014 — Justin Successfully Helped Launch a Client’s Startup That Generated Over $150,000 in 17 Hours

[00:00:00] Christina Hooper: Hey, busy business people. I am here today with another entrepreneur taking action, Justin Richard, he is a true marketing pioneer who hit his claim to fame at an early age of 24 by successfully helping a client launch a startup that generated over $440,000 in the first 30 days. And I'm going to pick his brain to see how he did it.

[00:00:26] Okay, so to kick things off, right — Maluna Premium Coolers is a successful company. Not only in its first 30 days, but its first day generating over $150,000 in its first 17 hours. How on earth did you set the groundwork for that kind of success? Like that didn't just happen on. 

[00:00:49] Justin Richard: I mean, the biggest thing for making any brand successful is really matching the product through a mass desire.

[00:01:02] That's the most important. And then you articulate each of the features in the shortest amount of time as possible. So as long as you could match the product through a mass desire. Inevitably, you'll always be successful, and I can go into what amasses are if you want. 

[00:01:23] Christina Hooper: Yeah. Let's explain that a little bit, because I know I've heard versions of that, like product-market fit and things like that, but I know it's something that if you don't get that right, everything else kind of, like, you've really struggled hard to get it to succeed. So, yeah, dig into that a little bit. 

[00:01:39] Justin Richard: A hundred percent a company will never be successful if it doesn't match their product with the masses, are it won't work? It will only work if the mass desire the product goes through the mass desire. So a definition or a way I define mass desire and the way I define a mass desire is I don't like ideologies.

[00:02:10] There it's something within human nature that doesn't stay stagnant, but it also doesn't change very often. A similar meaning like, someone could have a great large, great population of people, could all have the same belief, but this belief will probably stay for, it could go for, it could go, I think, as short as like somewhere around like a decade and it could be as long as the century, but they do change.

[00:02:47] So what do I mean by that is what practically speaking is a masses art could be health, beauty, wealth - travel's a big one right now. Outdoor adventures is a big one. Environmentalism is a big one. I think these also could be explained as ideologies. And I think the best way to explain it is that, eh, maybe a hundred years ago, we looked more attractive if we were pale.

[00:03:33] And today, in Western culture, people find people more attractive when they're tan. So they do change, but it takes a long time to change. 

[00:03:48] Christina Hooper: Well, even that example, like while there's change, the foundation behind the change was the same. It's like some outward indication that you're living the ideal life.

[00:03:59] You know, like if you weren't out working in the field and you spent your days indoors, you were pale. So being pale meant that you were living the good life, you know, and nowadays it means that you're not trapped inside at a desk all day long. You're tan because you're out living your best life, not stuck inside working all day.

[00:04:17] So it's still I think that maybe kind of what you're speaking to is like an indicator of living your best life. Like, that's, you know, that may be it. Does that make sense? Does that fit? 

[00:04:29] Justin Richard: That makes sense. That's, and that's one of the many ideas, many mass desires, There's normally not much there's, there's probably like in the end, there's probably only like 20 or 30 mass desires and every successful product, whether it goes through shampoo, toothpaste, watches, clothing. You have to have it. Absolutely. Here is a good one. 

[00:04:58] These are all products we've been doing and coolers, mattresses. If you put that product through the mass desire, say as what we said, outdoor adventure, travel, oh yeah, health, beauty, wealth, if you put that product through that mass desire and say, eh, pretty much, you're saying that if you buy with this watch, if you buy this core, you are going, you are buying also that mass desire.

[00:05:38] Christina Hooper: That makes sense. I've never, I don't think I've ever really thought about it that way, but it's like, in my mind, I'm sitting here running through some of the most successful products or marketing campaigns that I've ever seen. And yeah, I think they all do that. I mean, they all talk about, like, yeah, the Casper mattresses, it was one of us think about, or the purple mattress.

[00:05:56] I think Harmon, like pretty much anything Harmon brothers has ever made videos for, they all had some component to that. 

[00:06:04] Justin Richard: They attached the mass desire to sleep, which you could, of course, argued that it goes a little deeper, which is health, right, so...

[00:06:13] Health, happiness, 

[00:06:14] Christina Hooper: energy, success, success. Yeah. That's what it probably attaches to you.

[00:06:19] So the mass desire is probably more in like success in life or in business, depending on what market you're talking to. You like getting a good night's sleep, sets the stage for a successful day. So yeah, that's probably, oh, wow. I'm going to be like thinking about that one for a little while. It's like, I think I've been telling people the same thing, but not in that same way. And I like how that, I like that. That's a really good little nugget. 

[00:06:46] Justin Richard: Yeah, I had another couple of good examples is like Yeti Coolers. There is there might be a hundred high-end cooler companies, but Yeti Coolers is a billion-dollar company. They absolutely, totally outperformed all the other cooler companies. Why? Well, they attached their mass desire to outdoor adventure.

[00:07:14] They're all about outdoor adventure. You can look up their videos on YouTube, and they have YouTube videos where there's someone, you know, they have brand ambassadors like John Shockley who lives in a shack all year round that goes skiing all winter, full time. And then he goes river rafting in the grand canyon all summer.

[00:07:37] Yeah. So you're 

[00:07:39] Christina Hooper: almost kind of playing into that lifestyle component too. Like this is a, you know, yeah, it would work for the casual outdoorsman, but these are built for people that live outdoors. 

[00:07:49] Justin Richard: Well. Yeah. Well, it's an aspirational brand, so like they're inspiring. Say the nine to fivers. If you buy a Yeti Cooler you are getting you're that much closer to living a life like John Shockley that you're scared to live because you don't know like you have to throw out having a job at all of that to live the life of being able to ski full time, and then being able to river raft to really go and do what you truly love.

[00:08:23] And Yeti is saying that to everyone that has the true love of outdoor adventure, you, go, go do what you love as, doing outdoor adventure. So that's, that's the mass desire. Yeti puts his outdoor adventure. Another one, like MVMT movement watches, movement watches. They they're all about extreme...

[00:09:03] Christina Hooper: Aspirational identity in a way, isn't it? Like a mass desire of reaching an aspirational identity, whatever that is. 'Cause it's like, I mean, I have one, I have one of the Samsung Smart Watches, and it's like, I'm never going to be somebody who runs marathons, you know, but like being somebody who's fit and being able to see my steps.

[00:09:27] I feel like that's going to get me some it's really, I mean, the reality is it's probably not, but you'd get one 'cause you think it will. You know, this isn't going to turn me into 10,000 steps a day kind of person. Like I don't even have a thousand steps a day. How sad is that? But yeah.

[00:09:41] Justin Richard: Yeah, they, well, they, I looked at them, you know, they attach their product to the mass desire of, of travel and like extreme, extreme adventure.

[00:09:51] Like you see people skydiving out of out of jumping out of airplanes. Riding a helicopter, with the doors open. And then you also, you see them in like all these lavish cities all around the world, whether it's in Dubai or it's in New York City. So they kind of put like that -- they kind of mix that travel, mass desire and then like also like the extreme sports cause that's a little bit of mass desire right now, too.

[00:10:26] I like it. 

[00:10:27] Christina Hooper: I like a lot of that. Now. I know we just talked about Yeti Cooler a little bit, and I, one of the things you had said was that you feel like, you know, your client Maluna coolers could have grown like much larger and even been Yeti's biggest competitor, but your team had low energy. Like, can you elaborate on that?

[00:10:42] That's a kind of unique take on that, that I don't think I've heard before. 

[00:10:47] Yeah, 

[00:10:48] Justin Richard: So, it was, it was pretty, it was pretty successful right out of the gates. So I think the one big overarching component of making sure you have a successful brand or a successful company is attaching your product to who the masses are that goes with services too.

[00:11:11] That's, that's important too, now another big component, which identified over the years after Maluna Coolers, I didn't realize that, at that time, I just didn't, I didn't know about this, this genre, this, this area of business life is, is having good energy. That's also, I, that's probably the most important component I think of having a successful company is having great energy because when you have great energy, you will easily go from problem strategy to solution.

[00:11:50] The person who has the best energy goes through that cycle, the fastest, and they go through several of them more often than any other one. So all of life is just a three cycle process problems, strategy, solution, and the problem, that's it. That's all it is. And the biggest problem is that, for some reason, a lot of people are nurtured.

[00:12:24] to think problems are bad. Problems are very good. Because when you identify the problem, then you could go to the next step strategy. And when you strategize, you could, then you could go to the solution, 

[00:12:39] I'm like over here in jotting that 

[00:12:40] Christina Hooper: down, man, that was a writer downer as Ryan Deiss likes to call it like all of life is problem strategy, solution.

[00:12:48] And problems are good. 'Cause as soon as you identify them, you can move forward. Dude, I am literally writing it down? I know what you think. I'm not paying attention. It's like going on my notes over here, man. That is like, that is gold right there. 

[00:13:02] Justin Richard: Yeah. That's that's it just, just identify the problem now.

[00:13:09] How do you identify the problem? Normally the thing that you're trying to stray away from, or avoid or just, it, it causes pain when you think about it, that's what you want to think about the most. What is that pain?

[00:13:33] Christina Hooper: I am like, so making notes, I love this. All you young people nowadays, man, you take complicated stuff, and you're like, why? It's not complicated. It's just this like what?

[00:13:46] Justin Richard: Yeah. 

[00:13:50] Christina Hooper: Man, I love that. That is so awesome. So like I know part like you just talked about how, you know, you kinda back then, you didn't know this was a thing now, you know, this was a thing. And I know you've worked with a private coach to kind of help you get through that. How on earth did you go about finding a private coach that could help you with, like, hey, this is, you know, we're at where we want to be.

[00:14:09] How do we get there? Like, how do you find that person?

[00:14:14] Justin Richard: Yeah. You know, the biggest misconception is people think, to get the, to focus the majority of their energy, like getting really good at a skill -- false. Don't do that. Get really good at having a healthy mindset. And that was my biggest mistake at that time, you know, Maluna Coolers that at that time, it was in 2017 was quite a, quite a bit, quite a couple of years ago, or however you can say.

[00:14:50] And when I embarked on this journey to become a really great marketer. I worked, I must've been doing 80 a hundred, a hundred-plus hours a week studying and practicing those studies on what makes friends experience the most success. And then, after Maluna, I started noticing.

[00:15:20] And I even during Melinda, I was noticing, I was like, there's something missing here. I'm really good at, like, I'm starting to get really I man, compared to now, it's like, eh, I didn't, I was getting really good at marketing, but there was something I felt that was missing. And, a lot of the brands were very interested in working with us.

[00:15:54] So it was, I was able to afford to start building a team, and I was having a very hard time building a team. I was having a very hard time of people wanting to work with us. That sort of thing and working with the right people. So that's where I started because I was like, how do I get really good at relationships?

[00:16:27] That was my question. And some way, or how, and I was like, I don't, I also don't really enjoy my life entirely doing this at that time. So somewhere along the lines, I connected the dots, like, let me, let me, let me see a coach like what's a coach about,? Let me go embark on a coach. So I just, I just called, like, I call it, like, there was a, like one week I called probably like 50 coaches, you know, I just started Googling, calling, calling, leaving my number.

[00:17:03] Probably went through four to six of them. And then I was like, you know, this is a little, at that time, at that time, it seemed expensive. And I was like, ah, about a month later, somebody calls me who's my coach still today. And she was just able to do something where in the first five, as she called me at like eight o'clock at night I was just leaving my little mini-office.

[00:17:39] I was, I now at this time I was just 25, and I was just like stressed, I was pissed off like distressed and pissed, and like, I had the whole world. I had all the opportunity in the world. I was working with Paul, the founder of Kinko's. I was working with him multiple times a week. I'm going to invest their pitches, invest their pitches with him to see what company I going to market.

[00:18:07] You know, I just made Maluna 441,000. I mean, I had an older office as it should be. I should have a company I could have, if it was an energy problem, I could have, I would have been having a company that's doing 10, $20 million right now a year, but I had this energy problem. She calls at like eight o'clock at night.

[00:18:31] And I just, she just, she just stopped. Like I just, all of a sudden, I went from a totally unconscious of my negative thoughts to becoming conscious where I was hearing almost every word she was saying, hour later, I'm breaking down and crying. You know, that whole thing.

[00:18:59] She started putting, she put just from that first phone call, she put a bunch of seeds in my head that made me think of thoughts that I never thought about before. Wasn't conscious, but I was like, I'm going with this person? It just that's where?

[00:19:18] Yeah, unconsciously. I was like, I'm going to go forward with this. And, three to five years, what's our average life span, 80, 80 years, spending a time with a coach for say, three to five years will change your life forever, and you'll have the best life that you ever wanted to have. Why would that stop you from doing that work with a coach?

[00:19:50] Yep. And 

[00:19:52] Christina Hooper: I've been a big believer in that. It's like, even if you don't like, even if you can't afford to work with a coach, there are so many people that will give you an hour of their time. Like if you are trying to get to that point where you can afford to coach, go pick someone's brain, be honest with them.

[00:20:07] Say like, I'm not at the point where I could hire you. I wish I was, but I want to get to that point. Can I talk to you for an hour? Like, I don't know, hardly anybody that says no to that. And I mean, I've done that for, that's how I built my business. And I went to people, and I'm like, I need to solve this problem.

[00:20:23] I can't pay you to solve it yet, but I need advice. Would you be willing to help me? And like, they'll give you an hour. Like, that's how I grew my business in the early days. And it's like, just, don't be afraid to ask questions and talk to people and take the advice, you know. 

[00:20:37] Justin Richard: If you live in America, everybody could afford a coach.

[00:20:42] There's 

[00:20:42] Christina Hooper: some people that can't. So there's like some early-stage businesses, like, especially nowadays, with COVID, especially because there's so many people that were yeeted from corporate America and didn't really have a choice. And now they're like with a family, and they're trying to build a business and like depends on your age and your responsibilities and stuff.

[00:21:00] There are some people that they can't afford depends on the coach, too. Most of the coaches I'm thinking of, I mean, you're talking to at least $1500 to $2,000 a month investment minimum. Really gonna learn, you know, way more than that. So like, I know some people, they can't do that yet, but I mean, it's not hard to get to that point.

[00:21:16] You have to set that goal, and you have to get to that point. 

[00:21:20] Justin Richard: You just don't want to think about, instead of saying, you know, this is, instead of for the people in those financial situations where it seems, it appears, very difficult to afford it. And I'm saying this because I was in a place that I don't think most people, I don't know of any person that was in that big of financial trouble.

[00:21:52] At least when you're, when it appears that you can't afford it. I simply ask yourself, and maybe it takes a little bit of time, but how can, how can you afford, how can you afford the coach? 

[00:22:14] Yeah, 

[00:22:14] Christina Hooper: I think it's a good way to kind of phrase that, instead of just saying I can't, how can you doesn't mean there aren't people that are at that point where they can't, but I feel like it's definitely something you need to look towards.

[00:22:24] And like you said, go talk to a bunch. Don't just pick one and go talk to a bunch of coaches because you have to build a connection with a coach. This is somebody who's going to get into your dirty laundry. They're going to help, you know, they're going to see everything you're doing wrong, and they're going to have to help you fix it.

[00:22:38] And if you don't trust that person if you don't build a connection with that person, it doesn't work. Like it just doesn't work. You know, I see too many people that have hired people just because their coaching pedigree was good, and they didn't really like connect. I feel like that's really important with coaches.

[00:22:54] You have to connect. And I love hearing that that was part of your story on someone that helped you. So I know we're kind of getting to the end of our time here. So I want to give you opportunity just to talk about you, talk about like your company, who you like to work for and where does someone go if they want to find out more about you, 

[00:23:10] Justin Richard: What would be the most helpful for listeners for your listeners to hear?

[00:23:16] Well, 

[00:23:16] Christina Hooper: I mean, just like what I know, like you help other clients get results, like what you did for Maluna Coolers. I know you're launching some new stuff too. Like who's a good fit for that kind of stuff. And like, do you have anything up online where they can go, and kind of learn more? 

[00:23:31] Justin Richard: I just came out with an article, an article just was published on Forbes talking about how, you know, you could probably pretty much how you can lower, pretty much how you can better market your brands by conducting, by conducting proper market research.

[00:23:55] Christina Hooper: So you mostly work with product brands or service brands? 

[00:23:59] Justin Richard: Product brands. Shampoo, hair dye, high-end coolers, sopa, there's a lot of bar soap where there's no shampoo anymore. Like there's no bottle. You just use the bar on your head, and it works just as well. It's great. 

[00:24:17] Christina Hooper: so...

[00:24:17] So product companies that are doing new and inventive or big personality kinds of things, like they're not trying to be a commodity, they're trying to be. Stand out in their market. 

[00:24:31] Justin Richard: You're challenging the status quo a little bit of what just makes more sense for how we use products today. 

[00:24:41] Christina Hooper: Okay. Do you have a website or anything anybody can visit? 

[00:24:45] Justin Richard: Yeah, the loyalpandas.com. 

[00:24:48] Christina Hooper: Okay, I'll have a link to that. Wherever you guys are watching this episode from all over the internet, we're going to be publishing it. There'll be a link somewhere near the video. 

[00:24:57] Justin Richard: So, yeah, I think I, you can, I mean, we’ll go into our website and about three months from now, which is I think October 10th, we're coming out, we're going through three months of branding, right now with another team, which will launch a brand new website for us.

[00:25:19] We're coming out with a lot of different social, pretty much we're going to look totally different. What we're doing right now is where building the structure of how we could deliver a service very similar to what I did for Maluna Coolers. At the time when I did Maluna Coolers, it was pretty much where I have to gain this experience.

[00:25:45] I have to figure out I have one question. And one question only from when I embarked on this journey five years ago was what makes brands experience failure, gradual growth, or rapid success. And then I went on, I did Maluna Coolers. I saw exactly what makes brands received massive success. They could have that company, I could say, would have made tens of millions of dollars very shortly after that. 

[00:26:23] But the problem was is although I figured out how to do it, I didn't have the structure in place. I didn't have a team to do that. In order to do that, I think you really have to have at least 10 full-time employees to be able to, I mean, at the minimum, I'm looking to bring on about 50 to a hundred employees in the next one to two years.

[00:26:52] And that's, and we're also building the structure right now for us to be able to start delivering brands. A structured service to very similarly to what we did for Maluna. So it's really exciting, for this, for this year, for the next three months, essentially we're building out all of our, all of our assets, our social, our advertisements, our website, our presentation, the questionnaire.

[00:27:25] When we first get on the, when somebody gets on the phone, like when we get on the phone with prospects to qualify, to see if we should do a presentation, presentation questionnaire, the advertisements our publications, like Forbes articles, that sort of stuff. And yeah, we're working on all of that in the next, that should be coming out at the end of this year or, at least, like in January, February, at the very latest, and that's where we'll begin to start carrying out that similar service to what we did for, Maluna.

[00:28:01] So, yeah, it's taken a long time. It was, it was quite a, it was several years to learn. Okay. How do you make really great relationships? How do you have really great energy? And then the next was like, okay, how do you, you know, to build a company it's, it's very simple. And Ray Dalio, who wrote principles, made it very crystal clear, you have your goals, you have the machine, and then you have the outcome.

[00:28:31] And the machine is people and systems. So over the years, I went on to learn, okay, who, what are all the different job titles? You can't just hire? You can't just hire people and put them anywhere. You, you have to make sure there's good parameters. So that way not too specific because then, you know, then they can't live their life.

[00:29:00] They, you know, you want to make sure they, they could really grow. You want to have a good company where they can grow like Google people, really growing in Google. So you, the job titles have to be, have specific parameters, but not too specific. So I had to learn, okay, what are, who are all the people that have to be hired, and what are

[00:29:24] all the systems that have to be built for us to have a good running machine to get to that outcome. And ultimately, our outcome is, too, deliver brands, extremely successful success stories, much more than Maluna. So we're looking to bring companies, for like brands like coolers, shampoo, we're looking to bring those companies from doing, not something like a zero to 441,000.

[00:30:02] Our goal is really our goal that we would like to have as an outcome in the next couple of years is for brands to experience growth from 1 million to 10 million in one to two years, 10 million to 30 million, in one to two years. We would like to be the ones who are responsible for doing that. 

[00:30:24] I love those. It's like guys, there's a takeaway here, like, I don't even think, I don't even think you realize you're doing this, Justin. Right. But like, what he did was he took an unconscious capability, a superpower, he used it for a client, and it works really well because it's his unconscious capability. And then he went back, and he's dissecting how that happened.

[00:30:46] And he's using that to build a business model. And that is genius. And I don't even think you realize you're doing it.

[00:30:58] because it is something so many people struggle with. You know, it's just something that so many people struggle with. So I hope that everybody listening, all you entrepreneurs that are kind of like, we all have unconscious capabilities. That's one of the things I tell people all the time, we all have superpowers. We all have them.

[00:31:13] We have things that we struggle to scale up because we don't realize that to the rest of the world, it's so much harder than what we think it is. You know? So scaling it up is always tricky. So I love that we've modeled that. Nope, it is. It is. It is. It is. It's not, maybe not as hard as I think it is, but it's harder than you think that, you know, it would be for them.

[00:31:38] That's one of the things I've learned in the superpower world. You know, it's like when you're really good at something, dissecting it and training someone else to do it is really hard because it comes easy for you. And you have to really look at, like, what am I doing? The other people don't 

[00:31:57] It's so hard. That's one of my things. That's like one of my things I walkthrough, we get people through all the time is how to take your superpower, build a business around it because it's so hard for most people to do and their steps, they just don't think about it because it's 

[00:32:11] just easy, you know?

[00:32:16] That's just, yeah, just, yeah, I guess I sat there and then for every segment, every little category, always hire a people, hire everyone that will, for each of those segments, that's going to do it better than you. 

[00:32:34] That's one thing I've noticed like you hire 

[00:32:38] someone, you put them in that place, and they're going to do it better than you do because that's the only thing they're focused on.

[00:32:44] Yeah, we hired an amazing designer. And one of, we have like this wild brand that's coming out to like, describe who we are. And one of, one of the things that we're going to display, it's like this 3D modeled nineties phone, you guys will see what it will come out to be if you check me out, in three months, I can't explain that now.

[00:33:05] It won't make sense. But we hired an amazing designer. He built this 3d model nineties film that's so well detailed. And he did it in four days. We hired a copywriter too recently. These are all full-time positions, by the way. And we hired a copywriter too recently, and she was originally in law.

[00:33:30] And I feel like there's some copywriters, like really, like I was gonna go down to something that's probably. That's the thing I'm probably out if I pick one specific thing. And wow, there's some, there's some parts about what she's doing and copyright, we just, we just hired Charlotte, and she's already doing, there's parts of copy.

[00:33:56] She's doing that. I'm like, wow. I think she's already doing better than I am. You know? We have another copywriter starting on Monday. Wow. I mean, at least four acts better than I could write copy, that's for sure. I mean, the way she does a market research and her level of intelligence it's incredible.

[00:34:20] Absolutely incredible. So yeah, just go see what, really it's like, what are your goals? What do you really want to offer the world to make it a better place? I think just, just do the research of categorizing each segment of what has to be offered or what that product is and then just hire for each of those segments, that's it.

[00:34:51] You're 

[00:34:51] Christina Hooper: so much fun. I love this. Thank you so much for doing this with us today. All right, guys, entrepreneurs, when you're listening to this call, this is your call to take action, right? Join our community@etatoday.zone and learn how to build a business that enables your lifestyle instead of taking over your life.

[00:35:09] We collect people just like Justin all the time that are sharing their little nuggets of wisdom that have walked before you, and they're doing things you haven't done to help you do that path better and faster. So check us out and until next time, bye.