Episode 213 – Sid Garza-Hillman

---

Automated Transcription

---

[00:00:00] Heroes are an inspiring group of people. Every one of them from the larger than life comic book heroes, you see on the big silver screen, the everyday heroes that let us live the privileged lives we do. Every hero has a story to tell, from the doctor saving lives at your local hospital, the war veteran down the street, who risked his life for our freedom to the police officers and the firefighters who risk their safety to ensure ours.

[00:00:18] Every hero is special and every story worth telling. But there is one class of heroes that I think is often ignored the entrepreneur, the creator, the producer, the ones who look at the problems in this world and think to themselves, you know what? I can fix that, I can help people. I can make a difference.

[00:00:31] Then they go out and do exactly that by creating a new product or introducing a new service, some go on to change the world. Others make a world of difference to their customers. Welcome to The Hero Show. Join us, as we pull back the masks on the world’s finest HEROpreneurs and learn the secrets to their powers, their success and their influence.

[00:00:46] So you can use those secrets to attract more sales, make more money and experience more freedom in your business. I’m your host, Richard Matthews, and we are on and 3, 2,1.

[00:00:57] Welcome back to The Hero Show. I am here today with Sid Garza-Hillman. Sid, are you there?

[00:01:02] I am here. Nice to be here.

[00:01:03] Awesome. So glad to have you here. I know we were just chatting before we get on the recording. You’re coming in from Northern California. Is that right?

[00:01:09] Mendocino coast. Little town. Yeah.

[00:01:11] Yeah. It’s one of the things, I’m a California native myself and I always giggle with people there like, oh, you’re from California or Northern California. I’m like, they’re actually like two separate states.

[00:01:19] Oh boy, are they? Yeah. And I grew up in Southern California. And so for years I thought California ended at San Francisco. So that was like later when I realized, oh, there’s a whole another California north of San Francisco even.

[00:01:30] Yeah. And it keeps going too, like in some states you can drive 18 hours and still be in the state.

[00:01:35] It’s true. And now I’m like north of San Diego. Oh, San Francisco. I go, no, no like four hours in the north and keep going.

[00:01:43] You’re still in Florida, but yeah, I used to go up to that area, to Shasta-Trinity everything all the time. So I like that part of the country. And, you know, salmon fishing and everything up there. It’s completely different than Southern California.

[00:01:59] It is completely different,

[00:02:00] It’s very warm and very sunny and it’s rainy and all sorts other stuff up in Northern California.

[00:02:05] Yeah. Pretty great.

[00:02:08] So what I want to do before we get too far into, this is just go through your bio real quick.

[00:02:11] So our audience knows who you are and then we’ll just dive into your story. So Sid Hillman is the author of three books. Let’s see if I can get these titles right. Approaching The Natural, Health Manifesto, Raising Healthy Parents, Small Steps Less Stress and a Ahriving Family and Six Truths: live by these truths and be happy. Don’t and you won’t.

[00:02:27] So you hold a BA in philosophy from UCLA, your public speaker, a podcaster on your podcast, What Sid Thinks, your certified nutritionist of running coach, an oxygen advantage breathing instructor, which I wanna hear about that. Cause I’ve never heard that before.

[00:02:39] Totally.

[00:02:39] And founder of Small Stepper you’re a Stanford in and resort wellness program director, and a race director of the Mendocino post 50K trail ultra marathon. 50K is a long ways.

[00:02:52] Yeah, well, it’s technically 31.4, but my race goes a little bit over. So it’s about 34 miles.

[00:02:56] That’s awesome.

[00:02:57] On trails. Yeah.

[00:02:59] So why don’t we start with essentially what you’re known fo as for your business, basically, what’s your business like? Who do you serve? What do you do for them?

[00:03:08] Well, I mean, I guess you could say it’s under health and wellness, but it’s a very specific approach.

[00:03:13] That came from a series of failures meaning that I initially started with coaching people nutrition, and, realized very quickly that they weren’t sticking with my recommendations long term. Not that they didn’t agree with them, but they didn’t have the tools to continue that. So I backed out that inspired my first book and also my overall approach, which is Small Steppers, which is first and foremost, a stress management and habit change approach.

[00:03:34] Under that, I do coach people. And as you said in the bionutrition fitness and breathwork, but it all is in the stress management and habit change umbrella because without those tools, people will try something and not be able to stick with it. So I first teach them my approach of how to stick with something long enough to make it a habit. Then I teach ’em the information to then apply that system too.

[00:03:55] So why don’t you start real quick for me, what is the go to help people to stick with something. Because I feel like that’s a big win for people.

[00:04:05] It’s huge. Well, so this is like a long term, you know, this is like the anti quick fix thing, right?

[00:04:10] So the, the marketing of the quick fix is very powerful. It’s very strong. It’s why people are drawn to these kinds of things, because it prays. I’m gonna say, because it is. It’s a sort of a predatory kind of thing, I think praise on our excitement, our desire for good life. And it says, well, I can deliver you that with almost no effort and very quickly, but it can’t. And it doesn’t, and it fails every time.

[00:04:33] So what I do is, my mantra, I hate that word, but it’s what it is over the last few years it’s mind first body second, which means we will get to the discussion of weight loss. We’ll get to the discussion of endurance and fitness. We’ll get to the discussion of all this stuff, but let’s talk about your goals.

[00:04:47] Are you very clear about what you actually want? Because if people take another five seconds, they’ll say, well, I don’t wanna just lose weight. I actually wanna be at a healthy weight. Okay, well, that’s a different conversation, cuz if you just wanna lose weight, go on any diet, you’ll lose weight and most diets will deliver weight loss.

[00:05:01] They just don’t deliver it long term. So in quantifying those goals, like really working with clients for weeks, them writing assignments, getting things very clear. What are they actually looking for in their lives? What are their ideals? What are their standards? What are their values?

[00:05:17] What are their actual goals then? Then, I will talk about ways to get to those goals, but not until they know exactly what they want first. That’s the very opposite of what a diet does. Diet says, don’t think about anything. Just do exactly what I tell you, eat this at this time, do this exactly this recipe and you’ll lose 10 pounds in 20 days.

[00:05:35] And like I said, it works and they get excited and then dopamine hormone gets flown and they’re like, this is amazing. Everyone goes, you look so fantastic. Six months later, they gained it back almost a hundred percent of times, if not a hundred percent of times.

[00:05:46] Yeah. It’s really interesting. Cause I worked with a high performance fitness coach for a couple of years. Who’s who started to work with entrepreneurs like myself. And one of the first things that he did was that same this of like, what do you actually want out of your health goals? And where I came down, I was like the very specific thing that I’m interested in is like, I’ve got four kids and my youngest one is three.

[00:06:07] And I wanna be able to keep up with them hiking when they’re 18.

[00:06:11] That’s right.

[00:06:12] Which is I wanna be able to take them out and do adventures and stuff with them. I don’t wanna get old and tired kind of thing.

[00:06:17] That’s right. How old are you?

[00:06:19] I am 36 now.

[00:06:20] Yeah. See, I’m 53. And I like the fact that I can run the course that I direct that I run it the day before I like that I can go out and do 34 miles on trails. I mean, my twins are 13 now, but they’re still young. I play basketball, baseball with my kids. I I’m running around. I’m super active. I do value that.

[00:06:38] And I like the fact that I’m able to pull off those things. Those are very real values. Those are so much more important than weight loss. I couldn’t care about a scale weight. I do like the fact that I’m active at my age and a lot of guys, my age are not active and they’re on a lot of prescription medications.

[00:06:51] I’m on zero I’m on zero non-prescription medications. I value those things so much that I am able to do the things that are necessary to keep living this way to not do short term verses.

[00:07:02] Yeah, to able to live life and like have specific, I call them life outcomes, like things that you wanna do in your life. I tell people all the time for like their business too, like cuz we do business coaching and other things and it’s like, what do you actually want your business to do for you?

[00:07:18] Yeah, because if it’s just money, then it’s you lose, that’s probably not what it is actually, it’s like people go, I wanna lose weight and I go, wait a second, why? Right. So if you coach somebody and they go, well, what do you want me to do business? I wanna make money. Well, why? Well, because I want more time off with my family, okay, now we’re talking right? Now that’s the real meat of it, you know? And then, and sort of like when it comes to food, like nutrition coaching, this is loaded because people want it with no expenditure.

[00:07:44] They want their health goals with not giving up anything. And it’s like, I’m sorry. But if you understand that you want long term weight loss, that means sometimes you’re gonna eat stuff that isn’t the best thing ever all the time. Every single time you eat, you know, it’s not a sacrifice at that point.

[00:07:56] You’re eating something that’s super healthy. It tastes good enough. You do that in most days you have treats when are out with friends or on weekends or something, pretty simple thing. But man diets sell you this idea that you don’t have to do anything. You can have exactly what you want with no effort, almost no effort put in. And that’s just a lie.

[00:08:14] Yeah. And like the same thing goes with the growing your business, right? Like one of the things that like, we travel full time and that’s really important to me that we can travel and adventure and do those things. So I have like time requirements for like how much time I gonna be able to put in my business and how much time I wanna do it.

[00:08:27] And like income things, but my desire to move, to be location independent is one of the higher end things, which puts a lot of restrictions from what I can or can’t do from offering services and products and whatnot in my business. Cuz like I got a good friend of mine.

[00:08:44] Who’s like, I’m just so jealous of your business. Cause I built my business. He makes probably 10 times the income I do. He’s like, but I’m stuck with like an eight hour chain to this area.

[00:08:52] That’s right. Yeah. So you were very clear about what your overall goal was, and that informed your actions on the ground. I apply that same way of thinking to health and happiness to know your overall goals informs what you do on the ground, which means you’re not gonna dive in and overwhelm and burn out yourself on a new diet.

[00:09:12] You’re gonna hold back because it’s important for you to have a long term health goal. So it informs what you do day to day, which is gonna be a lot less than somebody on a diet does. I use this. It’s this exactly the same approach. I just extrapolated that kind of thing into how I coach people in the fitness world and health world in general, with nutrition and everything else it’s know your goals first, because that will inform what you do day to day.

[00:09:34] Yeah, exactly. So you’re doing, you’re living that thing. You’re not willing to make more money at the expense of the true value of what you wanna do, which is to be able to travel around and all the things that you want to do, you know, not sit in an office for 10 hours.

[00:09:45] Yeah. A absolutely. And you find out, you actually need a lot less money to do the things you want than you originally think when you set out to go do something.

[00:09:55] Yeah. Well, of course you, and if you make a bunch of money, what happens? You start spending more money. Then you have to make that amount of money to keep going. Right. That’s the thing that we’ve all kind of gotten into, like we got more income, we, oh, I can afford this and this.

[00:10:06] And then I’m sort of locked into that income. So I’m grappling with those things mysel and trying to stay, keep my, and it’s an ongoing work, right? It’s an ongoing focus on what are your goals? And so with clients, I’m constantly, even when we get into the minutia of, okay, well now you know how to do the approach.

[00:10:23] Let’s start adjusting your diet. Let’s say, but every now and every few days I go, let’s remember your goals, go back and read what you wrote, about what you want in your life, because you’re getting all excited about food now I go, hold on a second, don’t take on so much, cuz your goal isn’t short term weight loss.

[00:10:39] And so it’s always like a bounce back to when they were calm and in their kind of good place when they wrote those things. I go back cuz that’s who you are revisit that every now and then.

[00:10:48] Yeah. Yeah. It was interesting when I started my health journey was actually not weight loss. It was weight gain cuz I was always this scrawny kid.

[00:10:55] Sure.

[00:10:55] I could never put on weight. And my health coach, one of the first things we did was we went through a like a genetic testing thing and discovered like whatever the gene is that gives you like a hunger and satiety response, mine is not activated, so I don’t really experience hunger the way most people do.

[00:11:11] And I don’t really feel full when when I finish food and he’s like, there’s generally two responses to that gene flip. And one of them is you overeat cause you don’t have the full thing or the other one is you undereat, he’s like, it’s more uncommon in America to undereat he’s like, but that’s sort of where you’re at.

[00:11:27] And so he had me do a food log for a couple of months, essentially. And he was like, my average calorie intake on a daily basis was like 1200 to 1400 calories despite being active in doing all these things. He’s like, that’s why you can’t gain weight. You’re you’re not eating enough.

[00:11:41] Yeah. That happens to people just in general.

[00:11:44] So I had to retrain myself on like how much food is actually like the right amount of food to eat, to actually, you know, to gain weight. And then after we made those adjustments actually doing the workout stuff like that I was able to put on like 10 pounds of muscle in like three or four months.

[00:11:58] Nice. Huge.

[00:11:59] After 20 years of not being able to put on any weight at all.

[00:12:02] I get it. Yeah. The body tells you things, you know, and even without genetic test, you can use those markers of, am I gaining weight? If I’m weight lifting and not increasing my ability over time, something isn’t adding up, probably you’re undernourished, you know?

[00:12:19] And so, those are ways that I could look at it even without a blood test, you know?

[00:12:23] Yeah. Yeah. I just thought it was fascinating cuz he was like, they were, it was just one of the first things he identified and I was like, it’s really interesting when you start looking at the data that your body is giving you.

[00:12:33] So you can learn a lot and make adjustments. It’s not hard really, if you just make simple changes

[00:12:41] Yes. Hence he small steppers, you know, that’s my whole benchmark of my entire approach, which is, making little changes and kind of guiding the ship in a very, you know, looking at everything kind of way and making micro adjustments along the way, always improving along the way.

[00:12:55] Not pushing too hard in one area that you end up burning out and doing nothing.

[00:12:59] Yeah. Yeah. It’s interesting. I said I definitely had a different health coach than you, but he had a similar approach cuz he was like, we’re not gonna do all these things. We’re gonna do one thing. He’s like, we’re gonna do this a lot.

[00:13:06] That’s smart.

[00:13:07] And was like, okay, now we’re done a food log. Let’s let’s try adding one extra meal.

[00:13:10] Yup, there go.

[00:13:12] So, that was it.

[00:13:13] Yeah. Because it works, and so guys like that, and myself are battling the people magazine before and after photo you know, the P90X DVD. Those are great, but they like 10 minutes a day. Have you ever done one of those DVDs?

[00:13:26] I have actually went through the P 90 X program when my wife was pregnant with our first baby.

[00:13:29] So would you say it’s a very easy 10 minutes?

[00:13:31] No.

[00:13:32] It’s a nightmare, right? It’s like, it sounds great. 10 minutes, but that is a brutal 10 minutes. Like I do some high intensity interval training, and it’s like 15 minutes and I go, it’s only 15 minutes, but boy’s outta a slow 15 minutes, you know, like you are in deep, you know? And so that’s enough.

[00:13:48] I remember really specifically doing the yoga on the P 90 X thing. And I was like, yoga, it’s yoga.

[00:13:57] It’s gotta easy.

[00:13:57] Yeah. It’s gotta be easy. And we did the first yoga thing and we only made it halfway through the routine.

[00:14:02] That’s right.

[00:14:02] Where we were like on the floor. Like I can’t do this.

[00:14:05] That’s right. Yeah. I have a treadmill and has this like eye fit pre you know, like it’s got a tracker has like, you know, those programs and videos and everything. One was like an 18 minute hike. And I was like, you know what? I’m just gonna, I’ll do an 18 minute hike today.

[00:14:15] It was to this day, the hardest work I’ve ever done on that machine. I was dying. I had to stop like every three minutes, stop the machine, pause it, sit down and get back on. Cuz it was like inclined of this a whole 18 minutes. Right? So even something that was sold, like it’s only 10 minutes. Well that can be enough if somebody doesn’t have the proper sort of mindset around it and everything else to just people won’t make it through.

[00:14:37] Yeah. And then like, you know, Tony Horton’s famous for his like plyometric pushups where he can like jump off the ground with his pushups, all four limbs. And he is like, we’re gonna do some pushups. And then he gets on the ground and does pushups and his whole body comes off the ground. And I’m like, how did he do that?

[00:14:51] Different pushups than I thought. Yeah, exactly.

[00:14:54] So yeah, that was like this a little more intense than what I’m used to. So I wanna talk a little bit then about your origin story, how you got into this business of helping people take small steps with their health.

[00:15:04] And you know, just every good comic book hero has an origin story. It’s the thing that made them into the hero they are today. And I wanna hear that story where you bit by a radioactive spider that made you want to get into health coaching, or did you start a job and eventually become an entrepreneur, basically. How did you get here?

[00:15:19] I was bit by a vegan. No, that’s a whole joke. Which was not vegan for them to do that to me. Anyways I so interesting origin story, which is I got in UCLA with one goal in mind, which was to be an indie rock musician.

[00:15:32] That’s a good goal.

[00:15:33] So, yeah, so that was my goal. That was my big goal, indie rock musician. I took a job at UCLA at in the audio visual department with a bunch of other misfits actors and writers and musicians. And it was this kind of this Motley crew of people trying to do other things. And in my pursuit of music, playing gigs at night, I then from a weird chain of events, got landed, an agent to act, and I started making a living as an actor.

[00:15:55] So I quit that job and became a full-time actor in Los Angeles for years. And so it’s a completely different thing than I do now. But here was the through line. I was a lifetime and lifelong asthmatic with a lot of allergies. So when I was about 22, just outta college, I was given a book and I read it and it was about nutrition.

[00:16:15] I’d never read a nutrition book in my life, had no interest in it at all, but it made a correlation between dairy and asthma. I thought, well, that doesn’t make any sense, cuz dairy’s like in your stomach and asthma’s in your lungs. There’s no whatever. But on a Lark I gave up dairy for a month just to see what it was like.

[00:16:32] And my asthma went away for the first time in 22 years. No medication.

[00:16:37] That’s amazing.

[00:16:38] Yeah. And my allergies almost entirely gone. So that was my first foray into diet and nutrition and like, whoa, and as a singer, I really dug that a lot. Again, it was already an attachment to the quality of life.

[00:16:52] It wasn’t about a weight loss thing or even any thing minutia. It was like, oh wait, this makes my life better. So there wasn’t a restrictive aspect of it. I hear all the time. I could never give up cheese. Well, it wasn’t a big deal for me cuz my life got way better for doing it. So for years then I was playing music and doing acting and the whole thing, but started reading nutrition book after nutrition book, just cuz it was like, this is so fascinating.

[00:17:14] My diet evolved and I started getting in better shape and then I would make mistakes and kind of, just learning, learning, learning. Finally, Los Angeles burnt me and my wife out, we were there for 20 years. My wife also went to UCLA. We stayed in Los Angeles after we graduated and just sort of hung out there and worked like we did, but it eventually took our toll.

[00:17:33] We had a 19 month old, our daughter, first daughter was born at that time in Los Angeles. And we realized, probably me more than my wife. She was ready to go, but I was really ready to go. My band I’d stopped playing in LA cuz I didn’t like the club scene there. I had already been on tour in Europe and got spoiled by not playing in Los Angeles.

[00:17:51] And I just said, you know what? Can we get outta here? And she was like, let’s I don’t know, but, but let’s start looking around and we found this little town and we moved up and it was like a five day turnaround from the moment I stepped foot in this town to five days later when we put an offer on a house and put our house up for sale in Los Angeles was six days total.

[00:18:11] Nice.

[00:18:12] And yeah, and we relocated up here. Once we got up here, we sat on the counter of our kitchen and went, what the hell did we just do? Because we were really not planned in sort of substantial way. But there was this resort step 10 minutes of 12 minutes away, 11, 13 minutes away called the Stanford in.

[00:18:28] So I go down, I go, let me get a serving bartending job. Cause we’re literally like were doing some, my wife’s a designer. We were doing some letter press printing, like just kind of trying to figure out. And my plan was, I’d go down to LA every now and then, and audition for work and I’d call my agent and I’d go, okay, I’m coming down.

[00:18:42] You’d go. Don’t bother. Don’t come. I’d go, but why there’s nothing going on. You left at a really good time, it’s dry. There’s nothing going. It just kept doing that. So I never went back down. So I was like, I gotta figure out something to do here. So I started working at the Stanford Inn, but still with my nutrition thing going on.

[00:18:58] So. Within a year said to the owners, Joan and Jeff Stanford. I said, if I go back to school and be at certification and nutrition, can I teach here? And they said, absolutely. So I went back to school a year and a half program. My twins were then born in 09. I was in school, became certified as a nutritionist, started teaching at the resort, working with clients on the side.

[00:19:19] And the rest is really history. Cuz at that point, like I said, in the beginning of the conversation, I had the failure of teaching people, a nutritional approach, which I still stand by today, but that they weren’t sticking with made me back out, inspired me to write my first book, inspired me to launch my first podcast, which is different from the one I do now.

[00:19:39] But and begin working and speaking all over the country. It opened up a whole new thing for me, which was, oh, this is not about food. This is about stress and habit change. Oh, okay. Now we can apply that to food, et cetera, et cetera. So that really was the inspiration for the work I do now. And my three books that I’ve had published and a fourth one on the way.

[00:19:57] Yeah, that’s amazing. And I can feel you on the whole six days thing, our decision to move into an RV and travel around the country five years ago was inspired by our landlord, you know, who came in one week and he is like, I’ll bring you the contract to resign the lease at the end of the week.

[00:20:12] So, you know, cuz the year lease is up and we gotta just resign the contract and he comes back the next week and he goes, so the property owner decided to sell, I can’t res resign the lease for you. And he is like, they’re supposed to give you like 60 days when you have kids and whatnot.

[00:20:25] And it was like 35. So I could have been abutt about it if I wanted to. But I was like my wife and I just looked at each other and we were like, how about we take that RV trip we’ve been talking about instead of trying to find another place.

[00:20:37] Unbelievable.

[00:20:38] And in 28 days we drove 1500 miles to look at three different RVs. We bought one of them, our friends bought another one. We brought that back home and the remaining 14 days, I renovated that RV. My wife sold everything we owned and took care of the house. And then we moved into the RV on day 28 and haven’t looked back

[00:20:55] Unbelievable.

[00:20:56] So we’ve been traveling since.

[00:20:58] Unbelievable God. That is so cool.

[00:20:59] And that moment when we pulled out on the RV for the first time when we sat there and like, what the hell did we just do

[00:21:07] Oh yeah.

[00:21:08] That moment.

[00:21:08] Same moment. Right. It’s just like what the, yeah, such a huge change. Right. But it’s like, you prefer that to, you know, being in your eighties and going, I never did that. You know, like for me, we sat on the counter and we were like, what did we do? Our friends were all in LA. And they never thought we were crazy. We’re like, we’re moving to Mendocino. They’re like, first of all, they’re like where? You know, and second of all, they’re like, why you’re moving?

[00:21:33] Cuz people in LA are only aware of LA.

[00:21:36] That’s right? Oh no. And we were too, I mean, we didn’t even know until we started looking around. Right. And it was like, then we went, oh, this whole thing opened up of like these little towns.

[00:21:44] And I was like, oh my God, we could live in like a little town that’s crazy, you know, and so rest is history. And the crazy thing is we’ve been up here for 16 years, which is approaching how long we were in LA, you know? So it’s like, I feel like we just moved up here, but we’ve been here almost as long as we were in LA.

[00:22:00] Yeah. Yeah. And then you said you’re youngest was born in 2009?

[00:22:06] Sorry. The twins were born in 2009. My youngest was born in 2004, so in 2004. We, we moved up here in 2006. In the beginning of 2006, so my oldest daughter was about 19 months old when we moved up here. And then four years later, my twins were born.

[00:22:24] Yeah. Yeah. So my youngest and my oldest are the same age. So that’s fun. So you ended up getting into the space where you were teaching, where does the breathwork come in?

[00:22:35] Pretty recently within the last couple years, actually. So I’m always looking into things. I’m always researching whatever is happening in the health and fitness world. I’m a long time practitioner of cold therapy, for instance. I’ve been doing that four years every day, literally every day. I think I’ve missed one single day in over four years.

[00:22:52] I’ve done it a couple times. I hate it.

[00:22:54] Yeah. Well, everybody hates it. Everybody hates it. Everybody hates it. It’s what it is. I’ve joked about this on my videos. I a hundred percent dreaded it every single time, but every time I get out, I go, I’m glad I did that.

[00:23:04] It’s a weird game my brain plays. I go, I do not wanna do this. I do it. And I get out. So my first foray into breathwork really was because of cold therapy. So that was about actually it’s five years.

[00:23:16] Is it the same kinda stuff that like Wim Hof teaches?

[00:23:18] No, it really is. So I did his 10 week program in 2017. So I’m actually realized I just hit the five year anniversary on July 15th. So I’ve been doing it five years, every single day with the exception of one single day. So in 2017, I do his 10 week course on a Lark. I go, that’s look kind of cool. I’ve been practicing that breathwork every day, like I said, and getting in the cold shower.

[00:23:39] Now I have a cold tub that stays at 39 degrees on my deck outside.

[00:23:44] Oh, that’s cold.

[00:23:44] Yeah. Yeah. And in the winter, it’s something interesting, more than a few days this winter, it would be like 39 degrees outside. So I walk outside, it’s 39 degrees and I get in a 39 degree tub. It’s like as cold as it is outside.

[00:23:58] Anyways. So that was my first full reign into breathwork. The Wim Hof breathwork thing is, I dunno if you know anything about it, but it’s very much of like, you do it for 20 minutes. It’s not how you breathe regularly. It’s just an exercise you do. And I do.

[00:24:09] I’ve actually done a little bit of it.

[00:24:11] There you go. So it’s, you know, and you hold the exhale and in your case that’s a whole thing.

[00:24:16] But in my research into breathwork in general, I stumbled upon a program called the oxygen advantage run by a guy named Patrick McEwen. He was mentioned and cited in the book Breath by James Nester, which is a great book. If you haven’t read it, he’s a journalist and he kind of looks into all these different kinds of breath modalities and oxygen advantage is one of them.

[00:24:36] It peaked my interest for a number of reasons, anxiety, stress, but also increased endurance. So as a running coach, I was like, okay, if there’s a move into an influence in the fitness realm I’m game. Let me check this out. So I went through his certification training and I love love it.

[00:24:53] So I’m not a Whim Hof practitioner. Again, I took the 10 week course, but I’m not a certified coach in that. So I don’t coach anybody, but I am in oxygen advantage. So I do breathwork classes at the end, at the resort. And I also teach clients breathwork that are in my small steps program. I do separate breath coaching.

[00:25:09] It’s different from Whim Hof in the sense that oxygen advantage is geared toward training people, how to breathe functionally most of the time. Whereas Whim Hof is like, you do this for 20 minutes and you’re done for the rest of the day. Oxygen advantage is very much geared toward training your body or retraining, it’s not a new way to breathe.

[00:25:25] It’s like let’s get back to the old way when we were breathing slower and lighter and not over breathing cuz of stress in the modern world. So it’s very much of a certain exercises that allow people to learn how to functionally breathe again. And it’s been incredible. I mean, so incredible that with my clients, I am getting into the breathwork before nutrition, which for years it was like, okay, small steps, stress management. Okay. Now let’s talk about food. Now it’s small steps, stress management. Let’s talk about breathing. Then we talk about food. So it’s actually taking the poll position in my coaching program.

[00:25:57] So, just out of curiosity, how does that discussion go over generally with clients so that you’re like, Hey, we’re gonna start with your breathing when they have goals. Like I want to be fit when I’m 60.

[00:26:08] Yeah. Well, because before they get to do the program with me, I have a 15 minute phone call with them. Zoom call where I say, this may not be your back. And here’s why, because I’m not gonna talk about food for four weeks because you have done 10 yo-yo diets already.

[00:26:25] And you’re coming to me at least to broach the subject of maybe doing things different. So here’s what I tell them right away. I go, listen, if you don’t want to push the food discussion down the road by 4 to six weeks. You are not ready yet. You gotta go and do another 10 more diets and realize they don’t work.

[00:26:47] Then we’ll come back and do the hard work. So what I tell people very plain. I’m like, listen, unless you’re crawling to the finish here, unless you’re like, I don’t wanna do this ever again. I wanna do it differently. I go, okay, good. Now we can get the work done. If you’re like, well, I kind of like this, but my friend, I go do the diet, go do five more diets that they don’t work.

[00:27:05] But if you get it outta your system, then come back to me. So by the time there I’m working with them and my 12 week system, me broaching breath work is the zeroest surprise. If that’s a word, the zeroest surprise, the zero surprise. There’s no surprise. They go. Of course, because they know that I’m about stress management and making this long term.

[00:27:23] That’s what I’m at, I keep reinforcing that. And in time they go, but I wanna talk about food. I go, we’re not. I’ve actually with clients have said, if they kind of bring it up, I go, we can put this work on hold, if you gotta go do 10 more diets so we can stop right now. And you may never have to come back.

[00:27:38] And then they go, okay, because they know they’ve already done that. Right. They know I’m like, you’ve seen this movie before. Let’s do it differently.

[00:27:45] You know how it ends.

[00:27:46] You know how it ends, but we always think, but that diet is different. You know, I’ve worked with people who have had gastric bypass surgery, lost tons of weight.

[00:27:55] Guess what gained it all back. You wanna know why cuz they don’t have the tools to make lifelong and real changes. And I don’t care a surgery ain’t gonna cover you if you haven’t dealt with the underlying issues of why you were reading in the first place. Right. So that’s the work.

[00:28:10] Yeah. And it’s like one of the things I’ve learned over the years is that what you eat certainly matters, but it matters less than how ready your body is for food.

[00:28:24] Well, just did a video on my YouTube channel called eat like a happy person. And in that video, which is that this is not as much about food as it is about our relationship to food.

[00:28:35] And that’s a mind thing, not a body thing. I know people who eat very healthy diets. I know people who eat healthy diets than I do, and I eat really well. They’re less healthy than I am, and wonder why, cuz they’re stressed about food. And they think about food all the time and their lives are dictated by food and they have lists of things they can and can’t eat and they can’t even barely travel because they’re so restrictive in their mindset. Right?

[00:28:54] So it is how we relate to food. And by the way, on a very physiological level, stress weakens digestion. So if you’re a highly stressed person, very anxious, you know, not sleeping well over caffeinated, you can eat a healthy diet and your body’s not even gonna process it well.

[00:29:10] So for me again, I’m always coming like every time you manage stress, if you’re living in a managed stress state, your endurance is better. Your weight management is better. Your digestion is better. Your immune system is better. Your mood is better. Your gut bacteria is better. All those things are better when you know how to manage your stress.

[00:29:28] Now within that umbrella shirt, eating well is phenomenal. It’s phenomenal, but it is not the only thing.

[00:29:33] Yeah. It’s one of the things that just blew me away when I started learning about it myself, with my health coach, cuz he was like, we worked on body toxicity. We worked on body parasites. We worked on the volume of food that you’re eating.

[00:29:46] We worked on mind, like how your mind interacts with food. And we worked on on sleep. We spent a lot of time working on sleep and getting quick. Cause I started a long time falling asleep, at night and getting a good full eight hours of sleep. And it’s like, and it was probably a year of working with him before we even got to food.

[00:30:04] See, that’s the same.

[00:30:05] Before working out. There was no working out no food. It was all these other things.

[00:30:10] Right. But he’d be smarter and I’d be smarter if I just said, Hey Richard I can gain you 10 pounds of pure muscle in 12 weeks. If you just do exactly my gym workout and you’d buy that more people will buy that.

[00:30:22] But if you take a year to get into the actual doing of it, he’s got a long view mindset, just like I do, but that’s few and far between that is not what sells. I’m not a hugely successful practitioner. I don’t have millions of followers. I don’t even have thousands of followers.

[00:30:38] And the reason is, is because my stuff is not sexy.

[00:30:41] The stuff that works.

[00:30:42] I do the stuff that worked. It’s not sexy. I always joke. I go, this is not the sexy work. This is the real work. So most of my clients are in their 40’s, 50’s, 60’s. You want to know why? Because they’ve already gotten that crap out of their system because they’re already like, okay, we’re good.

[00:30:54] We’re done. I’m done. I’m done. Like, I don’t wanna do this anymore. I’m exhausted. I don’t wanna talk about food anymore. I go, good. Now we can get the real work done.

[00:31:02] Yeah. And then, we did a whole thing on for several months on hormones and testosterone. And like got before and after like testosterone stuff done.

[00:31:10] And red light therapy and some nutritional things that were all geared towards your hormones. He’s like, unless your body is like in the right spot. It almost doesn’t matter what you eat or what workouts you do. It’s not gonna get you the result you want.

[00:31:24] Yeah. I mean, you know, those things have very real results. There’s no doubt about that, but you do have to have your mind and body in a place. I just call it low in a managed stress state, but people can call it different things. That’s essentially what’s happening. Yeah. Your hormones are balanced in a managed stress state. You know, it’s like all those things go wonky when we’re too stressed or under stressed, right?

[00:31:42] Yeah. If you’re too stagnant, you’re sitting on a couch all day, that’s gonna be damaging. But if also, if you’re beating yourself up in a gym all day, that’s stress. And that doesn’t mean you can eat whatever you want. Oh, I mean, I work out all day. I can eat whatever I want, that’s absolutely not true physiologically.

[00:31:56] The more workout you do in the gym, the more stress on your body, the more your body needs proper nutrition to support its recovery from that workout. Right. So you can’t just go. I just work out all the time. I’m fine. No, you know, doesn’t mean you’re healthy.

[00:32:11] Yeah, absolutely. And like I said, it’s been one of the more fascinating journeys I’ve been on in my life is learning how my body works. And learning how it relates to all these things. Cause I grew up thinking you work out to take care of the calories that you ate. Right.

[00:32:27] Like that was like the only thing that you learn.

[00:32:29] That’s right.

[00:32:29] And the basics that you learn in like school and other things is like, if you eat more than you use, you’ll gain weight. If you eat less than you use then you’ll lose weight. And that’s like the only thing you ever learn.

[00:32:42] Yeah. Which is calories in calories out. It’s like, yeah. But that doesn’t talk about health and that doesn’t talk about the body’s response to food. And it doesn’t talk about how the body’s ability to assimilate and utilize food and digest food, all those kinds of things. It’s a little more intricate than such a simple thing like that.

[00:32:54] And rest and hormones. And like the health of your actual like digestive system, how it has to function properly.

[00:33:02] That’s right.

[00:33:03] You got. the beginnings of IBS or whatever, you’re not gonna digest anything.

[00:33:07] Yeah. I’ve worked with people who are eating like pretty darn good diets, but they’ve had diarrhea for two years, I go, so what’s happening. If you’re eating a really good diet and you can’t even digest it and your gut and your digestive system is a shambles, you gotta deal with that first. Then we can talk about the food later.

[00:33:22] Yeah. And probably one of the most poignant things my health coach ever said to me was he was like your trajectory can either be downwards or it can be upwards as you age. And he’s like, there’s no reason why it has to be downwards.

[00:33:34] I know.

[00:33:34] He’s like, you can continue to get healthier and healthier and healthier until you die.

[00:33:39] You know, I direct that Ultra Marathon every year. It’s been since fifth year, every year, I have 10, at least 10 over 60’s. At least three to four over seventies running my race. It is a 34 mile trail race with 5,000 feet of elevation.

[00:33:54] And this last year in April 72 year old woman comes across and she goes like, that was great. She goes, trancing off 72 years old. So you tell me, oh, it’s just, cuz I’m old now. That’s what happens. Oh, really ask the 72 year old or the 70 year olds crossed my finish line. You know, I run it for five years. I had to put two years on hold for COVID but I just had its fifth year.

[00:34:12] Every year I’ve had over seventies run it and they come through like great. That’s my goal. I don’t care about winning a race at 53. I wanna be running a race at 72. So that means my choices as a 53 year old man right now are dictated by that long-term goal, which means I’m not pushing myself in any one area right now to burnout.

[00:34:32] So I’m injured and I can’t do anything when I’m 72, I do a lot less now so that I can still do stuff at 72. It changes.

[00:34:38] Yeah. Always reminds me of that story, it’s Jack LaLanne was like what 96 when he was running his English Channel.

[00:34:43] Unbelievable. That’s crazy.

[00:34:45] Yeah. So there’s no reason to get unhealthier just because you’re aging.

[00:34:50] No, it’s a low bar. People go, oh, so it happens. I go, no, it doesn’t have to happen that way. I’m sorry. You know, they just wanna like use it as an excuse of why. And it’s like, well, wait a second. You’re not like really looking at, you know, 50 pounds overweight. That’s why, and that’s not because you’re older.

[00:35:05] That’s because you aren’t taking care of yourself. You know, so you can just cast it off and not take responsibility, or you can do the hard work of saying, I gotta get my crap together.

[00:35:14] So I wanna shift gears here a little bit and talk about your superpowers in your business. Right? Every iconic hero has a superpower, whether that’s their fancy flying suit made by their genius intellect, or the ability to call down thunder from the sky in the real world heroes have what I call a zone of genius, which is either a skill or a set of skills that you were born with, or you developed over the course of your career that really sets you apart and allows you to help your people slay their villains and come out on top of their journeys.

[00:35:37] And the way I like to frame it is your superpower is probably that skill that if you looked at everything you’ve developed over your career, it’s the one thing that keeps coming up that ties everything together. And with that sort of framing, what do you think your superpower is?

[00:35:50] That’s tough question for me. I would say something in the line of the way that empathize with people, I bring a sense of humor and levity to very heavy subjects even my music, I’ve always been kind of an under the radar guy. I don’t think that’s like the worst superpower in the world being under the radar guy.

[00:36:07] I’m not mainstream, you know, and so who I appeal to are people who I really appeal to even musically. I had core people who loved my music, but just not very many of them, you know, and that’s kind of where I’ve translated into my books now. I have people who are fierce. They really love what I do my podcast, but there’s just not that many of them.

[00:36:28] So I do have a good ability to empathize with people. I have been through it. I’m in it, I’m in my struggles. The same as my clients. I think I figured out a good way to manage those struggles and be successful in with those. And so therefore I’m effective in when I do teach people.

[00:36:43] So I would say empathy, levity and humor are probably the three things that I do best.

[00:36:48] Yeah. Empathy is a powerful superpower, right? The ability to put yourself in someone else’s shoes and see life through their eyes. It’s a copywriter skill if you’re on the business side, it’s probably one of the most essential skills if you want to help someone be able to change their actions.

[00:37:10] That’s right. Yeah, no, it is. And I mean, honestly, I always say over half my job is trying to live the example of my work, you know, trying to be this guy and therefore I am in the struggle always. It’s never, every client of mine is completely different than I am on paper, but totally the same when you have a five minute conversation with them, I mean the same temptations, the same cravings, the same trouble with sticking with things, the same ups and downs, the same, all those things that brought me here are the same things that are bringing them here too.

[00:37:43] And by the way, that’s my parenting style too. You know, I wanna make sure my kids see that I’m nervous, that I’m afraid when I’m afraid. I do not want them to think the untruth, which is that I’m somehow got it all figured out cuz I don’t, the question is what do I do when I don’t have it figured out?

[00:37:59] What do I do when I’m afraid of something? How do I behave when I make a mistake, those are the things that I want my children to see. And those are the things that I use to inform my clients. Here’s how I have made mistakes. Here’s how I have done, you know, the work to get around those things and to improve my life as a result of those mistakes.

[00:38:16] That’s what I think is what makes my work effective.

[00:38:19] Yeah. Yeah, we did the same thing with our kids. We let them see everything.

[00:38:21] Arguing?

[00:38:23] See our struggles, see our arguing. And even when my wife and I argue, which doesn’t happen often, cuz we’re pretty good at this whole thing now.

[00:38:31] But when we do, it’s like we’ll bring it up with the kids. Be like, hey, here’s what we’re arguing about, here’s why, here’s what our struggle with it. And here’s where our miscommunication was and why it started. And what could we do better next time when we talk about it.

[00:38:41] And they get to see it resolved. You know, because for you to hide that argument means your kids grow up in thinking that arguing is somehow bad or that it’s unhealthy relationship to argue. I’ve been married 27 years. You know, if I’m not arguing with my wife, I’m not communicating with my wife.

[00:38:57] I mean, you can’t live in a house and not argue with people, people get tired, they get irritable, they have miscommunication. It’s what we do. But what do you do when that happens. That’s what defines somebody that is the character of somebody. Not that they don’t make mistakes, cuz we’re not robots.

[00:39:12] What happens when we do make mistakes? What do we do? How do we handle those things? That’s what defines a character of somebody. That’s what I want my kids to see. I don’t want them to go, my dad never made mistakes. I want them to go, when my dad made mistakes, here’s what he did. When my mom screwed up, here’s what she did. That’s that’s real stuff. Right? Go ahead.

[00:39:31] I say, when you screw up or like when to put it mildly, when the shit hits the fan for circumstances, right. When things blow up or things, don’t work out the way that you want them to. You handle those responses and not just hide all the struggles from your kids, but just let them see, like, Hey, here’s how we deal with these kind of things.

[00:39:47] And what’s interesting what you just said, and by the way, you swore first, just for the record. But I extrapolate that same thing to my work.

[00:39:53] I just did a podcast episode called at all other times because the same thing holds true with food. I have clients who overeat at one meal and they just beat themselves up. Oh my God, they have no control. And I go, what did you do during the day while I had fresh food, and I go, so you had a really good day, didn’t you?

[00:40:12] You know, so we are super focused on these mistakes and we are trained many of us from youth, from our childhoods to focus on the one mistake as if it’s a statement of who we are as a person. And I go, I’m not even a huge sports fan, but I always use the game tapes analogy. I go, let’s go look at the game tapes.

[00:40:33] Right? What you do is you analyze, you don’t look at the mistake and go, I’m a bad person. I’m weak. You go, okay, made a mistake. Okay. Let me look at that. Let me look at the circumstances. What could I have done differently? Let me learn from that mistake. If there’s a few key items that I teach to my clients.

[00:40:48] That’s one of the biggest, which is don’t use overeating or eating food that you didn’t really want in the moment because you just, whatever don’t waste that opportunity. That’s an amazing opportunity to look at. What was your stress level? Have you not been sleeping well? How’s your stress level in general?

[00:41:04] Did you just get off a bad day at work? What could you have done differently at work to maybe come home and not be such in a bad mood? There’s all these kinds of things that I’ve applied again to myself that people can use when they make that so called mistake, but we don’t, we just go, I can’t do it. It’s like, oh yes, you can, we’re not robots, you know?

[00:41:20] Yeah. Or like when you sort of have everything else lined up and you’re doing your health and lifestyle, the way that you want, sometimes you’re just at a party with friends and you overeat, it’s not a big deal. Like it’s not throw you off the train.

[00:41:34] And not only that, that’s the time to overeat. See, that’s what I tell my clients, and they’re like, people make fun of me at parties. Like, God, you eat so much. They go, yeah, because I’m at a party. I don’t do this all the time. That’s why I’m thin. Right? So it’s like, that’s why I’m in good shape. But like that’s the time to do that.

[00:41:50] I’m not kidding, Richard. I’ve had clients where I say, listen, I need you to eat junk food on Saturday night. And I do that because they are holding on so tight. They have been trained to do this idea of perfection and it’s always made them quit and they try to pull that with me. And I go, you’re holding on too tight.

[00:42:08] You think you can’t make a so-called mistake, which means you’re thinking about food more than anything else in your life. And you have other things going on. So on Saturday, I want you to consciously and intentionally have some junk food, and I want you to enjoy the crap out of it. And I want you to really have fun with it.

[00:42:22] That way you get up on Sunday, you have no regrets about it. You go, I’m really glad I did that. That’s happy living. That’s healthy living, right?

[00:42:28] That’s one of the things my wife and I do. So we cook everything from scratch. My wife is a fantastic chef. I’m pretty good myself.

[00:42:34] We like to cook, our kids are learning how to cook. My son, he can grocery shop and make an entire meal for himself, including for a whole group of people, he makes like a stuffed shells with ricotta thing. And he actually makes the ricotta from scratch, just the whole thing.

[00:42:48] Oh my God. Amazing.

[00:42:49] It’s amazing. So you know, my kids know how to bake bread from scratch. They know how to bake noodles and stuff like from scratch so that like we eat well. But on Friday nights we go out to the grocery store and we buy a bunch of junk food and we watch movies and we have a great time.

[00:43:02] On a week, we do that Saturday night, Saturday night’s are our junk food kind of, and again, it’s like junk food a little bit better than most people, but stil, but it’s movie night, right? And it’s like, that’s when you do that. So I teach a very much of a time and place mentality because we, again, I don’t know, really know the reasons except for, I think it’s probably marketing and, you know, commercialism of health or whatever it is.

[00:43:23] But I think people have this idea that, well, put it this way. If you learn about healthy eating and you don’t have the proper mental context, you will then translate that into, I can never eat anything, but this healthy food. And as soon as you make that jump and it’s not conscious, by the way, it’s just, you don’t have the proper context.

[00:43:43] As soon as you make that jump, you’re raising your stress. That’s true. I have people who go, I’ve been to this person’s retreat seven times a year, and their level of stres is insane. They’re so deep in the weeds on one part of their lives, which is food that they’re missing the entirety of a great life, which is travel and family and seeing things and is all gone because they have a strict way of dieting.

[00:44:06] That’s one of the things that has really surprised me, is like, my wife and I, when we got married, 13 years ago, we were broke. Right? Like we had no money.

[00:44:14] Yeah, me too.

[00:44:14] And so like, learning to cook for us was like a necessity skill. And we got to the point where like, we didn’t just like learn to cook. We learned to love to cook. And like now we love making food from scratch. And for the most part, we don’t even go to restaurants unless we’re in like some place.

[00:44:32] We travel a lot. So when we’re in cool places, we’ll go to like the cool restaurant that’s there or whatever. But like whenever the locals, like, you need to check this place that will go eat there. But I don’t know, probably seven, eight times outta 10, we could make the same meal better at home.

[00:44:43] Cause we’re skilled in that area

[00:44:46] Correct.

[00:44:48] But we pretty much can eat whatever we want because we’re making whole real food. And then like, we’ll go visit family or go visit friends who are sort of in the whole processed boxed food lifestyle. And like, we’ll spend a couple of days with them. And in a couple days we’re like feeling terrible.

[00:45:02] Oh yeah. It takes its toll, especially when you eat it most the time, when you have that stuff. People who eat that stuff all the time, just kind of always feel that way. But if you’re eating well most of the time, and then you have that, you go, whoa, it doesn’t feel good.

[00:45:15] Yeah,

[00:45:15] you can feel it. And it doesn’t feel great. And so people are like, how are you so fit and healthy when you eat whatever you want. And I’m like, mostly because we cook real food.

[00:45:23] Yeah. What we eat most days. What we really want most days is not this, it’s not restrictive. It’s that we like eating this way. Most of the time, you know?

[00:45:32] Yeah. We like good food and when you get good at it, it’s like, we’re not suffering. Like people come to our food bar and we cook for them and they’re like, holy crap. And I’m like, we eat this way every day.

[00:45:42] Yeah.

[00:45:43] And It’s not hard and it cost less.

[00:45:45] People think that all those perceptions. That’s why I teach at the resort. I teach cooking classes, nutrition classes with this in mind. It is not hard to do. It’s not harder to do. It’s very easy to do, but they come in the door thinking, okay, I’ll try it. But man, oh man. And it’s not, once you take time, guess what? Hang with it long enough, it becomes normal.

[00:46:03] You don’t, you guys don’t go. What do we do? You’ve just been doing this a long time. So have I, I don’t think about food every day. I don’t measure count weigh anything, right? People think you have to, but you don’t, not only that it’s good not to, you know, cause it’s exhaustingto be at that level.

[00:46:16] I had to go through, because I was not eating enough. I had to go through and like actually log my food for a little while, just so I could get an idea of like how much food is actually the right amount. But after that, I was like, now that I sort of know that I don’t really care anymore.

[00:46:28] Me too. Yeah. If I feel fatigued or if my strength training, isn’t like improving. I probably gotta eat a little more. It’s not that I’m not out of calculator. And I just, if I put on a little extra fat on my midsection, I go probably eat a little less or eat a little better, you know?

[00:46:46] Cause I’ve been stressed and I kind of, you know, and it’s a little tweak.

[00:46:49] And one of the things that I think is really telling about that is you’re active. Like you’re doing things in your life. And your performance changes and you can tell. And I noticed that too.

[00:47:01] It’s like, if I can’t keep up with my kids, when we’re swimming on the lake or rollerblading or scootering around or whatever the hell we’re doing, cause we’re doing all sorts of stuff. We hike all the time and I was like, we get to the end of the hike and I’m exhausted more than I feel like I’m like, I probably didn’t need enough.

[00:47:14] That’s right. Or you’re not sleeping well. Or there’s all those kinds of things. Right. So you can kind of look at it and go, oh, that’s interesting. You know, and let me go to the game tapes. Right. And then you sort of look at those things and make little tweaks and you’re back on track.

[00:47:26] Yeah. Or like I just had a client that I were no longer working together and I realized that client and I was a negative energy relationship, if that makes sense?

[00:47:35] Yeah.

[00:47:37] And removing them is like immediately like changes your energy level.

[00:47:40] Correct. And that energy level translates into other actions that you’re doing. Right. So if you don’t identify that, you’re gonna keep that there cuz you won’t question that and then it’s gonna affect how you eat and how you sleep and how you exercise and all those kinds of things. So it is my core strategy of my approach. It’s called awareness based habit change.

[00:47:58] So first and foremost, I’m teaching people an awareness about the actions that they’re doing so they can identify stress. They can identify stagnancy, they can identify when they’re just not liking something. So they’re not shoving the whole bunch of stuff for them to do so that they’re distracted from their own questioning of how am I feeling around this?

[00:48:18] So in your awareness, you were like, this client is not serving me and it’s affecting everything else. That’s the best place to be. Cuz then you have the ability to remove that source. But if you think that that’s about what you’re eating. It’s actually about the client, you know, and that, so it’s asking those questions of what is actually at stake?

[00:48:36] I call those things psychological barriers to success for psychological encouragements to action.

[00:48:43] Perfect.

[00:48:43] Simple things. Right. So as an example I have a water flosser I use cuz I don’t like the actual flossing, so I do water flossing thing. And if I put it on my sink next to, you know, in the bathroom, like on the sink, I forget to use it all the time. Just never, but if I move it three feet to the right, into the shower, then.

[00:49:00] You notice it.

[00:49:02] I use it every day. That’s right. It’s like simple environmental things that you can just do.

[00:49:08] What I do with clients. One of my strategies, my tools is that I have them use like little post-it notes and I go, where do you go every morning without thinking about it?

[00:49:16] And they go, I go to my coffee pot. I go, good. Put a post-it note on there that says do five squats and then when they get used to that, I go now move the post-it note over to something else. Right. And this to break into our normal routines. We have to keep things changing a little bit.

[00:49:32] We have to keep an alive environment. Just like you did, like moving that thing. You walk in and go where’s my, oh, that’s it. Oh, I’ll use it. And just enough to keep you awake, but boy how quickly we can settle into our routines and not pay attention. I had a client one time, she goes Sid, I had a kid and I literally opened my eyes three years later and her weight had gone up and her stress had gone up and her health had gone down and she was like three years.

[00:49:54] She just was asleep at the wheel for three years, just doing the business of her life and not paying attention to anything. And she was over it and she was a great client. I still in touch with her because years later she’s still using my approach because she never wants that to happen again. She wants to be at a place of awareness. So that never happens again.

[00:50:12] Yeah. It’s amazing to me how impactful, just being aware. I love the, the analogy of the game tapes. Because that’s sort of the way I operate now is when I’m not feeling it. I can look around. That’s how I can identify like, Hey, it’s the client that’s causing that negative energy.

[00:50:28] Exactly. Right.

[00:50:29] Or whatever it is. So it’s not always the client, sometimes something else it’s. the Air conditioner, not working the way I want or whatever. Like there’s something that’s causing the stress.

[00:50:36] Just nagging you. Yeah. No, totally. And you’re not aware of it and you’re going about your day and you’re a little bit irritable.

[00:50:40] And instead of going, I guess I’m just a jerk dad, you go, why am I irritable right now? Something’s not right. You know, let me figure that out. Let me go to the game tapes and analyze and see what’s happening, right, and that is super effective.

[00:50:51] Why, you know, why is it that when my son or daughter did this thing, I flipped out on them instead of having like a normal response, right?

[00:50:57] That’s my second book, Raising Healthy Parents, the message there is parents have got to embody , be the example, but also have tools to manage their own stress. Same approach that I do. But I applied it to parents because parents often put themselves on hold so-called for the good of the kids, but it’s never good for the kids when the parents are not feeling good.

[00:51:19] That’s one of the things I tell my son all the time, cuz he’s got all these things he wants to do. And they’re great things. And we encourage him and help him do as much as he can. But like one of the things that I’ve wanted to do my whole life was take my family traveling and go on adventures and other things he wants to do falconry and falconry is cool.

[00:51:34] And you can start falconry at like 13, which he’s gonna be 13 in a couple of months. I was like, but you have to be in a specific spot for several years to do that.

[00:51:42] Otherwise that’s a loud RV.

[00:51:44] Yeah. Otherwise loud RV and this is just one example, but it happens a lot. And I’ve told him a number of times I was like, listen, one of the things I’m showing you is I’m showing you what it looks like to take control of your life. And this is one of the things I wanna do. Right? So we’re doing those things and we’ll help you get as much done as you can on your stuff. When you’re an adult, you’ll know exactly what you wanna do and where you can go and go do those things. Right.

[00:52:06] And how to do it because they saw your example. Different application, but still the ethic rings true, which is how to be in control of your life. So your son’s learning that message when he’s old enough to take over, he’ll have those same tools to apply to falconry or to wherever he wants to do. It’s perfect.

[00:52:19] Yeah. Yeah. Well that, and the other thing too, is like, you know, kids’ desires change from week to week. So we don’t change our whole life based on.

[00:52:25] For falconry.

[00:52:27] Yeah. So falconry is one of those things he’s wanted to be a falconer since he was three. I don’t think it’s gonna change. He will probably absolutely be a falconer at some point in his life. It’s probably just going to be later.

[00:52:36] Yeah, my dad went to the air force academy in Colorado Springs and they’re the Falcons. And so for years we would go, in fact, we started doing it again when I was an adult, but we’d go to one game every year when either air force would play army or Navy, we’d go to Colorado Springs.

[00:52:51] And at halftime, they always did a falconry show. And it’s like, literally one of my favorite things. They have this Falcon go around, they send these things up in the air and it grabs them and it does this like swoop around the crowd. It’s amazing. So I think that’s super cool.

[00:53:03] Yeah. Well, one of the cool things about the air force and actually all air force and it’s something that I’ve learned from my son, cuz you know, he’s into this stuff is abatement, which is keeping birds off of the runways and whatnot, is generally the job of a falconer because when you use traps and you use poisons and you use anything else, you’re generally you’re having a negative impact on the environment, the ecosystem and whatnot, where a Falcon is a natural part of the environment. You’re just directing their actions to keep the birds away from the runways.

[00:53:35] That’s amazing and never knew. That’s incredible.

[00:53:37] Yeah. Yeah. So it was like, it’s a huge responsibility too, because like a single goose on the air force base.

[00:53:44] Can derail.

[00:53:45] Yeah. It’s like, we were talking to the falconer who was, and it’s like one of the things like he’s interested in falconry. So we find falconers and talk to them and talk about their jobs and what they do. And, you know, I was like, just cuz he can’t be one yet. Cause we’re following our things. He’s still learning about it. But like the goose got basically got through and hit one of the engines on one of the F22’s.

[00:54:05] And they lost that plane. That plane went down.

[00:54:07] Wow.

[00:54:08] It’s a billion dollar mistake kind of thing.

[00:54:10] Oh yeah. My dad was a fighter pilot and his jets were one engine. You know, so imagine if a goose going through one engine and you’re done.

[00:54:19] It’s like, the pilot survived, but the plane went down, right?

[00:54:22] Yeah, I get it. Millions and millions and millions of dollars. Yeah, no, I get it.

[00:54:25] So falconers are an important aspect of of the entire air flight.

[00:54:32] That’s super cool.

[00:54:33] Which you don’t now, until you know.

[00:54:35] Until just now. That’s very cool. Super cool.

[00:54:38] So I wanna talk about the flip side of your superpower, right? So we talked a little bit about empathy being your superpower and humor and levity and that kind of stuff. But the flip side of that is, you know, just like every Superman has kryptonite or wonder woman can’t remove her bracelet’s a victory without going mad. It’s a flaw that’s held you back in growing your business, something you struggled with.

[00:54:54] For me, I struggled with a lot of things. I struggled with perfectionism for a long time, which kept me from actually shipping product. Cause I always make it a little bit better.

[00:54:59] Right. Or the service or whatever. And I also struggled with lack of self care, which we’ve been talking about a little bit, but it showed up in a lot of things like, the way I was treating my body. And I once tried seeing if I could not sleep for three days, I didn’t work well.

[00:55:10] Mm-hmm .

[00:55:11] Yeah. Just in case you’re wondering that leads to vomiting and sickness.

[00:55:14] Got it. Not surprised.

[00:55:16] And you know, it also showed up in the lack of self care, not having good boundaries with your clients and like letting them just walk all over you and those kind of things. But I think more important than what the flaw was is how have you worked to overcome it? So audience could maybe learn a little bit from your story.

[00:55:29] If it’s particular to growing my business, I would say my flaw is that I am resistant is a good word to promotion and marketing, I think to the cost of my growth. So I don’t like those things. I actually hate them.

[00:55:49] And I have like a visceral response to like, I quit all social media in 2018. Like I there’s certain things I’ve done that are like coaches that I’ve worked with business, you know, will be like, you gotta be on social media. I’m like, I’m on zero. And they’re like, I don’t know how to help you, you know? But it’s like, I’m weighing this against my quality of life, which is so much better after quitting social media.

[00:56:07] So I’m sort of in this weird place, but it’s definitely a resistance to my detriment. And regardless of social media, it’s just about marketing this thing or getting out there in that way. I don’t know if it’s a confidence issue. You know, I told one coach once I said I have a crisis, a confidence, cuz they were like, you are undercharging for what you do.

[00:56:27] And it was like, so this is how I got over this. I just put my faith in them. They were like, you’re way undercharging. And I was like, I don’t think clients are gonna pay this much. They like, listen, charge that much. And I did. And I’ve gotten more clients after that. It was the most amazing thing.

[00:56:42] I was like, okay, I’ll just charge that much, but I’ll show you guys were gonna be wrong. And they were a hundred percent right. And it was like, when people paid enough, they’re better clients they’re take job more seriously. They’re getting more gains as a result of that. And it was like, whoa. So part of it was just like, I know what I don’t know. And I trust that people know more things than I do. And so I put my trust in them. They’re not always right, but at least I know I don’t know. And by the way, that’s the same ethic I use as a musician. I had a band. He go, you play all the instruments and I go, no good Lord. I found people who played better than I did.

[00:57:14] That’s the whole point I would guide the band and I did the songwriting, but I found amazing musicians who did it way better than I could ever do. And I trusted in them. And if they didn’t work for it, they wouldn’t be in the band. And it was sort of like this idea. Now I find people who are stronger at what they do than I am, and I want to work with them.

[00:57:31] Those are the people that I wanna work with. So I think that’s a very good strength to kind of get over, know what your weakness is, know what your flaws are and find people who are better at it than you are and go to them for guidance in that regard.

[00:57:41] Yeah. Yeah. I’m essentially a professional marketer. That’s what we do is we do marketing and the charging more that falls under the umbrella, something called price elasticity. And one of my favorite stories from my business with price elasticity, we were selling supplements for a long time on Amazon. We sold a metric crap ton of them.

[00:57:59] We had a probiotic that I was testing the price on and we had it set for $24, I think was what the bottle cost. And we started testing the price elasticity, which is essentially. Can you raise the price or lower the price without impacting the sales volume. And so I started just playing with it and raised it from 24 to $25.

[00:58:18] No impact on sales 25 to $26, no impact on sales, 26 to $27, no impact on sales. I got all the way to $35 and when it went from $34 to $35, our sales tripled overnight.

[00:58:31] See, it’s amazing. This is what the one gain. I mean, I spent a lot of money in this marketing team couple years ago. And that was the one thing that I paid back the entire money that I invested in them because they raised my price.

[00:58:42] They were like, you are way under charging. And unbelievable. I never would a million years. I was like, there’s no way anybody’s gonna pay this that’s just my brain. It was like, no way anybody’s gonna pay this. And I was like, people aren’t gonna like put this on a credit card if they don’t have the money.

[00:58:55] And yet I was doing that exact thing with the marketing team. I didn’t have the money to hire them. I charged it. And I did that because I knew I had to invest in that thing to help me and so my clients are doing the same thing. They know, they see it, that is an investment in their own health and happiness and they get the reward and the return on it, you know, but it was like this, I couldn’t see it. And that’s why I had them to just do what I do.

[00:59:20] Yeah. It’s funny, cuz I had literally the same discussion with the marketing company. It was probably 2017. So it was a number of years ago and I was doing the same thing in my business. It was earlier than that, cuz it was 2012 or 13.

[00:59:32] Yeah. It would’ve been 2013 timeframe. And I was working with the guys back when like Periscope had just come out and he had this huge audience of people. And like, one of the things I did was I help people write webinars and sell their products and services through webinars. And we still do that and we’ve sold millions of dollars of product on webinars, but this is like one of the first big ones that I ever worked with.

[00:59:50] And he’s like, how much would you charge to help me write and deliver and do all the backend stuff of his webinar. I was like $500. And I wrote his webinar for him and I helped him perform the webinar and we did all the backend stuff for it. And in six weeks I made him a quarter million dollars.

[01:00:04] Oh good. 500 bucks.

[01:00:06] Yeah. For 500 bucks, he got a really good deal out of it. He gave me a good rate review, which is fine. But the very next day I went out and I hired a coach and I was like, what am I doing wrong? And he was like, you’re not charging enough. And so the very next client, I 10 Xed my price.

[01:00:19] And not only were they happy to pay it, but we made them. And it was one of those things that it’s like that client, my first client, I actually charged what I was worth for. Like, we’re still friends to this day. Like he invited me outta this house a couple weeks ago and considers like the work that we did together, like the turning point in his business.

[01:00:36] Right. Whereas like the guy that I made a quarter million dollars to, I heard from that one time and never heard from him again. Right, that kind of thing.

[01:00:41] Yeah. I’m telling it’s a psychological thing. I’m sure. I don’t know. I’m not a psychologist, but it is something about that.

[01:00:47] Then when people, if they spend the money. They are more invested in the process. I mean, I’ve had better clients after raising my prices and it’s not like they’re all wealthy people. They just are like, this is worth it for me. I need to just do this because I’ve done all these, they’ve probably spent way more than what they spent on me over the years of doing yoyo diets.

[01:01:05] Right. So it’s, they can kind of go like, okay, I’m just gonna spend this one time and then I can actually make it happen, you know? And so it’s worth it.

[01:01:13] I like the term yoyo diet that cracks me up.

[01:01:15] That’s what it is. I didn’t make that up.

[01:01:17] You come back, you go to come back again.

[01:01:20] Every client I’ve ever had, a hundred percent of clients, I go, so what’s your history.

[01:01:23] And they go, well, I lost weight and I gained it, I lost weight and I gained it back, lost weight. I gained it back and it’s what it is. And eventually they exhaust and then they get the real work done. How long it takes ’em to get to that age is up to them. But that’s my client. That’s my clientele.

[01:01:36] So speaking of your clients, I’m gonna talk a little bit about common enemy that you’re constantly having to fight against.

[01:01:41] And I probably know the answer to this based on where we were going, but I’m gonna ask you anyways. Every superhero has an arch nemesis. Right. It’s a thing that they constantly have to fight against in their world. And what we wanna put it in the context of your clients, and it’s a mindset, or it’s a flaw that you’re constantly having to fight to overcome when they sign on the dotted line.

[01:01:56] Right. So you can actually get them the result that they came to you for. If you had a magic wand and you could just bop your clients on the head and not have to deal with that common enemy, what would that be?

[01:02:05] Diet. Diet.

[01:02:08] Yeah. Is like the yo-yo diets, right?

[01:02:09] Diets diets. Quick fixes in general, but specifically diets. All my clients come with some thing about food and weight loss, and I’ll be honest it pisses them off that I go, okay, good, great, we’ll talk about that in five weeks. What? We’ll talk about it in five weeks. What about? We’re not talking about it yet. We’re not talking about it yet. We’re not talking about it yet.

[01:02:29] So if I could just get rid of all diets, it would be great. I’d be a millionaire. But in the meantime they do, they spend the money on those things. They fail and then they, eventually they come to me and it’s what it is or whomever actually talks about it in an intelligent, long term way. But yeah, it would be diets for sure.

[01:02:45] That’s what I’m battling against all the time. That quick fix excitement, that body first mind never. I’m mind first body second, my before and after photos of clients would be a little bit stressed in the face and a little bit lighter in the face. It’s not a hundred pounds in 10 weeks. It’s real because after the 12 weeks they work with me, then they continue this work and they get the physical gains that they wanted, but they keep them.

[01:03:09] So some of clients would lose weight during my 12 weeks, but not because I’m telling them to, it’s just their mindset’s changing around food. They’re relating to food different. They start losing weight, but they’re learning the system that goes on way past when they’re working with me. So it’s very cool to launch.

[01:03:23] Yeah. Yeah. And it’s such an interesting thing too, cuz diets are like, I don’t know the right metaphor for this, but it’s like the caboose on the train kind of thing. It’s like the last thing. Like, everything else has to be right first, like they’re trying to drive the train with the Caboose.

[01:03:40] That’s right. They go that first and it’s like, no, no, no. That’s later all the other things, you know? And it’s because that excitement and that quick physical gain that they get hits that dopamine excitement. And like I said, people at work, oh my God, you look amazing. What have you done? Oh my God. It just takes over all the applauses.

[01:03:58] It’s so fantastic. And then the shame of gaining it back and nobody says anything and, but they know, and that weight in and it just, Ugh, it’s exhausting. You know, I always say like, let’s remove the figurative weight off your shoulders. And then the literal weight comes off your body, you know, let’s get rid of that stuff.

[01:04:13] That’s been weighing you down. You know, in my book, Six Trues, I call it the should cloud. I should eat better. I should do this. I should…

[01:04:20] Shooting all over you.

[01:04:21] Yeah, exactly. Like let’s start doing things in multiple areas in very small ways. So at least you’re acting every day, then the should cloud goes away and now you get control over your life. Like what you were talking about earlier.

[01:04:31] Yeah. Yeah. I call those micro completions. It’s probably what you consider small steps, right?

[01:04:35] Yep, exactly. Yeah. Micro completions. It’s a habit of action. It’s a habit of doing and when those things seem too small, raise them. Increase them a ton re increase them a ton. My small step for people is not a certain amount in the world. It’s how they perceive an action to be. If they think it’s for them a small step, it can be way bigger than what your small step might be. But for them it’s a small step and they will keep doing it. Cuz they go, that’s no big deal.

[01:05:00] As long as they’re saying, that’s no big deal. They keep moving as long as soon as they go, oh man, that’s such a big thing, we stop, exhausting.

[01:05:09] It’s interesting. So like one of the things that popped in my head when you’re saying that like small steps when it comes to food and this goes back to, like I mentioned earlier, my wife and I learned to cook.

[01:05:18] Right? And so like one of the things I used to do all the time and I still do, occasionally is like, you’re hungry and you wanna go grab a snack, you grab some crackers. Right. And you know, those are box prepackaged things with salt all over them. Right. And they’re great. And they hit the little spot, but it’s not terribly good for you.

[01:05:32] And so like one of the things my coach mentioned, he’s like just one thing, just replace crackers with nuts. Right. And it is like, but I don’t like nuts and so like one of the things I started doing with my kids is we’d buy baked walnuts or not baked walnuts.

[01:05:51] We’d buy raw walnuts. Cause I like walnuts and they’re a really like neutral pallet, like from a flavor standpoint. And if you take a bucket full of walnuts and you take it like just a shot glass full of avocado oil and pour it over the nuts, then you salt them till they taste good.

[01:06:09] And then you can just go to the spice cabinet and pull it out, whatever flavors you want and start mixing them in. You bake them for like 10 minutes and you can give whatever flavors you want. So like I started teaching my kids about like flavor things and I was like, okay, so we’re gonna make this set of walnuts.

[01:06:22] And we’re gonna do taco spices on ’em or we’re gonna do you know, this spices on ’em or we’re gonna do Mediterranean spices on ’em or do whatever, cuz it’s A fun thing to do together. And you get to test like different flavor profiles and see how they go. But you’ve also made yourself a cool snack that like now I will regularly go to the cabinet and pull out this week’s bag of our walnuts.

[01:06:43] What those flavor. Exactly.

[01:06:45] Yeah. And a handful of walnuts that you’ve made yourself that taste delicious is significantly better for you

[01:06:50] Yeah, than crackers. Absolutely and you’re in charge of the salt content on it and everything else that the crackers are doing for you and God knows what else they’ve you know, how much is in there.

[01:06:59] Yeah. And that’s one of the other things too, that I learned really quickly is that like, first off your body requires salt like your heart stop speeding you don’t have enough of it. Like, it’s an essential thing.

[01:07:07] It’s electrolyte. Yeah.

[01:07:09] All the boxed foods and everything that we buy are so over salted that we’re generally getting significantly more salt than you want. Because we have very little processed food in our diet. We have to salt all of our food.

[01:07:19] Yeah. But you do know that sodium occurs in almost every single plant. Like celery is actually a significant sodium source. So you don’t need a lot of extra salt to make up the salt that the human body, you know, we didn’t always evolve on salt. You know what I mean?

[01:07:34] Yeah. Yeah.

[01:07:35] So you don’t need that much.

[01:07:36] Yeah. You don’t need a lot of it. For sure. But I just noticed, when you salt your nuts or you salt your meat or something like that you don’t get the whole, I don’t know what you call it. You can tell when you eat a lot of processed food, cause your skin feels tight.

[01:07:49] Oh, yeah. And that’s the whole thing of like people drinking water all day. Well, when you eat a healthy diet, you don’t even drink that much water. You know, the standard American diet, why people should drink water all the time is cuz the amount of salt that is in the food. They’re dehydrated like nobody’s business, you know?

[01:08:05] And I can tell now, like I said, when we go visit friends or something like that and they have all the processed foods that they make for dinner and whatnot, that like, you can feel your skin tight.

[01:08:14] Yeah. No, it literally sucks you dry.

[01:08:17] Yeah. You’re like, ah, oh it feels weird, but it’s one of those things that like, if you live that way all the time, you don’t notice. And once you sort of become aware, you notice those things really quickly.

[01:08:25] That’s exactly right. Yeah.

[01:08:27] So cool. Very cool.

[01:08:28] Well, I’ve only got a couple more questions for you. I wanna talk about the flip side of your common enemy, which is your driving force, right? So just like Spiderman fights to save New York or Batman fights to save Gotham or, Google fights to index and categorize all the world’s information. What is it you fight for in your business, your mission, so to speak.

[01:08:43] True health and strength of the human species. True health and happiness. If I had to just say it like that true health and happiness, which involves being strong in our minds and bodies. But yeah, that’s what I’m fighting for. I’m fighting for real substantial health and happiness, not magazine, quick fix stuff. So that is my goal.

[01:09:03] I think it’s interesting that you mentioned strength too, you said it’s probably happiness, but you know, it’s superbian slip strength kind of thing. I think one of the things I’ve learned is strength actually looks different than it’s presented to us. If that makes sense.

[01:09:19] I completely believe that even physical strength.

[01:09:21] Yes. That’s exactly my point, like you look at people that are like, this is what a strong man looks like. And you realize that like, that’s not actually what a strong man looks like.

[01:09:31] No in the human body, the strongest people I’ve ever seen are quite slim and they’re killing it. I mean, this guy, Tim Shieff, who was a park core world champion in 2011, probably one of the strongest guys I’ve ever seen. He’s not walking around like this. I mean, he’s cut. He’s obviously strong, but what this guy can do with his body is insane. Conor McGregor, same thing, he is a mixed martial arts fighter.

[01:09:57] When he was at the top of his game, I mean, crazy athleticism, not a huge buff dude, so yeah. Human strength, but mental strength. I kind of it’s all kind of in that same thing. What does mental strength look like? Does it look like machismo and just digging your heels and being stubborn? Or does it look like independent thought? Does it look like being able to change your mind?

[01:10:18] Being able to question things.

[01:10:22] That’s right. I talk about strength a lot in my new book, Six truth, because that book is all about happiness and strength is a throughline in the entire book because it’s like, everyone’s super sensitive now, but you know a little sensitivity is a good thing, too. You know, not just going like, no, man. I mean, look at the picture of the macho strong dude, big beer belly can’t even move, high blood pressure, high cholesterol. How did that get the picture of what a strong man looks like? I mean, it’s unbelievable.

[01:10:50] Yeah. I have no idea.

[01:10:51] Yeah. I don’t know.

[01:10:52] It’s interesting too, cuz like we’re having this, you know, sort of global discussion around toxic masculinity, whatever the crap that is. And you realize that for lack of a better term, real men are not toxic.

[01:11:04] Correct. I know, right.

[01:11:06] Like masculinity is not toxic. That’s an anathema. They’re, they’re a contradiction in terms.

[01:11:12] Yes. I completely agree. And we’ve gotten so deep in the rabbit hole about, like, why do we even, let’s talk about basic values and not even put them under femininity or masculinity.

[01:11:23] Let’s talk about strength of character. Let’s talk about honor. Let’s talk about dignity. Let’s talk about honesty. Let’s talk about transparency. Let’s talk about kindness and compassion and make those help people embody those values. And then don’t worry about the whole label thing and the social.

[01:11:38] That’s why I got off social media, cuz it wasn’t a real discussion about anything. It was just the name calling and all this kind of rabbit hole, click baby kind of stuff. And it was like, no, let’s go. My bachelor’s degree is in philosophy, you know? Again, I already started out, there was only seven of us at graduation, you know, not really, but this little like thing and it’s just not out there now. I wish people were.

[01:11:58] That’s one of the things like, I’m on social media because of the business I do. But I refuse to engage in most of the posts around discussion of politics and religion and all the other stuff that’s going on and out because there’s no mind changing that’s happening there. I was like, if you wanna change, someone’s mind take them out for coffee.

[01:12:17] Exactly. And it’s like, you know, like social.

[01:12:22] Have a real interaction with someone like, you know.

[01:12:25] That’s the conversation we’re missing. We’re missing that kind of like, you know, I remember in college, like going out to a diner an all night diner and just talking about ideas, you know, and it’s like, we kids don’t do that anymore.

[01:12:37] You know, I know I’m sound like an old dude, but TikTok and these kind of bursts of little snap chatty things are not substantia. They’re fun, but if there’s no other side of that, which is real conversation, real discussions about ideas we’re lost as a species, we’re not changing our minds.

[01:12:52] We’re not looking at the other side of things. We’re making assumptions about people. We’re not giving people benefit of the doubt.

[01:12:58] Yeah. Well, I mean, it’s so interesting. Like I got a good friend of mine who is very into the social media thing and you know, she’s upset about current political things.

[01:13:06] And she’ll say things on social media about these things. And she’ll like, if you believe this way, we’re not friends anymore. And I’ll talk to her and be like, it’s like you realize, like, I believe those things. She’s like, yeah, but you are different. And I’m like, but am I?

[01:13:18] Yeah, yeah, no, I know. I feel like most people that I probably disagree with politically, I would probably love to go hang out and have a beer with.

[01:13:25] Yeah. I was like, we’re good friends.

[01:13:26] Yeah. It’s like that.

[01:13:27] And she’ll be like, I was like your belief that like the people who believe that way are you know, assholes or whatever the thing is that you believe I was like, is fed to you by social media. It’s not real.

[01:13:40] No, and social media’s job because it’s all for free is to keep you on their platforms as much as possible. So they’re going to manipulate information and they’re gonna manipulate the way things are framed to make you more engaged in their platform.

[01:13:53] And I’ve said this a bunch in my podcast, my new one, What Sid Thinks newish is that what you pay. We’re at fault because we wanted everything for free charge everybody 50 bucks a month to be on Facebook and see how many people stay on Facebook. You know, it’s like, we want it for free.

[01:14:10] So Facebook goes, okay, we gotta make billions of dollars. Let’s start manipulating headlines and make them look more negative. So people engage and that’s what the model is. Get out of. It doesn’t serve anybody or limit it. I’ll put it that way. But one of my truths in six truths is social media ain’t social.

[01:14:24] It’s anti-social.

[01:14:27] Yeah. Know what it is so that you can live your life in spite of it, know what it is. It’s not social. It’s not real. It’s not human interaction. Like we’re having here. We can have a discussion about stuff. That’s not what that is, you know, so.

[01:14:40] And we can even disagree. Right. And I’ve had plenty of people in my podcast that are on the complete opposite spectrum for different things. And we can talk about it. And that’s the fun part. Yes. Cause that’s like real human interaction.

[01:14:50] That’s the whole, I mean, I haven’t disagreed with 100% of the things you’ve said today. No, I’m just kidding. Anyways.

[01:14:55] They’re all terrible.

[01:14:56] And you’re a bad person because of it anyways.

[01:15:00] Oh, cool. So I wanna talk about something real practical, just for the last sort of section here and just like every superhero has their tool belt, like their awesome gadgets, like their batarangs or their web slingers, or, their big magical hammer.

[01:15:13] I want to talk about the top one or maybe two tools you use in your business that you couldn’t live without. Could be anything from your notepad to your calendar, to something you use for marketing to your product delivery or your coaching. Something you think is essential to getting your job done on a daily basis with your clients. What would you say one of your, your top tools is?

[01:15:29] Can I use one of the tools I use with my clients or does it have to be like in?

[01:15:33] Absolutely.

[01:15:33] Okay. So my number one course core is the first writing assignment I do with every client. Okay. And that it’s called the ideal idea and it is this.

[01:15:43] Imagine that you do not have any idea about what you’re actually doing in your life, in the world. And I walk, you have like a blanket over your head and you have no idea what the reality of your life is. And I walk by and I go, Hey Richard, you are living your ideal life. I mean, like the ideal life you’re living it right now.

[01:16:00] You write that down in present tense. So I’ve had obese clients write I’m at a healthy weight. I do not binge. I live in New York in a Roundstone, you know, I travel the world in a RV. I see friends seven days a week. I own my own lawfirm all these things that have come up, but they write it as if it’s happening now.

[01:16:21] So when the figurative blanket comes off, obviously they’re gonna see where the conflicts exist, where they write I’m at a healthy weight. But when the blanket comes off, they realize, and they already know, but you know what I mean? In the exercise they go, oh my God, I’m obese.

[01:16:34] So they don’t see it as anymore. Like, oh, I’m obese. I’m a bad person. They see, oh, this is in conflict with my ideals.

[01:16:41] My identity.

[01:16:43] Right, the real person. So it removes this good or bad crap that weighs us down and starts saying, where are the conflicts that exist? Some of the things I wrote in my ideal idea, I’m doing don’t need to work those.

[01:16:54] You know, you might write down, I’m traveling the country with my family in an RV. Well, when your blanket comes off, you go, don’t need to adjust that that’s happening. But there’s other things that might be on your ideal that are not happening or that are not happening enough. And that gives you a direction.

[01:17:09] That’s why it’s mind first body second with me. I want people to be soup. And by the way, this seems like an easy assignment. Sometimes it takes weeks for people to get this down because the truth is they do know. I had a client one time and she goes, in her ideal, she write down I’m on minimal medication.

[01:17:25] I go your ideal is that you’re on minimal medication. Wouldn’t your ideal be maybe that you’re on zero medication, but it was very hard for her to sort of wrap her brain around this idea. We feel bad about putting it out there because there might be a reality where you have to be on some medications. So it’s like, no, you gotta put that on there.

[01:17:43] It may, you may never achieve it, but it’s a direction. It’s a place for you to start moving. And when you begin the movement of it, you’re a happier person, right outta the shoot, cuz you’re moving, you’re taking control of your life. You’re moving in that direction. The goal becomes less important over time, but what direction are you moving in?

[01:17:59] So that’s the number one thing I would leave your listeners with is on paper. What are your ideals? What do you stand for? What is your perfect life look like? And that will keep you from going on a diet because I’ve never had a single client say I lose weight and gain it back, in their ideal.

[01:18:17] Never, they always go, I’m at a healthy weight. I don’t think about food very much if you know that is what you stand for. Maybe it’s not, but if it is, you’ll never go on another diet again, because that won’t get you closer to your goal, that will help you dictate what your actions are right out of the shoot on daily.

[01:18:31] Yeah. It reminds me of I just read psycho cybernetics. I can’t remember the guy who wrote that book, but anyways, the psycho cybernetics, he talks about humans are like, we are at our best when we are going somewhere. Right, we have a journey, like if we’re not going on a journey, like we can’t do anything.

[01:18:47] And he was like, the first part of going on a journey is creating your identity.

[01:18:52] That’s right.

[01:18:53] Right. And as a lot of people, we just have whatever identity that we’ve sort of developed over our life.

[01:18:58] Or people told us.

[01:18:59] Yeah. Or told us we never actually like developed our own. And it sounds like that exercises you’re helping people to define their identity.

[01:19:06] That’s a hundred percent correct.

[01:19:08] And then strive towards it.

[01:19:09] That’s exactly right. The last truth of my new book is called happiness is in the A to Y. Not in the Z, it’s in the A to Y it’s in getting, I said, as soon as you reach a goal.

[01:19:19] Oh my God. That’s so great. I reached the goal next day, start a new goal because that’s where the happiness is. It isn’t finishing the race. That’s amazing. That’s a great day. That’s excitement, but happiness is in the training for the next race. And that’s where we get locked up because we think it’s in the result.

[01:19:35] It’s one of the things that I love the most about traveling. And so my business now is about 13 years old. And for the first seven years I was at home in one spot, which is, there’s nothing wrong with that. But five years ago we started traveling. And in the last five years I have grown my business probably six times since what I did the first seven years.

[01:19:58] Right. And people ask me all the time, they’re like, do you think traveling has something to do with that. And I don’t quite know if what the answer to that is yet. Cause I’m still thinking about it, if that makes sense. But one of the things that I’ve noticed is that because we’re always in motion that motion translates into a lot of other things.

[01:20:15] Interesting. Yeah.

[01:20:16] That ‘I’m in motion in my business. I’m in motion with a lot of things. And it’s very difficult for me to get comfortable in a routine.

[01:20:24] That keeps things fresh and alive.

[01:20:27] It does. And it’s interesting. So what I’ve been trying to figure out is like, traveling, can’t be the answer to that. Because not everyone can travel like that. And also there are plenty of people who are incredibly successful with their businesses who don’t travel. So I’m like, it’s not the reason, but it is an impetus in my life. And I think part of it is we have a relentless focus on motion and that sort of spills out into other things, right.

[01:20:56] Because you realize it’s about the journey. And one of the things that like I’ve sort of realized in my own business was I for a long time was striving for getting to a particular destination or a particular goal. And there’s nothing wrong with that like having a goal or whatever, but if you’re not enjoying the process. Like the actual journey portion of getting to those goals, then it’s very difficult to actually make any progress towards them.

[01:21:24] That’s super interesting. And I think the difference is that if I go on vacation, I wanna go to Scotland and I can’t wait to get to Scotland, but because you’re sort of in a perpetual travel mode, you’ve trained your brain, that it’s less about the destination.

[01:21:37] You’ve created this sort of metaphor of a good life in the sense that you’re like, we’re in a traveling mode now, this is what we do. And so because of that, you’re almost forced in a good way to notice the journey along the way to Santa Fe, you know? And so that’s pretty incredible. If you can. If I, and this is what I struggle with too.

[01:21:54] Cause I’m like, if I could just get my, you know, that get out there and really say, I mean, this is a really cool place. Let me develop this and actually be mindful of the travel on the way. It it can only be a good thing. That’s very cool.

[01:22:05] And it’s an interesting, like I said, I haven’t quite got that solidified until like here I could teach someone else this mindset yet, but it’s like a thing I’m discussing with myself, with people on the podcast, obviously.

[01:22:15] Super interesting. Super interesting.

[01:22:17] But it’s that whole idea that like, I’m in a place wherever it’s at, but I don’t have a destination. Yeah. I mean, the destination is like, we’re traveling. And we’re enjoying the journey.

[01:22:28] That’s right.

[01:22:29] And so I’m learning to enjoy the process of like, I have to find a new grocery store here. I don’t know the grocery store. I have to find it and then figure out where all the stuff that we wanna buy is in it. We to figure out which restaurant we wanna go to and who we’re gonna hang out with this evening, which means like I have to go and knock on someone’s door and be like, Hey, I noticed you got a bunch of kids spikes in your front. We got kids at the same age. You wanna go have dinner together?

[01:22:49] I have an idea for you.

[01:22:51] What’s that?

[01:22:52] You call the Traveler’s mindset. You help people develop the Traveler’s mindset.

[01:22:58] Yeah, yeah, absolutely.

[01:22:59] Yeah. I’m giving that to you. That’s pretty cool. Because if you go, how about you would develop the Traveler’s mindset.

[01:23:05] It doesn’t have to be that you have to travel, but if you have the Traveler’s mindset, if you’re training your clients to embody this idea of being in motion, even if they’re living in one destination, but in their business, being in motion, always being in motion in some way. It’s very cool. I like what you’re doing. It’s like a whole another podcast.

[01:23:27] Just to move it into like my business. One of the things that I’ve noticed has been like building the systems and processes that run the business is it’s not a thing that ever is done.

[01:23:40] Right.

[01:23:40] There’s no destination for it. Like, Hey, you’ve got this process done and this process done, they’re always growing and changing. And so it’s a difficult thing to get finished with. And one of the things that I’ve sort of learned to do is really enjoy that process. Which I didn’t earlier in my career. And now I do. And part of it is because I realize like there isn’t a destination here. It’s just progress.

[01:24:04] It’s so funny cuz I’ve gotten better at that. It’s a struggle, but I’ve likened my small steppers practice with clients to yoga because I said, have you ever known a yoga instructor who goes, I’m done. I know everything, no yoga instructors take courses. They take their own classes, they’re teaching, but also taking classes. It’s an ongoing, it’s a practice. And if you can apply that in all things in your life, that it’s a process and a practice, you’re a happier person for it, by the way, healthier and all those kinds of things that come along with that.

[01:24:33] And it’s very cool. The Traveler’s mindset digging that.

[01:24:37] Yeah, me too. I think we’ve got the coolest thing outta the podcast so far is the traveler’s mindset.

[01:24:41] The Traveler’s mindset. That’s super cool.

[01:24:45] Yeah. Just to tie that back into what we were talking about is the whole identity thing is you’re setting up someone to essentially set them up for having a Traveler’s mindset that you’re like, this is where I want to go to this place.

[01:24:59] This sets you in motion. The ideal idea, it sets them in motion. That’s the whole idea. And they keep that thing. It’s a living document. They are referring to it. They’re editing it. They learn new things. They go back and change that and they go, I don’t wanna be a famous rockstar.

[01:25:13] I thought I did, but I don’t. I wanna be a novelist. They go back, I’m a best-selling novelist and they’ve never written a word in their lives, but then they get to small step into writing and they start doing writing three sentences a day and all these kinds of things, movement, constant traveling.

[01:25:25] It’s movement.

[01:25:26] Very cool.

[01:25:27] It’s movement. And I remember like one of the things that I wrote down, cuz I did something similar. I wrote a perfect day.

[01:25:32] There you go. It’s funny. So this is not a joke. My current one now with clients is ideal idea, but then on the second page it says the ideal day, not even kidding.

[01:25:41] Oh, nice.

[01:25:41] Yeah. It’s been happening the last six months. I was like, you know, I wanna do the ideal day too, so they can kind of see where that formulates to. Anyway, go ahead.

[01:25:48] Yeah. So like, I wrote the ideal day, like what my ideal day looked like and it’s changed a lot. And over the course of years of like what my ideal day looked like, it’s exactly what you’re talking about, you get things and you’re like, oh, I don’t actually care about that.

[01:25:59] That’s right. Knowledge.

[01:26:02] And part of it is cuz you think, you think you have things that you wanna do and then you realize like, I don’t really care.

[01:26:08] Like one of them, like I think, my ideal day I wrote it initially was like, I wanted to drive a specific type of car. And I realized over the course of like living that I just don’t give a damn. And you realize that the thing that I wanted was I wanted to have a specific freedom of motion.

[01:26:23] That’s right.

[01:26:23] That I thought the particular car would give me and it wasn’t the car. Right. It was something different.

[01:26:27] Bigger picture.

[01:26:28] But it’s not something that you figure out until you’re in motion, right? You have to be in motion to learn those things.

[01:26:32] These things are revealed when you are doing things, you know, not to like talk about this book, but my new book is about all this stuff, but one of the truths is know what you give a crap about, because if you don’t apply thought to that, you get swept up to some stupid office politics or some idea of a BMW, and that’s not actually what you want, you know?

[01:26:51] And only in being engaged in your life, do you find those things out. Once my clients start moving, then all of this stuff comes flooding in and that’s why we take it slow to awareness based change, give them space around what they’re doing, not flooding with a diet where they have to measure something out at 10:30 in the morning, given them minimal things to do so that their motion begins and then awareness of how they’re feeling and information comes in.

[01:27:15] It’s the coolest thing. Same idea. Traveler’s Mindset.

[01:27:18] And it’s interesting that it’s like, I actually started with that sort of ideal day stuff. And I ended up with a health coach because that’s where it led me.

[01:27:24] Interesting.

[01:27:25] Like I wanted to get to a point where I didn’t have to care about food and fitness and other things, because it was just how my life worked. And I realized, I didn’t know how my body worked well enough to do that. And so it led me to getting a health coach.

[01:27:43] Wow. So wait, the turns we take, right? How cool.

[01:27:46] Yeah.

[01:27:47] How cool. So right on.

[01:27:48] That’s cool. And I love that. I love that as a tool. If you’re listening and you have never done that exercise of writing out a perfect day or an ideal thing, I can look back at that as being one of the changing points in the trajectory of my life and really getting to where I wanted to go.

[01:28:02] It grounds people. My clients, it’s the first thing, period, period. People in my online program right now, one of them has already gone through it, but she did it a few years ago. Now she’s doing it again. And she just wrote me an email. She’s like, I’m just redoing that thing cuz they get a little off and they’re back into it. And they’re reformulating that ideal idea seeing where it is now.

[01:28:22] Yeah, absolutely.

[01:28:23] And now a quick word from our show sponsor.

[01:28:29] Hey there, fellow podcaster, having a weekly audio and video show on all the major online networks that builds your brand creates fame and drive sales for your business doesn’t have to be hard. I know it feels that way because you’ve tried managing your show internally and realize how resource of intensive it can be.

[01:28:43] You felt the pain of pouring eight to 10 hours of work into just getting one hour of content published and promoted all over the place. You see the drain on your resources, but you do it anyways, cuz you know how powerful it is. Heck, you’ve probably even tried some of those automated solutions and ended up with stuff that makes your brand look cheesy and cheap.

[01:28:58] That’s not helping grow your business. Don’t give up though. The struggle ends now. Introducing Push Button Podcasts, a done for you service that will help you get your show out every single week without you lifting a finger, after you’ve pushed that stop record button.

[01:29:11] We handle everything else, uploading, editing, transcribing, writing, research, graphics, publication, and promotion, all done by real humans who know, understand and care about your brand. Almost as much as you do. Empowered by our own proprietary technology, our team will let you get back to doing what you love while we handle the rest.

[01:29:28] Check us out at PushButtonPodcast.com/hero for 10% off the lifetime of your service with us and see the power of having an audio and video podcast growing and driving micro celebrity status and business in your niche without you having to lift more than a finger to push that stop record button again, that’s PushButtonPodcast.com/hero.

[01:29:48] See you there. And now back to the hero show.

[01:29:54] So I got one more question for you here before we wrap things up. And it’s about your guiding principles. One of the things that makes heroes heroic is that they live by a code. For instance, Batman never kills his enemies. He only ever brings him to Arkham Asylum.

[01:30:04] So as we wrap up, I’m gonna talk about the top one, maybe two principles that you use regularly in your life.

[01:30:08] Integrity and living the example. You know, working to live, always having that in the back of my mind, both as a parent, but as a practitioner and as a husband having strength of character and integrity and living the example, it’s not about what I’m saying so much is what I’m doing.

[01:30:27] And people can disagree with me, but I want them to go like, well, he’s doing it. So that’s the most important thing for me is living the example. That would be my guiding principle.

[01:30:36] So this might be one of those things that’s fascinating just to know on the other end of the interview is we’re at roughly 225 interviews or something like this.

[01:30:43] Entrepreneurs from like every walk of life, everything from fortune 500 companies to coffee shop owners in the Philippines to health coaches like yourself. I ask that question on almost every interview and the number one answer by a humongous margin, like 95, 96% of people that I have on here.

[01:30:59] They answer integrity, which is interesting to me because one of the reasons I started the podcast is we have culturally this idea that entrepreneurs are the villains. And like, you can’t turn on a kid’s TV show without the villain being some version of entrepreneur pours oil on ducks for money. Right?

[01:31:19] That’s right, cause there are those people.

[01:31:22] Yeah. There are those people they exist and it’s like, actually one of my good friends and I, we have a theory about why that is because it’s in an athema, it’s not normal. So it makes a good story.

[01:31:31] Yep. Social media. There you go.

[01:31:33] Yeah. So it makes a good story, which is why it’s always the story. The story is always entrepreneur is the bad guy. And the problem is culturally is people like yourself and myself, and a lot of people who are entrepreneurs, we look at our business in a negative light because we have this misconception that entrepreneurs are villains.

[01:31:49] But when you actually look at what entrepreneurs are doing, they’re looking at making a positive impact and positive change. And they pretty much always universally hold integrity as one of the highest principles that they live their life by and run their business by. And I just find that interesting.

[01:32:01] It’s very interesting. And we’re out there, but we just don’t make the headlines.

[01:32:08] Yeah. And you mentioned earlier, you’re never gonna be huge, right?

[01:32:12] No, and I was pissed about that for a long time. Like, when I was a musician, I was like, why can’t I make platinum records?

[01:32:18] Like, that’s not what I do. You know, I had integrity as a musician too, you know, I wasn’t trying to write a hit, you know? And so you either like me or you don’t like me, but I was able to stand behind my music and I’m able to stand behind my work and it makes me a happier person for it.

[01:32:29] Yeah. And one of the things that has really changed my impact or changed my view of like the way that I impact the world is that, it’s that, that starfish story, if you’ve ever heard that starfish story where there’s a little boy on the beach and the old man is walking on the beach. He sees a little boy he’s, he’s tossing starfish back out in the ocean and there’s just thousands and thousands of the starfish. Cause they all got washed up under a shore for something. And he’s just tossing the starfish back out into the ocean and the old man’s like, why are you doing that?

[01:32:57] Like, you’re not gonna make a difference. Like there’s a lot of these starfish are gonna die and the little boy bends down, he picks up on the starfish and he tosses it back in the ocean and he goes, it makes a difference to that one. Picks up a starfish, he tosses in the ocean and made a difference to that one.

[01:33:08] Yeah.

[01:33:09] And it’s just that idea that like, I may not be the kind of person who’s going to like impact the world by like an Oprah Winfrey or the Eagles or something like that. But the people that I do work with, I impact their lives and change the directory dramatically, right?

[01:33:26] Like I’ll forever be a part of their story.

[01:33:30] That’s right. And they influence as a result of your work. It bleeds into their relation. You know, me as a health coach, like I know I positively affected relationships. I know that I possibly affected marriages because in helping a wife maintain her stress and be happier person, the husband’s happier for it. You know.

[01:33:49] They feel a lot better.

[01:33:51] The kids are happier. The household is more positive, you know, or I’m helping a husband the same way. It doesn’t matter what, you know what I’m saying. And it’s like, it does affect the world. Just not, I know, not in a massive way, but it does, it bleeds out. It bleeds out

[01:34:04] It’s what I what I call the ripple effect. It’s right. The stone you throw in the lake, that forever changes the landscape.

[01:34:12] That’s right. That’s right. So it goes.

[01:34:15] Well, I think that is a great place to wrap our interview. I do finish every interview with something I call the heroes challenge and I do this to help get access to stories I might not otherwise find on my own cuz not everyone is out doing the podcast rounds like you and I do. So my question is simple. Do you have someone in your life on your network that you think has a cool entrepreneurial story? Who are they? First names are fine. And why do you think they should come share their story with us here on the Hero Show? First person that comes to mind for you?

[01:34:36] I would say probably Joan and Jeff there’s two, but they’re married. They own the Stanford Inn and they’re an eco resort and they have been pretty much trailblazers along the way and have suffered in a good way, I think. But the same kinds of fates that we have, like they’re under the radar, they’re have a challenge of running a business that they’re trying to make it as ethical and sustainable as possible in a real way.

[01:34:57] Not a sort of we’re ethical we’re I mean, sorry, we’re eco, but they’re actually on boots on the ground trying to do this right. Definitely not perfect. So yeah, I think it’s been, and they’ve had their business for 42 years. And it’s constantly evolving and growing this little family run. They live on the property, you know, they’re not this corporate own kind of thing. And it’s very cool to watch. I’m happy to be a part of it, I’ve been living there. I’ve been working there, not living there, working there for 15 years, 16 years. And it’s an evolution and very cool to see.

[01:35:27] Yeah. Well, I’ll see if we can reach out after the show and get an introduction. Maybe we can get them on and say, hi, maybe we can’t. But sometimes when we do, we get to stories that you just, otherwise don’t get a chance to hear because they’re not out doing the podcast rounds. So we’ll definitely reach out afterwards to see about that, but in comic books, there’s always the crowd of people who are cheering and clapping at the end for the acts heroism.

[01:35:44] So our analogous to that here on this show is where can people light up the bat signal, so to speak. Where can they go if they wanna get your help? And more importantly than where is, who are the right types of people to raise their hand and say, Hey, you know what Sid, I’d love to speak with you and work with you.

[01:35:58] Yeah, well, people who don’t wanna do the same thing over and over again, they’re over it. And they wanna do the hard work, but the good work, the best work of taking control of their lives. And you can find me not on social media, SmallSteppers.com, SmallStepIntensive.com. SmallSteppers.com is my online program.

[01:36:15] I do live Q&A’s, so I’m very involved. Small step intensive is my private coaching 12 week program, SmallStepIntensive.com and then otherwise SidGarzaHillman.com, which is my main site. You can get to my YouTube channel through there. You can get to my old podcast, The Approaching The Natural Podcast, and the one I’ve been doing now for 155 episodes, which is called What Sid Thinks you can go to SidGarzaHillman.com for all things about me.

[01:36:36] Awesome. So what we’ll do is we’ll take those links and make sure that they’re in the show notes for this episode. And thank you so much for coming on the show today. Really appreciate it. I have enjoyed our conversation immensely. Do you have any final words of wisdom for my audience before I hit this stop record record button?

[01:36:49] No, I just wanna thank you for your time. And I know we went over a little time, but I think we had a really cool conversation. I didn’t know. It was very cool. So thanks for having me on, appreciate it.

[01:36:56] Yeah. Thanks for being here.