I Think I Swallowed an Elephant: Behind the Book with Bryan Eisenberg (Part 1)

Dennis Collins: 00:00:11

Hey there, a warm welcome back to Connect and Convert the Sales

Dennis Collins: 00:00:16

Accelerator podcast, where small business owners tune in to hear the insider secrets

Dennis Collins: 00:00:22

to help grow their sales faster than ever.

Dennis Collins: 00:00:26

Yes.

Dennis Collins: 00:00:26

Isn't that right, Leahey?

Leah Bumphrey: 00:00:28

That is what we do and we have fun doing it.

Leah Bumphrey: 00:00:31

Absolutely, Dennis.

Dennis Collins: 00:00:32

We have a lot of fun.

Dennis Collins: 00:00:34

But I'm gonna tell you, we have had some amazing guests on this podcast.

Dennis Collins: 00:00:39

Have we not lived?

Dennis Collins: 00:00:40

In fact, we had you as a guest not long ago as a new author.

Dennis Collins: 00:00:44

So we

Leah Bumphrey: 00:00:45

did, and it was fun and you were a great interviewer, although I

Leah Bumphrey: 00:00:48

kind of missed your sidekick on that one.

Dennis Collins: 00:00:50

Yeah, I know.

Dennis Collins: 00:00:51

But you could, you could play both roles easily.

Dennis Collins: 00:00:54

Anyway.

Dennis Collins: 00:00:55

Today, I got to say to our listeners, our viewers, our small business owners,

Dennis Collins: 00:01:00

our sales leaders, our salespeople, please stay tuned to the entire episode.

Dennis Collins: 00:01:07

Okay.

Dennis Collins: 00:01:10

The real deal.

Dennis Collins: 00:01:11

Today, we have one of the best guests that we could ever hope to get.

Dennis Collins: 00:01:16

He's kind enough to join us today.

Dennis Collins: 00:01:19

This dude is one, is a multiple bestselling author, an

Dennis Collins: 00:01:24

internationally known and recognized authority in online marketing.

Dennis Collins: 00:01:28

He's a featured media expert on CNN, New York Times, you name it, and he is

Dennis Collins: 00:01:35

often quoted in the marketing press.

Dennis Collins: 00:01:38

His name is Bryan Eisenberg.

Dennis Collins: 00:01:42

Hello, Bryan Eisenberg and welcome to.

Dennis Collins: 00:01:46

Thank you so much for having me today.

Dennis Collins: 00:01:49

Hey, I, I, your credentials could go on and on.

Dennis Collins: 00:01:52

I love the fact that you and your brother Jeffrey have a number of New York Times

Dennis Collins: 00:01:59

USA today, business Week bestsellers call to action waiting for your cat to bark.

Dennis Collins: 00:02:05

That was one of my all time favorites until, yeah, that was a good one till now.

Dennis Collins: 00:02:09

Always be testing buyer legends and the other all time favorite

Dennis Collins: 00:02:13

was the rice and beans.

Dennis Collins: 00:02:16

Not billionaire, millionaire.

Dennis Collins: 00:02:17

Could be billionaire, but it's billionaire.

Dennis Collins: 00:02:19

For now it's millionaire.

Dennis Collins: 00:02:20

Okay.

Dennis Collins: 00:02:21

Uh, I think from what I know of you, I think you're proudest

Dennis Collins: 00:02:27

of your accomplishments.

Dennis Collins: 00:02:28

The thousands of people, companies, students, clients that you have worked

Dennis Collins: 00:02:33

with, they've consistently had dramatic improvements in their conversion rates.

Dennis Collins: 00:02:39

Sales, some of the most notable ones.

Dennis Collins: 00:02:42

Google, chase, Hewlett Packard, NBCUniversal, ge, WebEx, Dell.

Dennis Collins: 00:02:48

Couldn't you get some big name companies?

Dennis Collins: 00:02:49

Bryan?

Dennis Collins: 00:02:50

What's the matter what?

Dennis Collins: 00:02:51

You had a problem attracting the big guys.

Dennis Collins: 00:02:52

Huh?

Leah Bumphrey: 00:02:54

Hey, we're a positive podcast.

Leah Bumphrey: 00:02:55

None of that negativity.

Leah Bumphrey: 00:02:57

Oh yeah,

Bryan Eisenberg: 00:02:57

sorry.

Bryan Eisenberg: 00:02:57

No, but you, you know, it's funny, you know, all the main street heroes

Bryan Eisenberg: 00:03:01

that we've worked with, no one would get excited by the impact that we've

Bryan Eisenberg: 00:03:06

had on those lives, and you know, to.

Bryan Eisenberg: 00:03:08

You know, those actually mean more where we've transformed people's lives versus

Bryan Eisenberg: 00:03:14

the big company that got a 10 digit optimization and then wiped it all clean.

Bryan Eisenberg: 00:03:18

'cause a new CMO came in town.

Dennis Collins: 00:03:21

That's a very interesting point, isn't it?

Dennis Collins: 00:03:22

So the big names, you know, grab the attention, you

Dennis Collins: 00:03:25

know, oh, uh, work with NBC.

Dennis Collins: 00:03:28

But the real value, I think to you is those individuals that will never know,

Dennis Collins: 00:03:33

will never hear about 'em, but they know and they know what you did to help them.

Dennis Collins: 00:03:39

Wonderful.

Dennis Collins: 00:03:40

Well, one of the reasons Bryan is here today, and by the way,

Dennis Collins: 00:03:43

Leah, shame on us for not having Bryan on this podcast sooner.

Dennis Collins: 00:03:46

I mean, clearly we missed having him, but now I think we

Leah Bumphrey: 00:03:50

blamed, we blame producer Paul.

Leah Bumphrey: 00:03:52

He's not here, so,

Dennis Collins: 00:03:53

oh,

Leah Bumphrey: 00:03:54

actually, he's

Dennis Collins: 00:03:54

always

Leah Bumphrey: 00:03:55

here.

Dennis Collins: 00:03:56

Don't, don't ever say that.

Dennis Collins: 00:03:58

He'll, he'll, he'll make you look bad.

Dennis Collins: 00:03:59

He'll turn your screen dark or something.

Dennis Collins: 00:04:02

He, he, he has.

Dennis Collins: 00:04:04

Why are we here today?

Dennis Collins: 00:04:05

Because Bryan, with his brother Jeffrey, has written yet another

Dennis Collins: 00:04:10

book with a very interesting title.

Dennis Collins: 00:04:13

I love it.

Dennis Collins: 00:04:14

I think I swallowed an elephant.

Dennis Collins: 00:04:16

The stories we sell, I. The success we build.

Dennis Collins: 00:04:19

How about that?

Dennis Collins: 00:04:20

What do you think, Leah?

Dennis Collins: 00:04:21

I think he gets an A plus for title.

Dennis Collins: 00:04:24

What do you think?

Leah Bumphrey: 00:04:24

Oh, I love it.

Leah Bumphrey: 00:04:25

Because you instantly just in your head, are going what?

Leah Bumphrey: 00:04:29

You are thinking of every elephant joke your kids have ever told you.

Leah Bumphrey: 00:04:33

Yeah.

Leah Bumphrey: 00:04:33

You're shaking your head, you're wondering, and then you get sucked in

Leah Bumphrey: 00:04:35

and isn't that what a story is all about?

Leah Bumphrey: 00:04:37

That's what a story's all about.

Dennis Collins: 00:04:39

So Bryan, my first question is, okay.

Dennis Collins: 00:04:42

Having been a fan of, of yours and Jefferies for many, many

Dennis Collins: 00:04:46

decades, having also read your books, this one's different.

Dennis Collins: 00:04:52

How is this book different?

Bryan Eisenberg: 00:04:55

Well, first I want to hit on the title because we had a

Bryan Eisenberg: 00:04:58

lot of pushback when we wrote out the fir, we wrote the draft and we started

Bryan Eisenberg: 00:05:01

sharing it among friends, and we had a whole bunch of people who said.

Bryan Eisenberg: 00:05:04

Yeah, it's not an immediate payoff and stuff like that.

Bryan Eisenberg: 00:05:07

And I reminded him, I said, you know.

Bryan Eisenberg: 00:05:10

Our bestselling book by far, in terms of volume, in terms of impact,

Bryan Eisenberg: 00:05:14

in terms of people remembering.

Bryan Eisenberg: 00:05:15

The book we wrote was waiting for your cat to bark.

Bryan Eisenberg: 00:05:18

Right?

Bryan Eisenberg: 00:05:18

Right.

Bryan Eisenberg: 00:05:18

And it didn't follow the same rules everyone was expecting.

Bryan Eisenberg: 00:05:23

There's no media payout, but it told you a story.

Bryan Eisenberg: 00:05:26

And it's the same thing with this title, right?

Bryan Eisenberg: 00:05:28

The story I want you to, to absorb whatever that story is.

Bryan Eisenberg: 00:05:33

For you, uh, because we all have our own elephant.

Bryan Eisenberg: 00:05:36

Everybody in the world is dealing with an elephant that they swallowed.

Bryan Eisenberg: 00:05:39

We're all overstressed, overscheduled, overstimulated, overwhelmed, and

Bryan Eisenberg: 00:05:46

there's a way to get around it.

Dennis Collins: 00:05:47

Mm-hmm.

Dennis Collins: 00:05:48

There is.

Dennis Collins: 00:05:49

And so that may lead to my next question.

Dennis Collins: 00:05:53

What is it that you hope the reader comes away with after experiencing this book?

Bryan Eisenberg: 00:06:03

You know, one of the big surprising things for Jeffrey

Bryan Eisenberg: 00:06:07

and I, um, who've been sharing a book early, I mean, I still don't have an

Bryan Eisenberg: 00:06:11

actual copy, I only have the author copy that says, not for resale.

Leah Bumphrey: 00:06:14

Yeah.

Leah Bumphrey: 00:06:14

Right.

Bryan Eisenberg: 00:06:14

So it's still fresh off the press.

Bryan Eisenberg: 00:06:17

Um, is that we've almost seen as a Rorschach test.

Bryan Eisenberg: 00:06:22

Different people depending on where they are, right?

Bryan Eisenberg: 00:06:26

What issues they're facing, what, where they're stuck in their business,

Bryan Eisenberg: 00:06:30

where they're stuck in their lives, are taking different things from it.

Bryan Eisenberg: 00:06:33

Because part of what we did is I.

Bryan Eisenberg: 00:06:37

Yes, it has a lot of wisdom that we, that you may be familiar with if

Bryan Eisenberg: 00:06:40

you've read some of our other books.

Bryan Eisenberg: 00:06:42

Yes.

Bryan Eisenberg: 00:06:42

But we simplified it more so than ever beforehand.

Bryan Eisenberg: 00:06:46

And, and that's all thanks to our friend Elmer Ate.

Bryan Eisenberg: 00:06:49

If you've ever met Elmer at the, at the Wizard Academy, you would know, um, he

Bryan Eisenberg: 00:06:53

used to love to tell us, you know, he.

Bryan Eisenberg: 00:06:54

I thought our stuff was brilliant.

Bryan Eisenberg: 00:06:56

It just wasn't speaking.

Bryan Eisenberg: 00:06:57

Um, I don't know if we could use this on the podcast, but basically dumbass,

Bryan Eisenberg: 00:07:02

of course we can say, well, real speed.

Bryan Eisenberg: 00:07:04

Real speed, right?

Bryan Eisenberg: 00:07:05

Real speed.

Bryan Eisenberg: 00:07:05

But, but really just trying to make things so simple for people.

Bryan Eisenberg: 00:07:09

Right.

Bryan Eisenberg: 00:07:09

Because simple also means mastery.

Bryan Eisenberg: 00:07:10

Yes.

Bryan Eisenberg: 00:07:11

And I think a lot of people mistake that simplicity.

Bryan Eisenberg: 00:07:14

They think they're talking down to kids, and I know you're working on a kid's book.

Bryan Eisenberg: 00:07:17

It's not, it's actually way more difficult.

Bryan Eisenberg: 00:07:19

Yes.

Bryan Eisenberg: 00:07:19

And so.

Bryan Eisenberg: 00:07:21

There's also a lot we chose to leave out of the book, right?

Bryan Eisenberg: 00:07:24

Trying to make bite-sized chapters every chapter, somewhere between 250 and 400

Bryan Eisenberg: 00:07:28

words, and that leaves a lot of the surface of what you're gonna get from

Bryan Eisenberg: 00:07:35

the book, coming from you exploring what those very few words mean to you in your

Bryan Eisenberg: 00:07:42

life today or in your business today.

Dennis Collins: 00:07:45

That that's a great answer.

Dennis Collins: 00:07:46

I I, I wanna also commend you.

Dennis Collins: 00:07:50

For doing something that some authors find it difficult to do, but apparently

Dennis Collins: 00:07:54

you have come to grips with it.

Dennis Collins: 00:07:56

You're very transparent.

Dennis Collins: 00:07:58

You tell a very personal story.

Dennis Collins: 00:08:01

Really throughout this book, you weave it into it.

Dennis Collins: 00:08:04

It's not just one part, it's woven into it.

Dennis Collins: 00:08:08

Would you mind sharing that story and, and maybe enticing, you

Dennis Collins: 00:08:12

know, in a way that hopefully gets people to say, I gotta read this.

Dennis Collins: 00:08:15

Okay.

Bryan Eisenberg: 00:08:17

Yeah, let me spin it back a little bit because it'll kind

Bryan Eisenberg: 00:08:21

of set it up for the, the right place.

Bryan Eisenberg: 00:08:23

Sure.

Bryan Eisenberg: 00:08:23

Um.

Bryan Eisenberg: 00:08:25

About 18 years ago, uh, Jeffrey and I left our agency.

Bryan Eisenberg: 00:08:29

Um, we had, uh, turned our agency into a software company, uh, took it public

Bryan Eisenberg: 00:08:34

through reverse merger and the market crashed and all the money that we

Bryan Eisenberg: 00:08:38

were supposed to get as investments, um, you know, most of it dried up.

Bryan Eisenberg: 00:08:42

They sent a little bit in good earnest money and all that.

Bryan Eisenberg: 00:08:44

Anyway,

Leah Bumphrey: 00:08:44

wait a minute.

Leah Bumphrey: 00:08:45

That never happens.

Leah Bumphrey: 00:08:46

What.

Bryan Eisenberg: 00:08:47

Yeah, ma. Massive failure.

Bryan Eisenberg: 00:08:49

Anyway, we were busting our, you know, whats to try to get the business

Bryan Eisenberg: 00:08:53

working and we turned it, despite some of the professional management

Bryan Eisenberg: 00:08:57

that we had, they were resistant to really turning it into a software

Bryan Eisenberg: 00:09:00

companies, right services software.

Bryan Eisenberg: 00:09:04

And we took control back and we got it all back.

Bryan Eisenberg: 00:09:06

We got it up to over a hundred customers paying on a subscription model.

Bryan Eisenberg: 00:09:10

And, um, we asked the investors, Hey, could we get some more of, uh, of the

Bryan Eisenberg: 00:09:15

stock now that we've got it alive?

Bryan Eisenberg: 00:09:17

And we weren't taking money at that point.

Bryan Eisenberg: 00:09:19

It was, it was, it was a big mess.

Bryan Eisenberg: 00:09:20

Anyway, they said, no.

Bryan Eisenberg: 00:09:21

I said goodbye.

Bryan Eisenberg: 00:09:23

A few weeks later, Jeffrey left.

Bryan Eisenberg: 00:09:25

And at that point, I, I, I did a real look at myself and I realized

Bryan Eisenberg: 00:09:29

I had ballooned up to 277 pounds.

Bryan Eisenberg: 00:09:32

Oh, wow.

Bryan Eisenberg: 00:09:33

Um, I had, um, uh, two kids.

Bryan Eisenberg: 00:09:35

My third was on the way.

Bryan Eisenberg: 00:09:37

Um, my youngest, my middle one, now Sammy was a baseball player.

Bryan Eisenberg: 00:09:41

He had just finished T-Ball and I already saw that I, I wasn't able to keep up

Bryan Eisenberg: 00:09:45

with him, let alone now a third child.

Bryan Eisenberg: 00:09:48

I spent the, the next 10 months losing over a hundred pounds.

Bryan Eisenberg: 00:09:52

Wow.

Bryan Eisenberg: 00:09:52

Uh, and getting my health in order.

Bryan Eisenberg: 00:09:53

And, um, I, I told myself a story back then that, uh.

Bryan Eisenberg: 00:10:00

I needed to do this in order to keep up with my kids.

Bryan Eisenberg: 00:10:03

It wasn't about my health, it wasn't about business, it wasn't anything.

Bryan Eisenberg: 00:10:05

It was just about keeping up with my kids.

Bryan Eisenberg: 00:10:07

'cause connecting with my family is the most important thing.

Bryan Eisenberg: 00:10:10

Like at the end of the day, as much as I, you know, I love impacting the

Bryan Eisenberg: 00:10:14

world, obviously, you know, I want to impact my kids more than anything.

Bryan Eisenberg: 00:10:16

Right?

Bryan Eisenberg: 00:10:17

Of course.

Bryan Eisenberg: 00:10:17

Yeah.

Bryan Eisenberg: 00:10:18

And it allowed me to be present for them as an entrepreneur.

Bryan Eisenberg: 00:10:21

And that's, I've always loved that.

Bryan Eisenberg: 00:10:22

It's why it inspired my last book, right.

Bryan Eisenberg: 00:10:24

The Rice and Beans Millionaire.

Bryan Eisenberg: 00:10:25

Right.

Bryan Eisenberg: 00:10:25

It was to share those stories of being an entrepreneur for them,

Bryan Eisenberg: 00:10:29

that I could be there to play catch with my son for all these years.

Bryan Eisenberg: 00:10:31

It meant so much to me.

Bryan Eisenberg: 00:10:33

Yeah.

Bryan Eisenberg: 00:10:35

Spin back now, few more years forward, uh, COVID hit.

Bryan Eisenberg: 00:10:40

Mm-hmm.

Bryan Eisenberg: 00:10:40

And of course I was speaking all over the globe before that.

Bryan Eisenberg: 00:10:43

Um.

Bryan Eisenberg: 00:10:44

We had, uh, you know, still doing a little consultancy and stuff like that.

Bryan Eisenberg: 00:10:49

We had finished, uh, working with Google.

Bryan Eisenberg: 00:10:51

Um, had a num, a huge success there.

Bryan Eisenberg: 00:10:55

And, uh, got frustrated at the end because, like I said, some of the

Bryan Eisenberg: 00:10:59

management changes and some of the things got rolled back, even though

Bryan Eisenberg: 00:11:02

it was billions of dollars in Lyft.

Bryan Eisenberg: 00:11:05

And we got, kind of got frustrated.

Bryan Eisenberg: 00:11:07

So we said, okay, we're gonna start working more with small businesses.

Bryan Eisenberg: 00:11:11

So, you know, we were doing that, we were advising a couple companies

Bryan Eisenberg: 00:11:13

doing a little consulting, you know, on, on, on their stuff.

Bryan Eisenberg: 00:11:17

But my world shrunk and the weight slowly crept up.

Bryan Eisenberg: 00:11:21

And um, those of you who know Jeffrey know that he also dealt with several

Bryan Eisenberg: 00:11:26

health issues over the last few years.

Dennis Collins: 00:11:28

He did, unfortunately.

Bryan Eisenberg: 00:11:29

And, um, he's fine now and working on an exciting new project.

Bryan Eisenberg: 00:11:35

And it was July of last year when, um.

Bryan Eisenberg: 00:11:40

I decided that I was gonna get, um, direct medical care for all the caregivers

Bryan Eisenberg: 00:11:46

in my wife's, uh, home care business.

Bryan Eisenberg: 00:11:50

We bought a franchise 'cause I wanted her to be an entrepreneur and, and, and

Bryan Eisenberg: 00:11:54

have those joys, the headaches as well.

Bryan Eisenberg: 00:11:55

But the joys too.

Leah Bumphrey: 00:11:57

Understand the headaches, have the joys.

Bryan Eisenberg: 00:12:00

Yes, correct.

Bryan Eisenberg: 00:12:01

But, um, so we signed up for the direct care practice and we signed

Bryan Eisenberg: 00:12:05

the whole family up just so we can all take advantage of it and

Bryan Eisenberg: 00:12:08

have the minimum number to get the discount, blah, blah, blah.

Bryan Eisenberg: 00:12:11

And we all got our blood work and here I am.

Bryan Eisenberg: 00:12:13

I'm, I'm walking every day, 7,500 to 10,000 steps.

Bryan Eisenberg: 00:12:17

I'm eating plant-based, minimally processed food.

Bryan Eisenberg: 00:12:20

Wow.

Bryan Eisenberg: 00:12:20

And yeah, I put on a little bit weight, but I didn't realize it was bad.

Bryan Eisenberg: 00:12:25

And then I got a blood test and my blood sugar showed I was 3 76.

Bryan Eisenberg: 00:12:30

My A1C was, I think, 13 nine or something like that.

Bryan Eisenberg: 00:12:33

It was, it was insane.

Bryan Eisenberg: 00:12:35

Blood pressure, high, all kinds of issues.

Bryan Eisenberg: 00:12:37

I had, I had a painful bunion for years that I, that I didn't,

Bryan Eisenberg: 00:12:40

um, even realize how bad it was.

Bryan Eisenberg: 00:12:42

Obviously I was maintaining with some chiropractic, but these were all related.

Bryan Eisenberg: 00:12:48

Within four months, I reversed everything.

Bryan Eisenberg: 00:12:52

Um, and I, we can talk a little bit more about how, but the main, the

Bryan Eisenberg: 00:12:56

main thing for me was I knew all those months while the weight was creeping

Bryan Eisenberg: 00:13:02

up while I was trying to lose weight.

Bryan Eisenberg: 00:13:04

But even as I was taking my steps, um, I. The story wasn't resonate anymore.

Bryan Eisenberg: 00:13:10

My kids are grown up.

Bryan Eisenberg: 00:13:10

My youngest is driving now.

Bryan Eisenberg: 00:13:12

Uh, you know, my, my middle one was, you know, off to college.

Bryan Eisenberg: 00:13:16

He's working right now.

Bryan Eisenberg: 00:13:16

My, my oldest as well, and keeping up with my kids wasn't the challenge anymore.

Bryan Eisenberg: 00:13:21

So that story creates friction, right?

Bryan Eisenberg: 00:13:23

When it doesn't align with who you are as a, as a person.

Bryan Eisenberg: 00:13:26

It's not authentic anymore.

Bryan Eisenberg: 00:13:27

Yep.

Bryan Eisenberg: 00:13:28

Your body reflects it.

Bryan Eisenberg: 00:13:29

And so I ended up with brain fog and fatigue and I needed naps every day.

Bryan Eisenberg: 00:13:34

And I, I lacked clarity and lacked motivation sometimes, you know, even

Bryan Eisenberg: 00:13:38

getting those 7,500 steps was, 'cause I was walking my dog in the morning.

Bryan Eisenberg: 00:13:41

That's where I got most of my steps.

Bryan Eisenberg: 00:13:43

Right.

Bryan Eisenberg: 00:13:43

It was 'cause of my dog needed to walk too.

Bryan Eisenberg: 00:13:46

Right.

Bryan Eisenberg: 00:13:46

And, and.

Bryan Eisenberg: 00:13:47

So I was doing it, but I wasn't really living life.

Bryan Eisenberg: 00:13:50

And I was sitting on the couch most of the day trying to

Bryan Eisenberg: 00:13:52

wait for the day to come over.

Bryan Eisenberg: 00:13:54

Mm-hmm.

Bryan Eisenberg: 00:13:54

And, uh, when I got that blood work and the practitioner told me, you know,

Bryan Eisenberg: 00:13:59

I, I, I wanna put you on medication.

Bryan Eisenberg: 00:14:00

I said, Nope, you, you gotta gimme three weeks.

Bryan Eisenberg: 00:14:04

Wow.

Bryan Eisenberg: 00:14:04

And I knew at that moment I can either, unfortunately, follow the

Bryan Eisenberg: 00:14:08

path of my brother who's been through a number of illnesses and have to

Bryan Eisenberg: 00:14:11

take all kinds of medication or.

Bryan Eisenberg: 00:14:13

I can be that person who's disciplined and change what I'm doing and change my life.

Bryan Eisenberg: 00:14:20

And since then, I can't even tell you the amount of change that's happened,

Dennis Collins: 00:14:23

that that is one, that story alone to me is inspiring.

Dennis Collins: 00:14:27

And, and you weave that throughout this book.

Dennis Collins: 00:14:31

Uh, you, you, there's one chapter in particular, chapter

Dennis Collins: 00:14:34

86, building a persuasive system for health Transformation.

Dennis Collins: 00:14:39

You even address it directly for, like you said, this book.

Dennis Collins: 00:14:42

You read into this as the reader what you wanna read into it.

Dennis Collins: 00:14:46

Yeah.

Dennis Collins: 00:14:46

The other cool thing is every chapter stands on its own.

Dennis Collins: 00:14:50

Yes.

Dennis Collins: 00:14:50

You don't have to read chapter three to understand Chapter 10.

Dennis Collins: 00:14:54

Yeah.

Dennis Collins: 00:14:54

I mean, there is some

Bryan Eisenberg: 00:14:55

flow to it.

Bryan Eisenberg: 00:14:57

Yeah, there is some connect, but yes, you can pick up any

Bryan Eisenberg: 00:15:00

chapter any day and be like.

Bryan Eisenberg: 00:15:02

Wow, there's something there I need to chew on.

Bryan Eisenberg: 00:15:05

No, no pun intended.

Bryan Eisenberg: 00:15:06

Or maybe a small pun intended.

Bryan Eisenberg: 00:15:08

Right.

Bryan Eisenberg: 00:15:08

Um, that, that you can apply to your life or to your business immediately.

Dennis Collins: 00:15:13

I mean, I, I am now truth truthful statement.

Dennis Collins: 00:15:17

I am now using this book as one of my day starters.

Dennis Collins: 00:15:20

The one I day starter rituals, I'll pick a chapter.

Dennis Collins: 00:15:23

It doesn't make a difference because every one of them has a nugget.

Dennis Collins: 00:15:27

Every one of them says, holy bleep.

Dennis Collins: 00:15:30

I. That's something I need to think about or that's something, yeah, I've been doing

Dennis Collins: 00:15:34

that and I need to continue doing that.

Dennis Collins: 00:15:36

So,

Leah Bumphrey: 00:15:37

and I, conversation podcast, feel.

Leah Bumphrey: 00:15:43

Like, I've never had the honor of meeting you in person, Bryan, but I've, I, I've

Leah Bumphrey: 00:15:47

heard so much about you and then, and I've read your other books, and then

Leah Bumphrey: 00:15:50

I just feel like I was further down the rabbit hole of who this guy is.

Leah Bumphrey: 00:15:54

I related to the fact that you love your brother.

Leah Bumphrey: 00:15:56

Your brother had stuff going on.

Leah Bumphrey: 00:15:57

I worked with my sister for years and there's wonderful parts of that.

Leah Bumphrey: 00:16:01

And then there's also the challenging parts of that.

Leah Bumphrey: 00:16:04

And you were true to that thread.

Leah Bumphrey: 00:16:06

Through the whole thing, you were truth to the thread of having to make a choice.

Leah Bumphrey: 00:16:11

Because yeah, anybody can decide to do, and I won't even say the easier way, but

Leah Bumphrey: 00:16:15

it's a path towards pharmaceuticals, and this is, I'm going in this direction,

Leah Bumphrey: 00:16:19

I've made this decision or personal responsibility in a different way.

Leah Bumphrey: 00:16:25

And I just feel like I know you.

Leah Bumphrey: 00:16:27

I feel like I could sit down and have a decent cup of coffee with you and

Leah Bumphrey: 00:16:30

go, okay, this reminded me of this.

Leah Bumphrey: 00:16:32

And did you mean this when you said that?

Leah Bumphrey: 00:16:33

Or did I just think that,

Dennis Collins: 00:16:36

that's great, great analysis, Leo.

Dennis Collins: 00:16:39

I mean, exactly.

Dennis Collins: 00:16:39

I mean it's, it's very human and that's what's missing, as

Dennis Collins: 00:16:43

you know, in so many stories.

Dennis Collins: 00:16:45

You know, we talk about storytelling and yet we leave out sometimes

Dennis Collins: 00:16:50

the most important factor.

Dennis Collins: 00:16:51

The person, the human, the feelings, the emotions that we all have.

Dennis Collins: 00:16:56

You're not afraid to share those and they resonate.

Bryan Eisenberg: 00:16:59

It's, it's deeper than that.

Bryan Eisenberg: 00:17:01

And there, there's a chapter in the book about that.

Bryan Eisenberg: 00:17:03

One of my friends keeps joking all the time.

Bryan Eisenberg: 00:17:05

We'd have conversations.

Bryan Eisenberg: 00:17:06

Yep.

Bryan Eisenberg: 00:17:06

There's a chapter in the book about that too.

Bryan Eisenberg: 00:17:08

Yeah.

Bryan Eisenberg: 00:17:08

There's a chapter about everything.

Bryan Eisenberg: 00:17:10

Frankly.

Bryan Eisenberg: 00:17:10

Yes.

Bryan Eisenberg: 00:17:11

We, we talk in the wizard world about brand diamonds.

Bryan Eisenberg: 00:17:16

Okay.

Bryan Eisenberg: 00:17:17

And, and a good brand diamond.

Bryan Eisenberg: 00:17:18

You know, obviously we have our core and our mission, our passion,

Bryan Eisenberg: 00:17:21

like those, those are obvious.

Bryan Eisenberg: 00:17:23

That's like, okay, we know what these guys are, are, are doing, but where

Bryan Eisenberg: 00:17:28

we really connect with people is in their quirks and idiosyncrasies and,

Bryan Eisenberg: 00:17:32

and, and in our vulnerabilities.

Bryan Eisenberg: 00:17:34

That is what makes us uniquely human, right.

Bryan Eisenberg: 00:17:37

We're all flawed.

Bryan Eisenberg: 00:17:38

We all have challenges and I think too many people are afraid to.

Bryan Eisenberg: 00:17:42

Be authentic about what their pain is and the their, that's part of

Bryan Eisenberg: 00:17:46

what their origin story, it's what got them to where they are today.

Bryan Eisenberg: 00:17:49

And, um, I was not afraid to, to share that.

Bryan Eisenberg: 00:17:53

Uh, you know, we've, we've made plenty of mistakes in, uh, in our career.

Bryan Eisenberg: 00:17:57

Um, we've had massive successes.

Bryan Eisenberg: 00:18:02

At the end of the day, it's about being human, connecting with

Bryan Eisenberg: 00:18:05

people at, at a much deeper level.

Bryan Eisenberg: 00:18:08

And, uh, it's only in the absence of it sometimes that you recognize that.

Bryan Eisenberg: 00:18:13

And like I said, I didn't realize how bad my brain fog was.

Bryan Eisenberg: 00:18:16

I didn't realize how bad the fatigue was.

Bryan Eisenberg: 00:18:19

I didn't realize the small aches and pains.

Bryan Eisenberg: 00:18:22

I didn't need to live that way.

Bryan Eisenberg: 00:18:23

I thought it was just aging.

Bryan Eisenberg: 00:18:25

We see a lot of that in communities that right after COVID too, right?

Bryan Eisenberg: 00:18:30

We isolated, we preferred Zoom.

Bryan Eisenberg: 00:18:31

We weren't meeting in person.

Bryan Eisenberg: 00:18:33

We weren't connecting.

Bryan Eisenberg: 00:18:34

We didn't realize how much we, we ache even those introverts of us right?

Bryan Eisenberg: 00:18:39

To connect with people on a real basis.

Bryan Eisenberg: 00:18:42

And so, um, yeah, it became a, it became a priority to make sure

Bryan Eisenberg: 00:18:46

that, you know, there wasn't any persona, any mask showing up here.

Bryan Eisenberg: 00:18:51

It was a real person.

Leah Bumphrey: 00:18:53

Okay.

Leah Bumphrey: 00:18:53

You, you, you used the con Sorry, Dennis, I just wanna ask you, you,

Leah Bumphrey: 00:18:56

at the beginning of that beautiful paragraph, you were very specific about,

Leah Bumphrey: 00:19:01

you weren't afraid to, but was there a moment where you paused and said,

Leah Bumphrey: 00:19:06

oh, should I, should I like, because I'm thinking about our, our small

Leah Bumphrey: 00:19:11

business owners that are listening.

Leah Bumphrey: 00:19:13

There's a moment when they're gonna change their business, when they're

Leah Bumphrey: 00:19:15

gonna do something different and they're ready to gungho go gungho.

Leah Bumphrey: 00:19:18

But it might be someone else.

Leah Bumphrey: 00:19:20

It might be the voice in the back of their head or a memory, and it's just that.

Leah Bumphrey: 00:19:23

So did you experience that or was that not a

Bryan Eisenberg: 00:19:27

Yes.

Bryan Eisenberg: 00:19:28

When.

Bryan Eisenberg: 00:19:30

I first lost a hundred pounds.

Bryan Eisenberg: 00:19:31

I was very passionate about teaching people do it.

Bryan Eisenberg: 00:19:34

And there are a lot of digital marketers out there today who've

Bryan Eisenberg: 00:19:38

followed my path and journey.

Bryan Eisenberg: 00:19:40

Um, people like Leo and a bunch of them who decided they saw my

Bryan Eisenberg: 00:19:45

weight loss transformation back then, and they did the same thing.

Bryan Eisenberg: 00:19:47

So it was inspiring.

Bryan Eisenberg: 00:19:49

And I told Jeffrey, I wanna go out there, uh, you know, and, and talk about it more.

Bryan Eisenberg: 00:19:53

And, and he was kind of resistant of us doing that because he didn't, he didn't

Bryan Eisenberg: 00:19:57

know if he could keep up with that story.

Bryan Eisenberg: 00:19:59

Mm. And we were partners.

Bryan Eisenberg: 00:20:02

Yeah.

Bryan Eisenberg: 00:20:02

And when I told him about.

Bryan Eisenberg: 00:20:04

This book and what I wanted to do, um, and it's why I decided to record the audio

Bryan Eisenberg: 00:20:10

book as well, so it will be in my voice.

Bryan Eisenberg: 00:20:11

It's all recorded.

Bryan Eisenberg: 00:20:12

It's being edited now.

Bryan Eisenberg: 00:20:13

Good.

Bryan Eisenberg: 00:20:14

Um, he said, yes, it's your story and, uh, you know.

Bryan Eisenberg: 00:20:20

You can share it with, you know, as much detail or as little detail as possible.

Bryan Eisenberg: 00:20:24

I didn't go into the specifics of his illness, but you know, yes.

Bryan Eisenberg: 00:20:27

He, you know, he went through several things over the, the last few years.

Bryan Eisenberg: 00:20:30

Um, and those absolutely left an impact, right.

Bryan Eisenberg: 00:20:33

I lost, I lost both my parents to cancer.

Bryan Eisenberg: 00:20:36

So health is definitely at the forefront.

Bryan Eisenberg: 00:20:39

Um, you know, my, my son over the last year had to stop playing baseball

Bryan Eisenberg: 00:20:43

'cause he had a, an injury from sports and he was in chronic pain

Bryan Eisenberg: 00:20:46

for the last year that we were just trying to figure out what it was.

Bryan Eisenberg: 00:20:50

He's now doing better.

Bryan Eisenberg: 00:20:53

I, I think we are all vulnerable and, and we all have our own pain points.

Bryan Eisenberg: 00:20:58

And as a business owner, whether it's laying a a, the, probably the

Bryan Eisenberg: 00:21:02

most common one is waking up in the middle of the night because

Bryan Eisenberg: 00:21:06

they're so concerned about something.

Bryan Eisenberg: 00:21:08

Yes.

Bryan Eisenberg: 00:21:08

Okay.

Bryan Eisenberg: 00:21:08

That is a warning sign.

Bryan Eisenberg: 00:21:12

Something is going on with your body.

Bryan Eisenberg: 00:21:14

It's not that you just have to go take the chicken paws and go to the restroom, okay?

Bryan Eisenberg: 00:21:20

Right.

Bryan Eisenberg: 00:21:21

Your, your nervous system is telling you, Hey, there's smoke here.

Bryan Eisenberg: 00:21:26

Interesting.

Bryan Eisenberg: 00:21:26

Go take care of the fire.

Bryan Eisenberg: 00:21:28

And unfortunately we wave away the smoke, the smoke alarm goes off.

Bryan Eisenberg: 00:21:32

We're like, okay, I'm gonna go to the next thing.

Bryan Eisenberg: 00:21:34

And we add more to the pile, more to the pile, more to the pile.

Bryan Eisenberg: 00:21:37

And then it becomes this giant elephant sitting on your chest, on

Bryan Eisenberg: 00:21:41

your neck, on your head, wherever the, the bigger issues are.

Bryan Eisenberg: 00:21:45

And, uh, it's a, it's a terrible spiral.

Bryan Eisenberg: 00:21:48

And the deeper you dig into it, the harder it is.

Bryan Eisenberg: 00:21:51

But I, I, I do wanna remind people, look, you know, it took

Bryan Eisenberg: 00:21:53

me years to get where I was.

Bryan Eisenberg: 00:21:56

It took me four months to turn it all around.

Bryan Eisenberg: 00:21:59

That's

Dennis Collins: 00:22:00

amazing.

Dennis Collins: 00:22:00

Yeah.

Dennis Collins: 00:22:01

Amazing.

Bryan Eisenberg: 00:22:02

Okay.

Bryan Eisenberg: 00:22:03

My blood sugar hovers in the seventies and eighties.

Bryan Eisenberg: 00:22:05

Now

Dennis Collins: 00:22:07

from the three seventies to.

Dennis Collins: 00:22:10

And no medication.

Dennis Collins: 00:22:11

No medication.

Dennis Collins: 00:22:12

That, that is unbelievable.

Dennis Collins: 00:22:15

I happen to believe as obviously you do that, that the

Dennis Collins: 00:22:19

body is a healing apparatus.

Dennis Collins: 00:22:22

It can heal itself if you let it heal itself, if you don't interfere with its

Dennis Collins: 00:22:28

healing, and obviously you tapped into that, you, you found a way to do that.

Bryan Eisenberg: 00:22:33

You, you, you hit it.

Bryan Eisenberg: 00:22:34

Exactly.

Bryan Eisenberg: 00:22:35

So when my.

Bryan Eisenberg: 00:22:37

Practitioner told me about the, the blood sugar results and wanted

Bryan Eisenberg: 00:22:40

me to come in and get medication.

Bryan Eisenberg: 00:22:42

Yeah.

Bryan Eisenberg: 00:22:44

I've been mentoring a young entrepreneur here in Austin.

Bryan Eisenberg: 00:22:46

Um, Paul has met him as well.

Bryan Eisenberg: 00:22:49

Uh, Dr. Matt Delgado from Lifespring Chiropractic, who is not your

Bryan Eisenberg: 00:22:52

typical chiropractor, and go into his origin story, everything afterwards.

Bryan Eisenberg: 00:22:57

But on his wall for all these years are the words we believe in miracles.

Bryan Eisenberg: 00:23:04

Right.

Bryan Eisenberg: 00:23:04

And he talked about how the body given the right environment, can heal itself.

Bryan Eisenberg: 00:23:09

And it can, it can.

Bryan Eisenberg: 00:23:11

And because of my relationship with him, I'd hear all of these people

Bryan Eisenberg: 00:23:15

who've had issues with PCOS and anxiety and, uh, they needed search

Bryan Eisenberg: 00:23:21

and all of a sudden not needing it.

Bryan Eisenberg: 00:23:22

And so I know these miracles were possible.

Bryan Eisenberg: 00:23:24

And I said, stop.

Bryan Eisenberg: 00:23:26

No medication.

Bryan Eisenberg: 00:23:26

I want three weeks.

Bryan Eisenberg: 00:23:28

Three weeks.

Bryan Eisenberg: 00:23:29

Cut it in half.

Bryan Eisenberg: 00:23:31

Then I got a continuous glucose monitor and once I had the data Yes,

Bryan Eisenberg: 00:23:36

now and my mind you right, I founded a Digital Analytics Association.

Bryan Eisenberg: 00:23:39

People think I love data, no data tells a story.

Bryan Eisenberg: 00:23:44

And I wanted the story of what was going on.

Bryan Eisenberg: 00:23:47

And once I knew the story, I was able to modify different behaviors.

Bryan Eisenberg: 00:23:51

And so one of the simplest behaviors.

Bryan Eisenberg: 00:23:52

Okay, and, and Dennis, this is I'm sure gonna reply to you,

Bryan Eisenberg: 00:23:56

how many meals a day do you eat?

Bryan Eisenberg: 00:23:58

Hmm, three.

Bryan Eisenberg: 00:24:00

Great.

Bryan Eisenberg: 00:24:01

How many walks after your meals do you take?

Bryan Eisenberg: 00:24:05

You got me, zippity.

Dennis Collins: 00:24:07

Doda.

Dennis Collins: 00:24:08

Oh, Dennis, we've talked about this after Phil.

Dennis Collins: 00:24:10

No, no, I do.

Dennis Collins: 00:24:11

I do the gym, but I don't walk after a meal.

Bryan Eisenberg: 00:24:15

Right.

Bryan Eisenberg: 00:24:15

So now all I'm gonna ask you to do, to change your life Yeah.

Bryan Eisenberg: 00:24:19

Is 10 to 15 minutes give a friend a call while you're walking.

Bryan Eisenberg: 00:24:24

Okay.

Bryan Eisenberg: 00:24:25

After every meal, it'll just stabilize your blood sugar.

Bryan Eisenberg: 00:24:28

It'll keep you healthier.

Bryan Eisenberg: 00:24:30

That's it.

Bryan Eisenberg: 00:24:31

It's not big commitments 'cause you don't eat an elephant, a massive bite at a time.

Dennis Collins: 00:24:36

Therefore, the name therefore the name of the book.

Dennis Collins: 00:24:38

I love it.

Dennis Collins: 00:24:38

It all ties together, you know.

Dennis Collins: 00:24:40

Can I, can I take now what you've been saying?

Dennis Collins: 00:24:43

I wanna dive just quickly into a couple of the chapters.

Dennis Collins: 00:24:47

George, one of your chapters is about data and I. I'm trying to remember it.

Dennis Collins: 00:24:54

I did make some notes on it, so let me look.

Dennis Collins: 00:24:56

Let's see if I can, there are a lot of chapters, so you're trying to talk

Leah Bumphrey: 00:24:58

like a science nerd.

Leah Bumphrey: 00:24:59

You're starting to talk about specifics.

Leah Bumphrey: 00:25:01

I just wanna remind our listeners and remind Bryan that we're about

Leah Bumphrey: 00:25:05

the story, we're about the emotion.

Leah Bumphrey: 00:25:08

This is all about heart and goodness.

Leah Bumphrey: 00:25:10

You have me here.

Leah Bumphrey: 00:25:11

Otherwise, you know, this would be a dead point and we'd have to

Leah Bumphrey: 00:25:15

fast forward to the chicken part.

Dennis Collins: 00:25:17

Leah, you'll be very pleased with how I will handle this, okay?

Dennis Collins: 00:25:22

Okay.

Dennis Collins: 00:25:23

It relates to Bryan's CGM.

Dennis Collins: 00:25:26

It's a continuous glucose monitor.

Dennis Collins: 00:25:28

It's new technology, as we know.

Dennis Collins: 00:25:30

It gives you, uh, uh, some of my relatives have these things.

Dennis Collins: 00:25:34

It gives you a minute by second, by second reading of your blood glucose, right?

Bryan Eisenberg: 00:25:38

Yeah.

Bryan Eisenberg: 00:25:39

And, and it's been out for a while, but it's now over the counter.

Bryan Eisenberg: 00:25:42

You can purchase it.

Dennis Collins: 00:25:46

Here's the deal.

Dennis Collins: 00:25:47

It gives person with that blood sugar problems either too low or too high.

Dennis Collins: 00:25:52

It gives them real time advice on what happened.

Dennis Collins: 00:25:56

How did they get too low or how did they get too high?

Dennis Collins: 00:25:59

Am I correct on that?

Bryan Eisenberg: 00:26:00

Yes.

Bryan Eisenberg: 00:26:01

But I'm gonna take it even more so it's not about the problems.

Bryan Eisenberg: 00:26:03

So I now I'm gonna, I'm gonna tell you something you probably never heard, and

Bryan Eisenberg: 00:26:06

Leah, you're gonna appreciate this one.

Bryan Eisenberg: 00:26:10

You know what the word aging, where it comes from.

Bryan Eisenberg: 00:26:15

I don't Aging stands for advanced glycation end products.

Bryan Eisenberg: 00:26:23

Hmm.

Bryan Eisenberg: 00:26:24

Fancy name, age.

Leah Bumphrey: 00:26:26

Oh, I'm loving this.

Bryan Eisenberg: 00:26:27

Okay.

Bryan Eisenberg: 00:26:28

Um, I just finished cooking the chicken.

Bryan Eisenberg: 00:26:30

You know when you put chicken like raw, raw, it's got that

Bryan Eisenberg: 00:26:34

pink cartilage and all of that.

Bryan Eisenberg: 00:26:36

What happens as you cook it, it turns.

Bryan Eisenberg: 00:26:38

Tan or brown, doesn't it?

Bryan Eisenberg: 00:26:40

Correct.

Bryan Eisenberg: 00:26:40

That's the glycation happening.

Bryan Eisenberg: 00:26:42

That's the burning of the sugars.

Bryan Eisenberg: 00:26:45

Oh, okay.

Bryan Eisenberg: 00:26:46

And every time your body spikes your sugar, you are

Bryan Eisenberg: 00:26:51

glycating yourself from inside.

Bryan Eisenberg: 00:26:53

You are cooking yourself like a chicken from inside.

Bryan Eisenberg: 00:26:57

Wow.

Bryan Eisenberg: 00:26:59

The reason being.

Bryan Eisenberg: 00:27:00

So if that blood sugar gets too high.

Bryan Eisenberg: 00:27:03

That's why you walk right after you eat.

Bryan Eisenberg: 00:27:05

It just brings it right back to natural balance and you're not gonna glyc.

Bryan Eisenberg: 00:27:09

So you'll look younger, your skin will grow better.

Bryan Eisenberg: 00:27:12

Um, damn.

Bryan Eisenberg: 00:27:13

Yeah.

Bryan Eisenberg: 00:27:13

I actually have a friend who's, I gotta take a break right now.

Bryan Eisenberg: 00:27:16

I gotta go along like Botox lifestyle and it's all about understanding

Bryan Eisenberg: 00:27:20

this core premise of glycation.

Dennis Collins: 00:27:23

Yeah.

Dennis Collins: 00:27:24

That's, I I never knew that.

Dennis Collins: 00:27:27

But you have now just, uh, given me a, see, I, I have a, a, a wife who loves

Dennis Collins: 00:27:32

to walk and a dog who needs to walk.

Dennis Collins: 00:27:34

So you, you now have given me motivation.

Dennis Collins: 00:27:36

You're going to make my wife very happy because I will now

Dennis Collins: 00:27:39

say, honey, let's go take a walk.

Dennis Collins: 00:27:42

Tonight after dinner.

Bryan Eisenberg: 00:27:44

I love it.

Dennis Collins: 00:27:45

So you've just probably given my marriage 10 more

Dennis Collins: 00:27:48

years, you know, or something.

Dennis Collins: 00:27:49

You know, you, you

Paul Boomer: 00:27:51

didn't know that.

Paul Boomer: 00:27:51

Anyway, I wanna jump in, sir. Paul Boomer here and.

Paul Boomer: 00:27:54

I wanna let you know that this was an hour long conversation, but we decided to split

Paul Boomer: 00:27:59

it into two parts because a, an hour is a long time to listen to a podcast, but

Paul Boomer: 00:28:03

B, it is so powerful that Bryan has been saying that it's better split into two.

Paul Boomer: 00:28:08

So we've done just that.

Paul Boomer: 00:28:10

Now, make sure you come back four part two, because we dive deeper

Paul Boomer: 00:28:12

into the discipline and the the few different rituals that he has

Paul Boomer: 00:28:17

and that he recommends that will transform not only your business,

Paul Boomer: 00:28:20

but also your personal life Plus.

Paul Boomer: 00:28:23

We also explore a hot topic, which is how AI helped him shape his book.

Paul Boomer: 00:28:28

So make sure you come back for part number two with Bryan

Paul Boomer: 00:28:34

Eisenberg.