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Shaahin's Intriguing and Thought-Provoking Success Story
w/ Rajeev Mudumba
Description:
Shaahin shares his success story with Rajeev Mudumba, the host of Plan B Success Podcast where he shares intriguing and thought-provoking business and personal growth content and interviews inspiring entrepreneurs and professionals who have found success through a change, a pivot from what they were doing initially. The show is full of value nuggets for entrepreneurs, professionals, students and you!
SUMMARY KEYWORDS
success, people, business, Rajeev, amazon, sell, book, thought, live, money, learned, Shaahin, world, challenges, bezos, called, walk, hear, drug, life
SPEAKERS
Rajeev Mudumba, Shaahin Cheyene, Intro
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 Cult, Shaahin Cheyene
Rajeev Mudumba 00:25
Greetings, everyone and welcome back to another episode of plan B success. We have Shaahin Cheyene with us today, all the way from Venice. Now, there's a lot of things that China does, it juggles a lot. And I probably can't go through the entire list. But he's an entrepreneur is an author, a filmmaker, an inventor, his startup founder, brain, nutrition, accelerated intelligence, herbal ecstasy, and so much more. So let's hear. Let's welcome Shane, and then hear from him. So welcome, Shane.
00:55
Hi, Rajeev. Thanks for having me on.
Rajeev Mudumba 00:58
Awesome. So looks like you really do juggle a lot. So why don't you tell us in your own words, what you're all about.
Shaahin Cheyene 01:06
So immigrant family, came here during the 1970s. The fall, the Shawnee, Ron came to the United States as refugees didn't speak a word of English. By the time I was 15. I decided, You know what, I got to get out of here. I want to make money. I saw all this wealth around me all the success, but none for me. So I thought, Man, I want the Porsche and the beautiful girlfriend and the big house and all those great things. So I went to ask my parents, Rajeev, and I said, Hey, you know, how do you get that? How do you get wealth. And of course, being an immigrant family, my parents immediately went to the only place that all immigrants go, which is you must become a doctor. You go you become doctor, this is the only way to success is doctor but you mean, doctor? And I said, why? They said, yes. Go talk to Mr. Irani across the street. He's very successful. He's a doctor. And I said, Oh, back. All right, let me go talk to that guy. And I went to talk to that guy. And that guy didn't look good. He didn't look healthy, and look happy. And I start talking to the guy and I started to learn some things. I learned that his house did not belong to Him. The bank owned the bank owned his car. His wife also was not happy. But kids also were not happy. This guy was selling his hours, he would wake up at five in the morning, go into a job that he hated. And come back at night to wife screaming kids screaming and rappin repeat. He had found the hamster wheel. He had found his gold plated prison. And I looked at that, and I had the foresight to see Dude, I don't want any part of that. So I left, I left home. I abandoned friends, family, everything. I had no money, nowhere to live, and effectively went to sleep on the beach. I was like, You know what I'm out. And during that time, there was a rave scene that was happening in Los Angeles, a big, big excuse me, electronic music scene. I'm going to take a drink here. Just recovering from COVID. So the electronic music scene was huge. It was massive. There was electronic music ever. I thought, wow, this is perfect. And I learned how to get into the parties. And I started watching them looking for a business model. I didn't do drugs, I didn't drink. I didn't do any of that stuff. I was interested in the money behind the music. And what I learned was that the majority of people in these events weren't making money. What was making money was one specific category. You guess what it is Rajeev? What is it? It was the drug deelish. Rugs were flourishing, and they were subsidizing 1000s and 1000s of people coming out every night until the morning morning hours having these parties. So what did I do? I decided, You know what, I'm gonna become a drug dealer. This is spectacular. I can just sell drugs. It's easy. It's great. It's, it solves all my problems. I want the fancy car, I get the pretty girl I get all the stuff. But then I looked back and I realized that I would not be very good at crime. I know this from being a self reflective human being that every time I tried crime in my adolescence, I would get caught. And then it appeared to me. Shaahin if you could invent a version of the most popular party drug at that time. Something that's legal, something that's natural Something that would duplicate the effects of ecstasy, which was the most popular drug at that time, you could make a killing. And that's what I did. I managed to get myself a girlfriend. Her dad was like the superintendent, accountant, something of some big school district. So he would leave early in the morning, she would sneak me in through the back as he left through the front. And then what I would do is I would cook up prototypes in our kitchen all day, and we would give them to the teenagers in the neighborhood until I got a formula that worked. And my plan was, I would go into the club at night, I would walk up to the drug dealers, and I would convince them to sell my product. And that's what I did. And believe it or not, it worked. And it went from one guy to 10 guys to 10,000 Guys, and we were selling all over the world. These guys became legitimized, I made more millionaires in that time than anybody in the electronic music scene. And from there we got we became we became legitimized, so we got into brick and mortar I was in 30,000 stores. We were all over the world. And I remember I had a collection of exotic cars and I had fallen asleep drooling on the seat of my Lamborghini is a beautiful car brand new, gorgeous. And I stumbled into my office like what the fuck is going on today? Everybody staring at me, my receptionist like pale faced, and the news had made it out. The news broke that we had made over a billion dollars in revenue, pre internet, pre social media, pre cell phones, a billion dollars. Sam Donaldson with Nightline was outside waiting to interview me. Montel Williams wanted to fly me to New York, we had to Newsweek covers LA Times cover Details Magazine. We were in and I was a teenage kid. And I remember the first thought that came to my mind Rajeev was, Holy fuck, I don't know how much a billion dollars is literally, is it? 100 million, 1000 million 15 million. I gotta figure this out. And I had a little panic attack. And then my second thought Reggie was, does this mean I'm going to have to get an actual accountant. And I learned a very important lesson. And I'd like to share this with the plan B success entrepreneurs. And I think it's something very important for everybody to know that accountants are not the guys that count the cash in the duffel bags that are piled into your office. I learned that the hard way, when I started realizing what accountants actually do. But though that was the life I lived in those days, exotic cars flying everywhere, private planes, boats, I had all of that stuff. And we had bags and bags, it was a cash business. I was making this stuff for 25 cents. And we were selling it for $20. We went on tour with Lollapalooza, we were everywhere. And it was an amazing ride. And from there, I went on to invent the vapor digital vaporization What now is the standard for all the vape technology that you see all that came out of my patents and my technology? That company went public. From there, I went on to researching this little unknown guy that you might have heard of this guy named Jeff Bezos. And Bezos was very accessible in the pre internet days. And I remember we got news through the grapevine that Bezos was opening up the Amazon platform to third party sellers, enabling third party sellers like you and me to sell on there. So I had a brain supplement at the time, it was called acceleron. We still sell it. There's another one called Focus plus that we make spectacular, but it was expensive. It was about $120. And I remember thinking to myself, Man, how do I sell this? Ma'am? I'll put it up on Amazon took me 15 minutes. Very easy. In those days, there was no questions. You open up a seller account you list I did that. And I woke up in the morning to 1000s of orders. And I stopped everything I was doing. And I said, You know what, let me look into this Bezos character who is this Jeff Bezos? Turns out, he's not a chump. Turns out he's one of the smartest guys in the room, one of the most brilliant minds of our time, creating an E commerce disrupter that was going to change the world. And I went on to focus exclusively on Amazon to learn all the tricks to master selling on Amazon. And that's what I've done. No. And now I teach a course by the way for any plan B entrepreneur students, if you mentioned Rajeev, or you mentioned Plan B, email me directly. I've got a one hour course I teach everything from A to Z, how to find a product. How do you how do you even discover a product to sell if you don't have one? If you have one? Is it a good idea to sell that product? I'm sure a lot of people have product ideas, they just don't know how to get them out there into the world. How do you create a company? How do you sell that product? How do you effectively do it on the Amazon platform? So people see you on that first page. And that's normally $200. Rajeev, I'm going to give it to every plan B success member who emails me and mentions Rajeev or plan B for free, zero credit card zero obligation, you will never hear from me if you don't want to. And that email is DARKZ e. S s@gmail.com. Or go to FBA seller course.com. FBA, of course, for fulfillment by Amazon, and reach out to me they're
Rajeev Mudumba 10:40
awesome. Awesome. So let me take a step back. So that was that was quite a whirlwind tour that you gave us. So what what's your background? You know, what, how did you kind of get into coming up with all these concoctions?
Shaahin Cheyene 10:57
I have no background. I have a background in no bullshit. I have a background in school of hard knocks, I have a background in sleeping in the backseat of a car and eating ketchup for a month until I made shit happen. That's my background. My background is going and knocking on doors until enough people said no to me that I knew that the next one was going to say yes. That's my background music. Yeah, I was I was 15 years old when I dropped out of school. I don't even I have a great school education.
Rajeev Mudumba 11:30
When you when you went down this path of coming up with, you know, some of these legalized? You know, the drugs that you do that you put together, which were legal? What were some of the challenges that you face? Did you have to explain yourself to the to the lawmakers or anybody else? Anywhere that any stumbles that you had while you went through this process?
Shaahin Cheyene 11:55
Yeah, that's a good question. People don't usually ask me that. So I was a kid. I was 15. Imagine 15 years old. Do you have kids? Rajeev? Yes, I do. How's your
Rajeev Mudumba 12:05
kids? 18 and 13. Okay, imagine
Shaahin Cheyene 12:09
your 13 year old two years from now leaving home with no contact, no support from you. And starting a business that's going to generate a billion dollars, maybe because it's your kid, it'll happen. Hopefully, he won't leave home. But, but that's who I was. And the fact that, look, I think our kids are going to be different. I also have a eight year old son, because our kids are growing up in the ultimate luxury. They're growing up in ultimate comfort. And so they're going to have to figure out a way to develop grit, and to develop discipline in their lives. But for me, I was thrust into the world. And discipline came from wanting to eat, literally, I would not eat unless I was able to go out there and make a sale. So what became a necessity for me, was being the best at whatever it was that I was doing. It was 100%. My ships were burned. There was no alternative for me, going back was not an option. And that's why when I went out there Sure. More people said no to me, then said yes, but it was just check them off the list. That's fine. Next, every time a door closes a window opens, I'll go through the window, I'll go through the back door doesn't matter what it takes. And I remember I'll tell you a story. I remember I had an idea. And I walked into this attorney's office and it was some big stuffy attorney. And he his secretary had made an appointment for me and I was in there and she bought me a coffee and mind you I hadn't made any money yet. And I walked in and I gave them the idea. And I wanted to get a license for a trademark that they had. And it was a it was a dying trademark, and it was gonna expire soon. And I thought it would be a good idea. And the guy moved everything from his desk and spent a solid 15 minutes talking down to me, telling me what are you doing in my office? You're just a kid? Why are you wasting my time? You don't even have a company? What do you mean, you want to make a supplement? What are you talking about? Only companies do that. Go to school, get an education, go to business school, and maybe in 20 years, you can see if you want to do that and you'll have money then and maybe you can do it then but now get out of my office. And I remember being in that elevator. Also, being a person of color in America, being a immigrants also added a whole nother level of complexity to that because people treat you differently, especially people that are like in these positions of power where they can exert their power over you. So and he said something to me like that a lot of the conversation was it was around like where are you From Why don't you go back to your country go back to your you know, he wasn't saying it maliciously. But he he was very confused why a 15 year old kid was sitting in front of them. To me, I had already made the money. To me, in my mind, I was at that success. I just hadn't collected the money to him, he saw a little Iranian kids sitting in front of him that he didn't understand why I was in this country, much less sitting in front of him wasting his time. And I remember being in that elevator, being the most dejected I had ever been in my life at that point. And I remembered looking to the guy to the right of me, and holding that attorney's business card in my hand that I took from his desk, and he wasn't very happy that I took his business card, by the way, he was that stingy. And I looked at the guy next to me, and I looked him in the eyes. And this was just a random guy in the elevator and I said, Fuck that guy. And he said, what? I said, Fuck that guy. And I was thinking to myself, I'm gonna show him success is the greatest revenge. I remember walking out of that elevator and I kept that business card until a few years back, I had it pasted to everywhere I was using it as a motivator. Using it as is this fucking dude going to be right about me? Is that guy, that guy who was looking down at me sitting in that office going to be right about me? Or am I going to show him I had a another interesting story that now that you're asking, I worked at a coffee shop, I had lots of odd jobs. And usually they didn't know that I didn't have a place to live. Usually I lied. I said, I live with my parents or my uncle. I said something like this, so that they would employ me because if you told them you didn't have a place to live, they wouldn't employ you. So I was working at a coffee shop making copies. And I remember the boss was like this cartoon villain. You know, this little man with a little mustache and he had a king and this guy found out from one of the other employees that I had nowhere to live Now you would think that would give him some empathy. I would come into work I was clean. I I did my job I never stole I was I was model employee. But sometimes I will get tired because it's difficult when you don't have a place to live. I would fall asleep behind the coffee machine on my brakes. Not a big deal. He came in one day catching me sleeping behind the coffee machine. And I woke up to a cane hitting my butt. He was literally hitting me with a cane and kicking me out of the coffee shop. He never paid me for that week salary. And I remember feeling dejected. Again, another stumbling block. In my success. I didn't have enough money to eat. I don't have anywhere to live. This guy just for falling asleep behind the coffee machine. Now fast forward six months later, I had made a billion dollars in revenue. I had a brand new Ferrari I always wanted one of those red Ferraris and Russell Corso they're not red. They're Russell Corso remember walking in and buying this thing. The smell of the Italian leather. The sound of that engine and I was driving to one of the most expensive restaurants in all of LA was in Beverly Hills West Hollywood area. And I had a beautiful super supermodel girl who was my date for the evening. And we pulled up to the restaurant the valets jumped out paparazzi are out there taking pictures. Oh my god, I think it's the ecstasy kid. It's the Z kid. Everyone's taking pictures. The model gets out the valleys open the doors for her and she is gorgeous, high heels looking beautiful walk, you know, I get out. I've got long hair. And I look out the corner of my eye. There is my cartoon villain boss. And he does a take. Then he does a second take. And he thinks I don't notice I'm more heat keys keys. This is not registering for this man. Right? And I look at him and he is progressively turning red. I throw the keys to the valet and I walk over to him and I say hi. He's not registering, he has this blank look on his face. And I walk up to him, and I shake his hand. I say remember me Shaahin and he's shaking and getting redder and redder and redder. And I say I gotta get back. And I walk back into the restaurant as the people taking the pictures. And I just look back. And in that moment, I knew that I had made it success is the greatest revenge.
Rajeev Mudumba 19:39
Awesome. So tell us about your book.
Shaahin Cheyene 19:42
Hmm. Thanks for asking. That's right there. So my book called billion how he became king of the throat pill called is the story of herbal ecstasy and I tell that story and many others. I tie him into all the things I learned in those years about how You become successful, how you make money, how you find a niche, and then you dominate it, what the three keys are that anybody could follow to get from zero to hero in a very short period of time. It's called billion how I became king of the thrill pill cult. And it's available now, on Amazon, we just dropped the audiobook so you can get it on Audible. I also have a podcast called Hacking grow rich if anybody wants to subscribe to that subscribe like, dislike tell me how much you hate me. And those are those are really the best ways to get a hold. But if anybody who's who's interested, the book billion how you became king of the throat Paul calls out now, we just got a film deal for it. So the film will be coming out in a couple years. But if anything I said inspired you please check out my book and do let me know what what you think. So
Rajeev Mudumba 20:54
what else do you do now? Cheyenne besides your Amazon Mastery Course.
Shaahin Cheyene 20:59
Man, I am a Family Guy. I travel with my family all over the world, or at least we did before COVID. And while we're traveling, we're making money we sell on Amazon. That's That's my goal. I make my money selling on Amazon, I don't make my money selling courses or books or any of that stuff. I'm thankful to Jeff Bezos for what he's done building the greatest ecommerce platform known to man. And I try to teach and inspire others to achieve predictable recurring revenue. Where they don't have to sell their hours. Every time somebody comes in tells me Hey, man, a year ago, I took your course I started an Amazon business. And today I went in, and I gave the middle finger to my boss and told him to fuck off. And now I travel with my family. I my time is my own, I take great vacations, I live a life of fulfillment and meaning. That makes me happy. And that's that's my goal. Now look, I mean, I've made my money many times over. And what I enjoy doing now Reggie, is inspiring people inspiring people to become the best versions of themselves.
Rajeev Mudumba 22:13
You know, one of the things that you mentioned is, you know, how you were looking to do something, you know, you went through your struggles and all that, and then you you pretty much zeroed in and what you wanted to do, and very quickly that grew into a pretty large business. You know, we live in times now, where that's possible. You know, a lot of people thought that was not possible sometime back, right. So now we have companies that could have started a year or two ago and are probably unicorns buy, you know, in about two years or three years, or now we have companies that are $1,000,000,000,000.02 trillion and moving on, which was not hard, impossible before. But you're talking about having done that several years ago, before this entire internet craze and cryptos and all that stuff was around. Nowadays you have a lot of these crypt crypto meme clients in any Tom Dick and Harry considers his computer put a coin together. And in about three days time, you could have four or $5 million in the account and then the rock pool, which is sad, but that that's the truth of today. So when you look back at what you did, and when you achieved it, you did at a time when people thought they needed several years of exposure before they got to forget about that level of success may be part of that level of success. So what was going on in your mind? You know what, what was different about you that made it possible for you.
Shaahin Cheyene 23:41
I had no choice. The alternative for me wasn't going back home. The alternative for me wasn't going to college, I had no choice. I had burned my ships. The alternative for me there was none. It was to succeed or to succeed. And that's what made it different. And I had grit. I came to this country getting my ass kicked every day. Every day in school every single day. I thought that's what you did in school you came in, you got your ass kicked. I didn't speak English language was hard for me. I had to bring myself up by building a system where I had discipline, I had to be better than everybody else growing up with learning disabilities. I learned later on in life much later that I had learning disabilities, mild dyslexia, all kinds of things where I had to work even harder, even harder to learn the language even harder to be accepted in the culture. And that was okay, because for me, it all made me stronger. They say what doesn't kill you makes you stronger. I think that was really true. I think I ingrained it engraved it in my in my personal DNA. That's that that's what I feel made me different. And now I'm sure much like you I've got thick skin right
Rajeev Mudumba 25:00
So, you know, the challenges that you talk about which which is very true, you're you're absolutely right. You know, when you're in a corner, when you have no choice, when you have all the challenges and stumbling block blocks of getting accustomed to a culture, a country, the language, don't, that's one set of challenges, right? When you're struggling, that's another set of challenges. But you know, you you actually put together a business that started scaling up so quickly. And that's a totally different set of challenges where it's no longer a one man thing, right? You got to you got to have a process in place, you got to have a system in place, and, and those kinds of things. What were some of those challenges that you faced?
Shaahin Cheyene 25:39
Well, I write write about it. In my book, there was a certain point in history where the mob wanted to get involved and take over your business, that was a pretty serious challenge. And I write a story about how I was flown to Tokyo, on a private jet. And unbeknownst to me, we were meeting with the Yakuza, the Japanese mafia that wanted to take over my business. And I had to become a very crafty negotiator to make sure that my head and fingers were all intact. And I left that negotiation intact, for the most part, and I tell that story in my book, if anybody wants to hear it, there was also challenges with the government Look, when you ride under the radar, when you have marginal success. Okay. But when you start shaking the grass, the snakes come out. What I mean by that is, if you make enough of an impact in the world, you start learning that you have enemies, and no successful man or woman has ever reached the pinnacle of success, the pinnacle of excellence without having some enemies. And I often say this is one of my favorite quotes from my book. And I always say when I give talks, and people are shocked, but it's while you are sleeping, your enemies are planning your demise. And if you don't have any enemies, you are not trying hard enough. Success breeds jealousy. Success breeds competition. And we live in a society now where people think that they're going to get a prize for being second place, they're going to get a trophy for participating. And what I want to tell everybody is that the real world, the world of business, is competitive as fuck. It doesn't work that way. You may even get first place. And there's somebody waiting behind you to bonk you behind the head and take that first place from you. So you have to be crafty, you have to be cunning, you have to be aggressive. That's how you win in business. And it's it's an unpopular thing to say. We like to think that life is Win Win and negotiations are Win win, and everything's great. My my good friend Chris Voss, who wrote the book never split, the difference will tell you that, that kind of win win. Negotiating is a thing of the past. And by the way, I recommend to all your audience to check out his book never split the difference. It's one of the top business books in the country right now. And I'm ever learning from Chris about negotiation and how you do that. But at the end of the day, you have to build your own system. And you have to follow those principles, but your system has to be malleable. The reason why bamboo you know, bamboo, like bamboo forests. The reason why bamboo is such a resilient plant isn't because of its rigidity. I think this was in Bruce Lee's book, Dougie KUNDO. I'm a student of his teachings. And he talks about how, or he may have written it somewhere else. But he talks about how bamboo is so strong, not because of its rigidity, if it was super rigid, you would hit it and it could break within a force, the fact that it's pliable, the fact that it can almost bend all the way to the ground, and then back to 100 feet, is what makes it such a powerful plant that you can build buildings from it, you can build ladders from it. It's the fact that it's rigid, that that it's non rigid. The fact that it's flexible. And similarly in business as in life, you have to be flexible. What's true today may not be true in five minutes may not be true tomorrow. So you have to be open to that and you have to be open to seeing your own bullshit. You have to be open to saying hey, man, these beliefs that I hold right now may not be serving me and I might be better served with some other beliefs. So let me be open to suspending judgment and seeing if perhaps a different belief system can empower me. And if you can do that, sky's the limit.
Rajeev Mudumba 30:05
Awesome. You know, your your story, I think we'll make a very interesting movie. I look forward to it whenever it comes out. And then you know, you also remind me of another saying by, I think it was by the Dubai shake, who basically said, you know, my forefathers rode the camels. And you know, then my father wrote something else, and then we Mercedes or something. And then, you know, I'm in Corvettes, and you know, Porsches and Lamborghinis and all that my sons and grandsons probably will go back to the candidates is what he said. So which basically, is that, like you said, right, it's great. It's determination. You have nowhere to go. But one way that is up, and that's what you have. And like you said, the next generation, you're giving them all the comforts but you got to teach them that grit. If they don't understand and learn that grit. They'll go, somebody else will pass them by. And that's true story of life. That's right, Rajeev. That's awesome. So shine. Thank you so much for joining us today. Thank you for sharing your story. We look forward to the book. Definitely the listeners should go and check out your course the book as well. And your podcast. Before I let you go one takeaway for the listeners, anything that you'd like to share with them?
Shaahin Cheyene 31:20
Yeah, I think my takeaway is don't work in a vacuum. As entrepreneurs, we have this uncanny desire to want to do it all ourselves. And the fact is, there are others out there who are where you want to be. There are others whose success you can model. And it's a shortcut. It's a hack, we teach about this and hack and Grow Rich, our podcast. But reach out to me, let me help you succeed. If you are thinking of starting an Amazon business, if you think you have a product idea or don't have a product idea, but see the success of Amazon and want to take part, let me help you build a business where you can create recurring revenue streams, where you no longer have to sell your hours because at the end of the day, the key is we all have the same amount of hours. You don't want to get into the business of selling your hours. You want to seek freedom, what's freedom, the ability to do what you want, when you want with who you want, how you want. And I if I can inspire you to do that, if there's anything I can do reach out to me directly by email, it's darksezz@gmail.com That's DARKZESS@gmail.com and I remain at your service.
Rajeev Mudumba 32:40
Well, thank you so much for joining us and wish you the very best on your journey.
Shaahin Cheyene 32:44
Yay. Rajeev, we did it. Thank you for having me on.
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Rajeev Mudumba Links:
https://podcasts.apple.com/us/podcast/plan-b-success/id1472949110
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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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