#71: Secrets

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This is a podcast episode titled, #71: Secrets. The summary for this episode is: If you liked this episode, we bet that you’ll love our blog content. blog.drift.com/#subscribe Subscribe to never miss a post & join the 20,000+ other pros committed to getting better every day. ----- We give away all of our secrets on Seeking Wisdom and at Drift -- from the sales, marketing, and product strategies we follow to the books we read and people we follow. Why? Well because even if people know the secrets, less than 1% of people actually do anything. That's what we're talking about this week on Seeking Wisdom. -- Here’s how you can support Seeking Wisdom if you’re a fan of the show: 1. Subscribe on your favorite podcast app. 2. Leave us a five-star review. Here's how: bit.ly/5-Stars-Only. 3. Follow David (twitter.com/dcancel) and Dave (twitter.com/davegerhardt) on Twitter. 4. Learn more about Drift at Drift.com.

Speaker 1: Michigan. You're right.

DC: Ladies and gentlemen.

Speaker 1: Are we on?

DC: We're on.

Speaker 1: Are we recording?

Speaker 3: We're recording.

Speaker 1: Unfortunately, it's me. Nastia is not here.

DC: What's going on? You got fired last week.

Speaker 1: She is not here this week.

DC: Last episode you got fired, DG.

Speaker 1: Last week I got fired. It's going to be really tough in here. You're going to have to do the best with what you got. Do what you have-

Speaker 3: Do what you're given.

DC: This is a let down.

Speaker 1: Once I tell you the topic, you'll be more excited.

DC: Okay. This is a let down so far.

Speaker 1: You sent me a message, like it always starts. Last week on our new favorite app, Helpful.

DC: I don't remember this message.

Speaker 1: You said we got to do a podcast episode and we're going to call it The Secret.

DC: Woo. Okay.

Speaker 1: You know what it is now?

DC: I know what it is, kind of. Remind me again.

Speaker 1: The secret-

DC: I'm rolling up my sleeves.

Speaker 1: The secret is, why we are so comfortable giving away all of our secrets. Why we tell everybody. Lessons, the books, the things that we're doing-

DC: You give away your emails.

Speaker 1: I give away all the email templates, give away every marketing secret that we have. You give people the secret to what time you wake up, the things that you read, the things that you listen to. Why is it?

DC: It doesn't matter.

Speaker 1: Most people would say," Wait, isn't that your competitive advantage? You don't want to give that away." So why do you give it all away?

DC: I'm happy to give it away.

Speaker 1: Tell me why.

DC: Happy to give it away, because the real secret, the secret that we've discovered, is we can give away all the content. And by the way, you already know all the answers. So you don't need the content. But the secret is that no one is actually going to carry out and do the work that's necessary to implement that day in, day out. They are going to do it once, twice, maybe three times, maybe 10 times, then they get bored or tired. And then they give up. That's the fundamental secret.

Speaker 1: The example that we always use is fitness, because it's just such an easy one, right?

DC: Easy one. Everyone inaudible to it.

Speaker 1: Everybody knows-

DC: I'm still not a size 32, by the way.

Speaker 1: Exactly. We know all the-

DC: Still a mess.

Speaker 1: We know all the secrets. You know what it takes. And it's the same thing. And so that's why we say," You know what? You can copy all the emails that we send, but those still aren't coming from us." And most people are going to be,"You know what? Maybe I'll take the first one. I'm not going to take all 15 of them." Or if I tell you all the books. You've read a million books. If you tell somebody, read these 10 books, they're probably not going to do it.

DC: Nope.

Speaker 1: So there's Eric Thomas. Look him up. Google him. He had a great rant.

DC: ET The Preacher.

Speaker 1: Tell us what happened.

DC: Yeah. ET The Preacher is his name. Look him up. Eric Thomas. And he preaches. And he's maybe too electric for this crowd.

Speaker 1: Way too electric.

DC: I think we need to get him to speak.

Speaker 1: He's like," We should have Eric Thomas, what about Eric Thomas speaking at Hypergrowth? I was," Man, I want people to come back next year. I don't want half the audience in tears."

DC: Why? It's too real?

Speaker 1: It's too real.

DC: Too real. I love it.

Speaker 1: He'd get up in front of a room of 40 300- pound NFL players and shatter them. So I'm not sure if the sales and marketing, I don't know how that would go.

DC: He's like my Wheaties in the morning.

Speaker 1: He broke the whole thing down, basically.

DC: About giving away, telling everyone everything that he does. But the secret is that they don't have that energy, that drive, to keep going. When things get bad, when you get bored, when you get distracted, do you have the energy to keep going? And so he ranted on that and ranted on his discipline. And that's how he gets to where he is. It's not because he's smart and not because he has a secret tactic, not because he knows someone special. He doesn't know any of those things. He doesn't have an advantage, I should say, in any of those places. But the secret is that he's willing to, as he says, grind. But it's 365.

Speaker 1: Say that again.

DC: Grind. 365.

Speaker 1: It's not some days.

DC: No.

Speaker 1: Not every other day.

DC: Not Sundays.

Speaker 1: Not when you feel like it.

DC: Not Saturdays. 365.

Speaker 1: So there's a couple of things. I wanted to go back, and we talked about Jim Rowan a lot. I want to pull out a quote from him because this is exactly what we're talking about. And you actually just said,-

DC: Everything comes back to Jim Rowan.

Speaker 1: He said," Discipline is the bridge between thought and accomplishment." And that's everything that is this one lesson, this short podcast that we're giving you today about this secret.

DC: That's absolutely it. And Eric Thomas goes on many rants about this whole thing. About that discipline, having that discipline.

Speaker 1: Well, he talks about, his wife was sick. And he's," I will not accept this answer." And he keeps going.

DC: Yes, he had this great story where he talked about his wife was diagnosed with MS. Tragic diagnosis. And he went to the doctors and they said that she's going to have to get a shot with this giant needle every day. So he said," Okay, for how long?" And they said," Every day." and he said," Okay, so we'll do it for a month, a year. After a year, how long after a year?" And they were," No, every day for the rest of her life." And what he said to them was," I do not accept that. I will not accept that. We will not accept that." And he kept going back and back and back and trying to figure out another way. Then he discovered that there was an experimental drug that was available that could take the place of the shot. So he said," I want that drug." They said," Oh, we didn't tell you about that drug because your insurance won't cover it." So he went to his insurers, and he went once, twice, three, four, five times. Each time got denied. Then he finally asked," How much does this drug cost?""$ 10,000 a month." He said," I will get this drug. And I will figure out a way to make$10, 000 more a month because I need my wife to have this drug." So he got the drug. She's on the drug. Still have to take the needles. Now they've gotten the shots down to two or three times per week. And his goal is to get her fully off the needles. Because, in his mind, he will not accept the answer. He will put determination 365 days a year, grind through and figure out a way to do it. He has no secret. He has no formula. He has no discovery there, but he's willing to put in that grind to make it happen.

Speaker 1: No secret thing. It's why. One of my favorite versions of Seeking Wisdom that we do is when we dig in on successful people. Whether it's Patagonia, whether it's Nike.

DC: It's always the same story.

Speaker 1: It's always the same story. Always the same story. Everybody wants it to be the Instagram story. Oh, they had this photo sharing app. It was around for a year. And then, boom, they sold it. But the reality is you dig in behind any of these people, there's always that story. That's always the truth.

DC: I was listening to my homie, Jeff Bezos, the other day, who I love. A hero.

Speaker 1: He's a jerk, though. He's too controversial.

DC: No, I love him. He's amazing. Anyway, just listening to something. It was an interview that someone was doing with him in Washington, and they were asking about a couple of different things, the echo, so voice stuff. They were asking him about a bunch of technology stuff that they've been deploying. And he said," You know what? The story is always the same. Like every new innovation that we release is a 10- year story. We started working on all of the things that you're bringing up 10 years ago. And so every overnight success story", he said, and we hear this over and over in all the books that we read and all the stories that we hear," every overnight success story is a 10 year story." Whether it's the 10 years of Bill Gates sleeping on his couch before any of us knew his name, the 10 years that Zuckerberg put in before anyone heard his name. It's always the 10 dark years that people go through that no- one ever talks about. Even when it's Bezos, even when he's creating new products. And he says he doesn't think about this quarter's results or this year's results, because this year's results were baked five years ago.

Speaker 1: Crazy. And we talk about this all the time. It's the snowball effect. And you rewind back the shoe dog example. Everybody thinks Nike IPO was in the eighties or something like that. They think that's when the business started. You got to go all the way back to the sixties. This guy was 60 years old by the time it happened.

DC: It's always the same. So there's no secret. That's the key. And this week I replaced my, I've been drinking the Polar Seltzers, but I've been buying cases of this, unsponsored. I have to ask Amy again, because I don't know how to say this word here. I just know how to buy it.

Speaker 1: What is it? LaCroix?

Speaker 4: LaCroix.

DC: LaCroix Seltzer. I love you. Keep shipping some seltzer over here.

Speaker 1: You see, you got the seltzer in today.

DC: Guy, this is good.

Speaker 1: This is good.

DC: Product placement. But you know what I didn't get in? We need five star reviews.

Speaker 1: We do.

DC: Five star reviews have been flowing.

Speaker 1: Flowing. Oh, I got one. I got one. I got some fan love for today. This is from the founder of High Five. One, two-

DC: Pre product placement there.

Speaker 1: ...three, four, five. Five stars.

DC: Dude, you owe me some cash.

Speaker 1: All the way from Cape Town, South Africa. This is a short and sweet one, but I love it." I love Seeking Wisdom so much that I make the team listen with me on the way to client meetings."

DC: You know what I call that guy?

Speaker 1: What do you call that?

DC: Leader.

Speaker 1: A G. That's a leader.

DC: That's a leader.

Speaker 1: Gary, I hope you're listening to this. I hope your team is listening to this. Shout us out when you hear this review. We love getting these five star reviews.

DC: I hope if I go to High Five, that Drift is on High Five.

Speaker 1: I'm sure you will.

DC: But I'm going to go check that.

Speaker 1: Let me just go check right now. This is unrelated to the secret. That's the one lesson. But something you've mentioned behind the scenes a lot that you haven't mentioned, I want you to let the people know. Two mega trends. I want you to talk about that.

DC: I want to tell the people.

Speaker 1: Tell them the secret.

DC: That's a secret, though, dude. All right. Mega trends. All right, listen up, people. There are two mega trends happening right now.

Speaker 1: Oh, hold on. Shout out, Gary. Gary, great five star review, but we're going to have to have a conversation about the messaging app on your website. So, shout out, Gary.

DC: Anyway, two mega trends happening right now. This is what I talk about internally at Drift, the business secrets. One, messaging. That's why we're in messaging @ drift. com. Two, video.

Speaker 1: Go into both. This first time somebody's listening to us, why are you so bullish on messaging?

DC: First, I'm bullish on mega trends. One thing that you need to figure out how to do is to spot mega trends that are happening. And to be able to figure out how you pivot or adjust your business to take advantage of those trends.

Speaker 1: How have you figured that out in the past, though? It's not like you just Google mega trends, and, boom. What is your process?

DC: You see it every day. You see it in the apps that you use. If you want a very prescriptive way to do it go look at Google Trends, go look at what people are searching for. Go look at Twitter in the trending tags. Look at what people are searching for. That's one way, if you need a step- by- step formula. But the real way to do it is look at how much time is being occupied by these things in our lives, whatever those things are in our lives, new things in our lives, and try to figure out if those are bigger trends that are happening. So these two mega trends that I mentioned, messaging and video. And we think they're going to redefine everything out there.

Speaker 1: Talk about video for a second. Why video? Been around forever. What has you so fired up about video this time around?

DC: That's a common thing with most mega trends.

Speaker 1: They're not brand new.

DC: They're not brand new. They've been around. Video has been around online for a long time now. But what we're noticing is that, one, we've talked about it in the past, from a marketing standpoint, marketing is about arbitrage opportunities, which fundamentally people do not understand. What that means is, what worked yesterday will work less and less each day after that. And so if you go back 10 years ago, one trend that people rode on was that trend around creating content, and in the form of blog posts. So content marketing happened. The inbound marketing trend happened. All of that stuff happened 10 years ago. Why was it an arbitrage opportunity? Because, no one knew how to write a freaking blog post. And because of that, there was scarcity in the system and it was hard to do. And therefore people who could do it were disproportionately rewarded. But now anyone can buy a blog post for five bucks on Fiverr. So that doesn't stand out anymore. Next trend is something that we're doing right here, podcasting. Why podcasting? Because, one, it's hard to do. Most people don't know how to do it. You can't buy a podcast for five bucks on Fiverr. Hard to outsource. And so that becomes hard. The next one, which is the hardest yet for any company, is video.

Speaker 1: So hard.

DC: So hard.

Speaker 1: Podcast is hard because you can't fake it. You can fake a blog post a little bit. You can't fake this. Video is even harder.

DC: Way harder. And it's a different form of intimacy. There's an intimacy that we get from reading an author's work. There's another form of intimacy that comes from something like this, podcasting, which is deeper, in some ways. And then there's video, which is yet another form of intimacy. Right now the big arbitrage opportunity is around video. That's why we're investing so much in video. Danielle and Amy are in the house.

Speaker 1: Yo, what's up?

DC: And we're investing so hard in there because we think that is the next big place. And that is where the disproportionate amount of attention is being focused right now. If we look at all of us, whether it's through IG or Snapchat Stories or Facebook or YouTube or whatever, we're consuming more and more and more over video, or Helpful, our boys at Helpful. So much of our communication is happening through video. The other part of that, and they're almost linked, is around messaging. And messaging is what we do at Drift. And those two things are the big hyper trends that people should be aware of and should try to ride.

Speaker 1: I love it. I wanted you to say that because not too often do we get sage advice from a guy like yourself, an old dude. An O- G. An old guy.

DC: Old guy. But it's something that we talk about. And this is a perfect place to talk about it right now, because perfect episode, because we're talking about secrets. This is something we talk about internally all the time, but it's not a secret. Everyone can know.

Speaker 1: And the reason I want you to say it with this is because of this secret thing. We just told you-

DC: What we're focused on.

Speaker 1: You've done, I make up the number every time, eight, nine, 10 companies, whatever the number is.

DC: 52.

Speaker 1: 52 companies. And you're telling people, here are the trends. Here are the big trends. This is where you would write checks. This is where you would invest.

DC: Absolutely.

Speaker 1: This is what you're thinking about in Drift. But, two things.

DC: No-one's going to do it.

Speaker 1: Number one, people are afraid of messaging from a marketing perspective because it's different than Forms. How am I going to track it? How am I going to measure it? So you have to be comfortable with stepping outside and saying," I want to do something new."

DC: And then you know what happens when you take risk?

Speaker 1: What?

DC: Reward.

Speaker 1: Totally. If you go back, one of my favorite charts about marketing that Brian Balfour shows all the time, is all the marketing channels. First, people to get on Facebook, we're able to build our audience on Facebook. Then what happened? Two years later, everyone's on Facebook. Can your stuff stand out? No. Everyone's doing email. Everyone's doing everything. So if you can figure out one of these channels before everybody else, that's why we talk so much about having a company and a culture that's open to innovation and testing and trying new things. Because that's the only way you're going to find out one of these new channels.

DC: And if you want to stand out as a marketer or as a salesperson, you got to get into messaging. Get Drift immediately. And you got to get heavily into video. Those are the two places to invest in. And I'm happy to tell everyone that, because I know almost no one's going to do it.

Speaker 1: Yeah. So let's see. We want to see who does it. Prove the secret wrong. Maybe take the secret.

DC: Prove me wrong.

Speaker 1: Prove him wrong.

DC: Let's go.

Speaker 1: It's fun to prove DC wrong. That's what you got to do.

DC: Tell us about it in a five star review.

Speaker 1: Oh, that'd be nice.

DC: All right. And we still need that person who mentioned Amy. You haven't gotten to us because I need to send you a gift. Next person mentions Amy and Danielle, super gift.

Speaker 1: Whoa. Don't forget. Hypergrowth, Monday, September 25th. Tickets, use the promo code, seekingwisdom.

DC: One word?

Speaker 1: Seekingwisdom, one word. Uppercase, lowercase, whatever, however you spell it. No, we have to spell it the right way. Go and use that promo code. It's unbelievable, the amount of people that have already gone and used it. It doesn't run out. We are going to leave this on forever. It's a$ 400 discount. It's crazy.$ 99 tickets to this event should be-

DC: Illegal.

Speaker 1: Illegal. We are giving them away, if you see what we're putting on.

DC: DG is spending my cash, man.

Speaker 1: I'm spending our cash. We've already had the discussion. Let me tell you off the record conversation we had, DC and I. This event is not a revenue generating opportunity, okay? So that means it is going to be, he's cringing right now, it is going to be an amazing opportunity for you to come hang out.

DC: DG, that doesn't mean a money losing opportunity.

Speaker 1: We're not going to lose money. We're not going to lose. But the result, the ROI on the event, is going to be insane.

DC: How are you going to measure it?

Speaker 1: Everyone's going to have UTM.

DC: Tags on them?

Speaker 1: Tags, as they walk in.

DC: We're putting QR codes on you.

Speaker 1: We're putting QR codes everywhere.

DC: We will scan you and then we will measure our ROI.

Speaker 1: But seriously, a thousand people. We got everyone from mindfulness experts, to five time Olympians, to fitness instructors, to CEOs-


Speaker 1: To CMOs, to whatever you want. This is the goal. DC said," Look, we're going to do an event, but it's got to be about business and professional growth and personal growth." And that's exactly what this is. This isn't the event, if you want to come and learn how to get better at Facebook ad targeting, this is not the event for you.

DC: Wrong event.

Speaker 1: If you want to learn how to come in and maybe 10X the next thing that you're doing in your life or your job, this is where you need to be.

DC: Let's go. I'll see you there. Get ready. I'm getting ready. I'm getting my speech ready.

Speaker 1: I've seen it. This is from a guy who doesn't prepare and doesn't take notes. DC, I've seen it. He already has the beginnings of his deck for September already whiteboarded out, which means this is going to be huge. I'm telling you.

DC: All right. Five star reviews. Thanks for joining. Seekingwisdom, promo code. Get those tickets now. We've got to sell some tickets. Let's go.

Speaker 1: We've got to sell some tickets. I like my job. Go. Peace.


If you liked this episode, we bet that you’ll love our blog content. blog.drift.com/#subscribe Subscribe to never miss a post & join the 20,000+ other pros committed to getting better every day. ----- We give away all of our secrets on Seeking Wisdom and at Drift -- from the sales, marketing, and product strategies we follow to the books we read and people we follow. Why? Well because even if people know the secrets, less than 1% of people actually do anything. That's what we're talking about this week on Seeking Wisdom. -- Here’s how you can support Seeking Wisdom if you’re a fan of the show: 1. Subscribe on your favorite podcast app. 2. Leave us a five-star review. Here's how: bit.ly/5-Stars-Only. 3. Follow David (twitter.com/dcancel) and Dave (twitter.com/davegerhardt) on Twitter. 4. Learn more about Drift at Drift.com.