BUILD BRAND

“Everyone was doing powders and pills, but the compliance on those is terrible. People buy them and they sit in the cupboard. Gummies change the habit because they actually taste good. We took the most nutrient-dense profile we could find and put it into a format that people actually look forward to eating every single morning.”

“You have to be willing to fail on ninety percent of your ads. We were pumping out fifty to a hundred different creative variations a week just to find the one or two winners that would actually scale. If you're not testing at that volume, you're basically just guessing with your marketing budget and hoping for a miracle.”

“My personal consulting is all now people who went full AI for their newsletters and emails, and they are already coming back to human-edited content. The AI writes stuff okay, but to completely take over an entire newsletter with AI doesn't work as well as you would think. It currently doesn't have the same vibe, and for some things, it's just better to have a human touch.”

“His father runs a successful metalworking shop and is kind of like a fairly well-to-do middle-class entrepreneur about town. His dad says something to him which sticks with Enzo for the rest of his life: A company is perfect when the number of partners in it is odd and less than three. IE don't take on partners. Always be self-sufficient.”

“I think social media is blogging. You have a piece of content, a picture, a text update, and you post it on a network where people read it and comment. I went from making long-form blog posts to just social media content because I get more out of it now. I've stopped posting traditional blog posts because a blog is almost like a dumb social network where you just post and pray people see it.”

“Copywriting course used to be, hey, come to our thing, we'll teach you how to write good copy. Now you can ask ChatGPT or Claude to just write the email for you, write it like Matt McGarry or write it like Neville, and it'll figure it out. The need for that service has gone down and down and down, and we've been niched more into strategy rather than just execution.”

“It depends like where you sit in the stack, right? Like um, now for Meta, it's like all it's all like creatives. Um, a lot of people are going to cycle into like AI creatives and then that's going to burn out. And then it'll be the next thing. Might be UGC creative uh, creatives again. Maybe affiliates. But it really like any good marketer uh, is going to figure out what the next arb is and they're going to maximize it. So, if you're like a real marketer, not just like one shot one shot wonder to understand Meta, then yeah, you're going to be able to you're going to be able to sell and you're going to be able to sell a lot faster in this new era.”

“Ford makes 160 times the number of cars that Ferrari does, yet Ferrari has a higher market capitalization. They're worth more than the Ford Motor Company, and Volkswagen, and Honda, and Stellantis, and Mercedes-Benz. This company is worth so much more than most giant manufacturers while making cars mostly by hand.”

“Even Khabib, he got paid for the gym. Putin built for him a gym. For example, you gold and you wanna build your own gym, they give you money to build your own gym. If you're a gold medalist. So somewhere you go in Russia, if you're a fighter or wrestler in government, they take care of you because you do something for your country.”

“This year, we're on track, knock on wood. Revenue up 85%, Expenses up 3%. Listen, it's early. It's a five year old company. NFL is probably 90 years old. MLB, a 100 and some odd years old. NBA, 85 years old. Five years old.”

“What creators avoid—but shouldn't—are the scaling pains required to make a business acquisition-ready.”

“There’s going to be more of a premium to style. Making content for SEO—like a 10,000-word post with all the little keywords—is no longer rewarded because that is a dime a dozen now. Having style and substance and weirdness and entertainment is going to be more valued because it's something AI still struggles to replicate with actual soul.”

“Big companies are looking for systems and assets that don't depend on one person's social media profile.”

“At a certain level of business, the actual product is almost secondary to the access you have. Being able to get into the right distribution channels or get on the phone with the right retail buyers is what separates the billion-dollar brands from the ones that stay stuck in Shopify land forever. Access is the ultimate unfair advantage.”

“The moat of just having a piece of software is not really big anymore. So it's really hard to sell those small tools unless you're in a very niche industry or there's some extra regulations around it like healthcare or law. In the past, I thought if I could just make software and sell it, I would be the king of the world, but the defensibility of it is just eroding very fast.”

“Copywriting course used to be, hey, come to our thing, we'll teach you how to write good copy. Now you can ask ChatGPT or Claude to just write the email for you, write it like Matt McGarry or write it like Neville, and it'll figure it out. The need for that service has gone down and down and down, and we've been niched more into strategy rather than just execution.”

“So the drama, the sport, why this sport is like getting big because of drama, not because of fighting. Like Conor, Habib, Diaz, you know, the trash talk, everything. Not just fighting. What was going on before the fight? The boss thing, it was like, it went viral too. Because of that, that fight was the most biggest fight in the UFC. If it wasn't that conflict before that, okay. Conor, Habib, yeah, they talk shit in the press conference and that fight is, it's gone.”

“People tell me I need to make a Claude skill and sell it, but I'm hesitant because each successive model version needs less and less instruction. Right now you can build skills, but I think the better every single LLM gets, you just won't need that prompt engineering. It is too easy for someone to get the free version of what I would try to sell, so I'd rather use it as a lead magnet.”

“Ferrari ships very, very few cars, around 14,000 per year. That is approximately the number of Toyotas that are sold every 10 hours. There are 10 times more Birkin and Kelly bags made each year over at Hermes than there are Ferraris, and there are 70 times more Rolexes made each year than there are Ferraris.”

“There's a massive opportunity in building an ACH distribution layer. Right now, moving money is still slower and more expensive than it should be for most businesses. If you can create a seamless way for companies to handle those high-volume transactions without the typical banking friction, you're sitting on a gold mine that every enterprise will want.”

“You have to figure out how to eliminate key-face risk so the brand lives beyond you.”

“Yeah, Russia, it's good, it's clean, it's safe. Yeah, if you compare it to US, it's safer and cleaner. So you can walk anywhere, any watches, nobody can come and try to grab you. Because people are scared to do something. Because they go to jail right away. They're not going to sue with you or do something. If you steal, you go to jail. And they clean the mafia, everything. Now it's a so safe country.”

“Yeah, it's an Olympic sport. They take care of them so much. So for example, if you want to be a box, you go to school, you don't pay money. If you're a wrestler, you go to school, you don't pay money for the sport. Even Khabib, he got paid for his gym. Putin, Vladimir Vladimirovich built for him a gym. For example, you're a gold, you want a gold and you want to build your own gym, they give you money to build your own gym.”

“I don't want to spend my time on a small business anymore. If I'm going to put in the same amount of effort and stress, I want to make sure the ceiling is ten billion dollars, not ten million. You have to look at categories that are already massive but haven't been disrupted by a modern brand or a better user experience in decades.”

“Ryan Garcia, he wanted to punch Ashton Hall. I said, okay. Here's my friend. You wanna punch him? He said, yes. Let's do it. So he punched it three times. He couldn't drop him, and I took the money. He said, bro, we need this money for tonight. We do something. Bro, I swear to god, like a man word. I'm gonna wire it tomorrow. One week, nothing. He didn't send me money. Bro, you didn't tell me your guy is professional boxer. I said, why I should tell you? He's my friend.”

“The gap between being a creator and a founder is what actually determines if your business is scalable.”

“Ferrari has the highest ratio of people who know about their products to people who actually own their products of any company in human history. I would argue that over a billion people know what a Ferrari is, even though only about 180,000 people globally actually own one. It is the only ultra luxury brand that has reached mass cultural awareness.”

“So I flew to Thailand. I stayed there one year, and, I came back, beat him, this guy that he knocked me out. I was watching on the YouTube. I didn't know even where where that place. I just know it was in the island, Phuket, and I landed there. I was asking everybody where's Tiger Mai Tai, and they they nobody knew that. And then one of the the taxi driver, he drove me there.”

“Of the very few cars that they do make, about 80% of them are earmarked specifically for people who already own a Ferrari. That means there's less than 3,000 new customers buying Ferraris in any given year. This funnel narrows pretty tight, and it is one of the most clever business model mechanics that we have ever studied.”

“I built a business called Gruns. We make gummy vitamins. We started it about three years ago and just recently crossed that billion-dollar valuation mark in the exit. It was a fast ride, but we found a hole in the market where people wanted the benefits of greens powders without the terrible taste and the mess of a shaker bottle.”

“I think social media is blogging. You have a piece of content, a picture, a text update, and you post it on a network where people read it and comment. I went from making long-form blog posts to just social media content because I get more out of it now. I've stopped posting traditional blog posts because a blog is almost like a dumb social network where you just post and pray people see it.”

“We didn't reinvent the wheel with the ingredients. We just remixed the format. It's the same thing as taking a successful software product and moving it to mobile, or taking a successful supplement and making it a gummy. You take a proven value proposition and deliver it in a way that fits better into a person's daily routine.”

“The moat of just having a piece of software is not really big anymore. So it's really hard to sell those small tools unless you're in a very niche industry or there's some extra regulations around it like healthcare or law. In the past, I thought if I could just make software and sell it, I would be the king of the world, but the defensibility of it is just eroding very fast.”

“There’s going to be more of a premium to style. Making content for SEO—like a 10,000-word post with all the little keywords—is no longer rewarded because that is a dime a dozen now. Having style and substance and weirdness and entertainment is going to be more valued because it's something AI still struggles to replicate with actual soul.”

“Swipefile has turned more into that where it's all AI analyzed—human picked, AI analyzed. We built a thing where we can now grab Instagram stuff, YouTube stuff, and save all those swipes, and then it gets saved and automatically analyzed. We booked more revenue with SwipeFile this year than all of our copywriting courses combined.”

“The captains like the Bryson DeChambeau, the Phil Mickelson's, the Bubba Watsons, the John Rahms, the Cam Smith's, got names you may know are the captains of those teams with the stars. And they are our business partners. They have equity in those teams. We're actually going to market. Right? We had so much inbound interest. We're actually selling a couple stakes in a couple teams this year.”

“There's a massive opportunity in building an ACH distribution layer. Right now, moving money is still slower and more expensive than it should be for most businesses. If you can create a seamless way for companies to handle those high-volume transactions without the typical banking friction, you're sitting on a gold mine that every enterprise will want.”

“The most clever sponsorship model I see is where they pay you a flat monthly fee for a set ramp-up period, like six months. Then, unless you hit certain performance goals by that seventh month, you only make the percentage of that goal you actually hit. It gives me some upside of getting paid no matter what for a while, and gives the sponsor a natural out if the relationship isn't performing.”

“For me, they send me contract, I sign and give it back. I don't even watch how much they put. I got to watch what's in my contract to fight for the title. I don't know how much I'm getting paid. So because last time before the hooker fight, they gave me contract. I said, okay, I'll sign it because I want to be a normal guy in UFC. They give me contract, I sign. It was a good money and I just signed it. I didn't say, oh, add me like 200 more because I want to more money.”

“You could use like a like a drop shipping model to test out an idea first. So, I think the best way to test an idea to see if it works and to see if you have the right unit economics, it's like yeah, drop ship it first, run some ads to it, see what the customer acquisition cost is going to look like. Um, and scale it up. You could you could basically launch a site within like like under a week. You probably depends on how cracked you are. With AI for sure. Like website, you can AI with it. You can get a bunch of like fast creatives, static using AI or or UGC.”

“A lot of the money is moving out of software into fiscal goods. So, I'm like pretty bullish on physical products right now. Unlike software, there's like software really has no moat right now. I've seen Jackie Vibecode like absolute trash. Um, Yo, chill. If and if Jackie can do it and if I can do it, uh, there's going to be like a like 10 million other degenerates that are going to code up the same [ __ ] So, I think like at least for venture and like private equity and growth equity firms to invest in software is going to be very challenging moving forward. It's an unknown space and money's going to money's going to rotate to the fiscal.”

“Yeah, it's Islam fight. I went there and like my manager, it's Islam. He said, I don't care who is Islam and who is the Habib. I don't care. Like I need to want to be in UFC. I knew they give you contract not for one fight, they give you contract for four fights. So if you go there, perform very well. And I knew I could beat him. I don't know why in my mind I was so confident. I think from my blood. I don't know, because where I was born, hard lifestyle, my parents, they came from nothing probably from that.”

“I'm actually personally bullish right now on um, like one-person agencies. Like if if if I had to make my first freaking 10k a month, I'd just be one guy with AI, armed with AI, probably like a Claude Max. And then just try to figure it out from there. Um, and I'd post every day on socials, like one shorts one short a day, and just go that that route. It's probably cuz I know that route. Like I know that method pretty well, so I feel like I'm I could run it up. Like I don't know, gun to my head type of thing.”

“IRL events are the next big creator play for high-engagement media brands.”

“Khamzat, he never watch his opponent fights. He don't care what he's gonna do. For example, me, I sit and watch, like, okay. Hooker, he does the kick from the left to righty. But this guy, he doesn't know, like, what even Strickland does or, like, his opponent. He never watched them, and he doesn't care what he's gonna do. He cares what he's gonna do to him. So he has his own game plan just on what he's gonna do.”

“In Russia, we get paid. If you're, like, an Olympic team, in your if you're Russian champion, you get paid money. If you're win once in your life Olympic medal, you getting paid all your life until you die. Like, $1,000. For the rest of your life. But can you imagine if you win three times, you're getting paid 3 or 4,000. Every month for the rest of your life.”

“Hamzat, the guy, I thought like I train a lot. So I have the same problem like Hamzat. If nobody gonna control me, what I'm doing, I'm gonna over train, over train always. And when you over train, you cannot perform. So that's why you need a good coach. When you're young, you can over train because your body can like take it. But right now when you're 30, 31, 32, you cannot do the same when you were 18. So that's why now you gotta take care of your body and train smart.”

“He has $40,000 with him. He said he wanted to punch Ashton Hall, the guy who is running. And Ashton has said, no. I said, bro, $40,000 for me is nothing. Double it, I'll take three punches. He said, no, I'm not rich like you, this, that. I said, okay, here's my friend. You want to punch him? He said, yes, let's do it. So he punched three times, he couldn't drop him and I took the money and his account or whatever came and said, bro, here's more than $40,000. Let me go upstairs, like count money and then come back. I said, okay. He came back without money.”

“My personal consulting is all now people who went full AI for their newsletters and emails, and they are already coming back to human-edited content. The AI writes stuff okay, but to completely take over an entire newsletter with AI doesn't work as well as you would think. It currently doesn't have the same vibe, and for some things, it's just better to have a human touch.”

“For me, they send me contract. I sign and give it back. I don't even watch how much they. If they called you from UFC right now and they said, take the fight against Ilya for zero, you take it, don't pay me nothing. It's okay. I'll fight for you, USA. I'll fight for you. And, for sure they're gonna be proud more than for Gage.”

“And to see Jack Hughes, who we drafted five years earlier, the devil score the winning goal in overtime, and see a country come together at a time when the world needs a little bit of love. And what a wonderful time. I was in Australia. We've had a record breaking crowd, a 115,000 people. It's arguably our most successful event. You know, the country effectively shuts down, and we celebrate golf there.”

“All the best golf for since Tiger Woods has been played in The US. 46 of the best top 47 events in the world historically have been played in The US, and then there's the the open championship in The UK. Whole rest of the world out there. And so I wanna take the best players in the world to the world and grow the game.”

“I went there in 15 or 22nd, he knocked me out. My dad said, what are you doing? Like I told you, don't go there. It's not your thing. And I was so mad. And I said, okay, give me one year. And can you send me to Thailand? So I flew to Thailand, I stayed there one year. And I came back, beat him, this guy that he knocked me out.”

“At a certain level of business, the actual product is almost secondary to the access you have. Being able to get into the right distribution channels or get on the phone with the right retail buyers is what separates the billion-dollar brands from the ones that stay stuck in Shopify land forever. Access is the ultimate unfair advantage.”

“You have to be willing to fail on ninety percent of your ads. We were pumping out fifty to a hundred different creative variations a week just to find the one or two winners that would actually scale. If you're not testing at that volume, you're basically just guessing with your marketing budget and hoping for a miracle.”

“I built a business called Gruns. We make gummy vitamins. We started it about three years ago and just recently crossed that billion-dollar valuation mark in the exit. It was a fast ride, but we found a hole in the market where people wanted the benefits of greens powders without the terrible taste and the mess of a shaker bottle.”

“Everyone was doing powders and pills, but the compliance on those is terrible. People buy them and they sit in the cupboard. Gummies change the habit because they actually taste good. We took the most nutrient-dense profile we could find and put it into a format that people actually look forward to eating every single morning.”

“We didn't reinvent the wheel with the ingredients. We just remixed the format. It's the same thing as taking a successful software product and moving it to mobile, or taking a successful supplement and making it a gummy. You take a proven value proposition and deliver it in a way that fits better into a person's daily routine.”

“So I post maybe three years ago when I was eating in and out and it went viral. I had maybe, like, 300 or 400,000 followers and it was, like, six, seven millions. And they said, okay. Maybe people like because I fought versus, Demille Ismagulov. I beat him. I got I gained, like, a 40,000, 40,000 likes for the for the winning. But when I post the in and out, I got 250,000 of likes. I said, why I beat this guy? Like and I didn't go viral, and I just post the burgers, and I went viral.”

“I don't want to spend my time on a small business anymore. If I'm going to put in the same amount of effort and stress, I want to make sure the ceiling is ten billion dollars, not ten million. You have to look at categories that are already massive but haven't been disrupted by a modern brand or a better user experience in decades.”

“I post maybe three years ago when I was eating in and out and it went viral, I had maybe like 300 or 400,000 followers and it was like six, seven millions. And I said, okay, maybe people like, because I fought versus Damil Ismagulov, I beat him. I gained like 40,000 likes for the winning. Yeah, but when I post the in and out, I got 250,000 likes. I said, why I beat this guy? Like, and I didn't go viral and I just post the burgers and I went viral.”

“I think marketers are primed to win the biggest in this space. Cuz developers are obviously clapped. Um, to give you guys some insight, we recently stumbled upon a tech walk in Vancouver. And half these guys are looking for a job. The other half is saying they like to think with their brain um, rather than use AI tokens. And I think I think Tony said something like if you're thinking, you're not using tokens, which is like NGMI, like automatically, right? Um, Yeah, I mean, there's a there's a thinking machine for us. Like why use that type of like deep thought, deep thinking?”

“The most clever sponsorship model I see is where they pay you a flat monthly fee for a set ramp-up period, like six months. Then, unless you hit certain performance goals by that seventh month, you only make the percentage of that goal you actually hit. It gives me some upside of getting paid no matter what for a while, and gives the sponsor a natural out if the relationship isn't performing.”

“The drama the sport why this sport is, like, getting big because of drama, not because of fighting. Like, Conor Habib, Diaz, you know, the trash talk, everything. Not just fighting. What's going on before the fight? The boss thing, it was like it went viral too. Because of that, that fight was the most biggest fight in the UFC. If it wasn't that conflict before that, okay, they talk shit in the press car and that fight is gone.”

“Swipefile has turned more into that where it's all AI analyzed—human picked, AI analyzed. We built a thing where we can now grab Instagram stuff, YouTube stuff, and save all those swipes, and then it gets saved and automatically analyzed. We booked more revenue with SwipeFile this year than all of our copywriting courses combined.”

“People tell me I need to make a Claude skill and sell it, but I'm hesitant because each successive model version needs less and less instruction. Right now you can build skills, but I think the better every single LLM gets, you just won't need that prompt engineering. It is too easy for someone to get the free version of what I would try to sell, so I'd rather use it as a lead magnet.”

“Bryson DeChambeau, Jon Rahm, Guacconina, they're my partners, my business partners. Like, 30% of our fans have never been to a golf event before. This year, we're on track, knock on wood. Revenue up 85%, Expenses up 3%.”