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Marketing Strategies & How to Make More Money as an Entrepreneur and enjoy your life – Mike Koenigs

David Laroche: Hello, Achievers! Today I am in San Diego with a new, awesome guest. He is Mike Koenigs, the best-selling author of “Make, Market, Launch IT” and the CEO of “Traffic Geyser.” He’s with me in this bar to answer my questions. Hello, Mike!

Mike Koenigs: Hi, nice to see you.

David Laroche: How are you?

Mike Koenigs: I’m great, thank you!

David Laroche: I have a lot of questions to ask you, but before that I would like to let you introduce yourself, what you do… I used your software before, and you inspire me.

Mike Koenigs: Thank you very much. I appreciate that.

David Laroche: Who are you?

Mike Koenigs: Well, I am a product creator, and what I really do is I help people figure out how to turn their knowledge into products, and how to spread their message worldwide. Some of the tools that I’ve created are products like “Traffic Geyser” which allows people, say, to create a video. So, this video we’re making right now—you could load it in the Traffic Geyser, press a button and it would distribute to, literally, hundreds of different locations on the Internet. We also have a software tool called “Instant Customer” that lets people capture leads, so it’s like an autoresponder and it does mobile marketing and also sales automation. I’ve written books like this one here “Make, Market, Launch IT” that teaches people how to turn their knowledge into products and services, so they can sell their knowledge instead of their time, and a variety of other tools, as well, that ultimately help people speak, present, multiply their income, start a small business and grow their visibility online.

David Laroche: Great.

Mike Koenigs: We have customers in over 60 different countries worldwide, including France.

David Laroche: France.

Mike Koenigs: Yes, we do. We have quite a few customers in fact. In fact, we have some that are in our MasterMind Group that fly all the way from France just for MasterMind here in San Diego.

David Laroche: Wow, its great.

Mike Koenigs: It is. It’s fantastic! And I’m also married and I have a son who’s ten years old. He’s busy becoming an entrepreneur, too.

David Laroche: Perfect. We were talking about your story, and I would love to know your story, because a lot of people are thinking that “Oh, successful people are lucky. It’s easy for them. They don’t have any fears. They are superheroes, maybe.” So, can you share your story with me, your struggles and how you overcame them? It’s very interesting.

Mike Koenigs: Sure. Well, I’ve had a couple. I grew up in, what would be considered, a lower middle-class home. My dad is a barber, and I grew up in a small town called Eagle Lake, Minnesota, which is in the north-central part of the United States. Growing up I know I would be certifiable with what would be called a learning disability. A lot of entrepreneurs have ADHD. Did you hear that before? And I didn’t learn how to learn, so I didn’t do well in school. I barely passed high school, never went to college and we didn’t have the money, either. But I did learn how to program and I was young, and I always loved computers, and technology, and business.

David Laroche: Yes, I see that.

Mike Koenigs: Yes. So, I started one of my first companies which was called Traffic Geyser or I mean rather Digital Café, sorry. What we did is we were one of the first interactive marketing agencies. We developed some of the very first websites, online video, and we created video games for companies to help them share their branding, their message, and their marketing. So, we developed a video game that shipped in six-million boxes of cereal for General Mills. After 10 years, in 1999, I sold it, but along the way I struggled a lot. I ended up getting divorced; I was overweight and at one point I was about $250,000 in debt. Unable to pay any of my bills, I was using my gas credit card to buy food at one point. That’s when I discovered Tony Robbins and I saw one of his infomercials on Television. I bought his “Personal Power” series of recordings.

David Laroche: I did that, too.

Mike Koenigs: I listened to the first disc, and inside the box there was a coupon for one of his live events, and I just had received a brand new credit card in the mail. So, I used that credit card to buy the live event and a plane ticket.

David Laroche: …

Mike Koenigs: Actually, in that case it was Life Mastery; I went right to Life Mastery, which is a bigger one. I used up all my credit, and I ended up going to the event. At first, I was afraid because there are a lot of people jumping up and down, and screaming, and hugging.

David Laroche: “Why are they doing that?”

Mike Koenigs: Yes, I didn’t understand why they would be doing that. But after a few days I decided to jump up and down, and hug people, too. But I also learned a lot and I walked out of there with a life plan. I wrote down a plan for myself with some very specific goals, and I went to work, and I finally had the mindset to help me achieve that. Within a few months, within about 90 days I turned my business around and we were making money, and I was getting out of debt. Within a year I sold this business to a billion-dollar-a-year advertising agency that was publicly traded. I ended up making enough money that I didn’t have to work for a little while, and I ended up starting a couple of other businesses. But I also traveled the world and visited France; I visited Italy, Greece and Egypt. I travelled Egypt with Deepak Chopra and Wayne Dyer, if you know.

David Laroche: Yes, I love them.

Mike Koenigs: And I ended up continuing my education with Tony Robbins and over the next few years I really got my life back put together, and moved to San Diego. The first person I called was Chris Hendrickson who was my account representative; who ended up being married to Pam Hendrickson who had turned out had produced almost all of Tony Robbins’ products for nearly 20 years. And if you’ve ever heard the story of the waiter that Tony tells, Chris Hendrickson is the “waiter.”

David Laroche: Oh, it’s him!

Mike Koenigs: That’s that story.

David Laroche: Wow, I would love to meet him! I love this story.

Mike Koenigs: I’ll make sure I introduce you to him. In any case, we ended up becoming best friends.

David Laroche: I cried during that story.

Mike Koenigs: It’s a great story, yes, and Chris is a remarkable man. So, Chris and Pam, and my wife and I became best of friends, and our children have grown up together. But a few years later Pam told me that Tony needed some help with his marketing; he wanted to know how to do video marketing.

David Laroche: Online.

Mike Koenigs: So, she said, “Do you think you would be willing to work with Tony?” I said, “I think I could work something up.” I ended up going to Tony’s home for about a day and I ended up helping set up his video studio, teaching him how to do video marketing, and he told me a really important lesson. He said, “Proximity is power”—the whole idea of “If you take the five people you spend your life with, chances are you — And you summed up their income and you multiplied by five, that’s probably what you make, too. In other words, if you want to make more, you want to surround yourself with people who make more. If you want to accomplish more, you want to surround yourself with people who accomplish more, etc. etc. In any event, over time I ended up starting a business with Chris and Pam. Of course, my business has grown here in San Diego, and as I mentioned we have clients in over 60 countries. But one year ago almost today, I discovered I had cancer.

David Laroche: Wow!

Mike Koenigs: And I was diagnosed with stage 3 cancer. I ended up going through a major surgery, because it turned out it was so far along that if we wouldn’t have caught it, probably three months later I would have been dead now. I had surgery, four months of chemotherapy, almost two months of radiation therapy and I’m now about three months since my last diagnosis or my last treatment, I should say. So, my hair has all grown back; I’ve got my weight back; I’m normal, but I almost died about a year ago. There are a few lessons in all of that.

David Laroche: It’s my question. What did you learn from each of these experiences?

Mike Koenigs: There are a few things. I think that despite all the things that I had learned and gone through, I still struggled with being enough and not feeling like I did enough or I was enough as a man and as a person. I was always chasing the next thing, struggling and searching for the Holy Grail, as the legend goes. The fact of the matter is that no matter how much money I made or how many accomplishments I had, it didn’t necessarily mean I was happier, and I can’t say I was unhappy. But what was happening is I was working so hard and I was always worried and angry, and frustrated.

David Laroche: Like I do sometimes. I think I have the same kind of challenge.

Mike Koenigs: Yes, it is. Anyone who’s an achiever — you’re an achiever — most achievers come from nothing and they come from very difficult background. And me, I’ve had challenges with parents; I was raised with no money. So, the idea of having no money and not being enough is the greatest pain many achievers have. So, we compensate and we overcompensate, and we work too hard. That creates a whole host of other problems. I can’t remember who said it first, but “More money, more problems”, right?

David Laroche: Yes.

Mike Koenigs: The bigger your business is, you just deal with different problems. They are quality problems, but they are different problems. I think the big lessons, my take-away lessons, are: number one—life isn’t a race and there is no finish line, maybe except death. I don’t know about you, but I’m not in a rush to get to that finish line. What is more important is, right now if you look at — Just take your life, for example. I’ve seen your videos; I’ve studied you, and you’ve accomplished a lot, and you’re very young. I’m twice as old as you are. What I can tell you is — I’m 47 years old — when you’re 47 or if you’re 67, you’re going to look back and the person you identify with you’re still going to think of yourself as being 17, or 27 or 24 or whatever age you are right now. It’s just that your body is going to get older. I really believe that our souls are timeless; our internal psychology is timeless, but our bodies force us to go through some changes. When I was at my sickest there was a period of time when I had one hour a day available to do my business and live my life, and spend time with my son and my wife, and also run my business. I thought my business was going to fall apart and go, and it managed to survive without me. In fact, my business, in some ways, was more successful while I was away, because my team took over, and they started working and picking up the slack, and also they became more effective.

You know, the world doesn’t stop when we get off for a little while, and there is plenty of time. The most important point is this—you’re already successful, so celebrate in your success every moment and minute that you’re alive. There is nothing missing; there is nothing more than right now. The Buddha always teaches us about being present, and appreciating and enjoying what we have. But if you’re constantly on a hamster wheel seeking more and more, and more, and more, and more…

David Laroche: You never live.

Mike Koenigs: It is, absolutely. We’re very incongruent.

David Laroche: Do you think some people like me can learn that before facing cancer or a big problem?

Mike Koenigs: Yes, definitely. Some of the things that I did is I started meditating; I practiced transcendental meditation while that happened. I was given the gift of joining and doing that. I also became very, very effective at using my hour a day. So, I wrote two books while I was sick. I actually did a product launch while I was sick. I had better relationships than I’ve ever had before, and I did it while I was in the worst pain of my life. I mean, I understand why some people when they go through chemotherapy, they just decide that they would rather die; that they would just rather stop because the pain is so intense, and you can’t’ make it stop. You can’t just take drugs and make it go away; you just feel horrible. There reaches a point where some people decide to go on and continue, and thrive and strive, and some people choose to die. One of the things that kept me alive actually is I had an opportunity to speak at one of Tony’s next event — it was called “Business Mastery” — and it was scheduled two days before my last radiation treatment.

David Laroche: Wow!

Mike Koenigs: And I was like “I have to make it!”, so I made arrangements with my doctors, two radiation treatments a day, two days, so I could fly out the day of my last treatment, and the next day I was on stage to speak in front of a whole audience. That’s part of what gave me the strength to stay alive and to be there. Of course, I have a family and friends, and stuff like that, too, but it was like “I have to get through this” and that every day it just made me stronger. So, I think you have to have an, incredibly, compelling vision of your future and have big reasons to share yourself and have a message that you want to give to the world, whether it’s just for one person or for millions; also just to appreciate the flesh. I mean, this gift that we have, this body is a remarkable, remarkable machine, whether you believe it was given to you by God or you evolved into it, or whatever your belief system is. To be able to experience a life of the flesh and to be a human being is — I believe we have an opportunity to experience the ultimate gift of the Creator, and to waste that is a great curse; it’s a great sin.

David Laroche: Did you read anything about the “power of now” before this event?

Mike Koenigs: Yes, I did. I had a whole bunch of things that happened in the past couple of years prior to this.

David Laroche: According to you, why some people like you or like me read something about “you have to be present; you have to be there” and they are not?

Mike Koenigs: One thing that happens is we go through cycles through our lives, cycles of awakening. One experience when you’re 17 years old might be completely different when you’re 25, or 35, or 45, or 55. The same experience has different meanings at different times in our lives. I think if you are focused on your own internal development and paying attention to your relationship with other people and your business — When you have a child everything changes; when you have a husband or a wife, everything changes; when you have a near-death experience, everything changes and you see things differently, you smell things, you taste things differently. Again, every one of those experiences has different meanings. I did read “The Power of Now” and all of those books probably a year before this happened to me. In fact, two years before I had a dream that I was telling my friends in my dream that I had cancer. For the first time in my life I was afraid of death; I’ve never even thought about it before. This is historical, you know.

What is a middle-life crisis? It’s two things—it’s when you become acutely aware that you’re half way through your life, and that you’re on the other side of getting closer to death. So, it’s just something that happens to every man, and I would say many women, as well, but it’s a little more intense for most men. And there is also a resounding question that occurs at that point in your life, and it is “Is this all there is? Have I done enough?” You also realize that you will never be a quarterback — In America… you know, football, NFL… — I’m not a big football fan, but it’s like I will never be a NFL star. Like at 45 I would never be a soccer star ever again; I’ll never be an Olympic athlete. And there is a death that occurs inside your mind, when you realize that there are some things you just can’t do any longer, because your body will not allow it to happen; you’re just older. Also, there is another fear of loss that occurs and it, usually, shocks you. What that does is it causes a shift in consciousness to occur. So, for me a lot of these happened all at once, and I just realized “This is all there is.” I’ve been working most of my life to fill a gap of not having enough and not being enough, and not doing enough, and a new level of reality kicked in. Again, it was sort of like I went from a point of unconsciousness to a new degree of consciousness I think. So, I started reexamining every part of my life, everything. A part of me wanted to withdraw and move into a cave, stop everything. Then, I was like, “No, I love to give. I love to teach. I love to share. But maybe I’m not doing enough of it?” So, those kinds of questions pop up, and it’s a sense of angst, anxiety. And I would say about the time when I thought I was resolving a lot of it in my mind, I get a diagnosis of cancer.

David Laroche: What did you change, before and after, in the way you work today because you still have a company, you still work? What did you change? How do you manage your time or your life? How do you set priorities between your wife, your son and how do you do that now?

Mike Koenigs: The biggest shift is the shift of “the world won’t stop if I get off for a little while”; in other words, the sense that everything needs me. I just realized that, first of all, “right now” is enough, and I’m just going to smell and really pay attention. I smell better now; my sense of taste has improved; my sense of touch has improved even though it was destroyed for a while. Chemotherapy gives you something called “neuropathy” when you can’t feel your fingers and your toes, and you lose your hair. For a little while I became an old man—I felt like I was 85 years old; none of my body worked properly. I would visit the toilet 35 times a day because the chemotherapy poisons your body so horribly, and it creates immense pain. What I describe it as this [breathing in] — Imagine if you’ve been the drunkest you’ve ever been, so bad that you’re throwing up and you’re sick, or you’ve had the worst flu you’ve ever experienced in your life, and double it, and you’re that way for nine months straight—that’s the way it feels. You have no energy; you can’t think straight because you forget constantly; you just can’t feel except pain.

I think the first thing is I remember that I have contrast now, a lot of contrast, and I can always pull back and say, “This is, right now, a million times better than I’ve ever experienced in my life, and it gets better every day.” I’m not still a hundred percent, yet. My brain is still a little foggy; my body’s not quite a hundred percent, but that helps. And it gave me a lot more empathy for other people. So, if I see another person, I see them with a lot more compassion and empathy than I was ever capable of before. If I see someone in a wheel chair or someone who’s in some form of pain, I can just stop and feel them fully. I think I appreciate someone else. I’m a lot more likely to interact with someone who I may have had a judgment about in the past. I think living in a different state of “now” makes you a better servant.

David Laroche: When you do videos, for example, do you connect to this kind of compassion? When you do a training video on marketing — it’s not compassion — do you connect to compassion before doing the video?

Mike Koenigs: Yes. What I do—if I were looking at this camera right now and communicating, the first thing that I do and what I teach is to “speak to the one.” We teach a strategy called an “Avatar Strategy.” So, when I know who my customer is…

David Laroche: You speak to him.

Mike Koenigs: I speak to that man or to that woman, and I mostly choose women now, because what I found is, if I speak to a female audience, both men and women are going to be attracted to that. My business actually went from 17% men to over 50% women by making that shift over a period of two years. My highest-value customers are women now. One of my mentors once told me — his name is Joel Bauer — he said, “Where the women go, the men will follow.”

David Laroche: Yes, to it’s the same in night club.
Mike Koenigs: Yes, yes, exactly. That is exactly right. So, on one hand you could say, “Well that’s a sexist statement”, but it really is. It’s just that men so admire women that – We are driven towards women’s wisdom, and I think that’s a very, very powerful thing to realize.

David Laroche: And what do you change when you speak to women, for example, in marketing?

Mike Koenigs: What I will teach someone to do — Because I have many people who for many years have said, “You know, I am afraid of speaking on stage. I’m afraid of being on camera” or “I don’t like the way I look.”

David Laroche: “I don’t like my voice.”

Mike Koenigs: “I don’t like my voice. I don’t like the way I sound. I don’t have anything to share. I don’t have anything to say. I don’t have anything to teach.”
… whatever the self-doubt is. What I do is I’ll ask them one question. I said, “Have you ever loved someone before?” They’ll say, “Yes, of course I have.” I said, “What I want you to do right now is put your hand on your heart and I want you to breathe in, and I want you to think about that person that you loved so much, and think about one person that you love—it could be your son, your daughter, your husband, your wife, a girlfriend, a boyfriend, your dog, someone who’s passed away. It doesn’t matter what it is, just think about them and fill them up; think about that one person and stop. And answer me a question—right now are you afraid of anything? Because you can’t be afraid when you’re in a space, in a heart space, and when you serve.” And if I asked you, “What’s the greatest thing you’ve ever did do that person you loved? What’s the greatest experience you can remember?” You’re going to that place, right? You can breathe easy and soft, and you can’t be in a place of fear; you’re in a place of service. So, that’s the place you go every time you get on stage, every time you get in front of a camera, is in a place of love and service. The act of fear is a selfish act; it’s you’re afraid for you, and you’re afraid of what other people think about you, and how you might feel when they are judging you.

David Laroche: But if you are in service?

Mike Koenigs: Then none of that matters because you’re doing the right thing; you’re doing what resonates with your core, with your heart, with your being, with your soul, and you can’t be selfish when you are serving.

David Laroche: Do you think that is the difference between people like you, Brendon, Tim Ferriss, Tony Robbins? Do you think it is the key factor in becoming the expert in your field? Yes?

Mike Koenigs: Yes. First of all, everyone who teaches expertise — And we do the same thing—we would tell someone that “your perspective, your life experience has value.” Tony Robbins has a great story — when you hear his story — and it’s what we call a “hero transformation.” Tim Ferriss has his own “hero transformation.” Brendon Burchard has his own “hero transformation.” Oprah has a remarkable “hero transformation.” And people fall in love with your “why” and when you integrate that “why” and you relate it to other people, then they connect with you on a deeper level. I think the real important question is—you have to learn some skills, and you have to learn how to speak and present which you get better at the more you do it. The more of an audience you have, of course, the better you get, right?

David Laroche: I was afraid to speak in front of an audience the first time.

Mike Koenigs: Precisely, yes. And what shifted for you? If I said, “Okay, from the time that you were afraid until you attained a certain state of confidence, what changed in you? You did it, but what happened?”

David Laroche: At that moment? Yes. Your question is amazing, because when you start, you connect with people and then the fear disappears.

Mike Koenigs: Do you remember specifically what happened? Do you remember the moment, because I could guess it?

David Laroche: For Tthe first time in my life, it’s it was hard for me to…

Mike Koenigs: Did someone say something to you? Did they thank you? Did they walk up to you and say something? Or did you see a shift in their face, in their smile, in their eyes?

David Laroche: Yes, maybe. It was not very clear.

Mike Koenigs: You don’t remember right know?

David Laroche: Yes. It’s not very clear.

Mike Koenigs: So, I can tell you; here’s something very fascinating. The moment you connect with that — I just give you that as something to meditate on and maybe journal on — is when you connect with what that is, and you determine it, you’re going to be able to recreate it, and you’re going to be able to recreate it in someone else, and that will make you a better teacher ten times the teacher you are right now; because the act of self-examination and being able to describe the experience and how you did it, is what makes a teacher great. And that will allow you to shift and share it. So, the point I’m trying to make here is that the act of becoming an expert is modeling someone else and learning the secrets, and accomplishing something.

But doing it once, it doesn’t mean a damn thing. That could be luck; two times could be lucky. I don’t remember who said this once, but they called it the “lucky sperm club.” In other words, if you’re born into the right family, that might give you the opportunity to have some sort of success because someone says, “Well, it’s so-and-so’s kid.” Or you have a pedigree, whatever it is. But once you’ve done something more than four times, it probably isn’t an accident anymore—repeated mastery. And the most important thing is if you can look at people who are successful because you’ve touched them and you can actually celebrate in their success then you know — So, “success leaves clues” as the old saying goes. Jim Rohn is credited with that statement, but I actually haven’t found specific proof and evidence that he said it. I haven’t found the reference precisely. But I do think that that’s very, very important—you’ve got to look past. It’s like—one person being successful that’s great. But it’s when they mentor and train other people, and they can show a pathway of consistent successes—that’s pretty extraordinary. Again, I believe that comes from true self-expression and self-examination.

David Laroche: For example, I am with you and if I would like to model you, what kind of questions should I ask? What can I do to learn on a deeper level when I am with someone, when the people who are following us are with someone?

Mike Koenigs: One of the things I will teach someone is—there is a strategy for extracting great information that you can model.

David Laroche: Yes, I love that.

Mike Koenigs: So, one of the things I’ve taught for a long time — I can turn anyone into an expert and I could say, “Okay…” — Let’s say you wanted to learn about becoming an expert and you’re asking me that question. I would say, “Well, here’s the first thing—chances are you’re an expert at or you’re a great student in something — I don’t care who you are — you’ve learned something that’s useful.” If I were going to say, “Write down the top ten frequently asked questions that either someone would or should ask you about your expertise, what would they ask?” So, you would write down those ten frequently asked questions, right?

David Laroche: Yes. For example, if we take my topic, self-confidence, I will be able to write how to take action, how to manage stress, yes?

Mike Koenigs: Yes, and these are “how to” things. Usually, frequently asked questions are “how to.” “How do I do______?” So, someone might say, “How do I make a lot of money really fast?” Now, that’s actually a super ignorant question to ask. Or “How do I make the most money as a speaker?” The fact of the matter is the answer, the real answer to what they want to hear, probably, isn’t something they want to hear because who you are has more value; it’s not what you do, right? So, that might be one of the questions. But we would get those top ten frequently asked questions and what those are—that’s great knowledge; it’s great information, but information has no value. I can go on Google right now and find the answer to almost anything online. Does Google make people more successful?

David Laroche: No.

Mike Koenigs: No. Now, the next thing is—you answering those questions would be creating knowledge. Just because someone goes to college or reads a book, does that mean they’re going to be successful?

David Laroche: No.

Mike Koenigs: Right? You could go get a Master’s degree or a PhD and still work at Starbucks, not that there is anything wrong with working at Starbucks, but it means that you’re probably not using that knowledge. Now, what you want is to experience or to transfer experience. That’s the importance of being a mentor to someone for example; to bring someone in under you, who you teach and you train as a prodigy mentor for maybe a couple of years, which doesn’t exist much in this world. But I want to find a way of exchanging and sharing my wisdom and my experience with you in the shortest period of time possible, because if you implement and use that experience and that wisdom that’s when you can achieve great things. The second half of this is—we wrote down the top ten frequently asked questions and that might answer the selfish act, but the “should-ask” questions are what I need to know. So, if I go back to the expert and I go, “Alright. So, David what questions should someone be asking you about becoming truly successful? What are the nuances that truly successful people embody, that they become; that they are; that they believe in; that they implement every day, because it’s who they are and who they’re congruent with?” Those are, again, “should-ask” questions. So, instead of “How do I make a million dollars?”…

David Laroche: How I become the person?

Mike Koenigs: Exactly, “Who do I become in order to attract a million dollars per year?” It might be a more powerful question.

David Laroche: Yes, I love this question.

Mike Koenigs: So, now if I could answer that, another one would be “What five qualities do the five most successful people — that you want to be like — all have in common with one another?” Now, that requires some research.

David Laroche: I love this question.

Mike Koenigs: Okay, but a frequently asked question is what an ignorant person asks; someone who hasn’t thought; someone who hasn’t delved in and done the research, and researching is what creates confidence ultimately; it’s constant research. It’s when you have accumulated enough knowledge, but then it’s gone into understanding the experiences, understanding the wisdom—that’s the distinction that you look for, and that’s the difference between true mastery. I believe it was — Who’s the author of “Blink”? Malcolm Gladwell. All of his books are awesome, but one of the things he says is that “Mastery is achieved after 10,000 hours of implementation, which isn’t a long time if you think about it, because a work year, at least in the United States — I don’t know what it is in France — is 2,000 hours. That’s what you’re paid for if you earn a salary; it’s 2,000 hours per year. That’s typically a 40-hour workweek with a couple of weeks off for vacation. That would mean five years of doing something, of implementing, focused on that one thing. I don’t know about you, but if I were going to say to you right now “In your mind, do you have someone who you believe is a true master at something, someone you really admire?”

David Laroche: Yes, Tony Robbins, for example.

Mike Koenigs: Okay, Tony. Tony right now is about 50 years old, and he’s been speaking on the stage since he’s been about 18 years old. So, you have roughly three solid decades, 30 years, and he’s been on stage presenting and solving problems, but he probably invests not just a standard 2,000 hours. He works twice as hard as most human beings do.

David Laroche: Maybe triple.

Mike Koenigs: Exactly, and he’s a multiplier. He understands this whole idea of wisdom transfer and modeling. So, he compresses time—that’s a gift that he has, right? And he compresses experience, and he goes and he knows how to ask great questions. From just a pure implementation point of view, let’s say he’s putting in 5,000 hours instead of 2,000. So, if you take 30 times 5 what do we have here? That might be 150,000 hours of implementation. Again, it might not be that much all the time, but he’s on most of the time — I’ve spent enough time with him — plus he’s compressing other people; he’s masterminding constantly; he surrounds himself with the best which also adds to that. You look at Michael Jackson as an example. He was dancing when he was three or four years old. He died when he was 50. He put in his 4,000 hours of practice a year at least. So, he put in 45 years, roughly, of time honing his skills driven by — Definitely, obsessive and compulsive about his dancing and his behaviors. You look at the Beatles, for example: Paul McCartney, John Lennon. How many hours did they perform before they made it big, before they were discovered? They put in more than 10,000 hours. He’s almost 70 years old now. He’s been performing since he’s been 15 years old or so—55 years. He put in more than 2,000 hours a year.

David Laroche: Yes, he’s great.

Mike Koenigs: There is no such thing as “get rich quick.” There might be “get rich quick” once. Like I said, you can be a member of the “lucky sperm club”; you can have an accident, but doing four times…

David Laroche: You don’t build a character.

Mike Koenigs: Precisely.

David Laroche: I would love to know, from your point of view, what could be the five traits of people who are experts in a field?

Mike Koenigs: Sure.

David Laroche: Five common points of you, Tony Robbins, Brendon and many other inspiring people… the five common points.

Mike Koenigs: I can’t speak for anyone except for me, so I’m going to say—one thing that drives me is — For a long, long time, not so much now, I was driven by an incredibly large emptiness of not having enough and not being enough. That motivated me, because growing up I hated being poor; I hated it and I swore I’d never be poor. That certainly was a pain and I also had some other pains: I was never a popular kid in school; I wasn’t the best at anything; I wasn’t great at any sports. I knew I was, but the educational system didn’t tell me I was smart. I felt dumb. I was motivated by pain of not being enough and not having enough. The foolish thing is — The fact of the matter is, I had two parents who loved me and I came from a good family. I didn’t see what I had, but what I will tell you is—in my experience a lot of people who are very successful and are high achievers are driven by a big pain somewhere. Again, I won’t speak for anyone else, but I will speak that in my experience that’s what I observed in most of them. Tony certainly had a lot of pain that drove him. Without betraying some of my friends, I can’t speak for some of the other people you mentioned, you know what I mean? Some stuff is public and some thing isn’t public. I will say that, virtually, everyone I know who’s successful is driven by a massive pain. Now, the next thing is, as they evolve they are driven by contributing. Contribution is a beautiful thing because when you learn and, continually, contribute selflessly, you’re rewarded in great ways. There is a delicate balance between contributing selflessly and also being rewarded. That is a curse, because the more successful you become, the more popular you become and also the more visible you become, and there is a certain amount of pain that goes along with that. Very successful people have no privacy, but I’m going to stay focused on answering you question here. So, pain would be the first one.

Having a massive sense of purpose and contribution is the second one. I also think they have a ravenous need to learn constantly, and observe and find the secrets—an absolute dedication towards answering questions or asking questions, and getting answers, and finding the answers and solutions everywhere possible. Another thing, undoubtedly, is modeling. They stop at nothing to find people who are successful and figure out why they are successful at what they do, and the ones who, I would say, are more enlightened or more conscious, and more aware will find out who they are and what their qualities of character are, so they can model those. Again, it’s not about doing. Ultimately, it comes down to…

David Laroche: Become.

Mike Koenigs: Yes, precisely. The other thing is—the mark of a failure is a quitter. The only time you fail is when you quit. Just because you failed and you’re doing it again and you’re figuring out a way that just means you’re building character, right? And you’re also figuring out what doesn’t work. A blind man could find his way out of any circumstance given enough time and having some way of marking where he had been before. So, you have to have a mechanism, but the whole point is you could be in a giant sphere with one hole in it, and you could be stripped of everything but touch. But if you, maybe, found a way of laying down a piece of tape or sand everywhere you had been, so you could never get your way around, just with your hands you could figure out how to get out of that sphere through one hole. But that would be a foolish game. The next thing — if I were going to add a sixth — is having a system, a systemization. You’ve got to figure out systems because accidents can happen twice; they don’t happen four times; so, systematic action and systematic discipline.

David Laroche: It’s great. I love the six steps… the six traits that you are describing! It’s very inspiring for me. I would love some information — Because you did live cast, right?

Mike Koenigs: Yes.

David Laroche: Live cast with three millions in sales, right?

Mike Koenigs: Dollars, yes.

David Laroche: Yes, dollars. My first question is—does it make a difference to do a webinar or a live cast?

Mike Koenigs: Sure.

David Laroche: Is it important to see the speaker?

Mike Koenigs: Yes. I will contextualize this a little bit. Just to clarify, what we did we had, what was known as a “nine-million-dollar launch”. In other words, we invented a product and we promoted it over a period of two weeks. On the final day, during a presentation, a lot of people watched — it was actually in the Digital Café, in this set — about 2,000 people were watching us live and roughly 1,000 people watching bought our program for $3,000. So, that was the three million dollars in one day that you’re talking about. What we did to accomplish that — First of all, on that day what happened is we invited people who were using our products, and we have a philosophy we call it the “Hero Economy.” It’s people, a lot of them, who might have some more background—they were poor; they may have been broke; they had business problems; they tried and failed; they had been bankrupt, and they invested in our programs and in a very short period of time made quite a bit of money. Some of them may have made $5,000 in one day or a week; other people made $250,000 over a couple of months implementing what we teach. In that particular case the product was called “Main Street Marketing Machines”, and we taught people how to start their own business helping local and small businesses with their marketing and their video marketing. What we did is we invited people who had used our previous programs; they came on and they told their stories—they were testimonials. We asked them all these important questions: “What did you do that made you successful, but who did you become to be successful? What changed in your mind? How did you behave differently? How did your behaviors change? How did your mindset change?” And we broadcast this show live, in that case for 12 hours straight.

David Laroche: Wow!

Mike Koenigs: So, it was from noon to midnight, and it was just like one person after another, after another and then we told people, “Okay, if you’d like to get this program…” — We would hold up the product and say, “Visit this website right now or click the ‘Buy’ button to get in, and you’re going to meet people like these; you’re going to be able to learn the same skills they have.” In fact, we made our own students teachers, so they taught what they learned, and it was very exciting. Part of the opportunity was—these people could see themselves in our guests. They also got to interact, so it was a live interaction. We did this back when doing live cast was difficult and challenging, and expensive, too. Nowadays you can do it for free. If you do a Google Hangout, for example, you can broadcast on a Google Hangout for free; you can have the chat for free. We do live casts very frequently now, at least three times a year where we sell products, and they’re still very successful, not that successful. But the secret is, first of all, having a great product to sell. Let’s just say, you’ve got a great product and you have, what’s known as, a great offer. The next thing is you have to know who your audience is. In our case we know that our audience is comprised of three different types of people. The first one are people who either have a small business of their own and they want to increase their value; they want to make more money; they want to become competition and recession proof, which we all do—we don’t like to compete, right? We also don’t want our money and our income to go down, especially during the up-and-down economies. Now, the whole world economy is changing. We want to find a way to stabilize that and we want to find a more effective way to market and promote ourselves. In our world we call that a “one.” So, if you have a business and you want to do that, you’re a “one.”

A “two” is someone who wants to reinvent themselves. Maybe they’ve been doing something for five years or ten years, or twenty years, but they’re not passionate about it anymore. They want to reach more people or change the way they do business, or maybe change their customers, or change their products—that’s a re-inventor; that’s number two.

Number three is someone who wants to create and start their own business by becoming a high-paid marketing consultant or a product creation consultant, or someone who helps other businesses brand and market themselves more effectively. So, that’s a number three. Our students, our customers can categorize themselves in a “one”, “two” or “three”, and we have great products that will help them. So, by knowing that I was able to attract partners who would promote our products in this live event, have them sign up and register, and show up for what amounted to be a live TV show. Again, it was done kind of like what we are here, but we would have multiple guests and we would change it up, and we had people I’ll probably say — At least 500, if not more, of the people who watched us, watched us the full the 12 hours. It was crazy, and we still have that to this day. It’s not uncommon for 40% of our audience to watch. Now, we do them 6 hours instead of 12, but they’ll watch a full 6 hours because the content and the people are so compelling and interesting, and they’re so successful. You really see these before-and-after stories of people who have accomplished great things in a pre-short period of time.

David Laroche: It’s great.

Mike Koenigs: Yes. I think the answer, the bottom line answer, is we celebrate the success of our customers, and we bring them on and we get down to the “why”, and we ask them compelling questions.

David Laroche: What do you do when you have three kinds of people? How can you speak to — They are different… Not the same problems, not the same difficulties…

Mike Koenigs: One of my favorite “number two” is a woman named Sue Ferreira. I guess she won’t mind if I say this because you can do the math. She’s in her 60s and she has been a Pediatric Anesthesiologist for over 40 years. That means she puts on the gas to help kids before they go on to operations. She did that for over 40 years and she reached a point where she just doesn’t want to do it anymore. She loves her job; she loves working with kids, but she just doesn’t want to be a doctor, and this is up in Canada. She decided what she wanted to do is retire and still make money, and write a book about how to continue to make money after you retire, but you don’t want to stop. In other words, you still feel compelled and motivated to do something unique. And what she did she created a product called “Live Your Retirement Dream” and it’s all about doing what she’s doing; what she’s going to teach other people how to start their own small businesses and speak, teach, be an expert, travel the world, and make a living doing it which is exactly what she’s doing. So, she’s making a product about what she’s making a product about. Does that make sense?

David Laroche: Yes.

Mike Koenigs: And she’s teaching other people some of the same strategies we do like how to write books, how to create programs and products, how to speak, how to present, but it’s geared towards retirement age professionals. So, she dove in. To the people watching they would be like “Wow!” So, you don’t have to be a “number two” to relate to that great story, right? You could be a “number one” and go, “God, that’s pretty interesting!” You could be a “number three” and say, “Now, that’s really interesting!” So, the answer to your question is—we have to find really compelling people that tell compelling stories, and ask them compelling questions. But what I do is I try to relate to everyone watching a particular story. What my job is and what I’m pretty good at doing now is figuring out how to make every single guest interesting to all three types of people.

So, I’ve got another guy, and he runs a radio station. Well, one of the problems of the radio these days is you can listen to radio on the Internet; you can listen to podcasts. There are a million other ways to get your content; so, he’s competing. And he found that the amount of money he was making from his radio advertising was going down. So, he decided to combine using mobile marketing in his advertising and how to use online marketing and video marketing to drive more listeners to his radio station, and also how to get more money from his customers, because not only they’re just paying him for radio ads now; they’re paying for mobile marketing campaigns and online marketing campaigns. So he could quadruple the amount of money that he’s charging from his existing customer base. Not too bad, right?

David Laroche: Yes.

Mike Koenigs: So, that’s pretty interesting to a “one”, “two” or “three”, especially when we showed proof and how he’s doing it and what he’s doing. That was pretty compelling, as well. Again, he’s a “number one.” There are more “number threes” because a lot of people who already have a business are like, “Hey, you know what?” — We’ll have a bookkeeper, for example, and the bookkeeper is right now doing bookkeeping for businesses, and they learn about this marketing and how to do video marketing, how to do social media marketing, and mobile marketing. And we asked them one simple question—“How many of your customers that are paying you for your bookkeeping right now, probably, need to market themselves more effectively, too?” The answer is all of them. And they see what they are charging for bookkeeping, and it would be like “You could add on and start doing marketing services in addition to your bookkeeping to all your existing customers and, probably, charge three times more for your marketing services than you’re getting paid as a bookkeeper.” So, we’ve got people who, in their existing businesses, start offering additional products and services to their existing customers.

David Laroche: Great.

Mike Koenigs: Now, we opened up and, again, all it is—is you’re opening up someone’s mind to what is possible. That’s what a great marketing is, and in a show environment it’s really compelling.

David Laroche: Do you think the only way to do a live cast or a webinar is to have guests?

Mike Koenigs: No, not at all. No, absolutely not. Right now you could just go — It would be you on camera and you could speak to anyone…

David Laroche: For example, if I would like to do a webinar this week on self-confidence — imagine that — what could be the key factors?

Mike Koenigs: Well, one is—you could do it just like a good talk radio show where people get to type in their questions. You can also have them add with Skype video or GoToMeeting video — it’s easy to do that — or do it in, what’s known as a Google Hangout—it’s free. You could people and have them ask a question or type it in, and then you can respond. What you could do is you could say, “We’re going to do a live cast on improving your self-confidence today.” You’ll make an initial presentation, maybe a ten-minute mini-speech, then you’ll say, “In just a moment I’m going to be taking your questions. I’m going to answer 21 questions today, so start typing them in right now, and my fantastic producer Julie is going to be picking the best questions that I’m going to be answering.”

David Laroche: Okay.

Mike Koenigs: Boom! Now, you can put together a show.

David Laroche: So, you don’t talk one hour? Just ten minutes and you ask questions?

Mike Koenigs: No, it’s user… it’s customer-provided content. Then that positions you as the expert, which is going to make people like and trust you even more, and they’re going to see how, incredibly, bright you are, and how helpful you are, and they’re going to want to attend your live events. They’re going to want to buy your programs, and your products, and your books, and your CDs, and your DVDs.

David Laroche: Do you sell the event, for example a live event, at the end of the webinar?

Mike Koenigs: Sure. Well, you don’t want to do it just at the end. You want to do it starting in, maybe, a third of the way through. You’ll start what we call “seeding it.” So you want to start talking about it. I would say it to the camera. If I were talking to a camera right now, I would say, “Hey, look. If you like what we’re doing right now and you’re getting your questions answered, and you’re excited about this, how would you like to attend a live event where we’re going to not only do this way, but we’re going to have two solid days. And when you walk away from that experience, you’re going to have more confidence and know how to leverage your experience and your expertise even more. Just stay tuned and in just a few moments I’m going to talk about that, and explain how you can take advantage of an early-bird discount that we have. So, stay tuned and make sure you post a question.” That’s the little thing that I would do. That will keep them engaged “Go ahead and type”. You might want to do a live raffle or a drawing on that, as well, to keep people interested and enticed.

David Laroche: Do you sell only one product or you can sell two products?

Mike Koenigs: Here’s what I’ve learned. I’ve tried selling three products and it doesn’t work very well. I would recommend doing one. You might do a little one and a big one, but generally speaking, unless you are a very, very talented salesperson, I would suggest focusing on one thing.

David Laroche: Okay, it’s amazing. Thank you. Julie has two questions for you, and I will come back for my last questions.

Mike Koenigs: Sure, that’s fine.

David Laroche: I love your answers

Mike Koenigs: Okay, good. I’m glad they’re helpful.

David Laroche: Great. I would love to ask more questions.

Julie: So, my first question is about education. How do you think we could improve education in the world?

Mike Koenigs: Well, I have a couple of things that I love, that are happening right now. One is called the Khan Academy, and there is a free education that solves, virtually, all primary education challenges. What has happened is they’re starting to incorporate it. A lot of schools are starting to use the “Khan training” as their main training, and they’ve got software to support teachers so they can focus on kids who are getting a little bit further behind. What they have been able to show is that there is really no such thing as gifted kids and non-gifted kids. It’s just that we learn at different rates and we need different input and feedback, and support. The fact that it’s free — the Bill Gates Foundation, Bill and Melinda Gates—they donated I believe $25 million dollars, even more, to support that — is great, and it’s also focusing on Science and Engineering which is Mathematics, which we know as a huge problem worldwide. What the world needs right now are problem solvers and entrepreneurs. I believe that is the fastest way to get us out of our pickle. So, I’ll say Khan Academy is number one. They are actually three. The next one—one of the greatest gifts to humankind right now are TED talks. TED, I believe, should be mandatory viewing and mandatory training for any kid from 7th grade, even 6th grade, on up. In other words, good teachers should show a TED video before every classroom starts, in every class.

Julie: So, what age?

Mike Koenigs It would be like age 12 and above, because I think by then they can comprehend it. There is some stuff that’s good for younger kids, as well. But for the most part from 12 and above. And what it does is it shows people who are sharing a lifetime of knowledge in 18 minutes, which requires an enormous amount of focus and deliberation, and understanding, and expertise, and wisdom to be able to do that, and purpose, as well. And the third is “iTunes U” which is sponsored by Apple. What has happened is I believe there are — It’s either 200 or 400 colleges which have recorded all of their education. We’ve got Massachusetts Institute of Technology, Harvard… every big major college is giving away all of their courseware for free. You can watch it; you can get educated for free and get the equivalent of a PhD education for free anywhere in the world on any device. That’s mind-blowing! Now, you don’t get the piece of paper, the certificate, but we all know is there’s really no real difference between a high school dropout and a PhD person in terms of what their earning potential or their ability to influence and impact people worldwide. There are plenty of entrepreneurs with no education whatsoever. It’s not a great indicator. Now, it doesn’t mean that you have been, probably, more disciplined and you’ve accomplished more, and you’ve learned how to operate within a system, of course, but that’s a different type of mind.

Again, going back to what I originally said, education right now needs to be about learning implementable skills that have impact and are game-changing in solving big problems, because the kind of problems we need to solve right now are energy related. I believe, if anyone has ever studied the way our financial systems work—inflation is caused by governments printing money. In other words, they’re stealing money from us. Politicians promise to give away something to someone who doesn’t work for it and in order to pay for it — the lies that they have made — they print money which destroys an economy.

If you go back to the times of Roman Empire what would happen is the Government would clip coins — all the silver that was out there — they would clip the edges of coins and they would melt it down, and then they would make more money; so, that was stealing. Then, they did something called “debasing” which is—the coins were all solid silver, and they would add other non-precious metals to it so they could make more money. They were stealing and devaluing an economy. All governments steal money in order to pay for things that their politicians have promised; they lied to do, which destroys business. If you just study Economics that’s, basically, one of the major causes of every bit of strife, whether it’s Union problems, jobs problems—it’s devaluing. The point B that I’m making is—that is a massive problem we have to solve. In Greece every year, back when there was a period of time when Greece was working as a civilization and all politicians had to take an oath once a year that they would not debase or devalue the economy. I believe every country — All people worldwide have got a demand that we have to, in my opinion, publically penalize or humiliate politicians who do that. We have to completely change our governments in order to change our financial economy, because the reason why our world economy is on the brink of massive disaster is because every country has been stealing and printing valueless money, and devaluating it. Again, it’s basic Economics here. There is a great book called, “Why Is There No Penny Candy Anymore?” [Whatever Happened to Penny Candy?]; I believe that’s the title. It’s a short book that can be read in one day about Economics. So, what I just described, in other words, is if we solve our energy problems which are solvable, our water and pollution problems, which are solvable, our political problems, I think we will have an incredibly peaceful planet. Ultimately, I blame Government and politicians for virtually every — Its’ corruption and lies and a lack of ethics that have caused all the problems that we’re dealing with, that we always have in civilized societies. Kings from the beginning—that’s what they did… all societies. And we’ve got to solve that; we’ve got to do it by sharing information and knowledge. I know I over-answered your question but I hope I did it.

Julie: You answered the second question.

Mike Koenigs: Oh, I did? What was the second question, just in case?

Julie: What could be the three actions human beings could do to make this world a better place to live? I think you answered this.

Mike Koenigs: Energy, food and water and it’s going to come down to politics. We have got to cleanse our political systems and go back to the original basis. If you look at all failed economies and all failed countries, it’s because of their legal system. What I believe we have to do is we have to move back to what is known as Natural Law. Natural Law is when you believe that all men are created equally and we all have rights to own property and operate ethically. That’s the fundamental basis. Civil Law is when you believe that the Government should grant that arbitrarily. Every country ever — that has ever had a failed economy and is corrupt — operates under Civil Law. For example, in the United States, originally, the goal was to have Natural Law. It has turned into, in my opinion, having Civil Law now. You’ll see the evil that’s occurring in the national — You’ve heard about NSA, “National Spying Agency” I’ll call it. Essentially, the Government is monitoring all communication under the guides that they’re protecting us from terrorism. Our rights are being dissolved in this country, and the reason our economy continues to falter, in my opinion, it’s because of the amount of control and power that politicians and the Government have. Historically, bigger Government, more Civil Law—fewer rights for the individuals, worse economy. That’s my opinion, anyway.

Julie: This is interesting. I’ve been studying Economics for two years and I saw every different model of how economy could work, but we have never been taught how economy would work without the government. It’s because the government pays for universities, I guess.

Mike Koenigs: Socialism is a failed system. I’m not trying to say that a government doesn’t have a place in providing for people who — So we have to have a mechanism to take care of people who need support and help. I’m not against a certain amount of welfare and, obviously, there are responsibilities that a government has to its people, so don’t misunderstand it. I think in Economics — And I’ll refer you to the specific book I just posted it on my Facebook page, and I’ll make sure I give you the link. I don’t know if it’s been translated to French or not. It is a giant eye-opener and it really gets into the history from the dawn of civilization on why economies fail, why they succeed; where there are tensions for example in Unions. And, ultimately, you can always go back to the fraud which again comes back when a government — Ultimately, here’s what happens. There are always revolutions caused by too many taxes. That’s where revolutions ultimately occur, almost always. Now, you could say it’s a dictatorship, but again, that’s a power struggle. But ultimately, it’s from taxation, forced taxation. So, when a government and its politicians know that they cannot tax you for more money, they print it instead; they just steal it. In the early days we had what were known as “silver certificates.” In other words, one dollar was represented by an ounce or whatever a dollar’s worth of a coin would be. And in all economies, when the economies start shifting away and there is debasing going on — All of our coins in the United States used to be silver; in many countries they were. But then they started putting cheap alloys in there and copper. Even now a penny is technically a cost, but they don’t count. But all silver is out of circulation; also, we went to legal tender.

The other thing that all kings do and all governments do is they make it against the law to trade in something other than the currency. That’s so they can control the fact that they’re stealing, and they’re printing money that has no value and filling the economy with fake money basically to pay for the stuff that they promised, the lies they perpetuated. That’s how we’re able to buy stuff, but what ends up happening is when there is inflation, it means there is too much fake money in the marketplace, and too many people have it. So your ability to buy products decreases. It also means that during a recession it’s a natural correction; it’s when the government quits doing that for a period of time, because they know if you overtax or you’re overfilling. So, it’s always this delicate balance, but it all comes down to their lying.

Julie: That’s interesting.

Mike Koenigs: It’s a lack of ethics, and it also means it’s an erosion of the legal system. All governments eventually go through a natural decline. Right now Europe is in horrible trouble. What are your taxes right now in France?

Julie: It’s not the same as the U.S. We don’t see clearly what they are. So, I can’t even tell you.

Mike Koenigs: You know the story about Gerard Depardieu, right?

Julie: Yes.

Mike Koenigs: Okay. What happened? Do you know why? Because the French Government, basically, said they’re going to tax him 100%. People who make a certain amount of money are being taxed. It’s happening in Italy, too.

Julie: 75%… it’s huge.

Mike Koenigs: For what? What could possibly be worth 75% of what you earn for yourself? It’s stealing; it is absolute and total corruption. What’s happening is there are no enough babies being born right now to subsidize. It’s what’s happening in most of Europe right now. You’re seeing a declining civilization; it’s in horrible trouble because the government can’t afford to pay for the pensions and the welfare state that it’s created. People who believe in entitlements—in other words, they work less and get free vacations. Someone has to pay for it. There is an old saying, “There is no such thing as a free lunch.” There is no such thing as free money; it has to come from somewhere and eventually the economies will destroy themselves. It’s happening right now in Greece, Egypt. Again, it’s corrupt political systems, free money. The Euro was a way of, essentially, in my opinion, extracting and stealing currency from other economies by creating a single currency. But it devalued every other country that deals with it, and it only fattened up individuals and politicians in the countries that invented it, basically Germany and the others that started it, right?

Julie: Yes.

Mike Koenigs: It’s just another way, because they were in bigger and deeper trouble. It was just a trick, an unethical trick.

Julie: I think we will go through it.

Mike Koenigs: Yes. I have an immense amount of faith in humanity, in correcting things like these, but I believe that the first step is we have to teach the truth about what rulers and politicians have been doing, and how they’ve lied and stolen from common people who operate ethically for a long time. Again, it’s a system that was built and it’s the only way to get elected. Whoever promises the most free stuff, to the largest group of people, is the one who wins. It’s always been that way. I hope that was helpful. It’s very opinionated, I know that.

Julie: It’s okay. It’s good to share, and it will help people to have a wider…

Mike Koenigs: I’ve made a lot of enemies just now, but I’m all right with that. They’ll be like, “No, it’s wrong! He is talking politics. They’re not our friends!” Anyway, I’ll stop.

Julie: So, David will come back.

David Laroche: I have my last question. The goal is to build a funny video. I ask that to each interviewee. My question will be—how to become a loser? Okay? How to become unhappy? Because I believe a lot in the power to avoid some things. If people listen to what they don’t have to do, maybe they will remember it.

Mike Koenigs: Sure, I can help you with that one.

David Laroche: Are you ready?

Mike Koenigs: Yes.

[“how to become a loser” question 00:00:31.9]

David Laroche: So, Mike, I have a serious question for you. You know, I would like to help people to become losers, to become unhappy.

Mike Koenigs: Sure, I love helping losers, yes.

David Laroche: Me, too. So, do you have any advice, tips or maybe first steps we have to do?

Mike Koenigs: Sure. I think the first thing is you have to quit; you have to just quit all the time. So, that’s the thing. Don’t ever finish anything and never try again because if it doesn’t work once, then you should just quit, because it just means that someone else made you do something that was wrong, and it’s their fault, which brings us to the second tip—you have to blame. Blaming is the key. You have to blame everyone else for the state you’re in, and it’s always someone else’s fault. The other one is—you have to complain incessantly. If you really, really just want to… really lose the best way possible, you have to spend your time with whiners, blamers and complainers.

David Laroche: Build a team.

Mike Koenigs: Oh, yes, a team of whiners… “Team Whine”, yes. And that’s not a drinking club; it’s just like [whining]. You have to make noises like these “Oh, my God! It’s so odd! I can’t believe what happened to me today! It was so-and-so’s fault!” That’s a “whining club.”

David Laroche: It’s great.

Mike Koenigs: I think that’s what Americans sound like to French, doesn’t it? Haven’t you ever heard that before?

David Laroche: Yes, maybe. Yes, yes.

Mike Koenigs: Yes, exactly.

David Laroche: Do you have a last step?

Mike Koenigs: So, we’ve got whining, blaming, complaining and quitting. Hating… you have to hate a lot. Say, call them “Haters Online.” You just have to attack people that you’re gelous of, who have accomplished great things, and make them wrong. You’ve got to find as many ways as possible to make them wrong, and say that whatever they’re doing they’re probably stealing; they’re probably doing something corrupt, and the way they do what they’re doing is wrong, and it’s bad, and it’s just a matter of time before they get there. So, hating is really, really powerful.

David Laroche: I love your last tip because you are building beliefs to become a loser. It’s great!

Mike Koenigs: Absolutely, because if you’re successful, you had to have done something wrong to achieve great success, absolutely.

David Laroche: Thank you very much for these best answers.

Mike Koenigs: Oh, it’s my pleasure.

David Laroche: I have a last question—it is without me. So, you look at the camera. My question will be—according to you what could be the key factors of success? The goal is to do a video in less than two minutes, okay?

Mike Koenigs: Okay. Give me just one moment.

Mike Koenigs: This is Mike Koenigs, and these are what I consider to be the key factors of success. So, the first one is — Number one—you have to find someone that you admire and model them. Ideally, find several people. And a great way to get started is read that classic book “Think and Grow Rich” by Napoleon Hill. That is considered the Bible of getting started in Personal Development, and also learning about taking control of your own life. The next thing I would highly recommend, which is in that book, is find a mastermind. Ideally, you want to find a mastermind and surround yourself with people who are great at the things that you want to be great at, and also a group that you can contribute something to. If you’re just starting out in the area of success and achievement, and growing your business, you’re going to have to surround yourself with whoever you can surround yourself with. These are people who think like successful people and have actions like successful people, and have behaviors like successful people, too. You might even consider buying your way in—in other words, paying to belong to a mastermind group that is put on by one of your mentors. That way you’re going to get access to even greater people, people who are probably a higher level than you are right now, because you become who you spend your time with. Remember that your income is going to be — Generally speaking, take the five people you spend the most time with, divide it by five—that’s what you’re going to be making, too. So, doesn’t it make sense that you surround yourself with great people?

The next one is—read incessantly, whether it’s a real book or a Kindle. Just read as many books as you possibly can. And I would highly, highly, highly recommend that you write a book. The fastest way imaginable, that I know of, to write a book is have someone interview you, and write down the top ten frequently asked questions that you get asked about your area of expertise or what you want to learn about — if you are learning how to become an expert yourself — and then, write down the top ten “should ask” questions. These are questions that involve the nuances of success or whatever it is you want to be an expert in. Have someone interview you and respond, and answer all those; have it transcribed; put it into a book format and put it on Kindle, on Amazon Kindle program, and sell that. Having a book will completely transform your ability to communicate and be seen as an expert and an authority in your area. And of course, learn how to speak and present. When you connect with people on a soulful level that is going to, radically, give you the ability to get in front of even more people, and grow your visibility, grow your value and become the expert that you want to be. So, good luck in achieving whatever it is that you want in your life. Bye, bye!

David Laroche: It was great! I love.

Mike Koenigs: Hopefully, that was two minutes.

David Laroche: It’s amazing because each of the interviewees says this—“You have to read ‘Think and Grow Rich’.” Not everyone, but maybe 80% of the people we interviewed. It’s amazing.

Mike Koenigs: It’s all there. I mean, everything else is just recycled shit in comparison. I like the other recycled shit, and I like what other has been happening, but if you get down at the core and you said, “Okay, what’s one thing that if you really do what’s in there, and live that way?” I don’t know what else you need.

David Laroche: I would love to have a testimonial from you. Do you prefer me to ask you something or I can let you speak?

Mike Koenigs: Yes, while you do that; it will be a lot easier for me, because I don’t know exactly how to contextualize it.

David Laroche: My name is David Laroche. I’m a speaker on self-confidence in France and my goal is to do conferences and speeches in United States in six months. I have six months to improve my English. It’s better now that six month ago.

Mike Koenigs: I’m sure. You’re doing fine.

David Laroche: What do you think about me? It’s the main question. What do you think about me?

Mike Koenigs: Do you want me a one-on-one?

David Laroche: Yes, why you would like to recommend David Laroche. What do you think about me? Speak with you heart; you know that.

Mike Koenigs: Hi! This is Mike Koenigs and I want to say a couple quick things about David Laroche. He just came here from France. First of all, hi France! The next thing is—I was so impressed because he has managed to get in front of people who I know — Some folks spent 10 years trying to get in front of Tony Robbins or Darren Hardy, or the host of other people that he’s connecting with and interviewing right now. I just finished an interview with him myself here at Digital Café, and he is a great student of success. He asks great questions; he knows how to interview and I really, really admire the fact that he is putting himself out there; he has specific goals. One of them is—he said, “I want to speak here in the United States in six months as soon as my English gets better.” It’s already just fine. He’s on a great path. He’s only 24 years old, and you don’t meet a lot of 24 years olds with a kind of guts and determination, and persistence that he clearly has in order to achieve what he has, because I’m not that easy to get hold of either for this kind of interviews, and he got right in. He said the right things to the right people, and he connected with the right person who recommended him wholly, which made me say, “Yep, if I trust you, I trust him.” So, he knew how to get in and I really admire that. So, if you want to learn from one of the up-and-coming greats, I think David Laroche is one of them, no matter where you live or what language you speak. Alright, this is Mike Koenigs. Thanks for watching.

David Laroche: Thank you very much.

Mike Koenigs: Is that good?

David Laroche: Yes! I love that. It was wonderful. Great interview! Less marketing than I imagined but very powerful about…

Mike Koenigs: It would have been fine doing more marketing stuff but, you didn’t ask it so much and I know I talk too much. Hopefully, it’s enough content.

David Laroche: No, no it was wonderful about the mindset and your story.

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