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This is The Art of Charm.
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Learn everything you need to know to crush it in business, love, and life.
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The Art of Charm is where ordinary guys become extraordinary men.
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Welcome guys and gals to The Art of Charm.
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I m Jordan Harbinger.
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The Art of Charm brings together the best thought leaders, teachers, and exceptional individuals to teach you how to be a top performer in life, love, and at work.
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Imagine having a mix of experienced mentors teaching you their expertise
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and packing decades of research, testing, and tough lessons into a curriculum.
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We may not have all the answers, but we definitely have all the questions.
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Make sure to stay up to date with the Art of Charm and get some great stuff that we don t or can t share on the show by signing up at theartofcharm.com.
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Then we ll email you our Fundamentals Toolkit that covers topics like body language and nonverbal communication.
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dating, attraction, persuasion, networking, public speaking, negotiation, and a whole lot more.
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I m also doing regular videos and drills with exercises to help you move forward every single week.
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That ll be delivered to your inbox as well.
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I also want to encourage you to join us in this first Social Capital Challenge at theartofcharm.com slash challenge, or you can text charmed to 33444, and we ll have you text us your email instead, no spam, and it works much better when you re not in front of your computer.
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This challenge is about improving your social capital and inspiring more people to develop a personal and professional relationship with you.
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During the first four weeks, we re going to be giving away something special as well, so keep your eyes open for details.
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And the challenge will get progressively more difficult, so if you think it s easy, great.
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And it will make you a better networker and connector.
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And the last thing, if you want to have accountability,
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invite your friends to join at theartofcharm.com or have them text CHARMED to 33444 and they can join the challenge too.
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Today we re talking with Jay Samet, author of Disrupting You.
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We re going to talk about why creativity and the process of coming up with billion dollar ideas is something that you too can access.
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disruptors at work and the value of something called intrapreneurship, how the CEO of Google photobombed Bill Clinton, how to know when to quit, and why more entrepreneurs are killed by praise than anything else.
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So enjoy this episode of The Art of Charm with Jay Samet.
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Tell us what you do in one sentence.
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I disrupt industries to unlock value.
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And what do you mean by value?
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Let s start from the end.
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So that value can either be financial, that value can be knowledge, that value can be whatever is the purpose for why a person wants to change the world, so to speak.
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And what does it mean to disrupt an industry then?
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Is it like how Uber disrupted the transportation industry or especially the taxi industry?
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Exactly.
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So I hired the first guy to create an auction on the internet that became eBay.
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I worked with Reid Hoffman, LinkedIn.
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who was video chat used by a hundred million people i work with major studios i work with the batik and i work with the white house, each has different needs and we live in a time of what i call endless innovation so the ability to.
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Transform yourself in the world is never been easier one click away from six billion people so really it s about a mindset of how do you want to go about changing the world.
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What is the Vatican doing on the internet?
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So this was about 15, 20 years ago.
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They felt that they were losing a generation to video games.
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How can you create something on a computer that young people would find entertaining and enjoyable and a gateway for them?
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So we did the history of Western music, Western art, and the church.
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Sir Peter Ustinov hosted it, narrated it, we recreated Galileo, we had access to the archives, we recorded the church squire, and we made a major production that was successful as CD-ROMs all over the world.
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Interesting, and just a total side note, they weren t big fans of Galileo back then.
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Right.
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Right, okay.
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Anybody that changes, I mean, you know, changing where you think the earth is the center of the universe, big idea to change that to make it the sun.
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But nowadays, you re one click away from six billion people, so you can become a billionaire in just a nanosecond of getting it right.
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And that s why we see so many people in their 20s that are doing these amazing things that would have taken generations to accomplish before.
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Why do we need to disrupt to unlock the value in an industry?
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Because the world was operating a certain way.
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So, by definition, that value is
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in someone else s hands so it takes a new idea a new way of doing a best improvement to unlock that value so give me a great example the difference between innovation and disruption go back to the bronze age somebody discovered bronze they can make a little night they could stab you.
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Over the years, innovation was turning that knife into a sword, a longer sword, a better sword, until you get to that scene with Indiana Jones in the streets of Cairo, where the guy has the giant scimitar and he s waving it around, and Indy pulls out the Smith & Wesson, boom, that s disruption.
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The second that handgun came along, no one cared about making a better sword.
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Right.
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Yeah.
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So the largest media company in the world is Facebook.
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They create no media.
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The largest transportation company is Uber.
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They own no cars.
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Airbnb puts more people in beds at night than any hotel chain, and they own no hotels.
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Alibaba is the largest retailer, larger than Amazon, and they have zero inventory.
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What are these things all have in common they completely disrupted their businesses by using big data using the internet using mobile using the way we re all connected to provide better solutions for people.
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So if I m not in my 20s, or even if I am, but I m not really that interested in the pursuit of becoming a billionaire, I just, you know, I work for Ford, or I m a stay-at-home mom, or I have a regular job, or even if I m an entrepreneur, but not really going that big, and we don t want to disrupt an entire industry, because it sounds like a hell of a lot of work, what can we take from what you teach?
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Well sure, so disrupt you, that s really the second third of it.
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The first third of it is, everybody wants to, you know, change the world,
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People don t realize it starts with changing themselves and so self destruction is really about unlocking your potential something that you believe in and talk about and.
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What is the most surprising thing is that most of us put artificial limitations on us because what we were told as children of what we can and cannot do.
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There s a great story in the book that a professor, and they ve done this now for 60 years, gives one of those fill-in-the-oval personality assessment tests.
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You fill in all the ovals.
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You do it for hours.
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put it into the computer, they come back, and they give all the hundreds of students their results.
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And for 60 years, 80 plus percent of the people say, this test absolutely nailed your personality.
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One secret the professor hasn t told you, everybody gets the same result.
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The answering the question and filling in the oval was a complete charade.
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The point is, we tend to believe when we re externally reinforced.
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So if you can stop believing what you re told,
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I was dyslexic i was put in the dumb reading group i therefore i m dumb somebody else might be told they can t do math or they re not good at sports.
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And we then put those limitations on and as we grow it limits our chance to have success.
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You know the purpose of life is to have a life purpose to create and do something that you won t be here forever but maybe something you touch will.
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So why limit yourself when opportunity right now is limitless?
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So it doesn t have to be about money.
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It can be about changing the educational system.
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It can be about the environment.
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It can be, you know, something local, the sharing economy.
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What I like about what you have written and what I ve read online as well is
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you stated that whether by choice or by circumstance, at least it was in the context of careers, everyone s career gets disrupted.
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Office automation, self-driving cars, 3D printing, that s making us obsolete, and the fact that we aren t interested in it, or don t like it, or don t care about it, or don t want to pay attention to it, is completely irrelevant.
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Correct, so what used to happen is, ooh, I got the safe job, I m at the big company, I m at the Fortune 500 company.
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So the old expression was security robs ambition.
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Well, in fact, it s the illusion of security to Rob s ambition because the Fortune 500 companies of the original list, only 57 are still Fortune 500 companies.
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The likelihood that you will be there to get that watch after 40 years of trading your life.
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It seems insane that people do that.
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Every day you are exchanging this gift, this amazing ability to be alive, for what?
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When I talk to large audiences around the world, I always start off with one very basic question, which makes the room go to silence.
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Are you living your life, or just paying bills until you die?
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Wow, yeah, let that sink in.
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Because I think most of us are paying bills until we die.
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And so when did you give up that exchange that you were in a value that you couldn t have happiness you know what the fourth grade version of jordan be proud of the grown up jordan, what happened to your dreams and what we find most cases we give up on our dreams because we listen to people that gave up on their you can t do this,
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You can t do that.
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And yet the only people that ever changed society, led a company, led a nation, were people that didn t follow the path of someone else.
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People that weren t afraid to fail.
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And I talk at length and disrupt you about the difference between failing and failure.
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Failing is learning what doesn t work.
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Failing is the greatest thing to success.
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Failure is throwing in the towel.
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So back to what you quoted, whether by choice or what s already happening, your world will be impacted by change.
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So it s either an obstacle or an opportunity, the choice is yours.
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If you think you can or you think you can t, you re right.
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What can we do about that?
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Let s say, listening to this, of course, we want to say, all right, well, let s turn obstacles into opportunities instead of...
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essentially roadblocks because we don t really have a choice.
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I mean, people who see them as roadblocks and try to fight them are going to fail in the bad way, in the bad sense of the term.
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So if we know that every obstacle is an opportunity in disguise, how do we actually use that to our advantage instead of just having a really cool bumper sticker?
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Right so there s two things that you re going to need to be successful and they re both within your reach the first is that big idea or idea that you re going to pursue.
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And we can talk about how to get that in the second the second is persistence everything else you can hire so you have to first look and say what is the basis of.
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All business in the basis of all businesses solving problems for somebody else to solve for millions of people become a millionaire so what are problems that you have in your life that you wish you didn t have.
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Instead of just wishing what can you do and how do you build and how do you start looking you don t need to know all the steps the keys to work backwards from the solution.
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And so the second you can start saying, what is new in the world that can solve that?
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Wow, nobody has done this.
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And as you go down that path, you will discover more insights because nobody else has journeyed there, because the world is different from when the last person looked at it.
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My property teacher in law school said, famously, kind of, because he was a well-known dude, that if you have a new idea, it s either not very good, or it s total crap, or not new.
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If we re looking at the world and we see it differently than somebody else or it s different than when somebody else last looked at it, it sounds like you would disagree with that sentiment because things are moving so quickly that you are able to come up with new ideas that no one has had yet that are actually good.
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Yeah, so the mere fact that he became a teacher, you know, answers my question of what I think about that.
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And I m the guy that took on all the lawyers in the world when they all said they d win on Napster and I sued Napster.
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Story for another day.
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Let s just take down some basic changes, okay?
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Write down three problems that you have in your life today and do that for a month.
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You ll have 90 ideas.
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Each day it gets harder because you start having to look at things that you assume are unchangeable and realize that they are a problem that you can change.
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So a basic one, you were in traffic this morning.
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I can do nothing about that.
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There s no new ideas for traffic.
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Well, somebody was stuck in traffic in Tel Aviv and said, wait a second, the phone company knows my phone s in my car.
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It can tell me to go left and the car next to me to go right and we can instantly cut traffic in half.
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That was the basis of a company called Waze.
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Never sold a nickel and sold the company for billions.
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Is that not a better idea?
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I ll give you another one that somebody came up to me after a talk.
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Have you ever seen those Happy Meal watches that are like, you know, they cost like six cents, a little digital watch?
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Yeah, and then like on it is some Muppets or whatever.
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Yeah, so take that watch, which costs six cents to make, and put that on the top of a medicine bottle, and every time you close the lid, it starts the countdown clock.
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Did I remember to take my pills at breakfast?
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Oh, it says it s been four hours since I ve touched this bottle.
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No, I didn t take my pills.
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Or yes, it says it s been four minutes.
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Oh, right before Jordan called, I took it.
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You ve now improved efficacy of medication, which is a multi-billion dollar issue, which saves society billions of dollars by getting people healthier, quicker, and off of meds faster.
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You didn t have to invent the watch.
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You didn t have to invent the pill bottle.
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The big mistake is people think that it s like Doc Brown in Back to the Future, that you have this, you know, eureka moment of the flux capacitor, when in fact, it s looking at things that already exist in different ways.
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Gutenberg did not invent the press.
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He invented the printing press.
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There was a surplus of people taking wine presses and making Rieslings in Germany 500 years ago.
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It became so much easier to use an olive press to make wine that everybody went into the wine business, everybody went broke, and there were a bunch of surplus presses sitting around that you could buy for nothing.
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And Gutenberg looked and go, wow, maybe that would work with my movable type.
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It wasn t that he invented this complex machine.
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And so much of the innovation we see nowadays is taking changes like we talked about traffic and now that we have mobile phones.
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The world is fundamentally different than it was five years ago or ten years ago so that most of the big ideas when you look at the internet of things 3d printing self driving vehicles.
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The world changes.
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And don t miss President Obama sharing how he deals with pressure by projecting confidence, believing in your team, and taking criticism.
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Now back to Jay Samet.
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So basically, what it sounds like you re saying is take some simple things that you see that already exist and try to put them together.
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And they don t have to be simple, I take it back.
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Try to take things that already exist and put them together almost like Legos, except with ideas.
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So we re looking at a problem that you have, what technology plus what other technology could solve this or could make it easier?
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Because a long time ago,
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Once we saw that phones had GPS, me and a friend of mine, I think it was actually AJ, my business partner here, were talking about how cars would route each other because there would be a server that would know where all of these phones are.
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And it would simply route some traffic in one way and other traffic another way, knowing full well where all of the cars are.
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And of course the stopping block was not everyone s gonna have the app on, there s gonna be problems with that, but it s very solvable, especially if you attack it at the top level.
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And in order to do that, you would have to build some sort of critical mass, right?
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So I think people are making the mistake of saying, well, you know, you could never do anything like Waze before Waze existed, because you d have to get buy-in from the telco and you d have to have
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this massive server power, so you d have to get Google to rent it to you, or Amazon, and that s never gonna happen, or you d have to buy it, so you d have to raise funding, and really, you don t have to do any of that.
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What you would ve really needed for the version .01 alpha of Waze, you would ve needed a real-time traffic map, which already existed, and you would ve needed a GPS map that shows other routes where there isn t that much traffic, which would ve been very, very easy and already existed, probably on everyone s phone, and then you just marry them together
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and add some gamification features and a few tweaks here and there to optimize it, and I m sort of using that as a deliberate understatement, now you have a billion dollar company that s invented very little by way of actual functionality.
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And we can go chapter and verse a million the whole big thing the past year was the uber this and the uber that and yet most people miss the biggest innovation of uber.
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Uber has one million drivers let that sink in for a second one million human beings that report to a piece of software that never spoken to anyone at the company they do not have a boss.
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They report to Skynet, okay?
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They get paid that way, they get employed that way, they get hired, and all.
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That same thing will happen to tons of industries that have nothing to do with cars.
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What will cars be when you re not occupied?
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The only reason Google and Apple are getting into cars is not to sell steel at a higher price, but to deliver advertising and services and movies and entertainment when your vacation starts the second you leave your house.
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So, you can start imagining new services and needs.
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I literally just drove from Oregon down to Los Angeles for the sole purpose of pretending it was a self-driving car.
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What would I be doing differently?
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What would I want to know about the next town, the environment?
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What are the new businesses that come out?
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What does 3D printing change when 3D printing is printing meat, printing organs, printing buildings, printing medications?
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you really start seeing that the world is rapidly evolving, and you had a billion-dollar idea, but you didn t believe that you, Jordan, could make it happen.
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Yeah, frankly, I wasn t that interested in the idea.
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But yeah, I definitely didn t think it was possible.
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I was thinking, how the hell are we gonna get server-time developers and buy-in from the telco?
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That was the big objection that we had with that idea.
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And every idea, you know, first they laugh at you and then they talk about how they knew you once.
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All these big ideas, first of all, didn t start out as great ideas.
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Most of them started as a okay idea.
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And when they got into it, you discover something solid that you pivot.
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I have an expression that the purpose of an idea is to kill it not to find everything wrong with it before you start spending money on customer acquisition, just destroy it and i teach how to build a high tech startup at usc the large engineering school i noticed that so many people didn t understand the basics of what drives business so they were brilliant MBAs are brilliant engineers,
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It s not about that knowledge set.
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It s not about coding.
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All that can be hired.
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It s really about problem solving and looking at the world as a series of pieces.
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And the value chain in a business, not all links in the chain are equal.
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So just focus on the one where you can capture the most return for your investment and throw off all the rest and outsource all the rest.
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So where do we begin with this?
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Because it can be really tough.
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You know, of course, yes, we came up with these great ideas back in the day, and everybody else had some sort of similar idea.
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Oh, I thought of something like that.
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And we even see it in crappy infomercials.
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You know, the one where the girl goes, I thought of a mop that has a replaceable head that you throw away, and I called it the Swiffer.
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And now the Swiffer took it, and they re like, do you want to sue this person?
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Call this attorney.
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We ve all had these great ideas, but how do we manufacture them deliberately instead of just having them in the shower?
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So I ll give you a great example.
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There was a woman who got a sales job working in Florida.
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It s hot, it s sweaty, it s humid, and she was required to wear pantyhose.
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She wanted to wear sandals.
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Pantyhose looks stupid in sandals.
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She tried cutting up the toes.
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She finally perfected her little thing.
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She knows nothing about the pantyhose business.
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She went to talk to people.
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They all laughed at her.
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Somebody literally ripped up her card in her face.
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So her first step was she went to barnes and nobles she didn t have any money to her name she bought happens for dummies she wrote her own pattern and you know her sarah blakely spanks she s a billionaire.
2
SPEAKER_00
Okay obviously i m leaving out a whole bunch of steps but the first thing she had to believe that she could figure it out.
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She didn t take no for an answer.
2
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She refined her ideas and she surrounded herself and started to build a team.
2
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It is that simple process.
2
SPEAKER_00
And it doesn t have to be technology.
2
SPEAKER_00
It can be about, I want to open a restaurant.
2
SPEAKER_00
Everybody thinks, ooh, here s a great location, I have a good recipe.
2
SPEAKER_00
That has nothing to do with what makes a restaurant successful.
2
SPEAKER_00
You have to figure out where is value captured and where is value lost.
2
SPEAKER_00
If you were able to give people a place to get started, where would you begin?
2
SPEAKER_00
I would begin when you wake up, there are two things that you have to literally say to yourself and believe.
2
SPEAKER_00
One is that today can be better than yesterday, and two, I have the power to make it so.
2
SPEAKER_00
Now that sounds like tree-hugging bumper sticker talk.
2
SPEAKER_00
In reality, what you will find is it puts you in a positive frame of mind to see opportunities.
2
SPEAKER_00
You ll never hear a good idea from a person in a negative state of mind.
2
SPEAKER_00
They re just shutting down.
2
SPEAKER_00
So you re shutting down the greatest opportunity right in front of your nose and you won t see it.
2
SPEAKER_00
When you look at people that are successful, we talk about people that have used this, you know,
2
SPEAKER_00
Jim carrey was homeless writing a check to himself for ten million dollars and putting a date on it now has a date and time for him to get on the steps that s probably the place where you start the.
2
SPEAKER_00
Believe that you can.
2
SPEAKER_00
And that sounds like the most basic thing and yet most cultures have a fear of failure.
2
SPEAKER_00
And at the end of life, if you talk to senior citizens, they have more regrets for the things that they didn t try than the things that they tried and failed at.
2
SPEAKER_00
So that would be where to start.
2
SPEAKER_01
Is there a culture that doesn t have a fear of failure?
2
SPEAKER_01
I feel like I ve heard that a bunch, but almost every culture has a fear of failure.
2
SPEAKER_01
Is there any culture that s like, hey, failure is totally fine?
2
SPEAKER_00
So what is unique is
2
SPEAKER_00
Cultures that have no choice have the least concern.
2
SPEAKER_00
So you take a teeny little country where waves came from, Israel.
2
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Here was a country surrounded by everybody attacking them when nobody would sell them stuff or ship them stuff.
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So they had to figure it out.
2
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We have no water.
2
SPEAKER_00
Talk about a big problem.
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SPEAKER_00
It s not like we have a drought.
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SPEAKER_00
It s like our country has no water.
2
SPEAKER_00
What do you do?
2
SPEAKER_00
Okay.
2
SPEAKER_00
And what they ended up doing was they invented drip irrigation, which the whole world uses now, you know, desalinization.
2
SPEAKER_00
So
2
SPEAKER_00
The fear of failure was replaced by, if you don t find a way to do it, everything s over.
2
SPEAKER_00
So it s, you re back against the wall, you know, necessity.
2
SPEAKER_00
The Americans actually have the most accepting of failure.
2
SPEAKER_00
So you were talking, we were talking about traffic and what stopped you.
2
SPEAKER_00
Imagine it s 1970s, okay?
2
SPEAKER_00
And two guys have this idea straight out of high school.
2
SPEAKER_00
What if you hook up computers to traffic lights to synchronize traffic and reduce traffic?
2
SPEAKER_00
Genius idea.
2
SPEAKER_00
Would you agree, Jordan?
2
SPEAKER_00
Of course.
2
SPEAKER_00
Well, the company was called Trapco Data, and it went bankrupt because no city planner knew what a computer was.
2
SPEAKER_00
And Bill Gates and Paul Allen then started their second company, which is called Microsoft.
2
SPEAKER_00
This is a country where we will give money to people that failed on their first business or the second business.
2
SPEAKER_00
Henry Ford had three bankruptcies.
2
SPEAKER_00
Okay.
2
SPEAKER_00
Walt Disney had several.
2
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The whole point is we embrace it because when you look at I love Lucy or you look at Homer Simpson, the plot line is here s a get rich quick scheme.
2
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He tries it, it falls apart.
2
SPEAKER_00
And here s the key part in our culture and life goes on.
2
SPEAKER_00
And so we no longer lead the world in scientists, in math, in engineering, or education, but we do lead the world in entrepreneurs because we re more accepting of risk than almost any culture on earth.
2
SPEAKER_01
That leaves a lot of opportunity for people who are hearing this, but I also feel like it adds limitations to people outside of America who might go, well, you know, I don t live in America, so.
2
SPEAKER_00
Yeah, so the challenge, and I lecture all over the world, is access to risk capital.
2
SPEAKER_00
VCs in this country have now doubled this year, the amount of capital putting out there.
2
SPEAKER_00
But crowdfunding is now outpacing venture capital.
2
SPEAKER_00
So the idea that you have an idea that you can get other people behind it, that you can share it, you can put it on a platform, and you can see that you have a built-in customer base before you actually have any capital.
2
SPEAKER_00
And we see this with great products every single day.
2
SPEAKER_00
I saw one with a new innovation of somebody wanted to rethink what the carry-on suitcase was.
2
SPEAKER_00
And you re like,
2
SPEAKER_00
Who really cares what could you really do and you watch this thing and it s funded a hundred and twenty five thousand dollars in five days you go wow i have to have that suitcase they solve the bunch of problems that none of us thought about because we just assume that s the way the world is.
2
SPEAKER_01
You mentioned earlier about trying to kill your ideas.
2
SPEAKER_01
Tell us again why that s important.
2
SPEAKER_01
I m not sure we dove into that and explored that because it sounds like a great way to demolish your level of confidence in the idea itself.
2
SPEAKER_00
So you have this foolproof idea, and I ll give you one that three guys had.
2
SPEAKER_00
It was called Tune In Hook Up.
2
SPEAKER_00
Right one broadband came along and said wait a second every dating site has a still picture if we put up a video you can hear their voice you can see their personality we re gonna own online dating we re gonna make a fortune right so you go and spend all your money and you build the thing and no one s using it and it fails ok.
2
SPEAKER_00
What they could have done is gone and talked to a bunch of people and learned and seen what and iterated without spending any money.
2
SPEAKER_00
Now, in the case of their business, they got lucky because they looked at the data.
2
SPEAKER_00
And even though nobody wanted to date these losers, everybody wanted to show the videos to a friend of theirs of how bad the dating seemed.
3
SPEAKER_00
was, and they saw that there was traffic of people wanting to see the videos, not date the people.
3
SPEAKER_00
So they changed the name from TuneInHookUp to YouTube and sold for a couple billion dollars in their first year in business.
3
SPEAKER_00
That s incredible.
3
SPEAKER_00
I had no idea that was the YouTube origin story.
3
SPEAKER_00
And virtually every business that I can share with you, it wasn t that somebody had this foolproof business plan, it got funded and it went.
3
SPEAKER_00
It is an iteration of exploring where no one has gone yet to discover what no one knows yet because your data will set you free your data doesn t lie your data doesn t have an opinion and now you can really scale so quickly.
3
SPEAKER_00
You got this idea and the first thing you have to do is not to go to friends and relatives that want to cheer you on and wish you well you know more entrepreneurs are killed by praise than anything else go to who that actual customer is.
3
SPEAKER_00
They re busy they have a life they re doing something else.
3
SPEAKER_00
And ask them what they use this product or why or why wouldn t they what s wrong with this go and start talking to people that are actual users.
3
SPEAKER_00
And you ll quickly discover in those conversations a whole bunch of things you re going to discover anyway but you can do it faster without spending the money and engineering or building the prototype or whatever your business might be.
3
SPEAKER_00
So that s where the zombie idea comes from.
3
SPEAKER_00
You keep on trying to kill it and when the undead, the thing that can t be killed, that s when you now have enough data of why it can t be killed that raising capital becomes very easy and you re now in business.
3
SPEAKER_01
I was gonna say it must help with your pitch because the initial ideas or
3
SPEAKER_01
criticisms that somebody might have you had already thought of at that point by asking every critic that you can find and giving it a beating yourself at that point?
3
SPEAKER_00
A hundred percent because people want to know that you ve done your homework.
3
SPEAKER_00
People want to know that you know something.
3
SPEAKER_00
Most ideas sound on the first flush, hey this sounds great or otherwise you wouldn t have the meaning.
3
SPEAKER_00
But if they can suddenly in five minutes ask a question that you don t have an answer to, that makes them go, huh, how does he not think of this?
3
SPEAKER_00
It doesn t matter if you solve it later, you look like a moron.
3
SPEAKER_01
Is this the process that you go through with your own ideas as well?
3
SPEAKER_01
I mean, you ve raised
3
SPEAKER_01
Hundreds of millions.
3
SPEAKER_00
Hundreds of millions, absolutely.
3
SPEAKER_00
I am the dumbest person who fails more than anybody else.
3
SPEAKER_00
I just keep on going to bat more often.
3
SPEAKER_00
So you go out and you really do it.
3
SPEAKER_00
And I m also a person that
3
SPEAKER_00
Billion dollar ideas have come to me that I looked at and go, nah, I don t say it.
3
SPEAKER_00
So no one s ever completely right.
3
SPEAKER_00
But the more input you can have from actual users, and that s what s so great about crowdfunding.
3
SPEAKER_00
Nowadays, if you come up with this idea, like the suitcase, that s the big thing this week, or this camera that I can t wait to own, that s actually 16 digital cameras in the size of an iPhone.
3
SPEAKER_00
So you don t have to carry a bunch of lenses on a safari or a sports photographer.
3
SPEAKER_00
You can go out and say, here s what we want to build.
3
SPEAKER_00
We haven t told you, we haven t done it.
3
SPEAKER_00
Would anybody buy this at this price?
3
SPEAKER_00
And suddenly you have 1,000 customers that paid you in advance.
3
SPEAKER_00
You own 100% of your company.
3
SPEAKER_00
So when you look at Oculus Rift, that virtual reality, crowdfunding funded this.
3
SPEAKER_00
The guy then owns 100% of the company.
3
SPEAKER_00
And before he even ships, he sells for over $1 billion.
3
SPEAKER_00
Not bad.
3
SPEAKER_00
Not bad at all.
3
SPEAKER_00
But doesn t that make you say, why me, why not me?
3
SPEAKER_01
I mean, for me, I love what I do, and I might be one of the wrong people to ask about this, because I often think, would I do something else?
3
SPEAKER_01
Because I have a lot of friends who do a lot, they make tons of ridiculous amounts of money with their tech ideas.
3
SPEAKER_01
I live in Silicon Valley, so I m around this constantly.
3
SPEAKER_01
And some ideas I get really excited about and I thought, wow, it would be cool to work there, but I also see their lifestyle and I m not sure I want it.
3
SPEAKER_01
But I think a lot of the people that write in to us would trade in a second even for a job at a place like Uber, which is well-known as kind of a sweatshop-y type place to work right now just because…
3
SPEAKER_01
it gives them a sense of purpose that they don t have working in corporate for forever 21 or whatever they re working for now.
3
SPEAKER_00
So the first third of the book is about finding your purpose and discovering who you really are.
3
SPEAKER_00
And that s taking off those limitations that s really
3
SPEAKER_00
Getting out of your comfort zone and that same process that let you then discover you allow should look at business differently and if you re not motivated by business how to do the same thing to change the world so i ll give you a great example in my life of crazy big idea you know never gonna happen.
3
SPEAKER_00
this is jay before anybody jay twenty employees i have a little software company but the web came out and i really believe that the internet would provide equal access to knowledge if we could get in every classroom in america, i started speaking about writing about it talking about it and one day you re sitting in your office and you get a call from a guy doing a really bad impersonation of president clinton,
3
SPEAKER_00
And you embarrass yourself because you make the most powerful man in the world prove to you that he s actually the president of the united states calling you like what is the president calling me i m just a guy sitting in los angeles and make a long story short.
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SPEAKER_00
They love the idea the president vice president don t make it happen one catch there s no funding to make this happen there s no taxpayer money within eighteen months every classroom in the u.s.
3
SPEAKER_00
was wired.
3
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Everybody had access to the internet.
3
SPEAKER_00
And not one taxpayer dollar was used.
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SPEAKER_00
That s what comes out of a big idea.
3
SPEAKER_00
It attracts big doers, big thinkers, and the world changes.
3
SPEAKER_00
This is a real thing that happened to you how many years ago, the 90s?
3
SPEAKER_00
Yeah, late 90s.
3
SPEAKER_00
Okay.
3
SPEAKER_00
And you talk at conferences, you write in trade publications, you start socializing that the power of the internet to take what used to be known as Brown versus School of Education, separate but equal, to make it completely equal.
3
SPEAKER_00
Everybody could have access to the same maps.
3
SPEAKER_00
I mean, everything that s obvious today because now we think everybody has a computer.
3
SPEAKER_00
But then it was pretty far out thinking pretty crazy pretty how you gonna do it.
3
SPEAKER_00
And when i got invited to the white house and they said go make this happen you suddenly feel very empowered and you don t wanna let down the president let down your country you call everybody that you know you expand the circle and i ll tell you some of the things that came out of it.
3
SPEAKER_00
How are we gonna raise the money well.
3
SPEAKER_00
You used to go to charity dinners where they d auction off something.
3
SPEAKER_00
Why don t we get a bunch of stuff donated and auction it on the internet?
3
SPEAKER_00
We ll call it a net-a-thon.
3
SPEAKER_00
It was the first time an auction had ever been done on the internet.
3
SPEAKER_00
We hired a kid named Pierre.
3
SPEAKER_00
He wrote the auction software.
3
SPEAKER_00
You know that auction software today as eBay, okay?
3
SPEAKER_00
The people that volunteered
3
SPEAKER_00
are now people that you know very well.
3
SPEAKER_00
And my favorite story out of this was we did a press event where the president s pulling the Cat5 wire through a school wearing a hard hat and the White House photographer takes pictures.
3
SPEAKER_00
And as a thank you, I get from the vice president a signed autographed picture, you know, thanking me that will be on my wall forever in my office.
3
SPEAKER_00
But it s got another guy in it.
3
SPEAKER_00
It s not just a two-shot.
3
SPEAKER_00
And I m like, really?
3
SPEAKER_00
Wow, that kind of bums me.
3
SPEAKER_00
I wish it was just the two of us.
3
SPEAKER_00
I would feel bored.
3
SPEAKER_00
I don t even know who this guy is.
3
SPEAKER_00
He s an out-of-work guy who volunteered.
3
SPEAKER_00
And then five or six years later, people were in my office and go, oh, you re friends with Eric Schmidt?
3
SPEAKER_00
Pre-Google.
3
SPEAKER_00
So big ideas attract big minds.
3
SPEAKER_01
That s interesting.
3
SPEAKER_01
So you were hanging out, volunteering, and Eric Schmidt happened to be there, but he was such a nobody, you didn t even pay attention.
3
SPEAKER_01
You just thought he was photobombing you.
3
SPEAKER_00
Yeah, he worked for Nobel, and he believed in the power of the internet.
3
SPEAKER_00
Incredible.
3
SPEAKER_01
Alright, back to Jay Samet.
3
SPEAKER_01
Now, if we re not entrepreneurs, we re not even necessarily idea people, and we re not interested in that, can we disrupt at work?
3
SPEAKER_01
Is there a value to disruption in the workplace?
3
SPEAKER_00
So, if you believe that your industry is never going to change, so, it s a fallacy.
3
SPEAKER_00
So, whether by choice or circumstance, everyone s career, everyone s life gets disrupted.
3
SPEAKER_00
So you really have to say, well, this company, and you hear this all the time, God, this company is so stupid.
3
SPEAKER_00
Why aren t they doing this?
3
SPEAKER_00
The great ideas are in the company, and yet everybody s too afraid to bring them up to go above their boss to do what they want for fear of losing their job.
3
SPEAKER_00
You know, the classic example, the digital camera was invented by Kodak in 1975, and they stifled and tried to kill it because it didn t have the profit margins of film.
3
SPEAKER_00
Well, where is Kodak today?
3
SPEAKER_00
So the point is, unless you speak and try to change your workplace,
3
SPEAKER_00
Most likely your company will go the way of Kodak.
3
SPEAKER_00
So what are you really risking?
3
SPEAKER_00
What you re risking is a life of fulfillment of actually doing something that you enjoy and having more fun in the job that you re giving up your life day by day to do.
3
SPEAKER_01
A lot of folks ask, hey Jordan, look, you ve persevered through a lot of failure, you ve done a lot of things, you used to be a lawyer, and now you have this art of charm idea.
3
SPEAKER_01
How do I know if my business that I m in now is not doing so well, if I should keep going, or if I should quit?
3
SPEAKER_01
And I don t have a good answer to this, because I fell into what I m doing now, essentially.
3
SPEAKER_01
But I don t think anybody s really had a good answer to when to know when to quit.
3
SPEAKER_01
Because there s so much,
4
SPEAKER_01
so much, especially in America, and especially in the personal growth entrepreneurship community about, you know, you gotta fail, and it s okay, and you just keep going, and you never let anybody tell you to stop, but at some point, you might be banging your head against the wall, and it s time to move on.
4
SPEAKER_01
How do we know when that time is?
4
SPEAKER_00
So for most businesses nowadays, you re going to have some source of data, you re advertising on Facebook, you re doing something on mobile, whatever your business is, look at the data, and data doesn t lie.
4
SPEAKER_00
And it s cold, and it s heartless.
4
SPEAKER_00
And it ll tell you, you know, where where you are, and it ll help you make that decision.
4
SPEAKER_00
But
4
SPEAKER_00
It s not a binary decision it s not a i have to throw in the towel it may be as we talked about with the youtube example.
4
SPEAKER_00
Maybe there s some girl in that data that you didn t understand that you didn t see that has another use another likelihood.
4
SPEAKER_00
There s a huge push during world war two.
4
SPEAKER_00
the japanese had all south east asia we couldn t get any rubber for the war effort you needed for tires you need a permission needed for that all our greatest scientists are trying to make synthetic rubber and g e invented something with the same viscosity everything but it wouldn t hold its shape, it s the end of the war they spend millions tens of millions of dollars and all that i have is the stuff that won t hold its shape.
4
SPEAKER_00
But one of the guys that saw it saw that nobody wanted to put it down.
4
SPEAKER_00
There was something fun about holding it.
4
SPEAKER_00
So I hired college kids on a weekend, put them in plastic eggs, went to Toy Fair and named it Silly Putty.
4
SPEAKER_00
He sold 300 million eggs of a failed war effort.
4
SPEAKER_00
So look at the data.
4
SPEAKER_00
Look at what insight you ve learned from your journey.
4
SPEAKER_00
So even if what you were trying fails, you ve learned something.
4
SPEAKER_00
that will make you more successful, I guarantee it.
4
SPEAKER_01
is there a critical time or a critical mass of data that we can look at and say, look, this is not going to be Waze 2.0, but it s a really good way to track where your kids are, or whatever.
4
SPEAKER_00
Or who else could use it, or look at changing, so the big thing, let s talk about everybody that creates apps, because I created an app that 100 million people use, and it s the number one app with teens in the world, but 99% of apps lose money.
4
SPEAKER_00
Look at the app,
4
SPEAKER_00
and say okay if i don t have a way to do customer acquisition if i can t rise above the clutter is very hard and very expensive is there somebody else who would buy this off me is there a different use of it would this be a great giveaway for buy a pair of shoes get this get up.
4
SPEAKER_00
a Big Mac get this free?
4
SPEAKER_00
Is there somebody who doesn t have the idea or the willpower to go that far, but has a budget that would use it as just a gift with purchase?
4
SPEAKER_00
So there s always another way to look at how to monetize, and it may not be the billions of dollars you dreamt of, but it ll have some value of somebody else in an adjacent field that could benefit from it.
4
SPEAKER_01
And how do we find that?
4
SPEAKER_00
You find it by seeing who else has a problem and who else I call this.
4
SPEAKER_00
And I have a whole chapter in there called OPM, other people s money.
4
SPEAKER_00
And I ll give you a concrete example from my life.
4
SPEAKER_00
Okay.
4
SPEAKER_00
Sony owned the Walkman.
4
SPEAKER_00
Sony ruled retail had 14,000 locations.
4
SPEAKER_00
Along comes the iPod.
4
SPEAKER_00
They re toast.
4
SPEAKER_00
Sony s late to the game.
4
SPEAKER_00
How do you get the word out and compete with iTunes?
4
SPEAKER_00
Okay.
4
SPEAKER_00
They were the game.
4
SPEAKER_00
So I said, yes, I m a big company, but I don t have the budget to go after Apple the way Steve was spending.
4
SPEAKER_00
Who has a problem that I can solve or solve for the other guy?
4
SPEAKER_00
And I came up with two things that were in the papers and in the news that have problems.
4
SPEAKER_00
United Airlines wanted to come out of bankruptcy, and Spurlock had a movie called Super Size Me that was killing McDonald s top line.
4
SPEAKER_00
What does that have to do with the digital download music store you re saying?
4
SPEAKER_00
nothing how do you connect the dots well buy a big mac get a free track.
4
SPEAKER_00
That would be mcdonald spend sixty million dollars on tv commercials and the only way to get that free track is to come to my store so they would drive millions of people to my store.
4
SPEAKER_00
And united a bigger stretch has tons of people not flying it because it was in bankruptcy but they have enough frequent flyer miles to nine round trips to pluto.
4
SPEAKER_00
allow you to use your frequent flyer miles to buy popular music, and have every flight on United, we did a concert in the sky with Sheryl Crow, and have that concert play on every flight for a month.
4
SPEAKER_00
20 million customers came to my store in the first week.
4
SPEAKER_00
Cost of doing those two things, $0.00.
4
SPEAKER_01
That s insanity.
4
SPEAKER_01
By the way, what business is that?
4
SPEAKER_01
Are you allowed to say?
4
SPEAKER_01
Yeah, it was called Sony Connect.
4
SPEAKER_01
Sony Connect, okay.
4
SPEAKER_01
Because I ve never even heard of that, but that means nothing because it sounds like something that would be used on a PC, right?
4
SPEAKER_01
It was something that was used for a brief period of time.
4
SPEAKER_01
Interesting, so it s basically looking at the problem or looking at what you have in a different way.
4
SPEAKER_01
It s looking for your own silly putty.
4
SPEAKER_01
It s, yo, I m gonna steal that line.
4
SPEAKER_00
Go ahead.
4
SPEAKER_00
That should have been the name of the book, Looking for Your Own Silly Putty.
4
SPEAKER_00
No, what it really is is here s the fundamental mistake that people make in business, and I used to make this for my entire 20s and 30s.
4
SPEAKER_00
I d walk in totally prepared to an IBM and Intel and anybody.
4
SPEAKER_00
I ve got the solution that ll make your company money, do all these things for your company, company, company.
4
SPEAKER_00
No one cares.
4
SPEAKER_00
You just have to solve for the human being across the desk.
4
SPEAKER_00
What will get them their promotion?
4
SPEAKER_00
What will make their life easier?
4
SPEAKER_00
Everything in business is about solving for the other person.
4
SPEAKER_00
If you can solve for them, it solves for you.
4
SPEAKER_00
No one was knocking on McDonald s CMO s door saying, I can save you.
4
SPEAKER_00
No one was.
4
SPEAKER_00
His only tools were spend more money on advertising.
4
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So you may have an idea that the biggest company in the world has the resources to bring to market, but doesn t have the idea.
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And guess what?
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The beauty with OPM is they don t want a piece of your company.
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They don t want you to pay back that money.
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And in the McDonald s example, once we proved that it worked with McDonald s, I turned to, and I ll give the shout out to a great guy that worked for me named Jeff Campbell.
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I turned him loose to do what I call rinse and repeat.
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If it works for McDonald s, I want a list of 100 companies that this works for.
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Make it happen.
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Buy big pens, get a free download.
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Buy tampons, get a free download.
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I kid you not, I did all those.
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And next thing you know, you have tons of companies.
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Get a free album when you buy $25 at American Eagle.
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you suddenly have everybody spending their ad budget to drive people to your store.
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Brilliant, right, because it s a rewards-based program that you re just letting them come along for the ride.
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So you just made a dog walking app and no one wants to pay for it.
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Maybe Alpo wants to give it away or Iams wants to give it away, so now it s on every can or every bag and now every dog owner knows about it.
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So there s always a different way to look at it.
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That s great, so we re looking at monetizing.
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You have to keep yourself open to that, though, because I feel like it s really easy to get blinded by, no, no, this is rubber for Jeep tires, this isn t a toy for kids, and that would have put the nail in the coffin, but instead you have a multi-million dollar toy.
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But the bigger thing is people get locked into not thinking of other possible business models.
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So here s the simplest one, and this is also in disrupt you, and the guy should be like, have a statue, this was so obvious and so genius.
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It s what I call a fly slapper, when you go, damn, why didn t I think of that?
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Magazines have a subscription, your subscription runs out at the end of the year and they email you and snail mail you and bombard you and certain number of people subscribe and certain don t.
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That was the business model, right?
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The guy sat there and said, why not think of a magazine the same way as HBO or the phone bill or utility, that it s just an endless, every month on your credit card you re getting charged, and you d have to proactively say, I no longer want to see people magazine.
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He went and invented this model and went out to magazine companies and made the arbitrage of what he could increase on his retentions and completely changed the entire industry with that simple thought.
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I love that.
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And it s always about keeping an eye on the different angle.
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And the way that we look for this is what problem does this solve for someone else, not necessarily your own issues?
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Yeah.
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And so disrupt you is is chalked up with thousands of details how to find the perfect job.
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I mean i ll give you my own life so i came out of college i followed society s contract i had the good grades and did everything right in the good test scores and boom it s a recession not only is nobody hiring me but everybody out there has ten or twenty years experience and i m like.
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I didn t sign up for this right what do i do.
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So i had this vision that i wanted a job in the entertainment industry but they never advertise those jobs somebody always has already how do you get the perfect job in the studio so i went in this is back before the internet i wrote the perfect job description
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and put it in variety, that I was hiring this mythical job.
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Why?
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To create two pieces of data.
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The first is i got a bunch of resumes of people that thought they were qualified for that job, which told me what type of place i should start at as my stepping stone to get that ultimate job because all these people believe that it worked.
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The second was i now had a list of companies that had employees with one foot out the door.
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So if i contacted the HR directors of those places with my resume, odds are some of these people will have already left and i ll get my first job.
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Is there anything that we haven t asked you yet that you want to make sure you deliver to the audience?
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Yeah, one thing that s important is I so respect people s time and generosity of listening to this, and you re giving me this forum, that I want to give everybody a gift.
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I have a 40-page workbook.
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It s a companion to disrupt you.
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If anybody goes to jsamet.com or at jsamet on Twitter and asks for it, I will email it to them for free, my gift.
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Yep, and we ll link that up in the show notes and everything as well.
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Thank you so much for coming on and thank you for your time.
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It s always great to pick the brain of somebody who thinks differently.
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I appreciate the opportunity, Jordan.
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Have a great one.
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Hope everyone enjoyed that, really interesting.
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I mean, it s funny to think about, Jason, you must have had, because you were in this tech space for so long, I feel like I ve had tons of these ideas, and either wasn t interested enough, or, like he said, like Jay said, just coming up with so many ridiculous obstacles, and not taking the time to poke holes in them, and figure out, oh, wait a minute, I could be the person that would make this work.
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I could assemble a team of people to do this if I d had the confidence and taken the time to really fully examine the idea.
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Yeah, I really like the zombie idea cultivation.
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That was really good.
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Just keep nailing away at your ideas until you come up with something that just can t be killed.
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Yeah, because you ask the toughest critics, the harshest feedback will come back and you take it, you internalize it, you figure out a way to sort of assuage that, and then by the time you re out pitching or you need to get capital
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even when you re recruiting people and they come up with those same criticism, you re like, yes, and also we thought of that and tried to solve it and here s what we ve come up with.
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And you ll be able to get such an alliance on your side.
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And then of course if it s really, there s just tons of things that can easily kill the idea and the answers are all unknowns, you either have a huge opportunity or you ve got an idea that s really risky, or both.
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Show feedback and guest suggestions, this show s a fanarchy, it s run by you.
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We rely on you to help keep our finger on the pulse, so if you know someone who s a good fit, let us know, guests at theartofcharm.com.
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And if you enjoyed this, don t forget to thank Jay on Twitter, we ll have that linked in the show notes as well as his book, Disrupting You, and the other resources mentioned on the show.
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You can tap the album art in most mobile podcast players to see the show notes right on your phone.
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I m also on Twitter, at The Art of Charm, posting a lot and interacting with you guys out there as well.
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Bootcamp details, bootcamp.theartofcharm.com.
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Remember, we re sold out a few months in advance, so if you re thinking about it, get in touch now, get some info, so you can plan ahead.
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Review us on iTunes, join the challenge, either by text or at theartofcharm.com slash challenge.
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Special thanks to the Jasons for their help in production of the Art of Charm podcast.
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Go ahead and tell your friends because the greatest compliment you can give us is a referral to someone else either in person or shared on the web.
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Now have a great week and leave everything and everyone better than you found them.
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Thanks for listening to the Art of Charm.
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Get more confidence, relationship skills, life hacks, and everything for the extraordinary man at theartofcharmpodcast.com.