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Welcome to the Sell or Die podcast.
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I m your host, Jeffrey Gittler.
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Well, in this podcast, we re gonna help you attract more qualified, unbelievable, ready-to-buy clients.
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And the one thing you re hoping for, blows more deals.
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It s time to sell or die.
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Good morning, Diehard.
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This is a very special show today because of the serendipity of the process, not simply the fact that I m friends with these guys from a foreign country.
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But Roy and Ariel have a company called Augment.
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And Augment is an online MBA program
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that transcends real world schools.
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If you go to a $50,000 a year MBA program at Harvard, you re going to get professors that have never had a job.
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But seriously, what s that about?
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It s total bullshit.
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And your job as a student is to give yourself real world information that one minute after you hear it, you can take it out into the street and turn it into money.
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And Augment has created a program with all founders
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of companies, the founder of Wikipedia, the founder of Waze, the founder of YouTube, the founder of Eventbrite.
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All of these people get together and talk to you about how they did what they did and how you can do it yourself.
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And I thought it would be appropriate to get the founders of Augment to do a show they ve probably not done before, but their English is beautiful.
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When you hear their French accent, you re going to go, oh man, this is just, it s so compelling.
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So please help me welcome Roy and Ariel.
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Men, bonjour.
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Yeah, bonjour.
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Here s the deal.
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If you go to Paris, and you walk into a store, and you don t say bonjour to the person, they get so pissed off.
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It s not even funny.
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Like I ll say, well, I had really like bonjour.
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I ve been wrapped on the knuckles so many times about not saying hello to somebody.
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I think I finally got it after going to Paris for 50 years.
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I think I now have it down.
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So no different.
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Yeah, bonjour to you too, Ariel.
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So here s the deal.
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I m going to ask you guys, one at a time, to talk about why you founded Augment.
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What was the impetus behind creating something online?
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Let s go.
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We ve got a very similar story.
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We grew up together in Belgium and Brussels.
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We went to the same university in the UK.
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We both always wanted to become entrepreneurs, but we knew nothing about business.
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We were not business guys.
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Roy studied math and I was a history student, so very far away
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from entrepreneurship, from finance, for anything related to business.
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And we quickly realized that we wouldn t want to get a traditional career and get a job, and we would want to start something together.
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And we decided to learn about business.
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We did it in two different ways.
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First, we went to business school and we went to the top business school here in France.
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It s called HEC Paris.
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It s one of the best ones in Europe.
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But at the same time, we also learned a lot by ourselves with podcasts.
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YouTube videos, reading newsletters.
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And what we realized is that we learned much, much more from learning from those who were the best in the world and teaching in YouTube videos on podcasts, et cetera, than the actual classes from the best business school in France.
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And the disconnect between, wow, what you can learn online versus what you can learn going to a traditional business school, but also seeing the difference in prices made us realize that there is a big opportunity to bring those top founders, the one you mentioned, the founders of YouTube, Wikipedia, Shazam, Waze, Lime, et cetera, to sit them down and fly them to Paris and to make them teach what made them successful.
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And everyone wants to fly to Paris.
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Everyone, yes.
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Exactly.
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To me, it s been my second home since 1967, probably 30 or 40 years before either one of you were born.
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But the challenge that I had, I found you on accident.
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I found you on Instagram and I see this guy come on and he s the founder of a company and I click a little bit and I find out a little bit more.
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and like, wow, this is like a really cool thing.
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Where s the sales course?
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And I immediately email and say, okay, I want to do the sales course.
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And they go, great, you re in.
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I m like, okay, when do I get to Paris?
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But I go every year.
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I m not a Parisian and I don t speak
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French very well at all, but I love what the city has to offer.
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And the city offers great food, great fashion, museums, ambiance, culture, you name it.
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And it s exactly the same thing that Augment offers.
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It offers insight from people from a variety of spectrum that will give you an ability to move forward in your life.
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It s like an entire university of experience.
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that no one has ever offered.
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That s the cool part.
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And I m honored.
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I get to have a course on there.
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It s like, when we sat down to do this, I was basically on trial.
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You know, how good is this bastard?
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Correct?
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We had an amazing filming experience where you also met with Steve Chen, who is the founder of YouTube.
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And I ve got a wonderful picture with you and the founder of YouTube and the entire OVMEN crew and production company.
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It was so, so fun.
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Yeah, it was amazing.
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But I decided before I went there that I was going to give it the best I ve ever done.
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I was going to sit in that chair and it s hard to tell, but it s scripted because they want to make sure that it falls within a framework.
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And we worked on the script for about a week before we started the whole program.
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And I
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red with every bit of passion in my body.
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And you could tell that because I wanted this to be, you know, I wanted my participation to be just as good as anybody else s, you know, I m hanging out with billionaires.
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And, you know, I ve probably I ve graduated from thousandaire to millionaire, but I m not a billionaire.
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And when you re with a billionaire, you have to step up your game.
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I mean, there s you have to be the best you possibly can be.
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And
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What these guys have done, and I want you to take very close note of this, Diehard.
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I want you to pay particular attention to this because this is an opportunity for you to go to school without going to school.
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You can click on Augment any time of the day or night, take a course any time of the day and night, find out how good you did or how good you are day or night, and then repeat it.
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Like if you have a great class in college, that s it.
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It s over.
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You go for an hour and a half or you go for an hour and you re
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flirting with the girl next to you, or you re taking notes, or you re not really paying attention because the guy s not too, you know, doesn t really care.
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And that s your education.
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No, no, this is instantly usable material.
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And I think that s, that s the draw of this to me.
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I think it s really important nowadays, the world is changing because of COVID and how the future of education is evolving.
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People want to learn online, fast, from the best.
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They don t want to be on Zoom at a certain moment of the day.
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They don t want to have to do homework.
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They want to learn.
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fast, online, at an affordable price, and from the best in the world.
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And that s what online education allows you to do.
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You can have access to the greatest minds in the world, in the business, and learn from them directly on your phone or on your laptop from anywhere.
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This is a new world, and this is changing the game.
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I think it s phenomenal.
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I think that everyone who I ve recommended to just take a look at Augment, they look at it and they go, holy shit, this is phenomenal.
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Yeah, I have to do this.
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And so I m bringing you an idea to this podcast today that I would like to do a weekly three-minute Why Augment or Augment Your Education or something where the three of us get together and talk about the value of online learning
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and use one of the people that have given the course as an example.
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What am I going to learn?
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And I ll put it on every social media I have.
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It ll go up on LinkedIn.
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I got like 100,000 people on LinkedIn.
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And they respond.
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People will click and respond.
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I want to make sure that your courseware is available to other people who don t even right now, they don t even know it exists.
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You re probably the best unknown resource on the internet.
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And it s important for me, not just from a standpoint of,
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I m getting to go to Paris another four or five times a year, which is part of my internal game plan.
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But to bring other people who I know that are experts in their field, so you can have an education of courseware that you will get no place else on the planet.
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The information that s provided in this short, you know,
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hours of courses, not months or years, in short hours of courses, you re never going to see these things again.
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You know, you re going to go to class and take a course in entrepreneurship, or you can watch the founder of YouTube.
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Seriously?
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That s entrepreneurship.
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You can watch the founder of Shazam.
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That s entrepreneurship.
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You can watch the founder of Lime.
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That s entrepreneurship.
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And what you have to understand here is you re not going to get this anywhere else.
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It just doesn t exist.
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So either one of you guys can answer this.
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What kind of comments do you get from the people that have graduated or taken all the coursework?
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So the feedback is overwhelmingly positive.
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And you can see it on our LinkedIn page.
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Every day, there are people graduating from the program and sharing what they ve learned.
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And something that I find so cool about building a business education startup is that business is so central in people s lives.
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And we spend 8, 10, 12 hours a day working on something that a single piece of advice can completely change the trajectory of a career.
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One sentence delivered in the right way at the right time by the right person can totally create moments of unluck, epiphanies that would just change the way you look at things and go back to work tomorrow with a totally new approach, mindset, and way of doing what you ve been doing in the past.
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I want to add one thing here.
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Repetition is the mother of mastery.
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Augment allows you to go back in and repeat anything from anyone a number of times.
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On my bookshelf is a whole section of Napoleon Hill.
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I read Think and Grow Rich 14 times in one year.
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And after about the seventh time, I got positive attitude forever.
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No one can take it away from you.
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You can take all my money.
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You can take everything.
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You re never going to take my attitude away from me.
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I m going to bounce back up and go, you know,
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You go broke.
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People, oh my God, that s so horrible.
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No, no, great.
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No more payments.
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And so you have to look at it from the perspective of what s the bright side of this versus what s the downside of this.
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And the thing I found about Augment is the people who are giving you wisdom can give it to you any time of the day or night if you just need to get a kick in the ass in the morning.
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to click on something and watch.
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And you ll see how people have made millions with an idea and how they did it.
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What caused them to do it?
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What were their barriers?
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How did they overcome the barriers?
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It s an amazing opportunity for you as a diehard to dive in and get something out of it daily, hourly, literally.
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So if you re pissed off at the world, that s your problem.
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But Augment can help you get you out of the pissed off of the world.
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Many of our students who completed the program, they told us like,
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They are very smart people.
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They are educated.
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They have companies.
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They are already entrepreneurs.
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But they realized they were stuck and they couldn t go to the next level.
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They wanted more financial freedom.
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They wanted to have more impact.
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They wanted to be better entrepreneurs.
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And they told us that Augment has really helped them going to that next level.
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Because understanding business helps you understand opportunities.
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It helps you think differently, helps you
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Like, just be a better business person.
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And so, this is what Augment does to people.
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It helps them go to the next level.
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That s phenomenal.
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And I agree with that completely.
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No matter what level you are in business or in your life, when you get information, you decide how you want to implement that information.
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And people will implement it differently.
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And you can use specific examples from any of the people that are the teachers, professors, examples of
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of wisdom, but you get that wisdom.
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And I m telling you, it s just a simple little thing.
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Think about it, Diehard, I want you to think about a mentor of yours and think about one thing that they said to you, and you have to decide how you re going to use that, that one little thing.
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And there s a thousand things in Augment, literally a thousand.
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And your job is to pick out what s best for you and run with it, not walk with it, run with it.
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And it s so easily implementable and you can go,
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What did he say again?
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And boom, you go hit the rewind button and you can watch the whole thing again.
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It s phenomenal.
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Repetition is the mother of mastery.
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I promise you, this is repeatable, repeatable success nuggets that you can take out into the street and turn them into money.
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So, tell me about the future for Augment.
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Tell me what s going to happen in the next year other than me, obviously, coming there and preparing a bunch of more stuff for you that I can t wait to do.
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So we break down the plans in two steps.
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One, we will build more classes and content.
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And two, we re investing a lot into building the augmented community of students.
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That means bringing together all the people from all around the world.
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So 80% of them are in the US, but also 20% internationally, in Europe, in Asia, etc.
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Those are people who want change, who want to reach the next level in their careers.
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A lot of them are entrepreneurs.
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And we re building this online community so that we re not only learning from the bed, but also from other people from all around the world going through the same journey, facing the exact same challenges.
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And that means a lot of online events, but also in-person events.
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We had the first Augment meeting, some drinks in London, in the UK, 40 people all around the UK.
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came to London, had an amazing in-person event, and this is where we want to bring Augment, building this community of career professionals, super ambitious, driven entrepreneurs, but also business leaders who take seriously learning, growth, and opportunities.
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Keep in mind, Diehard, I ve been in business for more than 60 years, 60.
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And when I went to college, I learned stuff that I could have learned online.
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I could have just Googled it and probably got better information and taken a hell of a lot less time to do.
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But more importantly, the vision that when I see what s available,
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in a college or university, half of it s bullshit.
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I don t need to know what my gender is.
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I can just look down.
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And I don t need to understand some of the goofy ass ways of the world.
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What I want to know is how can I succeed better?
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And you re never going to get a course in college on positive attitude.
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You re never going to get a course in college on how to set a goal.
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You re never going to get a course in college on how to listen better.
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You re never going to get a course in college about how to be more creative.
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Old Mint will provide that.
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Do you know that Jeffrey, Ariel and I went to one of the best business school in Europe.
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All our teachers were either consultants, researchers, academics.
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None of them had built any businesses in their life.
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And more than that, we studied business at business school for two years.
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We had no sales scores.
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Zero.
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No sales training.
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Insane.
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I lived in Indiana for four years and I went to Indiana University to the head of the business school, who was also the head of the economics department.
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And I said, Hey, I d really like to offer a course in selling because that s what these guys are going to have to do when they get out of here.
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And he goes, we don t consider selling that important.
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And he was like an older guy.
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And I said, you know what, let me just wait till you die and I ll come back and offer it again.
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And I left.
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They still don t have a sales course.
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There s a half a dozen universities in this country that have a sales course, but it s all mixed in with all the other crap that they have.
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In my finance class at Temple University, I asked the professor, what do you do when a customer bounces a $10,000 check?
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And he said, well, we don t cover that.
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You re an idiot.
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This is what happens in the real world of business.
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I don t need to open up my book to chapter one.
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I need to have the guy that wrote the book to come in here and talk to me.
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That s what I need.
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And that s what s offered in Augment.
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It is so practical.
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It is so pragmatic.
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And it s so real world that you can t deny it.
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When the founder of Wikipedia comes on and starts to talk about why he did what he did and how he did what he did, it s like, it s compelling.
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It s not good.
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It s compelling.
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And it s like, it s a story that you can actually replicate.
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You can actually repeat in your own life as you move forward.
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And also something that I always find interesting is that most experts or academics
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They try to make you believe that business is difficult and this is this obscure topic with a lot of lingo and frameworks that you need to understand.
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Whereas actually, when you take those frameworks and you
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apply them to companies that you know of, YouTube, Wikipedia, Shazam, and see how they translate into the products and services that you use in your everyday life.
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It makes it so much easier for you to get what s the philosophy, what s the real idea, and how to apply those frameworks in your daily job because you ve seen how they ve been implemented in the real world.
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And the importance of that is that it s real.
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I don t want a college professor to tell me to turn to chapter one.
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That s what I want.
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I want the guy that wrote the book.
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That s who I want.
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And also, quite frankly, in business school, they teach you based on case studies that predates the internet.
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The world has changed.
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The rules of the game have changed.
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You need to learn something that s modern, that s fresh, that s contemporary.
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And you cannot learn outdated concepts because everybody knows that we need to know what s at the forefront of business.
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I m going to throw something at you that I would like you to use in your own marketing campaigns.
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AI is now the new rage.
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Everyone thinks they know everything about it, but they really don t know anything.
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It s primitive.
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What will happen in AI will happen in the next 10 years, not in the last 10 years.
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But Augment is not AI, artificial intelligence.
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Augment is AI, actual intelligence.
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And that actual intelligence will carry you forward into any
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field of endeavor that you choose.
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And I think that you as a diehard need to have an understanding of, I recommend that you study AI, but I also recommend that you use actual intelligence in order to be able to convert that AI, that artificial intelligence into your real world.
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because each one of you has a real world.
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And your job is to be able to take information that you can actually use on an everyday basis and combine that with your own education in order to be able to create success power.
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That s the real deal.
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Because when you get
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real information from real people that have really done it and really banked it, you put that into your own storehouse of knowledge and you win with it because you can recall it anytime.
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And I m telling you, I m going to tell you again, repetition is the mother of mastery.
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You can take any class in Augment and repeat it 152 times if you want.
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You get it, you hit the replay button, you get it, you hit the replay button, and all of a sudden it starts to sink in.
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And sinking in is everything for you because that will show you how to apply
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not just how to think about.
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The application of the information from Augment is like, wow, I love that guy.
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Wow, I love that woman.
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These are real people.
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This is not a bullshit college class where the guy walks in looking like a jerk or sounding like a jerk.
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This is a real world guy.
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This is the person who s actually done it and banked it.
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And you don t, you have to look at it from a standpoint of, okay, wow, what did he do?
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How did he do that?
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Why did he do that?
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That s what this program gives you.
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Now, Geoffrey, I have a question for you.
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How was it to come to Paris, to film the class?
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How was the course production process?
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Because you know the backstory, you know what s behind the scenes, right?
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Yes.
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First of all, Paris is the best, is the cultural epicenter of the world.
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best food, the best art, the best ambiance, the best architecture, you name it.
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And somehow the studio at Augment beat all of those expectations that I had, that I ve had in Paris s experiences since 1967, do that math.
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I sat in the studio, was directed by a brilliant person.
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We had already done the script.
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I was rip-roaring ready to go.
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But
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The way it was done was just so much fun.
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It was just so much professional.
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It actually created energy for me to be better.
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Like I ll bring my own energy every time, but your people extracted maximum energy from me.
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Coaching, encouraging, laughing, just the whole ambiance was part of my friendship.
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The whole ambiance was amazing.
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And if you re out there right now and you re thinking,
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would really love to do a course for Augment, then email me, jeffreyatkinmer.com.
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Don t DM me.
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I don t DM.
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Email me, jeffreyatkinmer.com, and tell me what it s all about, and we ll yak about it.
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I must say that the performance was impressive, to say the least.
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And we were totally blown away by the energy that you brought.
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And that was a very long filming.
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That went like this.
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Yeah.
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not only the level of energy and stamina that you had, but also the passion that you maintained delivering the topic was just incredible to see.
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Thank you.
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Thank you very much.
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It was one of the most memorable days of my life and one of the best times I ve ever had in a studio.
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It was just like I have my own studio.
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I ve done
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thousand hours inside my own studio, nothing like your studio.
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It was phenomenal.
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And the team... And the result.
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Oh yeah.
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The course is amazing.
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Ariel and I, we have already seen it 10 times.
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We know it by heart and we recommend to everyone who wants to sell something in his life to see it.
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Thank you.
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It s mandatory.
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Cool.
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Thank you very much.
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You re an excellent judge, but thank you very much.
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So the challenge now is, okay, what do we do next?
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And the answer is we continue to create courses that are available no place else in the world, so that anybody who wants a real education can get one.
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You re not going to get a course in how to listen, but I m
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I promise you that a course will exist on Augment on how to listen.
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Short, sweet, full of meat, and all you have to do, and maybe a croissant, but all you have to do is make certain that you pay attention, and then repeat it, and then put it into practice.
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So guys, I want to thank you for being here today.
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If you have any
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parting words, you re more than welcome to throw them in there, because I m sure you ve been thinking about how do I get more people to sign up?
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How do I get more people to sign up?
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And the answer is go to augment.org.
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and click on a link and just see what s available.
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Just see what s available.
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It ll be in the show notes, but I want you to make sure that you look at it for yourself and then maybe give it to your boss so that all of your people can take the course in your entire company.
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But it s not good, it s phenomenal.
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And you have to get from beyond good to phenomenal yourself.
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So thank you guys for being here.
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Thanks a lot, Geoffrey.
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It was a pleasure and was so fun to work on this project with you to welcome you to Paris.
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to do this filming.
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It was just so cool.
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And at the end of the day, we do business just to meet with some good people and live cool adventures with them.
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So it was a pleasure.
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Mine.
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Yeah, my pleasure.
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Thank you, Geoffrey.
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We love you.
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My pleasure, Roy.
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Thanks for listening to the show.
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Don t forget to like, share.
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Yeah, share with both your friends.
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And subscribe to the podcast.
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And remember, we have a free 22 day sales challenge.
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Just go to gator.com slash sales challenge to start you on your way.