PODCASTS

Ezra Firestone

August 28, 2020

In this session of The Personal Mastery Podcast, Ezra Firestone talks about how he created his motto of “Serve the World Unselfishly and Profit”. He advocates for the power of service and how important it is to live a healthy balanced lifestyle with healthy working hours.
Ezra is the Founder and CEO of Boom and Smartmarketer. BOOM is a skincare brand that is on the verge of crossing $100 million in sales, created for the purpose to add value to women’s lives who are over 50 years of age. Smartmarketer was created as a way to help ecommerce founders and marketers grow their business. He has spoken on the biggest marketing stages of the world about eCommerce.

You can learn more about Ezra below:
Website: Smartmarketer.com
Instagram: @ezrafirestone
Twitter: @ezrafirestone

Transcript:

Arri Bagah: You're listening to the Personal Mastery podcast with Arri Bagah. Interviewing CEOs and executives who are performing at the highest level in their industry. Those who are living and working purposefully towards a vision in alignment with their values and in a state of constant learning about the self. Welcome to another episode of the Personal Mastery podcast. And today, our very special guest. It is my good friend Ezra Firestone. And in this episode, we're going to talk about how he was able to build his cosmetics brand to over 100 million dollars in the past five years alone. We're also going to dive into some personal things and talk about how he's been able to build this company at this level by working less and being a lot happier as a person. I'm super excited for you to hear this episode because we're going to dive into a lot of different things. So without further ado, here's Ezra, welcome to the podcast.

Ezra Firestone: Yo, I made it the Arri Bagah podcast. Is it called something? Is it like The Sims podcast host Personal Matter podcast, Personal Mastery? I like that. I actually like you've been right and you've been going deep. You've been going like two teenagers talking about the meaning of life deep on Instagram and your messages. Right. Like you've been writing Instagram stories that are pretty deep. I'm like, all right. He's thinking, yeah, I like it. It's good, man. I'm happy to be here. Thanks for having me.

Arri Bagah: Awesome. First, I want the listeners to get to know you a little bit. So I wanted to talk about where you grew up. I know you grew up very humbly. You came from Hawaii to California to New York. Can you talk a little bit about that?

Ezra Firestone: Yeah. You know, well, I mean, there's two ways to look at it, right? Like, I grew up without a lot of means. However, I had a lot of a lot of people who loved me. I was really well cared for. I grew up on a hippie commune. And so I had a lot of people taking care of me, a lot of people, you know, looking out for me. We didn't have a lot of money. You know, we didn't we had yeah, we didn't have a lot of money and we had issues that that were related to that. But like, you know, some people don't some people grow up with a lot of money, but they don't have anybody, like, paying attention to them, taking care of them, showing them love. And then they're all messed up mentally and emotionally. So, you know, I had my struggles, but also I look back on it and and I you know, I look back fondly on my upbringing. And it was an interesting way to grow up just because it was so much different than anyone else I knew I was having I when I went home, it was to a I'm like the normal stuff. I went the normal public school. I did normal sports, you know, I did normal things. But then when I went home, it was like just completely different from anybody else's experience. It was like a bunch of hippies on a commune doing hippie commune stuff. And it was great. And it was also like super chaotic and intense and wild. And I think it really prepared me well for the life of entrepreneurship, which is like chaos and intensity and ups and downs. And you have to take care of yourself and you are responsible for the whole thing. And so I think I learned that from a very young age, like the the need that I learned how to navigate social situations, which, you know, you know, you lead a company, you've got to navigate a lot of communication with a lot of people. And I learned how to handle a lot of intensity, which also, if you're going to play this game of running your own show and being an entrepreneur, you got to be able to do that. You know, you've got to not crumble when it gets intense, you know, not like melt.

Arri Bagah: Oh. Oh, yeah, 100 percent. That's one of the biggest things that I learned throughout my journey to write growing up poor and moving across the continent to the U.S. and going to school here to easy journey. Yeah, crazy journey. And that really taught me a lot of different things that helped me throughout my journey. So you have a motto, Serve the world unselfishly and profit. Can you talk about what that means to you and your accomplishing that?

Ezra Firestone: So I think there's two ways to look at sort of the world unselfishly and profit. The first is it's just a description that is just the way shit goes. If you serve unselfishly, you will profit as a human being in life. I think there's a lot of power in the role of service. And I think that the reason my company's work is because I am in a role of service to my customers. And if you are serving unselfishly with no agenda other than to be of service now, of course, look, you want to take care of yourself and you want to feed your family and you want the ball out on Instagram with nice watches and shit. You want to do all that stuff that other you know, you want to have all the fun that is available to you in life. But if your core goal is to be in a role of service, truly, then you profit just by the act of serving now. So that's one way to look at it, is it's just a description of the way things. Another way to look at it is like. As a business strategy, and it's what I do, right, like I serve, I pick a community of people who are sharing a collective experience. So, you know, for a smart marketer, it's people who have online businesses who want to grow those businesses. For Zipify, it's people with Shopify stores. For Boom, it's women over 50 who are being told that the aging process is bad and they need to anti-age anti-wrinkle by their hands. I pick a group of people who are sharing a collective experience and I do my best to add value to their life in whatever way I can through content, through products, through etc. And I serve that community and I end up profiting because by serving them, they decide to then at a certain point give me some of their money for something I have to offer them. So. So it works in that way too, you know. I mean and like this this podcast that you're doing is an example of this, right. Like this is you for no reason other than you think it will be helpful to the people who are following you. You're putting out content that you think is going to be useful to people who have online businesses who are interested in SMS marketing, messenger marketing and all the stuff you do in your agent. And someone's going to watch this Vietnam that was like really helpful to me. And by the way, I should hire Arri. So it's kind of like, you know, and it's like that's the what you're doing here is it is a little microcosm of sort of the world unselfishly and profit.

Arri Bagah: Yeah, that makes a lot of sense to me, too, and that's the one of the reason why I'm creating this content, because there's a lot of business owners, especially in e-commerce space, where there's like so much out there. And it's really helpful to like not only like small business owners, but also people who are in that growth stage to be able to look at things that you're doing, things that we're doing in our company that can really help them grow. So,

Ezra Firestone: Yeah, it's nice to see what other people are doing, you know, I mean, I wish that something like this was around when I got into the game. It was just a bunch of 005. It was a bunch of forums. And what you found on those forums was not always good and some weird shit on the forums back in the day.

Arri Bagah: And so you talked a lot about also being against working like 20 hour days. So I wanted to ask you, how did you get to where you are right now? By working less? Because I think that's something it's a very strong point, right? Everybody's preaching to hustle. So how did you navigate to.

Ezra Firestone: First of all, I'm interested in what these weird little triangles are on your wall behind you over there. Is that a painting or is that like sound insulation or is that just like stuff you rub up against? What is that, dude? I don't know what that is, but is that like a nice little massager?

Arri Bagah: Yeah, those are sound panels, OK. Yeah. Those look pretty cool.

Ezra Firestone: Yeah they do. So, you know, hustle, grind, sacrifice. That's like I think terrible advice. And I think that I listen, I started in the game when I was your age, you know, when I was 19 and I did my first four or five years working a full-time job all day. So eight hours a day and then coming home two to 10 p.m., coming home, eating dinner with my now wife until like eleven thirty and then going from eleven-thirty to three or four working on my wig store, my e-commerce store and other shit I was trying to do and then sleep in and repeating that. So that was like the that was like the 12 to 16 hour day strategy. And I did that for like five years. And look, I understand that there is like a time and place for that, especially when you're young, especially you don't have any other responsibilities. However, as you grow and scale and if you want to be in it for a long time, which I had the goal of, I was like this entrepreneur thing where I didn't have to show up at some office or show up at some job working for someone I didn't like doing something I wasn't particularly interested in, like I was interested in time, freedom, financial freedom and location, freedom and freedom to spend my time where I wanted to spend it. I remember doing I made a video and I was like, here's what I want. I want to be able to work from home. I want to be able to travel when I want to travel. I want to have enough money to take care of my family and do what I want to do. And I want to be able to hang out with Kerry whenever I want. And all that came true through this. And so my agenda is to keep this going. Right. I'm in it until I'm not in anymore either doing this until I'm 50 or 60. You know, I got another 25, 30 years or something in the game. Yeah. And so if you take the approach of like you, you are working all day, every day, which is very compelling because by the way, our work is on the Internet and we're always on the Internet. So it's hard to like separate from your work life, especially when now we're inside with coronavirus. We don't got much else going on. Like, it's it's compelling to want to spend all your time on your work projects. But what happens is when you do that one, you tend to neglect your physical body. You tend to neglect your social life. You tend to neglect your your personal relationships like your your you know, if you have a significant other and you tend to burn out on the work cycle. And so what I actually found was that it was actually better all the way around for me to spend less time working, because then when I did my work, I was fresh. I had good I have gotten perspective. When I was away from it, I was taking care of myself. I was having I was having things outside work that were not like my whole life was only work at one point. And I was like, this is a shitty way to live. I don't care if I am an entrepreneur. Like this is not any kind of fun. I don't want to live. I don't want to just be the guy. What am I working for? I'm working to support my life. And so I discovered that like it's a marathon, it's not a sprint. And that, you know, six to eight hours a day, four to five days a week is plenty. And the way that you get more done is not by working more yourself. It's by hiring people, by learning how to delegate, by learning how to scale, through bringing other people up in the game. And I learn that super early, and I'm working on that now since 2012. And I got one hundred employees and I get a lot of shit done, but I only work four days a week, six to eight hours a day. And people look around like, how do you get so much done? I'm like, look dude, it's not fair to compare yourself to where I'm at. I've been. For eight years, focusing on how do I get good at buying help, getting people to help me with my projects that I have going on. And so I spent eight years learning that art. It's a process. You've got to learn how to do it. It takes time. But after a year or two, you get pretty good at it and you figure out how to train people, how to hold them accountable, how to create systems and processes, how to and the amount of value you can get out of one person. It's crazy, man. One person working eight hours a day can go for X the output of your company. You only need one. I mean, hey, it's nice if you've got one hundred, but start with one like, you know, I'm saying so. So I think it's actually again, if the goal is longevity, which for me it is, then working 16, 12 to 16 hours a day is a.. The goal it's like might be good in the short term. And look, there's times like we did a product launch for our mascara. We had to put in some late nights. OK, that happens. But that's not like that's not how that's not my normal life, you know.

Arri Bagah: Yeah, that's one of the things that I found initially to when I started, is that you have to delegate and it's so hard to delegate because you feel like you can do those things better than anybody else in your company. But when you get those people who have like a bunch of experience, you find out that they can do so much work, specific work better than you and you. They might be expensive, but you save so much time by not having to train them.

Ezra Firestone: You can bring people up who start in customer support and then now are better than you at social media or advertising or copywriting like they if you just give them time and energy and training, eventually they become better than you because you, as the person running it all, your attention is on all kinds of shit. Your attention is everywhere and it's everywhere. Someone who's just doing social, like when Laura started, she's my social media director, she started working at Cracker Barrel. Then I hired a new customer support. And then I was like, hey, like you're pretty savvy. Like, do you want to do social media? I could train you to take these courses, read these books, follow these blogs, start doing it. And now we're four years in and she's way better than I ever was at Social. She's a gangster, but it took a couple of years of investing in her, you know? I mean, so you can invest in people, too.

Arri Bagah: You know, I want to get into brand building and how you've been able to build the brand Boom. Right. So can you talk about how that started? Like, why did you choose that niche specifically and basically all the different research that you did initially that led to actually starting the brand?

Ezra Firestone: Yeah, I did a video for my Blue Ribbon Mastermind, send it to where I went through all the steps I take before I start a brand and like how I how I got to boom, how I got to the last brand I just started. Like, everything that I do in order to get a brand off the ground. Boom is was a boom was not really a story of I had the idea to sell cosmetics and I thought women over 50 would be great. It wasn't it didn't come together that way. The way it came together was I was living with Cindy Joseph. She was a family friend. I had moved to New York. I was eighteen. I was playing poker for a living. And I was I was playing poker with Venita Limo and Joey Tutone and Johnny Cupcake and Bobby Frank. And they call me Johnny. How you doing? And I'm up all night and I'm sleeping all day. And I'm hanging out with a bunch of degenerates with slicked back hair and wads of money with guns. And there's no women around. And I'm thinking to myself, you know. I came to New York with two goals, women and money, and I make money but think this is my idea of what a person would look for as a younger version of me. That's what I thought I wanted in life. And it turns out, yes, I do. I did want those two things in addition to other things as well. But the point is that I also had stumbled across the idea that trading time for money was never going to generate any true wealth and that I needed to build systems that were going to be able to make generate money that weren't related to my direct time. And that's how I ended up long story, finding my way into e-commerce. And I started a costume with business and as Limosine Joseph and she was a former and I had learned that the best kind of e-commerce business was one that was built around content, not just product, but built around a group of people's experience. Like I was telling you about. I'd learned that I was I met a guy who was a life coach and he was selling digitally delivered information, much like we do at Smart Marketer on how to start a life coaching business. And he built this blog and content catalog all about, you know, coaching and what it was and how to do it well and how you could start your own coaching practice and health coaches and relationship coaches and business coaches before now. That should have mainstream. But it wasn't mainstream at that time. It was nobody had heard of coaching. And he built this content business and he sold his courses to the people that subscribe to his content. And I was like that. That is an interesting model because those people are really connected to him and what he's saying and they'll they're predisposed to want to buy and stuff. And so my wig business was just Google search. Someone types an Elvis wig. I buy an ad or I rank on Google for Elvis Week. They buy it from me. So it was very transactional. And I wanted an e-commerce business that had that that community component. Now now everybody talks about brands. They talk about community that this shit was not talked about back in 08, 09 when I started boom. Because the reason it wasn't talked about is there weren't really content engines out there. It was only Google search. I mean, yes, YouTube existed, but people weren't consuming social media in the same way. So it wasn't a thing yet for brands to be brands that had network content publishers that was not yet popular. And I had saw I saw a life coach do it. And I was like, damn, like, I need to apply that to e-commerce. So I went to sending I said, hey, listen, you were a makeup artist for twenty seven years. Now you're a supermodel. Like we should do a makeup brand targeting older women because everything out there is all for young women. And you could be the face of it. You could create the content. I'll make the products, I'll do the marketing and let's do it. And she was like, all right, sweet. And then we did it. And everybody looks at boom. They're like, damn, you've done one hundred million dollars in the last five years. You make twenty five million a year, you got forty employees. Like what they don't talk about is from 2009 to 2010, I spent a year trying to get the business even off the ground, borrowing money this and that from 2010 to 2014. I made a total of like three dollars, I mean, we sold a couple hundred grand. You know, I think 2014 we did our first 200 grand in 2015, we finally did three million. But but from 2010 to 2014, it was like failure after failure, after failure and mess up products and not paying taxes, just learning how to run a business. So it's like you don't see any of that. Now, all you see is like, hey, I look super successful, but you don't see the journey of like I'm a decade into that brand and this is what I tell people who, you know, everybody comes on the Internet now who are trying to get in the game and get started. And they see people like me and I'm like, I want that. And I think you really need to give yourself. 24 to 36 months with a new project before you judge it, because think about this, it's going to take you six months to even figure out. Let's just say it takes six months to figure out what you want to sell. Then it takes you six months to figure out a supplier back and forth with them. The the product, the labels, the certification, anything you need, the initial order. So you're like maybe nine to 12 months and then you finally have products. Then you've got to do a photo shoot. You've got to build your technology stack, your Shopify, your Clavel, your connect, you know, connect my estimates that you got whatever you know, you're selling five pages or one click up, sell your Facebook ads. So that's going to take you three or four months to build all the tech right. All the copy, et cetera. Then you've got to launch your ads and let it run for a couple of months. You're like 18 months in to two years before you're really kind of even really fully launched. So I you just got to give it a little more time and have a little more patience and like be willing to look at five years ahead. Like, if you're if you're not looking five years down the road, you're not looking far enough down the road. If what you're doing now isn't a part of a vision that lasts at least five years, you're not taking a long enough view because everybody wants to know, like, how can I eat now? I want to eat. I want to make money. I want to take care of myself. And it's like, OK, I understand. Get a fucking part time job, pay your bills so that the entrepreneurial venture doesn't have the pressure of needing to feed you and your family. Like I had a part time job and I moonlite my entrepreneurial business. It was much better because then I had the time and space to really do it right, to take the time it needed to build it. Skyscrapers go down three stories so that they can go up and people are trying to like throw up a print on demand dropship store. That's just never going to have longevity. And so I'm saying things like build something of substance and value and take the time. I know this is what you asked, but you got me on a roll.

Arri Bagah: 100 percent. And so at this point, you guys have crossed over a hundred million dollars in sales.So do you see like where.

Ezra Firestone: We're at like four million. We'll be gone for three months?

Arri Bagah: Yeah, well, by the time this is out, you might be at one hundred or so like and you guys are profitable. That's the one thing that I do want to talk about is that a lot of brands you hear that are doing hundreds of millions of dollars and the news come out that, oh, they're losing a couple of million dollars a month, sales are not paid. Yeah, it's crazy. Paid acquisitions is a big part of customer acquisition today. The cost of ads have gone up. So do you think it's the fact that you spent time to build up the audience through content that really helped to reduce your costs to acquire those customers? Or what do you think helped you get to that hundred dollar mark profitably?

Ezra Firestone: I've been focused on profit since day one because I do not have any money. I do not have anybody backing me. I'm some bum off a couch in Brooklyn who decided to start a business. Know? I mean, I don't have I don't have the I don't have the luxury of not being profitable. And so everything I'm always doing is all about profit. And I like to say, look, the goal is not one hundred million dollars. The goal is have fun because you could die tomorrow. My business partner died suddenly eighteen months ago. It could happen. You don't know how long you've got, so make sure you're enjoying what you're doing. And hard work is also enjoyable. It doesn't mean don't work hard to make good stuff, really, truly good products that actually serve the world and a community of people. And three, be profitable. And if you can do that at one hundred grand a year, if you're making one hundred grand a year and you're having a good time and you're doing it on your own terms and you're making good products and you're profitable, you have won this game, you've won the game, the entrepreneurship scale does not matter. Now it's fun to grow. So so what? What has made me profitable over time? Well, I still believe even in today's ad market, you can come out, launch a new brand, run ads and be profitable for sure. Like it's not too expensive to do that. But some of the things that I've focused on our understanding margin structure. So I only buy four one sell for five. So if I buy a product for five bucks like my broomsticks, I sell them for twenty six. Twenty seven. So that's a five x multiple on my cost of goods. That gives me enough margin to pay for ads, to pay for overhead, to pay for my employees, rights? Like people who struggle have bad margins. Right. That's a mistake people make is not understanding margin structure. It's one of the reasons why software and information are great businesses because they have very high margins. Right? Like Zipify, if I might make five hundred grand a month and revenue at a twenty percent profit. One hundred grand in profit. Now of course I got to reinvest that back into the company. But the point is it's profitable. It's got high margins. So high margins are are a good thing. You really have to focus on that if you're going to be an e-commerce is margin structure. The second thing is. I'm obsessed with. Average order value and lifetime customer value, no matter what way you want to do it. Electronics, apparel, beauty, health, high, high ticket, low ticket, Amazon, Shopify, no matter what way you want to do it, when you got to e-commerce store and you get 10 people to buy from you, seven or eight of them, 70 or 80 percent, they're never for the rest of your life. No matter what you do, they're never coming back ever again. Right. So you've got to make sure you've got up sales, cross sales bundles, pre purchase up sales, post percepts. You've got to maximize your average order value now. Then the gain becomes the 20 percent or 25 percent of people who will buy a second time. That's the way you look at any brand. It's only twenty or twenty five percent of people who will buy a second time. But how many times will they buy three, four, five, six, seven, eight over the course of their lifetime? That's the dance. And if you look at my brand, I got forty eight percent of my twenty five million in the past 12 months coming from people who had bought once before, meaning half my revenue is coming from repeat customers. Now that's money. I don't have to go spend on ads. I just send them emails. Right. I still spend some on ads to reach them, but it's like way more profitable. And that comes down to having a business that has a like your business really a smart business because, hey, if they want your services, they got to pay you every month. That's really clever of you to have that business model because then you get money every month, right? It's like it's recurring. And that is like if you have a business and I had a buddy who is telling me about his business, he just launched, it's doing really well. But like the way it is structured, it's just so hard for him to get repeat business with the product he's selling. It's a great product. He's making money on it. But but as costs go up, he's struggling because what he is selling are are wall paintings. And like, how many times do you buy a painting you buy at once? So we kind of need something else to sell those people. You got to you need to expand your product catalog or have a consumable. I very deliberately chose consumables. My cosmetics sticks. You use them in about three months and if you like them, you need another one. And that was on purpose. And so that really helps with profitability. So either you expand your product catalog or you have a consumable item. And then, you know, the other reason that I'm so successful is content marketing. Right? Like, boom is like almost like a television network. I've got my sustainability channel. I've got my embassador channel, I've got my women of the Revolution channel. I've got my, you know, articles about the experience under eye circles and menopause. Like my article, I have these channels of content and that include sale events and social contests. Those are different channels of content that I put out on my network. And I put out at least one piece of media, a video, an article, a contest, whatever, in each of those channels every month. So I'm like running a a I'm the same at the same time, running an e-commerce business. I'm fucking running a content production network that has multiple different sort of channels that you could subscribe to. And some people like sustainability and some people like to look at make up demos and some people like to read about menopause or whatever. But the point is that them being engaged with me subscribed interested. Well, that keeps them coming back to my stuff to. Mm hmm.

Arri Bagah: And I know, like, you can go so on, right, and I know you have all this information on smart markers, so we'll have that in description for those who want to check out.

Ezra Firestone: I only have this information on your podcast linked to my.

Arri Bagah: Yeah. So definitely link that out. So now I want to get into more personal stuff. Right. So are there like any traits on a personal level that you need to have as an entrepreneur? And also, can you talk about like like your morning routine or different things that you do throughout the day that help you?

Ezra Firestone: Sure. So the first and foremost, I'm one of the things that's like a superpower for me is I am not afraid to ask for help. I understand that I have blind spots. We all have blind spots. I got shit I'm really good at. But I also have shit that I'm not good at. I'm not good. I'm not I am the least organized person you ever met. I am like a creative. I'm like, if there's a tornado on the top of it, I'm not the bottom of it. And you need that too. Right. So like, I've been really proactive about reaching out for help in any area where I feel like I need to up my game, hiring people to come in and train me, hiring coaches, going out and asking friends, getting consulting, like anywhere where I feel like, man, this looks like something we need to know how to do or this is something that we should be doing better or or for some reason, the backdrop of our business is chaotic. Why isn't it calm up? Because nothing's organized. Let's get somebody to help us. I've been really, really active about from from the jump being like I'm good at what I'm good at. And I'm and I feel confident. And that makes me feel good. And also, I know I have limitations and blind spots and I really want to not have my ego get in the way of me going out and looking for people to help me. And that has been like the one thing I see with entrepreneurs is they don't want to admit when they don't know, they don't want to admit when they need help. And it's like if you don't. And just stay where you are. I thought the goal was forward motion with the goals, forward motion, get somebody to help you. So I think that's a big one. It sounds simple, but it is actually like it goes deep. It's not as simple as it sounds. You know, the other thing is my motivation is not approval from the outside world. I'm not doing what I'm doing to be approved of, to look a certain way to show off how much money I have to my peer group to have people think I'm cool like I am not I. I feel right about who I am and I'm happy with who I am and I'm doing shit for because it feels like the right thing to do. And I think when you and I call that the difference between being interesting or interested. So if you're interesting, all the your attention is on yourself and how interesting you are and how cool you are and everything you're doing is to try to be interesting to other people. And that's like one way to go. But it's not as it's not as effective as being interested in the outside world, interested in what people need, interested in how you can help people, interested in how you can support your team members, interested in how you can make better products. I am interested in how I can be a better person, do a better job, run a better company, have people be happier with working for me if I'm interested in how to get better and I'm not trying to be Mr.Cool Guy, you know, I don't know how to explain that any better other than like I feel like that is a hiccup, especially for men. Now, morning routine is something I don't think you need. I avoid it for the first nine years of my career talking about your routines. Hey, routine is a tool and it's a tool. That's a very good tool. But it's not the goal. The goal is not routine. The goal is whatever the fucking goal is. And you can get to the goal in a number of different ways. And the way that I usually get to my goals was without routine, like I do what I do. But then we got so big that more structure was needed. And my team was like, Hey, dude, like you're never on during business hours. And I was like, damn, I got a point. So it's a longer story than I have time for now. But I will tell you, my my routine now is actually very structured. But I don't I'm not telling you this because I think, listener, that you need a structured routine. However, I will say I love my structured routine that's working very well for me. So here's what it looks like. I wake up at seven a.m. I used to wake up like noon.So there's a big difference. Over the last four years, the last four years or so, I've kind of upped my game. I wake up at seven am I make a coffee or green tea and I just play around on the Internet. I read some newsletters, I check slack. I just spend 30, 40 minutes just messing around, just doing nothing work and seeing if anything crazy is going on, checking stats, whatever, eight a.m. to nine thirty. I work out three days a week. So Monday, Wednesday, Friday, Tuesday, Thursday, I go for a little run. So basically by nine, nine thirty I'm back. I've moved my body. That feels really good to me. Move my body every day. I'm thirty three now. I'm about to be thirty four. It's not, it's different when you get a little older like I know thirty days is not super old but at the same time. It feels good to move every day, so I do that, I come back, I eat breakfast with my wife, we talk about our day, we talk about what she's doing, what I'm doing. We spend a lot of time together by 10, 30, I'm working. I put in 10 thirty to about two, two thirty. I break for an hour for lunch by about three. Three thirty. I put in another two hours of work, maybe three sometimes. And I'm done by five thirty or six. I do that four days a week, Monday, Tuesday, Wednesday, Thursday and then six pm to five thirty six. I'm like socializing or I'm going on a date with carrier. We're going to our land and swimming in the river. We're grilling, we're having fun, we're reading, we're, you know, we're participating in some other, we're doing some shit that is not work related. Yeah. You know, I'm hollering at you. Come up state. What are you doing in the city? And then I'm canceling on you the day before, whatever, you know, I mean, so I apologize about that. But I still think you should come upstate. But and then Friday I have what I call Silent Fridays, where there's nothing on my agenda. And of course, Monday, Wednesday to Monday and Wednesday calls all day Tuesday, Thursday, no calls. So Monday, Wednesday, I'm literally on call almost the entire day. But I'm the CEO of of two different companies and I'm the founder of another one. So I have a lot of groups of people to check in with. And then Tuesday, Thursday, I'm actually making stuff I'm creating. I'm going deep, you know, Tuesday, Thursday. They're like my actual work days, Monday, Wednesday are I like hold the container, check in with everybody, check work, make sure it's cool. You know, those kind of things Friday are a lot of times don't work at all. A lot of times I just do like really deep creative type stuff, organization type stuff like where I have no structure on Fridays. So it's a whatever day. And then Saturday, Sunday I'm off.

Arri Bagah: Yeah, that's one thing that we're moving towards here as a company to towards a four day work week because like all the work that you can do in five days can probably fit in like three days. Yeah. So that's something that we're starting to implement.

Ezra Firestone: Here is what we just did was we gave people the second half of Friday off paid so so Fridays from June to September for the summer after the first four hours, you work for hours and paid and you get it off. You just go enjoy, enjoy the summer. That's working pretty well.

Arri Bagah: Now, I know you got to get into another meeting, but we're going to try to do a part two because there's a lot to do a part time. You can cover it and we'll have you back on. But thanks for being on the podcast. And last thing here is where can people find you?

Ezra Firestone: You can find me a smart marketer, Dotcom, and very soon I'm hoping you'll be able to find our or dotcom as well. So we're talking about that on the side. So we'll let you know it can happen. All right. Thanks for having me on. Thanks for me. Thank you so much for listening to this episode with Asra. If you're listening on Spotify or iTunes, make sure to follow this podcast and give us a five star review. And as always, thanks again for listening to another episode of the Personal Mastery podcast.