00:28:02 · John Coogan, Jordi Hays, Alex Hormozi, John McElhone
[00:28:02] S0: And you need a support car, like a sideboard truck behind you. [00:28:06] S1: Yeah. No. No. The the Topo the Topolino is the support. You just have you have a series of you just go train mode. [00:28:13] S0: Well, our next guest is the owner of a Hummer EV or at least was. We can talk to him about that. We can bring him on down whenever we want. You ready? Let me tell you about public first. Investing for those who take it seriously. They got stocks, options, bonds, crypto, treasuries, and more with great customer service. Alright. Here. Grab that seat. Sit down for us. Do you still own a Hummer EV? [00:28:39] S3: Yeah. We do, actually. [00:28:40] S0: You do? Yeah. Well, give us your review. We were just talking about the Fiat Topolino. I don't think you're gonna be in the market for that. Neck and neck. Neck neck. It's a thousand pounds. [00:28:50] S3: So I [00:28:50] S1: think what [00:28:50] S3: we could do is, like, if you just lined up, like, 10 of the Fiat, like, my chariot. [00:28:54] S1: Like Damn. That's what I'm saying. Yeah. That's what I'm saying. The Hummer. [00:28:57] S3: We could watch Yeah. Like, it'd be my chariot. [00:28:59] S0: I think the Hummer's [00:28:59] S1: Imagine imagine if the Hummer's Literally nine of of these. The Hummer's kind of the front of the the train and then you have, like, you see the Hummer coming at you and then and then a bunch of the Topolinos kind of [00:29:09] S3: pull out in like a v shape. That's infurious though. [00:29:11] S1: That would [00:29:12] S5: be that would [00:29:12] S1: be badass.
00:29:12 · Jordi Hays, Alex Hormozi, John Coogan
[00:29:12] S1: be badass. [00:29:13] S3: Yeah. Take over [00:29:13] S1: the whole hot smog. [00:29:15] S0: How is how is life these days? Good. Is there a new book coming? [00:29:19] S3: There is another book coming. Okay. [00:29:20] S0: Yeah. Do you have a strategy for book launch cadence? Is it an annual thing? [00:29:28] S3: It's more like every eighteen months Eighteen months. Two years. [00:29:30] S0: Okay. But do you imagine that continuing for your entire career? [00:29:36] S3: Every book I write, say is the last book I'm going to write. And then I have, like, a six month refractory period. Mhmm. And I'm like, yeah. You know, I could I could write a book about something, and then I [00:29:45] S0: just start writing again. What's the process like? [00:29:48] S3: I have a bunch of notes on my phone of a topic. Because right now I've have, like, probably, like, 10 books that are at different stages of so I just mind dump wherever. And then once there's enough stuff that I think this isn't like, this is interesting, I'll then start the book writing process. But I'm a big believer in surface area of thought. Okay. Like if you were to sit down and say like, I'm gonna write a book about this and then you have two weeks, it's like, don't have enough experiences that are diverse in a two week period while you're writing to, like, let the paint dry. [00:30:14] S0: Sure.
00:30:14 · John Coogan, Alex Hormozi
[00:30:14] S0: Sure. [00:30:14] S3: So I kinda wanna like have I wanna be in, you know, a totally different state, talk to somebody and be like, I didn't think about that. And then I add it to the book. So then all of sudden, it's like the the the density of of thought and ideas per word is much higher. But I think you just have to do it by, like, spreading out the time that so, like, the time I'm thinking about a book is much longer than the time I'm writing the [00:30:31] S0: book. Is it purely thinking and you want a lot of thought to go into the different sections of the book? Or over the course of eighteen months, is there actually a benefit to going out and having real world experiences? [00:30:42] S3: Oh, that's I mean, that's [00:30:42] S0: And anecdotes. Right? [00:30:43] S3: It's a 100% that. Because I'll have a working theory of, like, I think this is how I think people are missing this part of it. Yeah. And then I'll kind of start battle testing it functionally. And then when I realize that I'm using the same framework over and over again and successfully overcoming some issue Yeah. I'm like, this is it. Yeah. And then that's what the book becomes. [00:30:59] S0: How narrow do you want to stay? How narrow have you been in the surface area of thought around mainly the last three books?
00:30:59 · John Coogan, Alex Hormozi
[00:30:59] S0: How narrow do you want to stay? How narrow have you been in the surface area of thought around mainly the last three books? [00:31:08] S3: It's a really good question. Problem definition for the book, I think, is the hardest part of any book. Like, the leads book, which is the second book Yeah. Was the hardest book I've ever written. I'll never write a book that hard. Yeah. Because I was like, I'm gonna write a book on advertising. It's like, Jesus Christ. There's so many ways to get leads. Yes. And I put it all in one book. It took 19 versions to get there. Yeah. The money models book was the fastest book because it was really just about rappers for promotions. Super valuable, but really easy to consume and use. Yep. And so I was like, okay. This is the lesson for me. Like and offers, super narrow. Super narrow. And that book too is like, all three of those books started as one kind of gigantic thing, and I gave it to somebody and they're like, dude, you cannot. Yeah. It was, like, you know, like this. And they're like because I was like, I'm gonna have a tome. Yeah. Yeah. And then I decided to I want people to actually read it.
00:31:08 · Alex Hormozi, John Coogan
[00:31:08] S3: It's a really good question. Problem definition for the book, I think, is the hardest part of any book. Like, the leads book, which is the second book Yeah. Was the hardest book I've ever written. I'll never write a book that hard. Yeah. Because I was like, I'm gonna write a book on advertising. It's like, Jesus Christ. There's so many ways to get leads. Yes. And I put it all in one book. It took 19 versions to get there. Yeah. The money models book was the fastest book because it was really just about rappers for promotions. Super valuable, but really easy to consume and use. Yep. And so I was like, okay. This is the lesson for me. Like and offers, super narrow. Super narrow. And that book too is like, all three of those books started as one kind of gigantic thing, and I gave it to somebody and they're like, dude, you cannot. Yeah. It was, like, you know, like this. And they're like because I was like, I'm gonna have a tome. Yeah. Yeah. And then I decided to I want people to actually read it. [00:31:49] S0: Is there a itch in the back of your mind where you wanna do sort of the Tim Ferriss thing where you go from four hour work week, a business book to chef, body, lifestyle, money management, personal finance. Like, there's so many topics that you talk about, and people are interested. Yeah. And I'm sure you could sell those books, and they might be edifying at a certain point because you're like, I've I've scratched this itch three times, four times, 10 times. But is there a level of focus that you have to discipline yourself, or does it come naturally?
00:31:49 · John Coogan, Alex Hormozi, Jordi Hays
[00:31:49] S0: Is there a itch in the back of your mind where you wanna do sort of the Tim Ferriss thing where you go from four hour work week, a business book to chef, body, lifestyle, money management, personal finance. Like, there's so many topics that you talk about, and people are interested. Yeah. And I'm sure you could sell those books, and they might be edifying at a certain point because you're like, I've I've scratched this itch three times, four times, 10 times. But is there a level of focus that you have to discipline yourself, or does it come naturally? [00:32:26] S3: I only write about stuff that I feel like I have some unique take on. I think rewriting a book that already exists, people already know, there's no point. Yeah. Especially if, like, you're in the thick of it and you're thinking, oh, this has already been written before. It doesn't really motivate you. Yeah. Yeah. Like, I think it like, I want to write something that only exists because I made it. [00:32:43] S1: Mhmm. Same thing with Yeah. Businesses. Like, there's Oh, yeah. I've had the experience of building a company or or just like starting to work on a company being like, I can stop working on this and it will not matter at [00:32:54] S3: all. The world will be fine. There's [00:32:56] S1: a bunch of alternatives, you know. And and and that you can make that case for like most businesses. Yeah. But there are some where you're like, if I don't build this, no one's gonna build it at least in the right way. [00:33:06] S3: Yeah. No. I a 100% the perspective when it comes