00:08:55 · John Coogan, Alex Hormozi, Jordi Hays
[00:08:55] S0: Was just me and, like, I had one remote editor for years. I was, like, not monetizing, not really thinking about it as a business. But I'm interested to know, on day one of of that YouTube channel because I know you've done media stuff before, but, like, the the the the the current media business. Mhmm. What was the team like? What was the strategy? How much time were you putting into it? Because I know you had exited some businesses. You had some space Yeah. To breathe, but how serious were and then what was the evolution of that? [00:09:22] S1: I'll walk you through Please. As fast as I can. So the first thing was I found any media editor, like an agency, and they're like, three YouTube videos a week is what we do. And I was like, alright. Then that's what I'll do. Okay. And so I just webcammed. Like, and I had a little suitcase that would open up so I could travel because Layla and I were traveling for the year Yeah. For sale. And so that's what I did. Wherever we were, I was like, open up. And then because at that time, didn't have really any work. So I had all these thoughts that I was like, oh, I'm just gonna get them. I'm gonna dump them all out. So that's basically what YouTube strategy one point o was. Yeah. I had somebody cold reach out, like legit Yeah. To when right as short started, they were like, I'll do everything. You already have YouTube stuff. I'm just gonna clip it. Just give me permission. [00:10:03] S0: Yep. [00:10:03] S1: And I was like [00:10:04] S2: Oh, cool. [00:10:04] S1: That's amazing. So that's what You
00:10:04 · Alex Hormozi, Jordi Hays, John Coogan
[00:10:04] S1: That's amazing. So that's what You [00:10:05] S2: accidentally started clipping. [00:10:06] S1: A 100%. And so that was like we were really early on shorts. [00:10:09] S0: So good. [00:10:10] S1: And then as soon as he did a pretty good job, he's like, you know, if I actually recorded you doing these, they'd do even better. And I was like, fine. But I only wanna do one day a quarter. And he was like, fine. So he'd fly out for one day, and we do a 100 shorts in one sitting. A 100%. I'll just do a 100 that that kind of style of filming and recording is pretty much how I still kinda rock that way, which is like, I want I prefer a marathon day. Like, I'd rather just start at, you know, six and then just rock until every ounce of juice is gone, and then it's like, great. Yeah. We'll do it again in a week or whatever. [00:10:36] S2: Yeah. We're sort of like that marathon every day. [00:10:40] S0: Yeah. Yeah. Mean, one of my one [00:10:41] S1: of my questions is, like, [00:10:42] S0: what goes into a two hour YouTube video? Because you'll do these, like, master classes two hours, I'm like, that is insane. And then I'm like, I do three hours every day. So, like Yeah. Now it's become more possible, but I imagine that there's lots of [00:10:52] S2: But that's but three hours was kind of like just going until we got tired. Yeah. Like, by three hours, we're usually like, okay, like, probably need to go to the bathroom. Yeah. I'm probably wanna eat some food.
00:10:52 · Jordi Hays, John Coogan, Alex Hormozi
[00:10:52] S2: But that's but three hours was kind of like just going until we got tired. Yeah. Like, by three hours, we're usually like, okay, like, probably need to go to the bathroom. Yeah. I'm probably wanna eat some food. [00:11:02] S0: Yeah. And and this show is much less structured. But when you're when you're thinking about, like, the portfolio, like Yeah. You the volume is just incredibly important to everything in media these days. You agree with that? [00:11:13] S1: Oh, a 100%. Where where Volume negates luck. Okay. Volume negates luck. Negates the answer. Yeah. That's, like, on our wall at HQ. [00:11:20] S0: Yeah. What formats are you most excited about for 2026, 2027? [00:11:25] S1: Live interactive. Okay. Separate and together. [00:11:28] S2: Okay. [00:11:28] S1: So just going live, like, with the audience, Twitch style [00:11:31] S0: Yep. [00:11:31] S1: YouTube live style. [00:11:32] S0: And that was the book launch strategy. Right? Was that your first taste? You've done [00:11:35] S1: live No. I've done lives before, but that was obviously, you know, And then and then interactive, which is not like, sure, there's chat interactive, but like, how do I bring the audience in so that we can talk? That's where you see the first, it was CashCals now at Scale or Fail, which is the show we just launched. And we're doing we're doubling down really hard on that because if you think in the world of AI, it's like, are the things that can't be faked? [00:11:57] S0: Yeah.
00:11:57 · John Coogan, Alex Hormozi
[00:11:57] S0: Yeah. [00:11:57] S1: It's peep you know, like, I want stakes. Yeah. So for example, like, mister beast store videos, if it was not a real $5,000,000 or not a real Lamborghini, the stakes disappear. Now to be fair, there's for sure other like, a fictional story, the whole thing we know is fake and we're fine with it, and the story is the story and AI will crush that. Yeah. But people still want stakes. Like, right now, chess is more popular than it's ever been, but, like, humans haven't been able to beat computers for a long time. [00:12:21] S0: Yeah. [00:12:21] S1: And so there are definitely these some areas where we want the drama, we want the stakes. And so I don't think that's gonna change at all. [00:12:26] S0: I love the series that you've been doing with entrepreneurs that attend conference. They stand up. They give you the it's so, so good. I I just love all those [00:12:36] S1: Live interactive. [00:12:36] S0: Live interactive. 100%. I'm interested to know how you think legacy media will fit into your media strategy going forward. Is it about prestige? Is there actually an audience there still? Because you're part of the new guard Yeah. And yet you signed with CIA. Mhmm. I'm sure you have the ability to walk into a large media company and get a TV show. [00:13:01] S1: Mhmm. [00:13:02] S0: Does that make sense? Is that something that's interesting to you? What would the value be to? [00:13:06] S1: I think it's distribution that I don't have access to. [00:13:08] S0: Okay.
00:13:08 · John Coogan, Alex Hormozi, Jordi Hays
[00:13:08] S0: Okay. [00:13:08] S1: So, like, I think one of the biggest, like, unspoken advantages that exists right now in media is Dave Ramsey Yeah. Has been murdering for thirty, forty years. So He's he has 600 radio station syndicated. And everyone's like, radio is dead. It's like, he's murdering it. Yes. And it because no one's looking. So, like, it's an I'm I'm an equal opportunist when it comes to attention. Yeah. And so even if it's less or more, if it's something that's completely in this other bubble over here that I have sincere I have no access [00:13:32] S2: to And and the beauty is, like, there's still, like, closer to like, there's no monopoly online. Right? The feed is, like, you can just get anybody can log on, and it's beautiful because anyone can log on. You don't have to have an audience. You can suddenly have an audience. Maybe it's one video. Maybe it's a flash in the pan. But TV, still, like, if you can figure out the right lane, you have this sort of like differentiated access to attention. And it so it's like a different group of people and it's differentiated access that's not just like log on immediately have access. [00:14:01] S1: And when something super pops, like you look at all the real estate shows that have come out, you've got Selling Sunset, Serhant has his show, like like there's a huge huge distribution base that they gain access to as a result of that. All you have do is look at those stars, look at their look at their social media. Yeah. And I would say, this is I say this lovingly. It's pretty weak in terms of what they're doing.
00:14:01 · Alex Hormozi, John Coogan
[00:14:01] S1: And when something super pops, like you look at all the real estate shows that have come out, you've got Selling Sunset, Serhant has his show, like like there's a huge huge distribution base that they gain access to as a result of that. All you have do is look at those stars, look at their look at their social media. Yeah. And I would say, this is I say this lovingly. It's pretty weak in terms of what they're doing. [00:14:18] S0: Sure. [00:14:18] S1: But their following exactly. But their following is still really strong because it's carried over. [00:14:22] S0: Yep. [00:14:22] S1: And so I'm like, if those people actually tried on this side and had someone and per it's like, how do [00:14:27] S0: we get [00:14:28] S1: it all? Yeah. Right? And that's kind of the the