dying father, it was always you're going to have to step up, you're going to have to take over, you're going to have to be the father figure for all of these things, because I'm not going to be here as long as you think I'm

going to be here. And that created in me a sense of leadership that has come you know, every year I get better as a leader but ever since I was a young child.

than dealing with that. So anytime I was placed into a leadership role, it was easy, because it was never as hard as what was at home with my father and my mother and my siblings. So immediately, like I became football captain, I was always leading my football team, and it just kind of led into every single aspect of my life. But ultimately, yeah, like football was my love. That's where I learned to take what I had learned from being my father, son, to integrating into being a

leader. And from a very young age, like, you don't get the choice not to be confident, you know, like, when you're eight and you have a needle in your hand and you're holding your father who's convulsing, I don't get the choice to second guess I don't get the choice not to be competent enough to get the shit done that needs to be done. Otherwise, you're going to have a catastrophe on your hands. So

superpower. But after being diagnosed, I realized like I can either use this to become a better leader and everything or I can use it to be what they're thinking it is, which is, oh, it's a disadvantage. He's never going to be very successful. But I wasn't adequate anywhere, but where I put my energy and I only put my energy into football, and I excelled like crazy. I was a phenomenal athlete. I was one of

the best athletes in Utah. I ended up going to play at Snow college, I was planning on playing somewhere bigger, but my grades were horrible, because of course, I didn't do school very well. And then at that time, I graduated, I went down to snow college played, and I realized like, I think there's something more than just football. Well,

like a diesel motor. So I fell in love with diesels, it was like my my thing that I loved and it was also my thing I love that I did with my dad, like we would love to load up our big ass boat with all of our stuff all of our family and just go take hills and do all kinds of fun stuff. Ultimately, that was like you wouldn't be able to do in a normal vehicle. And I fell in love with the power of a diesel then and so that was like where all kinds of stemmed and sparked from. And

the little four year area. And a girl who was at the party showed up what where we were at just kind of hanging out and she had expressed to us that she had been drugged and raped at the party. So my brother They're who's much bigger than I am, like, double my size. He was like, let's go. Let's go handle this. So we went to the kids house. I know there who? Yes. She told us who it was. We went to the kids house. I knocked on his door. And I said, Hey, I heard that you did some stuff.

And his response, made it worse. But as long as he just said, What's it to you? And as soon as he said that, my brother was around the door. He was on the other side. So I was talking to him like this. And my brother was standing here. He turned the corner, hit the kid, the kids, roommates shut the door, I kicked the door off the hinges, and we went in and beat the hell out of this kid, like, beat the hell out of him. We left you know, we were done. Went to

football practice. At football practice, the police showed up, they handcuffed my brother and I, they're like, You guys are going to jail. I was stupid back then. I'm like, What are we going to jail for? And my brother was like, You know what we did earlier. And I was like, shit, we ended up going to jail. They put us in a jail cell. And they ultimately were like, Dude, you that is you broken, you beat somebody up, you're bigger than

a normal person. So like, we're going to charge you with assault, battery assault with a deadly weapon. We were facing like felony after felony after felony. And I remember sitting in that jail cell. And it was the first time in my life that I realized the path I was on I didn't want to be on. And I literally, first real prayer I ever gave. I was like, I have to get out of here. Like if you get me out of here, I promise you, I'll get on the path that I you know, ultimately want to be on.

So Anyways, long story short, I ended up spending quite some time in jail until we got sentenced, the judge ended up hearing the full story. So we only ended up being in jail for you know, like a month or two. After we got out, I quit. I stopped football stopped college. I was only at there. I was only in college for a semester. Like that's all that I ever went to school. I came home and I was like, You know what, I want to be a missionary. I'm gonna go on a mission. So

is. So I came home decided that's what I wanted to do, obviously had some preparing because I was a complete idiot at that point in my life, and decided I was going to go and be a missionary so got home prepared to do that ended up getting called to be a missionary in Seattle, Washington, where I went, I was in Seattle for two years. And that like the first few weeks, Seattle is a very anti God

place. Like there's a lot of like, atheists, agnostics, and I started running into people who had tons of questions that I didn't have answers for. And I was like, You know what, dude, if I'm gonna be here, and I'm gonna do this, I'm gonna do it. Right. I need to know everything. So something's like clicked in my brain that if I'm going to do something, I need to be fully prepared to do something, right? Don't half ass anything. Let's treat life the

way I treated football. So I went back the day that I had like a little argument, it was like a Bible bash with somebody else. And I said, You know what, I'm never going to be in a place where I don't know anything anymore. So I started memorizing scriptures after scriptures. After scriptures. I started memorizing the Bible. It took me two to three hours every day for 18 months. But I got into a place where I could literally quote anything I wanted at any

time from the Bible. And that actually helped me like progressively change and turn my brain on. Well, when I did all of that, and I realized I could study and I wasn't stupid. And ADHD wasn't really a disadvantage. I came home. And literally, within those three months of being home was the time my father passed away. And I realized that like I wanted to do something that affected him,

which was endocrinology. So I decided I was going to go to medical school, I wanted to get into pre med and I was smart enough at that time, I was like, I know how to study I learned the Bible. That's the hardest thing you could possibly learn. So then I decided, well, I'm going to go and do medicine. I don't know if it means opening my own practice or all these other things. But ultimately, that's kind of how it steered

from. I went to college, I went on a mission I came home I wanted to get into medical school, do something in medicine, that I could take and help people like my father and that's kind of what what put me into that path.

nurses. So she said, listen, for us to get you in the door, you're gonna have to go work nights working in a neonatology research lab with the deans of admission for the MediCal program, the only way we're going to be able to get you in, I thought, Okay, let's go do that. So that's what I did for about three or four months, I went and started like, Okay, I want to get my hands, you know, I need to figure out what I'm

doing. And in that process is where I really strengthened my whole thought of what I told you in the beginning, which was, I can't work for anybody. Every doctor that I had contact with, I would ask every question I could possibly ask, but my number one question was, Do you love what you're doing? And every answer was the exact same from every doctor across the board. If you're here to make money, don't do it. I thought, will shit yeah, I want to make

money. I don't. And every single doctor, that was the first thing out of their mouth, if you're doing this to make money, this is the worst thing you could ever do. So I was only there for a very short period of time. Like I, I literally found very quickly. This is not what I want. I don't want to work my whole life. I don't want to have a little bit of money with no time. I had already decided like, I don't really think I can

work for somebody anyways. So if I get my medical degree, I can open up my own facility, I can do something. But if everybody I've talked to says that this isn't the route, I need to change that and I left I stopped the pre med I stopped the neonatology research. I literally left everything and said, I'm just gonna go work for myself.

to leave you guys. Because my responsibility is is you guys. And in that conversation, I had made a promise to him at that time. I was not capable of fulfilling but I said Dad, don't worry about that. I promise you. I promise you I will take care of the family. I promise I'll take care of mom all take care of everything. And ultimately, again at that time, I had no I was 21. Like, I didn't know what I was doing. But I knew that whatever I was saying to him, I

would figure it out. And that, again, is what stemmed like if I'm not going to make money here. I can't take care of my family. And if I'm not going to have time, I'm not going to have time to take care of my family. This is not the route that I want to go.

They then came to me and said, We'd love you to run the training program because you're selling like crazy. You're doing tons of training. We want you to do all of these and I said, if that's the case, I want ownership. Ultimately, I was a 2122 year old kid, I had no idea that there was dishonest people, I didn't know that when a man said they would do something that they wouldn't do it, I was so new in the world, I just didn't understand that concept.

And so to me, I thought everything that we talked about, and everything that was laid out would come to fruition. I own the gym, I would do this, I would do that. So I did that for about a year. And he got tired of paying me commissions, he got tired of me take I mean, I was making a lot of money at 22 years old, because I was running my own program, my own training

to get clients. So again, I created this inward type business where it's like, if I don't do it, they're not going to make money, I'm not going to make money. And it created in me this sense of like entrepreneurship. So ultimately, at the end of when it was time to get vested interest, he came into the office and was like, Hey, this isn't working. We're paying you too much. And I'm not gonna give you ownership. And I was like, what? Well, that's what we've been working for for

the last year. It's like, yeah, I paid you too much money. It doesn't make sense to blah, blah, blah, blah, blah. So we ended it, I walked out, I left. I told all my trainers there, I said, Hey, if you want to continue to make money, come work for me, I'm going to start a company, right? And they were like, What do you mean, you're gonna start a company, you don't even own a gym, and I said, I know. I'm gonna figure it out. I went home. And I was like, You

know what, I don't need a gym. I can take trainers and put trainers in people's homes. And we have the equipment. So I literally started going door to door and saying, I can help you get in shape. You don't need a gym, I'll have a trainer come to your house, they'll write your meals, they'll come grocery shopping with you, they'll train you in your home, they'll bring all the equipment. And I have all the trainers from that gym go well, we're following you, because you're the only one that

made us any money anyways. So right out of the gates, I started a company called Moe fit, which stood for mobile fitness, and we just started crushing it, I was seeing 5060 $70,000 months, and I was paying five trainers 15 to 20 grand a month, which is still good money for trainers, right? So from that time, in that that little piece of starting a company, I didn't know how to start an LLC, I didn't know how to do the back end, I didn't know spreadsheets or taxes. I

didn't know any of that. All I knew is how to sell and how to make a company from nothing. And that's essentially what we did. So over about a year and a half, we did that I brought on five, I think I had six trainers. And we were just kind of crushing it and doing really well. And from that point, I was like, You know what I'm going to do I want to go buy a gym now. And I'm going to take this whole model into a gym and give people the option to come to the gym or to train

them in their homes. Then I partnered with a gentleman, he was about 60 years old had a gym here here in Davis County

worse to me. I can bring my billing in, which will automatically flip everything but I want 50% of the business and I want 50% of the building, you know, and I started to structure a deal, which looking back now it's crazy a 23 year old talking to some man with that much money who owned a gym. He was crazy would have been crazy not to take the deal, right. But at the same time, I'm thinking due to 23 year old structuring a deal with a 60 year old. That's pretty crazy.

So we went in we partnered we did the gym thing. And again, I got put into a place where I was making a ton of money. The gym flipped upside down. We started making money from the gym, the personal training was crushing all of the things that we needed for successful gym started to happen. We started to see 4060 $80,000 of income coming in, which is almost $120,000 swinging, you would think as a partner, he would be happy. He

wasn't. He saw how much he was paying me on commissions and all the things and was like, Well, I'm paying you all this money. Why do you get 50% and I got into the exact same situation again with a partner saying you're doing all the work, but I'm paying you a ton of money. And there's only 30 or 40 grand in profits. This doesn't make any sense and he completely blew the deal up. Well again, I didn't have contracts signed. I didn't have anything. So I

didn't know what I was doing. I was going off of a handshake Deal, I was saying, Hey, this is what we're doing. It's all laid out, boom, boom, boom, boom. And ultimately, if I were to go back to that I could have legally gone after him. We had emails, we had things signed, I literally was the owner and operator of the gym on my card. Everything was there. I just didn't have the paperwork. He

also owned a law firm. And I realized that if I was going to go into battle with someone with that much money, it just, it wasn't going to happen. So from there, I went back, and I went, you know what I'm leaving, and I'm going to start another business. And from that point, I started a dental office,

door. I don't know who's living there. It could be a 95 year old couple living there. And just one by one. Yeah.

And I then didn't realize that 2000 Number, I was just like, we got to go, I had just been married, I just had my first daughter, I now left a gym thinking I had ownership got kicked out by a horrible human being like, and I'll talk ill on a lot of people, but you're talking about a gentleman who had tons of money, who had someone he could have mentored and given everything to to grow. But instead he took it he took

took took took took. So we split, and I literally was like this is back on my shoulders, I don't have money to go out and mark it. And even if I did, I don't even know where I would mark it. So I realized like, it was Door Door stuff, it was phone calls, it was Facebook, Facebook had first started to come out this was around 2012 2013, I realized the idea of social media, you know, all

that stuff. And I just went to work like I could not could not build a business without actually putting in the time of the one on one conversations, whether on a door or on a phone call. And any business because you know, I mentor people now on starting business, any business that you wish to launch your 2000 conversations away from making a million dollars in that

business. So you can either take a phone call every day, or you can make hundreds and hundreds and hundreds of phone calls, go to networking, shoot the door if you have to, to get that business launch. But the problem is, is most people don't see that as the necessity to launch their business. So they just kind of eek by when they grow their business, and they're not willing to put in the work.

business. And I remember hearing that I was like, Man, I really was 2000 conversations in until I started making real money. Like I had to knock on door after door after door until I got one. I had to have hundreds of phone calls until I had five or 10 clients. I had to take this massive action. And I didn't have the funds or the know how to do it any other way than on my own back. So when I heard that his number, I literally went back and took inventory of launching these

companies in the beginning. I was like, that's a real number. I genuinely think I had 2000 doors knock before I saw my first 2535 $45,000 Check. So for me, that's kind of how I was like I agree with that number 100% agree with that number. And it's

And I remember having a crush on this woman Robin Bolton had been asked for help. He said I was so afraid, you know, ask her out. But he said if you ask out 100 Girls, the first 99 Say no. Or I feel like she yet, but when you 100 Girls, so yes, you're gonna feel pretty good about yourself and forget about the other 99 I think businesses like that too, especially waiting for your first sale.

accept. Most people hear that and they go, Well, if I talk to 10 people, one person's gonna say, yes, that's not the way that it works. I have to take massive action. And in the massive action, those numbers come true. But if I knock on 100 doors one day, and I get all noes, and it's a zero, that means the next 100 doors that I knock on, I'm going to start to see success. But the problem is, is that first 100. That's where everybody gets deterred. They're like, I knocked on 100 doors.

Why did everybody say no? Bro, you're 2000 away from making the money. That means the first 100 200, maybe even 300 are going to say no. But through that process, you're going to get better, you're going to actually start seeing statistically the numbers that you want to see. But everybody thinks it's like this mathematical equation that oh, if I talk to four people, one of them is going to say yes, that's

not the case. 25% might say yes, but it's after you've talked to 1000 people before you see that 25. And that's the hardest thing, I think in business for entrepreneurs is they go why? I'm doing everything, right. Yeah, but you got to do everything right for a good amount of time before you really see those numbers. It doesn't just come like okay, this is the fourth person, this guy saying yes. This is the fifth person,

this guy saying yes. It's a continued thing, that with massive action, you'll see those numbers but everybody quits before they actually get to that massive action number. It's

you're not running a sprint. And everybody keeps thinking that entrepreneurship is a sprint, I'm gonna work really hard out of the gates. And then if I don't see anything, I didn't work. I'm out of here. Most people are not willing to go well, I got 25 more miles to run until I can say that this doesn't work that everybody quits that first mile because they put in the sprint and I think like I contacted 50 People today. Cool. How many are you gonna contact tomorrow? Well,

the first 50 Didn't work. I'm out. That's your problem. And that's what most people's problems is. Entrepreneurship is long, long time, have long, long work until you see what you want to see, this shit is not easy. And it's not for most people. And I wish more people would adequately portray that message. Stop telling the world that entrepreneurship is the greatest thing in the world. And that's just going to happen, right? You should be an entrepreneur. It's so great. You're right, it is

great. But man, it's a lot more work than you think it's going to be, it's going to be 10 times harder than what you fathom when you start. Now the payoff I think is worth it. But it will be harder and longer than you think. And I wish more people would say that message because that's, that's why so many people quit. They're like, why this should work. I'm one year

in why is it not crashing? It's like to, you've got three to five years of hard, hard work with long hours until you get to where you want to be.

Because a lot of people said if it's not broke, don't fix it. But a lot of people say you have to break it to create more value. Yeah.

business across the board. And for me, what I realized in my model was, if there is something that people want, they will figure out how to pay for it, if I can implement a model that allows them the option to pay for it, I can gather more people for that actual product or service, whatever it is. So for personal training, I learned like people want to get in shape, but they don't have $10,000 to put on a trainer. But what do they have, they can do

three or 400 bucks a month. So I realized this like financing option, right? Where instead of signing a contract for a trainer for 678 $9,000, give me your card, yada yada yada, I realized more people would spend $200 A month or $300 a month for a year or two years, then people that would just pay outright. So when I went into the dental office, it was the same thing. I said, Hey, how many people come through that door that actually get with you and get their teeth

done? The dentist said to me 10%, I said you're servicing 10% of the people that walk through the door. He's like everybody else doesn't have any money, or they don't have any dental insurance. And I was like, what if we offered financing for them? What if I signed them up on a contract after we did their work? Or showed them what work they needed? And instead of saying, as a dentist, Hey, your bill for your teeth is $1,000. What if I said, Hey, your bill is $650 a month for the next

year? And we're gonna get the work done that you need. Everybody would say yes. My the dentist was like, I don't think that's going to work. People will that they won't pay yada, yada, yada. And I said, are you willing to walk this with me? He's like, Yeah, I said, Okay, you're going to tell them what they need. I'm going to create a contract based off of the work that they need. And I'm going to build it so that they can afford

it. Nobody wants to walk in the door and say I can't afford to get this fix is the most important thing like so all the sudden, we just started having the masses come in without any dental insurance without anything that I just need this work done. Okay, it's 12 grand. That's X amount per month. Are you willing to sign that contract? Absolutely. I am. So

we started financing people. I took the same model as personal training on a month to month and I added it to dentistry, and we started running them through the door. Same thing. I went to the plastic surgery clinic and I said how many people roll through that don't have six or seven grand for breast augmentation. And he laughed him he goes, every 1819 20 year old girl wants a breast augmentation. They don't have credit, they don't have a credit card. They make 1200 bucks a

month in their job. And I said okay, and their parents aren't paying and their parents definitely aren't paying for it. I said, Well, what if we offer them financing? And he was like, There's no way it's not gonna work? And I said, are you willing to walk this with me? Absolutely. I am. Okay, what's our cost? And he would say, oh, it's about $1,000, my cost for breast augmentation, I said, What if I could get $1,000 Down 300 bucks a month for 18 months, 15 months. And he was like, if

they'll do it. I said, Alright, let's do it. So we started that financing option. Again, same thing that I had taken from personal training, 345 $600 a month and all the sudden, all these people started coming into the business and they were like, we've been turned down by everybody. They want my $6,000 payment upfront. I can't afford that I can afford $1,000 down and 400 bucks a month Great. Sign the contract. Let's get to it. I implemented that in every single thing that I started

doing. And I realized when people want something, they'll figure out a way to do it. But if you don't give them the option, they're just gonna walk away. So we started servicing people in the dental field that never they had no option but to pull their teeth. We started servicing people in the plastic surgery community that was like I want a breast augmentation, but I don't have that money. Okay, great. We'll give you a

way to do that. And the best part is on all of those platforms, we we always had a delinquent payment or a failed payment. It was less than 10%. People were so happy to get the work done and have the option. They stuck to their payments. So I

I'm not saying that it didn't work well here because of that, but it could work anywhere, you would just open up your demographic of people who could afford your services, right? I got into this mindset that you're telling me that people own homes for three, four or $500,000. They don't have three or four or five times, what do they have, oh, they have a 30 year option to pay on that home. And they're making those payments. They also have a

$25,000 car, a $30,000. Car, they don't have 20, or $30,000 to their name. But they do have the ability to finance it for 567 years. And I realized, like, that's what people need for services that we offer. So we implemented that. And I still to this day, implement that, across the board, when somebody wants something and you give them an option that allows them to pay

for it. They'll jump on it, which opens up your demographic, and a lot of people even listening on this is like, well, I don't know if that would work in my industry. It will. You just have to have the infrastructure to build that out. Right the billing, you need to have the bill collector, you need to have the right contract. You need to have the the right advertising like we started advertising for breast augmentations. And it literally our advertisement was simple.

Breast Augmentation 399 a month. People lost their mind. What do you mean? 399 a month I can get my breasts done? Yes, absolutely. Rolling through the door, right. And

for him didn't make sense. But when I started to work backwards with him, and this was part of me structuring the deals, I was like, Listen, do you want to sell this contractual value is what is a good multiplier for a business that you can sell? If I go to sell a business, and it's doing contractually a million dollars a month? Why wouldn't I do a 678 10? Multiplier if if I bought that business, right? And he was like, Oh, I guess that makes sense. So that's ultimately how we created it.

Yeah. Because think about all the people coming, who are going to follow that and said, You know, I was like a $300,000 truck or whatever it costs, how the show come about. And who are these dudes who Yeah, so this is eighth grade. So

you guys. I'm running a plastic surgery clinic, a gym, a dental office, all these things. But I would love to come and do this with you. What does this look like? And they were like, Well, we came up with this model where we can monetize social media, and no one believes us. So we had Facebook start rolling out and we had all of these followers, all of these eyes and we were trying to figure out how we monetize. We would go from company to company saying, Hey, we have 234 500,000 followers.

Let us show you how to make money off it. Nobody believed us. And we were like, well, let's show people. Let's go and give a truck away for free. And the way to enter is you buy clothing from us and every dollar you spend with us you get one entry into when the truck was in 2011 and 12. We didn't have a ton of money, but we were like, I think this model will really work. Heavy D was like we're gonna give away a $70,000 truck. And we're going to sell wristbands that say diesel power

on him. We have three shirts and we have a sweater. That's all we have. But every dollar they spend on this and the wristband was $1 every dollar they spend they get one entry into when the truck so let's put it out into our social media. Let's do social media viral videos. And let's try to grow the page and then advertise the page that we've grown. So we did we put together this crazy like truck

giveaway. And the first giveaway it cost us about 75,000 for the truck, and maybe another 100,000 for actual gear and everything. And we did $600,000 in sales. And we were like holy shit. This model works like this really works. We were for all intents purpose, we were the godfather of the giveaway model. We were the first ones that ever did it because I think we were crazy enough to do it. So from 2011 and 12, to about 2020, we gave

away 150 vehicles. And by 2013, and 14, we started creating such viral content that we were being seen all over the place. Jay Leno saw one of our content pieces and was like, you guys got to come out to my show. So went out to the Jay Leno Show did a quick clip. It was really cool. Well, the Discovery Channel saw the clip, they came out to us and they were like, You guys are crazy. We want to do a TV show with you. And we were like, we're making so much money doing these giveaways. We

don't want to do a TV show. So we told them no, they came back to us month after month after month. Finally, after a year of talking, we were like, Alright, let's do it. Maybe this will help our giveaway model. So in 2013 14, we decided to do our first TV show. But by that point, we were already so big on Facebook. I mean, between the three of us, I think we had almost a million followers. So we already had this built in

network. And we told our network like Hey guys, we're starting a TV show comm watch our first episode, and our first episode aired on Discovery. And to this day, we were still the number one most most watched premier reality show on Discovery Channel. And from that point, until we stopped filming, I think in like 2022. That was the I think it was like eight or nine seasons ultimately. But that's how the TV show kind of

went about. And it was just us doing crazy shit building trucks, given trucks away doing viral stuff, viral content that more and more people would watch. And we just grew our network.

huge learning curve for me. I learned what most people learn in five to eight years where they're learning in 40 or 50 or 60 years because I was willing to do the stupid shit and take the risks like the TV show and the giveaways that by the time I was 30. I do remember when I was 30. I remember sitting back I had $1,013,000 in my bank account. I still to this day, I took a screenshot of it. And I remember sitting there like I did it, I reached the goal that

I wanted. I was like 30 I mean, I had been 30 for a few months. And I realized then literally right at that time, I was like if I'm really going to exponentially grow. I have to do it with the right people. I don't have enough time and bandwidth to build what I'm seeking to build without real teams real infrastructure. And then in that same time I became really good friends with Andy for Zillow and his brother Sal

for Zillow. And I had a conversation with Sal, I had owned a supplement company for a little while. And I saw

first form is just crushing. And he said, Keaton, I'll tell you only one word, infrastructure. And I was like, Okay, what do you mean, and he's like, You will never be able to grow the way you want to grow and have the time you want to have without building a team and infrastructure in the companies that you're seeking to build. I was like, Holy shit, I've been doing this by myself the whole time. That's why I'm 30. And I barely made a million dollars.

Like, I'm never gonna get to where I want to be because I'm going to be the one doing it all. That's when that mindset

shifted. And I was like, Okay, so I've got to build teams that are duplicable, that build infrastructure that do all the things I'm not going to be the marketing guy, I'm not going to be the CEO, I'm not going to be the CPA, I need to build teams that can do these things, to give me my time back so that I can create the vision of where I really want to go and then do what moves the needle, which again, most entrepreneurs don't realize this most of the conversations I have with

entrepreneurs that are making 800,000 1,000,001.5, they bottleneck themselves because they haven't built the teams and the infrastructure. But as soon as they begin to build that take their time back, start creating the vision again to go bigger and bigger and bigger. That's when they really start to see gross. So now for me, I own a

few companies. Now, every one of my companies has a CEO, every one of my companies has a CEO, every one of my companies has a sales team has a marketer has an assistant, all of those things that I once thought I had to do, I realize really quickly, I got to build infrastructure. And that's ultimately now where I spend the majority of my time with mentoring people is you're making good money, but you want to grow big, we got to build a team. And that means spending more money and more time

upfront. So you can create the team that then you can step away from and that's what they're usually so fearful of. It's like, well, this is gonna cost more money. It's going to take more of my time. Yeah, but we're setting it up so that you can walk away much quicker. You're