October 2, 2025 • 28 mins
Frank Sell shares his journey from manufacturing welder to successful entrepreneur, revealing how he transformed a simple idea into the "Get Shit Done" coffee brand. His story demonstrates that entrepreneurial success often comes from making decisive choices and persevering through challenges rather than waiting for perfect conditions.
• Started as a welder with employee number 5331, initially on track for a 30-year retirement program
• Purchased a $100 VHS tape to teach himself paintless dent repair after company changed retirement benefits
• Still runs his successful hail damage repair business as his main income source
• Created Baby Beard Club selling therapeutic beard oils, including a "Get Shit Done" variety
• Launched Get Shit Done Coffee after placing a sticker on coffee bean bag, generating immediate interest
• Uses coffee as a vessel to share his story of perseverance and inspire others
• Integrates his personal philosophy into product messaging like "Make America Grind Again"
• Built his business by networking and finding talented people who make him "look smart"
• Believes in giving your best effort in everything - "there's no miles left when I'm done"
• Emphasizes that entrepreneurship requires making a decision and then making it right through hard work
Visit homeofthehustle.com/playbook to download Frank's free five-step process guide and get a discount on Get Shit Done Coffee.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_02 (00:00):
I what kind of caveat?
(00:00):
I've got this one called GetShit Done.
Yeah, they're gonna be like,what the hell's that?
And they're gonna wanna try it,and it also is gonna be
something that sticks in theirmind.
From real estate market as awhole state, sometimes we'll
affect the real life.
We all learn in this.
If you think about it, WayneDyer might not attract everybody
(00:24):
and everything in between.
The mission was really to helppeople just to reach their full
potential.
SPEAKER_00 (00:29):
The Brad Wiseman show.
And now your host, Brad Wiseman.
SPEAKER_02 (00:35):
Alright.
Yes, this is gonna be a coolshow.
Do you drink coffee?
I do.
Every morning.
Yes.
Every morning.
One cup or two, or do you drinkall day?
Uh all of it.
It helps me kickstart my brainand my vowels.
He did not say vowels.
(00:56):
He said bowels.
Just saying, right?
Is that what you said?
Yes.
Okay.
Just making sure.
Could people be like, it kicksit, it starts its vowels?
How does that work?
So, no, we have a really goodguest today, Hugo.
Uh his name is Frank Sell.
You're gonna be excited to meethim.
He's got this brand of coffeecalled Get Shit Done that is
really, really cool.
And uh his whole story of how hegot to where he is right now
(01:18):
making coffee or or producingthis coffee for uh you can get
it in the beans, you can get itin the in the curry cup type
thing.
They also have this cold brew.
We actually have you right herein front of us.
But we're gonna we're gonna meethim right now.
His name is Frank Sell, and he'sgonna tell us a little bit about
how he got started in thiscoffee business.
Hey Frank, how you doing?
Man, I'm doing great, Brad.
Uh it's uh it's a blessing to behere.
(01:39):
Well, I we're we're blessed tohave you, actually.
Yeah, we've been reading aboutyou for quite some time.
I know we tried a couple times,I think, before our schedules
didn't meet up, uh, but you'vebeen kind of doing the podcast
uh tour.
I've seen that too, which isgood.
And uh no, you know, I orderedyour your coffee as soon as I we
we knew you were coming on theshow.
I thought, you know, I alwayslike to buy the product and
(02:01):
check it out.
And I have to tell you, it's areally good cup of coffee.
It's a it's really good.
And and my wife, I'm not a bigcold brew guy, but um it, you
know, my my wife tried it and mydaughter, they put her on it on
some ice and and they loved it.
So you gotta you're starting offgood with a good product, let's
put it that way.
SPEAKER_01 (02:20):
Yeah, I appreciate that.
That's I just know talentedpeople.
I I don't have any hand on that,but you know, I know I have
talented friends.
SPEAKER_02 (02:27):
Oh, that's awesome.
That's awesome.
But it wasn't always coffee, andthis is the part that I thought
was kind of interesting.
When I looked on your websiteand I see that the different
steps that you took, the path isnot the normal path to get to
being an entrepreneur and makingcoffee or or having a brand this
way.
You don't make the actual beansand stuff, but you know, the
actual branding that you haveand get shit done, man.
(02:50):
You can't that that that's agreat name, great brand.
But let's go backwards a littlebit and talk about you know, you
don't come from that type ofupbringing.
You your dad was a truckmechanic and you decide you were
gonna do welding.
So give me a little bit of thebeginnings of your of your
career, your life.
SPEAKER_01 (03:07):
Yeah, I mean, so like most of us that grew up
back in the 1900s, you know, ourparents told us to get an
education or pick a tradebecause uh growing up, you know,
back then our mindset was youget a job and you stick with it
for 30, 40 years and get a pinchand retire.
So, you know, by all standards,I was doing what I was raised to
do.
I knew a higher education,college was not a good
(03:30):
investment for me.
Uh, I hated sitting in school asit was because you know, I
already knew everything.
I was as smart as I need to be.
Um, so did you have a beard thenin fourth grade or fifth grade,
or was the beard later?
Well, it was it was uh it was inin deployment.
Um it was still no, I didn'thave a beard.
I was a baby face until until Istarted growing a beard.
(03:52):
Yeah, no, that's fine.
SPEAKER_02 (03:53):
So go ahead.
So yeah, so you're in height, soyou you you decide you're not
gonna go to college or whatever.
So what happened then?
SPEAKER_01 (03:58):
Yeah, so I I looked at um you know, the school
counselor, we looked atdifferent ideas, and welding
seemed like a good idea for mebecause you could always make
decent money if you're good, youcould always find a job.
Uh, so I did that, and I becamea welder, uh manufacturing
welder.
And the last job that I had, Istarted Valentine's Day 1994,
(04:21):
employee 5331.
Uh, I haven't had that job forover 20 years, but I remember
that because I felt like anumber.
And I also remember I startedwhen I was 18 years old.
And what was important aboutthat is this company at the time
had a 30-year retirementprogram.
So I was going to retire at 48with a full pension, insurance
benefits.
(04:41):
Um, you know, my early 20s, Ihad four weeks paid vacation.
I was you know, living thedream, yeah.
Doing what I was told that I waswas was the target, the goal.
Um, but I realized shortly afterthat uh the dream that I was
sold was built on sand, thefoundation.
And what I mean is that thecompany got sold.
(05:02):
And when a lot of timescompanies get sold, they want to
change benefit packages to showincreased profit or just move
the peanut shell game, movestuff around to make it look
good.
So that meant that they theychanged retirement to where you
had to work until you're 55, nomatter what.
That would have been 37 yearsthat I would have to be a
welder.
And I, you know, I was like,there's no healthy retired
(05:22):
welders, you know, that there'sthere's they don't have the
lifestyle that I want.
And so at the end of the day,he's like, you know, I have a
decision to make.
I either have to be willing toaccept what they're they're
gonna give me or takesovereignty, take ownership of
my future.
And so I I knew some guys thatfixed hell damage on cars.
We live here in central Kansas,and that's kind of tornado
(05:45):
alley, it storms every year.
Um, and so I knew these guysthat fixed hell damage.
I knew they made six figures,multiple six figures a year, and
my simple thought process um wasjust that, well, they're just
working with their hands, andit's just metal.
My hands are pretty smart.
So my buddy, I asked my buddyabout really, he asked me about
(06:05):
training before I asked him.
He asked me a few times to trainto to become a paintless dent
repair, is what the what theycall a technician.
Yeah um, but it just neverworked out because I was I was
living the dream, right?
I was in my early 20s, makinggood money, had the benefits.
Um, I didn't want to mess thatup.
I said, nah, not right now.
(06:25):
And so after the company gotsold, they changed the benefits,
and you know, I kind of madethat decision.
I want to do somethingdifferent.
Um, they weren't willing totrain because they had trained a
couple guys that hadn't workedout.
But the guy told me, he said,Well, there's just there's this
video tape, you can you can findit here.
I can't remember if he gave me aphone number or website, you
know, it was that long ago.
And I called the place, I boughta hundred dollar VHS tape.
(06:49):
Oh my god, use tools to learnthis trade.
Oh take time two or three nightsa week after work, and it it was
really funny because I didn'thave a setup at home.
I would watch the video at home,and then I would go in town to
my dad's truck repair shop andwork on a scrap hood or
something.
Now I did this for months andmonths, and there was a there
(07:12):
was a voluntary layoff comingup, and I had reached out to
this guy and said, Hey, there'sa volunteer's layoff coming up.
I can come, I can come assistyou and do the what what's
called the RI process, which isremove and install all the parts
to give them access to fix thehell damage.
So that's kind of like thejourneyman phase to get into the
(07:33):
industry.
And he said, Yeah, that'd begreat.
There's a big storm in Dallas in2003.
Um, my first child was on theway in 2003.
Um, and so I volunteered forlayoff, drive to Dallas, I get
to Dallas, and old boys like,Well, sorry, but so-and-so's
brother took the spot.
You know, I can't really domuch.
So that was kind of the firstlesson in business, also, is you
(07:56):
know, not taking thingspersonal, but taking them
professional.
And then I didn't I didn'tunderstand this was part of the
sales process, but I gave himthe old okay, well, who do you
know?
Yeah, so leveraging your networkto find you know the next sale.
So he he referred me to a guythat he knew that I could go
help them with the process oftaking the cars apart, and
(08:16):
during that, you know, build arelationship with them.
And you know, I'm in my mid mylate 20s, and I'm excited.
Hey man, I bought this videotape, I've been training myself,
I've been learning.
You know, if you're okay, I I'llI'll fix some dense, you know,
small stuff just for practiceand to help you out.
So I started doing that, and helooked at me and he's like,
dude, why aren't you doing thisfull time?
(08:38):
I said, Well, because my buddytold me I couldn't be any good
because nobody trained me.
He's like, Well, you're doingwork that I was doing when I
started.
He's like, You need to be doingthis.
So I called my friend and Isaid, Hey, so-and-so, you know,
your buddy, he said that uh I'mpretty good, I can do this, you
know, as a career.
And I'd like to come help youguys because you're my friend.
(08:59):
And he just laughed at me.
He said, Well, it'd be too muchlike training you.
And so the next week I loaded myshit, drove home, and started my
business.
Like on the coffee, like thecoffee can says, I beat the damn
street so hard, I swear I get abill for the potholes.
That's great.
SPEAKER_02 (09:15):
No, and you you know what's funny about that as I'm
listening to your story, you youknow, you didn't go to college,
but as far as I'm concerned,from from the welder to that
where that story ended there,that's a college education.
Oh, yeah, you you learned somuch in that period of time of
because of getting turned down,um, you know, failure, um, you
(09:37):
know, getting um, you know,different things like just the
the VHS tape and looking atthat.
You you figured things out onyour own, which is pretty
amazing.
SPEAKER_01 (09:46):
Yeah, I think people have a way of of simplicating
things.
That's a combination of makingsimple things complicated, yeah.
Because I really think it'stheir ego trying to protect
themselves um from looking sillyor stupid.
Um, but I was just blessed witha level of ignorance I didn't
really care on Frank Cell.
I I get that from my dad.
So my dad's been self-employedsince 1977, uh single man uh
(10:11):
truck shop working on bigtrucks, semis.
So I had that example, um, youknow, just the perseverance and
resiliency that it takes youknow to take action and do it.
Yeah, it's awesome.
SPEAKER_02 (10:21):
So then so you go from that, and then you got out
of the L, you got out, it wascalled Allied Dent Removal, I
think is what you had you hadcalled it or something like
that.
Is that the name of it?
SPEAKER_01 (10:29):
Yeah, and I'm still that's still my main income
source.
So you still do that?
SPEAKER_02 (10:33):
Mm-hmm.
Yeah.
Okay, see, this is what'sinteresting.
When I'm reading your websiteand all this stuff, I'm thinking
that you those things are done,and you you're you're not doing
that anymore.
No, you're still doing that.
SPEAKER_01 (10:45):
Yeah, it's uh it's a very lucrative business.
You're working with insurance.
SPEAKER_02 (10:49):
Well, aren't you guys is it dense like like when
you have a hail storm, thosekind of dense on a car?
Uh-huh.
And you guys get a lot of hail.
Yeah, yeah.
So that's a very lucrativebusiness out there.
Yeah, it just hailed um a weekor so ago, a late late season
storm.
We get it like once every sooften, and it's like this little
stuff, you know.
It it's oh yeah, that's funny.
Yeah, because you guys get a lotof it from because when there's
(11:11):
tornadoes, there's hail always.
Almost always.
Yeah, the majority.
Yeah, yeah, yeah.
SPEAKER_01 (11:16):
So we have a storm that'll put me in the next year
with repairs.
Oh my gosh.
That's incredible.
It's hard to walk away from.
I I have to sell a lot of coffeeto do that recovery.
Yeah.
Uh-huh.
I love it.
SPEAKER_02 (11:29):
I'd love it.
Well, maybe you'll get to thatpoint.
Who knows?
You know, maybe we'll replacethe uh the dents with coffee.
How's that?
You get that way.
SPEAKER_01 (11:36):
So then I'd like to, but I just don't know that I
could because I've worked withthe people that I work with for
20 years.
Yeah, I do a lot of subcontractstuff, so it'd be hard to watch.
SPEAKER_02 (11:47):
That's awesome, man.
It's really cool.
So then you also then there'sanother thing.
Then you this you start anothercompany called Baby Beard Club.
Or this it's this beard oil.
Yeah.
Is that still going?
SPEAKER_01 (11:58):
No, it's it's what they call parked.
The website is still there.
Um, I parked it um because theshiny object syndrome, when you
know, kind of when I found mypony, my racehorse, I jumped on
it.
Yeah.
And that's what the coffee brandis.
So the the beard club that camefrom I started Home of the
Hustle Facebook page, kind oflike just like what we're doing
(12:20):
here.
I would, I didn't know what Ididn't know.
I had been self-employed, but Ididn't have enough cash flow,
positive cash flow.
I didn't have dividends, Ididn't have recurring revenue
coming in.
Um, so at the end of the day, Iknew that as I matured that I
needed something to make moneywhile I sleep.
Um, you know, I could do realestate, I could do all kinds of
different things.
(12:40):
Um, but for the speed and theheight of the ceiling for
growth, I thought, man, doing abrand or doing something online
is really the way to go.
So I started the Facebook page,Home of the Hustle, where
Facebook Live was really popularat the time.
So Facebook would really pushlive videos in the algorithm.
(13:00):
And I started Home of the Hustleon Facebook where I would
interview people that domarketing and branding or
websites, e-commerce.
So basically, the questions thatI had on how to grow an online
brand and business, I would findsomebody that knew them,
interview them, and build up mynetwork, and then also build up
some influence or an audiencethat kind of looked to me for
answers or ideas and so on.
(13:23):
Uh, and never really had a wayto monetize it right until one
time um we made some homemadebeard oil, and the first night
that I used it, I slept reallygood.
SPEAKER_00 (13:33):
Oh wow.
SPEAKER_01 (13:35):
So I I asked what what happened, why did that
happen?
And I have a I have a habit ofwhen I get an idea, I'll go to
GoDaddy and look for a domainaround the name.
So I already ownedbabybeardclub.com, and in the
marketing aspect, you know, youcan have one bottle of product
in 10 different ways to marketit.
(13:56):
Right.
And what I noticed at the timeis all about fake machismo
manhood BS.
You know, I got skinny pants anda flannel shirt, I'm a I'm a
man, hear me roar, kind ofstuff.
I was like, that's that's aboutas phony as it gets, you know,
whiskey barrel makes you manly,or tobacco, the flavor, the
aromas.
Yeah, and so what I realized iswhen I slept really good and I
(14:17):
asked what happened that if it'sa natural beard oil, it uses
essential oils to create thearoma, but nobody is leveraging
the therapeutic effect ofessential oils.
So all the beard oil wasmarketed and formulated around
its therapeutic effect, and ithad a nighttime beard oil.
I'd have guys message me thatwhen they hold their infant next
(14:37):
to their beard, they calm downhere.
SPEAKER_02 (14:40):
So inside the oil was these ascent, it was oil was
essential oils, which basicallywas there was stuff in there
that was a calming, calmingagent that worked through uh
aroma.
Yeah, it's like aroma.
SPEAKER_01 (14:50):
Your beard is like a facial diffuser.
Oh my gosh, that's crazy.
And so I had a daytime one thatwas called Get Shit Done.
It has that and different thingsto help wake you up and help you
focus.
Um, so that's where the get shitdone part of the coffee comes
from, is just that branding.
So, what I realized throughthrough the beard oil is we
(15:12):
talked about the recurringrevenues, the monthly recurring
revenues, and so on, is thatguys really only order beard oil
three, six, three months, sixmonths, twelve months.
Um, you know, so it's notenough.
Yeah, it's not it's not enough.
Um and the audience, it was justreally tough.
It's a really, really toughmarket.
(15:32):
Um, and I know coffee's a toughmarket too.
Um, but it also allowed me toreach them in with my message.
You know, I'd started um a pageand website called Armed Up Man,
and really it was my journey toyou know to manhood, you know,
when I met Christ.
And what I what I reallyunderstood, you know, what a
real man is, you know, um, youknow, he's patient, he's kind,
(15:54):
but he's also a tough mother,you know.
SPEAKER_02 (15:56):
Yep, absolutely.
That's really cool.
You know what that is sointeresting, the whole thing
with the oils and and how thisall thing is like kind of
circling in here.
You know what when you saidabout the coffee thing, what I
found, and and I don't know ifif this is happening and and I'm
just seeing it happen or what,but I'm so I'm kind of sick of
(16:16):
like the normal coffee, everydaycoffee.
And to me, this is like aboutique coffee, if you want to
call it that.
Okay.
Yeah, I'm gonna call it aboutique coffee.
And the reason being is becauseit almost gets kind of fun.
Like, you know how craft beerstarted, you know, how it became
like kind of fun to try adifferent beer.
That's the way I'm kind ofgetting with the vibe of this
(16:38):
coffee thing, is that you know,if somebody comes over to my
house and they want a cup or myparents come or whatever, you
can say, I got, I got what kindof coffee?
Yeah, I've got this one calledGet Shit Done.
You know, they're gonna be like,what the hell's that?
And they're gonna want to tryit, and it also is gonna be
something that sticks in theirmind, you know, and it actually
tastes good.
That was the one thing I waswaiting for when I tried the
(16:58):
first cup of coffee in themorning.
And I drink a cup every morning,I make my wife's coffee every
morning too.
And I and I'm smelling this.
I'm like, smells good, you know.
Then I drank it and I'm like,eh, tastes good, you know.
So it's it's it's really coolthat you have a product that uh
that is that that is actually agood product, you know.
It's not like it's just thebrand, it's it's the brand and
the product that's very good.
SPEAKER_01 (17:19):
Well, and that's kind of where it all started,
you know.
Me personally, I wouldn't sellsomething that I don't drink or
wouldn't use myself, or Ipersonally know that it's a it's
a world-class product.
Um, and I like I said earlier,that comes from just showing up,
as I say, show up, find friendswho do cool shit and get shit
done.
So I was at a net at anetworking deal that happens
(17:40):
every Wednesday across thecountry called Million Cups.
And I met some guys that inWichita, Wichita cans, this they
had started a co-packing companywhere they contract can the
canned coffee.
So they had their own in-housebrand, but then they also canned
for other other like name brandsthat you would know.
(18:02):
I can't I know, but I can't saythat's okay.
Yeah, so we just become buddies,you know.
It was finding the cool friendspart.
Yeah, we met at this networkingdeal, and you know, I was buying
coffee beans from them for mypersonal use.
They were buying get shit donebeard oil for the for
themselves.
And so one day I had a bag oftheir coffee beans laying on my
(18:25):
desk, and I had just orderedsome stickers that we give away
with the with the beard oilorders that say get shit done.
And I I literally I had a bag oftheir coffee.
So if you're listening on thepodcast on the on the YouTube or
the video, yeah, you can seethis.
I put a get shit done sticker,and it didn't say coffee, it
said baby beard club on it.
(18:45):
And I I put that on a bag ofcoffee, posted on Facebook, and
because I had this home of thehustle audience, everybody was
like, dude, are you selling getshit done coffee?
How do I buy it?
SPEAKER_02 (18:55):
Yeah, and it well, it make it it makes sense.
The name is is a is aggressive.
Coffee is typically aggressive,yeah.
Kind of a and we all drink it.
SPEAKER_01 (19:06):
I mean, you know, we really do.
Yeah, so I I instantly saw theconnection between the hustle
and the coffee.
And I had like five bags layingthere.
I put stickers on them and soldon my friends.
I called the guys in Wichita, Isaid, Can I private label your
beans?
And like, well, yeah, that'swhat we do.
So I I bought a grinder and Istarted selling whole beans and
grinds out of home.
Oh my god.
(19:26):
I asked them, so how do we makea canned coffee?
Because that's their mainbusiness.
So they gave me the kind ofdifferent options of how to get
started with that.
And September of 2020, we hadour first pallet, which is about
3,000 cans of the coffeeproduced and sold it all in five
weeks with no ads.
Um, just because I've beenhyping it up, you know, through
(19:47):
social media that we're doingthis, and people were getting
behind our story that holy shit,he's doing this?
How do you do that?
You know, so it's just you justfind a way.
SPEAKER_02 (19:56):
Yeah, it's it's great.
It really is good.
I like it.
And I like, you know, there's alot, I love there's a lot of tag
stuff in here.
I like it's also very patriotic.
You you have make make Americagrind again.
You'll probably catch hit forthat.
Um that's another MAGA.
Nobody wants to hear any otherMAGAs, of course.
Yeah, but uh I'm fine with it.
Um, Make America Grind Again.
(20:17):
And then the other thing here,it says um, I love this here.
It says, Coffee can your yourcompany continues to grow,
promoting a message ofperseverance, courage, and
self-improvement.
It's dedicated to supportingdreamers, doers, hustlers
everywhere, advocating for uhfor a mindset of facing fears
and relentlessly pursuing one'sgoals.
So there's like a whole attitudebehind it or a whole positive
message behind the brand.
SPEAKER_01 (20:39):
Yeah, and it's like we discussed uh me, I'm Frank
Sell, I'm not selling coffee,I'm selling my story of doing it
scared, and basically it's it'sI'm selling permission and
inspiration to get shit done andmake America grind again.
You know, back back in the daywhen we were just we were too
damn busy, we were working hard,we were in a mining our own
(20:59):
business, you know, didn't haveall this riff-raff going on
today.
Yeah, because people were morefocused on themselves and more
focused on like a dream or agoal or their own family.
Um, so I'm not selling coffee.
Coffee is the commodity, but I'mselling that story that I bought
a hundred dollar videotape.
And so I've had people reach outto me that they have started
(21:20):
their own brands, they havemoved across the country to to
start pursue, you know, theirpotential, pursue some idea.
And they send me messages allthe time, like, man, I thank
you.
I you know, I appreciate you,because uh every little step of
the way, you know, we we weretalking um, you know, about how
do we even do this?
So part of it was like it's kindof biblical, building your your
(21:44):
house before you need it,really, before you start a
family.
And so I've been building thisnetwork of people that are
really talented and know whatthey're doing that just make me
look like I'm really smart.
So I can lean on them.
It's like you have like on youron your desk, you have the the
box of the K cups, and I canshow you right here.
Um I simply bought a a gift box,yeah, put uh took the label off
(22:10):
of one of the bags of coffee,drew some dimensions, put what I
wanted to say on there, um, andthen sent that to my VA in the
Philippines, and she kind ofdesigned it all up, and then
next thing you know, we have youknow a K cup brand and wrapped
into all of the is messaging.
It's like that's called theExtra Mile Espresso.
(22:32):
Yeah, and you can see on thelabel it says the only problem
with the extra mile is thinkingthat it's extra.
And so my beliefs and my purposeare integrated into the products
because I think the extra mileis just a marketing ploy.
Me personally, I'm gonna giveyou my best, I'm gonna give you
my all.
There's no there's no miles leftwhen I'm done.
Yeah, you know, with my hellrepair business or you know,
(22:54):
with a personal relationship,whatever it is, why would I hold
back just so I could sell you alittle bit extra and make you
feel good?
SPEAKER_02 (23:01):
That's awesome, man.
I I love I love the whole thing.
I really do.
And and the other thing was themission for the company uh is to
re reignite America's passionfor hard work and perseverance
through our story ofentrepreneurship.
Uh, we aim to show theresilience and hard working
grind of, I love the grind partput in there, grind of American
culture is making a comeback.
Show up, build a community, andget shit done.
(23:22):
Absolutely.
I mean, it's just cool, man.
I I you know, I think the thecoffee is the vessel to get in
the door to talk about whatpeople can do if they put their
mind to it.
SPEAKER_01 (23:33):
Oh, a hundred percent it is, and it's I don't
even realize that I'm doing itas I'm doing it.
Um, but I I guess I do havepeople, they reach out, they
they just they really connectand resonate with how I tell the
story, and I don't thinkanything about it or think much
about it.
I just kind of think and try tofind the simplest way to get
(23:54):
something done, or you know,because dad always said work
smarter, work harder.
And he also said, You don't makemoney when you sell something,
you make money when you buy it.
SPEAKER_02 (24:03):
Exactly right.
It's about that's the same forreal estate, too.
They always tell you, you don'tmake money in real estate when
you when you sell the house, youmake it when you buy it.
That's so true.
So true.
Your dad's a smart guy.
SPEAKER_01 (24:14):
Yeah, he's he's a he's a man, he's a canful, he's
he's super smart.
Um, and he don't put up with noBS.
It's funny.
SPEAKER_02 (24:21):
So, what do you what do you say to anybody out there
has an idea, an entrepreneur orsomebody that's not even an
entrepreneur yet, or whatever.
They have an idea and they andthey they're just not sure how
to go about it, or they'rethey're uh they're scared or
whatever, or you know, what whatkind of advice would you give?
SPEAKER_01 (24:37):
Um you know what I've kind of noticed, and
especially like with thiscoffee, is most people like
their egos want to complicate itand and want they think that
they have to have a businessplan, they have to have
everything figured out, have allthis stuff you know lined up
before you even start.
And really, what I've found, youjust like my hail repair
(24:59):
business, the hail damage, youmake a decision and then you
make the decision right.
So whether it was a gooddecision or bad decision,
whatever it is, you followed upwith enough effort that it's the
right decision at the end of theday because you worked your ass
off to make sure of that.
Um, so the other thing is thatthe only validation that you
really need is somebody willingto hand you money for your
(25:19):
product or idea and build fromthere.
Yeah, that's good stuff.
Good stuff.
SPEAKER_02 (25:24):
Hugo, do you have any questions for me?
Oh, inspiring.
No, that's a cool story.
Yeah, it's very inspiring, verygood.
You have a great story to tell.
So, uh, how do we how do we getyour we're gonna wrap it up
here, but we wouldn't tellpeople how do we get the coffee?
How do we find your storyonline?
SPEAKER_01 (25:38):
Yeah, so the best way is gonna be our website has
our story and it has our sociallinks on there.
Um, and then we also I kind ofmade a little five-step process,
uh download that's free.
You guys can have that just aprocess to help me after after
reflection and you know 23 yearsin business uh understand what I
(25:59):
did to get where I'm at.
So there's a little playbookthat they can download.
There's also a um a discount onthe coffee, but it's home of the
hustle.com forward slashplaybook.
SPEAKER_02 (26:09):
Awesome.
That's great.
We'll have to make sure we getthat out there.
I appreciate your time, Frank.
It was a great conversation,very encouraging.
Uh, I love the coffee.
I will be buying more of it andwe'll be spreading it out.
I'm probably gonna keep thishere on my desk for quite some
time and talk about it.
Help you out and get some morecoffee sales.
How's that?
That sounds awesome.
I love it.
Awesome, man.
All right, thanks so much.
(26:29):
I appreciate it.
My pleasure.
All right, Frank Saddle, home ofthe hustle.
This is Get Shit Done Coffeeright here.
Hugo, you gotta get some of thiscoffee.
You're gonna love it.
It's really good stuff.
But yeah, so check it out, GetShit Done Coffee.
You can find it online, purchaseit, and then also read the
stories, read everything thatyou see on the website.
(26:50):
There's just so much greatcontent.
Uh, you're gonna love it.
But that's about it.
We'll see you next Thursday, 7p.m.
Thanks for joining us.
I what kind of caveat?
(00:00):
I've got this one called GetShit Done.
Yeah, they're gonna be like,what the hell's that?
And they're gonna wanna try it,and it also is gonna be
something that sticks in theirmind.
From real estate market as awhole state, sometimes we'll
affect the real life.
We all learn in this.
If you think about it, WayneDyer might not attract everybody
(00:24):
and everything in between.
The mission was really to helppeople just to reach their full
potential.
SPEAKER_00 (00:29):
The Brad Wiseman show.
And now your host, Brad Wiseman.
SPEAKER_02 (00:35):
Alright.
Yes, this is gonna be a coolshow.
Do you drink coffee?
I do.
Every morning.
Yes.
Every morning.
One cup or two, or do you drinkall day?
Uh all of it.
It helps me kickstart my brainand my vowels.
He did not say vowels.
(00:56):
He said bowels.
Just saying, right?
Is that what you said?
Yes.
Okay.
Just making sure.
Could people be like, it kicksit, it starts its vowels?
How does that work?
So, no, we have a really goodguest today, Hugo.
Uh his name is Frank Sell.
You're gonna be excited to meethim.
He's got this brand of coffeecalled Get Shit Done that is
really, really cool.
And uh his whole story of how hegot to where he is right now
(01:18):
making coffee or or producingthis coffee for uh you can get
it in the beans, you can get itin the in the curry cup type
thing.
They also have this cold brew.
We actually have you right herein front of us.
But we're gonna we're gonna meethim right now.
His name is Frank Sell, and he'sgonna tell us a little bit about
how he got started in thiscoffee business.
Hey Frank, how you doing?
Man, I'm doing great, Brad.
Uh it's uh it's a blessing to behere.
(01:39):
Well, I we're we're blessed tohave you, actually.
Yeah, we've been reading aboutyou for quite some time.
I know we tried a couple times,I think, before our schedules
didn't meet up, uh, but you'vebeen kind of doing the podcast
uh tour.
I've seen that too, which isgood.
And uh no, you know, I orderedyour your coffee as soon as I we
we knew you were coming on theshow.
I thought, you know, I alwayslike to buy the product and
(02:01):
check it out.
And I have to tell you, it's areally good cup of coffee.
It's a it's really good.
And and my wife, I'm not a bigcold brew guy, but um it, you
know, my my wife tried it and mydaughter, they put her on it on
some ice and and they loved it.
So you gotta you're starting offgood with a good product, let's
put it that way.
SPEAKER_01 (02:20):
Yeah, I appreciate that.
That's I just know talentedpeople.
I I don't have any hand on that,but you know, I know I have
talented friends.
SPEAKER_02 (02:27):
Oh, that's awesome.
That's awesome.
But it wasn't always coffee, andthis is the part that I thought
was kind of interesting.
When I looked on your websiteand I see that the different
steps that you took, the path isnot the normal path to get to
being an entrepreneur and makingcoffee or or having a brand this
way.
You don't make the actual beansand stuff, but you know, the
actual branding that you haveand get shit done, man.
(02:50):
You can't that that that's agreat name, great brand.
But let's go backwards a littlebit and talk about you know, you
don't come from that type ofupbringing.
You your dad was a truckmechanic and you decide you were
gonna do welding.
So give me a little bit of thebeginnings of your of your
career, your life.
SPEAKER_01 (03:07):
Yeah, I mean, so like most of us that grew up
back in the 1900s, you know, ourparents told us to get an
education or pick a tradebecause uh growing up, you know,
back then our mindset was youget a job and you stick with it
for 30, 40 years and get a pinchand retire.
So, you know, by all standards,I was doing what I was raised to
do.
I knew a higher education,college was not a good
(03:30):
investment for me.
Uh, I hated sitting in school asit was because you know, I
already knew everything.
I was as smart as I need to be.
Um, so did you have a beard thenin fourth grade or fifth grade,
or was the beard later?
Well, it was it was uh it was inin deployment.
Um it was still no, I didn'thave a beard.
I was a baby face until until Istarted growing a beard.
(03:52):
Yeah, no, that's fine.
SPEAKER_02 (03:53):
So go ahead.
So yeah, so you're in height, soyou you you decide you're not
gonna go to college or whatever.
So what happened then?
SPEAKER_01 (03:58):
Yeah, so I I looked at um you know, the school
counselor, we looked atdifferent ideas, and welding
seemed like a good idea for mebecause you could always make
decent money if you're good, youcould always find a job.
Uh, so I did that, and I becamea welder, uh manufacturing
welder.
And the last job that I had, Istarted Valentine's Day 1994,
(04:21):
employee 5331.
Uh, I haven't had that job forover 20 years, but I remember
that because I felt like anumber.
And I also remember I startedwhen I was 18 years old.
And what was important aboutthat is this company at the time
had a 30-year retirementprogram.
So I was going to retire at 48with a full pension, insurance
benefits.
(04:41):
Um, you know, my early 20s, Ihad four weeks paid vacation.
I was you know, living thedream, yeah.
Doing what I was told that I waswas was the target, the goal.
Um, but I realized shortly afterthat uh the dream that I was
sold was built on sand, thefoundation.
And what I mean is that thecompany got sold.
(05:02):
And when a lot of timescompanies get sold, they want to
change benefit packages to showincreased profit or just move
the peanut shell game, movestuff around to make it look
good.
So that meant that they theychanged retirement to where you
had to work until you're 55, nomatter what.
That would have been 37 yearsthat I would have to be a
welder.
And I, you know, I was like,there's no healthy retired
(05:22):
welders, you know, that there'sthere's they don't have the
lifestyle that I want.
And so at the end of the day,he's like, you know, I have a
decision to make.
I either have to be willing toaccept what they're they're
gonna give me or takesovereignty, take ownership of
my future.
And so I I knew some guys thatfixed hell damage on cars.
We live here in central Kansas,and that's kind of tornado
(05:45):
alley, it storms every year.
Um, and so I knew these guysthat fixed hell damage.
I knew they made six figures,multiple six figures a year, and
my simple thought process um wasjust that, well, they're just
working with their hands, andit's just metal.
My hands are pretty smart.
So my buddy, I asked my buddyabout really, he asked me about
(06:05):
training before I asked him.
He asked me a few times to trainto to become a paintless dent
repair, is what the what theycall a technician.
Yeah um, but it just neverworked out because I was I was
living the dream, right?
I was in my early 20s, makinggood money, had the benefits.
Um, I didn't want to mess thatup.
I said, nah, not right now.
(06:25):
And so after the company gotsold, they changed the benefits,
and you know, I kind of madethat decision.
I want to do somethingdifferent.
Um, they weren't willing totrain because they had trained a
couple guys that hadn't workedout.
But the guy told me, he said,Well, there's just there's this
video tape, you can you can findit here.
I can't remember if he gave me aphone number or website, you
know, it was that long ago.
And I called the place, I boughta hundred dollar VHS tape.
(06:49):
Oh my god, use tools to learnthis trade.
Oh take time two or three nightsa week after work, and it it was
really funny because I didn'thave a setup at home.
I would watch the video at home,and then I would go in town to
my dad's truck repair shop andwork on a scrap hood or
something.
Now I did this for months andmonths, and there was a there
(07:12):
was a voluntary layoff comingup, and I had reached out to
this guy and said, Hey, there'sa volunteer's layoff coming up.
I can come, I can come assistyou and do the what what's
called the RI process, which isremove and install all the parts
to give them access to fix thehell damage.
So that's kind of like thejourneyman phase to get into the
(07:33):
industry.
And he said, Yeah, that'd begreat.
There's a big storm in Dallas in2003.
Um, my first child was on theway in 2003.
Um, and so I volunteered forlayoff, drive to Dallas, I get
to Dallas, and old boys like,Well, sorry, but so-and-so's
brother took the spot.
You know, I can't really domuch.
So that was kind of the firstlesson in business, also, is you
(07:56):
know, not taking thingspersonal, but taking them
professional.
And then I didn't I didn'tunderstand this was part of the
sales process, but I gave himthe old okay, well, who do you
know?
Yeah, so leveraging your networkto find you know the next sale.
So he he referred me to a guythat he knew that I could go
help them with the process oftaking the cars apart, and
(08:16):
during that, you know, build arelationship with them.
And you know, I'm in my mid mylate 20s, and I'm excited.
Hey man, I bought this videotape, I've been training myself,
I've been learning.
You know, if you're okay, I I'llI'll fix some dense, you know,
small stuff just for practiceand to help you out.
So I started doing that, and helooked at me and he's like,
dude, why aren't you doing thisfull time?
(08:38):
I said, Well, because my buddytold me I couldn't be any good
because nobody trained me.
He's like, Well, you're doingwork that I was doing when I
started.
He's like, You need to be doingthis.
So I called my friend and Isaid, Hey, so-and-so, you know,
your buddy, he said that uh I'mpretty good, I can do this, you
know, as a career.
And I'd like to come help youguys because you're my friend.
(08:59):
And he just laughed at me.
He said, Well, it'd be too muchlike training you.
And so the next week I loaded myshit, drove home, and started my
business.
Like on the coffee, like thecoffee can says, I beat the damn
street so hard, I swear I get abill for the potholes.
That's great.
SPEAKER_02 (09:15):
No, and you you know what's funny about that as I'm
listening to your story, you youknow, you didn't go to college,
but as far as I'm concerned,from from the welder to that
where that story ended there,that's a college education.
Oh, yeah, you you learned somuch in that period of time of
because of getting turned down,um, you know, failure, um, you
(09:37):
know, getting um, you know,different things like just the
the VHS tape and looking atthat.
You you figured things out onyour own, which is pretty
amazing.
SPEAKER_01 (09:46):
Yeah, I think people have a way of of simplicating
things.
That's a combination of makingsimple things complicated, yeah.
Because I really think it'stheir ego trying to protect
themselves um from looking sillyor stupid.
Um, but I was just blessed witha level of ignorance I didn't
really care on Frank Cell.
I I get that from my dad.
So my dad's been self-employedsince 1977, uh single man uh
(10:11):
truck shop working on bigtrucks, semis.
So I had that example, um, youknow, just the perseverance and
resiliency that it takes youknow to take action and do it.
Yeah, it's awesome.
SPEAKER_02 (10:21):
So then so you go from that, and then you got out
of the L, you got out, it wascalled Allied Dent Removal, I
think is what you had you hadcalled it or something like
that.
Is that the name of it?
SPEAKER_01 (10:29):
Yeah, and I'm still that's still my main income
source.
So you still do that?
SPEAKER_02 (10:33):
Mm-hmm.
Yeah.
Okay, see, this is what'sinteresting.
When I'm reading your websiteand all this stuff, I'm thinking
that you those things are done,and you you're you're not doing
that anymore.
No, you're still doing that.
SPEAKER_01 (10:45):
Yeah, it's uh it's a very lucrative business.
You're working with insurance.
SPEAKER_02 (10:49):
Well, aren't you guys is it dense like like when
you have a hail storm, thosekind of dense on a car?
Uh-huh.
And you guys get a lot of hail.
Yeah, yeah.
So that's a very lucrativebusiness out there.
Yeah, it just hailed um a weekor so ago, a late late season
storm.
We get it like once every sooften, and it's like this little
stuff, you know.
It it's oh yeah, that's funny.
Yeah, because you guys get a lotof it from because when there's
(11:11):
tornadoes, there's hail always.
Almost always.
Yeah, the majority.
Yeah, yeah, yeah.
SPEAKER_01 (11:16):
So we have a storm that'll put me in the next year
with repairs.
Oh my gosh.
That's incredible.
It's hard to walk away from.
I I have to sell a lot of coffeeto do that recovery.
Yeah.
Uh-huh.
I love it.
SPEAKER_02 (11:29):
I'd love it.
Well, maybe you'll get to thatpoint.
Who knows?
You know, maybe we'll replacethe uh the dents with coffee.
How's that?
You get that way.
SPEAKER_01 (11:36):
So then I'd like to, but I just don't know that I
could because I've worked withthe people that I work with for
20 years.
Yeah, I do a lot of subcontractstuff, so it'd be hard to watch.
SPEAKER_02 (11:47):
That's awesome, man.
It's really cool.
So then you also then there'sanother thing.
Then you this you start anothercompany called Baby Beard Club.
Or this it's this beard oil.
Yeah.
Is that still going?
SPEAKER_01 (11:58):
No, it's it's what they call parked.
The website is still there.
Um, I parked it um because theshiny object syndrome, when you
know, kind of when I found mypony, my racehorse, I jumped on
it.
Yeah.
And that's what the coffee brandis.
So the the beard club that camefrom I started Home of the
Hustle Facebook page, kind oflike just like what we're doing
(12:20):
here.
I would, I didn't know what Ididn't know.
I had been self-employed, but Ididn't have enough cash flow,
positive cash flow.
I didn't have dividends, Ididn't have recurring revenue
coming in.
Um, so at the end of the day, Iknew that as I matured that I
needed something to make moneywhile I sleep.
Um, you know, I could do realestate, I could do all kinds of
different things.
(12:40):
Um, but for the speed and theheight of the ceiling for
growth, I thought, man, doing abrand or doing something online
is really the way to go.
So I started the Facebook page,Home of the Hustle, where
Facebook Live was really popularat the time.
So Facebook would really pushlive videos in the algorithm.
(13:00):
And I started Home of the Hustleon Facebook where I would
interview people that domarketing and branding or
websites, e-commerce.
So basically, the questions thatI had on how to grow an online
brand and business, I would findsomebody that knew them,
interview them, and build up mynetwork, and then also build up
some influence or an audiencethat kind of looked to me for
answers or ideas and so on.
(13:23):
Uh, and never really had a wayto monetize it right until one
time um we made some homemadebeard oil, and the first night
that I used it, I slept reallygood.
SPEAKER_00 (13:33):
Oh wow.
SPEAKER_01 (13:35):
So I I asked what what happened, why did that
happen?
And I have a I have a habit ofwhen I get an idea, I'll go to
GoDaddy and look for a domainaround the name.
So I already ownedbabybeardclub.com, and in the
marketing aspect, you know, youcan have one bottle of product
in 10 different ways to marketit.
(13:56):
Right.
And what I noticed at the timeis all about fake machismo
manhood BS.
You know, I got skinny pants anda flannel shirt, I'm a I'm a
man, hear me roar, kind ofstuff.
I was like, that's that's aboutas phony as it gets, you know,
whiskey barrel makes you manly,or tobacco, the flavor, the
aromas.
Yeah, and so what I realized iswhen I slept really good and I
(14:17):
asked what happened that if it'sa natural beard oil, it uses
essential oils to create thearoma, but nobody is leveraging
the therapeutic effect ofessential oils.
So all the beard oil wasmarketed and formulated around
its therapeutic effect, and ithad a nighttime beard oil.
I'd have guys message me thatwhen they hold their infant next
(14:37):
to their beard, they calm downhere.
SPEAKER_02 (14:40):
So inside the oil was these ascent, it was oil was
essential oils, which basicallywas there was stuff in there
that was a calming, calmingagent that worked through uh
aroma.
Yeah, it's like aroma.
SPEAKER_01 (14:50):
Your beard is like a facial diffuser.
Oh my gosh, that's crazy.
And so I had a daytime one thatwas called Get Shit Done.
It has that and different thingsto help wake you up and help you
focus.
Um, so that's where the get shitdone part of the coffee comes
from, is just that branding.
So, what I realized throughthrough the beard oil is we
(15:12):
talked about the recurringrevenues, the monthly recurring
revenues, and so on, is thatguys really only order beard oil
three, six, three months, sixmonths, twelve months.
Um, you know, so it's notenough.
Yeah, it's not it's not enough.
Um and the audience, it was justreally tough.
It's a really, really toughmarket.
(15:32):
Um, and I know coffee's a toughmarket too.
Um, but it also allowed me toreach them in with my message.
You know, I'd started um a pageand website called Armed Up Man,
and really it was my journey toyou know to manhood, you know,
when I met Christ.
And what I what I reallyunderstood, you know, what a
real man is, you know, um, youknow, he's patient, he's kind,
(15:54):
but he's also a tough mother,you know.
SPEAKER_02 (15:56):
Yep, absolutely.
That's really cool.
You know what that is sointeresting, the whole thing
with the oils and and how thisall thing is like kind of
circling in here.
You know what when you saidabout the coffee thing, what I
found, and and I don't know ifif this is happening and and I'm
just seeing it happen or what,but I'm so I'm kind of sick of
(16:16):
like the normal coffee, everydaycoffee.
And to me, this is like aboutique coffee, if you want to
call it that.
Okay.
Yeah, I'm gonna call it aboutique coffee.
And the reason being is becauseit almost gets kind of fun.
Like, you know how craft beerstarted, you know, how it became
like kind of fun to try adifferent beer.
That's the way I'm kind ofgetting with the vibe of this
(16:38):
coffee thing, is that you know,if somebody comes over to my
house and they want a cup or myparents come or whatever, you
can say, I got, I got what kindof coffee?
Yeah, I've got this one calledGet Shit Done.
You know, they're gonna be like,what the hell's that?
And they're gonna want to tryit, and it also is gonna be
something that sticks in theirmind, you know, and it actually
tastes good.
That was the one thing I waswaiting for when I tried the
(16:58):
first cup of coffee in themorning.
And I drink a cup every morning,I make my wife's coffee every
morning too.
And I and I'm smelling this.
I'm like, smells good, you know.
Then I drank it and I'm like,eh, tastes good, you know.
So it's it's it's really coolthat you have a product that uh
that is that that is actually agood product, you know.
It's not like it's just thebrand, it's it's the brand and
the product that's very good.
SPEAKER_01 (17:19):
Well, and that's kind of where it all started,
you know.
Me personally, I wouldn't sellsomething that I don't drink or
wouldn't use myself, or Ipersonally know that it's a it's
a world-class product.
Um, and I like I said earlier,that comes from just showing up,
as I say, show up, find friendswho do cool shit and get shit
done.
So I was at a net at anetworking deal that happens
(17:40):
every Wednesday across thecountry called Million Cups.
And I met some guys that inWichita, Wichita cans, this they
had started a co-packing companywhere they contract can the
canned coffee.
So they had their own in-housebrand, but then they also canned
for other other like name brandsthat you would know.
(18:02):
I can't I know, but I can't saythat's okay.
Yeah, so we just become buddies,you know.
It was finding the cool friendspart.
Yeah, we met at this networkingdeal, and you know, I was buying
coffee beans from them for mypersonal use.
They were buying get shit donebeard oil for the for
themselves.
And so one day I had a bag oftheir coffee beans laying on my
(18:25):
desk, and I had just orderedsome stickers that we give away
with the with the beard oilorders that say get shit done.
And I I literally I had a bag oftheir coffee.
So if you're listening on thepodcast on the on the YouTube or
the video, yeah, you can seethis.
I put a get shit done sticker,and it didn't say coffee, it
said baby beard club on it.
(18:45):
And I I put that on a bag ofcoffee, posted on Facebook, and
because I had this home of thehustle audience, everybody was
like, dude, are you selling getshit done coffee?
How do I buy it?
SPEAKER_02 (18:55):
Yeah, and it well, it make it it makes sense.
The name is is a is aggressive.
Coffee is typically aggressive,yeah.
Kind of a and we all drink it.
SPEAKER_01 (19:06):
I mean, you know, we really do.
Yeah, so I I instantly saw theconnection between the hustle
and the coffee.
And I had like five bags layingthere.
I put stickers on them and soldon my friends.
I called the guys in Wichita, Isaid, Can I private label your
beans?
And like, well, yeah, that'swhat we do.
So I I bought a grinder and Istarted selling whole beans and
grinds out of home.
Oh my god.
(19:26):
I asked them, so how do we makea canned coffee?
Because that's their mainbusiness.
So they gave me the kind ofdifferent options of how to get
started with that.
And September of 2020, we hadour first pallet, which is about
3,000 cans of the coffeeproduced and sold it all in five
weeks with no ads.
Um, just because I've beenhyping it up, you know, through
(19:47):
social media that we're doingthis, and people were getting
behind our story that holy shit,he's doing this?
How do you do that?
You know, so it's just you justfind a way.
SPEAKER_02 (19:56):
Yeah, it's it's great.
It really is good.
I like it.
And I like, you know, there's alot, I love there's a lot of tag
stuff in here.
I like it's also very patriotic.
You you have make make Americagrind again.
You'll probably catch hit forthat.
Um that's another MAGA.
Nobody wants to hear any otherMAGAs, of course.
Yeah, but uh I'm fine with it.
Um, Make America Grind Again.
(20:17):
And then the other thing here,it says um, I love this here.
It says, Coffee can your yourcompany continues to grow,
promoting a message ofperseverance, courage, and
self-improvement.
It's dedicated to supportingdreamers, doers, hustlers
everywhere, advocating for uhfor a mindset of facing fears
and relentlessly pursuing one'sgoals.
So there's like a whole attitudebehind it or a whole positive
message behind the brand.
SPEAKER_01 (20:39):
Yeah, and it's like we discussed uh me, I'm Frank
Sell, I'm not selling coffee,I'm selling my story of doing it
scared, and basically it's it'sI'm selling permission and
inspiration to get shit done andmake America grind again.
You know, back back in the daywhen we were just we were too
damn busy, we were working hard,we were in a mining our own
(20:59):
business, you know, didn't haveall this riff-raff going on
today.
Yeah, because people were morefocused on themselves and more
focused on like a dream or agoal or their own family.
Um, so I'm not selling coffee.
Coffee is the commodity, but I'mselling that story that I bought
a hundred dollar videotape.
And so I've had people reach outto me that they have started
(21:20):
their own brands, they havemoved across the country to to
start pursue, you know, theirpotential, pursue some idea.
And they send me messages allthe time, like, man, I thank
you.
I you know, I appreciate you,because uh every little step of
the way, you know, we we weretalking um, you know, about how
do we even do this?
So part of it was like it's kindof biblical, building your your
(21:44):
house before you need it,really, before you start a
family.
And so I've been building thisnetwork of people that are
really talented and know whatthey're doing that just make me
look like I'm really smart.
So I can lean on them.
It's like you have like on youron your desk, you have the the
box of the K cups, and I canshow you right here.
Um I simply bought a a gift box,yeah, put uh took the label off
(22:10):
of one of the bags of coffee,drew some dimensions, put what I
wanted to say on there, um, andthen sent that to my VA in the
Philippines, and she kind ofdesigned it all up, and then
next thing you know, we have youknow a K cup brand and wrapped
into all of the is messaging.
It's like that's called theExtra Mile Espresso.
(22:32):
Yeah, and you can see on thelabel it says the only problem
with the extra mile is thinkingthat it's extra.
And so my beliefs and my purposeare integrated into the products
because I think the extra mileis just a marketing ploy.
Me personally, I'm gonna giveyou my best, I'm gonna give you
my all.
There's no there's no miles leftwhen I'm done.
Yeah, you know, with my hellrepair business or you know,
(22:54):
with a personal relationship,whatever it is, why would I hold
back just so I could sell you alittle bit extra and make you
feel good?
SPEAKER_02 (23:01):
That's awesome, man.
I I love I love the whole thing.
I really do.
And and the other thing was themission for the company uh is to
re reignite America's passionfor hard work and perseverance
through our story ofentrepreneurship.
Uh, we aim to show theresilience and hard working
grind of, I love the grind partput in there, grind of American
culture is making a comeback.
Show up, build a community, andget shit done.
(23:22):
Absolutely.
I mean, it's just cool, man.
I I you know, I think the thecoffee is the vessel to get in
the door to talk about whatpeople can do if they put their
mind to it.
SPEAKER_01 (23:33):
Oh, a hundred percent it is, and it's I don't
even realize that I'm doing itas I'm doing it.
Um, but I I guess I do havepeople, they reach out, they
they just they really connectand resonate with how I tell the
story, and I don't thinkanything about it or think much
about it.
I just kind of think and try tofind the simplest way to get
(23:54):
something done, or you know,because dad always said work
smarter, work harder.
And he also said, You don't makemoney when you sell something,
you make money when you buy it.
SPEAKER_02 (24:03):
Exactly right.
It's about that's the same forreal estate, too.
They always tell you, you don'tmake money in real estate when
you when you sell the house, youmake it when you buy it.
That's so true.
So true.
Your dad's a smart guy.
SPEAKER_01 (24:14):
Yeah, he's he's a he's a man, he's a canful, he's
he's super smart.
Um, and he don't put up with noBS.
It's funny.
SPEAKER_02 (24:21):
So, what do you what do you say to anybody out there
has an idea, an entrepreneur orsomebody that's not even an
entrepreneur yet, or whatever.
They have an idea and they andthey they're just not sure how
to go about it, or they'rethey're uh they're scared or
whatever, or you know, what whatkind of advice would you give?
SPEAKER_01 (24:37):
Um you know what I've kind of noticed, and
especially like with thiscoffee, is most people like
their egos want to complicate itand and want they think that
they have to have a businessplan, they have to have
everything figured out, have allthis stuff you know lined up
before you even start.
And really, what I've found, youjust like my hail repair
(24:59):
business, the hail damage, youmake a decision and then you
make the decision right.
So whether it was a gooddecision or bad decision,
whatever it is, you followed upwith enough effort that it's the
right decision at the end of theday because you worked your ass
off to make sure of that.
Um, so the other thing is thatthe only validation that you
really need is somebody willingto hand you money for your
(25:19):
product or idea and build fromthere.
Yeah, that's good stuff.
Good stuff.
SPEAKER_02 (25:24):
Hugo, do you have any questions for me?
Oh, inspiring.
No, that's a cool story.
Yeah, it's very inspiring, verygood.
You have a great story to tell.
So, uh, how do we how do we getyour we're gonna wrap it up
here, but we wouldn't tellpeople how do we get the coffee?
How do we find your storyonline?
SPEAKER_01 (25:38):
Yeah, so the best way is gonna be our website has
our story and it has our sociallinks on there.
Um, and then we also I kind ofmade a little five-step process,
uh download that's free.
You guys can have that just aprocess to help me after after
reflection and you know 23 yearsin business uh understand what I
(25:59):
did to get where I'm at.
So there's a little playbookthat they can download.
There's also a um a discount onthe coffee, but it's home of the
hustle.com forward slashplaybook.
SPEAKER_02 (26:09):
Awesome.
That's great.
We'll have to make sure we getthat out there.
I appreciate your time, Frank.
It was a great conversation,very encouraging.
Uh, I love the coffee.
I will be buying more of it andwe'll be spreading it out.
I'm probably gonna keep thishere on my desk for quite some
time and talk about it.
Help you out and get some morecoffee sales.
How's that?
That sounds awesome.
I love it.
Awesome, man.
All right, thanks so much.
(26:29):
I appreciate it.
My pleasure.
All right, Frank Saddle, home ofthe hustle.
This is Get Shit Done Coffeeright here.
Hugo, you gotta get some of thiscoffee.
You're gonna love it.
It's really good stuff.
But yeah, so check it out, GetShit Done Coffee.
You can find it online, purchaseit, and then also read the
stories, read everything thatyou see on the website.
(26:50):
There's just so much greatcontent.
Uh, you're gonna love it.
But that's about it.
We'll see you next Thursday, 7p.m.
Thanks for joining us.
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