Starting & Scaling Business at 15
w/ Brian Roisentul

Shaahin Cheyene is joined by Joseph Jaffe (Not Famous). He is a multiple author, serial entrepreneur and one of the most sought-after consultants, speakers and thought leaders on marketing, innovation and change. In this special episode, they discussed one of the most common mistakes made by entrepreneurs: taking themselves too seriously. They also discussed why having a thick skin and not giving up easily is important in business.

SUMMARY KEYWORDS

people, fucking, amazon, book, nf, sell, big, find, thinking, called, iran, moving, famous, business, fuck, author, money, vikings, kid, product

SPEAKERS

Shaahin Cheyene, Joseph Jaffe, Tom Arnold

Intro  00:00

You're now listening to hacking grow rich with Shaahin Cheyene and his co-host Bart Baggett, where we discuss hacking your way to success and the unconventional paths to unreasonable success with the people who've been there. And now the author of billion how I became king of the thrill pill called Shaahin Cheyene

Joseph Jaffe  00:26

and I say, and a little bit about him, and I'm just not sure that anything could do justice to his very colorful background, Shine shine, built a billion dollar business by the time he was 18 by creating a thrill, kill Kult. He's an award winning business mogul, author, filmmaker, and inventor of herbal ecstasy, the new tropic that sparked the 100% legal smart drug movement. He's been called the Willy Wonka of Generation X. Now, he's the world's leading Amazon industry experts. Let's welcome him on to the show. In welcome,

Shaahin Cheyene  01:13

servicing on Joseph and let me tell you I've at this stage done about 150 of these podcasts and interviews and I was recently on Adam Carolla show. And one thing I like about him that I like about you as well. And I'll start by asking you a question. Joseph Jaffe not famous. Do you know why angels fly?

Joseph Jaffe  01:39

Do I know why angels fly?

Shaahin Cheyene  01:44

I don't. Because they take themselves lightly.

Joseph Jaffe  01:49

Ah, you know what that deserves? My friend. It deserves that. It deserves that and what it doesn't deserve? Is that, yeah, you got the road caster, I

Shaahin Cheyene  02:01

love it.

Joseph Jaffe  02:02

When What do you mean, these are just these no costs and costs.

Shaahin Cheyene  02:07

And I will I will accredit that to my hero and mentor in life, although I've never met him, Alan Watts, who said that, but it kind of leads us to what I think, is the biggest downfall not only of most entrepreneurs, but of most people in general and just being human. And that's that they're just too fucking serious. They take themselves so seriously. Which leads me to a really funny story if you want me to tell it. But you know, I started this company, when I was a teen grew to over a billion dollars in revenue. While I was still a teen pre internet, a billion with a B, was one of the largest supplement manufacturers at that time, I invented a drug and it became a huge thing, a supplement, really. And I remembered that one day, I had a Asian client that really, really was pushing to get a territory. You know, we had broken down the company into various territories, and, and I knew nothing about business. And he had sent gifts and written all these very serious letters and all these serious people that come to my office, and I just been ignoring him. And after a while, I wrote back to him, forgive that sound. I'm gonna close that out. But I wrote back to him, we had faxes at that time. Remember, it was pre internet. So I wrote back to him on a piece of construction paper with crayons. And I faxed him a picture that said something silly, like little green monster says yes. And I remember the confusion that ensued, it went from one department to another department, to the secretary to the, and they're all looking at that this scribble that was basically just me fucking with them. And at the end of the day, the guy calls me the man, the head honcho the head of this mega corporation. And he goes, You know what? I like you, I get it. And that was it. We were on. Because I knew that he shared that same sense of humor. And at that moment in my life, I couldn't fucking take any more serious people. So it was epic. So with that said, I appreciate you Joseph Jaffe.

Joseph Jaffe  04:33

Well, thank you. And you know what, what I should have actually played for you is is my favorite introduction, which I think I played last night, but this is my best one. So I'm going to show it to you. Because I think I think he got it. He gets a brief he gets me he would get you you would get him. This is Tom Arnold.

Tom Arnold  04:55

Joseph Jaffe is not famous. Me, Tom. Arnold I am very famous. I absolutely like is it's very true. Like I had freaking heard of you. Sitting on Friday nights is how bad my life is. Listen fucker. Good luck. Good luck with your rebranding. Like anybody do what the day was before what was the name? Okay Who gives a shit that's a good name. Because he's got your name in it you can pretend you're humble. You say I'm not famous. And you know which you aren't. You're just having it anyway but I help you get famous do this. Good luck to you.

Joseph Jaffe  05:35

You love right?

Shaahin Cheyene  05:37

You love you some cameo I saw a few others on there you had

Joseph Jaffe  05:41

you know what you You are destroying you have you have I am the I Am the old short, bald white guy behind behind the curtain I am the Wizard of Oz. And you have just you have exposed me I'm Naked and Afraid. And in an embryo position right now all because of you

Shaahin Cheyene  06:04

know, to your, to your credit, you're using all the tools that we teach our students to use, you have to in life become a hacker. My podcast is called Hacking grow rich were close to about I think something like 100,000 subscribers across our different channels now. And what we teach is that nobody wins by playing the game the way they tell you to play it. Big resellers, ecommerce giants like Amazon, I teach this course called Amazon mastery, where I teach people how to make predictable recurring revenue on the Amazon platform, I teach people how to find products, sell them on the Amazon platform. And what they want you to believe is fucking bullshit. They want you to believe that if you are good little boy, Joseph Jaffe, and you follow their rules, that you are going to be just fine. But the fact is, there's 10 million sellers on there and growing, there are multiple people competing for that same little piece of cheese. And if you don't get creative, the way you have, using cameos, using the fame and authority of people using all these tools that are very efficient and effective, you're using an inexpensive tool to build authority and effect change if you don't know how to do those things. And you to your credit have done that instinctually we teach that in our course. And we teach people how to use platforms like Craigslist and and cameo how you can get famous people to be authority figures and figures of influence for your product. You did it intuitively, which is awesome. You'd probably be great at Amazon, I know you're getting into the the E commerce space. But the fact is, you have to use every tool in your arsenal. And you have to find out what tools the competition isn't using. And you have to jump on it like fuckin I don't know, but you got to jump on it. Like it was a gazelle and you're a lion in the savanna.

Joseph Jaffe  08:00

Just I was just thinking that that you said this beautiful contradiction which you then reconciled? Quiet also, no doubt. instinctually. And you said, and I'm gonna I'm gonna reframe what you said, basically, you have to understand the rules to break them. You have to understand the rules, maybe not to break them, but to figure out how to get by them or, or bend them. And I'll and I'll give you an example. It's just funny, it just it struck me, I just show changed. I won't mention the name of the show before because why I found that the show was getting shadow banned. And I wasn't able to promote the show. And I couldn't understand it. And so instead of trying to you know, as a the water, the river never beats down the rock but goes around the rock and slowly over time, breaks that rock down into sand. And so you got to understand the rules. It's almost like if I was giving someone advice right now, I would say I want you to go to YouTube. And I want you to read all the rules, read every single one, every nuance, and then figure out how to break them. That's what I heard from you.

Shaahin Cheyene  09:19

Yeah, it's true. It's absolutely true. And not only that, you've got to have swiftness, you have to have efficiency. You have to be able to be okay. With confrontation. You have to be okay, having thick skin. You have to be okay. In your case having trolls. There's people that are going to hate you. There's people that are not gonna like you fuck them, it doesn't matter. You have to be on rails moving towards the destination. And the best way to do that, as you've very well discovered my friend is by not taking it seriously

Joseph Jaffe  10:01

Ever, by the way, everybody loves me except the people that hate me. So, I mean, now now, I mean, talking about not taking things seriously one of the things that I started also, just sometimes something works, you do something differently. And, and when you have fun with it, you keep doing it. And I, I call it fun facts. And I figured, you know, let me have some fun with you. So, you know, we'll so the first thing I had is I'm not really sure who the real Bobby Axelrod is. And I'm pretty sure the guy on the left, the good looking guy on the left is a little bit more successful than the actor on the right.

Shaahin Cheyene  10:40

Daniel Lewis is unbelievable. He is a fucking hero. And by the way, this guy he speaks with like, okay, in, in the show he speaks was a perfect Bostonian accent. Yeah, he's like, he's fucking American. He's England, and watch his interviews. He's fucking English. And I don't mean a little English. That guy is like Queen's English.

Joseph Jaffe  11:03

No, it's It's amazing. And of course, he was in homeland. And he's, he's done a great job with that. We're going to talk about your wonderful book. billion. But and we're also going to take a step back and, and talk about this is what I thought of with, you know, with you the the movie, the movie Limitless, not, you know, everybody knows about Bradley Cooper, but they don't know about the man behind the man. But I thought maybe let's take a Sunday.

Shaahin Cheyene  11:32

Did you know that Bradley Cooper was in my house in Venice, before the film at a party, and we were hanging out talking about all kinds of fun things before he did that movie. Funny enough, right?

Joseph Jaffe  11:46

Did you know that I once went to see the Elephant Man on Broadway. And Bradley Cooper came out and took a selfie with me. No way. Really? I mean, that's, that's the not famous equivalent of your famous you see, now you're fucking with me? No, it's really true. Is it really, it really is true. We waited until afterwards, he came out and just he took he took a nice blurred selfie with my camera. And, and then he said, You bow. And then he sent me a book. No, I'm kidding. So I want to take a step back. And I want to hear about your origin story. You know, take me back to when you were bitten by the radioactive spider, or the equivalent. It's actually it's an amazing story. I mean, you know, your family fleeing. And I was listening to the interview with with Adam Carolla, and I was like, you know, Potato, potato, tomato tomato. I will pronounce it the way you pronounce it. In South Africa, I guess we would have said Iran. But and here, they would say I ran. And I think you guys did run. So I ran you ran, we all ran for Veyron. How do you pronounce the country? Iran, Iran, that's what I would have said, tell us about the story. Because, you know, it's amazing. You leave you leave home at a young age. But this is after having to come to a new country, establish yourself, have your family established themselves. I want to understand what what made you take what motivated you then? And and and now because it's a it's an incredible story.

Shaahin Cheyene  13:22

Yeah, we moved from Iran, back in the late 1970s, to the United States via Germany, of course. And we landed here in Iran, we were solid middle class came to the United States, we were poor. My dad was working at a pizza shop at dry cleaners, whatever he had to do to make ends meet. My mom was a house mom, she just took care of us, a wife and mother. And it turns out that they got lucky and managed to buy a house in a neighborhood that was very up and coming. And all around us grew all this wealth. And for myself, I thought, Man, I want that we lived in the shittiest house on the block. But there were all these big houses and fancy cars. And I was like, I want the Porsche and the beautiful girl sitting next to me and all those fancy things and the Rolex watch and all those all those things. And when I went to my folks, and I said hey, how do you get that? They pointed to traditional education. They said, become a doctor go to a school. That is what everyone does. Look at Mr. Tehrani next door, Mr. Tehrani is a doctor he is Ricci is good. And I said, What? Alright, let me be like that guy. And I looked at the guy and the dude was fat. And he was bald, and the wife was fat and bald, and the kids were fat and bald, and you know, yeah, he had this big house, but the bank owned it and he had this nice Mercedes, but the bank owned it, and he didn't own his hours. And I was like, fuck me. If that's my future, I'm gonna go just chill. On the beach because I'm out, and I packed all my stuff. And I left, I left home. And I went out to seek my fame and fortune, I had no money, I had no friends. And I found myself sleeping in these buildings that they had built, but were relatively abandoned until they finished construction. So I figured out how to get the codes, the lockbox codes, and I would go inside sleep at night, wake up in the morning before the brokers or anybody came and I would leave, I managed to eat by hanging out at the community college, they had some free food there. And I managed to get myself a mentor, the mentor guided me to the dancing the rave scene, the electronic music scene that was going crazy in those days, the rave scene of the 1990s. And what happened was that I started noticing in the clubs, that there was a very specific group of people who were making money. And everybody else Joseph Jaffe, war broke. It was the drug dealers. So I thought to myself, dude, let me be a drug dealer. That's great. That's perfect, fast money, I'll get the car, I'll get the girls, I'll get the all the fancy things. This is great. And then I looked back to my adolescence, coming here in my life of crime as an adolescence, realizing how fucking bad I was at crime. We had a little game when I realized I didn't belong in school. And what I did was, we had a little Greek kid, he was a midget, or a little person, whatever the politically correct word is, he would slide under the metal detectors, we would go into the liquor store. We were a bunch of complete misfits. I mean, none of us belonged anywhere, there was something wrong with all of us. And we would create a distraction, he would steal the nudie magazines, the little bottles of alcohol, cigarettes, glue, whatever he could fit in his oversized oversized clothes slide under the metal detectors. And we had a flourishing business going in school. The only problem was, we would always fucking get caught. Every time we would get caught, we would end up in detention, where we would find more customers sell more stuff and get caught again, I think we were the most caught people ever. So at this point, I'm going okay, well, a life of crime may not be for me because I am bad at crime. And then it hit me. What if I could invent a drug that was legal that was natural, that could do what the biggest party drug of that time could do ecstasy without getting me in jail. So I embarked on that journey, I managed to get myself a girlfriend, complete hot mess. And her father was the superintendent of some school district somewhere, I managed to convince her to allow me to enter in through the back door, while dude left through the front door to go to work. And I would cook up prototypes in her kitchen every day. Until one day we got a formula. And it worked better than expected. And that night, I found myself in the club, little teenage kid with a baggies filled with these goofy filled goo filled balls, because I didn't have to buy the didn't have the money to buy the machine to put it into actual capsules. So we rolled little balls of these herbs. And I had these baggies, and we had a little card inside with a butterfly in it. And I walked up to the biggest, scariest motherfucking drug dealer I could find. Dude had tattoos on his face the old tear things, meaning he probably killed somebody in jail or was killed by I don't know, there was some something bad had happened to this guy. And I remember walking up to the guy and being like, Hey, man, and he was like, I don't have any drugs. Get the fuck out of here. I'm out. And I said, Oh, wait. I began to realize the supply of ecstasy had dried up during that time. And none of these drug dealers had any product to sell. And I said, No, no, I'm not interested in drugs. He said, Fuck your UCOP What are you doing? Are you a cop? I said no, definitely not a cop, not a cop. Do I look like a cop? I'm not old enough to be a cop. He said them Why are you fucking with me? I'm gonna kill you. I was like, No, you definitely don't want to kill me. I want you to sell this. And now here's a man who's selling real drugs. And a teenage kid that just ended up cooking. Some goo filled capsule looking things holding up a baggie to this man the probably kills people for a living he had bodyguards around him he had like these females around him that were probably questionable as well. staring me down. At this point. I'm thinking to myself, Man, that's it. I'm gonna die. My life is over. This has been a good life and time to move on. And in that moment, two people walk up to him and the conversation ensues and they're asking him for stuff. He doesn't have it. They're giving him money. He's handing it back. Finally he takes the money, he motions for me to come forward. He takes the bag, one of the bags, he looks at me, and he goes, You better not be fucking with me. He grabs the entire backpack. He says, Don't go anywhere. I'll see you in two hours. It was the longest two hours of my life. I waited and waited and looked around the club. And I thought people were having a good time. This guy's face only had 111 particular look, he did not own any other looks this man. I think he didn't smile didn't frown. He was just hurt. And after two hours had passed, I walked up, it looked like people were having a good time, the people who purchase the pills from him look to be happy. And I'm standing there thinking to myself, Dude, I gotta find a way to get this guy not to kill me. It would be a win for the evening. If I did not die tonight would be a good night to not die. And as I'm staring at this man, I'm thinking of all the excuses, all the things I'm going to say to him to not kill me all work for him. I'll shine his car, I'll shine his boots, whatever he wants. And then he looks at me. I'm sweating bullets. And he says, kid, when can you get me more? And that was it. It went from one guy to 10,000 Guys. A lot of these dealers became legitimized, and we got our product all over the world and 30,000 plus retail outlets we were selling in Urban Outfitters. 711 GNC, we were selling in all the big supermarkets, music festivals, we were at Lollapalooza, we were in sex shops, adult shops, New Age bookstores, anywhere you went was our product. Until one day, I had an exotic car collection, Lamborghinis, Ferraris Porsches, I had the brand new NSX that came out one of my favorite cars. I you know, was flying on private planes all over the place. I had boats, yachts, all that stuff. And I remember falling asleep drooling on the passenger seat of my Lamborghini, not a good luck don't draw on those cars. They don't like it. And waking up walking into my office more like stumbling and my secretary at the time was pale faced. The news had come in that we had broke a billion dollars in revenue before Facebook before the internet before mobile phone madness of smartphone iPhone Apple phones. Before Silicon Valley, we hit broken a billion dollars. teenage kid dropped out of school, no friends or family anywhere to be seen. But we broke a billion dollars. Sam Donaldson, the great interviewer from Nightline was outside waiting to interview me. We were Newsweek was was there to interview us Los Angeles Times New York Times London observer we were everywhere. And I remember thinking to myself, Joseph, Holy fucking shit. I don't know how much a billion dollars is if they asked me how much a billion dollars is. I'm fucked because I have no idea that 1000 million a million 100 million, I'm fucked. And I remembered in that moment thinking to myself, fuck does this mean I'm gonna have to get an accountant. I think I'm gonna have to get an accountant. And these were the level of sophistication that I had in those days. But it was a wild ride. And I write about it in my book. billion how I became king as a robo call, which is available on Amazon.

Joseph Jaffe  23:20

Wait, hold on a second book to the wait a second Hang on a second. You wrote a book? I think we're gonna have to make you the sponsor of the show. So got their logo up. I think maybe let's change the background. And and let's do some more stuff about that. All that all that. But we we are we are celebrating the book and we're celebrating you. I mean, that was an amazing, amazing story. I mean, listen, I can give you you deserve the air horn. I got nothing I got other than that. It's basically finding sounds and doors creaking. I want to I want to take a step back and I got lots of questions. First of all, Glenn says, Iran, I lived with a woman from Iran for 10 years. And she hated hearing people say I ran she also by the way left in 1978. My mother is here. And and I just wanted to say that I just want her to know that if I'm going to do all the swearing, here's one for you my friend. If I wanted to say then I've got my own self bleeping mechanism. Monique is here. He said hello. I made it in. You know, he said one of the most amazing things he said I watched uncut gems during 2020 New Year's Eve with Jaffe he was with new streaming Eve with me 2021 And I will rewatch the show for 2022 and he adds variable sophisticated getting the book. So you've made at least one sale. Now. Now I want to go back and I want to pick up on three things in this story. First of all, I want to thank you for that story, because it's one of the first times in a while, where I got back to what I would say was my purist in this evolution, which is where I just basically, and with apologies to my mom watching, I shut the fuck up. And I listened. And I learned and I loved, I listened, I learned and I loved what I heard. Let's start in no particular order with the idea of luck, the luck that your parents had when they purchased their house, but more importantly, the luck that that how, how could you have imagined that you would walk into this rave? At a time when there was a you know, there was a scarcity of ecstasy to be sold? It? I mean, it's, it's incredible. It's unbelievable. How do you respond to people who say, but shine, that's great, and you got lucky? How am I gonna ever replicate that kind of luck?

Shaahin Cheyene  26:19

Life is about luck. But it's not what you think. Luck can be created. And it's about being in the flow. A great author, chicks that Mihai, who recently passed away actually, just a few days ago, wrote the great book flow, and he talks about the amazing synchronicities that could potentially happen when you're in the flow. My whole life, I've been lucky. But I really believe that I have created my own lock. I don't believe that in life. Anybody ever handed me anything? I don't believe that. I went to sleep and woke up and all the cards were in my favor. I just woke up on the right side of the bed. And that's where the golden goose that lays the golden eggs, or is it regular goose that lays the golden eggs is whatever, there was no goose laying golden eggs for me. There's no goose there were no eggs. There was no goose there was no eggs, you want luck, fucking go out there and work, hustle, go out there and bust your ass, don't sleep work harder than the last guy work harder than all those guys, and then do what we were talking about before. Find a way, there's always a way I teach people all the time how to become successful on Amazon. Now, Amazon being this new disrupter just in the last 1520 years in the retail space. And in the E commerce space. I see people going from zero to hero every day on Amazon. And yeah, you can say, Well, you got lucky. I'm not going to find my magic pill fucking bullshit. There's so many people finding their own magic pill every day. If you think that, give me a call. Join my course. Sign up all. In fact, for anybody who's listening to this podcast, if you reach out to me by email, and I answer all emails, I've never not responded to an email. It is dark possess@gmail.com da RK ZS s@gmail.com. Put not famous in the subject heading I will give you my $200 One hour course for free. I will give you the course for free, no obligation, no credit card, just so you can see how easy it actually is to start an online business. And yeah, maybe you're not going to become a millionaire or billionaire. Like me and my friends. But you know what, you'll be one step ahead of all the other fuckers who didn't do it.

Joseph Jaffe  28:58

Love it. That's amazing. And so you know what I I'm Would you mind just excuse me while I send an email to dogs this@gmail.com with the words not famous in the subject line. That is very generous of you. And an amazing, you know, and it's some I want to I want to skip to something else in your story. There are two things that are almost in Congress, you left home and 50 you talk about it. So non sterile, you know, so kind of nonchalantly, but who leaves home who is allowed to leave home at 15 Who who is so motivated by or repelled you know, from from the fat bald doctor whose house is owned by the bank and leaves home and then there's another part as well, which is you know, I mean, I mean, forget about Breaking Bad. You just went and concocted a legal herbal How How did you go into a kitchen and figure out how to create a recipe a cocktail? These two things are just one day you will be dissected my friend, your brain will be dissected, and they'll try and understand what makes you tick. How did you handle these two things? How did these two things happen?

Shaahin Cheyene  30:21

So that's one of the most common questions that people ask me. And the truth is that I had no idea what I was doing. The fact of the matter is that when the decision is made, the doing becomes effortless. What do I mean by that? What I mean by that is that once you become resigned to achieving the result that you want to achieve, and you decide that you are willing, you don't might not have to do it, but you're willing to do whatever it takes to get it. Very little can stop you Sure. If you die get hit by a truck or something. Maybe outside of that, I wasn't willing to take no for an answer. And there was zero indication if you saw it in my face that I wasn't willing, able, or interested in doing the impossible. Sure, it's a seemingly impossible task. I wanted to disrupt a couple major industries, do it as a teenager without any money or idea of what I was doing. But what I had was grit. What I had was all those years of having the shit kicked out of me, coming to an American school, being biased for being from Iran being pushed around as a kid. And realizing that that built my character, it built my ability to stick to something, it built my ability to be knocked down as many times as it takes. And then to get up and to succeed. It's you know, I oftentimes talk about the culture of the Vikings, I'm a huge fan of Viking lore and in Norse culture in history. And when you look at those guys, they would go on the ships, these tiny little manmade ships, I mean, not massive things by today's standards at all. They would cross great seas risk, great danger in life, to do something impossible to take over. What was one of the most quote unquote, civilized civilizations ever, and they fucking won. For hundreds of years, the Vikings ruled England, and they didn't do it by fucking being like, Man, I don't know. That's impossible. I'm gonna have to get in the fucking boat. What am I going to drink? What am I going to eat? No one's done it, we don't have navigation. So they were like fucking swords drawn, we're going out there, and we're fucking going to win because we're fucking Vikings. And that's what we do. And it's that same spirit that when somebody has that backup, because that person is going to be the most dangerous person you will meet today. And that's what happened. And for me, I picked up the phone, I picked up books, I started calling authors. And they'd be like, you know, you're bothering me kids stop calling. I'd be like, Okay, great. Knock, Knock tomorrow show up at their door. I wouldn't take no for an answer. I'd go to herbal stores and Chinatown. I'd be like, I need some herbs. They'd be like, Okay, it's $500 the Great, I'll pay you next week. It'd be like, we don't do that here. I'd be like, now you do. And I show up or they tell me to fuck off. I'd go to the guy next door and I do the same thing. I wouldn't take no for an answer. There was zero possibility of me not succeeding. And that's what led me to that moment. It led me to that moment again, where I'm staring at this guy that eats kids like me for a living looking up to this guy sweat dripping from my from my brow, but my feet glued to the ground, not moving not one inch. Because I wasn't going to take no for an answer. It's that same spirit and you can build that I teach it to all my students who are part of my Amazon mastery course. But you can learn that you can learn that through mentors, you can learn that through mastermind groups, you can learn it through books, you can learn it through not working in a vacuum and having people around you that endorse you and encourage you and bring out the greatness of who you are.

Joseph Jaffe  34:23

I love it. I love it we get another standing ovation and you know as I would say, although my wife is getting a little tired of the joke, I would stand for you but I'm not wearing any pants right now. So I was fit. Yeah, I will spare you the trauma. So one of the things that I like to do in the show is it is my gift as well to my you know to my fellow authors is tell them the name of their second book or their next book. And yours is a very simple one. The name of your next book look for it on Maybe you've heard of the site Amazon. But it's definitely going to be called because we're fucking Vikings. That's the name of your next book. It writes itself, doesn't it, it really writes itself. But I love that. And that's the phrase, that's the key phrase, it was this is because this is who we are, we don't know how to do anything differently, because this is who we are. You know, and if you are, if you are a hero, if you are a winner, if you are hungry, you know, if you're passionate, you just go and you fucking do it. And, and this is the time of the show, where I basically try and stump you by coming up with a quote that I believe is connected to you in some way, shape, or form. And then I try and find the perfect time of the show to bring it on. So do you know which wise man or woman said this? While you are sleeping? Your enemies are planning your demise? Do you know who said that? You're winning? NFT? If you know that

Shaahin Cheyene  36:06

sounds really wise, I mean, the guy who wrote that should really win some kind of award. I'm gonna go with me, I'm gonna go with me for 100?

Joseph Jaffe  36:18

And the answer is, yes. So I had another quote for you. And then when I saw this quote, I was like, well, let's make this the quote of the episode, while you are sleeping, your enemies are planning your demise. So what does this mean to you?

Shaahin Cheyene  36:36

Everyone's too fucking fragile. Everybody has thin skin, everybody's thinking, man, maybe I won't get first place, I'll win a consolation prize, I'll win. Second place. All you know, I don't, I can just take it easy. All shit. Whatever you're thinking right now Google it, there's 50,000 people thinking it whatever you want to do, there's a million people out there better than you who could do it. And if you close your eyes, in the time, it takes you to blink. There's 50 other guys who were just waiting for that opportunity to take over your share of the market. It happens every day, on every platform. And the way that you get around that is by knowing who you are being self reflective, but always being one step ahead. And you can learn that from great teachers, great mentors, but I oftentimes tell people seek somebody out who is where you want to be in life, and have them show you how they got to where they are. And if you do that, you can always be one step of the One Step Ahead, I should say, of the competition.

Joseph Jaffe  37:58

And I'll add one thing to that as well. Which is by it's funny, because I literally had a conversation about that earlier today. If you go to someone who is where you want to be, and you ask them for help, chances are they'll want to help you. Because there is a it's an interesting connection, because you're coming to them. You're not You're not in any way, shape, or form looking to replace them. But everybody wants to be able to help in that way. Because it's it's somewhat connected back to your own ego. So there's something magical about that advice is so spot on. So spot on. It's actually and I'll say what I'm, I'm going to take that advice to, you know, in looking towards how do I get to the next level, that's how personal it is to me. That's how spot on it is to me.

Shaahin Cheyene  38:56

Or they'll tell you to fuck off. Either way,

Joseph Jaffe  38:59

you still rebel, tell me to fuck off. It's one of the two right and I can live with either. You know what I can't live with his his you know, as they say, and I know, Monique is is watching and beneath his, you know, I mean, I'm seeing the stuff he did no Plan B's for me either make it?

39:19

Or

Joseph Jaffe  39:21

I was like, Wait, did he type that wrong? No, he didn't either make it or make it. These are the options. And you know, he added one thing as well that he used to escape home at 12. One claimed, I think climbed down the water pipe. We have those externally in Yemen. So Iran and Yemen. Yeah, now and now you both are here kind of kicking us.

Shaahin Cheyene  39:45

Yeah, yeah. What was the question again? So I'm just kidding. I

Joseph Jaffe  39:50

don't even I don't even know. I want to at this point. I'm having so much fun with you and you for whatever reason You know, you've made me feel like this is the show that I always wanted to create. And, and, and it's clearly your energy, your energy and your approach. It's just awesome. You came here you brought your A game, and you just kicked off and I love it. As someone else who's kicking us is our correspondent on Wednesday, Brian fans Oh, I social fans. And he sent in this correspondent vignette, all the way from Times Square, where he's going gaga over NFT. So let's hear what fans I want to say.

40:37

What's up friends of prime fan so here I social fans, and I'm out of events this week. And so I want to just kind of like talk about where we're moving in the future. And I know many you probably have heard about the blockchain or you know, crypto, or maybe we're even hearing about NF T's. And times are definitely changing, we are living in a space where we are shifting control and power from the brands and from the centralized entities like platforms, and moving that power to the creator and the individual. And I've actually never seen it more relevant than it is right here as I am standing in Times Square, and it is NF. T. NYC, which is a biggest NFT event here in 2021. And all of these billboards behind me all of those billboards, have had NF t's on them have had the whole kind of shifting the narrative around this whole concept of NF T's. And and for me that the clarify like delete, I mean, really kind of thinking about like, how do we talk about this thing that has like, maybe its Martians, like meta fans, like right there on the Billboard, the real like value, the real thing for us to realize and recognize is, it's about this idea of frictionless exchange of value that is not only transparently shared, but it's trackable on the blockchain, to the ledger. And to me that alone, this idea of, of how we track value, how we can exchange value and how we can eliminate the friction is why NF T's and blockchain are transforming. When you think of business, the way we think about the way we move forward. And I will tell you, you know, I was just in in a couple of sessions just now. And I think one of the most important things is all of the creative energy from creators that are artists and musicians that are TVs of TV hosts, are going to be tilted towards NF T's and leveraging cryptocurrency, and therefore for every brand, every leader, we have to really identify what does this mean for us. And the beauty of it is, if you understand that the future of business is community, all of this will be seamlessly integrated, because it is truly a community first mindset. And I believe this is going to be the biggest disruption and one of the coolest times to actually be in this space and also really transform what's going on. So from New York City Square, when is my fans I social fans, I wish you a great day and I'll see you

Joseph Jaffe  43:04

and I would be remiss if I didn't say his coin is the ADHD coin. And you can also get that on the rally.io network. Yeah, I love that belief says love it. And, you know, Brian is actually going to offense I was actually going to be moving to Tuesday because he's just gonna you know, he's so into this whole Metaverse and crypto and world that he's I just said to him today, you've got to do you've, you've just got to report on this every single week. And in the short term he's going to be doing, you know, wellness Wednesdays focusing on mental health, ADHD, super powered misfit mafia. So thank you fans. So, Shane, any thoughts on on what fans had to say, you know, including what the fuck is an empty?

Shaahin Cheyene  43:56

I think the world is changing very rapidly. COVID has shown us that nothing stays consistent for long. And the interesting part about what we're seeing now with Blockchain with NF T's is that once again, it's industries that are being disrupted. And power is coming back to the hands of the individual, the people the little guy. That's one of the reasons why we do Amazon because the look at a guy like Jeff Bezos, for example, and they think, fuck, man, look at this guy. He's a gajillion heir, and he's got more money than I'll ever get. And, and they have that attitude. But what they don't see is that there are more millionaires and billionaires made from the efforts of that man than anyone else in the last 20 years. Bezos is going to be creating more and more and more millionaires and billionaires just in the next 10 years than I think we've seen from any other urging industry because he's opened up his platform to allow third party sellers to sell on there. So me you, Uncle Joe, everybody who we know can go on to Amazon start a seller account, start discovering products and to start selling them. And these are disruptors, these are disruptive industries, things that will be disrupting the way that we do business just like NF T's and crypto are. So I think that it's it's all part of the same story. Where before with consumer products, goods, which is the area that I'm proficient in, you had these big players, you want to buy soap, you got to buy it from that big company, you want to buy a cola, you got to buy it from one of the big two. That's it, no other game in town. And then Amazon came along and they said, hey, you know what, we're gonna give everybody a fair shot. Now you got millions of soaps, millions of sodas, millions of all these kinds of products being sold on there. And not only that these big companies, these big corporations are having trouble competing, because the language of disruption marketing is Seth Godin, the great marketing expert used to say branding, marketing expert author, a Purple Cow and a bunch of other stuff, check out his books, he's great. would say the era of disruption marketing is over the era of these mega companies spending billions of dollars on TV ads and radio ads to disrupt what you're doing to grab your attention to get you to buy that one shitty thing that they're selling. That's over. Nobody fucking trust them. Like you said in your in your intro. Nobody fucking trust the corporations anymore. Nobody trust the government anymore. So where the power is gravitating back to is the individual and we're going to see it we're going to see it in businesses like Amazon and FTS and cryptocurrencies. All these are things that are are fascinating to look at, but all become part of a bigger plan for foundational wealth, which is, guys, everybody has to get into cashflow, positive real estate, ton of wealth is created through cash flow, positive real estate, one of the best ways to invest your money, compounding interest, get involved in crypto and FTS stocks, options, futures, anything where you can invest that money and have that interest compound. You should have a career job, something that keeps baby Joseph Jaffe and diapers you got to have something that keeps your family fed, so you don't have to stress, eventually, we'll get you out of that. So you don't have to sell your hours. And fourth, the fourth leg of the table, the pillar of our foundation is an E commerce business. There is no reason why now, at this particular point in history, that you have not started an E commerce business, and I'm talking to everybody who's watching this, it should be part of your investment portfolio, it doesn't take that much time, it doesn't take that much money, it doesn't take that much energy, the risk is very low, low stakes, and the reward and potential is very high. And we are just at the ground floor, just like we are with crypto and with NF T's.

Joseph Jaffe  48:01

And quick question, what is an E commerce business for let's say, an author or a speaker or a talk show host? Is that a book? Is it something like one of my books? Is it merch? Or is it something else?

Shaahin Cheyene  48:18

That depends on who you are. Obviously, if you're a doctor, and you've written a book on, I don't know, leg cramps, for example, then it would behoove you to look into the market of light cramp products. Maybe there's a supplement for that. And you can be the authority figure for that and sell it on Amazon and tell that story. We teach in my course in my FBA seller course, we teach people don't go inventing a product and then going out there trying to find a market for it. What you want to do is you want to create a product after you have found the market. So distribution first, always find a market, find what it needs low hanging fruit, find the vulnerabilities in that market, and then go out there and exploit that market. That's what we teach.

Joseph Jaffe  49:06

Amazing, amazing. We are almost at the top of the hour, but I wanted to make sure that I touched on something that I noticed about you, which is in the 1990s you and you told us that amazing story of herbal ecstasy and and what a story that is in the 2000s. And we didn't discuss it You did all hot with with in the whole field of vaping in the 2010s and it says it's interesting because I was reading through your press sheet it says 2010s Amazon and E commerce expert and speaks about what you've been doing now. And then I thought to myself, wait a second. This man reinvents himself every 10 years. He completely reinvented himself or more importantly is He moves to something he is truly skating to where the puck is going to be. So I don't know if you've seen that, or that's been reflected in you, or whether that's kind of front and center, number one, and number two, what is it going to say about Shaahin Cheyene  under 2020s? Because it's 10 years now.

Shaahin Cheyene  50:24

Yeah. So I think, are you asking me what's next?

Joseph Jaffe  50:28

I'm not asking what's the next big thing. I'm just asking what you're gonna do next.

Shaahin Cheyene  50:32

What I'm going to do next? Well, right now, there's a huge push for Amazon companies and Amazon products. And we're in the process of selling one of our big companies. So what's next now is getting this company sold, there's been over I think, $6 billion pumped in from Wall Street into these aggregators that are coming in now and buying up Amazon companies, there's never been a better time to be in the Amazon company's products business. And we're just getting geared up now to sell some of these companies. So what's in the future for us is moving company selling companies and then also my students are getting ready to do that, too. So a lot of the people who are in my course. Now we're getting to the point where we can start looking at building their companies for sale for an exit, which is the dream of any entrepreneur that starts a company.

Joseph Jaffe  51:25

I hear vertical integration, I hear venture capitalist angel investor, it makes complete sense to me. You make sense to me beneath applauds you. As to why, for those of you that want to find out more about guest number 297. And without question, the best guest yet, in this little adventure of mine, you can find out more about Him and follow Him and connect with him. Not only on Twitter, and Instagram and meta book or face meta or whatever the hell they call it, and LinkedIn, subscribe to his channel on YouTube by billion how I became king of the thrill kill Kult find out about his Amazon FBA course. And not only can you do that, but of course very kindly. If you email him docsis@gmail.com With not famous in the subject line, you're gonna get access to one of these courses for free. Most importantly, look out for his new book, because we're fucking Vikings available wherever fine books are sold. Shane, thank you so much for hanging out with me today. I have one more surprise for you. Which is and this is not cameo, and I resent any allegations but I flew Chuck Norris into my studio. Yeah, the world what he thinks of you and this is what he had to say. You are Chuck Norris approved. I will be back tomorrow with Bruce. AKA everyone. Thank you again Shane. Bye bye

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About - Shaahin Cheyene -

Hi, my name is Shaahin Cheyene and I help individuals and owners transform average sales into extraordinary income using my predictable sales system that never fails. Whether you have zero online sales, want to start on Amazon, or have products that just need a push, I can show you how to do it. If you're interested in getting more sales with predictability, watch my FREE CASE STUDY Now!

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