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
00:33:06 · Alex Hormozi, John Coogan, Jordi Hays
[00:33:06] S3: Yeah. No. I a 100% the perspective when it comes [00:33:08] S0: to book writing. [00:33:08] S1: Yeah. It's funny. As as we talk about this, Jeremy Gaffan, I know is a good good friend of yours, good friend of ours. And every time he talks, people just listen. Yeah. And he's somebody who I would love to write a book almost because I just want him to go on another podcast. Like a proper podcast tour. He just kinda pops up, doesn't vest like the best, and [00:33:29] S0: then goes [00:33:30] S1: goes dark for like eighteen months. But like it's somewhat of a tragedy that he'll probably write a book someday, but it'll be in like forty years. In the meantime, you have to like the meantime, you have to just like, you know, take notes and and try to pick stuff up from from the podcast. But there's so many people that like, so many people that should be writing books just don't have the time and they'll eventually come and take like a victory lap at the end of their career. Yeah. But I think it's like, you could just do a lot of stuff other than write books. But it's but it's it's it's very valuable to be like writing in real time versus like saving up a bunch of lessons and then kinda summarizing it at the end.
00:33:30 · Jordi Hays, Alex Hormozi, Tyler
[00:33:30] S1: goes dark for like eighteen months. But like it's somewhat of a tragedy that he'll probably write a book someday, but it'll be in like forty years. In the meantime, you have to like the meantime, you have to just like, you know, take notes and and try to pick stuff up from from the podcast. But there's so many people that like, so many people that should be writing books just don't have the time and they'll eventually come and take like a victory lap at the end of their career. Yeah. But I think it's like, you could just do a lot of stuff other than write books. But it's but it's it's it's very valuable to be like writing in real time versus like saving up a bunch of lessons and then kinda summarizing it at the end. [00:34:05] S3: I think you miss out on the the the wrinkles, like the tiny little details that like if you if you think about like the story of how you met your wife and you go back, like, you've told it a bunch of times, but if you told it the day after you did it Sure. You'd have so much richer memory of all the tiny little things that happened. Yeah. And so I'm a big believer of, like, while it's wet, like, paint it Yeah. And then let it dry over time. That's why, like, I always want documentation to be as real [00:34:26] S2: Yeah. [00:34:26] S1: The the it's funny. The final book will actually be the easiest to write because you have all the books and you're like, okay. What what was actually, like, worth kind
00:34:26 · Jordi Hays, John Coogan, Alex Hormozi
[00:34:26] S1: The the it's funny. The final book will actually be the easiest to write because you have all the books and you're like, okay. What what was actually, like, worth kind [00:34:33] S0: of His greatest hits at that point. We we had Mark Pancas on the show, founder Zynga. He, wrote a book, and he said that he thinks everyone should write a book in their life, but he also said everyone should build a house. Do you have any aspirations to build real estate physically? [00:34:51] S3: Like me do it? [00:34:52] S0: You do it? [00:34:53] S1: No. No. Not by hand. Not by hand, but just take a bit take a piece of dirt and turn it architect and a [00:35:00] S0: team, but is that something that you know, a lot of people that's on their bucket list. I don't know where you've been in your real estate journey, but how do you think about that as a as a bucket list item? [00:35:10] S3: It's not. Oh, it's not? Like [00:35:12] S0: Why not? [00:35:12] S3: I mean, we buy big multifamily that are already existing, and we do that. [00:35:16] S0: But Yeah. [00:35:16] S3: If there were an investment opportunity that made sense, I would [00:35:19] S1: It's you're not interested because it's [00:35:21] S3: not productive. It's just not [00:35:22] S1: on my list purely for, like [00:35:24] S0: Yeah. [00:35:24] S1: You know, the satisfaction. [00:35:25] S3: If you're like, have you listened to like, thought about listening to Beyonce today? I'd be like, not really. [00:35:28] S0: But, I [00:35:28] S3: mean, like, if it was on, sure. Sure. You know, I'm not against it.