So does that mean that like the vast majority of your real wealth creation has been in like the 10th last 10 years? No, in the last, like few years, but you are, you you are broke. I was young. I would consider myself broke. I would say, I started from zero almost in 2016. When I launched the machine I wouldn't say death row. I mean you're a millionaire you would be worth at least ten. I would say I was probably worth like you know, 15 or 20 and that's also not broke. But to me I was like, bro.
Future billionaire, a millionaire is broke. I feel like I could rule the world. I know I could be what I want to join. Say exactly
what you just said to me, when we finish our recording with Rob Dyrdek I said I think that was the best episode of mfn. We've ever done. I don't know. I don't know if I'm just on a high right off of it, but I believe. So people can tell in the YouTube, comment section. Tell us, I to me, this was the best episode we've done.
Something episodes, how many be done Jonathan something? Something like 400 episodes that was the number one. My favorite, the best episode we've ever done. The from beginning to end, I'm shocked. So like you asked him, we started getting along really well. And you said, Rob, what's your net worth? And I was like, damn, is it going to answer that? And he gave the full answer. We're not going to say it now, but it's somewhere in the middle somewhere but he gave the entire answer where he broke it down. He talked about his I've just actually shocked that he said,
most of the things that he said and it was amazing and a great way and a great way stories of two companies that he's built and the stories were phenomenal. We talked about net worth. What he does with his money, how he thinks about investing, we talked about like how he kind of went from beginner at business and making all the mistakes to now being really sophisticated and how that all happened really short about time, we talked about his his house, the forever estate, the dream that he's been building around and how he does, it was we touched it. Hit all the buttons had the
Operational. The Tactical the entertaining the humerus. It had everything that I like in an episode but in one so I'm I couldn't be happier right now. So if you use YouTube, whether you're listening on a podcast or you're actually watching us right now, let us know in the comments what you think or if you're not a YouTuber just tweet at Sean and I it's Sean VP like vice president, Shon VP and then the sampar and add Rob to it and let us know on Twitter or if you're a YouTuber, let us know.
There, I'm very curious what you guys think and tag Rob, if you can give us a wave of feedback, I'm going to send it all to Rob after after the Pod to show him the love because I know people are gonna love this. All right, without any further. Build up, here's the episode with Rob Dyrdek. All right, we're live, Sean, you missed it because you're late, you're always late. And that's dear to. That's his whole thing is timeliness and he was talking mad shit about you because you're a use it, his face and his time, template that he talked about, in the last
I am human optimization was the big the line from his last time. He was on. That's when I think it's like in our trailer now and Rob, if you are human optimization, I am human on optimization. I have the opposite and hey look the beauty of you know, time Mastery is its time flexibility and understanding that life is this living experience but nothing brings me Greater Joy than to know a man that was using my time.
I'm data for customer acquisition and knowing that how much I collect my data and how specific I am with mastering, my time would be seven minutes to have me waiting for seven minutes even more. It makes life more G to me to know that for you knowing how much I respect and use my time. So thoughtfully that you would steal a little bit from me, even as fun, you know? Man. It's very fun. Okay, that is well played. I appreciate that.
Did we are talking about a bunch of stuff for you. Hot did Rob. I want to talk about that in a second but you came on, I think two years ago or a year and a half ago, I don't remember, I just reread the comments a minute ago, everyone said the same shit, which is the exact same thing I thought, which was Rob's just a skater, he's smart. And does good TV shit and all that stuff. But we didn't realize that he was this profound and that pod, I felt like one is your, what does gear coming out as like this? Like human optimization think. Now I've watched you
With so many other people and you've gone more in depth on some of your stuff. Is that true was that like the artist formerly known as Prince moment. You guys get all the credit. Thank you. That's what I was looking for. Hey, because, because because let me give you this, you let out with trying to talk to me about you, did you didn't know depth of research into seeing what I was up to you. Let out with some skate talk and TV talk and then I went on like a 20 minute rant so that you could understand the depth of how I operate ya then.
Entire conversation changed for an hour. They don't mean and that to me is like the funniest part of the experience was I said, okay? They didn't even they have no idea who they're talking to. Let me, let me lay this out real quick. And but again, I'm so thankful that you guys the conversation turned to because it was also like I have been collecting the data using my rhythm of existence, but I've never shared it before so even then sharing it with you and then you guys
Reposting it. It really began to like create the wave and then you guys put out a little thing that was about how would Rob monetize his data. And so, you put out this entire thing about how to build an app and and what I would need to charge in order to create a business out of it. And it really started the wheels in me of realizing that man, I need to turn this philosophy first into then.
Usable digital product that's more intuitive, that's deeper than an app that's actually a software that allows people to realize this level of Harmony and overall happiness, that I've created through this system, which has led to where I'm at today, of continually pushing the philosophy forward and ultimately creating a software was inspired by you guys. We get all the credit. That's nice. There's actually a couple listeners who after they
I heard that made their version, they're like, dude, he was talking about this, it sounded so awesome. He said, he might share app. We haven't seen it yet. So I just went ahead and I made my own version. It's linked to Google Sheets. Those kind of a janky version, but I definitely inspired. I mean many people to look inward to be like, you know, how am I treating my time? And it seems like you had the kind of the complete balance. You were like, I have my time that's with my wife and my kids and then I have my work time and then I have my body, you know, you had it all. So I think that definitely a lot of people to look at it, but it also inspired some people to try.
Build their own version of that tracker so that they could have the kind of the, you know, the what gets measured gets managed that type of attitude around around their time. Yeah. And again, I think it's so much more complex than that, right? Because times alive and your time and experience your present. Basically, your whole life leads to this present moment in time. And then the energy that you feel at this present moment in time is ultimately the quality of your reality that you're in, right? So time ends up
being this much more important aspect of learning to manage. And then you're changing all the time. The world's changing you're selling companies, you're starting new companies, your kids are growing all these things, so like managing your time and how you stay balanced. It is constantly changing as well as you change. So it's this ongoing focus in my life, that it's this constant assessment and an adjustment to lead me towards a better.
Probability of a better future experience and that's what's difficult when somebody makes their own app. There's sort of a philosophy in a rhythm and a process that I'm creating in the software that makes it much more intuitive based off of the type of personality you have in the way your life rolls to get it to actually work because otherwise it just feels like you're making checklists and and making data. And then it gets too difficult and it's over before you join Shawn we are talking about Andrew huberman. And the reason why we're talking about him is because
Cuz I like to skate Rob is a skater hardcore. Obviously, professional skateboarder and huberman loves it and we were talking about that and I don't know if you know what momentous is Sean but it's like they're one of the main advertisers on the Hebron and pod and it's Andrew him. It says like this is the only protein that I like. So obviously I bought a ton. That's what I drink every day and Rob was like. And I is it Jeff? Is he the CEO? I'm supposed to talk to Jeff CEO. Yeah, yeah. Yeah, I'm supposed to talk to you.
Because Ken right out introduced us who was also on the Pod and anyway, Rob was like, yeah, yeah. You know, that's cool. It's amazing to see what, how past that business grew because of hubermanns promotion. You know, I co-founded that company not too long ago and it just crazy how fast it's grown and we are like, wait, what? Rob you co-founded momentous protein. Yeah, and look in and here's the thing with Momentis protein, I co-founded it with now Juan in 2016, the when they brought
Do it to me. He had a vision for creating basically the most premium supplements that the market had ever seen the Ferrari of supplements. It was called project one at the time and Matt's was forgoing his first year of Harvard to build this company was 18 years old and his father Marquand hadn't been one of the big investors in my professional skateboarding league. So I had a relationship with him and said you know I would
Do this project with his son. First thing we had to do is Rebrand it, right? It really like create a name and a soul into what is the absolute Pinnacle of supplements momentous, right and all the way down to where I even you know, went through the whole process of even making that logo. You know. Like me that m is like this Timeless extraordinary logo and Rob if that's you and Photoshop or this is like a creative agency. Pitching you guys. How does that happen? You take it, make it back. This is he
Literally, an illustrator of the agency, sent some logos, and me cutting up the agency's logo and being like, no, get rid of. There was a circle in the middle. I'm like, no, this is like, look at this. Informs, I can end in a mountain like I literally cut and pasting in my illustrator, the momentous logo, love it. And so we launched that company. And what happens? We don't sell a
thing. You
know something. What do we got? We got the most older price my protein.
In the entire industry. It's like it's like 35 percent above every other protein, like literally. Nobody buys it. Nobody buys it now. You, what do you got? You got an 18 year old CEO. This kid doesn't even every single day is another thing of like. Oh that's what happens in business. Your your if you want to talk about the headwinds of no man's land in the pain of launching a business with an 18 year old genius, right? Because he's brilliant.
But he was 18 and didn't even understand anything about a company and you can't advise somebody into running a company. You know what I'm saying, you have to fight the fire, learn the battles to ever, learn how to operate a company. Long story short, this this business never got off the ground for years and I finally now he's older. I'm like look man, you've got to make a decision, you've tried everything you've done all different types
Partnerships, you've made all different types of verticals of product. It is the Ferrari of supplements. It is absolutely the purest and best you kept it real, but you just can't find a market for it. You either have to sell it or you have to find somebody to merge with but you gotta move on your Now 23 you learned everything go fig. Take this skill set that you learned and apply it to a business that has a more relatively faster growing.
What were the sales? What were the annual sales when you when you had that conversation? I want to say a few million and just losing money year over year and how much did you put it? Yeah huh. How much did you put into it to start? I put in shoot. I want to say not much like 200,000 and the first leg at the beginning to get it off the ground and another hundred thousand three hundred thousand maybe do split Equity when you do that like a fan, I got 30% of the business. Okay, okay so so now
All man raised so much Capital Any, Which Way but Loose, you know, now I'm on the board, I'm in board meetings like and there's I'll tell you what, nothing as painful as board meeting after board meeting when there's no Revenue growth and you're just burning Capital, trying to figure out how you're going to tell a story to raise more Capital to keep the dream alive that went on for a significant amount of time. We got credibly diluted and then the, it was just like, hey, man, you got to make a decision.
Vision here on what your life looks like, forget about this company. Forget about this investment you for gold going to Harvard to build this company. So you essentially, like stepped away from this big education, which always like in the beginning, I was like this kids too smart to go to school, why? He should just go start a company. He doesn't need to go to school as I have kids and I'm older like 70 years later. I'm like, man, I was like the bad uncle by advising him to not go to her.
Heard and
I'll do this company with you gasps them up, right? Like I think he should have went to Harvard in hindsight but again diluted all the way down. He went out and found amps. The business that Jeff was running at the time that I actually man. I looked at in 2015 and almost did a deal to own half of PR lotion and the amp product because of how much I believed in the IP of of what they do.
Develop because it was built through this biopharma group that I was doing deals with back and 15 in my early days of hustling and they merge and in that merger, then they did a deal. Now, their joint companies that the whole company becomes momentous and then they lock in that humor been deal and then the business exploded overnight overnight. Wow, do you ever wake up in the morning and dread the day or
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Wisdom unlocked a so this isn't based program that helps it may transition to a stable life outside of jail. So if you're interested, you can check out practical stoicism on Apple Spotify or wherever else you get your podcast. Do you know how much should it grow by, man? Like 20 times right? Like it is now poised to like now, make a real run and I would attribute it to the 141 media.
To consumer that Andrews huberman was to the product, right? So we could never find an audience, it didn't matter how much add spends, we did, where we spent it, we had deals with NFL teams at MLB teams, and all these athletes and all this stuff, but it was when it finally landed with someone whose core media is their authenticity in the science side of human optimization. Then he's saying hey and he's has this
Massive platform. Then he sang. This is the very best supplements because they are in fact, the very best supplements when you tie those together. Boom, that thing goes, that's an amazing story. What do I have now? I don't know. What do I have now? Like 4%, I mean like glue so now you know call it nine years later I already gave up on the brand, don't even like claim it like looked at it when they emerged as an exit. And now it's just
Like completely exploded. But you know, and yes, I'll get like a return on my 300,000. That would be significant to, you know, probably a regular investor. But you know, for me, in the co-founding game should have been, you know, I looked at selling that business for 100 million in under five years and having 20% of it. When I, when I measure that out in 16 verses, you know, selling you eight years later and making a million dollars wherever
I end up getting diluted on the end and like, okay, cool. You got like two and a half times your money, but that's like that's not. Why you play the game of venture creation? I think that was my perfect so I might be my favorite story that's ever been shared on this pod for a couple reasons. One, you told a great to it had it had all the drama, the elements, two and three, you're very honest. Like most people that come on this pod. We're like how much did you put in there like a hand wave? We're like it's doing well now and then they'll yeah it's do.
But they won't say that last part which like, yeah, but, you know, it's been eight years. I got diluted and honestly, I'll make kind of fuck all on this. And I'm really the game, I'm in, you know, that's good. But the game I'm in is to create great X. Very honest. I want people to appreciate that, because that is so we do. We've done 100 plus guests of people that are from all walks of life, people that are post economic. They already made it, they have no incentive to not fully be honest with the situations and it is very rare to hear that. So I really, really like that. I got two follow-ups for you on things.
As you said, they're the first is you said you kind of think maybe you should have gone to Harvard. I think there's an interesting question, that applies to a lot of people, which is like, should I go to college? I kind of feel like they are people who make it their like I you don't that's not where you learn it. You learn in the real world. It sounds like you were kind of in that boat. But you said, maybe you change your mind as you've matured or with your own kids. What what's the thinking there? What is it? You should have gone to Harvard because the company wasn't working or you came to appreciate something else about the value of college. I think I've come to appreciate the value of college above all.
And as someone who quit high school and started his first company at 17, you know what I mean? Like I think about the but do appreciate college or Harvard and top 20 colleges. Well, Harvard obviously has a higher level of like Prestige, but but what I never understood even back then was the looking at business in a multi-dimensional way, learning everything about business.
Understanding product, and and supply chain, understanding brand in marketing and customer acquisition, understanding management, and hiring, and teams, and understanding sales. And then understanding operational side, really understanding the financial side, knowing that all of those have to integrate into a financial model that you've got to bleed. You can execute because that's how a business actually becomes successful is when you project. What you're
To do when you actually do it, not project a fantasy. So you can raise money, right? And I think that going to business school, you at least are leave. What the fundamentals of that and have a general knowledge that when you step out into the real world and really try to build a company, you're at least going to have a foundation of what you're launching off of versus what he did. What I did when I was
Watching all these companies when I was young all the way into my 30s or what he did at 18, your you have such little general knowledge of how it all works, because you're such an optimist especially when you're really smart, you can figure things out fast but there's just too many things that you don't know when it comes to like the complexities of building something like a business, right? And then my second question was this is nerdy on the protein side. But how did you actually go?
About creating the cleanest up like because I've thought about this many times which is there is definitely a market for people who want this, the highest quality purest, grade best best for you product. It'll pay the extra 20. Bucks per bag to get it and what do you? You look. I think the supplement industry is notoriously dirty, you know, the place where they make stuff there. It's if you test these things, they don't turn out very well. So did you guys do anything radical to actually achieve that result? Or was it just finding the right partner? And then that was it. It was, it was first like the
People who helped develop it, right? We're all like trainers, and for the 49ers in the Celtics, right, then, it's all the certifications that make the, I can't think of their exact name, like grass and full support, whatever these Enter Sport, I whatever they may be but these certifications that are very expensive, right? So now, like the layer of anat. What does that dude, man? I just keep putting pressure on price and margin, right? Because there's just a certain point where it's like, man. It's so expensive, more expensive.
Pensive do even the people that really care, is it making enough of the difference, right? For the absolute premium. The, and to me, absolutely, we'd find a consumer and that consumer never showed up until huberman. Said to that audience, which converted Sam and now has Sam talking to Jeff, like you, it's like that level of authenticity the product backed that up, but it may, we never found that level of media.
That could validate it to reach a large enough consumer-based, that would be willing to pay that extra amount of money. It's a dice roll. When you launch a business to do it like that, we need to get the certification business, I think. Yeah, that sounded like the real business. Yeah, there's this is cruelty free certified ink. We will certify everything for y'all for the low low price. By the way, it's funny that like Joe Rogan is like bro Oprah but now to Berman is like dr. Phil or dr. Oz or something.
Of the of this kind of like the guy media game where it's the doc, if the doc says, this is the way to go. If he says this is clean, you know, you can move a lot of product, like an unbelievable amount of product in a short amount of time. But look you think about it's like when you think about the depth of him and how he approaches it like you know how deep it is. So it's like he's earned that respect from you and so it's like you don't have to you don't question whether or not like he's going to put as much effort in.
Ation as they possibly can into a running shoe, you don't even look into the technology. You pick the color and which one feels the good, you know that they're going to do all the work to get it. They're developing that level of authenticity is incredibly difficult. You know, because there's a lot of other people that are huberman asked that do not have his depth, which in turn does not allow or his process that you believe in which in turn doesn't allow them to carry the same weight that he does.
That was probably just a straight cash deal when you guys bought that ad spot I would imagine right? Yeah I'm not entirely sure. I was involved in the company at that point I'm not I'm not entirely sure what the, what his deal is but whatever it is, he got underpaid, whatever it is. Hey, whatever it was too little looks I am not privy to what it is but whatever it is they got a deal. You don't have any snow that what
What are some other Venture creation that you've been up to? That was one amazing. Education story. You got me hungry for another? Do you got any other interesting things? Yeah. Looking and how many have, how many of you even done? Have you done? You've done dozens of these. Yeah, I've done a bunch. I've done a bunch, you know. No, man. And that's and here's the beauty of it too. Is like, I've made so much money, right, that you can play the game, more honest, right? Which in, you're not really, you're judging yourself off of your irr.
But once you get to a certain point, you're playing the game for the speed of the irr and the scale of the IR and its potential. Because when I started the game, I wanted to build 50 to 70 companies and make, you know, own 25 to 35 and sell them for between, you know, 50 million and 150 million and make 20 to 30 each. But when, you know, you sell a company for 200 million and get, you know, 150,
Julian you're like, well, that's way more fun. Like, how do I how do I move this number from 15 to 30 million a deal to like, you know, 50 to 200 million a deal, right? You just begin to change as your sort of evolving and what do less deals you want to do less deals, right? And then you, you want to be much more focused on the opportunity and then focused on all the Lessons Learned. What? I start a supplement brand with an eighteen-year-old ever.
Again I would not, you know what I mean? And so let me give you an example of the thin and opposite version, right? So I was approached by a really, really seasoned CEO who had just built a company in sold. It was a footwear, brand called great, okay? So I also owned a pair of those man, right? So so you understand ham is a brand and him as a brand Builder and as a CEO like, you know,
No, and he had an idea he wanted to share with us and it was in the beauty space, and he essentially presented to us this concept of filtered shower water, is this overlooked Cornerstone of creating your beauty routine. Like your water is filled with all this garbage that dries out your hair and dries out your skin. It does all this stuff yet. For some reason, no one's approached Beauty and filtering the water, right?
So we do all the in against, okay? Wow, this is super interesting. Then now you look at it from a business model, right then it's like, wow, now it's reoccurring Revenue. So it's a single bit of Hardware that now the filters have to be replaced. So now you've got this reoccurring Revenue now. It's a super experience CEO that as as a depth of knowledge in DTC. So it's not like you know a lot of times you'll find a experience CEO that came from retail who just oh it's I want to build an Amazon business.
Right, because retail so hard. Like anytime you find people trying to transition to, what they think is an easier way to create sales is always a red flag, but it, but again, now he has the understanding the knowledge and now it's like, is this space valid. So we do the research, what do we do? We go. And look at the entire space of all of the filtered shower heads. The entire Market, it is tiny, tiny, tiny under a billion dollars, right? And he wants to charge
$135 for the unit $35 for the filters, you know, you can go to Home Depot and get a shower filter for like 19 bucks. You know, there's like one Premier premium one that's sold by a beauty company, that's, you know, kind of chrome your whatever that's like, $99 $100, but no movement. And so when you look at that opportunity, you look at it. Like it's as clear as can be where it's like, man, this is either pure white.
Case. And there is a real opportunity to like make this matter in Beauty and make a massive business or it will like, literally just not work. It is like so pure but then the tantalizing side is well boy if it works, man, think of the friction it takes to get a shower head in but man think of how low the journal beyond the subscription because it'll be way more friction to take it.
Completely out to stop your reoccurring like subscription every two months, and put back your old shower head that made it this incredibly compelling concept. And by the way for the listener, this is basically your showerhead. I don't even I don't think most people know this, but the showerhead it's not that hard to remove. You can got to do it yourself. And what you're in is Jolie is this Jolie is that, he said it will be jolly and you basically they give you a ride because I've seen this company that killed it and your
and I think they did 4 million in sales in the first year. Do you basically they send you a thing of new shower head? You, they send you a wrench, you put it on there and then you put little like filters and packets and I think they smell nice or something like that and they might have some type of other good stuff in there. But the premise is that for all the really hardcore Health nerds they're afraid of some of the chemicals and minerals and that are in city water. And so they want this to be better and I have friends that have like what's that one? Like charcoal
Water filter that's made out of metal that every they do that for their home. Like they do these really like ten thousand dollar project for their home. And what this product is is that for a shower head did I summarize that right? I think that's correct. And it's the efficacy of it, right? And then how did they launched the company? How were they able to go to 4 million? And now this year you know, they'll do close to 40 million is that they opened it up by putting in your ZIP code so you can see all the contaminants in your water.
Nice. So how they did all their initial customer acquisition is they got all the data of what it because the water departments have to report all the contaminants in the water. And so they scraped all that data you put in your zip code and then you got a complete report of all the stuff in your water. That's how they did customer acquisition for months before they even had the product out the enemy then they did pre-orders before it launched, right? Then what we all hanging on for what's that first?
Quarter of churn, the churn was at like, you know, 1.2% like the subscription. It's like everything about it and then it was just growth month over month of a month, then they just keep evolving. They launched an air. One in the grocery store, they have a giant display and you can buy them in Erewhon, right? The it's like entire process of how they did it overnight because you got to think how do you value a business like that.
That business is valued at 200 million plus in a year and a half. Because how do you really look at that? Where it's like, yes. It's selling Hardware month-over-month, but then it is stacking subscription dollars. So it is, it is this extraordinary Hardware subscription, service that is incredibly rare that has made it so valuable overnight. He built the company with three people where the primary investor. It's
The ball and never raised another dime ever again, chef's. Kiss. What sighs check you do on that one? Yeah, I did 800 in that way. So that's, I mean that's that's that's substantial right for an early stage startup. I mean, you know, I go, I'm all over the place but I'll go up to 10 million, you know me. So when I think 800, I think it's like, kind of small. What's been the biggest bet like, where have you plowed in something like 10 million into what type of bet was that, you know?
When I my professional skateboarding League, my production company merged with Nitro Circus and created thrill one media and then we sold through one media for 300 million, right? Of which we got 200 million, right? And this was sort of like the layering in of my production deal and then the group that bought thrill one. I
10 million with them to buy me and then did a separate deal as it relates to having a bigger stake in the production company that I sold and my league and the overall Sports property. Because I knew during that, that transaction I knew I was going to negotiate for a bigger television deal. So I basically leveraged my ability to go and get a lot of value for the company. So I got
All this Equity back, they just paid me, you know, close to 200 million. So I use 10 of it and to invest in buying me so that I could turn around and hopefully make another knot not nearly as much but hopefully like another like hundred to a hundred and fifty off of it a couple years down the line and when you say we is that like Dyrdek family office or is that you don't have a fun, right? Yeah. It's just your family office just my money. Yeah like no I this is all my money so I and I just run it like a family office.
Just look at that is where I would deploy Venture Capital, right? So if I just put deploy Capital into real estate and Ventures that I have much more control over and or I have a higher leverage, your position, but it was amazing. Think about this in the closing of the deal, it was the most money I made in one shot, right? And the most like I had invested it, one side and a venture. So with the like here on my, you know,
Passing that deal in the zoom call. It was the most I made in the most I invested in and 111 here. Here would, you know whatever? Like I whatever my like, final check off on, was it? But again what are the stakes of it? It's whatever. You know what I mean? I look at it as it's fun and like I'm underwriting the business because I went and signed a massive television deal. So I'm underwriting that entire roll up and it's amazing Partners. It's Dana
Light and the 42 family who owned the UFC. So it's like, even being close to them and knowing them for so long just makes the joy of even partnering with them fun and exciting. And I dedicate very little time to it, right? Like I still help sort of adding the vision and how to continue to evolve and grow it, but I, you know, continue to shoot television at an even much higher scale, like now I'm shooting.
I'm 336 episodes a year up from 250 to that still at four percent of my time. That's, you know, essentially five hours a day twice, four times a month for 10 months, right? Like is essentially what it is but it's under written, the entire roll up, it is, you know, a billion dollar television deal over a seven-year period with the production and everything involved. I get all my talent money but then I'm also leveraged into
The roll up in the production company again to sell it again and it's just squeezing water out of a rock. You know what I'm saying? It's like looking at opportunities inside every deal. You know, there just isn't a world where I'm just looking at, like, where are the ways for me to add leverage create opportunity in each one of the ways that I look at every one of these deals each and every time who are some of your business
Advisors mentors friends that are helping you develop this muscle because you know you go from anything, you want to do you go from a white belt to blue belt eventually? Your you can become a black belt and it sounds like, you know, when you started you were more white but like everybody and now, you know, looking at structures, looking at ways to double-dip looking at ways to, you know, measure, okay, I want irr. But also, I should be thinking about the gross dollar amounts and maybe fewer deals with bigger deals. Who have you learned a ton from that? You, you respect either as a
And our mentor on the business side. Well, you know, I don't think anybody plays the game like this, that I know that's been my circle, you know. I think it's a, it's an experience and it's that like continually looking at every deal multi-dimension. Right. And I think like, the gift that I actually had early on is I used to look at media and marketing, multi-dimensional, right? So like in early days, I would, you know, be able to look at like a television show and how are all these ways that
I can monetize it, right? Like how do I own the rights of media and then I could sell that to different people. Like I always looked at opportunity multi-dimensionally, but I didn't understand how to build and create value in business. So, I never looked at business, multi-dimensional, and I just think I'm at, once I taught myself really had to look at business holistically and how to create and build businesses to sell creating value that, then I began to look at, you know, how can I see
All of the opportunity in these different angles in order to create the most value for myself. And a lot of times underwrite risk, you know what I mean? Like, if I didn't know, I was going to go in sign that Mega television deal, I wouldn't have put into 10 million, but I, but then I said, well, what if I go in, sign this deal, how much additional Equity will, you give me for my 10 million, right? Then they're like, oh, if you go and get that deal, then we'll give you 12 extra percent. You know what I mean? Like then it's like I just literally, overnight made my
Ten million worst like 60 million, and under written it off of the deal that I'm going and making hundreds of millions of dollars to just do, you know? So it's like you're and at the end of it and keep in mind through all of this, I work less now than I've ever worked in an amine. Through optimizing my time, and getting more and more efficient of how I use it. I work at about a forty hour week to manage my family office. All of my Venture portfolios and
Television and a podcast. What do you think you're worth at this point? So you have you have liquid. You have obviously a liquid, what do you think the kind of the old the n-word the net worth is at and you do your goal with that and last podcast you go I need to be a billionaire like I deserve. So like yeah where we remember that line, it was a beautiful line. No no, I don't. But that's really funny. It's like I'm, you know, I was doing because you got to think, like, you know, I have this in between our last call. I had this hired
Amazing CEO that came from a family office structure. I needed somebody that understood business understood sort of the Dynamics of a family office but was also young and excited to go on a journey to a billion dollars, right? And so I have modeling for just my cash flowing assets, that take me to a billion, forget about any of your Venture stuff and building out sort of your pathway. Through the business side, I have modeling out to the year 2050 that I
And fully integrated on all asset classes that I'm even investing in. Now, where do you make the billion dollars? You make it either slowly over time at compounding or in big chunks, right? So if today, my net worth of all of my assets is a little Oak just under 350 million, right? That the, the pathway there's the slow long Pathway to a billion that's easy through compounding, right? Because because
The majority were so just like seven or eight percent correct, right. And with the de buildings, now you got to think about the way the building's work in the real estate work is I'm getting five to six percent cash to like tax-free cash but I'm still getting 7 to 10% Equity growth over the long term and and some of those are, you know so you know call it with the cash 15 16 percent irr is but a lot of the buildings that I have sold, I ended up with like
I've
been in 42 percent irr. And what do you do with that? You 1031 exchange it and and you get new buildings on an ongoing basis. So like that real estate even side of it is compounding in a unique way and then with my cash, you know, money markets are given you five percent right now close to 5%. And then I keep a significant amount of liquid dollars in sort of Nuveen high yield funds that kickoff around it Blended, 10% that are
Aren't going to grow but you get cash for your cash. You're making so much cash off of your cash then you're making so much cash tax depreciated cash off of your off of your real estate portfolio. I look at that, I called the modern cash flow portfolio, where it's just, that cash is underwriting the expense of my life in the family office, right? And so, I don't even like when I have these big exits and when you know, all the money I get made,
From TV. I look at all of it through the lens of how much am I actually making post tax per hour. So, okay, it seems like I'm making a lot shooting television, so efficiently. But, and how much time I actually work on the Dyrdek machine and the actual Venture side of the business. When you look at long-term capital gains versus ordinary income, but boy, when you look at the amount of time I spend on that cash flowing portfolio and real estate. It's a couple
Hours a year. And so what do you have as a as a dollar per hour? Go like, what do you what is good for you? What is bad for you, right? So like everybody has a like you know, if I do something that that's two saves me, a hundred dollars. I go return a blender to the store. That wasn't a saving of a hundred dollar. It was, it was a loss. I'm looking at a million an hour's, though, you know. No, that's your goal like, as it relates to energy and effort that's put into right? And and, you know, because I it's fascinating when you look at how much money I make from television.
And then, what that ends up being post tax and fees even though it seems like a limited amount of time because I, and it's only four percent of my time. But seeing all of them through that lens, it's a way more interesting way to view it all, you know what I mean? And again, it goes back to time. Because what life do you want to live? Right in? And where do you get time? Where can you buy time back? But ultimately, where are the places? Where you make the most money in?
And people don't believe in them. Like this idea of passive income. Passive income is not buying a building that you've got to operate. And you're constantly dealing with like trying to keep it rented and things breaking, and trying to make decisions. That's not passive income in real estate. Passive income is when you give money to an operator, and they give you cash back for your money, that's when you're doing nothing. Now, you're you're what you have to get good at is evaluating
And creating principles for the type of operators, you'd be willing to deploy Capital with so that you know that they're world-class. And that you what they say they're going to do that they do. Which in turn, all you're doing is reading statements and putting a little bit of time to think through strategy future strategy, a few times a year. That's the mean the difference on the way you choose to get into an asset class and based off of the last pod you you're saying how like
I think you said I think you're 47 now, right? I think you said in your late, 30s, you screwed a whole bunch of shit up. I think when you were trying to raise money from, I forget the, the VC or PE company, but you're raising money for something and you're like, dude, my business sucks. I'm losing money, turns out. I was wrong. So, does that mean that like the vast majority of your real wealth creation has been in like the 10th last 10 years? No, in the last, like, few years. But you are, you are broke. I was young, I would consider.
Myself broke. I would say I started from zero almost in 2016, when I launched the machine I wouldn't say death row. I mean you're a millionaire you would be worth at least ten. I would say I was probably worth like you know 15 or 20 and that's also not broke. But to me I was like bro.
Future billionaire, a
millionaire has broke, he described it. He was like in my 30s he's like I spent this this and you said phrases, like I had nothing and I was and I
but I would tell you that the majority of this wealth was all created between 2018 and 2022 over that four year, period, right. And now it's exponentially scaled, right? I don't even know, you know, when I think about sort of how I I kind of I very conservatively value to Ventures that, get me up to the 325 Zone. I could easily push those two. I could easily say those are
Are, you know, push me closer to 4, right? And but it's also like then, okay. What is, how do I want to continue to create like bigger opportunities in the future? Because I'm always like five years into the future. The same way I understood in 2016, here's the strategy. The strategy worked only, it was bigger than I had anticipated. Then all these other additional things that happened. I had the clarity of like this is what I was going to do. But then that Clarity the universe
Hired to create more opportunity that I capitalized off of and got to this scale that I could have never imagined in such a shorter amount of time. In all it does is make me see, further and clearer on how I can get the scale even bigger. Which leads me to believe compounding. I become a billionaire over time but I believe I can create some Ventures, including the software that I create that and the platform that I want to build speak to that core audience, that
I
believe I will be able to monetize it at a much higher scale and a shorter amount of time with my existing portfolio of assets and if you Google your name you'll see like you went on a little bit of a buying spree where you're buying like I think for really, really nice homes in LA. But I thought there was a quote saying you're not going to live there. That's rentals a is that true and B what type of real estate are you actually buying that you consider cash flowing? Real estate versus just personal?
Yeah, so I would never buy a house of rent. That's like the I didn't think so. I thought it said I thought it said that maybe it was like, on the, what's it called? Like the dirt or like the real, something like that? Yeah, really what I did in this, the this will give you an X like Clarity on how much money I had and how dumb I was in 2015.
Okay, I had met my wife. All I wanted to find was a forever home. I had like, realized in 14, like I had begin to develop learning everything about business and everything. You got to think in 2013, I was dumb as dirt. I was at the bottom. I didn't understand business, I didn't understand anything. I hired all the consultants, and all the groups and began to formulate everything I needed to learn to speak the way. I'm speaking today.
And the strategies of what money is, where do I want to invest it? Never even heard of multifamily units in 2014, right? I then took all of my money at the time I had the, all the money I had to my name in 2015, it was 12 million dollars in cash. Moved it all to cash like because I had money and all these different Brokers. It didn't know what it was here. I am in 2015.
With a vision for like, how I'm going to create a venture Studio, the Dyrdek machine, and the whole thing, and I'm looking for a forever home or a place to buy, and I find the most heaven-sent piece of land that God has ever created. In a gated community in Beverly Hills. That is a like this gated community to a private road.
To a four-acre Promontory with unobstructed views of the entire La Basin Hollywood Sign ever. The most extraordinary property I have ever stepped on in my life and paid 10 million cash for it, and then took launch this dream with two million. How do you know? Because I was like old man. This is my destiny to build a house and live on this land forever.
Just land, it was just land, just land. Call it forever. Estates and I have sense. And so in that neighborhood like where it is, I have bought multiple houses and remodeled them in the neighborhood while I continue to design forever, Estates as it's called and kept it, all these years carried the cost, you know, 200 Grand a year just to carry it spending Millet. Like built a whole designed a whole house is the architecture team. Fired them hired say oh
The best architects in the world out of South Africa, and we have just been designing and designing, a design. It was part of the vision of like, I'm going to spend the rest of my life in Forever. Estates like that's where I'm going to live. There is no better piece of land in the city of Los Angeles. It's the most extraordinary poem. I rented a house for three and a half years, bought a house for 6.5, sold it for like nine five, two years later after remodeling it bought another house for four
48 put two million into it. This house that I'm in. Now is two doors down from the entrance to forever to States. So, when I begin to build it at the, in the fall that I can be there every step of the way, but what however, begin to build it in the fall with, how long are we have time later? We talked this has been eight years and we really
begin to building. This is the perhaps it would take forever. Estates
yeah. Hey and what world say to me? They're like this is crazy. And I'm like, man, I'm going to LIT there forever.
When I build it, I don't even want to think about the cost, it's going to cost me 20 million to build. I don't even want to think about it. I needed to get to generational level wealth to even like I didn't want it to be a burden. That's why I kept buying houses, and kept working on the design. And then now you've gotten to such a scale. What's the strategy now, while I'm putting it into a trust, I'm paying cash for the house to build it, and then I'm going to pay rent to the trust and then it's going to build an
Endowment. So that this home can be in my family forever but run it be self, operational that is so it doesn't have to be tied to the estate that it will be ran. And then there can be family meetings and forever, Estates for hundreds and hundreds of years into the future, right? And you can't even get to that way of thinking, unless you have kids, unless you create generational wealth, and unless you get to that time, but that all happened.
Over five year period that is an extraordinary transition to get it started. It started with a horrible decision. I mean 10/10 people Channel you took look I put I could have put tent think I'm going to let you know how many build a how much money I had invested in buildings in 2015, 100,000 100,000. I had invested 100,000 and was Makin, you know, seven G's from that.
One and and like I put instead of putting 10 million into a cash flow which would I would have been set for life if I were to put that 10 million into the buildings that I put back in 2015 that got like 40 percent irrs like and we're kicking off like nine percent cash. I would have been like set for life from the compounding in the cash flow of that one thing. Oh no. Oh no. I took 10 put it straight into a liability. You're saying that now, I'm carrying the
Lost of paying the taxes and double homeowners. Be because it's a double lot. So I'm just carrying 200 Grand a year of and and then I'm paying all these Architects on an ongoing basis to continue to design and develop it. Absolutely ludicrous. You're amazing. Are you taking adoption? I think you're 15 years older than me, you know, I could be your teenage you're taking applications. Yeah, I want to go to Forever Estates man. I've ever seen.
It's for you is going to be more like a decade of State. Sounds like the way it's take it. But that is like, hey, and look even if it lasts forever. What's a decade, man? That's, that's a drop in the bucket. But, but think about it, it seems to me. I don't even eat, just another part of seeing my life, completely, and multi Dimension, because it's like, it's my relationship with my wife and kids in time. It's the health that I have. It's how every part of my existence has.
Can you to expand and get better? I didn't get better in just business. I didn't get better in just I got better in like all aspects of my existence on an ongoing basis. So that house if I would have built the house, I designed five years ago, I would have been so bummed because I got every six months, I would get a completely new design, get it in VR and as I changed and thought about and got clearer on what I wanted the future to look like and how I would want family me.
Eating's here in 200 years. Like it allowed me to keep evolving and keep evolving to wear when I finally got to this point where I'm just about to get the final permits it feels right on time to me. I love that, right? And and it's like I'm healthier happier, wealthier wiser. And I know that I'm just going to get healthier happier wealthier and wiser till the day that I die. And right now. What's my goal 1 million hours of life
Is in 54 days. So, where am I spending a significant amount of my wealth understanding every single aspect of my body and having a very deep longevity plan, that allows me to enjoy life and live it at a high level. At the ripe old age of 112. Someone get the 114 just fall off a cliff. I, oh my God, Rob you're raising. So I was gonna ask you about longevity like perfect segue, right? Yeah, I want to
About that too. And what I was going to say is very similar to that, which is when I sold my first business, and had my first bite of like financial success, I was able to get physically fit, it was definitely a little bit easier. I could hire some people, but also like, I felt a little bit more calm and I had more time is this new focus on longevity and focus on all this up, is that because you now are financially successful and have more time? Or do you think that you always had this bug? And what are you doing now health-wise. I have been doing.
It non-stop for. As long for 20 years, I had got my first blood panel and started optimizing into my blood work in 2012. So, for me, the what, where a big transition was in 2015, around the same time, I had made the decision that like I was in the best shape of my life, but my body was always a key and I had made this decision that I started having a doctor come to my house, five days a week and all I
to do was build a perfectly structured, physical system, and there was no timeline to it. And really what it led to is triangulating a ton of different therapies which in but in the process allowed me to learn every muscle in my body, how the fascist system works, what are my neurological deficiencies? What are all of the things that I need to retrain in My overall system internally as it relates to Leaky?
Dim blood-brain barrier. All of these sort of things that lead to inflammation that lead to heart disease and all these different things that reduce your quality and length of life. I had been doing over a decade. So now, the way I approach it is so sophisticated because I know every single aspect of my entire function, holistically of my body, my mind, my time, my energy, so it's a different level. So what happened,
And when I got to this scale of success, I refer to it as Peak top. It's the same psychological chaos that happens to a drug addict at rock bottom. We're like you finally make the chest in you wear. Like you don't you can't be a drug addict anymore and something shifts and you mentally. I finally got to. I'm, it happened to me on the other side where like you started getting more and more disciplined and healthy that you all of a sudden were like
Why would I ever not just be extraordinarily healthy for the rest of my life? And what happened? From that point I have not missed the day of getting up at 5 a.m. I have not missed a day in the gym. I have not missed one day meditating. I have not missed one day. Eating supplements, eating clean. I have not had a drink. I haven't had any sugar. I haven't had a snack any of that for since I hit that like nine months ago, the data that I shared,
With you guys as it relates to the quality of my Life numbers, how I feel about my life work and held 0 to 10 and then my discipline numbers. What percentage did I get up at five? Brain train meditate, get in the gym, eat clean and not drink and take my supplements. It is 100% across this entire year and then my qualitative numbers are at the highest they've ever been. So every single day I wake up. Feeling extraordinary.
Right. And I grew into that. And then the more success I had. If I didn't have to then decide, I want to be healthy. I had been working when in 2016, when I designed my vision for my business and my financial success, I designed a vision for my life success in my health success. So what happened over the last seven years is I got better and better and better at all of it, which led to
This your Forex state of where you have an incredible depth of knowledge of your entire reality and your current state and your future state. So you're just continuously predicting the future and creating higher probabilities of being healthier happier and wealthier in the future, while living extraordinary in the present, what's been? Like the the 80/20 of that like the the things that have made the biggest
Change on your health. I mean, look not drinking, not eating sugar and intermittent fasting and eating a lean protein and vegetable meal to me, is everything is everything because you're just your body begins to clean itself, you feel better about yourself. You make sharper decisions, you go to layers deeper, your emotions are more in check, like, things happen inside the family, different things that are uncontrollable. You're able to, like, like, control all of those better, that just sure.
Diet alone in avoiding all of these processed foods and alcohol like in being committed to that will absolutely change your life because it gives your mind more depth to be able to execute at a higher amount at a higher level in the limited amount of time that you have to execute. So, have you seen this guy? Brian Johnson? What he's doing? Look I look at Brian Johnson as this guy's outrageous. It's too much but I with all my judgment
Because I'm are I like if I would have told myself five years ago. Hey, this is what you're gonna be doing. I'll be like you guys crazy. So I look at the men. I I feel like Brian Johnson is crazy but I'll probably turn into Brian Johnson in like seven or eight years. He's wild, man, he's wild. Yeah, Brian Johnson, just has that look you know what I mean? He looks like a futuristic like own me before, you know what I mean? But I was thinking I looked at the other day. I'll go all he needed. I'll have thee still stand. If he Tans every like this guy's amazing, he doesn't.
An adult like you're a vampire bro. Just he looks like AI all like the new AI versions of people like coming out. He looks like an AI person. It might not even be real. He might not be even be real. He's a mid-journey. And I do look at like that aspect because you got to think about anything. Think about the way that I talk about business, its knowledge and experience and an understanding and then a continual Evolution and growth of understanding the whole like applying that to my
A ship with my wife and family. Applying that to my health applying that to business, applying that to investment implying that to building my family office. Like, almost that way of thinking is based off of gaining knowledge to take something from, not understanding it feeling difficult to then, making it easier than continually optimize it, right? You're just incrementally making it all better. What what are I love the way you think and I love the kind of pursuit of greatness and pursuit of Excellence.
Oh, it's for yourself and having a vision for yourself. I also know that it's inspiring but also hard to relate to Perfection. And so I'm curious. What are the current flaws or bugs in your software that you're still debugging? We all have some bugs in our software, that's running. We're hunting them down and we're trying to squash them one at a time. What are some that are still still in your system? It might be in business, might be in Hell, might be in, you know, for me. Oh yeah.
Nice bag of chips is still a bug in my software, you know, maybe something I'll sometimes when I'm with my wife. I'm not as present as I should be. I'm on my phone but I know that's not really me and who I'm going to be but I'm still catching up to myself in that way. What are some of those for you? You know? I mean, this is going to sound like extraordinarily, though. It's say it, I tried to help you, man, I tried to survive away durable here. No, again, I'm not. There is no, there is no, this is the, I'm not, I'm not racist, but
This is like your to this. Yeah. No, no, I'm not. There is no like, to me it is, I still get triggered like, and we'll get angry. Like, when my expectations are mismanaged at a high level, I'll get mad and get like in snap, right? Like I have I'm not even kidding. You like, even when I get triggered, I'm trying to stop the triggers to avoid saying something like letting it come out, right? Like I'm really but I still feel the trigger. My goal is to get
To like, don't even let things trigger you like when you let people get angry, but you got to think part of like the evolution is like there's certain people in your life that do that to me that I had to let go of. Right and continually optimize for those people in, this is the this is embedded in my soul. This is embedded in my soul when I feel stuck when I feel stuck, when I'm working out, like trying to do deep work or doing it. And I feel stop all I want.
Is pizza and wine. All I want is pizza and wine. It's not even like a matter of like acting on it. It's like my soul feels like it needs. It needs a glass of like wine. And it's like, because whenever I get stuck, it's this this psychological thing of like, just fucking let it all go, let it all go. So, even though I don't act on it because I'm just evolved Beyond it. I still when I get stuck, I the feelings are our
Less than their. But I'm telling you, it's the commitment of where it went 100% health and no alcohol and no sugar and that level it eliminated so many things. It eliminated me being like you know short with people, it eliminated me, like making rash decisions, right? Not thinking through stuff and just shooting from the hip, you know, which is a recovering. You know, I used to say like, you know, Dyrdek Enterprises are monies, Fearless, right? Because I would invest so recklessly when
It was really our money's dumb but that Reckless like let's just push it forward. Like let's just let's just start it and go for it is still something that I fight on an ongoing basis because I'll get excited and energized and see it and be like, let's do it. And I've got to control that impulse just to deny that I've learned to control in this state at a much higher level, but there are very little and here's the thing I look at it as like how Kobe was relatable to me because it was too much discipline and how Tom Brady
Man, why would you not take the offseason off? Like, I used to look at that as this impossible level and to me, I know that I'm I'm reaching this unrelatable unattainable place, it's why I put out a podcast earlier this year. That was the most unrelatable podcast part 1 and part 2 because I just laid out the depth of like actually how I'm operating and what I've learned along the way to get to this level because I do want to
To, I want to be the proof that you can get to a place where you never get angry. You never have a negative thought, where you are completely harmonious and balanced and all your relationships and time and health and happiness, where you are happy and filled with gratitude, seven days a week every single day ever, even under unexpected duress, I am living in and I know it's possible. I want to continue to be proof that
Is then I want to build the product services and tools that other people can use to get to this level and this feeling, because to me, it is heaven on Earth. It is true. Happiness is really the output of this existence that I've created in a relatively short amount of time. Let me run this trend by you guys that I'm seeing it's related to this. So I live part of the time in New York. Probably most of the time in Austin, Texas and I also own a ranch
CH in Texas. And what I'm noticing is that in Austin is almost like a la a little bit where we have all types of Health freaks, you know, it's like it's really cool to be around those types of people and I eat really healthy as well. And I'm noticing that my extreme help friends, they're doing something like that. Like a redneck family, like where I grew up, what they used to do which is they buy a cow. So like you like go in with either you or your neighbor and you go and purchase a cow and someone Slaughters it and then you get like the whole cow for the year and I noticed that Zuckerberg
I think two years ago, he made this commitment that he was only going to eat what he killed or I think even grew and I'm noticing that my health friends are doing this now. And I've seen a lot of tweets recently where people say in like, you know, I'm eating healthy. But I still feel bad. But when I go to Europe, I feel good. And I did some researchers, the FDA, and the European, the EU, how they like measure food, it's a little bit differently, like the preservatives and things anyway, have you? I know you're into Health now and I know you invest in a lot of Health and Wellness stuff. My prediction is that in the
next five or ten years, I think we're going to see a couple Brands where you can buy meat online. I'm even seeing people like revolt against like Whole Foods me do you eat just meat off the shelf from Whole Foods or do you get it from somewhere special? Because I think there's going to be an interesting brand that does this. The next five or ten years? Yeah. Look like my meat.
Is not so special to me. You don't let me when I and so how I do it. How do I do it? I get meal delivery seven days a week, right? And I get from what brand, it's just a local Chef here. So I get that's all organic, right? Grass fed and so I get a salad fed beef. Yeah, young. So that's it. Tastes so bad, man. Yeah, and so look so. So to me, I'm
That's my Baseline. And then I have breakfast Wednesdays with my wife, I have Friday night pasta with my arrive Sunday night Sushi. Like I have sort of the rhythm of dates that I take my wife on. And so when I look at that particular protein, if you will at this stage like I'm I look at that as as as as much as I'm willing to dedicate into what's in my body until I could,
I can get to a point where the data shows me the impact of having Daisy in the backyard and we cut and Daisy up and slicing off a rib is going to deliver more nutrients. That's going to add to a longer higher quality of life. I would need the data to take me there one day as opposed to getting that Nuance in the delivery of the quality of that protein. We're at this point, for me, that's enough.
As it relates to what I'm capable in my personal capacity can dedicate to the quality of the food. You know, I think this is going to be a thing. Sean, if you do, not know there's a company that just raised money from Peter teal, it's called Coop and they're making the Tesla of chicken coops. So normal people could have a chicken coop in their backyard. It's not like believe any Trend. Yeah, that the coop guy. He's the guy crack guy, right? Same guy. Yeah. AJ, dude, I'm so fascinated with this team, but listen, listen right now,
Now, fundamentally would you have your own chickens that you slaughtered an eight chickens? If it was no, it's for the eggs. It's for the eggs. Yeah, it's for the eggs. Thanks Melissa, bro. You just told me that a shower, head companies, going to be worth billions and you just bought a 10 million dollar piece of land when. So what we're you might have an air in your judgment things happening. I know your biggest weakness is you think of the shower, but go.
Yeah, look
for eggs maybe but be I you know I but I don't know. I'm not I don't I'm not you guys when you look at Trends on an ongoing basis, you refine your lens of like the things that were in probable that ended up working when they're harder to see you. Don't, I mean II think my even lens is is always ties back to the probability of the unit economics and the rear.
Occurring Revenue aspect of it, you know, like I look at it so much more through that lens because even when I think about the coke, right, if you're selling a single unit Hardware. Now you've got this incredibly small customer base in the very beginning that are the ultra healthy and then they're there. It's like a mattress. Like in the direct-to-consumer mattress game as soon as they buy one, they don't need another one for for, you know, 15 years, right? Like it sucked would suffer that same sort of
Quince versus five years ago. Coop would get, you know, a hundred million dollar valuation based off of like, there's going to be coups in every house in the world, it's Innovation. It's like the Tesla of eggs, you know. So right My Lens isn't as refined and I always go back to like, like how much revenue the idea could create from a long-term value perspective versus those tough Hardware business.
Has that are minimal margin and you sell one, you know, so what trends interest you now, we're what do you think so to be popular in the next five years? And where are you investing your money for what? Interesting Trends. Are you looking to invest in? Yeah, look, I don't invest in anything. I invest in real estate and and businesses that I create. And right now I have it and invested in new Venture sense, Jolie, you know? Because to me I am I do think when I look out into the future like like
As it relates to the type of stuff that I would do to still be related to biofeedback, you know, Health, customization, all of these things that that helped lead you to optimizing your overall health and well-being. You know, I do think like, you know, you got to think those those glucose monitors, that have that sort of come out to kind of give you an indication of, like, what your blood sugar's doing when you're eating food, that they're going to evolve that to eventually become dopamine.
And cortisol, and it's going to end up being a Cornerstone of like, how you even your life is actually feeling based off of what your blood is saying. In real time, I think that's going to be something that really makes a big impact on the world. And into me, I want to I want to time into creating the existence management system, that helps you manage how all of it fits together to lead to your present moment in time and help you optimize.
As for guiding your life to creating higher energy, present moments that you use with purpose, and whether that's to be on your phone and watch TV with your wife because you're tired, or it's for you to be ultra present with your kids, so that you can actually experience it or you want to be able to design use the present to design a better future for yourself. Like it's really about how do you become this healthy, develop healthy, and understanding in the knowledge.
Of yourself develop the ultra awareness of everything about you so that you can continually live, a consistent state of Joy because feeling Joy over long periods of time is what it creates the feeling of Happiness. So we could wrap up with whatever you want to, but I know that people in the comments are going to be, like, why is that douche bag? Bring it up me. What the fuck? They're already. Good already know. They're gonna flame in the YouTube comments or that. Sorry, I'm just curious Rob.
I
wanted you
to can you can you finish with the two-minute crash course on something? I've been looking interested in you and you know, very well, which is production companies. So I noticed, I don't know anything about Hollywood or TV production, but I my ears perked up. When I forgot who was, they bought Reese Witherspoon's production company for some hundreds of millions of dollars, then I saw that Peter chernin from The churning group, he's doing a rollup of production companies, put in a billion dollars to work. Rolling up production companies, I thought, oh, that's interesting. I read some interviews and he's talking about why.
He thinks there's a you know growing and sort of insatiable demand for content and then you know, I just look at people who create Netflix shows, I go look at it. You know love is blind. Is ranked number one on Netflix who created this I was a small production company like is this like the startup game where you create the next hit show and you become a billionaire or is it a ruthless business? Can you just describe what creating a show or creating a tell a production company? Is liking if that's a good business to be in or not as someone who
Sold their production company for 200 million and who had an offer on the table that fell apart for 400 million recently, it is the worst business that you could ever get in and your life is like and I'll explain to you why it is a chute, which you kill game and the Distributors control all of the money. So like in your you have a hit show and you have this flourishing production
Open e. And then the show gets canceled and your company's worth zero. Hmm, right. It is. And then, the problem was shows, is like, they don't pick them up for long periods of time. I have a five year 1680 episode, order of Television. It is unprecedented in all of production. It does not exist, but why is it hard for me to turn around and sell that? Because it's one single show. And now they look at the and it's so expensive because it's made
The production company so profitable, but let's just say that didn't push you away. A production company is built like this, right? You you've got to build the infrastructure that allows you to have your camera equipment, you're finishing equipment, your licensing for your music. You've got to basically then go and and give a budget to a network who's going to give you 500 grand for an episode. And now you have got to figure out how to pull
all 20 to 30 percent of that in margin, right? So it gets an incredibly difficult to do in the only way that you can do. That is, look at all of the different ways that you can scrape margin out of that budget by owning vertically integrating. So a lot of times they'll be people that, you know, have, you know, television shows and they just get paid in executive producer fee, right? So they will make a lot of money like Jeff Tremaine who is one of the
Producers on my show, you know, makes millions off of ridiculousness and doesn't just off his executive producer, feed nothing, where we rolled in our executive producer, fees, then built out the entire post and finishing and music division to push our margins up to be able to create a sellable asset. Then we had multiple shows and then the call it, the long-term sustainability of ridiculousness created the
Value that allowed us to sell it, right. And so, even if you, you launch and production company, and you have love is blind, and it's a hit show, you're not making that much money off of that show. You are now hoping to stack shows and then end up pulling off of that margin that you get to split, right? And then then you trade on even, right? So when you sell the business you're trading at like, you know,
X times ibadah 56 times, ibadah. And then a lot of times now, they won't even buy you out, right? They will partner with you incentivize your long-term or now because they don't want to just like pay you, you know, five times six times your ibadah and then all of a sudden like the show goes away, right? They and and you were the creative force behind getting new shows, right? So it's a lot more like complex and when you think about like
The big dogs doing it. They're looking at it more from, they're buying the creative minds that are making the new content all the time. So when you, if they believe long-term and content, they're just in. When you look at that aggregate, you can have a couple of them slip and have a couple heroes in there. And when you see all those together, you can bet that thing is going to generate a ton of cash because the industry itself is built around being incredibly lean. And
And being being profitable because they're only worth their profitability and then they can accordion. You got a big show in all this staff in the show goes away. Boom you bring it all the way back down because you put so many people under under the show itself. So that's where the bigger vision is for them to look at. And is there an opportunity for creatives and people in the space in this day. Yes. Because Endeavors doing it. Turn-ins doing it. A lot of people are doing it.
It but it's extraordinarily difficult and and The Gatekeepers are the Distributors, the Netflix, the Paramount's, the, you know, you can attempt to create your own platform and distribute It Yourself, YouTube, digitally, whatever it is, but it is expensive and difficult to build audiences. And then you're really looking at those Distributors as The Gatekeepers to the quality of the asset that you're creating and whether or not someone will make it too.
That you're worth the purchase, all of that credibly difficult in my opinion to make happen. Perfect answer. Exactly. Was looking for Rob, this has been amazing, but I got one somehow, where should people follow up? Where do you want it? You want it on your pod, your Twitter email list, how can people get more rob, you know, Rob's just it Rob Dyrdek across the social, you know, on a.com and just, you know, I got build with Rob, but really, I'm not out pitching nothing. I'm just out trying to figure it out.
Doubt keep evolving. But one day I'm gonna come back on with my software when it's done. Well, first, I'm going to send it to you guys first. And, and then when the book in the philosophy or out in the software's out, then it's going to be like how do we convert the listeners into changing their lives, from being erratic in the harmonious? High-quality existences with the existence operating system, you know? But that's all for the future. Now I'm just
I had to reconnect as I'm thankful for you guys, for kind of starting the spark of the whole thing. And really, I'm even thankful for you posting all the data and using the customer acquisition, from the stuff that I sent you. You know, I sent you all the new stuff. So you don't know what happened to him and I do so basically, he came on. He did the rhythm of existence. He sends us the Excel PDF, we post on Twitter and I was kind of over. And then, like a year later, I was like, all right, I'm gonna start building my email list and I was like, how do I get fans of the show? They'll the like-minded people. How do I get my
Type of people to subscribe. I don't just want any subscriber. I want the right type of person. I was like, what would the right type of person be into it? I was like, oh, dude, the robbed, the Rob. Dyrdek, the that, that rhythm of existence sheet, the time tracker. I think they would be nerding out about that, like that's my type of nerd. And so we put it up as a lead magnet, which was like, hey, come, you know, put your email in and get the you. He'll share his thing with you and we started spending a bunch of money on Robbie amell's. Be like at a six-month music, bro. You're blowing me up with this sheet. You know, it's all good, but you got up.
The photo you're using the wrong photo of her mom from over here. And so we update the found out, I was like, oh man, I feel bad. We take the whole ad down. We start putting something else up, but it was a, it was a kind of moment of embarrassment, don't feel bad, because it it to me just perpetuates, like, like, for me, it just continues to push The Narrative of like level of discipline and commitment and data-driven. So, and Rob, you said it, would you subscribe there was good in that we, we're preaching your
Gospel and makes you look like a badass. I was nothing bad there. I just should have asked you first and I forgotten to do. Our didn't do that and that's why I felt. Yes, I was like oh my bad. Yeah, don't hey, I appreciate it and thought it was funny but I was also like like this is great. Then I was like interested in the data from your perspective of like, okay. Well wonder how many it converted just to kind of understand like how many well there was nothing to convert to write. Like since you had the DocuSign, it was just the views of the PDF with
Like, what I was interested in and yeah, I don't think it ran for too long. I think it had maybe 5,000 10,000 hits, something like that so you know, a good amount for sure but I'm not. And again, I love that as just another data point from my perspective, that's all I was like Hey use the new stuff make you feel more inviting like make it feel more exciting for people to see to because I want to you know continually to perpetuate it. But again I and Rob's getting triggered there. By the way this is him working on that trigger of not getting angry. No I was talking to somebody.
But yesterday about triggers they were like like man, he just pushes my buttons and I was like dude you're like a Blackberry you're just covered in buttons. I was like yeah the problem is not that he pushed a button, you got so many buttons to push like you want to be an iPhone, no buttons. Nothing to push. What can someone do to you? Now you're unstoppable guy and it's possible for everybody to get their awesome but we appreciate this dude. Last time maybe video and audio had like half a million views. I have a feeling this is gonna crush it so we appreciate you. Okay, too.
Till we meet again till we meet again, you guys,
thank you. I feel like I can rule the world. I know I could be what I want to put my all in a day's travel. Never looking back.
