Million Dollar Days

Why You Need to Build a Personal Brand

• Robby Choucair and George Passas • Season 1 • Episode 74

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Most business owners know they should build a personal brand — but don’t. Why? Fear of judgment, camera anxiety, perfectionism, and limiting beliefs. In this episode, George and Robby dig into the real reasons people hold back and how it’s silently costing them revenue and opportunities.

When you share your expertise, you're not just promoting yourself—you're creating valuable connections with potential clients who already feel they know, like, and trust you before your first meeting. This pre-built relationship dramatically shortens the sales cycle and deepens customer loyalty. Beyond direct sales, personal branding opens doors to sponsorships, collaborations, and partnership opportunities that wouldn't otherwise exist.

They explain how to overcome common mental roadblocks, why messy content beats no content, and how confidence grows by taking imperfect action. You’ll hear practical examples, relatable stories, and real business results from personal branding done right. If you've been waiting for the perfect moment to start, this is your sign to hit record and build your influence.

George:

Do you know what's going to be sick? What? When you get a Lambo and then you take a photo in front of it. Like when you rock up to the office and you've got your new Lambo and you take a photo up in front of it and you're like, hey, you want this, you've just got to do what I do and be inspirational and be amazing and one day you too can have a Lamborghini.

Robby:

I can't wait for people to take photos in front of it Even more so. Zoom in on the plate. Yep, zoom in on the plate.

George:

I can't wait to charter a jet and then just take photos so I can post it on my social media account, so people can see me flying a jet. Oh, you're going to fly it. No, not flying, probably won't fly.

Robby:

What.

George:

I'll just be a. Are you on the ground?

Robby:

Yeah, photoshop the window. That was me shooting. Speaking of jets, right by the time this episode airs, we're going to be in these states. We'll be jetting Jet setting away. I found that a really interesting fact.

George:

Before you get into your interesting fact, you'd be concerned that all these fucking planes in America are just blowing up and crashing into each other and fucking helicopters coming left and right.

Robby:

This is not a verified statement, but I want to believe it and it's this, it's about that. So did you know that every single issue that's happened with the plane, apparently female pilot, come on, every single one. Dude, come on, I'm just dude, come on, come on, I'm just saying people are going publicly and saying I haven't done any research, I haven't looked into it Seems true.

George:

Seems true, I'd believe it yeah.

Robby:

You know the plane that flipped female pilot Just trying to reverse park. No one got hurt in the plane. Apparently seriously, all female pilots. There you go. Can we verify that somehow? Look, all I know is that if I sit on the plane he's picking up his laptop. Do it, do it. It's fact check. I've got no idea. I just heard someone say it and it was a very serious conversation.

George:

What do you do? Are you going to get on United Airlines and you?

Robby:

see a female pilot.

George:

Yeah, I'm getting off.

Robby:

I'm not gambling, I'm not a punter, I'm not interested in that. But yeah, that was the fun fact. And am I concerned? No, me either. What are you going to do, like?

George:

if that happens Hell of a story. Make sure you post it to your social media account. Yeah, why? Because it's important to build a personal brand. Go out like in a blaze of glory.

Robby:

Oh, like going doing an IG live. Yeah, hey, everyone Do it. It's been flown around by a female pilot. Did you see how many? So that plane that flipped, yeah, that person that recorded the video walking out of the plane.

Robby:

You've seen that plane yeah yeah, yeah, the video's gone viral. Yeah, did you see how many shares he had on the video? No, dude, it was like I think it was like hundreds of millions of shares. Yeah, right, yeah, yeah, it was like an insane amount of. Did you see the way the lady groped? I saw, no See what, like the lady. So the plane's upside down, yeah, and the lady's getting out of the plane and the other lady kind of pushes her from the butt, yeah, and everyone's like whoa, she really probably didn't even need to be touched. Nah, I would have pushed her, I would have kicked her, yeah.

George:

I would have pushed her, I would have kicked her. Yeah, she was like Get the fuck out of the plane before it blows up. Move bitch. Yes, would you be there grabbing your laptop? Hang on, I'm going to just get my phone. Hang on, drop my AirPods. Let me go get them, because I was, as will barrel, rolling down the- Me.

Robby:

Would I do any of that? Yeah, probably not. Yeah, I don't think. What if the thing blows up? What if you're trying to get?

Speaker 3:

your laptop Exactly.

Robby:

People are fucking dumb. Yeah, just get us off this plane, dude. Get us out of here. Who's trying to get their laptop?

George:

I heard that. I heard it was people trying to get their possessions. Just get us off this thing. I'd be the bloke at the back, just flipping out at the front because, fuck, I'm going to fly at the back of the plane, heard. It is the safest place to be seated.

Robby:

I'm definitely when I pick my seat. I'm definitely.

George:

Definitely at the back. But anyway, I'd be that type of person that'd be like oi, get the fuck out of the way. I'd kick people, I'd kick.

Robby:

Yeah, I'd be very upset. I'm upset now hearing that it happened.

George:

So, yeah, I wouldn't though I'd be the guy that got millions of views on my video for filming it, though, because you know the power of building a personal brand, that's right. That's right, which leads us into our amazing topic for today, and that is the power and the necessity, if you are in business today, to be building a personal brand, and so many people that we coach, that we mentor, like we do this at all of our events we'll put your hand up. If you've got a personal brand and I don't mean one with you and your kids, and sometimes you take some photos on holidays and your food and all that sort of shit but that is a personal brand. It is to a degree, but it's not as strategic, like I'm talking a proper business brand that you are doing for a purpose, not just hey, check out my breakfast, my smashed avo. It is a genuine thing for us to generate revenue for the business, and it's very rare that people do that.

George:

I think there's less than 5% that put their hand up, similar to when you say who's running paid ads. At the moment, you're generally getting 5% or less of the room that run paid ads, and even the ones that are running paid ads. I've never come across someone that you've selected that says and you do your example with them on stage where they go yeah, wow're killing it. You're spending a decent amount on ad spend per month. There always are. How much are you spending? 250 bucks a month? Okay, and I love the example you use too.

George:

It's like you have a big pot of soup and then you put a pinch of salt and then you try and see if you can taste the salt, and nothing's there.

Robby:

Yeah, dude, I reckon I've gotten very good at using analogies that are very relevant. Relevant, like I was talking. Do you know what cro is? Conversion rate optimization? No, okay. So I'll give you an example. Conversion rate optimization is. This might go over everyone's head, but cro is basically working on a website or landing page to help it convert better, yeah, yeah. So if you've got a landing page that's not converting or a website and you're like man, we get all this traffic. We don't really get any leads. You need a CRO expert.

George:

Yeah.

Robby:

And then I was talking to someone the other day and they're like I've got no idea what you're talking about. And I said, dude, it's like when you have a leak, you get a leak detection expert. Yeah, you don't go and say, go hire Joe Bo Plummer. Yeah, you generally get the person who thinks and then you get someone else to fix it.

Speaker 3:

Yeah.

Robby:

This is the exact same thing and I was explaining that to someone else. He's like I like that analogy. Thanks, Thanks.

George:

Yeah, it's definitely man, and you can start to refine so much of the process and how you teach people and how you go through that and show them the analogy, show them the logic behind the madness. It's not just acronyms, acronyms, acronyms. There's people that do that too, do which.

Robby:

Talk marketing, speak or talk. Yeah, I don't mind marketing speak.

George:

I don't mind showcasing your intelligence in that regard.

Robby:

Yeah, but are you that intelligent if you didn't understand that the room wasn't going to understand?

George:

You're just probably untrained, that's what I'm saying.

Robby:

Yeah, when it comes to that, it's like you walking into a room and saying I don't know what you'd say these studs in the wall are not straight, straighten them. Yeah, straighten the studs in the wall and not straight Straighten them.

George:

Yeah, straighten the studs and the walls, do it now. Is that builder speak? No, is that? I thought you were wearing a hard hat for a second. So, yeah, well, I mean a way for you to communicate that, too, is through a personal brand. You don't necessarily have to be speaking on stage. You can still be a person of authority just from speaking into a camera. Why do you think that 95% of people out there, business owners specifically, are not building a personal brand? Why do you think it is?

George:

And when I say personal, brand I don't mean like you've got one profile for your company and then you're the face of that profile. That's not a personal brand. I mean your brand is Robbie Chiquere of that profile. That's not a personal brand. I mean your brand is Robbie Chiquere, george Passis, that is your personal brand. Why don't people build it? 95 has said. We've been in plenty of rooms across Australia spoken in front of thousands of people. Now why don't they do it?

Robby:

I think there's lots of reasons.

George:

Let's go through the top five reasons why people don't do it, and then let's go through the top five reasons why people don't do it. And then let's go through the top five reasons why they should do it.

Robby:

Okay, I think effort is a big one. Yep, so CBF, it's effortful. Cbf, that's the one. Yeah, that's a very-.

Speaker 3:

If you don't know the acronym, Google it Professional term.

Robby:

Yeah, I think another one is like fear of camera.

George:

I think that's a huge one too. Yeah, it comes down to people being really self-conscious, you know not. Oh, I don't look good, I'm this, I'm that. The lighting doesn't look good, it's not professional, getting in their own way.

Robby:

Yeah. Do you think people try to be too perfect with their videos.

George:

I think that probably touches on what you just said because if you're trying to be too perfect, well, why?

Robby:

and also your interpretation and my interpretation of that's going to be different as well yeah, yeah, but for them it's perfect, to them not perfect yeah, for you.

Robby:

Yeah, um, I had one, I, I just forgot. Oh, like you're limiting beliefs, like in the sense of like, maybe this isn't going to work, maybe this is not, maybe this is sucks, maybe this is not worth it. Yeah, Because, as well it's or maybe I'm not a smart, you know what is someone that's a good one. Yeah, that's right. You know what I mean? I had a builder do that to me once, dude. I saw this post today on LinkedIn where this guy said so, doge, you know the whole thing. This is do you ever get caught in LinkedIn conversations? Not really. Ah, dude, I just Big fan of LinkedIn.

Robby:

Big shout out to LinkedIn. I've been going hard at it for the last eight hours. Got this black dude who likes all my shit. I'm freaking out sick loves it.

George:

He came to the success conference, did he? Yeah, yeah, I remember because he added me what was I going to say?

Robby:

ah, yes, doge. So this guy put up a post saying blah, blah, blah, would Doge be good for Australia?

George:

you know what Doge is? No, tell me the department of government efficiency. Yeah, that's what. What's his name? So, which would be good for Australia? You know what Doge is? No, tell me the Department of Government Efficiency. Yeah, that's what. What's his name?

Robby:

So they're pulling apart all the government spending, the government budgets, and they're like finding out that there was $250 million on transsexual animals. Blah, blah, blah.

George:

Yeah, just stupid shit.

Robby:

Stupid things, usaid. They thought it was like helping stuff, but apparently it's like helping stuff. But apparently it's like it stands for something. I can't remember what it stands for, but it stands for something else that's irrelevant. Anyway, do you think we need that in Australia? We have one of the highest taxes in the world and we have one of the highest taxes in the world and we don't know where it's going.

Robby:

Do you think we need something like that in Australia so that the government is kept accountable? Some guy came and kind of corrected him in the world and we don't know where it's going. So do you think we need something like that in Australia so that the government's kept accountable? Yeah, and then some guy came and kind of corrected him like really specifically, like you can tell this person works in tax, yeah, do you know what I mean? And corrected him in a way like an absolute douchebag and it's like people have had that fear because he kind of shut his mouth after that. He was like oh yeah, fair enough, like I didn't know that, like, and it's like why are you being a douche? Yeah, I mean, and I think that's a massive fear for why people don't make content, because stuff like that happens yeah go and make a claim I do it all the time make massive matches like massive female drive, female pilots fact um.

Robby:

Hey, were we right oh shit, he's.

Speaker 3:

He's picking up a line. We're incorrect. Ah, there you go. Most of them all have male names.

Robby:

So what.

Speaker 3:

They might not identify.

Robby:

Yeah, come on. What's wrong with you in this day and age? I want to know what their chromosomes are 29th January.

Speaker 3:

Captain Jonathan Campos Sounds like a chick. Captain Alan Alejandro Montoya Parales Definitely a chick. That's a long-ass name, joey Witowski. Joey Joey could be a girl.

Robby:

Oh yeah, 100%, 100%. It's official. You heard it here. First Spread the word. Come and correct me, I dare.

Speaker 3:

And USAID means US Agency for International Development. Yes, which is the trans stuff.

Robby:

Ah, okay, but you would think it's like a thing of helping people. Yeah, it's not, anyway. So, yeah, I think people have a massive fear.

George:

Yeah of being corrected. Or maybe I'm not the expert. What if I'm wrong about this? Who cares?

Robby:

Who cares if I'm not the expert? What if I'm wrong about this? Who cares? Who cares if I'm wrong? I don't go. I don't go spilling facts down people's things the female part of things, real I don't go spilling facts down people's throats and say you have to believe this, you have to believe this, oh I'm right. Like you know what I mean. But like who cares if you're wrong about something? Big deal.

George:

All the time Everyone's wrong about stuff. All the time I could even be wrong about. I've put out content that I thought was true at the time and then a year later said how did I put that? That's just dumb Experience.

Speaker 3:

I learned through that. I was like you know what.

Robby:

That's what I believed at the time.

George:

That's right. And then I've gone out there, learned things and go. You know what? I've changed my belief. I used to believe this and then that's how the video will go. Yes, I'm going to repost that video and say this is what I used to believe. What an idiot. And go back and do content like that.

Robby:

You want to say something pretty cool you want to talk about Of course I do. You want to talk about changing your mind and learning from what you thought you knew Of course, I do, of course. You seem very excited. I can't wait. Who's the biggest personal brand? You know.

George:

As in that I follow or that I actually know personally. Either one man I don't know. There's so many Kim.

Robby:

Kardashian. No someone in the business world.

George:

In the business world, I'd say Grant Cardone, Alex Hormozy, most American type people. What's Alex Hormozy's?

Robby:

episode eight, which was aired in 2017, called I forgot your 40.

George:

Yeah, I know, I need glasses.

Robby:

Episode eight stop branding Stop branding yeah, and he says he goes. I thought branding was a waste of time yeah, but he learned from it.

George:

The same way we do absolutely like. You know what I mean.

Robby:

It is a whole episode, on that whole episode, whole 15 minutes. Yeah, talking about female parts and you've happened on about that today you're upset. I just care about the people and their safety that's right.

George:

Um, I think also, people would be fearful of coming across like an egomaniac. Like they, I don't want to build a person brand because people think I love myself Sort of that embarrassment aspect of it. Do you know what I mean? I'm embarrassed to do that because people will think, oh, I'm just doing it because I want to be famous, I want to be an influencer. But you are. You are influencing people and their decision to do business with you. People buy from people. This is why it's so critically important. It's amazing.

George:

Ever since I started building a personal brand, particularly let's go over the last couple of years, since we've been doing this podcast, since we've been doing live events, we've gone harder on our personal brand. I've had so many people come up to me at events and go man. I've had people nervous coming up to me to talk. It's like, oh man, I can't believe I'm actually meeting you. I've watched all your videos. This is so cool. I'm meeting you in person. Hey, cool, thanks, man, but relax. What's your question? And then, on top of that as well, it's my ability to influence them and have an impact on their life, and I've never met them before, ever. And as a result of that. It builds trust, it builds rapport, and then they're able to do business with me and I'm able to help them along the way too. I think it's a no-brainer these days. Even if I was just doing the construction business, I still think it's critically important me going out there and putting construction-specific content out there to help owners, to help people go.

George:

Well, this is it. And you know what? Fuck it. I'm going to do that. Iggy, we're going to do a video one day. I'm going to make it about. He's not even listening. He's trying to find more female pilots. Yeah, I'm going to make it about. These are the things that you and I've done this before, but I'll do an updated one. Like, as an owner, this is what you need to look out. I've used that video for ages. Yeah, yeah, yeah, that's right, but these are five things, but I'll update that now because it's changed since the last time I did it. So, hey, these are five things that you need to do when selecting a builder. Understand this. This, this, blah, blah, blah, blah, blah, blah, yeah, and then, how much benefit. Like I'm telling clients how to select other builders. Hope you select me, but go select other builders to do their job. How much credibility does that give you? Heaps, heaps of credibility, heaps of rapport.

Robby:

There are so many things that you can utilize that as in your organization and business.

George:

I was going to add something to say to that, but I can't remember what it was. Now, is this for reasons why people don't do it, why they don't build a personal brand?

Speaker 3:

What were?

Robby:

you saying before that Come on, man, we're speaking about a lot of things. Anyway, yeah, I think people are very fearful.

George:

Yeah, I really do. I think that's what gets in their way more than anything else is the fear of being on camera. I've met people who have like a full phobia of it. They start to stutter when the camera's on and can't do this. Yeah, and I've full phobia of it, like they start to stutter when the camera's on and can't do this.

Robby:

Yeah, and I've got people who, like they speak perfectly well, yeah, the suit like hit, go, and they'll all of a sudden like freeze, yeah, like a deer in headlights, yeah, and you're like dude, like just talk conversationally, yeah, you know what I mean. Yeah, you know what I mean. And here's another thing.

George:

You get better at it too, by the way, the more you do it. Communicating is a skill as well. Yeah, yeah, get trained in it.

Robby:

Yeah, get your vocabulary up. If you say the same word, like if you say apparently or actually, over and over and over, yeah, like, yeah, yeah, you know what I mean. It's like Ums and ahs.

George:

People pick up on that. I think I used to do it a lot more than I do now. I used to say ums and ahs. I notice I don't do that as much in videos. That's comfort.

Robby:

When you're saying ums and ahs yeah, no, no, no, no. When you don't, because you don't feel like you need to To pause. Fill the blank. Yeah, fill the blank, sorry, yeah.

George:

A pause is much better than that. I've even noticed that in podcasts, listening back to episodes that we speak about, I don't say as many ums and ahs as I used to back in the day and again. This is because we've been trained in that space. Yeah, but I try and figure A lot of episodes too dude, Like fucking- yeah, yeah, we've done quite a few.

George:

Yeah, too, I've always noticed again because we watch footage back of when we're on stage and again your message just comes across so much more impactful when you win that game as well, when you're just communicating really clearly and really well Using tonality.

Robby:

Okay. So for someone who's listening to this and says, fuck, they know why I'm not making personal brand stuff, Because we've probably hit one of the reasons. Ben, I feel like I had a reason, but I can't remember what it is.

George:

We'll come back to it. We'll come back to it. So what are the reasons we should be building a personal brand?

Robby:

What are they? I'll tell you. I started the last one.

George:

Yeah, money money, money you can make, some serious coin you could sell. I did this during covid, a couple things I did. Actually, once a week I would jump on my company brand not my personal brand, because back then I wasn't building personal brand as much but just when covid start I jumped on and did a live video on my PASCON feed for an hour and the engagement was fantastic. People were jumping on and watching it every single week. And there was one lady she goes, I'm not even in construction. She re-shared it. She goes, I'm not even in construction.

George:

But I enjoy just listening to him talk about all the things and challenges he's going through. I probably should have kept it going. It would have been a real. I think it would have been really looking back in hindsight. I think it would have been really impactful during that time and made some traction with it. Hindsight's a beautiful thing. It is absolutely.

George:

But also when I started Builder Elite, again during COVID, I did a video and it was a COVID policy that I'd put together for the company. This is pre-chat GBT as well, guys. So it wasn't like I went in there and said, make me a COVID policy for my employees, but I made a policy that it was again through my own experiences, through the information that I'd gathered, that I then did an Instagram live I think it was on my personal brand. I think about 20, 30 people had tuned in and then at the end of it I said you know what, guys, I thought about this as I was doing it. Okay, if anyone that's interested, shoot me a DM and I go for 200 bucks, I'll send you this policy. And I sold four, four policies. Very good, I made $800 in the blink of an eye. The blink of an eye.

George:

And it's like imagine you can capitalize on that. So, $800, four people said, yes, I want to give you money because, a you've given me value over the course of this last 30 minutes and B you're a person of authority. You obviously know what you're talking about and I'm willing to give you my money. Let's go Now. Imagine you can capitalize on that and grow from there and so on and so forth. It's an opportunity for you to get more revenue in your business, and sometimes indirectly, not always directly, like that we say, hey, I've got this, buy it. But it can also be indirectly, through someone's watching your videos for a year and then they go. I'm making a decision to come and build with you. I'm making a decision to do business with you. I'm making a decision to come to one of your events and they invest their time, they invest their money.

Robby:

Yeah, I definitely think that is you reckon it's the number one.

George:

Oh no, just five things. It's not a precedence, but I'd say another thing would also be is making yourself an authority. It helps in making yourself an authority in your field because you are by default probably an expert in your field. If you're a business owner, generally you've done some pushups to get to a position where you open up your own business.

Robby:

You don't finish uni, then open business. People don't know what you know. You've got some level of wealth of knowledge.

George:

That's right, that's right. And start small. You don't have to go in and talk about how to broker a multi-million dollar deal. Okay, say, this is how I got the best deal on coffee cups for my cafe. Just like something simple. I'd probably watch that.

Robby:

I'd watch it too. I'd buy heaps of coffee cups.

George:

I'd buy coffee cups and sell it to them. Yeah, I'd watch it too. I'd buy heaps of coffee cups. I'd buy coffee cups and sell it to them yeah, but this is what I mean. You might be able to do a video like that and this is how I've been able to save $5,000 a year just by changing this about my coffee cups. Keep it simple. Keep it simple. Yeah, absolutely. At the very beginning, you're probably going to suck. Give yourself that permission to be shit. You're probably not going to be the greatest piece of content you've ever seen in your life.

Robby:

Also, what's the alternative, though? These videos are the same as when I first started. Yeah, exactly Exactly.

George:

That's a horrible thing. At our last event I actually updated the slides and I just wanted to show people, check out my very first video that I ever posted about me speaking to camera. And I remember I look back at that and I'm like fidgeting. I'm wearing a jacket, I'm in a side office, the audio is shit, the colors aren't great, it's in red and it's like danger and it's like it didn't look great. And then I go check out this video and then Iggy's filmed it. It's edited, it's got flashing neon signs everywhere, just like Million Dollar Days neon sign. It's got different camera angles. I'm speaking clearly, I'm speaking to camera, I'm mic'd up, I'm dressed nice and it's a real professional piece of footage.

George:

But I had to start with the shit. Don't get me wrong. Someone could still watch that and get a benefit out of watching that and go okay, yeah, I completely agree with the point of view you're saying, or no, I completely don't Accept the criticism too. I get people that will say, no, you don't know what you're talking about. I say, yeah, cool, I appreciate that point of view, but have you thought of this?

George:

And then often, like when you don't attack them back, sometimes people are just dicks and you've got to realize that too. You don't attack them back and you say I appreciate your point of view, but have you thought about this? I always attack back. It depends how they're attacking first. I'll attack the guy who attacks us on LinkedIn. You should have. It depends how they respond to the piece of content. If they're just being blatantly rude and ignorant and just trying to cause like a keyboard warrior, you get those guys. You need to be able to deal with them. You're telling me you don't get difficult people in your business. Comes in a rude customer that comes and throws in the coffee and says this is the worst coffee from Maccazararat I've ever had in my life. Would they ever say something like that? I don't know. Would that ever happen? I don't know. I don't know. I'm just saying that May or may not have ever happened.

Robby:

You would only know if you listened to this podcast.

George:

You'd only know if you were subscribed to this podcast. More importantly, because that's actually the third thing for you to build a personal brand. Yes subscribers.

George:

Yeah subscribe to this podcast. Yeah, subscribe to this podcast because it will help you get more subscribers, because you will learn knowledge bombs and things that you can implement into your personal brand. That will help your business. And, yes, you can get subscribers. I've got recently. What's it called? What's it called when you subscribe on? People can subscribe to your content on Instagram. What's it called Subscribers? Is that what it is? It's not some special name, it's called subscribers. Oh, is it cool? You can subscribe to me on LinkedIn.

George:

I have zero content on there at the moment, but I'm going to do it. All right, I'll subscribe oh thanks bro, $3.95 a month or a week? No, it's a month. Do you take cash? I only take cash, don't EFT me. So yeah, I haven't put any content out, but I will on that, and so cool. This is an opportunity for you to ask me questions, cheaper than OnlyFans. Are you on Manect? No, I'm not. What are you on.

George:

I've just never had the urge to download it, but it was cool that time you told me Patrick Bet-David responded to your question. That was really cool.

Robby:

Yeah, I'm on it.

George:

Yeah, have you used it.

Robby:

outside of speaking to Patrick Bet-David, I've spoken to one other guy on it. Yeah, was that beneficial? I can't remember what he said, so probably not.

George:

Okay, cool. So we've gone through three things, including subscribing to this podcast. What's another reason why you should build your personal brand? Oh, I would say your collaboration with your company brand Okay, the person behind the brand. That's right. You can have content that suits both. So, for example, if you go onto my personal brand, you'll see links there for Builder Elite and PassCon. You'll see them. Hey, I am director of these two companies. If you go onto my company brands, it will link back to me as well, so you can cross-collaborate between the companies and the organization. So if ever the team ever posts a photo of me on the PASCON social media pages, they can tag me and vice versa, depending how the content goes. So there is that potential to cross collaborate.

George:

You are also, as a personal brand, worth something monetarily. If you build a strong enough personal brand, you are worth something monetarily. People can pay you to endorse their product. People can pay you to be wearing certain things or buying, or being seen to use certain things. You could be sponsors. You can do associate marketing. Mercedes could give you a car to drive around because of the person that you are and the influence that you have in the industry. I tried that once. Actually I tried that once to speak to. I spoke to a Mercedes deal and said hey, give me a free car and I'll do a post I'll give you a plug, as stupid as it sounds.

Robby:

I'll tag you on my Instagram.

George:

Yeah, but as stupid as that sounds, I was trying to do some form of collaboration with him, because car dealerships do that all the time. Yeah, dude, do you think fucking Beck Judge pays for her Range Rover? No, she doesn't. She'll get that given to her as a result of her strong personal brand that she has created over the last however many years. Does she have a big personal brand? I believe. So, yeah, she'd have hundreds of thousands of followers. I don't know how many, I don't really go on, but again, you look at Kim Kardashian. She'll do a post. She's doing a collaboration with Nike at the moment. She'll make bank on that. That's not to say you're necessarily going to go out there and become sponsored by Nike, by Bunnings, by whoever it's. Not to say you're necessarily going to go out there and become sponsored by Nike, by Bunnings, by whoever it's going to be. But it is the opportunity that we'll create where you can collaborate with other businesses 700,000.

Robby:

There you go.

George:

That's a decent amount of followers and obviously that brand being Land Rover or any other brand that collaborates with us sees the value in giving them a product for them to be associated with that person. I've had companies reach out to me before I think it was a shoe company, I can't remember which one that did work boots and like hey, do you want to free set a work boot and anyone that uses your discount code, you'll get 20% off. And I was like no, thanks for the offer, but no, I'm not really interested at this stage. I just didn't want it. I didn't feel it. That's the thing. You can make the choice as well. If you don't feel that it's in line with what you are about as a business owner, then you don't have to do it. But how cool is that to say someone has done this, someone has come here. Our events we get sponsors for our events. Now we never used to. When we did the very first event, how many sponsors did we have? That gave us money just to be there.

Robby:

Zero.

George:

Zero. We've now built a brand from a personal brand to a business brand, that have collaborated with each other, that people want to be affiliated with me and with you. Because they go yeah, we'll sponsor this event, we'll give you X amount of dollars to be a part of this event so we can have a banner there, so we can have a table in the corner, so we can be involved and associated with you. On that basis alone, yes, the personal brand has directly resulted in revenue for myself and the businesses.

Robby:

What about intrinsic value? Like not something physical.

George:

Intrinsic value okay, you could change someone's life. Yes, that'sinsic value. Okay, you could change someone's life. Yes, that's a massive one. Yeah, like think about do you know who was really good at this? Rest in peace, kerwin Ray? Yeah, I think Kerwin, and he did this strategically, though he put out a lot of content that wasn't business related. He put out content about how to discipline your kid yeah, and it would get 50,000 views, 1 million views.

Robby:

Yeah, but I don't see anything wrong with that, because that's what he was doing. Yes, that's right. That's right, like that was his thing. He was a parent.

George:

He was a parent, but he's appealing to the nature of but so are 90% of the business owners out there, like it's a fair assumption to assume you either have kids or are going to have kids one day, and because he's on stage. It's a fucking fair assumption. What do you reckon? What percentage of people have kids? At least 94%, I don't know. Minimum Minimum Fact check. Minimum Eager fact check.

Robby:

100%, 100% 94% of people on the planet have kids. 94% of people on the planet have kids. Can you factor? That's what I've been told, that's what I've heard. Yeah but I get what you're saying, like in the sense of reaching a bigger market.

George:

Exactly as a result of that, because he'll also get people that are not business owners and say you're not. Say, my sister sees that piece of content and then she's like, oh, my brother's a business owner, I like this photo, that's so true. And then I'm going to. She sends it to me. I say, hey, check this guy out, really cool. They go, oh wow, I start following. I go, wow, that's so true, I have kids. They go, oh wow, he does events. Oh, you know what? I'm going to go to one of his events. Here's $2,500.

Robby:

What's that got to do with changes in his life?

George:

What do you mean? Yeah, you're right, I shouldn't yell at them because that elicits a flight or fight response. Maybe I should actually go hey, come with me, let's play a game and I'm going to show you why that was wrong. And then they get the lesson out. I'm just making shit up now.

Robby:

I also reckon there's a lot of impact you have that you never find out about. You never find out about, never find out about you never find out about all the people who message and that that's great. But like I reckon there's people who you know how much people yeah, there's a lot of people who watch stuff. You don't engage with it. Oh heaps man, do you know?

George:

people I've had come up to me said man, I watch all your stuff on linkedin, yeah, and you're like I've never seen a like, never seen you engage, never seen a like I would remember you can sort of tell the people that are always engaging with your content. There was something else I was going to say with that as well. It's the impact you don't realize.

Robby:

Yes, I have one video you could have. One video could impact someone in a way where, whether you find out or not, it's irrelevant the fact that I had that level of impact.

George:

Yes, yes, and I think.

Robby:

I think there is a benefit to finding out just once, because then you're like oh, like this has just made a massive impact on someone's life. Yeah, you know what I mean. Um, in some cases, life changing.

George:

Hmm, I mean in some cases, life-changing.

Robby:

My word it's like how do you stop now?

George:

I had a guy that I was coaching for a little while in Sydney and then he stopped because of financial strain. He couldn't continue. I was like, yeah, cool, that's fine, but I would do videos around you know, it was around hardship and difficulties and problems in your business and whatnot and he would respond. He actually responded. He goes, thank you. I guess I just needed to hear this today. Like he could have been in a really dark place, like really dark. Maybe he was about to jump off a bridge and he saw my video and goes. You know what, let's give it one more day and that whole I'm not saying I did, I'm not saying I'm a fucking savior. A level of that is the sort of impact you could have on someone's life.

George:

I get a lot of students messaging me, a lot of students. Hey, man, I love your stuff. I've been watching you for a while. Can I have some advice? And you know what? I answer all of them. Do they send me DMs? Not all? No, I have. I answer probably all of them and I'm not going to get a single sale from any of them. You don't know that. Not today Also, but tomorrow they could build with me. I just got an idea.

Robby:

Work for me. I just got an idea. Well, actually, you just kind of lit the candle on something that I thought about, yeah, talked to you about At Adelaide, right At the event. Yes, there was a student at the event who was hanging around talking to you at the end, right, and I was sitting there thinking to myself, what if you had a? You know, it kind of touches on what you were saying last episode about the purple cow and that, yeah, how do we do that thing? That's kind of different.

Robby:

What if you had a mentorship thing where it's like twice a year I'm going to take a young kid under my wing, like out of a pool of because, think about this, because then you have like a whole bunch? Or you do like a not like a free apprenticeship, because apprenticeships cost you money, but like do you get what I'm saying Like an intern, kind of like an intern, but not an intern, but not an intern, kind of like a I'm gonna I haven't worked out what the thing is, but something along the lines of someone wins this or something like that, and it becomes the thing of you're not in position to kind of work with us yet, but I'm gonna help you or I'm going to help a large group get there, because then that would be. You know, you want to talk about a current affair coming knocking. It's one way to make it happen.

Robby:

Yeah, without a doubt, I think that would be Do you get what I'm saying, though?

George:

No, I do, I do. I reckon I could give it a crack. Do you get?

Robby:

what I'm saying. Yeah, it's kind of like I'm helping these kids become builders because we need, we need the next generation, we need the next generation, yeah, and it's like no one's doing it. That's right. You know what I mean? And yes, I also offer training and stuff and mentoring and I don't know, but this is the way it works like yeah, it's probably not, and that's something I would have to do out of the.

George:

I could have to find five minutes out of my day to do that. It's a time thing for me at the moment. But yeah, it's definite value in it for sure. Because imagine I don't know if you remember when you started going for job interviews, when you first got into the workforce do you look back and go, man, I was a dud. Imagine if you walked into a job interview today. I reckon, man, I reckon I'd get fucking anything, Any job, but put me in some sort of CEO type role.

Speaker 3:

That's what I thought when I was coming to Australia, you thought that, yeah, as in you did.

George:

It did not happen. To get a job, yeah it did not happen.

Speaker 3:

You came to.

George:

Legacy Me. Your fucking life came. Your dreams came true all at once and now you're leaving. But no, I'm just based off my experience now and where I'm at in my life. I could nail an interview because I'm as a business owner. I know what I want to hear, I know what I want to see out of someone and imagine I could teach them. Hey, let me show you how to fucking nail a job interview.

Robby:

Let me show you how to find the right type of builder person whatever interview, Let me show you how to find the right type of builder person. Whatever to work for or to work with, you can't pass on experience.

George:

Yes, there's no compression algorithm for experience. You can't just make it. Let's go. You can share the lessons. You can share the lessons. That's right. They do need to go through it and do the reps, but there's a lot of people that don't teach that shit anymore. I'm sure there's some companies out there that teach you how to interview and how to write a good CV. There is Fucking ChatGBT. Is there for that now?

Robby:

Yeah, do you know what I mean. I paid to have a resume written once.

George:

I think I might have too, to get it professionally. Yeah, I think it was like 150 bucks. I used to think you hear so many things that just keep, just keep it short and sweet. No one wants a 14-page resume, which is true, by the way. I don't, anyway.

Robby:

So do you? Okay, this is going to get sideways.

Speaker 3:

About the kids thing. So some guy on Quoro did the math nine years ago and he came to a number of 89.6%.

George:

I was fucking close. Hey, relax, 89.6%. I said 93 as a laugh.

Speaker 3:

So it depends on the area. No, we're going back Nine years ago. For example, united States is 85. That was six months ago and it depends on how developed the country is. So it's usually for developed country it's 80% and if it's like a developing country it can go up to 90, but it's dropping drastically.

George:

Yeah, I reckon. But we'll go into business owners. I reckon a lot of them would, for sure.

Robby:

You reckon.

George:

As I said, if they're not, they want to or will one day. Is there a percentage that don't Absolutely? I know people that don't want kids.

Robby:

Yeah, me too.

George:

And they're in business. Okay, before we run out of time, Go to.

Robby:

I was going to say something then before. What were you talking about before that? Because I had a thing I was about to lean into.

George:

Oh, yeah, let me check your resume.

Robby:

Oh yeah, so if you, if you got two resumes, I've been on the record.

George:

Yeah, that's right. You've been doing it for a while now.

Robby:

So if you have, I put up a tweet today saying people need to learn how to not talk so much. If you had two resumes, and one had one page and the other one had 14, are you more likely to pick one over the other? I'm not. I couldn't give a shit, like I don't care if you chose to put this on one page of 14 pages.

Speaker 3:

I care about how long you stuck around in each role, you'll look at certain sections of it.

Robby:

Yeah, you won't read the full 14 page one, though I don't read anything on any of them. I just look at the dates for the roles and what the roles were. You don't look at skill set and what they've, the experience they've had. That's what I look at the dates and the roles, yeah, the roles, that's right, the experience that they were doing. And then I ask about their last two jobs.

George:

Yeah, that's it.

Robby:

Nothing else matters. I don't care if you're a mechanic 10 years ago, I can't fix cars anymore. Yes, you can. No, yeah, do you get what I'm saying? Like it doesn't matter? Yeah, the old stuff. Oh, you were working there 10 years ago, I didn't care.

George:

Cool, what else? Why else should someone, if they're not building a personal brand?

Robby:

why else should they look at it right?

George:

now. I think it helps with confidence. Yeah, yep, it'll help you with confidence, for sure it's.

Robby:

It also, dude, you know it forces you to learn more. Yeah, I agree with that. Yeah, I mean because now you're like all of a sudden like I need to know. You know, I made sure those pilots were female that is stuck around, it's just I'm trying to make sure I use fact checking properly trying to get on the current affair.

Robby:

That's so funny. By the way, I'll share the podcast with you. Yeah, I think it really helps you make sure that you know what you're talking about. When it comes to particular things, yep, especially when you're going to say them publicly, you know what I mean. Like I know we started off this whole thing about getting shut down for particular things. Yeah, and I probably will for that, but like I don't care, do you mean, because I'm confident in what I say, that I actually mean? Yeah, that's right that's right.

George:

You know you become a thought leader as well. Like it helped, it will help you with your leadership. Like discussing controversial topics maybe you genuinely believe that female pilots are no good, but then you go, hang on, hang on, but imagine you take it a step further and you actually do the research. No, no, let's talk about it from this point of view. Reflexes are like I don't know, but you do scientific testing and go deep dive and you find the actual facts of which sex is a better pilot of any aircraft or vehicle or whatever it might be yeah, and you actually go. Well, here are the facts. Now, I'm not just saying this because I'm trying to be sexist or, you know, get women pilots out of the industry. If you did that, you'd be sexist?

Robby:

You'd be sexist, You'd be destroyed. That's a mission dude. I didn't even Google it. Do you know what I mean? That's how much I don't care.

Speaker 3:

There's actually a study about that, about gender pilots. There is none. There's none what? There's no difference between.

George:

Yeah, I'm sure there isn't the only thing I could think of from a perspective. If I were like a fighter pilot, so you know how they pull serious Gs. Okay, perfect, perfect example why there are no female F1 drivers Because they're less reactive.

George:

Yeah, there's that, but it's also, I reckon there's a level of also, they're pulling some serious Gs, like you've got to be physically strong and men are, by default, physically stronger, so there's probably a level of that. Nah, 100% Strength, are you serious? Huh, you will get fucked up in an F1 car Me. Yeah, if you went around a corner you know how they had those two cockpit F1 cars you would pass out.

Speaker 3:

No, yeah, most people pass out.

George:

I think it goes to around 6G. The Gs they pull in corners are like yeah, it's stupid, it's stupid the average human goes blank around 3Gs Is it?

Speaker 3:

Yeah.

Robby:

Average human, please, average, come on, get away. You see this guy at pizza.

George:

You think that's average you think there's anything average about that. Come on man, that's a lot of cholesterol, I would not. Do you eat every? Do you eat the whole pizza?

Speaker 3:

Every time you go and have pizza. No, he donates it to a bum. That's not very nice.

George:

It's not bloody crazy.

Robby:

That's it. That's true. I don't always eat it.

George:

Sometimes I do. So we just spoke about that. Pizzas, yeah, well, no, you're creating content around pizza. You can show the other side of you as well, that you are a human being, that you do have other interests outside of business, because that connects. Like you said, a lot of your pizza videos get more views and comments and likes. Yeah, I know, but it's also showing oh cool, robbie's not just some stuck up hotshot entrepreneur, he also does human things like eats pizza, like the rest of us commoners. Pizza's good. Ben Might get a pizza after this.

George:

Here's some advice I would love to give you about a personal brand and we spoke, we joked about it this morning at the start of this episode was you know, take a photo in front of the Lambo, take photos on private jets and shit like that. Don't be disingenuine. Like, don't be a douche. Be yourself. If you genuinely have Lambos and that's what you want your brand to be about, just hey, look at me in front of my Lambo, that's cool. But if you don't, and you just go and hire a Lamborghini for the weekend, just so you can take photos in front of it, so you can put it on your page, to go, look how successful I am. You want to be successful, like me.

Robby:

Fucking do this Life would be so uncomfortable with that facade.

George:

Yes, it would, Because then it's like what if someone?

Robby:

sees me. What if it's like who cares man?

George:

And people have been caught out with that. They'll take a photo. Yeah, I've seen stuff where they took a photo in front of a private jet and then jumped on a commercial plane. Oh, really, yeah, I think it was someone half like it was some influencer in america and they're like, they're posting, hey, rolling deep in my g63, where the fuck they are called the g wing or whatever the fuck they are, and they're. And then they go economy middle seat, yeah, middle seats of wherever they're going. Uh, but that's what I mean. Like you're what I mean. Like you're not being true to yourself. You're not being true to what you're about.

George:

The other thing is don't try and be anyone else other than yourself. So, just because you see Gary Vaynerchuk swear on camera, if you don't naturally swear or you're not naturally that way inclined with his personality, don't go out there and go. Hey, fuckers, listen to me, because this is what I think is important, and you should think this is important too, because I'm important. It's just not going to come across. And people, it was very good you couldn't stop, get the camera out.

Robby:

So this is important, hey I'm a fucker start a podcast start a podcast.

George:

What a great way to do content. Yeah, you know, we do short form, long form content. We do the audio aspect of this. There are so many advantages. Like people say, why do you do podcasts? Where's the money coming? It doesn't. It's not always about that. We're building, that's right, we're building. Hey, fucking, 12 months ago we did not have a podcast studio or a neon sign. Now we have both.

Robby:

It's legit. This is real time. It's not Photoshop. Do you want me to touch it? No, don't touch it. No, I don't want to. It's good it might be, that's it.

George:

It's real electricity in there, real electricity, real lights, real life. How good is real life. Can you believe it, can you?

Robby:

believe that this is real life. Let's put it on.

George:

That's a great T-shirt. We've got to get more T-shirts. Mate D, on your back, I need you to make T-shirts. Sew them yourself, yes, so yeah, the advantages, I believe, far outweigh the disadvantages. And with AI now there's so many. Not all personal brand has to be photos and videos. It could be blogs. There's a guy that I follow. I cannot remember his name. He's some fitness guy. Must have a great personal brand. Great personal brand. All he posts are tweets on his Instagram page.

Robby:

Yeah, lots of people do that.

George:

There is no photos. There is nothing else. It's his photo, like the little circle of him in the photo. That's it, and he posts tweets every single day about health and fitness, every single day, and he has hundreds of thousands of followers. This is a guy that probably hates being on fucking camera, and he's found a way to make a living just from reposting a tweet he does and posting it on social media. All right, so you can do that too. It can be a written personal brand. You can now use what's that website you use to create the video, where you just type the text in and it creates a video of you looking like you Midjourney, yeah, midjourney, midjourneyai. Oh, the video, the video thing. Hey Jen, hey Jen, yeah. All right, so you jump on. Hey Jen, now you can create a video by just putting the text in. It'll be your face, your lips moving, your voice. Yes, it's not 100% refined, but it's fucking close enough. Pretty good, yeah.

Robby:

It's probably way better now than it was when you saw it.

George:

There you go, and rightly so. They should be making improvements. So there are tools now for you to make the game easier to win.

Robby:

Easier, sorry to win. I think the biggest thing is you need to connect to why? Yes, I agree with that. Why am I going to do this? Why are you going to do it? What do you get out of it? If you don't have a reason to do it, when it's not fun, you're probably not going to do it.

George:

Yeah, because, again, it does take effort too. It's a job, yeah, it does, it's, isn't it?

Robby:

Part of the journey. Everything takes effort. Everything, everything worth doing takes effort. If it was easy. Everything has some level of hard. Dude, do you know what I mean? Everything is shit in some way. Being fat is hard, having a six pack is hard. It's like everything. Being broke is hard, making money is hard, going to work is hard. Staying home all day, every day, with nothing to do is hard.

Robby:

Everything has some work is hard. Staying home all day, every day, with nothing to do, is hard. Like everything, has some level of hard Pick your fucking hard. Yeah.

George:

Pick, pick, pick, pick. Yeah, and you should pick to subscribe to this podcast. It's a choice.

Robby:

Yeah, that's the only thing that's not hard.

George:

It's not, it will be hard for them if they don't.

Robby:

Yeah their life will be hard, well played. I'm trying to subscribe now um, that's how.

George:

That's how we can help, that's how we can help you, that's how we can help others is when you subscribe, because many of you listen to this podcast. This is a personal, this is a huge personal brand journey exercise. Absolutely there is. The reason we do this day in, day out is exactly for that reason it's for the personal brand journey Exercise. Absolutely, the reason we do this day in, day out is exactly for that reason. It's for the personal brand journey that it creates. There are videos, there's content, there's thousands of videos out of us now doing this podcast, because of all the content that your team's put together, because of all the stuff that we've been speaking about. And it has helped. It is indirectly resulted in sales for both of us because people listen to this podcast, they buy tickets to our events and then they buy the product or service that we're selling at that event or outside of that event. Win-win, it's real. It's real. This is real life. That's right, all right. I think that's a lot. I think it's a lot to take in and I think what you need to be doing, let's give you some action items.

George:

I want you to post something today. I want you to post something after listening to this episode and I want you to tag either myself or Robbie. So georgepasses or robbiechicare, don't tag me, no, no. Or tag Million Dollar Days, definitely Twice. Tag him twice, I'll block you. I know his passcode. I'll unblock you. He might, but you should Create a piece of content and then tag us in it. I will fucking share that 100%, 100%. Oh well, don't listen to this guy. He's not building a person, I'm just telling you the truth.

Robby:

Is he? Yes, he's not a liar. I'm not going to show you a thing.

George:

Female pilots oh my God, where are they? Current affair Get them in. Let's get them on the podcast. Get them on.

Robby:

And we're going to bring you more guests as well.

George:

Yes, we are. We've got them lined up. Got them lined up, not that we're not enough, we're more than enough. You are enough. Too much Might be too much, way too much. All right guys, thank you so much for tuning in. As always, I hope you have a million-dollar day and cannot wait for next week. Thanks everybody.

People on this episode

Contributor

George Passas

Host
Contributor

Robby Choucair

Host