The BizBros, Content Is Profit

Mark (: 00:03

Hi, welcome back everyone to unlocking your world of creativity. And when we talk about unlocking your world, we've got some keys today, and we've got a couple of guests that are high energy creative guys. And when we talk about your world of creativity, we're going to take a very high level and global view. And then they're also going to talk about their global connections in their journey from another part of the world here to the U S and today we're traveling to Jacksonville, Florida, and we've got Lewis and Fonsi from the biz brooooo’s. And I say that because that's the only way I've ever heard it.

Fonsi (: 00:38

Thank you, Mark. What's up, Mark. Thank you for having a series and honor sharing some of this time with me

Mark (: 00:45

Unlocking your world of creativity with Mark Stinson, copyright 2021. We've created a special offer just for listeners of the podcast. You can get our book, a world of creativity. Paperback is that our special price of five 98 and the Kindle version is only 99 cents. Go to my website, Mark-stinson.com. The book is featured on the homepage. You can click it and go to Amazon. Mark-stinson.com and enjoy the book. Let's just start there. The creative energy is one way to look at it. The creative friction could be another, but you certainly play off each other. How does your creative process work to really capture the ideas between you?

Fonsi (: 01:33

That's a great question. Even though we're brothers, we have, I think we have very different personalities and ways to operate that is for sure. So, you know, mainly I've been trying to work on my operational side and trying to nail down the operational side of things on my brother. He's a dreamer as well, but he's a great operator. Right. And he, you know, he just grabs things and he puts them in place and he makes them work, which is absolutely amazing. Right. So my master plan when we started this whole business thing was, you know, how can I have a job where my brother does everything.

Mark (: 02:13

I had that dream at age 16 as well, but my brother was only 11. They couldn't do much.

Fonsi (: 02:20

Yeah, it is tough, you know, but it's a great question because when we grew up, right, we grew up in Venezuela and it wasn't the same as here in the us in terms of education and the entrepreneurship world. Right? Like back home, we were just okay, we're going to go to school. And then we might follow in our parents' path. Right. And go to college and then figure it out. So we didn't live around this big culture around entrepreneurship, but we didn't know it. We had needs at the moment for, you know, maybe buy some candy, go to the movies with friends, all the fun stuff that you do as a kid that we need money for. And now we're happy that our said no to us on giving us money, because that made us get a little bit creative with ideas. Right. So I think that's when that process of how do we come up with different things in our life to pretty much get what we want out of this. Right.

Luis (: 03:15

I remember a specific episode, you know, going along with what Fonsi is saying, our dad was like, figure it out, right? Like there's a lot of stuff in the house that you guys can do. Right. And, and again, you know, right now I'm 31, Fonsi is 28. So this, this happened a few years back, but I remember wanting my first cell phone. Right. And I think I've told this story maybe once before, but my parents were absolutely not. And I was what, 12, 13? I don't know. I was like one of those break Nokia, so right. And I was like, could you, I need it. I want it. You know, why, why can't I have it? Like all my friends are doing it. Right. And did I figure it out? Right. So one of my ways to do that was I did a whole presentation on why I should have a cell phone. Right. And I sat them down and you know, today that's a, the modern webinar. Right. And it was like, here's the situation on Y you know, this, this situation I can be in that we might need a phone for XYZ. Right. I didn't sell it well enough. I don't feel like I didn't tell enough stories, but that's, you know, that's where our head was starting to figure out these creative ways to solve problems that we saw as problems.

Fonsi (: 04:14

So to circle back to your question, Mark , I think growing up in that environment where we were pretty much challenged in a way to come up with solutions for our own problems. And given that we have this different type of personalities, when we finally decided to take on business and say, okay, let's do something together. I think it was a great match on the way he just blended because of course, yeah, we're brothers, right. But there's plenty of businesses that, you know, brothers can't work together. So I think in a sense, the upbringing and kinda like her story helped us now work together in a, in a better way and be creative, right? Like putting these ideas onto the table. I feel confident now because I know my brother is going to execute and crush it right on me along the way. I'm going to help him out to an execution.

Mark (: 05:02

When we talk about like operations, help us define the business. I mean, there's so many things that you have your fingers into, but there's still a core purpose isn't there.

Luis (: 05:11

Yeah, absolutely. That's also a really good question, which, you know, we've been revisiting that in the last, in the last few weeks, uh, you know, the reason we're going to come close to you and Boise is a stage of that. But basically what we do as a business, as a service, we have an agency side of things where we grab long form content and turn it into a ton of amazing assets for whatever objective organic paid media and what that comes at. So it was basically leveraging your platform. So we offer that as a service for other people inside of that, there's different phases. There are about seven phases that we've been able to develop with, with our team to do that. So that's one part of the business, the other side of the business, it's, you know, we're just talking offline, we just launched our community.

Luis (: 05:48

They content is profit Facebook group, which has been, we've been listening to the audience and now we're trying to figure out like, what's next for the audience side of things, right? So there's element on the community side of things. There's the element of the platform itself, which is a show. Content is profit. So there's some logistics that happen behind that show on how to run it. We do three live interviews every single week. We started in March and we haven't slowed down. In fact, we're even thinking about continuing and creating just solo episodes in days that we don't have interviews. So there's a whole process with a team that runs that immediately. And then the service side of things from customer service all the way there, right? So there's all these processes. And then add the dreamer face or Fonsi. It was like, we should be doing this and XYZ.

Luis (: 06:28

And what are those Lego pieces? Right. We see it as Lego pieces that we can add. And then first we executed, we elevated to where we think we can get it to two as a minimum viable process. And then what we're doing now is plugging into people in that process so they can elevate it. Right? So there's all these different parts. We did not start it there. And by the way, this is offering just one service. Like there's only one specific service that we offer. There's no, like, they're like, Hey, sandals are your options. It's just one service. Right. And the reason it's just one is because a few years back when we first started, the business has evolved as business. We started doing vinyl stickers about five years ago. And then from there, it was a screen printing t-shirts right in the garage, typical story of entrepreneurs, like 90 degree weather in Florida, crazy doing the squeegee thing.

Luis (: 07:13

And then from there, it evolved into a social media marketing agency. We built some funnels for brick and mortars and campaigns, and we diversified the service aspect. But what that cost was a lot of friction with customers, a lot of friction inside of the business, because we couldn't really diving deep into one thing. And we were completely not in, not in sync, not only with each other, but with our clients. Right. And that costs a lot of friction. We didn't know what we didn't know at the time. And then that's when, you know, we hired our first coach. And from there it was like narrow it down to just one thing. And we died very, very deep from there. What happened afterwards is that we've been able to develop the show and then the service on the backend that right now I feel excited, very, very solid.

Luis (: 07:52

There's always things to improve on, but that was kind of like, we started all over the place and when we narrow it down and now what's happening is like that spine. And this was a conversation that we had with Chris DOE was like, once you focus on that spine, either your service or your process, then other opportunities starts to come up out of that. And then we now are able to choose, okay, what is the opportunity? That kind of makes more sense for us as a business or relationship, and then go explore that situation. So, yeah,

Mark (: 08:16

No, I see what you're saying about that health central, well, that central idea or that spine is a good visual. So no matter, Hey, somebody might look at you and say, well, you have 75 things going on. Yes. But we have one thing that we do, you know, we might communicate it or express it in all things.

Fonsi (: 08:34

Absolutely. And you know, market, I think is interesting because I mean, we all know now we live in such a fast paced world that the wheel one sometimes quick results. Right. And was us as a few years back, we just wanted these quick results. And therefore that's why we're offering so many things. And putting our focus is everywhere because we didn't know the value of focus and actually long-term committed action right. Into one specific task, one specific part of the service. So we were just bouncing around. And when that happens, right, if you're not making any substantial progress in any of the activities that you are doing, right. So it is important to actually focus on one. And it actually took us. We were at this event and we're watching someone talk and he draw a circle and he's a whole presentation was about focused.

Fonsi (: 09:22

And he says, guess what? Say I put my business inside of this circle. This circle represents my focus. 100% of my focus is in my business right now. Now let's split it down the middle. And on the other side, we're going to ride family. Now, 50% of my focus is in the business. 50% is in the family. A simple as that just by adding one more thing, your focus red, it's a ready being shared. Now imagine if you put another part of your business in there, another service totally different. Now you're splitting that focus even more, right? So we just start adding all these pieces and that's what we're doing. We're like, what is the piece that is going to give us that quick wind where we're just chasing that quick win. Therefore, our focus was like all over the place and we were making substantial progress in any of those pieces. And when we finally decided to, Hey, let's just work on this thing. That's when it changed. That's when we went from freelancers to actual business owners from Joseph two of us to a team of eight. Right. And it was crazy what focus did for us. Yeah.

Mark (: 10:28

I think so many people can relate to that because you know, we are so busy and you feel, you feel like, well, if we're busy and the wheels are turning, we must be making progress. Well, the wheels could just be stuck in the mud or the wheels could just be skidding on the side, you know, on the road. But I wanted to touch on a couple of things that you said, and first let's just focus in on this content is profit because I know we have so many listeners of this podcast who have been told, you know, content is King. You gotta write content. You gotta fill up your social media feed. You gotta do lives. Get on clubhouse, ding, ding, ding, ding clubhouse. What makes content profitable? Or I guess how does one think about content in the context of profit? Yeah.

Luis (: 11:12

Great question. So that's been an interesting journey for us too, right? And that's why we have the platform, which we figuring out and what we've seen so far in the last year or so that we've implemented and, and being on the show is that for each person that comes in that might mean something different. Right? A lot of people that start on content start with like, okay, I need more eyes. I need more followers. Why, how do we connect the content with actual profit profit for us as a different meaning? Not only on the monetary thing, but time, right? I, we producing content that is actually giving us back the time. For example, we producing content that is leveraging relationships for strategic partnerships. Are we creating content that adds value to my customer, hence the profit comms, right? And the question has been, how do we connect that content that we create, call it, video podcasts, call it YouTube show.

Luis (: 12:02

How do we connect it to the profit on the monetary side of things in between? There might be some different steps depending on who we talking to. And we actually just jumped off a conversation with an incredible company in South America called value, right? They're using crypto to create like a whole economy to stabilize the economy in South America. Incredible mission, incredible thing. Right. I want they're trying to do is they're leveraging their platform for their connections on the backend. Look either for partnerships, investments, for investors in their specific market. While at the same time they're creating and helping their audience understand what these terms are like Krypton on. So on enhance, create a customer journey to their platform, which at the end of the day, it will become their profit. Right? So I think a lot of the conversations that we've had lately with people maybe entering this space has been that we might be so very shortsighted.

Luis (: 12:54

And we've been there. Like if I create these speeds of content, call it an Instagram post, right? Or a Facebook post, very, very attached to what we call the vanity metrics. How many people liked it, how many people engage with it. Right? And then, well, what we realized after we started this show, we changed perspective on that. We were like, let's start the show with a mentality of like, what if, what happens if we try things new? Right? What happens if we try our message? What happens if we put ourselves out there multiple times? Well, there's a lot of changes. I'm foster can attest to this. That happened inside of a straight. We start understanding what we stand for. We start understanding what our company stands for. We've become very comfortable. I sharing that message. Then that message starts to resonate with people all over the place.

Luis (: 13:38

And even though if they don't engage with your content, they're going to be listening multiple times. So for us, he became about how can we be present every single day, multiple times, and then engage in conversations. So that's when the profit concert, cause then I can start a conversation and find out what are the needs of my audience and then solve the problem for that audience. Hence it becomes a profitable relationship later on, right? I'm that problem? It can be, Hey, can I introduce you to somebody of value? Hey, do I have a service that can solve a problem for you? Hey, do I have a project that solves a problem for you? Right? If their answer is no, Hey, don't worry. Is there somebody else that might need this? So then we continue the conversation. It's like, how can we help each other? And then that's how we've been able to connect the dots. Right? I feel like everybody has their own journey. And the, and the power of content I believe every day is like, is about the leverage is about not just exposure on the marketing side of things, but on the personal development inside that is going to allow you to grow to the level that then you can grow your business. Yeah.

Mark (: 14:37

Connecting the dots. I mean exactly what you're describing. And if you're on this journey.to dot, to dot, or then that's advancement, but those vanity metrics are so alluring. They're so addicting. Oh look, how many thumbs up I got, look, how many downloads I got? How do you detox off of that? How did it work for you too? I mean, you talked about this internal reset.

Fonsi (: 15:00

That's an interesting, that's an interesting question. You know, about three, four years ago now, when we actually started in the digital space market, we started listening to all the people saying, you got to publish, you got to publish, right. All the big gurus and all the people that were actually publishing, they were saying, you got to publish. So we knew this for quite a few years, but we never got, actually started. Right? Like why, why is that? And it comes back because that fear of rejection or fear of Josh [inaudible] I personally remember, you know, putting the camera on then same to myself. Oh, what are my friends going to think? If they see me right in here, like I'm a little embarrassed. And then you just literally kick yourself out of producing anything or creating any sort of content. Then when we started producing content for other people and we had the equipment, we wanted the content to look so perfect.

Fonsi (: 15:54

So nice that later on, we found out perfection was just an excuse because we were afraid of putting ourselves out there fried. So it got to a point where we were literally like, there's no other choice. We need to do it. We have been listening to this message for three years. Right. It's okay. Like we, you need to come to terms that you gotta put yourself out there. And if people say, first of all, let me clarify. This is very weird. Honestly, I don't think we have found anybody that has said anything weird or you know, mean in social media to us. Like, so that is just a product of our head, right. Or only imagination. So it is important, right? To come at peace with yourself and say, you know what? I'm okay with putting myself out there. If people say something to me, actually, I'm grateful because if it's something negative, that means that they are literally calling themselves out so I can push them aside and I can not pay attention to them anymore. Right. But a lot of people are focused on, like you said, the vanity metrics first, because I feel like everybody has this sense as human beings of course, to feel important. Right.

Mark (: 17:01

Well, the word is, the word is vanity. Exactly. Exactly.

Fonsi (: 17:06

Everybody's like, Oh, it feels so good and stuff. Well guess what? Sharing, changing the mindset changes story behind that belief, right? Changed your perspective for us. It became about, wow, it feels good sharing or message. Right. It feels good. Maybe impacting one person that can potentially impact some other people, right? Like that for us to start feeling good instead of how many likes do I have. Right. And quick little secret in here. We actually did our podcast for the first six months. And we never looked at the metrics. Like we just did it. We just put it out there. And our focus wasn't the, how many views are we getting? Because we knew from the beginning, we're not going to be able to monetize our podcast at first from sponsorships or anything. Cause we don't have an audience. Right. So what are we going to focus in?

Fonsi (: 17:53

We're going to focus on building quality relationships. If I'm worried on how many people are watching my content, I can a worried on building a strong relationship with my guests in my podcast. Right? So it came down to the mindset and accepting that, yes, there's going to be people there that might judge you and guess what? That's totally fine because you can then push them around right. To go away from that toxic environment. And the best part you find out that there's actually people that is rooting for you, that they're excited for you to win. That. They're excited to hear what you have to say. And I think the biggest proof of that for us has been that we just actually launch a Facebook group and we were launching the 45 live challenge that we did it personally for ourselves. And now we're doing it for, for the public. And we have 50 other people that wanted to join the challenge along with us. Right. And we're like,

(: 18:43

What? That is so exciting, right? Like

Fonsi (: 18:47

This is people that have heard the message and the message has resonated. And then we have hopefully been able to make an impact in their life. Imagine if we would have been looking at all the lives and then stop right there, it'd be like, Oh, we don't get enough lives. Right? Like let's not do it anymore. Like none of this would have happened. We probably wouldn't be here with you. So definitely there's a lot of mental work with it, but you get to come at peace with it. And I'm not saying it's easy. It does sound simple, but it's definitely not easy.

Luis (: 19:14

One thing that helped me Mark was shifting my perspective on, on this indicators. Like we see them as indicators or samples. Right? So once we started publishing, obviously, you know, we talk about a concept called the publishing pyramid at the very bottom. You have your message that you have to practice daily. Then it's like your consistency. Like how consistent can you be alone, you know, on your calendar by publishing and then you have resources and scaling, right? So at the very beginning, when you're starting out with content, maybe those resources are not available to you. Maybe your only resource is time, right? So according to your time, how can you practice your message? As consistent as possible for us was finding something called a minimum viable content that was our Facebook live, right? So if you're a writer, you can do your daily blog. For example, if you are a tweet maniac, you just tweet like five times a day, like why does your capacity on a daily basis to stay consistent?

Luis (: 20:04

So once we did that, we're like, okay, let's use these pieces of content as sample pieces to see what the feedback is, what is the audience resonated with? So if I published, let's say 10 times and out of those 10 times only one of those pieces of content resonated. We're like, Oh, that's a great indicator. Like I got two likes more than everybody else. That goes zero sweet. That's an indicator that that message is resonating. Let's grab that and put it in our library of stories or put it in a little library of maybe a concept. So I'll give you another example that publishing pyramid. I just mentioned, right? We were on an interview with an amazing entrepreneurial called Catherine Jones. And she asked us a question it's like, how have you guys been able to evolve this thing? And we talked for the first time ever that publishing PM came into mind and we're like, these are the four stages.

Luis (: 20:47

And he was like a 10 minute conversation. And then after the interview, she's like, man, that was pretty interesting. And we're like indicator that resonates, that evolved, that concept evolve into a keynote that we delivered to the [inaudible] community. And that's the perspective that he helped us move forward. We were like, okay, if we can put it as much content as possible based on our capacity and that increases when your resources increase as well. Right. I can collect more samples to see what resonates with my audience and then see what I can help them with. Right. Call that service, call it product, call it keynote, call it XYZ. Right? So that helped us very, very quickly to be able to continue to create, continue to put samples out there and collect the feedback. So then we can help the community.

Fonsi (: 21:30

Yeah. That's a great point. I changing that perspective on what are you gaining, right? And they gain is not on the views and the lies, the vanity metrics. What is the gain on your business, on your message. Right. You're clarifying your message. And I remember now that you mentioned that I totally forgot about that. Sorry. That was a good one. We, after she said like, wow, that was pretty good. I remember as soon as they assume Cole was over, were grabbed a piece of paper and we're, and we're like, let's write this down. Like, let's draw this framework because it resonated with someone that has been so successful in the online space that I'm sure he's going to resonate with a lot of people. And I, my brother and said, now we actually, that's one of, probably the anchors of our topics that we talk about.

Mark (: 22:14

I love that. Well, tell me more about this live challenge. It sounds like something people could really get engaged in.

Luis (: 22:20

Yeah, definitely. Very simple. Objective is consistency and accountability. Right? So quick story. We did two seasons internally for us. The first time that we did it was because we just literally got a gut punch from a presentation that we're doing. And one of the guys was like, where is your content? And at the time we had no content, this was about two years ago. And we're like, we need to have consistent publishing basically. That's why we talked about like after that meeting, cause we couldn't close any of the eight people that were sitting in that room. So we were like, we need to be present every single day. And looking back, we identify what was the friction points? What are the resources that we had at the time? We didn't have a team at the time. So how can we execute on for us? That was the minimal viable content of going Facebook live because going on heating means that I was publishing right away. Right. So we decided to do 45 days because we're coming out of a fitness challenge called the 75 hard. We completed it. It was very challenging. It was two workouts a day X, but there's all their stuff that we were doing. And we're like, how can we make this? Like so challenging that we have to actually do it kind of all for this. Right. And it was just us or Mark. Let me ask you a question. How many days do you think we lasted in that first time of 45 lives?

Mark (: 23:29

Just two or three. Well

Luis (: 23:31

Thank you for the vote of confidence. Just saying, and then let me ask you, why, why do you think we locked that those amount of days?

Mark (: 23:38

Well, because I think if you're like me anyway, or in a lot of people is sort of come out of the Gates, enthusiastic and blasting and then on day two or three, you go, well, you know, it was harder than it looked or, you know, I got really busy or you don't have that conflict. I forgot about this thing. I was supposed to do Thursday, whatever the case says.

Luis (: 23:57

Exactly. So a lot of people have shared probably the same answer that you do. We lasted actually 15 days, we did not complete the 45 days, but it was because we actually got incredible traction and we got incredible results. And we got out the biggest every client I ever had at the time, which allocated some resources, which were time at the time to execute for that client. So we're like, wow, consistency works. And this was somebody that never engaged, never commented. We call it a silent Watchers. And then they saw my video as I was doing it at 1130 at night, the day that I didn't want to publish. And he saw it then, and there was an opportunity that he resonated with and he invited us over to do something called content in there that he was a concept that he was building. And that created our relationship. That then became the opportunity. Right. Then season two happens where like, we gotta do this again because we stopped and people are like, why don't you do more of what works? And we're like, Oh, we actually have no idea why we stopped. Right. Yeah, exactly. Well guess how many days we lost it second time around,

Mark (: 24:56

Well, now I know I should have more competence in you. If you lasted 15 days, how long did this take?

Luis (: 25:02

We lasted 17 days before we actually got another client related. Like with that content Fonsi was execution there, like on the service side of things. So he went ahead on, you know, his resources and you're on my side. I was like, I'm committed. I need to finish this. But all my failures were at 12 at night. Like almost at noon, almost at midnight. Right. Because I was committed to consistency. Right. That's what works is put in the reps on creating that content and see what works for me. What is the framework? And try things out again, collecting samples. Right? So that story has resonated with a lot of people because we connected the consistency part. We stayed at kind of what, with each other, we stayed at kind of what, with the people that were tuning in, even though if it was one person, we knew that he was going to make the difference for that one person.

Luis (: 25:44

Right? Like it happened the first time on day 15, like it happened the second time at day 17. Now we're like, we need to continue to do this. Right. So then that evolved into our minimal viable was show, which is the beginnings of content is profit. That is why we do it live. And then that story started resonate. So now is it resonated so much that one of our staff members came in one of our daily huddles and he's like, guys, I'm motivated. I'm hyped up. I'm actually going to do my own 45 live. And like him, many other people also resonated and they did their own forty-five live challenge. And we heard the feedback and they're like, you guys should do something with this. Do you guys should do? I'm like, ah, I don't know if we're ready. Like we're w we're focused. Right?

Luis (: 26:20

But the circle of focus, we need to be focusing on the service side of things and so on. But when we share this story of our staff member starting his own challenge, a lot of people resonated right away. It was incredible. We did like, we did a training in a Facebook group with like 300 people and the whole community was blowing up the chat saying, we want to do it too. We want to do it. The host is like, I'm signing up. And we're like a turnaround to funds. I'm like, I guess we're doing this. Right. And it's, again, is a message that we collected through sharing those stories through pieces of content that resonated. So now we're actually launching season three. So today's actually their welcome class. We have it at 5:00 PM with everybody in the group. If they're interested, they can go to contents, profit on Facebook. They can find the Facebook group by the time these airs, the group might be probably going on. But the challenge itself starts tomorrow, Wednesday. And it's very simple. As we got to post live daily for 45 days, that was mentioned, we're measuring consistency and we're going to hold each other accountable. We're actually doing it too. And there might be some surprises along the way that we're preparing for everybody to make it up unexperienced.

Mark (: 27:20

Well, we're going to put that out there right now. Well, let me ask you this guys, what is the power of life? I mean, I get that there is a social content or publishing goal and do something daily, put it out there, but you've added this level of, and it's and it's going to be live. Tell me about that.

Fonsi (: 27:39

Yeah. That's, that's an interesting question. Right? And there's that principle behind the 45 live and why we decided to do it, right? Like my brother said, and we're like we mentioned before, we've tried different things, right? All this perfectionism with content about your production, make it look super nice. Guess what all those are, just friction points, friction points that do not let you take action and move forward. So when we were doing this fitness challenge, right, and these people, the, it aligned with the people saying no to making business with them, we're like, okay, man, we need to start publishing. We need to do something, but we can not have a full on production because it's going to take hours is going to take a lot of time out of our day that we do not have to implement in here. So we came up with what we call now, the minimum viable content, what is the least amount of effort that we can put to actually have a good piece of content going out there?

Fonsi (: 28:43

Right. Again, we were telling this story before in our heads that good content had good production value, right? That was a story that we had in our head. Why? Because we were used to consuming this YouTube information, right? I'm sure a lot of people can relate to that. Right? We all see these amazingly produced content. And then we want our content to look that way. So we had that thought in her head and you got to the point where we're like, okay, we need to change our story. What about the quality of the message over the quality of the production? And we started to realize there are videos that are extremely well produced and they look amazing that they don't keep my attention that after 30 seconds, I'm that guy gone next. And there's videos that is literally a person at a desk talking no production value whatsoever.

Fonsi (: 29:37

And I'm like, say more like I'm invested in this. And it's because message is so good. The stories that the person is telling they're so good that you immediately are invested into that content. So that's when we realized, okay, focus on the message, no need further production. At first, eventually when we have the resources and the capacity to do it sure that can come, the production can come then, but first it's focused on the message. Now, do we record it and then have to edit it and publish it. Now that's friction. And another friction point, right? We will be adding a few more minutes if not, hours to the process. So how do we Polish it without any friction, right? The minimal viable content go in life because live just allows you to have your message and literally press record, go live. And now you start speaking into the world and it's already published in there.

Fonsi (: 30:33

Now the cool thing is after we did it that way we realized there's so much more to gain than just going out there and sharing your message. Right? The beautiful thing is once we started going live, guess what? There are no cards or reduce when you make mistakes. Right. And just moving forward. Exactly. You just get to move forward. And before that, I think it was like about a year before that we actually started to, you know, try to launch a podcast and we have multiple cameras, all the equipment, and we would record like 30 minutes of an episode and then guess what? We will make a mistake and we'll be like, Nope, let's start all over again. How much friction is that? Right. So fast forward again, back to the 45 live when we're recording live, we're like, Whoa, I made a mistake. I got to learn how to deal with it now.

Fonsi (: 31:28

And guess what? Sometimes you just get, accept that you make a mistake and guess what people love it. People love when you're vulnerable and those things are happening because those things happen to the people that are listening too. So it's incredible because it actually, I feel like you built up your character to go on life, right. As your true self to actually go on and embrace your mistakes, which is absolutely amazing. And therefore, that's why we do our show life. Right? Cause when we, again came back to the idea of, okay, we need a podcast, we need to start the podcast again. How are we going to do it? Well, minimal viable content. We have the equipment cool. We invested in it up like two years ago. So now, so we don't have to produce anything. Do you know all these friction points let's do a live. And that's what we do. Our show live every single Monday, Wednesday, and Friday is literally to hold herself accountable. And because now we love embracing their mistakes. They happen. They happen all the time.

Mark (: 32:28

I did love that. Yeah. And I, I do. And even as you were describing, I do think back to my early podcast, this is episode 77 zero, which I have to, but I do think about the over editing. Oh, they said, Oh, they said, you know, and Oh, they mispronounced my name or whatever. Yeah. But Hey, it's all part of the, it's all part of the process. It's part of the

Fonsi (: 32:52

Journey, right? Like at some point, right? Like whoever's listening to this. I took get, started remove as much friction as possible. So you can execute at some point, if you have the resources and you want to hire somebody to take care of that for you. That's totally okay. That's why big networks, these highly produced amazing shows and that's okay too. But we got to be very honest with ourselves and see where do we fit? Right. I think for us, we're probably not going to ever add, you know, grabbing an audio editor and take out the arms in the us. There's probably a ton of them and the guy will probably quit before. Right.

Mark (: 33:29

[inaudible]

Fonsi (: 33:30

But that's okay. But we got to understand, okay, what is my minimum? How am I able to execute consistently? Right. And for everybody, there's going to be a little bit of a difference in there. So we just open yourself to it's going to happen and it's going to happen. So how can you push forward to add a little, a little extra in there? A little extra space is that the mistakes are not going to be consistent forever. Like the reason we made mistakes. Right. And, and we fail and I'm doing air quotes in here, right. Is because we want to learn. Right. If we don't feel, we don't learn. So every time we're making mistakes, guess what we go back. And we're like, okay, how can we solve this? So if, for example, I'd been personally more conscious on the arms on owns and all that stuff, because I know I used to say them a lot.

Fonsi (: 34:19

So I'm like, okay, how can I stop saying this? And guess what is going to be, it's going to take time. It's not going to be from episode 48 to episode 49, all the arms and arms stopped, but I'm okay with it. I'm okay with putting myself out there. Yeah. Tall kid. And I'm a little bit more conscious about it now. Right? In a good way, in a good way. I don't care if I say them, I'm totally okay with it too. But you keep progressing as you go. And the beautiful thing is that now you have a whole journey of progress that has been recorded. That someone, when they tune into your episode, 215 and they listen, how cool you, you, you talk to the mic, right? How, how good you sound? And they're like, wow, I want to be like them one day.

Fonsi (: 35:04

Right? I want to be like Mark one day. And then they go back to episode one and they listened to all your own done arms and non edited audio. Right. And you like my brother dropping beer on the, on the, on the, on the computer, they're going to be like, wow, that's even better because now I relate. Cause Luke got older. Luca has journey like I'm here right now where he was 200 episodes ago. Now I can get, I know there's a path for me to actually get better and get to episode 215 and be as good

Luis (: 35:38

As that other person is, or honestly as good as you are. Okay.

Mark (: 35:42

Yeah. It's so encouraging. Well guys, what a terrific conversation. My guests have been Luis and Fonsi. The brothers, the biz bros and their show is content is profit. And their company is biz bros. Guys. This has been just terrific. And I just, this recap of a publishing pyramid, a minimum viable content, a what a takeaway and why live is so powerful. But I love this idea of the 45 live challenge. And Luis, give us one more take on how we get involved in this challenge that's coming up.

Luis (: 36:19

Yes, absolutely. So if you go to go 45.live is going to send you directly to our Facebook group, just add to request. And then we'll, we'll fit you in there. There's going to be resources on a membership site that we open for everybody to, to see those videos. So even if you go in after today's going, if you go in today, that group is still going to be open there's to be a ton of engagement there. So go 40 five.live is a fastest way to, to go and tune into that. It's exciting. Awesome. Well, thank you. Yes.

Mark (: 36:47

What a terrific conversation. I've really enjoyed it and it's been inspiring. And I guess listeners, this is the example. When we say a world of creativity, Luis and Fonsi by way of Venezuela now in Jacksonville, Florida, traveling next week to Boise, Idaho world journey, it's been for them, but we love to bring you this podcast of not only inspirational and creative thinking, but these tools and methods and models, some of which our bizbro friends have just given us, but also let's, let's be quite literal on another thing. They've offered us connections, opportunities, you know, people that you need building the team and community around you to really get your work out into the world, remove the friction, remove the judgment, remove this sort of self-imposed restrictions that you put on yourself and get your creative work, whatever that is from a podcast to a photography exhibit, to a book, to a record, whatever it is you're making, let's get it out into the world. And that's our goal here at this podcast. So thanks again, Ms. Burrows, and this has been unlocking your world of creativity. I'm Mark Stetson. And we'll talk to you next time.

Mark (: 37:59

Unlocking your world of creativity with Mark Stinson, copyright 2021 podcast is supported by Adobe and the Adobe creative cloud. The Adobe creative cloud gives you the world's best creative apps and services. So you can make almost anything. You can imagine wherever you're inspiring. The Adobe creative cloud is a collection of 20 plus desktop and mobile apps and services for photography design, video, UX, and more. We use creative cloud to help make this podcast using Adobe audition from their brush in design and meaningful. So join the creative community with the Adobe creative cloud and let's make something better together.