In my business everything is about SPEED. We have to figure out the fastest way to grow to the revenue because we need to sell. In order to scale, make sure that you are reinvesting into your company. Marketing drives growth. Make sure you don’t skimp on the marketing efforts and dollars. Make outside marketing companies WORK for their money so they only get paid off results not off of promises.
As you scale, everything is negotiable so never pay list price for anything. There is always something out there that is similar and cheaper with hungrier owners who WANT your business. Don’t set your company operations up like IBM when you’re NOT FUCKING IBM. You scale when you have money and put in money only when you prove your model.
For example, if you put $10,000 a month into magazine ads and $10,000 into email campaigns and your return is better in magazine ads, pull money from email budget and put into magazine ads. Go with what works not what the world tells you is going to work. People tend to think “Oh I have to have everything on social media and do SEO and drive traffic to my website.” This is true but not for everything.
For instance, you are not likely to get a major hospital system as a client that found you on Twitter. It sounds good in theory but is very difficult to make happen. Little blue tweeting birds and apps ending with “gram” do not and cannot replace meeting a decision maker and shaking his hand.
Scale in the correct area and you will drive revenue. Putting money into items that are ‘supposed’ to be good might destroy your company and your bank account.
Throughout all of this time I had major ups and major down. People like to see flash and hear success stories but it is not as easy people think. Along the way I had enough success to maintain a good lifestyle the majority of the time. I have owned watches worth more than some people’s cars and cars worth more than some people’s houses. For many people, it is hard to have exposure to that lifestyle and lose it then rebound back. I think many people have struggles during their business that their outside appearance does not reveal.
There was a time when I had to put all my reserves into a piece of equipment and had less than $50,000 in the bank, but simultaneously had a Yellow Lamborghini Murcielago Roadster, Range Rover, BMW 7 Series, and Blue Lamborghini Gallardo and would pay for my dinners with my American Express Black Card. Little did anyone other than my wife know we were on very thin ice and risked everything on the new piece of equipment for the business. Luckily it paid off.
Success for me means being able to live life at your own pace and experience things from a different point of view. Success creates safety, confidence, flexibility and often eliminates fear and worry. It is much easier to have children when you know you can send them to good schools and afford to give them opportunities you may not have had or to not have to worry about a mortgage payment because you don’t have one. These things are derived from money but the impact that they create on your life and your family’s lives cannot be measured by the pure costs of items you purchase; you must look at the opportunities and freedoms that are available in order to truly appreciate what you have done. My purpose for success is to ensure the lifestyle of my family and make sure my children have the ability to do what they want in their life without being enslaved to the system or prisoner to a paycheck.
If my daughter wants to be an artist or pursue a career as a teacher I want her to do those things that she is passionate about and not worry how she will be able to afford a home in a good neighborhood, a safe car, further education or have to be dependent on another person. That is what’s important to me.
More immediately success has allowed for me to provide things that make me feel good and create a layer of safety for my family. For example it is nice to know if you are car shopping for a safe car it doesn’t matter if the car is expensive because you can afford it. It sounds bad to say but if my family is going to get into a car accident I want them in a Range Rover, not a Toyota RAV-4 and success has allowed me to do that. I do know many people shake their heads at that statement but I find it very true, don’t you want the best for your family? Don’t you want to feel good about the fact they are safe? I think we all do…
At the end of the day, just because you end up on the bottom does not mean you need to stay there. Most wealthy people I know have been on both sides of the fence. Put on a suit, feel good about who you are, get into the gym, motivate yourself, start over and get back to the top.
We know your a car guy and a Lamborghini guy at heart. Tell us about your line up and what’s in the works…
I think it is very common and natural that most men develop a love for cars at a young age. Who didn’t want a Lamborghini as a kid? My first Lamborghini was a 2004 Gallardo that I bought for $75k with 30k miles on it. I loved that car and it really meant a lot to me because it was like crossing a goal off my list (even though it was used and old; I still loved it). I have since had quite a few Lamborghini’s and currently I have a Lamborghini Gallardo, a Bentley Continental GT, a Maserati Quatroporte, a Ducati 848, A Range Rover and have a Lamborghini Huracan and New Range Rover arriving before end of the year that are on order.
I love the dealers that I get cars from and have made a lot of good friends from the dealers. Desert European in Palm Desert and Lamborghini of Newport Beach have been amazing to me and I greatly respect the people at each dealer. As I am writing this interview I am currently in Palm Springs for a weekend away with my wife and Desert Euro was nice enough to let me have a Rolls Royce Wraith for the weekend. This is a great example of how they can grow their business too. It costs them nothing to let someone like me have a demo car for a bit but will probably lead to the next few car purchases from them. Great customer service does not go unrecognized and I only hope to keep providing it to my clients in my own businesses for many years to come.
We want to thank Steve for sharing his incredible story. You can learn more about his businesses and follow him at the following places: