Qualified: AI for Marketing Agencies

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Bryce DeCora
I heard.

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Bryce DeCora
Finally we're here. We're all set up.

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Johann Nogueira
Woohoo!

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Johann Nogueira
Awesome!

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Bryce DeCora
Hey! So perfect. Well, welcome to the qualified podcast. Your guest, number two. Super excited to have you because we have a long standing relationship together. Met you in person, even though you're on the other side of the world. This is Johan. He is, co-founder of White Label Suite. Powerful software. Wanted to have him on because this is a podcast for marketing agencies.

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Bryce DeCora
And Johan brings a lot of value to marketing agencies. Welcome.

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Johann Nogueira
Thanks, man. Great to be here. I'm so excited.

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Bryce DeCora
So tell us a little bit about, first of all, what White Label Suite is.

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Johann Nogueira
Yeah for sure. So White Label Suite started off. It's nearly it's fourth birthday now. It's crazy. So when we started off world, Walt and I actually met on a podcast six years ago. And after the podcast, we just had this great, that podcast. I was just like, damn, I've never had anybody interview me like, yeah. And every three months he'd be chasing me up like, dude, dude, can we do something?

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Johann Nogueira
We just got to do something together at this point in time. I've got other companies, we're doing some acquisitions, all this kind of stuff. My life was crazy. And we had Covid. Covid. We had Covid, as in Australia was in Melbourne, where I.

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Bryce DeCora
Know Australia had Covid.

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Johann Nogueira
Yeah. The world that Covid. We were in lockdown for nine months and then we get this opportunity where, the guy who controls our state goes, all right, we're opening up the borders. We weren't allowed out of a house. It's like I was crazy. And I'm now going to talk about that. Point is, flew up to the Gold Coast.

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Johann Nogueira
I messaged, well, I'm like, dude, you've been wanting to catch up for the last two years. Let's catch up. You want to have breakfast tomorrow? And he's like, yeah, let's do breakfast. So he catches up with me at six in the morning and we're sitting down and I'm like, dude, tell me, what are you working on? You know, what are you doing?

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Johann Nogueira
And then he shows me this amazing, amazing suite of tools that he's built. All these different companies, all these different bits of technology, all different databases, all different brands. And I'm like, man, dude, you could have. Did you like literally we draw that on a napkin. I'm like, these, are they all? They all work together. This is how they work together.

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Johann Nogueira
This is the pieces of the puzzle. Go try this. He goes to two weeks later. He calls me and he's like, I did what you said. And man, it is incredible. You want to come be my business partner? I'm like, none of that. I, you know, I can't. And, just it went on like that and then about a month later, I'm like, fine, let's go.

00:02:37:23 - 00:02:48:21
Johann Nogueira
Because I started showing people the technology, which is just the leads tool. And everyone, like, I've never had a 100% close rate with this. Everyone I showed it to, they were just like, get me this thing now.

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Bryce DeCora
So back up. Yeah. Why were you guys on a podcast together? Why did he have you?

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Johann Nogueira
So he has. Okay, so I just exited a company of mine, and he runs and used to run an agency podcast for marketing agencies. Okay. And and that's, that's how it that's why we were on the podcast. So he's like, I had started my agency in 2008. It's a long, long, long time ago. And we've been through the trenches.

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Johann Nogueira
You know, my stuff. I had 100 stuff. It was just it was an insane ride having.

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Bryce DeCora
My had you on. You guys vibed. And then did he talk about his tool on the podcast?

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Johann Nogueira
No.

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Bryce DeCora
No, no, he he liked you. He was working on the side project and then he wanted to show it off you.

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Johann Nogueira
His technology was already. He already had it in the marketplace. So the current version of white labels, which he used to sell at trade shows on CD, right? Not not the current version. I'm saying what what labels wait is that leads to you to sell it? It shows on CDs. That's how old it is. It's 13 years old, obviously with technology, with I everything.

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Johann Nogueira
It's been upgraded every every day. He comes up with new stuff every day. So he's the genius behind the software. He's the building tinkering. So actually, let me cut to a point. I went to a Tony Robbins event in 2017, and he said every business needs three key people in it. The first person is the artist, the one who's tinkering, the one who's building, the one who's creating.

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Johann Nogueira
The second person is the entrepreneur, the deal maker, the one who's out there selling this thing, the entrepreneur and the artist. So is that it's sort of like an entrepreneur is like, let me go sell it. And they are just like, no, not yet. Well, and I like this every day, like he's created these new features. I'm like, oh my God, I got to tell everybody.

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Johann Nogueira
He's like, don't tell anybody I want to test it.

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Bryce DeCora
But it's so good.

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Johann Nogueira
I it works. I've tested it. He's like, don't tell anybody know. So that's that's us. And then in between you need the third person who's the manager. And the manager is managing the, the relationship between the entrepreneur and the artist and the clients. Right. So that's that, that that's how the three key people in the business. And when you have that, that's when that's the foundations of a business that can grow.

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Johann Nogueira
Yeah. And so there's always this thing of well it's always building and I'm always like, dude. And he's like, don't tell anybody. I'm like, hey, I got this on a webinar. There's a thousand people going to be there. And he's like, why?

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Johann Nogueira
I'm not sure why. He's like, why did you do that?

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Bryce DeCora
And you're like, yeah, you're going to talk about that really cool thing. And he's like, no, that is the one thing that I said I'm not going to talk about ever.

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Johann Nogueira
Yeah. And you know, it's and wives, Larry, they're like, you guys talk every three minutes because we just, we're just spouting off these ideas and so and say, hey, man, what about this? What about this? And it'll be a know when I'm not allowed to use our phones near the dinner table. And it's like, oh, wait, it'll be eating.

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Johann Nogueira
My son will say something. I'm like, oh, wait, let me go. Whoa, whoa. I was like, no, no, you won't have to. And that's a whole it's just good when you have great business partners. That's where I was going to that. You said, hey, what are some good, good.

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Bryce DeCora
Let's talk about that for a second, because, I've had a partnership with someone that I knew very well. I currently work with my wife. I obviously know her very well. How did you test drive that relationship before entering into a partnership? I know a lot of people are scared about that, but partnerships are so powerful.

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Johann Nogueira
Partnerships are so powerful and so bad at the same time. So, and I say that with a bit of. Yeah, yeah, we've.

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Bryce DeCora
Had I've had one and not. Well.

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Johann Nogueira
Yeah, I have had many partnerships and they have ended. And so one of my companies, we, we took it a 20,000,000 in 4 years, it was inside, but there was five people involved in this. And so I was only 20% and I was doing 90% of the work. And so there was there's this huge, huge imbalance, blah, blah, blah.

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Johann Nogueira
Anyway, with partnerships, in order for them to work, you both need to be at a very similar stage in life. Stage in life. I'll go through that in a second. But I also have the exact same goal when different people in partnership and they have different goals. That's where things can get messy.

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Bryce DeCora
And different to life.

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Johann Nogueira
Different stage of life. Age, age, life. Right? And so, for example, worlds kids are probably they're about five years older than mine, but we're in a similar age. We had another business partner who was just starting off, just starting off young, you know, to you, you know, didn't have the same goals, didn't have the same to him.

00:07:19:24 - 00:07:37:09
Johann Nogueira
Venture was just a just one of many that he's going to be perfect for. While I we're building something that's a legacy. Right. So there's different types of businesses as well. And I'm going different layers. So we'll get into partnerships. So we're going to stages of life. We're going to what was I to say different types of businesses.

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Johann Nogueira
So you've got a business which you can do as a big cash grab, so you can do a business when something's hot and ready and you can go in there, you can make a lot of money, and then you can take that move into the next business, right? Know, do whatever you got to do. But that's a cash grab business where you're like, hey, there's an opportunity.

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Johann Nogueira
Let me make some money and move to the next one. And you go legacy businesses where you're planning to build them for a long time doesn't matter if you want to exit, but you want to build. You want to build a great community. You want to build something that leaves a lasting impression. So those are the two different types of businesses.

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Johann Nogueira
So when it comes to partnerships, it's one type of exit. They're looking for what stage of life are they in the in it for a quick cash grab. Are they in it for a legacy type business. So there's all these different types of decision making matrix and then comes down to values as well. So values is huge.

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Johann Nogueira
I had no idea when I was young I had no idea about values and what that actually meant. Yeah, that's the first thing you know. You can spend ten minutes of someone. I actually, I know I'm skipping a lot, but I hope you can keep up. With that, I can do the brainwaves. Yeah. So Plato actually said to find out the true nature of a person, you play a game with them for an hour.

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Johann Nogueira
And so I play board games a lot. And through that, you can find out so much about a person in one hour than spending, you know, days, weeks or months with them. And so that's one of my criteria is you gotta come play a board game with me if you're going to do did.

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Bryce DeCora
You guys do that? Then?

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Johann Nogueira
Yeah. We, we play the same game. So this is, you know, this is a again comes down to values, comes up to upbringing and things like that. So by having the right mindset. So one of the games that I play with all of my employees is a game called Cash Flip. Why? Because when they come into the business, Cash Flow is written by Robert Kiyosaki.

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Johann Nogueira
It's about the four different quadrants. But anyway, it's a great game. Great game. So cash flow what? Why do I play that with the new employees is because it teaches them what's the difference between investments and, doodads. Right. Because when, when people come into the company and they're getting paid handsomely, what do they do? The first thing they do, they go buy new cars and, you know, new outfits and lavish and splash the money around and all that kind of stuff.

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Johann Nogueira
And I'm like, dude, that's not actually going to get you anything. Invest, invest, invest. And this is how and then use the investments to acquire more. So,

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Bryce DeCora
Just delay that gratification a little bit. Either way, you can get the stuff. Just make sure the stuff is paying for your stuff.

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Johann Nogueira
Exactly. And so he said he goes, I wanted a new Ferrari. So I went and built a business that then afforded the payments of the Ferrari there for the Ferrari's free. And so with that sort of mindset. So that comes down to values mindsets. When you have those same way of thinking, then the partnership and I've come back all the way back, the partnership can become so much stronger because you you both know each other's thought patterns.

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Bryce DeCora
Obviously you've made it a lot further with your partnership. I know I have to with my wife, we're very different. She's the operator I right now. I'm the artist and the sales person. But as time goes on, I can add more team to become the artist. I'm becoming more of the the sales person. I feel like. Yep, that's a you need someone strong in that position.

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Bryce DeCora
Yeah. It's hard.

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Johann Nogueira
It is when you. Because you're the CEO, right, chief everything officer. You're wearing every hat right? You got to do it. And you know, some in my earlier companies I was I was the CEO and I was the janitor as well. I was cleaning up the mess. I was cleaning up all the issues that were happening, support all that kind of stuff.

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Johann Nogueira
As the company grows and the team grows and, you know, to put the right people in place to give you that headspace, your wife and you are an incredible pair. Like, I love the energy that you have, and I love the yin yang because it reminds me a lot about me and my wife. Right. So my, my wife, like on this every day, she's like, what great ideas do you have today?

00:11:41:03 - 00:11:56:12
Johann Nogueira
And so every quarter, well, it used to be every quarter. Now it's every month. She's like, all right, let's sit down and we get this big giant piece of paper. And she's like, all right, give me everything in your head. And then she'll write it all down, and then she'll put it into a timeline and then she'll market is time energy resources.

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Johann Nogueira
Yo, you want to do this project? Great. Is this the right time to do it? How much energy is it going to take from you? I'm like, baby, it's only going to take like a half an hour a day. She's like, all right. So that's actually going to take four hours a day because, you know, because you know, knows like it's a I get obsessive.

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Johann Nogueira
Right. Anyway. So time energy resources and then she'll plan it out and she'll be okay. Cool. This is everything that you've got going on right now. And you work when we first actually started dating and this is like a couple of months and she's like, man, you seem like you've got a lot at this point in time. I had eight companies, right?

00:12:29:16 - 00:12:46:04
Johann Nogueira
And I was like, hey, I'm cool. I've got eight companies. And she's like, dude, you've got this, this, this, this. How are you managing all that in your head? I was like, I had never, ever written it down. I was just running it a million miles an hour doing all this stuff. And then once she got it out of my head and wrote it down on paper, and then I looked at it and I'm like that, like big.

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Johann Nogueira
We call it butcher's paper here, a big, giant, big, big piece of paper. And she wrote it down. I'm like, man, that's a lot of stuff. I had no idea that was in my head. Anyway, so then she put it into a timeline and she said, okay, now if you focus on this, this is the end outcome. This is what you're going to achieve.

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Johann Nogueira
And so we went, oh, so now our decision making matrix is easy. It's okay. When when is a good time to do this. When is the energy going to be available and when is the resources going to be available financially and people. Because in order to build anything, you need people, the right people. So that's sort of that's what happened.

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Johann Nogueira
So she's the I'm the crazy visionary and she's the detail orientated person who get stuff done. It's good to have both. Yeah, exactly.

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Bryce DeCora
I heard someone say that being a CEO is like staring into the abyss and chewing glass. Have you heard that?

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Johann Nogueira
Yeah, I kind of.

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Bryce DeCora
The abyss is the unknown. So you have no idea what's coming and when. And the chewing glass part is you are dealing with the hardest problems to solve and the worst problems to solve. There are some problems that are hard, and they're fun and they're rewarding. You don't get those. There are some problems that are easy. You don't get those either.

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Bryce DeCora
You get literally the the shit of the shit. And on top of all that, you have this huge timeline, this huge vision of things that you're trying to accomplish while you're getting tossed, the shit of the shit problems they have solved. Now. And it's it's it's exhausting.

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Johann Nogueira
It it's it's. So I had to reframe this with my son the other day, and he's like.

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Johann Nogueira
Johann Nogueira

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Johann Nogueira
Have to do this? And this is the Tony Robbins thing. And I'm like, it's not that you have to. You get to you get the privilege of going and cutting these trees and, you know, doing, doing some housework and stuff like that, like other people don't have that, you know, you get to do this. And so problems and being a business owner, anyone who's a business owner, you have signed up to a life of, you gave up a 9 to 5 to do a 24, seven, three, six, five because you cannot it's always at the top of your brain.

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Johann Nogueira
It is. You cannot stop thinking about it. You will get obsessed about it. You will. Success.

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Bryce DeCora
It's more than it's more than passion. People say they have a passion for it. You're not going to make. It has to be an obsession.

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Johann Nogueira
Exactly. Because passion, passion dies. Passion, you know, wanes and flows. And it's the cycle of life. Obsession is when you're like, I have to get there. And here's the thing about the ones that that, that, you know, make it. Is that. So? One of my friends, he said to me goes, hey, man, are you happy with I got hell no.

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Johann Nogueira
I am so disappointed. He's like, what do you mean? He's like, but dude, I'm like, not I am. You know, I'm so disappointed in myself because where I believe I should be is so much further than where I thought I would be. And even though every when I'm, whenever I achieve a goal, I've already already set a goal that's further ahead.

00:15:37:29 - 00:15:55:10
Johann Nogueira
And that's just the entrepreneur's curse, right? Because once you get to something, you're like, no, I did that, and I did that quicker than I thought I could. Let's go next one, next one. And I was talking to somebody else in business, it's just a game. Everything. It's just a game, right. And the numbers in your bank account is just the value that you add to the marketplace.

00:15:55:13 - 00:16:15:01
Johann Nogueira
And then from there, it's what's my highest score because you don't actually competing against other people. You're competing against yourself. So what is the high score that I can get? And I know I grew up in the I'm an 81 baby, so I grew up playing video games and stuff in the 90s. You know, when I was 15 to 28 that my life was dedicated to games.

00:16:15:01 - 00:16:31:06
Johann Nogueira
After that, I stopped playing video games because I got obsessed with the stuff. But it's all about the high score. How high can I go? And the only test I'm competing against is myself. And that's how business owners are, right? It's like, I can do more, I can do more, I can do more. And then how old are you now, Bryce?

00:16:31:08 - 00:16:33:06
Bryce DeCora
33.

00:16:33:09 - 00:16:54:03
Johann Nogueira
33. That is the. That is the magic number. Amazing. What I wouldn't do to be 33 with access to this technology, this amount of wisdom, this network that you have, like did I, I know what you're going to achieve in the next ten years just with that amazing brain of yours. I'm so excited to be part of you.

00:16:54:05 - 00:17:16:19
Johann Nogueira
And I'm honored to to to have you in my life. So I'm so excited. 33 did at 40 happens to every male, every male that I know. I can't talk to females, I don't know, but I can speak males. Every male that I know. As soon as you hit 40 your brain just goes wts like I got 20 years, what am I going to do?

00:17:16:24 - 00:17:38:29
Johann Nogueira
And so one of my mentors told me when I was young, he said, in your 20s, 20 to 30, you learn the foundations. It's not about making money, it's about learning. Learning the game, learning the systems. 30 to 40 is where you get set up established. You've built systems, you've built, you've built some sort of foundation, family, wife, kids, all of those things.

00:17:39:01 - 00:17:59:29
Johann Nogueira
And then from 40 to 50 is where you accelerate at a hockey stick pace because you realize how limited time you have, but you've got a good foundation and you have great knowledge and experience. So 40 to 50 is where you just go like this. And you, you don't have enough time to learn anymore. I remember in my 20s I used to I spend a lot of time learning.

00:18:00:05 - 00:18:23:26
Johann Nogueira
Yeah, upgrading. And then when you get into this stage, like there's I'm in meetings, I start my day at five, six in the morning and I'm going until late. And it's just it's so much fun. So it's, it's where in the game. But when you're in the game you don't have time to learn, right. So do all that learning at that foundation stage because that's the thing that that's so important.

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Bryce DeCora
Just getting a good relationship with learning to just like learning for the sake of learning.

00:18:29:21 - 00:18:54:22
Johann Nogueira
Yeah, yeah. Every day. And did the advent of AI what a time to be like this is legacy making stuff. My kids kids will benefit from every action that I take today. That's that's my mindset going into every day is this is generational wealth that I get to create by being part of this AI movement. It's like being back in the industrial age, when the machines just came and no one knew what they were and how to use them.

00:18:54:22 - 00:19:10:23
Johann Nogueira
And here we are with AI and technology and having access to tools like yours. My God, dude, since you came into our life, I've got to say, like, you know, you already know what a great fan, Walt. It's what is the ticket? And he is in love with your technology.

00:19:10:23 - 00:19:36:11
Bryce DeCora
I'm so honored. It's when people like Walt, when they come in and they love it, that is. That's huge, because those are the kind of people that they deeply understand how it works. You know, they could build most things themselves and to choose not to build it yourself because they feel like someone has done it justice. That is such a compliment.

00:19:36:13 - 00:19:48:02
Johann Nogueira
I remember we had you on a webinar to, people for you to present clothes, but to our people. And what was doing 90% of the talk, I'm like, well, let him.

00:19:48:02 - 00:19:52:16
Johann Nogueira
Talk. What do you do? He's like, but but I just got to share it, like, I built this.

00:19:52:17 - 00:20:04:17
Johann Nogueira
Then I built that in and this was so easy. And it you remember how crazy it was? I'm like, okay. I'm like, hey, Bryce, I hope Walt didn't steal your thunder. You're like, he's all good. Just keep going.

00:20:04:19 - 00:20:14:24
Bryce DeCora
I love it. So, okay. How long have you been a part of the story of White Label Suite? When was that? When did you guys meet and play board games?

00:20:14:26 - 00:20:17:11
Johann Nogueira
We started it four years ago. April, four years ago.

00:20:17:18 - 00:20:19:27
Bryce DeCora
Okay. How old are you now?

00:20:19:29 - 00:20:21:18
Johann Nogueira
43. Ten years older.

00:20:21:20 - 00:20:35:28
Bryce DeCora
You're 39. And to the foundation period you were coming off. Had a myriad of businesses where you built who Johan is. That was established. You had failed partnerships.

00:20:36:00 - 00:20:36:16
Johann Nogueira
Yep.

00:20:36:18 - 00:20:52:28
Bryce DeCora
You learned how to identify a good partner. How do I identify a good product and vision and values you found that. So you hit 40 to hit hockey stick growth with a strong foundation a strong partner. And now you're here.

00:20:53:01 - 00:20:57:20
Johann Nogueira
That's right. And it's it is the most exciting time in my life.

00:20:57:22 - 00:21:06:15
Bryce DeCora
Yeah I see you're changing so many lives. You guys have so many users and like, fanatics.

00:21:06:18 - 00:21:34:17
Johann Nogueira
And every day I cannot like I, I said, well, I know this is stem cell technology and stem cell because we offer a tool. It's like giving someone a hammer. But the the results that these guys get from from having it, I'm just blown away like I they come the like our inbox. We've got, we've got a guy who started like three weeks ago and he's up to 30,000 hammer with that tool.

00:21:34:19 - 00:21:56:01
Johann Nogueira
And I'm like, this guy's amazing. Let's get him on. Let's interview him. What's he doing? How's he doing it? And then he's like, he's introducing us to other people at his caliber. And it's it feels through everyone's success. And you know this I know you know this because I've seen it in your group. I've seen all of your tribe rally behind you.

00:21:56:03 - 00:22:16:10
Johann Nogueira
When the people started getting those successes, then everybody else, yeah, they can look at it. And then when they can replicate it, you from that tribe, and that tribe becomes like 300. You've seen the movie 300, right? Oh, yeah. No one. I don't think there's anyone right now who could say anything bad about close, but because they can get smashed by Leonidas and his 300.

00:22:16:10 - 00:22:16:14
Johann Nogueira
Right.

00:22:16:15 - 00:22:41:11
Bryce DeCora
It's so it's so nice to have that. Even with that, it is been it's stressful is, is you're never going to be able to please everyone. Yeah. I have an army. You have an army of people that if someone says something bad, that's not true. Like the army stands up. Yeah, but I'm still. I'm still, like, internally pissed off that that happened.

00:22:41:11 - 00:22:58:09
Bryce DeCora
And I get emotional about it, and I have to calm down, check myself if I know, if I respond in a way that shows that I have emotion that's going to cause this whole rift, and it's like so much pressure. But can you imagine not having an army and not having a strong product and having to deal with that?

00:22:58:12 - 00:23:22:06
Johann Nogueira
I did I I've seen people do that. I've seen people, I've seen people go to market too early and when they ship to. So here's actually a great little we, we went to we went to market and we told everybody, guys, this is beta. If you're getting on just now, there is going to be tons of problems. So for years ago we we were in the DHL group.

00:23:22:10 - 00:23:43:05
Johann Nogueira
We plugging in the leads tool into gel because we were called Comet Suite back then. And we were just doing it. And so we were just selling this thing and we hit 50 CMR in three months, a small amount of time. And then somebody said, how did you guys do that? I said, well, we got this leads to and that's how we generate a leads.

00:23:43:08 - 00:24:05:06
Johann Nogueira
And then people like, can I have that? And then I remember going, hang on a second. No you can't. It's it's our tool. It's it's our proprietary. We bought that thing, you know, it's it's. Yeah. And and then after a run. But a couple of rooms said, why don't we wait? White label and let's see, let's put the ego aside because why are we in business comes back to value, right?

00:24:05:06 - 00:24:11:29
Johann Nogueira
Why are we in business? We're in business to help business owners thrive. Yes. Okay. This is a keeping.

00:24:12:01 - 00:24:14:26
Bryce DeCora
How do we add value to the most people?

00:24:14:29 - 00:24:45:15
Johann Nogueira
Yeah. This is where I want my gel at. Like the, the DNA level because of this core belief I believe governments are there to manage, but they do a really bad job. But business owners create the economy, create communities. So by us empowering a business owner, that business owner will grow his business or her business. And then they can hire more people when they hire more people and you've got a thriving company, you can pay people more than more than what they get in the market, right?

00:24:45:15 - 00:25:04:25
Johann Nogueira
Just as a bonus, because you can when those people go home and they're stress free now, no one's ever going to be stress free. But financially they're they're not stressed. Then their kids grow up in a different household. Those kids grew up in an innovative household because they have time. They don't have those stresses. The parents can spend more time with them.

00:25:04:27 - 00:25:22:24
Johann Nogueira
Parents spend more time with kids. They become innovative. It's a there's studies been done on that. The innovative kids end up becoming leaders. Leaders change the world and become more business owners. Like that's our that's our core belief. And so why are we in business? We're in business because to help other business owners grow and thrive, because business is hard.

00:25:22:26 - 00:25:41:17
Johann Nogueira
Anyone who tells you that it's not is like, right? It is freaking hard is it is a battle. Every day, every day you wake up. And if it's not your clients or if it's not, you know, suppliers or whatever it is, it's the taxman coming after you. Someone's coming up all the time. Right? So there's always you're always fighting a battle.

00:25:41:18 - 00:25:44:06
Bryce DeCora
It doesn't change. It's always going to be that way.

00:25:44:09 - 00:25:47:17
Johann Nogueira
And the problem is capturing bigger.

00:25:47:20 - 00:26:00:06
Bryce DeCora
You just get used to dealing with eventually those problems that you stressed about, you know you're still dealing with them, but they're they don't stress you out anymore because you're dealing with something like so much bigger now.

00:26:00:12 - 00:26:20:06
Johann Nogueira
So my mindset. So when I started, I feel old now because I started my business 20 years ago. And when I started, I used to get, you know, I used to take on things personally and I used to lose sleep over it and all this kind of stuff. And then now I have my decision making matrix is, hey, am I going to care about this in five years?

00:26:20:08 - 00:26:36:16
Johann Nogueira
And if it's a no, then I'm not going to put any stress energy towards it. If it's something that's going to impact me, my family and the company in five years. Yes, I need to get this thing solved now. That's the only thing that will cause me to go into that. I need to fix this now. Everything else next week.

00:26:36:16 - 00:26:41:00
Johann Nogueira
Wake up. It's forgotten about what I'm saying. So that's how.

00:26:41:03 - 00:26:43:19
Bryce DeCora
These.

00:26:43:22 - 00:26:59:29
Bryce DeCora
Okay, we know what it's like to deal with a growing business. We know what it's like to be successful. Not to toot my horn or your horn, but we're successful. You mentioned a couple clients you have that are super successful. What separates the people that find success and the people who don't?

00:27:00:01 - 00:27:21:00
Johann Nogueira
Yeah, I have been blessed with being surrounded by rich people and poor people. And I'm not talking about money. I'm talking about mindset. It is all I had. No idea and I wish I knew this earlier. It is 90% mindset. I didn't know I thought it was all finance, but if you have this thing fixed up, you know your finances get fixed up very quickly.

00:27:21:02 - 00:27:34:04
Johann Nogueira
So rich people and poor people. I'll give you a quick little example. One of my one of my friends, he said, this is this is literally like 20 years ago when I was starting my business. Like, man, I started my business out of that. And then we're talking and I'm like, what do you know? What are you working on?

00:27:34:05 - 00:27:49:11
Johann Nogueira
He's like, I, I can't tell you. Like, okay, he's like, you've got a tech company. I can't tell you. You'll steal my idea. I'm like, wow, okay, cool. I got all right, cool. Whatever. No problem. Anyway, catch up with them a year later, I'm like, man, you know, my company's grown. What have you been up to? And it's just a catch up.

00:27:49:14 - 00:28:04:23
Johann Nogueira
I didn't start off with. My company's grown. It's just doing conversation. And then I'm like, what's your idea going? How can I help you? You know, I have more resources. I have team, we can make things happen. This is what we're doing. Because then, you know, we we had we had a baby and it's next year, and next year it goes by.

00:28:04:23 - 00:28:20:22
Johann Nogueira
Next year goes by three, four years goes by and finally catch up with them again. I'm like, dude has the idea. He's like, you won't believe it. Those bastards stole my idea. I'm like, who stole your idea? Let's go get the lawyers. Let's go. He's like, it was Uber. Uber was my idea five years ago. I'm like, come on, man.

00:28:20:24 - 00:28:37:23
Johann Nogueira
I'm like, all right, what a anyway. But so that's that's an example of a poor person's mindset, right. They don't they don't share the rich people that I meet. This is what they do Johan. This is what I'm working on. This this is this is what I'm going to achieve. Here's my five year ago. This is the projects that I have.

00:28:37:25 - 00:28:55:29
Johann Nogueira
Who can you introduce me to? And immediately this morning I had a meeting with the person and we were sharing. And then she's like, oh, I'm going to introduce Ricardo. Inventions. I'm going to introduce you, Daymond John. I'm like, well, like sharing. And then she did the same. You know, I said, okay, who can I help you with?

00:28:55:29 - 00:29:11:12
Johann Nogueira
And she's like, and I introduced to the five people she introduced me to ten people. By the time the hour was done. It was crazy. And that's how you get to level up quickly because there's so many amazing people on the planet. We don't have time to meet them all. And if people have already filtered them and said, go meet this person, right.

00:29:11:14 - 00:29:21:12
Johann Nogueira
So that's how the rich get richer because they create those connections. They tell everybody about their plans. They don't have a scarcity mindset and they get shit done.

00:29:21:14 - 00:29:30:15
Bryce DeCora
Yeah. The people with a scarcity mindset, they focus on the things that they can wrap their head around that are typically not the things that drive the needle forward.

00:29:30:18 - 00:29:31:26
Johann Nogueira
Yeah.

00:29:31:28 - 00:29:53:00
Bryce DeCora
You guys, it's very obvious. You put off really positive energy. Strong. You're not building the product. You're building the team. And the team builds the product. I know you guys have a super strong team of people around you, very smart people. If you set your bubble big enough and you set the vision big enough, the team will come and they'll build the product.

00:29:53:03 - 00:30:03:21
Johann Nogueira
Yeah, it's it's amazing. And team, this is something I wish I learned again. And I feel like this is a I'm feeling old talking to you being 33. Right.

00:30:03:28 - 00:30:06:19
Johann Nogueira
But if I only knew the.

00:30:06:21 - 00:30:27:28
Johann Nogueira
Team I had, I used to actually, I went to a business, a business event, and my friend was running it, and he had everybody had ten tables, ten people in each table. And he said, guys vote a leader. So on your table, you just picked a random leader. No one knows who. Anybody's just randomly picked a leader and said, all right, leaders come up and he gets a little leaders to come up and gets the latest to go back to the table.

00:30:27:28 - 00:30:46:26
Johann Nogueira
And the leader goes, okay, cool, guys. We have these three Lego sets and they have to be built actually don't worry. And because they figured out talking and communicating would take longer than, than doing it themselves. So they built it. So there's one person who's the leader building this thing while there's nine other people watching them. Right. So that was the first test.

00:30:46:28 - 00:31:01:00
Johann Nogueira
Then he goes, all right, leaders come back up. And now he ties their hands and he goes and bring in, bring in a second person. So now that there's two people who have the vision, I know that they and laid his hands are tied. So he has to be able to communicate. All right. You take care of this, this, this.

00:31:01:00 - 00:31:24:05
Johann Nogueira
The other person is communicating. And now there's like five people building it. And then the last exercise he did was, all right, leaders come here and he brings a latest together. Leaders bring their team to three people. And then they come and the leader goes, okay, cool. Everybody know what to do. Yes. All the leaders go outside and all the leaders are networking outside for half an hour while the three people with the other people build the vision and I'm.

00:31:24:05 - 00:31:27:18
Johann Nogueira
And oh my God, dude, that is it. That's what I need to do.

00:31:27:21 - 00:31:28:06
Bryce DeCora
So I need.

00:31:28:06 - 00:31:34:25
Johann Nogueira
To empower the team to get the team going so that you can be out there doing what you need to do to grow the company.

00:31:34:27 - 00:31:56:02
Bryce DeCora
And and that's a full time job. When I started, my process for raising funds, we closed not long ago in our first fundraising round. Person, those mentoring me was like, this is your job now. And I'm like, what do you mean? And he's like, this never stops. You're not going to have time to build product. You're not going to have time for any of that stuff you were doing before.

00:31:56:04 - 00:32:12:03
Bryce DeCora
So realize that this is you now and you've seen that. Obviously, you say that. What is the artist? He's the builder. But is he actually building now? Does he still actually build?

00:32:12:06 - 00:32:22:25
Johann Nogueira
Not as much as he wants to. He don't want to do it. So here's the thing. Well loves building. He hates the camera. He hates being in front of people.

00:32:22:27 - 00:32:24:29
Johann Nogueira
Really are so good at it.

00:32:24:29 - 00:32:44:16
Johann Nogueira
Exactly right. But when he's on camera, when he's presenting, he loves it. And he gives so much energy and he's so excited. Right. But if, And I didn't believe him until last year and he's like, I really just want to be sitting behind the computer in this building, because if you can get I go, what? What can I help you achieve in the next couple of years?

00:32:44:16 - 00:32:48:23
Johann Nogueira
It just makes your life. He goes, I just want to just want to be behind the computer. I just want to build. I'm like.

00:32:48:26 - 00:32:54:05
Bryce DeCora
But you're so good at the webinars and being on stage and what do you mean?

00:32:54:08 - 00:33:13:25
Johann Nogueira
Yeah. So because when, whenever he presents, I feel like I can run through a wall, right. He gives that amount of energy. Yeah. He's amazing. But when I actually figured out I actually listened about that because he's he's like, I've been telling you for three years, I don't like I'm not. I'm the quiet introvert who just wants to build a like you.

00:33:13:27 - 00:33:30:15
Johann Nogueira
No, wait. Look at you. You forget. Amazing. Yep. So anyway, so there you go. So he actually he loves to do that. He doesn't get to do that enough because we are on. We're on. We're in a different stage. We're just when promotion stage the product is built, it's there. And so now we're promoting it all day long.

00:33:30:18 - 00:33:42:11
Johann Nogueira
Whereas if he had his way like this week and he just he sat and he built or we can just because he could he's like, this is my only time. I just need to recharge. That's how he reach it. He's like, I'm just building it. And then he came back in Monday. He's fully pumped up and like, what happened?

00:33:42:11 - 00:33:46:26
Johann Nogueira
He's like build this, build this. I mean, great, I can't wait to tell him. Don't tell anybody. I'm like, but you.

00:33:46:29 - 00:33:50:12
Johann Nogueira
But. Yeah.

00:33:50:14 - 00:33:58:12
Bryce DeCora
So for anyone listening who's not familiar with it, they will sweet give him a rundown. What what does that do.

00:33:58:15 - 00:34:19:08
Johann Nogueira
For a show. So we actually trying to get this thing called one degree because it removes six degrees of separation. It creates one degree of relationship. Business is relationships. And so what it does is you tell me who you want to find. Who is your ideal client. If I could fill a room with 100 people, who would they be?

00:34:19:10 - 00:34:45:29
Johann Nogueira
Here's you. They're done. 10s. The software will find them, start communicating with them, adding value to them so that they come back. And each one is personalized. It's not like sending an order respond away. Everything is, you know, blanket bam, I'm having an event and, come, here's the data. It's just that's boring people, people's brains. Now tune out of that when you get an email saying, hey, Bryce, I know the amazing work you're doing up close, but I think that there's JV here that we can really work on.

00:34:45:29 - 00:34:51:18
Johann Nogueira
Here's a two minute video of who we are and how we can work with you. I'd love for you to check it out. You're going to click on that. You're going to check it out for.

00:34:51:23 - 00:35:08:05
Bryce DeCora
100% of the time, 100%. I get I get a message every day in my LinkedIn. They don't message, they don't mention close. But I get emails, don't mention close, but they just say, hey, I love what you're doing with your products. How would you like if our sales team could help you grow? And I'm like, you don't know what my product is.

00:35:08:05 - 00:35:13:24
Bryce DeCora
You don't know what I do. You found me on some random list, and you sent this message to a thousand people. And that's different.

00:35:13:26 - 00:35:36:03
Johann Nogueira
That's different. As is hyper personalized because it already knows everything about them and the hyper personalization. Dude, this can only be possible because of your product, right? This year we're talking about changing lives here since October, since we since we did the webinar together and stuff, and our tribe has really embraced your product. People have come to us and said, have my webinars.

00:35:36:03 - 00:36:10:27
Johann Nogueira
So they're webinars, right? I'm I'm speaking on their behalf, my webinars. And now instead of converting at 10%, I converting at 45%. The difference is after the webinar, every person is getting a hyper personalized message. For example, hey James, you attended the webinar. I know you run a digital agency that focuses on the veterinary niche. Did you know that you can use the knowledge we gave you in the webinar to do this with your veterinary clients has another thing, another conversation?

00:36:10:27 - 00:36:38:17
Johann Nogueira
Maxine. Hey Maxine, I know you're running a hairdressing salon. In the webinar you learned about blah blah blah, and this is how you can use that knowledge to help you. Whatever the salon, etc.. And so each one is tailored and it's creating strategies. I didn't know this. It's literally creating out strategies for them that they can they cannot say no to this because it's literally a business coaching on the palm of the hand in the thing, telling them about how their business can grow close.

00:36:38:17 - 00:36:39:06
Johann Nogueira
But does that.

00:36:39:09 - 00:36:42:23
Bryce DeCora
Right? I need to do that. I need to do that.

00:36:42:26 - 00:36:43:13
Johann Nogueira
Yes.

00:36:43:15 - 00:37:05:06
Bryce DeCora
People honor them. We have like, it's up to 100 people a week that are on our demo course. That's probably that's probably much like 60 people a week on our demo calls. They give a message and what they want to achieve on the demo call. We need to have close but engage with them after the call, make sure they got that answer and ultimately try to get them on a plan.

00:37:05:06 - 00:37:07:09
Bryce DeCora
We don't do that. Yep.

00:37:07:11 - 00:37:10:28
Johann Nogueira
Exactly. And it's your software, the plumber.

00:37:11:05 - 00:37:14:17
Bryce DeCora
We have an inside scoop into the platform.

00:37:14:20 - 00:37:15:00
Bryce DeCora
We have a.

00:37:15:00 - 00:37:18:06
Bryce DeCora
Guy that knows how to do it.

00:37:18:09 - 00:37:18:22
Bryce DeCora
Very deep.

00:37:18:24 - 00:37:42:27
Johann Nogueira
It's, not me, bro. It's it's the people. I told you, stem cell technology. You give them the tools and they create these things, and I'm like, wow. And then event like, we had one person who runs events, right? And they'll lead generation strategies. They'll run an event and it takes them like two months to put an event up like a physical event, not a virtual event, physical event where they will get 200 people into the event.

00:37:42:29 - 00:37:58:06
Johann Nogueira
They will find the speakers, the best speakers, and then they have to curate them and all that kind of stuff. They get the speakers there and they get the the people there. Then they got to get sponsorships, they got to sell tickets, they get to build a membership, they got to do all this stuff. And I go, how much money do you make from this?

00:37:58:13 - 00:38:20:14
Johann Nogueira
And they're like, you know, after the event, maybe then we get like five, ten, 15 clients. My gosh. Okay, cool. And so you how much are you making from that? And then like I have that 15 20,000 I'm like, wow. You do two months of effort to make 15, $20,000 at after effect. So this is this is actually from like three years ago.

00:38:20:21 - 00:38:40:12
Johann Nogueira
So this is what happened. So they went into our software. They typed in, you know, speakers and tech speakers etc., whatever, marketing speakers. And they found all the speakers. And then they send a message using a system which was hyper personalized, saying, hey, we know who you are. We think you're going to be amazing. We have got me organizing this event.

00:38:40:12 - 00:38:56:19
Johann Nogueira
We'd love to have you as a speaker. Here's what the details are. Let me know if you're interested. Now, this is just reaching out to the top level speakers and the price to be a speaker at this event is $2,000. We're going to give you a sizzle reel. We're going to give you all the stuff. We're going to give you a collateral photoshoot, all this stuff.

00:38:56:21 - 00:39:09:09
Johann Nogueira
So there's value for money there. They had their ten speaking slots filled up like they had. They obviously had a curation where they go, hey, yeah, checking, making sure that they're okay. And then they, they sell the speaking spots immediately on the.

00:39:09:10 - 00:39:10:11
Bryce DeCora
Front end.

00:39:10:14 - 00:39:28:03
Johann Nogueira
Running 20 grand on the front end just on the speakers, then goes out to the got 20 speakers to add the ten speakers to do a sizzle reel. 30s. And then they cut it. I've made it a sizzle reel 32nd video in total saying, these are the speakers, this is what you're gonna learn, and then send that video to the ideal audience.

00:39:28:06 - 00:39:46:07
Johann Nogueira
Business owners who are in that area saying, this is what you're going to learn, come on down. It's $500, but these are the people. This is what you're going to get. Here's a bonus stack all that. Now they sold out 200 seats at $500. Right. So what's that workout to do the math on that. Now the next step is they go to the sponsors.

00:39:46:07 - 00:40:16:20
Johann Nogueira
We've got these CEOs and they only targeted six these CEOs, 200 CEOs coming to our event. Do you want to sponsor a sponsorship. Is 1015 $20,000. And they sold out of all their sponsorships spots. So from an event that usually makes them 2020 grand at max two months after the their energy and effort, they now made 90. It was 95 or $90,000 on the front end before the event took place.

00:40:16:23 - 00:40:20:00
Johann Nogueira
Huge. Pretty.

00:40:20:03 - 00:40:41:27
Bryce DeCora
That's the kind of stuff you need to think about in this business, and you need to make sure you have the time to think about and implement that stuff and not worry about the little stuff. It doesn't matter. Like this software you didn't use and you buy a subscription, and now you're spending 100% of your time communicating with that company, trying to get a refund when really it was your fault.

00:40:41:28 - 00:40:43:24
Bryce DeCora
You should have canceled the subscription.

00:40:43:26 - 00:40:45:02
Johann Nogueira
But dude.

00:40:45:04 - 00:41:02:15
Johann Nogueira
Like we have people, so we have churn. Every company has churn rate and we asked them on their exit like, why did you not use it? Why did you not? Why did you not? Why are you canceling? Never use it. It's like, but dude, I've seen you Facebook put you all like you can take a horse to water.

00:41:02:18 - 00:41:17:27
Johann Nogueira
And you, they're like telling them just. Just go one inch and just drink the water. Just do. To set up our system takes a little literally like an hour or two hours, right? Just two hours of work and you will have a flood of leads coming through your business. What are you doing? You've got the best tool in the world.

00:41:17:27 - 00:41:39:29
Johann Nogueira
This is a multi-million dollar tool which you've got access to as a subscription. And you haven't used it. Are you serious? But it comes down to take a horse to water. Now that's different to the the ones who are like, they see it and they're like, let's go, give me this. And we didn't days to here's here's a big thing about ICP, a lesson that we have learned recently.

00:41:40:01 - 00:41:59:02
Johann Nogueira
For years, we've put our energy and effort into people like to make sure that they're successful. That's our core value, right? Let's drag you up. And that's that's what we have. Whatever you need, we've got the team, the teams backing you. Come on, let's go. Mr.. And then pick a name. Mr.. John. Mr.. John, let's go. We know we can help you.

00:41:59:02 - 00:42:24:22
Johann Nogueira
Let's go. Come on. The whole team is pulling them up and they're like, you know, but now when we find the amazing people who we know within, within 1 or 2 days, they're profitable. And we went, oh my God, they're profitable. They don't blow up support. They get the results, they don't churn. So when we figured out, ICP, we just went, oh, let's focus on that.

00:42:24:22 - 00:42:27:12
Johann Nogueira
Because through them we can impact so many more people.

00:42:27:14 - 00:42:54:03
Bryce DeCora
It's such a magical time when you when you hit that it is so much work to drag the people up. And it's it's work on the front end. It's work during the process and it's work on the back end, because you have to drag them through and convince them to buy. You're there the whole time when they are struggling and they're mad at you and they're mad at your support, and then on the back end, when they're unhappy because it didn't work, it drains on you, too.

00:42:54:05 - 00:43:07:04
Bryce DeCora
Just so draining. But then you have people that they see it, they have energy. They use all the resources that you put out there for them. They find success, and then they praise you from the rooftops and ten more of those people by.

00:43:07:06 - 00:43:27:18
Johann Nogueira
Yeah, yeah. And they bring more people like them into your ecosystem. That's the that's the beauty of it. And the people who complain and blame, like there's always people who blame the tools. Right. Until didn't work. How did you tell us why it didn't work. I don't know it didn't work. Okay. Can you show us how. Didn't work.

00:43:27:18 - 00:44:06:04
Johann Nogueira
Like we'd love to fix it. Yeah. So we've, we've had to come to the realization you can't help everybody. And I have had my hat on for a very long time because a lot of people helped me in my journey, and I just want to help other people. And then one of my friends said, dude, I've watched you drag people to the top, put them on a pedestal, and then as soon as you're away for a month or two months, they go back to their old habits and they go back to being who they were, who their mindset made them.

00:44:06:07 - 00:44:28:04
Johann Nogueira
And then you got to redo the work again. Yes. But you're. But at what? Sacrifice? You sacrifice some time with your family, with your kids full time. Right? We we don't actually get time to ourselves being founders. There is no there is not that much time that you can allocate to recharge. We should we do, but not as much as you use, you know what I'm saying?

00:44:28:06 - 00:44:45:11
Johann Nogueira
Because you're always like the person that can help them do this. And my wife sends it to me. She's like, hey, you've been going for six weeks. You haven't had a break. Why don't you just have a break, organize a board game night into it? Right. And let me do that so you can't save everybody is where I'm going.

00:44:45:13 - 00:45:06:17
Bryce DeCora
Yeah, that's an important lesson to learn. Marketing agencies learn that you can't help everyone, and that's okay. You don't have to figure out a way to secure someone's business. There are there's plenty of business out there, plenty of people who need and want your services and will pay for it happily and be happy the whole time. Do not drain your energy.

00:45:06:17 - 00:45:08:04
Bryce DeCora
Focus on those people.

00:45:08:06 - 00:45:24:05
Johann Nogueira
Yeah, making nation if marketing. If there's one bit of advice I could give people in marketing agency land just niche niche, become the specialist, become the most well known authority about that. And you will never, never have a shortage of customers.

00:45:24:08 - 00:45:38:10
Bryce DeCora
If you're not only in the business, but in the type of person too. Like maybe you help gym owners, but you help positive gym owners vibe with your values. Niche down.

00:45:38:12 - 00:45:38:19
Johann Nogueira
Yeah.

00:45:38:21 - 00:46:07:22
Bryce DeCora
Okay. Well thank you so much. This has been awesome. Lovely human being Johan here. White label suite. He has helped so many marketing agencies dial in their outreach. Finding their ideal customer. Make sure you check out our webinars that we've done together on our YouTube and you'll be able to see exactly how their product works, how it works with Clothes bot and, send you on a message if people want to reach out to you, what's the best way?

00:46:09:18 - 00:46:30:03
Johann Nogueira
Johan at white label suite.com. Okay. Johanna. And at what age? Had to e label sweet.com. Perfect. Thank you. Bryce. You're amazing. And seriously, out of all the people I met last year, you and your wife are just. You're shining. I just love the people who you are making is like.

00:46:30:06 - 00:46:45:17
Bryce DeCora
You guys left an impression on us, too. Like, a lot of the decisions we made immediately after that, were because of you guys, your input. So I can't thank you enough.

00:46:45:19 - 00:46:54:10
Johann Nogueira
Makes me. Heard.