How Liver King Makes $100,000,000 Per Year | The Untold Story

I do have three companies that make a hundred million dollars a year. These are all bull. This is from from cow, but go ahead and just take This is a six-figure necklace. And so what I want to do is I want to give it to you. And here's the deal, Jack. I got something for you, bro. What up, Primal? The name is Liver King because liver is king. Welcome back to the iced coffee power hour. So far this podcast has made the equivalent of 1 million livers. Wow. What what a currency on that though? Like USD, how much would 1 million livers be equivalent to? I love that you're asking this, right? Cuz you can't box me in, right? Liver is the most valuable thing that I know of, right? And real leadership is seeing worth and potential in people and in things and in opportunities that they yet don't see in themselves. This is what I see in you guys. This is part of the reason why I was so excited to hook up with you guys, right? Because of the great things that you're doing in the world. So what I'm really saying is like the value that you guys are doing and the potential that you have, the kinetic energy that you have is invaluable, immeasurable, right? So the most valuable thing that I know is liver. And we brought some liver that we're going to be able to share here in a couple of minutes. So What's the currency that you can put on that? You can't box me in and put a currency on that. I would just say it's the most valuable possible thing. Sure. Well, the currency on this podcast is $267,000. You can [laughter] put a price on that. So we want to get into your story because it's I mean it's a pretty well-known fact. You're also an entrepreneur. You have multiple different businesses and I mean I heard like a number thrown around a hundred million dollars in like, you know, evaluation of your businesses or something like that. I want to know the entrepreneurial side of things. Where you started and how you got to where you are now. Okay. Well, I give you my word that I'm going to answer that question right after I I tell you guys how appreciative, how grateful I am for you having me here today. Right? I want because I hear this all the time. Hey, thank you for coming. Hey, thank you for having me, right? I don't believe it. I don't buy it, right? I just want to look you guys in the eye so that you can feel what I feel, right? So I can put some words to what thank you really means to me because this is really what I stand for. This hearkens back to the question that you asked before I did that introduction. It's really why do I exist in life? Right? It's cuz I'm the CEO of the Ancestral Lifestyle because people are living a life today of hurt, hate, suffer, struggle, right? People are living with depression, anxiety, autoimmune conditions, infertility. There's a better life to live. And you guys know about this life cuz I know you guys are living in it. It's full of excitement, it's full of adventure, it's full of light, love, and laughter. This is a life that's worth living. And so we can talk about all the entrepreneurial things, but when I say thank you for having me on, I just so desperately need you guys to be kicking ass and doing what you're doing. Because how is this message going to grow like wildfire? How are we going to get the message out to go mainstream if I don't have opportunities like this? When I say thank you, those words, that's precisely what I mean. Thank you so much for coming [laughter] on. It means a ton to us, too. As soon as we saw that DM on our account, I mean like we just lit up. We got super excited, did a ton of research, and we could not be more excited to have you on. Hell yeah. So I'll answer your question and I don't mean to continue to dodge questions, but the two most commonly questions commonly asked questions I get is normally like uh How much do you lift? How long have you been working out? How much money do you make? Oh my god, like trust me, you don't even want to hear this answer, right? If I tell you I've been working out for 37 years, which is true, it's like you guess what? You're not even going to go try. No. You won't even go work out for 20 years if you think if you if you I think people are curious. Well, I I think it shows the dedication and the consistency that's required. So I think the people that get turned off from that wouldn't be appreciative of your message to begin with. So I think, you know, it almost acts like a filter. Well, okay. I'm glad you pushed back. I'm going to give you a little bit more context. So you're right. I do have three companies that make a hundred million dollars a year. They're all high margin companies. I have more companies also that that are kicking ass, but we'll focus on these three. I feel comfortable sharing a whole lot of information about that. What I wish other people would ask is do you lift enough weight to put yourself in unstoppable momentum, right? Do you lift enough weight to create the right types of stimulus, the right types of adaptation to to live a growth and a gains and an abundant mindset? And if you ask that question, right? Cuz that's a resounding yes. How do you do it and why do you do it? This is what I want to hear a lot more. My why in the world is what I've shared with you when we started, right? It's people go to a job that they hate. They come home to a life that they don't love. They sedate themselves with enough junk food, with enough soda, with enough medication, Netflix, whatever, right? Call it a day, call it a week, call it a This is their life, right? Again, this is my why. Right? I have kids that grew up going to the hospital. I don't know if you guys did any research on this, but my kids couldn't breathe, right? They turned blue like Do do Does anyone here have kids? You don't have kids, right? No, not yet. What a horrific feeling this is, right? When your kids stop breathing, they're turning blue. You give them an EpiPen. It starts to help a little bit, but you don't even know how it happened or how it's going to come back. This is my why in the world. Like we figured this out. It was my fault. It was it was what I was feeding them. And and I went to every doctor. What did you feed them? I I fed them the the standard the the traditional American diet. And I was giving I thought it was healthy cuz it was from Whole Foods. have an allergic reaction or what what was the cause? We We believe so. That was the best explanation. That was an allergic reaction to something that we don't know. Okay. And you never knew what it was going to be. They got hives from from our own They're wheezing all the time. They couldn't breathe in life. Like it was very rare that they could actually take a full breath. And this just became normal, right? And so just by doing some of these basic ancestral things, predominantly we just started with eating. We returned them back to nose-to-tail eating. The light bulb came on, right? A personality was expressed that we never knew they had. Right? This is my why in the world, right? This is why I do this stuff. And and and how I do it is with the Liver King company, right? We went from zero to six million followers in one year. And and we have 250 million impressions a month. Right? This is pretty extraordinary, right? This is how I'm doing it is by model teaching and preaching this message so that it goes mainstream. I have these companies that are kicking ass in life. They're doing Three are doing a hundred million a year, right? But but if we look at the money really, money's a proxy for the value that we create in the world, right? Would you agree? So money's just a proxy for the value. And so then I then I normally say back, Okay, so you brought this up. You wanted me to explain these three companies, a hundred million, which we're starting to get into right after 10 minutes of me now than So so now we're getting into this and so I would like to ask you back. I'm I want to get a little bit deeper. Why do you ask? Why do you care? Why do I ask? I think it would be really inspirational story where you could talk about, you know, growing these different businesses, why you decided to grow them like you just mentioned, where you were before, what it took, and then that hopefully could inspire some viewer to do something similar with their own life. I love that. We have a very entrepreneurial audience who just wants to make money. They want to better themselves. And so I think hearing stories like this, it's it's always interesting. I think it peaks people's curiosity to see what developed it, what started the idea, how did you do it? Because a lot of people think, maybe maybe you're naturally gifted from the very beginning, maybe you had this in, maybe you had a connection. How did you do it? And hearing the stories from the ground up just gives people a reason to believe that, you know, there's more ways to do something than just a standard method. Put it that way. Yeah. This is exciting and I'm glad that how many layers you went deep, right? It's not just how much you make, it's why do you do it, right? How do you do it? What it is that you do. Cuz again, we can talk about it from a transactional standpoint. I think it's really easy to achieve. People end up making a ton of money. They've achieved They've achieved they and and now they have an empty life. And that's why I just think it's so important to make sure that we pair, hey, how much money do you make? Why do you do it? Why do you create that kind of value in the world? How do you do it? And then what is it? First off, just to lay the foundation down, where were you born? What was like childhood like? And then let's move on to like high school and like were you a academic person, potentially college? Yeah, all that was I just think was I an academic person? I was just trying to survive days, you know, so I guess we'll get to that. I was born on a naval air station in Sabana Puerto Rico. I come from a military family. My dad died before I had a memory of of of him as he was serving. And and so we were stationed in San Antonio at the time and I just remember elementary school was amazing. I loved elementary school. I It's not that I had friends in elementary school, but I came home and I had friends that lived up the street. That was pretty cool. And I think this is where business actually started. At eight years old I figured out that you could start selling candy on the street. And I would buy it for probably 50 cents a bar and I'd sell it for 60 cents, you know? But but with enough of that I was like, oh my I'm starting to make money. And I don't know if you guys remember Sam's Club came out. And now you could buy a whole box of them. And now you could buy them for like 20 cents a bar and sell them still for 60 cents. And people would call me and I would deliver it to them and I loved it, right? Like this gave me some confidence. And so I remember now going going to middle school. Middle school was horrific. I got the kicked out of me every single day. And I think that this is what really helped me get through. I did work out so I could control some outcomes in my life. That made me feel good. But I also saw a lot of entrepreneurial opportunities. I had a friend Peter who said, "Hey, you want to go sell newspapers with me?" I was like, "What does that involve?" And and it was newspaper subscriptions. And I'll never forget the first time we went Some grown man was taking us 10-year-olds around, dropping us somewhere on the other side of town. And I remember Peter's first pitch, you know, he he knocked on the door and it was, "Excuse me, ma'am. You currently subscribe to the San Antonio Light, which is no longer in business. You currently subscribe to this. We just would like for you to renew your subscription. We want to give it to you absolutely free." I was like, "How is this going to work?" And she starts signing and goes, "All you have to do is pay for Sunday. Sunday 75 cents." And she's like, "Oh, hey, you caught me. This isn't going to work out, you know, we're not going to renew." And then Peter said, "Well, ma'am, would it be okay if I just got a glass of water? Could you give me a glass of water?" She would invite us in. We're little kids. She would invite us in, give us a glass of water. He would ask about a picture or something in the house and he'd say, "Ma'am, we're just trying to make a couple of bucks, right? If you're not going to do it for you, you think you could help us out?" And almost all the time [laughter] it worked out. But here's where we really made the money is at the end of the day we're waiting for this adult man to come pick us up in the van. And and we just got to be there. Let's say he says you got to be there between three and 4. Well, you better be there 2:45. He normally picked you up at 5. So, now we got like 2 hours of dead time. This is where we really made our money was kind of panhandling at the gas station at the pickup point, right? We're sweating bullets cuz it's summertime. And then as the customers would walk out of the 7-Eleven or whatever, uh excuse me, sir. It's really hot outside. Could you spare 15 cents so that we could get a cold beverage? And you almost got a almost always got a quarter or a dollar or whatever that was. Right? And and so, I think early on I started to see some of these things. I'll tell you this one last story. When I was in middle school, I started to figure out Did you guys ever see people that would do pencil fighting? No, what is that? So, you you hold I wish we had pencils. It would be so cool to do this. [laughter] You hold one pencil like this, right? And your opponent is holding his other pencil and he's he's trying to break your pencil when you hold it like that, right? And and of course, if your pencil breaks, then you lose, right? And it gets so popular that now people are saying, "Hey man, I'll buy your pencil from you." And so, people are buying pencils for 25 cents, right? Cuz cuz how competitive and all the testosterone going on. And um [snorts] And so, of course, I saw that as an opportunity. I went to the 99 cent store and I bought a pack of pencils for a dollar. It's so dumb. It's like 5 cents a pencil. I can sell it for 25 cents. And um and the number one problem in pencil fighting is the eraser would fall off. There's like this metal clasp. I took duct tape but just a little sliver of duct tape to secure that eraser. And I and I could differentiate my pencils from everybody else's pencils and I would sell out pencils and I would come home with all these quarters. And and again, like I got the kicked out of me almost every day. And half did take my money. But I felt like a million bucks that I figured some of this stuff out that I could control these outcomes in my life. And this is what I'm talking about some of these opportunities when you're younger, right? When we're not distracted by the phone what the mind can do, what the mind can invent, right? What the mind can even see. So, this is pretty much my upbringing in San Antonio. Um Oh, sorry. I didn't want to interrupt. I was just going to ask, why do you think they picked you to bully? Oh, I I know why. I was the only one of my kind. Uh nobody looked the way I looked. I was the only white guy at school. Mhm. I was the only white guy at at at school. Um and uh I was tiny. I mean, even going into uh high school, I was under 5 ft tall. And so, middle school, I was really short. You know, I was really short. I was really little. Um I had no concept of self-worth. I was completely embarrassed. Like I would look at myself and the way I dressed, the way I looked, you know? In elementary school, I don't think it ever occurred to me, you know, to look at myself like that. And then when you're called all these names and and then people can manhandle you and you've never stood up for yourself and you don't have a dad to put his arm around you and say, "Hey, man. Punch that guy back in the face. Stand up for yourself. You know, do something." I never did any of it. So, I mean, I I I could say like I was an easy target, but I was the easiest target. I was tiny. I was little. I was the only one of my kind. I took it. You know, and and so, this is just what happened, you know, for about 4 or 5 years from about 10 or 11 to about 15 years old is what happened. And how did that shape you in your life? What did it change? Yeah, I would say it it forged me into the evolutionary hunter that I am today, right? You know what? I'm so glad that you asked that because people when I tell it's like, "Oh, this is a sad story." Right? I couldn't be more grateful for those years. This was my first rite of passage. You know, I would say most people never actually have a legitimate rite of passage in their life. So, this was the hardest thing that I'd ever been through at that time in my life. And um for a long time, I was almost embarrassed to tell my kids about it. I was embarrassed to tell my kids about that. And then I realized like this is what gave me the strength. This is what gave me my first rite of passage, my first true struggle that I overcame, that I saw I was able to claw my way out of that myself. Right? And then when you start to figure out those things on your own, right? This is what forges your character. Yeah, so I couldn't be more grateful. You know, what kind of value did I get out of that? I mean, determination, resilience, robustness, you know, um when I saw that I got myself out of it like extreme ownership, real leadership. You know, I figured out that I could actually control and create the life that I actually want to live in. And it made me work out harder. And then one day, I actually figured out what real strength is. Right? Now, when you can impose that kind of force, well, not just physically but mentally, intellectually, right? Like people say, "Oh, I'm the I'm the most dangerous man in the room." And I start cracking up like what? I would say you certainly are in this room currently speaking. Yeah, yeah, yeah. But but I wouldn't pick a fight with you. You could take all of us on at once. Oh, I know that cuz I do that actually all the time. But but the but the this is actually my point, right? The most dangerous man in the room is not the strongest guy in the room, right? Cuz people I hear people say this, "Oh, yeah, it's my goal to be the the most dangerous man in the room." Like what does that mean? Right? Oh, because I'm like this far in jujitsu, you know, because I'm this proficient, you know, like with with a with a firearms and stuff like that. Like, "Okay, cool. You're a warrior, right?" But like what a real king does, right? Is he's able to achieve his outcome. Right? He's able to unite. He's able to provide a cause for a fight and unite and achieve That's the most dangerous guy in the room, right? So, I started to figure out like the the physical part. That that came pretty early. I I didn't figure out I would say 14. Start working out then? No, I started working out at 8. 8? 8 or 9. How How at 9 years old did you go start working out? Like what did you use? Yeah, my mom's boyfriend. His name was Michael Glissner. Okay. He gave me uh a bench. He's like, "Hey, I got this old bench." I'm sure he saw something in me. He said, "Do you want it?" It was all it was horrific. It was falling apart. It was rusty. Cobwebs. I I loved it, you know? And I I was just drawn to it. I think we're drawn to work. You know, and then when you work, we're wired this way. When you fight, overcome, persevere, you get rewarded with a boo- with a boost of androgens and dopamine to do more of the same. He gave me the stuff. I started to do it and I loved it. I never stopped doing it. I remained pretty small height-wise. But I remember I started to like build a chest and I would take my shirt off every time I had the opportunity. Nobody really cared for a while. But then people started to care at about 14. At about 14, I heard somebody say I've I've told this story before but somebody said, "You look like Marky Mark." [snorts] I couldn't believe it. I couldn't believe it. It It changed my life probably. I mean, really, no joke. I would I would It It made my day. It made my year. Maybe made my life. So, I went back and I doubled down on everything. And then people would ask me all the time. I could see that my peers wanted to be like me and for the first time ever, girls started to notice me. So, about that age, I started to realize that I had some I had physical strength, [clears throat] right? But when you start to figure out the strength socially, emotionally, mentally, and spiritually like from a holistic level, I think that's where the danger comes from, right? When I say danger, effective, right? When you're the the the the most physically dominating man, okay, are you dangerous? Sure. You're not the most dangerous man in the room, right? Like a true king can achieve those outcomes that he wants to see in the world without fighting, right? That's a warrior archetype. So, that that's kind of what I figured out at around that age. But if you want to talk about grades, my grades were horrific. My grade I I didn't study anything. And I didn't study a single day for anything. But well, for first of all, for 5 years, I was trying to figure out how to survive. Sure. I mean, I would get punched and I would just wake up and the bell had already rung. And I was like, "Okay, it happened again." Right? You I mean, you punched, knocked out. You wake up, okay, I got to Okay, what time is it? not doing any anything? Dude, if the teachers would break up a fight, they would get the handed to them. Be serious. At the end of The only one that would break up fights would be the coaches. And then the coaches would come from halfway across the campus. And so, by that time, everybody's bloody. And there's gangs and people brought guns to school back then. Steel-toed boots and guns. So, all I cared about was trying to survive really back then. Like I didn't give a about grades. And so, I continued to not give a about grades until um my mom said, "Hey, you got to take the SAT." I'm like, "Okay, I'll take the SAT." I swear to god, I cheated with the person next to me. Of course, I I think I knew that the questions were different. But it was the best that I knew to do. I mean, I didn't understand anything on this thing. Um my mom really forced me to go to college, to go to community college. I couldn't get into any college. I got to a community college. But this is this is the truth. You guys are going to love this. Um I They were all remedial classes. All of them. And um the students in there next to me, they couldn't speak English. So, I'm starting to realize I'm doing math and reading and and these basic, you know, subjects with people that can't speak English. I I think to myself, "Holy shit." [laughter] I'm like, you know, at the time it's Brian. I'm so I'm so wired to say and Liver King thinks this, right? But Brian thinks, "Oh my god, you're better than this, man. Like you you got to do better. You got to be better." So, I took things seriously. I took them so seriously that um I made straight A's from then on. I got a full ride. I got into an actual college. I got into Texas Tech University. I got a full academic scholarship. I did an undergraduate thesis in biochemistry. Um so, I got my together, right? But I mean, I do nothing. You know, and so, my kids are homeschooled. They're they're self-taught right now. And so, sometimes, you know, the friends will come over that they know physics, you know, that they they know like some legitimate you know, stuff. And sometimes Liver King is like, "Um Hey, does that ever worry you?" [snorts] And I'm like, "Does that worry me? Listen, I went to 18 years old before I started to study some of that stuff. But let me tell you the value that we're creating in our boys, right? Like we we've brought them into everything that I do. I don't go anywhere without them. So, again, thank you for being so gracious to host them here, too, cuz I don't go anywhere without my family. They've been to the Amazon. They've been to Africa. This year, we're going to Mongolia and Dubai next month, right? All the business conversations I have, they're brought into that. Right? So, it's like the the I feel like the upbringing that they're get- getting right now is pretty profound. That's important to me. So, um I I didn't care about grades until I had to care about grades. Um and and then when I cared about grades, you know, I I Listen, I know I don't have the highest IQ in the room. But I know that the the my the students next to me were smart and they were all going to take the MCAT. And they were all going to get into medical school. And I'm just scared as Oh my god, this is my competition. So, while you guys are going to frat parties or doing anything, I'm home and I'm studying and I'm figuring out how to be resourceful, how to get the A's that I need to get. So, number one, I can continue with the income with the scholarship that I have. And number two, so I can get into medical school. So, that's sort of my my my upbringing up until to college. That that's what happened. And when did Brian turn into Liver King? How did you do it and why? I'm curious if you if what the first job you had is. Yeah, the first professional job. Yeah. Is it right out of college? I was 21 years old and I learned about a pharmaceutical rep. I learned what that was cuz meanwhile I'm I'm I'm doing this undergrad thesis so that I can go to a Texas Tech medical school branch. Otherwise, why would you undertake such an endeavor? This is like I had to get a you know a board a committee. I mean I can't tell you how [clears throat] many hours you know of research and and effort went into this and then I realized I didn't have any any idea what I wanted to do. I was at a an orientation. Everybody had gray hair. Half of them were engineers and I'm thinking holy I'm 21 years old and and and I started asking questions. What are y'all doing here? And half of them were switching their careers at this stage in their life and I started thinking oh my God, I've never thought about this. My mom chose my curriculum for me. My my dad was in medicine. He was a veterinarian. And so I started thinking I don't know what I'm going to do. And then it just happened by the grace. It was like hey, so my friend is a pharmaceutical rep and here's how much money she makes. And all I knew is like I love to snowboard. I love to travel. I don't think that's an expensive hey, I'm going to go do. I'm going to go do that thing. And so I started to do that thing and I loved it. I I I felt like I had my own territory. At the time they only hired a pharmacist to do it. So like you have older people doing this job and this is when I really first learned if you really want to exceed in life it's the easiest thing that you have to do. All you got to do is work. Cuz nobody's actually willing to work. You know all you got to do is show up and work. It blew my mind. I mean the first year I mean these guys do all the mechanisms of action. They're all pharmacists and and I remember coming in and at first okay, we're all competing for the same doctors' offices at first, right? And and then I said okay, I'm going to show up earlier and I'm going to show up earlier. I'm going to show up earlier and I started showing up at 4:00 4:00 a.m. and meeting doctors when they would go and do their rounds and I would bring their kolaches and whatever. And at first it would never give me time. Then they would start laughing. Oh my God, Johnson. You got to get out of here. And then they would start laughing and be like okay, you should and I would I would just throw darts, you know, I'd be like hey, let me let me bring you a different breakfast. Hey, here's where I can provide value. Hey, I bet I can help you lose 80 lbs. Oh, okay, you got me. Okay, meet me here 15 minutes early every time, right? And and and then what I realized is most of the pharmaceutical reps would go home early. And then all I had to do was stay right a couple more hours and there was zero competition trying to get into these places. And and then a lot of people would take Fridays off. I mean I'm telling you I I I found this out across across every category. Um I think that a lot of people say that they want to work hard and a lot of people do. Right? But I think for the most part if you want to immediately separate yourself you commit to real legitimate massive action and that in and of itself is going to really help you succeed. This this is my first job was as a pharmaceutical rep. Then I got into device sales. It's called a neurosurgical consultant. We would do help neurosurgeons learn method patented procedures. I thought that was a cool job for a little while. Then I met Liver Queen. I met her snowboarding and she's a dentist and I was like oh, this is awesome, you know, cuz she was fun. She was by herself. She had her nephew with her. But I was like oh, this is my opportunity. I mean I knew the minute I met her that she was my soulmate. How did you meet her exactly? We were snowboarding. So so she I was riding up a lift. I was with my my best friend at the time at that stage of my life best man in each other's weddings. His name is Jeff Parchman. We're on a lift together on a chairlift. It's his first time going up the mountain and I'm probably about 150 yards in front of me. I see her snapping on her snowboard. And all I see is a ponytail and a helmet. She's wearing goggles, [snorts] right? But like this is what I figured out in life. This is work hard, right? I mean how many people are going to go take that rep? I mean I've taken that rep. I didn't even have a date set up that day, right? Cuz I'd already taken that many reps. And so this was another rep. And and she didn't give me the time of day. She kept snowboarding. She she I don't she says that she didn't hear me. But then I caught her in the lift line and I just said hey, where's the rest of your crew? And she said oh, my nephew he's in he's in ski school. And I'm like oh, cool. That means you like me. And I said I know this mountain. Let me show you around. And I mean as soon as we got into the chairlift and I saw her face and I and I looked into her eyes. I could feel. I knew this. I've never been in a real serious relationship in my life. So we got engaged in like six or seven weeks. We got married a few like a couple months after that, right? Now that was 18 years ago. And so immediately when I learned that her background was in dentistry and she moved to Texas. She said I want to go you know, work for this kind of practice. And there was a few weeks that went by and she was having a little bit of trouble doing what she cuz she was the bomb in New York City. She was in like really successful practices there doing great things. And I said well, why don't we start a business? And so we vertically integrated. We we we bought a dental practice. We vertically integrated that and we started business there. And so that's really where um I went from a couple of kind of corporate jobs to I'm going to go in on this all in on this full time. And let's let's just talk about those first couple of jobs real quick. How much were you making at each job? And then talking about you know, potentially how you scaled that dentistry business. Yeah, I couldn't believe it. 21 year old making like $100,000. Yeah. And I mean cuz pharmaceutical sales pay really well if you're good at it. if you're good at it, you could make a ton of money. What even is a far like do are you the person that that this is also back in like 1999. [laughter] That's when I was born. That's when I was born. It it was like A LOT OH THIS IS a while back. And and I couldn't believe it. They were going to give me that much money and they were going to give me a they gave me a company car. They gave me a cell phones had just come out. I was getting a cell phone. I was getting a you name it. I couldn't believe it. And they would give me a relocation allowance to put down on a house and I couldn't believe it. Like I'm telling you, you know, I mean I just what this did for my confidence, you know, like I needed this. And what they basically said is hey, here's a $2 million territory. Go grow it. And then we're going to bonus you incentivize you on that. And then when I realized oh, all it takes is hard work a little bit of ingenuity. You know, I had president's club on the first year really just by working hard, right? And I remember often times like doctors would challenge you, right? And then they would ask you okay, what's the mechanism of action here? What's the detox pathway? And I remember oh, I'm not really sure what that is. If you give me 5 minutes, I'll have a definitive answer for you and I'll knock it out of the park and I'm going to provide unequivocal value. I'm not giving you 5 minutes. I got to go see patients. You're done. I'm never respect you again. That's what they said with their eyes, right? So I'm back to the car and I would read the package insert. I would call the clinical team and then I learned about all the cytochrome P450 pathways, you name it. So the next time somebody asked me that like oh, that's not happening again, right? So as a pharmaceutical rep it's really all about influence, right? It's about getting time with a doctor basically to to say why your drug is better than another drug or maybe even change a paradigm to say hey, you have patients that are exhibiting these symptoms agitation dementia yada yada yada. You know, may maybe they have intractable depression. Here's a drug that you can consider using that's on label sometimes off label use. It's not indicated but hey, your peers are doing this too. If you're having trouble with those kind of patients, you might consider this drug. And you would say your drug three times. Right? You would say the name of your drug three times at the beginning middle and end and you never said the competitor no matter what. And this is why I say Liver King here. This is what Liver King's having for dinner. Liver King yada yada. Liver King out. This is why I do what I do, right? Cuz you're going to hear my name three times because liver is king. Right? Because because you know my why cuz I got to be effective at my job to do what I'm going to do. So that's what pharmaceutical reps do. That's what I was making at that time. I think when I left doing that it was about 120. I made double that as a device rep and and this is known. Like this kind of like the trajectory. If you kick ass in pharma, you can get into devices. You can maybe sell pacemakers neuromodulators. You could sell like MRI machines and you're going to make 250 300,000 doing that. So when we met, she was making about 250,000 a year. I was making about 250,000 a year and we're like okay, let's combine forces. Yeah. Let's buy a dental practice and then and so we we turned a practice that was doing $400,000 a year into within one year we was doing 1.2. Within 3 years it was doing 5.2. And so what do you credit that to? How did you do that? um really it's such low hanging fruit, you know, like most most lawyers are ahead of the curve. But most accountants doctors dentists you you they don't know anything about business. They know very little about business, right? And so all it took was like looking at the books and then seeing I'm like oh, those are a lot of bills. Who's where are those bills going to? Oh, we're referring, you know, over to these guys. We're we're referring over to this imaging center Wilson radiographic. And I was like oh, cool. How much does it cost to buy a dental MRI machine? It's not that much. Oh, we're paying all these bills over to the dental lab. Well, how much does it cost to start our own dental lab? Oh, it's not that much, right? So we started to vertically integrate all all the stuff that it's all first principle thinking and I had no background really in business other than the experience, right? I think people really undervalue first principle thinking, right? And just getting to work. Cuz I tell people this all the time. I was on the Alex Hermosi wouldn't give me the time of day and then he gave me the time of day. And we started talking and said hey, how how are you successful? I'm like you know how I'm successful? Is all I do is shoot shoot shoot shoot aim. Shoot shoot shoot shoot, right? I take such massive action that these guys that are 10x smarter than me, they're still coming up with strategy. All I'm doing is taking massive action and course correcting along the way. Of course I've made mistakes along the way. This is what I attribute it to is really massive action first principle thinking. Right? Normally I hire a consultant and when I heard the consultant I'm like that's exactly what I'm not going to do cuz this is what everybody knows to do, right? He might provide some insight. But almost always I ask my first principle thinking type questions. Oh no, you can't people don't buy dental labs that are dentists. You know, oh no, people don't do imaging centers that are dentists. Like that's real interesting because you know, half the time we don't get the radiographs back anyways, right? So now the patient care and continuity is in the basement, right? You're sending somebody over to this oral surgeon to get a tooth extracted to get an implant placed, right? And now what's happening is the patient's coming over here. There's an infection. We can't place the crown over the tooth or the abutment. Sending back to the oral surgeon. Bouncing back and forth between three or four doctors. And so we said, you know, we're referring all this business out. We referred $2 billion out to oral surgery like in the first, you know, we didn't but the the previous doctor had. Why don't we just bring all that in house? And why don't we just pay a percent to these guys? So we we brought in every discipline of dentistry. We built the first vertically integrated dental center that center that had all disciplines of dentistry. And again, this is just like basic thinking, right? Sure. I guarantee you everyone here could figure that out. And and so we called it Dentique dentistry. It was the first vertically integrated boutique dental center and you could get comprehensive care there. And so that that's that's what we did there and it was fun doing it, but the truth is it wasn't really our fight, you know, my my wife had this degree, you know, she had gone to school for over a decade and it's almost like she had locked herself into that and she was able to do incredible things full mouth reconstructions, you know, stuff that other people couldn't do was incredible [clears throat] stuff. She in fact she would come here to Las Vegas to LVI Institute to get trained to do these full mouth rehabilitations and people would fly from all over the country all over the world and they would prepay up front from they would wire the money in from another country to come get the work done and I'm talking 80 90 thousand dollar cases. The the there's the opportunity in dentistry is incredible, right? This is oral health. This was really never her fight though. This was never really my fight. It was a it was an interesting opportunity, right? That kind of fell in our lap and so we did this for about a decade and and then we started to figure out like how to get our kids healthy, right? And when we figured out how to get our kids healthy like this whole ancestral living thing, we started to figure out why people have oral health issues, right? And and I don't know I I started saying this thing cuz we got this company that we're quietly launching. It's called Strong Jaw and the motto is our early ancestors didn't brush, didn't floss, and didn't get cavities. So how come the more we brush, the more we floss, the more cavities, the more recurrent decay we're getting today? There's another solution here, right? It's how you nourish yourself. Predominantly the fat soluble vitamins, liver, bone marrow, egg yolks. Get some midday sun. Mechanically load the teeth. Today we like to eat things that fall off the bone. We're like babies. We like to eat things that fall off the bone that are all mushy, you know. I ask people, "Hey, what are your favorite foods?" Like mashed potatoes. Right? I like I like fall off the bone this thing, you know. I'm like, "Oh, you're like a baby. You're [laughter] like a baby." This is to our detriment, right? And so Liver Queen's are saying, "Okay, like we got to educate our patients, right? Because we got to treat the root cause because she has the biggest heart, you guys." And and a lot of patients were like, "I don't want to hear it. This is nutrition. I just Can't you just fix my teeth?" And then the associates at the practice and and now that the practice is incredible, right? But I remember at the time it was like, "Hey, don't do this thing. You're going to put me out of business." But this is how it evolved. It was never really our fight and then when it became our fight you're talking about changing a complete paradigm. Right? People actually think the more you floss, the more you brush, the the more better your dental health is going to be. Right? It's how you nourish yourself from the inside out. It's how you mechanically load your teeth. What's so funny? What are you laughing at over here? I see uh Oh man. Oh, it's here. It's here. OH MY. OH, WAIT, WHAT IS THAT? Here we have a charcuterie board with some of the organs that our early ancestors ate that we don't eat anymore. Yeah, so here we have are going to be the organs that our early ancestors used to eat that we kind of strayed away from eating anymore. We're going to have some kidney, pancreas, some heart, testicles, bone marrow, and of course the king of the organs, liver. What is this one? THAT'S A TESTICLE. [laughter] WHAT? HOW DID YOU GET my testicle on there? [laughter] No, don't you dare, Graham. This this is really telling, right? Because you and I were like, "Well, we know what that is cuz we got two of them." And you're like, "What is that?" Hey, but it's you're only 20 but you're only 20. Would you tell me you don't have a pair of those? This? No, I certainly do not have a pair of that, man. Listen, you're only 24. Your your beard is still coming in. You know, but here's the thing. This this is the most valuable stuff that I know how to share and gift. And and I would love to be able to share some of this stuff with you guys. All right, so I'm going to get some beer with this real quick. initially said cuz I knew you were going to do this. I initially I didn't want to try this. Uh I'll be open to it. I'll be open to the idea. I really didn't want this. Well, thank you so much for being open to the idea I I get queasy out. By the way, I don't eat It sounds ridiculous. I don't eat meat on the bone. How come? Uh I get weirded out by it because I can't separate the thought of the animal from what I'm eating. So it's like chicken, I'll eat a chicken breast if it's not on the bone, steak I don't like the bone on it. It just It weirds me out. It It just erks my stomach. You know? It just it's it's something I I think of the animal. And I you know, and and I love meat. I love steak. I love you fish. But when I see the face, when I see the bone, it just makes it too real for me. There's not a better time to conquer that fear than now, Graham. I'm going to try. You know, I'm going I'm live on the podcast. I know where I would like to start. What what about you guys? I'd say we start easy and then slowly amp it up. I'm assuming that means testicles last. Right? I want you to I want you to first tell us at what point did you become Liver King? Where where did that start? Yeah, um it was during that dental model when the Queen was trying to bring nourishment into treating her patients. There was a lot of resistance to that and we learned how to get our kids healthy, right? And then we learned how to kick ass. We so so Liver Queen's like, "Hey, I'm done. I'm retiring." And so when she retired, part of my thought was in business. I'm like, "Oh my god, you know, the higher up you go in business, the more bosses you have." Right? I remember early I'm like, "Oh, I got bosses in the corporate world, but I want to own my own business. When I own my my own business, I'm going to be my own boss." But every patient that came in was my boss, right? And and and really I just wanted to be like my truest honest self. I didn't want to have to adapt to anybody else's, you know, character or any of that stuff. Long story short, you know, when I got my kids healthy, I kind of made a promise that I'm going to be my truest most authentic self. And when I figured that out and I had done enough barbarians, when you do the barbarian, we'll talk more about that later, I hope, your your primal truest most authentic form comes out. It's wild. It's freeing. It's like you're always having a party. You don't ever need a drink. You guys when you're around your best friends, when you're around each other, right? Again, the culture, the chemistry, the electricity that you have, right? This is not the same when you go and meet with a stranger, right? But what if you could let your guard down the same? What if you could be that vulnerable, that authentic and other people could see the value in that? And so that's when I became the Liver King. I was like, "You know what? This guy's come out enough. He's tasted enough of what it feels like to be a barbarian. That corporate guy, I'm never going back to that corporate guy ever again. Love me or hate me and I get a lot of both. Love me or hate me, Liver Liver King is is the only guy that's moving forward. The predecessor is gone. All right, we got to get this out of the way. [laughter] I can't concentrate now. Okay, yeah. All right, what are we starting with? no, listen, I I don't want to know about it. I don't want I just I I just I I I forgot what that stuff is. I just want to eat it. Okay. I just want to get it over with. Let's start with one of these. Yeah. Don't tell me what it is until afterwards, please. Got it. Uh my buddy is from Iran and he had me eat a chicken heart. As soon as I figured out what it was, I almost threw up. So proud of you, man. I'm really happy you're branching out and trying something new. You're going to be happy you did this in the future. people are going to people are going to kill kill me out on this. Just out of curiosity, that click, is that our camera? No. Okay, good. All right, yeah. How do we eat Do you eat this with your fingers? I mean, are we not like That's primal. Are we not doing like I'm primal. Yeah, I know I know you guys are primal. chopsticks or something, When I came in, you you guys weren't even rocking shirts. We're wearing our our bare feet. We're pretty primal. So let's go ahead and start right here. I won't say what it is. Let's start right here. Okay. [laughter] Come on, Graham. Grab a piece. See? You can see this right here in that camera? [laughter] Cheers. Cheers. at this. Cheers. Come on, Graham. I'm going to wait for you. Wait for you, Graham. Yeah, let's do it. Grab the big one, man. [snorts] Should I chew it or do you just kind of swallow? I like to chew it. It's up to you. Cheers. Oh, it's chewy. It's not bad at all. I I It's a chewy bit right there. It's okay. And and here's the [clears throat] deal. Normally we bring a a subprimal spit bucket. You guys didn't bring the subprimal bucket. A subprimal spit bucket? [laughter] I don't need a subprimal spit bucket. I know. You crushed it. Thanks. You did and and Graham's defense, I really think he got a piece of connective tissue in there, too. And then when you get that, it cuz normally this is kind of like a like maybe just a tougher piece of sashimi. Yeah. It tastes like sashimi, Graham. Try and try one without a connective I ate Listen, I ain't having that. I'm good. You got the taste of it. You got some nourishment in it. Let's go ahead and move on. Well, I know what that is. Well, don't say it. Don't say it. Okay. [snorts] This is actually probably the most mild of of them all. A lot of people think this tastes like like salmon. Oh, no. I'm good on that. Okay. All right. Tastes like salmon. Ready, team? Cheers, guys. Cheers. Cheers. It tastes just like a clam. Just like a clam. Yeah. Yeah. A lot of people compare it to that. Okay, cool. Let's move it along then. Okay. Graham, you're doing great so far, man. Really really proud of you, man. [snorts] Good job. It's like an episode of Fear Factor. Okay, what's next? This guy? Yeah, let's do it. Okay. I'm happy I got past that one. That one? Yeah. [laughter] All right. Cheers. a non-fatty looking piece. This is okay. Oh. Oh, wow. Very mild, right? That just tastes like steak. Obviously like there's a lot There's a hint of blood on all of them, but that tastes just like steak. So Yeah, put a tiny bit of fish sauce on that and it's like it's delicious. Yeah. That one looks the least appealing for sure. You don't like brain? I'm just kidding. That's not brain. [laughter] I was going to say I wasn't going to break the rule, plus we wouldn't bring you guys brain. Go ahead. Let's uh Wow. [laughter] Cheers, guys. I I don't want it to drop, so I'm going to go put it down the hatch. All right. Hope I can eat that, man. Liver King Chef Lionel prepares It tastes the same as everything. the best pieces for us. The highest quality best pieces. All right. [clears throat] You're okay? Got it Graham? Get it down. That is a level of concentration I've never seen on Graham before. Graham, I think you crushed that one my man. The mental strength on that one was very yeah, very clear. This is the last one let's do this one. So I watched you go on a few Alex, I want you to do this. You're not I I watched you go on a few of the podcasts I see and the other people on the podcast made it seem like it was a big deal to eat this stuff. But realistically this is not bad at all. It's not tough. It just tastes like meat. I'm so glad that you said that because this is one of the biggest things that I I want people to know and do, right? I I want I know that you have a you have an issue with the animal Graham. And you know, a lot of people I know that have gone on a hunt have established a new connection. This one I would just swallow man. I would I would swallow it fast. [laughter] [gasps] Was that that one? Yeah. I'm going to share why that one's tough. I'm guessing it's it's kidney P. Yeah. Yeah. [laughter] I was about to say it was really salty. Yeah, it tasted like pee. This one's always tough for that reason. This is pancreas which is usually tough because of the consistency. Right? Then you have heart which is really delicious and mild but you have elastin in there and a lot of collagen. You get that connective tissue. It's like gum. You're going to be chewing that all day and you probably know that this one is testicle like you said really mild almost like a scallop or something. And then this is this is the king. This is liver right here. This was filtering blood just this morning so it's actually really fresh. So this morning? This stuff is really fresh. This morning? Yeah. Where did you where did you get this from? This is this is Liver King Chef Lionel's thing. He either either gets it from Liver King Ranch or he gets it from somebody local or he'll overnight it. But that this is a a really important thing is to make sure that the the organs that you're getting you really know the source of it, right? And if you know the source, if it's that fresh and it hasn't exchanged that many hands, this is a great thing. You you can it's like sushi it's like sashimi, right? If that's not the case, you should really freeze it for a couple of weeks to decrease the the pathogenic load. But this is really fresh and I know that Liver King Chef Lionel just adheres to the the highest like quality standards so because if we give you a bad experience you know, you're going to have PTSD with it. I would like Alex, do you want to do the honors? Do you want to do the honors? What about the bone marrow? How do we eat that? Yeah, how do we get on the bone marrow? Anybody bring a spoon? I'm glad that you asked because my my big things are like you got to get down on liver and bone marrow. Yeah. These are like the fundamental things. I think honestly the heart's the best tasting one. I agree. Yeah. Yeah, from all of that. Liver's not bad either. I kind of like it. Good. like I should capitalize on my opportunity to eat that clean fresh meat. want to bet? I can't wait to ask you how you feel in like 15 20 minutes. A lot of people I just got adrenaline so I'm going to feel pretty good. Just because I'm already my heart's going, [laughter] my mind is running a mile a minute. This by the way, I know we usually don't get too explicit here but that is a massive testicle. That's huge. So what animal is that from [laughter] man? Cuz that is uh Is that larger than average? These are actually all human organs. Oh. You know that it's true. Kudos on that guy man. I got to [laughter] say you should be proud. These are all bull. This is from from cow but go ahead and just take Oh my god. I'm going to help you out here Graham. Here's a No no no no no no no no no. This is a cross I'll give this to you first and then I'm going to make make a a serving for this. Like I said I can't I can't do the bone [snorts] Oh, because of the bone? Well, don't there's no bone. Yeah, there's no bone on it. Yeah, there's no bone. Graham, you're all the way there man. You're going to be proud of yourself tomorrow. It's liver and bone marrow. You know, this is the food our original human food that allowed our craniums to explode to become what they are today. Brain and bone marrow. Because before we were apex predators we were scavengers. And we couldn't access the carcass but we could take the skeletal remains back. We could take these bones back the cranium and the femur bones and we learned how to crack these open with percussion technology. These are the foods that we evolved with to become the baddest mammalian predators Graham. Yeah, it's so funny I would make fun of my grandparents for not eating sushi and they'd be like no it's raw fish and be like no it's so good. I feel like it's the same thing I'm on that. Cheers everyone. You got the time back. Oh The consistency is tough, right? But what about the taste? Taste is fine. It's for me it's the mental and the texture. Taste taste doesn't That one was uh that honestly that one was the toughest for me. Really? Mhm. It's a little too chalky for And this is this is what's wild is Oh, it's on my teeth. Yeah, me too. If [snorts] you get this out of the cow it's already about 9800 degrees. It's succulent. It's You've you've had it at like a steak restaurant or something, right? Bone marrow. Um yeah, I have actually yeah. And yeah. And that richness is how it comes out of the cow like that. Once you cool it by about 5 to 10 degrees, it hardens up it becomes waxy. Like this. Yeah. But that that's it. I'm so glad You know what what I could do Alex to keep you there? You want to I could put this on this little plate. Alex, you want that? Yeah, that's what I That's the point. Does your camera work? Yeah, that's why I gave you the plate. It makes you feel like strength. It makes you feel like courage. It makes you feel like honor. That's right. It makes you feel all these virile like qualities. Because because this is what we evolved with like I said when when we became the baddest mammalian predators that ever lived, this is what we ate. And we recently have taken this away from our diet. We still need this to express our highest and most dominant form. There's exclusive peptides in each respective organ. A liver is called a liver because there's only peptides and signaling molecules and nourishment in a liver that you can get from a liver. That same story goes for every other organ. Right? So I mean for someone who says hey you can eat steak and get the same kind of nourishment there's no way. You know what I can do? I'm not going to miss the opportunity to post a a Be Real. Before we get into this, um I do have a really good question for for Liver King. Um and Liver King I just want to let you know this question is brought to you by my sponsor Lexar over here. You know, great [clears throat] great company. he uses Lexar memory cards. Great company. [laughter] I got I got one right here. What are you talking about? Um so there's been a lot of like you were saying that people are saying oh do you really eat this stuff? I I you know, you made a joke that you got ab implants and then people were going off that you know, if you have ab implants. And I I fell into the rabbit hole of watching all these videos and some guy on YouTube he had a lot of a lot of followers. He said you did not have ab implants but he was like he was like thoroughly convinced that you had ab etching. Yeah. Can you confirm or deny that right here and set the record straight? Well, I'm going to set the record straight. Like I shared before in 2018 I went to Singapore. I was the first human to ever have this done. I had gene editing done, right? I had my myostatin gene modified and so doing that allows you to express these these physical attributes that I have today. So to set the record straight, you know, any and all of these accusations, you know, like I like to have fun with them, right? I don't know what ab etching is but I know who said this stuff. He's such a smart guy. I I mean he's so articulate and he's so smart that this is the deal. He he could say that you had anything done and he can say it in such a way that's so convincing because of how smart he is. Guys I I don't shave. I don't comb my hair. I don't I don't take a shower. The only place I use soap would be my my groin You don't use you don't take a shower? If if anything, I might Here's the thing. I don't take a traditional shower. I don't use soap. I don't use soap. Like this hair has never been washed. The beard has never been washed. There's never been soap on my chest, right? We have well water. We have a lake. We jump in the lake. We get into a cold plunge. I don't pick out an outfit. Right? I mean every single day when I get out of my wooden plank bed, I go I don't I don't have to turn lights on. I go like that. I put whatever shorts are on top. Right? My closet is just full of shorts. I mean do you really think [laughter] that this guy And by the way, the only reason why I dressed up today is because of you guys. You dressed up? I'm wearing my fan my fanciest stuff. There's a story [laughter] to this which I hope that we'll get more into but I'm wearing my fanciest watch. Yeah, I I noticed the watch. That's a good watch. I'm wearing my my fanciest necklace. Yeah. I know where that necklace came from. from? It came from the last time I was here. Yep. And and [clears throat] and here's my [snorts] goal as a a little preview to hopefully what's going to happen. I hope to be able to pay it forward and hope to be able to give the necklace away today. On this podcast. No. So so so my my answer back to you it's like when you're really a primal, when you express your truest and most authentic form, when you do this because people are really hurting, when there's other kids like your kids that need this kind of nourishment, that need this message, right? Because you know how many kids are out there taking ADHD medications? When all they have is a nutrient deficiency? If you go to to amazon.com and and you look up Ancestral Supplements livers, you're going to see you're going to see tens and thousands of reviews of anecdotes that talk about these things specifically. And so I got to do my job. Right? And how do I do my job? How do I express, you know, my most Here's the thing like I just got to be me. Nobody can be me the way that I can be me. Nobody can be Graham the way Graham can be Graham. Nobody can be Jack the way Jack can be Jack. Same for you Alex. So it's like you know what if I can just wake up and if I can be that person to me You you think this guy is going to get ab etching? You know, [laughter] you think I'm going to go get liposuction? Now, it seems like you're always shirtless. How do you walk into like a business? How do you go out to a restaurant? How do you You see a lot of places no shirt, no shoes, no service. Does Does this apply to you? I'm the Liver King, right? And that's what I say. Right? I mean I I I go to uh Joe Rogan's comedy, and by the way, I think Joe Rogan is an absolute legend. Right, quick tangent. There's like four people I hold in the highest regard. Right, first is George Washington, then we have Chuck Norris, we have Rocky Balboa, and we have Joe Rogan. Right, these are like my four like most favorite badass primals right in the world. So, I go to Joe Rogan's comedy here in Las Vegas the last time we were here, and um they're like, "Hey, you got to put a shirt on." And I go, "Hey, I'm Liver King, and I already got permission." And uh they're like, "Okay." I mean, you you you know, as long as you're you have the time, this is it, right? If you can lead with that kind of confidence, you know, they let me in. I sit through the whole show. What about other businesses? Like you walk into you know, like a a restaurant, let's just say. Do you go to restaurants? So, here's the thing. Um I love the life that I've created. I hardly ever leave it. Right, I have I have um Liver King Lake House, which is about 20 acres of wooded area on the lake. That's where I spend most of my time. We have Liver King Ranch, which is about 45 minutes north. We have Liver King Beach House just 45 actually about an hour and a half south. Like and I have Liver King Chef Lino. Like why would you leave? I have all the food that I need there. Right, it's not like I go buy clothes. I mean, let me ask you this, what why why do you go to a business? Well, to a restaurant, I like the experience. And and so, what like what is that like? What do you mean the experience? What does that mean? Uh the the food, getting out of the house, uh just I would say a combination of both of those. Just trying something new, new experience. Yeah. Trying a new place. I was just talking to somebody about it on the car over here. Novelty in and of itself Sure. is an adventure. All right, and and so for me, I got a job to do. When it's dinner time, this is my most important meeting of the day. Like I call this my board meeting. This is my my my time to be an exclusive and dedicated dad. So, I got an agenda for dinner, right? And if I have Liver King I have Liver King Chef Lino. I got my family right here. I have no other outside distractions. And so, here's the thing, I don't leave. I'm I'm just getting to your point, I don't leave my house cuz I I absolutely love the life I've created there. My kids are self-taught at home. I work from home. Right, and if I come if I travel, my kids come with me. So, I don't I don't go buy shirts. I don't go get, you know, the experiences like that. I mean, we're here now, right? And um and we are going to do uh a dinner. We're doing a private dinner. So, we got a private room, doing a private dinner um with some badass guests. And I'm not wearing a shirt. Right, and and it's And so, like that's sort of the deal. And if somebody says, "Hey, man, you got to wear a shirt." Like, "Listen, I'm not wearing a shirt. I'm just not going to do it." But wouldn't it be easy though just to put on a shirt? have a shirt. I don't have You tell What if you told me right now, "Hey, man, just put on a shirt. Just do it." Well, I give you a shirt. We have a shirt. We have an extra one. And I would just rip through it. [laughter] I would just I would just rip through it. You know, but but here's the deal, this is really important to me. Because um how we look and how we speak, this is why language is so important, right? How we look and how we speak is a true authentic expression, a pure expression of who we really are. Right, you show me somebody bare-chested. You give me 10 minutes of conversation with them. Let me assess how developed their their ideas how or how organized their philosophy, their principles are, right? And I'll tell you if I want that man in in my tribe if the zombie apocalypse Now, does this mean everything? Of course it doesn't. Of course there's exceptions to that. But but we can make split judgments, right? I believe how you do anything is how you do everything. Again, not always the case. But I'm not surprised when somebody like Alex Hormozi shows up jacked out of his mind, smart as right? And then with the sort of philosophies that he has, I'm not surprised. This doesn't surprise me. I see stuff like this all the time. I see the reciprocal of that, too. When somebody walks away walk walk walks around completely out of shape, and then they go to the car, and their car looks horrific. And and sometimes just for fun, I look inside the car. And you know what you see inside the car? Oh, I know, fast food wrappers. That's my guess. It's fast food wrappers, it's drinks, it's like a garage. There's a whole garage. And then you ask, and it it blows my mind. We we had somebody who interviewed for a supply chain position. Mhm. You know, I looked at the car, bumper stickers everywhere, just a total mess inside. I'm like, "Supply chain, very structured, analytical, you know, higher level problem solving." Okay, I'll still give you the benefit of the doubt. We started talking. I said, "Hey, man, describe your house for me." The inside of your house. Describe every room. As he started to describe it, he actually did a decent job describing it. But he described what a mess it is, right? And then I could see that the mind was a little messy, too. And so, I think it's just really important for me because of the job that I need to do, right? Because there's this lady Cindy who came up to me at at Jeep Week. Her husband tried to start a fight with me. And and he goes, "Hey, no, no, but hey, Liver didn't work for me. I bought your supplements, they suck. But uh but my wife hasn't left the house in 2 years, has chronic fatigue, fibromyalgia, hasn't left the house in 2 years. Started taking the supplements that I think suck, and now she's here at Jeep Week connecting with the outside world." Right, because of stories like this, because of people that experience infertility that can now conceive and bring a a child into the world. I'm like, "I got to do my job." So, how do I do my job? How do I how do I convincingly do my job with my brand to express my value to the outside world? Right, before social media, I didn't wear a shirt. Before social media, I had the beard. And so now, am I going to go on social media and I'm going to change that version of me? Right, because like I said, the way that you speak, the way that you look, I believe is an outward expression of what you believe. And I think you know more about me than I know about you when we first meet one another. Right, so that's a big part with the shirt. When it comes to businesses, I don't go places. I Like I said, I love the life that I live. And where we're staying right now, we're staying at the Four Seasons. I walked in, you know, and um maybe it doesn't hurt to have the penthouse suite. But I walked in, they walked me up to the penthouse suite. Have you guys been over there to the penthouse suite? Never. It's like probably three or 3,500 square feet. It's beautiful. It's expansive. It's abundant. It gives you room to express your highest and most dominant form. They open up the doors. They give you they roll out the carpet. I'm not wearing a shirt, you know, and so um that that's a big deal to me. You know, but then where do you sleep, too? I've I've heard you you sleep on the floor. We sleep on the floor. Yeah. Yeah, we sleep [laughter] on the floor. And in an EMF tank tent tent as well, right? When we're traveling. Because our our back home, our room is really is already shielded. You know, but this is a real big deal to me, you know, like um I talked to a lot of individuals that are like, "Hey, man, how do I get you know, ahead in life?" I'm like, "Hey, tell me about your day. Really, tell me about your day. How do you start it?" And they start telling me about No, no, no, no, no, no. Let's go from being in bed. How do you wake up? What do you do? Do you push the snooze button? Most people hit the snooze button. Do either of you guys you hit the snooze button? Sometimes. Well, a lot of people surprisingly hit the snooze button three or four times. They can't even get out of bed. That bed is so comfortable. Listen, I'll tell you where I sleep, it's not that comfortable. [laughter] Listen, I wake up I then wait to get out of bed cuz it's like, "Okay, the ground is not that comfortable." And I can't wait to fight for what I have going on. So, there there's a big thing related to to where you sleep. Most people are sleeping on EMF ga- or I'm sorry, um they're sleeping on off-gassing mattresses. Right, you're breathing in off-gassing non-native materials, increasing your estrogen. We don't even know how it wreaks havoc in in other areas. Right, you have metal springs that are conducting ambient electricity. Right, you're supposed to be in a deep parasympathetic state to get your best rest and recovery. You can't do that, you know, and then and then you're on this cast that's like You notice when you get in your bed, it's just a perfect height. And then when you get out, it's like the perfect height. Right, when you go visit with these modern-day primitive culture tribes, you got people in their 80s and 90s that are getting all the way down without their hands. They get all the way up without their hands. Right, if you've used that mobility, that kind of mobility for all your life, you never stop using it, you never lose it. And I don't know if you've seen any of the studies on longevity, but this is one of the predictors of longevity. Can you get up and down off the ground without using your hands? Right, so there's a whole host of things related to this. But for me, again, it comes down to first principle thinking and how do modern-day primitive culture tribes live? You don't see beds like that. You don't see beds with metal springs. You don't see beds with off-gassing non-native materials. Most people it's a bed on the ground, a little bit of dirt, maybe a little bit of plant matter. This is where they sleep. They continue to use that kind of mobility every single day. We've outsourced discomfort, and now we have things like that. So, I think that is part of the problem. But I wouldn't tell people, "Hey, that that's why you should do it." I think it's a big deal for everybody, but man, especially kids. I'm like, they they deserve a better shot. Then why wouldn't you create a bed that's not off-gassing, maybe built from these materials that you could sell? I love that you brought that up. So, right now, um I have a handful of companies. We [clears throat] got four or five more We got five more that were just launching this year that'll be launched by the end of the year. And um what I'm really focusing on, what I really focus on, is Liver King. Right, what I focus on is making sure that this message goes mainstream. That's the most important thing to me. So, I have a CEO of Tip of the Spear. So, if you go to tipofthespear.co, you're going to find the companies that we have that are currently in the water, and you're going to find companies that are coming soon. We're building 100 companies across every category. Right, so um so to answer your question, this is going to happen. Okay. It's it's going to be a while before that happens. But most of my focus really is like we're going to go create content, and we're going to go spread this message far and wide so that people um will will know about ancestral living in these nine ancestral tenants. Sure. Speaking of that, oh, I was about to say we should have Alex. I just want to say it's been about what, 15, 20 minutes since we ate that? I feel like amped. Yeah. Do you feel like I think it could be a bit of a placebo effect personally because I feel like I was all amped up from like the getting over the mental hurdle of eating it. Really? Yeah. I feel like I just drank like a one or two cups. I was I was eating I was I will, man. I'd gladly. I was eating a lot of it. Does it Does this go bad at some point? Or It's good right now. But but here's the deal, um give somebody some liver pills. Some desiccated raw liver pills by Ancestral Supplements. Okay. And and don't tell them what it is. Say, "I'm going to tell you what it is later." And see how they feel in 15, 20 minutes. Don't tell them what it is. Yeah. You know. What does that do? Yeah. Um you know, a lot of people will ask me, "Hey, what's in it?" Oh, there we go. Oh, wow. We got some Ancestral Supplements liver. Okay. Do you Is this good to take like right now? This guy's ready. This guy's good to go. And a serving size is six capsules? Six capsules equals 1 oz of raw liver. So, what does this do? Yeah, so what does it do? Um you know, there's a whole lot of this nourishment that you're missing, that you're just not getting. Mhm. Right, and so the the most important thing that you need to know about this is again, we evolved with this stuff since the beginning beginning of time. We still need this to express our highest and most dominant form. So, what this is going to give you is is going to give you choline, it's going to give you riboflavin, it's going to give you real bioavailable vitamin B12, it's going to get you vitamin A, which you probably don't get. You might think I get it from beta carotene, but the carotenoids is a whole another issue trying to convert that to legitimate vitamin A, which is retinol, which is bioavailable. There's a whole bunch of stuff in here that you record that you need to express your highest It's going to give you energy, drive, determine it. Again, this is why I talk about My name is Liver King because liver is king. You start eating this, 80% of people feel it. Right? And if you feel it and it gives you more energy and more drive and more determination again to take massive action and kick ass in life. Like this is what everything is predicated from. Right? If you start here, you're going to say, "Oh my god, maybe this guy's not such an idiot. Maybe I should listen to some of these other nine ancestral tenets." So, I mean, how much how much am I supposed to take of this? It's just Yeah, serving six capsules. Am I supposed to take six a day or what's what's the strategy behind this? The strategy probably should be to talk to a product expert. Um because uh Sure. But because normally people will start with one or two. Okay. And and again One or two a day. Okay. Um and then if you feel great kicking ass on one or two a day, start at one Keep it at one or two a day. All right. Um if if you want to see what would happen if you level up and go to three or four or five or six, a lot of people really do need six a day to feel their best. That's what you take? Um well, the thing is I eat a pound of liver a day. So, I eat a pound of liver a day. When I'm traveling or on vacation, I don't go anywhere without my ancestral supplements, right? Or the equivalent of. All right. I'll have one. You'll have one? Yeah. Okay. A pound of liver. Oh, look, we got another present. Oh, wow. We got another present. So, here's the deal. this. Okay. For a lot of people, they're not going to eat what we all You would do it, right? But Graham, this is tough. I This is tough for me. What is it What is this? I saw you making this out there. I made this boneless, by the way. What's up? this boneless, by the way. Boneless? Boneless. Oh, boneless. I thought that was like a bonus. This is I got a I got a bone in mine ground, so. So, I'll tell you what this is. smells good. This is called Whole Feast. It has liver, heart, pancreas, spleen, kidneys, bone, blood, and colostrum. And it And um and so, here's the thing. Again, you're you're fine eating this, but maybe at some point you're going to say near the sign. May Maybe at some point you're going to say, "Hey, listen, I don't want to source it or I'm out of it." Or or Graham, how much you want to bet there's so many people like you Yeah. that know that you need the nourishment, but you're not going to do the things to get the nourishment, right? So, there's this protein shake. It's called the Whole Feast. It has all this stuff in it. Let's do a cheers and let's give it a shot to see how it tastes. I'll be honest. Don't tell me what's in it until until I have it. You already did. [laughter] No, no, let's say I didn't. Cheers. milk chocolate. Hey, that tastes great. That tastes good. Yeah. That tastes like um just like my Optimum Nutrition. It tastes like milk. Yeah. I think better than Optimum Nutrition because it it's like thicker. I agree. I like it more. What did you mix this with? Well, there's um What did you mix it with? What do you mean? Like water? Oh, I don't know. Um Liver King Chef knows. Uh wait. water. Yours is going to be uh ice coffee with the Whole Feast. Mhm. Wow. See, this tastes like uh Optimum Nutrition mixed mixed with milk, which is like a higher standard than water. It tastes like actually Well, the thing about it there's colostrum in here, which is mother's first milk, right? And so, um colostrum has such a power This is why we try to get this stuff in here because you need more than just liver. And most people push this stuff away. And you got to get this nourishment in your life. So, we also try to make it easy for people. You know, at the end of the day, what I tell everybody is the best thing you can do is go on a hunt. Go get that kind of connection with land. And listen, if you're not going to do that, go to your butcher. You know how many people are not going to do that? Most people won't do it, right? So, go to your grocery store or go to an online like farmers market or ranch or like we got White Oak Pastures, we got Piedmontese. You can effortlessly order this stuff, but most people still won't do it, right? And so, that's sort of like what what a lot of my businesses are predicated on is if you want something convenient that you don't have to taste or let's say you do want to taste it. The Whole Feast is going to give you all this nourishment and ancestral supplements are going to give you this kind of nourishment because one way or another you got to get in your diet. You know the hierarchy, the best way to get it, but if you're not going to do that, I know you got 20 cent coffee. You know how much money people pay for coffee? Right. So, like I mean, guys, for just a little over a dollar a day, you can get this nourishment back in your life. Yeah, this is good. I I approve of that. Good. I I could drink that, that's great. All right, I'll say. I Yeah, I I agree. And also, I you know, I think we should uh Wait, what are you trying to do, Graham? I want you to eat the stuff that we ate. All right. All right. Oh, he hasn't done that yet? No. Uh okay. What do I eat first? I dropped that. I can't see over there, but Hold on. So, I have all these Oh, you probably can't see. I would just say start shoveling, man. Okay. Shovel. Just hold it up to the camera. know what this is. I'll tell you what it is after. Okay. to know before or after? Once you eat it. I don't like the texture of that one. I think it's the same thing. Maybe. No, I gave you different of everything. Okay. Well, then it looks very diff the same. Yep. Doing better than I did, man. You're killing it. I know what that one was based off the reaction. Yeah. That one was a little strong. And then I got this one. This one's a little bit lighter in color. Surprised you're doing this well, Alex. Yeah, you're killing it. honest. Yeah. I don't like Oh, I don't like the texture of that one. Yeah. I don't like the texture of that. All right. And then Yeah, I really don't like that one. It's getting worse? It's like hot ones. Uh and then I got this this guy right here. Uh okay. Uh it's so hard to tell. Sorry, guys. It is hard to tell, but you crushed it. Oh, that one? I think it's heart cuz that one feels very muscly. And the only thing that I know that that's muscly is like I've never had heart, but based off of like the muscle, I think that's heart. And then you got this one that's just kind of slimy looking. I don't like that one. So, the one you really didn't like Mhm. was the slimy one. Well, not No, that one's the worst. Oh, okay. Got it. Yeah. Hold on. And then I'll do I'll do Is this bone marrow? Yeah. Now, I've never had bone marrow, not even at a restaurant because I've been too much of a wimp to try it, so. So, that that one's a weird one for me. The texture. Yeah. Um the texture is So, is that meat? I What What is that? Yeah, it's It's predominantly fat. Ah. Yeah, it's almost all fat and it's saturated fat, which is why you get that waxy consistency. like a natural saturated fat. That's right. Let me ask you a question, Liver King. So, I recently had a lifestyle change completely um maybe about 2 and 1/2 months ago. Jack came over to my house. I'm trying to lose weight. And and um he came over to my house. We threw away everything. My wife had to get on board to get rid of everything. So, now I'm only buying um like whole foods. I don't know how to explain it. Like I go buy meat, I'll buy vegetables, I'll buy fruit. And um I'm glad to say I'm down almost 30 lbs. Oh, yeah. But uh what can what what advice would you give me as somebody who's who's trying to you know, just live a healthier, happier life and is obviously a little bit overweight here. Trying to Trying to What What advice would you give me that would make the biggest difference? Yeah, you know what's wild is that um a lot of people that want to look better and feel better, they think it's really focused on like movement and diet. And and it's all nine ancestral tenets. It really is. Um and the same thing goes in business, right? You want to be better in business, I'm going to tell you I'm going to give you the same advice that I'm about to give you right now. [snorts] What happens if you don't sleep good for three or four days? What do you think happens? Um my guess is you probably get tired. You Here's what's going to happen. You're going to feel like Your energy is going to be like Your hormones are going to be in the basement. Your neurochemistry is going to be off. You're going to have hardly any drive, determination. Right? I'm just kind of giving you an extreme example to to emphasize how important sleep is. Um and most people, you might think that you're sleeping well cuz you're in bed for 8 hours or 6 hours or whatever, but if you don't get early morning sun through the eyes, on the face, on the skin to set your bio circadian rhythm, so your body really knows when to be awake and alert versus sleepy and sleeping, if you don't do that first thing in the morning, you're not sleeping optimally. If you don't finish your last meal 3 to 4 hours before bed, you're not sleeping optimally. If you don't take in the sunset as a final environmental cue that the day is winding down and then block some of the blue light blocking glasses, so your brain's not confused whether it's day or night, you're not sleeping optimally. Right? We don't have to get into the bends, the EMFs, and these types of things, but sleep is so critically important. It's perhaps the biggest lever. I always start with liver because liver it's easy to be compliant. You can start with this, but to do these things to sleep better can be a little challenging. Um so, it's really all nine ancestral tenets. It's how you sleep, eat, move, shield, connect, cold, sun, fight, bond. They all play a role in how we look, feel, and function. They all express something epigenetically, right? So, a lot of people are focused on um how they eat, right? And and you you made some lifestyle changes how you eat and how you're moving. And you're going to continue to make progress, but if you improve your sleep, if you improve the way that you bond with people, if you shield a little bit better, if you get sun, if you connect your bare feet to the ground, right? We're able to express a higher, more dominant form. Our physiology and biochemistry will do what it's designed to do. So, what I would encourage you to do um is what you're doing right now, right? I mean, if this is working, keep doing what you're doing right now, but I would really encourage you to look at all nine ancestral tenets because if you look at all nine ancestral tenets and you can make some progress, um you're going to see it's a whole lot easier to do what what your goal is and you're probably not going to hit a plateau. What would you say your business is now? You say Liver King, but what is What is Liverking as a business? Yeah. Liverking as a business like is really the CEO of the Ancestral Lifestyle. It's a model teach and preach this way so that the message goes mainstream. How are we going to do that, right? I've told you why we're doing it, right? How we're doing it is we're getting as many views, we're getting as many impressions, right? We're we're getting it out there as as much as we can. So, from the time I wake up, I'm creating content, right? I mean it probably within 30 seconds of waking up, I'm creating content. Right? Stack the sun and the earth, get the sun on you through the eyes, get your bare feet connected to the ground, boom, there's a video. Right? And and then I'm getting into the gym and I'm showing people, "Hey, you got to move every day, too. Lift heavy things." And so the the deal right now is we're going to keep creating content, right? We share some Liverking philosophy, we share ideas that are all around these nine ancestral tenants. And then sometimes we're just having a little fun, right? And then ancestral tenant is whatever I want it to be. So, normally I'm like, "Hey, today we're doing ancestral tenant 10, which is having a little fun." So, right right now this is the goal is um I don't even run bucks for for Liverking, right? I'm just like all we're focused on right now is getting this message out there, is going mainstream with this message, creating opportunities again to model teach and you're getting the bone marrow out of your mouth still, aren't you? Found it and it just I could tell by the look on your face. But but this is the thing, you know, and and you know what's wild is people are really responding to it. Right? I always say that people pay for value with time, money, or both. Right? And as evidenced by the viewership, the Primal was going from zero to six million in a year, you know, it's it's I mean how did we do it? I mean a lot of people ask, "Hey, how did you do it?" Right? And I'm like, "You know what? I could tell you it's because I got the a world-class social media company, which I do, right? They're worth every single penny. They're expensive, they're world-class, right? And and and this is all everything I'm saying is true. I do. I could tell you it's because Joe Rogan helped launch me from obscurity into the mainstream. He he's talked about me a couple of times and I couldn't be more grateful, right? All that's true. We made a couple of really cool viral videos of eating the entire testicle that went viral. I had 51 shots of eggs, that was under two minutes. The last one had the shell on. Barstool Sports put that on. I mean there's been so many incredible opportunities that have helped me. But at the end of the day, like I said, people pay for value. And so I think the value is, right? How do we express our value? Right? We can express it physically, socially, emotionally, how to connect with each other, how to connect with the audience, mentally, intellectually, like how are we expressing these ideas, right? How do we express ourselves from a spiritual standpoint, you know, we talk about these things. Sometimes not necessarily that um even that we have souls, that we are souls, right? We talk about all not living and non-living things being interconnected, right? These aren't just my ideas, like these are early ancestral ideas. We talk about all these things to try and advance that kind of value so that we can spread the nine ancestral tenants far and wide. This is what I'm focused on doing right now. Right? We don't run bucks for these businesses. I do have a CEO for all my other businesses, right? We have a centralized CFO. Um and so coming on this trip since we're not running bucks, we know that we're in the red. So, it's like, "Okay, who's going to pay for this trip?" So, and we're we're hoping Ancestral Supplements pays for this trip, right? If I can promote Ancestral Supple because whenever I travel, I always take some supplements with me. And one of my companies is called The Fittest. A lot of times I'll bring those supplements, King or Honor. Yeah. So, is it primarily then it's it's a social media business with you as the face and then the products are what would pay for more of the more of the message to get out there, is that Is that the case? I I I wouldn't say that. I mean really I I would say irrespective cuz I've never done that before. I've never brought these products, yeah. I mean Are we the first? You're the first. Jeez, all right. We have We have a Logan Paul and company had a whole feast back in the day. So, we've done some whole feast stuff, but but in my mind I've never been like, "Hey, let's have somebody" cuz all I've been focused on is how do we spread this message? You know, once again, I don't actually don't know if I said these statistics, but 80% of the population lives paycheck to paycheck. Struggles page Do you guys probably know that, don't you? Right? And why do we struggle like that? Right? Because we're we're attempting to express status, our worth and potential with things that we can buy today at the mall. We're we're trying to This is how valuable I am. Check me out. Look at what I'm wearing. Look at what I'm driving. And guess what? You put it on a credit card, you don't even own it, right? 80% of us are struggling, we're living beyond our means. 70% of us are overweight, half are obese. 50% of us are on prescription medicines. 40% have or will get cancer, right? I mean this is wild. This is wild. 20% of kids this tall are on prescription medicine. So, this is all I care about. And I've told you my why, right? You know what I come from. So, I don't care what it's costing, right? This is what we're going to do. If we can mitigate some of that cost, hey, that's cool, too. And I know that you guys know the difference of being a mercenary versus a missionary, right? If you're a real missionary, if you're public about your why in the world, and then if you only hire true believers that believe what you believe because they've struggled with the same things, right? Intractable Crohn's, they were done with their life, severe intractable depression, recalcitrant issues that nobody could ever fix. They abandoned the the modern world ways, they started doing some of this ancestral living stuff, they got a new lease on life. This is a true believer, right? When you get true believers like that in your companies then our customer comes to you. And this happens every single day several times a day. Customers come in with the same issues that our true believers have. And nobody can connect and love and listen like these guys. I don't know if you've ever heard anybody that that has had chronic pain and fibromyalgia, but they've complained to all their friends and family, they don't want to hear it anymore. Doctors don't want to They've been to five doctors, they don't want to hear it anymore, right? Nobody wants to listen. My people know that, they've been through that. So, the first thing we do is we book in it with love. We we listen to them. "Hey, we've had the same thing. I know how you feel. We have so many other customers that have gone through the same thing. You should be inspired. There's hope here. What you need to do is go get some sun, take off your shoes, go connect. And I'm going to follow up with you in 7 to 10 days. You got all the reason to be hopeful, right? And this is this is what we do, right? And so I always say this is this is what our core business is. Our sustainable competitive advantage is that we care more and we care deeper than anybody. And if you can get that, be public with your why in the world, only hire true believers, they're going to go to the edge of the earth for you. And then that value, people are going to feel that value. And then they're going to want to reciprocate that value, right? And we say, "Hey, go go get your liver and bone marrow, go get your heart, go get your what it depends on what you where you need targeted support, right? Go do that. Hey, if you're not going to do that, we got a simple convenience solution for you, too. So, I I just want you to know from a Liverking standpoint, this is where I spend most of my time. Right? I also own about seven or eight companies. I own almost all of them 100%. Yeah. What are the companies? So, right now I have Ancestral Supplements, I have Heart & Soil, The Fittest, Medicine Man Plant Company. I have a company called Birthright. There's a Excuse me, there's a few others that we're launching. And and I I consider Liverking a company, you know, we got a CEO, we got a team. I think most of them are here right Yeah. How big is the team? I was I was surprised everyone came in and I'm like, "Okay, this is a big team." And then [laughter] I you show up and like, "It's a bigger team." It's it's it's like like a classroom, basically. You bring everybody, it's like I'm I was blown away. Is this Is this your entire team or is it some some of the You know what? We we have probably most are from Liverking company. And then we have a couple of people with our social media company. Once again, I just want to plug them, they're the best in the world. I want to give credit to all these guys cuz there there's no way in hell that I did this. You know, again, I got the why and I know how to hire, right? I know how to build teams. And and I've always said like in life you get what you tolerate or you get what you demand. And I demand excellence of myself, so I demand excellence of all these guys here and I pull them all forward, you know, but but here's the deal, they pull me forward. So, basically you see all of these problems in the world and you want to try to solve them using the tenants that you have. And one way you can get people to obey the tenants is by your different businesses such as the supplements, such as spreading the message through Liverking, which also is I'm sure a great marketer towards all of these other businesses that you also have. It's the rising tide lifts all boats, right? Right. And that's basically the the whole summary of the entire Liverking brand and motivation and and goal. I think so. I'm curious how all your businesses were doing before Liverking and then once Liverking as far as like the social media presence. And then with Liverking growing, how that has affected all of your businesses. You know what's wild? Hardly at all. Hardly at all. And and because I've just launched Liverking a year ago. Here's the thing, Liverking existed a long way before a year ago, right? I never wanted to go on social media. I never wanted to do a podcast. I never wanted to be like public Liverking. I loved my life. I don't know if you've heard me say this before, but but before Liverking on social media, I was rich and anonymous. It's a pretty badass life to live. Go anywhere, do anything, no one's going to distract you. Now if I get on the lake, on the boat, boats are coming up. "Hey, Liverking, Liverking." I mean we're we're trying to leave the Four Seasons. "Hey, Liverking can" you know, and this is why part of the team is so big, you know, cuz I got bodyguards. And the bodyguards aren't to protect me, it's to protect people that get out of line cuz God forbid maybe I'm a douchebag. [laughter] You know, sometimes your huge. Those are the two guys that are Yeah, I mean one of them's like seven feet tall. Yeah. Oh my gosh. I thought for a second like maybe Shaq just came in here. Yeah, I I literally thought the same thing. I thought it was Shaq. I was like, "What [laughter] is Shaq doing So, because yeah, because our doors are like eight feet and it seemed like he was almost had to like get underneath the door to get in. I was like, "What Shaq is that tall?" But but in terms of um how my other businesses grow, my other business my other businesses grow 50% a year year over year. So, what kind of impact have I had on these businesses? It's really marginal. Where do you invest? Where I invest is like we're doing 100 of these companies. And you know why? Cuz people are hurting and they hate their lives, right? They're suffering and struggling with such depth that they need to hear this message. I need to meet them where they're at in their respective category. People have chronic and recurrent decay and they have no idea why. So, I'm launching a dental company to meet you where you're at, to help give you this kind of nourishment, you know, if you have oral health issues, you know how many other issues that you have that you don't even know know Because you have nutrient deficiencies why you have all your health issues in the first place. You got issues with with your product game. So what I need to do is I need to meet people where I where they're at in a hundred different categories. So any extra money that I get, I can use it cash flow to to to I can use cash flow to launch these businesses. It's not expensive to launch these businesses. Right? And so what what we're If you ask where I'm investing, it's really like it's not really where I'm investing like my money. This is really where I invest my time. Got it. My effort like my will to succeed. Got it. Walk us through a day in the life of the Liver King. How do you wake up to the the moment you end your day? What's it look like? You know, I alluded to this earlier so I'm going to answer the question but you know, like I said a lot of people can't get out of bed in the morning. And then when they finally get out of bed, they take a shower, shave, pick out an outfit. They've done yoga, meditation, journal. Right? And now they're sipping their bone broth. And half the day is gone. Like guys, come on. Like if you want to get ahead in life, if you want more in life, you got to do more in life. So I get out of my wooden plank bed. Right? And I go right out to the patio. I connect with the sun and the earth. I've made my first piece of content. It's been 30 seconds. And then I go right into the gym. Immediately after that, I do the hardest thing I'm going to do all day. I take I make a few more pieces of content doing that. And so the hardest thing I'm going to do all day is gone. It's still early morning. Most people still getting out of their bed. So immediately after that, I meet with one of the companies of a CEO of one of It's it's basically CEO meeting hour. And so I call it CEO meeting hour cuz I have quite a few CEOs. We have an estate manager. I call him the CEO of of our lifestyle, of our household. We have Liver King Ranch CEO. Right? So we meet with CEOs of our respective businesses for about two or three hours. After that, what I do is I get back into the gym for my second workout of the day. So I spend another hour or so in the gym. Right after doing that workout in the gym, I get back on getting ready for a podcast or getting on a podcast, doing a podcast, studying for a podcast, trying to develop my ideas. After that, I like I told you guys earlier, I think I do my most important meeting of the day. It's my board meeting. It's my my one job I got to do as a dad. It's to affirm my kids with a depth of challenge, worth, and potential so that one day they come to believe in themselves. So I got this one hour to do that with them. I see them in the house all throughout the day. Right? Again, I think what we model is so much more important than what we teach and preach. So my kids get to see that all day long. They they see me, you know, figuratively give people hugs. You know, a CEO comes in and I'm like, "Okay, connect me back to your why. Why are you here? Connect me to a customer's why. Let's start there. Talk to me about the culture, the chemistry. How are things going? You got two or three things that we can talk about. Hey, how can I support you?" All right, we're going to do it again next week. You know, my kids get to see that kind of stuff. Right? So I I do this meeting with my kids and one of the biggest things we we do during that meeting is we have them do Liver King philosophy. And there's different LK philosophy every day. I always [snorts] tell them, it's not what you say, it's how you say it. And people rarely remember what you said, but they'll always remember how you made them feel. So they'll remember how you made them feel usually based on how you said it. So we practice them saying that. And I love the way that they can say things now, especially when there's an audience around. And then their friends practice it. And I'm like, "Oh my god, your friends are horrific." Oh my my kids are really good. You know, so we do that at dinner. And then after dinner, I walk with Liver Queen hand in hand. We taking the sunset. You know, she normally has an agenda. Right? Cuz we're not hanging out all throughout the day. Right? So she she's got this piece of paper and she's like checking them off. Like we're going through these things, you know? And so she has that meeting with me and sometimes she'll even tell me, "Hey, you said this thing at dinner. I don't agree. Like here's where you went wrong." Does she take notes of things like that? Like you you didn't [laughter] put the toilet seat down. We got to talk about this. Oh, that's funny. Or you gave me this look at this time. I didn't like No, I would [laughter] It's much higher level than that. Yeah, yeah, yeah. But but yeah, she she'll let me have it. Like could you give us an example of like what might be on that list? I'll give you an example. You know, so Striker was turning 15 and I said, "Hey, Striker, this is your right of passage. You're going to do barbarian." And uh she knows I don't want to say this is probably going to sound wrong and maybe offend a lot of people. She lets me be the leader of the house. Right? And so she doesn't do a lot of challenging in front of the kids. Right? We talk about that. And then the next day, I'm usually wrong. And I say, "Hey guys, I was wrong. Liver Queen, your mom, she told me this thing. Here's where I was wrong. I reserve the right to be wrong. I don't apologize for it. I don't know if you guys know about primitive culture tribes. They don't even have a word for apologize. Right? There's no I'm sorry. It's, "Hey, I'll be better." They recognize, "This was my fault. Here's what went wrong. I'll be better." This is what I try and do. And so um she doesn't want him to do So we're walking. She goes, "Hey, I I don't think you can do barbarian." I said, "Why not?" She goes, "I think it's going to hurt him. Like permanently hurt him." I said, "Why?" She goes, "Because he weighs 120 lb. He's still 14 years old. And you're going to go make him do this adult workout." Like this is the whole point of it. I don't know if you guys know what barbarian is but it's a 70 lb backpack. You got 70 lb kettlebells in each hand. You got 120 lb on top of a sled that already weighs 45 lb. So it's about 165 lb on a sled. And you got 20 lb ankle weights. And it's for 1 mile. Right? And so to have a young guy do that, I knew this would be the hardest thing he's ever done. And it's so much more than physical. Right? This is every part of you. Right? It's it's almost like again um your physical is gone. Like you you you you can't even make a face anymore. You don't even care. You're slobbering doing this. You can barely breathe. You know, everything it's there's something else that happens. Right? Now when people turn 16, do you know how they celebrate it? Sweet 16. What what is wrong with us? Right? I mean every primitive culture, they have a legitimate right of passage to cross this chasm. Right? So now they understand the worth, value, and potential. It's legitimate. It's real. It's a it was such a severe struggle that they've overcome and persevered and they fought through that now they know something about themselves. Right? Primitive culture tribes do this. Our early ancestors did this as well. There's I don't know if you guys know but the Spartans would send their young way at seven to a state sponsored program until they were 20 20 years old. Right? The Machi Genga, they do a fit vision quest for three months. Right? Every primitive cult The Aztec required at 12 or 13 years old you bring back a captive a neighboring tribe for sacrifice. Right? It's wild. You know, the Masai go on a lion hunt at 13. We have sweet 16 party. There's no real And this is part of the reason why what I think we have I think we have a soft manicured man problem today. And and and because it takes strength. It really takes hard times to know strength. And we no longer require hard times in the cuz everything can be easy today. Almost everything is easy today. If you're hot, which I'm hot, we we we turn down the thermostat. Right? If you're cold, you just go inside. You know, like if you're thirsty, you have a drink. It's like we we Comfort's not good for the organism but we live with comfort 24/7 today. So this is the deal. I say, "Hey, you're going to do this thing." And she just can't believe it. Like this is going to hurt him. This is going to him. This is going to disfigure him. And I said I said he's no matter what he's doing it. No matter what you say to me, he's going to do this. Don't take this away from them him. He needs to do this. And I need to see him do this. And she's like, "What what if he can't?" What do you mean what if he can't? I don't care how many days it takes to do it. You know, I said what he needs to know is it doesn't matter how many days it takes. What what's going to happen is you're going to sleep on the side. You're going to sleep in the trees. I'll I'll bring you a drink. You know, but you're going to finish it. And so here's the thing, you don't just wake up one day and do barbarian. You train for it. And so what ends up happening is you do something that nobody else thought you could do. You didn't think you could do it. And then you know what real strength is. And this is what I try and tell everybody cuz the advice I give to everyone is like, "Hey, go learn the barbarian." First I say start with liver. Right? And then go learn the barbarian. Train the barbarian. Become a barbarian. Because once you know that, you'll know strength. And it's not about your ability to impose your force of will physically. You've crossed this chasm. You figured out something that you didn't think was possible. And so now you can replicate that process and point it at anything. As an entrepreneur, as a brother. train though for the barbarian? Well, there's a lot of different ways. You could start with 35 lb kettlebells. Right? You could start with just a backpack. You could start with just a You can deconstruct and do one implement at a time. Or you could have all implements at the same time. Just have lighter weights and then load up to it. We we would go on vacations a couple of months before Striker's barbarian. And uh Striker brought his weights with him. He did the barbarian? No, no, no, no. But he he didn't stop training. Okay. He didn't stop training. And so when it was time for him to do the barbarian, he crushed the barbarian. How long did it take him? Couple of hours. Mm. Yeah, mom's thinking, you know, he's going to be disfigured, you know. And I remember I I was going to a meeting and I I I said, "Hey, Brad, you check on your brother. If you know, if he needs something, if he passes out, you know, you call an ambulance." And [snorts] and she goes, "Hey, I'm going to go check on him." I said, "Hey, listen, I got to leave but you better not. Because if he sees you see him, if if if he sees his mom look at him that way, he's done." And so she she didn't go and check on him and he killed it. He kicked ass. Right? And and again, that confidence that that gave him. And immediately after that, we went and did a sacred hunt. It was his first hunt together our first hunt together. And he takes an animal. Right? He gets that connection with the land, with the animal, with me. Right? What you're capable of. How you can provide for yourself. You you combine these forces together for somebody who's not even 15 yet. Right? To realize these types of things. You know, when you look at somebody who's been to these sorts of depths, you see it in their eyes. You see what they've been through. Right? I always say, "How can you scale and lead a company if you can't scale and lead yourself? How can you scale and lead a company if you're a pussy?" It's not an easy thing to do. So go learn the barbarian. Train for the barbarian. Do the barbarian. Be a barbarian. And renew that right of passage frequently. Again, once you know that, you know that you can point that process at anything and everything at any time. Especially as an entrepreneur. I'm curious, how would the strategy be different if you had a daughter? I don't know. I don't know daughters. I don't know. Yeah. Okay. Yeah. Graham, we should do a barbarian. Would you do it? Yeah, I'd be open. You got me all hyped up. I want to do a barbarian [laughter] so bad right now. You you you know what I That sounds fun. It's the greatest gift for you, man. Like I would love to have you guys come to my neck of the woods and to do it. I'd be up for that. I mean, tell us when, man. I would go. Okay, so to be continued, we're we're going to commit to each other. We're going to hold each other accountable. We're going to hide the hide the hold this in high honor, right, to each other. Um but because uh you you say it with such stoke, which I love. But I'm telling you this will change you, right? This will So so if you were to say, "Hey, you got some advice for me to be an entrepreneur." Right? I You turn me say this five times, but it start with liver cuz liver is king. Learn the barbarian, train the barbarian, become a barbarian because once you do that you're going to know strength. It will change you forever, right? Um after that I say get really clear on your why in the world. Again, if you know your why and it's altruistic, you're going to be a missionary and people will follow you. You make that public and then you can find true believers. You have all their discretionary time when you have a true believer. They'll go to the edge of the earth for you, right? You don't have to micromanage anything. Like these guys are going to come up with ideas while they're on the when they're driving. They're not thinking about other things cuz they've been through the same thing. They've been through the depths of the struggle. Their kids were born so underweight that they thought they would lose their kids. And then their kids are robust and healthy and kicking ass in life and they want the same for other kids, right? That are that are born the same way. And then the last thing I always say is take massive action in a singular direction without pivoting. Cuz we see this all the time, right? Peo- people select to do something. Oh hey, this other market's cool. Let me do some of this, right? You don't have to pivot when you know your why in the world. Right? When you know your why in the world, go in that direction. And within a couple years I guarantee you're going to be a millionaire. But what's way more important than that again, it's easy to achieve. It's easy All you got to do is work hard, be focused, right? Do the things that are required to become a barbarian and you will easily achieve. But how much you want to bet your life's going to suck? Most people, I'm just saying there's there's a I bet you guys know a lot of them. They don't love their lives. They might love the things that they have. They'll tell you they love the things that they have, right? But if you don't have someone to share it with, to really have this kind of connection with, if you don't have an altruistic mission in life, really to connect with people, to really help. It's like, you know, all value's not created equal, right? I got a hundred I got three companies doing a hundred million dollars. Is that equal to three strip clubs doing a hundred million dollars? Is it equal to three soft drink companies doing a hundred million dollars? Is that kind of value equal? There's no way, right? One is helping the human condition. One is unraveling the human condition. So that's why I always say I'm going to just repeat it. Start with liver cuz liver is king. Learn the barbarian, train the barb- become the barbarian forthcoming, right? And then get really clear on your why in the world. Only hire true believers and then take massive action in a singular direction and you're going to achieve. I got one last question for you. What is your workout routine? I Do you Do you have a set schedule? Like what what can I do to look like that besides liver? Well, this is the craziest thing. It's all nine ancestral tenants. What what it all boils down to is hormone optimization. Right? If you sleep like you're going to tank your hormones. Your testosterone will be at 50% of where it should be. If you don't believe me, go sleep like take take a baseline testosterone and go sleep like for three days. And then how much you want to bet you come to Liver King's house where everything is perfect, pristine sleep conditions and where you thought your testosterone was as average, how much you want to bet it goes up by 50%? Right? If you sleep like you're going to tank your testosterone. If you eat like which most people do, unbeknownst to them, right? They're eat- They're They're consuming liquid calories and seed oils and other processed it's going to tank your testosterone. If you move like which most people are, well, you you've been working out for how many days in a row? Well, I've been working out for 12 years, but I took a bit of time off in COVID and I put on 15 lb. So I'm trying to lose that 15 lb by being dedicated to it. And um do you lift heavy things? I do. Okay, good. Yeah. Cuz you probably know that's where it's at, you know. A lot of people think that that that they can outrun a fat body. Yeah. And and I'm like, "Oh my god, there's so much I got to tell you." Right? Our basal metabolic rate at rest is when we burn 80 to 90% of our calories. And that's determined by your lean muscle mass. So you got to be lifting heavy things. So if you lift heavy you're going to optimize your hormones, right? If you shield like which is the fourth tenant, if you have your cell phone next to your dick and balls, this is not good for your testosterone. Where's your Where's your phone? Oh Right there. [laughter] And if you don't believe me, Mine's in the jack. No, mine's way over there. I threw it Oh, yeah. So every cell phone company, if you read the package insert, it's going to tell you that there's ionizing radiation that it heats up. You shouldn't have it next to your head, right? People have it right here. Mhm. This is not okay, right? Um and this is not There's several tenants here, right? And so once again, I'm going to make shield really simple. Turn off your Wi-Fi at night. Put your phone in airplane mode. Don't put it right there. Just do that, you're going to be good with shield. You're going to be way further along than most people. The fifth ancestral tenant is connect, right? Get your bare feet connected and grounded into the earth. We're electrophysical beings. Every single cell in our body is electrical in nature. And what do cells do? They signal to each other to create tissue and then tissue signals to express an organ and then organs express our human being. Every single cell is electrical in nature. The earth has a slightly negative charge. We've recently disconnected from the earth. We have rubber sole- soled shoes, elevated beds, buildings, cars, right? When's the last time you had you you have your shoes off right now, so I I hope We hope you guys have a good answer. When's the last time you had your bare feet connected to the ground, the earth, outside, not inside? Three hours ago. Oh, yeah. I can't stand it. I love it. [laughter] No, I don't like it. Why why not? I don't like it. I I always wear socks. I don't like my bare feet touching anything, especially anything outside. So just do this. Wear cotton socks. You need to get some cotton socks. It has to be native material. If you have polyester socks, um this this is a substrate that doesn't allow you to conduct with the earth. Connect with the earth. Again, this costs nothing, Sure. right? And it only is a a small investment and every one of these stacks and compounds, right? That's a fifth ancestral tenant. The sixth one is thermal pressures. We always evolved with thermal pressures being really hot and really cold. We have heat shock proteins. We have cold shock proteins, right? We have The reason why I'm hot right now, the reason why I'm sweating is because I have such up regulated brown adipose tissue. It's metabolically active, right? I get in a cold plunge at 34° for 10 to 15 minutes a week. And so I've up regulated this brown So it's it's metabolically active. I go through bit So without getting into too much of it, right? We evolved with thermal pressures. We've recently taken this out of our life to our detriment. Getting the sun Most people know about the sun, right? Most people know that it's going to give us adequate vitamin D. Most people know it's going to give us nitric oxide dump. Most people know that we need that to optimize our testosterone. Every single one of the There's only two more actually. I'm just going to go through them. Fight is the eighth ancestral tenant. You guys already have this in your lives, right? This is not like physically fighting, right? This is having a purpose, a passion, a promise, an altruistic goal in your life that you can't wake up and sprint towards because you know the difference that you can make, right? Now if you got something like that to fight for, in contrast to somebody who wakes up and is aimlessly wandering about life, right? Um now if you take the literal example, when somebody wins a fight after a UFC match, right? If you take their baseline testosterone, you win the fight, you look at how much higher that is versus the loser and how much lower that is, it's pretty massive. Well, this is what we do on a longer term trajectory when you have a purpose and passion, a real fight, a real purpose in our lives, right? So then the last thing is really how we bond. All of these things affect our hormones. All of these things affect our neurochemistry, right? And if we put down the damn phone and we have more of this culture, this chemistry, this electricity, right? What this does for our dopamine and our hormones, right? If if you're not bonding with people, right? And you have a scarcity mindset, you're going to be in in predominantly a sympathetic state. You're burning glucose for fuel instead of fat, instead of being in a beta oxidation state, right? What you need to do is put down the phone, do this sort of thing. And all of these things So you're like, "Hey, what do I do?" If you do these things, how much you want to bet you're going to be like, "Holy I never thought for a minute that I could express what I'm expressing now physically, in business, as a partner, as as as as a partner in business, as a partner in relationship, you're going to be so much better." Again, you get better in life as a person. You get better in all your roles and goals. And it's like you have superpowers, right? So you just start doing these things, man. And how much you want to bet it's less effort than working out as hard as you you're working out. It's more sustainable and it's infinitely scalable in the sense that like You said [snorts] you're 32? Yeah. You know how If you do these things, you know the the 40-year-old version of you Mhm. is going to crush the 32-year-old version. And I'm sure that you already know that from like a a mental, social, emotional standpoint, especially from a spiritual standpoint, right? But from a physical standpoint, you do these things, right? All this stuff comes together. You know, the the the um I know that you said last question. Mhm. That's the answer to that. Does that Does that make sense? Kind of. Like do you do chest days, bicep days, back days? I I want to know like your workout routine. Like Okay, I'm I'm going to give you that. The The fundamental thing is the fundamental thing. That's what I told you. Sure. Um and then the supplemental thing is getting into the gym. It's one of the ancestral tenants. I do do stuff like that. Um so I I On Monday, I call it leg day, predominantly squats. Okay. Um and then in the afternoon I'm doing some kind of metabolic condition, predominantly sprints. I'm never getting on anything doing chronic cardio. You're not going to catch me doing a slow jog, doing a slow row. If I get on the rower, the assault bike, or the skierg, I'm doing 15, 20 second sprints as hard as I can. I'll take a 2-minute break in between. And when you do that, it's that that's resistance, right? You're building strength, power, explosivity, and hypertrophy into your metabolic conditioning. So So on Monday early, I do legs, emphasis on squat. Then I do metabolic conditioning in the afternoon. On Tuesday, I'm usually doing chest in the morning, Sure. uh back in the afternoon. Okay. And then Wednesdays, uh [laughter] Can't believe I'm going to tell you this. I spend [snorts] about an hour doing core work, just doing sit-ups, GHD, unilateral carries, like really crazy things. Sure. And uh and this is part of like my psychosis. Like you guys I don't I've never said this before. Sometimes I think I'm a little fat, right? You're thinking it's crazy, right? What? Listen, I get it. Yeah. I I I get it. I probably shouldn't have said this on Diary of a CEO. But like, you know, I store my fat in my love handles. I'm like, "Shit, man." But this is what I say. If I do an hour of core work on Wednesdays and an hour of core work on Sundays, which I do on my rest days, I do those things, right? If I can build up like from like I build my ab muscles with heavy weights, like doing heavy things I'm like, if I can do that, I can feel better like I'm I'm It's like it's okay. Like if if I had some fat around my left hand like I'm okay with that. Because here's the thing, if I go into a calorie deficit and I really get lame, my my brain doesn't fire. And it's too important for me to for my brain to fire because of the job we have to do. But if I can get myself into the gym for an hour on my rest days and all I do sit-ups and GHDs and the the crazy things I do I'm like, I can build my ab muscles so big or or I got to have ab implants or whatever, you know. Um so that's what I'll do on Wednesdays. On Thursdays, I'll do lower body again with an emphasis on posterior chain. So like today I did I did a 500 lb deadlift. Um I did a lot of deadlifts. I did reverse uh um Romanian deadlifts. I did some GHDs. So I do a lot of that stuff. In the afternoon on Thursday, I do another metabolic conditioning. And then on Friday, basically repeat my my Tuesday is also my Friday. Chest in the morning, back in the afternoon. And then Saturday is barbarian. What do you do if you travel? It's not like But how do you work out like a 500 lb deadlift if let's say you're at the Do you just find a gym? So I bring my weights with me. Really? How do you fly? I don't think you fly. You drive, right? in an airplane. Huh? You Do you just fly like a normal plane? You can take massive plates on that? We fly in like a Citation or a Latitude or Sovereign. So they're private. Yeah. Yeah. And you could load up. You carry a lot of weight. You know, so I I take my weights with me. If if for some reason like But you're staying at like the penthouse. Like where do you set that up? Yeah, they set it up we send it ahead of time. Um I will say this, I got the most incredible assistant. Her name is Kimberly. I think she might be in the room. Um I raise my voice a lot to her. I don't tell her how much I appreciate her or how great but there's no possible way we'd be here doing what we're doing if I couldn't focus on what I need to focus on. I get to the penthouse suite and all the weights are set up next to the office. Everything's already there. Everything's perfect. Perfect. I got sets of dumbbells. I got bars. I got machines in the penthouse. [laughter] In the penthouse. That is insane. think about this if I don't have to think about that at all, right? I get to focus on the most important things in my life. I I have the most incredible team that takes care of all of that stuff, right? I mean we have Liver King Chef Lionel takes care of all the food. We got Kimberly and and Dan who's the estate manager that takes care of everything from a personal standpoint. Sets up everything. It's flawless, right? I mean we have so much help that we can focus on what we can be the best in the world at. And so sometimes I've heard people trying to give you guys advice and like, hey get some help. You know, hey what's the worst thing that could happen if you do and they don't create convincing value, right? I always tell people, hey man, you're going to come on for 90 days. Give me convincing value. Make it so easy for me. Sure. Right? And if you don't, it's okay because we're going to it's a 90-day interview. Let let's just know we're going separate directions afterwards unless you make it convincing. So go make it convincing. And then a lot of people rise to the occasion. And if they don't, hey cool. We already had our exit strategy. We're going our separate directions anyways. And then you get to see how you can scale and grow because all you want to do is focus on the things you can focus on. And how much you want to bet it gives you the free space in your head that you never thought you had? The free space in the head because a lot of people talk about like time, right? It's focus. Focus is number one. And then I believe it's time after that. And you can focus on the things you never thought you could focus on when when you know you have this incredible team around you. Now you can focus on your why in the world. And now you can amplify that so deep. You know, we talk about the 20 cent coffee, right? And the avocado toast. And and this is one thing that that at least I wanted to bring up is like, how do you grow and expand, right? And have this mega philosophy of abundance while you're contracting and having that kind of scarcity at the same time. It's a legitimate question because you know, I I would really like to know if you think it's possible to do the same. I do. I've realized over these last few months that I really enjoy simplicity. I take a lot of pride in low overhead. Just me, Jack Allen. You know, we got a small team, bro friends. That's where I'm the happiest. And so everyone has told me, you know, scale do this and that. Honestly, I'm the happiest just keeping it small. And I think that's where I found my niche. And it's going to be different for everybody, but for me, I really enjoy just that sort of lifestyle. What's happy for you? Uh I would say just getting to do what I want in a day without any obligation. I always do the same thing, but if I don't have to do it, it just it makes me more open. You know, Tony Robbins said that happiness is one word. It's progress. Right? So when I hear that people are content and they're happy doing the same thing what they're doing, I'm like, are you? Right? Because like if you can make progress physically, mentally, intellectually, spiritually, right? Holistically, and you grow like that. You know, and this is why we stay in the penthouse suite, the biggest suite that there is because I'm like, I need room. I need room to grow, to express my highest and most dominant form. And if you put me in a 400 sq ft cage, like you know, this doesn't feel right for me. And so I did want to bring this up but because because man, I think that you guys have something incredible going here. And I've been looking for this opportunity. And when Steve will do it gave Kyle this necklace, you know, and then Kyle looked at me and Kyle saw something in me that I didn't see in myself. And you know, that kind of leadership, that kind of recognition meant a meant the world to me. So I thought, okay, so how does this thing go forward now? And I didn't know. I thought a lot about it and he said, hey, you keep this for a while. You feel the gravity of whatever this thing is. And what this is is abundance. Mhm. Right? I mean this kind of necklace I had this thing appraised. You wouldn't believe this is a six-figure necklace that this guy gave to this guy, Kyle from Nelk Fullsend. We're sharing a happy dad. And for whatever reason, he looks over at me and he says, hey man, you take this necklace, right? And you wear it for a while. You And I've never seen him so serious. He goes he he he almost like pulled me by the collar I wasn't wearing. He's like, um you promise me you're going to do that. And then you promise me you're going to pay forward. Right? And again, this is about abundance and philosophy and spreading this kind of message. And so what I want to do is I want to give it to you. Dude. Are you Are you sure? I'm 100%. My my like 100%? The reason why I'm such a 100% is is is in part because I'm so convinced what I'm saying is accurate. Yeah. Because my wife and I came from a point of in our lives where where the scarcity mindset changed our lives, right? Because we were in the single-digit margin business for so long. And then we got down to one car and it was simple, right? And and we were happy. It's what we called it, right? And then what we figured out is as we started to branch out more because we got a little bit comfortable. It's like, you know what? We we have such a nice cash reserve now. We have assets in a way that something catastrophic can happen and now we're good forever. And the freedom that that gave us to go and explore allowed us to find our true cause in life. And and I'm not expecting to change your philosophy overnight, but I want you to be to be able to feel the weight of this and I want you to be encouraged, you know, to say um you have the way that you want to be. And I want you to at least be encouraged to to lean into that abundance a little bit more and to just know you got opposing forces and still keep keep that one, right? It's still simple, but maybe maybe you could pay a little bit more for that coffee next time. And lean into that abundance. Can we be good on that? Deal. All right. man. You know what's funny? Holy is I practiced I can't believe it. I'm I'm waiting for the the prank. I'm waiting for the prank be like, nah, just kidding. I I practiced taking this off five times at the hotel. I'm like, how do you take it off? It wasn't easy. Um and here's the deal, I'm not going to put it on you. But uh and here's the deal, I don't I don't wear this stuff, right? I don't wear If you've ever seen me on a podcast, the only podcast it was Nelk. So I really thought about I like that. I'm glad you had the drink on Nelk, by the way. Yeah, you know what? We did. We had a good time. It goes like that. You just put it in there. I wore this today because I wanted to give it to you because I I was that sure. Now, how do I know who to hand it off to next? You know, you'll know. Really? Here's the thing, I didn't I had no idea. I had no I had no idea. But he but just promise me that that that you're going to do this. Yeah. You can hold on to it for a little while. All right. All right. And then when it's time I know that you're going to give it to the person that deserves it. Deal. And here's the deal, Jack. I got something for you, bro. Oh, you did? I was not I'm just happy for my buddy, Grant. Okay, good cuz I was just joking. Okay, good. Yeah, I know it seriously. But with all seriousness, I brought this for you. No, you No, you didn't. it's it's really special to me and I I want to show you why. Look look at the [laughter] Look at the back of that. No, no, oh, come on. What's wrong with you? So here's the thing. Um It says loyalty. It's loyalty above all because that that Oh, wow. that this watch represents something incredibly important to me. There's a an OG group of guys that took me in when nobody would take me in. And so I had this the same watch made for this group of guys that took me in when nobody would take me in. And when we started this podcast, I told you guys why I'm so appreciative, right? I desperately need invites like this. I need these sorts of platforms. And and trust me when when when I give this to you, it's probably not even for you, right? This is more for me, right? And imagine how I feel right now to be able to gift this to you guys and also knowing, right? That that the principle behind here, right? Is abundance. It's growth. It's expansive, right? Cuz again, what I say is you can't contract and live a life of scarcity while being abundant and growing and leaning into these incredible things. And the talent that you guys have, it's such a you're expressing such a small fraction of it. And I can't wait to be plugged in to see what you're doing down the road, to do a part two here, right? So this is the thing. I I wear $20 Timex watch. I had these Liver King shorts made. They're cotton. They're like $10 each. I had 500 of them made so I never have to buy them again. And that's all I wear. I wear a $20 watch. I wear a $10 shorts. I wear a hat. I wear a hat. And so I I you got a badass watch. And I know you got some guests on here with like watches, you know? Yeah. Like, I'm going to wear my fanciest watch. I'll wear my necklace over here. That's crazy. Uh but I Liver King could tell you before before coming over here, I looked in the mirror. I'm like, "Oh my god, am I am I really going to wear this?" And I and I thought about Stevo doing it. And I thought about Kyle. And I thought about what this stands for. I thought about how important this is. And I thought, "Why do I care how I look when when what this stands for, you know, is so much bigger than us, right?" So, we have our whys in the world, the kind of good that we're doing. Uh I'm so When I When I said in the beginning, I'm so grateful that you guys had me on the podcast because people are hurting. All right? There's something that they can do today. It's the nine ancestral tenets. It will change their lives tomorrow. And it costs nothing. Right? This is what I want to model, teach, and preach. And and and I wanted to leave this, you know, in a way that people will remember. insane. I think Jack is still in disbelief. [laughter] Still waiting for the uh I can't believe it. I really can't. I almost cried. Good. I actually almost cried. I said, I knew it as soon as I saw it. As soon as you came in. I did too. And and I think that your buddy has the same one, too, right? Or he has a very similar Submariner. I'm I'm not sure. Uh but here's the thing. That's nuts. It It's uh you know, you guys When when there was an opportunity I've never done a podcast like this. All right? I mean, I've I've done other mainstream podcasts, but I've never done a podcast business-oriented podcast. Sure. And there's so many people that are in interested, you know, in this category. And uh and the first time was like, "You know what? I am an entrepreneur." Like I'm an entre- Like I could talk about this. I don't have to really get ready for this podcast. I'm like, I I know this stuff. Um and uh and then I realized like, "What an incredibly important thing, you know?" I know that I can help spread a message that's not just about how we achieve, but but, you know, again, we got the science of achievement, the art of fulfillment. I got something that I want to say. And you guys gave me the platform to say this. I I believe that the value is beyond reciprocal. I would say I got the lion's share of it. Right? And and then Alex Sharfin used to always say, you know, "The best way to get into momentum is to give it to somebody else." You guys know what this stands for. I know what you're going to do with that. I can't wait to see who that lands on next. Right? Who that lands lands on next. That's a lot of pressure to to see who gets this next. That's what I thought. Yeah. I started writing down all the names. And and then I thought, "You know what? This is taking up a lot of head space." And then I just settled on, "You know what? Kyle told me." He's like, "You'll know." You'll know. And then I just put it in the safe. And I didn't know I had no idea. [laughter] Um and then I knew. Yeah. I knew. I'd want to run it by you before I hand it off. Like just to make sure it gets approval. Like up the up the chain of command. But you I I would trust in the process 100%. I I thought I said the same thing. Yeah. I'm going to ask Kyle, "What kind of stipulations?" I was like, "Hey, Stevo do it. What kind of stipulations are there, you know?" Um and then I became so confident in it. I became so clear in that this was the right opportunity. You know, once again, I know my why in the world. Do you know how many people are going to hear this? Because it's not just like a mainstream podcast where the way I see this is you have mega influencers. You have entrepreneurs that are so dialed into this that have teams. Right? And so, to be able to affect people at that level that are leading to affect people at that level is a really big deal to me. Yeah, so how much you want to bet when when it's time You You don't run anything by me. You'll get to know it at the time. Thank you, man. Seriously, I'm blown away. I'm still waiting for like it's a prank. Yeah, not a prank. [laughter] I I can't even put it on. I can't put it on, Jack. This is I feel like I I feel like I Put it on. I can help you adjust Let me show you real quick. Actually, just see if it fits you first. And if not, I'll help you put it on. I think my wrists are a little smaller than yours. Let Let Let me help you adjust it real quick. Uh cuz [clears throat] cuz the other day Oh, do you know how to do it? Uh you do it. Okay, cuz it's it's pretty cool. Um this part right here, you just pull this down, and then it slides back and forth in here. You see that? Yeah, it's it's really really easy to do. So, I'm just going to lock it again. See if that's better. If that's not better, you will have need adjustment on the other side. I don't know how to do that one. You could always just take out one link if you need to. You might have to. It's a beautiful watch. How long have you had this? What does it matter? I'm just I want to know the history of it. Well, the history's deep. You know, the the the history is what I told you is um Remember I told you when when I was 15, the bullying had stopped. It's because there was a group of guys that took me in, you know? And they cared for me and they loved me and they saw something in me that I didn't see in myself. And so I said, "You know, guys, it's it's been decades since I've seen these guys." And I invited them to Liver King Ranch. And we all had a get-together. And I and and so I gave all these guys the same watch. And I was like, uh that's the history. That's what you need to know. That's the history behind it. And and it's a special watch to me. And I know it's going to be special to you. You know, it it means a ton for me to be able to give it to you. This is [laughter] insane. Oh my god. nuts. That is a good-looking watch, too. You You better actually wear this watch all the time, Jack. [laughter] I have to do something for you. I have to. I want to. Do the Do the Barbarian. Do the Barbarian. We're committed to that. Yeah, we are. We're We're committed to I would love I would love to be able to go to Texas and see how you live for a weekend. I'll get there on a Friday, and I want to live like you for one day. That'd be awesome. Like a full Saturday. I think that that would be an incredible video. An incredible video. That's what I love to do. Do you guys I saw that. Yeah, I saw the video. He came to do that. That guy's a machine. That guy's so impressive. You know, I'm so impressed um his work ethic. You know, like what we talk about, man. You If If you want to be uncommon in life, do uncommon things. And And so sometimes all you got to do is work your ass off. Yeah. And And that guy's is great. His energy. And he he came to do that. And I was like, "I'm going to break him. No problem." Had a little competition with him. I dominated him on all the competitions. But um but I would love for you guys to come. We're going to do this. And we're going to do Barbarian. And we're going to hold each other accountable to it. Deal. Is this something where I could come there on a Saturday, do the Barbarian on a Sunday? How much planning do I have to do to do the Barbarian? Well, what I'm going to have to do I I have one of my best guys, Michael Rion. He helps to send programs so that you can do this some of the training for Barbarian ahead of time. And if you don't have the equipment, we'll send you the equipment. And then we're going to take it back afterwards. But but we're going to send you some of that equipment so you don't just show up completely unprepared. Right. You'll do a little bit of training. We like to have at least 6 weeks of training. So, we'll triangulate a date. We'll get a little program together for you guys. We'll send you the implements. And then we'll come and we'll do that. How much you want to bet? I love it when people come to visit me. Yeah. But because a lot of At first, people like, "Oh, there's another guy in the fitness category." Right? And And then I was like, "Oh my god, please don't like pigeonhole me in the fitness category." And then uh Mark Bell said, "Hey, the least impressive thing about you is your physique. And I know if you come hang out with me and spend time with me, what you're going to say is the least impressive thing is your physique. And your family is the most impressive thing. And I don't think that you can have this kind of family, you know, unless you're creating value in the world. And I would love for us to spend some time together. And I would love for you guys to see that sort of deal." deal. Thank you so much, man. Oh, yeah. Seriously, this is incredible. I'm going to give you a hug after all this. Yeah. Yes. Wow. Hey, if we're if we're If we're wrapping up, there's something I want to say. Can I say it right now? Absolutely. The name is Liver King because liver is king. Liver King out. I love it. Oh my Thank you, man. Thank you so much, man. This has been great.