Ep503: Stu Heinecke – Never Cling to One-to-One Leverage

Andrew Stotz 00:02
Hello fellow risk takers and welcome to my worst investment ever stories of loss to keep you winning in our community. We know that to win in investing, you must take risk but to win big, you've got to reduce it. Ladies and gentlemen, I'm on a mission to help 1 million people reduce risk in their lives to reduce risk in your life, go to my worst investment ever.com today and take the risk reduction assessment I've created from the lessons I've learned for more than 500 guests fellow risk takers, this is your worst podcast host Andrew Stotz, from a Stotz Academy, and I'm here with featured guests do Hynix do. Are you ready to rock?

Stu Heinecke 00:39
Oh, yeah, I'm ready to go. Let's do it.

Andrew Stotz 00:41
I'm been excited to get you on for a while. And let me introduce you for just a moment to the audience. Ladies and gentlemen, Stu Hynek is a best selling author, one of the Wall Street Journal's cartoonists and a twice nominated Hall of Fame. Famous marketer. His how to get a meeting with anyone was named one of the top 64 sales books of all time, while his next book explores a new growth strategy model based upon what weeds his latest book that's coming out how to grow your business, like a weed will be released in June of this year. Steve, take a minute and fill us in about the value that you bring to this world.

Stu Heinecke 01:25
Well, you know, I think one of the things is I bring mischief to business. And that's been a blast, like, bring mischief to anything and have a blast with it. But I think mischief is one of them. Because you know, I've used I'm a cartoonist, because as you mentioned, and I've used cartoons, my whole career to break through to people. And I know that when they get them, they're just Just what was this? What word? Where did this come from? So and, you know, if it's, if it has to be on target, so if it's on target, and it's funny, and it's and it says something positive about them, they will keep that in their office, the rest of their careers. So that's one but the other is that, you know, I'm, I'm pre launch on my books. So one of the things I have to do is I've got to, I've got to revamp my website, my author website, because right now, it just talks right now just talks about getting meetings. And, and so, so of course, we have this amazing book coming up how to grow your business, like a weed. And so my website has to be just completely redone. And one of the things that I realized is I'm writing copy for it, and I'm doing the design and the copy for it is like, what does all of this have to do with each other, like cartoons, and getting meetings and growing your business like a weed? How can they possibly be related, but it turns out they are. And the reason is that my whole career has been devoted to helping clients grow and where I can to help them grow explosively. So when I used cartoons and personalization in direct mail campaigns for magazine publishers, that's how I started in business. I was creating these campaigns, it looked like nothing else in the mail. And I had a cartoon on the, let's say, the outer envelope or on the front panel of a postcard or something. The cartoon caption was personalized. And so that cartoon was about you, as the recipient, it was about you. And like nobody ever seen this. And I was doing it for all kinds of clients. But certainly the business clients really got a chart. I mean, there's some I said all kinds of records for business publishers using, that crazy little lift factor approach. So there was cartoons, helping them grow. And it was how I was helping them grow their circulations like crazy. And then the weeds thing. Well, the weeds book comes from, I mean, it's biomimicry, just like where sonar comes from and flippers and flight airplanes, helicopters, etc. Some of our best innovations come from nature and, and well, I was driving down a freeway what actually, I think you know, the freeway Well, the Santa Monica freeway, and and you know, six lanes of traffic going one way, six, six coming the other way, maybe a 40 foot wide, concrete medium in the middle. This is no place for a plant to grow. But what I spotted really quickly was a Daniel and growing up just growing out of a crack in the concrete. And I just thought, well, it's not an unusual sight either way. We see it all the time. But I looked at that I just said, Oh my God, look at this thing. You know, there it is. It's just in the middle of a freeway. It was in the media. That least it was in the roadway. But it was just kind of bouncing around. I probably the smoggy turbulence of us driving by just kind of bouncing around running its process. And it didn't look like it was unhappy look pretty happy actually, like I don't think it was just thinking to myself, it probably wasn't sitting there saying, well this sucks. I always saw myself as living at the beach man. Be an oak. Yeah, we're being a big I get up. But well, it's actually it's significant because, you know, we're used to seeing dandelions do this. But it was significant that I guess that it wasn't a rosebush, an oak tree, you know, a Petunia, because those plants can't cut it as a weed. Weeds do everything they do is done with unfair advantages. And at this really incredible, incredibly aggressive scale, both in terms of mindset and an actual scale. And if you watch what they do, they're just unbelievably such perfected. I would say disruptors are examples of disruption, they're just perfect. So anyway, so all of it has to do with either fueling growth, or providing strategy for growth is kind of the whole point of all that.

Andrew Stotz 05:54
And when it comes to a weed, I guess they also get scarce resources that they're that they're able to maximize, because I'm thinking about, yeah, anybody can grow like a weed, if you're just got tons of resources, but many of these weeds are growing in very, you know, as you said, you know, in a cement laden area, or, but yet they still with minimum amount of resources are able to grow. And that's part of what I like, for the listeners out there, you can go to also, I'll have to show all the links in the show notes. And there's a lot of things that are worth going to, but just to see the video that you've done, which I think you have on your website, also, but also on your YouTube channel that you recently put up for this book. But just the explanation of it kind of just blows your mind, because I never really thought about it that way. And then when you see, it's like swimming downstream rather than upstream, when you say, how could I take advantage of what we do to grow fast? So it's just mind blowing?

Stu Heinecke 06:56
Yeah, yeah. I mean, you, I think after reading this book, you will never look at weeds the same way. You'll you'll you'll, you may still see them in your lawn. I'm sure you will. But you'll look at them. You'll watch what they're doing and appreciate what they're doing. And then maybe you'll pull them

Andrew Stotz 07:13
out actually reminds me of a book that I read. And by Chet Holmes called The Ultimate, the Ultimate Sales Machine. And I yep, I was just so mad when I finished that book. And in some ways, I feel really frustrated when I read get the meeting, and I started to kind of look at what you're doing. Because with Chet Holmes, I felt like, you know, there's $100 bills all over the floor, and I've just been walking past them. And I never picked him up. And he's, you know, he's just saying, here they are. And it's the same thing that you're seeing. And I just had an idea in my head. I had a course an online course that I teach. And so I thought it would be fun to do some cartoon characters in this course. But I don't know how to draw. Well, I went onto Upwork, a, you know, a site for people and I said, is there an artist, I found an artist, and they did a rendition of me, and of this guy and that guy, and I said, I want a guy in his underpants on a computer in the middle of the night with numbers flying out. I said, like, that's my kind of guy that I want. And he came back with these great, so it just made me think, okay, if I can't draw like, like, Stu can? Well, I have two options. One is I could draw my worst picture and say, and send it because this is my I'm working. I'm taking a drawing class. And this is my first version of you. What do you think I'm not named the worst for nothing. Or I could go out and I could find a good artist that for a very low price could come up with some really nice things that I could then incorporate in the way I communicate. What do you think about that?

Stu Heinecke 08:45
Well, I mean, I couple of things rushed to mind. One of them is, you know how to get a meeting with anyone to get the meeting both of the books were based on I started. The first one was how to get a meeting with anyone. And the genesis of that was I used cartoons to break through the print broken through the presidents and prime ministers and celebrities. I mean, it's mischief. It's great. That's a blast. And I've used cartoons to do that. But in no way am I saying you have to be a cartoonist to do this, or this is just about cartoons. So in fact, the reason why I wrote the first book was because I started hearing stories will have to think and aren't cool, have a secret weapon I can get through to anyone. But then I started hearing stories about what everyone else was doing to get meetings and it was fascinating. People use the most incredibly audacious means to get meetings to change their lives. There was one guy who used well, I'm gonna use I'm just gonna say his name, but somebody used a pigeon to get a meeting with Steve Jobs. He wasn't the no cartoons involved. And someone else ran a full page ad. A contact letter is a full page ad in the Wall Street Journal, it cost him $10,000 Just to run it. But that was to reach Larry Ellison. And it was to open a conversation with Larry about perhaps buying this fellow's clients business. And it turned out that he was interested. And they, they met, he was interested. And he'd spent all the acquisition was $350 million. Just a three point 5,000,000% ROI on that campaign. It's crazy. And the highest ROI that I've seen from these campaigns that others all of us are doing to, to reach people who can change our scale is a campaign that was done by a little startup called Aura brush, they made these some tongue cleaners and, and they wanted something, you know, they wanted to sort of grow, everyone wants to grow, but they wanted to grow beyond where they were, they were a year old. They were using YouTube ads to draw people to their site. They've done a million dollars worth of business the first year, which is really good. And they thought well the thing that's next is we've got to get into Walmart and not just a few Walmart's but all 1600 of their stores. So they went through the usual process of see the funny thing is, I'm really, I love risk, like, so we're gonna have an interesting dynamic here. But so they went to the first thing they did is that okay, well, let's we'll apply, like all they tell us to apply, will apply through their, their vendor portal, and let's see what happens. Well, nothing happened. And so some of the younger staff members got out the three guys in marketing, got really frustrated with it. And so they put up an ad on Facebook, and they targeted the ad to the Bentonville, Arkansas, headquarters of Walmart. So the right zip code, and also a certain age range and educational range, what they were trying to do is at least target the the executives at Walmart, if not the right buyer at Walmart. And within 48 hours, they heard from Walmart, and they were pissed. Because they said, the ad said Walmart employees have bad breath. But if you buy our product or something like that, if you buy our product, you won't and so they were pissed. He said, What are you doing? Was this? Did you run this nationally? Yet? Or is that you first of all? Yes, it is. Did you run this nationally? No, not yet. No, no, no, we just targeted it to you. Really? How'd you do that? Let me explain it that way. You guys are pretty sharp. Digital markers you have Yeah, we are this is what we've been doing. And then before they knew it, they were put in touch with the dental products buyer and Walmart. That buyer said, Can you can you support an order of 735,000 units, which was, which was like, let's say, one and a half times the, their entire earnings for the previous year? Not only that, I think was more like 2000 2 million? I'm not sure. But so and then I interviewed their CEO, and I said, Okay, so you went from a startup, and you were making a million and a half, something like that. And then you went to 2 million or something like that, when they went to 2 million suddenly would that order? They went to 2 million? And then they said well, so. And now suddenly you've broken into Walmart. So now you're being rolled out in 6800 stores, what did that do to your valuation? And he said, I think that I think multiply that by 10. So that was that was that was what it was it was a million dollars with the sales. He valued the company to x sales. And so they went from, from a $2 million valuation to a $20 million valuation and got a million and a half dollar order from a $28 ad in Facebook. So it's actually about mice minds about audacity and taking risks. Actually, I love taking risks, because that's where were the really I think were the really great stuff. That's

Andrew Stotz 14:06
so there's a lot of things I want to mention about that first one is when I was talking about Chet Holmes, I felt like there was $100 bills on the ground. And when I read your book and started understanding what you're talking about now I feel like there's $1,000 bills on the ground. For everybody out there, I think you got to pay attention. And also I think there's a few different things I just want to go through. On your book. I'm just holding this up for the viewers get the meeting, which is the latest book before the new one comes out about growing like a weed. But I just want to review what you wrote about content marketing first audience who are the people who can change the scale of your career, or business. And I think that for all of us, we've got to think about who is that person that we really want to reach and if we're not thinking focused like that, then we're just you know, shotgun You know, out there, and we're missing the mark. Second metrics, test, relentlessly track ROI. Try new approaches in steer campaigns using metrics. Number three Audacity. Here's the risk taking, be audacious stand out, leaving them saying, wow, hey, you got to see this. And finally multimodal use various channels of communications to break through and stand out. I just think that that is really a challenge for all of the listeners, myself included, to really say that you've got to put it all together. But I think the first thing is you've got to get your target, right, each of the examples that you've talked about was specifically targeted at a specific person or company that you fit that they felt is going to change their business or their life. Is there anything you would add to that?

Stu Heinecke 15:50
Yeah, I would say it's not just one person, but you want to, you want to identify a handful of people, it could be up to 100, actually, in, in the first book, I said, former top 100 lists, and, you know, constantly cycle pick people on or off it based on whether you reach them or not, and when maybe how your priorities change. And I would say that, okay, so I think a lot of your listeners are working with, they're in the financial industry, and they're working with clients, maybe high net worth individuals. And so you're gonna be reaching out to those people. But you should also be reaching out to, let's say, referral sources, because you want to start setting up strategic alliances. And you might want to start, I mean, like in my list, it's not as formal as saying, Okay, here's my, here's my spreadsheet. But in my list, there are constantly new people cycling in, actually just for mischief, for the sake of mischief, I'm trying to get on Joe Rogan's podcast. So we'll see, I don't know. Like, I don't know if I fit in as a guest at all, but he's really interested in weed, and I'm interested in weeds. So we'll see what happens.

Andrew Stotz 16:59
Ladies and gentlemen, you heard it first year, I have no doubt that we're gonna see you on Joe Rogan. No. And one of the thing that it made me think about too, is the idea that when you talked about risk taking, you know, in some ways, if you know, for the listeners out there, you can't see it. But in students background, you see his cartoons and his drawings, and a lot of it's about weeds, it looks like now, but I know that you've got this really creative space. And in fact, you could argue that your type of talents, your type of career is actually supposed to be risk taking. You know, you're Yeah, I think so. And so sometimes for a person like myself or for others in financial or other areas where like, we're trying to minimize risk, or we're trying we're scared of risk. And so what would be kind of the words of wisdom that you would have for us, it's kind of taking that first step, and saying, I've got to embrace some of this risk, or else I'm never gonna be able to grow like a weed.

Stu Heinecke 17:58
Well, I'm gonna tell you a couple of crazy things. One, I'm married to a penthouse cover model from Copenhagen. I saw her in a magazine, and I and I reached out. So what would have happened, if I didn't reach out

Andrew Stotz 18:13
$1,000 Bill right there on the ground.

Stu Heinecke 18:15
I just, that's, that's the big, that's the meaning of my life, actually. Keep going. Um, and so. And I'll tell you that my, one of my favorite experiences, was jumping out of an airplane. Precisely because it was the scary it had been the scary, it's not now but it was the scariest thing I could think of doing. And so you jumped out, let's like, let's say you do it with a tandem jump. So you have an instructor strapped to your back, and you jump out and you do a minute long freefall, and your life changes. Like as soon as you go out the door, your life changes. It's, it's drastic, it's incredible. And by the time you get down for like, you're just going oh my god, this is like you're just overwhelmed with how cool it is. It's amazing. And then finally, poof, you know, maybe 300 feet or sorry, 3000 feet above ground level, they pull the chute. So now you're flying around again, the finally landed, and like you can't wipe the smile off your face for weeks. Like so. So those are doing you know, so I guess I really love risk because a lot of times it's just like, well, what's what's the downside? Well, like what happens if I can't reach Joe Rogan? What you know, then I didn't reach him. You know, so I move on to the next one. But, but if I do, then it pays off in ways like I just described like, you know, then suddenly you're married to a penthouse cover modeler like out of nowhere. So,

Andrew Stotz 19:49
my my, my fellow risk takers are going to really criticize me if I don't ask you. Please tell us how you did that, you know, introduction to your wife.

Stu Heinecke 20:00
Well, I started the magazine and I reached out to the magazine, I worked at that point, I worked a lot with magazine publishers, but those were my, that was my, my customer base. So, I mean, this magazine wasn't, but I reached out and I said, Hi. I'm actually I was working, I wanted to turn this into a film. So I said, I'm working on a film. There's a model on page such and such of this issue. And I'm wondering if you can, I'd like to interview her. So I don't know where she lives. I'm coming to New York next week, but I'm also going to Stockholm in a month. I don't know. She must live in one of the she looked like she lived in one of these places. So would you tell me how to reach her? Did she have representation something? So they go back and say, Well, her name is Charlotte. We don't know if she speaks a word of English just that they wrote back was kind of cool. To correct but but so they wrote back and said We're her name is Charlotte. We don't know if she speaks a word of English. Here's her photographer's name. And number Good luck. So I reached out to Mika aka the photographer, told them what I was doing, and which is I wanted to interview Charlotte for this film. Project. I had mine. And so he said, and I said, like, you know, I'm going to Stockholm. So we, you know, I have to arrange the flight. I guess I could fly her to Stockholm. He says to trust me, Charlotte is so difficult to work. That's what he said. He said, I've trust me. She will never, she won't fly to Stockholm to meet you. But why don't you change your booking come to Copenhagen instead. And we'll you know, there's some other models you should meet. And so, okay, what a great trip. This is good. This is gonna be a blast. And it was the most amazing experience I've ever had. Now, here's the really interesting. So we he and he's called her and said, Could I kind of give you give this guy your number? Sure. Give him my number. He wants to interview? Sure. So we arranged to the interview. And then I thought I can't just leave it like that. So I called her back and I said, Look, I could I hire you to be my guide that day. Could you show me around Copenhagen? And she said, Nope, can't hire me. But I'll gladly do it. So I spent the whole day with her. Walker. She showed me around Copenhagen was a blast. Now, here's the real kicker. And I thought, well, when I get home, and I tell my friends this story, they're gonna say what are you nuts? She was engaged at the time to the karate champion of Denmark. Here's the thing, I guess. Just fun information. All it's gonna do is make the story more interesting. I mean, like, I didn't expect we'd have a showdown. And we just, he just sometimes the things that show up in life, you just go okay. Okay, cool. Wow, what a story this is gonna make. So that's how that's how that happened. I mean, I'm still shortening it a lot. But she didn't like she was she didn't say, well, then let me only engage myself. Right? Because so he blew it. And we stayed in contact them. things progressed,

Andrew Stotz 23:08
I think, I think the point, the lesson I learned from you is, how do you start that conversation? And it's up to you to kind of carry that conversation and deliver value with your product, your service, or your personality, or whatever that is. So if you don't see the value afterwards, then you're not really living up to you know, what you're trying to sell?

Stu Heinecke 23:27
Yeah. Yeah. I think also, maybe the message is if to the extent that, do you have financial advisors, let's say, in your audience, I know that all everyone's looking to reach out to high net worth individuals, those are the brass rings. And so you got to of course, you have to have value, but I think you also have to have the audacity to reach out to them. I'm thinking that, you know, most of the visors are probably similar. Yeah, of course I do. But so you've got to put that into action. And when you put it into action, then just amazing things happen.

Andrew Stotz 24:02
Mm hmm. Yeah. So let's, let's just take a minute, I know, we've got a limited amount of time. And I'd love to just get a short, you know, summary of your worst investment ever. And I know, we've also talked about the four pillars in your new book. And this ties into that final pillar, maybe we could just do a quick summary of that, because I don't I don't want to take too much of your time. So if you could do tell us about your worst investment ever?

Stu Heinecke 24:27
Well, I gotta say, first of all, I don't invest outside much of my own business. And, and so and where I have actually, I've been really lucky, they've paid off really well. But I would say that the, you mentioned the four pillars, as well. One of the things that weeds do, one of the things that I learned from weeds, just an incredible lesson from them is that they never do anything alone when you see a dandy line in your lawn. It's look up because it's not just one there. If it was just one dandy line, they wouldn't be a problem. But when they're when you see one look up, and you'll see 100, maybe or more. And the fact is that they somehow, they've just evolved that they do everything a collective scale. And in that teamwork, they, they overwhelm, and they win, they just keep winning. We, on the other hand, humans were taught to, I think, let's say, from the time we've played, we first played musical chairs, we're like, Where the hell did my chair go. But then you realize, oh, my gosh, like this, that's how life works, okay. And now I've got to watch it, and I've got to be on top of it, or I'm not, or I'm gonna lose the game. And so that's, I think that's where it starts. And then you were told, go to school, get good grades, get good grades, get into a good college, get good grades there. And and, and then get a good job. And here's the thing, we can't scale jobs, you can't have 1000 jobs, there is no scale there. And even when you even when you do like what I did, which is I went into business for myself, I got the greatest client, so I'm gonna got Time Inc. and Conde Nast, and the Wall Street Journal, and Forbes and Harvard Business, review, all these huge clients. But all of what I was doing was still one to one leverage, even though you know, I thought, oh, man, this is cool. Every time I create a campaign, it's like what, what I might have made in a year salary in my previous jobs. And so that's pretty cool. Well, okay, but it's still not scalable. I didn't realize it, I was I've stuck to one to one leverage, have clung to it. That's probably my worst investment, let's say in my life is clinging to One to One leverage. And I have a pretty smart guy, I can teach myself to do things. Now we have YouTube, you can go out and get a test, I mean, a tutorial video to teach you to do anything. And that's cool. And you should be learning new things all the time. But you have to, you have to if you want to scale something, you have to have a team. And, and so I would say that everything that I've done that, that has been, let's say sort of doggedly pursuing one to one leverage is probably the worst investments in my life. And I don't know, like, like, let's say, at one point I wanted to control so good. Another thing is, it's often about control. So I wanted to control production on some of my direct mail campaigns, so I bought equipment to produce it myself. And it was a lot of equipment. It was, it wasn't cheap. And then, and but I bought it because we had a client that said, Yep, we will guarantee we're going to do this much business over the next few years. If not great, I'm not going to, I'm not going to put this out to someone else to, to produce it when I shouldn't have, but I'm not going to put that out there. I'm not. And then this client went away, halfway through. And so there I was, with expensive equipment and a lease, or leases, I should say, and my anchor client was gone. So I really believe that it's, it's more of a, it's more of a almost a mindset thing that we have to get away from the weeds of topping that we have to root out all forms of one to one leverage in our in our operations and our businesses and our lives. And we quickly then move on to multi scale, sorry, multi, multi channel Scale, which is, you know, for financial advisors, that would be the immediate thing you could do to grow your business would be to go out and, and, and foster a referral network, start finding referral partners and work with them right away, and you won't, you'll grow your business just by doing that. If you start playing, if you start teaming with CPAs, and attorneys, you will grow your business. And, and so but it's it's about forming a team, and eventually you'll form a if you continue you'll you'll form a big team, you'll have a staff, you'll have a team of people that if you're if you're doing it right are sort of a patch, they act as a patch of weeds, or as a field of weeds all working together toward the same goal really toward maybe the same. Not even just mission but a movement, maybe a moment in time if you're doing this quite right. And and and everyone's everyone's working with the same process. And they're it's a growing and living process of the fierce process, which is what leads us and that's how you scale things. And so, to the extent that I've not done that, and I've made this mistake throughout my life, those are the worst. The worst investments of time and money that I've that I've made.

Andrew Stotz 29:47
Yep. I am going to pull out a quote from what you said exactly. Later, but the quote that I'm I'll try to say it it's just that we have to root out this one any place that we have one to one leverage. And I think for the listeners out there, that's a huge challenge for you to see what is not scalable in your operation in your business in your life, you know. And I was just going to add in, I wrote down some things that I would say that I took away from our time together. One of them I wrote down earlier was don't do it alone. And you've already talked about referral partners and other things. And I know for a person like myself, I'm a self reliant guy, I don't want to ask other people to help, I don't want to bother other people. And you're inspiring me, and you inspire me through the book to say, reach out, there's a big world out there, and people do want to work together. The second thing, and that goes back to what you said about referral partners. And then, but the second thing I wrote down is, I thought, all of these, what is every farmer dealing with? That just got it out there buying all these weed killers? Why? Because weeds are so relentless. And you

Stu Heinecke 31:03
want to know how now awesome weeds are a couple of weeds, because I just have to interject this there are a couple of weeds that are making making their way across across the architects architecture, agricultural fields, you know, farms across North America, maybe and maybe all six continents. I mean, they're weeds are everywhere, every continent except Antarctica. Anyway, there's this one weed there, that the farmers are using all sorts of herbicides to get rid of these weeds. There's one weed that the waterhemp that has evolved immunity to round up and it took it for years to do it just four years. Is that? Well, that's scary, but it's awesome. I mean, for the week anyway, from a strategy standpoint, that's just incredible. It did it by it changed essentially changed this process, and evolved around it. It's not amazing. So sorry, I just just had to throw that in.

Andrew Stotz 32:03
And in 1971, a very famous band wrote a song about weeds. Oh, and it wasn't about the weed that Joe Rogan smokes with when you're gonna be on the show with him. But it's another one. It's called Return of the giant hogweed written by Genesis in their album nursery crime. And it starts off turn and run. Nothing can stop them. Every around every river and canal, their power is growing, stamp them out, we must destroy them. They infiltrate each city with their thick, dark warning odor. So there's about weeds and I think you got to take that one and play with it. Well, that's pretty cool. I didn't know I didn't realize that the return of the giant hogweed a fantastic Gosh, that's, that's crazy. Take a listen. I want to just highlight to the listeners, your resource that you would recommend that they go to I believe you're offering something on your site, maybe you can just tell the listeners for that.

Stu Heinecke 32:59
Yeah, with apologies to because I'm redoing my site we're working on right now. So that if the site isn't looking the way I want it to look, but it'll soon look different. But there's an offer for the first two chapters of how to grow your business like a weed. And so I would say go to my author sites to hynek.com as tuheinecke.com and chase and claim those first few chapters.

Andrew Stotz 33:27
Yep. Fantastic. And we'll have a link in the show notes. Ladies and gentlemen, you can also go on Amazon right now and pre order the book in Kindle in hardcover, and other formats that you've got up. Last question, what's your number one goal for the next 12 months?

Stu Heinecke 33:42
It's very simple. I believe that the weeds book will become the number one best selling growth strategy book on the market in the world. Not because I wrote it for insert effect, sort of in spite of the fact that I wrote it that my name is given tied to it. It's because the weeds are so awesome. Because when people look down, when they look at what weeds are doing, when they stop looking at them as just let's say trash or or pests, and look at what they're doing, they'll be amazed. And they'll be saying, Oh my God, look at all these things I can draw from this. So my number one goal is to make that book, the number one best selling growth strategy book in the world.

Andrew Stotz 34:24
Well, that is an amazing goal. And I think we can help you with that. And we're going to benefit from that. So that's fantastic. In fact, I have a best business book club where we go over the best business books of all time. And oh, I may be asking you to come back and talk to my nice, they're my group. So listeners, there you have it another story of loss to keep you winning. If you haven't yet taken the risk reduction assessment, I challenge you to go to my worst investment ever.com right now and start building wealth the easy way by reducing risk. As we conclude, Stu, I want to thank you again for joining our mission on behalf of a staatsballett Atomy I hereby award you alumni status for turning your worst investment ever into your best teaching moment. Do you have any parting words for the audience? Oh, man.

Stu Heinecke 35:09
Well, well, first of all, thank you so much for having me on. It's just an honor to be on a podcast with the world's worst podcast. I love that. When you have I don't know if you knew this, but I you what you have on your show is the chief weed officer of the world.

Andrew Stotz 35:29
Tell me what? I'm the worst.

Stu Heinecke 35:34
Anyway, I just thank you so much for the opportunity to hang out with you talk with you. It's amazing to know that I'm on an island in Washington, and you're in Thailand. And we get to do this.

Andrew Stotz 35:46
Yeah. Well, it's, it's been great having you and I think we all are gonna cheer on the chief officer of the world as you get on the Joe Rogan experience. And that's a wrap on another great story to help us create, grow and protect our well fellow risk takers. This is your worst podcast host Andrew Stotz saying thank you for joining our mission. And I'll see you on the upside.