897. Decide, Declare, Deliver: The Belief Shift That Changes Everything

Black Friday and Cyber Monday deals just around the corner from Launchpreneuracademy.com. We've got courses, contracts, the link membership, even the whole ball of wax all about to drop to their lowest prices of the year. This is your heads up to get ready, get logged in and get growing. Details coming soon, so keep your ear on the podcast and your finger on that refresh button. Launchpreneuracademy.com, helping you build a profitable lawn care business. Visit the site or use the link in the show description for more details. You're now listening to the Fullerton Unfiltered podcast. Straightforward, no nonsense business advice. Completely unfiltered. Grow your business. Grow your life. Now, here's your host, Brian Fullerton. Hey, what's going on guys? Welcome to another episode of the Fullerton Unfiltered podcast. That is your host, Brian Fullerton here, hanging with you guys and good morning. Well, really quickly, today's podcast episode, guys, I wanted to share with you my speech from Launchpreneuracademy live 2025. Now, there's a lot that I want to just share with you guys for a quick second before we get into this talk. And the whole thing that I wanted to just share with you guys is that Launchpreneuracademy live was one of the best that we've ever done ever in the history of our conference, which we have about 315 people, 325 people that come up to Novi, Michigan, pretty much on an annual basis over there in, you know, Novi, Michigan Suburban Collection Showplace, November timeframe. And in fact, next year, maybe I saved the date for you guys. I think it is November 7th that we're going to be running it back for LL 2026, which we're really, really, really excited about. We already got a bunch of speakers already lined up and ready to go, more to come. But this year was one of the best years that we've ever had. Everybody has said that. Everybody has felt that the growth in the room, the feel in the room was such a different vibe than, you know, years previous. And I really do believe it's because everybody's growing or a lot of folks are growing. I'm growing. The speakers are growing. The impact is being made. And everybody's in this very encouraging, you know, growth mindset, especially over the last 12 months that a lot of us have been getting around folks like Mark Bradley and, you know, coaches and peer groups and all the different conferences and events. Like a lot of people are really trying to grow a much bigger business. And again, it doesn't matter if you're going from a hundred grand, you know, in revenue to 125,000, like that's huge growth. That's awesome. It doesn't mean that you have to be going from a half a million to a million or a million to two and a half million. Like it's, it's not really any revenue rung that I want to like tip a hat on. It's just a fact that people like have their head in the game. They're demystifying business or demystifying growth. They're seeking clarity. They're knowing their numbers and they're really, truly learning how to lead people and grow a much bigger company and including themselves along the way. And that was like the whole vibe that came from Launchpreneur Academy live this year. Well, in my talk that I did want to release, and I'm not going to be releasing everybody's speech this year, rarely do I share anybody's talk unless there was a quote unquote really good one. And the point of me releasing mine is I just want my talk to be out there in the ethos, you know, everybody else's speech. That's their stuff. That's their content. In my opinion, you know, we've got the copy of it all and the live replay is for everybody who made it or even couldn't make it that bought a ticket. You get the live replay, which should be in your office any day now. But these talk that I did want to release this year was mine. And I felt like I did a really good job with this speech. In fact, I will just say humbly, like I put more time, thought and energy into this speech than any other thing I've really put together ever in the entire history of content that I've put out. I spent about three or four months writing this talk, refining it with chat, trying to get my point across with things that are absolutely relevant and important to myself. And I just humbly will tell you, I put a lot and a lot and a lot of time and energy into this talk. And I really hope that if you guys listen to it today or even come and revisit it one day later, maybe when you get a little bit more quiet time, you take some notes, you take some time to go through the things that I share because the whole perspective on it today and in my talk, I kind of give a little bit of a context to it, but there's a, you know, desire, belief and strategy. And everybody there that weekend talked, you know, leadership, mindset, strategy. How do you actually grow a bigger business? But my point for my speech and I knew that everybody was going to talk about strategy because I had everybody's speeches and talks and thoughts and we do a couple of pre-planning meetings throughout the year once a month for about three months with all the speakers and sponsors to give you guys the best experience possible, right? And I knew everybody's going to be talking about X's and O's and strategies and mindset leadership. And that's, and that's what they should be talking about, frankly. But before you get into the strategy of how to do something, you got to, in my opinion, you got to look at the, the software, right? What do we think? What are we believing? What's our perspective about growth or running and growing a bigger business? Like, is it something that I can actually do? Like, is it attainable or, or is just growing a business, bigger business, just some people are gifted, some people get lucky. Is it timing, right place, right time, couple of key hires, oh, they just timed the market. Oh, nobody was growing a big business in Dayton, Ohio in the 90s. So they just became the market leader. Like all these different thoughts and beliefs that you have about what it takes to become successful and build a bigger business. And so long, long, long story short, normally at a conference, a launch printer Academy live, for example, I go at the end, deliver a couple of thoughts, poke fun in front of some of the speakers. We kind of lighten it up as we're kind of landing the plane at four o'clock. And then usually we have our keynote with like a Sam Gemble or a Jeff Joyner. Well, I said flush that I wanted to go first. I said, I wanted to give you guys a 30 or 40 minute framework about how I've actually had to like reprogram my thought process over the last 10 to 15 plus years. And how I had to retrain my brain, challenge beliefs that I had coming into the fact and effort that I wanted to grow a bigger business and a bigger life, change my stars. The fact that we've started to do a little bit of that the last couple of years and seeing it actually come full circle, which is absolutely crazy and ridiculous. And how we actually did that. I mean, literally, that's what I wanted to share with you guys today. And I say that in the most humbling approach that you could ever imagine or I could garner up for you guys. And that's what I wanted to do. I wanted to set the stage that day where I said, look, we're going to talk about strategy all day. But before we do, like it doesn't behoove us to stack strategy on bad beliefs, right? Like if you think you can or you think you can't, as Henry Ford says, you're halfway there, then or that's the, that's the truth, right? So let's change our beliefs before we go into the rest of the strategy ad for the rest of the day at Launchpreneur Academy Live. And so the talk was a little heavy. I know a lot of folks actually gave me a lot of compliments on the thoughts. I had a couple of you guys that I've had some really great DM text exchanges back and forth talking about how that was the most impactful talk that you've heard pretty much ever because you guys are struggling to change those beliefs about yourself along the way as well, just like I have and still am in a lot of different ways. And so again, I just want to put a little bumper on here. It's not from a, hey, this talk was so fantastic. Look how awesome. Nothing like that. Very far from the truth. It's look how good these thoughts are, take them to rebuild a framework for your business, for your life. And in three, five, 10 years, look how quick that you could actually change your family's tree, your family's last name and your family's stars. And that's really what I hope that you can glean from just a quick little 25 or 30 minute talk that I was able to open up Launcher Academy live with this last couple of weeks ago in November. All right. So a quick little bumper on here. It's a fun talk. It's a fun speech. It's the only one I'm going to be sharing this year. We used to make the replays available. We're not doing that anymore. The idea is, look, it's not just the content that you need. It's the atmosphere, the environment, the community aspect. And so giving the knowledge away for a couple of hundred bucks sure can make a buck on that. But I'm not here for that. I'm not here to go make a buck on it. I want you to get into the environment where you make a decision to change your business, change your life. And you come back 12 months from now, 24 months from now, 36 months from now, with a business that's double, triple, quadruple the size. I don't think you're going to get there exclusively with just more X's and O's, more strategy. You have to get around the environment. You have to build these friendships. You have to get plugged into the community because that's really what's going to hold you accountable to continue to grow, especially when it's tough as you continue to grow a bigger business. And so the replays, we don't no longer make them available. If you ever do want to get the content, buy a ticket and don't show up. That's fine too. You'll get the replay. Like that's fine. I guess we want to end run on that. That's okay with me. But we don't make the replays available anymore. So that being said, once a year, I usually share one speech typically because somebody always does a standout breakout talk or a speech. And you guys have heard some of them along the way that have, you know, released on the podcast or on YouTube. But this year I'm going to be sharing mine humbly put. And I just want to put this out there in the ethos to leave some breadcrumbs to the Brian Fullerton of 10 or 15 years ago that I think a speech like this could really help out with. All right. So there you go. All right. Well, that's where I'm going to leave you guys today. A lot going on this week. We've got some great shows and some great YouTube videos coming down the pike for both the podcast and on the Brands on Mainans YouTube channel. We've got some conversation about Christmas lights. We've got some conversation about the new snow power that we scooped up another F4 team. We've got the leaf loader working. We've grown the operation side of our fall cleanup game, which has just been tremendous. So a lot of those conversations and videos are going to be coming up and down both on YouTube and the podcast. So make sure you guys check out both all week long. Last last thing I'll say, and then we'll do a quick little switch here and we'll get into it. I will say Black Friday, Saturday, Monday sales are going to launch on Thanksgiving. Check everywhere, you know, for all things Brands on Mainans to see what we are offering. I do know we have the whole ball of wax like 400 bucks off with promo code, save 400. I think it's save 30 or something like that for 30% off a site wide for all things Launch Pinner Academy and then link our link membership. I believe it's going to be code link 30 and again, double check the website and, you know, where we're sharing and posting our ads, but I think link 30 is 30% off the annual, which is going to save you like 200 bucks or something ridiculous. So that's an incredible value. Make sure you guys check all that out. If you've always wanted to be a part of link, you can do it for, you know, what, two thirds the price, which is fantastic or a third off. If you wanted courses, contracts, resources, postcards, all that stuff, 30% off, I think on the website. And if you guys want the whole ball of wax $400 off, not only is it a ridiculous, tremendous deal today, but we're going to continue to add and stack to that thing for the rest of time. And you always get lifetime updates, lifetime upgrades. So check out the whole ball of wax. It's all the courses, all the contracts, our employee handbook, the postcard designs, training courses, documents, resources, everything that we have, that is all going into the whole ball of wax. And that's basically a business and a box. If you're looking to start and grow a lot of landscaping business. So check all those sales out, they're going to launch Black Friday and then go through Cyber Monday. And then once they're done, they are done, no extensions, no extras. Sorry. That's the perks of Black Friday through Cyber Monday, starting Thanksgiving evening. All right. So I appreciate the support sincerely. That right there just helps us to continue to grow our content, helps me drive a second income for my wife to be a stay home mom for all of our kids. And that's what we do to continue to make some extra income on the side. So thank you guys for all the support. Seriously, that's awesome. All right. That's what I got for you guys. Let's do this real quick. Let's transition. You're at LaunchBird Academy Live 2025. And if you guys have never been, it's this and then some. All right. We have Marty Grunder, Sam Gemble, Mark Bradley, the Almonds, Justin White, we had so many great folks this year. Don't miss it. Don't miss it. Put a date on the calendar for next year, November 7th. Put a big circle around it. Make sure that you're there. Make a decision to go there. And we can't wait to hopefully see you guys at least one of these sometime in your career in the future. We'd love to have you. All right. Let's do this real quick. Mr. Producer, if you want, let's queue it up. Let's take it away. I'm on mom duty here. So excuse my mom brain, but I'm switching to business owner mode now. I just wanted to come up here really quickly and just say, I know we've said it a few times ready, but thank you for coming out and making this event happen. I know a lot of you drove here. A lot of you might have had issues getting through TSA also. So I know it's never easy to come to an event like this, but I hope you're able to sit here as well and turn your parent brain off, turn your husband brain off, your wife brain off and put your business hat on like we talk about so much on the podcast. And get what you need out of this event. Make friends. There's a reason if you've been coming to this event for a while, you know that the reason we do these big ballroom tables are so that you guys can connect with other people in the industry. We want you to make friends. We want this to be a community. So take the time and obviously pay attention on stage, but make friends around you too. If you came here knowing nobody, you should leave knowing somebody is our goal for you this weekend. Absolutely. Awesome. You're doing good. It's about all we got because last night, the kids were absolutely crazy. This week has been absolutely crazy. Anybody leave kiddos back at home and they've been crazy, a little bit crazy. We should have left ours. If somebody would have told me that it was a full moon, a blood moon, high tide and daylight savings all in the same week, I'd believe you because our kid was a thing. It was a full moon and it was daylight savings time and it's reading leading right up into this event. We have not slept in weeks. We have not slept in months. We have not slept in years. We don't do a lot of sleeping. That's why we have a lot of kids. So ironically enough, I'm going to do the kickoff. What did you say? What did she say? Matt, what did she say? I'll explain it to you later. Well, don't turn off your wife brain this weekend. You know what I'm saying? We got the hotel room, so we're good to go. Maybe number four. You know what I'm saying? Yeah, guys really do only think about one thing, it's ridiculous. X mark mowers. You know what I mean? One of those deals. I'm all thrown off now. That's, that's. All right. Can't even breathe. Oh man. You know what I'm saying? Really quick. We're going to get this thing moving. We are really sincerely so excited to have all you guys here. Like I'm going to go and speak here in a quick second and I'm going to go up first. I got a couple of things I want to share with you guys and then honestly, it's all the big dog guest speakers that are coming on in today. We absolutely do have some of the best of the best in the world in the industry bar none. We got Mark Bradley. We've got Justin White. We've got the same gambles. So instead of me coming in at the end, poking fun and just kind of wrap this thing up, I'm going to kick off with some things here in a second that are important to me. And then after that, dude, we're just going to let it rip from the frame. Does that sound good to you guys? So it's going to be a long day, but also a short day. It's going to come fast. It's like drinking out of a fire hose. Somebody probably already said that up on stage. Just keep taking notes and then go back and review this stuff a couple of days from now, a couple of weeks from now, a couple of months from now, part of your regular rotation on some of your notes you get from these events, right? This is absolutely a labor of love. We cannot do it with all the folks, without all the folks that put this thing together. Could you guys do me a big sound and give a round of applause, all the volunteers, all the sponsors, mom, you know, mother-in-law, we cannot do it without all of them. Also, I know I'm going to dismiss you here from the stage in a second, but I just always got to take a quick second and say, I can't do it without you. So thank you. I love you. It's crazy that we've made it this far. And I'm so sincerely thankful for everything that you've been able to do for us, especially this year. This has absolutely been the toughest year of our freaking life. I thought last year was tough, but I can't express how gratitude or how much gratitude and thankfulness I have for you to continue to stick by my side and put all this together. So thank you. Thank you. Thank you. You're good? All right. Yeah, you're good. I got you. We'll leave it up here. You're good. Thank you. All right. Here we go. If that drops, I'm Bill and Jabba. All right. Relax. All right. It's going to be like that today. So really quick, before we jump into it, I don't know if we did a pledge in prayer, but I do want to take a quick second and honor God with what we do. We give you my imbalm, you guys. Dearly followed, we come before you in the name of Jesus, and we just take a quick moment to thank you for this incredible environment, this incredible team, and this incredible event. Lord, I just hope that these folks have breakthrough, that they feel encouraged, that they have clarity and that vision coming out of this event. I just thank you for the opportunity to show into these folks and all of our speakers and sponsors to show into these folks. Lord, lift them up, guide them, bless them, encourage them, give them the wisdom and knowledge and understanding that they need to grow their businesses and to have breakthrough. We give you all the praise, honor, and glory for this event. We do it in your name, in Jesus' name, amen. Thank you, guys. All right. Let's do this really quick. I have a short amount of time, and what I have up here on my presentation, no slides, just me talking at you guys, a little bit different kind of a speech or presentation than some of you guys might be used to with Bryan's Law Maintenance. And I mean from YouTube to podcasts to here at LAL. I have some things I want to run through for just a couple of minutes that are kind of foundational because in 2019, Josh Latimer came in here. First off, anybody know Josh Latimer? Yeah. He is the most intimidating human being I've ever met in my entire life to date, and that's on a spiritual plane. When I met him, it's indescribable. Anybody who knows Josh Latimer, would you agree? Yeah. He is an incredible human being. 2019, LAL, he comes up here and he says, "The whole thing about business that comes down to three different core components." He said, "There's desire, there's belief in their systems." And I'm not saying Josh is the arbiter of truth on any of this, but what I would just say is today, especially me forward or Marty Grunder forward, you're going to get a lot today about strategy, mindset, leadership. All right, check that box. Desire. I feel like desire, you either have it or you don't. And I feel like everybody has a certain level of desire. Some people want to have 100 million bucks in their bank account. Some people want to have enough to get by, and both are okay. All right, so desire. I can't really make people more hungry. I think you could, but I'm not in that part of the business. I'm not a motivational speaker. That's not my job. Beliefs. I want to talk about beliefs for a couple of quick minutes, because it doesn't really behoove us to have all these speakers come today talking from Marty Grunder forward about new strategies, systems, ideas, leadership, mindset, if we have bad beliefs coming in to what they're going to present. Does that make sense? And so I have a couple of notes that are written down here. I've put more time into this talk and ideas than pretty much ever before. Ironically enough, I have the least amount of time than ever before. So here's what I want to talk about for a couple of quick seconds. And forgive me if I'm talking a little bit more and reading a little bit more this year. Everybody else is more animated than they are amazing speakers and presenters. I am not a public speaker. I'm a long-care guy. Don't let ever confuse you, right? Everybody would rather be up here presenting right now, like, who's my crazies? Who likes to public speak? There's always one or two, one, two, three, those lights are bright. Okay, so three people, three psychopaths today. I do not enjoy necessarily being up here. There's a role. There's a responsibility. I'm trying to press into it, but I'm not here to give you guys a TED talk. This is Brian Fullerton just talking to you guys as I see it. Is that fair? All right. So let's do this together. One of the quotes I wrote down, and you guys are welcome to write this down too, Orson Scott Card, he said, "We question all of our beliefs except for the ones that we really believe in and those we never think to question. We question all of our beliefs except for the ones that we really believe in and those we never really think to question. We wake up every day living by a set of invisible rules, things that we don't even realize that we've agreed to, beliefs that we've never stopped to examine, and the wild part, they're shaping everything. How much we think we can earn, how much we think we can grow, what kind of person that we think that we're allowed to become. We don't live out our potential, we'll live out our beliefs about our potential." What is a belief? Every belief begins with words, something that someone once said, something that you once heard, something repeated until it sank deep enough to sound like truth. Does anybody know a question out there, especially for my spiritual friends? Where does faith or belief come from? Where does faith come from? Scripture, Romans 10, 17, faith coming by hearing, and hearing the word of God. Hearing, hearing creates faith, hearing creates belief. And you see people that are out there that have high belief, they're constantly in hearing good things, podcasts, community events, coaching, right? We got a lot to get through, but I'm going to put it all together with a nice bow by the time we're done. When a child hears you're so smart or you're a hard worker, those words build an identity. But when a child hears you're lazy, you'll never make it, or we can't afford that. Those words lay invisible bricks in the foundation of their limitations. The words we live in as adults often are from the echo of the words we learn as kids, right? You're not good enough, our last name doesn't go to college, our last name doesn't build a successful business. Anybody ever deal with some of that kind of stuff? These beliefs that are just, so if Gamble comes up here and Grunder comes up here and Mark comes up and they start saying, "You can do it," and you have these beliefs coming into this room, well, you don't know me, you don't know my story, you don't know what I've been told, it's all trash. I'm going to teach you guys in a quick second how we can replace all that. It's a conclusion your mind drew once and then stopped questioning, and my gosh, I don't know what age we all stopped questioning the beliefs that are told to us, 8, 9, 10 years old. But man, I feel my identity was almost designated to me by the time I was 10 or 12 years old. And then when you're 25 and you're trying to grow the business, you've got this dissonance that we're going to talk about today. Beliefs are the operating system of your life. Every decision, every habit, and every risk or hesitation is built on that code, deciding to grow a bigger business. This is something that I want to talk about for a quick minute because you guys have seen me try to grow a larger company in the last 12 months, only really the last 12 months. I had all the hustle, all the effort, but inside, I still believed I was a small-time guy. I didn't believe that I deserved success yet, and I remember hearing a mentor of mine say at one of the conferences, "You can never outperform what you believe about yourself." I was like, "Shit, that's not good." Another one I heard at our conference, it might have been one of Mark Bradley's deals, he said, "You can't outwork a broken belief system. Your business won't outgrow your identity or your self-image." And a lot of times you guys have heard me kind of push back on some of that lately. Some people are like, "You've changed, or we missed the old Brian, or we missed all their stuff," and I'm like, "It is so hard to communicate that I'm trying to change my belief about myself to become a better person to show the frickin' world on a stage that you can also be a different person." It's tough. Where do beliefs come from? Beliefs are built. They're borrowed before they're built. They come from everywhere, parents, teachers, coaches, bosses, culture, religion, past pain, somewhere along the line. Someone once said, "Money doesn't grow on trees. People like us don't get ahead. You're not a leader. You're a worker." And without realizing it, we took those words and installed them as truth. The human brain, if you guys want to write something down, here's a good nugget to take home. The human brain was designed for efficiency, not accuracy. It takes the easiest path, the fastest path, the loudest voice, and it builds an identity around it. Anybody ever punched into GPS, and it takes you down dirt roads and across the river and through the woods, and you're like, "What the hell is this?" Well, it's the fastest path, but it doesn't necessarily mean it's the path that you want to take. As a kid growing up, we hear business owners are greedy 20 years later. You guys like myself, maybe you hesitate to raise prices to hire folks or to actually generate profit. Not because we lack skill, not because of anything other than deep down inside. We have these beliefs where we now start to think we're being selfish if we decide to grow a business to make money. All these beliefs, dude, like this is crazy, crazy, crazy stuff, and again, we can spend all day. What's the best trimmer? What's the best blower? What's the best edger? But I am trying to start to talk about things with all my content that's actually going to move the needle forward. If you guys want to write this one down, if you want to change your results, start by changing your rules. Other people's words built the walls around your potential until you decide to tear them down. Belief isn't passive, it's predictive. What you believe determines what you even attempt. Henry Ford said, right, whether you think you can or you think you can't, you're right. Imagine your belief system like a thermostat in a room, if the internal setting is always at 70 and an opportunity tries to pull you to 80 degrees, you'll find a way to cool yourself back down until you change the setting, you'll keep living in the same climate. I want to get all this out really quick because I think this is really important, but I'll tie it all together here in a quick second for you guys. Your belief is the ceiling, you keep bumping your head on, you cannot outperform your identity. So let's reframe and reprogram these beliefs. Step one is awareness. Has anybody had like a bad day and they're tired or it's been a tough week? You're like, yeah, I just don't feel motivated. I just don't feel like I want to do anything today. Has anybody ever heard me say the line? And I know I borrowed it from somebody else, obviously, but you have to think about what you're thinking about when your effort is low. I would write that one down. I have seared so many of these things into my brain and I hope one day to sear these into my kid's brains. This is the stuff that pulls me out from having a bad day, just making it a bad moment and then moving on with my life. But people are like, I'm tired and it's been this and this and you go, what are you actually thinking about something from three days ago? Three days ago? Bro, if we're trying to build something big, we don't have time for that. You have to deliberately replace it. Beliefs just can't be removed. They have to be replaced. All beliefs. I'm not a leader. Does anybody in here ever say this stuff? We can be friends. Anybody ever say that? I don't feel like I can lead people straight up. The more people I hire, the more I go, oh my God, these people are following me. New belief. Leadership is learned through action, right? And then act on it. Read, delegate, speak higher until the action proves the belief. Anybody ever say or is attempting right now to build a bigger business out there like myself? For sure. I can't build a bigger business. I just don't know how to build a big... I can't build a big business. I said, say, I just don't know how to build a big business yet. But if those guys can do it, I can do it. I'm going to learn and follow the systems that works, right? And I know this kind of seems a little heavy for nine o'clock in the morning on a Saturday. And everybody that's coming up after me, I promise you'll be more fun, more dynamic. But if I'm just going to literally get the chance to speak to you guys for 25 or 30 minutes, the most serious that I can one time a year, I really want to just talk about beliefs and challenges, beliefs, okay? The interesting thing about belief, it's an interesting conversation because I don't know who the first person ever was to believe because I kind of think like this esoteric thought. But until you have belief, I'm of the opinion that you have to borrow it, right? You have to get around a conference. You have to get around a person that has done what you're trying to do and borrow their belief. Every champion has started with borrowed belief, a mentor, a coach, a spouse, a story, someone who saw something in them before they could see it in themselves. Let me ask you guys honestly, does anybody have somebody like that in their life? Coach back in the day, maybe high school or college, and they believed in you way before you believed in yourself, Todd? For sure. I get around guys like Mark and Sam, and they just like, "Dude, you're doing great things. You got this. You're rocker on." Dude, I am doubting myself every single day on almost every single thing. And those guys, I forget who said it once, but he said, "I can live on a compliment for the next 30 days." It's like Emerson or one of those kind of folks or Thoreau, it's the truth. When I hear the encouraging word for those guys, it means the world. That's also why community matters. That's why rooms like this exist. You borrow belief until your results catch up. You can lean on somebody else's confidence until your own convictions form. It'd be impossible to probably get through this without crying, but I put you how there it is. I said, "If there's any one person who's always believed in me, it's my wife Liz." Dude, whoever does this for a living is crazy. Somebody asked me once, "So what does Liz do these days? Why do you talk about her the way that you do?" And my answer is always simple. Liz does for me what nobody else can. She believes in me when I start to forget who I am. Guys, let me just ask you candidly. If you got girls here or wives here, isn't that all you need just for your wife to believe in you? Show her hands, guys. Raise your hands. I just need my wife to believe in me. It's really that simple. I did a talk two years ago. It's just that simple. Liz, where you at? Is she in here? Step out. She won't listen to the recording anyway, so. But Liz, if it happened to, maybe one day, a long time from now, I love you for a thousand reasons, but most of the way, you believe in me when I doubt myself. Let's keep going. You got these beliefs, we're going to reprogram ourselves. Master Key to Riches talks about this a lot, and this is where it starts to get fun, definite a purpose decision, right? The spark of direction, Napoleon Hill called it definite a purpose. Every breakthrough starts with a decision so clear that it cuts off every other option. Has anybody ever read The Master Key to Riches or Thinking Girl Rich? They're classics. Don't let anybody tell you otherwise. People are just trashing Napoleon Hill these days, all fake writer, ghost writer, he didn't really do it. Shut up. Some moron on Instagram with less followers than me thinks he knows what he's talking about. If a longer guy has more followers than you, you're not trying hard enough. Trust me, folks, I keep things in perspective. Some of you guys, this is the first environment you've ever been to with me, and you're like, "Who the hell is this guy?" Some of you have been here for a while and you're like, "Fuller didn't get him." I got you. All right. A real decision isn't just a wish or a hope. It's a line in the sand. It's a moment you stop drifting and you start directing. I often ask folks all the time, "I don't know if you guys can relate to this." This is one of the things that bugs me. Not very many things do. "Hey man, how's it going?" "Oh, you know, hanging in there." "Hey, how's it going, man? You doing good?" "Oh, man, another day, another dollar." "Hey, man, what are you excited about?" "Dude, lunch today?" "We're going to Chipotle." And I'm thinking to myself, and they go, "Hey man, how was your day?" I go, "Dude, I got this book I wrote called 'Momo Kid.' I just took my wife shopping. I just got to go hang out with this guy, Mark Bradley. He's freaking rich." And all this other stuff, he's got stuff on his wall. Pat, Ken, what is it called? Art. We had to actually go to ChadGPT to ask what the hell that is. ChadGPT said it's parked money. "I just need money. You have parked money." Mark Bradley came over to my house last year. Dream come true. He was walking around. He goes, "I got an ornament, an orb thing just like that at my house." I said, "Not anymore, you don't. There's that shit right out of there." Mark, I know you're speaking after me. Go easy. All right. Let's keep going. I don't have a lot of time left. Until one is committed, there is hesitancy. The moment one definitely commits, providence moves too. Anybody ever hear that before in high school or college? You've got to go to a long care conference to hear about success. Oh, no, no, no, they've talked about that in high school. You just missed it. Uh-uh. I had perfect attendance. Four years. I didn't miss a day. They did not teach about success. Don't give me that. Decision creates clarity. Clarity builds courage. Encourage ignites commitment. Let's keep going. I don't have a lot of time left. Decision is the spark, but belief is the fuel. Decision is the spark, belief is the fuel. Guys, do me a quick favor. Take 10 seconds to write down one decision that you've been avoiding in your business. Everybody, please humor me. Write down one decision that you've been avoiding. The one that immediately pops to your brain is the one that you have been avoiding. A client, a customer, an employee, I should say, a tough conversation, something with your spouse. Something you already know is right, but you haven't committed to yet. Write it down, circle it. That's your line in the sand. That's where you need to start, in my opinion, coming out of this thing. When I decided to treat this thing like a business, not just a side hustle, not just a hobby, I didn't have all the answers, but the one decisions created a new standard. My language changed. My schedule changed. My friends changed. Please flip the switch from hoping to happening. Every turning point in your story will start with one sentence, "I decided." I want you guys, when you're coming out of here, "I decided," and then do whatever that is that makes you happy. You don't drift into greatness. You decide into it. What an incredible line. You got guys like Justin White going to be sharing later today, $2 million to $20 million. Do you think Justin's going to get on stage and go, "Dude, I don't know how that happened? I'll bet you it was a decision, a tough decision backed by commitment. Let's keep going." Hopefully we're on time. We'll rock a roll here and land the plane. Last thing, declare. I want you guys to write the word "declare." The bridge from belief to identity. Once you've decided, the next step is to declare. Nothing sets the direction, but declaration gives it power. When you declare something out loud to your spouse, to your team, to your peers, it grows from intention to identity. Has anyone ever heard the phrase, "Believe it privately," declare it publicly? All too often people are just so weak today. They're so -- just pussy foot through life, not wanting to share their dreams and goals because it makes people around them uncomfortable. You have to decide. You have to declare. You have to tell people the world, the universe, the ethos, karma, aura, whatever it is you think or believe, where you're going. Why? Because what stays hidden dies in the dark, and what you bring into light begins to grow. Think about every major milestone in your life. The moments that matter the most were spoken. I do. It's a boy. We're open for business. We're expanding. You don't whisper transformation. You declare it. I remember the first time telling somebody out loud that Liz and I wanted to build an eight-figure company. Getting around all these shop tours, these are incredible people in the industry. I could barely say it without shaking, and I mean, like, literally shaking, trembling. It felt ridiculous, but something happened the moment those words left my mouth. Anybody know what it is? I couldn't take them back. I had just raised my standard. That's the power of declaration. It locks you in. And this isn't in my notes, but let's play the antithesis of that. If I never declare what I want to do, Nick, I'm off the hook. There's no accountability. Well, after all, I didn't really say it out loud. I didn't really commit to that. Welcome to Big Boy Club. Speak what you seek until you see what you said. Declaration is like setting your spiritual GPS. You might not know every turn, but the moment you input the destination, everything in your system starts aligning to get you there. Telling your goals, announcing the next milestone to your team, telling your spouse what you're believing for, post it, share it, print it. My guy is right now, if you were to shake them out of a cold sleep at three o'clock in the morning, you said, "What's the goal for Brian's Law Maintenance?" They'd say 50 commercial sites, 25 grand a year per account, 12 and a half lawn, 12 and a half snow. That's a million bucks at 16.9% profit. Every team meeting has now started with the vision in the mission. Everybody, because I need everybody, not only for them to know it, but them to speak it. "Oh, you work at Brian's Law Maintenance? What do they do there?" "Oh, dude, we're growing. We're getting commercial sites left and right. We're going to 50 commercial sites here in Wixman, New Hudson and Brighton, 16.9% profit. Why are you going to do that?" "Oh, the more revenue we make, the more profit we make potentially. The more potential profit we make, the higher wages go." It's like, that's what we're doing. We declare it. We speak it. Does your team, and trust me, we did this. Like, 10 weeks ago. So don't think I'm like the master of this, okay? But if I ask your team three months from now, six months from now, a year from now, "Hey, what's the goal here? Do they know?" Speak it. Write it down. Declare it. What you won't declare, you won't deliver. Faith spoken is faith strengthened. I want you guys to take 30 seconds. Write down your declaration, something that you're going to start speaking publicly. Just write something down really quick. What's something that you want to start changing, or you're going to start doing, coming out of this conference? Not when it's done, but while it's still becoming. That's where faith lives between the decision and the delivery. Last but not least, we've got Deliver, and I'm going to wrap this thing up. Mark Bradley talks about this quite a bit. When Mark asks a question at all of his Leanscape conferences, we've got the Leanscape team here. Love Leanscape folks. When Mark asks this question, is the only question Mark's ever asked pretty much so far in my mentorship career with Mark Bradley that I have the answer. One question out of many, and I'm like, "Actually, I know that one." And Mark says, "What is going the extra mile?" There's a chapter title verse, Master Keter Riches, the habit of going the extra mile. It means to do more than what one has paid, and doing it in the spirit of a positive mental attitude, always rendering more service than what for one has paid. I seared that into my brain in my 20s, Fullerton, like, "How do you know this shit? What do you come up with this stuff? How can you do 850 episodes?" I have been trying to study this for a long time, and I've been in the desert for about 15, 16, 17-ish years out of 19. And so when I get up here, and I sound like a fanboy for Mark Bradley or Marty Grunder or Sam Gemble, please know I'm not here to convince you. I'm letting you know what these people have done for me. These are my people. That's why they're here to share. They're unlocking my future as I continue to put in the work. Habits, this is a good line if you guys want to write one down. Habits are the evidence of faith. Habits are the evidence of faith. And systems are the scaffolding of success. Some tactical examples. I know Marty Grunder's going to give you guys some tactical examples today, how he grew. A couple examples like that, five touches a day for some new leads, one new system that you're putting into your business every week, one new A player hired every quarter, one price increase each season, just some things that you can try to take home. But these are habits and actions you can start taking in your business, and start rewiring all those different beliefs that we had. I've got a lot here, but I'm going to kind of land a plane. I want you guys to look around at this room. Every person in here has a destiny. Not a generic one, a specific one, but it will only manifest if you keep aligning your decisions, your declaration, and your delivery every single day. Liz and I often talk about legacy, about the kids, the future, the business, the people we serve, all of you guys. It's all we do, it's all we talk about. Every time I get overwhelmed, she reminds me we're not building for today, we're building for tomorrow. That's our destiny. We're speaking our future into existence every single day. Quick side note, I had probably no less than 20 of you guys come up and say, "Praying for you today." I said, "Thank you, Jesus, because I need it." This has been the toughest frickin' year of my life, trying to grow in so many different areas. As we receive those prayers for you guys, please know that every single day we're trying to pray and speak life over you guys. Who doesn't want that in their corner? That's a community. And some of you guys are just getting started in this kind of thing. I get it. I met a guy earlier, he was like, "Hey, I've been listening to you for like two months. Just saw the ad. I'm here." I'm like, "Do this. Awesome. Welcome." If some of you guys have been on this journey together, we're all growing together. And I've seen your businesses grow and you've seen my business start to grow. That's destiny, as Troy Clark says. It's about planting trees whose shades you may never sit under, but knowing others will. Let's wrap it up with this. What's one belief that you need to question, one decision that you need to make, one declaration that you need to speak, and one habit that you need to start delivering on? That will change everything about your future. If you leave here with nothing else, remember this, your beliefs shape your behavior. Your behavior creates your results, and your results define your destiny. You were never meant to drift. You were meant to decide. You were meant to declare. You were meant to deliver, and you were to become. The world doesn't change when you wish. It changes when you decide. This weekend, I hope you guys decide. One belief to break, one decision to make, one declaration to speak, and one habit to deliver. May your new beliefs set the course, your decision let your path, your words unlock doors, and your discipline carry you home. Thank you. Thanks for taking the time to listen to the Fullerton Unfiltered podcast with Brian Fullerton. We hope you enjoyed this production. If so, please consider leaving us a five-star review for the show. While the techniques and ideas presented here are designed to help you grow a more successful and profitable business, no one can guarantee these results for you. We want to emphasize that entrepreneurship is not easy, and the ideas presented here are just the opinions of Brian Fullerton and his respective guests. No one can guarantee success for you. That being said, we hope the ideas presented here help you and motivate you to go on out there and crush it with your own business. Fullerton Unfiltered podcast. Thanks for listening, and we hope to see you on the next episode. This has been a Brian Fullerton and Mr. Producer production.