Episode 663: How to Make Your Present Better by Making Your Future Bigger

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Ralph and Lauren aren’t just chatting about the weather; they’re dissecting the art of achieving massive success by thinking bigger and setting ambitious goals, all based on the wisdom of “10X Is Easier Than 2X.”  They’re dishing out their own experiences and providing examples to prove that aiming high, playing to your strengths, and assembling a dream team can lead to mind-blowing results. Get ready to ditch those tiny, yawn-inducing goals and embrace exponential growth in 2025 – Ralph and Lauren’s pep talk will leave you feeling inspired and ready to conquer the world!

Chapters:

  • 00:00:00 – Foggy Views, Frozen Pipes, and Podcast Vibes
  • 00:00:40 – When Life Gives You Challenges, Make Content
  • 00:01:41 – Delegation: That Thing We Love to Hate
  • 00:04:23 – 10X Thinking: Because 2X is Boring
  • 00:06:12 – Zodiac Signs, Salesforce, and Big Ideas
  • 00:11:07 – Eckhart Tolle, Present Moments, and Toilet Epiphanies
  • 00:16:39 – Turning Dreams Into Actionable Strategies
  • 00:23:15 – Falling Forward: Embracing Intelligent Failure
  • 00:28:37 – Jimmy Donaldson’s Genius and Your Next Move
  • 00:32:04 – Big Goals, Bigger Futures—The Wrap-Up

LINKS AND RESOURCES:

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

AppSumo – 13% off with code traffic13

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Read the Transcript Below:

How to Make Your Present Better by Making Your Future Bigger

How to Make Your Present Better by Making Your Future Bigger

Ralph: [00:00:00] Hello and welcome to the perpetual traffic podcast. This is your host, Ralph Burns. I’m the founder and CEO of tier 11 alongside my awesome co host.

Lauren: Lauren E. Petrullo, the founder of Mongoose Media.

Ralph: So glad you joined us here today. we’re in two different locations here today. I’m in Maine, the great state of Maine. You can sort of see the lake out there, but it’s like foggy. You know, you can’t really see it.

Lauren: you’re sort of seeing is like, what?

Ralph: trust me, trust me. There’s like a lake out there cause the sun is coming right in, but, I’m dealing with, frozen pipes and broken gaskets in the dishwasher.

Ralph: So that’s, you know, it’s just a day in the life CEO, but it’s actually kind of nice to get away and kind of get up here for like a day or so. Light the fire, do a little thinking and today’s episode is about a little bit of [00:01:00] thinking, we’ve had some challenges in our family with some of the folks that are in my family, my mother specifically.

Ralph: And then also I’ve had to take time away from the job and, coming up here is always sort of, I don’t know, it’s like it’s therapeutic for me in a lot of ways. It makes me think about things that are not necessarily in the weeds, things that are. Higher level and what we’re trying to achieve in 2025, not only with the show, but also with the business and also relay that on to our listeners here, perpetual traffic.

Ralph: And one of the things that we tend to do you and I is that we tend to go a lot into like Strategies and tactics. And then when we bring on John Moran, he goes like tactics, like to 10 X, into the weeds today is not a weeds episode today is an episode, which we found out when we went back and our awesome producer, Kevin and Hector did this, found out like, what was our most [00:02:00] popular shows in 2024, it wasn’t actually tactical episodes.

Ralph: the episode that we did on delegation, we’ll leave links in the show notes. If you haven’t listened to that show, it just dropped last week. it was episode 591 is delegation. Your kryptonite conquer the four levels and free up your time. That was like far away, our most popular posts. So it seems like a lot of our listeners are having a challenge with delegating and doing all the stuff.

Ralph: Themselves, which is what we’re going to talk about here today and how to get out of that trap. Would you agree? Disagree? Do you fall into that trap at times? Like, what’s your sense?

Lauren: Oh, to say you don’t fall into that trap at times would be lying. There’s no one here that is like, I am the delegation king. No way. I think I have strength in delegation, but I also have moments where it’s like, maybe my team would disagree in that capacity, but it is definitely something that I’m always and forever working on and ways to optimize of how we delegate.

Lauren: [00:03:00] we now do this like captain’s log when we have bigger projects, but for sure, I think anyone who is breathing. Have room to grow with delegation. And I think what’s really cool, at least what I’ve noticed in myself is that the type of delegation that I provide as our team grows as we have leadership positions becomes a different type of delegation.

Lauren: And actually, I can show more of it later. There’s a book. That I just started the leadership and one minute manager and they have this whole delegation cycle. like development levels based off of I’m blurry background, but based off of the competence of the individual and the intelligence of the task.

Lauren: So there’s like different zones of it. Like, If there’s a commitment level from them, and then there is a competence level, you have to delegate differently. But anyways, long story short is, I love delegating. I can always improve on delegating. And my team who’s listening to this will be like, yeah, that’s fair.

Ralph: That’s fair. Yeah. I mean, I think we all fall into that [00:04:00] trap, whether you’re, you know, running a department or if you’re a director of marketing, listening to this, you’re an owner operator. You know, you’re even a media buyer or an agency owner, because I know those are like the different types of folks that listen to this show, especially those directors of marketing, like running your own department.

Ralph: There’s probably things in there that you’re doing that you’re not really that great at that you continue to do. And. The idea behind today’s show and not necessarily delegation, but I think the delegation show is good. It’s talks about delegation, but today we’re going to talk about like thinking, taking a step back from that a bit, or maybe not even a step back, but a higher level is that.

Ralph: The book that I’ve just recently read, I read it twice. I mean, I’m constantly like either listening or reading to some kind of self improvement book during the day when I have free time and then at night, I don’t listen to. Anything business related just to go to sleep.

Lauren: Oh, you’re, you’re listening to Zodiac Academy, Ralph?

Ralph: Zodiac, I am not anything that I watch or I look [00:05:00] at like, you know, if I’m watching something, like I watched some documentary on the chicken industry last night before before I went to bed, it put me right to sleep, literally dead asleep at 8 30 PM.

Ralph: I’m like, I woke up, I’m like, Oh my God, I plucked So that’s sort of how my brain works. So, but during the day I’m all about like, all right, any spare minute that I have, I want to sort of absorb books, learnings, listening to podcasts, listen to our podcasts sometimes just to make sure that, you know, guy, Kevin and everyone, you know, takes care of that.

Ralph: I also, you know, pick up a few things from you. I don’t learn anything from myself because I already say what I say. but the point is, it’s one of the books that I’m reading right now that I’ve reread, I’ve read, listened to, and I’m now rereading again is a book by Dan Sullivan and Benjamin Hardy and actually by Benjamin Hardy and then really with Dan Sullivan using his concepts.

Ralph: So I’ve always been a big Dan Sullivan fan for years and years, never belonged to strategic coach, but [00:06:00] I’ve always loved his ideas because they’re so simple and so many different ways. And the name of the book is 10 X is easier. Then two X. So 10 X is easier than two X. The title right there, I think, is counterintuitive to a lot of folks.

Ralph: but if I’m correct, and if the number one show of 2024 is accurate in our mindset of our listeners, I think today’s show is right up their alley because chances are, they’re probably doing a lot of the things that are not leading them to a 10 X Improvement in themselves and or their business, and they’re probably doing things to X.

Ralph: And it’s sort of a metaphor. It’s not like you’re 5 million in revenue and you want to get to 50 million in revenue. That would be 10 X in revenue. It’s 10 X thinking. It’s a leap forward in A new and different way so that, and we’ve all done this as humans, believe it or not. And part of the book and we’ll leave links in the show notes, obviously, for these, [00:07:00] is we’ve all done this plenty of times in our lives.

Ralph: Like you know, the first time we were able to read. You know, if you go back to like very, very early days, graduating from high school and going to college for some of you who’ve gone to college or graduating from high school and joining the workforce or making big leaps forward in your job.

Ralph: Like, first job I ever became a manager, that was a 10 X leap for me. I would never manage people before. All of a sudden, here I am managing people. So it’s like, we’ve done it before. And the whole book is about, the two X trap, and how. Making bigger goals for your future end up making your present that much more enjoyable.

Ralph: And one of the things that Dan Sullivan actually says, and it’s a great quote, the only way to make your present better is to make your future bigger. And that is not to say that where you, he also has another book that talks about this called the gap and the gain, which is you need to be happy and proud and.

Ralph: thankful [00:08:00] and show gratitude towards all the things that have brought you to where you’re at right now. And when you look back on that, you suddenly, you, feel a sense of calm. That’s not what I’m talking about. I’m talking about like how to really 10 X your capabilities. And the idea behind this is that.

Ralph: If you are thinking two X, just like a 10 percent growth, like a lot of you probably are listening to this. You have businesses, you have marketing departments. They’re like, all right, we just need to increase by 10 percent or 20%.

Lauren: Or you need that one other client, or

Ralph: one other client. I just know one more client.

Ralph: Well, think about how do you make a massive leap forward? And all of a sudden when you make that massive leap, if it’s a 10 X, the 10 X mindset is about abandoning the things that you’re doing right now that got you just incremental growth and thinking differently about how you can achieve a massive leap forward, whether that’s a 10 X increase, like for us, our goal this year is a [00:09:00] 50 million valuation by the end of this year, that is a massive growth.

Ralph: Your goal that you’ve stated, can I state your goal?

Lauren: can say my goal.

Ralph: It’s to make a million, it’s to make a million dollars this year.

Lauren: I want a million cash.

Ralph: million cash. Like these are big goals. And the point is, is that when he comes sort of down to it, and this is where the delegation part of, last year’s episode is so vital is.

Ralph: You as the leader, you as the one who’s leading the department, leading the company, you’re the sales manager leading your team, whoever you are, it’s all about you abandoning like what you’ve done in the past and thinking in a very, very different way. And when you do go 10 You are no longer the person that you once were, and this is a completely different way of thing.

Ralph: And people get caught in this sort of two X thinking. It’s linear thinking. It relies on linear thinking, like double your efforts to double your results, meaning I [00:10:00] need to do it all. I’m the one who needs to do it all. I need to be the one that writes the ad copy or goes out and does the sales call this 10 X forces.

Ralph: You say, now I need a salesperson. Now I need a sales division. Now I need a software technology that’s going to revolutionize the agency industry. It’s like these are the things. And then you go and find that who. That person to get it done as opposed to you being the one that does it. And that’s how all great organizations work.

Ralph: I was in San Francisco two weeks ago, and we walked to the Salesforce tower and I was flabbergasted by that. Like I know Mark Benioff’s story is he was the founder of, That tower is unbelievable. It’s not only like a tower. It’s like four towers. And then they built like a, a railway station around the tower.

Ralph: It’s insane how much they did. But that came from one idea and it was a 10 X thought it was CRM customer relation management [00:11:00] needs to be on a server. In your office with software and then you need technicians, you need to spend hundreds of thousands of dollars, if not millions of dollars in order to create this CRM technology.

Ralph: He said, no, I’m going to take that same technology and put it in the cloud and then pay for usage. That is a 10 X idea. And he ended up revolutionizing that entire industry, coming from Oracle, he was sort of an insider. It was interesting, but the point is, is that is a 10 X dot. And if he thought two X, like, how am I going to make CRM a little bit better?

Ralph: We would not have salesforce. We would not have cloud computing. We would not have all these things and we would not have this mausoleum towards his idea or to that great idea in the salesforce tower in the center of San Francisco. I’m going to pause there.

Lauren: everyone that is listening, you have to understand, evaluate for yourself. Are you in the same position? Are you falling to that two trap where you’re thinking, what more do you specifically need to [00:12:00] do of what you already did? Are you in this like moment of grind? Do you think if you just grind a little bit harder, if you just get that extra client, will that make the difference for you?

Lauren: What you’re saying is I invite you to abolish that mentality and think of all the ways in which you can 10 X live in a world. how might we get to a point where it’s not necessarily just 10 X of revenue, it’s 10 X of output, 10 X of impact, 10 X of true growth. And I think, especially now at the beginning of 2025, Everyone listening and us included are in a big planning space and we’re just past the point of people giving up on their New Year’s resolutions.

Lauren: I mean, some will argue that was like at 12 0 5 a. m. on January 1st, but we’re two weeks into the year. the gyms are getting a little bit less crowded. And, uh, to that effect, it’s, while you’re planning, if you can imagine a space, [00:13:00] Where you’re suspending judgment or resource restriction. What does that look like?

Lauren: What could you do? And, one reference, if anyone knows who Eckhart Tolle is, I follow his Instagram present moments and like, you’re in a place of stillness right now. You’re doing the Bill Gates. I’m. Learning, I’m removing myself from chaotic situations, which allows you time to think and imagine what does 10 X look like?

Lauren: So that pause for anyone that’s listening, it’s okay. If you’re in that trap, if you’re like, if I just work a little harder, if I grind a little more, if I sacrifice a little bit more sleep, if I just, if I just, if I just, if you’re using that four letter word, just. You’re justifying incrementality versus envisioning atypical impact of stratospheric success.

Ralph: So good. Yeah, it’s so true. But by the way, huge fan of Eckhart Tolle. ,

Lauren: follow his Instagram ones. Like when you were saying today you were

Ralph: follow him on Instagram. That’s

Lauren: Oh my gosh. No, there’s like 65, 000 of us in his present moments. And this [00:14:00] today, he said, stillness is where creativity and solutions to problems are found.

Ralph: It’s so true. It’s like, where do you get the best inspiration for all the great ideas that you have in your business? It’s not usually while you’re working. It’s usually while you’re like, for me, it’s

Lauren: toilet.

Ralph: the toilet in the gym, taking a walk, talking like just random stuff with my wife, you know, walking on the beach, driving, and this is

Lauren: got a really cool H2 project that I want to tell you about Ralph later, but I’m not ready yet. I was taking a bath and my phone was taken from me. I was not allowed to have any technology. Like my stomach was hurting. I went to take a bath. Everything was removed. I was like, I got to read my book.

Lauren: And it was pulled away from me. And in that 45 minutes, probably like an hour and a half in the pruning moments of me just becoming so wrinkly. I have. You know exactly what I’m talking about when you’ve taken a bath so long. But like, it came up with this big H2 project that [00:15:00] I’m super excited about.

Ralph: for me. It’s not baths. It’s driving I love driving. I’m in Maine right now. I have to go like my mother, unfortunately, is in the hospital. So I’ve got like a two and a half hour drive. I’m not necessarily looking forward to seeing her in the ICU, which

Lauren: not listening to this. Don’t listen to this.

Ralph: She’s going to be fine by the way. She’s not dying. , anyway, but I’m looking forward to the two and a half hour drive. I really look forward to it. I mean, some people, like, I know, the founder of Spanx, Sarah Blakely, As she was driving to work every day, I’ve read a bunch of stuff with her.

Ralph: think she was actually on masters of scale podcast where she talked about this. She’s like, where did you get the idea for all the things that you’ve done with Spanx? She’s the first self made, you know, forget the Kardashians. She’s the first self made female billionaire. She’s like, Amazing. I always tell my wife, it’s like, we ever go separate ways.

Ralph: I’m going to figure out a way to get to know Sarah Blinkley. Anyway, she’s just so cool. But what she does is on our way to work, she [00:16:00] drives, but then takes a different route every time.

Lauren: Mmm.

Ralph: that does is it forces her and she doesn’t use ways or anything like that. Maybe she does now, but it forces her mind to just start wondering and that’s where she gets her best ideas.

Ralph: So one of the core concepts, a couple of things to take away, because we do do takeaways here is for 10 X gross. remember that, that phrase, this is one that really stuck with me. I’ve now have this set as a reminder that goes off at like every morning at 8 AM, which is the only way to make your present better.

Ralph: Is to make your future bigger. I love that because it’s inspirational and it’s just so good. So. Let me give you a couple of things here, because I know today’s episode is a bit short that one of the key strategies for 10 X growth. I just wrote down some of these notes is first off, identify what he refers to as your inner 20%.

Ralph: So everyone knows the 80, 20 rule, Pareto principle,

Lauren: Can you just explain it for those that [00:17:00] want to be reminded?

Ralph: a good recall there. So the 80 20 principle is basically 80 percent of your results come from 20 percent of your efforts. So figure out what your 20 percent is. What are the things that you are best in the world at you individually, you do better than anyone else. And the other 80 percent is the stuff that you’re probably still doing, especially if you’re, you know, if we know our perpetual traffic listener, you’re probably having a challenge finding the who to delegate or just delegating.

Ralph: And in general, the 80 percent is where you’re not working in your zone of genius. Or your unique ability is Dan Sullivan says. And it’s crazy that I’ve never been a part of strategic coach ever, but because I’ve read like every one of his books, anyway, this is the one that I hadn’t read because it was with Benjamin Hardy.

Ralph: So figure out what that 20 percent of activities that drive the most significant impact for your life or your business is, and then focus on those high leverage activities and eliminate or delegate. Find a who for the 80%. [00:18:00] Now, a lot of people are going to say, well, I can’t afford that who right now, because it’s going to narrow my profit margin and all this.

Ralph: I get it. I understand it. Fair enough. But look at it as an investment.

Lauren: Can your future self like, that’s, a lot of people do like back letters, so Chris Mercer. Who we know and love, and if you don’t know and love him, what are you doing? Find him immediately. Some of the

Ralph: best

Ralph: hair, second only to you in digital marketing. I mean, really right up there.

Lauren: There we go. accept that tremendous compliment. so he, writes a letter to himself every six months.

Lauren: And he writes it as a letter from his future self. So in six months from now, so he’s like, Chris, you did great. You kicked off 2025 with tremendous success. And he does that to make sure that he’s making decisions that the six month version of him now that’s writing that letter to him would be proud of.

Lauren: So if you’re in a place where it’s like, I know my margins are tight, I don’t have that investment kind of stuff. I just [00:19:00] invite you to like Mercer yourself. With the version of you in six months from now, that potential version of you think that you being tight or frugal or identifying investments as expenses with that person, six months from now, wish you had done it sooner.

Lauren: Wish you had done it bigger. Like what would they look at? There’s going to be times where like you literally can’t, you have to pull up your bootstraps. That’s fine. But I bet there’s a lot more times where You are thinking you can’t, but you’re like, okay, maybe you, instead of investing in X, Y, and Z, you could cancel Netflix.

Lauren: You could cancel home fresh delivery. Like there’s some privileges that could probably free up one to 3, 000 a month where you suck up a different lifestyle so that you’ll do today what most won’t so that tomorrow you can do what most can’t.

Ralph: Ooh, that’s good. that’s a quotable quote right there.

Lauren: It’s a quotable quote for sure. Cause I didn’t come up with it and I’m sure the person who [00:20:00] told me didn’t come up with it either, but yeah, it’s, you don’t lie to yourself. for sure, there’s going to be times where you’re like, you can’t, and you feel like I can’t hire that salesperson, I get it. A salesperson based in the U S can be a huge investment, but there’s creative financing.

Lauren: There’s creative solutions and there’s definitely lifestyle preferences that for the most of us. we think as, basic levels, but there might be a chance for you to do it. And Jim Carrey had said in a quote that I saw, and I hope it was him. And I just didn’t get like fake news, but he’s like, if you’re unwilling to give up a year of your life and your current lifestyle choices, you should have no business in expecting an infinite possibility after a year.

Ralph: It’s so true. They actually use Jim Carrey as an example in the book as he wrote, famously, he wrote the check. I

Lauren: oh, yeah.

Ralph: check to his future self. And in the notes, I forget it that I’m going to screw up the story here, but it was basically is in the book and it’s [00:21:00] like, you know, thank you for your first major motion picture, Jim.

Ralph: And he wrote a check to himself and then lo and behold, I forget what the timeframe was, it was three or five years and it came true. He did. I believe it was the mask, not mistake. We’ll have to look that one

Lauren: That’s what I was like. I think it would be that.

Ralph: think it was the mask. Yeah. So anyway, so

Lauren: you cost him to the same thing.

Ralph: yeah. Oh, when he sold solutions, eight.

Lauren: Yeah, he had written a check to himself. And he kept that check on his desk. And now he’s written a bigger check.

Ralph: it’s so cool. so that’s part of this whole mindset here. So identify that inner 20 and then. I look back on our last 2024. So 2024 for us was definitely, it was a, I would say it was a rebuilding year. One of the biggest expenses that I think I had that I invested in was our COO, Ryan Hodges, who paid a ton of money for him.

Ralph: He came up with as a SAS guy, it’s here living data suite, [00:22:00] which we’re now selling like bananas. Secondly, restructure the whole company to set us up for amazing growth. And. We broke even and even lost money on some months in 2024 because I invested so heavily into the who’s changed a lot of who is in the organization.

Ralph: There was a big restructuring sort of we’re coming out of that right now are poised for this big growth. So it’s like if you can do it. Make the investment, even if it hurts you, that’s one of the things that I think a lot of business owners get stuck in is like, Oh, I would love to be able to do it, but figure out, take the butt out of it, figure out where and we’re about to hire somebody who’s a fractional CMO for us.

Ralph: And I was like, I told my CFO, I said, figure out a way to pay for it. I want it to be cost neutral. 2024 was a year where we were investing. Now we want it to be cost neutral, figure out how to pay for it.

Ralph: And

Lauren: neutral. That’s such a good term. Like I like cost [00:23:00] neutral creative financing. I will say like you said, I want to but something I’ve grown up with. Anything you say before the word but is irrelevant.

Lauren: So,

Ralph: Tony Robbins says, put the word and for your butts,

Lauren: oh, okay.

Ralph: that way you don’t negate what

Lauren: I was, I was like, okay, I don’t, I was just like, oh my gosh, do I admit that I don’t follow Tony Robbins and I really don’t know his stuff? I know who he is, of

Lauren: course.

Ralph: he really thought of it. I think he just took it from like most self-help people. They just take stuff from other people really. I

Lauren: I told you Kevin Hart is the reason where I got that 10x because I heard of the way that he does his planning every morning, every night he goes over his goals. And he says he goes over his, month goal, his year goal, his five year goals, his 10 year goals. And he does it every morning when he wakes up every evening before he goes to sleep.

Lauren: And he had said, he’s like, what I will accomplish in five years is. So much bigger than what he thought was possible, and he always [00:24:00] overshoots what he thinks he’ll get done in a year. But if he didn’t have those massive five years goals, he wouldn’t be able to surpass it even further. So you would say, like, oh, that sounds like he probably read these books as well.

Lauren: But it doesn’t matter where it originally comes from. The point of the matter is the idea. And how you apply it to your business. And I think there’s a lot of us that we go through too. you invested heavily. You did a lot in 2024 Ralph. And like, we all have these feasts and famine cycles and stuff.

Lauren: It’s just. If you really are in a famine stage. Okay, we get it. Absolutely. There’s tons of creative ways. I would say if you’re in the telegram group, you go to perpetual traffic. com for such telegram. There’s a whole bunch of incredibly intelligent individuals that if you really are in a place where it’s a famine, there’s a lot of creative solutions and there’s a lot of genuine Desire to help each other because all tides lift the ships So that could be a really good solution But if you’re [00:25:00] not actually in a famine and you’re in a scarcity mindset pretending it’s in a famine your six month chris mercer version of you is gonna slap you on the wrist and I would just Evaluate that when you’re thinking that’s just my only word of caution

Ralph: hundred percent. So to go back to sort of the key strategy, so the first one is develop that, that inner 20%, figure out what your 20% is and then figure out how to eliminate and or have someone else do the 80% so you can stay in that zone of genius. The second part of this is exactly what you’re saying with Kevin Hart, with Mercer, who knew that Mercer was an inspirational figure, but it doesn’t surprise me is to develop a 10 x vision.

Ralph: So I have a reminder that goes off every morning at 8. 05 a. m. of what my goals are for this coming year. And then I meditate on it for, for a little bit. And then I have a couple of other things that are on there. And then I actually do my meditation. And then that’s sort of, and that meditation is sort of like projecting out my future self.

Ralph: Not to go too woo [00:26:00] woo here. I use the mind valley app for that anyway, however you do it. The point is, it’s like you have a 10 X vision and then you need to articulate that to your team. Like my team knows exactly where we want to go. 50 million valuation 2025. That is it. So surround yourself with talented people who share that vision.

Ralph: That’s a key part to this. however, defining. What the vision is, and it should be ambitious. It should stretch your limits. It should be slightly higher than you think you are capable of. If not, Very much higher, like 10 X for us. It’s like, I’m not exactly sure how we’re going to get there. That’s okay.

Ralph: And one of the things I heard, I think it was Jack Canfield said this, believe it was in the secret. He’s like, yeah, you can drive from LA to, you know, to New York in the middle of the night and only see 200 feet ahead of you, like you don’t need to know the entire distance. Yeah. We have a ways and Apple maps. [00:27:00] Yeah. Right, right. But the point is, it’s like between LA and New York, that’s a really long distance. You don’t have to know exactly what you do all along the way. The point is, is it’s an analogy of you can only see, Martin Luther King said, you don’t need to climb the entire stair. All you need to see is the first step.

Ralph: So the first step is all you need to do right now. But it’s not about the how here. It’s about the who. Remember, you’re not the how. You have to find the right who’s in order to create that 10 X future. So which leads into that, build the 10 X team, surround yourself with those talented individuals, create a culture of high performance, innovation, continuous learning as a culture element to this visionary stuff that has to go along with it for sure.

Ralph: And then last but not least, he says, one of the big things is you have to embrace the fact that you are going to fail along the way and use something called intelligent failure. So understand that making the leap to 10 X is inevitably going to be failures all [00:28:00] along the way. But view those challenges is learning experiences.

Ralph: Yes, that’s cliched. However, very true and use them to refine your approach and improve the chances that you actually reach that success. The point is, is like you’re thinking not 10 percent or 20 percent and you love this. I know we talked about this before. I think this is another analogy. Maybe we can hit on is Jimmy Donaldson, who, you know, as

Lauren: Mr.

Ralph: Mr. Beast.

Ralph: they. We’ll draw him out. I immediately thought of you because we talked about this before. he embodies 10 X. Why is he the number one or number two YouTuber? Like now he has his own like TV show. It’s like, he’s gone insanely big. he totally embodies this thinking.

Ralph: he explains that making YouTube videos that are just 10 percent better than everybody else may get you. I think the stat that he uses maybe four times the number of views. In other words, an increase of quality [00:29:00] produces some kind of exponential results. However, if he makes those videos. 10 X better than everybody else.

Ralph: Then all of a sudden it exponentially increases. That could be 400 times the amount of use. And it’s not

Lauren: Jimmy does with It’s not just the views. he’s developing wells. He’s building businesses. He’s not a creator anymore. He’s a strategic business owner. He has employed hundreds of individuals. He is disrupting the creator economy. So his vision of 10x again, isn’t just on views.

Lauren: It’s on growth and impact.

Ralph: and if you’ve seen his life, if you haven’t seen his videos, you should see his videos. Like we’re all in marketing here. It’s a great example of a business mindset. he spends so much time on making one video so much better as opposed to just pushing out a ton of content and making it just a little bit better.

Ralph: And [00:30:00] okay. And that’s his mindset. That’s the reason why he’s so great at what he does. Yes. He spends a ton of money on his videos. Yes. All the money that he makes from YouTube, he pours it back into the business, but well, we should leave a link on the show notes of like of his story. Another great documentary that maybe I watched this one before I went to bed one night, but I probably stayed up and actually

Lauren: I was like, but did you fall

Lauren: asleep?

Ralph: I didn’t fall asleep.

Ralph: Um, but he talks about exactly that. It’s like everything that he does, he literally lives in his studio. he doesn’t live a luxurious lifestyle. It doesn’t drive a Lamborghini. He doesn’t do

Lauren: just get engaged. So he has a social life,

Ralph: okay. So he does have a social life. That’s good. Um, so the

Lauren: is

Lauren: dedicated to his A lot

Ralph: a hundred percent and that he embodies this whole spirit.

Ralph: So I know we’re at time here, but the point is, is this is a good way. I was reminded of this by a friend of mine is like, yeah, fail Friday is last was last Friday. It’s like everyone who sets their goals and on the 1st of January fail Friday was last Friday. look it up. everyone’s now like, [00:31:00] eh, I don’t really know.

Ralph: Those goals are maybe a little bit too much stretch. I’m just going to go back and do what I was doing before. Well, no, this show hopefully will inspire you to continue on those goals. Set those goals. Maybe a little bit higher as a great man.

Ralph: One sent to me a

Lauren: lot a bit higher!

Ralph: is. You need to set your goals higher than you think you’re capable of setting them.

Ralph: Because think about it as an archer. The archer does not aim directly at the bullseye. He aims above the bullseye to account for gravity. So when you’re setting your goals, whether they’re 10x or 20x or 100x, set them so you’re reaching high.

Lauren: Shoot for the moon, you land in the stars.

Ralph: absolutely, because even if we don’t hit what we hit, like we know I’m going to hit it this year, you’re still going to like, we’re not going to be the same company.

Ralph: I’m not going to the same human being a year from now. And that’s exciting to me going back to Dan Sullivan’s quote. And I’ll say it once again, the only way to make your present better is to [00:32:00] make your future bigger, make your future bigger, professional traffic

Lauren: is better, is what the conclusion of this episode is.

Ralph: And that’s not just making money.

Ralph: it could be making money. Impact all the other sorts of things that get you excited. So make sure wherever you listen to podcasts, leave a rating, leave a comment. It’s now comments over on Spotify, which is very cool. Let us know what you think of today’s episode.

Ralph: Yes, we are going high level. Think big 10 X. Is easier than two X. and of course, watch us over on our YouTube channel, over perpetual traffic. com forward slash YouTube, all the resources we mentioned here or over at the show notes at perpetual traffic.

Ralph: com. So on behalf of my amazing cohost in 10 X cohosts, Lauren Petrullo, till next show, see ya. [00:33:00]

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