Brian Rose - The Future Of London Real

Full transcript: Brian Rose on London Real

6:03 My guest today is Brian Rose, top interviewer and entrepreneur. You are the founder of London Real, a personal project that has evolved into a highly respected media company where you interview some of the most fascinating people on the planet, bring out their truth and share it with an audience who wants to build a better version of themselves. You have had over more than 300 guests on the show, including Ido Portal, Dan Pena, Alex Icon, Tim Ferriss, Gary Vaynerchuk, Wim Hof, and the list just goes on and on and on.

6:31 What was once an idea has now turned into a global phenomenon that has reached millions of people. Brian, welcome to London Real. Thank you, Alexander. That’s a beautiful intro. Well, you deserve it because you’ve been working very hard on this show, haven’t you?

6:49 Five years. We’re actually coming up on five years and it’s hard for me to imagine that it’s been that long because it’s been this crazy, crazy ride. But I had a good friend of mine in here the other day and he was like, I remember when this was just a flat. You know, I remember when there was a bed in there. I remember when we used to shoot episodes on a desk here with the webcams in front of you.

7:10 And so, yeah, I still remember building that first desk and knowing I was going to create London Real. I still remember finding the microphones and the mixing board and I still remember like getting excited. And I remember telling him, I’m like, I’m building this set and I’m going to start broadcasting. And it feels like it was yesterday. Nice.

7:29 So tell me what has been happening these last weeks. The super focus groups have been growing. They’re packed. Our business accelerator has doubled in applications more than we expected. We had to take new instructors on, new instructors on.

7:44 And yeah, the team is expanding. We got a copywriter, guest booker, head of this, head of that is going very well. So it’s fair to say that London Real is moving into a new era. Yeah, it’s crazy. I mean, again, it’s five year anniversary.

7:59 And the reason I’m talking to you today is because I think once a year I sit down and sit myself in this chair. So this feels weird for me because usually I’m in the driver’s seat like you and I don’t get to talk much because I usually ask the questions of the guests. In fact, for the first two years on London Real, I didn’t even really talk much because I didn’t really think it was about me. And I was actually quite shy to talk and I still think it’s about the guest and I don’t think it’s about me.

8:24 That’s why it’s not called the Brian Rose show. That’s why it’s called London Real. And I took two weeks off and went to Barcelona this summer. I didn’t miss broadcasting. I didn’t miss being in front of the camera.

8:36 Like I just don’t think that’s me to be out there. But what I love doing is telling great stories. I love changing people’s lives when they get inspired by these incredible people. I do love sitting down and having conversations with some of the most incredible people in the world. So that’s a great side effect of doing London Real.

8:53 But I don’t talk that much myself. You know, it’s not a platform for me to get my message out, accept my messages. Let’s all, you know, push ourselves to be a little bit better. Let’s get inspired by these amazing people. And I think life is short.

9:07 I think sometimes we got to really take advantage of what’s happening and what’s going on. So I do sit myself in this chair. I did it a year ago when Olive from New York Real spoke to me. And before that, Sully Breaks, the spoken word artist, interviewed me. And so they’re great kind of things that I can look and be like, oh, that was Brian a year ago.

9:24 That was Brian two or three years ago. What’s he been talking about? What’s going on? So anyways, it’s nice to have the chance to sit down. And yeah, it’s crazy right now because we’re coming up on five years and we probably had our biggest few weeks ever at London Real.

9:38 And it doesn’t really faze me. As you know, I’m not one to pop bottles, although we did have a big desk night out. We rode the boat on the Thames. We had a huge steak dinner. We talked, of course, a lot about London Real.

9:50 That’s what happens when we have a little wine. We talk about the future of the company. So it’s been incredible. The biggest thing is our business accelerator. You know, it’s just so much bigger than ever.

10:00 We’ve actually got a hundred students from around the world right now going through our business accelerator program. And all of these people have invested in us, you know, and they’ve invested really with their credit cards. And for me, I always tell business owners, it’s great to get likes on Facebook and shares and comments on your videos. But when someone votes with their credit card and actually spends money, you know you’re providing value. And so now I know we are because all these people have invested significant amounts of money, you know, between three and six thousand dollars each to be on this program.

10:31 And so I take it very seriously. I’m very humbled. I know we’ve got a lot of work to do, but I know that these people are going to build great businesses and the people on this program. I mean, you’ve seen them. We’ve got the craziest people.

10:45 I’ve got a guy in Switzerland who is a doctor who’s working on a cure for malaria. You know, I’ve got two different DJs, one in Ibiza who’s 37, one who’s 17 years old in London, one starting his career, one’s kind of in the mid part of his career. I’ve got a guy in the middle of the Pacific in some island there who’s a lawyer who wants to do a lifestyle business. I’ve got this kid in Botswana who’s basically got an Internet connection and a dream. And he’s one of the most promising aspects.

11:14 And again, all of these people around the world, they’re coming together. We had our first live kickoff call and like the energy is infectious. And I love this because we get to actually change people’s lives. We actually get to give back. And I love that more than anything because I love doing these shows.

11:29 But when we broadcast out a great episode with Edo Portal or Dorian Yates, I don’t get to see the effect. But here we get to actually teach people how to build their businesses the way we built London Real. You know, use multimedia creation, specifically video, use the Internet, social media to scale your message. Get people back to your website, start sales conversations, build a product ecosystem, which I learned from Daniel Priestley. Then take that and start having real sales conversations and then build your networks through partnerships and grow your business.

12:00 It’s exactly what we’ve done at London Real. We started out with free product media company. Then we had the Academy. Now we’ve built our core products and now we’re doing business to business products and consulting with some very big businesses here in London. And so I love teaching these people how to do it.

12:15 We know exactly how to do it. And I know these people are going to be successful. And our last course, I mean, we had an NHS doctor. We had a Wall Street trader. We had a lawyer.

12:23 We had movement experts. So it’s big for me the last month, you know, in that standpoint, because it’s just a huge vote of confidence. And again, I think we tripled in numbers or over tripled. We had over a thousand applications for these programs. And when people actually say it’s worth it to them, then it really shows me that London Real has arrived as a global media company, not just a YouTube channel.

12:47 And it just makes me feel great. And it gives me capital that we’re going to invest in the business. And it’s not just money capital, though that helps because we can hire people. We can invest in documentary films, special projects, but it also gives us like a lot of social capital because people now know that we’re important. So when I tell people we’ve got a hundred people on our business accelerator, people are like, oh, whoa, OK.

13:10 I guess you’re not just another podcast. And you know, I hate that word podcast. I’ll try not to use it. We’re not allowed to use that word in the studio because I don’t think that describes what we do. You know, I think we provide this interactive video experience.

13:23 We produce basically a high definition two hour documentary movie every week. And we have the most incredible video team in the world. They’re right here watching us right now. And they make these beautiful movies, basically, of these people that change people’s lives. And we make these trailers that are put together sometimes better than Hollywood trailers.

13:42 And we crank this content out. I think people just expect it, but it’s just amazing what we actually do. And the guests come back and they come back year after year after year because we deliver results, because we create these things because we love it. We’re just passionate about what we do. And I’ve been like that from day one.

13:59 Ever since I put the cameras on people, I was like, we got to have a trailer. We got to make it beautiful. It has to be a professional product. And now we do that to like the 10th degree. And that’s why we’re going to see Dorian Yates in Spain in two weeks.

14:11 And we’re going to film three day a documentary about his life. And that’s why Ido Portal trusts us to walk around London with him and try to get arrested and put rings on a tree in a royal park. I mean, Ido does not grant interviews with anyone. He’s done three with London Real. He allowed me in his movement class for two days in film.

14:31 He doesn’t let anyone do that. That’s because we build up the trust. We constantly deliver on our product. And that’s why you see people come back again and again. Graham Hancock, Steve Maxwell, Dorian Yates.

14:43 I honestly think we’re going to be doing episodes with them every year for the rest of their life. I honestly think you’re going to be able to watch Ido grow old and Dorian grow old as London Real grows old. And I think they’re just important messages. So I don’t know if I answered your question, but like that’s what’s going on with us. Also, people don’t know about our live events.

15:02 You know, we had a super focus group, which is 100 people in the room. Two weeks ago, and it was just insane. I mean, everyone is up. They’re doing active meditation. They’re meeting each other.

15:14 We do Wim Hof breathing. They’re getting inspired. All of these things are happening. And it’s everything that I’ve learned as, you know, the interviewer on London Real. And I take everything I learned from the guests and I give it back to the community.

15:25 They’re all in our academy. We have a great time. Bulletproof provides the coffee. We have drinks afterwards. And so, you know, we do so many things that I think people don’t even know about behind the scenes. And that’s why when people come over here, they’re like, oh my gosh, you guys are always working.

15:40 You know, when people come over here, there’s like 10 or 12 people in the studio and we are jamming, as you know, you know, it’s like every hour of every day we’re working on something. And I think that comes out in the quality of the programs, the accelerators, the shows, the live events. You know, we take everything pretty seriously. Yeah. So you’ve just been talking the whole time about how you’re out there.

16:03 So you’re doing these events. You’re doing these interviews. You’re giving presentations to hundreds of people practically. But you just mentioned not so long ago that in Barcelona, you were calm and you weren’t missing it. And a lot of people don’t know it, but you’re actually pretty introvert.

16:22 And a lot of people who watch this interview are also introverts. Yeah. But you seem to manage yourself pretty well. You talk to a lot of people. Weekly you’re interviewing successful people.

16:33 You give presentations afterwards. You have like a cocktail chat, 10 minutes, da, da, da, da, da, da, da, da. I think a lot of people would like to know like, how can I step out of my social cage and just, you know, do it on command like, like you do it. Like my question is like, how do you? Sure.

16:49 It’s a great question. First of all, most people don’t know most YouTubers are introverts, right? And we’ve found the medium because I think it’s a way for us to connect with other humans because as humans, we all want connection. Honestly, if it’s the one thing I’ve learned more than anything on London Real is that we all want connected. We all want to be connected with each other and so many people aren’t.

17:11 And I’m even me, I want connection and I’m connected with so many people all around the world through the academy, through the show, through here, but we all crave connection. And so YouTubers are no different. Usually they’re introverts and they went to the camera to express themselves. And so that’s true about me. So with me, it was practice, you know, I felt really uncomfortable with that first episode of London Real and you can still watch it.

17:33 You can go on YouTube, you can go to the academy and you can watch it. And I’m like, don’t know how to talk. I probably look like I’m pulling it off, but I was faking it until I made it. And so I just kept pushing myself, but I still get anxious when guests come over and I got anxious every single time for the last five years before someone came over to interview them because I don’t know if I’m going to be good enough. I don’t know if I prepared enough.

17:55 I want it to be okay. I want it to flow. And so I’m always thinking about that. And then when it comes to interacting with people, it’s my job now, you know, it’s like I have to and if I meet someone in the street, like what am I going to do? Run away.

18:07 It’s like they expect something to London Real. And actually I love them talking about how a guest made them feel good. Because again, it’s not about me anymore. And people come up to me all the time. They’re like, man, that episode changed my life.

18:18 You got me to start my business. You got me to start moving like you do a portal that I can talk all day about because it’s not me. But if people want to come and start talking about me, I’d rather talk about something else. And so it’s a good question. But I think if you’re introverted and I agree a lot of people that watch the show are introverts, a lot of guests are introverts.

18:37 Big time. I would say most of our guests are actually quite introverted. Even the ones you think are stars, the ones that perform on stage are actually quite introverted. And so I think what you have to do is you have to try to push yourself and get out of that because I think we all need that connectivity and we all really need that connection. And so on our focus groups, most of the people in the audience are introverts.

18:59 So first of all, I always thank them for coming because I know it’s hard to do. And we try to make it as easy as possible for them to get there. But then once they’re there, I try to mix them up. That’s why we get them out of their seats, act in meditation, because it allows introverts to really just let go of all that anxiety because we all have anxiety and it’s just about getting over it. So I hope that helps.

19:20 But look, I fight it every single day and I constantly have to push myself to go ahead and go meet that person. I constantly want to avoid social situations, but it’s my job to go do it. And when it comes to London Real, I will do it for London Real because I believe in my I’m very into integrity and I think the brand is super important. So I use London Real as a tool to get myself out of the shell. It’s probably some trick.

19:43 My subconscious is playing a playing on myself. Yes, it is. It really is. It’s probably like, yeah, Tyler Durden. We’ll talk about Fight Clip a little bit later on.

19:54 So you just talked about the fact that you started very anxious and gave your first interview and now five years, five years later, you gave like 300 plus interviews. So let’s talk about your craft. What makes a good interviewer and what are some of the mistakes you see novice interviewers make? Great question. First of all, you said the perfect word craft.

20:15 It is a craft. And just like anything else, you can get better at it if you force yourself to do it over and over again. And I just want to be really clear. That’s what it is. And so I did not go to school in journalism.

20:28 No one taught me how to do this. All I did was try and watch other people and fail and fail and fail. Just like any other craft. You know, if you see me in Brazilian jiu-jitsu, I’m a purple belt. I started off a white belt just like everybody else.

20:42 I have no natural talent in fighting, but I could probably choke most people on the street unconscious and kill them. But that’s because I practice for eight years in a row. You know, same with my boxing. I’m actually not a talented boxer by nature, but I practice so hard that I probably could probably knock some people out. And so it’s just it’s just a craft.

21:02 And so the same with doing this. I had a passion for it. I love doing it. I love meeting people. And it was just about me practicing.

21:09 But when you see an interview that I do that you think is amazing, I see holes in my game. And so I’m constantly going back to the drawing board and improving. And I learned this from Dorian Yates. I think some of the greatest in the world, they compete with themselves. So I’m constantly competing with myself and I’m constantly seeing holes in my game, which means I might not always be the nice person to be around all the time because I’m rarely congratulating myself after an interview.

21:34 In fact, here’s a story most people don’t know. The reason we did the Edo Porta moving conversation is because I was so mad at myself after the second interview that I thought I screwed that up so bad that I wanted to get redemption and show who Edo really was. Now, most people think that’s one of our greatest interviews, but for me, it was garbage. And so that made me go and push myself harder and get him out on the streets, which could have resulted in a whole lot of mayhem.

22:02 And that I think is one of our best pieces ever. But it’s because I went back to the drawing board and thought we could do better. So, you know, Conor McGregor, the big MMA fighter, UFC athlete, his coach, John Cavanaugh, has a book called Win or Learn. So when we do an interview, I either win or learn. Most of the time I learn.

22:21 And so I always go back to the drawing board. And so that’s why I think people should always go do something. So go shoot the interview, go up to that girl and ask her out. Go on that job interview. Because if you don’t do something, you’re not going to win and you’re not going to learn. But I just constantly try to learn.

22:36 So I’m like you said, how have I done this over the last five years? You know, I always look back. What could I have done differently? How could I have made the guests feel better? How could I have lit the interview, made the audio better, made myself more excited in the moment? How can I craft a narrative so it excites the people watching right now?

22:53 Because they’re busy. I’m on YouTube. I’m competing with all sorts of crazy stuff out there. And I got to get their attention and make the guest interesting. And again, coming back to this concept of extreme ownership, which I got from one of my favorite guests, Jocko Willink, the U.S.

23:07 Navy SEAL, if the interview goes wrong, guess whose fault it is? My fault. OK, and a lot of people don’t look at it that way. They could come in and say, oh, the guest came in there in a bad mood. They didn’t share that day.

23:20 Oh, they’re not a good interviewer. Oh, they didn’t like the show. No, I disagree. If I’m on the top of my game, I can get in great interview out of anybody that day. Anybody.

23:30 And so I always look back to me. What can I do differently? And again, from the day, from the minute they walk in that door, what’s the experience? Do they feel good? Do they feel excited?

23:39 Do they feel comfortable? Do they feel like they can build a rapport with me? And I’ve made mistakes before. I’ve had interviews that almost you never saw because the guest walked out. But I managed to learn and pivot and just try to be in the moment.

23:54 So a lot of people say I’m really good at interviewing. I’m really appreciative of that. But I think I got a long way to go. I like watching people like Charlie Rose. I think he’s really good.

24:02 I watch any interview, actually any long form interview. I try to watch and see what they’re doing and listen. I think Joe Rogan is very good. I don’t think he prepares, but he’s very good. I think Mark Marin is very good.

24:13 And I listen to these people all the time. So you mentioned a very important word, rapport. Yeah. And I’m going to. So you just gave me the big picture on what it needs to be a good interviewer.

24:24 Yeah. I’m going to try and see if I can get something specific out of you. So I have the privilege of being here and watching you interact with the guests when they come in and whenever they come in, you always try to make them feel at ease and you talk to them for 20 or 30 minutes before you go into the chair. And then once you start talking, you have a way. What I think you do well is you can get the guest to make him be vulnerable and get the best out of him.

24:53 I think that’s what makes you different from other interviewers. And my question to you is, do you do something specific to build that rapport? Do you talk in a specific way? Like, how do you talk to that guest? How do you make him feel at ease?

25:05 How do you make him go vulnerable? Do you know any way that how you’re doing that and maybe somebody else could learn from that? It’s a great question. And you’ve kind of seen me do it on the front line. So, you know, I always think to myself, how does the other person feel?

25:19 Almost in any situation, sometimes to my detriment. Like when a waiter is at a restaurant, I always think, how does the waiter feeling? Does he really want to bring me my drinks? Maybe I should try to make make sure that he’s actually enjoying himself. And so I don’t know.

25:31 I’m always putting myself in the other mind, especially in service sector, the taxi driver, the airline attendant, all these people, how do they feel? How can their day be good? And so for the guest, I’m always like, I might be having a tough day. We might be stressed. There might be problems here on the set.

25:45 But when the guest shows up, how do they feel? And then I just try to read them right away. And so, first of all, I set it up beforehand. They know they’re coming to one of the greatest shows in the world. They know they’re going to get a premium experience and they know we deliver.

25:57 They also know that they’re probably going to have to be prepared to be a little vulnerable because we take care of them here. You know, they know they can trust me. That’s what five years is. They know when they go deep, I’m not going to rip them apart. I’m not going to surprise them.

26:09 I’m not going to put them on the spot in a bad way. I like putting them on the spot, but I’m not going to try to embarrass them. So that helps when they come in. I just try to feel their energy. You know, I just try to make sure they’re calm, they’re relaxed.

26:20 That’s why I think every touch point is important. I want them to get a jacket. I want everyone in here to be relaxed. I want to show them what we’re about. A lot of times I take them in the war room.

26:29 I explained to them that we’re building a business, that we have an academy, that there’s a lot of things going on here because this isn’t just like going to the BBC or Channel 4, where they’re interviewed by someone who’s paid a salary and ultimately doesn’t care who they are. For us, you’ve been invited into our family. You know, you’re part of our message. So you mean a lot to us. And this is the start of a long relationship that might end up being a business relationship.

26:53 Whatever it is, it’s important to me. So I try to let them know that there’s more going on here. I try to tell them who I am, if it’s appropriate. I used to be in banking for 10 years and I started doing this five years ago and it’s been this crazy journey, an incredible journey for me. And I’m the big winner here because I’ve met so many wonderful people and I try to feel it.

27:11 Sometimes they don’t care. Sometimes they’re in a bad mood and I’ve had crazy experiences. I’ve had people in this chair, like Mr. Chris Eubank, the boxer, who most people think is one of our greatest interviews, he literally almost ran out the door because we had a little argument before. And so, you know, he wanted someone, one of his friends to stay on the set and I have a no guests on the set policy.

27:32 I think it ruins the interview. And so a lot of times I deal with frictions with the guests and sometimes you have to say no. So I really try to read them, but I think most of the time I read them pretty good. Sometimes I have to, you know, even get to a point where they’re like, um, okay, Brian, uh, you know, with Chris, he’s like, I don’t like small talk. So honestly, if I even have to be, um, to look bad, I don’t mind.

27:55 As long as we get the great interview, that’s all that matters, you know? And I don’t take it personally. If they come in a bad mood, I just want to make them, I want to show them out there very best. That’s all I want. And, um, and yeah, I hope that shows.

28:09 So yeah, I just think most importantly, try to put yourself in their situation. You know, they’re coming in, they don’t know this stuff. They never seen the set. They’re worried about how they’re going to look, make them feel calm, make them feel like you’re in control. That’s the most important thing.

28:23 When they see things happening that like aren’t right, they get nervous. So just make, make it look like you’re in control. You make a good point there. So a lot of people, when they see interviews, they see these successful people that they haven’t met and they probably think they’re superhuman in some kind of way, but every time we get a guest in here, it’s always another guest with their own problems, with their own struggles. And you’ve probably seen, you’ve talked to more people in accomplished industries than anyone I know.

28:54 So a thing is maybe like, do you see any commonalities between all these successful people, anything you see coming back? Yes, Alex, I do. I do very much. First of all, these are people just like you and me. These people are just like you and me.

29:10 And honestly, I said this once like a year or two ago. I think sometimes the guests needs our help. Sometimes more than we need their help, you know, they need love. You know, they’re out there. They’re usually on the stage.

29:23 They’re trying to scale a message. You know, Eddie Isard is doing 30 days in a row. You know, Eddie has a hard life. You know, you might look at him and he’s got 5 million Twitter followers and he goes around the world. These people sometimes leave lonely, difficult lives.

29:37 They’re driven by something deep inside of them. Sometimes that’s a hole that’s been left there by some traumatic experience and they’re trying to cover it up. So don’t get it twisted that all these high achievers or great performers are somehow, you know, calm and controlled human beings. You know, we all have flaws, including me, that makes me so driven to do this stuff. And so first of all, I realize they’re human just like you and me.

30:01 And you see them on video and you see them on movie sets and you see them do these incredible physical feats. And then I meet them on the sidewalk in shortage. And I’m always struck that they’re humans just like you and me. And they’re normal, even though they’ve done super normal things. And so, first of all, I keep that in mind that I think they need our love as much as we want.

30:20 We need their love and they need, you know, our support. Same way the other way around. The other thing I realize is this and a lot of people stop me on the streets and email me and they say this, they say, Brian, one day I’m going to be on that chair, I’m going to be on your show. And you know what I tell them? I say, do something to where I can’t ignore you.

30:40 Make it so I have to have you on my show. And then I go on to say this. The only difference between you and the people on the show is that the people on the show are willing to take risks and to put themselves out there and to fail and keep trying again. It’s not like they have any more talent than you do. They don’t have any more money than you do.

30:59 They have any more love than you do. They are just willing to take the risk, to deal with failure, to win or learn, Conor McGregor would say, and to just keep pushing. That’s the only difference. I tell you, that’s it. And they went and they wrote the book when you’re talking about writing the book.

31:15 They started the business when you’re still talking about starting the business. They went out there and moved countries, you know, changed jobs, took a pay cut, tried that sport when you decided you were not and you were going to go take it easy or whatever. And that’s the only difference between the people that say they want to be on the show and the people that are here. And you can see it, you can feel it. And these people, they just have that extra thing.

31:39 And again, I think that’s a craft. I think you can teach yourself to do that. And that’s why I think we attract a certain type of people that come to our focus groups, that come to our academy, that come to our business accelerator groups, because they’re the kind of people that know they can hone this. And again, you can get good at taking risk. And I’ve gotten really good at taking risk.

31:58 And now I know I’m risk averse, right? Dan Pena taught me that and he was right. He said, Brian, you’re an engineer. As an engineer, you’re taught not to take risks. And it’s true at MIT.

32:09 They said, Brian, if you build a bridge this way, it falls down. Everyone dies. If you build an airplane this way, it crashes and everyone dies. Don’t do that. So I’m risk averse, right?

32:19 Even in the city when I told people how to spend their money, I’m risk averse. But nothing happens without risk. Nothing. So I force myself to take risk all the time. Let’s go try it.

32:29 What’s the worst that can happen? Basically, nothing, right? So try it, try it, try it. Put yourself in risky situations. Put yourself on a live camera.

32:37 Put yourself across an Eddie Izzard or a Dan Pena live. Go for it. And that’s why I love people like Conor McGregor. He puts it on the line every time. And once he wins, he doubles down and puts all of his money on Black 36 and rolls the roulette wheel one more time.

32:54 And when he gets that, you know what he does? He doesn’t go home and count his money. He puts it all back on Black 36 and goes up a weight division and fights Nate Diaz and does it again. And that’s why we have to tune in to watch every time. And so that’s why I love him because he puts it on the line and he puts his money where his mouth is.

33:12 So you should go towards that risk. You know, and now when on the accelerator program, I’m telling people to put themselves out there on video, publish it on YouTube, put it on Facebook. And everyone’s like, oh, no, no, what am I friends going to say? That’s a risk you should embrace because if you pull it off and I know you can, then the payoff is like 10 X than what else you would have done. So, look, I’m still learning, but I think really taking that risk is super important.

33:38 And I think people should take more risks, you know, reasonable risks. Don’t jump in front of a train, you know, but I think really that’s what people need to do. So I don’t know if I answered your question, but that’s what I that’s what I get to see here. And I agree. I’m probably honestly probably one of the 20 people in the world that actually gets them as much interaction with so many incredible people.

33:58 I think very few people, maybe Charlie Rose and a few other people get what I get, but some people not. And a lot of very famous podcasters, they do interviews over Skype and I’m telling you, you can’t have a conversation over Skype. That’s why we do it here in person. And London Real has never and will never do a internet or over video interview. Never. I have to see the whites of your eyes.

34:22 I have to see you sweat. I have to see it all. And I think people value that conversation. And I think that’s why we get great interviews out of people. One of your other questions, because they’re here.

34:31 They can feel the energy. They know it’s a safe space. They know I’ve been vulnerable. I’ve talked about my shortcomings, my fears, my TED talk. I’ve talked about struggling with the business.

34:41 I’ve talked about psychedelic experiences. I’ve talked about my own hang ups with allowing people in my life. And other people have talked about their drug problems. Matt Willis, James Rhodes, about being molested as a child. You know, people talk real talk here.

34:56 And so I think people feel comfortable in that space because we’re not judging them. In fact, that’s the good stuff. You know, that’s the stuff that defines you as a person and makes you great because you can use those difficult times to prove who you are now. And that’s this whole concept of the hero’s journey that we teach on the Accelerator course. And everyone has this hero’s journey that they can use what they think is their biggest liability.

35:18 The bad thing that happened to them they don’t want to tell people about. You can actually use that as your biggest strength. And so I’ve learned all this just from doing these conversations, really. You know, I didn’t have a grand plan. This is all happened by just organically looking for great people and telling great stories.

35:38 Let’s talk some more about that good stuff. OK. Ego. Yes. A lot of the people that come on the show are very successful and talked about how they had to keep their ego in check and how they had struggles with keeping their ego in check.

35:53 How do you keep your ego in check? Ego is a fascinating thing. First of all, the word is the word is misunderstood. OK. And the word has a lot of baggage that comes along with it.

36:04 OK. And this Terrence McKenna would say the late Terrence McKenna, who was an incredible orator, bard, psychonaut, you know, language is everything. And when we say the word ego, it’s almost ego is never a good thing. Right. Ego is a bad thing.

36:16 Right. Because an ego implies that you’re not being realistic with where maybe your consciousness should be or where where you are in this world. I think this ego can be a wonderful thing and I think it can be a terrible thing. But I think it’s a necessary thing. And I think you need to embrace your own ego to a certain extent.

36:33 And Graham Hancock talked about this, I think, in his first episode because I talked to him and we talked a lot about psychedelics and psychedelics have been an important part of London Real from the very beginning. I think it was episode six or seven that we started talking about ayahuasca. We did a before and after ayahuasca challenge, which terrified me. I thought I was going to be banned from the financial industry here in London. I still could be. I don’t know.

36:56 But at the time, it was a major chance. I thought I could be arrested. I thought members of my family might be taken away. I thought members of my family might be excluded from school events. It was a lot of pressure going and talking about something like this, which unfortunately, the mainstream doesn’t understand.

37:13 They think it’s a drug and it’s bad. And there’s a lot of reasons for that. But that is all about destroying the ego psychedelics. And we can talk about that later. But Graham said, and he’s had a lot of experience with psychedelics, he said the ego is important because Graham writes books.

37:26 OK. And to write a lot of books, you kind of have to have an ego. All right. Because your name’s on the on the book. And Jaco Willink talked about this in the US Navy SEALs.

37:36 There are no individuals. You are a team and it works because you’re a team. And now he’s out writing a book called Extreme Ownership with his name on it. And so for him, that was very difficult for him to come to raps with because now he’s talking about me, me, me. And let’s be honest, without an ego, you would die because you wouldn’t protect yourself.

37:53 You wouldn’t eat. You wouldn’t do anything. So at some point, you have to look out for yourself. And then at some point, you have to get over yourself and help other people. So for me, it’s this constant battle, almost like my battle of taking risk and not taking risk.

38:07 Ego is thinking about you and then not thinking about you. So for me, I got to think about me. I have to get my seven, eight hours of sleep. Right. I have to meditate in the morning.

38:16 I have to go and train for an hour and a half every day or every other day. I have to eat well. If I don’t do these things, I can’t do anything well. And then London Real suffers. My relationship suffers.

38:27 But you could argue that I shouldn’t take that 90 minutes during the day. I should be preparing for this interview or I should be going home and spending time with my family. Or I should sleep less so I can do more for the world. So at some point, you do have to think about you. But it’s a fine line.

38:42 And that’s why we’ve used psychedelics over the years. I think psychedelics are a great way to crush your ego and really give you a tough, tough, tough talking to. It’s almost like being scolded by your mom for like two hours, which might feel like 20 hours. And she’s just like, you know, what are you doing? As I say to people, when you go in for an ayahuasca ceremony, most likely we won’t be talking about your IPO.

39:05 Yeah, we’re going to be talking about you. And most likely it’s a lot of bad news. The way you’ve been treating people has been bad. The way you’ve been living your life has been bad because you’ve been thinking about you. And you should be thinking about other people, other people’s feelings, what you should be doing for the world, what your legacy is going to be.

39:20 Not from a personal standpoint, but what are you going to leave behind that’s great? And so, look, there’s no answer to this. But I think it’s OK to admit you have an ego and it’s OK to admit that, you know, I want to present a great image. You know, I’m proud of London Real. And when it’s not looked upon well, then I feel like I’m not looked upon well.

39:40 And I think that’s OK because the pride in myself makes the brand great, makes the experience great. I think that’s a healthy thing. Now, if I want to be out there all the time and I cut my guests off and London Real is all about Brian Rose and it’s Brian Rose, this. And I’m on the cover of the magazines and I’m doing all this stuff. And I forget about the members and the accelerator people.

39:58 I don’t care if they get good businesses and I don’t care if our guests give great messages. Then I hopefully someone will pull me aside and say, Brian, you’re being a douche. Stop it and let’s get back to what’s really important. And luckily I have people in this studio who continually tell me, Brian, what’s our why? As Luis was always saying, what’s our why?

40:20 Which is a nice way of saying you forgot your why. Right. And so I have people around me that hopefully in a nice way tell me that I’ve lost the way that we’re not focusing on the right things. And so I do I get lots of feedback. But at the same time, I have to leave this company and this movement with a vision.

40:38 And I know where I think it’s going. And the people from the early days, they think it’s something else. And everyone has in their own mind what London Real is. But I know what it is because London Real is a reflection of me and I am a reflection of London Real. And my life is London Real and London Real is my life.

40:55 And I’ve stopped a long time ago to try to separate the two. And so I have a vision of where we’re going. And some people disagree with it and some people don’t. But I just need to be reminded sometimes that it’s this and that it’s that. And I’m constantly going back and forth between those two things.

41:09 But I hope I kind of answer that question. Now, ego in other ways, I see it in lots of my guests. I see it in people like Dan Pena, who has a big ego and a lot of headstrong feelings about a lot of things. And sometimes that’s correct. And sometimes that’s not correct.

41:25 I’m not really one to judge people that sit in this chair. I find that most people that sit in this chair and I speak to him for 90 minutes are quite humble people. And even when you look at someone like Dan Pena, OK, and I both equally hate and I love Dan Pena. And people think I just say that as a throwaway line. But I hate him.

41:44 I mean, Dan Pena is to use one of his expressions and I normally won’t swear on the show. Dan is a cunt. He really is truly a cunt. And I also love Dan Pena very, very much. And if he died right now, I would be at his funeral and I would really, really mourn his passing because Dan has a wonderful amount of energy that he gives to the world and he has yet to give to the world.

42:07 I don’t think he always knows how to deliver it. But also, if you look at Dan, he is very selfish and egotistic and he’s got the car and the rolls and the castle and it’s about him and the 50 billion dollar man. But what does Dan do? He spends all of his time mentoring other people. You know, if he really was an egotistic bastard, he would just be building his companies and building as well.

42:27 But since 1993, he’s been literally dragging people across the goal line at his castle. And I’ve been in those rooms. It’s not all glamorous. You know, there’s people in the room that are really hard to try to help. So, you know, I think we all live this dichotomy of ego.

42:42 And I think pointing the finger at Dan or at me or someone else is saying there is an ego. If you look under the surface, a lot of times these people are doing things that are quite egoless. And so Dan, at one point, I hate him because of some things he does. But the other time, he really helps a lot of people. I mean, how many people are out there doing podcasts and answering questions and giving out free material and giving his book 100 million?

43:06 Like who? How many people are doing that? Not that many. So I think there’s lots of dichotomies when it comes to the ego. And most of the people I talk to here, you know, Portal, Dorian Yates, all the big guests don’t really have big egos.

43:19 You know, they’ve been humbled in life because life will humble you. And successful people have been humbled more than the other people because they’ve taken risks and they’ve had failure. So that’s my call on ego. And ego is the enemy, as Ryan Holiday would say. But it also is a wonderful force that can get you to do things.

43:36 So let’s switch it up a little bit and talk about business. OK. Talk to me. So recently, you went to the YouTube headquarters where you were in the room with some of the biggest YouTubers in the world who had millions of followers. And on the outside, you might say, well, they’re more accomplished than maybe London Real because they have 10 times more followers.

43:59 But look at you. You have a successful media company. You have multiple employees. You have multiple products, standard premium that are selling and everything is expanding. While other YouTubers, they’re just hustling to sell a T-shirt here and there.

44:15 So my question is, what do you know that we don’t? Well, look, it’s interesting. You know, first of all, I’m honored when I get asked to come to YouTube headquarters and be part of their Creator Academy. And I think it was like us and 20 other YouTubers in the room, which were the top YouTube subscriber counts in London. Between all of us, we had 13 million subscribers on YouTube, which is mind blowing.

44:39 And actually, YouTube is on a different floor that Google is on. And the Google employees were coming in and giving presentations to us. And some of them were, you know, they openly said, I’m intimidated to be in this room because I’m rarely around people that influence 13 million people. And again, these people have loyal followings. We have a loyal following, but some of these people have, you know, two and three million people that watch every vlog they do.

45:02 And so it’s great being in that room. And first of all, I a lot of people, you know, have religions. A lot of people pray to God’s. Some people even have little shrines in the morning. I wake up in the morning and I pray to YouTube.

45:15 All right. Because YouTube is this beautiful platform and medium. And without it, there really wouldn’t be a London Real because it has allowed us to scale our message in an amazing way. And I think if it wasn’t owned by Google, there would be so many frictions in there that would make it difficult. But right now, you know, our our our shows have been watched by over 50 million people in the world and probably listen to by another 20 million.

45:38 So like that’s that’s hard to fathom. And so I think iTunes as well. But YouTube more. And so that’s an amazing distribution platform. But coming back to that, I think the problem that YouTubers have and first of all, I love YouTubers.

45:52 I love Casey Neistat. I love anyone that honestly has the I won’t say it this way that has the balls to put themselves out on video and publish. OK. And that’s what we teach our academy members to do. That’s what we teach our business accelerator students to do.

46:06 Broadcast yourself. That’s where all the magic happens. Broadcast yourself. You know, and when you don’t, you live a life of recluse and introversion like Brian used to. OK. Where you would just go home and watch Mad Men and not interact with people.

46:20 But when you broadcast yourself, you put everything on the line, you take risk, you put yourself out there. And guess what happens? Ninety percent of the time you get amazing feedback. You meet amazing people and you find your tribe. So YouTubers are awesome.

46:33 The problem is is that most YouTubers are horrible business people. Just like musicians are horrible people, business people and ninety nine percent of the world are horrible business people. That’s why they need us. All right. And so what they do is they go on YouTube and what do they do?

46:46 They say, oh, there’s ads. Oh, I get fifty five percent of my revenues. YouTube takes the rest. Actually, don’t have a problem with that. YouTube earns it.

46:54 So they think that’s the only way I can run a business. So they wait on ads and they try to sell some T-shirts, like you said, and they they create content and they never think about building a business around their personalities, around their messages, around their why. And there’s a very famous TED speaker named Simon Sinek. He’s been a guest here in this chair. I was honored to speak with him.

47:15 And he has a talk called Start With Why. And the whole idea is that people buy in and fall in love with why you do what you do, not what you do. We produce videos every week that interview cool people. Is that why people are London realers? No, they do it.

47:30 Why we do it. Why? Because we’re trying to get inspired by these messages. We’re trying to find out what do these people do that makes them incredible. We’re trying to live lives of passion.

47:39 We’re trying to be healthier. We’re trying to be more spiritual. We’re trying to dissolve our ego and yet at the same time be great people. That’s why people love us. And you’ve got these YouTubers.

47:48 They love their why. Casey Neistat. He does daily vlogs. So do a countless number of other people. It’s Casey’s why.

47:55 How does he live his life in this abundance mindset where he’s open minded to everyone’s ideas. He’s super positive. That’s his why. But where is the business? So when I go to YouTube I get frustrated because these people they don’t understand they have options and they don’t understand they can build an entire brand around who they are.

48:14 Whereas what they end up doing is waiting for the next advertiser that they can push their product with their fans probably don’t even think they’re they’re really authentically supporting or they get a speaking gig or sell some T-shirts. And so it’s frustrating because I sit there in that room and I see the matrix and I’m like OK. YouTube is free product. Why don’t you have a product for prospects which is a low cost product. And then those people will then buy your core product which is a two to three thousand dollar product.

48:43 And then with all of that knowledge businesses will pay for your services your endorsements your knowledge and that’s your final you know product for corporates. And I see all this and I wish I could tell them that. And that’s what we’ve done here at London Real and the YouTubers they already have the free product. Everyone knows their name. So they already have a head a heads up on all of the companies I work with here in the roundabout all these tech companies.

49:08 They’re the opposite. They have the products but they don’t have the following. And so yeah that’s what I see when I go to YouTube and hopefully we’ll end up offering our business accelerator course to YouTube so they can have the other creators take those because we can turn these people into millionaires quickly based on what we teach our students. Which is basically using the same tools get a presence on multimedia. I believe every company these days is a media company first.

49:36 And if you look at great companies like Red Bull you know Red Bull doesn’t sell carbonated caffeinated drinks. They sell you a media experience that makes you feel great. They sell you snowboarding videos skateboarding videos those planes that fly around those obstacles. They do that. They also happen to have a drink.

49:53 And I think every company needs to look at themselves that way. So we teach people to build the media first to explain your why find your tribe find your thousand true fans as our recent guest Kevin Kelly would would say. And once that happens then the sky’s the limit. But if you don’t do that first I think you’re going to be going around competing on price trying to sell something that the other guy is selling and you’re in a price war to zero. And then there’s nothing special about you and I don’t think that’s a great way to do business.

50:22 So that’s what I see when I see youtubers and hopefully they’re kind of open their minds but I don’t know if they will you know it really takes some some tuition and some thought to see through the matrix of an advertising revenue model. But I love YouTube and I love youtubers as well. Although you know we do something very different on YouTube. You know we provide long form content on YouTube. There’s no one really like us on YouTube because you know our videos are watched for very long periods of time and we have a very different relationship with youtubers.

50:52 Than most people do which are just short bits of content. Nice. Let’s talk about behind the scenes at the London Real Company. OK. So every morning we have a stand up meeting. Yes exactly at 930.

51:10 We’re at the stand up meeting. You know everybody has to say we’re standing in a circle and everybody says what are we going to do that day. What are we grateful for. And one affirmation for the day. Why are we doing this.

51:24 Great question. One of the biggest things I’ve learned over the past two years is how to be a manager. And I never learned how to do that in my life. And when I was in the city as a credit derivatives broker at ICAT for 10 years a lot of times I was pushed to run desks. You know I have five guys 10 guys report to me but I never wanted to.

51:45 And I was making plenty of money on my own with my big accounts and I didn’t want to deal with other hassles. And I went to business school at this loan school of business and I was taught some management techniques but I never actually got into a management role. And because of finance in the city you could actually do very well without being in management. Most companies you had to be in management to make a lot of money. So London Real was my first experience being a manager.

52:06 And quite honestly I was a bad one. All right. And so I’ve learned a lot in the last two years how to be a manager. And quite honestly I’m still learning. And it’s very very difficult to be a manager.

52:17 And it’s not what you think. A good manager or a good CEO contrary to what some people think around here doesn’t bark orders at people. Doesn’t tell people what to do. They actually got to do a lot more listening. They have to actually try to motivate. They have to try to empower and they have to get people excited to be part of the project.

52:36 And I’ve learned this from a lot of people on the show. But if anyone taught me more than anyone else it’s Jocko Willink the U.S. Navy SEAL who has his book Extreme Ownership. And Jocko said it perfectly. He said, Brian you think because I have a squad of Navy SEALs that these guys are these trained robots that are the best of the best.

52:56 That are going to go in and do whatever I say and kill all the bad guys. He said it’s actually quite the contrary. All of these high performance guys have their own egos and they all want to do it the way they want to do it. So in order to get them to do anything I have to sell them on this and I have to constantly manage them to where they want to do these things. And he said the same thing when he goes and consults at companies. He says to these CEOs guess what you pay your employees don’t you.

53:22 Yeah I do. You pay them a lot. Yeah I do. Do they do what you say. No they don’t. Exactly.

53:28 So paying them or having them report to you in the military doesn’t mean anything. You have to get into their heads. You have to cajole them convince them sell them every day for a reason to do the job that you want them to do. And again that could find me in finding a way that they feel fulfilled empowered all of these things. And so for me being a manager has been the most humbling thing.

53:50 And quite honestly it means that I had to step my own game up. You know I had to be more accountable to myself. I had to be the first one in the door in the morning. I have to be try to be the first one to leave. I had to be the one that’s here on Saturdays and on Sundays. I have to be the one that that works hard in the face of fear.

54:06 I had to be the one that’s always ready. I had to be the one that interviews a guest when I’m in a bad mood. I had to be the one that’s constantly performing because I have to lead people and show them how we do things around here. And so for me it’s been a big learning experience. But the stand up meeting was my way of realizing that I needed to communicate more with this organization.

54:25 And I came from a place in the city where my competitive advantage was the lack of information I would give. And that’s why the financial industry is going through such a hard time right now because the Internet brings transparency. And normally you know what the price of something is and no one else does. Which means you can make a lot of money. And if you keep it zipped then you can make more money.

54:47 So I had this constant thing to not divulge information. Now one of my affirmations is every morning. I constantly over communicate my plans to the team. I say that out loud every day on the way to the tube. So in the morning meeting what I try to do is tell everybody what’s going on.

55:03 And that means the video guys know what’s going on with our corporate clients. Now do they need to know. I don’t know. Maybe they don’t even want to know. But I think it’s important that they know.

55:12 Especially because everybody here has ideas and a lot of times they’ll come up with a great idea. And it’s true. You know I didn’t know that Luis actually has a background in doing videos for corporates. And boom all of a sudden his IP comes out and helps us in a huge way when we’re doing these shoots. So what I try to do in those morning meetings is get all the information out there.

55:32 So we all know what everyone’s doing. Also I like to start with kind of a gratitude journal thing. So I say what am I grateful for. What’s one of my affirmations. And what’s one thing I want to get done today.

55:43 And so that way everybody talks about one thing they want to get done. It also makes sure everybody has empathy with what everyone else is doing. You’re like oh my God the video guys work really hard. They got to produce these videos. And the video guys are like oh my gosh. Zuri’s working on social. He’s working on products for the academy.

55:59 OK. Brian what does Brian actually do. He just sit around back there. Oh no. He’s got doing this. He’s going to a meeting.

56:04 He’s going to that. What is Julian do. Julian is working on all the email plumbing. He’s making sure all the academy students and the accelerator students are happy that they’re getting their modules. All that stuff. So everybody knows what everyone’s doing. And I think it’s been really important.

56:18 Also I think it’s important to start at nine thirty. You know people think because we’re London Real sometimes that like I don’t know everything is cool and relaxed. You know there’s only one way to produce quality product. And that means that everybody brings their A game every day. So everyone’s here for that meeting at nine thirty sharp. Everybody shows up. Everybody comes in every day and performs.

56:37 People don’t leave early. People don’t have excuses. We all work hard. And I think that’s really important for the team. And I think we have an amazing team. Honestly I’m so honored and grateful for the team we have here.

56:48 And you must have a team to scale your message. My dad told me this one time he said Brian the most work that one person can do is the amount of work for two people. As we said to me one time and I was like yeah you’re right. Even when I do all nighters all I can do is the work of two people. If you have a team of five or ten people honestly they can do the work of 50 people.

57:10 And so you have to get other people along the ride. What’s that expression that old African proverb. If you want to go fast go alone. If you want to go far go together. And that’s what we’re doing here in London Real.

57:22 We are building a vision a dream a movement for the next 50 years until I die. Right. And so if it can take a little bit longer that’s OK but we’re going to go far and we’re going to do it with this incredible team. So honestly I’m learning how to manage but I’m embracing it. And I think that’s one of the biggest things I learned when I came back from the castle for Dampania.

57:43 I was just like you know what it’s time I step it up and honestly I stepped it up with myself first. And that TED talk was my vision for the future. And I think as soon as people saw that TED talk then they started coming on board. And then we started hiring people. Again it starts from the top. I have to have the vision.

58:00 And again I’ll say every leader has to do three things especially if you’re the leader of a company. You have to have a North Star. You have to have a vision. You have to hire. You have to constantly be hiring and finding the right team. And thirdly you have to not run out of money.

58:15 Those are your three jobs rinse and repeat. Always go back to the rest. You don’t have anything else to worry about. That’s it. And you have to go back to your why. Are you doing the right why.

58:24 Where are we going next. Are you have the right people. If you have the wrong people it’s your job to get rid of them. Again extreme ownership. If the team isn’t right empower them. Convince them. Help them. If it’s not working get rid of them.

58:37 It’s your fault. Next don’t run out of money. You have to make sure the beast feeds itself. Because if that happens then everything’s over. And that’s all I have to do. So if I can do those jobs right.

58:49 If any person can do those jobs right then hopefully we get somewhere. So yeah that’s what the stand up meetings are about. I encourage everybody to do them. And then on Friday we’re going to have our brainstorming session too. I think it’s important to everybody just throws ideas. We do it stand up so they don’t go long.

59:03 Nothing’s worse than a meeting where everybody just talks a bunch of nonsense. A lot of and I’ve been in corporations where meetings all they are is for people to look good. I hate that. You stand up would mean it’s short. Everyone’s brief. And then we move on.

59:16 Nice. That’s the stand up. And I’m still learning. You mentioned your dad. Yes. So we were in Barcelona not so long ago.

59:26 And in general I noticed you almost never talk about the way you grew up or your parents. But for a moment you told me a little story about how your parents and your grandparents worked on a farm and the way they fought their mentality. Can you maybe talk a little bit about that and maybe how did that impact your life and has it impacted your life. Sure. No definitely. So you you whittled me down in Barcelona over a couple of days and I thought I’d divulge.

59:54 It’s what I do in the interview. Yeah. I whittle them down for the first hour and then the good stuff comes later. So look as a father now and my son Caden is almost four months old. I think it’s just turned four months on the twenty fifth.

1:00:07 You know it makes me think more about parenting and fatherhood and everything. So I’m thinking what are the what are the messages he’s getting from me. And I think what are the messages he’s getting from me that are uncommunicated. And so I always think about my father and my grandparents and what are the messages that I got that were uncommunicated. Let’s be honest. Ninety nine percent of the parenting you get is just what you see right and what you observe and sometimes what you don’t observe.

1:00:31 And so I remember I interviewed my dad and I actually did it at the Chateau Marmont Hotel. Not to name drop but I was there in Hollywood. And this is before London Real started and I was out there in L.A. and my dad came up to see me from San Diego. And we decided to go to Caltech which is where he went to school and it’s one of the best almost as good as MIT.

1:00:52 They’re like rival schools on east and west coast. He went there for electrical engineering. Some of the smartest people in the world went to Caltech. The founders of Intel went there. Guys from the jet propulsion laboratory that put rockets on the moon etc. went there.

1:01:06 And so he went there and I interviewed him in the suite at the Chateau Marmont. And this is actually probably the first London Real episode. Although I interviewed my grandpa when I was 10 years old and that probably was the first London Real episode actually. And I will post that on YouTube. And so actually I walked around Caltech with my dad as well and we filmed it. Mariana filmed it.

1:01:27 So this was actually the first moving conversation as well. And I put that in the interview. And at one point I asked my dad. Because he was a farm boy in Arizona. Super smart. And he went to Caltech.

1:01:40 And his first freshman year at Caltech he got all D’s. D in math. D in D in D. After his whole high school he was the smartest kid in the class. Taking them apart. Transistor radios. Building brains in his bedroom. All that stuff.

1:01:52 Got D’s. And I said dad. I put again empathy. What does it feel like as a 19 year old kid? You’re away from your parents. You’re at this school full of these brainiacs. And I’ve been there before at MIT.

1:02:04 And all of a sudden you’re horrible. You suck. And I said dad, did you ever think about quitting? And he said never. And I was like why?

1:02:14 And my dad said on the farm if you quit you die. And he’s like there’s no quit. It makes me almost getting emotional. And what he meant was this. When my grandpa he was in Oklahoma and he went west. Right.

1:02:29 And all he had was nothing in his pocket and some land he could get. And he had to work that land to live. And so you can’t quit. Or literally you starve and you die. And so being out on the farm is like that’s real talk. You know. More than this.

1:02:44 And you’re out there for a year with these crops. And I saw my grandpa. My grandpa had no toes on his right foot. OK. Because they got chopped off by a windmill.

1:02:54 When he was doing barley one day. Chopped off. I think there was no hospital anywhere near it. No painkillers. It was like I don’t know. They drove him like 12 hours before they could even do anything.

1:03:04 He never said anything about it. Right. He would never even show us his toes. He always had like a sock that was flopped over. Like that’s the kind of guy he was.

1:03:11 And he would work these fields. And there’s no quit. And if it rains or suns or shines and you have to dig these things up at the end of the year. And if you don’t have enough food to feed your family you die. And so my dad was taught as a kid like there’s no quit.

1:03:25 You get up every morning you work those fields because there’s no other option. There’s no unemployment. There’s no you know there’s no nothing. And so I realized that I got this message as a kid. You know. And in my dad there’s no quit.

1:03:39 And so there’s no complaining. And so my both of my grandpas one was a farmer. One was a cattle rancher. They never complained. Never talked about a boss that did this.

1:03:49 No one ever screwed them over. They never complained anything. They just woke up in the morning. They worked hard. And they made it happen. And that was it. And so my dad’s saying that made me really realize really what my character’s all about because I was around them as a kid. And so again it wasn’t I was never told not to quit. I was never told to work hard.

1:04:09 I just saw them do it. And I saw them never do the opposite. And so that was like a big lesson I learned from my dad. And again my dad’s one of the most incredible people ever. But he never had to say Brian you never quit. Brian la la he just is my dad. And he leads by example.

1:04:24 And so I think how am I going to teach my son Cayden by example. You know I’m probably on the other end. I’m probably going to be like, Cayden you got to do this. But hopefully he’ll see something in me and his grandparents that shows him this is how we live. You know we come from hard times. We come from one where you had to make make things happen on your own.

1:04:45 You were never given anything. The land was there. Are you going to do it or you’re not. Are you going to complain. What’s the excuse on a farm. There’s no excuse. You got to make it happen. And so yeah that’s something I learned from my dad. And I think it’s in me even though I look like a California boy or a guy in a suit here in London or a banker. But I think deep down inside me my rose roots and my Benedict roots kind of taught me that there’s I don’t know some some some deep meaning in those family ties. So yeah. So is that a reason why you why you left the farm. Was it maybe too hard. And did you want to leave it. So my dad moved to the to the California to go to Caltech. And so I grew up in San Diego. So I didn’t grow up anywhere near a farm. I would visit in the summer and I was the city kid who was scared of the horse.

1:05:33 Right. And my cousins were like why are you scared of a horse. I’m like because they’re big and they could kick you in the head. So like and like same with cows. I was like what’s that cow.

1:05:40 But I could see kind of what the living was like. But I was never I was never that farm guy. What I did know is I wanted to get the heck out of San Diego. And I think a lot of kids feel that way is that they want to get the hell out of their circumstances as soon as possible. And so for me I was like I got to get out of this town and Boston was as far away as you could get in San Diego. It was a six hour flight. And I was like I want to go all the way over there where there’s an urban environment where they have subways where they have things happen in weather.

1:06:08 And there was a school there that could really push me. So like that’s why I went there. But I still think there’s just some of those like middle America deep values in there some somewhere. But again no one taught me that. And my mom was the same way. You know just hardworking goal setting people and I guess entrepreneurial you know cattlemen farmer you know they were really entrepreneurs running their own businesses their whole lives. And I think that was kind of instilled in me. So I’m very fortunate. All right. Yeah. So you’re going to Boston you get the MIT degree. Yeah. But you decide to go to Wall Street. Yeah. Why.

1:06:46 Great question. First of all going to MIT was just one of the greatest things that ever happened to me a lot in my life. I feel so honored to have gone there. And like it’s hard for me to say this but every single day I was there there’s there’s the opening to MIT. It’s on it’s on Massachusetts Avenue. I think it’s 77 Massachusetts Avenue and it’s this big big neoclassic building. It’s got columns and everything. It was built in like 1861 which for America might as well be you know 661. And it’s this beautiful building right. It’s called lobby 7 and it’s got this big lobby there and it’s quite you know impressive. And I walk through that door every day and every night when I would go study till 2 or 3 in the morning and I’d look up at the top and I’d just be like wow. And I walked down the hallways and I’d see these famous scientists and Nobel Prize winners all on the wall and statues of them and I’d just be like holy Christ like these are people these are OG gangsters you know like people that built industries that came up with concepts and I just like every day even towards the end where I was just sick and tired of going university I was like man it’s an honor to be here and I felt like that and I still feel a lot of you know I feel it’s a special place. So like that was amazing going there and again I was with some of the smartest guys in the world and I know how my dad felt because I was there and I saw guys lose it

1:08:04 I saw guys break down because you basically take the smartest guys in the world and in America and you stick them all there and guess what happens some guys are going to get A’s and B’s and C’s and D’s and F’s and I saw guys in my fraternity fail out I mean these are guys that are 20 years old that got sent back home because they couldn’t make the grades I mean these guys became bike messengers and stuff and some of them made it and did great but it’s like it’s hard man and this is hard this is when your future goes downhill and so you know I worked hard and one of the big things I did was my first semester where we had grades was my sophomore year I just I just started working hard and you know what one of my good buddies his name is Hank Sautel he was an aeronautical major aeronautical engineer he said it’s a game and it is a game life is a game and studying at a university is a game and you got to know what to do you got to know to go to school you have to be disciplined I was in a fraternity with 50 guys with a keg on tap at all times with girls around with a pool table with a foosball table with a kitchen you could I knew guys that didn’t go to class for six weeks they would stay in that house because there’s always something to do always someone to screw around with you had to have discipline you had to be like nope I’m not drinking tonight I’m not partying with you I’m going to the library

1:09:17 And I’m going to study I’m going to study I’m going to take my exams so I knew how to play that game and discipline myself so that first semester I I managed somehow out of these four classes I took I managed to get an A in every single course and I blew my mind and I remember like six weeks in I did okay with this exam I did okay and I was like holy I can do this you can get straight A’s and at MIT you get a 5.0 for an A not a 4.0 so 5.0 was the grade point average I was going for and man everything was like and it was just like keeping all these plates went it’s like London running London Real they got to have the accelerator you got to have the good guess you got to have the good team you got to have all these things and you can’t let one drop and I was just like and all my friends were like Brian you’re gonna get the 5.0 you’re gonna get the 5.0 and there was one guy who said Brian you know Mustang had a 5.0 v8 engine and had said 5.0 on the side he’s like Brian we’re gonna get you a necklace that says 5.0 you’re gonna hang it around right it’s 90 this is 1990 right with all the rappers and he’s like yo 5.0 Brian they’d yell it across the place right so that was my big thing but I got that in my first semester right that there were grades and so once that happened I was like I can compete with the very best in the world and I can get straight A’s and honestly once that happened it just anchored me

1:10:31 So the rest of my life whenever I was in an intimidating situation whenever I was on a trading floor on Wall Street with 300 guys that probably each one of them made four million dollars last year and they are nasty and they are yelling and they’re pushing and they’re like I’m gonna get in your face Brian and I’m gonna get this trade and you’re not gonna get them well whenever I’m in these situations I always think wait a second I competed with the best in the world and I won so nothing can faze me and so like it’s just a good way to just anchor my confidence and so MIT taught me that it was great I loved it the fraternity also taught me a lot about how to deal with men how to live with men how how you work with social dynamics that was really really important I treasure those times that I spent with those guys and I think that’s not taught very often you know what happens when you screw up you know how do you go pull a guy aside and and you have a talk with him just between you two you don’t say it in front of the group how do you know when you apologize to someone and you go and you knock on his door and you’re like you know I was drunk last night and I said something and that was wrong and you know all these little things they don’t teach you in school so I learned a lot there but back to your question I was a science guy in school like you see me now I look social I dress in school I was the nerdy

1:11:41 Kid right I was a science cat I took AP classes which means there were college credit in high school and I was like the science fair guy I won the California state science fair when I was like 11 where I came in second or something so I was always a science guy went to MIT engineering I loved engineering I always used to work on my 68 Mustang I could you know change the engine on that car I love mechanical engineering computer science I didn’t love it electrical engineering super complicated I didn’t love it that was my dad’s thing transistors capacitors resistors couldn’t figure it out the internet didn’t exist when I went to school mechanical engineering was what I wanted to do started learning started learning I got a job at Ford Motor Company when I was 18 years old I went to work for the company that built my dream car right it was a dream job I was even worried about having a drink because they were going to give me a drug test and I wasn’t even allowed to drink legally in America so I didn’t drink the night before my interview even though they put me up at a hotel and I had dinner and I was like no wine for me and so that’s what I did and it was awesome but I was with this I was in this building with like 10,000 engineers and I was working on like an emissions device for a Crown Victoria car that was coming out in six years and at the time that would have been like 1996 which sounded like the future right

1:12:55 And I was like wow and I was driving these cars around we could drive any car we want the supercharged Thunderbird and I was driving around and it was so cool and you know it was awesome but then I looked at these engineers and I was like what do you do with your life you know they’re 40 years old they make $43,000 a year they’re living in Michigan they get a company car and I was like I don’t want to be that guy so I spent one summer there I spent one summer at a place called the aerospace corporation working on the Galileo space probe and after that I was like I don’t want to end up like these guys man that’s not who I want to be and then I saw the movie wall street and look I always loved money as a kid I was a little entrepreneur as a kid I used to sell candy on the bus and I had profit margins and I was all about the business and that’s why my grandpa grandpa Benedict my mother’s father he was this horse trader and he was a rancher and he was always buying horses and selling horses and he was a businessman and he used to love me because I was the same way so I was always into that but once I saw wall street and started learning about stocks and bonds man I was hooked and once I started doing that I loved it I still remember when I understood how a call and a put option worked I was on the chalkboard in some MIT room at like three in the morning where we would be and I would have like a big can of

1:14:10 Like diet soda and like a subway sandwich and we’d be working all night long and doing on the chalkboards and I figured out how a call option worked and it was like whoa and so I started taking classes at the Sloan School of Management and I could take finance courses with all the graduates with all the MBA students and they would let me in there I was this 20 year old kid and I would go in there and I would smoke them all on grades because I was like had all the math and stuff like that and so after I got the bug I wanted to work on wall street and so that was it I was just fixated and so I was just interviewing interviewing trying to get a job and I interviewed and I put my suit on and I flew to New York and I looked at all the big buildings and I was like oh my god and I went in and the guys were really hard and I remember I had a pair of um braces or suspenders as you say in America and I like put them on and I was like I’m gonna wear my braces to the interview right and this guy came in and he was just like tough guy trader guy worked for first Boston you know big company time and he’s like why do you want to work here what do you know about bond market and I was just like well I don’t know stocks I know how to try yelling at me right and so like and I was just like and then finally he was just like he’s like and what are you wearing and I was like these are my suspenders right and he’s like I don’t know who you think you are he’s like that might work with those

1:15:22 Equity guys these are the guys that trade stocks he’s like but that won’t play here on the fixed income floor and I was just like I hadn’t even got the job yet and I was just like and then that was my first experience with the wall street trader right they’re just all about intimidation badasses moving risk talking a bit tough and I loved it and I loved it and so I just started interviewing I interviewed I got a job I got an offer as an investment banker but I thought that was too boring I wanted to be a trader and I got a job at Bankers Trust and I was on the trading floor with 300 guys they gave me black phones I was on the phones to the exchanges and I was I was rocking a roll in 22 years old in Manhattan it was just exciting so that’s why I went there they were looking for rocket scientists to price all their complicated derivative structures so they went to MIT because we were good in math good in engineering get one of those guys on the desk and they’re going to be good traders that’s why they wanted me and I wanted something where I could make a lot of money be like Gordon Gekko and I guess when I look at it now I wanted to scale you know like London Real I wanted to do something that scales and on wall street you make good decisions you know you can be making millions in for motor company I made great decisions about the the crown Victoria you know I get like a nice car that year there’s no bonuses

1:16:36 There’s no this so maybe I wanted risk you know maybe I wanted to be at a place where you know what I did could really make a difference and for me it was wall street and honestly if you look back for Dan Pena it was oil and these days or 10 years ago it was um startups Silicon Valley and I think every 10 years there’s an industry where young aggressive men and women go to because they know that’s where the action is and that’s where they can get rich that way that’s where they can do big things and um you know John F Kennedy the president this famously asked one time why did you become president they asked that you know what he said for all the things that canadies do which are great and altruistic he said because that’s where the action is and so that’s where I thought the action was and that’s why I went there and yeah sold myself out to wall street but I don’t regret it it was awesome and yeah I had a great time so where are things you learn from banking and you’re still applying in your life today I mean look when I left banking to start London Real I had nothing good to say about banking if you watch the first two years London Real I think I’m slamming it all the time greedy bankers doing jobs that they don’t like etc etc and some of that’s true you know there is a huge component of greed and making a lot of money and a lot of money to you is not a lot of money to them and it’s just all about trying to rip as

1:17:57 Much money out of everyone as fast as possible that’s the culture I grew up in um and I get it and that’s okay and so that mentality I don’t know if that’s the best thing also I think people don’t really love what they do I think they go into it to make a lot of money some people love it some don’t um but look I learned a lot of things I learned you show up on time I learned as a trader you better know what your book is you better know your risk you better do your homework you better stay calm there’s so many reasons to panic also you have to know when to cut your risk when the market’s going down the tubes and you are owning bonds or owning stocks you can’t sit there and hope that it goes up tomorrow you got to cut your losses and I’d say most people don’t even understand how to do that cut losses sell something at a loss admit that you just screwed up and take a hit now as opposed to taking a bigger hit later so I learned how to do that I learned also how to just be calm under pressure a lot of people get crazy under pressure I’m just like okay what’s the decision to make okay what’s the outcome we want this okay let’s make a decision make a decision don’t get emotional about it it’s already happened so I try to do that now um and then just working for a corporation you know showing up being part of a team doing your work being ready I think I learned a lot you know from that and thinking big too you know why can’t you sit down at a desk

1:19:15 And make a million dollars this year why can’t you make a hundred million why not make 200 million the sky is the limit for your imagination so when you go into a business why limit yourself you know I mean London Real is doing well as a business here but this is like pennies compared to the money in banking so for me like we’re not even getting warmed up here I think we can go much bigger whereas a lot of people if you were just a startup you might be like oh wow this is pretty good here you know well maybe we should cool it down a little bit I don’t know I don’t think that’s true so it taught me to think big um so that’s good it also taught me take care of your customers you know in London I had clients for 10 years I was a credit derivatives broker I built relationships with over time and I’ll tell you this one thing and I teach this on the accelerator course sell yourself that’s what you sell first you sell yourself afterwards you sell your product and that’s what every great salesperson does you sell yourself I do business with you I do business with Alexander Ziri I do business with your company I buy your products but you’re the one I trust you’re the one I need integrity and so when I was in the city you’re with Brian Rose yeah I sell myself I’m the guy you trust I’m the guy that gives you the information I’m the guy that takes care of you on the other end of that phone when you don’t know what’s going on in that trading for I’m the one that keeps you plugged in

1:20:32 And I do it year after year after year after year and I’m the one that knows your kids names I’m the one that’s there when your wife divorces you I’m the one that’s always there for you I build these relationships over time and that’s the way I treat our clients here at London Real that’s the way I treat bulletproof that’s why I treat relationships we have like Pena and Edo I try to cultivate these relationships so I learned that as well so you were just talking about like if you think big you could have maybe made a hundred million or two hundred million and I think a lot of people who are watching is like Brian why did you leave that sounds pretty good you know like you talk about you talk all excited about this yeah let’s make all this money but it was very exciting but still you decided not to go that route so you kind of switched what happened why did you do that I did and look there’s a lot of money there not everybody makes that kind of money but like I got a couple buddies in New York that you know when I was making big money they were making 10x that and I’d be and they’d be like they’d be flying private jets everywhere you know that’s the kind of money they were making and they’d be complaining about their private jet one of my guys complained that his jet couldn’t make it from like the west coast of the east coast without refueling and he was mad right it’s uh you know and so so and he had to step up his

1:21:42 Jet game you know and he was spending like seven or eighty grand on the jet on a flight you know that kind of thing so it was always so the first of all there’s always someone making more money than you on wall street and so like it’s always humbling in a weird way you never feel like I’m the man so maybe that’s kind of good but look um money will only get you so far okay and I wasn’t making hundreds of millions okay uh money will only get you so far and the problem is is that that money isn’t the answer um and yet I thought for the longest time it was you know and I really I really thought it was the American dream was you make the money you’re going to be happy uh we’re all taught that you grow up and you’re a movie star and you’re happy but just none of that is true none of that stuff is true and life is really subtle the lessons that it teaches you and it just took me a long time to figure that out and I was I literally watched how my bank account was getting zeros added to it and yet every quarter I didn’t feel any better and I was like how does this work this is going up and I feel lousier than last quarter so what’s going on and the problem with me is I’m so determined and so dogged that I probably ran that out four years longer than anybody else would right until my subconscious finally was like Brian this is you hate this you got to stop this and so then when I started meditating I think something happened where my brain connected with my heart

1:22:58 And I was just like I hate this I got to stop doing this so um so yeah I mean that’s why I left uh and I know people that are still there that are chasing that money and it’s hard to walk away it’s a lot of money and some people have houses and cars and ex-wives they have to pay for and it’s amazing how fast you can spend a million pounds a year and it just goes and you need another million another million you can’t leave and I don’t know anybody that really did what I did and so you know you have to be really sick of it or take some courage also I didn’t have any big liabilities you know I never really spent all my money I did when I was younger and I didn’t have any money then I spent all my money once I started making some money in my 30s I actually never really spent it I never bought a Lamborghini I never bought a flashy car sure I spent money on vacations and I threw money around but I never bought like these big possessions so um I had some money to then invest in London Real nice let’s go to some uh questions yes from online um based on the wisdom from all your guests what is your definition of a good and meaningful life hmm a good and meaningful life again I think the lessons in life are under the surface and they’re really subtle so if you look at what do you look at when you go out in the world you look at newspapers you look at television what do you see look at a music video I always love watching MTV which I don’t watch anymore but when I go to the Turkish barber he’s

1:24:20 Got MTV there and I get it for 30 minutes and I’m like how can you watch this all day because all you see is bling you see cars you see jewels you see girls and so to me that’s a feedback loop on what we’re telling everybody in the world that life is all about right so it’s all about how big is your bling how pretty are you where are the great things you’re doing like that’s the most important thing right but that’s the least important thing and so you got to look past you know you got to look past what’s really going on maybe even close your eyes and look through the matrix and and find out what’s really important you know and if you look at the guests that I’ve had in this chair that are leaving leading meaningful lives or look at me if I’m leading a meaningful life now and I think I’m leading the most meaningful life I’ve ever lived now 45 years old than I’ve ever lived by far and it’s because why that there’s a big ego component here and it’s Brian Rose and I’m here doing this stuff and London Real is a big thing at the deep core of it what am I doing I’m I’m being of service I’m like giving back and like as much as the things that we do here and the products we sell there are still 50 million people out there that have watched a video that changed their lives you know and so we we change people’s lives for the better the hundred people on this business accelerator we’re already changing their

1:25:39 Lives they’re pumped to be part of this program they’re doing things they’ve never done before and it’s the first week so we’re like constantly giving service back and I love this time because we’re doing that and so I think the whole thing better to give than receive like all these things we’ve heard just being of service and contributing back to this organism that is humanity that we think is seven billion separate things it’s actually one big thing and if we can realize that actually there’s this human component that we need to give back to and whether that means that you help other children out or you help other people out or you try to give something back to the world that’s where a meaningful life comes from and yet on the other hand we’re taught by all of our mainstream media that it’s not that it’s all about you it’s all about your money it’s all about your jet it’s all about your instagram photo with your ads or your what or your what or your what and so you have to fight that message all the time and so when I see you know Brad and Angelina broke up and it’s on the front page I’m like now I’m conditioned like gross why are we looking at that why are we talking about two other people shouldn’t we be talking about our vision for the future shouldn’t we be talking about us as humans getting to a better place and to like not be killing each other and to like not be becoming addicted to drugs and not be more violent and to

1:26:56 Calm ourselves shouldn’t we be talking about ideas why are we talking about people you know and so that’s why when I get together with good friends of mine we don’t talk about money we don’t talk about people we talk about ideas we talk about how to be better people we talk about what we’re doing to grow businesses and things and so I think we got to be having those conversations as people and I think that’s what makes a meaningful life and yet it’s hard to remember that sometime and I get focused on the numbers I get focused on revenue numbers and capital for London Real but my affirmation every morning is I will be judged by the value I give to other people’s lives the metric I have is the number of people I’ve changed in a positive way that’s what I say every morning to myself even I have to say it to myself right because I forget and so I think if we try to remember that ultimately you have to give back and we’re like ants in a colony I think we’re all running around that we don’t realize that in fact we’re all really supposed to build this this colony up and so again it’s a hard message to understand but I think when you have kids I think when you take psychedelics you realize that there’s more going on here that there’s this greater consciousness something more important than just you today and it feels good man when I go out and meet people like I love going to social events now as an introvert

1:28:11 Do you know why because usually a few people come up to me and they don’t say Brian I love that movie you’re in when you shot that guy that was cool they don’t say Brian you’re so great from everything you’ve done they say Brian and when you interviewed that guy on the show I love that man that changed my life and I built my business that’s why I love being social these days and so I don’t know we must be doing something right because my life is getting better every year and and again that was my metric that I didn’t shut London Real down four years ago three years ago two years ago one year ago because it sure as hell wasn’t making any money all my friends thought I was insane I was in here alone broadcasting right and I had and I just looked in the mirror every year and I was like Brian is your life better this year or worse and it was always much better I finally have friends I have these great relationships I’m becoming a better person I’m becoming more aware and more spiritual are we going to keep doing the show yes so that was me choosing money I was choosing value over money you know I was choosing something else so I’m so glad I made those choices big answer right sorry giving you a lot of big answers aren’t it big answers I’m fired up today it’s cool yeah it’s also it’s very nice to hear that contrast from you like you’re really opening up like just before you said like I loved Wall Street you know I saw that

1:29:28 I saw that movie I wanted that money and then you went places that a lot of people don’t go to like how you say like you made the money like you said like but it’s not going up a lot of people don’t experience that and you actually had your life lesson and now it’s all about giving back so you have a very it’s very interesting to hear those contrasting principles because nobody like everybody wants to put a stamp on everybody oh this person is like this this person is like this oh let’s put a stamp who are you but it’s very interesting like you talk about you know like you have a lot of facets and that’s just who you are is everybody has facets and like I’ll go back to Jocko Willink again I’m a big Jocko fan I listen to his podcast every every week but Jocko talks about the dichotomy of leadership so you have to be close to your men but not too close you know you have to listen to your men but then you have to tell them what what you have to do you know you have to be tactically aware but always be strategic and so like I have a dichotomy to myself so I love making money I love making money yeah love it but like I also love giving back and like also doing a show that’s just about this goodness that we’re giving to people and like I have crazy dichotomies going on with me all the time you know one point I’m this and the other part I’m like this and so like on one part I’m like crazy wall streeter and on the other part

1:30:43 I’m like the ayahuasca shaman where I’m just like okay why don’t you give that person a hug and why don’t we not fight with that person and why do we who they and then like a guest on air has a bigger show than me great you know someone else has a bigger podcast than us great let’s have them on our show why are we fighting with them why are we competing with them so yeah I’ve tried not to compete you know one of my my guys that I look up to a lot is ice tea you know a great rapper and we’re gonna have them on the show at some point but he used to say in the gym he’s like don’t look at the left of the guy or the right to the guy because there’s always a guy at the gym that’s lifting more than you that’s got a better body blah blah blah there’s always someone out there in business who’s making more money than you who’s got more YouTube subscribers focus on yourself you know focus on yourself you know what can you do that day how are you doing are you getting better are you getting stronger is your business growing you know focus on yourself so um yeah again lots of I think everybody has lots of facets and and dichotomies let’s do something fun all right this is fun I’m gonna mention some guests and I want you to answer me one word or one sentence what do you think of them okay I’m gonna try to say nice words you know portal inspiring can I can I go on a little bit no okay joco willing one word give me a sentence too um I mean I could say inspiring again but that’s no good um

1:32:13 Um joco is a a deeply uh nuanced and fascinating guy you know okay Mimi icon Mimi is so um she’s she’s so vulnerable and yet very tough Elliot Hulse so in tune with his emotions Gary V Gary V is selflessly selfish nice Tim Ferriss Tim Ferriss is optimized Robert Greene Robert Greene is one of the kindest gentlest men I’ve ever met and not what you would think he is he’s not conniving you with the 48 laws either that or he’s doing a wonderful job on me Michael Venom Page MVP is a true martial artist to his core and if you’re a martial artist you know what I’m talking about someone who channels the outward violence of martial arts into a spiritual level and a true martial arts treats people the way people should be treated so long sentence yeah Chris Eubank Chris Eubank is a showman Dorian Yates Dorian Yates is a spiritual deeply spiritual man uh deeply spiritual man yeah Dampania Dampania is a cunt ha ha ha Dampania is a cunt and a uh and we are and he is a treasure he is a he is a treasure and we and we should treasure him because he’s not going to be alive forever although he’s probably going to outlive me but uh we should treasure him we really you’re uh you’re getting on his wall of fame pretty soon so I’ve heard uh there’s a rumor that I will be the uh the fastest person to ever appear on the wall of fame uh how’s that make you from the castle seminar uh I don’t know how it makes me feel um again I could do a whole episode about how I feel about Dampania

1:34:36 Um you know when I first met Dampania I was very unimpressed with who he was I you know he lived in a castle and the billions and I just wasn’t impressed um but I found from the very beginning that he was a very generous guy you know and he was always wanting to help me and he’s he’s he’s again dichotomy you know he can be extremely generous and also extremely abrasive uh at the same time and so but you know um I spent time with Dan and you know when I was at his castle I had a realization and I don’t know why it happened it’s not really anything Dan said and Dan didn’t tell me to do anything but I had a realization that I needed to step my game up and Dan facilitated that realization just like many London Real episodes facilitate people to do the same out there they really do and so I will always always be grateful to Dan and that’s why I continue to shower him with millions of views on YouTube that he doesn’t deserve uh because I will forever be grateful to Dan and so um so something happened to me so uh the fact that I’m beyond the wall of fame it’s an honor I’m up there with billionaires so that’s great but for me I don’t know I’m not a bottle popper I don’t really think much of awards so for me I’m focused on us producing great products great things for London Real I don’t pop bottles when we make a lot of money I don’t pop bottles when we have great shows so for me it’s great to be on the wall of fame but you know we’ll move on I think he kind of succeeded I guess in what he’s

1:36:05 Doing because he wants to make everybody step up their game but he’s he’s just you know being aggressive or however you want to call it so he kind of succeeded I guess yeah I mean he’s trying to do again like whatever happened happened but it’s something happened to me at the castle seminar and I wrote a long blog post about it and you know I don’t unpublish things okay my blog about ayahuasca is out there my blog about Dan Pena is out there all my episodes about Dan Pena is out there so I might call him four-letter word you can see videos where Dan Pena has inspired me to make changes in my life because it all happened so that all happened because of Dan Pena so no matter what he does or nasty things he says or whatever that’s all true and so it’s an honor to be on that wall who am I kidding and I’m glad that I’m up there and I’m glad the things that London Real has done for Dan as well and I think we have a strangely mutual beneficial relationship that he would probably not admit to but he knows is true but again let me say it clearly Dan is a national treasure Dan does amazing things Dan calls people out and he gets reactions because most people know that they’re slacking that they’re not working as hard as they should and they need to get after it they need to stop making excuses and go get the work done and I feel that way and Dan’s just got a harder way of telling people but most people know that and I think that’s why they respond to Dan

1:37:23 And you know I think Dan’s gonna keep doing what he does and again you know he’s up there at those seminars teaching 20 knuckleheads at a time and just because those guys are wearing suits doesn’t mean they’re not knuckleheads because I’ve been in class with them and you know he literally has to carry them across the goal line and it’s hard and so look he’s doing God’s work he really is he really is and people forget that about Dan you know he really is out there doing that work and again you know he really does spend time doing that of course yes it’s all in his own self-interest to do that but of course that’s the dichotomy of ego and you know that’s like Gary V selflessly selfish you could say the same thing about me he’s out there spreading a message and it also promotes him same with Dan he’s giving tons of knowledge he’s helping people out of course it promotes him Dan is the one that says it’s all about me becoming the greatest high performance coach ever so in a way Dan admits to it being about him but it really is about other people you like that aside and that’s enough about Dan Pena yeah let’s uh let’s switch it up talking about uh stepping up your game and I might be on the wall of shame one day as well there’s another wall where there’s the wall of shame so if you uh commit crimes or do something bad you go on the wall of shame so maybe I’ll go there one day who cares anyways yes so you were talking about stepping up your game is there anything crucial

1:38:40 That you do techniques routines practices you know to be at the top of your game great question look I have the best seat in the house okay so all the London realers out there they have amazing seats they get to come here and for free watch me speak with the greatest minds in the world and again they get deep conversations where I get inside people’s brains I see uh I show vulnerabilities I show success secrets so like there’s so much knowledge in every episode but I have the best seat in the house let’s be honest and I get by osmosis to be around these people and it’s different being around them you know I get to really see and feel Edo Portal’s energy Dan Pena’s energy Dorian Yates energy and all of the great people you know David Allen getting things done Gary Vee you know I get to really get it and it soaks into me and so I’ve I’ve picked up lots of practices over the years from these people and they’ve changed my life quite honestly who’s a guest everybody should see but nobody has seen who’s the underdog and why oh on this show one a guest that just hasn’t been watched enough yeah that you just say like nobody’s looking at this person and this

1:40:12 Is somebody everybody should see you know it’s a great question I mean honestly probably every single guest I have on because like I don’t invite them unless they’re actually important to be here but like we’ve had guests in the past that like no one bites on I remember Bruce Perry was a guy who was back in the day doing a show on the BBC here called tribe where he was going down these like tribes in Africa and doing eboga ceremonies and ayahuasca ceremonies and we had him on the show and he talked about his fascinating life but like people just didn’t pick up on it and we have a lot of guests like that you know we have a lot of guests that I find sleepers that people just I don’t know they’re not hooked because they’re not flashy or they don’t present themselves but I think everybody has a deep and meaningful story and so you know the good thing is is that most of our guests over time they get views you know because they’re great shows and they get searched and get youtube so you know most of our guests get between 50 and 100 000 views anyway so I don’t think anyone’s being ignored but um I have to go back to the catalog but we’ve had so many people on now Bruce Perry I mean you know but I’d say Bruce Perry I guess yeah but between you know silicon real we got a hundred entrepreneurs and ceos I think those are some of the ones that people ignore these are people that have built billion-dollar companies from struggle from like from scratch and so a lot of people say oh I’m not

1:41:26 Into tech I’m not an entrepreneur but these people have life lessons so between those people in London Real we’re almost at like 400 people I’ve spoken to so I think that is something that people should pay more attention to but honestly every single guest that sits in this chair I’ve curated to be important for you to listen to so listen to them I think we can learn lessons from all of these people even from a pussycat doll or someone you think oh why should I listen to this person I get that all the time oh will young he’s a pop star what do I have to learn from him wait a second this guy was at the top of his game he dealt with pressures you’ll never understand he dealt with depression and hardship anybody who’s done that has lived a life you can learn lessons from so I think a lot of times people need to just you know sit back and listen and learn okay all right Brian you made it you’re the biggest show online people swarm our inbox yeah for invitations you get the pick who’s on the show next who are our three next guests man um okay uh that’s a great question so I can have anybody I want right anybody three people you know I’m thinking like kind of I’m thinking world leaders I don’t know like Obama came to mind but then again I’ve heard him interviewed and like I don’t know he’s kind of doing interviews now at the end of his term and I don’t know what he would add right now you know I think maybe I get him in five years when he can talk a little more openly but I don’t

1:42:50 Feel like that interview really jumps out and strikes me um let me keep thinking about it but I get asked this question sometimes now after five years I don’t get like starstruck celebrity stuff it used to be like oh we were about to get sting or bono on the show and I was like oh great but honestly I don’t get that excited anymore because I think we get amazing conversations from the people we have on and I don’t know if having bono from you two in this seat is really going to lead to a better interview than Dorian Yates or Ido Portal I’m not convinced it would so yeah it might be great to tell people that I’ve had bono on but then again that’s about my ego isn’t it so is it really gonna really affect people’s lives and we’ve had guests on with five million twitter followers and sometimes they have one tenth of the views of the people with 100,000 twitter followers so for me it’s really the impact of the message and not the celebrity and I know I’m dodging your question so it’s a great left field answer but no but it is true and so I honestly I don’t sit around waiting for that celebrity guest yes I get excited when a celebrity wants to come on because I think about the great conversation we’re going to have and it shows us uh just like the hundred business accelerator students that we’ve arrived so when a big guest wants to come on our show like Eddie Izzard that’s a global famous comedian I’m like okay we have arrived another step

1:44:11 So that’s important for me but I’m not sitting around like oh I really hope they come and sign my autograph you know I don’t think that’s what’s about I think it’s about this message and so I’d much rather have a moving conversation with Ido Portal in London or we’re making a piece of media that no one’s ever seen before that’s going to affect people’s lives you know a quarter of a million people have seen that not only that it’s the most watched video that Ido does on YouTube and he does a lot of incredible things and more people than anybody else else come up to me and say that changed my life that’s the piece of media I want to make gotcha I don’t need to interview um Will.I.Am or Justin Bieber although I would love to interview Justin but I mean again Will.I.Am Justin Bieber what am I gonna get like Justin sits down like am I gonna get a serious interview is he gonna go deep uh is he really even gonna be able to talk with 50 million Twitter followers is Will Smith gonna be honest with me I don’t know maybe he will maybe he won’t I would rather get that person that’s just kind of slightly not not not what you would expect um and I guess I should probably come up with some names but I’ll come back it’s cool it’s a nice left field answer actually it’s very nice okay so another hypothetical yes London Real has sold for a billion dollars great question okay wait wait yeah yeah yeah you’re on the you’re on the you’re on the front uh

1:45:28 You’re the front page of Forbes yeah you’re gonna start a new company tomorrow okay you can pick three London guests London Real guests to be on your board of directors who and why wow okay damn hang on just well first of all that assumes that I sold the company for a billion dollars all right so that’s the decision first I’d have to make right would I sell this company right um you just saw the UFC sell for four billion dollars I would have told you that you know Lorenzo Fertitta and Dana White never sell that company of course I’m wrong and so the truth is in the capital markets or with any thing is there always is a price to sell there just is no matter what you say there pretty much is now maybe not for Facebook and Zuckerberg because it’s already worth so much um so would I sell I guess for a certain price I guess I would have to but then what do you do next that’s the great question and so would you sell yeah maybe for the right price what do we do next I don’t know I’d like to think that all of us go fly to an island we party for a couple days and then we all get into a room and we’re like what are we going to do next and maybe it has something to do with media and maybe we get to leave the London Real brand behind and start fresh you know but I’d like to think we’d still be doing it with the same guys in this room first of all so that’s just that’s my thought there okay but I’m not planning

1:46:40 On doing that anytime soon and and we’re not planning on exiting because London Real is me and I am London Real and I love what we’re doing and yeah I love doing what we’re doing um so new company board of directors huh three London Real guests that are on board of directors I mean I was just yeah that’s a great question you know board of directors is interesting because the board of directors comes to you as the CEO and says are you sure you should be doing what you’re doing you know so Dan Payne is not on that board okay I love you Dan but you’re not on my board all right because I don’t want to listen to him because he I think he’ll want me to maximize the value and to sell for another billion dollars and that’s not what I want to do right now so no I already have that devil talking to me I don’t need a bigger one there all right I already have the it’s all about bucks Brian gecko devil talking I don’t need another one so who’s on my board um great question really good question um I don’t know I I guess sprung to mind was some of the great guests I’ve had on like Dorian and Edo and people like that even though they might not be great businessmen I think they have a vision for what’s important and I will say one thing about Edo Edo treasures his brand and his message more than anything else and this is a man who I’m convinced turned down millions of dollars of corporate sponsorships because he didn’t want to play their

1:47:53 Game and didn’t want to be told what to be said and I believe we have that same integrity here and I I run away from sponsors now you can’t even get me to reply to an email to a sponsor I have people that are like frustrated and angry because I don’t even reply to sponsorship requests because I don’t care I don’t want to deal with them I would rather we have our own products and all that stuff so maybe have someone like that or someone like Dorian who’s deeply spiritual who can be like all right what’s the move that we’re going to make in the long run but I don’t know I got to think about that who else would come to mind I don’t know I kind of blank sometimes you don’t know you don’t know it’s no problem I have to look to the wall um yeah let’s let’s come back yeah okay so that’s my that’s my answer best advice ever received from a London Real guest best advice ever received you know Kevin Kelly was on recently and he said Brian and I told him I just had a son and he said oh that’s really nice he said have lots of children and I was like okay you mean like two he’s like lots of children he’s like they’re just the most beautiful gift ever and it really made me think you know and and I have a 12 year old daughter and I have a four month year old son and they both have given me so much so much like huge lessons Gabby has given me so much you know she really was a big part of me evolving over the last five years as a as a human and I think she

1:49:08 Knows how much she gave me but I’ll say it now so she knows and so she’s such a treasure and so if they keep giving then I’ll keep having them the only problem is is that I don’t have to carry them around for nine months so my better half the love of my life Mariana is the one that that had to carry Caden around and we worked on that boy for two years so Caden my boy if you’re watching this in 20 years we worked hard for you very hard you know I had to you know you know I had to you know stick needles in in mommy’s booty just to get you to happen and so we worked really hard on him and so I know it’s hard to to to raise a family and you know why I’m here in the limelight right now with all the lights on talking about London Real and scaling the message you know there’s a lot of hard work being done at home that allows me to do this okay and that’s done by Mariana the love of my life all right she’s the one that keeps the house steady she’s the one that keeps Gabby in check she’s the one that keeps Caden uh you know alive and she’s the one that sleeps with him all night she’s the one that does all that stuff and she’s the rock and she’s always been so supportive of this endeavor she’s never jealous of London Real there’s a lot of women out there that compete with the business and when the man chooses to do this she’s like well why are you doing that and not me and she understands that this is like a huge part of

1:50:25 My evolution and I think she sees that I’m a better person because the guy was five or six years ago wasn’t such a nice guy and didn’t like himself and wasn’t very congruent person was abusing himself in some ways was like a lot of bad things going on and I think she sees a better person now but also sometimes I get crazy about London Real you know and sometimes you know I’m here all the time super focused I’m on vacation in Barcelona and I’m talking to people about the business accelerator program and so like I have to constantly try to manage that relationship but she’s the one doing the hard work so if I want a family I better check with her but darling we think we should have three or four more and procreate and this comes from a guy who was never going to have kids for 40 years never wanted anything to do with responsibility never wanted anyone to hold him back from his achievement and his dreams again I think that’s another lesson that we don’t see is that by doing that you know by putting someone else more important than you a child or looking to take care of someone else that you win big so it took me a while to learn that and I’m going to try to learn it more so Kevin Kelly I’ll go with procreate massively um that’s good advice thank you Kevin Kelly so if you could call in the future to your son he’s 20 years old okay what advice would you give him to 20 year old Caden first of all Caden’s an incredible gift from

1:51:48 Heaven again we spent two years trying to have him we didn’t think we would ever have him I still remember him coming out he gave us this real scare during the the birth where his heart rate was dropping down and going up and I’ve just never I’ve never looked at a number going down and up so much you know except to like maybe our revenues or like the attend the academy members but like this thing was stressing me out so much it was like his heart rate was like dipping down to 70 beats per minute and going up to like 150 because the umbilical cord was wrapped around his head and so it was like literally kind of choking him and not and I was just terrified so he came out thank god um and so we’ve been raising him for the past four months and it’s this incredible experience um now that I when I hold him it feels really natural and I think Tim Ferris said this when he gutted an animal one time something felt like normal about it and I think we have these carnal basic instincts and for me this taking care of this boy is like it’s just it’s like peaches and creams man I love changing his nappy I love it I’m like let’s do this you know and I love take carrying him around and I love doing this part but he’s still four months old I still I’m not convinced he knows who I am but I try to let him know so um I don’t know you know raisin caden honestly I just want him to to um to uh I just want him to enjoy his life

1:53:07 And just to be the best person he can be you know I just want him to be happy and pursue what makes him happy you know he doesn’t have to be successful to make me happy he doesn’t have to be rich or be accomplished I just want him to go out there and go for it you know and just live life to the fullest and if he’s gonna make mistakes I get it and I just want him to go do things that’s what I want most from him and so um what would I tell him at 20 um well I’m guessing he’ll probably be watching this maybe unless he’s probably he’s probably gonna be so sick of London Real by the time he’s 10 let alone 20 but maybe when he’s 40 he might come back and watch this and um funny I just thought of something Dan Pena said and I’ll say this even though I wouldn’t say this to Caden but Dan Pena said this he said look I don’t want my kids to love me he said 20 years after I’m dead I want them to appreciate me that’s what he said after I’m dead for 20 years I want him to appreciate me and that’s a kind of an interesting way to look at life as in a parent shouldn’t be there to be said thank you to a parent shouldn’t be there to say I love you dad and you’re the greatest nicest guy ever a parent should be there to be a parent and I kind of do this with Gabby sometimes sometimes I’m the bad guy and I’m doing it because I think I’m raising um a proud independent woman who’s gonna you know be able to function in the world someday and if I have to be a

1:54:25 Bad dad sometime just to instill that in her I’m willing to make the sacrifice so sometimes I parent that way but I think I just want to tell Caden when he’s 20 I just want to say look buddy the world is yours took me a long time to figure out that the world is there for you you’re not there for the world and then you can go out there and just do anything you want you know and it’s really it’s all out there and don’t close yourself off to think you can’t do this or you can’t do that and just go out and express and you know love big and you’re gonna get hurt and that’s okay and go big and you’re gonna fail and you’re gonna lose and you’re gonna get humiliated but you’ve got to just go and take a big old chunk out of life and the worst thing you can do is play it safe I meet people all the time that play it safe and I’m like well how come you haven’t done an ayahuasca experience oh no no no it’s scary okay how come you haven’t broadcast yourself oh I don’t know no no no no how come you don’t quit your job and go move to another city no no no no no no and I’m like okay playing it safe is the most dangerous thing you can do because you’re gonna wake up in 10 years or 20 years or 30 years time and you’re gonna realize that your life is horrible because you’ve never actually done anything all you did was play it safe until you safely went down and laid down in the grave and so I just would say to Caden

1:55:39 Don’t play it safe you know go out there and do big things and live big things and live and love and lose and and all that stuff and that’s what would make me most proud but he doesn’t have to do anything to make me proud just make himself proud okay and the last question which you know of course the last question to the 20 year old warmed up to the 20 year olds who’s thinking of maybe building something like on the wheel not exactly the same but you know in the same field or whatever they want to build something what kind of advice would you give those 20 year olds it’s a great question you know the 20 year old out there you know what if they want to build London Real or do anything again I go back to what I tell all of our students on the academy and our our Ted speakers that we teach and the business accelerator people broadcast yourself you know broadcast yourself that was uh I think that was the name of my Ted talk or at least it was going to be at one point I think it’s hugely important if I hadn’t started broadcasting myself five years ago I would be a different person you wouldn’t even recognize me and you wouldn’t even know me and I wouldn’t have any friends I wouldn’t have any tribe members I wouldn’t have great relationships with some of the greatest people in the world because I was too worried about broadcasting myself so I think you need to be be genuine on who you are be authentic

1:56:59 If you drink ayahuasca tell them if you were a greedy banker tell them if you think this is wrong tell them be yourself and broadcast yourself that’s what I think is the most important thing because you’re going to find people who feel the same way about life that you do and for the people that don’t great get rid of them you know not everyone’s going to love you out there I get emails every day from people that tell me how much they don’t like me and I actually get them and I read them Brian you’re not the same as you used to be London Real used to be about the journey and now it’s about the business and it’s like okay that’s feedback you know and I it’s important for me to listen to that and it’s also important for me to realize that I have a vision of where we’re going and and you can have a vision for your show but London Real is is my show and so we’re going here but I get it you want to feel that way that’s fine I get people all the time telling me we don’t think you’re doing it right we don’t think you should ask this why come you didn’t ask Chris Hadfield why they faked the moon landing I believe the moon landing was real okay I believe the earth is spherical not flat okay I believe all of these things I believe Rupert Sheldrake and I love Rupert is wrong about the dog knowing you’re about to come home okay it conflicts with my scientific mind and people disagree with me and it’s okay I got a lot of

1:58:14 People out there that don’t like me that’s okay I think when you broadcast yourself you just cut out all of the wasted time and you find out who doesn’t like you great and you find out who loves you great so I think that’s the best thing you can do that’s and just start thinking about a business early on all those youtubers think about a product ecosystem you know take some responsibility and funny enough I had the same conversation with Jocko when we were down in the lobby after we we had this episode and he was just starting out with this podcast and I was like you know what Jocko so many podcasters they get a sponsor and then they sit with that sponsor and they never develop the business and I’m like you know what there’s nothing worse than another broke podcaster or another broke youtuber don’t be that guy I mean I didn’t need to tell Jocko what to do because he’s got a book and a business I wouldn’t tell Jocko what to do but I remember having this conversation with him and many other people you know step up it’s your responsibility as a as a brand as an entity to go ahead and build your business so do it you know really start thinking about your product ecosystem because it’s not about money if you build the business you have the capital to scale your message if you don’t you’re going to be that guy that used to have the radio show that now works as a waiter because you didn’t build it as a business and if you do build as a business

1:59:33 You’re going to be a Joe Rogan or a Mark Maron or a Charlie Rose because they built a business and it wasn’t about the money they made it’s because they had an entity that can reproduce itself that can make beautiful sets that can fly down and interview Dorian Yates over three days and make a beautiful documentary that we’re about to do that can take a hundred people and build businesses around the world that all took a business so I think it’s super important for people to just step up and realize it’s not about the bucks like Gordon Gekko would say it’s about taking ownership of your life so you can do what you want to do and you don’t do what a boss tells you to do to collect a paycheck you know so you can watch a movie on the weekend have a beer and go rinse and repeat you know I think it’s about taking ownership of your life so and that’s what we’re trying to do at London Real you know ultimately we want to empower people to be able to do what they want to do with their life and live their passion like what I’m doing right now I love this stuff and when I think when we see people doing things they love that’s what we’re attracted to right Olympic athletes entertainers comedians movie stars what are they doing what they love that’s why they shine Apple computer Steve Jobs doing what he loved that’s why they shine I think if everybody did what they loved then the world would just be the great place GDP would go up

2:00:47 So if I can help people get to that level great and if it takes Dampania or Edo Portal or any of these people to snap them out of it or if it takes me telling them that they should step up their game and stop being lazy and take some risk and join the academy and be accountable then I’m happy to do that because I like seeing people that do things with their lives so super important nice do we yeah go ahead go ahead do we forget any questions I don’t think so okay so I just want to check when I take the time to acknowledge you for a second okay I don’t know if anybody ever told you this but five years ago you made the right decision so you made the right decision I think you really built something here that that a lot of people find meaningful I’m sure the whole team they got attracted to you and wanted to work for free because they believed in the message and I think it’s not easy to do something like that it’s just being real with yourself and trying to find something that you really care about and then fight for that I think that’s really hard like it’s like go follow your passion ball it’s all going to be fine but I do think it’s really hard and you don’t find if it would be that simple everybody would be doing it all the time but they’re not and London Real is doing that and that’s why it’s attracting people to it so I just want to say thank you for letting me in the door thank you for starting London Real I’m grateful for being here and

2:02:10 Please keep delivering the message of London Real for a long long time thank you I appreciate that acknowledgement mr. Ziri and look you’re right you know it’s hard it’s hard to do these things you know and so maybe I make it look easy I mean part of our mantra around here is to make it look easy I think that’s what great professionals do they make it look easy and so if we do that that’s just an illusion it is really hard to do and we teach that to all of our entrepreneurs here that it’s just like getting kicked in the teeth every day and London Real I mean we would build these amazing episodes and we create these beautiful pieces and sometimes our guests would actually complain and say no actually didn’t like that and and so it was like honestly constantly it’s like getting kicked in the teeth as an entrepreneur or even creating London Real so many times I had so many reasons to stop so many times like you know I’m doing this great thing how come I can’t get an advertiser to pay me or I do these great things now the guests won’t return my phone call and we spent a week on this you know and so there were so many reasons to stop and yet I think the reason to keep going was because we were passionate about it and we loved doing what we were doing and I think that passion will come through and get you through all of those bad times and all those no’s because it is hard you know and I think anybody that creates

2:03:25 Something worth anything has been through those those hits and that’s why I think the story isn’t what you always think when you see someone successful overnight usually they’ve been told so many times that they’re not good enough they’ve been told no and they’ve just found a way through so so yeah thanks for saying that and thanks for being here Mr. Jerry you know part of what I love about doing London Real and I had this realization the other night and I think it was after a focus group when we were all there and I mean let’s be honest we have these super focus groups and they’re Friday from seven o’clock until midnight okay and there’s no overtime at London Real and I don’t ask people if they have plans everybody shows up and the video guys are there and people are taking drinks home afterwards and they’re cleaning up and you’re there and the whole team shows up you know and I just um everyone is always all in around here and I just I just had this thing where I was just realizing how much you guys have grown as people and I just love seeing it you know whether it’s you or Julian Bayles or Luis or Danny or Dre or all the people here that are like our core team and like it’s beautiful for me to see you guys becoming I don’t know grown-ups to becoming mature young men businessmen like I don’t know that means a lot to me just to see you guys do it so and you all deserve to be here you deserve to be here I

2:04:44 Thank you for being here Mr. Jerry um so you guys are crucial parts I value you guys so much I think we have the best in the world working here and I don’t say that lightly I think when people try to get positions here they’re always shocked that I’m demanding and then they and I want videos and when they come in I ask hard questions I think people are surprised sometimes but like we want the best here because we don’t we need to be around great people and I think one of the things you realize when you got here you were like wow everyone’s at the top of their game here and I’m surrounded by eight ten people pushing at the top of their game every day and if you get those people in the room great things happen and I think Dan even Dan Pena said one time he said Brian he said get all the right people on the same bus doesn’t matter where the bus is going and I agree get him on the same bus you know and he’s right just get the right people in the room and you’re gonna go great places and so I like to think that’s what we’re doing around here so uh it’s awesome having you guys here I’m glad I started break dancing and uh you know glad you showed up but uh again back just to finish off I’m super grateful um for everybody out there who like stops me on the streets and um I said this in my ted talk but like everybody kept me accountable to keep doing this show every week and if I wasn’t broadcasting I think I would have quit

2:06:05 I mean I don’t know I’m not a quitter but I might have quit but I had to be there every week and I would have been embarrassed by this tribe and I felt like I had a commitment to these people I never met and now there’s no way I can and like I’m grateful for you guys for for allowing this to even happen and I’m grateful for all the people out there that watch when people stop me on the street I always say one thing before I leave thank you for watching you know I don’t deserve anything thank you for watching I know you had two hours you had something better to do thank you for watching and uh like iced tea said one time you he makes fans the old-fashioned way one at a time and I think that’s how we make London realers one at a time and so that’s what we’re going to keep doing tomorrow we’re going to come in here and we’re going to create amazing media tell great stories and hopefully make another London realer and another one another one and um that’s the plan and you know for the next few years you know a year ago I always had these plans of what we were going to do as a media company and like start to accelerate people’s businesses and I can’t believe what we’ve done but like for the next year we’re just going bigger you know and we are going to be producing content that’s on the cutting edge you know we’re going to make documentaries at the Cannes Film Festival look bad you know we’re going to create these conversations with people that are going to have people like blown away

2:07:21 You know like what we’ve done with Edo Portado the moving conversation we’re going to do in a way where like people are going to be you know it’s like they’re going to choose that on Netflix over some series because it’s going to be so compelling and I think it’s again extreme ownership our job to find compelling ways to get these ideas in people’s heads so if people don’t want to watch two people sitting in a studio then we better get creative you know if I got to jump out of a plane to get the idea in someone’s head then maybe we should do that so I think we have to get creative I think we got to think off YouTube we got to think about our live events we got to think about how many how we can touch people’s lives more how can we build a thousand businesses or ten thousand businesses next year you know how can we get more people to broadcast themselves on the academy and to do these mind and body challenges to start meditating to start a movement practice to start being more spiritual to give back to their community that’s super important like where are we going with that it’s like I think that’s most important for us all to think about and I want to think out of the box you know it’s not about who’s the celebrity we can get in the studio like that’s the wrong way to think it’s like how can we 10x our game and really go big to where we can like again the metric is changing lives it’s not about

2:08:31 10 million YouTube subscribers and I don’t even think it’s about the views we stopped chasing views and subscribers a long time ago now it’s about impact and like with the latest business accelerator course that’s impact when a hundred people trust their futures to you that’s a big bet and so like that means something to me as opposed to 200,000 YouTube subs that click the button that’s great you know but those people didn’t invest thousands and thousands of dollars and their entire future in us so like that means a lot so that gets me fired up I’m fired up I want to keep building this keep building the team but again keep it OG keep it 100% and make sure we’re proud of all the content we produce you know and it’s on the on the cutting edge and I also want to make sure that I become a better manager I make all of you motherfuckers happy so you’re coming to work tap dancing that you’re fulfilled that you have budgets to do what you want to do that you can hire people to do what you want to do that you can go do spin-offs if you want to do them like that’s what that’s what I should be doing I should be making you guys happy because I think great managers make other people happy and the same with my family I got to make sure my family and my friends still come first that they’re still happy they’re still fulfilled that I’m still giving them time as well and I got to keep growing too so like those are my plans for the next year I’m guessing I’ll be sitting down in

2:09:49 Another year and I’ll have to you know I’ll have to come and see how I’ve really done but hopefully we keep doing big things yeah we’re gonna fail I’m gonna make some mistakes we’re gonna get knocked down maybe people will say oh you screwed that up you did that wrong honestly if we haven’t done that then we probably weren’t shooting big enough so yeah I hope we have failures I welcome failures I welcome humiliation I think if we don’t do that we’re not thinking big so uh if you see me not getting humiliated be like go big Brian go big and my break dancing is going to improve and you’re gonna be able to put me into a cipher and you’re gonna be like that’s my boy that’s b boy b rose right and again I just want to express my gratitude to you uh you are an incredible break dancing instructor uh thank you so much for the instruction you’re giving me it’s changed my life you’re an og of the game and so you’ve taught me that there’s a lot of history here there’s a lot of things I need to learn there’s a lot of movement I need to learn and it’s not just about this it’s not just about that so thank you much for that and thank you just for all the time you know you came and you took a euro star here for months and months and months just to train me no strings attached not charging me anything and again thanks for coming in and just sharing with the group your energy is infectious we love your energy here at London Real so I appreciate that

2:11:05 Thank you very much yeah yes all right did I talk long enough I get I think so anything else no you didn’t ask me any advice to my 20 year old self you want to give advice to your 20 year old self if you want if you could call your 20 year old self what advice would you give yourself I actually didn’t even prepare this so um what would I do I call Brian 20 years old he was a sophomore at MIT studying mechanical engineering probably didn’t know about wall street yet he was super uh intense super worried about his future um super uh stressed out um what would I tell Brian um uh what I tell Brian you know I probably would have told him to uh to uh take some psychedelics earlier because I think it would have allowed me to connect with my heart and find out what I really wanted was connection relevance to help other people in a big way as opposed to just making a big amount of money and making himself big and I think um I I thought that was my dogma for a long time let’s go big let’s make all the money when I got there I realized that was not what was important so if I could have realized that earlier I think maybe I would have saved some time but at the same time I don’t believe in regret I don’t regret any things I don’t like to apologize so the course I took I’m okay with I’m all right with this and I saw some amazing things I did some stupid things I almost killed myself I almost you know did all these dumb things right and I made

2:12:33 A lot of money I spent a lot of money I broke hearts I had my heart broken I changed cities I did stupid things I did smart things I saw craziness I wouldn’t change it all so that’s okay but I would tell Brian to maybe connect with your heart earlier and breathe a little bit and maybe give back a little more earlier because it’s infectious and it’s a beautiful thing and it’s a very selfish thing actually to give because you get all the rewards nice I think that’s a very good way to round it off yes as we say on London Real it’s about the journey Mr. Ziri I wish you well on yours I wish all the people listening well on theirs and I hope they watch us and I hope we’re doing this for the next 50 years we had someone in here the other day who was it who saw me back there and he said he looked at the board and he’s like Brian you’re going to be doing this until the day you die that’s what he said Steve Maxwell Steve Maxwell and it made me feel kind of good you know he’s like he I guess he hadn’t seen me in a year and he looked at me and he’s like that’s a nice way of saying you’re doing what you love so that was a huge compliment so um yeah I hope we keep doing what we love here and that’s nice the critics who always speak behind my back maybe I want to hear them remind me he’s back the great pretender I hope this time he gets hurt but I love these guys they give me fuel you want them to reach your objective you want to achieve it

2:14:24 You’re gonna have to be obsessive you’re gonna have to be obsessed feel what you do feel it if you’re not feeling it it doesn’t matter it’s Chris Eubank Jr. how do you explain his prowess in the ring Junior has that obsession that genius that magic genius is obsession but it’s in one area you studied the sweet science for so much of your life how do you walk away from it do you miss it you can’t walk away from it I am it and even when I dance really unboxing the credit belongs to the man who’s actually in the arena whose face is marred by dust and sweat and blood the one who strives valiantly what was the worst day of your life and how has it shaped you as a human being when I fought Nigel Ben I stood like this it was the mask this the risk must be taken that’s why you are London realist that’s why we’re here we’re tired of sitting still watching it happen happening for others let’s do it