The 11 Money Truths Nobody Told Me (Until $250M Later)

        # 11 Entrepreneurship Lessons After $250 Million in Online Sales

## Topics Covered:
- Overcoming inertia to make your first dollar online
- Building momentum in business
- Consumer psychology and buying behavior
- Handling competition
- Overcoming sales objections
- Product simplicity and clarity
- Finding and serving niche markets
- The mindset of wealthy entrepreneurs

## Main Speaking Points (First Person)

### 1. The Hardest Dollar Is Your First Dollar

I've learned that Newton's first law applies perfectly to making money online: an object at rest stays at rest until acted upon by an external force. Most people go their entire lives with their bank accounts "at rest," never figuring out how to earn that first online dollar. What they don't realize is that once you make a single dollar, you can replicate the process and make small improvements along the way.

### 2. Each Consecutive Dollar Gets Easier

The second half of Newton's law is equally true: an object in motion stays in motion. Once I got my first dollar, it became so much easier for it to turn into the second, third, hundredth, hundred-thousandth, and eventually millions. I just doubled down on what worked and cut out distractions. My advice? Don't disrupt your own natural momentum. I know you'll want to get clever and tinker with things—resist that urge. Let it run until it hits a ceiling.

### 3. Buyers Don't Buy to Win—They Buy Not to Lose

This was counterintuitive to me at first. In a world where everyone promises bigger wins—"I'll make you a million," "No, I'll make you a billion"—I realized people aren't looking for the biggest promise. They're looking for the most *surefire* outcome. Winning is the cherry on top; what people really want is to avoid being a loser. When I hit a ceiling, I ask myself: "How do I prevent people from losing?" That's how I break through to the next level.

### 4. Competition Is Validation

There's a phenomenon where someone becomes more attractive when they're surrounded by interested people. It's validation. I apply this to business: the more competition I have, the more it proves there's money to be made. I don't fear competitors—I embrace them. Then I look for hidden leverage, because every competitor overlooks something valuable. If I can tap into that, I can win.

### 5. The #1 Reason People Don't Buy Is Fear of Failure

I've spent thousands of hours closing sales over nearly 20 years. Every objection I hear—"I don't have enough money," "I don't have enough time," "I need to think about it"—traces back to one thing: fear of failure.

- "I don't have enough money" = "I don't think this will work, so it'd be a waste."
- "I don't have enough time" = "I'm worried this won't be useful."
- "I need to think about it" = "I don't believe it'll work for me, but I don't want to hurt your feelings."

My job as a salesperson is to be a *failure destroyer*. I craft my offers so failure feels impossible and success feels inevitable. If I can't do that honestly, my offer isn't good enough yet.

### 6. Simplicity Sells

It doesn't matter how powerful my idea is—if it's convoluted, people won't buy. Steve Jobs said it best: "Simplify, simplify, simplify." I don't need to create the next iPhone. I just need a simple process anyone can follow to get a small, real, obtainable result.

### 7. Complexity Kills Sales

This is the flip side. If I over-explain or get too granular, people don't buy. Complexity breeds confusion, and nobody pulls out their credit card when they're confused. I always optimize for clarity at every step of my funnel.

### 8. Find Underserved Markets and Serve Them Relentlessly

New underserved markets are always emerging. Once upon a time, you could wear any pants to yoga. Now there's a multi-billion dollar market for high-end yoga pants—a problem that didn't even exist before. Opportunities like this pop up constantly. I just have to pay attention.

### 9. Niche Down to Find Gold

Here's my trick: I find a niche with lots of competition, then niche down further. I have a client who teaches people to sell high-ticket e-commerce products like saunas and massage chairs—not fidget spinners. He found an absolute gold mine. His customer base got smaller, but he discovered a blue ocean while competitors fought in a red one.

### 10. Rich People Aren't Smarter—They've Just Taken More Shots

I've met smart rich people and dumb rich people. The only common denominator? They've all taken a lot of shots. They're the ones still on the driving range past closing time while everyone else has gone home. My "driving range" is Google Slides and PowerPoint. I've sold $250 million in digital products on webinars because I've done hundreds of them over nearly 20 years—and I'll keep doing them for the next 20. The more shots you take, the less competition you'll have.

### 11. Solve Other People's Problems

If you're broke and want to become rich, stop obsessing over your own needs and start solving other people's problems. The most generous people I know are also the richest. Amazon fixed everything that sucked about online shopping. Apple fixed the original computer. Tesla fixed electric cars. The bigger the problem you solve, the more money you'll make.

My advice: Write down all the problems you know how to solve. Rank them smallest to biggest. Circle number one. Congratulations—that's your million-dollar business idea.