Hey everybody. Welcome to Hack That Funnel Radio. Today we’re going to talk about why hacking works and when it fails. Plus I’m going to give you a golden nugget. The whole goal of this entire system is to teach you how to Funnel Hack and how to hack, not just funnels, how to hack ads, how to act copy, how to hack the customer, how to hack competitors and everything. How do you hack, and I want to tell you really quick a story about hacking, why it works, why it doesn’t, plus a little gold coin. Then we talked about, so hacking works, period. Okay. Anytime you’re going to do anything, you should always begin with the hack. Hey, you ever, you’ve ever heard the expression that we stand on the shoulders of other successful people? Every time somebody won something like, well, I stand on the shoulders of giants. I stand on the shoulders of my predecessors. They always talk about that kind of stuff, right? The reason they talk about is because they’re giving due diligence. However, we as marketers, a lot of the time we come in and we’re like, forget what the market’s doing. It’s something epic and it’s going to be amazing and this is my picture. You don’t go on. You find out is it working today? Are you selling to people who are actually being buying today? Are you using this system, that system that’s worked? Are you using ads that work? Are you even in the right platform? You don’t look at any of that. Like Facebook will work rock on and it’s like we had this weird idea of a business plan when you get started in business, it doesn’t matter what you’re doing, doesn’t matter if you’re doing marketing, doesn’t matter if you’re doing operations. We have a weird idea of a marketing plan. We’re just going to say, this is going to work because a x, Y, z person sold it to me. But you don’t pay attention to the pieces. And a lot of us burn out through it and you get sober and out that you don’t do, you end up not doing anything. It’s all about information overload. And so the whole goal of this is just to tell you we all start on the shoulders of somebody else, okay? Now, when I grew up, my dad would always talk about how great his dad was. Okay? Now my parents are beautiful, they’re spectacular. My mom will always look back and she’ll say, you know what? Here’s the way that, the family has gotten better over time. My grandpa had these flaws. My Dad had less of those flaws and he had his own. Now I have different flaws. I stand on the shoulders of my father who stood on the shoulders of my grandfather. He stood on the shoulders of my great grandfather. All of us are trying to produce better generation than the last. That is life and that’s how it works. I’ll never forget the summer that I got to spend with my grandpa and we got to talk and I got to learn who my grandpa is. I got to work in the area. I lived with him and my grandma. I had a wonderful time, but I got to learn who I am because of my grandpa. I live with my dad, but being able to stand on my shoulders with my dad, I kind of understood like our family tree to a small degree. Hacking is the exact same way. When you start a business, you should start with what’s working already. Start on what’s working already. I got this really cool coin. It says Amore Fatina and it has a flame on it. The phrase means “love the flame, love the fire” and it says on the back, “Not merely to bear what is necessary, but love it.” I could tell you the story behind where I got the coin, but I loved the coin and I love the coin because of this. We all start on this journey of entrepreneurship and we’re like, I’m going to go into the fire. I would go through aims and it’s going to be amazing. And a lot of us love the burn until we get burned. And then we start to love the fire less and less. There’s like, oh, what’s the fastest way to money? Just can someone just tell me how to do this, right? Hacking is the way to just do it, right? There’s going to be times when you’re going to have to love the fire.