Speaker 1: Hey, you know, when we started doing work with Boptimizers,
I knew it was going to be a great business relationship.
I didn't really understand how much I was going to
love chatting with one of the founders and how much
great response we get every time we do this. I
want to talk with Wade Lightheart about big mistakes, common
mistakes he sees men under forty making because Wade and
I've made a few. I also want to talk about
everybody thinks they've got an idea for business, how do
you take it from idea to actually happening? And what
are the sort of the five items for success? And
Wade does about this. Plus you're going to talk with
and he heard me talk with the guy who has
had now in his marriage, his first child, which is
such a blessing. Wade Lightheart joins us on The Todd
Herman Show with the help of our YouTube channel YouTube
dot com slash at the Todd Herman Show and with
the great blessings of God Almighty.
Speaker 2: But Todd Herman Show is one hundred percent disapproved by
big pharma technocrats and tyrren severanware from the High Mountains
of Free America. Here's the Emerald City exime to to
her man.
Speaker 1: Today is a day the Lord has made, and these
are the times to which God has decided we shall live.
And look here, wade Letteheart joins us. Good to see you,
my friend, Welcome.
Speaker 3: Back, and I absolutely when I see your name pop
up on my calendar, I'm plumped and excited because you're
the one guy that can match me in energy and enthusiasm.
So I really like that. So let's get Let's get
into it, fire up and hopefully offer some value to
your listeners.
Speaker 1: That's one of the reasons for that is because I
just came back from my truck with P three am
and mass seams. We'll talk about that later. This is
one of the reasons I did this.
Speaker 3: Energy.
Speaker 1: All your products really have just helped propel my life.
But let me just pause. Forget the products, forget the business.
For the cast. Dude, you and your wife at a baby, yes,
so take us through what that was.
Speaker 3: Like for you. Oh man, Well, first off, I am
the slowest pony in the race. You know, I'm in
my fifties now and had my first child, So that
just tells you something right there. So the good news
about that is I have grandfather wisdom. Yes, and I
still have twenty year old energies, so that combination is
certainly good for having a child. And of course I've
got a rock star partner who is taking on the responsibilities,
suspended some of her education stuff. She's taking a PhD
program in psychophysiology, but she said, you know what, there's
nothing more important than raising the next generation of children.
And she's slowed down her education pursuits in order to
devote her time and energy to full time mothership. And
while I'm here trying to make the circus go around.
So that's an awesome exchange, kind of a traditional value situation.
Even though she has all the options in the world,
she actually prefers raising it. We were just talking about
that last night. I said, so, how is it so far?
Because we were what will be eight weeks this Saturday,
and she goes, I'm absolutely loving being a mom all
over again. She had a couple of kids in another
relationship before me, and she's a rock star, so that
really makes things a lot easier.
Speaker 1: Yeah, what was it like for you? And you're not
an advanced age, but what was it like for you
to hold your child? And can can we say the
name and the sex, et cetera.
Speaker 3: What was it like. Well, you know, first off, it's
so funny because you have a plan, right, So I thought,
I'm going in this. I've got this thing locked down.
So first we're moving to Sedona, Arizona, which is a
spiritual place that I've always wanted to live. We've got
house all set up, we had everything. The house turns
out to be a disaster, doesn't mean the resciritions. We
have to move back to California after the first month.
Our birthing team that we have there, we have all
the doulas and then the masters in nursing. We've got
three of these experts, ladies like the Earth Mamas with
the backgrounds and everything to raise us. We're locking to
the house screws up. That's fail number one. So then
we got to go back again to raise a child.
We're doing a brain training. This is part of our
metamorphosis training that we do where we take people and
you know, improve their IQ's, EQS functional capabilities. It's really
transformative process. We reverse aging in across so we're doing this.
My wife is one of the facilitators in this. She's
literally gonna pop any day. So I'm like, please, let
us get through the training. And we did. We got
through the training literally a week to get a week later.
It's it's the on the on the full moon. She
goes into labor that evening and everything is smooth as silk.
We're just like, you know, she goes into the labor
around hentre eleven o'clock. We talked to shes at five
minutes contractions. They're like, oh, this is going to be
a piece of cake, right we got to bring her
into the clinic right now because she's to pop by
the morning. I'm like, yes, everything's going to plan. We
get in there, you know, and it's it's kind of
the precept. Everything's smooth. The ladies are all excited. Everybody's
hump five in the morning, six in the morning, set
in the morning, contraction's going up. I'm watching my wife
go through this extraordinary level of pain. You know. I
like the UFC, and I like the guys that rise
past the violence and beatings and stuff and come back
and win. We've got nothing on ladies. Man, that what
I was witnessing or going through. I'm like, bow down,
that's no, Like I wouldn't do this right, like, anyways,
it keeps going on. A thunder and lightning storm breaks
out in Sedona in the middle of the desert. This
time never happens. So it's thundering, it's lightning, it's raining,
and the delay keeps happening. Basically what happens is the
child should be coming out. The birthing team they're like,
we don't know what it's going on on. Okay, we
keep going. We keep going. We keep doing things like
bring in a specialized chiropractor. We try and we think
that the kid blind up improperly, we bring it. We
had to back it out of the canal. I'll put
up her. It's like still not coming. This goes on
and my wife and murderous torture, handling it like a champ.
And at the twenty four hour mark, I noticed a
shift in the birthing team's faces and I'm like, they're
out of tricks that the anxiety comes up and go
over to the head. One minute, she goes, there's something
wrong and we might want to think about calling the
emergency Oh yeah, so I'm like, we're calling the emergency team. Yeah, so,
you know, the ambulance comes over, the lights come on,
it's raining, you know, we want her. We get her
into the paramedics truck. They're like, you can't get in here.
I can't ride with her. So I'm like, okay, I'm
loading up all the stuff. I've got the cord blood
stuff because i want to capture that stuff as well
for you know, future things. I got that kid, I
got this. We got to drive the cotton with seventeen
miles away. And as I'm driving into the blackness, you
know what, I'm doing literally ninety miles an hour trying
to follow this this thing, and I'm just I can
put the flashes on. I'm like, good luck. Stop. I mean,
I'm not stopping for anybody forgetting right right. We get
to the emergency, you know, all of a sudden, you know,
I'm right there behind the truck pop out. We go
to emergency and I've always been an organic, natural health guy.
I'm really I believe in the medical system for acute
care only that's it. Yep. And we get into the
emergency room. We had this amazing doctor. He's looking at everything.
She's like, well, she's kind of dilated on one side,
but that besides not happening. The kid's not coming out,
and I literally watched the level of profounationalism of this doctor.
He wasn't trying to do He wasn't like, just let's
do assaring. He wanted to do a natural birth. He's like,
I don't know what's going on here. I haven't seen this.
This this is problematic, right, And what was happening is
her contractions. This was happening at the birth in clinic.
But as their contractions, which were not stoppable at this point,
she'd get another wave and then the vitals of the
child would drop down to almost nothing. The contractors would
stop coming. I said, he's obviously getting choked off here.
He's wrapped up.
Speaker 1: Yeah.
Speaker 3: Now, normally a good doula can kind of navigate that situation.
But for whatever reason, doctor couldn't figure out. They couldn't
figure it. I'm like, okay, we're going to searching now
Here is the preemptive thing that my wife and I
discussed earlier. I said, well, if something goes wrong, we're
going to have a series of questions. What's the order
of sequence? And you know, to her case, she says, well,
if it's between me and the kid, choose the kid. Yeah, heavy,
just you know, so that drive to into the blackness,
I think, is my kid gonna make it? Is she
gonna make it? And then I'm seeing these kind of
parallel universes and the consequences of these decisions on a
ninety mile an hour drive for those So that was
really an interesting We get in there at the doctor
makes me. I'm like, finally, I'm like, let's do this.
Let's do the sea sectionally up to the up to
the you know, emergency birthings clinic. They go. I run
back out to the car and get the corboyd. Then
they got to come in and I got to go
through all the crap, you know what. I'm thinking, Oh
my god, I don't want them doing anything to the
kid or her. I get in there, they put the
sheet down, they're hitting they hit her with the epidermal,
they're giving her painkiller. She's like, you know, tweaking on
the thing. Yes, right, twelve oh six am. They started
the surgery. They had that child out at twelve oh nine. Wow.
So I'm like, well, these guys are ross. Like I'm like,
I'm proud when I put together a legos you know,
you know, I'm playing with my nine year old year
old and I'm like, wow, this is really cool. We
put together our spaceship today in eight hours. They're pulling
out a baby in three minutes and then sewing her
back up. And when they brought the baby out, and
the reason the problem the problem was the cord was
wrapped three times around the waist, once around the leg,
once around the shoulder, and once around the neck. He
was literally hung up. There was like so he was
coming out, but he couldn't come out. When they brought
the child over, she says, go to him. I was
going to catch him originally they bring me. So now
we're in a room, a bunch of people. We don't
know everything that we didn't want right. And then they
brought the baby out and he first he let this
roar out of it. It was not a it was
not a cry. It was not like wa wa w.
This was like and he's just like my ba ba bama.
Whatever his baby talk was, I think it was either
thanking or or chastising the team. I'm not sure what
it was. We'll figure that out in years when he
can talk. And I saw myself for the first time,
and you know, for those who don't know, I had
a nefarious life prior to my spiritual and you know,
unlocking of you know, spiritual transgressions. You know, I've lived
a very raucous, wild, party infested, drug infested all kinds
of life, and then I rechanged everything. But what was
interesting when I saw that kid, It was somewhere a
combination between and an acid trip, an MDM trip, and
a a an Iawaska journey all in one shot. Simultaneously.
There was emotionals and and and I knew, Oh, it's
kind of like that point where you're like, oh, I'm
not stopping this train. This I've just crossed over the
genetic threshold. I've carried on my genes into the future,
which I think is something biologically important. But now I
have the responsibility of raising this person so they can
be a functional adult and all the rest responsibilities and
all the joy that comes with that. And I'll never
forget that moment, you know. I went over to him
and got him, held him over, and then brought him
over to my wife and everything, and it was totally awesome.
Turns out the hospital was great. They had amazing organic
food at the hospital and stay there for a couple
of days for Ross's ring that your staf wasn't staff,
wasn't implementing all the things that I didn't want. They
were just so cool and everything, so it was everything
like it just totally blew up my whole model of everything.
And he came into the world. He was healthy, he's functional,
he's happy, and and because of that that roar that
came out of him. Turns out, my part of my
ancestrages is German, and I had a great or. I
had a grandfather that I never met with my mom's
father died and his name was Leonard. And Leonhard comes
from lionheart in German, which is lionheart or Leonardo in
Italian and Spanish, or leonidas in in Greek. And I
was like, that kid's lionheart. So he's Leonard lightheart is
his name, and love it. He's in the world and
he is I don't know where I don't know where
he got his geens from, but he's he's a big kid,
healthy kid. Yeah and uh and you know, and he's
on and he's on mass signs and pee thro wamay
don't really help suggestions.
Speaker 1: People don't. People got to think you're kidding and you're not.
People who raise their kids in healthy lifestyles. They do
this right, And of course he's on this. I was
actually going to ask what Boptimized's products you started him on,
because I knew you would do this.
Speaker 3: Well, there's a big problem when it comes to So
the first thing is this guy is like a milk monster,
so he just drinks all this milk. So he was
just training mom dry. So we had to get some
extra formula. Now, to get formula that doesn't have seed
oils on this we had ordered this stuff from Europe. Yeah,
he came in it still had some seed oils, and
we noticed he had some some skin breakouts right right
away as soon as he was on that stuff right
and I was like, oh, his little digestive system isn't
able to process these chemicals that are coming in the
unrefined seed oil with seaedles. Even though it's the best formula,
I get it. So I said, you know, let's give
him a little bit of mass simes and pee throwhim
just a little bit in his in his formula. Forty
eight hours later, completely cleaned up, his skin is glowing
in everything. And then we found a way to actually
make our own with Goat's milk and vitamins and minerals.
So we got another formula that we mixed in. And
what was interesting that that one that we got, he
was a little bit bloated in everything the first little bit,
like he could and he would have stomach You could
tell he would have stomach pains. Put him on the
ensigns and pee through him. Just a little quarter in
his bottle, a quarter of a cap in, eatin fixed
everything forty eight hours and you know, everything was great.
So I feel really really grateful that I probably have
the youngest mass sims of the user. No, no, but
actually I just felt really good that I had a solution.
I don't know anything about being a dad, I don't
know anything about being a fall, but I had something
I could offer all my failings.
Speaker 1: So We're gonna talk with Wade further, and I'm gonna get
into some discussions about some of the great successes that
Bob Timshus has had, but also some of the failures
and some of the ways in which they had to
come back from real, real adversity, like moments they thought
the company was over. This is really important, I think
for founders of companies. My friend Zach Abraham, Chief investment Officer,
Bulwark Capital Management. I mean, now we can look at
Zach and say, wow, so successful. Bulwark's done such a
good job of stewarting people's money. They're now a solid,
solid company with solid footing. But he and his wife,
before they founded Bulwark, they watched the market crash for housing.
Even as Zach had screamed at his boss as here's
a young guy in finance saying short the housing market,
and they wouldn't do it. Zach was new in finance,
and in fact he and his wife lost their home.
Now this was a long, long time ago. Clearly they've
rebuilt from this. But can I tell you something that's
one of the sin I was so thrilled to work
with Zach because I believe people who've never been through
cycles like that cannot truly relate to us that is
normal people. This put in Zach's heart a flame for
risk management. So now all these decades later, with this
under his belt and Bulwark as successful as this, it's
still risk management that he wakes up thinking about and
goes to sleep thinking about. He accomplishes this through something
I think, can well, I know it can reduce risk
and volatility. That's actively managing every single portfolio. But it's
this thing that Zach was saying to his bosses, I
see bad waters coming in the housing market. He was
trying to show them what he saw. He's a teacher
at heart, and he will, for free, with no obligation whatsoever,
talk with you. He'll look at your house equity, if
you have some. He'll look at your money that you've saved,
saved these accounts four one, CA's four or three piece,
however you've saved it independent investments, and he'll tell you
if you're set up for a retirement now. If you are,
Zach will be honest. He said this to a friend
of mine's dad. You did it. You're set. You know
exactly how much money you're gonna have every month for
the rest of your life. You do not need me.
Go forward and prosper. That's what it'll tell you. If, however,
your plans are more like wishes, he'll tell you that too.
We'll be honest with you.
Speaker 3: Again.
Speaker 1: It's free, no obligation, So take advantage of this. Call
him at eight six six seven seven nine risk. That's
eight six six seven seven nine risks. Simply ask for
a no obligation consultation, or you can go to the
website that's Know Your Risk Radio dot com. Know Know
Your Risk Radio dot com. Investment advisory services software through
Truck Financial LLC and SEC registered investment advisor. Investments involve
risk and are not guaranteed. Past performance doesn't guarantee future results.
Truck twenty four Dash three seven eight. I got to
share with you something because I know you'll connect to this.
There is a word in the Lakota tongue. It's a
single word. I can't pronounce it. I've tried. It's a
very difficult language to speak, but it means the joy
you feel holding your child for the first time.
Speaker 3: Oh wow. Yeah, there's no words for it. There is
no words for it.
Speaker 1: Here's and that word was invented to communicate that, right,
and it's a sacred word. I wish I could I
could communicate. I would also tell you this. You can
relate to this. Your former World Champ Bodybuilders a natural
I'm in this. I've shared with you this state of
trying to put on this muscle. It's working. By the way,
since I've stopped the seal fit training all the aerobic stuff,
I'm actually seeing muscular gain and little HGH. Not a
lot no steroids, but little HGH and testos zone. I
recently got food fatigue. I'd been having potatoes as my carbs,
which really work for me. If I got this food fatigue,
so I went to refried beans and I was having
that and chicken instead of fish, and dude, I started
to get like freaked out. I was putting on this weight.
I'm like on my skin and I don't have a
body composition scale at home, and I didn't get into
the gym. What I'm up from two hundred and six
pounds to two hundred and thirteen pounds. This isn't good.
Something's really really wrong. And then I went and I
thought about this. I went to some of your literature
and I doubled my mass symes, and I doubled my
P three am and I started to shage some HCl
breakthrough gone yep right, and the bloating feeling was gone.
So I'm obviously I made the switch over in this nutrition.
So I don't think my body knew how to unlock
that stuff.
Speaker 3: Yeah, it takes a bit of time for the microbiome
to adjust, especially when you're going to a high plant
fiber diet like a more plant fiber diet.
Speaker 1: Oh interesting.
Speaker 3: If you've been on the traditional side and then you
make an adjustment, then you have to give for yourself
a bit of time. And what's really great about the
enzymes in P through M is this breaks down proteins
in particular, and that gives you are able to convert
because we don't need protein, we need amino assets. So
the extraction process that both your enzymatic levels and your
bacteria levels require will allow that conversion. And when you
switch foods, there's an adjustment period in the microbiome, and
a lot of people just tap out early, but they
just don't give themselves enough time to adjust the same
thing when people go to keto or to a carnivore diet,
oftentimes they'll get the runs at first, they'll get they'll
get plugged up for a little while because it's going
to take some time for that microbiome to adjust to
the new diet. And that's where these type of adjuncts
really smooth a transition time. You don't get that blowed
at the steended stomach, which is just it's not fat,
it's not muscle. It translates as lean body mass on
a DEXA scan. But it's not it's just undigested food
because the transit time of plant based products is about
two to three times longer than it is for protein,
like like if you're eating a steak or something like that.
So that's that's a big transition that a lot of
people aren't aware of.
Speaker 1: Yeah, well, Gosha, I appreciate you explaining this. So you
guys started to business. Send this you you and your partner,
business partner, Matt, You started a business based on this.
And I think that there. I have this theory that
everybody has in their mind a great story. A lot
of people have. I think any songwriter is capable of
a great song. I think that a lot of people
are capable of thinking of a great business idea. And
life is axiomatic with friends of mine who said, like,
I can tell you this one, this one just breaks
my heart weight. I'm at Microsoft. I got over there.
I was advising them on streaming products, and I helped
them build the ap video platform and all sorts of
just fun things. And I had this idea. I kept
calling it, you be the media, and what if we
did napstra a video and I shared this with a
friend of mine as MBAM, thinking about like starting a
startup where we'd make it possible for people to upload
videos and and it's kind of them turn them into
and I didn't do it. And then I turn around
and like three years later, Chad Hurley had built YouTube.
He sold it for five billion dollars. And I just
didn't take that step of execution. Chad did. He nailed it.
So you guys built boptimizers into something that's world respected.
I use, others use now getting into helping people with
cognitive growth and reversing edging in that way. What do
you think are kind of the top five things that
are keys to success for people who have that idea
from ideation to execution, what do you think those things are?
Speaker 3: Yeah, well, I'll just use my own examples and maybe
that translates, maybe it doesn't. So we only have our
experience and I can go from that. What I would
say is I had been in the nutritional supplement industry
in the training industry, and so I had a certain
level of expertise of what people required and needed. I
worked at every level of the supplement and nutrition industry.
I had performed at a very high level personally, and
I was able to translate that capability to a wide
group of other people. So in other words, I had
proof of concept on a small scale. Okay, that was
one thing. The second thing is I partnered with the
right person. And you know, I remember when I got
into business with Matt. We had completely different philosophies about things.
But what I knew about Matt was he would never quit.
Because if you're going to go through business, you are
going to. It's it's not the things that you anticipate
or that you know that that are going to be
the problematics. It's the things that you don't And there
is a tremendous amount of things that you don't, particularly
on either the marketing side, or the operational capacity side
or the finance side. So there's only you either get
really good mentorship to advise you through those things that
you don't know. That's one aspect. The other thing if
you're going to partner up with someone that has skills
in an area that you don't and you can share that,
and we did have that.
Speaker 1: Yeah.
Speaker 3: The third thing is are you tough enough in willing
enough to go through the valley of despair without turning
the knives on each other or quitting. And every great
business I know has probably three to five times been
on the edge of collapse for whatever reason. And it's
it's it's an operational thing, it's a merchant account thing,
it's a distribution thing, it's a mistake on the customer service.
It's a like, it's the things you don't know that
blow you out of the business. And when those things hit,
do you have the mental and physical fortitude to continue
on with your dream when everyone else is telling you
to quit. That's a key element. And he had that
and I had that, and I said we will be successful,
right because we won't give up. And we didn't. And
if we didn't have that, you know, the company was
on the ropes at least a half a dozen times
in our early years where we were literally down to yeah,
we might have to close the door in three weeks
or five weeks. I don't know how we're going to
do this. And but that never say die attitude was
able to fight through it. The other thing is excellence
never goes out of style.
Speaker 1: I love that.
Speaker 4: That's okaya wou that so so we from the very
get go, we decided that we were not going to
compete for the bottom on price.
Speaker 3: We're not going to compete it. We were going to
be a premium brand. We're going to use premium formulations,
premium products. Yes, it would be a premium price, but
we knew that that price and sensitive top tier person
with someone like us, and that we would relate to them.
And they wanted the best for themselves regardless of the price.
They just wanted something that actually works. And there's a
lot of Charlatans in the supplement industry, and I think
our industry gets attacked rightfully. So for all of those Charlatans,
it's getting better. Because of social media and information, it's
easier to get the bad actors out, but it's also
easier for bad actors to get started up and take
advantage of trends. So you have to balance that out
and play the long game.
Speaker 1: I no way, it's a little bit different than me
finer things in life, etc. I'm a simpleton. I eat
me some simple foods. I ate about five of the
same five foods over and over and over again. Way
it's a vegetarian different from me in that way. I
couldn't be a vegetarian. I did it for two years.
I turned into a cheese itarian. I should put on
like forty to fifty pounds as a vegetarian. I was
a bread and cheese itarian weight. Of course, as a
world class bodybuilder's a vegetarian. I didn't have the discipline
for that. So I can tell you this. I don't
drink wine, but I have a dear friend who started
bone Frog Sellers. So how did this all work out?
Speaker 3: Well?
Speaker 1: I told Tim, Yes, I will absolutely help you promote
go a bone Frog sellar. Each bottle says God Country
Team on it. Ten percent of proceeds go to support
the families of full and Navy seals. And Tim's my
dear friend, and I've been thrilled to help them with
bone Frog coffee. So how does a guy who doesn't
drink wine promote wine? I had a tasting party because
I told Tim, look, if this stuff flunks, brother, I
can't I can't promote it. But I can't tell good
wine from bad. So we organize a tasting party at
our house from a twenty year old obviously new to
wine who loved it. For a twenty five year old
somewhat new to wine really enjoyed it. To some friends
of ours who might well be a little bit older
than me, they travel the world drinking wine. I mean,
that's not what they do, but whenever they go to
a place, they drink wine. Then they travel the world.
They loved it and they're actual wine experts. To people
in the mid range who drink wine occasionally, everybody loved it.
So I could call Tim back and say you're on.
Let's promote bone Frog Sellers, and Tim's paying us back
with a special that's extraordinary. Through December thirty. First get
thirty percent off bone Frog Sellers wine with bone Frog
code BF wine thirty exclamation point. Let's just break that down.
Bone Frog Wine thirty exclamation point, BF Wine thirty exclamation point.
You get thirty percent off on the two hundred and
eighteen and nineteen caps. Good a Bonefrogsellers dot com, sash
Todd it's Bonefrogsellers dot com, Sash Todd BF wine thirty
excremation points. And by the way, that's in the show notes.
You should be able to find that pretty easily.
Speaker 3: And then the next piece is never ever misrepresent your brand,
your product, or compromise your values. And you know if
you go to any of the spiritual texts like the
Bible or whatever. They're very clear about keeping your word
regardless of what's happening, and there is an energetic power
when you are authentic. You're powerful, and you're clear, and
you don't compromise your brand, your products, your values, you're
marketing any of those elements. And then the final piece
that I would say is helpful, and this is one
thing that really helped us through all the challenges that
we had throughout the years. Never forget that you are
in service to humanity. You're not People go wait, Waid,
You're such a great leader. I'm like, no, I'm not
a leader. I'm a steward. I'm a steward of a mission.
Someday I'm going to have to go meet my maker.
I'm going to die. Everything I have in this life
will be gone. No matter what it is, Char's money status, Oh,
it doesn't matter. What it matters is is who I
become during that process. So when I exit this stage
number one, I'm going into my transition into the next
level with a clear consciousness, without any guilt or dynamics
or anything like that. So I can stand before the
Lord and say you know what, I'm good. But on
the other side of it, too is having a great
customer service that is able to directly com unicate real people.
So everyone thinks about marketing and getting it out the
customer service team that we built it by optimizers, actually
saved by optimizers because when something went wrong, we reached
out to our customers. Hey, guess what, we got a
real person on the phone, not an AI thing, not
an auto generated thing, not something. And in the early days,
the customer service was me, and it was painful. I
was getting emails, text, message board messages, phone calls. Half
my friends hated me, you know, like, you know, my
biggest supporters were just like ever I go to a
social party and like, hey, you know what, we have
my mask on? Yes, certainly right, And but here's the
value of that. Because I was front facing on the
customer pain points, I was able to take that information
to our marketing, to our operations and stuff and say,
guess what, I know, everything looks really great here on
the spreadsheet, but here's what our customers are saying. We're
not delivering here, we're not delivering there. And then over
time that has built out to now we're a six
sigma customer service. We have customers that have been on
subscriptions with their company for twenty years.
Speaker 5: Huge twenty years, and it's unheard of in this industry
because at the end of the day, when something went wrong,
I'm the person that steps up and says, you know what,
that's my bad.
Speaker 3: I'm going to make it better. And if I can't
make it better, I'm going to give you your money
back because we did you wrong. And I don't want
to be a detriment on the industry. I'm a steward.
I'm a steward. I am a human cell and the
human body throughout all time. I'm just doing my part
to support humanity as a singular organism. And sometimes I
mess up and I'm going to own it, and I'm
going to learn from it and I'm going to make
it better. And people really respond to when you step
up and take extreme ownership, even if it asn't you know,
it's you know, my manufacturings water or a row didn't
command or a regulatory thinking I ownership of it. Yes,
because I'm representing the brand. And I talked to that
person saying, yep, it's my fault. Here's what happened. I'm
going to make it better. I hope you will give
me that opportunity and thank you for the information so
that I can make this better. And people really love
and respond to your vulnerability, your humility, and your commitment
to making a difference. And I think if young men
take their attitude about I am going to be a
man of my word. I Am not going to quit
when it gets hard. I'm going to take ownership for
the flaws within me and my company. You will then
start to calibrate to the things that work, and your
customers will support you through the lean days. And you know,
now we've got a you know, a ginormous company and
a huge bunch of people and it's all around the
world and the brand's going great. But those fundamentals never change.
And I'll give you an example. Recently, I had an
AI company come in and say, you know what, we
can eliminate your customer. Customer service is my biggest department
in the company. It's bigger than any department. We have
a lot of people in customer service. And they came
in and said, we can eliminate your customer service. We
can do this automated generated thing is so great, and
they show me the numbers and here's the thing. They went, yeah, okay,
we're gonna answer twenty percent, we're gonna deflect. I think
it was around fifty percent, and then twenty percent are
going to kick back that we can't answer. And I
said to the computer programs, I'm like, well, what does
deflect mean? And they said, well, the person answers the
cysts that gets the answer to the system. We respond,
but it didn't really answer their question. I'm like, so,
what do you think the customers experience that they is
when they have a problem and they're getting an auto
generated thing and you've devalued them as a human. What
do you think that experiences? And these two programmers, who
we're so proud of the system, we're looking at each
other like I was talking Klingon. They had no answer
for this question because as they were looking at the
precision of the spreadsheet. Yeah, and they forgot the most
important person, and that is the person who's taking their
hard earned money and buying on the trust that I'm
going to solve their problem or solve or speak to
their ambition. And dog Gonnet, I respect every single diar.
I don't see numbers coming into the company from sales.
I look every week of how many, how many shipments
did we make because I know behind every one of
those shipments is a person, as a family, is someone
who has an expectation of us to deliver, and I
want to over deliver on that expectation. And I never
forgot that. And I think that's one of the reasons
now where you know we've been self financed, we've bootstrapped
it all the way or three times in five thousand company,
three times running. And I think it's because of those
fundamental principles and you can apply those on day one
in your business and those things work over time. Yeah.
Speaker 1: Funny thing to be talking with Wade about by Optimizers
and the success and the challenges sometimes they thought the
company was dead, and to talk about a product they
take along with the products from Bioptimizers. Paptus has been
with me for about three years. This is new and
it came across it when I was searching for podcasts
on food freedom. So I came across a discussion with
a doctor who created a product called Wisdom. His name
is Patrick and Patrick gen Tempo and Patrick doctor Jen
Temple was in the Holy land, and he was traveling
about and just experiencing the smells of these great herbs
and spices. And as he was doing his reading, he's
a follower of Jesus. Walking about the holy land where
Jesus walked, he noticed that so many of the herbs
and spices he was smelling are mentioned in the Bible,
almost in a sacred sense, and inspiration took them. He
decided to create a product to help our immune system,
help us with mental clarity, focus calmness, help us with
joint health, help us with inflammation. There are ways to
have healthy responses to information. Actually use inflammation in your favor.
So this is what he created.
Speaker 3: It's wisdom.
Speaker 1: Now, this is a delicious product that is potent. It's
potent because it's made in small batches. It's cold brood.
He infuses this with light waves and sound waves to
lock in the potency that you will taste. I love
this stuff. My daughter loves it as well. She's a
lot younger. She uses it for a different reason, in
a different way. She puts it in her coffee because
she loves coffee, but she doesn't like the jagged edge.
I love the jag edge, but I still take this
three or four times a day. So go try wisdom.
Go to try wisdomnow dot com slash todd. Let's try
wisdom now dot com slash todd. You're gonna get thirty
percent off, thirty three percent off or me thirty three
percent off. You get one hundred and eighty day money
back guarantee and free shipping at try wisdomnow dot com
slash todd. I want to ask you before we wrap
up today, and I want to just get the ahead
of this and warn you this. I want you to
share when you knew you had the breakout product. I mean,
I know when I heard Manganese and Breakthrough and Jen said, hey,
do you want to try this? This said stop, don't tell
me what it does. I've heard the brand send it
to me. I'll try it and I'll determine what it does,
which is what I do with products.
Speaker 3: I jest.
Speaker 1: So I got it, and I took it before bed, like, okay,
I got it this And every time I take your product,
Manganese and Breakthrough, I'm surprised at how warm I feel.
It happens every time I go. This is so extraordinary.
I don't expect it. I expect it to like be
all of a sudden this common thing I'm used to.
I never get used to it. So I want to
plant that question in a second form. When you knew
you had the breakout product, what was it? What went
into that? But you mentioned mistakes and you and I
are of an age I think where we can talk
into the lives of guys who are younger than us,
say you know, thirty twenty five through forty maybe forty five,
and really speak into lives, and I would I would
give I would offer guys this advice. It says, what
would you tell someone else? And wait, before we recorded today,
I told this story. I made this very egotistical decision
to leave Microsoft to go do this startup with this
idea I had, and these venture capitals were willing to
back me again. And a very senior person, an SVP
of HR from Microsoft, came to my office. I'm I'm
a stinking community college dropout. Like only God's power put
me in that position. I completely disregarded what he did
for me. I never fell on my face and prayer,
thinking the Lord Jesus ever did that. So Matt comes over,
he says, so, and my stuff's packed way it's on
the desk. I mean everything's in boxes. And Matt comes
and sits down. He goes, so, I hear you're thinking
of leaving, Like, well, my stuff is packed. He goes, Okay,
before you make this decision, I want you to come
and get in the car with me. I want to
drive you to Robbie Box office. And Robbie wants to
hire you to work directly for him. Like it's he
wants you. Will you have the conversation. So Robbie Bok
was the chief xbox officer and I had spoken at
one of his events. He liked what I said. We
visited later and he put this flag in his mind
and he went and researched what I'd done at Microsoft
and asked around. Okay, super smart strategists. He gets stuff
that people don't get. I said, no. I walked out
of there, shook Matt's hands. And if my advice now
is in a situation that remove yourself stand outside the room,
like and if I sit outside the room and I'm
a community college drop out and I'm looking at another
community collegure dropout and one of the big wig HR
guys is saying I'm going to take you to one
of the top five guys at Microsoft, who can make you?
Do you take the meeting? Of course, the met outside
the room talking the idiot fool, go take the What
are you doing? What's another couple of years you think
you're getting a good chance? Like this again, kid, what
are you doing? I didn't do that? And it's I
don't live by regrets because it's a suckers game. But
that's one of my advice bids of advice I get
young guys is what would someone else tell you? Remove yourself,
be the advice giver, don't be the subject. What do
you think with guys at forty that age? What do
you see some of the common mistakes men are making.
Speaker 3: You know you said it right there first. Always take
the conversation because the conversation itself will always add insights.
Number two, Ask questions and listen to what they're saying.
And I can think of two or three events in
my life where someone older, wiser and better able to
assess my skills and liabilities came to me with a
piece of advice. That happened to me when I was
twenty two years old. And Joe Gold came to me
when I was down here in California kicking around in
a hostel trying to get it.
Speaker 1: He said, listen to wait, wait, wait d Joe gold
gold Ship.
Speaker 3: Yeah, yeah, I came down here when I was twenty two.
I'm going to live with the bodybuilding California dream. I
was training a World's gym because he was over at
Worlds that time. I struck up friendship with him. He
took an interest in me, and then one day he
sat me down. He said, hey, you got any family
down here. I'm like no. He's like, you got any
friends down here? He's like no, and he's like you
got any money? And I'm like no, and he's like listen, kid.
He seemed like a good guy. You don't need to
be here to be a bodybuilding champion. You need to
go back to Canada. You need to make some money
and then you know, continue on your bodybuilding career. Because
I've seen the city eat a lot of people up.
I took his advice. When I started this company with Matt,
we saw a doctor O'Brien who was like, like at
a Central casting for Cocoon, Like, this guy was the
most amazing, vibrant, seventy year old plus guy that I've
ever met in my life, and we said, we got
to learn about these enzymes and pro bodies he's talking
about and do this program, which was fifteen hundred dollars
a month to go all in on that. At that
time we didn't have the money, but we did it
for it anyways, and that led to us developing our
own product category in that area and everything. It changed
our lives. And he he also gave me some sage
important advice. At a critical point in time, I had
another guy that is a distributor for us in Canada,
same thing I was developing. Matt Night had it off
thing I wanted to do another product. He came in
and shared with me some insights that have proven to
be true historically. Men, young men are mentored by older
men because an older man, if he takes an interest
in you as a business person or someone that can
do something, he's calibrating everything that you can't see. He's
seeing all of the angles that you can see. You're
blinded by high testosterone and ambition, and and you think
you're good at one thing, and you think that's going
to be all I need. But you can't be a
one trick pony in life, you got to you gotta
round out your skill sets, especially as things developed now
and those key moments when you've had a mentor that
someone who doesn't have to takes the time, effort and
energy to give you some insight. Yeah, you sit and
think and digest that deeply, and we have enough humility
to think, you what, maybe this guy's actually right. And
if you can get yourself into one of those mentorship relationships,
even if it looks like it's a diversion from your career,
for you know, in a two, three, four, five years,
your long term value creation matrix is going to go
up exponentially because you're going to eliminate a lot of
the mistakes. You're going to get a clear picture of
what your liabilities and what your strengths are, and then
you can accentuate that so you're better prepared to enter
into your own business, your own product, your own service.
And you know, everything that I'm successful at was directly
related to listening to someone who was older, wiser, and smarter.
And every screw up I had was directly related to
me not listening to someone who was older and wiser
and works.
Speaker 1: Yes, yes, I if I had simply said to Matt,
and I could go with ten thousand other examples. If
I had simply said to Matt, hey, can you pardon
me for one minute? And if I had simply got
on the phone and called someone like you, or called
the mentor I had at the time and helped me
get into the tech business and said, hey, John Jonah
said hang up with me, go see Robbie and do this.
There was another bit of advice I got from a
guy senior to me who had kind of mensured me
in my career a little bit. And the mentorship began
when I sat with him as an office trying to
figure out where I wanted to go and tech, and
he said, may I give you an important feece of feedback?
I said, yes, he goes, listen closer to what I'm
about to tell you. I believe you value You put
more value on what you know than what you don't know.
M And that was a remarkable statement. And I sat
there and at least this time, God let me respond
to the right way. I sat there. I said, thank
you for your time, because we're not done. I go,
there's nothing else you need to say. What you said
to me is something I need to respond to You're right,
you just convicted me man, So may I come back
after I consume this and metabolize it mentally? And I did,
and he set me off on this path. I never
went through a period of my life like that ever
again where I exploded in a learning way. I needed
to understand theories and application, and I needed to read
the classics. And I went on this just march through
my intellect and trying to gain knowledge I didn't have.
It was one of the most remarkable things and who's
ever told me? And it led to some of the
greatest things that God's allowed me to do in my life.
And I wanted to ask you. I want to ask
you about breakout products and a breakout moment. But I
also and we touched on this a little bit. Product
I said, don't want to like you know, I don't
want this to be the Watchman's holiday where I'm asking
you to fix my watch. But I do have some
questions about food costs, et cetera. But let me ask you.
Was there a time where you knew you had the
breakout like I know when I had product successes. I
knew when we'd caught the when we caught the wave
the right way. But at Boxmas was there a time
you knew you had the breakout product three times, three times.
Speaker 3: Three times. So when we first started out, we sold
an education product called Freaky Big Naturally. It was a
bodybuilding course for natural people.
Speaker 1: Came Big Naturally.
Speaker 3: I love that's what it was. Yeah, Yeah, Matt, Matt
and I did it. We had four uh CDs that
we recorded and then we had a big binder. And
this was like the early days of Google ads. Yeah,
we're selling course for three hundred and he set up
a we started the company with a hundred bucks. Yeah,
that's what we started the company. Yeah, And he turned
we turned on the marketing and he set up a
cash register sign like singhole that would go when the
sale would come in. And we were at his house
and we launched, and I still remember that. First it
went ching you had the chiching thing. Yeah, and then
forty five minutes later went chi ching, and then chi
ching and chi ching, and then over the weekend and
then and then we were like we were profitable out
of the gate, Like people were really resonating with the material. Yeah,
and it started growing and that was like wow, and
then about a year later, we had tried to enter
a deal with that mentor to sell products. It got
blocked because of another relationship you had. We went in,
found some researches and experts, went in built our own
product that was we felt with superior using you right
people on mass Simes Inc. Yep, we pre sold that
product to you had to buy five hundred bucks worth.
This is twenty years ago. Yeah, we had a bute
five hundred bucks worth and we weren't going to deliver
it for eight weeks because it took us that long
to manufacture and sell it, so pre selling it ad Yeah,
and we had all of these customers that because they
out we were doing so much value on this piece
that they bought in and started something. Some of those
people are still subscribers today, so cool. So that was
a big thing. Like all of a sudden, we went
from just an education company to a product company. And
then you know, then we went through what they call
the the Valley of despair where you're trying everything to
grow that brand. You're losing relevancy. You know, people don't
want to see an old guy. We'd moved beyond the
bodybuilding world, warned up fitness and stuff like that, and
we ended up rebranding with a friend of ours, Dave Roll,
came in and helped us out. We've gone through all
the operational channels, we've gone through personal ego struggles, We've
gone through everything. We relaunched the brand reminds me of
this the fourth time. And then we start this new
thing called partnerships, and we got a partnership and one
of those partnerships just exploded our business. And then a
few years later we had another one where podcasts were new.
We took a bet on a podcast advertising and that exploded.
So I guess it's a little bit more of that.
And then when Magnesium came out, when mag Breakthrough came out,
and we brought it out on one of our big
podcast partners and the product sales were good. But what
happened there was this massive flood of incredible testimonials in
everything from sleeping, blood, sugar river, restless legs, cramping, stress
and anxiety. There was this this clethora of things that
went away for people from this product and it's it's
not stopped. This has been going on now for several years,
and that has opened up so many doors. So many relationships,
so many partnerships. It's allowed us to fund and develop
a lot of other products that are that are coming
out in the future. To get the kind of talent
that you need to run a big brand and to
you know, it's a lot of difference running a small
business to a big business. And that was amazing and
it gave us another, you know, a renaissance, you know,
because you go from peak to peak. When you go
from peak to peak, you got to go through the
valley of despair, right yep, you know. And and and
there's this rule that it's like one three ten in
business one million, three million, ten million, thirty million, one
hundred million three. I don't know what it is. It's
like a Fibonacci thing or something. The operational capacity and
the marketing capabilities have to evolve, and you go through
that valley to get to the other peak, and boil boy.
You want to have the right people on board, and
you want to have tough people on board that can
handle the failures along that route, you know, yep, And
you're going to fall down that mountain a few times.
But if you're focused and you've got a great ambition
and you've got a great mission and you're really connected
to service to humanity that gives you the four a
tide to get to the other peak.
Speaker 1: I love it. I love it. Great great reflections on this.
So we've just got a few minutes left. Wade Man.
We started this conversation with Wade talking about his baby,
and Wade said, he was, what is late to the game,
a little bit older than me. Wade, I didn't know
that you're a little bit older. You'll look it. But
Wade has had their first baby and his wife and
he is going to have this experience of watching this
little boy grow up. God bless him. My friend John
had the same experience. He had an older son. But
they had their second son, Alan, and the strangest thing happened.
And I hate to mention this while we're talking about
the great news of Wade's baby, of this is what
happened is doctors were looking at images of Alan in
the womb and they went to John and his wife
and they said, and I'm not kidding, hey, why don't
you let us kill that baby because the baby is
not going to ever have a decent life. And they said, no,
that's our son. Well, the doctors could see that Alan
was going to have a bunch of structural health concerns,
and he does. That's real. And they didn't know that
he was going to be dramatically impacted by autism, and
that's come to pass. Alan's effectively nonverbal, but this doesn't
mean he's not smart. In fact, he's a brilliant kid
who invents soaps. It's one thing to invent the soap
and describe the fragrance from an important time in your
childhood memory. He's done that. It's another thing to make it.
His dad, John is a digital marketing expert. He's created
some of the most successful digital marketing campaigns in history.
But he did not make soap. So they wanted a search,
and back in the Midwest, they found a family. They
have three generations of soap making expertise. And John went
and said, I want to start a soap company so
my son has a place to work. But I'm going
to put my son's name on this, so it has
to be excellent soap. The family met Alan, they heard
the story. This had weren't in so The soap is
made in America. It's all natural and it has no chemicals.
Own by the way, slave labor from China, so why
not make change. I actually go to a company that
employs Alan and Ian and Amy. It's not just Alan anymore.
That's the mission employed people that the world would have
rather stored in a box. Go to Alan Soaps dot
com slash todd get ten percent off all their products there.
That's Alansoaps dot com slash Todd. So I've i've in
certainly on the Magnesem breakthrough. I got to mention this.
I was at once a week. I've told you this
Before I allow myself to go eat pizza. I always
go in. It's a two to three workout day. I
go in in a four thousand calories in the whole,
so I eat whatever I want. And there's a young
girl works there, and I've gotten to know her a
little bit about her life. And I was taking by
Optimized your stuff. I had had HCLP throw m before
I eat the pizza and Mats Simes and Magnesim breakthrough
for going home. She saw the Magnesum breakthrough. She goes,
oh my gosh, I love that. She's twenty seven, twenty seven,
and not necessarily, I mean she is aware of the podcast.
I don't known that she listen to it. I never
asked her, but that was a huge one for me.
I'm fifty seven, this young girl's twenty seven. She knows
the product that communicate a lot to me. So let
me ask this question that a ton of people are.
My wife said to me the other day, Todd, I
don't think you know how expensive food is. It's like, hey,
you know, buy this and by that, Please you're going
to if you're going to the grocery store, please pick
this up. And she said, I really don't think you
know how expensive food is. I'm like, oh, no, no,
I'm aware. She says, no, you're not. You're not. Let
me show you and got out the AMAX. I'm like, wow. So,
I mean food costs are going up, and I don't
think I see him slowing down. So I wanted to
ask you about smart supplementation. In a couple of minutes.
You feel free to use all the bathroom as you want.
Maybe there's other things you want to throw in there,
But how can you take the tactics of smart supplementations
so you get more nutrition? And how can you do
this with kids? You're doing it with your newborn? How
can you do this with kids, so you make sure
it's kind of a way of that smart stretching the dollar,
but without that disgusting Hamburger helper.
Speaker 3: I'll give two examples I think that are really critical.
You can take a genetics test and a spectra cell test.
The genetics test is going to reveal to people what
challenges you're going to have in absorbing foods, which maybe
dietary strategy is going to defective. It is going to
cost you a couple hundred bucks, but it's going to
give you key insights into you the person, so you
don't get caught in somebody else's solution that's not right
for your genetics. Two, the spectra cell test is a
special nutritional test that you can look at that will
see if the product you're taking is actually getting into
your cells. It's better than a blood Yeah. Those two
tests are going to number one, which things are probably
going to be likely your challenges and where you want
to focus your supplementation.
Speaker 1: Okay, and this.
Speaker 3: Or even your dietary strategy. And the other part is
if you're taking a product, you can see is that
product actually working, is it actually getting to yourself? So
those two elements, it's going to cost you a little
bit on the front side, but it's going to save
you thousands of dollars on the backside because you're going
to customize your supplementation and then going to the food
side of things. This is actually an opportunity. It's disguised
as adversity. I'm not insensitive to the cost of food, right,
I remember when I was scraping up every dime I
had to get enough food and had almost no money
for supplements or anything. And you're right, it's crazy. But
guess what dietary discipline and batch food production is the
key out of it. Guess what as expensive as food
is rice, beans, oats, chickpeas lost.
Speaker 1: That's my vegetarian friends.
Speaker 3: The foods that are actually really good for you are
less expensive, and you can generally buy them in bulk
and they stay, they stay valuable. So you can look
at hey, you know what, I don't need the eight
dollars and fifty cent crackers. I don't need the fifteen
dollars piece of cheese, you know what I mean? And
then and then you know, if you're on a meat eater,
for example, you need to take part in your local
community and find out your local farmers get on a
farm situation where you're preemptively buying your stuff in bulk,
they get a delivery. They can do that with vegetables
and stuff like that. So number one, you support local communities,
you're gonna have a higher nutritional value, you're going to
get better pricing, and you're going to plan out your
diet so you're not eating the me too quick fix
junk food that ends empty calories, that steals your dreams
and steals your health. That's the key out of it.
So it's still expensive. I'm not discounting that, but you
want to look at not You always want to look
at value, and your value as physically healthy and functional
is far more valuable than keeping out on your food,
cut off the other things in your life. Get good food,
make sure it's right for you, and then pick the
specific supplements that are going to augment that which you
can't get nutrition. And that's why magnesum is such a
big product, because we just can't get enough in our
dietary no matter what you're doing, whatever diet you're following.
Speaker 1: I love this brilliant advice. Appreciate you, my friend. Thank
you for the long term partnership and man, I'm gonna
be praying for the family. I'm just I loved hearing
you tell the story of your son and you picked
the perfect so much and yeah, gosh, where did that
energy and size come from. Appreciate you. My friend got
go with you same Yeah, this is the Todd Herman Show.
Please go, be well, be strong, be kind, and please
make every effort to walk in the light of Christ.