Episode Transcript
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Speaker 1 (00:04):
Hi, this is Dan
Sullivan.
I'd like to welcome you to theMultiplier Mindset podcast.
Hi, this is Dan Sullivan, andI've got a great one today, and
that's Matt Goodwin, who's fromNaples in Florida, beautiful
Gulf Coast.
It reminded me of a question Iwas asked once and the question
(00:24):
was well, the entrepreneursyou've coached and I've coached
since 1974, it's just a littlebit about 7,000 entrepreneurs
that I personally interactedwith and they asked me is there
one thing that all theentrepreneurs that you work with
have one characteristic?
(00:46):
And I said yeah.
Instead, they're all killers.
And I said killers.
And I said yeah, I said some ofthem are quiet, some are loud,
some of them are extroverts,some of them are introverts,
some of them are great talkers,some of them mostly just think a
lot, but they kill off allalternatives except doing what
(01:08):
they have their mindset on.
And I have that, and you couldjust see this resoluteness that
he has, that once he locks on tohis goal, he's going to deal
with any obstacle in his way andturn it into his advantage.
Speaker 2 (01:26):
My name is Matt
Goodwin.
I'm a real estate attorneyfocused on real estate
transactions throughout thestate of Florida.
Have a law firm and a titlecompany and we handle the money
when you're buying or sellingyour house.
We also handle the legal issuesif one comes up.
So we clear title and we dealwith all the funds.
(01:47):
We work with the lenders.
We work with hundreds ofrealtors across the state and
also independent investors.
When I finished high school, Ididn't ever have a traditional
job.
I had to go generate businessor I didn't get paid.
They were always commissionedbased jobs.
And then I learned how to coldcall and I learned I never quite
(02:09):
fit into that employee mindset.
I worked for, for instance, asprint store in suburbs of
Detroit before I went to school,formal training, and they joked
around and called me CEO.
Well, it wasn't meant to belike.
It was more like this guy actslike he owns a place, sort of
(02:29):
thing, and I always had thatmentality.
Fast forward many more years.
I finished my undergrad and mylaw school studies, was working
for a law firm and I got firedafter six months being on the
job and then I realized that ifI go sell myself and my
credentials to another company.
(02:50):
This is probably going tohappen again, because I don't
like being told what to do orhow to do it.
I like to just go out andgenerate business and I've done
it before, so why can't I do itagain?
And I have my own ideas and Ihad so many of my own ideas and
I didn't want to take anybodyelse's direction.
So I said I got to start my ownthing.
(03:10):
Told my wife, within threehours of being fired I decided I
was going to start my own lawfirm.
So I went to the library everysingle day, scoured the
materials with the Florida barand cold, called people and just
read a lot and just startedbranding and learning how to
(03:31):
like what do you do?
I designed my own logo.
I designed my own website,basically built it all with a
vision from scratch and learneda lot along the way.
I lived in South Florida myentire life, born and raised,
and then we ended up in thesuburbs of Detroit.
I was doing loan officer workat the time and then I worked
(03:52):
remotely.
This was right before the crashof the subprime mortgage market
and within three months of usmoving to Michigan I was fired
and then the entire retaildivision of the company I was
working for was shut down andthen the guy who fired us was
fired and then the whole worldturned upside down with that
(04:15):
sort of thing and then I'dalready enrolled in school.
So I started going to schooland got really good grades and
then got pushed by my wife,primarily to go to the best
school I could get intoUniversity of Michigan and Arbor
.
The community college was $70 acredit hour, actually, not even
(04:35):
the community college.
We University of Michigan hasthree campuses, or they did at
the time and the campus that wasmost practical was $70 a credit
hour.
Ann Arbor was $1,300 per credithour.
And I look at my wife at thetime and I remember thinking
like this doesn't even makesense.
Why would I do that?
She said well, if you get in,you have to go.
(04:56):
You can't just get into theUniversity of Michigan and pick
your campus, you have to apply.
Well, they have a 95, 96%attrition rate, which means most
people who start they finish.
So it's hard to get in,especially as a transfer student
.
So I was able to get in andmade the commute an hour every
day and that's when I justworked on myself more, stayed
(05:18):
focused on studies but fastforward to the end of that.
Our first son was born at twomonths before I started law
school, actually less than twomonths.
So we started law school, whichis the first year, supposed to
be the hardest.
We had an infant, we had nofamily.
My wife started as an attendingin a hospital, which means she
(05:39):
was now the leading ER doctor,and we had a live in nanny and
we went through three nanniestotal.
But I was able to graduate fromUniversity of Florida Law
School with honors barely anygray hair, surprisingly Before
the gray hair started to pop upafter my first few years in
practice on my own.
But when you start a businesssometimes on blind faith, which
(06:03):
maybe just come out ofconfidence you have to get one
client that's going to start youand give you the margin of time
you have that's going to becash flow to pay your bills.
Well, I found that source andthen from there I had the
confidence and the experience tojust approach and market myself
(06:24):
everywhere.
So I cold called lawyers, Itook them to lunch.
I cold called financialadvisors.
I joined the organizations thatI knew I wanted to be a part of
that.
We're going to generatereferral business for me and
things just started to happen.
I got on the committees thatpeople said I would never get on
unless I was a board certifiedreal estate attorney or knew
(06:48):
somebody on the committee.
Well, a couple of lawyersencouraged me to just apply and
then that got me in front ofmore of the players in town.
Two over the last several years,I've just planted a bunch of
seeds in those early days andstarted to see them bear fruit,
like all right, so what's next?
I say that I just have 10Xmyself.
(07:09):
Multiple times where I rememberlooking at 75,000 in a quarter
was like, yeah, it was goodmoney, because that was a little
higher than the salary I got asa first year associate at this
law firm that fired me.
So I'm like, all right, that'sgood, but it's got to be more,
right.
So I just kept doing what I wasdoing and then, before I knew,
(07:30):
I was at 300,000 for the yearand 600,000, and then a million,
and then I've gotten to the 2million revenue standpoint and I
just keep thinking bigger andbigger.
Well, in 2018, I went frombeing a lawyer to being a
manager, and that's when thingsgot really hard.
(07:51):
That's when all those books Iread as a sales guy 20 years
prior were coming back out offthe shelves and from the audible
archives.
One of the things that Iattribute my confidence to is
the thick skin I develop makingcold calls in my 20s, six years.
We would say smile and dial.
(08:12):
We would take leads, we wouldcall them.
We'd get a disconnect.
We'd call the next one.
We'd get this number's out ofservice.
Call the next one.
Someone would pick up and thenhang up, call the next one.
Someone would pick up.
We'd start to talk and thenthey'd say not interested, hang
up, call the next one.
And from time to time we wouldcall back the people that we
(08:32):
know hung up on us.
We'd say I think we gotdisconnected.
I just wanted to finish talkingabout what we were talking
about and I learned all theselittle tactics.
You know how to take a no foran answer but not settle right.
So the sale started at no.
That really went a long way,because I look back at my
(08:53):
earnings over those from myearly 20s to mid 20s, even close
to 30.
And it was sad.
All right, something's notworking, but I'm going to fake
it till I make it.
And you hear that and you saythat, and sometimes it has a
negative connotation to it,because you're like who are you
trying to fool, right?
But I read these books, Ibought this program, I tried
(09:18):
this thing, I made some moneyand then, over all those
experiences, you realize thatyou're not really faking
anything, you're just acting asif.
And you have to have confidence, and I went through so much as
a kid, a lot of stuff, right, itwas hard.
That just like made me who I amtoday.
(09:38):
Whatever you believe, you canachieve.
So, speaking of that, that wasmy favorite saying from Napoleon
Hill is that whatever the mindof men can believe, they can
achieve.
And it's so funny because I readthat book, thinking Grow Rich,
when I couldn't even grasp theconcepts in it, didn't have a
(09:59):
college degree, and when I wasin my first year of law school,
second semester, they give theopportunity to greet the
incoming law students, or no, itwas my second year.
Then you have to apply, though,to become one of these
ambassadors, and they interviewyou to make sure you're not
going to make the school lookbad.
It's a top school and certaincaliber students, and getting in
(10:23):
is one thing, but being theface of it is another.
One of the questions was Tellus about a mentor of yours.
And I couldn't think.
I was like what is a mentor?
I was 30 years old in one of thetop law schools, went to one of
the top public universities incountry and I still didn't have
this concept and I knew what amentor was.
Don't get me wrong, but I don'tfeel like I ever truly had a
(10:46):
person.
So I said Napoleon Hill this isafter searching deep for gosh.
I gotta have something to say.
I was thinking an older manwho's wise and smart and took me
under his wing.
Well, that didn't exist.
So I said Napoleon Hill.
And the lady looked at me likeisn't he dead?
I said, yeah, thinking thateither.
(11:07):
I said something that was wrongand I was just like I didn't
say this, but I thought whocares?
That's my answer.
Needless to say, they did notmake me an ambassador that year
and I didn't even bother tryingagain, and I always felt like I
thought differently.
I stood out differently.
(11:27):
I paid my own way throughschool.
I applied every year for astudent aid.
My mom was a waitress still is.
Dad was gone years ago, neverhad that support from an
educated parent or a wealthyparent, cause you don't have to
be educated to be wealthy.
(11:47):
But I had neither one.
And then I had to sort of injectmyself in these circles and
just kind of seek out my ownmentors.
And that's where cold callingcame into play in the future.
I was able to just pick up thephone hey, I wanna learn more
about your practice.
Can I take you to lunch?
And I did that for the firstthree to six months in Naples,
where I ended up landing,sometimes five days a week,
(12:09):
someone different, half the timethey would pick up the bill and
I was all in tension of buyingall these lunches and not
necessarily smoozing people ortrying to manipulate anyone, but
just doing field research.
All of a sudden I was gettingreferrals from long standing
attorneys.
Because instead of hanging myshingle and saying I'll take
(12:30):
whatever you got, I narrowed myfocus.
From the beginning.
People said couple things, goodluck making it in Naples.
That's a good old boy town.
It's not gonna happen.
You should try Lee County.
I had people say that to me.
I'm like, okay, thanks.
And it's like, kind of brush itoff, I won't be calling or
answering their calls again Next.
And then you shouldn't narrowyour focus so soon.
(12:52):
You're not gonna have any cashflow and you gotta learn this
stuff.
And I said, well, why, why not?
So I put on my business cardthis is what I do and I don't do
anything else, and you couldhave brought me a check for
$20,000.
If it was for something that Ididn't do, I would refer it out
because I didn't want to bebranded as the general
practitioner.
And it worked and it stillworks.
(13:14):
And now I continue to narrow myfocus and now I'm focused more
on working on the businessrather than in the business, and
I have multiple locations.
We do business across the state.
I have be a total of nine of usand I look back on the friends
of mine that I grew up with.
I surpassed every single personin my high school class that I
(13:36):
know of, but those things, thosehard times, made me who I am
today, where nothing reallyscares me except maybe jumping
out of an airplane, which Ihaven't done yet.
No one gave me a rule book,even though there's books for
every topic you can think of.
So I learned a lot of thingsthe hard way and still am 2021,.
My wife was the breadwinner forthe first several years, having
(13:59):
gone to medical school, workingin a multi six-figure job while
I was in law school.
That enabled me to have themargin of time to study, focus
on studies and not worry aboutpaying or even largely
contributing.
We weren't overspending,splurging or anything, we just
had a comfortable lifestyle.
Then she was getting burnt outand wanted to go part-time and
(14:24):
go out on her own, and I wishthe timing was a little
different.
But in 2018, when I started toreally take off and started to
pay myself, she went part-timeand there wasn't any.
So I was like, can we both bedoing good at the same time?
Like all right.
So I was thinking we got one tothree years of that and fast
(14:44):
forward to 2021.
When I 10X'd again or multipliedin every way, I had a
significant amount of monthlypositive cash flow that enabled
me to take trips with the family, not come in on a day and the
revenue was still beinggenerated and money was being
booked.
Take the kids somewhere, go ona family vacation.
(15:06):
I mean, we took the kids toSpain when my youngest was 10
months old.
My oldest was five years oldand people say you're nuts to do
that but did a little businesshere and there.
I make a conscious effort inthe mornings to connect with the
kids, and my wife and I arecontinuing to work at scheduling
(15:27):
that time where it's just us.
And because she's also abusiness owner now it is
complicated.
So in terms of freedom, there'sa lot of it, but I'm still in
that growth stage, so it's hardto sit back and say I have the
ability to do this, but now I'mmore conscious of it.
(15:48):
What's next?
I might end up doing a jointventure with somebody in the
same field, with real estate.
I might buy a commercialbuilding.
I don't know exactly what'snext.
I'm focused on strengtheningthe foundation that I started
with this team that I have nowand identifying where my unique
(16:08):
contribution is.
And I'm getting close.
We've been rebuilding our teamover the last several months and
certain things have come tolight.
So I'm almost at thatreeducation stage where I'm
seeking higher education onceagain, going back to some of
even the basics just to figureout what's next.