Grant Cardone - How to Get Super Rich: The Secrets to 10X Everything

Full transcript: Grant Cardone on London Real

2:49 This is London Real. I am Brian Rose. My guest today is Grant Cardone, the best-selling author, entrepreneur, sales guru, and motivational speaker. You have built a real estate empire worth over five billion dollars while simultaneously operating seven companies that bring in a hundred million dollars in annual sales. You are named the number one marketing influencer to watch by Forbes magazine, our regular commentator on Fox News and CNBC, and have been featured in Success magazine, Business Insider, and The Huffington Post.

3:16 You’re the author of eight books, including the New York Times bestseller If You’re Not First, You’re Last, Sell or Be Sold, the 10X Rule, which has spawned the 10X movement and the 10X Growth Conference happening next year in Las Vegas, with a following of more than 15 million people across your social platforms. You become one of the most sought after and influential CEOs on the planet. You ultimately believe there is no shortage of money, only a lack of people thinking big enough.

3:42 Grant, welcome back to London Real, bro. Always good to be with you, man. I always enjoy my time, you know, before the interview and during the interview, so and I love everything that you’re doing. Thank you, brother. I’m so fired up.

3:55 You know, I look back and our first interview was four and a half years ago, 2018, and I gotta tell you, I got to be honest, the night before I looked at my team and I said, what do we do in heaven? This guy on the show, I’m like, what are we doing? I see him, he’s sitting on top of his jet, and I was like, you know, I had this one vision or version of Grant in my head, and then you came on the show, and Grant within eight minutes, you’re sitting in the chair going deeper than probably I’ve ever had a guest go deep.

4:23 You’re talking about being addicted to drugs from 16 to 25, and I was like, God damn it, this guy is real. He’s the real deal, and every time I meet someone, I’m just like, Grant is the man. He’s the real thing, and I guess I wanted to start off and ask you, are you one of the most misunderstood people out there? Because people have this version of you, but when they get to know you, they find out there’s a whole nother thing under the surface. Why is that?

4:46 Is that intentional, is that because you’re so big in media that nobody could possibly understand who you are? Talk to me. I think you know, it’s a good question. It’s one I ask myself. Like, why?

4:58 Why I am misunderstood? I’ve been misunderstood my whole life, ever since I was a kid, and I think what happens is that I’m just a free thinker, man. Like, I’m like, I don’t see things the way a lot of people see things, and never have. By the way, I remember being in church when I was seven or eight years old, and I’m like, where do we go? What happens when we die?

5:26 You know, and my mom said no one knows, and I’m like, dude, I want to know. I don’t believe that. I don’t believe that. I don’t believe, like, you know, so, and I’m still in search of that stuff, right? So why do people misunderstand me?

5:42 I’m partially responsible for it, right? Because I’m out there. I’m out there. I don’t fully understand, Brian, what, what I’m, who I am or what I’m presenting, and so I’m just a very transparent person. I am the same guy all the time.

6:00 You’ve met me here. You’ve met me in your office. You’ve seen me. Like, I’m the same guy all the time. I’m not another vert.

6:07 There’s no versions of Grant. And I’m just trying to figure it out like everybody else. And the other thing I’ll say about the misunderstanding is, I think I’m one of the first people at the level of success I’ve experienced, blessed, and humbly, the level of success I have experienced. Most guys at my level disappear. They’re not transparent.

6:34 They’re not out there. If they’re out there, they’re going to be on some TV network where everything’s produced and protected, and I’m not that guy. Like I I’ll go. I’ll talk to anybody about anything, and I’m always available to the people. And you had this slogan.

6:56 Remember, you told me one time, or you say to your people, if you don’t know me, you can’t do business with me. And so you’ve always been about the fact of getting yourself out there in any way, shape, or form. You’ve got to know the name of Grant Cardone. And I’m wondering, by doing that, I guess by definition you’re going to get the most number of people that know probably the least amount about you, right? Right, and you got to do it with the way that cuts through in a crazy world of crazy media.

7:21 Um, you know, they call it pattern interrupt. Marshall McLuhan called it that. You know, yeah, one of the originators of who dissected what media was. And so by definition, they see you on the plane, or they see you spraying money from the gun, or whatever it is. And so a lot of people know about you, but very few people know you deep there.

7:38 It is. The stack, the ring, you know? Right. Yeah. So, look, I’m in, and part of that is probably just to be vulnerable and honest with you.

7:45 It’s probably part of that is out of scarcity. There’s no blueprint for doing what I’ve done. You know, I have 15 million people following me online, probably another 150 million people actually see our material that don’t follow. They don’t hit the little click button. I did it without being Andrew Tate or Donald Trump or Kim Kardashian.

8:04 I’ve never taken my clothes off. I do. I am very opinionated, but a lot of this has been born out of, like, my not getting a TV show, not getting verification on LinkedIn, not calling me an influencer. Like, that hurts so much. Like, I’m like, bro, I’m contributing content to LinkedIn every day.

8:25 That’s, like, great content, but it wasn’t corporate enough for them, so they didn’t verify me, right? Like, that really hurts. And for the little guys out there that get overlooked, ignored, that is the story of my life. I’ve been, or at least I feel like that. Maybe I’m just kind of, you know, the psychiatrists would say I’m some deficient, empty hole inside of me that I’m trying to fill.

8:52 Maybe so. Um, I think I should be known. I think I have a great message. I know how to do money extremely well without somebody having to spend five years in college to learn about it. And if people don’t know me, I can’t help them with that.

9:07 So I’m having to crash through, you know, bouncing bears and strippers and Lambos and planes and wrecks and media craziness, Covid madness, and whatever, whatever’s going on in the world. I’m competing with to get people to know me, because my ultimate mission is to help people, and I don’t really think I can help anyone if I haven’t done something at a really significant level, and those levels keep changing for me. Yeah, yeah, I can see. And one thing I noticed is very different about you is you’re in the state of California.

9:46 And so talk to me about what you’ve been doing the last year, because I know you’re working on a TV show. You got the place in Malibu. You got this, you know, the Ricardo Adventures is going big. So tell me what’s going on with you. Well, Kelly, Kelly was just a deal.

10:01 I mean, I found I had finished Undercover Billionaire. We finished shooting that show. It was nine, 90 days. It was during Covid. My wife and I and the kids came to Malibu to just chill for a week.

10:15 I rented a house three houses from where I’m at right now, and Elena and I walked down the beach, literally couldn’t have been more than 200 feet, looked up, saw this house. I might, we need to buy that house now. I don’t know anything about the house. I don’t know if it’s for sale. I don’t know the price.

10:32 I just had this thing happen inside of me. It’s like, you got to buy that house now. I have this thing with real estate where when I feel something, like I know there’s a deal. And so it took me 19 months. I bought this house.

10:46 I think I stole it from a Russian oligarch. Had I waited another 15 days, I wouldn’t be able to buy the house. It would literally been seized by the federal government to be in asset protection, blah, blah. So we bought it. I stole it.

11:00 I’m not living here. I’m not paying taxes here, bro. I ain’t moving in with the Communists. I’m not going to support them, but I will steal from them. And what that means is, you know, they have a law here that says if I don’t, if I only stay here 179 days, I don’t have to pay taxes here, which is, it’s not conducive to the economics of a company, a state, or anything, because I’m just going to come in here, rob this state of its resources, roads, stores, electricity, all the infrastructure in the pipeline.

11:36 I’m going to come here 179 days of the year, Robert, pay rent, you know, basically never pay any taxes here, and the other 181 days I’ll spend in Florida and pay tax, no taxes there. So it’s a weird law they have here, right? Like, tax of people that live here and let the people that visit here come here for free. Hmm, it’s backwards. They should have reduced the taxes here and they would explode in the state.

12:03 Instead, they have net migration leading. Got it. And are you out there to do more Hollywood deals, or do you like the vibe out there? Is the ocean feels different? Yeah, it’s just a place for me to chill.

12:14 It’s just like, and I stole the house, bro. I think I’m gonna make 40 or 50 million bucks in this house. Okay, all right. So it feels good being there? Yeah, I mean, no, I mean, I would.

12:24 I wouldn’t have bought it if I didn’t think I could steal it. I got a bunch of flack on the internet because people that Cardone says never buy a house, which I’ve said to you many times. Yeah, and I would recommend that no one buy a house ever. But I stole this. I don’t really think this is a house.

12:40 I think it’s an investment that I’m gonna pick up 30 or 40 million bucks on. So when I tell people don’t buy a house, I didn’t say don’t not make 40 million, you know, and play. And refresh everybody’s mind. Why should you never buy a house? Well, because houses are terrible investments.

12:58 They’re just awful, awful investments. If you compare a house to investing in almost anything else, but I’m not talking about the S&P or, you know, public stocks. The best investment you can make is in yourself. The return is infinite. If forever, you never, you can never lose it.

13:16 Warren Buffett talks about this. Best investment you can ever make is in yourself. It can be inflated. It can’t be taxed. And then the second best investment is in your business.

13:26 Why would I buy a house? A 2,000 square foot house that can go nowhere, cannot produce any money. Customers aren’t going to come there. When I could go buy the same 200 grand, or whatever the money is, six thousand dollar investment, the payments every month. I could invest that in a business.

13:45 That’s where people should be investing their money. So it’s just a, this house ain’t gonna pay me any money while I live in it. I got to cross my fingers and hope that I clip somebody. You know, did I find one? I’m on billionaire row.

13:58 There’s only 50 houses on this street. There’s three of them my size. Only one of them has a pool like mine. Like, I’m going to kill someone on this house. It’s going to be one of these tech guys, some guy that, you know, is worth, you know, 40 billion.

14:13 He’s going to come over here and overpay for this house. I’ll pick up my check and move on down the road. But most people, the everyday person, isn’t able to buy these kind of houses. They’re buying. So anyway, and so we’re seeing that right now.

14:27 I was telling you before, the housing correction, people should be out of these houses. Yeah, now the housing correction is going to happen, and a whole bunch of people, millions of people in America are going to get crushed in housing. Right, and the reason you don’t own a house, because it doesn’t cash flow, of your own house, you end up sinking way too much money into it. The opportunity cost of that capital is massive, because you could be doing something, like getting a business that would cash flow you.

14:48 There’s a lot of reasons not to do it. The American dream is sold to you. People save all their money for it, and then it’s just a dead. The listener is going to say, yeah, but I got to live somewhere, so I’m just wasting my money on rent. The difference is, when you rent something, you call somebody and say, hey, fix that.

15:05 When you own something, you fix it yourself. And money follows attention, and where your attention goes is where your money goes. And the last time I checked, me fixing a wood floor doesn’t pay anything. Me building a business could pay me millions, and me fixing a wall or paint a wall, or it’s a waste of time and energy. Yeah, well said.

15:25 Now talk to me about the economy, because last time we caught Grant, it didn’t look like this. All right, it was being propped up by inflated cash being printed by the Fed, which I know you got a lot to say about. Um, even then you were saying, don’t buy a house. Now we’ve seen the market come way off, double-digit inflation, at least here in the UK. I know it’s cooled off a bit in the U.S.

15:46 Printing more money, recession, commodity prices going up. What are you telling people now? Well, I think the economy is going to get very, very difficult, at least in America. I think a lot of this is fabricated. Um, I think inflation picked up where Covid ended, you know.

16:06 Thanks. The Covid thing, the Covid thing lost its bandwidth and ability to stop people. I’m good. And so they’re like, hey, let’s go with the inflation thing. Like, bro, we’ve been printing money for a long time.

16:22 This last print, you know, everybody printed. Oh yeah, okay. We have a supply chain inflation today. We don’t have this. It isn’t about too much money.

16:34 I don’t believe it’s about too much money. I believe this is, you know, and I don’t understand every intricacy of the money. I don’t pretend to know everything, and this will disturb a lot of people that I even have an opinion on it, but most people cannot even explain what inflation is other than we printed too much money. I’m like, okay, give me a little more than that, bro. Because of me, and you’re sitting on a Monopoly table, and we run out of money.

17:01 The rules in Monopoly are we can bring out more money so that the game doesn’t end, and if everybody gets a million dollars, there’s six of us in a room, and we all become billionaires at the same time, or six billion people on planet Earth all become billionaires at the same time. So when nothing changed, it was a constant, and every country on planet Earth printed money during Covid. So what happened? We all ended up with more money, and so we go buy stuff, and the economy in the in America is going to go from a supply chain problem to too much inventory.

17:36 It’s already happened. Right now, like, we’re already over the inflation problem here. Nobody’s telling anybody that, which makes me believe that they’re using inflation like they use Covid, okay, to get political control over people. So the inflation thing, to me, shipping’s down, lumber’s down, all commodities are down, food prices are down, oil prices are down, pre-Covid. But nobody’s saying that.

18:01 They’re saying we have inflation, and we have inventory swelling over here in America. That’s why you’re seeing all the retailers get crushed. Now, when inventory swells, prices are going to come down, and unemployment is already starting to happen, and they’re covering that up as well. Notice what Elon did. Elon went and purged Twitter.

18:22 Yeah, he fired all those people. By the way, they didn’t quit. Anybody thinks they quit, that’s b******t. He walked in and said, hey, my name’s Elon Musk. If you don’t know who I am, this f***ing party is over.

18:34 Okay, how much did you enjoy watching what Elon did from a guy that runs a business? Because I watched that and I was just like, man, I mean, I’m sure you had moments like Elon had those first two weeks, right? First, the first two days of Covid, I killed an entire department. Covid happened. I forget what the date was.

18:53 Let’s say it was the 16th. It was announced. I was on a plane, flew up to Miami on the 17th, shut down an entire department, and 42 people lost their lives. Yeah, I remember. So I did that because I wanted to save the other departments, and we did.

19:10 But Elon, Elon’s a perjure. He, this isn’t the first time he’s done this. And by the way, when he, while he let go, he fired 1,900 people the same week. Amazon fired 11 000. Facebook fired 4,000.

19:26 Okay, but nobody’s talking about that, because they’re going after Elon now. Yeah, yeah, so they’re going to target Elon as a bad guy now. Well, also, the people going after him, that’s their platform, right? That’s the one place where they can write the rules, right? I mean, they could write the rules.

19:43 Yeah, and they can anymore, so it’s like they’re losing on a bunch of levels there. I mean, that’s their jewel. And also, once one of them falls, then it’s not obvious that you can’t get the same type of policies in a Facebook or their other social channels. You know, uh, well, nobody’s watching Facebook anymore, so that’s, oh, but it’s like, we all assume that I mean, look, I got censored like, Mad Men are in 2020, and all the platforms in conjunction just dropped me, and they all, since they were all doing it together, it was all right.

20:10 Imagine if there was one where a guy was like, no, no, no, we’re not doing that. We might hold the others more accountable, but for most people, it’s radical people with these agendas to devalue every family principle. The people on this planet that hold family valuable, religion valuable, God is valuable, whether you agree with it or not. There’s people in this planet that think the family unit, think birth is important, think God in church is important.

20:40 These people always go too far. There’s many people on this planet that think that we’re over medicating kids. These people always go too far. Okay, tobacco companies went too far. Remember that?

20:51 Yeah, and said, no, no, there’s no, we don’t, we don’t cause cancer. We don’t create cancer. Well, you know, sooner or later everybody’s like, okay, it’s too far, and so what Elon Musk did, buying Twitter, I think, is one of the most genius things that we have seen done in the 21st century. And I also think that he’s going to turn it into something spectacular that nobody can even imagine yet. And they had the political foothold.

21:19 No other platform was talking politics as much as Twitter. Yeah. Facebook, Instagram, Snapchat, none of them were politically oriented, as you know. Um, and so I just think it’s going to be unbelievable for free speech, and if he wants eight bucks a month. See, I’d rather have free speech than have a free Twitter.

21:39 Yeah, but 44 billion dollars. Grant, would you like to be spending the next five years turning that sucker around? I wish I could. I wish I had 44 billion to spill. Yeah, I think he’s going to do some amazing things with it, but that’s a, that’s a big chunky price he paid for that thing, so, uh, I think he’s going to, I think he’s going to be fine, bro.

21:58 I think that that is going to come. That could become a blockchain play. Yeah, that could become a lot of things. It could become a money play as well. It could be, all come a whole decentralized finance play as well.

22:09 100 and yeah, and he’s having a ball over there. For me, I love watching it, because it was a bit like watching what you did during Covid, and watching, like, a business person go in and say, okay, I don’t care about being politically correct. I don’t care about your feelings. I’m gonna run a goddamn business. We forget he’s also operated in Silicon Valley before, right?

22:27 So he ran PayPal. So he doesn’t care, and he went in and just, he did the right entrepreneurial thing. It was funny to see everybody crying and everybody doing this, but that company is going to be back on its feet and moving forward within weeks, right? And it’s yeah, it’s been, it’s kind of, you know, and then see the media spins. If people would pay attention, oh, advertisers are leaving Twitter.

22:52 Advertisers are leaving every platform in America today, including TV and newspaper. 50 advertising is all 50 since June. Advertising is the first thing that drops when things tighten. Second thing that will drop is, uh, or go up will be unemployment. So you’re going to see advertising blowout.

23:13 So when they’re saying, oh, General Motors left Twitter, General Motors was leaving every platform because they have a financial problem right now, right? Interest rates are going to hit them at seven and a half percent, and they were subsidizing their cars at zero. So there’s a massive problem, bro. This interest rate thing is going to crush housing. The mortgage industry is already laying off.

23:40 Houses are at 25-year lows for activity. We’re going to, the Fed is going to literally make more renters in America than they printed money. Tongue-in-cheek, but this is going to be the greatest thing for my business. Uh, what’s his name, Jerome Powell, will be the greatest thing that ever happened to apartment owners, because you’ll be able to buy them cheaper. I was used to have to compete.

24:08 I’m closing a deal today with Goldman Sachs. I think you used to work at Goldman, right? Not Goldman, but you know, right across the street, one of them, one of them guys. Yeah. So I’m buying a deal from them right now.

24:21 They wanted 78 million. I’m paying 56 million bucks for it. Stealing it, straight up stealing. And they have to get out. They have to, your fun’s over.

24:32 They need it off their books. It’s got to go, and that’s going to happen. There’s going to be tens of thousands, if not millions, of those transactions that take place now. You’re seeing great deals, and I’m ready. I’m ready this time, bro.

24:45 I wasn’t ready. I’m gonna make, I’ll do 10 billion in the next 36 months. Seriously. Where do you get that cash from? Uh, that’s not a problem, man.

24:56 If the deals are right, we’re raising more money at Cardone Capital than we’ve ever raised from individuals. Yeah, from individuals that Goldman, JP Morgan, Blackstone, BlackRock, they all, they all ignored the retail investor. They got to do their little snooty b******t with the wealthy people, and then they’re like, oh my God, the diversity, the division between the poor and the wealthy is getting bigger and bigger. Let’s give ten thousand dollars away to some some b******t.

25:24 Look, this is such a they only let the rich invest with it. Go try to start, go try to start an account at Goldman Sachs. How much you need to Mark and Stanley to get a real conversation with somebody? 510 million at least. Yeah, probably more.

25:42 And well, in private, you probably need, I walked in a meeting. I was worth 300 million. They didn’t look at me, didn’t even talk to me. I said, hey, let me ask you a question. I know this chick I’m with is worth two bill, but you guys didn’t even, like, I mean, God damn, you treated me like I’m, you know, a munchkin.

26:00 And he’s like, bro, the reason we don’t spend any time with you is because you’re illiquid. And I said, yeah, and he’s like, you’re not a target for us. Literally, that’s the words out of Wall Street. You’re not a target for us because you’re illiquid. And the thing that I learned when I walked away was, be illiquid, you’re not a target, so that cash is king is b******t.

26:22 Yeah, because you’re not going to generate fees for them being illiquid. So exactly, they’re not interested. Yeah, people don’t understand the Wall Street mentality. I mean, I grew up there. You know, when I was 22 years old, I got placed in the middle of it, and it’s a culture that just isn’t going to change anytime soon, and it’s hard to explain that to people.

26:39 You know, I got on the trading floor and I got two phones in my hand. People were yelling. I had thanks to the exchanges, and I got taught basically, you rip the throat out of your customers, and that’s what you do, and that’s what we’ve been doing for 100 years, and they’re going to do it for another 100 years, and that’s it. That’s not going to change. You’re never going to change.

26:56 You say cultures change. It’s not going to change. A Wall Street, you’ve seen it. So it’s gonna, that’s why you come along. It’s the innovator’s dilemma, right?

27:03 They’ll never do what to you looked obvious, right? Give retail the opportunities the big boys are getting and pass through the cash, right, to them. Going on my phone and saying, hey guys, I created a distress fund. I’m not going to go to the wealthy com families in America. I’m not going to the JP Morgans in the Bank of Americas and the Wells Fargo.

27:24 By the way, you don’t know anybody at any of those companies. I’m not going to Goldman or JP. I’m not going to these people. I’m going to you guys. I’m going to let the marginalized everyday person.

27:33 This guy could have 10 grand, or you could have 10 million. 10 million dollar families are overlooked in America. They do not get a chance to invest in institutional-quality real estate that cash flows. So when you ask me where the money’s going to come from, it’s going to come from ordinary, everyday people that Wall Street has completely ignored, and I’m going to make those people partners with me in real estate deals that last 10 years or longer. So we’re not generating fees to sell.

28:05 As you know, the big, the big institutions, they have three and five-year funds, and they say that it’s for you to get out in three to five years, but the truth is, it’s so they can get their damn fees in three years, right, and put you back in the next fund, right? Exactly. Put you in the next fund, get their fees on the exit, blah, blah, blah. So is anybody charged less than Blackstone? We let anybody in.

28:28 We pay every month. They don’t pay every month. None of them, not one of them on Wall Street, sends an investor a check every month. We do. And then we only buy institutional-quality assets, and the money’s coming in faster now than it was pre-interest rate.

28:44 Um, is it volatility? Is anybody trying to do what you do? Um, yeah, I think a lot of people are trying to knock it off, you know. You know some of them, but it’s tricky, though, right? And you have to jump through all the hoops and all the regulation stuff, but once you do that, and you have it set up, then expensive, and you better be more, more important that it’s expensive.

29:10 There’s a lot of legal, but most importantly, you better be disciplined with money, otherwise you’re going to go to jail. So, and most people do not have that discipline. They get, they give investors money and they use it for other stuff. Okay, so discipline means you just make sure these funds don’t co-mingle money, right? Okay, so like, we’ll, we’re going to announce this deal today.

29:33 I bet you I raised 60 million today and close this fund out today in one day. That money goes into that fund. None, none of my people. Nobody touches that money. It goes straight to an escrow account to fund that activity.

29:46 That activity then distributes cash flow to the investors. Nobody ever touches anything. I’ve been in business 35 years. I’ve never lost money on a transaction, ever. Right.

29:55 So I don’t co-mingle, and when I need to make more money, I just go do other things to make money. I don’t get my real estate to do something to make money. Like this FTX criminal. Yeah, yeah. Well, this is funny is because your whole investment protocol is because of your history, Grant.

30:13 Like, first of all, you’re in the real estate business, so you’re, you’re, um, you’re used to siloing things, right? I got this multi-unit platform and a multi-unit housing thing. I’m gonna finance it this way, cash flow this thing, and like you said, when you need to make money, you can go do a conference. You can do 10X Ventures, so you don’t even have that bad habit that maybe some people do, where they have to go get it. Real estate guys, real estate guys have to eat too, right?

30:39 Yeah. So, and when you have, back to the illiquidity, real estate is an illiquid asset. You can’t just sell it tomorrow. If I need liquidity, I’m gonna go do a real estate education workshop this weekend. I’ll have two thousand, I had 157,000 people on a podcast Saturday, so I’m gonna sell some small, tiny percentage of those people are going to buy product from me, and that funds my lifestyle and my activity, my other businesses outside of real estate.

31:11 Do this year, I think, this year we did 140 million without Cardone Ventures. Okay, without Cardone Ventures, cool, which I want to get Richer’s Cardone Ventures is going to do 75 million. 10X Health system is going to do probably 48 million first school year in business. It’s amazing. And then there’s 13 other ventures that are all positive.

31:33 And so that makes you different, because you got that earnings part over here, which makes it very easy to keep everything solid over here for real estate, whereas someone getting into this business sees what Grant’s doing, they might just do the real estate thing, and that’s going to be tricky to do for 10 years and just live on that. It’s not. Yeah, right. Yeah, and the first, you know, the first of the 12,000 units that I own, that we own and control, managed partners.

31:58 Um, I own the first four thousand, forty-five hundred of them are mine. I’ve owned those for 10 years. I mean, they pay me a million six a month, so, and rents are going to get better. They’re not going to get worse. So I’ve been telling you, you know, how many times have I been on here, five times, telling you, bro, we’re going to become a runner nation.

32:17 We’re going to become a runner nation. I’m telling you, and nobody would listen to me, and now it’s happening, right? You’ve been made a real quick comment there. Grant, I want to go into it. You said this time I’m ready, because, yeah, because, yeah, you know, wait, you weren’t ready, and that’s the reason we got the books.

32:36 Seller be sold. That’s the reason that you are doing what you’re doing today is because of what happened in 08. I was wondering if you could give us a quick glimpse, because it makes a difference. 14 years later, now you’re prepared? Yeah, well, only, only 14 years later.

32:50 Is it 14? Yes, only 14 years later. By the way, it doesn’t seem like it was very, very long, because 08 lasted through 12. Yeah, so, um, I hope I’m not being Richard Dreyfuss today. You’re doing good.

33:04 So, uh, I had to move because of my charge over here, but um, bro, in 2008, 9, 10, the most, not only did I almost go broke, but spiritually and emotionally I was so disgusted with myself. Like, when I look back on that, I don’t look back and say, oh, I didn’t have money. That’s not the issue. Everybody can get over money. The thing that I, the, the most disturbing part of that event was I had put my family at risk.

33:42 I put myself at risk, and, but third, I couldn’t take advantage of the opportunity. Like, I wasn’t broke. I was a coward. I was broken. You know, I had a little money, but I was broken.

33:57 I was broken. My courage was like literally sucked out of me. My spirit was sucked out of me. Like, I didn’t. Grant Cardone left the building, right?

34:06 And I didn’t I didn’t have any, my swag, bro. Like, I was like, I couldn’t swing it, and I swore to my wife, I said, next time this s*** happens, this is 2010, 12 years ago, I said, the next time this happens, we had 50 million dollars worth of debt. I said, I’ll have 10 times the debt. That’s where the 10X Rule came from. Hmm, remember what they were saying?

34:27 The mantra of 2008, 9, 10 was too big to fail. They were telling, they told the public every day what you need to be. Right, the message for every family is you must get too big to fail. And so then I was like, it’s still thinking small. I’m a 10X.

34:45 My 50 million, and am I owed the bank 500 million? Next time I owe them 2 billion. Right now, I should owe him 20 billion. I wish I owed him 20 billion, right? Because if you owe them enough, okay, they cannot be antagonistic.

35:01 They have to collaborate with you. They can’t kill you, because now they kill themselves. It’s suicide, right? Your partners. You’re tied at the hip financially.

35:12 So then I couldn’t pull the trigger, bro. I had a guy, he he asked to borrow a million dollars from me. At the time he was running a company called ABCmouse. He was starting this company 12 years ago. It’s worth three or four billion dollars today.

35:26 Great dude. If a guy, if there’s one person on planet Earth you’d give a million dollars to, this guy will always get you handled. Super, super good dude. I said, Doug, I can’t do it, bro. I got it, but I can’t do it, and he said, no problem, man.

35:43 Don’t worry about it. I understand. And bro, I regret that so much today, because I didn’t have the courage to help my friend. I thought I was doing the right thing, because I was scared. I didn’t do the right thing.

35:55 Um, I underestimated my ability to dig out, and I couldn’t. I couldn’t take advantage of the moment. You could. I could have bought twenty thousand units in 2010 that would today be worth, another probably six or seven billion dollars, right? But I, I couldn’t pull the trigger this time.

36:19 Bruh, I am so ready this time. I like it. I’ve got a nut sack. My nut sack’s probably that big. Like, I like how you say you weren’t broke, but you were broke.

36:31 So you’ve been in real estate then, by then, 20-some years, and you knew, you knew you should buy those assets, but you’d been burned and hurt and you were like a shell of a man, and you’re like, I just can’t. Yeah, couldn’t do it. It’s the worst feeling, right? Couldn’t pull the trigger, bro. I knew I had a winning hand and I couldn’t bet it, right?

36:51 And that’s nobody ever talks about that. Nobody ever talks about being in a situation where you, you know, the coulda, woulda, shoulda. Yeah, f***ing people say, don’t worry about. Dakota would have shut up. God damn, you better worry about the coulda, woulda, shoulda, you know?

37:05 And that’s when you need people around you that says, pull the trigger. Remember, 10 years ago, bro, I didn’t have a private plane. I didn’t have 15 million people following me online. I hadn’t raised a penny. I hadn’t done a TV show.

37:19 Nobody knew me. 2008 was probably the best thing that’s ever happened to me, because it literally activated my superpowers, right? Yeah, right. It scared you so much, and it showed you by playing small, it was so dangerous. It wasn’t just about, I’m gonna make my little bit of money here.

37:35 Look, I got a few million in the bank, or I got this in the bank. But it was like, well, if you stay that small, you actually risk death, you know, ego death, total death, unless you get bigger. It’s not just about being the big dog. It’s about actually surviving. Conservative, being conservative in America is the riskiest thing a person can do.

37:58 Taking risk in America, you’re rewarded. Okay, like, you can go bankrupt in this country, you’re not going to jail. I, I don’t know why criminals, criminals just don’t start a business and bankrupt, because at least you don’t go to jail there. And, um, in America, you, you could live your whole life in jail because you’re conservative. That, that is explaining the entire middle class of America, by the way.

38:24 Right, all right. So now your position, not only do you have 10X the debt, or actually a lot more than 10X the debt, but also your position better. You’ve got assets, including your social. You’ve got a direction. You’ve got all sorts of diversified cash flows, you’ve got a whole customer funnel, a proven track record.

38:40 So now, regardless how much debt you’ve got, I did. You see my funnel. You’ve been paying attention? Yeah, I see your funnel. Yeah, let’s talk about your funnel.

38:48 You, you happy to sell someone something for five dollars, because then they, they change from being a watcher, a fan, they became a customer, and as soon as they become a customer, that relationship changes, and it’s a long-term, mutually beneficial relationship. That’s the way you look at it, right? Yeah, so you know there’s this concept of the lifetime value of a customer, right? Yeah. So Jared, Jared’s telling me that day, I’m hiring a company to figure out a lifetime value, and I’m like, yeah, why are you doing that, bro?

39:16 And he’s like, he runs the company, right? And he says he’s been with me 11 years. He’s 36 years old. Been with me since he was 25. And I said, why are you gonna try to figure out what the lifetime value?

39:28 Because I want to know exactly how much we can spend. I said, let me tell you what the lifetime value of the customer is. A bunch foreign, that’s all, that’s all you need to know, bro. Like, I’ve seen people come into my ecosystem that had no money or said they had no money that have given me millions of dollars. I treat everybody like a billionaire until they prove me otherwise.

39:50 I’mma treat everybody like a billionaire. Transact with them, transact with them like billionaires. This came because I remember walking into Bellagio hotel when I was 30 years old, maybe 35 years old. I had a little money. I was a millionaire, and but I played it 20, 25 tables.

40:10 I never played more than a 25 table, because I’m a frugal person, and they treated me like a 25 player. Well, they didn’t know I could spend millions. They didn’t know I’d be a billionaire one day. I did. You know, I knew I was going to be a player.

40:28 They never looked at, okay, what are his assets? I go in there today. I still go in today and I’ll play a hundred bucks, now, when a guy next to me is playing 10,000 at the same table. I know I’m worth more than the guy. Like, he’s probably gonna go broke there, and they, they treat me like a hundred dollar player.

40:47 They don’t know how much bank I got. And so that’s a really good lesson for everybody. Treat people like billionaires in your funnels too. Free books. We give out a thousand free books every single day.

40:59 Cardone University. It’s a thirty thousand dollar business program. I’m giving it to people for, rather than sending people a turkey brine, I’m sending them, Cardone U. Okay, okay. Use it for 30 days.

41:11 Okay, here it is. Okay, all you gotta do is log into it. So I actually play on mooch, on mooches, people that are cheap, people that don’t want to spend money, people that want things for free. I’m like, here, I’ll give it to you. It builds out the top of my funnel.

41:28 I now have the approval and right to now email you about other things that we’re doing, uh, and some small percentage of these people will convert. We’ll be like, you know what, I don’t want 30 days, I want it for three years. Yeah, but does this also only make sense because of your real estate asset business? No, no, no, but it helps, because, well, yeah, but I mean, I would do it without the real estate. It just so happens the real estate becomes the super funnel, right?

41:57 You know, yeah, it becomes the super stickiest thing you can possibly do on the planet is not sell somebody something. The stickiest thing you can do is send somebody money every month. I got 11,000 people I send money to every month. They’re praying for me, and they buy other stuff with you. They, they’re, well, sure.

42:14 Dude, I had a guy when we started Cardone Capital, by the way, raising money was not my idea. Okay, because I had been programmed by others not to raise money. Man, don’t do it, man. It’s a problem. It’s a pain in the ass.

42:31 You heard all books. Isn’t it amazing how everyone always wants to tell you how something, just because you haven’t done it before? Oh, there’s all these things, and the Wall Street guys, and but you’re like, but you’ve done 100 new things in your life before, and you’re thinking to yourself, this is just 101. How hard can it be? Yeah, yeah, exactly.

42:47 So, well, I, but I was, I was very indoctrinated on this don’t raise money thing. Okay, and so I was like, yeah, I’m not doing that because of the legal issues and set you up for lawsuits. I mean, I also had some money already. Had money, right? So I already had significant net worth.

43:05 I already owned a plane before we raised one penny. So I had a plane paid for in cash, so Gulfstream 550, paid for it in cash before I ever raised one dollar for Cardone Capital. So if people go back and look at the track record, they’ll see, oh, he had the plane already. Why? You can’t buy that with investors’ money if you hadn’t raised any money yet.

43:27 So I went to Wall Street with this woman, this two billion dollar woman. Yeah, went into the meeting. I went into the Goldman Sachs towers, and I’m hearing myself say, they said, don’t, don’t, don’t take other people’s money. Dude, those buildings are so, like, um, they’re massive, and they own these buildings, right? And I’m like, don’t raise, don’t take other people’s money.

43:57 And I’m like, this is what they did. All of Wall Street was built on other people’s money. And then, and then I saw how they ran these meetings. We were there three days. I was hooking her up with a bunch of people to manage her money, and um, you know, everywhere I went it was the same thing, bro.

44:15 All these people are raising money, and I’m hearing this thing, don’t, don’t use other people’s money, don’t raise. I’m like, this is, this is their b******t. That’s their mantra. This is where I figured out the indoctrination came from. It came from the guys that raised money.

44:29 They filter this down into the education system, so guys like me don’t raise money, and then when you start trying to raise money, you, you realize they got the SEC right there at the, at the door protecting them against me raising money. I don’t know if this is making sense. I’m sure it is to you. Yeah, and then when I got home, my wife says, me and Ryan were talking, and we think you should start raising money. I said, let’s try it, and that’s how the whole thing started.

44:55 It was not my idea. It was my wife’s idea to raise money. And that was one billion, 963 million dollars ago. Wow, wow. And we haven’t had any.

45:06 We’ve had two, two people that were a problem. Two little problems, two kids that put in five grand, and some attorney got a hold of them and said you should sue Grant Cardone for these statements he made on YouTube. They tried it. It was thrown out of court. Not only was it thrown out of court, the guy said never bring a case against this man again.

45:27 He paid you three times, three times more than he said he would. Um, and that’s the only problems we’ve had in three years. Eleven thousand people have given me money, every, every month they get a check. We have a, it built a, it built a, uh, funnel of 256,000 people that are interested. And one last story.

45:48 One of the first investments we ever got was from a guy that had been, I’ve been trying to do business with for 17 years. Yeah, 17 years. I’ve been calling on this guy trying to sell him books and programs and trainings and whatever, right? Never bought a thing from me. I opened Cardone Capital.

46:07 His first check was 400 grand. We sent him two checks back. I think we paid him, uh, two to 200 bucks or something a month. You got to check in March for 200, check in April for 200. He was on track to earn like six percent that year.

46:24 The third month, he called my office and bought every product we had. Every product I’d been trying to sell him for 17 years. Why? It was a new front door, dude. It was, I had the doors that I was asking him to come through.

46:37 The kitchen door, the patio, the training. He didn’t want to do that. He actually told me, he’s like, look, bro, I just basically think your sales stuff is a b******t thing. And he’s like, but, but I’ve been watching you for 17 years. You’re a great businessman, and I love real estate, and I can’t buy the s*** you buy.

46:55 So here’s 400. Let me see what you do with it. Yeah. After I sent him two, two checks, he’s like, you know what, let me check it. Let me look at this guy’s sales b******t.

47:04 And then he bought it off. So I don’t know why. Like, why do you go in a suit store and pick up a tie first and then buy a suit second? You know, it’s because he wanted. He obviously was happy to buy something from you, but you weren’t selling him the right product.

47:19 Sold the right product, then he just then he had a relationship with you, and then he’s like, I’ll take it. All right, and that, and that, and now that’s happening with Cardone Capital, right? I mean, hard on Ventures. I’m sorry, Cardone Ventures. Now we have people coming in the front door of Cardone Ventures.

47:33 A guy, 10 years in Scottsdale, Arizona, this past week. I’ve been pitching this guy for 10 years. Never bought anything from me. Shows up at this Cardone Ventures event. My partner, same name, gives him 400 grand for us to partner in his company to scale it.

47:57 Gotta, you gotta find the right inventory for people. Yeah, I, I got that lesson from you. We just did an equity raise, and I had a bunch of people that have been watching my videos for 10 years, never bought one of my products, never bought any of this. All of a sudden, you know, I’ll get wired 50 grand I never met in their life. I call this guy, but I’m like, what’s going on, buddy?

48:14 Uh, let’s make it a hundred, and uh, I’m like, by the way, what’s going on? And he’s like, yeah, I’ve been watching your stuff. I love you. And then when I saw I could actually own a piece of your company, I was in, and I was like, man, that’s a crazy piece of information I just got. Right, yeah, yeah.

48:31 And that’s a great lesson, probably to people out there, business owners, is that’s why people need more inventory. You know, you need more inventory. Like, you need, you know, I have free stuff, books, webinars, audio, video. Like, if you look at our inventory, our inventory is so massive. So I’m doing that because I want to give people what, that, whatever they want.

48:53 I don’t know what people want, and everybody wants something different at a different time in their life. And so, and so to answer that, lifetime value, your customer, for you, it’s like infinite. You’re like, look, especially, you know, the way you’re going, you know, you might be able to sell them a myriad of things over the next 20, 40, 50 years of their life, but you want them to become a customer, and that’s a different relationship, because we just launched 10X Kids, that’s going to be massive for me.

49:19 Okay, 10X Health. 10X Health will be the biggest funnel I’ve ever created. Let’s talk about 10X Health, because you got my man Dana White now looking, uh, looking skinny on his press conferences, and it’s all because of you. I saw you talk about 10X Health maybe a year, year and a half ago. I saw you getting the guns out when the sun’s out.

49:37 You’re looking great. And then, but then, all of a sudden, when you got Dana White on board and you’re now really scaling that, that’s a, that’s a massive change. So what happened with 10X Health? What happened with 10X Health was, I was 61 three years ago. I was starting to have trouble with my knees and my ankles and my back, some of the same stuff that uh Daniel by the way was complaining about, pain everywhere.

50:03 I’m not a medication guy, so I knew it wasn’t that. Um, I don’t do Advil or Tylenol. Like, I do almost nothing that comes from them. Good, and um, so I got a trainer, and I was still having problems, right? I wasn’t building muscle anymore.

50:28 I’d always gotten away with it. Brian, like, I don’t know. I think you have the same kind of body. Like, you don’t have you could walk past the gym and you get a little buffed up, you know? And I, it just didn’t take a lot for me to get a response, and now it was starting to.

50:42 I wasn’t responding. My body was not responding, and so I posted some stuff online. Hey, man, can anybody help me? What’s going on? Blah, blah, blah, which is what I always do.

50:51 And this guy named Gary Brecka reached out to me. He knew somebody that I knew. Came over. He did a swab. He wanted to look at my genetic, my genetic.

51:03 I thought it was all b******t. I’m like, whatever, bro, does it hurt? He’s like, no, it takes three seconds. Threw it in my mouth. This was pre-Covid, um, and then he gave me a blood, uh, um, but check my blood, and then gave me an infusion, vitamins in my arm, okay, and some other, some other things that I’m not going to go into here, but we do, we do it at 10X Health, and bro, my body started responding so fast.

51:34 It was unbelievable. I felt better. My aches went away. My pain went away. My sleep got better.

51:40 My thinking, uh, which I always thought was pretty clear. I know you think I got some kind of ADD or something, but I don’t. You changed the name of my Instagram profile when Elena was here being interviewed by me, because you couldn’t sit still for 90 minutes, and now I’m the real Brian Rose on Instagram. That’s because of you, bro. It’s not G, it’s not ADD, it’s genius.

52:00 It is. I agree. I love it. Okay, it’s having the ability to have a lot of windows open. It’s a compliment.

52:06 I have a lot of windows open, and I get bored with the one I have that I’m that I’m working with. I’m just going to move to another window. That’s what attention deficit disorder is. It’s not that I have a disease. I know you agree with this, but it’s not that I have a disease or a problem.

52:21 It’s I’m interested in another window because I’ve lost interest in this one. This one no longer holds my interest, so I’m gonna pop to another window. Um, like, I like things clean around me, and I also like things art early around. Now, some people say that’s some kind of OCD or something. I don’t know what the word or naming is b******t.

52:37 Hey, how about this? I like f***ing order. I like f***ing clean. I don’t like f***ing dirty. I don’t like stuff all over the place, and it does bother me because I want to believe that I have some, as I, as I speed through the universe on this rock, I want to believe I have a tiny bit of control over my bedroom.

52:58 And so, Dana, what happened was I got on 10X Health. I loved it. I started checking into it. The guy was making a couple hundred grand a month. I said, hey, bro, I’d like to buy your company.

53:10 It was called Streamline at the time. I said, bro, this is anything but streamlined. You got no organization, no accounting. You don’t have nurses. You can’t scale this.

53:21 We did a deal. We did a deal. I think six months ago we finalized, seven months ago finalized the deal. Did four million last month. It’s amazing.

53:32 He did, he was doing, he was doing a couple hundred grand at best per month. We did four million last month, and we’re, it’s going to be huge. Bro, congrats on that. And I listen to Dana to a couple podcast things and to sort him out, and he needed sorting, by the way. So great work on that.

53:49 It also get us more, more decades out of the UFC. So thanks. And is this what you do in Cardone Ventures, because you go in and you help companies scale and help them out with the blind spots they’re all having at their various degrees? And I’ve been watching some of your stuff behind the scenes. I’ve been on some of the Zoom calls, and I think I’m tuning in next week when you got something in Miami, and Brandon’s your partner on Cardone Ventures, right?

54:14 Yeah, yeah, yeah. He’s a he’s an oppressive guy. He’s a sharp guy. Thank you. I should get him on your show, but he, uh, he, uh, Brandon met me at a 10X Growth Conference, so again, this is the funnel.

54:27 Yeah, and he had a similar impression to you when he first met you, that everybody does, right? He’s like, I don’t know, I don’t know what’s with this guy. He’s shooting out cash from a gun on the hood of a Rolls-Royce, and then he got to know you. Yeah, because, because he came, he, he came from a very conservative corporate environment, right? You know, were they basically a bunch of sedated, alcoholic strip joint, uh, you know, these people?

54:55 Yeah, exactly. They’re like, oh, we’re so sophisticated, we’re so intelligent, what are you doing in a strip joint drinking s*** tequila all night and cheating on your wife? Like, I don’t do that. Now, what I do do is I do ride the top of my, the hood of my Rolls-Royce, spitting out cash because I’m trying to get the attention of the everyday person that will move their attention assets from things they’re not interested in, into things that are more interesting.

55:27 So I’m just, I’m just a committed businessman to my brand and to my eyeballs, so I’ll do whatever it takes. Uh, what do those guys do? Those guys go to golf club. They go play golf. They go on trips.

55:41 They get drunk, and they do stuff that they’re not proud of. So I’m doing the best I can. Do clearly, they’re not doing the best they can. Do clearly, your funnel is working if he’s working for you, and I’m talking to you. So yeah, so what happened was we did the 10X Growth Conference in 2019.

55:57 Yeah, in the stadium. Yeah, in the stadium, the big one. That was a big one. Every, every event that I do has a different reason for me. That event, the goal was to do the biggest events ever been done in America, and it wasn’t to make money.

56:14 Believe it or not, it was to attract people that, when they walked in the room, we, I didn’t need a hundred people to have this. There was 34,000 people there. I said, Sherry, said, hey, you know what would make you happy? I said, I just need one or two people to walk in here and say [expletive]. God damn, this is serious, and I want to be a part of it.

56:38 Brandon and Natalie came, found me through Sell or Be Sold. She liked it. She got on the 10X Rule after that. Liked it, forced him to listen to it in the car. He didn’t like me at all, fell in love with the material.

56:53 She wanted that ticket for Christmas. What do you want for Christmas? I want to go to this guy’s conference. They spent forty thousand dollars on two tickets. This was Super Bowl weekend.

57:03 They could have gone to the Super Bowl and spent 40 grand, or spend it to spend 40 grand with me. They spent it with me. Probably could have gone to the Super Bowl for less than that. The guy walked in the room. If you talk to, when you talk to Brandon, he’s going to tell you this.

57:16 I walked into the room and looked around, and he said to himself, if this guy actually fills this place up, we got to figure out what he’s doing. But he still didn’t think I would fill it up, and he came for three days stayed for five. At the end of the fifth day we cut a deal, started a company called Cardone Ventures. He thought it would make three million bucks a year. We’ll make 75 million dollars in the third year.

57:41 And what does it do? What does Cardone Ventures do? You scale companies. We basically go into companies that are doing at least a million dollars, and the goal is to take a million to 10 million in the first 12 months, right? 10 10 million to 100 million, and based on roughly what your revenues are per year, you probably have one of two problems that are scaling issues or vision issues or whatever.

58:05 From what I see from your methodology, and you guys try to get people kind of through that friction point that they’re struggling with, all the way. If you’re making 20 million, 30 million, 40 million, you keep pushing them to the next level of what they’re missing. Yeah, exactly. What, what is it you need, right? So marketing is a major problem for companies.

58:22 Nobody knows you, so you can’t, you can’t, you can do one to three million bucks a year, but you can’t do more than that without marketing. So they’re like, I’m word of mouth, okay? But you, bro, you’ve been doing 2.2 million dollars for the last six years. Your business is going to die if you keep doing the same number over and over. Be the grows or it goes.

58:41 So, uh, you’ve got break points, from one to three, three to six, six to twelve, you know, above that I’m at a break point right now. Okay, so like, so in each one of these break points, I either gonna figure out what do I need to add, so that I can scale to another level. And what nobody’s telling anybody is, bro, when you get big it gets easier. Bigger is not more complicated. I used to watch these guys, like, how does Jeff Bezos run a company with 200,000 employees?

59:15 Because it gets easier, not harder, with the right systems, with the right knowledge. Distance, got it? Right, have the right technology, and in the beginning you can’t afford any of that because you’re not big enough. Yeah. And so this is, this addresses at scale all of the problems that small businesses have, and you look at them as cash flow assets, a lot like you would a multi-family unit.

59:40 Yeah, so we got the multi-family. We got five billion dollars of multi-family. Then we have these businesses that are coming in: HVAC, chiropractic, health systems, like different, different verticals Now imagine, I’ll continue to grow the real estate, but I also have these other cash flow companies that are coming on board. Imagine if we go to Wall Street and put all that together and say, hey, every company we have has positive cash flow, a very unique thing on Wall Street today.

1:00:16 Mercy’s company, hundreds and hundreds of companies on Wall Street, right? Diversified as well, right? All with diversified revenue streams. Yeah, right. Okay, yeah, well, and so, well, you might take it to Wall Street, you’re saying to get some funding for it, or some debt, or who knows?

1:00:31 Yeah, or we could go public, or we could become them. No more Blackstone, Cardone Stone, you know, something like that. Um, speaking of scaling, how do you keep your head around all these different companies? I mean, you just mentioned, while we’re here, now 10X, you know, Ventures, 10X Health, Cardone Ventures, you know, the real estate, the events, business, your sales training, your university. I mean, and there’s more.

1:01:00 How do you keep your head around? I’m starting a media company. I’m starting 10X Media. Uh, we’re gonna, we’re producing, we’re right now producing seven TV shows. You and I should talk about this offline.

1:01:11 All right, let’s do it. So I’m doing the real estate King right now. We have six episodes in the can. We’re shooting many mobiles showing off kids around the world that are already making money. It’s going to be very aspirational.

1:01:25 The entire channel is going to be entrepreneurial. I’m going to do a CNBC channel, basically a money channel for families. I’m going to do what they should have done and did. So it’s going to be, uh, me and Rick Ross are doing a show called The Ultimate Hustler, looking for the ultimate ultimate Hustler on planet Earth. That show could be licensed worldwide.

1:01:46 By the way, have a London ultimate Hustler, Australian ultimate, you know, you get it. Uh, the fourth show is called, um, Getting Rich in America. That show could be scaled worldwide, license, uh, the fifth show is, um, Inside the Mind of an Entrepreneur. It’s a documentary, really showing the, the wind-up, how people think like this. And the other one’s an icon show on super, super successful people, studying what these people did in their mind as they came up, like the Tilman Fertittas or some of the really super successful people in America and around the world that have created businesses from scratch.

1:02:27 And you’re producing all this stuff, yeah, to be distributed, variety of platforms, your own sites. We could have license agreements. Netflix is interested in the real estate King right now. So this, this CNBC for families. What do you mean by that?

1:02:43 Like, the whole family could watch it, so the kids can be inspired by other kids, or it speaks. Yeah, yeah, exactly. So kids could watch kids, right? Like, I got people telling me and said, man, your kids are extraordinary. Yeah.

1:02:56 CNBC was here yesterday. She, they met Sabrina, and they said, yeah, what are you feeding this chick? Well, so Sabrina makes an appearance, I think, on the real estate King, right? I know she was down there filming with you. First of all, is that your show, or is that you’re doing that with someone else?

1:03:12 That’s your show, that nice dude. After Undercover Billionaire, I’m like, f*** it, I’m gonna do this s*** myself. They had 19 people shoot Undercover Billionaire. 19. My crew is six.

1:03:25 I’m a third the crew, and I get it done five times faster for a fifth of the budget. You know, I was, uh, I would think I was listening to 10X Rule when I went to Boston, because my, my daughter’s going to go to school there. And, um, I was listening to it in the plane or something, and I, you walk through the whole struggle. You went to get on TV, man, and I was like, you know, you’re going through the whole thing and meeting the producer and going to the Harley-Davidson store and all this crazy stuff, and I was thinking, it’s about time you produce your own show, because now you don’t have to deal with all that anymore.

1:03:56 Yeah. The first show I did was called, uh, what was it called? Turnaround. Came right. They bought eight episodes, bought, paid them, did two.

1:04:06 I dropped the demographic of National Geographic. I dropped their demo by 12 years, and they bailed on the show, because they’re like, well, we need old people here, so it freaked them out. Most networks want the drop, right? And we did the Undercover Billionaire show. They delayed production.

1:04:24 They lied to me about how the show was going to be shot. It was going to be just me. They added two more people and made it a threesome. I would have never agreed to do that, ever. Uh, and then they delayed the production, and, and, and so, and they, and they butchered a great, they butchered a multi-hundred, probably a hundred million dollar enterprise.

1:04:44 I tried to buy the show back from them, and they’re like, nah, dude, if you’re successful, we’ll we’ll all get fired. All right, you’re doing your own shows. My own deal, bro. You see, my superpowers are activated. I know I want to talk about your superpowers.

1:05:00 Um, tell me about, uh, your, your, uh, your, your secret weapon, which is Sabrina. She’s in on this show with you. Um, how old is she? What’s she doing, and has she surprised you in any part of what she’s doing here? What she’s taking on, etc.

1:05:17 Well, she keeps surprising me as a 13-year-old, because I was not where she is when she was, when I was 13. I was a mess, man. And, um, so both my kids, 13, Sabrina’s 13, Scarlett’s 10. They’re both just phenomenal. And I don’t know whether it’s because Elena, you know, home birth, no meds.

1:05:38 I think that that’s part of it, letting the kid come out when the kid wants to. You don’t, you don’t, you know, when you do the home thing, you don’t speed up the process. You know, cut, you know, you just wait. You waited out. It’s the most courageous thing a woman can do.

1:05:57 Like, and I understand that not everybody can do that for whatever reason. They told us not to. They said it was a medical risk. I said, let’s roll, bruh. You know, and, uh, funny story.

1:06:07 The doctor, when I went to the doctor, I said, we want to do this at home, and he’s like, yeah, I don’t do that anymore. I said, oh yeah, you’re gonna do it. You’re going to do it, and you’re gonna do it with me, and we’re gonna have an espresso, a cigar, bro. You going to come help me? And he’s like, why you want to do this at home so bad?

1:06:22 I said, because I gotta, this is, we started this at home, we’re gonna finish it at home. I said, bro, I’m convinced I can do this without you. I just like some assistance in case I get in trouble. So anyway, I convinced him to do it, and do much respect, because I did it in the hospital, and it scared the hell out of me twice. So yeah, dude, hospitals are just, they’re, they’re, we’re sick people, though.

1:06:45 We didn’t want to have a birth where sick people go. The hospitals are where people go die. I don’t think it should be a place where people start life. Yeah. Um, so the second thing about Sabrina is, um, Aunt Scarlett, uh, we got him on these communication courses when they were like seven and eight years old.

1:07:05 I’m convinced that has something to do with how much confidence they have. Crazy confident, crazy, crazy. I mean, Scarlett, I saw her speech on stage at, I think, one of Elena’s events. Crazy confident, and that wasn’t a rehearsed speech. She felt comfortable up there.

1:07:21 That was crazy. Stay right there on speech. They practice as little or as much as they want to. They work out the whole deal. Did we have nothing to do with it?

1:07:32 Like, it’s like, this is your task. Do you want to do it? Yes, I do. Okay, do you want, do you need any help writing it? Maybe, maybe a little bit.

1:07:41 Um, and then they go roll with the deal. I mean, it’s phenomenal. All I can attribute it to is, is three things. Is that course they did, the communication course they did, and the third thing is we took them out of school. Yeah, talk about that.

1:07:53 Homeschooling, that’s, that’s not easy to do. Oh, it’s easier than the other way. Well, you get better results, maybe, huh? You get better results, but it’s taxing as a parent, isn’t it? I don’t think it’s taxing.

1:08:06 I think it’s more fun, man. I think it’s, we, we took them out of school because, we just, one, I want to spend more time with them, not less time with them. I don’t want to wait until I’m tired to spend time with them when the day’s over. Yeah, and I want to be able to walk in the house if I got 30 minutes, and I want to hang out with them. I want to be able to do it while I, I can.

1:08:26 If I want to go on a trip, I want to be able to drag them with me, right? So, uh, also, if I’ma f*** them up, I want to be the one to f*** them up, not have somebody else f*** them up. Yeah, you know, I’d like to be like I did that. Uh, and if they turn out to be freaking awesome, I want to be able to take credit for that too. So you can’t do that if you send them off for 13 years.

1:08:49 And so we took him out of the schools long before Covid. This was probably three or four years before Covid happened, uh, and before it was popular. So anyway, Sabrina, uh, constantly surprised. She spends a lot of time with me. Uh, Scarlett spends more time with her mom.

1:09:06 I travel. I’ve been traveling a lot, shooting these TV shows. Sabrina wanted to do them with me. And, uh, and you enter in there. Is she doing deals?

1:09:17 Is she so, one show, one show, the guy’s like I said, you got any of the deals you can show me. And she said, and the guy says, yeah, I got one other better deal. And Sabrina, at 13 years old, says, if you have a better deal, why’d you show us this one? I was like, God damn, that was gangster, dude. He knows how to underwrite the deals now.

1:09:40 She’s learned how to underwrite a deal. What price would you pay? But you know, this is what you get when you roll with your dad. Um, they’re gonna pick it up. Yeah, yeah, they’re gonna pick it up in all sorts of ways.

1:09:57 She’s probably picked up things you don’t even have any idea how she picked it up, because she saw you do one, or was around you, or heard you mentioned something, or saw you react to something. That all goes into their DNA, right? It’s, yeah, and they absorb it all, bro. They can be on Instagram playing a game, listening to me, uh, and watching a TV show at the same time. They don’t have attention problems.

1:10:18 They’re sucking all this data in, and that’s how the kids learn so fast. And for whatever reason, adults later think that they need to be focused. And this is why the school system, I think, is broken, because you got to focus on this one topic. Well, how do you know I can’t take in 10 things at the same time? Yeah, that system’s so broken.

1:10:37 Not to mention the fact they don’t teach you about money or business or anything. It’s cool. Yeah, don’t get me started about that. Um, please tell me about you, because right before we started today, you’re like, Brian, I’m on fire. Like, I’m just firing on all cylinders.

1:10:51 Like, tell me about where Grant is, like, spiritually, energetically, because you do feel like you’re vibrating in an even higher level than I remember when you were here, and you’re always vibrating at a next level. Like, you always are kind of on some spiritual gangster stuff. Again, people wouldn’t understand that about Grant Cardone, but I spent time with you, and you’re always like vibrating on this kind of next level. You know, so tell me, what’s going on with you?

1:11:18 Why? Well, that, yeah, look, I always like spending time with you, because I think you see me better than a lot of people. There’s maybe two guys that I do this with, that, like, they get who I am, and it touches me every time I’m with you, because I’m like, oh, well, Brian understands who I am totally. And you’ve also seen the trajectory. Like, you have literally documented me saying something I was going to do, something, and then doing it.

1:11:45 You’ve done that better than we have, than my own company. Yeah, because you’re doing an interview, and, and if you go back and say, you know, I you did. I think the first interview that you did with me, I mean, I only had like maybe a couple hundred million dollars worth of real estate. I know that seems like a lot of real estate, but, but not compared to 4 billion. Yeah, so, and we’ll do a deal.

1:12:12 Yeah, I’ll do one deal today that’s 60 million dollars, like, in one day. It’s crazy, man, and, and I wasn’t doing that when I first got interviewed by you. And so what changed? How is that Grant different? I mean, that was, I met you, that was June 2018.

1:12:28 Grant, this is four and a half years later. How are you different, and why are you different? Well, one, I think these interviews actually helped me reflect on me, as weird as that might sound. But again, I’m gonna go back to what I said earlier, you know, I’m figuring me out. And then when you ask me questions like this, I’m like, okay, well, what am I, how do I keep track of all this stuff?

1:12:55 You know, what is getting me going? What’s getting me going, man, is I just want to find me. I want to find this. I don’t want to be broken again, you know? And there’s so many levels of broken.

1:13:07 Money does not solve this. Money, planes, cars, they do not solve the brokenness of an individual. And I don’t mean broken like it’s a bad thing, or the empty hole that people talk about, the hole inside, I don’t see it as a whole. I see it as this aching divine discontentment, with me knowing there’s some truth in me, some potential in me that hasn’t been, that I haven’t hugged out yet, right? Like, the father of a child wants to hug their kid.

1:13:46 I want to hug this, the full potential of Grant. And you know, how could I do something, going back to what happens to you when you die? You know, Dana White, Dana White’s all curious about how long he’s going to live. He’s like, Grandma, how long are you going to live? I said, bro, I’m gonna live forever, bro.

1:14:09 And he’s like, what? I said, I’m Immortal, dude. I said, the only people to worry about when they’re going to expire are people that think they’re Immortal. I’m not mortal, I’m Immortal. Any kind of chuckled, right?

1:14:18 I said, no, bro, I’m serious. I’m immortal being. Okay, this physical unit will, will elapse. He’s like, ah, come on, man, that’s too much, man. I don’t believe in all that Hokey Pokey.

1:14:31 I said, Walt Disney is f***ing immortal. Steve Jobs is Immortal. Bro, Jesus Christ is Immortal. Those guys did something so big that their name continues to perpetuate. JP Morgan will be around for thousands of years.

1:14:46 So these are people that went from being people, JP Morgan was a f***ing ruthless gangster. Yeah, probably a petty thief. Probably started as a petty thief. Okay, Jay-Z started as a, as a drug dealer. His music will perpetuate immortality, and JP Morgan moves from being a petty thief to an institution.

1:15:07 Many people, many of your listeners don’t even know JP Morgan’s a person. So, so that’s what I remember. I interviewed Tommy Hilfiger. Tommy Hilfiger says, you know, Grant, a third of the people that know my name don’t even know I’m a real person. They think that I’m a brand, that there’s no real Tommy Hilfiger.

1:15:26 Well, that can be said about a lot of people, right? And so that’s, that’s kind of where I’m going now. Okay, I think, I think what I do now is I go from being, you know, the drug addict, car salesman, marketing author, speaker, 10X guy, to one day all that’ll be thrown out, and Grant Cardone becomes Cardone Capital, becomes Cardone, Cardone Rock, uh, and becomes an institution that could live, you know, that could exist, and it would be worth trillions of dollars, not billions.

1:16:00 See, I’ve sat with you in the studio where you said to me, Grant, you said, Brian, you could take it all away. You could take away all the wealth. You could take away my kids, my family, but like Cardone, me, I’m this, on this piece of energy that’s going to keep vibrating, and like, no one ever said that to me before, Grant. I remember you said it, and that’s why when you say this now, you know, some people would misconstrue what you just said as, I’m gonna be so big that I never get forgotten, and my legacy is going to be so big, and that’s how I’m going to achieve immortality.

1:16:32 But that’s not what you just said. You just said, I’m going to be immortal because my energy will always be here, and I will always be this energy. Some guys are trying to build something so they never get forgotten. It’s more of a desperation move, but that’s not what you just said, right? No, like, like, I want to be able to make an impact.

1:16:52 Okay, I want to make an impact. I want to do, I want to, I want to achieve my full potential, and, and if, you know, if your full potential is winning a race on a Saturday afternoon, okay, cool, but nobody’s gonna remember it next summer. It’s just going to be forgotten. I don’t, I don’t, I don’t want my efforts to be forgotten. I want them to make such a significant impact.

1:17:16 Steve Jobs talked about denting the universe. You know, I, I was down in L.A. the other day, and I saw Steven Spielberg’s name on the side of a hospital. I’m like, wow, why haven’t I done that? Why? He’s saying, hey, my work funded this hospital, my creativity funded this hospital.

1:17:33 My creativity funded my ability to be charitable and to make a donation in a building that will be here for a thousand years. And so I don’t think Steven Spielberg wanted, his needed, his name on a building. But it does. It does. You know, it’s certainly inspirational to me to see his name on a building.

1:17:57 I, I don’t take it like, oh, he, he needed his name on a building. I’m glad he put his name on the building. So, so, yeah, dude. I just wanna, bro, I just wanna. I, I wanna feel like I did something.

1:18:14 I spent the first 20 years of my life doing nothing. I was literally stealing from society and robbing myself every day, and then the next 20, from 25 till 45, I worked myself like a slave. I was just a middle-class slave. That’s all I was. I thought I was better off than the slaves and the Third World countries.

1:18:40 I was just, I just dressed better, and I had a better car, but I was a, I was a goddamn slave, and I was scared, and I was small, and I was, you know, everything was about me feeling better about myself. It was all about money, and I you know, I need to get my security, and I thought money would give me security. It was a complete untruth. 2008 hit. Last 12 years.

1:19:06 Now I’m like, okay, now I need to do something big enough to where I feel good about the contribution I make. And it also might be about the age I’m getting to now too. So, and so fast forward now 25 more years, what do you think will be that legacy of Cardone, like, if you had to imagine, and fast forward, you know, to when you’re 90 or 85? Yeah, dude, look, I loved I’d love to. I, I look.

1:19:37 My superpowers are activated by antagonism. Okay, like, when people antagonize me, I mean, if you want to see me get great at something, just f***ing tell me I can’t. Tell me I shouldn’t. You know, make fun of me, uh, treat me like I’m invisible, and all of a sudden, all of a sudden, man, I become this f***ing Marvel comic character that Stan didn’t write about yet, and I’m going to create a TV network, and they’re all going to come back and want to do business with me.

1:20:13 They all ignored me for 20 years, and they’re going to be like, they’re going to kiss the ring. So you got to chip. There’s a chicken, yes, one thousand, one thousand. Okay, part of this is ship. Part of this is, I want you know, I want to say I did it, not for them.

1:20:29 Not, I don’t need them to apologize. I don’t need them to say you were right and I was wrong. I want the claim. Okay, right? Like, I want to know I did it my way, that’s that song by Frank Sinatra.

1:20:41 I love it, because I wanted, like, I did it my way. Now I wish I didn’t have to do it my way, because it would be easier with their help, but it’s better when you do it your way. Anyways, I don’t know. I don’t know, but because I’m not, you know, they’re not helping me do it with them. So, so anyway, I want to build a network out.

1:21:02 I’m going to build a bank out. This is going to become a bank. Good. Uh, it’s going to become the most trusted bank in the world. It takes care of families and marginalized people and the everyday person.

1:21:14 Um, and I’d like to influence the educational process. I’d like to encourage people to homeschool, and to see how much easier it could be, actually, to homeschool their kids, and how much more fun it, and how much more it would do for the family structure, that people would start taking responsibility for the kids’ education. Yeah. What about politics, bro? You can’t do that, you can’t do that when the federal government’s got an agenda for you to work and not be at home.

1:21:47 Okay, 800 billion dollars in America goes to fund school systems, and we’re 300,000 teachers shark, and no one from the Democrats to the Republicans, and everything in between, would say that our school system is, is succeeding. It is a f***ing dismal failure by everybody’s calculation. Nobody argues about that. It takes 12 years to get through high school to go to college, to be a two trillion dollar business that funds annuities that Harvard and Yale, all that money sits with Wall Street.

1:22:24 That’s all connected, man. Federal government funds 800 billion a year to get some kid to go to higher education, to borrow money from the taxpayers, to get into an annuity fund that funds Wall Street, because that money’s trapped for 35 years, right? It’s all an interconnected racket, all together, from education to finance to medicine. If we want to go there, right, to government, it’s all interlinked, and you and you want to break it up. I’d love to.

1:22:56 I like breaking stuff up. What about politics? Is that in your future? You know, probably not, bro. I mean, you know how I’d get destroyed just by the interviews I’ve done with you.

1:23:07 I mean, or would they be amazingly liberated by Scientology? You know, they’re gonna, they’re gonna take Scientology, my religion, and they’re going to distort that and turn it into some, some crazy, out of this world ideas. And uh, I don’t know. I think you’re taking Scientology mainstream, Grant. I think you’re, I think you are.

1:23:28 You know, well, funny thing is, there’s a lot of people at my level that go there to study, yeah, and to find that life balance thing. Oh, and to find, to find their own answers about things they maybe have questions about, like I do. When Covid hit, you went down to your church and spent some weeks there, and you talked to me about it on that really good interview we did. But you were straight up, you know, you were straight up telling exactly how it was going down, and I remember thinking, like, wow, you know, you had the foresight to think, I need to go and recharge my batteries and get back to my basics, because I’m about to go through some serious storms here and some battles.

1:24:13 And, um, I remember you telling me that, man, and that was powerful. I thought it was powerful. You know, and what, it’s not like your normal churches you can go do that at, right? It’s not like you can call up, you know, your local Presbyterian church and say, yes, the churches, most of the churches in the world were closed, right? Right, they couldn’t even go kneel and pray for an hour, which I think, you know, people doing that together, you know, when two or more come together on anything, I don’t care what you’re praying to.

1:24:41 Two or more come together about anything, it’s going to be something bigger than if one person did it. So what I do, my church is just a very practical place to go. It’s a place where I go and, like, learn skills. How do I raise my kids? How do I raise a teenager?

1:24:58 Raising a child is different than raising a teenager. Yeah. How do I, how do, how do I start handling my own mortality? How do I start making transitions? How do I tell my own story?

1:25:13 All these things are very practical things that the churches, the church teaches, that it’s not a, what’s the word for religion? That’s doctrine. Um, is like told to you. I don’t know, believe this. Yeah, whatever that word is, that’s not what this is.

1:25:32 It’s not where you listen to one person disseminate, um, scripture. This is where you’re like, okay, I need to learn about how to, how to, I need to fix the, my marriage. There’s a course for that. Okay, I need, what, what is it, you don’t understand about finances? There’s a course for that, because spiritually, spiritually a person should be in charge of the material universe.

1:25:57 Money income outbound, like somebody’s spending more money than they make, is a spiritual violation. It, it’s not a math era. Okay, it’s a spiritual violation. It’s an out ethics issue. Um, people cheating on, their, the people that they committed to.

1:26:14 It’s most people are not doing that because they want to. And they’re not doing it because they think it’s the right thing to do. They’re doing it because they’re unable not to do it. Like, what is, what is going on? You, that’s so reactive that you’re glued to pornography, you know, or that you, you feel like you have to cheat on your spouse, or you can’t even give your spouse everything that you have in you, or you guys can’t even get on the same page because you’re so busy bickering.

1:26:42 Those things, as a Catholic or a Protestant or a Baptist or a Mormon, most of those, those aren’t courses you get in most churches. And that’s not to devalue any religion, because I think all religions are important. If you look, if you look back over time, all religions actually have been very, very important to mankind, having a place for people to go and pray and gather, and, and, and believe in something together. Um, have been a part. Yeah.

1:27:15 All right, so no politics for you? You don’t think well, and my wife’s kind of against it, but, but you see, I like a good fight, bro. I know you do. And things could change. Things can change, you know, uh, who knows?

1:27:29 You know, Sabrina, Sabrina wants to play. Hi, Sabrina, we we see you. Maybe it’s, maybe it’s not me, maybe it’s her. Uh, oh, how do you feel about that, Sabrina? Sabrina, come see.

1:27:43 What do you think? It sounds okay. Running for office, senator of California. What do you think? No, we wouldn’t do.

1:27:55 How are you liking, uh, doing the real estate King with your dad? I see you doing the behind-the-scenes stuff there, and I’m liking it a lot. It’s a lot of fun. Yeah, I can’t wait. I can’t wait to watch the episodes.

1:28:06 Looks like you take, taking care of business. You want to talk about being homeschooled rather than going to school? Um, well, for me, when I was going to school, I didn’t really love it. Uh, I just felt like I wasn’t really learning anything. Every day I went to school, like, eight hours, I’m sitting here like, wait, what did I just learn?

1:28:23 And I didn’t really have any friends particularly, so it wasn’t that great of an experience for me. It wasn’t like I was when I wanted to be understood, so it wasn’t like when I left school I was like, oh no, all my friends. No, I didn’t have any friends. So, um, that’s the first thing people would think, is like, what about all the friends? But you make friends other ways.

1:28:43 I make friends other ways, and I’m just, I’ve never really, like, gotten along well with kids my age. I connect better with adults. Fascinating. Probably because, maybe because of your parents? Maybe.

1:28:56 Yeah, maybe, and, and you like being on screen and being on stage and hanging out with your dad and doing all this stuff? Yeah, well, it’s great to watch. It’s great to watch, and you and your sister are both naturals in your own ways, you know, doing this, and you’re 13. Yeah, okay. You see, you talk like you’re 17.

1:29:16 So here we go. I’m better than I’m 17. I, I think I talk better than a 17-year-old. Yeah, you probably do. Yeah, you’re probably the public speaking from both, uh, you and your sister, is incredible.

1:29:28 And again, that’s, you know, that’s probably the most important currency anybody can have, especially as a young person. How can you communicate? And you guys do it incredibly. Yeah, I agree. I agree.

1:29:38 Uh, you’re gonna be on stage in Vegas. Oh, 100. Oh, yeah, of course. All right, all right, I might have to come out there and see you. Get out of here.

1:29:46 All right, all right. So maybe on politics we’ll see, or maybe her um, yeah, politics is a crazy racket. You know, I spent seven months running for mayor of London. It’s crazy, man. Do you regret it?

1:29:56 Are you glad you did it? No, I don’t. I never regret anything, and I learned so much, and again, talk about pattern interrupt. I mean, I got people’s attention with that for sure. Um, so it was all good.

1:30:07 Um, the hate was next level. The media here in, in the UK, I mean, it’s a blood sport here, and they’re the best in the world. Yeah. Now, Brian, what was it, real to you before you started this, how much they will actually lie, or was that like a new, like, oh, wow? It was new.

1:30:24 I mean, I knew it was next level, but then to see that it was just all nonsense, that’s what surprised me. That it was just, it’s all nonsense. I think the public, I think the public, until you see fabricated information about yourself and your family, completely fabricated, completely unreal. That fake news thing, I remember hearing that from Trump. Fake news.

1:30:49 You know, I’m like, dude, that’s, that’s kind of an exaggeration. And then when it hits you personally, you’re like, oh, b******t, yeah, that is fake news. Yeah, it’s fake. And if you tried, sometimes if you try to defend it, you reinforce the fake news narrative, and then you tell someone, you’re like, oh, by the way, I never did that, and they’re like, oh, you did what? Oh, I didn’t know you did that.

1:31:07 And you’re like, no, no, I didn’t do that, and then you’re like, ah, yeah, yeah, yeah, yeah, exactly. And, and the, and then to see the mainstream media, who’s actually in cahoots with the political parties, because they make money off the two-party system, and whether it’s a conspiracy or just a uh, a relationship where they both win, to see that happen with an independent candidate, it was just like, oh, this is how it all works. So, uh, and then the truth is, I could probably do more good for the city, for the world, in this seat, than I could in City Hall.

1:31:37 At the end of the day, um, so if you weigh that all in, maybe that’s, it’s not the best place for me to be. You know, people running for Congress these days, it’s like, you know, I don’t know what else they could be doing. Some of those people. So maybe, maybe we were meant to do some other things. Yeah, well, you know, this, this Pennsylvania, I think that job is 95,000 for a senator.

1:32:01 95,000 bucks a year, and they spent two billion dollars. Madness. Man, all right, it’s crazy, bro. Just shows you, anybody that thinks this whole thing is not a rigged game, and I’m talking about big pharma, food companies, uh, Wall Street, the SEC, all this, all this is tied together, and, and me talking about the SEC is not probably something I should do. They know everything I do.

1:32:30 But anybody for the people out there, any you guys that are not willing to challenge the status quo and think, the school system, how we are educated to be workers, not thinkers, not doers. We’re not, my kids, we’re not being encouraged to do that at school. They were being encouraged to sit and listen and mimic at best, and mostly, mostly just remember. And these kids are doing now, when you do something, you learn it. When you learn something, it doesn’t mean you can do it.

1:33:05 And so, uh, everything from the school system to our foods, to the media, uh, it’s just, it’s just a shame that people are, and, and the division we have has to be tied into all that. Yeah, yeah. The division. Watching the division in America from over here, it’s crazy to watch. Like you said, the number you just mentioned, the 2 billion spent, uh, the stoking of that division, the new narratives, talk about the war in Ukraine, all that stuff.

1:33:36 The information war. I was in the middle of the information war in 2020, right? And again, all of a sudden I saw, like you said, YouTube banning me for talking about a mask that would soon become a vaccine. I was like, how are all these things related? Well, they are.

1:33:49 And then when I started getting into blockchain, Grant, I really started getting an even bigger microscope into our financial system. And when you control people’s money, hell, freedom of speech looks like a nice day in the park, you know? When you don’t have any money, forget about talking. You don’t even have time to talk. So when they control your money, then you got nothing to talk about.

1:34:08 And so when I started looking at the financial system through that microscope, it’s like, it’s very illuminating. One thing blockchain does is, it’s a great educational tool for the public to show them what the banking system, what fiat currency, does. And so people are like, oh, they see it a little more clearly. And then, like you said, all the conflicting parties, from the SEC to all these things that are supposed to be these gatekeepers, that just aren’t.

1:34:31 At the end of the day, they are. They are gatekeepers. Yeah, we honestly are. They’re gatekeepers, right, of the status. They are gatekeepers.

1:34:38 It’s just they’re keeping you out. Yeah, so I think that message for everybody is, question everything, question everything. And then be honest with yourself. That, well, I think it was Terence McKenna once said, I don’t know who discovered water, but it definitely wasn’t a fish. And so realize that you were brought into this system so you can’t even see it yourself.

1:34:59 Right, right. Even you can see it, Grant, but you can’t see it as well as your daughter be able to see it, as well as their kids will be able to see it, because you know you’re born into it. And so many things, you just, you know, you got to step out of yourself and say, wait a second, why is it that way? So yeah, yeah. Look, and I think the other thing for people to do is not just question everything, but you have to create success for your family.

1:35:22 Like, this needs to become the mantra. Like, if I ran on politics, I would just run on, like, hey, look, if you don’t f***ing get success, you are screwed. We are broke. We cannot help you. That we need to tear the bandage off this thing and just say, look, we cannot save your families.

1:35:40 The school system is broken. We can’t hire enough people. Look, like, this is, guys, it’s up to you. We have to pull together. We got to pull our resources together.

1:35:50 We got to figure out, there’s a lot of things that are working. Let’s focus on those, but some of these programs have to be dumped. Yeah, yeah. Put the owners, right, put the owners back on the individual. Well, the state you’re in right now is famous for that.

1:36:05 I mean, you know, it’s going more socialist. Everything, I’ve been here. I’ve been here nine days. I’ve not seen one police officer anywhere between downtown L.A. and Malibu. That’s scary, man.

1:36:14 Since I’ve been here, I’ve not seen one police we need you to run, Grant. Um, I want to ask you one thing before we wrap up. Um, something I can really see changing about you and Cardone Capital and everything. You said something the other day, and it really got my attention. You said collaboration is the new currency, and you said, look, I always was the guy that did it myself in the past, and going forward you’re like, I want to start collaborating with more people, and I can see how it’s not your default, but you also know that, like, this is where I need to go, and I’m a bit like that too.

1:36:51 I’m the self-reliant guy. I’ll do it myself. I can do it better. I don’t need your help, blah, blah, blah. But you know, at some point that only gets you so far, and then it ultimately isn’t with this greater vision of empowering people and being a service.

1:37:03 Tell me how you made this distinct change. I know you got some exciting stuff coming early next year. But just tell me about this. Well, you know, I had the saying that all assets become liabilities. Maybe you’ve heard me say that before.

1:37:18 Yeah, it means that your superpowers will become, once the world knows what your superpower is, or you know, or you start to rely on it too much. Um, my competitive nature, this, this, my, you know, when, when you antagonize me, I, I become this, like, this very strong individual. Uh, give me the ball, I’m running it in, and I’m going to run it in like this. Not a question. People, even people that don’t like me, say, hey, bro, I don’t like the guy, but that f***ing God does what he says he’s going to do, and he pulls it off some kind of way every time he pulls it off.

1:37:54 So I’m that guy. I know how to win the game somehow, but that becomes my liability, right? That asset, that power. Yeah, you know, if you get too much muscle, you can’t actually move. Your asset becomes a liability.

1:38:06 Um, what’s his name? The guy, the drug cartel guy down in South America, the big one, a Pablo Escobar. Yeah, his assets became his liability. Actually, that money became his downfall, because he had so much of it, right? So the point of that is, um, I, I looked up one day, I’m like, bro, you’re so competitive, right?

1:38:30 There’s a guy, you, you and I both know, big guy, top three speakers in the world, and me and him went, freaking, head to head, big, tall guy. Okay, and I’m like, man, you got to quit competing with everybody. Cannot be competition for you, right? You, you, everywhere I turn, I, I’m finding myself in a fight, so I’m like, I need to start collaborating. So you’re gonna see me start doing, we’ll do 50 interviews this year, like you do with guys that would love me to breathe on them, guys and gals.

1:39:05 The TV channel. Okay, only two of those shows will I be in. The rest of them are going to be other people. So I’m going to start, and notice our 10X Growth Conference, how we started to bring other people onto that stage. So all this is an effort to collaborate and to work more conducively with others, to get them what they want.

1:39:26 In January we’re going to do a million, a million-person event online that we’re collaborating with. Will probably send out somewhere between 13 and 20 million dollars in proceeds to the people that helped us put that event together. They’ll keep a majority of it, by the way. And, um, again, just to collaborate with other people in their businesses. I’m reaching that age, bro, where you can’t keep fighting, but this is still hard for you.

1:39:59 I can see it when you’re describing it. You’re like, this, you still got to push yourself to do this. Well, I mean, I still want to be a gangster, right? Like, like, when I was a kid, man, my dad died. My mom, she would play this game called bourre, on Friday nights.

1:40:17 So it’s a, it’s kind of like a poker, uh, for Cajuns. She’d have the women over, and they’d come over and play, and she’d throw us in her bedroom, and we’d watch. Me and my brother would watch gangster moves from six o’clock till two o’clock in the morning. Dude, I was watching these shows. Now my dad’s gone, right?

1:40:36 Yeah. My older brother, he’s not in the house anymore. My all my male mentors are gone, so I’m watching, you know, James Cagney, Humphrey Bogart. I’m watching The Godfather, everything that’s gangster, and I’m looking, I’m watching. There’s no Instagram, and I’m watching this, and I want to be, I want to be the Godfather.

1:40:55 I want to be, I want to be a gangster. I want to, like, I didn’t know what else to be. Bro, I was looking up, and all I knew about the gangster was that he was in control. He had money, made decisions. He was tough.

1:41:08 He made hard decisions, and he loved his family. All gangsters, almost all gangsters had family, number one, and then they’re killing somebody the next morning, right? But it was like this crazy thing, and I literally said, I’m gonna become a gangster one day. Well, I didn’t become a gangster, right? But I do.

1:41:27 I have in some ways become a bit of a gangster, in having my own voice and fighting for the little guy, and, and going out and getting the money. And then, you know, if somebody, somebody steps on my toes, dude, I’m a punch back hard. Um, so yeah, I do fight a little bit, but hopefully I’ll collaborate with people that like that part of me that wins a lot. Yeah, yeah. Well, it’s a real market shift, and I’m excited about that.

1:41:53 I’m looking forward to it. Um, Grant, final thoughts. Someone’s walking into what’s going to look like some bumpy times in America and worldwide for the next 12 to 24 months, especially with an old way of thinking. Um, what’s your advice to them? I mean, if you go back and read your books, and I listen to them quite a lot, you know, you’re always like, you got to expand when other people are contracting.

1:42:14 You got to build the fire, as you say. But, like, and you just said there, you can’t wait for someone else to take care of you. What do you say to people that buy into that media narrative? Oh, I can’t do this, and it’s decreasing. Like, what should people do right now?

1:42:27 I think everybody should get very scared right now. So, first thing I always do is, I get, because fear, fear actually stimulates me to start. You know, if there’s a fire in the house, then, I then I got to get out. I start making moves. So the first thing I would tell people is you need a moment of contraction right now, introspection with the intent to contract, so that you can expand.

1:42:54 So what I would tell people to do is, okay, this is going to be very nasty. This could be worse than 2008. Could last a couple years, maybe three years. It’s gonna be nasty, man, and they’re going to lie to you until it’s too late for you to know it happened. So they’re going to keep kind of moving the thing, that it’s all right?

1:43:14 Like, they changed the definition of recession already. They’re going to keep playing this game so people don’t get violent. But I would tell you, immediately take a look at all your assets. This is the introspection part. Okay, preparation.

1:43:26 Look at every asset you have. Rate them from a one to a five. A five is absolutely necessary. You have to have it. Quit buying anything that is a four or below right now, and sell anything that is a four or below immediately.

1:43:42 Gather your resources. Okay, anything that you have that you don’t need, get rid of it and get money. Okay, start gathering resources. That’s the contraction part. And the second thing you need to do is build a plan of how you’re going to expand, use those funds or resources to expand into the marketplace and grab assets, because the whole world is about to go on sale, right?

1:44:07 And you want to grab those cash flow assets when it does. Yes, sir. And the good thing about cash flow is, it fights against inflation, because those cash flows are coming in the future now, right? Real assets, not companies. I’m not talking about companies that, that, on Wall Street, like, oh, you want to buy, you want to buy some company cheap.

1:44:27 I’m talking about businesses that cannot go out of business, because they actually benefit from businesses going out of business. Like, I would look at, I would look at trying to buy businesses right now, not start a business. There’s in America, there’s 32 million small businesses. There’s 10 million of them that are in trouble right now with an owner that wants to go. I wouldn’t start a business to compete against him.

1:44:51 I would collaborate with him, and he’ll probably give you some money, or time to pay him back, to take over his business. You know, it’s probably going to be easier to buy 10 businesses today than grow your own business by 10, right? And that, that way, in that way you would 10X your business without even growing your own business, right? How do you keep your mind right when you’re dealing with stress at home, lack of cash flow, media nightmare, division, and politics?

1:45:21 How do you, how do you do that? Get around people like me, right? Get around, get around people that are like, hey, it’s going to be all right, this will pass. Uh, are you going to be bigger or smaller on the other side of this? That’s your only choices.

1:45:35 You’re going to be bigger or smaller on the other side. If you’re smaller, you’re going to suffer. If you’re bigger, it’ll be painful either way, but don’t you want to be bigger on the other side? Because you can’t be the same. You will not be the same on the other side of this.

1:45:48 Good advice, Grant. Um, always a pleasure talking to you. It’s better when we’re in person, but, uh, it’s still good. I’m gonna get over there. My plane’s getting delivered tonight here in L.A., so, uh, I’ll, I’ll put London on, you got the brand new plane.

1:46:04 Now, yeah, it’s your third plane. Yeah, okay. What’s this one? A 650ER. Okay, just, you needed a new one.

1:46:17 How many helicopters you got? Well, I had two. I sold one of them. Okay, I got an offer I couldn’t, I couldn’t, I couldn’t, I couldn’t not take it. Okay, all right.

1:46:28 Uh, final thoughts, Grant Cardone. And look, man, it’s, uh, always good to be with you, Brian. You know, I love what you’re doing to help people and I just tell everybody out there, man, while you’re watching this. I don’t know how long we’ve been here, a couple hours. Look, don’t you know, you can look for the parts to, to criticize, find something I said you didn’t like.

1:46:53 But I would suggest to you that if you can bind those, that those things are in you. Whether you like me or don’t like me, you couldn’t see it in me if it wasn’t in you. So the stuff that you don’t like about me, I’m, I’m, you know, I’m so, I got so much confidence or whatever it is you don’t like about me, I’m arrogant. I’m a money [expletive] grungeer. I want f***ing money.

1:47:17 I want to be rich. I want to be immortal. All that s*** you don’t like about me, you could not not like it in me if it wasn’t in you. And that goes for the good stuff. If you like some stuff that’s in you too, man, if you want to be great, you want to reach your potential, and you want immortality, and you want to raise great kids, and you want to homeschool them and take more responsibility, all that stuff that inspired you is in you too.

1:47:42 So don’t let it be in me and not being you. Beautiful advice. One of my affirmations every day when I was running for mayor and I had people coming at me from every angle was, something you said, and I used to repeat it out twice out loud every day: criticism is a sign of success. I want more. Yes.

1:48:02 Grant Cardone, and uh, if people don’t hate you, people don’t know you. Some of my best customers didn’t like me in the beginning. It goes like this. It goes like, first of all, they ignore you. That’s the thing you need to worry about, right?

1:48:16 That’s the worst thing, right? That’s, that’s most business owners’ problems, is being ignored, right? 100. So first they ignore you. Okay, then they kind of laugh or chuckle at you.

1:48:26 They kind of dismiss what, what it is you’re saying. Then they criticize you. Then they hate you. So the criticism is, it’s a low level criticism that you’re doing too much, or you’re blah, blah, blah. You’ll hear it from your family, and then the fourth thing is they hate you, like, dominantly start to oppose you and hate you and resist you, and that is promotion, by the way.

1:48:47 That’s number four. It’s the best promotion you get. And then the fifth thing that will happen to some of these people is they’ll move into admiration. Right, right. Almost everybody just wants number five right away.

1:48:58 There’s nothing you told me when you were here. You said hate and love are the same thing. It’s just the signal got a little wobbly on the transmission, right? It’s a perverted admiration. Yeah, it’s the same energy.

1:49:10 Uh, Grant, I really appreciate the time. And um, I just love, I love watching you be successful. So every time I see the new thing you’re doing, it always makes me smile. So keep doing beautiful things. You’re an asset to this world and universe.

1:49:23 And um, thanks so much, man. Send my love to the family, and I’ll come see you out in the states soon. Let’s go, brother. Appreciate you. And I’ll have my guy send you a clip of the new plane.

1:49:33 All right, man, sounds good. All right, bless. Take care, everybody. We’ll see you next time on London Real. Bye.