ASTON INCORPORATED
The Entrepreneurs Pursuit of Personal Expansion, Tactical Success, Limitless Mindset, Manifesting the Impossible and making Legacy Impact on Humanity.
ASTON INCORPORATED
Episode 11- Dollars Follow Value
Ever wondered why some businesses flourish while others flounder? The secret is simple yet profound: dollars follow value. In our latest Universal Principles series, we unravel this truth and how a value-centric approach can spell success for entrepreneurs. I'll take you through a transformative moment from my past that turned my focus from chasing money to creating value, and discuss Russell Brunson's ingenious value bundle strategy, which has revolutionized product marketing by amplifying appeal and worth.
Venture further into our exploration as we dissect the power of a unique value proposition in today's experience economy. You'll hear firsthand about my Airbnb operation's evolution, where personal touches and Brizani Concierge service redefine what it means to be hospitable. Plus, we'll dive into the creative uses of the Brasani platform to offer guests high-definition content and personalized experiences that resonate long after their stay. By the end of this episode, you'll be brimming with insights on crafting a value-driven business that not only attracts dollars but also nurtures lasting customer relationships.
Welcome back to the show, guys. It's Aston Incorporated. I'm your host, wayne Aston. This is my co-host, dalin Aston.
Speaker 1:All right, so we are introducing for this episode, part of a series. There are several what I call universal principles. So we want to introduce to you, the listeners, our universal principles series. We inadvertently covered one of these Already, I think in episode maybe five Expansion is an obligation. So just to kind of frame this up, guys, that a universal principle could be compared to gravity Okay, it's, it's something you don't negotiate with, it's a, it's a fixed Universal principle that's going to happen no matter what. And so there are certain, there are certain universal principles that we like to cover here that are just non negotiable. So Today, today's official kind of introducing our universal principle series, we've covered expansions obligation. Today we're going to be covering dollars. Follow value. That's principle number two. We're going to be discussing the value proposition. How do we create a value proposition? Yeah, so Very excited about this, guys.
Speaker 1:The, the universal principles concept is something that Didn't really start to get clear for me Maybe until you know, when we were talking about the why episode and you took me through the seven layers of why, yeah, and I was like getting really clear about. You know, in in that time frame of like 2005, 6, 7, when I was starting to kind of wake up to the fact that, you know, being driven by money was not the way to be Doing business, but, you know, kind of shifting over, that's when some of these principles really started to kind of, you know, crystallize for me. And this dollars follow value and I think is one of my most, is one of my as closest to my heart, because we talked about the spectrum of people the money focus people, the, the relationships focus people and the folks on the relationship side of the spectrum Really get this to a core level. Okay, yeah, and and so. So, when, when someone understands this principle, what we're saying, guys, is we're saying that I Don't really need to wake up and, and, you know, think about my business plan, with money being my goal. I Honestly, authentically you guys listen to me, hear what I'm saying I'm authentically saying I can get up and be focused 100% on the value proposition that I'm going to deliver, knowing full well that if I execute on my value proposition well and to the degree I execute, my value proposition Is a direct correlation of how much money Naturally will become as a byproduct of that.
Speaker 1:So money is energy, guys. You know there's a whole idea of paper Currency and and money being just paper. Yeah, I, I mean it is that, but but I believe that money is actually energy. You you may have heard of of I think it was Benjamin Franklin. He had an interesting quote where he says money begets money begets. Money begets more money.
Speaker 1:Huh, okay, it's an interesting concept that goes with this dollars follow value, which is why I believe money is energy and it is attracted to energy.
Speaker 1:Yeah okay, yeah, money is naturally attracted energetically to the value proposition. Okay, so getting really down into the weeds on your value proposition. So for all of you guys contemplating starting your businesses, this is really where you want to put your your early years Focus is what's my value proposition?
Speaker 1:Russell Brunson, you know, has a very interesting Way to break things down when he's talking about click funnels. He talks about a value proposition and he talks about building a sales funnel and, and what I love about some of his examples is, you know, he had one example that sticks out in my mind where you know he was doing a project I think was one of his daughters and she he challenged her to come up with a product to create a funnel for. She wanted to sell the movie the greatest showman. Yeah, and I love that movie, guys, I mean that's a very inspiring one of my, one of my top five movies ever made the greatest showman. Well, russell talked about this. This process he went through with his daughter of Okay, the greatest showman is available on CD or DVD, right.
Speaker 1:DVD yeah so how do we sell that? And like, make more money by selling it, he came up with what's called a value bundle. You know what? What did what did his value bundle consisted of? Well, it had the DVD itself, which was full price, same price that you would pay for the DVD if you ordered it online, whatever that was. But then he went. He found Some old transcripts that were pre copyright of the old PT Barnum yeah, the main character. You know the circus creator, pt Barnum's writings and he was able to procure these writings and create an e-book and he bundled that for for I think he included that for free. What else did he put in this value bundle that that improved his, his value proposition overall to where they were able to sell it for more? Well, it was several.
Speaker 2:Yeah, so they sold it for more. Yeah, and that's the first thing.
Speaker 1:There was a handful of things that went into the bundle. Like you buy the DVD, did you get all these other things with it?
Speaker 2:I'm pretty sure it was like business tips from PT Barnum and then his actual autobiography and yeah, I mean there was a compilat compilation of Books and documents that were okay like they were pre or did the copyright had expired. Because there's a, there's a time, there's a point in time, there's a specific year I can't remember what year it is but where copyrights kind of expired from that year in a certain amount of time. So it becomes public domain. So he grabs these public domain PT Barnum books. Yeah, yeah bundles them.
Speaker 1:That's right with.
Speaker 2:With the movie and he sells it for more. It's, it's brilliant. It took genius.
Speaker 1:Yeah, brilliant example of a Really highly focused, highly organized value proposition, and we talk about the value proposition in hospitality. You know this. This whole Concept is going to bleed into a heavy conversation of experience economy. We're going to get into the details here on it. On Experience economy, these are these are both concepts that touch almost every episode that we do. But when we're talking about real estate or when we're talking about the air, let's just keep going on this theme of hospitality and the Airbnb business. The reason why I love that so much is because it's so abundantly available. The opportunities are abundant to create a highly organized, highly unique value proposition Bundling services, bundling amenities, bundling things together right, yeah, do you want to touch a little bit more acutely on that and how your value proposition specifically is geared on your Airbnb business?
Speaker 2:Yeah, well, it's interesting because you take a look at my property. It's the same property as a lot of people in the area Same square footage, Same square footage, Same number of rooms, Same number of rooms. I mean it's a same really. On the exterior it looks the same.
Speaker 1:Shares the same community pool.
Speaker 2:Yeah, shares the same hot-tubs pool.
Speaker 1:Shares the same national park, so the location advantages are the same. Yep.
Speaker 2:Yeah, okay, but what's drastically different? And I think I mentioned this briefly in the last episode, but I had a guest come in recently, stay for a night and say man, is this available for the next four nights, the other hotel we have booked? We'd actually rather stay here instead of there. It's like, okay, well, what made them say that? Right? And so a couple things that I employs. Well, first and foremost, the furnishings. I've. You know I've and I said this before, but I've spent a ton of money on making them super high quality. So you walk in there and your first feeling is, oh, this is nice.
Speaker 1:So really what we're taught, we're really blending the experience economy. So the experience of a patron direct correlation to your value proposition, Yep.
Speaker 2:Yep.
Speaker 1:So what I hear you saying is someone is willing to pay a certain rate, higher than the average rate, because of the way it's furnished and decorated, because of that's one factor.
Speaker 2:Yeah that's one factor and I think it also plays into factor of. So, look, I could name each and everything Like, for example, we have a digital concierge.
Speaker 1:Let's unpack that for a second. Let's get some credit to the Brizani guys.
Speaker 2:Yeah.
Speaker 1:You know Dave Brizani and Mike Bergeron very good friends, inventors of this platform, the Brizani concierge. Yeah, fantastic technology, disruptive game changing technology and for the hospitality industry and other industries.
Speaker 2:Yep.
Speaker 1:As we're learning different applications.
Speaker 2:But but yeah, what's your?
Speaker 1:Talk to us about how you're using the Brizani concierge in your units, because that's a major distinction over everything else in that project.
Speaker 2:Yeah, you walk in and the first thing you see is you know you're gonna have these awesome. You know awesome furniture, awesome design, cues, colors, theme, everything. But I so on the countertop you have, I have mounted this arm with the, with the tablet device. It's the, it's the Brizani Sweet, and the first thing you see when you walk in is that device facing you and it says welcomes your name. It says welcome, so-and-so Welcome, wayne. That right there, that's huge, that's a big deal. Right, most of the time you walk into a hotel room or a Airbnb and it's just a. If they have anything, it's welcome guests.
Speaker 1:Welcome guests Generic.
Speaker 2:Not tailored to the not tailored by name.
Speaker 1:Yeah, To the actual guests. So we're talking about tailoring this by name for the. Yes, that's the first thing, okay.
Speaker 2:Second thing is on the device. I have, you know, and there are different tiles. So imagine here a tablet device and you've got several tiles. You have four tiles across the top and then you know, below the four main tiles, you have rows of five, okay, and each tile has, you know, content that you can upload there. So my first tile is about your stay. It's a Google site that I've created that you tap on.
Speaker 1:It tells you the Wi-Fi password, it tells you about your stay, it tells you about everything you know, in regard to that unit, it's like the unit compendium, like a hotel room compendium, like that leather bound book in the hotel room. It's not a book anymore.
Speaker 2:It's a little site and you can. And you can tap on which category I want. Oh, I want laundry information. Tap on that. And then the information spans You're not sifting through pages of this. You're not looking at a repository of. Okay, where do I find the Wi-Fi? No, no, no, it's all super clear, easy to understand, right there. Okay, that's the first thing Then you have. I've gone and compiled over the years of Moab. We've gone on countless hikes. I mean we have torn that place apart.
Speaker 1:We've blazed a lot of trouble, figuratively and literally, blazed every trail of all.
Speaker 2:And gotten some unique insight from some locals. I mean, I've befriended quite a few people down there and gotten some insight from people from MonoSello and from Moab and gotten kind of some local insights. And what I've done is I've gone and I've created again, I've created some Google sites. Google sites is amazing, by the way, if you're trying to create content for, like, an Airbnb or something. But I have checking instructions on Google sites that I'll send them an email or a message on Airbnb before they come.
Speaker 1:So this is another piece of that experience, before they come on like, hey, it tells matter, guys, it tells matter Every little thing when they, you know, when they sign up, I say hey, thanks so much for booking, or when they book.
Speaker 2:Is that automated? It's automated, okay, I'm going to get into that, Okay. So, but on this device, I have these Google sites that have hike recommendations. You click on the hike recommendation tile and it pulls up like nine of the top hikes that I suggest. I recommend it. It's got how long are they? You know what's the difficulty? And then it has a QR code that I've got in and I've tied to the link on all trails. So if you want to pull that up on your phone, you QR code it. Hey, on the on the Bersani, it's showing me that this hike would be kind of cool. I've never heard of that. Let me scan it and it'll take you to all trails on your on your phone.
Speaker 1:So that's. Let's pause on that, because, because being highly experienced with you, know Sage Creek and the resort in Moab one of the biggest failures for a guest traveling, whether it could be international or they could be coming in from the East Coast or California One of the biggest failures is they get to Moab. They don't know what to do. There's so much to do, yeah, and for someone to be able to guide them, to recommend, make these recommendations, like Dalen's got on the concierge, we'd like the top nine hikes With the distance, with the details of the height Is it moderate, is it easy? Can we take kids? Can we take pets? All that information and then you link to all trails, which has, as your man, geo tracking.
Speaker 1:You don't have self service, because you don't have self service when you get out of the desert in some of these slot cannings and things, but it's. But it's got that technology so you can have a map open and you can navigate that's a huge value.
Speaker 1:This is a huge piece of the value. Bundle the proposition, because it's not just your unit, right you're, you're taking in your Turning that unit. The unit is a portal to all the adventure that Moab is. It's a, it's creating a, it's it's using all the natural resources of the location, but all the other units in the area are not doing that they're missing all of that.
Speaker 1:Yeah, they, they just leave it to chance that whoever comes and stays at their unit is gonna go drive their Jeep or go hike and find, stumble on the cool stuff, right, and there's a hundred hikes that aren't great. And so if you can like pre-screen, the most amazing hikes.
Speaker 2:You're, you're providing a vet the best of the best.
Speaker 1:Yeah, that's a novel idea. Yeah, the opportunity to provide and promote the best of the best free of charge.
Speaker 2:Free of charge, that's a value bundle guys, and I've done that with restaurants, oh yeah, with hikes on the concierge, on the concierge. Okay, so you imagine you're coming in. Hey welcome. Hey welcome, wayne, you know, here's about your stay. Vital information for your state. Super easy. Okay, here's. Everyone's gonna go for Wi-Fi password first, right.
Speaker 1:I mean.
Speaker 2:So that's the first square, then from there you've got all these recommendations you have, you know Activities to do. You've got just everything. You've got our branding video. I mean it's super comprehensive, comprehensive, right, and so you know, when you, when you go in there and you have that, like you said it, it becomes more than just a stay. Yeah, it becomes an experience, you know. So that's a huge piece of that. And then a lot of you know, going back to the automation side, when someone books, it's a hate. Hey, so and so, thanks so much for booking property. This is gonna be amazing place. Your experience is my top priority, and you know. And then, and then their day of check-in, I'll send them instructions and getting the unit. This is another Google site that I've created. It's super easy. Hey, here's my personal cell, here's this, this, this and this personal touches.
Speaker 1:Yeah, so you can get more intimate.
Speaker 2:Yeah, you can call me, you can text me but what's crazy is, while I've given them that Most of the time, because I have the digital concierge and because I have the automated messages, no one has questions.
Speaker 1:No one has problems. Yeah, you're resolving problems before they even come up.
Speaker 2:And so they're needing to call me. I've given them my number to call me, but they don't, because everything's taken care of.
Speaker 1:Interesting note, guys. I love this is gold. This is really gold when we're talking experience, economy. This is a gold mine because they're for every really high-level operator, like what you're describing. Like, like you are down, there are 20 lazy property managers, one. There's like 20 lazy ones for every high-level operator and these lazy property managers want to charge the same 25 to 30 percent of gross to a unit owner, but what they're providing is basic, very simple basic clean the unit Basic, put it on Airbnb and that's about it.
Speaker 1:That's it, that's it. That's all they do.
Speaker 2:Well, you know it's. Another interesting thing too is I have had guests reach out at midnight that's just a question and I hit them back. Yeah, if I'm awake, yeah, I'm back. You know, I'm not a business like, it's not the business hours. Yeah, thing for for me, and especially with, I mean, when you get in the larger scale. Obviously you're, you know you'll be controlling.
Speaker 1:Your staff for this. You'll have staff for this.
Speaker 2:It's not gonna be just you, but for this, I mean, I am more than happy, and guests feel it, in fact, when they review, and this is, and it takes me 10 minutes- yeah you know it's, it's nothing huge and most guests I don't even.
Speaker 2:I don't even have these conversations, aside from hey, thanks so much. And then me saying, hey, is there anything I can do? They're like, no, it's great and it's that's it sweet. And then my automated messages take care of everything else. It's, it's pretty incredible. But all the reviews most of them will say you know, the host was so communicative. Or oh, thank you so much for an awesome stay. The host helped us, we didn't even miss a beat. This was amazing. Or the Jewish concierge answered every question we had and it gave us some things to do. I mean, you know so, so great reviews.
Speaker 1:Here's. Here's a really interesting point to drive home.
Speaker 1:If we take Russell Brunson's example or Dowland's example of a value bundle, you can really Mislead yourself when you start to try and bundle things that cost money Right if I was gonna if Russell was selling the DVD and he had, and he was including a t-shirt or something that cost him like five or six bucks for every person that bought the D, he could be losing money pretty fast. Same thing in this like, right if you were, if you were providing things that cost you, you inventory cost or some subscription ongoing kind of now.
Speaker 2:Now I know there's a cost with the burzani.
Speaker 1:So I'm sure you can model and maybe speak to what is your cost versus the reward of that bundle. But but for the listeners, creativity, right, free, being creative and and having Like like. If you haven't read it, go go get the experience economy, the book on audible. Read it. That is the Bible. If you're serious about being a hotel operator or being an Airbnb business owner, go read Experience Economy. It'll blow your mind. You've got to get creative about ways to improve the guest experience and the more things that you can bundle in that are free free to you to provide and free to the guest to provide. It's not really free to the guest, because the guest is paying an extraordinarily higher amount but they're happy to do it.
Speaker 1:They're so happy to do it, they're happy to pay 25%, 30%, 40% more, because the experience is that much better. That's what we're trying to drive home here, guys, is you want customers to come back, you want to repeat business, you want that loyal brand, that brand association, and it comes from providing extraordinary value. Right, right? What are some other ways? I want to talk more about Brasani, because it's one device, it's one platform. It's not available to everybody. It's kind of an exclusive gig that we've got going on with these guys. But there are other ways to kind of we're just trying to convey ideas, guys, creative ideas. What are some of the other things that we can use Brasani for instead of a unit?
Speaker 2:Well, you can. So let me give you one of these content platform Content distribution. Okay. So you come in and you're sitting there at the counter with the Brasani and I have my branding video in there. So my company branding video Okay, really, it's a really fun, short, cool little video. Okay, but it gives the impression of oh, this is actually where I'm staying. Another thing hey, the National Parks Mighty 5 campaign has an awesome video. Oh, yeah, I have that in the device. So they come in and say, oh man, this is actually I'm in a really cool place right now.
Speaker 2:So they can absorb this content all the while seeing some recommendations.
Speaker 1:Hey, now I've seen the sound so you're able to provide. You're able to deliver curated, high definition video content that costs millions of dollars from the state of Utah who built the Mighty 5 campaign. You're able to deliver that into a unit. Oh yeah, Otherwise a guest might be searching online. They might never find something like that. But yeah, they may never see it. That's cool, yeah.
Speaker 2:Having that, there is just a cool touch. You know you're sitting there, you can put games on the device Interesting. I mean, if someone really wanted to, you can sit there at the table and play some, you know, temple runner or something. Yeah, yeah, yeah On the Brasani and that you know that's interesting if you know you have, you know you're making dinner, you have a kid that you want to entertain on the device and have sit there while you can see them.
Speaker 1:You can also have, I have recipes you can.
Speaker 2:So the device swivels on the arm so it comes back and I have a recipe tab that you can click on. It's like okay, cook here in the unit and have the have the device right there in the kitchen for you while you're cooking. I mean look, it's all about that. How can I be creative, Right? How can I be creative and just give someone these?
Speaker 1:outside the box ideas they wouldn't experience somewhere else, you know let me, let me take, let me let me add something to this with with a true focus on experience economy, coupled with our universal principle of dollars follow value. Contrast that to a franchise hotel operator. We talk and I'm not going to name names because I don't want to get sued by any hotels but the front, the big front, the big national franchise hoteliers in my experience, they have one focus that's put heads in bed. So let's sell out the room nights, yeah, once the room nights are sold out, mission accomplished, right. But I think, if we're truly committed to the experience economy, it means it means creating, cultivating other opportunities. Because my baseline expectation is that I'm full, yeah, with an independent boutique resort or a unique Airbnb property, the baseline expectation is I've done my marketing job well, I'm full all the time. So what's the opportunity beyond that?
Speaker 2:So I'd even go as far to say, hey, if that's your only focus, you're missing out on potential additional revenue. Yeah, because if you can use a platform like Brezani to upsell in the unit you're adding to, you know if someone's going to pay 400 a night to stay in your unit, the chances that they're going to pay more are pretty high. Yeah.
Speaker 1:Yeah, you know, if you've got some exciting opportunities, great stuff, some ancillary verticals is what I would consider stuff like private chef coming to your unit that's something that we did over at Sage Creek. So private chef services a great example. You know I have five private chefs you could book and you don't need a Brezani concierge to do this. You could set this up as an Airbnb operator to just have a calendar, have a brochure. You know, find a gourmet chef, they come in and you have an arrangement with the chefs that they're going to charge four or 500 bucks to do like a three hour chef. Surprise, cook the meal in front of the guests, with the guests.
Speaker 2:Yeah, Like Tepanyaki style, it's an interactive experience with the guests enjoying the chef.
Speaker 1:They make great tips, they make a great base. They're splitting it with the resort, so the resort's making ancillary revenue on top of the nightly rate. That's a great way to go from a 400 a night to and you can get to 800, 900, a thousand a night Pretty easy if you have bundles. That make sense. That makes sense. You know you could do a stargazing tour. You know if you have the right operators you could take them out. Moab's a great place to do it. You could do meditation retreat. You know we have a really great shaman that will take you out and you could go from four hours to a whole eight hour immersive experience, depending on how advanced you are with meditation.
Speaker 1:So we're just talking about creative ideas, but each of these are potentially a few extra 100 bucks here and there per guest and it's about things to do. Yeah, it's not. We're not selling stuff. We're not selling stuff. No, it's not products, it's things to do.
Speaker 2:It's all experience focused Experience driven. Someone is you know someone commits to these upsells or really immersing himself within the experience we've created for them. They're going to leave and think, wow, that was awesome. Yeah Right, that was amazing. It's going to stay in their brain and they're going to remember it. They're going to tell their friends they're going to come back.
Speaker 1:Yep.
Speaker 1:You know, Now I want to transition the way you guys think of experience economy, because what we've just illustrated is it's easy and it could be very fun and exciting and rewarding to apply experience economy programming to a hospitality property. But I'd have you consider that there's greater application to this mentality, which could be to your workforce. This could be a company that's not in hospitality. Let's take American spec ESG, for example, one of my companies. You know we're producing railroad ties out of garbage. Okay, how do we apply experience economy to our advantage as an employer? Okay, I'd have you all consider that the experience economy mentality is. It's a rewarding situation for any human involved with someone who's acutely focused to experience economy. As an employer, it's important for me to have happy employees, happy partners, and it's not just the hospitality side. So where do we? How do we do that? Well, it's company culture. Okay, there's a stack of, there's a value proposition.
Speaker 1:We've been talking about this a lot lately. How do I? Well, let me just give an example. That was in a meeting just a week ago and we're having a conversation about some of these emerging new businesses getting traction and and a highly esteemed associate of mine asked me this question he was like what's the tipping point, like what's the X factor here? And I thought for a second. I was like you know what? It's the human factor?
Speaker 1:Okay, we're experiencing unprecedented, historic changes in this country. Many of you have heard of the great reset. Okay, this has to do with the pandemic, it has to do with the political regime, it has to do with a lot of things. But you may have also heard of the great resignation, yep. And as an employer, I'm very, very focused on what's happening in the trending in the news, where we have companies who have supported certain global changes that are kind of causing an inflationary, inflationary environment. Many are saying we're headed for a recession. In the paper. Last week the stock market announced they're in a bear market for the first time in a long time. So we have these market shifts. Okay, we have economic market shifts like inflation, wages not being raised to meet inflation yeah, pandemic causing people to work from home, and people are questioning. Now they're questioning corporate American at large and they're saying why am I doing this? I'm not even satisfied with this job because there's a failure at the corporate level, management level, to be focused on experience economy. Okay.
Speaker 2:Okay.
Speaker 1:They're hyper focused on the people buying their products, forgetting about their own most valuable resources, which are their own team. So what I'm having you all consider here is that we've got to shift the focus inward now on experience economy. We got to make sure that if we're really connoisseurs of experience economy to the core it's part of our DNA then it applies to every area, every messaging recipient of our businesses. And so when we talk about the workforce, it's elite compensation, it's elite benefits, but more than anything, it's elite culture.
Speaker 2:Yeah.
Speaker 1:It's a cultural environment that is of honor and respect and love, things that are not typical in a conversation when we talk about corporate America. Okay, it's the difference of bringing the human factor back into focus, where corporate America, I think, has kind of gotten into the commoditization of humans. Yeah, when corporate America looks at the paper balances and they say, oh, we've got 10,000 employees and they're just a commodity and you lose the focus of them, and so then what happens is you have this dissatisfied workforce and they start to mass exit us away. There's never been a better time in our country to recruit high level, highly capable, highly creative people to your business than there is right now, because there's so much dissatisfaction in this great resignation, and I think that the X factor comes down to how we as companies are programming our own culture.
Speaker 2:Okay, yeah, huge and it's meaningful with mine, for example, my cleaners slash property managers in Moab and I think I've mentioned this before, but I will frequently praise them and say and I'll send them reviews.
Speaker 2:Hey, this is thanks to you, things like that. Hey, thank you so much. Oh my gosh, you're wonderful. Or hey, couldn't do this without you. But these comments, these comments of admiration, really are huge, because I've gotten some feedback from them. Hey, you know what? It is super meaningful working for you because I feel so cared for and those words right there are really powerful. Meaningful to me because it's saying that this person is going to take care of my property better. Yeah Right, they feel more obligated to go do a great job. They want to. They want to.
Speaker 1:So that's a key guys. How do we inspire our workforce to want to be with us? Yeah, to want to do the job better than they're paid for. Right, that's a magic combination or magic superpower to be able to inspire a workforce to go the extra mile. Yeah, you talk about, you know, people working in factories, like what we're doing in Fillmore with American Spec ESG and American Spec Modular Factory jobs typically, I think historically, are you go, you work in the factory for 20 years.
Speaker 1:You have a career, you hate it. It's kind of this industrial kind of thing. And you've seen this in the movies. It's been kind of patronized in movies. You know what factory workers lifestyle is like and I'm talking about raising the whole bar, gourmet, restaurant experience. We're providing meals. We're providing, you know, exercise facilities. We're providing meditation rooms. If they need to take a 15 minute break and have a meditation nap in the middle of the day, that's a possibility. I'll get more production and satisfaction out of someone who's happy providing life coaches, providing mental well-being, you know programming and opportunity for the workforce. These are all human-centric things that may cost a big company like these a little more, but you know, I can see a measurable, measurable result to this, where our workforce is not poachable.
Speaker 1:We're not going to have some other company come and offer them more money and convince them to leave, because it's not about the money now. It's about the sum of the whole value proposition applied strategically to the most valued resource, which is our own people.
Speaker 2:Yeah, that's amazing.
Speaker 1:That caps my thoughts and I'm starting to kind of lean toward ending the episode, because we're naturally segueing into what I want the next episode to be covering, which is One of our next universal principles. So do you have a final thought on dollars, fall of value, experience, economy before we wrap it?
Speaker 2:Well, I'll just say one thing Three years ago, when I got home from Japan, you know, I set out on this journey to being an entrepreneur, right, and it has been relatively short period of time. When we compare it with yours right, I mean in my and especially when you compare it to the Airbnb model, but I mean that's been in the past year and it's already gotten to this point. So if that I mean if you're sitting there thinking this is going to take a long time, then I'd encourage you to really just think outside the box here. How can I provide value? How can I be as valuable as humanly possible? And you will. You will move quicker. And this is not get rich quick, right, I am. That's not what I'm telling you here. What I'm telling you is, if you focus and commit to providing value, opportunities will open like you couldn't even imagine.
Speaker 2:I mean three years ago, when I was starting the guitar hacks, my little guitar company, I never imagined I'd, in three years time, owning a successful Airbnb company. I mean that's, you know, that's totally outside the world. But I've always been focused on how can I be as valuable as possible. Guitar hacks made me a more valuable person in the sense that I learned how to build funnels. I was interested in this world of marketing and then I was obsessed with developing this skill in this area and as I did so, opportunities opened to me. So that's kind of my thought is, you know, as you become as valuable as possible, that is the single greatest way to combat inflation. That's the single greatest way. Well, if you know, if money is going wild, if inflation is going wild, well how can I combat that? Become more valuable, yeah, provide more.
Speaker 2:Yeah, be more, be more valuable, do more and the dollars will come to you. Because you are more, you merit said increase in in pay. Anyway, that's my thought.
Speaker 1:I'll leave the listeners with a question. Guys, I want you to think on this before you tune into the next episode who must I become to have that type of a business? That's the question. Who must I become? Because it's likely that the version of you right now, the version of me right now, is not big enough for this vision. And so this, this constant pursuit of expansion and improvement, is part of this man. We're evolving constantly, so think on that. Who must I become Without that? We're going to wrap it, guys. Thank you for tuning in and join us next time.