Maverick And Coach Brian Keith Shares How To Get More Done In Less Time (#261)

Jeffrey Feldberg: [00:00:00] Brian Keith helps business owners get efficient business growth with less overwhelm and frustration. That means more results out of every dollar and every hour spent on your business. 

Welcome to the Deep Wealth Podcast. And while do I have a zinger of a guest for you, we have the host of Red Beard Radio, a fellow business owner thought leader, coach consultant. But how about just a great guy? I think that should just do it, but all the others are a bonus. Brian, welcome to the Deep Podcast.

An absolute pleasure to have you with us. And I'm curious because there's always a story behind the story. So Brian, what's your story? What got you to where you are?

Brian Keith: Welcome. I'm happy to be here. What got me to where I am today is that when I was about five years old, I experienced a 100% increase in my cash flow because I went from getting paid half a cent per stamp to lick stamps back in the day on flyers from my mom's training company to getting paid a full cent per stamp that could only be a Cliffs by one year later when self looking stamps came out.

Do you remember that Adhesive [00:01:00] stamps Game changer? And I still got paid my 1 cent per.

Jeffrey Feldberg: Hey, there you go. You know, an entrepreneur born to just be out there, do your own thing in a market disruption disrupting you at such a young age, you're learning the, you know, the rules of the game.

Brian Keith: Well, It's not my fault though, right? It's like this was what I grew up with. And so when I look around at who am I we, love to take credit for our successes and our failures with someone else's problem. Everyone does this all the time. And I look back at my life and I think. Well, there's a story from when I was born that when I was nursing, I wanted to be in nursing as soon as possible and get on the ground and go zooming off, crawling as fast as I where it appears that all the parts of myself I pride myself on are all so innate. They were extent at one day old.

Jeffrey Feldberg: Huh. Wow.

Brian Keith: So who am I really to say, oh, I'm like this. Oh, you should do something like me when the reality. Apparently I've always sort of been like this, and then there was environmental factors that influenced my personality, but I appear to just sort of be who [00:02:00] I am through no fault or virtue of my own.

Jeffrey Feldberg: That's just a wonderful thing. You just show up who you are and not trying to be someone else. There's a great quote that I'm gonna botch, but as be yourself, everyone else is already taken, 

and it might be, I think, Ralph Alder, Emerson or someone along those lines. But let me ask you this, because what I was really looking forward to, Brian, in knowing that we're gonna be having this interview and we're talking a little bit about this offline.

You are working with business owners out there. You're getting insights into what's taking place. They're successful, they're going places, they're type A, they're determined. I mean, you're prototypical when you think of entrepreneur or founder, business owner, that's it. But you're there. You're in the hub of all.

So what are you seeing out there? When we think about success, what are we doing? Perhaps, I'm gonna flip the question here on you. What are we doing from your practice of what you're seeing of helping people grow their businesses exponentially? Where are we missing the boat? What are we doing that's holding us back?

Brian Keith: The most common thing is trying to do too many big [00:03:00] things all at once and not giving enough time for something to be finished. This happens to very close to a hundred percent of people I've worked with where I had one client where one client once where I laid out this beautiful plan for monetizing her training, and then I was at the time a low price consultant, and then she hired a high price consultant.

And of course, Had to go with the high price person. Told her to do the plea disaster, torture her business, and it was a, wherever you put your money and your attention, you will end up doing what they tell you to do. And so we say, okay well, and then Oak gets worse because we always want to know what the hack is.

What is that one thing? What is that one? It's, we're basically all clickbait machines. Like the one trick for losing belly fat, it says like, oh, the one app that if you only would use this app, and today it's like, oh, if you only use this one AI app, your whole business will 10 x overnight. And so we go, oh, I read this great Twitter thread on this one AI app.

I'm gonna start using that. Either you yourself, to your own workflow, say, okay, we're [00:04:00] gonna go start focusing on using this new AI app. Or you tell your team, much worse you tell your team, okay folks, learn this new app. And they're all saying, but wait, we have these three other plans in process one's 80% done, one's 30% done, one's 10% done.

Do none of them generate cashflow until they're actually a hundred percent done? You want us to pause on all those and you and me being an idiot say no, no. Keep doing those and also learn this new thing cuz we're idiots.

Jeffrey Feldberg: Let me ask you this, Brian, because I'm gonna go off on a tangent here, but I think it really ties in to us as business owners, I, I did a solo episode on the podcast where I took the book Stolen Focus and really used that as my inspiration for a whole article I wrote and a podcast.

And the thesis there is we're really scattered brains today, and we blame ourselves, but it's not our fault because we have these multi gazillion dollar. Vying for our attention using ai, using al algorithms to keep us on their platform as long as possible with all kinds of distractions. Because the more we're on the platform, the more advertising we see, [00:05:00] the more money we make.

And the thesis was backed by science. That, Hey, our thinking process, who we are as people, our personality, how we're showing up is different today than it was 10 years ago or 50 years ago. And so I'm wondering in being, you know, all over the place, the new shining object and all these things at once, is that playing into this at all?

What do you think? I know I'm kind of esoteric there, but,

Brian Keith: I think that some of the smartest people in the world are being paid huge amounts of money by these big companies to hack the brains of very specific demographics. You can take any information source and if you only had the full picture, you would know exactly who this information sources focus that.

And it might like, like you and I, okay, we're males and we're not super young, so TikTok is not designed for.

Jeffrey Feldberg: Well Speak for yourself there, Brian, about super young.

Brian Keith: Young and hard, but it's not

Jeffrey Feldberg: Wink, wink, wink. 

Brian Keith: Yeah. So other tools like Instagram has a very particular segment and while it's also used by other people, it is aimed at like women [00:06:00] 15 to 25 or 35, and it is completely addictive there. What's the equivalent for men? It's Twitter and it, the algorithm is changing so much to folks and just this one thing.

So for you to think you can control your a. To these things. And I think that I actually, I think I know one person who's not addicted to social media, maybe like one person total that we're all based on, we're all addicted. We don't, it's not like a morality like, oh, you're better than me cuz you're not addicted.

No. We're all addicts of information because all of us business people today grew up in an age of information scarcity. Do you remember ever going to a college library as a. Because you had your school library. That was a small little thing. Then you walked into a college library, huge stacks, micro fish downstairs.

You grew up in a place like it was as if you grew up in the desert and now you're in a land of free water everywhere and you can't stop drinking water. It's not your fault. It's where you grew up, man. It's when you grew up

Jeffrey Feldberg: Yeah. 

Brian Keith: and it's affecting all of us. And so, Thing that we [00:07:00] are, the basic things that my friend Michael Gier calls it is information environment.

That our information environment is broken because all the skills we learned when I was a kid, there was three news channels.

My information environment was reasonable at three news channels. There was the local paper and maybe the Seattle Times,

And then I'd heard about things like the New York Times or USA Today, which I might see in an airport.

That's the information environment in my brain, but it's worse cuz that's me as an individual of me genetic. I'm designed for 10,000 years ago, pre agriculture, pre anything, maybe for speech, but our genes are not even close to, caught up to our information environment and that training we receive on information environment has not even close.

Caught up to TikTok.

Jeffrey Feldberg: Yeah. And so let me ask you this. So you identified with just about a hundred percent of your clients WII.FM, which is like huge. So Brian, how do we stop this in our tracks, because we're probably not even noticing that we're doing it.

Brian Keith: I think extreme measures are what's required. I've done a number of, in my case, Twitter Fast, [00:08:00] which is my drug of choice, where for 30 days at a time, just a calendar. Spend zero time on Twitter or the AM is still at minimum required for work. If you write for clients on Twitter, as I do, it's challenging.

It's like you've had an alcoholic working in the whiskey factory, but you can still do your best and say, okay, and not just Twitter, but if you're a serious addict like me, then you might need to do okay. No Twitter, no Facebook, no Instagram, no news sites of any kind, and just trust and give yourself a few things like you can text with friends.

No, don't cut up. All inform. But go on an information diet again, what Michael Gier calls it and say you're gonna do a 30 day information diet just as if you are having a lot of hives and rashes, you might choose to cut out gluten for a

And see if their ejection in gluten makes you feel better.

But also, a lot of folks don't know this in the US, gluten is contaminated with glyphosate.

So a lot of folks are not gluten intolerant, they're glyphosate intolerant cuz it's a poison. But they don't know that. So they're like I stop eating right, and I feel better. Yeah, cuz you're not ingesting glyphosate.

If you stop [00:09:00] ingesting Twitter or NPR or anything, you might feel better because you're not ingesting as many conflicts and you're not designed to know the problems of people a thousand miles 

Jeffrey Feldberg: Mm-hmm. 

Brian Keith: So information diet is the best thing I can recommend. I took my last really serious one. It was October of 2020,

Right before the presidential election.

I realized I was going. I'd also just taken Michael Grimm's class on information diets, and I thought, I'm gonna go to an information diet in October right before the election, and if I need to know anything, I bet I'll hear about it from friends. So I did no Twitter, no social media. I just took 30 days off and you know, I got way more present, but also I didn't get invited to.

Because it turns out all the invites to do things with friends. So much happens online and Facebook and elsewhere. So if you take information by it, you might discover, oh no, you don't have friends in real life, or they don't contact you as much as you thought. And just because you know that [00:10:00] their cat was vomiting last night does not mean you actually talk one-on-one on any kind of regular basis.

So it uncovers uncomfortable.

Jeffrey Feldberg: Perhaps as it should, you know, going really back old school and basics and look, you took this information died as you're calling it, but Brian, you're still here. You're with us in the person you survived.

Brian Keith: I survived and the unfortunate consequences. I am now more aware of how addicted I am.

Jeffrey Feldberg: Yeah. 

Brian Keith: This is sadly not a hero returns from the mountain cleansed of sin story. This is a a sinner shows up and says, wow, I'm even worse than I thought.

Jeffrey Feldberg: Well, Knowledge is power. So what I'm hearing you say is where we're just really harming ourselves, missing the boat, if you will, is we're just too caught up. Too many things, too many distractions. Not focusing on what some people call a moonshot or a BHAG or whatever school of thought you come from on this really one big.

To be focusing on. I got that. So when, let me get this straight. When a business owner becomes a client with you, you start putting them through your [00:11:00] system. What are you having them do outside of an information diet and distractions? What are they, you know, gonna be doing that is right and is helping them grow and accelerate? 

Brian Keith: One of the things I do for clients is for a few people, I'm a outsourced coo, and in that, one of the first things I do is I say, okay, I need you to write down every single task you do for a whole week.

Every single thing. This is far from original, by the way. And then after that I say, okay, we have the whole list.

And your bottom 20% of things, the things that steal your energy the most color, with a colored red, you just all spreadsheets, right? Make the background red, the 20 things that lift you up and bring you energy. We're gonna mark those green. Very complex here. Okay? Now we say that bottom 20%, how can you delegate or stop doing it as fast as

And then how can we fill your time with those things at the.

And this is part, this is trying to get us outta some of the trap of the doing all these things you don't like to do. And some of them you actually can delegate. Another thing I look at is I say, where's the money That typically the 80 20 rules everywhere.

And if I say, [00:12:00] okay, so you're working on, typically, let's say five major projects. Okay, so which one of those is gonna produce most of the revenue or which email campaign is really producing the most? Almost everyone, maybe everyone is paying too much attention to things that don't matter as much, and they're not very good at cutting out projects and saying, okay, this is dead.

Which sounds like a contradiction to the shiny objects syndrome of people doing new things all the time. But it's actually the same problem at some kind of root level that what we want to do is we wanna say, okay, I'm gonna go let's say gardening. We're recording this. It's gardening time where I live.

And so we have a big. What we don't have is we don't have chickens. We don't have goats. We don't raise cows. We have a garden and we also usually have bees, our hives diet. This way. We may not get honey bees again, but say, okay we have a garden, but we don't have a greenhouse. We don't have aquaponics.

We don't have hydroponics. We have a garden in the ground with some raised beds and saying, do I want to do hydroponics? Do I want to have my rabbits living above my fish tanks and [00:13:00] growing basil in February? Of course I do. Who doesn't? Right? But to say, okay, I want all these things, but I'm a five-year-old and it's Halloween and if I eat everything I want, I'm gonna get sick cuz I'm in fu

Jeffrey Feldberg: Yeah.

Brian Keith: It doesn't get better with time and it's worse, Jeffrey, because a lot of entrepreneurs hang out with other entrepreneurs, which is a disaster.

Because you use Convert Kit and then you hear about your buddy who's using Keep, and they're like, oh man, your open rates are 20% more than mine. That's fantastic. And your friend who using Keep, they have a friend who's using HubSpot and they're saying, wow, having your website built on this platform, you have way better visibility.

And then your HubSpot friend has a friend who's using mail ship and they're saying, I'm spending $2,000 a month. You're spending $20 a month. And so we're always chasing each other. We're chasing each other with these tools. Instead of saying, who are you in relationship to your market? What is a defensible strategy and what is a course of action you could pursue over the course of years that is The higher likelihood of being defensible,

How long should we [00:14:00] try each path before we kill it off and say that try didn't work. Let's try something else.

Jeffrey Feldberg: So Brian, what it sounds like, I don't wanna oversimplify, but I always look for really what's the short narrative in all of this, and you can tell me if I'm on base, off base, it's almost like a whole loop or feedback system's been created. So on the one hand, we're being distracted. Our time is literally being stolen by these algorithms, these AI algorithms on these social media platform.

Through social media. It's, you know, the new phenomena, fomo, fear of missing out, and then type A personality, Hey, I'm trying this, I'm getting this, I'm trying this, I'm getting that. We get exhausted in trying all these things. We're not as sharp as we usually are. The people around us really aren't any better, so we don't really have some benchmarks to look at.

And so it's a downward spiral. Would that be somewhat depressing? Spot 

on. 

Brian Keith: but there's an answer. The first thing is you have to acknowledge you have a problem. And then you have to take some remedial action. One of my clients in my mastermind group, my accelerator, he came to me [00:15:00] saying, I don't know what to do. I have all this hours I can expend in my side business, but I don't know what to do.

And I said, okay, how many hours do you work a week? He said, about 20 hours a week is what I can do outside of my day job, in my family time. Okay. How many days a week? It's about four hours, five days a week. Okay. Which of those hours is the best for you, like the most energy? And for almost all of us, it's the first hour of our workday.

And I said, okay. So you have five best hours of the week. Which of those five hours is your best hour? He says it's Monday, first hour of the week. Probably true for most of

I said, okay. Here's what you're gonna do. You're gonna go write down three things that are the very highest value cloud craft for this business.

What are the three absolute highest value tasks and your goal on that first hour of that first day of the week? Every. Is to work on only these three things, and you're gonna write down a second list of things. These are the three things that are the biggest disasters and wastes of your time ever. Like scrolling Twitter, let's say you're gonna do everything you can do to avoid these three things.

In that one hour, you are allowed to go waste your time and be distracted to other times. But in that first hour, avoid like the play. These other three [00:16:00] things, focus on these first three things, and if you find yourself distracted or doing anything else during those 60 minutes, come back to those three highest value things.

Now, can we actually do. Yes. All of us can actually do that. We can't fix our information environment. It's broken. We can't stop being distracted. That's not gonna work. But all of us can exert our will on 60 minutes. Whatever your 60 best minutes are of your week, all of us can exert that. Will.

Jeffrey Feldberg: And so, Brian, tell me, so we have these issues. It sounds like you have the answer, you have the antidote with your accelerator, both with your accelerator of what you're doing, which I wanna learn more about, and also when you can be, what some people will call either a virtual COO or a fractional coo, but first with the accelerator.

So what's going on with that? What's your methodology and system to cut through the noise?

Brian Keith: Brainwash. I should add that to the sales copy. I'll have to ask AI if it thinks it's a good idea. We're gonna go have two Zoom calls a week plus a Slack channel, and so there is frequent exposure. And oftentimes someone doesn't end up getting to talk about their business because we're focused on someone else's [00:17:00] business.

We have 10 folks on a call. Sometimes we spend 45 minutes on a single business because mostly a lot of problems are similar across different people, even if they're at very different stages of their.

So we focus on one business and by indoctrinating people in some of these ways, I think about focus and how to ignore things that are actually relevant and training people on how do you smell where the money is say smell the money. I don't mean do careful calculations to detect where the money is in that sense. I mean, you have a hundred opportunities in front of you. 

Jeffrey Feldberg: Mm-hmm. 

Brian Keith: Some of those are highest value. If you spent any significant thinking amount of time in business, your ability to smell where the money is somewhat refined.

If you're a coach or a podcast host who've interviewed a lot of companies, it gets better. If you've worked inside dozens of companies like I have, including some seven figure companies, your ability to smell where the money is goes up, your ability to smell where the money is not goes up as well.

So the goal inside the accelerator is smell where the money. Spend more of your time working on those projects to have more money and including, cuz you have my judgment on your [00:18:00] problems. Try to do less of the things that don't have money in them. Avoid the traps if you can. Just avoid wasting your time on paths that are unlikely to succeed and spend more of your time on places that are more likely to succeed.

And also you're gifted and an expert in your particular field. The chances are the.

Jeffrey Feldberg: So it sounds like what you're doing with all of that, if you took Pareto's law 80% of the actions are coming from 20% of the activities and that could be positive or negative, no judgment on that. You're taking that, but you're really putting that and you're supercharging that because you're helping your clients identify what that is.

You're the accountability coach. The accountability partner, and I suppose, for your clients are saying, okay, yeah, you know what, Brian I don't want to be in those areas. Help me with this. Why don't you jump in as a COO and just take over some of these things and deal with it? Is that what you're

Brian Keith: Yeah, and I tell people no, that's one of the hardest things for entrepreneurs is both entrepreneurs wanna be supportive of other entrepreneurs. And so we're not very good friends because we rarely [00:19:00] tell our friends what you're doing is stupid. You should stop.

Jeffrey Feldberg: Mm-hmm. 

Brian Keith: Is you have to pay someone a lot of money to believe them.

When they tell you that if you hire a business coach for 50 bucks and then you show them what you're doing, and they said, that's wrong, you should stop it. You wouldn't trust.

You have to pay them enough to go like, oh, I'm paying you that much money, therefore I believe what you're saying. Therefore, I'll stop distracting myself.

But that takes a lot of trust, which you gotta build over time. Trust is not free. You can buy trust a little bit. If someone gives you lots of money, they automatically have bought trust them trusting you, but you still have to go display it over time. So in the accelerator, And I routinely tell people, why are you doing it this way or that way's done?

Or I interrupt people all the time. I say, stop what you're saying. Stop. Here's the real question, and I'll take whatever question someone came with to the group and I'll say, this is wrong, and here's why. The underlying problem is this. Over here, we talk about this all the time with content creation, as people are always saying where should I create content?

Or How should I go get big on social media? What channel should I choose.

And that sometimes takes a number of tries, but we always start off with the same algorithm of how I discuss it, which is where better on [00:20:00] video, audio or text, short form or long form in person or like there's this, all these listed questions and it comes up.

The algorithm that I go through generates an answer and then people use it for a while and usually it's not right. Usually something shows up and they discover something about themselves. They're like, oh, well I love doing this, but it's getting no views, or, I don't like doing this, but it's really effective, and they try to figure out, okay, what does that.

And having someone who's willing to say, you're doing it wrong. Look over here.

A lot of us don't have that person in our lives who has the understanding of a lot of the tools that we're using, so we can really trust them.

Jeffrey Feldberg: And so let me ask you this, because you're seeing it in the accelerator, I suppose that's the tip of the iceberg when you're brought in as a fractional coo. You're now in the trenches, you know,

you see those pictures of the iceberg that you know what's above the water, but you have this huge, massive iceberg below the water that you're not seeing.

You're really seeing the full iceberg, so to speak, in that analogy. So if you fast forward to today, what's changed as of late when your COO of these [00:21:00] companies? That would be some common themes across the board. So in other words, if a listener were to walk away today from today's episode, and they can only do one.

Either stop doing something or start doing something or make something better. Just one thing. Based on what you're seeing as this fractional coo, what would you tell our listeners?

Brian Keith: Get better at telling your story through the three Venn diagram approach of storytelling.

Jeffrey Feldberg: Talk to us about that. Sure.

Brian Keith: Everybody knows psychographics and demographics, which are useful, but boring, and our world is getting faster and noisier, and we're getting shorter attention spans as you're talking about. My answer is the three then diagram approach of storytelling, which by the time you've described three different circles, that should only be one person in the middle, which is you.

And then you should talk about these three things all the time. Maybe not directly, maybe indirectly, but still everyone should fuel them in all your content. So for example, how did I start off this podcast? One of my three Venn diagrams is I grew up in a two [00:22:00] business owner family.

We discussed finances around the dinner table.

I got to college before I realized that it's not normal to discuss each and family businesses balance sheets at dinner when you're 12. I was shocked.

Jeffrey Feldberg: Yeah. 

Brian Keith: shocked. That's one of the three things. Second of the three things. I'm a technical expert. I wrote a book on, plus this. I speak on stage about keep all over the world, so I know I have detailed knowledge of these apps that I'm world recognized in these handful of apps that I work in.

Third thing is I'm a copywriter. I've had one client say, Brian Bluetooth, write into the depths of my soul and brought out the words that I didn't even know were there. This was a female client who is a tantric yogi teacher.

Jeffrey Feldberg: Wow.

Brian Keith: Most insane testimonial in the world. I can't believe it. But these three things together.

Copywriters are everywhere, and there's a lot of good ones out there. They're expensive, but they're everywhere. People who grew up in tupe disorder families, also everywhere, technical experts. I'm only one of a thousand. Keep certified partners in the world. I'm in the top 10%, but there's a lot of smarter people out there than me.

But when you combine all these three things together, that forms the basis of a brand, which we can then talk around with stories like [00:23:00] lifting stamps. If you take that basic Venn diagram and then you add on your talent stack, things like, I've interviewed over 200 people in my podcast. I've run virtual summits.

I've spoken from stage, I've written a book or two. I've helped grow a client's Twitter account from 1400 to 50,000 people. You start adding your talent stack, but the talent stack is not in the itself story. No one cares if you're good at Twitter gross, or if they care. They only care in the. It's that basic story around your three Venn diagram approach that allows you to be interested at a cocktail party and tell a story.

When people get on my email list, the stories I tell them are not directly around. Here's my three Venn diagram approach. You should listen to me. My story is, one of them is around how I was able to shoot with a hand, get a seven yards, three rounds inside a one nickel size piece of a target, which if you're in a shooting, it are, you're like a seven yards.

That's really hard to.

Jeffrey Feldberg: Sure.

Brian Keith: I tell the story and it has to do with systems focus, accuracy, and it goes into my core values. But it all sort of wraps around cuz the whole thing. Well If this guy is a pretty good shot with a [00:24:00] handgun, that actually does really relate to, does he understand the software he claims to understand?

And that it creates this plausible narrative. Because we live in narratives. We don't live in sales pitches or, money. Like no one cares about money. They care about how they feel and their stories, right? So if few folks can walk away with one thing. What is your three Venn diagram narrative?

Do you have it really specific to where you could very specifically listed out? And if you do have that, do you have your related stories to 

Jeffrey Feldberg: Mm-hmm. 

Brian Keith: Because if you don't have related stories to it, no one's gonna care. It doesn't matter if you're good. It matters if you have that fundamental. And I have one story, which is in my onboarding emails.

One of my stories, which you've probably seen, this one, is about search and rescue on a mountain with this little girl lost a. And I ended up telling her this story that relaxed as her parents were there having a cow because she lost the tooth. She was crying and screaming. And I used my search and rescue experience, which also relates to systems cuz that's a very dangerous thing into how did I craft a story to help this little girl change her reality in a way where she stopped crying and [00:25:00] grew her courage and walked away with a memory for the rest of her life.

And if you hear that story, you think, is it plausible? This guy could help me with my copy? Yes it is. But I didn't just say, I'm a great copywriter. Give. Because no one cares.

Jeffrey Feldberg: Right. Interesting. You know how you're putting all that together, and you're right, we are really human's all about stories, the narrative. That's what we've done since the beginning of time. So, Brian, let me ask you a question. And this question it's somewhat loaded. It could really be not just a.

Episode, it could be an entire series on the podcast. So whether it's with business and accelerating business or growth, or even what you're talking about. Okay, learn how to be creative, learn how to do a narrative that really reaches out to people as you stand out and be memorable. But generally speaking, as coo, as the accelerator that you have, how does AI fit into all of this in the next one to five?

you know, what do we need to know as business owners? How is it going to change and where do we need to be?

Brian Keith: I think it's going to [00:26:00] eliminate a lot of the middle performers or greatly reduce their value. I was doing a project, it ended up being on Sunday cause I was trying to get some work done before the week started and then ended up blowing up into a big thing as things do where I was asking AI and I trained it on a client of mine's writing.

And I said, okay, how does this client talk about the particular topic area? And AI gave me eight prompts based on what a client had already said. I gave the client the eight prompts. I said, give me audio recording, I guess go to seven. Give me seven audios. He records three to five minute audios in each of the seven things.

I take that transcript, I feed it back into ai. I say write me Twitter threats.

And then I have the AI write me an email on each topic, both based on the initial script, rather the transcript, and then also on the Twitter thread, the AI already wrote.

And then those things. Now I can look at those. I can make modifications as needed.

But in there we're using the original content that guy already had. And then we're using AI to rapidly create new stuff. Just before this call and the 10 [00:27:00] minutes before this call, I use AI to scrape a video, and in this case of the same client, I scraped a video to get a summary of it, and then I took the summary, ran it through AI again to go get a Twitter thread.

But, and then this is all a part of chat c PT four that's already been trained on how the client writes emails and does Twitter.

And so I said in the style of the client, give me a thread. I got the thread back. I almost got in Hype Fury. It's been sent to the client to review, and I got the whole thing done in about 10 minutes to do a thread.

Now it's not a great thread. It's not our best. I've done some amazing threads for this client where I've put all that soul that copywriting into it, and it takes me like two to four hours working from a transcript after I've interviewed the guy for half an hour. So I've done. The Sistine Chapel of Twitter threads, and I've gotten some amazing results and all your competition is about to start to use AI to push out midweek content at much faster speed.

And if the mid WII.FM content is based on real stories that Greater is [00:28:00] told, assuming they're an expert, it's gonna have some value. It's not gonna be quite as good as that thing. That takes me four hours plus a half hour interviewing the.

But even those things they don't have a hundred percent hit rate.

They have like a 50% or a 20% hit rate, but if the hit rate, if getting you millions of views and lots of money and lots of bookings, A one in five hit rate is fine if the one in five hits really hard. But the problem is that all of your client or all your competition is about to start using this tool.

Now, some of us will use it to be trained on the stuff you've already said because we're actually thinking originally. But at some point, like I have, let's say I have 200 episodes of my podcast live right now, that's 200 transcripts. I can train the AI on about how I ask questions and how.

Let's say we could then query that and say, write me a Twitter thread about a topic.

I talk about regular basis, like email marketing. It's gonna say something I can then go do, make some minor edits. Okay, so now let's say we have 200, let's say 200 threads that are, I wrote directly from the podcast, and then I have one that's synthetic based on even still synthetic. Okay. What if I do that another 199 times [00:29:00] and now half my body of work is synthetic, half of it is original.

The synthetic cell still based on me. Okay, so now we're at a one to. Pretty soon it's gonna be 2000 synthetic pieces of content that I've edited lightly compared to the 200 original things. There's a trap here. The trap is you stop being original

Because everyone around you is copying, even copying their past selves.

We all know that in most areas of life, what was two 10 years ago is not true today. There's some things that are still true, but a lot of things are changing so fast. Like email marketing. If you thought that there's still some folks who think email marketing they own a list and they email the list.

If they get, you know, a 10% open rate, that's fine. Well, No, that's sort of true decade ago, but actually 50% is the minimum open right now. Otherwise, you're gonna start getting not in their inbox because everything's changing very. So if you're copying everything you ever said on EMA marketing, you're looking back 20 years,

Jeffrey Feldberg: Mm-hmm. 

Brian Keith: You're gonna be both getting not corrected material and you're out of date.

So how do you figure out how to inculcate your unique [00:30:00] genius and get into your content and your own voice? If you can't figure that out, you're done.

Jeffrey Feldberg: So, Brian, what's interesting, what I'm hearing you say in the example that you gave, let's call it, Four to five hours you were able to do in 10 minutes, maybe it wasn't as good, but sometimes good is good enough. I'm hearing that on the one hand, but on the other hand, what I'm hearing you say, and really regardless of the technology or the tools, this has stayed constant.

If you can be your true creative self, your true authentic self, you're thinking different. You're just gonna be creative. You're not gonna be relying on whatever the flavor of the day is that's gonna stand out. So as everyone starts sounding like each other, because it's ai. Writing all the copy for most people, but you're coming in with your own creative thinking, your own creative thoughts, AI behind the scenes to help you, but you're enhancing it.

You'll send out from the crowd. So it's not as though AI can completely at this point replace what we're doing, but perhaps it can save us time, spur us on to better, more creative thoughts, but it's still the originality coming from us. Would I be on base with that?

Brian Keith: [00:31:00] Yeah, and we have to focus on participatory knowledge. Again, my friend Michael Gim, he says, this is the one thing that AI cannot take from.

And as a result, it's gonna become more and more value, more and more valuable. So like one time I accidentally sent an email for a launch that was supposed to happen the day after, but I punched the buttons, which I didn't know to be sending the same date, but I didn't specify date and a time.

And I sent 30,000 emails a day early to a launch. This is a long time ago, but that kind of participatory knowledge tells you something. And if I tell you a story about that, hopefully you can feel, oh wow, this actually happened. Oh, this person learned something from this

And you can't steal that by, even though AI can mimic it, they can't steal it.

Exactly. They can't counterfeit it. So I, I ask people, what is your counterfeit experience? That's the thing. I have led a rope team, a mountain Rainier, my second time climbing the mountain. It's a 14,000 foot peak. About two or two to four folks die a year on it. It's not a nothing peak.

And I was coming back down on my rope. And there was this huge ice rack, which is like a [00:32:00] mobile home size piece of ice right above the trail. And at some point, that's gonna fall off. When it falls off. If anyone's on this path, one, they're gonna die.

There's nothing you can do about it besides either give up or walk through it real, real fast.

On the way up, we walk through it real fast and like back down. They say, okay, just don't stop. I'm march along and I'm in command of my team, but we're all tired and exhausted as we are, and we're all roped in together. So whatever one person decides it affects us all. And we get underneath the ack, I'm looking up there.

Oh man. You're looking death in the face. And one of my team members stops and I say, what's wrong? Cause we're ways, way down sword. What's wrong? And then, and she has to go fix some of the piece of rope or something. We eventually moving again that attitude of that experience of here's how I face death in the mountains and survive.

To tell the tales. We focus on systems and empathy and whatever else. That's a story that really happened. Now, could AI fake that story? Absolutely. Which is why you need to focus on what are the stories that really matter, and what are you doing? What are you participating in to get that participatory knowledge that is hard to [00:33:00] counterfeit?

Jeffrey Feldberg: Yeah, some great insights there. And Brian, we can just go on and on with this and how that affects the accelerator and c o o and all those other things. But, listen, some great takeaways for the listeners. We're gonna need to start wrapping up. So let me set up the one and favorite question we have on the podcast.

Think of the movie Back to the Future, and in that movie, Brian, you have that famous DeLorean car. It'll take you to any point in time. So tomorrow it's your lucky day, Brian. Not only is DeLorean car curbside, but the door is open, it's waiting for you to hop on in. So you hop in. You're now gonna go to a previous point in your life.

Brian, as a young child, teenager, whatever point in time that would. What are you telling your younger self in terms of, Hey, Brian, here's some life wisdom or life lessons, or, Brian, do this but don't do that. What would that sound like?

Brian Keith: And it's in my current life that's already happened. Not a different version, right?

Jeffrey Feldberg: I'm gonna leave it to you. You tell us.

Brian Keith: If I could hop onto a different timeline that is substantially similar to my life,

I would [00:34:00] hop onto the timeline where my daughter did not die six months ago.

Jeffrey Feldberg: Oh my goodness.

Brian Keith: Yeah, she died stillbirth. And that's where I'd go.

Jeffrey Feldberg: Wow. My heart out to you. And thank you for being just so out there and vulnerable with us. That's a tough one. That's a tough one. And so I guess it's really, how do you come back from something like that? can't,

Brian Keith: It reminds you what matters, right? I've twice gotten smacked around my life hard. The first time was a divorce.

First wife left me and I lost all my clients. My only client was my mom. Everyone else was like, and we're done. Cause I was being dysfunctional. I wasn't providing the value. They should have fired me.

And I discovered that you can get to a place where even eating a piece of bread is a victory.

And even if you, yourself listening to this, have not experienced that. You know People who have, whether you know it or not,

But then the second time when my daughter died, that brings you to this point of what is really important because you don't have unlimited amounts of time and things you take for granted, like about to have a healthy first child may not exist.

Those may be [00:35:00] temporary, they may be stories you tell yourself that have a 99% chance of happening, but what percent chance they.

Jeffrey Feldberg: Yeah.

Brian Keith: like today, people are gonna die in the US and car crashes who, you know, hopefully were very kind to their spouses and their kids as they left for work this morning, or gonna the grocery store, but death when it's close to us and when it's unexpected.

When our parents die, it's sad. We expect it. So we learn all kinds of lessons that are encompassed all these books, but the death of people unexpectedly, especially the young, especially babies.

It brings us back to what role does work have in our lives and what, why do we actually care about money

And what would we trade for anything to have another moment with someone.

Jeffrey Feldberg: Yeah. 

Brian Keith: We should know these things. We should not brush them off as Oh, that's an interesting question and go about our day and go about making money. We can't balance the need to grow our companies versus everything else in our lives. We can't balance the need to build a scalable company that we plan to Exit against everything else in our lives unless we know what everything else is, why it's valuable, [00:36:00] and we ignore that at our apparel.

Jeffrey Feldberg: Yeah. You know, I'll share with you, Brian, while you're going down that path. We've had very successful guests on the financial side, on the podcast, and when we're talking about this, the common theme that they say is, you know, Jeffrey, Looking back, yes, I'm successful at the expense of relations with family members, and I can never get that time back.

I was too busy or I thought I was too busy. I thought it was too important and it really wasn't. And it's one of the few regrets that they have. So you're spot on with

valuing the present moment? Mm-hmm. 

Brian Keith: live with a billionaire. Once when I was uh, summer in college, I was an intern down at the Bay Area, gotta stay with an alumni billionaire and stayed with him for four weeks or six weeks. And I had heard he had one son that he mentioned. Almost never, but it wasn't until we were done staying there for six weeks that I heard that he even had a second child.

I never even heard about.

I had very limited information, but my impression is that he had outrageous financial success at an outrageous personal cost.[00:37:00]

And I think until then I was a lot more focused on how fast can I be a millionaire?

And that was my like well, you know, like lucky a lot of young guys, right?

Oh man, I'm gonna go kill it. I'm gonna go crush it. I'm gonna read Gary V. And then you hang out with a guy, host everything like pool, tennis court, like obviously we.

Jeffrey Feldberg: Yep.

Brian Keith: And you think this guy is poor.

He doesn't even talk about one of his kids and his other kid doesn't talk to at all.

This is horrible. This guy is the poorest man in 

Jeffrey Feldberg: Mm-hmm. 

Brian Keith: And that was this wake up call. I think that my value system that I was operating from as a, what, 21 year old guy was not complete, which probably isn't for anybody, but I was made aware of that. Like, whoa, there you best think more about what your choices are in life and where your energy.

Jeffrey Feldberg: Yeah. Yeah. No I hear you on that. Some terrific takeaways. Again, my heart out to you, your family, Brian, in our thoughts and prayers. But some terrific insights and thank you again for being so open. And Brian, we'll have this in the show notes for our listeners. They wanna get in touch with you, [00:38:00] learn more about the accelerator and more about you being this virtual or fractional coo.

Where's the best place they can find you online?

Brian Keith: Join Red beard.com. Is the place to go get into the accelerator and I'm everywhere. Red Beard Bryan is my handle most active on Twitter. Red Beard Bryan, and then join red beard.com. I also have Red Beard Radio. You can find it everywhere. and@redbeard.am where I interview six figure entrepreneurs.

Jeffrey Feldberg: Terrific. And for listeners, it won't be any easier. It doesn't get any better. It's a point, it's a click. It's in the show notes. And on that note, Brian, this is a wrap. And as we like to say here at Deep Wealth, may you continue to thrive and prosper while you're saying healthy and safe. Thank you so much.

Brian Keith: Thank you, Jeffrey. 

Sharon S.: The Deep Wealth Experience was definitely a game-changer for me. 

Lyn M.: This course is one of the best investments you will ever make because you will get an ROI of a hundred times that. Anybody who doesn't go through it will lose millions. 

Kam H.: If you don't have time for this program, you'll never have time for a [00:39:00] successful liquidity 

Sharon S.: It was the best value of any business course I've ever taken. The money was very well spent.

Lyn M.: Compared to when we first began, today I feel better prepared, but in some respects, may be less prepared, not because of the course, but because the course brought to light so many things that I thought we were on top of that we need to fix. 

Kam H.: I 100% believe there's never a great time for a business owner to allocate extra hours into his or her week or day. So it's an investment that will yield results today. I thought I will reap the benefit of this program in three to five years down the road. But as soon as I stepped forward into the program, my mind changed immediately. 

Sharon S.: There was so much value in the experience that the time I invested paid back so much for the energy that was expended. 

Lyn M.: The Deep Wealth Experience compared to other programs is the top. What we learned is [00:40:00] very practical. Sometimes you learn stuff that it's great to learn, but you never use it. The stuff we learned from Deep Wealth Experience, I believe it's going to benefit us a boatload.

Kam H.: I've done an executive MBA. I've worked for billion-dollar companies before. I've worked for smaller companies before I started my business. I've been running my business successfully now for getting close to a decade. We're on a growth trajectory. Reflecting back on the Deep Wealth, I knew less than 10% what I know now, maybe close to 1% even. 

Sharon S.: Hands down the best program in which I've ever participated. And we've done a lot of different things over the years. We've been in other mastermind groups, gone to many seminars, workshops, conferences, retreats, read books. This was so different. I haven't had an experience that's anything close to this in all the years that we've been at this.

It's five-star, A-plus.

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Deep Wealth is an [00:41:00] accurate name for it. This program leads to deeper wealth and happier wealth, not just deeper wealth. I don't think there's a dollar value that could be associated with such an experience and knowledge that could be applied today and forever. 

Jeffrey Feldberg: Are you leaving millions on the table? 

Please visit www.deepwealth.com/success to learn more.

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