#299 Luke Barnatt - Why Smart Entrepreneurs Are Going All in on Content - Kickoff Sessions

Episode Transcript
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Luke Barnatt (00:00):
I'm now in the operating system of everything I
do is sh** and I need to makeit better.
So having a team is a life hackfor me to make content and it
is effortless and if I want, Ihave endless content.
Now all I need to do.

Darren Lee (00:12):
We're not f***ing creators trying to like go viral
.
We're business owners usingcontent to make money.

You have all these guys that might have potential,
they might be interesting, theymight be talented, whatever.
But if they're not willing tostand on their own two feet and
to live life on their own terms,how are they going to ever
achieve anything?
Since 17 years, I've not hadsomeone tell me I have to wake
up and do da-da-da-da-da.
I just have to do it, becauseif I don't do it, I get no
outcome.

Darren Lee (00:34):
For someone who's in the UFC and who's in the UFC
you would have never thought youlike really obsessed with
content and using it foreverything.
I would not have put two andtwo together, they don't fit.
But what was like the idea that, oh, like I'm gonna go all in
on producing a shit ton ofcontent and creating a studio?
Like I don't read there?

I just come to be honest.
It came out of nowhere becauseI went to dubai and I did a
podcast with a friend of mineand it was like an, I think you
got like an hour slot there andyou pay for an hour slot and you
go in and you talk.
I come out of the podcast andthe guy was like, oh, you can
talk.
I was like, yeah, yeah, thatwas great, we should do another
one.
I was like, okay, I'm here tillFriday, book it and I'll come.

(01:17):
He's a friend of mine.
Tried studio was booked solidfor three months.
I was like, no, it's impossible, impossible.
I was like how much you pay forthis, this thing?
I think it was like 250 orsomething like that.
It's like 250 an hour.
I was like I rang my friend.
I said I need a podcast studioin marbella.
I googled marbella podcaststudio didn't exist.

(01:38):
So I was like I need a podcaststudio.
Next week I had the lease tothis place, like wrapped up,
done, and it became my office.
So I just built it out as astudio and my office so I just
had a cool place to work and Icould start making content.
I did it completely as a, notjust for fun.

(01:58):
Yeah, I did it for no realreason.
I just wanted to have an officethat I thought then is in the
center of port banus.
I can maybe, you know, rent itout every now and then and pay
for my office and have a centralspot.
I did it 100% for networkingpurposes, to meet interesting
people.
I thought I want to meetinfluencers, I want to meet
people that make great content,I want to da-da-da-da-da.

(02:20):
So if I could do that, the bestway to do it is to provide
services.
If I can provide services forthese people, I'll meet cool
people.
So that was the whole idea.
I was so busy with a load ofother bullshit that I rented the
space.
I kind of built half of a studioand I had an office here, but
it never lived up to its fullpotential.
I got one member of staff andhe was great, he was amazing.

(02:43):
But I wasn't pushing him, Iwasn't doing anything and I just
used it for my own content.
But even at that stage I wasn'treally even that interested or
bothered about content.
I was still learning and Istill would say I'm learning the
social media game in generalpersonally, and it'd only be
since I got my partner Bradley,about a year ago year and a half

(03:04):
ago that I started taking thisplace seriously.
Um, I had it a couple years.
Obviously we had the fire andeverything else that you know
about, but I've had it a coupleof years and I would say the
last four months I would sayit's probably we're doing it
properly.
Um, now we're a full team here,got videographers, got editors,
got got the whole shebang, andnow I'm taking my content way

(03:25):
more seriously because I'veattached a dollar sign to my
content, because I just used towant to look cool on instagram,
post cool things, look like a gand I just b-roll content
bullshit exactly.
I did it for no real purpose.
Uh, I just did it becauseeveryone else was doing it and
okay, cool, might as well do it.
So I didn't really have avision for it so much when I
started.
I just thought there's abusiness there.

(03:47):
I sort of see it happening indubai.
My bay is a mini dubai and then, and the more it's growing,
with these sort of people cominghere, it's going to be a
business.
So I just kind of jumped thegun a little bit and got into it
, but not really properly but,dude, it's blown up your, your
instagram, right?

Darren Lee (04:03):
you've pretty much doubled your Instagram the past
year, easy.

And that will come from creating reels Like that
was my whole Instagram.
I didn't even again.
I had no service to sell.
I had no reason to have anInstagram.
I just thought, ah, I want anInstagram.
And then I came up with thewhole obviously being close to
Andrew and everything else andhim talking about how influence
is important and how people da,da, da, da da.
Okay, I should get somefollowers, because if I got

(04:27):
followers I could sell themanything.
You know, my followers werejust from fighting days back in
the day and Instagram wasn'treally around when I was in UFC.
It was more Twitter, but theykind of transferred over a
little bit into reels and shit.
I know.
But then so then I.
I I think I had around 35,000followers when I when making
content and doing reels and Ijust thought, fuck it, I'll make

(04:48):
some reels.
So I had loads of B-roll fromdoing loads of cool crap and I
had a guy on my team and I hiredanother editor and I made a
load of reels and I think I'mnow at like 119,000.
And I still haven't done.
I have not taken contentseriously until like the last
couple of months and I would sayI've made great content Like I

(05:09):
make good-ish content but Istill don't feel like I'm doing
it properly.
The last couple of months I'mdoing it, but I'm still not
really doing it.
I think you'll see thedifference when I'm really
really really doing it.

Darren Lee (05:20):
Before we move any further, I have one short
question to ask you.
Have you been enjoying theseepisodes so far?
Because, if you have, I wouldtruly appreciate it if you
subscribe to the channel to helpmore business owners grow their
online business today it is.
It is working really well though, because, like all the
different posts you have,they're all driving a lot of
awareness on top and, liketaking like andrew's example,

(05:40):
like you surely have fuckinglearned a ton from him, surely?

loads, but like indirectly okay, what.

Darren Lee (05:49):
What do you think what?
Okay, what have you learnedfrom his content strategy versus
what you're doing?
Because you're doing everythingin-house, right?

now I'm doing everything in-house and I'd say
that's that was the most biggestthing that I've learned
indirectly is having a team that, like the reason now with
Android's content so amazing andit always has been amazing is
because he would just talk tohis cousin on his phone, right.
So that's where his journeystarted.
It was.
It was internal when it washe'd be talking to somebody else
, but they always a camera.
There's always a camera around.

(06:17):
They pick it up and they cantalk to it.
It's so important, man.

Darren Lee (06:20):
It's fucking everything and just put a
fucking mic on.
We're talking about it all thetime.

Yeah.

Darren Lee (06:24):
And just clip a mic on and, as we're talking outside
, just spitting shit, like allof that is good.

Because that's when the gold comes, because
that's when you're natural andthat's when it's like you have a
what happens now in because itobviously went around the boys
or whatever.
But Andrew, when somethingsmart is said, said, or
something cool is said orsomething funny is said, he goes
, get a camera and instantlythey just repeat it because then
it's like natural and it's done.
So.
If it's not caught, likebecause they have a full team

(06:51):
and they live with them in thehouse, if it's not caught in the
moment because they weren'trecording or whatever, he'll
just say Bailey, get a camera,bailey goes and gets it and he
just repeats it because he'slike he's at the point now where
he understands what will selland what won't or whatever.
So it's natural content, butit's done whenever he wants it.
So I learned that having a.
Now I have a team.

(07:11):
You know we've got to the stage.
We're still building out theteam, still have more people to
add, but I have an in-house teamthat if I think of an idea, I
can make content about it.
It's very.
I was never the guy and Irealized this about myself very
early.
I like being in front of thecamera, I like talking.
I think I have interestingpoints of view, but I am never

(07:32):
the guy who's going to pick up acamera and talk to it myself,
so I can't do that I feeluncomfortable and I feel like I
don't know, I don't want to bethat guy.
I tried making a vlog oncebecause I was told I need to
make one, so I did it in my carand I went to the gym and I just
felt dirty I don't know howelse to explain it but I did not
feel good.
Having a team is a life hackfor me to make content and it is

(07:57):
effortless and my team arelearning and growing and
becoming better.
But now I have endless contentIf.
But now I have endless content.
If I want, I have endlesscontent.
Now all I need to do is reallyshape it a little bit better,
think about the themes a littlebit more, which is stuff again.
I've just been making shit forshit's sake for so long now and,

(08:17):
like you said, I'm veryauthentic and my content has
been garnering.
You know, people who care aboutit, but I've not been trying to
sell anything.
I've just been being myself anddoing whatever.
Now I'm coming into the worldof actually trying to sell
something.

Darren Lee (08:33):
Yeah, that's like how does this fit together?

right and it's getting a little bit more
complicated and I don't know howmuch I like it at the moment,
why I don't know much I like itat the moment, why I don't know.
I feel like again when I wasjust doing it for fun and I was
doing it because I do it for thesake of doing it, there was no
pressure on it.
Now I'm tracking metrics andlooking at this and thinking, oh

(08:56):
, this is better than this andit's becoming a bit more like a
job.
And it is a job, don't get mewrong even with a full team and
with everything else, and I'mfeeling like I want to, I need
to improve the quality of my con, like I need to improve the
things I say, I need to improvethe outlook, I need to improve a
few things.

Darren Lee (09:14):
Um, it's not good though, right, because it's like
going to the gym, it's likeboxing, right, like obviously
you're a fucking professionalfighter, right.
But when I was doing itpassively, I was just
consistently shit, because I wastraining twice a week maybe,
maybe not in the gym, and I'mlike I'm just consistently shit
at something and that's how youkind of quit, right.

(09:34):
But that was literally what washappening to me and I was, I
wasn't getting, I wasn'tenjoying it.
Now I think there's a lot ofmerit to tracking this shit,
right.

But it gets it gets to the next level of the,
the layer right and I thinkthat's why I'm saying now I'm
like displeased with it isbecause I've started tracking it
and I'm now going to be in aconsistent uh cycle of hating my
content because all I'm goingto do is see things that are
wrong with it and try andimprove it, and it's kind of how

(10:03):
I operate.
So I'm now in the operatingsystem of everything I do is
shit and I need to make itbetter.
So before I was like I don'tcare, just doing fun doesn't
matter.
Now it matters.
So as soon as it matters andpeople are gonna which I never
expected or thought oroverlooked at the people are
gonna look at me like a contentcreator or like an influencer I
hate that word, but they'regonna at me like that and I'm
putting myself out like that.

(10:24):
There's no way that I'm not andI have to accept that, which I
still don't fully accept.
That means my content's got tobe good because I'm doing it.

Darren Lee (10:33):
There's a nice reframe with this, though, right
.
The reframe I've had is likewe're not fucking creators
trying to like go viral, we'remoney.
And with that frame you're like, okay, when I'm recording, and
I'm recording here, it'smarketing and this is just
marketing, it's acquisition ofyour business.
But I feel like it's easierwhen you have that product suite
in the back and you're like,okay, I know I need to get up

(10:55):
and do something and it's notgoing to be dumb.
Right, it's not going to bedumb, but it does feed into the
product, right, and like I thinkwhat's interesting here is like
what is it you're, what haveyou had in the back of your
content and what is it you'retrying to build in the back of
your content?
Right, because that's going todictate everything and that's
why it's very unique, right, andthat's position you're in.

Yeah, so that's the thing to start with nothing
in the back, nothing, zero.
Then I went on to doing uh,mentoring, like one-on-one
mentoring, and I was selling oneone-on-one mentorships at a
very high price point and I didthat for a couple of years.
Did you enjoy it?
No, that's why I stopped.
I didn't like my life and mycalendar being controlled by

(11:38):
other people.
Okay, I got a phone call 6pm onFriday.
I hated it, to be honest.
I hated it.
Financially.
It was great.
Seeing the improvement inpeople was great.
I like, I like that.
But being beholden to otherpeople couldn't stand it and and
I I got switched off to it very, very quickly and I stopped
doing it.
Um, because, to be honest, Ihad a different line of work

(12:00):
running events and doing otherthings that was filling the gap
financially and I enjoyed a lotmore.
So I I faded away from it andthat's kind of when the content.
What I realized when I startedmaking content more recently was
like what is the point of mypage?
What is?

Darren Lee (12:18):
the purpose.
What is the?

message I'm trying to send and there was zero.
There was zero.
I had what is my avatar?
Who is the person that shouldcome to my page?
Look at my page.
And I had none of that.
I had no direction.
Everything I was saying.
I was saying a lot of things,but none of them really had any
purpose, and I still feel likeit doesn't, which is why I'm
saying I hate my content.
I feel like I need to zoom inand zero in on what I do.

(12:40):
So that was like the firstphase with doing the, the
mentorship, but I didn't reallyat that point have a content
game.
So I was doing the mentorshipand it was kind of working off
the, the back end, just fromfrom a bit of notoriety.
And then I stopped that and Iwent into events and I kind of
didn't have anything in the backend again.
And now I'm coming back intohaving something in the back end

(13:00):
, but it's a much differentapproach.
I'm trying to.
I'm about to launch like afitness app, if you want to call
it a fitness app, but it's morelike a fitness and a lifestyle
app.
Um, that will be more.
What's the word?
You're going to know better thewords than I am, but like more,
more of a broader view, uh, andfor a broader price point.
It's not going to be one-on-onecoaching.
It's going to be coaching, butit's going to be built out in

(13:21):
programs low ticket and it'sgoing to be built out in
programs Low ticket and it'sgoing to be more low ticket.
So it's a low ticket offer thatwill hopefully have more of a
it's fucking hard to crack dudeAudience.

Darren Lee (13:29):
yeah, it's very.
It's based on a lot of volume.
If you have the volume and youcan fucking deal with the churn.
It's great.
But I mean like that's, it'sactually the hardest thing to
crack.
Freedom, yeah, like I'm sure Imight give you the most in terms
of like you're not, you're notdoing shit, but I mean just in
terms of like it's like runninga software company because it's
49 a month, you gotta get theguys to come back every single

(13:50):
fucking month.
Uh, something goes wrong.
They're a bunch of like,they're like 17 year old kids.
Right, it is very tough likeeconomically to crack.
You can fucking do it,obviously, but I mean that's
like business mode on fuckinghard mode yeah, that's literally
equivalent.

I feel like I'll probably run it more like the
200 250 price point, but it'sstill low ticket.
But I think for me, dealingwith the churn and dealing with
that, I've got no problem, aslong as it's built there and
it's set there and it's got lessexpectations for myself on time
.
I can then focus on otherbusinesses and other things, but
it's always there so it givesmy content a purpose.
So that way, everything I'mdoing in this place and the team

(14:26):
and everything else that I'vegot and getting my following
from now it's 100,000 to gettingto a million makes more sense.
Because otherwise why are youdoing it?
Trying to feel popular?
I don't give a fuck right.
So it gives me more of a purposeand more of a mission, if you
want to call it that, when itcomes to social media, and more
of a reason to create content,and I like creating content and

(14:47):
I'm liking it more and more andmore uh, because I'm giving it
that reason in the back end.
So I think, having that backend, I feel like I have a good
message.
I feel like what I'm trying to,the coaching I want to offer,
is extremely important, but Icouldn't do it for so many
people like when I'm doing itone-on-one.
I could do it for like three,four people could do group, you

(15:07):
could group could do group.
But you know, if I could reach acouple hundred people with this
product, I'd be happy, you know, and I and I think I would have
more of an impact on theirlives at a lower price point.
Not everyone can afford 20grand a month, 20 grand for a
six month mentorship, so it'slike to try and give it a lower
price point.
I feel like I reach more people, I feel like it's more scalable

(15:28):
.
I feel like it.
I think there's a lot of plusesto it.
Hard to crack, for sure, butanything worth having is hard to
do of course right.

Darren Lee (15:36):
You said mission, what?
What is your mission?

for me.
I believe my life has beenshaped by the fight gym, by
fighting, by the people I havemet, by the experiences that
I've had and the way I see theworld now and what I see.
I want to basically become likethe big brother to everyone out
there who's struggling as a man.
So there's a lot of them thatare really, really struggling

(16:00):
with with purpose and havingtheir own mission, and I feel
like I have the tools and theknowledge and the experience to
inspire those people to to livebetter lives.
Uh, and I think that comes fromthe cage fighters mixed martial
arts gym and I think not beingso soft and not being a princess

(16:21):
a princess, fucking princessman, I call it princess syndrome
.

Darren Lee (16:25):
Man I have business owners are like this I have many
business owner clients.
I'm like you're a fuckingprincess well that's.

That would be the mma equivalent.
But I think that's why the thethe missing layer for me on
doing this for the first, thebeginning, was having a way to
deliver it, because it's veryhard to.
You can have all the theory andyou can talk about how to
improve your mentality and allthis bullshit, but it's hard to
measure, very, very difficult tomeasure.
You can feel it internally, buthow do you measure it?

(16:56):
And that that we talk aboutchurn, you talk about drop off
and talk about those sort ofthings.
So for me, putting the fitnesslayer on top of it and giving
young men a way that they canlook in the mirror and they can
see improvement in themselveslike every single week, that's
what kind of unlocked it for me.
So that's where it will bebased on physical fitness.
But there's a lot more in-depthversion of that.

(17:16):
So it's like, once you start,the first base level of
component of it will be gettingin physical shape and getting in
condition and then buildingyour character from there and it
will be.
You know, I'm looking at like a12 month lifespan for the
product for people to join.
It'll be a monthly, but I'mlooking over a 12 month period
to try and improve people'slives and then we'll see where
we go from there.
But that's where I'm at rightnow with the product, and step

(17:37):
one is to to get, get in shapeand to see the difference.

Darren Lee (17:40):
You know I mean dude .
Uh, one of my mentors said tome um, what does, what does
success and winning look likefor your customers?
Because for some people itcould be getting in super
amazing shape, getting the ufcring and like winning their
first fight.
For another person, it could bejust signing up because they've
been, you know, in thisposition, which is bad for some,

(18:00):
so long.
Winning to them is just signingup, joining a fucking call,
going through the app.
So I think it's like amazing tohave, like, yeah, we want to
get as many people amazingresults, obviously.
But it's interesting on theother end, right, someone in 10
years time like, yeah, thefucking first step I took was
luke's program, which do, likemany people say that about the
real world.
They're like a lot of myeditors and designers came

(18:22):
through that three years ago andit was like, yeah, foot in the
door.
I'll tell you a fucking story.
Actually, I met this woman inthe gym.
I'm in Bali, young woman.
She's like maybe 21, 2021.
Making good money, probablylike 15, 20k a month, and she's
doing a copywriting and she leftschool, just went straight into
it and so on, and I was likelike where the fuck did you, did

(18:43):
you learn it?
She was like the real world.
She was like I came across likeAndrew's stuff when I was like
15, 16 and I just initially Ihated it and initially I
listened to it and then Ilearned, started, went through
the program and then I got ashit ton of clients.

So it's like what is our first step to start their
journey and then for the restof their fucking life, then
they're on the wave yeah, Ithink I'm just like the amount
of stories that people do nothear about the real world and
about people, how it's changedpeople's lives and people's
perspectives and, like you said,taking that first step and it's
going from zero to one likethat.
That's what you gotta teachpeople going from zero to one.

Darren Lee (19:20):
As a copywriter, you know zero to one is harder than
one to a hundred a hundredpercent.

So that's taking that first step and getting
through there, and that's whyandrew's so inspiring and that's
how he manages to get somepeople through the door.
Talk about churn right.
I'm sure this is extremely high, but they get enough people
going through it.
Then they change so many livesbecause they learn a skill and
they they feel empowered, whichis what it's all right.
So you said like about what thegoal is For me.

(19:45):
The goal for people that willjoin my program and do my app is
we talk about confidence, andthat's the main goal is to be
able to walk down the street,see three guys walking towards
them and not have to cross over.
That's the whole idea of theproduct.
The product isn't about gettingin the best shape of your life
yeah, you'll do that as well.
It's about changing your mindand your mentality to feel

(20:11):
secure enough to to be confidentin yourself.
That's what I believe I haveand have learned through again
the fight gym, through fightingand and myself as a young 18, 19
year old kid when I first wentto a fight gym.
Compared to now, it's all justconfidence, and confidence is
built over layers and layers andlayers and layers and layers,
but it's achieving somethinglike you said, that goal.
That young girl that you metwho's now making 15 20 grand a
month because she just signed upto something that costs 50 quid

(20:31):
a month and did like the realworld and learn online and did
like she would have feltachievement through going
through those courses andticking boxes and achieving and
learning things.
She's now felt that and goneand create a whole business.
That's what I want to do forother people is make them.
Okay, maybe you're strugglingto go to the gym because you're
too scared to go to a gym.
Okay, come to me and I'll talkto you and then you'll go to a
gym.
It's that simple, you know.

(20:52):
So I think everyone's on adifferent stage in their life.

Darren Lee (20:55):
And now the princesses there's a lot more of
them and to try and inspirethem to do something, you, you
gotta push people you know, Imean, I was in london last week
and you know people say a lot ofshit about the uk and I was in
like a nice area so I was kindof like kept away from it.
But then I started going aroundlondon, I started seeing it and

(21:16):
obviously, like everyone'ssaying shit about the uk, same
as ireland, right.
What's your observation of,like the situation there,
especially from like aleadership perspective?
Right, because everyone willfucking blame someone.
I had speaking to Elliot Wiseit's on my podcast and Elliot
had a very, some very goodpoints on this as well.
But where do you stand on that?
Right, because you can't justfucking point fingers,

(21:37):
especially as a dude, right, butthen how much responsibility
can you take for other people'sactions equally?
So I'd love to get yourthoughts on that.
Right, because it's led by themen, right?

well, everything's led by the men.
But I think when it comes tothe uk, I've not lived there for
12, maybe 13 years now.
I lived in california and I'vebeen here for 10, so I wouldn't
say it's on my scope.
I don't visit because I havefamily there and everything else
.
Every now and then I'll go, butfor me it's it's an energy
problem.
Like whenever I go there I feelso low with energy and there's

(22:08):
so many amazing places.
I was at dinner last Friday andsomeone was talking to me about
London.
Oh, london's so amazing.
It's so da, da, da, da.
And I was like I'm sure it isto visit.
Yes, and it's like fairy talefrom seeing it in movies and
da-da-da-da-da.
If you're not from the UK, youwant to go to the UK and you
want to visit and London's greatand if you go to Harrods, and

(22:29):
da-da-da-da-da.
But when I visit anywhere inthe UK, compared to Marbella, I
feel pressure on my shouldersfrom the energy when I get there
.
It's so beaten down, so like Ithink, politically if you want
to talk about politics, I mean,everything is wrong in the UK,

(22:52):
absolutely everything.
There's nothing that they'redoing right In my opinion.
I think it's the worstgovernment we've had since I've
been born and I think there's alot of problems.
What it needs to improve is,like you just said, it needs the
men to take responsibility andit needs the men to stand up and
it needs the men to dosomething about it.
If you're living in the uk andyou want to live your life there
and everything else and I knowelliot wise is very, very, uh,

(23:14):
pro britain and I got a lot offriends that are pro britain as
well um, and there's loads ofways that you can you, you know,
disguise it or talk about it,but the problem in the UK is
always going to be immigration.
But the reason that there's somuch immigration is because
white people don't want to work.
That's the main issue.
So the main issue, I believe,is the young generation.
They talk about it in everyempire that's ever fallen.

(23:35):
I talk about the UK, but youcould talk about America, you
could talk about anywhere.
Talk about anywhere.
When a country becomes so richthat the people are not willing
to do the jobs that got themthere, because they so
comfortable and so rich, they'renot going to go picking fruit,
they're not going to go cleaningroads and do that, so they need
they bring in another workforceto do that that workforce that
they bring in.
When the workforce that theybring in repopulates, I think

(23:59):
it's nine times the speed thatthe whites people do.
What are you going to get?
So that's kind of where the UKis at.
It has opened its door toimmigration to allow people to
come in from impoverishednations to do the jobs that the
white man is not willing to do.
So they have lost their country.
Now, if you want to take yourcountry back, you just need a

(24:22):
white man willing to do the jobthat the brown man's doing.
That's the reality.
No one wants to talk about it,but that's like the brass tacks
reality and I've seen it, youknow, over the last 15, 20 years
.

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(24:55):
smart entrepreneurs are buildinga business in 2025 and you also
got that's something I talkabout a lot of my podcasts right
, uh, so my wife is american.
Uh, her dad grew up homeless and, uh, in his 20s got a
scholarship into university likestudies, balls off super rough
upbringing, made his millions inhis 20s and 30s in like um
medical sales and was retiredand retired, had an accident,

(25:18):
lost all his money for anaccident and got back and now
he's like coasting again.
The reason I say this isbecause in america you can
fucking fall bro and like noone's saving you and you hit
that ground and you'll hit.
You hit skid row right.
In ireland and the uk there's aforward.
You go into your fuckinggovernment plan.
You can scam the system.

(25:39):
I know many people that havescammed the system, man close to
home as well.
I didn't have a fucking much ofa pretty family either.
Don't worry about it becausethey can ride the system.
So there's like this floorboard, you can't fall too much which
is like complain and bitch andmoan, and then on the upside
then like taxes like 60 fuckingpercent or whatever.
So as a result of that too, theupside is like why would you
bother?
Like the mentality not myattitude, but the mentality,

(26:02):
whereas in america huge upsideand a huge fall, which means the
men are fucking hungry andthey're competitive and I feel,
if you're in the right space,I've never had an issue with
another guy in america that's inlike our space, because I think
we're just kind of like valuesaligned.
Um, I don't think you're kindof taught to that kind of
perspective.
This is like my, to be honest,but I feel there's a lot of

(26:23):
merit to it, man, because I meeta lot of guys who are like,
yeah, I'm still living at homeand yeah, yeah, I'm thinking
about doing this.
It's like, bro, just fucking doit.

Yeah, I mean, it's that whole socialist experiment
right.

Darren Lee (26:42):
They feel like people that grounding, like you
say in the uk, benefits andeverything else ups, or what
it's called universal basicincome yeah, that's the new, the
new thing they're talking aboutubi sorry, I don't know how
that helps anybody.

It's like they take it back down to a smaller
version.
It's like when your friend or agood friend of yours is
starting failing and they'rebegging, basically you give them
a bit of money.
Does giving them money helpthem or does it hinder them?
Are you just becoming that guythat helps them out and then
they just rely on you and thenthey don't live?
Or should they feel that painand anguish of loss?

(27:14):
Like it's such a complicatedthing to talk about, but in my
opinion, the reason America is Idon't know how many more times
richer, but if england was astate in america, I think we're
the poorest state apart from bya long, a long way.
And if you take london out ofthe uk, I believe with something

(27:35):
like we're poorer than zimbabweor something crazy.
So the uk is such a poor place.
People don't talk about the uklike finances are in absolute,
they're abysmal, like it'sdropped off a cliff, uh,
compared to being the greatempire that we once were, and I
think, yeah, would be thepoorest state in america by a
long way.
Um, and I think that's becauseof the mentality and because of

(28:00):
I mean now, the amount of peopleleaving the UK because of the
taxes.
I think now I read it today oryesterday, in Kensington and
Chelsea, the house prices arethe lowest they've been since
2013.
So in 12 years, the houseprices haven't been this bad.
The whole economy is collapsingand everyone who's got money is
leaving.

(28:20):
Everyone who's got money.
You know, there was a bigdiscussion about this.
There's a guy called Rob Moore.
I is collapsing and everyonewho's got money is leaving.
Everyone who's got money.
You know.
Um, there was a big discussionabout this.
There's a guy called rob moore.
I've heard of my podcast.
Yeah, incredible, you're on hispodcast.
I've been on his podcast aswell.
Great, great, very, very smartindividual.
He is the guy to talk aboutmoney and talk about the
government and talk about thingsin the uk.
Um, he's much more educatedthan I am and everything I
listen to when he's talkingabout it.
It completely makes sense.
Make sense, and Nigel Farage isobviously the front runner for

(28:44):
someone to save the UK or to dosomething about it.
I'm just not sure if he has gotthe minerals.
I don't know if he'll actuallyfollow through with anything,
but I hope that he comes intopower at some time so we can at
least test that.
But again, for me it's justEngland is no longer England.
For me, I've lost complete.
And that's where me and ElliotWise and a few of my other
friends I've got very, very goodfriends that like I should move

(29:05):
back to England and I shouldfight for England.
That's what a lot of peoplebelieve I'm like.
Okay, but it's for me, in mylife, where I'm at right now and
what I've seen the country gothrough, I don't believe the
impact that they would have onmy life is worth it personally
at this point and also you gotto think about this way is that
back in the day, people had noother choice to be patriotic and

(29:28):
nationalist.

Darren Lee (29:29):
You had to like be behind fucking ireland because
there's nothing else, whereasnow it's the girl in the red
dress.
Right, uk is competing withother countries.
Our ireland is competing.
Other people would like dubaiand and even America, or even
just fucking being on a fuckingbeach in Thailand.
Right, you have opportunity.
So that's why I think, as ayoung guy, you have to have your
head out of the sand.
Right, if you're going throughlike the traditional approach,

(29:51):
it's like dude, there is so muchmore to life available to you
on top of the dollars and centsthat you can make.
Right, because if you did it ifI can fucking do it and I'm a
dumb ass who's super dyslexicand barely fucking read or write
it's possible.
So I think this is what's sointeresting, right, I've been in
this place for a good coupleyears and just by virtue of just

(30:12):
chewing glass for an extremelylong period of time, it just
kind of clicks right, and thenyou become lucky.
What kind of observations haveyou made of that?
Because you've worked with alot of young guys, right, and I
think you've seen great guys,but then you've seen guys with a
lot of potential and then someguys then who kind of just did
fuck all.
So how have you kind ofobserved that, especially some
lessons?

I think the biggest lesson for me and I talk
about this a lot is people thatare willing to move away from
their comfort zone or where theylive or where they grew up.
They're always more successfulin every part of life.
Because even if you move tomarbella or to bali or to
america or to any trying to geta better life, there's so many
things you need to figure outjust to do that.

(30:50):
You know so you might notinstantly improve and your life
might.
Life, life might instantly getbetter, but you learn a lot
about yourself and you learn alot about your circumstances and
you learn a lot of perspectiveon where you were, and I think I
don't know it'd be interestingto know about ireland, but I
don't know many people thatleave the uk and then decide to

(31:12):
go back.
I don't know many people I knowa few, but I don't know many
people that taste another nation, that tastes another way of
life, that tastes another energy, that decide oh, decide, oh.
You know I was wrong, I shouldhave gone back to the UK.
A lot of people are drawn backbecause they fail Exactly to the
words of a merchant.
So it's like they might failelsewhere and then go back
because it's safe.
But I don't know anyone whowants to go back.

(31:34):
There's a big difference and Ithink being that guy willing to
step outside your comfort zone,even if it's you want to stay in
the UK but you want to leaveyour hometown and you want to go
somewhere else.
Another part you want to moveto London, you want to move to
the North, you want to dowhatever to try a new
environment.
That takes a lot of skills andI think building those skills, I
think that's what made my lifeso simple.

(31:54):
I left London when I was 10.
I moved in Chelmsford.
I decided to leave when I was16.
I moved out on my own and whenI worked up in Peterborough.
Peterborough is a very rough,horrible place Sounds like a
shithole, bro.

Darren Lee (32:11):
It's a shithole question.

That's actually where Rob Moore is from.

Darren Lee (32:15):
And I always make jokes about it, bro.
He asked me to go up there fora last week and we put into
google from london and I waslike fuck man, it was two hours.
I was like I love rob, but Iwas like two hours I went to
london.
I don't think so, man.

No, no, no peter is tough mate, peter is a shit.
So I used to work at work in aharvester there which we won't
even know what that is, but umand then I moved from
peterborough to cambridge andthen I moved from cambridge to
california, and then I'm usedfrom california to malaga, and
then I moved from California toMalaga and then I moved from
Malaga to here.

Darren Lee (32:41):
It's the ability to figure shit out.

It's the ability to figure shit out, it's the
ability to stand on your own twofeet.
So I'm saying you have allthese guys that you said.
They might have potential, theymight be interesting, they
might be talented, whatever, butif they're not willing to stand
on their own two feet and tolive life on their own terms,
how are they going to everachieve anything?
You know, it's like.
That's why I think staying inyour own bubble is a is a big

(33:03):
hindrance to to your true value.
So I think, when you're willingto stand outside your own
bubble, go somewhere, even ifit's an experiment, like so many
people.
Like you say, go to Bali, go goto.
They talk about traveling.
I'm not talking about travelingor else try it differently.
Talk about something.
We were actually sitting by theoutside and Andrew said this to

(33:23):
me about not drinking.
So I decided to give up boozeand I'm six months yesterday.
I've not been drinking and Ididn't drink when I was fighting
.
So I kind of had a bit of anadvantage, but I was playing
with the idea of giving upalcohol and I spoke to Andrew
because, again, he's one of themost successful guys I know and
he doesn't drink right, so hedoesn't drink.
Yeah, he's been sober threeyears.

(33:44):
Yeah, so he's fuck no way.
He's muslim as well, so hedoesn't.
Since he's turned muslim, hehasn't had a drink, and that's
been three years.
I did not know that, maybelonger than that now.
Um, and he said to me you'velived 36 years of your life one
way.
Why don't you try living theother way?
And to me that was such aprofound bit of advice, not just
for giving up alcohol, but forso many different things that

(34:04):
you could look at.
Because we all build up theseperspectives on life and these
ways to live and I know thisfoundation.
I should do this and da, da, da, da, da.
And you build kind of like aglass or cage around yourself
where you live a certain way andyou speak a certain way and you
believe a certain thing.
But why don't you just tryliving a different way for
another time?
So if you're a 20-year-old kidthat's only ever lived in the UK

(34:25):
or Ireland or America orwherever it is, why don't you
move somewhere else, have awhole new perspective on life
and see if that's right for youor not?
Because what I don't like iswhen people tell you that life
is short.
Life is short, yolo Bullshit.
Life is long bro.
Like if you live life withintensity, life is long.
You can do so much.

(34:45):
I feel like I've lived ahundred lifetimes and most
people just live one.
They just live in that fuckingnine to five bubble, go into
work every single day and it'slike, listen, you've got a
secure nine to five job.
Good for you, great career,good for you, go for it.
Why don't you try living adifferent way for six months and
see if you prefer it?
And okay, you can always goback to that nine to five life

(35:06):
and the nine to five bubble.
Do something different and seeif you prefer that life and that
what I think is like a freedom.
That is very hard to explainBecause once you taste for me, I
haven't had a boss since DanaWhite.
If you consider Dana White aboss of mine and that's to be
honest, one of the reasons Ithink I did very badly later on

(35:26):
in my fighting career is becauseI realized Dana was my boss,
because I got into fighting,because I believed it was only
me and I was doing it because Iloved it and it was my
individuality andda-da-da-da-da-da-da-da, I was
in control of my own destiny.
I'm going to fight S all of myown destiny, I'm going to fight.
I slept on the floor, learnedhow to fight because it was my
destiny and I picked it.
That's what I loved about it.
Got to the UFC, realized I hada boss, realized he picked when

(35:47):
I fought, when I did, and itkind of like fucking froze me
down.
And since then I've had peoplethat I work with, I've had
people that I rely on.
I've had people that can tellme what to do in certain
situations.
But I am the master of my owndestiny and my life depends on
me and I think that mentality ismissing now and I think you get
that.

(36:07):
That as a man, I'm talking youas a man, when you step outside
your comfort zone and yourealize that another thing I
always this doesn't alwayshappen, but I'm quoting andrew a
lot now as well but andrewspeaks, speaks to me, and it's
something I still have not yetfaced but when his dad died he
realized that everything reliedon him, because before that you
have your dad and you can ringyour dad if you have a good

(36:29):
relationship with him.
My dad is like my hero.
I ring my dad if I have aproblem.
I can ring him and be like, ohdad, this da, da, da, da.
He's always going to have yourback.
He's your dad, you know ifyou've got a good relationship
with him.
So you realize that you'restanding on your own two feet,
but if you're, if I wentbankrupt and I had no money I
could always live with my dadright.
Once my dad's gone, then I'mreally truly standing on my own

(36:50):
two feet.
That was kind of my point.
But my dad's 74 now and I whenhe.
When I ring him for advice, Irealize I probably should give
him advice sometimes, but it'slike that changing of God.
But I think when you decide toto live by your own terms and to
fully rely on yourself, andthen you have to rely on
yourself in a situation and youget through it, that's how you

(37:11):
build up confidence.
It's a stupid example andresponsibility right, yeah,
responsibility you have thatresponsibility.
Once you accept that, you havethat responsibility.

Darren Lee (37:21):
That that's the biggest part and same with a
similar marriage.
I know you're married same withkids because I I didn't have
like a great relationship uh, myfamily.
So when I was kind of buildingand leaving the fucking regular,
fucking normie world, I'vealways felt that kind of like
underlying like.
Like it's like do or die.
I've always felt that and I waslike driven by insecurity.

(37:42):
Like it's like do or die.
I've always felt that and I waslike driven by insecurity A lot
of times, like I'm fucking fivefoot six on a good day, so it's
like I have something to prove,yeah, which is fucking good.
It's fucking good to have that.
And they kind of fear like bro,I was telling one of the guys
yesterday I used to wake up likeand I would just run to my

(38:09):
laptop and start doing coldoutreach and I did that for a
fucking long time, man, until Icould sleep because I knew I had
this skill, okay, and I hadthat and I've done really like
done quite well as a result ofthat behavior until I overcame
it and then I got married andwhen I got married it was the
same thing.
It was like because I wasalways responsible for a lease,
but I was more like now I'mactually responsible.
Like I met her father and I waslike, right, so whether I
fucking seven cents in the bankor fucking seven million, it's
going to be like this and Ithink that is good.

(38:30):
Like that hell has helped me alot.
And I got married quite youngand I kind of did it
intentionally because I was like, well, I'm fucking serious
about things and if I'm, if I,if I'm in alignment what I say,
I'm just a bro on a podcast, Ishould be serious about that and
I I think that's where the gapcomes in like at least was 22,
we got married right and it'slike that's on.

(38:52):
That's not common now butbefore.
It was common in the 80s and90s and those guys are arguably
a lot harder because they didn'thave the comforts that we have.
One of my clients he's alsomentored by this other guy.
He's like a really big guy inthe fitness space.
He was saying that since thepandemic and people coming out

(39:13):
of the pandemic, a lot of buyersare a lot more emotional than
what they used to be, becausepre-COVID everyone was just in
their own fucking bubble andthen COVID came, they were given
money supplementary and nowthey've come out of that and
people are just overly emotionaland skeptical and just they
have had this time whereby theywere dependent on someone else.

(39:34):
You develop a codependency,which is, by the way, the worst
thing you can fucking do,especially as a guy.
I see this a lot with clientwork.
People develop codependenciesand, as a result of that, then
when the ass falls out or theresult doesn't come in, or
there's like one hiccup, likefucking one hiccup, turn your
hands up and dude like you'vecome from a fighting background.

(39:54):
So you must be observing this,being like these guys are
pussies, right, because I I Isay this to people, man, if
people pay me, I will say thatto them.
Feel like you are fucking beingemotional right now.

We need, we need to dial it back a small bit I
don't think I interact withenough people like that as in.
I am so in my own bubble and myown life that I'm so fortunate
that I only get to.
I only spend time with peoplesimilar to my ilk.
In that mentality aspect, Idon't.

(40:27):
It's like I don't understandleftism in any way because I
never, ever, speak to anyonewho's like that.
I have molded my reality that Ispend my day like I said.
I take complete responsibilityfor who I am, what I do, how I
do it, and one of theresponsibilities is don't let
any of those people near me LikeI do not want to spend time
with people like that, Keep themaway from me.

(40:49):
But recently I started adding tomy team and I was doing
interviews with young kids like19, 20, 21, 22.
And I did a lot of calls andinterviews and, by God, god, it
was unbelievable.
Like I, I still do notunderstand how these people are

(41:10):
alive like I.
Like when I was speaking tothem, I was just like you want a
job, like they.
They are.
So I don't know how, what it is, I couldn't explain it the
energy coming off these peopleand the discussion I was having
and the responsibility that theytake.
I was just like I don't want tospeak to this person, I don't
want to near me.
So hang up.
Next one same.
Next one same.
I was just like babies,children like I.

(41:32):
I was not like this.

Darren Lee (41:33):
Like I said, I left home at 16 and I got two jobs,
you know, like sport bro itnever is before sport, but but
even like, it's a mentality thatof, that's the mentality you
had.
That's why I got you into sport, because I used to do, I used
to individual, I used to be ahundred meter sprinter, it was
the same thing and I was broughtup under the vein.
I didn't mean to interrupt you,but I was brought up in another
vein which is you're always aloser until you're a winner, and

(41:54):
that is a little bit of truthto it.
I've kind of come around asmall bit.
I'm still kind of in between it, but that was the logic was
sprinting, which is like there'sonly one winner, fuck the
second and third.
And I grew up in a verycompetitive space like and
that's.
I grew up in that space until Icouldn't compete anymore,
because when you go into likethe broader market for that
stuff, like you have like thebritish guys, american guys and
so on.

(42:14):
So that has rung through mybrain since I was, I started at
four.
I started at four man, you know.
So that's why I don't get this.
But just to double down theemployee part, um, I think I did
a lot.
I think about this a lotbecause I've a lot of team
members and I've hired for overthe years even when I worked in
corporate, like I was doing alot of the hiring for my team.

(42:35):
It says a lot of these guys arefocused on output and they know
they're going to get like 30k ayear where fuck it is for
output, so rain, hail, snow,whatever they're going to get
that money, whereas when it'soutcome orientated, they're not
willing to take on thatresponsibility.
So I had an.
I had an interesting chat withone of my top sales reps when he
was on, when he was ramping upobviously you're not making that

(42:57):
many sales in ramp up and hesaid he came to me and he was
like ah, I wouldn't mind if wecould add in a base.
And I was like, if you take abase, you'll never become an
entrepreneur because you'll befocused on output, doing dials,
doing emails, versus outcome.
I will get you there, if youdon't be a fucking princess, and
I will teach you how to thinkabout outcome, how to literally
eat what you kill.

(43:17):
And then he came around andhe's been our top performing rep
since.

I think, like you, got to kick people off the edge
every once in a while yeah, Imean I I'm sure, I'm sure it's a
characteristic trait, thoughit's characteristic, that's
characteristic, yeah, for me I'mstill.
I think growing out teams anddoing that is a part of the
entrepreneurial journey that I'mmoving into now.
I think that's the mostimportant.
I think that's how you buildout to to make real money is
having other people beneath youand teams and da-da-da-da-da,

(43:43):
and I think that's a wholedifferent management and
everything else is a wholedifferent skill set, because
most people now they work alone,they make money alone, you know
, like to an extent because ofthe internet and everything else
.
But I just I've always I'vebeen so outside of reality, if
you want to call it that, for mywhole life, like I fought in

(44:03):
the UFC and then, after fightingin the UFC, I just competed and
fought and was training foreight, nine years.
Then I started my own businessand I've always knew I was going
to work.
My dad was an entrepreneur.
He worked for himself.
I knew I was going to work formyself, never had a real.
I had jobs when I was a kid butI haven't had a boss, for I
said Dana was my boss, but evenbefore Dana I was 20, you know,

(44:30):
since 17 years I've not hadsomeone tell me I have to wake
up and do I just have to do it?
Because if I don't do it I getno outcome, like you said.
So for me to then speak topeople and employ people, I'm
like fuck, how do these peoplefunction?
It blew my mind.
But that's the only real, likecontact I've had with these sort
of people, you know so.
So it's I need to.

(44:50):
Everyone I associate with, Ibelieve, has some sort of
mentality similar to me, becauseI, I choose to and because I
live in marbella.
I don't know what bali's like.
I'm sure it's quite similar,but it's like an entrepreneur's
heaven here, you know, I mean soeveryone.
I, I mean see people on holidayand stuff like that here,
drinking or whatever.
But I, you know, I mean soeveryone.
I I mean see people on holidayand stuff like that here,
drinking or whatever, but Idon't do that.
So if I'm having a coffee, youcan even like sense if they're

(45:10):
an entrepreneur or not, really,and then I might talk to
somebody every now and then, butreally I just stay in my own
lane.
Um, so I'm not exposed to thosesort of individuals and I think
, I think I, when I go moving tothis coaching like we talking
about, I'm going to be exposedto a lot more of them and I'll
see it, and maybe a little bitmore, but I think that's why my
input is so necessary and that'swhy they need it.

(45:30):
That's why they need thecoaching, because I live in such
a frame and in such a lifestylethat I want them to try and
adapt my character traits.

Darren Lee (45:37):
I always say that you know you got to do it for
yourself before you do foranybody else.
You don't want to be the brokefinancial advisor, the fat
personal trainer, the singlemarriage counselor, right like.
You have to do it for yourselfbefore you can even put your
fucking head up.
You did all those fights, yougot your head kicked in for so
many years before you went backinto the ring to already back in
to coach people, even for forboxing right, and I think that

(46:00):
level of like needing to getthat expertise or do the reps is
lost, like that actually islost.
People have just not put inthose reps, which is why I said
they're very emotional.

Yeah, emotional and, I think, results-based.
Like, I think, a lot of people.
There's too much vision in theworld now that people can see
what they like.
If you're a broker living athome, you can see how a
millionaire's lifestyle, becauseit's all pushed over the
internet so you can watch thatand you can kind of live in that
and you're like I want that,you want that, but you don't
understand all the bullshit thatyou had to do to get there

(46:32):
Right.
But you, you get psyched intobelieving that you can have it.
You can.
That's the reality, but mostpeople aren't willing to do shit
.
So it's a big, big issue thatwe have.
And, like you said, I can speakfrom a place of authority
because of what I have done.
So I spent 18 years of my lifecage fighting and I lived on the

(46:53):
floor for two and a half yearsto get to the stage where I was
okay at it.
You know what I mean.
And so, after two and a halfyears of sleeping on the floor
and training fucking eight hoursa day, I was okay at fighting.
I wasn't good, you know, andthen I had to become good and
then I had to travel and then.

(47:14):
So after all that time I thenwas a coach for 10 years,
studied coaching, had to go doum courses and whatever else in
sweden trained, learn how to try.
Then I had a gym and I coachedpeople, coach classes,
one-on-one forever.
Now I'm going into the onlinecoaching space, but I've got 20
years of experience in dealingwith people and I think that's.
Yeah, you might know how to doa bicep curl and what muscles it

(47:36):
engages and blah, blah, blahblah.
But it's dealing with differentcharacter traits, dealing with
different people, dealing withdifferent individuals, dealing
with different situations.
Da, da, da, da da.
That you learn through coaching.
That is the real value.
You know what I mean.
And so that 20 years of me.
I started coaching MMA twoyears into my MMA journey
because I understood the powerof coaching.
So I was two years in.

(47:56):
I was living in the gym.
I used to get paid money by thegym to teach the beginners
classes.
I used to teach beginnersclasses how to do a triangle,
how to do an armbar, how to takemount.
You know an eight-week courseon doing mma and it made me a
better fighter because theywould ask questions and I'd be
like um, you think about it,fighting, attack.
I'll tell you tomorrow yeah,because I do not know yeah, that

(48:17):
that was how I got better andbetter, and better best way to
learn is teach.
Yeah, 100% and you get so muchout of it.

Darren Lee (48:24):
Yeah, we hear the concept of scars versus wounds,
so most young guys are sellingtheir wounds.
If you put your hand in thefire, you're like, oh, that's
hot, and then they'll startteaching people to not put your
hand in the fire.
But your scar is you've spent10 fucking that.
You know how to navigate thefire, you know like there's like
an art and a mastery to it andthat's a big difference.

(48:46):
I see, I see a lot of youngguys selling their basic as
wounds just a cut and even guysthat I've interacted with, the
way that we like in a runcontent and run businesses and
stuff, we call it the ecosystem.
It's like.
It's like a term that we likemade like.
I literally fucking made it,dude and we made like a few
years ago too, and I met a guyrecently at an event and I was

(49:06):
helping him and so on before andhe kind of had a few things
going and so on and I was like,oh, it kind of fits into this
next thing I see on hisinstagram bio like learn how to
build an ecosystem, and my, myteam member sent it to me and we
were like, yeah, man, he'sselling his wounds, right.
It's just like he didn't spendthe fucking years chewing the
glass and it's interesting,right?
I think people realize thatwhen they go to buy, maybe

(49:30):
sometimes, sometimes I thinklike that's, that's where people
get burned and so on, when itillustrates a bad name.
But uh, I like to look at atrue dot lens, like who has the
scars?

you know who you learn from right well, I see
that in a whole differentspectrum but, but I see that in
fighting so much, when I seepersonal trainers and I see
people holding pads, and I seeit's like that depth of
knowledge is not there, you know, and I think for me it's so
easy to see.
I can see, I can just sense itwhen I meet somebody.

(49:59):
I don't know how to explain it,but teaching someone how to
fight is so much more thanteaching the actions of how to
fight.
The how to throw a punch is notwhat you need to learn.
You need to learn how tocontrol your mind, control your
body, control your energy,control your spirit, and that is
glazed over a mist, becausethey've never had to do that,

(50:20):
because they're selling theirwounds.
I really, really like that.
I never thought of it like thatway, but I've seen it so much
now.
Um, and they just become littlerobots that can do the same
motions over and over again, butthey don't have any depth to
them and I think that's wherewe're living in now.
There's no depth to people and Ithink that's going to be the
difference, especially with ai,and how it's taking over and how
there's going to be peopleteaching people how to do things

(50:42):
that they're not even real.
They're AI teaching you how todo something or selling you
something because they've beentrained.
That's going to be thedifferentiating factor is people
that are real and have thatdepth to them, compared to those
that are just literallycompletely generated.
Right now we're living in likeAI generated world, but through
people that are speaking theirwounds, if you want to call it

(51:04):
that.
So they have everything on thesurface and they'll tell you the
right thing, and people arebuying that thing.
Soon, we're going to have themtelling you the right thing,
buying from a completely AIgenerated person, and it's going
to be the same.
Well, the difference isaccountability.

Darren Lee (51:19):
That's it, right, it's accountability.
It's a feedback loop.
It's actually being able to tospot something and say, yes,
I'll give a really good example.
Uh, trading trading is a verygood example.
So there's principles andthere's practices, but the most
experienced traders will breaktheir pattern every once in a
while because they'll spotsomething, an opportunity, like,
oh yeah, and I did it that way.

(51:39):
And then the younger is like,oh, my god, you broke your
pattern.
It's like, no, no, there's anopportunity here, there's a
unique, there's an edge here.
You probably see this infighting right, some guy's
fucking nose breaks.
That's like an advantage,whatever, and I think that's
that's the thing.
It's like putting your fingerin there.
So you know, rick rubin, rickrubin, rick rubin like I think
he created, uh, he created r&band rap and he created the

(52:02):
industry.
But he's like a 30, 40 years inmusic, one of the most
well-known uh songwriter,producer in our world.
His whole thing is like comingin and looking at the whole
fucked up whole scenario andknowing where to put his little
touch.
You know, and that's the 40, 50years that he there's actually
another story I'll tell you.
Uh, you ever heard a story withum the x in the warehouse.

(52:25):
You'll love this.
So it's such a fable, but it'sa fucking great story.
So it's like the 90s, early2000s.
Uh, there's a factory and it'sbleeding money and it's losing
fifty thousand dollars or ahundred thousand dollars a month
.
And they're losing money, right.
And they hired this consultantand this guy.
They ring up and he goes yeah,I'll be.
And he's walking around afactory floor and they think, oh

(52:46):
, it could be this issue withthat pipe and this issue.
And he's like, no, it's notthat.
And then he looks at some likemassive container and he goes
over and he puts an X there andhe goes change that and you'll
fix all your issues.
So they say, okay, thank you.
And he said I'll send you.
The invoice arrives in themanager's desk and it says fifty
thousand dollars.
And the guy shits his pants andhe rings him.
He says what the fuck is upwith this fifty thousand dollars

(53:07):
?
He said it was one dollar forthe x.
Forty nine thousand ninehundred ninety nine for knowing
where to put it.
And that's the game, right?
It's knowing where to put thefucking x.
And there's not enough guysdoing that.
And you you said it perfectlyearlier, which was you said
indirectly andrew has a coach.
Andrew's been kickboxing hisentire fucking life but he still

(53:27):
has someone teaching him how todo it, and the worst trait you
can be an entire world is beuncoachable yeah, I think not
asking questions and not nottrying to improve and thinking
you know everything, you knowand that's.

We see that more and more and more and it comes
from those people.
The reason that they feel likethey know everything is because
they don't know how much thereis to learn.
You know, like they, they onlysee certain parts of it because
they're like again I'm gonna goback to that wounds thing
they're just teaching theirwounds because they haven't got
the depth, because they've neverbeen there.
So it's like that.
I talk about energy andfighting and I talk about how

(54:01):
you know a fight is is basicallya fight over energy, and most
people, like what you've beentalking about, like if I do this
, this and this, I'm gonna.
It's like you don't understandwhen you get to the higher
levels.
Everyone knows everything,everyone's good at everything,
everyone's in shape, everyone'sgot great cardio, everyone knows
how to throw every punch, everykick, every submission, every
take.
That they know everything.
It comes down to energy.

(54:22):
Like john jones is the best inthe world because of his energy,
not because of his technique,not because of his athleticism,
not because of any of that crap,and that energy becomes from
self-belief and becomes fromyour foundations.
It comes down from youbelieving you're the most
dangerous man alive.
That's it.
That's all it comes down to,and people can talk about it or
whatever.
But when you watch a and youlook at it from an energy
perspective, an outputperspective and trying to break

(54:44):
the other person's soul which iswhat you're trying to do when
you fight you see it differently, and that's why some people can
beat other people that are lesstechnical, that can beat other
people that are not as good.
Whatever it comes down to howmuch they want it, right, people
understand it.
When you split it that way, howmuch you want it compared to
how much you don't.
I against people way, way, wayworse than me because all they
did was want it and I was aboveit because my career was coming

(55:05):
to an end.
You see that when people likeyeah, they talk about how the.
The young lion eats the old lion.

Darren Lee (55:10):
It's because they don't want it anymore or like
when their jaw goes yeah, butthat's belief, though, right,
because they believe that, yeah,yeah listen, bro.

My jaw went because I believed I was the
most deadly man alive for themost the beginning of my career.
Even if it was bullshit, evenif it doesn't, it's not real, I
still believed it.
And then, as soon as I didn'tbelieve it, I got knocked out
straight away.
You know, I've seen people behit, kicked in there like like
the most ridiculous spinningheel kick to the jaw and he's

(55:39):
like nice took it.
I have hit people witheverything in my like whole aura
and they just take it becausethey believe they're
indestructible there's so muchto it you need to be completely
artistically delusional yeah,delusion is perfect at all
times with everything, witheverything you're trying to
achieve.
So fighting is a is adelusional sport, like, if you
want to be the best, you have tobe delusional.

(55:59):
You cannot be like, yeah, Iknew this and I knew.
No, you are delusionally,believe you're unstoppable,
which is not true.
Um, and it's the same withbusiness, the same with life,
same with anything.
If you want to achieve this, ithas to be.
That's why you say everyonesays, make your goals bigger.
Yeah, because it needs to be,um, delusional, completely
delusional, but you have tobelieve it.

Darren Lee (56:18):
That's the thing that's different you know the
the bell curve.
You know the bell curve memewhere it's on the left hand side
, the right hand side, the sageand the dumbass and then the guy
in the middle.
It's all complicated like youneed to be on, like.
I think that's why when youstart and you're completely just
a dumbass and you guys like ifyou looked at you lying on the
couch or lying on the floor,sleeping on the floor, anyone
with a brain would say that'sillogical.
But that illogical behaviorcreated this asymmetrical return

(56:43):
.
Right, and so funny.
Last week we just we doubled oursales team.
We now have six Six is quite abig for sales team.
And today we just had a lot ofguys joined and it was one of
the first meetings and the guywas like you know, in like a
month, like how, how many?
How many calls should we betaking a month?

(57:03):
There's two of themApproximately.
And I, how many, how many callsshould we be taking a month?
There's two of them, uh,approximately.
And I was like well, we want toget to here, this is where we
want to get to, and we'll needto take around three to five
hundred.
When we're here and the guylike loses his fucking mind and
I'm like I need to have thatbelief and I truly fucking
believe I can get there, by theway, and I need to have that
belief.
And then he's like shockedbecause he's like he thought I
was gonna say I'll be five oneweek and then five next week and

(57:24):
I was like, well, if there's 50over here, 500 over here, we'll
actually need eight more of you.
So, yeah, we're on thistrajectory.
That's 2026, but that's wherewe want to get to, and I think
let's like.
And then his, their feedback waslike like the energy is fucking
strong and I think it's justdelusion and it's not like
arbitrary, because like, there'sobviously a fucking strategy in
place.
Right, I'm not like actually,I'm not actually insane.

(57:46):
There's a difference there.
Right, there actually is astrategy behind that.
But I think just having thisreally wild effect is it's also
infectious.
Right, I went into a gym, funnyenough, a good guy for you to
meet.

He's not here anymore one of my friends is a
hypnotist, and hypnosis is hugefor firefighters, right?

Darren Lee (58:08):
yeah, it was for a while.
Yeah, it still is.

But at the end of the day.

Darren Lee (58:10):
It's belief, yeah right, and like whether you see
that the term has negativeconnotations, but the fucking
belief.
And uh, guy's a small guy, he'sa pretty, pretty skinny guy and
we're in the gym together doinglike four plates, five plates,
and he's working with like a lotof entrepreneurs and uh and
athletes, and I think the wholelogic is it's just belief.
Whether you believe it or not,you just gotta believe you can
do it.
And he hypnosis is interestingbecause it's like a thing that's

(58:32):
in that that they can pointthat you know you can point to
them.
Be like that's the thing thatgot you there, whether whether
you believe it or not.
But I'm pretty sure, like Alidid a lot of hypnosis and Tyson
Probably.
But you know Tyson's upbringing,right?
No, no, no.
So Tyson's coach was.
At least can you look up MikeTyson's coach.

(58:53):
Oh, um the white guy.

Yeah, I can't remember his name.

Darren Lee (58:58):
Yeah, whatever his name is, I remember his name
straight away, but he took himin at 12, 13 years old and
Tyson's upbringing was super,super bad, but they hypnotized
him oh, okay and they gave himthe belief that he was an animal
and every single time theywould sit down with him and he
would go through like hisbackground, his coach at least
what's his name, if you pull itup.
Freddie Grimm no.

(59:19):
Freddie yeah, but his backgroundwas in hypnosis.
Ah, okay yeah, it wasn't a box.
You mean, yeah, it wasn't inboxing, yeah and uh they
believed that he was an animaland he went through that process
over and over again oncostumado, costumado uh, until
he died.
Yeah, and then when he died, hestarted losing.

(59:40):
Um, they didn't have a way totame him.
Yeah, so he was in the tranceand then he never got out of it.
Yeah, so I.

I didn't know the hypnosis thing.
Obviously I know about customart, but it's uh, I mean, a
trance is just a, a state, right?
So it's like if you, if you'rehypnotizing yourself, you're
just putting yourself in adifferent state.
You want to call it a flowstate, you want to call it
whatever an amnestic state,whatever it is.
So this is something that everyfighter does pretty much.
You all have a state that yougo into into a fight.

(01:00:10):
So it's a very, very commonthing.
People just don't talk about ita lot, but that's why I believe
so heavily in affirmations andin belief.
So it's like if you saysomething over and over again
and you truly start believing init, you're more likely for it
to happen.
It's like basic right, but mostpeople won't believe in
affirmations and won't believein saying words out loud and not
understanding that.
You know they call it.

(01:00:31):
Everyone talks about words andhow they call it spelling,
because you're casting spells.
Everything that you say and youput into the universe is
something that you are puttingyourself into a certain trance.
So when you use affirmationsand you say them, like I used to
do it before training, forevery training session I would
say certain things and thatwould put me into a certain
trance or a certain flow stateor whatever.

(01:00:51):
To then go into that trainingsession and I.
The problem is people don't.
People think about it in combat.
They think about it in thefight.
So they'll do it, but you fightevery three months.
So how do you get good atputting yourself into a stance,
it's like into a place liketyson I didn't know about tyson.

Darren Lee (01:01:07):
He did every day.

Luke Barnatt (01:01:08):
I'm sure he did every day before every training
session, before every night, forevery morning.
So that's how you can trainyour brain, or train your mind
to become delusional, which iswhat it is it's delusion.
But if it's delusion that'sself-serving.
Who cares exactly?
So I have such a belief in itwas actually an american guy

(01:01:30):
that gave me the belief inaffirmations I went to uh,
what's the place where all themormons are?
Uh, utah, salt lake city she'slike fucking uh.

She's like uh, rogan , joe rogan's going to back utah
.

I was in salt lake city with a salesman.
He was at worked in propertyand he used to make his staff
every morning do affirmations.
And I was like a young guy Iwas fine, but I was young and I
was like what is this?
This is like voodoo, like I'dgo to his uh office and get
everyone standing in a circleand say these affirmations.
I used to used to think it wasridiculous, and I mean
ridiculous, very Americanized,very ridiculous.
And I was like why do you getthem to do that?

(01:02:08):
He goes, I put them in theright state before work.
They go out and they do salesand da, da, da, da.
I was like okay, okay.
And then I saw a sportspsychologist for a little while
and we spoke about it and I wentthrough this whole system and
then I started doingaffirmations myself and I would
just see it's like when you putyourself in a certain state and
you say certain things I don'tknow, you'll maybe know, because

(01:02:29):
I don't remember these thingsbut you then they say like
what's the whole red car thing?
If you talk about red cars, thenyou start noticing red cars
everywhere.
It's like if you start sayingcertain phrases every single day
to put yourself into a certainstate of mind, every single day
you start noticing opportunityrather than noticing problems.

That's how I got this watch, okay.
So all I wanted was like ayellow gold Rolex, and it's
super hard to get and I live inAsia.
There's no supply, there's nofucking supply.
And all I wanted was that.
And I was on like four differentwait lists in jakarta,
singapore and bangkok and all Ifucking wanted and I waited a
long time, dude, and I wasn'tjust in the moment my first 10k.
And then I came to london and Iwas like I fucking need.

(01:03:11):
I did.
I said it's the only thing Iwant, and I've had options to
get other ones that are waybetter and everything.
And then I walked into a placein soho and then I literally saw
it right there and then I waslike I don't give a fuck how
much it is, that's the one.
And then it turned out to havelike a lot of history with it
and all this kind of shit, and Iwas like I don't give a fuck,
it was this, it was that, it'sthat thing and it just becomes

(01:03:31):
true, it becomes your world.
You know what I mean and youneed to, you need to do that
right.
Whether it's materialistic, notmaterialistic, it doesn't
fucking matter, it's just thatbelief it's.

it's understanding what you want, identifying what
it is and then and then makingthings happen so that it happens
for you, right?
So I I think that's trainingthe mind, and getting good at
training the mind is a skill setthat people completely
underestimate, and they call itwoo woo.
You used the phrase woo outside, which made me laugh because I
use that phrase as well but theytalk about it being woo woo,
and it's the complete opposite.
You are told that to put youaway from it, to get you away

(01:04:03):
from it, to get you away from it.
Everything about vibration,about energy, about thought
patterns, frequency, it'severything.

It's everything in the world and everything in life
, and I think when people acceptthat it, starts them on this
journey of understanding andthen you can know where your
energy is best placed and whoseenergy is best placed for what
role Editing, design, salesmarketing you can placed and
whose energy is best placed forwhat role editing, design, sales
marketing.
You can see where you're bestpositioned, right and like I'm
best positioned, like, in thesesettings, in person, in events,

(01:04:31):
running events, I'm not bestpositioned fucking editing my
reels like I'm just not right.
And obviously there's a levelof awareness that comes up from
here.
Um, and I'll finish up at thispoint, but you mentioned with
the salt lake city people.
We do the same with our salesteam, which is what's our
intentions.
So we do intentions on a Mondayand then on Friday we review
the intentions based off of whatit is and we see the gaps.
So there's a bit of logic right.

(01:04:52):
So it's like how much you wantto sell, how much contacts you
need to hit a day a week, andit's.
The culture increases, and thenthe quality of the culture is
improved.
Everyone feels like they'relearning.
Yes, they're making money, butthey're learning and they're
learning from you.
So I want to say a massivethank you.
You're a fucking legend.
I feel like we could rip from acouple of hours, but I really

(01:05:13):
appreciate this, especially.
I'm leaving tomorrow and you'rea gentleman thank you very much
.

That's awesome, bro cheers.

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#299 Luke Barnatt - Why Smart Entrepreneurs Are Going All in on Content

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.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}#299 Luke Barnatt - Why Smart Entrepreneurs Are Going All in on Content