JIM COCKRUM'S CES CONFERENCE #IV 2016 Nashville, TN. Day 1: Brett Bartlett Proven Performance Inventory

Transcription

1 JIM COCKRUM'S CES CONFERENCE #IV 2016 Nashville, TN [music] Day 1: Brett Bartlett Proven Performance Inventory [applause] 00:07 Brett Bartlett: Thanks, Scott. Alright, guys. Hey, I am always so humbled and blessed that I get to stand up here, and talk about internet business. It's kind of crazy to me that people listen to me about business. I mean honestly, it's just insane to me, because it was only a few years ago that I was working a full-time job, just kind of doing the regular thing, and I'd say, "Oh, man. I'm gonna do this online. I'm gonna do this." And people are like, "You're crazy, man." I was always kind of like the crazy guy that no one ever believed. I meant what I said earlier when I introduced Jim. I was buying all the different courses, trying to do a lot of different things online, and I have way more failures than I do successes. And so the whole time, everyone would be like, "Oh, that's Crazy Brett. He doesn't know what he's doing. Let him kind of talk his crazy talk." And now I talk about online business and everyone's like, "Oh, thanks so much." "Oh, that's cool, awesome." 01:12 BB: Hey guys, I have a couple of different things that I want to talk to you about today. The main thing... This is the main thing. I always try to have one direct thing that you guys can remember, and this has been huge for me, because I always try to think, what would I have wanted to know in my journey and I've been so blessed... If you guys were here yesterday, I was bragging on our team, specifically I was bragging on my mentor, I'm very, very blessed. I'm married into having my mentor. My mentor is my father-in-law. He's just built amazing things and he's helped guide me in this journey in the story. And one thing that he taught me at the very beginning of this journey... So very, very beginning and I'll go into some detail of what the beginning will look like, but in the very beginning, this is the message, the one thing I want you guys to take away from this. He asked me this very simple question, and he still asks me this question. It's, "What do you believe?" 02:10 BB: Because how many of you guys have hit rough roads in your online business? Right, everybody. It is impossible to not hit a rough patch, and he asked me that question in the very beginning on purpose, because... And I didn't know it at the time. I was like, "Man, why are you wasting my time with this? I wanna go try to sell some stuff." He asked me that question because he knew that I would need that compass through the rough patches. And this is the question: "What do you truly believe about you and your business?" What do you believe? I can get up here, and you can tell me everything I want to hear and everything. But what do you really believe about you and your business? Because if you don't really believe in you and your business, then when you hit that rough patch, it's gonna seems like the world is ending. 03:08 BB: If I didn't have that compass, if I didn't believe in myself, my team and what we're building, and where we're going, gosh, I can't even tell... It's on a daily basis that something pops 10/21/16 Page 1 of 11

2 up. Everyone kind of asks the same question now, like, "How do you remain so calm?" I go, "I know what I believe, and I know we're gonna push through this. It's just a little bump in the road." You guys are gonna hear different speakers. You're gonna network with different people this whole time, but if you cannot define what you believe, what you believe about you and your business, it won't matter all the tips and tricks that you guys get. Because truly, that's been my big over-arching, guiding compass, so I really, really encourage you guys... What do you believe? And answer it honestly. Don't just get like a cool answer that you think will sound good when someone asks you, like really challenge yourself. Because I really challenge myself with that question on a daily basis before I get up in the morning, and I have to have that in check to take on the day. Family, work or whatever, there's gonna be a challenge, and it just doesn't seem as big when you know what you believe. 04:17 BB: So talking about what you believe in, do you guys truly believe that we live in the most amazing time to be an entrepreneur? [applause] 04:27 BB: I mean, it's kind of crazy when you think about it. We have a small team relative to the numbers that we put up, and we sell on the world's largest marketplace, and we do it from behind a computer. I mean 20 years ago, that didn't exist. That's crazy. You have to really believe we live in this amazing time to be an entrepreneur. If you don't believe that, it will be rough. You have to truly embrace the fact that now is the time to grow your business. Now is the time to give it everything you've got, because it is such a unique time to be an online entrepreneur. So how many of you guys were here... So that would have been the second CES... How many of you guys were here and saw me blow up balloons on stage? Awesome. [chuckle] So the first year that I was at CES... I missed the first one. I was at the second one. And I got the privilege of talking about what it's like to build a team. All being totally honest, when I saw my time slot, I had to talk for 45 minutes to an hour, I definitely didn't have that amount of time of content on hand. So I was like, "Man, I've gotta fill the gap," and I decided something cool to do on stage would be blow up balloons to showcase what it's like to have a team. 05:57 BB: So no one really remembered what I talked about they, just knew me as, "Hey, that's the balloon guy." And I was okay to be known as something, so that sounded good to me. But the first year, I was at CES, so it was the second CES, my first year, I talked about building a team. After that, I got to come back, and at the time... So this is now the third CES. I got the opportunity to talk about what would eventually become known as PPI, and that was figuring out a way to have Amazon tell you what customers want to buy. And so at the time, I didn't even know what I was onto, but it's so cool now that that's a part of PAC and all you guys have access to it. 06:34 BB: So last year, I got to talk about, essentially, PPI. I was really praying and thinking, "What can I talk about that's gonna impact hopefully your guys' life?" And the best way that I can do that, is think about, "What do I truly believe is the most valuable thing in my life, my business, and what am I most proud of?" And so I started to think and pray about it and I was like, "Man, this is this gonna be a really cool talk, at least in my opinion, of what I think is possible for each and every person in this audience." And that is to build out... Combine the two things that I've talked about. I've talked about building a team, I've talked about PPI, and I wanna talk to you guys about what it's like to build out a PPI team. 10/21/16 Page 2 of 11

3 07:29 BB: I don't know if you guys know this, but do you know that I don't do the majority of our Amazon business? Do you guys know that? And if you were here yesterday, how many people got to meet the Brain Trust of our team yesterday? Right? They're pretty awesome, and they know their stuff. I can tell you this: Those people who were on stage yesterday, and I'm gonna invite them up in a little bit and we get to talk to them for a little while here. Those guys are the most valuable piece of our business, I mean by far. You can name 10 other products that are producing millions of dollars for us, I would trade those in for a second to keep these guys. It is so crucial to understand the power of a team combined with great information. And if you get the right people with the right training and right information, truly the sky is the limit. 08:30 BB: And I think you're gonna love some of the testimonials that they're gonna give, because each and everyone of you guys can build a team just like I have revolving around the PPI strategy. There's literally... You couldn't name a reason why you can't do this. Because it doesn't matter your experience level, and actually doesn't even matter their experience levels as far as if they've even started to sell on Amazon yet, or even understand how to sell on Amazon. And that's what I'm gonna train you guys on a little bit today. I'm gonna talk very briefly about it. 09:01 BB: How many of you guys have taken a look at PPI? Cool. Awesome. So my major word of encouragement on this is gonna be, as I'm talking about this, even if you haven't like dove completely into PPI, and absorbed all of it, is take diligent notes on this and then understand that even if you don't... I mean, I don't know if anybody loves PPI, it's a lot of me talking and can kind of get boring. But if you understand it's just a process, you could hand that process to anybody as long as they are willing to put in the work and you can trust them. So building a PPI team is very, very simple, in my opinion. It breaks down to three simple steps. Those three simple steps are: Expose, train and review. 09:54 BB: And I'm gonna walk through each one of those. You guys can adapt this however you want. I'm just gonna tell you kind of what I wish I would've done, what I'm going to do and what I have done. Does that make sense? Three simple steps: Expose, train, review. Alright, so let's talk about what it's like to expose. So this happens a ton to me now. I will have different members of our team or different people that I meet who tell me that they wanna be a part of what we're doing, and I am truly, truly honored when someone asks me that question or tells me that. 10:29 BB: But I have learned one thing. One of the best things you can do for yourself and your business is to build a filter system. This isn't an evaluation system. This is a filter system, and what the filter does, is it'll cause the right person to come out on the other end to fit your need. So when I talk about exposing, it's kind of like filtering. Does that make sense? Because when we're building a team, one of the worst things that I've done is put the wrong person in the wrong spot, because you know who wins in that situation? No one. Everybody leaves frustrated. You leave frustrated, that person leaves frustrated, and usually the customer leaves frustrated. One of the best things you could do is put the right person in the right spot, because that person is typically happy, you're happy and the customer is happy. Win, win, win. 11:15 BB: So let's talk about exposing/filtering. The number one thing you have to be able to do with this person, you have to, is be able to trust them. If that is not the core premise of what you're doing, there will be a problem. If you cannot absolutely trust them... Let's call this the 80/20 rule. I will take a person that I can trust, that may be on paper they don't have the most skill, but I can trust them with anything. That's like number one. You might be like, "That sounds so broad and lame," 10/21/16 Page 3 of 11

4 but it's the truth. These guys who are gonna stand up here, they've been with us for years now, and I trust them. I trust everybody that I partner with. That is the number one thing, I have to be able to trust them, because my gosh, I am the worst micromanager in the world. 12:03 BB: If I had to look back and go, "What are you doing? How are you doing it? Wait, where's that dollar?" Or whatever. Oh, my gosh, I wouldn't be living my dream, I'd be living my nightmare. So have to be able to trust them in this exposing process. The next thing when you're building PPI team is, this person has to be able to persevere. The same PPI that you're learning right now will slowly evolve. And that's the coolest thing about it being available in PAC, and Jim, and partnering with Jim, and everything like that, I get to do what I love. I get to bring the new things that are happening on Amazon, in our business, to you guys. 12:39 BB: So they have... [chuckle] And my staff get's actually pretty frustrated at me, and so I'm like, "Hey guys, remember what you learned over here?" They're like, "Yeah." I'm like, "Cool, we're gonna change that." And they're like, "Why are things always changing?" I'm like, "It is what it is." Change is constant. 12:57 BB: Basically, I've had a lot of people come up and ask me to be a part of our PPI team, in whatever capacity. This is available to all you guys now. I developed this strategy. Here's my strategy. So how many PAC members do we have? Okay. So all you guys have PPI, and I'm sure you realize that. One of the best things that I use... So let's say someone comes up to me, or I'm talking to someone, and they go, "Hey, I wanna do what you're doing. I wanna be a part of what you're doing." But kind of like, "Hey, put me in, Coach." And what I've learned... Before, the mistake I made was, "Oh, come on in. The water is good." And then it ends up not being the right fit for them. 13:37 BB: What I like to do now is give them a small little filter test, and the filter test goes something like this, "Hey, thanks so much. I love that you wanna get to know more about this. Here's the best way to understand what we're doing." And this how I frame it is, "Look, this stuff can be either really boring or really awesome. It kind of depends on how you feel after you watch this, but watch this PPI course." I go, "It's me talking for hours, so I apologize in advance. Check it out. You have to watch the whole thing." So that's number one, they have to watch the whole thing of PPI. 14:12 BB: And I say, "Step two after that, come to me afterwards and let's find three products that you wanna implement with the PPI process." Do you know all I'm doing in that? Do you know how much that filters out? I'd say 98% of people who weren't the right fit for my PPI team. Because you know what they do? "Man, that sounds hard." Woah, I never talked about easy online business, "I wanted to work in my pajamas, and basically not work, but get paid for it." 14:45 BB: I like that filter, because what it does is it filters the right people through. And I wish I had that filter forever. It's a semi-recent filter for me. And so what it does, is that people will watch it, and they'll either not watch the videos... So totally okay. I never have any... I'm never offended. I'm never mad that they didn't do it, because all I'm doing is filtering them. I'm trying to find the right person in the right spot. So usually they don't watch the videos, but for the person who does finish the video, the next thing that I want them to do is attempt the PPI process with three products. 10/21/16 Page 4 of 11

5 Now, I am not looking for them to have that perfected. You know what I am looking for? Them attempting. Does that make sense? I want to see them attempt. I want to see how they're thinking, and why they're thinking that way. If I can see that they're really thinking, even if their answer is completely like, "Woah, what are you talking about?" 15:40 BB: If they're really trying to implement and think through the PPI process, I have a winner. I may have a big winner, because remember, again, this is me standing up here. I could easily stand up here and say, "Here is the awesome products that we have. I am so awesome, because I found these products, and this is the most valuable part of our business." But that's not the truth. That's not the sustainable truth. The truth is, the most valuable part of our business is our PPI team. Does that make sense? You guys with me on that? Because it's kind of a little bit of a shift, especially when you're talking to a lot of online sellers, because that's actually the sustainable thing. Like life for us, what's happening for the past month, it's kinda been crazy. Guess what? We didn't skip a beat. We grew, and that is the power of a PPI team. 16:28 BB: That's the exposing and filtering stage. That's to kind of get the people out on the other side that you think that might, potentially... There's still two more steps, but these are the people who, I'd say, made it 90% of the way. These are the people that I wanna work with. Because again, I don't care where you went to school. I don't care what grades you got. I don't care what past jobs you've really had. That's my filter. Does that make sense? If you can come out on the other side of that, then we might have something to talk about. 16:58 BB: Hey guys, real quick. I wanna invite my team up real fast. I'm gonna ask them a couple of questions, that I think you... I want you guys to write down, because these are questions that... Basically it's like things I could've done better in training them. And I think you guys are gonna love their answers, because remember, they're gonna give an answer from the perspective of being trained in the PPI process. Does that make sense to you? You actually get to see it from the other person's perspective. Because in my mind, I'm like, "Man, I am so awesome at training. I'm the man." But in their mind, they're like, "Brett, here are some things you could've done better, because we missed some stuff." So I think you guys are gonna enjoy the questions. So give it up for my team real fast, guys. [applause] 17:44 BB: Cool. And I'm not gonna spend a long time introducing each one of them, but basically... [chuckle] Kat, thanks for running up mics. These guys truly do manage millions and millions of dollars of product. They are the ones who manage them. They are the ones who do it day-to-day. Really my job is oversight and hopefully moving them, advancing forward and implementing some new things, but really these are the guys who make it happen. Alright, so Leah, I'm gonna start with you. If you can go back in time and tell yourself one thing regarding your process with PPI, what do you think it would be? 18:27 Leah: I actually have two things, if that's okay. 18:29 BB: Lets do two. 18:30 Leah: Okay, lets do two. I would say one of the first things is to always try to remember to be search term focused instead of product focused. 10/21/16 Page 5 of 11

6 18:38 BB: Okay. Let me pause you right there. Yesterday, this is really important, because I will say tons of questions always come out, and at least I tried yesterday to pound this in. What Leah is saying right there is in this PPI process, we all wanna sell product, but really the value is in understanding the search terms. So when you guys are building out your PPI team, what she's telling you right now is make sure that they understand it's about extracting those search terms. Because she's telling you right now, as a person being trained, that was a very hard concept for her to get. Does that make sense? And Leah is extremely smart and that means I was not communicating correctly, I needed to adapt that so that she understood that it was about finding the search term. Sorry, I didn't mean to cut you off, what's the second thing? 19:27 Leah: And then the second thing I'd say is understanding the process as a whole, and knowing the how and why things are happening. I think it's easy to just go step by step, especially in this process. And if you understand why and how you're getting this data, it makes it that much more fulfilling when you're succeeding, or if you're failing, you know why it didn't work and you can go from there. 19:48 BB: Cool. Awesome. Hey guys, just to speak into that a little bit too. I'm actually learning as we're talking. [chuckle] So when I think back when I was talking to her, I was so focused on, "Okay, then you do this, then you do this, then you do this," I forgot to tell them the why or at least pound it home, "Why are we doing that? Where are we going with this? Why, why, why?" So that's another thing you can really pound home when you're building this team is "Why are you doing it this way?" Alright, Bill, you're next up, man. What's the purpose/benefits of having a mentor/mentee relationship when it comes to this? 20:22 Bill: Good question. 20:23 BB: Thank you. 20:24 Bill: Well, I think everyone here would agree that when you're in a business environment where it's just a boss/employee, manager/employee relationship, there's some sort of disconnect where you don't know why you're there, or what you're accomplishing, or what the mission, or vision, or values of the organization are, you're just there to collect a paycheck. And I fortunately have that opportunity to go through that process and realize that's something that I don't want in my life. And so as I started to get to know Brett and his family and his community that he was growing, I realized that was something completely different and I didn't know why that was until I started to connect more and more dots and puzzle pieces of, "Wow, Brett is actually mentoring me like you're actually supposed to mentor people." And it's like a really powerful thing and it took me years, because I've known Brett for six years. 21:25 BB: It's been a long time now, yeah. 21:25 Bill: And it was just until this last year where I was like, "Woah, Brett and Scott and everyone that's older and more wise than me were doing that for a reason." 21:37 BB: I'm way older. 10/21/16 Page 6 of 11

7 21:38 Bill: Yeah, you're like four years older than me. It's crazy. 21:43 Bill: So for that reason, just like the PPI method, just like what Brett was saying, Brett needs a mentor and Brett has that in Scott and Brett has that in other people that he doesn't even really have the ability to go through the list of having all these mentors. And Jim is a mentor for all of you people here and that's why we're all here to be able to share this opportunity to commune together, and I think that's just a really powerful thing and you don't find that anywhere else really, from what I've seen, like if you just work at an 8:00 to 5:00 job. 22:17 BB: Well, no, that's awesome. 22:18 Bill: So I just want to affirm you, Brett, and Scott and everybody here that wants to build that, because when you do create that environment where you're actually having a relationship as a mentor or a mentee, I hope to be able to mentor people through this PPI process or other aspects of their lives. And when you do that, that's what makes sustainability where you can step aside and even if you're not there, it's gonna get done and you trust that that person can do it, and they trust that you've put them in charge to be able to run it without the mentor there or the CEO or whoever it is. 23:00 BB: Yep, that's awesome. That's very cool. Isn't that crazy guys, that Billy could have said 20 different things right there. He literally... I don't know if you guys were listening. So as the person who's being trained in this process, he's basically saying the most valuable thing to him was having a mentor. Isn't that crazy? I love hearing it from their perspective, because it kind of shifts the way that you have to think about this process of building out a team, and specifically building out a PPI team. He's saying that, "Hey, the most important thing you could do and have done is be a mentor. Basically, be there for me." I don't know, pretty crazy stuff. Alright, next up. Get my questions out here. Douglas, you're up next. Alright. Oh, you got a mic already? You're all set, man. 23:47 Douglas: Check. Check. [chuckle] 23:49 BB: What benefits have you experienced firsthand by working within a team? 23:53 Douglas: Is this thing working? 23:54 BB: Yep. 23:54 Douglas: Sweet. No, I experience working with a team everyday, the value of this is insane. The different perspectives all of us bring. There's no way that one person can come up with all these ideas and tactics... 24:05 BB: Yeah, that's awesome. 24:06 Douglas: And if, perfect example right now, if I was up here by myself without this team, I 10/21/16 Page 7 of 11

8 would be peeing my pants talking about it. 24:13 Douglas: This is insane. Let's compare to something like football. We've got Scott, the offensive coordinator over there. We've got Brett the QB. We got all our different roles in the system, and it works. We'll score a touchdown, so there you go. 24:26 BB: Awesome, thanks Doug. Hey, so you guys don't know... Doug, how many? I know we have a couple Doug coaching clients in here. Doug is the super genius behind everything. Quick story about Doug, and when I talk about perseverance, it's just a fun story that I like to tell now, because I am blind as a bat sometimes. He... 24:45 BB: I laugh to myself in this story. Literally, we were going on a Black Friday, okay? And we're buying hundreds of thousands of... This is a few years back now, hundreds of thousands of dollars worth of stuff. My brother-in-law, I tell him, I go, "Do we need someone to drive the 26-foot U-Haul?" And he's like, "I got a guy," and Doug shows up that night. I'm like, "Hey Doug, what's up, man? Hey, good to meet you. Hey, are you good to drive this 26-foot U-Haul? Because we got like a hundred thousand dollars worth of product." He's like, "Yeah, man." And so he comes, he drives, he does an awesome job. After that, instead of rewarding Doug with this awesome position in our company, I throw him in a warehouse and he... Oh, my gosh!... This warehouse is like 100 degrees everyday, and I don't even give Doug a desk. He's just peeling labels in the back. He builds a makeshift desk out of a Rock Band box. So when I talk about someone who perseveres... Then one day, I'm like, "Doug, we need to sell things on ebay or something." He's like, "Well, I'm like a platinum ebay seller." I'm like, "Oh cool, Doug, you were gonna mention that before or like?" 25:45 BB: This was like a year and half later now. And so I'm like, "Okay Doug, well, I don't know a thing about selling on ebay, so I kinda need you to do that." And Doug literally built our entire ebay business. I still don't know anything about selling on ebay to this day, but Doug built it all, and it's a thriving ebay company. We actually have two boys, two guys who do it, they call themselves The ebay Boys, Doug oversees all of it. I don't do any of it. That's the power of finding the right team. 26:10 Douglas: But I have a confession to make, I have never driven a 26-foot truck before that. 26:14 Douglas: I just said I could. 26:15 BB: You're hired. Perfect. Alright, next up, Glynne. Glynne, what is the biggest challenge of learning PPI from scratch? 26:24 Glynne: Well, you summarized it great in the beginning of your speech. Perseverance is so key in this process, because I can't tell you how many times I put up a product after spending hours 10/21/16 Page 8 of 11

9 on Photoshop and hours on Amazon just perfecting that whole process, and then figuring out, "Oh, it's not gonna bring back the best keywords," and that's the brutal honesty of this process. It's not always gonna work with a product, and you just have to learn, and Brett is a really good mentor in this sense, he's like, "Remember, you still got valuable information from that. It's still valuable to us." And so just reminding your team I guess that the work isn't in vain, is really critical, because sometimes I was like, "Well, that was a waste of time." 27:06 Glynne: But honestly, it's not, and I learned so much with all the products that didn't work out, so that now the products that do work are that much more fulfilling for me. 27:14 BB: Yeah, and cool story about Glynne, if you guys don't know this. Doug, Billy, and Leah have been with us for years, okay? Glenn was of the newer additions, but I saw, I was like, "Man, this girl is super smart, she seems to be persevering." We threw her into PPI cold turkey. She had never sold anything on Amazon before, was the newest to our business, literally had no idea, picked up PPI like that, and is now one of our best and one of our coaches. Does that make sense? So here's the encouragement to you guys, it's more about finding the right people than it is finding someone who knows how to sell online. Does that make sense? And you guys all have access to the PPI training now, so really if you find the right people, you can make it work. Does that make sense? Alright guys, give it up for my team. [applause] 27:56 BB: It was awesome to have them up here. [applause] 28:03 BB: So cool. Guys, truly I am blessed. I really believe I have the best team possible, and I love hanging out with them all the time. I don't know if they love hanging out with me, but I love hanging out with them. Alright, so we talked about exploring, you can see really the exploration process is the most important, because that's how I got these guys out on the other end. Does that make sense? There are other people who wanted to be on stage, but they didn't quite get to that filtering process. Not that they're... It just means they weren't the right fit. Now, let's talk about... This is more like what I wish I would have done, and what I'm going to do. This is how I would train them now, because remember these guys were a part of developing PPI, not so much defined PPI now. 28:44 BB: If I were to train someone from scratch right now, this is what I would have them do, so they come out of that exploration process, I'd have them create three to five listings per week. No excuses. Three to five listings per week. They need to be able to get that done. Does that make sense? And it'll get better over time, but it's not gonna be perfect right away, but they need to create three to five listings per week. Think about this as more of learning something new. They need to get the repetition in. So this is creating unique listings from scratch on Amazon, three to five per week. 29:19 BB: After that, I'd want them to be looking at the sponsored ads daily, and comparing impressions in CPC. Daily, I want them to look at that list daily, and look at impressions and the 10/21/16 Page 9 of 11

10 cost per click, daily. These are standards that I will not budge on on training our new PPI team members that come in. Because I realize now that... You know what the hardest learning curve for all them was? Was just being exposed to this stuff on a constant basis, so that it became a second language to them. Guys, we're talking years of having them just non-stop doing Amazon and PPI type of strategies. So it's very important. What I'm trying to do is speed up this process for you guys, that's what this training process is about. 30:03 BB: Next, and I think this is really cool, because this is just available now, is I'd have them join and participate in the PPI Facebook group, and the reason that that's so critical is it kind of becomes like a new language. They start to learn what people are asking, what they're worried about, some of the success stories and then some of the failures. So kind of picture becoming stronger in numbers. I definitely would have them being a part of the PPI Facebook group, because again, all you're doing is you're kind of removing yourself from that equation, and now they go there to get answers, to understand and... I don't know if you guys know this. I know I mentioned it yesterday. The team that was up here, do you guys know that they moderate that PPI Facebook group? So you have the experts literally monitoring the PPI Facebook group. So you have no excuse to not know PPI if you wanna know it and the team that you're gonna raise has no excuse. There's no excuse why you guys can't build this. 31:00 BB: You couldn't make one. Because you can expose them to that Facebook group, the experts are gonna be monitoring it, and then after that they can grow much quicker. So they didn't have that. They had me which is like eh, right? So again, I would point them towards that PPI Facebook group. Repetition is everything with PPI, so if you haven't started, get started. If you haven't watched the videos, watch the videos. Get going on it. If you don't wanna do it, partner with someone who does. I'm not saying you have to be the PPI expert. If it just makes you like wanna put your head through a wall, I don't blame you. But find someone who does, because I guarantee there's someone out there that does, that'll really like it. So there's just so many ways to grow that. The most important thing in my opinion when you're training someone is when they're going through these repetitions, and there's different data points that are changing, big or small, can they explain why? A true PPI team member attempts to explain why, because without the why, you're actually doing PPI for nothing. You need to be able to answer why something is changing, why it's doing better, worse, the same. 32:21 BB: You need to be able to explain that and these guys know that, because if they come to me and tell me something, I go, "Why is that happening?" Or at least, "Why do we think that's happening?" And that's the important critical thing. Each one of those people, and again, they were bombarded with questions yesterday, and there wasn't a question that they haven't heard before, because they're so used to... Even if they didn't know the answer, thinking through why. It's critical when you're training someone. Alright, so we've talked about exploring, filtering. We've talked about training. Now, let's talk about your role in this whole thing. Your role as kind of overseeing a PPI team is to review, and I'm trying to get better at this everyday. It is a struggle for me, because like I said before, I'm fully admitting, I am not a micro manager. I'm like the opposite of it, but I've learned that I have to do better in reviewing what's happening. Not to necessarily monitor them constantly, but like Billy said, Billy wants the guidance, so reviewing what's going on. And here's different things... I'm gonna point you in specific directions to what you should be reviewing. 33:39 BB: They have to submit a sponsored ad report weekly. So one thing I probably should explain, so if you took the four that were up here and then you looked at our Amazon account, they 10/21/16 Page 10 of 11

11 actually oversee specific products on our account. So not one product is not assigned to one of them. Does that makes sense? So they have to submit the report to me and I look at the report and go, "Okay. Wait. Hey, last week this was this. Why did the cost go up this week?" Does that makes sense. Or, "Why did it go down? Why didn't we sell more?" It kinda comes like I don't know the answers to that. My question is gonna be, "Why did that happen, Billy?" Not in a bad way, but like let's talk about this. This is fun to brainstorm. So your job is to review and see any blips and changes along the way, and hopefully they already saw those blips and changes and they've already thought through what they're gonna answer with it, or they're gonna come to you and go I don't know why. Can we talk about possibilities? Does that kinda makes sense? That's really important, understanding the review process. 34:37 BB: Next thing I would have them do is explain any changes in the week in the data. So week to week, explain any changes that are happening. So in case I can't see it, "Hey, Billy. Hey, Leah. Hey, Glynne. Hey, Doug. What's changed that I don't see?" And so if they can explain that to me, it kind of like is having multiple eyes on the process. Then we get together and talk as a team too. So it's kinda like, "Hey, what changes are we seeing?" And as a group, we're able to move so much faster, and the cool thing again is if we see any major changes in this process, because it's gonna change. It's gonna slightly adapt for sure. So hopefully, it'll evolve and get better. If the changes happen and we think it's something worth bringing to you guys, guess where that's gonna go first? First, it's gonna be a video on the PPI, next it's gonna be a Facebook post there, and we get to all talk about it together. So I think that's the cool thing. You have people going to work for you. Use those leverage points. Use it. If you guys aren't doing this, that's crazy. You have every tool in place to do it. The last thing that I'd really like to review with them, and if you're a part of the group yesterday, I said this multiple times too. It is always two questions when we're talking about our products. Okay, always, it's the same two questions all the time, whether we're trying to grow it, maintain it, fix it, whatever. 36:00 BB: Is it a traffic problem, or is it a conversion problem? 36:04 BB: Okay. Everybody who was on stage here on my team, they know that that question's coming. Is it a traffic problem or is it a conversion problem? I'm not gonna go into detail of like what that means. If you guys haven't watched the PPI videos yet, make sure to watch them, and you'll see how that kind of is flushed out. PPI should help you understand whether it's a traffic problem, a conversion problem, or maybe both. But that's what these guys are absolutely incredible at. 36:39 BB: Learn how to motivate their progress. Each one of them is motivated in a different way. Billy likes to have free time. Doug, you know what I do with Doug? I play video games with him and he beats me all the time, but it's super fun. So you have different things that you're able to bring to them. Get to know your team. Be there for them. You're there to serve them. Nobody wants to work for you. They want to work with you. Make sure to do that. Learn how to motivate their progress, learn what makes them tick. Spend the time to do it, and change their life. 37:14 BB: I'm gonna end on this and it's gonna be how I started. I truly believe we live in the most amazing time of being an entrepreneur, specifically an online entrepreneur. I truly believe that as a team, we are gonna build something amazing. I also truly believe you guys are part of a community that is very, very special. I encourage you guys to ask yourself, what do you truly believe? Thanks, guys. 10/21/16 Page 11 of 11