Transcribed by Descript
Erin Marcus: All right. Welcome. Welcome to this episode of the ready yet podcast. My guest today is Daryl Urbanski and we've been chatting all things health related and I'm excited to put this in a business perspective. So before I let you introduce yourself, you know, we've been, we have this Common interest in personal fitness.
Erin Marcus: You've been in CrossFit, I did powerlifting and bodybuilding and talking about supplements and all these, you know, approaches to workouts. And there's this research, right? There's this research. theme to what we were talking about, herbs, supplements, all that stuff. And I love that because you take that further into business, right?
Erin Marcus: You, you did all this research on what makes people successful. So as I put it, rather than, you know, just listening to Bob on Instagram, right? We've got actual research that you've done. So I can't wait to get into that and share that with people. So before we do that, why don't you tell everyone a little more officially who you are, what you do, all the cool things.
Daryl Urbanski: Sure, I'm Daryl. I help businesses and websites get customers and keep them. I've been doing this for, geez, something like 20 years now. I'll tell the story. So I, you know, I've often worked with clients. I had always had an agency with a small group of, of clients that it was always kind of like a commission, like a base plus commission or equity kind of position working on different and different projects.
Daryl Urbanski: I lived in Vietnam for a couple of years. And when I was there, I managed to connect with a guy who was a copywriter from mind Valley, which is like a hundred million dollar company out of Malaysia. And just for kind of shits and giggles, we thought, Hey, let's put on a workshop and, you know, like just teach some local people about business.
Daryl Urbanski: And we started doing surveys and we realized we didn't even know. We realized there was a lot of English English teachers in Vietnam. So we call it the English teacher breakout or something like that. Anyways. And we put on a little event and it was good. We had some like 50 people show up and. You know, we just kind of talked about the fundamentals and everybody loved it.
Daryl Urbanski: It was great. We thought, man, maybe let's do this. Cause we were both going to be traveling again and meet up or cross paths in Saigon, because this was in Hanoi. And we said, let's do it again. So we started doing it, but then my friend had something to go. And I was like, you know what? We already started running the ads and everything.
Daryl Urbanski: I'll I'll do it. We got the coworking space. I'll do it because the idea was we record the content, maybe make a course out of it or whatever. It wasn't a money making thing at all. It was really just about connecting with people in the area. And really it was it, you know, let's just do an event. Maybe we might record a product out of it, who knows.
Daryl Urbanski: So. I put this event on and one of the offers of the event was if you don't feel it's for you at the lunch break, let me know and I'll give you your money back. And I actually had one older gentleman ask for his money. And his reason was like, I just don't know computers. I didn't realize if I told him that I can make, help him make money.
Daryl Urbanski: He was like, I, he said, this all makes sense. It's very logical, but I'm just not good with computers. And I already work a full time job. And that's kind of what you want. You don't. It's a bit of a side tangent, but bragging about never getting refunds is not a good thing. I remember reading about this from Gary Hensburg where he's talking about you actually want people to feel comfortable getting refunds because you want people to try out your things.
Daryl Urbanski: So getting refunds, it depends on the reason why, is not a bad thing. Right, if it's a good reason, there's absolutely. You want people trying out your product. You want that. So anyways, so no, no refunds. No good. So this guy asked for that, but nobody else did. So I catered the event, all that. It wasn't a big thing.
Daryl Urbanski: It was a cool working space. I think we had it. The first one was 50 people. Second one was maybe 25, 30 at the end of the event. We're packing up. Everyone's leaving. This one gentleman that was there is picking my now wife's brain. And he was so shocked. Cause she's this little Filipino girl recently graduated from university and she has a six figure agency and he's like, as it was a writing agency and he is stuck in Vietnam teaching English because he can't get enough clients as a writer to pay his own bills and leave.
Daryl Urbanski: And so like, we're packing up, everyone's gone. It's me and my daughter. She was like two at the time. And he, we stayed 40 minutes behind with this guy to answer all of his questions. Cause we're there to help, right? Whatever. And at the end of all this. And all he's giving, he goes, by the way, I'm going to need that refund.
Daryl Urbanski: And I went, what? And he goes, yeah, I use my rent money to pay for this. So if, if you don't give it back to me, I'm not going to be able to pay my rent. I was like, bro, come on, man. And I gave him the refund anyways. Right. But I, it was after a long, like, bro, seriously, like you came here, you ate my food. You heard the whole like announcement at the lunch break.
Daryl Urbanski: If you want your refund, now's the time. Yeah. You went through all that. And then you kept us 40 minutes. And here's, here's a hint. I learned this in my martial arts school. When you have to make special conditions for clients. It tends to not be the only thing like how you enter into a relationship, it tends to be how it goes.
Daryl Urbanski: So if you have someone that you start making, like it should have been a red flag when this guy was holding this back so long. I mean, it was short time, maybe not, but anytime you have a client, they need to make special payment arrangements, stuff like that. Just know. It never gets better than the first date, right?
Daryl Urbanski: Oh, that's a good way to say it. I love it. I'm writing that down. Right. It never gets better than the first date. And the situation is fine. Okay. It is what it is. Give him a refund, right? Again, it wasn't my main source of income or anything. Three months later, right before the pandemic hit, I see this guy advertising because everyone in Vietnam is in the expat Facebook groups.
Daryl Urbanski: He's advertising his own entrepreneurship workshop. It manifests the business of your dreams. And I was so livid because this guy couldn't pay his own bills, all this sort of stuff. And now he's pretending to be a guru. And what upset me was because I call them weekend, weekend experts, because people like this, they do like a weekend certification program.
Daryl Urbanski: And now, and I'm not trying to insult anybody, but it's just a fact. They do a weekend certification program. And now they get in front of business owners go, Hey, tell you what? Gamble paying your staff, gamble your ability to retire, gamble your ability to pay medical bills and your students, school bills.
Daryl Urbanski: On me, right? Because business is a sink or swim endeavor. Most people are not in business full time and have part time income coming in from somewhere else that covers all their expenses. And so that's what made me so livid about what this guy was doing, because there's going to be genuine people that are genuine.
Daryl Urbanski: Like this is a, Google calls it your money, your life, and they treat websites. That discuss your money, your life topics with a different degree of severity than a hobby site site, because it can have massive ramifications. So when the pandemic hit, I felt like the sharks are going to be in the water.
Daryl Urbanski: People like this guy are going to be everywhere. And some of them are well intentioned the whole fake it till you make it sure. Okay. Whatever. But you know, I've been in this game for so long and there's not really like to be a lawyer, you have to pass the bar exam. Right. Like all this sort of, there's not really that for business coaches.
Daryl Urbanski: Or consultants.
Erin Marcus: Right. And it was the reason I hesitated to put that label on what I do for so long because I didn't wanna throw my name in that ring,
Daryl Urbanski: right? So I said, okay, sharks in the water. What we need is we need a scientific approach. Originally it was called the fake guru solution, and what I was looking for is to figure out what the science said or the critical factors for success in business so we could measure.
Daryl Urbanski: A guru or a program's effectiveness at improving any of them. So we do all the research for that. What I found was that not a lot of people want it to be third party validated. In some ways, that was a tough sell. How did you talk to all your clients and find out if you're really good? Well, I don't think I want, what if I'm not?
Daryl Urbanski: I was people that would talk. And then when it came time and it wasn't even about payment, I had some people that paid, but then when it came to actually talk to people, they got like I
Erin Marcus: would imagine it's not all based in, I'm not. Doing a good job. Some of it's just fear, right? Some of it's just fear.
Daryl Urbanski: Yeah, and my intent was never to throw anyone under the bus.
Daryl Urbanski: It was about, it was about raising the level of the industry. That was really my intent. Was, listen, I've dedicated my life to this industry. I want to set a benchmark standard. So when someone gets hired, someone they know, because a lot of these, like no one's checking tax returns. You know, I saw this great quote.
Daryl Urbanski: It was like, Hey, I interviewed my friend. He's in the top 30 under Forbes is top 30 under 30. And here's how he said he does it. One number one, you know, he's the VP of this big tech company. Here's how he says he does it. Number one, he's up at 5am. Number two, he meditates every day. Number three, cold showers.
Daryl Urbanski: Number four, his dad owns the company. And it's like, nobody knows. Nobody knows about like, you know, like there's There's so many people, I've been behind so many closed doors. I remember I got out of JV mailing, and it's a good strategy, and again, we're talking about exceptions here. Because I was behind closed doors and a city once upon a time.
Daryl Urbanski: And it was like a discussion of like, okay, I'm going to launch my product this month, you're going to launch your product that month, and everyone was going to co promote each other. But there was no discussion about whether the product was going to be any good for the end user. It was just like, you got to have something ready.
Daryl Urbanski: And you're going to be,
Erin Marcus: it's the reason. And I, as I'm a big networker, I meet a ton of people. I referred a ton of business, but it's the reason I never liked organized referral groups, because I don't want to. feel obligated to give business to a certain person just because you bought your 30 breakfast at the same place I bought my 30 breakfast.
Erin Marcus: Right.
Daryl Urbanski: And these guys were major influencers in the space at the time. And you know back in the day. And so what I realized was happening was sometimes these guys would sell a product and I'd seen it. I see some people comment like, Hey, I bought this and I, I didn't get results. But they're, they're bad reviews drowned out by this influencer who's got so many fans and you've got these five gurus that are singing praises of this program or product or software tool or whatever.
Daryl Urbanski: And so it's like the, the reality for the buyer gets drowned out because they hide behind testimonials of people that maybe didn't give her, you know, like, so it's, it was that, so I, how do we see our way through this? So I did research and like I said, I ended up hiring 10 different assistants from around the world.
Daryl Urbanski: I got friends of mine that are PhDs and statisticians to help me kind of look over some of this stuff and we have here are the eight critical success factors. People like Darrell, just give me the baby. So here's the baby. Self efficacy, market intelligence, strategic planning, marketing strategy, sales strategy and skill, money management, business operations, and business intelligence.
Daryl Urbanski: These are the eight critical success factors and they drill down. Like what we did is once we kind of had the big umbrella. Because what we did, I mean, I would share my screen, but, podcast. So what we did is, like I said, we'd look at all these studies and we basically, in a spreadsheet, factored out all the things that they said were proven or disproven.
Daryl Urbanski: And then we mapped it out and tried almost like a Venn diagram, where things overlap, right? Like, what are the common denominators, the signal to noise? Figure out what are the umbrella categories, all these things fit under. And that's where we came up with those eight. And once we had the eight, then we drilled into each specifically, again, going through studies.
Daryl Urbanski: Like we looked at studies that have Saudi Arabia, Thailand, Harvard business review, like all over the world. Indonesia. And so like self efficacy, we found that self efficacy has three pillars. One is certain personality traits, characteristics, the person has to demonstrate leadership skills. And personal disciplines.
Daryl Urbanski: So the personality traits were locus of control. That means being a control freak about what you can control. That's important, right? Don't sweat the small stuff, but you know, like obsess about minor gain, marginal gains, and the things you can control extroversion. You don't have to be an extrovert. But business is about helping people and you have to meet new people to help.
Daryl Urbanski: You have to be willing
Erin Marcus: to talk to other. I say, I think that one, it goes even deeper. Even people who are defined themselves as an extrovert. I watch business after business, try to create a system to build a business avoiding talking to other human beings.
Daryl Urbanski: Yeah. Yeah. Yeah.
Erin Marcus: That's not how this works. Nobody is going to buy your 20, 000 program without ever talking to
Daryl Urbanski: Yeah,
Erin Marcus: there's no funnel in the world that is gonna make that happen.
Daryl Urbanski: Right, right, right. So, extroversion, openness to experience, agreeableness, conscientiousness, and acceptance of criticism and feedback. These are the personality traits. That you need to have to be effective to have self efficacy. You need them. Your team needs them in order to succeed in business. The leadership skills.
Daryl Urbanski: This is the other thing, because this is some of these are so like, you know, I've been a direct response marketer and brand marketers. I'm like, they just hide behind, again, I'm speaking in broad strokes. I'm not trying to throw anyone under the bus. But direct response is what internet marketing is for people that know direct response means it's measurable.
Daryl Urbanski: How much should I spend? How much should I make? Where branding is more about what do the colors make me feel? Right. You know, that, that sort of thing. And I, you know, like it's easy to be a brand marketer in the sense of it's not, it's not apples to apples comparison with direct. What direct response direct response is like, I made the company this much by spending this much, whereas in brand, you don't get that direct correlation, branding does have huge value, like 100%.
Daryl Urbanski: I'm not trying to say that at all. Well,
Erin Marcus: it
Daryl Urbanski: all
Erin Marcus: goes together. I think that is one of the key pieces. It's not just eight critical habits or all these characteristics. It's being able to combine
Daryl Urbanski: them. Well, the brand is my, in my mind, direct response is what gets the sale and the brand is what you do is the relationship you develop with people that either by attraction,
Erin Marcus: right?
Erin Marcus: And that's the way that I describe, I say marketing is everything you do to create awareness of the fact that you have a business. Sales is the mutually agreed upon conversation we enter into once we decide if we're going to talk about changing money for services.
Daryl Urbanski: Yeah, that's, that's, that's a very good.
Daryl Urbanski: Yeah. That's very, very, very good. A hundred percent. So leadership skills, like as one of those vague, like what is leadership? And so for based on our research, leadership is self awareness skills, communication, cooperation skills, emotional intelligence skills, and adaptability. That's it. The vision, all that stuff is based off your market intelligence and strategic planning.
Daryl Urbanski: The personal disciplines are things like physical health, mental health, time management, right. Discipline, sense of urgency. So those combined make up self efficacy. Which kind of talks to you talk about the health component. That's a really big important to it. If you can only run a mile and then you're exhausted, you got to take a nap.
Daryl Urbanski: That's your energy gas tank you bring to every day. If I snap my fingers, now you can run 10 miles. You bring that much more energy and intensity to everything that you're doing. There's all sorts of research showing that you're more emotionally resilient, mentally stable, you know, you can handle more stress.
Daryl Urbanski: And the truth
Erin Marcus: is, if you really look at what could derail, the only thing that can absolutely derail you instantaneously is a health problem of yours or a loved one. Right. Oh yeah. I mean, that's it. It's over. We're, we've come to a screeching halt. Right. If you or a close loved one have a health problem.
Daryl Urbanski: situation. A healthy person has a hundred wishes. A sick person only has one. Right. Yeah. So, so first is like, you have to show up in peak mental and physical condition every day. Ultimately you do, your team does, otherwise you're not going to be effective. Right. And this is all then built. You're not going to
Erin Marcus: have the bandwidth, right?
Erin Marcus: Like you're not going to have the resilience. You're not going to have the reserves in the gas tank for the resilience that's required to get through the ebbs and flows of it all.
Daryl Urbanski: Right. Health. And it's same thing with all the, I mean, it's tough to say people's, I say, Darryl, what's the one to rule them all?
Daryl Urbanski: And I would probably say self advocacy, but, but ultimately you need them all because there's so many examples of businesses that failed. I always like to use like Blockbuster versus Netflix. Blockbuster was doing 6 billion. That's a B, 6 billion a year, give or take a couple billion. They could have hired any talent.
Daryl Urbanski: They could have built any technology. They could have bought Netflix. They had the opportunity to buy Netflix, but their market intelligence, their strategic plan were not in line with the actual happenings in reality. Right. And so they got taken out by a small startup, I think, out of the UK that had this kind of pizza delivery mentality of, you know, Of movies.
Daryl Urbanski: Right, they used to mail us DVDs. Yeah, that's it. Yeah, you'd get a catalog, you'd call, you'd give the number of the thing, it'd send it to you. Because they, they got disconnected. They were so focused on monetizing. Greg Glassman says this, and I think it's fantastic. Because this is a really easy way to, how do I navigate through all this?
Daryl Urbanski: Talked about how markets are unknown, ultimately unknown and unknowable. If I ask you how many people are shopping for a car today, you can look at indicators, but ultimately the true volume is unknown and it changes every second of every day. So it's unknowable. So you're never going to have that clear, but excellence is visible to everyone.
Daryl Urbanski: So if you're clear on what problem you saw and you obsess over being the one who solves it with the highest degree of excellence. Ebbs and flows will come in, you know, and it won't
Erin Marcus: matter. Well, I was always taught that In any buying market in any market, there's really only three percent of a market looking to purchase it Anyway, I mean that's like right from the nba, right?
Erin Marcus: Wait, this is like not new so You don't have to worry because the good news is New people enter and exit that 3 percent every day. Your branding and your market awareness is what keeps you front of mind. So that when person A jumps into the marketplace, right? When they enter that point where they're considering making a purchase, you're one of the thing you're one of the considerations.
Daryl Urbanski: Right. Recency, recency, it's called a recency bias. Yes. Right. You don't remember the best dentist you ever met, you remember the dentist you just talked to recently. So that's the, yeah, that's the, the recency bias and that people buy when they're ready to buy, not when you're ready to sell. Now that said, you do need to have a process for asking questions that helps indicate when someone is ready.
Daryl Urbanski: And qualify as most people don't spend enough time qualifying. I'm probably as guilty of this as anybody, but at least I know that that's the big issue that you need to spend two, three times longer than you think. Just qualifying. It's a good fit. And I think they're right. And I
Erin Marcus: think the reason people don't do that is out of fear and scarcity.
Erin Marcus: They're trying to find, I, I've really made this switch lately where I used to try to find a reason someone should work with me. And now I don't try to convince anybody they should work with me. Yes, and going back to your original story, you know, not looking at it that way and not having the fear and the scarcity that's making me try to fit a square peg in a round hole prevents all those problems like you were talking about that guy.
Erin Marcus: You know, as you, as soon as you start making concessions, the first one is just the first of, right?
Daryl Urbanski: Yep. No, a hundred percent, a hundred percent gong, gong did AI analysis of over a million sales calls, and they came up with the, the, the structure of the call of the ultimate, like top salespeople. And it really breaks down the free phase, three phases, qualification features, next step.
Daryl Urbanski: Qualification, you know, budget need timeline authority. I think that's. I
Erin Marcus: watch so many people trying to convince people to buy from them when the, they have no desire, right?
Daryl Urbanski: They
Erin Marcus: have to have need, they have to need your solution. They might have to have the problem that you solve. They have to have budget, right?
Erin Marcus: They have to be able to afford you. That's another big one. I watch people trying to sell to the people who don't have the budget to afford them and they have to have a desire. Like, don't make it any harder than that. Stop trying to sell to people who don't want to solve the problem.
Daryl Urbanski: Right, right. Yeah, BANT is the acronym.
Daryl Urbanski: Budget, Authority, Need, and Timeline. Like, are you gonna buy now, or are you gonna buy next year? Like, what time, what timeline? Right. You gotta get the answers to that, to that first, before you become the singing and dancing bear trying to show off how rich you are. That's, And that's, I see that because that's how I felt sometimes where I get on, like I was just a singing and dancing bear trying to wave traffic right now.
Daryl Urbanski: Like, that's how, that's how I feel sometimes. Yeah. So anyways, but that's. That's where you need these. And so going back to the leadership, you need to have self awareness skills to see how you're doing, right? You need to know what you're good at, what you're not good at, what you need to develop.
Daryl Urbanski: Communication cooperation skills. You have to communicate, cooperate with your staff, your vendors, your customers. You have to have the emotional intelligence. I mean, we've all been people in businesses that disrespected us or, or, or offended our boundaries in some way. And that ruined what could have been a wonderful long term partnership.
Daryl Urbanski: I used
Erin Marcus: to I used to focus on communications and difficult conversations. That was my background. And I wrote an article. I actually got a lot of clients just from this article. And I called it, What is it like to be on the receiving end of you? Oh, that's powerful. If you can't answer that with a positive, what is it like to be on the receiving end of you?
Erin Marcus: If you can't answer that question with a positive response,
Daryl Urbanski: you're going to run into problems. To a certain extent. I think that that's part of the real value of things like marriage in our, you know, where you can order pussy, like as easy as you can pizza. Like all the dating apps and stuff now, like there's no need to stay.
Daryl Urbanski: I'm sorry if that was vulgar. I just want like, it's with these dating apps and stuff. It's so like you just a couple of swipes, a little bit of chatting and then okay. Right.
Erin Marcus: Nobody, nobody's had to learn how to the art of influence, the art of seduction, the art of influence, the art of connecting the heart of picking up a person like they jump right into, will you marry me?
Erin Marcus: Right. They jump right into,
Daryl Urbanski: yes, the horizontal Mamba.
Erin Marcus: And that's, it might be a time and place for that. But if that's all, you know,
Daryl Urbanski: well, my point in going back to what you're saying is that you end up having lots of superficial relationships. And so long term relationships teach a person their, their, their shadow.
Daryl Urbanski: Essentially, when you, when you deal with your friends and that annoying part of you rubs them the wrong way, too much, too long, they just, they You don't see them for a while and you come back and you're still friends and they like you but There's that thing and whenever that thing comes around I just kind of disappear and there's no need for them to have that difficult conversation with you because they can just ghost you But when you live with someone and it's day 1097 Of that annoying thing you do they're like look look we're gonna sort this now you need to stop doing that Right and that's you have to have that self reflection.
Daryl Urbanski: So I think I think there's a ton of value. Well, you know, Naval says this. He's a, I think he's a, a great, a great tech, tech billionaire. I think he's a billionaire now. You know, he talks to play long term games with long term people, but that really does require you to polish yourself. I mean, Ghani said this, if you will change, the world will change for you.
Daryl Urbanski: And I think business is very Shakespearean where in all the Shakespeare's plays that character main characters fell victim to their greatest flaw. Yeah. I think businesses, that's.
Erin Marcus: And I
Daryl Urbanski: think the
Erin Marcus: unfortunate, like the duality of younger generations have a lot more opportunity than someone who grew up when I did.
Erin Marcus: We didn't have the internet. We didn't have any awareness beyond the five people we grew up with. Like we didn't know, like I knew what my best friend's parents did. I knew what my aunts and uncles did. That's all you know. That's like that. These are the options. These six things. You just have no awareness.
Erin Marcus: So there's this huge awareness, but What they, what they don't have and what they're, how they're hurting themselves is the entitlement. There's no personal responsibility. So they want all the opera. The downside is they want the opportunities, but they want it to just be handed to them. Right. Instagram would have them believing it should happen instantly.
Erin Marcus: And much of the rhetoric that's out there has them believing it's all someone else's fault. Right.
Daryl Urbanski: And we're in for a long road of this because most countries only have one child, two max, and you have China with their one child policy where there's 35 million men that are never going to meet a woman in their life.
Daryl Urbanski: No. And all single kids, they're all, right? They're all little emperors, they call them. Right. They're all doted upon. And yeah, we've got it. We've got a generation that we're going to go through. That's It's going to be unlike any other generation. I mean, we have the boomers, but we're going to have another one go through that's going to be only child, you know, household kids that are raised that have very, they might have deep connections with a few people.
Daryl Urbanski: And again, I feel like some of this I'm not, no way am I trying to throw anyone under the bus. I think it'll be
Erin Marcus: interesting because I think every generation is talked about around their negative and then they, right, and then they become who it is that they're going to become. They figure it out. I feel a very lack of predictability about how they're going to solve this problem.
Daryl Urbanski: Right.
Erin Marcus: I have no, I don't know.
Daryl Urbanski: Yeah, it's interesting because we're, we're doing things That are are transformational in other respects. I mean we're shaking up the banking cartel Slowly, but surely I think you know at the time of this recording you know, we've had probably a dozen people who've fallen ill or stepped down or whatever I mean, it's it's really hard unless you've got your head in the sand to kind of go through the last I think that's a good thing that's been going on for at least three, four years and not think that people are abusing power.
Daryl Urbanski: I think that that. I mean, I think right now they just approved the 9th COVID booster. So, you know, if the first day didn't work, the ninth one's the charm. Like that's. Like I just can't even believe some of this stuff is still this like the circus is still going on. And but a lot of this is being shaken off and it's, it's, you know, based off of a lot of the research I've read in that I think that around 2028 2029 we're going to have like a final boss.
Daryl Urbanski: Sort of emerged from the shadows because a lot of the underlings are now being dealt with. It
Erin Marcus: will be interesting. I think my conspiracy theory, I was never big on conspiracy theories and things like that. But the one thing that I do know, and because this is to your kind of point, the research in the history, the average civilization last 250 years.
Erin Marcus: Hmm. If you look at Greeks. Incas, Mayans, Huns, however long you want to go back. You know, China now is not China, old China. It's a different civilization. It's a completely different world. The average civilization lasts 250 years. And so you're seeing Modern Western civilization go through that end game that, you know, what is it going to mark?
Erin Marcus: And
Daryl Urbanski: the world superpower changes it roughly every hundred and something years where it was British and then it became the United States in around 1916 and now we're 20, 24. Right. So it's, that's going to happen. And, and I
Erin Marcus: don't think you have to have, and here's the thing, it's all very interesting. I don't think you have to have a negative bias about it.
Erin Marcus: A change is not inherently negative.
Daryl Urbanski: No, not at all. You just need to, it's, and I think this is something that's important. It's, it's about, we all want to live a long, happy, healthy, joyful, wealthy life. That's my little mantra. Long, happy, healthy, joyful, wealthy life. Surrounded by loving and supportive people who are world class at what they do and have phenomenal character.
Daryl Urbanski: That's the whole thing. But we all want to live a long, happy, healthy, joyful, wealthy life. And that means you have to avoid, like, ignorance is not bliss. Ignorance is death and disease and misery. And so that's part of where, you know, some of this stuff comes around. It's like, hey, how do we walk around these potholes so we can all walk in paradise together?
Daryl Urbanski: You know, build Utopia on Earth. And this is
Erin Marcus: why I like your approach, because it's, what is all the information? And I think that's, To me, that is a smart way to go about it. Whether you're talking about your personal life, your health, your finances, your business, whatever you want to say, gather all the information so that you can make good decisions for you as opposed to defaulting to let other people make those decisions.
Daryl Urbanski: And this is really powerful. You just described very colloquially the scientific process. And this goes back to what I said about the last three, four years, people like, unless you have your head in the sand, that you should be aware of something's not right. And I'm going to talk about, so he said, as I look at all the information.
Daryl Urbanski: So Karl Popper was one of the earliest science educators, and he had a formula for the scientific method. First, he said, there is no scientific formula. There is no process which guarantees scientific breakthroughs. If there were, there would be more frequent in a bigger degree. What we have is a process to walk into the future through the dark and avoid fooling ourselves.
Daryl Urbanski: And the process is a formula, and it works like this. P1, Problem 1, plus TS, Temporary Solution, plus E E eliminate the errors equals P two problem two, or you are still at problem one, but you've found what's wrong with your temporary solution. So now you have to repeat and make a new temporary solution.
Daryl Urbanski: So it is a circuit.
Erin Marcus: It's NASA. It's NASA. Solve the problem. Solve one problem. Solve the next problem. Solve enough problems. You get to come right. Right. And
Daryl Urbanski: that's where, so that's, that's where these layers bill and I love how you brought that up. Solve one problem. Because how do you eliminate the errors?
Daryl Urbanski: Well, it's through observation, experimentation, data collection, and analysis. And if you're not working with a complete data set, You immediately, instantly know you're dealing with a blind spot where you don't know what you don't know. So when we go through this and when people aren't allowed to voice an opinion, this is part of why free speech is so important.
Daryl Urbanski: Because with free speech, dissenting voices can be heard to expand on the data set and helpfully avoid errors before people get killed. And so when we, we, when we don't want to hear what people say because it upsets us or something, that's like, that's a personal issue. As a species, we really need that vulnerability to be willing to be made to feel vulnerable by hearing things that we don't like, even if they are hateful, even if whatever they are, because we need to live life and work with a complete data set so we can make the best decisions to move forward into the future.
Daryl Urbanski: What we need to avoid, in my personal opinion, is tribalism, and we need to focus on outcomes instead, because everyone can agree on what an outcome is, and then there, it's about how do we get there. But people get distracted and separated on these tribal issues and that I think that's where we just get kind of caught chasing our own tail but like you talked about you solve one problem, and then you build another one, and another one.
Daryl Urbanski: So, for example David, I know I'm on a bit of a soapbox. I'm going to
Erin Marcus: set you off. It's early in the morning where you are. You already did your workout. I set you up. I got you all riled up.
Daryl Urbanski: David George wrote this great book. He's the godfather of quantum computing. He wrote a great book called the beginning of infinity.
Daryl Urbanski: It's a book you got to read six, seven times. Cause you just like, like every time you read it, like you skim it the first time you just go layers. But one of the things talks about is that real science, good science. are specific explanations that are hard to bury without ruining the outcome. So a great example is the Greeks used to say that their legend of why we have winter is the goddess whoever was kidnapped by Hades and she's down there with them being raped and whatever and so the world weeps and we have winter.
Daryl Urbanski: But if you live on the equator there's no winter. And so the story just changes a bit, right? So the idea is that her mom negotiated a deal, and she gets to come home a couple months every year, and that's why we have spring, because the world is celebrating that she's free, and then fall is, we're crying because she's going to go back, right?
Daryl Urbanski: But that's just, that's so easy to vary the details in that, and still have the same outcome. And it doesn't account for things like, again, if you live in the equator, there's no winter. Whereas part of how we figured out the sun was the center of the universe was through watching the phases of Venus, just like the moon.
Daryl Urbanski: We have a full moon, crescent moon, half moon. Venus has that as well. And once we had telescopes. The only way that explained that was if there was this giant glowing ball in the center and these things were this far apart, spinning at these speeds. And those are mathematical calculations that you cannot vary without ruining the whole thing.
Daryl Urbanski: And that's when you solve that problem, that gives you a solid foundation to stand on because math math is the language of the universe. And so I'm going to shut up now, but that's,
Erin Marcus: well, I want to wrap it. I want to wrap it up with this because I know you and I, we always go off on tangents, but That's how you need to approach your business.
Erin Marcus: It's how do, are you functioning from a full set of data or are, right? Or are you creating your offer in a bubble, having never vetted it in the marketplace? Are you blind to what you need to be as a leader and grow a team because you can't have a business. If you think you're the only one doing everything, like that's not how that works, but you cannot run and grow a business without an accurate full set of data.
Erin Marcus: And to the other point, you were seeing there. You don't have to be scared of the data.
Daryl Urbanski: Right. We actually learned there was a 9th factor. Government and economy. A bad government, a bad economy can make conditions Oh, 100%. But, what's liberating is that even in a bad economy, even with a hostile government, as a business owner, all you can do is excel in the 8 critical success factors.
Daryl Urbanski: There's nowhere else to go. Right. And I feel like that's the biggest gift of the research that
Erin Marcus: you started. Control what you can control. Oh, 100%. It's where you
Daryl Urbanski: started. Yup.
Erin Marcus: So if people, we're running out of time. If people want to hear more about this, find out more about you and what you do and how you help people and all the very cool things, where do they find you?
Daryl Urbanski: Yeah, well, I mean, obviously they can look up Daryl Urbanski, U R B A N S K I, Urbanski. They can look up Daryl Urbanski on social media, maybe LinkedIn. They can check out my website, bestbusinesscoach. ca. It's not to be facetious. It's not that I, I think I'm pretty, pretty great. My mom says I'm great.
Daryl Urbanski: But it was because I originally started that domain, having a podcast, interviewing amazing people. And I thought that's where people could find their best business coach. They can go there. We have a program built around this called habit hero. We're currently working on an app for it. But right now we're doing cohort by cohort.
Daryl Urbanski: So it's kind of by invite application only at this point. It's not cause it's bazillions of dollars. It's because we're trying to make sure I'm trying to build a scalable, repeatable process that we could put 10, 000 people through that would help. It's business coaching via daily habit tracking and weekly challenges based around this research.
Daryl Urbanski: We've already put about 400 people through the program. I'm working on a book. It's going to be, I'm trying to make it, I've already got a couple of business books that hit number one on Amazon. I have one that hit number one on Amazon and kind of disappeared. And what I realized is that the classic books, they're full of stories.
Daryl Urbanski: Yeah. 150, 250. Yeah. And they don't have to be long. They can be just a paragraph, but they're really like verifiable anecdotes. Connect as a human first and humans connect through stories. So right now I'm collecting testimonials and case studies and actually talking with some enterprise level clients.
Daryl Urbanski: Nice about putting your sales and marketing team. So I would just say, you know, find me, Google me, you know, I'll put all the links in the show notes so that you're only one click away, you know, and if you're, if you're just driving or something, just remember Urban Ski, you, RBAN, ski, SKI, Darrell, if you put that in, there's not too many of me there, especially in the business realm.
Daryl Urbanski: And just get in, get involved somehow. Get on my email newsletter and then just reply and let me know if you have any questions. Love it.
Erin Marcus: Thank you for hanging out with me today. You know, I love chatting with you. We could probably go for days. No, thank you. Thank you. Thank you
Daryl Urbanski: for the pleasure.