1 00:00:00,000 --> 00:00:02,040 Tom Freiling: I think that's the biggest challenge for anybody who 2 00:00:02,040 --> 00:00:05,490 wants to be an entrepreneur today is, is keep up with the change. 3 00:00:05,580 --> 00:00:06,270 Dallas Burnett: Hey, everybody. 4 00:00:06,270 --> 00:00:08,040 We're talking to Tom f Fryling today. 5 00:00:08,040 --> 00:00:09,480 What an amazing guy. 6 00:00:09,480 --> 00:00:13,410 He is the chairman and CEO of the F Fryling Agency. 7 00:00:13,680 --> 00:00:17,250 He's a three time founder and a true pioneer who's on the forefront 8 00:00:17,250 --> 00:00:19,050 of hybrid publishing for leaders. 9 00:00:19,170 --> 00:00:23,970 He's got some incredible stories about scaling companies, selling companies, 10 00:00:24,120 --> 00:00:29,010 building platforms, and helping top CEOs and entrepreneurs and influencers turn 11 00:00:29,010 --> 00:00:31,875 their life's work into lasting influence. 12 00:00:32,515 --> 00:00:34,705 He is a great friend of mine. 13 00:00:34,705 --> 00:00:38,155 You don't want to miss this incredible conversation. 14 00:00:39,925 --> 00:00:42,445 Welcome to the last 10%. 15 00:00:42,835 --> 00:00:47,425 Your host, Dallas Burnett, dives into incredible conversations that 16 00:00:47,425 --> 00:00:49,525 will inspire you to finish well. 17 00:00:49,860 --> 00:00:52,025 And finish strong, strong. 18 00:00:52,650 --> 00:00:58,170 Listen as guests share their journeys and valuable advice on living in the last 10%. 19 00:00:58,650 --> 00:01:03,180 If you are a leader, a coach, a business owner, or someone looking to 20 00:01:03,180 --> 00:01:06,300 level up, you are in the right place. 21 00:01:06,330 --> 00:01:11,640 Remember, you can give 90% effort and make it a long way, but it's finding 22 00:01:11,640 --> 00:01:13,830 out how to unlock the last 10%. 23 00:01:14,145 --> 00:01:18,885 That makes all the difference in your life, your relationships, and your work. 24 00:01:19,635 --> 00:01:21,135 Now here's Dallas. 25 00:01:21,153 --> 00:01:21,707 Welcome,   📍 Welcome to the last 10%. 26 00:01:21,707 --> 00:01:21,793 Your host, Dallas Burnett, dives into incredible conversations 27 00:01:21,793 --> 00:01:21,923 that will inspire you to finish well and finish strong and strong. 28 00:01:21,923 --> 00:01:22,084 Listen, as guests share their journeys in valuable advice on living in the last 10%. 29 00:01:22,084 --> 00:01:22,159 If you are a leader, a coach. 30 00:01:22,159 --> 00:01:22,321 A business owner or someone looking to level up, you are in the right place. 31 00:01:22,321 --> 00:01:22,482 Remember, you can give 90% effort and make it a long way, but it's finding 32 00:01:22,482 --> 00:01:22,558 out how to unlock the last 10%. 33 00:01:22,558 --> 00:01:22,698 That makes all the difference in your life, your relationships, and your work. 34 00:01:22,698 --> 00:01:22,730 Now here's Dallas. 35 00:01:22,730 --> 00:01:22,762 Welcome, welcome, welcome. 36 00:01:22,762 --> 00:01:22,891 I am Dallas Burnett, sitting in my 1905 Koch Brothers barber chair. 37 00:01:22,891 --> 00:01:23,021 In Thrive Studios, but more importantly today, we have a great guest. 38 00:01:23,021 --> 00:01:23,085 He's the co-founder of Better Culture. 39 00:01:23,085 --> 00:01:23,214 He's a true champion of healthy, joyful workplace cultures, which, you know, 40 00:01:23,214 --> 00:01:23,311 we all want that here at the last 10%. 41 00:01:23,311 --> 00:01:23,354 And was it innovative? 42 00:01:23,354 --> 00:01:23,408 20 tenets of culture program. 43 00:01:23,408 --> 00:01:23,484 Brett's helping organizations empower employees and strengthen 44 00:01:23,484 --> 00:01:23,537 teams and create workplaces that. 45 00:01:23,537 --> 00:01:23,570 Feel your bucket. 46 00:01:23,570 --> 00:01:23,699 So I know that you guys are excited about this incredible conversation. 47 00:01:23,699 --> 00:01:24,243 Welcome to the show, Brett.welcome, welcome. 48 00:01:24,528 --> 00:01:26,724 I am Dallas Burnett, sitting   📍 Welcome to the last 10%. 49 00:01:26,724 --> 00:01:26,733 Your host, Dallas Burnett, dives into incredible conversations 50 00:01:26,733 --> 00:01:26,746 that will inspire you to finish well and finish strong and strong. 51 00:01:26,746 --> 00:01:26,762 Listen, as guests share their journeys in valuable advice on living in the last 10%. 52 00:01:26,762 --> 00:01:26,769 If you are a leader, a coach. 53 00:01:26,769 --> 00:01:26,785 A business owner or someone looking to level up, you are in the right place. 54 00:01:26,785 --> 00:01:26,801 Remember, you can give 90% effort and make it a long way, but it's finding 55 00:01:26,801 --> 00:01:26,809 out how to unlock the last 10%. 56 00:01:26,809 --> 00:01:26,823 That makes all the difference in your life, your relationships, and your work. 57 00:01:26,823 --> 00:01:26,826 Now here's Dallas. 58 00:01:26,826 --> 00:01:26,829 Welcome, welcome, welcome. 59 00:01:26,829 --> 00:01:26,842 I am Dallas Burnett, sitting in my 1905 Koch Brothers barber chair. 60 00:01:26,842 --> 00:01:26,855 In Thrive Studios, but more importantly today, we have a great guest. 61 00:01:26,855 --> 00:01:26,861 He's the co-founder of Better Culture. 62 00:01:26,861 --> 00:01:26,874 He's a true champion of healthy, joyful workplace cultures, which, you know, 63 00:01:26,874 --> 00:01:26,884 we all want that here at the last 10%. 64 00:01:26,884 --> 00:01:26,888 And was it innovative? 65 00:01:26,888 --> 00:01:26,893 20 tenets of culture program. 66 00:01:26,893 --> 00:01:26,901 Brett's helping organizations empower employees and strengthen 67 00:01:26,901 --> 00:01:26,906 teams and create workplaces that. 68 00:01:26,906 --> 00:01:26,909 Feel your bucket. 69 00:01:26,909 --> 00:01:26,922 So I know that you guys are excited about this incredible conversation. 70 00:01:26,922 --> 00:01:29,808 Welcome to the show, Brett.in my 1905 Koch Brothers barber chair. 71 00:01:30,448 --> 00:01:36,238 In Thrive Studios, but more importantly today, we have a great guest. 72 00:01:36,508 --> 00:01:40,078 He is the chairman and CEO of the Fryling Agency. 73 00:01:40,108 --> 00:01:44,848 He's a publishing powerhouse who's a Forbes Business Council member, 74 00:01:44,848 --> 00:01:48,868 an executive on the executive board at Fast Company Advisory Council 75 00:01:48,868 --> 00:01:50,213 for Harvard Business Review. 76 00:01:50,518 --> 00:01:52,288 He's on John Maxwell's leadership. 77 00:01:52,328 --> 00:01:54,308 Contributing writer for Entrepreneurial Magazine. 78 00:01:54,308 --> 00:01:54,728 Goodness. 79 00:01:54,728 --> 00:01:55,508 The list goes on. 80 00:01:55,508 --> 00:01:58,238 He is been on Fox and C-N-N-B-C and cspan. 81 00:01:58,478 --> 00:01:59,948 Whoa, my gosh. 82 00:01:59,948 --> 00:02:00,308 I didn't know. 83 00:02:00,308 --> 00:02:01,208 you were this famous. 84 00:02:01,208 --> 00:02:01,718 Tom. 85 00:02:01,718 --> 00:02:03,398 Welcome to the show, Tom Fryling. 86 00:02:03,788 --> 00:02:04,448 Tom Freiling: Thank you. 87 00:02:04,628 --> 00:02:06,668 That makes me tired even listening to all. 88 00:02:10,448 --> 00:02:13,358 Dallas Burnett: You've been, you've been a man with many talents and you've been all. 89 00:02:13,358 --> 00:02:17,888 over, so I gotta tell the listeners, so I, I know you, we've known each 90 00:02:17,888 --> 00:02:19,718 other for several years now because. 91 00:02:20,068 --> 00:02:21,808 This is even the bigger surprise. 92 00:02:21,808 --> 00:02:25,228 This is the big reveal Tom and his filing agency are is the 93 00:02:25,228 --> 00:02:27,628 company that published Lyft. 94 00:02:27,658 --> 00:02:32,848 So my second book Lyft was published when we have collaborated and have worked 95 00:02:32,848 --> 00:02:34,638 together, on different things ever since. 96 00:02:34,638 --> 00:02:37,278 And so we've just kind of kept in contact over the years and 97 00:02:37,278 --> 00:02:38,358 that was such a fun project. 98 00:02:38,358 --> 00:02:40,458 So, man, welcome to the show, Tom. 99 00:02:41,023 --> 00:02:41,443 Tom Freiling: Definitely. 100 00:02:41,443 --> 00:02:44,263 In fact, I've got a copy of your book right here on my desk. 101 00:02:44,298 --> 00:02:44,568 Dallas Burnett: Oh. 102 00:02:45,133 --> 00:02:47,323 Tom Freiling: It's dropping up my laptop right now. 103 00:02:48,133 --> 00:02:51,283 I'm not gonna remove it because it'll, but 104 00:02:51,408 --> 00:02:51,588 Dallas Burnett: good. 105 00:02:52,633 --> 00:02:54,538 Tom Freiling: throw Is that three, three years ago? 106 00:02:54,538 --> 00:02:54,778 Maybe 107 00:02:54,858 --> 00:02:55,608 Dallas Burnett: Yeah. 108 00:02:55,698 --> 00:02:56,118 Yeah. 109 00:02:56,118 --> 00:02:57,648 Three years ago, something like that. 110 00:02:57,648 --> 00:02:57,888 Yeah. 111 00:02:57,888 --> 00:03:00,348 I think it took us a while, so we might've been working on it Four 112 00:03:00,348 --> 00:03:02,958 years ago, but was that, I think it's been out few, two or three years. 113 00:03:02,958 --> 00:03:03,348 so yeah. 114 00:03:03,588 --> 00:03:04,488 That's a great project. 115 00:03:04,518 --> 00:03:05,658 It was really fun to work with. 116 00:03:06,018 --> 00:03:09,948 So let's, let's talk about this because tell us your story a little bit, because 117 00:03:10,008 --> 00:03:13,308 you have, you've been a real entrepreneur. 118 00:03:13,693 --> 00:03:16,033 and done some amazing things in an industry. 119 00:03:16,033 --> 00:03:19,573 I love how your story has kind of gone because it's not like 120 00:03:19,573 --> 00:03:21,313 you've just started one company. 121 00:03:21,643 --> 00:03:26,053 You kind of operated in this space and leaned on some of your expertise 122 00:03:26,053 --> 00:03:29,653 and navigated through multiple companies that you've started up. 123 00:03:29,653 --> 00:03:33,283 Some you've sold actually multiple companies you've had exits on and sold. 124 00:03:33,493 --> 00:03:37,323 And so just, just give everybody kinda your background and, and, kind of how 125 00:03:37,323 --> 00:03:38,368 you got to doing what you're doing. 126 00:03:38,978 --> 00:03:39,128 Tom Freiling: Yeah. 127 00:03:39,188 --> 00:03:39,608 Okay. 128 00:03:40,058 --> 00:03:44,558 Well, you know, I've been publishing books for like 30 years, more than 30 years. 129 00:03:44,558 --> 00:03:46,388 It's virtually all I have ever done is. 130 00:03:47,458 --> 00:03:47,908 books. 131 00:03:48,318 --> 00:03:52,088 not as an entrepreneur or on my own for that entire time. 132 00:03:52,328 --> 00:03:56,238 Really for the first 10 years, I was not, I worked for other publishing 133 00:03:56,238 --> 00:04:02,658 companies and then right around 1999, 2000, I launched out on my own. 134 00:04:02,718 --> 00:04:06,078 I never liked much working for other people. 135 00:04:06,078 --> 00:04:10,413 I was always kind of a. I had this wild, independent spirit about me. 136 00:04:10,413 --> 00:04:17,173 So, um, I discovered, or I guess, didn't discover, but saw a new technology 137 00:04:17,173 --> 00:04:20,363 that allowed books to be printed, in small quantities very quickly. 138 00:04:20,393 --> 00:04:22,043 Print on demand technology. 139 00:04:22,463 --> 00:04:26,723 I learned about this in 1999 and, left my job, left my full-time job, 140 00:04:26,723 --> 00:04:28,613 launched into starting my own company. 141 00:04:29,508 --> 00:04:30,498 that technology. 142 00:04:30,498 --> 00:04:33,018 And that's what I have been doing ever since, 143 00:04:33,358 --> 00:04:33,578 Dallas Burnett: Wow. 144 00:04:33,708 --> 00:04:35,268 Tom Freiling: in a variety of different ways. 145 00:04:35,268 --> 00:04:40,008 with different companies that I was, uh, owner of a part of starting or founding. 146 00:04:40,368 --> 00:04:41,788 And, it's been a journey, man. 147 00:04:41,788 --> 00:04:42,688 It's been a real journey. 148 00:04:43,143 --> 00:04:43,743 Dallas Burnett: Yeah. 149 00:04:43,788 --> 00:04:44,883 I, I, That's awesome. 150 00:04:44,943 --> 00:04:45,723 That's really good. 151 00:04:45,913 --> 00:04:48,283 what I'm very interested to kind of talk a little bit about is your 152 00:04:48,283 --> 00:04:49,483 experiences as it relates to startup. 153 00:04:49,483 --> 00:04:52,513 'cause one of the things that you do and, and we're both, I would 154 00:04:52,513 --> 00:04:54,418 consider both of us entrepreneurs. 155 00:04:54,418 --> 00:04:56,743 I also though I, I am. 156 00:04:57,563 --> 00:05:00,923 I would consider you a very talented, there's entrepreneurs 157 00:05:00,923 --> 00:05:02,273 at different stages, right? 158 00:05:02,273 --> 00:05:05,793 It's not just, there's some that are really good at startups, some that are 159 00:05:05,793 --> 00:05:10,083 good at scale, some that are good at whatever, but it's a turnaround, whatever. 160 00:05:10,083 --> 00:05:12,363 But I see you as an entrepreneur that is. 161 00:05:12,818 --> 00:05:18,578 Particularly, you just have a really uncanny ability to start things in markets 162 00:05:18,578 --> 00:05:22,598 that just have this quick need and you can just, you come out the gate so fast. 163 00:05:22,928 --> 00:05:28,058 And so tell us kind of how, how that has, I don't know, your experience 164 00:05:28,058 --> 00:05:31,148 with startups 'cause you've started at least, I mean, I don't know, 165 00:05:31,148 --> 00:05:32,858 like set multiple companies. 166 00:05:32,858 --> 00:05:36,668 So is there, do you have a way or is it just kind of intuition? 167 00:05:36,698 --> 00:05:38,108 How do you go through that? 168 00:05:38,933 --> 00:05:40,343 Tom Freiling: That's a great, that's a great question. 169 00:05:40,443 --> 00:05:42,873 I don't think I have a way, and at least I've not been 170 00:05:42,873 --> 00:05:44,583 able to identify the way yet. 171 00:05:45,828 --> 00:05:46,908 Methodology. 172 00:05:47,218 --> 00:05:51,568 I think every entrepreneur is different in what they bring to the table. 173 00:05:51,928 --> 00:05:54,988 You know, I've, I have been unable to really identify what makes a 174 00:05:54,988 --> 00:05:57,178 good entrepreneur, even though I've been one for many years. 175 00:05:57,178 --> 00:06:01,978 I've known a ton of them, and I've never been able to find a common, a commonality 176 00:06:01,978 --> 00:06:05,698 or a common theme that, predicts what would make a good entrepreneur. 177 00:06:05,698 --> 00:06:07,318 Man, they come from all walks of life. 178 00:06:07,318 --> 00:06:09,688 They all have different approaches and such. 179 00:06:09,938 --> 00:06:14,868 I think that I have a. I call it intuition, but I think I have a 180 00:06:14,868 --> 00:06:19,968 good knack for looking around the next corner, I think I understand 181 00:06:19,968 --> 00:06:21,138 what's coming around the next corner. 182 00:06:21,318 --> 00:06:23,598 I don't, I'm not a good long-term planner at all. 183 00:06:23,598 --> 00:06:25,788 I don't even do long-term planning anymore. 184 00:06:26,748 --> 00:06:27,508 You quit years ago. 185 00:06:28,588 --> 00:06:30,153 'cause it never, it never worked anyway. 186 00:06:30,153 --> 00:06:32,193 It never happened the way I thought it was gonna happen, 187 00:06:32,613 --> 00:06:33,033 Dallas Burnett: Yeah. 188 00:06:33,393 --> 00:06:33,873 Tom Freiling: gave it up. 189 00:06:33,873 --> 00:06:38,583 So what I try to do is just peer around the next corner and understand 190 00:06:38,583 --> 00:06:43,293 what's coming down the pike next, and then move toward that and leverage 191 00:06:43,293 --> 00:06:44,433 that to the best of my ability. 192 00:06:44,433 --> 00:06:47,793 And then look around the next corner, and then the next corner, and then the next 193 00:06:48,013 --> 00:06:48,093 Dallas Burnett: Hmm. 194 00:06:48,240 --> 00:06:49,740 Tom Freiling: I would say that's my method now. 195 00:06:50,550 --> 00:06:54,085 know how I do that, man, I don't know what the answer to that question is. 196 00:06:54,085 --> 00:06:57,285 I don't, I have been in the same industry for a long time, so when you're 197 00:06:57,285 --> 00:07:01,635 in the same industry for a long time, I think that's helpful because you 198 00:07:01,745 --> 00:07:01,965 Dallas Burnett: Yeah. 199 00:07:02,205 --> 00:07:04,875 Tom Freiling: a lot of things that other people are just not gonna understand, 200 00:07:04,980 --> 00:07:06,240 Dallas Burnett: Right, right. 201 00:07:06,245 --> 00:07:06,475 Yeah. 202 00:07:06,480 --> 00:07:09,090 Tom Freiling: so I think that gives me an advantage today, as long as 203 00:07:09,090 --> 00:07:10,710 I stay in the publishing industry. 204 00:07:10,710 --> 00:07:15,180 Now, I've veered outside of publishing more than once, and my success was varied. 205 00:07:15,510 --> 00:07:19,500 I wasn't, you know, didn't find as much success outside of 206 00:07:19,500 --> 00:07:21,690 publishing Then inside publishing. 207 00:07:22,230 --> 00:07:24,360 Dallas Burnett: What do you think of the biggest challenges right now? 208 00:07:24,360 --> 00:07:26,980 If I'm an entrepreneur and I'm wanting to go out. 209 00:07:26,980 --> 00:07:28,450 Let's say I'm where you were. 210 00:07:28,820 --> 00:07:30,620 you're talking to the Tom right? 211 00:07:30,620 --> 00:07:32,870 After that first 10 years you've worked for somebody 212 00:07:33,140 --> 00:07:35,060 and you're about to say, Okay. 213 00:07:35,060 --> 00:07:36,170 I'm gonna start this. 214 00:07:36,260 --> 00:07:38,930 I'm jumping out on my own, going to do my own thing. 215 00:07:39,320 --> 00:07:42,165 Maybe I've picked a specialty, an industry, an area of 216 00:07:42,165 --> 00:07:43,475 expertise that I've developed. 217 00:07:43,875 --> 00:07:44,875 I'm, launching. 218 00:07:45,205 --> 00:07:48,405 What, advice would you give to somebody that's about to take that leap? 219 00:07:50,100 --> 00:07:54,240 Tom Freiling: Well, things change are changing very quickly these days. 220 00:07:54,290 --> 00:07:55,880 Things are changing faster than ever. 221 00:07:56,120 --> 00:07:58,670 So I think that's the biggest challenge for anybody who wants 222 00:07:58,670 --> 00:08:01,800 to be an entrepreneur today is, keep up with the change. 223 00:08:02,540 --> 00:08:05,790 20 years ago, 25 years ago, and I launched out on my own, the change. 224 00:08:06,565 --> 00:08:09,565 it was changed, but not nearly at the pace it is today. 225 00:08:09,655 --> 00:08:13,205 So I think that's a challenge, to stay, to keep pace with the 226 00:08:13,205 --> 00:08:14,895 change, and stay ahead of it. 227 00:08:14,945 --> 00:08:17,755 and I, and to predict what's going to happen next, I think 228 00:08:17,755 --> 00:08:19,345 is very challenging today, 229 00:08:20,915 --> 00:08:22,165 more, than ever actually. 230 00:08:22,165 --> 00:08:25,485 So I think that's the biggest change is, being able to predict 231 00:08:25,485 --> 00:08:26,355 what's coming down the pike. 232 00:08:26,355 --> 00:08:28,635 'cause as an entrepreneur you have to, to some degree. 233 00:08:29,175 --> 00:08:29,535 Dallas Burnett: yeah, 234 00:08:29,580 --> 00:08:32,430 Tom Freiling: predict that there's also so much competition 235 00:08:32,430 --> 00:08:34,050 today and whatever you do, 236 00:08:34,605 --> 00:08:34,995 Dallas Burnett: yeah. 237 00:08:35,070 --> 00:08:37,280 Tom Freiling: of competition because it's not that hard to 238 00:08:37,280 --> 00:08:39,050 go out on your own anymore, 239 00:08:39,605 --> 00:08:40,055 Dallas Burnett: right? 240 00:08:40,400 --> 00:08:42,500 Tom Freiling: ago, it was a lot harder than it is today. 241 00:08:42,920 --> 00:08:46,760 So how do you differentiate yourself from everybody else? 242 00:08:46,910 --> 00:08:50,240 How do you move at the pace you need to move to stay ahead of everybody else? 243 00:08:50,540 --> 00:08:51,140 Dallas Burnett: Yeah. 244 00:08:51,230 --> 00:08:51,290 A 245 00:08:51,500 --> 00:08:51,710 Tom Freiling: S. 246 00:08:51,980 --> 00:08:52,910 Dallas Burnett: hundred percent I think. 247 00:08:52,910 --> 00:08:56,900 I think it's like, it's the, this kind of a double-edged sword because on one 248 00:08:56,900 --> 00:09:01,740 side this change, opens up opportunities that didn't exist 20 years ago. 249 00:09:01,740 --> 00:09:02,010 Right? 250 00:09:02,010 --> 00:09:04,710 We, you know, we're talking about AI and all these things that are, that 251 00:09:04,710 --> 00:09:07,620 these are opportunities that we have in front of us that just didn't exist. 252 00:09:07,980 --> 00:09:10,290 But on the flip side, it's knowing how. 253 00:09:10,625 --> 00:09:12,125 There's gonna be winners and losers, right? 254 00:09:12,125 --> 00:09:14,915 There's gonna be some people that pick that corner around the right corner. 255 00:09:14,915 --> 00:09:17,825 It's a good, it's a good pick, and they win, and there's gonna be some losers. 256 00:09:17,825 --> 00:09:18,815 So it's like a double-edged sword. 257 00:09:18,815 --> 00:09:22,755 You've got multiple, paths of opportunity that you might have success, but 258 00:09:22,755 --> 00:09:25,145 there could be some that, that could, you know, you go around and get 259 00:09:25,145 --> 00:09:26,375 squashed, you know, from the corner. 260 00:09:26,375 --> 00:09:29,625 So it's just, yeah, I think that's a good council for, for young, 261 00:09:29,655 --> 00:09:31,305 entrepreneurs entering into the. 262 00:09:31,415 --> 00:09:33,035 Fray of, of things. 263 00:09:33,380 --> 00:09:36,665 I, I would love to hear too, 'cause this is, we talk a lot about coaching, 264 00:09:36,665 --> 00:09:38,405 we talk a lot about leadership. 265 00:09:38,405 --> 00:09:40,085 We talk a lot about personal development. 266 00:09:40,575 --> 00:09:43,905 when you started your first company, when you came out the gate, you built that 267 00:09:43,905 --> 00:09:47,685 team and ultimately several years later, sold that company to a public company. 268 00:09:47,715 --> 00:09:49,785 And that's a, that's a huge accomplishment. 269 00:09:50,895 --> 00:09:54,345 When you were first starting building that team, did you have 270 00:09:54,345 --> 00:09:56,595 any kind of, Rhyme or reason? 271 00:09:56,595 --> 00:10:00,105 Did you have any kinda strategy or like, feels like what kind of people that you 272 00:10:00,105 --> 00:10:04,575 wanted to create and build that, that fresh first team with, or people you 273 00:10:04,575 --> 00:10:08,235 were, who, who you wanted on the bus, who you knew you didn't want on the bus? 274 00:10:08,485 --> 00:10:11,665 what types of people were, how did you build that team successfully? 275 00:10:11,750 --> 00:10:15,350 Tom Freiling: I was fortunate then to have, I was able to hire a lot of 276 00:10:15,350 --> 00:10:17,840 people I already knew, which was great. 277 00:10:18,005 --> 00:10:18,065 Dallas Burnett: Hmm. 278 00:10:18,110 --> 00:10:20,900 Tom Freiling: So a lot of my first hires were people I had worked. 279 00:10:21,305 --> 00:10:22,975 With, at a previous company. 280 00:10:23,935 --> 00:10:27,615 so there was a lot of trust and familiarity already built in to that. 281 00:10:27,835 --> 00:10:30,595 and I think that's the reason, part of the reason why I was able to build it 282 00:10:30,595 --> 00:10:32,755 quickly is because we all knew each other. 283 00:10:32,755 --> 00:10:34,345 We'd worked with each other before. 284 00:10:34,625 --> 00:10:37,475 there wasn't a, like a huge, a giant learning curve in terms 285 00:10:37,475 --> 00:10:38,765 of getting to know each other. 286 00:10:39,335 --> 00:10:39,625 Dallas Burnett: Okay. 287 00:10:39,795 --> 00:10:41,590 Tom Freiling: that, that made a really big difference. 288 00:10:41,600 --> 00:10:44,390 and at the time I didn't know that, to be honest with you. 289 00:10:44,780 --> 00:10:49,400 I did not realize that until later when I worked on some other businesses where 290 00:10:49,400 --> 00:10:51,410 I brought in people I didn't know. 291 00:10:52,130 --> 00:10:53,360 realized it was a lot different. 292 00:10:53,640 --> 00:10:54,720 Dallas Burnett: that's a really good strategy. 293 00:10:54,720 --> 00:10:57,750 I mean, I've never really thought about that, but if you, you know it, there's 294 00:10:57,750 --> 00:11:00,330 just one less thing you have to figure out as an entrepreneur when you're going and 295 00:11:00,330 --> 00:11:04,020 you're starting something new and there's just so many problems to solve, right? 296 00:11:04,020 --> 00:11:05,010 You're setting up all the. 297 00:11:05,195 --> 00:11:07,595 Systems and processes and getting everything going. 298 00:11:07,835 --> 00:11:10,265 You're trying to find those customers and trying to get in front of 299 00:11:10,265 --> 00:11:11,855 all these, all these problems. 300 00:11:12,095 --> 00:11:15,155 But if you pick people in a team, if you can, and are fortunate enough, like 301 00:11:15,155 --> 00:11:18,155 what you did to pick people that you already know, then it's kinda like, 302 00:11:18,155 --> 00:11:20,345 well, that's one less problem that I have to solve because we already, 303 00:11:20,435 --> 00:11:21,575 I know what their capabilities are. 304 00:11:21,575 --> 00:11:22,505 I know what their skillset is. 305 00:11:22,505 --> 00:11:23,885 I know, I know how we interact. 306 00:11:23,885 --> 00:11:24,845 I know we get along. 307 00:11:25,265 --> 00:11:28,205 That's just one less problem that you gotta solve when it's really critical 308 00:11:28,205 --> 00:11:29,735 in the early stages of a, of a company. 309 00:11:29,735 --> 00:11:31,055 So that's, that's really cool. 310 00:11:31,115 --> 00:11:31,865 That's really cool. 311 00:11:32,255 --> 00:11:35,005 So I would love to hear, You know, as you've gone through, 312 00:11:35,055 --> 00:11:38,805 you've had this process, you've grown, the company, you exited. 313 00:11:39,105 --> 00:11:40,815 What was the hardest thing for you? 314 00:11:40,815 --> 00:11:43,855 Because we've got some business leaders that may be at the end of their 315 00:11:43,855 --> 00:11:47,065 journey, and they're, they're looking to exit, whether they're, you know, 316 00:11:47,125 --> 00:11:49,375 they've done a startup and they're looking to exit or they've worked in 317 00:11:49,375 --> 00:11:52,285 a company their entire, entire career. 318 00:11:52,795 --> 00:11:55,525 What advice would you give them as you went through that 319 00:11:55,525 --> 00:11:57,055 exit process the first time? 320 00:11:57,395 --> 00:12:00,185 what are some of the challenges that you experienced going through 321 00:12:00,215 --> 00:12:05,045 that, and what advice would you give to, founders that are exiting 322 00:12:05,045 --> 00:12:06,605 their first, their first business? 323 00:12:06,905 --> 00:12:08,135 Tom Freiling: that's a good question. 324 00:12:08,135 --> 00:12:11,245 I would say, first of all, and this isn't really a direct answer to your 325 00:12:11,245 --> 00:12:15,275 question, but, I don't think it's wise when you're, when you own a business, 326 00:12:15,275 --> 00:12:18,875 to think about the exit too much until you're getting close to wanting to exit. 327 00:12:19,265 --> 00:12:23,055 So I think if you're always thinking about your exit strategy, 328 00:12:23,325 --> 00:12:24,555 you're gonna run your business. 329 00:12:24,900 --> 00:12:27,570 Differently and, than if you weren't. 330 00:12:27,570 --> 00:12:30,560 And I don't think it's always wise to be thinking about your exit until you're 331 00:12:30,735 --> 00:12:31,025 Dallas Burnett: Okay. 332 00:12:31,730 --> 00:12:32,090 Tom Freiling: that point. 333 00:12:32,525 --> 00:12:32,815 Dallas Burnett: Yeah. 334 00:12:33,020 --> 00:12:36,840 Tom Freiling: and I hear this a lot in my early days, people didn't talk about their 335 00:12:36,840 --> 00:12:38,850 exit strategy as much as they do today. 336 00:12:38,850 --> 00:12:42,750 Today people are talking about their thinking about their exit strategy. 337 00:12:43,140 --> 00:12:45,330 Even as they're founding their company, they're already 338 00:12:45,555 --> 00:12:45,975 Dallas Burnett: Oh, 339 00:12:45,990 --> 00:12:46,380 Tom Freiling: and think about 340 00:12:46,425 --> 00:12:47,085 Dallas Burnett: a hundred percent. 341 00:12:47,265 --> 00:12:49,245 That's a big topic in entrepreneurial circle. 342 00:12:49,245 --> 00:12:52,425 I mean, like with Entrepreneur Magazine, as you know, I mean this is like, 343 00:12:52,425 --> 00:12:54,045 you know, begin with the end in mind. 344 00:12:54,045 --> 00:12:57,075 So you have to, you have to have everything developed about, you know, 345 00:12:57,105 --> 00:12:59,835 where are you gonna be at in terms of your revenue, where are you gonna be at in 346 00:12:59,835 --> 00:13:01,245 trying, what's your partnership look like? 347 00:13:01,245 --> 00:13:02,145 What's your staff gonna look? 348 00:13:02,755 --> 00:13:06,115 I do find that, like, I get what they're saying 'cause the idea 349 00:13:06,115 --> 00:13:10,135 of this kind of planning and, and like, you know, that is important. 350 00:13:10,465 --> 00:13:14,095 But on the flip side, how many businesses, I mean the number so 351 00:13:14,365 --> 00:13:17,995 funny, it's like the, the number of businesses that never make it. 352 00:13:17,995 --> 00:13:20,905 to the point where they actually would is so high. 353 00:13:21,435 --> 00:13:21,705 Tom Freiling: Most, 354 00:13:22,525 --> 00:13:24,505 Dallas Burnett: So it's kind of like, it is kind of like, hey, you just, 355 00:13:24,505 --> 00:13:26,425 need to worry about like zero to one. 356 00:13:26,425 --> 00:13:28,465 Let's get to that and then, then we can talk about that later. 357 00:13:28,465 --> 00:13:29,755 So yeah, I think that's interesting. 358 00:13:29,755 --> 00:13:30,235 That's good. 359 00:13:30,240 --> 00:13:30,480 Tom Freiling: you 360 00:13:30,565 --> 00:13:31,555 Dallas Burnett: That's good perspective. 361 00:13:32,190 --> 00:13:33,720 Tom Freiling: you gotta run a good business. 362 00:13:33,780 --> 00:13:34,680 that's the bottom line. 363 00:13:34,680 --> 00:13:36,270 And if you run a good business. 364 00:13:36,765 --> 00:13:41,415 That grows and is profitable, there will eventually be an exit strategy. 365 00:13:41,415 --> 00:13:43,005 it will make itself known. 366 00:13:43,005 --> 00:13:47,115 And I did not intend to sell the company that I started, my first company. 367 00:13:47,295 --> 00:13:48,465 I didn't intend to sell it. 368 00:13:48,835 --> 00:13:53,215 it really wasn't something I thought about until it became obvious to 369 00:13:53,215 --> 00:13:55,495 me that somebody wanted to buy it. 370 00:13:55,555 --> 00:13:57,025 And, it was a good company. 371 00:13:57,030 --> 00:13:59,665 It was a strong company and I was ready to sell. 372 00:13:59,665 --> 00:14:02,415 But it wasn't something I thought about, along, along the way. 373 00:14:02,730 --> 00:14:04,440 Dallas Burnett: You hadn't planned that from the beginning. 374 00:14:04,440 --> 00:14:07,080 It wasn't like, I'm just doing this so that I can sell out to this. 375 00:14:07,080 --> 00:14:07,410 Yeah. 376 00:14:07,500 --> 00:14:07,830 Yeah. 377 00:14:07,950 --> 00:14:08,700 That's interesting. 378 00:14:09,000 --> 00:14:12,120 So as you went through that process, do you have, when you look back and think 379 00:14:12,120 --> 00:14:15,990 on that, what are some things that you were like, that went really well, or 380 00:14:16,050 --> 00:14:18,600 some things that you were like, I would do that, would do that differently? 381 00:14:18,600 --> 00:14:20,670 Or If I had it to go over, I would do something differently. 382 00:14:21,175 --> 00:14:24,625 Tom Freiling: so in my case, when I sold the company, I continued to run the. 383 00:14:25,795 --> 00:14:28,915 I continued to run it for the company that bought my company. 384 00:14:29,275 --> 00:14:30,475 So that was a little different. 385 00:14:30,475 --> 00:14:33,595 It's not always like that, you know, and that can be challenging in and of itself. 386 00:14:33,625 --> 00:14:36,685 'cause that was my baby and then I sold it, and now somebody 387 00:14:36,685 --> 00:14:38,365 else was in charge technically. 388 00:14:38,605 --> 00:14:41,425 So that came with, all sorts of unique challenges. 389 00:14:41,425 --> 00:14:44,525 And I, but I think every situation is different, as far as that goes. 390 00:14:44,585 --> 00:14:45,005 Dallas Burnett: Mm-hmm. 391 00:14:45,310 --> 00:14:47,410 Tom Freiling: you know, in, in my case, it was all good. 392 00:14:47,410 --> 00:14:50,100 the company that bought my company, they were great to work with, you 393 00:14:50,100 --> 00:14:54,000 know, no complaints and such, but they had about 2000 employees. 394 00:14:54,000 --> 00:14:58,740 So there were many layers of decision makers above me, and I was used to being 395 00:14:58,740 --> 00:15:01,050 able to just make a decision, you know, 396 00:15:01,295 --> 00:15:01,625 Dallas Burnett: yeah. 397 00:15:01,710 --> 00:15:02,605 Tom Freiling: make the decision. 398 00:15:03,055 --> 00:15:04,465 So it was different. 399 00:15:04,615 --> 00:15:07,495 And then there were a lot of other people involved in making decisions, 400 00:15:07,495 --> 00:15:09,355 and so things moved a lot slower. 401 00:15:09,905 --> 00:15:13,115 And I didn't, I wasn't accustomed to that, so that, that was hard, hard 402 00:15:13,115 --> 00:15:14,715 for me to adjust to and get used to. 403 00:15:14,715 --> 00:15:18,105 And I think that's the case for anybody who sells their company to a large 404 00:15:18,105 --> 00:15:20,265 company and continues to work there. 405 00:15:20,385 --> 00:15:21,945 A lot of things are gonna change. 406 00:15:22,005 --> 00:15:22,425 And 407 00:15:22,770 --> 00:15:23,070 Dallas Burnett: Yeah. 408 00:15:23,145 --> 00:15:25,425 Tom Freiling: have a boss that, you know, then I, when I sold 409 00:15:25,425 --> 00:15:26,685 the company, I had a boss. 410 00:15:26,745 --> 00:15:27,015 That's a 411 00:15:27,150 --> 00:15:28,680 Dallas Burnett: Mm. Yeah. 412 00:15:28,740 --> 00:15:29,130 Right. 413 00:15:29,355 --> 00:15:31,485 Tom Freiling: So it, in my case, I was really lucky. 414 00:15:31,485 --> 00:15:34,755 it was a great experience and, uh, you know, no, I had no complaints, 415 00:15:34,875 --> 00:15:39,635 but, but it was a completely different landscape after the transaction occurs. 416 00:15:40,625 --> 00:15:42,635 Dallas Burnett: Yeah, that's, I think that's a really good point. 417 00:15:42,635 --> 00:15:46,265 And I think that most people, it's, it's almost like, when they say you, 418 00:15:46,265 --> 00:15:49,200 you, you, you don't just marry your spouse, you marry their family too. 419 00:15:49,320 --> 00:15:49,620 Right. 420 00:15:49,620 --> 00:15:51,840 You know, so it's like you're not just selling the business. 421 00:15:51,840 --> 00:15:54,090 You're, you're married in, especially if you're, if you're in 422 00:15:54,090 --> 00:15:56,760 it, you're, it's not like you're just selling your business now. 423 00:15:56,760 --> 00:15:58,440 Your business is a part of their business. 424 00:15:58,470 --> 00:16:00,600 You get all of that business as well. 425 00:16:00,600 --> 00:16:03,840 So if you decide to stay, I think that's really good advice that if you 426 00:16:03,840 --> 00:16:06,390 decide to stay on, you've got to really. 427 00:16:07,500 --> 00:16:10,800 You really wanna get to know the type of company, the size of the company, 428 00:16:10,800 --> 00:16:12,390 how, how's this gonna work together? 429 00:16:12,540 --> 00:16:13,980 I think there could be a lot of frustration. 430 00:16:14,060 --> 00:16:16,880 like you kind of put it, if the complete dynamic change, you're used to 431 00:16:16,880 --> 00:16:19,640 making quick decisions as the founder, let's go, let's get things done. 432 00:16:19,700 --> 00:16:25,400 moves to large corporation, multilayer politics, the whole deal. 433 00:16:25,680 --> 00:16:27,150 and, and you have to navigate that. 434 00:16:27,150 --> 00:16:27,990 So you gotta be ready for that. 435 00:16:27,990 --> 00:16:29,530 So I think that's, I think that's really good. 436 00:16:29,860 --> 00:16:31,960 Well, I wanna talk a little bit about, 'cause you've been writing, 437 00:16:31,960 --> 00:16:35,290 I mean the, the list of people that you've collaborated with. 438 00:16:35,800 --> 00:16:37,000 Is amazing. 439 00:16:37,090 --> 00:16:39,880 I mean, you've worked with, I mean, what are the, some of the, you've 440 00:16:39,880 --> 00:16:44,110 worked with celebrities, CEOs, you know, government officials, 441 00:16:44,153 --> 00:16:46,468 Tom Freiling: Well, you know, sometimes I'm under an NDA 442 00:16:46,468 --> 00:16:47,678 and can't disclose the who. 443 00:16:47,678 --> 00:16:52,118 But I've worked with NNBA players, US Senators. 444 00:16:52,733 --> 00:16:55,253 Grammy award winning artists, journalists. 445 00:16:55,283 --> 00:16:56,153 I mean, you name it. 446 00:16:56,153 --> 00:16:57,263 I've been doing this a long time. 447 00:16:57,263 --> 00:17:01,013 I've worked with a wide variety of individuals, either as their writer, 448 00:17:01,013 --> 00:17:05,313 their ghost writer, collaborator as their publisher, or in another way. 449 00:17:05,313 --> 00:17:07,893 So that's a, that's one of the great things about being in publishing, 450 00:17:08,823 --> 00:17:12,183 in publishing, is you get to meet a lot of amazing people along the way. 451 00:17:12,183 --> 00:17:13,443 And I've been blessed in that way. 452 00:17:14,343 --> 00:17:15,123 Dallas Burnett: That's amazing. 453 00:17:15,123 --> 00:17:18,723 I mean, I know your network is incredible because of that, and I know you can't 454 00:17:18,723 --> 00:17:22,683 share some of the names of, of the folks, but I mean, I, I think that our listeners 455 00:17:22,683 --> 00:17:26,283 will enjoy your perspective on this because one of the things that you are 456 00:17:26,283 --> 00:17:29,583 a really an expert at is the idea of. 457 00:17:29,783 --> 00:17:33,413 Telling your story because you've had the opportunity to work 458 00:17:33,413 --> 00:17:35,423 with some incredible people. 459 00:17:35,723 --> 00:17:40,283 What are, what are some insights, I say good insights, good and bad, that 460 00:17:40,333 --> 00:17:45,283 you, you've experienced that as you've worked with these just amazing people. 461 00:17:45,283 --> 00:17:50,323 What are some insights you would say, this is what, this is what people do. 462 00:17:50,353 --> 00:17:53,473 really usually well, telling their story, and this is what people. 463 00:17:53,528 --> 00:17:56,468 I kind of screw up on a lot of times that, Jones, do you have any 464 00:17:56,468 --> 00:17:57,758 insights for our listeners on that? 465 00:17:58,433 --> 00:17:58,913 Tom Freiling: I do. 466 00:17:58,923 --> 00:18:04,683 I think that, oftentimes authors when they start a project, either, whether 467 00:18:04,683 --> 00:18:07,143 they're, whether or not they're writing it themselves or they're working with 468 00:18:07,143 --> 00:18:11,793 another writer, a ghost writer or whatnot, they, tend to want to overshare. 469 00:18:11,813 --> 00:18:13,068 they want to say a lot. 470 00:18:13,068 --> 00:18:13,698 They wanna share. 471 00:18:14,298 --> 00:18:17,568 Their whole story, and usually it's too much of their story. 472 00:18:18,598 --> 00:18:20,338 I did some research on this the other day. 473 00:18:20,368 --> 00:18:27,978 On any given day, you speak and you hear, you listen to between 40 and 60,000 words. 474 00:18:28,308 --> 00:18:28,428 Okay? 475 00:18:28,428 --> 00:18:31,638 That's where on any given day today, tomorrow, that's how 476 00:18:31,668 --> 00:18:32,778 many words you're gonna say. 477 00:18:32,778 --> 00:18:33,738 And here, okay. 478 00:18:34,188 --> 00:18:36,408 That is a length of a, of an average book. 479 00:18:37,278 --> 00:18:37,848 So 480 00:18:38,223 --> 00:18:39,068 Dallas Burnett: That's amazing. 481 00:18:39,438 --> 00:18:39,648 Tom Freiling: could 482 00:18:39,698 --> 00:18:40,268 Dallas Burnett: That's amazing. 483 00:18:40,308 --> 00:18:42,798 Tom Freiling: book about one single day of your life. 484 00:18:42,798 --> 00:18:47,303 And I believe any other, maybe not every day, some days are more exciting than 485 00:18:47,303 --> 00:18:49,563 others or in other ways, more pivotal. 486 00:18:49,803 --> 00:18:52,983 But I know I could write a single book about one day of my life. 487 00:18:52,983 --> 00:18:54,003 You could probably do the same. 488 00:18:54,273 --> 00:18:57,933 So when you sit down to write a book about your whole life 489 00:18:58,203 --> 00:19:00,183 or maybe decades of your life. 490 00:19:01,138 --> 00:19:03,118 the one, the big thing you gotta do is you gotta figure 491 00:19:03,118 --> 00:19:04,978 out what not to put in the book. 492 00:19:05,038 --> 00:19:10,138 'cause 99, 9% of what you've experienced there will not be space for, in your book. 493 00:19:10,588 --> 00:19:11,218 Your book would 494 00:19:11,358 --> 00:19:11,578 Dallas Burnett: Wow. 495 00:19:11,668 --> 00:19:13,858 Tom Freiling: 10,000 pages if you told the whole story. 496 00:19:13,908 --> 00:19:17,118 So that's really that when it comes down to it, like that's the rub is 497 00:19:17,118 --> 00:19:20,418 like you gotta decide what you're gonna tell and what you're not gonna tell. 498 00:19:20,598 --> 00:19:22,938 And usually authors won't tell too much of their story. 499 00:19:23,718 --> 00:19:25,938 Even the most fascinating of us. 500 00:19:26,178 --> 00:19:30,798 At some point, your story gets a little boring when you start to tell everybody 501 00:19:30,798 --> 00:19:34,728 what, you know, what grandma fed you for breakfast when you were six years old. 502 00:19:34,728 --> 00:19:34,818 Right? 503 00:19:36,163 --> 00:19:38,673 Stuff that think is interesting. 504 00:19:39,213 --> 00:19:39,843 Dallas Burnett: Right. 505 00:19:40,023 --> 00:19:41,673 Tom Freiling: reader does not think is interesting. 506 00:19:41,673 --> 00:19:45,048 it's like somebody wanting to show you their vacation, their home, you 507 00:19:45,048 --> 00:19:47,058 know, uh, vacation movie or something. 508 00:19:47,298 --> 00:19:47,898 Dallas Burnett: yeah. 509 00:19:47,988 --> 00:19:49,868 Tom Freiling: You think it's really interesting, but you don't. 510 00:19:49,868 --> 00:19:51,218 So it's the same with books. 511 00:19:51,218 --> 00:19:55,148 and it's a process of figuring out what to tell and what not to tell. 512 00:19:55,568 --> 00:19:59,178 And and also you don't want to just tell the story. 513 00:20:00,243 --> 00:20:03,573 maybe if you're super famous, if you're Matthew McConaughey. 514 00:20:03,633 --> 00:20:08,183 Yeah, we wanna know as much about him as we can, right? 515 00:20:08,423 --> 00:20:11,453 Because he is super famous guy and his book sold extremely well. 516 00:20:11,633 --> 00:20:15,593 People wanna know about him, but most of us are not at that level. 517 00:20:15,863 --> 00:20:20,123 So you wanna tell the stuff that's the most interesting, the most 518 00:20:20,123 --> 00:20:24,623 compelling, and, not share to the point where the reader's just 519 00:20:24,623 --> 00:20:25,738 shaking his head and he doesn't care. 520 00:20:26,868 --> 00:20:28,188 Dallas Burnett: I think that's so important. 521 00:20:28,188 --> 00:20:32,598 And I think for when I think about our personal, whether we're, we're writing 522 00:20:32,598 --> 00:20:36,438 a book, and I think that's definitely my, in my experience, it's definitely, 523 00:20:36,438 --> 00:20:40,758 and even last time in our collaboration, I remember you telling me it's like, 524 00:20:41,388 --> 00:20:43,548 we're not short for material here, man. 525 00:20:43,548 --> 00:20:47,748 we, you know, you've sent me a lot of material and it's like, yeah, I just 526 00:20:47,748 --> 00:20:49,038 wanted to make sure you have it all. 527 00:20:49,038 --> 00:20:49,578 But then. 528 00:20:49,923 --> 00:20:53,313 When we went back through it and just refined and refined it, the really, 529 00:20:53,313 --> 00:20:58,083 the work was in, was what, what to take away and, and really what to keep. 530 00:20:58,203 --> 00:21:00,633 It wasn't, it wasn't, do we have enough and what are we saying? 531 00:21:00,633 --> 00:21:02,403 It's like literally like, what are we cutting out? 532 00:21:02,433 --> 00:21:03,273 'cause it was just so much. 533 00:21:03,273 --> 00:21:06,393 And so I think as a leader though, when I'm thinking about leading an 534 00:21:06,393 --> 00:21:09,213 organization, when I'm thinking about leading a team, I think it's so important. 535 00:21:09,213 --> 00:21:12,243 Like when you said that we're hearing almost a book. 536 00:21:12,563 --> 00:21:13,253 Every day. 537 00:21:13,253 --> 00:21:16,493 This is the words that we're, they're speaking or being spoken to us. 538 00:21:17,063 --> 00:21:21,423 I think there's such an easy We can get fooled into thinking that people care more 539 00:21:21,423 --> 00:21:25,517 about what we think than, than we, we, you know, that we think, they think care. 540 00:21:25,517 --> 00:21:27,527 They care more than we, than they actually do. 541 00:21:27,887 --> 00:21:29,627 So, like, they don't, they don't care essentially. 542 00:21:29,627 --> 00:21:30,167 They don't care. 543 00:21:30,167 --> 00:21:32,717 as much about what we are saying as we do, and they don't think 544 00:21:32,717 --> 00:21:34,217 we're near as interesting as we do. 545 00:21:34,217 --> 00:21:34,547 Right. 546 00:21:34,547 --> 00:21:38,377 so just, so I think that it's almost like what, when we're sharing, I think that's, 547 00:21:38,377 --> 00:21:40,837 again, even more important to leaders. 548 00:21:41,202 --> 00:21:45,852 To really dial in those critical things like your mission, 549 00:21:45,912 --> 00:21:47,652 your vision, your values. 550 00:21:48,397 --> 00:21:51,907 Because if I'm gonna speak, it would be more valuable on 551 00:21:51,907 --> 00:21:54,547 the daily, if I'm saying less. 552 00:21:54,697 --> 00:21:58,627 But what I'm saying is consistent because they're hearing 40,000 words 553 00:21:58,627 --> 00:22:00,997 a day or speaking 40,000 words a day. 554 00:22:00,997 --> 00:22:02,317 It's, it is cons. 555 00:22:02,347 --> 00:22:06,487 It's just this stream of consciousness and they're having to pick out the most 556 00:22:06,487 --> 00:22:08,167 important elements out of that day. 557 00:22:08,317 --> 00:22:11,917 So as a leader, if I'm guiding someone, if I'm coaching someone. 558 00:22:12,577 --> 00:22:17,317 It would be better if I took the most valuable elements into what the, just 559 00:22:17,317 --> 00:22:22,027 absolutely the fundamental, so if I'm, if I'm the CEO of a company, I'm 560 00:22:22,027 --> 00:22:25,297 going to be sharing the most important aspects of our mission, vision, 561 00:22:25,297 --> 00:22:28,297 values, and how whatever it is I'm talking about relates to those things. 562 00:22:28,852 --> 00:22:32,542 Consistently every day, I'm gonna beat that drum every day because I've 563 00:22:32,542 --> 00:22:34,102 gotta cut through those 40,000 words. 564 00:22:34,102 --> 00:22:37,762 If I'm coaching someone, then I don't, I don't want to, I don't wanna get 565 00:22:37,762 --> 00:22:39,142 into all the peripheral stuff yet. 566 00:22:39,142 --> 00:22:39,472 It's easy. 567 00:22:39,472 --> 00:22:41,872 We can talk about, you know, the life, the family, the kids, the 568 00:22:41,872 --> 00:22:43,312 work, the, all these other things. 569 00:22:43,582 --> 00:22:45,802 But what is that one thing? 570 00:22:46,302 --> 00:22:47,502 We don't need to miss that. 571 00:22:47,502 --> 00:22:48,582 We're gonna come back to it. 572 00:22:48,582 --> 00:22:51,972 I'm gonna constantly be bringing that person back to this one thing. 573 00:22:51,972 --> 00:22:53,622 What are we gonna commit to over the next 30 days? 574 00:22:53,772 --> 00:22:55,632 What are we gonna commit to over the next 30 days? 575 00:22:55,692 --> 00:22:57,222 How you doing on your 30 day commitment? 576 00:22:57,372 --> 00:22:58,092 How you doing your threat? 577 00:22:58,092 --> 00:22:59,592 So I'm just constantly bringing it back. 578 00:22:59,592 --> 00:23:01,872 So I think what you're saying is not just important for books. 579 00:23:02,082 --> 00:23:05,457 I think it's, totally applicable across all, all leadership in, 580 00:23:05,617 --> 00:23:07,057 in organizations and in teams. 581 00:23:07,182 --> 00:23:10,132 So, I think that's really important, really important. 582 00:23:10,285 --> 00:23:12,535 Tom Freiling: there, there's some, there are some business books, for 583 00:23:12,535 --> 00:23:16,735 example, or business authors who never, ever share anything about themselves 584 00:23:16,735 --> 00:23:20,695 or their own story in their book, and they're hugely popular books. 585 00:23:20,725 --> 00:23:23,725 Um, I mean, off the top of my head, I'm a Malcolm Gladwell fan. 586 00:23:23,725 --> 00:23:24,595 I love his books. 587 00:23:24,980 --> 00:23:25,220 Dallas Burnett: Yeah. 588 00:23:25,225 --> 00:23:27,175 Tom Freiling: I don't, to be honest with you, I don't really, 589 00:23:27,225 --> 00:23:29,745 I don't know if he ever shares anything about himself in his books. 590 00:23:29,745 --> 00:23:30,045 Right. 591 00:23:30,905 --> 00:23:33,455 he's talking about other people, not about himself. 592 00:23:33,545 --> 00:23:37,325 So that's a path you can take, either, whether you're writing a book or in any 593 00:23:37,325 --> 00:23:40,085 other way, sharing what you have learned. 594 00:23:40,515 --> 00:23:41,775 Is to not talk about yourself. 595 00:23:41,775 --> 00:23:44,085 And I think sometimes there's value in doing that. 596 00:23:44,525 --> 00:23:47,075 on the other hand, there are some authors who share a ton about 597 00:23:47,075 --> 00:23:50,075 themselves, and it's also valuable because they've learned a lot. 598 00:23:50,075 --> 00:23:53,505 So I think you have to decide, probably on the front end of it, 599 00:23:53,505 --> 00:23:56,475 at least if you're writing a book, which direction you're gonna take. 600 00:23:56,475 --> 00:24:00,015 Is this gonna be mostly about me and my stories and experiences, 601 00:24:00,015 --> 00:24:03,645 or is it gonna be, is not, is it gonna be not that at all. 602 00:24:03,955 --> 00:24:05,725 I think the number one question. 603 00:24:06,955 --> 00:24:10,165 the question that would help, that helps the most when you're writing 604 00:24:10,165 --> 00:24:15,325 your story as you're writing it, is to constantly ask yourself, who cares? 605 00:24:15,565 --> 00:24:16,165 Who cares? 606 00:24:16,165 --> 00:24:16,495 Who cares? 607 00:24:18,290 --> 00:24:19,105 Dallas Burnett: That's great. 608 00:24:19,350 --> 00:24:20,090 Tom Freiling: Who cares? 609 00:24:20,965 --> 00:24:21,205 Yeah. 610 00:24:21,445 --> 00:24:22,105 Dallas Burnett: really good. 611 00:24:22,735 --> 00:24:25,345 Tom Freiling: to admit at the very, at the very beginning of the process to 612 00:24:25,345 --> 00:24:27,355 admit yourself that nobody does care. 613 00:24:27,595 --> 00:24:28,345 They truly don't care. 614 00:24:28,555 --> 00:24:32,005 So once you admit that to yourself and to the reader, your book's 615 00:24:32,005 --> 00:24:33,505 gonna be a lot better when you 616 00:24:33,580 --> 00:24:35,470 Dallas Burnett: Mm mm 617 00:24:35,800 --> 00:24:38,680 Tom Freiling: the same when you're communicating with your team, right? 618 00:24:39,070 --> 00:24:39,550 Dallas Burnett: Yeah. 619 00:24:39,610 --> 00:24:42,670 Tom Freiling: you're gonna have a staff meeting, you wouldn't think 620 00:24:42,670 --> 00:24:46,660 to spend most of your staff meeting communicating about your day. 621 00:24:47,050 --> 00:24:47,470 Right. 622 00:24:47,710 --> 00:24:47,830 And 623 00:24:48,160 --> 00:24:48,430 Dallas Burnett: Yeah. 624 00:24:48,430 --> 00:24:50,530 Tom Freiling: been in meetings like that where leaders did do that, 625 00:24:51,130 --> 00:24:51,400 Dallas Burnett: Oh. 626 00:24:51,520 --> 00:24:52,030 Tom Freiling: I'm sure you have to. 627 00:24:52,600 --> 00:24:54,160 Dallas Burnett: Oh, recently actually. 628 00:24:54,160 --> 00:24:54,490 Yeah. 629 00:24:54,520 --> 00:24:58,270 Yeah, a hundred percent man was at a summit, a leadership summit, and 630 00:24:58,270 --> 00:25:02,470 the speaker stands up and just goes off about just random stuff, and I'm 631 00:25:02,470 --> 00:25:03,940 sitting there like scratching my head. 632 00:25:03,940 --> 00:25:05,140 I was like, oh my God. 633 00:25:05,140 --> 00:25:05,920 Nobody cares. 634 00:25:05,920 --> 00:25:06,640 Nobody cares. 635 00:25:07,150 --> 00:25:07,270 Tom Freiling: You 636 00:25:07,510 --> 00:25:07,810 Dallas Burnett: Yeah. 637 00:25:08,950 --> 00:25:10,810 Tom Freiling: about what people care about, whether you're 638 00:25:10,810 --> 00:25:12,100 writing or doing anything else. 639 00:25:12,100 --> 00:25:15,820 and the best books, the best authors, that's what they do. 640 00:25:15,860 --> 00:25:17,455 they write about what people care about. 641 00:25:18,965 --> 00:25:20,735 Dallas Burnett: I think that's a great point, and that's 642 00:25:20,735 --> 00:25:22,025 tapping into that market. 643 00:25:22,025 --> 00:25:24,665 So you're thinking about your book, like, you know, as we get into this, 644 00:25:24,695 --> 00:25:25,895 'cause I, I wanna talk about books. 645 00:25:25,925 --> 00:25:28,115 'cause obviously this is your, this is a field that you're. 646 00:25:28,765 --> 00:25:33,240 Very much a huge expert in, have massive amount of experience 647 00:25:33,240 --> 00:25:34,680 and, and credibility in it. 648 00:25:34,690 --> 00:25:39,280 when we think about that, I, I do think that so many people that decide, I think 649 00:25:39,285 --> 00:25:42,650 I, I think I'm wanna write a book and you might be an, an owner of a business. 650 00:25:42,920 --> 00:25:44,810 You might be a manager, a leader, a coach. 651 00:25:44,810 --> 00:25:46,520 You might be a consultant, it doesn't matter. 652 00:25:46,700 --> 00:25:49,520 There's a lot of people out there that want to, to. 653 00:25:49,985 --> 00:25:52,355 Write books for different reasons, but if you're thinking about. 654 00:25:52,355 --> 00:25:55,475 writing a book, I think that who, I think that's a huge question. 655 00:25:55,475 --> 00:25:56,135 Who cares? 656 00:25:56,315 --> 00:25:58,565 Because ultimately it, it's doing two things. 657 00:25:58,565 --> 00:26:01,265 Number one is forcing you to, to determine. 658 00:26:01,725 --> 00:26:06,465 Who actually really cares, like this content has got to serve someone. 659 00:26:07,035 --> 00:26:08,385 You know, it's gotta serve someone. 660 00:26:08,385 --> 00:26:10,845 So is it helping people understand something? 661 00:26:10,845 --> 00:26:12,255 Is it educational resource? 662 00:26:12,255 --> 00:26:13,875 Is it helping people inspire? 663 00:26:13,875 --> 00:26:18,435 Is it helping people, you know, solve a problem they haven't been able to solve? 664 00:26:18,435 --> 00:26:19,035 Like what? 665 00:26:19,115 --> 00:26:20,015 What is it? 666 00:26:20,015 --> 00:26:23,225 What's the reason for its being and that who cares is great. 667 00:26:23,225 --> 00:26:27,185 And then on the flip side, it's that humility side. 668 00:26:27,185 --> 00:26:30,215 The other side of that coin, like it's the humility decides like, 669 00:26:30,725 --> 00:26:33,365 you know what, nobody really cares about this as much as I do. 670 00:26:33,365 --> 00:26:37,355 Like I actually care about this, but my level of care is like a 10 and everybody 671 00:26:37,355 --> 00:26:39,545 else is gonna be at like a two or a three. 672 00:26:39,815 --> 00:26:41,580 And so having that, it just. 673 00:26:42,095 --> 00:26:43,985 It just helps you with perspective. 674 00:26:44,195 --> 00:26:46,145 So I think one is from a marketing perspective, 675 00:26:46,205 --> 00:26:47,435 approaching it like a business. 676 00:26:47,435 --> 00:26:50,195 And the other side is really from a humility perspective, saying, look, 677 00:26:50,615 --> 00:26:54,605 you know, a lot of what I'm putting in this, it might be as much or more 678 00:26:54,605 --> 00:26:57,725 for me, or what parts are more for me than it's for somebody else Who cares? 679 00:26:57,785 --> 00:26:58,295 Who cares? 680 00:26:58,325 --> 00:27:00,185 And so I think that's really good advice. 681 00:27:00,515 --> 00:27:02,975 I I, I would love for you to talk a little bit about, 'cause I think 682 00:27:02,975 --> 00:27:06,525 some of our listeners might be interested in, in, publishing and the 683 00:27:06,525 --> 00:27:08,245 different ways that people, you know. 684 00:27:08,815 --> 00:27:12,755 There's a million different re reasons that people publish books, but, from 685 00:27:12,755 --> 00:27:19,785 your perspective, you know, for business leaders, for entrepreneurs, for managers 686 00:27:19,785 --> 00:27:23,925 and coaches, consultants, these are people that listen to the last 10%, chew this up. 687 00:27:24,345 --> 00:27:26,145 Why would, why would they want to? 688 00:27:26,145 --> 00:27:30,405 Why is it, why is it a good idea in 20, you know, 26 to 689 00:27:30,435 --> 00:27:31,875 decide, Hey, you know what? 690 00:27:31,935 --> 00:27:33,015 I think I got something to say. 691 00:27:33,075 --> 00:27:33,735 I'm gonna write a book. 692 00:27:33,765 --> 00:27:34,520 Why is that a good idea? 693 00:27:34,922 --> 00:27:37,922 Tom Freiling: a book has always been and will always be, in my 694 00:27:37,922 --> 00:27:42,092 opinion, the best way to, to expand your influence, establish 695 00:27:42,092 --> 00:27:43,952 your authority, your credibility. 696 00:27:44,717 --> 00:27:45,737 There is no better way. 697 00:27:46,047 --> 00:27:48,657 I sometimes people will say, well, Tom, there's a lot of 698 00:27:48,657 --> 00:27:49,767 books being published these days. 699 00:27:49,767 --> 00:27:51,327 It seems like everybody's publishing a book. 700 00:27:51,537 --> 00:27:52,317 It's actually not true. 701 00:27:52,317 --> 00:27:56,307 It's less, less than 1% of us will ever write and publish a book. 702 00:27:56,752 --> 00:27:57,632 Dallas Burnett: I did not know that. 703 00:27:57,807 --> 00:27:58,287 Really? 704 00:27:58,287 --> 00:28:02,337 1%. Oh my gosh, less than 1%. 705 00:28:02,502 --> 00:28:03,822 Tom Freiling: there's a lot of other things you can do. 706 00:28:03,822 --> 00:28:06,102 You can host podcasts, you can write blogs. 707 00:28:06,102 --> 00:28:08,172 There's a lot of ton of stuff, and that's all helpful. 708 00:28:08,652 --> 00:28:13,162 But none of it has the authority that, that a book has. 709 00:28:13,222 --> 00:28:16,687 And I believe it, none of it has the longevity that a book has either. 710 00:28:16,927 --> 00:28:17,947 I mean, a book is eternal. 711 00:28:17,947 --> 00:28:22,267 I was a, I was in a bookstore this weekend and there it was like a antique 712 00:28:22,267 --> 00:28:26,467 shop, rare bookshop, and there's books in there from a hundred years ago. 713 00:28:26,512 --> 00:28:31,862 150 years ago, and I marveled at that and it's like the, these were, these are 714 00:28:31,862 --> 00:28:36,692 permanent and the people who wrote these books still alive in those books, right? 715 00:28:36,782 --> 00:28:36,842 In 716 00:28:36,857 --> 00:28:37,457 Dallas Burnett: that's amazing. 717 00:28:37,562 --> 00:28:38,402 Tom Freiling: people that are alive. 718 00:28:39,122 --> 00:28:42,182 and this is a fact, when you go back through history, the only 719 00:28:42,182 --> 00:28:44,102 rea reason we remember anybody. 720 00:28:45,017 --> 00:28:49,187 history is because they either wrote a book or a book was written about them. 721 00:28:49,657 --> 00:28:50,197 Dallas Burnett: That's true. 722 00:28:50,357 --> 00:28:55,107 Tom Freiling: books written about, Moses, we would not know who Moses was or is. 723 00:28:55,317 --> 00:28:55,897 Dallas Burnett: That's right. 724 00:28:56,447 --> 00:28:56,737 Yeah. 725 00:28:56,787 --> 00:28:57,117 Tom Freiling: because. 726 00:28:57,597 --> 00:28:58,677 A book was written about him. 727 00:28:59,187 --> 00:28:59,477 Dallas Burnett: Yeah, 728 00:28:59,607 --> 00:29:01,462 Tom Freiling: I mean, at really at this level. 729 00:29:01,462 --> 00:29:03,862 Even a, Matthew, mark, Luke, and John, right? 730 00:29:03,902 --> 00:29:05,312 Dallas Burnett: yeah, yeah, yeah, 731 00:29:05,512 --> 00:29:07,972 Tom Freiling: had written those books, we would not know who Jesus was. 732 00:29:07,972 --> 00:29:08,122 No 733 00:29:08,292 --> 00:29:09,152 Dallas Burnett: that's that's true. 734 00:29:09,262 --> 00:29:09,592 Tom Freiling: the book. 735 00:29:09,892 --> 00:29:10,522 It was only the book. 736 00:29:10,572 --> 00:29:12,642 so I'm biased 'cause I'm a book publisher, but I 737 00:29:12,677 --> 00:29:12,967 Dallas Burnett: Yeah. 738 00:29:13,902 --> 00:29:17,772 Tom Freiling: it is the only way that, that you're gonna cement your legacy 739 00:29:17,802 --> 00:29:20,262 and we all put authors on a pedestal. 740 00:29:20,892 --> 00:29:21,282 Dallas Burnett: Yeah. 741 00:29:21,717 --> 00:29:24,537 Tom Freiling: And so it, when you write and publish your book, you 742 00:29:24,537 --> 00:29:26,097 are, then you're on a pedestal 743 00:29:26,742 --> 00:29:27,072 Dallas Burnett: Yeah. 744 00:29:27,160 --> 00:29:28,925 Tom Freiling: be respected for that. 745 00:29:29,085 --> 00:29:30,975 I believe more than anything else you can do. 746 00:29:31,510 --> 00:29:34,035 Dallas Burnett: It is so funny that you say that because my first book, 747 00:29:34,165 --> 00:29:38,815 which I probably did a worst job, bless my editors, bless my editor on that. 748 00:29:38,815 --> 00:29:41,155 So Maria, if you're listening, I'm so sorry. 749 00:29:41,245 --> 00:29:44,155 But, the first book, whenever you look back on books, you're just like, Ooh. 750 00:29:44,545 --> 00:29:49,135 But I had put, I did the exact mistake you said, put too much in and bless her heart. 751 00:29:49,135 --> 00:29:50,245 She helped me, you know. 752 00:29:50,330 --> 00:29:53,780 Cut out a lot of what didn't need to be there, which I, at the beginning 753 00:29:53,780 --> 00:29:54,860 was like, oh no, this is good. 754 00:29:54,860 --> 00:29:56,930 And then at the end I'm like, why did I even put what I put in there? 755 00:29:56,930 --> 00:29:57,710 That's still too much. 756 00:29:57,710 --> 00:30:01,230 So, but anyway, that, that book move, which is actually right behind me on 757 00:30:01,230 --> 00:30:05,310 the shelf right there, when I, after it came out, it got handed to somebody. 758 00:30:05,310 --> 00:30:09,330 It was a friend of a friend that passed it over and ultimately, like 30 days after it 759 00:30:09,330 --> 00:30:11,760 came out, somebody at the Pentagon got it. 760 00:30:12,405 --> 00:30:14,925 Don't ask me how that happened, but that happened. 761 00:30:14,925 --> 00:30:16,905 This was my crazy book story. 762 00:30:17,415 --> 00:30:21,195 And they called me and I literally got a call on my cell phone. 763 00:30:21,345 --> 00:30:23,850 It's like, you know, Pentagon, I can't remember what the number was. 764 00:30:23,850 --> 00:30:26,205 Like I said something like the Pentagon or US Agency or whatever. 765 00:30:26,205 --> 00:30:27,765 I was like, what the heck? 766 00:30:28,005 --> 00:30:30,015 So I answered the phone, I'm like, hello? 767 00:30:30,075 --> 00:30:31,635 They're like, well, this is so and so at the Pentagon. 768 00:30:31,635 --> 00:30:32,535 I'm like, nah, really? 769 00:30:32,565 --> 00:30:33,105 Like what? 770 00:30:33,105 --> 00:30:34,125 What is this a scam? 771 00:30:34,125 --> 00:30:34,275 You? 772 00:30:34,275 --> 00:30:37,175 You're about to sell me some, You know, real estate or something, and 773 00:30:37,175 --> 00:30:40,865 in, you know, out in Utah or Arizona, no, this is really the Pentagon. 774 00:30:41,075 --> 00:30:42,815 We want you to come up and talk on your book. 775 00:30:42,875 --> 00:30:44,705 I was like, well, what? 776 00:30:45,185 --> 00:30:47,315 So anyway, to your point, that book lasts. 777 00:30:47,315 --> 00:30:51,935 When I went up there and, and, and did a workshop on the book, they, 778 00:30:52,085 --> 00:30:53,405 they said, do you have a copy? 779 00:30:54,125 --> 00:30:55,205 And I was like, yeah. 780 00:30:55,205 --> 00:30:57,155 I brought several copies, said, well, could we have one? 781 00:30:57,155 --> 00:30:59,345 We're gonna put it in the, the library here at the Pentagon. 782 00:31:00,185 --> 00:31:00,935 And I was like, 783 00:31:01,205 --> 00:31:01,425 Tom Freiling: Wow. 784 00:31:01,625 --> 00:31:02,315 Dallas Burnett: man. 785 00:31:02,740 --> 00:31:03,760 I will do that. 786 00:31:03,790 --> 00:31:04,810 Here's a copy. 787 00:31:04,870 --> 00:31:08,380 I'll even sign it and you can put it in the library at the Pentagon. 788 00:31:08,380 --> 00:31:11,770 So I've got a copy of my book in the library that now I have no 789 00:31:11,770 --> 00:31:15,430 idea and will have no way of ever knowing if anybody in the Pentagon 790 00:31:15,430 --> 00:31:16,840 ever checks that out moving forward. 791 00:31:17,050 --> 00:31:18,655 But that book is in the library. 792 00:31:19,315 --> 00:31:20,155 At the Pentagon. 793 00:31:20,155 --> 00:31:24,405 And so the other day, yeah, the other day, when I was, when I was, I was out, I was 794 00:31:24,405 --> 00:31:26,415 working a table at this, other conference. 795 00:31:26,415 --> 00:31:27,525 I was helping a friend out. 796 00:31:27,525 --> 00:31:30,355 They wanted me to, help a, you know, had some speakers coming in. 797 00:31:30,355 --> 00:31:33,745 I was standing outside this table for them and they came out and I 798 00:31:33,775 --> 00:31:37,465 guy, I haven't seen, I haven't seen this guy in probably at least 10 799 00:31:37,465 --> 00:31:39,055 years, you know, at least 10 years. 800 00:31:39,055 --> 00:31:39,565 Hadn't seen him. 801 00:31:40,045 --> 00:31:42,745 Great guy, great business mentor of mine. 802 00:31:42,895 --> 00:31:46,285 Maybe we'll have him on the show, but he comes up to me, Dallas, man. 803 00:31:46,285 --> 00:31:46,945 Good to see you. 804 00:31:47,275 --> 00:31:48,085 Hey man. 805 00:31:48,415 --> 00:31:51,115 I just recommended your book this past week to a guy I mentor. 806 00:31:51,115 --> 00:31:51,895 I'm like, what? 807 00:31:52,375 --> 00:31:54,265 I haven't even talked to you in 10 years. 808 00:31:54,595 --> 00:31:56,695 He's like, yeah, I heard a podcast that you had on. 809 00:31:56,905 --> 00:32:00,205 And then I, I realized I'm working with this guy on delegation, so I told him you 810 00:32:00,205 --> 00:32:01,765 needed to check out your delegation book. 811 00:32:01,765 --> 00:32:02,665 And I recommended him. 812 00:32:02,665 --> 00:32:03,805 I bought it and gave it to him. 813 00:32:03,805 --> 00:32:05,755 I'm like, well, man, I was like. 814 00:32:06,165 --> 00:32:07,065 Did you read it? 815 00:32:07,065 --> 00:32:08,505 He's like, no, I hadn't even read it. 816 00:32:08,565 --> 00:32:11,475 Like I just heard your shot and I've remembered you and I, but 817 00:32:11,475 --> 00:32:15,495 there would've been no way of communicating and contacting there. 818 00:32:15,495 --> 00:32:18,555 There's no, he's not reaching out to me to get this guy and train him on 819 00:32:18,555 --> 00:32:22,875 delegation, but because there's a book there and because It's available and 820 00:32:22,875 --> 00:32:24,555 he heard a podcast that's, oh Yeah. 821 00:32:24,555 --> 00:32:24,945 Dallas. 822 00:32:24,945 --> 00:32:25,185 Oh Yeah. 823 00:32:25,185 --> 00:32:26,355 he's got a book on delegation. 824 00:32:26,685 --> 00:32:28,545 I'm working with this guy and now he's got something. 825 00:32:28,545 --> 00:32:32,505 So I, that's two examples that if there was no book there. 826 00:32:33,115 --> 00:32:36,295 There's no, there's no ripple, you know, but forevermore, there's 827 00:32:36,295 --> 00:32:38,845 a, there's a little, even if it's a small one, it's just one book. 828 00:32:39,025 --> 00:32:39,655 It's not a big sale. 829 00:32:39,655 --> 00:32:42,655 I'm not making money off that, but it's like just one ripple. 830 00:32:42,655 --> 00:32:43,890 So I, I agree with you on that. 831 00:32:44,320 --> 00:32:44,710 Tom Freiling: Yeah. 832 00:32:44,710 --> 00:32:47,260 And you can't really think about a book always in terms of the 833 00:32:47,260 --> 00:32:49,000 numbers of copies that are sold. 834 00:32:49,000 --> 00:32:49,060 You 835 00:32:49,090 --> 00:32:49,510 Dallas Burnett: Mm-hmm. 836 00:32:49,600 --> 00:32:50,575 Tom Freiling: it in terms of the influence 837 00:32:50,890 --> 00:32:51,310 Dallas Burnett: Mm-hmm. 838 00:32:51,525 --> 00:32:52,175 Tom Freiling: your, book might. 839 00:32:53,350 --> 00:32:55,690 Sell one copy, right? 840 00:32:55,790 --> 00:32:59,540 but maybe it has incredible influence on that one person who bought 841 00:32:59,540 --> 00:33:02,180 it and read it, and that ripple effect might change the world. 842 00:33:02,180 --> 00:33:03,230 You don't know, right? 843 00:33:03,500 --> 00:33:08,450 Or you could sell a thousand copies and it might have less influence than the ones. 844 00:33:08,450 --> 00:33:11,690 So I really encourage authors not to think about it in terms of 845 00:33:11,690 --> 00:33:14,210 how many copies of my book sold. 846 00:33:14,600 --> 00:33:18,205 Think about it in terms of the influence that, that it made, and heck, that might 847 00:33:18,205 --> 00:33:20,365 be 10 years from now, 20 years from now. 848 00:33:20,690 --> 00:33:23,120 Your book might be in a rare book shop a hundred years from now. 849 00:33:23,355 --> 00:33:23,905 Dallas Burnett: could be 850 00:33:24,080 --> 00:33:24,350 Tom Freiling: it up. 851 00:33:24,350 --> 00:33:26,960 It might make a difference in their life after you're long gone. 852 00:33:27,175 --> 00:33:27,965 Dallas Burnett: after you're long gone. 853 00:33:28,850 --> 00:33:29,420 Tom Freiling: only do that. 854 00:33:29,420 --> 00:33:29,805 You can only do that with a book. 855 00:33:30,595 --> 00:33:31,885 Dallas Burnett: Oh man, this is good. 856 00:33:31,885 --> 00:33:32,065 Dude. 857 00:33:32,065 --> 00:33:33,565 We could talk forever about this. 858 00:33:33,565 --> 00:33:37,355 I'm, I'm all about it and, I will tell the listeners, Tom 859 00:33:37,355 --> 00:33:39,035 and I are now collaborating. 860 00:33:39,560 --> 00:33:41,630 On a super secret project right now. 861 00:33:42,380 --> 00:33:46,160 And it is, it's actually, it's not what you think, so it's not another book. 862 00:33:46,220 --> 00:33:48,680 Although I'm, I'm actually thinking about, starting another book. 863 00:33:48,710 --> 00:33:49,550 It's not another book. 864 00:33:50,010 --> 00:33:52,890 but we're gonna be announcing it very soon, but we're 865 00:33:52,890 --> 00:33:54,660 collaborating on a super secret. 866 00:33:54,665 --> 00:33:58,955 Project that will be launching later this year, hopefully in the next 45 days. 867 00:33:58,955 --> 00:34:00,825 So, very excited about that. 868 00:34:00,855 --> 00:34:05,055 and Tom, we always ask our guests, and this is a, this is a hard, this sometimes 869 00:34:05,055 --> 00:34:08,265 hard, but it doesn't have to be hard, but we always ask the guests on the 870 00:34:08,265 --> 00:34:12,645 last 10%, and thank you for sharing your wisdom and everything with our listeners. 871 00:34:12,645 --> 00:34:16,045 'cause I know they, they had this so much good stuff, that we covered today. 872 00:34:16,735 --> 00:34:20,185 We always ask them, who is someone that they would like to hear? 873 00:34:20,660 --> 00:34:22,520 As a guest on the last 10%. 874 00:34:22,520 --> 00:34:25,400 Some people will say, you know, people they know. 875 00:34:25,400 --> 00:34:28,250 Some people say people they have no idea about. 876 00:34:28,250 --> 00:34:30,380 Some people said their daughter, it doesn't really matter. 877 00:34:30,380 --> 00:34:34,100 But do you have anybody in your mind that you said, man, if I could hear that 878 00:34:34,100 --> 00:34:35,840 person on the last 10%, that'd be awesome. 879 00:34:36,515 --> 00:34:38,105 Tom Freiling: I mean, El Elon Musk would 880 00:34:38,390 --> 00:34:41,540 Dallas Burnett: Oh, oh, you're not making it easy on me. 881 00:34:44,535 --> 00:34:44,935 Tom Freiling: I dunno. 882 00:34:44,935 --> 00:34:48,380 I mean, there's, there's some people that you can't, I can't figure out what 883 00:34:48,380 --> 00:34:51,530 is it that made them so super successful 884 00:34:51,740 --> 00:34:52,310 Dallas Burnett: Yeah. 885 00:34:52,670 --> 00:34:52,940 Yeah. 886 00:34:52,985 --> 00:34:54,155 Tom Freiling: that's, it's a mystery to me. 887 00:34:54,155 --> 00:34:55,545 So he's one of them. 888 00:34:55,785 --> 00:34:56,445 Dallas Burnett: He is one of 'em. 889 00:34:56,445 --> 00:34:59,655 He's definitely a phenomenal, I mean, he's, he's one of a kind. 890 00:34:59,715 --> 00:35:00,495 There's, I don't know. 891 00:35:00,495 --> 00:35:01,605 it's another planet. 892 00:35:01,605 --> 00:35:05,455 So, well listen, Tom, I so appreciate you and thank you for, 893 00:35:05,495 --> 00:35:06,965 being on the last 10% talking. 894 00:35:07,025 --> 00:35:08,555 We had a great discussion today. 895 00:35:08,555 --> 00:35:11,435 I just, I know our listeners enjoyed it and, look forward to 896 00:35:11,435 --> 00:35:14,255 making some announcements very soon about our super secret project. 897 00:35:14,255 --> 00:35:15,965 So man, thank you for being on the show again. 898 00:35:16,790 --> 00:35:17,450 Tom Freiling: You Dallas. 899 00:35:18,020 --> 00:35:18,830 Good to talk to you. 900 00:35:18,890 --> 00:35:20,120 Thanks for having me on the show.