High Speed Low Drag Podcast Transcript | Four Things Veterans Need To Do To Build A Business

29Tom: Hey, everyone. Tom Morkes here with Antonio Centeno from the High Speed Low Drag podcast. We wanted to welcome you guys back to another episode. Today we want to focus primarily on some questions that weíve gotten from a recent live event that John, Antonio and I presented just last week and weíll be doing another one this week. But itís questions that we got from the audience after presenting on this topic of transition, success and how to succeed financially in the civilian world.

Antonio, Iíd like you to go ahead and put your two cents in here and talk a little bit about this.

Antonio: Hey, Tom Thanks for having me back on and so if youíre listening to this podcast and itís fresh, you may be able to still go jump on this live training that we do. Just go over to High Speed Elite. You should be able to sign up for the live training. It’s something that if you missed it, weíll do it again because itís something that we really enjoy doing.

But here in the live training, I think whatís so powerful about it is that you get to interact live with vets just like you who just happen to be a few steps ahead and are achieving success in the civilian world. We had a good group of people on both — mostly guys. I think we had about probably about five to ten percent women. So we welcome everybody there.

And not everyone was actually a vet. We actually had people that just simply come from military families. We had people that were actually from foreign militaries. But what brought everyone there together is that they want to achieve greatness and we have this background that we picked up in the military and so we speak this common language.

What we saw in this live presentation where entrepreneurs like John Dumas just getting out there and sharing what made him a success, little stories of how we’ve used. I mean I shared a number of stories. Tom, youíve shared some of your stories just recently getting out. I think itís a great combination of guys that — well, Tom, youíve just been out for almost a year or about a year now. Iíve been out for almost a decade. For us to be able to come together and to share our experiences, the things that we learned and how weíre leveraging this, it was just awesome.

Do you remember that story that John shared about how he was on a radio show and some guy was like, “Hey, where were you ten years ago?” I mean, the guy didnít apparently know about Johnís military background and was questioning his integrity. The guy just set himself up for this and John just shut him up by simply saying, “Well, I was actually deployed in Iraq as an Army officer basically protecting your freedom.”

What can the guy say to this who was the offensive and immediately gets put in his place because itís something that — we donít want to pull that card but if somebody is pushing you and they are even questioning something which many of us arenít used to ever getting questioned, itís pretty cool when you hear stories of guys just like you who are able to show you how and when to use that card but more importantly I think how we use being a veteran to our advantage on a daily basis.

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Tom: I completely agree. I thought the webinar itself, the presentation and getting to connect with so many veterans was — I personally had a blast doing it. I thought it was a lot of fun, very high energy. But I guess what was also very surprising to me in a good way was seeing how energized everybody else was about it and the fact that we got on, we had our group, and they stayed on the entire time. It was over 90 minutes.

So if you are listening to this, this should go live before we have another one and go to highspeedelite.com and you can join us. Itís just a lot of fun hanging out and answering peopleís questions. Yeah, when you have that treasure trove of knowledge, that is your brain, Antonio, Johnís brain and Iíve only been out for a year but Iím even slugging away and making some things happen. I think itís pretty interesting to see the dynamic of our group together and the way we can answer peopleís questions differently but also just what a source of inspiration I think for so many veterans.

The response Iíve been getting a lot is just congratulations, thanks, and stuff like that and how awesome this program is that weíre putting together. So Iím just really excited for it going forward.

Antonio: And if they want more information, you can also find High Speed Elite through High Speed Low Drag. Just to really clarify, High Speed Low Drag is our resource website. We just put out tons of information. Weíve got the podcast. But if you click on basically the premium training, you go over to the High Speed Elite page and thatís where we’ve got our community.

As you can probably imagine, itís one of those things where weíve only got so many hours in a day and High Speed Elite is going to be for those guys and ladies that are willing to take action and want to make things happen quickly and become kind of — basically, itís a high level mastermind where we have group meetings, where weíve got private one-on-one training. Weíve also got a course that weíre running guys through.

I had the privilege of getting my MBA. John has had a very successful company. He actually started off in law school. So a lot of it is weíre kind of sharing with you our experiences of “Okay, donít go down this path because thereís a mine down there.” And how much is that worth? I mean, if you think about it, the example I just used, when somebody can tell you literally, “Donít go down that path, itís mined,” that makes a lot of sense and it will save you a lot of pain.

Thatís exactly I think what we try to do in this program and why — Tom, your experience, I knew you kind of underplay it but in the last year youíve been out there just kicking butt. I think itís a great example of how when youíve come out prepared because you were making thing happen while youíre still active duty and you hit the ground running as soon as you got out versus me, I have to say I kind of didnít really do my step first year after getting out. I took some time off, ran a nonprofit over in Ukraine. I guess I ended up getting to know and ended up marrying my now wife. So I guess I made some things happen but it definitely was more of a personal vacation.

The last thing Iíll leave before we get into todayís content is go over and grab that 100 Steps to Transition Success because actually on that list is take a vacation. Itís one of the 101 things. Once you start getting work in the civilian world, you may find that youíre just not going to have time for taking a leave like you used to in the military. Iím very happy I was able to take that time off and live abroad with my fiancťe, now wife, and kind of do something which would be much harder now that weíve got multiple businesses and three kids with another one on the way here in Wisconsin.

Tom: Yeah, for sure. Well, I guess I took a slightly different route choosing to go travel abroad for a year while I built my businesses. So that wasn’t in the 101 list but I think if you combine a few of them, you can come to that conclusion too.

I think it goes back to the point that you said, Antonio, was that Iíve been preparing while I was in the Army knowing that I wanted to be my own boss, that I wanted to start my own business. I didnít know what it would look like but I was like, well, I need to start learning now. I need to start reading. I need to start educating myself online through these excellent different e-courses that I took to learn about online business and learn from the best.

imagesAnd connecting with you — it was so funny, the first time I connected with you was actually when I was going through — I donít know if you remember this — I was going through the TAP program, or ACAP I think at that time. I think they just changed it to TAP, the transition program that the Army runs. And I remember actually getting a call from you midday through the three-day event that I went through. Itís just really fascinating because as I was going through it, I was thinking this alone is not going to prepare a veteran. I would say maybe no veteran. Itís just not enough especially if you want to go the entrepreneurial route. There is just nothing out there thatís good enough thatís being offered right now.

So the only way to get to that level is to surround yourself with like-minded people and to surround yourself with mentors and people that have been there, done that and can point you in the right direction. And thatís exactly what I did and thatís why success has kind of been escalated in a lot quicker than I think most people.

Antonio: Well, Tom, weíre going to go and take the — and I do remember that call, by the way. So itís one thing I just love about running my own company. I can choose who to call, who to interact with, and how to run the thing.

Weíve got some questions that come out of the presentation we did Thursday. These questions are coming from vets just like you and so theyíre real, theyíre raw. Weíre going to quickly answer some of these because I think that they apply to many of people out there.

So the first one that I see is — I’m getting this one off Antonio. “Iím trying to figure out how to generate enough income so that I can be financially free and not go back to work for a corporation.” Heís also got a couple other questions about learning in the most effective habits and life hacks that will allow him to kick as much butt — I got to keep this PG 13 — kick as much behind as possible as a” warnepreneur” and, number three, finding collaborative group to join and grow.

So I like his number three. Heís already thinking of joining a collaborative group which explains why he was on the call and on that live training with High Speed Elite.

But letís go to number one: figuring out how to generate enough income so that I can be financially free and not go back to working for a corporation. So this is a great question and Iíll go ahead and start off with this into saying that youíre not going to — the question is kind of wrong because youíre not going to figure it out by just — he may not mean this but you canít just sit and think and figure out whatís going to work. Itís just not going to happen because youíve got to — and Tom, you were hitting on this — youíve got to take action. Youíve got to put yourself out there.

I call this entrepreneurial vision and itís the idea, if you can think of it in a three-dimensional state or it’s like, if you were in a forest and youíre looking outside the forest, you see something very different than when you step into the forest and you start walking through the forest. The difference is your position and how everything looks relative to where youíre at. So from outside the force, it may look like that this is dark, scary, and you donít really know whatís going on there. You know what this forest really needs? It needs light. So you think would it be great to sell flashlights to the people living in the forest?

Now, this may look apparent from outside the forest but once you walk in, you start to realize, wow, thereís actually pretty good amount of light coming in from the canopy. If you would have tried to sell flashlights, you would have just made them all, walked into the forest and tried selling them, you probably would have failed because there actually wasnít a need. But once you get in there, you start to know, as you know, the air is pretty stagnant down here. It would be pretty cool actually, maybe air filters or maybe some type of fans or something for the people living in this area.

So I know itís kind of a simplified example but my thing is youíre not going to figure out how to generate enough income till you actually jump in there and start creating something. Does that make sense, Tom?

Tom: I love that. I actually like the analogy too because Iíd never thought of it that way. But it resonates with me because Iíve always been of the mindset that business is in many ways, itís kind of project-based. At least I take it that way. So itís one project at a time, one product at a time, and the reality is youíre not going to know in many ways, shapes and forms because youíre not going to know exactly what that product is going to be or what it ought to be to actually hit what they call product market fit, right?

So to be able to create something that actually resonates with enough people, with enough people to actually come and buy it for you to create sustainable revenue, thatís a difficult process. The point is you have to be adaptable. You have to be able to experiment with stuff, which is one of the reasons I like doing stuff online and keeping things digital in a lot of ways although itís totally not relegated to that. I like digital because for a very low cost you can experiment with many, many different things. You can test out; you can validate your ideas before putting tons of money into something that just blows up.

Iíll say this other thing too. I think another part of this question is about achieving financial freedom so you donít have to go back to a corporation. I donít know if you want to touch on this, Antonio, but one of the things that strikes me there as it sounds to me is understanding what is financial freedom to you and how much is that.

So at a minimum, I think when youíre thinking about income, I think a lot of people might think, “Oh, I need to be a millionaire. I need to haveÖ” I think millionaire is a big thing like it would just be a nice number. But in reality, do you need to be a millionaire or do you just need to make maybe two or $2,000 or $3,000 per month in cash flow? That question right there is an entirely different challenge. Itís entirely different problem set. So I think asking the right questions is important for something like this.

Antonio: I completely agree. In quantifying, going to the exact number of what you need to in your mind be financially free and not you — I love that bringing up the millionaire because you ask people how much money would make them happy? I donít know why we just default to the million and itís really lost a lot of value if you think about it over the last 10 to 15 years in terms of what can a million get you.

But for a lot of us, it isnít that much. Itís maybe actually — especially compared with the job weíre doing and if weíre able to downsize or keep our expenses in check, it may be only $5,000, maybe only $10,000. Maybe if you really want a life, $50,000 a month. I mean $50,000 a month is pretty darn nice but you know what? Thatís still not a million dollars a year. If you think about it, thatís only $600,000 a year.

So if youíre getting fifty — all of a sudden, itís actually very doable, much more reachable. It’s the difference between a pipe dream and actually being able to formulate a plan which is actually doable and you can actually measure it and get to that point.

So letís go to number two: learning the most effective habits and life hacks that will allow me to kick as much butt as possible as a starting entrepreneur.

Well, there are definitely quite a few — Iím not a big fan of the word “hack.” I like trying to enjoy my life. For some reason, I’ve never really picked up on the word. But I think this is where itís important and this play leads right to question number two of finding that collaborative group of proven successful entrepreneurs who can show you that path.

MixergyOne of my favorite websites, mixergy.com — one of the reasons I love Andrew Warnerís stuff is he actually validates that he brings on people who are successful so you donít have the blind leading the blind. John Dumas is in the group, heís really good about — hey, he puts his financials out there. He can actually account certify this stuff and he’s like, “Hey, this is how much money Iím making and this why you can trust me.” He is teaching people how to be successful with money so that is important. I think it is a great reason why he puts it out there.

But you want to look at my success. You can go out there and you can look at our — one of the things I teach with another business called Video Traffic Growth is we actually teach people how to grow their video channels. So one of the things that set me and my partner Ryan Masters apart is actually weíve got channels: mine with over 11 million views, his with almost 10 million views. And when people see this, itís like, hey, weíre businesses. We actually have YouTube channels which are kicking butt and weíre using this to sell and to create products.

So actually, I would say first off, make sure that the people that are passing on these habits are in a sense proven, are validated. Thatís another thing cool about when you are in a group of veterans is that, hey, we’re all kind of already at the same point. Yeah, there are some rotten apples out there but thatís pretty rare and that I think itís a few and far between especially when compared to the general population.

Tom: Yeah. I think when it comes to habits and life hacks, I get the concept of the hack and I know what people are after. I hope theyíre not saying, “I just want a quick fix” and something that’s just the instantaneous solution, which I donít think is what this question was asking. I would say that thatís not possible. Everything in life — you have to pay for everything. Thereís always going to be a tradeoff no matter what. Youíre going to have to put and effort into things especially if you want to go the business route.

I canít say any part of my journey last year or two has been easy but itís been very rewarding. As far as the way Iíve hacked it, which I think in terms of efficiency, so a hack then to me is more how do I put time towards high value, high priority things and avoid doing the needless trivial things that donít matter like a business card or, I donít know, the colors in your logo. I donít think any of that stuff matters. Even the name, people get hung up on names a lot. I think that was one of the things I learned from Seth Godin was donít worry about the name. It doesnít matter.

So I think one of the best ways you can create these effective habits to kick butt as an entrepreneur, I think the biggest thing, the best piece of advice is to avoid the trivial things that donít matter. Itís the 80-20 principle. If you just cut off the stuff thatís not working, if you just avoid the stuff that is just not useful to your time and attention or useful to your business, youíll find that, by nature, by necessity, youíll gravitate towards the stuff that does actually work.

So I think, one, like Antonio has said, is finding a collaborative group thatís actually legitimate and has experienced entrepreneurship — been there, done that — and arenít just selling you snake oil. Two is then cutting out all the trivial things, the stuff that has no return on investment. And then three, I guess it kind of goes along with that. This is, in my opinion at least, try to find ways where you can measure what youíre doing.

Itís tough at first but once you have an idea, say, for a product or service, there are ways that you can measure it and that you could track it and you can find out if itís actually creating any value for you. I think so many people spend time building something, donít get any validation, launch and nothing happens, but they actually have not done any and then it fails. But the worst part there is not the failing; itís the fact that they didnít learn anything because they didnít measure and they didnít track.

So what can they learn from that failure? I donít know if you have any thoughts on that, Antonio.

Antonio: I have to say that there was something you said — I’m going to take a step back because I know weíve got a limited amount of time for this question. You were saying about youíve got to focus on whatís urgent and important. Youíve seen the Eisenhower Matrix, havenít you, Tom?

Tom: Yeah, absolutely.

Antonio: I’ve got actually about a bit — because as soon as you said that, I started looking at the matrix I got in front of me. Iíve got a big pin board which I created myself and it simply has “Urgent” and “Not Urgent” on the top going across. “Urgent” is on the left hand side, “Not urgent” on the right-hand side. And then it has over going from top to bottom, up at the top, itís got “Important” on the top left and then “Not Important” on the bottom left.

RtvjbqDSo Iíve got that — and just do a Google search for the Eisenhower Matrix. The key to having success I think as an entrepreneur is to focus in on those urgent and important items, making sure those are taken care of but also making time and planning to knock out the important things which are not urgent. Therefore, youíre not reacting to things, and to cut off anything that is not urgent and not important. That just you donít want to do and the things that are urgent and are not that important to realize that those are things which just are trying to suck — you definitely need to cut off and find a way to rid of that stuff.

So that has helped me a lot because staying focused and doing whatís important first. First, itís very easy to get dragged into our email and spend four hours, six hours a day in your email, to spend four hours a day on social media, thinking that youíre creating a business. I mean, because, gosh, it sure is sexy being on social media, where you’re publishing things on Facebook. Iím not saying all social media is bad. If youíre on LinkedIn and youíre actually connecting and building relationships, thatís a great use of time relative.

But you have to look at it as a whole. You have to look at, okay, am I neglecting anything else? Do I have a home base? Am I spending a lot of time trying to build up skills which honestly — and Iíve heard some people say education is always a great thing. Not always because you can fall into — just go into a library and randomly grabbing books and spending all day reading them. Well, thatís not the best use of your time.

So youíve got to figure out what is important and urgent for you, what is important and non-urgent, and make sure that youíre focused in on those and doing it in a way so that you get less things that are urgent and important and youíre just getting done what is important.

Okay, so letís go — are you cool to go with another question, Tom?

Tom: Yeah, letís do it. I think that was great.

Antonio: Okay, cool. All right. “My biggest pain point right now is figuring out how to monetize. I think Iím creating good content and Iím reaching out to try to grow my readership. So soon, Iíll have some traffic.” Right now, he doesnít have too many page views. It looks like heís got maybe a couple of hundred a month. So weíre not talking a whole lot of traffic here. Heís trying to figure out, okay, how does he get this going?

This is a guy thatís starting a company. Heís got an online website and heís saying, “Antonio, you told me in the webinar that I should make my business plan but other than creating inspiring content, Iím not sure where to start. How do you make money encouraging people to do the things theyíre afraid of? A book seems like the logical place to start, but how do I start bringing money in while Iím working on it?”

So first off, I want to congratulate the gentleman for actually getting started. Getting ten people a day to your website is actually a lot of work. It’s funny; once you get to 10,000 people a day, going from 10,000 to 20,000 isnít as difficult, in my opinion, as getting those first ten. I know that sounds kind of crazy but when you go for that 10,000 to 20,000, sometimes itís simply because you have a post that gets picked up by a larger website. But the thing is if youíre at 10,000, youíre already getting — I’m past that point. I’ve got a website that gets quite a bit of traffic so I speak from experience. I write with the Art of Manliness and on a daily basis, that website gets about a hundred —

Tom: Millions, right?

Antonio: Whatís that? About a hundred and —

Tom: It gets like millions a year.

Antonio: Yeah, it gets around 15 million views a month. So that one gets quite a bit, anywhere from 300,000 to well over half a million views a day. But the thing is it all starts with one. So I like what this guy has done because when you need to get to ten views, youíve got to convince friends, family. Those are the people who youíre getting over there. Itís kind of rattling because youíve got to share this with other people and youíve got to put yourself out there. But when it comes to monetizing, your friends and your family arenít going to be the ones to probably buy something from you.

He’s got a lot of questions in here but I would say the best thing that heís done is he got started. The next thing — and Iím very happy to see heís starting to focus in — is realizing itís never too early to start to monetize. That shouldnít be a bad word.

I think a lot of us guys in the military, we think of somehow making money as maybe a bad thing because we didnít join the service to make money. We joined and we wanted to serve our country. We wanted the training. We were excited about getting to go blow things up. We wanted to fly jets. We wanted to drive tanks. We wanted to jump out of helicopters and get paid for it.

But making money, I think thereís a lot of feelings in society that somehow we are taking scarce resources from one person and adding it to another one. Itís that whole mindset of scarcity. Really what money is and what you should think about with monetizing is itís a liquid form of value and that liquid form allows you to measure. If you think of it like a game, it allows you to see how much what you create is valued by somebody else.

Does that make sense, Tom?

Tom: Yeah, I think it makes perfect sense.

Antonio: And by doing it that way, you want to find out — and that leads to his question about how do you make money encouraging people to do the things they are afraid of? I donít know if you can actually make money encouraging people to do the things they are afraid of. I actually feel that even the way heís worded that, that there may not be a monetization potential there. However, if he reworded this and he said, “How do you help people discover that they are stronger than what they think they are?” or something like that because thatís one of the reasons we do things that weíre afraid of is we want to test ourselves. We want to challenge ourselves.

So immediately, Iím thinking, okay, well, letís look at someone whoís doing that really successfully and letís look at — you donít have to recreate the wheel. You can look at successful businesses, those guys that do — what is it? There was like warrior runs. What are some of these other ones? Youíve seen them, Tom. right?

Tom: Yeah, like Warrior Dash and Ragnarok and all these, and then the Tough Mudder.

20120625_201344Antonio: The Tough Mudder, that was the one I was — so yeah, these things like Tough Mudder, I mean if you think about what you just said there, Tough Mudder is doing that but theyíre doing that in a fun way. How many people do Tough Mudder alone? Whenever I see pictures, people are doing it in groups.

So what you do is you figure out like — you donít have to figure out anything. You get a general idea of where you want to go and what you want to do and you look at, okay, what is working for other people? But you donít stop there. You actually then make the decision that youíre going to reach out to. And it could be something. You donít necessarily reach out to the guys at Tough Mudder. Theyíre going to be hard to reach. But you know what? I bet theyíve done interviews. I bet theyíve written about their experience. And all of a sudden, you start diving in there and you look at that.

But that is where you get started is again, you look at someone thatís running with this and you pull back and you, say, okay, how can I learn from them? What can I do to imitate? Where is some low-hanging fruit? Perhaps there is a way for me to monetize and go after. But you did bring up the book. Book seems like a logical place to start.

What do you think, Tom? Youíve got a publishing company. Do you think books are where youíre going to make all your money?

Tom: No. And I did start a publishing company so Iím well versed on this, at least well enough to recognize that a book by itself is not going to — it’s probably not the monetization that this person is thinking of when he thinks about achieving financial freedom, for example. One book is probably not going to do it. In fact, the power of a book is in the idea or the message you can spread but the revenue numbers arenít really in books. Thatís pretty clear once you actually go on and look around and realize there are much higher margin, higher revenue style products, digital or even physical as well, that make a lot more sense from a business standpoint.

So I donít say that you shouldnít write a book, but I think itís just an understanding of where does that book fit in the dynamic of what you do. So in the case of certain publishing and what we publish, books are one aspect of it but everything I create I want to have something that thereís an upsell to, that there is something higher margin or higher value to the customer beyond the book. I think books are important. I love books, trust me, but youíre not going to — there is just not simply a business that you can really make a killing off of.

I think that’s why itís important if you want to do the book route, it’s because youíre passionate about writing, itís because youíre passionate about spreading ideas. But itís purely from monetization standpoint, you got to start thinking outside the box and say, no, itís just because the book is easy and you can make a digital and then thereís very little marginal cost to it. It doesnít mean that itís a great avenue for you.

I think itís coming back to what you said, Antonio, finding what is the problem right now that these people face, what are the solutions that people are already choosing or solutions that theyíre paying for right now. Maybe itís Tough Mudder. So if thatís the case, maybe you can create a similar style thing thatís just easier for beginners to accept. Touch Mudderís are kind of intimidating to a lot of people. So what about like families? What about like moms and stuff like that? I donít know. This is just a random thing off the top of my head, but maybe thatís an idea that you could then run with and try to validate.

I hope that answers your question.

Antonio: I love it. When youíre creating something, find the pain point and solve the pain point. Solve the problem. Donít be vitamins. I used to have a business coach — he was a business professor when I was at the University of Texas and his name is Doggett, John Doggett. He would always say donít be vitamins. Vitamins you donít take one day, youíre fine. Youíre on vacation. You can skip for a week. Oh, well, youíve missed your vitamins. If you got a migraine headache, you are going to seek out; youíre going to walk a mile to get to that store to get that headache medicine because itís just a throbbing pain.

So find the throbbing pain that your target customer has and start to solve those problems versus trying to make money by selling them something that they may not necessarily be willing to pay for. They may like the idea but are they willing to give their hard-earned dollars for that.

Okay, Tom, I know weíre running out of time here so letís go ahead and maybe wrap things up. I want to really encourage people to come over and join us on one of our live training events at High Speed Elite or just go over to High Speed Low Drag, grab our free e-book if they havenít done that, 101 ways to transition successfully out of the military. If youíre five years out, you will find actually things on this checklist which still apply to you as a veteran.

Tom: Absolutely. And again, just to reiterate, itís highspeedlowdrag.org or highspeedelite.com. If you go to highspeedelite.com right now, there is a signup where you can join us for a free live training and youíll get to hang out with Antonio, John and myself. Youíll get to ask anyone of us questions. I think thatís pretty awesome just a standalone offer. In my opinion, to get the chance to hang out with you, Antonio and John is pretty incredible. So I really highly encourage people to go check it out.

Antonio: Thanks, Tom. Iíll send you the bill.

Tom: Perfect.

Antonio: All right, guys. Weíll see you in the next episode. Take care. Bye-bye.

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