The Portable Second Brain — Luke Shankula

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Okay. ADHD, I don’t know if you’ve
ever heard of that term, but if you

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haven’t, you’re, you’re
going to on this show.

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Luke Shankula, who’s been on season
one, but I brought him back as, quite

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honestly, I think he’s, like, probably
one of the most leading experts and

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authorities in AI in marketing,
specifically in the mortgage space.

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And, and, and the dude really,
like, geeks out on this stuff.

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So I try to pull him in a little bit,
but between his ADHD and his geeking

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out, he gets excited and, and you’re
gonna experience that in this episode.

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But he does give some really great stuff.

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I’ll tell you what the big idea is,
and it’s a second portable brain.

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So this is what we

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all need to start developing because
we’ve all been told, right, like, “Uh,

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I’m on ChatGPT, I can’t
switch over to Claude.”

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Like, it, it knows me, right? Or now
you’re in Claude and ChatGPT has come

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up with this newest, latest, greatest,
and you don’t wanna switch back

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’cause you got all your
projects built out.

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You got everything
built out. It knows you.

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Well, the solution is building a portable
second brain that lives somewhere

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else, and then no matter which one
you use, when you use it, it goes, it

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reads your portable second brain,
everything it needs to know, and then it

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pulls it down and does it the same
way, no matter which platform you use.

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You’re gonna learn how to do that. So
I hope you guys enjoy this one We are

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back with Luke and he is blowing my mind.

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I, I, I gotta admit, man. We just spent…

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We, we tried to say hello and
so we can start recording.

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We just spent, like, 20 minutes talking
about AI, and then we finally had to

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stop ourselves just so we
can do this on air because

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it’s incredible.

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And like I said to you, I think
you’ve become somewhat of the leading

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authority in the entire mortgage
industry ’cause you’re doing such a good

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job with it, and you just keep
hitting these new next levels.

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So I wanna talk about all this here on
air, but before we do all that, thank

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you for joining me again from Season 1.

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Now here we are to Season 2. Thank
you. Man, well, uh, I appreciate you

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having me, and congrats, man.
I think you guys just hit what?

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Was it 100,000 downloads? We’re, we
are at 100,000 downloads a month now.

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Like, we crossed, that was at 101,000
just, like, two days ago when I

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looked. Insane, man. Insane. Congrats.

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Yeah. Thank you. Thank you.
Okay. So, so here we are.

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Um, Season 1, for those of you that
haven’t, um, heard it, go back if you

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want. You can, you can hear all the
things, but quite honestly, it’s

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outdated. Like, all this great stuff
we were talking about is, can be

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handled in, like, 10 seconds
now just by, like, one command.

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So we, we will just bypass that,
move on to all the new stuff.

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And, and before we do,

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just, just so people get reacquainted
with you, um, who is Luke Shankula

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personally? Well, uh, first and
foremost, I am a husband and a father of

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four beautiful kids.
Uh, I live in San Diego.

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Uh, my kids, three of my
four kids play club soccer.

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Uh, so we are doing soccer,
uh, pretty much 24/7.

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Uh, when I’m not, uh, when I’m not
messing around with AI, uh, or working, I

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am at soccer fields all around the state,
I guess, and even sometimes out of

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state. Uh, but yeah, here we are,
uh, having fun, enjoying life.

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Um, and you know, obviously I’m a, a
passionate about AI, passionate about

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marketing.

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Um, I have done marketing now
for the last roughly 10 years.

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Uh, before that I was, uh, in the
mortgage industry, uh, doing, uh,

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everything from processing to
post-closing to, uh, broker coordinator,

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account executive. Um, and so I’ve
been involved in the mortgage industry

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now for, I don’t know, what is this now?

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Uh, 14 years. So it’s been a, a

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fun ride and, and here we are and,
and now just, you know, super excited

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about what AI is bringing to the world.
But also, which, which is what I

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said last time with the caveat that-
I think using AI is amazing, uh, but I

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do think that there are the right way
to use AI and, and AI does not replace

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the need for human.

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Uh, it replaces… It, it,
what it does is it helps…

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With the right wisdom, it helps you
be more efficient and effective with

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your time. But what I do think is
that a lot of people are using it

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improperly, uh, or they’re trying to
solve problems that they don’t know the

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actual answers to, um, or they don’t
have the wisdom or expertise to, to

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solve and therefore, uh, they are, they
are doing the wrong things faster.

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So, so it’s a good, good, good analogy.
Um, and in my men’s group, uh, few,

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a few studies ago, we
did this, uh, spiritual

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maturity and, you know, you start off
as a baby, baby Christian, and you

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kinda start crawling, you get all
excited about every- everything, and you

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think this, and then, you know,
sometimes you fall off because you

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experience some hardship and you’re
like, “Hey, where’s my God now?”

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And then other times, you know, you
work through it and then, um, half the

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time you haven’t even read
the Bible yet and y- you…

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It’s like well, you can’t say you are
if you haven’t even read the Bible,

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right? And you gotta know more, but then
eventually you grow into your spir-

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your spiritual maturity. And, and you
realize most of that, all that stuff

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that you cared about and said doesn’t
even matter, it’s just about love and

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forgiveness and no judgment.

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Like, that’s really, you know,
in faith, that’s what it is.

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So I’m just gonna… I said that, but
now I’m gonna, I’m gonna convert this

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into spiritual, or I should say AI
maturity, um, and in a progression

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because we’ve all been there. So I’ve
seen it a million times where somebody

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gets all excited and they start talking
to me about what they’re doing a-

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and I’m like, “Oh my

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gosh, that was like so 12 months ago.”

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But they haven’t seen it yet, and
they’re super excited about it, so they

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start doing these things that, number
one, makes them feel like they are

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king because they can do things they’ve
never done and, and you’re like, “I

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can do that just on my
way to the bathroom.”

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Right. So we gotta give some people
some grace and, and what I’m saying is,

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is keep at it.

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Be cautious of what you put out there
until you’re, you’re better at it, but

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keep at it because your, your AI maturity
level will progress quickly if you

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do, and then you will get to a place
where you can actually start producing

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some really good stuff. And I think
where you and I are at right now is even

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better than what we’re producing, is
how much time we’re saving ourselves

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from wasting to produce a
million different things.

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Yeah. Yeah, I think, uh, uh, you’re
familiar with the term Dunning-Kruger?

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All right, so

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the Dunning-Kruger effect
is, uh, the as you…

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So there’s this, basically there’s,
uh, this concept where When you first

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learn a new topic, the confidence
in that topic is high, right?

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So like in, in particular, this
is, this is prevalent, I would say,

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especially in AI, because you, you
discover cloud code and you discover you

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can create apps, and you’re like,
“Holy crap,” like, “I’m on top of the

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world.

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I’m gonna build an app. I’m gonna
replace all the apps that I have,” da da

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da da da, and then you realize, “Oh
crap, I don’t know anything about

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database management. I don’t know
anything about, uh, storing NPI data

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safely. I know nothing about, like,
any of the things that you really need

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to know about.” And so in this concept
of Dunning-Kruger, the top of this is

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called the peak of Mount Stupid.

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So most people, when they first discover
these things, are at the peak of

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Mount Stupid, and then, and then
as you discover more, right?

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So, so you learn cloud code, and then
you discover all those things, then

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it’s called the valley of despair, right?

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So you kinda peak up here.
There’s the valley of

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despair, and then as you, as you learn
more and more and more, right, your

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confidence keeps going up because you’re
learning more, and this is called

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the slope of enlightenment, right?

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So as you get up into that, that sort
of like, “Okay, I do know more, but I

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also understand that I don’t
know everything,” right?

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So anytime people are like, “Oh, I’m
an expert at AI,” I, I, I know when

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someone says they’re an expert at,
at AI, they are a beginner at AI.

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Based off the fact that if you are deep
in AI, you understand that you don’t

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know anything about AI because there
is so many things to learn, whether

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it’s large language models, video
generative models, uh, image generative

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models like m-music, and
there’s so many things.

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Jev just came out, and then OpenAI
decided to drop their own version of Jev.

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So there’s… The reality is the
w- I think it’s just awareness.

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Uh, uh, the, the… I
get it as well, right?

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I, I still, when I learn new things,
I’m like, “Oh my gosh, I’m gonna change

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the world,” and then it’s like,
okay, let’s, let’s take a step back.

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There’s still errors. There’s
still things that happen with AI.

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And, and so I do think that

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it’s like finding that awareness and
understanding that, hey, AI is very

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powerful, and there’s a lot of things
that you can do with it, but it’s also

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understanding that you, you can’t
fully trust everything that AI does

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because, yes, AI is getting smarter,
and I’m doing smarter in quotations,

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but it’s also an autocomplete.

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All it’s doing is it’s trying
to find the best next word.

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So understanding that, you, you can
say, “Hey, I, I have the wisdom to

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understand what this should look like,
r- what done should look like, and

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therefore, I can use AI
to, to accomplish that.”

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So as a loan officer, you have– There’s
a lot of things that you’re really

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good at that you could probably
use AI for, but you’re…

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a lot of times you’re trying to do,
“Well, I don’t like to do marketing,”

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or, “I don’t like to do
these things.” It’s okay.

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I, I’m okay with you using it for
marketing, but why not let’s look at

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what’s working? Let’s go find, hey,
who are the top YouTube people?

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What are they… What are their
topics? What are their scripts?

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What are they talking about?
What’s their frameworks?

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Let’s go analyze those
with AI and use those

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to help me create scripts. Or social
content or short-form videos, right?

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Like we’re standing on
shoulders of giants.

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Like we can take what’s working and
emulate that as opposed to trying to

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reinvent the wheel or let
AI do everything for us.

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Do not relegate your thinking to AI. Yeah.

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Agreed. Well, so, so let’s get into it.
Y- you know, the season two, the new

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format that we have is my goal is to
be able to present to everybody a

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playbook at the end of the, the show
that teaches them, you know, the one

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big thing. So like my question to you
is, you know, what’s the one thing you

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can teach a masterclass on so that we
can generate a playbook off of by the

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time we’re done talking about it?

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Yeah. So this, I, I will say this, I
mean, we were talking about this before

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the show started I have been a fan
of Claude for a very long time.

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Uh, since 2023, I, I personally
have used Claude over

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Chat that whole time. Uh, up until
July, whatever it was, July 9th, I think

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that ChatGPT work came out. And so what
I found in that time is I had been

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teaching this concept of the second brain.

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Now, a lot of people are teaching that
concept, but, you know, I have my own

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version of how I like it based
off of, you know, my goals.

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Um, and so I’ve been teaching that.
And what I found was I kind of realized

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when I decided to start switching over
to ChatGPT that having a second brain

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built into a Claude chat was kind
of like being in prison, right?

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Like, yes, it’s great because Claude
was working awesome, and then all of a

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sudden Claude wasn’t working so awesome.
The new model that they rolled out

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wasn’t very good, right?
It was still great.

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I mean, again, like, these models are
so good, but it wasn’t as good as what

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was as the alternative, right? I’m
being picky here, but the reality was

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what I felt like I was in a prison.

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Now I realize why so many people were
resistant to switch from ChatGPT to

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Claude for so long, right? Like, and,
and in my opinion, Claude was better

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all those years. Now it’s a little bit,
I would say it’s a little bit more

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or less- I’m gonna say,
I’m gonna say even …

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It wa- was, it was a little less
beginner-friendly before, and I still think

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it’s a little less
beginner-friendly than ChatGPT.

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But yes, I would say right now
we’re, we’re pretty even, right?

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And I think they’re still both
good at different things.

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And so I was forced, and I kind of
already knew this, uh, intuitively, but

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because Claude was so good for so long,
it just felt like it was never gonna

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be, like, not the best. Um, I had
built so much into Claude, and so when

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ChatGPT got better, I was like, “Oh
my gosh, how do I get all my stuff

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that’s inside of Claude into ChatGPT?”

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So that’s when we kind of came up
with, or I came up with this sort of

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concept of the portable second
brain. And what is a second brain?

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I know people ask me that,
“What’s a second brain?”

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The way I see a second brain is this
is a, a space where we store context

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information about ourselves, right?
Whether it’s business information,

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personal information, uh,
writing style, skills,

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um, you know, different projects
that you’re working on.

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And so We would do what’s called, uh,
we’d just do like an interview, right?

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Which, which we would call Write Like
Me interview, where I would have, you

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00:13:12,023 –> 00:13:16,213
know, AI would interview them. They
would, they would go through a whole,

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uh, uh, sort of series of questions,
answering questions about their

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personal life and their, uh,
professional life, right?

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Like their business and stuff like
that. And then from that, what we would

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do is we would take that and turn it
into a document that now feeds context

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into Claude, uh, and really any,
any platform that you want.

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But most of the people were building it
into Claude because we’re suggesting

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that. And so when ChatGPT came out
with ChatGPT Work, I, I was just blown

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00:13:44,143 –> 00:13:48,450
away because one, their, their new
model, Sol, um, was just so good, right?

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They rolled out ChatGPT, I think it
was 5.6 Sol, and it was fantastic, and

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Claude had been kind of sucking,
so I was like, “Oh, crap.

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Now I need to move stuff over to
Chat. Chat is better at writing.”

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And, and Claude had been better
at writing for a long time.

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That’s one of the main reasons why I
was with Claude, ’cause Claude, in my

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opinion, was a better writer than Chat.

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So then all of a sudden Chat was better
at writing, and I was like, “Holy

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crap,” like all of my social content
and my emails and my, all this stuff

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that I’ve been using, uh, Claude
for now needs to move to Chat.

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How do I move that over? So the, the
concept then became, well, we need to

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build a portable second brain, uh,
or, or a portable set of context, and

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what that means is what we’ve done
is we have taken The concept of the

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second brain, again, is having all of
this centralized material, and we’ve

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put it into a file system that
lives on your desktop, right?

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00:14:41,338 –> 00:14:45,190
It could live on your desktop, it
could live on, you know, Dropbox or

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something like that. It’s just easier
on your desktop because now if you

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have a system on your desktop
that has your soul, right?

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And the soul just being like, who are you?

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What do you do? What are you
about? Your business information.

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00:14:58,360 –> 00:14:59,950
Um, it has a, a memory in it,

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right?

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00:15:00,402 –> 00:15:05,240
So there’s a doc that has memory in
it. Uh, there’s a, I call it a now.md

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file, and the now file is just like,
what are the projects you’re working on

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00:15:10,379 –> 00:15:15,352
right now? And so you can have ChatGPT
work or Codex access that folder, or

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00:15:15,402 –> 00:15:20,441
you can have Cloud Code or Cowork access
that folder, although Cowork is now

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00:15:20,491 –> 00:15:25,262
moving into the cloud only, so I guess
it’s basically Cloud Code can now

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00:15:25,312 –> 00:15:26,066
access that.

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And so therefore, you can always have
all of the context in one place.

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00:15:30,804 –> 00:15:35,307
So if you’re working in chat and,
and in the instructions, if you’re

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familiar with the concept of a cloud
MD file or agent MD file, you have an,

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00:15:40,379 –> 00:15:44,816
uh, an agent MD file that is read
first. So if you’re familiar with

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projects, inside of projects,
there’s custom instructions, right?

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00:15:49,219 –> 00:15:54,057
Once you move into the world of more
of these agentic style systems, they

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00:15:54,107 –> 00:15:59,146
use what’s called an agent MD file. An
agent MD file is basically a markdown

254
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file that is

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00:16:00,000 –> 00:16:04,335
read before everything else, right? So,
and, and fortunately, Claude decided

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00:16:04,385 –> 00:16:08,662
that they wanted to join the party,
and they, um, opened up access to agent

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00:16:08,712 –> 00:16:12,988
MD, so instead of having to have a
cloud MD file, you just have an agent MD

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00:16:13,038 –> 00:16:13,277
file.

259
00:16:13,327 –> 00:16:17,142
So what does that mean? Before
Claude or Chat does anything, right?

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Let’s say you ask it to do something.
“Hey, I want you to go do this.”

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00:16:21,231 –> 00:16:25,508
What it’s first going to do is it’s
going to look at your agent MD file and

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00:16:25,558 –> 00:16:29,662
see, what are the set of instructions
that I’m supposed to do every time

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00:16:29,712 –> 00:16:30,988
before I do XYZ, right?

264
00:16:31,038 –> 00:16:35,200
So if I want to write a social post,
it’s gonna say, “Hey, if you write a

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social post, before you do that,
you’re gonna wanna go to these files.”

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Or, “Hey, here’s their– they’re never–
never use these AI words in any of

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00:16:43,673 –> 00:16:47,373
our social content.” Uh, or, “Look
at these skills first,” right?

268
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And that’s what an agent MD file is.

269
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It’s a set of instructions that
communicates with the large language models

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to tell them what context they should
be looking at before they answer the

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question. I hope that made sense.

272
00:17:00,000 –> 00:17:05,657
So Um, couple things. I, I just recently
got Muse, and it was almost like it

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knew me before I even really
had a chance to do anything.

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It was amazing. Um, and
I do love it already.

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If anybody hasn’t tried it, they
should. But what I realized is, gosh,

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there’s so much still she
doesn’t know about me.

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So what I did is I actually went to
Claude, which is where I have all my

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stuff, and, and I said, “I want you to
create two DNA documents, one for who

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Dino is personally, and one for who
Dino is on the business side, and

280
00:17:38,523 –> 00:17:42,078
everything about Ethos
Lending and the company.”

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And, and then I, I took those and
ingested it into L- Lens, who’s my

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personal assistant at Muse. Um, not
that I’m asking her to take over stuff

283
00:17:52,791 –> 00:17:58,223
that, that Claude’s doing for me, but
just so she knows, because I’m, I’m

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having her go in and do

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00:18:00,000 –> 00:18:04,277
things on LinkedIn. I’m having her do
s- reply to certain emails and stuff

286
00:18:04,327 –> 00:18:04,862
like that.

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And, and I found that was
super, you know, interesting.

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But as you were talking, what I
think I’m gonna do is take those same

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documents and send them over to Chat.
A- actually, I’m gonna probably ask

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00:18:16,433 –> 00:18:20,710
Chat to do the exact same thing first,
and then I’m gonna ask them both to

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00:18:20,760 –> 00:18:25,155
cross-reference what each person knows
about, what each large language model

292
00:18:25,205 –> 00:18:26,032
knows about me.

293
00:18:26,082 –> 00:18:30,418
And, and then let’s come up with a
better one that we can all be living off

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of. And then, like you said, now create
that one document that every, every

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00:18:34,854 –> 00:18:38,780
time it has to go look at before.
But I’m just gonna throw this out.

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You said desktop. Why wouldn’t it just
live somewhere in your Google Drive

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00:18:43,158 –> 00:18:47,494
so that it’s just in the cloud and
always, you know, whether you’re on your

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00:18:47,544 –> 00:18:51,470
phone or you’re on, you know, at
the soccer game on your phone doing

299
00:18:51,520 –> 00:18:54,511
something, it’s always
reading it from Google Drive?

300
00:18:54,561 –> 00:18:58,254
Yeah, I mean, you could, you could
in theory, uh, do like a Git.

301
00:18:58,304 –> 00:18:59,950
You can do a, a Google Drive.

302
00:19:00,000 –> 00:19:04,129
Um, in the past, Claude was unable to
do a very good job of reading it in

303
00:19:04,179 –> 00:19:08,366
the cloud. I mean, so it could read
it, but it couldn’t write to that, uh,

304
00:19:08,416 –> 00:19:11,858
so like a Google Drive or
whatever. Now it can, so, uh, it…

305
00:19:11,908 –> 00:19:13,576
That has been a, a difference.

306
00:19:13,626 –> 00:19:17,813
Chat could do a pretty good job of
that. That’s the reason why I have done

307
00:19:17,863 –> 00:19:21,706
it this way. Now, th- that being s-
that being said, uh, with remote

308
00:19:21,756 –> 00:19:25,942
control, uh, so both ChatGPT and Claude
Code both have a, the, the version

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00:19:25,992 –> 00:19:30,122
that you can use remote control. And
then I also, I also set up a Chrome,

310
00:19:30,172 –> 00:19:34,358
um, a Chrome browser, uh, thing, so I
can always access my computer at any

311
00:19:34,408 –> 00:19:34,645
time.

312
00:19:34,695 –> 00:19:37,736
Uh, if I ever need to approve
anything, I can do that.

313
00:19:37,786 –> 00:19:41,400
So I have access to all the files
on my computer no matter what.

314
00:19:41,450 –> 00:19:43,748
It doesn’t just have to be that sold doc.

315
00:19:43,798 –> 00:19:48,099
It can access everything else. The reason
I like to use my desktop is ’cause

316
00:19:48,149 –> 00:19:52,278
it has access to everything I have.
Which, which is, you know, for a loan

317
00:19:52,328 –> 00:19:54,339
officer, it might be a little scary.

318
00:19:54,389 –> 00:19:58,576
For someone who has sensitive information
on their computer, it might be a

319
00:19:58,626 –> 00:19:59,950
little scary, right? Um,

320
00:20:00,000 –> 00:20:03,457
for me, I like to have this because
I don’t really have sensitive

321
00:20:03,507 –> 00:20:06,209
information Anywhere
downloaded that it can access.

322
00:20:06,259 –> 00:20:10,310
Um, and so therefore, uh, it can access
stuff that maybe wouldn’t be in that

323
00:20:10,360 –> 00:20:14,356
f- that file, unless you wanna put
everything that’s on your desktop onto a

324
00:20:14,406 –> 00:20:16,623
Google Drive and then have that backed up.

325
00:20:16,673 –> 00:20:18,835
You could theoretically do that, I guess.

326
00:20:18,885 –> 00:20:22,774
Um, the reason I do it is because I,
I can just use Cloud Code or ChatGPT

327
00:20:22,824 –> 00:20:26,821
Work or Codex to access, uh, my desktop
at any point in time, and it can do

328
00:20:26,871 –> 00:20:30,867
things for me. It can take, uh, it can
take a document that’s on my desktop

329
00:20:30,917 –> 00:20:34,752
and upload it into, um, a Google Drive
if we want to, if someone asks me

330
00:20:34,802 –> 00:20:35,292
something.

331
00:20:35,342 –> 00:20:38,313
You know, and I have a couple
different bots that I use.

332
00:20:38,363 –> 00:20:42,414
I have, uh, an OpenClaw and a Hermes.
Uh, then I also use obviously ChatGPT,

333
00:20:42,464 –> 00:20:44,842
uh, Work and Codex, and
then also Cloud Code.

334
00:20:44,892 –> 00:20:48,781
Uh, I don’t really use Cowork to be
honest, but yeah, I use all– I mean,

335
00:20:48,831 –> 00:20:52,612
not all of them, but, um, each of
these things are, are better at other

336
00:20:52,662 –> 00:20:52,990
things.

337
00:20:53,040 –> 00:20:56,928
I don’t use Cowork, I don’t use Cowork
as much in Claude, but, but I have

338
00:20:56,978 –> 00:20:59,356
the Chrome Claude
extension that I use a lot.

339
00:20:59,406 –> 00:20:59,950
Sure, sure.

340
00:21:00,000 –> 00:21:03,483
Yeah, so same. I mean, in Codex,
Codex can access that same Chrome

341
00:21:03,533 –> 00:21:07,390
extension, and, and ChatGPT Works
browser use and computer use is, if you

342
00:21:07,440 –> 00:21:11,351
haven’t tried it, I think night and
day better than, um, Claude right now.

343
00:21:11,401 –> 00:21:15,204
Now, that could change obviously, but
that’s one of the biggest things I

344
00:21:15,254 –> 00:21:19,111
use, uh, ChatGPT Work for or Codex
for, is the ability to do things on my

345
00:21:19,161 –> 00:21:21,627
computer, whether it’s
browser or computer use.

346
00:21:21,677 –> 00:21:24,678
So it can actually click around
on your computer as well.

347
00:21:24,728 –> 00:21:28,692
Um, but again, uh, Claude is better at
certain things, like we talked about

348
00:21:28,742 –> 00:21:29,334
this before.

349
00:21:29,384 –> 00:21:33,349
It can, it can… With Opus 5.5, it
can now do a really good job of editing

350
00:21:33,399 –> 00:21:37,256
videos, of, of taking clips out of
long form videos and turning them into

351
00:21:37,306 –> 00:21:39,665
smaller clips, adding
captions, adding music.

352
00:21:39,715 –> 00:21:43,518
Now, there’s some integrations that
you need, but it, it has become very

353
00:21:43,568 –> 00:21:47,533
powerful. So there’s… In my opinion,
there’s different use cases for each

354
00:21:47,583 –> 00:21:50,423
of them, um, and that’s why
I use different platforms.

355
00:21:50,473 –> 00:21:54,330
And then, you know, I have a couple
agentic systems which are like, I use

356
00:21:54,380 –> 00:21:58,291
for, for certain things as well. But
again, I always get nervous with some

357
00:21:58,341 –> 00:21:59,950
of those like OpenClaw and, and

358
00:22:00,000 –> 00:22:04,082
Hermes because there’s certain things
I don’t necessarily want it to have

359
00:22:04,132 –> 00:22:06,403
access to, um, because it could go rogue.

360
00:22:06,453 –> 00:22:10,648
But you know, one of the cool things
I have with, with, uh, my, my OpenClaw

361
00:22:10,698 –> 00:22:14,837
and Hermes is that as soon as– I have
like a couple little apps that I’ve

362
00:22:14,887 –> 00:22:19,025
developed, and as soon as a bug is
reported, that then gets delegated to a

363
00:22:19,075 –> 00:22:23,214
little AI agent that will fix it and
then push, basically push a fix to me

364
00:22:23,264 –> 00:22:25,988
and say, “Hey, this is
what I did to fix the bug.

365
00:22:26,038 –> 00:22:30,233
Can I merge this?” And I can say, “Yeah,
go ahead and merge that,” or I can

366
00:22:30,283 –> 00:22:33,573
say, “No, no, no, that’s…
You didn’t fix the right thing.

367
00:22:33,623 –> 00:22:36,856
You should do this instead,”
and it’ll go back and fix it.

368
00:22:36,906 –> 00:22:40,931
So it just helps automate a lot of
sort of like the, the, the stuff that

369
00:22:40,981 –> 00:22:45,007
like doesn’t really need me at a high
level, which is crazy to sou-sound

370
00:22:45,057 –> 00:22:47,101
like, but like yeah, it’s, it’s wild.

371
00:22:47,151 –> 00:22:51,063
And let me ask you this question So
I never hear anybody talking about

372
00:22:51,113 –> 00:22:55,308
Perplexity except for, for one guy.
Um, but the concept of it sounds pretty

373
00:22:55,358 –> 00:22:59,441
good because you go there and then it
ch- can it choose which platform to

374
00:22:59,491 –> 00:22:59,950
use based

375
00:23:00,000 –> 00:23:04,155
on what you’re gonna do, where it
would make a better decision, and you

376
00:23:04,205 –> 00:23:05,991
still work out of one platform.

377
00:23:06,041 –> 00:23:10,197
Yeah, I don’t, I, um, I’ve never
found a great use case for Perplexity.

378
00:23:10,247 –> 00:23:14,343
I, it’s not because it, it maybe
isn’t, you know, maybe it is powerful

379
00:23:14,393 –> 00:23:17,304
enough to do all the things.
I just, I don’t know.

380
00:23:17,354 –> 00:23:21,747
I, I never, I never found… I, I got
it, I used it, you know, had it for a

381
00:23:21,797 –> 00:23:25,952
year, and I didn’t really ever find
any reason to use it over the other

382
00:23:26,002 –> 00:23:26,248
ones.

383
00:23:26,298 –> 00:23:30,750
What about, what about the concept of
you can, you can do Claude or Chat all

384
00:23:30,800 –> 00:23:35,133
in one place? Yeah, I mean, if, if
your, if your goal is to use If, if the

385
00:23:35,183 –> 00:23:39,160
goal is just to have access to a
model, I think that’s, that’s fine.

386
00:23:39,210 –> 00:23:43,425
Um, I, I think the reason why I like
the native is because natively they

387
00:23:43,475 –> 00:23:46,031
have things that are
not gonna be available.

388
00:23:46,081 –> 00:23:50,532
And, and I’m sure Perplexity has skills
and, and the ability to have plugins

389
00:23:50,582 –> 00:23:54,679
and stuff like that as well, but each
of these models are a little bit

390
00:23:54,729 –> 00:23:59,180
different. And so– And also, let’s be
honest, I, I, I am more likely to, to

391
00:23:59,230 –> 00:23:59,950
go all in on,

392
00:24:00,000 –> 00:24:03,674
on a platform that I, I believe is
going to be around, as opposed to like

393
00:24:03,724 –> 00:24:07,399
what’s Perplexity’s moat if all they’re
doing is providing basically, uh,

394
00:24:07,449 –> 00:24:11,072
uh, sort of like an aggregation of
these different models, as opposed to

395
00:24:11,122 –> 00:24:12,246
being a frontier model.

396
00:24:12,296 –> 00:24:16,072
Now, of course, Anthropic and ChatGPT
are also losing billions of dollars a

397
00:24:16,122 –> 00:24:19,287
year, so it’s possible that they
go out of business too, right?

398
00:24:19,337 –> 00:24:22,909
But right now, right now they’re the
front runners, and so we’re, we’re

399
00:24:22,959 –> 00:24:25,715
hopeful. Who knows? AOL.
Yeah. We, yeah, we never know.

400
00:24:25,765 –> 00:24:29,185
We never know. Exactly. So it could
be that, uh, that they go out of

401
00:24:29,235 –> 00:24:32,807
business and, and, you know, I, I
bet on the wrong horse, but I, I just

402
00:24:32,857 –> 00:24:36,583
again, like it’s like we think about
something like, um, like a, like a…

403
00:24:36,633 –> 00:24:40,460
I don’t know. I’m trying to think of
like a something that got developed and

404
00:24:40,510 –> 00:24:43,674
then just got crushed because
ChatGPT or Claude just developed.

405
00:24:43,724 –> 00:24:45,817
Like even like, let’s be honest, like Jev.

406
00:24:45,867 –> 00:24:49,542
If you get familiar with Jev, Jev is
a, a new type of AI model, um, that,

407
00:24:49,592 –> 00:24:53,368
that came out, right? And they’re like,
“Oh, it’s way faster, it can do all

408
00:24:53,418 –> 00:24:53,981
this stuff.”

409
00:24:54,031 –> 00:24:57,807
Literally on Dev Day, ChatGPT rolled
out something that like basically does

410
00:24:57,857 –> 00:24:59,950
that, right? OpenAI did. And so it’s like,

411
00:25:00,000 –> 00:25:04,838
well, what, what is the moat? Like
these guys can replicate these things.

412
00:25:04,888 –> 00:25:09,928
So the only way to develop something
that is, is in my opinion, that’s going

413
00:25:09,978 –> 00:25:14,883
to compete with them is to develop
something that’s so niche that it’s not

414
00:25:14,933 –> 00:25:16,758
worth it for them to, to do.

415
00:25:16,808 –> 00:25:21,579
Um, I don’t know. Question for you.
Um, just to kind of bring it back to

416
00:25:21,629 –> 00:25:26,669
trying to build out the playbook. Sure.
Um, and, and we talked about it, but

417
00:25:26,719 –> 00:25:30,352
maybe I think we need to
define it a little bit better.

418
00:25:30,402 –> 00:25:35,307
So I think at this point, most people
are, are in it and doing things and,

419
00:25:35,357 –> 00:25:40,396
you know, have, uh, you know… Like I
hear it even from somebody here in my

420
00:25:40,446 –> 00:25:43,544
own office that, uh,
she’s like, “It knows me.”

421
00:25:43,594 –> 00:25:48,633
And I’m like, “Oh my gosh.” She, she,
she hasn’t even like uploaded anything

422
00:25:48,683 –> 00:25:53,521
about herself. It just knows her,
right? And, and she yet thinks it’s the

423
00:25:53,571 –> 00:25:56,870
greatest thing on earth.
But, but I think let’s…

424
00:25:56,920 –> 00:25:59,950
If we take it kind of
from that level and, and

425
00:26:00,000 –> 00:26:04,495
we say you need to build a portable
brain, uh- First step sounds like from

426
00:26:04,545 –> 00:26:08,609
what you said earlier, you should
sit and converse with your AI and

427
00:26:08,659 –> 00:26:11,925
basically say, “I’m looking
to build a portable brain.

428
00:26:11,975 –> 00:26:16,040
I want my DNA all over this. Ask
me as many questions as you need.”

429
00:26:16,090 –> 00:26:19,725
And then, uh, is that the first
step where we just go- Yeah.

430
00:26:19,775 –> 00:26:22,488
Yeah … back and forth
qu- Q&A, right? Yeah.

431
00:26:22,538 –> 00:26:27,156
That’s why- With you and your AI. That’s
why I would recommend, um, doing a,

432
00:26:27,206 –> 00:26:31,700
some sort of a voice, uh, voice style
interview, um, in particular when it

433
00:26:31,750 –> 00:26:33,297
comes to, uh, helping you.

434
00:26:33,347 –> 00:26:37,964
So like one, one of the biggest things,
the, the reason I originally created

435
00:26:38,014 –> 00:26:42,570
this process was because I was helping,
trying to help loan officers create

436
00:26:42,620 –> 00:26:46,132
content, marketing content,
um, that didn’t sound like AI.

437
00:26:46,182 –> 00:26:50,431
It sounded like them that was telling
their stories, things like that.

438
00:26:50,481 –> 00:26:54,361
So that was kind of like where
that interview process came from.

439
00:26:54,411 –> 00:26:59,029
And then what I found was that it also
helped build context for other things

440
00:26:59,079 –> 00:26:59,950
as well, right?

441
00:27:00,000 –> 00:27:03,531
Like it’s not just the stories that
they told and things like that, but it

442
00:27:03,581 –> 00:27:06,966
also a- added context whenever, you
know, you’re trying to do something

443
00:27:07,016 –> 00:27:10,498
else. And so it just became like, yes,
ask a series of questions about me

444
00:27:10,548 –> 00:27:14,176
personally, and ask a series of questions
about me, the business person, and

445
00:27:14,226 –> 00:27:15,724
then, uh, that turns into, um…

446
00:27:15,774 –> 00:27:19,402
Like we, we used a lot of the Open Claw,
I mean, and, and Muse, uh, has even

447
00:27:19,452 –> 00:27:23,079
admitted that they, they’re like, “Hey,
Open Claw was, was right about a lot

448
00:27:23,129 –> 00:27:26,563
of things.” Obviously, they, they did
it in a more secure, easier way to

449
00:27:26,613 –> 00:27:30,144
implement for the average person. But
they integrated stuff like the soul,

450
00:27:30,194 –> 00:27:33,627
uh, a voice. Like they, they’re,
they’ve integrated those same things as

451
00:27:33,677 –> 00:27:34,982
well because it makes sense.

452
00:27:35,032 –> 00:27:38,466
Like why… Like you want AI to, to
be able to write emails like you and

453
00:27:38,516 –> 00:27:40,595
sound like you and, and
how do you get that?

454
00:27:40,645 –> 00:27:44,273
Well, it’s hard because when we type,
right, or when we write, we tend to be

455
00:27:44,323 –> 00:27:46,934
a lot more formal than when
we are just talking, right?

456
00:27:46,984 –> 00:27:50,369
So when we’re talking, we’re gonna
be a lot less formal and we’re gonna

457
00:27:50,419 –> 00:27:53,902
sound more like ourselves as opposed
to like typing out an answer, right?

458
00:27:53,952 –> 00:27:57,579
And so I, that’s why I always say, “Hey,
just click the little voice button.

459
00:27:57,629 –> 00:27:59,950
Claude can do it. Chat
can do it. Uh, just have a

460
00:28:00,000 –> 00:28:03,669
conversation, um, and that will help.”
And, and of course, now these models

461
00:28:03,719 –> 00:28:06,743
have such great memory as well
that it’s, that it’s fantastic.

462
00:28:06,793 –> 00:28:10,363
It’ll remember these things. But again,
now what if, what if ChatGPT goes

463
00:28:10,413 –> 00:28:14,082
out of business and you have everything
inside of ChatGPT, like what do you

464
00:28:14,132 –> 00:28:14,727
do with that?

465
00:28:14,777 –> 00:28:18,396
So that’s why I think it’s like the
power of having a, a centralized place

466
00:28:18,446 –> 00:28:22,165
is that if Grok becomes the… You know,
right now Grok 4.7 is a pretty good

467
00:28:22,215 –> 00:28:25,636
model. What if Grok 5 comes out and
it’s now night and day better than

468
00:28:25,686 –> 00:28:29,355
Claude and Chat? Well, now we have a
centralized file that we can literally

469
00:28:29,405 –> 00:28:31,537
say, “Hey, here’s all
the context about me.”

470
00:28:31,587 –> 00:28:35,157
And of course, it’s going to build
its own memory and it’s gonna have its

471
00:28:35,207 –> 00:28:38,776
own sort of like context that it builds
as well inside it internally, but

472
00:28:38,826 –> 00:28:41,008
you don’t control that.
I mean, you, you can.

473
00:28:41,058 –> 00:28:44,628
You can kind of adjust it, but you
don’t control everything that it does.

474
00:28:44,678 –> 00:28:48,198
And so therefore, I, I do like the
idea of having a place no matter what

475
00:28:48,248 –> 00:28:51,917
that, you know, wherever it is that
you wanna save it, um, that has kind of

476
00:28:51,967 –> 00:28:54,148
like what are the projects
you’re working on.

477
00:28:54,198 –> 00:28:56,727
And so, and, and then a lot
of times I’m using both.

478
00:28:56,777 –> 00:28:59,950
Like for example, the course that
I recorded, I recorded a course

479
00:29:00,000 –> 00:29:02,971
yesterday, and I had Claude
edit all of the videos for me.

480
00:29:03,021 –> 00:29:06,877
And then I, and then I basically,
because it’s all in this folder and it’s,

481
00:29:06,927 –> 00:29:10,471
and it had a little note that says,
“Here’s the folder that it’s in.”

482
00:29:10,521 –> 00:29:12,971
I added it to my, my
folder, uh, my now MB file.

483
00:29:13,021 –> 00:29:16,825
So then I went to chat and say, “Hey,
go look at this file,” and say, “And

484
00:29:16,875 –> 00:29:18,960
go upload this all to high level for me.”

485
00:29:19,010 –> 00:29:22,919
Right? So I was able to use both of
them, but because they, they’re, they’re

486
00:29:22,969 –> 00:29:26,825
on the same page because they all have
the same context, I don’t have to be

487
00:29:26,875 –> 00:29:30,471
like, “Oh, here’s what I need you to
do because X, Y, Z, I did this in

488
00:29:30,521 –> 00:29:31,773
Claude and I need you…”

489
00:29:31,823 –> 00:29:35,731
Like, I don’t have to do that because
it has all the context it needs inside

490
00:29:35,781 –> 00:29:39,481
of a folder Or a system of folders.
It’s not just one folder, it’s, it’s

491
00:29:39,531 –> 00:29:41,981
growing- So- … and
growing and growing, right?

492
00:29:42,031 –> 00:29:44,169
Yeah. Um, okay, so that, that part’s easy.

493
00:29:44,219 –> 00:29:47,815
I think people can get behind that.
I, it, you know, it doesn’t really

494
00:29:47,865 –> 00:29:49,117
matter how long it takes.

495
00:29:49,167 –> 00:29:53,023
I, I would say spend as much time as
you can on it, ’cause it’s gonna, it’s

496
00:29:53,073 –> 00:29:56,929
gonna strengthen the output of everything
you do after that, and it’s gonna

497
00:29:56,979 –> 00:29:59,065
speed it all up, right? No more guessing.

498
00:29:59,115 –> 00:29:59,950
And, and then the

499
00:30:00,000 –> 00:30:04,427
other piece of advice I would give
is, no matter what the output is when

500
00:30:04,477 –> 00:30:07,846
you’re using your AI, take
a, take a minute to read it.

501
00:30:07,896 –> 00:30:11,950
No matter what. Always, always read
everything before it goes out.

502
00:30:12,000 –> 00:30:16,489
Uh, there’s, for me, ’cause everything
we do for the podcast here, right,

503
00:30:16,539 –> 00:30:21,214
like we put out the playbook, we put
out a blog, we put out a newsletter, we

504
00:30:21,264 –> 00:30:23,888
do, we do all the stuff
that comes from it.

505
00:30:23,938 –> 00:30:28,489
And, and for the most part, I think
it’s pretty on now, but just yesterday

506
00:30:28,539 –> 00:30:32,966
we were producing the, the one that’s
going live, um, the following, you

507
00:30:33,016 –> 00:30:37,629
know, the following week, and, and
right on the playbook it said, um, “When

508
00:30:37,679 –> 00:30:41,670
I asked her this question, she
repl- she responded in six words.”

509
00:30:41,720 –> 00:30:46,271
And then I’m, I’m sitting there reading
each word, and I’m counting as I’m

510
00:30:46,321 –> 00:30:48,883
reading, and I’m like, “That’s only five.”

511
00:30:48,933 –> 00:30:52,738
Like, she responded with five
words. Well, why did it say six?

512
00:30:52,788 –> 00:30:57,214
But simple little things, right? But
more importantly, uh, that’s little

513
00:30:57,264 –> 00:30:59,950
stuff. More importantly
to me is the context

514
00:31:00,000 –> 00:31:01,217
behind what it says.

515
00:31:01,267 –> 00:31:04,765
Does it sound like me? Do I
agree with what it’s saying?

516
00:31:04,815 –> 00:31:09,454
And, and that’s where I would just
challenge everybody there is like, even

517
00:31:09,504 –> 00:31:13,699
if it sounds better than what you
would say, be, be more authentic.

518
00:31:13,749 –> 00:31:18,387
I, I think in, in this environment,
that’s, that’s gonna become one of the

519
00:31:18,437 –> 00:31:21,428
most important words in
our future is authentic.

520
00:31:21,478 –> 00:31:26,117
And, and, and if you can’t be authentic,
I think you get, you’re gonna get

521
00:31:26,167 –> 00:31:29,348
lost in the beautiful mess
that AI is gonna create.

522
00:31:29,398 –> 00:31:32,769
Yep. I, I, I agree, um, with
everything you just said.

523
00:31:32,819 –> 00:31:37,521
And, uh, again, I think the more context
you have, generally the better the

524
00:31:37,571 –> 00:31:42,210
output is. But yes, I, I agree. I mean,
it, it doesn’t think like a human,

525
00:31:42,260 –> 00:31:42,590
right?

526
00:31:42,640 –> 00:31:46,772
Like, it, it, it is trying to…
It is a, a perfect mirror, right?

527
00:31:46,822 –> 00:31:50,953
It’s trying to mirror, uh, it’s
trying to basically parrot, right?

528
00:31:51,003 –> 00:31:53,804
So like if you, you
know, it’s like a parrot.

529
00:31:53,854 –> 00:31:58,619
It’s basically gonna try to say the
words back thinking that that’s what you

530
00:31:58,669 –> 00:31:59,950
want, when it’s like,

531
00:32:00,000 –> 00:32:03,965
okay, well no, that’s not quite what
I wanted, or that’s not the hook I

532
00:32:04,015 –> 00:32:06,849
wanted, or that’s not the,
the, the story I wanted.

533
00:32:06,899 –> 00:32:10,977
That’s a bor- Like, it literally…
So I was writing a post this morning,

534
00:32:11,027 –> 00:32:15,106
and it, it said something like, uh,
“Oh yeah, that’s the part that people

535
00:32:15,156 –> 00:32:19,234
will screenshot.” I’m like- The, the
part where I said that, that AI fast

536
00:32:19,284 –> 00:32:22,909
forwarded, uh, the video is the
part that people will screenshot.

537
00:32:22,959 –> 00:32:24,549
Who is gonna screenshot that?

538
00:32:24,599 –> 00:32:27,038
No, not a single person
is gonna screenshot.

539
00:32:27,088 –> 00:32:31,335
Like, what are you talking about? So
like, you gotta understand that like AI

540
00:32:31,385 –> 00:32:35,294
doesn’t know what’s going on, right?
Like, and I said this on the last

541
00:32:35,344 –> 00:32:38,517
podcast, um, like do not trust
AI. AI is not trustworthy.

542
00:32:38,567 –> 00:32:42,363
It’s going to gaslight you. It’s
gonna tell you what you wanna hear.

543
00:32:42,413 –> 00:32:46,604
Um, it’s going to, it’s going to make
you feel like you’re smarter than you

544
00:32:46,654 –> 00:32:49,319
are. Again, Dunning-Kruger.
Uh, it’s going to…

545
00:32:49,369 –> 00:32:53,107
It’s funny, I just saw recently a
guy was talking about how ChatGPT

546
00:32:53,157 –> 00:32:57,122
insistently gaslighted him about how
he had discovered a brand new math

547
00:32:57,172 –> 00:32:59,950
formula that was gonna
bring down these companies,

548
00:33:00,000 –> 00:33:02,781
these, these, these
multi-billion dollar companies.

549
00:33:02,831 –> 00:33:06,833
And it kept telling him, “No, no, no,
no, you know, like you, you created

550
00:33:06,883 –> 00:33:11,051
something new and da, da, da, da.” And
I’m like, okay, well, like I, I start

551
00:33:11,101 –> 00:33:15,214
to, I start to question that because
then I’m like, okay, well then clearly

552
00:33:15,264 –> 00:33:19,210
this is someone who doesn’t understand
prompting and doesn’t under- like

553
00:33:19,260 –> 00:33:20,209
you’re vulnerable.

554
00:33:20,259 –> 00:33:24,427
And but again, if you, if you show up
to AI with this, this belief that it’s

555
00:33:24,477 –> 00:33:28,535
accurate, that is going to be a problem.
And, and what’s interesting to me

556
00:33:28,585 –> 00:33:32,753
Is that you talk to a loan officer and
they’re like, “Yeah, loan, like, chat

557
00:33:32,803 –> 00:33:36,805
doesn’t know anything about loans,
man. It, like, gives such bad advice.”

558
00:33:36,855 –> 00:33:40,579
“Oh, but chat told me that this is
the best way to do social media.”

559
00:33:40,629 –> 00:33:44,520
All right, so, like, how do… You
need to understand that, like, if it

560
00:33:44,570 –> 00:33:48,572
doesn’t know about loans, do you really
think it has the best information

561
00:33:48,622 –> 00:33:52,734
about marketing or SEO or… And, like,
everything is with a grain of salt.

562
00:33:52,784 –> 00:33:55,676
Everything that you do in
AI is with a grain of salt.

563
00:33:55,726 –> 00:33:59,506
Like, you have to understand, get
references, cross-reference it, get

564
00:33:59,556 –> 00:33:59,950
multiple

565
00:34:00,000 –> 00:34:00,448
opinions.

566
00:34:00,498 –> 00:34:02,773
Have a, have AI be a adversarial reviewer.

567
00:34:02,823 –> 00:34:06,924
Use a different model to review the
thing that you put out and see what the

568
00:34:06,974 –> 00:34:09,968
other model says. Use chat
to, to, to challenge Claude.

569
00:34:10,018 –> 00:34:12,293
Use Claude to challenge chat. Like, you…

570
00:34:12,343 –> 00:34:16,444
Ah, yes. And I think it’s important
too, because you just said it, like, it

571
00:34:16,494 –> 00:34:20,596
gaslights you. So personally, I think
ChatGPT gaslights me more than Claude

572
00:34:20,646 –> 00:34:20,873
does.

573
00:34:20,923 –> 00:34:24,083
Um, but wouldn’t it be smart
to say, “Stop gaslighting me.

574
00:34:24,133 –> 00:34:28,289
Go ahead and, and contradict anything
I say if you don’t think it’s accurate

575
00:34:28,339 –> 00:34:31,500
or could be better”? Yeah. So
that it just stops doing it?

576
00:34:31,550 –> 00:34:33,880
Yeah, I, I don’t think
it’s going to do it.

577
00:34:33,930 –> 00:34:36,149
Um, it, it is, because it’s programmed…

578
00:34:36,199 –> 00:34:38,861
I mean, yes, if you are
in the, in the, in the…

579
00:34:38,911 –> 00:34:42,791
If you’re building prompts and stuff
like that, and you’re trying to do

580
00:34:42,841 –> 00:34:46,555
something, I would say yes. You’re
gonna say, “Challenge me,” right?

581
00:34:46,605 –> 00:34:50,706
“Hey, challenge me, you know, like,
don’t just s- d- just don’t, don’t just

582
00:34:50,756 –> 00:34:54,249
go along with my assumptions.
Like, I want you to challenge me.”

583
00:34:54,299 –> 00:34:58,345
But also, like, sometimes what it does
is go the opposite, and then it’ll,

584
00:34:58,395 –> 00:34:58,732
like…

585
00:34:58,782 –> 00:34:59,950
So it’s like, when you

586
00:35:00,000 –> 00:35:04,151
tell it what to do, it’s g- It, it is
built to do the thing you want it to

587
00:35:04,201 –> 00:35:06,818
do, and to do it as
quickly as possible, right?

588
00:35:06,868 –> 00:35:10,735
So, like, so when it comes to let’s
even talk, like, let’s talk about

589
00:35:10,785 –> 00:35:14,822
coding, right? When you are, when you
are, uh, trying to code something,

590
00:35:14,872 –> 00:35:18,966
what it’s going to try to do is try
to get you from point A to point B as

591
00:35:19,016 –> 00:35:19,931
fast as possible.

592
00:35:19,981 –> 00:35:22,940
It doesn’t care if along
the way it breaks 17 things.

593
00:35:22,990 –> 00:35:25,494
It’s trying to solve
the thing that you said.

594
00:35:25,544 –> 00:35:29,240
Unless you say, “Hey, before you
go and do this, think through the

595
00:35:29,290 –> 00:35:33,498
repercussions of, of this change. Is
it going to have an impact on anything

596
00:35:33,548 –> 00:35:37,812
else that’s going on?” Like, it’s really
just about, like, stepping back and

597
00:35:37,862 –> 00:35:42,012
thinking about, “Okay, if I read this
prompt, if I read the thing that I’m

598
00:35:42,062 –> 00:35:45,532
asking, is there anything that
you should think about,” right?

599
00:35:45,582 –> 00:35:49,846
I mean, you can say think to it, but,
like, is there something that I should

600
00:35:49,896 –> 00:35:53,082
challenge that is, that, that
is wrong in my assumptions?

601
00:35:53,132 –> 00:35:56,885
Now, again, even with that, I would
still say still don’t trust it.

602
00:35:56,935 –> 00:35:59,950
Still try to get references,
still try to get sources,

603
00:36:00,000 –> 00:36:04,171
still, still know that you need to go
find the expert at the thing or, or,

604
00:36:04,221 –> 00:36:06,167
or be able to reference the expert.

605
00:36:06,217 –> 00:36:10,444
A- again, it doesn’t… I mean, certain
things don’t really matter all that

606
00:36:10,494 –> 00:36:14,665
much, but, uh- Can, can, in your second
brain, your portable second brain,

607
00:36:14,715 –> 00:36:18,201
can you have that language in
there so that it knows- Sure …

608
00:36:18,251 –> 00:36:20,539
and you don’t have to go prompt it again?

609
00:36:20,589 –> 00:36:24,817
Sure. It just knows. It’s gonna read
that document every single time before

610
00:36:24,867 –> 00:36:28,866
you start something new, and it knows
how to handle it because of that.

611
00:36:28,916 –> 00:36:33,144
Yeah, sure. I, I, um, funny enough, I
put something in my, in my, um, s- in

612
00:36:33,194 –> 00:36:37,193
my portable second brain because if
you’ve used Claude at all, it’ll be

613
00:36:37,243 –> 00:36:41,300
like, “Oh, yeah, it’s late. You should,
you should take a break and come

614
00:36:41,350 –> 00:36:45,520
back in the morning.” And I’m like
Please add a note to my portable second

615
00:36:45,570 –> 00:36:49,798
brain to never ask me that question
and to continue and like, like no, like

616
00:36:49,848 –> 00:36:50,083
what?

617
00:36:50,133 –> 00:36:54,018
Like do not con- don’t be con- And
what’s funny is like you’re right.

618
00:36:54,068 –> 00:36:58,239
Claude is a condescending, a condescending
like threenager that like knows

619
00:36:58,289 –> 00:36:59,950
better than you. And, and then

620
00:37:00,000 –> 00:37:03,129
Chat is more of like that,
“Oh yeah, yeah, that’s great.

621
00:37:03,179 –> 00:37:05,854
Yeah, let’s do it. Yeah,
yeah, you’re a genius.”

622
00:37:05,904 –> 00:37:10,111
So, uh- Yeah … I think they both have
problems And then, and then there’s

623
00:37:10,161 –> 00:37:10,395
Grok.

624
00:37:10,445 –> 00:37:14,709
I ha- I, I’ve only used Grok for a very
short period of time just to kind of

625
00:37:14,759 –> 00:37:18,909
test it and play with it. And I, and
I do have to admit, I kind of enjoyed

626
00:37:18,959 –> 00:37:22,996
the sarcasm and, and the, uh, as they
like to call it, punchy type of an

627
00:37:23,046 –> 00:37:27,310
attitude. Um, but I just wasn’t, like
I don’t know why I- nobody talks about

628
00:37:27,360 –> 00:37:29,184
Grok like they do Claude or Chat.

629
00:37:29,234 –> 00:37:32,079
And then I can’t help but
think, man, I don’t know.

630
00:37:32,129 –> 00:37:34,803
I, I’d be putting some
money on E- on Elon Musk.

631
00:37:34,853 –> 00:37:39,004
I have this feeling he’s just gonna
step up like super big here coming up.

632
00:37:39,054 –> 00:37:43,204
I, I agree. I think Grok, uh, Grok has
been, uh, let’s be honest, Grok has

633
00:37:43,254 –> 00:37:46,667
been behind. Though I, I do
think that they are close, right?

634
00:37:46,717 –> 00:37:50,981
Like, um, obviously the, the whole xAI
and SpaceX AI and all that stuff, all

635
00:37:51,031 –> 00:37:53,365
the merging and all of the infrastructure.

636
00:37:53,415 –> 00:37:57,282
I mean, I mean, right now Claude
is, is leasing a lot of their, their

637
00:37:57,332 –> 00:37:59,950
compute from them. Uh,
I think Chat is as well.

638
00:38:00,000 –> 00:38:02,549
Uh, so, so they’re…
I, I, I don’t disagree.

639
00:38:02,599 –> 00:38:06,764
I think Grok is coming along. He has,
he has come out and said that five,

640
00:38:06,814 –> 00:38:10,922
Chat- uh, Grok 5 will be better than
anything that’s on the market right

641
00:38:10,972 –> 00:38:11,153
now.

642
00:38:11,203 –> 00:38:15,542
We’ll see. I mean, you know, he’s also
a, a marketer and a, and a over-hyper

643
00:38:15,592 –> 00:38:19,700
and stuff like that as well, but y-
I would not bet against Grok either.

644
00:38:19,750 –> 00:38:23,915
I would also not bet against Google.
Um, you know, Google has been pretty

645
00:38:23,965 –> 00:38:26,803
bad. Um, they supposedly
are dropping a new model.

646
00:38:26,853 –> 00:38:30,903
It, it dropped, but they’re not giving
it to us, so, you know, we don’t

647
00:38:30,953 –> 00:38:31,192
know.

648
00:38:31,242 –> 00:38:34,887
Um, it’s just one of those same
things, “Oh, it’s just too good.

649
00:38:34,937 –> 00:38:37,659
We’re gonna only roll it
out to certain people.”

650
00:38:37,709 –> 00:38:41,875
I feel like, I don’t know. Um, I feel
like all these guys are gaslighting

651
00:38:41,925 –> 00:38:46,264
us. Now Google, um, when I, when I got
going on Muse, which again, I, I love

652
00:38:46,314 –> 00:38:50,653
Meta’s Muse, um, and I was like well
shoot, here, here’s this now, and it’s,

653
00:38:50,703 –> 00:38:54,868
I- in my opinion, better than, than
all the other stuff that’s out there.

654
00:38:54,918 –> 00:38:59,026
But then I did a little research ’cause
I didn’t even know, but Grok has

655
00:38:59,076 –> 00:38:59,950
their own little

656
00:39:00,000 –> 00:39:02,152
AI assistant. But it, I did a comparison.

657
00:39:02,202 –> 00:39:06,127
It doesn’t do as much. Then what I
didn’t even know, ’cause you brought up

658
00:39:06,177 –> 00:39:10,048
Google, I didn’t even know that Google
has its own bot or its own, uh, AI

659
00:39:10,098 –> 00:39:11,875
assistant. Did you even know that?

660
00:39:11,925 –> 00:39:15,850
No. I mean, they, they, yeah, I mean,
they have stuff, but they don’t have

661
00:39:15,900 –> 00:39:19,932
anything like… As far as I know, they
don’t have like a Grok bot or like a

662
00:39:19,982 –> 00:39:23,370
Muse and, and, you know, Chat just
dropped their, their version.

663
00:39:23,420 –> 00:39:27,452
Supposedly they do, though. Oh. I couldn’t
figure out how to, how to turn it

664
00:39:27,502 –> 00:39:31,373
on, ’cause I was like, “Hey Maybe I
should just stick with Google, right?

665
00:39:31,423 –> 00:39:35,080
Like, there’s that piece of me that
kept, kept saying to myself, “I’m

666
00:39:35,130 –> 00:39:38,947
disappointed that Google hasn’t, like,
come up with, with anything big.”

667
00:39:38,997 –> 00:39:42,815
And then I can’t help but think my
entire platform at the company is, we

668
00:39:42,865 –> 00:39:46,897
switched to Google on purpose last year
out of, you know, I mean, talk about

669
00:39:46,947 –> 00:39:50,657
being the most hated man in the
company when I switched from, um, from

670
00:39:50,707 –> 00:39:53,021
Microsoft to Google in
a, in a finance shop.

671
00:39:53,071 –> 00:39:55,599
No- only, like, three
people were happy with me.

672
00:39:55,649 –> 00:39:59,520
Everybody else hated me. But I was
like, “Man, it’s the, it’s the future.

673
00:39:59,570 –> 00:39:59,950
We gotta

674
00:40:00,000 –> 00:40:03,468
switch now. It’s gonna be, we’re gon-
we’re all gonna be way better off.”

675
00:40:03,518 –> 00:40:06,311
Like, just learn. Yes. Yes.
Um, Microsoft sucks anyway, so.

676
00:40:06,361 –> 00:40:08,336
But still, I like it too, so. What’s that?

677
00:40:08,386 –> 00:40:09,830
Outlook, Microsoft and Outlook.

678
00:40:09,880 –> 00:40:13,444
Outlook sucks. I don’t know, like, why,
why the m- the industry loves it so

679
00:40:13,494 –> 00:40:17,010
much. It’s terrible. It’s, I mean,
Google, Google, Gmail for, to be, to be

680
00:40:17,060 –> 00:40:20,384
fair, Gmail isn’t great either. Um,
it’s not super easy to use either.

681
00:40:20,434 –> 00:40:23,902
But, um, but yeah, I mean, overall
I’m a- So I, I loved Outlook, but then

682
00:40:23,952 –> 00:40:26,745
again, it was the only thing
I used for a really long time.

683
00:40:26,795 –> 00:40:30,360
But I forced myself, I burned the boats.
Like, everybody else was trying to

684
00:40:30,410 –> 00:40:32,625
use both for a while,
and everybody else was…

685
00:40:32,675 –> 00:40:36,287
And then I finally just, when the license
lapsed, it was like, “Nope, you’re

686
00:40:36,337 –> 00:40:39,179
gonna have to pay for it yourself
if, if you wanna keep it.”

687
00:40:39,229 –> 00:40:42,408
But- Right … people in our industry
could not get off of Outlook.

688
00:40:42,458 –> 00:40:44,721
That’s just what they’ve
done their entire life.

689
00:40:44,771 –> 00:40:46,697
But I f- I finally did, and now I got it.

690
00:40:46,747 –> 00:40:49,058
Like I, I got it. You
know, I’m okay with it now.

691
00:40:49,108 –> 00:40:52,625
I figured out how to manipulate it and
use it, but you gotta put time into

692
00:40:52,675 –> 00:40:55,564
it, right? Anyways, I, I, we’re
going off topic a little bit.

693
00:40:55,614 –> 00:40:59,131
Um, we can go on and on and on and on,
but what I want to do is bring this

694
00:40:59,181 –> 00:40:59,950
back specifically

695
00:41:00,000 –> 00:41:01,499
for mortgage advisors.

696
00:41:01,549 –> 00:41:06,851
Um, build a second brain, but let’s just
do couple use case scenarios of how

697
00:41:06,901 –> 00:41:10,936
to actually apply it in their
business that can help them.

698
00:41:10,986 –> 00:41:16,006
And I, I’m gonna give you two scenarios
so you can, you can just go down

699
00:41:16,056 –> 00:41:21,006
each path individually. The first
path is going to be for, um, for, uh,

700
00:41:21,056 –> 00:41:26,358
client use, right? Like, how do I, how
do I make better presentations for my

701
00:41:26,408 –> 00:41:26,922
clients?

702
00:41:26,972 –> 00:41:32,274
How do I have better, um, you know, uh,
not just emails, but like, you know,

703
00:41:32,324 –> 00:41:37,415
Mortgage Coach, for example, right?
There’s, there’s, people use Mortgage

704
00:41:37,465 –> 00:41:41,147
Coach. They use some of the
other products they have.

705
00:41:41,197 –> 00:41:46,358
How can I have this second portable
brain and physically use it to make my

706
00:41:46,408 –> 00:41:48,542
whole client experience better.

707
00:41:48,592 –> 00:41:53,753
And the second one, by the way, when
we go down that path, is gonna be for

708
00:41:53,803 –> 00:41:58,823
marketing. Okay. Um, so from a, from
a client perspective, obviously you

709
00:41:58,873 –> 00:41:59,950
gotta be careful

710
00:42:00,000 –> 00:42:04,274
in the mortgage industry to, uh, not
ever put NPI, PII, don’t put date of

711
00:42:04,324 –> 00:42:08,775
birth, Social Securities, things like
that, credit reports, um, probably not

712
00:42:08,825 –> 00:42:11,263
even appraisals into AI, public AI models.

713
00:42:11,313 –> 00:42:15,764
Uh, now if you have a corporate enterprise
account, there may be some things

714
00:42:15,814 –> 00:42:18,430
you can do that you
can’t do with the public.

715
00:42:18,480 –> 00:42:22,872
But if you’re paying for your own
ChatGPT or Claude, do not put anything in

716
00:42:22,922 –> 00:42:27,255
there that you do not want leaked. Uh,
do not put NPI data, do not put PII

717
00:42:27,305 –> 00:42:31,638
data. I know I’m not a compliance guy,
but, uh, you know, I just feel like

718
00:42:31,688 –> 00:42:32,823
that has to be said.

719
00:42:32,873 –> 00:42:37,206
I, I feel like it’s obvious, but then
you hear people like, “Oh, I threw a

720
00:42:37,256 –> 00:42:39,753
credit report in there
and it did X, Y, Z.”

721
00:42:39,803 –> 00:42:43,958
And you’re like, “Holy moly, what?”
So, um, so there- And, and actually

722
00:42:44,008 –> 00:42:48,222
let’s just stick to that for a second
because I, I have a a sales brain.

723
00:42:48,272 –> 00:42:50,947
It’s what I’ve done my
entire, you know, life.

724
00:42:50,997 –> 00:42:53,849
I love it, I enjoy it, I
love thinking like that.

725
00:42:53,899 –> 00:42:58,292
Um, I hate thinking like a compliance
person, but because I own the company

726
00:42:58,342 –> 00:42:59,950
and we’re going, we’re going

727
00:43:00,000 –> 00:43:04,618
through three different state audits
right now, I just can’t help but be in

728
00:43:04,668 –> 00:43:09,037
this state of mind. And you know,
what, what I don’t see, not just from

729
00:43:09,087 –> 00:43:13,767
individuals but even from companies that
are selling things to us, um, there

730
00:43:13,817 –> 00:43:17,626
is, there is no protection
whatsoever about, about compliance.

731
00:43:17,676 –> 00:43:22,232
I-I- basic stuff too. Like, hey, you
got an interest rate, it’s gotta have

732
00:43:22,282 –> 00:43:26,589
an APR. I know it sucks, but that’s
like the nu- one of the number one

733
00:43:26,639 –> 00:43:31,319
things they look for. Right. And it’s
the, one of the easiest things to pick

734
00:43:31,369 –> 00:43:33,996
off, like, oh, you
don’t have an APR. Ding.

735
00:43:34,046 –> 00:43:38,726
So I’m trying to create, I, just so you
guys all know, like, I, I’m creating

736
00:43:38,776 –> 00:43:40,344
an ethos operating system.

737
00:43:40,394 –> 00:43:44,826
It’s been my pet project for a while
now, like, you know, almost a year.

738
00:43:44,876 –> 00:43:47,564
Um, it’s gonna get
released here next month.

739
00:43:47,614 –> 00:43:52,045
Um, and I’m super excited about it,
and I’m in love with it, and I think

740
00:43:52,095 –> 00:43:56,465
it’s sexy and I think it’s easy. So
it’s got a big red button that says

741
00:43:56,515 –> 00:43:59,203
sexy, another big red
button that says easy.

742
00:43:59,253 –> 00:43:59,950
So I’m super

743
00:44:00,000 –> 00:44:01,611
excited because of that.

744
00:44:01,661 –> 00:44:06,870
But what I want to do, and it’s gonna
be hard, is how do I, I, I need to get

745
00:44:06,920 –> 00:44:11,922
everybody off of their l- large language
model and over here because it’s

746
00:44:11,972 –> 00:44:17,182
built in. So my hope is that when they
want to do a marketing anything, they

747
00:44:17,232 –> 00:44:21,542
can come in here and do it, and
it’ll have everything built in.

748
00:44:21,592 –> 00:44:26,594
But I also am not stupid enough to
know that I’m gonna switch everybody’s

749
00:44:26,644 –> 00:44:31,438
behavior because they, I hear it all
the time, “Oh, ChatGPT knows me.”

750
00:44:31,488 –> 00:44:36,005
You know? They know everything, so
they’re just gonna stick to it.

751
00:44:36,055 –> 00:44:41,265
So I’m thinking I need to build out a
compliance project for each of them so

752
00:44:41,315 –> 00:44:46,524
that they can just have inherently in
their own maybe second brain Yeah, you

753
00:44:46,574 –> 00:44:51,715
could, you could, uh, I mean, what I
would say is, like, you can build a, a

754
00:44:51,765 –> 00:44:56,421
plugin, uh, like a compliance plugin,
um, that can be installed into

755
00:44:56,471 –> 00:44:57,043
anything.

756
00:44:57,093 –> 00:44:59,950
But yeah, it could, it could theoretically

757
00:45:00,000 –> 00:45:03,946
live in the second brain and then just
could be installed in whichever, uh,

758
00:45:03,996 –> 00:45:07,943
model. Um, you know, I have a, I have
an AI slop, uh, or DAI AI slop plugin

759
00:45:07,993 –> 00:45:11,566
that, uh, it can run, basically runs
like an audit over any content.

760
00:45:11,616 –> 00:45:14,177
It’ll look for certain
words and stuff like that.

761
00:45:14,227 –> 00:45:17,268
So I, I do think that’s, uh,
something that’s fairly easy.

762
00:45:17,318 –> 00:45:20,891
You could– You know, it’s a, it’s
basically a markdown file, right?

763
00:45:20,941 –> 00:45:24,781
I mean, a, a, a plugin or a, or a
skill that you can run, um, or just add

764
00:45:24,831 –> 00:45:27,765
to, to it. So yeah, I mean,
I think that’s, that’s good.

765
00:45:27,815 –> 00:45:31,708
But again, AI still misses stuff, so,
uh, that, that will be a good layer.

766
00:45:31,758 –> 00:45:35,385
Um, but also, hey, like you’re a
grown-up, like you need to make good

767
00:45:35,435 –> 00:45:39,328
choices and like you said, the APR.
The amount of loan officers that don’t

768
00:45:39,378 –> 00:45:43,271
understand that they need to have an
APR and they need to have disclaimers

769
00:45:43,321 –> 00:45:47,215
and disclosures, like I, I always just
tell people, “Just don’t freaking–

770
00:45:47,265 –> 00:45:49,506
Don’t use trigger terms
in your marketing.”

771
00:45:49,556 –> 00:45:53,396
If you don’t use trigger terms in your
marketing, you don’t never have to

772
00:45:53,446 –> 00:45:57,446
worry about any of that stuff. And, uh,
frankly, using trigger terms in your

773
00:45:57,496 –> 00:45:59,950
marketing i- i- is a, is
in my opinion, a worse

774
00:46:00,000 –> 00:46:04,025
way to attract people anyway, um, because
then you attract them based off of

775
00:46:04,075 –> 00:46:08,100
the lowest common denominator, whether
it’s credit score or down payment or,

776
00:46:08,150 –> 00:46:10,352
or things that, that we don’t want anyway.

777
00:46:10,402 –> 00:46:14,105
And so therefore, I, I just think
it’s, you’re better off telling good

778
00:46:14,155 –> 00:46:17,698
stories, uh, as opposed to talking
about rates and stuff like that.

779
00:46:17,748 –> 00:46:21,666
But anyway, yeah, I, I, from that
perspective, like one of the things that

780
00:46:21,716 –> 00:46:25,741
I, I think for like why building a second
brain is so cool because like you,

781
00:46:25,791 –> 00:46:27,296
what you can do is you can…

782
00:46:27,346 –> 00:46:31,156
Let’s say you have a specific logo
and a brand and brand colors that you

783
00:46:31,206 –> 00:46:35,178
use, right? Maybe it’s the ethos colors
if you’re, you know, part of Dino’s

784
00:46:35,228 –> 00:46:38,020
brand or, or, or branch,
but maybe you have your own.

785
00:46:38,070 –> 00:46:41,183
You can create a brand kit that
lives in your second brain.

786
00:46:41,233 –> 00:46:45,097
So anytime you create documents, PDFs,
uh, PowerPoints, or I guess Google

787
00:46:45,147 –> 00:46:49,012
Slides or whatever you wanna call
them, um, you create presentations, you

788
00:46:49,062 –> 00:46:52,819
create, uh, lead magnets, e-books,
anything that’s branded, guess what?

789
00:46:52,869 –> 00:46:56,786
You don’t have to be like, “Oh, here’s
my logo and here’s this, and here’s

790
00:46:56,836 –> 00:46:59,628
that.” No. My logo’s in
here. My brand kit’s in here.

791
00:46:59,678 –> 00:46:59,950
It has

792
00:47:00,000 –> 00:47:03,964
all of our, our approved fonts, it has
our approved everything that we need.

793
00:47:04,014 –> 00:47:07,608
It’ll just go and use that for
anything that you wanna create, right?

794
00:47:07,658 –> 00:47:10,038
Whether it’s HTML, uh,
for your emails, right?

795
00:47:10,088 –> 00:47:14,052
I don’t, not a big fan of HTML and emails
anyway, but hey, if you wanna have

796
00:47:14,102 –> 00:47:17,961
beautiful little HTML, HTML emails,
it’s super easy to build those in your

797
00:47:18,011 –> 00:47:21,816
brand if you have that. That’s, I
think that’s one of the best things you

798
00:47:21,866 –> 00:47:25,513
could do. Um, now here’s where you
gotta be careful, but if you have a

799
00:47:25,563 –> 00:47:29,369
capture mechanism that somehow you’re
not talking about NPI data, and the

800
00:47:29,419 –> 00:47:33,383
capture mechanism is like a, like a plot
or otter or Fathom or some way that

801
00:47:33,433 –> 00:47:35,813
you’re recording calls
You can then push that.

802
00:47:35,863 –> 00:47:39,035
Again, you gotta be careful
with, uh, non-public information.

803
00:47:39,085 –> 00:47:43,049
But you can push that and then have a
skill or a plugin that helps you write

804
00:47:43,099 –> 00:47:47,063
your emails so that you have a recap of
your call, or, you know, maybe it’s,

805
00:47:47,113 –> 00:47:50,918
maybe you’re not talking about consumers,
maybe you’re talking about real

806
00:47:50,968 –> 00:47:53,823
estate agents. Okay, well,
you just had a conversation.

807
00:47:53,873 –> 00:47:57,468
Now you’re walking to your car. Your
little AI can then send an email

808
00:47:57,518 –> 00:47:59,686
saying, “Hey, here’s what we talked about.

809
00:47:59,736 –> 00:47:59,950
Super

810
00:48:00,000 –> 00:48:02,956
excited for next steps.
Here’s what we’re gonna do.”

811
00:48:03,006 –> 00:48:07,118
Like, how, how powerful is that? Um,
you know, one of our, my consulting

812
00:48:07,168 –> 00:48:11,511
clients, he, he’s like, “Man, I used
to, I used to have these conversations.

813
00:48:11,561 –> 00:48:14,054
I’d be like, ‘Yeah, I’ll
follow up with you.

814
00:48:14,104 –> 00:48:18,332
I’ll follow up with you.'” And then,
like, for- he would forget or he’d go

815
00:48:18,382 –> 00:48:21,395
and he’s like, “Man, I don’t
know what to talk about.

816
00:48:21,445 –> 00:48:23,765
I forgot, I forgot what I even told him.”

817
00:48:23,815 –> 00:48:27,985
And so, y- you know, the ability to
just record it and then send an email

818
00:48:28,035 –> 00:48:31,800
with all the next steps is just,
it’s a, it’s an experience thing.

819
00:48:31,850 –> 00:48:36,019
Um, and you can use, I mean, you can
use AI for creating good experiences

820
00:48:36,069 –> 00:48:40,239
with the caveat that you just gotta
be careful with the data you put into

821
00:48:40,289 –> 00:48:42,782
the models. Yeah. I, I
think it’s important.

822
00:48:42,832 –> 00:48:47,175
People need to learn that. So okay, so
let’s go down that path now of client

823
00:48:47,225 –> 00:48:51,395
experience and what you can do as a
mortgage advisor to, to make yourself

824
00:48:51,445 –> 00:48:54,690
stand out, give your clients
a better experience overall.

825
00:48:54,740 –> 00:48:59,025
I mean, I, I, I think one thing that
helps some of the good producers stand

826
00:48:59,075 –> 00:48:59,950
out is they have

827
00:49:00,000 –> 00:49:03,756
videos that are recorded for each stage.
Um, and I think this should be you.

828
00:49:03,806 –> 00:49:07,362
It should not be an avatar. Uh, but
I mean, nowadays, again, now you can

829
00:49:07,412 –> 00:49:11,119
have AI edit videos for you. You can
do all that kind of crazy stuff if you

830
00:49:11,169 –> 00:49:11,920
figure that out.

831
00:49:11,970 –> 00:49:14,825
Um, you can literally have a
video for every stage, right?

832
00:49:14,875 –> 00:49:18,030
Where it’s like, “Hey, you know,
this is the pre-approval stage.

833
00:49:18,080 –> 00:49:20,634
Here’s what this looks like.
Here’s the next steps.”

834
00:49:20,684 –> 00:49:24,441
Um, and again, like, you can add the
captions, you can add all these things,

835
00:49:24,491 –> 00:49:28,147
and you can think out, like, “Okay,
how do I, how do I improve the commun-

836
00:49:28,197 –> 00:49:30,952
the, the communication plan
that I have with my clients?

837
00:49:31,002 –> 00:49:34,357
How do I create an experience?”
Right? You can use AI to brainstorm.

838
00:49:34,407 –> 00:49:37,112
You can use AI to, to analyze
the gaps in your process.

839
00:49:37,162 –> 00:49:40,217
“Here’s my current process. How
can I improve on this process?

840
00:49:40,267 –> 00:49:44,023
How can I respond faster? How can I make
sure that people are never reaching

841
00:49:44,073 –> 00:49:47,429
out to me?” Um, I think there’s
about a, a million ways that you can

842
00:49:47,479 –> 00:49:48,030
leverage AI.

843
00:49:48,080 –> 00:49:51,736
It’s going to be different for each
person, but I think one of the, one of

844
00:49:51,786 –> 00:49:55,242
the things people don’t think about
a lot in this space is the ex- the

845
00:49:55,292 –> 00:49:58,748
experience. And, and I’ll say this.
As someone from the external, from

846
00:49:58,798 –> 00:49:59,950
outside of the industry,

847
00:50:00,000 –> 00:50:04,171
um, I’ve talked to a lot of people that
have, especially entrepreneurs that

848
00:50:04,221 –> 00:50:08,449
have gone through the mortgage process,
and they’re like, “This is the worst

849
00:50:08,499 –> 00:50:09,181
process ever.

850
00:50:09,231 –> 00:50:12,670
The loan officers suck. They
don’t know a- they don’t know…”

851
00:50:12,720 –> 00:50:16,385
And of course, like, they’re, you
know, they’re, they’re typically

852
00:50:16,435 –> 00:50:18,693
entrepreneurs. They’re writing stuff off.

853
00:50:18,743 –> 00:50:22,971
So it could just be their experience
because they’re entrepreneurs and they,

854
00:50:23,021 –> 00:50:26,685
they don’t have a traditional W2
job, but that is the, that is the

855
00:50:26,735 –> 00:50:27,699
experience, right?

856
00:50:27,749 –> 00:50:31,695
Most people are having an experience
that is, that is, if not bad, it’s

857
00:50:31,745 –> 00:50:35,916
unremarkable Right? So how do you create
a, a remarkable experience in your

858
00:50:35,966 –> 00:50:39,912
process that people will remember
you? And again, there’s a reason why,

859
00:50:39,962 –> 00:50:44,134
especially in the broker world, there’s
only about a 15% retention rate of,

860
00:50:44,184 –> 00:50:46,498
of repeat buyers, repeat consumers, right?

861
00:50:46,548 –> 00:50:50,663
Like one, obviously people don’t follow
up and they’re, they’re pretty bad

862
00:50:50,713 –> 00:50:54,659
at following up and, and keeping in,
in touch with their, their people.

863
00:50:54,709 –> 00:50:58,712
But only about 15% of, of brokers keep
their business, whereas like most

864
00:50:58,762 –> 00:50:59,950
retail I think is like

865
00:51:00,000 –> 00:51:03,227
closer to 80 or 90% are keeping
their, their past clients, right?

866
00:51:03,277 –> 00:51:06,958
We’re talking about Rocket and stuff
like that, and obviously they’re like

867
00:51:07,008 –> 00:51:09,227
pounding the phones and
doing all that stuff.

868
00:51:09,277 –> 00:51:11,799
But I think part of that
is like it’s unremarkable.

869
00:51:11,849 –> 00:51:15,580
It’s like, yeah, you did a good job.
You did your job, but, but how did you

870
00:51:15,630 –> 00:51:18,202
create an experience, right?
You think about Amazon.

871
00:51:18,252 –> 00:51:20,068
What’s the experience Amazon created?

872
00:51:20,118 –> 00:51:23,597
What’s the experience that, you know,
a lot of these sort of companies

873
00:51:23,647 –> 00:51:27,278
created? Like at one point in time,
if you ever, uh, there’s this book, I

874
00:51:27,328 –> 00:51:30,656
can’t think of the book right now.
Uh, Never Lose a Customer Again.

875
00:51:30,706 –> 00:51:34,337
So Never Lose a Customer Again talks
about like the evolution of customer

876
00:51:34,387 –> 00:51:36,505
service and… Well,
this was before COVID.

877
00:51:36,555 –> 00:51:40,337
I think COVID caused all kinds of
problems, but, um, there was the evolution

878
00:51:40,387 –> 00:51:44,068
of customer service. You know, in the
’70s, ’80s, whatever, you were happy

879
00:51:44,118 –> 00:51:46,387
if your package got here
and it wasn’t broken.

880
00:51:46,437 –> 00:51:50,219
Now we’re, now we’re in the world where
like if it doesn’t come in two days,

881
00:51:50,269 –> 00:51:54,051
we’re pissed, right? Like that is, that
is the evolution of customer service

882
00:51:54,101 –> 00:51:57,177
and understanding that that is
the world we currently live in.

883
00:51:57,227 –> 00:51:59,950
So if you, if you consider
that, like how do I create a

884
00:52:00,000 –> 00:52:03,594
remarkable experience? To me, that’s
the, the biggest thing that I always

885
00:52:03,644 –> 00:52:07,088
think of as a, as a loan officer is
like, how do I create a remarkable

886
00:52:07,138 –> 00:52:10,083
experience for, for my agent
partners and my, uh, consumers?

887
00:52:10,133 –> 00:52:13,727
And I think top producers understand
that, and they do a very good job of

888
00:52:13,777 –> 00:52:14,576
verbalizing that.

889
00:52:14,626 –> 00:52:17,171
And then people are like,
“Well, what are you doing?

890
00:52:17,221 –> 00:52:20,416
What’s your secret sauce?” I don’t
know if you know David Kackes.

891
00:52:20,466 –> 00:52:24,060
He’s a buddy of mine, but, uh, you
know, he, people are always asking him

892
00:52:24,110 –> 00:52:27,804
what’s his secret sauce? How did he go
from zero to being the top producer,

893
00:52:27,854 –> 00:52:30,000
you know, in, in his
first two years, right?

894
00:52:30,050 –> 00:52:33,344
Like I think he closed like close
to $60 million in, in production.

895
00:52:33,394 –> 00:52:36,240
And they’re also, they’re always
looking for secret sauce.

896
00:52:36,290 –> 00:52:38,586
He’s like, “Bro, I just
like work my butt off.”

897
00:52:38,636 –> 00:52:41,381
He’s like, “I do this, I do
this, I do this, I do this.”

898
00:52:41,431 –> 00:52:45,025
He creates a remarkable experience
that is memorable, that makes him more

899
00:52:45,075 –> 00:52:48,719
referable because agents work with him
like, “Holy crap, I don’t ever have

900
00:52:48,769 –> 00:52:49,717
to reach out to you.

901
00:52:49,767 –> 00:52:53,511
I always know exactly what’s happening.
You’re sending videos, you’re funny,

902
00:52:53,561 –> 00:52:56,805
you’re, you’re…” You know, like
all the things that create a, an

903
00:52:56,855 –> 00:52:59,950
experience that makes you referable.
So anyway, off my soapbox.

904
00:53:00,000 –> 00:53:03,828
Yeah. Yep. Um, let me, let
me- Ask you this question.

905
00:53:03,878 –> 00:53:09,316
So, we got a little bit of compliance
we gotta think through, but, um, what

906
00:53:09,366 –> 00:53:14,291
I always did when I was producing
was I stepped into every potential

907
00:53:14,341 –> 00:53:18,170
difficult thing before
anybody had to think about it.

908
00:53:18,220 –> 00:53:23,730
So when the disclosures, the initial
disclosures in the LE came out, I would

909
00:53:23,780 –> 00:53:29,218
always create a Loom video and, and I
would have the disclosures showing up

910
00:53:29,268 –> 00:53:33,974
on the screen, and I would say,
“Just want you to know, all these

911
00:53:34,024 –> 00:53:38,511
disclosures are coming your way.
There’s, like, 80 pages here.

912
00:53:38,561 –> 00:53:42,096
Quite honestly, it’s all
made for your fireplace.

913
00:53:42,146 –> 00:53:47,145
A lot of stuff that just, you know,
is gonna protect the bank’s butt.

914
00:53:47,195 –> 00:53:51,316
But I do wanna bring certain
documents to your attention.

915
00:53:51,366 –> 00:53:54,462
The number one thing
is this loan estimate.

916
00:53:54,512 –> 00:53:58,048
These are all the fees.
This is just the initial.

917
00:53:58,098 –> 00:53:59,950
There’s a lot of things we

918
00:54:00,000 –> 00:54:04,065
don’t know yet. We’re doing the best
we can to gather everybody’s fees and

919
00:54:04,115 –> 00:54:04,899
bring them in.”

920
00:54:04,949 –> 00:54:09,014
Right? And, and I would say, like,
everybody’s fees because they’re not…

921
00:54:09,064 –> 00:54:13,018
E-everybody thinks they’re my fees,
but it’s like, “Hey, we have a small

922
00:54:13,068 –> 00:54:16,521
little window in that LE. Everything
else is everybody else’s.”

923
00:54:16,571 –> 00:54:20,191
So I would do that ahead of time.
I would outline it on the video.

924
00:54:20,241 –> 00:54:23,583
I would explain it to them, so
when they got it, it was easy.

925
00:54:23,633 –> 00:54:27,309
Now, I don’t know why, but mortgage
advisors like to just avoid the

926
00:54:27,359 –> 00:54:30,145
difficult things. Like,
disclosures are coming out.

927
00:54:30,195 –> 00:54:34,315
Maybe they’ll just e-sign, click, click,
click, click, and not even ask any

928
00:54:34,365 –> 00:54:38,486
questions or care. But believe it or
not, if you don’t address it, you, you

929
00:54:38,536 –> 00:54:41,266
might leave a, a little
just lump in their throat.

930
00:54:41,316 –> 00:54:43,991
They signed it ’cause
they’re scared or whatever.

931
00:54:44,041 –> 00:54:48,050
They need to, but just address it.
And then there’s the, the CD, and then

932
00:54:48,100 –> 00:54:52,109
there’s the loan documents, and let’s
face it, the loan documents, you’re

933
00:54:52,159 –> 00:54:54,890
signing in front of a
notary. These really matter.

934
00:54:54,940 –> 00:54:58,782
So I would do this big video, a
five-minute video actually, but I went

935
00:54:58,832 –> 00:54:59,950
through the note, the

936
00:55:00,000 –> 00:55:00,697
deed, the…

937
00:55:00,747 –> 00:55:05,303
If they had, uh, PMI, I would go through
the amortization schedule to show

938
00:55:05,353 –> 00:55:09,784
them the date that it falls off, and
I would go through the whole thing.

939
00:55:09,834 –> 00:55:12,523
Now, it took five minutes.
I made the video.

940
00:55:12,573 –> 00:55:17,128
It was great, but is there a way that
we can automate this now so that we,

941
00:55:17,178 –> 00:55:21,859
we build out what the video needs to
look like when it goes through the loan

942
00:55:21,909 –> 00:55:26,153
documents and knows which documents
to pull out and specifically talk

943
00:55:26,203 –> 00:55:26,651
through?

944
00:55:26,701 –> 00:55:30,884
And then in a secure environment,
um, and that’s the key, the secure

945
00:55:30,934 –> 00:55:34,929
environment, ’cause I don’t want
them doing it in chat or Claude.

946
00:55:34,979 –> 00:55:39,224
Um, can we just upload the loan docs
or the CD or the LE, the initial

947
00:55:39,274 –> 00:55:43,954
disclosures, and say, “Create this video
for me,” and then have an intro for

948
00:55:44,004 –> 00:55:47,066
every loan officer that,
that says, “Hey, it’s me.

949
00:55:47,116 –> 00:55:51,485
We got our AI bot, or our AI agent,
you know, doing this video for you.

950
00:55:51,535 –> 00:55:56,153
Please do pay attention,” right? And
it’s just a, a little intro into every

951
00:55:56,203 –> 00:55:59,950
video. How do we do that? What’s
the best way to create that?

952
00:56:00,000 –> 00:56:03,309
‘Cause I think that would be
a killer e- client experience.

953
00:56:03,359 –> 00:56:04,732
My, my initial thought is

954
00:56:04,782 –> 00:56:08,944
I hate it. I, I hate the idea of using
an AI bot to, to do the part that I

955
00:56:08,994 –> 00:56:11,506
think the humanness
matters. I, I don’t know.

956
00:56:11,556 –> 00:56:14,865
That- I’m just gonna, I’m just
gonna come out and say that.

957
00:56:14,915 –> 00:56:19,020
Like, I, I understand, I think what
you’re trying to say is like, “I know

958
00:56:19,070 –> 00:56:22,322
loan officers won’t do this,
so how do we do it for them?”

959
00:56:22,372 –> 00:56:25,225
100%. Um, and so, and so
I, so- ‘Cause I, I did it.

960
00:56:25,275 –> 00:56:27,787
L- I did it like clockwork
every single time.

961
00:56:27,837 –> 00:56:31,715
Yeah. Yeah. No matter what. I thought
that was, like, one of the most

962
00:56:31,765 –> 00:56:35,700
important things I could do. I agree.
I, I can preach it all day long,

963
00:56:35,750 –> 00:56:38,261
people just don’t do
it. Yeah, yeah. I agree.

964
00:56:38,311 –> 00:56:40,652
So I’d rather give them this than nothing.

965
00:56:40,702 –> 00:56:44,751
Yeah. So I agree. I mean, I think, I
think, uh, just getting that out of

966
00:56:44,801 –> 00:56:48,906
the, out of the way is like, “Hey Be
the human and do this part because I

967
00:56:48,956 –> 00:56:53,062
promise this is, this is probably
going to make, make you more money than

968
00:56:53,112 –> 00:56:56,079
automating it with AI. But
is it possible to do this?

969
00:56:56,129 –> 00:56:59,950
Yes. Now, compliantly, uh, are we
talking about just talking through

970
00:57:00,000 –> 00:57:03,235
documents that, that don’t have any
sort of socials and stuff like that, or

971
00:57:03,285 –> 00:57:06,344
is this specific documents that you’re
trying to- No, I, I, I’d like to

972
00:57:06,394 –> 00:57:07,483
upload the real documents.

973
00:57:07,533 –> 00:57:09,541
Okay. Like, that’s the
piece that I’ve avoided.

974
00:57:09,591 –> 00:57:12,782
It’s like I don’t wanna just have fake
documents that say, “You gotta look

975
00:57:12,832 –> 00:57:16,111
at your notes,” and then, you know. I
mean, if it’s not their stuff, I don’t

976
00:57:16,161 –> 00:57:19,132
think it’s worthy of doing. Uh, I
mean, so y- in theory, uh, again, I

977
00:57:19,182 –> 00:57:22,373
don’t– From a compliant perspective,
you, you may have to look into this.

978
00:57:22,423 –> 00:57:25,702
But like, for example, like you could
use a cloned voice, like on ElevenLabs

979
00:57:25,752 –> 00:57:28,811
and have their voice cloned, right?
Uh, it could, it could pull in, you

980
00:57:28,861 –> 00:57:32,140
could upload a document. Again, you may
wanna have like, if you have like an

981
00:57:32,190 –> 00:57:35,337
Enterprise Claude, uh, account, I
don’t know what that looks like, but if

982
00:57:35,387 –> 00:57:38,665
you have an Enterprise Claude account,
technically I think they’re sandboxed

983
00:57:38,715 –> 00:57:41,906
accounts and, um, that you, you basically
sign an agreement with them that

984
00:57:41,956 –> 00:57:43,439
they’re not going to use your data.

985
00:57:43,489 –> 00:57:46,680
That being said, I, I, from a compliance
perspective, you’re gonna have to

986
00:57:46,730 –> 00:57:49,921
talk to an attorney, I guess. I don’t
know what the actual regulations are

987
00:57:49,971 –> 00:57:53,249
there. Yeah. Yeah, yeah. But- Let’s
assume we got the compliance piece taken

988
00:57:53,299 –> 00:57:56,578
care of. Yeah, but the… What I would
say is you could, you could have Fal.

989
00:57:56,628 –> 00:57:59,906
Sorry. You could have a, a like something
like ElevenLabs or some sort of a,

990
00:57:59,956 –> 00:57:59,950
a

991
00:58:00,000 –> 00:58:03,984
cloned voice do a voiceover, and it
actually does a, a fairly good job.

992
00:58:04,034 –> 00:58:08,189
So like for, for reference, one of the
things I’ve been doing recently has

993
00:58:08,239 –> 00:58:11,427
been ElevenLabs has, uh, like
an expressive voice, right?

994
00:58:11,477 –> 00:58:14,836
The downside is for my cloned
voice, it sounds weird, right?

995
00:58:14,886 –> 00:58:19,155
When it uses the expressive voice, and
what expressive means is just like it

996
00:58:19,205 –> 00:58:22,961
pauses and it has a, it has sort
of intonation and stuff like that.

997
00:58:23,011 –> 00:58:26,939
So when it uses it on my actual voice,
it, it has a little bit of like

998
00:58:26,989 –> 00:58:31,200
weirdness. But, so what I do is I use
the just random voice, and then they,

999
00:58:31,250 –> 00:58:34,211
and then ElevenLabs also
has a voice changer feature.

1000
00:58:34,261 –> 00:58:38,473
So I use the expressive voice and then
use the voice changer to just switch

1001
00:58:38,523 –> 00:58:41,541
it to my voice. So then it
sounds just like me, right?

1002
00:58:41,591 –> 00:58:44,780
So, um, now of course it’s
still, there’s still like a…

1003
00:58:44,830 –> 00:58:48,757
If you’re tuned to AI, you’re gonna
know that it’s a little bit of AI.

1004
00:58:48,807 –> 00:58:52,450
But you could do like a little
voiceover, they’re not gonna know.

1005
00:58:52,500 –> 00:58:56,370
Um, and it can just sound just like
the loan officer and their voice.

1006
00:58:56,420 –> 00:58:59,950
Um, uh, it’s, it’s fairly, fairly
easy. Um, from a, from a tech

1007
00:59:00,000 –> 00:59:03,776
standpoint, uh, to automate that process,
you know, you could probably build

1008
00:59:03,826 –> 00:59:07,601
some sort of a little app that, that
has, um, that has Claude process it and

1009
00:59:07,651 –> 00:59:08,205
do all that.

1010
00:59:08,255 –> 00:59:11,427
Again, I would have to look into
like what that would look like.

1011
00:59:11,477 –> 00:59:15,252
But natively, right in inside of Claude,
you could do, you know, it has, um,

1012
00:59:15,302 –> 00:59:18,977
a lot of the features, right? Like you
can do these little videos, you can

1013
00:59:19,027 –> 00:59:22,400
upload the documents, it can create
these little videos and put them

1014
00:59:22,450 –> 00:59:26,074
together. Um, you know, fairly, fairly
easy now, especially with Opus 5.5

1015
00:59:26,124 –> 00:59:28,138
and the way it’s putting videos together.

1016
00:59:28,188 –> 00:59:31,913
It’s pretty crazy. Okay. All right.
I’ll, I’m gonna look into that ’cause I

1017
00:59:31,963 –> 00:59:35,638
think my, my viewpoint I, I’m talking
about myself now, but I think what I

1018
00:59:35,688 –> 00:59:39,212
wanna do is inside our ethos operating
system, ’cause that’s where it’s

1019
00:59:39,262 –> 00:59:42,886
gonna be secure, it … I can get
people to go in there, drop in the loan

1020
00:59:42,936 –> 00:59:44,950
docs, and then we’ll produce it for them.

1021
00:59:45,000 –> 00:59:48,675
Yeah, I think that would be… And it,
and then you would just have to get

1022
00:59:48,725 –> 00:59:52,450
them to, to basically do a voice sample
to, to clone and somehow, you know,

1023
00:59:52,500 –> 00:59:56,074
get, get that in there. I don’t know
if you can do that in a centralized

1024
00:59:56,124 –> 00:59:59,648
account. I know getting a cloned
voice, there’s another one called Fish

1025
00:59:59,698 –> 00:59:59,950
Audio.

1026
01:00:00,000 –> 01:00:04,725
Fish Audio, I believe is a, um, you can
open- it’s open source, so you could

1027
01:00:04,775 –> 01:00:06,044
use that for cheaper.

1028
01:00:06,094 –> 01:00:10,254
Um, and so, and it does a very good
job as well at, at the cloning.

1029
01:00:10,304 –> 01:00:12,892
But Fish, yeah, Fish. Yeah, Fish, F-I-S-H.

1030
01:00:12,942 –> 01:00:16,348
I haven’t tried that directly,
you know, within Claude.

1031
01:00:16,398 –> 01:00:20,934
I’ve just been using ElevenLabs. But
I have definitely tried Fish, uh, in

1032
01:00:20,984 –> 01:00:25,709
their app. Um, and it does a pretty good
job, and it’s, you know, real, real

1033
01:00:25,759 –> 01:00:26,086
cheap.

1034
01:00:26,136 –> 01:00:30,421
And you don’t need like- What do,
what do you think about, um, sorry,

1035
01:00:30,471 –> 01:00:33,060
moving, just switching gears a little bit.

1036
01:00:33,110 –> 01:00:37,772
What do you think about when you, um,
when you’re talking with your clients

1037
01:00:37,822 –> 01:00:42,296
and you do your initial consultation,
you get all your documents in, you

1038
01:00:42,346 –> 01:00:46,756
issue the appro- pre-approval,
pre-approval, do you think there’s a wow

1039
01:00:46,806 –> 01:00:50,337
factor in something you can
create for this pre-approval?

1040
01:00:50,387 –> 01:00:54,924
I, I, I mean, I think yes. I mean, I
think most people have pretty, like,

1041
01:00:54,974 –> 01:00:59,636
boring pre-approval letter. Pre-approval
letters are, are standard, boring,

1042
01:00:59,686 –> 01:00:59,950
stuff

1043
01:01:00,000 –> 01:01:03,417
like that. I think you can make a nicer
looking pre-approval and that would

1044
01:01:03,467 –> 01:01:06,699
be good enough. Um, you know, I know
there’s, there’s loan officers out

1045
01:01:06,749 –> 01:01:10,212
there that’ll have in their pre-approval,
they have, you know, guarantees as

1046
01:01:10,262 –> 01:01:10,443
well.

1047
01:01:10,493 –> 01:01:13,725
“Hey, you know what? If you put in
a this is as good as cash guarantee.

1048
01:01:13,775 –> 01:01:16,915
So if you put it in a, a thing and,
and, you know, we don’t close for

1049
01:01:16,965 –> 01:01:19,642
whatever reason.” Uh, so there’s
things you could do there.

1050
01:01:19,692 –> 01:01:22,785
But now from an AI perspective, I,
I mean, I think you can create an

1051
01:01:22,835 –> 01:01:26,206
experience. I don’t know how long.
Like, the, the big thing about AI right

1052
01:01:26,256 –> 01:01:29,580
now is like, it’s so easy to replicate
things that like, it’s almost like

1053
01:01:29,630 –> 01:01:32,908
you have to be early to certain things
in order to, to really, uh, be of

1054
01:01:32,958 –> 01:01:33,186
value.

1055
01:01:33,236 –> 01:01:36,514
Um, but I do think that so many people
are so behind in this industry as

1056
01:01:36,564 –> 01:01:39,935
well, that like you could probably do
a few little things and you’ll still

1057
01:01:39,985 –> 01:01:42,153
be ahead of 98% of loan
officers, uh, out there.

1058
01:01:42,203 –> 01:01:45,482
So I do think just adding a little
bit of nuance to like, how do we make

1059
01:01:45,532 –> 01:01:48,532
this pre-approval stand out? What
does everybody else’s look like?

1060
01:01:48,582 –> 01:01:51,445
And let’s make it different. I
think that’s a big thing, right?

1061
01:01:51,495 –> 01:01:54,819
We, we talk about the, uh, the improve
an offer versus a new opportunity.

1062
01:01:54,869 –> 01:01:57,962
It’s the same thing, right? Like,
you know, c- can we make this look

1063
01:01:58,012 –> 01:01:59,950
different than what
other people are doing?

1064
01:02:00,000 –> 01:02:04,984
Let, let’s, let’s switch gears. Uh, I
keep moving you around a little bit.

1065
01:02:05,034 –> 01:02:10,086
You’re good. Let’s go to an experience
that, I mean, you’re, you’re, you’re

1066
01:02:10,136 –> 01:02:15,052
not just sitting here using a bunch
of technology and geeking out all the

1067
01:02:15,102 –> 01:02:18,726
time. You’re trying to make
money on it and- Right …

1068
01:02:18,776 –> 01:02:23,896
and, and you have several different
companies, and y- one of your avatars is

1069
01:02:23,946 –> 01:02:29,066
a mortgage loan originator. So if, if
a mortgage loan originator came to you

1070
01:02:29,116 –> 01:02:34,100
right now and said, “I need your
services,” what, what would your services

1071
01:02:34,150 –> 01:02:36,345
be and what would you teach them?

1072
01:02:36,395 –> 01:02:41,243
Like what is, what do you do for them?
Yeah, well we have a- What’s your

1073
01:02:41,293 –> 01:02:46,277
value? We have a, we have a, uh, a
community, a $97 a month community, uh,

1074
01:02:46,327 –> 01:02:51,379
called Direct Authority AI. We have
four pillars that we help loan officers

1075
01:02:51,429 –> 01:02:55,120
with. Um, the, the four
pillars are Get visible, right?

1076
01:02:55,170 –> 01:02:59,134
So marketing. Get partners,
get efficient, and get skilled.

1077
01:02:59,184 –> 01:02:59,950
So those are

1078
01:03:00,000 –> 01:03:03,659
the four pillars, right? We want you
to be skilled with AI because we want

1079
01:03:03,709 –> 01:03:06,216
you to understand the
foundations of how to use AI.

1080
01:03:06,266 –> 01:03:10,025
But once you understand the foundations
and understand prompting, understand

1081
01:03:10,075 –> 01:03:13,684
context engineering, understand…
And, and I say context engineering, it

1082
01:03:13,734 –> 01:03:14,937
sounds like a fancy word.

1083
01:03:14,987 –> 01:03:18,697
Basically, w- when you learn how to
build stuff like the second brain, that

1084
01:03:18,747 –> 01:03:22,306
is effectively context engineering.
When you learn how to use context in

1085
01:03:22,356 –> 01:03:25,965
your favor to make– to get better
outputs, uh, that is a, a foundational

1086
01:03:26,015 –> 01:03:28,521
thing that you can take
across any platform, right?

1087
01:03:28,571 –> 01:03:32,281
So, you know, we talk about cloud, we
talk about ChatGPT, it doesn’t matter

1088
01:03:32,331 –> 01:03:33,384
what platform you use.

1089
01:03:33,434 –> 01:03:37,143
I say go all in on one, learn how to
use it, learn how to prompt, learn how

1090
01:03:37,193 –> 01:03:40,852
to ask questions, learn how to build
skills, learn how to do those things.

1091
01:03:40,902 –> 01:03:44,461
When you do those things, that’s
transferable across those other things.

1092
01:03:44,511 –> 01:03:48,020
So that’s the get skilled. I think
that’s the foundation of everything.

1093
01:03:48,070 –> 01:03:49,875
And then there’s three things, right?

1094
01:03:49,925 –> 01:03:53,033
Like get visible. How do we get
in front of more people, right?

1095
01:03:53,083 –> 01:03:55,840
And I talk about this, like
from a marketing background.

1096
01:03:55,890 –> 01:03:59,549
Our goal is not to go viral. Our goal
is not to, um, you know, be the most

1097
01:03:59,599 –> 01:03:59,950
visible.

1098
01:04:00,000 –> 01:04:03,868
It’s to be the most visible in front
of the audience that we wanna serve,

1099
01:04:03,918 –> 01:04:07,839
right? So when– anytime I talk about
marketing, whether it’s social media

1100
01:04:07,889 –> 01:04:11,488
marketing or YouTube or any of these
things, we want to figure out a

1101
01:04:11,538 –> 01:04:15,567
strategy to maximize the amount of
eyeballs that we get of our ideal client,

1102
01:04:15,617 –> 01:04:15,889
right?

1103
01:04:15,939 –> 01:04:19,807
If it’s, if it’s consumers, fine. If
it’s a real estate agent, it’s fine.

1104
01:04:19,857 –> 01:04:22,222
But we wanna maximize
the amount of eyeballs.

1105
01:04:22,272 –> 01:04:25,335
So that means, yes, we want to
use marketing in our favor.

1106
01:04:25,385 –> 01:04:27,589
We need good hooks. We need good graphics.

1107
01:04:27,639 –> 01:04:31,399
We need to understand human psychology,
and those things matter when it

1108
01:04:31,449 –> 01:04:32,419
comes to marketing.

1109
01:04:32,469 –> 01:04:36,497
‘Cause yes, I, you know, I consult with
a, a, a bro– a mortgage, uh, branch

1110
01:04:36,547 –> 01:04:39,503
manager He posts every single
day, multiple times a day.

1111
01:04:39,553 –> 01:04:43,581
But it’s just, it’s very regimented.
And I’m like: Okay, well, you need your

1112
01:04:43,631 –> 01:04:46,050
soul. I need you to bring
your soul into this.

1113
01:04:46,100 –> 01:04:49,914
Like, you need to be a human. Like,
all the business stuff is great, but

1114
01:04:49,964 –> 01:04:53,081
the, the side that is attractive
to people is you’re human.

1115
01:04:53,131 –> 01:04:56,945
So the more you can bring your human
into it, and then also keep showing

1116
01:04:56,995 –> 01:04:59,950
that you’re an expert, that
is what creates, like, a- an

1117
01:05:00,000 –> 01:05:03,611
attractive personality. Um, and so
that’s, that’s one thing, right?

1118
01:05:03,661 –> 01:05:07,764
So but again, it comes down to how do
we leverage AI to get visible in front

1119
01:05:07,814 –> 01:05:11,917
of more people? SEO, uh, websites, um,
you know, social media, those are the

1120
01:05:11,967 –> 01:05:13,939
things that we’re talking about here.

1121
01:05:13,989 –> 01:05:17,928
Um, and then it’s get partners. How
can we use AI to get more partners to

1122
01:05:17,978 –> 01:05:20,496
work with us? How can we
use it to, you know…

1123
01:05:20,546 –> 01:05:24,048
What are the, what are the things
of value we can give to agents?

1124
01:05:24,098 –> 01:05:26,671
Is it, “Hey, can I create
them a little website?

1125
01:05:26,721 –> 01:05:29,130
Uh, can I teach them
how to create a website?

1126
01:05:29,180 –> 01:05:33,283
Can I do classes for them?” And, and
those are all the things we teach them.

1127
01:05:33,333 –> 01:05:36,835
Little tools, little skills, little
things that they can do to be

1128
01:05:36,885 –> 01:05:40,824
attractive, to bring value to agents.
Because we all know the traditional

1129
01:05:40,874 –> 01:05:44,923
sort of thing that loan officers do is
I close on time, I answer the phone,

1130
01:05:44,973 –> 01:05:48,912
I have good rates, I have access to
500 lenders, whatever it is that your

1131
01:05:48,962 –> 01:05:52,628
value prop is. So yes, do all those
things, be great, be a good loan

1132
01:05:52,678 –> 01:05:56,562
officer, but also bring value that’s
different to everybody else, right?

1133
01:05:56,612 –> 01:05:59,950
So that’s, that’s big. Um, and
then, and then get efficient is

1134
01:06:00,000 –> 01:06:02,293
use AI to be more efficient,
to save time, right?

1135
01:06:02,343 –> 01:06:05,448
So we wanna teach you how to save
time and also how to make money.

1136
01:06:05,498 –> 01:06:07,408
Those are the two main principles, right?

1137
01:06:07,458 –> 01:06:09,655
How do you save time and
how do you make money?

1138
01:06:09,705 –> 01:06:12,524
And those are sort of the avenues
that we, we do it through.

1139
01:06:12,574 –> 01:06:16,109
Well, interesting too is, is people
are always like, “Well, I came to this,

1140
01:06:16,159 –> 01:06:19,695
I came to this to get leads.” I’m like,
“Everything we do is to get you, is

1141
01:06:19,745 –> 01:06:23,233
to gen- generate you leads. Everything.”
Like, like you, there’s no, like,

1142
01:06:23,283 –> 01:06:26,723
secret sauce. There’s no secret button
inside of ChatGPT that, like, pops

1143
01:06:26,773 –> 01:06:30,356
out leads. Do you know what, do you know
what it takes to get recommended by

1144
01:06:30,406 –> 01:06:30,739
ChatGPT?

1145
01:06:30,789 –> 01:06:34,085
You need to have a good website. You
need to have good content that is

1146
01:06:34,135 –> 01:06:37,671
personal to you, and yes, AI makes it
easier to do that, but you still have

1147
01:06:37,721 –> 01:06:41,305
to take the time to understand it, to
understand the principles, to use your

1148
01:06:41,355 –> 01:06:44,842
own personality, to build blogs, to
get Google Business Profile optimized,

1149
01:06:44,892 –> 01:06:45,560
to get reviews.

1150
01:06:45,610 –> 01:06:48,811
Like, all of those things is what
it takes to get seen inside of AI.

1151
01:06:48,861 –> 01:06:52,444
There’s no magical button. I remember
someone said, “Oh yeah, I’m going into

1152
01:06:52,494 –> 01:06:55,838
ChatGPT and putting, I’m just putting
all my information into ChatGPT.”

1153
01:06:55,888 –> 01:06:59,472
I’m like, “Dude, that’s not how you get
referred by ChatGPT, by just putting

1154
01:06:59,522 –> 01:06:59,950
stuff into

1155
01:07:00,000 –> 01:07:00,267
chat.”

1156
01:07:00,317 –> 01:07:04,066
Like, you have, you have to be a, you
have to c- show up as an authority

1157
01:07:04,116 –> 01:07:08,077
outside of chat, right? Your social
presence, and I do think social presence

1158
01:07:08,127 –> 01:07:11,982
now is a big, big element there. So,
so yeah, I mean, I would, I would say

1159
01:07:12,032 –> 01:07:15,939
there’s, there’s… That’s basically
what we do, is, like, we teach you how

1160
01:07:15,989 –> 01:07:19,950
to get leads or how to be more efficient,
and almost everything we do is, is

1161
01:07:20,000 –> 01:07:21,164
about generating leads.

1162
01:07:21,214 –> 01:07:23,486
Using marketing- How
does somebody find you?

1163
01:07:23,536 –> 01:07:27,496
How, if somebody wants to be a part of
that community, how do they find you?

1164
01:07:27,546 –> 01:07:30,082
I mean, we have a website,
directauthorityai.com.

1165
01:07:30,132 –> 01:07:32,404
Uh, I post content on
Facebook all the time.

1166
01:07:32,454 –> 01:07:35,517
I’m trying to post on LinkedIn.
Uh, facebook.com/lshankula.

1167
01:07:35,567 –> 01:07:39,317
I’m the only Luke Shankula out there,
so, uh, you can find me on all the

1168
01:07:39,367 –> 01:07:39,844
platforms.

1169
01:07:39,894 –> 01:07:43,802
But right now, Facebook’s my, my primary,
and I do a little bit on LinkedIn

1170
01:07:43,852 –> 01:07:46,071
and trying to do other
ones. So yeah, yeah.

1171
01:07:46,121 –> 01:07:49,185
I’m gonna, I’m gonna move this
over to the lightning round.

1172
01:07:49,235 –> 01:07:52,773
All right. And some of it is more
geared towards, you know, mortgage

1173
01:07:52,823 –> 01:07:56,520
advisors, but I’m gonna try and alter
it a little bit or we’ll just get

1174
01:07:56,570 –> 01:07:59,581
through some of those that
don’t make, that don’t pertain.

1175
01:07:59,631 –> 01:07:59,950
Um, but

1176
01:08:00,000 –> 01:08:04,210
some of these are still interesting.
So what’s your first move of your

1177
01:08:04,260 –> 01:08:08,652
workday? Jeez. This is a hard one,
man. Um, what’s funny is that, like, a

1178
01:08:08,702 –> 01:08:13,094
lot of times I’m already, like… And
I probably shouldn’t be doing this,

1179
01:08:13,144 –> 01:08:17,658
but I’m already doing stuff on my phone,
like, because I, I, I have Claude,

1180
01:08:17,708 –> 01:08:22,283
and so, like, a lot of times I’ll be
working till, like, 10, 11 o’clock just

1181
01:08:22,333 –> 01:08:26,786
laying in bed doing stuff in Claude
and doing stuff in chat, and then I’ll

1182
01:08:26,836 –> 01:08:29,037
wake up and I’ll just start checking.

1183
01:08:29,087 –> 01:08:31,532
I really, really shouldn’t be doing that.

1184
01:08:31,582 –> 01:08:35,853
I should be, you know, planning stuff.
But I do have, I do have a plan.

1185
01:08:35,903 –> 01:08:40,234
Um, so I have a, a virtual assistant,
uh, which is a, my Avery, my Avery

1186
01:08:40,284 –> 01:08:44,676
bot, my, my OpenClaude. Uh, I built
her as my executive assistant, and so

1187
01:08:44,726 –> 01:08:49,301
every day at 9:00, 9:00 a.m. Pacific,
she’ll ask me, “Hey, what is the, what

1188
01:08:49,351 –> 01:08:50,701
is the plan for today?”

1189
01:08:50,751 –> 01:08:55,021
Right? A lot of people talk about
doing, uh, using AI to do these daily

1190
01:08:55,071 –> 01:08:58,246
briefs, and I was like, “I
do not want a daily brief.

1191
01:08:58,296 –> 01:08:59,950
I do not want you to give me

1192
01:09:00,000 –> 01:09:03,754
a massive list of stuff that I’m going
to ignore, that I’m never gonna look

1193
01:09:03,804 –> 01:09:06,239
at because I’m ADHD. I
will just get overwhelmed.

1194
01:09:06,289 –> 01:09:10,043
Please do not do that.” So there will
be certain tasks, two or three tasks,

1195
01:09:10,093 –> 01:09:13,898
that maybe I’m going to accomplish or
things that I’ve said, “Hey, these are

1196
01:09:13,948 –> 01:09:14,405
my tasks.”

1197
01:09:14,455 –> 01:09:18,158
I give her the task. At 4:00 every day
she’s gonna check in and say, “Hey,

1198
01:09:18,208 –> 01:09:21,404
how did those things move? Did
you, did you finish those tasks?”

1199
01:09:21,454 –> 01:09:24,954
Throughout the day, you know, if
someone needs something, it’ll, it’ll

1200
01:09:25,004 –> 01:09:28,505
notify me. So if I, if someone sends
me something in Slack or I get an

1201
01:09:28,555 –> 01:09:32,156
email, it’ll notify me and say, “Hey,
this is an, uh, an important thing

1202
01:09:32,206 –> 01:09:35,707
that you should probably get back
to,” uh, or, you know, move forward.

1203
01:09:35,757 –> 01:09:39,409
So the, really the first thing I do
a lot of times is kind of think about

1204
01:09:39,459 –> 01:09:41,641
what is the thing that
I’m gonna accomplish.

1205
01:09:41,691 –> 01:09:45,445
Uh, a buddy of mine wrote a book called
Boring Wins, and I use that as sort

1206
01:09:45,495 –> 01:09:48,031
of the foundation for how
I, I try to plan my days.

1207
01:09:48,081 –> 01:09:51,835
Um, I’m a little, a little ADHD, uh,
so it’s sometimes, it’s sometimes hard

1208
01:09:51,885 –> 01:09:52,697
to follow a plan.

1209
01:09:52,747 –> 01:09:56,501
But, um, you know, one of the things
he talks about in that book is like, a

1210
01:09:56,551 –> 01:09:58,631
lot of times we try to do too much, right?

1211
01:09:58,681 –> 01:09:59,950
We try to do too many, too

1212
01:10:00,000 –> 01:10:04,278
many tasks, and so I basically took
his book manuscript and put it in and

1213
01:10:04,328 –> 01:10:07,895
said, “Hey, this is the style.
This is what I want you to do.

1214
01:10:07,945 –> 01:10:12,163
Help me come up with a boring plan
for the week,” which is basically you

1215
01:10:12,213 –> 01:10:15,187
don’t do more than one to
three things, big things.

1216
01:10:15,237 –> 01:10:19,515
Now, obviously there’s little things
that happen during the week as well,

1217
01:10:19,565 –> 01:10:22,717
but one to three things during
the week and that’s it.

1218
01:10:22,767 –> 01:10:26,808
Yeah. That’s awesome. Okay, and
then, uh, when you’re reaching out to

1219
01:10:26,858 –> 01:10:30,187
clients, do you call, text,
or DM? Uh, probably not call.

1220
01:10:30,237 –> 01:10:34,219
Um, text or DM depends on, you know,
if we– A lot of times it’s DM.

1221
01:10:34,269 –> 01:10:38,488
I, I would say a lot is DM. Um, text
message if I’m, you know, if I have

1222
01:10:38,538 –> 01:10:42,223
their phone number. Uh, but yeah,
text or DM is gonna be 99.9%.

1223
01:10:42,273 –> 01:10:45,780
And obviously I’ll get on calls.
I, I don’t– I prefer Zoom.

1224
01:10:45,830 –> 01:10:49,515
I’ll do Zoom all day. I, I do
not prefer phone calls that much.

1225
01:10:49,565 –> 01:10:53,903
I mean, I’ll do them, but I prefer
Zoom. I, I’m like, if we’re gonna talk,

1226
01:10:53,953 –> 01:10:56,215
we might as well be on camera together.

1227
01:10:56,265 –> 01:10:59,950
Yeah. It actually– So I, I prefer
it ’cause it makes me focus.

1228
01:11:00,000 –> 01:11:04,304
Agreed. Agreed. Right? Like, I need
it, otherwise I’m gonna be doing

1229
01:11:04,354 –> 01:11:07,122
something else and
somebody’s watching. Yes.

1230
01:11:07,172 –> 01:11:11,796
Yeah. Yeah, 100%, exactly. And, and
best money you’ve spent under $500 on

1231
01:11:11,846 –> 01:11:13,461
your business? Oh, man. Uh

1232
01:11:13,511 –> 01:11:18,200
I don’t know if I said this last time,
but, uh, I, I still- Whisperflow is

1233
01:11:18,250 –> 01:11:22,426
still the freaking bomb. Um,
Whisperflow has, has changed my life.

1234
01:11:22,476 –> 01:11:25,692
Uh, it’s just been, made
everything so much easier.

1235
01:11:25,742 –> 01:11:29,854
I can’t say Claude now because I
spend 200 bucks a month on that.

1236
01:11:29,904 –> 01:11:32,479
ChatGPT, I spent 200 bucks a month on it.

1237
01:11:32,529 –> 01:11:34,657
So, uh, those don’t count anymore.

1238
01:11:34,707 –> 01:11:39,331
Maybe when I was paying 20 bucks it
did, but Whisperflow, man, it’s, it’s

1239
01:11:39,381 –> 01:11:43,813
gotta be. Yeah. For those of you that
don’t know, it, it, it is a game

1240
01:11:43,863 –> 01:11:48,232
changer. So just my- me personally,
um, I had surgery on, on my elbow

1241
01:11:48,282 –> 01:11:52,906
because my tendonitis was so bad and
I just couldn’t type anymore, right?

1242
01:11:52,956 –> 01:11:56,812
But all I did was type all day
long, and, and surgery helped.

1243
01:11:56,862 –> 01:11:59,950
I was fine for like five
years, and then all of a

1244
01:12:00,000 –> 01:12:02,723
sudden it came back and,
and I’ve just been dying.

1245
01:12:02,773 –> 01:12:06,937
This was a little over a year ago, but
I’ve been on Whisperflow for a little

1246
01:12:06,987 –> 01:12:09,821
over a year now, and I, I
maybe type 20 words a day.

1247
01:12:09,871 –> 01:12:12,815
That’s it. Push a button,
talk, and it’s game changer.

1248
01:12:12,865 –> 01:12:16,974
So Whisperflow, for everybody that
doesn’t have it, is probably the biggest

1249
01:12:17,024 –> 01:12:19,303
game changer, I think, in the whole thing.

1250
01:12:19,353 –> 01:12:23,351
I, I walk on my treadmill all day,
so, um, not, not right now, obviously,

1251
01:12:23,401 –> 01:12:27,066
but I walk on my treadmill, so I
j- I can’t type while I’m walking.

1252
01:12:27,116 –> 01:12:29,950
So yeah, it’s been, it’s
been a game changer for me.

1253
01:12:30,000 –> 01:12:33,111
I thought, I thought I was
gonna use it more on my phone.

1254
01:12:33,161 –> 01:12:35,495
I use it way more on
my computer. I do too.

1255
01:12:35,545 –> 01:12:39,432
I, I still struggle on my phone a
little bit to use it ’cause I have to

1256
01:12:39,482 –> 01:12:40,985
switch keyboards, and- Right

1257
01:12:41,035 –> 01:12:44,867
I just don’t like it as much. Um,
but- That’s why you need an Android.

1258
01:12:44,917 –> 01:12:47,473
It’s great on an Android.
It does… All right.

1259
01:12:47,523 –> 01:12:49,747
Well, let’s move on to the next question.

1260
01:12:49,797 –> 01:12:53,351
Don’t think I can do that either.
Okay. This, this one’s gonna be

1261
01:12:53,401 –> 01:12:55,902
interesting because of,
of what you do, right?

1262
01:12:55,952 –> 01:12:59,950
Again, it’s meant for mortgage advisors,
but who do you steal ideas from?

1263
01:13:00,000 –> 01:13:02,556
Oh, man. Um, truth? I
steal ideas from everyone.

1264
01:13:02,606 –> 01:13:05,814
Um, if I, if I was a… I mean,
so here’s, here’s the thing.

1265
01:13:05,864 –> 01:13:09,778
What I n- what I have noticed about
the top performers in the industry is

1266
01:13:09,828 –> 01:13:12,384
they tend to steal from
outside of the industry.

1267
01:13:12,434 –> 01:13:16,294
What I find is a lot of the mid, mid
to low tier of loan officers, and I

1268
01:13:16,344 –> 01:13:20,203
just mean from a production perspective,
not that you’re like mid to low

1269
01:13:20,253 –> 01:13:24,221
tier, but like, you know, the, from a
production perspective, they tend to

1270
01:13:24,271 –> 01:13:28,348
look inside the industry, and the people
at the top tend to look outside the

1271
01:13:28,398 –> 01:13:28,837
industry.

1272
01:13:28,887 –> 01:13:32,529
So what that tells you, I, I don’t
know. Um, I’m not saying that the

1273
01:13:32,579 –> 01:13:36,276
mortgage industry doesn’t have things
to learn, um, from the mortgage

1274
01:13:36,326 –> 01:13:40,294
industry. Uh, I just, it’s just
interesting to- Who, who are your favorite

1275
01:13:40,344 –> 01:13:42,900
people? Inside the mortgage
industry or outside?

1276
01:13:42,950 –> 01:13:45,561
No, the b- the just, who
do you steal ideas from?

1277
01:13:45,611 –> 01:13:48,167
See, your ADHD, like, took
you all over the map.

1278
01:13:48,217 –> 01:13:50,502
I just asked you one
question. Yeah. Sorry.

1279
01:13:50,552 –> 01:13:54,249
Sorry. Uh, who do I, who do I steal,
who do I steal information from?

1280
01:13:54,299 –> 01:13:58,158
It’s hard. I mean, I watch a lot of
YouTube videos, so I’m stealing, uh,

1281
01:13:58,208 –> 01:13:59,950
information off of YouTube. Um, I

1282
01:14:00,000 –> 01:14:05,208
have several people that are, like,
in the marketing world that I’m, that

1283
01:14:05,258 –> 01:14:07,009
I’m looking at every day.

1284
01:14:07,059 –> 01:14:11,907
Uh, I have people on my team that
are showing me stuff all the time.

1285
01:14:11,957 –> 01:14:15,580
Um- All right. Let’s ski-
let’s skip this question.

1286
01:14:15,630 –> 01:14:18,677
Sorry. Specific person.
Okay. I don’t know.

1287
01:14:18,727 –> 01:14:21,919
I don’t have a specific
person, to be honest.

1288
01:14:21,969 –> 01:14:24,872
Okay. Fair enough. Coulda just said that.

1289
01:14:24,922 –> 01:14:30,274
Yeah. Sorry. Sorry. No, no, it’s okay.
Okay, so something you say no to now

1290
01:14:30,324 –> 01:14:32,795
that you used to say yes to before.

1291
01:14:32,845 –> 01:14:35,964
Um, random, random calls
with random people.

1292
01:14:36,014 –> 01:14:39,206
Um, I do, I do find that
I say no a lot more.

1293
01:14:39,256 –> 01:14:43,239
Um- Got to be scheduled, right?
Like otherwise- Yeah …

1294
01:14:43,289 –> 01:14:46,192
just gonna, yeah. Yeah. Eats up your day.

1295
01:14:46,242 –> 01:14:51,307
When people are like- People are
like- People are like, “Just call me.”

1296
01:14:51,357 –> 01:14:56,493
I’m like, “How do you do that?” Yeah.
Um, if you could do one thing over

1297
01:14:56,543 –> 01:14:59,230
again, what would it be business-wise?

1298
01:14:59,280 –> 01:14:59,950
Um. ‘Cause

1299
01:15:00,000 –> 01:15:04,389
only somebody stupid would say
I’d marry a different person.

1300
01:15:04,439 –> 01:15:08,088
No, I would not do that
because my wife’s a saint.

1301
01:15:08,138 –> 01:15:12,971
Um- Yeah, business-wise, what’s
one thing you would do over again?

1302
01:15:13,021 –> 01:15:18,446
I, I think the, the big thing is the
sunk cost fallacy, um, holding on for

1303
01:15:18,496 –> 01:15:21,997
longer to ideas, people,
um, projects, products.

1304
01:15:22,047 –> 01:15:27,398
I, I think that’s the biggest thing
is, is, is not believing that because

1305
01:15:27,448 –> 01:15:32,798
I’ve done something for a certain
amount of time that I just need to keep

1306
01:15:32,848 –> 01:15:38,051
going because I’ve, I’ve already done
it, and if I go somewhere else…

1307
01:15:38,101 –> 01:15:43,526
I think that’s the biggest thing is,
is, you know, learn to, learn to give

1308
01:15:43,576 –> 01:15:48,927
up on… Not give up. Like, obviously
you need to be resilient, but learn

1309
01:15:48,977 –> 01:15:54,253
to, to, to cut things a little earlier.
People, things, every- you know,

1310
01:15:54,303 –> 01:15:59,506
just it’s a lot of things. What, what
works that almost nobody’s doing?

1311
01:15:59,556 –> 01:15:59,950
In the

1312
01:16:00,000 –> 01:16:04,056
mortgage industry, I think YouTube
long-form content Is, is working for the

1313
01:16:04,106 –> 01:16:08,216
people that are doing it consistently
Yeah, it’s working for me And I, I, I,

1314
01:16:08,266 –> 01:16:11,830
I think, I think- It took, it took
a year though That’s the thing.

1315
01:16:11,880 –> 01:16:14,074
I mean, that’s, that’s the thing about…

1316
01:16:14,124 –> 01:16:16,647
And I think s- same thing
is with social media.

1317
01:16:16,697 –> 01:16:20,808
Um, I think there’s some people that
are doing it well, but I would say most

1318
01:16:20,858 –> 01:16:23,271
are still highly, highly
dependent on agents.

1319
01:16:23,321 –> 01:16:27,158
So I would say, you know, the, the…
For, for me, it’s the traditional

1320
01:16:27,208 –> 01:16:31,154
marketing. Like, that’s how I’ve built
my whole business is off of social

1321
01:16:31,204 –> 01:16:35,151
media. Uh, but for most people, I
think it’s, it’s, you know, I would say

1322
01:16:35,201 –> 01:16:37,778
YouTube long form because
it’s the, the hardest.

1323
01:16:37,828 –> 01:16:41,446
I think it’s the hardest to get
into consistently and actually gain

1324
01:16:41,496 –> 01:16:45,443
traction, but it’s also once you get
it working, it’s, it’s the, the best

1325
01:16:45,493 –> 01:16:49,494
lever, I think. I mean, from everything
that I’ve heard from loan officers

1326
01:16:49,544 –> 01:16:53,545
and everything that I’ve seen, it’s
just like the, the best leads, um, you

1327
01:16:53,595 –> 01:16:55,789
know, versus, versus short form dopamine.

1328
01:16:55,839 –> 01:16:59,676
And, and what do mortgage advisors
do that they think is working but is

1329
01:16:59,726 –> 01:16:59,950
total

1330
01:17:00,000 –> 01:17:04,521
trash? Uh, posting about their
flyers and business all the time

1331
01:17:04,571 –> 01:17:08,729
I mean, it’s fine to do it
sometimes, but yeah, not, uh…

1332
01:17:08,779 –> 01:17:14,098
I think people think that by talking
about business they get business and,

1333
01:17:14,148 –> 01:17:18,233
you know, a lot of times it’s
not what attracts business.

1334
01:17:18,283 –> 01:17:23,602
Yeah. I’m gonna skip through some of
these other ones ’cause they’re very,

1335
01:17:23,652 –> 01:17:28,100
like, lone officer facing, but,
uh, what’s your favorite book?

1336
01:17:28,150 –> 01:17:33,614
So what I answered, when I answered this
was, um, ’cause I think last time I

1337
01:17:33,664 –> 01:17:39,055
said Psycho-Cybernetics. I will say my
favorite other book outside of that,

1338
01:17:39,105 –> 01:17:42,828
uh, is biographies and, and
Shoe Dog was my, my top.

1339
01:17:42,878 –> 01:17:45,802
Um, I think that was one of my favorites.

1340
01:17:45,852 –> 01:17:51,099
Uh, there’s a few other ones I think
I put down there, like, um, uh, Mark

1341
01:17:51,149 –> 01:17:55,597
Randolph, That’ll Never Work,
uh, Little Black Stretchy Pants.

1342
01:17:55,647 –> 01:17:59,950
What I like about those biographies
is that you realize that

1343
01:18:00,000 –> 01:18:03,379
entrepreneurship sucks and it’s
hard, and, and some of the, the, the

1344
01:18:03,429 –> 01:18:07,059
biggest, you know, success stories
also had some of the biggest failures.

1345
01:18:07,109 –> 01:18:09,883
So it’s just kinda nice. It’s
like misery loves company.

1346
01:18:09,933 –> 01:18:13,664
It’s like, oh, okay. All right, these
guys failed and failed and failed and

1347
01:18:13,714 –> 01:18:15,984
failed and failed, and
still ended up winning.

1348
01:18:16,034 –> 01:18:19,816
So, uh, you know, it’s okay. Keep going.
And, and what’s, and what’s the one

1349
01:18:19,866 –> 01:18:22,841
thing they all have in common?
They just don’t give up, man.

1350
01:18:22,891 –> 01:18:25,110
They, they, they don’t
give up. That’s right.

1351
01:18:25,160 –> 01:18:28,891
It’s just resilience, man. It’s just
like they get punched in the face over

1352
01:18:28,941 –> 01:18:32,572
and over and over again. You… Like,
sometimes I’m like, “Man, I’ve been

1353
01:18:32,622 –> 01:18:33,479
freaking screwed.”

1354
01:18:33,529 –> 01:18:37,311
And then I, like, look at these guys,
I’m like, oh, these guys lost billions

1355
01:18:37,361 –> 01:18:40,538
of dollars. They had bad deals.
They, you know, got stolen from.

1356
01:18:40,588 –> 01:18:44,370
I’m like, okay. Well, you know what? I
guess we all have our own stories and

1357
01:18:44,420 –> 01:18:46,740
our own paths and, uh,
you know, it makes it…

1358
01:18:46,790 –> 01:18:49,110
It’s interesting. It’s
just interesting to see.

1359
01:18:49,160 –> 01:18:50,168
Shoe Dog was so good.

1360
01:18:50,218 –> 01:18:53,900
And in a- So, so- I look at how big
Nike is, and I, and I look back when I

1361
01:18:53,950 –> 01:18:57,126
read the book, and I was like,
man, what that dude went through.

1362
01:18:57,176 –> 01:18:59,950
Like, my gosh. It almost didn’t
exist how many different

1363
01:19:00,000 –> 01:19:02,572
times, you know? That
was, that was such…

1364
01:19:02,622 –> 01:19:05,194
When I read that book
I was like, I want…

1365
01:19:05,244 –> 01:19:09,584
I just wanted to read biographies,
and then I read a couple more and I’m

1366
01:19:09,634 –> 01:19:11,596
like, okay, these are nice, good.

1367
01:19:11,646 –> 01:19:15,987
But, uh, the, the same thing with the,
the Mark Randolph That Will Never

1368
01:19:16,037 –> 01:19:20,560
Work book was so good, too. Like, he
just talks about it and he’s like, you

1369
01:19:20,610 –> 01:19:25,072
know, it’s… But the Shoe Dog one was,
he just did a such a great job of,

1370
01:19:25,122 –> 01:19:29,706
of writing it and tell- I mean, telling
the story of how he freaking grinded

1371
01:19:29,756 –> 01:19:33,913
it out and was in China in the, what
was this, the seven- 60s, 70s or

1372
01:19:33,963 –> 01:19:34,462
whatever.

1373
01:19:34,512 –> 01:19:38,852
Like, it’s just insane. Mm-hmm. Um,
what’s your, what’s your e- personal

1374
01:19:38,902 –> 01:19:39,218
ethos?

1375
01:19:39,268 –> 01:19:43,730
Um, I I believe in, in, in giving, uh,
massive value and doing r- r- right

1376
01:19:43,780 –> 01:19:47,877
by people. One of the f- one of the
hardest things for me as a, as a

1377
01:19:47,927 –> 01:19:52,206
marketer is over-hyping. Um, you
know, a lot of times in marketing it’s

1378
01:19:52,256 –> 01:19:56,535
like, “Oh, yeah, you know, only X
percentage of people are going to get

1379
01:19:56,585 –> 01:19:59,950
results from what you do,”
and, and to me that, like, it

1380
01:20:00,000 –> 01:20:01,775
just has never sat well with me.

1381
01:20:01,825 –> 01:20:05,939
Maybe that’s my missionary kid background
saving the world, but, um, I’ve

1382
01:20:05,989 –> 01:20:09,304
never wanted to, uh, to, to be
that, like, super over-hype.

1383
01:20:09,354 –> 01:20:12,440
Like, “Hey, here’s what it’s
like. Here’s the reality.”

1384
01:20:12,490 –> 01:20:16,490
Um, you know, it’s not super eloquent,
but I just, uh, I’m a, I’m a big

1385
01:20:16,540 –> 01:20:20,539
believer in just, just giving. Just
giving, just giving in the end, and

1386
01:20:20,589 –> 01:20:22,821
telling the, and telling the real truth.

1387
01:20:22,871 –> 01:20:27,041
Sometimes I, you know, to my detriment,
but at the same time, like, I also

1388
01:20:27,091 –> 01:20:31,148
feel like, hey, if, uh, if you’re
looking for the sizzle like, you know,

1389
01:20:31,198 –> 01:20:35,368
there’s people out there that are gonna
lie to you that there’s three ways

1390
01:20:35,418 –> 01:20:39,646
to get business, or there’s, “Hey, you
know, if you just do more short-form

1391
01:20:39,696 –> 01:20:42,326
video, you’re gonna do
$60 million like I did.”

1392
01:20:42,376 –> 01:20:46,547
Um, you know, when we all know that
maybe 10 million of that came from it.

1393
01:20:46,597 –> 01:20:50,653
We, we already talked about it, and
authentic I think is, is such a good

1394
01:20:50,703 –> 01:20:54,703
word. And I think we’re gonna be more
onto that over the years to come.

1395
01:20:54,753 –> 01:20:58,923
Uh, if you can’t be authentic, you’re
just gonna get lost in, in the mess.

1396
01:20:58,973 –> 01:20:59,950
Anyways, dude, um,

1397
01:21:00,000 –> 01:21:03,826
the last question I always ask
everybody, but I’m not even gonna bother

1398
01:21:03,876 –> 01:21:04,427
asking you.

1399
01:21:04,477 –> 01:21:08,248
It’s the million-dollar drop, and
it’s the one where if I drop you off

1400
01:21:08,298 –> 01:21:11,633
somewhere in the United States,
but we’re gonna skip that one.

1401
01:21:11,683 –> 01:21:13,981
You don’t do loans
anymore. You don’t care.

1402
01:21:14,031 –> 01:21:16,874
Well- You wanna help everybody
else do loans, though.

1403
01:21:16,924 –> 01:21:20,969
Well, we just, uh, funny enough, we
just actually announced, um, I opened a

1404
01:21:21,019 –> 01:21:24,627
branch as of yesterday with, uh,
part- partnered with a mortgage, a

1405
01:21:24,677 –> 01:21:26,101
mortgage, uh, loan officer.

1406
01:21:26,151 –> 01:21:28,885
Um, so yeah, I mean, we
have a, we have a strategy.

1407
01:21:28,935 –> 01:21:31,233
Should I, should I,
should I talk about it?

1408
01:21:31,283 –> 01:21:35,055
All right, well, I mean, I’ll say
this. Like, I mean, what, one of the

1409
01:21:35,105 –> 01:21:38,985
reasons I said YouTube is, uh, that’s
what, that’s one of the things I’m

1410
01:21:39,035 –> 01:21:43,080
gonna do. I have 24 videos, uh, planned
before now and the end of the year.

1411
01:21:43,130 –> 01:21:46,356
Um, so we’re gonna be doing two
a week for the next 90 days.

1412
01:21:46,406 –> 01:21:50,123
We’re gonna do webinars, two agents.
Uh, we got a lot of other things

1413
01:21:50,173 –> 01:21:53,945
planned, but, uh, you know, just
basically doing what I’ve, I’ve told,

1414
01:21:53,995 –> 01:21:57,985
social media plus YouTube plus, uh,
webinars, and then just, you know, the

1415
01:21:58,035 –> 01:21:59,950
traditional go grind it out and, and

1416
01:22:00,000 –> 01:22:04,599
reach out. But the biggest thing that,
uh, you know, as we were starting to

1417
01:22:04,649 –> 01:22:08,256
think about building this, this
team was what is our offer?

1418
01:22:08,306 –> 01:22:12,967
What is the thing that we do? How do
we, how do we support both clients and,

1419
01:22:13,017 –> 01:22:17,553
uh, real estate agents? And obviously
to start, our big client is gonna be

1420
01:22:17,603 –> 01:22:22,078
real estate agents. So how do we show
up and do the things that everybody

1421
01:22:22,128 –> 01:22:26,169
else says they do, but, but be able
to present it in a way, right?

1422
01:22:26,219 –> 01:22:30,508
So we talk about care, cultivate,
close is our, our three sort of like

1423
01:22:30,558 –> 01:22:31,871
pillars of what we do.

1424
01:22:31,921 –> 01:22:36,458
Um, and so it’s, it’s all about how
we, we create a, a remarkable process,

1425
01:22:36,508 –> 01:22:40,983
um, how we, uh- help them nurture
those, and then we also help them grow,

1426
01:22:41,033 –> 01:22:44,702
right? Uh, at the end of the
day is close more deals, right?

1427
01:22:44,752 –> 01:22:49,227
If we can help you bring more deals
to you, um, that is, uh, sort of the,

1428
01:22:49,277 –> 01:22:53,876
the infrastructure. I think so many
times people don’t know what it is that

1429
01:22:53,926 –> 01:22:56,355
they do for their, their agent partners.

1430
01:22:56,405 –> 01:22:59,950
And so that to me was the
biggest thing is like, how do we

1431
01:23:00,000 –> 01:23:03,544
become clear on exactly how we
help both agents and consumers?

1432
01:23:03,594 –> 01:23:07,950
And I’m also, uh, of the belief that
I’ve worked with mor- loan officers for

1433
01:23:08,000 –> 01:23:09,341
a long time. Most people

1434
01:23:09,391 –> 01:23:12,182
I won’t say discriminate,
but they, they treat…

1435
01:23:12,232 –> 01:23:16,356
They’re tone deaf. Let’s just call it
tone deaf is a better word for it.

1436
01:23:16,406 –> 01:23:20,704
They’re tone deaf when it comes to,
like, they see their world of the 3% of

1437
01:23:20,754 –> 01:23:24,936
the world that can qualify to buy a
home right now, and that’s the world.

1438
01:23:24,986 –> 01:23:29,051
That’s the entire world. And so I
saw someone the other day make a post

1439
01:23:29,101 –> 01:23:32,646
about, “Oh man, October brings
all the bad credit people out.”

1440
01:23:32,696 –> 01:23:36,762
Like, who are you making that post
for? Like, where, where do you think

1441
01:23:36,812 –> 01:23:40,936
that’s attractive to a consumer? Like,
I don’t understand why that would

1442
01:23:40,986 –> 01:23:45,225
ever come out of your freaking mouth.
These are humans that have a, a want

1443
01:23:45,275 –> 01:23:48,993
to buy a house, and you’re just
gonna basically make fun of them.

1444
01:23:49,043 –> 01:23:50,385
Like, I don’t know, man.

1445
01:23:50,435 –> 01:23:54,385
To me, to me, it’s a little bit
disgusting, um, some of the ways that

1446
01:23:54,435 –> 01:23:58,559
consumers are talked about. You know,
as someone who’s done lead gen for

1447
01:23:58,609 –> 01:23:59,950
loan officers for years,

1448
01:24:00,000 –> 01:24:03,067
“These are garbage. These are,
these are bad leads, man.

1449
01:24:03,117 –> 01:24:06,740
They have bad credit.” I’m like,
you know these are humans, right?

1450
01:24:06,790 –> 01:24:10,859
Like, these aren’t, like, this isn’t
just, like, some, like, these are the

1451
01:24:10,909 –> 01:24:14,700
actual humans that are, that want
the thing that you’re trying to do.

1452
01:24:14,750 –> 01:24:18,262
So anyway. I, I got, I gotta ask,
who did you end up going with?

1453
01:24:18,312 –> 01:24:22,158
Which, uh, which company? Uh, we’re
with Em- Empire Financial for now.

1454
01:24:22,208 –> 01:24:26,165
Okay. All right. Yeah, yeah. Well, I
love the word for now, because, you

1455
01:24:26,215 –> 01:24:29,393
know, I, I gotta, I gotta tell
you, there is a better one.

1456
01:24:29,443 –> 01:24:32,065
Oh, yeah? Yeah. And I’m
just saying, here it is.

1457
01:24:32,115 –> 01:24:33,178
Ethos Lending, baby.

1458
01:24:33,228 –> 01:24:36,295
Uh-huh, uh-huh. When something
goes wrong, come on over.

1459
01:24:36,345 –> 01:24:40,191
All right. Listen, I want to thank
you so much for joining me again in

1460
01:24:40,241 –> 01:24:44,254
season two, and all the great content.
Um, and just h- honestly, all the,

1461
01:24:44,304 –> 01:24:48,095
the, the good stuff that you put
out there all the time, because that

1462
01:24:48,145 –> 01:24:52,269
question I asked about wh- where do
you steal, who do you steal stuff from?

1463
01:24:52,319 –> 01:24:56,388
Uh, you’re one of the guys that I think
everybody should be stealing stuff

1464
01:24:56,438 –> 01:24:59,950
from. You, you put good stuff out
there. I, I actually take more

1465
01:25:00,000 –> 01:25:03,178
screenshots, um, of your stuff
than I do anybody else’s.

1466
01:25:03,228 –> 01:25:06,751
Let’s go. So I can remember it
and try and do something later.

1467
01:25:06,801 –> 01:25:09,806
Let’s go. Uh, it’s good
stuff, so keep, keep that up.

1468
01:25:09,856 –> 01:25:12,342
And for everybody
listening Sure. Thank you.

1469
01:25:12,392 –> 01:25:16,665
Thank you so much because, um, we talked
about at the very beginning, like,

1470
01:25:16,715 –> 01:25:20,238
we crossed over that 100,000
mark, um, every, every month now.

1471
01:25:20,288 –> 01:25:24,388
Um, we’re exploding. YouTube’s starting
to explode, too, but the podcast

1472
01:25:24,438 –> 01:25:28,538
itself, the long form, is amazing.
Um, you guys are the ones to do that.

1473
01:25:28,588 –> 01:25:32,111
Thank you. I appreciate it. Please
do me a favor, let me know.

1474
01:25:32,161 –> 01:25:36,434
My, my love language is, um, is words
of affirmation, so, like, let me know

1475
01:25:36,484 –> 01:25:40,296
you enjoy it. Send me a DM. Um,
send me a message however you want.

1476
01:25:40,346 –> 01:25:44,446
I just, I… Like Luke Shankula said,
he’s, he’s the only one out there.

1477
01:25:44,496 –> 01:25:48,596
There’s only one Dino Katsiamesis, so
you can just put Dino the Mortgage

1478
01:25:48,646 –> 01:25:51,823
Guy, Dino the Podcast, Dino
anything, and it’ll come up.

1479
01:25:51,873 –> 01:25:54,820
Dino Ethos Lending is probably
the eth- easiest one.

1480
01:25:54,870 –> 01:25:58,913
And, and let me know. And on social
media, just I’m all over the place.

1481
01:25:58,963 –> 01:25:59,950
But do me a favor,

1482
01:26:00,000 –> 01:26:02,452
go to the website. It’s
dinokatsiamesis.com.

1483
01:26:02,502 –> 01:26:06,716
And again, you can get there any which
way you want by putting in Dino, and

1484
01:26:06,766 –> 01:26:10,354
go to the episode like we just,
that you just heard, and hit the

1485
01:26:10,404 –> 01:26:11,605
downloadable playbook.

1486
01:26:11,655 –> 01:26:15,357
It’s a beautiful playbook. It’s
got step by step everything to do.

1487
01:26:15,407 –> 01:26:19,451
Take action on it because listening
to things all the time is, is great,

1488
01:26:19,501 –> 01:26:23,374
except that it doesn’t do anything
if you don’t actually take action.

1489
01:26:23,424 –> 01:26:25,818
Like, you have to take
action on something.

1490
01:26:25,868 –> 01:26:29,969
Even if you don’t do all of it, take
step one, and that alone will make a

1491
01:26:30,019 –> 01:26:32,527
difference in your
business and in your life.

1492
01:26:32,577 –> 01:26:36,848
So I hope you guys take us up on it. I
hope you guys download it, and I will

1493
01:26:36,898 –> 01:26:38,099
see you guys next time
Ask AI