Clay Hoberecht owns Best Body Shop and Wichita Wagyu—two wildly different businesses united by one principle: radical transparency. In this episode, Clay shares the story of how he became one of Wichita's most unusual social media success stories by publicly exposing how insurance companies operate, what they pressure shops to hide from customers, and what people are actually entitled to when they file a claim. It cost him friendships and landed him in courtrooms, but it also built him a loyal following of customers who value honesty over profits. Beyond the body shop, Clay discusses his intentional approach to scaling Wichita Wagyu—choosing to stay analog and niche rather than chase commercialization. He turned down online ordering, removed his e-commerce website, and now requires customers to call directly. It's a counterintuitive strategy in an age of digital convenience, but it works for his brand. Samuel and Clay also dive into personal productivity habits, reading routines, and what it means to build a business where you actually enjoy the work.
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So, I called the insurance back and I So, I called the insurance back and I was like, "Hey, man, you know, we're was like, "Hey, man, you know, we're was like, "Hey, man, you know, we're buddy-buddy, right? We're buddy-buddy, right? We're buddy-buddy, right? We're And I said, "Hey, I just got off the And I said, "Hey, I just got off the And I said, "Hey, I just got off the phone with the customer and he really phone with the customer and he really phone with the customer and he really wants to know what we can tell I wants to know what we can tell I wants to know what we can tell I And it was like And it was like And it was like a flip. He's like, "What?" I got I mean, a flip. He's like, "What?" I got I mean, a flip. He's like, "What?" I got I mean, there's a $20 difference or whatever it there's a $20 difference or whatever it there's a $20 difference or whatever it was and he goes, "Do you know who was and he goes, "Do you know who was and he goes, "Do you know who the hell you're working with?" I'm like, the hell you're working with?" I'm like, the hell you're working with?" I'm like, "What?" He goes, "We'll run your ass "What?" He goes, "We'll run your ass "What?" He goes, "We'll run your ass over, Clay." I'm like, and this went over, Clay." I'm like, and this went over, Clay." I'm like, and this went from we're friends we're friends we're friends » Wow. » Wow. » Wow. » to and I was like, "Whoa." » to and I was like, "Whoa." » to and I was like, "Whoa." » The Killer Growth Podcast starts now. » The Killer Growth Podcast starts now. » The Killer Growth Podcast starts now. » » What's up, guys? Sam McVay here at the » What's up, guys? Sam McVay here at the Killer Growth Podcast and today I have Killer Growth Podcast and today I have Killer Growth Podcast and today I have Clay Heubright with Best Body Shop, Clay Heubright with Best Body Shop, Clay Heubright with Best Body Shop, which Wagyu, which Wagyu, which Wagyu, maybe a new media company. Who knows maybe a new media company. Who knows maybe a new media company. Who knows what else he's in. what else he's in. what else he's in. » on some stuff. » on some stuff. » on some stuff. » I'm excited to hang out with you. We I » I'm excited to hang out with you. We I » I'm excited to hang out with you. We I know we've met. know we've met. know we've met. Um probably, but I've never actually Um probably, but I've never actually Um probably, but I've never actually like had a long-format discussion with like had a long-format discussion with like had a long-format discussion with you. Even like over coffee, I don't you. Even like over coffee, I don't you. Even like over coffee, I don't think. think. think. » Yeah, I think » Yeah, I think » Yeah, I think church. church. church. » Why do you not like me? » Why do you not like me? » Why do you not like me? » Um well, it's » Um well, it's » Um well, it's » » » » it's mainly » it's mainly » it's mainly you have way too many books. you have way too many books. you have way too many books. » You have way too many books. » You have way too many books. » You have way too many books. » » » » Yeah. » Yeah. » Yeah. » Just you're you're you're you're you » Just you're you're you're you're you » Just you're you're you're you're you intimidate me with the you intimidate me with the you intimidate me with the level of books that you have. the level of books that you have. the level of books that you have. » of literature. » of literature. » of literature. » Yeah. » Yeah. » Yeah. » Well, to be fair, I'm not a book guy um » Well, to be fair, I'm not a book guy um » Well, to be fair, I'm not a book guy um until the last like 6 months. Became a until the last like 6 months. Became a until the last like 6 months. Became a big book guy. big book guy. big book guy. » Yeah. » Yeah. » Yeah. » Started reading fiction » Started reading fiction » Started reading fiction uh and it's helped my sleeping problems, uh and it's helped my sleeping problems, uh and it's helped my sleeping problems, actually. actually. actually. » Really? » Really? » Really? » So, I if I read non-fiction, like that's » So, I if I read non-fiction, like that's » So, I if I read non-fiction, like that's all I ever read. It was, you know, all I ever read. It was, you know, all I ever read. It was, you know, business, self-help, whatever. Uh so, I business, self-help, whatever. Uh so, I business, self-help, whatever. Uh so, I started reading fiction cuz I if I read started reading fiction cuz I if I read started reading fiction cuz I if I read like a non-fiction at night, like my like a non-fiction at night, like my like a non-fiction at night, like my brain gets going. brain gets going. brain gets going. » Yeah. » Yeah. » Yeah. » And I already have a hard time sleeping, » And I already have a hard time sleeping, » And I already have a hard time sleeping, but when I read fiction, it's like but when I read fiction, it's like but when I read fiction, it's like falling asleep to TV, but you don't have falling asleep to TV, but you don't have falling asleep to TV, but you don't have all that brightness, you know, you turn all that brightness, you know, you turn all that brightness, you know, you turn on like an office episode. on like an office episode. on like an office episode. » Yeah. » Yeah. » Yeah. » Just something you can just that's » Just something you can just that's » Just something you can just that's a bad habit I've had my whole life. I a bad habit I've had my whole life. I a bad habit I've had my whole life. I grew up with it. My dad has it. Like grew up with it. My dad has it. Like grew up with it. My dad has it. Like that's how we were raised. You just turn that's how we were raised. You just turn that's how we were raised. You just turn TV on, you fall asleep. TV on, you fall asleep. TV on, you fall asleep. » 100%. » 100%. » 100%. » Uh so now I read or do an audiobook and » Uh so now I read or do an audiobook and » Uh so now I read or do an audiobook and I'm listening and reading uh Brandon I'm listening and reading uh Brandon I'm listening and reading uh Brandon Sanderson, Sanderson, Sanderson, which is like a fantasy sci-fi and then which is like a fantasy sci-fi and then which is like a fantasy sci-fi and then also Sarah J. Maas, no judgements. Okay? also Sarah J. Maas, no judgements. Okay? also Sarah J. Maas, no judgements. Okay? It's it's good, all right? It's It's it's good, all right? It's It's it's good, all right? It's definitely not a book a lot of guys definitely not a book a lot of guys definitely not a book a lot of guys would say they read. would say they read. would say they read. » Yeah. » Yeah. » Yeah. » Uh but yeah, it's been super helpful and » Uh but yeah, it's been super helpful and » Uh but yeah, it's been super helpful and I've really enjoyed it. I read I read I've really enjoyed it. I read I read I've really enjoyed it. I read I read like 400 pages in Colorado. It was like 400 pages in Colorado. It was like 400 pages in Colorado. It was wonderful. wonderful. wonderful. » Yeah, so I don't I don't read like » Yeah, so I don't I don't read like » Yeah, so I don't I don't read like physical copies of really anything. physical copies of really anything. physical copies of really anything. » Yeah. » Yeah. » Yeah. » I I I listen to everything. Throw in the » I I I listen to everything. Throw in the » I I I listen to everything. Throw in the earbuds. Um I've got a uh my phone is earbuds. Um I've got a uh my phone is earbuds. Um I've got a uh my phone is just jacked with books and I'm just jacked with books and I'm just jacked with books and I'm consistently » It's awesome. Do you do Audible? » It's awesome. Do you do Audible? » It's awesome. Do you do Audible? » Mhm. I use Audible. Get your little » Mhm. I use Audible. Get your little » Mhm. I use Audible. Get your little credits. credits. credits. » Oh, dude. » Oh, dude. » Oh, dude. » Dude, my daughter, I didn't realize it, » Dude, my daughter, I didn't realize it, » Dude, my daughter, I didn't realize it, she's been taking all my credits. She she's been taking all my credits. She she's been taking all my credits. She listens to a lot They my girls, listens to a lot They my girls, listens to a lot They my girls, thankfully, they read a lot, they listen thankfully, they read a lot, they listen thankfully, they read a lot, they listen to a lot. And I had no clue and I go to a lot. And I had no clue and I go to a lot. And I had no clue and I go into Colorado cuz it's time for me to into Colorado cuz it's time for me to into Colorado cuz it's time for me to download my next Brandon Sanderson book. download my next Brandon Sanderson book. download my next Brandon Sanderson book. They're all gone. They're all gone. And They're all gone. They're all gone. And They're all gone. They're all gone. And I've been like stocking them up, I I've been like stocking them up, I I've been like stocking them up, I thought. thought. thought. » Yeah. » Yeah. » Yeah. » All of them gone. Didn't even have one. » All of them gone. Didn't even have one. » All of them gone. Didn't even have one. And I see all these books downloaded and And I see all these books downloaded and And I see all these books downloaded and some of them I'm like, what is some of them I'm like, what is some of them I'm like, what is » You're like, » You're like, » You're like, » She's really into environment stuff. So » She's really into environment stuff. So » She's really into environment stuff. So she's like listening to books that I'm she's like listening to books that I'm she's like listening to books that I'm not going to listen to. Like she'll read not going to listen to. Like she'll read not going to listen to. Like she'll read books that are over my head. books that are over my head. books that are over my head. » Yeah. Yeah. » Yeah. Yeah. » Yeah. Yeah. » I was like, how does she go » I was like, how does she go » I was like, how does she go » How old are your kids? » How old are your kids? » How old are your kids? » Uh se- going into seventh grade is my » Uh se- going into seventh grade is my » Uh se- going into seventh grade is my oldest and then my youngest is in pre-K. oldest and then my youngest is in pre-K. oldest and then my youngest is in pre-K. So I have four daughters, uh 12 down to So I have four daughters, uh 12 down to So I have four daughters, uh 12 down to four. four. four. » Wow. Wow. Wow. Wow. Yeah, we've got » Wow. Wow. Wow. Wow. Yeah, we've got » Wow. Wow. Wow. Wow. Yeah, we've got we've got three kids. we've got three kids. we've got three kids. » Okay. » Okay. » Okay. » Um they're all relatively young. You've » Um they're all relatively young. You've » Um they're all relatively young. You've got uh got uh got uh 11, 11, 11, eight, and three. eight, and three. eight, and three. » I mean, relative to you, that's very » I mean, relative to you, that's very » I mean, relative to you, that's very young, I'm sure. young, I'm sure. young, I'm sure. » Yeah. Yeah. Yeah. » Yeah. Yeah. Yeah. » Yeah. Yeah. Yeah. » How old are you, actually? I don't know » How old are you, actually? I don't know » How old are you, actually? I don't know how old you You're 40. how old you You're 40. how old you You're 40. » I just turned 40 in December. » I just turned 40 in December. » I just turned 40 in December. » you've got that look, especially with » you've got that look, especially with » you've got that look, especially with your beard, like it could go either way. your beard, like it could go either way. your beard, like it could go either way. You could have said 32, and I wouldn't You could have said 32, and I wouldn't You could have said 32, and I wouldn't have been surprised. You could have said have been surprised. You could have said have been surprised. You could have said 50, and I wouldn't have been surprised. 50, and I wouldn't have been surprised. 50, and I wouldn't have been surprised. » Well, the rule of thumb is if I ever do » Well, the rule of thumb is if I ever do » Well, the rule of thumb is if I ever do anything outlaw, anything outlaw, anything outlaw, » Oh. » Oh. » Oh. » I could cut the beard. » I could cut the beard. » I could cut the beard. » Oh. » Oh. » Oh. » » » » That's a good idea. » That's a good idea. » That's a good idea. » like a 17-year-old. » like a 17-year-old. » like a 17-year-old. I always told people that I always told people that I always told people that » So, you do have a baby face under there. » So, you do have a baby face under there. » So, you do have a baby face under there. » I'm I don't know, but just » I'm I don't know, but just » I'm I don't know, but just » Yeah. I haven't seen it in so long. » Yeah. I haven't seen it in so long. » Yeah. I haven't seen it in so long. » Look at my dad, I guess. » Look at my dad, I guess. » Look at my dad, I guess. » Yeah, I haven't seen it in 15 years, so. » Yeah, I haven't seen it in 15 years, so. » Yeah, I haven't seen it in 15 years, so. But, no, I I probably could answer the But, no, I I probably could answer the But, no, I I probably could answer the door to the police looking for me. to the police looking for me. to the police looking for me. Yeah, where is that guy? Let me Yeah, where is that guy? Let me Yeah, where is that guy? Let me Or just what you told me earlier with Or just what you told me earlier with Or just what you told me earlier with the telemarketer. They asked for Clay. the telemarketer. They asked for Clay. the telemarketer. They asked for Clay. Oh, he's busy on the phone right now. Oh, he's busy on the phone right now. Oh, he's busy on the phone right now. » Yeah, exactly. Yeah. » Yeah, exactly. Yeah. » Yeah, exactly. Yeah. » That's a great idea. » That's a great idea. » That's a great idea. » Cole Birch? I don't know I don't know » Cole Birch? I don't know I don't know » Cole Birch? I don't know I don't know who that is. who that is. who that is. » » » » Yeah. » Yeah. » Yeah. » All right, you will. Let's Let's jump » All right, you will. Let's Let's jump » All right, you will. Let's Let's jump into your story. into your story. into your story. I started following you when I saw you I started following you when I saw you I started following you when I saw you had an insane amount of followers on had an insane amount of followers on had an insane amount of followers on Instagram, and all of your content was Instagram, and all of your content was Instagram, and all of your content was auto body shops. auto body shops. auto body shops. » Mhm. » Mhm. » Mhm. » So, go go to the beginning of that. » So, go go to the beginning of that. » So, go go to the beginning of that. Like, what got you into the auto body Like, what got you into the auto body Like, what got you into the auto body world? world? world? » Well, I mean, I I got into the collision » Well, I mean, I I got into the collision » Well, I mean, I I got into the collision world 20 some years ago. world 20 some years ago. world 20 some years ago. Um very simple. Um very simple. Um very simple. Uh I was in the back of my mom's car. Uh I was in the back of my mom's car. Uh I was in the back of my mom's car. Getting to the be that age of where you Getting to the be that age of where you Getting to the be that age of where you got to get a job. My dad owned uh a got to get a job. My dad owned uh a got to get a job. My dad owned uh a couple businesses. couple businesses. couple businesses. » you were about to say you were living in » you were about to say you were living in » you were about to say you were living in the back of the car, and I'm like, oh, the back of the car, and I'm like, oh, the back of the car, and I'm like, oh, here comes the tears. here comes the tears. here comes the tears. » Yeah. Yeah. » Yeah. Yeah. » Yeah. Yeah. Well, here it comes already. Well, here it comes already. Well, here it comes already. » A little violin. » A little violin. » A little violin. » Yeah. Uh but, we drove by a body shop. » Yeah. Uh but, we drove by a body shop. » Yeah. Uh but, we drove by a body shop. » Okay. » Okay. » Okay. » And the garage door was open, » And the garage door was open, » And the garage door was open, and I remember looking in and going, and I remember looking in and going, and I remember looking in and going, that'd be cool. that'd be cool. that'd be cool. » Huh. » Huh. » Huh. » And uh so, I I went and applied to every » And uh so, I I went and applied to every » And uh so, I I went and applied to every body shop in Wichita. body shop in Wichita. body shop in Wichita. » And how old were you? » And how old were you? » And how old were you? » I was » I was » I was 17, 18-ish. Like I was right at that I 17, 18-ish. Like I was right at that I 17, 18-ish. Like I was right at that I had always worked with my dad. had always worked with my dad. had always worked with my dad. He owned uh an awning cleaning company, He owned uh an awning cleaning company, He owned uh an awning cleaning company, a window cleaning company. a window cleaning company. a window cleaning company. Um he put Christmas lights up in Um he put Christmas lights up in Um he put Christmas lights up in Christmas. Christmas. Christmas. And it was good money and we worked And it was good money and we worked And it was good money and we worked hard, but hard, but hard, but if if if you if if if you if if if you if you know anybody that has a dad that if you know anybody that has a dad that if you know anybody that has a dad that has a business, has a business, has a business, you always want to go do your own thing. you always want to go do your own thing. you always want to go do your own thing. » Sure. » Sure. » Sure. » Right, wrong, or indifferent. Um » Right, wrong, or indifferent. Um » Right, wrong, or indifferent. Um And so I applied for every body shop I And so I applied for every body shop I And so I applied for every body shop I could and nobody could would hire me. could and nobody could would hire me. could and nobody could would hire me. Um Um Um » So then you grew the beard. » So then you grew the beard. » So then you grew the beard. » So I grew the beard and the » So I grew the beard and the » So I grew the beard and the next and the next day next and the next day next and the next day » And it instantaneously so they're like, » And it instantaneously so they're like, » And it instantaneously so they're like, "We'll take you on." "We'll take you on." "We'll take you on." » They light it up. » They light it up. » They light it up. » Here's your pack of cigarettes. Let's » Here's your pack of cigarettes. Let's » Here's your pack of cigarettes. Let's get to work. get to work. get to work. » Yeah. » Yeah. » Yeah. » Yeah. They're like, "Wait a minute." » Yeah. They're like, "Wait a minute." » Yeah. They're like, "Wait a minute." » You should be studied, sir. » You should be studied, sir. » You should be studied, sir. » We've got a miracle kid here. » We've got a miracle kid here. » We've got a miracle kid here. No, we um No, we um No, we um we [clears throat] ended up I ended up we [clears throat] ended up I ended up we [clears throat] ended up I ended up taking a job at Walmart. taking a job at Walmart. taking a job at Walmart. » Okay. » Okay. » Okay. » And then went to a body shop and said, » And then went to a body shop and said, » And then went to a body shop and said, "I'll work for free." "I'll work for free." "I'll work for free." And I was there for like a year. And I was there for like a year. And I was there for like a year. » Oh, good for you, man. » Oh, good for you, man. » Oh, good for you, man. » And what uh what I think really » And what uh what I think really » And what uh what I think really helped me out early on is I was like the helped me out early on is I was like the helped me out early on is I was like the first one there, last one to leave. Um I first one there, last one to leave. Um I first one there, last one to leave. Um I I became exceptionally good at I became exceptionally good at I became exceptionally good at everything that no one wanted to do. everything that no one wanted to do. everything that no one wanted to do. I started paying attention cuz I I was I started paying attention cuz I I was I started paying attention cuz I I was so hungry to learn. so hungry to learn. so hungry to learn. » Mhm. » Mhm. » Mhm. » And I was like, "Okay, nobody wants to » And I was like, "Okay, nobody wants to » And I was like, "Okay, nobody wants to clean the paint guns. I'm going to be clean the paint guns. I'm going to be clean the paint guns. I'm going to be the expert of cleaning paint guns. You the expert of cleaning paint guns. You the expert of cleaning paint guns. You know, I noticed that the toolboxes were know, I noticed that the toolboxes were know, I noticed that the toolboxes were dirty." I'm like, "Okay, I'll clean dirty." I'm like, "Okay, I'll clean dirty." I'm like, "Okay, I'll clean those." You know, and so as body guys those." You know, and so as body guys those." You know, and so as body guys would put their tools away, I'm like, would put their tools away, I'm like, would put their tools away, I'm like, "No, go ahead. I'll take care of this." "No, go ahead. I'll take care of this." "No, go ahead. I'll take care of this." And I'd sweep up and they're like kind And I'd sweep up and they're like kind And I'd sweep up and they're like kind of looking at me like, "Oh, okay." But of looking at me like, "Oh, okay." But of looking at me like, "Oh, okay." But that also that also that also made them want to help me. made them want to help me. made them want to help me. » Mhm. » Mhm. » Mhm. » And so when I'm asking all these stupid » And so when I'm asking all these stupid » And so when I'm asking all these stupid questions that get in your way, I'm questions that get in your way, I'm questions that get in your way, I'm "Where are you using 120?" Or "Where are you using 120?" Or "Where are you using 120?" Or » They're thinking about their clean paint » They're thinking about their clean paint » They're thinking about their clean paint gun in that moment. gun in that moment. gun in that moment. » Yeah, they're going "Come here, kid." » Yeah, they're going "Come here, kid." » Yeah, they're going "Come here, kid." You know. It's awesome. You know. It's awesome. You know. It's awesome. I'll never forget Greg Johnson was the I'll never forget Greg Johnson was the I'll never forget Greg Johnson was the guy that I worked for. guy that I worked for. guy that I worked for. And I had long hair back then, too. And I had long hair back then, too. And I had long hair back then, too. And um um um And every time he'd step into the booth, And every time he'd step into the booth, And every time he'd step into the booth, he'd say, "Hey, get over here. Wrap that he'd say, "Hey, get over here. Wrap that he'd say, "Hey, get over here. Wrap that head up, though. If I get hair in my head up, though. If I get hair in my head up, though. If I get hair in my paint job, I'm going to paint job, I'm going to paint job, I'm going to But it I mean, after a year, um But it I mean, after a year, um But it I mean, after a year, um Greg came to me and he goes, "Hey, I Greg came to me and he goes, "Hey, I Greg came to me and he goes, "Hey, I I think you I think you I think you like get into a a a job now, you know, like get into a a a job now, you know, like get into a a a job now, you know, go get a get paid for this, you know." go get a get paid for this, you know." go get a get paid for this, you know." » Yeah. » Yeah. » Yeah. » Yeah. And I did. So, I started doing » Yeah. And I did. So, I started doing » Yeah. And I did. So, I started doing that and went into a hot rod building that and went into a hot rod building that and went into a hot rod building and um um um Yeah, I mean, that's that's kind of the Yeah, I mean, that's that's kind of the Yeah, I mean, that's that's kind of the entry into the collision world. It entry into the collision world. It entry into the collision world. It wasn't until about 11 years ago when we wasn't until about 11 years ago when we wasn't until about 11 years ago when we opened Best Body Shop. opened Best Body Shop. opened Best Body Shop. » Okay. » Okay. » Okay. » I was in a two-car garage, you know, I » I was in a two-car garage, you know, I » I was in a two-car garage, you know, I was a was a was a It was the quintessential like It was the quintessential like It was the quintessential like situation where if you go to body guys, situation where if you go to body guys, situation where if you go to body guys, they almost always have something going they almost always have something going they almost always have something going on in their garage, and I was that guy. on in their garage, and I was that guy. on in their garage, and I was that guy. So, I had a two-car garage that I was So, I had a two-car garage that I was So, I had a two-car garage that I was running a business out of while working running a business out of while working running a business out of while working full-time at a shop. And we finally went full-time at a shop. And we finally went full-time at a shop. And we finally went after going full-time. after going full-time. after going full-time. Um course, it wasn't that romantic. I Um course, it wasn't that romantic. I Um course, it wasn't that romantic. I got fired got fired got fired » Mhm. » Mhm. » Mhm. » for smoking weed. » for smoking weed. » for smoking weed. » Yeah. » Yeah. » Yeah. » » » » That'll do it. » That'll do it. » That'll do it. » Yeah. » Yeah. » Yeah. » In Kansas. » In Kansas. » In Kansas. » Yeah. It was It was kind of fun. The » Yeah. It was It was kind of fun. The » Yeah. It was It was kind of fun. The owner of the shop was like, "Hey, man, owner of the shop was like, "Hey, man, owner of the shop was like, "Hey, man, you know, it was kind of a funny you know, it was kind of a funny you know, it was kind of a funny situation." He didn't really care, but situation." He didn't really care, but situation." He didn't really care, but somehow some one of the employees said somehow some one of the employees said somehow some one of the employees said something in front of a customer, and something in front of a customer, and something in front of a customer, and he's like, "My hands kind of pushed on he's like, "My hands kind of pushed on he's like, "My hands kind of pushed on this thing." And I'm like, "I get it, this thing." And I'm like, "I get it, this thing." And I'm like, "I get it, dude. You got to fire me, man." dude. You got to fire me, man." dude. You got to fire me, man." » » » » Bro, you got to fire me, man. » Bro, you got to fire me, man. » Bro, you got to fire me, man. But now, it But now, it But now, it » As he takes the joint from you. » As he takes the joint from you. » As he takes the joint from you. » Yeah, dude. This is a bummer, man. » Yeah, dude. This is a bummer, man. » Yeah, dude. This is a bummer, man. » » » » Don't let him know he's a snitch. » Don't let him know he's a snitch. » Don't let him know he's a snitch. But now, we went I in the into the But now, we went I in the into the But now, we went I in the into the two-car garage thing even more. two-car garage thing even more. two-car garage thing even more. » Okay. » Okay. » Okay. » And then I ran into a guy named Shawn » And then I ran into a guy named Shawn » And then I ran into a guy named Shawn Taylor um with Taylor and Associates. He was um with Taylor and Associates. He was um with Taylor and Associates. He was like a insurance adjuster of some sort like a insurance adjuster of some sort like a insurance adjuster of some sort or some kind of a or some kind of a or some kind of a um um um Anyway, he was super cool guy. Anyway, he was super cool guy. Anyway, he was super cool guy. He did appraisals on properties. He did appraisals on properties. He did appraisals on properties. » Okay. » Okay. » Okay. » Mainly like Catholic church properties. » Mainly like Catholic church properties. » Mainly like Catholic church properties. » Huh. » Huh. » Huh. » And he was the first client that I ever » And he was the first client that I ever » And he was the first client that I ever saw that didn't just want his car repaired that didn't just want his car repaired that didn't just want his car repaired and then leave. He was really interested and then leave. He was really interested and then leave. He was really interested in me. in me. in me. And he started like investing time and And he started like investing time and And he started like investing time and coaching and it was the first time that coaching and it was the first time that coaching and it was the first time that I I I I guess that was kind of like when I I guess that was kind of like when I I guess that was kind of like when I felt like I grew up. I was like, "Oh felt like I grew up. I was like, "Oh felt like I grew up. I was like, "Oh man, I'm not just some kid in a garage." man, I'm not just some kid in a garage." man, I'm not just some kid in a garage." And so he really encouraged and pushed And so he really encouraged and pushed And so he really encouraged and pushed me, like, "Hey, get out of the garage. me, like, "Hey, get out of the garage. me, like, "Hey, get out of the garage. Do this for real." And so I did. Do this for real." And so I did. Do this for real." And so I did. You know, rented a property out. You know, rented a property out. You know, rented a property out. No running water, no bathroom. No running water, no bathroom. No running water, no bathroom. Like it was a it was a bad shop. It was Like it was a it was a bad shop. It was Like it was a it was a bad shop. It was bad. bad. bad. Uh Uh Uh It was an old um It was an old um It was an old um It was an old boat factory or a boat It was an old boat factory or a boat It was an old boat factory or a boat place that they repaired boats. place that they repaired boats. place that they repaired boats. » Oh, okay. » Oh, okay. » Oh, okay. » So the whole floor was had » So the whole floor was had » So the whole floor was had fiberglass. fiberglass. fiberglass. » Oh. » Oh. » Oh. » It was nothing was smooth and I couldn't » It was nothing was smooth and I couldn't » It was nothing was smooth and I couldn't afford for somebody to come clean it. afford for somebody to come clean it. afford for somebody to come clean it. » Yeah. [clears throat] » Yeah. [clears throat] » Yeah. [clears throat] » So you're just like laying on like » So you're just like laying on like » So you're just like laying on like » Oh. » Oh. » Oh. » working on cars and » working on cars and » working on cars and » Fiberglass is the worst on your skin, » Fiberglass is the worst on your skin, » Fiberglass is the worst on your skin, too. too. too. » was a nightmare. » was a nightmare. » was a nightmare. » Oh god. » Oh god. » Oh god. » It was a nightmare. But we uh we worked » It was a nightmare. But we uh we worked » It was a nightmare. But we uh we worked our thing out. But to your point on the our thing out. But to your point on the our thing out. But to your point on the social media side, somewhere in between social media side, somewhere in between social media side, somewhere in between that you know, garage to opening the shop um you know, garage to opening the shop um you know, garage to opening the shop um I had a ultimatum, like I have to I have I had a ultimatum, like I have to I have I had a ultimatum, like I have to I have to grow up here. to grow up here. to grow up here. » Mhm. » Mhm. » Mhm. » And I have to am I going to do this or » And I have to am I going to do this or » And I have to am I going to do this or am I not? And at the moment I had the am I not? And at the moment I had the am I not? And at the moment I had the body shop, I was also breeding and body shop, I was also breeding and body shop, I was also breeding and showing dogs. Um I smoked three packs of showing dogs. Um I smoked three packs of showing dogs. Um I smoked three packs of day a day of cigarettes. I was you know day a day of cigarettes. I was you know day a day of cigarettes. I was you know and I decided to go okay, I'm going to I'm I decided to go okay, I'm going to I'm I decided to go okay, I'm going to I'm going to start reading books. going to start reading books. going to start reading books. I'm going to stop smoking cigarettes. I'm going to stop smoking cigarettes. I'm going to stop smoking cigarettes. I'm going to get rid of the dogs and I'm going to get rid of the dogs and I'm going to get rid of the dogs and we're going to go after this like for we're going to go after this like for we're going to go after this like for real. Yeah. And uh real. Yeah. And uh real. Yeah. And uh » What kind of dogs by the way? » What kind of dogs by the way? » What kind of dogs by the way? » American bullies. » American bullies. » American bullies. » Oh, wow. » Oh, wow. » Oh, wow. » pitbulls and the breed's completely » pitbulls and the breed's completely » pitbulls and the breed's completely screwed up now, but [clears throat] screwed up now, but [clears throat] screwed up now, but [clears throat] anyway, it was it was a lot of fun. We anyway, it was it was a lot of fun. We anyway, it was it was a lot of fun. We had a lot of fun. had a lot of fun. had a lot of fun. Um Um Um But I ran into a guy But I ran into a guy But I ran into a guy uh online named Grant Cardone. uh online named Grant Cardone. uh online named Grant Cardone. » Yeah. » Yeah. » Yeah. » Crazy dude. 10X, baby. Bro. » Crazy dude. 10X, baby. Bro. » Crazy dude. 10X, baby. Bro. » » » » And and you know, to a young » And and you know, to a young » And and you know, to a young entrepreneur, this just get out. entrepreneur, this just get out. entrepreneur, this just get out. I mean it's like you're mainlining like I mean it's like you're mainlining like I mean it's like you're mainlining like you can do you can do you can do you know and um you know and um you know and um back then his big push was if you're not back then his big push was if you're not back then his big push was if you're not on social media and you're a business on social media and you're a business on social media and you're a business owner, owner, owner, you're an idiot. you're an idiot. you're an idiot. And that was like, whoa, I'm And that was like, whoa, I'm And that was like, whoa, I'm at that time, believe it or not, 11 at that time, believe it or not, 11 at that time, believe it or not, 11 years ago, I was the most anti-social years ago, I was the most anti-social years ago, I was the most anti-social media person media person media person like I would talk trash on people like I would talk trash on people like I would talk trash on people for being on social media. for being on social media. for being on social media. I was like you know, the old school I was like you know, the old school I was like you know, the old school smoking a cigarette, long beard, you smoking a cigarette, long beard, you smoking a cigarette, long beard, you know, if you want to meet me, come shake know, if you want to meet me, come shake know, if you want to meet me, come shake my hand. my hand. my hand. » Yeah. Yeah. » Yeah. Yeah. » Yeah. Yeah. » But once I heard that I started » But once I heard that I started » But once I heard that I started reading books and really paying reading books and really paying reading books and really paying attention to what successful people do, attention to what successful people do, attention to what successful people do, I went okay, I need to I went okay, I need to I went okay, I need to I need to do this. And uh I need to do this. And uh I need to do this. And uh so I did. We we went all in on on so I did. We we went all in on on so I did. We we went all in on on everything, hired a guy in, Chris everything, hired a guy in, Chris everything, hired a guy in, Chris Williams, still good buddy of mine. And Williams, still good buddy of mine. And Williams, still good buddy of mine. And uh uh uh we just started blowing up social media. we just started blowing up social media. we just started blowing up social media. » Yeah. » Yeah. » Yeah. » It was like it was super crazy. Um » It was like it was super crazy. Um » It was like it was super crazy. Um Chris Williams, I was so scared to hire Chris Williams, I was so scared to hire Chris Williams, I was so scared to hire him full-time for media. Like you him full-time for media. Like you him full-time for media. Like you know and you know this as an know and you know this as an know and you know this as an entrepreneur like there are certain entrepreneur like there are certain entrepreneur like there are certain times when you run into something that times when you run into something that times when you run into something that you just know you need to do. you just know you need to do. you just know you need to do. » Yeah. » Yeah. » Yeah. » Even if it doesn't make sense and even » Even if it doesn't make sense and even » Even if it doesn't make sense and even if everyone else is like you're crazy. if everyone else is like you're crazy. if everyone else is like you're crazy. So, 11 years ago So, 11 years ago So, 11 years ago body shop Wichita, Kansas body shop Wichita, Kansas body shop Wichita, Kansas needs a full-time social media guy. And needs a full-time social media guy. And needs a full-time social media guy. And everyone's like everyone's like everyone's like what? what? what? That's insane. That's insane. That's insane. » Yeah. » Yeah. » Yeah. » And so I hired him » And so I hired him » And so I hired him and I was like I'm trying to make sense and I was like I'm trying to make sense and I was like I'm trying to make sense of it and really not for me but everyone of it and really not for me but everyone of it and really not for me but everyone else. else. else. » » » » I'm going to train him how to do » I'm going to train him how to do » I'm going to train him how to do estimating. estimating. estimating. » Okay. » Okay. » Okay. » And he was horrible at it. » And he was horrible at it. » And he was horrible at it. » » » » He was horrible and it lasted very » He was horrible and it lasted very » He was horrible and it lasted very little before I finally gave in and I was like, before I finally gave in and I was like, before I finally gave in and I was like, okay. No, your full-time job is content okay. No, your full-time job is content okay. No, your full-time job is content creation, videos. creation, videos. creation, videos. Let's figure out this social media Let's figure out this social media Let's figure out this social media thing. thing. thing. » Good for you. » Good for you. » Good for you. » That was back when the algorithms were » That was back when the algorithms were » That was back when the algorithms were like » generous. » generous. » generous. » » » » Dude. » Dude. » Dude. » Yeah. » Yeah. » Yeah. » Now » Now » Now » Oh, I know. It's brutal. » Oh, I know. It's brutal. » Oh, I know. It's brutal. » We just started the east side and we » We just started the east side and we » We just started the east side and we wanted to separate the socials wanted to separate the socials wanted to separate the socials and I'm like and I'm like and I'm like got to start this grind all back over got to start this grind all back over got to start this grind all back over again. again. again. » A a second best body shop location. » A a second best body shop location. » A a second best body shop location. » Second Wichita Wagyu. » Second Wichita Wagyu. » Second Wichita Wagyu. » Wagyu, sorry. » Wagyu, sorry. » Wagyu, sorry. » Yeah, so we've got the west location, » Yeah, so we've got the west location, » Yeah, so we've got the west location, the east location and we wanted them to the east location and we wanted them to the east location and we wanted them to be separated online. be separated online. be separated online. » Right. » Right. » Right. » And » And » And but yeah, you have to start that whole but yeah, you have to start that whole but yeah, you have to start that whole thing over again and it's a grind now. thing over again and it's a grind now. thing over again and it's a grind now. » I know. » I know. » I know. » Yeah. » Yeah. » Yeah. » Yeah, it's pay to play now. » Yeah, it's pay to play now. » Yeah, it's pay to play now. » It really is. » It really is. » It really is. » Find the organic piece that moves a » Find the organic piece that moves a » Find the organic piece that moves a little then put some money behind it. little then put some money behind it. little then put some money behind it. Yeah, unfortunately. Yeah, unfortunately. Yeah, unfortunately. » unless you want to do something like » unless you want to do something like » unless you want to do something like super crazy. super crazy. super crazy. » Yeah, yeah. » Yeah, yeah. » Yeah, yeah. » Mr. Beast style. » Mr. Beast style. » Mr. Beast style. » 100%. » 100%. » 100%. » » » » Yeah. » Yeah. » Yeah. » I'm going to give away a million dollars » I'm going to give away a million dollars » I'm going to give away a million dollars of Wagyu. of Wagyu. of Wagyu. That boosts your following really fast. That boosts your following really fast. That boosts your following really fast. Write that down. Write that down. Write that down. Write that down. Write that down. Write that down. » Write that down real quick. » Write that down real quick. » Write that down real quick. » That's awesome. So so take me through » That's awesome. So so take me through » That's awesome. So so take me through the I I'm really curious. I've I'm the I I'm really curious. I've I'm the I I'm really curious. I've I'm honestly not talked a lot about probably honestly not talked a lot about probably honestly not talked a lot about probably one Mr. Mixer. Have you heard of that one Mr. Mixer. Have you heard of that one Mr. Mixer. Have you heard of that guy? guy? guy? Uh Uh Uh he's he's I mean probably in this area he's he's I mean probably in this area he's he's I mean probably in this area the most probably has the biggest the most probably has the biggest the most probably has the biggest following. following. following. » Okay. » Okay. » Okay. » The biggest a local business influencer » The biggest a local business influencer » The biggest a local business influencer not counting actually SB Mowing. SB not counting actually SB Mowing. SB not counting actually SB Mowing. SB Mowing would probably be Mowing would probably be Mowing would probably be » Bro. » Bro. » Bro. » Sorry, no offense Zach. » Sorry, no offense Zach. » Sorry, no offense Zach. » That dude's That dude's » That dude's That dude's » That dude's That dude's » guy's big. And then there's Zach though. » guy's big. And then there's Zach though. » guy's big. And then there's Zach though. He's got millions of followers He's got millions of followers He's got millions of followers and he fixes KitchenAid mixers and he fixes KitchenAid mixers and he fixes KitchenAid mixers » Oh. » Oh. » Oh. » for people all over the country. He gave » for people all over the country. He gave » for people all over the country. He gave me a podcast and he's about the only me a podcast and he's about the only me a podcast and he's about the only other person I've really talked to about other person I've really talked to about other person I've really talked to about organic » Yeah. » Yeah. » Yeah. » social media how it launched his » social media how it launched his » social media how it launched his business and that's what blew up. business and that's what blew up. business and that's what blew up. » Yeah. » Yeah. » Yeah. » on TikTok super early » on TikTok super early » on TikTok super early » Mhm. » Mhm. » Mhm. » blew up and got on YouTube really early » blew up and got on YouTube really early » blew up and got on YouTube really early and put out he had like the only content and put out he had like the only content and put out he had like the only content on how to fix KitchenAid mixers. on how to fix KitchenAid mixers. on how to fix KitchenAid mixers. » Yeah. » Yeah. » Yeah. » And then was selling parts out the wazoo » And then was selling parts out the wazoo » And then was selling parts out the wazoo from every video he'd make he would just from every video he'd make he would just from every video he'd make he would just sell a crap ton of parts. sell a crap ton of parts. sell a crap ton of parts. » Wow. » Wow. » Wow. » That was his whole model, right? Um so » That was his whole model, right? Um so » That was his whole model, right? Um so take me through your model of you take me through your model of you take me through your model of you did it and the reason to do it is to did it and the reason to do it is to did it and the reason to do it is to grow your business. grow your business. grow your business. » Yeah. » Yeah. » Yeah. » And you bring in a guy which I love so » And you bring in a guy which I love so » And you bring in a guy which I love so much earlier than anyone else. So I much earlier than anyone else. So I much earlier than anyone else. So I totally can relate to the craziness of totally can relate to the craziness of totally can relate to the craziness of it cuz I remember when we went I mean it it cuz I remember when we went I mean it it cuz I remember when we went I mean it was probably 4 years in the business we was probably 4 years in the business we was probably 4 years in the business we brought someone in media in full-time. brought someone in media in full-time. brought someone in media in full-time. It was 4 years later and it still hurt It was 4 years later and it still hurt It was 4 years later and it still hurt and it was scary. and it was scary. and it was scary. » Yeah. » Yeah. » Yeah. » Um but like what was the content that » Um but like what was the content that » Um but like what was the content that worked to get you business locally or worked to get you business locally or worked to get you business locally or did it reach past locally and give you did it reach past locally and give you did it reach past locally and give you benefits? Did it connect you with benefits? Did it connect you with benefits? Did it connect you with insurance companies? Like break that insurance companies? Like break that insurance companies? Like break that down to me. Like what was the domino down to me. Like what was the domino down to me. Like what was the domino effect? effect? effect? » So » So » So it changes all the time. it changes all the time. it changes all the time. » Mhm. » Mhm. » Mhm. » I will tell you that » I will tell you that » I will tell you that what I've noticed about social media what I've noticed about social media what I've noticed about social media today is like is like is like it's ever changing. it's ever changing. it's ever changing. » Mhm. » Mhm. » Mhm. » And it's like what worked yesterday » And it's like what worked yesterday » And it's like what worked yesterday doesn't work today. I can appreciate I doesn't work today. I can appreciate I doesn't work today. I can appreciate I think the thing that we really think the thing that we really think the thing that we really championed the thing that we were really championed the thing that we were really championed the thing that we were really good at is we paid attention to what the good at is we paid attention to what the good at is we paid attention to what the platform was requesting. platform was requesting. platform was requesting. » Mhm. » Mhm. » Mhm. » And so instead of trying to cheat the » And so instead of trying to cheat the » And so instead of trying to cheat the system we just said, "Yes, sir." And we system we just said, "Yes, sir." And we system we just said, "Yes, sir." And we gave it. Now early on gave it. Now early on gave it. Now early on um um um we found all these little niche things. we found all these little niche things. we found all these little niche things. We were always We were always We were always so so so we were pumping and dumping a ton of we were pumping and dumping a ton of we were pumping and dumping a ton of content. Okay? Video, picture, content. Okay? Video, picture, content. Okay? Video, picture, high quality, low quality, high quality, low quality, high quality, low quality, um um um audio, no audio, and then we would study audio, no audio, and then we would study audio, no audio, and then we would study the data. the data. the data. » Mhm. » Mhm. » Mhm. » And then we would try to utilize. Like » And then we would try to utilize. Like » And then we would try to utilize. Like we I remember like we'd run into we I remember like we'd run into we I remember like we'd run into situations like, "Hey man, out of the situations like, "Hey man, out of the situations like, "Hey man, out of the last One of the big things we used to do last One of the big things we used to do last One of the big things we used to do is go live in the paint booth." is go live in the paint booth." is go live in the paint booth." » Oh, wow. » Oh, wow. » Oh, wow. » could watch a car get painted live. » could watch a car get painted live. » could watch a car get painted live. » Yeah. » Yeah. » Yeah. » And uh back then I was a painter. You » And uh back then I was a painter. You » And uh back then I was a painter. You know, I'm throwing a mask on and I'm know, I'm throwing a mask on and I'm know, I'm throwing a mask on and I'm going and painting. going and painting. going and painting. Um but we noticed the number spiked when Um but we noticed the number spiked when Um but we noticed the number spiked when the car was red. the car was red. the car was red. » Really? » Really? » Really? » So, then all of a sudden we're like, » So, then all of a sudden we're like, » So, then all of a sudden we're like, » "Film every red car." » "Film every red car." » "Film every red car." » Yeah, we're like, "Okay, any red car » Yeah, we're like, "Okay, any red car » Yeah, we're like, "Okay, any red car coming in, we got to get we got to get coming in, we got to get we got to get coming in, we got to get we got to get it because the numbers are spiking." it because the numbers are spiking." it because the numbers are spiking." Um controversy. Um controversy. Um controversy. That was that was probably the biggest That was that was probably the biggest That was that was probably the biggest hit is when we found out and then we we hit is when we found out and then we we hit is when we found out and then we we found out on accident. The um there's found out on accident. The um there's found out on accident. The um there's actually a media group actually a media group actually a media group that does collision stuff that does collision stuff that does collision stuff that hates us. I mean, like to this day that hates us. I mean, like to this day that hates us. I mean, like to this day » Really? » Really? » Really? » And I don't even know who the I » And I don't even know who the I » And I don't even know who the I don't really Back then I didn't know who don't really Back then I didn't know who don't really Back then I didn't know who they were. they were. they were. Um but Um but Um but from talking to people, it sounds like from talking to people, it sounds like from talking to people, it sounds like they were threatened by our growth, they were threatened by our growth, they were threatened by our growth, whatever. whatever. whatever. But it wasn't until they turned on a But it wasn't until they turned on a But it wasn't until they turned on a level of hate that actually got crazy level of hate that actually got crazy level of hate that actually got crazy cuz we were produced a video cuz we were produced a video cuz we were produced a video that was stupid to produce, and we that was stupid to produce, and we that was stupid to produce, and we didn't know that. didn't know that. didn't know that. And we And we And we there's this thing called color blending there's this thing called color blending there's this thing called color blending versus clear blending. versus clear blending. versus clear blending. » Okay. » Okay. » Okay. » And our whole thought process, and you » And our whole thought process, and you » And our whole thought process, and you got to remember, my number one priority got to remember, my number one priority got to remember, my number one priority is the collision repair facility. is the collision repair facility. is the collision repair facility. We weren't focused on being content We weren't focused on being content We weren't focused on being content creators or blowing up the socials, even creators or blowing up the socials, even creators or blowing up the socials, even though it did start paying us, which was though it did start paying us, which was though it did start paying us, which was kind of like a cool kind of like a cool kind of like a cool bonus. Well, that's cool. bonus. Well, that's cool. bonus. Well, that's cool. Um, and we got some sponsors that were Um, and we got some sponsors that were Um, and we got some sponsors that were like, "Oh, new paint guns. Okay, I'm like, "Oh, new paint guns. Okay, I'm like, "Oh, new paint guns. Okay, I'm okay with that, you know." But, okay with that, you know." But, okay with that, you know." But, um, um, um, it wasn't until we produced a video that it wasn't until we produced a video that it wasn't until we produced a video that we were doing something that we were doing something that we were doing something We wanted to be transparent with our We wanted to be transparent with our We wanted to be transparent with our customer base. And what we noticed is customer base. And what we noticed is customer base. And what we noticed is most people just don't know what happens most people just don't know what happens most people just don't know what happens in a body shop. in a body shop. in a body shop. And so we're like, "Well, let's show And so we're like, "Well, let's show And so we're like, "Well, let's show them." them." them." » Mhm. » Mhm. » Mhm. » So we peeled the thing back and let them » So we peeled the thing back and let them » So we peeled the thing back and let them know about insurance. We let them know about insurance. We let them know about insurance. We let them know about the fights that we deal with and about the fights that we deal with and about the fights that we deal with and let them know about how the car gets let them know about how the car gets let them know about how the car gets painted and in fact, I'll never painted and in fact, I'll never painted and in fact, I'll never forget at one point I used to print off at one point I used to print off at one point I used to print off estimates. And when a customer would estimates. And when a customer would estimates. And when a customer would pick up the car, I would hand it to them pick up the car, I would hand it to them pick up the car, I would hand it to them and I'd say, "Hey, I want you to circle and I'd say, "Hey, I want you to circle and I'd say, "Hey, I want you to circle everything on that you don't know what everything on that you don't know what everything on that you don't know what it means." it means." it means." » Mhm. » Mhm. » Mhm. » And so there were all these little words » And so there were all these little words » And so there were all these little words and then I would go to my marketing guy, and then I would go to my marketing guy, and then I would go to my marketing guy, you know, Chris and I'm like, "We need you know, Chris and I'm like, "We need you know, Chris and I'm like, "We need to make to make to make We need to make videos on this." We need to make videos on this." We need to make videos on this." » That's beautiful. » That's beautiful. » That's beautiful. » And so one of them was blending. Well, » And so one of them was blending. Well, » And so one of them was blending. Well, back then, wet behind the ear, not back then, wet behind the ear, not back then, wet behind the ear, not knowing any better, knowing any better, knowing any better, they sell every paint company and almost they sell every paint company and almost they sell every paint company and almost every body shop does it. They sell a every body shop does it. They sell a every body shop does it. They sell a clear blender where you blend up a clear blender where you blend up a clear blender where you blend up a quarter panel or in the jams and you quarter panel or in the jams and you quarter panel or in the jams and you clear blend it. And uh, well, your thing clear blend it. And uh, well, your thing clear blend it. And uh, well, your thing doesn't blend. doesn't blend. doesn't blend. It's a non-reversible process. It's a non-reversible process. It's a non-reversible process. » Okay. » Okay. » Okay. » And so you can't melt two clears into » And so you can't melt two clears into » And so you can't melt two clears into each other. each other. each other. So we made this video about how to do So we made this video about how to do So we made this video about how to do something that will fail. But we didn't something that will fail. But we didn't something that will fail. But we didn't know that or didn't know that or didn't know that or didn't And so And so And so we get this insane amount of hate we get this insane amount of hate we get this insane amount of hate » Wow. » Wow. » Wow. » from the collision industry. In fact, to » from the collision industry. In fact, to » from the collision industry. In fact, to the point where the point where the point where my painter is getting messages my painter is getting messages my painter is getting messages like on his personal like on his personal like on his personal Facebook about how stupid you are and Facebook about how stupid you are and Facebook about how stupid you are and you're an idiot. Like all this crazy you're an idiot. Like all this crazy you're an idiot. Like all this crazy stuff. stuff. stuff. In fact, here's a fun Do you Do you know In fact, here's a fun Do you Do you know In fact, here's a fun Do you Do you know who Aaron Wirtz is? who Aaron Wirtz is? who Aaron Wirtz is? » Oh, yeah. No, we used to meet I actually » Oh, yeah. No, we used to meet I actually » Oh, yeah. No, we used to meet I actually you're saying stuff that I have the you're saying stuff that I have the you're saying stuff that I have the story on this whole idea of why they did story on this whole idea of why they did story on this whole idea of why they did this at Super Car Guys. I wonder if this at Super Car Guys. I wonder if this at Super Car Guys. I wonder if you're about to say that same story. you're about to say that same story. you're about to say that same story. » No, well, Aaron Wirtz was a friend. » No, well, Aaron Wirtz was a friend. » No, well, Aaron Wirtz was a friend. » Okay. » Okay. » Okay. » And I guess still is. » And I guess still is. » And I guess still is. » Yeah. » Yeah. » Yeah. » Um » Um » Um » Is he doing okay? » Is he doing okay? » Is he doing okay? » I think he's doing good. » I think he's doing good. » I think he's doing good. » Yeah, I mean, I don't know him that » Yeah, I mean, I don't know him that » Yeah, I mean, I don't know him that well, but we we've chatted a couple well, but we we've chatted a couple well, but we we've chatted a couple times since it got released. times since it got released. times since it got released. » Yeah. » Yeah. » Yeah. » Yeah. » Yeah. » Yeah. » That's crazy. » That's crazy. » That's crazy. » I know. » I know. » I know. » Crazy stuff. » Crazy stuff. » Crazy stuff. » Yeah. But, back then, he was at the » Yeah. But, back then, he was at the » Yeah. But, back then, he was at the prime of Subaru. prime of Subaru. prime of Subaru. » Mhm. » Mhm. » Mhm. » And he was the most hated guy » And he was the most hated guy » And he was the most hated guy » Oh, yeah. » Oh, yeah. » Oh, yeah. » in Wichita. » in Wichita. » in Wichita. And so, I had this whole team that we And so, I had this whole team that we And so, I had this whole team that we release a video, release a video, release a video, goes viral, blows up, but gets hated on goes viral, blows up, but gets hated on goes viral, blows up, but gets hated on like crazy. like crazy. like crazy. My team comes into work like My team comes into work like My team comes into work like proud of their job proud of their job proud of their job 24 hours ago, 24 hours ago, 24 hours ago, now coming in like, "Everybody says we now coming in like, "Everybody says we now coming in like, "Everybody says we suck." suck." suck." » Mhm. » Mhm. » Mhm. » So, I brought in Aaron and I was like, » So, I brought in Aaron and I was like, » So, I brought in Aaron and I was like, "Hey, buddy, can you talk to my team?" I "Hey, buddy, can you talk to my team?" I "Hey, buddy, can you talk to my team?" I said, I I I'll never forget the phone said, I I I'll never forget the phone said, I I I'll never forget the phone call. I said, "Hey, Aaron, do you call. I said, "Hey, Aaron, do you call. I said, "Hey, Aaron, do you remember the day that you went from remember the day that you went from remember the day that you went from being a car salesman being a car salesman being a car salesman / whatever else you do / whatever else you do / whatever else you do to the most hated person in Wichita?" to the most hated person in Wichita?" to the most hated person in Wichita?" And he goes, And he goes, And he goes, » "Oh, yeah." » "Oh, yeah." » "Oh, yeah." » I said, "Okay, my team is experiencing » I said, "Okay, my team is experiencing » I said, "Okay, my team is experiencing that today. that today. that today. Can you come talk to them?" Can you come talk to them?" Can you come talk to them?" » Yeah. » Yeah. » Yeah. » So, we brought it So, he came in like » So, we brought it So, he came in like » So, we brought it So, he came in like this. this. this. » Yeah. Hey, everybody. » Yeah. Hey, everybody. » Yeah. Hey, everybody. » Came in and danced in there. They were » Came in and danced in there. They were » Came in and danced in there. They were all like, "What are you all like, "What are you all like, "What are you doing?" doing?" doing?" » For those local, we're talking about the » For those local, we're talking about the » For those local, we're talking about the Super Car Guys guy. Super Car Guys guy. Super Car Guys guy. » Yeah. » Yeah. » Yeah. » Yeah, the crazy madman. » Yeah, the crazy madman. » Yeah, the crazy madman. » » » » Um So, he came in and just chatted with » Um So, he came in and just chatted with » Um So, he came in and just chatted with them uh for like an hour or two hours just uh for like an hour or two hours just uh for like an hour or two hours just about hate. And and And then he also about hate. And and And then he also about hate. And and And then he also kind of explained how you have to have kind of explained how you have to have kind of explained how you have to have hate to grow hate to grow hate to grow » Mhm. » Mhm. » Mhm. » in the mar- in the media side. And » in the mar- in the media side. And » in the mar- in the media side. And that's where that's where that's where you talk about what worked and what you talk about what worked and what you talk about what worked and what didn't and how we grew it. didn't and how we grew it. didn't and how we grew it. Afterwards, we do we know Chris and I Afterwards, we do we know Chris and I Afterwards, we do we know Chris and I did what we always do, study the data did what we always do, study the data did what we always do, study the data and we're like, "Oh my god, our and we're like, "Oh my god, our and we're like, "Oh my god, our followers just blew up." just blew up." just blew up." » Yeah. » Yeah. » Yeah. » And so for every, you know, for every » And so for every, you know, for every » And so for every, you know, for every hater that came in, we got 10 more hater that came in, we got 10 more hater that came in, we got 10 more followers. And so it was like, "Okay, we followers. And so it was like, "Okay, we followers. And so it was like, "Okay, we are a good company, we do what's right." are a good company, we do what's right." are a good company, we do what's right." And we did, by the way, immediately I And we did, by the way, immediately I And we did, by the way, immediately I called my paint company. I was like, called my paint company. I was like, called my paint company. I was like, "Hey, can you come down and we Yeah, "Hey, can you come down and we Yeah, "Hey, can you come down and we Yeah, like, "What's this blender thing?" And like, "What's this blender thing?" And like, "What's this blender thing?" And he's like, "Well, the." I'm he's like, "Well, the." I'm he's like, "Well, the." I'm like, like, like, "Yeah, but it it fails." He goes, "Oh, "Yeah, but it it fails." He goes, "Oh, "Yeah, but it it fails." He goes, "Oh, yeah." I'm like, yeah." I'm like, yeah." I'm like, "Well, why are you selling it to me?" "Well, why are you selling it to me?" "Well, why are you selling it to me?" » » » » He goes, "Well, everybody does it." I'm » He goes, "Well, everybody does it." I'm » He goes, "Well, everybody does it." I'm like, "Okay, we're never doing that ever like, "Okay, we're never doing that ever like, "Okay, we're never doing that ever again." And we changed how we did our again." And we changed how we did our again." And we changed how we did our business based on what we learned that business based on what we learned that business based on what we learned that day, which was really cool. day, which was really cool. day, which was really cool. » Yeah. » Yeah. » Yeah. » Um » Um » Um but yeah, we we noticed we're like, but yeah, we we noticed we're like, but yeah, we we noticed we're like, "Okay, "Okay, "Okay, how do we generate hate how do we generate hate how do we generate hate but stay authentic?" but stay authentic?" but stay authentic?" » Yeah. » Yeah. » Yeah. » Cuz it seems like you get more followers » Cuz it seems like you get more followers » Cuz it seems like you get more followers that way. that way. that way. And so we started paying attention to And so we started paying attention to And so we started paying attention to what we ultimately, and I don't what we ultimately, and I don't what we ultimately, and I don't know if I've ever publicly told anybody know if I've ever publicly told anybody know if I've ever publicly told anybody this. this. this. » Well, it's public now. » Well, it's public now. » Well, it's public now. » Yeah, it is. » Yeah, it is. » Yeah, it is. » » » » Chris and I would purposely » Chris and I would purposely » Chris and I would purposely set something up in a shot set something up in a shot set something up in a shot because we got to the point we got to because we got to the point we got to because we got to the point we got to the point where they were like pirates. the point where they were like pirates. the point where they were like pirates. » Yeah. » Yeah. » Yeah. » Like they were zooming in on everything. » Like they were zooming in on everything. » Like they were zooming in on everything. » Yeah. » Yeah. » Yeah. » And um » And um » And um and so we started like purposely and so we started like purposely and so we started like purposely » Easter eggs. » Easter eggs. » Easter eggs. » We did. » We did. » We did. And then some of the Easter eggs, we And then some of the Easter eggs, we And then some of the Easter eggs, we would actually prepare content after would actually prepare content after would actually prepare content after to just shame them. Like we'd put an to just shame them. Like we'd put an to just shame them. Like we'd put an aftermarket box aftermarket box aftermarket box even though we're all OEM everything. even though we're all OEM everything. even though we're all OEM everything. Just so someone would zoom in and be Just so someone would zoom in and be Just so someone would zoom in and be like, "I thought you're OEM only." And like, "I thought you're OEM only." And like, "I thought you're OEM only." And then we'd, you know, send a picture of then we'd, you know, send a picture of then we'd, you know, send a picture of it like empty or whatever. We'd be like, it like empty or whatever. We'd be like, it like empty or whatever. We'd be like, "Got you." You know. "Got you." You know. "Got you." You know. » Yeah. » Yeah. » Yeah. » But we did, we we would we would find » But we did, we we would we would find » But we did, we we would we would find these controversial areas these controversial areas these controversial areas » Mhm. » Mhm. » Mhm. » that would bring haters in and with them » that would bring haters in and with them » that would bring haters in and with them came multiple, you know, multiple followers. multiple, you know, multiple followers. multiple, you know, multiple followers. » Yeah. Yeah. And it worked. » Yeah. Yeah. And it worked. » Yeah. Yeah. And it worked. » That's awesome. » That's awesome. » That's awesome. » Now, when we when we started getting » Now, when we when we started getting » Now, when we when we started getting into like the insurance talk, that was into like the insurance talk, that was into like the insurance talk, that was like, okay, we don't have to create like, okay, we don't have to create like, okay, we don't have to create anything now. We just have to talk about anything now. We just have to talk about anything now. We just have to talk about it. it. it. » That's what I was going to bring up, and » That's what I was going to bring up, and » That's what I was going to bring up, and Tyler even brought up, he knew that Tyler even brought up, he knew that Tyler even brought up, he knew that about you was like, hey, he's I think he about you was like, hey, he's I think he about you was like, hey, he's I think he got really well known for how much he got really well known for how much he got really well known for how much he just was honest about how insurance just was honest about how insurance just was honest about how insurance works. works. works. » Yeah. And I think people do appreciate » Yeah. And I think people do appreciate » Yeah. And I think people do appreciate that. that. that. Yeah, I mean, I Yeah, I mean, I Yeah, I mean, I » How did that go with the insurance » How did that go with the insurance » How did that go with the insurance people? people? people? » » » » Yeah, we we » Yeah, we we » Yeah, we we I spent a decent amount of time in I spent a decent amount of time in I spent a decent amount of time in courtrooms. courtrooms. courtrooms. » Really? » Really? » Really? » Yeah, I've been sued multiple times. » Yeah, I've been sued multiple times. » Yeah, I've been sued multiple times. I've I've you know, I've had the I've I've you know, I've had the I've I've you know, I've had the district attorney weaponize against me, district attorney weaponize against me, district attorney weaponize against me, the insurance commissioner, you know, um the insurance commissioner, you know, um the insurance commissioner, you know, um » Jeez. » Jeez. » Jeez. » Um again, going back to like the core » Um again, going back to like the core » Um again, going back to like the core foundation of like what we do, um foundation of like what we do, um foundation of like what we do, um we quickly learned it was like, okay, we we quickly learned it was like, okay, we we quickly learned it was like, okay, we got we have we have we have our heart has always been the same no our heart has always been the same no our heart has always been the same no matter what. Like, let's do the right matter what. Like, let's do the right matter what. Like, let's do the right thing. thing. thing. But we really found we really focus on, But we really found we really focus on, But we really found we really focus on, okay, we got to be like okay, we got to be like okay, we got to be like perfect. perfect. perfect. » Mhm. » Mhm. » Mhm. » We got to be like flawless, » We got to be like flawless, » We got to be like flawless, um because uh um because uh um because uh if we're going to talk about certain if we're going to talk about certain if we're going to talk about certain things, things, things, they're going to do And so, I've had they're going to do And so, I've had they're going to do And so, I've had I've had the depositions in the I've had the depositions in the I've had the depositions in the courtrooms where courtrooms where courtrooms where they're showing me videos on YouTube and they're showing me videos on YouTube and they're showing me videos on YouTube and showing me videos on Facebook in a court showing me videos on Facebook in a court showing me videos on Facebook in a court setting, setting, setting, pictures of my shop, like pictures of my shop, like pictures of my shop, like » Jeez. » Jeez. » Jeez. » Yeah. And so, » Yeah. And so, » Yeah. And so, um um um when you say consumers, yeah, they love when you say consumers, yeah, they love when you say consumers, yeah, they love it. Yeah. To this day, I don't have it. Yeah. To this day, I don't have it. Yeah. To this day, I don't have consumers that are like, consumers that are like, consumers that are like, I hate your videos. I have either people I hate your videos. I have either people I hate your videos. I have either people that are in the industry or insurance that are in the industry or insurance that are in the industry or insurance people or people that are empathetic to people or people that are empathetic to people or people that are empathetic to the insurance people uh that hate us. the insurance people uh that hate us. the insurance people uh that hate us. » Yeah. » Yeah. » Yeah. » But the we are unbelievably busy all » But the we are unbelievably busy all » But the we are unbelievably busy all the time, and we've always been able to the time, and we've always been able to the time, and we've always been able to beat even slow times, we're always hammered. even slow times, we're always hammered. even slow times, we're always hammered. » Yeah. And um » Yeah. And um » Yeah. And um And what we have always heard And what we have always heard And what we have always heard consistently is that, "Hey man, I really consistently is that, "Hey man, I really consistently is that, "Hey man, I really appreciate this." Like just being And we appreciate this." Like just being And we appreciate this." Like just being And we don't don't don't » Well, you're marketing yourself to be » Well, you're marketing yourself to be » Well, you're marketing yourself to be the best thing for the client, not for the best thing for the client, not for the best thing for the client, not for the paint company or the insurance the paint company or the insurance the paint company or the insurance company. company. company. So, therefore, I I would assume I don't So, therefore, I I would assume I don't So, therefore, I I would assume I don't being in the restoration industry, being in the restoration industry, being in the restoration industry, um if you're pro the client if if you're um if you're pro the client if if you're um if you're pro the client if if you're not worried about your referrals and not worried about your referrals and not worried about your referrals and leads coming from insurance leads coming from insurance leads coming from insurance uh and then you market that and you're uh and then you market that and you're uh and then you market that and you're still busy and you know how the system still busy and you know how the system still busy and you know how the system works, then you're not rely Besides works, then you're not rely Besides works, then you're not rely Besides getting sued, I guess that's one of the getting sued, I guess that's one of the getting sued, I guess that's one of the liabilities. liabilities. liabilities. Uh Uh Uh but yeah, I would say your marketing but yeah, I would say your marketing but yeah, I would say your marketing engine puts you in a position where you don't puts you in a position where you don't puts you in a position where you don't have to worry about that. have to worry about that. have to worry about that. » Well, here's a little secret sauce, too. » Well, here's a little secret sauce, too. » Well, here's a little secret sauce, too. And I'm hoping my competition isn't And I'm hoping my competition isn't And I'm hoping my competition isn't paying attention. paying attention. paying attention. » » » » Since AI » Since AI » Since AI all that content all that content all that content like if you get on chat like if you get on chat like if you get on chat » Mhm. » Mhm. » Mhm. » and you type in » and you type in » and you type in "What's a body shop that's going to be "What's a body shop that's going to be "What's a body shop that's going to be that cares about me?" that cares about me?" that cares about me?" We are We are We are dominant. dominant. dominant. » Yeah. » Yeah. » Yeah. » Because it's everything we do. » Because it's everything we do. » Because it's everything we do. » Yeah. » Yeah. » Yeah. » Um we » Um we » Um we we've never taken a contract from an we've never taken a contract from an we've never taken a contract from an insurance company. We don't have any insurance company. We don't have any insurance company. We don't have any referrals. In fact I have a friend of uh referrals. In fact I have a friend of uh referrals. In fact I have a friend of uh a friend of a friend that I just saw the a friend of a friend that I just saw the a friend of a friend that I just saw the other day. other day. other day. Uh Uh Uh she's an insurance agent. she's an insurance agent. she's an insurance agent. And uh she's like, "Hey, um And uh she's like, "Hey, um And uh she's like, "Hey, um I'm going to start referring work to I'm going to start referring work to I'm going to start referring work to you." And I'm like you." And I'm like you." And I'm like "Probably. I mean, I'd love the work. "Probably. I mean, I'd love the work. "Probably. I mean, I'd love the work. Just know that Just know that Just know that you're probably getting in trouble." you're probably getting in trouble." you're probably getting in trouble." And I'm like, "What?" And I'm like, "What?" And I'm like, "What?" » » » » And it is. I've I've lost friends over » And it is. I've I've lost friends over » And it is. I've I've lost friends over the deal. the deal. the deal. » Wow. » Wow. » Wow. » I've lost a lot like » I've lost a lot like » I've lost a lot like I've lost a lot of people. I mean, my I've lost a lot of people. I mean, my I've lost a lot of people. I mean, my the best man at my wedding. the best man at my wedding. the best man at my wedding. » Wow. » Wow. » Wow. » Yeah. So » Yeah. So » Yeah. So » Just cuz he's in the industry? » Just cuz he's in the industry? » Just cuz he's in the industry? » No, because the insurance flipped him, » No, because the insurance flipped him, » No, because the insurance flipped him, you know. you know. you know. But at the end of the day, like when you But at the end of the day, like when you But at the end of the day, like when you position yourself to be pro-consumer, position yourself to be pro-consumer, position yourself to be pro-consumer, you're an automatic anti-insurance. And you're an automatic anti-insurance. And you're an automatic anti-insurance. And I never have that intention. I'm a I'm a I never have that intention. I'm a I'm a I never have that intention. I'm a I'm a capitalist, you know, I I want everyone capitalist, you know, I I want everyone capitalist, you know, I I want everyone to make money. to make money. to make money. » Sure. » Sure. » Sure. » I want, you know, I think the insurance » I want, you know, I think the insurance » I want, you know, I think the insurance companies are absolutely needed. You companies are absolutely needed. You companies are absolutely needed. You know, one of the speaking engagements I know, one of the speaking engagements I know, one of the speaking engagements I had recently, I told a group of body had recently, I told a group of body had recently, I told a group of body shops, you know, I'm like, "Hey, listen, shops, you know, I'm like, "Hey, listen, shops, you know, I'm like, "Hey, listen, dude, like dude, like dude, like if we had to rely on people's savings if we had to rely on people's savings if we had to rely on people's savings accounts and cuz they're oh, we hate accounts and cuz they're oh, we hate accounts and cuz they're oh, we hate insurance. I don't It's a brilliant insurance. I don't It's a brilliant insurance. I don't It's a brilliant idea. idea. idea. » Right. » Right. » Right. » It really is. Now, the fact that the » It really is. Now, the fact that the » It really is. Now, the fact that the business model business model business model on the majority of them or is set up to on the majority of them or is set up to on the majority of them or is set up to reduce claims and increase, you know, reduce claims and increase, you know, reduce claims and increase, you know, policies, policies, policies, um um um that's that's that's that's a bummer. that's a bummer. that's a bummer. » Yeah. Sure. » Yeah. Sure. » Yeah. Sure. » But at the end of the day, » But at the end of the day, » But at the end of the day, I've never been an anti-insurance guy. I've never been an anti-insurance guy. I've never been an anti-insurance guy. Um I'm just a pro-consumer guy. And that Um I'm just a pro-consumer guy. And that Um I'm just a pro-consumer guy. And that is like is like is like Actually, you want to hear the first Actually, you want to hear the first Actually, you want to hear the first time I like the first time we jumped in? time I like the first time we jumped in? time I like the first time we jumped in? » Mhm. » Mhm. » Mhm. » It was on a tail light. » It was on a tail light. » It was on a tail light. » Oh, really? » Oh, really? » Oh, really? » Yeah. Um you know, » Yeah. Um you know, » Yeah. Um you know, wet behind the ears, wet behind the ears, wet behind the ears, thinking that we can all be friends. thinking that we can all be friends. thinking that we can all be friends. And so, this is years ago when we very And so, this is years ago when we very And so, this is years ago when we very first started doing all this stuff first started doing all this stuff first started doing all this stuff and uh decided to take on more collision and uh decided to take on more collision and uh decided to take on more collision work and not as much hot rod stuff and work and not as much hot rod stuff and work and not as much hot rod stuff and uh this customer's car comes in and uh this customer's car comes in and uh this customer's car comes in and back then, and back then, and back then, I operated like the majority of the body I operated like the majority of the body I operated like the majority of the body shops do today and that is shops do today and that is shops do today and that is you know, you get the insurance come in. you know, you get the insurance come in. you know, you get the insurance come in. They write up an estimate. They write up an estimate. They write up an estimate. You repair it off of that estimate. You repair it off of that estimate. You repair it off of that estimate. You negotiate with them and see what else you can get with them and see what else you can get with them and see what else you can get out of them. That's kind of the business out of them. That's kind of the business out of them. That's kind of the business model. model. model. » Yeah. Yeah, sure. » Yeah. Yeah, sure. » Yeah. Yeah, sure. » And um » And um » And um and he had an aftermarket tail light on and he had an aftermarket tail light on and he had an aftermarket tail light on this deal. this deal. this deal. And so, And so, And so, you know, I you know, I you know, I and whatever, we're talking and whatever, we're talking and whatever, we're talking and he leaves and he leaves and he leaves and he he turned around and I'll never and he he turned around and I'll never and he he turned around and I'll never forget this. He kind of looked at me and forget this. He kind of looked at me and forget this. He kind of looked at me and he goes, "Remember, don't tell him about he goes, "Remember, don't tell him about he goes, "Remember, don't tell him about that tail light." that tail light." that tail light." And and of course like you know me, you And and of course like you know me, you And and of course like you know me, you know my dad, you know the way I was know my dad, you know the way I was know my dad, you know the way I was raised. raised. raised. Ethics is everything and so I was like, Ethics is everything and so I was like, Ethics is everything and so I was like, I didn't feel like I was doing anything I didn't feel like I was doing anything I didn't feel like I was doing anything wrong until now. wrong until now. wrong until now. So now I'm concerned. So now I'm concerned. So now I'm concerned. » Yeah. » Yeah. » Yeah. » And so the first thing I do is I pick up » And so the first thing I do is I pick up » And so the first thing I do is I pick up the phone and just call the customer. the phone and just call the customer. the phone and just call the customer. And it's funny because I even like And it's funny because I even like And it's funny because I even like campaigned for the insurance. I was campaigned for the insurance. I was campaigned for the insurance. I was like, "Hey man, just went with your like, "Hey man, just went with your like, "Hey man, just went with your insurance. Everything's going great. Da insurance. Everything's going great. Da insurance. Everything's going great. Da da da da. They did want an aftermarket da da da. They did want an aftermarket da da da. They did want an aftermarket tail light. Not that big of a deal. I'll tail light. Not that big of a deal. I'll tail light. Not that big of a deal. I'll make it fit. You know, I can work you make it fit. You know, I can work you make it fit. You know, I can work you know, know, know, finagle some things around." He's like, finagle some things around." He's like, finagle some things around." He's like, "No, I want an OEM one." "No, I want an OEM one." "No, I want an OEM one." I was like, "Well, I was like, "Well, I was like, "Well, like I said, your insurance like I said, your insurance like I said, your insurance » Right. » Right. » Right. » da da da da da." He's like, he got » da da da da da." He's like, he got » da da da da da." He's like, he got frustrated. He's like, "I want an OEM frustrated. He's like, "I want an OEM frustrated. He's like, "I want an OEM part." I was like, part." I was like, part." I was like, "Well, you know." He goes, "Listen, "Well, you know." He goes, "Listen, "Well, you know." He goes, "Listen, Clay. Do you work for me or the Clay. Do you work for me or the Clay. Do you work for me or the insurance?" insurance?" insurance?" » Mhm. » Mhm. » Mhm. » And that was the first time that I was » And that was the first time that I was » And that was the first time that I was like, I never knew that distinction. like, I never knew that distinction. like, I never knew that distinction. So I called the insurance back and I was So I called the insurance back and I was So I called the insurance back and I was like, "Hey man, you know, we're buddy like, "Hey man, you know, we're buddy like, "Hey man, you know, we're buddy, right? buddy, right? buddy, right? And I said, "Hey, I just got off the And I said, "Hey, I just got off the And I said, "Hey, I just got off the phone with the customer and he really phone with the customer and he really phone with the customer and he really wants an OEM tail light." wants an OEM tail light." wants an OEM tail light." And it was like, And it was like, And it was like, a flip. a flip. a flip. He's like, "What?" He's like, "What?" He's like, "What?" I mean, it's a $20 difference or I mean, it's a $20 difference or I mean, it's a $20 difference or whatever it was and he goes, "Do you whatever it was and he goes, "Do you whatever it was and he goes, "Do you know who the hell you're working with?" know who the hell you're working with?" know who the hell you're working with?" I'm like, "What?" He goes, "We will run I'm like, "What?" He goes, "We will run I'm like, "What?" He goes, "We will run your ass over, Clay." And I'm like, and your ass over, Clay." And I'm like, and your ass over, Clay." And I'm like, and this went from and this went from and this went from we're friends we're friends we're friends » Wow. » Wow. » Wow. » to and I was like, "Whoa." » to and I was like, "Whoa." » to and I was like, "Whoa." » Yeah. » Yeah. » Yeah. » And » And » And so I did end up buying the OEM tail so I did end up buying the OEM tail so I did end up buying the OEM tail light. light. light. I just paid out of my own pocket. I just paid out of my own pocket. I just paid out of my own pocket. » Mhm. » Mhm. » Mhm. » And quickly found out I can't keep doing » And quickly found out I can't keep doing » And quickly found out I can't keep doing that. that. that. » Sure. » Sure. » Sure. » And what I found is that if I am honest » And what I found is that if I am honest » And what I found is that if I am honest with my customer, with my customer, with my customer, the insurance companies, not all of the insurance companies, not all of the insurance companies, not all of them, but a lot of them, them, but a lot of them, them, but a lot of them, uh do not want that. The the need to uh do not want that. The the need to uh do not want that. The the need to keep everything between the body shop keep everything between the body shop keep everything between the body shop and the insurance company, and the insurance company, and the insurance company, » Mhm. » Mhm. » Mhm. » the naivety of the » the naivety of the » the naivety of the of the customer is the only thing that's of the customer is the only thing that's of the customer is the only thing that's keeping the collision industry operating keeping the collision industry operating keeping the collision industry operating the way it does now. the way it does now. the way it does now. » Yeah. » Yeah. » Yeah. » And so we have a lot of customers » And so we have a lot of customers » And so we have a lot of customers because of the our business model that because of the our business model that because of the our business model that will travel to other states or move will travel to other states or move will travel to other states or move and will call me back and be like, and will call me back and be like, and will call me back and be like, "Thank god. Like I you know, just got "Thank god. Like I you know, just got "Thank god. Like I you know, just got off the phone with a dude that in off the phone with a dude that in off the phone with a dude that in Florida that's like, bro." Florida that's like, bro." Florida that's like, bro." "I knew the right questions to ask. I "I knew the right questions to ask. I "I knew the right questions to ask. I would have been completely screwed if I would have been completely screwed if I would have been completely screwed if I didn't come to your shop 5 years ago." didn't come to your shop 5 years ago." didn't come to your shop 5 years ago." » Right. » Right. » Right. » You know. » You know. » You know. » So so break that down for me with the » So so break that down for me with the » So so break that down for me with the insurance. They insurance. They insurance. They they're obviously playing a game. So they're obviously playing a game. So they're obviously playing a game. So they're trying to get that ticket, that they're trying to get that ticket, that they're trying to get that ticket, that repair rate at a certain number. repair rate at a certain number. repair rate at a certain number. Are they bound Can they do whatever they Are they bound Can they do whatever they Are they bound Can they do whatever they want essentially? Can they say it's want essentially? Can they say it's want essentially? Can they say it's aftermarket or does the customer aftermarket or does the customer aftermarket or does the customer actually have the final say? actually have the final say? actually have the final say? » One So they are very much bound. » One So they are very much bound. » One So they are very much bound. » Right. » Right. » Right. » I mean they So an insurance company » I mean they So an insurance company » I mean they So an insurance company is legally obligated is legally obligated is legally obligated to fulfill the contractual to fulfill the contractual to fulfill the contractual rights to the customer. They're they're rights to the customer. They're they're rights to the customer. They're they're in contract. But then that contract is in contract. But then that contract is in contract. But then that contract is also protected by what's called the also protected by what's called the also protected by what's called the unfair claims settlement act, a set of unfair claims settlement act, a set of unfair claims settlement act, a set of rules and laws that protect that. And rules and laws that protect that. And rules and laws that protect that. And then on top of that they have to operate then on top of that they have to operate then on top of that they have to operate in good faith because it's a prepaid in good faith because it's a prepaid in good faith because it's a prepaid contract. contract. contract. » Mhm. » Mhm. » Mhm. » So it's different than a relationship » So it's different than a relationship » So it's different than a relationship between, let's say, you and Texas between, let's say, you and Texas between, let's say, you and Texas Roadhouse. Roadhouse. Roadhouse. » Got you. » Got you. » Got you. » I don't like the T-bone. I'm not going » I don't like the T-bone. I'm not going » I don't like the T-bone. I'm not going to pay for this. Well, if you've already to pay for this. Well, if you've already to pay for this. Well, if you've already paid for it and they've already told you paid for it and they've already told you paid for it and they've already told you what it's supposed to what it's supposed to what it's supposed to » Via insurance. You've already paid your » Via insurance. You've already paid your » Via insurance. You've already paid your insurance. insurance. insurance. » Yeah, you've already paid your insurance » Yeah, you've already paid your insurance » Yeah, you've already paid your insurance and they've already convinced you and they've already convinced you and they've already convinced you what it is, now they have to operate in what it is, now they have to operate in what it is, now they have to operate in good faith to show you good faith to show you good faith to show you that why it's not what you expected. that why it's not what you expected. that why it's not what you expected. » Interesting. » Interesting. » Interesting. » And so insurance companies » And so insurance companies » And so insurance companies know that customers don't know this. know that customers don't know this. know that customers don't know this. And again, they put a lot of pressure on And again, they put a lot of pressure on And again, they put a lot of pressure on or on body shops. or on body shops. or on body shops. » Mhm. » Mhm. » Mhm. » Uh » Uh » Uh they make them scared, intimidated, or they make them scared, intimidated, or they make them scared, intimidated, or bribed. bribed. bribed. » Yeah. » Yeah. » Yeah. » And when somebody says, you know, a » And when somebody says, you know, a » And when somebody says, you know, a little dude out of Wichita, Kansas, little dude out of Wichita, Kansas, little dude out of Wichita, Kansas, says, "Can't bribe me, can't scare me." says, "Can't bribe me, can't scare me." says, "Can't bribe me, can't scare me." I I I will I will tell you this, when we I I I will I will tell you this, when we I I I will I will tell you this, when we decided to go down this road, my wife decided to go down this road, my wife decided to go down this road, my wife and I had a very serious conversation and I had a very serious conversation and I had a very serious conversation because we met with a lot of body shop because we met with a lot of body shop because we met with a lot of body shop owners and technicians and managers and owners and technicians and managers and owners and technicians and managers and got a part of like associations and got a part of like associations and got a part of like associations and stuff, and every single everybody said, stuff, and every single everybody said, stuff, and every single everybody said, "You can't do that. You will run it into "You can't do that. You will run it into "You can't do that. You will run it into the ground." the ground." the ground." » Mhm. » Mhm. » Mhm. » And so, rewind however many years ago, » And so, rewind however many years ago, » And so, rewind however many years ago, my wife and I are sitting in our living my wife and I are sitting in our living my wife and I are sitting in our living room going, "Well, let's run it into the room going, "Well, let's run it into the room going, "Well, let's run it into the ground." ground." ground." » Mhm. » Mhm. » Mhm. » I mean, » I mean, » I mean, » [clears throat] » [clears throat] » [clears throat] » ultimately, we were like, "We would » ultimately, we were like, "We would » ultimately, we were like, "We would rather be successful at doing it right rather be successful at doing it right rather be successful at doing it right » Yeah. » Yeah. » Yeah. » you know, than failing it." You know, so » you know, than failing it." You know, so » you know, than failing it." You know, so we just were like, "This isn't This is a we just were like, "This isn't This is a we just were like, "This isn't This is a non-negotiable deal." non-negotiable deal." non-negotiable deal." » Well, they » Well, they » Well, they not only pressure on the body shops, but not only pressure on the body shops, but not only pressure on the body shops, but in my little experience with insurance in my little experience with insurance in my little experience with insurance companies, they put pressure on the companies, they put pressure on the companies, they put pressure on the consumer as well uh as far as choice. consumer as well uh as far as choice. consumer as well uh as far as choice. » 100%. » 100%. » 100%. » that quite a bit in the restoration » that quite a bit in the restoration » that quite a bit in the restoration space is they will tell them, "No, you space is they will tell them, "No, you space is they will tell them, "No, you have to go with this person." And that's have to go with this person." And that's have to go with this person." And that's not true. not true. not true. » Yeah. » Yeah. » Yeah. » Like they will say this is a, you know, » Like they will say this is a, you know, » Like they will say this is a, you know, and even though they're allowed they and even though they're allowed they and even though they're allowed they are allowed to give a list or they are allowed to give a list or they are allowed to give a list or recommend, right? That and that's okay, recommend, right? That and that's okay, recommend, right? That and that's okay, I get that. Um but they're going to I get that. Um but they're going to I get that. Um but they're going to recommend who's going to follow their recommend who's going to follow their recommend who's going to follow their guidelines. They're not going to guidelines. They're not going to guidelines. They're not going to recommend someone who doesn't. recommend someone who doesn't. recommend someone who doesn't. » Well, I will tell you this, insurance » Well, I will tell you this, insurance » Well, I will tell you this, insurance companies are extremely good at words. companies are extremely good at words. companies are extremely good at words. » Yeah. Yeah, I'm sure. » Yeah. Yeah, I'm sure. » Yeah. Yeah, I'm sure. » And feelings. » And feelings. » And feelings. » Yeah. Navigating all that. Yeah. » Yeah. Navigating all that. Yeah. » Yeah. Navigating all that. Yeah. » And so, that recommended list, » And so, that recommended list, » And so, that recommended list, the way that they tell somebody, makes the way that they tell somebody, makes the way that they tell somebody, makes them feel like them feel like them feel like I I can't tell you the amount of people I I can't tell you the amount of people I I can't tell you the amount of people that come in to go, "Well, they told me that come in to go, "Well, they told me that come in to go, "Well, they told me I had to." I had to." I had to." » Yeah. » Yeah. » Yeah. » "No, that's the way they made you feel." » "No, that's the way they made you feel." » "No, that's the way they made you feel." » Yeah. That's good. Now, » Yeah. That's good. Now, » Yeah. That's good. Now, » It's really good. » It's really good. » It's really good. » ask » ask » ask » them. » them. » them. » Yeah. » Yeah. » Yeah. » Send an email so it's documented, date » Send an email so it's documented, date » Send an email so it's documented, date and time stamp, evidentiary. and time stamp, evidentiary. and time stamp, evidentiary. » Yep. » Yep. » Yep. » Do I have the right to choose my own » Do I have the right to choose my own » Do I have the right to choose my own body shop and it body shop and it body shop and it » Yes, absolutely. » Yes, absolutely. » Yes, absolutely. » Yep. » Yep. » Yep. » Because if if they say otherwise, that's » Because if if they say otherwise, that's » Because if if they say otherwise, that's illegal. illegal. illegal. » Yep. » Yep. » Yep. » You know. And so, yeah, you're 100% » You know. And so, yeah, you're 100% » You know. And so, yeah, you're 100% right. The pressure is Now, I will tell right. The pressure is Now, I will tell right. The pressure is Now, I will tell you this, you this, you this, what I've learned, what I've learned, what I've learned, spend a lot of time with attorneys and spend a lot of time with attorneys and spend a lot of time with attorneys and judges, like I've I've I've read a bunch judges, like I've I've I've read a bunch judges, like I've I've I've read a bunch of books on it. Like we once we found of books on it. Like we once we found of books on it. Like we once we found out that this was like the path out that this was like the path out that this was like the path we're going down, we're like, "Okay, we we're going down, we're like, "Okay, we we're going down, we're like, "Okay, we better get really educated in this better get really educated in this better get really educated in this area." area." area." It really breaks down to the business It really breaks down to the business It really breaks down to the business model. model. model. There are body shops that have a There are body shops that have a There are body shops that have a business model business model business model of needing new customers all the time. of needing new customers all the time. of needing new customers all the time. » Okay. » Okay. » Okay. » Because the old customers, once they » Because the old customers, once they » Because the old customers, once they find out how horrible the process is or find out how horrible the process is or find out how horrible the process is or how horrible the product is, because how horrible the product is, because how horrible the product is, because like cuz here's the deal. Like cuz here's the deal. Like cuz here's the deal. Like even like to your point, you're like, "Do like to your point, you're like, "Do like to your point, you're like, "Do they have to pay?" they have to pay?" they have to pay?" » Yeah. » Yeah. » Yeah. » No, I've never seen a lawsuit lost. » No, I've never seen a lawsuit lost. » No, I've never seen a lawsuit lost. But who's willing to go through a But who's willing to go through a But who's willing to go through a lawsuit? lawsuit? lawsuit? » Yeah. Yeah. » Yeah. Yeah. » Yeah. Yeah. » Like who's willing to delay this thing » Like who's willing to delay this thing » Like who's willing to delay this thing » over a $20 tail light, right? Like » over a $20 tail light, right? Like » over a $20 tail light, right? Like » Well, and that was nothing compared » Well, and that was nothing compared » Well, and that was nothing compared to like we're seeing four, five, six to like we're seeing four, five, six to like we're seeing four, five, six thousand dollar shortages, and who has thousand dollar shortages, and who has thousand dollar shortages, and who has that money just sitting around and can that money just sitting around and can that money just sitting around and can wait for litigation? And so, Kansas is a for litigation? And so, Kansas is a for litigation? And so, Kansas is a much better state than most. I now do much better state than most. I now do much better state than most. I now do some consulting with some body shops, some consulting with some body shops, some consulting with some body shops, and there are certain states where I and there are certain states where I and there are certain states where I just tell them just tell them just tell them but like pack it up. but like pack it up. but like pack it up. » Yeah. » Yeah. » Yeah. » Like shut the shop down. » Like shut the shop down. » Like shut the shop down. » Yeah. » Yeah. » Yeah. » You they have paid the politicians, » You they have paid the politicians, » You they have paid the politicians, the laws have changed, the laws have changed, the laws have changed, and doing right isn't an option. doing right isn't an option. doing right isn't an option. So, you either play the game or get out So, you either play the game or get out So, you either play the game or get out of the industry. of the industry. of the industry. » Yeah. » Yeah. » Yeah. » Kansas is very consumer-centric. » Kansas is very consumer-centric. » Kansas is very consumer-centric. And so, what we see is that the majority And so, what we see is that the majority And so, what we see is that the majority of the time you're going to see a a a of the time you're going to see a a a of the time you're going to see a a a a litigation process that leans towards a litigation process that leans towards a litigation process that leans towards a consumer and common sense. a consumer and common sense. a consumer and common sense. » Yeah. » Yeah. » Yeah. » And so, yeah, I it um » And so, yeah, I it um » And so, yeah, I it um it's a it's a wild game. There are it's a it's a wild game. There are it's a it's a wild game. There are insurance companies though that have the insurance companies though that have the insurance companies though that have the other business model and that is we want other business model and that is we want other business model and that is we want to take care of the customer. to take care of the customer. to take care of the customer. Like let's just say like a traditional Like let's just say like a traditional Like let's just say like a traditional business. Like most businesses should business. Like most businesses should business. Like most businesses should have » actually care about getting a good » actually care about getting a good » actually care about getting a good review and they want them to stay on review and they want them to stay on review and they want them to stay on board. board. board. » Yeah. But those places also you probably » Yeah. But those places also you probably » Yeah. But those places also you probably never heard of. never heard of. never heard of. » Yeah. » Yeah. » Yeah. » Like » Like » Like » Or maybe they're not out there trying to » Or maybe they're not out there trying to » Or maybe they're not out there trying to bid low bid everybody on their bid low bid everybody on their bid low bid everybody on their » Like um » Like um » Like um » premiums. » premiums. » premiums. » You ever heard of Chubb? » You ever heard of Chubb? » You ever heard of Chubb? » Mhm. » Mhm. » Mhm. » Chubb, Amica, Acuity, Erie, Pure. » Chubb, Amica, Acuity, Erie, Pure. » Chubb, Amica, Acuity, Erie, Pure. » Only two of those I've heard » Only two of those I've heard » Only two of those I've heard » These are all incredible insurance » These are all incredible insurance » These are all incredible insurance companies. companies. companies. The contracts are almost identical to The contracts are almost identical to The contracts are almost identical to let's say State Farm, but the heart of let's say State Farm, but the heart of let's say State Farm, but the heart of State Farm is State Farm is State Farm is we're going to bring in a lot of we're going to bring in a lot of we're going to bring in a lot of product. We're going to sell it low. product. We're going to sell it low. product. We're going to sell it low. We're going to use the odds that those We're going to use the odds that those We're going to use the odds that those people aren't going to make claims and people aren't going to make claims and people aren't going to make claims and then when they do, we're going to have then when they do, we're going to have then when they do, we're going to have an entire system an entire system an entire system » Yeah. » Yeah. » Yeah. » on how to delay, deny, defend that » on how to delay, deny, defend that » on how to delay, deny, defend that process and we're going to play the odds, you and we're going to play the odds, you and we're going to play the odds, you know, who's going to stick around. know, who's going to stick around. know, who's going to stick around. » Yeah. » Yeah. » Yeah. » And um but those other insurance » And um but those other insurance » And um but those other insurance companies, now here's the big companies, now here's the big companies, now here's the big difference. difference. difference. State Farm I think last year spent $1 State Farm I think last year spent $1 State Farm I think last year spent $1 million in marketing. million in marketing. million in marketing. » Jeez. » Jeez. » Jeez. » You're not going to see Chubb spend a » You're not going to see Chubb spend a » You're not going to see Chubb spend a million dollars. million dollars. million dollars. » No. In fact, they're like » No. In fact, they're like » No. In fact, they're like Yeah, cuz Chubb is represented by Yeah, cuz Chubb is represented by Yeah, cuz Chubb is represented by independent brokerages, right? Like independent brokerages, right? Like independent brokerages, right? Like they're they're a carrier that they're they're a carrier that they're they're a carrier that independent brokerages will pull from. independent brokerages will pull from. independent brokerages will pull from. Like ICI, IMA, they'll they'll pull from Like ICI, IMA, they'll they'll pull from Like ICI, IMA, they'll they'll pull from the Like they're not a public facing the Like they're not a public facing the Like they're not a public facing really. They don't There's not a Chubb really. They don't There's not a Chubb really. They don't There's not a Chubb shop you can walk into and buy shop you can walk into and buy shop you can walk into and buy insurance. You buy I think those ones insurance. You buy I think those ones insurance. You buy I think those ones that you're that I'm familiar with, the that you're that I'm familiar with, the that you're that I'm familiar with, the that you talked about, like they the that you talked about, like they the that you talked about, like they come through a different brand that's come through a different brand that's come through a different brand that's not a franchise or or whatever you would not a franchise or or whatever you would not a franchise or or whatever you would call » I'm not 100% sure on the business model. » I'm not 100% sure on the business model. » I'm not 100% sure on the business model. I just know that when we work with them, I just know that when we work with them, I just know that when we work with them, like we'll get a phone call. Yeah. Hey, like we'll get a phone call. Yeah. Hey, like we'll get a phone call. Yeah. Hey, just got off the phone with the just got off the phone with the just got off the phone with the customer. They were really happy with customer. They were really happy with customer. They were really happy with their car. Thank you so much. I'm like their car. Thank you so much. I'm like their car. Thank you so much. I'm like » » » » You're welcome. Like » You're welcome. Like » You're welcome. Like I love you, too. You know. You know. Yeah. Yeah. Yeah. » That's awesome. » That's awesome. » That's awesome. » So » So » So » Um back not to take us too far back, but » Um back not to take us too far back, but » Um back not to take us too far back, but I've wanted to tell a story of Aaron I've wanted to tell a story of Aaron I've wanted to tell a story of Aaron Wertz as far as the hated Wertz as far as the hated Wertz as far as the hated philosophy and how that can help with philosophy and how that can help with philosophy and how that can help with growth. I was we had a good to be clean. growth. I was we had a good to be clean. growth. I was we had a good to be clean. We had the cleaning contract for all the We had the cleaning contract for all the We had the cleaning contract for all the supercar guys, Subaru supercar guys, Subaru supercar guys, Subaru and up to the point I think when the Stevens up to the point I think when the Stevens up to the point I think when the Stevens bought it, we still had it for a little bought it, we still had it for a little bought it, we still had it for a little while and then it they went in house while and then it they went in house while and then it they went in house with everything, but with everything, but with everything, but I was at one of those dealerships in his I was at one of those dealerships in his I was at one of those dealerships in his office. It was like over on the west office. It was like over on the west office. It was like over on the west side, I think or was it the I can't side, I think or was it the I can't side, I think or was it the I can't remember, but one of the locations he remember, but one of the locations he remember, but one of the locations he had a like a media room. had a like a media room. had a like a media room. » Yeah. » Yeah. » Yeah. » And I just knocked on his door one day » And I just knocked on his door one day » And I just knocked on his door one day and I'm like, "Hey." Cuz I was doing a and I'm like, "Hey." Cuz I was doing a and I'm like, "Hey." Cuz I was doing a lot of videography and but I was lot of videography and but I was lot of videography and but I was there like running an auto scrubber and there like running an auto scrubber and there like running an auto scrubber and I'm like, "I love this stuff. You're I'm like, "I love this stuff. You're I'm like, "I love this stuff. You're obviously like can we get lunch obviously like can we get lunch obviously like can we get lunch sometime?" So we got to lunch and then sometime?" So we got to lunch and then sometime?" So we got to lunch and then we started meeting a little bit and I we started meeting a little bit and I we started meeting a little bit and I was just picking his brain and was just picking his brain and was just picking his brain and um so I just straight up told him um so I just straight up told him um so I just straight up told him literally at our first lunch. I said literally at our first lunch. I said literally at our first lunch. I said like don't know him at all. I'm like, like don't know him at all. I'm like, like don't know him at all. I'm like, "You're those ads are the worst." I said "You're those ads are the worst." I said "You're those ads are the worst." I said like your radio ad, "Buying a car like your radio ad, "Buying a car like your radio ad, "Buying a car doesn't have to suck." Like it all doesn't have to suck." Like it all doesn't have to suck." Like it all sucks. Like it's terrible. And I'm like, sucks. Like it's terrible. And I'm like, sucks. Like it's terrible. And I'm like, "But obviously" and he's like, "Yeah." "But obviously" and he's like, "Yeah." "But obviously" and he's like, "Yeah." He goes, "Uh you know where this is all He goes, "Uh you know where this is all He goes, "Uh you know where this is all based off of?" And I'm like, based off of?" And I'm like, based off of?" And I'm like, "No." He's like, "So there's this "No." He's like, "So there's this "No." He's like, "So there's this European company in European company in European company in Europe that did all that they studied like that did all that they studied like that did all that they studied like crazy exactly what you're talking about crazy exactly what you're talking about crazy exactly what you're talking about and they figured out that the more and they figured out that the more and they figured out that the more ad was hated, the more viral it would go ad was hated, the more viral it would go ad was hated, the more viral it would go and the more growth they would and the more growth they would and the more growth they would experience. And so they tested it. They experience. And so they tested it. They experience. And so they tested it. They did you know your traditional ads, then did you know your traditional ads, then did you know your traditional ads, then they did ads that were incredibly they did ads that were incredibly they did ads that were incredibly [snorts] offensive. Like they crossed [snorts] offensive. Like they crossed [snorts] offensive. Like they crossed the line. the line. the line. » Yeah. » Yeah. » Yeah. » And got everybody talking about them and » And got everybody talking about them and » And got everybody talking about them and they blew up. they blew up. they blew up. » Yeah. » Yeah. » Yeah. » And he found this case study and he's » And he found this case study and he's » And he found this case study and he's like, I'm going to you know, I'm going like, I'm going to you know, I'm going like, I'm going to you know, I'm going to pursue being the most annoying like to pursue being the most annoying like to pursue being the most annoying like all of that and he's like, and I'm like, all of that and he's like, and I'm like, all of that and he's like, and I'm like, well, I guess it worked. well, I guess it worked. well, I guess it worked. » Yeah. » Yeah. » Yeah. » I can't get it out of my head. » I can't get it out of my head. » I can't get it out of my head. » Yeah. » Yeah. » Yeah. » And they were selling cars left and » And they were selling cars left and » And they were selling cars left and right. right. right. » 100%. » 100%. » 100%. » And but he was from like a » And but he was from like a » And but he was from like a marketing case study from Europe. marketing case study from Europe. marketing case study from Europe. » Yeah. » Yeah. » Yeah. » Of like all the and that totally fits » Of like all the and that totally fits » Of like all the and that totally fits Aaron. Like the more I got to know him, Aaron. Like the more I got to know him, Aaron. Like the more I got to know him, like, of course you would find something like, of course you would find something like, of course you would find something like that and build [clears throat] a like that and build [clears throat] a like that and build [clears throat] a whole » Yeah, and that's I mean, that's » Yeah, and that's I mean, that's » Yeah, and that's I mean, that's obviously like obviously like obviously like the biggest challenge as a business the biggest challenge as a business the biggest challenge as a business owner is you want everything clean and owner is you want everything clean and owner is you want everything clean and perfect and edited and we we um perfect and edited and we we um perfect and edited and we we um we had something that really blew up is we had something that really blew up is we had something that really blew up is I I started going live on Facebook early I I started going live on Facebook early I I started going live on Facebook early on. It's not the same today as it was on. It's not the same today as it was on. It's not the same today as it was back then, but I would, you know, I'd back then, but I would, you know, I'd back then, but I would, you know, I'd get hundreds of people and I would just get hundreds of people and I would just get hundreds of people and I would just I remember it was a Grant Cardone that I remember it was a Grant Cardone that I remember it was a Grant Cardone that suggested it. suggested it. suggested it. And he said he told me something or he And he said he told me something or he And he said he told me something or he said he told me yeah, like we're said he told me yeah, like we're said he told me yeah, like we're friends. friends. friends. » » » » He's he posted something » He's he posted something » He's he posted something » on his yacht and he was like, "Listen, » on his yacht and he was like, "Listen, » on his yacht and he was like, "Listen, Clay." Clay." Clay." » We're smoking a cigar and he's like, » We're smoking a cigar and he's like, » We're smoking a cigar and he's like, "Listen, bro. You need to go live on "Listen, bro. You need to go live on "Listen, bro. You need to go live on Facebook." I'm like, "Okay, dude. I can Facebook." I'm like, "Okay, dude. I can Facebook." I'm like, "Okay, dude. I can hear you." Um hear you." Um hear you." Um he made a he talked about his fear he made a he talked about his fear he made a he talked about his fear of going of going of going creating content that he was that what creating content that he was that what creating content that he was that what had him involved, right? Anybody can had him involved, right? Anybody can had him involved, right? Anybody can hire a camera crew and go, "Hey, point hire a camera crew and go, "Hey, point hire a camera crew and go, "Hey, point at that car or go look at that Wagyu or at that car or go look at that Wagyu or at that car or go look at that Wagyu or whatever, right?" whatever, right?" whatever, right?" » Yeah. » Yeah. » Yeah. » Um » Um » Um but like when you're on it, but like when you're on it, but like when you're on it, you're getting hated on, you're you're getting hated on, you're you're getting hated on, you're you know, you have something wrong, know, you have something wrong, know, you have something wrong, something's going on, you misspeak, something's going on, you misspeak, something's going on, you misspeak, whatever, it's nerve-wracking. whatever, it's nerve-wracking. whatever, it's nerve-wracking. » Yep. » Yep. » Yep. » And he said » And he said » And he said that time in between the time that you know you in between the time that you know you in between the time that you know you need to do something need to do something need to do something and the actual execution, the more time and the actual execution, the more time and the actual execution, the more time you put, the harder it becomes. you put, the harder it becomes. you put, the harder it becomes. » Mhm. » Mhm. » Mhm. » And so he's like, just push the button. » And so he's like, just push the button. » And so he's like, just push the button. So, [clears throat] So, [clears throat] So, [clears throat] » I remember I used to have this little » I remember I used to have this little » I remember I used to have this little catchphrase, "What's going on, boys and catchphrase, "What's going on, boys and catchphrase, "What's going on, boys and girls? This is Clay over at Best Body girls? This is Clay over at Best Body girls? This is Clay over at Best Body Shop." Every single time. And Shop." Every single time. And Shop." Every single time. And the reason why I had that, it was on the reason why I had that, it was on the reason why I had that, it was on accident. I was looking at my phone, and accident. I was looking at my phone, and accident. I was looking at my phone, and I remember time's going to make it I remember time's going to make it I remember time's going to make it impossible, so I just pushed live. impossible, so I just pushed live. impossible, so I just pushed live. And then it turned on. I was like, And then it turned on. I was like, And then it turned on. I was like, "What's going on, boys and girls?" "What's going on, boys and girls?" "What's going on, boys and girls?" » » » » And then it just stuck. In fact, I would » And then it just stuck. In fact, I would » And then it just stuck. In fact, I would go to like conferences, and I'd walk in, go to like conferences, and I'd walk in, go to like conferences, and I'd walk in, and people would be like, "What's going and people would be like, "What's going and people would be like, "What's going on, boys and on, boys and on, boys and This funny thing, but This funny thing, but This funny thing, but » That's awesome. » That's awesome. » That's awesome. » Um but yeah, we would we would go live. » Um but yeah, we would we would go live. » Um but yeah, we would we would go live. » And like what situation? Just » And like what situation? Just » And like what situation? Just painting, no reason? painting, no reason? painting, no reason? » I'm driving. » I'm driving. » I'm driving. » Yeah. » Yeah. » Yeah. » I have something on my mind. » I have something on my mind. » I have something on my mind. Um you know, I see a car. Like it was Um you know, I see a car. Like it was Um you know, I see a car. Like it was just all the time walking around. just all the time walking around. just all the time walking around. Um we did it a lot. Um we did it a lot. Um we did it a lot. » Mhm. » Mhm. » Mhm. » And again, » And again, » And again, the amount of business owners, you know, the amount of business owners, you know, the amount of business owners, you know, now that I'm doing the marketing side, now that I'm doing the marketing side, now that I'm doing the marketing side, and I'm meeting and I'm meeting and I'm meeting the amount of business owners that are the amount of business owners that are the amount of business owners that are not willing to get uncomfortable. not willing to get uncomfortable. not willing to get uncomfortable. And I'm like, that might be And I'm like, that might be And I'm like, that might be the thing that sets you off. Yeah. the thing that sets you off. Yeah. the thing that sets you off. Yeah. People don't buy your product to buy People don't buy your product to buy People don't buy your product to buy your product. your product. your product. They buy it because of the people behind They buy it because of the people behind They buy it because of the people behind that product. that product. that product. » Yeah. » Yeah. » Yeah. » And so, you know, I I we we kind of » And so, you know, I I we we kind of » And so, you know, I I we we kind of joked. There's something that we're joked. There's something that we're joked. There's something that we're working on currently working on currently working on currently that I'm like, yeah, my competition that I'm like, yeah, my competition that I'm like, yeah, my competition won't do this. won't do this. won't do this. » Mhm. » Mhm. » Mhm. » So, I'm I'm probably going to get » So, I'm I'm probably going to get » So, I'm I'm probably going to get ridiculed. I'm probably going to get ridiculed. I'm probably going to get ridiculed. I'm probably going to get hated on, but it's going to bring hated on, but it's going to bring hated on, but it's going to bring followers. It's going to bring followers. It's going to bring followers. It's going to bring uh people that fall in love with us cuz uh people that fall in love with us cuz uh people that fall in love with us cuz we have, you know, we're good people. we have, you know, we're good people. we have, you know, we're good people. We're doing the right things. We're doing the right things. We're doing the right things. » Yeah. » Yeah. » Yeah. » And uh » And uh » And uh and we're willing to pay that price like and we're willing to pay that price like and we're willing to pay that price like Aaron did Aaron did Aaron did to be able to get that success. And to be able to get that success. And to be able to get that success. And I know my competition won't do it. And I know my competition won't do it. And I know my competition won't do it. » I think I you That's a really good point » I think I you That's a really good point » I think I you That's a really good point on if you're doing the right thing, like on if you're doing the right thing, like on if you're doing the right thing, like you believe in what you do, and you do you believe in what you do, and you do you believe in what you do, and you do it well, it well, it well, and then you fall into that, like, okay, and then you fall into that, like, okay, and then you fall into that, like, okay, now I have to go do this content thing now I have to go do this content thing now I have to go do this content thing or, you know, pretend to be an or, you know, pretend to be an or, you know, pretend to be an influencer or step into that lane. I influencer or step into that lane. I influencer or step into that lane. I feel like it's my encouragement to feel like it's my encouragement to feel like it's my encouragement to people is like, "Hey, you're great." I people is like, "Hey, you're great." I people is like, "Hey, you're great." I was talking to a a repair shop owner and was talking to a a repair shop owner and was talking to a a repair shop owner and I was like, "You're really good at what I was like, "You're really good at what I was like, "You're really good at what you do. Your systems are incredible. you do. Your systems are incredible. you do. Your systems are incredible. You've integrated software. Like, You've integrated software. Like, You've integrated software. Like, everything here is beautiful. everything here is beautiful. everything here is beautiful. And you shouldn't worry about what you And you shouldn't worry about what you And you shouldn't worry about what you say and if you say it wrong because if say and if you say it wrong because if say and if you say it wrong because if they do ever come experience you, do you they do ever come experience you, do you they do ever come experience you, do you think it's going to be great? Right? So, think it's going to be great? Right? So, think it's going to be great? Right? So, I'm like, whatever you put out there, I'm like, whatever you put out there, I'm like, whatever you put out there, like Okay. Now, there's a lot of people like Okay. Now, there's a lot of people like Okay. Now, there's a lot of people that are really good at marketing and that are really good at marketing and that are really good at marketing and but their end products are really bad, but their end products are really bad, but their end products are really bad, right? Like that That exists, but like I right? Like that That exists, but like I right? Like that That exists, but like I think the other voyeurism is not the word I the other voyeurism is not the word I the other voyeurism is not the word I should use for this until I find a should use for this until I find a should use for this until I find a better » » » » That's the That's the That's the » That's the That's the That's the » That's the That's the That's the » social media. » social media. » social media. » That's the clickbait for this » That's the clickbait for this » That's the clickbait for this » Yeah. This podcast, that's the hook. » Yeah. This podcast, that's the hook. » Yeah. This podcast, that's the hook. Listen, I should not say this word. I Listen, I should not say this word. I Listen, I should not say this word. I say it all the time. I should never say it all the time. I should never say it all the time. I should never say it. Cut. it. Cut. it. Cut. » Trailer. » Trailer. » Trailer. » » Um but that's why social media works. » Um but that's why social media works. You people get You people get You people get access to see things and experience access to see things and experience access to see things and experience things that they wouldn't otherwise. So, things that they wouldn't otherwise. So, things that they wouldn't otherwise. So, if you don't give them access, you don't if you don't give them access, you don't if you don't give them access, you don't get followers. Like that to me is like get followers. Like that to me is like get followers. Like that to me is like the simplest way to explain how to win the simplest way to explain how to win the simplest way to explain how to win on social media is give them access even on social media is give them access even on social media is give them access even when you're like, "This seems dumb." when you're like, "This seems dumb." when you're like, "This seems dumb." Turn it on. "Oh, what's up, boys and Turn it on. "Oh, what's up, boys and Turn it on. "Oh, what's up, boys and girls? It's Clay with You know, like girls? It's Clay with You know, like girls? It's Clay with You know, like it's like that's what they want. it's like that's what they want. it's like that's what they want. » And what's in between what's to lose » And what's in between what's to lose » And what's in between what's to lose is losing client If you truly care about is losing client If you truly care about is losing client If you truly care about your clients, your clients, your clients, losing your client to someone that sucks losing your client to someone that sucks losing your client to someone that sucks that's willing to do that. that's willing to do that. that's willing to do that. » Yeah. Yeah. That's a good point. » Yeah. Yeah. That's a good point. » Yeah. Yeah. That's a good point. » with somebody the other day and I and » with somebody the other day and I and » with somebody the other day and I and they were asking me for advice on they were asking me for advice on they were asking me for advice on social and Google and all this stuff and social and Google and all this stuff and social and Google and all this stuff and I said, "Well, let me see your Google, I said, "Well, let me see your Google, I said, "Well, let me see your Google, you know, reviews." And you know, reviews." And you know, reviews." And there's a one-star review and I was there's a one-star review and I was there's a one-star review and I was like, "Hey, um like, "Hey, um like, "Hey, um what's up with this one-star review?" what's up with this one-star review?" what's up with this one-star review?" And uh "Oh, yeah, yeah. That I said, uh "Oh, yeah, yeah. That I said, uh "Oh, yeah, yeah. That I said, was it earned like you really I mean was it earned like you really I mean was it earned like you really I mean this looks this looks this looks pretty logical like he has a good point. pretty logical like he has a good point. pretty logical like he has a good point. » Yeah. » Yeah. » Yeah. » Yeah, we we did it during this and » Yeah, we we did it during this and » Yeah, we we did it during this and essentially saying we screwed up. essentially saying we screwed up. essentially saying we screwed up. » Yeah. » Yeah. » Yeah. » That's okay. » That's okay. » That's okay. What did you go fix it? He goes, What did you go fix it? He goes, What did you go fix it? He goes, » [sighs] » [sighs] » [sighs] » "Ah, I called him." I was like, "Oh, » "Ah, I called him." I was like, "Oh, » "Ah, I called him." I was like, "Oh, good." He goes, "Yeah, he told me if I good." He goes, "Yeah, he told me if I good." He goes, "Yeah, he told me if I come out and fix it, he'd take the come out and fix it, he'd take the come out and fix it, he'd take the review down." Sweet. Did you do it? He review down." Sweet. Did you do it? He review down." Sweet. Did you do it? He goes, "Nah, should I should I respond to goes, "Nah, should I should I respond to goes, "Nah, should I should I respond to it?" it?" it?" » » I'm like, "Dude, you need to go fix it." » I'm like, "Dude, you need to go fix it." » Yeah, yeah. » Yeah, yeah. » Yeah, yeah. » I'm like, » I'm like, » I'm like, » Both. » Both. » Both. » Yeah. » Yeah. » Yeah. » Responding to a one star review the » Responding to a one star review the » Responding to a one star review the right way I think is better than a five right way I think is better than a five right way I think is better than a five star review. star review. star review. » Right. Like » Right. Like » Right. Like » 100%. » 100%. » 100%. » It's marketing cuz everyone goes to that » It's marketing cuz everyone goes to that » It's marketing cuz everyone goes to that one star review. Everyone goes to the one star review. Everyone goes to the one star review. Everyone goes to the one star so whatever you write there, one star so whatever you write there, one star so whatever you write there, everyone's going to read what you write. everyone's going to read what you write. everyone's going to read what you write. » But if your number one focus isn't what » But if your number one focus isn't what » But if your number one focus isn't what you do you do you do » Yeah. » Yeah. » Yeah. » and there's a lot of people out there » and there's a lot of people out there » and there's a lot of people out there that are horrible at what they do, but that are horrible at what they do, but that are horrible at what they do, but they're really good at utilizing they're really good at utilizing they're really good at utilizing technology » Mhm. » Mhm. » Mhm. » to make » to make » to make you look good and so you end up going you look good and so you end up going you look good and so you end up going and experiencing something that's and experiencing something that's and experiencing something that's not good. not good. not good. » Yeah. » Yeah. » Yeah. » Like, wait a minute, these people aren't » Like, wait a minute, these people aren't » Like, wait a minute, these people aren't good people. good people. good people. » Yeah. » Yeah. » Yeah. » It's like, dude, just » It's like, dude, just » It's like, dude, just get out there and get hated on and get out there and get hated on and get out there and get hated on and » Yeah. » Yeah. » Yeah. » you know. » you know. » you know. » Let's uh let's go with show Wagyu. » Let's uh let's go with show Wagyu. » Let's uh let's go with show Wagyu. » Yeah. » Yeah. » Yeah. » What what? » What what? » What what? I'm I'm painting cars and I'm selling I'm I'm painting cars and I'm selling I'm I'm painting cars and I'm selling beef. beef. beef. » That's kind of like cleaning » That's kind of like cleaning » That's kind of like cleaning carpets. carpets. carpets. » Yeah, » Yeah, » Yeah, now I've got 150,000 bucks in my bank. now I've got 150,000 bucks in my bank. now I've got 150,000 bucks in my bank. » That's fair. That's fair. » That's fair. That's fair. » That's fair. That's fair. » » » » Um » Um » Um so so so did you know there's a Boss's Day? did you know there's a Boss's Day? did you know there's a Boss's Day? » Yes, I did. » Yes, I did. » Yes, I did. » Yeah, I didn't know that. » Yeah, I didn't know that. » Yeah, I didn't know that. » Well, I did I I say that I very rarely » Well, I did I I say that I very rarely » Well, I did I I say that I very rarely got celebrated but a few times, you got celebrated but a few times, you got celebrated but a few times, you know. Get the office mug or the know. Get the office mug or the know. Get the office mug or the » I did three I did three years ago. » I did three I did three years ago. » I did three I did three years ago. » Okay. » Okay. » Okay. » They brought me I'm a steak guy. » They brought me I'm a steak guy. » They brought me I'm a steak guy. » Okay. » Okay. » Okay. » And they brought me a steak » And they brought me a steak » And they brought me a steak from this local farm. We Wagyu, from this local farm. We Wagyu, from this local farm. We Wagyu, from the Air family. from the Air family. from the Air family. And I was like, "Oh, thanks." You know, I I was like, "Oh, thanks." You know, I I was like, "Oh, thanks." You know, I took it home, cooked it. took it home, cooked it. took it home, cooked it. Didn't think anything of it till I took Didn't think anything of it till I took Didn't think anything of it till I took a bite, and I went, "Whoa, this is a bite, and I went, "Whoa, this is a bite, and I went, "Whoa, this is this is way different." Different. And I this is way different." Different. And I this is way different." Different. And I eat a lot. So, I'm like, I've traveled eat a lot. So, I'm like, I've traveled eat a lot. So, I'm like, I've traveled like I really thought I knew I thought I like I really thought I knew I thought I like I really thought I knew I thought I had a good palate. had a good palate. had a good palate. » [clears throat] » [clears throat] » [clears throat] » I was like, "This is crazy." » I was like, "This is crazy." » I was like, "This is crazy." So, I So, it's American Wagyu? Um this So, I So, it's American Wagyu? Um this So, I So, it's American Wagyu? Um this the one that I had was American Wagyu. the one that I had was American Wagyu. the one that I had was American Wagyu. And so, And so, And so, I ended up going back to the body shop, I ended up going back to the body shop, I ended up going back to the body shop, and I went like a crackhead. I was like, and I went like a crackhead. I was like, and I went like a crackhead. I was like, "Where did you get that?" "Where did you get that?" "Where did you get that?" He was like, "Oh, this guy named Cody." He was like, "Oh, this guy named Cody." He was like, "Oh, this guy named Cody." I'm like, "Okay. What's his number?" I'm like, "Okay. What's his number?" I'm like, "Okay. What's his number?" » are about to become best friends. » are about to become best friends. » are about to become best friends. » listen to this. This is awesome. I call » listen to this. This is awesome. I call » listen to this. This is awesome. I call Cody, and I'm like, "What the hell makes Cody, and I'm like, "What the hell makes Cody, and I'm like, "What the hell makes this so good? Like, what is going on this so good? Like, what is going on this so good? Like, what is going on here?" And here?" And here?" And he's like, "Oh, it's artisan raised he's like, "Oh, it's artisan raised he's like, "Oh, it's artisan raised versus commercial raised." And I'm like, versus commercial raised." And I'm like, versus commercial raised." And I'm like, "I don't know what any of that means. "I don't know what any of that means. "I don't know what any of that means. All I know is that's the best steak I've All I know is that's the best steak I've All I know is that's the best steak I've ever had, and I've never had anything ever had, and I've never had anything ever had, and I've never had anything close." close." close." » was it? » was it? » was it? » It was a KC strip. » It was a KC strip. » It was a KC strip. » Okay. » Okay. » Okay. » Like, it wasn't even like Yeah. Um » Like, it wasn't even like Yeah. Um » Like, it wasn't even like Yeah. Um I ended up taking him out to lunch every I ended up taking him out to lunch every I ended up taking him out to lunch every Thursday. I'm I'm pretty obsessive. I'm Thursday. I'm I'm pretty obsessive. I'm Thursday. I'm I'm pretty obsessive. I'm sure you can sure you can sure you can » » » » understand this, but I I took him to » understand this, but I I took him to » understand this, but I I took him to lunch every Thursday for about a year. lunch every Thursday for about a year. lunch every Thursday for about a year. And I just was so intrigued by this And I just was so intrigued by this And I just was so intrigued by this whole So, he opened my eyes to like whole So, he opened my eyes to like whole So, he opened my eyes to like chicken and pork and all these farms. chicken and pork and all these farms. chicken and pork and all these farms. And the correlation between And the correlation between And the correlation between collision shop and the Wagyu is collision shop and the Wagyu is collision shop and the Wagyu is crazy because there are big meat crazy because there are big meat crazy because there are big meat companies that go into farms, and companies that go into farms, and companies that go into farms, and farming is exceptionally hard. And remember, I is exceptionally hard. And remember, I is exceptionally hard. And remember, I don't have any agricultural background. don't have any agricultural background. don't have any agricultural background. In fact, I had never stepped foot on a In fact, I had never stepped foot on a In fact, I had never stepped foot on a farm until I farm until I farm until I started Wichita Wagyu. started Wichita Wagyu. started Wichita Wagyu. Um I have no culinary experience. I've Um I have no culinary experience. I've Um I have no culinary experience. I've never been to I've never been into that. never been to I've never been into that. never been to I've never been into that. In fact, I barely cooked before Wichita In fact, I barely cooked before Wichita In fact, I barely cooked before Wichita Wagyu. Wagyu. Wagyu. And um um And um um And um um And and so what I found And and so what I found And and so what I found through Cody and some other farms that through Cody and some other farms that through Cody and some other farms that he introduced me to he introduced me to he introduced me to is that farming's tough and it's a is that farming's tough and it's a is that farming's tough and it's a legacy deal. legacy deal. legacy deal. And so you have a farm that's been And so you have a farm that's been And so you have a farm that's been around for four generations, five around for four generations, five around for four generations, five generations. generations. generations. » Especially with the cost of acre, it » Especially with the cost of acre, it » Especially with the cost of acre, it kind of stays in the family usually. kind of stays in the family usually. kind of stays in the family usually. » And all you're wanting to do is just » And all you're wanting to do is just » And all you're wanting to do is just keep it alive. I don't want it to fail keep it alive. I don't want it to fail keep it alive. I don't want it to fail on my time. on my time. on my time. » Yeah. Yeah. » Yeah. Yeah. » Yeah. Yeah. » So big companies come in and say, "Hey, » So big companies come in and say, "Hey, » So big companies come in and say, "Hey, we'll buy we'll buy we'll buy everything you produce, but you have to everything you produce, but you have to everything you produce, but you have to produce this amount at this price and produce this amount at this price and produce this amount at this price and you have to do it in this time frame. you have to do it in this time frame. you have to do it in this time frame. And the four or five generations of And the four or five generations of And the four or five generations of everything they've learned about how to everything they've learned about how to everything they've learned about how to do that do that do that it's like, "Well, that's impossible." it's like, "Well, that's impossible." it's like, "Well, that's impossible." And that's where steroids, antibiotics, And that's where steroids, antibiotics, And that's where steroids, antibiotics, hormones, preservatives, like all these hormones, preservatives, like all these hormones, preservatives, like all these things come in and the grade things come in and the grade things come in and the grade go the quality goes down. go the quality goes down. go the quality goes down. And so the difference between like you And so the difference between like you And so the difference between like you guys know what prime, select, and choice guys know what prime, select, and choice guys know what prime, select, and choice is, right? Okay. So prime is like 10% is, right? Okay. So prime is like 10% is, right? Okay. So prime is like 10% intramuscular marbling. intramuscular marbling. intramuscular marbling. » Okay. » Okay. » Okay. » We don't have anything under 20. » We don't have anything under 20. » We don't have anything under 20. Like it's not that hard when the farm Like it's not that hard when the farm Like it's not that hard when the farm actually makes the decisions. makes the decisions. makes the decisions. They just they can't make the decision They just they can't make the decision They just they can't make the decision based solely on speed and money. based solely on speed and money. based solely on speed and money. And so And so And so he introduced me at that we we finally he introduced me at that we we finally he introduced me at that we we finally get to the point where I interview about get to the point where I interview about get to the point where I interview about a hundred farms and find like 14 farms a hundred farms and find like 14 farms a hundred farms and find like 14 farms that are like Cody's. that are like Cody's. that are like Cody's. And we I can't find any of this stuff in And we I can't find any of this stuff in And we I can't find any of this stuff in stores. stores. stores. And so I'm buying this stuff for my And so I'm buying this stuff for my And so I'm buying this stuff for my house by going to these farms or meeting house by going to these farms or meeting house by going to these farms or meeting them at QuickTrip or like and I'm I'm them at QuickTrip or like and I'm I'm them at QuickTrip or like and I'm I'm like I'm fed up. I got I like I'm a like I'm fed up. I got I like I'm a like I'm fed up. I got I like I'm a consumer. I don't want to go to your consumer. I don't want to go to your consumer. I don't want to go to your farm again. farm again. farm again. » These farmers are like, "How does this » These farmers are like, "How does this » These farmers are like, "How does this guy eat so much steak?" guy eat so much steak?" guy eat so much steak?" » Yeah. They're like, "What is going on?" » Yeah. They're like, "What is going on?" » Yeah. They're like, "What is going on?" » » » » So I finally » So I finally » So I finally uh uh uh I went to Cody to buy I had this box I went to Cody to buy I had this box I went to Cody to buy I had this box that I'd bring in that I'd bring in that I'd bring in and he would open up his freezers and he would open up his freezers and he would open up his freezers and we'd you know, he'd start loading my and we'd you know, he'd start loading my and we'd you know, he'd start loading my box up for the whatever week or month or box up for the whatever week or month or box up for the whatever week or month or whatever and I finally was like, "How whatever and I finally was like, "How whatever and I finally was like, "How much for everything?" He goes, "What?" much for everything?" He goes, "What?" much for everything?" He goes, "What?" Like, "If I bought everything." Like, "If I bought everything." Like, "If I bought everything." And uh and the funny part of it is he's And uh and the funny part of it is he's And uh and the funny part of it is he's like, "Well, I've got this equipment. like, "Well, I've got this equipment. like, "Well, I've got this equipment. I've got this many cows. I've got" I'm I've got this many cows. I've got" I'm I've got this many cows. I've got" I'm like, "I don't I don't want the farm. like, "I don't I don't want the farm. like, "I don't I don't want the farm. » » » » I just want the product." » I just want the product." » I just want the product." » Right. » Right. » Right. » crazy good, dude. » crazy good, dude. » crazy good, dude. » Yeah. » Yeah. » Yeah. » And so, I bought I think roughly like » And so, I bought I think roughly like » And so, I bought I think roughly like five or 10 grand worth of stuff. That's five or 10 grand worth of stuff. That's five or 10 grand worth of stuff. That's what I could afford. And I went and what I could afford. And I went and what I could afford. And I went and bought a bought a bought a a commercial freezer a commercial freezer a commercial freezer and brought an electrician in, and brought an electrician in, and brought an electrician in, wired it up in my garage. wired it up in my garage. wired it up in my garage. And then that freezer turned into two, And then that freezer turned into two, And then that freezer turned into two, turned into three, turned into a dome turned into three, turned into a dome turned into three, turned into a dome freezer, a POS system. My HOA's like, freezer, a POS system. My HOA's like, freezer, a POS system. My HOA's like, "Hey, dude, you can't do this." You "Hey, dude, you can't do this." You "Hey, dude, you can't do this." You know. know. know. Um Um Um Yeah, it I mean, it just blew up. Yeah, it I mean, it just blew up. Yeah, it I mean, it just blew up. » Yeah. » Yeah. » Yeah. » Once people tried it, they were like, » Once people tried it, they were like, » Once people tried it, they were like, "What's the difference?" I'm like, "What's the difference?" I'm like, "What's the difference?" I'm like, "Dude, these farms "Dude, these farms "Dude, these farms and they and they don't like they don't and they and they don't like they don't and they and they don't like they don't know how to market. They don't They're know how to market. They don't They're know how to market. They don't They're not known. not known. not known. » No. » No. » No. » Um the price is higher. » Um the price is higher. » Um the price is higher. » How was he selling before in his model? » How was he selling before in his model? » How was he selling before in his model? Did he do both sides? Did he do both sides? Did he do both sides? » So, he was a financial » So, he was a financial » So, he was a financial advisor. advisor. advisor. » Okay. » Okay. » Okay. » His dad owned the farm. » His dad owned the farm. » His dad owned the farm. » Okay. » Okay. » Okay. » His sons helped I mean, they're the » His sons helped I mean, they're the » His sons helped I mean, they're the dad's about to retire. Son's taking over dad's about to retire. Son's taking over dad's about to retire. Son's taking over kind of deal. kind of deal. kind of deal. Um Um Um And so, he had freezers at And so, he had freezers at And so, he had freezers at uh his financial office. And then he had uh his financial office. And then he had uh his financial office. And then he had a walk-in freezer, you know, in in a walk-in freezer, you know, in in a walk-in freezer, you know, in in another place and uh he had a website another place and uh he had a website another place and uh he had a website that was really bad. that was really bad. that was really bad. » Yeah. » Yeah. » Yeah. » Um a social media that was terrible. And » Um a social media that was terrible. And » Um a social media that was terrible. And that was the fun part is like as I'm that was the fun part is like as I'm that was the fun part is like as I'm meeting these farms, I'm like, meeting these farms, I'm like, meeting these farms, I'm like, "You guys are really bad at marketing "You guys are really bad at marketing "You guys are really bad at marketing and getting the word out." And I'll and getting the word out." And I'll and getting the word out." And I'll never forget one farm says, "Well, never forget one farm says, "Well, never forget one farm says, "Well, Clay, we live out in the middle of Clay, we live out in the middle of Clay, we live out in the middle of nowhere for a reason. nowhere for a reason. nowhere for a reason. » Yeah, right. » Yeah, right. » Yeah, right. » want to do this, but » want to do this, but » want to do this, but » But we have to. » But we have to. » But we have to. » Yeah. » Yeah. » Yeah. » And if you're going to do it, great. We » And if you're going to do it, great. We » And if you're going to do it, great. We can just do our job. can just do our job. can just do our job. » Right. » Right. » Right. » And it's a it was a perfect match. So. » And it's a it was a perfect match. So. » And it's a it was a perfect match. So. » So when did you go from garage to all » So when did you go from garage to all » So when did you go from garage to all right, it's time for retail? right, it's time for retail? right, it's time for retail? » Um. » Um. » Um. Man. Man. Man. » What year was that? Now that I'm » What year was that? Now that I'm » What year was that? Now that I'm thinking about it. I'm trying to thinking about it. I'm trying to thinking about it. I'm trying to remember. remember. remember. » It was 3 years ago. I know that. » It was 3 years ago. I know that. » It was 3 years ago. I know that. » Okay. » Okay. » Okay. » Oh, no. 2 years ago. » Oh, no. 2 years ago. » Oh, no. 2 years ago. We've been the west side has been We've been the west side has been We've been the west side has been open um April 20th um April 20th um April 20th » 2 years ago. » 2 years ago. » 2 years ago. » There you go. » There you go. » There you go. » There are a few of few people watching » There are a few of few people watching » There are a few of few people watching this going this going this going » Oh. » Oh. » Oh. » See what you're doing there. » See what you're doing there. » See what you're doing there. » That's the day. » That's the day. » That's the day. » It's not boss's day. » It's not boss's day. » It's not boss's day. » It's the » It's the » It's the » It's definitely not boss's day. » It's definitely not boss's day. » It's definitely not boss's day. » It's get fired day. » It's get fired day. » It's get fired day. » » » » Yeah. » Yeah. » Yeah. » Yeah. Yeah. Yeah. Uh but no, the west » Yeah. Yeah. Yeah. Uh but no, the west » Yeah. Yeah. Yeah. Uh but no, the west side's been open for 2 years. East side's been open for 2 years. East side's been open for 2 years. East side's been open for 3 weeks now. side's been open for 3 weeks now. side's been open for 3 weeks now. » Okay. » Okay. » Okay. » So we » So we » So we Wichita is an east and west place. Wichita is an east and west place. Wichita is an east and west place. » Oh, yeah. For sure. » Oh, yeah. For sure. » Oh, yeah. For sure. » It's wild. » It's wild. » It's wild. » Yeah. » Yeah. » Yeah. » We've been open for 2 years. » We've been open for 2 years. » We've been open for 2 years. » West siders. » West siders. » West siders. » Heavy in social media. » Heavy in social media. » Heavy in social media. We have people coming in every day on We have people coming in every day on We have people coming in every day on the east side going, "I never knew you the east side going, "I never knew you the east side going, "I never knew you were in Wichita." were in Wichita." were in Wichita." » Yeah. What? » Yeah. What? » Yeah. What? » Yeah. » Yeah. » Yeah. » How we're 10 minutes away, you know? » How we're 10 minutes away, you know? » How we're 10 minutes away, you know? » So so is the whole and I feel terrible. » So so is the whole and I feel terrible. » So so is the whole and I feel terrible. I need to go El Dorado. I just don't I need to go El Dorado. I just don't I need to go El Dorado. I just don't ever you know, I drive like 2 miles and ever you know, I drive like 2 miles and ever you know, I drive like 2 miles and avoid ever driving more than 2 miles. avoid ever driving more than 2 miles. avoid ever driving more than 2 miles. » Yeah. » Yeah. » Yeah. » Uh is it all is everything frozen? So » Uh is it all is everything frozen? So » Uh is it all is everything frozen? So you go in everything's I'm assuming it's you go in everything's I'm assuming it's you go in everything's I'm assuming it's just all freezers is there? just all freezers is there? just all freezers is there? » Yeah. Um yeah, the majority of it is » Yeah. Um yeah, the majority of it is » Yeah. Um yeah, the majority of it is frozen. frozen. frozen. » Yeah. » Yeah. » Yeah. » Um we don't so we don't use nitrates. » Um we don't so we don't use nitrates. » Um we don't so we don't use nitrates. » Okay. » Okay. » Okay. » And that's » And that's » And that's that's really neat. that's really neat. that's really neat. » coloring a lot that freaks people out, I » coloring a lot that freaks people out, I » coloring a lot that freaks people out, I bet. Like on the from my experience from bet. Like on the from my experience from bet. Like on the from my experience from buying from local places cuz the color buying from local places cuz the color buying from local places cuz the color you go to Dillons and you're like you go to Dillons and you're like you go to Dillons and you're like » It's red. » It's red. » It's red. » Why does that look so pretty? Oh, well, » Why does that look so pretty? Oh, well, » Why does that look so pretty? Oh, well, it's cuz they're making it. it's cuz they're making it. it's cuz they're making it. » something funny? I took my 7-year-old » something funny? I took my 7-year-old » something funny? I took my 7-year-old she's now eight, but I took her into a she's now eight, but I took her into a she's now eight, but I took her into a grocery store grocery store grocery store and of course like I can't help myself. and of course like I can't help myself. and of course like I can't help myself. Got to go to the meat store, you know, Got to go to the meat store, you know, Got to go to the meat store, you know, go to the meat side just a look. And she go to the meat side just a look. And she go to the meat side just a look. And she walked in and she looked around and she walked in and she looked around and she walked in and she looked around and she was like, "Why is everything so red?" was like, "Why is everything so red?" was like, "Why is everything so red?" » Yeah. Yeah. » Yeah. Yeah. » Yeah. Yeah. » I'm like, "Well, that's what commercial » I'm like, "Well, that's what commercial » I'm like, "Well, that's what commercial meat looks like." She goes, "It's gross meat looks like." She goes, "It's gross meat looks like." She goes, "It's gross looking." looking." looking." » Yeah, that's » Yeah, that's » Yeah, that's » She doesn't even know. She doesn't even » She doesn't even know. She doesn't even » She doesn't even know. She doesn't even know. She knows what real, you know, so know. She knows what real, you know, so know. She knows what real, you know, so » It's still taking me a hard time to get » It's still taking me a hard time to get » It's still taking me a hard time to get used to. used to. used to. » Really? » Really? » Really? » Yeah, cuz a friend of mine has a Walnut » Yeah, cuz a friend of mine has a Walnut » Yeah, cuz a friend of mine has a Walnut Valley here in town. You know, they Valley here in town. You know, they Valley here in town. You know, they don't use the don't use the don't use the nitrate yeah, nitrates in it, right? Over here. yeah, nitrates in it, right? Over here. yeah, nitrates in it, right? Over here. You guys need You guys need to meet. I You guys need You guys need to meet. I You guys need You guys need to meet. I don't know if you don't know if you don't know if you » Oh yeah, that'd be » Oh yeah, that'd be » Oh yeah, that'd be » Yeah, he's he's kind of taking over for » Yeah, he's he's kind of taking over for » Yeah, he's he's kind of taking over for his dad and his dad and his dad and he's super really good marketer, too. he's super really good marketer, too. he's super really good marketer, too. He's done a really good job and he's He's done a really good job and he's He's done a really good job and he's that business has changed 10 times over, that business has changed 10 times over, that business has changed 10 times over, but I thought about I'll he was on the but I thought about I'll he was on the but I thought about I'll he was on the podcast, too. podcast, too. podcast, too. » When we » When we » When we when we actually took over when we actually took over when we actually took over like I had to learn everything new. Like like I had to learn everything new. Like like I had to learn everything new. Like this was this was this was a whole new thing and I remember working a whole new thing and I remember working a whole new thing and I remember working with the processors. We now process with the processors. We now process with the processors. We now process everything in house. everything in house. everything in house. » Okay. » Okay. » Okay. » We cut, bag, everything's in house, but » We cut, bag, everything's in house, but » We cut, bag, everything's in house, but back then we'd have to go to someone back then we'd have to go to someone back then we'd have to go to someone that has that license and I remember how that has that license and I remember how that has that license and I remember how offended some of these places were. offended some of these places were. offended some of these places were. » Yeah. » Yeah. » Yeah. » They were like, "What do you mean you » They were like, "What do you mean you » They were like, "What do you mean you don't not want nitrates?" I'm like, "I don't not want nitrates?" I'm like, "I don't not want nitrates?" I'm like, "I don't want I want you to cut the cow, don't want I want you to cut the cow, don't want I want you to cut the cow, put it in a bag, take the air out and put it in a bag, take the air out and put it in a bag, take the air out and give it to me." give it to me." give it to me." Well, it's not going to be retail ready. Well, it's not going to be retail ready. Well, it's not going to be retail ready. I'm like, "Why not?" Well, it needs you I'm like, "Why not?" Well, it needs you I'm like, "Why not?" Well, it needs you know, the coloring. I'm like, know, the coloring. I'm like, know, the coloring. I'm like, "It looks beautiful. Like leave it leave "It looks beautiful. Like leave it leave "It looks beautiful. Like leave it leave it alone, dude, you know?" it alone, dude, you know?" it alone, dude, you know?" It was like a fight just to It was like a fight just to It was like a fight just to » I bet. » I bet. » I bet. » Just don't touch my stuff, you know? » Just don't touch my stuff, you know? » Just don't touch my stuff, you know? » So, you're processing so when you say » So, you're processing so when you say » So, you're processing so when you say you're processing it, not the slaughter you're processing it, not the slaughter you're processing it, not the slaughter to the to the to the » No. So, we don't have a kill floor. » No. So, we don't have a kill floor. » No. So, we don't have a kill floor. » Yeah. » Yeah. » Yeah. » So, we will buy a steer » So, we will buy a steer » So, we will buy a steer and then have it killed and then have it killed and then have it killed » Yeah. » Yeah. » Yeah. » and then we'll primal it out. » and then we'll primal it out. » and then we'll primal it out. » Okay. » Okay. » Okay. » So, they'll dehydrate it and they'll and » So, they'll dehydrate it and they'll and » So, they'll dehydrate it and they'll and then we will get in the primals and then we will get in the primals and then we will get in the primals and then we'll cut those primals down. We'll get we'll cut those primals down. We'll get we'll cut those primals down. We'll get the chuck rolls in, the rib rolls, the chuck rolls in, the rib rolls, the chuck rolls in, the rib rolls, the » What do you get carving What stage is » What do you get carving What stage is » What do you get carving What stage is that called? Like you carve the cow? that called? Like you carve the cow? that called? Like you carve the cow? Like » » » » I don't know. » I don't know. » I don't know. » Slice it. » Slice it. » Slice it. » I don't know. » I don't know. » I don't know. » I love it. » I love it. » I love it. » I don't know. In fact, » I don't know. In fact, » I don't know. In fact, a good buddy of mine, Shawn Brennan, a good buddy of mine, Shawn Brennan, a good buddy of mine, Shawn Brennan, he's an attorney here in town, awesome he's an attorney here in town, awesome he's an attorney here in town, awesome guy. guy. guy. He called me one day and I was like He called me one day and I was like He called me one day and I was like we're getting the East Side set up and I we're getting the East Side set up and I we're getting the East Side set up and I had just set up the butcher room and I'm had just set up the butcher room and I'm had just set up the butcher room and I'm cutting and he goes, cutting and he goes, cutting and he goes, "Hey hey buddy, um "Hey hey buddy, um "Hey hey buddy, um I don't mean any offense to this. I don't mean any offense to this. I don't mean any offense to this. Do you know what the hell you're doing?" Do you know what the hell you're doing?" Do you know what the hell you're doing?" » » » » I'm like, "Not really." » I'm like, "Not really." » I'm like, "Not really." » Yeah. » Yeah. » Yeah. » Uh » Uh » Uh » But it tastes good. » But it tastes good. » But it tastes good. » I don't think Thank goodness for AI. » I don't think Thank goodness for AI. » I don't think Thank goodness for AI. » Right. » Right. » Right. » I learned a lot from AI. » I learned a lot from AI. » I learned a lot from AI. » Right. » Right. » Right. » Calling calling butcher friends, "Hey, » Calling calling butcher friends, "Hey, » Calling calling butcher friends, "Hey, am I doing this right?" Sending pictures am I doing this right?" Sending pictures am I doing this right?" Sending pictures like, "Oh no, cut over here. No, then" like, "Oh no, cut over here. No, then" like, "Oh no, cut over here. No, then" » Well, it's a vast that meat markets are » Well, it's a vast that meat markets are » Well, it's a vast that meat markets are just I think meat I like meat a lot. I just I think meat I like meat a lot. I just I think meat I like meat a lot. I smoke a lot of meat, grow a lot of meat smoke a lot of meat, grow a lot of meat smoke a lot of meat, grow a lot of meat and you know, brisket Oh, well, short ribs. you know, brisket Oh, well, short ribs. you know, brisket Oh, well, short ribs. I'll start with the short ribs are my I'll start with the short ribs are my I'll start with the short ribs are my favorite really thing period. Like I favorite really thing period. Like I favorite really thing period. Like I love and they were the thing I spent way love and they were the thing I spent way love and they were the thing I spent way too much money on ruined regularly, too much money on ruined regularly, too much money on ruined regularly, especially on the smoker. Like they are especially on the smoker. Like they are especially on the smoker. Like they are definitely they're the best thing or the definitely they're the best thing or the definitely they're the best thing or the worst thing cuz they're so expensive. worst thing cuz they're so expensive. worst thing cuz they're so expensive. » Yeah. » Yeah. » Yeah. » Um but I made Korean short ribs for the » Um but I made Korean short ribs for the » Um but I made Korean short ribs for the first time and my buddy Matt, they first time and my buddy Matt, they first time and my buddy Matt, they prepped them for me and they cut prepped them for me and they cut prepped them for me and they cut them down for me right out of the right them down for me right out of the right them down for me right out of the right out of the uh butcher room. out of the uh butcher room. out of the uh butcher room. » Oh yeah. » Oh yeah. » Oh yeah. » And » And » And I overcooked them a a bit, but I I overcooked them a a bit, but I I overcooked them a a bit, but I marinated them all night. marinated them all night. marinated them all night. But it's wild to me how different even But it's wild to me how different even But it's wild to me how different even from a place that's got it just meat from a place that's got it just meat from a place that's got it just meat changes a lot. Like you can you're just changes a lot. Like you can you're just changes a lot. Like you can you're just like I would say like you never know. like I would say like you never know. like I would say like you never know. This this cow might have been on This this cow might have been on This this cow might have been on steroids, you know, this one was you steroids, you know, this one was you steroids, you know, this one was you know, had a bad day [clears throat] or know, had a bad day [clears throat] or know, had a bad day [clears throat] or this one was overweight. Like it's just this one was overweight. Like it's just this one was overweight. Like it's just wild how different every cut is and how wild how different every cut is and how wild how different every cut is and how different they'll cook even. Like I I'll different they'll cook even. Like I I'll different they'll cook even. Like I I'll have I'll buy a from the same place, have I'll buy a from the same place, have I'll buy a from the same place, cook it in the same way, and it takes 2 cook it in the same way, and it takes 2 cook it in the same way, and it takes 2 hours longer to get it to where I want hours longer to get it to where I want hours longer to get it to where I want it Yeah. and how I want it. Um it Yeah. and how I want it. Um it Yeah. and how I want it. Um So, So, So, that's one thing that we ran into is we that's one thing that we ran into is we that's one thing that we ran into is we noticed that the majority of places noticed that the majority of places noticed that the majority of places source from multiple farms source from multiple farms source from multiple farms » Yeah. » Yeah. » Yeah. » and then put their name on it. » and then put their name on it. » and then put their name on it. » Oh, yeah. Oh, yeah. » Oh, yeah. Oh, yeah. » Oh, yeah. Oh, yeah. » So, when you walk into our store, » So, when you walk into our store, » So, when you walk into our store, the farm that it came from is on the farm that it came from is on the farm that it came from is on the package. package. package. » Oh, that's cool. » Oh, that's cool. » Oh, that's cool. » Which is really dangerous. » Which is really dangerous. » Which is really dangerous. » Interesting. » Interesting. » Interesting. » Because there's a There have been » Because there's a There have been » Because there's a There have been a few farms that I had to get rid of a few farms that I had to get rid of a few farms that I had to get rid of because they would cut us out of the because they would cut us out of the because they would cut us out of the deal. deal. deal. And I'm like, "Hey, And I'm like, "Hey, And I'm like, "Hey, » Oh, cuz you're marketing them. » Oh, cuz you're marketing them. » Oh, cuz you're marketing them. » Yeah. Like these people didn't know you » Yeah. Like these people didn't know you » Yeah. Like these people didn't know you existed until I did x amount of existed until I did x amount of existed until I did x amount of marketing and did a free taste test and marketing and did a free taste test and marketing and did a free taste test and » Interesting. » Interesting. » Interesting. » called you and sold you the brisket » called you and sold you the brisket » called you and sold you the brisket instead of buying it from me or you instead of buying it from me or you instead of buying it from me or you know, buying it from you. So, know, buying it from you. So, know, buying it from you. So, um but um but um but » Interesting. » Interesting. » Interesting. » the farms that we're working with now » the farms that we're working with now » the farms that we're working with now are all like we had to go through that are all like we had to go through that are all like we had to go through that trial and error of finding farms that trial and error of finding farms that trial and error of finding farms that are No, we don't want to sell to people. We No, we don't want to sell to people. We No, we don't want to sell to people. We want to sell to you and we want to, you want to sell to you and we want to, you want to sell to you and we want to, you know, we want to see the big picture. know, we want to see the big picture. know, we want to see the big picture. » Yeah. » Yeah. » Yeah. » But I I completely agree with you. » But I I completely agree with you. » But I I completely agree with you. Every single farm has different Every single farm has different Every single farm has different genetics, genetics, genetics, » Okay. » Okay. » Okay. » different feed program, and a different » different feed program, and a different » different feed program, and a different way of raising their cow. way of raising their cow. way of raising their cow. » Yeah. » Yeah. » Yeah. » And that is what makes the difference in » And that is what makes the difference in » And that is what makes the difference in the flavor. So, if you came in, and this the flavor. So, if you came in, and this the flavor. So, if you came in, and this is the part that was frustrating for me is the part that was frustrating for me is the part that was frustrating for me is I would go to a store and you would is I would go to a store and you would is I would go to a store and you would buy four ribeyes buy four ribeyes buy four ribeyes » Mhm. » Mhm. » Mhm. » and you might have experiences. » and you might have experiences. » and you might have experiences. » Yeah. Oh, yeah. » Yeah. Oh, yeah. » Yeah. Oh, yeah. » And you come to our store and then you » And you come to our store and then you » And you come to our store and then you can buy a wheat state wagyu ribeye. You can buy a wheat state wagyu ribeye. You can buy a wheat state wagyu ribeye. You can buy a Douglas ribeye. You can buy can buy a Douglas ribeye. You can buy can buy a Douglas ribeye. You can buy Astra. Astra. Astra. » And it's almost it's almost » And it's almost it's almost » And it's almost it's almost identical. Now, of course, it is a identical. Now, of course, it is a identical. Now, of course, it is a living thing. thing. thing. » Yeah. » Yeah. » Yeah. » So, there's going to be variables. » So, there's going to be variables. » So, there's going to be variables. » Sure. » Sure. » Sure. » But the majority of what you're You're » But the majority of what you're You're » But the majority of what you're You're going to see a lot of consistency in going to see a lot of consistency in going to see a lot of consistency in what you buy what you buy what you buy » from the a » from the a » from the a » Yeah. » Yeah. » Yeah. » 100%. » 100%. » 100%. » So, do you have people like Is there » So, do you have people like Is there » So, do you have people like Is there people coming in? They kind of just buy people coming in? They kind of just buy people coming in? They kind of just buy from that farm? from that farm? from that farm? » 100%. » 100%. » 100%. » Wow. » Wow. » Wow. » We have people that get really loyal to » We have people that get really loyal to » We have people that get really loyal to one farm. one farm. one farm. » American I mean, our generation all we » American I mean, our generation all we » American I mean, our generation all we know is ribeye is a ribeye, and it's know is ribeye is a ribeye, and it's know is ribeye is a ribeye, and it's prime, select, choice, whatever. That's prime, select, choice, whatever. That's prime, select, choice, whatever. That's it. That's all we know is like the it. That's all we know is like the it. That's all we know is like the grades. grades. grades. » Yeah. » Yeah. » Yeah. » But to think about but cuz everything » But to think about but cuz everything » But to think about but cuz everything you have is prime, I'm assuming. you have is prime, I'm assuming. you have is prime, I'm assuming. » Uh yeah, well, yeah. » Uh yeah, well, yeah. » Uh yeah, well, yeah. » Right. It's all prime. » Right. It's all prime. » Right. It's all prime. » below it. I mean, yeah, we're we're » below it. I mean, yeah, we're we're » below it. I mean, yeah, we're we're done. done. done. » Uh how much » Uh how much » Uh how much » prime » prime » prime » more expensive? Uh let's say uh » more expensive? Uh let's say uh » more expensive? Uh let's say uh Let's say a bri- a whole brisket. I'm Let's say a bri- a whole brisket. I'm Let's say a bri- a whole brisket. I'm sure you have briskets, or do you do sure you have briskets, or do you do sure you have briskets, or do you do points and flats, or also the wholes? points and flats, or also the wholes? points and flats, or also the wholes? » both. » both. » both. » Yeah. » Yeah. » Yeah. » And we can cut it if you need it. » And we can cut it if you need it. » And we can cut it if you need it. » Like a brisket, like what? » Like a brisket, like what? » Like a brisket, like what? » $15 a pound is is roughly what you're » $15 a pound is is roughly what you're » $15 a pound is is roughly what you're going to run into, yeah, all the way up going to run into, yeah, all the way up going to run into, yeah, all the way up to to to $30, $40 a pound. $30, $40 a pound. $30, $40 a pound. » On like a ribeye or » On like a ribeye or » On like a ribeye or » Oh, on brisket. » Oh, on brisket. » Oh, on brisket. » Just on a brisket. » Just on a brisket. » Just on a brisket. » Yeah, got you. Yeah. » Yeah, got you. Yeah. » Yeah, got you. Yeah. » So, he he » So, he he » So, he he What I've noticed is that like What I've noticed is that like What I've noticed is that like a food blogger actually just hit me up a food blogger actually just hit me up a food blogger actually just hit me up the other day, and he's like, "Bro, your the other day, and he's like, "Bro, your the other day, and he's like, "Bro, your prices are about the same as what we're prices are about the same as what we're prices are about the same as what we're seeing in the market right now. Like the seeing in the market right now. Like the seeing in the market right now. Like the beef prices are pretty high." beef prices are pretty high." beef prices are pretty high." » Oh, yeah. » Oh, yeah. » Oh, yeah. » And so, it's like, "Well, why not get » And so, it's like, "Well, why not get » And so, it's like, "Well, why not get double the double better for the same double the double better for the same double the double better for the same price?" Now, there are other things like price?" Now, there are other things like price?" Now, there are other things like um um um we have a farm uh called Douglas. we have a farm uh called Douglas. we have a farm uh called Douglas. Um they're out of Missouri. They only do Um they're out of Missouri. They only do Um they're out of Missouri. They only do four steers a year. four steers a year. four steers a year. » Hm. » Hm. » Hm. » Um they have won the Auburn University » Um they have won the Auburn University » Um they have won the Auburn University Triple Crown Best Steak in the Country Triple Crown Best Steak in the Country Triple Crown Best Steak in the Country two years running. two years running. two years running. They are They are They are um um um they follow Japanese they follow Japanese they follow Japanese methods to the T. methods to the T. methods to the T. And they do things that no other farm And they do things that no other farm And they do things that no other farm does. Like, the cows barely ever go does. Like, the cows barely ever go does. Like, the cows barely ever go outside. outside. outside. » Huh. » Huh. » Huh. » They they get hand bathed every single » They they get hand bathed every single » They they get hand bathed every single day. day. day. Like, yeah, they get like Like, yeah, they get like Like, yeah, they get like » Massages? » Massages? » Massages? » Like, well, yeah. » Like, well, yeah. » Like, well, yeah. Sure. Sure. Sure. The point is is like The point is is like The point is is like if you walked into that barn if you walked into that barn if you walked into that barn » Yeah. » Yeah. » Yeah. » the cow's going to rub his head up » the cow's going to rub his head up » the cow's going to rub his head up against you, and they against you, and they against you, and they » Yeah, they're very Yeah, I've I've » Yeah, they're very Yeah, I've I've » Yeah, they're very Yeah, I've I've » heard about that. » heard about that. » heard about that. » they're cats, you know? Like they » they're cats, you know? Like they » they're cats, you know? Like they're just the most And and so they're just the most And and so they're just the most And and so in order to create the best of the best, in order to create the best of the best, in order to create the best of the best, you have to create the most stress-free you have to create the most stress-free you have to create the most stress-free welfare. And and that farm also welfare. And and that farm also welfare. And and that farm also feeds a very specific feeds a very specific feeds a very specific feed ration from almost the day they're born. from almost the day they're born. from almost the day they're born. And they almost go all the way to like And they almost go all the way to like And they almost go all the way to like 30 to 32 months. Sometimes beyond that. 30 to 32 months. Sometimes beyond that. 30 to 32 months. Sometimes beyond that. And that's really how you get to that And that's really how you get to that And that's really how you get to that level. Now, we also import stuff in from level. Now, we also import stuff in from level. Now, we also import stuff in from Japan. Japan. Japan. » Wow. » Wow. » Wow. » And so that stuff's like » And so that stuff's like » And so that stuff's like I mean, we have we have a we have olive I mean, we have we have a we have olive I mean, we have we have a we have olive Wagyu. Wagyu. Wagyu. » where you get up to like that $30, a » where you get up to like that $30, a » where you get up to like that $30, a pound? pound? pound? » Oh, no, like $257 a pound. » Oh, no, like $257 a pound. » Oh, no, like $257 a pound. » Whoa. » Whoa. » Whoa. » Yeah, like we have we have some we have » Yeah, like we have we have some we have » Yeah, like we have we have some we have some stuff that's like insane. some stuff that's like insane. some stuff that's like insane. » Dude. » Dude. » Dude. » could never afford other than the fact » could never afford other than the fact » could never afford other than the fact I'm like, I'm like, I'm like, » Hey. » Hey. » Hey. » » » » It's here. » It's here. » It's here. » marketing video. » marketing video. » marketing video. » That's awesome. » That's awesome. » That's awesome. » Oh, we forgot thermal camera. » Oh, we forgot thermal camera. » Oh, we forgot thermal camera. » you were importing also Japanese Wagyu. » you were importing also Japanese Wagyu. » you were importing also Japanese Wagyu. » Yeah. And and the price varies all » Yeah. And and the price varies all » Yeah. And and the price varies all over. Sure. But our main focus, like over. Sure. But our main focus, like over. Sure. But our main focus, like we have a new farm that we're bringing we have a new farm that we're bringing we have a new farm that we're bringing in in in that is almost identical is almost identical is almost identical competitive-wise pricing to what you're competitive-wise pricing to what you're competitive-wise pricing to what you're going to see in any other store. going to see in any other store. going to see in any other store. So our goal is not necessarily just to So our goal is not necessarily just to So our goal is not necessarily just to have the most rare stuff, although we have the most rare stuff, although we have the most rare stuff, although we want that. want that. want that. » Sure. » Sure. » Sure. » We want to be able to have all ranges. » We want to be able to have all ranges. » We want to be able to have all ranges. We just don't want to lose the quality We just don't want to lose the quality We just don't want to lose the quality that got that opened us. that got that opened us. that got that opened us. And so, you know, you could you could go And so, you know, you could you could go And so, you know, you could you could go in and buy a $37 filet in and buy a $37 filet in and buy a $37 filet » Mhm. » Mhm. » Mhm. » right next to a $250 filet. » right next to a $250 filet. » right next to a $250 filet. And they will be uniquely different from And they will be uniquely different from And they will be uniquely different from each other, but both of them are going each other, but both of them are going each other, but both of them are going to be significantly better than anything to be significantly better than anything to be significantly better than anything that you're used to. that you're used to. that you're used to. » Jeez. » Jeez. » Jeez. » The biggest complaint we get at the » The biggest complaint we get at the » The biggest complaint we get at the store right now is that we've ruined store right now is that we've ruined store right now is that we've ruined meat for them. Like people come in and meat for them. Like people come in and meat for them. Like people come in and go, "Well, go, "Well, go, "Well, » Now they're broke. » Now they're broke. » Now they're broke. » I can't eat anywhere else, you know, » I can't eat anywhere else, you know, » I can't eat anywhere else, you know, like this is but it also here's the like this is but it also here's the like this is but it also here's the other thing. other thing. other thing. Um when you're doing a commercialized Um when you're doing a commercialized Um when you're doing a commercialized farming um there's a lot of cuts that farming um there's a lot of cuts that farming um there's a lot of cuts that just get turned into ground just get turned into ground just get turned into ground » Mhm. » Mhm. » Mhm. » because they're not » because they're not » because they're not they're not good at 16 to 18 months or they're not good at 16 to 18 months or they're not good at 16 to 18 months or whatever. And again, whoever's watching whatever. And again, whoever's watching whatever. And again, whoever's watching this, I'm not a farmer, so I don't I this, I'm not a farmer, so I don't I this, I'm not a farmer, so I don't I don't know this. I'm just I'm a don't know this. I'm just I'm a don't know this. I'm just I'm a » You're relaying some » You're relaying some » You're relaying some » I'm I'm looking at What was the word » I'm I'm looking at What was the word » I'm I'm looking at What was the word that you said earlier? that you said earlier? that you said earlier? » foyers » foyers » foyers » I'm I'm foyering » I'm I'm foyering » I'm I'm foyering » No, we're done using that word. » No, we're done using that word. » No, we're done using that word. » Um » Um » Um but um but um but um we have like Denver steaks and picanhas we have like Denver steaks and picanhas we have like Denver steaks and picanhas and tri-tips and bavette steaks that and tri-tips and bavette steaks that and tri-tips and bavette steaks that like I would put some of our sirloins up like I would put some of our sirloins up like I would put some of our sirloins up against any ribeye in Wichita. So, you against any ribeye in Wichita. So, you against any ribeye in Wichita. So, you don't like the ribeye, KC strip, filet don't like the ribeye, KC strip, filet don't like the ribeye, KC strip, filet is really because that's just what is really because that's just what is really because that's just what is good in the commercial world and is good in the commercial world and is good in the commercial world and that's what we get used to. that's what we get used to. that's what we get used to. » Yeah. » Yeah. » Yeah. » But then whenever you get into like » But then whenever you get into like » But then whenever you get into like artisan level you can have much cheaper artisan level you can have much cheaper artisan level you can have much cheaper cuts that outperform anything cuts that outperform anything cuts that outperform anything » That's the word you just nailed. I've » That's the word you just nailed. I've » That's the word you just nailed. I've I've I I think of those shops and it's I've I I think of those shops and it's I've I I think of those shops and it's artisan meats is that's a that's a great artisan meats is that's a that's a great artisan meats is that's a that's a great way to define what that is. Um and way to define what that is. Um and way to define what that is. Um and especially people that are like especially people that are like especially people that are like hobbyists that love grilling like hobbyists that love grilling like hobbyists that love grilling like that especially love cooking at home and that especially love cooking at home and that especially love cooking at home and love high quality cuz I would much love high quality cuz I would much love high quality cuz I would much prefer buying um prefer buying um prefer buying um the best ribeye that exists and cooking the best ribeye that exists and cooking the best ribeye that exists and cooking it myself not buying the best ribeye it myself not buying the best ribeye it myself not buying the best ribeye that exists from a restaurant and eating that exists from a restaurant and eating that exists from a restaurant and eating it there. it there. it there. » Yeah. » Yeah. » Yeah. » Um cuz I got my process like I reverse » Um cuz I got my process like I reverse » Um cuz I got my process like I reverse sear and I take it from my smoker to my sear and I take it from my smoker to my sear and I take it from my smoker to my infrared like I've got a system now and infrared like I've got a system now and infrared like I've got a system now and I can't eat a ribeye like whenever I eat I can't eat a ribeye like whenever I eat I can't eat a ribeye like whenever I eat a ribeye I'm just kind of thinking I a ribeye I'm just kind of thinking I a ribeye I'm just kind of thinking I would have done this a little different would have done this a little different would have done this a little different like so those I think there's you know, it's so those I think there's you know, it's so those I think there's you know, it's not a huge percentage of people that are not a huge percentage of people that are not a huge percentage of people that are that way, but there's definitely a I that way, but there's definitely a I that way, but there's definitely a I have groups and there's some pretty big have groups and there's some pretty big have groups and there's some pretty big Facebook groups all over the country Facebook groups all over the country Facebook groups all over the country that's what they do. They post that's what they do. They post that's what they do. They post their findings and how they made it on their findings and how they made it on their findings and how they made it on Facebook in groups of like hundreds of Facebook in groups of like hundreds of Facebook in groups of like hundreds of thousands of people. thousands of people. thousands of people. » 100% » 100% » 100% » Yeah. » Yeah. » Yeah. » Yeah, and besides that, you're » Yeah, and besides that, you're » Yeah, and besides that, you're you know, in in the majority of the you know, in in the majority of the you know, in in the majority of the restaurants you're going to go into, restaurants you're going to go into, restaurants you're going to go into, they're not going to have the highest they're not going to have the highest they're not going to have the highest quality. quality. quality. » Oh, no. » Oh, no. » Oh, no. » I mean, it's all bought, you know, the » I mean, it's all bought, you know, the » I mean, it's all bought, you know, the cheap Now cheap Now cheap Now » Now, they do on the commercial space, I » Now, they do on the commercial space, I » Now, they do on the commercial space, I always hear they get the first choice of always hear they get the first choice of always hear they get the first choice of prime on those nice ones. That's the prime on those nice ones. That's the prime on those nice ones. That's the That's what everyone That's a That's what everyone That's a That's what everyone That's a conspiracy. conspiracy. conspiracy. » Yeah, right. » Yeah, right. » Yeah, right. » We don't get real prime in grocery » We don't get real prime in grocery » We don't get real prime in grocery stores. stores. stores. » I I will tell you this, if you go to a » I I will tell you this, if you go to a » I I will tell you this, if you go to a restaurant, restaurant, restaurant, just look at the back, like whatever just look at the back, like whatever just look at the back, like whatever truck is backed in. truck is backed in. truck is backed in. » Oh. » Oh. » Oh. » There you go. » There you go. » There you go. » There's about two or three of the same » There's about two or three of the same » There's about two or three of the same trucks. trucks. trucks. » Yeah. » Yeah. » Yeah. » So, it's like you almost start to » So, it's like you almost start to » So, it's like you almost start to become like oh, whoever can cook become like oh, whoever can cook become like oh, whoever can cook a Cisco steak the best. a Cisco steak the best. a Cisco steak the best. » Have you done any deals with restaurants » Have you done any deals with restaurants » Have you done any deals with restaurants or helped broker anything? or helped broker anything? or helped broker anything? » Absolutely. » Absolutely. » Absolutely. Yeah, we're we're in Yeah, we're we're in Yeah, we're we're in 10 or 11 restaurants right now. 10 or 11 restaurants right now. 10 or 11 restaurants right now. » Nice. » Nice. » Nice. » And there is » And there is » And there is we're we're living in a day and age of we're we're living in a day and age of we're we're living in a day and age of education. education. education. » Mhm. » Mhm. » Mhm. » Thanks to socials. » Thanks to socials. » Thanks to socials. » Yeah. » Yeah. » Yeah. » And um » And um » And um and so, these restaurants and so, these restaurants and so, these restaurants sometimes feel captive sometimes feel captive sometimes feel captive to a price point, to a price point, to a price point, but we're starting to get more informed but we're starting to get more informed but we're starting to get more informed purchasers. So, someone like you that purchasers. So, someone like you that purchasers. So, someone like you that says, "I'm tired of cooking. I want to says, "I'm tired of cooking. I want to says, "I'm tired of cooking. I want to go to a restaurant." Like you could go go to a restaurant." Like you could go go to a restaurant." Like you could go to a place called the Belmont in Wichita to a place called the Belmont in Wichita to a place called the Belmont in Wichita » Mhm. » Mhm. » Mhm. » and have some of the best meat you'll » and have some of the best meat you'll » and have some of the best meat you'll ever have. ever have. ever have. » Yeah. » Yeah. » Yeah. » Um because they've figured it out, you » Um because they've figured it out, you » Um because they've figured it out, you know, success. And there's there's a know, success. And there's there's a know, success. And there's there's a bunch of There's a bunch of restaurants bunch of There's a bunch of restaurants bunch of There's a bunch of restaurants that are like, "Okay, how do we do that are like, "Okay, how do we do that are like, "Okay, how do we do this?" this?" this?" » Yeah. » Yeah. » Yeah. » And you still like and that's where we » And you still like and that's where we » And you still like and that's where we go to work. We're like go to work. We're like go to work. We're like » That's awesome. » That's awesome. » That's awesome. » "Okay, I can't sacrifice our quality » "Okay, I can't sacrifice our quality » "Okay, I can't sacrifice our quality to get you something just to get the to get you something just to get the to get you something just to get the dollar because then, you know, you're dollar because then, you know, you're dollar because then, you know, you're just part of the system." So, yeah, just part of the system." So, yeah, just part of the system." So, yeah, there's there's there's a way to do it. there's there's there's a way to do it. there's there's there's a way to do it. It's a lot easier just to get onto a It's a lot easier just to get onto a It's a lot easier just to get onto a website and do your orders. website and do your orders. website and do your orders. » Right. » Right. » Right. » And they just » And they just » And they just » Oh, yeah. » Oh, yeah. » Oh, yeah. » ship you whatever and, you know, » ship you whatever and, you know, » ship you whatever and, you know, » Is that in your future, you think? » Is that in your future, you think? » Is that in your future, you think? » No. » No. » No. » Okay. » Okay. » Okay. » No. Absolutely not. » No. Absolutely not. » No. Absolutely not. » Yeah. » Yeah. » Yeah. » Yeah, we are In fact, one of our one of » Yeah, we are In fact, one of our one of » Yeah, we are In fact, one of our one of our competition our competition our competition um um um is kind of focused on going is kind of focused on going is kind of focused on going commercialized and I'm like commercialized and I'm like commercialized and I'm like Dude, I want to go analog. I want to go Dude, I want to go analog. I want to go Dude, I want to go analog. I want to go the opposite. I'm like We actually we the opposite. I'm like We actually we the opposite. I'm like We actually we had our website up where you could had our website up where you could had our website up where you could purchase off of our website. We got rid purchase off of our website. We got rid purchase off of our website. We got rid of all of that. It's like, "No, call of all of that. It's like, "No, call of all of that. It's like, "No, call me." me." me." » Mhm. » Mhm. » Mhm. » We're going to we're going to go like » We're going to we're going to go like » We're going to we're going to go like really niche. really niche. really niche. » Old school butcher shop. » Old school butcher shop. » Old school butcher shop. » I mean » I mean » I mean » 100%. » 100%. » 100%. » Yeah. » Yeah. » Yeah. » Yeah. » Yeah. » Yeah. » 100%. We're out of time. I wish we had » 100%. We're out of time. I wish we had » 100%. We're out of time. I wish we had more time. more time. more time. This was fun. I need to have you back on This was fun. I need to have you back on This was fun. I need to have you back on uh one my first year of doing this uh one my first year of doing this uh one my first year of doing this having a lot of different people and having a lot of different people and having a lot of different people and then my goal for second year is bringing then my goal for second year is bringing then my goal for second year is bringing out some people with some hyper-focused out some people with some hyper-focused out some people with some hyper-focused skill sets to like break down some skill sets to like break down some skill sets to like break down some topics. So, I already have like five topics. So, I already have like five topics. So, I already have like five ideas of topics that we can break down ideas of topics that we can break down ideas of topics that we can break down with you. So, you're awesome, dude. with you. So, you're awesome, dude. with you. So, you're awesome, dude. Thank you so much for making the drive. Thank you so much for making the drive. Thank you so much for making the drive. » Dude, appreciate you. » Dude, appreciate you. » Dude, appreciate you. » We'll go right here. » We'll go right here. » We'll go right here. » We need a better handshake mic set up, » We need a better handshake mic set up, » We need a better handshake mic set up, Tyler. Figure that out. ---