Andy Frisella Breaks Down the "0 Options" Mentality

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Bye. Welcome back to the show everybody. So today is something that you all ask for about once a year and I'm super blessed to be able to do it. I'm sitting in what is the most impressive room I've ever set into my life and I'm fortunate

that I've been in this room many, many times. The greatest car collection I've ever seen in my life sits in this room, but also like the greatest dudes sits in here with me every time. So usually this guy and I sit in here, smokes some cigars and talk about life and business and we decided today we're going to record it so you guys can listen in.

Yeah. And this is one of my great friends in my life. He's like a young brother to me. I've learned so much from him. I'm very proud of him and he makes a difference in the world, you guys.

He's making a huge difference in the world. He speaks his mind which I know he'll do again today and we're going to talk about business because you guys all want to lean in and know what we talk about every single day. He's my partner in the RT Syndicate which we have the greatest business coaching program together in the world.

He's the founder of first form, he's the founder of Form Energy and not all of you might

know this, you know. He also is a founder of 75 hard which has been the greatest mental toughness movement on planet Earth the last five to seven years. So his name is Andy Forsella Andy. Welcome back to the show.

Thank you, bro. It's awesome to have you here, man. Great to have you. Yeah. I appreciate all the kind words and you know they reciprocated.

Thank you, brother. I know that. So it's interesting. We're sitting in this room. I won't give you the number, everybody, of what the car collections worth.

It's a former president's home. You live in. It's a pretty darn nice place and every time I come here, I get my vision stretched a little bit.

“I think people would be surprised about our private conversations.”

And so you're founded, you know, right now the fastest growing energy drink in the world, the biggest movement on line the last five years, like I said.

And first form is this behemoth in the industry and well and growing yet.

You don't feel successful. Yeah. And it's actually sincere. I mean, I don't think you think you're broke. But in your own mind, and I think this is a recipe that people need to learn.

Like you truly as we sit here, don't feel like you've made it. Why is that? And what's that mindset like, you know, how I look at it is a little bit different. And I think most people look at it, you know, I'm 46 now. Done, done, so a few things, right?

And that's maybe half my life or half my potential, right? And I feel like a lot of people, they get to a certain level and they start to feel like they're there. And I've just seen so many people get to that point and lose it. I just, I just stop looking at it the way that most people look at it.

“I look at it differently, you know, when I define what I think success is, I believe”

it's the commitment to one's true potential, the pursuit of one's true potential, okay? So, and what that means to me is that as you push down the path of winning and success, you're gaining new potential, you're gaining new skills, you're learning, you're becoming more effective. And if you were to just stop, then you're leaving all this potential on the table.

And so if we're talking about like what success really is, it evolves over time. You know, what success was to me on the first day of my entrepreneurial journey is not what it is now. And that's not what it's going to be in five years from now. And so I just believe that when you think about it the way that I think about it, and

you think about like pursuing your own true potential, what that means is is that as you go down the path, your potential is expanding on the back end, really good, right? Because you've learned new skills, you've had new experiences, you've made new relationships, you have different resources, and what that ultimately means, unfortunately, is that you

could never hit your true potential, right?

Because eventually you're limited by time, right? We're going to die.

“So, how I define success is just simply pursuing that knowing that you're always going”

to leave things on the table, but you have a duty to become the best version of yourself. If not just for yourself and your family, for everybody else to see, you always say that we're duty. Why is that the word you use instead of, you know, like, commitment or whatever? You call it like it's something deeper than that to you.

I think it is a duty, you know, when I think of like, meaning like because you've been so blessed to live in this country or whatever it is that you, I mean, I look at it like this, okay? It does have something to do with our country, but when we think about like what creates a stable functioning, high functioning civilization, it comes from ambitious men, it comes

from ambitious people, it comes from people who have big dreams, big goals who are willing to go down that path with no guarantee to create something special, something great, that inspires other people to do the same. And eventually, when you get, you know, you can't understand this when you don't have anything.

You know, when you're first starting out, you're like, man, I'm eating ramen, it's hard to think about other people when you're eating ramen, it's true, right? But as you start to win and as you start to grow and as you start to accumulate things

“and, you know, all these things that people think success is, you start to realize”

that there's not a whole lot of fulfillment in those things, you can enjoy them, but it's not really a fulfilling thing, sort of speak.

And, you know, for me, my dad's father, they never met.

So my dad's dad was killed, he stormed Normandy, and then he was killed six months later in World War II, and my grandma was pregnant with my dad. So my dad never met his dad, and he died when he was like 20 years old. So when I think of like the sacrifice that all these men have made over the centuries of America, I think that we have a duty to honor those sacrifices with what we're

doing with that freedom, and what we do with that ability and skill. And so that's part of it, okay? And then the other part is, you know, people are so shy and so ashamed in a way of being successful that they keep it to themselves, and that doesn't do anything good for anybody else.

Because the truth of the matter is, is that if we want a high functioning, high drive, a high character, driven, ambitious, successful America, the American dream. If we want that, we have to understand that at some point we're responsible for inspiring that example in the younger generations. So when I, if I were to just stop and say, oh, here I am, I'm a rich guy, that's, you

“know, they're probably inspired some people, right?”

They want to get some stuff. But when they can observe someone who they deemed to be successful, continuing to go hard, continuing to try and push, continuing to try and elevate, I think that that's much, a much better example to set.

And so, and then, so those are two parts, so the third part is dude, like, I'm just wired

for it, bro. Yeah. You know what I mean? Like, I enjoy, I enjoy inspiring young people. I love when I drive one of my cars and the gas station and the little dudes are like, oh man,

it's so cool. Like, I love that. Yeah. So I know you do it. I think it's my, by the way, I was thinking about it, it's probably, if we go back, it's

been a while now. It's probably why we founded ROT syndicate. I mean, we both wanted to pay it for, we both wanted to grab people back at a stage, we are out at one time and bring them forward. But I've been with you, I want everybody to go back a little bit.

I've been with you down that dirt road that you grew up on. Yeah. How far away from here is that? Ten minutes. Ten minutes away.

Yeah. And I've been down there. I looked at the home you grew up in. We've actually met one of your neighbors that remembered you and your little boy. Yeah.

And so I look at that guy. I know that guy, right? I didn't know him then. But I've taken this journey with you. And so there's the you now that's like, look, I'm going to pay it forward.

I'm successful. I want to help other generation. I want to touch my potential.

It's a never ending thing.

But if we went back when you first started. Did you? It was like a dream and a vision like we'd be sitting in a room with, I don't know, 70 million dollar car collection or whatever they're sitting around here and smoking cigars and having the life that you live or were you just like, look man, I'd like to get my head above

water and be financially independent or was it always this part of you in the background. I want you to answer this because there's most of the people listening to us are there. Were you and I been back in the very beginning kind of with a little bit of a dream trying to get their life off the ground. Were you thinking then?

“Were you thinking all this stuff then or were you like just going to head above water?”

You know, it's it's in the beginning dude. It was it was I just wanted to make a lot of money. Same here. By the way, that's the honest answer. Yeah.

I just wanted to make a lot of money. I thought, you know, I was really into cars growing up.

I always had hot wheels and micro machines and remote control cars and I was obsessed with cars.

And I understood very early because my dad planted him in my mind. If I was going to ever enjoy that for real, I'd have to make a lot of money. Yeah. So that started for me when I was pretty young. When I was like probably eight or nine years old.

You know, me and my dad were my dad, my brother and I were at a gas station. There was a guy who had a white Lamborghini Kuntas in the 80s. And I thought it was a coolest thing I've ever seen. And my dad was always really good about not shitting on other people's success. And making it a lesson.

“You know, and I think that's hard for a guy to do, right?”

Like a guy pulls up in a car that costs as much of your house. Right. And you're able to look at him and say, hey, son, that guy's doing something. Right. I don't know what it is, right?

My dad was always good about that.

And I think a lot of parents really fail at that. You know, a lot of parents, when they see other people's success, they allow their own insecurity and their own jealousy to stop them from passing a valuable lesson on to their children, right? But I got lucky in that way.

And I use the term luck very selectively. But you know, you can't really help who your parents are. Yep. And so I, my dad's like, yeah, man, that car's awesome. But guess what?

You're going to have to make a lot of money to do that. So that kind of started, that started me down the road of entrepreneurship. You know, when I was a little kid, I was always trying to figure out ways to hustle. You know, I had a little baseball card like hustle going on in my dad's garage. Yeah.

So, you know, anytime in school, there was like a contest to like sell sausage or whatever the stuff was. You know, I go door to door and sell the shit out of it. Yep. And so that just started, that's where it started, man.

And all through school, I was never really a good student because I always knew that I wanted to like do more than

what I wanted to do wasn't going to be taught in school. You knew that. Right. Yeah. And so, and that's kind of where it started, man.

What do you think you're, I've always wanted to ask you this. Because I know you, obviously, you know, really well now. What was the, someone's listening to this. And by the way, is it the same skill now?

“What did you get good at that got you momentum and progress?”

Like, what was the thing that you was it selling? Was it persuasion? And then you think that same skill, whatever it was, is required now in this economy with the advent of AI, which we'll talk about in a moment. Like, what did you get good at? Well, naturally, dude, I'm pretty introverted.

I'm not a people person, my nature. And that was a skill that I had to learn. That became probably my best skill. I'm able to communicate with people, no matter if they're, you know, guys that have grease and dirt all over them. Or if they're, you know, a billionaire walking through the room.

I'm able to find common ground very quickly and be able to, you know, connect with people. And I did that intentionally. You know, I used to play a game with myself to train myself to be able to do that. Because I was scared to talk to people, like, really scared to talk to people. Even when I was like going door to door when I was a kid, I was terrified of doing it.

And I realized that for me to become effective, I have to be great with people.

“And that's something that I think almost all successful people have in common.”

Now, there's, there's, there's outliers to that. But, you know, having great strong people skills is super, super, super important. And dirt, I used to play this little game. I used to go to the local grocery store here. And I would make myself talk to three people, a real conversation, three random strangers. And then I could go home.

So I'd walk in cold and I would make myself do three conversations. And then I would go home. I did that for years for years. So I could get comfortable, like real comfortable, you know, talking to people. And then that skill set, you know, kind of led to all different great things in my life.

You know, great relationships, great partners, great networks, just from, you know, having that skill set. Other than that dude, like, real talk, I don't think I'm really that great or anything. I think I'm good. I think anybody who has done what I've done for 27 years would be as good as I am. Yeah, come out, it's one of the points very rarely. I very much disagree with that ladder.

I'm going to tell you a couple things. I think you're great at it. And I don't want you to talk about them. And don't be humble, okay? So one thing you are really great at is vision. You see things before they happen. You also did not create all of this in your life without a really clear vision and dream.

That could be you're, you're, go back there. You're broke. Some of you probably know this. We're not going to cover all the stories we've covered before. But this guy was an overnight success in a decade. Yeah. Okay. It took him a decade to make any money. I mean, like, even any money where he could really eat consistently on that dime without supplementing his income.

Okay. So during that time, you probably wanted to quit a million times. Probably almost a million times, like a lot of people listening. You are a visionary to this day of all of my friends. I think you're the friend that stretches my vision the most.

He's always sent him a, hey, bro, look at this, y'all.

And it's not all material things. He'll send me photos. Sometimes, hey, man, don't tell anybody else this. But, you know, we just, you know, the company just did this for this cause or whatever it is. He'll never tell you guys, but he'll share with me. You're extremely visionary person.

And I think it's one of my skills, too. I don't even know where it comes from because it didn't grow up with any of that. But I always like, I'm always seeing what the future could look like. I don't know that I always believe I'll get it. But don't you agree, like, let's be real.

And we'll talk about another skill I think you have in a minute. But that's a real thing with you. Did you have that back sleep and on the mattress, then? I had dreams. Hmm.

I had dream, like what, maybe this would be cool. This is what I would like.

“But that's why I also believe that there's a lot of truth to like metaphysical law of attraction”

and those things as well. But I actually think that the vision comes from experience from being honest. You know, when you see things, when you've been in business for so long and you've seen things play out over and over and over again, you get really good at seeing pass the first or second decision that's going to be made off of the decision that you're making now. Right?

I'm going to choose this now and then these two things could happen. I think this thing's going to happen and then these two things could happen. I think that's things going to happen. So it's more of like a calculated Regurgitation of things that you've already seen.

And so I don't know that it's a gift more than it is just being around for a long time and watching things unfold. I don't know if it's a gift, but it's a skill that you can do. It's definitely a skill. It's a skill. Because I think when you hear gifted this, I think people think, well, maybe that he just got given.

Yeah. So you make a really good point. Yeah. Here's the other thing that I think is like, I'm trying to find things on the show. Most people do it only look at that first decision.

You're right. You know what I'm saying? Yeah. They make that decision and they don't have the capacity to look one, two or three steps down the line. And I think that's a big handicap for most business owners.

But being honest. Hmm.

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Like, I always try to find things on the show when you and I are together.

That, like, you and I talk about, but like, I don't ever really hear discussed elsewhere. That I'm comfortable putting on show. And here's one of them. You and I, if people, I think people see it with you more than they would me. But you run hot.

And what I mean by that is not just like a temper. I don't mean that.

But I shake in your hand meeting you, there's a frequency like there's a level of intensity. I'd like to think I have that as well. And I think that it's one of the secret sauces and elements of successful people. They almost will things to happen. I know it's God's blessing.

“But there's a level, I think people underestimate the level of intensity you have to bring to making something great happen in your life.”

No doubt. I think it's, I think it's one of the biggest things. I think it's one of the biggest problems in the entrepreneurial landscape right now. Entrepreneur ship has become like a thing that is presented like, it's for everybody. Okay, it's not for everybody.

And it doesn't matter. I don't care what all the other guys say. None of them. It's a built, what I built. That's just a truth.

And I'm just telling you dude. It's not for everyone. Because you're trading a lot of things for other things. And it takes everything.

And I think one of the things that I did, I was always that way.

Yep. I was always that way. Like when I was when I was young in sports, when I was in high school in sports, when I got through Kyle every, I was always ultra competitive and ultra urgent about winning. Now, I might not be urgent about everything, but I always wanted to win.

And I think over the course of my journey that intensity increased to the point where I could almost not control it. And then once I matured a little bit, I was able to bring it back in line and know when it's appropriate, right? So it's like this awesome weapon that you have, but you got to how to use it. But I feel like there's one of my roles in your life. Absolutely.

Absolutely, bro. Yeah. If I didn't have you as one of my brothers do that I can call and talk to you, I go f***ing crazy. That's so true. Because I don't have that many people outside of like my own brother and my own business partners that really understand that.

You know what I mean? Yeah. When you met me by the way, after you're just so brilliant the way you just articulated it, you met me after I made that discovery, meaning I've got to deploy this intensity strategic. It's where I learned it from. Okay.

From you. Like when you and I met, I was just running f***ing wild bro. Right. Like I was bullying a Chinese shop. I just let my energy and my, my, my urgency and everything just, I just nuked everything.

You did. And by the way, you're already very successful. Yeah.

But I mean, dude, that's not a fun way to live because you're always pissed off.

And there's a cap. Yeah. Because you build things in obliterate them. You build people and hurt them. You, it's because I've done it, right?

Yeah. And I regret some of that. But. But. This is what I want people to understand that want to be entrepreneurs.

“Or I think just want to be a professional athlete or want to be a great whatever.”

Right. Anything. You. I'd rather have somebody that I've got to dial back. Yes.

Then someone I got to dial up. You got to bring this pace in this urgency and this intensity to your mission. That I think people underestimate because of social media. Yeah. Everyone looks like they're having a good time.

Yeah. You can have complete balance. You can, you know, skiing the Alps of Switzerland. And then at the same time, be closed and deals on your laptop. And whatever the heck this stuff's been pre.

And I, I just have not had that experience. Nor of the real people like you that I know that are successful. These folks run hot. Yeah. They're intense people.

Doesn't mean they're loud. Or they've deep voices like you. I don't have to talk about because plenty of these people are women. Right. But there's a thing in them.

There's this dog in them almost. Like, you know what I mean by that. They got that dog in them. They got that. It's like a fire.

“You have to control rather than try to ignite.”

Yeah. I think it's required. Okay. I don't know anybody. Now, I know a lot of people who sell maybe they sell digital products or something.

And they got a little more freedom. And that's okay. Because, you know, maybe that's all they want. Maybe they just want a little bit of money to go travel the world and do those things. Sure.

I'm not talking about that. I'm talking about actual entrepreneurship. The creation of things that are an involvement of things that already exist or original thoughts that you take from your brain and put into action that actually create a company that employees people contributes to culture, society, community.

That's a different thing than selling, you know, how to do a widget or whatever, right? So, but to build real things. I'm not taking anything away from that. Sure.

You make, you make half a million bucks or a million bucks a year.

So I'm going to travel the world. Cool. Yeah. Awesome. Yep.

I'm sure that's most people. Dream. But that's not my dream. And when I think of like the required. People have to, there's nothing casual about winning.

Absolutely nothing casual about winning. You are competing against other people who are willing to give all of everything they have at all times the higher that you go, it gets more competitive. So, if you don't have that urgency and you get in that place of comfort where, you know, you're cruising out on Thursday afternoon and coming back on Tuesday.

Bro, you're going to lose. That's just reality. And you may not feel like you're going to lose. You may not feel like you're losing. But you're going to eventually find out that other people that are doing the same thing

as you are working all that time that you're out doing whatever it is you're doing. And they're going to pass you. And that's reality. Yeah. And sometimes, by the time they pass, she was too late because they've evolved too much.

You're too far behind. And I've seen, I've seen, and I wonder what you think about this. But I have seen more people fail in life that have won once. Gosh. Then people who never win.

If I'm being honest, because they get that first win and they think it's always going

to be there. And it's just not. It's a, I have more friends that used to be successful than currently are. Yeah. That you still have a little bit of money than currently do that used to be.

Bro, I don't want to be that. Well, I'm being real. And I don't know that this is even healthy. By the way, when I say healthy to live like this sometimes. No, it's not healthy.

It's not healthy. It's not. Listen, it's okay not to be this way. Listen, just don't say you want to dominate in the business. You don't have to, look, man.

“I'm not saying that you have to be that way.”

Right. I'm not saying if you want to build real things, it could be at the highest level. Then you have to be that way. Yeah. And that's what I want to do.

Yeah.

And so, you know, that intensity that I always had.

And then combine with the urgency of knowing that you're like one day from going out of business. You know, the first 15 years you're in it. Yeah. That does something to people. Yeah.

You know, that requires your nervous system, man. It does reward you. Yeah. And then, you know, when I met you, I was doing very well. Not comparable to what I'm doing now, but doing good.

And I think I remember telling you how much I made that first time. I wasn't very much. Yeah. It was a lot, but it wasn't very much compared to now. But the point is, is that, you know, what I realized from from having you in my life, which

I'm very grateful for, and I'm not an expert at this by any means still because there's still moments where the old Andy appears. Yeah. But it is, I realized that this is this is a tool in my tool belt. And I needed to learn how to use it properly.

Yeah. That made me a much more effective entrepreneur and much better leader. Much better leader. He's one of the great. He is truly, you guys.

He's being very nice to me. He is one of the great American entrepreneurs. And he's building multiple, multi-billion-dollar companies at the same time. And it's been unbelievable to watch as he's matured and as he's grown and has he deploys this intensity.

I wonder, and answer this for you, not my way. I don't know you will anyway, because it's you.

“But do you feel like you, that thing where people have the first win and stop?”

I've always watched that like, this is what happens in my head.

I go, are you afraid you're going to lose it? Like, I think to some extent, maybe this isn't healthy either. I've developed a lot of self-confidence, but I'm still, I play scared. I think that, and maybe that even sounds like a week. No, no, it doesn't.

I get it totally. Like, I show up at work every single day. I'm at the office seven days a week. Anybody that works for me knows that on their seven days a week. I show up there every day thinking we're going to go out of business even if it's not true.

Wow. It's a mentality that I used to try and get away from. Yeah. That now I embrace and really appreciate that I have. It's, I call it zero-optional mentality, right?

So like in the beginning, when you're totally at, you know, where we talked about most people are at the beginning of their journey, you don't have an option to do. Like it's either go or accept what you have understanding that what you have is going to get worse. Okay? Because as you get older, you're going to be less capable.

They're going to be less hireable. You're going to be less employable.

“Your fucking quality of life is going to lower as you get older.”

And that's what you want to do. Cool. That's just now what I want to do. And so, shit, I lost my train. No, no, no, you're right on it.

You're saying, basically, as you get older and go, that you, you this healthy fear that you have. Oh, yeah, yeah. So, so, dude, as you grow and you start to have wins and makes success, you know, it's easy to have that mentality. If I have to go no matter what, when you don't have anything. But when you start getting resources and money and success and wealth, how do you operate at that same intensity?

Well, you have to trick yourself into believing that there's no other option.

Okay.

This is going to sound crazy.

But I tell myself, I'm like, you don't have a degree. All right. You don't even need degrees anymore. But I tell myself this because that's, I come from. You don't have a degree.

If you lose, you're going to be digging ditches. You don't have any skills. Like, I'm, I'm not in the same old dude, right from the beginning. Yep.

“And that's what keeps the urgency alive, right?”

I think even though I know it's logically not true. Like if I were to, if I were to somehow lose everything, I mean, I have enough skills where I can get it back and enough relationships. I can get it back. Like pretty quick, right?

You know, but you think that way. Like an I do too. Sometimes I wonder if it's healthy or not, but it's kept me. I mean, I, you and I both worked today. We're sitting here on a nice time.

We look great in your place, but we both have worked today. Yeah. And it's a Saturday. Well, we're recording this everybody, right?

And the other reason is is that, and maybe this is the mindset thing,

and then we'll shift to some AI stuff. But like for me, I'm a competitor. I tried to play professional baseball. I wasn't good enough. I say I got injured, but I just wasn't good enough, right?

You were a great athlete too. Your brother wasn't good enough. Your brother was really good. Yeah. And he had an injury.

But this is my sport. Yeah. Yes. This is my sport. And it's also a form of expression for both of us.

It's why we do RTA. It's like, my, I don't play music very well. I can't sing. This is like my art form and my sport simultaneously. Yeah. I don't love every day of it.

But left alone, if I didn't do this, I'd have no form of expression because I can't sing. I don't, like, I don't do anything that. And I'm not going to be a professional. I used to think I'd be on the senior tour plan.

Call. I can't break 80 anymore. So like this is my sport and my art at the same time.

“And that's why it doesn't usually feel just like work to me.”

The same for you. Yeah. 100%. I grew up wanting to play in NFL. You know, my brother played pro baseball.

He would have actually been a solid. A solid would have been a 15 year pro MLB guy. Had he not had a compound fracture in the in the game. So he grew up in that world. And the one thing I'm grateful for because.

You know, when you don't end up achieving those dreams,

at least for me, you know, for the first 10 years when I was like suffering in business,

I had nightmares of and when they're dreams. But but they're more like nightmares of playing football. Like I would have these dreams of playing football. And then I would wake up like with this regret. And it's because we weren't successful.

We weren't making any money. Things weren't working out. You know, and then when we started winning, it trends. I started realizing what you're saying. I started realizing, whoa, this is actually a great thing.

Because now I get to I get to play the game till I'm 70. Yes. 80. Yes. Right.

Like it's the best game in the world because it's not like baseball or football, where you might get 670, you know, years. If you're Tom Brady, you get 20. Right. But with entrepreneurship, it's it's a lifetime.

And what's cool about it too is that, you know, in sports, these dudes get a little older and they start going downhill. Well, in business, you get a little older. You get a lot better. It's true.

And so it's a, it's an exciting game. And I enjoy it. And that's how I look at it. That's so funny that you say that about the dream. I'll tell you something.

I don't know if I ever told you this before. I still, about once a year have this dream. But for a long time, I had it like once a month. And it's I'm playing baseball still. And I know why.

And I tell everybody this. It's like a confession. I, I don't think I've told you this before. I feel like when I played, I gave everything I had. But I left a little bit in reserve.

“And I think the reason I did is that maybe if I didn't make it,”

I'd have an excuse. I'm not sure subconsciously. Yeah. But even though all you business people just evaluate this. Do you leave anything in the tank?

Because I did a little bit. Like I could have. It looked like I was working my hardest. But I know I could have given more to the game that I gave. And I'm going to tell you what the dream is.

I had this dream where I'm being announced to play outside the stadium. I'm in my uniform. And I can hear him. Leading off. Playing center field.

Number eight. Eddie my lead. And I can't get in the stadium. They won't let me in. And I'm running up to the security there.

Like no. I'm the center for the like look man. I don't have any ID for you. You can't get in here. And I'm not open the other door.

And the fence is locked. They won't let me back in the stadium again. I'm like no. And it's second base. And I'm like no.

I'm the center. Dude. You can't get back in. And I've had this dream. I still have at least once a year.

And I think part of it is like I think it's a healthy thing. Because I don't want to ever look back at this part of my life. Which is the rest of it. Go. Let me back in.

Yeah. I don't want to have any regrets. Yes.

I don't like let me back. Please. I'm no bro. You missed it. It's over.

Yeah. I don't want to have that feeling. So the field is like my life now. And it's just so it's interesting that you had a dream. Dude.

“So one of the hardest things you'll ever do in your life is start a business.”

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This episode is brought to you by Row Nutrition. I'm extremely selective about what I put in my body. I don't take a lot of supplements, but the ones I do take. I want to know they're actually doing the stuff they're designed to do. That's why I trust Row.

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And it's supporting the way my body actually was designed to thrive. So go to rownutrition.com and use code my let for 20% off site wide. That's code my let for 20% off site wide at rownutrition.com. You know, I think a lot of that comes from. I've talked to a lot of people that have similar feelings of what you're not the same dream.

But like a similar type outlook. And I think that comes from two things. What I've been able to determine is there's there's two different exact avatars of people that this comes from. One is people who didn't make it in their sport.

But two is people who had an actual near-death experience. Interesting. I've had both. You're right. So when you realize when you have this,

you have this awareness that your life can end like literally in a second. It's hard not to be urgent.

“And I think a lot of the truth is is that a lot of people”

have a really faced real hardship to develop the urgency. They look at people like me or people that are like you. They're like, this guy's the same. Well, bro, when you get stabbed in the face and you almost fucking die on the street for real, you wake up with a different understanding

that it can go away like that. You know, and that changed me. That whole thing. You know, like I was, I just don't take you for granted, dude. I just don't.

You never told me that that was the effect of stabbing hat on.

Oh yeah. Yeah. I woke up the next day and I was like. Hmm. Do you, you, I said earlier that you see things pretty well.

I've only asked a couple of people this on the show just because I don't value their opinion, but with you, I'll be honest with you guys. Like there's been so many things this dude has told me the last seven or eight years whether it be in the world or geopolitically or business or what he was going to do and some of his businesses.

And then they've happened. They don't always happen in the time frame. No, sometimes they're later, sometimes they're earlier. Everything always takes longer for me. But man, it's happened, right?

So AI is something you're really getting deeply involved with. A year ago when we're talking about, you're like, I don't know anything about that. It's some point you went, that's not going to be good enough as a business leader. That's right. I need to know about this.

I need to educate myself. It'd be like some guy back in the day going, I don't know about cell phones. Like, you got to know, right? Yeah. So, what's the picture look like for you?

Like if someone's listening to certain entrepreneur and they go, Andy, what about AI? Like just in general as a broad stroke question, what advice would you give to people who, I don't know, maybe they're concerned, maybe they're excited?

“Well, I definitely think you should learn it.”

I mean, I think that's where you start, right? I missed when I was 19, 20, 21 years old.

And I didn't have any resources.

So I missed that opportunity. When social media came around, you know, I was three or four years late to that. Still did okay. But you know, I wasn't thinking of it in terms of business, you know? And then when AI comes around, I think it's the biggest of those three revolutions that we've had happened.

“So I think it's very important for everybody to understand what's going on.”

And to know a little bit about AI, you don't have to be an expert, but you need to know how it works. What the biases are, what it can do, what it can't do, how it's made, those kind of things. But as far as, like, what I think is happening is that we'll ask you.

Man, I think all administrative jobs that basically bring no value to a business are going to be eliminated.

AI is very good at managing tasks and doing things that you would have to hire what we would call an entrepreneurship, a body, right? Which is basically a human with very little strategic value to the business to just type shit. Those people are done. You're done. If that's you you're done, you just don't know yet. Are all businesses done? No, absolutely not. People still want to. And I think the sweet spot here, because we're seeing all different opinions, right?

We see, we, we already saw, we've seen a number of companies lay off thousands of people. And then, and then realize that AI is not good enough. And then they try to hire the people back and it really put them in a bind. That's happened a bunch of times. It doesn't get publicized because none of the bad shit does. But I actually believe that it's going to be different than what people think.

I think a lot of people think it's just going to run everything.

“And it's going to be, and, and dude, that's what people think when they're thinking like the lazy way, right?”

I could get a cloud bot and I could do it could make me millions of dollars and it's like, bro. We're can it, right? Can it really? Have we seen it yet? We haven't seen it yet, right? So, there's a, there's a lot of hustle, bullshit around it. I personally believe, and this is where I think businesses should position themselves on AI. I think you have to integrate AI into your back end systems to make them function as quickly as possible,

to eliminate and to eliminate the labor costs, but also increase the efficiencies, quicker, faster, instant, you know, things. And then equip your forward facing human force to be very good with those tools. And that's where I think the companies that are going to win are going to win big. I think if you think that you're going to automate all of your shit, you're probably going to lose.

And I think that for a number of reasons. The main reason being is that we're in a cultural position right now where people are not wanting to spend more time with technology. How many of you guys want to spend more time on social media? Honestly, probably zero, okay? So people are becoming disenfranchised with how, and they're becoming aware of how much technology is stealing from us living our real lives. If that's the case, which I know it is because I watch, I see how we do business.

Then we're in a really in a situation where people, there's a vacuum for human human contact right now, right? There's a vacuum for great relationships. There's a vacuum for connection that cannot be filled with AI. So if you're an employee, you're an entrepreneur or an operator, you know, a founder CEO. Understanding AI and seeing it as a weapon versus seeing it as an all solution is the way you want to look at it.

And you want to equip your soldiers, your team with the best weapons.

“And that's what I think, and that's how I'm positioning my companies.”

I mean, none of this shit is like, I'm betting my life on it. So we are allowing our systems on the back end to become more efficient with AI. But then we're still allowing our humans to do what our humans do, which is help other people get the resolution and the solutions are looking for. By the way, I want everyone to hear that, by the way, I know one said that that I've asked it on the show. The way you say it seems to be plausible.

But there's another underlying reason for this that I just think's important fundamentally about how you and I view business.

And I'd say particularly you, which is that you're about the people and your businesses first.

In other words, you're not looking for ways to eliminate humans. You're looking for ways to be able to employ and expand the dream for more people and utilizing technology to do that.

That's just a fundamental belief. You have not only these things.

Because back to that duty thing that we talked about. What do you mean?

“Well, I think there's ethical entrepreneurship and there's unethical entrepreneurship.”

There's ethical entrepreneurship is understanding that as an entrepreneur in your community. You have a responsibility to create careers jobs and support the community. Sponsor of the baseball teams. You know, be involved. Those things matter, dude. That's our whole culture and our whole society is based on those things.

How many Amazon literally teams do you see? Right? Not many. And then you have unethical entrepreneurship. People who are in it for the dollars and that is it. And some of those people are the most successful people on the planet.

Okay, Jeff Bezos is one of the richest men in the world. If not, you know, he's probably next to you on, right? The guy continues to automate, automate and automate. They do things allegedly, like inside of their company, like right before people are about to get benefits. They f*** fire them. Like that to me.

Now I respect what he's built. I think he's a tremendous entrepreneur.

And by definition of winning by the definition of creating and winning in business.

He's done, I mean, he's hardcore. He's a fucking winner. And I'm not taking anything away from the guy. That's just now how I want to do it. You know what I mean?

Yeah. I just don't think I don't think I'd be able to sleep in that run in that way. I love that you just said.

“That's my, that's my, I believe that if we're going to fix this country and fix what's going on,”

I believe it comes from the entrepreneurs. Ethical entrepreneurs. Ethical entrepreneurs that set ethical culture around the things that matter inside their business. The employees take that culture home into their households and spreads through their community. So if you have excellent culture inside of your business, you're in, you're, you're,

You're, you're by default correcting culture inside the world, right? You can't do that with f***ing robots. Andy, that's being said nowhere. Yeah. You just said, well, because most of these dudes don't run real f***ing.

Right. Yeah. You know, and if they have employees, a lot of people just look at them and they're like, Oh, that's my employee. I compensate them for their work too bad.

That's, that just happens not to be me. Yeah. I go to work every day. These people are my f***ing friends. Yeah.

I care about them. I love doing what I do with them. You know? So I don't know. When I think of like, when I look at a, a spreadsheet and, you know,

There's a dollar amount next to your employees. I don't look at that is something that, I look at that is something that should go up. Yeah. Quite honestly.

That's unbelievable. You go at a Harvard MBA and you won't hear what he just said. And it's, it's the reason. We do a terrible job of promoting this. So we're going to take 30 seconds to promote it, but I want to say something everybody.

It's the reason out of all the people on the planet that right when I met you, I'm like, if I'm going to have a partner at anything I do in the public space, on coaching entrepreneurs, I want to do with this man. One, obviously people have seen your brain on display today, but it's also the way in which you frame business.

And I'll be honest with you. You've said a lot today about the things I've learned from you, or that you've learned from me. I've learned that from you of devotion, really, to the people that work with you.

And you really believe they helped build you. Like it's a deep, real thing. Well, they do. I know. And it's made me evaluate myself over the previous decades.

And I was a younger man.

“Did I really have that depth of appreciation for other people?”

People are the end I've learned from you. They're not the means to an end. Right. They're the end. It begins and ends with people.

And for 30 seconds, because we never do it,

most people probably don't even know. They watch both of us. You and I, a zillion years ago, formed a very unique syndicate. A group of people called the RIT syndicate,

that you and I both personally mentor. And I just for just for a second, you're a view on what you and I do in that group, and why you think it's valuable. People and different.

Yeah, different. I think, you know, the one thing that we do, we do a terrible job of promoting. Yeah, I mean, we never promote. Yeah, we don't.

But that's because it's not our main line of business. That's the difference. Right. Like for mostly people, this is what they do for their business.

Their business is coaching, right? It's not our business, right? Which is actually what makes RIT valuable. Because you're dealing with two guys who are still in the game. They're building, they're creating,

they're doing new things as the world is changing. Nobody else is doing that. And also, nobody else that I know of is teaching people how to run an actual business.

They might be teaching people, you know, how to, they might give you some advice or, you know, say what they think or, you know, give you how to run an ad funnel or some shit, right? But we don't,

we don't have too many people out there that are actually building things. That are helping other people navigate that water. Yeah. And so that's what we do there. You know, we take small medium and large size businesses

and make them bigger.

And that's what we do. And we have a number of people who started out with us in 2018 when we started. And now they're literally nine figure entrepreneurs. So we've got a whole list of them.

Yeah. And that's what we do. So we help people grow their businesses. If you have a real business, no matter how big or small,

meaning, you know, whatever, whatever.

“That's a place where I think if you're not in there,”

you're not going to learn the shit anywhere else. Yeah. I firmly believe that. I know that. I know that.

Yeah. I'm so I'm probably because I do it with you. And every time we do, you know, calls in the group, I do mine. You do yours.

When we do them together.

I always tell you, I got sick back.

These are just, they're just so valuable. They're valuable for me. And. Well, that's the cool thing about the group, too, dude. Is that.

You know, being around the environment. Where everybody's in the game. Yeah. Like, dude. There's a lot of things that I've learned from guys in the group.

Same here. Yeah. And like they're doing these new thing or this new technology. Something that isn't on my radar yet. Yeah.

I mean, dude, and I love it. I love it. I love doing it. Well, if any of you, you know, we don't promote it. And it's very rare that we do it.

But if you go to arte syndicate.com. Arte is a RET. Syndicate.com. You can get some info on it. Yeah.

And it's super affordable, dude. It's not like. It's not like. What's, you know what's funny to me? Yeah.

It's like.

“I think we raised the price we do better.”

Yeah. People. But by the way, or if we ever mentioned it,

today's the first time I bought it here, so we just never mentioned it.

But like, dude, we tried you and I both did this out of a feeling of obligation. That's right. Right. And well, the other thing you do that I think people should know. And I think the all know this like you and I probably collectively.

There's a few others like we've given away more free content. Yeah. You on your podcast all the way to the MF CEO days to now with real AF and the MFC. Like all of it, like most of our stuff. We're just here to serve and help us.

One of the few things that you any charging for and it is affordable. The other thing I want to ask you, I want to land on the last thing because I. I don't think everybody really understands the impact. Look, first forms of huge company made a difference. What you're doing with form energy and eyes or bush and day and a white and all that.

Like it's unbelievable what you guys are doing. You're building these huge behemoth. You know, American back like amazing companies, right? And it's I'm very proud of you for doing that. And it's been awe inspiring to watch.

Having said all of that. I do not go anywhere where I don't run into somebody who has said 75 hards change their life. Like by the way, which is also free something that you created. And I even Michael who's here today.

“I think here's on his third time doing 75 hard, right?”

And it's changed. I mean, you give us the data in a minute about how many hashtags there's been or whatever. Why did you create it? And what do you, and I know why, but I want them to hear because it was a personal thing, frankly. But also, what's the impact on mental toughness in someone's life?

And why is that such a skill? Of all the skills you could have chosen to develop in people. You chose mental toughness as the thing you wanted this to develop. Why? Well, because I think it's the most required skill in entrepreneurship and personal success.

You know, I have a lot of issue with the way the internet promotes success. Okay? We have all these guys who sound real good and they write real nice. And they sell these nice things that are nice to hear that are completely out of tune with what it really takes. Okay?

It's a f*** battle. And it doesn't matter. Anybody who says it's not has been in it too long. They've been in it too long and they're too big. You don't get it.

Okay?

Or they've never been in it.

Right? It is f*** hard. And the number one thing, so when we think about mental toughness, mental toughness is the embodiment of a bunch of other subsets. Right? Perseverance.

Discipline. The ability to, you know, not like all of these things. The fortitude grit, perseverance, all of these things fit in the definition of mental toughness. Right? And when we think about like why most people don't succeed, it's not that they don't know what to do.

It's that they don't have the capacity to adhere to a plan. Okay? Think of it like this. What if you had the recipe for the best cake ever? But you didn't have the ability to put the ingredients together and follow the directions and put it.

It doesn't matter. And everybody likes to look at like, "Oh, I got the wrong plan or the wrong idea." Or that this or the that. But you don't have the ability to adhere to the plan. That's your whole entire problem.

That's why you're overweight. That's why you're broke. That's why you're not doing well. It's because you get one, two, three, four days, five, a week, two weeks, three weeks into something.

And then you go on to something else.

The minute it doesn't get fun. And the ability to be successful over the long haul, whether it be your fitness or your wealth or whatever it is, is the ability to execute at the highest level possible, especially when you don't feel like it. Okay? If you can execute on the days that you don't feel like it, when everybody else packs it in,

those are time gaps that accumulate over the course of time that separate you from everybody else. So if you're competing against someone who every time it gets overwhelmed in this, "Oh, I got to take a month break in Bali and we'll decompress." Bro, I just gained a month on you, man. Like, you're, this is math.

So when we think about like why people can't get their lives together, it's because they're not controlling the basic things that they need to control. They're not controlling what they drink. They're not controlling what they eat. They're not controlling how they move.

They're not controlling their exercise or what information or who they're hanging around.

“They abandon the controls that they have and then pretend they're surprised that their life is chaos.”

Okay? Well, if you're able to control these things, that's going to give you 90% of the outcome in the life that you want. You're going to be fit. You're going to understand how to achieve things. You're going to be able to follow a plan.

So when this thing was born, when it comes to fitness and shit, the reason that most people can't ever get in shape and stay there is because they think it's a physical thing. When actually it's a mental thing, you don't have the skill set developed to persevere down the path and stay that way. So, you know, and then the other thing you have to realize is that discipline is a perishable skill.

So, just like, you know, you go out, you work in the yard to get all sweaty. Then you take a shower, you're not, you don't stick anymore, right? Well, eventually, you're going to stick again. You got to take another shower. And so, when, you know, one of the things people say about 75 hours makes me laugh.

Makes me know that they don't know anything about it. They say, oh, it doesn't work. If you've got to keep doing it again, what are you talking about? This is a perishable skill. This is no different than practicing musical instrument or shooting a firearm.

You know, if you're playing golf, if you don't get, if you don't go hit balls, consistently, can you be good at golf? Okay. It's the same thing with your discipline. It's the same thing with your toughness.

It's the same thing with your grit, your forward to it.

“And that's why it's important to present yourself with hard things and follow through on them”

because they develop those skill sets that you need. And so, like to answer your question, why mental toughness? Because mental toughness embodies all of the subsets that actually make someone successful. Whatever they decide to do. If I decide, if I have my mental right, and I'm a discipline human,

and I decide I want to get good at playing guitar, I can do that. I understand how to do that. I'm going to show up every day. I'm going to play the guitar every day. I'm going to play on the days that I don't feel like playing.

And I'm going to keep going. My fingers are blistered. I'm going to keep going. And eventually, I'm being able to play the guitar. And it's the same thing with building a business.

So, I believe that, you know, the reason that live hard in 75 hard have become what they are is because it works very well.

It's several billion hash texts.

Yeah. Yeah. That's billions and billions of hash texts. And you guys got to realize something. What did you weigh at your peak, by the way?

350. 350. So you see the super jack guy here. This was guy many years ago. He was 350 in broke.

And now he's worth a B in front of his name and is a machine. And he's changed millions of people's lives. And so he can go just 75 hard anywhere. Hashtag at Google.

“Is there, you go to 75 hard app or website or what do you do?”

Yeah. You just go to 75 hard.com. Yeah. And by the way, it's completely free everybody. And then to work with Andy and I.

If you want to go to artacindicate.com. This, by the way, today is why podcasts were created and why I do my show. And I really just want to thank you. I thank you for being, I mean, this and see you without getting too emotional. You really change my life.

I consider you. I don't have a brother. I've got three sisters. I just wish I saw you more. Yeah.

I wish I was around you.

We're both running to million miles an hour by I love you.

And I'm very, very proud of you. And I'm grateful for you, bro. Thank you. That's mutual. I'd be, I'd be, first of all, all of that's mutual.

But I do have to say this because I'd be wrong and not say it. I'm also surrounded by the best team in the place in the earth. Okay, I was blessed to have people around me that are extremely intelligent and smart and hard working. So when you look at all these things, understand, this is a community effort of some very intelligent people, including my brother, who's a CEO, first of all now.

So it's, you know, I get a lot of the credit.

But I work with some killers. Yeah.

It's really work with these killers.

You had all these superintouch.

“And then there's also DJ, who's here today with us.”

I'm just kidding, brother.

I love you too. But yeah, man, you know. Yeah, dude.

“I just, that needs to be said because it really is at this level.”

It's, it's not something that somebody could do on their own. Yeah, it's a great lesson for people to learn as well.

“I don't think I have to ask anybody to share today's episode.”

I'm pretty sure you all will. Hey, guys, thanks so much for joining us here today. I wish you all the best in your life, continue to max out your life and God bless you. Take care.