00:09hey guys it's Michael Valdez how are you
00:13come back to our real estate Mastery
00:17podcast my background looks a little
00:19different I'm actually in Mexico giving
00:21a speech today and it's uh I wanted to
00:25keep the consistency of this podcast and
00:27today was an incredibly special guest
00:30and this is going to be I already know
00:32an incredible conversation so I have the
00:35one and only Renee Rodriguez who is one
00:39of the foremost speakers in the space of
00:42personal development I had the great joy
00:45of spending time with Renee last week
00:48and I cannot wait for this conversation
00:50Renee Rodriguez Brother come on in it's
00:53great great to be here my friend oh my
00:56goodness so I gotta tell you so last
00:58week Renee and I spent time together at
01:00an event where Renee was one of the
01:02Keynotes in New York and we had a uh um
01:06a private dinner that the host had set
01:08up and Renee and I figured out that we
01:11both had Cuban origin and for those of
01:14you that don't know the moment that
01:15happens Renee is now my brother
01:18literally and so it was an incredible
01:21incredible connection Renee I'm so glad
01:23you're here happy Monday happy Monday to
01:26you man and and it's uh it is that
01:27inexplicable connection that I think is
01:30uh it's fun to meet it's rare to meet
01:33and I think that we can probably draw
01:35some cool connections between how we
01:36build a business that way with uh with
01:38great connections it's so true well
01:40that's a lot of what you do right
01:42connecting with people teaching people
01:45how to connect with people and we're
01:46going to dissect all of that but before
01:48we get there one of the greatest things
01:50that I was sitting there mesmerized with
01:53you and in fact remember somebody came
01:55up and Z said this has to be the most
01:57intense conversation I've seen with two
01:59people but one of the stories you were
02:01telling me was about your mom and I want
02:04I want you to share that story because
02:07I've actually not heard you share that
02:09story a lot and the interviews that
02:12you've done in the past and this is what
02:14I think builds the story for actually
02:17what you do and where you dedicated your
02:19life so yeah tell me about your mom so
02:22my mother was born in Cuba and lived in
02:25uh Cuba before and after the Cuban
02:27Revolution so it's she got a chance to
02:30watch a a culturally Catholic country
02:33turn communist in six months and we talk
02:36about change we talk about
02:38Revolution I mean that happened and you
02:41you we all so many different experiences
02:43around the Cuban um Revolution and what
02:46happened and a lot of so much sadness
02:48around people losing everything they had
02:50built and families being you know torn
02:52apart and all those things but she she
02:54was there and left and went to Germany
02:58as uh her father my grandfather was part
02:59of part of the American armed forces
03:01like his way out of Cuba was writing a
03:02letter to the president of the United
03:03States saying if you can get me and my
03:05family out of this country I'll I'll
03:06come and fight for yours and so I pulled
03:09him out and so my my mother and her
03:12sister went on a a world tour Germany
03:14right after the Holocaust uh she was in
03:17at one point uh in Panama during the
03:19Panama Canal Crisis was in Vegas during
03:22the a bomb testing uh then she decided
03:25to become a nun and was a nun on the
03:27border of Haiti and here she was like
03:30you know five different countries all
03:31before the age of 25 all of them had
03:33something to do with war Revolution
03:36change and that imagine how that affects
03:40somebody growing up and how they see the
03:41world and so her vision of life and her
03:43goal of life was Global Peace and
03:45community and when she realized that
03:48being a nun thank God she realized this
03:50for my sake that wasn't the way that she
03:53was going to achieve it she left after8
03:55years and started working with migrant
03:57labor in Southern Florida and
04:00when you work with migrant labor it's
04:01basically a slave labor with no chains
04:03and it's people in some way shape or
04:06form opting into this environment and so
04:09when you look at that I and she believed
04:11it wasn't a conscious opting in it was a
04:13feeling of learned helplessness and a
04:16feeling of that you know you realize
04:18that maybe you don't have another choice
04:20and so her Mission became how do you
04:21free them and help them free themselves
04:24from this and that created an approach
04:28where it isn't theoretical it wasn't a
04:30here's a quick tip for social media it
04:33was here's an idea let me try it on a
04:35group it worked cool let's do it again
04:36it didn't work what do we do differently
04:38and over the years sort of cultivating
04:40this process of what real change
04:44is and I mean there's so many stories
04:47that go with that but you know of course
04:49when you're dealing with empowering
04:50migrant labor in Southern Florida
04:51there's a certain group that didn't like
04:53that uh and that was the KKK the clu
04:56hooks Clan and so one of the ways that
04:58she would build community was through
04:59music music it was there was no budgets
05:01in those areas so she couldn't you know
05:03bring money in and investment and the
05:06energy was low there was usually drug
05:08and alcohol abuse U massive depression
05:11very what we call learned helplessness
05:13and I can talk about that from a
05:14psychology standpoint and didn't matter
05:17if you had a great idea if people were
05:19in that low energy state that low
05:21frequency low vibration which we've all
05:23been some of us have friends that way
05:25realized it didn't work and so she
05:27realized that her first step was to
05:28raise the level of energy and and she
05:30found that music song dance the Arts
05:33were the instant movement out of that
05:36area and she would bring in these Street
05:38musicians I'll provide a picture uh that
05:40you can put on here called Los ceros
05:42which means the streets this the the
05:44people from the streets and they played
05:46the conas and the flute and and maracas
05:48and me as a kid you know pair of Maracas
05:50and a clown face I we play music and the
05:53moment they hear the music they'd be
05:55they would just look up and all of a
05:56sudden a little smile would kick in and
05:58and all of a sudden you'd realized that
05:59this person that was just clinched in
06:01the corner was a dancer he'd be dancing
06:02she was a singer she'd sing there's a
06:04percussionist over there there's a
06:05painter there was a magician and all of
06:06a sudden all of this energy just woke up
06:09this community and it didn't cost
06:11anything and so there's so many lessons
06:13from business that we pulled from that
06:15but the certain group that didn't like
06:17her and this is I'm sure you want do you
06:18want me to show that I would love for
06:20you to show that that item and so I have
06:22a a there was that group that KKK didn't
06:24like it so they they realized that this
06:26was very powerful so they had to stop
06:28her and they used exact what they always
06:29try to do which is you know bullying
06:31people scaring people fear and they they
06:34went after the core of who she was which
06:35was her guitar so they broke into her
06:37into her car and they stabbed her guitar
06:4117 times and filled it with water so you
06:42can see kind of a picture I'll try to
06:46back I'll put it close so you can see if
06:48you're watching the video of this you
06:49can see a lot of the the stab wounds and
06:52you know they tried to break it and all
06:54sorts of stuff so you can see this other
06:56side but yeah it was um this has stayed
06:59with me since you know the 80s
07:02and it's one of those remembrances of
07:04you know the the realities of the world
07:08where people don't agree you know and
07:11especially in a can cancel culture today
07:13where you can stab people's heart in on
07:15online right now we have to teach people
07:17that one that's not real and we can move
07:19forward through it she had that physical
07:22reality but she still did it and so
07:24there's so many things that we can go
07:25and uh explore about that but yeah
07:26that's the the general story and and I
07:28get a chance to sort of live her
07:30Legacy so basically the interview is
07:32over now that's extraordinary it was my
07:36God this isn't HBO series about your mom
07:40the fact that all of that happened
07:41before she was 25 there was something
07:44you just said that was really well there
07:46was a ton of things you said that was
07:48powerful but one of the things that um
07:50really resonated was the fact that they
07:52were slave labor with no chains and
07:56there's so many things that we ourselves
07:59feel enslaved with in things that we do
08:02every single day yeah with no physical
08:05chains and this is where you dedicated
08:06your entire life too now here's
08:09something that is so interesting to me
08:11you know you're one of the the top
08:13speakers in the space of personal
08:15development and when you start thinking
08:17about this you're the only one that
08:19truly breaks it down as a science and I
08:22want to get into this and so you talk
08:25about behavioral Neuroscience that's a
08:28huge sort of concept I want you to
08:30simplify that for the audience what does
08:32that mean yeah well thank you and so
08:37think about it this way like and this
08:38comes the first lesson came from my
08:40mother again where 30 years ago she said
08:42Rene look at this room and what does
08:43everybody have in common and I'm looking
08:45around the room I didn't understand like
08:47like I was looking at skin color and
08:48culture and what they were dressed tall
08:51short fat skinny and she said no they
08:52all have a brain and if you can
08:54understand how people's brain works
08:56brains work life becomes easier and so
08:59so I kind of took that in and so I went
09:01to school for psychology because I had a
09:02really cool psychology teacher in in
09:04high school and then I realized that it
09:06wasn't just psychology which is
09:07fascinating I wanted to understand the
09:08Neuroscience of the brain and I want
09:10really want to understand the brain and
09:11how it worked and you realize that a lot
09:13of Psychology and Neuroscience is really
09:15more St statistics so it creates a very
09:17logical side of of your thinking but I
09:21didn't lose sight of what I was had the
09:23more passion around was the applied side
09:26so there's there's researchers that that
09:27get their journals written they're very
09:28smart smarter than me but then there's
09:30people like me that are forever curious
09:32saying okay great study what does it
09:33mean to me here what does it mean to
09:36selling because I was selling cookware
09:37door to door and so I'm like okay how's
09:38it going to help me close another deal
09:39how's it going to help me present and
09:40get a 2% you know conversion race
09:43increase even 1% I'll take one and you
09:46know if I can get 10 that's career
09:47changing if I can you know completely
09:49shift that's awesome and you start
09:51realizing that there's certain circuitry
09:52in the brain that functions in a
09:54sequence there's certain hierarchy in
09:55the brain that has to prioritize certain
09:58activities and certain attention things
10:00over others and so here we are in this
10:01world that is so distracted and
10:04realizing that our brain thinks in a
10:06certain pattern and our if we can learn
10:08to speak within that pattern I'll work
10:10I'll work with the human brain versus
10:12working against it and so you know
10:14something as simple as human connection
10:15first and so if you look at even the
10:17talk I gave at at goldbark I had people
10:19stand up and Shake Hands First and it
10:21wasn't about knowledge it wasn't about
10:23content it was about connection and if
10:25you can connect with the audience around
10:27you first not even with a speaker
10:29then you can do that and and if you know
10:31some people notice that I before I spoke
10:33because I was opening speaker I walked
10:34around and I shook the whole front row
10:35not just front first five rows I shook
10:38all their hands and it spent about 30
10:39minutes just kind of engaging with them
10:41as they were going there and I even went
10:43to the back and took some pictures and
10:45you know some knew who I was most didn't
10:47and which is very normal and but then it
10:49was really cool where somebody were like
10:51oh H hi thanks and then then they would
10:53say oh there's that guy that just shook
10:54my hand oh my God I know him and that oh
10:58my God I know him and when I do that to
11:00an audience and then I come on stage
11:01it's not my first time meeting my
11:03audience it's my second and if I hang
11:05around afterwards it's my third yeah and
11:07this is where a lot of speakers I think
11:09get it wrong where they they rip and dip
11:12they come in speak and they leave now
11:15that does that does a lot for
11:16credibility and and um and scarcity
11:20which I totally understand the business
11:21reason for that I had to make a really
11:23tough choice did I want that feeling of
11:25scarcity or did I want the feeling of
11:27connection and for me at that point it's
11:30simple 30 years of connection I think
11:33builds not only a sense of community
11:36with people that you meet but it builds
11:37a deeper connection and something that I
11:40think is even more valuable than
11:41scarcity which is a sense of loyalty and
11:43so there's a there's a really cool
11:45Foundation I think that we can create
11:47through that process but yeah the
11:48Neuroscience to me it's there's language
11:51sequences we can go into I can give you
11:53I mean I hope people walk away with some
11:54stuff today but we can give you some
11:55real simple things we can do just based
11:57on what we know well let let's let's
11:59talk about that you know I because I
12:01love this and I and I love what you were
12:03talking about and I love the fact that
12:05yes you do now create a deeper sense of
12:08connection anyone who does know you
12:11talks about you in a way that elevates
12:15your brand if you will and who you are
12:18because of the way that you make them
12:19feel and the way that you've touched
12:21them even even look even even us walking
12:24away from a conversation was like this
12:27is one of the greatest people I've ever
12:28met right and and it's s like there's
12:30this Bond now which is a forever Bond
12:33right because of who you are and what
12:34you did and so now let's talk about
12:37leadership right you deal you mean you
12:40you have trained thousands and thousands
12:42of people but you also have trained some
12:45of the greatest leaders in industry in
12:48business what is the commonality that
12:51you see there and the second part to
12:53that is how do you elevate that second
12:56tier to go up to that tier
12:59that's a great question you know what's
13:01interesting is that it kind of depends
13:02on industry yeah and there's a certain
13:04maturity level that you know on certain
13:06industries and that maturity level is
13:08truly defined by margin and let me I'll
13:11explain by that so you get into
13:12manufacturing and they're they're
13:14fighting for pennies of margin you get
13:16into you know you can't put a car door
13:18on more than once in the Auto industry
13:20it has to go on the first time exactly
13:23right every single time you can't put it
13:26on and have somebody else check to see
13:27if you put it on correctly it has to go
13:30on and if not that car if you get a half
13:33a percentage Point loss in in in quality
13:36or in cost in in margin excuse me the
13:41car is no good the company goes bankrupt
13:43right and so they're thinking very
13:45differently they're thinking quality
13:47they're thinking about retention they're
13:49thinking about uh how how do I treat
13:52people so they treat our customers well
13:53they're thinking about a growth plan and
13:55bench strength and career paths they're
13:57thinking about creating community and
13:59knowing and understanding the importance
14:00of communication they're not thinking
14:03Revenue because they already have that
14:05right they've got that they understand
14:07the market is divided in certain from a
14:09certain market share and there's only x
14:10amount of this available we we position
14:12ourselves to get this and this is what
14:14we can count on and we just have to
14:16number then you get into places that
14:19have massive volume uh and excuse me
14:21massive margins and our audience is not
14:24going to like what I'm going to say but
14:25mortgage and real estate is one of those
14:28audiences so very rarely do you think
14:31and you hear companies talk about
14:33culture talk about communication they're
14:36they say the words but really they're
14:38making decisions based on is this going
14:41deal and now one of the things I love
14:44about exp is you and Leo and all the
14:47leadership team that you guys have truly
14:49created a model and uh a culture where
14:53if you're in a group of exp people you
14:55know where you're at there's a sense of
14:57energy there there's a sense of
14:59but let's talk about the broker level
15:00are they thinking from a community and
15:03culture's perspective or are they
15:04thinking how do I get that next deal is
15:06a is a is a a real estate agent thinking
15:08about culture and connection or they
15:10thinking about where do I get my next
15:11one now what you'll find is the top
15:14performers do think that way so when
15:17revenues sort of handled they start
15:18thinking of there's new levels of
15:19complexity that follow them and I get it
15:22when you're new at this you better think
15:24revenue and sales that's exactly where
15:25you should be that's right once you've
15:27kind of figured that out now you got to
15:29different challenge of marketing this
15:30expertise to a wider audience it's the
15:32only way that you grow so think sales
15:33and marketing or the Baseline would be
15:35sort of your Essential Knowledge of
15:36understanding how the things work then
15:37you got to think about how do I sell
15:38this Essential Knowledge to make money
15:40that's when you make more than 100 Grand
15:42you want to make 250 you better start
15:43thinking marketing and because now it's
15:45in marketing it's this sales message out
15:47to the masses and once you've done that
15:48well now you got a problem you got a
15:49scaling problem so you got to think
15:51teamwork and so now you got to teamwork
15:53and being a leader problem and now
15:54you've got teamwork you figured that out
15:56now you're going to think okay how do I
15:57manage this money and I got to think
15:59money and mouth and and then think about
16:01being a true leader of the leaving the
16:03Legacy which is the top tier so this is
16:04maturity level of leadership that sort
16:06of follows as your income Revenue grows
16:09and also really harness in by the
16:13industry actually love that breakdown of
16:16the tears never quite heard it that way
16:18so it really is a simplistic bucket that
16:21you're put it into so here's something
16:24and it's it's almost in that middle
16:26ground of you know that marketing and
16:29and branding right and then one of the
16:32things that I thought was so fascinating
16:34is what you talk about of telling your
16:36story you say that everyone has a story
16:40to tell and tell me that the idea of
16:44anyone listening has a story how do you
16:47get them to figure out a what their
16:50story is and then B how to tell it
16:54effectively and the truth I mean we all
16:56have a story because we're all here
16:57right so the story is is a you know
16:59beginning a middle and an end that
17:00happens in multiple cycles and so you
17:02know like there's a story this morning
17:03of us getting on you know this call and
17:06if I can chunky that story of you know
17:08the beginning was when we met at dinner
17:10at Charlie at Charlie uh Palmer's and
17:12then we had the text message we talked
17:14this morning and now we're here doing
17:15this so there's a there's a little story
17:16there there's a story of like my mother
17:18you know what she did there's your story
17:20growing up and there's the story of how
17:22each one of you listening has a journey
17:24to get to exactly where you're at now
17:26where you're at is where you're at it's
17:27not about there judgment involved not a
17:29good bad ugly it's not better or worse
17:31it's just where you're at and when you
17:34realize so I can tell that story some
17:37people you'll find people that say I
17:38really really have a good story to tell
17:39and then some people be like I don't
17:40have any story to tell I've worked with
17:43well over 200,000 people and everyone
17:47has a story and there is never any need
17:50for comparison on that story because
17:52with the story it's like a finger it's
17:54like comparing fingerprints like why
17:56like well which mind's better your it's
17:58just no this one's mine this one's yours
18:02and the more that I understand yours the
18:03more I understand you there's where the
18:05connection comes into play but story
18:07plays a much bigger role and because
18:10I'll tell you that everybody has a story
18:11but let me tell you about the role that
18:12it plays and why because like who cares
18:14I have a story to tell in fact I tell
18:15people nobody cares about your
18:17story and it's kind of depicted in this
18:19concept we know the difference between
18:20somebody who's a really good Storyteller
18:23and someone who loves to tell stories
18:25there you go and there's a big
18:27difference between those two but it's
18:28only one thing and this is the deeper
18:31understanding is that a good Storyteller
18:34uses a story whether it's their own
18:36personal story something happened
18:37previously somebody else is a third
18:38person story whatever it is to open up
18:41their audience to be receptive to an
18:44idea and if I can then deliver that idea
18:47at the end you go wow that time spent
18:49listening to that story was so worth it
18:52because I'll remember this idea I'll
18:55remember this form of value if you
18:57remove that fin fin piece all that
18:59happened was is that you used my time
19:02just to tell me a story and when that
19:05happens at the end of that time invested
19:08people are like and why did I just sit
19:11through all that and there's this piece
19:14and so people that love to tell stories
19:16they do it more for themselves assuming
19:18that people are going to get some value
19:19out of it but somebody who's a really
19:21good Storyteller uses a story as much as
19:23necessary but as little as possible of
19:25that story to deliver a message of value
19:27and then you feel like it was gift and
19:29so the story was the means by which to
19:32value wow that's such an incredible
19:36distinction incredible because it also
19:38is the perspective how did it land did
19:41you do it for yourself or did you do it
19:43for someone else yeah and if you do it
19:45for someone else there's no ego in it
19:48that's right it's because it's literally
19:50then you know when to stop telling the
19:52story like there's there's so many
19:54stories that you could share but what's
19:56what am I trying to achieve with this
19:58and it's it's a it's a big distinction
20:00Hard One to get but then the really good
20:01ones they get it so following up on that
20:04that basically is a definition of
20:07influence right and one of the things
20:09that you say often is that influence is
20:12a science now that fascinated me that
20:15statement so explain that you can teach
20:18influence 100% it's you know and I have
20:21a video that's un V I haven't released
20:23it yet but you know people would
20:25challenge R you're natural you're
20:26natural I'm like really that's like
20:28telling a virtuos on a piano that
20:29they're natural all the 10 hours a day
20:31that they did for 18 years totally
20:33natural and like y they're lucky no it's
20:36every story every one of us has gotten
20:38good at something were new at first at
20:40one point so I went back and I found my
20:43training boy was that
20:50um uh what was that thing that I um um
20:54that was me and I was in my 20s and that
20:56was like mid 20s and realizing that I'm
21:00sitting here trying to follow my mother
21:01who was this most amazing speaker I've
21:04ever made and I'm up there I don't have
21:06a story KKK didn't bother me I mean they
21:09did when I was a kid but I wasn't old
21:10enough really to really remember I
21:12remember I remember the they used to
21:13shoot at our house I remember th those
21:15things but it was like it wasn't
21:18something that was truly defining
21:19because at that age you're just like
21:20okay that's just what happens and you
21:22you really think nothing of it and
21:24partially because my parents didn't or
21:25my mother my dad wasn't around didn't
21:27put a narrative around it meaning she
21:28didn't make it traumatic we didn't have
21:30any conversations around trauma it was
21:31just what happened and we move forward
21:33we protect ourselves and then day goes
21:35on but the the the the reality of all of
21:38that comes down to understanding that um
21:41we all started somewhere and when we
21:45don't see that Journey we start to
21:48really really diminish the the hard work
21:51that goes into creating that and so all
21:54of us have that ability and so influence
21:58is about understanding that journey and
22:00being able to one to capture someone's
22:02attention because if I can't capture
22:03your attention how good is the idea
22:05think of how many think of how many good
22:06agents that you know y that no one knows
22:08about the good-hearted people the ones
22:11that truly have the market knowledge
22:12that truly care about their customers
22:14been but they just haven't learned how
22:15to close and they haven't learned their
22:17social media they haven't learned how to
22:18Market we're just like can you please we
22:19need you out there and so that's who I'm
22:21talking to you haven't captured
22:23attention no one knows you exist
22:25especially in today's world and then how
22:28how do I get you to act on that so one
22:30thing to tell that's why the story isn't
22:32the OB influence story is the means by
22:35which you then get to influence them and
22:38if you have nothing to offer at the end
22:40of that nothing's moved it's like
22:42basically would you plant a seed in
22:44cment you wouldn't because it wouldn't
22:46grow well that's an idea planted without
22:48story first it just doesn't grow and you
22:51know what's interesting I can divert
22:52from it I did I explained this concept
22:54on two three posts ago three days ago on
22:56social media now this post went viral
22:58almost so it's over 500 million 500,000
23:00views it's going to get to a million and
23:03but the majority now it's about 8,000
23:06likes there people that like it but
23:07there's the majority of those comments
23:08that were I I was talking about Framing
23:10and I was doing an elementary
23:11introduction to the framing about what's
23:13your favorite color and people saying
23:14you know you'd say blue or red and you
23:17know I said okay well let me show you
23:18what framing means and then somebody
23:20says what's your favorite color and I
23:20said you know I was born in Miami lived
23:22moved to Minnesota when I was seven
23:23years old lived Miami Minnesota halftime
23:25till I was about you know 17 18 years
23:27old so I never felt at home but if I
23:29were saw on a beach and I saw palm trees
23:31I knew uh I was close to my friends my
23:33food my music my culture all the things
23:35made me happy so Palm Tre are green so
23:37my favorite color is green and so it was
23:39just a way of illustrating in a training
23:42environment what framing can do to a
23:44message how I can take a stupid question
23:45like what's your favorite color and I
23:46can tell you a lot about myself to
23:47connect with you in that and all the
23:51comments are bro just give me the
23:53message uh this is a fifth degree Yapp
23:56or black belt you know like all I mean
23:57there like all these crazy comments
23:59about I would have walked away I fell
24:00asleep I did this all and that's what's
24:02fascinating is the most common objection
24:05I get to those that have never been in a
24:07position that need to influence they've
24:10never been in a position or maybe been
24:12frustrated in blaming other people for
24:14them not listening versus learning how
24:15to speak in a way that people actually
24:17do that now was I suggesting that you
24:19frame up favorite color all the time no
24:22that's like saying you have a driver use
24:24it for every shot on golf no assess the
24:26situation and then pick your tool
24:28framing is one of those tools that you
24:30choose but you have to learn how to
24:31assess but what's fascinating to to your
24:33your whole point that is the biggest
24:35common objection that I get to this is
24:37saying not everything needs a frame I'm
24:39like well frames are how we construct
24:42reality and if I don't offer a frame to
24:44you you're going to choose your own
24:46which probably doesn't coincide with the
24:48meaning of what I was intending so I
24:49better frame this message first before
24:54incorrectly in fact you wrote a book
24:56about it and amplify your influence tell
24:59us about your book you mentioned about
25:00framing I know that's one of the
25:01chapters in your book what is what's
25:03other highlights of this when you start
25:06thinking about the idea of influence as
25:10science so yeah the so the framing is
25:14such a deep concept that and it's
25:17so um unconscious to people because we
25:20just accept reality as reality but
25:22there's a way that reality is
25:23constructed and we have to you know like
25:26when I walked off stage you to to kind
25:28of build a joke and everybody kind of
25:29froze for a minute I was in the middle
25:31of the talk and I walked off people like
25:33happened and the reason stress went up
25:35is because there was a narrative that
25:37was happening the story and there was no
25:40frame around what I just did which means
25:41there was a gap in that narrative and
25:43since we use narrative and framing to
25:44construct reality that in essence
25:45creates a gap in reality which we cannot
25:47handle so the brain is trained to
25:50instantly fill that Gap with past
25:53experiences based and so it makes an
25:55assumption of what is most likely going
25:58and so if we think about the how many
26:00gaps are happening in our Narrative of
26:02the world and how many times I don't see
26:04somebody there's no way we can just fill
26:06all the gaps and so our brain has to
26:07make these assumptions very quickly
26:09right and it's constantly doing that and
26:11so what happens though is that it's
26:13often wrong very often wrong and so when
26:17we think about you know that that that
26:19whole piece of leadership truly is about
26:21managing and being The Trusted source of
26:22that narrative Gap so if I look I don't
26:24know what's happening in the market I go
26:25to I go to Michael I go what's happening
26:27and you would be trusted source of
26:29saying okay Michael says this you know I
26:30think we're good but somebody that's
26:31just coming off the street that doesn't
26:32even own a home barely has any you know
26:34net worth to their name not saying that
26:36network does everything but it does is
26:37one measure of making some smart
26:39decisions and if they really have just
26:41been a complainer that they're not a
26:42trusted source for me I'm really not
26:44going to take a complainers point of
26:45view on what's happening in the
26:47marketplace uh you know if you become
26:49somebody who's engaged in fraud or
26:50you've done something that's been a
26:51legal and you come and tell me that I'm
26:52probably not going to trust you but if
26:54you're somebody that carries themsel
26:56with confidence you've got a track
26:57record of success you're articulate
26:59you're empathetic and you listen just's
27:01more likely it's going to happen so the
27:03science is really understanding what are
27:05what's the science of trust what is the
27:07science of communicating in a way that
27:09people will listen to you and so all of
27:12those pieces we cover in the book from
27:13storytelling to uh the construction of
27:16of a talk to you know body language
27:18sequencing timing there's so many
27:20elements to go into but it's the
27:21underlying piece too is very
27:23philosophical because if you think about
27:26a life with no influence imagine walking
27:30in a room and no one noticing telling a
27:32joke and no one laughing sharing an idea
27:34and no one caring selling a product no
27:36one buying casting a vision and no one
27:38following it is one of the worst of
27:41human experiences to feel that invisible
27:43and that insignificant and so then you
27:45bring influence back I walk in a room
27:47people take notice I tell a joke people
27:49laugh I sell a product people buy I
27:50share an idea people love it I cast a
27:52vision and I watch people mobilize and
27:55take action that's one of the Great
27:57greatest experiences that we could have
27:59why because well without influence any
28:01of those scenarios if I'm in a meeting
28:03and I feel insignificant I'd be like why
28:05I'm in this meeting if I'm in a
28:06relationship feeling insignificant I go
28:07why I'm in this relationship people feel
28:10that way about life why am I here I
28:11don't see any significance to what I'm
28:12doing that's a sad place but if I know
28:16why I'm here meaning I I do this and I
28:18watch that happen and I feel significant
28:22I feel visible I know why I'm here so
28:25really we just answer that question of
28:26purpose through influence oh my God I
28:29love that because that is the essence of
28:32it when you actually start walking
28:34through it blindly you don't recognize
28:37it when you become cognizant of it and
28:39break it down literally as a science as
28:41you've done that makes us face it and
28:45not only face it it makes us correct
28:48Behavior to be able to actually get to
28:52where we want to be yep I agree you also
28:56talk about Val value a lot Define
29:01value so let's put it in two places
29:04there's there's uh relationship value
29:07value sometimes both together is
29:11exponential but there's relationship
29:13value meaning there's the intangible
29:15value of a relationship somebody listens
29:17they're there for me I can depend on
29:18there's loyalty there's trust and you
29:20know their family there's that's a value
29:22in of itself the hardest part for people
29:25to understand is that that doesn't
29:27always equate into business and a
29:29business is a for-profit entity now the
29:31means by which you get to for-profit
29:33should embrace the value of humans right
29:36because we're doing business as humans
29:38and but there's no there's no platform
29:41the business doesn't have a platform
29:43profitability and so it's somebody that
29:46says well people over profits I hear
29:48that but what if there's no profits that
29:51means that there is no jobs and if
29:52there's no jobs people have to go
29:54elsewhere and that's not about saying I
29:56just value Mone money over people I'm
29:58saying hey let's all come together and
29:59identify that we do need to create a
30:01profitable business so that we can play
30:04in this area together to help people and
30:06so that's a that's a a mind shift that
30:08needs to happen and when people just
30:10Embrace that it's not about choosing
30:12it's there's a sequence to it so that I
30:14can get to this what life it's about
30:17enjoying life what sometimes I have to
30:18not enjoy life so that I can enjoy life
30:20I have to not eat all the bad foods and
30:22not smoke and not drink which might be
30:23enjoyable in that moment so I can enjoy
30:24my family and my kids and the things
30:27right and so that it's so that whole
30:31around um what that means and how we get
30:35to that really is what determines value
30:38now if you get into a manufacturing site
30:40you get into a business value is
30:41determined real very simply in only one
30:43way on one way and only will the
30:45customer pay for it that's right period
30:48yeah and if they don't it's not valuable
30:51now when you get into manufacturing and
30:53you get into lean Six Sigma and the
30:56quality Sciences the first step in that
30:58process is to identify customer value
31:01and then you assess the entire value
31:03stream every step that's taken in the
31:05process and sales would be from lead to
31:07close and afterwards before during and
31:09after the transaction that's the value
31:11stream manufacturing would be from the
31:12you know the supply chain in essence and
31:14how we get that all the way uh to the
31:16customer and you assess every step in
31:18that process with one question does this
31:19add value to the customer and then
31:21you'll get one of uh three answers well
31:24first it's either yes or no yes you keep
31:26it no then you have two more questions
31:28to answer is it necessary because they
31:30call it waste muda it's Japanese for
31:32waste and if it doesn't add value that
31:34means it's muda and so then Japanese say
31:36okay so is it type one or type two
31:38meaning is it needed for the customer
31:39type one and you keep it it's just we
31:41got to make it really efficient as
31:42little as possible and if it's not
31:44needed and it does not add customer or
31:46value they cut it and all of a sudden
31:48you start getting well that's the true
31:50streamlining process value does it is it
31:53will the customer pay for it type one or
31:55type two and we start getting but this
31:57is a PhD sort of science approach to to
32:00it but it gives you a really clear sense
32:02of what value means and the other piece
32:06too is Jim ran used to say is that we
32:09don't get paid for the hour we get paid
32:12for the value we bring to the hour and
32:14what's the difference between somebody
32:15who gets you know $10 an hour versus
32:17somebody who's making 600 million
32:19there's only one difference the value
32:21they bring to the marketplace because
32:23you're not paid for the hour you're not
32:25paid because if you were to paid for
32:26time then you could to show up and get
32:27paid but you're you're paid for what the
32:30market determines that you're causing
32:32during that time and the market is also
32:35reality your industry knows this better
32:37having imagine a customer saying oh I
32:39want 500,000 but Market data says it's
32:41worth 300 well sell it I don't care what
32:45you say the market determines this value
32:48now I have a slight role in my
32:50presentation ability my ability to build
32:52trust and my ability to get it out to
32:53more people and my marketing to be able
32:55to sort of influence that value a little
32:57bit but I can I can create this facade
33:00of value but at the end of the day there
33:01is this comparable thing of where on
33:03this house why did I spend $200,000 more
33:05than I should have and so we have to
33:08embrace reality in that sense as well
33:11but then you go even deeper you bring
33:14relationship value to the business table
33:16now of a sudden we're really able to
33:18play people will say no to a lower price
33:20to say yes to you because you're in
33:22something together and that is really
33:25really cool oh I love that and it's also
33:27the other component of value and I love
33:29what you actually did at at your um at
33:32your speech at goldbart where you use
33:35chicken right it's sort of like you
33:38could be a $1 nugget at a fast food
33:42restaurant or you could be a $150 plate
33:46under a a glass Dome and you'll gladly
33:50pay that but it's the same chicken yeah
33:53a piece of chicken with no story ends up
33:55on a dollar menual at KFC
33:58a piece of chicken with a story we'll
33:59eat it off a tasting menu and we don't
34:01look at the price and it's just the
34:03story and if you look at you know
34:05everybody listening there is no patent
34:07monopolies in real estate there are none
34:10and there's no true differentiators any
34:12technology we could replicate if we
34:14wanted to and the it's the the truest
34:18definition of all of that is really hard
34:19to replicate so what's your
34:21differentiator it's your story meaning
34:23what is the experience around working
34:26with you what is it like it's now when I
34:28say your story I'm talking a lot more
34:30than well I was born in Florida that's
34:31not what I mean if that story is a value
34:34to the customer then it is part of the
34:36story but the story might be when you
34:38work with us you will feel taken care of
34:42you will feel uh uh you will feel valued
34:45and you will feel like you are making
34:47the right decision because we know what
34:48we're talking about there's a potential
34:49story well prove that to us how'd you
34:51learn that now tell us a story about how
34:52you able to achieve all that and that's
34:55part of it well part of your story I get
34:57I saw you on on on TV hosting that home
34:59and I just think man that just build a
35:01lot of credibility so there's part of
35:02your story so there's so many aspects to
35:03approach it from yeah I love that tell
35:06the viewers about your podcast I love
35:07your podcast too thank you well I've got
35:10um yeah podcast is uh it's fun you can
35:13get on our website meet rene.com I just
35:14realized I have it twice on my thing I
35:16should probably switch that um but uh
35:18yeah it's on meet rene.com you click on
35:20it it's it originally started when I was
35:22writing the book I would write a chapter
35:23and then do a podcast about it and then
35:25write a chapter and do a podcast and
35:26find chapter into a podcast and it was
35:27just singing me talking to the camera
35:29yeah and the second season I started
35:31inviting people uh in fact let have you
35:33on mine that would be a fun conversation
35:35let let's just book that for sure um and
35:38but I'm dead serious let's do that
35:40that'll be fun and so I started
35:41interviewing people for season two you
35:43know people like Hal Elrod and and uh we
35:45had Ryan Lavarnway he's got a World
35:47Series pin we've got um who else do we
35:50got on there uh Neil Ford who's one of
35:52the top 10 most decorated creative
35:53directors in the world we got some
35:55really really cool people that um uh
35:58yeah so there's that and so really
36:00trying to understand you know the
36:02aspects of influence that these people
36:04have had you know through their story my
36:06job is I try to draw out the essence of
36:08the replicable applicable uh nuggets
36:11that come out of there I'm very big on I
36:13mean I think story is really cool and
36:15history history is really cool but I
36:18want to know what can I do with that
36:20lesson and that's sort of the role I
36:21play on the podcast love that now final
36:25question which I ask all of my guests
36:26and of course I didn't sort of give it
36:28to you beforehand because I love the uh
36:30impromptu of it let's bring it in your
36:33book of life what is this chapter called
36:38why damn that's a good question is it
36:41good yeah if this yeah because I Love
36:44Thinking of Life as a book and every
36:46year you write a book and or this every
36:48your whole life is a book if this
36:52it um and I'm trying to find the word
36:56but I'm feeling feeling like this is
36:57this is the the word that keeps coming
36:59to mind a sense of Awakening there's a
37:02sense of um because I feel like I'm just
37:04getting started I mean I'm 30 years into
37:05this game yeah but for some reason I
37:08feel like I'm brand new and I feel like
37:10I'm like okay oh this is how this works
37:12and there's this Awakening that's
37:15happening where uh I'm being called into
37:18something bigger and so my mother used
37:20to always use the term call to power so
37:22let's go with that a call to power oh
37:25that's powerful well I want to end right
37:28there with that call to power Renee my
37:31brother what an amazing amazing time
37:34with you uh it really is extraordinary
37:37for those that don't know you uh it's
37:41meet renee.com this man is an incredible
37:45human being has touched the lives of so
37:48so many people including mine and um I
37:52love spending time with you my brother
37:54oh man the the honor and the pleasure is
37:55mine man you're doing such great things
37:57I'm I'm excited to uh just engage more
37:59and and I hope uh everybody got a lot
38:01make sure you follow it's uh learn with
38:02Renee I was going to try to shift that
38:04but learn with sorry there it is no no
38:07but meet Rene meet rene.com is a website
38:08but you can follow me on Instagram on
38:09learn withth Renee there you go all
38:12right my brother thank you so much thank
38:14you my friend see you very
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