Ep801: Stu Heinecke – How to Get a Meeting with Anyone

Andrew Stotz 00:01
Andrew, Hello, fellow risk takers, this is your worst podcast host, Andrew Stotz from a Stotz Academy, and we have a special episode today. I want to invite one of our guests back to the show. He was episode 503, which is about three years ago in February of 2023 so you can 22 you can listen to his story by just going to my worst investment ever, and then type in 503 His name is Stu Heineck. Stu, welcome back to the show. Oh, Andrew,

Stu Heinecke 00:33
thank you so much. It's a pleasure to join you. Yeah, I'm excited to join you. We're so far apart.

Andrew Stotz 00:40
It's incredible. You know, we were just talking about AI and just how we can, you know, do this at such a distance. But also, I just want to introduce you to the audience and reintroduce you. And for those that are looking behind me, you can see, get the meeting is just an amazing book, and I have a list of clients that I've been working with that and coming up with different types of ideas of things to send them, to send them, to get them excited about it. So I'm a big fan. And we're also going to talk about your book how to get a meeting with anyone. But before we do that, let me just introduce you. Stu is author of How to get a meeting with anyone named one of the top 64 sales books of all time, and number one sales book ever written on prospecting. And who doesn't need prospecting? That's where it all starts. He's a Hall of Fame nominated marketer and Wall Street Journal cartoonist. He's known for oblique perspectives and utterly unique strategies for selling, entrepreneurship, explosive growth, and, of course, getting meetings. So Stu tell us a little bit about what you're doing right now, and you know, a little bit more for those people that have never met you.

Stu Heinecke 01:49
Well, I mean, well, I mean, the big story right now, big news for me right now, is that the updated edition of how to get a meeting with anyone is coming out in June. I'm so excited about that. That book came out in 2016 and it really caused a stir. It caused a stir around the world. I can't, I can't believe all the people I've met from around the world who've who've said, I read the book. I'm thinking, you can get the book there. That's great. Wow. But they've read the book and they're, they're saying that I want to share with you my story, because this is what happened. And then they just share all these amazing stories. And even, even though the company reach desk was founded Alex Olly founded it after, after reading the book, because he was said he was selling for a big multinational company, something like Siemens. I don't think it was Siemens, but something like that. And they just thought, I don't know. I'm not getting through and I'm not really enjoying what I'm doing, and I don't. He read the book, and he said, Okay, this is what I want to do. And I mean, the last I knew, and this was now a few years ago, the last round of funding was a $48 million injection. I mean, they're doing pretty good. They're the right meetings. They're a big one, yeah? So a lot. And just so everybody knows, I'll have the links in the show notes where you can pre order, and I've already pre ordered mine. I know it's coming out in June. Is that right? Yeah, okay, so I'll have the links in the show notes, so you just click on those. You can learn more about it, and then pre order, continue. Yeah, well, I was just gonna say, just so much has happened because of that book, but also a lot has happened in the world. So obviously we had COVID. People started working from home and then there's just been this enormous proliferation of spam on all digital channels. And I don't know why, but people think it's a good idea to do that. And I don't know, I don't get it, but they still think it's a good idea to do it. All. It means they're not standing out. They're not breaking through. So, so, so that, that in itself, would be a good reason for writing an update, but, but then, then came along, AI. And AI is just so, oh god. It's such a dazzling subject. Because, I mean, a lot of people just, they're scared of it, oh my god. It's going to kill us. It's going to outlive us. It's and maybe it will, I don't know, but so far, yeah, it may out

Andrew Stotz 04:25
of our younger users, listeners, perhaps

Stu Heinecke 04:29
they might worry about it. I'm not going to worry about but so you know, it just it enables us to do such incredible things, just everywhere across the spectrum of human activity, but certainly in B to B sales, it does and and so it's, it's, it's changing B to B sales in some miraculous ways, really. So I'm a big supporter, but I'm really excited about AI but, the thing is that I think that there's, there's an interesting opportunity. Because as AI becomes more and more prolific everywhere, it's just everywhere, just it's part of our lives. I think that there will be a clamoring for things that are uniquely human. And so when we think about getting meetings, we have to make human to human connections. So we have to impress someone. We have to be audacious and surprise people and have them just say, wow. Love the way this person thinks this is incredible. All that still is valid and so, so that's, that's what was really fun about the book, is that I was updating it, but it really didn't need a lot of updating there. Certainly it has been, it has been thoroughly updated. But a lot of the techniques that are in the book, they still, they still ring true. You just may have to go through some different steps, because someone is working from home to make sure you get it to them. But if you're sending something physical, that is, you could still do all those really, really wonderfully audacious, crazy things that people have done and have been doing to get meetings.

Andrew Stotz 06:03
And I wonder, you know, one of the things that I always think about you is, you know, you're just so creative, and I think that many people listening, viewing, listening you on other channels, and all that they may feel to themselves like, I'm not that creative. I can't make a drawing, or, you know, a picture, or I also some people may feel like it's out of character for me to do something audacious. How do you handle people that say that and they're holding back for those reasons?

Stu Heinecke 06:35
Well, I would say the first I want to talk to the first one. I mean the last one, first, if you think it's out of character for you to break through, that's not a good thing. You should be it should be part of your character to break through, and you ought to have some. I mean, I think we all, we all ought to have a sense of mischief and adventure. I mean, that's what it is. It's just, we're just playing, which is making it playful and fun to do so. And I if that. If you do feel that way, you should. You shouldn't let that continue. You shouldn't have fun. If you're selling you should have fun with it. One of

Andrew Stotz 07:09
the things I did after I read your book about get the meeting was that I crafted a really beautiful box. And yeah, you know, I made my mistakes along the way. But it just was, it had, it had the my, the name of my company, on the top of it in an elegant font. And it was pretty much, you know, empty. I just put in one of my books that I wrote, and I wrote a, you know, a hand note, and I sent it out to the CEOs of many different places. And then, you know, was following up, but, but one of the guys, when I went there, I actually ended up at his office to meet someone else. And then the CEO says, You're the guy that sent me the box with the book, you know? And I was like, yay. So in that case, you know, I wasn't. I was raising awareness more than trying to get a specific meeting with him, but you know it worked?

Stu Heinecke 08:01
Yeah, well, you know, okay, I'm gonna work it. This is a conversation. I'll come back to your question earlier, a little bit later, I mean, but I really want to, I don't know if it makes sense. Say it makes sense to me. I want to be replicated as an AI agent. I don't know who for yet. I don't know where, but what I would love is for someone to just jump on us on a session, and it's just like this. I'm just, I'm just talking head, and apparently, in Norway, I'm not there, but somewhere and and there are questions asked, and I'll ask you questions. Basically, I'll treat you like it. Will treat you the way I would a client, and say, Okay, tell me what you're trying to do. What do you sell? How? What are some of the things that cause people to like, what are their I don't know what, what flips the switch for them when you sell to them. Okay, great. What's your ICP? Who are what? Who's your ideal customer profile, in other words, and, and what kind of trigger events are you interested in, or what do you think makes sense? And what kind of buying signals could we inject into the middle or inject into the spec for all this? And then I'll say, Well, hold on a second. And then the AI goes and says, Okay, great. I've just built a top 100 list for you. And not only that, not only does it fit your ICP, but it's also weighted by the people at the top of the list, they have the biggest potential they could change your scale, but they're also weighted because they're searching for what you sell right now, right? So Okay, now let's launch some campaigns, and it just launches campaigns for you. So So I just think we're in a really interesting time, and

Andrew Stotz 09:47
do you see that, have you found the technology that you're using to get there, or is that where your vision is of where you want to be? I think

Stu Heinecke 09:56
it's really close. I think it's really Synthesia is pretty in. Interesting. And, I mean, would have to react to you real time, and, you know, over, I mean, act like a person. And so I think they're close, yeah, man, I would love to do that. I would really love to do that. I have

Andrew Stotz 10:19
a student of mine who I went to visit. So in my evaluation master class, which is an online course where I've got 30 hours of content and, you know, videos and PowerPoints and all of this stuff, he loaded all that up into notebook LM, and then he said, every time I have a question, I ask you a question through notebook LM. And notebook LM is only using the material that I've uploaded. I've uploaded all of your content. Wow. And they said, and he said, let's test it. Why don't you ask somewhat obscure question that only you, you know, think about or teach and see what the answer is. And so I wrote an obscure question that I know I'm teaching that's different from what's out there, and it came up with the answer. And I was like, oh my god, this is amazing. So he and I have been talking, and what I really want to do is take all that content and then create that, that that I don't know AI agent, or I don't know the wording for it, but just that, that resource that a student in my course can just say, it's middle of the night, maybe I'm not up, I'm not online, but they can just type in and go, How do I calculate such and such, and get it, and then, boom, it's there. That's crazy,

Stu Heinecke 11:35
isn't it? That's crazy. Now, you mentioned a box, so that's one of the things I do, I want to reach out to some, some of the big CRM platforms and and it just some platforms that are supporting B to B sales right now to say, look, I've got the new book coming out. We could do a lot of stuff together. Dude. There could be some really interesting tie ins. But the really big one is, why don't, why don't we build that agent? So I'm sitting there, and I'm, it'll be, it'll appear like I work for you, and, and, but, but what I'm doing is I'm helping us, kind of consulting with, with sort of light consulting, but helping them do what I'm, what I tell them to do in the book. And not only that, but, but we'll do it for them. So it will do it for them. So it'll start sending out campaigns for you have to pay for them, but it'll start sending out campaigns we should be able so I'm going to reach out. And you know, of course, you, as you might imagine, I love reaching out. And you mentioned that box for your book, and I've been thinking. I've just been giving it some thought, what am I going to how will, what do I want to send, and how do I want to send it? And I'm thinking that. I don't know if you remember, but in that original book, there's a story about a sales rep who was calling, I can't mention the company or the CEO, but if you saw the movie Forrest Gump, you know a certain Fruit Company is who I'm talking about. And so he called on their, their on that fruit company's engineering department. That's kind of strange, strange anyway, and he had a software solution. They loved it. They said, Okay, you got to talk to purchasing, because we don't control any budgeting or the dollars. So he turned around, went to purchasing, and they never answered him. Then they just completely ignored him. So he said, Fine, I'm gonna go around you. I'll go to the CEO. And the CEO is, or was, he's no longer with us, but he was probably the most famous CEO in the world at the time, and so it wasn't gonna be easy getting through to him either. And he tried everything he could think of. He was sending letters and faxes and anything he could think of. He was doing it notes, whatever. Nothing was working. So one day this box shows up, and it has air holes drilled in it, and there's a handwritten note with it, and it said, Dear, I can't say his name, but you know, dearb, bcalling on your on your engineering department. They love my solution. Then they told me to talk to purchasing. They won't talk to me. So I've been trying everything I can think of to reach you, and nothing's worked. So this is my final attempt. I think that's a great preamble to this anyway, but this is my final attempt. So if you would inside the box, open the box really carefully, because inside is a pigeon, and on the pigeons leg is little capsule, and inside the capsule a little slip of paper. So if you'll write the name of your favorite restaurant, a date and a time, put it back in the capsule and release the pigeon, I'll meet you there. And so I wouldn't be telling the story if it didn't come back. So it came back, and they met, and he walked out with a $250,000 deal. So I'm thinking that that's the story I want to share in a letter, my outreach letter, and I'm going to send it in a, in a, I don't know, a box where you that you ship animals in. I.

Andrew Stotz 15:00
Please take hamster. But I love that, yeah. So

Stu Heinecke 15:05
I just we, you know, it's so much fun to do this stuff, and, and, and as you, as you said, you in that one visit that you sent the book to the CEO, and he knew exactly who you were and remembered the package. I mean, the jewel boxing is a great, great thing to do. They put it into a box that people can't forget, and it's all a lot of fun. And then the thing that happens is, you change your scale because

Andrew Stotz 15:28
of it. Yeah,

Stu Heinecke 15:31
in fact, you and so I'm sorry you asked the question and I didn't finish it, but what if I'm not what if I don't draw? Is, I think, yeah, the question or what if I'm not creative? And I would say, Well, God, sounds like a real plug here, doesn't it? Read the book, because there are a lot of ideas in there. It'll give you a lot of ideas. So I guess, in a way, and someone wants to resonate. I think we're all creative, but you don't have to be that creative. You could just read the book and let it just, let it sink in, and it will inspire something that you might use as a visual metaphor or art, or some other, some other approach that will get you through the through the door and and if you do it in a way that is audacious and clever, because you should put the time in and the effort in to do that, I mean, you just won't believe the the the response when you the response you get, and when you walk in there, they have that same response, or the same level of excitement about you that that CEO did. That's a great way to start a meeting that

Andrew Stotz 16:33
you walk into applause. I want to tell you a story. I want to tell you a story about that, about being creative. I have been a financial analyst all my life. So I send out research around the world to institutional clients who want to know, what stock should I buy in Thailand, let's say, and I've been doing that since 1993 so I'm pretty well known around the world. And I was, you know, ranked the number one analyst in Thailand in the old days when I was doing that job, and in 2008 the financial crisis came, and I kind of, I wrote a lot of stuff that was kind of personal at that time about how to get through it. And one of the things I talked about is, you know, try some new things. I tried to learn how to dance with a friend of mine, and a week later I was dancing with Miss Universe. That was the title of my you know, that was beginning. And I explained how a friend of mine came over. We got a guy that was taught dancing came to my house. We learned from him one time, and then my friend left, and we were going to learn, you know, next week and next week, my friend left, and he was walking out of my street here in Bangkok, and he ran into Miss Universe. Now it turns out Miss Universe, at that time, lived in Bangkok, and he knew her because they were in some social circles. And so he she asked him, What are you doing in this school in this street. And he said, Well, I'm just learning how to dance with my friend Andrew. And his name was Andrew also. And she said, Oh, I'd love to learn how to dance. Can I join and then I have to tell you, Stu, I got the dumbest phone call in the world, I mean, in my life and probably in the world. He said, Andrew, do you mind if Miss Universe comes to our dance session next week? So the next week, I have a picture right dancing with Miss Universe, and we just had a blast. But, you know? And then, so the point of that story, though, is that a year or two later, I was in New York, and I was sitting down with a fund manager, and I was talking to him in a glass room, and just as I was talking to him in a glass room, someone knocked on the door, opened the door, and said, You're the guy that was dancing with Miss Universe. And I thought, you know, for 20 years, I wrote some amazing finance research, and he didn't remember any of it, but he remembers that so memorable create? Well, that's

Stu Heinecke 19:02
good, at least it gave you a story. I gave him a story to tell. So that's fantastic.

Andrew Stotz 19:08
So the idea of a single story being creative, I want to, I want to ask for since, since I don't, we don't have the AI agent yet, but we do have the real thing right now, I would like to ask you, I'm launching a new product, and it would be interesting to just get some of your preliminary ideas on it. So the product is called the profit boot camp. And okay, what, what it is is I help mid sized family businesses double profits in 12 months, guaranteed. And so I think my target market is mid sized family businesses who are ready to double profit. Not everybody's ready. You know, there's lots of other things going on. So it's a pretty in Asia. In Asia in particular, that's a lot of people there and so. So I have been working on this whole program, which is a 12 month program. I've been testing it with a few companies that I've done it with and helped them double profit. And on march 3, I'm launching it as an online course. And you know, I'm not so worried about the content and the delivery and helping them double profit. That's not my worry. My worry is reaching the right people. And I you know, so I have some people that I know that through my connections and the like that, I'm already reaching out for the first cohort that will join. But I need to bring this out to the wider world. And I'm just wondering from your creative mind, do you have any ideas? And I want to, I want to, I want the listeners and the viewers to think about what product or service are you bringing out, and think about some of these ideas. So just curious, if you had any thoughts.

Stu Heinecke 20:50
Well, so are you asking about, how do you find the list? Or are you, are you asking about, once you know who they are, how do you reach out? Yeah,

Andrew Stotz 20:57
I guess. I'm not exactly sure what the right question asked. But I do need to build my list, and I do need to capture their attention and help them, you know, see the benefit of what they can get from this. So those are two things. I don't know what your thoughts are.

Stu Heinecke 21:15
Well, I think I will address, first of all, who are they? Because they have to self identify somehow. I don't know that there's a list of people that are small business owners that I guess we're all looking to double, and some, some may be ready, but that maybe there's some, there might be some, some trigger events that identify them. So, that could be interesting. I might reach out. I don't know if this is a good idea or not, but I might reach out to some of the some of the platforms like clay.com, or or Apollo. Maybe I know that also that's six cents, but six cents is very expensive, so I don't know that they're a great fit for this, but, but six cents seamless and zoom info, they all and I think six cents has been at it. I know six cents has been at that. This is the longest that they are able to identify by our intent signals. And oh gosh, there's a, I won't remember the name of it, but if you go to seamless, for example, it's something like Bombora, that is it. So Bombora is a platform that identifies buyer intent signals. I think those could be really interesting. I guess I'd also use content in a sort of a lead magnet, but then once you know who they are. Yeah, let's

Andrew Stotz 22:40
go to that point. Because the other what I can do is I also can go to the stock market, because that's my expertise. I can look at all the mid size family businesses on the stock market, and then look at their level of profitability. If their level of profitability is relatively low, I know that that is a potential. If the level of profitability is super high, they don't need me. And so let's say you

Stu Heinecke 23:03
could even ask AI to help you find them, because probably now, the more the most powerful search, let's say

Andrew Stotz 23:10
we've got 100 you know, 100 of the, you know, the 100 target clients. What are some of the thoughts about how to reach them?

Stu Heinecke 23:20
Well, let's see. You know, one of the things I'm going to suggest might be a cartoon. So I could share a video with you here in a few seconds, if you'd like. But I want to, well, you know, if they're, if they're if, if they're ready to double their revenues, then I guess it might be a fair assessment that they're missing something. That's why they're not what. They aren't twice as far ahead as far along. So leakage might be a factor. So I happen to have something I'm just going to grab it. Yeah, it's one of my favorite little visual metaphors this guy, you're not going to drink it. You're not going to suck it up off the desk.

Andrew Stotz 24:13
It's a coffee cup. It's a coffee cup that's been spilled over, and the coffee is spilled out, but it's actually like plastic or rubber or something like that. That's

Stu Heinecke 24:23
great, yeah, and it's just, you know, there's, there's a whole industry of companies that make fake food items. So this is just a fake spill of coffee. But I think it's a great device for, I mean, you can, you can customize the cup as well. The one I'm holding up for those who are listening in it has a logo, and someone's my, actually one of my contacts, contact information on this particular one. But you can profit spilling out, you know, because, again, because you know if you're spill if it's spilling out. At all if there's any spillage of your profits. Wouldn't you want to know? And could we talk over a cup of coffee? That's another nice way to if they're nearby. I think they're a great drop by device. I don't know if they're all nearby, but, but if they are nearby there, there are some really interesting stories of things that sales reps have done that they, you know, they're trying, trying to get through. They're stopping at the front desk so they're not asking for an appointment. They don't have an appointment. They're just, they're just walking in saying, Hi, I'm so and so I wonder, if, I wonder if this person has five minutes so they can introduce myself. And you know, the receptionist will certainly say, Are you kidding me? No, if you don't have an appointment, you're not getting in. And then it's like, that's fine. I just want, may I leave this behind and you whip that that coffee spell out, and maybe it has a Starbucks card in it and a little note that says, hey, I stopped by and, you know, I wanted to have a cup of coffee with you sometime, and this is why, because I think we can do this or that, and we'll actually have a great collaboration. Here's a good reason for us to talk, and they won't forget you. It's just like the CEO with your book. Yeah, they're going to keep this thing on their desk the rest of their careers. It'll just,

Andrew Stotz 26:20
I'm just thinking, I'm thinking about the audience out there, you know, What? What? What I find fascinating about you is that you, you open up my mind to come up with different ideas, you know? And I think that I had a guest on a long time ago, and what he had was a volume game, basically, he had an emailing system where you email out to 10,000 people, and you're constantly, you know, adjusting what, what, what website it's coming from, because it's going to be labeled as spam. But if you're selling the right product at the right price in the right way, you're going to get 100 customers a month out of it, or whatever that is. And I just looked at it and I just thought, this is not me. I just don't get it. I don't think it's worth living. I mean, it's clever, but it's deceptive. Yeah. And so when I think about what you're talking about is, part of what you're talking about is how to shape, shape an outreach that's unique, but also that is you. So when I think about what you have in your book as an example, you look through there and you find two ideas, and you just test those two out that fit you.

Stu Heinecke 27:30
Those are worth the book, the cost of the book. Gotta say, yeah, yeah, um, if I may share,

Andrew Stotz 27:35
uh, hold on, one video, yep. Let me just turn on the Share, and I'll

Stu Heinecke 27:40
set it up. All the way. I mean, I'll just explain that. I wanted to introduce myself to Billy Jean, the Instagram marketing influencer, and so I put together a little strip cartoon. It's one of my favorite strips of my strip cartoons. It's one of my favorites, of cowboys sitting out on the range, kind of kicking the kicking it because it's night time and they're sitting around the campfire, and, and so I sent it to him, and his assistant got it, and she said, I've got to, I've got to film an unboxing video. And, and so the thing that I really love about this, this video, is I'm never I've sent cartoons out all the time throughout my career, and I've had great reactions to it, but I'm not there to see it, so she gave me a chance to actually see this unfold in real time. So let's see how to get that to play here. And can you see the video? Yes, all right, here we go.

Speaker 1 28:38
I usually wait till you get here Bill to show your packages, but this one's pretty cool, and I'm too anxious to wait and show you. So here's the reveal. Read how awesome. This is the tale of the Hired Gun I ever tell you Phil is a story of Bill a kid. Yep, sure, dude. How about Wow? Bill Jean. You mean the marketing race for San Diego at least 100 times before? Yep, you can say that again. Look at the back. I'm kind of in love with this guy. Mad respect.

Stu Heinecke 29:25
Well, that's, that's the whole video. Amazing. That's his executive assistant. So those are those assistants that everyone's saying. How do I get around these? You know? How do I circumvent the assistant? You don't, you include them, involve them in it. But, but I, my favorite part of that was calling him wild Billy Jean, they're just there. It's just a fun thing to put out. And I know that. I mean, I've sent those to I sent one to Gary Vaynerchuk and he has it up in his lobby. I think so. And Grant Cardone put his up in his. This is in his podcast studio, and so they people are not going to throw these away. So they're a great device. It might seem silly. I always feel like it's kind of silly to suggest sending a cartoon, but they really work. They're they're a great device. So maybe, if I don't know something like those,

Andrew Stotz 30:16
if a list, if a listener had, let's say, their dream 100 list, and they went to you, is there a service that you're providing around that, or are you just helping them with you know, tell us more about the service that you provide.

Stu Heinecke 30:31
Well, I'm one of the basic things we do is big board campaigns. So we the one I just showed you, actually, we now do those if they're part of so if someone wants a rapid growth program, then we use that same cartoon, that same same big board that you just saw on the video, but it's blown up to two by four feet. So that's a big piece, and it really is inspired by what both Grant and Gary did with theirs. They just put them up in their lobbies or in their offices somewhere. And so now it's big enough to be lobby when it's two by four feet. What's that saying? It's your biggest, yeah, what's the biggest impression we could make, and, and, and that is that you hit the nail on the head. You want to do this with your dream 100 list. You don't want to just send these out because you have a list some that you could buy out or something. You have to have a list of the best people for you to reach out to who can change your scale. And now we know from AI that the best people you can, you can reach out to, who can change your scale, and they're already looking for what you're, you're what you're selling. So, so you've got to, you've got to be targeting that kind of a list. So, so that's one form of it, and then here's another. So this is a, this is the outer packaging, but this is another form of big boards. These are our standard one, and so it's shipped in this, in this coordinated cardboard packaging. I think we're about to change it. We may not print on the outside of it soon, but and then inside it, is the wrestling. Here we go. But inside is the big board, and it's a cartoon about the recipients. These are 18 by 23 and a half inches, and it's personalized. So the one for those, actually, for those, even just watching the cartoon, is two women having coffee, and one of them is telling her friend, I've got to so I'm going to personalize this. Otherwise it doesn't make sense. So I sent one of these to Mark Cuban. And so his, in his example, she's saying, Mark Cuban says you can tell a lot about a person just by looking at their math tickets. I tend to agree. Well, he does too. He owned the Mavs and so. And because of that, just because of that, it's up and it's framed, it's up on his wall, it's in his office, so, and then on the back is, is branding, and message from the sender to the recipient, explaining who you are, why you want to meet next steps. And then, of course, goes out as to who's going to and it goes in that packaging. And so that's, yeah, that's our. Those are our. Those are our basic services for for contact marketing, and

Andrew Stotz 33:26
you're doing that mainly, I guess, in the US,

Stu Heinecke 33:30
yeah, yeah. But the bigger ones, the bigger ones actually could be done, could be done anywhere, actually, because we can send, we can. We can, I'm just thinking in terms of production and shipping. So we could send a file, an output file, to a sign maker. That's all sign making technology. So we could send files to a sign maker very close to wherever it's supposed to go, have them produce it and then deliver it by courier. So there's that, that method as well.

Andrew Stotz 34:04
I think that's an interesting one, and maybe I need to talk to you about that. And for you know, a lot of my listeners, I think we're going to do some business together. Yes, I think we, I think we definitely can. Because my, my dream 100 is, you know, it makes a huge impact if you can double your profit. And that's really my focus. But I also think there's a lot of my listeners and viewers that are around the world that could benefit from it. And I know to have a local, you know, a local printer and stuff is, you know, can just make it, make it super easy, so that's pretty cool. And tell me more. Just tell me more about, you know, what else you've got going on in your life? I'm just curious, like, besides the book, updating the book, and, you know, we talked about some of those, but what's, what's, what's got you excited these days? Yeah.

Stu Heinecke 35:00
Well, I mean, I can't, my publisher would be, would be upset with me if I said I'm not excited about the the updated edition one more time, but I'm working on a new book as well, and and so it's a long time ago, but let's say, when I was 20, I had this dream, and I was in, I was I was in the New Mexico desert. I don't know how dreams are. I'm never in the New Mexico desert. I don't know why it was there. But anyway, I was in the desert in New Mexico, and this flying, not flying soccer, was this silver orb came down, like a UFO came down, landed, and this elegant gentleman steps out, and he says, Come with me. I have something to show you about your future. So I hopped in naturally, and that dreams don't make sense. So, I hopped in, and in a second, we were whisked to his mountainside house on the side of the mountain in Taos. And sneaking up the side of the house was this glass and steel tube sort of just sort of going up, and it was just really wild looking house. And I came to realize that was his creative studio, and, and he was me actually at a much later age, like, like, now So and. And he said, Look, I'm going to tell you about the life that I've led. That's your life, actually, and it's, there's some wonderful, magical things, but you, you have to, you have to listen closely to what I'm going to tell you, because there's some secrets to this. If you got to, you got to adhere to and you've got to do the work, or it's not going to happen. And then I woke up. Oh my god, what you know? So this book is the book I wish I could have taken with me from that dream. It's, it's, it looks at 15 different headings that I'm sure there'll be chapters. So the story arc, it's not the things that you would expect from a, let's say a motivational book about your life. You know about discipline, and I don't know what else, but getting, getting your education and networking and all the things that are pedestrian. I didn't want to include that in the book. So it's story arc, and it's mischief and mastery and one of the things that it is so the 15 of them, I've only give you a couple of them, but one of them is ultra fitness. And so I've been on this just, sort of just concurrent with the starting of the book, I'm two years into a two and a half year goal. When I went back to the gym after COVID. I thought, I want to have a goal for I don't want to just work out. I mean, that's not that'll get boring. I'm not going to stick with it. And I thought, okay, I know what I'm going to do by my 70th birthday, I'm going to, I'm going to get into bodybuilder shape. And so that was two and a half years in the future. I'm now two years in it. My birthday comes up in June. I'll be 70. I'm so excited to turn 70. I don't know anyone else who's as excited as this, but I'm so excited about because I'm getting I'm getting there, and it's ultra fitness is a really interesting part of this that you can you end up living, I think at least physically you end up and in terms of health, I guess that's all of it, fitness and health, you end up living, I think, a better version of any age, certainly these ages. And I've challenged myself that if I'm going to get into bodybuilder shape, then, well, then prove it. So now I've said, you know, I've required of myself that I've got to get on stage at least once. And then I'm thinking, if I'm gonna do it once, then maybe I should just do it. Maybe she just take it up as a, as a, as a sport. So I will be, I'll be starting body building at, I guess I've already started it, but I'll be starting as a body builder at 70, and that just has me completely jazzed. I'm really excited about it. So it's those kinds of things that and then, you know, you mentioned Miss Universe. Well, I have a really interesting story. I'll make it as quick as I can, but the way that I met my wife was that I saw a picture in a magazine. I thought, Oh, my God, I just happened to be working on a film idea about following my fantasy and going to one of the Nordic countries to find someone, because there wasn't anyone like that where I was living or I grew up. And so I thought, Man, I'm gonna, I'm gonna go do that. And so I saw this picture in the magazine. Oh my god, if I, if I was going on this fantasy for real, this is the woman I would bring home. And so I wrote to the magazine. They wrote back, that's not supposed to happen, right? They wrote back and said, her name is Charlotte. She lives in Copenhagen. We don't know if she speaks a word of English. Good luck. And I went, well, that's my wife part of the story. But, you know, magical things can happen, and so magic is, is one of those, one of the headings in the book. And I think it's going to be an utter blast to talk to people. I hope I get to talk to Richard Branson. That would be a fun one to fun person to interview, but I hope to get to get to talk to a lot of people who just pulled off fascinating things in their lives and and talk to them about how they did it, like what led them there, how did they do it, and you will end up with this extraordinary life.

Andrew Stotz 40:33
You are always so inspiring. You know, I really enjoyed our first episode, and I followed you on LinkedIn and watched all the things that you're sharing. You always bring such positive energy and creative energy that really just gets me excited, and so it's like, I hope for the listeners and the viewers out there, you also feel the same motivation. I'm gonna have links in the show notes for all of your, you know, for the books and for your services and anything like that. And so I want to encourage everybody to reach out. Also, you know, look for Stu on LinkedIn. I'll have a link to his LinkedIn in the show notes, but reach out, because he engages and, you know, he takes it seriously. So I appreciate that. Is there any final wrap up that you would like to share before we end the show and you go have dinner with your incredible wives. I

Stu Heinecke 41:29
was gonna say I should make it quick, because my wife is waiting to make dinner. But, you know, I just go back to the meetings again. I mean all these really amazing things that happen, but if we sell, I just think that one of the things that we always need to keep in mind is that if we can't get meetings, you can't, you can't sell, you can't do anything. We have to connect with people to make things happen. And so that ability to get meetings is just it's it. I don't know what it sounds like if I've been studying it and, you know, researching it and writing about it for a long time. I don't know what it sounds like outside of that bubble that I live in, but you have to be you really should get as good as possible at getting meetings and reaching out to people that you probably think you should never be able to reach. You can reach them. I mean, how would I reach that? My wife, for example. But you know, the people I've reached through these methods, have been incredible. The things that others have done, because they've read the book and used the tactic, the tactics also incredible and it just, it's really worth your time and effort and investment. It's maybe one of the best investments you can make to actually get good at getting meetings with people that you might think are completely out of reach. Do it and they aren't out of reach. Incredible.

Andrew Stotz 42:51
So inspiring, you know? And I just feel like I always tell students that do internships with me. I have them just reach out through LinkedIn. I said, tell people I'm a student, and it's amazing. The response, you know, people want to help, you know? And, yeah, a lot of times, you know, well, that it's really important, man or woman, they gotta eat lunch every day. You know, they're gonna, they're gonna eat somebody you know. So get a carrier pigeon and make it freaking happen. All right. Well, listen, I want to thank you for taking the time, and I appreciate having you get back, and I think you and I are going to have to have some conversations about how we can work together. And I know for the audience, I'm going to speak for them. They appreciate it, and they'll look at the show notes and go over what you're doing. So much appreciation. And I'll end it here by saying, ladies and gentlemen, this is your worst podcast host, Andrew Stotz, saying, I'll see you on the upside. You.