0:01 Hey, welcome to today's episode of the Atlas podcast. I'm your host Daniel Martinez. Today we have my co host Anthony, Gilda and special guests. Nick Huber, from where you from Nick? I don't even. 0:12 I'm from Southern Indiana. I live in Athens, Georgia. So, Athens, Georgia. 0:16 I used to live in Locust Grove, which is in Henry County. 0:20 Yep. It's a I like it in the South. Nice people warm weather. 0:24 So I What's funny is, is that I actually grew up in Hammond, which is by Chicago, Indiana. My wife calls it the armpit of the United States. The sun doesn't shine there. 0:38 It's not too bad. I was in the very southern part of Indiana. But yeah, Northern Indiana has some same weather Chicago, which can get pretty rough. 0:44 It's rough. But the sun doesn't shine in the Midwest. I don't know why. It's always juggling. Well, photo says a lot. So you're from Athens, you from Indiana and live in Athens now? Do you invest in Georgia? Are you all over the place? 1:00 Yeah, we have 1111 storage properties here in Georgia, one in Florida. One in North Carolina, several in Virginia. And then we kind of work our way up through Ohio, Indiana, Illinois, Pennsylvania, New York, Connecticut. We're all we're all over the place. 1:18 So you have a really big Twitter following. And some people would consider you a troll. How do you how do you reply to that? Do you because how 1:26 does that make you feel? I don't know. No, I think I like to, I have a weird sense of humor. I like to draw attention to just unique little nuances. And the fact you know, most of my tweets make people mad because a little part of it is true. But overall, they're pretty outrageous. So I also I also have a lot of opinions that are kind of weakly held strong opinions, but I'm not sure on them. And the best way to kind of get a consensus and hear from a lot of smart people is to tweet it out as fact, and then see how mad people get and see what arguments we will make and you can learn, you can learn that way. 2:04 They can help you make some adjustments. That's right. I think we do a little bit of that of ourselves, don't we? Daniel? 2:12 I think you, you build an audience off of controversy. And people people don't like people don't like smooth people that like people with rough edges. So I think it's a good building technique. 2:23 Yeah, very few people actually do the work to form their own opinions. So it's not easy sometimes to be controversial. And I'm not controversial from a political standpoint, or where I'll just argue one side of something where the argument has been beaten to death. I'll kind of bring up you know, things about parenting and entrepreneurship that people don't. People don't generally see. And I guess the biggest the biggest one is the Filipino and Latin American labor that I hire in my, in my, in my in my company and what people don't understand and what very few people who don't study economics know that 493 of the 500 fortune 500 companies have employees in these kind of wage arbitrage. Low Cost of Living countries. And but yet people get mad at small businesses for doing the same and, and send me hateful information on their iPhones that were assembled in Bangladesh for $3 an hour. So it's all kind of funny. 3:24 Well, I like I like Alba. I really like this conversation. We'll dig into real estate in a second. But I like this conversation because I think it's hilarious because everybody supports all these like big fortune 500 businesses, and they love him because they they're consumers of that product. And they have nothing bad to say about it. But they don't like looking behind the curtain because it doesn't like remember what their opinions states so 100% their iPhone, they're there. I was laughing because I called Domino's and somebody from the Philippines and somebody Domino's phone calls making my order, like come on, like, this is this is this is where it's heading, like either adapt to survive. And if fortune 500 company is doing this, like why not copy that? You have to reinvent the wheel? 4:03 Yeah, yeah, that's it's 100% the truth. I mean, as a small business competing locally or even with an agency or a firm that competes nationally, there's, there's a really great way to get a competitive advantage over other small businesses, because very few American companies with less than two or 300 employees have any workers overseas. But if you can do that, when your employee when your company's 1015 people, it can, it can give you a pretty serious competitive advantage. 4:32 You know, I have a perspective on this right now. That's a very fresh perspective. I just came back from Cancun and men like our shuttle driver of brand new shuttle, really big company do Teddy makes $10 a day? Right? So by us, like the tips that we give them could be equivalent to their full day's pay. Right and then there's lots of people there that are just hustling man I mean, there's nothing like anything like candy chips like like just literally anything to be able to make a living wage. So by us is giving them a job like just because it's not comparable to what you see in America, you know, then hey, it's still giving somebody that opportunity that they would have never had like down there, there have been literally people working for free all day long, just trying to make tips. So I think by us giving them a consistent wage, and you know, their cost of living is a lot lower. So I think the argument is probably nothing too much more than just virtue signaling. And because those people need that money just as bad as anybody else. 5:25 I think it's the sad part is that a lot of Americans act like they are entitled to certain things just because they're American, and that they as human beings are a pedestal above folks in the Philippines or in Latin America. That's just, it's just not true. Human life is a human life. And I think a really interesting thing happened. It was over a year ago now, because I've had these folks on my team for a really long time. But after a meeting, one of my Filipino employees, said, Nick, hold on, you know, get on, stay on after this meeting, I want to talk to you about something. And the first thing I think, as a business owner is Oh, my gosh, this employee is not happy, they're gonna ask for more money, they're gonna ask for more vacation or whatever it might be. Because that's what I was kind of, that's what I'm used to a lot of my Americans. But after that meeting, he's like, Nick, I just want you to know that like, my sister had, me and my sister share a home and we take care of our mother, because my mother has a disability, she can't work. And so we take care of her, I just want you to know that since I got this job. Before you I was working for $2.20 an hour, but I had to commute in a crowded bus for two hours each way. So I really couldn't, you know, we make that much money. And I was I was spending a lot of my time commuting. But after I got this job is my sister no longer had to be a sex worker to pay for my to help support my mom. And I was just like, holy shit. People don't understand this stuff. 6:48 100%. That's crazy. I think about that, too. Because I've had, I've had Filipino workers for over two years now. And I went to interview too. And I'm like, let me just hire on both. 7:02 Let me just, I'm a partner. I'm a partner in a company called support Shepherd. For that very reason. I, I use shepherd to kind of be the agency that goes and finds these people. Like they helped me build the job description. They helped me rank the English, they vet vet the candidate. And then they brought me three candidates from my very first interview. And I interviewed them all back to back, you know, 20 minutes with 120 minutes with another 20 minutes with with another. And at the end, I was like, I want all three. I mean, are you kidding me? I can I can get this level of talent for 475 an hour, $4.35 an hour, $900 a month, it blew my mind. I hired all three of them. And I guess the rest is history because it's it's 50 Plus folks now working with me from over there across my companies. 7:46 That's amazing. I think a lot of people underestimate the value of people that they actually come from over there and I think they they are they deserve a lot more credit. They really 7:57 have you all hired anybody in Latin America yet and then Columbia or any of those any, like, 8:01 I've had really good experiences with the Philippines compared to anywhere else. 8:06 But the Philippines is the Philippines is super strong when it comes to English, repeatable tasks, data entry, like a prep our spreadsheets for underwriting. But when it comes to like some decision making roles, and highly educated folks in Latin America in Colombia for 12 to $1,500 a month, you can get engineers that have graduated from the top university in Colombia, that are Excel wizards. I mean, in our in our underwriting department, we have two folks in Colombia that are running, you know, running back office, underwriting English is not as strong. So if you if it's client facing Philippines is better, sometimes. But obviously, there's different skill sets in both areas. But we've we've had, we've had a ton of success in Colombia to 8:52 they're really they're really strong candidates. And I like all my all my all my team is all they all graduated, they all have a degree and I'm like, This is crazy. Yeah, it's awesome. They're really they're really good people too. And I think I've gotten like personal Flack, and I'm sure you get it, I'm sure you get all over Twitter, but like, I got a personal flack from my family. Like, one of my one of my parents was like, I hire where's your hiring Americans? And I'm like, you don't get it? 9:18 Well, we are we are also hiring Americans. But I mean, it's pretty clear. If you do business in a lot of these spaces that we do business in, if there's just not enough Americans, there's not enough people to do this work. I mean, you look around at everything that needs done, the quality of life that we have with all of our software, the way data moves, our real estate, I mean that if anything can be done in a back office from a computer, it's a blessing that it can be done that other countries can help us get all this done to make our quality of life so good in my opinion. 9:45 So I want to ask you this, how you have 50 employees, how do you utilize them because I know you said you have some an underwriting but what's the what's the uses around all your in your businesses or businesses? 9:56 Yeah, so at our our cost segregation firm, it's engineering it's say deals on a lot of Latin America, in our, in our real estate company 45 employees there 10 Are Americans the other 35 are either Philippines or Latin America. But But yeah, it's a, it's customer service 24/7 Customer Service at my storage facility, it's collections, it's property improvements, it's closing procedures. You know, basically every division has some, some folks abroad and 10:29 yeah, they're, they're really great. Because I think even that point, like you can get personal assistants, maybe like your admin, whoever that that major person who's gonna get help out virtually with appointment setting and getting tasks done, and maybe answering emails and customer service because, like, there's so much like, behind the desk tasks that can be done virtually, that they're just there, they're well suited for those positions. 10:50 I have a friend who runs a commercial real estate appraisal company, and he actually paired he paired a Filipino with every one of his appraisers. So that while the appraisers while the appraisers are out there kind of communicating throughout the day all day, but the Filipinos keeping up with the emails they're keeping, they're helping make the reports they're helping them compile data so that it used to be they could appraise you know, three properties do two or three site visits in the morning, and then they go back home and spend the rest of that day and the full next day in the office doing admin work. Now now his appraisers teaming them up with admins can do double the amount of work it's it's a, the use cases are pretty awesome. And my other friend runs a a general contracting company, he builds out build builds out quick service restaurants and gyms inside of strip malls and also builds out offices. And as estimators. He's moving his estimators overseas, he's also given his construction managers, his PMS, every pm kind of gets a teammate equals like, it's not really a virtual assistant. It's kind of like a Office admin staff personally for that PM. So they're running around all day, they're driving, they're taking meetings, they just don't have time to be responsive by email. And so just the backend admin half just makes it amplifies what an American can do, even if they're on the ground. And in a pretty sweaty business. 12:12 Man, I would really like to take a look at at your infrastructure and how things are run, because I'm just trying to imagine like, Where would we put 50 people, but I guess he has to start to have the same repetitive tasks over and over at scale, then of course, you're gonna need to have those people in place, I felt like we train a good employee. And then now they're in a position to bring on their own assistant, right to help them do some of the menial stuff. And then it would continue to stack on top of itself as the only thing I could think of, I guess we didn't want to get too lost there. I guess moving into real estate and we can talk a little bit about the assets you go after sounds like you have a lot of different states you're operating in the do you stick to your specific type of asset? And then I'm very curious about how you run your marketing for those assets, if you're at liberty to share that stuff, because I'm just a marketing nerd. 12:51 Yeah. So when when we buy a building, and then in a geographic region, I mean, everybody finds a local business in one of two ways. They drive by it, or they find it on Google. So we're, we're running local ads, we're doing local SEO, a lot of link building campaigns or individual landing pages when it comes to search engine optimization and ranking on Google. And then a lot of Google ad spend, I mean, we're optimizing. We have a performance marketing company called add rhino@rhino.com. I'm a, I'm a partner founder in that business, I found I basically found the best performance marketer that I could and, and brought him in house to kind of work and amplify with all my businesses. But the, the asset class is the same, it's self storage, we're sticking with self storage, we've raised about $40 million, we bought about $100 million, with a self storage, it's all over the place. So geographically, we're incredibly diverse. But when it comes to asset classes, we focus on self storage, and it's Class B Class C, I call them row buildings, you see the self storage facilities that are just one big building that a Class A, that's not what we do, we do the drive up, drive up buildings, where you can see your door, your garage door from the outside. 14:05 Okay, one thing I like. I like how you, you hire your businesses around your niches. And then the one thing I love is using SEO, and AdWords, because I think a lot of businesses aren't utilizing that, especially in the commercial space. The commercial space is very, very unfriendly listening. It's very, very underutilized for SEO. And we're, we're a social media agency suite. We're diving into SEO and creating all this stuff around like industrial and stuff just because we like industrial and land, a lot of different stuff like that. So 14:36 the opportunities, the opportunities with SEO are phenomenal with AI and programmatic, SEO and just the ability to create content at scale. But I think the we're finding that when you're competing locally with with five or six other self storage facilities in your town, or whether it's self storage, or HVAC, or whatever kind of local business it is, if you get your keywords right and you get your landing page, right. It's just link building like you get you get 10 solid backlinks and you're gonna, you're gonna, you're gonna dominate I mean, it's not as it's not as tough to dominate SEO as a SaaS company that's trying to compete nationally. You know, we kind of use geography as the moat, and it's nice to compete in a small town with the players in that town. 15:18 One thing I really want to I really want to mention because I love the story you tweeted out, it was like maybe a week ago, two weeks ago about how you were writing chalk on foot pass. Can you talk a lot about that story? Because I don't want to ruin it and dump a little bit because I love that tweet. And I'm like, Man, this is such a dope strategy. And I love that you're early on. I don't want to ruin it. Go ahead and tell your story. 15:39 Yeah, I've, I've always thought that the stuff that doesn't scale, whether it be entrepreneurship, business, sales, or marketing, the stuff that doesn't scale. If you do it well, can be a massive growth hack early on. A lot of entrepreneurs they watch Shark Tank, they think about building the next world changing thing. They got a they got a market at scale, build out a full on corporate marketing plan to get the idea out for business. I ran a local company and my company did pickup and delivery for college students. I knew where the college students lived. I knew where they walked every day. I knew who the exact target customer was, for my student storage company. I knew that 60% of our customers were female. I knew that 60% of our customers were also freshmen. So in Ithaca, New York, there's actually a dorm that's only freshmen women. I knew I knew that that dorm, that one spot that one geographic point, is where my customers lived. They lived there. It's not like they just shopped there drove by sometimes. So I was in a business where we did college storage, college students storage. I knew where they lived. I knew where they walked. I knew what classes they went to. I mean, there'd be foot bridges, it'd be pinch points on these college campuses, where all of my customers would walk to class every day. And so we looked at Google AdWords, we looked at SEO, we did that stuff as well. But when it came down to it, I got a box, a box of chalk, went out on the campus. And there's a bridge separating north campus from college, from Central Campus in Ithaca, New York at Cornell. And I went on that bridge every morning before everybody went to class. And I wrote college students storage, storage squad.com 2999 A box all summer. And they walked right over the ad. And sometimes I'd be I'd be writing this in chalk. And I would see kids stop and take a picture of it with their phone and send it to their mom to sign up for and then I would see the email come in of the new customer 10 minutes after I wrote this talk. And so the picture that I that I said this was when I was I started this business when I was a junior in college. The senior year in Ithaca, we painted that campus with chalk and put slip flyers under all the doors, you know, just did the marketing that didn't scale and we disrupted the local storage market. I mean 2000 kids use storage and they all use the one competitor and the next year 1000 USD that competitor and 1000 USD us and we did almost $300,000 in revenue and it goes crazy. US run around me and my business partner run around putting chalk ads on the ground slide and flyers under doors. And we decided to launch in Boston because Boston is the student storage Mecca like it's it's Northeastern is there be used there tufts there Harvard's there MIT is there Brandeis, all these colleges were right in Boston, we knew again, we knew where our customers live. They were all expensive private schools. They were all from a lot of students were from out of state even out of the country. We knew they were ideal customers for us. So I bought a my partner and I bought a box truck on the south side of Chicago for $2,200. drove down south side of Chicago on Craigslist bought a box truck. I put 50 things a chalk and a lot of T shirts in that box truck and I drove to Boston. My wife was working there as an as a dietetic internship, she had an internship, I slept on, I slept in her apartment, parked my truck out in a paid lot where I had to pay $1.25 every three hours to park my big box truck. And I spent the entire month of March on these college campuses writing chalk advertisements. I went through 60 boxes of chalk. I probably did 2000 ads. And I would go to Northeastern, and again, I knew where my customers lived. I knew where they went to class. I knew what time they went to class. So all I had to do was write a chalk ad on the ground that said $29 A box storage squad.com You know, student summer storage. I did that same ad all over Boston for an entire month. Just me and my wife helped me a lot to in the evenings and the weekends. And we got I think, 3000 students, 3000 customers, the very first year over $500,000 of revenue. 20:13 That's incredible, dude. I love that story. Daniel sent me that tweet and I clicked on it, I was like, This is amazing. That's something like, even me as a seasoned marketer. That's thinking way outside of the box. But also, like you said, keeping it very simple. So maybe you can't scale that. I think that's a lot of times where the sweet sauce is, 20:32 yeah, I got I got kicked off Harvard's campus three times by security, and eventually gave up Harvard is the only one that didn't let me put my chalk ads down all the rest of them. All the rest of them, maybe they didn't like it, but they didn't have anybody that went to the trouble of trying to stop it. 20:48 What I what I really liked about that story is that a lot of people like they think they're doing enough to succeed, but they're not doing enough to succeed. And I think I think you can say you did enough to succeed on that one because I think even getting up early or getting up at a certain time knowing when they go out like putting it out there because I'm sure the shelf life of the ad isn't very long if it rains, you know, 21:08 it's even if it's windy, like Yeah, the the chalk ad is going to be unreadable in about 48 hours. So yeah, you got to you got to go from campus to campus to campus and I could hit three campuses a day and put 15 Chalk ads at each look at each campus. And two days later, I was back doing it again. And I was getting customers so fast. I the customers were coming in customers were coming in customers were coming in, and about April 1 or second, we're like three weeks away from doing our first pickups. I'm like, Oh my God, I need I need employees now. I need employees. So I so I went to Northeastern it's the quote school that gets out the earliest and I in all the same locations I put need summer work question mark, you know, 1212 to $15 in our storage squad.com/apply. I wrote that ad all over North Easterns campus for two weeks until I had 15 Northeastern kids hired to drive trucks and and delivered you know, the service that I promised all the other kids and all the other campuses. That is 22:06 that is genius for the customers out in the exact same place and then do the hiring right out of there too. 22:12 Yeah, we were scrappy, if there's, we didn't try to early on in our business journey. We just didn't try to think too big. We didn't try to take over the world. We didn't care about scalability. We didn't watch Shark Tank. We didn't even really call ourselves entrepreneurs. We didn't read entrepreneurship books, we were just grinding. We just did what we needed to do to get customers and then deliver a service made a lot of mistakes along the way too, of course, but survived. 22:37 That's that's the best part though, is making the mistakes doing the work. And I always talked about this too is like you have to do the work. You have to do the work. It is what it is like you have to do the work and a lot of people think they're doing enough. And I think that's the epitome of doing enough. When the money starts rolling and you're doing enough, you know, you figured it out. I love that story. I believe that he told that because like it was such a dope tweet I like I love like him as much as a troll you are like that, like okay, that makes sense. It brings it all together now. People can 23:06 people can, they can like me, they can hate me. They can despise me, they can talk whatever junk they want on any of my tweets. But I'll never be accused of not really working my job working my butt off to to get some things going back in the early days. 23:23 I wanted to make a pivot into business brokering. I saw this too. And I love that you're leveraging your personal brand. Can you talk about your NICU or.com or business brokerage? 23:33 Yep. So my, my dad was a VP of construction for a developer for 35 years. And he built I think it was 62 or 63. Nursing homes assisted livings and apartment complexes for developer in southern Indiana. super talented, great salesperson, just he's just a charismatic person who understands the world and can talk to anybody. He called me two or three years ago, and he's like, Nick, I'm, you know, my my boss is retiring. When am I going to come to work for you? Like when am I when do you need me? And it's not like it wasn't about needing it was like that I can't afford you like you make 150 grand a year. I can't afford to pay you to come to work for me. And I don't know what you would do. Like I just need a little more time and you do a bit more time. So I kept growing the following kept growing the portfolio of businesses. And last year, he's coming on with strong he's like Nick like this is the trajectory of my company is changing. They're not doing any more construction like I need. Like when can I come to work for you? When can I come to work for you? And finally, he called me about six months ago and said, Nick, I, I quit my job. So I don't know if you're ready for me or not. But I need to I need a job. And so I said okay, well I've been looking at this business brokerage that I want to start, we need to build a small team but I just want you to work on special projects and partnerships and growing the Nick Huber brand, because, like you said the reach was just getting incredible on Twitter with the business owners that follow me and are fans of me and are building companies. So my offering of businesses that I was starting was starting to grow. But I also kind of realized that most business brokers don't have distribution. And that's the one that's the one thing you need a business broker. So it was gonna be Nick huber.com, a business brokers, we're gonna buy companies, I'll buy a couple companies through the years, I'm going to sell four to five companies a year that that fix that meet with the parameters of what we're looking for, which is generally service businesses, either online or in person, or real estate assets. And then my dad came on as, as the first hire, we made a another hire with a little bit more tactical experience in the business brokerage world. But yeah, we're, we've been added about three and a half months, and we're about to take out our first two listings, to, you know, to my audience of people who might want to buy them. 26:06 That's amazing. I think I think the people underestimate you're not necessarily you personally, but the underestimate what personal brand you can build, and ways to monetize it. And I think you if you have the right people following you, that is the whole key because like people can have like millions of followers, but they're not being the right people. 26:23 It's been a really interesting thing. And I'm learning that, yes, the people who follow me, are dealmakers, they're in the trenches, they're building companies. That's, that's learning number one. And when you have that, when you have a bunch of companies that are, you know, needing a lot of things, and you got a lot of line items in your business where you need, you need web development, you need SEO, you need hiring, you need recruiting, you need all these different things. The part that I didn't understand was going to be my ability to attract talent. Meaning, okay, yes, I have all these businesses that I can potentially sell into, and all these services that I could start in all these businesses that I could start, but I didn't know that of these 300,000 followers. And, you know, I got 400. And in the last six months, I've had over 450 million impressions on Twitter. When you have when you have that kind of reach, you can really attract people to come join your team, and work for your company that are super talented, super talented. And if they understand if these people that come to work for me understand the reach, they understand the distribution, they understand the long term goal, I can find a way to motivate through equity, salary, whatever it might be, I can motivate exceptional people, come on my team and help me build businesses. So that's been my goal right now, in the near term is to build a suite of kind of foundational businesses, meaning these are businesses that all of my companies need. So I went out and recruited the best performance marketer started out right now, I've recruited the best recruiter started recruit jets to recruit talent and hire talent inside my company. I hire Filipinos and Latin Americans through sport Shepherd, international recruiting company, the list goes on of just ways that I can supercharge my own company, through my own services, grow that base to make them all profitable companies in their own right, use my platform to attract operators to come in and partner with me to run these companies. And long term, I want to start buying businesses and investing a lot of my own capital partnering with people in companies. And that's where, you know, my dad in the business brokerage fits in of, hey, we're gonna we're gonna build our Rolodex full of killer operators, and businesses that we might have our eye on in the future, and kind of build a family office holding company over the years 28:45 is dope. One thing I love is we have a CRM company like software, digital SEOs kind of agency. And I'm like I told I think I told I don't have any members. And like one of the dopest things about having that business is off pay for that anymore. He's coming out of the operating budget. 29:02 Yeah, yeah, like, and also I started, I started SEO company, bold SEO, and the first seven clients are already signed up. Like, all of my businesses need link building services, we're gonna get on link building packages right away. So when I'm putting, when I'm putting 20 grand a month on the, on the monthly recurring revenue from just my own portfolio, it's a lot easier to make, go ahead and make five hires, like, let's go ahead and build a team to start this company. And it's you starting with a competitive advantage in a way like you said, 29:36 you said, you said you offer link building services. 29:39 Yeah. So bold. seo.com is a is a Content link building agency where we it's basically a domain authority, like we're focused on domain authority for SEO. So we're going to go to link build a ton of backlinks for all my companies to get us to rank higher on Google. 29:56 Now, that's something that we need right now. We're actually looking at ranking in a couple of various specific niches. So do you have like, any way we can get you like for a consultation? Like something that's a little bit more focused on our business? And I wouldn't want to waste the whole podcast on that? I don't think but is that something that you offer? Or somebody we could sign up with? Like your number two? 30:12 Yeah, I mean, that's my dad. That's my special projects guy, like, he knows all of the companies inside of my holdings. He knows what my interests are as far as potential partnerships, relationships. So any anytime there's like an exciting opportunity, because my, my Twitter DMS, just get overloaded at this point, I'm getting 2030 DMS a day I'm, I'm just getting kind of overloaded with people. So I'll chat with them. And if it's something that I think is worth time and energy, I'll my dad will meet with them. And he'll get a feel for what they're about and, and, and how, you know how a potential relationship might work from there. But no, I think on Nick huber.com, you can see the list of all my companies. And if any of those services stand out, yeah, email me, you and I can we can talk directly for sure. 30:58 Do what a blessing to work with your dad like that. And then I would love for my dad to come work with me. He talks about it, but he's retired. But I mean, I think sooner or later, I can push him over the fence, but find a good spot for him. So congrats on that man. And I think that's probably the biggest blessing that I've heard you say so far. That's so cool. I can't wait to meet you that 31:14 it's really rewarding. It's really rewarding. It's fun. And also he didn't. He didn't really understand what I was trying to do and what I was trying to build until he got until he got thrown in a he he knew I had a lot of Twitter followers. He knew I had two podcasts, he knew I had an email list. But he didn't listen to the podcast. He didn't follow me on Twitter, and he didn't read my emails. So he didn't, he didn't really he didn't really know and understand what I was building. Now that he's in here. I mean, he'll, he'll send me emails every single day to be like Nick I met with, I actually could read an email that he sent me today. It was it was, it was awesome. 31:50 That's exciting as heck, 31:51 the most interesting dual citizen reached out to me from your Twitter universe. He said the guy's name. He lives in Panama, and he has a home in Miami. Also, I just spent an hour on a video call with him. We need to work with this guy. And then he lists he lists all the things that he's up to. And he said questions for me. Like, how would we want to help them raise money or how we want to get involved in this company, whatever it might be. So it's just, he my dad is now like, fully in bought in on what I'm doing and what we're building together. And now that he understands that he's having a ton of fun. 32:22 That's amazing. 32:23 I love that dude. Like the most I can squeeze out of my dad is he's wearing the hive mind hat and his shirt. Everywhere he goes, we he's wearing his hive mind he's representing but yeah, I would love to get him in on the business side, that's got to find a way to do it. 32:34 It's awesome. 32:35 I think we'll find a spot for him. Because we are doing some hiring ourselves. We're expanding into a couple little different niches and they all did, it took them I feel like there's so much overlap based on what you're doing and what we do and how we run our companies and our businesses. It just sounds like you're several years in front of us. But man, and lots of talk about men super cool. 32:51 I spend all of my time now bringing Oh, I spend half my time on my personal brand. Like I'm writing I'm doing a ton of content. And I spend the rest of my time like just gathering amazing people. That's it. My all any accompany a company is nothing more than a group of people. Yep, that's it. That's it. That's all it is. And I My job is to be the leader, the people who get people bought in the people who make people excited, and I'm gonna give them the tools to get in and do what they do best. I'm gonna find people who are better at stuff than me. I'm gonna make sure they know how to operate and delegate and run a company because it's not easy. That's the hardest part of everything that we do. Yeah, I mean, I'm in talent. I mean, you know, talent accumulation mode right now. 33:36 I love the mindset. Do you think that's what we are to tell Daniel, like, look at the people we're surrounded by man. Look at the people we're surrounded by these are like, we feel like it's the 18th. Like, if you go out and you try to find like, people that are more compassionate, charismatic, fun to be around positive. It's like, dude, if we only if this was the rest of our team for the whole rest of our life, amazing, like we already made it. But you get 33:56 these people, you get these people together, and I call them connectors. These are the people that are really, really good at what they do. They're super competent, and they're also just good people and fun to be around. Like you said, that's a really important part of it. Yes. But when you put these people together, they, the thing about connectors is like they they amplify each other. I have a theory, I have a theory that like a 10x employee. The worst thing that you can do for a 10x employee is put them around a bunch of C players, if they're gonna quit, and they're gonna go somewhere else. Everybody knows what it's like to be at a company. Nobody's doing their job, right? You're more stressed out because nobody's helping you, you end up doing a lot of things that are not worth your time. And you just cannot leverage your skill set in your ability to really grow the company. Yeah. On the other end of it, if you're working with a lot of people who kick ass all the time and all and they just love kicking ass. That's that is fun, because every 10 Extra I know, the most thing that we could get out of a job is is to just produce like, I want to feel productive. I want to wake up I want to make moves. I want to get things done I want to build and when You get a lot of people who share that same desire in the same company in the same organization, they amplify each other and it's contagious. And it's just a, it's a beautiful thing as it as it goes. 35:10 So there's there's like, there's, there's something that goes values. Like, it's like when you had two employees together, it doesn't equal to, if you have like, 10, mixers, like one plus one equals 10, it doesn't even make sense. But when you put them in the room together, they amplify each other 100%. And they want to do good things, and they want us they want us to the business grow. Because when they when they aligned with the business mission, it's literally limitless potential. 35:32 Agree, it's, it's what's so rewarding about being an entrepreneur, and I, I, I've been looking at just where I'm at in my career, and how my life has changed in so much in last five years, and what I'm on track to do. And I want to become a billionaire. Not because of the billion dollars, but because that would mean I have built and grown even more of these taxers I've gotten together, I've made a lot of people rich, and like that just the impact you can have on a world on the world when you when you just keep going and growing and doing more and more as is a is pretty awesome. 36:11 It's not about the money of a billion, it's the impact of a billion people look at that differently. 36:15 Yeah, I agree. What 36:17 is it? About Anthony? I'll just 36:19 say, Yeah, we have some really big targets and goals of our own. And it's like, it's, it's our responsibility, if we want to see those dreams realized and those goals realized to be able to help and to build things at the scale that we want to build them that it's just gonna, it's gonna take a lot of capital and has nothing to do with with greed, or just piling up cash for the sake of piling it up. Okay, we have a lot of areas of the globe that we want to touch before we check out and it probably won't get done in our lifetime. But we got to race there as quick as we can probably gotta go. 36:44 Yep, yeah. And you got to raise kids who that are going to be good stewards of whatever you build. And I think I'm equally as excited about raising kids that can be great stewards of capital, I think it's, I hear a lot of people say, I'm not going to get my kids anything, I'm going to make them work for everything that they have. And I think that's the silliest thing. ever said, I started on, you know, my great grandfather came over from Germany, he started home plate at bat so that my grandparents could start on first. And my parents could start on second. And I could start on third. Why would I send my kids back to first, there's no, there's no nothing again, I want to start my kids one step away from home plate. And, and put them in a in a position where they can do high leverage things, they can feel rewarded, they can have a positive influence on more and more people. And I just I'm super passionate about raising good kids that know how to struggle and suffer and are not entitled and are humble. And it's not easy. When you have a lot of great things going on, you know, business wise, 37:47 you're just getting chills in my head right now, when you were talking man, like you have the things I'm teaching my kids now it's stuff like about, you know, charities and funds and doing more high level stuff, like you said, Why would I put them back on first base and have them doing hourly stuff and the daily grind? Like I burned my whole life do that I watch my parents do that. So you know, I think we're handling them different tools. And hopefully they have the same intensity and passion to work the way that we do. But yes, like know, what I'm trying to get them to start is Yeah, way, way, way ahead of the of the game, where they're looking at, you know, if they're looking to piece together a charity where they just start a fund and raise 50 million or 100 Millions and put it into practice and day one, instead of working 40 years to put all that money together to realize your dream. So this is a different mindset men, 38:30 I think, true, true success is a generational game. wealth, wealth, wealth can be accumulated in five or 10 years. Riches, riches can be accumulated and five wealth can be accumulated and maybe 10. If you if you're an entrepreneur, and you really know how to delegate and leverage your skill set, but like a true culture inside of your family is it's just it's important to me, and I think not enough entrepreneurs focus on that. And a lot of entrepreneurs that we idolize, that are famous, they've changed the world. A lot of them weren't great parents, and I think that's just really sad. 39:05 Yeah, that's a part I don't want to miss man. And I also just because of the level of intensity that I am comfortable working in, I just I can see easily how a person could miss it. You know, because you're so like, just delve in what you do. And it's all you think about and it's like it's in your blood, like a chemical, very, very easy to miss out on on those best moments with the kids and having those those teachable moments or just those memories. You know, they're gonna say, hey, my dad, my dad said this. 39:30 This is really hard because playing business at a high level, playing this game at a high level is the most addicting thing on earth. It's like, it's like gambling. It's like gambling when you have the deck stacked in your favor. Yeah, people get addicted to gambling at a casino when the odds are they're going to lose money. Imagine how addicting gambling would be when you're making business decisions and you're playing the game of business with a competitive advantage. You know what you're doing the odds are in your favor. You're making decisions things now that are unknown with incomplete information. And you get to see the result of those decisions a week from now or a year from now or a decade from now. There's nothing more fun than the nuance and fluidity of business period. It is it is super, super addicting. So I can see it, I can absolutely see why folks get so obsessed with business and entrepreneurship that they sleep, that they're, they're a 50, you know, 50 plus year old entrepreneur, and they, they're worth billions of dollars, but yet they spend a month sleeping at Twitter headquarters, instead of hanging out with other people. I can see why, like I understand it, I can relate. Yeah, because because this is addicting. And the bigger you get, the bigger your ego gets, the more people the more people idolize you, and the more employees you get, the more power you get when you get wealthier. And then you realize that holy shit, like, sometimes the risk here is that you become your own you can you can become your own God. And that's, and that's you got to have the humility, and you got to have the perspective to avoid that when you're playing this game at a high level. 41:08 Well, man, that's powerful, dude, we're making a real out of that. And I do feel that and I think I've realized that early on when my kids were small, because I felt like okay, if I'm, if I'm thinking about it, in terms of minutes invested versus like, wealth created, it's like I'm burning minutes of their childhood, you know, to build to build this thing out. And it's like, I've just got to make sure like to allocate every minute appropriately, I guess. So you don't overdo it. Because like, same thing with like alcohol, you have a little sip and then too many sips and next thing, you know, you're annihilated. So same thing with the kids mouths, like I just want to be very, very careful with their time and later on the take off the college or whatever they're going to do, and that they're too cool for Dad, you know, then I'll still be going super, super hard, then I'm just trying to be super careful with what I do with their time right now. 41:49 Balances balances really, really hard. And, yes, I spend a lot of time on this. In this office, you're looking at it right here, looking at this computer, chasing invisible dollar figures in a in a bank account somewhere. But there's so many other areas of life and a friend of mine rock Thomas called them gardens, like there's a, there's a garden for your physical health, there's a garden for a relationship with your wife, there's a garden for you, being a father, there's a garden for your spirituality, there's a garden for your hobbies, there's a garden for your friends, and all of those gardens in your life need water to live a balanced, healthy life. Every single one of them you got to water your business, you got to water, your relationship with your wife, you got to have a good relationship with God, you got to have a good relationship with your friends, you got to have hobbies, you got to be physically fit and healthy. And if you lose balance, just like you mentioned, with alcohol, if you lose control and go too deep in one and the other start to fall apart, it's a really, really rough place to be. And it makes life not fun at all. Even if you dominate some areas, you can dominate business, you can get wealthy, it's beyond your wildest dreams. But if you don't nurture friendships, you're going to be lonely. If you're wealthy beyond your wildest dreams, but you're not physically healthy, and you've let your body deteriorate, you're gonna be you're gonna be on your on your deathbed at 70 years old instead of 90. And those are like having the balance is really really, really hard when you get the high in the rush from entrepreneurship, and you play the game at a high level. So keeping that perspective is not easy because look, kids, kids are not like 75% of time with kids their work like 25% sheer joy. But if you're talking about a three year old kid, like 75% of time you're, you're cleaning up, you're cleaning up the fact that he just shit himself all over the place when you're at the country club pool, or you're trying to get home it's 95 degrees in the car is hot as hell, you haven't eaten in seven hours and your your blood sugar's dropping, you feel like crap and your kids screaming at you in the backseat. Like, that's not all fun. It's kind of it's a lot of sacrifice. It's a lot of sacrifice, but it's so worth it. 43:53 Yeah, definitely, definitely be worth it. Man. You know, I like that you mentioned God to you. And I think people are afraid to talk about that even mention it and entrepreneurship and it's not like we're not Holy Rollers but we try like heck to stay grounded in our faith and our beliefs and that's something that's important to me. And similarly right you can go in the complete opposite direction you know, in the business, 44:12 okay, how can I how can somebody look at how amazing this world is, and the opportunity for memories and fun and building and just the opportunity that we have all around us and how things work how can you look at how freaking unbelievable all this is and not think that somebody put this together 44:30 this is not a chemical soup that was just like mass just accumulated a lot of times I joke but I'm dead serious like I'm big state guy. And you know having just this amazing incredible meal and like sometimes I just feel like tearing up like there's like people on this planet that are never gonna have this meal. You know, like so some some some creator put this together and then they blessed me with it for whatever reason. Then 44:52 I want to share I want to share wagyu Tomahawk with you someday, Anthony. 44:57 Oh, dude, I'll fly out there any day of the week. You let me know I just posted something on Facebook like two days ago, they weren't wagyu. But their total hawks 45:05 were like this couple. 45:07 Nothing better than a good steak, man. Nothing better than a good steak. 45:10 Yeah. Where can people find you online? I mean, I think we've covered a lot of good topics. And I hope everybody here is still here and tuned in at this point, but we're still finding online. 45:21 Yes, yeah. Follow me on Twitter at 20 startup. But I spend a lot of time on an email newsletter each week that I it's basically a personal diary of my own experiences, managing people how to be a better manager, I'm preaching to myself in this email newsletter, how to manage people, how to recruit talent, how to build teams, how to market how to run my real estate company. So if you're into making money, go to goto sweaty startup.com and sign up for my email newsletter. I send it out once a week and guarantee it'll add some value. I want 45:53 to I want to sign up right now, dude, I mean, I've been following your stuff online and all that stuff. Like I said, on Twitter, mostly, but then I think you and I have a lot of overlap. And I just I love your philosophy, your mindset, dude. So I'm so so glad we had this conversation and you took the time out to hang out with us. super appreciate. 46:09 I appreciate you all. This has been awesome. And I hope it hope to do it again sometime soon. 46:14 For everybody here, go like shares follow scribe. They just finished your time. We'll see you next time. Thanks. Thanks. Thanks, Anthony. coming on. We'll see you next time. Thanks, guys. Thank you