October 24, 2025 • 29 mins
A quiet summer wasn’t a pause—it was a rebuild. We stepped back to rework our systems and curriculum because the online business landscape shifted faster in one year than it did in the last decade. If you’ve been wondering why your old tactics feel flat, why engagement is down, or why it seems harder to convert even warm audiences, you’ll find straight answers and a clear path forward here.
We break down three essential shifts. First, modern messaging and sales psychology: how to speak to the exact problem your ideal customer is living with, cut through a louder internet, and stop relying on feature lists or personal goals to make the sale. You’ll hear why “do more” is outdated advice, how specificity beats volume, and what it takes to resonate in a world dominated by Amazon convenience and TikTok attention spans. Second, beliefs that hold under pressure: moving past surface affirmations to root-cause coaching so you can dismantle fear of rejection, failure, or success and finally act consistently. Third, leadership that builds leaders: replacing hype and giveaways with real coaching, decision frameworks, and systems that help teams think, sell, and lead without you.
Along the way, we share honest stories from the field: why some leaders stalled when energy tactics stopped working, and how others revived entire downlines by upgrading messaging, doing real inner work, and raising leadership standards. If you’ve felt the “trickle up” of apathy, this conversation shows how to reverse it with clarity and conviction. The message is urgent but hopeful: adapt these skills now and you won’t just survive a tough economy—you’ll set yourself up to scale when tailwinds return.
If this resonated, subscribe, share it with a teammate who needs a wake-up call, and leave a review with the one shift you’re committing to this week. Your next level starts with what you change today.
If you would like to learn more about working with Josh, and the Legacy Leadership Coaching Certification, visit JoshCoats.com!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
What's up, my friends?
My name is Josh.
I am your push coach.
And after a little bit of apodcast, hiatus, I'm back.
So, really, really, really fireepisode coming at you today.
But wanted to take a second tojust explain uh why you haven't
heard from me on the podcast ina while.
So, one of the things that I'mreally, really big on, I preach
(00:23):
this all the time, is somethingI call the 80-20 rule, which
means you need to spend actuallylet me back up.
Most people, I should say, mostpeople spend 80% of their time
doing the things that only getthem 20% of their results.
And then they spend 20% of theirtime, this tiny little fraction,
doing the things that actuallyget them 80% of their results.
(00:44):
And so I try to focus veryheavily on what are the 20% of
things that get me my 80% ofresults.
And let's, and instead of justspending 20% of our time there,
let's spend 80% of our time.
And so what I really focus on ishoning in on what are the things
that move things forward thefastest.
(01:05):
And over the summer, we just hada as a lot of people did, had a
crazy busy summer.
Had a family vacation that wewent on.
Um, my son, who my my my myheart baby, who is about to turn
15, had a minor procedure in St.
Louis.
So we had to take a week and godo that.
And it was kind of one of thosesummers where we had a lot of
(01:25):
things going on, and I feel likeI was completely restructuring
my groups to essentially set myclients up for success.
And that's what this podcast isall about.
I'm actually gonna give you alive sneak peek into one of the
programs that I run talkingabout how the world has changed.
So many people are going througha hard time in business.
(01:49):
And so I just felt like I justneeded to take the summer and I
needed to revamp all of mygroups to catch my clients up on
all of the changes.
And so that's where all of myfocus and energy went this
summer was literally walking myclients through setting up new
systems, new messaging, um, allof the things that were going to
(02:11):
essentially catch them up sothat they don't fall behind.
Because I'm telling you rightnow, the internet online
business has changed more in thelast year than I've seen it
change in the last 10 years.
Okay.
And I've been fortunate enoughto be connected to people that
have been a part of the changesand I've been able to evolve and
(02:32):
change a lot of my own stuff.
And so I spent the summer justpouring into my clients, helping
them catch up.
And so today's podcast episodeis all about those changes, all
about those shifts and what youneed to do to make sure you do
not get left behind becausethere are a lot of people
closing their doors right now.
And if you don't make theseshifts, you could also get left
(02:53):
behind.
So this is a really specialepisode.
I hope that you take it toheart.
Um I come out fire blazing.
I think I explain um in thistraining that I just had like a
30-minute meditation session umin the pool, and I always come
out of that just like crazysupercharged.
Like it feels like I took 30shots of pre-workout.
(03:14):
So forgive me if it sounds alittle aggressive.
The whole point of this is justsimply to help you see what
shifts need to be made if youdon't want to get left behind.
Share this episode with yourteam, share it with someone else
that needs it.
Love you so much, and I hope youenjoy it.
Um, I've sent a couple emailsthe last couple of days.
Today's today's subject line waspretty in your face.
(03:38):
And the subject line wasbasically are you going to have
to close the doors on yourbusiness this year?
And I want to take a second andtalk about this, okay?
Because I work with a lot ofleaders in a lot of different
companies.
And there are a lot of peoplewho are on the freaking struggle
bus right now.
And if you're listening to thisand you're on the struggle bus
(04:00):
and you're looking around andgoing, like, what is going on?
Is the industry done?
Are we done?
Like, like, what is actuallyhappening?
I want to give some clarity tothat tonight on this call
because here's the problem.
This I'm just gonna give you myperspective.
Okay.
Feel free to take thisperspective with as many grains
of salt as you would like.
(04:22):
Feel free to consider thisthrough your own brain and your
own thoughts and your ownexperience because I'm just one
single human, but I do think Ihave a huge advantage in the
fact that I happen to work withtop leaders in lots of different
companies.
So my ears hear a lot of thingsfrom a lot of places.
(04:43):
And I just want to give you mypersonal perspective on this.
Okay.
I also talk to friends in myindustry who have lots of
clients and deal with people inother industries.
And the global thought right nowis that there are a lot of
people who are having to closedown doors and probably more
(05:04):
coming soon.
Okay.
And here's my perspective onthis.
Just my personal opinion that isgoing to keep happening until
people are finally willing tolearn and grow and evolve into
the new world that we are nowliving in.
(05:25):
Things have changed so muchsince the gold mine online rush
of 2020 and 2021.
And here's what I see happeningis people got so, and I really
don't mean I'm not trying tosound, I'm not trying to sound
in your face.
I'm really not, but if I'm beinghonest, I spent like the last 30
(05:48):
minutes doing pool meditations.
So I'm very fired up.
I got a like a lot of energyright now.
So if it sounds like I'm liketrying to punch people in the
face, please forgive me.
That's not what I'm trying todo.
Um, but a lot of people, and I'mtrying to say this gentle and
soft, got really, really spoiledin 2020 and 2021.
(06:12):
And on the other side of that,there's been like a decline that
we've seen over the last coupleof years, where I just keep
talking to person after personafter person who wants
everything to go back to how itwas, which by the way, is not
happening.
Uh spoiler alert, we're notgoing back.
(06:36):
We're going forward.
Time is always progressing andevolving.
We're never going back.
But we have a lot of people thathad it so easy and so simple in
2020 and 2021 that they haven'tactually taken the time to learn
anything new since then.
(06:58):
And they're still playing by therules of 2020 and can't figure
out why they're losing the gameso bad.
And so I'm kind of going on thislike all-out blitz for the next
couple of months to try to belike a freaking tornado siren.
So I live in Oklahoma.
Okay, we test the sirens everyWednesday at noon.
(07:19):
It always throws like everysingle Wednesday at noon, it
catches me off guard, and I haveto remember that it's just a
warning.
But the point of the tornadosiren is to let you know, like,
hey, there's danger coming.
And that doesn't mean you haveto be afraid.
It doesn't mean that everythingis about to fall apart.
What it means is you need tochange your behavior for the
next couple of hours.
(07:39):
You know, like you need to getto a safer place.
You need to relocate yourself.
And so I'm gonna try my best tobe a really loud in alignment
with my belief bridge, ofcourse, to be a really loud
tornado siren.
To be like, listen, businessdoesn't have to be over, but if
you don't relocate to a saferplace, it could be done.
(08:02):
And so I want to take just acouple of minutes and share what
this safer place is.
And the really good news isthere's three specific things
that if you don't relocate, I'musing the word relocate.
What I really mean is evolve,learn, adapt, change.
Okay, there's three specificareas of your business.
(08:24):
If you don't learn somethingdifferent, things are only going
to get worse for you.
And and please hear me.
This isn't supposed to be a feartactic.
This is supposed to be like Icare enough about you to say
some things to hopefully helpyou not have to lose your
business.
And instead, grow, like actuallygrow and come out of this thing.
(08:47):
Because here's something I willtell you.
If you can grow a businessduring a bad economy, oh man,
you are gonna just absolutelyblow up in the best way possible
when the economy recovers.
And it will when I don't know.
I'm not an economist, but likeit always has, right?
So at some point, is it thisyear?
(09:11):
I mean, it doesn't really looklike it, but but at some point
it will recover.
So if you can learn this now,you're gonna be golden.
Okay.
So here they are.
Number one, first thing you'regonna have to change.
You just have to, have to, haveto.
If you haven't, if you haven't,I don't want to make any
assumptions, but if you haven't,you are gonna have to really
(09:32):
buckle down and learn messaging.
And more specific than justmessaging, I call it sales
psychology.
And sales psychology is simplythis.
So psychology is a really fancyword for just saying how a human
brain will normally andnaturally react in certain
(09:55):
situations.
Okay, psychology is a fancy wordfor that.
But the reality is it's just astudy of how the brain naturally
responds.
So I'll give an example.
Someone came to me on a calltoday and said, Hey Josh, I've
got someone on my team and shehas a question.
And I hope if this person thathad that question is listening,
they're not embarrassed by this.
But she said, Someone on my teamwanted to make a post asking her
(10:20):
audience to help her get hernext rank advance.
Is there kind of like anon-salesy way to say that?
And I'll give you the shortversion of my answer.
There's not a non-salesy way tosay that.
There's just not.
Because when you are looking toyour audience to solve your
(10:42):
problem, we're on the wrong endof the spectrum right now.
It is not our audience's job tohelp us.
So the reality is that that'sthat's that's just like one
extreme example.
Okay.
But like this is kind of how Ipivoted it for her.
(11:03):
I said, How would you feel?
Like I just I want to know whatyour instant reaction is.
If I sent you an email and said,hey, I've got a really big sales
goal.
Could you guys all do me a favorand order one of my programs to
help me reach my goal?
I said, What would be your firstreaction?
And you know what she said tome?
(11:24):
She said, My first reactionwould be that your business is
really struggling because whywould you be asking for help
unless you were struggling,right?
So that's not a good position totake.
Okay.
Now, again, that's kind of adramatic, extreme thing, but the
reality is, in my opinion,especially in the network
(11:44):
marketing world, we haveovertaught showing up and
undertaught what it is we shouldactually be saying and doing
with that time.
And so for me personally, youknow, building a million-dollar
a year business, the only way toget to a million dollars a year,
(12:05):
by the way, is to get reallyfreaking good at messaging.
Okay.
Anyone who says otherwise, putthem in front of me and I'll
call them out on their fishright now.
Is it true that you also have tohave a great mindset?
Of course you do.
But a great mindset does not getyou to a million dollars.
A great mindset can get you to50,000, maybe even a hundred
(12:28):
thousand.
But if you want to scale from ahundred thousand to a million,
that is all messaging.
There is no amount of meditatingin the world that 10x's your
sales.
Just does that doesn't happen.
You've got to get good enough atmessaging to reach the masses.
And anytime you're reaching themasses, your messaging has to be
(12:48):
better because it's reachingpeople that have never heard of
you.
Okay.
So here's the biggest changethat I have seen specifically
with messaging.
Is five years ago, you couldjust be like, hey, who wants to
lose weight?
And people be like, ah, yeah,sure, I kind of want to lose
weight and I'm at home and I'mbored and I ain't got nothing to
do, and the government just sentme a check.
So sure, let's do it.
(13:10):
Now, the just the entireinternet is louder.
You have more competition thanksto Amazon and TikTok shop.
Okay, those things have thosethey've existed, but they just
keep getting bigger and biggerand more and more convenient,
right?
We have more competition thanever before.
That's not to scare you, butthat is to say, you know, like
(13:32):
let's take sports.
You guys know I love to usesports analogies.
In the 80s, if you were sevenfoot tall, you were 100%
starting on an NBA team.
If you were seven foot tall,that's just what it was.
In 2025, it doesn't matter ifyou're seven foot tall.
You better also be able to shootthree-pointers, which is insane
(13:54):
to me.
So, like, more people areplaying the game than ever
before globally, not just theUnited States, all over the
world.
So it's more competitive, andtherefore you have to have
better skills in order to winagainst that competition.
So, the more competitive thingsget, the more you need to hone
(14:16):
in on your skills.
Now, I want to be very carefulhow you take this.
I did not say you have to postmore.
I did not say you have tomessage more people.
I didn't say you have to domore, I said you have to do it
more effectively.
And that's one of the hugepivots that people have got to
(14:37):
learn because, again, going backto the old way, if you want to
get better results, just do morethings.
That is not the case anymore.
Doing more things the wrong wayis not gonna somehow make you
more money.
At some point, you gotta learnthe right way.
It's not about the product, it'snot about the ingredients.
Nobody gives a shish that youhave all natural ingredients.
(15:00):
I mean, don't get me wrong, likethat's a benefit, but nobody's
buying because of that.
You need to know who is yourperson, what is the thing that
they are struggling with andthinking on a day-to-day basis,
and we've got to get better athitting on their pain points
instead of just trying to provewhy the thing we have is better.
(15:22):
That makes sense?
Okay, second thing.
Number two, I am gonna talkabout this, even though I kind
of like poked fun at this asecond ago.
It is important, and that isyour beliefs.
Your beliefs really, really,really, really matter.
And just to be clear, I'm notjust talking about surface level
(15:44):
having more positiveaffirmations and looking in the
mirror and calling yourself arock star.
I'm talking about getting downto the root cause of those
beliefs, getting down to youractual triggers, okay?
Getting down to the root cause.
Um, as we like to say in my lifecoach certification, until you
(16:04):
make the unconscious conscious,it will rule your life and you
will call it fate.
When everything is going good,you don't have to work on your
beliefs quite as much.
You can just you can literallylook in the mirror and be like,
I'm a freaking rock star.
Because when everything is goingyour way, it doesn't take a like
you're not having to fight verymany battles.
(16:25):
You're just having fun playing.
When the economy is harder, um,I don't know about you guys, but
I've talked to a lot of peoplein the last couple of years that
not just financially life isharder, but just life in general
is harder.
The further we go, the busierlife becomes, the more
(16:46):
demanding.
I don't know if you guysremember this.
When I was a kid, you played asport for three months for a rec
league, and then you moved on tothe next sport, played for a rec
league.
And you know, we had these likestupid, crappy t-shirts that had
a number on it and said, like,Hayesville basketball.
Like, that's all it said.
Now, if you got kids who play asport, you are traveling all
(17:08):
over the world from the timethey're in like fourth grade.
It's like year-round, you gotlike$300 jerseys so that you
could look like freaking NBA.
Like, like, on one hand, thereare a lot of leaders who are
like, it's not harder, peoplejust have more excuses.
There's a there's a little truthto that, but there's also a lot
(17:28):
of things that are harder.
And so when we're going throughharder times, if we're not
willing to face the demons thatare holding us back, you're just
not gonna go very far.
So if you're going through hardtimes in your business, hard
times in your relationships,hard times in your health, any
(17:50):
one of those things, you'regonna have to work harder on
your beliefs.
If you have multiple of thosethings, you're gonna have to
work a lot harder on yourbeliefs.
Okay.
And by working harder on yourbeliefs, again, I'm not talking
about just reading more books orjust listening to more podcasts.
I'm talking about digging deepand doing what we call true
coaching, which means you'reworking with someone that knows
(18:12):
how to ask the right questionsto get down to the bottom of
what is actually beneath thesurface.
Okay, you might say you're notvery motivated.
There's something underneaththat that's a deeper rooted,
right?
You might say you're strugglingto make posts, there's a lot of
beliefs beneath that.
Is it a fear of rejection?
(18:32):
Is it a fear of failure?
Is it a fear of success?
All of these different thingsget triggered in different ways.
So if we don't know how to digdeeper and get to that root
cause, we're just gonna berunning around listening to
podcasts all day.
Uh as I like to say, or we'regonna be putting band-aids on
broken bones and wondering whynothing is getting fixed.
(18:54):
Okay, third thing.
Ready for the third thing?
Third thing is knowing how toraise up leaders instead of
followers.
The old way is let's go live 32times a day and let's give pep
talks and let's hype everybodyup and let's get everybody
(19:17):
excited and let's give away freet-shirts, and I mean, like any,
you just like anything andeverything that just created
hype.
It was like everyone would justjump in with you and run off a
cliff if that's what you saidwas gonna get somebody a free
t-shirt.
Nobody gives a fuck anymore.
Because of some of the stuffthat I just talked about with
(19:38):
beliefs.
I really, really feel I'm gonnacan I take a second to talk to
leaders.
I've never been, please hear myheart behind this.
I I again, I don't, I'm nottrying to punch people in the
face.
I've never been moredisappointed in the reactions
(20:00):
that I've seen.
Not from everyone, becausethere's a lot of really great
people rising up, but I also seea lot of leaders who because
going live 32 times a daydoesn't work anymore, they've
just pieced out on their wholedownline.
They've just said, well, ifpeople aren't gonna show up,
then I'm not gonna show upeither.
(20:21):
That kind of sounds like theopposite of a leader.
Leaders are not influenced bythe followers.
It's supposed to be the otherway around.
And what I've seen is what Iwould call like a triple a
trickle up effect.
So used to is a trickle-downeffect.
(20:41):
You have a bunch of leadersrunning really high vibes, doing
really big things, and thatenergy is trickling down to
their team.
But what I've seen in the lastcouple of years is a trickle up
effect where um people at lowerranks are backing off, quitting,
(21:04):
changing companies, have moreexcuses, are struggling more.
And the leaders, instead ofrising up to the challenge, are
going, Oh, nobody wants to dothis anymore.
Nobody's motivated anymore.
Why even try?
And that just takes the problemwe were already dealing with and
(21:27):
makes it ten times worse.
When leaders stop stepping up,what do you think happens to
everybody following them?
If everybody else was alreadygonna struggle and then the
leader disappears, everythingjust collapses.
And that, in my opinion, isactually the number one reason
(21:49):
we're gonna see so many doorsgetting closed is because the
people who used to hold thespace and hold the energy, a lot
of them, not all of them, someof you are listening to this and
you're out there hustling andlearning and growing and
working, but a lot of themstopped growing, stopped
(22:10):
evolving, stopped adapting, andare standing up on a mountaintop
looking down on everybody elsefor having excuses instead of
asking, What do I do?
Like, what other skills do Ineed?
My life coach certification, I'mgonna like I I I'm gonna have a
(22:30):
little humble brag for a second.
Okay, every single six-figureleader that has joined my life
coach certification at the endof three months has straight up
said, Josh, if I would havelearned this skill at the
beginning, I would have helpedway more people and I would have
(22:51):
lost way less people.
But you know what's crazy?
My life coach certification isone of the hardest things in the
world to sell to top leadersbecause they're so resistant of
learning a new way to lead.
(23:13):
And I see so many people thatare just like staring at the
problem, complaining about theproblem, and then aren't willing
to learn the new skill sets ittakes to solve the problem.
And I and I've I've always saidI'm very, very blessed, like so
freaking blessed, that my firstmentor was John Maxwell.
(23:38):
And life coaching was one of thevery first things he taught me,
and then I built a business ontop of that foundation.
Most of you that you you some ofyou just now hearing about life
coaching, like for the firsttime, you didn't even know what
the hell it is.
I understand, I get it.
Okay.
But at some point we have tounderstand that if what we're
(24:00):
doing isn't working, I need tolearn something new.
And if you're not willing tolearn something new, please,
please, please stop complainingabout your downline not being
willing to learn something new.
Please stop complaining aboutother people not being willing
(24:21):
to do what it takes while youare also not doing what it
takes.
And please, I realize again, II'm so full of energy because I
just had like a 30-minutemeditation session in the pool.
So please forgive me if any ofthis comes across in any type of
judgmental or shameful way.
I don't mean it that way.
(24:43):
I am just so fired up aboutsounding an alarm and being like
one of my tattoos, as most ofyou know, is this light bulb.
Uh, but at one of our life coachcertifications, I got this
tattoo of the lighthouse.
And a lighthouse is somethingthat stands in the middle of all
(25:06):
the darkness, out in the middleof nowhere, where there's waves
and rocks, and it is literally asign of hope, but also a warning
that, like, hey, if you're notpaying attention, you're about
to run into some rocks.
So it is both a sign of lightand hope, while also a little
(25:27):
bit of a warning.
And so I again I apologize if myenergy is coming across as
aggressive.
I I don't mean it that way.
I am just so fired up by mypurpose and mission to help you
to learn the things you need tolearn, to do the things you need
(25:48):
to do to get your business goingwhere you want it to go.
My business is called LegacyLeadership LLC because I want
more than anything in the worldto help you build and live and
leave the legacy that matters toyou and your family.
(26:09):
And I just my heart breaks.
My heart is breaking for peoplewho are struggling.
And I just want more thananything in the world to help
you make the change you need tomake to get going in the
direction you need to go.
I've been very, very, veryblessed to work really, really
closely with a huge downline ina company called New Skin.
(26:33):
And I work with lots ofcompanies, and you're all great,
and you're all wonderful.
I love all of you, and I loveall of your companies.
But um the reason I bring up NewSkin is because I spoke at a
retreat, had like 40 people jointhe program, and then they went
and told their upline about it.
And their upline then broughtlike another 50 people in, and
(26:55):
we've got I think like sevendifferent, maybe eight different
six-figure earners within onedownline all working together
with their teams with me.
And we are, and I'm not sayingthis to toot my horn, that's not
what it's about, but we arewatching their entire downline
(27:17):
be completely revived.
People that three months agowere just literally ready to
quit are so full of life, are sofull of energy.
They feel like they have clarityabout exactly what they need to
be doing.
And I just, it makes me sofreaking happy to see people who
were like on the verge ofquitting now, boom, just flying.
(27:42):
Leaders who were like, I don'teven know what to tell my team
or what to do, who are now like,boom, we're running and we're
doing this thing together.
So if you're someone, obviously,if you're listening to this, if
you're hanging out with me live,you're already in one of my
programs.
Obviously, as I've mentionedseveral times here, the life
coach certification is where wetake the beliefs and the
(28:02):
leadership to a whole notherlevel.
Okay.
If you're listening to thisbecause I texted it to you or
emailed it to you or sent it toyou privately, and you're ready
to start making those shifts andstart making those changes, I
got really good news.
One of my main programs that I'mteaching this lesson in is$45 a
(28:23):
month.
That's insane.
I'll be honest, this should notbe a$45 a month program.
It used to be a$2,000 program.
Okay, and we turned it into amembership because we're
expanding to so many newcompanies that just never even
heard of me.
And I wanted to give people uhan easy entryway into learning
(28:44):
the new way to grow theirbusiness.
So if you're interested ingetting that help, reach out,
let me know.
I love you.
I appreciate you.
Thank you so much for listeningto me rant.
I hope that you got somethingout of it.
I'm gonna end this recordingbecause we're going into QA
session for my clients who arehere hanging out with me
tonight.
What's up, my friends?
My name is Josh.
I am your push coach.
And after a little bit of apodcast, hiatus, I'm back.
So, really, really, really fireepisode coming at you today.
But wanted to take a second tojust explain uh why you haven't
heard from me on the podcast ina while.
So, one of the things that I'mreally, really big on, I preach
(00:23):
this all the time, is somethingI call the 80-20 rule, which
means you need to spend actuallylet me back up.
Most people, I should say, mostpeople spend 80% of their time
doing the things that only getthem 20% of their results.
And then they spend 20% of theirtime, this tiny little fraction,
doing the things that actuallyget them 80% of their results.
(00:44):
And so I try to focus veryheavily on what are the 20% of
things that get me my 80% ofresults.
And let's, and instead of justspending 20% of our time there,
let's spend 80% of our time.
And so what I really focus on ishoning in on what are the things
that move things forward thefastest.
(01:05):
And over the summer, we just hada as a lot of people did, had a
crazy busy summer.
Had a family vacation that wewent on.
Um, my son, who my my my myheart baby, who is about to turn
15, had a minor procedure in St.
Louis.
So we had to take a week and godo that.
And it was kind of one of thosesummers where we had a lot of
(01:25):
things going on, and I feel likeI was completely restructuring
my groups to essentially set myclients up for success.
And that's what this podcast isall about.
I'm actually gonna give you alive sneak peek into one of the
programs that I run talkingabout how the world has changed.
So many people are going througha hard time in business.
(01:49):
And so I just felt like I justneeded to take the summer and I
needed to revamp all of mygroups to catch my clients up on
all of the changes.
And so that's where all of myfocus and energy went this
summer was literally walking myclients through setting up new
systems, new messaging, um, allof the things that were going to
(02:11):
essentially catch them up sothat they don't fall behind.
Because I'm telling you rightnow, the internet online
business has changed more in thelast year than I've seen it
change in the last 10 years.
Okay.
And I've been fortunate enoughto be connected to people that
have been a part of the changesand I've been able to evolve and
(02:32):
change a lot of my own stuff.
And so I spent the summer justpouring into my clients, helping
them catch up.
And so today's podcast episodeis all about those changes, all
about those shifts and what youneed to do to make sure you do
not get left behind becausethere are a lot of people
closing their doors right now.
And if you don't make theseshifts, you could also get left
(02:53):
behind.
So this is a really specialepisode.
I hope that you take it toheart.
Um I come out fire blazing.
I think I explain um in thistraining that I just had like a
30-minute meditation session umin the pool, and I always come
out of that just like crazysupercharged.
Like it feels like I took 30shots of pre-workout.
(03:14):
So forgive me if it sounds alittle aggressive.
The whole point of this is justsimply to help you see what
shifts need to be made if youdon't want to get left behind.
Share this episode with yourteam, share it with someone else
that needs it.
Love you so much, and I hope youenjoy it.
Um, I've sent a couple emailsthe last couple of days.
Today's today's subject line waspretty in your face.
(03:38):
And the subject line wasbasically are you going to have
to close the doors on yourbusiness this year?
And I want to take a second andtalk about this, okay?
Because I work with a lot ofleaders in a lot of different
companies.
And there are a lot of peoplewho are on the freaking struggle
bus right now.
And if you're listening to thisand you're on the struggle bus
(04:00):
and you're looking around andgoing, like, what is going on?
Is the industry done?
Are we done?
Like, like, what is actuallyhappening?
I want to give some clarity tothat tonight on this call
because here's the problem.
This I'm just gonna give you myperspective.
Okay.
Feel free to take thisperspective with as many grains
of salt as you would like.
(04:22):
Feel free to consider thisthrough your own brain and your
own thoughts and your ownexperience because I'm just one
single human, but I do think Ihave a huge advantage in the
fact that I happen to work withtop leaders in lots of different
companies.
So my ears hear a lot of thingsfrom a lot of places.
(04:43):
And I just want to give you mypersonal perspective on this.
Okay.
I also talk to friends in myindustry who have lots of
clients and deal with people inother industries.
And the global thought right nowis that there are a lot of
people who are having to closedown doors and probably more
(05:04):
coming soon.
Okay.
And here's my perspective onthis.
Just my personal opinion that isgoing to keep happening until
people are finally willing tolearn and grow and evolve into
the new world that we are nowliving in.
(05:25):
Things have changed so muchsince the gold mine online rush
of 2020 and 2021.
And here's what I see happeningis people got so, and I really
don't mean I'm not trying tosound, I'm not trying to sound
in your face.
I'm really not, but if I'm beinghonest, I spent like the last 30
(05:48):
minutes doing pool meditations.
So I'm very fired up.
I got a like a lot of energyright now.
So if it sounds like I'm liketrying to punch people in the
face, please forgive me.
That's not what I'm trying todo.
Um, but a lot of people, and I'mtrying to say this gentle and
soft, got really, really spoiledin 2020 and 2021.
(06:12):
And on the other side of that,there's been like a decline that
we've seen over the last coupleof years, where I just keep
talking to person after personafter person who wants
everything to go back to how itwas, which by the way, is not
happening.
Uh spoiler alert, we're notgoing back.
(06:36):
We're going forward.
Time is always progressing andevolving.
We're never going back.
But we have a lot of people thathad it so easy and so simple in
2020 and 2021 that they haven'tactually taken the time to learn
anything new since then.
(06:58):
And they're still playing by therules of 2020 and can't figure
out why they're losing the gameso bad.
And so I'm kind of going on thislike all-out blitz for the next
couple of months to try to belike a freaking tornado siren.
So I live in Oklahoma.
Okay, we test the sirens everyWednesday at noon.
(07:19):
It always throws like everysingle Wednesday at noon, it
catches me off guard, and I haveto remember that it's just a
warning.
But the point of the tornadosiren is to let you know, like,
hey, there's danger coming.
And that doesn't mean you haveto be afraid.
It doesn't mean that everythingis about to fall apart.
What it means is you need tochange your behavior for the
next couple of hours.
(07:39):
You know, like you need to getto a safer place.
You need to relocate yourself.
And so I'm gonna try my best tobe a really loud in alignment
with my belief bridge, ofcourse, to be a really loud
tornado siren.
To be like, listen, businessdoesn't have to be over, but if
you don't relocate to a saferplace, it could be done.
(08:02):
And so I want to take just acouple of minutes and share what
this safer place is.
And the really good news isthere's three specific things
that if you don't relocate, I'musing the word relocate.
What I really mean is evolve,learn, adapt, change.
Okay, there's three specificareas of your business.
(08:24):
If you don't learn somethingdifferent, things are only going
to get worse for you.
And and please hear me.
This isn't supposed to be a feartactic.
This is supposed to be like Icare enough about you to say
some things to hopefully helpyou not have to lose your
business.
And instead, grow, like actuallygrow and come out of this thing.
(08:47):
Because here's something I willtell you.
If you can grow a businessduring a bad economy, oh man,
you are gonna just absolutelyblow up in the best way possible
when the economy recovers.
And it will when I don't know.
I'm not an economist, but likeit always has, right?
So at some point, is it thisyear?
(09:11):
I mean, it doesn't really looklike it, but but at some point
it will recover.
So if you can learn this now,you're gonna be golden.
Okay.
So here they are.
Number one, first thing you'regonna have to change.
You just have to, have to, haveto.
If you haven't, if you haven't,I don't want to make any
assumptions, but if you haven't,you are gonna have to really
(09:32):
buckle down and learn messaging.
And more specific than justmessaging, I call it sales
psychology.
And sales psychology is simplythis.
So psychology is a really fancyword for just saying how a human
brain will normally andnaturally react in certain
(09:55):
situations.
Okay, psychology is a fancy wordfor that.
But the reality is it's just astudy of how the brain naturally
responds.
So I'll give an example.
Someone came to me on a calltoday and said, Hey Josh, I've
got someone on my team and shehas a question.
And I hope if this person thathad that question is listening,
they're not embarrassed by this.
But she said, Someone on my teamwanted to make a post asking her
(10:20):
audience to help her get hernext rank advance.
Is there kind of like anon-salesy way to say that?
And I'll give you the shortversion of my answer.
There's not a non-salesy way tosay that.
There's just not.
Because when you are looking toyour audience to solve your
(10:42):
problem, we're on the wrong endof the spectrum right now.
It is not our audience's job tohelp us.
So the reality is that that'sthat's that's just like one
extreme example.
Okay.
But like this is kind of how Ipivoted it for her.
(11:03):
I said, How would you feel?
Like I just I want to know whatyour instant reaction is.
If I sent you an email and said,hey, I've got a really big sales
goal.
Could you guys all do me a favorand order one of my programs to
help me reach my goal?
I said, What would be your firstreaction?
And you know what she said tome?
(11:24):
She said, My first reactionwould be that your business is
really struggling because whywould you be asking for help
unless you were struggling,right?
So that's not a good position totake.
Okay.
Now, again, that's kind of adramatic, extreme thing, but the
reality is, in my opinion,especially in the network
(11:44):
marketing world, we haveovertaught showing up and
undertaught what it is we shouldactually be saying and doing
with that time.
And so for me personally, youknow, building a million-dollar
a year business, the only way toget to a million dollars a year,
(12:05):
by the way, is to get reallyfreaking good at messaging.
Okay.
Anyone who says otherwise, putthem in front of me and I'll
call them out on their fishright now.
Is it true that you also have tohave a great mindset?
Of course you do.
But a great mindset does not getyou to a million dollars.
A great mindset can get you to50,000, maybe even a hundred
(12:28):
thousand.
But if you want to scale from ahundred thousand to a million,
that is all messaging.
There is no amount of meditatingin the world that 10x's your
sales.
Just does that doesn't happen.
You've got to get good enough atmessaging to reach the masses.
And anytime you're reaching themasses, your messaging has to be
(12:48):
better because it's reachingpeople that have never heard of
you.
Okay.
So here's the biggest changethat I have seen specifically
with messaging.
Is five years ago, you couldjust be like, hey, who wants to
lose weight?
And people be like, ah, yeah,sure, I kind of want to lose
weight and I'm at home and I'mbored and I ain't got nothing to
do, and the government just sentme a check.
So sure, let's do it.
(13:10):
Now, the just the entireinternet is louder.
You have more competition thanksto Amazon and TikTok shop.
Okay, those things have thosethey've existed, but they just
keep getting bigger and biggerand more and more convenient,
right?
We have more competition thanever before.
That's not to scare you, butthat is to say, you know, like
(13:32):
let's take sports.
You guys know I love to usesports analogies.
In the 80s, if you were sevenfoot tall, you were 100%
starting on an NBA team.
If you were seven foot tall,that's just what it was.
In 2025, it doesn't matter ifyou're seven foot tall.
You better also be able to shootthree-pointers, which is insane
(13:54):
to me.
So, like, more people areplaying the game than ever
before globally, not just theUnited States, all over the
world.
So it's more competitive, andtherefore you have to have
better skills in order to winagainst that competition.
So, the more competitive thingsget, the more you need to hone
(14:16):
in on your skills.
Now, I want to be very carefulhow you take this.
I did not say you have to postmore.
I did not say you have tomessage more people.
I didn't say you have to domore, I said you have to do it
more effectively.
And that's one of the hugepivots that people have got to
(14:37):
learn because, again, going backto the old way, if you want to
get better results, just do morethings.
That is not the case anymore.
Doing more things the wrong wayis not gonna somehow make you
more money.
At some point, you gotta learnthe right way.
It's not about the product, it'snot about the ingredients.
Nobody gives a shish that youhave all natural ingredients.
(15:00):
I mean, don't get me wrong, likethat's a benefit, but nobody's
buying because of that.
You need to know who is yourperson, what is the thing that
they are struggling with andthinking on a day-to-day basis,
and we've got to get better athitting on their pain points
instead of just trying to provewhy the thing we have is better.
(15:22):
That makes sense?
Okay, second thing.
Number two, I am gonna talkabout this, even though I kind
of like poked fun at this asecond ago.
It is important, and that isyour beliefs.
Your beliefs really, really,really, really matter.
And just to be clear, I'm notjust talking about surface level
(15:44):
having more positiveaffirmations and looking in the
mirror and calling yourself arock star.
I'm talking about getting downto the root cause of those
beliefs, getting down to youractual triggers, okay?
Getting down to the root cause.
Um, as we like to say in my lifecoach certification, until you
(16:04):
make the unconscious conscious,it will rule your life and you
will call it fate.
When everything is going good,you don't have to work on your
beliefs quite as much.
You can just you can literallylook in the mirror and be like,
I'm a freaking rock star.
Because when everything is goingyour way, it doesn't take a like
you're not having to fight verymany battles.
(16:25):
You're just having fun playing.
When the economy is harder, um,I don't know about you guys, but
I've talked to a lot of peoplein the last couple of years that
not just financially life isharder, but just life in general
is harder.
The further we go, the busierlife becomes, the more
(16:46):
demanding.
I don't know if you guysremember this.
When I was a kid, you played asport for three months for a rec
league, and then you moved on tothe next sport, played for a rec
league.
And you know, we had these likestupid, crappy t-shirts that had
a number on it and said, like,Hayesville basketball.
Like, that's all it said.
Now, if you got kids who play asport, you are traveling all
(17:08):
over the world from the timethey're in like fourth grade.
It's like year-round, you gotlike$300 jerseys so that you
could look like freaking NBA.
Like, like, on one hand, thereare a lot of leaders who are
like, it's not harder, peoplejust have more excuses.
There's a there's a little truthto that, but there's also a lot
(17:28):
of things that are harder.
And so when we're going throughharder times, if we're not
willing to face the demons thatare holding us back, you're just
not gonna go very far.
So if you're going through hardtimes in your business, hard
times in your relationships,hard times in your health, any
(17:50):
one of those things, you'regonna have to work harder on
your beliefs.
If you have multiple of thosethings, you're gonna have to
work a lot harder on yourbeliefs.
Okay.
And by working harder on yourbeliefs, again, I'm not talking
about just reading more books orjust listening to more podcasts.
I'm talking about digging deepand doing what we call true
coaching, which means you'reworking with someone that knows
(18:12):
how to ask the right questionsto get down to the bottom of
what is actually beneath thesurface.
Okay, you might say you're notvery motivated.
There's something underneaththat that's a deeper rooted,
right?
You might say you're strugglingto make posts, there's a lot of
beliefs beneath that.
Is it a fear of rejection?
(18:32):
Is it a fear of failure?
Is it a fear of success?
All of these different thingsget triggered in different ways.
So if we don't know how to digdeeper and get to that root
cause, we're just gonna berunning around listening to
podcasts all day.
Uh as I like to say, or we'regonna be putting band-aids on
broken bones and wondering whynothing is getting fixed.
(18:54):
Okay, third thing.
Ready for the third thing?
Third thing is knowing how toraise up leaders instead of
followers.
The old way is let's go live 32times a day and let's give pep
talks and let's hype everybodyup and let's get everybody
(19:17):
excited and let's give away freet-shirts, and I mean, like any,
you just like anything andeverything that just created
hype.
It was like everyone would justjump in with you and run off a
cliff if that's what you saidwas gonna get somebody a free
t-shirt.
Nobody gives a fuck anymore.
Because of some of the stuffthat I just talked about with
(19:38):
beliefs.
I really, really feel I'm gonnacan I take a second to talk to
leaders.
I've never been, please hear myheart behind this.
I I again, I don't, I'm nottrying to punch people in the
face.
I've never been moredisappointed in the reactions
(20:00):
that I've seen.
Not from everyone, becausethere's a lot of really great
people rising up, but I also seea lot of leaders who because
going live 32 times a daydoesn't work anymore, they've
just pieced out on their wholedownline.
They've just said, well, ifpeople aren't gonna show up,
then I'm not gonna show upeither.
(20:21):
That kind of sounds like theopposite of a leader.
Leaders are not influenced bythe followers.
It's supposed to be the otherway around.
And what I've seen is what Iwould call like a triple a
trickle up effect.
So used to is a trickle-downeffect.
(20:41):
You have a bunch of leadersrunning really high vibes, doing
really big things, and thatenergy is trickling down to
their team.
But what I've seen in the lastcouple of years is a trickle up
effect where um people at lowerranks are backing off, quitting,
(21:04):
changing companies, have moreexcuses, are struggling more.
And the leaders, instead ofrising up to the challenge, are
going, Oh, nobody wants to dothis anymore.
Nobody's motivated anymore.
Why even try?
And that just takes the problemwe were already dealing with and
(21:27):
makes it ten times worse.
When leaders stop stepping up,what do you think happens to
everybody following them?
If everybody else was alreadygonna struggle and then the
leader disappears, everythingjust collapses.
And that, in my opinion, isactually the number one reason
(21:49):
we're gonna see so many doorsgetting closed is because the
people who used to hold thespace and hold the energy, a lot
of them, not all of them, someof you are listening to this and
you're out there hustling andlearning and growing and
working, but a lot of themstopped growing, stopped
(22:10):
evolving, stopped adapting, andare standing up on a mountaintop
looking down on everybody elsefor having excuses instead of
asking, What do I do?
Like, what other skills do Ineed?
My life coach certification, I'mgonna like I I I'm gonna have a
(22:30):
little humble brag for a second.
Okay, every single six-figureleader that has joined my life
coach certification at the endof three months has straight up
said, Josh, if I would havelearned this skill at the
beginning, I would have helpedway more people and I would have
(22:51):
lost way less people.
But you know what's crazy?
My life coach certification isone of the hardest things in the
world to sell to top leadersbecause they're so resistant of
learning a new way to lead.
(23:13):
And I see so many people thatare just like staring at the
problem, complaining about theproblem, and then aren't willing
to learn the new skill sets ittakes to solve the problem.
And I and I've I've always saidI'm very, very blessed, like so
freaking blessed, that my firstmentor was John Maxwell.
(23:38):
And life coaching was one of thevery first things he taught me,
and then I built a business ontop of that foundation.
Most of you that you you some ofyou just now hearing about life
coaching, like for the firsttime, you didn't even know what
the hell it is.
I understand, I get it.
Okay.
But at some point we have tounderstand that if what we're
(24:00):
doing isn't working, I need tolearn something new.
And if you're not willing tolearn something new, please,
please, please stop complainingabout your downline not being
willing to learn something new.
Please stop complaining aboutother people not being willing
(24:21):
to do what it takes while youare also not doing what it
takes.
And please, I realize again, II'm so full of energy because I
just had like a 30-minutemeditation session in the pool.
So please forgive me if any ofthis comes across in any type of
judgmental or shameful way.
I don't mean it that way.
(24:43):
I am just so fired up aboutsounding an alarm and being like
one of my tattoos, as most ofyou know, is this light bulb.
Uh, but at one of our life coachcertifications, I got this
tattoo of the lighthouse.
And a lighthouse is somethingthat stands in the middle of all
(25:06):
the darkness, out in the middleof nowhere, where there's waves
and rocks, and it is literally asign of hope, but also a warning
that, like, hey, if you're notpaying attention, you're about
to run into some rocks.
So it is both a sign of lightand hope, while also a little
(25:27):
bit of a warning.
And so I again I apologize if myenergy is coming across as
aggressive.
I I don't mean it that way.
I am just so fired up by mypurpose and mission to help you
to learn the things you need tolearn, to do the things you need
(25:48):
to do to get your business goingwhere you want it to go.
My business is called LegacyLeadership LLC because I want
more than anything in the worldto help you build and live and
leave the legacy that matters toyou and your family.
(26:09):
And I just my heart breaks.
My heart is breaking for peoplewho are struggling.
And I just want more thananything in the world to help
you make the change you need tomake to get going in the
direction you need to go.
I've been very, very, veryblessed to work really, really
closely with a huge downline ina company called New Skin.
(26:33):
And I work with lots ofcompanies, and you're all great,
and you're all wonderful.
I love all of you, and I loveall of your companies.
But um the reason I bring up NewSkin is because I spoke at a
retreat, had like 40 people jointhe program, and then they went
and told their upline about it.
And their upline then broughtlike another 50 people in, and
(26:55):
we've got I think like sevendifferent, maybe eight different
six-figure earners within onedownline all working together
with their teams with me.
And we are, and I'm not sayingthis to toot my horn, that's not
what it's about, but we arewatching their entire downline
(27:17):
be completely revived.
People that three months agowere just literally ready to
quit are so full of life, are sofull of energy.
They feel like they have clarityabout exactly what they need to
be doing.
And I just, it makes me sofreaking happy to see people who
were like on the verge ofquitting now, boom, just flying.
(27:42):
Leaders who were like, I don'teven know what to tell my team
or what to do, who are now like,boom, we're running and we're
doing this thing together.
So if you're someone, obviously,if you're listening to this, if
you're hanging out with me live,you're already in one of my
programs.
Obviously, as I've mentionedseveral times here, the life
coach certification is where wetake the beliefs and the
(28:02):
leadership to a whole notherlevel.
Okay.
If you're listening to thisbecause I texted it to you or
emailed it to you or sent it toyou privately, and you're ready
to start making those shifts andstart making those changes, I
got really good news.
One of my main programs that I'mteaching this lesson in is$45 a
(28:23):
month.
That's insane.
I'll be honest, this should notbe a$45 a month program.
It used to be a$2,000 program.
Okay, and we turned it into amembership because we're
expanding to so many newcompanies that just never even
heard of me.
And I wanted to give people uhan easy entryway into learning
(28:44):
the new way to grow theirbusiness.
So if you're interested ingetting that help, reach out,
let me know.
I love you.
I appreciate you.
Thank you so much for listeningto me rant.
I hope that you got somethingout of it.
I'm gonna end this recordingbecause we're going into QA
session for my clients who arehere hanging out with me
tonight.
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