A conversation with Serge Gatari on scaling to $600k/month

took off right I started making more money than I knew what to do with after that I was like okay cool the only people making a lot more money than me 10 times more every month are people who have a delivery model fulfillment model that is a little bit more scalable I believe that AI is a commodity because of how low barrier it is because of how cheap it gets over time every single hour of the day literally so so doing Building AI tools I don't actually think is where the money is being like

everyone there's no money in being like everyone man like every night I pray to not be like everyone all right guys welcome back to another episode of the keeping it real podcast live from Cape Town another Cape Town episode got my guy Serge here so the last time we filmed a podcast together we had professional lights Yeah couple cameras couple guys and everything now We got one camera and a mic and some wine that's all you need so cheers to that and a great conversation ahead um The Vibes yes sir yeah I mean let's just

start with that man and just like Cape Town you know I think this is my third time seeing you in Cape Town I was even telling you the other day I see you more in Cape Town than actually back in Canada where we're both from yeah but talk to me about Cape Town bro what brings you back what what what is uh why Do you come to Cape Town every year I don't know I feel like the first time that I ever came here it was for sure just the the energy here uh it has

a type of energy that makes you just want to be relaxed the sunsets are beautiful true and people here are beautiful um and I just fell in love with the place like I don't travel much but I try to make sure that I visit Cape Town at least once a year true no same same here with me man um I actually really I Really like it out here I think especially when it's winter cold back home yeah but um something you said when we first got here we asked have you been working and you're like

hell no talk talk talk to us about D and I guess in a way I want to talk about like the whole traveling and working cuz I have my views on it as well but I love to kind of hear your side of it too so I think there's for me the reason why I haven't Ed been able to work is Because my a majority of the work that I do is creative work and I feel like when you're doing creative work you really need space and all the cape to you know staying this beautifulest

SP but it's like you have a lot of things you want to do every day so it's like oh should we go on you know on a wine or should we go out for dinner uh this morning let's go see the penguins like everybody just has a bunch of activities right and it's like are we here to like actually have Space or are we here to just enjoy the the place so I end up just having so many things on my schedule that makes me not being able to focus not being able to lock in

I don't have my setup at home I don't I can't really create much content although some people are actually they some people like Dylan who we were here with he was able to shoot ads and everything but for me I was like no I can't focus I can't lock in so right when I'm here I try to be like you Know what I'm just going to be present if I want to work I'll go back home and lock in 100% 100% I don't know about you but no I mean I I've come here for well

the last two years it's been two months in total like I've come each time and I'll be honest is like like exactly what you said is that there's no way I would be like I would be lying to myself if I said I'm here to lock in yeah you know what I mean like that's that's such a lie man this such a lie I uh one of my Most uh viewed video and also the most hated video was after I came from Bali back home and made a video called don't be a digital Nomad yeah

and I had said that like you know if you actually want to build something you have to be in one place and I think we talked about this I think two years ago as well you know is having your own Sanctuary to build and like I'll be honest like here like I I've had a harder time executing on certain things it's too beautiful bro Like it's yeah it's way too beautiful and it's hard to like like have a routine almost because every day is so different I know I know you know what I mean I

feel like U the great great greatest work is done in a space of uh of like lack and almost like you have to delete a lot of stuff right facts but here in Cape Town like everything is beautiful y like even being at home is a Vibe you know by the way it's where we at right now this is so beautiful like Out of all the properties I've been to in Cape Town I think this is like one of the most like wholesome has it has it has the nice modern house with the feeling that

you're literally in a jungle and you got to slide like what you know what I'm saying it's kind of sick it it is really sick but yeah no 100% even with me like I've had a hard time like really building a routine where I think in Toronto it's like in a way easier and Like even like we don't like me and my friend like T like the guy I hang out with the most tud we really don't do anything even on a Friday night like our version of fun might be go to like a tell

bar and like share a wine bottle amongst four people you know like and then still talk work yeah um but I think yeah like that environment and then I've also found like what like what my limit is you I was telling you like five weeks to my limit I'm out yeah I I just just Want to be back home and I'm like I was funny week three I was like man I might extend Life Is Life Is So Sicky I'm eating healthy playing paddle every day work out get in the Sun and then you get

to a point where like man like this is all cool and like and I'm still like working don't get me wrong but I'm not locked in I don't I don't feel like I could like in a way like grow what I have here yeah right just maintaining well yeah exactly right it feels a lot a Lot more maintenance but I think in a way as well like I mean I would love to hear your side of it but I get I get a perspective shift whenever I do every time I've come to Cape Town like

I have perspective shifts and I have like moments that actually like in a way help me you know I think like when I go back especially when it comes to like maybe the vision itself yeah I no like okay so we can talk about maybe may not be productive but almost like output wise But inspiration and Clarity Wise from being here is probably one of the best I see I haven't done much productive work but the amount of just Clarity and peace and just hunger that you go back home with is just infinitely better and

a lot of the times bro because we're in Canada so like half the year is like dark at PM so it's like you're super even though you might be cooking you're not really clear on like why you're cooking you don't have a clear a reminder every time Like yo this is why we're working hard yep but for me like having my team here having clients here it just makes me realize like you know what I may not necessarily be cooking making a ton of money in this day but at least I'm enjoying the fruits of

my labor you know right and it's as much it's as much of a motivator than actually making the money right 100% 100% yeah I think a lot of I I mean I don't know really about you but my circle like is very very small back In Toronto so like I'm usually just doing the exact same thing every day yeah and I think here it's like you know going to these parties meeting these different people seeing so many unique people right I think sometimes we're stuck in our bubble that you really forget what's out there like

and I don't it's not always about money but like even that like some my friend will be like we're at a party like you know this guy makes a million a month just selling Black t-shirts yeah you know and then like in a way like makes you think D like what like like what get distracted start e store no no no but but you know what I mean you know he like you you get inspired in different ways but um yeah like talk about back home in Montreal man what what what's what you been up

to still in the pensy driving the GT p p a lot of peas keeping it pee keeping it PE Ching pee a lot of PE like uh no man like uh you know just stay at home Locked in uh for me you know I keep it I keep it simple you know a little biger run in the morning uh go work out have I always go to see family spend a lot of time with family as they leave close that's always go you know it my family maybe every night uh but when I'm in Montreal

I'm really just locked in man like locked in like actually what does the dayto day look like would say I would say my week is a little different so I'll have days Where it's let's say more so like on a management level but then I'll have days where it's just me and myself uh no calls no nothing uh and wake up around 8 8:30 9 uh sometimes to sleep in life is short right you got to you got to Bro there's no point in in having everything you want if you can't sleep in shout out

branding cter sometimes you got to sleep any you got to sit there you know what I mean uh but wake up then I'll try to kind of like before I used to wake up And go get a coffee like go on a coffee run every morning listen to a podcast but nowadays I've started making coffee at home which is a big big shift right I don't really cook at home but I've started making coffee at home and I'm proud right step by step um and uh just lock in can listen to something positive every single

morning I like to start my day with good information I feel like the best way for me to create new stuff is to start with by consuming great Stuff right inputs outputs right and uh after that write stuff bangers every day is that do you write your emails in the morning every day yeah nice yeah every day I like to write but I don't but the thing with me is you know do email marketing for me I think there's a lot I need to improve on when it comes to email marketing but I mainly write

of inspiration instead of like mindset of like oh I'm going to do this so then I no no no no and I feel like that gets A lot more engagement because people are always looking out for something new it's not like cuz you you're part of EML list where it's like hey book a call with us it's predictable it's very predictable call like book a call book a call with us book a I'm like God damn like who's on this list who's booking a call because this is annoying as yeah no especially cuz email is

such an intimate thing is like I always say if you always always know what what to Expect from a person then it's like why would you even read that email but if you and I've read a lot of your emails you know you post them as well like it's I think what you said like the way you approach it especially for personal branding or if you're writing to like your community as yourself I think the way you're doing is much better than you know in a way where you have ghost riter strategy all this because

people want to hear from you and I think I like Something that you said you write from inspiration and even me like you know being in Cape Town I I I was writing a lot and I just and it reminded me like how much I actually enjoy it you know like it like when it comes from inspiration you do enjoy it much more as as well and the product just seems seems to be you know yeah more more more organic you know after you know coffee just write create I like to start my day with

marketing like I get attention you Got to cook up attention every single day uh so prioritize it could be a video it could be an email it could be an ad um but I try to figure out how do I get get more attention today uh then noon get out 11: then I'll go for a little Bagel run uh get in the Porsche you know play some a little more podcast or play play a banger Chris Breezy Breza then I know that is you and then uh go for I like to go like 15 minutes

away out of where I live cuz I live in a it's like On a little island but it's just just a bunch of like old people families so there isn't there isn't like good spots where you can kind of like just go Vibe but I like to get out of the little island and then come back when I'm back I'll probably just catch up on my team try to see like productivity where the stats the numbers kpis and then uh if I have to you know get on calls with people I'll do that maybe a

client call uh and then after that just do more Content read more learn more that's really it I think for me it's like just learn and just produce it's kind of like my main job right yeah something I wanted to bring up cuz I think I got this from you and I've been doing it much more lately is that I remember if you are consuming something and this is a mistake I feel like I made when I started out maybe you a lot of people in our space make is like they listen to the big

guys in our space but our space Is a little crumb compared to the pie right so I think I remember you know you post a lot of listen I know chath yeah shout out the brown boy chath I I I know that's your that's your dogs probably listen to all in a lot so I started doing that like listening to like you know Jensen you know guys like even Zuckerberg and like like I realiz a difference in like how you think versus if you're listening to you know anywhere any top guy in Bas like there

there's a Clear day to night difference you know I want you to kind of talk a touch on that because in a way that's kind of not normal in our space you know what I mean it is not sounds yeah yeah yeah I know but our space is like made up of people it's almost like people don't actually get into our space because they care about business they get into space because they like how someone's IG profile looks like like oh this person has a nice car this person looks good This person presents itself they

got a nice watch they got a nice whatever right and then you f you buy into the brand the person or brand but then you never really end up caring about business you end up buying what the person is selling you but the thing is selling you might not be as in Demand anymore M and you're kind of like being fed instead of you know being taught how to hunt how to fish so what I realized is because I generally failed in Business up until the point where I started buying into other people's things and

instead started just looking at the markets like what is something that people want more than the supply that is there right right and then when I started selling appointment setting with vas I mean took off right I started making more money than I knew what to do with and then after that I was like okay cool the only people making a lot more money than me 10 times More every month are people who have a delivery model fulfillment model that is a little bit more uh scalable right they don't have to do a lot of

done for you so then I building kind of like systems and placing in people uh kind of like systems and people in businesses so that was more leverage than doing done for you right and that you know 10x my business every month so um but like those are not the kind of things that like someone from a course is going to Sell you facts they're just going to sell you whatever made their 10K 20K 100K a month like a year or two ago but they're not teaching you the fundamentals so a lot of the time

I spent a lot of time just studying different businesses like I you know I don't know if you've uh I've talked about this a lot a podcast called business breakdowns oh no I should never heard they're breaking down like a you know McKenzie they're breaking down Coca-Cola they're breaking down some Motorola they're breaking down like a MTN like different companies that you know have reached a great scale and real scale real scale like like like their stock changes what maybe the guys we look up to make a year you know in a day right uh

which is which is crazy to think about but like again real the bigger picture yeah you end up you end up learning that business is business is not it doesn't come from a person like Cuz a lot of people look up to these figures let's say you might look up to Elon mus you might look up to but when you look at a lot of businesses every path works you have to just find the business that makes you vibrate and makes you excited and the strategy that also makes you Str you know you see a

lot of people are like oh you should do a vsl funnel or you should do a low ticket or you should go Mass Market you should go B2B but it's like you can make A ton of money in any of these verticals in any of these niches and any of these uh products but it's up to you to figure out what is it that makes you tick right and the best way to get inspiration is to learn how each model Works in all these different businesses that have no you know relationship or kind of a

connection and then you just pick and choose so 100% yeah no I think that's a huge change of like me this year is Like it's not catering towards a market just because like that's what I did in the past you know what I mean it's like cuz I actually had a moment and it was in Cape TOS is where I'm sitting down and I'm like bro like I am really just tget like competing with every other like anyone anyone that's selling any sort of business model yeah and and I and I also realized like you

know with my team we're having these meetings and I'm like you know anything that we got To do to like attract these people is so misaligned with like where I feel like I want to go in the future you know what I mean it's like was cool maybe when I was 1920 and even like you know like last year whatever like I think sometimes it's a low hanging fruit so you just do it right he such a low hanging fruit but really have to just come into M and realize I'm like bro I definitely don't

like I don't want to talk to brokies work with brokies you know what I'm saying helped himself their problems like I I did some 101s with existing agencies and email marketers and I found like I it didn't feel like work cuz I was solving high level problems you know it felt much more aligned and again especi especially I think being here being around guys that are man at certain point like maybe even 100x that what I'm doing it just made me just freeze up and go like do I see myself doing this in 5 Years

I'll be 30 yeah like definitely not so like you know kind of making that pivot and like really being more business-minded than you know again being in this bubble that we just what you're used to you them know you know yeah 100% 100% man and and then speaking on that I think like one of the thing and I I've been wanting to have like a deep discussion that's why I didn't kind of bring it up as all while we've been here is like is about AI you know I know I know I know you have

an AI offer right now as well but just outside of the offer as well like you know you can touch on that as well for sure but I would love to just hear about like your view on AI uh I think in 2025 we're going to probably see like more exponential Advance advancements um especially since I think you know more countries are kind of in a in a race to be be on top I would just Like to hear like your perspective on AI and how it's going to change forget business bro but like you

know uh yeah I mean I was saying this in the podcast I shot last week I was saying that like actually like for me you know my business the clown acquisition that I but I ended up buying a domain build and release AI uh because I generally don't think the way we're running service businesses is even viable like right in like if two I would Say three years anybody who's not like easy like adapting I mean you can still do service and higher contractors and use human uh to do work but you're you're not going

to you're not going to someone's going to be able to charge one tenth of what you charge for and they're still going to be profitable so you're going to get cooked out of business so here's my hypothesis around AI uh I have this perspective that especially because you know we're In kind of like in the infos space uh even if we still run service businesses and or coaching or Consulting uh service businesses and one of the things I always thought is like the reason why a lot of people don't get results is because of action

right it's knowledge and action Gap there's you have the knowledge but to take action is really hard so I was thinking about what if there was a way where instead of me telling you like hey here's how I can Build you the software run ads get leads put these on appointments then convert them uh show you the funnel with everything like maybe in a course and maybe consult you or even build it for you what if I had I could take all the data we have on all the offers we've launched all the ads we've

launched in a specific niche every single Niche we're in then have the creatives then have the sequences then have the backend systems then have the appointment setting Scripts of all the conversation that turned into appointments that got booked and maybe the highest deal that got closed and then I train One agent per function MH and then instead of having 30 employees where I'm spending 250k 300K a month in payroll I could just have agents and it maybe a growth consultant for each one of these who who actually run and maybe like a VA who assists

in like implementation and then I get the same 30 50 clients a month but They all use my my agents right so then you could have like clown acquisition. Ai and then you could have the consultant that builds your offers picks the niche picks the the you know builds a Vale the sales letter then you have the one that's in the ad Advertiser then you have the setter you have the Fulfillment and then it's like so for me like knowing that that's where the future is going then I look at my current business I'm like

Well even if I could go 10x I spend out 20 30k 50k 100K on ads this month for what like this business is not the most exciting thing so that's why for me I end up just doubling down on build and release Ai and one of the things I want to do is and maybe you can share and the people are maybe they're going to copy my idea but I don't care we're going to see who can execute you idea ideas are endless man it's just the execution have the people so I have this Idea

of so build and release is actually going to be segmented into two parts you're going to have the builders and you're going to have the releasers okay so some there's the engineers who are cooking up AI tools AI agents but then there's the people are entrepreneurs who just want to build a business around implementing AI into businesses so what I'm trying to do is I'm trying to cook up a platform well it's going to start slow not platform first but we're going To acquire a bunch of Partners or a building then we're going to launch

offers help our clients launch implementing the same AI so we have parners here are building and we have people are releasing these systems into companies for tens of thousands of dollars we already are in like 62 plus niches we already know the offers the markets wants we already know the ads we already know the sales team building we already know the Fulfillment so now my Goal is I'm going to make these guys half a million a million dollars plus a year and I'm going to make these guys way more money because this going to compound

for every business to implement the work R and assistance and agents in right and then eventually I can get out of being a service business and actually go into a platform business you can think of like a out pork of the of Fiverr Fiverr right right where it say now you just Connect one person to the other right right but the benefit is we are actually kind of like a growth partner to these people because we have the acquisition assets we have the playbooks on actually launch the thing right right and then for me I

think this is infinitely a bigger play than any type of service business that I could try to start yeah I think especially right now just seeing the advancements in AI yeah even anyone starting something now I feel like who Knows cuz the investors are so exponential as man you might be obsolete in the next couple months you know like who knows like that's why even me like I'm really just I've been pivoting or learning so much like for example in the morning today I was listening to Jensen Wong and then it was his commencement speech

to cowtech and I think almost 40% of that time he talked about AI using AI in your day-to-day workflow why you should be learning it Why you should be this should be your main focus right I listen to anything bro like it's it's everyone like you know it's it's there's so much it's all about the super ai ai agents you know I've been learning more about AI agents as well and I'm like bro this going to make certain vas obsolute cuz why would I like I used to L like you know why why do you

hire vas especially if they're not client facing is to mainly do maybe let's say repetitive task m task tasks That don't require critical thinking or anything doing anything to do with like communication or whatever but you know now ai agents exist where like they will do the thing for you and like and and not only is it getting better but it's like you know it's getting cheaper right so like a lot of businesses I don't think they realize but they're they are they are in this almost like the dotom bubble where you may have not

adapted the internet right It's like if you don't adapt you're going to die like you are going to not exist like I'm already seeing like let's say for email marketing there's two sides to this there's one side where I'm seeing like I remember when Chad JY first came out yeah and I saw that you know it just wrote copies so seamlessly as well I was like there's going to be a point where someone's going to come with a software where you as a brand owner can go there upload your stuff press a Couple buttons and

it's going to make the email you want and recently the last month I've been seeing ads for this exact software right so there's one side where I'm like some of you guys are cooked because the business owners that care that are hungry they're going to just going to adopt this and get your team member but there's still I feel like there's always going to be segment of business owners that just so lazy where if anything it's Going to make it easy for the email marketers to just use these softwares to execute where you might not

need cuz you know right now like or even like having my Agency for so long you know we had to have the designer the copywriter the strategist the campaign manager the account manager the email Tech all this and I think like you know they're going to get it replac for sure so and and and a lot of the agencies and writers are just going to get white Because you're not needed but there's still I think going to be a segment of the market that are going to adapt properly where they're going to be able to

early on get these people for example like um this is completely this is different from email marketing but I've been seeing this guy that's been in a way going viral where he goes to Realtors and he has an AI agent through their voice talk back to to like a lead and then and you just see the real to Just like be shocked right it's like I like that guy like you know he's one of the first in the market and maybe the technology is not even fully there but yeah he he's adapting and he's putting

an offer where like he's going to be first in the market he's going to dominate and he's going to succeed so I think in the same way in all these different spaces media buying all these different things like we're going to see that I actually had a question for you On this a very good discussion is like is that going to make personal Brands and individuals more valuable or less valuable as AI becomes more advanced you know I'm curious on that because my quick summary on or my quick thing is like I guess that's the

one thing that still keeps you an individual or unique in a way but what are your thoughts on that I'm curious on your thoughts on that yeah I think right now like the personal brand push if Everybody's pushing it I think it's just like come on like not everyone is going to have a personal brand that's facts but not everyone's meant to have a personal brand I think for me that's is people just selling shovels like uh to something that like doesn't exist right like if you say Okay sell this AI solution yeah okay that's

tangible delivering real value that is value market predict like if you sell it and Implement to a business they Actually get value but like how do I tell you to become a personal brand if you're shy to even get in front of camera and you never want to be judged you never you're you're afraid of people like so and that person or brand as an offer I'm like how do you teach someone to be a to build to become someone who's charismatic that people want to follow like teach that what do you have to offer

to right so like that's what I'm saying why algorithm like you're Going to give me hook I wouldn't necessarily I would say that the people who have a personal brand are going to have leverage in the sense of I don't think one takes away from the other but the people who have distribution the people who have crazy followings on YouTube on podcasts on newsletters they're the ones that are going to be able to have so much more leverage because then the people are built cuz here's what I think I believe that AI is A commodity

because of how low barrier it is because of how cheap it gets over time every single ER literally so so doing building AI tools is not I don't actually think is where the money is because I I'm sure there's a kid in a basement who let's say if I spend time building this AI content agent the same kid is going to replicate the same EAS and probably for cheaper like what deep seek did you know all the gpts so so that's where my mind is I Wouldn't actually double down on like necessarily wanting to become

someone who builds these tools I would just focus on acquiring distribution which brings me back to your kind of that question I would say that like building an a I don't call it personal brand because you don't need a personal brand to you just need a way to acquire create something that people pay attention to like you see a lot of you need attention like you said bro when you said your Morning routine you need you go Garner attention you need attention cuz then once you have it then you just give them whatever you can

literally sell anything really you know what I'm saying at that point right like and we've kind of seen it certain people maybe start in the agency space get have build Ecom Brands through the following that they built and such um and you're exactly right especially with the tool side is like I'm scared to invest in anything That's tools or software related because the way it's evolving it's like you might might be working on something now and there's going to be a kid from China that just made it better than you for oneth the price 100

the price so now what the are you going to do you know what I'm saying is like you're you're going to be yelling at your vas about something that doesn't matter you know and as as sad that as it is it's like that's just the reality of it And that's just where we are but how have you been using AI day-to-day in your life to like improve it like outside of business I'm curious on that because I I I look for that a lot too uh I mean for me I like I use it a

lot when I'm writing uh but one of the things that I do it a lot for is mainly for research I wouldn't necessarily say that I have a lot of workflows I mean I literally just updated my phone to the like new update where I have like The and I haven't started using it but like I thought I thought it was actually sick right um but I don't necessarily have a lot of workflows in my day-to-day work-wise which is stupid in my opinion but what I do a lot is a lot of the companies that

we scale we go into new verticals primarily from AI like I'll like we have this AI offer Builder that we've trained on like What markets we want to go for how the size how big the size of the market should be uh the the Kind of like the LTV of their customer base um the uh and then we just have all these research questions that we go through to test new markets to try to find uh the most profitable segments to launch offers into you know cuz like I said we're in a little bubble there's

so much money out there like we have we have this you know because right now we've been really going heavy into local markets to sell them AI systems and and you know we're also starting to learn About like syndicates like the type of uh I don't like they're the companies that no they're like the middleman that helps you either like raise money or help you find like money whatever and like that Niche they were like one of our clients were selling into that Niche and he was like uh hey can you guys start with 10K

uh uh on ads and they're like is that per week like they're just have so much money they're just trying to spend it Right so we're is such a bubble Bro and then you're trying to sell to some brokies and some broy like trying to convince him that you can help like it's just like there's some dudes with an idea that just went in front of the right people and raised millions of dollars and they didn't even have to go to the bank and put their credit under it you know where like and again like

I'm just trying to make the point of like I think cuz I've Been this has been such a discussion in like my circle in the last couple of months is like we're in this bubble and we need to stop and we need to really think what the because even the guys we look up to they really are not doing not nothing compared to what is really out there right like and what is possible like you said and like again like you know like you like raising money like there's guys with the shittiest MVP that are

just raising Millions of dollars slapping AI in front of it or whatever right um and again like I'm not saying to do like the wrong things so you know like or just scam people just raise the wrong money but like I just wanted to just make the point of like yo there is so much out there there's genuinely like the US pays couple trillion in interest a year it's crazy like you know like and you can't you can't tell me there's no money out there month yeah yeah come on like you Know what I mean

um the what what are some software AI softwares that you use dayto day is it still GPT are you using perplexity what what's up with that I I think I think I still use a lot more uh gbt than any other I have perplexity um but really I think Chad jut kind of like has won the race of like you to be honest yeah so I like their projects I like the new project featur that they have you can create seen so basically you can create projects add relevant Files and instructions so you can so

let's I have a couple of projects where it's straight just Health anything health related okay I have uploaded like my results from uh like health results that I've done with couple people blood tests all this and I I've given certain instructions of like what I'm looking for so now like let's say I'm at a gym I'm like yo like I want to do this workout like give me a groceries list it's like it's going off of like my data That I've given it which I really like the projects I think perplexity has something like that

spaces and I and I played around with deep seek and all but you know the the the Chad gpt's memory feature it's sick it's having your own GPT that just knows you and can answer to you specifically especially again like I said with the projects where now it's giving you such relevant contextual aners like deep seek it's not there yet I had to actually someone say that they Can build me something yeah where every time I start a new chat like the AI has the context and I'm like H just make it seamless make it

easy for me you know don't make me have to like go through this go through this whole thing like I like I don't want to be a coder like I don't want to be a nerd you know like like my love for AI is like and and and then and then I've been trying to like find people that are like this where like they're not nerdy like An everyday person that just loves AI like don't tell me about machine learning hallucinations like I don't care like I did a little AI course I was like this

is so gay like you yeah like just like show me how it's going to make my life better you know and like and I and I've been using it for that like in every area of my life I I even train my team I like literally sometimes my tream team ask me questions and I literally go like why are you asking me that yeah Like come on you should know better than to be asking me like there's a smarter person than me that right there that that's right there in your you know I don't have

my phone on me but the action button on my my phone is chat GPT no way really yeah so like this button right here yeah right when you press it goes to chat GPT no way so I can just that's what we're saying even when we were setting this up we should ask chbt was like but no I love AI I want to talk About something else this is kind of away from Ai and you know we can again have a whole other podcast on AI maybe when we get back to Canada um talk more

about AI agents all that but I was watching a video of yours not too long ago one of my favorite videos you ever made yeah emotional variance that one bro that was was it good was it bad wasn't a banger yeah that was that was one of the ones bro that was one of the ones I was waiting till today to tell You this oh I kind of wanted to you to touch a little bit more on that and kind of related to that concept and I wasn't talking about it a little earlier but you

know we're talking about it now to Cape Town as well cuz I'm assuming like you know what you mentioned in that video and you can kind of cover it here as well is like I'm assuming in Montreal doesn't matter what's happening day to-day Bagel runs family work locked in but here I'm assuming you know there's Some So Many Factors so many things that are kind of affecting your emotional variance that's making you kind of not lock in right whether it be women partying alcohol alcohol XYZ right kind kind of touch on that I guess for

Capon or just in that Concept in general like you know maybe for some people who didn't watch that yeah um there's this concept around because entrepreneurship a lot of people think it's just about Knowledge right but there are a lot of smarter people than us who haven't done with their life right facts uh and I think it comes from them not understanding themselves like their body their system and I first learned this from Sam ens uh he had a course on mindset and he talked about uh kind of shout out week two by the way

week two best content out there like you said in the video as well copied by everyone and their mother oh bro at this point i' be Looking at people I'm like bro are you Sam ens with no hair they'll be making up the name of this I call this the generational wealth thing worksheet alemy of the whatever like bro this is just the Alchemy of sub bro you but there is this concept that he talked about which is a lot of people leave in cycles and what that looks like is you can some people it's

in a monthly cycle it's a weekly so let's say Monday you start your week and you feel fresh uh And then Tuesday comes around then Wednesday comes around then you're like you know what let me go to this happy hour let me go drink a glass of wine or two or a whole bottle you know and then at night you were like damn we shouldn't end the night right now we should go you know to this little club and then see what's up go to LA Lounge let's go oh then you're like man we got

AMX let's bring the bottles out Bring tequila bring 192 you and then you then You're 1942 then the next day you feel like and then when you feel like then you don't end up working and then since you feel like you're probably also going to end up making bad decisions and then you're going to be like oh I want now I want to smoke weed now I want to do this so you're already going downhill so M as well right and then what happens is you starting to get excited by Wednesday now you do some

dumb then you go downhill then you Feel like then you probably want to do more dumb all right and then Thursday Friday you're like I already feel like so might as well keep going all right and then the weekend you're like okay let's wake up let's go in the cold plunge let's do the sauna and you start doing great good behaviors then you actually learn go through the course that you bought for 10 grand that you never listened to so you now start making good decision and Then Monday you start feeling good again right so

a lot of people don't actually see their lives through the lens of the cycle mhm and they just keep going through this same week for the entire life then never get anything done so you have a lot of emotional variance and when you're really high like this you're super productive but when you're low you also feel like you're not motivated you don't want to do anything you literally have no willpower so what I Learned about business and the reason why I did that call was because I wanted to get my clients to understand like I

can tell you about client acquisition we can talk about every single way path to make money but if you haven't figured out a way to have your emotions be like on an even kill where you really avoid to be super excited or super sad and you just stay died in like just DED on like you literally are like a ghost you're like a zombie that has no emotions or You're like a dead person that is the best state to cook and build from because you're not cuz when if you're happy you're going to have to

go down you know what comes up must come down eventually right right so that's why for me like the reason why I was like oh here in Cape Town I can't work is because I'm G be enjoying I'm G be drinking wine I'm G be excited and then the next day I'm G feel like so I'm probably not going to want to do Anything sorry I realized that like I don't want to not make memories and enjoy my townwall here so let me enjoy the spike of Happiness dopamine everything come back and down and then

I'll go back home and cut all the dopamine out like it even worse like every morning I don't I try I mean I use my phone here and there but like if I want to really have the most productive day I try to not have any do dopamine not open my phone I literally Let my phone die the the night before I don't charge it leave it in the living room dead I never like a lot of people say oh I'm going to just lock it and not touch it no no bro trust me people

be buying these boxes and all that all right you're a goof man your life together you're a grown man right you know so for me I just let it die because I know that like there's no way I'm going to touch it and be like oh I won't swipe up bro these guys make lillion bro They make dollar a year because they figure out a way to make us addicted so you're not smarter than these guys hell no you know you don't make 30 billion a month so please shut up it's not from your Co

from your guy coaching you about being a mon you're no nobody built released the course on monk mode and makes $300 million you know facts so if these guys built these these platforms because they're way smarter at hooking us than we are locking in this Size techn knowledge so they know better so for me I generally engineer my environment so I try not to get dopamine and those are the moments where I'm the most excited to work but a lot of people who chase highs and high it doesn't necessarily mean drinking drugs it could literally

be from your phone that that thing drains the source of of of just going out there to the world and doing something with your life so that's something that I'm super uh careful About so emotional variance if you can dial it in and not have it Spike up off you can actually create every you can make any dream come true facts I mean that's the reality of what it takes to run a business right is because like as much as I like you know have experienced this like a lifestyle business is just not it you

know it's because that's not a thing and same thing we were talking about like when I got hated on that digital Nomad video is that I don't know If they really had like Big Dreams you know with all the respect like I think yeah like and I say this with all the respect I think there is a segment of people that just want to you know like like make it whatever came a month travel the world live live that simple life not scale up not have more team members not have more headaches and you know

like in certain times like man I feel like the vibe that's yeah and you feel like that but then you know deep Down there's just some people that just want more and it's like and and I've realized this and I know and you have as well it's like you can't be changing locations every week every month thinking that's a thing like even coming here it took me damn near two weeks to adjust right like it's like how how do you expect me to you know like to do great things and don't get me wrong like

try to build a routine here stay up later go to Starbucks all that but like I'm literally trying to run a marathon while shooting myself in the foot simultaneous right in a way like and like and and and I I honestly like taking in what you said like I think it's changed my perspective on like the the last week I have here is like just enjoying it you know like then trying to force any creat if anything I enjoy things like this having a conversation cuz it's natural we have conversations like this regardless but like

to lock in To build on what I have been wanting to build like you know like I've genuinely had hard times even starting something yeah where like I know like this is such a simple like like but you're still like ah like there's so much you know what I mean sometimes and it's just like yeah just not it's just not the vibe but yeah um yeah man I mean I want to you know before we wrap up kind of talk about 2025 for you we love to kind of hear some theories of how 2025 you

Think is going to go in just one in our space but also just the business space in general yeah um and also just anything you're up to that you would want to show you know what I'm saying yeah uh I think for sure 2025 our space is cooked cooked like still cooked cooked just done done because the barrier has gotten so low all you need is literally make a YouTube video and then Yap and you've never done the thing you're talking about but People will still follow you flock to your so for me I'm trying

to get a little bit more into higher barrier stuff uh that's not necessarily easily kind of like Comm commoditized right uh being a commodity to be honest being like everyone there's no money in being like everyone man like every night I pray to not be like everyone right I so AI Embrace AI right um you know build and release AI for sure I'm going to go all in I don't know What the future holds but I want to just go all in because I just know there is no losing if you Embrace there's the future

bro so that and then uh just also like understanding like I really definitely want to get into like recurring stuff build companies that compound and not just trying to make a lot of money once one time I think clients every I think that like that the industry enough people have fallen Off even the biggest people of our industry literally like fallen off from because the business model just doesn't work right and a lot of people a lot of people tend to hate on the agency model like but the the recurring the I'll give you value

every month and you pay me every month is the best thing but it's just how can you do it without having to sell your time cuz it no you know you know we both run agencies and no matter how you put it running an agency just sucks bro yeah man I I agree with you it sucks but I think once when I made that pivot to go all in with info then you realize that predictability was how amazing it is to like know that that client's going to pay you every month like no 100% bro

it's like such a grass as greener on the other side mentality at times but it it is just the reality at times but I think you know with a coming up we'll have the ability to be able to you know you put All your knowledge all your experience all your data into an agent and still monetize on a recurring basis without having to sell trade your a ton from Facts you know so that's kind of like the future that I'm looking at and quick question because you just remind me of reoccurring in communities and all

what are your thoughts on school honest honest thoughts uh I mean shout out shout out to school I guess but school at the same yeah to be honest Like I don't I don't I think you know like it's it's U how do you call that I'll say it's good for creators if you're a Creator and that's your main thing and you just pop up let's SCH okay so let's do this right uh no I want to what are the people who follow each others like people just follow how do you call them no no no

not not people just follow a trend just to follow a trend like I'll do this then people just copy copy cats cop followers no they're Animals like what are those animals called uh not vultures CH sheeps my bad a bunch of forgot forgot there's a language barrier so like there's just a lot of people just jumping into it because they see someone who they like who just keeps doing it right so for me I haven't fallen into that because I we I don't do it personally but I have clients that we've built School communities for

and the engagement is like 50% monthly like 50% monthly engagement is insane that means that like if you have a th people only 500 will engage throughout the month it's not even daily usage it's monthly active engage like monthly 500 people out of a th engage sometime during the march that's crazy so the daily us are just probably even more even lower you get like 20 30 20 10 people to engage so like is that a community no it's not a community so now so for me I haven't gone all in on School yet because

I'm like okay Sam ens shows me that they can retain people's attention on those platforms that I'm not going to go there cuz then it's my job to to re-engage people but if you're on Instagram you don't have to tell people to check their Instagram they're going to check it regardless your Twitter uh whatever Facebook group I would pick Facebook groups over school you know what my friend Sharma says actually funny you mention my friend Sharma says this about I think anyone that starts with software like this is is like your big your biggest competitor

is is freaking Facebook group and it's free seamless they're going to use it every day they're going get notifications for it yeah so you're literally competing with a trillion dollar company at this point so you better be willing to go broke for 20 yeah literally and even me I'll say from my experience man one of the stupidest Thing I ever did I used to have a free community for email marketers on Discord and I almost like stopped at to go to school oh my God man not only did the engagement die down everything died down

and like my main Discord that I used to be like it was such a bad decision that I made and again like you know no disrespected Heros and samin huge mentors of mine and you know like I guess online mentors throughout the year but but like you said that engagement Man is like that that's just not there man and like yeah think especially with like reoccurring businesses trying to like save turn like no it let's go back to this idea of like Community like you had this trying to like Oh Billy Community is the new

thing but where is it today I don't hear it the guys talked body for a month two months last year like summer Q3 was everybody was everyone was offering that hey you should have a community you should have A community one thing people don't realize is if you build a community for info based products you have to understand that info is consumed once and has no value anymore right so why would someone keep paying you monthly for info they consume once it's like it's like telling you that you're going to give me one drink but

I have to keep paying you every month for this one drink you gave me that's stupid that would be actually that's actually yeah Why don't you sip it once a month like so for me I always thought that if you're going to monetize a community it can't necessarily be for information it has to be for reoccurring value if you're going to have reoccurring bill I think Traders do well because like they usually trade live with them you know so it's like I think I'm still in one of these trading groups I bought a lifetime long

time ago because like I mean I thought I wanted to trade then But yeah you know that makes sense because every day is got value yeah every day there's something there this it's a new thing you know what I mean but yeah no I 100% agree with you on on your statement on that man and um yeah I think AI man like anyone that is smarter than anyone that he's you know Andrew Wilkinson the guy wrote this book called never change or SE him on my first million of yeah yeah yeah so him something he

said about AI I think He was saying he's like you know he's never been more excited to work really and he was talking to his team about how like oh you know like the AI is like the new internet and he's like no no no bro this is like no no he's like you know someone came to me and said having AI is as if someone's just built a new internet and he's like no no no someone just built fire oh and I was like yo that's a banger because it's true yeah this is literally

about to Change the the way Humanity like this is a new Evolution of humanity that we're about to see so it's like you know even if this just if this one thing you get from this podcast it's just like adapt man if you don't adapt you're going to die like you literally are G to die you know like I'm lit oh guys guys guys I'm so mad because this podcast abruptly ended because of a technical issue that you know I had but no worries Serge actually does live in Canada so I am going to make

a trip out to Montreal one of these days and go visit him and redo the pot again another sad things about technicality I had done another podcast as well with someone you know cool Shelby sap and even that one got messed up so man it's just you know a little annoying but like I said guys even with with sheli I'm going to go film in May with Serge I'm going to go and film with them whenever I can as well more Podcasts coming guys I have some amazing guests lined up I've already been talking to

people as I've been back in Toronto so stay tuned for that hope you did enjoy the conversation with Serge cuz it was amazing hope you guys again really enjoyed it uh like I said next year as well I'm excited to go to Cape Town have more conversations with amazing entrepreneurs and I think this year the podcast is going to be on another level so look forward to that And have a great day peace