The Google Ads Aficionados: Insights on John Moran’s Shopping Feeder Strategy

[00:00:10] Matt: Ladies and gentlemen, welcome back to another episode of the Eternal Optimist podcast. I'm your host, Matt Drinkon. And today, oh, I'm like a kid in a candy store today, friends. We have an amazing opportunity to learn today. We've got Mr. John Mitchell on. Who's John Mitchell? That sounds like a very familiar name, a very regular name.

[00:00:27] Matt: Who is the everyday, the name John Mitchell? Well, you're about to have an introduction to Mr. John Mitchell here, and you're going to remember this. So. John is a serial entrepreneur. his technique with profile. What, you know what? I'm just starting to read. Let me just let John introduce himself. He's world famous and he's very good at what he does.

[00:00:46] Matt: I'm going to let him give the introduction, and welcome to the show. So first of all, John, welcome to the show today, sir.

[00:00:52] John: Matt, thank you for having me. I really like your podcast. listened to it. And, you know, I think your audience is going to find what I'm going to, share interesting and the ones that are driven.

[00:01:04] John: Are going to find it life changing. So, thank you for this opportunity.

[00:01:08] Matt: You're referred by a close friend. Mr Levin Ditchburn. I think he's the world's renowned courage coach, john is john mitchell?

[00:01:16] John: the easiest way to Explain it Is that when I was 50, I wasn't as successful as I thought I should be now, you know, I started out as a CPA became an entrepreneur at 30 was in like 7 different businesses in my 30s and 40s.

[00:01:34] John: And but when I got to be 50, I just wasn't as successful as I thought I should be and I had, 2 goals in my life to make enough money. So I didn't have to work. And to find the woman of my dreams. And so, unfortunately, I was falling short on both of them. And, on the money, you know, I always did well as an entrepreneur, you know, make 200, 000, 300, 000 a year.

[00:01:57] John: But when I hit 50,

[00:01:59] Matt: and

[00:01:59] John: I know this sounds materialistic, I realized that I had to start netting over a million dollars a year if I was going to ever have that exceptional life I always dreamed of. And then on the girl, I'd never been married at 50, although I did a lot of interviewing. A lot of interviewing, well, I call it interviewing.

[00:02:20] John: My, friends called it begging, but I prefer to call it interviewing. But yeah, nevertheless, you know, at 50, I'm like, well, how, how am I going to change things? And I remember laying in bed, it's probably three months after I turned 50, a pearl of wisdom comes to me. Go find the top book of the world on success and apply that book literally word for word in my life.

[00:02:43] John: And I'm like, that's a pretty good idea. So I jump out of bed and do a little research and to my surprise, Matt, I see that there's one book that's been read by 150 million people and the next best selling book on success has been read by less than a tenth of that number. And of course that book is Think and Grow Rich.

[00:03:06] John: And I'm like, I can't believe this. This is perfect. There's one book on success. It's the top book by a factor of 10. So, the next day, I'm like, make a beeline to the bookstore, I buy the book, I read the book, and then, man, I discover the problem. In the book, Napoleon Hill says there's a secret for success, but he only gives us half of the secrets on the reader to figure out the other half.

[00:03:34] John: Well, I'm bummed out, and I moped around for probably three weeks, and Then one day, you know, I just get up and go, come on, John, man, figure out the damn secret. and so I immersed myself in the book for probably two or three months. And I probably read the book 20 times and ultimately I figured out the full secret and developed a 12 minute a day technique to apply it.

[00:04:02] John: I started applying it to a new business. I was starting in the reverse mortgage field and. Suddenly my income starts doubling and doubling and doubling to where, you know, four years later, I'm blessed to be making, 25 times, uh, 200 to 300 grand a year I was making the prior 20 years. And the mad, I tell you what was cool is I could see why it was happening.

[00:04:26] John: and of course I felt so blessed. It was happening, and now I had, suddenly figured out how to explode my income. But what was fascinating was I could see why it was happening. I was just playing the game of life at a higher level.

[00:04:42] John: I could do things I could never do before. And I had this immense control over my life beyond what I'd ever experienced. And I just became fascinated that you could take two key scientific principles and apply them to your life and so materially impact your success. And so about 10 years ago, I decided to sell my company and share this with the world.

[00:05:06] John: And, a couple of months after I sold my company, I met the former chancellor and president at the University of Texas. I share my story with him. He says, Hey, you got to teach this at the University of Texas. And why don't we teach it together? So that evolves and then he introduces me to the athletic director and the athletic director says, well, hey, I want to learn this 12 minute a day technique.

[00:05:31] John: And so I taught it to him and he says, why don't you become the mental coach for our 18 head coaches? and then the latest and last sort of iteration of this is, the athletic director said, well, you know, let's, have the athletic. department sponsor your full methodology and get it into, the business school at the University of Texas, which is one of the top five in the country.

[00:05:57] John: And the athletic director has the stroke to, get that done. Whereas I probably wouldn't have the stroke to get it done. And so that's, basically my story. Well,

[00:06:06] Matt: what a fascinating story to see that here's what I heard. I heard that you were pretty successful at the age of 50, except for there were two parts that you hadn't quite figured out that you wanted, that you weren't satisfied with, and then you went out and one of those, you hit on one of them so far, is the financial aspect of it.

[00:06:26] Matt: You started to follow those principles and you went from a couple of hundred K to 25X that, And. Wow. Wow. just so fascinated by this that you had that the inspiration to do it at 50 plus, right? First of all, that's, super, but it's inspirational to me because I'm coming up that milestone here in the next three years, right?

[00:06:45] Matt: So inspirational to start. But second, guess would want to go back to that 3 a. m. Wake up. You know, because like to look at things in terms of what was the key inflection point where we started to take action towards that. Right. And for you, I think you started at 3 a. m., so can you take us back to that?

[00:07:01] Matt: What was it that made you make the decision to do it now? It's so many people might want to try what you're talking about, but they're still on the bench, What was the thing that actually caused you to take action now?

[00:07:14] John: Matt, that's a great question and you know, you're right I think there's a moment in people's lives where they really have to have a come to Jesus Visit with themselves, and of course, you know, when, when you're 50 years old, anytime you're at a decade birthday, you're going to be very reflective of, your life. at 50, I'm like, you know, it's now or never. either I'm going to make really big money. Now in my fifties or I'm or I'm not and you know, when I was laying in bed that night, the challenge was, think I'm doing my best course.

[00:07:48] John: Now I see that I was clueless about doing my best, but, but nevertheless, the idea of, oh, go find the top book in the world on success and apply that book literally word for word to your life. was a great idea and I again had no idea that there was one book above all other ones. And, you know, what I would say to your audience that's worth thinking about is do you create success in your life?

[00:08:18] John: Just think about that. How do you create success in your life? And, you know, when I ask people this in person, I see that they usually sort of stumble around with the answer and ultimately they sort of realize they don't really have a way of doing life. and then the more significant question then is, well, how's that working for you?

[00:08:42] John: Yeah, whatever they say, you know, and they may say stuff for a minute and often, like I said, oftentimes, they realize they're just swinging live. They don't really have a way. And when you ask him, well, how's that working? They'll go, well, not so well. Well, that becomes the epiphany that, they actually are just winging life.

[00:09:05] John: That they have, nothing pulling them forward to their desired life. And the effect of that is they keep on recreating. The past does that make sense? It deeply connects

[00:09:19] Matt: because these are simple yet not necessarily easy not necessarily questions people want to ask that I think they can go much deeper into so I love the question and I want to go deeper into it for myself.

[00:09:31] Matt: I want to journal about this question. Of my next journal time in the morning this is really good to start and I encourage every listener to take what john just shared How do you create success in your life? And then honestly, how's that working for you? Two simple hiding in plain sight questions, this is

[00:09:45] John: good And you know, maybe at the end i'll explain to you How I create success in my life when I give you a little more context. I think that would be helpful to the listeners but one thing would say to them is think about this We all have two problems we have to overcome in our life.

[00:10:03] John: The first one is we're innately wired for survival. And Matt, the problem with that is that it causes 75 percent of our thoughts to be fear based. We're reactive instead of proactive on our important agenda. And we're profoundly resistant to change. So that's the first problem. And the second problem is that we're, wired to be oriented to the recent past.

[00:10:31] John: And so the effect of those two challenges we all face is that when we each wake up each morning, we think about our problems. those thoughts about our problems cause negative feelings, and those negative feelings, Create more negative thoughts and we get in this continual negative loop, where we have nothing pulling us forward to our desired life and therefore we recreate the past and so as you're going to learn the solution to that.

[00:11:03] John: And, and I'll get into the actual secret of thinking grow rich in a minute is a 12 minute a day technique that I'm going to share with your audience.

[00:11:13] Matt: Wow, you teed it up perfectly. I'm excited. I'll hand you my seat over here. Let's hear it.

[00:11:18] John: Okay. Well, I'm going to share something with you really personal that I think that we'll put this in perspective for you and your audience.

[00:11:27] John: So, you know, I tell you about not being as successful as I thought I should be when I was 50. Well, there was a little more going on with me than just feeling that scarcity of time. My mom was dying of pancreatic cancer. and so she was in the hospital for like eight weeks. And so, every day after work, I'd go see her and I'd love on her and hold her hand.

[00:11:51] John: Then, Matt, I would go in the cold dark parking lot of the hospital and just cry my eyes out for like 45 minutes every night and I mean every night and you know, I knew obviously I'm, feeling the impending loss of my mom, but I knew there was something deeper going on. And when I came to realize after, Two or three weeks is that I felt like I was letting my mom down with my life. Because my mom and dad gave me everything. They sent me to Jesuit high school in Dallas. They sent me to the University of Texas when I was, 19 years old, paid for everything. And, you know, I just felt like, I was letting my mom down with my life and man, all I had to show for my life was an average life.

[00:12:46] John: And I hated the average life. I mean, I hated the average life because I knew I was capable of so much more. and you know, I always worked harder with my friends. but yet, it didn't show up. but here's the irony, I think, that feeling of letting my mom down caused me to go deeper into thinking, grow rich than any other human on the planet ever had to figure out the full secret.

[00:13:14] John: And I think that's why I was blessed to be able to figure out the full secret when other people couldn't. And so, and I, remember the night that I discovered the full secret. I remember like it was yesterday, it was snowing that night in Dallas and then snow very often.

[00:13:31] John: so I go and I see my mom and love on her and go in the parking lot of the hospital and pry my eyes out as usual. And so mad as I decided to start drive home and I see the big snowflakes hitting my windshield and. it just felt different that night. And so I get home and I'm like, okay, I'm going to read a little thinking, grow rich.

[00:13:57] John: And so I start reading. And the first thing I read is, Napoleon Hill says, your success in life comes down to your daily actions. The cumulative effect of your daily actions, determine your success in your career, in your marriage, in your health. Right? I never thought about it in such simple terms.

[00:14:18] John: But I'm like, okay, I'll buy that. And then Matt, I read something that blows me away. It says that 95 percent of your daily thoughts and actions are unconscious. And I'm like, huh, that's interesting. And then I'm like, well, I'm tired. I'm ready to go to bed. So I go brush my teeth, wash my face and get in bed.

[00:14:44] John: I'm laying there and Matt, I just can't stop thinking about what I've read that 95 percent of your daily thoughts and actions are unconscious. and I remember sort of sitting up in bed cause it's, you know, felt like, such an epiphany that, if your daily actions determine your success and 95 percent of them are unconscious, then you don't control the very thing that determines your success.

[00:15:11] John: and therefore, if you want to have a higher level of success, you have to gain control of those unconscious daily actions. And that makes sense, right? Absolutely, yes. Absolutely. you know, that was such an epiphany. I remember, you know, sort of looking in my backyard at that point and seeing the snowflakes coming down.

[00:15:32] John: I'm like, this is a turning point in my life. And as I'm sort of looking in my backyard, the full secret of thinking real rich starts formulate in my head, and I realize that the full secret is what you envision in detail with emotion on a daily basis is what shows up in your life. And let me say that again, what you envision in detail with emotion on a daily basis is what shows up in your life.

[00:16:03] John: And what that means is you take your life and you create immense clarity about exactly the person you want to be, exactly what you want to accomplish, and precisely how you can achieve your clearly defined goals. So you take that clarity and you put it on a template that I created. And the value of the template is it.

[00:16:25] John: Makes it succinct enough so you can, feed that to yourself and it takes 12 minutes a day. So, you put it on that template and then you start feeding it to yourself. Every day, and after 21 days, the science kicks in, the magic happens, and what you're feeding yourself starts showing up in your thoughts and actions automatically without thinking.

[00:16:47] John: and the effect of that is really 3 things. The first thing is, you feel an immense sense of control over your life. And of course you would, you're feeding the succinct articulation of your life to yourself each day. Second thing you experience is immense confidence, which is a direct result of the control you have over yourself.

[00:17:10] John: And then the, third thing is after 21 days, the right actions start happening automatically without thinking. And so that's secret

[00:17:21] Matt: Pause i'm drinking from a fire hose here and our listeners are we thank you for this. That was pretty cool. So Wow, it's the best kept secret hiding in plain sight and you just gifted it to us. Thank you. John. Sure. My pleasure. That was fantastic The right actions to start to show up after you've been doing this envisioning and been doing this practice, you know for 21 days it just kicks in and it becomes automatic and unconsciously competent it feels like and this right is fantastic let me

[00:17:51] John: give you an example of this, you know i've explained it In a theoretical, explanation, but I'll give you a very practical example, and this happened a few years ago, One of my clients decided, he wanted to come to San Antonio and he's bringing his girlfriend and I live in Austin and San Antonio is about an hour away and so he wants us to come have dinner with him and him and his girlfriend and my wife and me and so, It's Christmas time, she's out and about, I'm out and about, and I'm like, babe, you know, meet me at, Starbucks at 2 o'clock and we'll get in one car and drive to San Antonio.

[00:18:31] John: So, I get there a little early, and like I said, it's Christmas, and I'm like, you know, I'm gonna have a brownie. Okay, I start eating the brownie and one of the things, Matt, that I affirm to myself every day in my 12 minute a day, technique is that I'm aware of everything I put in my mouth. So I start eating this, brownie.

[00:18:54] John: I'm aware of it. I'm aware it doesn't taste very good, but that doesn't stop me from finishing it. And so, the ginge shows up. We jump in my car. We drive to San Antonio. And I tell her as we're driving, I'm like, babe, you know, sort of lost my appetite. I don't feel very good. But we go, and when I come back that night.

[00:19:18] John: I changed one word in my template from I, I'm aware of everything I put in my mouth to I evaluate everything I put in my mouth. Well, the next night we go have, Mexican food with her son and I order tacos. Tacos come and they're not very good except math this time. I'm evaluating everything I'm putting in my mouth.

[00:19:41] John: And I just slide those tacos away. I do it without even think it just happens automatically. And I remember that night when I was laying in bed, I'm like, boy, if that's not a superpower where you can get yourself to do the right actions automatically, I don't know what is a superpower. and, you know, I can give you examples In my marriage, in my, career, you know, I'm sure we might get into, you know, why did I 25 X my income and, and using this method, but, that gives you an example of it truly is a superpower. 100

[00:20:16] Matt: percent is, I love it. I feel like the way that I do my morning affirmations right now is about to take a serious level up.

[00:20:25] Matt: Just by hearing you speak today, this is fantastic. There's really two big questions. I'm still super curious about, why and how did we get to 25 X the income that you just mentioned married? I noticed you have a ring on, but we started the story with two things that you didn't feel you, you had, you've been a lot of interviews, but you didn't have that relationship yet, that special lady yet, so there's two places, the 125 X and, When did you find, let's go with the lady first.

[00:20:52] Matt: When did you find this amazing woman, that you call wife now?

[00:20:55] John: I found her about, a year and a half after I started doing this technique. I mean, not only did it impact my income, it impacted The even more important thing, my, partner in life. and, you know, the great thing about it is, you want to hear another little story about marriage.

[00:21:14] John: I mean, this is applying marriage. I mean, it is so damn hard to find her, you know, when I found her, I'm like, I damn sure don't want to lose her. And so I thought, you know, I'm going to affirm to myself in my, life GPS template that I'm flexible, patient and thoughtful. And I defined what that is relative to our relationship.

[00:21:36] John: And so I start feeding that to myself every day. And, you know, Matt, 15 days in. I'm no more flexible, patient, or thoughtful than I was when I started. But about the 21st or 22nd day, Ginger says something irritating. And I'm just telling you, in the moment, I was flexible, patient, and thoughtful because that's who I had become.

[00:22:00] John: And didn't work 15 days in is because That's how the subconscious mind works. as soon as you start doing this, it doesn't just automatically work. you've got to program it and you got to do it every day. and that's the lesson is that at the 21st day, at that point, I had finally, programmed my subconscious mind properly to the point where.

[00:22:27] John: It accepted the programming, whereas at 15 days, it didn't. Just that extra 7 days was the difference.

[00:22:35] Matt: Wow, thank you for taking the time to distinguish that, because a lot of people are going to hear what we're saying, they're going to try it, but they're not going to try it for 21 days. They might stop short and say this isn't working, And dear listeners, please listen, this is the most important thing, is that you're not going to get the results in a shortcut by doing it for a week. Listen to what John's always saying. Take some time. So this is again, fantastic. So is this still the affirmation that you use daily? Are you still flexible?

[00:23:04] Matt: Or does it work that now that you have installed it and it's programmed in you've evolved to a different one? How does that work for you?

[00:23:12] John: Well, yeah, great question, Matt. once you start feeding the succinct articulation of your life to yourself, Each day you understand your whole life deeper and deeper and you understand yourself deeper and deeper as an example.

[00:23:27] John: I still articulate that I'm flexible, patient and thoughtful, but I am sure that the details of that. that I articulate. Is different today was, 18 years ago or 19 years ago. and, you know, one of the things you'll, I think is that I'd want to say to your, your audience is the most significant thing I ever learned in my life.

[00:23:51] John: was that 95 percent of my daily thoughts and actions are unconscious. just think about the profound ramifications of that. Because Matt, you know, what I see today, when I talk to people, I will say, okay, do you believe that? and they will generally say yes. and if they don't, you know, you can go and Google it.

[00:24:13] John: Literally, if you Google what percentage of my daily thoughts and actions are unconscious, in big dark letters, it says 95%, and they cite the, Harvard study, and there's a ton of research behind it. So it's really Indisputable. But here's what I find interesting. When I ask, well, what are you doing about it?

[00:24:33] John: Nothing. Most people are doing nothing about it. And I'm like, are you not connecting the dots? Your daily actions determine your success. And if 95 percent of them are unconscious, you got to gain control over those unconscious daily actions. Therefore, Your subconscious mind controls your life and the subconscious mind responds to repetition.

[00:25:00] John: That's why you got to feed the succinct articulation of your life to yourself each day.

[00:25:05] Matt: Distinct articulation of your life to yourself each day. That'll keep Point that I'm going to inflect on your listener. Cause that, the difference between just doing it and maybe, maybe getting something from it.

[00:25:17] Matt: But then it's like going, trying to throw a dart at a wall versus a dart at a bullseye. It's gotta be succinctly articulated. That's what I'm feeling. So what's the danger if it's not succinctly articulated, if it's, Oh, I heard this one podcast and now I think I've mastered everything. I'm just going to go do it, but it's not succinctly articulated.

[00:25:35] John: Well, yeah, and let me just explain how the human mind works. you know, I discovered when I was a CPA, when I was like 27, that my, unique skill is I can take the complex and make it simple. And here's how the human mind works. Let me try and that here.

[00:25:52] John: So, conscious mind sets your intention and is influenced by logic. Subconscious mind controls your everyday actions. And it's only influenced by repetition. And the example is, let's say you want to lose weight. Well, the conscious mind sets the intention to lose weight based on the logic of the health benefits.

[00:26:15] John: Well, the reason people fail to lose weight is not from lack of intention. It's from lack of controlling their actions. they're eating, they're exercising, You know, since 95 percent of your actions, and thoughts are unconscious, then it's controlled by the subconscious mind.

[00:26:36] John: The doing part of you is the subconscious mind. And again, it's only influenced by repetition. And that's why when you feed the succinct articulation of your desired life to yourself each day, That's the repetition your subconscious mind needs to then, after it's rewired, to feed up the right actions automatically without thinking.

[00:27:02] John: Because you're going to be articulating in your desired future life, where I want to be on, say, losing weight or health, and here are the specific actions I need myself to take to do it. And so when you feed that to yourself every day, There's a point where they're where light goes on and it starts happening automatically.

[00:27:22] John: And that's when you see that light go on. That's when people go, whoa, this is a whole new way of doing life. And it's like having a superpower.

[00:27:34] Matt: I'm speechless at the moment, John, this is super cool to work through with you. I feel like I practice this better than most. talking with you today and hearing your description, I feel maybe like a top seated amateur who's ready to go into the major leagues, like you've given a major league description.

[00:27:53] Matt: Of something that most people are not even in the minors. They just don't even think about it or do anything with it. so grateful for this. So how did you turn this into 25x? How did you turn the concept a simple practice into 25x?

[00:28:08] John: started out as a CPA and that was good. So I got to see a variety of, companies.

[00:28:14] John: And, you know, at 50, I had 20 years of experience as a, an entrepreneur, And what I saw is that most companies, create a business plan and they look at it once a year, they update it, and they put it up on the shelf. And they don't think about it again. And so what really 25 X, my income was I defined six key things, my succinct business plan, my strategy for success, the two or three things that moved the needle, where I wanted to be with the business in three years.

[00:28:53] John: What the 4 or 5 milestones to get there would be and then the linchpin issue to go to the next level those in a nutshell is essentially what would be in in you know, 200 page business plan, but I was feeding all that to myself every day. And what was amazing was 2 things were really going on because there's this constant dance between the conscious mind and subconscious mind, the conscious mind, which uses logic figures, all that stuff out.

[00:29:27] John: but when you're feeding it to yourself. You're seeing it deeper and deeper and deeper, and you're understanding it logically, deeper and deeper. And then when you feed it to yourself, you know, the subconscious mind is just the obedient servant of the conscious mind. the subconscious mind just does what the conscious mind tells it to do.

[00:29:49] John: It doesn't have the benefit of logic to argue with the conscious mind. If the conscious mind feeds it to the subconscious mind, the subconscious mind just. Does what the conscious mind tells it to do and that's why this works. Does that make sense?

[00:30:05] Matt: Yes, it does crystal clear

[00:30:08] John: you know One other thing that you might find interesting is About five or six years ago.

[00:30:15] John: I decided I was going to show this to the top expert world on success because I wanted to see, you know, if I'm going to devote my, my life to it, I wanted to see if there was anything similar to it or, or if there were flaws to it. And so, I decide that Darren Hardy is the top expert in the world on success, arguably.

[00:30:35] John: And so, I write a big check, and I go out to La Jolla, California, and visit with him, and I take Chinchur with me. With me and the moment comes, I have my template and I explain it to him and he looks at it really studies it. He goes, John, this is really good. But he says, people are not going to spend 12 minutes a day on this.

[00:30:58] John: And I'm like, Darren, how the heck can that be? You know, it 25 X by income, time magazine did a cover story on the science behind it. And we're applying the central concept of the top book of world on success I mean, what do you mean they're not going to spend 12 minutes a day on it? And, you know, Matt, he sort of, leans back in his chair and smiles and he goes, John, you know, the dirty little secret in the success business is that most people won't do anything to impact their success.

[00:31:29] John: Because more success is merely a preference, merely a preference. And he says, that's 98 percent of people. He said, what you've got is only for people that are driven for the 2%. They're serious about it because. it takes effort and it's gotta be a priority. And, at the time, Matt, I'm like, well, you know, everybody be more successful.

[00:31:56] John: This, I would think this would be for everybody, but he was dead on. the last five or six years, since he told me that he's so correct. And so. I only show this to the 2%, like, there's no need for me to go on podcasts that aren't full of 2% ers, because they're not going to get it, which is fine, you know, but the 2% ers, when I present it, they're like, oh, all this makes sense.

[00:32:27] John: It

[00:32:27] Matt: John, from where I sit and I, I'm going to, I don't think this is ego talk. And I think this is, I think this is real. I'm in that 2 percent that person that wants to work on the game, that person that's committed to doing it, and you just give me an evolved lens in the way that I have been doing it, more succinct, and some possible.

[00:32:45] Matt: Milestones that you'd shared to put into that, I mean, 12 minutes a day, I'm already doing something for about 90 minutes a day to start every day to refine it and sharpen it. That's, that's the point that I'm taking from our discussion. And that's the point I hope a lot of our listeners are taking that if you feel you've arrived because you already have a solid routine, it's gotten you some success, then.

[00:33:06] Matt: This is how you might take what you're already doing and put it on steroids. Or this is how you might take and amplify what you're already doing. So if you want it, this is going to help you get there, is what I'm feeling.

[00:33:16] John: Well, you know, the latest iteration to this happened last year. Well, two, I guess, two iterations.

[00:33:23] John: The first one was I, created an AI algorithm, that will customize my template. To a person's life on all they got to do is they answer 40 to 50 questions, press a button, and in 10 seconds, my template is customized to your life. And, it's totally cool. I've included, chat into it. Some people use chat to help them.

[00:33:51] John: some don't. But it's a game changer. and, you know, I just wrote a book that launched last week. And, and, you know, I see that, you know, I look back and I'm like, why didn't I write a book 10 years ago? Well, because I had to learn. About people more as per Darren Hardy, you know, if I'd written the book 5 years ago, I would have missed missed it and I wouldn't have had the algorithm.

[00:34:19] John: But now the book is a very low barrier of entry for someone to. To learn this and and I even if created something for you and your audience, a nine minute video that explains, the secret and how to apply it. So, and that's free. All you got to do is just. Go to, www. themissingsecret. org, themissingsecret.

[00:34:52] John: org, and you can get the video, and if you want to, you can buy the book, too.

[00:34:58] Matt: Awesome. I'm going to do both of those things today. This is fantastic. And dear listeners out there, don't just sit on the bench on this one. You're giving a tremendous opportunity here. A nine minute video that can possibly unlock the dreams and a path to get there.

[00:35:13] Matt: I love everything you're sharing. I I'm all in. I'm going to do it. I'm going to talk about it online. This is fantastic. Sincerely, this is, this is fantastic. Please, are there any other places that we can find you, find out more about you, learn with you, John? Well, my, the name

[00:35:26] John: of my company is thinkitbeit.

[00:35:29] John: com. Thinkitbeit. com and, you know, I think what's different with what I'm doing versus everybody else in the success business is that everybody else is teaching people strategies and oftentimes very good strategies, I might add. But, you know, people have good strategies coming out their ears. They don't need another good strategy.

[00:35:55] John: They need to get a great strategy or great strategies to show up in their thoughts and actions automatically without thinking because. Once I, and I saw that happen that, that once I was, I was having great strategy show up automatically without thinking it was a whole new ball game. And that's why I was able to 25 X my, my income.

[00:36:21] John: And, and I saw that, that, you know, the book thinking grow rich is all about. Proactively manipulating the subconscious mind. Now, I've never heard anybody actually say that, but you know, there's a, there's a, there's a chapter on the subconscious mind on, auto suggestion. Well, and, and, you know, read Think and Grow Rich when you know the secret, you know, it, it jumps out at you all over the place, but it's all about proactively and with intention manipulating the subconscious mind based on the fact that that's how you have success because 95 percent of your daily thoughts and actions are unconscious.

[00:37:10] Matt: And John, this has been fantastic. I got my copy right here. I'm going to read it through a new, fresh lens. Now we're going to go take the, the nine minute video and how we might be able to apply the law and the secret, the missing secret. org is the place you could also go to think it, be it. com to connect with John, John, we're incredibly grateful to share with our community today and just thank you so much from the bottom of my heart.

[00:37:34] Matt: And you do have some two percenters that are listening to this and they're going to find great value in it. This has been exceptional. Right.

[00:37:40] John: Well, it's my, my Honor.

[00:37:44] Matt: Yeah. I, I loved it. I have, I have a couple last lightning round questions before we move to Yeah, sure. Wrapping up. Sure. And, I, I'd ask you this, we've talked about Think and Grower Rich, we've talked about, your application of the secrets and we've got so much value.

[00:37:57] Matt: Are there any other books you might recommend that have had an impact on you? Anything else that has helped you that you can share?

[00:38:06] John: The other bug that I'm big on is psycho cybernetics. Have you ever heard of psycho cybernetics?

[00:38:12] Matt: Yeah, I've never read it yet, though. No one's ever made a compelling case for me to read it. So, and I love everything you've shared, so I'm definitely going to read it. But why? Why would we read that one?

[00:38:20] John: Well, it's an amazing book.

[00:38:21] John: I read it when I was 19 years old. And, and, you know, and, and it's so powerful because at 19 years old, and I see this with my class, you know, they all feel like they're not enough. And, and, you know, I see that most 50 year olds feel like they're not enough, you know, and, and most people have a negative inner voice.

[00:38:49] John: And so psycho cybernetics gets into, largely how the human mind works and self image and how your actions. Had to be in congruence with your self image. And so, I just think it's a great book. And I make my students

[00:39:06] Matt: read it. Thank you. Thank you for your book recommendation. How about, about music?

[00:39:14] Matt: Is there a song or a genre, an artist, does music play a role in your life in any way that fills your bucket?

[00:39:20] John: You know, it does. That's interesting you ask me that. You know, when I was 57 years old, I learned how to play blues guitar. And it totally, you know, I didn't have any musical background that I could discern at a younger age, but, you know, when you live in Austin, they, they almost gave you a guitar when you enter the city limits.

[00:39:43] John: And so, and, and, and blues is probably the easiest genre to learn. And so I, I'm in a band and. How this relates to what I do is, the mind thrives on order, and music is all about order. And, and so, even in my class, I teach my students how to listen to music and understand the order and the beat.

[00:40:11] John: And I try and make it all simple, but music's a huge part of my life.

[00:40:19] Matt: Can we find your band on spotify because I would love to listen to it tonight during puzzle night. All right Sure,

[00:40:29] John: what is it the john mitchell band? No. No, it's it's nobody's business Which is a awesome Awesome, but you know man, it's pretty cool to to just you know, sit down with four guys And just make music and, and I just found that experience. So, so cool. And, and, you know, it's funny. I live on Lake Austin here and I created the deck and the band, our band will go out on the deck and irritate the voters and they'll, they'll come around and.

[00:41:04] John: Throw us beers and, you know, and there'll be a mini concert and whenever we want, because they'll come and just anchor and listen to us.

[00:41:17] Matt: That's not something that's going to be as easy to execute on before you 25x, before you start doing all this, but now you've got this. This this energy this place that you're going and I just feel a lot of love and energy coming from you You don't strike me as someone who's post 50 At least not in the way that you act.

[00:41:35] Matt: i'm sensing wisdom and a playfulness and we're grateful my friend, right? This is an acceptable, you

[00:41:41] John: know, the one thing I want your audience to know Is you are wired for survival and it and it causes again 75 percent of your thoughts to be fear based And you're reacted Well, that's a lousy way to live.

[00:41:56] John: It just is a lousy way to live. And, and, and, you know, that's why you have this negative inner voice. And I got to know the head football coach here at the University of Texas, Steve Circassian. Great guy. Yeah, we were in the college playoffs. We, you know, won the national championship. And, and I, you know, the other thing was funny.

[00:42:20] John: Harsh Manning was in my class last semester. And so I got to know Art, which is interesting because, you know, and he's a great kid, you know, in two or three years, he's going to be worth 250 million. So it's interesting to get to know him here at, at 18 years old. But, you know, as I pointed out to, Coach Sorek, I said, every one of your players has this negative inner voice and it comes from being wired for survival.

[00:42:50] John: And let's override that and and wire him for success And all it takes is 12 minutes a day. So and he's a big believer in this And I admire him so much. And so that's my mission.

[00:43:04] Matt: Ah, and and i'm putting together another dot here is that That if you go to darren's advice It was this is something that two percent are going to do most people aren't going to do this But if you look at the level of the college athlete, especially the university of texas athletics One of the best renowned programs in the whole country These are the two percenters all together in one room on this team and every team at texas basically You've got a fishbowl of two percenters that probably i'm getting eat this eat this stuff up, right?

[00:43:36] Matt: That's

[00:43:36] John: fascinating. Well, thank you. I tell you you tell me what you think about this because i'd like like your opinion So I see that for adults it's for the two percent for the and two requirements I think they've got a desire to play the game of life at their full potential that's got to be Important to them and they've got to be deep meaning they're reflective about their life Well, that's not most people most people are not very reflective on their life They don't really care if they're playing at their full potential, but the two percent do And, and I think that there's something about life that sucks people in to accept the average life as they go through adulthood.

[00:44:25] John: And that's why I think my, my class at the University of Texas is the, sort of the perfect venue. For getting them at exactly the right age because I'm getting them when they're seniors in college, typically, and yeah, and giving them an actual way of doing a lot because that's what this is an actual way of doing life that takes 12 minutes a day versus just winging life.

[00:44:52] John: And my idea is that. If you get them early, you're going to create more, way more two percenters, whereas if you don't, and they just start winging life like everybody else, they're going to get sucked into having an average life, and they're going to look up, and at some point, they just give up and go, okay, I give up, I'm accepting the average life.

[00:45:18] John: And, and I think, and they, and they accept being wired for survival and being innately wired to be fear based. And I'm like, what a lousy way to live when there's an alternative here. I don't know, what do you, do you think, do you think life sucks people in to accepting an average life over time? I think,

[00:45:41] Matt: direct answer to that question is I think that most people are probably going to, I don't know if I like the word sucked into living an average life, I would say that it's, they, they are going to live whatever is in front of them and put it on autopilot and just go.

[00:45:55] Matt: That's the way I would think about most, but the thought that comes to me, what I might struggle with. I love the two requirements. I mean, people have got a desire to play the game all out to their full potential. I love that. The second thing that they must be desirous of reflecting on that. And to me, when I have that reflective lens in my life, I am leveling up.

[00:46:17] Matt: We are growing. We are living that full potential. And. Even when I might get lazy, I call this lazy, most people probably wouldn't say I'm lazy, but I call it lazy if I don't do my Miracle Morning practice, if I don't do, you know, my, my version of the secret now, which I'm about to have a big level up on, thanks to you, John, but when I don't do that.

[00:46:37] Matt: Maybe I am kind of accepting whatever the 95 percent already is, and I'm failing to continue to, you know, pour into that subconscious. And it's like going to the chiropractor. If you stop pouring into it, I mean, you've got to go back. You've got to keep doing this. Like, for me, I've got to continue to do it, or I'm not living to that potential.

[00:46:55] Matt: So, long answer, short question. Yes, I agree with Being reflective and wanting to play out to your full potential. Yeah, I want to catch people on that. But I've been trying to convince people and sell people on the idea of being reflective. Of being the type of person who does journaling. And I found some people, maybe they're in the middle, open to that influence, they move that way.

[00:47:20] Matt: But the people that really want it, they always dive right into it. I'm going to try to spend less time trying to convince people to go into that reflective mode and more time just speaking to people that are already in that place professionally, or like you, catch them younger when they're more susceptible or malleable to being guided.

[00:47:40] Matt: These are, these are the thoughts that are coming out of my mind as you ask the question, John. Well,

[00:47:42] John: you know, I Good question. I'm impressed by what you're, you're getting because, you know, I look back five years ago and I'm like how unenlightened I was because I just didn't understand people. You know, I mean, I, I, I was old five years ago, , well, I'm not really old.

[00:48:01] John: I'm, I'm, ageless. But you know what I'm saying? That, that you would think I would, I had had, you know, that five years ago I'd had enough life experience that I understood people. And I look back and I'm like, you were clueless. You know, you, you know, I thought this was for everybody. And, and Darren Hardy had to slap me upside the head.

[00:48:25] John: And, and even though I doubted what he said, you know, it proved to be true. And you know, one of the things I find that's fascinating is some people will go, well, it won't work on me. And I'm like, wait a minute, are you human? This, this works on everybody is I'm leveraging you through science. This is the science of success, and I'm leveraging you through science.

[00:48:50] John: So, if you're a human, it can't not work, you know. And, and, you know, throughout my 30s and 40s, I was always looking for that, that one success formula that if you just did this, you'd be successful. And what's ironic is that at 50, I had become convinced it didn't exist. And then I discover it in the most likely place, in the top book of the world on success.

[00:49:15] John: It just wasn't on the surface. It had to be on Earth.

[00:49:21] Matt: I want to keep talking with you. I don't want to end the conversation. And, you know what, I don't want to end it just yet. I got one more question. Can you, this will be the two more to go, two more to go. Can you take it back, because I know that you met Ginger. She came into your life about a year, year and a half after you started this practice.

[00:49:38] Matt: What was that first time? Was it love at first sight? Was it, you had to play the game for a while and a lot of interviewing? What was that origin story about how you met Ginger? It was, lost at first sight.

[00:49:52] John: Yeah, people, people, we can't let her hear this, but, but, no, I, you know, I met her through a matchmaker and, you know, that's when you get to be 50. You're not really, although, you know, I was. The difference when I was 50 was, and, and part of it was, I, you know, I moved from, from Dallas to, to, Austin when I was 50, because I discovered all this, like I said, when I was 50, my mom was dying and once she died and once this started to take off, I'm like.

[00:50:32] John: Well, first of all, I've met it. I've dated every girl in Dallas and secondly, you know, I want more aesthetic beauty than Dallas because Dallas is flat as a pancake and, and Austin is like California. And so I moved to, to, Austin, it's like a blank sheet of paper. I didn't know anybody and I was, you know, you know, 50, 52, I think.

[00:50:57] John: And, It was so cool to have this new way of doing life and a blank sheet of paper And not knowing a person and just recreating literally recreating my life. And so I met her and You know Instantly I could tell I mean I wanted a girl that was had a great sense of humor and was sexy and good looking and Uh had a zest for life And, and she fit exactly, you know, I, in my template, I articulate, here's exactly the girl I want, and here's who I need to be to attract her.

[00:51:38] John: And it works.

[00:51:41] Matt: Somehow. This is fascinating. You're, you're, you're drawing parallel because when I met Mark Victor Hansen from the chicken soup series book, he shared something very similar to me when he met Crystal. His wife, he wrote out the list of 254 qualities he's looking for and he did his affirmation to find that and And it's just fascinating that that this works Yeah, you know

[00:52:04] John: You mentioned something that I find and thank you for the great questions.

[00:52:08] John: I'm totally impressed with you. You know, you talk about affirmations. Here's the problem with affirmations. Affirmations are good, but you need to have context to the affirmations because when you like in my methodology, there's affirmations, but they're really put in the context of your life. When you're feeding the succinct articulation of your desired life, to yourself each day, you're giving context to your life.

[00:52:42] John: Besides defining those, those affirmations that you want to do this, you want to do that, you know, it's, it's all sort of fits together and weaves together on my So it's, it's, a couple of levels up from just reading, affirmations. Does that, does that make sense?

[00:53:03] Matt: I feel like I've had, and this, this may sound weird.

[00:53:07] Matt: I feel like there was a veil. It was kind of over my eyes. It was a good veil. It was good. Rose tinted glasses because affirmations have helped me tremendously. Yeah. Right. And. They are affirmations. My affirmations, I read them every day. It takes about seven minutes. I've done this 98 percent of the day since July 27, 2015, these affirmations, they don't have the way that you did it.

[00:53:28] Matt: My affirmations are on the qualities that I am. So it's who I'm being. It's not been focused on by the succinct articulation of the desires I have in my life. It has always been around. I am the source of energy. I am the light in the sun and I radiate energy wherever I go. So it's about energy, positive optimism, self discipline, and habits and work ethic and discipline.

[00:53:50] Matt: Those are the things that I affirm every day. But nowhere in there is it to the depth and the specifics that you've shared today. So I feel this is like a right. Yeah. Well, I'm starting over right now in a really good way.

[00:54:05] John: Well, what you're doing is very good because part of it, you've got to affirm who you are, but you know, at the end of the day, your success is going to come down to the specific actions you take in each area of your life.

[00:54:19] John: So you damn sure better be feeding to yourself. Here's the actions I need to take. In my business, you know, here's what moves the needle and this is what I need to focus on and and here's my strategy for success and here's here's what I need to do to enhance that strategy and and because the subconscious mind only responds to things that are specific.

[00:54:42] John: If you, if you say to it, I want to be successful, the subconscious mind goes, I have no idea what that means. Tell me specifically what that means and how you're going to be successful. And you know, I, I think that maybe the final takeaway on all this is I found that unless you have something that gives you an advantage in life, an edge in life, You're going to get the average life and, and that's what I feel like I bring to the table is something that gives a person a true edge in life.

[00:55:19] Matt: Yes, and I'm going to ask you the last question in a second, but I want to put one more thought in here for our listeners is that I've been on this journey, dear listener, for quite a while. I'm 47 and I've been to what you might call the personal growth space, the expansion abundance mindset, call it what you will.

[00:55:37] Matt: I've been in this space for a while and have been successful at it. And I feel like a kid in a candy store today. What John has offered us, it's so fundamental to helping to level up every aspect of your life. The succinct articulation. Of your dreams and desires in the template of format that john offers, I feel like I've been doing it in a very high level.

[00:55:58] Matt: I feel like my own level is about to go to a level. I don't even comprehend yet because i'm in my own 95 right now I'm studied i've done well And beginner's mindset, there's a chance to learn and grow and john just gave gave us a tremendous opportunity So I employ you as your listener, especially those of you that listen frequently that text me and we have contact around who I interview Do this listen this nine minute video and and consider what john has to offer because this has been absolutely phenomenal this I'm humbly grateful.

[00:56:29] Matt: This is eternally grateful. This is this has been a great treat today. John great treat. Well, you're a you're a master of your craft Well, thank you. Thank you. I appreciate it. Thank you for the opportunity. My pleasure. Here's the last question. You're, and you have the last word. You're on the Eternal Optimist podcast.

[00:56:46] Matt: What might Eternal Optimist mean to you, John?

[00:56:51] John: You know, I think, and I was just talking to my class about this yesterday. You got to believe that your life is going to work out, that, that God is going to make your life work out if you do your part, which is doing your best. Okay. And you know, when I was in, I don't know how, how, how, are you, are you very religious or spiritual more?

[00:57:16] Matt: Well, both. We go to church every Sunday. We go to a Christian church. So yeah.

[00:57:20] John: Okay. Well, you know, whether you're religious or spiritual, I think that you have to fundamentally believe that if you do your best, Life is going to work out because I wasn't so sure of this in my forties. And, and, you know, one of the things I saw that was interesting was when I, I was so clueless when I was in my thirties and forties on what doing my best was, you know, I thought it meant getting up at five 30 in the morning.

[00:57:49] John: That's it just effort. And then when I got in my fifties, I'm like, Whoa, wait a minute. Well, doing my best is six things. Yes, it's getting up early. It's being highly organized with the, simple system. It's deep thinking two times a week. I have a, you know, three step process for that. And I know you're into that.

[00:58:15] John: It's, being a conduit of learning, having the wisdom of experts flowing in your head, that is strategic relative to what you want to accomplish. It's focusing on what moves the needle, and it's understanding how the human mind works. That's doing your best, and I saw that, that, that, Deeper understanding of doing my best in my fifties was infinitely better than my thirties and forties.

[00:58:42] John: And that's why my thirties and forties. I wasn't all that successful because I was fooling myself about what do my best ones.