Episode Summary In this episode of On The Homefront, Jeff Dudan sits down with PR legend and seven-time author Eric Yaverbaum , whose 40-year career spans political influence, viral campaigns, and boardroom strategy. From mentoring under Henry Kissinger to creating media firestorms from his Capitol Hill living room, Eric shares stories and insights about the power of public relations, crisis management, social responsibility, and intentional living. It’s part masterclass in influence, part blueprint for legacy—and all heart. Key Takeaways PR isn’t just defensive—it’s a cash-generating weapon when used intentionally from day one. Positive media exposure must tie to business results or it becomes the first thing cut. Viral campaigns don’t require massive teams —Eric created industry-shaking campaigns from his living room. Modern misinformation moves at warp speed ; if you don’t prepare before a crisis, it’s already too late. The most powerful stories are rooted in authenticity and hope , not perfection or polished branding. Intentionality and presence are the ultimate differentiators —in business, in branding, and in life. Featured Quote “Don’t miss a moment. You don’t get them back.” – Eric Yaverbaum TRANSCRIPT Eric Yaverbaum (00:00.206) Let's see what I got. Jeff Dudan (00:01.259) Yeah, but you know, we don't we don't we don't have to do all that but well, hey, it's again really nice to meet you really appreciate you being on incredible career. I've got a few places that I'm really interested to go. Is there anything that you'd like to cover today in particular? Eric Yaverbaum (00:18.478) I'd go wherever you want to go. I'll tell you a lot of good stories. I got a lot of good stories. Jeff Dudan (00:21.579) Okay, okay. Jeff Dudan (00:28.331) listening to him the last couple of days. Hey Jen, do we have that intro that Jack was wanting me to read? Yeah, no problem. Yes, sir. Eric Yaverbaum (00:34.382) Can you give me one minute before we start? Okay, I'll be back in one minute. Jeff Dudan (00:53.963) Don't worry about it. We'll just go it. Just go into it. Jeff Dudan (01:00.587) probably it. You think this is it? I can't remember. Yeah. Yeah. And then you just changed the name. Yeah. Jeff Dudan (01:16.459) Yeah, man. Eric Yaverbaum (01:47.95) Okay, so what I'm told is I have exactly an hour. Jeff Dudan (01:52.779) Okay, all right. I'll try to get you out of five till how about that? Use the bathroom shotgun beer do whatever you're gonna do All right, I'm gonna read a quick intro here and then we'll get going and when All right, we'll just go Welcome everyone to on the home front with Jeff Duden Thanks for tuning in just a quick reminder before we get rolling if you enjoy the podcast take a second drop down to that Eric Yaverbaum (01:57.102) That'd be cool. Eric Yaverbaum (02:01.61) I'm going to go ahead and close the video. Eric Yaverbaum (02:07.47) Great. Jeff Dudan (02:21.771) comment or review section and leave us some feedback. And whether you're listening on Apple Podcasts, YouTube or Spotify, we want to hear from you and please like and subscribe. Today on the home front, we have a very special guest. We are here with Eric Javerbaum. Welcome Eric. Eric Yaverbaum (02:39.022) Thank you so much for having me. I'm a big fan. Jeff Dudan (02:41.803) Eric is, for those of you who don't know, seven times author over a million books sold in his secrets of successful CEOs. Also wrote a book with his daughter most recently, but has had a long career in PR, CNN, all of the major networks, and really has... really excited to hear some stories about some of the great PR wins and losses that you've been a part of over this time. But Eric, to get started, can you share a little bit about who you are and maybe a little bit about where you're from? How Eric Yaverbaum Learned PR from Henry Kissinger Eric Yaverbaum (03:26.03) Well, yeah, I'll tell you a funny story and then I'll tell you about who I am. As we were chatting before, we went on air here. When I was a kid, my first mentor, and I'm a big, big believer in mentors, everybody should, in your careers, get mentors, get people that you can learn from. My very first mentor was Henry Kissinger. And Kissinger told me that when he used to go before the White House press corps, he would walk out, and this is during Watergate, you got, Jeff Dudan (03:29.867) Alright. Jeff Dudan (03:46.667) Okay. Eric Yaverbaum (03:54.894) Press is going after a sitting president. This is in the early 70s. I mean, it's unheard of. The press did not go after a sitting president. Kissinger would go out before the White House press corps and say, does anybody have any questions for the answers I'm already giving? So when you asked, is there anything we want to talk about, the questions don't matter. I'm giving the same answers anyway. It won't make a difference. But I've literally taught that to Fortune 500 CEOs for 40 years now. how to conduct themselves in interviews so that they can get out messages that they want to get out and you know i'm i'm not so proud of the fact that i think that's what modern -day politics is we never seem to get answers to the questions that were actually asking but that is the subtle art of public relations is how do you use a tool of getting media exposure to move a needle? to make you money, to enhance your brand, to help your reputation. And for 40 plus years, and you mentioned some of the shows, I've been on national television for my whole career. I'm written about newspapers and magazines. I practice what I preach. As far as my career goes, when I was a kid, I ran a traditional PR agency for about 20 years. Sold it to Wall Street. thought, my gosh, all my dreams have come true. I have a lot of money. I just sold my company to Wall Street. I would say it was the most miserable year and a half of my life. A big, big life lesson there. Be careful what you wish for. It's not about money. It's not what it's about. You gotta love what you do. You love what you do. You'll never work a day in your life. First 20 years, I worked my backside off to sell my place, or I would say in retrospect, sell my soul. to Wall Street. I stayed there for about 15 months. I walked in the middle of a three -year earn -out. I just couldn't do it. And I worked on the transition team between the Bush and the Obama administration, which was supposed to be brief. And I ended up staying around the first year of Obama's presidency in the White House while I was starting the agency that I run now. The agency that I run now is very, very different than a traditional PR agency. I grew up in Eric Yaverbaum (06:15.79) both inside my industry and outside. My books didn't hurt. You mentioned Leadership Secrets. That book is now actually sold three million copies if you include digital. And I got a reputation inside the C -suite, which, when I was a kid, all I ever wanted to do was be in a boardroom. All I ever wanted to do was let me sit in the room with the CEO who makes the decisions. But I was just, I was a PR guy. We all get our hair gel in New York in the same place. We all talk a really good game. How do you do that? How do you get in the room with the chairman? And that was always my objective to get in the room with the decision maker. And that's what I do now. I do it for startups, which I take great pride in, startups that turn into billion dollar businesses. I do it in philanthropy. I do it in sports. I'm in the room with the decision makers. And... You know, I did that on purpose. That's the thing about, you know, having goals and objectives and an actual plan to do it is I'm in the room with the decision maker because I feel like I can convince decision makers if I am in the same room with them. Intentionality is a superpower. And if you have a goal and you can accomplish that goal on purpose, you'd be amazed at what can happen. So, you know, in my career, I've run agencies now for 40 years. This is the one that I run now is my second. I've had this one for 17 years. And, you know, during the entire course of my career, I am working on my eighth book right now. And, you know, I did a brief stint at the White House. So I've done a few things. Jeff Dudan (07:59.947) You talk about being in the boardroom. PR is oftentimes not in the initial cocktail for entrepreneurs. They're getting their business started. They're thinking about direct response marketing. PR is defensive in a crisis, but are you saying that it needs to be offensive? And from day one. Why Public Relations Should Be Offensive, Not Just Crisis Control Eric Yaverbaum (08:21.55) yeah, don't miss the offensive part. You know, it's ironic because when I started my career, we were involved with a lot of infomercial companies. And these infomercial companies, direct response companies, we were doing their PR. And I would watch the art of direct response. They go on television, they buy, you know, they make ads, they buy time, they literally measure how many widgets do they sell from their ad. what time works better, which is the 60 or 90 second spot work better, is long form, an hour or a half hour, is that better? You can literally measure it. And I always thought to myself, we don't do that in PR. There's no measurement. My clients want me to get impressed. They want to be in newspapers and magazines. They want to be on television and radio shows, but we don't measure. To me, the art of PR is all about, cash registers. And one of the things that I found out when I was a kid was, you know, my first 20 years, I represented all the big, bad brands, you know, we represented Sony, we represented Progressive Insurance, Akiya Home Furnishings, H I mean, I can go on and on. With all of those, and by the way, loved them all, learned from all of them. What I learned was companies, And by the way, this includes startups, because I was involved with a lot of startups at the time too, including like one in particular that got bought by Google. They weren't like insignificant. That agencies like mine got hired and were expected to get press. That's the bare minimum. That's what we're paid to do. In reality, if a company is not fiscally healthy, first thing they cut is PR. So first thing that gets cut. Jeff Dudan (10:13.003) That's right. Eric Yaverbaum (10:15.342) So I became very interested in, and one of the reasons I wanted to be in the chairman's office, one of the reasons I wanted to sit on boards is I became very interested in what's the relationship between positive media exposure and the cash register? And how do I build a bridge from media exposure over the cash register? Because I do know that if I get my clients a lot of press and They monetize that press, they'll keep me forever. And I would say my average client is around for about 15 years, give or take. I mean, I have clients on my raw. I have two clients, they've been with me for 40 years. They don't, I mean, obviously, I mean, I feel like family with them now, but they keep, at least in the beginning, because I know how to make people money from the art of public relations. When I was a kid, What I was known for was crisis, as you mentioned. I got paid really well to handle crises and put out fires. And I put out a lot of fires that you never read about because I did my job. But I don't do that anymore. I'm not interested into putting out fires. I'm entrepreneurial. I always have been. It's what I discovered when I sold my soul to Wall Street is what... Jeff Dudan (11:20.107) Haha. Eric Yaverbaum (11:36.046) I like rubbing two sticks together and making forest fires. And I like using the art that I practice, the discipline of PR, to rub those two sticks together and make businesses billion dollar companies, which I have a long storied history of. And so yes, PR should be, and by the way, PR, of all the things that you're gonna do in marketing is the least expensive. I mean, not if you need to hire agencies like mine, but you can actually do it yourself. And if you can get press exposure that generates interest, that translates over to a cash register, it's magical what it could do. And I've pontificated this very theory for over 40 years. And when I was a kid in the 80s, I would tell this to everybody and everybody would say, you know, big shot, what do you ever do? And nothing. Who do you know? Nobody. I still don't believe you need to know anybody to get on their shows. So my partner and I, in my first agency, when we were small, we were working out of our living room. That's how we started. We said, what can we do to demonstrate? Statement is one thing, demonstration is a whole other thing. What can we do to demonstrate literally our philosophies? How do we use media exposure to generate interest in our little agency that's five people working out of the living room in my... my house, my brownstone on Capitol Hill in DC, how do we generate interest in what we do? How do we use media exposure to do that? So we looked at the landscape of the world, which is ever so interesting, not always in a positive way. And we said, what story can we predict with a reasonable degree of certainty, you're gonna have a long shelf life. And what story could we look at and say, The 1985 Baseball Strike: How Eric Went Viral From His Living Room We kind of know how it's going to be, the coverage is going to play itself out. In 1985, there was a pending Major League Baseball strike. And in the good old days, the way labor disputes got covered in professional sports was rich players, wealthier owners, and the fans. So the story is what the players want, what the owners want, and then they find some guy in the street who is going to complain about, legitimately so. Eric Yaverbaum (14:02.318) why I can't take my family to a baseball game. I can't buy, if I'm going to get a hot dog and a soda and, you know, French fries for my whole family and buy, you know, four tickets, like that's almost out of my price range. And I got to hear about players who are wealthy and owners who are wealthier argue about money. I'm just trying to go to a game a year and get hot dogs from my kids. It's the same. It was, it was always the same. So in 85, Jeff Dudan (14:22.475) Right. Eric Yaverbaum (14:31.662) We formed a National Citizens Action Group to protest the pending Major League Baseball strike. And the premise of the organization was, you know, everybody had, you know, labor unions, everybody has the, do what you want. Everybody's got their right. But we were forming a National Citizens Action Group for the fans, so that the fans would have a voice. And our message was, it's okay, you want to strike? Go ahead. For every game you strike, we're gonna strike. And we asked people to send us a letter that that's it. That's all the fans had to do, just send us a letter. And we got tens of thousands of letters. We used to dump them on Peter Yubarov's doorstep. He was the commissioner at the time, daily. And CNN would come into my living room on Capitol Hill just to see how many bags of mail we got every day. And when the strike started, we called Yubarov's office and they were like, cute kids. Nobody was taking our call. When we started dropping off bags of mail on their doorstep, the people who were honoring, kind of honor our boycott, they started to take us a little bit more seriously. When that strike started in 85, they invited my partner and I into the negotiations. We sat, I'm 24 years old, I'm sitting in Major League Baseball's negotiations to end a labor dispute. Way over my head. All I know is, Jeff Dudan (15:57.643) That is absolutely fantastic. Eric Yaverbaum (16:00.014) I don't want to, after day one of those negotiations, we go out to a river of press who wants to hear what's the fan's opinion, the fans that were in the room. What's your opinion of what was discussed? There's another room, it's the players room. Yes, yes, yes. Jeff Dudan (16:14.507) Okay, you were the proxy for the fans, basically. Okay, you were representing the broader fan base. Got it. Eric Yaverbaum (16:23.854) Yes. So, I mean, the coverage that we got was extraordinary. And, you know, in the good old days, and, you know, some of these names your viewers may or may not know, but, you know, I was on, I mean, I was on everything. Ted Koppel asked me the same question that Larry King asked me. It's the same way that Time Magazine covered what we did. Everybody said, why? Why are you doing this? And my answer was, This is what I do for a living. I get my clients on television, radio, talk shows. I get my clients in newspapers and magazines. I'm just using the same avenues as I would to promote any of my clients to promote this cause that I feel so strongly about. When the strike started, I had three clients. When the strike ended, I had 11 from all the exposure that we generated. That was exposure where I got to do something good. It drove people over to my cash register, which was a service business, and I was on the map. as a 24 year old, I was able to use the art of public relations and press exposure to make my business better. And that's to me is what PR should be all about. Not always defending yourself, not always correcting yourself, not always dealing with the press when you don't wanna be in the spotlight because you said something wrong, which is the way I think most people look at PR. If you're a startup, if you're an entrepreneur, if you're looking to raise money, Jeff Dudan (17:38.059) Right. Eric Yaverbaum (17:52.59) If you're a small business, it's the great equalizer. The kind of press that I got with five people working out of my living room on Capitol Hill in DC rivaled what any Fortune 500 was getting in any given day. Why? Why is that? Why could I get that kind of exposure, which is the same kind of exposure that my clients ended up paying for me to get for them? Because you can't. and you can use that exposure to build your business. Jeff Dudan (18:26.283) Have your fundamentals changed with the rise of social media and the ability to more quickly understand the reach and the impact of the campaigns that you launch? PR’s Evolution: Social Media, Speed, and the New Rules of Crisis Eric Yaverbaum (18:41.134) As my kids would say, hell yeah. Yeah, I mean, you know, when I started in this business, you know, I'm a kid and, you know, Cronkite was just going off the air at the time. And, you know, at the end of CBS Evening News, when he ended the news, he would say, and that's the way it is, and it was. And it was godsend. That's not the case anymore. And, you know, if... Just to give like a crisis example if we had a crisis in you know in the 80s Well, I'll give you one night I did I do from multinational without you know naming names or talking about the crisis But I get a phone call on Friday. boy You're not gonna believe what happened over here in this part of the world today by Monday. It's gonna hit the US Today I have a second and I don't have a weekend to prepare at one second which Jeff Dudan (19:37.003) That's right. Eric Yaverbaum (19:37.358) really means, which I learned from Elizabeth Dole, who said to me, the worst time to prepare is while the tide is rising. If you don't have a crisis plan in place right now, you're all ready. You can lose your entire business in an internet second. Warp speed, that's how fast information travels. And that's how fast misinformation travels. And that entire landscape is different. And here's the thing about that is that everybody who, you know, I call it information dissemination now, it's still, I mean, I'm still called a PR guy. We're still a PR agency. It's surround sound information dissemination. How do you get your news? How do you make your decisions? And, you know, your unique algorithm is telling you what you already want to hear anyway on any social medium. So don't be expecting to hear two sides of the story. You literally, you know, when you come to a fork in the road, as Yogi Bear once famously remarked, when you come to a fork in the road, take it. Digitally, when you come to a fork in the road, you're being pulled in the direction you're already inclined to go anyway. It's that easy to keep going down that road without evaluating facts in the way that you might have, you know, 10 years ago. You don't do that anymore. So, you know, your Facebook algorithm, your Google algorithm, it's pulling you in the direction you're predisposed to going, and we're all doing that, which rears its ugly head in politics, just as one example. I mean, there's no middle anymore. There's no... Intellectual friction used to be a great thing. You get two smart people in a room who don't agree. Intellectual friction gets you a better decision. There's none of that anymore. Everybody goes one of two ways. And I'm just talking about politics. Jeff Dudan (21:31.979) Yeah, the same situation, the same facts, a political issue, and you're gonna get pulled into your echo chamber deeper because they're gonna spin it in the way. Sometimes I like to watch, when I'm traveling, I like to watch the BBC network to see what their view is of the things that are happening in the United States or even Australian news. By the way, Australia is absolutely fascinated with the news cycle in American politics. Eric Yaverbaum (22:01.006) Yep. Jeff Dudan (22:01.067) because you know we catch a cold and you know we get sick the whole world catches a cold and they know us in some cases more about our politics than our citizens do here but it's it's are you still active in politics or do you work in that arena anymore okay i was gonna say well because there's plenty to do there but it's Eric Yaverbaum (22:17.518) I couldn't run far enough away from politics. If I tried, I mean, I was a, after I left the White House, I was a political pundit for almost a decade. I was the only person, at least that I know of, I've yet to hear anybody say, no, you weren't, there was this other person. I was, I did three hours a week for Fox and I did two hours a week for MSNBC. I did both, I mean, talk about two polarizing networks. I did them both. Jeff Dudan (22:46.123) Right. Eric Yaverbaum (22:47.502) in the same week, every week, for almost a decade, spun through two presidential election cycles. Me personally was not beloved at Fox, semi -worshipped at MSNBC, only because, again, telling people what they want to hear. What I found interesting for myself about both networks was, It was always a debate with me. It didn't matter which network I was on. Again, I'm dating myself a little bit because that's not the case anymore. So I could go onto a network where I wasn't popular with the viewers, which was very clear if I walked out the front door. But I had the opportunity to have those debates on air. And one of the things I found fascinating about, and this is all about information, I debated the health care bill ad nauseam for, I don't know, a year and a half. And I was debating it on national television for months and months and months and months. And I said to myself, I never actually even read that bill. I wonder, everybody that I'm debating with, because we're all going about the virtues of it or how terrible it is, but none of us read it because nobody ever reads bills. So I decided to read it. And I used to take this big, it was 1 ,100 pages. I used to take it on air with me on both networks. And it was all marked up almost like a textbook was. I'm thinking of my little sticky notes sticking out the side so I could flip to a page and say, well, this isn't what it says on page 921. That's what we do here. We debate misinformation. And we were doing that then too. I mean, I started an organization back in that period of time called ReadTheBill .org, where I tried to get Congress people and senators to read the bill, commit to reading the actual bill that they were voting on. And, you know, again, hundreds of thousands of, and people, because we're all voting based on these, you know, what our perception is of that. Hundreds of thousands of voters signed the pledge. Zero Congress people or senators did, because they don't read the bill. Jeff Dudan (25:05.035) Well, they don't have time. You can't possibly read 1 ,100 pages and... Eric Yaverbaum (25:09.038) Well, you can't read it when you're getting it at two o 'clock in the morning, the morning before a vote. And that's the way that we're set up. Something's wrong with that. Jeff Dudan (25:12.811) Yeah, right. 100%. 100%. You know, I've heard people say there's no such thing as bad PR. Obviously, when you look at some of the massive mistakes that people have made that maybe have cost them billion dollars lately around shoes and things like that. But oftentimes you see people get in the news over something negative and then a year later, they've got their own talk show. You know, how... Eric Yaverbaum (25:40.494) Yeah, well, you know, I mean, if getting your own talk show is your goal, I mean, personally, you know. Jeff Dudan (25:44.811) Well, true. Yeah, that's that's punishment in and of itself. But, you know, it's it's you know, at some point, you know, once you have reach and people know who you are. And I mean, we're just creatures of habit. I mean, we're interested to see what's going on with Britney Spears right now. I mean, there's you know, Britney Spears has been one PR matter after another for the last 15 or 20 years. But yet, you know, people continue to follow and, you know, like what she's doing and all that kind of stuff. What kind of opportunities are there for companies to take some chances to, you know, push the envelope a little bit, but yet not put, you know, who they are and their customer base at risk? Eric Yaverbaum (26:35.63) Well, that's really, that's up to each individual company and each individual person. I mean, I would say I'm kind of out there on my opinions. My opinion is they are what I think. I'd rather just say what I think than say what I'm supposed to say. I mean, I can, I can be politically correct all day long, but that's not me. it, it, my agency, we are who we are. Jeff Dudan (26:49.831) Right? Yeah. Jeff Dudan (26:57.803) That's no fun. Eric Yaverbaum (27:04.142) I'm really proud of that particular factoid. And with emphasis on factoid, I don't ask anybody to be anything but what they are. I would much rather know who you are in real life than who you pretend to be in front of the camera, you know, all the time. And I think corporate America gets in trouble a lot for that because they, you know, they're trying to sell stuff. So they're going to lose half their customers. Jeff Dudan (27:16.043) Mm. Eric Yaverbaum (27:31.982) on any given day based on what they say, what are your values? What do you actually stand for? And the people who don't want to buy your product because of that, to me, I say, fine, that's okay. Let people buy your products for who you are transparently and genuinely. I just think that's so much better. You're gonna get yourself in trouble. I can say right or I can say left in this interview. By the way, no matter what I say, ever, somebody's going to disagree. And in my case, sometimes a lot of people. And for people, my entire career, I've been dealing with that. I mean, if I say the wrong thing on national television, my social media gets flooded with really awful things. In the old days, I would watch what people would say about me. It didn't, but didn't make it to air. I'd see the stuff coming in, what the viewers were saying, but it didn't make the air. And, you know, and I can feel it some days. And, you know, I live in New York City. I go out at night. I can feel it. Somebody sees me on television one day. They got a definite opinion one way or the other. I can't be anything but myself. That's just who I'm going to be. And, you know, I look. I told you 10 minutes ago, I couldn't get far enough from politics if I tried. After spending most of my career involved in politics, in some way, shape or form, it's just, it's toxic. I don't want to be involved. Personally, I'd rather do stuff that makes the world a better place. Right now, at this particular stage of my career where I've never had so much fun in my life, I'm talking about life and I'm talking about my... professionally the first 50 years are the hardest after that man if you learn some stuff if you let life teach you it's a great you'll learn great stuff every day and it's not always because you know counting money is easy losing it's painful What do you learn from the challenging situations? I believe there's silver linings and every one of them you tell me what was the worst day your life? Eric Yaverbaum (29:51.534) I will tell you why it was the best. That's the day that changed you. Everything's a matter of perception in your entire life. Yours, and anybody who's listening to this, your all damn life, is in between your ears. It's how you think. Whatever you are thinking is literally how you are living. That's your life. So if I say my life's great, and believe it in my own head, guess what? Jeff Dudan (30:07.115) Yeah. Eric Yaverbaum (30:19.63) Things are great. Everything's a matter of perception. And I am in that business for a living. And people always say, I was just talking about on a show earlier today, Eric, I'll be an optimist. I learned how to be optimistic when I was a kid. I literally taught myself how to be optimistic. Learned optimism, the first book that I read that started to frame a different way of looking at things. Jeff Dudan (30:24.459) It - Eric Yaverbaum (30:46.126) And is the glass half full or is the glass half empty? Which one are you? Who cares? Just fill up the glass again. That's actually an option. Nobody throws that into the equation. It's actually possible. It doesn't make a difference if the glass is half empty or half full. You literally have the opportunity and the option any given day. Fill it up again. Start all over. Get up. It's like as a kid. Jeff Dudan (30:55.339) You Jeff Dudan (31:11.627) Yeah. Eric Yaverbaum (31:16.493) I'm a big believer in team sports. I played basketball, it's a point card. I wasn't the best player on the court. I directed the offense. I've been directing the offense my entire career. I was also a boxer, a really lousy one. I got knocked down a lot. I didn't do a lot of knocking down. But one of the things I always did when I got knocked down, I got back up. Everybody would say, yeah, stay down. It's like, eh, I don't think so. I'm gonna keep trying. But all metaphors for life, for your career. personally, professionally, all of, we all get the same 86 ,400 seconds a day. You got them, I got them. Same ones. Equal. What do you want to do with them? I'm going to just take them. That's what I'm going to do. I'm going to get every one of them. That's all because I can. I got that choice. So do you. So does everybody listening. What do you want to do with them? Because, you know, we're all going to the same place in the end anyway. All of us. Same again. And the thing about it is, you know what you want to do today? You want to have lunch or you want to have dinner. You want to like sleep in a bed tonight. You want to have, depending on what climate you're in, you want to have an air, you know, air conditioning or heat. We all want the same stuff. I'm hungry at dinnertime. I want to eat. You hungry at dinnertime? You want to eat. There's not that, I mean, you know, money pollutes to me. Jeff Dudan (32:44.075) It does. Eric Yaverbaum (32:44.142) I mean, it's definitely, I've had a great career. I'm not gonna apologize for being successful, after I never have. And I made this all on my own. I did this all on purpose. And yes, I can pay my bills, so I don't have to worry about that part. But the stuff that's priceless, go ahead and fall in love. Or if you want, if you're really wealthy, just buy that, because you can't. get sick and you'll realize what matters. The day that you get sick, everything changes in your life. All you want is good health. The day you lose somebody, all you want is them back. Everything that matters is not for sale. Jeff Dudan (33:32.107) Yeah, I a little trick that I've recently adopted when I find myself not wanting to do something or you know something that I just you know not interested in doing or is upsetting me. I just changed the meaning of it. I was in New York this weekend. My daughter lives on in the Upper East Side and she's teaching. She used to go to school at NYU and she's teaching yoga and I did yoga once before and I. almost had a stroke. Like it was tough for me. I'm not a yoga guy, but you know, she wanted, she wanted us to go. There was nobody else signed up for her class and you know, and I'm just, I just said, you know what? I want to do this because she wants to show me how she does this particular aspect of her life. And, and dude, I wouldn't have the best class with the best attitude. And it was so simple to do. Eric Yaverbaum (34:05.069) Yeah. Jeff Dudan (34:23.243) We just get out of our own way and again, change the view, sit in awareness for a minute. What's the universe trying to teach you? And if you, you know, take it, be open to that, because at the end of the day, like you said, man, it all comes to a screeching abrupt halt for every single one of us one day. And then you're going to look back and say, man, I wasted a lot of time being petty. Eric Yaverbaum (34:44.942) Yeah, you, that's why I said the first 50 years are the hardest. I learned all this in the first 50 years. I've been having the greatest life ever since. You know, the trappings have changed. Things are different. I learned what was priceless and what, you know, what wasn't priceless. But, you know, I also, you know, everybody, you know how many obstacles you're going to face in your life? You know how many obstacles you're going to have just today? Jeff Dudan (34:48.907) Yeah. Yeah, right. Eric Yaverbaum (35:14.382) Obstacles are actually the path. They're not obstacles. We all have them. Nobody's life is, you know, like Facebook makes it out to be. I am not happy 24 -7. But what I am 24 -7, every wake, I'm getting this moment. You know what I'm doing right now? I'm talking to you. Nothing else. I'm talking to you. It's interesting to me. We have an interesting conversation. It's engaging. I hope something that one of us said is contagious. I hope... some smile of a reaction makes somebody else smile. I hope somebody else says, gosh, that's an interesting, or learns one thing. I hope that would be really cool. I mean, what a way to live that is. I mean, I'm an exercise, on the cover of my next book, they have a fitness fanatic. You know, I exercise every single solitary day. I don't, I exercise because it makes me feel good. And I hope that other, Jeff Dudan (36:03.979) Okay. Eric Yaverbaum (36:12.014) I don't, you know, I'm not obsessed with the way that I look. I am obsessed with the way that I feel. You know what endorphins, by the way, they're free too. All you gotta do is exercise. You want them? Can't buy them either. Go ahead, get some endorphins tomorrow morning. You can't buy them. You will not believe how it changes your perspective of a day. That's from just exercising, a commitment. to exercise that I hold myself accountable for and I use social media for that. And this is a big difference about social media. I use social, one particular platform, Instagram. On Instagram, I use Instagram to keep myself accountable. I'm not getting used by it. That's the big difference between so many people and social media. We're the product on social media, and we're free by the way. We should be using social media, we should not be being used by it. And everybody's life isn't a vacation, everybody's life isn't that meal that you're looking at a snapshot of. Everybody's life is not happy all the time. It sure looks that way on social media. And I worry a lot about the youth and kids who are growing up digitally, born digitally. How do they look at the world? Go outside and climb a tree. Watch a sunset just once or twice or every day if you want, you should. And be in the moment, live presently. I mean, I pontificate about all this stuff every single place that I go. And it has nothing to do with what I do for a living. I'm very happy. I was with a client the other day and I said, you know what? What we should be doing is promoting hope. That's what we should be doing. And... the client says, well, why? I said, Hope doesn't have an agency. I want to adopt Hope as my client. They don't have to pay me. I'd love to spread a little bit of that. And any brand who does that, people with positive attitudes, it's magnetic. Eric Yaverbaum (38:33.774) I don't attract an audience by being doom and gloom. I attract an audience because I'm a hopeful guy. And I really, there was Fred Rogers when he gave congressional testimony in 69. They were trying to raise money for PBS. PBS was like, they were literally shooting in the basement with a camera and they had a show and they had no money. And Fred, Mr. Rogers goes before Congress and he's trying to raise money. and nobody knows who he is. And he basically said that in times of trouble, look for the helpers. If you see the helpers, you'll know there's hope. And that particular congressional testimony ended up raising all of the money that launched PBS. I mean, Congress was just awed by what this guy had to say. It's true. And you know, we just, you know, We all recently went through a pandemic. Forget about all the other things that we go through every single solitary day. We went through a pandemic. All we need, we saw helpers. If we saw helpers, we were hopeful. If we were hopeful, we got through the pandemic. And the irony of it all is, was everything that you ever worried about, you know, all of it, anything you worried about, it already happened. So now what are you gonna worry about? Stop worrying so much. Live life. Enjoy the moment. Jeff Dudan (40:03.499) You wrote a book with your daughter and some of the other appearances that you've made. It seems like family was a priority and important to you. Absolutely, what? Eric Yaverbaum (40:12.558) Priceless again. I mean, there's not, I mean, for any parent who might be watching, there's nothing you'll ever do. I mean, it doesn't go to the, go to the rock and go to the moon. You can do, there's nothing you will do that's greater than raising children, nothing. Jeff Dudan (40:34.603) Yeah, yeah, 100%. Are there PR campaigns that you've admired over the years that maybe you wish you were a part of or somebody did a really great job on something that you could point out? Eric Yaverbaum (40:48.91) I think that PR campaigns that changed the course of history fascinate me. It's the greatest honor of my career. I mean, like the Kissinger story that I started with, I have so many stories. I feel a little Forrest Gump -esque. I'm always present for these historical directional shifts. I am so... To me, I don't care. I don't know what anybody else thinks besides my mom who thinks the same, but it's so cool to me that I've been inside of history when it's making a left turn or a right turn that I get to be participatory in. It's so cool to me that there's, I mean, forget about the books that I've written and will continue to write. I feel like I have a lot that I could teach people. The books that include me. that talk about me, that reference me. It's so cool, not that I'm in the books, it's just that my role and involvement in influencing perception and the way that people thought about things. And you know, look, when I was younger and you know, no disrespect to Domino's pizzas, and one example, they were my first national county, I sold pizza. Selling pizza didn't change the world. Walk a Mile in My Shoes, which was a campaign that I did for caregivers, got legislation, increased funding for stem cell research, passed, pissed off George Bush at the time, which I thought, wow, that's so cool. Bush is pissed at me. How cool. Meanwhile, I ended up on the transition team years later. That, to be involved in that, it doesn't matter what I get paid. That's priceless to be able to do things like that. to be able to influence the direction of a large group of people to change history just a little bit in a different direction. When I was a kid, and I didn't happenstance upon Kissinger, my uncle was very involved with Nixon, was friends with everybody in the administration. That's how I met Kissinger. Eric Yaverbaum (43:09.102) He smuggled weapons to Israel for the Six Day War. There's a book called The Pledge. They wrote all about him because he got caught. He got caught. He had to go before Congress. Congress ended up letting him off. But I thought, my uncle Abe, he was involved in a historical, like, how cool, how can I do that? Because I don't have the money to smuggle weapons anywhere. All I have is the gift of getting people to listen to me. People will listen when I talk. It's appealing to people to listen to a perspective. Like when we opened, we helped to open, I don't know whether you had the opportunity to go there while you were in Manhattan, but my agency was involved in something called Summit, which is in one Vanderbilt. One Vanderbilt opened. It's the building connected to Grand Central. It is the most expensive per square foot commercial real estate in Manhattan. And on the 92nd, 93rd, and 94th floor, they have an extraordinary immersive, I don't know how to describe it other than a central park in the sky. You'll never see Manhattan like you'll see it. A very famous artist named Kenzo, Kenzo Digital designed the entire space. When you talk about being present, you can't help yourself when you're inside of that space. When we were opening that, I looked at it as an inflection point for New York City that was hurting. I mean, if you lived here during the pandemic, you know, there were some strange times and nobody could wait for the, I mean, the fact there's traffic again, that there's crowds in restaurants again, that we can all go out to play, that we're not all stuck inside of our, you know, homes, you know, for, I don't know, depending on how long you were cautious for years, the world reopened. How great is that? I'm so happy to see traffic again. One Vanderbilt to me was an inflection point, a tipping point for what was going to, where was New York going? New York was hurting. New York's been hurting before. It's a resilient zip code. That's what I love so much about it. And a few other things like the Yankees and the Knicks. And the pizza. Jeff Dudan (45:26.795) And the pizza. Eric Yaverbaum (45:30.19) That's right, and the pizza. But to me, it was an inflection point in a pandemic. It was an inflection point where, I mean, it actually opened the second year of the pandemic. The building's filled to capacity. The most expensive per square foot real estate doesn't make sense. Why is that? That building was the most helpful project going on in Manhattan, opened during a pandemic. To me, was an inflection point for the next direction for New York City. And that's what they said about it. And New York City is coming back. like we always do. What an honor to have been associated with that project. Jeff Dudan (46:02.827) Yeah. Jeff Dudan (46:08.491) As you look out in the world today, are there some issues or trends that you are interested in bringing your special skills and making an impact on that would perhaps be part of your legacy? Eric Yaverbaum (46:22.286) Yeah, I'm, you know, it's, you know, I always say Google me, you'll read a lot of great stuff. I don't know anyone who's gonna do that, again, besides my mom. But it's, I wanna be wherever, you know, tomorrow is. I am an idiot, still to this day. I was an idiot when I was a kid in the room. I'm an idiot, you know, all these years later in the room. Because I'm always before the fact. I'm always before it happens. I mean, it's not any great mystery that artificial intelligence is going to be changing the world. Nobody's going to be shocked to hear that statement. The thing about artificial intelligence is, again, just like social media, which I was all, I had social media magazines before social media was. Nobody, I had a Facebook magazine, I had a LinkedIn magazine, I had a Google magazine, and a Twitter magazine. Nobody had them. Nobody thought what I thought about. I knew social media was going to change the way that we all socialized and communicated. And I flipped those magazines and under two, we had 14 million subscribers, just like that, two years. Business in two years, in and out, which is something that I've been doing my entire career. When I said we're being used by social media and we should be using it, I say the same thing about artificial intelligence and that's where we're at right now. Whether you love artificial intelligence, whether you hate artificial intelligence, whether you fear artificial intelligence, whether you embrace artificial intelligence, use it. Use it to do something good because you can. And you know, the fact that technology is developing is not a surprise. It's not new for any of us. There's nobody alive today that won't say, yes, technology is evolving. The rate at which it's evolving. It's warp speed now. The intelligence is feeding upon itself. It's getting faster and faster and faster and faster. How do you use that? Embrace it and figure out a way to use it. And you know, I'm fascinated with artificial intelligence and all of the uses that we don't even know about yet and we'll know about tomorrow. Now, no one's going to say I'm an idiot for saying that. But I definitely want to... Eric Yaverbaum (48:45.774) I want to play there. That's where I want to be right now. Jeff Dudan (48:48.843) AI really shortens the time for people to do coding and all kind of the technical process management, the stuff that people went to school for for a long time to learn how to do. And now it really plays back into the hands of the smart creatives because it's more about the question and it's more about being able to connect the dots across different technologies and different groups and different thoughts and ideas. So people that have the creative thinking and they learn to adopt these tools are really going to be able to accelerate what they do. It's how Google built their, if you read how Google works, I mean, they just hired smart creatives at every position because they really were, they wanted people to be able to see around corners, to ask questions that hadn't been answered before, hadn't been asked before. And I mean, I, the, you know, for me having to go to a programmer now, you know, it would take me three or four or five days to get something done. And now we can whip it up in an hour and get something to look at. It's, it's like a juice, man. It's like steroids for creatives. Eric Yaverbaum (49:51.309) Well, yeah, as it should be. It's fun. It's exciting. It's exhilarating. It's not to be feared. I mean, I'm a writer. I write every day. Is AI going to replace me? Is AI going to be writing my books in the future? Is AI going to be writing my articles? Because most writers, like more writers than not, that's what they're worried about. I'm the opposite. I'm like, you got to be kidding me. Like, I can do my research in five minutes. Jeff Dudan (49:54.795) Yeah. Jeff Dudan (49:59.531) Yeah. Jeff Dudan (50:06.731) now. Jeff Dudan (50:19.403) Yeah. Eric Yaverbaum (50:19.598) I don't need three people to do it and wait three weeks for it. I can do it in five minutes. It's not right in my books, but it can do research for me. Cool. I mean, everything about it, it's just, it's the wild, wild west. I wish I was around during the wild, wild west. I don't know why anybody wouldn't. That's what we're with AI. It's just like we were with social media 20 years ago. That stuff is fun. You gotta embrace it though. Jeff Dudan (50:23.019) That's right. Jeff Dudan (50:48.491) Yeah, the only problem was you only lived to 35, but you know it was Eric Yaverbaum (50:52.462) That's true, that's true. That's why I exercise every day. I'm all about the long game. I want to stick around for as long as I possibly can. Living is too much fun. Breathing is underrated. Jeff Dudan (50:59.907) Yeah. Awesome. Well, Eric, we're up against the clock here. This has been amazing. Really appreciate you coming on. It's been an honor to have you on and share with us today. Last question. If you had one sentence to make an impact in somebody's life, what would that be? Eric Yaverbaum (51:21.486) Don't miss a moment. You don't get them back. Jeff Dudan (51:23.339) yeah. Awesome. Beautifully said, Eric Javerbaum has been here with Jeff Duden, and we have been on the home front. Eric, thanks for being on. Eric Yaverbaum (51:35.63) Thank you so much for having me. It's been an honor. Thank you. You too. Jeff Dudan (51:38.027) All right, take care, sir. Yep, yep. Let's just let that upload for a second.
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Brief Summary In this powerhouse episode of Unemployable, Jeff Dudan sits down with Tommy Mello—founder of A1 Garage Door Service and Home Service Freedom—to unpack his journey from painting garage doors to building a $600M service empire. Tommy shares real, raw stories of grit, leadership, systems, mentorship, and the mindset shifts that unlocked exponential growth. It’s a masterclass in scaling, branding, recruiting, and dreaming bigger than big. This episode is for entrepreneurs who are tired of thinking small and ready to build legacy. Key Takeaways Dream 10X bigger than you think you can —then reverse-engineer the plan to get there. Hire experts and listen to them : Mentors like Al Levi and Dan Antonelli changed everything. Systemize first, then scale : Playbooks, scorecards, and SOPs enabled explosive growth. Pay for performance, celebrate wins : Culture and accountability go hand-in-hand. Invest in personal growth to lead better : Mindset, health, and self-belief compound business results. Give back and stay humble : Tommy shares openly, invites people in, and leads with legacy. Featured Quote “The magic you're looking for is in the work you're avoiding.” — Tommy Mello TRANSCRIPT Who is Tommy Mello? From Painting Garage Doors to Building a Service Empire Tommy Mello (00:00.174) Should be good. Jeff Dudan (00:01.294) Okay, all right, sounds good to me. And we do like the hero's journey, you know? Okay, cool. So we, you know, the podcast is obviously for entrepreneurs. We do the hero's journey. So anything that you're comfortable to share about. Tommy Mello (00:05.302) I got an hour and a half actually, hour and a half. Jeff Dudan (00:18.974) you know, early days, your early business, your early partnerships, stuff like that would be great just to kind of set the tone. And then, man, we'll, so I'll just ask you at the beginning kind of who is Tommy Mello, and you can take that wherever you want to, but, and then we'll just go wherever we go with it. I never seem to have a problem figuring out what to talk about, but I got some, definitely got some things that I'd like to dig into while we're on it. So, sound good? All right, man. Three. Tommy Mello (00:42.37) Cool. I'm looking forward to it. Yeah, let's do it. Jeff Dudan (00:47.57) two one. Welcome everybody. We are on the home front with Jeff Duden and today we have the super entrepreneur and business builder Tommy Mello. Welcome Tommy. Tommy Mello (00:58.162) Hey, pleasure to be here. Thank you. Jeff Dudan (01:00.518) Yeah, excited. I've known you for a few years. I was on your podcast maybe three or four years ago, then got a chance to break some bread with you a few weeks out in Phoenix on your home court. And just, again, just amazed at what's happened for you over the last three, four, five years and excited to share that with all of the people on the home front today. If you don't mind, I'd like to just hear a little bit about You know, how you grew up, anything you care to share. Who is Tommy Mello? Tommy Mello (01:34.374) Yeah, I know it's a great question and I like this question. I'm from Detroit. I was born and raised until I was 16. Mom and dad got a divorce when I was seven years old. Father went through a lot of stuff but was still there for me. My mom worked three jobs, really lower to middle income, figured out a way to make it work. She and I were born on the same day, March 4th. She's 1954. I'm 83 kind of 41. But I learned to work at a very early age. You know, I was mowing lawn shoveling snow started washing dishes when I was 12. I learned if you wanted something you got to work for it. And so I moved to Phoenix when I was 16 finished up high school started a landscaping business. I was busing tables. I mean, what I figured out really quickly was when I wasn't working, I wasn't making money. And I've always heard wealth is actually when you actually make money when you sleep so Started to figure that out early on and I knew I wanted to be my own boss. So Started a landscape company did water conservation analysis That went really good. I was able to kind of have this kind of a Blue ocean strategy that I could save people a lot of money in water and it was a big deal at the time here in Phoenix, so able to convert a lot of deals. I was bringing in about 30 grand a month, which early 20s, that was a lot of money on top of bartending. I was flipping pole flexes. I was flipping cars, I was flipping houses. I was, you name it. And one of my roommates said, do you know how to paint? And I said, I know how to paint, but what are we talking about? He goes, can you paint garage doors? I'm managing a company. And I go, garage door company? Yeah. I can paint Rogers how much he's like 100 bucks a door, but you got to you got to buy the paint. So I went to Home Depot and I found this thing it's called Glidden Speed Co. and it cost 12 bucks a gallon at the time. This is 2005. And he said you could probably paint two or three doors a day. So I hired this old man. I remember the guy was in his it wasn't that old but you know in his late 60s. And he taught me how to fan it on and spray we use his sprayer I paid him a few hundred bucks a door he taught me on three doors. Tommy Mello (04:00.138) And I walk into Home Depot, I buy a... What the heck is it called? It was a Max 5 painter. It was about a $500 machine at the time. And I got to the point where I could paint 10 doors on Saturday, 10 doors on Sunday. I go meet these technicians and they hand me the samples. I called every company I could find in the yellow book. And I became their painter of choice. And I said, guys... Why don't I just do the color match of the house? It'll actually help you. You could upsell it, charge the customer 400 bucks, give me 100 of it. And so they all did it. And I'd meet these technicians and this is when Phoenix was blowing up. And they're like, yeah, I'm making 100 grand a year. And I'm like, man, maybe this is something I need to look into. So my other roommate and I started a business, didn't know what we were doing, made every mistake in the book. I mean, I got in the Yellow Book pages. That's why we named it A1 Garage Door Service. Jeff Dudan (04:40.563) Right. Jeff Dudan (04:55.488) Yeah. Tommy Mello (04:58.39) 2010 I got my mama stepdad to move out help me with the business broke up with a partner Still best friends with him. Just things weren't going I felt like I was working more than he was he was smoking a lot of weed at the time and 2014 I found a really good right hand I found my integrator 2017 I got on the service time to start a podcast 2018. I met out levy the seven power contractor who was been my best consultant. He helped me set up manual standard operating procedures and org chart, come up with a really operational excellence and really started grinding these last few years and we took some chips out the table last year. Ended up getting just under 600 million and I rolled half of that back into the business. So the goal is in two years should be a billionaire. But I'll tell you this, I'm humble. I'm still super hungry. Very modest. I never I don't drive a Lamborghini. I don't flaunt the money. I never try to be conceited about what I have because in a lot of ways I was lucky. The multiples were through the roof. I had an amazing team. I wouldn't have been able to do it with all the great people, but that's who I am today. Jeff Dudan (06:11.986) You know, a lot of people say that, Tommy, and what an incredible story. You know, a lot of people say that about the people, but my experience with you is that you live it. You just mentioned Al Levy, and if you go into your book Elevate, you give props after the key chapters to people in your company that I assume either own those areas of the business or they contributed to helping you create excellence in that business, recruiting, marketing systems, culture, leadership. And you know, that's rare, right? Because usually, you know, a lot of people like to take credit for all of it. And you know, you clearly pay homage to the people that help get you there. So you had a partnership and you know, you had the courage to end it. You know, a lot of people stay in toxic relationships, both in personal and in business situations. What was it that made you end that relationship with certainty? Why were you so clear about it? Tommy Mello (07:18.506) Well, one day he went out of town and I handled all the phone calls. Usually he was on phones and I'd go do the work. And we tripled our booking rate when he was gone for a week. I mean, I fought for every job. I did not miss a call. You know, they say CSR is the best of the best, book 90%. I booked every frickin' call. Like, my life depended on it. Like, someone was gonna die if I didn't book it. And that's how I started the business. I was hungry. And I mean, I went to war. Jeff Dudan (07:36.808) Right. Jeff Dudan (07:42.858) Yeah. Tommy Mello (07:48.158) I mean, I'd make sure I got a five-star review. Before reviews were even a thing, I was getting videos with an old-fashioned camp, you know, that you put the memory stick in before we had phones like this. I was just super like... I had other companies training me. I'd pay them to train me on stuff I didn't know how to do that we'd say no to, so I learned how to do it. And it was like he was my best friend, my roommate, and my business partner. Jeff Dudan (07:57.31) Right. Tommy Mello (08:15.722) It was almost like a marriage except we were not doing anything. It was just good friends. And you know, it was really it was probably one of the hardest points in my life to kind of there's been a few times in my life that I had to really find the inner part of me because I'm not good at this stuff, man. I'm very like I don't fire people. I'm very loyal. But this time I just knew I had to make a change. And so my mom I called her up and I said I'm going to need help. because I don't really have anybody I could trust. That I needed inventory, payroll help. I'm marketing sales and motivation. I'm not good at payroll. I don't like inventory. I had to do that stuff for a while and I hated it. I hated it. So my mom and stepdad moved out and they helped me build a business. I paid my stepdad 65 grand a year. Paid my mom 15 bucks an hour. And my mom made great money. She was a realtor. She figured out ways to make money, but they did it because they loved me. Jeff Dudan (08:48.832) Yeah. Tommy Mello (09:14.682) And you know, they're millionaires now they're retired, but it was tough, man. I'll tell you, I had a really, I remember the day I went up to him and it said, listen, we've got some debt on the business. I want to continue to be your best friend. I'm going to either give you the business, you take the debt or I'll take it. And he thought about it and he says, I want to move to Montana with, to be with family. So, uh, yeah, that's how that went. Jeff Dudan (09:34.536) Right. Jeff Dudan (09:39.167) Yeah. Yeah, I had the same situation. So I started with four partners. I ended up buying 100% of the business in 2004. But it was that third buyout, or the second buyout, the guy before the last one, was my roommate from college. We started the painting business together. We cut our teeth in the hurricane business together. And then we found these other two guys to start this business with. But it was to that point. It was like, we couldn't get to a number. And finally, and I thought I was bringing the value to the business similar to you. I think I was leading the business, our office was growing, we were really doing all the thought leadership and all of that and I just basically said, look, I mean the goal, you know, my thinking was they didn't, I didn't think they would think they could do it without me but I knew I could do it without them. So I basically, I said, look, you're either gonna take, you're gonna, I'm gonna write a number and you're gonna pay it or I'm gonna pay you but that's the number. And. you know, thank goodness he took it. Cause I ended up buying the last guy out and then, you know, growing the business. So, at some point you're on your own now, you're moving forward and then, you know, you're a sales and marketing guy and you're probably outselling. your ability to produce and then all of a sudden, you know, the business is growing and, or you correct me if I'm wrong, but then you have this hundred million dollar brainstorm where you basically say, you know, and I'm not gonna put words in your mouth, but oftentimes I see people at these inflection points and they're like, they're so tired of the stress, they're so tired of like what's not working right, that they basically just take all of their self-limiting beliefs and they say, screw that. Jeff Dudan (11:29.07) I'm not, you know, we're just going to go for it. We're going to, we're going to create a vision that's so big that everybody's dream can fit inside of it and then I'm going to make it happen and I'm going to take these people with me because you said it, man, like you spend your entire life going through life, trying to find those few people that you can actually trust and When you find those people and you can get alignment with them inside of your business and you can get clarity inside of it and it's your vision and it's big enough, that's when big gains can happen. And you've 100X, a thousand X to your business in a very short period of time. And that only happens when you have people that believe in you and that trust your leadership. So you tell us about that $100 million brainstorm, like what led to it? and what it looked like when it happened. The $100M Whiteboard: Tommy’s Big Vision and Reverse Engineering Success Tommy Mello (12:21.418) Yeah, one other comment that when I did sell, I sent Gabe, my old partner, it's nothing much I sent him 250. I gifted him 250 grand. I didn't need to do it. But I just, I wanted to make sure when he saw our success that we were nothing when he went away, by the way, we had a little bit of debt. We owed the yellow book. The business was not doing much. So, um, so, you know, I realized when I leave, he walked in, we were doing 17 million, I think. And he said, man, you're a firefighter. You're one of the best firefighters I've ever met. He goes, you know everything about this business. He goes, but you're the only one that knows it. He goes, you got every answer to every question and you are capable of doing anything. But he goes, you don't empower your people. He goes, you're the problem solver. He goes, Tommy, if I work with you, you're not going to have any problems. You're going to get bored. and you're going to grow and you're going to grow so fast that you're going to have more problems and we're going to get it organized again and then you're going to grow again and you're going to empower get the right people on the bus as Jim Collins would say and the systems actually pick the people so people say the people are the most important thing but the systems are who pick the people so one day i'm in my office and i whiteboard i take this big whiteboard and i wrote 100 million on the top right corner and i pulled out my calculator i said let's just say does um no i wrote i'm trying to think that i start with 100 million i think i wrote 100 million and i said if i could get each guy to do 500 grand a year and this is five years ago or maybe even a little more i said we would need 2 000 technicians so i wrote 2 000 technicians next to 100 million and i said where are we at today we were at like 60 and i said okay so what are we going to need We're going to need full-time recruiters. And I put down a list of the... So I wrote a line all the way down of where we were today. And I know this is hard to see, but I wrote a line backwards all the way to the beginning, the left corner. And I said, here's where we're starting from. What needs to happen in year one? What does it look like in year two? What does it look like in year three, year four? Let's get there in five years. So I wrote down everything and I called up, three of my managers walked in and they looked at the number at the top right and they kind of laughed. They're like... Tommy Mello (14:48.118) What have you been smoking? $100 million in the garage door industry? And I explained it to them and they walked out of there going, we're gonna do $100 million. They bought into my dream. They figured, I'm a math guy. I write down equations and formulas. I live with a calculator. I usually carry a TI-83 with me. And so we just, we had a very concrete plan and we just executed. And you know, like I said, most of home service is all about capacity planning. You need enough technicians and enough leads. And I'm really good at getting leads. And I shifted during COVID my thinking. I thought, how do I get new customers? How do I get new clients? How do I get new customers? How do I get new clients? And then I said, how do I get better people, my internal clients? How do I get A plus players that'll do a million dollars a year in revenue that'll get five star reviews and recruit for me and pick up shifts and not steal and stay organized. And when the shift changed and it took place, everything changed for me. And I started loving my people way more. And I started smiling more and I started enjoying Mondays more. Cause I worked around people that were hand-picked. They were fun, they tell a great story. They look you in the eye when they talk. And that's how we're building the companies. We're so focused on the people. And it's the systems that help get the people. So many people say, I can't even get a good guy to just fill out an application. I'm like, yeah, you think you're gonna find everybody on Indeed and ZipRecruiter? Yeah, that's the unemployment. Jeff Dudan (16:12.934) Now, they're working for somebody. Tommy Mello (16:15.03) That's the unemployment line coming to you there. Jeff Dudan (16:16.946) Yeah, that's right. Yeah. From Leads to Leaders: How Shifting Focus to People Changed Everything Tommy Mello (16:19.123) So that's kind of when it all changed. Jeff Dudan (16:21.79) Yeah, 3% of people are unemployed right now, and those are the people answering your ads. Like, you gotta tap people on the shoulder, you gotta get their attention. Some's gotta snap their head around, and they need to see something that they can get into that serves a need or feeds a desire that they've got. But, you know, generally people wanna be part of something. Like, as long as people know where they stand, they're usually okay. It's when they come in and it's different than what they expected. That's when people get upset. So as long as you can give people a realistic and clear picture as to what's going to happen and then you can deliver on that. You can get some people, you can get loyalty. And that's fantastic. Tommy Mello (17:08.886) Well, what I will tell you about that is you ever see somebody like you watch a movie and the detectives in New York and somebody is retiring and they have the cake and they go out beer and they party they go do karaoke. I said, why don't we do this when they decided to work here. And so throw a celebration that they are willing to gamble their entire family and take a big chance to come work for you. Jeff Dudan (17:22.834) Sure. Tommy Mello (17:36.874) This is their life. You spend more time working than you do with family than you do sleeping than anything. So we got a red carpet. We do a champagne toast. We I read a handwritten letter to the family. We we celebrate them coming. We don't just say here, you're going to follow this guy for the next two weeks. Here's your manual. Go have fun. We actually want to get involved, get to know them, meet their families. You know, I'm not I'm not I'll never be 100 percent happy. I'm always going to be working on getting one percent better. But I'll tell you I do get excited to meet these new people and get to know them a little bit. And I don't, you know, now there's going to be, after the next three months, there's going to be almost a thousand people here. I wish I had a relationship like I used to have, but, and that's why we hire managers to do the same thing that looked and genuinely care about people and want to see them win. I mean, we just got back from Pinnacle Trip in Mexico. We took 61 people with us. Such a great time. And my meeting this morning, I said, listen. Guys, we work 260 days a year. Let's say we average three jobs. Multiply that by your average ticket. You need to have $1,670 to make Pinnacle next year. At three jobs, you could run four and we could pull that number down, or you could run two, you could move that number up. Or you could pick up a shift on a six day. There's no reason none of you could do this. All you got to do is ask. I got ride-alongs. We got Rilla Voice. We've got come back to Phoenix and train. We've got extra training. We've got the market acceleration technician training. Every one of you deserve this. When you look in the mirror and you don't say you want it bad enough, when you say I'm not worth it, I don't deserve it. You shouldn't work for A1. Go work for my competitors. But if you work here, you deserve it. You are welcomed. You're allowed to make money. And some people say, well, I don't sell things people don't need. I go, that's bullshit. I sell things people don't need all the time. I sell things people want. Nobody needs a Mustang. Nobody needs a Rolex. Nobody needs a water filtration system. They wanted it. So we offer things people might want, like the MyQ on the phone so you could open and close your garage. No one needs to open and close their garage from their phone, but they want it. And so I remove excuses. That's what I'm really good at. And I say, what are your dreams? What are your goals? And then I say, that's not big enough dream. I don't want you to own a house. I want you to buy a house every year. Jeff Dudan (19:50.526) Right. Tommy Mello (20:03.326) I don't want you to go to Disney World. I want you to go first class and cut all the lines. I want you to take a month off each year and enjoy your family. So let's remind you of what your dreams are and let's take those down to KPIs and let me give you a reason. I'm not gonna put you on a performance improvement plan, man, because you told me what you wanted. You looked me dead in the eye and you said you wanted this more than life. So let's freak it. Let me help you get to what you want and what you deserve. Jeff Dudan (20:27.018) Yeah, yeah, fantastic. That's awesome. Who was Al Levy? How can people find an Al Levy to walk into their life? Was he a business coach, a business consultant, a friend? How did you find him? The Power of Mentorship: Al Levi, Manuals, and the 7-Power Contractor System Tommy Mello (20:41.646) So Al was a huge consultant. He was number four on my podcast, the home service expert. And I don't know why he found a liking to me. And I was confused at the time, just a hard worker. Maybe I don't know what it was. And he said, Hey, Tommy, I guess he was probably 64. He just turned 70 or 64 at the time. And he said, Jeff Dudan (20:55.346) Maybe it's the energy. Could be the energy. Tommy Mello (21:08.958) Why don't we go out to lunch? I live in Scottsdale So we go to lunch. I hand him my book the home service Millionaire he looks at her and he says this is garbage. We need to rewrite it And uh, he says would you mind if I came and did a shop tour? So he comes into my shop And he goes, can you show me your manuals and I give him this old dusty book of nothing And he goes why are all these calendars on the wall? Haven't you guys ever heard of google calendar? or Outlook and he tripped over a cord and then he said, I could have stole your whole warehouse with your own forklift. There was nobody in there. And then he said, would you consider working with me? I said, I'd love to work with you. And over the course of the next two years, I gave him 350 grand. By the way, I didn't have the money at the time. I was good at making money just to know how to keep it. So he got me the right financial help too, his friend Alan Roar and Gal, her sister. So they came in and helped me and Alan and I sat in a room with two of my best guys. Adam and Brian and we built the manuals one by one And he did ride-alongs with my guys and said every one of your guys do springs differently I'm gonna show you how to get them to all do it the same way He goes you got 25 different trucks because we need to make one truck And one van And he goes you're gonna spend a lot of time building this tommy and i'd walk in there with a new idea every day And he said stop No ideas till we build the fundamentals turn off your damn cell phone Put it in that bucket. We had a bucket we put our cell phones into. And we just worked. We figured out, can you have facial hair or not? What's our tattoo policy? What happens if your truck breaks down? The manuals were 75 pages each. It gave you how to play the game and the KPIs are how to win. And he was super influential. He said, he's trained hundreds and hundreds and hundreds of companies. He retired after me. He said, you're my best student. He goes, you're gonna take this to a whole new level that no one else is gonna be able to keep up with. And if you go to 7pow He does the manuals for people. It's like seven, eight, $10,000. The way I built the business, he gives it all away. He automated the sequence, but Al, without Al, he just turned 70, I would not be where I'm at. He is not only a mentor, but he's like a second dad to me. And I love my dad more than anything, but Al's took me under his wing, protected me. One day he walks in and he took a picture and it was of my van and it was black and white. Branding That Converts: How Dan Antonelli Helped Elevate A1’s Identity Tommy Mello (23:34.898) And he goes, Tommy, tell me what you do from this picture. Like if you would just look at it. And I'm like, ah, it's not very good. Is it? And I had a lot of pride in my raps. He goes, there's this guy, Dan Antonelli it's called kick charge. He did ghetto. He goes, you should probably talk to him. And so I talked to Dan and Dan was like, yeah, that'll be like 25 grand. And at the time I thought that was a lot of money. We were at 40 million at that point. Tommy Mello (24:04.982) Dan ripped me apart and I said, all right, I'm just gonna do a leap of faith. I'm gonna trust you. And we built the character of me on the van. And I had no idea. Like I saw it, I said, Dan, I want it to be like an old school feeling. Like kind of like the Wells Fargo. Like I want it to just the trustworthy feeling that when you pull up, I want it to be vibrant, bright. And I want it to look like no other competitors. And he built the perfect brand. And I didn't have Angie's List on the side. I didn't put everything, springs, rollers, cables, bearings. He just said, no, we're going to put your brand on it. It's going to not be affected by anything else. You don't even need a phone number on it. He goes, it's, people will know who you are. And when I got the brand done, trusting Al Levy and Dan Antonelli, my prices went through the roof. I started charging more because people expected a premium company to show up. I started recruiting way better. Because now my website looked like my billboard, looked like my Val Pak. Everything was my signature strip on my email now had, I had all the color codes right. And my stickers, everything. And you know, then we got the whole building done by Dan Antonelli and the training center. And these are the little things that I coach people on that like I went through the hard knocks. If I knew this stuff when 2007, when I started, I'd be like $10 billion right now. It's like you get... the structure set up, you get the right branding done. Donald Miller wrote the story brand and like your brand has to tell a story. And so Al was just, I mean, he's helped me over and over and over. And I know when I call him, he'll have the answer. He doesn't listen much, he'll just tell me. And I talk a lot, but I'm very silent with him. I just, he does the talking. Jeff Dudan (25:33.599) Right. Jeff Dudan (25:53.866) So you learned, fortunately, at a relatively young age, and you're still a young man for where you are, of course. And you learned the value of listening to experts and getting in the right room and putting the right people around you. You wouldn't be where you are without Al today, or you might get there, but it might have taken longer. What other areas have you found where you've been able to put yourself to get in these rooms and around the kind of people that have made a difference for you? Tommy Mello (26:24.706) That's what I'm the best at. I mean, if I had to have one skill, I was taught everybody this morning, my dad and my grandpa would go three hours in the wrong direction before they asked for help. They were men of men. They didn't need help. They weren't going to ask for help. They could take apart anything and put it back together and fix it. And when I watched them, I decided I'm not going to be like that. I'm going to be the first one. If I feel like I'm at all in the wrong direction, I'm asking for help. So the first thing I did is I looked. I studied so much, I've read thousands of books. I've got over 1,200 on Audible. And I said, who's the most successful industry in home service? And the way I figured that out is who has the most private jets, and it's HVAC. So I found the biggest HVAC companies around the country, right, air conditioning, plumbing, electrical, usually they do the three. And I humbly asked them, I said, I'm a big fan of yours, I read your book, I'd like to come in. Jeff Dudan (27:10.991) Okay. Tommy Mello (27:23.114) I'll fly out there. I want to be a fly on the wall. I'll buy you guys lunch. But I was very humble about it. I didn't say I know everything. I'm going to be a billionaire. You know, a lot of people now are like, oh, I just said, hey, I'm just a guy doing garage chores. I'm in Phoenix. I love who you are. I look up to you. I'd love for you. And I don't want to take a lot of your time. We just kind of want to be a fly on the wall. If I could talk to some people, that'd be great. And Ken Goodrich, Ken Haynes, Leland Smith, Keegan Hodges. These guys don't let me into their home. And they answered every question. They'd let me meet every single person on their team. I could spend time with the CMO, the CFO. And I extracted all this knowledge and I'd fill up a spiral notebook. The difference is with me versus a lot of people is I put it into effect the day I got home. As I actually implemented it because knowledge without implementation is nothing. So. I went and I just said, this is what we're going to do. We're going to apply this stuff. And people thought I was crazy because they're like, great, what shop did you go to now? What book did you read now? And I've kind of had to tame the pace of how much I do stuff. But that's all I did is ask very humbly. And my favorite three letters in the dictionary are ASK in that order. Just got to ask. Jeff Dudan (28:38.698) Have you taken advantage of some of these networks, YPL, Vistage, Genius, these types of things? Tommy Mello (28:45.718) I'm in the Genius Network. I just joined that because Joe Polish is probably one of the best connectors in the planet. I'm in his 100K group. I'm not in YPO. I was in Young Entrepreneurial Council for a long time. That helped me get into Forbes. Now I'm a regular contributor for Ink Magazine. I write an article every week for them. And that builds domain authority, by the way. I've got the highest. website ranking out of any home service company. I can't find anybody even close to me other than 1-800-GOT-JUNK and River Pools, which is Marcus Sheridan that is really good at SEO. So yeah, I think there's a lot of value to be added into those groups. I've traveled to Nextar. They let me come into their home. They let me see everything. I stayed at Julian's house, who's now the CEO. And I started my own thing called Home Service Freedom. We've got a couple hundred members. It'll be a couple thousand here in the next two years because the formula works. Everything that I'm talking about works. Everybody that I've coached in the garage industry has tripled within their first year. Performance pay, branding correctly, recruiting the right people. And my buddy Jody started a company called Rapid Hire. And I hired him and he taught me how to recruit. And we use social media to recruit. Rapid hire is something I think everybody should look at because without them and they're the they're the salt of the earth. I Will say this I? Don't have any enemies There are so many people in this industry home service and home improvement that hate each other. I talked to everybody I don't ever I've when I shake your hand. I come through with it I don't have to look over my shoulder ever and I'm friends with everybody and they all they'll all give me help and I help everybody. If someone wants to come in and learn, I just invite them in. And I have no, people are like, why don't you hold anything back? And I'm like, because I got nothing to lose. I'm already, by the time three months comes, this is gonna be a different company. I'm here to help. And if I can help people grow and change their families and change their communities and change the way we do things in the home service industry, the blue collar industry, I'm giving back that people have given to me. Tommy Mello (31:01.666) for the last decade. This is the least I can do to pay it forward. And that's why all these other guys helped me because they got help. They all had a mentor that helped them. Some of them, several mentors. And that's what we do when we're successful. We pay it forward. Jeff Dudan (31:13.554) You know, people will give you $10 for every dollar you can take from them. I believe that. I've been in business with people and you know, they're transactional people and they're take, and they just burn relationships as they go around. And, you know, ultimately they, you know, I guess they never run out of people, but they never get big. I mean, people wrapped up inside of themselves make very small packages. And We do the same thing. So we run these Meet the Team days and where we bring in candidates and we'll have 15 to 25 candidates in twice a month. And nice size events and all of that, but more often than not, I'll have two or three emerging brands in the back of the room. People I've met at the conference, somebody that saw me speak, somebody that just reached out. And I'll say, hey, if you're an emerging brand and you're trying to grow your franchise, the best thing that you can do is come here. come to our meet the team day, see how we do it. Because at the end of the day, if they don't do it well, and they cast dispersions on our industry because they're not doing it the right way, then that reflects poorly on everybody. We get regulated, all that kind of stuff. So we're interested in expanding the reach and relevance of the sector. And that means people doing it responsibly and people doing it well. And I've got, I mean, I've been involved with 30 or 40 different brands. in some capacity or another consulting, advising, investing or whatever it is. But man, there's probably been a hundred brands that have been through here over the last 15 years. And you never know. Like, and by the way, something always comes back. Some of these people actually have one guy that's a president of two of our brands that built a brand with his family, 113 locations in the state sales space, sold it, went to work there two years. And then he came back and he said, hey, I'm done with this contract. I want to. I want to come to work with you. So you never know what's going to come back, but like paying it forward, it's, you know, and if nothing ever comes back, look, maybe that was our contribution to the universe. Because, you know, the... Tommy Mello (33:16.782) I never give in the thought of, you know, I'm not the godfather. One day I'm going to call you. You know, I never have that expectation. You know, Dan Martell was sitting next to me in this very room. And he said something to me. He said, and it really stands out as, and it's not quite on the thing we were talking about, but he said, you know, Tommy, I charged for my time. He actually is one of my coaches. And he wrote the book, buy back, buy back your time. Jeff Dudan (33:23.128) Yeah, exactly. Tommy Mello (33:45.738) And he said, it's amazing to me how many people I've talked to over the last five years. He built SAS Academy, very successful guy. And he said, it's amazing how many people you give them your price and they, they try to haggle with you. And you know, he goes, I'm really, I'm not cheap. And he told me his price. I wired him the money the same day. And it was lots of hundreds of thousands for one hour a month for one year. And He said, I buy how I want to be bought from. He goes, I attract the top clients ever because I pay full price. I don't haggle. I just, and one day I called him up and I said, you know what really bothers me is I've got plumbers that would do stuff for me at a great price. And I've got people that take care of my houses and my investments and they don't call me. And he goes, what are we talking here? I'm like, well, just yesterday I could have saved 10 grand. He goes, who cares? 10 grand is a rounding error. He goes, that's nothing. He goes, I understand how you were 10 years ago. That's a big deal. He goes, think of percentages instead of dollars at the size you are now. Number one. Number two is he goes, just remember and I start now I buy whole like I've learned this in the last year. I buy differently. Like Bree wants a nice purse. I mean, we just went looked at one the other day. It's 36 grand that I didn't do but you know, I'm like Jeff Dudan (35:14.717) Everybody has their limits. Tommy Mello (35:15.058) I buy how I want to be bought from. And it's amazing what the world does to you. It's amazing how, like, some people go to a seminar and they're afraid to spend $1,000. And yet, you know, then they go, how do you attract customers that spend 30, 40 grand? I'm like, because I put it out there. I attract it, I put it out. Whether it's karma or it's divine intervention, it's Jesus. I just, I have this ability because I attract people. and clients that want to do business with us, they call three companies. I had a guy call me two days ago, Justin Tatum. He goes, the other company was 6,000. We were 16,000. And I said, well, so what happened? He goes, they went with us. That's not, that's a $10,000 gap. But we built value. We told them how the process is gonna work. We showed them the difference. We have different materials. We have trademark parts. And a lot of people, that's the kind of people I attract. Those are my clientele. And I think that's an interesting story because so many people, they won't spend money on manuals. They won't hire the right consultant. They want everything for a deal. They'll end up getting a fractional piece of crap somebody and it'll never happen for them because they're looking to cut corners everywhere and get a deal. Then they wonder why all their clients want deals from them. Jeff Dudan (36:32.426) That's right. Yeah, if you know your, yeah, 100%. Yeah. Tommy Mello (36:34.222) It's crazy how that works. Jeff Dudan (36:39.678) I want to talk a little bit about tools and you know, underneath everything that we've talked about today is a tool. You've got pay for performance, you've got recruiting tools, you've got systems, you've got all of these things. Like when did you start to really create your own toolkit? Because like when you go to these different groups or you go to these different people, man, it's like they've created this system, they've created this process. More often than not, Really, really simple, easy to understand, easy to implement, easy to execute. It's just a matter of people actually following through with it and getting the right toolkit. Um, you know, I'm interested to know your thoughts on, uh, you know, the tools that you build and how you share those with people and how you use those, you know, to create, uh, to create the outcomes that you're looking for. Tommy Mello (37:33.386) Yeah, well, when I got on the service day, and I'll tell you, it's a pretty cool story. After my exploration with HVAC, I was on my fifth CRM. My first one was called Paper. My second one was called Excel. And then I got on several other CRMs. And I was looking to go to Salesforce to build my own custom. I was going to build a Frankenstein and API webhooks and build this. Monstrosity and it was gonna be very expensive and I looked at this demo and this thing's called service Titan And I'm like man. I need this So I call it to the sales rep and he's like, okay great. You're big enough. I could onboard you and So I'm onboarding and then he goes what's your email? I say teamello at a one garage comm And he goes a one garage. That's a weird name for an a track plumbing company. I go no I do garage tours He goes all dude. We don't We can't help you. And then I was like, I was Obsessed with getting on this software. So I called the next sales rep I tried to get my way in I tried to try to even fool being an hvac company to get onto it And no, no Finally, i'm like i'm gonna do a hell mary. I linked in to aura madessi and the founder And I sent this email that this linked in to him and he calls me back and he goes Hey, man, I got your message Jeff Dudan (38:43.779) Right. Yeah. Tommy Mello (39:01.534) He goes, I'm sorry, you got to understand we're really focused. We're trying to take over HVAC plumbing electrical. We're really trying to stay in our own lane here. And I said, Ara, you can go out there and get 100 more HVAC companies. They're not going to be as big as my garage door company. I will get hundreds and hundreds, if not thousands of garage door companies on your software. Don't bet on 100 people, just bet on one, bet on me. And he goes, dude, you're crazy. He goes, I'm telling you, I'll tell you what I'm going to do. It took him a couple of days. He said, I'm sending out 10 product specialists. I only sent out one to companies. You're getting 10. We're going to if anybody's going to make a work, it's going to be useful. Let's give it a shot. And that was when they went into and then I got them their first painter, their first roof, their first company, their first. And, you know, I never I never was big into attribution with him about getting credit because he sends out money all the time. And the company's grown to three thousand people. And its valuation is. Well over 12 billion now. And people always ask, do you own service site? And I'm like, hell no, I wish I did. I don't have any equity in it, none. But that was the first time I realized the technology was so important. And now we use Rilla Voice. Now we use Sherp for automations and it's solving so many problems. Now we use Power BI. So I've got AI, I've got the business intelligence tools and I've got the automations. And here's the deal. And I'm very friendly with all my competition. I've got garage door freedom. I'm friends with all these other home service companies This is i'm saying this in the nicest way, but I don't think anybody has a chance I don't think You know Ray croc said when your enemies are drowning stick a hose in their mouth and I don't try to do that but I believe that I believe we could be a monopoly I believe there's probably going to be some type of rule that they're going to have to break us up here the next five years because We're playing at a whole new level. I always got an open ear. People are always calling me with a new technology, a new system, and I'm open to it. And we implement quicker. And we just, we make it simple. Like you said, keep it simple, Simon. And I'm having a lot of fun, man. Every day, I'm just more energy, more pumped up. I mean, I feel like this is my first day at work. I don't feel like I'm going, I like Mondays. I'm not going to work. Because everything I hate doing, I've hired people that love doing those things. And I get to be me. Tommy Mello (41:29.438) I get to go into my office and do everything I love. I mean, shoot, it's Thursday today. I'm sitting here on a podcast. I love this stuff. Jeff Dudan (41:37.482) Yeah. When did you start doing events? Tommy Mello (41:44.435) Um, my own events probably four years ago we wanted something in the garage door space and uh, so we called it vertical track and all of a sudden it was made for the garage industry and all of a sudden i'm like hey who are you he's like oh i'm a plumber then i met an hr guy then i'm s pest control then i met a painter and i'm like this is for garage doors are like we know well we like your podcast we like your content we just we bought a ticket and i wasn't like vetting them then i was like you can come if you want and it just grew into something bigger Jeff Dudan (42:10.134) Sure. Tommy Mello (42:11.966) And then now we have home service freedom. But I started going to a lot of events, and then people started saying, hey, would you mind speaking? I remember the first event I spoke at. It was Send Out Cards, Cody Bateman. And it was in Salt Lake City. And he goes, would you speak? I got like a thousand people. And I'm like, yeah, I'll speak. And he met me and he's like, dude, you'd kill it on stage. He goes, I've just, he goes, I've never seen you speak. And in my head, I'm going, I've never spoke. and a thousand people way to like lose my virginity of the speaking world. So he they told me they're like it's 45 minutes whatever you do don't effing go over and whatever you do don't go under. And so I'm in the hotel room and I'm practicing. Yeah. And I'm like I'm practicing and I'm like and I got notes written all over my arm and I'm sweating. I mean I'm wearing this light blue shirt. Jeff Dudan (42:55.446) You gotta land it right on the dot. Jeff Dudan (43:00.747) Thank you. Tommy Mello (43:07.314) And I walk out and it was like a heat lamp and I'm like, all right. And I just started and I told stories. That's all I did is tell stories on stage and I ended perfectly. And Cody comes up, puts his arm around me and he's like, dude, you could come back every year. You just blew everybody out of the water. And I mean, now I just get up there because it's like a muscle, you grow it. And now it's like, I don't care if there's 10,000 people. I'm gonna bring the heat. As long as it's my subject matter. Jeff Dudan (43:17.354) Yeah. Tommy Mello (43:37.15) And I love it. I was on stage on Tuesday and a couple people, Josh from Parker and Sons, Josh Kelly, he walks up to me, he's like, I've seen you speak so many times. He's like, that was the best you've ever done by far. He's like, but here's the difference. You made us laugh. You made us cry. You were so passionate. You were all over. You would make everybody feel like they were the only one in the room. And you had fun. Jeff Dudan (43:37.354) That's right. Tommy Mello (44:06.738) And he goes, that takes talent. And he goes, great job. And it was the best compliment I've ever received on talking and a speech. And it was like, I never do a keynote, the same thing. I really try to taper it to the audience I'm talking to. But I really have learned to enjoy it. Jeff Dudan (44:24.534) The stories, as long as you stay inside of the stories, man, it always seems to go well. It just, you know, like talk to what you know, give them your strengths, share your experience. I was just doing an interview for Liberty University right before we got in here. And she asked me this question. I was like, Oh, these would be some good questions to ask Tommy, but you know, they were a little academic and whatever. But her question was, you know, tell me about your, you know, tell me about the challenges or you know, some of the, you know, kind of this broad softball. you know, type thing. And, uh, you know, I thought about it for a good bit. And I said, you know, my, my thing is, is never ask for advice, never give advice, just share experiences. And you know, if somebody's telling you something that they've never done, man, the chance of them being wrong. is high or if I'm giving you like my opinion on something that I've never done, man, you probably shouldn't listen to it. So, you know, stories like I've got, you know, I got 35 years with the stories and home services, man. It's we've screwed everything up. We've gotten shot at. I mean, it's like, you know, going through disasters for 30 years and all of that. I mean, so but, you know, sharing experiences with people, it's like even just thinking about it, man. It makes me light up. And, you know, I've You know, done more speaking lately and, uh, you know, it's, uh, it's something that I've really, you know, doing, like you said, doing this podcast, getting to go out and speak, man, it's, it's my favorite stuff to do. And I also think it brings a lot of value to people. Tommy Mello (45:55.754) It's great. My dad always used to say because he's like, man, if I went back to high school, he goes, I did good in high school. I asked every girl out and he goes, if a girl said no, I was persistent. And he always said, if I knew now, if I knew then what I know now, and I used to hate him, I was like, tell me what you know. I can still use it. And I now I'm like, metaphorically, I've got all these bruises and scars. I remember when that happened. I remember when that happened. I remember, oh, don't do that. Performance pay, spend more time on the process of making sure Jeff Dudan (46:14.119) That's right. Tommy Mello (46:25.634) There's three reasons why a system fails. No, no system, the wrong system, or the system's not being followed. And most of the time it's the third one, the system's not being followed. The performance pay, me and Adam used to sit down, pick up a six pack of beer and come up with a new performance pay. And man, we'd have to change it every three months. We didn't plan on this. We didn't know this. So now I'm really good at it. And, uh, it's like, you can't take away experience. You know, these guys come out of an Ivy league school. They think they know how to run a company. They do not have the skill set of the experience that we have. And I speak to blue collar people. I can't sit in a boardroom and talk graphs and hypotheticals. I'm good at what I do. I know my place. I know what I'm good at, and that's where I stay. And I know there's people that are brilliant, that are smarter than me. They're better at a lot of things, but I've got a lot of experience. I've been through it. I lived in an apartment for four years. We owned the complex, but it was 900 square feet. People are like, why do you live in such a small place when you own seven other houses? I'm gonna go on to be close to my technicians. And they all stayed there. And we lived in this tiny apartment. I drove a 2012 salvage Titan, salvage title Titan, a Nissan Titan. And they said, why do you drive this? I said, till every single technician installed as a new truck, I'm not gonna own a new truck. And that's the deal. It's like I had delayed gratification. I was disciplined and I stayed consistent. And, you know, and I listen. My grandma said she I was her favorite grandson. My grandpa said I was his favorite grandson Because I listened to their stories and I sat there even it was the same story for the 12th time I'd still laugh. I still listened to it. I had ultra respect for my elders And we'd walk my grandpa and I would walk around and I hear eight stories were the same But I'd always hear a new one and I just learned to listen instead of just here and I think that I'm more excited about what I'm gonna learn here in the next few years than what I'm gonna teach. And when you teach, you learn your stuff better, you become more of an expert at it. Jeff Dudan (48:22.918) Yeah, yeah, I was watching this Netflix documentary on Arnold Schwarzenegger over the weekend, and it was pretty cool because it had three seasons of life for him. It had his bodybuilding career, you know, and by the way, like, who had the camera when he was 14 years old in Austria, because there was a hell of a lot of footage of this guy. He loved the camera, like he loved the camera, like way back then, because there was tons of pictures and videos. So then it went all the way up through, you know, then being Mr. Olympian all those times and just a great career. And then, oh, by the way, he was trying to break into acting, but he was doing real estate. So he was a big real estate investor. He ended up with multifamily office buildings, all that kind of stuff. He had an office and he was doing all that. So like he, he had his bodybuilding money. He had his real estate now. Then he went in and then he crushed and him and Stallone are going back and forth for like who's the best leading man in action films. And he had just this huge box, you know, over billions and billions of dollars at the box office. And then politics. So he's had three lives within a life, three lives that any one person would kill to have. You have an amazing life right now. I think I know what's next for you. You're 41 years old. It's pretty clear in what you've said here and also what you've said when we've talked offline that you've got, this is just the beginning for A1 and the other things that you're affiliated with. Do you have aspirations after that to do anything else or have you thought that far about it? Tommy Mello (49:55.602) Well, one of the things I've been working on with Dan Martell is he says you're 75 years old. I want you to think Back to year 41 now What did you do with your life? He said what did you do and I want you to be super descriptive family religion community business So we started working on this And he says if you're buying a plane, I want to know what color it is I want to know that what the seats look like. I want you where did you visit in italy? Who are you with? I want to see what your daily life looks like throughout every year. When do kids happen if that's in your DNA for the future? So I've been working on this. And the one thing I really admire Elon Musk, because he's trying to change, whether it's satellites and bringing third world countries internet or going to space and going to Mars or even Tesla running non-fuel. just the things he's doing is just amazing. And you know, there's Tommy Mello (51:03.094) 2 billion stars in our galaxy and 4 trillion galaxies in the known universe. And that just blows my mind. And that stuff is something that just fascinates me. I don't think I'm gonna go, I'm not gonna like be in NASA or probably be, you know, join SpaceX, but that kind of stuff is politics. I'll probably be a big, I'll get behind big. I just see that is just, it's a dirty game. and people change and they got to kind of conform and I'm not I don't conform well and politics I'd probably be great in but I probably got too many stuff in the closet that would get exploited. So politics is probably out I'll get behind some big people but I just love the idea of space and that you know that's a lot of the stuff I've been thinking about and just we're building a nice house and I know expanding our house and people are like why did you do that? Jeff Dudan (51:45.348) Yeah. Tommy Mello (52:01.797) I'm like Tommy Mello (52:08.682) And I really mean that from the bottom of my heart. I had my dad's 70th birthday. Every one of his brothers and sisters, a family of 12 kids were there. We have so much fun. And before at the apartments, it was like, I wasn't able to do that. And now it's like, how do you build experiences? Because those are what I'm gonna remember. I won't remember the day I worked the 12 hour day and burning the midnight oil. I'll remember all these experiences. And that's what I'm doing in Idaho. And every one of the people that... Jeff Dudan (52:27.754) Yeah. Tommy Mello (52:36.95) that I work with my coworkers, they're allowed to come. People say, don't let anybody see your house. They built the house. So they're allowed to bring their families. They can go swimming, they can spend the night. They're gonna be allowed to come to the Idaho. It's not like, oh, no one could see how much money you've made. They know how much money, they know what we do. We have an open book policy. They know if we hit our goal each month, they know how much we made. We don't hide anything. They know everything. Every single person knows that. I mean, every person that I work with, all my coworkers know where we're at. Jeff Dudan (53:09.274) What's going on in Idaho? What's it look like? Did you buy a ranch? Tommy Mello (53:11.554) So Sandpoint, Idaho. So I'm building, it's a big house on the lake. It's called Ponderay Lake. It's in Sandpoint. And me and Bray went everywhere. We went to Flathead Lake. We went to Lake Minnetonka. I know every lake in Michigan, cause I'm from there. I went to a couple of lakes in Milwaukee. I went to a lake in Texas. And then we go to visit a buddy. His name's Travis Ringy. We went to Sandpoint, Idaho and I fell in love with this lake. He's got a speedboat. And he goes, Hey, by the way, that's the mountain you go skiing on. It's a beautiful mountain that just got bought by winter park. And he goes, you got every snow sport you could think of here. You've got every summer sport you could think of the towns amazing. And so I go to this, he goes, that's called springy point. And he goes, I think the guy that owns bottle bond, the big bar, the most successful bar, I go, yeah, I used to work for less. I go, let's stop by there. So Les walks out and he goes, oh my God, Tommy. And we're talking and he goes, you know, that property next door, five acres is one of the most beautiful properties. And I ended up buying that five acres and we're putting this house and it's like, it's pretty sweet, man. It's I'll send you some renderings, but it's like a dream house and it's just a place that I just want to get away. I could go fishing. There's Gaza. which is a Jack Nicklaus course. It's a country club most expensive in North America. And I'm joining that. I'm not big into snowboarding or skiing. I know how to snowboard. I'm not very good, but gonna get into this stuff and just, I go all in. If I'm having fun, I'm having 100%. If I'm working, I'm 100%. I got this cool poem that's outside of my office that kind of says I mix work with pleasure as well. And I don't know. I don't know exactly how it's going to go. But I mean, right now I moved my builder up to Idaho. I bought another house to move him into. And with the footings are in, the framers are starting in two weeks. And it's, you know, it's twenty five thousand square feet. It'll hold about sixteen couples. And it's. It's a dream. You go hunting up there. The people are nice. I'll have a golden tee bowling alley, golf simulator, all the good stuff. So it's I'm really looking forward to it and building memories there. Jeff Dudan (55:31.942) Are you going to what's about 18 months to build something like that? Tommy Mello (55:37.186) So the expected date was 2026. I started on it late last year. So it was like almost a three year build, but he thinks he's got it down. He thinks it'll be done by the end of next year, but it's two houses with a sky bridge. This summer. Jeff Dudan (55:54.778) Oh, that's going to be sweet, man. Congratulations. That's a dream. Well. Tommy Mello (55:57.27) Thank you. I really, I'm looking forward to it. You know, I always invest in things that go up in value, you know That's one of the things about me if I buy a car I know it'll go up in value like I got the DeLorean and 81 DeLorean there There's only five thousand left and it's done like back to the future. I bought these rocks. They were $60,000 What is the rock called? What? amethyst and My cousin sources the rocks and he's like you could sell each of these for a hundred grand And so like, and these are like the whole peaceful, Vortech type stuff. So like, you know, I definitely, I'm splurging a little bit, but by the time I get done with the house, it'll have so much equity. The house in Paradise Valley, so much equity that I'm adding to it. So very calculated with this stuff, but enjoy it. You only live once. You can't take it away from it. You can take it to the humanity that will last for the time of life. Jeff Dudan (57:00.234) Yeah, man. You know, building, there's, you know, in my book, Discernment, I talk about this balance sheet and, you know, the relationship between creation and consumption. And, you know, I'm happiest when I'm creating. And it doesn't matter what it is, man. It could be a poem. It could be a business. It could be building a house. It could be buying something or putting something together. And then, look, part of it's consumption, right? You got to enjoy the fruits of your labor. You got to, you got to, you know, there has to be some manifestation of. all the hard work that you put into that makes it worth it. But at the end of the day, you know, I bought the I got a big house here on the lake and all of that. But it's just it's just another house until I put people in it. And until I have people over, until we're doing something with it, then it's honestly you know what it is for me. It's I'm on the end of a couch. There's a refrigerator, there's a bathroom, there's, you know, like, I mean, it's just like, that's all it is for me until, until we're doing something with it. So anytime that you can make a good economic investment and also make an investment in enriching your life and relationships, man, it's, it is awesome. Fantastic. Tommy Mello (58:09.89) That's all I thought is I'm like, man, there's a lot of people that come into Phoenix. And I've met a lot of people and I'm like, why don't you just stay with me? I mean, next time you're in town, you stay over. And that's the coolest thing ever is whether it's a podcast. Tommy Mello (58:33.098) You can hang out. I've got the golden tea, three golden teas, big buck hunter, cruising the world. And I'm putting a lot of putting a train to the house because like, man. Jeff Dudan (58:53.368) It does. Tommy Mello (59:11.123) Oh, I probably kicked the wire. Jeff Dudan (59:13.472) Oh, you're back. Tommy Mello (59:15.148) Oh. So. Jeff Dudan (59:16.422) You think we lost that? Jeff Dudan (59:23.698) Well, I don't know what you just said in the last 30 seconds, but man, if you could say it again, I'd love it. We'll cut it. We'll edit it. Tommy Mello (59:30.278) Yeah, so what was I talking about? What? Sorry. We good? Jeff Dudan (59:34.93) I don't know, but it looked good. Tommy Mello (59:41.726) Yeah, okay. Yeah. So, so, in my, so in my game room, when people come over, I got three golden teas, big buck hunter. I've got two card tables. I play a lot of Euker. I play cribbage. You name a game. I can play any game. Sometimes we play golf, literally the card game. We played left, right center the other day, big money game at the house. And we've got crews in the world and putting a shooting range. I got the bowling alley going in. I got the lazy river. And I know this sounds pretentious. People are listening to me right now going, oh, poor Tommy. Jesus. This is not what I'm trying to do because I've ate Campbell's soup for weeks. I lived in a small apartment. I've started from nothing. I know what nothing was given. I just want people to know no one paid for my college. I ended up getting a master's degree, which means nothing in the field I'm in today. But I always say I started from the bottom. Now I'm here. as a funny joke when I go on stage because if you've seen what we've been through, it's true hard work and a lot of discipline and it's late gratification. And the coolest thing in the world is I'm willing to share it all. I'm not this guy that's like, look at me. I don't drive a Ferrari around and it's trying to get a bunch of people. Most of those guys are living in a small apartment and they're leasing a Ferrari anyway. I think it's good to stay humble. Jeff Dudan (01:01:08.298) People that speak abundantly and then by virtue of that or think abundantly and then by virtue of that have success, appreciate experiences. And more often, you know, and I try to explain that to my wife. She's like, because sometimes if I go out, you know, and with somebody like you or other people in my circle that are like that, they'll be like, stay at the house. Right? And my wife thinks it's weird. They're like, why do people go somewhere and then stay at their house? I'm like, well, that's just cause what we do. I don't know why it is what we do, but it seems as you know, the higher up that I've got in these business circles and these groups, you know, it's almost like, hey, just, you know, stay at the house and you don't want to waste any time. Why put somebody in a hotel? You've got all these extra bedrooms anyway. You just stay in the house so you can take it because time is short, right? So if somebody goes through the energy to come out to town and visit with you and you're talking about something that's good for everybody, then you want to have as much time together as possible. So, I mean, I bet, I bet you are going to have a conga line of cool people visiting you in Idaho, hanging out there. There's going to be incredible stories made, uh, memories, stories, and, and probably, uh, great businesses and great ideas that are spawned out of it. Tommy Mello (01:02:05.857) love that. Tommy Mello (01:02:22.002) I'm just going to have to get a little disclosure statement because I'm going to have all the snowmobiles and all the dangerous stuff and the guns. And like, I'm a little nervous about that because me and Bree just got me this $80,000 side by side. It's amazing. And the first day out, we flipped it, which is the right thing to do with a K&M. And Jeff Dudan (01:02:29.258) Oh yeah, yeah people will die but... Jeff Dudan (01:02:43.957) Yeah. Jeff Dudan (01:02:47.873) Yeah, you got to do it. Why you got to get it? Get a break it in. Tommy Mello (01:02:51.398) I broke it in pretty good. And I'm like, you know, me and her were fine. We were, we were seatbelted in and everything, but I'm always worried about like, man, this, these things are dangerous. They're high performance. They go very, very fast. These things go a hundred miles an hour. Snowmobiles are dangerous, man. You gotta like, I've never respected high powered machinery more than I do now. Jeff Dudan (01:03:07.615) Oh yeah. Tommy Mello (01:03:14.698) You know, the story is when I first got onto that lake, Travis took us out on the speedboat. We're going 110 miles an hour and he's standing up and he's slowing down for logs in the lake. And this guy comes whizzing by us and he goes, that's my buddy. And his buddy, we get to this island, he throws us a beer. And Travis, we see him whizz off and Travis calls me up. Few weeks later, he says, yeah, I sold the boat. And he didn't really see anything else. The next summer. I go out there, we're looking at this, the new property. And he goes, by the way, that guy, he flipped that day, six people died. And I was like, well, why didn't you tell me? But he's like, I didn't want to tell you that he was a friend. And it was, that's why I sold the boat. And you got to be very, you got to respect that stuff. You never know. That's one other thing that we said this morning is, you know, call the people you love, because tomorrow's not promised. You never know. You just, you never know when your day is. Jeff Dudan (01:04:11.85) Yeah, yeah, 100%. Tommy, this has been great. Excited to have you on. Is there anything else about Elevate that, you know, what is the one thing? that if somebody's sitting there and they're a million dollar operator, they've had their business for 10 years, they keep hitting that glass ceiling. They got, they got self-limiting beliefs. They don't, they don't believe it's for them. And they just, you know, they've gone up to a million and a half, and then it seems like everything falls apart. And then they shake back down to 900,000, because you've seen it over and over again, and you know, they just, they put themselves back into the size of business and the size of team that they're comfortable with. Like if you could, if you could whisper in their ear right now and tell them one thing. that could you know shake them free what would it be? Tommy Mello (01:05:02.794) It'd be dream bigger. You know, I'm not, there's no doubt in my mind this is gonna be a $15 billion business within six years. Have a plan to get there. Another thing I would tell you, I've been hanging out with Andy Elliot a lot, is you're a billboard. If you look in the mirror, you're not happy. You know, some people, they get very depressed because they focus on what they don't have. They focus on things they can't control. They focus on things that are in the past. You look in the mirror and you're not happy, then get up and frickin' work out. Then eat right next time instead of drinking that 12-pack. Start to look better, start to feel better, start to get the sleep you need, and believe that you're worth more. And make a bigger plan. Whatever your goal is, 3X that. It's not good enough. If you're at a million now, don't beat five million. Go for 20 million. Dream bigger. You're worth it. Look in the mirror and believe you're worth something. When you walk in a room, if you don't think you're the baddest-ass dude that ever walked in that room, then you got a problem. Jeff Dudan (01:05:37.376) Yeah. Tommy Mello (01:06:00.194) Fix it. You can fix it. If you don't think you're worth it, you're not. If you think you are, you are. You got to decide right now if you are or not. And I believe I'm worth every penny. I believe I'm going straight to the top and no one's going to stop me. You're going to either have to kill me because I'm going to fight trying. And here's the deal. I'm not stopping. There's no end in sight. So I hope everybody feels the same way because if you don't think you're anything, you don't think and another thing is be where your feet are when you're at home, be at home. Turn your cell phone off. When you're at work, be at work. Don't be thinking about what's going on at home. Go all in on everything you do, and you'll start winning. Jeff Dudan (01:06:35.91) Awesome, awesome. Tommy, if people wanted to get in touch with you or people wanted to consume more of your content, where would you direct them today? Tommy Mello (01:06:47.778) So Tommy mellow.com there's no W in my name so Tommy mellow.com you can find me on official Tommy mellow everything Instagram tick tock Twitter Jeff Dudan (01:06:55.654) Yeah, nothing mellow about you, sir. Tommy Mello (01:06:59.494) Now, and I got a newsletter and I just happened to open it. I don't normally advertise this, but you get three free months. It's a pretty cool newsletter. There's no ads in it. I write it myself. It's well put together. It's tommymello.com forward slash news. And if anybody wants to come out here, I host a lot of people. I don't charge anything. You want to see our shop, you want to understand performance pay, see our training center, see what we do here. It's tommymello.com forward slash forward slash shop and Come do a shop tour coming out. I'm an open book. I love to host people I think it's it helps my team out. We stay very organized I get to put them under the spotlight and show off what they built and it means a lots of them and it helps us keep things tidy and clean because you never know who's coming in next and Love to have anybody out and I put a lot of content out there If you want to see more, sometimes I'm goofy, sometimes I'm serious, I have a lot of fun. Some people like me, some people don't. I don't really care what the haters say because I've never seen a hater doing better than me. Ha ha ha. Jeff Dudan (01:08:06.998) I love it. Love it. All right. Last question. Similar to the to the previous one. But like if you had one sentence to speak into somebody's life, what would that be? Are we just going to go with the dream bigger? Tommy Mello (01:08:25.134) The magic you're looking for is in the work you're avoiding. Jeff Dudan (01:08:31.294) Wow. Tommy Mello (01:08:33.75) That's what I would tell somebody. I would tell them, definitely dream bigger, stay focused, wear blinders, racehorses wear blinders for a reason. You know, as an entrepreneur, we're 1% of the population, the best of us, we're hunters, other people are farmers. And what I would tell you is, we've got a lot of ideas, but we don't implement a lot. Stay focused, stay focused. One of my buddies, I wrote this down in my book, The Home Service Millionaire. I said, I like to have my eggs in a lot of baskets. He goes, Tommy, what if you put all your eggs into one basket? Imagine how quick it would fill up. Then you could put eggs in different baskets. And I think wearing blinders, staying focused, focus on the one thing. Gary Keller wrote a great book. Have it in your shower. Have it when you're getting ready. Have it in your car. Have it on the back of your phone. Focus on those goals. Put it all in on the one thing and watch what happens. Don't get distractions. Don't get your ADD. Don't listen to your buddy that bought a bar or flipped a house or whatever. Stay invested in the one thing paying you off. So many people divest. They say, now I started making money. I'm going to go move into this big house. I'm going to buy a third car. I'm going to buy a vacation home. Focus on the one thing. Stay disciplined. Have a little bit of delayed gratification and watch it compound. Jeff Dudan (01:09:51.102) awesome. This has been Tommy Mello on the home front with Jeff Duden. Tommy, thanks for being on so much. This has been incredible. Tommy Mello (01:09:58.626) Jeff, you're the man. I'm gonna come out and visit soon. Anytime you're in Phoenix, come stay with me. Jeff Dudan (01:10:04.126) You got it. Likewise, invitation right back at you. All right, and everybody out there, thank you for listening.
Brief Summary In this dynamic and fun episode of On The Homefront, Jeff Dudan sits down with social media phenom Sophie Jamison—better known as Sophie Lightning. From posting Nerf content in her college bedroom to being crowned the world’s first Chief TikTok Officer by Hasbro, Sophie shares the behind-the-scenes journey that landed her on the Forbes 30 Under 30 list. She breaks down how brands can actually win on TikTok, the science behind virality, and how to create content that converts without selling your soul. If you’re serious about TikTok, this episode is a masterclass in Gen Z media strategy. Key Takeaways TikTok's algorithm prioritizes relevance over followers , making it the most powerful discovery engine for brands right now. Content should be creative, authentic, and enjoyable for the creator —otherwise burnout (and low engagement) will follow. Trends are useful, but only if they fit the brand . Don't force your product into every viral moment. First 3 seconds matter most —your hook should clearly frame what the viewer will get from the video. AI is changing the game —from analyzing retention to generating smarter copy, creators who don’t embrace AI will fall behind. Micro-influencers deserve to be paid fairly , not just compensated in product or commission. Featured Quote “Stay true to who you are—and never do it quietly.” TRANSCRIPT From TikTok to Forbes: How Sophie Jamison Became Nerf's Chief TikTok Officer Jeff Dudan (00:03.438) Welcome everybody to the home front. is Jeff Duden and we are here today with Sophie Jamison. Sophie Jamison is a TikTok sensation from way back now. She started in 2019 posting two videos a day. By the end of 2020, she had gained 2 million followers and then Nerf hired her as their first ever chief TikTok officer. She had success in that role. She was also the chief TikTok officer at a kitchenware brand made by Gather. And today she has her own creative agency. We're excited to learn what she's doing there. Welcome to the home front, Sophie Jamison. Sophie Jamison (00:41.418) Thank you for having me. I'm so excited to be here. Jeff Dudan (00:44.076) Yeah, it's been great. And I've really enjoyed going through all of your content and listening to your interviews and very excited today about what we can learn because people like me struggle to understand what we're doing wrong on TikTok and why we're not instantly viral. mean, me watching a football game and eating Cheetos seems to be interesting, but apparently not to the masses. anyway, Sophie, would you share a little bit, maybe some highlights of your journey? Sophie Jamison (01:13.462) Yeah, absolutely. I'd love to. I mean, you covered it super well too in the intro. So I started posting on TikTok back in 2019 because of the COVID pandemic. So came home from college. That was my only aspiration at the time was getting to this dream school and then got sent home to be online anyway. Picked up the camera, know, picked up the iPhone camera and was like, instead of consuming content, I'd love to just try to make it. If you scroll back, those videos were horrible. probably even less interesting than just watching a football game and eating some snacks. But it was that two videos a day, sometimes three, sometimes four, and just really testing and seeing what would work and perfecting the craft as much as possible. It was a lot of YouTube tutorials, a lot of learning, and a lot of deleting those videos once I finally kind of figured it out. Jeff Dudan (02:00.359) Any unboxing videos? Sophie Jamison (02:04.194) back in the day, yep. Nerf blasters, of course. So all the content was about Nerf blasters. I had them lying around. It was something I loved. I love the preparation right there. That's the end series. Jeff Dudan (02:06.446) What did you unbox? Jeff Dudan (02:17.474) Yeah, I walked out of my office for this podcast and I got smacked in the side of head with this today. Is it? How does it work? Sophie Jamison (02:24.726) I think that's the brand new award. Pretty new blaster, yeah, end series. Yep, you pull it back, pull the trigger. One dart at a time. Jeff Dudan (02:35.527) jeez. That's it's got a lot of pop. Sophie Jamison (02:39.19) They've come a long way. Jeff Dudan (02:41.422) Got a lot going. yeah. Dual. All right. Sorry, Anyway, off we go. So you're doing all that. You're doing all the kinds of videos that I watched my 20, now 20 year old watch over the years, unboxing videos, product videos, just all of that kind of stuff. So you're all into it. And by the way, you were playing soccer at the time, no? Sophie Jamison (02:43.498) And that, I mean, that's on the weaker category too of things. Sophie Jamison (03:08.81) Yeah, so I had just gotten a blood diagnosis of von Willebrand, so it's a blood clotting disorder, so I couldn't play contact sports anymore. And I'm not even gonna lie, I was a very good goalkeeper, so that was a challenging time for me. that's another reason why I picked up the Nerf blasters, can't paintball or airsoft, but those are just quite not powerful enough to leave a bruise, so they were the perfect solution. Jeff Dudan (03:32.514) Got it. Awesome, awesome. And Nerf did a, they ran an ad for somebody, for a chief TikTok officer, which was probably the first of its type. And it came across your screen and how did you react to that? Sophie Jamison (03:48.382) It was, it was the world's first, yep. Sophie Jamison (03:54.774) I'll never forget that I got a I got an email from my PR rep at nerf and was like we're doing this and then it was like what I imagine it's like getting drafted to the NFL or something just Constant ringing on the phone if people calling me and being like nerf just put this out you have to apply you have to do this my Optometrist called me my like old eighth grade school teacher like people I didn't even know had my number were sending me this and saying you need to apply I was like I've already applied like we're good I got it covered. Don't worry. then yeah, applied by making TikTok, which was cool. And then had a formal interview and I'll never forget this either. They called me a couple hours later and they're like, can we FaceTime you? We just have to ask you a question. Like we forgot to ask during the interview, but it was actually to tell me that I got the job and they screen recorded that video, which I'm still like, please delete that wherever it is. Cause I just started crying on the spot. Cause I was that excited. Jeff Dudan (04:48.408) That's fantastic. So how old were you at the time? Sophie Jamison (04:53.91) 19. Jeff Dudan (04:55.338) Okay, and you go into corporate and you're dealing with who? Who's in the room? Sophie Jamison (04:59.946) Yeah, so it's the whole marketing team all the way up to the chief marketing officer. I'm working directly with like kind of an associate marketer head of social type position. Jeff Dudan (05:12.248) Okay, and they're staring at you saying, Jameson makes the magic, basically. Sophie Jamison (05:17.974) It was pretty, it was actually pretty chill at first. It was, you know, we love what you're doing, keep doing it and do it for our channel. But then after, so it was a temp three month position and after the three months, they extended it to be like a year long contract. And that's when there was definitely a lot more pressure. This is no longer just like a press grad that we have the Teef TikTok officer. It's, you know, really go and excel in this position, find influencers, work with them. Copyright, plan out the calendars. So the level of responsibility really increased after those three months. Jeff Dudan (05:50.446) Did that position become more of a regular staple inside of consumer -facing brands after that? Sophie Jamison (05:59.068) Yeah, without that title, you know, without the press grabbing title, absolutely that type of position is now pretty commonplace. Jeff Dudan (06:05.984) Okay, and you did a similar position at Kitchen Made. Sophie Jamison (06:09.29) Yeah, Made By Gather, so they have Drew Barrymore's Beautiful By Drew Walmart collection. it was quite different from our Floster's Air Fryers. It was a good time though. Jeff Dudan (06:21.592) So content on TikTok, very raw, very real, under produced type content did well. Obviously it all started with people just dancing and all of that. How has the platform evolved and how have more commercial focused businesses been able to take advantage of it? Sophie Jamison (06:34.078) lip -syncing, yep. Why Every Brand Will Need a TikTok Strategy in 2024 Sophie Jamison (06:47.476) Yeah, I mean, it's it's a completely different app than, when it started. And, it is definitely becoming incredibly useful on marketing teams. I always say that you're missing out. It's going to become table stakes. If you're not on TikTok, it's, it's equal to not being on Instagram. which has become, I feel like almost every brand at least has an Instagram presence. So that front of it, the ability to just reach this incredibly large, untapped group of possible consumers and people who are engaging with your content. is nothing that we've seen on a different platform. Just that one video really can reach these exceptionally high view counts. And the algorithm is just really, really intelligent when it comes to placing the correct content on the right feeds. It's really special. And it's also really changed how brands show up in a lot of ways. They do get to be that more real, less produced. a bit more cynical, silly type of content where we feel a little bit more humanized and connect with the brand on a different level, which I think is so important and is just going to become continually more prevalent. see it on ex formerly known as Twitter right now. A lot of being as, you know, trying to be as relatable as possible and that's just going to continue to grow. Jeff Dudan (08:04.247) In terms of audience size versus Instagram and X and other platforms, where does TikTok rank right now? Sophie Jamison (08:12.18) Yeah, I mean, it's right up there, right? They're all super similar. It's more, in my opinion, the amount of content that's being consumed on the app, the amount of time spent on it, which is higher than these other platforms. And then, of course, that algorithm, like the ability to send content more towards people. Because typically, you're not even seeing the people that you follow as content, whereas Instagram, that's primarily what's showing up on your page. You're seeing completely new people and completely new content. Jeff Dudan (08:38.051) Mm. Sophie Jamison (08:41.17) every single time you swipe pretty much. just the limit of discovery is non -existent. Jeff Dudan (08:49.24) What do you mean by towards people? Sophie Jamison (08:52.436) Where do they use it? Jeff Dudan (08:54.656) So you said the ability to send content towards people on TikTok is different. And I haven't heard that before. Usually you're trying to attract people to watch your stuff. Maybe you're doing some paid to try to serve it up to people. And I don't know if that's what you mean on TikTok or is it something different? Sophie Jamison (09:01.749) Yeah. Sophie Jamison (09:13.525) Yeah, I mean, I just always think about it different. You you can go and you're going to make a video that you're trying to get served to certain people. But there's also this wild card factor where the algorithm knows, like at some point in that video, if it's a skit, maybe they've never ever interacted with the product. But if they consume skit content regularly, it's still getting sent to them. So that's that's kind of what I meant. Jeff Dudan (09:32.512) Okay. Got it, got it. And then rules around what makes great content. If I had a company today or a small business, what would the template look like for me? How often would you tell me to post? How would you tell me to make it? What types of things would we want to post around? Give me some guidelines. How to Win on TikTok: Posting Frequency, Hook Theory, and Analytics Sophie Jamison (10:00.682) I love that question. So for TikTok, I would do three to five posts a week, the more the merrier, but there's this expectation right now of that two a day, which unless you really can support it and every time you're putting out a video, it's quality. If you're just putting it out to hit a certain number, that's a terrible strategy. So really prioritizing quality over quantity, but still hitting, you know, that three to five versus one to two a week. The first three seconds of your video are the most important. That's pretty true to all social, but especially on TikTok. Jeff Dudan (10:21.399) Mmm. Sophie Jamison (10:29.878) They are already scrolling by the time you start talking or by the time your video begins. So you have to basically get them to stop what they're doing and remain on the content. That's how quickly people are scrolling through. that initial hook is incredibly important. Learning from every single video, it's going to differ for each brands. The audience that's viewing that content is different for every single piece of content. So looking at the analytics at five seconds in, we lost 70 % of viewership. What did I do? Did I look away from the camera? Did I pose a question and they didn't respond well to the question? Did the frame cut and we're in a new environment and they didn't like the environment? So it's learning as much as you possibly can from each video and then engaging with that community. would say, know, reply to as many comments as possible. Listen to what they're saying. If they suggest a video, that's not bad. That's not like stealing from them. Give them credit and make that video if a lot of people are asking for it. Like some of my most successful content has been completely from the fans. Here's what we want to see. Here's our favorite content. Like, please post this more and really listening and using that. and then trends are another one. I see a lot of brands, that's their entire social strategy. Please don't do that. You cannot force a trend into every single product that you have. It's just not going to work. I like to do one trend bi -weekly, but it's super rough. It depends on what's going on and if it relates. you're, if you're really trying too hard, people will know that's, that's my biggest piece of advice. Don't try too hard to be relatable. Don't try too hard to be trendy because people are going to call you out. So just be authentic and real. And yeah. Jeff Dudan (12:07.222) Okay, so I want to, I had hooks and trends as categories of things that I wanted to talk about. So we talked about hooks. do have some, maybe let's go back to that. First three seconds of a video. So on this podcast, something that we watch very closely is, you know, initial duration. How long do people listen before they start dropping off? Now we understand that the shorts are important because I might just be running out for lunch and I've got, Seven minutes to get to where I'm going to launch. So I'm to look for a piece of content to consume in the car That's going to be a short. I'm not going to load up an hour and 11 minute podcast I mean we have hour and 46 minute podcast. So, you know those have their purpose But whatever we put out there that we expect people to try to listen all the way through or fit into some sort of a gap Like we understand like it needs to be good right away if I log if I if I pull up a piece of content on YouTube or Instagram or anything. And if it's if it doesn't immediately grab me, then I'm I'm going away from it. And now you do have the ability in the title to create some sort of FOMO like, this is what I'll give. If something has a good hook in the title, I'll give it a little bit more time to get to get to it if I want to do that. But like, so how long is the average tick tock? Like, what's what's the length of a tick tock? Sophie Jamison (13:23.264) Yeah. Yeah. Yeah. Sophie Jamison (13:31.638) 20 to 30 seconds is really what the majority are. Jeff Dudan (13:35.886) Okay, so you got 20 or 30 seconds. The first three seconds has to get them to invest in the last 30 seconds of it. And to your point, there's all kinds of reasons that people lose interest in a piece of content. so in terms of those hooks, like you gave us a couple of great examples, people looking away from the camera, what are some other things that need to happen, absolutely need to happen in that first? Sophie Jamison (13:42.272) Mm Jeff Dudan (14:06.114) three seconds. are your goals for that first three to five seconds? Sophie Jamison (14:09.718) Yeah, great question. So it's framing up what those next 30 seconds are gonna entail. Most importantly, it's here's what I can expect. So whether that's through the title or through the opening conversation, copy sometimes too can be really helpful on that. If they're getting bored, maybe you can grab another couple seconds for them to read your caption and then it will re -engage them into the video. So just really framing what's about to happen and then getting to the point as quickly as possible. Jeff Dudan (14:15.117) Okay. Jeff Dudan (14:30.199) Yeah. Sophie Jamison (14:35.658) You can use, you know, there's tips and tricks. Fast transitions are always great, like cutting between, but sometimes that's just not the type of audience that you want to reach. you know, we're working, if you're, you know, targeting older generations, typically that's less actually have a reason for them to stay. Whereas a younger generation, they really want to see those fast cuts. So it's so much more about storytelling, original content. If it's something that I've already seen somebody do a million times, there's no reason for me to watch it again. I've already seen a bunch of brands do it. If I already know what's happening. So you have to give them something, whatever it may be entertainment, knowledge, information. There has to be something that they can scroll away and say, I gained this from that video. And it can be a laugh. It can be, it can be entertainment. I was thoroughly engaged for 30 seconds, or it can be a fun fact or a new product that they want to try your information, but making sure that you frame the video properly and then give them what you framed up is really important. Reach vs. Trust: Why Not Every Video Needs a Call to Action Jeff Dudan (15:12.502) Right. Jeff Dudan (15:34.69) Got it. are some, so I'm trying to think about this. I'm a, if I'm have a specific business goal, are some clips that you're going to put up, what do call them? Talks or ticks? Sophie Jamison (15:50.888) I, yeah, never. Jeff Dudan (15:51.082) Neither. just did I just did I just show you my age. So OK, some are going to be for reach. Right. This is entertaining. It's funny. You know, somebody smacked into a wall and the crazy thing happened and blah, blah, blah. like that's going to be something that people are going to share. They're going to watch probably more than once because it was really interesting and really cool. So there's just there's just like reach there. The other side of it is like, well, at what point do we get to product education? Sophie Jamison (15:56.406) That was great. Jeff Dudan (16:21.514) And how do we, like, okay, so what? These people showed me this really funny video, but like, what's the point to the business inside of that? So do you break it down into categories where you say, well, this one's gonna be for reach, this one's gonna be for engagement, this one's gonna be liked, shared, or whatever, and then here's one, or do you have to try to get it all in a single piece of content? Sophie Jamison (16:43.606) Yeah, that's a great question too. So I think the majority of the time for myself and this like that influencer marketing of incorporating product, that's what I got Forbes 30 under 34. So this is like my area where I love talking about this. So typically it's in the back of my mind, right? So you want to try to hit as many boxes as you can give people different reasons to remain on that video. But Jeff Dudan (16:58.124) Yeah. Sophie Jamison (17:07.614) A lot of times what will happen is we'll have an influencer who is already making content and then we want to seamlessly integrate a product and that product knowledge into the video to the point where people are commenting, I didn't even know this was an ad. This didn't even feel like an ad. So if we're trying to push something like Blink and Bio, you know, that's going to be a little bit of a different, we're going to have a call to action in there, but the video itself still needs to feel authentic to the channel and not like they were just paid to do it. Not like they kind of sold their soul in that situation. So Jeff Dudan (17:37.304) Sure. Sophie Jamison (17:37.394) It has to relate to the creator who's doing it as well. so for me, Nerf Blasters, I'm not going to go do leggings. know, that's the amount of legging requests I get is crazy. So I'm not going to do clothing really on my channel, but I'm going to do other Blaster brands, that type of thing. And then when you're doing it from a brand perspective, if I'm in -house creating that content, I'm definitely thinking, is this one for reach? Then we're going to definitely form it out a little bit differently. What are they gaining from this? But at the end of the day, it should be Jeff Dudan (17:51.138) Okay. Sophie Jamison (18:06.486) pretty similar and still follow those core beliefs. Jeff Dudan (18:10.328) So it's like reach, trust, education. Those would be some things, some boxes that you want to check on that. All right, well, okay. So let's play game here. We have a fencing brand called Top Rail Fence. And if I was gonna say that we're gonna really focus on that brand for TikTok, then I would have what? Fencing accidents. I would have people driving through fences. I would have people falling in holes. Sophie Jamison (18:18.911) Engagement, Jeff Dudan (18:39.418) I mean, what, you know, it would be, you know, here's the way to, here's the way to, you know, an interesting way to put in a fence pole or something like that. But, something has to be like, okay, that's pretty cool, but it's clearly going to be in and around fencing and it's going to be to try to grow that channel. And, and then once we have the channel growth, you can maybe, do you change the, the concentration of educational product focus stuff? Because now people have trust of that channel and they're going to give you a little bit more time. What's the strategy there to take a new brand that's not currently big on TikTok in any way and then say, all right, it's gonna be a six month, eight step market launches. Am I over the target here? Launching a Brand on TikTok: The Fencing Company Case Study Sophie Jamison (19:25.526) No, yeah, it's gonna be a sprint, not, yeah, you're gonna go for it. So to begin, you're gonna post as much content as you possibly can that's still remaining quality, but you're gonna try as many things as possible. So if it's a fence, we're gonna try skits, we're gonna try like ASMR, we're gonna try instructional videos, we're gonna put up those compilations of... Jeff Dudan (19:29.718) Okay. Jeff Dudan (19:45.91) What do mean by ASMR? Is that like combing the hair of the fence? okay. Sophie Jamison (19:49.878) Or like, you know, installing the fence. I'm sure that there's some nice like woodworking noises Or some type of like talk show style like between the fence with my neighbor play into those types of things Skits I always love to do like bring a sense of humor into it or like my fence is better than your fence that type of thing and then Jeff Dudan (20:01.652) okay. Jeff Dudan (20:07.576) Yeah. So there's a lot of creative. Like this is heavy, heavy creative. Sophie Jamison (20:15.12) Absolutely, that's how you're gonna stand out. The occasional trend sprinkled in there, the occasional, you know, pretty baseline, but then as creative as possible. Jeff Dudan (20:23.182) Okay, so let's go to trends. When I heard you talk about trends on another podcast, an example of a trend would be, and you said it's like, if you don't hit it in the first 24 hours, you might as well not do it. So there's some video or something people are doing that has nothing to do with your product and it's just going bananas. So sometimes what I'll see is there'll be a piece, I'll want to see something and... I'll keep seeing it, but I recognize it's on all these different people's channel. So I'm liking it, but I'm liking it on their channel. It wasn't their piece of content. Is that an example of a trend? Sophie Jamison (21:04.086) Yeah, yeah, essentially. Yeah, yeah. Jeff Dudan (21:04.79) or use of a trend? What practically walked me through how you use a trend? Sophie Jamison (21:14.676) Yeah, yeah, definitely. So that early -ness is super important, getting on top of it as quickly as possible. And sometimes it's predictive even. This is something that it's going to trend. And a lot of times it's either a trending audio or just something completely random. It's usually like this random person posting a TikTok and then all of sudden it does really well. That's how the whole very demure, very mindful trend came about. And then, so you see that instantly and then you bring it internally and you say, can I make this fit? into a brand and the very demure I think is a great example because that can be form fitted into almost any piece of content even with fences you could be like look at my beautiful blue fence very demure very mindful like that type of content so yeah Jeff Dudan (21:57.954) Got it, got it. Now are we targeted at people or are we targeted at the algorithm? Because the algorithm's gonna pick up on the trend and serve it more. Sophie Jamison (22:08.298) Both, both, absolutely great point. Yeah, so the algorithm's gonna serve it and then it's your job to keep them. And if it's a trend, like you're saying that one, we like to see how it fits. Probably gonna watch a couple of that same type of trend style, even if it's with different brands, even if it's the same kind of concept. Jeff Dudan (22:24.344) Got it, got it. This is, you know, it's not free because time, energy, and production and all this type of stuff, but it seems very cost effective. Talk to me about the use of dollars. You know, like is there a lot of boosting? Is the boosting something that is like, well, if you can get it organically, then that's always gonna be better? but you can maybe buy your way into play or how does that work on TikTok? Never Boost Bad Content: Why Paid Media Should Amplify Winners, Not Fill Gaps Sophie Jamison (22:55.286) Yeah, so I... This one grinds my gears sometimes. You can't force it. You really... You can't force it. I don't care how many times you throw something in people's face. If they don't want to watch it, they're not going to watch it. So I always say if it's performing above benchmark of the channel, then that's performing well organically in my opinion. Then we can talk about putting paid behind it because we know that once people see it, they're engaging with it and watching it. So if we have a video that has a 20 % engagement rate, I'm... Jeff Dudan (23:00.692) That's it. Jeff Dudan (23:08.097) Okay. Sophie Jamison (23:24.586) That's great. want to send that out to people. want to continue that conversation. But I'm not going to put out a video, even if I love it, right? Even if I love it, if it's not performing well, I'm not going to just throw money at it and kind of hope and pray for the best. A lot of times what that money is actually going towards is the user generated content or in -house content creators. So to come in and make that content or to repurpose it. And I also love, you know, influencer collaborations as well. So it's always a good combo, a little media mix, but Yeah, never boost something that just because you want to put out for a campaign. Like if we're doing a campaign for a product launch, I'm making five or six videos and then seeing which one performs best and then putting spend behind it. Jeff Dudan (24:06.606) Got it. That makes all the sense in the world. It's a little bit counterintuitive because if you're producing crap content, but you want it to do well, right? You're like, well, maybe if I show it to more people, they'll like it. But that's not the case. You're basically just putting it in people's face and they're saying, we still don't like this. And TikTok's like, yeah, thanks. Now we're annoyed and thanks for the nickel. When you engage with an influencer, Sophie Jamison (24:15.37) Mm -hmm. Sophie Jamison (24:26.518) And now we're annoyed. Yeah. Yeah. Jeff Dudan (24:35.454) Are we paying these people like lump sums? Are we saying we'll do this together and then we're gonna boost it or some combination of lots of different or I guess it could even be some back end, right? If there's a product sale or something with it, there could be a rev share or something like that. Probably all those different ways. Sophie Jamison (24:52.16) Yeah, that's all over the place. So many different ways to activate an influencer, but I am incredibly passionate about respectable pay for influencers and understanding their value to the company. Especially, you know, coming from that side myself, I still work with brands on pretty large deals from my personal channel. So it's respecting those creators enough to pay them what they're worth upfront. Commission is great, but it should never just be commission. It should never just be product. They're actively working on something. Jeff Dudan (25:20.013) Yeah. Sophie Jamison (25:22.038) They know what they're doing, so trust them. I hate briefs. Please do not write an influencer a script ever. You are not them. Like you cannot do it as well as them. And always pay them at least even 50 bucks if they're a micro creator, but just give them something. Jeff Dudan (25:24.684) Yeah. Jeff Dudan (25:29.608) okay. Jeff Dudan (25:37.612) Yeah, yeah, that makes sense. We, yeah, you know, we're, are here on the home front, you know, we're, we've had different sponsorship opportunities. We haven't taken them. We don't, we don't want to promote something that we don't use. You know, we have a real purpose for what we're doing. It's really to support our franchise owners, to create reach inside of that so that And there's a real race for technology in the home services space. So if I can get an owner, a founder of a really cool piece of technology onto the podcast, it helps us get that deal done with them. So there's that. Also national accounts. If there's people that can give all of our franchise owners some work and we need to work our way into that organization, we can generally get an introduction. But if you can get somebody on the podcast and we spend an hour together, It is the whole relationship just goes better and farther. And then, of course, just exposing as we're developing reach inside of this, then as we bring all of our brands forth and be able to start doing some of the things like you're talking about there, it just all, you know, but like we're very much in laying the foundation with trying to create credibility, know, like and trust and those types of things right now. But the other side of it is, is, you know, to your point, it's, you know, there's a Sophie Jamison (26:50.74) Yeah, absolutely. Jeff Dudan (27:00.728) There's a way to do this and there's a way to go right at it. So we're trying to figure out how to take the success that we've had here and evolve that. And each platform, fortunately or unfortunately, they're all at different life cycles. They all have different ways that you need to approach them, people are in ways to be successful on them. Sophie Jamison (27:09.77) Yeah. Sophie Jamison (27:24.212) Hey, I think that's fortunately. That's more fun. Way bigger of a puzzle to solve. Yeah, absolutely. Jeff Dudan (27:27.053) Do you? Yeah. So TikTok specifically, key numbers that you look at. know that we, you know, I know what our numbers are on YouTube and Instagram and all of that, but what are, other than view duration, what are some of the key things that you look at to evaluate a TikTok account? Did you evaluate our TikTok account before you came on? Okay. Well, it would have taken a long time, I tell you that. I mean, there's... Sophie Jamison (27:52.65) I did not, I should have, I could have brought a haul. Jeff Dudan (27:59.392) literally dozens of views on that channel. But what do you look at? Metrics That Matter: Engagement Rate, Shares, and Why Views Can Mislead Sophie Jamison (28:04.97) I've been in the trenches with social audits recently, so I should have jumped on yours. yeah. Looking at engagement rate first and foremost, that's the most important thing to me. Are they liking, sharing, and commenting on this video? Are they engaging with it or just passively consuming it and then scrolling? View, like the vanity metrics are always such a point of contention. The views and the follower count, they matter, absolutely. But they should not be the end all be all. Jeff Dudan (28:10.648) All right, well, know, send me a note. Let me know what you think. Jeff Dudan (28:29.528) Sure. Sophie Jamison (28:35.23) At the end of the day, also focusing on what makes the brand happy and what makes the person making the content happy. I always like to just point that out too. If you have a really like viral series, but it is kind of painting your brand in a bad light or something you don't enjoy doing if you're a creator, you don't have to just submit yourself to that. You can always find another solution and another piece of content that performs well. And also that view count, maybe it just got luckily picked up by the algorithm. It's getting sent out, but then if nobody's commenting on it, then it's really not. doing much for you. Follower count of course matters. That's people that are, you know, committed to seeing what else you're putting out and maybe learning more. That's going to be the people that you're going to have conversations with. They're going to be commenting on your posts. I also really like commenting in general and then looking at the likes of the comments. So sometimes, you know, I'll go leave a witty comment. There's this rapper. I am absolutely like every single post he has. has a bejeweled, that's the worst word possible, but he has a diamond like Nerf Blaster necklace. So those always get so many likes those comments if I go on a Sophie lightning and say like you stole my necklace or something like that. And then when those are getting 50 ,000 likes, that's also translating into follower count. So seeing, you know, engaging with other community members and seeing how those posts perform being witty in that angle. Shares are the most important metric for the TikTok algorithm. So if someone is sharing your posts to a friend, it's also a huge compliment. really think about what that really means. It means I enjoyed this so much that I want to share it with someone else. That's the highest praise I feel like you can get as a creator. So that's that's a fantastic metric to look at. yeah, just making sure that it's I just want to nail this into people. Make sure that it's content that you enjoy, too. That's like the most important metric. Don't post a video if you personally wouldn't watch it unless it's for completely we're talking an extreme brand example or something like that. But Jeff Dudan (30:03.755) Mm -hmm. Sophie Jamison (30:29.332) most of the time, like if it's not something you would consume, then people, who else is gonna consume it? Jeff Dudan (30:34.606) Yeah, we learned that lesson on the podcast. And I think there's a lot of AI tools out there. they say, create. Well, you see it, right? Hey, create 100 pieces of content a day using this AI tool. we had various, it weird kind of our feet underneath us on the podcast. We had various partners and outsources and things like that. And hey, look, we can edit the whole podcast and create a bunch of shorts using this AI tool. We would look at these things and it'd be like, Yeah, mean, they there's complete sentences, but it makes no sense. And we chose to go with a smaller number of releases, but things that we actually list curated ourselves that were interesting to us. And we're fortunate to have talent on the team to be able to do the editing and to and to create the clips. They're they're more under produced than they used to be. So they don't have all the bells and whistles and things going across them. But it's like this is an interesting So, it just, changed, you we started marching right up the hill when we focused on just quality over quantity inside of the podcast. now one thing we did learn too, and I'm interested in your thoughts on that is, and this took a while. I was actually in a marketing mastermind and everybody in there had had a podcast for a long time. And they said, you know, we gave up on new customer acquisition through the podcast because it's, you can't attribute it. Sophie Jamison (31:38.795) Yeah. Jeff Dudan (32:02.126) Really? So they say we're not using it for converting new people as customers, but it's very effective for convincing people. So not converting, but convincing. And you see things all the time on social media where, click in the link in the bio and get your free $97 offer to this, that, and the other thing. And I'm like, OK. That would be if I was interested in that. I would probably click there. is do you have an opinion on that? Are your more successful TikTok channels for like small consumer kitchen, Kitchen Aid, right? Small consumer purchases, I would assume. I don't know what the main products were in the Made by Gather line. I mean, yeah, air fryers like this thing. I don't know what this thing costs. I am holding up a Nerf gun, but $9 .99. OK, so like, know, it's more Sophie Jamison (32:47.122) Yeah, air fryers. Yeah. That's $9 .99. Jeff Dudan (33:00.354) to remind me that or to convince me that, I've got a kid's birthday coming up and I'm definitely just scribble, you now that I've seen people getting shot with Nerf guns in all different ways, I'm definitely gonna be buying eight Nerf guns for the party, right? I mean, I think that's it. Sophie Jamison (33:16.554) Yeah, yeah, and this is another constant battle in this area is, okay, but how many blasters did you sell? Like, this is great, but how many did you sell? And you have to realize that it's just a different purpose and it's a very important purpose as well. if somebody's in the aisle and they're actively about to purchase an air fryer, I want them to remember that video and say, I'm gonna purchase Drew Barrymore's air fryer because of that TikTok. That's not something you can... Jeff Dudan (33:26.518) Yeah. Yeah. Jeff Dudan (33:35.128) Sure. Sophie Jamison (33:46.164) You could never measure that and that's what affects a lot of people's decisions, especially like a regular consumer in the aisle. They're going to remember that one TikTok video and know that this Nerf blaster Sophie Lightning approves of that's great. But chances are they're not ready to buy a Nerf blaster when they're scrolling on TikTok in their bed and they see that video. Jeff Dudan (34:06.444) Yeah, mean, like you can't you're not going to buy something you've never heard of. If you are going to buy something you never heard of, it's because you're in the aisle. There's two air fryers there and you have to pick one. So now you're going to read the box. You might you know, you might pull your phone out and go and look at reviews, which would be reasonable for somebody to do. But you're giving them home like the box is giving them homework to do right there, where if I recognize the one, you know, hey, man. If I'm looking for an indoor grill and I mean, and I see a George Foreman, I'm buying it. You know, I've always wanted one. I've just never had the opportunity to really have a need for one. But if I get an indoor grill, I'm getting a George Foreman grill. And for sure. Sophie Jamison (34:53.43) Yeah. You made a great point there because my generation, we're not looking at reviews. We're not going on Amazon in that aisle. We're going on TikTok and searching that product name. So if there's a video with 10 million views, even if it's completely silly, if it's using that product, then chances are, going to be like, this is the, this is the air fryer I should purchase. So just getting that awareness can then affect people's decisions later on. TikTok as a Search Engine: Why Gen Z Doesn’t Use Google Jeff Dudan (35:02.678) Really? Jeff Dudan (35:17.058) Wow. Who knew? All right, so I'm just letting that soak in. just letting. Sophie Jamison (35:24.374) On that note. I know, I know, it's crazy. I haven't googled something in a very long time. Yeah. Jeff Dudan (35:32.566) Really? It still works. All right, so let's move into obviously deep expertise inside of the platforms that we're talking about here. But you created Lightning Media, and Sophie Lightning was your channel. That was your online name. I read somewhere that it was a whole, that you got that nickname playing soccer. Sophie Jamison (35:56.8) Wow, deep research, yeah. Jeff Dudan (35:59.02) Yeah, deep research. I went to TikTok. Sophie Jamison (36:03.029) Yeah, yep, it was the chant Sophie lightning Jameson coming out on the field. Yeah Jeff Dudan (36:07.84) Really? How cool is that? Is there anything better than having your name called out over a loudspeaker at a sporting event? Sophie Jamison (36:14.742) I mean hitting two million followers was pretty nice too. Jeff Dudan (36:18.336) All right, well yeah, I guess that pays better. All right, well, but okay, so tell us a little bit about Lightning Media. Sophie Jamison (36:25.206) Yeah, definitely. So it's consulting first and foremost. So social audits, you you'll call me and you'll say, we have 10 TikToks on our posts. We don't have somebody here. We can't commit to hiring someone full time. We want to focus on all social. Tell us what we're doing wrong. Tell us what we're doing right. Help us do it. And my goal, it's almost counterintuitive, is to have them no longer need me in six to 12 months. Create such a well -run machine where they understand it. We're going to get them set up on some type of calendar. Jeff Dudan (36:49.431) Okay. Sophie Jamison (36:55.368) automatic posting, whatever they prefer. We're going to get a really nice group of UGC influencers who are going to sign for long -term contracts and basically create a content ecosystem where they don't even need someone internally creating it anymore. It's through the creators. Jeff Dudan (37:11.362) Wow, that's fantastic. then, so then the create, my question was going to be, and you kind of pre -answered it was, what about the creative? know, it's, if they have a creative in the building, you know, you're lucky, and you can't manage them. So they end up getting fired. right? I mean, because they're constantly, but like, you've gotta have them, especially today. So if you don't have a creative, Sophie Jamison (37:36.64) Yeah. Jeff Dudan (37:40.762) you know, mindset inside of the company. Maybe you've got some regular, you know, run of the mill type product and stuff like that. You can help people get it, get the right influencers that can be creating the content on their behalf. Sophie Jamison (37:53.512) Absolutely and doing that speed run trial of finding out what content so being as creative as possible while I'm there and then honing in on the one or two episodic pieces of content that perform well that I can then say here's the baseline now continue doing it Jeff Dudan (38:09.292) OK, awesome. Well, I'm interested in a content audit across our various brands. So we can deal with that offline if you have availability. And then what other kind of stuff? And is that the main focus of what you're doing right now? Are you staying pretty narrow in that niche? Or what's your vision for Lightning Media? Sophie Jamison (38:15.872) love to. Sophie Jamison (38:28.566) Yeah, that's a great question. I wish I had a really great answer for you. I have approached everything in life with a very open mind. So kind of just going in and seeing what exactly the brand really needs and then formfitting it to them versus just saying, here, pay me X amount of money and I'll make 12 posts and do a social audit and call it a day. So if we go in and they're crushing on TikTok, but they really need help on Instagram reels, bam. Or if they have a really good time, like, Jeff Dudan (38:53.965) Mm. Sophie Jamison (38:56.202) This is a perfect example of podcasts getting raw footage and they need someone to go in and cut those pieces and add captions and make it engaging. I'll go and do that. So it's everything from content creation to influencer to data analysts to paid media if need be. And then I've been doing also some strategic creative work for agencies. So coming up with influencer campaigns saying here's the product, here's the video, now go do it. Jeff Dudan (38:59.778) Right. Sophie Jamison (39:24.042) That has been some really, really fun work and great experience as well. Jeff Dudan (39:27.49) Fantastic. Do you have a sense of where the next big blue ocean is going to be in terms of social media, new platforms, or just new user opportunities on side of the existing platforms that exist today? Sophie Jamison (39:42.612) Yes, I don't think it exists yet. That's my firm answer is sometimes there'll be a sleeper app that will subtly take off, it's been out for a while. I don't think it's published yet. It's absolutely going to incorporate artificial intelligence. There's just no escaping that. Jeff Dudan (39:53.729) Okay. All right, what I'm thinking is that is you're promoting lightning .com, which is the next platform made by you. Is that what you're saying? Sophie Jamison (40:05.942) Maybe, maybe, we'll see. No, but yeah, artificial intelligence. If you are not learning up on that right now, you are going to be missing out. That's kind of just like TikTok in 2019. If you weren't figuring that out, you can still figure it out later, but it's so much better to just get in it early while it's still developing. And I use AI from everything, from make this copy sound better to... Jeff Dudan (40:10.529) All right. Jeff Dudan (40:16.237) Yeah. Sophie Jamison (40:32.15) Ooh, at five seconds, what should I say? And of course, taking it with a grain of salt, but it can be a really, really helpful asset. Also for social auditing too, it can go through your content and give you a, you have this weird thing where every 10 seconds into your video, you do a weird cut. Like you should stop doing that. And it's a type of pattern that I personally would have never picked up on. Jeff Dudan (40:51.938) Got it. Do you have some favorite platforms? I know you don't want to give away all of your tools in your toolkit, but do you have some that, two or three that people should really consider using if they're not right now? Sophie Jamison (40:57.93) I will. Sophie Jamison (41:03.958) Yeah, so if you're posting on TikTok, filming on your phone is perfect. And then using CapCut, CapCut is a great free editing app. You can get the premium trial, but they're actually integrated with TikTok. this is not proven, but it's pretty much proven that TikTok will prefer you or favor your content if you use CapCut to edit. So it's kind of a two for one deal because it's a great editing platform. But then also you're kind of getting a 1 % 2 % boost in the algorithm just for using it. Chat GPT of course is great. I'll always just throw a copy in there and say, please make this sound better. And then really just studying the platforms themselves. That's what I spent a lot of time doing is scrolling on TikTok, but try to be as intentional and conscious as possible while doing it. Jeff Dudan (41:37.751) Yeah. Jeff Dudan (41:48.62) Have you started using perplexity AI at all? Sophie Jamison (41:52.232) I've, yes, a little bit dabbled here. Yeah. Jeff Dudan (41:55.733) You've dabbled. Dabbled in it. I find it to be, I like it. I like it for certain purposes. If I was gonna say, give me 10 questions if I'm interviewing Sophie Jamieson, what would 10 questions be? It does good in areas like that, but yeah, we use chat. I'll come in and lay down. 30 or 35 minutes of nonsense and then we'll transcribe it and then we'll put it in chat and clean up. It won't catch everything that I think is important so we might have to go back and insert some concepts or some keywords or things like that. But then we can basically load that into a teleprompter and I can run that and it probably cuts it down to five to 10 minutes. But it's clean and it takes out all of my thinking and all of the. Sophie Jamison (42:28.533) Yes. Jeff Dudan (42:45.196) all of the nonsense and stuff like that. So we'll do that sometimes. Other times it's good just to, if it's tight, just go with it in its raw form or take cuts of it and go with those raw cuts of it there. you know, it's definitely a game because it's as, you know, again, you're trying to do things efficiently, but if you efficiently make garbage that nobody wants to hear or see, then you're just wasting your time. It's really an art. It's a... Sophie Jamison (42:57.003) Yeah. Sophie Jamison (43:11.702) Perfectly perfectly put yeah Jeff Dudan (43:14.766) It's a great mix of art and science. if you grew up, and my son is 20, he's an engineering student at Virginia Tech. He grew up in the YouTube, you know, it's, I'll tell you this story, man. He'd probably kill me for telling this. But that's what editing's for. you know, he's a YouTube nut. and he loved engineering and he loved he loves rockets and he loves airplanes and stuff. So when COVID hit, he bought flights, all the stuff to have a flight simulator on his computer, you know, so he would like he would literally be able to fly act like actually fly airplanes and take them off. there you go. OK, so he's he's interviewing with with a, you know, one of the big. Sophie Jamison (43:53.021) yep. Sophie Jamison (44:00.404) Yeah, there's one upstairs right now. I love it. Jeff Dudan (44:09.664) airline, he's for a deal, like one of the big airline companies, you know, and I'm not going to say which one it is, but it sounds like Boeing. It sounds like a spring, but I'm not going to say which one of this. So he's interviewed and they're like, he's like, and they said, well, you know, he asked, said, well, what's your biggest problem, you know, that you're trying to solve right now? And they said something, he said, well, yeah, that particular aircraft, the problem you're having, he goes, because it's a, it's a single fuselage. Sophie Jamison (44:22.768) I wonder Jeff Dudan (44:39.352) that's in one piece, and then you've got your carbon fiber wrap, and because of that, it's very difficult to get the ovens that you need inside of it, inside of the fuselage and all that, and also with the carbon fiber, it creates problems with the riveting. And the interviewer's like, that's exactly the problem we're having, and of course, he moved on to the next round because of that, and then he called and he said, if you ever complain about me watching YouTube videos again, then this, you know, because he, I mean, he just consumed everything about airplanes and everything about why they worked and how they worked and all that. And then he threw in, course, and by the way, I have over 400 hours logged on that airplane in my flight simulator so I could also fly it. Who else are you going to hire for that? Who else is going to get that internship? But people that grew up in that generation, Sophie Jamison (45:25.192) I love that. Sophie Jamison (45:28.998) Absolutely. Jeff Dudan (45:34.382) They have a real sense for what's good content and what they will just discard quickly So you got to have I mean if you're a company out there And you know you've been doing cabinets or you've been doing plumbing or you've been doing electrical for all this time I see those people trying to make this stuff You know and it looks like old people trying to make stuff. I mean, it's just they did it's just it's almost like it's just not right You know it's it's almost right, and it's a it's a good try but Sophie Jamison (45:53.887) Yeah. Jeff Dudan (46:03.296) It's just not, it just takes a lot of work to get it there, but I also think there's a real feel to it. Sophie Jamison (46:10.09) Yeah, you know. Like, you absolutely know that they're trying to do something that's maybe not comfortable for them. Jeff Dudan (46:12.395) Right. Jeff Dudan (46:16.61) Yeah. And I mean, I see the things that I watch two or three times and then I'll stop myself and I'll take, you know, I'm death scrolling like I shouldn't be. And then I'll look at it and I'll be like, okay, why did I watch that three times? Like, why did I wait? And it's like, because they put the words in here at this point, but they disappeared just so quick enough that I had to watch it again to read the second half of the thing. But there was something interesting, you know, there was a penguin falling down on the ice while I was doing that. Sophie Jamison (46:42.239) Yeah. Jeff Dudan (46:46.348) You know what? Well, actually, yeah, it's I signed up for the three stooges plan on Instagram and it's just people getting hit with, you know, pans and things. But so. Sophie Jamison (46:46.996) Your whole feed is just people falling, huh? Sophie Jamison (47:01.078) it's a reference I get maybe 5 % so. Jeff Dudan (47:04.398) Okay, well, sorry. Casey, like isn't that what we're talking about, Like just 95 % of my audience wouldn't get my three stooges real that I posted. And the 5 % that would are actually over on Facebook. so, all right. Well, Sophie, this has been a lot of fun. It's been actually a good, this has been fun. Is there? Sophie Jamison (47:11.709) Yes, absolutely. Sophie Jamison (47:32.149) Yeah has. Jeff Dudan (47:36.004) Is there anything else that you care to talk about or anything else that you'd like to let our audience know? Any advice, any final words? Sophie Jamison (47:44.224) Yeah, I think just at the end of the day, burnout is super prevalent in this industry, especially in that creative role. Whether you're the person making the content, you're just working on a marketing team. So I'm trying to nail this into you as hard as I possibly can, which is make content that you enjoy. At the end of the day, making content is a dream job in a lot of ways, and it should be fun. People can tell if you're not having fun in the video. So whether that's you need, you're the plumber and you need to hire somebody part -time to come make the content for you or you're a content creator and you need to take a step back and really focus on content that you enjoy. Just yeah, at the end of the day, make sure that it's true to you and it's true to your brand. If you're an influencer, really, really think about brand deals. That's the biggest piece of advice I wish I had had when I first got started. There are some very questionable brand deals I took at the beginning just because I was excited to be there. So to be really really intentional with everything that you do if you're a content creator for sure Jeff Dudan (48:42.124) Nice, great advice. Last question for you, a little more broad. If you had one sentence to make an impact in somebody's life, what would that be? Jeff Dudan (48:55.852) or phrase. Sophie Jamison (48:57.248) I would probably just say, stay true to who you are and never do it quietly. That's how I've gotten successful and I know it's super broad, but nobody ever would have thought that random kid playing soccer was gonna play with Nerf blasters, which would then lead to the Forbes list and all these things and that's just by being myself, so. Jeff Dudan (49:17.454) think that's perfectly said. Thank you for being on. This has been Sophie Jamieson here with me, Jeff Duden, and we have been on the home front. Thank you for listening. Sophie Jamison (49:19.158) Thanks. Thank you. Sophie Jamison (49:29.248) Thank you!
Brief Summary In this fast-paced and hilarious episode of On The Homefront, Jeff Dudan sits down with Sebastian Jimenez—comedian turned tech founder—whose company Rilla Voice is transforming how home service businesses use data from face-to-face sales conversations. Sebastian shares his journey from stand-up stages to startup success, revealing how Rilla captures and analyzes millions of in-home conversations to coach salespeople, uncover behavioral insights, and unlock revenue growth. It’s a masterclass in humor, hustle, and how AI is reshaping the trades. Key Takeaways Rilla Voice transforms live sales conversations into searchable, coachable data using AI, giving companies “Moneyball” insights into sales performance. Top closers talk less —the best reps speak 45–65% of the time and ask 5x more open-ended questions than the average salesperson. Stand-up comedy taught Sebastian the secret to business success : relentless tolerance for failure and iteration. Starting lean taught discipline —Sebastian launched Rilla with just $10,000 and lived on $500/month in NYC while growing his first startup. AI coaching is replacing dashboards —Rilla’s new Rick.AI assistant gives sales managers personalized, voice-trained coaching recommendations. The trades are being revolutionized by smart software—from AI call centers to home-scanning HVAC tools—and Rilla is leading the charge. Featured Quote “The best founders aren’t the smartest, most creative, or even the hardest-working—they just have the highest tolerance for failure.” TRANSCRIPT Jeff Dudan (00:03.808) Hey everybody, Jeff Duden on the home front and I am excited today to have Sebastian Jimenez on with us today. Welcome Sebastian. Sebastian Jimenez (00:12.354) Thank you for having me on, Jeff. I super excited to be here. Jeff Dudan (00:14.7) Yeah, Sebastian is the co -founder of Rilla Voice, one of the hottest, coolest startups in tech, one of the fastest growing companies in the world today. Company that I am super excited in because of the impact that he's made transcribing coaching. There's over 10 billion conversations that happen face to face out there with salespeople engaging with clients. And Sebastian has a vision that he's worked on and capitalized on to create incredible AI. coaching intelligence around all this. Super excited to unpack it with you. Welcome. Sebastian Jimenez (00:51.556) Thank you so much, man. Yeah. I like how you put it there. 10 billion face to face conversations out there that, that people are having with each other. And, yeah, we're going to talk about what we're doing here. But to, to, to me, that was like, kind of like all those conversations happening, nobody's capturing them. They're lost in the short -term memory of the salesperson or the service person who's having them. It's like a, like a lost civilization that was never put into the written record. And so all we're trying to do really, and I'll talk about what real is in a second, but, All we're trying to do is we're just trying to capture those conversations that are happening and make them searchable and indexable and make them useful for companies to make better decisions. So they can all be like Google and Amazon and making really smart decisions about their customers. Jeff Dudan (01:29.43) Where was the moment that you identified this opportunity? You had a startup going, it was something similar, and then you just had this aha moment. Tell us about that. Sebastian Jimenez (01:34.563) Yeah. Sebastian Jimenez (01:39.524) So for those of you who don't know what Rela is, Rela is the leading virtual run along software for outside sales and service, specifically the home improvement industry. So you think of people who sell windows siding, flooring doors, H5 plumbing, electrician, solar roofing, people who sell home improvement products and other outside sales and service people. they talk to people face to face, they record their conversations with the Rela app, and then we use AI to transcribe, analyze, and give them feedback to help them improve their sales and to help their... There are managers who will go virtual ride alongs that are 100 times faster, better, more productive. She asked me where the idea came from. So I've never had a job. always been, I always tell you right before this, my mom likes to call me perpetually unemployed. I've never had a job. I've only done startups. And before this, I used to do standup comedy. So when I graduated college, I just started my first startup and my first startup was a field marketing management software that would help companies like Heineken, Red Bull. Coca -Cola managed their field marketing campaigns. So for those of you who don't know what field marketing is, think of like the Red Bull kids with the uniforms. They go to college campuses and events and they give you Red Bull and they're like, woo, Red Bull. And that's like field marketing, right? Those are brand ambassadors. Our software was a very basic software that was used to manage brand ambassadors in the field. They could take pictures, submit the reports about how the event went. You could manage the brand ambassadors, pay them like an all -in -one field marketing management software. A lot of home service folks will understand this like something like ServiceSite where you could just basically run your entire business on ServiceSite. So this, that we were that for, for field marketing. And one day I was talking to the field marketing manager in Heineken and in her reports on our tool, it said that she, they weren't doing 50 events a week, face -to -face activations in college campuses, storefronts, and so on and so forth. selling seltzer and new products and stuff like that. then it said also that they talked to 100 people per event and she said, yes. And I said, that's 20 ,000 people a month that you guys are talking to every single month, 20 ,000. And then she said, yes, that's about average. And I said, how many markets are like you in Heineken? Because that was just one little tiny market. And she said about 200 nationwide. And I said, 200, that's 4 million people a month that you guys are talking to. Sebastian Jimenez (04:01.412) if the math is correct. And she said, yeah, that's about right. Yeah, that's, that's about right. 4 million people. said, and then I realized that those 4 million conversations they were being had, people were talking about, would try the product. It was like doing in -store demos, like trying the product, saying what they think and leaving. And none of them were captured. And at the same time, I realized Hunnigan was spending like hundreds, like hundreds of millions of dollars every year on social media analytics on surveys, focus groups, market research to try to understand their consumers a little bit better. And from all those sources of data combined, from online sources, surveys, all these different data sources, they were getting like, you know, maybe like 500 ,000 points of interaction every month. So I said 500 ,000 points of interaction where consumers online, 4 million offline, that's eight times the amount of data, right? And it's much more relevant because there's no robot, you know, there's no bot, you know it's real data because it's a person talking to you face to face. It's a real conversation. And I said, what if we could go there and capture all these conversations and give Heineken eight times more data about their consumers that they don't have today? And then I thought, well, that's not just Heineken. 85 % of commerce in America happens offline. People think of Amazon, eBay, they're so big. But if you think about e -commerce, e -commerce is basically 10, 15 % of commerce, eBay, Amazon, all of what you buy online is only 15 % of commerce. Most commerce in America and around the world still happens face to face. You know, somebody going to a store, going to a restaurant. go into a home and talk into another human being face to face, right? I was like, okay, so that's not only Heineken, how many conversations does Coca -Cola have? And then I started thinking, why stop at field marketing? What about the, they have field salespeople that go into the restaurants and the stores to try to talk to the buyers there. Jeff Dudan (05:27.285) Yeah. Sebastian Jimenez (05:39.94) And then I thought, why stop at food and beverage? What about the people who sell windows, plumbing, siding doors, HVAC, electrician? What about the people who sell pharmaceutical devices, medical devices, right? What about the people selling retail stores? You walk into a retail store and then I started thinking about the whole universe, which is what you described. There's 12 million outside sales and service people in America, 10 billion conversations face to face every month. I thought if we could go out there and make all these 10 billion conversations part of the historical record, then maybe we could attempt to build something as magical as Google did. once back in the day where they made the internet indexable. if we could make the same thing happen for offline commerce to give the same power that Google has to understand customers to all businesses around the world? So, yeah. Jeff Dudan (06:19.105) Now, how old were you when you had this epiphany? Sebastian Jimenez (06:24.292) It was 2019 and I was born in 96, so 23. Yeah, or 22. Yeah, 23, 23, 23, yeah. Jeff Dudan (06:28.62) Nice. Okay. so, so you grew up in the D. So you grew up in the, you grew up in the DR and then you came over and you did a program at Yale in 2013. Then you went to school at NYU. how did that, like how, were you entrepreneurial, up until that point when you lived in the Dominican, and then when you, how did you decide to come to the United States? Sebastian Jimenez (06:43.308) Yeah. Yes. Sebastian Jimenez (06:56.108) Yeah, so I knew I wanted to, I learned how to speak English very early on. like I used to watch South Park and Jackass, like all the crappy American, we used to have like pirated American TV. And I learned like by watching the shows, reading the subtitles. So like, if you listen, my voice sounds very cartoonish. Dominicans do not sound like this. don't wanna, I'm like, this is not how we sound. This is a very. Jeff Dudan (07:04.62) That's... Jeff Dudan (07:21.27) So you're patterned after South Park, basically. All right. Sebastian Jimenez (07:23.712) Yes. Yeah. And if you meet me, will like, if you get to know me, you will see like, my God, that makes so much sense. guy's a potty mouth. so I learned how to speak English. I was always like very, I was always in the DR, we like, we look a lot to American culture. Like, there's a lot of there's a big diaspora of Dominicans here in New York City. Miami. So like America is like the end all be all. So we look up to and so I grew up like kind of like looking at just like being kind of all like very close to American culture. And so I always knew I wanted to come to to America and kind of make things happen here. I came to I came to college at NYU. And that was great. In hindsight, because NYU is a college that doesn't really have a campus. You're basically an 18 year old and they just throw you in New York City. That's basically what's happening. There's no camps. I remember when I was coming to, there was like the school tour and there was like a little girl in the front, like a freshman, like giving a tour and saying like, you know, this is like Washington Square Park. And then it's like, there comes a crack head just like screaming at the top of it. He's just like yelling and crazy stuff. And I'm like, is this part of the, because you're just like in the streets in New York. so, and yeah, he's just screaming and all these little kids are like, is this like a performance or like what's happening? and, and so like, yeah, it's just like what it is. And so, and so you're just in New York City. And, it forces you to kind of find your own way. Jeff Dudan (08:47.776) Yeah, that's that's the orientation right there. Welcome to New York. Yeah. Ha ha. no. No, no, that's a Tuesday. That's all that is. Sebastian Jimenez (09:11.148) NYU is not a really good school for people who want to have like the traditional college experience. Cause if you don't find your own way, you're going to get depressed and sad very quickly. And so what I started doing, Brian Chesky, the founder of Airbnb, he has this great quote, which is you are who you are when you, you are who you were when you were growing up, when you were little. That's, that's, that's who you are. And he said, I was a designer because I always love painting and designing things. And that that's who I am. Cause that's who I was when I was growing up. And so I didn't think about that quote. And I said, well, I, Jeff Dudan (09:18.603) Yeah. Sebastian Jimenez (09:41.208) I am a clown, that's what I am. My nature is to be a clown because ever since I was little, I always loved making people laugh. I always loved laughing. I got really into stand -up comedy. I used to watch comedy all the time, like late night TV. I used to stay up late watching pirated versions of Conan O 'Brien and all these different things. So when I came to NYU, I was like, this is the city of stand -up comedy. It's the best city in the world to do stand -up. I started doing stand -up immediately when I was a freshman. And I was doing six shows a day, seven days a week doing stand -up comedy, stand -up comedy, stand -up comedy. And I fell in love with it. And I would say that the biggest thing that I learned from stand there's so many things. I never went to class in NYU. never, like, I just literally just would show up to take my tests so that I could get my visa at the end of the four years. And I would just like, I literally just showed up to class, never showed up to class. Cause it says in my degree, I got a degree in business. That's not true. My actual degree was in standup comedy, cause that's all I learned in college. And everything I learned about business today, I learned from standup comedy. And one of the biggest things I learned was how in order to do something truly great, insanely great, it's not enough to just have a great idea. That's not just like 1%. Like that's, that's not, that's like 1 % of the whole equation. it's also very necessary to fail many times over. Like, a thousand times over to get it right. That's really the secret sauce. I learned this in standup because in standup, it's one of the only art forms where you have to practice in front of a crowd. So like in music and painting and writing and poetry, can practice in your room and make sure that your music sounds good before you show it to people. In standup, you do not have this luxury. As soon as you have an idea, you write it down and immediately you try to go to an open mic and tell some strangers the joke to see if they laugh. And you don't know if they're gonna laugh. You have an idea. Jeff Dudan (11:06.806) That's right. Sebastian Jimenez (11:36.14) Even if you're funny, you don't know because the joke is not ready yet. It's like very half baked. And, but you do this and then you fail inevitably, many different times. And every time you fail, you listen to the failure. You're like, okay, the joke might've been great. There's some funny in there, but the setup was wrong. The punchline was wrong. I lost them at the end when I said the last word or the way I helped the mic. Let me try that. Let me try the same joke, but let me hold the mic there. And you're looking at all these little thousand little variables to actually make the joke, you know, work. Jeff Dudan (11:51.542) That's right. Sebastian Jimenez (12:04.964) And so the best comedians, Dave Chappelle, Kevin Hart, they bombed like 50 % of the time because they're always trying out new material. And so as a stand -up comic, all I was trying to do was generate three new minutes of material every single week. And for that, you have to be constantly generating new jokes. And that is the secret sauce in like any, just really any art form, any creative endeavor, entrepreneurship to me, it's just like, I read the biographies of Walt Disney, Thomas Edison, Nikola Tesla, Steve Jobs. George Westinghouse, I read all these biographies of these insanely great entrepreneurs who defined history. And I said, what was it that made them special? And when you read their biographies, you see a common pattern. It's not that they were the smartest people. They were really smart, but they were not the smartest. They had smarter people around them. Like their IQ, their IQ was not the highest in the world, by the way. They were really smart, but not the smartest people. Was it that they were the most hardworking? They were really hardworking, but there was hardworking people all around them that work just as hard. So that's not it. Were they the most creative? Yes, they were very creative. They were not the most creative. They hired more creative people than they did. Was it the combination? No, because they had very hardworking, very intelligent and very creative people that were working around them that did all of these things higher than they ever did. And so what was the secret sauce that made them so special? The secret sauce is that they had an insane tolerance and appetite for failure like nobody else. That was it. They, Thomas Edison, classic example, 10 ,000 tries to get the light bulb to work. Somebody asked him, you, you fail 9999 times. He said, no, just make it out 9999 times to not get it to work. And then I found the one that did. Right. And, and when he talks about the 10 ,000 tries to get the light bulb, mind you, this is 10 years of him toiling in a lab in Menlo Park, New Jersey, just literally just trying to get this light bulb to work for 10 years. Most people would have given up, but he kept failing and failing and failing and failing and failing and failing similar to Steve Jobs. The first iterations of Apple one and Apple two circuit board. it took them. many years, like, it was like, I don't know, was like almost 10 years to get the Macintosh out there. It was like between five and 10 years. Same with Walt Disney. You look at the first early animations. It's like these crappy little cartoons with Mickey Mouse and then you see color and then you see sound and then you see Snow White and it's like, and then he defines animation for the entire century. The biggest skill that I learned that you needed was that like this insane. Sebastian Jimenez (14:26.148) tolerance and appetite for failure. If you can fail longer and more and faster than anybody else at a micro level, you're just going to learn so much faster and you're going to become unbeatable because you're going to learn every single thing of what not to do. So yeah. Jeff Dudan (14:39.294) Well, and that's it. was Elon Musk's philosophy. He says, we're going to Mars and we've got to launch a rocket ship every hour on the hour. So I need to start blowing them up every week. I mean, my son would show me he'd say, he said, hey, we got another launch. We look at it and the thing would explode. I'm like, were there people on there? He goes, no. And it kept every week. It's like, it's blowing up. And then, know, a couple of years later, he's you know, they're landing on a a robotic pad out in the ocean. And now they're going to be landing right on the launching pad. And it's just it's a testament to saying Sebastian Jimenez (14:48.696) Yes, SpaceX. Sebastian Jimenez (14:58.083) Yeah! Jeff Dudan (15:09.452) You know, it's you have to accelerate your failures Faster and faster and faster to get to where you want to go because there's always gonna be a breakdown before you have a breakthrough Now before we get off the subject my daughter goes to NYU. So I've been spending a lot of time in the city Yeah, it's great. And so favorite pizza Johnson Which one Okay, all right Sebastian Jimenez (15:24.617) that's so cool! Sebastian Jimenez (15:29.838) Favorite pizza, Prince Street pizza. And the Prince, Prince Street pizza. And then you don't have to think about it. Prince Street pizza. Which one's yours? Jeff Dudan (15:38.444) All right. OK. Not John. So she's got a new place right across from she lives on 95 Christopher Street there. And there's a new place right across there. I can't think of the name of it starts with an L right now. But we go to John's on Bleecker. That's good. There's one on Christopher's Luciano's Luci Luci's. Are you looking it up? You looking it up right now? Sebastian Jimenez (15:58.368) Okay. Yeah, she lives in the, I used to live there by the way. She's like in the West Village. It's a really nice place. Yeah. There's a really nice neighborhood. Yeah. Yeah. Yeah. It's like, well, all the musicians, all the artists live. She's the, the Jay Z has like a, that's a really nice place. Like the West Village and the school's right by. So yeah. Jeff Dudan (16:04.896) Yeah, it's not bad. We wanted her to be able to walk to school. Yeah. Jeff Dudan (16:19.916) Yeah, anytime she leaves, I move in and I just go walking around the city. Sebastian Jimenez (16:22.916) Yeah. At least she's you know, she's not in what the other side which is like, what's the alphabet city. That's where you need to get like a whole body armor and then like, make it to squand hard. So Jeff Dudan (16:32.416) Yeah. Yeah. Are you still living in the city? Sebastian Jimenez (16:40.056) I'm in Queens right now. So our company's in Long Island City, Queens, which is like right at the tip of Queens, like five minutes from Grand Central. yeah, cheaper rent. So yeah. Yeah, much nicer. Yeah. Jeff Dudan (16:43.382) Okay. Jeff Dudan (16:48.608) Yeah, yeah, yeah, no doubt. Yeah, awesome. Well, I tell you what, I caught one of your sets on YouTube. Great set. When's last time you did stand up? Sebastian Jimenez (17:01.324) Last time I did stand up, mean, I technically, if you like, I go to shows, I go to contractor shows a lot of the time. that's basically, this whole company is a ruse for me to continue to do stand up. That's what this company is. I basically travel to all these shows and I get to make contractors laugh. So if you count that last week, but when I did stand up proper, I was at a, I was like at a disinvestor dinner like a year ago and the investor said, well, Jeff Dudan (17:13.131) Yeah. Sebastian Jimenez (17:30.308) For tonight's entertainment, we actually have a comedian in the crowd. And so, and it was like a dinner with a bunch of founders, like 25 people and we were like, yeah, so Sebastian, come up and tell some jokes. And I'm like, this month. And then I just, no, my God. I know, but I did all my jokes and they started, cause I'm so out of pocket and they're used to like being all formal, like these techies and all these like tech nerds. Jeff Dudan (17:43.733) That's not the right room, man. It's not the right room. It's not the right room. You know when... Jeff Dudan (17:53.932) Yeah. Yeah. Sebastian Jimenez (17:56.996) And I just started saying all my crap and they were sort of bawling laughing. Because I was just doing my old jokes. I was like, I'm just going to do my 2016 jokes. I don't care, dude. Like, whatever. Jeff Dudan (18:06.784) Hey, you get what you get when you throw you up there. Yeah, I do the same thing. I do a ton of training. I do a ton of speaking. I've got all my stuff worked in there. But yeah, it's just like, it's an excuse for me to get in front of people. I get to do it two or three times a week. And it's just great. It's just great getting in front of people and being able to work through. course, when I do our training for our franchise group, I do like the first two hours and we have six brands. So we're doing a training almost every week. Sebastian Jimenez (18:09.878) Yeah, I don't dare! Sebastian Jimenez (18:23.506) I love it, Jeff Dudan (18:34.73) But you know, I've got my stuff worked in there. You know, you need to, you can't just talk to people for two hours and then not have fun. It needs to, needs to be. Yeah. Sebastian Jimenez (18:40.566) Yeah, yeah, you gotta have fun and keep attention. You gotta keep it. If you're gonna keep attention, you have to throw like a little bit of attention grabbing things in there, right? So. Jeff Dudan (18:47.67) Yeah, yeah, stories, things they don't expect, know, all that kind of stuff. So I've gotten in a little trouble in a couple of, I tried a couple of things in probably the wrong audience and I got in a little bit trouble. But you know, you gotta push up to. Sebastian Jimenez (18:51.469) Yeah. Sebastian Jimenez (19:01.06) All that's the best, dude. The worst time I bombed, the worst time I bombed, it was just, we can trade bombing stories. My brother asked me to do standup in Spanish for the first time. I'd never done standup in Spanish. I'd only done standup in English. And he said, like, come do standup. And I was like, okay, whatever. This guy basically invited like 500 people to his restaurant down in the DR. So I was down there for Christmas. And he said like, this like New York comedian, my brother who's like a New York comedian, kept calling me like a New York comedian. I'm like an NYU student who doesn't know anything. And, and he's like, my brother's in New York. He's going to be doing comedy today. And I go like, dude, how many people are coming? He's like, 500. I'm like, what do want me to do? And he goes like, I don't know. Do you do your thing? I'm like, I've never done it in Spain. He's like, you just translate. I'm like, it doesn't work like that. And he goes, and I go, how much time do you want me to do? And he goes, like an hour. And I'm like, an hour. Do want me to do an hour? Jeff Dudan (19:49.93) Now it does. Sebastian Jimenez (19:56.74) And it was so bad, man. Like the first 15 minutes, you know, you're bombing. There was a lady in the front row was going like this, like with like a rosary, like praying to God for forgiveness. And, and my dad was in the crowd and he was heckling me. He was like, boom, go back to school. You suck at this. And yeah, it was a fun time. Jeff Dudan (20:07.094) Yeah. Jeff Dudan (20:19.328) you What are your favorite clubs in New York? We go to the cellar almost every time I'm in. Sebastian Jimenez (20:26.692) The Cellar is the best club, I would say, probably in the world. It's like between that and the Lab Factory in California. The Cellar is great. didn't, I never, I was never, I did the Cellar like one time for like a comedy class on a Wednesday at 3 .30 PM. I didn't do like the, did it like when like, you know, the waiters are cleaning up, you know what I mean? Getting ready, you know? It's like, they did like a charity show for me to feel special. It's like a make a wish for stand -up comedy, you know? And then. Jeff Dudan (20:32.0) Yeah. Jeff Dudan (20:41.812) Okay, yeah. Yeah. Jeff Dudan (20:53.749) You Sebastian Jimenez (20:55.684) I used to do The Stand, The Stand NYC, which is in Grand Mercy around that area, like 23rd, think it's The Stand. And then I used to do Broadway Comedy Club, I did a couple of times. And then I used to have this regular hosting gig at the Climb and Lounge on 7th Street. But I used to do like all the open mics all over like, know, West Village, East Village and so, yeah. Jeff Dudan (20:59.19) Okay. Jeff Dudan (21:18.86) Nice, nice. Hey, next time I'm up there, man, can we hang out? Sebastian Jimenez (21:23.012) Yes, dude. If you come here all the time. Yes, dude. Absolutely. Yeah, just let me know. Jeff Dudan (21:26.828) All right, all right, we'll do it. I can't wait. I can't wait. You know, I guess we gotta get to business at some point on this podcast. Sebastian Jimenez (21:33.962) Yes, yes, yes! Yes! Sorry, folks! Sorry, folks! We're just having fun here. We're just having fun. We just, yeah. Jeff Dudan (21:36.81) Not really. Yeah. Now, I well, look, but like this is the core of success, though, man. It's like how do people like this is an entrepreneurial podcast. Right. So like, like, you know, people, I think people are so serious, man. And the reason that comedians, I think are some of the they're some of the smartest people. You have to be sharp. You're always thinking about what things mean. I mean, it's like, you know, it's, think it's, I think it's pretty well documented that the best standups are really bright, brilliant type people. And if you can, you can be that creative in the moment, you can put concepts and thoughts together. Plus you're engaging people like, which is the whole, the whole thing. mean, great salespeople are great connectors. mean, we've got this, you know, we're in franchise sales, right? So Sebastian Jimenez (22:21.6) Yeah. Sebastian Jimenez (22:27.071) my god. Jeff Dudan (22:29.708) that we have franchise salespeople and really what it comes down to is like, can you connect with somebody in like 60 seconds? Like if they, if you can connect with somebody like right off the bat, disarm them and get that, get them in the pocket where, you know, they're enjoying the conversation. That's it. Everybody likes to have fun. Everybody likes to, you know, feel good, feel like they're getting something out of it. So, I mean, people that are selling through scripts or just, you know, and you see it, right? Because Sebastian Jimenez (22:36.088) Yes. Jeff Dudan (22:57.868) What you do is basically you made the invisible visible. There's 10 million invisible conversations going on, people selling at the kitchen table, and you have no idea as a company owner what in the world is getting said. The only thing you see, they go into the black hole of the house, they come out, and they either have an order or they don't. But then you know that this salespeople, every lead you give them, they bring you $1 ,000. This salesperson, every lead you give them, they bring you $4 ,000. Sebastian Jimenez (23:02.723) Yes. Jeff Dudan (23:27.786) What's the difference? You couldn't tell until Rilla Voice was created and came onto the scene. And that's really the value in it. what are some of the best insights that you have seen that maybe you didn't expect as you start getting all of this data in from all of these hidden conversations? Sebastian Jimenez (23:39.001) Mm Sebastian Jimenez (23:46.456) Yeah, so like you said, one of the things that you mentioned, was for us, it wasn't the initial value of the product, but it was kind of like an unwitting byproduct of what we did is that we started collecting a lot of conversations. So we've analyzed millions and millions and millions of conversations being had between salespeople selling home improvement products and homeowners at the kitchen table and for the first time, can do this thing that we call Moneyball for Sales, is you, a money ball, which for anybody who wasn't, what's the movie is the movie with Brad Pitt. It's based on a book that basically tells a story of this guy was the manager of the Oakland A's team of baseball. brought the concept of using data science and analytics to playing baseball games. And instead of just relying on human intuition to make decisions, you rely on human intuition coupled with data, a big data analytics to understand what are the What are the inputs in the game that produce the outputs that we want? And so how can you, how can you maximize the chances of winning baseball games by using data? And so that concept was very powerful. It's used all over sports. When it comes to coaching, by the way, I hire a lot of D1 athletes from college. I like to talk to a lot of sports coaches. would be recently interviewed Nick Saban at a conference. I went to the 49er stadium, like recently to see, like, you know, I got the opportunity to go and, and I've met a lot of athletes. And so I'm always talking to athletes. And I'm always talking to sports coaches because I've noticed that the world of sports and like coaching in sports is way ahead of the world of coaching and sales and coaching anywhere else. the sports coaches are the most advanced coaches of all, right? But when you go into any other fast and they use technology and they use analytic and they use data science, right? To, coach their team. So I'm always trying to learn from, from the very cutting edge of coaching, which isn't sports. And so for this concept of data, Jeff Dudan (25:20.992) Hmm. Sebastian Jimenez (25:38.948) right in sports has been around. This is not a new concept. This has been around since 2001. Since this guy Billy Bean brought it to the Oakland A's team of baseball. And so this it's been around for like 25 years. And here we are talking about this big innovation and all this crap like the sports people are like, yeah, I'm excited. Of course, like anybody who does sports in college. One of my customer success reps, she was a D1 hockey player, they get tracked with this, you know, they have like this little sports bra. Jeff Dudan (25:55.851) Yeah. Sebastian Jimenez (26:06.83) that literally tracks your heart rate and how fast you're running and coaches use that data to actually make decisions. And so for the first time ever, we have an opportunity to do the same thing that Billy Bean did for the Oakland A's and what he did for all sports, which is use data science to make better decisions for sales. Because we can analyze the conversations. Not only we could see if it closed or not, we could see why. We could see what happened before that. Because we're getting a bird's eye view into what's happening in the home. One of the first things that we found, analyzed, at this point we had analyzed like 1 million conversations in the home. found, we wanted to understand what is it that makes the absolute top 1 % of top performers different than everybody else when it comes to selling in the home, right? So we looked at people who sell roofing, looked at people who sell windows siding, all home improvement products, and we segmented it by industry and we published all these reports now. We wanted to see what is it that makes them different than the average salesperson? So somebody who closes. You know, the top performers who are in Rilla right now, they're closing $10 million of annual revenue to their businesses, $13 million every year, $15 million. Like the top, very top of the one percent of the top performers, they're closing 10 to $15 million of annual revenue to their businesses. Think about that. Okay. These are people who are literally making seven figures in their own pocket every year, like who are multimillionaires just by doing sales. So we can understand what it is that they're doing differently as a group so that we can kind of mimic that. And one of the first things that we figured out, What is the difference between a $10 million closer and a $1 million closer or a $500 ,000 closer is that those $10 million closers, talk 50 % of the time. So if you look at the talk ratio between the customer and the sales rep, the top performers, they talk between 45 % of the time and 65 % of the time versus a homeowner who talks, it's basically like a 50 -50 split. And the average reps, the average salespeople, they talk between 75 and 85 % of the time. If you lower your talk ratio to that kind of 45 to 65 range, you're putting yourself along with the top performers. And it's what you're saying, Jeff. They have a conversation. They make people feel good. They listen. They understand people's pain points. understand their problems. They have a conversation. They don't go out there like the Shamuels guy and be like, but listen, Mrs. Homeowner, there's more. Wait a second. Wait another hour for me to tell you another thing. They listen. And so that was one of the first things that we found. It's like talk ratio. Jeff Dudan (28:19.474) Thank you. Sebastian Jimenez (28:29.42) lower your talk ratio, you're going to make more sales. Pretty simple. Jeff Dudan (28:33.344) Yeah, that's incredible insight. do you think are other areas of disruption that Rilla and other tools like it can drive, like call center? Or maybe even customer journey before the in -home sales happens? the things that happen up to the point where somebody gets to the front door, what do you see in those areas? And are those areas that you're looking to continue to disrupt as you get this data? Sebastian Jimenez (28:47.278) Mmm. Sebastian Jimenez (28:56.238) Yeah. Sebastian Jimenez (29:03.692) Yeah, so Rilla is moving. Rilla, you can think of Rilla's journey as starting from the moment that the sales rep talks to the customer and we want to help with that entire process after that sale. So that's really where we are. Like that's where our domain is and that's where, and that's what we want to keep growing. And there's so much that we need to build for Rilla. Like right now we built an analytics product that allows you to look at data. The next iteration of that with large language models, which we're building now is a, it's not an analytics product, it's an assistant product. And instead of having Analytics are very annoying for the human brain, especially for our customers. Our customers are salespeople and they're sales managers. Sales managers and salespeople, they're not math creatures. They're verbal people. Their linguistic IQ is insanely hot because they talk to each other. They talk for a living. They're always thinking about what to say and how to say it. And an analytics product is kind of annoying for a verbal user because it's easier to talk and get feedback by talking to somebody. So what we're doing is we're building Rilla. Jeff Dudan (29:37.344) Mm -hmm. Sebastian Jimenez (30:01.846) as a, as a, not as an analytics product, but as an AI product where you could just go in there and say, like, what are the top objections that my team got last week? What, I have a one -on -one meeting with, with, Jose tomorrow. What should I talk about with Jose tomorrow to help them? And then Rilla looks at all the data from all the conversations. It looks at your CRM, whatever it is that you're using. And it looks at Jose's close rates, his average tickets. looks, it looks at all the trends, with Jose. how he's doing compared to the team. looks at all his conversations and then it gives you like a little answer of like, hey, tomorrow you have a one -on -one meeting with those ways. Here's what he's doing really well. Here's what he's struggling with. And here's what you should probably show him to help him understand how to navigate the price objection. Cause that's what he's been struggling with the most recently. And it's just like chat GPT, but it's trained on your conversational data and your CRM data, not just on the general internet data. And so turning that to a language product instead of an analytics product. That's what we're working on. But there's like a bunch of other things that other people are working on as well. Jeff Dudan (31:01.204) Yeah, I've started using perplexity AI a good bit. And, you know, it seems to have a better feel for things like if I wanted to say, hey, I've got Sebastian Jimenez coming on my podcast today. What are the types of questions that I could ask him that he would be interested in answering or stuff like that? It'll give you I mean, it's pretty good. It's it's pretty good. Is. Yeah. Is is. Sebastian Jimenez (31:04.812) Yes. Yes. Sebastian Jimenez (31:17.11) Yeah. Sebastian Jimenez (31:21.806) Yeah, it's basically that it's exactly that it's like perplexity. It uses Google. It looks at information that's real time on Google. Rilla you ask Rilla. We call him Rick AI, our little AI assistant. His name's Rick in honor of Rick Grasso, who was the one of the famed sales coaches in home improvement, who was a friend of the company and he passed away recently. And so we wanted to kind of honor Rick there. So Rick is a coach, right? So So you ask Rick, like Rick, you know, what are the top objections that came up last week? Or I have exactly what you just said. And just like perplexity, instead of looking at Google, it looks at your conversations instead of looking at websites. So it's the same thing. And then you asked another question, which was, what other things am I seeing? before the sale, there's companies, I mean, there's company like Service Times came out with Dispatch Pro. There's another startup called Probook Dispatch, Probook and ServiceSign Dispatch Pro. What they're trying to do is automate the dispatch process, make it AI based instead of a human being. So the AI makes decisions in real time. You have people like Chirp. Chirp is automating a lot of your marketing and a lot of your follow -up with customers. So like, know, hey, we didn't close this sale, let's do a rehash program. There's like other technologies in the home. For HVAC, there's this technology, really, really cool technology called Conduit Tech. Jeff Dudan (32:21.42) That's right. Sebastian Jimenez (32:41.868) which allows HVAC contractors to do the manual J calculation with their phone. So it's basically uses LiDAR technology to measure everything in your home, how many windows, what's the size of the home, everything, so that you can kind of give a accurate temperature load calculation to your HVAC. So you can determine what is the proper size of the HVAC unit based on the temperature that the home actually needs. And so there's like so many technologies that are coming out here for the trades, which is very, very, very cool if you're a contractor getting into the home improvement industry. It's a really great time to be in the industry now because you have like all these companies that I mentioned. There's a Voka AI that's literally automating your call center. Voka, you could literally imagine like calling a contractor, you know, and you want to get some roofing inspection booked on your schedule. Instead of talking to a human being, you'll be talking to an AI agent that sounds exactly like a human being, acts like a human being. It'll be integrated with your with your scheduling systems so that it'll take care of all of it. It's automated call center, right? Which is kind of crazy to think about. And that's a home improvement native company. Like they're not building for, none of these companies I'm mentioning are building for the general use cases. They're building for home improvement contractors. Tyson, the co -founder of Aboka, he's from MIT. George from ProBook, he graduated from University of Pennsylvania. Shelby graduated from Stanford. You have all these insanely smart people. Young kids, like, you Jeff Dudan (33:45.962) Yeah. Yeah. Jeff Dudan (33:57.067) Right. Sebastian Jimenez (34:10.102) all trying to come after the home improvement industry because it's such a special time to be in home improvement. So yeah. Jeff Dudan (34:17.184) When you have contractors that look to onboard Rilla, like who's a traditional customer? Like what's a customer size? And then what are, do people usually put their toe in it or do they go all in with it? Like what's your experience in onboarding contractors? What are they resistant to? And then ultimately, once you see them turn the corner, like what does that look like? Sebastian Jimenez (34:41.304) Yeah, so Rilla is a product that works the more data you have with it, right? Or the more data you have with it as a company, the better the product gets because you could, like all the analysis that we publish on the Rilla Labs, we have this podcast called the Rilla Labs, we're gonna have you probably there soon. In the real after always publishing these insights like like I told you like the talk ratio is an important metric open -ended questions top performers ask five times more open -ended questions than everybody else they ask 25 open -ended questions per hour Versus the average reps asked five open -ended questions per hour the top performers they talk at a talk speed that's about a hundred and eighty four words per minute so a little bit faster than the average even being like 1 .2, but not too fast because the TalkSpeed curve looks like this. It's like a bell curve. The faster you talk, you start getting gains in conversion rates and average tickets. But after you go outside of the 214 words per minute, it starts dropping down because you're talking too fast. Like I talk 220 words per minute. That's very fast. So in a sales conversation in the home, you don't want to do that. You want to stay between 180 and 200 words per minute, which is a little bit, just a little bit faster than the average human TalkSpeed, which Jeff Dudan (35:40.342) That's a lot of words. That's all. Sebastian Jimenez (35:52.164) So you think the average human talk speed is 160 words per minute. So you do 1 .2 X speed. Like you're listening to a podcast at 1 .2 X speed. That's the idea. So we have all these insights that are generalized, right? For the entire industry. And we are publishing them like every week now. And we're doing this, like we did a study on financing. We did a study on promotion. Like we always do these studies, but imagine if you didn't just have generalized data from the industry, imagine if you had your own people learning from the top performers in your team. understanding what they're doing specifically to your own sales process. That's what really lets you do. for us, for the product to not just work, but to be magical and for people to say like, this is the most amazing thing ever, which a lot of our customers do. You have to have a minimum of at least five salespeople in the same account, right? So that's why, for instance, we have a lot of franchise customers, part of being in a franchise, the value that you get is as a small franchise, you could be part of the umbrella account where you get to learn from the other franchises that are Jeff Dudan (36:38.965) Okay. Sebastian Jimenez (36:50.404) in your network. that's one of the big benefits that we have with franchise companies is that they can put their franchises that are maybe like one -man shows or like two sales reps, but they can become part of an umbrella that has 100 or 200 people or 300 people, right? And then they all start sharing best practices from across the country. And so for us, the ideal contractor, you have at least five salespeople or service people in your team. So for home services, you can think of technicians. Five salespeople or technicians in the field talking. And so then you can grab a lot of good data. Think about it. Five people having two conversations a day in the first two weeks or in the first month, you're going to have 200 conversations that real is going to be looking at what's working, what's not working, helping your own salespeople will be getting personalized feedback from an AI coach in their pocket, telling them what they're doing right and wrong, comparing them to the top performers in their team. So you think about that, right? We work with a lot of the top contractors in the country, a of the private equity -backed contractors, a lot of the top franchises in the country. But we also work with companies that are about $5 million, $10 million in revenue. A lot of our customers are in that range of $5 to $10 million, which is usually about the minimum size that you need to get to five salespeople in your organization, about $5 to $10 million in revenue. Jeff Dudan (38:09.738) You had a short stint in private equity right out of school, and then you co -founded this business with two partners. What experience can you share about starting a company, starting it with partners, going out and getting funding? Because I think you raised some capital in the beginning. What was that journey like for you? And what experience can you share about that? Sebastian Jimenez (38:13.666) Yeah. Sebastian Jimenez (38:23.736) Yeah. Sebastian Jimenez (38:32.068) my God. yeah. I'll share. think this will be a helpful experience. So I started my first company, right? in 2018, when I graduated college, I had no money, which is broke. was a standup comedian during college. I didn't make any money, but I remember. It was like one time I was doing stand up in the park and a lady, very nice lady gave me $20 and I thought it was my comedy was good, but she thought I was a homeless person. just like put $20 in. So I didn't have any money. NYU gave me, I got into this accelerator, NYU had for NYU kids and I forced my way in there. They asked me like, what's your big, you know, what's your What's your secret sauce? And I was like, I'm a clown. I'm very funny, I'll tell you that. They're like, how does it help you with that? They're like, do you know how to code? I'm like, nope. I was like, but you should look at my companies, it's pretty good, And so I don't know why they let me in. They're not very good decision makers there. And so they let me into this accelerator and they gave me $10 ,000. And I remember making the math. To me, $10 ,000 was a lot of money. Jeff Dudan (39:38.028) Yeah. Sebastian Jimenez (39:51.46) because I think about it in pesos and $10 ,000 is like a lot of pesos in Dominican pesos. It's like one dollar for every, it's a lot of pesos too. And so was like, wow. And so in my head, I was like, I'm going to use this is it. need this. This is all I need to start, you know, in New York city, $10 ,000. Wow. What a lot of money. And I took $10 ,000 and I remember Jeff Dudan (39:56.852) It's billions and billions. Sebastian Jimenez (40:17.092) My plan was I'm going to make this $10 ,000 last me like a year and a half. So my goal was that I was going to spend $500 a month to live in New York City. And I did that. That's what I did. so my, had, at the previous company, I had two co -founders, they were still in school and I was like the only one working full time on it. And, the idea was like any money that we make, we're just going to use it for me to maintain myself. Cause you guys are still in college and I'm the only one doing this full time. And so, I lived in New York City with $500 a month. so the way I did that was I split, I split this like really crappy apartment with my girlfriend at the time. And we lived in like this base, you can only describe it as like a base, it's a basement that we lived in Williamsburg and there was like rats and there was like, it was like a very bad apartment, not like the West Village apartments. This is not enough. This is like right on top of the L train stations, subway, it was very bad. I paid $400 for rent, which in New York is very bad. And then I would eat dollar pizza and Nathan's hot dogs three times a day. And so that would come out to $90 a month, because it was $3 a day, 30 days in a month. So that was $490. then once a month, maybe I would treat myself to Chipotle if I could afford it. Jeff Dudan (41:24.342) Yeah. Jeff Dudan (41:41.929) Yeah. Sebastian Jimenez (41:42.564) And then it's allows my money and so I remember the first time I closed my I closed a $30 ,000 deal with my first company in November 2020 2018 and I almost started crying because to me it meant that It wasn't like well, it was it was increasing my monthly revenue from like 500 or my monthly you know, expense, I could spend not just $500, I could spend $2 ,500 because it was like $30 ,000 divided by 12. And it also meant in my because I'm an immigrant. And so being an immigrant in this country, you like when you graduate school, they give you a visa, you have three years, I knew I had three years to figure it out. And so when I made that first deal with the $30 ,000, I remember like crying in the streets, me like, my God, my God, because I was going to get it to me. It was like, if I figure that out, how to make money, was like, I was gonna be able to stay in America. And so, I was so happy. And so, and remember, it was like $2 ,500. That's like still below the minimum wage line. I was like, but to me, I was like, this is, because I was still used to spending $500 a month. So 2 ,500, I was like, five times like, why do I do it? I'm rich, like, I don't know what I'm doing with all this money, like $2 ,500. And so that was really important because Now, in real life, still like, you mentioned we're one of the, and we are, we're one of the fastest growing companies in the world today. And in history, like, if you look at our numbers, we went from like zero to $20 million of annual recurring revenue in our first two and a half years. That puts us ahead of Salesforce. Apple, in the first two years, we grew faster than Apple, Figma. Amazon, to give everybody perspective, went from zero to 15 million of annual revenue in the first few years. We went from zero to 11. Jeff Dudan (43:20.638) Wow. Yep. Sebastian Jimenez (43:34.094) So in the first two years, we're like right between, we really are growing fast, but we're also one of the most capital efficient companies because we don't have that many employees. We've kept it pretty lean because we have this DNA of like literally squeezing the most juice out of all the money so that we can be, and it actually helps us grow faster. The fact that we're really lean, but I learned that back then. the purpose of the story is like, it's really, Like I remember, now I still think like, I can do that with just $10 ,000. You know what I mean? Like I could give myself the time. I could give myself a year and a half with $10 ,000, but you really remove a lot of the vanity of life, all the stuff that you think that you need. I mean, I didn't need anything because that was like a, like I was a dumb, like 22 year old. I'm like, and I think that was, that was really good that it's cause I was a comedian. Jeff Dudan (44:20.458) and you don't. Yep. Sebastian Jimenez (44:29.924) And as a comedian, like I said, stand up, if you're prepared to do what it takes, you just know that you're gonna be poor for 10 to 20 years. If you wanna be one of the best comedians of all time. Kevin Hart, he made no money for the first 10, 15 years. Bill Burr, Louis CK, they didn't make any money for the first 20 years of their, and then they got big, right? Because they were so unbelievably good. And so. Jeff Dudan (44:49.344) Well, Seinfeld said that if he had money, he couldn't have done it because it was too hard. Like if you have, like you probably just by all the success just killed your stand -up career. Sebastian Jimenez (44:55.16) Yeah. Yeah. Sebastian Jimenez (45:03.812) Well, yeah, yeah, yeah, because I it's exactly like to because stand up by the way, to me, way harder than this way harder than than than than doing this thing. Because like, like I look at my life now. I'm like 28 now just turned 28. I have a salary. I have a company. Like I'm the lowest paid person ever. Like, because I really don't know what the hell to do with money. I don't know what I I'm still living like, back in. I don't know what to do with money. And Jeff Dudan (45:11.223) yeah. Sebastian Jimenez (45:33.572) And so like, but I look at it as a stand up comic, I was prepared to be poor for 10 to 20 years. So to me, I'm like ahead of schedule and that's something that you need, right? Like you need a really long time horizon if you want to do things that are truly great, because it takes time. Again, it takes repeated failure and trial and error. there's no, even if you're the smartest person in the world, it is not possible to do something that's insanely great, whether it's art or business or science, it is not possible unless you devote yourself completely, entirely. Jeff Dudan (45:46.379) Mm. Sebastian Jimenez (46:03.086) for a long period of time and you're constantly failing and failing and failing and failing and failing for a long period of time. That's it. So I was prepared to do that for standup. And so now that I did this and I'm like, dude, I have a salary now? Like that's, to me I'm like way ahead of schedule. So the lesson there in the story is like, if you just are willing to go through the suffering and the pain of like, know, that. And as a young person, kind of have to because you have nothing else. You don't have experience. You don't know. You don't have no network. The only thing you have is that the willingness to do it, you know, and like, like, unsatiated hunger and ambition. That's all you have. So, so yeah, so I did that. And then the $30 ,000 turned into $100 ,000 for my first business. We, when we came up with the idea for Rilla, the three co -founders, we split, I took my money. Jeff Dudan (46:34.859) Yeah. Sebastian Jimenez (46:57.924) One of the co -founders came along with me to found Rilla. We split our money and so we brought some of our money to found Rilla. Rilla, started it with less than $100 ,000. It was very small amount of capital. And then we raised a little bit of money. Now we've raised a lot of money, but that came after we did all of my, like, we just raised enough capital that we thought we needed to survive to the next stage. And to experiment, never raised a lot. still haven't raised like, you see all these companies raising so much money, like at insane valuations. I do think that there is creativity and constraints and limitations and we practice that. we never like all the, like we have investors that literally break into our office to try to come and fund Rillem. If we don't need the money, we don't take the money. But the lesson there is like, you don't need that much to get started, right? Jeff Dudan (47:55.648) Right. Sebastian Jimenez (47:55.756) It's just, you just need somebody who has, who's just insane and obsessed, like willing to do it for enough time and continue to fail. It's not just hard work, right? It's not just hard work. It's like the ability. How did it sound? I said this to somebody the other day. It's like the, the, ability to have unrelenting confidence in the face of impending failure. That's what you need. need really hard, like you're failing and you need to remain confident even though you're failing every day and then nothing's working. That's it. You just do that for enough time and then you figure it out, I guess, but that's very hard. Jeff Dudan (48:37.484) Yeah, 100%. So when I started a company in the mid 90s that I ended up selling some 24 years and 11 months later, it was $2 .50 a week that I was able to negotiate for, but I had to be my rent and everything. So two whoppers, no cheese, no fries. At that point, it was $2 .10. So that was my main meal, $2 .10 every day. They got to know me at the drive -through and they'd hear me come, they'd be like, Sebastian Jimenez (48:56.823) Yeah. Jeff Dudan (49:05.388) Yeah, I get it. No fries, no drink. Okay. And they'd give me my two whoppers, right? And then when we started our second location, mean, there was four of us, they gave me $2 ,500 to go to a new city and start a whole new location, rent an office, build a production team, and 2 ,500 bucks. Like that's what I had to work with. And so I rented one room. Sebastian Jimenez (49:24.697) Yep. Jeff Dudan (49:31.922) inside of I went to a business park and there was somebody that had a conference room. We had something called a thermal fax. You'll never have to know what that is or deal with that. But it was like it was like thermal paper would come out of this. So but I had the fax machine. I had the conference room. This other guy was running this business in there. And then and then that's just that's just where we started. But yeah, we didn't we didn't raise any money. We didn't burn any money. And I think, you know, you can you can make bad decisions when you have too much money in a startup because Sebastian Jimenez (49:40.196) I don't even know what is funny. Sebastian Jimenez (49:55.384) NAH Sebastian Jimenez (50:00.067) Yes. Jeff Dudan (50:00.236) You start throwing these Hail Marys out there or you start, I mean, I'm looking at your office furnishings right now. You're in a closet somewhere. got to, okay. All right, well, I'm sure it's very, I know it's nice, but you got a $20 million recurring revenue business. It's a sizable, sizable business there, but yet you're not, Sebastian Jimenez (50:03.524) Yeah. Sebastian Jimenez (50:09.124) No, this is our podcast studio. Let me show everybody. This is our podcast studio. It's just being remodeled. You're remodeling it. Sebastian Jimenez (50:24.204) Yeah. Jeff Dudan (50:29.344) You're not just going out getting money for the sake of money because you're passionate about what you're doing. You're passionate about transformation. You have an opportunity to be, you are the number one in the space. Is there anybody following you right now? Sebastian Jimenez (50:32.654) Yeah. Sebastian Jimenez (50:44.654) There's a, so real is not the, are not the first or last company to attempt to do this concept of, you know, capturing face to face conversations, recording them and doing this concept that we call now the virtual ride along. There was companies that tried this before. and, like Microsoft once, tried this and they, and it didn't work. Microsoft's a very big company. Jeff Dudan (50:58.271) Okay. Sebastian Jimenez (51:09.7) I think because I've been doing this for a while now since like 2019, since we've been doing real life, I've kind of learned the history of this thing. The first ever company that I think of, it was a guy who had a startup in 2008 or 2009 that tried to do this for car dealerships back in the day. And, and, and it didn't go and it failed. There's people that have tried this for, for many different, many different markets, verticals, there's still people like that have tried it. I don't know. I don't know. I don't believe there is any other company other than Rilla that has figured out how to do it. Because it's and that's another lesson, which is it's not like people think like you think like Mark Zuckerberg, right? You see like how successful it was. And people sometimes think like, my god, I wish I came up with that idea. my god, I wish I came up with Amazon like back in the it's like, a lot of people did come up with it, by the way. It's not like nobody ever made any money with an idea, by the way, the only people who make money with ideas are Pat, our patent lawyers that come after your ass because there's nobody who makes money with an idea. People make money on, making the idea of the reality. And I learned that from standup that the idea for the joke is not what counts as the laughter and being able to get the repeated laughter every single time in that process. And that's not just the idea that's like Jeff Dudan (52:09.58) That's right. Sebastian Jimenez (52:31.064) You have great experiences. meet interesting people. You're hearing interesting things that gives you the ability to have great ideas. You go and try out those ideas and then you listen to the failure very intently. Why it didn't work this time. Why it didn't work that time. And that, that is the hardest part of the process is being able to make failure your teacher. Cause failure is the best teacher there is if you're willing to be a student and not shy away from it. And so Rilla is the only company so far with this concept that was able to figure out all like we figured out every possible way to not to to to make this fail. We failed on every single possible way that there was to fail this company. And we just kept going. Okay, that's all we did. Everybody else who has tried this has failed in one of the ways that we also failed, but they gave up. And so yeah, it's a this is a very annoying product to build. Very annoying company to build. There's like a lot of changes and habits that you have to generate from people. Jeff Dudan (53:16.394) Yeah. Jeff Dudan (53:21.738) Well. Sebastian Jimenez (53:29.636) You have to change the habits of sales managers. You have to change the habits of salespeople. You have to change the habits of consumers. You have to get over the icky factor of the recording. have to process in -person conversations with AI, which had never been done before. And the research on it is very low because nobody ever did that. So you have to solve the technology problems, the product problems, the market problems. There's a lot of problems that you have to figure out beyond the idea. The idea makes sense to so many people. The idea is so simple. you're analyzing your call center calls. Why don't you just analyze your salespeople, are, know, why don't you do the same thing? So yeah. Jeff Dudan (54:05.75) Well, think about it. the timing matters too, because without AI, you don't get the reports that you get. like you brought the convergence of technologies sometimes. mean, gosh, what was it? Gosh, what was that? It was a great book, but it talked about the timing of things and the jobs wouldn't have been jobs. Gates wouldn't have been gates if they... Sebastian Jimenez (54:09.666) Yeah. Yes. Yes. Yeah. Sebastian Jimenez (54:28.466) that, that, the outliers. Yes, yes. Jeff Dudan (54:30.698) The Outliers book, right? They wouldn't have been them if they weren't born exactly at that time. Yeah, and there was just really smart people that saw the opportunity, took advantage of it. I've got kind of a nuanced question here. How do you get around privacy laws? You're basically recording in people's homes, standing there with them. There's different laws in different states. How does that work? Sebastian Jimenez (54:35.49) We're born in those two years. Yeah. Yeah, yeah, yeah, yeah. Sebastian Jimenez (54:54.742) Yeah, so so the and that was the first question that by the way, that's one of the things that when people came up with the idea, they were like, it's not legal. Bye bye. And then they dropped it. So yeah, so I'll talk about the law. So so in the United States, you have two you have two types of states, you have one party consent states, and you have two party consent states are all party consent states. The law of the land is one party consent, which means that you can record a conversation. Jeff Dudan (55:02.7) Yeah Sebastian Jimenez (55:22.116) as long as you have the consent of one party to that conversation to record it. usually, and I think in every case, in all those old cases, and that usually means if you're part of the conversation, you can record it. So meaning if I'm having a conversation with you in a one party consent state like New York, I can record it because I'm consenting to it. doesn't matter what the other person says. So that's what that's, that's 38 out of the 50 states in America for the purposes of in -person conversations. There's some states that have different laws for call center and for in -person. And then there's 12 states like California, Massachusetts, Maryland, Florida, Pennsylvania, Washington, Illinois, Montana, Connecticut, Delaware. They are all party consent states, which means you need the consent of all parties of the conversation to record it. So you can't just say, I can send to it, Ergo, can record it. You have to get the consent of the other person. So how do you do that in this scenario where you're talking to somebody in the home? In the call center, It's very easy. You just call in and the phone line says, everybody knows it's this call. It is called being recorded for quality training purposes. Everybody's heard that message. That's why they're doing that, because they want to comply with the law. And so how do you do it if you're talking to somebody in an in -person conversation? So the same thing in the call center. You just have to let the other person know, and then you do what's called implicit consent. Implicit consent is you let them know, and then they continue with the conversation. You don't have to get them to say verbally, yes, I consent. At least in the United States, you don't have to do that. And Europe, much different. In Germany, you literally have to get them to sign an agreement, you know, give you their social, it's very difficult to do with this in Germany. So sorry, Germany, we can't go to Germany anytime soon. So, but anyways, in the United States, you just have to do the same thing in the call center. Somebody calls in to book an appointment or you call them, right? And what does the line say? This call's being recorded. Instead of saying this call's being recorded, you say, hey, thank you for calling us. All of our calls and in -person appointments will be recorded for quality training purposes. Jeff Dudan (56:49.355) Okay. Jeff Dudan (56:58.955) Yeah. Sebastian Jimenez (57:17.208) You put that automated message there in your call center. Then what you do is you send the customer a reminder. If you're using something like service, Dyn or Hatch or Chirp to send somebody a reminder to, to, the appointment, like, Hey, so and so is on the way for the meeting. Just, just, you know, we're going to be recording that meeting for quality and training purposes. So you send a reminder via text or email ahead of the appointment. And then we also have a lot of customers, many customers who literally have their salespeople tell the homeowner, Hey, Jeff Dudan (57:18.87) Okay. Sebastian Jimenez (57:46.69) Mr. and Mrs. Homeowner, how's it going today? Today I'm going to be doing, just to give you a sense of the agenda, I'm to be going out, taking a look at your roof, taking a look at your windows. I'm going to be doing a walk around the entire home, taking some pictures, seeing what I can find while I'm here. I'm going to be presenting these results for you. I'm going to be recording all of our interactions to make sure that I don't miss anything, the quality and training purposes, if that's okay with you. And after that, hopefully we can present some options, some prices, show you some financing, and that's our conversation today. Does that sound fair? Sounds fair. So they just include it in their little jingle at the beginning. You know what I mean? Yeah. Jeff Dudan (58:21.034) That's right. That's right. that's recorded. So there's proof of it. Now, if somebody, now you're in the middle of a sales conversation and then a third person walks in, somebody gets home, you gotta basically go through it again. Sebastian Jimenez (58:26.339) Yes. Sebastian Jimenez (58:32.78) Yes. Sebastian Jimenez (58:36.334) So that's where you get into the gray area, right? Because it's like the same thing applies if you're in a Zoom call, right? And you're talking to me over Zoom and I wasn't wearing these headphones. And let's say I'm in California and somebody walks by and you capture that person talking like you're talking to them. It's the same thing, right? So that's where you get into reasonable expectation of privacy, right? Which is, know, in California, which is a two party consent state, you know, technically it is a two party consent state, but. Jeff Dudan (58:50.633) Right. Sebastian Jimenez (59:04.424) There's also this thing called reasonable expectation of privacy. says the law only applies when there's reasonable expectation of privacy. So for instance, and reasonable expectation of privacy is defined as like a place where you cannot expect to be over heard, right? So if you go in, the contractor told that person, hey, we're recording and you're talking to them, right? And they're all aware that the conversation is taking place and it's being recorded. You have a third party who's not really, you know, comes in and everybody's aware. Then it's basically like the zoom call where you're just like, walking in the background, you were not part of that. You never got the memo, but you participated. Well, you could say there's no reasonable expectation of privacy there because there's a contractor in my home. They said that they were recording a conversation. They're clearly recording it. The other person knows everybody's aware. And then I just stepped in as a third party. So that's where you get into that. What, know, which is the same, the same kind of gray area that you get into your zoom calls. If somebody's walking in the back or the same kind of gray area area. If, you call the call center and the person, the thing says, Jeff Dudan (59:34.646) Yeah. Sebastian Jimenez (01:00:03.138) This call is being recorded for quality and training purposes. Well, what if the person put the phone down while you said that and they didn't hear it? You know what I mean? It's same as a company. You need to just follow all the best practices. Make sure that you're being transparent on your website. You can put it on your website also. If somebody's going to book online, make sure you put it on your website. Make sure you put it on your call center. Make sure you put it on your appointment reminder so there's a documented record that you're being compliant with this. Jeff Dudan (01:00:09.686) Right. Sebastian Jimenez (01:00:32.868) And then you also, I would recommend, know, you're in California. Absolutely. Tell your reps to say the homeowner. We have data on this. 99 .7 % of homeowners don't give a crap that you're doing the recording. They go like, the answer is like, of course. Yeah. So then you have that recording. You even have a tracker on Rilla. Then if the salesperson doesn't say it, you can just like. automatically delete the conversation because it's not it didn't capture that we call it a tracker so you can have all these little guidelines set in place as a contractor to make sure that you're being the most transparent as possible with your homeowners as long as you're doing that you shouldn't have any problems because you literally there's never an issue you're gonna be like well we said it here here here here here here we told you there we have the recording and then you know you see what I'm saying yeah Jeff Dudan (01:01:02.718) Okay. Jeff Dudan (01:01:17.355) Right. Jeff Dudan (01:01:21.802) Yeah. yeah. Yeah, makes sense. And still, there'll be some attorney out of California that will challenge you. caught a. Yeah, I caught a caught a call center claim. was just ridiculous one time, but they were just out there harvesting for money and they had somebody as a plaintiff that said, well, you called me on my cell phone and it was, you know, from some state, but they were standing and their feet were in California at the time you talked to them and, you can't prove it. Sebastian Jimenez (01:01:28.709) There's always whatever. Yeah, yeah. Sebastian Jimenez (01:01:49.662) Yeah. Jeff Dudan (01:01:50.764) So, you know, we got held up for like $25 ,000. I mean, we were in the right, we had done everything right, but, you know, there's always people looking to make an issue of things. Sebastian Jimenez (01:01:59.169) Well... Well, but think about it that way. there's, mean, there's, mean, in home improvement, I heard this from a contractor the other day. If you spend, if you spend enough time in the home improvement industry, you're, you're going to get, you're going to get some claim. You're going to get some suit. You're going to get, it's going to happen because you're dealing with somebody's home. And I met this contractor out of Colorado. They had been recording all of their conversations, all of them with body camps, police body camps since 2014. Jeff Dudan (01:02:15.877) sure. Yeah. Sebastian Jimenez (01:02:31.51) Okay. This is not real. This is like before Rilla and I asked him, why did you do this? And here's why he did this. before this, he, his business was sued, right? By a customer claiming that they did some horrible work. you know what I mean? One of these, he said, she said situations and the claim was all bogus. was all crap. He had to fight the claim and spend a hundred thousand dollars, right. And lawyers. And he said, I'm never going to go through that again. And what did he say? I'm recording everything. He saw police started, I started wearing body cams. And so. you think about it from that perspective, it's like, okay, there's also the other perspective of all the risks that you have because you don't have the conversation recorded. You know what I mean? And the risk is that, and if you think about it for the homeowner, for the homeowner, by you recording the conversation, not only for your technicians and your salespeople, you're making them protected from anything that can go wrong in the conversation. Well, he said that you could do this, like, well, really? Did we say that? Let's play the tape. But for the homeowner. Jeff Dudan (01:03:07.436) 100%. Yeah. Sebastian Jimenez (01:03:29.354) Most of the interactions in a home improvement environment is a female homeowner with a male sales rep or technician. Those are most of the interactions. When you're recording that conversation with the female homeowner, that female homeowner feels so much more comfortable having that conversation with a strange man in her house. Because now she knows, this is a company. There's somebody like this. This is not just the, this is a, this is a whole train. Like this is all being supervised. I'm not alone here. And so, and, and, and, and you're also reducing the risk for the homeowner in that interaction. because you're protecting them, you're protecting the technician, the salesperson. And we've looked at the numbers. Rilla not only helps contractors increase their close rates and their average tickets, you also bring down your cancellation rates because salespeople are less likely to over promise because they know that it's right there on the record. And so the cancellation rates come down. So you're selling more at a higher average ticket and homeowners are also happier, right? So, you know what mean? So when you look at it from that perspective, like, yes, you you should make sure that you're following the laws and being compliant and making sure that you're telling everybody. And there's very simple ways to do it. You automate it in your call center, all these different things. And at the same time, you're also protecting your company, you're protecting the homeowner. That's kind how I think about it. The same thing as in the call center. Jeff Dudan (01:04:47.294) Awesome. Well, we kick off here at Homefront Brands first of next month with Rilla Voice. So we're very excited about it. We're deploying it at several different levels in our organization. So super excited about that. Two questions I have left for you, Sebastian. Is there a point that you can see that Rilla Voice becomes a size where you are no longer interested in running it? Sebastian Jimenez (01:04:52.374) Yes! Sebastian Jimenez (01:05:11.245) No. Jeff Dudan (01:05:12.704) You're going all the way. Sebastian Jimenez (01:05:14.818) Yeah. Yeah. Yeah. Yeah, you can put me on the record. They'll have to, it's the love in it. Jeff Dudan (01:05:16.65) All right. Jeff Dudan (01:05:21.268) All right. Well, you get bored, you take money, you get boards, get money, get, you know, it gets complicated. Like when you get to the size you are, right, it gets complicated and there's other stakeholders involved in all that. But then you see the Zuckerbergs and the Bezos and all these people that have run their company for decades and done a great job doing it. Is that how you see yourself? Sebastian Jimenez (01:05:44.548) my God, yeah, to me, this is like so fun for me. And I don't do this, like again, I'm not motivated that much by money. I'm motivated more by the game of it all. just how fun it is. we call it, yeah, like this is most fun thing that like Tommy Mello, he like, Jeff Dudan (01:06:00.492) All the great ones are. All the great ones are. Sebastian Jimenez (01:06:10.508) very recently, like he now lives in a big house and all those things. And he's a great customer of ours. There was a time he was like a multi hundred millionaire and he was living in like a crappy apartment and his friends would be like, dude, what are you doing here? And he was like, I don't know. This is where I live. And it was like in the hood and stuff. And I'm very much in that mindset right now. I'm like, I don't, I don't care about money. investors have tried to buy a buy secondary for me. absolutely, I tell them what, what for? Like some of my friends, tell me like, dude, it's normal for founders to sell second. I'm like, dude, hell no. like screw that like what am I no I'm not gonna do that. What I'm like, what do need the money for? And they're like, they're like, I don't know, man, just you want to go on vacation. And I'm like, I hate vacations. No, no, no, not. There's like a law of inertia. Right now, for me, it's like any object that's stationary needs some force to start getting into movement and any object that's in movement, needs some force to to make a stationary, and man, I'm in movement right now. So the wheels are cranking. So I'm just gonna keep moving until, hopefully until I'm dead. yeah, like Steve Jobs, that guy kept doing it until he literally, literally the only thing that stopped him was death. Same with Walt Disney. I wanna just keep doing it. His life is too short, man. What the hell am I gonna do? Sitting in my ass with a bunch of money, whatever. Money's the easy part. The hard part is doing something magical. Jeff Dudan (01:07:33.739) Yeah. Jeff Dudan (01:07:37.482) Yeah, you you only need to count your money once because once you start counting it two or three times, it gets really unfulfilling and very bored. It's not about it's not about like it's now I've lived without it and I've lived with it and I will tell you I prefer with but. Yeah, less rats. I got less rats anyway. Sebastian Jimenez (01:07:45.698) Yeah. Sebastian Jimenez (01:07:52.688) Yeah, it makes things it makes things easier. I think about money as like an instrument. Yeah, it's like it's a I think about it as an instrument to do awesome things. You look at somebody like Elon like that. He's like a very special client person because he's like that at the very highest levels and he always goes all in he doesn't get this idea of like, let's put some chips off it. It's like always all in like, okay, I Jeff Dudan (01:08:03.837) Mm -hmm. Jeff Dudan (01:08:17.676) No, he burned through his $100 million from PayPal. He just, he burned it. He burned it, like, in like 90, pushed it in. Yeah. Yeah. Yeah. Sebastian Jimenez (01:08:22.05) Yes. Yes. And rock, blew it up. And with rockets. And so to me, money is an instrument to do awesome things, because there are certain things. And there are certain things that require really like a lot of up from capital investment. One of them is building rockets, the way. Some of it is science, like where you need a lot of research and funding and development. Some like you look at the companies that he's doing. Jeff Dudan (01:08:33.665) Yeah. Sebastian Jimenez (01:08:51.516) Those are those you need a lot of money like Neuralink, need SpaceX, you Tesla, the boring company. These are all very capital intensive companies. So I hope that I can be like that some someday where if if you know, when like if I'm ever cash liquid, like if I ever have a lot of cash liquid in the bank, I can kind of deploy it into something great for humanity. Because I actually think I Jeff Dudan (01:08:53.537) Yeah. Jeff Dudan (01:08:57.354) Yeah, heavy CapEx. Sebastian Jimenez (01:09:19.278) I remember, I think that is one of the purposes of human beings is to innovate. Remember watching this equation by Paul Romer, which explains why countries keep growing over time. innovation is like the only thing that has increasing marginal returns. Everything else in the world has diminishing marginal returns. People have diminishing marginal returns. Capital hasn't diminishing marginal returns, but innovation, the more innovation you produce, the more innovation it's likely. So that the iPhone comes out, the iPhone doesn't make. innovation diminishing and actually increases the speed of innovation, right? Because with the iPhone, you had companies like Uber that were possible, Instacart that were possible. You have companies like Instagram that were possible. Rilla becomes possible because of the iPhone, right? And so you see that the rate of innovation doesn't slow down over time. It actually keeps accelerating. And so to me, that is one of the core purposes of human beings on this planet as the only animal who can actually invent things at this scale that we can. And so the more you can do that, if I could just keep doing that dude until I'm dead. and inventing new things and using money to invent new things. That's a good life for me. So no, I don't want to stop doing this. And if somebody takes me out of this, I'm going to do something else. So I don't care. Jeff Dudan (01:10:22.06) Well, brother. Well brother, you are an animal. You are an absolute animal. I mean that in the best way possible. Last question for you. If you had one sentence to make an impact in somebody's life, somebody that might want to be an entrepreneur or do something, what would that be? Sebastian Jimenez (01:10:28.182) Yeah Sebastian Jimenez (01:10:41.006) Don't be afraid. Jeff Dudan (01:10:42.536) awesome. Drop the mic. Yeah. Yeah. Perfect. Yeah. Perfectly said. Hey, none of this is fatal. None of it, right? Yeah. Awesome. Sebastian, this has been great. Thank you so much. I've really enjoyed our time together. I can't wait to meet you in person, and we're super excited to roll your technology out here on the home front. Sebastian Jimenez (01:10:44.674) Yeah. Sebastian Jimenez (01:10:54.52) Yeah, don't be afraid. Sebastian Jimenez (01:11:07.702) Welcome to the team, man. Welcome to the Relafamily. Let's do some ride -alongs together. Jeff Dudan (01:11:10.164) Yeah. All right, let's do it. This has been Sebastian Jimenez. I am Jeff Duden, and we have been on the home front. Thank you for listening. 
Episode Summary In this powerful conversation, Jeff Dudan sits down with Brian Littlefield to explore his journey from Maine to building two of America’s fastest-growing brands: Jocko Fuel and Origin USA. Brian shares how his passion for martial arts, performance science, and American manufacturing fueled his rise from running a jiu-jitsu academy and supplement shop to scaling high-impact wellness and apparel brands with business icons like Jocko Willink. From the science behind anti-aging to launching in Walmart, this episode delivers both mindset and tactical gold for entrepreneurs, health seekers, and patriots alike. Key Takeaways From Basement to Boardroom : Brian’s early roots in health, martial arts, and personal transformation fueled his leap into the world of supplements and product development. Origin USA's Mission : Origin remains committed to American manufacturing, sourcing nearly all raw materials domestically. The brand expanded from gis and denim to hunting apparel and activewear. The Birth of Jocko Fuel : After connecting with Jocko Willink through mutual admiration, the brand was built around clean, efficacious products for high performers—with Jocko’s own supplement wish list as the blueprint. Innovation with Integrity : Jocko Fuel’s development process focuses on giving customers more of what they want and removing what they don’t. It’s about real function, not trends. Anti-Aging the Right Way : Time War, Jocko Fuel’s anti-aging product, includes unique ingredients like NAD3, PQQ, and spermidine, and is designed to activate biological rejuvenation processes like autophagy. Retail Expansion & Discipline : With distribution expanding to Walmart, Jocko Fuel is scaling impact while staying aligned with its founding values of accessibility, quality, and ownership. Entrepreneurship Mindset : Brian’s mantra is to embrace the sacrifice. Success requires conscious trade-offs, and entrepreneurs must make peace with the discomfort of imbalance. Featured Quote “Take the chance. You can probably always go back to whatever it is you were doing before—so what’s the risk?” – Brian Littlefield TRANSCRIPT Jeff Dudan (00:01.156) I try to do 50 minutes if you got it, Brian Littlefield (00:04.834) Well, we'll be pretty close. I have till four, so. Jeff Dudan (00:07.584) Okay, all right. Well, hey, just if you tell me when you need to be out, I'll land the plane right there. Anything you want to promote today other than the obvious? Brian Littlefield (00:16.163) Yeah, I mean just, you know, obvious the companies I'm affiliated with Jeff Dudan (00:21.38) Got it. All right. OK. Well, hey, we're recording. So I will jump right into it. And we'll just take it wherever it needs to go. But man, I really appreciate you coming Brian Littlefield (00:32.6) Yeah, thanks for having me on. From Small Town Maine to Martial Arts & Business Jeff Dudan (00:34.2) Yeah, right on. All right. Hey, everybody. This is Jeff Duden and we are on the home front with Brian Littlefield. He is the co -founder of Jocko Fuel with Jocko Willnick Energy Drinks plus other products coming out with clean and natural ingredients and also Origin, an American -made clothing manufacturer nestled in the woods deep in the woods of Maine. That's where they come from. And we have a lot to talk about today. Brian, welcome to the home front. Brian Littlefield (01:04.632) Thanks for having me on, Jeff. Looking forward to Jeff Dudan (01:06.564) Yeah, 100%. Hey, would you mind sharing a little bit about how you grew up? Just real quick, because you have a very interesting story, how you got to martial arts and eventually how you got into business just real Brian Littlefield (01:22.552) Yeah, well, I'll try and do it quickly. But yeah, I grew up in Maine, part of a pretty big family split between two different sides. I was the only one actually between my parents, the only child. My parents were both married once prior and both had big families. So five half brothers, two half sisters. Really, I was really close to three brothers on my mother's side. Because they were when I was younger they were older than me, but when I was younger they were still in the house, right? So You know growing up, you know, they were 10 I think 10 12 and 14 years older than me. So all boys so I went through it and It was fun. It was good Yeah, right exactly yeah, and you know, I had a very close first cousin who was Jeff Dudan (02:09.078) That's why you got into jiu -jitsu. Brian Littlefield (02:19.522) competitive athlete as well, professional in multiple sports and also was a professional fighter. So he had a lot of influence on me as well. So I played like regular athletics, I would say up until my freshman year. Then I kind of fell off, went away from it, went to college. I started becoming pretty out of shape in my probably junior, senior year of high school. It is, you know, it was exacerbated the first year I went to college freshman year eating, you know, dollar menu back then. And, you know, just really blew up and just kind of had an epiphany. Went on my own personal personal health and wellness journey. Really fell in love with the nutraceutical side of things like I've always I've always had a knack the sciences and also really a big appreciation for leverage all forms of different types of leverage and I loved the idea of applying these things to what you're doing they're not a replacement but I loved being able to apply them to what I was doing so which is also how I fell in love with jiu -jitsu because it's all about leverage and tactics so and not not as much strength and speed so I started training jujitsu in college as part of that health and wellness journey. It led me to, I was running a school, I was running a, I went back to school for business and you know, I read out of college, I started a small brick and mortar supplement store. So I was running this supplement store, I was running a jujitsu academy and you know, and that's how I got my start in business. Jeff Dudan (04:05.612) Awesome. And you evolved into a manufacturer. I think I heard you say one point that you recognize that in great product placement, by the way, in Maine, where you grew up in Maine, and there was all this manufacturing that was going on up there. And so you decided to make Giz originally with a company called Origin. How did you start that business? The Origin of Origin USA: Manufacturing Gis in the Woods Brian Littlefield (04:32.366) So I joined Origin, actually. I didn't create, yeah, I didn't create Origin. Origin was founded by Pete Roberts. Pete is my business partner in a few different businesses, one of my best friends. he founded Origin in 2011. He decided to start. Jeff Dudan (04:36.995) Got Brian Littlefield (04:54.414) manufacturing around 2012, really kind of manufacturing kicked off in 2013. And so, and when I say kicked off, I mean, was literally cutting down forest and sawing out, know, timbers and standing up a building and in the woods of Maine and a little town oddly enough called industry. And so in this little town of Industry Main, that's where Origin got its start. I joined, I first, it was in 2013 when Pete and I linked up, but it was in 2014 when I really jumped on board. And it was a total of five or six employees at the time. And we quickly, when I jumped on board with Origin, closed down my business, it was actually in Ohio, the supplement store in the academy that I was running. When that shut down and I moved back to Maine, I had been helping Pete with Origin from a distance for about two years. So was 2016 when I moved back to Maine where I grew up. And that's when things got pretty serious. You know, we... decided to, we did a couple things, scaled quickly, went from seven employees to 35 employees in 12 months and really went all in on the business, relocated from the little facility that we were in, an industry to downtown Farmington, Maine to a much larger facility at that time. And it's just quickly grown from there. When the companies got really big, Origin and Jaco Fuel, which Jaco Fuel also started around the same time that I moved back to Maine, being that that was my background, we kind of got into that space at the same time. Originally it was an Origin division and ultimately in 2017 when Jaco came on, it became Jaco Fuel. really rebranded it and really leaned into. Brian Littlefield (07:00.654) him and the vision he had for what he wanted to do with products and you know origin was on a rocket ship and Jocko fuel was on a rocket ship and in 2018 I transitioned Transitions exclusively over to Jocko fuel and so have been Helping just grow that thing as much as possible and having a really good time doing Jeff Dudan (07:24.982) Origin has a broad product line, tops, bottoms, jeans, boots. Are all the products sourced and made in America or has the supply chain become more diverse? Brian Littlefield (07:39.854) Yeah, we like to say everything is made in America and sourced in America. Now, there's a few exceptions. There's a term called berry, which is my understanding. And we like to say, think it's better than berry. And so on the origin side of things, there's like, I think it's less than 1 % of raw materials that come out from outside from from outside the US. It is truly like, you can follow the cotton farmer all the way to the factory in Maine or now North Carolina. So the company really expanded, ended up having three facilities in Maine, then it ended up going to North Carolina and we grew there. Jeff Dudan (08:29.582) Yeah, you got a hunting line coming out now, it looks like. So definitely a very kind of a man's brand wilderness type feel to it, look and feel. Brian Littlefield (08:39.212) Yeah, it's definitely male -centric for sure. It's a male -dominated brand, that's for sure. started Roots and Jiu Jitsu. It'll always have Roots and Jiu Jitsu. from there, it got into lifestyle and workwear, denim, blue jeans, core and heart of America. from there went into a number of other things, but yes, now into hunting and active wear, like workout type gear. Origin is doing a lot, yeah. Jeff Dudan (09:22.846) And I searched the website, couldn't find the skinny jeans, didn't pop Brian Littlefield (09:27.362) Yeah, yeah, no, you'll find some, I think they're called fighter fit. So they're not skinny, I wouldn't say they're skinny, I'd say they're slim. I'd say there's definitely no skinny jeans. Jeff Dudan (09:32.044) Okay, alright, well. Jeff Dudan (09:37.71) Okay. Jeff Dudan (09:42.338) No, I'm not going to look European jumping on the site there. All right. Well, cool. Well, look, so you got this great business going with your partner. And then how did it come to pass that you got connected to Jocko? Brian Littlefield (09:45.524) Yeah. Yeah, that's for Meeting Jocko Willink: From Podcast Fan to Business Partner Brian Littlefield (10:00.878) Yeah, like I said in 2000, late 2016, there was a woman by the name of Sarah Armstrong who is, know, amazing woman, a friend of ours now. And she was actually a listener and a friend of Jaco, but a listener of the podcast. And she got tired of hearing Jaco. talk about this little key company up in Maine when people would ask him, he convinced a lot of people, you know, to start jujitsu through spreading like what it was all about. And so they would always ask what kind of gear should I get? What kind of uniform should I get? And he would always say that, there's this little company up in Maine. If anybody ever talks to the guy, let him know, I'm trying to get ahold of them. I want to, I would like to partner with those guys. And so Finally, he ended up getting on the phone. He ended up getting on a long Zoom call with Pete. And I remember the phone call, listening to them talk to each other. was like talking in a mirror. It was pretty funny. There was a lot of alignment, ton of synergy. it was just a perfect match right out of the gate. Jeff Dudan (11:12.356) So he had a product or a product concept. He was already in market. You guys had marketing jobs. He had a growing business. It made sense to put the two together. I guess they're a partner and maybe some new ventures together. And there's a lot of interplay between the brands, especially if you go to both of the websites and stuff like that. So what was the concept for Jocko Fuel? Clean, healthy ingredients. But originally the taste you you you you didn't get the taste right out of the The Birth of Jocko Fuel: Clean, Natural, Purpose-Driven Brian Littlefield (11:49.164) Yeah, I mean, so what happened was, you know, Jaco had come on the origin side of things and he was super stoked to be part of this American manufacturing. But he also, you know, we, we, talked and. Cause when, when he realized we had a small nutrition thing going on, obviously it came up in conversation. He and I started to talk and he's a. As you can imagine, like he's just the ultimate high performer. So of course someone like himself, and as you listen to him talk about his past, like he's he's had good and bad experiences with with supplements, you know, as a former seal, like they would, of course, they would use, you know, supplements and energy drinks or whatever they needed to to perform. And so he had the ability to try all kinds of different ones, see what he liked and, you know, and see the ones he didn't like. And he had an idea of what he would do if he was to do his own. And so when we started talking, we had the same thoughts. Like we were very much aligned. It was like, let's keep it as natural as possible. Let's make it, you know, with, you know, no snake oil, just use. Shriden true ingredients that have great clinical literature that show efficacy and nothing, nothing in gray area stick to natural flavors and sweeteners. And at the time it was sweetener. We, you know, back in 2017, you really, if you were naturally sweetened, you had monk fruit and you had, you know, stevia. And so you pick one and you know, neither of us really cared for stevia that much. So we went with monk fruit and monk fruits and amazing sweetener. It's great. It has a ton of health benefits as well, which is very rare for a sweetener. And, as a sweetener, it actually has a ton of limitations. You know, it's, it's like 400 times sweeter than sugar, by weight, but it also just has a, has a threshold. And when you get past that threshold, it doesn't, it doesn't taste very good. So, you know, to match the sweetness of the general consumer, you know, often what we found is we were having to push it above that limit. And so for the first few years, we were really just kind of capped on Brian Littlefield (14:01.89) how sweet we could make the product versus what people needed. And so we were teetering on like using too much. and getting a weird taste or using too little and not being appealing enough to the masses. And so until other sweetener and flavor technology came out that allowed us to do it better naturally, we were kind of shackled to those limitations. And so we ran with it and we made changes as we could. And we've made many changes along the way. The Birth of Jocko Fuel: Clean, Natural, Purpose-Driven Jeff Dudan (14:32.61) You're continuing to roll out new products. think Mulk is a product that I've heard about coming out proteins and things like that. Can you talk a little bit about your product development process and maybe when you come to a go or a no -go decision on a product? Brian Littlefield (14:50.466) Yeah, that's a good question. So in the early days, was almost exclusively like Jaco wanted to make what he wanted to take. So he would say, Hey, I like, I really need a joint product. Like, you know, I've put my body through, you know, everything and I, you know, feel the wear and tear. Like let's build a joint support product. Okay, done, check. And then we would feed the needs of really in the design and what he wanted and then take it to the people. He obviously had this massive audience through the podcast and of course he said, well, we'll just make what I wanna take and if people wanna buy it, that's great. Obviously we quickly learned people would wanna buy it, but we truly made what he wanted. And Eventually that transitioned to, what would make sense for the brand? Because we've never been all about just jumping into categories that are just hot. Like we don't just, hey, there's a new, you know, when, for instance, when BCAAs, know, branched chain amino acids came back in a big way, we didn't jump on that train, we didn't jump on the collagen train, we didn't jump on a number of things. just because they were hot. We did what we wanted to do when we wanted to do it. And that's been really nice. And so part of the evolution was me bringing to him the idea of, what do you think about doing this and doing it our way and putting a different spin on it? for me, the product development cycle, of like, I would really say the mindset is, A lot of companies, what they'll do is they'll go into, if they're even gonna try and innovate, right? There's a lot of companies that'll just launch a product that's just like copycat or a Me Too. But let's say they're gonna innovate. There's usually two sides to change. I guess that's the best way for me to explain it. And so there's the side of like, hey, we're gonna give people more of what they want. Or hey, we're gonna take out things Brian Littlefield (17:01.24) people don't want. they almost, companies almost never check both boxes. They almost never say, hey, we're going to give them what they want and take out the things they don't. And so anytime we go into a product, what we try to do is we try to do both of those. So with an energy drink, it's like, OK, we didn't just say, hey, we're going to give them caffeine, but we're going to take out the chemical preservatives of sodium benzoate and potassium sorbate that people try and avoid nowadays. We're not just going to take out the artificial sweeteners like sucralose, aspartame, ASK, and whatnot, and then put in a natural sweetener. So we didn't say, we're just going to exclude the things that they don't, which by the way, we could have done and been perfectly successful because people would have bought it just because they're like, I got an energy drink and I don't have to sacrifice my health. But what we said was, hey, we're going to also say, hey, we want to replace excessive caffeine with adding other nootropic ingredients. What we're going to do is we're going to add other compounds that can help caffeine actually work better. And so. We're looking at both sides of it. We're not just looking at it very linearly. And so that's a really defining factor for us when we're looking at bringing a new product to market. And it's, again, done very well for us. Jeff Dudan (18:21.198) What is a nutraceutical? Brian Littlefield (18:24.364) Yeah, for me, I like to use the term nutraceutical because supplement has such a negative connotation to so many people. It's really what it is. to me, there's a difference between, there's a, to me, nutraceutical is a step further. So a supplement is like, hey, I'm going to supplement, like, let's say you have vitamin D deficiency. You're going to supplement with vitamin D so you can replace that deficiency. That's awesome. With the nutraceutical, I look at it like, okay, there's other things. There's compounds, there's botanicals, there's things in nature that we can use as medicine. So if you're dealing with some sort of underlying issue, whether that be joint pain, whether that be memory loss, whether that Brian Littlefield (19:17.33) low testosterone, you know, a number of these things that you might encounter in living because right, you're basically getting attacked on all fronts all the time. Right. And so there's these nutraceuticals much like there are pharmaceuticals and these natural things in nature that we can take and we can extract and we can use to oftentimes turn on the body's natural biological mechanisms to improve that portion of their health. And so that to me is where the difference between just saying, I'm going to supplement with something and hey, I'm gonna use nature to heal. Time War: The Anti-Aging Supplement with Spermidine, PQQ & NAD3 Jeff Dudan (20:00.708) These products generally would be focused on recovery, restoration. What about anti -aging? Brian Littlefield (20:08.214) Yeah, that was Jeff Dudan (20:10.498) Or is that more peptides and things like Brian Littlefield (20:13.41) Well, we do have an anti aging product, actually. So yeah, so there's, yeah, it's, so there's a number of ways to, to target aging, right? And so a lot of people don't know this, but, you know, not to, to shoot ourselves in the foot, the, the one thing that people can do that's been clinically tested that has had a more profound effect Jeff Dudan (20:15.598) Okay. How does that work? Brian Littlefield (20:45.282) Biological aging markers. The Dunedin pace is really probably the gold standard of clocks they use to measure your biological age. There's a number that they've used over time and this Dunedin pace is probably the best. And so what they found is there's a number of nutraceuticals, pharmaceuticals and therapies that people have done like. Oxygen therapies, cold shock, heat shock, those types of things. A lot of them have had great effects. There's actually nothing that has had as profound of an effect as a reduction of caloric intake over time. So what we know is the thing that's actually gonna help increase lifespan is eating less calories over time. That's the thing that's gonna help the most. Now, to take it a step further, of course, you have things like peptides, You have other pharmaceutical drugs that are used to target different genetic actions. But the one thing that we found that we really leaned into was was the NAD side of things. So obviously we have NAD3. which NAD3 is actually a little bit different. So NAD itself isn't ultra bio available when you just consume it. So people take these precursors like NMN and NR, which both work. Literature seems to be more recently supporting the NR side of things. But we took a different approach, although I'm a big proponent of NR. We took a different approach and we ended up using a trademark, very expensive trademark ingredient. It's actually a compound of three ingredients. And what they found was like in this combination, in this ratio, it actually made your body create more NAD and you didn't have to use the precursor. so the anti -aging compa - the actual, there's multiple capsules in this packet that we have, it's called Time War. And so the anti -aging blend in there is NAD3. Brian Littlefield (22:55.218) and it's got two other ingredients. One is called PQQ and the other one is called spermidine and the trademark version is youth. And that one's really interesting because spermidine is, got its, you know, it's got its name because I believe the compound was originally found in sperm. And so of course, scientists have spermidine. And so I believe it's predominantly extracted through wheat germ now. And this spermidine, it doesn't take much. There's actually only three milligrams, which is considered a high dose. And so this spermidine, what it does is it, what would normally take, know, exercising or fasting to trigger, autophagy process in the body to read the thing about it is like kind of reading the body of dead or damaged cells This spermidine will do it by just ingesting it. So it'll actually turn on that body's mechanism. And so this Anti -aging blend is pretty powerful. And so that's one of the ways that we're targeting aging aside from Best thing to target aging is exercise. So what do we do support exercise? Jeff Dudan (24:11.14) Well, and you said caloric intake. you look at, I was listening to, I don't know who it was. Maybe Jordan Peterson was talking about the reduction over time in grip strength in males due to our diets increased, processed foods and things like that. And our grip strength is decreasing as our testosterone is decreasing and much at a much faster rate than women's grip strength is decreasing as a society. So look. Brian Littlefield (24:37.89) Hmm. Yeah, I mean, I would. Jeff Dudan (24:40.452) Don't take that as a fact because I heard that on the internet. But, mean, 100%. Brian Littlefield (24:44.909) I can tell you I agree. I understand the grip strength thing is is 100 % right? I didn't know the statistic around the men versus women, but it's probably correct. you know, we're surrounded by the really what it is is it's a sedentary lifestyle. It's ultra processed foods. I don't like saying processed foods because everything's processed, right? I mean, just like grinding like I had, I had a, you know, I'm a partner in a direct to consumer ranch to table beef company. And, you know, I had some of their burger for lunch. Technically it's processed, it's run through a grinder. But when you're talking about ultra processed foods, yeah, there's, yeah, I mean, it's, you know, what it is, is it either has a ton of preservatives, it has a ton of food additives, or it doesn't have a ton of nutritional value, or it's just so far from its origin source. Jeff Dudan (25:26.008) Yeah, like there's no food actually in Brian Littlefield (25:41.986) You know, there's a big, you know, there's a lot of disagreement on this subject. You know, people will say food is food and I won't get into all that, but in my opinion, sedentary lifestyle, the ultra processed foods, along with the endocrine disruptors that we have in our lifestyle, the phthalates, you know, being constantly, I mean, surrounded and wrapped in, which it's hard to get away from, you know, I'm drinking out of a plastic bottle. You know, so what I say is you just minimize that stuff like you're not gonna get away from it and in our current society Like we're not gonna go back to drinking out of glass only You know, I know some guys that sleep in only cotton boxers and cotton sheets and they won't sleep in polyester and I get it What I would say is limit limit it as much as you can but you're not gonna be able to get away from from all of Jeff Dudan (26:37.164) And the product that you were talking about is called Time Brian Littlefield (26:40.738) Time war, like war on time, yep. Jeff Dudan (26:42.052) Time war, war on time, awesome. So you're constantly innovating, you're coming up with great products, you obviously practice what you preach and you're very responsible in the way that you're bringing the stuff to market. What is the current distribution of the product line? Major retail locations, can you buy it online? Where are people buying this? National Distribution: Jocko Fuel Heads to Walmart Brian Littlefield (27:05.582) Yeah, so we still do a lot of sales through our website and Amazon, but our retail footprint is growing rapidly. know, we first launched into our first national retail partner was vitamin shop in 2020. We launched in February. you know, March hit and, and, know, things got crazy, but it was good. We were the fastest growing new brand. Excuse me. The fastest growing new brand of 2020. We. we're brand of the year last year, for vitamin shop. And this year they ran it by product and we were, you know, I think product of the year out of three out of five categories, I believe. So, you know, we've really had a great relationship with them, but it grew, you know, we really excelled in regional grocery. places like Hannaford brothers up in the Northeast, Meyer out in the mid. You know HEB down in Texas those regional grocery partners have been phenomenal for us, but We are launching into Walmart later this month. And so that'll be nationwide Walmart launch for a couple of our products. And that's the big one. That's the big next step. That's the big test. And it's always been our goal. It's always been Jaco's goal. He said it, I remember since day one. He said, what's the long -term plan? What's the goal for the company other than let's make great products and hopefully make a profit? From a business standpoint, it was. What do we want to do? And he said, I want to, like, I want these products to be accessible at someone's fingertips, like on the ready, like, you know, if they want to drive to the store and get them, then I want to make them. Brian Littlefield (28:55.182) Available and so this launch into Walmart will essentially do that with a couple of our products It's not the full product line because we have a lot of products, but a couple of our products will You know be nationwide in Walmart, which I believe covers I think it's 80 % of the United States as far as like shoppers So that's really checking the box for us and you know, we're just gonna keep going keep growing Jeff Dudan (29:21.124) Sergi from Google said that they spent 70 % of their time on their core business, 20 % in adjacencies, which are businesses that are related to the business, and then 10 % just out of the box innovation. As you look to the future, obviously, one plus one plus one, continue to add distribution, incremental adjustments to the product line, continue to bring great resources to people that are interested in health. What are, do you have, a mechanism in your team to get away and just think about what's possible and maybe what's missing from something that can just be a, you know, out of left field type thing for you guys. Brian Littlefield (30:04.79) Yeah. do we have a mechanism? Yeah, we do. I mean, we, do a number of off sites, with, with some really bright people, you know, one of our, you know, he's a partner of the brand now, but he started off as a board member, his name's Kip Foulkes. And so he's strategic advisor to my partner Pete as well. so Kip was the co -founder of Under Armour. And so having someone that started day one with, you know, Under Armour grew it to, you know, multi -billion dollars for, you know, had done every role imaginable through the organization as it, as it grew has just been insanely beneficial. And we have great investment partners. We just have such a great team. So I'd say there's no shortage of, outside of the box idea conversations. That's for sure. That's it is never vanilla. Work-Life Balance Is a Myth: Health Routines that Work Jeff Dudan (31:06.468) Brian, what do you do when you're not working, man? How do you keep the balance between fast growing, high profile business and then keeping yourself sane, keeping yourself balanced and making sure that you're feeding those aspects of your soul as well? Brian Littlefield (31:24.774) well, I would say, I think that it should be a, I would say this, like, it should be like a pursuit of balance. But if you're on a rocket ship like this, you're often not balanced. You're just, you're just not. And, and, you know, I have some people that, I have some friends in, in, business that you know, probably do a better job than me balancing that. And I have some that do, you know, I know for a fact do a worse job. For me, it just comes back to, you got to service the machine, you know, you can't let it break down. So it's okay to push it though, in my opinion, especially, I also know like, I'm not a spring chicken anymore, but at the same time, I probably feel a lot better right now than I will when I'm 60, 65, 70. So take advantage of the energy and the way I feel now and postpone a little bit of that freedom and satisfaction and just put it down now so I can reap the benefits later. So. I'd say I definitely still prioritize getting to the gym doing my, you know, particularly jujitsu, like I've been doing jujitsu for 15 years. I still make sure I get on the mats once a week. And, you know, and then, you know, I still, you know, when I find time, I'm doing the sauna. I don't do the cold plunge nearly as much as I used to. That's kind of, it's, it's, it's a, Jeff Dudan (33:13.582) Yeah, I don't blame you. I don't blame you for that. I got a sauna and a cold plunge right next to it and the cold plunge is, it's lonely. Brian Littlefield (33:21.6) It gets neglected. Yeah. You know, I got really, I was really heavy in the cold, cold exposure thing. And I think it has a ton of benefits. What I actually found was I went through a period of about, I don't know, probably three months, four months where I did it like every single day in a row. And what I actually found was you grow just like anything, you grow a conditioning to it. And the cognitive benefits that I was getting from that stimuli kind of faded. And so what I found was like, and that's where I got the most benefit from it. Like as far as like cold shock proteins for longevity and stuff, I'm sure you're still, you're probably still getting those benefits even with conditioning, but. I was using it for like the cognitive benefit. Like I just felt so much more alert and on point after using it that when that started to fade, I was like, well, this doesn't make sense. So then I started using it kind of on an as needed basis. Let's say I was jet lagged or I had to go into a big meeting or something. It's like hitting that before something really important where you're going to perform like that's a hack. And when you have that conditioning built up, I noticed that the return was a little bit diminished. So Yeah, I kind of pulled back on that. But the sauna like I wish I got in the sauna every single day. I mean, we know the health benefits to that are profound. but yeah, I mean, trying to eat healthy, trying to eat clean, working out, trying to prioritize sleep. That's the hard one, right? You know, when you got a lot of shit to do. It's I'm thankful that I have, you know, I have a two year old daughter who is amazing. And thankfully, Jeff Dudan (34:51.022) Yeah. Yeah. Brian Littlefield (35:02.08) on the regular sleeps really, really well, you know, after some sleep training, but you know, there was a period of six months to a year that that was there that I didn't know what sleep was. you know, it was it's fun. A lot of fun. Entrepreneurial Advice: Embrace the Sacrifice Jeff Dudan (35:18.178) Congratulations on that. mean, with the cold tub, mean, our bodies adapt and contrast is key and body confusion helps and anything you do every day, man, we are adaptable and our bodies are just gonna adjust right to it. you gotta keep it like any relationship with yourself, like you gotta keep it fresh and you gotta keep changing it out. And congratulations on your daughter. What, you were an entrepreneur from an early age, what advice would you have to young people today that are just thinking about cracking into business? Brian Littlefield (35:53.548) I would say. Brian Littlefield (35:57.482) I mean, it's changed so much over the last few years too, when I've done more of these types of interviews or started working with other entrepreneurs, like my answer has changed. I would say the best piece of advice I could give currently, right now, snapshot of my mindset, because it changes, it evolves, the best piece would be, I think that you have to embrace the sacrifice. And so a lot of people will say, you know, the key to success is, you know, a great idea or timing or hard. We always hear like hard work. But for me, it's like, think of it as sacrifice. And when you can do that and you can be OK with it, you're you're you're going to be able to sleep better because it's not going to weigh on you as much. You understand it's a conscious decision. So if you're not. okay with it, it's gonna eat at you. And so you have to say, okay, I'm going to sacrifice this time with my family or my loved ones or doing something I'd rather be doing, whether that's hiking or maybe it's biking or maybe it's swimming or whatever it is. It's okay to sacrifice a little bit now for something more later. And it's... probably necessary, but the difference is I think with a lot of entrepreneurs is they understand they need to do the sacrifice, but they never get right with it. They don't understand, they don't really get comfortable with it and so it eats at them. And so that's one thing I'd say is just get comfortable with Jeff Dudan (37:32.516) Man, that's a great point. Back to the balance thing, balance is a fallacy. If you're going to do something great, then you're going to greatly for it. You don't have to do it your whole life. People that worked for jobs said it was the hardest but greatest 18 months that they survived there. We're at 120 hours a week cranking out those iPhones. But man, I got a little hack, and I don't think I heard it anywhere. just came up with it one morning, and it Change the meaning. So anytime that I find myself dissatisfied with something or upset or even going into negative self -talk or maybe I don't feel sorry for myself anymore. I think I've overcome that. just feeling like I would rather be doing something else even though I know this is what I need to be doing or when something goes bad, I just change the meaning of it. I'll be like, okay, what's the universe trying to teach me right here? What a great opportunity. that the size of an entrepreneur is directly related to the size of their problems. And if I didn't have five things that were just weighing down on me right now, then my business would probably not, would be small. so, you can pretty, I can snap myself around in half a second by just changing the meaning of something, which shows how programmable we are. And in a way, kind of how stupid we are, how malleable we are, how gullible we are. I can trick myself into almost anything. Brian Littlefield (39:01.292) like that. It's similar to I like it a lot. Actually, it's a mindset thing, right? mean, it's just that that's what it is. And my buddy JP did now he Jeff Dudan (39:09.209) Yeah. Brian Littlefield (39:16.536) He always says, like, I get to do this. So the moment that he gets tasked with something that he maybe wouldn't normally want to do, he says, cool, I get to do this. Because he lost, as a former SEAL himself, he lost team members. And he changes that mindset to, like, I could not have the opportunity to do anything. So what? I'm going to complain about. you having to do this paperwork. I'm going to complain about having to, you know, have this meeting with this person that I don't really want to meet with. It's like, no, I get to do this. So I like that. It's just, it's just a, it's a, really it's a maturity of mindset, right? So obviously you didn't have that always. And so I like that. That's cool. “I Get to Do This”: Reframing Mindset for Excellence Jeff Dudan (39:58.456) No, no. Think about when you're like three quarters the way through a workout and it's not too hard, but you're bored. And you're just like, okay, I wanna get through this. I got two more sets of this circuit to do. Yeah, I know I'm gonna get through it, but like my mind is already halfway through my day and I'm not focused on it. And because of I'm not really giving the effort and then just change the meaning to something. Hey, what an opportunity to do this and not waste this time. And next thing you your trainer or your workout partner is like, dude, what got into you? You just did twice as good as you did the last set. And it was just like, I just changed my mind and it just takes a second. well, awesome. Yeah, Brian, this has been great. I really appreciate you being on. Congratulations on all your success. Appreciate you bringing these great products to bear. And I really learned some things and the notes I took. But the benefit is I can go back and listen to this again. But about some of these compounds and stuff in your Time War product, because I think for me and so many of us out there, we're just looking to finish impeccably. We want to be our best self. We want to have energy. And there's so much noise out there about what do you need and what don't you need. So I'm definitely going to dig deeper into the product line here, order a couple of things, and I'll let you know how it goes. Yeah, I appreciate it. Last question, though, Brian, for you. If you had one sentence to make an impact in somebody's life today, what would that be? Brian Littlefield (41:33.454) Awesome. Well, I appreciate it. Jeff Dudan (41:47.48) What's your go -to? What would you tell your daughter? Brian Littlefield (41:52.609) I'd say take the chance. Brian Littlefield (41:57.112) Yeah, what's it, mean, that's the, that would be it. Just take the chance. You can probably always go back to whatever it is you were doing before. So what's the risk, right? Just take the chance. Jeff Dudan (42:13.016) Yeah, most of the things we do as entrepreneurs aren't fatal. Brian Littlefield (42:17.816) Yeah. Yep. Jeff Dudan (42:18.871) Yeah. This has been Brian Littlefield with Jeff Duden. We have been on the home front. Thank you, Brian Littlefield (42:25.688) Thank Jeff Dudan (42:26.51) Yep. Hang on just a second.
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