I’m Matt Manero in the studio with over the top Judge Graham and a special guest on this episode is our close personal friend, Coach Burke. Welcome Coach! Absolutely. Thanks for having me. So coaches in town for Dallas, be speaking at the 8% nation tomorrow. Judging now speak in the morning when you’re speaking to more you in the 11th Oh, you’re right after us.
Yes. I think we go out at 10 to 10 45 and then we’re also finishing the mapping, the roadmap mapping of an event that the three of us are doing in Vero beach, October 15, 16, 17, the scale with speed events with your coach in Vitro. So you want to offer any commentary on that?
You know, I was looking for a product that we could offer a lot of our monster producers because they get to certain ceilings of complexity in their business, certain revenue numbers, and they really don’t have a business that they can scale. And they reach a level where they need guidance from people who have done it. And there’s a percentage of people that want to sell their business. Right. And they’re just not positioned correctly. So the scale was speed. I’m like, we should do the scale of speed. You guys have the burn ships and I just wanted to kind of take it on the road to Viro. Right?
I love it. Yeah. I like the beach. I’m excited. I’m excited about this. And for some reason, none of our wives are going. I asked my wife, she’s like, nah, that’s funny. That’s funny. But, but look that that’s a, if you want more information on that, go to coach.com, click events. It’s October 15, 16, 17. You should seriously think about it’d be awesome. Great getaway. Great way to plan for 2021. But coach, while you’re in the office, I wanted to jump in the studio, do a quick podcast because one of the things that I love about your methodologies is extremely tactical. Like a judge. And I like to think about strategic and tactical. I look at you as like a sniper, you know, but through your monster programs, you come in contact with so many people and you see this recurring theme that happens within PayPal and it connects to why don’t more people scale with speed. Why do we get off of awful zero and get to something? And then all of a sudden it’s like it stops and it slows and we get that comfort and satisfaction. Why do you think so many people are so afraid to scale their business with speed?
Well, I think about the word decide and the word decide means to kill off. And I think people get to a point where they’re earning, at least this is what I see. They’re earning $250,000. They’re having a good life, the business, they have to work as much, but they just, they’re, they’re really scared to, to go from 4 million to 10 million because in their mind they think it requires a lot more effort and it’s going to require a lot more money and we’re going to have to hire more people. And I’m already having a problem managing these seven people I’ve got. Right. So, so it’s, it’s almost like they have this mindset that this is going to require so much more work. It’s only for the, you know, like what you’ve done with selling your companies and their mind. This is only for the lucky or the strong. It’s not me. I could never do that. I have a nice little business. I’m making a quarter of a million a year. Like why push this hard? So, that’s kind of what I see.
Well, the coach is interesting. I, uh, I’ve been recently in love with it, man. I’m coaching my boys football and uh, one thing Matt and I talk a lot about is if you’re coming to us and you don’t have, you know, you better have mindset before you get to us, but I’m finding through coaching young kids, like do a big piece of what you’re talking about is, is building that confidence. Yeah, dude. Yeah. You deserve it and you’re capable of it. Yes. We got to get your mind. Right. Right. So if you’re at 4 million and you’re trying to get to 30 million, you know, a lot of it, I think is lack of confidence, right? It’s like, you know, I never imagined I could get to 4 million and do that. That’s only for the lucky or the, the, the, the guy that’s smarter than me or the gal that’s smarter than me. So I think there’s a lack of, of, of confidence in somebody.
Well, you know, when I’m in town, one of the things I love doing is taking my eight year old daughter to school in the mornings and we play word games and I’ll give her a word and she gives me the definition. Yeah. And so the other day we were doing, you know, what does confidence mean? What does courage mean? What does resilience mean? What does money mean? What Emma, which was this whole thing. And she gave me her definition of what she thought all of these words mean. Right. And then she said to me, daddy, they don’t cover any of these words in school.
That’s all right. That’s a separate podcast.
Yeah. And I’m like, man, I’m paying a lot of money for that private education. But the point is, I think about this when it comes, I think about the small business owner that we’re sold on. If you get to a million of revenue, there’s only 4% of small businesses that ever get to a million of revenue, right. There’s 96% of small businesses. So we’re kind of, you know, we’re kind of taught that maybe when you get to a million, you’ve made it, you are in an elite. I remember going to a coaching program many years ago and you had to earn a hundred thousand dollars of personal income to get in. You had to show your tax returns, you know, blah, blah, blah. And I remember them telling us, you are in a very elite group of people. There’s only 12% of the population in the United States that ever will earn a hundred thousand dollars of personal income.
Okay. This was 10 years ago, right? Yeah. And I thought, man, we made it now to your point of stories coming back in my mind is that I was in a room once where there were people in this room earning a hundred thousand and people in this room earning a million. Right. And the teacher was going back and forth. He had scaled his coaching company to 25 million. Uh, he, he took off 200 days a year like that guy. So he worked 165 days a year. He, and, and when, when he took off, you couldn’t find him, he was off, you couldn’t talk to him. I even pulled his employees. And like, why would you call him? And they’re like, no, what if the building burns down? It’s like, there’s somebody else we call. So, he was doing it. What we’re talking about. He had built a business, a coaching business that had scaled up to 25 to 40 million.
He came in and coached. And so he kept going back and forth between the a hundred thousand dollar room and the million dollar room. And they, and they finally asked him, somebody in my little room, my $100,000 room, cause you know, eight, nine years ago, Verizon. And I said, dad, I got a question for you. What is the difference between the people in that room and the people in this room? And he laughed and he said, Oh, this is simple, man. He said, when I tell the people in that room to do something, they do it. When I tell the people in this room to do something, they’d give me 10 reasons for how it won’t work. And that’s why y’all are stuck at a hundred thousand and they’re making a million. And I think so when you think about scaling, I remember the first four or five years of my business.
When I went from being a high school basketball coach, coach, judge making at my peak, 60,000 a year to, in my very first coaching contract, it was like 150,000. Right? So in my mind, I’m like, and then a buddy of mine told me something one day, a good friend of mine. He said, you’re going to build something that one day you wake up and you absolutely hate. He said, you’re taking on all these coaching people. You’re coaching people all over the world. It’s growing like crazy and right. And one day you’re going to, and I was like, Oh man, this guy’s crazy. I would never hate coaching people. Like I’m a coach, man. And I rolled over one day and I told my wife, I said, God, I hate this business.
I remember you calling me. And I called you.
And, and, and, and uh, so it’s like, you know, you guys have been really inspirational to me because I’ve watched what you’ve done with the torch. And I’ve gone through iterations of that. I hadn’t gone through the whole thing, but it has inspired me in a lot of people. Uh, cause it takes guts. When I talk about Matt, I tell people, man, it takes guts to do what Manero did. And how many of you in the room want to design or redesign your business? And there’re so many people who go like I do, right? Like now, now there’s the problem. But then to your point, would you spend the money to learn how to do it? See that’s the hard part, but it doesn’t matter if a person’s spending, not me. I find that people have price kicks back at 997 bucks. They have prices kick back at what’d you spend $57 on yourself, what’d you? Right. So let’s go back to my daughter. We’re never taught in school. The best investment you can make many times is back in yourself. We see as an expense Americans see that as an expense. So if I say, Hey man, it’s 4,000 bucks to go to this thing here. Oh my God. $4,000. Like, yeah, but it’s going to show you, that’s going to change your life. It’s going to change your business. We got living proof of two guys. Who’s done it? And but, but still it’s a tough sale.
Well, I mean to unpack, we got, we have a self esteem issue, right? A I don’t believe that I’m worthy of bigger and more. We have a lack of structure, roadmap foundation where no one’s following a real believable roadmap. Right? Whether that’s a lack of good mentors that you can believe that what they tell you is what you should take action on because you did that by the other guy and it didn’t get you anywhere. Right. In fact, maybe it puts you backwards. But I think to add a third is there is this downright need for more ambition. Yeah. You know, I call it, you need more money, unbridled ambition. Yeah. You just have to freaking want it. And, and you know, the judge talks about it all the time, dude, there just comes a point where you have to win and you can, will the wind. Totally, absolutely. Right. Did you see that as a coach ? Oh yeah.
I had a player that scored 4,000 points for me when I was a basketball coach. And literally she would come to me and say, just, just give me the basketball. And she would score for the next eight straight possessions. She would find a way and the whole team would just write well. And I think, I think, you know, you’re, you’re kind of tapping into, you know, the new book I’m writing is called flip the switch and it’s on the activators of prey drive. And he loves that concept. How do you activate that ambition in a person? And I’ve seen it happen. I’ve seen it happen to my wife. Right? I’ve seen her pray drop, be activated. I’ve seen it happen in a lot of the people we’ve coached, but I saw Patrick bet David interviewing Tim Grover. Okay. And it was one of the best interviews I called Grover afterward.
I said, this is the best interview you’ve ever done with David. Because at the end they get into how many, you know, he wants to try on Grover’s ring and Grover says I have 30 13 range, one. He’s like, I got six with the Lakers. I got, excuse me, six with the bulls four with the Lakers and three with the Miami heat and Patrick bed. David asks him why, why push this hard? Why get this relentless? And his answer was for the personal satisfaction of knowing that man, you took it all the way. I mean, you were talking about it there. How many days you get, how many mornings you get to wake up, right? There’s a, there there’s some point you gotta, you gotta go pro man.
Well, look, you can visualize the tragedy that helps you flip the switch. Right? And I think people don’t don’t do that. They wait for the tragedy. That’s right. So, you know, and you need more money. It was the tragedy of my brother-in-law dying and watching what happens when a good guy, a hardworking guy just never got his money. Right. That’s right. And he thought he was going to go to the doctor and get a shot and go back to the grind. And in fact, he gets diagnosed with stage four cancer at 46, no health insurance, no life insurance and a hundred bucks in the bank, wife and four kids. Right. So you can visualize those, wake up calls if that’s of interest to you. So it goes back to me and we each have three different examples of how, why people aren’t scaling. But this concept of, for me of just this unbridled ambition, this desire that says, if that guy has it, I should get it. Yeah. So I’m doing this deal. I’m buying a Lake house. Right. It’s more expensive than I ever thought I’d ever spent on a Lake house. And as I’m looking through the listings, you know what I see, there’s an $11 million Lake house that just went under contract. And I’m like, what the fuck does that guy do?
But the question to the audience today is, do you ask that question or do you not even think it does it just, it’s not me. I’m saying to myself, what the hell does a guy do to drop 11 million on a damn Lake house? Yeah. Listen, possum kingdom. [inaudible] beach, possum kingdom Lake in Texas.
Well, I think, you know, to your point, I, a lot of people tell you not to compare. I think comparison is an activator prey drive because you can pair up. Yeah, right? Like you can pair up and you say, well, what’s that dude doing versus what I’m doing. And I just, I don’t see that ambition, Matt, like, like I think, I think we’re not tough enough. We don’t, we don’t have the emotional toughness to fight through, build the business. We don’t have the long obedience in the same direction, but at the same time, at some point you just take this thing as far as you can take it, man. Well, listen, I mean, it’s with anything. I mean, it’s, you know, do you want to be in shape? It’s a plan. Yep. Dude, you eat this, you work out, you don’t drink as much.
And guess what? If you execute it, that’s right. You’re going to be in shape in business is no different, seek the plan and the counsel. But, but this, this we’re talking about this desire to win people. Uh, I’m using my son, the example Mount, we talked about this earlier. Like he has all this potential and he’s a, you know, a, a tied in dude, he’s more focused on the win, the idea of it. But, but not necessarily yet understanding like, dude, I gotta put that work in. Yeah. To get there, you know? And, and I think that’s where people, they think they understand, they want the wind and they talk about it at cocktail parties and you know, someday I’ll get there and you know, man, I’m a win and that guy’s lucky dude, put the work in. Yeah. Want the freaking win and do whatever it takes to get it.
Yeah. So we have three concepts that could help you today. The first is get your head cheese, right. Work on the self esteem and think that you are worthy. The second is get more tactical, find yourself a roadmap, tap into some ambition. And I would add a fourth to it, which is that you have to have help. And you have to be like, listen, some people are meant to be on a team, right. Rather than they’re meant to play football and not tennis or golf. Right. Well, if that’s who you are and that’s your skill set and that’s what you need, then you gotta go find that team. Right. And what role are you on the team? And what role are you? You may execute. You don’t have to always look. I personally think I am a better vice president than I am president. Right.
I think I know that about myself. The downside is I don’t take orders. Well, right. So I kind of have to do the press. Right, right. I can’t really be told no. So I’m sort of forced, but I have to have a team to be motivated. I’m better at working with judges on a business than I am working on the business myself. Right. And so I think if there’s a fourth element for people, the first get your head, right. Second is, gets a damn strategy. Third is tapping into some real ambition and the fourth might be surrounding yourself with people that you can freaking trust and that you want to play on the field with. Your winning teams have to have a dynamic of teamwork. Yes. Right? Yes. And that would correct me if I’m wrong. Cause I don’t know. But would you say that was a requirement? The formula of the success had to be that they liked each other.
Yes. There had to be chemistry, chemistry, chem, there’s different. [inaudible] you know, and I wrote a small book on this many years ago called the intangibles and intangibles are things you can’t measure. Totally. Right? Like, like, like where does ambition show up on a profit and loss statement, but it’s on there. Where does this culture, where does chemistry show up? Where does this is something that an accountant doesn’t really understand? Where does instinct, where does prey drive show up? But you know, I was thinking about this. I was thinking about this for, you know, with your son and my daughter. We won’t, we don’t have a problem paying for our kids to get the best coaching they can get. We understand, we want our kids to have the best coaches, the best teacher, if they need individual instruction, we’ll pay for it. But then we become adults and we won’t pay for ourselves to have the best coaches. It’s like, if these two guys are the best coaches on scaling with speed and torching a business, then you need to look at it and go, okay, those two dudes are the best two dudes in the world at that.
Yeah. But meanwhile, none of us had parents who paid for private coaching. So I mean, ambition can come from, from, from that’s right from this chip, right. This, you know what I mean? I grew up in a, in a, in a nice section of Connecticut and I always felt like the poor kid and the underdog, right. Driving the shitty car, the kids were going to country clubs. I was caddying at the country club and I would see kids I’m in school with playing golf on Saturdays. I’m carrying two freaking heavy bags like that pisses you off. Or maybe it,
Some people, when it comes to praying, drive some people, it doesn’t piss them off. It actually causes them to contract even. So if you asked me what I’ve seen over the last, you know, six months, I’ve seen tough people get tougher and people get weaker. I’ve seen big, consistent people. I’ve seen big time. People get more creative, find ways to make money. I’ve seen a small time. People just continue to stay broke.
I’ve been seeing people then flip the switch.
Very very few people have I seen actually use the adversity as a way to flip the switch, to find another gear.
Yeah. The switch was either on or they’re off.
It was on. And it’s gone to a freakish level. Uh, because to me, this period has activated the prey drive in me, I guess the competition. Cause now I have a game to play some, a fight to win. You follow what I’m saying? Like, Oh, we can’t make money speaking. Oh, I’ll find a way to make that money. I’ll find a way to create another division. I’ll find a way to do it. So it’s actually been probably one of the best things that’s ever happened to my business. Just to be honest with you.
Yeah. Adversity creates opportunity. Well look, we jumped on for the quick podcast. All of us are making time for it. So coach, we appreciate you being in the studio with us for the scale of speed podcast. But I just, if, if, if there’s one thing that I think we’re all saying in the same way, is that what you want is entirely up to you and you should be okay with it, but you shouldn’t be so desensitized to the fact that bad shit happens to good people. And despite you being as good as you can be, it can still come at you. Absolutely. And that is the piece that still keeps me up at night. What’s coming around the corner that I don’t know about. And am I fully prepared for it? And that if nothing else is downright fear and I don’t think fears all that, but you don’t. So Jay Leno, uh, given an interview recently, he said, uh, he’s a, he, this his, he said, I’m a huge fan of low self esteem. He said, yes. I said, low self esteem keeps me up. By the way, I saw a documentary on Betty White. And she said, I hope the fear of me getting on stage even at 91 years old never goes away. It keeps me sharp. Yeah.
Yeah. It’s one of the greatest activators of prey drive is fear. I don’t think people are afraid of them, but to your point, uh, I operate by this rule and I think Lou Holtz said this, what takes years to build up? Can take seconds to tear down. Yeah.
It’s like a habit. It takes 22 days to create a habit. And it takes one day to be that right.
And the first time you don’t go and give you stuff permission. So, you know, now I own 50% of this gym in Tennessee and I said, and it’s really an experiment to see if I can make it go right. And during COVID and they’re eight people that were scheduled to be there yesterday to work out and they didn’t come. And so I told the head trainer, I said, every one of them needs to get a phone call. Where are you? Why don’t you commit it? And then you committed. Why didn’t you show up? Like we need, there needs to be a mechanism in place to call these people because they won’t come tomorrow. And once they don’t come two or three out, they ain’t coming back.
So, you know, I lost weight. I started to put some weight back on. I got rid of my trainer during COVID and I started going to this like, um, in our town, they call it the markets like the towns, why YMCA and I started doing the classes. They were all right out of the blue. My trainer who judges really well, sends me a, uh, uh, texts me an Instagram video of Cardone doing pull ups. Now he’s 61 or 62 he’s in, without question, the best shape of his life. Heavy muscle tone, still on the guy. And he bangs out like 15 pull-ups and I’m saying to myself, there has to be a chair, right? There is no way this guy is banging 15 hardcore pull-ups perfect form everything. Right. And by the way, you know, what you noticed in the video is you notice that like rep eight, when it started to get hard, he started to go slower.
He started to punish himself more at the end, which we know is just perfect. It was a mindset, right? That son of a gun knocked out 15, pull ups, hardcore legit. Pull-ups, no faking it. No manipulating the camera. And I called Dan back. I said, let’s start on Monday. Let’s go start right away. You, you have, you know, so, so I think it was to your point of you call it the, the, you need the accountability, which I guess would be a fifth piece of today is not only find the network of people that you care about and trust, and you can believe, but freaking get somebody to hold your assets.
Well, you could activate, like you could come here and you guys activate my drive to want to torch the business or redesign it. But, then what happens if it flickers? And then you get overheated and then you get distracted, which means to pull apart and then you, and then you never see it through to its conclusion. And then when there is enough pain in the middle of the night, I call you and say, man, I’m ready to torch the stances. It’s 12 o’clock, I’m calling you. I’m like, I hate this business. What do I need to do? They helped me torch it. It did tomorrow. I’ve got to come in and coach again. Right? So it’s not that I hate the business. I hate the structure of the business and it’s not a scalable business. So that’s what we’re working on. And that’s why people need to come to scale with speed is because there’s a lot of people watching this that have got good businesses. They liked the business. They like, but it’s not structured appropriately. And I remember Kiyosaki always saying a poorly designed business will always have to be redesigned at some point in the future.
That’s okay. Perfect. That’s exactly. I see. You know, I hate, I hate when I come up with an idea, but I realized somebody else had it first.
The thought is that sometimes businesses can just reach a certain level under the formula and then they have to be blown up. You have to burn that ship and you have to redesign it to go to the next level. And that takes freaking courage, man. Yeah. You know, and that’s that two 50 that says, do I really need to go to three 50? Right. Do I, is it really worth it? I’m here to tell you, you bet your assets. Cause it won’t be two 50 to three 50. It doesn’t move like that. It goes to 50 to five and then it goes five to a million. Right. And then at a million you start to recognize for the first time in your Holy shit it’s strategy. Right. It’s really not grind, hustle and more sweat. It’s actually strategic. That’s right. So yeah, if we could help you today, that would be awesome. Coach. Anything else that you want to talk about? Any other events or new product you want to,
I mean, I’m, I’m, I’m geared up for this flip, the switch, big boost. Hopefully that’ll be a, uh, uh, a national book. We feel like I get a major book deal on that. We’re working on that right now. Uh, and it is how to activate the prey drive in you and your team, which is what I’ve been doing for 28 years as a coach. But I’m doing a one day virtual bootcamp, the 29th of this month where I’m going to break down the entire selling system. Um, and, and just break down the whole system. Because a lot of people don’t have that selling system. We’re talking about a lot here. They got a product or service, but they don’t have the engine. And I’ll tell you who doesn’t have it: speakers and coaches, man, I can’t, I can’t tell you how many big time people that don’t even have millions of dollars on the table. They generate all this interest and they’ve got nobody calling. They got nobody following up, nobody pushing to something in the future. And that is one thing we have figured out, which is, which is how to build this machine behind the talent and just, just really, really work it to push to something in the future. So October 29th, I’m doing flip the switch and be like 57 bucks a full day with me. Okay, and, and I think it would be a great day, man.
Sounds awesome. Yeah. Wow. You’re doing that at the greatness factory. Beautiful. Alright, everybody judge, you won’t take us out. It always makes it happen. So y’all down the road.