Transcript
WEBVTT
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accelerating value by proof. Analytics
is the podcast for marketing,
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communications, sales and operations
leaders who want to see their business
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value clearly and succeed. Learn how
leaders are closing the gap between
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creative work and business impact
through raw conversations. Don't
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believe me. Check out the show for
yourself. From the CFO perspective,
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it's value is what type of revenue
generation earnings, cash flow that is
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only adding to the growth of the of the
enterprise. You know. Another dimension
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would be how our margins performing are
we? You know, we're getting the right
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value by seeing margin expansion by
creating products, services that are
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generating, You know, that incremental
value to the organization. And I think
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from my lens, you know that it's
monetary in many dimensions, right?
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It's not, you know, thinking about okay,
what say from an employee perspective,
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other perspectives. But as a leader, as
the finance leader, as you're looking
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to grow the revenue, earnings and cash
flow of an organization, it will only
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create more opportunities for your
employees, for your suppliers, for your
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customers, based on the services that
you're creating. So to me, that's how I
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view to be value for more. Subscribe to
the show wherever you listen to podcast.
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Yeah.
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Welcome into another episode of B2B
growth. My name is Benji Block, and I
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want to let you know over the next few
episodes we're doing something that I'm
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really excited about. Did you know that
be to be. Growth has over 2000 episodes.
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In our archive. We have so much content,
so much gold. And for some of you,
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you've just recently found the show or
for those that have been around for a
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while. It's like, man, I didn't realize
I've been listening for that long,
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right? Like there's just so much that
we can learn from. And so I thought,
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Why don't we go back to some older
episodes, Especially as we're about to
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head into 2022? Could we pull some
things that would be really helpful for
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our audience? And so today I'm excited
to bring you a classic episode. We sat
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down with Kevin Cruz And he gave us
three secrets. Successful people know
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about time management. I know time
management is something I'm personally
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reviewing thinking about as we head
into the new year, and I thought man
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for some of us. I'm sure this would
just be a timely conversation to
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revisit. So without further ado, let's
jump into this conversation that we had
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with Kevin Cruz.
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Welcome back to the B to B Growth Show.
We are here today with Kevin Kruse.
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He's a New York Times best selling
author, and his last book is titled 15
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Secrets. Successful people know about
time management. Kevin, how you doing
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today, man? Doing great, James and
hello, Jonathan. Thanks for having me
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on the show, Kevin. Thanks. Thanks for
being here and really excited to chat
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with you, Kevin. I've actually been
listening to your podcast and, uh, just
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getting a ton of helpful tips out of it.
So I wanted to reach out to you And
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have you share some of these secrets
from your last book with our audience.
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So but, Kevin, before we dive into that,
I want to set some context. And you
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actually been in the B2B game, the bulk
of your career? It sounds like and so
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could you tell our audience a little
bit about your background and what led
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you to doing what you're doing? A lot
of now. Yeah, that's that's a great
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question. And others who are less
polite basically say, like, Why the Why
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the heck do we need another book on
time management? And why did you spend
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your time writing it? And you're right.
You know, I spent over 20 years as an
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entrepreneur starting and selling, Uh,
some companies had several exits, and
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this book came from my own experience.
I mean, when I was young and dumb in my
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twenties, you know, I really just
believed it was all about the hustle.
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And, you know, you want to have a
little bit of hustlers, nothing wrong
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with hard work. But my first company,
it was a small exit when I was 30 years
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old. You know, I built a company up to
just over a million dollars in revenue,
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took me five years to do it. And I sold
it for about $2 million. But I was
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working literally 80 hours a week.
Sometimes more. I mean, seven days a
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week. I'd pull all nighters, and, you
know, I was just got to that point
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where, yes, there was some amount of
business success, but it was at a
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tremendous cost to my health, my
relationships and looking back, I mean,
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how good of a boss could I have been?
How good could I have been with clients
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when you know, I was getting four hours
of sleep at night, and I slowly learned
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from some mentors that it's okay to
work hard, but it's more powerful to
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work smart. And it got to the point
where, with my last business, it was
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the exact same industry and everything.
Same customers, same product base In
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five years. Instead of growing a
million dollar business, I grew a $12
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million 40 hours a week. So from 100
hours a week to about 30 hours a week,
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but revenue grew from a million to 12
million a year, and it's all by just
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changing the way I worked. And so when
I sold that last company, I just
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decided, all right. You know, let me
spend some time writing and speaking
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and talking to entrepreneurs and, um,
time and productivity was one of the
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things that I, you know, thought I
could help give back on. That's
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incredible. And so so this last book
that you wrote these 15 secrets,
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they're not just coming out of your
brain. You've tapped the shoulders of
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some some pretty high profile people to
get their secrets. Can you tell our
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audience a little bit about who you
sought after to to really help you and
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inform the content for this book? Yeah.
No, it's It's great. You know, I, um
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there's the subtitle. The book is the
craziest longest one ever. It's called
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The Productivity Habits of Seven
Billionaires. 13 Olympic athletes, 29
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Straight A students and 239
entrepreneurs. And so you know, there's
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the billionaires include, you know,
Mark Cuban and Mohammadou Jews, the
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youngest billionaire in Africa. You
know, we've got all kinds of solo
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preneurs, so it's not just the big ones.
We've also got solo preneurs. I got
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working moms. I mean everything in
between. But it's the largest
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qualitative research base. And then I
interviewed four. I did a survey study
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of over 4000 corporate professionals to
kind of inform this book. It's the
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first time anyone's really done a true
research project on time and
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productivity. In this crazy age we're
living in, that's good. That's good,
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Kevin. So I want to dive into this
episode. We're going to talk about
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three specific things. Three of the
secrets, if you will, that successful
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people know about time management. I
think it's gonna be really helpful for
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our audience. B two b founders B two b
sales executives Who there never seems
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to be enough time in the day. And so as
we dive into this first one, I think it
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was one that Richard Branson actually
told you. Can you share that that first
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one with us? Well, yeah. So you know,
11 of the more controversial
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recommendations that came out of the
research is basically that ultra
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productive people Don't use to do lists.
And I started, you know, hearing that
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people were not mentioning the to do
list on these interviews. And as I did
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more research, I found one study that
shows that 41% of everything we put on
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the to do list is never done and to do
lists because of something called the
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Zeiger Nick effect Can lead to more
stress when we know we have things to
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do and no plan to do them. It eats away
at our subconscious, which is why we
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can, you know, work a 14 hour day, go
home, exhausted, and then we can't fall
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asleep all of a sudden. Now, what ultra
productive people are doing in this
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research base is their living from
their calendar. Like just that simple
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task of taking all your two DUIs and
picking a day, A time and a duration
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dramatically increases the likelihood
you're going to do them and reduces
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that stress response because your brain
knows Hey, there's already a plan for
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that. I'm gonna take care of that
Thursday at 3. 30. So you're not gonna
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be losing sleep over it now? You
mentioned Richard Branson. Now he
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actually picked a fight with me over
this in his blog recently. You know, he
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picked up on this recommendation and
he's saying that he likes using his to
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do list, and he's obviously a
billionaire. That does. And I've
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challenged him, uh, to a $25,000 debate.
I told him I'll give the money to to
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Virgin Unite. He clearly doesn't need
the money to his charity, and I said,
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Listen, give me 30 minutes, and I'm
sure that I'm gonna get you to give up
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your to do list and start living from
your calendar. And his people just got
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back to me yesterday saying he's
reviewing my request up on the chest on
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his to do list. Exactly. Get back to be
faster if you just live right? Right,
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That's also that's incredible. So So I
have started recently doing this Kevin
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moving things from a to do list system.
I was using trail Oh, you know, I got
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some value out of the to do list, but,
like you said, like eventually, I think
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it worked for me for a few weeks, maybe
even a month, but I eventually just
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stopped going to that board entre ello
because I it was stressing me out the
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number of things that I had to do on
that list. But the other thing that
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I've noticed from moving to a calendar
is I can set now recurring things that
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I know need to be done weekly. And so I
just say, Okay, Tuesdays at 2:30 p.m.
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Are going to be the days that I do X y
and Z. So if I want to block out time
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to engage on social media instead of
just knowing like, Oh, I need to get
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around to doing that, I need to do that.
I now know to 30 on Tuesdays,
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Wednesdays and Thursdays, or when I do
that. And so it's been super helpful,
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not just for one off tasks but also
recurring tasks for me. Well, yeah, and
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that's brilliant. I mean, when you work
from your calendar, you can align to
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your values and your energy. So you
know, you start to schedule your brain
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work in the morning, your recurring
appointments, whether that's, you know,
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for your body going to the gym or date
night with your spouse. You know, those
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are just time blocks that happen over
and over again, and it just changes the
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way we spend our time. Yeah, a lot of
the ways that I get appointments on my
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calendar. I use a tool called Calendar
early. I'm not sure if you are familiar
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with it, but it's cool because, you
know, as we're scheduling these podcast
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interviews and we're you know, we're
getting sales calls on the calendar, I
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just send my calendar to everyone, and
I know that. Okay? You know, I keep
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using the engage on social media
example, but I know that nothing is
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going to override that to 30 slot on a
Tuesday, Wednesday or Thursday because
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I've blocked it in my calendar. And so
there's not gonna be a, you know, a
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call that pops up for a meeting. That
happens because, like you said, like,
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you align your calendar with what your
values are and you make sure that those
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are a priority and they actually happen
because not like if you're using kindly
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as a as a means to get new appointments
on your calendar, you get to control
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when those happen. And so when I heard
your episode talking about it, I was
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like, Man, that is really, really good.
Hey, everybody, Logan was sweet fish
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here. If you're a regular listener of
GDP growth, you know that I'm one of
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the co hosts of the show, but you may
not know that I also head up the sales
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team here at Sweet Fish. So for those
of you in sales or sales ops, I wanted
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to take a second to share something
that's made us insanely more efficient.
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Lately, our team has been using lead I
Q for the past few months and what used
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to take us four hours gathering contact
data now Takes us only one Where 75%
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more efficient we're able to move
faster with outbound prospecting, and
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organizing our campaigns is so much
easier than before. I'd highly suggest
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you guys check out lead I Q as well.
You can check them out at lead. I q dot
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00:11:54.620 --> 00:12:04.770
com That's L e a D i q dot com. Alright,
let's get back to the show. So, Kevin,
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this this next one that we're going to
talk about is one that I think Mark
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Cuban told you. Can you impact that
productivity tip for us? Yeah, it's, uh,
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you know, it was pretty funny, you know,
I reached out, as I said to hundreds of
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entrepreneurs, and primarily I tried to
reach him first, you know, through
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email and the majority didn't respond
at all. I mean, it was it was like no
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response and others. It took a lot of
time. Mark Cuban responded 61 minutes
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after I reached out to I mean, that's
how dialed in. He is a master of time.
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He is now, you know, before I reveal
his his answer. This was a common theme
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among the billionaires. They all sort
of gave similar advice. So typical Mark
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Cuban fashion. I mean, very snarky.
Kind of funny. His advice. I said, Give
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me your number one piece of advice for
productivity time management. And he
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said, Never do meetings unless someone
is writing you a check. So now you've
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got to assume, like, you know, Look, if
you report to the guy, he's going to
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meet with you and you sure he's doing
meetings for Shark Tank or whatever,
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But the sentiment came through over and
over again. Dustin Moskovitz, the co
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founder of Facebook, another one of the
billionaires. His company now is called
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Asana, and he said they have no meeting
Wednesdays. So four other days of the
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week. If you gotta drown in meetings,
that's fine. But let there be at least
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one day a week where it's the day to
make stuff to work on. Stuff. To focus.
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Rory Vaden. You know he's got 100
person coaching company now does a lot
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on productivity. They flipped that
Monday is meeting day. You can only
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hold meetings on Monday, the other four
days a week. They've banned meetings.
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And so listen, you know, if you're
running your own company or you're the
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boss, you can kind of, you know, say
okay, no meetings in in the morning
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until after we make our cold calls or
no meetings on Monday or whatever it is.
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But even as an individual, you know, we
should try to stay out of meetings as
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much as possible. They are not very
efficient when it comes to sharing
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information or making decisions. So
rather than just saying yes, we should
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try to stay out of them or at least
condense them, do stand up, huddles, do
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walking meetings, anything to make them
more productive and less timely. Yeah,
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that's that's really good advice. I
like that a lot. And Kevin, we were
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talking a little bit off line before we
started recording, and you were
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mentioning the most interesting or the
most surprising thing that you actually
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learned while researching and writing
this book about morning productivity.
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Yeah, you know, again, like I asked
everyone just one open ended question.
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I didn't want to drive it. And so it's
like, Give me your best productivity
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advice and I expected priorities or
procrastination All this stuff. A lot
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of these people came back and said, How
I spend my first hour in the morning
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sets the tone for the rest of the day,
and mentally it's like ultra productive
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people. Every day is game day, and so
they ain't messing around. They ain't
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playing right, so they're waking up now.
They each have a slightly different
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routine, but they're all doing
something for their body and for their
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mind. And, you know, from the people I
interviewed and some of the research
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from, you know Gary Vaynerchuk to
Arnold Schwarzenegger, Tony Robbins,
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John Lee do is I mean, they're all
given this advice about Listen, you
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know, you wake up, you gotta drink
water because you're dehydrated.
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Already, ultra productive people aren't
skipping breakfast. Food is fuel. We
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need glucose in our brain to perform at
our best, So eat a healthy breakfast
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and you don't have to go to Crossfit
every morning. But like move for 20
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minutes. And whether that's yoga or
treadmill or whatever your thing is,
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get that blood flowing and similarly, I
heard over and over again about
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mentally preparing for game day and for
some that was praying for a lot of
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people. It's meditation. Others are
reading their goals or looking at their
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vision boards. But it's the idea that
you know, if you want to do more, you
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need to become more and so protect that
first hour. If you've got to get up at
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five, get up at five. But invest in
your body. Invest in your mind so you
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can go in and then kill it on the
phones, kill it with your customers and
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have that energy and focus throughout
the day. That's really good, given.
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I've always struggled with having a
consistent morning routine. Obviously,
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I'm not a billionaire, Uh, but as I I,
because I've heard you talk about that
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idea on your podcast as well, and it's
got me thinking one of the things you
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mentioned, what Mark Cuban does in the
morning. Does he sit on his elliptical
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and just watch the news in the morning?
Is that Is that what he does? You know,
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that was It wasn't Cuban, I think.
Kevin O'Leary was was one of the ones
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that did that. And, um, several people
were doing exercise bikes or or
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ellipticals while watching the morning
news. Yeah, and I think that's one of
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the things. Like as I heard you talk
about that, I thought, Well, it doesn't
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have to be overly complex. And I think
in my head I've been making a morning
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routine like it needed to be this, you
know, long drawn out, 14 step process.
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And whenever you were talking about how
guys just get on their electricals and
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watch the news, that seems pretty easy,
like, Oh, I could do that. But it's
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just that it's a matter of being
consistent in it, getting your body
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going, getting, you know, obviously,
like drinking water, eating breakfast
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and just doing something that gets you
in the right frame of mind to to tackle
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your day. So often times I know I
struggle with this. I set my alarm
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based on when I know my first call is
going to be, or when I know my first
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meeting is going to be, and you just
you end up getting frazzled. I gotta,
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you know, get my teeth brushing doesn't
get 10 minutes and Then I get this call,
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and then you start your day in this
kind of rushed state of mind. You're
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not attacking the day you're letting
the day attack you in a sense. And so
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when I heard you talk about that in
your podcast about man, that's really
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good. So thanks for sharing that with
us, Kevin. Can I Can I actually ask you
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what your mourning process looks like?
Yeah. You know, similar to James. I
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mean, I'm not naturally a morning
person, you know, So I can't say I'm as
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disciplined as some of these others.
You know, most days, and I will admit
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the busier I am, the more likely I'm
gonna be good at this because I know it
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helps in that same day. So I mean, most
mornings I am waking up. I'm doing a
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protein shake with a handful of
blueberries and spinach in it. I'm down
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in that and then I'll hop on that
treadmill. I'll do some stretching and
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treadmill, and I'm usually listening to
podcasts in the morning. And, you know,
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that's pretty guaranteed. Now, if I'm
really at my best, I will sit down and
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do, like, five minutes of meditation.
Even if I'm not doing meditation, I'm a
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big believer in having you know an
attitude of gratitude. So I do like to
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kind of think of 23 things that I'm
just grateful for for the day, and
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that's about it. I mean, I'm not as
disciplined with the reading and the
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journaling and all those things, but I
I definitely do the shake hop on that
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treadmill and then just try to quiet
the mind for a few minutes. That's good,
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Kevin. You've shared some some awesome
stuff with this. I know our time is
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coming down to an end, but if folks
want to stay connected with you, what's
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00:19:07.620 --> 00:19:11.220
the best way for them to go about doing
that? Yeah, The easiest thing is, if
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00:19:11.220 --> 00:19:15.730
they want to hop over the website
master your minutes dot com, they can
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00:19:15.730 --> 00:19:19.960
sign up for a free download of the
Millionaire Day Planner and another
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00:19:19.960 --> 00:19:24.610
cheat sheet called 15 Surprising Things.
Productive people do differently, and
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00:19:24.610 --> 00:19:28.270
that's the email list, and I'm on all
the social media channels. Kevin Cruz
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00:19:28.270 --> 00:19:32.820
The last name is K R U s e. Happy to
answer any questions if anyone reaches
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out love it. Awesome. Kevin, Thank you
so much for your time today, man. I
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really appreciate it. Thanks, guys.
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What a great conversation. Several
things that I learned here, but one
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that I'm definitely taking away that I
found super timely, Which was, to put
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it on the calendar. Picked the day.
Pick the time, pick the duration, Get
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away from the to do list. That's my
main goal for 2022. Great insights to
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00:19:57.480 --> 00:20:01.380
consider as we head into the new year.
Hey, if there's something you learned
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00:20:01.380 --> 00:20:05.430
here something that you're trying, I
would love to hear about it. You can
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00:20:05.430 --> 00:20:09.520
reach out on LinkedIn. Just search
Benji Block. And thanks for tuning into
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00:20:09.520 --> 00:20:14.180
this episode of B two B growth. If you
aren't yet subscribed, do so on
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00:20:14.180 --> 00:20:17.900
whatever platform you're listening to
this on. And that's a great way to just
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00:20:17.900 --> 00:20:21.310
make sure you never miss anything.
Let's finish the year strong, Continue
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00:20:21.310 --> 00:20:24.170
to do the work that matters, and we'll
talk again soon.
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00:20:25.940 --> 00:20:31.150
Gary V says it all the time, and we
agree Every company should think of
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00:20:31.150 --> 00:20:37.040
themselves as a media company 1st. Then
whatever it is they actually do, if you
282
00:20:37.040 --> 00:20:40.830
know This is true, but your team is
already maxed out and you can't produce
283
00:20:40.840 --> 00:20:44.980
any more content in house. We can help.
We produce podcasts for some of the
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00:20:44.980 --> 00:20:49.390
most innovative BB brands in the world.
We also help them turn the content from
285
00:20:49.390 --> 00:20:54.060
the podcast and the blog posts, micro
videos and slide decks that work really
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00:20:54.060 --> 00:20:57.680
well on Linked in. If you want to learn
more, go to sweet Fish media dot com
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00:20:57.680 --> 00:21:01.660
slash launch or email Logan at sweet
fish media dot com.