Grant Cardone: The Greatest Wealth Transfer of Our Lifetimes Is Upon Us. Act Now, or Be Left Behind! | E205

Grant Cardone: The Greatest Wealth Transfer of Our Lifetimes Is Upon Us. Act Now, or Be Left Behind! | E205

Grant Cardone: The Greatest Wealth Transfer of Our Lifetimes Is Upon Us. Act Now, or Be Left Behind! | E205

Throughout his early life, Grant Cardone faced a lot of loss. At 15 years old, he was introduced to drugs and battled addiction for the next 10 years. Once he recovered, he vowed to become the best version of himself. Today, Grant is a globally-renowned leader in the world of entrepreneurship, sales, and real estate. In this episode, Grant will share his top wealth-generating secrets and business philosophies. He will share how to become recession-proof and create an unbreakable business that thrives no matter the market condition!
Grant Cardone is a sales and marketing expert, entrepreneur, real estate investor, and the author of several books, including his breakout hit The 10X Rule. Grant is the CEO of Cardone Capital and is the author of several best-selling business programs. He was named the #1 marketer by Forbes Magazine and is the founder of The 10X Movement & The 10X Growth Conference, the world’s largest business & entrepreneur conference.
In this episode, Hala and Grant will discuss:
– Grant’s come-up story
– Why becoming a millionaire is “a lazy man’s dream”
– How Grant made his first million dollars
– Why we should store money instead of saving it
– How to become recession-proof
– Grant’s social strategy
– Creating a morning routine
– Being an investor, not a boss
– And other topics…
Grant Cardone is a New York Times bestselling author, international speaker, and businessman. He is considered one of the top sales training and entrepreneurship experts in the world today. Forbes has listed him as one of the top social media business influencers.
Cardone travels the world consulting Fortune 500 companies, small business owners, startups, and governments on business expansion. Grant aims to grow company sales by finding overlooked opportunities and customizing the sales process to be more effective. He has worked with companies like Google, Sprint, Aflac, Toyota, GM, Ford, and thousands more.
Grant is also the founder of The 10X Movement & The 10X Growth Conference, the world’s largest business & entrepreneur conference and he is currently one of the most prominent business influencers on social media. Grant will be hosting a free 5-day immersion program called the “Unbreakable Challenge” on January 24th to educate people about how to recession-proof their businesses.
Grant’s book The 10X Rule: The Only Difference Between Success and Failure:
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[00:00:00] Grant Cardone: My wife asked me that, why are you so hard? I said, dude, it was hard. I grew up in a family where there was a lot of losses. Drug dealer got a hold of me in Lake Charles, Louisiana when I was 15, became a habitual daily drug user. Then at 25, I started pulling myself out of it, and the last 35 years now has been me trying to figure out how to be the best version of myself.

[00:00:22] Not by your standards, but by what I think I'm capable of. We set targets that are so below us so small. The idea to become a millionaire is an adopted concept. It is a lazy man's or woman's dream. If you believe the middle class is the ultimate end goal, the holy grail of life, you're not gonna do anything that I'm talking about.

[00:00:43] The middle class is built on budgets. It is built on adding and subtracting, and wealth is created with division and multiplication. If you use this one principle, you are guaranteed to be rich. I've never.[00:01:00] 

[00:01:00] Hala Taha: What is up young and profiteers. You are listening to YAP, Young and Profiting Podcast where we interview the brightest minds in the world and unpack their wisdom and to actionable advice that you can use in your daily life. I'm your host, Hala Taha. Thanks for tuning in and get ready to listen, learn, and profit.

[00:01:31] Grant, welcome to Young and Profiting Podcast. 

[00:01:35] Grant Cardone: My pleasure so happy to be here with you. I love what you're doing on your podcast and that you guys are top 10, all that. 

[00:01:41] Hala Taha: Thank you so much. So today, young and profiteers. I'm here with Grant Cardone. He's a world renowned sales and marketing expert, entrepreneur, real estate investor, and author of several books, including his breakout hit The 10X Rule.

[00:01:54] He's also the creator of 21 bestselling business programs, and he currently owns and operates seven privately [00:02:00] held companies and a portfolio of over $4 billion in multi-family. He's also the founder of the 10X Movement, the 10X Growth Conference, which is the world's largest business and entrepreneur conference.

[00:02:12] And he's also currently one of the most prominent business influencers on social media. And Grant is gonna be hosting a free five day immersion program called The Unbreakable Challenge on January 24th, which is right around the corner. And I encourage everyone to sign up to learn how to recession-proof their business.

[00:02:27] Go to to learn more. And in this episode we're gonna discuss Grant's come up story. We're gonna pick his brain on things like wealth generation, morning routines, his key life in business philosophies, and lastly, we'll go deep on how to be recession-proof and create an unbreakable business that thrives no matter the market condition.

[00:02:46] He grew up in a small town in Louisiana, and I learned that your father actually passed away when you were just 10 years old, and your oldest brother passed away just a few years later. So you were raised by a single mother. I could imagine that wasn't the [00:03:00] easiest time. And after doing my research, it became really clear to me that you're a self-made man.

[00:03:05] And honestly, that made me respect you like 10x more. And so I'd love to learn about that time in your life, your childhood, your teenage years, how did you grow up and what were some of the biggest life lessons that you learned? 

[00:03:17] Grant Cardone: Yeah. So again, thank you so much for having me and yeah, my life.

[00:03:21] People ask me, my wife asked me, why are you so hard? I said, dude, it was. I grew up in a family where there was a lot of losses over a very short period of time, and then I started making bad decisions out of those losses as I carried them around with me. From the age of 15 to 25 my life, I went from having a middle class life with a lot of love and a great family.

[00:03:46] My parents did everything by the book, and they did it right and they didn't make any mistakes. I. Started making very poor choices cuz I didn't have the right people in my life. I was a bit of an outcast, black sheep [00:04:00] rebel. Didn't fit in kind of guy, didn't like school. I liked all the hot chicks in high school but I wasn't on the football team, so the football players didn't like me, so they beat me up all the time.

[00:04:10] I was literally in a fight once or twice a week and that's created this kind of shell on Grant. And then a drug dealer got a hold of me in Lake Charles, Louisiana when I was 15, introduced me to drugs that would take me down the rabbit hole for 10 years. Became a habitual daily drug user. Didn't want to be, by the way.

[00:04:32] Nobody starts thinking, okay, I'm gonna become a drug addict. I made a lot of poor choices and then at 25 I started pulling myself out of it and turning my life around in the last 35 years now has been me trying to figure out how to be the best version of myself. Most of the time having no idea how to do that.

[00:04:50] A lot of stumbling. The self-made thing, I'm not made by myself, but I'm certainly, I didn't have any debt, didn't have any connections. I didn't have [00:05:00] banks to help me, is what I mean with the debt. I didn't have credit cards. I was in debt. Failed at seven jobs. A lot of people don't. They see me today and they're like, bro, you got it made.

[00:05:09] I'm, I've been fortunate enough to be on stages with some of the most successful people on the planet. Pres, including presidents and super celebrities and really wealthy people. And, all that is me grinding up the food chain. The one thing, I think, the one thing that has saved me along the way is this divine discontent.

[00:05:29] Never happy, never satisfied. Always wanting to do better. This personal honesty. Not cash register honesty. I'm talking about this personal honesty that I have about myself and about what I'm capable of doing. Not by your standards, but by what I think I'm capable of. 

[00:05:49] Hala Taha: And so when you were growing up, you, like I mentioned, you had a single mother.

[00:05:53] What was your mindset about money? Because now you know one of your life's purposes is to help other people [00:06:00] create wealth, and that's what you do. You're helping millions of people do that. So curious to understand, what was your mindset in terms of money when you were growing up, and how did that shift over time?

[00:06:09] Grant Cardone: Look, we were, I was brought up in the middle class, like I referenced earlier, and my mom was really proud of that. My dad died when I was 10. My mom was extremely proud that they had made it into the middle class because they came from poverty. I, on the other hand, viewed as a 10 year old, 11 years old, 12 years old, 13.

[00:06:26] I'm collecting data all this time, halla, I'm collecting data about how life. We had a roof over our head. We had food, we had the things that everybody should be grateful of that we should never take for granted. But also with that, my mom was scared constantly. I watched my mother terrified every day, and by the time I was 15, I'm like, if this is the middle class, if this is a good thing, I don't want it cuz it doesn't feel good to me.

[00:06:53] So I told my mom when I was 15 in a moment of rebellious outrage. Like a 15 year old [00:07:00] that's angry and doesn't have his dad or his older brother anymore. I'm like, I'm gonna get rich one day. I had no clue by the way, how I was gonna do this. , I'm gonna be rich. One day I told my mom, I'm gonna be rich one day, and when I am, I'm gonna help a lot of people.

[00:07:14] And that was really born out of this pain, of this frustration of not having a dad and then hoping my uncles or somebody was gonna step in and guide. and they didn't, they had their own lives and hands full and their own families. And be careful what you asked for, right? Because I'm like, one day I'm gonna help a bunch of people and today I'm actually helping a lot of people.

[00:07:35] Hala Taha: Yeah. 

[00:07:36] Grant Cardone: It is the thing that kind of drives me today that thing that I came from and didn't have that void, that vacancy, that emptiness is my purpose today. 

[00:07:45] Hala Taha: I love that. Super inspiring. So let's talk about the middle class. You brought it up and I heard on one of your videos that you were saying, a lot of people think about being a millionaire.

[00:07:54] The American dream is oh, I'm gonna be a millionaire, but a million dollars doesn't really cut it anymore [00:08:00] in 2023. Can you talk to us about what kind of goals we should set out for ourselves in terms of really becoming successful and being able to live a quality life in today's age? 

[00:08:10] Grant Cardone: Look if your idea is to be a million.

[00:08:13] I've been through all these. I've gone from nothing to I, I remember having my first million, 5 million, 10 million, a hundred million, 400 million, 800 million, billion. I told you before this, I closed up over 1,000,000,004 of browsers today deals I'm working. When I was 15 and 20 years old and 25. I never dreamed.

[00:08:34] I never dreamed it was possible, and that is where the problem starts. We set targets, and I'm gonna say this to everybody that's watching you right now. We set targets that are so below us. So small. The idea to become a millionaire is an adopted concept. It is a lazy man's or woman's dream. I'm gonna be a millionaire.

[00:08:54] That's somebody else's idea you haven't even thought it through yet. A million dollars is no money. Literally. I [00:09:00] know you'll pro, I'll get a bunch of hate on. I just did a video. I don't know if you saw it about if you make 400 grand a year, I don't know how you feel good about yourself as a husband and a father.

[00:09:08] Freaking internet went crazy. Everybody went crazy. What's wrong with him? What about the military and the policemen and the firemen and the single mom and the waiter and the waitress? I'm like, what about him? There's no money left over. Okay, if you do the math on money. This is why I tell people never get advice from a millionaire, because when you go from nothing to a million, the first thing you do is you go into conservation.

[00:09:28] The millionaire becomes a scared. If you read the book like I did The Millionaire Next Door when I finished reading that book, it was a super, super successful book and it suggested that it to become a millionaire, you need to not brew your own coffee, don't go to Starbucks, and you need to buy used truck.

[00:09:46] When I got finished reading that book, I'm like, I am not going to be a millionaire. I know this. When you study the most successful people on this planet, they're not talking about where they brew their coffee at home, what they do, whatever they want to do. They're probably coffee [00:10:00] expresso on their plane, by the way, and they're definitely not buying used trucks, okay?

[00:10:04] They're buying whatever the hell they want because spending is not the problem. It is for the middle class. And the reason spending for the middle class is the problem is because they're, they've taken their attention off of income. And put it onto a budget. And a budget is a defense defense theory position.

[00:10:22] It does not put points on the board. You cannot save your way to wealth. You cannot save your way to freedom. You cannot save your business. You cannot save your brand. The only way to save anything true prosperity and affluence come from expansion and risk taking, not from saving. The middle class is built on budgets.

[00:10:41] It is built on adding and subtracting and wealth is created with division and multiplication. 

[00:10:46] Hala Taha: I love what you're saying. You're basically saying don't worry so much about saving, worry about creating wealth and income generation, get more income in. Don't necessarily just penny pinch and think that's gonna make you a [00:11:00] millionaire.

[00:11:00] Yeah. Cash flow king. I love it. 

[00:11:02] Grant Cardone: So look like most people, we go to school, which the whole college thing is just another middle class. You're giving up your most valuable thing time and trading it for debt. Another terrible thing for you, if you just looked at it from a business, the ROI on college is awful unless you're gonna be a doctor, a lawyer, or a politician, and become president of the United States.

[00:11:23] The return on college is pretty dismal. We're not taught expansion. We're taught contraction. Saving money is a contraction concept. No one ever went broke because they didn't save enough. No one ever went broke, by the way, because they spent too much. People go broke because their income stops.

[00:11:42] If you're earning more income, then you're spending, then you're always gonna be fine, particularly if it's passive income, not earned income. School is to teaching us how to get a job and how to get some money, but they never teach us what to do with the money and how to get money to multiply. So the ultimate goal of wealthy people for all your listeners, the ultimate [00:12:00] goal of wealthy people is not to have income at all.

[00:12:02] It is to have passive income that is not earned. But it comes from investments. Cash flow, not cash is more valuable than cash because cash goes down in value and as it goes to zero and it will, you wanna replace that with assets that go up in value and that spit off little bits of cash so that you live off the cash flow and never touch the capital or the asset.

[00:12:28] Hala Taha: So while we're talking on this topic, I'm just gonna ask you a couple questions about saving. Something that I learned that was really interesting is that you call saving storing money, and I thought that was a really interesting way of phrasing it. Can you explain why? 

[00:12:43] Grant Cardone: Yeah. So my mom saved money her whole life until she passed.

[00:12:48] She was still saving money the day she died and money is useless until it is used. A billionaire taught me this. He said G rant, your money's worth nothing until it is put to use. [00:13:00] And the people that create tremendous wealth are taking pieces of paper, garbage pieces of fiat paper that only have as much value as the people have confidence in.

[00:13:09] And they're basically taking that paper and converting it to something else that is more valuable than the paper. So I was 31 years old. I had been storing money. Not saving it. I was storing it so that one day I could make an investment in something where it would multiply itself, where it would have babies.

[00:13:29] I wanted my Ben Franklin to have little Ben Benjamins . I kept storing money until I was certain about an investment and I made my first investment. My first real investment was $350,000. I bought a 2 million piece of real estate with it. That piece of real estate. Earned me $5 million of profit in three years.

[00:13:51] That was more money than I had made in the previous 20 years. In any business, any earned income, any job that I've ever worked at. One investment [00:14:00] paid me more money in a shorter period of time than I had earned in 20 previous years of earned income. And it was a non-taxable event, by the way. It made me a multimillionaire, but it came with no tax consequence, which was like I just stumbled across this.

[00:14:15] I didn't know that was gonna happen, but it was because of the class of investments I was in. So basically what I was doing was trading time for money at my two jobs. I had two jobs at the time. I'm 28, 29, 30 years old, storing all this money up like a squirrel, like going out, getting nuts for the wintertime, knowing that one day I'm gonna use these nuts for something else.

[00:14:35] And I was studying real estate on the weekends and that was a side hustle for me. There's this thing I do where I never trade paper for. I never trade paper for another piece of paper. Stock certificate, a bond. I never trade for anything. I trade paper for something more valuable than the paper.

[00:14:53] And for me, that could be me investing in myself. I'm always more valuable than the thousand bucks. Anything [00:15:00] I spend on myself is more valuable. Number two, I could be the business that I'm working in to make my business better. Or number three, once my business is going and I'm doing well, then I wanna store money to put it in something that converts paper. To an asset that produces cash flow. 

[00:15:16] Hala Taha: Let's hold that thought and take a quick break with our sponsors. Oh, I love that sound young and profiteers, because that's the sound you hear whenever you make a sale on Shopify. The all-in-one commerce platform to start, run and grow your business. YAP fam, I'm literally addicted to my Shopify dashboard.

[00:15:37] I just launched my LinkedIn masterclass and it required online payments, and so of course I chose Shopify as both my front end and my backend. So in terms of the front end, it was super easy to set up the webpage. They've got these beautiful pre-made customizable templates. It took me a couple days. I put it up, it looks beautiful, but by far.

[00:15:57] My favorite part of the Shopify experience is [00:16:00] their backend. Me and my business partner, Kate, we keep our Shopify tabs up all day and we get a dopamine shot every time somebody makes an order. It is so addictive YAP fam. And after we send out an email or do a social post, or after I go on live, I can see hundreds of people flooding into the store.

[00:16:17] They have a global live view, and you can actually see the cities light up in terms of where people are logging on from, and you can see how many people added it to their cart and who is checking out. It is such a rush. And because you can see where everybody's at in their journey, Shopify helps you iterate and optimize super fast because you understand where people are dropping off.

[00:16:37] For example, in the beginning when we launched our course, there'd be like 10 people checking out and be like, oh my God, we're gonna get, $10,000. We're about to, oh, it's great. And then nobody would buy anything. and we were like, what's happening? And then we found out after we implemented the chat function, which I'll get into a little bit, that people were adding two to their cart and were thinking that it was double price and then [00:17:00] fleeing and not converting.

[00:17:02] And until we figured out how to optimize the checkout process, we. Started to get conversions once we figured that out. And it wasn't until we figured out a more user-friendly shopping cart experience that people started to convert. And we would never have known that had we not had that live view from Shopify that we are literally obsessed with.

[00:17:22] And speaking of the chat functionality, I implemented chat functionality in two minutes. I saw the button, I clicked it, and all of a sudden we had. And people were chatting us and we were able to talk to people and close them on the spot and answer their questions on the spot. It was so successful, YAP fam.

[00:17:42] We made over 40 grand from one project and I had the idea last month. I implemented the website, the idea, the course, the promotion, close the deals in one month flat. Whether you sell vintage t-shirts, fancy candles, or a course like mine, Shopify [00:18:00] can help you set up an online store, discover new customers, and build a loyal following.

[00:18:04] I had this idea for the LinkedIn masterclass a month ago. We made over $40,000. From this idea, and I had the idea just a month ago, I set up the website with Shopify. I did all the promotion, I created the course, and I executed the course in just a month. And you wanna know why it happened? Because I took action.

[00:18:24] I didn't wait. I just got started and I figured it out. Like I always say, YAP fam. Get started and take action. Don't let anything slow you down when you have a profiting idea. All you need is an idea, a willing buyer, and a way to collect payment aka all you need is an idea, a willing buyer, and Shopify.

[00:18:42] Every minute new sellers around the world make their first sale with Shopify. You can too. If you're looking for a sign, young and profits, this is your sign. Start that side hustle you've always dreamed of. Launch your small business. If you never take action on your dreams, they'll always stay a dream.

[00:18:58] Take action today. [00:19:00] Join millions of entrepreneurs worldwide. By trying Shopify today. Sign up for a free trial at profiting is all lowercase. Make sure you don't forget that. Go to to start selling online today, and if you sign up today, you can get three months of Shopify for just a dollar a month.

[00:19:20] Again, that's for your free trial. This is possibility powered by Shopify.

[00:19:29] Yeah, I think that's really good advice. And it's funny because today you're flying around in a private jet Grant. Everybody knows that like you have a lot of money and you're like a little bit flashy, right? But to my surprise, you were really frugal and that's how you got your first million.

[00:19:48] You had a million in the bank, you were not rocking really fancy clothes or fancy car for a while. So talk to us about how you got to your first million and today. Like even though you [00:20:00] seem flashy after researching you and listening to more videos and really getting to know you.

[00:20:05] You're actually like naturally pretty frugal, so I'd love for you to talk about that. 

[00:20:09] Grant Cardone: Yeah oh, too frugal, by the way. I was too frugal, but it did put me in a position to learn discipline. So when my friends were all buying a Rolex or a BMW or going on vacation, I wasn't like, nobody knew I was rich until I was about 45 years old.

[00:20:26] People were like, Hey, what are you doing? I've never, ever rented a private plane. I've never been on a private plane until I bought my own. But this is years, 25 years of me making investments. I wasn't saving money. I was being frugal to some degree just because I personally would never spend earned income.

[00:20:46] This is something that will, if you use this one principle, you are guaranteed to be rich beyond anything you've ever imagined. I've never spent earned income to improve my standard of living. So earned income, if I make a [00:21:00] hundred thousand and I have 40,000 left over, the whole 40,000 gets stored, anything extra, I store that to invest.

[00:21:06] I only can only buy a Rolex when I have passive income. I can only buy a BMW when I have passive income. So I have these little rules that I put in on myself that I believed if I would use these rules, they would make me wealthy one day. I just didn't know how wealthy, I had no idea to be honest with you, but I was so disciplined.

[00:21:26] I have great work. That's one thing I have that nobody can take away from me. I work every day long beyond the point where I need to, and then when I work, I should get rewarded. When I get rewarded. I took that money, stored it, so everybody just thought I was just a hard worker. The where I lived didn't change.

[00:21:42] The car I drove, didn't change. The suits I wore didn't change. I didn't wear Rolexs, like I didn't do any of that stuff when my life changed. I think I had. I was married, we had just sold a home to get equity out of, it was 2008. We pulled the equity out of the house. It was the first real house I'd had, but it was really an investment [00:22:00] and I pushed all that money into a real estate transaction and my wife and I rented.

[00:22:05] We had a baby on the way. It was 2010. The world had come to an end and I'm like, this is never gonna happen to me again. And so we really, 10 Xed, if you will, these concepts I had been working with for 20 years. And so we were very frugal. My wife did, wasn't buying Chanel. She wasn't buying any of that stuff until passive income came in.

[00:22:27] That was dependable and indestructible, and that's money that I'm not earning because it's money that's coming in. Because I made a decision. I signed a document and said, okay, I'll buy this asset. And that asset then starts producing passive income over long periods of time upon which then I can use whatever it is, 600 bucks a month of passive income, I can use that to go, or 6,000 or 60,000 or 600,000 a month, then I can start doing dumb stuff. How much dumb stuff can you do? You can do as much dumb stuff as your passive [00:23:00] income. 

[00:23:00] Hala Taha: I love it. I feel like that's such great advice. Don't spend your earn income.

[00:23:04] Only spend your passive income. Super brilliant. So you mentioned the recession, and maybe this is a good time to pivot into that in the conversation. You and Elena actually came on my show pretty recently and I learned that you guys really pivoted your life at the point of the 2008 recession.

[00:23:23] You guys dominated when everybody else was dying, right? And so I'd love to understand how you approach the recession differently, and then we can talk about the 2023 recession and what we can do. 

[00:23:33] Grant Cardone: Yeah, we're definitely going into a big. And this could be bigger than oh eight, but the problem with recessions is people deny them for so long.

[00:23:41] We're in one right now. We've been planning for this since February of last year, so I'm already so far ahead of most people. What happens with a contraction? A recession is basically a contraction. Okay? It's the same amount of money exists in the environment. It's just everybody got lost confidence, and so money doesn't move.

[00:23:58] Money needs to move. [00:24:00] For an economy to be good, money has to circulate, and the faster it circulates, the more confidence it gives people, right? In a contraction, everything gets stodgy and slows down. People quit spending. People quit spending money on advertising, marketing, branding, expansion, locations, employees, everything.

[00:24:16] They just stopped. So what happens is if you have the courage, by the way, courage is the greatest currency on planet earth. It is the greatest asset of all assets. Look, particularly if you could combine it with some vitamin C, with some vitamin D, some discipline. So if you can take courage and discipline, you become a threat during a contraction.

[00:24:38] Because people have lost their courage. And because they've lost their courage, they lose their work ethic. They believe there's no reason to go to work except to work to keep their head above water, if you will, survival. And so during contractions like you wouldn't even know me if it was not for the 2008, nine, and 10 contraction.

[00:24:56] My whole life was built over the last 10 years because of the [00:25:00] contraction and because I used courage when everybody else went to the to recess. If you. Everybody tapped out. I know some people that said, I'm just gonna, I'm gonna go to the sidelines for the next year or two until this passes. That's when we doubled down.

[00:25:15] We actually 10 Xed everything. I told my wife in 2010, do not spend any money on anything. Nothing zero. I had some college debt. I quit paying it down like everything. Everything stopped so we could basically put all our assets together and use them for something else. So we stopped everything over here so that we could put all, we could make big bets on expansion.

[00:25:41] I'm doing the same thing right now. I'm preparing to, to make the biggest expansion I've ever had. I believe 2023 and 2024 will be the greatest wealth redistribution on planet Earth and this time, unlike 2008, nine, and 10. This time, the little guy, the [00:26:00] everyday guy could actually benefit the people that are in most in trouble.

[00:26:04] If you take the 2008 debacle, that was basically everyday people, pizza delivery guys buying houses and strippers, and everybody was buying single family homes, five and six of 'em, and they couldn't, they got stuck. This cycle is, That this cycle is that times a thousand x because these were big, giant companies buying lots of apartment buildings or developing an apartment, buildings that have gotten cracked.

[00:26:34] This is not in the news yet. Nobody knows this is happening. I happen to know it because that's the space I play in. This is gonna be historic orders of magnitude of a problem. If your audience is paying attention, they could create more wealth in the next two to five years than you would in five lifetimes.

[00:26:53] Hala Taha: Yeah, it's it's scary, honestly, but at least you're putting out this challenge, like I mentioned, guys, it's on [00:27:00] January 24th and you can go to to learn more. Grant, let's talk about the rules of business and how it actually changes during a recession. I think this is really interesting and I'd love to understand maybe what you predict in 2023 in terms of how we can pivot and dominate instead of, like you said, just pulling back how do we lean in?

[00:27:23] Grant Cardone: Yeah, so I just tell you what we do, right? What I do over my place, I have these little things I'm like, like making cookies. I'm like, okay, this is what we're gonna do. First thing is you assess your liabilities and your assets. Everybody has. Everybody's got liabilities, everybody's got assets.

[00:27:38] Even a broke person has liabilities and assets. Okay? The people in your life, the things that you own, the decisions that you've made, those are li liabilities and assets. This is motivation will not get you through this cycle. You cannot stay so excited above the amount of negative news you're about to hear, the amount of negative news you're gonna hear in this cycle [00:28:00] data, facts companies failing, people being laid off banks failing, maybe some of the biggest names in the world, imagine some of those names failing again. That's going to happen in this cycle. And when that happens, it is impossible to be like, I'm gonna be positive and I'm gonna get through it.

[00:28:15] Okay, maybe for a second that's gonna wear off. You're gonna do this. And the next thing you gotta do is I need some money. I need a customer. Nobody's buying, nothing's happening, and you're gonna hit reality. You need a strategy. So the first thing I do is accept acceptance. Like you want to just accept where we're at.

[00:28:32] We're already in recession. There's a reason the government isn't telling anyone they're gonna delay this message, but the big guys are already making their moves right now. They have been since February. They want the average everyday person to be asleep. They benefit by you being on your sofa, just being entertained and not taken as serious.

[00:28:53] They're threatened by 300 million people rising up, being pissed off about this redistribution [00:29:00] happening. And being angry is not gonna help you either. Protest does not make money, makes TV money. So first thing I do is I assess what are my assets and what are my liabilities? What does that mean? It means I, I look at everything that everyth decision I have made in my life, including people draw a line down a piece of paper assets, liabilities, and start looking at what was an asset that is now a liability.

[00:29:22] Is there any of these liabilities that could be assets? Is there something I've bought that I need to get rid of? And I assess these from one to five. Five is, you get rid of it for sure. Three is probably get rid of it. Four is, yes, you should, but you're attached to it once and twos you keep. So I just go through, write all this down, including people, and I start moving things from liabilities.

[00:29:44] I get rid of them and get down to my assets. Now I'm gonna focus only on my assets, and now I'm gonna look at, okay, what am I gonna do in 2023 to get rid of this garbage and then to double down or even 10x my assets? This is a very difficult [00:30:00] thing for people to confront. It's more than just a kind of a mindset.

[00:30:04] This is a mindset with books. 

[00:30:07] Hala Taha: Got it. 

[00:30:08] Grant Cardone: Now, I've done that already. I've already, I did this back in March of last. So I'm already starting to accumulate assets in order to go acquire more assets. Now I need a plan. Okay? How do I market my plan to my target? I have a target audience. You're part of my target audience, okay?

[00:30:28] I accomplished this today with you. This is collaboration marketing cuz I'm collaborating with you to get a message out. Anybody can do what I'm doing. This is not very complicated. You definitely don't need to go to college for it in five days. You could be an expert. So five things I'm gonna do. First, I'm gonna fix my where am I going?

[00:30:44] What am I doing in 2023, assessing my liabilities and assets. Two, I'm gonna market this idea to the public. I'm gonna work out my branding and my marketing idea. We spend a whole day on doing this. Third thing is, how do I start monetizing this immediately? Not three months from now, not next [00:31:00] weekend. I'm talking about monetize ideas today.

[00:31:02] No product creation. I don't need to finish a book to actually get money for a book. I don't actually have to have a product to actually get money. We'll show you exactly how to monetize. I'm monetize faster than any human being on planet Earth today, except maybe for Elon. A lot of what I do by the way, I've learned watching Elon Musk, and the fourth thing I'll do is how do I scale that?

[00:31:22] How do I scale that message out so that it starts becoming something automatic and organized? 

[00:31:28] Hala Taha: Grant, you are like one of the biggest marketing gurus, business influencers out right now. And since you touched on it just a little bit ago, I'd love to understand your strategy for social. I had Alex Hormozi on, and he mentioned that he actually did some private calls with you before he blew up, and he said that you taught him basically how to dominate on social media, and so I'd love to learn maybe some of the things that you shared with Alex on that call in terms of how you were able to just take over.

[00:31:58] You're everywhere. 

[00:31:58] Grant Cardone: That the first thing is to [00:32:00] be everywhere. It's not about six pieces of content every day. It's about make sure you are on multiple platforms every day. There's a word in the dictionary called omnipresence. Omnipresent means to be everywhere, all at the same time. Anything that can accomplish everywhere, all at the same time will be assigned.

[00:32:18] The designation of powerful male, female, young, old, it doesn't matter. Anything that can be can accomplish the concept of being everywhere all at one same time will be assigned altitude or power. Being in one place at one time is okay. Yeah. So you're in one place, but the problem is then you're in one place.

[00:32:37] Okay. And the audience is limited. So today with technology, this is so much easier than it was when I was growing up because it was almost impossible to be everywhere. Look, I could be on YouTube, right? I'm on YouTube right this second, dropping a live video. I got sharks going. Longs gone.

[00:32:54] Instagram we just posted on. We can do stories there as well. I can do a story with you right now. [00:33:00] I'll be on Twitter. I'll be on Twitter spaces at least twice today. We'll be on TikTok, Snapchat. I'll be on TikTok until the government kills it. And then I'm also gonna do billboards, speaking gigs. I'm having a personal one-on-one meeting today with a group.

[00:33:13] I'll have a phone call. I'll go back to old school stuff and do phone calls today. And somebody's gonna say, man, I saw you do this interview with last week. They talked about you me doing that thing with Alex. You're talking about it today. This is the concept of how many different tentacles can I put into society.

[00:33:28] So wherever you go, you see me? Do I need to buy an ad or could you, could it just be organic? I'm willing to do both of those. So networking through marketing is a very easy concept. Once people have the proper size target, like if your target is just to keep doing what you've been doing, you will not do anything.

[00:33:51] Then I'm talking about right now. If you believe the middle class is the ultimate end goal, the holy grail of life to save a little money, have a [00:34:00] retirement account, pay your house off and put your kids through college, you're not gonna do anything that I'm talking. But if you wanted to create massive amounts of wealth in a lifetime, which I'm interested in, by the way, we have 16 companies today worth about $3 billion, 4 billion worth of real estate.

[00:34:16] I've raised a hundred. I've raised $1 billion in cash over the internet and sold a billion dollars worth of products and services, and nobody even knows me. So Andrew Tate, he's known by more people than I am, and he's in jail today, so I don't want to go to jail to get. I need to figure out how to do something that's that I'm proud of for my daughters and my wife and myself, and still get known.

[00:34:40] And I'll just tell everybody, you won't do it if you have small goals. You will not do what Gary Vaynerchuk suggests if you have tiny goals, because there's no reason you don't need to do this if you just want to get by or you just want a million dollars. That's why millionaires will never give you this advice.

[00:34:59] Hala Taha: Yeah. [00:35:00] 

[00:35:00] Grant Cardone: Elon's on every day. Elon's on Warren's Warren. When Warren in his prime was doing TV every single day, that was the social media of the day. Bill Gates, if people actually liked him, he would be extremely more powerful than he is, which is terrifying, but he can't hold an audience long enough. Wealthy people have known this for years. Networking. Okay? They all hang with one another. They hang with people that can lift them because of their finances and their assets and their connections. 

[00:35:29] Hala Taha: We'll be right back after a quick break from our sponsors. This episode of YAP is brought to you by the Jordan Harbinger Show.

[00:35:36] You may know that Jordan Harbinger is my all-time favorite podcaster in the world. So much so that I've willed him to become my podcast mentor, and we literally talk every single day. He's in my Slack channel. The Jordan Harbinger show is the perfect show for young and profiteers to add to their rotation.

[00:35:53] The Jordan Harbinger Show was named Best of Apple 2018, and is aimed at making you a better informed, more [00:36:00] critical thinker. And in each episode, he unpacks his guest wisdom into practical nuggets that you can use to impact your work, your life, and your relationships. It's pretty similar to YAP in terms that there's no fluff.

[00:36:11] You always walk away learning something new. And his show has a bit of humor too, which is a nice touch. Jordan being the OG that. Always snags the best guests like Mark Cuban, to Rapper T.I to athletes like the late great Kobe Bryant, and he's really super picky with his guests like me. So they're always extremely interesting topics.

[00:36:31] Jordan has great research. He's a natural interviewer, and his topics are always on point. It's no wonder Jordan is one of the biggest podcasters in the world. You guys know that I'm definitely a fan, a major fan, and if that's not worth checking out, I'm not sure what is. You guys can find the Jordan Harbinger Show on your favorite podcast platform, or you can check out for some episode recommendations. That's the Jordan Harbinger show, H-A-R-B (as in [00:37:00] boy), I-N (as in nancy), G-E-R on Apple Podcast, Spotify, or wherever you listen to podcasts.

[00:37:10] I think a lot of people are scared about investing in social media, whether that's money or their time. What are your thoughts on that in terms of investing in yourself to grow your brand? 

[00:37:21] Grant Cardone: Yeah, I think people are more scared than the money. Again, if you thought you were gonna become a billionaire because of it, you'd probably do it.

[00:37:28] Hala Taha: Yeah. 

[00:37:29] Grant Cardone: There's some number at which a person would walk on glass. Now I know there's people out there say, oh, money doesn't motivate me. Trust me, there's some. There's some number at which if you thought you could get it, you'd stop everything you're doing right now. And even if you didn't want the money, you want it for someone.

[00:37:46] There's someone in your life that you love. If none of this gets your attention, I can't imagine your why. Why? Why they would even follow young and profiting. Why follow here? Anybody? Your audience gonna be like, okay, there is a number. 

[00:37:57] Hala Taha: Now my audience likes money. [00:38:00] 

[00:38:00] Grant Cardone: There's a number at which you would walk on glass.

[00:38:04] If you knew you were gonna get it, if you were guaranteed. That's why I think people don't market it cuz they're not sure they're going to get it. They're quitting before they start. You're actually telling, you're telling the universe of attraction. If that exists, you're telling it. Yeah, I want it, but I'm not really willing to do whatever it takes and so the universe is not gonna accommodate.

[00:38:24] The universe knows I'm serious. Dude, my enemies, people that don't like me, they even say private. I don't like him. I don't like his style. I don't like the way he talks. I don't like the way he's raw, bro. That guy will not stop until he gets what he wants, . And most importantly, I know that, okay, it's not that other people need to know that.

[00:38:42] I need to know that so that when I go into an adventure I'm gonna, I'm not gonna stop till I get through the woods. So the other thing I'll say is this people should take a little test. Would you rather a million dollars? You're broke, you have nothing. Would you rather a million dollars or a million friends?

[00:38:57] And when I say a million friends, I'm talking about friends that will help [00:39:00] you. What would you rather have a million dollars in cash right now? Or 1 million friends. 

[00:39:05] Hala Taha: Hands down. 1 million friends. 

[00:39:07] Grant Cardone: Dude, you want a million friends, right? Because even if you can only, they just hadn't done the math. 76% of the people will say they want the million dollars.

[00:39:14] Right now I've done this poll to 35,000 people, 76% of the people, almost every time I do it, 74, 75, 76 will say, I want that million dollars and I want it right. The reason why most people want the million is they don't know how to convert 5% of the audience. 5% of a million people's 50,000. If they give me a hundred bucks, that's 5 million I five x the million?

[00:39:34] Hala Taha: Yeah. 

[00:39:35] Grant Cardone: If I could get them to do that every month it's 60 million. So if you answer the question, I want my million dollars, it just costs you 59 million to take that money. 

[00:39:44] Hala Taha: Yeah, people don't realize how lucrative being a social media influencer can be because I'm one of the biggest influencers on LinkedIn.

[00:39:51] That's where I grew my brand, and that's where everything spawned for me, like my podcast, my business, my clients. [00:40:00] Now, no matter what happens, I called my insurance policy. No matter what happens I can get a job, get a client, make money so much more easily than if I wasn't an influencer. So I totally agree with you.

[00:40:14] Grant Cardone: Yeah. It's amazing that you've done that with LinkedIn. That's the one that I didn't even mention earlier, probably why I hadn't done so well with it. But it's the one that we have not been the most successful with our Twitter, by the way. I was being shadow banned on Twitter for the last five years, so I could never grow it.

[00:40:31] I didn't know I was being shadow banter until Elon took it over, and I don't think the people at LinkedIn like me either. 

[00:40:37] Hala Taha: I can probably help you. I'm running almost all the influencer channels on LinkedIn, I have a social media agency and I know all the hacks, so it's just any, like any social platform.

[00:40:47] Grant Cardone: Yeah. They wouldn't make me an influencer and it hurt my feelings. I'm like, how am I not an influencer? 

[00:40:52] Hala Taha: You don't need to be in the program to go viral. It's like any other social media platform. There's an algorithm that you just need to know how it [00:41:00] works, and you need to know how you know.

[00:41:01] Grant Cardone: I need your help.

[00:41:02] I need to hire you to help me with that. All right. 

[00:41:04] Hala Taha: We'll figure it out. Perfect. Okay. We're running out of time here cuz I promise I would get you out five minutes before you had to leave. Let's talk about one of your key mottos before we close and I wanna talk about your morning routine as well. 

[00:41:21] Grant Cardone: Okay.

[00:41:22] Hala Taha: Let's start with your morning routine. You were talking about goals before, so let's, I guess stay in the flow of goals. I learned that you write your goals down every single morning, and I was really inspired by that. I wanna do the same thing moving forward. So I'd love for you to talk about your morning routine because you've obviously figured something special out there.

[00:41:41] Grant Cardone: So look, on a perfect day, I'm not the 4:30 in the morning guy, but I do like to beat the sun up. And I do like to get sleep too. Sleep is very valuable to me. Eight or nine hours is I'm not the guys. I did four hours was not good for. I create a lot better results for myself and for my [00:42:00] customers and my expansion when I have sleep.

[00:42:02] But I'd like to beat the sun up. There's something about that morning, the sun breaking in the morning. There's no science behind this, but it just makes me feel like shit. I got a little headstart. I got to beat big boy. Coming up, there's some optimism that comes with me beating the sun up. And then the second thing I do is I keep a legal pad with me all the time.

[00:42:20] I'll have one of these old fashioned legal pad. Like I go through hundreds of 'em in a year and I just write my goals down. It takes me, I could literally do it right now in 45 seconds. These are short, abbreviated 50 billion in real estate, happy wife and kids. Like it could be just HW plus case 150 million in donations.

[00:42:43] Like what? Whatever, one 50 M donations. Like I'm just doing it extremely fast and there's no mechanics ever. I do that in the morning and I do that again before I go to sleep at. And there's one other time I do it. This is magic. It's been magic for me for 30 years. No clue how [00:43:00] I'm gonna accomplish it.

[00:43:00] Don't know the right people. I don't have the engineering, I don't have the money, nothing. And I just write it down like I'm going to do it. The third time I do it each day is when I have a failure or loss or a disappointment. So probably two times or three times a week when I'm disappointed at least 150 times a year by the way.

[00:43:19] Every year still today oh God dang, I didn't get what I wanted, then I'm gonna go back and write down where I'm going, because the disappointment is not the target. Your audience is gonna find that you could spend two and three and four days in a disappointment only to find out. That's not where I'm going.

[00:43:33] That was not the goal. The goal was not to be disappointed. The goal was to move through disappointment until you could get whatever your thing is or things. . Then I'm gonna go to the office, and the office is gonna tell me what to do every. You guys that are CEOs and bosses, yeah, good try. Ain't no such thing.

[00:43:50] You're always working for somebody else. You can get your little t-shirt, you get your little shirt, boss girl or whatever you want to give, but there's no such thing. You don't wanna be a boss. You wanna be an investor. [00:44:00] I don't wanna be the CEO I wanna be the investor. I want to invest in things. I wanna invest time in people.

[00:44:05] I wanna invest in projects and I wanna return. I don't wanna be the boss. I don't care who the boss is, so I'd rather somebody else be the boss. And I'm the investor. Let them be the boss. One example real quick. The guy that runs Coca-Cola last year made 52 million. Warren Buffett, the investor made $508 million.

[00:44:25] Hala Taha: Wow. 

[00:44:26] Grant Cardone: Be an investor, not a boss. I eat three or four times a day. I get a workout in every day. Every day I try to get a workout in. I'll do that. 320 days this year, I'll miss 30 days maybe. And don't like to miss those. And the rest of the time I do what's called 365 gc. 

[00:44:42] Hala Taha: What's that? 

[00:44:43] Grant Cardone: Yes, that get to be me, 365 days of the year.

[00:44:48] Hala Taha: You're the best Grant. I love your energy. I swear I feel like a lot of people, like you mentioned before, like there's a lot of you're so loved by so many people, but I feel like you get so much like unnecessary hate and like [00:45:00] you're just such a good person who's putting out such good work in the world.

[00:45:03] And I just wanna thank you for that. And just let you know that the more that I learn about you, the more that I'm like, why do people even I don't see how anybody could find anything negative about you, to be honest.

[00:45:14] Grant Cardone: Thank you. I could see why people would find many things negative because I. The funny thing about the haters is by the time they said it, like I knew it was wrong two weeks ago when I did it.

[00:45:25] I've had to apologize to people so many times in my life. I just got a shirt that said, I apologize in advance. Look, the truth is I always say it the wrong way. I don't sugarcoat it. I destroy the English language. I've had my first book, Sell or Be Sold, was the bestselling book, sold hundreds of thousands of copies with probably 300 grammar errors.

[00:45:49] I can't even say grammar, right? I don't say roof, right? I don't say Sunday right. I don't like. But so what? Like I know I've never tried to be perfect. I've never ever presented to [00:46:00] anyone. I'm anything other than just me. And when you get loud, people are gonna be like, that's too much, including family members.

[00:46:09] But I would rather the hate than no attention at all. When people ignore you, let's say there's somebody who needs help in your life and they're ignoring the help you offer, that is the worst feeling there is in the world. I'd rather leave me alone. Leave me alone. I don't need to fix this. I'd rather my family member do that because I'm insisting on helping them. Than them ignoring that I'm helping them. 

[00:46:31] Hala Taha: Yeah, I love that. I think you're doing amazing work in the world. So to close out this interview, Grant, can you tell us one actionable thing our young and profiteers can do to become more profiting tomorrow? 

[00:46:44] Grant Cardone: Tomorrow, what you need to do is you need to write down your goals for 2023, whatever they are. And then when you're done, go back and multiply them all by 10. The number 10. 

[00:46:55] Hala Taha: And what is your secret to profiting in life? That's the last question we ask all of our [00:47:00] guests. 

[00:47:00] Grant Cardone: You look understand that everything's an investment. Everything you do is an investment. Every word. Everywhere I go, everything I do, I'm trying to create some effect, some positive effect in the world, even when I trash on people.

[00:47:12] The Andrew Tate, the whole world is supporting this guy right now. Oh, he's the best. He's the best. Good. Would you want your daughters hanging out with him? Let's do that poll. The same people that said he deserves to be let out and he's doing good things. Good. You want your daughters hanging out with him.

[00:47:26] How about your sons? If I had a son, I don't know if he's gonna be alpha boy. Not everybody's alpha, not everybody's meant to be driving, beast force. That's not the only way people can be successful on this planet. Look, I'm always trying to create an effect. Now, create effects.

[00:47:40] Everything you do is an effect. You could be create a lazy effect. You could create a freaking dynamic effect. You could make a difference for the good, or you could make difference for the bad. But I would just encourage everybody to go make a difference. And if you screw it up and you make a difference for the negative, then go clean that up and make a difference for the good. 

[00:47:58] Hala Taha: Gold. So let's [00:48:00] talk about your unbreakable challenge five day challenge, January 24th to the 28th. Who's gonna be there and what are people gonna learn? 

[00:48:07] Grant Cardone: You're gonna be there and I'm gonna be there, and that's all that matters, . And I'm gonna spend five days with you, and I promise you there's gonna be a million people on this event.

[00:48:17] There'll be a million people. And I am gonna show people how to walk through and guarantee that 2023 is the single best year you've ever had in your career. And you will look back and say, this was my pivot year. This is the year when you will become who you were meant to become. You will clarify that message.

[00:48:35] You will clarify your goals. You will learn how to market like I do, like a beast on all platforms with no spending by the way. The first nine years I marketed, I didn't spend one penny in. And then how to monetize that marketing and scale it with operations. If you're a single mom, I'll show you how to do this end of the year.

[00:48:54] You could have a hundred employees if you wanted. 

[00:48:56] Hala Taha: Guys, it's a free event, five Days with Grant. It's a no-brainer. So [00:49:00] go to to learn more, and I'll stick the link in the show notes. Grant, thank you so much for your time today. It was such a pleasure. Really enjoyed this conversation.

[00:49:15] Young and profiteers, I've been waiting for Grant Cardone to come on this podcast for years now, and I set this during the interview and I'm gonna say it again. I don't really understand the hate that Grant gets, to be quite honest. And I have to say, there's a saying called Never Meet your Idols. And after interviewing so many people that I looked up to.

[00:49:37] There's a reason why this thing exists. It's because it's true. And a lot of the time I'm super hyped to interview someone and they end up being arrogant, rude, low energy, and just not what I expected, but not Grant. When I met Grant on camera, off camera. He was sweet. He was kind, and I can tell he just wants to help [00:50:00] people.

[00:50:00] Grant is a marketer at heart. So I believe that what people see on social media that's brash or flashy, this is a marketing tactic that has worked. This is why Grant is at the top. And so Grant gets to laugh his way to the bank, and while I don't align with him necessarily on things like politics from a financial, real estate and business standpoint, I am all ears for Grant Cardone.

[00:50:24] I'm a big fan. And Grant and his wife Elena are winning. By the way, I just had Elena Cardone on the show. She is a boss babe, and that episode's gonna be released soon. I'm super excited and I've been doing a lot of back to back power couple episodes. I just interviewed Leila and Alex her Hormozi who's another super badass couple in business, and I'm recently single.

[00:50:48] And I must say I'm feeling thankful to have had these interviews because it is very inspiring. My future partner has big shoes to fill because I'm trying to be on the Cardone, Hormozi [00:51:00] level. If like we talked about in this episode 2023 is not looking too hot for the economy. So if you're looking to recession proof your business and even expand your business during the next economic crisis, I would definitely recommend to sign up for Grant's free five day challenge.

[00:51:14] Go to to learn more, and if you listen, learned and profited, share this episode with your friends and family. Spread the word about Young and Profiting Podcast. Let's spread this podcast through word of mouth. You guys have the power to do it, and drop us a five star review on Apple.

[00:51:33] Nothing makes me happier than to read your reviews. I read them every single day. And you guys could also find me on social media, on Instagram at yapwithhala or LinkedIn. You can find me by searching in my name. It's Hala Taha, and I wanna shout out my YAP team, thank you for all of your hard work. I appreciate what you guys do for me day in, day out, behind the scenes.

[00:51:53] I really appreciate what you guys do for me and our listeners. This is your host, Hala Taha, signing off [00:52:00] until next time.

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