Julian Goldie 0:00
Every single day I asked myself, What do I need to eliminate to move faster? Because there's an infinite amount of things you can do to market a business or to grow it or to get more sales. But actually only a tiny fraction of them actually matter and move the needle. So, for me, it's all about focus.

Itamar Marani 0:17
Welcome to today's episode, guys, today, we have Julian with us. Now, most of you guys listening to the podcast are entrepreneurs as well. And Julian might have been in a similar place than you, he was already doing very well, he already had a seven figure SEO company. But in his own words, he was doing a bit too much feeling a little bit burnt out and not being as efficient as he could be. And since we talked last month, we chatted a little bit. And he shared me some very interesting insights, things that he's had flipped the switch, since he's on the program that have helped him really get to a new level. So I'm very curious about some of them. And I'm looking forward to him sharing his lessons. So first off, welcome, Julian, thank you for coming on the show, man. Good to be on.

Julian Goldie 0:53
Thank you for having me.

Itamar Marani 0:54
Yeah. So from your words, could you please describe for the people first where you were before the program, and where you are now, after the program from an essay a clear results standpoint,

Julian Goldie 1:05
Sheila, so before the program, I knew there were certain things, I think there were certain limiting beliefs I had, previous to the program that I needed to overcome, that were holding me back in business, and also just in life in general. And on top of that, I was genuinely doing a bit too much. And that's always been the way my personality has been, like trying too much try and do more. And you always think, like, more is better. I think as an entrepreneur, you try and throw the whole kitchen sink at a problem. And that's pretty much where I was at before we started working together.

Itamar Marani 1:46
Yep. And where is it now? Is there a switch? Because that's what you mentioned. That was interesting.

Julian Goldie 1:52
Yeah, so right now, I mean, the last few months, April, May, sorry, March and April, the revenues up 120% Each month, which is awesome year on year. So good results there. But also, everything is a lot more efficient now. So instead of going down that more, do more, hire more, try and sell more services, rabbit hole. It's been more about elimination this year, really, and doing less, but doing it better. And being a lot more efficient along the way.

Itamar Marani 2:30
There's also as I remember, you said staff is down but revenue and profits are way up. I think that's a good combination. That's the right way to go about this. Yeah. Go ahead. So first off, congrats. That's awesome. What I'd like to ask you first off, is what do you think, from your perspective? was the main thing that enabled that shift? Was it a belief that had to be shared? Or the change of the mindset around this kind of thing? What was it for you was to say this was the lead domino that actually enabled this?

Julian Goldie 2:59
So there were two big sort of dominoes. The first one was I didn't I mean, I would say one of the biggest problems was caring too much what others think. And then that issue affects everything you do in life. Because, for example, if you're running a personal brand, but you care what other people think or, you know, it's going to stop you from doing public speaking, it's going to reduce the reach of your content. It's going to make you shy away from certain opportunities. And so this one limited belief was actually blocking me from the whole marketing and the sales side of the business, which led to diminished returns, basically.

Itamar Marani 3:43
Yeah. So can you share what was your process of first on earthing that that was the blocker? And then what was it for you that made it clicked? This is something I should let go, or how did you overcome it? Because I'll say why? Because usually, like, one person's example, it's 1000 other people's example, as well. And I think if you can share your process, a lot of people be like, ah, that clicks for me as well. I can utilize this tool for myself.

Julian Goldie 4:04
Yeah, I think one of the biggest problems was like a fear of judgment, honestly, and like wondering what other people would think, I know that when we work together, we talked about how that idea or that fear of being judged, for example, in your content, or if you do public speaking or like, Okay, you come out I do SEO. So you come out and say that you do SEO, people like you're a fraud and you don't make a bazillion dollars of SEO. So therefore, you're not going to well, actually, first of all, you don't really have a face or a name to that person. Like it's just someone out there and distance. Number two, one of the biggest things was like it's kind of a mirror of you, right? So if you judge other people, subconsciously, until you make the subconscious conscious, you will be insecure being judged. And that that mirror filters down across everything in your business. But that was a big part of it.

Itamar Marani 5:06
That's how you felt that you felt like there was this fear of judgment and you recognize there's not a specific person actually care about that, I'm afraid will judge me for this. It's just this weird, ominous thing.

Julian Goldie 5:16
Yeah, it's just like more. You don't know who, but you have this vague idea that yeah, they

Itamar Marani 5:23
very van was that the thing that allowed you to not have such a stronghold anymore? Once you recognize Oh, it's just Amish they and it's not the people that actually care about? Was that what allowed you to actually say, Okay, this sounds something I want to give that much power to me more.

Julian Goldie 5:38
That was part of it. Yeah. And I think as well just, you know, excuse my French, but you have to learn to just not give a fuck, like if you really want to get out there. And you really want to grow your brand. Like, for example, if you look at my YouTube channel, a few months ago, we used to get like, maybe 300 views a day. Now we get nearly half a million a month is like, it took me three years to get to four and a half 1000 subscribers on YouTube. And if you look at the last 90 days, we're up to nearly 20,000 subscribers.

Itamar Marani 6:14
Do you think that's because you're just more free to be yourself and say your truth? Those?

Julian Goldie 6:18
Yeah, exactly. And if you speak, if you see a lot of the comments, or when I speak to other clients who come on sales calls, a big part of that growth is just being authentic. Like you don't feel like you have to present yourself in a certain way. You just show up and you beat yourself like you guess.

Itamar Marani 6:36
Yeah, so the moment you kind of let go of that fear of judgment by other people, you're like, Okay, I don't care anymore. So I'm not going to try to fit this mold for other people. Yeah, for myself. And once that came across the board, like I really like this individual, because actually, someone I believe is actually a genuine individual.

Julian Goldie 6:53
Absolutely. Yeah, that's it as well. The other thing that ties into this, and I don't want to go off into a crazy tangent. But I remember one of the things that hurt the most but probably led to the most growth was when you said, like you basically said, I'm not assertive enough. Yeah. And that was another problem that was leaking down, especially when I was managing people in the team. And I had to make tough decisions. And I was going down that sort of nice guy route, I would say. So when I do videos now, there's no like trying to present myself as like a nice guy or anything like that. It's just no bullshit. Let's cut the fluff, let's get straight to the point. I'm not here to waste my time, especially not going to waste your time. And I think that was really well, when you're marketing yourself. Yeah, because again, it's authentic.

Itamar Marani 7:42
Can I dive into that, I think this is a really important thing. So I remember when I initially met you, what people had told me about you, and the level of success your company has, and also like the kind of results you guys get. And the person who actually met, I was like, it's not, it doesn't match, it didn't meet my expectations. I expect it to find someone who was much more confident and assertive within his like, this is my area of expertise. This is where I'm competent at and I'm feel free and comfortable with it. And that's what I meant when I said, I didn't say you were a server, I remember that. I remember saying like, Julian, Can I be honest with you here, you don't carry yourself with the kind of poise that someone in your situation should. Yeah. And that was the big thing of that, for some reason, this person who's obviously doing very well and is very capable, doesn't believe that or doesn't give himself permission to act in a way that would signal that. And I remember, he also messaged me after after the, I think was a little of the last week of the program. He messaged me afterwards. And he's like, Man, I really appreciate it. No one gives me that feedback. I mean, yeah, no one tells you that. Yeah. But it's like when I see you these days, you're you're completely different guy, your energy, the blink test. That's what I said, Like it didn't pass before. It's a very different thing now. Like now when somebody says like, oh, he probably knows his shit, just by the way he's conducting himself.

Julian Goldie 9:00
It's so funny. You say that? Because I've been on two sales calls in the last seven days. And they've both talked about the blink test. Yep. And that's led to more sales from clients. Because the light Listen, Julian, I can tell you one of the good guys. And I'm not just saying this as like a story about the library. I can tell you one of the good guys, I can just see that with a blink test. And you're not full of BS, like a lot of people in the industry. So that's why I trust you. And that's why I'm gonna buy from you. Yeah, it makes such a big difference.

Itamar Marani 9:30
Does that I want to ask you that. So what do you think gave yourself permission? Because it's interesting, a lot. It's very unique. Usually the wooden guys have a big surge in like as a confidence or how they're comfortable portraying themselves. It comes from them removing a certain insecurity or a certain belief and for you as more so you just needed to be totally listened to it. It's okay to do this to actually step into who you are. That's what it felt like it was just like, Yeah, I thought that you were that was not actually a good thing to do. And I wonder where you pick that up? It is actually not advisable to just be yourself and speak your truth, so to speak.

Julian Goldie 10:04
I think, honestly, I never saw this coming. But for me, I do a lot of reading and a lot of learning. And, you know, you read these business books, especially in management and leadership, they talk about how you want to be a great boss, you want to be someone that your team likes, because if they like you, they're going to work better for you.

Itamar Marani 10:24
And can ask more books, these are, if you're willing to share, I think one

Julian Goldie 10:28
of them might be called How to Be a good boss. But even stuff like, and this was recommended by a lot of people, but What Got You Here Won't Get You There. Okay, which is a great book. But it talks about removing, it actually talks about removing assertiveness in one part of the book, and not, and sort of going with the flow of what your team says, rather than challenging them and trying to raise into another level, which leads to great fret. If you, you have to be willing to say what needs to be said. And just call it out straight away.

Itamar Marani 11:02
Yeah, I think what you said, there's a very interesting thing about how you pass the blink test that you're one of the good guys. I think, if you have, if everyone has a clear understanding that you're not just trying to be mean, or trying to just be cruel, or whatever, but you do have good intentions for them. And you're intended for them to be able to grow and really succeed. And therefore, you're being assertive and helping challenge them and helping them challenge themselves. It's a very big difference than just being like, Okay, guys, like who feels comfortable? What do you want to do? Which I think Yeah. Yeah. So how did that impact your team when you shifted? Because that's a big shift to make from salary guy, like, why do you want to do this? How we're doing it? Would you be open sharing about kind of how that came across?

Julian Goldie 11:48
Yeah, I think this is one of the other big lessons I've learned, especially about running a business is just, for me, particularly what works is having a culture of honesty, and saying what needs to be said. So and doing it in a way that's there's a very big difference, right? Because what a lot of newbie entrepreneurs do when they're working on mine, is a they come from an emotional perspective. And they call stuff out from a note or an emotional way, like in terms of being angry, or in terms of trying to make someone feel stupid for making a mistake. And that's not what it's about. It's about this very logical way of giving feedback. But being directly honest, and you know, culturally with the team,

Itamar Marani 12:29
can you share your process there? You're you sound like you have a formula. Can you share? Like, what is your formula for this? How to give feedback?

Julian Goldie 12:36
Yeah, for me, it's like, right? Listen, I believe in you. You've grown so much since he worked with us. And here's, I think I can get used to the next level. And if you do this, everything will change. And yet, and He's genuinely true. It's not like I'm just saying it's some some sort of carrot and stick method. It's not, it's actually about helping that person grow. And if you look at the people who've been with me the longest, they've transformed totally misspeak. And in the skill sets,

Itamar Marani 13:05
I think what you're saying here, the way I would encapsulate it is to tell people, you're better than this. And I believe that you're better than this, that I'm going to champion because I think you're better than this. And this is bad. This is annoying me, this is frustrating me, because now I have to deal with it. But when you're, you're better than this, and I'm challenging you because you're better than this. And I know you're better than this. People actually really, the certain kinds of people will really appreciate it.

Julian Goldie 13:28
Yeah, yeah, exactly. And then from there as well. You know, some people need the hard coaching, in terms of resetting expectations. Because if you let things slide, you get what you tolerate. So if you allow people off the hook, and you don't say what needs to be said, then it leads to so many bad habits, so many problems in the culture, so much bureaucracy, in a team that's not even that big, but it filters down and everyone starts operating like that. So you have to call that call that out straightaway.

Itamar Marani 14:06
I love that you said that. It's not you don't get what you expect or what you hope for what's fair, you're able to tolerate. And that's a big thing. I'm gonna share my perspective on this, I am comfortable even with the coaching. Anybody that thing that I told you, that was a very difficult thing to say. So I recognize what I'm going to say the word per word, like if it was written text, that'd be very difficult to absorb. But if I can package it with such obvious care, and a desire for this to be something that would be betterment for you. That's all I can hopefully to be received. So the words are very blunt, but the tone is very compassionate. And I think that's why you were able to receive it and I'd be like, pardon my French but like F Itamar

Julian Goldie 14:47
I don't it Yeah.

Itamar Marani 14:52
There was no way around that. Yeah, to be still be able to be absorbed. Like it was a tough thing that needed to be said. But it didn't and it was okay for it to hurt. Everybody didn't want you to get to a place where you were defensive, and then you couldn't absorb it. And you can actually help you. Because the goal is to help you it wasn't to call something out, it was to genuinely replace, I want to help you.

Julian Goldie 15:10
Yeah, that's the other thing. I think, you know, we've that whole, this heal from those sort of books, right? It's like you have to, with those self development books, he talks a lot about taking feedback. But you also have to be able to edit it, right? Because for example, if you have someone coaching you, and they give you advice, you still got to think about it yourself. Right? You get like a list of a lot of things to do as a CEO. And then you've got to separate the trivial many versus the vital few and figure out, okay, what are the biggest things that are going to make the biggest difference?

Itamar Marani 15:44
Yeah, that was a big shift for you, I remember you bringing this up as well. So can you share what were for you the switch around that? Because you said in the past that you've hired a lot of consultants, and it would just create more to dues instead of more results? So what was the shift for you? They say, Okay, this is actually what's gonna be the impactful things, the vital few, as you say, that I'm going to focus on.

Julian Goldie 16:07
Yeah, for me, it's like, every single day, ask myself, What do I need to eliminate to move faster? Because there's many, many things, there's an infinite amount of things you can do to market a business or to grow it or to get more sales, but actually, only a tiny fraction of them actually matter and move the needle. So, for me, it's all about focus. And I saw this as well, when you're interviewing Scott. It's like, quite often, when you look at the people that achieving the most, it's not what they have is what they lack. And the biggest gains come from subtraction. So if you can eliminate all the stuff that doesn't really matter, to the point where maybe something breaks, but you eliminate it just to see what happens. That makes a huge difference. So I'll give you an example. Right? So we were talking about profit marches. Profit margins are way higher than they were last year. That's because, you know, it's ruthless, but in a in a way that has to be done to protect everyone in the team, is the fact that anyone who was not providing an ROI, and we were basically carrying, has to leave the company. For example, you know, we had a big marketing team. And we have we it was slowing us down to the point where our results are not growing. And as soon as we change that, we'll huge gains for crazy gains, you

Itamar Marani 17:33
can ask how that felt. Because for again, you're very different. I noticed the person I'm talking today is very different than the person that I met a year ago. But the person I met a year ago was definitely someone who didn't appear that he was comfortable with any kind of conflict. You're in a confrontational individual. Yeah. And I'd love to hear your perspective, like, how did you deal with that, of having to say, Okay, I'm gonna have these cuff Conversations, I'm gonna have to go from place where we didn't have them to all of a sudden, I'm going to have them. And this is kind of a little bit does that fear possibly of rejection by others of judgment of oh, he's not Who do you think he is, whatever it may be, I'd love to hear if you'd be open to sharing this is kind of went on my head. And this is how I managed it.

Julian Goldie 18:15
Yeah, for me, I was obviously worried about how people would react, what they think and you know, is horrible get rid of someone, because, you know, it's gonna affect the whole life, right. And I have a lot of empathy for anyone who's in that situation. At the same time, literally, no one complained. At any part of the process, it was totally obvious because, for me, the big part of it as well was he was very logical. And if I could separate the logic, from the emotion, for example, all of those decisions with data driven decisions, I could literally put someone's name on a spreadsheet, next to how much ROI they were bringing. And if they were profitable, or not, and if they were not profitable, it didn't make sense to keep that person. It's a business decision.

Itamar Marani 19:01
I honestly think the biggest lesson from that, what I hear from the side, and for most people that struggle with this is for you from what it sounds like you had the freedom to just make a logical decision. Because you were so clear on this person's metrics. I think a lot of people don't have the proper metrics, how to assess their employees. And they kind of just say, How do I feel about this person? Is he productive? Is he helpful? Or is he not? But then it's also how do I feel about letting someone go and having that conversation? They're just in their feelings? And because you had such a clear dashboard, it was, I think that's honestly probably was the thing that enabled that to be not as difficult as it needed to be.

Julian Goldie 19:38
Yeah, I think there's two things there. Number one, you got to separate facts from opinion. You do that with the data and the KPIs. And number two, you have to realize, and I realized, especially this year is like, as your emotions go up, your intellect goes down. And if emotions in business is terrible, it sabotages everything. So you've really got to be as long Schwarzenegger.

Itamar Marani 20:01
Great. Cool. So I want to go back a little bit, because we kind of touched on something that I want to touch a little bit more on. I think most people don't subtract, because it's scary. It's we're sometimes sure we're not good enough, what we're doing is not good enough. So the basic answer is, let me do more. First off, let's do more. And you said you even took it to a different extreme, we're saying I'm okay, subtracting even to the point where we subtract a little bit too much. And it's a very big shift from what you're saying how in the beginning, you just choose to add more and more and more, one more. I'd love for you to talk a little bit more about that. Like what enabled you to feel comfortable saying, okay, naturally, I want to add more, because I feel like we're not doing good enough. But I recognize that maybe we should try subtracting and just how that process was for you.

Julian Goldie 20:50
Yeah, for me, I mean, the first thing I did was, obviously, after our workshop, where we looked at what we needed to eliminate. When I looked at all the entrepreneurs who were sort of on the next level to me, they were all about efficiency. And eliminating, I think one of the best things is focus, right? Because focus is one of the biggest multipliers you can have. And if you're distracted, and you're doing Twitter, and you do YouTube, and you do in LinkedIn, and cure, and whatever, you focus all over the place to the point where you're not posting and. And if you're not posting, that's going to filter down to your work and everyone else in the team as well. One of the best activities I did. And I still do this today is a track every single minute that I put into the business. And I can easily see, I can easily ask myself the question, is this profitable and productive? And if it's not, then it needs to be eliminated. So for me, I think just remove all the stimuli. And say no to everything that is in your priority.

Itamar Marani 21:56
So this is really interesting, because I'll say why usually what I see, I'm starting to notice the pattern here. Usually, what I see is that removing stuff requires a belief in oneself. Because you're saying, Okay, I believe that if actually have more focus, I can create better outcomes. That's a now most people struggle with that belief. Now, the way what I'm noticing as a pattern here, is that because you had such clear data, it wasn't an emotional thing have to actually believe this, you're doing not you're just looking at this, okay, if I focus down actually do this is day 20 of it. So it actually gets results. And you're the first person I've talked to with regards to the the mindsets, because you had a really aggressive shift. And what I'm saying here is like, the more data you can collect, the more you think you don't actually involve your emotions, you can just look at it from a very dry, factual manner. And that's kind of been a real Sledgehammer for you just to have all that data. Is that accurate?

Julian Goldie 22:54
Massively, yeah. If you can swap facts for opinions, you wouldn't. And that's the other thing. If you got you, you get in so many different opinions from everyone else as well. Right? Like the content, the content you consume, your team's opinions, any consultants or coaches you have. And the only way to ever sit down without feeling overwhelmed. It's just to think, Okay, what's actually going to move the needle, because it's only one, two or three things if you try and do everything and stuff. But if you just focus on one or two, three things, you're removing the clutter in the junk.

Itamar Marani 23:29
So I do have a question here. That's interesting to me. I didn't teach you all this kind of stuff. Like I didn't give you dashboards for tracking the data for tracking your minutes for tracking each employee's ROI. Fat was something that you were doing before. So what was the thing that caused you to say, Okay, I have this data. Now I feel comfortable actually utilizing it, so to speak.

Julian Goldie 23:50
For me, well, so in January, when we had such a big team on board, it was the first month in the entire history of working, I've been running this company for six years, where we didn't make a profit. And it was a big, big, like Lebel at that point. And to the point where, you know, you got 100 grand payroll, Bill, but you're not getting paid anything yourself. And you're working seriously. How do you like, what am I doing here that I've totally mismanaged this? And then from there, just reverse engineer, okay, is what I'm doing wrong? Here's where all the waste is. And how can it be more efficient every day? There was a really good book I've read called the road less stupid. Yeah, great book, amazing book. And he talks a lot about you don't need to do more smart things. You just need to do less dumb things. And that's pretty much what was the case. So every single day, I will do like a one hour thinking session using the questions from that book. And that gives me far more clarity to make better decisions. Yeah, yeah, I know. The other thing is well scares me it's like, that was at a seven figure level. When is it seriously, it was scary, like not making a profit and having a big wage bill to cover. But I think he lost like $100 million, or something like that, and made it all back eventually. But the sooner you learn these mistakes, the better because otherwise different scales, it can be weightless.

Itamar Marani 25:22
So for what I'm here for you, basically you have these things, but all of a sudden, when in reality slapped you and said, Hey, this thing that you're doing isn't working. This method, this mindset, this is called managerial process or formula. And then you're like, Okay, I'm gonna shift gears. And then because I can rely on the data, I can do this very efficiently. That'd be

Julian Goldie 25:42
Yeah, exactly. Yeah. And then it was a case as well of like, every day, just asking the right questions like, Okay, what do I need to remove to eliminate faster? To move faster? What's getting in my way, was draining my mental energy.

Itamar Marani 26:00
Was there anything there that even with the data, you still felt uncomfortable?

Julian Goldie 26:06
Yeah, I mean, 100% earnings? Yeah, with the firings? For sure. Because some of those people you build really good relationships with. And you know, that you you get along almost as friends. So it's difficult when you have to have those conversations. But at the same time, everyone totally understood.

Itamar Marani 26:27
Yeah. Because you were just able to say we're not profitable. These are your metrics. Therefore.

Julian Goldie 26:33
Yeah, exactly. Exactly. And every single one of them got 12 weeks to hit those KPIs. Yeah. But didn't reach them. So it was very obvious. Yeah, that's great.

Itamar Marani 26:43
You're able to completely separate it from a personal thing that like, I feel like you're not really doing as good as you should be. It wasn't that at all. It was just like, this is the metrics is when he's happening or for the company succeed, and therefore this might not be a fit.

Julian Goldie 26:55
Yeah, exactly. is

Itamar Marani 26:57
beautiful. I want to ask you a bit about burnout. Because you said you were teetering on the edge of that before that. Why do you feel like that's changed? Is it the actual you're doing less things? Or is it a certain peace of mind? Or the sort of the, you don't feel this kind of sense of pressure about being a different kind of person? What is it for you, that change got you out of that sense of burnout?

Julian Goldie 27:19
To me everything slicer, you know, because, for example, when you have less people, you have less stress, less problems, right, less people to manage Less drama, so that makes everything easier. Number two is when you're doing less, but you focus more on doing those things better. All of a sudden, your results are better, which makes everything more comfortable. Number three, of course, is being profitable. And it tends to be definitely helps. And it's such a such a rewarding journey, really see that the eliminations you make in the progress you make so far, leads to higher profit margins. So that makes you far more motivated. And I think as well, the final thing I would say is like, you're not constantly wondering, okay, what's the next step? What do I need to do? Because when you have so much going on, you can't see very clearly, the water is very murky. Whereas when you let everything settle, and you focus on efficiency, you're not like, right, there's only three things I have to do every single day, I'm just going to do those keep rinsing and repeating and the business will work. And it's very, very simple. You just have to show

Itamar Marani 28:37
of hands were found I want to and I want to repeat this basically, for everybody listening. I think most people don't do that, because they don't believe enough in themselves to say these are if I just do these things, they'll make a big enough impact. And what's beautiful is that Julian created a kind of structure, we didn't have to even have that conversation with himself so much because the data so clearly showed it. Because he put that legwork to create this like dashboard, where you can see the data, what activities create a high ROI. It wasn't as challenging to believe in yourself, because you say, Oh, if I just spend more time here, it will actually be effective. Is that accurate?

Julian Goldie 29:11
Yeah, exactly. I think along the way, you know, you will be you will be tempted to do anything else but the work. You just have to learn to say no. And it's typically down sacrifice, right? Like for me, for example, last year, if if I analyzed the year in quarters, there were some courses where I wasn't that focused, where it's distracted, I was doing music, I was traveling, doing other stuff, but you really have to get clear on what's the most important thing. What's your vision, and then from there reverse engineering funnels. Yeah.

Itamar Marani 29:45
We have a mutual friend who I want to say by name that I remember one of our other friends was saying his business didn't do so well. He's just been like kind of partying a lot and all of a sudden, like the markets changed a little bit and his business is doing so Well, and I was like, yes. What do you mean? Yes was like, yes, if you party a lot, then things can like that can happen because your focus anymore. And this is the reality of it. It's a give and take to you, sorry, what

Julian Goldie 30:14
is the price you pay, isn't it? You have to pay a price and sacrifice everything.

Itamar Marani 30:18
Yep. Everything comes with a price of admission, like success comes as the price of admission. That's what I was always taught. And it makes sense to me. So when asked this, is there any kind of parting words you want to say this is something that really helped me this is I think something that can help other people who are also just kind of doing too much stuck in it, perhaps managing from a place where they're not assertive and just feel obligated to be this other person. So people will judge? Do you have any kind of words of wisdom, from your experience, this is something that really helped me that we didn't cover yet that I do want to share.

Julian Goldie 30:52
If you want to move faster, eliminate more, and stop caring what other people think. If you can work on that every single day, just move 1% forward on that belief. Everything else gets easier. Yeah, I think as well, it's very, it's very hard before I started working with you to understand what the outcome would be. And it's hard to step back from yourself and see objectively, the situation. But the thing is, you keep running in circles, if you don't have anyone else to call out your own bullshit.

Itamar Marani 31:25
I appreciate that. I'll share my lucky and how to care less about others. But others in general, it's first off, like you said, acknowledging that oh, this is not people that actually care about these aren't my close friends that I care. There's this ominous day. And then to recognize who do I want to actually, like think highly of me in to cherry pick those people? Because then I can say, okay, these are the people I admire, I look up to people, I respect them in various verticals as well. Some people for health, some people for business, some people for family, whatever it may be, and say okay, well, this action will they think it's a good thing or a bad thing? Because, for example, you being more authentic in your content and all that I'm sure that people you actually care about, they'll like, right off the bat do it. Yeah. And also, last part, for me, I'm very clear on who I do not want approval from and I just ignore it. And I recognize that some people and I come with it 100% Ready that some people can save negative things. And I just accept that as a baseline. I think we're so afraid of accepting that as a reality that sometimes we're trying to avoid it at all costs. But if you can just embrace the fact that, okay, whenever I do something is going to have some negative feedback, and I'm okay with that. It's really free. Like if you're trying to learn stand up comedy, and you're expecting some booze, that's going to be freeing. If you're hoping no one's ever going to not like it, you're not actually going to step on that stage.

Julian Goldie 32:46
Does that make sense? Yes, a normal part of the human experience, isn't it? There's going to be ups and downs and failures along the way. But you don't get better without doing those things.

Itamar Marani 32:55
And I think it's just to accept that. Like I said, I could accept it, that it's a part of it. It's not, it doesn't it's not a sign that something's wrong, you should back off, it just is it's a part of it. And it's perfectly okay. And the sooner you can accept that, the less you'll be deterred by it.

Julian Goldie 33:07
One final thing I would say that really helped as well. Was you looked at what are the value traits, that would be the biggest opportunities. So like, analyzing the gap between who you are and who you're becoming, we want to become who you want to become to reach those goals. And that makes a big difference as well, for example, okay, you need to be someone who says no more often, if you want to reach that goal you have.

Itamar Marani 33:36
Can you share what it was for you? What was the main bridge for you so to speak?

Julian Goldie 33:42
I would say for me, it was, it was that assertiveness that made a big difference. Yeah. Because then you have to have you have tough conversations. But you don't get you fine with that. And you have to be comfortable being uncomfortable with that. Yeah.

Itamar Marani 33:55
Beautiful. Hi, man. So I want to say thank you for doing the podcast, it's much appreciated. My main take your words were that sometimes the ease I say my the main one, just want to really key in on is that sometimes having these tough conversations is very difficult when you're not really clear. And when it's just I feel that this isn't going well. But when you actually do the legwork to collect the data, which most people don't, it makes things much more simple. Because all of a sudden, you're not trying to say I feel that things aren't going well. You can just say there's the numbers, this was working, this was not and you can say that both to other people as far as their actions that employees don't fit and also to yourself. Are my actions incorrect? Am I doing too many things that actually don't make sense? And making the effort to track that data can make the emotional conversation you have to have either with yourself or with other people infinitely easier because things are just more clear. So with that, I want to say this guy's you might be thinking like Julian's in a different spot, just because he's doing SEO is different kinds of business. But if you're looking at yourself and you feel bit burnt out, or perhaps a little bit overwhelmed or doing too much. It might be time to reassess. And I said, like, how long is this going going on? How long is it going to keep going on? I think he shared some very valuable strategies here. The first is taking a step back and give me some afternoon, subtract. But you got to make that decision. If you're willing to do that, like Julian said, like many, many other people that have worked with him usually said that addition by subtraction, that part of removing has been the most impactful part. It just requires courage. And what he's offered here is a way to actually reduce the amount of courage you have to have by getting clear on the data, which is really powerful. So I want to leave you guys with that thought, like, what do I need to remove? And what data do I need to make to actually clarify that? What should I remove much at night? Julian, I want to say thank you very much for coming on the podcast. Very insightful. Really appreciate it, man. And again, congrats on all your success. It's awesome, man.