CHAPTER 17: SWITCH TEAMS AND PLAYBOOKS

A man wrapped up in himself makes a very small bundle.

-- Benjamin Franklin

Switching Teams and the Playbook

From the day you were born, you were baptized to play for Team Consumer, from the Barbie Doll and the Tonka Truck to the Star Wars action figures.
You've been conditioned to demand: to want products, to need products, to buy products, and of course, to seek out the cheapest of those products.

The correlation between the Slowlane and the Sidewalk is this: Jobs exist to facilitate the consumer process.
This “consumer” focus is like a gravitational pull to keep you amenable to anti-Fastlane thinking.

Cracking the Code

The winning team is Team Producer.
Reshape life's focus on producing, not consuming.
When you reframe your thinking from majority thinking (consumer) to minority thinking (producer), you effectively switch teams and allegiances. Yes, become a producer first and a consumer second.

instead of buying products on TV, sell products.
Instead of digging for gold, sell shovels.
Instead of taking a class, offer a class.
Instead of borrowing money, lend it.
Instead of taking a job, hire for jobs.
Instead of taking a mortgage, hold a mortgage.
Break free from consumption, switch sides, and reorient to the world as producer.

once you see the world from a producer perspective, your perception sharpens like a fine-tuned radio frequency, from static to clear stereo sound.
Suddenly, opportunities have clarity, ideas surface, and scams are exposed.
This new minority status is critical to strengthening your wealth creation temperament.
Remember, the rich are a minority, and you want to be in that minority. It starts with a producer mindset.

Producer Reorientation

When you encounter an advertising message that coaxes you to buy something, examine it from the producer perspective. How does this company make money? What is the aim of its message? What kind of business processes are involved in offering this product or service? Is this company making a profit? What is the revenue model? Is this product manufactured overseas or locally?

The “act nows,” the “but wait, there's more!” the “free bonuses”-these are marketing weapons in a producer's arsenal. I watch infomercials not to buy, but to see what the pros are doing.

I attract wealth because consumers seek producers. Consumers are the majority who demand their fill!

To Consume Richly, Produce Effectively

And the irony of this producer/consumer dichotomy? Once you succeed as a producer, you can consume anything you want with little consequence because you'll be rich.

To consume richly, produce richly first. Unfortunately, most people have it backward: consumption and no production. Producers get rich. Consumers get poor.
Switch teams and reorient as a producer first, a consumer second. Make wealth attracted to you!

Be a Producer: Leverage the Business of a System

To switch teams and become a producer, you need to be an entrepreneur and an innovator. You need to be a visionary and a creator. You need to give birth to a business and offer the world value.

While the centrist theme to the Slowlane is a job, in the Fastlane, it's a business.
however, it's important to note that most small business owners are light years away from a Fastlane and dickering with Slowlane metrics. Some businesses masquerade as jobs!

From start to finish, this book cost roughly 1,000 hours of my time. If I sell 100,000 books at $5 profit each, I earn $500,000, or roughly $500 per hour invested. If I sell 500,000 books, I will earn $2,500 per hour invested. The more I sell, the greater the return on my original time investment, as I already paid the time. Imagine 10 years from today I sell one copy of this book. Suddenly I earn $5 from a time investment I made years ago!

But it gets better! If I guest-speak on a radio show for 10 minutes and that appearance yields 1,000 book sales, this 10-minute investment yields $5,000 in income (1,000 books X $5 profit) and yields a return on my time at $30,000 per hour. Can you get rich trading your time for $30,000 per hour? Yes you can, and awfully fast.

Chapter Summary


CHAPTER 18: HOW THE RICH REALLY GET RICH

Only those who will risk going too far can possibly find out how far one can go.

-- TS Eliot

The Fastlane Wealth Equation

On any given day, I had 12,000 people visiting my Web site.
Likewise, in the Slowlane, the unreasonable upper limit is 24 because there are only 24 hours in the day.
What is going to make you rich? An upper limit of exposure to 12,000 people per day? Or maximizing your hours worked in the day? That's 12,000 vs. 24.

If I want to make more profit, I don't walk into the boss's office and ask for a raise. No, I have several weapons available for deployment.

1) Raise Units Sold by Increasing Conversion Ratio
A 1% increase from 12% to 13% would give me an instant raise of about $480 per day. That's $14,400 per month. If I redesign the Web site, hit a home run and get conversion to 15%, now I've expanded my income to over $43,000 PER MONTH.

2) Raise Units Sold by Increasing Web Traffic
To raise profit, I can increase traffic. If I increase Web users to my Web site from 12,000 to 15,000 and conversion stays at 12%, my daily income rises by $1,440 per day, or $43,200 per month! Not likely? It happened! On some days I would have traffic spikes where over 20,000 users would visit.

3) Raise Unit Profit
If I detect a weakness in supply for my service or improve value, I can raise prices and increase my unit profit. If my unit profit moves from $4 to $4.50,I raise my income to $10,800 per day from $8,000. That translates to an additional $84,000 per month! Is your mouth on the floor yet?

When I make tiny, incremental changes in my strategy, I explode my income.
A mere 1% increase in the variables could mean thousands and a new Lamborghini.

Unfortunately, many enthusiastic business owners engage in opportunities with low, punitive speeds.
For example, if you sit outside the hardware store and sell hot dogs from your hot dog cart, you've muzzled your speed with no accelerative leverage.

Another example is this book itself. How many people are interested in financial independence or early retirement?
virtually hundreds of millions of people all over the world.
To weaponize the Fastlane wealth equation, you must engage in a Fastlane business that has the potential for leverage or high speed limits.

Millionaires Create and Manipulate Assets (Asset Value)

Asset value is simply the worth of any property you own that has marketplace value.

Slowlaners and Fastlaners have two antagonistic views of “assets.” Slowlaners and Sidewalkers buy and sell depreciating assets that decline in value over time. Cars, boats, electronics, designer clothes, gizmodos, and sparkly bling to impress that newly divorced woman in the adjacent cubicle-these are all assets that lose value the moment your credit card is charged.

Contrary to this, Fastlaners buy and sell appreciating assets: businesses, brands, cash flows, notes, intellectual property, licenses, inventions, patents, and real estate.

Wealth Acceleration by Asset Value

Breaking news: 8% and 40 makes millionaires in 40 years: 1,700% and 16 million makes billionaires in four years.

Wealth's Dual-Flanked Attack

I bought an asset for $250,000, appreciated and manipulated the variables, and then sold it for millions. I controlled my financial plan; the plan didn't control me.

In the Fastlane, your Wealth Accelerator is based on creating or buying appreciative assets, adding value and manipulating the variables, and then selling.

Chapter Summary


CHAPTER 19: DIVORCE WEALTH FROM TIME

Time is the coin of your life. It is the only coin you have, and only you can determine how it will be spent. Be careful, lest you let other people spend it for you.

-- Carl Sandburg

Industrializing Wealth: Divorce from Time

How did I escape these controls that society finds perfectly acceptable? Instead of trading my time for money (manual labor), I traded it into a business system-industrialized wealth production.
In my situation, time was working for me, not against me. My business system earned money with the passage of time, and yet was exclusive of my time.
Whether I was watching Jerry Springer or jet skiing in Jamaica, the system was built to be its own machine-a living, breathing entity that did the dirty work for me.
I owned my time instead of time owning me.

Passive Income: The Holy Grail to Retirement

The beauty of passive income is it doesn't care if you're 20 years old or 80. If your monthly income exceeds your lifestyle expenses including taxes, guess what? You're retired!

The Fastlane Roadmap is engineered for two purposes. It's engineered to create a passive income stream to the excess of your expenses and lifestyle desires, and to make financial freedom a reality, exclusive of age.

To Break Time Is to Grow a Money Tree

Mom convinced me it was true. “We can't afford that, do you think money grows on trees?”. She was wrong.
Money grows on trees if you own a money tree. And, you can own one if you know how and where to get the seeds.

Money trees are business systems that survive on their own. They require periodic support and nurturing but survive on their own, creating a surrogate for your time-for-money trade.

Money Tree Seedlings: A Fastlane Business

Not all businesses are Fastlane, and many of them can't be transformed into money trees.

she feels trapped to her business while her profit is cornered into submission. Four years later, she puts the business up for sale and seeks the comfort of a 9-5 job.

Too many people plant businesses in barren, infertile soil that is incapable of spawning money trees, and which is suitable only for a scrawny Slowlane twig that sucks up time and money.

The Five Fastlane Business Seedlings

There are five business seedlings to money trees.

= Seedling 1: Rental Systems (Passivity Grade: A)

Real estate is a perfect example of Wealth 1.0 because real estate is its own system. It is 95% passive. As time passes, tenants pay landlords to use their property.

Leases, royalty payments, and licensing are other forms of “rental systems” that can produce reoccurring monthly income.
Photographers can earn licensing revenues by allowing others to use their photos. Cartoonists license their artistry to book authors and newspaper producers.

Rental systems are powerful money trees because they are high on the passivity scale and survive time.

= Seedling 2: Computer/Software Systems (Passivity Grade: A-)

It's no shock that the Internet has paved the road to millions more than any other road out there.
I heard a statistic that the Internet created more millionaires in the last five years than the previous five decades combined.

Computers are miraculous inventions and fertile seeds to money trees. They work 24 hours a day, 7 days a week, and they don't bitch about working conditions. They don't bitch that you don't pay them enough. They don't bitch and moan about co-workers like Lazy Joan or Same-Shirt Bob.

Nope, computers aren't late, they don't ask for pay raises, and they don't care you just bought a new Mercedes S-Class. Nope, they just do what they're programmed to do and it's done.
What sets the Internet apart from real estate is it implicitly contains leverage. When you own a Web site, you're accessible to millions. When you own a three bedroom home on Elm Street, it's accessible to a few. This duality makes Internet systems one of the best business seedlings in existence.

Software enjoys plump margins because it is easily replicated. Once the code is written, it's done. You can easily sell one or 10,000.
One iPhone developer, Nicholas, raked in $600,000 in a single month with a single iPhone game.
An engineer at Sun Micro Systems, he worked on his application after working eight-hour days, cradling his one-year-old son in one hand and coding with the other. How did he learn how to code an iPhone app? Nicholas couldn't afford books so he taught himself by scouring websites.

Seedling 3: Content Systems (Passivity Grade: B+)

This book is a content system that I can effectively move through other channels, like the Internet or a book distributor.

Ms. Rowling recalls the happiest point of her life-not the acquisition of millions, but the point at which she could write full-time.
Dan Brown has sold over 80 million copies of the DaVinci Code in 51 languages. Let me be perfectly clear: If you sell 80 million of ANYTHING, you will be a very rich human being.

Blogs, social networks, e-books, and online magazines all serve the newest hybrid of computers systems and content distribution.
In fact, this new combination is so powerful that it is driving many of the old, hard-line models out of business. Paper newspapers and magazines are officially endangered to be extinct in the coming decade.

Change creates millionaires. Those who observe and take advantage of change will be the new millionaires and billionaires

Content also survives time. This book might have taken me years to write, but it also survives years.

= Seedling 4: Distribution Systems (Passivity Grade: B)

When inventing any product, the invention is always half the battle. Distribution is the other. The greatest product in the world goes unused if it isn't leveraged into the proper distribution system-either one that exists, or one that you create.

Amazon.com is one example of a distribution system that I use. This book sells on Amazon and is available to millions. However, a book sitting on Amazon represents unrealized potential, like a 1,000 horsepower car sitting in the garage. It is my job to turn the engine on and drive the power of the distribution system. The tool exists, ready to be exploited by successful (or failed) execution.

Our iPhone developer leveraged the iPhone “App Store” to move his software. This was his distribution point. Without the distribution, he couldn't sell software. Distribution is a means to move product to the masses.

= Seedling 5: Human Resource Systems (Passivity Grade: C)

Amazon.com is a distribution system backboned by a computer system and operated by a human resource system. Human resource systems are the most expensive and complicated to run. Humans are unpredictable, expensive, and difficult to control. Ask anyone with a company that relies on employees how challenging its to keep employees happy.

I came to the employee crossroads with my own company. I had to either suffer Internet technology obsolescence or hire two more people to scale my company to the next level. Since my business was already 80% passive, I knew that adding employees would erode the passivity of my business because employees need management. At a certain level, even managers need managers.

The other alternatives were to keep my company on autopilot and watch it slowly degrade over the years (Web companies need to be constantly reinvented), dig in and return to “startup” mode (long hours in “Chuma” mode), or sell it. After evaluating the options, I chose to sell. In my case, human resource additions would have subtracted to passivity, not added. While I would have made more money hiring more people, I wasn't willing to forgo my free time for it.

Chapter Summary


CHAPTER 20: RECRUIT YOUR ARMY OF FREEDOM FIGHTERS

The rich rule over the poor, and the borrower is slave to the lender.

-- Proverbs 22:7

The Best Passive Income Venue in Existence

In the prior chapter, I neglected to mention the best money-tree seedlings in existence. I omitted it because it isn't really a business seedling but a seed you already possess.
Whether you're broke, in a dead-end job, or without a business, you already have the raw materials for the best money-tree seed in existence.
The best money tree inexistence sits right in your pocketbook: The good old-fashioned buck. Yes, money. Money is the king of money trees.

Specifically, you move from borrower to lender. You move from employee to employer. You move from customer to owner. In other words, people pay you to use YOUR MONEY in the form of interest or ownership.

Savers Become Lenders, Owners, and Producers

I heard a radio commercial the other day from a self-proclaimed “Double-Dad” guru who declared: “Savers are losers!”
Savers aren't losers. Savers are winners because they eventually become lenders. Savers are winners because they become owners in companies. Savers are winners because they become producers and build assets.

While my Internet business was 85% passive (yes, I had to work several hours per week), my lending passivity is 99.5%. I do virtually nothing and the checks arrive.

Amass Your Army of Freedom Fighters

Every dollar saved is another freedom fighter in your army. If your money is fighting for you, your time is freed and you break the equation of “time for money.”
Money is your army. The more you have, the more they will fight for freedom. Slowlaners focus on the expense variable in the wealth equation when they should be focused on the income variable. Income is the key to growing your army of freedom fighters.

What does a dollar represent to you? A mechanism that gets you bottle service at the club every Friday? Or is it the seed of your money tree? Is it your freedom fighter? Make money fight for you instead of you fighting for money.

How Fastlaners (the Rich) Use Compound Interest

Fastlaners and Slowlaners leverage compound interest differently. Slowlaners (the middle-class) use compound interest to get wealthy while Fastlaners (the rich) use it to create income and liquidity.

Slowlaners start with $5; Fastlaners start with $5 million.

Compound interest pays my bills. It's my tool. It's my passive income source. Yet, compound interest is not responsible for my wealth. This is critical. Fastlaners aren't using compound interest to build wealth, because it's not in their wealth equation. The heavy lifting of wealth creation is left to their Fastlane business.

The Tidal Wave of Compound Interest

Ten percent interest on $5,000 doesn't make millionaires. Saving $200 a month from your paycheck in a 3% savings account isn't going to make you rich fast. You simply can't ride a wave miles out at sea.
Ten percent interest on $10 million is $1 million a year-$83,333 every single month. Exploit compound interest at its crest, not a million miles out to sea.

The point of this illustration is to show that the rich aren't using compound interest to get wealthy; they're using it for income and liquidity.
This is where money transforms into a fully passive income stream.

Chapter Summary


CHAPTER 21: THE REAL LAW OF WEALTH

Try not to become a man of success, but a man of value.

-- Albert Einstein

Effection, Not Attraction

In fact, the LOA is nothing but old principles of belief and visualization repackaged and remarketed for mass consumption. Who are the true Fastlaners? The LOA marketers!

Bake a Cake Without Sugar?

The universe never gave me my finished book. The fact is, despite all my positive thinking and meditations to the universe for my book, it never materialized until I sat my butt down in a chair and started to write it. I made a coordinated commitment to ACTION, a conscious choice, and then a commitment to that choice in the form of massive action.

It doesn't surprise me that these “attraction” books sell millions. The books that promise the easiest roads to wealth do well because, like sex, easiness sells. Events of wealth sell. Process does not.

Yes, positivity is favored over cynicism. Belief is the starting point to change. Visualization is crucial. Yes, if you don't believe you can do it, I've got news for you-you can't. This stuff isn't new, it's OLD.
While The Law of Attraction is a nice hammer in the toolbox, its flaw is that it ignores the real secret behind wealth, the real secret that transcends all wealth, all people, all cultures, and all roads-and that is the Law of Effection.

The Law of Effection: The Fastlane Primer

The Law of Effection states that the more lives you affect in an entity you control, in scale and/or magnitude, the richer you will become.
The shortened, sanitized version is simply: Affect millions and make millions.
I'm using “effection” as a noun meaning “creation; a doing.”

A while ago, I wrote an article titled The Shortest “Make Millions” Article Ever Written. Guess how long the article was? A paragraph? Maybe a sentence or two?
Nope. Just two words.
And those words?
Impact millions.
Impact millions and make millions. It doesn't get any simpler than that!

In other words, how many lives have you touched? Who has benefited from your work, your assets, and your handiwork? What problems have you solved? What value are you to society? If you're working the front desk at a hotel, you simply aren't making much of an impact, and your bank account will represent that same fact. The amount of money you have (or don't have) is a direct reflection on the amount of value you have provided (or not provided).

Effection Is Scale, Magnitude, or Both

If you sell 20 million pens and make 75 cents profit on each, you just earned $15 million. This is having an impact on SCALE with tiny MAGNITUDE. Obviously, selling a writing pen doesn't have a major impact on anyone's life. The wealth is transmuted via SCALE, not magnitude.

Conversely, magnitude is having a great impact on a few and within our Fastlane wealth equation is reflected in UNIT PROFIT. Price always reflects magnitude.

If you can combine both scale and magnitude, we won't be discussing millions but billions. Donald Trump makes an impact on both magnitude and scale and therefore is worth billions.

Follow the Money!

the Law of Effection is absolute.
Show me any self-made billionaire and I will show you a person who has touched the lives of many in scale or magnitude.

A rapper sells millions of songs and is paid millions.
A lottery winner wins millions because millions entered the drawing.
Retrace the source of millionaire money and you will find millions of something.

The more lives you impact, directly or indirectly, the more wealth you will attract.

Big Wealth Follows Big Numbers

In 2009 Alex Rodriguez signed a $240 million contract. How exactly is that justified? Simple. The Law of Effection justifies all wealth. Alex Rodriguez, via baseball, entertains millions. He leverages SCALE.
This is the same for any professional athlete. They get paid millions because they entertain millions.
A comedian who makes millions laugh gets paid millions.
The corporate executive who facilitates a corporation that services millions gets paid millions.

If you want to get rich via intrinsic value, you must do it via the Law of Effection. Get into a position to impact millions. Become indispensable and irreplaceable like an athlete, entertainer, or a top-brass executive.

Make a giant impact a few times or make a small impact millions of times.

Chapter Summar


PART 6: Your Vehicle to Wealth – YOU


CHAPTER 22: OWN YOURSELF FIRST

Events and circumstances have their origin in ourselves. They spring from seeds which we have sown.

-- Henry David Thoreau

The Paralysis of “Pay Yourself First”

You are the vehicle to wealth. You are mechanism for movement. You are responsible for making the journey and the first step in taking charge of you, is to own you.

If your primary income source comes from a job, your ability to pay yourself first is paralyzed because the governments are paid first! For “pay yourself first” to be legitimate, you truly need to pay yourself first in infinite amounts and the government last. You must own your vehicle.

To Pay Yourself First, You Must Own Yourself

You can't pay yourself first if you don't own yourself. Your vehicle (you) must be free and clear. When you have a job, someone owns you. And when someone owns you, you aren't paid first, but last.

Chapter Summary