Video Transcript

Hey everyone, Daniel Contreras (@dlucs_)here founder of The New Era Of Barbering. What I really want to talk about, I know I've been doing more of tutorials. Um, I think it was passed like three weeks so far. I've been on like this tutorial, just like uploading a lot of older content. Um, but I felt like this video was going to be a lot longer than any tutorial or haircut video I had previously recorded. Um, so I thought, why not go ahead and just shoot it as such, uh, basically in this video, you know, I wouldn't really be addressing at least the fact of like how, um, misled and chaotic the barber industry really is. Right. And really separating like, um, I guess this false identity of what most barbers run their business as, and really truth. Um, and really kind of, you know, putting a line in the sand for a lot of barbers who wants to continue, or at least for those who at least really wants to seek growth in their business, right.Who don't want to play around and not just, I guess, kind of do the redundant, the most barbers. Do I really get down to the nitty gritty of like first and foremost, why do elevated mentorship students actually get some progress? Well, a lot of everybody else is kind of just copying, um, and really kind of like drawing the line of like, okay, cool. This is why, uh, and this comes from a lot of, you know, having conversations with actual barbers, right? Uh, maybe some of you I've even taught from the DMS. Sometimes I just DM barbers, um, just to really see what kind of core problems are happening and really like as S almost taking a scientific route, just asking questions, really, what is the core diagnosis of that problem? And, you know, more times than not, it's not what they seem, right.Uh, and really what I've come up to at least, uh, for this video, um, this past week, um, I've come up with at least eight really inconvenient truths that a lot of barbers really all have to face at some point in time, if they really want to have control of their business. You know, w what we see a lot of times, uh, with barbers, just in general, the industry, uh, there barber business, or career-wise more or less controls it, right. It handcuffs them and their lives to just being behind the chair, redundantly, looking their wrist out, doing the same action, kind of the same clients, um, and not really getting some growth. Uh, and I think as a, as a barber, that's why we get in this industry first and foremost, right. Is to at least be in control of our lives, not be controlled.Like I hear a lot of times for Barbara's on calls. You know, you got to, you chose to actually go in the barber route to actually not have to some, I remember some person said not to ask daddy for a vacation, right. I couldn't, uh, explain any more perfect, right. We want a control of our lives yet. We're getting the industry more or less the way I guess, industry traditional wise has been ran. It controls the I realized, like it's probably worse than what people were doing before, what you were doing before might have a great passion for it, which is fabulous, but where I see it, and I've experienced myself to this hamster wheel, just doing redundantly, because really we're getting to this later. Why a lot of people who want to go ahead and even start speaking out on what barber should do are just basically regurgitating, like they're regurgitating information, which just goes back out into the market barbers, do it again.And then they feel like they should go and educate too. And they regurgitate more. So a lot of this probably is not going to be something it's none of this is regurgitating. A lot of this is stuff I've been through tested, not only on myself and my business first, but also progressively with students inside the program of elevated mentorship. So if you're also wondering why I'm holding a pen, well, first and foremost, I want to go and kind of do this on a whiteboard. Um, then that kind of seemed very corny first and foremost. And then, um, my whiteboard, which you kind of see right here, um, you can kind of see at least the first point I made, it's kind of small. So I didn't really want to like, just, it just looked very like, uh, I just didn't like the way it looks.So I just kept the pen in my hand just cause I guess it adds effects in the video. But anyways, first point, obviously you saw in the, uh, what, what I see at least talking to barbers, nobody's being realistic with their business, right. Conversation I had with barbers. Right. Um, simply as, Hey, how much do you charge for a haircut? Right. Because I, you know, a lot of times what we do in elder dementia is obviously taking barbers from, you know, charging anywhere from 30, 40, 50 bucks to having the tools to if they want to charge anywhere from 150 to 200 plus, regardless of location. Um, and we do this with deadly accuracy. So of course, you know, barbers want to, um, not have their business seem as bad as it is. Um, so it'd be like, well, you know, I charged 30 bucks for a haircut, but you know, I do get those clients that give me like, you know, a hundred.I do get guys like that, you know? And they, they try to lessen the pain also to speak of like what the bin. And, and I think it's not coming to terms with realistically how bad of a situation barber is already, because then we kind of like, all right, cool. There's no way you're making some money. Cool. Um, let's really at least assess this. So you said you have about two clients or you know, about two clients or a handful of clients that pay you that higher price point, right. Or that give you that. Yeah, I got that. I got that. Got that? No, Barbers saying that. Okay, cool. So you're doing about 200 haircuts per month. Uh, and let's say like three of those throws 200 haircuts are actually, people will pay you a higher price point. I mean, you're doing 197 other haircuts that are paying you about 30 to 40 bucks. And it's typically like that dead silence crickets, because that'sThe reality of it. It's not thatYou want to listen a lot of people, and this is not just a barbershop. This is a people issue. People always want to lessen the pain of like what they're currently going through, but to actually get growth in something you have to correctly assess your current situation. You can't just kind of put a mirror on it. Like we used to in grade school. Like if I just don't look at my grade on that test, it's not really there. Like in business, you have to be very, very relentless with how like, um, you know, what is actually currently going on? Like people aren't just not showing up. People are not paying you. People are stiffing you for money. You are not able to even correctly raise prices. This is an issue. You can't run a hide from them because if you run a high for a, put your head in the sand, which most barbers do, you're going like, look over and be like, that's not a problem.That's not, that's not why I can't, I can't grow here. It's it's all the other. It's like, no, that that's, that's the issue. Right? So first and foremost, the first thing we have to, like, I can be an inconvenient truth is that Barbara's, you have to become realistic with yourself where you're currently at your situation. You know, it doesn't matter if you have a few clients who pay you maybe higher rate, we all have that. Right. But you still charge 30 bucks. That's, that's, that's still a core issue. Your base price is still 30 bucks. Uh, or even less than that too, with some, with some barbers who may be charged, you know, for kids cuts military guts, all this other that goes into it. Um, and that's where we need to focus on is how to raise that, that, you know, the lowest standard of our business.Um, you know, and, and, you know, try not to ease the pain on this. Like when you go ahead and assess actually, okay, what, what am I currently making? What am I doing in my business? How much am I currently charging? Where my friends really playing, paying me, uh, or playing, you could be even a good, uh, insert where there, um, you know, don't try to ease the pain. In fact, probably lean into the pain even more, right? The more painful something is for you. Like it at least allows you to like, um, get a realistic view of like where you stand at, right? If you go into the gym and you try to go ahead and like, you want to get big or build some muscle, you can't just go ahead. And the first sight of like painting a muscle, like, just stop the weights.Like that's when the actual muscle fibers are actually tearing to then rebuild the, the bigger muscles. So if you continually stop, when it gets a little bit painful, you're never going to grow very like simple metaphor, but like, it fits very, very well for that standpoint. Um, I mean, I have notes over here, by the way. So if you see me looking over here, so my computer, again, being an eight of these things, um, and I, again, this is going to be a lengthier video. So, you know, I'm already worried about seven minutes and 43 seconds in this will be a lengthy video. So, but again, this is not regurgitating. Um, this is more, I will get it a little bit more in terms of like metrics wise as to, uh, what we, what we do with Linda A. Little bit more elevated metrics. So, um, that kind of covers that point.Just be realistic with stuff, right. Um, the second point, obviously you're the second inconvenient truth that a lot of barbers have to face. Um, I mean, this could have easily fit in number one, but, um, it's that your revenue basically what you make overall per month really? Isn't what you make overall per month. Okay. Um, how much you make really doesn't matter. A lot of barbers they'll think they're great and a great position, man. I make a lot of money. I make like six, seven, 8,000 bucks per month. I'm like, okay, cool business. It's never been how much we make it's about how much we can keep at the end of the month. What is the profit numbers on this that you were actually keeping? This doesn't mean that like Barber? Well, my boyfriend's like 400 bucks. So, you know, like, no, no, no, no, that's all we had to pay.That'd be great. Maybe some people who live with parents are sick, different situation. Obviously they can input that in there. But then we, you know, as a business owner, uh, as a barber, you know, as a independent contractor, so to speak, um, we have more bills that go into that we have, um, you know, in terms of tools, we have food, um, the living room expenses, all that goes into how we can upkeep everything and how much we actually keep it in a month is actually a much truer value of depending on or least dictating what the health of our business is. Right. And I'm using this pen as an example. Like it's something, but I, again, I just kept it in my hand, I guess it makes me look smarter some, but, um, we have to go ahead and, and get away from this revenue number and look at profit number and more so to speak.Um, a lot of times, I mean, what we do in elevated mentorship, uh, I've developed these in terms of a proper per cut number, uh, what most barbers, and this is the crazy thing too, but most barbers we'll go ahead and do is they'll go ahead and look at in terms of what they make. And I'll be like, Oh man, that's good. But what they don't understand is that to get that number, let's say it's 4,000, 5,000 however much money. There is an input that needs to be put into that's an output. That's a result. That's a tangible result that we could say, this is something that happened from an action that we took the input then is, um, how many item haircuts or hours we worked, or just combination of both to be quite honest, right? Um, that is an input. So we know if we do this many haircuts, this many hours of work, this is our result.And a lot of times what happens is that when we kind of do this, um, and take not the rep, but the profit number, you see that, okay, let's say you charge 30 bucks. A lot of times when I get on proposal barbers, they say, I charge 30 bucks to make 6,000 bucks a month. I'm doing good, bro. I don't, I don't think I need the program. I'm like, okay. Um, where, where exactly are you at with, um, you know, your profit numbers, your hours, and then, you know, the, the, I guess the input of that to get that number, uh, and what we come out with is obviously, um, what we see as Barbaers are making about honestly, anywhere from like a dollar 50, a to even like $7 profit per cut, meaning every single hair care cut that they do inside of the shop.They're only profiting, no matter how much they charge, they're only profiting keeping an end of the month, anywhere from like a dollar 50 to $7 per haircut. And so that's why when barbers want to go ahead, and this is why he listens more, because what Barbers then do is, well, okay, cool. I'm doing this. I'm making 6,000 bucks, 30 bucks. If I just can squeeze in like, uh, 10 more haircuts per month, I'm gonna make this. It's like, no, you're squeezing it. Another $2 and 50 cents profit, which is, you're not going to see that. What does that turn out to like 10 bucks? That's like another 25 bucks. You're going to see, I'll put 10 hours of work. That's why there's no movement forward in business. Um, so probably pocket number obviously gives a much truer, uh, assessment of our business health, which most barbers, again, they, if we go back to the first thing, give me a truth.Most barbers don't want to be realistic with their business. They all want to kind of like, they want to be blind to it. They just want to know. I don't want to see it. I see the bigger number. I like that one. So I'm going to go off that one. Um, but we have to be very, very honest with ourselves if we want to get somewhere better than where we are right now, which most probably think they do. Um, now I've gone over this actually multiple times actually go over this with, uh, those who actually book calls with me. Um, we see them like, you know, they have interested in joining the program. Uh, we kind of go through these numbers with them on-call but also to, um, you know what I put together at least, I mean, it's, it's not the actual tracking sheet that we have.It's like, it's a very like, so maybe like one, 100th of a metric that we track is profit per cut, but it's a very important one. Um, I've actually done a video breakdown of that prior to, uh, I guess this video on my YouTube, uh, as well as then a blog posts breakdown of exactly what to do as well as a downloadable. I've actually created like a free downloadable. Um, what's it called tracking sheet, uh, that you can go in and actually go offline. Right? So not only do I show you exactly how to use it, what numbers do to, to put input in there really how it works and how to use it to your best benefit and really check kind of decide exactly what has to happen. Um, well, I think that was the only point I show you exactly that, but you also get the actual tracking sheet too.So, um, you know, I'll put that in a link down below, or you could go onto, excuse me, I'm having love Berkeley, I guess. Uh, you can go onto new era of barbering.com go to the resources section and look for the, uh, the blog post titled profit per cut. And we have it inside of there. Okay. So we have a non-linear video breakdown that's on YouTube, but also the, uh, I guess the screen recording of showing you exactly what needs to happen and how to work the proper cut sheet, as well as the blog posts breakdown, that gets a little more information. And then the downloadable tracking sheet, and there were all free in the resources section. Again, you had the new era of barbering.com in our resources section. I tend to go ahead and drop a lot of, uh, I guess things that we normally go ahead and do inside of elevate mentorship for our students, but also, um, more in-depth breakdowns of actionable items for each video.Cause sometimes you know what these videos do get lengthy. Sometimes you don't want to watch the whole thing, or maybe you can't watch the whole thing, or just maybe like a little cheat sheet off of what we went over, right? It's a little bit easier to scan through smile, be tied to there. Um, that kind of wraps up that point. I mean like proper cut, honestly, like Barbara is really tracking that every Barbara is just fading more, equals more and more haircuts, all this other. Um, but when we kind of at least add some structure to it, that's when we started seeing, you know, the reality of like, well, this is why nobody respects the industry of barbers, right? This is why we were deemed not essential because it is more of a glorified hustle. Um, but we bring structure to it as a business. That's when we can actually become profitable and actually scale this thing.Yeah. Um, the third inconvenient truth, this is a great one. We're going to go really deep in this one, the third inconvenient truth, um,Patient doesn't matter environment, doesn't matter, skill set doesn't matter. And really social media doesn't matter for businessesGrowth. Um, really business structure does. And you know, kind ofAgain, like, I guess all of these points feed into the next one, but we kind of go off the last point business structure allows us to see the health of our business location. Doesn't matter whatsoever cannot scream this. I mean like the amount of barbers that say, well, I can't raise prices because my, my location I'm in, To be honest, you gotta take a deep breath to be honest, like location, um, work in the traditional barber sense and what traditional barbers model is basically what all barbers do.Um, is itOn the new era of barbering. Basically what all traditional Barbars do? Um, they just pull clients in from a 10 to 15, to maybe even 30 mile radius of where they're living.Um, and that's how they build up their clientele. Now, if you do build your business off like that, by all means,But he can scale up that, right. You're going to have to like, uh, logically as well too. You're going to have to move to a bigger city if that is how you're depending on it, but it's not what we do in the new era. Right? We have so many different opportunities to go ahead and expand our clientele. I used to have clients used to fly in from Tampa Bay, Florida, literally to get a haircut for me. I used to have clients that used to drive weekly four hours away. And this was when I was charging 150, 200 bucks per guy, right? This isn't anything like, um, you know, charging a lesser amount, butYou know, you wonAnd in the program, this is what we have structured wise. When you have business structure and correctly attack this thing, you go from actually being the Hunter, trying to find clients, Hey, come get a haircut, go generic, but your haircut come see me for Erica to being the hunted. Right. And that's a big paradigm shift. The most barbers don't understand.Um, and you know, next thing would be, um, well,Yeah, I guess before I move on the next thing again, too, like I think a lot more, it was like, well, my S my city is like, you know, there's nothing bigOver here. The biggestThing, I mean like Sacramento is where, where I went, I was cutting her. Full-time where I cut hair up. Um, Sacramento is not, it's not LA, we're eight hours away from LA first and foremost. We're not big city. We're actually a very small city. Well, I should say this. It's a growing city that has a very small city like mindset to it. Uh, and what I mean by that is people come to live in Sacramento, um, to commute to the Bay area or commute to other expensive places to work because they don't want to pay those prices for living because it is very expensive, right? So people come here to save money, but you don't come here to look to spend money just because an area or location is not up to speed with what you think you can be charging. Doesn't mean you can trans you can't transcend that space. Right. Um, I think of like, what I do with at least my business is transcending. At least my, I at least location-wise right. Just because it linear thinking tells us, like,Of course, um,This way right now, it's always going to be this way, right? If I'm going to charge $10 right now, as the hair, as a barber, I'm going to charge $20, five years from now exponential thinking in terms of understanding that we can always become and really transcend our current state says, won't charge him 20 bucks as of right now, but it's not who I'm becoming. Right. When we're coming, can actually really transcend this thing and actually input a business structure, um, to get where I want to go despiteLocation, right?If you allow location on least, I think a lot of barbers allow location to dictate what they can charge.You're going to be just to be very, very blunt.Those who actually they met, this is what we teach in, especially in Italy, the admission, of course, you can't just stay in this mindset of, well, just, you know, location wise, I can't do that. And nobody wants to pay that. HowDo you know, like,How do you like everything? I'll say this, everything you've tried so far, obviously has not worked on this business. Cause you've still stayed in this right location. You have not done the right actions to get to where you want to go in this space. It doesn't mean it's not possible. It's mean, it just means that you have not taken the right actions or had the correct structure to get you to that space. Right. I don't think it's like for me, my vision of this, this program, especially elevated mentorship. Again, this is not regurgitating. What most barbers do and educators in the industry. I'm sorry to say, but there's a lot of rigorous and. Um, you can go ahead and like my vision of this is to get barbers, the tools, if they want to charge $200 paragraph, despite looking like no matter location, it doesn't matter where you're located at. I truly believe that with what we have in the program. Um, because again too, we don't go with the general consensus of honestly, we, we inverse everything of what Barbers believe that they should be doing in the business and the program. We do very things opposite of what barbers believe they should be doing. Right. We don't hand out business cards. We don't do any of that, that, um,Social media, um,We take a very different angle on social media as well. So most people are, are wanting to create a brand. We don't do that. And we're going to get into that later too, as well to why you probably should not do that as well either. Um, so that kind of covers location wise. Now environment. I get like a lot of barbers. They think at least, um, environment. Like I hear this a lot, uh, from Barbers as well, the shop it's kind of hood bro. You know, I can't be doing that. You know, and, or man, I just cut out my garage or I kind of home, or, you know, my environment is just not the best. I got to go somewhere that luxuriousThis space. I say, Hey man, you know what, I get it. But,Um, we're not the first student who was in elevated mentorship program. Uh, when we first started this running the program and about two years ago, uh, South Bay, Chris, right? Uh, he was 18 at the time he was cutting out his parents' garage. He was talking about 30 bucks for a haircut. He was cutting from like 7:00 AM to like literally like 11 to 11:00 PM. Then maybe even midnight, even sometimes 1:00 AMJust easy to do as busy as. Right.We got him even earlier this year in 2019. And that was back in 20.Um, I'm not,That's not 2019. Jesus. This is 2020. Um, that was back in 2018. I'm sorry. Uh, 20, 20 beginning of 2020. Um, we were able to get him up to be able to charge a hundred dollars per plus for haircut. Um, and he still cuts out of his parents' garage and he didn't even have his license. I mean, he just got licensed like four weeks ago and five, six weeks ago maybe, um, which is a huge win on his part. Finally, he got that done, but location and environment does not matter. The kid can literally charge that much in his parents' garage, which I've been there before personally I've actually been into his garage. Um, cause I wanted to assess it in terms of okay, we like it because again, it was for him too. He was like, well, I gotta, this is the funniest thing to actually not thinking back to it.Um, he even believed he needed to move to a personal studio before he get charged a hundred bucks. I was like, that's literally, that's not what actually makes business go. Like, um, like if that's the case that, you know, if anybody wants to charge above 200, like you have to go and like cutting, like the Prince's mansion type of deal, like that's where your barbershop needs to be at, not the case, right? Again, transcending beliefs, um, and really bringing some truth to this thing. It doesn't matter about environment doesn't matter, but location, both those variables do not equal more income. Those are actually very limiting beliefs of what Barbara's actually they're they're excuses. Let me just be very blunt. They're. Exceeds what barbers go and put on their business for not actually doing the right actions, their business, to be quite honest.Most barbers do not do the right actions to get out of this area. So there's point the finger and blame. So next one. Um, Oh, this is a good one skillset, right? Um, Oh man. I, I don't know if I could charge that much. I can't cut hair. I can't cut hair. Well, you know my skills, aren't up to par. I need to go ahead and actually like learn how to do I can't cut hair that well. Right. Um, I can cut it pretty, pretty decently in my opinion. I don't think I cut hair the best better than anybody else. How you can looking on some tutorial, um, videos, you look on the comments. People are like, assume a good haircut. I would never pay that. I only can, I can do this haircut for like 20 bucks, 30 bucks. And to me that's like, okay, so we're, so you're telling me we're on the sameSkillset level yetI'm charging 120 200 and you're charging 20. Um, please tell me what leverage or like, what's better about that. Like that's how bar was thinking too. Um, it's a glorified hustle and that is extremely sad to at least see some barbers get themselves stuck into is just going lower and lower dig themselves deeper in this hole because there was, they have no structured systems input in their business. Again, that's what we do with elevated mentorship, should we get you into a structured system that allows you to scale to get out of that hustle? Doesn't work. It doesn't scale and more times than not, you'd just be contracted uncut the next man, uh, and keeping yourself at like competitive pricing. Again, we're going to go over competitive pricing when that you up and really competitive pricing, meaning like pricing yourself of what people around your area are charging, uh, creates just basically you're a loser. If you do that,You quit on us and we're going to get into that. Um, but yeah, you can, um, yeah, I mean, you could see like it's all built off a structure and a business mindset, at least because skillset, there are plenty of ours who got here better than me. I will be the first one to tell you. Yeah. Um, but they, they don't charge that much seal though. And I think, um, that is sad because like, I think that there are a lot of talented barbers that should at least have some structure and allow themselves to, um, actually scale the business up. They don't need to be charging that amount yet. They themselves in this hamster wheel. And literally they had to literally, they had their backs to the wall. Um, they're a rock and a hard place and they can't go any other way because they built their business up with just cheap clients that if they raise their prices up, they don't, they have no business, their business fails.So just in order to, and they have lifestyle too, that like requires them to still continue to make his money or they have people dependent on them. So their backs up against the wall regardless, they can't literally do anything and they can't maneuver unless they restructure everything. And again, that's what we have to show barbers, how to do is restructure from the ground up, build up a great foundations, not just do the social media or marketing tactic again, we're going to get into why social media and instagram is. So, um, which is very, very, I guess, against the grain of what most people would probably think I would say. Um, but we'll get into that.So that's the third thing. Number four. Um, it's less about supply and demand, uh, and really more about business health now. Um, most barbers will say is well to raise prices. It's a supply and demand game, which by the way, I agree with, um, if you want to take it, um, every year or six months or so raising prices by five to 10 bucks, it is a supply and demand game. If you want to go that slower route, by all means you can go ahead, build up clientele, raise it up. Five bucks, tentatively build a new clientele. Recently five, 10 bucks. Does that tend to be, it's not like that's a bad thing, however, to get where you want to go, um, and get exponential results because that, why would you kind of like ride in like a broken down like, um, car instead of just having the high power machine, they get you in the same location, except a much faster, much more efficiently, right?The high powered machine, like what we do with elevated mentorship a business health allows you to scale up much, much quicker by a lot, lot more like for us. I mean, some barbers scale up anywhere from like 30, 40, sometimes even like we would have a barber that can scale up to 50 because we understand our business health. Again, when we track, we understand metrics of like, you know, what our business is actually telling us most barbers don't again, because they don't want to take a realistic view of themselves or their business, or even understand profit per cup or the other metrics that we go over now. So you mentioned, um, you know, when you don't know those numbers, you don't know how much you can actually bend your business, right? You don't want to, like, of course, nobody wants to break their business. Um, I don't want to want to break this pen cause then there's going to be ink all over the place, but you want to go ahead and see how much you can bend. Um, to really, really before business is actually going to break, right, really before you're going to be like up, no clientele, nobody comes into you. Um, and that's what, what we, you know, at least structural wise and at least also too, um, systematically, we can understand how much can we bend the business. We go up by 20 bucks, 25, 30, 30, five50 helped 60 that's what allows you to do supply and demand linear thinkingFive, five, five, five, this, this structure, at least with business health, it, you see this uptick in pricing and you can see this potentially as well too.Um, again, supply demand does not supply man is, um, does work by all means. Does it get you to where you want to go efficiently? Not at all, but it doesIf barbers want to stay doing that, but that's not what I believe in because I used to do that too as well. I'm like, why the am I just wasting time here? Like literally just wasting time, you can do the same thing, the same skill set, what you're doing. Um, why would you not do the other way? But again, you have to have understand the business health, uh, because otherwise if you could make a very, very detrimental turn, um, we've had barbers who have done that actually in the program prior to coming to the program. Um, you know, this is nothing they copied. I at least like what, what other students do? Um, because I think it is on surface level. It does seem easy. Uh, you know, people watch what our students do try toFollow yet, um,When they copy and follow, because they don't have the background understanding of, you know, metrics wise, how much their business is actually health-wise, uh, this is some bricks. And then we have to kind of scale things back and take things back from square one again, um, because they got to, I guess, adventurous and too, um, big guy and opportunistic because somebody else, again, somebody else dictated your price, the barber didn't you yourself did not dictate your price. You dictate your price because somebody elseDid it and you're like, Oh, I can do it too. You'reNot in control somebody else to control your business at that point.Okay. Um, that's number four. Number five is a good one. Um,I see what got you to, you know, of course like me to the price point you're at, or even for the price points, won't get you to the next, I think this is very, very, um, simple when I think people or just anybody listens to this, like you can't just do the same action and expect like another output. Like again, not nonlinear thinking like, or you can't be linear thinking in terms of like, well, I just do more and that's going to give you more, again, more haircuts is not equal more money, obviously we've kind of already bumped up. Um, same thing with, um, you know, rate, get it going up and pricing like you, can't just what most borrowers think is raising prices. If they are going to do something exponential jump, uh, what they do is, um, add more services on at first. And then, then it becomes a, a service war of like, well, like drug addicts, you got any more, you got any more of them services I can add, like, and then we get the like opportunists who want to go ahead and, and do education on different services to charge those transfer amount on. It's like, well, youCan just do that off of haircut and beard orWhatever your service is. You don't have to do all this, but, um, by all means, if you want to go ahead and do that, go ahead. Um, you know what I see at least anything under 60 bucks, um, is dealing with a clientele that is still too way too broad to be qualified, it's a cheaper clientele. Um, we're going to, we're not going to see a real ideal client and, and, and, uh, service-wise come about. There really is no point at that point in time, right? Maybe a little bit above 60 bucks, we're going to start seeing some things come together and we're going to see a different clientele come in. Um, but really we really started seeing like, uh, our market at least take shape, um, when we start charging a hundred plus what I've experienced in my career in YC a lot, and a lot of my students as well, too, their market really starts to come together. Once they start charging the a hundred upright, but how do we get the progressively and safely as well, too, you know, business health to where we don't break machine a is the most important thing. So, um, I don't think, um,IDon't think, uh, in my experience as well too, I don't, I don't think just doing the same thing over and over and over again, thinking that's going to get you not pick up the pen cause obviously gonna have something in my hand. Um, it makes me look smart for some reason. Um, it doing that is just not going to get you to that next standpoint. It it's it's, you have to take different actions again to you're going to hit plateaus. This is the biggest thing I see with, with even students in the program, right. Um, even in students make this mistake all the time, um, where they, they sometimes go ahead and think, well, you know, I did this just to get to that this spot. So I just got to do it again. Um, and we got to kind of slow them down and be like, no, no, no, no, you have to follow the structure of what we have because, um, you know, just because you got to this space that maybe charging 60 bucks, it's not going to get you 80 or even a hundred.We have to switch things up and really start taking a different action, different approach to this thing. Um, and otherwise it's going to take you a lot longer or again, to the business, just going to break and you will be and putting them in a backhaul situation, which we don't want to have at all for anybody at all. Um, so that's number five. Number six is a competitive pricing is for losers as to be quite blunt. Um, and to be, to be honest, why I say this is for losers because, um, most people who do competitor pricing, what competitor pricing is, is, um, looking around what people are charging in your area, uh, barbershops around you, barbers around you, location wise, income wise, um, that will, that's a loses mindset first and foremost. Um, you're not playing to win. You're not even on the attack mode.You're kind of just settling for where the is there. Right. Um, and becoming a vulture instead of a Eagle and attacking, um, now, um, competitive pricing, especially for those who, um, you know, try to copy at least like, well, other people, you know, I, I hear some other barbers who try to copy at least whether it be students or, or even I heard barbers like, Aw man, you know, such and such went up because, um, I went up or because he went up, um, again to, you're not in control of the business, you're more copying and not understanding which in the short term I get short-term, there's a win long-term wiser. Right. Long-term wise, these individuals will get themselves. They'll S they, they won't be able to follow a mimic. Cause that's, at some point in time, there is a very, um, different business standpoint of charging more even, just hell, even if you go into a different industry again.So if you've yet to build out your own strong foundations and understand core business tactics and core business, I guess foundations on that too. Um, they're more dependent on having somebody else lead the way for them. And they just kind of follow behind and pick up the scraps again, that doesn't leave for market dominance. You're just getting the sloppy seconds of what, what everybody else is doing to be quite honest, um, which isn't ever good in any market, any business, by the way, too. Um, I don't care if this is just like, you know, we're doing, you know, Coca-Cola versus Pepsi versus Sprite or whatever that may be. You're always going to get sloppy seconds at that standpoint. So competitor prices for losers, if you follow that, I would highly recommend you get out of that way of thinking, because then too, you're, you're basically copying somebody who doesn't have, um, whose businesses dressing different than yours. Right. And some people mightBe like, well, isn't that what people inThe program do? Um, in terms of like following what you've done? Um, no, because I don't have a cookie cutter method, right? What they do is, is basically cutting into what, what they're, you know, what they see from other people and doing it to their business. Um, we build up core foundations and allow the barber to dictate where that really leads them to which is vastly different, which allows anybody to go ahead and get charged what they want to charge regardless of location. Not because there's copying what I did again, I would actually highly recommend nobody copies whatever I did in my business, because that's not going to work for them. I, you are not me and I'm not used, so I can't even copy what you do. Um, and, and I think that that is a good rule of thumb to follow, uh, because that at least a one different variation, it's not going to lead to, to market saturation as well either.Um, because then, then, uh, then there will be competition, but when you actually breed your own thing, um, you know, and go off in your own direction, there is no competition, which is a blue ocean. It's not like there's, there's people there, um, already saturated in that market and make any like, hard to at least get yourself out there. Um, and it's more profitable for everybody, right? It's not like everybody's trying to come after everybody. Um, you know, for the same services that, that gets really stupidest in my opinion. Um, so really competitive pricing as producers, number six, number seven,Oh,Uh, number seven. Uh, you don't need a brand for sure. First and foremost, you don't need a brand, uh, especially no one needs to know how youFade. You don't need to do anyEducation by all means. Uh, you know, you actually need to build a great business first and foremost. Um, and I think I see a lot of barbers. Um, this comes and this doesn't come from like, look, once you get, you build up a great business first, meaning like you take the, your, your business model, which is cutting hair. That's the main thing. Keep the main thing. The main thing, take that current business model to its max, max max threshold, and really nobody knows max threshold until you really push it to its constraints. Um, and then, you know, once you do something spectacular, that's very, very different. And, you know, you learn different things along the way you come across different information, you can go into education. I wouldn't go into teaching people how to kind of air just because I think that market is very, very saturated.Um, and really that's why we have YouTube tutorials too. Um, but you know, uh, yeah, just keep the main thing. The main thing you don't need a brand either. I think a lot of barbers, they get poured more or less, you know, I hear a lot barbers charging, 30, 40, 50, 60, 70 bucks education. I gotta do it. I gotta do it. Um, I got into it becomes regurgitate information because regurgitated that comes from. Um, so we're just vomiting each other's mouths and it out and getting her mouse again and vomiting again, we're doing basically Odell Beckham Jr. Right here. Right. Which is never good. Um, so you don't need a brand. Most barbers, like they get so fascinated with Ahmed. Nobody wants your t-shirt. Nobody wants a pomade. I've tried it before. I'm not saying this to be like, you know, in terms of like, what if somebody is doing that at the moment?And who's watching not saying that, like, it's a bad thing. I've even before I've tried it. Um, I'm telling you from my own experience, it's not worth it. Like it's much more worth it profitable to be actually making the main thing, the main thing and making that very, very profitable. Um, because again, to my, my biggest belief is that like, um, I mean, trying to do clothing when I was charging 20 bucks, um, versus, you know, I mean, I didn't even try when I was charging a hundred, 200 bucks as a barber. Cause I already knew at that point in time, it was like such a waste of time to me. It's not even worth like it just, the business model doesn't make sense. But I think when you're in a lower standpoint, that does seem very opportunistic. Um, I think, you know, the biggest things for X, I think we see it all the time.It's funny. I actually mentioned something about Forex SU um, you know, people that keep the main thing, the main thing in terms of, uh, um, and Barbara Warren, new forex . So I want to trading on the side, all this other stuff. Um, I'm posting that on my Facebook and I don't even know how the hell I know this guy. It probably was just one of those weird scammer dudes trying to like friend me on Facebook. But he like wrote on a comment, anybody that has me as a friend on base can go see this post too, by the way, literally he wrote on the bottom of it. And he said like, um, what do you know about four? It sounds like, you know, like everyone was like doing all this and like, not like being opportunistic and being like very, very, um, shiny object syndrome.It's like, what do you know about Forex? I'm like, literally nothing. I don't know about it because I don't want to know about it because I keep one thing for certain that's my business. I don't try to three other things on top of that, because I know that doesn't work. My energy is put into one thing and that makes this thing exponentially great. He's like, well, if you ever want to know it, let me know. Like, literally I just said, I don't want to do this. And still like, people are like, I mean, that doesn't S I guess, screams, scam, business model. I don't know. What does,Um, Oh, I, IHear this a lot too, in terms of like, barbers want to do like mobile services. Don't Trump try to outsmart yourself, right? Again, this there's still staying on the same point of keeping the main thing. The main thing don't try to outsmart yourself. Right? I think a lot of barbers again, too, they're like, Oh man, there's such a great, nobody's doing, nobody is doing a mobile barber services and nobody's doing it, but I'm going to tap into that. There's a reason why nobody's doing it. It's not profitable. Um, again, keep the main thing, make that your stay, wherever you're at, cut hair, run that business that way. Don't try to outsmart yourself, trying to like out hustle somebody else. There is no point in that, do something great first, and then you can move on to something else, right? Because again, once you make this business great up here, instead of at an average mediocre level, you will, instead of having average mediocre level, or even worse than that, ideas you'll have great ideas to go off.And your next business venture, it's a complete paradigm shift in my opinion. And it's the best thing to do, especially if you want to continue doing something business wise, get the thing that you're doing right now, the best possible, uh, highest peak first, don't just stay at a mediocre level because just because it's something that looks like a great opportunity, like forex, guess what's going to happen when you go over here, you're mediocre average work, I think, is going to move over here as well too. You're gonna raise your point and just hit a plateau and say, well, what's the next thing. And you're always be jumping from thing to thing instead of actually achieving something worthwhile, as well as fulfilling to it's very fulfilling when you actually get something at a very high level that nobody else has ever done before to be, perfectly honest, doing average is not fun. It's actually, that's why I think a lot of people are bored or want to do the opposite thing else. Cause they just do an average level and they never learned how toDo something. Great. Um,To add onto this too, um, simplicity is key with this thing. Uh, keeping the main thing, the main thing that sounds simple as. You hear me say all the time, simplicity is key, right? Things are going to be going in front of your vision all the time to, Hey, join my Forex team. Hey, you should start a brand. Hey, it's a great opportunity. Hey, start education. Just say no to all of it until you do something great first with barbering. Um, because again to great catch again to, um, those things actually like that might seem like good opportunities right now when you build something on great, those things actually turn into fabulous opportunities later on that you can then go off into, or you can be like, you know what? I see an even better, uh, position or pivot move off of what I'm doing right now because they built it up to this level that isn't even like in my, in my, I guess, um, uh, peripheral vision or it's not even, it's not even in my line of sight where I want to actually go. You learn a lot when you actually do something great. Um, again, less side projects, uh, less opportunistic, uh, money ideas, uh, just less distractions cut, all that out to be.But honest, um, really simplicity is key more,Really more focused, more testing on that, whatever you're focused on and more analyzing of that testing of that, what you're focusing onSimple, right? You'll dominate just simply doing that. Uh, that was number seven. Oh. We're already the last point. Number eight. Wow. What took me 41 minutes? Um, last thing is, is really, Oh again, another, another great point. Um, all this, I mean basically, um,Go into any of this being who you are right now. And that's the unfortunate thing. That's the, again, being a realistic who you are right now has done everything. You have gotten up toThe standpoint because the decision you made, because the action you took, so you can't be, you can't be who you are right now to get it.What you want later on. You have to literally change and become a totally, entirely different person, different actions, living a different life. Cells operate very different way. Um, because again, to getting doing what just got you here is always one. It's going to keep you here, but to get to here, you have to do something very, very different, just like we do with price changing, right? To get even up to that next level of just self wise and of any business, you have to completely change up the tire operation at least. Right. Um, great point office is not surviving a motivation, please. Like I see so many barbers that are just like getting motivated over the simplest things are they listen to hype up, uh, motivational Gary V or even 80 Thomas videos and cut all that out. Your best friend is not motivation.Motivation lives and dies every single day. That's why you're always going back to it. Discipline stays constant and discipline is what is what need is needed to actually accomplish something great. When you have a discipline action on, on something every single day, you're chipping away. This thing every day, getting this thing done, acting on it. Bam, bam, bam, bam, bam. It might be little, little, little, but that compound interest over time, exponential results off that stop relying on this little motivation ship. Again, most people will go ahead. It's like a dopamine effect, right? They feel so good when they get motivated. It does feel good to get motivated, right? It feels great. You feel like exhilarating, feel excited and you get wasted like half a day to try and hide yourself up just as a thing. Right? Think about how people need to work out people. People who are like really in shape, don't need to go and get hyped up to work out, just go lift weights, come back, sleep, do it all over againAnd eat they're needed hype themselves up. They don't need to psych themselves out. They see go,They see, uh, what they need to go ahead and tech attack it. Cool. It's supposed to one. So I was supposed to be doing, come back and attack it again tomorrow. Um, this really does require testing and analyzing it and um, you know, kind of like, we're just really being relentless on like your low standard. Um, and really being realized with like, what, what does work and what doesn't work. Obviously, that pen doesn't work. So we're going to leave it there. Um, really doing what more of what works and less of what doesn't work. And again, being relentless with it, doesn't matter how closely you hold these ideas and beliefs to yourself. If it doesn't work, it doesn't work and you gotta cut that out no matter, you know, you have to really align yourself with like, okay, cool. This is go do what like does holding on this matter more than getting here? Biggest thing that I see is like a lot of barbers that are like, man, I just don't want to, I don't think my clients who will follow me, I'm like, you're right. They won't follow you, man. But I can't, I can't do that to my clientele.Well have fun where you're at simple as thatIt's so it's, it's those things that you must let go of and shed up to be able to get to that area that you want to get to. Right. Um, and again too, when you put all eight of these or these come to grips of like these inconvenient truths and you know, they're not to get me in and, and less like they run your life, right. Unless you're on the opposite side of them, uh, decided it's not good. Um, because very, very simple to dominate market-wise and this is what we go ahead. Not only just this an elimination, but also too, we teach very, very different ideas. Again, this is not regurgitating information, um, from the barber industry whatsoever, right? I think a lot of barbers, or you'll hear it regurgitate wise,Um, you know, raise prices when you book never.And that one before, um, you know, post every day, pass out business cards, all of a sudden. Um, I love social media, but social media, it just accelerates and that can either accelerate growth or, or accelerate, uh, really the hamster wheel and for most people to accelerate the wheel that they're spending on. Um, cause again, they'd use it to get busy instead of growth because they don't know how to attack because they're building on poor foundations again, because they're not realistic about business wise. So you see how this thing, uh, builds into itself. Um, again, to what, what we do is very, very, at least like we take a very different, I guess, approach. Um, I don't, I mean, I don't even have a tutorial in this Eelevated mentorship to be quite honest. I don't teach how to cut hair. Um, because again too,That was true. We have all of YouTubeTo do that. There's plenty of great barbers on YouTube that can show you how to cut hair very, veryWell that doesn't do for your business. So, um, you know, we do,We teach very, very different things in terms of like, I even go in depths of like how to, um, you know, hire a housekeeperBecause again too, we got to think about ROI, positive things, you know, doesCleaning up your hat. Of course we have to at least live in a very likeClean house, but does cleaning up,It helps really like produce more income for you. No, not at all. It doesn't, it doesn't affect the main thing. You know, I've actually gone through a lot of these things and testing the of things myself well. Okay, cool. What actually makes the ball go faster? You know, we don't all the way down to even diet wise. What should you be eating? How to properly, uh, get the right nutrients in your body, clean energy burn, clean, good energy, uh, tracking, sleep, how to sleep. Most people don't even know how to sleep to actually get the results they need. Again, this is not like what we do, like a better part, what we do, but you can see the different angle that we take because again, to most people just are very, very like cut hair. How do I fade? Like people are like, do you teach how to fake? I'm like, no, I don't teach how to fade with, does that work for you? Like, no, but I need to know how to fail better. I'm like, God bro. LikeIt doesn't work. Um, you know,Show you exactly how to become this new individual. So all right. Again, like how you operate in day to day basis is going to give you an output of really what your life is made up of. And so we show you how, at least how to operate in your life to get these results in your business wise. Uh, and not only like breaking lobby's beliefs, but, but uh, just even like showing you truly how they grab it all goes again to, I don't think most barbers go ahead and go this in depth with things just because they don't get their business up to that type of level. They're mediocre a type of, I'm just going to be cool right here and then go off and do this educational wise, which is not a bad thing, but to listen and to regurgitate information into copy, it doesn't do industry any good.So we must get something up at a very high level. So, um, with that too, we've got a little stuff like mine, um, by all means if you want any more information, um, you know, in terms of what we do in Mr. B, it made, it sounds like this very interesting thing, I guess. Um, when we put it that way, um, you know, we do, uh, at least, you know, take, I do a very strict vetting process too, by the way, I don't take on just anybody in this program. Um, I do actually, um, I do reject a lot of, uh, applicants who at least email applied just to hop on a call from me, right. Even the call is it doesn't mean that you're in the program. It just means like I got to see if I would even want you even inside of this program, because again, we have barbers it's very, very different when you have barbers in a program in a tightly nested networking group that all want to charge 200 bucks plus and have the tools to do that.You get very, very different results from a networking group like that, uh, versus people who just have all these different ideas or like different things and wants and desires. Um, so I gotta make sure you're a good fit of course, but, um, you know, I, I, I do just, I do just reject a lot of people from this program cause honestly not a lot of people can can, uh, for what we have. Honestly, these are deadly tools, not only like what we do, um, business structure wise, um, again, to what most people want to go ahead and, and build their business off of is aStandpoint of, I got cheap haircuts, come getErica from me when it's not that right. It's,You know, your product, can you put thisProduct and communicate to the right clientele that sees that sees price point and they can, can you convert on that client as well, too? And then also repeatedly do that a higher price point consecutively that actually becomes very, very difficult for a lot of barbers to do, but again too, that's what we do inside of elimination. Now, if you're wondering, you don't need more information on the program, um, of course we go ahead to new era of barbering.com and go to the resource section. Again, we have plenty of blog posts and stuff of that sort. We also have a free demo breakdown, uh, kind of going through exactly a little bit more of what we go inside of inside the program. Uh, week structure wise, it is a, an eight week, uh, I guess the curriculum is eight weeks long. It's not eight week program, but it's eight weeks long at, in curriculum.Like, um, you know, it's the lifetime for people who are inside because again too, as long as people want to get some results, we're going to make sure that they get there no matter what, right. And we're always testing it, iterating on new things and new ideas, um, to make sure we are always ahead of the game and not somebody who then becomes in a traditional standpoint in really, um, this is really at least nobody again to it's ahead of its time almost. Um, so I'm very, very, I take great pride during this thing. So I had new era of barbering.com. Um, really check out the resource section for more information, or you could check out, I'll leave a link down below as well, too for the demo breakdown. So you can get a little more information on that. If you're even interested in scheduling a call, obviously you would have to fill an application and kind of go through the application process.Hopefully, you know, if it checks out I get into, I only reject people because they're not going to be a good fit, right. I'm not in the business of making sure, you know, just getting anybody in. I want to make sure we get the right people in because when you have the right people on the bus, that's when you get, treat something truly special. So when I show you the right fit for this program and also to, yeah, I'll be very straight up with people. Sometimes it'll be like, look, I honestly don't think you're a good fit for the program because we can't get you results for where you're at right now. I'm just not going to make an offer on somebody who at least doesn't fit. And I don't truly believe that that what we have actually worked for them. Um, again, this is not something I think, I think that's actually a very bad business, right?It's like trying to cut somebody's hair, that's bald, right. And charge them like 150 bucks for that. It just doesn't make sense that they haven't, they, um, so we'll kind of leave all those links, blowgun. There's a proper cut link down there. Um, if you want to do any more information, of course, newer barbering that com um, now take you to a website. I think that's about it for this video though. So with that, um, I noticed a little active video of that two minutes, uh, so to speak, but let me know what you thought of this video. People act, actually know what, if you make it to all, if you make 52 minutes and 11 seconds, um, let me know in the comment section below, you know, exactly you made it here. Cause that would be quite a journey that you just went on.So again, thank you guys very much. Um, and, uh, I don't know if I'll, well, I too typically do a weekly videos. Um, I'm in the middle of a moving process, so we got to see if we can actually get something. Um, that's why I have a little bit different setup of a woman. We didn't, I do it in like my living room, but it's a lot of boxes and stuff going on right now. So, um, what I'll do typically, if you're new or you are new to this channel where I do typically drop a video like this, not maybe not 15 minutes in length, but a video always tours where we do go over more business-minded game, uh, every single week. Um, so we're going to, you know, if you'd go ahead and, you know, make sure you'd like to and subscribe to this, uh, video and channel, uh, if you're more interested in watching more content, obviously, you know, you can also check me out on Facebook, uh, go to our Facebook page at, uh, deluxeEDU. And I had toRemember my Facebook, uh, page, uh, where we do also do drops, uh, resources, uh, for free, uh, as well as like you said, some soon results and stuff like that. So he gets an also see exactly what's kind of going on sip today with program also, uh, Instagram to, uh, where I get like update in terms of anything.Well is just so much,You got some burping. I don't know what's going on. Other than that. Um,Yeah, if you knew the channel,Go ahead and like subscribe. And with that, we're going to wrap the video. Then you got so much and I'll see you guys next video.