Pendulum Book Review on The Sales Podcast

Hello, my friend, and welcome to the 507th episode of the sales podcast. I'm Wes
Schaeffer, The Sales Whisperer®, you host
Roy says Jeff You and Michael and Tim Might see this voluntary loss of privacy as
a very self-evident thing, And I think you guys are probably correct, But that's not
something I had really considere.d What I think we can expect to see happen is that
the general public will try to purge the system of corrupt politicians. We've seen
too much self-serving among our politicians, and a "we" generation just won't stand
for it. The recent Blagojevich conviction was the tip of the iceberg, and then came
Anthony Wiener with his sexting scandal and then Newt Gingrich, got a big surprised,
when he took the goodwill of the public and his campaign staff for granted. I
believe in the second half of this upswing into "we" we're going to elect political
candidates who lift brooms during their speeches and promise, "I'm going to clean up
Washington." Jeff says, "I'm seeing the opposite." Andrew Sullivan has been writing,
"So when did we become Rome? When did we go into decline. Sullivan would say that
what you're currently seeing is apathy and his prediction is that this apathy will
continue. I think I might agree with them.
So that is an excerpt from the 2012 book "Pingelom" by Roy H.
Williams and Michael R. Drew. I know these factors.
So the subtitle, "Pingulum, How Past Generations Shape Our Present and Predict Our
Future." I've known Roy since probably 2002, maybe a little bit earlier,
somewhere around there,
and Michael as well. In this book,
I've been referencing since it came out. I bought it brand new and hardback and you
know you look at this and you think so they were you know published in 2012 you
know they're researching it and writing it who knows 2010 into 2011 so you know so
looking back this is easily a decade old when they were putting this together and
Roy has quoted some of his writings going back to 2003. So he's been looking at
this topic, this subject, for decades. And so it's interesting now to pull things
out and see how accurate they were, especially when the goal was to try to predict
the future with this book. So Roy is the wizard of ads. I've been around a long
time. I've got all of his books. And I've got some rare ones, you can't get any
more. I head out there to Buda, South Austin. I used to go a couple of times a
year and just with business and life and everything else, haven't been as recently
as often, but I still get back there.
So this book, you think back, he's putting these ideas together, 2010, 2011,
talking about, you know, we're going to clean up Washington. Sounds kind of like
we're going to drain the swamp, doesn't it, in 2016. So Jeff Eisenberg,
I also know him and his brother, Brian, both are also New York Times and Wall
Street Journal bestselling authors, smart marketers, consultants.
So that's who is disagreeing, Jeffrey Eisenberg, you know,
he's seeing the apathy and it's interesting because both of these are kind of right.
Roy was right and I'll get into the we versus me. This pendulum is that's what
he's talking about and so the concept is and he's done a good job, I think,
validating it, is that every 80 years we're back to the same point that we were so
basically every 40 years we're at an extreme opposite a polar opposite and an easy
demarcation is to look back he goes back to 1943 we call it you know the greatest
generation we call it right because of the peak the zenith of the we generation so
1963 So we're 20 years removed, so we're at the midway point going from the peak
of a "we" to the peak of a "me." Then we advance to the zenith of 1983,
the peak of the "me" generation.
Swing it back down, 2003. We're back. Basically 2003 was 1963, all over again,
but swinging in the opposite direction, the momentum was carrying us to 2023.
Another peak of the "we" generation, basically 1943 all over again. So we're going
to take some time and break this down, but it's interesting and I cover this in my
private consulting, I talk about it when it's brought up, when it's appropriate,
just in marketing concepts, some key principles to understand, and the news,
I want to say bad news, but the reality is if you know what's coming, it's not
really bad news you can prepare, even though it's, you know, you got a hurricane
coming. Oh, is it bad news? Yeah, but I mean, if you know it's coming, you can
prepare, board up the house, get some water, get your generator, okay, you got to
rebuild, blah, blah, blah, but you don't die. And who knows, maybe you make some
investments and you capitalize on it, but I digress. But the point is, you know,
we're in tumultuous times, you know, we're a couple of years away from that peak.
And so even, you know, when the surge of a hurricane stops surging,
you're still flooded, right? It's got to retreat.
It's got to go back to where it was, go back to the ocean. So we,
the surge is coming and so it's not like things are over and get better once it
peaks. It still has to recede. So it's a multi -year period.
Each of these episodes, these zeniths are multi -year events because you're reaching
up, approaching the point, the peak, you achieve it, then you're slowly receding.
So the things I'm going to talk about, the ideas are going to give you the goals
to give you some ideas on how to handle the current time you know in the very
short term the next 612 you know 24 months and then you know into
2025 2026 and things start easing up but you gotta you gotta survive the onslaught
okay so I'm gonna pull out certain excerpts I'm gonna leave some meat on the bone.
Have you go get the book. If you don't have time to get the book, you just want
the cliffs notes calming. You can do a little consulting. I'll help you shorten the
learning curve and apply the lessons here so you can grow your sales. All right so
that's what we're going to get into. So hold on to your britches. So the part I
just read is from the towards the end of the And the section is called a Catholic,
a Mormon, a Jew, and an evangelical sat down at a table together and dot,
dot, dot. So this was from July 1st, 2011. So when Roy got a few folks together,
they had dinner, turned the recorder on, and they started talking about the book,
they started talking about, you know, making some predictions about what they all
heading our way and I'll come back to that in a little bit but I opened with some
pretty good predictions I think that that they made to hopefully peak your interest
to at least open your mind and consider this because Roy and Michael based their
this book on the research from another book, some guys wrote about 40 years earlier
called Generations, and they did a very detailed study and Roy went back,
I mean literally a thousand or more years, and he also considered, he looked at the
western world versus the eastern world, and basically we are at exact opposites,
pretty much exact opposites on the spectrum. So as we are approaching the peak of a
"we" generation, China, India, countries over there are approaching the zenith of a
"me" generation. So if you are involved at all in consulting and marketing in that
area, you know, in the Eastern world, look at Look at some old books, see what
people were doing in the early '80s, mid '80s, and center your marketing around
those messages. And you're probably going to be seen as a superhero,
make a whole lot of money, and you can build, you know, a new wing. When you
build a library onto your home, you can name it of a sales whisper, 'cause I gave
you that inspiration. Okay, deal? So Roy is, I think I would call him the
evangelical in that group. He is certainly Christian.
He is well -versed in the good book. He is a believer.
So I love the fact, you know, he, towards the Beginning of the book, he opens
with, or includes a passage from Ecclesiastes 1, 9 -11. What has been will be again.
What has been done will be done again. There is nothing new under the sun. Is
there anything of which one can say, "Look, this is something new." It was here
already, long ago. It was here before our time. No one remembers the former
generations and even those yet to come will not be remembered by those who follow
them. You know, look at clothing and hair. Some guys at my jujitsu gym are wearing
mullets.
One of the guys I do jujitsu with, black guy, dating a black girl.
She Is sporting the biggest afro? It's awesome. She came to the house.
I don't know two weeks ago had them all over for dinner and
We're talking she's in dance and got the bell bottoms. I mean, I mean 70s and 80s
Well, maybe in 60s and 70s, right? I mean just so look at clothing Everything comes
full circle. There's nothing new under the sun. So if you understand humans,
you understand how irrational we are. We take a good thing too far.
So it makes sense. And when you look at, you know, the time frame, people don't
just change on a dime. Okay? It's like, you know, trees don't change, but you look
at pictures, you know, when you first moved in and 20 years later, you go back to
the house, you know, you grew up in 20 and 30 years later. That little tree, you
know, is a big tree. The changes happen as well. I mean, the fact that my, you
know, 73 -year -old dad is, you know, we're FaceTiming one another. I mean,
he's got an iPad, right? I remember my father -in -law poo -pooing the idea of
PayPal. And now, you know, him and my mother -in -law, I mean, my wife,
they're passing money back and forth on Venmo and PayPal, so eventually the ideas
take root and then attitudes and behaviors change.
So, but we're,
we're unlimited beings in a way, right? We're made in God's image.
We have a touch of divinity. We have an eternal soul. But there's only so many
ways we can conduct ourselves. And Roy specifically intentionally leaves out political
names. It's not left and right.
you know, conservative and liberal. Because the ideals, you know, I'll touch on here,
they, they can cross party lines. So,
but as humans, you know, we, we move from either we're more focused on society or
we're more focused on ourselves. Okay, so to See how this can go back and forth in
a predictable manner. And when you understand just, again,
human nature, I mean I'm 51 now, I see how my own attitudes and beliefs have
changed. My body has changed, right? I can't party like I used to, good old Toby
Keith, right? I ain't as good as I once was, but I'm as good once as I ever was.
It's harder to recover. It's harder to build back. It's easier to get soft.
So it's the ebb and flow of life. You know, the young have to come up to bring
in new ideas because the old, we get tired. Our joints hurt.
We want to take a nap. Can't drink quite as much. The music is a little too loud.
We want to maintain the status quo. The status quo won't help with the evolution,
with the development of society. So to see things go from one extreme to the other,
it makes sense, you know, as you start to break this down. So the book,
in case you're wondering, is called Generations the History of America's Future, 1584
to 2069 by William Strauss and Neal So,
you know that I gave Roy the idea of the for this book So, you know as he as he
looked at it as he beginning the building his case here in the beginning he talks
about you know society hungers for individuality and freedom During the upswings of a
me Nothing wrong with that But we always take a good thing too far What begins as
a beautiful dream of self -discovery, 1963, ends as hollow,
phony, posing, 1983. And then from the heady heights of those glittering disco
lights, our desires drift quietly back to earth, feather -like toward what we left
behind, working together for the common good.
So, yeah, you know, 1963, "Wake Love, Not War, Man," right? We get into 1983,
I was 13 years old. Michael Jackson, parachute pants, beamers,
yuppies, Wall Street, the movie, all right, came out right around then.
you know, hostile takeovers. I mean, that was the ultimate me, me, me, get all you
can.
So now we, so 2003 was, we're going back.
2003 was basically 1963. Now we're heading up towards the peak of a we.
So what does that look like? So the we is the group, the team,
the tribe, the collective, he outlines the we versus me,
right? But the we, and I want to focus here because that's what we are in, right?
And we're going to be in for a while because again we're going to peak in a
couple of years, we're going to recede for a couple of years, so it's going to
feel basically the same for several more years. So demands conformity for the common
good. Applauds personal responsibility. Believes a million men are wiser than one man.
Two heads are better than one. Wants to create a better world. Is about small
actions. Desires to be a productive member of the team. I came. I saw.
I concurred. Admires individual humility and is attracted to thoughtful persons
believes leadership is this is the problem as I see it please consider the things I
am telling you and perhaps we can solve this problem together and strengthens a
society's sense of purpose as it considers all problems so I think there's a lot of
truth in this obviously nothing's going to be perfect, but when we look at,
you know, demanding conformity for the common good, this whole how we reacted to
COVID, right? Stay home, save lives. I mean, some facts are coming out literally as
I record this and we were probably lied to on a lot of those things, but I
digress. Applauds, personal responsibility. This is, this is interesting Because on the
one hand, you know, get the vaccine, wear a mask, stay home,
they're putting it, it's
like they're making, they want me to be responsible for you, right?
So but nowhere in there does it talk about, at least society today as we handle or
address COVID. They don't talk about getting in better shape, get some more sun,
exercise, eat better, stop smoking, stop drinking, stop eating junk food. I mean,
hell, the opposite is happening. They're literally bribing people with junk food and
alcohol to get the jab. So, and I've written about this before,
um, I feel like there's no personal responsibility anymore. You know,
take a pill to overcome hangover, take a pill to abort your baby, take a pill to
feel better in the morning, take a pill to go to sleep at night, take a pill
during the day to quiet your mind, take more pills so you can focus. I mean, I
feel like there's no personal responsibility, but I digress. But the whole coming
together, I mean, Wikipedia, things like that, Social media, crowd sourcing, GoFundMe.
People are pitching in, want to create a better world. Yeah, we're deep into that.
Recycle, reduce your carbon footprint, all those good things.
It's about small actions. Yes and no from what I'm seeing.
I see people
Flying to Kenya to dig a well Meanwhile, they pass, you know, 4 ,000 homeless people
on the way to the airport. I Guess it's not popular to save those people because
you look them in the eye so It looks better to show your passport as you board a
plane, but You know, so big actions then come home and go relax at the beach go
to a You know listen to your sound bowls or And I don't know, desires to be a
productive member of the team, yeah, I see a lot of that. You see it in companies
now, we're a family, there's no eye in team. So you know, I think that is,
that's accurate, admires individual humility, is attracted to thoughtful persons,
yeah, I can see that, although, I mean, People are thought leaders and influencers.
They're not too much humility there
Attracted the thoughtful person. It's like what's a thoughtful person is that person
who sets up three cameras to Hand out free socks to homeless people.
Is that a thoughtful person? maybe
You know believes in the consensus building consensus
sense of purpose as it considers all its problems. So I see a lot of that
happening, right? I see that happening right now.
You know, but compare that to a me generation just so you can see. But then, I
would understand that the reason we change from the zenith of either of these would
take things too far.
Okay, far. Like it says, although society gets legalistic and judgmental during a
"we," we do accomplish a lot of good things such as raising the flag over Iwo
Jima. We let our hair down in a "me" and become quite a mess because of it.
This gives us a particular joy. For example, Jimmy Buffett's Margaritaville.
We and me it's hard to choose between them Right, so the we demands conformity for
the common good me demands freedom of expression
The we applause personal responsibility me applause personal liberty
We believes a million men are wiser than one man me believes one man is wiser than
a million men Once to create a better world I came I saw I conquered as I said
before the me wants to achieve a better life I came I saw I conquered
we's about small actions. Me is about big dreams We wants to be part of a
productive team me desires to be number one We admire humility and thoughtful persons
me admires individual confidence and decisive persons.
We believes leadership is, this is the problem as I see it, let's solve it
together. Me believes leadership is, look at me, admire me, emulate me, if you can.
And finally, we strengthen society's sense of purpose, focuses on solving problems.
Me, strengthen society's sense of identity, elevates attractive heroes.
You know, we saw that with Reagan.
You know, people still to this day love him.
He believed in the American dream. You know, our best days are still to come.
Russia, you know, the Soviet Union was the axis of evil. You know, the evil empire,
tear down this wall. So, You know, as you break this down, you know,
it's hard to give you a lot to help you think. I think you'll get some clarity on
what the heck's going on. And honestly, it's one of the reasons I've managed to
stay calm in this chaos the last several years is because I think I feel like
things are happening as they should, as they've been explained, as I've researched on
my own and so you know I got a hard rain coming okay deal with it right get the
supplies ready and like we say we always take a good good things too far the
beautiful we dream of working together for the common good gains momentum until it
becomes duty obligation and sacrifice what began in Enjoy ends in bondage
Sir sir put your mask on sir sir your mask must be over your nose sir I need you
to put your mask on properly sir your children. Yes. I know your child is only two
months old put your put the mask on You will be kicked off the plane
All right It's become bondage Hell my own pool my HOA Memorial Day.
They finally open the pool
Maximum of 40 people up to the discretion of a pool monitor, which we now have.
The hours have been limited, reduced,
reduced them by four hours a day. Only five people from your family can attend.
If you have a big family, like I do, you must email the property management company
a day before and get permission. The pool shuts down twice a day for 30 minutes so
the monitor can have its lunch break. I mean, bondage.
You know you see it and and you know I tell people we got into it on my little
community private group page and with the board we finally replaced the board member
with a pro pool opener but like I mentioned small actions I I want to fly to
Kenya and dig a well as important and fulfilling as that probably would be. I want
to fix my own house, my own cul -de -sac, my own street, my own neighborhood first.
We let these things spiral out of control.
So you know people ask, how did the Holocaust happen, how I wouldn't have been one
of them, I wouldn't have gone along, yes Statistically, you probably would have.
So if you're not putting your foot down, if you're not at least questioning the
conversation, the so -called facts, if you're not switching and following alternate
news channels, if you don't follow the political party that you are against,
if you don't follow those candidates, to at least understand what they say. There's
a partner here in the book, I don't know if I can find it here as I do the
recording, but you know it's the old argument of to win an argument you must be
able to articulate your opposition's viewpoint and talking points better than they
can.
Not only will you feel understood, You'll probably win the point that you're trying
to make that may be a sale All right, maybe a marketing campaign. It may be a
political race. Maybe you talk your way out of a speeding ticket
so Stop throwing everyone under the bus, you know seek to understand it doesn't mean
you like them You know and I played football for many years into college.
I mean we watched to gain film of the opponent.
We want to see what were their tells, right? So we could take advantage of those,
leverage those weak spots so we could win. We didn't ignore them.
Study your opponent, keep your friends close, your enemies closer.
You'll get a lot of clarity, you'll sleep better at night when you take the time
to study them okay and study them in this light of a societal change and as you
do that things will start to make more sense when they make more sense you'll know
how to take advantage of the situation in business and life things just get a whole
lot better for you. Now as People want to go through book reviews like this,
require some bouncing around, you know, I don't think legally I could read the whole
book, I don't have time anyway. I want you to buy the book, do your own thinking
if it is of interest to you, but at a minimum I want to get you thinking.
But you know in the book he outlines, you know, what happens when we take a thing
too far? So it kind of touched on it a little bit of where we're headed as we
approach this zenith of the we, right, duty, obligation, sacrifice, but it's also
regimentation, self -righteousness, oppressiveness, which I already kind of touched on.
It's interesting that this, you know, COVID happens during,
as we reach the pinnacle, the zenith of a we. And you know what may be,
if COVID had happened in 1981, probably wouldn't have reacted like this at all.
So it's, you know, some interesting dynamics, but, you know, as we approach the
zenith of a me. So 81, 82, 83, you know, again, it spills over 84,
85, hollowness, posing, phoniness, self -centeredness, guru worship,
Depravity. We certainly saw that right in the 80s.
So again I bring these up just to help you have some vantage points to to analyze
all of this and to decide you know hey is this guy on to something or not and
like I said I think they are. I I think Roy and Michael are really on to
something, but you know, but again, we take things too far as we as we kill off
our heroes.
Is that a good thing or a bad thing? You know, I'm just rejecting, you know,
artificiality and hype. All right, maybe, You know, hey,
I'm just keeping it real, man. All right, is that a good thing or a bad, right?
Everything in moderation, there's nothing new under the sun. So if somebody's banging
a certain drum, even if you like the beat, you need to understand it won't last
forever. Is it their own thought? Or are they just caught up with the title surge?
Or the, you know, as the water retreats, recedes, are they just going with the
flow? And I think a lot of people do just go with the flow. So speaking of flow,
you know, Roy pulls out the old, the yin and the yang. When you look at that
symbol, it's a circle.
It's like two commas, right? Like two to teardrops, one black,
one white, but in the middle of the white is black, and in the middle of the
black is white, so you know, in the calm you have the chaos, in the chaos you can
find the calm, you know, liberalism and conservatism,
positive and negative, risk and reward, we see it in everything,
so regardless of what the You know, can you can you rise above it?
How can you stand out and stand apart in
The middle of that flow You know Isaac Newton he quotes, you know spoke of duality
as you know for every action. There's an equal but opposite reaction I love this
quote from Roy. He's I've used this and remember this for almost 20 years now He
says small minds will often cling to one and disparage the other.
So speaking of the concept of duality, right? So you get one idea, you know,
Trump is a pig, Biden is awesome. Fauci is super smart.
Anyone against him isn't. You know, Cuomo's doing it right. DeSantis is an it really
okay
statements like that show that you have a small mind and it's nice again getting
older not my monkey not my circus I don't have to engage in every battle I don't
have to take the bait every time you know I just made bed,
I'm going to let you sleep in it. And I will let you sleep in it." Then I'll
live stream it, but I digress. He tells a story of when Albert Einstein was serving
as the proctor for a university test on advanced theoretical physics, a student
raised his hand and said, "Sir, I think there's been a mistake. This is the same
test we were given last year." And Albert replied, "Yes, the test is the same as
last year. But this year, the answers are different.
Now I don't know when that was but obviously after equals mc squared I bet a lot
of answers to tests changed. He could give the same test and it's like uh -oh
things have changed. He quotes Niles Bohr he was a physicist winner of the Nobel
Prize for physics in 1922 for his contributions that were essential to our modern
understanding of atomic structure and quantum mechanics, the building blocks of
reality. But the quote is, "The opposite of a correct statement is a false
statement, but the opposite of a profound truth may well be another profound truth."
Crazy, right? That's when you got to get into quantum mechanics and you know,
is light a wave or is it a particle and since it's both it really can't be but
they are so what the heck's going on but I digress but the main thing is
understand you know again that things are predictable but inside of the predictability
you'll find counterintuitive contraindicators How are you going to use it?
But first you need to understand where the heck you are and where you're going, at
least where society is going, because like Gretzky, you know, escape to where the
puck is going. If you know where society is going and what is propelling and
compelling them, you can get ahead of the curve. You can jump ahead to where the
puck is going. Meet them there. I don't I'll have time to get into, you know, the
push versus pull marketing, but we are very much in the pull marketing phase of
business and of life. You got to get ahead of them and invite them with open arms,
have been waiting for you. I'll leave a light on for you. Come on in. Kick your
shoes off. Sit a spell.
That's where I think the power of this book can come in for you. So in So in the
book, he gets into these alpha voices and the six year transitory window. I won't
get into that right now. Got an event to go to a church. So I will leave that up
to you to dig into. He gets into the limits of predictability and there are limits,
none of this is perfect. Again, there's gonna be variations, okay?
But it's still pretty damn accurate. He goes back, you know, 1923 to 1933,
laying the groundwork, okay, helping you understand and see.
And he gives good examples of these alpha voices, and these alpha voices are their
singers, their entertainers, their actors, their novels, okay, you know, authors. So
they start to, you know that canary in the coal mine that that one sparrow does
not a spring make but you know that as just as you become attuned to looking for
them you'll get little glimpses you'll see somebody standing out making waves and
like hmm what does that mean so
Are you going to start seeing some alpha voices indicating that it's peaked and it's
now going to start diminishing as it accelerates towards the mean. But you know,
just good examples from 1924, '25, '26, '26, I mean just literally year by year
going back almost a century and he does, he goes back even farther and gives some
good examples of the Crusades and the Salem witch hunts, and it's weird.
It's weird. Then again, it's not weird because nothing new. There's nothing new under
the sun, but it's kind of weird seeing this unfold going back hundreds and hundreds
of years. Heck, he even shows, you know, pendulum in the Bible. I kind of mentioned
it already with Ecclesiastes, but you know, this, it's well documented. It goes way
back so but something towards the end of the book that I found interesting was
McDonald's McDonald's slogans from 1960 to 2008 so it'd be interesting to break that
down and see what they're doing now but you can see how how accurate this is right
1960 all -american menu a hamburger fries and a shake. 1961 look for the golden
arches. 1962 go for the goodness at McDonald's.
1963 the year 1963 is the tipping point into me so it's it's the bottom right so
1943 was the peak of the we the greatest generation we're all in this together
It goes down, it's now at the six o 'clock point, if you will,
on a clock. So the early adopters are embracing the perspective,
but the six -year transitory window is only just beginning. So by 1965,
McDonald's, where quality starts fresh every day, 1966, McDonald's,
the closest thing to home. Notice what happens as we approach the end of the six
-year transitory window into me and ride the pendulum to its zenith of 1983.
So 1967, McDonald's is your kind of place. It's such a happy place.
You deserve a break today, 1971. That lasted for four years.
75 we do it all for you 76 you you're the one 81 you deserve a break today so
it's reintroduced right from from 71 83 McDonald's and you that continues until 1991
so he says now that we're eight gears beyond the zenith of me and our self
-obsession has begun to diminish a bit. Let's see what happens next. So 1991,
food, folks, and fun. 95, have you had your break today?
It's different than you deserve a break today. Did somebody say McDonald's?
1997, 2000. We love to see you smile.
2002. There's a little McDonald's in everyone. 2003. I'm loving it. This is the end
of the me.
2008 now. What we're made of.
Interesting, huh? So in the we, You know, it's you know,
cut the crap and give it to me straight It's pulled positive attraction selling a
seduction authenticity reality and truth steak the me You're selling hope and I'm
buying it like it's crack cocaine push overcoming objections selling his combat self
Confidence and belief, advertising specials, sizzle.
So, since we're in the wee era, right? Pull them towards you, the positive
attraction. I've said for many years, you know, I hate selling, I hate overcoming
objections, and the old school alternative of choice closes, and I mean, the tie
-down, ugh, Give me a break I Think I was authentic before I knew that was a
selling
Angle a gambit Because you see it too often people they try to be authentic.
They try so much they become a caricature of themselves
Authentic and transparent. I mean they just it's just too much Okay, but that's
where we are now. We're gonna be there for a while. So don't push. Don't shove.
Don't force it. You know, the overcoming objections, it's very much like jiu -jitsu,
man. I mean, the more, you know, fight these young bucks, I don't fight them.
They're strong. I let them push me around and I roll with it. You know,
they push my head as I fall back. I hook my feet in the back of their legs. I'll
hook one in the back of one leg. I'll put one foot in one of their hips. Maybe
as they try to attack, boom, I can get them off off center, use their own momentum
against them. You know, so keeping it keeping it real dog.
But you know, look at what the most popular genre of television for decades now for
two decades easily has been reality television. You know, Survivor and Big Brother
and Button and Bachelor and all these shows. Although now, it's like very few of
them are truly
authentic. And you see them get burned. The more we find out how scripted they are,
some of them are losing their popularity. So, it's an interesting world and it's a
tangled web. We weave. Is it not. So I'll leave you with this. You know,
he talks about here towards the end of the book, because it's leading up into their
predictions for as we as the zenith peaks of the we, but you know,
it's a long time. It can easily be 20 years coming from, you know,
the bottom up Let's call it the, you know, the three o 'clock position of the
zenith of the weath and back down We call them, you know, it's the time of witch
hunts and transparency Authenticity I'm okay. You're not okay It's the 20 -year season
of holy wars us versus them We the good and the righteous defenders of truth and
beauty against them the evil and sinister Malfactors intent on destroying our way of
life
That is true from the Republicans and the Democrats. It's true everywhere you look.
It's us versus them and it's not on accident Okay Because Roy talks about this
Here's the payoff The easiest people in the world to manipulate are those who are
focused on a single issue Be forcefully against whatever they're against and you can
lead them around like a tame calf on a rope. You can't have insiders without
outsiders.
Okay? So it's no longer what you include and what you stand for.
Now it's a function of exclusion.
What do you exclude? What do you stand against? Yes, marketing becomes very easy as
we approach the zenith of the we. Just choose what and who you will demonize and
then start tossing fear -soaked words as though they were long neck beer bottles full
of gasoline with fiery rags stuffed down their throats. It's Machiavellian, we know,
but it's true nonetheless. We wish we could bring you happier news, but the simple
truth is this. Unless we begin working together to soften this coming trend of "I'm
okay, you're not okay," We're about to enter the ugliest 20 years of the pendulum's
80 year round trip So Roy was writing this like I said 2010 2011 published 2012
And he is right Okay to counteract the coming trend listen with your whole heart
and try not to interrupt be capable of Articulating calmly how the other side sees
it. And I'll let you read the nuances of that. It's on page 186.
It's great getting books that have predictions, getting them 10 years later,
'cause you can see how right they were or not, right? Because I'm telling you,
these guys are pretty damn right. It would behoove you to get it. Like I said, if
you need the CliffsNotes version, I'm going to help you shorten that learning curve
and not only learn it, but apply it. I've been doing that for a long time.
Hit me up, okay? Thesaleswhisperer .com, go to contact us. I will help you. I'm
helping a Vancouver contractor right now. And I just got feedback on Monday,
actually, during the holiday from Ellen. just finished my six -week Gorillaz of Growth
course. She's been selling software for two years.
Last week, said she sold three, the most she ever sold in a week, in her two
years of in the business. So if you wanna pick up your sales, I'm the guy,
hit me up, thesaleswhisperer .com, all right? Or join us in the Sell More of
Everything program. I'm gonna raise the price this I'm probably going to take it to
an annual instead of a monthly. So if you want to jump in, save a little money,
and have a month -to -month option, avail yourself of that now. Sell more of
everything .com. Thanks for listening. I'll go sell something.