Are you struggling to take your business to the next level? Do you feel like you're stuck and not sure how to grow?

In this episode, Brendan McCauley, founder of Growing Entrepreneur, shares his mission to help 50,000 entrepreneurs launch a 5-Day Challenge that generates up to six figures in just 31 days.

He talks about his journey to entrepreneurship and the significance of accountability and support in achieving goals. Listen as we talk about …

1. How challenges are a great way to transform lives and businesses by coming from a place of abundance and serving.

2. Why challenges offer virtual real estate for building relationships and creating loyal customers.

3. That taking responsibility for creating something, marketing, and promoting it is essential.

4. Focusing on serving others is more important than branding and logos when starting a business.

Learn more at https://www.adamliette.com

Discover how to work with me: https://www.adamliette.com/work-with-me

Transcript

Adam Liette
What's going on smooth operators, welcome to Friday, hope you had a great week. Here we are already end of the week. So if you're not doing your end of the week checklist, wrapping things up getting ready for maybe some time off. But you know how I feel about it, you know, work life balance, that's such a personalized thing. So if you're one of those that likes to churn and burn through the weekend, and get an hour or two on Sunday, they put you in the best place for Monday, dude, play by your own rules. That's what this game is all about knowing what serves you the best and operating on it. And with that, like, it's Friday, so you know what we got, I got an interview today. And I'm super excited about this one. This guy, we met at Funnel Hacking live, gosh, almost six months ago now already, that's crazy. But really hit it off. And then we've been in a mastermind together, just been able to share a lot of stuff, learn a lot from each other. And that's why I'm so excited to have him here. Um, welcome by Brendan McCauley. He's from growing entrepreneur. Brendon is a international best selling author that just happened in last like two months, which is crazy. And he's on a mission to help 50,000 entrepreneurs launch a five day challenge to generate up to six figures in just 31 days. And we're gonna dive deep into not only the book, but challenges and how to run them how to really get the best results from your audience. So dude, Brennan, so glad to finally have you on the show. How's everything going?

Brendan McCauley
It's going awesome. So it's a it's a pleasure to be on here. And I will say just for those of you that are contemplating, you know, becoming a just even a book author. It was really excited for you to like to have that announcement of like international best seller, you're like, holy crap, is that really real? But no, I appreciate the intro, man. It's it's a lot of fun. And I love diving into these topics talking about these things is obviously great media Funnel Hacking live. And it's always interesting little nuggets you can get from everybody masks, or whatever we can take even from what we have learned to fall hacking or just these challenges. And the fact that Russell talks about them and like how like, that's his thing. So yeah, man, I'm looking forward to the show, unless we can dive deep on it, for sure.

Adam Liette
Absolutely. And to Brendan's credit, he was already doing challenges. So it's not like Russell said it, and he just started doing them. And so although it's not bad advice to do, whatever Russell tells you to do, is to be Russell says, you probably should focus on probably should. Absolutely fantastic, dude. Well, I mean, you got a really interesting life story. I'd loved it. Like, let's just start into what brought you into this space to begin with, and lead you on this path of entrepreneurship. Yeah, well,

Brendan McCauley
I'll kind of bring you back from where we're at, you know, what kind of even got me into challenges and like, why we're why we're doing it now. So long story short, parents got a divorce when I was a kid, and I turned to binge eating. And so I pretty much struggle with weight, like all the way up through high school. And you get to a point where you don't even don't even and I say this story, but it's the same thing in our businesses and our relationships. You get to that point where just like enough's enough, and you say, Okay, I'm not going to do this anymore how I've been doing it. So I decide to go in a completely different direction. And as I started to transform Adam, physically, I really started to master myself mentally. So with that, one of the first things I did you know, and just like our businesses, right, so it's like, hey, we want to go in this direction, what are some of the first things I should do? And my mom had first brought me into it with Weight Watchers. Okay, so for those of you not familiar with Weight Watchers, basically, it's like an internationally known, like weight loss program, where for the most part, they bring you in, you have weekly check ins, they have group support, they have meal plans, you know, blah, blah, blah, to take you from where you're at, to where you want to get to. And that was kind of like my first taste of accountability, that was saying, hey, there's a whole group of individuals, we're headed towards one very specific direction, we understand what your problem is, if you want to get here this is how you do so. So that for me by itself was like a huge learning curve. And that actually helped me to lose my first 30 pounds, which for me, it was like life transforming. So I started doing that. And then you know, Beachbody, like the p90x ad home workout program get like a 12 pack and like the whole thing.

Adam Liette
They have another program called Body Beast. I literally did that this morning. So yes,

Brendan McCauley
yes, yes. Okay. So for those of you not familiar p90x, body, Beast, and and all these other ones, are made by a company called Beachbody. So I found this stuff, you know, just like everyone, you're watching it at, like 3am while you're eating ice cream, and it's like, Oh, do you want to get an 18 Pack? I'm like, Yes, that sounds awesome. So so I get on it and long story short and follow through with it. But not only did I Follow through like, I wouldn't freakin hardcore dude, I'm on this whole, like health kick. So I say all that to say what was really cool, what I really appreciated was when you come in here, they actually assigned you a coach. And so this coach had challenged us, they pushed us like mentally physically just to go, like, Alright guys, here's where you're at, like, what will it take to be able to stay on that path. And so kind of, you know, I'll fast forward into to where we are today. But I think the cool part is, is when you realize that there's somewhere you want to go, you wind up realizing that, hey, people have done this before. So obviously, there's some sort of methodology to success. And one of the coolest things that I loved and the reason why we transition into challengers today is my coach had actually put on a couple challenges. So then as I started to really like get into it, I just got phenomenal results, what I came to realize was like, Hey, not only can I transform my own life, but now I can actually get paid and transform the lives of others. Because Beachbody by itself has a network marketing company. So that was really my first taste of entrepreneurship, of personal development of coaching. And I fell in love with it. Because when I realized, like, hey, not only can I change my own life, but the fulfillment add on that I got from helping others do the same was huge. I was like, Oh, this is so cool. Like, this is the direction I want to hit. So I'm doing this on the side, of course, you know, you have like your normal life, right. So you know, you start doing your work your job. And then I kind of got into this whole 40 4040 plan, because that's what my parents did. That's me, especially my mom did. So you know, you do your basic jobs, you got this on the side. And as I'm doing this normal 4040 thing back here, I'm like, Man, I got this passion, like, I would love to just be able to do that full time. And I think that's where a lot of entrepreneurs tend to find themselves where you're doing what pays the bills. And on the other hand, you're like, put me so cool, if I could just do this, and get paid doing it. And for a while I kind of struggle, right. So I got my undergrad, I took a few years off trying to figure out like what I want to do with my life, man, and I tried everything under the sun, if it was a talent, a hobby, a skill, anywhere from digital media, to firefighter to Chef, like I tried it all abroad. I'm sure a lot of entrepreneurs here have probably done that too, right? You just you try your creative hand and everything. So I do all that. And a couple years go into it. And my mom and my dad, they literally come and they sit me down to like, Brendan, what are you doing? You know, and I'm like, Well, I'm just trying to figure this out, right? So I've got my normal job, like, you know, it pays the bills, I'm doing inventory for health care company, they're like, look, go back, get your Masters, get your Masters, get your Masters, so you have something to fall back on. And especially if you're gonna climb this corporate ladder, and you're gonna you know, go and do whatever. So I was like, Okay, no problem parents. So I go back, get the Masters, get my degree and this whole time utterly man, the only thing sit in the back of my head is like, how do I do this coaching thing? And how do I make that work? So, long story short, I get the degree. And I can't move up in the company a little bit of nepotism a couple other things, but it just wasn't going anywhere. And I got this on the side. I'm like, You know what, if I'm ever going to make this transition, man, I need to be able to speak what coaching is, I need to know what coaching is like I need to get in the thick of it to even understand know what I don't know. So I went out bro and I got every certification under the sun that you could possibly imagine. Now given I was very much into the health and fitness portion for that time, so I got everything man I got, I got p90x certified and sanity certified spins certified, like you name it, like I got that. But I also knew I actually want to get into like the legit like the heart of coaching. So I even got like a full year and a half life coaching certification. And a few other things like a Les Brown certified. And I remember I do I start all these broken, like different times. And within like a two week period, I got FedEx, I got UPS all knocking on my door, and they're just throwing boxes at me and I open up all these boxes. And I lay everything out on my bed is like nine different certifications like Dude, I'm staring at my wall right now. And I'm looking at these dude, I'm like,

Adam Liette
This is awesome.

Brendan McCauley
What the hell do I do with this? Right? So like, you got your name. And then you got like, initial initial initial initial initial, which is cool. And you know, you put it on Facebook, and you're like, Oh, that's awesome. Congratulations, didn't lead to clients didn't lead to any more sales. I was just more confused and had like, all these things in the world that are going on. I just knew I had some sort of skill set. I wanted to get paid for it. And I want to transition. So with that, I'm going to pause for two seconds, because that's kind of where I start to make this jump. So did you want to ask her anything about that, or let me just kind of go with it.

Adam Liette
I love it. That's uh, I didn't know all this about you. So yeah, that's why these interviews are great. I will say there's, there's such a correlation between and I've noticed this in myself, like the care we give to our own bodies, our own self care to what we're able to do externally. So I think that's a really interesting correlation. That's where you started. But I think so many of us entrepreneurs, we get a couple months years into it, and we're like, oh, Okay, crap that's slipping. I've entered a better a better store that back up, which is where I'm at right now like, Oh, crap. So it's interesting how that that correlation comes between between those two sides of it. But yeah,

Brendan McCauley
for sure. So that's, that's basically where you know where I got to the point am I right? So I've got I've got all these things right? And I'm still doing the same thing. Have you ever heard this so I'm basically I'm flying chair Force One. So I'm sitting at a desk, I've got a mouse in my hand, I'm staring at a computer and doing this eight hours a day. And it's just it's not my personality. I'm do there are so many times like I literally like my boss was right in the other cubicle. I want to walk right around there and be like, thank you so much. Here's my two weeks. I appreciate you. And I didn't really know how to lay Okay, great. But if I do that, like, What the hell am I going to do? So one of the gentlemen I have met at, when I was going to Les Brown certified, I got really close to them. And I knew I also had a 401k that was sitting there. I'm like, okay, if I'm ever gonna be ballsy, I'm gonna make the friggin jump. Like, I have to do it. So I went home. And I asked, what, who's now my fiancee, girlfriend at the time. I said, Babe, I want to make this jump. And at this time, we were living together, I want to make this jump. Will you support me? And she looks me in the face. And she's like, Brennan, can you pay the bills? Well, I said, Well, I can for three months. And then I'm going to totally bet on myself. And then we're going to make it happen. Okay? So I told the guy Matt, who I was, you know, connected with at a time like mad, here's what I want you to do. Bring me on. I don't like I just, you know, like, when you get somebody's vibe and their energy, they're just like, they're cool as hell like, you just want to be there and like, you just know, like, she'll fly. So again, his bio again is energy. I love it. They're about like, just do just high energy. Just cool down earth people. I said, Matt, take me off. I don't know what you do. I don't care how you do it. Teach me train me. We'll figure something out. Pay me at least a couple 100 bucks a week so I can eat and you know that way? If you'd like me, after three months, keep me if you don't, we'll figure stuff out. He's like, Are you sure? I said yes. The following day, scariest, most rewarding part. I walk in, I said, thank you guys so much. I'm gonna give him actually my 90 days notice. Because in corporate things take forever to like, you know, fill a job. And it gave me a little bit of an exit plan. So I can, you know, do what I want to do. I will say, Man between that transition, it's amazing how many folks will walk up like, dude, I'm sitting like, in my cubicle, and they walk up behind me, and they put their hand on my shoulder and they go, Brendan, and they'll, they'll knew me, because you know, just they knew me. Well, like, Are you sure you want to do this? Like, do you have a game plan? Are you sure? Like, because we can get your job back? Like, you know, like, what are you gonna do? So imagine that you're trying to like face and head towards your dreams, or whatever it is. And everyone else coming behind you saying like, Are you sure that's a good idea. So little bit of fear. So fast forward, 90 days comes in. And I now fully with these guys, that winds up going for about a year and a half, which was phenomenal, man, I learned a ton of stuff, it was absolutely beautiful. And then it came into cash flow problems. And then there's nothing more exciting than turning around saying, Hey, we can't pay you. Like, oh, like, tell the wife that one. And then long story short, this basically this was like the trend for another couple of years where I had this huge opportunities, it was worked with guys have big visions, only for whatever reason, management wise, client wise, they just they didn't have the cash. And I'm an operations guy, right. So like I do back end tech and setup and Wizardry. And like, I love all that chandelier project management. And the goal, you know, for especially for a lot of entrepreneurs here, when these guys say, Hey, this is what we're going to create, I just need someone that can come in here, we don't have a lot of capital. But if we build this the right way, like you know, you can be set for life kind of concept. So that was the dream that I was living off of. Fast forward a couple of huge opportunities couple of huge singers, you get to the point where say, Okay, I don't want to do this anymore. Because as much fun as that is to keep turning around and telling your wife that you don't have a paycheck. You say, Okay, I'm gonna do my own thing. So I start to transition to my own thing. And this, and this is how I want to bring it fast forward to where maybe some people are today. So when you know you have a certain skill set, right? So it's like, Hey, I knew I was good at this. I was good at this. I was good at this. And you have all these kinds of different things. The challenges started running into is how do you how do you express that to an individual, where they then turn around and be like, You are exactly that person I need? Right? More importantly, how do you do something that's scalable, because you know, a lot of times I see a lot of guys, especially when they're doing like, you know, techie operations or website builds or funnel builds, it winds up becoming just like a time for dollars kind of concept. You can't really grow you can't scale and people are stupid nitpicky, and then you just wind up into this, like whirlwind of hell. And then you have to go hunting, you have to go get that next client. So I figured, okay, I have some type of business skill, right? That's what I went to college for. You know, I love this concept of coaching. I'm starting to get into this whole like, you know, marketing sales concept, because that's what I literally just did for the past couple of years and had a few jobs into that. I'm like, What is something I can create that scalable? That levels that leverages like SAS software as a service that I have A lot of fun doing, I can do full time and I can charge high ticket. So usually what they always say, Okay, well, you need clarity on what the hell you're going to put out there. So I said, Okay, well, what did I use to know? And then what does the market need? And I had a lot of friends that were coaches and speakers. And the biggest thing that always kept running into was how do I get more clients? How do I get more speaking gigs? How do I get paid more? How do I create a high ticket offer? And so when I looked at all the big players out there, and we just talked about Funnel Hacking live, right? So Russell Brunson, Dean Graziosi, Brendon Burchard. Like all of these dudes, they're all running challenges. I'm like, wait, I know challenges. We used to run challenges we do. We run free challenges all the time, we do like a squat challenge and a push up challenge. We have all these people raising their hand saying like, yes, I want to better blood by you know, summer, and this is going to be awesome. And we're like, Okay, well, if I can do that, and they're doing that, and I have software and tools that can help automate this process, could I be known as the challenge guy. And so I started looking at all these guys, you know, what they were doing, like the promises they made. And I started to notice, like a couple gaps. And one of the biggest things is the tech portion and the operations behind getting like a live event up and running. Because you could even just do on your podcast here. Like there's a lot of moving pieces, right? You got the reminders, you have the landing page to even have somebody opt in, you got to make sure you know you do all the post editing, you got to do all this like that is a whole process a whole series of SOPs by itself. And events are no different, whether it's in person, or digital. And the fact that everything you know, since COVID, has really gone to more like this whole zoom realm. And literally, you can hop on virtually from anywhere, you can run one of these, you can offer a high ticket package, and make four or 567, you know, figures in a five day time period. That's really attractive. So you know, from the operation standpoint, I'm like, Okay, can I combine operations with the thing that people need the most. And that's that was kind of like the idea. And this was about four and a half years ago. And I said, Man, if I could create a turnkey challenge style, that would allow people that were just like me to get their message out there further, farther, faster. That was way less confusing. And it wasn't all these miscellaneous pieces, but it was like everything in one roof. That would be really cool. So I started putting this together, I found some software that will, like helped me to do it. And then I tested it out myself. So like a lot of us as entrepreneurs, like say, you know, hey, I don't know if it's gonna work. Let's try it out. So you certainly do your own beta program. So I ran my first challenges through, you know, for me personally, and I got about five or six people in there. And all it was dude, literally, like five days out before going to start, I threw up a post and said, Hey, I'm doing a five day automation challenge. If you want it, it's going to be awesome. And you know, five people showed up. So we started getting in there. This is like, the first time I personally like ramblin myself to actually try and monetize this. So I get them into like day three, and they're still on there. And they're, you know, like they're getting a lot out of it. And so day three comes up and I'm like, What the hell am I gonna offer because at this point, it's didn't really like actually have like, legit offer, but I got off or something. So my buddy's like, dude, just throw something out there. If you don't put anything out there, it's automatically you know, if you bring something out there, then hell they don't take it. They don't take it. But if they do, then, you know, rock and roll and game on. So I said, Okay, I'm gonna help you automate your business, I'm gonna help you get a challenge up and running, blah, blah, blah. 6k. So Thursday rolls around, we hop on, I do the pitch. We hop off. And I remember dude, I'm just I'm looking at my phone. I'm walking the dogs. You know, we just finished up. I kid you not Adam, within half an hour, I get this little Pay Pal notification that says congratulations, Brendan, you just got 6k in your account. I'm like, what just happened? I'm like, No,

you know what it was, too. It wasn't the amount of money it was the fact that this could actually happen. And that for me, man was like, Holy crap. That was literally this was last minute throw it up. Like what just, if I could do this for me? What would happen if I started doing this for other people? Like how far could they take this? Because now it was proof of concept just got proven? And I was like, Oh, yes. So we put that in there. So that I start putting together like this whole you know, my system our proprietary thing. So if you're an operations, right, you've got to know step one, is it step two is this step three, step four. And I started mapping out the entire process is that okay? Here's what I did. If I were gonna put somebody through this exact thing, like I want to get it to the nitty gritty where like you Can I curse on the show? No, yeah. Okay, so you can't fuck this up all right, so like literally it like what is the shortest time period where I can get you the exact result so you know week when we do this day one you do this down to how long will it take one of the modules and if you implement bam, bam, bam, bam, final product end of the day. And I remember man, I started on this like it just this random as Google Sheet and I started typing this out, and I go into like, the next day I'm like, no, no, that doesn't fit there. Do this next piece and then Now I'll go back here. And then before you know it, like it starts to make sense. So now I have this asset and here and it's always funny because they always say, okay, like, you know, how much of your minimal viable product should you actually bring to markets? Versus like, when is enough enough, and then you actually go ahead and sell it. And I, I probably my little bit of OCD and perfectionism probably built out more than I probably should have before, before I put it out there. But I also knew that if I was going to bring somebody into it, like, I want it to be solid enough, where I'm like, Adam, get in here. Let's see what the hell happens. So long story short, I wind up, you know, building out the thing. And I reached out to I don't know, maybe five 610 People said, Hey, I've got this turnkey challenge thing. I know, I will easily sell it for like 5k Moving forward, will you come in for like a 497 Beta price? And you're like, This is amazing. Yeah. So 100%. And I remember one woman very specifically, Cindy, so she does divorce coaching, which is a very specific niche, right. So it's not, it's not like a happy go lucky. Not like, you know, make six figures in your business. This is, hey, you're probably going through one of the worst times in your life, I'm gonna throw a five day event on it and show you like, Do this, don't do this, watch out for that, you know, like the whole nine yards. She brings it through her first one locks in like a first high ticket client right out of the gate. And so for me, I was like, Dude, this is awesome. Now we got to grow this sucker. And I'm like, Okay, if I can do it with that, I'm like, there's probably every other verb I could possibly do this with. And here's the beauty of it. A operationally, now there's a system, there's a structure, there's, I can literally take whatever you're in, we just got to make it fit in these couple pieces. And then the conveyor belt just moves. So that for me was really exciting. And then be it's totally scalable. So now, you know, like, now I can put this one thing out here. And because it's based on a certain number of like foundations and principles, it's no longer Hey, will this fit? Now? It's just a question of how do we make it fit. And then you just apply it to your business, and then you go and you grow. So that poor for me even was like, was super exciting. And I think we've basically taken this past four and a half years, just to try and make it as as thorough as possible. And it's kind of that that fine grain line between. You don't want to make it overly complicated, but you want to make it so well thorough and thought out that it's like, okay, they're probably going to want this or they're probably going to ask about this. Can I from an operational standpoint, can I put it in there ahead of time? So when they say, Hey, ready, can we do this? Yes, 100%, this is what you do. Or this is what you do. So that became basically the flagship of like, you know, what we do in terms of like growing entrepreneur for our company. And then the knee part was, especially as we said, Okay, well, what is that next level? We said, Okay, if we can do this with challenges, can we do this with a summit? Can we do this with a masterclass? Can we do this with a podcast, you know, whatever. So that's basically that's where we're going from here. So first and foremost, what I will say is that if you're not running challenges with us, obviously, you saw Russell on stage, right? So his whole Lynch pitch strategy. And so guys, if you're watching this, and by the way, I'm Adam, I took about 30 Plus pages of notes. So if you want to share that with your audience, they might get some some really valuable stuff.

Adam Liette
Yeah, I downloaded them when you posted them. I do have those. Awesome. So

Brendan McCauley
what was really cool is Russell's like, Guys, I'm going to show you exactly do for all my businesses. And if this guy who probably makes I don't know, millions, billions, whatever, you know, he's got he makes it a lot.

Adam Liette
Easily in the nine figures at this point, I think, yeah,

Brendan McCauley
yeah, plus the connections and everything else, like jayvees. So it was really cool. He's like, guys, for every previous business I've owned, and for every future business I will own, he always starts them off, I think either a webinar or a challenge. So seeing that a guy of this caliber is throwing that out there saying, Hey, you should probably do this. A was really refirming For me, because I'm like, I'm probably in the right business, which is really cool. But then be knowing the power of what you can get out of that. And I think here's the beauty of it. And it's funny, because I just watched it a woman doing a webinar today. And she's talking about, you know, communication, conversation, conversion, and all the rest of it. I think the beauty of a challenge is that you get a lot of people headed in a very specific, specific direction, just like when I was trying to lose weight, there's accountability, because you touch base with them every single day, you build that know, like, and trust and you're known as like the, the instant authority out there, because if you're the person that's running the event, you've got to have some type of authority, you've got to know like, what the hell you're talking about. Because if you're just trying, you know, put yourself out there, like people are gonna know real fast. Are you the real deal? Are you just totally full of crap? Right? And they'll be able to feel your energy, they'll be able to understand who you are as a person. How are you showing up? Like, what does that look like? So you know, I put you as like the obvious choice in the marketplace. And if you specifically come from this place of I think abundance and serving, and even more importantly, not just information, but transformation. And you can totally tweak the way a person thinks in their mind when they identify as like a new type of individual that makes all the difference in the world. And I think what's beautiful is a lot of times, you know, for those of us who have a coaching, speaking in consulting, right, whatever your practice is, you typically do it because yes, don't get me wrong, man, make the money as a business have tight financial freedom, that's awesome. But you do it because you want to transform the lives of somebody that you work with. So like, if you can't do like Adam, like, when you work with your clients, the same deal, you know, you bring them in, you collect the cash, but the ROI they get at the end of the day is what fulfills us where they're like, do Adams a fucking Rockstar, this guy is awesome. We love that we feed off that. And I think the really cool part is, you know, a lot of times the way that we've seen or other people, oh, well, you know, go hit somebody up in the DMS or go spam on email or, you know, like all these other methodologies and techniques, it can become really frustrating, especially if you're not getting the kind of results. Or if you don't know how to run ads, or if you're running ads, and if you're not doing them, right, you can lose a lot of money. So there's always ups and downs of different sides of lead generation, because, dude, at the end of the day, it's just it's a fancy form of lead generation, that's what it comes down to. Right? If you can do this the right way. And especially if you run them once a month, or once a quarter or ship, you know, twice annually, whatever you the beautiful apartment, you have this asset that just sits there and it works for you over and over and over. And ideally, given a couple changes tweaks and modifications to make it better. It sits there. So anytime you do a podcast, a Facebook live an article, you know, your blogging, whatever, like if you point them back this one thing of hey, I would love to just like Gary Vee that jab, jab, jab, hook, value, value value, and then say if you'd like to move forward with me, this is what my offer looks like. Dude, at that point, like it's not even so much that like maybe there's a bit of a price objection, but they know who you are. They like you. They trust you. Like they are all in and they're like, oh my god, like this guy. Adams absolutely amazing. Yes, I would love to work forward, or you know, to move forward and work with this guy. Or hey, maybe now's not the right time. Either way, you build your email list, you build your phone list. Now you got people that know like and trust you, you've increased your authority in the marketplace. And worst case, scenario down, sell them into something or put their ads on your Facebook community. Just keep giving them value. Do you stack that value? So damn high? There's no reason why at some point down the line, that they probably wouldn't want to work with you.

Adam Liette
Yeah, I mean, you're establishing instead of a no, it's a not yet. Basically. Yeah. Which is like, so different from the cold DMS to sales call and you're not actually serving a value on the front end, you're not really building anything, you're just getting on that super uncomfortable cold quote unquote, Discovery call whatever you whatever the catchphrase is for right now. But instead you're like, like you're putting yourself in their memory banks. Which challenge is great for right? Because you get five days, five hours in front of someone. I mean, you can't buy that kind of real estate in someone's ears,

Brendan McCauley
right? I mean, you literally have like your own virtual real estate. And it's funny because a few people reach out to me to be like, hey, Brandon, can we do a three day versus a five day and I've never personally run the three I've heard of people that you know, that have done them successfully. So you know, just like the feedback you always get from your clients is, hey, how can I make this better? So we started playing with it, we're like, alright, could we turn this into a three day? And we literally just came out like a version 4.0 of ours. So now they can do it for three, you know, and then eventually, and we're gonna next one's gonna be okay, can you just do like a one day workshop? Can you do this? Can you do this? So I think it's, it's what was the biggest thing that helped me get known really well, for one thing that you do better than everybody else in the marketplace? And I think we're I messed up at first and where I find a lot of coaches or consultants or you know, agencies, whatever, we try and be everything to everybody. Oh, you want this? Yeah, I can do that. Oh, you want this? Yeah, I can do that. Oh, I can do that. I can do that before you know it, dude, you're trying to do a million different things. And Joe over here wants a website this person wants to challenge this person just wants to land and they want like a mix of everything. And then you do a lot of things really poorly versus one thing where you are like the master of it. Yeah, so you know, and you think like, Dude, there's world renowned surgeons. I don't care if you're a brain surgeon there's a guy there's guy very specifically out of West Palm not far from us. He does limb lengthening. So literally like kids that are born where like you know one one leg is this long one leg is this long, like the guy is known people will fly from all around the world to have this dude come in and literally make it so you've got like two limbs that are exactly the same length. Like think about how specific that is. And that if you are looking for somebody you're not going to get the guy that also happens to be a pediatric you know, maybe, I don't know, of course don't really speak doctor but you know there's a difference between a guy that's like a brain surgeon versus a limb lengthy surgeon versus just a general surgeon versus As you know, a guy that maybe checks like your ear, nose and throat, like these are very different things. And a lot of times, like if we're bringing ourselves as entrepreneurs say, oh, I can do that I can do that I can do that. What do you think? Or how much like trust? Do you think that person is actually going to have that you are going to be like the best? And charge the price that actually justifies that? Yeah. And a lot of, I think we get we get stuck in and that's easy to do. And I get it. Because, you know, you're like, Yes, I have this different skill set. But I think you really just saying, Okay, here's what I can help you achieve. Here's your main pain point that helps you that you're having a hard time at night sleeping, because this drives you crazy. I will solve it with this solution, period, end of story. Now, this is the question whenever I get that somebody says, Okay, well, Brendon, I'm good at all these things. How do I just come up with this one thing? I say one thing as in one pain point, one solution. But here's the caveat, this one solution like for mine, it's taking inventory of all your skill sets. I know automation, I know business. I know, coaching, I know, fitness, I know all these things. I'm not going to the market saying hey, I can do this, I can do this, I can do this. No, I have one very specific solution that will incorporate these five things that I have specifically taken and aligned to say, okay, when I help you with this package, it will include me coaching you through this in a system that makes sense with a final outcome based on marketing skills I've learned. So now you have your own operational SOP as far as how you're going to present it to them. But in terms of the sales pitch, you get so much more defined, to say I help XYZ kind of person overcome XYZ kind of problem in XYZ timeframe, guaranteed. And I think they're a second, you're able to rule that out just based on all of these talents, skills, knowledge ability that you have, like conjured up throughout the years, it totally puts you in a different light for I think, as far as like how prospects see you. And then you know, anytime you step on stage, you know that you know that, you know, you will get somebody something very specific at the end of the day. And then the cool part is to transition. That's when you can go and write a book on it and say, Hey, this is what I do. This is how it works. You should follow me because and the part I was really excited about this is now it's like how many assets kind of have working for me at one time, that will bring in more conversations that will bring in more eyeballs that will be like, Oh, wow, like that gives you just an added level of credibility. So if I want to be the challenge guy, do I want to be on podcasts about challenge, ie we're doing right now, I want to talk, I want to talk about my book, I want to be on Facebook Live, I want to be on everywhere. So I want them to and this is kind of what we subscribe to. It's either going to be a yes or no or restraining order. And I want to be able to get that out there do because here's where most people I think fail. They're so afraid of what people will stay when they put their stuff out there like oh, if I if I send too many emails, they're gonna say no, dude, if I can show you the fucking colorful emails and voicemails I've gotten from just blasts out there. And they're like, you know, and it's so funny, bro. Because it's 5050. And like, I was talking about the book, and I was talking about the challenge and like, look, I don't care if you and this is not to be an asshole, or it's to come off negatively or to like be all in your face. What I want you to know me, you're gonna like me, or you're not, but you will know me. Right? And Grant Cardone is a huge thing on this man. He's like, Yeah, push them push him. They said, don't send them an email, send them 10 more. And because I've seen it so many times, man, and it's so funny. A buddy of mine, Trevor. He was just at Grant cardones last 10x growth con. And so Trevor is sitting like the second row so he could see everybody in the front. And grant pauses protect two seconds, he says, Guys, let me make this really clear. Raise your hand, if you've unsubscribed from my emails at any point in time, bro at and the whole front row raised their frickin hand. So it's not so much you know, we take things that I think are really personally, right. We're so sometimes scared of putting ourselves out there for being known for this one thing, that we don't even make a blip on people's radar. They don't know what we're about. They don't know why we're doing it. They don't know, you know, they don't know our journey, you know, and then the fact that we're interested in their journey, like there's no dialogue, they're not no roll. They don't even know we exist. So I'd rather be in your face more often and be able to market this so even from an operational standpoint, dude, if we create the best freakin product and we have the best results, here's your thing Grant said I never forgot. Best known always beats best any day, any day, and I was like, Man that hit me right in the face because I'm like, damn, I know. Like I know like, you know, like when you know that you're good at something. Oh, yeah. Like schmuck down there is like kicking your ass, you know, like, he's not that good. Like, I know I could do that. Why aren't you? It's only because more people know him. It's only because

Adam Liette
I got my competitor to I'm the same way. I'm like, their system sucks. I'm way better. But that's not

Brendan McCauley
well and do and trust me 100% Abundance by all means I would love some friendly competition, let's rock and roll. But a lot of times I think we have to look internally. So if we're going to put ourselves out there, if we're going to create something we're you know, we're going to watch this to the world. It's on us, man. And we have to take full responsibility. Am I out there enough? Am I harping on podcasts? Am I doing whatever it takes to put assets of the assets out there that will not only transform the lives of others, but also act as an asset in our business? Like, dude, look at Russell, what do you write your books in? You don't like I don't this last one was a New York Times bestseller if not like the last two. And that one thing was like the catalyst for like, what got him to where he wanted to be. So you know, the one thing in this even what we're pushing now is a mix between like a book slash challenge funnel, where you can leverage both and like, that's even what our next challenge is going to be. It's called a five day instead of authority challenge, how to leverage being an author and launching your own challenge. So that way you stand out from the crowd. Wow. So and now, you know, the fun part. And then I guess, come my last piece to tie it in. When you're putting your assets out there, or you're building these operational tools or all the rest of this. You're familiar with the dream 100 strategy? No, of course. Okay. Right. So for anyone that's watching if you're not familiar, check it out. What is it? Is it Dana? I think Dana, Derrick's he's the one he wrote a book on it.

Adam Liette
I believe it's on it's right here. Yeah. Dana Derrick's. Okay, so he my bookshelves right over to the right of my desk for a reason.

Brendan McCauley
Exactly. Quick Reference, and then come right back. So he wrote the book on it. And you know, Russell does like a whole thing on it. But if you can leverage, and I got this from totally see him on my mind, too. It'll His name will come back to me. But he talks all about speaking and selling from the stage, you know, and like, he's got his brief story braid framework, which is really, really cool.

Adam Liette
Is that Colin Boyd? No,

Brendan McCauley
I'll show you a picture. You'll be like, Oh, that guy. His name is totally spasming for my head right now. Gotcha. You know, but the beauty of it. Now, you know, now it's gonna bug me because now I want to go because I'm gonna I'm gonna pull up his picture. You'd be like, Oh, that guy.

Adam Liette
Let me see if I know. Colin has a similar program. It's probably he's probably just another one.

Brendan McCauley
Okay. All right. So either way regarding being able to leverage that asset and be able to put it out there.

Adam Liette
remember exactly where I was going with that one?

Brendan McCauley
It'll come back to me. Oh, the dream 100 strategy. So dude, the one thing he says is OPA other people's audiences? Because a lot of times like Yes. While it's great while we're trying to get our own traction, and we're posting and when you're putting events out there and everything else do there's so many other people that already have your ideal target client or ideal target audience. So if you're gonna put your energy and you know, and your efforts and your time and your money out there, you might as well align yourself with a freight train that's already going, because you're gonna have one or two conversation, just play attending Funnel Hacking live. Half the people that I want to interview to be able to stick in this from a dream 100 perspective. They said yes. And I simply said, Hey, dude, great, connected fall hacking live. I got some that's really fun. I know, You've been crushing the game. I would love to interview. And before you know it,

Adam Liette
you got a couple of big hitters too. I noticed. There was a couple,

Brendan McCauley
there was a couple and you know, and the cool part is, is once it's like a Domino's, like your dream 100 is those ideal 100 people that if I could connect with them, like your business, or your personal life would change dramatically. You connect with one and that one person tells the next dude at that point, like it's so much easier, because you already have this like vetted, I guess kind of shoo in of like, hey, well, he did it with him. So he must be like not that big of a douche. So let me hop on and, you know, chat with him for a little bit. Because now think about

Adam Liette
networking, social proof, I love it.

Brendan McCauley
Exactly what it is. All right. And this is why I love when you set it for the beginning. So right there at the top. Here's what I love about this. And that's why I push this to everybody. Once you hit international bestseller, I don't care how you do it. I don't care how long it takes that will always live with you forever, like you'd like now there's no running from it. It's like when I got all the certifications and I can add crap to the end of my name. Regardless of how big or small people perceive that it's always in your title. Now all of a sudden, it grants you a different level of authority in my opinion, and it's the same exact deal. If you can leverage that that same kind of dream 100 strategy with anyone else in particular. So you get one person who'd like for you, you have this podcast, if you like you know you nail a couple big names on there. It's so much easier to reach out to other individuals that most people think are maybe on touchable that now you have immediate access to you can build a friend Reach, you know, a friend, friendship with. So you know, and between the podcasting, bro and like writing a book those hands down I think are some of the best ways to like grow your brand further and faster.

Adam Liette
It's funny one of the first interviews I did was with Nicky Balu. Because I don't know if I know him. He runs the thought leader revolution pretty big coaching business out of Canada. But what he told me was his first interview I ever did, I don't know how I landed him is through pod match or something. And he's like, I've had free coaching with Seth Godin, John Maxwell, and like, lists off all these top list guys who just showed up on his podcast, but he got to basically just ask his questions for an hour, hour and a half. Like it's the best coaching ever. So it's all free.

Brendan McCauley
Oh, yeah. Dude, even one of the first guys that reached out to for like my podcast when I first started it, you know? Oh, by the way, Pete Vargas. That was the name of the guy. I couldn't think about it. He was the one. So there's a couple of books you know, Mike, McCalla wits. So he wrote, so clockwork was the pumpkin Pumpkin Plan, I think toilet paper entrepreneur like a couple other ones. So anyways, I'm an audiobook guy. So I was listening to him. And he specifically says in there, which I love, and I think he's really down to earth guys. Like, hey, if you're reading this, and you get to this point, you're taking action, send me an email that says XYZ. I'm like, Okay, that's a free invite. So literally, I sent him an email and it said, By the way, I happen to have a podcast called Growing entrepreneur, I would love for you to be on there is that cool? Assistant reached back out to me within like 48 hours said, Hey, Mike would love to be on there, blah, blah. I'm like, Oh my God, that's really cool. So now we got Mike on there. And then the other one, so we used to have a fitness podcast a while ago. So Tony Horton, the main p90x Like guy that runs the whole thing. We It was myself and like two other guys that were super heavy into it. And one of the dudes reached out and said, hey, you know, we've got this all if no man's podcast, we're all a bunch of coaches. We'd love to have him on there. And the guy said, Yes, we're like, okay, In what world? Other than inviting the dude on there? Could you ever just get like a random audience to chat with this guy for like, an hour? So? Yeah, it's, it's, I think, just cool little strategies, that as you keep you know, just being willing to be creative, and saying, Okay, how not? Not, I can't but how could I connect with this person? How can I provide them value? How can I put it out an asset? How can I you know, just, I think being creative as you go, man, and eventually, like, some really cool stuff can start to happen.

Adam Liette
And I think I'm putting all these pieces together in my in my head. Because like one of the biggest connecting points from from my, from hearing the story and hearing how that has this like, rolling effect. And one thing leads to another, it all started with clarity. Yep. And once you had super clarity, like you have a full definition of who you are, you have your elevator pitch and it's solid. That in my mind leads to the confidence leads to the outgoing nature, because you already you already have clarity. Like I've known some super confident people that didn't have clarity, but not that many. I've known a whole lot of people with confidence that had clarity. So I mean, that's, that's the linchpin in my mind.

Brendan McCauley
100% I couldn't agree with you more. And I think everywhere in your programs and your health, wealth, relationships, like starting with that, here's the direction I want to go. And sometimes I think even like, the bigger you painted, like, the more exciting or nerve wracking it can get. But just being hyper clear. And then you know, even if you are really clear asking yourself, am I playing on a big enough level? So like when you first read off, hey, you know, Brendon wants to help 50,000 online entrepreneurs. We did a we did a mastermind in Miami about a year ago. And it was really cool. But actually I have to bring my my 16 year old stepson, so he got to like, you know, witness and just like, See, I want to open up his eyes. Because you don't learn a lot of this stuff when you're in school, right? And unless your parents somehow like indoctrinate you into it. I mean, until you really get to the point where you're maybe like 16 1718 You're out on your own and you're like just now entering this world. It's not common. So we went to this mastermind and this guy, Jared Yellin And I, you know, I definitely I totally admire this guy, like what he's done, young dude and just been uber successful. We're all sitting in this mastermind like, alright, what is your moonshot? And I know what moonshot was he's basically like what is this? You know some call like your be hag your big, hairy, audacious goal, like whatever the hell you want to call it. What is this thing that you were aiming for? that's out there, that when you say it, people like holy shit seriously. And for mine, like I had the concepts of like my one thing, but I didn't have this target. I didn't have this clarity of Okay. Here's where we're going. It's kind of like that, you know, like the sergeant that's at the front of the army or, you know, whoever your top like General, General soldier or you know, military dude is it says, Guys, we're going in this direction. And I'm going to tell you exactly why we're doing this. And everyone's sitting there, like, yeah, that's what we're gonna do. And then they fight, you know, day in and day out until they win the war, because there's something huge they're running towards. So he came around and like, I knew the constant, okay, well, we want to do this challenge thing. Like, this is cool. This is my thing. I get it. He's like, Yeah, but what's like, what is that moonshot? So he's like, Alright, everyone write down, you're gonna help XYZ number of people achieve a certain goal in a period of time. Like, alright, cool. So 5000 within the next year and a half, blah, blah, blah. So I stand up and pull up my paper and like, Okay, we're going to help and dude, he stops me halfway through. He's like, No, you're not even big enough, bro. An extra zero onto the end of that number. Sit down and try it again. Like, Oh, okay. So I sit there and I draw an extra zero on this. And I put a little comma there. And I stand back up and like, we're going to help 50,000 online and this dude, the second I said, like, just that word, within a two year time period. They got really real really fast. Yeah. And I was like, holy shit. Because think about you almost like now. I think a lot of times, when we play entrepreneur, you're thinking about so many other things, when you first get into this realm, right? You know, and even lunchtimes will even start with the wrong stuff. Like I first started, what was my website gonna be? What's my branding colors? What's my logo, all the things that will get me clients, and yada, yada, it's like, you kind of go down this rabbit hole. You're not even contemplating? How am I gonna help this? Many people do this? You're trying to even just understand, Okay, what's my thing? How do I even create my thing? Oh, shit, there's red. That's due in a couple days, oh, my water bills late, like all these other things. And then when you finally get to a point where you understand who you are, and you're clear on your offer, well, now we have to take that and we got to make it bigger. Because if you don't have something that in my opinion, is big and propelling you and have that goal. And that why like Simon Sinek always talks about that it's very hard, I think to motivate you to motivate your team to drive you towards something that is worth the days when you're getting your ass kicked to keep heading in that direction. So you know that that for me was the Okay, and what was really cool, because like, I love how Jared does his, I think he wants to help. He wants to launch 10,000 tech companies in the next 10 years. Which is huge, like, but he's done it before. And like he knows this formula. But literally, if you can within a sentence and a half, say exactly what you're going to do. And people look you as like this do plays big, it naturally makes people gravitate towards you. And dude, I kid you not as soon as we come back from this thing. I'm like, Guys, I'm so excited. Here's my moonshot, here's what we're gonna do. I had one to reach out to me, he's like, I don't know who you are. I don't know what you're about. You play big, I want to hang out with you. And that, to me was like total validation, that we're doing something because I think big dreamers attract big people. Right. So now kind of coming back full circle, I was that person that gravitated towards these other guys that had huge goals of where they wanted to get to. Now, obviously, it didn't happen in the interim. But fast forward now to the point where like, Okay, I'm going to be that big thinker. How do I put something out there? And then how do I build this system? How do I create something that's operationally functional to be able to achieve that? And then what are the assets that need to be built? So that way, this feeds people into a gives value, and essentially does something like what Russell does. So if I want that time freedom, if I want to have financial freedom, like I need to be able to sit back, you know, like looking at a battlefield and say, Okay, where are all these pieces, bro? Like, what is happening? How do I make that shit happen? So that's my thoughts, man. That's

Adam Liette
where are all these pieces? And what are they actually telling me? Like? It becomes that, that whole thing? I mean, where are you need? The data, man? Yeah. All that good stuff, the good problems that come with the growing division, for sure.

Brendan McCauley
Yeah, and then I think it's all those little tiny hiccups too, you know, it's like, hey, we said, we're gonna make this happen, all of a sudden you try it. And either sometimes it goes really well, or it goes really not well, or maybe somewhere in the middle. And we're always doing the same thing for hours every single time that we throw an event. And it's so fun. I don't care if you've been doing this, like you're brand new, but doing it for a couple years, or you've been doing this for 10 or 15. It's always the same question, Well, how am I get more leads and how to put more butts in seats? So I think regardless of where you're at, it's always that like, never ending improvement where you just keep trying and trying and trying, and you're just trying, you know, build it and scale it and then figure out okay, well, if I take it from this angle, what happens if I take it from this angle, what happens and then documenting the process and then just trying to take and scale and, and grow from there? So hopefully, that answers the question that you had initially.

Adam Liette
For sure. And I think the cool thing about the way you've done it is your vehicle is the challenge. Yeah, you've mended the challenge, you're working now on a three day on a one day, but the vehicle is the same. So when we're sticking with the same vehicle, you can say, Okay, well, this month, I'm going to try generating leads this way, this month, I'm gonna try this way you were, but now you're comparing apples to apples versus I'm going to try a VSL. Now, a webinar, no, you're staying within the same framework. So those those improvements over time can be made with correct data versus crap we're just making up, which is where my operation side of me gets super nerdy and excited about it, because it, it's a framework you're working from, which makes me geek out. It's so cool. Yeah,

Brendan McCauley
I'd probably say some of the other pieces just because we're talking like operations and just fulfillment work, we can top it off with this. So I think just one of the things, especially on the operational side to make sure that everything flows. You remember the Cutco the home kitchen knives, you know, of course, okay. So if you guys are familiar with basically they're, they're like an international unknown brand. And they basically always get, you know, high school kids to go sell them and houses and whatnot. So part of the presentation, because you come into this house with like 30 different knives. The concept was okay, well, I have your Perry knife that's this big, or I have the one that's this big and have a bird pick one you get, like every night for every reason. So the idea behind it is that there's always like the right tool for the right job. And yes, sure. We always use this example like, could you run a marathon and high heels? Probably should you probably not. Same thing with our knives, right? You want to come to them bigger use this one, this one smaller, and it justifies getting the whole entire set. So I say all that to say like, as we've learned to use different tools in our business, there's certain ones that are great for like making a challenge happen. There's certain ones that are great for like just straight project management. There's certain tools that are great for just literally communication between you and your team. And I think honing those in and defining, okay, what makes like just this process as smooth as humanly possible, without that overlap on top of each other without duplicating things, but also not having like a million things that you have to choose from, when you really start to narrow that down. Dude, that's where I truly believe like that skill comes into place. Because the second you start to define, here's what we do. This is what it looks like, here's the end result, then the beauty of it. And that's where now we're not to this point is you can take people put them into that position. Because you have like this perfect McDonald's fry you get every single time you have. And at that point, it starts to become really fun. You can grow and scale and change a lot of lives in the process.

Adam Liette
Love it, Brandon. Dude, this has been a rapid fire. quick lesson. He's all things. I love it. Usually I have to ask a lot of questions in here. And it was it was really easy. You made my jobs. You made me look good. Brian, and I like it.

Brendan McCauley
Yeah. Why did you just pull the greatest out of me, man. That's what it is. I appreciate you.

Adam Liette
Love it, man. Hey, before we jump here, I do want to respect your time. The question I asked all my guests, because I'm a big reader. I know you're an international best seller now. So give me one or two book recommendations that might not be on the top of everyone's mind, but have made a difference in your life.

Brendan McCauley
First one is Good to Great, phenomenal book. And the other one is ready fire aim.

Adam Liette
I got both of them behind me. Do I? Well,

Brendan McCauley
you know, I almost almost when I saw him there. So literally pull them out. But yes, those hands to those ones are definitely to my favorites for sure.

Adam Liette
Fantastic. Love it. Well, I'm gonna have to reread them both. Cuz I'm only reading them both once. And that's not enough. But now,

Brendan McCauley
like six times into it, that we can really process everything.

Adam Liette
They've said, yeah, that's not untrue. It's, you know? Yeah, you know, I mean, it's really that repetition that really helps. It helps us settle in. Did for sure. And this has been a whole lot of fun. I knew it was gonna be. So I really appreciate your time and sharing with the audience. And where can our listeners find out more about you sign up for one of your challenges and get started with with their own challenge?

Brendan McCauley
Yeah, if you want to find me on Facebook, it's really simple. It's just Brenda McCauley. Or if you want to go to challenge launchpad.com This is really quick overview. We have little chat widget on there, feel free to connect. And here if anyone wants just don't you know, hop on and just say hey, how will this work? I'm more than happy to hop on and just kind of show you how you can use it for your business. Even with like, even if it's not with us, you know, just I'm happy to give some insights and guidance. So I'd love to be a resource for you.

Adam Liette
Awesome. Well, all those links will be in the show notes. So head on over and while you're there, leave a review and go check out Brendan's site and AWS services and just I've known the guy now for a while like, genuine like the dude you've heard on the show is Brent that's who Brandon All he says is this is Brendan for real. So dude Check him out. Great guy and he's definitely eager to help you guys do so. Thank you so much, Brandon. And just joining us.

Brendan McCauley
My pleasure. Talk to you soon.