jerred

79: How Peter Attia Makes Money (Better Human Business Breakdown)

jerred · February 15, 2024

peter attia, making money, better human business, better human business breakdown

Today, we are going to take a look at how Peter Attia is making an impact and thus, making an income!

Why a Better Human Business Breakdown?

If you truly want to scale a business, you need to ask great questions and you need to find great answers.

In a Better Human Business Breakdown we are thinking of possibilities. We are expanding our minds. If you are simply setting a doable goal all you are doing is creating a task to check off your list.

Next, you could have a stretch goal – which is more challenging. It aims you at the edge of your current abilities; you have to stretch to reach it.

However, the best goal explores what’s possible. When you see people and businesses that have undergone transformations and are at the top of the food chain, this is where they live. And that’s what we will look at in our Better Human Business Breakdowns.

We will benchmark and trend some of the best businesses our there that are building better humans to find the extraordinary answer you need for extraordinary results.

Who is Peter Attia

Today, we are looking at Peter Attia.

Peter Attia, MD, is the founder of Early Medical, a medical practice that applies the principles of Medicine 3.0 to patients with the goal of lengthening their lifespan and simultaneously improving their healthspan.

He is the host of The Drive, one of the most popular podcasts covering the topics of health and medicine.

He is also the author of the #1 New York Times Bestseller, Outlive: The Science and Art of Longevity.

Dr. Attia received his medical degree from the Stanford University School of Medicine and trained for five years at the Johns Hopkins Hospital in general surgery, where he was the recipient of several prestigious awards, including resident of the year.

He spent two years at the National Institutes of Health as a surgical oncology fellow at the National Cancer Institute, where his research focused on immune-based therapies for melanoma.

He lives in Austin, Texas with his wife and three kids.

How Peter Attia Makes Money…

Book
- $15 to $30
- OUTLIVE THE SCIENCE & ART OF LONGEVITY
Clinical Practice
- Concierge physician
- He charges $150,000 a year to be his patient.
Premium Members
- $19/mo. or $149/yr.
  - Ask Me Anything (AMA) Episodes
  - Comprehensive Podcast Show Notes
  - Premium Articles
  - The Qualys Podcast
Early Program
- $2,500 mid-ticket program
Speaking
- My guess $50K-$100K
Investments
- Peter is an investor in the companies HumanCo, Kosterina, LMNT, Magic Spoon Cereal, Maui Nui Venison, Oura Health Oy, Supercast, Virta Health, Zero, and Salutoceuticals.
Biograph
- The world’s most advanced longevity – focused diagnostics platform

Peter Attia Audience Size

Podcast – 70MM+ Downloads
Twitter – 420K followers
Instagram – 976K followers
YouTube – 593K subscribers
Facebook – 94K followers

What can we learn? What can we take away?

1.) He built the core REALLY high-ticket first (stay focused) – Get really good at what you do!

2.) Mission oriented – The Science of Longevity into Something Accessible to everyone

3.) You can do whatever the hell you want when you have millions of followers

Try harder,

-JM

Listen to the episode on Apple Podcasts, Spotify, Overcast, Podcast Addict, Pocket Casts, Castbox, Google Podcasts, Amazon Music, or on your favorite podcast platform.

apple podcasts, jerred moon, better human business podcast

spotify podcasts, jerred moon, better human business podcast

overcast podcasts, jerred moon, better human business podcast

TIME-STAMPED SHOW NOTES:

[00:00] Introduction to the concept of “Better Human Business” and the podcast’s goals.
[00:21] Introduction to the “Better Human Business Breakdown” segment.
[00:42] Explanation of the purpose behind analyzing successful businesses.
[01:00] Discussion on the importance of setting goals beyond just doable tasks.
[02:03] Introduction of Peter Attia and his contributions to health and longevity.
[03:30] Overview of Peter Attia’s career and achievements.
[04:13] Analysis of the various revenue streams in Peter Attia’s business model.
[05:24] Examination of Peter Attia’s audience size and social media following.
[06:28] Key takeaways from Peter Attia’s business model and strategies.
[07:17] Discussion on the focus and mission orientation of Peter Attia’s business.
[09:25] Final thoughts on expanding one’s business vision and impact.
[10:40] Call for feedback on the “Better Human Business Breakdown” segment and encouragement to try harder.

78: Simple Strategies to Combat Procrastination

jerred · February 13, 2024

You do it.
I do it.
We all do it.

And I am not talking about poop…

I am talking about procrastination.

Procrastination is the act of delaying or postponing tasks or decisions. It can lead to stress, a sense of guilt, loss of productivity, and missed opportunities.

But, like I said, we all do it.

Why do we procrastinate?

Avoidance of discomfort, fear of failure, perfectionism, poor time management, lack of motivation, decision fatigue, and feeling overwhelmed are the common culprits when it comes to being a procrastinator.

I am sure one, if not all, resonate with you in some way.

So how do we stop procrastinating?

Stop procrastinating: Option #1 – Go Shia-LaBeouf Style and “Just Do it”

Look, in option #2, I’ll give you some solid science to follow so you can procrastinate less. However, you have to know, even the best scientific strategy is going to come with a large dose of… JUST DO IT!

You have to set yourself up for success the best you can, but after a certain point it will be about just starting. Making some progress. Getting uncomfortable and taking action.

Stop procrastinating: Option #2 – Follow the Science

There’s a great study that came out in 2024 called, “Time perspectives and procrastination in university students: exploring the moderating role of basic psychological need satisfaction,” that looked at ways to procrastinate less.

In simple terms, the study explored how time perspectives past, present, and future and how they influenced procrastination.

So do you always look to the future?
Are you present and in the now?
Are you looking to the past? And worse, do you have a negative association with the past?

If you always focus on the present or past – that had a higher correction with procrastination.

If you are future-focused – those people in the study seemed to procrastinate less.

Simple takeaways here:

Try setting clear future objectives

And pulling some bigger nuggets from the study:

Work on building your skills
Make decisions for yourself
Seek support from friends or mentors.

Try harder,

-JM

Listen to the episode on Apple Podcasts, Spotify, Overcast, Podcast Addict, Pocket Casts, Castbox, Google Podcasts, Amazon Music, or on your favorite podcast platform.

TIME-STAMPED SHOW NOTES:

[00:00] Introduction to the topic of procrastination and its impact on entrepreneurs by Jerred Moon.
[00:21] Discussion on the reasons behind procrastination, including avoidance of discomfort and fear of failure.
[00:44] Analysis of how procrastination can lead to stress, guilt, and missed opportunities.
[01:34] Emphasis on embracing discomfort to overcome procrastination.
[02:02] Exploration of fear of failure and perfectionism as causes of procrastination.
[02:21] Mention of Shia LaBeouf’s “Just Do It” motivational speech as a strategy to combat procrastination.
[03:26] Introduction of scientific strategies to reduce procrastination, focusing on future-oriented thinking.
[04:02] Suggestions for setting clear future objectives and improving skills to minimize procrastination.
[05:11] Encouragement to make autonomous decisions and seek support to combat procrastination.
[06:00] Jerred Moon plays Shia LaBeouf’s motivational audio clip to emphasize the “Just Do It” approach.
[07:00] Discussion on the scientific study about time perspectives and their relation to procrastination.
[08:00] Advice on being future-focused and how it helps in reducing procrastination.
[09:00] Strategies for better time management and decision-making to avoid procrastination.
[09:59] Conclusion and call to action, highlighting the importance of taking steps to reduce procrastination and improve productivity.

Scaling Your Business: Marketing Clarity

jerred · February 10, 2024

Today, I want to talk about scaling a business.

I started with a laptop, a $5 product, $100K+ in debt, and ZERO knowledge of how to run a business.

Today, we have 20 employees across multiple companies and do millions per year, and I am debt-free.

So how does that happen?

Well, it has taken…

10+ YEARS!!!
18 hours days, at times
Emptying my bank account to $0 at least half a dozen times
Losing best friends who didn’t support me
300+ Books Read and $150K+ in business courses/development
To name a few

But something more useful for YOU…

I’ve boiled it down to 3 things:

Clarity & Simplicity
Acquisition Math
Rewiring the Mind (what no one wants to hear)

To keep this post less than book length, I will only go over product clarity & simplicity today, and I will cover the others in future posts.

Do NOT miss acquisition math!

So, online business all started as a side hustle because my wife and I were in a lot of debt. Our minimum debt payments were about 65% of my military take-home pay. So, it was a lot of pressure. But the funny thing about pressure is that it can crush things or produce diamonds.

Within a year of starting my business, I made some, albeit very little, money. However, I quickly realized I was hitting a wall, and “revenue that SCALES” was going to be very hard.

And it was hard, but here’s what I have learned in scaling a business.

Scaling Your Business: The Clarity Formula

The first thing I learned is clarity & simplicity, being able to communicate what I offer, why I’m different, and the value I can add to someone’s life… In 5 seconds or less.

People DO NOT care about my business.

Take yourself as an example. How much do you sit around and think about a product or service? Probably very little. Because you have a life (which is good).

I realized I could not expect my customers to care about my product enough to read a 2,000-word about page to truly understand what I do and how I am different.

So here’s the formula I use to communicate in marketing:

Problem + Unique Solution + Results/Expectation = Marketing Clarity

Here’s a fictitious example:

Problem: You don’t have a lot of time to workout
Solution: I provide effective workouts that can be done in under 30 minutes
Results Option: We’ve helped 200 men lose 20+ pounds with our training
Expectation Option: Cut the weight you want in 3 months, or it’s free

Putting the message together Option #1 (results):

Most people don’t have enough time to work out, so we developed a 30-minute system that can be done anywhere and anytime. The coolest thing is that this new approach has helped 200+ men lose 20+ pounds!

Problem: ✅

Unique Solution: ✅

This message focuses on our “system.” That simple wording differentiates you from just providing “workouts.” In my business, we developed an entire programming methodology, so don’t lie about what you do. Instead, start to focus on how you are different and create your method. Bonus points if you give it a name! “The CX-11 Protocol” – it doesn’t matter.

Results: ✅

You will use the “results” option if you have client testimonials to back you up. Now, the next option.

Putting the message together Option #2 (expectation):

Most people don’t have enough time to work out, so we developed a 30-minute system that can be done anywhere called the “The CX-11 Protocol”. We’re so confident in our protocol that if you don’t achieve your goals in 3 months, it’s free (you actually get a refund)!

Problem: ✅

Unique Solution: ✅ “The CX-11 Protocol”

Expectations: ✅ 3 months = results or it = FREE. Strong Expectation!

You could use the “expectation” option to communicate what they can expect and how they can mitigate their risk (a guarantee).

Prerequisite: YOU MUST BE GOOD AT WHAT YOU DO!

Next, I learned simplicity.

The Simple Approach to Scaling Your Business

When I first started, I had one product. Then I had two, and eventually, I was selling about 20 fitness programs, but I felt spread thin and wasn’t really good at selling any of the programs.

To scale, I had to put a lot of time and attention on ONE product.

For me, it was one $49 product called One Man One Barbell.

I made sure the product delivered results.
I focused on how to message it to my customers.
I learned the funnels I needed to build to sell that one product.
I learned the advertising strategies that worked for my product. It’s easy to put that in a few sentences, but all of the above probably took about two years to learn and test.

I still offered 20 other programs on my site, but all my attention was on One Man One Barbell. That focus also meant about 90% of my revenue came from that one product.

My family survived off a clear message and one $49 product for years.

So how have I scaled businesses?

Well, any consulting I have done, new ventures I have gone into where we have seen explosive growth… it involved:

Clarifying the message.
Reducing the number of offerings (or at least only focusing on ONE).

Takeaway:

Use the formula in your business.

Problem + Unique Solution + Results/Expectation = Marketing Clarity

Try harder,

77: D.R.E.A.M. – How I Fell in Love with Business (and how you can too)

jerred · February 8, 2024

D.R.E.A.M. (Data Rules Everything Around Me)

Data rules! Here’s how data unexpectedly became my secret weapon in business and how it might just revolutionize yours too.

In a recent team meeting at PT biz, a casual conversation about run dynamics and personal updates led me to an epiphany about my business: Data is king.

D.R.E.A.M. (Data Rules Everything Around Me)

Inspired by Wu Tang’s “CREAM” (Cash Rules Everything Around Me), I’ve adopted “DREAM” (Data Rules Everything Around Me) as my new mantra. This shift wasn’t just about numbers; it was about recognizing that the principles governing my fitness data obsession could be applied with equal success to my business.

From Fitness to Business: A Seamless Transition

The leap from analyzing fitness metrics to embracing business analytics was less a jump and more a natural step. My love for data, deeply rooted in improving fitness outcomes, turned out to be the perfect foundation for making informed, strategic business decisions.

Data Rules: The Thread That Binds

This journey taught me an invaluable lesson: at the heart of every passion or pursuit lies a thread that can guide your business strategy. For me, that thread was data. It connected my interests, informed my decisions, and ultimately, reshaped my approach to business.

Your Turn: Find Your Thread

What’s your thread? Identifying it can transform how you see and operate your business. It’s not just about what you’re good at; it’s about finding the core principle that drives you and leveraging it across all aspects of your life and business.

Conclusion: Leverage Your Core

Understanding that data rules—or whatever your personal thread may be—is your most powerful tool can open new doors in both your personal and professional life. It’s about embracing your unique strengths and applying them to your business in a way that’s both meaningful and impactful.

Remember, the key to success isn’t just hard work; it’s about working smart, with a clear focus on what truly matters. So, find your thread, pull it tight, and watch as it guides you to new heights.

Stay driven, stay data-focused, and most importantly, stay true to what makes your approach unique.

-Jerred Moon

Listen to the episode on Apple Podcasts, Spotify, Overcast, Podcast Addict, Pocket Casts, Castbox, Google Podcasts, Amazon Music, or on your favorite podcast platform.

TIME-STAMPED SHOW NOTES:

(00:00) Introduction – Why the intro song “Cream” by Wu Tang? Introduction to falling in love with business through accidental data fascination.

(01:00) The Epiphany from Run Dynamics – How analyzing run dynamics for health led to a broader realization about data-driven decision-making in business.

(02:00) Data-Centric Approach in Business – Emphasizing the importance of data in tracking, scaling, and reporting business operations.

(03:00) Personal Journey with Data and Business – The analogy of discovering one’s passion for business through data, similar to romantic comedy plotlines.

(04:00) Fitness Data’s Impact on Business Strategy – Transitioning from fitness data analysis to applying data principles in business for growth and efficiency.

(05:00) Realizing the Power of Data – The moment of recognizing data as the linchpin in both personal and professional realms.

(06:00) Identifying Your Convergence Point – Encouragement to find where personal passion and business potential meet through data.

(07:00) Utilizing Personal Strengths for Business Growth – How leveraging innate skills, like people engagement, can be pivotal in business development.

(08:00) Core Strength and Business Focus – The importance of honing in on your unique strength or “thread” that enhances both life and business.

(09:00) The Challenge of Finding Your Thread – A call to action for listeners to identify and utilize their core strengths to unlock new opportunities.

(10:00) Conclusion – Summarizing the journey of embracing data in business and the encouragement to find and follow one’s unique thread for success.

76: Personal Finance for the Entrepreneur

jerred · February 6, 2024

Personal Finance for the Entrepreneur, better human business podcast

Should personal finance for the entrepreneur be the same as for the employee?

In some ways, yes. You need to save, budget, and so on. Basic financial principles apply to all people who earn income.

But entrepreneurs are different. We have more say over production. In this episode of the podcast, I cover three basic principles for personal finance for the entrepreneur.

Quick Tips: Personal Finance for the Entrepreneur

#1 – Don’t let your accountant limit your growth

This one is simple. Never let an accountant or bookkeeper tell you what you should or shouldn’t spend your money on. Your job is growth; to continue growing, you have to invest in yourself. Many people don’t understand this fact.

#2 – Quit trying to save. You’re an entrepreneur…GROW.

Setting aside some savings is fine. However, don’t focus too much on how much you can save and invest… That’s wasted energy. Instead, focus on how much you can grow! An entrepreneur should focus on earning money, not saving it.

#3 – Profit over everything

Lastly, know your profit! Take your revenue, pay everything, and pay everyone. What’s left? YOUR PROFIT. We can calculate it in other ways, but what I stated above is the simplest way to track profit. Always know your profit, have a goal for it, and track it!

Please enjoy

-JM

Listen to the episode on Apple Podcasts, Spotify, Overcast, Podcast Addict, Pocket Casts, Castbox, Google Podcasts, Amazon Music, or on your favorite podcast platform.

76: Personal Finance for the Entrepreneur

TIME-STAMPED SHOW NOTES:

(02:59) #1 – Don’t let your accountant limit your growth
(06:49) #2 – Quit trying to save. You’re an entrepreneur…GROW.
(09:15) #3 – Profit over everything