In order to be successful, you need to know that people have a small number of slots in their brain for who.

They remember. So, you've got to get into people's head.

And in order to do that, you need to know two things.

The first one is 7-11-4,.

Which we'll talk about. And the second thing is that your brain is extremely good at deleting messages.

But there's five things that will not be deleted by the brain.

And the last two are the ones that are most useful.

So, the first one is six.

I wish I knew this stuff at the start of my career.

Daniel Priestley is the money-making expert and serial entrepreneur who's built several multi-million-dollar businesses from nothing and has mentored over 3,500.

Businesses with the same frameworks for career success that you're about to learn.

The problem that we have now is that we live in a digital world, but all of society is built for the.

Industrial revolution system, which means that we're playing by an old set of rules and going through a schooling system that is.

Preparing them for a world that no longer exists.

So, people feel like that there are no opportunities, there are no safe jobs anymore, feeling like you're in competition with AI,.

And that leaves a whole generation of people feeling absolutely wiped out before they've even started.

So, what are the new set of skills people need to know to set them up in this digital world?

Well, there's actually a step-by-step approach to doing that, including building a personal brand.

Okay, let's pause there. Why does that matter?

Cuz that's the key to capital, talent, customers.

And it's not about becoming an influencer with millions of followers.

But if you're seen as a key person of influence, that's enough to make seven figures.

And is that where your five P's come in?

Yeah, and I'll take you through all of those.

And then there's the entrepreneurial pyramid, which opens you up to this whole other world of opportunities.

As well as side hustles and the two types of opportunities that everyone needs to know about.

I want to go through all of that.

Let's do it.

This has always blown my mind a little bit.

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We'll listen to your feedback,.

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Thank you so much.

Daniel Priestley.

How'd you.

Define and describe.

What it is that you do with your content, with your work, um and through all of these books that you've published?

What is the summary.

Of what you do and who you do it for?

So, I have a massive passion for entrepreneurship.

About 20 years ago, I started seeing a massive trend.

Uh about entrepreneurs who could stand out, scale up, and make a positive impact in the world through business.

Um I have built multiple businesses over the last 20 years, and I'm just uh fascinated by the predictable stages that people.

Go through in order to build successful businesses.

Um as I've been growing my businesses, I've been writing about it in my books, um mostly to document what I'm learning.

Myself.

Um and I also built a community of entrepreneurs who wanted to uh essentially make the most of the times that we're.

In.

So, what's happening at the moment is we're going through massive amounts of change.

It's very similar to the agricultural age, when it was replaced by the industrial age, and there were new economic rules.

That didn't apply to the agricultural age, but did apply to the industrial age.

So, the agricultural age was the feudal system, and the industrial age was the capitalist system.

What's happening is the industrial age is fast being replaced by the digital age.

And as we go through this massive change, we're seeing new rules and new economic rules that apply.

So, give an example.

In the industrial age, people had to to become successful,.

People had to gain skills,.

And then get a job and find an employer who would uh employ them for those skills.

As we go into the digital age, what works is to build a personal brand based on your unique intellectual property,.

And then to position that brand next to a scalable digital.

Uh elegant business model. And those who are doing that, and those who have figured that out, are doing incredibly well and.

Succeeding at speed. And there's actually a step-by-step approach for doing that.

I want to go through all of that.

I am I was running in Cape Town.

Look at me plugging my running brand that's lasted for 5 days.

Um I was running in Cape Town and a young couple came up to me at the end of my run when.

I'd stopped uh running at underneath this tree and they came to me it was about the 2nd or 3rd of January.

They said um "Steve, we love your content.

We've been listening to Diary of a CEO for a while."

And they looked at each other and you could see that they were really stressed and they said, "We're just trying to.

Figure out how to start a business and what we should be doing."

And I could see in their face that they'd been mulling it for a long, long time.

There was this like they're very, very young.

I'd say they were like 21 years old and they were saying like, "What do we do?"

And actually at that time I said, "You need to need to listen to an episode I did with Daniel Priestley."

But I also knew you were coming on so I said, "And I'm recording with him shortly so make sure you listen.

To that." So through the lens of that 21-year-old,.

You've detailed that their world has now changed.

They're living in this digital world.

Where would you advise those two to start.

If they want to capitalize on the opportunity that's presented itself?

Okay, so I'll slow down for a minute.

What's happening at the moment is people in that situation they're feeling incredibly invisible.

Um that they don't matter.

They feel stuck.

That there are no opportunities. You can't buy a house, you can't get a career,.

Uh there are no safe jobs anymore,.

Um AI's disrupting everything.

Um and they feel detached from meaning and purpose.

And that leaves a whole generation of young people feeling absolutely wiped out before they've even started.

It doesn't actually exclusively apply just to people in their 20s.

I know people in their 40s, 50s, I know entrepreneurs who have traditional businesses who feel that way.

So it's worth acknowledging.

That it's a widespread phenomenon. Everywhere in the world people feeling invisible, feeling the pain of like not being able to connect.

With the right people um and feeling stuck and feeling detached from meaning.

So what we need to do is address that be- because what's happening is you're playing by an old set of rules.

And that's normal because the school system.

Told you an old set of rules cuz it was based in the industrial age, and we have to start by learning.

The new set of rules.

So, if I was advising 21-year-olds in particular,.

The first thing that you want to do is called an entrepreneur apprenticeship.

Uh an entrepreneur apprenticeship is where you go and work in a small team of less than 12 people where you have.

Direct contact with an entrepreneur,.

And in particular,.

You're looking for an entrepreneur who has somewhat of a personal brand.

So, they have, let's say, 5,000 to 50,000.

Uh followers on social media.

And they've got an elegant business model that inspires you.

It doesn't necessarily have to be exactly what you want to do in the future,.

But you need to learn the new rules.

So, you need to learn how is that person building their personal brand, and how are they building their business so that.

It can scale.

How do they communicate with people anywhere in the world?

How do they sell to people anywhere in the world?

So, those are some of the key things that you have to do.

You do not want to become an entrepreneur straight away.

It's too big a shift. You need to be a number two.

I was a number two. I had a mentor.

I worked for an amazing guy for 2 years.

Uh we went from zero to 6 million in a year, and from zero people to 60 people in 1 year.

So, I got the entrepreneur apprenticeship first, and that's where you want to start.

And then, once you do that, you can do side hustles, and then begin the entrepreneurial journey on your own.

But how do you know if it's for you?

How do you know if you're cut out for it?

So, at the moment, what's happening is that the rules are changing so fast that you uh it's not like anyone's cut.

Out for it, right? So, there is no sure feeling where you go, "Oh, I'm really cut out for this because it's.

Giving me clear signals." During times of disruption, the signals get uh jammed.

So, what's happening.

Is.

People are going through a schooling system that is preparing them for a world that no longer exists.

So, we go through 12 years of school,.

And it's saying, "Oh, you know, here's how you get ready for an employer."

Well, there are no employers. And here's how you get ready for a career.

There's no such thing as careers anymore.

Um and here's how you get ready for a job.

Oh, by the way, that job can easily be done by AI already.

So, all of this is happening, and that means that people are feeling this void, and they're saying, "Well, I don't feel.

Ready for anything." That's because you had 12 years of training.

For a world that doesn't exist anymore.

So, what we have to do is say,.

"All right, let's.

Look at the world that is emerging, and let's position ourselves for that world, and reskill ourselves, and reposition ourselves for that.

World."

When you were talking about that entrepreneurial apprenticeship, it sounded like a new form of education,.

A new form of university.

Are there any other ways, if we're talking about that preparation phase, where you're getting ready,.

Are there any other ways you would advise someone to rapidly excel their knowledge and skills.

In preparation to become an entrepreneur?

Um is it books? Is it Do I sit on chat GPT?

What worked for you? Books are great.

YouTube channels are great. I didn't have any of that.

Um you know, believe it or not, even books were hard to come by when I was a teenager.

Um you know, you had to kind of order business books in, or you had to go to a big book store.

That had a business book section.

Um we didn't have Amazon, and we certainly, you know, anything like a podcast, you actually paid for cassette tapes and CDs,.

And they were $1,000. They were really expensive.

Just to listen to some business content.

Believe it or not, that was a thing.

Um.

And.

All of it's for free now, online.

However,.

There's you can't.

Learn to ride a bike.

Uh through books and videos. You have to get on the bike.

So, the best thing to do is to work for someone who's building a business, and if you can't do that, become.

A co-founder with someone who's got more experience than you.

Um and if you can't do that, then you need to do some small side hustles.

A side hustle is an open and shut business case.

So, within 90 days, you're going to start something and finish something all within within 90 days.

You're not going to get yourself into a long-term thing.

You're just going to start something, see how it goes, and it ends in 90 days.

When I was a teenager,.

I did nightclub parties.

So, the nightclub party had a time where we would agree with the club that we were going to uh have the.

Venue.

Then we had a promotion phase, then we run the party, and then that was it.

At the end of the night, we split the money, and that was the finish.

And it all happened very quickly.

And you get the learning experience, but you don't have the ongoing.

Connection to the business. I also sold roses.

Door-to-door.

So, on Valentine's Day, I bought.

A few hundred roses, we dressed up in tuxedos, and we went door-to-door selling.

Valentine's Day roses. And that probably lasted 3 weeks.

From the time we came up with the idea to the time we found a supplier,.

Bought the roses, went door-to-door,.

And made our sales, and then it was all finished at the end of Valentine's Day.

So, these are called side hustles, and the important point is that they're not ongoing ventures.

They're just open and shut, and then you can reflect,.

You can then sort of see what worked, what didn't work, and then see if you want to continue after that.

Something else that I I don't think I've ever heard many entrepreneurs.

Or founders talk about when they're giving advice on that preparation learning phase.

Is the importance of writing.

Yeah.

It's not had a profound impact on me.

Um my the rate in which I learned.

Was having a practice. stage in your journey did you write?

So, I made a commitment to myself when I was 24.

To write a tweet every day.

Okay. And I would screenshot it and post on Instagram.

Now, this was.

Maybe the single biggest hack in my life that I've never really talked about because of the all of the downstream consequences.

That occurred.

Downstream consequence number one, got 2 million followers on Instagram.

By posting these quotes of ideas that I had every day.

So, every day at 7:00 p.m.

My girlfriend knew at the time she goes, he's going to go off for an hour and think of something to say.

Um.

Downstream consequence number two is it taught me how to communicate ideas in a concise high-impact way, and kind of what people.

Respond to.

And I'd say number three is it generally.

Meant that if I went through my day and something had happened,.

It gave me a moment to condense that down into wisdom,.

A piece of truth. So, that day.

I learned something.

And um without that practice,.

Those learnings kind of would have passed you by.

So, what you're describing is actually beyond just writing, it's publishing.

Um and publishing means to make public, to put something into the public domain.

So, yeah, there's journaling which you keep private, but then there's making something public.

Um and when you have when you do this, you have to think about how would this be a value to others?

Um so, you're thinking, you know, entrepreneurs have to be thinking about how would this be a value to others.

You're putting it into the public domain, so you're getting feedback as to whether this is a good idea or a bad.

Idea or okay idea. Um so, yeah, uh publishing doesn't have to be tweeting, it doesn't have to be um writing a.

Book. Publishing is video, audio.

Um it can be long-form content, it can be short content.

Uh you could do shorts, you could do tweets, right?

All of that is publishing. The the essence of publishing.

Is that you're taking your ideas and sharing it publicly, putting it in the public domain.

That is a very rapid way to get started.

Um interesting.

Fact on this, that out of the billion people who use LinkedIn,.

Only 3%.

Are publishing regularly and less than 1% publish weekly.

So, you think that you're in competition with a billion people on LinkedIn.

99% of people are just there to kind of lurk and watch what other people are doing.

Only 1% of people are competing.

1% of people are creating the content on that platform.

Um when it comes to YouTube,.

There's 2.7 billion users of YouTube, but only 4% of people have a an account and only a fraction.

Of those accounts are active.

So, it's a tiny percentage of the world's population that are creating something.

Most people are consuming.

So, one thing that you're describing is the move from being a consumer to a creator.

And entrepreneurs have to make that move.

How have you.

Accelerated your learning? Because you're someone that is able to.

Give out lots of different ideas from lots of different reference points.

And there must be some kind of underlying framework you're using to like learn, process,.

And publish, which now presents you, which is part of the reason you get invited onto the all these podcasts now, and.

People are paying you to speak at their events, etc.

What was that framework for you?

So, my background was I used to have an agency, and we used to run all these different events, and we used.

To have to put stuff onto people's seats when we were running events, and I had to kind of write stuff all.

The time like quick reports and all of that.

So, I got in the habit of writing.

I saw the power of writing.

Um in 2009,.

The entire world tipped on its head um after the global financial crisis,.

And I was completely disrupted.

Uh I went from.

Millions of revenue down to a few hundred thousand of revenue.

I lost 90% of my revenue in 1 year.

Um it was mass- It was I remember one Christmas party, 17, 18 people at a Christmas party, the following year was.

Three.

Um it was morbid.

So, during that time where the global financial crisis had such a deep impact, I began writing about.

What is it that I know to be true?

What is it that like I don't know much because I've just had the rug pulled out from under me.

What is it I do know to be true?

What are the most.

Uh strong truths that I could share?

And I ended up writing the book called Key Person of Influence in 2009,.

And it came out in 2010.

And what I felt very confident about was this idea that.

The future.

Was going to see a shift from business and institutional brands to personal brands.

That we would see the decline of big faceless companies and the rise of.

Uh individuals.

Whose personal brands were bigger than the institutions.

Um and it was pretty radical idea at the time, but I felt pretty confident about it.

And the more I wrote about it, the more I felt this was where the world was heading.

Um if we look today, we can see Brian Cox, Professor Brian Cox, has more followers than CERN.

Um we can see Richard Branson has orders of magnitude more followers than Virgin.

Uh we can see Elon's got more followers than NASA.

Uh we can see,.

You know, Trump is way more powerful than the Republican Party.

So, the the essentially the personal brand has just gone woosh.

Ahead.

Um but I was I I started that process very murky.

That I didn't quite know what it was.

It was a feeling or a sense.

And by the time I'd gone through the publishing process of writing,.

Uh I was clear.

And the macro factors that brought that about?

What are those underlying shifts that happened that meant we went from the logo to the person?

Let's zoom out 300 years. So, the the agricultural age.

Uh was essentially.

The economic system was called feudalism.

And there was lords and kings and queens.

And then there was serfs and people who served the land.

Then technology changed things. You can imagine what it must have been like when 300 people were on a farm,.

And then they saw three people on a tractor.

And then that tractor went.

And went and did the job of hundreds of people with three people on it.

And it's like, "Oh my goodness, what are we all going to do?"

Um how are we all going to live our lives anymore, right?

And then they would have said, "Well, what are going to be the jobs?

Like, everyone works in farming."

And it's like, "Well, there's going to be this whole new system.

There will be a completely new economic system called the industrial system,.

And it's going to replace everything."

So, back in the agricultural age,.

Uh if you were a lord,.

Right? And if you were rich, if you were successful, you had vast tracts of agricultural land.

But as soon as the industrial age kicked in, you didn't even need land.

You only needed a tiny amount of land to put a factory on.

What mattered is that you had the ability to organize labor and machinery.

And if you could organize a factory,.

That was way more economically productive than a huge hundreds of acres.

So, the whole economic system got tipped on its head.

And suddenly it didn't matter if you were a duke, it mattered if you were an industrialist,.

If you were a capitalist.

So, this whole new system took over.

We had 200 years of innovation, and it went through multiple waves.

But, the important thing to know is that it's technology that changed things, right?

It's always a technology shift, right?

The the the fundamentals of the economy.

Are dictated by the technology that we have available to us.

So, what happened around.

The 2000s.

To 2020.

Is we had these general-purpose technologies that just got introduced as though they were nothing.

You know, suddenly everyone can publish a video online.

Suddenly, everyone can write a blog.

Suddenly, everyone can tweet. Everyone can form a community on Facebook.

Uh there's this device that you put in your pocket that is better than a uh traditional camera studio that the BBC.

Would have had. So, the the power was just rapidly swinging from institutions to individuals.

I'm sitting there going, "Wait a second, an individual.

Has got all the things that a multinational corporation has access to, but they don't have the bureaucracy,.

Right? They don't have the the weight on their shoulders.

They don't make slow decisions. They can make fast decisions."

So, as I witnessed this technology being introduced,.

I said, "The way this is going is it's going to take all the power of big businesses and institutions and just.

Give that to individuals."

That's exactly what happened.

And it I mean, if there was ever a year where that's been more in focus with this election cycle.

And what we've seen with Trump and going on Rogan and Kamala going on Alex Cooper in the media lens.

That That's what cost the election.

So,.

That's a big trend. Um.

US presidential elections have always predicted major trends.

So, Franklin Roosevelt in the '30s,.

He did the national radio campaign.

JFK in the '60s did the televised campaign.

Obama in 2008 did the social media campaign.

Each of those campaigns changed the game.

Trump in 2016.

Did a hyper-personalized.

Digital data-driven campaign,.

Uh famously with Cambridge Analytica.

And that actually gave birth to data analytics and hyper-personalization.

And then something big happened in 2024.

And what happened is that Trump broke the mold on campaigning and he started going on all these major podcasts.

And if we actually crunch the numbers,.

Trump.

Did something like 40 hours worth of watch time.

And it got 124.

Million views.

And Kamala did, I think it was 7 hours.

Just in the long form? Yeah, just on the long form.

She did 7 hours total.

And it only got a few million views.

And one of her podcasts only last 7 minutes.

Now, what she did is she approached it like a McKinsey consultant, which is she turned up and she said, "Here's the.

Script, here's the questions.

Ask me these questions and then I'm out of here."

And it was very much the kind of professional corporate approach.

Trump rocks up onto comedian's podcast and says, "Yeah, ask me anything."

And then he just goes on a big rant and it goes for 3 hours.

Now, what's actually happening is is quite predictable.

In a world of short videos and in a world of AI and in a world of confusion and disruption.

And and where everyone's throwing.

Punches at each other saying, "You're misinformation, you're misinformation."

You've seen some of this, right?

Going on, right? Misinformation, misinformation.

What's actually going on is that people say, "Hey, enough's enough.

I want to see a long-form piece of content and make my own mind up.

I don't want anyone to tell me what's misinformation.

I'm smart enough. I want to see if this Trump guy is a crazy guy.

I want to be able to see him, you know, for 2 or 3 hours and I'll make my own mind up.

On that because everyone's saying so many different things and I know that there's all this confusion.

I want the long-form piece of content."

So, 2024.

Began the long-form unscripted era, right?

So, now where we are with marketing is you've got to drop the script.

And you've got to do long-form.

Content. And here's my prediction.

The prediction is is we're going to see the biggest CEOs in the world.

Clamoring to get onto this podcast and other podcasts like it.

They're all going to be wanting desperately to build their personal brand because.

They know that the long-form unscripted podcast is the only way to hire talented people, the only way to get loyal customers,.

The only way to keep investors happy.

It's going to be the key to the entire shooting match is that the CEO of a big company has to become.

Human and they have to be unscripted.

And what advice would you give them because you consult for a lot of people?

They come to you for advice whether it's the biggest influencers of the world or CEOs.

If.

If you were giving them advice on how to achieve that goal,.

What would you say?

Well, I I mostly talk to entrepreneurs.

And I mostly care about entrepreneurs.

And the advice I give to entrepreneurs is work your way up the podcast pyramid.

Um so, there's literally thousands and thousands of podcasts that get a few thousand views.

Just go on those. Go on lots of them.

Um if you do a good job, you'll eventually be invited onto a slightly bigger one and you'll eventually be invited onto.

A slightly bigger one again. And there's this pyramid of, you know, there's there's a few podcasts as big as yours, but.

There's thousands of podcasts in every single niche and vertical.

Where anyone can go on and you know, talk about who they are and what they do.

So, for any entrepreneur, my challenge to them, the ones that I'm working with, is an absolute minimum I want them to.

Create 10 to 20 hours of watch time in the year ahead.

So, I want people to go on 10 podcasts that last for 2 hours or 1 to 2 hours and I want.

Them talking through their business story, their origin, their mission, their vision,.

You know, how they got started, the types of people they employ, the types of customer problems they solve, the outcomes they.

Deliver. All of that, put it all into a podcast, get good at that format.

You.

Publish in lots of ways, right?

You publish written form, you publish in video.

Is there anything at all that's.

If there was one single thing that's helped you become better at speaking.

Or communicating ideas.

And you can't say, "No, I'll take away the restraints."

What would you say it is?

Frameworks.

Frameworks.

What does that mean?

So, you need communication frameworks. So, if I'm introducing myself.

To someone, I use something called name, same, fame, aim, and a game.

So,.

We can break that down.

What is my name and my business name?

What.

Is.

What is it that I'm the same as that you already understand?

Let's pause there. What is Why does that matter?

When people are storing information, they need to open a folder, and they want to open a folder that's very easy to.

Label. So,.

They don't want to open a folder that says like I'm an energetic healer that works with transmutational.

Objects.

That that transcend time space and blah blah blah.

They want to go, "Oh, you know, you're a life coach.

Okay, great. I understand that." Or you're a vet.

Okay, cool. You're a consultant. You're You know, you're a software company.

Got it. So, it's like just the most basic thing that I can then hang everything on that.

Mhm. Cuz I already understand it.

So, name, same,.

Fame. So, fame is like what makes you interesting?

What makes you fascinating?

What big brands have you worked with?

What interesting projects have you landed?

So, anything that would make you stand out.

Any big numbers, any awards,.

Any big names,.

Any of that would be your fame.

So, name, same, fame.

Aim.

What are you working on in the next 90 days?

Mhm. And then game. What is your bigger vision?

What do you want to achieve in the next three to six years?

I think a lot of people aren't even clear on that.

A lot of people aren't, and that's why the framework's powerful, cuz it forces you to get clear on it.

If you then get clear on it, you can introduce yourself with power and authority.

You can do the beginning of a podcast.

You can be on a stage.

Just introducing yourself at a networking function.

Believe it or not, you can cram all of that into 30 seconds.

Mhm.

And so, going back to this point of preparation.

Right, so one of the big things that is going to give me a significant competitive advantage if I'm building a business.

Is personal branding.

What else do you think someone like me at the start of my career needs to understand about the game of personal.

Branding?

Is there are there any particular platforms I should be aiming at?

A particular upload cadence?

A particular type of content?

Here's what you need to know.

You need to know that humans.

Have a limited ability to remember names and faces.

They only have a small number of slots in their brain for who they remember.

And the number is about 1,500.

In total.

Um and it's about 150 that you can kind of remember well.

And these are called Dunbar's numbers.

And Dunbar's numbers basically said you've got a few slots for your family and then some more slots for friends, then you've.

Got your acquaintances.

Right out to 1,500 people that you can easily put a name and a face to.

In order to for you to be successful, you've got to get into people's head.

They have to kind of know who you are.

Um in order to do that, they have to spend time with you.

They have to have rep uh repetition with you and they have to see you in multiple contexts.

So, the research says 7 11 4.

7 hours, 11 interactions on four platforms.

Per?

In order for you to remember me.

Okay. Total. Okay. So, for example,.

You and I, we've now connected a few times.

Um so, we have probably clocked up maybe 7 hours together.

Mhm. Now, what that means is that.

Uh if I bumped into you at a conference, even if I was on one side of the room and you were.

On the other side of the room, you'd say, "Oh, there's Daniel."

Your brain would immediately go, "Oh, there's Daniel.

I'll walk over. I'll say hello."

Because we've spent enough time together.

Um now, there's this phenomenon called parasocial relationships.

Parasocial relationships are basically one-sided relationships.

It it's how we feel towards famous people.

So,.

We think that we know George Clooney.

We think that we know Angelina Jolie.

We don't. It's a parasocial relationship.

That person.

We've spent time with them through their movies, through their media appearances,.

And therefore,.

Because they've clocked up 7 11 4 with us,.

We then feel that we know them.

Is this making sense? Makes perfect sense.

Yeah, so what we have to do is build parasocial relationships at scale.

So, what we have to do is put out enough stuff where anyone can spend 7 hours, 11 interactions for on four.

Platforms.

So,.

When I work with entrepreneurs, here's one of the questions I always ask.

I say, "If I was to block out tomorrow,.

And I'm going to take all day to watch, read, or listen to everything that you've got available online,.

And uh I'm looking for things that are on message that tell me about who you are, who you serve, what it.

Is that you do,.

Can I spend all day going through your online environment and just fill the entire day?"

And most people say no.

And then, occasionally, some people say, "Yes."

And they say, "Yeah, actually you can.

I've been on a few podcasts.

I've got an audiobook that I released.

I've got some videos on YouTube.

I've got some posts on LinkedIn.

You could go through all of that."

Those are the ones that are scaling really fast, because they've put in the work to be scalable.