The 5 Keys to Escaping the Middle Class Mindset

This episide of Flow State of Mind aired on October 7, 2019, but is more relevant now than ever. Click here to listen to the episode or check out the full transcript below.

Jordan: What’s up, guys? Welcome back. Today we have a really actionable conversation around the five keys to escaping the middle class.

Erin: Yeah…and it’s not really what you think. Middle-class yes, financially, but really it’s the middle-class mindset. And we’re going to dive in and explain how some people are perfectly happy with the middle-class mindset and they’re living a harmonious, great life…and that’s okay! For many of you who listen to this podcast, you most likely aren’t like that, and that’s awesome. We’re going to give you the steps to get out of that and live a happy and fulfilled life.

Jordan: These are five keys, guys. Five things that you can take action and actually put in your life today, that’s going to start to show substantial results.

You’re going to start to change your environment.

Change your outcome.

And again, this is not solely income-related. It’s more so about your environment, your happiness, your fulfillment, and the impact that you can make on the world. So if you’re a coach, if you’re somebody who’s an entrepreneur—you want to make an impact, you want to do more things—this episode is for you. So make sure to check it out, guys.

Also, make sure to go ahead and check our show notes for access to our free Facebook community, where we’re going to be dropping in a free three-day suspect-to-client course for you guys, and specifically for online coaches to teach you guys how in a three simple set model to take somebody from a suspect, complete suspect, just finding you, into an actual paying client. So make sure to check that out, guys. You’ve got to be a member of the free Facebook group to get first access to it. I’m going to be dropping that in there next week, so check the show notes and we appreciate you guys listening.

What’s up, babe?

Erin: Hi.

Jordan: How are you today?

Erin: Sick.

Jordan: Yeah, so Erin’s sick. We’re going to try to get through this, guys, but we have something really, really cool that we’re going to share that we’ve already introduced in the intro. We’re kind of just going to dive right in. So bear with us. Erin’s got a little bit of a cold that I think I might’ve passed onto you, but it’s a little delayed possibly.

Erin: Yeah, maybe. I’ll be all right. We’ll get warmed up here.

Jordan: Yeah. First of all guys, we really appreciate all the awesome feedback that we got on our last episode. It’s actually already one of our most downloaded episodes—the Megan Davis podcast.

Erin: Oh, nice.

Jordan: Yeah. It’s like one of our top four.

Erin: Grateful.

Jordan: Yeah. So awesome reception. I think that a lot of you related to the permission of vulnerability that we talked about on there. So it was fun.

Erin: It’s everything.

Jordan: That’s such a big thing that I think also relates in today’s episode and the ability to just be objective and vulnerable with yourself and allowing you to escape this middle-class mindset. And we’re going to kind of outline what that means. We want to try to define that, first of all, so that we have a little bit of context around it because the middle-class mindset is a mindset. We’re not necessarily saying to escape the middle class. That would be another conversation. Although with having a middle-class mindset, you can basically be guaranteed to stay in the middle class.

Erin: Exactly. And some people have the desire to escape the middle-class income bracket, and that’s cool. And some people don’t, and that’s cool. That’s kind of where we want to start is understanding that people are different. Ray Dalio has a really amazing quote that wraps it up that Jordan has here that I’ll let him read.

Jordan: So Ray Dalio says in the book Principles, which is one of my favorite books on not just business, but just life.

“I cannot say that having an intense life filled with accomplishments is better than having a relaxed life filled with savoring, though I can say that being strong is better than being weak and that struggling gives one strength. Some people want to change the world and others want to operate in simple harmony with it and savoring life. Neither is better.”

So he elaborates on this a little bit and I’ll say this one more point.

“Having spent time with some of the richest, most powerful, and most admired people in the world, as well as some of the poorest, most disadvantaged people in the most obscure current corners of the globe, I can assure you that beyond a basic level, there is no correlation between happiness levels and the conventional markers of success.” (Dalio)

Erin: Before you even read that last piece, I was going to say exactly that—that it’s not the key to happiness and you can be happy either way. People are just fulfilled differently. Reading that book and hearing that quote is something that really made me understand people in my life. We’re going to get into the five keys here to escaping the middle class, and one of those is going to be the people that you surround yourself with.

If you’re someone who isn’t surrounded by people who have anything but the middle-class mindset, that right there is what you need to understand first.

You’re not going to change everyone around you.

They may be perfectly happy, and that’s good for them. Their life’s going to be great, too.

Jordan: Exactly. Well said. Support them, and you can still be friends with them, and you can still relate. But like Erin said, it’s not their prerogative. It’s not what is in them burning in desire. And we’re going to assume though, that most of the people listening to this podcast…they probably want more. They’re probably the kind of people who actually do want to change their world or make an impact on people. And if that’s something that is burning in you, then you better listen to that. And if that is something that you’re going to listen to, then you have to understand the points that we’re going to talk about in this podcast and you have to escape that middle-class mindset or else you’re constantly going to be living in one pendulum but wishing you were in another.

Erin: Yeah. And we talk about how you can be happy either way, but I really think it’s so dependent on the individual. I think if that’s burning inside of you and you have a passion in something you want to pursue, and you just stifle that and ignore that, I think you’ll lose confidence. I think you ultimately won’t be happy.

Jordan: Exactly. You’ll start to build this weird sense of anxiety that Jordan Peterson talks about a lot because you have something in you, an inner voice which you’re not listening and taking the steps to fulfill that. So we’ll kind of dive in, guys. We’ve got five points here I believe, maybe six. But these are all going to be extremely valuable.

So number one, and this is one that I’m sure you’ve heard us talk about before, but it’s being uncomfortable.

I want to share a quote here and then we’re going to go and dive into it. But this is from Peter McWilliams, a world-renowned thought leader and business leader:

“Be willing to be uncomfortable. Be comfortable being uncomfortable. It may get tough, but it’s a small price to pay for living out a dream.”

It’s comfortable to work a safe job. It’s comfortable to work for somebody else. The middle class think being comfortable means being happy. And for some it does, okay?

Erin: Absolutely.

Jordan: Some comfortability? Perfectly fine. But if you’re not one of those people, then you better listen up.

Erin: Yeah. So what is it…Tony Robins talks about all the time…and maybe it’s Maslow’s hierarchy.

Jordan: I think it is. Yeah, it’s derived from that.

Erin: People need different things, and certainty is one of those. If you need certainty, it doesn’t mean you’re in the middle class. I think I need certainty, and a lot more than Jordan needs certainty.

Jordan: Yeah, definitely.

Erin: We need different things to make us happy. And I think comfortability can be one of those and for some people it’s just not—we need GROWTH.

Jordan: There are a lot of things that are going to make you uncomfortable if you’re going to pursue this next-level life.

Things like investing in yourself, which is something we’re going to talk about a little bit more in this podcast.

Things like taking chances.

Going out and stepping in front of people and being vulnerable. Showing up on social media to maybe establish some sort of a voice and a platform.

You’re going to get judgment; it’s going to feel uncomfortable. You’ve got to understand that if you can’t embrace that uncomfortability, then you’re always going to remain in a stagnant, standstill place.

Erin: So much of this has to do with uncertainty. Especially as we talk about entrepreneurship. You’re going to do things that you have no idea. That’s the difference between having a job and being an entrepreneur. Where you show up and you’re like, “Should I do this? I don’t know. I’m not sure.” That’s uncomfortable, and that’s something that you have to get used to if you really want to make it to that next level.

And we talk about leaving jobs all the time, and maybe that’s part of your escaping the middle class. You have to get really okay with uncertainty and it’s one of the biggest things we see holding people back or IFCA students. “I don’t know. Should I do this?” “I don’t know! Try it.”

Jordan: As an entrepreneur, you don’t have somebody there giving you your quarterly goals and your objectives to hit for the week, or like, “Here’s your task list.” And there’s also uncertainty, of course, in the outcomes of your efforts.

You don’t know if the stuff that you’re doing is ever going to pay off, but you better fucking get used to that.

Erin: Exactly. Where the certainty within a job that will keep you comfortable in making a 2% raise every single year is being told what to do and doing it. And that’s okay, that’s comfortable, but you’re going to be capped. You’re going to move at a very, very slow, incremental pace until you retire. And if that’s okay, if you find fulfillment in other areas of your life, that’s okay. Just be honest with yourself.

Jordan: Yeah, exactly. I feel like there’s a lot that can be said on that subject, but really I don’t want to overcomplicate it. If something makes you uncomfortable and if you’re looking at something that you’re potentially going to pursue or a decision you have to make, don’t steer away from something that you know is going to be hard. Because you have to choose your ‘hard.’ Staying in a position in which you’re unhappy, that’s also hard. That’s also going to bring a lot of anxiety. It’s going to bring a lot of questions and emotion. But in the moment, in the decision-making moment, it’s a little bit easier, right? So choose your ‘hard.’

Erin: You develop calluses, too, once you start to do that. I remember a specific period of my career, where for three years, I did the same thing every single day because I was able to, and I did not take a single step outside of my comfort zone. Things are going; things are good. I sat behind my computer and I answered emails. It got so bad, my anxiety got so bad because I didn’t do anything that I wasn’t uncomfortable with, that I didn’t even want to answer my phone when it rang. I didn’t want to go and like hang out with friends and be social because I just hadn’t put myself in different situations to be uncomfortable. As an introvert, those things started out uncomfortably for me and then I just buried them and never really did them. They got so uncomfortable for me.

Jordan: Wow. Good for you for talking about that. That makes a lot of sense. It’s almost like you allowed that uncomfortable muscle to atrophy.

Erin: That’s exactly how it works, too. You find yourself in this position where you’re like, “Why is this so weird and scary?” It’s because you’ve never had to try it, do it. My mom, for example, she was terrified to drive on the highway for her entire life. Finally I was like, “Well, I’m moving to Columbus and you can come down and see me or you’ll never see me.” She started doing it and she started doing it in a way where she would drive straight down 23, which if you’re not in Columbus, 23 is not really a major highway, it’s not an interstate.

Jordan: It’s just a road.

Erin: It just makes it all the way from my small town, Marin, to Columbus. She would take that, but it was a step. Then finally, she started getting on the interstate and doing it and now she can do it, but she just spent probably 40 years of her life never having doing it because it was a little bit uncomfortable.

Jordan: That’s such a good analogy. She hadn’t even been on an airplane until recently, in the last year, and now she’s cool with it. She’s like, “Yeah, I’ll fly.”

Erin: She flew by herself for the first time, and she was like, “Oh, I can do this.” But it’s just so funny how when you tell yourself something’s uncomfortable, it becomes so scary and you just don’t do it until you have to strengthen that muscle a little bit.

Jordan: Man, that’s so cool. So let me ask you this, have you seen now when you’re faced with an uncomfortable predicament or decision, do you feel like the ability to make that choice is easier or is that choice still hard, but going through it is a little bit just more easy?

Erin: Yeah. I almost get excited about it now to be honest, because I feel like it becomes an edge eventually where you’re like, “Oh, this is a challenge!” Anyone else would look at this and they would be scared, but that’s an opportunity for me. That’s an opportunity that a lot of people aren’t going to take, which means it’s going to propel me. It’s going to break me out of the middle class and everything we’re talking about.

You eventually start to see these uncomfortable situations as opportunities.

Jordan: I love that.

Erin: Thanks, babe.

Jordan: Yeah, I like that. Cool. I don’t think that could be summarized much better.

So yeah: get uncomfortable, guys. Do shit that’s hard.

Onto the next point: environment. I’m going to share another quote. You guys obviously know by now that I like quotes.

Erin: He’s a quote man.

Jordan: That’s right. It’s better to just repeat other people’s lines and then it makes you sound more profound.

Erin: It’s true. This is true.

Jordan: As long as you just put their name next to it. So this by Warren Buffet, who most of you guys know.

“It’s better to hang out with people who are better than you. Pick out associates whose behavior is better than yours, and you’ll drift in that direction.”

It’s pretty simple, right? But understanding that there is an actual metaphysical or almost biological level to this, too.  Our bodies are meant to adapt to their environment. Just like with anything else—with training, with nutrition—your body adapts to the stimulus that you apply on it. So your body, every single day, whatever the stimulus is around it internally and externally, your body is adapting to. I actually do think that there’s a true biochemical factor here. Not just psychological. There’s a concept here with koi fish and I think it’s true in sharks too, but we’re not sure which one it is.

Erin: Jordan’s showing me some of these quotes and his outlines, and he’s like, “The koi fish example.” I’m like, “I think that’s a shark example,” but we’ll let you guys be the judge.

Jordan: I’m not even sure what a koi fish is, to be honest. But anyways…

You put a shark or a koi fish in a fish tank, and if you put it in a small fish tank, a fish tank that’s limited in size, that fish is only going to grow to what it’s able to fit within that fish tank. You’re limiting its size. You put it in a larger fish tank, it’s going to grow to be a larger size.

Erin: Which is just so true, metaphorically as well.

Jordan: As long as you continue to put yourself around people who are constantly giving you middle-class advice. Let me give you an example. We’ve all been here, when we’re coming out of high school, we all thought that the illustrious pinnacle, reaching the point of Mount Everest, is making $100k a year.

Erin: Or just getting a safe, steady job, and we know how all that works out.

Jordan: Well, it’s more so that. It’s not even necessarily the $100K…it’s getting that job that makes you feel like you’ve got a real job and you’re making a salary and everybody thinks like, “Oh, that means I’m going to be happy.”

Erin: Exactly.

Jordan: And it’s a lie, for a lot of people. Now, don’t get me wrong—you might find yourself in a position or career working for a company where you’re fulfilled and happy. That’s great. I love that, and I support that to the fullest. But understanding that we’re talking to the people who might get in that position and they’ll be like,

Well…this is bullshit.

Erin: I think one of the simplest ways to say it is just don’t take advice from anyone who’s not where you want to be. If someone’s giving you advice and you look at their life and you wouldn’t want to trade, I don’t think you should have to take that advice.

Jordan: Hell yeah. The basic principle here is that like if you’re not surrounding yourself with those kinds of people, then you’ve got to really make an effort. It’s not just going to happen randomly. You’ve got to put yourself in those situations.

You’ve got to invest in yourself, seek out mentorship, seek out better friend circles.

Erin: Maybe you need to move.

Jordan: Maybe you do need to move. If you’re living in Fargo, North Dakota, and you just don’t have anybody in your town who you relate to…get uncomfortable, pack your shit up, and hit the road. I know it’s hard and hell, you might not have enough money to get a nice apartment in this new city you go to, but that’s okay. Like Erin said, that’s all going to help you build those calluses internally to help you be able to deal with difficult situations, to react better, to make better decisions.

Erin: That’s what’s cool about the day and age that we live in now is you really don’t have to be in physical proximity with those people. We have social media, we have podcasts. We have ways that you can consume whoever’s thoughts and ideas that you want to, and that is part of your environment. What you’re putting in your ears and looking at on your phone is a big part of your environment. Clear that out, too. If there are people that aren’t serving you on social media, I don’t know why you would listen to a podcast of people you don’t like, but if there are people who aren’t serving you on social media, get rid of them.

Jordan: That’s one of the biggest, most rewarding things I think with Erin’s and my mind mentorship, our IFCA group, is that we obviously give tons of actionable strategy and we help framework and we help build businesses, but it’s networking them. Getting them in the same room together.

Erin: Absolutely.

Jordan: We’ll watch for a year after the fact that these individuals are still working with each other, helping each other grow, and that they become close friends and they’re building off of each other. They all have similar goals and visions.

Erin: I mean, that is a great way to get in the environment. I remember feeling that way and feeling like I can work hard. I have the work ethic. I can do it. I did that for about five years. And then I was like, this is not cool, though. Working 70 hours a week? This is not the dream. People have to be doing it differently. And I’m like—”I need to find those people.” So I started looking on social media for them. Then I asked, “What are they doing?” They’re these business masterminds and stuff. Let me look into those groups. Eventually it’s where I found them, and I started joining these groups. I got all of their ideas and they’re a lot of my friends, and they help me.

Jordan: And it’s not just that you got ideas and you got strategies, but with the energy…

Erin: That is a bigger thing.

Jordan: The environment allowed you to break that limiting cap you had.

It gave you a bigger fish tank.

Erin: Right. Well, I think a lot of times we keep ourselves small. That’s one of the coolest things about having that environment is we can sit down at dinner with friends like that and be like, “Hey, we just crossed over the seven-figure mark for the year.” When you subconsciously play small, like you and I are celebrating in our house quietly, like, “Oh, that’s cool, but don’t tell anyone,” then you’re not excited about it. You’re not continuing to chase it. I think when you have the people around you that you’re like, “Yo, listen to what I just did.” It only helps you grow.

Jordan: It’s so true. We had a dinner the other night with close friends of ours. We won’t mention their names, but you guys probably know them and they’re having a lot of success within their business. We sat down and it was funny because he was like, “Hey, guess what? You’re never going to believe this. And I can tell this to you guys because you’ll appreciate it and be supportive. We just crossed the seven-figure mark for the year.” And Erin and I looked at each other and was like, “That’s so crazy because two days ago, we did too!” Both of us almost in the same week crossed the seven-figure mark. And there we are at a table celebrating together, supporting it, encouraging it.

Erin: It’s special.

Jordan: In some environments you might bring that up and all you’re going to get are head turns and awkward silences, and, “Oh, that’s cool, man. Awesome.” Because there’s resentment and there’s jealousy. Like you’ve got to find environments who are going to support and encourage your wins.

Erin: I do think that’s one of the coolest ways and easiest ways to weed those people out is look them right in the eyes and tell them all the cool shit that’s going on in your life and see how they react. If they’re anything but happy for you, onto the next.

Jordan: Yeah. And maybe you need to audit yourself.

Erin: True.

Jordan: If you’ve ever been in one of those situations, and somebody has told you about a win that they’ve had, audit your own reaction. How does that make you feel? If you feel jealousy and envy, then you need to start there. You’ve got to look at that as encouragement. “Wow…that is possible! Somebody sitting right across from me is making this happen, so can I.”

Erin: Yeah, absolutely.

Jordan: Awesome. That was a good one. Let’s talk on the next one, guys. The number three-point here is scarcity. Having a scare mindset. And this is all related. Let’s just talk on the idea of scarcity, Erin, for anybody who’s never even heard this term.

Erin: A lot of the times it’s around money, but anything in general, and it’s the idea of just feeling like there’s only so much to go around. You have an idea or you have a client, and you feel like, “I need to hang onto this so tight because someone could steal it from me.” The opposite of that is abundance. Knowing there’s enough to go around. Knowing there’s a ton of money to be made. Realizing that if you just share with more and more people, they’re going to get some, you’re going to get some, and it just attracts more abundance into your life when you truly think that way.

Jordan: We can give a lot of examples here and it applies in a lot of realms. Say somebody came to you and they wanted to work with you as a coach, and you knew that maybe you can potentially serve this person at the highest level, but you maybe knew of some other coaches who could. A scarce mindset would think, “Well, I better just capitalize on this because there are only so many clients.” An abundant mindset would say, “Oh no. I know the perfect person for you. I know somebody who can really help you.” You’re going to pass that client on. And what an abundant mindset does is, next thing you know, three more clients come to you.

Erin: Right. The more you give, the more you receive.

Jordan: Exactly.

Erin: When you have a scarcity mindset in any one area of your life, it bleeds into every other area. If you’re scarce around money, feeling like you need to pinch every penny, feeling like you can never spend money, or freaking out about it, you’re going to be scarce and weird in your relationships. You’re going to harbor jealousy and envy and you’re going to be just in general. Oddly enough, this is going to be weird. No one is going to relate to this, but I’m so OCD when it comes to numbers that I find myself when I’m tracking my macros really closely trying to hit them on the dot, I become scarce and weird in other areas of my life because I’m like, “There’s not enough. There’s not enough.” I find myself falling into a weird mindset around it. So I’ve had to like be very creative with my diet and macro tracking. Jordan’s seen some of the little hacks and tricks that I do where I almost play tricks on myself of like, actually I had this much food, but I really had this much food.

Jordan: You start to develop a scarcity mindset.

Erin: In every area.

Jordan: Another example of this could be with business in general. A lot of people with a scarcity mindset look at business from the standpoint of that in order to make money, you have to take something from somebody else. There has to be almost this ‘winner and loser’ transaction. For me to be able to coach somebody and to have a transaction there, I would need to take from them.

That’s completely ass backwards.

Erin: 100%. Paige Filliater, who was on the podcast, is a friend of mine. I happened to watch her Instagram story the other day, and she got off a consult call. And she’s like, “You know what? I don’t say this to brag, but he just made the best decision of his life.” That’s how you should feel. You should feel like he gave me something. I’m going to give him so much. This is going to be a win-win. It’s going to be amazing for all of us. That’s truly how we feel, and that’s when sales becomes really, really easy, too. When you’re like, “All right. You want me to change your life? Okay.”

Jordan: Because you know you’re about to give that person five times the value that they just paid for.

Erin: 100%.

Jordan: And you know that there’s plenty to go around. There are not winners and losers in this context. Rich people don’t get rich by taking from other people. They get rich by providing five times as much value as they’ve received.

Erin: Completely. And because your best business is going to be from referrals anyway, you want people to walk away and say, “Wow. I would have paid double for that.”

Jordan: I actually read an awesome post by our friend Eddie, who owns Training Grounds gym. I can’t remember the specific post, so I’m going to paraphrase here, but he was talking about how he’s had some financial success or increases in his income recently. He was relating it as to the idea of all the free things he’s done. All the free advice he’s given. All the free content he’s produced. Reaching out to people and all these conversations that he’s had, where he’s never received a transactional value from it. And he’s talking about throughout the course of the year, that’s the only thing he’s focused on. Next thing he knew, his income just continued to rise.

Erin: That one for one, give me something, or I give you something and you give me something, is a scarcity mindset. It’s a ‘taking’ mindset, in a way.

Jordan: We’ve had coaches in the past think, “I want to make sure that I don’t give out too much value or I don’t share too much information because then, what am I selling? What can I charge people for?”

They already know. It’s ass backwards.

You need to be abundant.

Give everything away.

Then the world will return in abundance.

Erin: Well, all the information’s already out there. You’re not going to say something on your Instagram that they can’t Google. You want educated clients anyway, that way they can fact check and say, “Oh, this person really knows what they’re talking about. I did hear that somewhere else before. I want them to teach it to me.” That’s how that works.

Jordan: The last point under this scarcity concept that I want to mention is just being scared to invest in yourself. If there’s one thing that Erin and I can both relate our success to as of late, it has been our willingness to just take chances and invest in ourselves. People are more willing to spend money on the dumbest shit that’s never going to show a return, rather than knowing that you are your most valuable asset and you just simply don’t know what you don’t know. If you grew up 20 years ago, you’re not going to have the capabilities of these great coaches unless you happen to be around somebody to mentor you. You’re not going to find that opportunity. A lot of those people that found success a long time ago just happened to be in those environments where they had a mentor and that mentor gave them guidance. Now, you’ve got the opportunity to actually join some of these opportunities.

If you’re scared to invest, here’s the question that I would ask yourself. Obviously make a good investment. Check the credentials of the program. Look at the testimonials. Reach out to past students. Make sure that it’s good. It’s legit. Because there’s some bullshit out there.

But number two, ask yourself this question: if you don’t make this decision, if you do not take this chance and make this investment, what is your life going to look like six months from now? I’ll give you a hint: look around. Look around. And if you do make this investment, what is the potential upside in six months? You might create a business and actually accomplish that goal which you’re trying to set out to do. Then what will it look like?

Erin: Probably the biggest difference between middle class and, I don’t know if you want to call it upper class or whatever, is investing in yourself. Because, well, what does the middle class do? They put money into retirement. They put money in the market. They make what, 7% on that money, safely and comfortably. And they know what to expect. If I had a $100k, I’m going to invest that in myself and I’m going to make $1 million. The middle class is going to invest that in the market or in retirement and do it the safe way. I think that comes from a sense of uncertainty. Not wanting to be uncomfortable. Maybe not completely believing in themselves.

But, guys…nobody really believes in themselves. You just do it anyway!

Jordan: Yeah. I love that point. Let’s look at this option, okay? You’re either going to bet on a market, a market that could fall apart at any time, that you have no control over, or you’re going to bet on yourself, something that you have full control over.

You can control your effort and your intention and the amount of work that you put in.

Erin: Great point.

Jordan: Which one are you going to take a chance on?

Erin: And you may fail too, but you know what?

Egos are so fragile.

We’re so afraid to fail.

That’s the biggest reason a lot of you don’t get started, which is just fucking asinine to me. Why would you not get started because you’re afraid to fail? So what if you do? You took a chance and you can try again.

Jordan: So [we have a client who’s experienced] rapid increase and she’s just on fire and she’s so pumped and so grateful. She shared with us the other day, she’s like, “Look, I didn’t have the money to pay for this. My husband and I put this on a credit card, so we had to make it work.” Guys, think about that. How powerful is that?

Erin: I think putting your back against the wall is everything.

Jordan: What better motivator than to have no fucking choice?

Erin: We’ve talked about this before on the podcast, when we joined that mastermind and I paid your way and you were like, “That was way more impactful than any money coming out of my pocket. That was belief in me. I need to show up for you.” I think that was their situation. Her husband put it on a credit card for her and she was like, “Not only do I have to pay back this debt now, I need to really prove this to my husband.”

Jordan: Totally. With Erin’s and my situation, I would be fairly comfortable. Money’s not super important to me. It is becoming more important to me, especially as I’m learning more about growing wealth and things. But I would be pretty cool with me missing the $10K or whatever the investment was. But since Erin did it, I was like, “Fuck that. I cannot let her down.”

All right, guys, moving on to the next point. We’ve got two more points here, so hopefully you guys are staying with us.

The second to last one here is that…

The middle class—they work to earn.

The rich—they work to learn.

I’m going to say that again, the middle class—they work to earn. The rich—they work to learn. I want to relate this first to investing in yourself and one of the points that we made is that, hey, you might do this and it might not work, but you just invested to learn.

Erin: You and I are good examples of this, where I had such a middle-class mindset for a really, really long time. I may have only broken out of that within the last couple of years. I was always like looking for my next dollar. Looking for my next client. Understanding how I was going to grow this incrementally. For a lot of that time, I kind of lost my way. I wasn’t really focusing on my craft. I wasn’t learning new skills because I was just so inundated in the work. I met Jordan, and Jordan had been doing research in the fitness industry for over a decade. Just really learning, just such a student of all of this. All of a sudden I was like, “Dude. Why aren’t you turning this into dollars?” And he just didn’t care.

He was like focusing on his craft and he was able to then tip toe into the fitness industry and just completely blow up because he had worked on it for so long. He wasn’t looking for a direct return of, “I’m going to teach this person, and I’m going to get a dollar.” He was doing it because he was passionate about it. You were really honing in on a skill that was going to pay dividends in the future.

Jordan: That is a good example. So the question to ask there is: what opportunities do you have in front of you which you’re maybe taking for granted because you’re not seeing some direct ROI return. For example, the middle class are easily persuaded into changing job when somebody offers more money. Whereas, maybe the job that you currently have is setting you up with specific skill sets that are going to pay dividends way bigger than that 5% pay bump.

Erin: That’s looking for just a bit of instant gratification and not looking at the long-term plan.

Jordan: The rich understand that working isn’t about the money necessarily, especially in the early years. If you guys are like just getting started or in your early phases here, it’s about developing the skills and traits that you need to then later become wealthy. It’s just so important, guys. When you’re working for a sales job, you might hate the sales job. But I can tell you right now, if you’re going to be an entrepreneur, you better fucking understand sales.

Erin: One of the coolest examples of that is our enrollment director, Hayden. He spent years door-to-door sales doing shit that really made him no money. He was super broke and we did a podcast with him. It’s just a cool story of one day looking at his wife and being like, “All right. We have $6 in our bank account. And trust me, I can make this work.” He was just working on that skill set for a while, door-to-door sales, sales in all kinds of industries. Now he’s stepped into the fitness industry with us and he’s incredible.

Jordan: Just crushing it. And if he would have thought at that time, “Well, I don’t want to do door-to-door sales forever, so fuck this. I’m not going to do it. I’m not going to put forth that maximum effort and intention. I’m not going to hone in on this craft,” then he would never be where he’s at today. So this comes back to that mindset of not looking for a direct exchange of value every time. Not showing up to work every day just so I can get wealthy. It’s not really how it works. You’re building your platform, which is yourself. You’re building up yourself.

Erin: Working on yourself is everything. I think Hayden had the decision between like construction and sales, and imagine, if he had went in construction because it paid $2 more, where he’d be now.

Jordan: Maybe you’re working in a finance job or as a banker or anything in that realm. You’re learning valuable accounting skills that can potentially pay dividends towards business functions in the future. Like Chris Harder, for example. He’s one of our favorite entrepreneurs currently. He’s a great mentor and teacher around money. He worked in finance for a long time, and because of those skills, he’s now a multiple, multiple seven-figure earner because he coaches people on finance. He worked for another company and developed those skills for many years.

Erin: Another great one for just as we’re talking about skillsets that entrepreneurs should have is writing. Just hone in on your craft of writing. Read novels. And just practice it, practice it. Practice it without thinking, “I’m going to say it this way and I’m going to get X amount of clients or make X amount of dollars.”

That’s something that frustrates me with IFCA students when they’re early on, because we teach direct-response copywriting and we teach copywriting in general in a way to get people to buy. When they look at a caption, they say, “Oh, it didn’t really do that well.” You’re just starting. This is a skill that you’re going to need to get better at. Be ready to put in the time. Eventually you’re going to make dollars from it. But for most of us just get used to storytelling and get good at it.

Jordan: It’s a small price to pay for the potential long-term benefits.

Just continue to trust the process and show up every single freaking day.

I’ll close with this in terms of this point:

If you want to be rich, you should be working to learn the skills you need to become rich.

Most rich people didn’t get there just by earning a high salary. It’s only going to take you so far.

Erin: Sometimes you’ve got to spend some years in the trenches and doing some bullshit jobs and doing things that don’t make a lot of money to really develop skills and experience.

Jordan: We actually encourage you guys to go back and listen to Erin and my first two podcast episodes, when we first launched this podcast. First of all, you’ll see the messy action we took and how sloppy the audio was. How disorganized we probably were. We were recording it in our kitchen at our old house. But we talk about both of our experiences with working these crazy random jobs and the different struggles and things that we went through, which ultimately led to where we’re at today.

Erin: A lot of that is people skills. A lot of that is just dealing with your own internal frustration and situations. That teaches you a sense of gratitude that can’t be replaced. If you don’t show up for work, doing what you love every single day, extremely grateful–I’ve been in business for seven years. I’ve worked for myself for seven years and every night I’m like, “This is awesome. This is awesome that I’m not laying out my clothes for work the next day. I’m not stressed about a morning commute.”  I literally thank myself every single day still. That’s a big driver of what keeps you going.

If you haven’t had to deal with some bullshit, you’re not going to appreciate it.

And if you don’t appreciate it, you’re not going to be motivated to continue to have success.

Jordan: I love that. Well said. All right, guys, final point here, and this is a really key one. This is a really actionable one for any of you guys who are currently coaches or operating your own business. It’s the idea of trading dollars for hours. This is definitely a middle-class mindset thing, but it’s also part of the process. We all, at some point, have to trade dollars for hours in order to eventually step up into that next level.

Erin: When we hire people, we always start people on a dollar per hour. When I hire people, I like to do a 90-day kind of trial period. Do it hourly. Because you don’t really know what kind of person that person’s going to be. You don’t know how they’re motivated. You don’t know how long some of the tasks may take, but we always try to get away from the dollar per hour because we don’t want people thinking that way. People on our team, people around us, we want them to be growth minded and think, “Oh, okay. If I learn this skill, that’s valuable.” Not, if I sit here for two hours, that’s valuable.

Jordan: We come from this old-school dichotomy where back in the day, you had to show up to a specific office in order to be productive. Now, you’re more skill-based value. Learning these skills is what’s going to increase your value. Like Erin said—it’s not the amount of time that you’re willing to sit at a desk. Think of ways to make your product or service scalable. Identify other income opportunities and streams.

Hard work is a necessity and for all of us, if you want to reach the top, you’re going to have to put in the work. The problem is that hard work alone rarely will make you rich.

You can’t become rich just by doing it all yourself.

By saying, “The more hours I put in, the more money I’m going to make.” You’re going to end up not only burning out, but just hitting this red line where the RPMs are just bouncing off the dash and you can’t move anymore.

Erin: That’s an extreme middle-class mindset.

If you want to go fast, go alone. If you want to go far, go together.

You’re going to have to delegate. You’re going to have to realize you don’t have every single skill set. If you can focus in on your area of genius and realize—this is where I need to be. I suck at math, so I need someone else to figure out the numbers for the business. I suck at creative-type stuff and I know I’m going to half-ass that, so I’m going to hire a designer. I suck at this, so I’m going to let somebody else do that…that’s how you get further. You get out of the middle class and you have fulfillment too, because you’re able to do the things that you LIKE rather than doing a bunch of things that you are only kind of good at

Jordan: Let’s go ahead and close by giving them something really actionable here, babe. Let’s do the dollar per hour activity. The big question that we get within our mentorship students or are our business clients is identifying what kind of things should I be outsourcing? For a lot of this, it seems like common sense, but I think this exercise will draw some clarity around it. So I’ll let Erin do this.

Erin: This changed my life. This is very simple, and we may have talked about on the podcast before. It’s a very simple and cut-and-dry way to realize, “Okay, anything below this, someone else needs to do.” So what you do is you take your income that you want to make in a year. Take your annual salary and make sure that it’s realistic. It’s not your pipe dream.

Take your annual salary, and then you divide that by the number of weeks that you want to work in a year. I like to do even numbers. If we say $100k and 50 weeks in a year.

You divide that by the hours that you’re going to work per week. If we say a $100k, 50 weeks, 40 hours, that gives you your dollar-per-hour rate.

$100,000 ÷ 50 weeks ÷ 40 hours in a week = $50/hour

So that example that I just gave, $50 per hour, anything that is significantly less than $50 per hour, you need to be outsourcing. What this says is: in order to meet my income goal, I have to be making $50 an hour every working hour. If you choose to do laundry during those working hours, if you choose to do some graphic design work during those 40 hours, that’s just a form of resistance that we put in our way. You’re choosing not to make that salary. So when I did that for myself, and as Jordan and I continue to grow and expand our businesses and that number gets higher and higher, I have to realize, “Hey. I might be good at this and I might even like this, but it’s a waste of my time. Someone else can do it.”

Jordan: There are so many opportunities for you to outsource these days between Upwork and Fiverr and all these resources. Graphic design is a good example. We’ve had students in our mentorship and even like in our free IFCA community who they tell us like, “I’ve spent a week now working on designing my standard intro documents.” We’re like, “Why?” You can find somebody who’s legit, like some of the best people on these outsourcing companies, for $30 an hour. And if you can find somebody who’s good enough, really good for $10 or $15 an hour.

Erin: Well, someone at IFCA got their entire packet design on Fiverr for, I think, $15. They sent it to me and it was good.

Jordan: There you go. Be resourceful, guys. We really encourage you to do this dollar-per-hour activity because it will open your eyes up.

Sit down and make a list of everything you do during the day.

Assign a dollar value next to it.

Things like laundry, cooking, talking to your friend, doing just random shit during the day…it’s not going to build that efficiency and it’s not going to build the amount of income that you need to be earning that potential goal that you’re after.

Erin: Especially if you work for yourself. Chris Harder did a really good podcast on the differences between a six-figure earner and a seven-figure earner.

Jordan: Just listened to that this morning.

Erin: He talked about a lot of the stuff that six-figure earners do. They work hard and they think they work hard. This point resonated with me so much because this was me for years. They start their workday at like 7:00 AM and then they work for a few hours, and then they take a really long break to eat that ends up scrolling social media.

Jordan: Like get a lunch with a friend or something.

Erin: Yeah, stupid stuff. And here was my schedule: I would work for a few hours and then I would go to the gym. And I own that gym, so I was talking to people there, got wrapped up there, but I was working. Then I’d come home and I still have so much work to do. I’d work until 11:00 PM, and I’m like, “I’ve worked all day every day.” But not really. It’s being really intentional about your work.

Jordan: It’s an inefficient workday as compared to somebody who gets up at 7:00 AM. You set up your day. You spend an hour doing your gratitudes and setting up your intentions and your goals for the day. You have everything that you needed to get done written down the night before. You work from 8:00 AM until 4:00 PM, and you can get more done in that block than you can in a 12-hour inefficient block.

Erin: Oh, absolutely. Anytime I’m on an airplane, I can get work done in three hours that I would normally get done in eight because I’m forced to sit there. I purposely don’t buy the Wi-Fi on my phone and I can’t get up and mosey around. This is something with IFCA students all the time. It’s hard when you first start making your own schedule. They come to me and they’re like, “I’m just so busy I can’t do all the homework. I can’t do all the things you guys are telling us to implement.” And I’ll say, “Okay. Go ahead and block out your entire schedule for me. Put it on your calendar. Put what you’re doing every hour and minute of the day, and I’ll help you find some free time.” Just by having them do that, they’re like, “Oh, okay. I fuck around a lot. Nevermind.”

Jordan: It always results in that. And also, think about if you’re able to better optimize your workday and you’re also outsourcing and leveraging. Think about all the shit that you can get done.

Erin: Hiring is the coolest. All of a sudden, if you have two people on your staff, you have about 120 hours versus 40 hours. Where me, I used to have 70 hours on my own. And now between my two full-time employees on my team, I get 120 hours. Maybe more. They might work more than 40 hours, and I know I do still too. It’s just amazing.

Jordan: I think that pretty much wraps it up.

Erin: Cool.

Jordan: Guys, we appreciate you hanging out with us. Hopefully you found a lot of value within that, so we want to go ahead and just also mention to you that these are a lot of things that we talk about. We do a lot of other training specific to online coaches in our free Facebook community, so we’re going to link that in the show notes. We talked about surrounding yourself in a better environment. This is a place where you can go in there and you can actually network with people who think like you, who are similar to you, who are on a similar path.

Erin and I are in there doing a lot of mini trainings. We actually have a lot of really cool stuff coming up that we’re going to be training in there, so keep an eye out for that. We’re actually getting ready to launch a free three-day suspects-to-client challenge or course. It’s really detailed. We’re giving away so much within this course. It’s going to be completely free. We’re going to be dropping that in the free Facebook community first. You have to be members in there to get first access.

Erin: Awesome.

Jordan: We’re going to link that, guys. We appreciate you. Stay tuned for next week. We still don’t know what we’re doing next week, so stay tuned for that.

Erin: All right. See you, guys.


Dalio, Ray. Principles: Life and Work. Simon & Schuster, September 19, 2017.

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