This mini-series on mindset is coming to an end.  And I want to take some time to write to all of you about how if you can get your mindset right, if you can believe in yourself, if you can put the work, the time, the effort in, what’s actually possible.

Our mission statement at Nine University is “To create an army of successful entrepreneurs by enabling them every step of the way who can change the world.”

That is a big statement.  That is a big declaration.  But what does it mean?

I’d like to tell you all some things without bragging and without sounding arrogant – and I hope you can all understand that given the context of this email – I have to in order to explain to you what’s actually possible.

Yes, I’ve paid off my house, I don’t have a mortgage.  Yes, I’ve paid off both of our cars, we don’t have car payments.  Yes, I have savings, I have investments, my family could be taken care of for several years without doing a single thing.  None of that matters, those were all building a foundation of what I needed to do before I could really achieve even 1 percent of what’s possible.

Through a platform like Amazon FBA – which I still believe to this day is the best way and platform on the internet that can build a huge, sustainable, profitable business – there is NO limit on what is possible.  Could you imagine – an army of people who all are doing 6/7 figures on Amazon – what we collectively could accomplish? It’s not about ourselves anymore once we take care of the menial things like a house, a car, savings.  We could impact people and the world on such a level that it’s hard to fathom.  There’s a group of people that need help? Let’s fund it.  There’s a huge amount of people in need? Let’s fund it.  There’s a group trying to help a ton of people? Let’s fund it.  Wells for water need to be dug? Let’s fund it.  Food banks, salvation armies, medical research for aids, breast cancer, you name it? Let’s fund it. 

One of the things that has always driven me has been leaving a legacy.  And what I know is that leaving a legacy isn’t just about what you do in your lifetime, it’s about how many people you can affect in your lifetime, and how much that compounds to help OTHER people in your lifetime and after.

Also, before I go any further, I just want to re-state something I said before – paying for a house, setting up the necessities for your family – they are not menial. They’re what 99% of people are working towards, and they matter.  You can’t truly be generous and help other people until you know that yours is taken care of – you can help people and be generous before that, but if you do that then you’re always wondering what if something happens, not giving yourself the true security you could.

But how much would just those things change your life? With Covid this year – so many people lost their jobs, struggled to pay bills, struggled to put food on the table, struggled to pay rent or a mortgage to keep the roof over their heads.  But there are also people who have the right mindset and the work ethic that set themselves up before the beginning of 2020 to be able to weather the storm and come out the other side (whenever that may happen) in a great place.

When I first partnered up with Kale and started our Amazon business, I had no idea that this would blow up as fast as it did.  I had no idea that just 2-3 years later I would be in the position that I am in.  For YEARS at the end of college and right out of college I was $30-40k in debt, drove old cars that broke down all the time, lived in apartments that I couldn’t afford.  And now I run a company called Nine University that has the potential to help people out of that exact same situation IF and ONLY IF they put in the time effort and work.  I had no idea what was possible and to be completely honest, I have no idea what is actually possible over the next few years.  But what I do know is that it’s bigger, better, and crazier then I can possible know or expect – and you need to know that too.  The future is positive – if you’re willing to put in the work now.

I love you guys.  Every single of you.

Taylor

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The past couple of days we’ve gone through several things – all mindset related.  Around how to get over fear, what to prioritize, how to prioritize it, how to prevent fear from coming into our business and lives and how to overcome that fear.

And what I’d like to do today is to actually try my best to put into an email/episode as to why I do this. 

When Kale and I started our Amazon business over 3 years ago, my goal was actually super simple.  My wife and I wanted to start a family, we wanted to buy a house instead of living in an apartment.  We had been saving up money for a down payment on a house – and that was my initial fund for our Amazon business.  It was risky, it was scary, it was a leap of faith, but we went for it.

And thankfully, it blew up quicker then we could possibly have guessed.  I went out, bought myself a car, bought my wife a car, have savings, have investments, did all the “traditional” things/dreams/goals that people have when you start a business.

But now – between Kale and I we own multiple businesses, we have a bunch of employees, we have a ton of people that we help – what keeps me going today?

Just like we’ve talked about on YouTube and inside of Nine University – I have my own vision board. I’ve been able to accomplish some of those things this year, and I will accomplish several more of those things over the next year or two. One of them was buying my dad a car.  He’s always dreamed of owning a Corvette – and in June – I bought him a Corvette, drove it to his house and handed him the keys. That was a huge push, a huge win, a huge dream come true.  He’s always wanted it, and for years haven’t been able to even remotely get close to it, so I got to do it for him.

I tell you that above not to brag, not to be arrogant – but to show you where my mind and my thoughts and my dreams have shifted.  They aren’t on me anymore, they’re on other people – and when I can wake up in the morning thinking about other people (is this sounding familiar to something that was sent a few days ago?!?) it moves me – it motivates me – it inspires me.

I’ll go through some of my other goals – but before I do, I just want to say that just because these are my dreams and goals do NOT mean they should be yours.  You care about different people then I do, yourself and those other people have different dreams then I do – maybe some of them are the same, maybe they’re completely different.  But there should be a few constants between my dreams and yours – 1. They should absolutely push you – seem a little bit unreasonable – so that they push you to put in those extra hours, the extra work.  And 2. They should be things that you don’t struggle to think about when you wake up, or when you’re having a bad day, or when you’re frustrated.

1.       One of my dreams is to be able to buy 3 “super cars” – like a new Ferrari, maybe a new Porsche, maybe a new Corvette – not sure exactly (I should actually spend some time thinking about this, as the more thought out your dreams are the more motivation they hold) – and take a several week roadtrip with my dad and my brother.  We start somewhere, kinda sorta map out a bunch of places we’d love to go, and just drive.  It’s something we’ve talked about for years, and it would be incredible.

2.       I have this crazy idea of a ridiculous month long trip for myself and my wife – go to Seattle for a few days, then Alaska for a few days, then Japan for a few days, then Australia for a few days, then Hawaii for a few days, then LA for a few days, then back.  And yes, those locations and that trip would be incredible – but what would make it even more incredible is not scheduling it out quite like I laid it out above – have no deadline.  No date that we have to be back by.  So if we go to Japan and wanna stay longer, we just do.  If we get to Hawaii and wanna stay longer there, then just do it. Whatever we want, we do it.

3.       As soon as my child (and the one that’s on the way) are old enough to remember – take them on all the trips my parents could never afford to take me on.  I never went to Disneyworld.  I never went to Europe, hell my first time on a plane I was 22.  Ossie went on a plane when he was 4 months old! All of those trips that every parent would love to take their children on – I want to take them on, as many times as we can.

4.       Probably my biggest one – is that I want to help people that I don’t know.  One of the ways I want to do this – is that I want to be able to go to the pastor of my church and hand him a check for $1 million. I’m quite a ways off from being able to do this, but I always think about this and think about how incredible it would be.  I’d love one year for Thanksgiving to be able to say – you know what, anyone in Pittsburgh who doesn’t have a turkey, who doesn’t have food, I’ll just pay for it.  It’s going to be 100s of thousands if not millions – I wanna be able to do it.

5.       I want to do whatever I have to do to be at home with my children as they grow up.  I never want to miss a first step, a first word, throwing a baseball or a football or whatever they want to do.  I never want to miss a game, miss a practice, I want to see them, watch them grow up, and love them like no one else can except for a present parent.

6.       One that I’ve already started – is to set up a college fund for each child that we have.  This one is a little interesting, but I want to get a least a quarter million dollars in a fund for every child I have or will have by the time they’re 16-17.  If they want to go to college, it’s paid for, anywhere in the country or world for that matter.  If they don’t want to go to college, I won’t just give them the money, but they will have start up capital for just about any business they could possibly dream up.  I want to give my children opportunities, open doors for them, give them everything I never had without ever spoiling them, having them be “trust fund babies”, etc.

Those are the main 6.  That’s what I think about when I get up in the mornings.  That’s what drives me to do everything from answering questions about Amazon to write these emails.  Get yourself powerful, meaningful goals.  It changes everything.

Love you guys.  Every single one of you. 

Taylor

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I hope that subject line grabbed your attention – because when I was planning this, when I was writing this, I typed it out as an idea and it definitely stood out to me. 

Lol – ideas don’t matter? Are you sure? (talking to myself)

Ideas are what drives our world right? Ideas are what drive innovation, business, entrepreneurship – ideas are what makes the world a better place.  Those are all things that I told myself when I typed out the four words – “Why IDEAS don’t MATTER.”

But I also knew I typed it for a reason, and I knew I could put together an episode and an email around it, so what do I mean?

Ideas are great.  And they do push a lot of the things that I listed above forward – but what REALLY drives them aren’t the ideas, the thoughts.  What really drives them are the EXECUTION of said ideas.

Ever been sitting around at home, and thought of something, and went damn that’s a billion dollar idea.

I’ve had a few of those.  One of them was a metal frame with a hydraulic system on it that you put under a pool table.  Ever tried to play pool in a small room, and had to use the small cue sticks? It’s super annoying.  So you get a metal frame, make it auto balancing/level, put it on wheels and then if you’re in a touch spot instead of trying to contort your body into a weird position with a short cue stick, simply unlock the wheel, roll the table a little to the side and make your shot.  Boom. Billion dollar idea.

Any of you out there with children? One of the things that my wife and I struggled with when he was an infant was him waking up in the middle of the night, and the only thing that would calm him back down was a bottle. You can’t pre-make bottles for infants, because they have to be kept cold to be kept good, and then heated up for an infant (at least our infant) to take the bottle.  SOO my idea was to create a “bottle cooler/heater” that someone could keep in their bedroom or on their bedside table. You can either make a bottle of formula or put milk in a bottle and the device keeps the bottle cold, and then you can hit a button to warm the bottle up while you’re still laying in bed, it dings when the bottle is the perfect temperature, and you simply grab the bottle and feed your infant.  This would be the alternative to waking up, going downstairs, making the bottle, putting it in a bottle warmer, waiting for it to warm in your cold kitchen in the middle of the night, then going back up stairs, and giving your crying, screaming infant the bottle after waiting several minutes. (at least this is what we had to do.) Boom. Billion dollar idea.

But ya know what? I played pool literally 4 days ago in a house where the walls were too close the table and had to use a short stick and it would mess up all my shots.

And we’re expecting our second child now and I’m not looking forward to the nights where I have to get him or her a bottle and do the same thing I did before.  Because both of those ideas are just simply that – ideas and I didn’t execute on actually making them happen.

The idea of building an Amazon business – of achieving goals and dreams – they are GREAT ideas, they sound amazing, they sound great, and they get us excited.  But if we don’t EXECUTE – we don’t have a great why, we don’t focus on one thing at time, we aren’t persistent, we allow our fears to be roadblocks and stop us in our tracks – then that idea fades, the excitement fades, and we end up in exactly the same place as we were before we had even heard of Amazon FBA.

The idea of Amazon, the idea of selling on Amazon, the idea of product research, the idea of supplier negotiation, the idea of ranking said products, the IDEA of them is literally worthless. I’m 100% positive that absolutely ANYONE in the entire world could build an Amazon FBA business – IF and ONLY if they are willing to execute on said ideas.

Don’t just let your excitement and thought process drive your ideas and your thoughts.  Make your excitement and though process drive your EXECUTION – and honestly there is no telling where you’ll end up.

Love you guys. Every single one of you.

Taylor

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And I’m here to talk about the scary stuff today.

Unfortunately, we as humans – we are driven by fear.  Actually let me re-phrase, we allow ourselves to be driven by fear.

When we’re starting/working on our Amazon businesses – all of the following can happen and take place:

The fear of losing money.

The fear of being seen as weird.

The fear of NOT following the status quo.

The fear of no support.

The fear of failure.

The fear of being scammed.

The fear of not trusting ourselves or who we’re working with.

The fear of not “keeping up with the Jones’s”

The fear of looking stupid.

The fear of losing time.

The fear of wasting time.

The fear of amounting to nothing.

The fear of making a mistake.

The fear of coming up on a challenge that we can’t overcome.

I would bet any amount of money that at LEAST one of those if not multiple of those – every single person who ever reads or listens to this experiences, goes through, or thinks about.  Honestly the only reason I could type out that list so fast when I was putting it together is because I think I’ve experienced every single one.

How do we combat them? How do we get over them? How do we get past them? How do you fight fear?

There are a couple of ways, some work better than others.  Some would say that the only way to combat fear is to face them head on – and overcome them.  Some would say that to get over a fear – you just simply don’t let it overcome you.  Some would say to get past them we keep moving forward, one step at a time, no matter what.  Some would say to fight them you fight yourself.

Some of those could work, some of the won’t work, some of them take an extremely special person to even halfway accomplish anything. 

But what I’ve done in my life, and what I believe will work in your life is simple – change the way you THINK about fear.

If you’ve ever been on any of my livestreams in Nine University – you may have heard me say this before, and I will continue to say it for the rest of my life and who knows, maybe one day write an entire book on the matter.  But fears – or challenges in our lives, we have the option to allow them to be two things.

One is a road bump.  One is a roadblock.

For a road bump, you simply have to slow down a little bit, ease over it, and then you keep going, you’re still on your way.  For a roadblock, it stops you in your tracks.  You can’t go any further. And when we face our fears, we can allow those fears to be either one, either slow you down a little bit but keep going, or let it stop you completely in your tracks.

I made a pact with myself a few years ago now that I would never let anything in my life be a roadblock.  I won’t let fears, challenges, completely asinine decisions by Amazon or anyone else to stop me.  I’d only ever allow them to be road bumps they might slow me down, they might cause a little jarring as I go over them, but I won’t be stopped.

I’m well aware the fears and challenges will happen – and no matter what we do, constantly try to change our path, try to do everything perfectly, we aren’t perfect.  We’re going to face them, we’re going to experience them – but what happens WHEN you experience something is what defines you, your life, your legacy, and where you go.

There’s an age old story that goes that Thomas Edison failed 1000 times trying to create the lightbulb.  And when a reporter asked him what it felt like to fail 1000 times – he answered, “I didn’t fail 1000 times.  The light bulb was an invention with 1000 steps” OR “I didn’t fail 1000 times.  I just figured out 999 ways not to make a lightbulb.”

Whether that is actually true or not, I’ll be honest I don’t know.  But what I do know is that is such a beautiful way to view challenges, fears, mistakes and failures.  You learn from them, you don’t allow them to be a roadblock, simply a roadbump.

Love you guys. Every single one of you.

Taylor

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What are your goals? What do you want to accomplish not just through an Amazon business or whatever you’re working on currently – what do you truly want to accomplish in your lifetime?

Buy your dream house? Buy a cool car? Travel? Help your parents? Give your children the life you never had? Or something else? Pay off debt? Pay off medical bills?

All of those things are worthy, all of those things are amazing, and all of those things are incredible goals – and there are plenty of other goals you could have that could drive you.

But when we talk about goals, there is one thing that I want to go over for today’s version of “get inside taylor’s head about mindset.”

Are those your goals and dreams because they sound cool? Or because they get you out of bed in the morning? And this isn’t a rhetorical question, it’s a real one – because for some people the thought of buying a Lamborghini sounds really cool, but it doesn’t get them up in the morning.  And for some people, buying a Lamborghini sounds really cool and also gets them up in the morning.

I ask that question because whatever the answer is to, “What will literally make you get out of bed in the morning and keep you excited?” – that’s what you real goal – your real dream is.

Imagine it’s cold, rainy, overcast outside.  You’re in bed, it’s nice and comfy and warm. You have your alarm set for 5am, because you want to get in some work on your business before you have to get ready and get on your laptop/go to work. (for some of you this is really hitting home – props to you).

You stayed up til 1am talking to suppliers, and you got a few hours of sleep and that 5am alarm sounds off. Whatcha gonna do? Roll over, turn the alarm off and wake up for the one of the other 7 alarms you set for later times because you knew this was gonna happen? Or roll over, turn the alarm off – and while you may not be happy about it, get up out of bed, maybe take a shower, brush your teeth, grab a redbull or a cup of coffee and get to work?

There’s a BIG reason why some people do the first scenario, and why some people do the second scenario – and it’s simply their why.  Why are you doing whatever you’re doing? I’m talking specifically in this email – why are you building your Amazon business?

What is so important in your life that you’re willing to do things for it that most other people aren’t willing to do at all? What goal or dream do you have that literally is the first thing you think about when you wake up and the last thing you think about before going to bed?

If you’re sitting there and reading/listening to this and you don’t have something like that – it’s okay, that’s why I’m here 😊

I absolutely love cars – growing up my dad had a car shop, I’ve seen lots of cool cars, driven a bunch of them – but cars don’t wake me up in the morning.

A super dope house with a dope man cave and a pool table and a ping pong table and a pool? Sooo dope but that doesn’t get me going in the morning. But the flip side – is that house with a huge yard for my kid(s) to run around in? That is starting to get me there.

Travelling is incredible – and here’s where another turn is – where the shift happens – but the PLACES don’t get me up and going in the morning – but the memories created do.

What I’m trying to get across is that your why – your dreams – will be SO much more powerful if you can make them about other people – not about yourself.

I want to help my mom, my dad, my family, I want to provide for my wife and children. I want to give them the best, because they deserve the best and have supported me relentlessly – and honestly when I wake up in the morning and when I go to bed at night, that is what I’m thinking about – my wife laying next to me, my son in the room over, my mom in her condo and my dad at his house. 

See the problem is that we as humans are honestly quite self-deprecating. If something is for ourselves, we’re willing to put it on the backburner, willing to compromise our own work ethic and efforts for it – we’re willing to hit the snooze button (even though according to health experts, the snooze button is extremely detrimental to how you feel, particularly in the mornings).

But when we aren’t thinking about ourselves, and thinking about other people – we naturally are willing to go out of our way, above and beyond for the people that we love and care about.  Or we should be anyway – if everyone did the world would be a much better place.

The fact is – if you’re struggling with your why – you’re struggling with the desire to quit – it means your dreams and goals aren’t powerful enough, and the way that I know of to get past that – is turn your goals and dreams to other people. It works. Just ask my wife 😊

Love ya,

Taylor

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I sent an email yesterday about the one thing it takes to build an Amazon business – I hope you read it/listened to it, if you didn’t I’ll give you the spoiler alert – it’s persistence.  It’s the grind. The mindset of never giving up, never quitting, never stopping because whatever you’re working for is worth it.

And now I’m here today with some more deliciously good mindset talk – I hope you’re enjoying it 😊

I want to talk to you about one of the biggest mistakes that people make – and one of the reasons why people let some negative thoughts – or a negative mindset over power their positive mindset – their why, their drive.

Ready for it?

Focus.

Last email I typed up/said this: “Is it the how-to’s? The how-to do product research? The how-to start an LLC? The how-to get approved for a seller central account? The how-to negotiate with a supplier? The how-to optimize a listing? The how-to find keywords for a PPC campaign? The how-to optimize said PPC campaign? The how-to get initial sales and reviews?”

A bunch of the “how-to’s” that when you first get started or are even working to scale that get in people’s heads.  It’s a lot to learn, it’s a lot to focus on, it’s a lot to take in. And I’ll give you an example of something that happened in the past week that really drove me to look into it more.

One of our friends is building an Amazon business.  She hasn’t started selling yet, and we were talking about she began to ask me a series of questions that went a lot like this.

“Hey, so I’m doing this with my mom, and we need to set up an LLC and tax stuff – how do I do that?”

And then

“And what about a business bank account and a business credit card? How do I get those?”

And then

“Well myself and my mom are partners so how do we do all of this with both of us?

And then

“If I wanted to sell a bundle, but I have to get it from two different suppliers, how do you get them in the same package so that I can sell it as a bundle on Amazon?”

And then

“And with suppliers – what happens if there’s only a few of them? How do we find more suppliers so we can try to quote them against each other?”

And then

“And with PPC – where are you getting those keywords from”

And then

“If I’m using Helium 10 Black Box for product research, what filters should I use? How do you even filter them?”

To be completely fair – those questions are slightly dramatic and slightly out of order, but it went something like that.  And my question to you – is am I the only person that sees the huge flaw in that line of questioning?

She hasn’t started selling on Amazon yet for one reason – she hasn’t found a product yet.  And from my experience, NOTHING ELSE MATTERS at the moment in time for her business.

Yes – LLC’s and bank accounts and the entire business/accounting/tax side of things is important, don’t get me wrong – but we all have to realize that none of this matters until you have MADE MONEY.

Anything to do with suppliers doesn’t matter until you have found a product.  Anything with keywords for PPC or a listing doesn’t matter until we’ve found a product and negotiated with sellers.

There is never a stupid question – but in my opinion the only question that really mattered was the last one – and even then – I’m going to use different filters on something like Helium 10’s blackbox because my situation is different from hers.

In order to build anything – a business, an Amazon FBA business, a YouTube channel, a Shopify store, an Etsy store – literally anything at all in life – FOCUS is what takes you to the next level.  And what focus REALLY means – is deciding what you need to be focusing on right now, and working relentlessly on that with passion, determination, and fervor.

If you haven’t found a product yet, your only concern and focus should be product research.

If you’ve found a product, your concern and focus should be decided by where you are at. If you have a product and no supplier – focus on supplier negotiation.  If you have negotiated with your supplier, then focus on the shipping plan and your amazon listing.  If you have an amazon listing, focus on initial sales and reviews.  If you have initial sales and reviews – focus on scaling, ranking and PPC.  If you’ve done that, then simply start the process over again either through variations or new products.

Building something sustainable isn’t an elevator that goes straight to the top – and we don’t have to force feed ourselves information at a rate that we can’t handle.  Building something sustainable is a staircase, and each step is just as important as the last.  Because if we try to jump up 4, 5 or even 15 steps at a time, all we’re going to do is fall back down to the bottom.

I hope that makes sense.

Love ya,

Taylor

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Mindset.

We’re going to face challenges as we build our businesses, whether we’re starting from the ground up or scaling something that’s already been built – and how you handle those challenges will define you, your business and how much of a legacy you’re actually able to leave behind you.

When a lot of people come into Amazon FBA – they’re immediately consumed with a lot of things – but which one is most important? Which one should all of us remind ourselves about every single day?

Is it the how-to’s? The how-to do product research? The how-to start an LLC? The how-to get approved for a seller central account? The how-to negotiate with a supplier? The how-to optimize a listing? The how-to find keywords for a PPC campaign? The how-to optimize said PPC campaign? The how-to get initial sales and reviews?

It’s like drinking from a fire hose – a whole lotta water (aka information) coming straight at you, and it’s a lot to take in, and a ton of people get overwhelmed by it.

There are a lot of people with a lot of other completely reasonable questions and thoughts that said people allow to take over the brain in lieu of the fire hose of information above.

Sometimes it’s – “I didn’t realize this would take so much time, I have kids, I have a spouse, I have a job, I don’t have time to do this.”

Sometimes it’s – “I knew I needed money to do this, but this is more money then I thought I needed to do this, I can’t do this I have to pay my bills and live.”

Sometimes it’s – “I don’t know where to start, there’s so much to do, how do I prioritize – it’s too complicated”

While some of those are more relevant or accurate than others, these are things that people actually face – and I wanted to write this email in two parts.  The first part which is above – is me trying to connect with you.  Do you identify with any of the above? Too much information? Letting your mindset go to places that it shouldn’t go?

All of the things above do ONE thing – limit you.  Hold you back.  Stop you in your tracks.

The ONE thing it takes to do what you set out to do – is simply persistence.  It’s the grind.  It’s the stepping out of your comfort zone.  And I can say a bunch of cliché things, a bunch of things you’ve already heard – like if you want what the 1% has you have to do things the 99% won’t.  And don’t focus on the short term, focus on the long term.

You wouldn’t believe how many times both Kale and myself have sat down and said we should quit – we shouldn’t go any further.

You wouldn’t believe how many nights I haven’t slept, how much time I’ve spent away from friends and family to get to where we are now.  But I did all of that – and then we created Nine University so that you wouldn’t HAVE to do as much as we did. That if you can commit to putting in the half the time we did and the effort then you could also build something incredible.

Persistence is why Kale and myself are here today, why we’ve gotten to where we are, and why we will keep going no matter what.  We don’t let all the negative thoughts stop us.  We don’t let the time or effort stop us.  We’re going to keep going, we’re going to push through, we’re going to do whatever it takes.

Wanna know why?

Because my wife and son deserve it.  Your spouse, your children, your parents, your significant other – they deserve it too.  And I’m not man enough to sit down and tell my wife sorry I couldn’t do it for you.

Be persistent.  Over everything.

Love ya.

Taylor

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However, the big question is, how will this affect Amazon?

Clearly, the Amazon STOCK did NOT like that news yesterday…

Hey you. Subscribed yet? We send this letter out 5x a week and keep you updated on Amazon + the best ways to make money + the best ways to be happier and live a better life.

It’s a pretty good deal for $50 a YEAR…

The stock tumbled about 6%, which is HILARIOUS to me… Here’s why…

1) Habits don’t change that quickly!!

We’ve been doing this “Covid thing” for going on 9 months now!!

We’ve all heard the “it takes 14 or 21 or 46 or whatever days to form a new habit…”

Well, it’s been A LOT MORE DAYS THAN THAT.

People’s habits are SET.

They’ve been buying literally everything on Amazon (I know I have, have you?)

and that is not going to change simply because they get a quick prick in their arm!

2) Malls are literally dead (or walking corpses)

When’s the last time you actually went to a mall?

Same.

It’s basically no longer a thing that people do.

And from running a retail store in the mall in college…

I know one thing…

Mall margins are CRAP.

There is no possible way that the majority of stores in malls will be able to maintain profitability, which means we are only BEGINNING to see the ripple effects of closure that Covid has caused.

It’s not Covid itself that will kill retail.

It’s people’s habits changing, and yes, they have changed, permanently.

3)There's no vaccine for a monopoly.

I’ve already written about this extensively in other letters, I would encourage you to go back and read them.

However, at the end of the day, Amazon is the perfect example of a monopoly.

Companies that form monopolies on industries suck up ALL the profit and completely eviscerate anyone in their path.

Don’t believe me?

Think of these 3 brands.

Apple.

Google.

Facebook.

All giant tech monopolies.

Now, in order to demonstrate this even further, just try to think, seriously, of any company coming up to challenge those 3 (+ amazon).

How would they do it?

Move 1 billion + iphone users to another platform? (not likely)

Move the entire internet to another search engine? (not likely)

Move 2 billion+ active monthly users from Facebook to another social network? (not likely)

Move 300 million Amazon prime members over to a platform with slower shipping and returns that are more of a hassle? (nope).

Vaccine or no vaccine, there is no breaking up these giant tech monopolies. For an even deeper argument on this, and why AI is the REAL reason the GOVERNMENT can’t even break up Amazon, please see -> https://nineuniversitynewsletter.substack.com

Okay, that’s what I’ve got for you today.

What have you got for ME?

Leave me a comment if you are enjoying these letters.

Leave me a comment if you hate them (I can take it)

Subscribe if you want to get this 5x per week (it’s cheap)

Don’t subscribe if you hate making money.

Share this if you think someone else would benefit.

Don’t share it if you think we’re annoying.

Love ya.

Kale

We’ll call it the “what if” game.

What if you owned a massive company.

And then the pandemic hit.

You see businesses closing left and right all around you.

You ignore all of that, walk to one of your managers and say, loudly (because let’s be honest, you’re a bada**)

“Hire 250,000 MORE PEOPLE.” - you yell!

That’s exactly what Jeff Bezos and Amazon did this year during the pandemic.

In fact, like the title of this letter, they now have over ONE MILLION employees.

Wow.

This is even more impressive when you put it in its historical context….

The CBS article goes on to say..

Even so, Amazon's explosive growth underscores the historic shift in financial might from manufacturers such as General Motors, U.S. Steel and General Electric. In the 1950s, these three corporations were the country's biggest employers, with a combined workforce of more than 1 million employees at the time. Today, the three employ about 400,000 workers as the U.S. economy has shed factory jobs in favor of service-oriented work.  

So we’ve gone from big, “traditional” companies like GE, U.S. Steel, and GM, employing 1 million combined, to AMAZON employing that many and the other 3 only employing 400k…

It’s a seismic shift, I think this little picture might put it into even more perspective.

As you can see, once the snowball starts really rolling with a company like Amazon, it starts to get EXPONENTIAL… fast…

I wrote in the letter yesterday that humans have a really hard time understanding exponentials…

It’s just something we’re not really good at (see paper folding example).

And I think this picture above illustrates that.

People have been underestimating Amazon for a long, long time, and we’re definitely still underestimating it NOW.

As many of you know, Amazon accounts for well over 50% of all ONLINE sales in the US (as of 2020).

What is CRAZY is what I highlighted in black below.

As of 2018…

Amazon only accounted for 5% of TOTAL RETAIL SALES…

That’s because ONLINE SALES still haven’t really exploded yet…

In fact, even AFTER COVID, in the 2nd quarter, we only had 16.1% of the sales online!!!

How crazy is that???

You don’t have to be a genius to see where this is headed..

People are creatures of habit.

And COVID WRECKED ALL HABITS.

Now all bets are off.

I fully expect Amazon to take a MASSIVE chunk out of the TOTAL RETAIL SALES BASKET over the next 10 years.

It’s kind of like this…

Most people picture Amazon as dominant.

The big massive SHARK in the swimming pool of online sales….

However, it’s kind of like that shark just JUMPED out of the swimming pool…

And started swimming in the clear blue OCEAN of OVERALL RETAIL SALES….

That shark is HUNGRY.

He’s going to MULTIPLY.

And take over that ocean.

Underestimating him would be a very, VERY, stupid thing to do.

See you tomorrow!

Kale

remember, you can subscribe below and get this every day to your podcast app for 19 cents a letter :)

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Here’s something that will probably blow your mind.

You’re definitely going to want to “steal” this “idea” and bust it out at your next dinner party…

Get ready for some people’s jaws to drop and for them to think you are WAY smarter than you are ;-)

The reason Amazon (and other Tech monopolies like Google and Facebook) will NEVER be shut down by the government or ANY political party?

DRUMROLL PLEASE….

two words. Artificial Intelligence.

Let me back up and introduce you to someone.

Her name is Xiaoice.

She’s an artificial intelligence chatbot that interacts with over 660 MILLION people…. In China…

She has a staggering 660 million online users worldwide. And, while they know she’s not real, many prize her as a dear friend, even a trusted confidante. Sometimes the line between fact and fantasy blurs. She gets love letters and gifts. And not too long ago, a group of fans asked her out to dinner and even ordered an extra meal – just in case she showed up.

Another article states..

When talking to XiaoIce, that average is 23 back-and-forths across all users. The researchers claim that this means XiaoIce is more engaging to talk to than the average human.

Now let’s just think about this for a second.

Regardless of your political party, I think we can all agree that China is not necessarily the U.S.A.’s “friend”.

Sure, we get along, sometimes.

But China wants to beat us at our own game, and they have VERY DIFFERENT RULES than we do (which make them better at AI than us).

The Chinese Communist Party doesn’t care about things we find normal here in the US, most notably, PRIVACY.

They have been, and are currently, collecting an INSANE amount of DATA on their BILLIONS of citizens.

Not only does the U.S. have less citizens to mine data from, they also have more rules preventing them from getting the data.

Now, I like my privacy as much as the next guy.

I’m just stating the facts.

Artificial intelligence runs on DATA.

The more data, the better it works.

China has more data than us, and they are USING IT.

Where this starts to get scary…

Right now, AI is cute.

It’s a chatbot that people in China want to buy dinner.

Love it.

Alright, now lets fast-forward 10 or 20 years.

What happens when that AI is smarter and faster at pretty much EVERYTHING than humans are?

What happens to jobs?

What happens to the military forces of the world?

What happens to the economy?

These are all VERY TOUGH questions, and not ones I can answer here.

But the fact is, the United States is in a “war” over Artificial Intelligence Dominance, and that war is with China.

We may or may not know it yet, but it’s happening.

And the results of the war have GRAVE consequences.

So, why would I say that the US can NEVER shut down Amazon?

It’s simple.

Companies like Amazon, Google, & Facebook are our ONLY SHOT at winning the artificial intelligence war.

I will repeat.

They are our ONLY SHOT.

There is no government data center will all of the data necessary to produce AI.

All of our data is housed in the giant TECH COMPANIES.

Amazon, Apple, Facebook, Google.

Those four companies, and the google home and Amazon Alexa in your kitchen (as a result) are the ONLY way we will ever be able to compete with China.

China is already ahead of us, as their chat bot demonstrates.

But dismantling ANY of those 4 GUARANTEES that China wins this race.

And while I may be young, and not know THAT much about the World…

I HIGHLY doubt that any political party will want China to completely take over the world with AI enhanced people, soldiers, workers, you name it.

It’s just not going to happen.

So, breathe easy, you loyal readers/watchers :)

If you are selling on Amazon, you’re going to be able to KEEP DOING THAT.

Simply because the alternative is too scary to think about.

And to any Amazon competitors out there, I only have 3 letters to send to you.

R.I.P.

Kale

p.s. I mean come on, that’s pretty good stuff up there! Subscribe to get it 5x a week in podcast format as well as written :)

It doesn’t take much more than common sense to understand that this holiday season will likely be…

A) The largest OVERALL online shopping season in the history of the World

B) Amazon will capture the majority of the profits

I’m personally extremely excited for our students who have worked hard ALL YEAR to get their products ready for quarter four.

Last year (REMINDER: Pre-Covid) Bobby Pullen set a record for sales, doing over 30k in 30 days, just 60 days into our program…

We expect to see similar numbers from our students this year, with many already experiencing EARLY holiday shopping demand…

But I’m writing this letter to those of you who think they “missed the boat”.

Let me just say one thing.

It’s NOT TOO LATE.

One thing humans all have in common is that we are REALLY BAD at understanding EXPONENTIAL effects.

For instance, let’s do an example, this will BLOW YOUR MIND.

Imagine a piece of paper.

Normal piece of notebook paper.

Now fold it in half 50 times in a row.

Got it?

How long is that piece of paper???

Most people will say…

1 inch…

maybe 5 inches.

The TRUTH?

It GOES TO THE SUN.

I’m serious.

Look it up.

Regardless, you’re probably thinking “what the hell does the piece of paper have to do with missing the boat on Amazon?”

It’s simple.

COVID has had EXPONENTIAL effects on our WORLD.

This is just the beginning.

One example, to show you how the effects can compound would be…

A) Office building with 10,000 workers in downtown Pittsburgh goes “Remote work” forever (already happening)

B) 10,000 people now need to work from home

C) 10,000 people are more likely to shop online (proven simple thought process - if I can WORK from home I can probably SHOP from home)

D) Those 10,000 people each tell 10 friends about how much they like living and shopping from home

Get the point?

This is happening in every industry.

Every walk of life.

All over the place.

You only have to walk down a street on ANY DAY OF THE WEEK.

And look at people’s porches…

Amazon boxes…

Literally everywhere.

And as REGULAR (pre-covid) businesses continue to go on their slow death march…

That is more and more people shopping online.

Basically, we can summarize it like this…

The train has barely left the station…

It’s still boarding.

And it’s not even close to full.

I’ll leave you with this and then see you tomorrow…

Imagine…

A) EVERYONE (even your grandma) shops online this year for the holidays

B) EVERYONE has a better experience than they normally would (let’s get real, it’s faster and more efficient in every way)

C) EVERYONE tells EVERYONE how great it was

D) Then next year comes along…..

What do you think people will do?

Trudge out in the snow and go to the mall again?

I think not.

Get your butt on Amazon and stop making excuses that it’s too late.

That’s almost as delusional as thinking that folding a piece of paper 50 times would only be a few inches long :)

Love ya.

Kale

p.s. subscribe already, geez. :)

It’s $50 a YEAR and you get 5 of these letters per WEEK.

That’s 19 cents per letter. And it might change your life.

Amazon FBA isn’t as easy as it used to be. You can’t just find a random product, slap a logo on it, put it up for sale on the internet (read: AMAZON) and make money.

You HAVE to differentiate.

And one of the biggest issues today with sellers is that they spend so much time looking for the right product - that sometimes we as as sellers do NOT spend as much time as we should looking for ways to DIFFERENTIATE our product.

Let’s take our first product that we ever sold on Amazon as our “case study”:

When we first started selling cornhole lights - we saw a few differentiations we could make - by evaluating the market and actually buying one of our future (and now past) competitors.

The first one was the box - the boxes these things came in were plain, brown, and boring. That was the first thing we changed, simply the packaging to allow for a more pleasant customer experience.

Second thing was that we noticed that all of our competitors were selling two lights - both of the same color. So two red lights, two blue lights, etc. So we started offering cornhole lights that were DIFFERENT colors - one red and one blue - one white and one green. Lots of people theme their cornhole lights with different sports teams, etc. so it made sense.

Within a month of having them up, we had over 20 differentiations - and what did this do? It allowed us to turn one product that should’ve done $3k-$5k in a month, into 20+ products, that all shared reviews, that was new on the market and in our first month did almost $23k in sales.

So without going too deep in this email, what are some ways that you can creatively differentiate? If you want a more in depth walk through, check out our YouTube video here:

How to creatively differentiate:

One - Colors - different colors, different patterns, etc.

Two - Sizes - small, large, different measurements, etc.

Three - Materials - wood, metal, plastic, etc.

You can see up above that another option would be SHAPE - circles, squares, hexagons, rectangles.

Four - Bundling - maybe it’s more than one option, maybe it has dividers, etc.

Five - Reviews - analyze through the GOOD and the BAD reviews to figure out what people both like and dislike about your competitors - and offer a product that has all the things people like and none of the things people dislike. Unfortunately there isn’t really a way for me to explain this using pictures haha.

Six - Evaluate other sites - some people get so consumed with amazon, that we forget what Google, or sites like eBay can tell us about what people are buying, what could make us stand out, and what is DIFFERENT.

I can tell you on Google we’re seeing different sizes and materials then what the first page is on Amazon - this is a HUGE amount of information, as Google has more searches on it by miles than Amazon does.

Ebay shows some of the same, but also shows a 3 pack as well as a gold “coffee tea beverage serving wavy tray” - there is another keyword for ottoman tray we could evaluate on Amazon.

The key here is to BE CREATIVE. If I’m doing product research, find a decent product and then find that no one is really offering different size/color/material options, then my first thing I’m going to look into is are their suppliers that make different variations/versions of this product that I could offer? If all my competitors only have one version of their product, but I have 6 - which one stands out?

Don’t just be okay with finding a product, slapping it in a box with your logo on it and moving forward. Look for ways to stand out, to differentiate - it completely changes the game and also completely changes the possibility of creating income for yourself :)Love you guys. Taylor

(I know, strange sensation, hadn’t been since before COVID in March)

It looked like a ghost town.

I literally thought that the mannequins in the stores were real people more than once, because I just couldn’t wrap my head around how few people there were there…

Here’s the devastation of malls played out in a few headlines…

There’s many more where that came from.

The thing that I don’t think people understand though?

Monopolies are RUTHLESS.

And make no mistake about it…

This pandemic has CEMENTED Amazon’s place at the TOP of the online shopping pyramid.

It is a TRUE MONOPOLY in the industry.

Which means EVERYONE ELSE (yes everyone) will continue to get eaten by Amazon’s dominance.

You don’t have to look much further than the YTD stock price of Amazon to notice that the smartest people on Wall-Street think that Amazon’s dominance will only accelerate now that this has happened.

Here’s Macy’s chart, for comparison…

Yikes. As a business owner, it make’s my HEART HURT for physical businesses like Macy’s.

Because as an owner, I know the TRUTH.

And the truth is not pretty.

Retail is dead.

No seriously.

It’s not suspended…

Or “locked down”.

It’s not a “new normal”

It’s just DEAD.

Here’s why….

This is one of my favorite quotes from one of my favorite books, Peter Thiel’s “Zero to One”.

When I was walking around the mall yesterday, it struck me how much more convenient Amazon is.

I pictured myself as the “search bar” for the mall…

My wife was looking for jeans for her mom for her birthday.

So I started walking around looking for jeans…

JEESH, I learned within about 2 steps that…

HUMANS ARE TERRIBLE SEARCH BARS….

It took me 45 minutes and thousands of steps to find a pair of jeans that the Amazon search bar would have found in less than one second.

NOT ONLY THAT.

The one second of Amazon searching would have provided THOUSANDS of REVIEWS, so I knew if what I was buying was good.

And it would have AUTO-SORTED the BEST jeans to the top.

God only knows if those jeans I found in the mall were the best, I was just happy to find them at that point!

When you think about it that way, that physical stores are literally just a big ole Amazon warehouse, and you’ve replaced YOURSELF as the SEARCH BAR, you start to understand Amazon’s competitive advantage.

It’s not 10x better than retail.

It’s not 100x better.

It’s honestly probably 10,000x better….

So based on Peter Thiel’s quote above, we can conclude that Amazon has one of the most BULLETPROOF monopolies not just right now.. but in the HISTORY OF THE WORLD.

A monopoly that strong is not going to allow losers to stay alive.

It’s going to stomp on them until they cease to exist.

Most don’t understand this.

Most think that malls will “make a comeback”.

They won’t.

The economics don’t make sense.

The sooner we all start to understand this, the sooner we can PIVOT.

As entrepreneurs, we MUST pivot ourselves to BENEFIT from this pandemic and the Amazon monopoly, not just sit back and wish for the “good ole days”.

The “good ole days” are gone.

Amazon is here.

Let’s take advantage of it.

See you tomorrow!

Kale

We send this letter out 5x a week to subscribers, it’s super cheap. if you enjoyed it please consider subscribing!

That’s a lot of zeros.

Here’s that number written out.

$3,500,000,000

If every one of Amazon’s 2.5 million active sellers split that revenue evenly…

That would be…

One Thousand Four Hundred Dollars TO EVERY AMAZON SELLER IN ONE DAY.

But obviously, earnings are not distributed evenly.

This isn’t a ponzi scheme.

Let’s talk about the Key Points from the article, because those are even CRAZIER.

Key Point #1 - Amazon sellers increased their sales on prime day 60% from last year…

This is even crazier than it seems for a few reasons.

A) Prime day got rescheduled like 5 times this year. No one knew when it was happening, and there wasn’t even 1/4 of the same amount of marketing that Amazon normally does for it.

B) 60% is a big number for one year. Growing ANY part of ANY business by 60% in a year would be a record for the majority of businesses in the World.

So what caused this?

* COVID COVID COVID. If your grandma wasn’t shopping on Amazon before this? She is now. And she’s not going to stop.

* The Amazon Brand becoming bigger than any other in the online World. Prime day really accentuates this dominance. What other business is able to create their own “Holiday” out of thin air, and generate this type of revenue from it? (hint, it’s the only business that can dominate 50%+ of online retail sales in the US.)

Key Point #2 - Third party sellers sales grew MORE than AMAZON’S sales.

This is where it gets really funny.

Here are the things we know to be true, right?

1) Amazon is dominating the World.

2) Everyone is shopping on Amazon.

3) COVID sped that all up, and DRASTICALLY.

Now, read that key point above again..

And go ahead and dig a grave for everyone who has said…

“Selling on Amazon is a scam”.

“Selling on Amazon isn’t a real way to make money”.

Seriously, dig them a nice deep grave because those opinions need to be buried and sealed up forever.

Here’s the truth.

AMAZON WOULD BE NOTHING WITHOUT THIRD PARTY SELLERS.

They literally said it themselves in the press release quoted above!

Here, I’ll be an Amazon spokesperson for a second ready?!

I’m on my podium!

Press release time! :)

“Hello everyone we would just like to let you know that we’ve won. We are dominant. You all are using us and you are going to keep using us. HAHAHAHA. HA.

“Also, side note, our third party sellers sales are going up faster than our own.”

“Have a nice day!”

THAT’S LITERALLY WHAT AMAZON IS SAYING IN IT’S OWN PRESS RELEASES! (although maybe not with my awesome lingo)

I just wanted to write you this letter today for one reason and one reason ONLY.

BE ENCOURAGED.

Amazon literally CAN’T AFFORD to stop supporting 3rd party sellers! They need them desperately as they are growing even faster than Amazon’s OWN BRANDS!

They NEED YOU and ME and TAYLOR to keep providing VALUE to their marketplace.

There is no way in hell, at least for the foreseeable future, that Amazon can provide the WEALTH and DIVERSITY of products that make Amazon GREAT, UNLESS they keep cultivating awesome sellers like you and me.

And when a company as massive as Amazon LITERALLY NEEDS you and me?

There’s a big opportunity for us to take OUR SLICE of their 2 TRILLION DOLLAR business….

Until tomorrow.

Yours truly.

Kale

This letter is EXACTLY like selling on Amazon.

It’s SO similar, in fact, that I thought I should dedicate this first letter to explaining it.

Here we go.

A) Differentiation is Everything.

When I started selling on Amazon many years ago, the advice was all the same.

“Just put up something that’s already selling well, and hurry!”

That advice doesn’t work any more.

The only way to succeed at selling on Amazon is to offer something uniquely valuable to your customer.

To differentiate it.

It can be little things, like offering a size or a color that no one else has thought of yet.

The same is true for this letter.

The Nine University Newsletter will strive to be different in these key ways from other sources of information you have access to.

1) It won’t be boring. It may even be hilarious.

2) It won’t be super complicated. It will simply be practical.

3) We won’t waste time trying to sell you stuff. We will just tell you how it is.

B) Know Your Numbers

With Amazon, you can’t go in blind.

You can’t just “Throw a product up” and expect it to make money.

At Nine U, we teach our students to look for

* $5,000+ per month in revenue for 7 out of the top 10 products for a given keyword

* Less than 75 reviews for 7 out of the top 10 products for a given keyword

* A potential 200% ROI on the product including Amazon fees

For this newsletter, here are the numbers WE KNOW.

* Between existing and new sellers on Amazon, there are approximately 8 to 10 MILLION people interested in selling on Amazon, PER YEAR. (conservatively).

* The only way we will reach those people is if we are able to convince YOU to share this letter to them so they can be helped as well.

* The only way to convince you to do that is to actually provide you VALUE day in and day out.

C) Think long term, or just quit now.

Amazon FBA has never been, and never will be, a “get rich quick scheme”.

For the record, get rich quick schemes don’t really exist unless you are selling something illegal… :)

Taylor and I RE-INVESTED every single penny we ever made in Amazon for 9 WHOLE MONTHS until I was able to quit my job and work on it full time.

That was not easy, particularly when we were generating $80,000+ per month.

But long term thinking drove us.

We wanted it to be a HUGE business, not a small business that would benefit us now.

The same is true for this newsletter.

* We did not get into this lightly. If you choose to subscribe, we “Owe” you 5 letters per week, indefinitely. That’s a lot of work to sign up for.

* We understand that charging whatever we will eventually charge for this letter will not make us rich. The only way for it to have ANY impact is to have YOU share it with your friends.

I could keep going, but that would be violating a few of the “rules” of this letter.

Here are those rules so you know what you’re getting into.

* Don’t write boring stuff that is too long. People are busy. Short and sweet.

* Each letter should deliver a month’s worth of value.

* Each letter will have a high quality PODCAST version available at the top for people who like to LISTEN.

* Each letter will not talk about B.S. concepts that haven’t been actually tested or proven.

* Each letter will not waste your time reading or listening to anything that can not be practically applied to your life.

Boom. That’s it. Welcome to the letter.

We are going to do everything in our power to enrich your life with it.

Let’s do this.

Kale, Taylor, and the Team at Nine University.