Hi, everyone, it's Sam Ovens here. And today I want to talk to you about something that is hugely important and that I see is tripping entrepreneurs and business people up all over the place. It's like a widespread disease right now. The thing that most people need to learn to do is to filter their information. They need to have something in their brain that sieves through all of the things people tell them and all of the things that they read and all of the things that they see, to figure out what is basically true and what is not true and the things that are believed to be true, they need to be tested and fact-checked and put through vigorous scientific method, like actual practices, to fact-check them and validate them and make sure they are true before adding them to your memory bank and actually basing your life decisions and your business decisions and your own personal philosophy off them.
And why I'm saying this is because I see a lot of people just read something on the internet one time and think it's true. Like, for example, I saw a conversation just yesterday where actual credible business people who are actually making money and they're actually widely respected for being good at what they do--and they are good at what they do--but in this conversation thread, basically people were saying that webinars are dead. Webinars don't work any more, right? Which is just a load of shit, because we have a webinar and it's working every day and it's never stopped working, and it's been working for three years and in fact, right now it's working better than it's ever worked.
So if that is true, which it is because I can guarantee you on that, if that is true, then how is the saying that webinars are dead is true? Because not both can be true, right? Something there is wrong, and I know for a fact it's not my thing. So I know it's their opinion that's wrong, and this is dangerous because people read these things on the internet and then they think, "Oh, well this guy said it and he's credible and he knows what he's talking about, and he said webinars are dead and they don't work any more. Therefore, webinars are dead and they don't work any more, so I shouldn't ever do a webinar and I shouldn't even think about doing a webinar."
You see how dangerous this is? You see how you can totally get tripped up when you fall into this pattern or this path? And it's everywhere. People do it with everything. I see people say "I'm thinking about starting a business in the real estate niche," right? And then people will comment on it and say, "The real estate niche doesn't work. You know, I've got friends who tried it and the real estate niche doesn't work. That niche-they don't have any money." Right? That's crazy again, because there are business in the real estate niche that make a lot of money, consistently. So if people are in that niche making money, then how is the saying that there's no money in the real estate niche and they don't buy anything, true? It's not.
Again, this is the mistake. I see it everywhere. People talk about webinars being dead, people talk about email broadcasts being dead, people talk about email delivery rates being dead, people talk about so much stuff being dead, and it really is like fake news. The saying has only really popped up recently. The whole saying "fake news" and the stuff about propaganda and all of this. The saying "fake news" is actually pretty new. It popped up around the elections, when Donald Trump was saying that some news was fake. People were like, "what? News being fake? That can't be." Because surely the news must have the truth. But it's never been like that guys. It's- there's always multiple versions of the truth, and a lot of the time you can't trust other people to tell you what the truth is. You need to actually be good at figuring it out on your own.
When you listen to other people, and you just think they should know, or they're authoritative, or they should've-I bet they checked. That's how you get into trouble. I'll give you a classic example, one of the biggest scams of all time was the Bernie Madoff scam right? He basically had pretty much every bank and every investor, had invested hundreds of millions of dollars into him. What happened is, once he had one major bank,- I don't know what major bank it was but lets say it was Chase Bank right? Once he had one major bank like Chase, then the other banks like Bank of America came along, when they were decided whether they should invest with him or not, they thought well if Chase has invested, then surely Chase did their due diligence. If Chase has checked it, then surely we don't need to check it. Those guys would have done the checking.
That's what they did. They invested without doing their own fact-checking and their own due diligence, and that's what happened, they failed. They invested in a ponzi scheme pretty much. They lost a lot of money. It's one of their worst mistakes of all time. Then imagine if Bank of America's invested and JP Morgan's invested, the third bank to the party, they're going to think, "well man if JP Morgan's invested and this other companies invested, surely we don't need to check." Now there's three players in the party, and then you imagine the forth one. Right? Then there's no need to check right? It gets worse with time, and this is what, this is really the madness of crowds.
When people crowd together, or when people share an opinion or belief, the more people that hold that belief or that opinion, the more credibility we give it and the more we believe it to be true, without factually checking it. This is dangerous. This is what I call monkey see, monkey do. This is how most humans live their life, they just walk out blindly into the streets, pretty much with their umbilical cords hanging out, just looking for something to plug them into. If someone tells them something, they just believe that, they'll just run with it. They're so susceptible to misinformation and they're so susceptible to believing lies and living their life and making decisions based upon lies.
The most dangerous thing about misinformation is that people can be telling the truth, I'm not saying people are actually lying, but people can be telling the truth, and what that means is that they believe it to be true, right? Because if you believe something to be true and you tell someone this is true, this is the thing, then you're not actually lying. This is the danger of it. If in reality it isn't true, then you're lying without you knowing that you're lying but you're not actually lying. You get what I'm saying here?
So this is the danger because people can give you misinformation without actually lying to you. They can be honest, good, people, meaning the best for you. So, in this conversation thread the other day when I saw it, respected business people saying that webinars were dead, I don't think they were lying. They weren't lying to you, they weren't trying to mislead you. They legitimately believe that webinars are dead. How they've come up with that argument in their mind, is they've tried running some webinars, probably with Facebook ads and things, and they haven't worked. So you can see how their opinion is, "well I've tried webinars that worked in the past and I've tried webinars now that aren't working, therefore webinars must now not work. Therefore, webinars are dead."Right?
You can see that's the argument, that's the logic line that's been applied to come up with that belied. They don't think they're lying when they tell you that. The danger of this is that, even when credible people, believe they have facts, believe they have experience, and believe that something is true, and you listen to it, it still might be wrong. This is the danger of it all. In the modern world, because there is so much information you have to be so good at this. Because there is information all over the news, all the time, you can't keep up with it. There's information in books coming out all the time. There's influences in people on social media saying all sorts of stuff. Then there's YouTube videos, then there's the conversations you overhear in the streets, and the cafeteria and things like that.
Then there's what you find on Google when you go digging, and then there's Reddit and there's so many places to get information from, that it's become pretty much impossible to actually know, what the hell the truth is, and what the hell is going on. This is why, really the best skill you can have in the world right now, in the modern day, is to filter your information. It's to be able to look at everything, take in vast amounts of information, crunch it all up, fact-check everything, test it, experiment it, triangulate with different people, and try and figure out what the truth actually is.
If you just listen to anyone, or anything, then chances are you're going to get the wrong information, and then if you have the wrong information then you're going to make the wrong decisions and when you make the wrong decisions you're going to fail or you're going to get results that are sub par to other people who are acting on accurate information.
I learned this early on. I- as a kid growing up I was like, "well what should I do with my life?" I listened to what other people told me. Teachers told me, career advisors told me, my friends, my family, my friends parents, they all pretty much said, if you want to be successful you should go to school, get good grades, then you should go to University, go to college, and then you should get a job at a corporate and work your way up, buy a house, save, do all of that stuff. That is success.
Who am I to question all of these people. This is my school, this the teachers, and then the careers advisor, well that person's the career advisor. If all they're doing is advising on careers, then surely they know more than me. Right? Then I was like, my friends parents, my friends, this many people can't be wrong. Surely it couldn't be. So that's how I weighed that information in my mind, and I thought, "Sam, you're going to do that." I did that, and then I arrived at my corporate job at Vodafone, which is a telecommunications company back in New Zealand. I was like is this it? Is this success? Is this this magic place that everyone was telling me existed at the end of this path that I've been following? It sucked.
What's crazy is I looked around and pretty much everyone else thought it sucked too, but it was just an unspoken sucked, because people didn't want to admit and confront the truth, which was actually that, this sucked and that it wasn't really worth it, going to university, working really hard for this corporation, because that was too hard to look at the truth like that. So they just kind of live the lie, and went about each day pretending like this was awesome but it wasn't.
This is horrible. Then I was like, "where did I go wrong here, because everyone told me that this was true. Everybody." I was like, "it's not" so how can everybody be wrong? Surely everybody can't be wrong, and surely the careers advisor can't be wrong. Surely parents, teachers, all of them can't be wrong. That's when I realized were they lying to me, were they actually wrong? Or what I really found it to be, is that they believed truly that that was the best path. So they weren't lying, they weren't misleading. They were just giving advice. What their advice was, is it was heavily biased, based upon the decisions they've made for their own lives.
So if a careers advisor they work at a job at a school. Right? To have that role they've probably gone to a university, and to do that, they've probably went to school. They've based their entire life decisions on that. Obviously if they're going to base their life on it, they believe it to be true. If they believe that to be true, then if you're asking them for advice, they're going to tell you what they believe to be true. You see how this whole thing gets messy.
The thing is, they would've learned that from someone before them, from someone before them, and that's how the pattern repeats itself. It's just like monkey see, monkey do, no one ever questions it. Its just like the great Bernie Madoff scam. Really a lot of people got scammed with this whole go to university bull shit. You don't really learn much, most of the time is spent drinking beer, and it costs you so much money, especially over here in America you have to go into massive student debt. Then what? At the end you might get a job? The job's salary is way less than your debt, and then you've got to pay it back and work for a corporation for the rest of your life? What a- that is Bernie Madoff on mass scale. That is the ultimate scam.
But people don't believe it still that it is a scam because it's common belief that [inaudible 00:13:33] true. This is where you need to filter your information. I learned this mistake early on in my life. So after that, I learned to really trust my own judgment. I thought Sam from now on whenever you have to make a decision, don't listen to everybody else. Surely listen to them, listen to their opinions but don't believe that to be true. Check it, fact-check it, test it vigorously, because you acted on this information, it cost you a lot so don't repeat this mistake again.
Then I go into the business world, I learned from lots of different people. I used to ask people, who's making the most money? Who's the best? Who's the smartest? Who's the best person I could possibly learn from? Different people would tell me different people. When people told me, when there seems to be a pattern recurring saying it was this one person, I'd go and learn from that one person. Then when I dug into it, and really got into the training and everything, I found out that really it wasn't what everyone- what it seemed.
They weren't really making as much as people thought, there was a bit of smoke and mirrors in there. There was a bit- things weren't that congruent and I could find the flaws in there. Don't get me wrong I learned a lot but things weren't really what they seemed. Then I thought, alright lets move on to the next one, and I'd find the next person to learn from. And again, something wrong. Again something wrong, again something wrong, and I was like man is there any one in this damn industry that truly knows this thing through and through and is truly making numbers, really consistently? Above what most other people believe. I pretty much couldn't find this person or this information.
That's when I realized, finding accurate, really good information , in the modern world is extremely hard, its rare. Its as rare as things get. Because most information is wrong, and then a lot of information is sub par and to find cutting edge, the best information that's really accurate and really fact-checked is so rare.
That's really why I decided to get into this business because it's so hard to actually find things that are true. I wanted to start a company where I only released methods and trainings and things that I know 100 percent are true. Right? The only way I can do that is testing it myself over a long period of time. So for example, if I recommend people to Facebook ads with a particular funnel, and a strategy session call and all of those, I need to of done that for more than a year. I need to of pumped statistically significant volume through that, and I need to have tested it with other people and other industries in different countries and they need to have significant time and significant volume with that to know that my assumption that this thing works and that these numbers and these parameters are true, is actually true.
That's the only way you can know, not because somebody said it worked. Because just like that thread I found where people said webinars are dead, they're not. A lot of people say Facebook ads don't work anymore and it does. A lot of people say a lot of things and what often most of the time I find out that the meme, the thing that everyone's just repeating, the buzz word, I find it to be wrong.
Like last year, everyone was all going crazy about bitcoin, and when I really looked at it, and I looked at what other experts were saying about it and everything, I was like Mmm, I certainly could be wrong on this but I don't think this is what it seems. And so I didn't invest in it and it turned out to be a good decision.
Then a lot of the fads that come and go , I don't listen to what other people say, I just do my own critical analysis of it, and try to find out what I think is true, and then make my decisions and base my beliefs and philosophies based on that. This all sounds kind of complicated, its like well who do we listen to? You really listen to everybody. Then you have to filter it. Never, ever, ever trust that one person is always going to give you accurate information all the time and you never need to check it. Because that's when you get in trouble.
Even if someone is the most credible person on earth, you still need to fact-check the information. Even the things that I tell you, right? You need to still, don't just take those, don't blindly follow the advice I say to be true, because you can get into trouble for doing that. You want to come up with a mechanism in your mind where you fact-check and filter everything before you believe it to be true. To really help you out with this, I've got this method and this system which most people think is very weird, That I use to do it. What it is, is I assume that everybody is lying and everybody is wrong until proven truthful, that's it. It's the opposite, most people believe everyone is telling the truth until proven lying. But me, I assume everyone is lying until proven right.
With this belief and with this philosophy turned upside down in my brain, its easier to make decisions and judgements, and it's easier to know what to do. Because I don't listen to anyone, until I see numbers, facts, science, until I absolutely see it. Only when I see it, will I make a decision.
I'll give you some examples of how people get railroaded right? With the latest webinar that I've got running right now, I know the numbers and I know how everything works. But a lot of actually respected people will come to me and give me some advice. They'll say, "dude you should change that, and if you change that it'll work way better." Or "have you seen what so and so is doing over here, you should do something like that." Or "you need to try this or you need to try that." Right? I'll give you an example, one of them is Facebook video ads. Everyone's been telling me, Sam you need to go do video ads, video ads is where it's at. Video, video, video, video. It's crazy. I'm like alright, I'm not going to believe that video ads are the best, I'm going to test. So we do. But what we find, and this is over millions in ads spent, millions and millions over long periods of time, over hundreds of millions of impressions, over millions of clicks. Right? So a lo of data. We have found that image ads outperform video ads, and that is what happens with us.
Now I'm not saying the same results will be true for everybody. But if I listened to this credible person over here and thought that to be true, and based all of my advertising decisions based on that opinion of this credible person, then we wouldn't be doing as well as we are. It's true that video ads might work better for some particular person, in some particular niche, in some particular offer. But, everything is different for everyone, and you can't listen to one opinion and think it's right. You need to check it, you need to test it.
So when I hear people tell me different things, I believe it's all wrong but I'm not ignorant right? You don't want to be- you don't want to think everyone's wrong tell everyone they're wrong and never, ever, ever listen. Then you could truly make a mistake, because they might be right. You get it? I never tell anyone they're wrong, because that's rude, it'd be a dick move to do that. I listen to them, and I'm like cool or thanks for the information, I'll check it out.
If I think that we should check it out, we'll check it out and we'll test it. We'll give it an actual thorough good go. If it doesn't work for us, then we will just let go of it. We test everything, we never trust opinions, even if they come from authority. Authority, if you look at the history of the world, authority has been used more for manipulation, and control of people, than it has been for any form of good. Right? Authority is a warning sign, the certified expert in something..run! Like not all of the time, but the certified expert, you-someone- imagine this, imagine if you go to- you're overweight you're fat and you want to lose weight. So you find a certified expert with an amazon best selling book on how to lose weight. Right?
Lets say they've got a New York Times Best Seller and they've been on Oprah and they're a certified expert in losing weight from some, from like Oxford University or something. Right? Then you go and see them and they're fat, and if they're fat and they're- your pretty much going to be like something isn't right here. How can this be going on, because this person's a certified expert, they've been on Oprah, they've got a best selling book. How can this person know? This is the danger of certified experts, often experts use their certification or something as a manipulation tool when in reality they don't even know what to do.
I'm not saying this is true for everyone with a certification, I'm saying that you still, if someone is certified you need to fact-check them. You need to make sure that they actually know what they're talking about, because otherwise you can get taken for a ride, just like people did with the Bernie Madoff scandal.
Now lets talk about some actionable things that you can use right now, to make some changes in your belief system and in your life and everything. The first thing you need to do is sit down, take some time and list your major beliefs. The major things that you believe that are really the bedrock of the decisions you've made in your life. This won't be hard to figure out because what you're doing in your life right now, what you do for a job, how you spend your time, what you eat, what you do with everything. Your behavior is, behavior is what, behavior is the output of a belief. Right?
So if you want to know someone's beliefs are, look at their behavior. Average behavior over time is a signal of what someones belief is. The cool thing is, is that behavior will show you what your beliefs are, even if you don't know that they're your beliefs. Behavior is, if we behave in a way that we think, oh but my belief isn't that, we know that subconsciously we have a belief that is different than what we consciously believe.
Lets say you really want to lose weight, but you're not losing weight, and you're eating bad food but you don't want to eat bad food. You might know and believe you want to look after yourself and lose weight and all of that, but your behavior is a signal that subconsciously you believe something different.
This happens a lot. That's why I never trust what people say. I always look at what people do. I never look at one off instances of behavior I look at average behavior over time. That is what I look at. That's another way, that's another tactic to really find out what the truth is and make clear headed decisions. Anyone can say anything right? Most of the time when people talk, its a load of rubbish. Even when they believe it to be true and they've got conviction, it can still be wrong all of the time.
If someone says I'm really good at this and I know how to do this. Great! Let's fact-check them. Are they doing it for themselves? I give you an awesome example. Financial advisors, as soon as I started making money, everyone started telling me, "dude you need to go to a financial advisor, financial advisor, financial advisor, financial advisor." It's like nutty, everyone was shouting it at me. I was like alright well these financial advisors must be really good, if everyone knows about them. Mistake made again.
Anyway, I went to see them and I talked to them. Then I found out that these financial advisors were basically salesman. They weren't good at financial advice, I could tell because they didn't have good financials themselves. They didn't have good savings, they weren't planning for retirement, and making wise investments. They were poor, living paycheck to paycheck, and making bad decisions.
I don't care if someone is a certified financial advisor. I don't care if everyone see's financial advisors as who you should listen to. If financial advisors don't have goof financial advice for themselves, then you know they're going to have poor financial advice for other people. Right?
Always look at what someone does. Behavior over time. That is what you should look at. Don't look at , somebody's- don't listen to what somebody tells you. If someone says I'm a detailed- if somebody says I'm really hungry, I'm really driven, I'm detail oriented, and I'm a really driven person, but you look at their car and it's filthy and you look at the car and it needs maintenance on it, and then you look at their desktop and it's messy and you look at their computer screen and its dirty and you look on their computer desktop and it's got tons of folder all over the place. That behavior doesn't align with what that person is saying.
Most likely in those circumstances, if you dig deeper, their mind will be like that, their financials will be like that, their business operation will be like that. Everything is like that. You just need to find one little tale, one little sign and then you start pulling on it and yanking on it, and then the whole thing unravels and you see this big ugly monster appear. That's what happens with most people.
You need to get good at spotting these tales. When there is an inconsistency in something, anywhere, spot it. You've got to develop hyper awareness to seeing these things. Just really listen to people, but don't really listen to what they're saying. Don't believe it to be true, because you're going to go and fact-check it afterwards before you memory ban it as a fact, and then look at their behavior.
Here's to know,- it's easy to spot things that are wrong, but how do you know something that is actually true? First of all, you want to make sure, you want to question the person. If they say hey you should do this, ask them why. Then when they tell you ask them why, ask them why, ask them why, ask them why, go five why's deep at least. You should go further than five why's, go why, why, why, why, why, why so much that it makes the person uncomfortable. Alright?
You need to get into the forensic detail of the stuff if you want to understand something. Then what you want to do is you want to compare that persons personal behavior against what they just said. If the person is acting in a way that isn't in alignment with what they told you to do, then it's probably wrong. I'll give you a perfect example. Most people who pick financial, most people who give stock tips, you should buy this stock, you should invest in this. Most of the people that give you the picks, they're not invested in it themselves. Think about it for a second, if this really was such a good stock pick, if you really believe so deeply that this is good advice, then why the fuck have you not invested in it? Why?
Again it's because they're just speaking like rubbish. Right? But what if the person's all in on that stock pick? Now we're talking. Now something is different because their behavior is in alignment with what they said, and not in a small way, in a big way. That is why hedge fund outperform most investment vehicles, most investment, most banks and all of that. There's some fascinating things about hedge fund. First of all, most people think that you should invest in lots of things right? Dumb mistake.
Like most people think you should start lots of business, have lots of products, do everything. Dumb idea. Guess how many stocks a hedge fund will have at any given moment in time? It's about three. Maybe max of five. They only have like three to five positions. This is with hundreds of billions of dollars, they'll only have three to five positions. They know that they can only manage that much. They don't want to be across lots of things because they're more likely to make a mistake.Right?
That's the first thing. They're focused, they're not spread thin. Big differentiator.The second thing is that they have skin in the game. Most hedge fund operate with the owner of the hedge fund, they'll pretty much be all in. Pretty much all of their wealth will be in the fund. That's a good sign. That means, if the hedge fund makes a wrong decision, the whole thing sinks including all of their net worth, everything they've ever worked for in their whole life, goes down the toilet.
When you put someone in a position like that, they're more likely to be right and more likely to be doing their due diligence and making good decisions. You want to look at someones exposure, behind what they're telling you, and you want to look at their own personal behavior and you still want to fact-check them. Even if all of the stuff happens, it still doesn't mean they're right, but they're much more likely to be right than somebody else, like a financial advisor. Right?
These are all big lessons. They'll make your life totally different. They'll take your life to another level if you apply these things. Same with companies and their CEO's. If a CEO is just siphoning all of the money out of the business and using it to buy a house, buy cars, and all of this stuff, it tells you something. They might tell you that I care about my customers, I care about building a great company, I care about all of this right? That's what they're saying, but what you see in their behavior is that they don't give a shit.
Really they just care about getting rich themselves and buying fancy things right? What that is is that isn't caring for their customers. So if somebody's acting in that way you know that they don't care about their customers. It's alright to have some nice things, but what is happening with the majority of the money. However that's someone that you want to watch out for, and probably a business that you don't want to have much trust in. But what about a CEO or a company you can really trust? Again don't listen to their words look at their behavior.
What are they doing? If most of the money is being reinvested back into the company into research and development and making it better and good talent and improving everything, they believe in it. Not because they say they do, but because their behavior tells you. Behavior gives, tells you everything and not words. This is why you don't want to listen to the news because the people on the news are reporters and reporters don't do. If reporters say this is a hot company, don't listen to them, because they don't have any investments in it. So why would you listen? They're just a talking mouth repeating things that they heard.
So you really need to get good at filtering information that comes into your brain if you want to be successful. You need to make good decisions to be successful, and good decisions come from good information. Good information is accurate information, and to get that you have to filter everything you hear, you have to fact-check everything, and you need to become an observer of behavior over time, instead of words. You also, need to really make sure that people have skin in the game. That you fact-check everything and never really believe it until you see it happen in front of you with your own eyes over a long period of time.
If you do this and if you adopt the philosophy that pretty much everything you hear is wrong until proven right, it's hard to get called out, its hard to get caught in situations where you've believed a lie and later on the road it jumps up and bites you. You will avoid those situations and you'll have a much better life because of it.
So that's pretty much it, for this video here. Pretty simple one. Just wanted to tell you filter your information, be careful of what goes into your brain, and what your memory bank as fact, and what you memory bank as fiction. Because overtime it could be one little thing but over time its brick by brick, layer by layer, you're building your entire mind. Your entire mind is you. So if you're not careful and you place a rotten piece somewhere in there, or a couple of rotten pieces, it doesn't take long before the whole thing is delusional, and you end up in a bad place.
So if you liked this video, what I want you to do is click that like button right now and then also leave me something in the comments section below. I'm going to be reading all of the comments myself personally, I'll reply to them too, so let me know what you think, write me a comment now. If you liked this video, subscribe to my channel here on YouTube. I release a video like this once every week, and I also release customer interviews with some of my customers and they tell their stories as well.
Thanks for watching, and I'll see you on the next one soon.