The Greatest Lesson I Ever Learned From Grant Cardone (About Life, Business, and Everything in Between)
THE MAN, THE MYTH, THE LEGEND: GRANT CARDONE
[Disclosure: The following content includes links to products and/or services on Amazon.com and Apple Music. If you make a purchase through these links, we will receive a commission from Amazon.com or payment from Apple, which will support Manifestation Machine and help keep our content free. You will not incur any additional charges in exchange for your support.]
According to Wikipedia, Louisiana-born Grant Cardone is an author, motivational speaker, real estate investor, and sales trainer, and through his books (Be Obsessed or Be Average, Sell or Be Sold, The 10X Rule, and If You’re Not First, You’re Last), popular YouTube show, and his public speaking engagements and presentations, he has acted out his life’s mission to teach others how to be more successful salespeople, not only in business, but in everyday life as well.
I can’t remember exactly when I stumbled upon Cardone, but I can tell you that I did so in the last two years and on YouTube, which is where I’ve carved out a nice little niche for myself as a YouTube fitness and fasting guru of sorts named Low Carb Cory (an alias through which I teach people all around the world the benefits of intermittent fasting in terms of fat loss/weight loss, body detoxification, increases self-discipline and personal productivity, etc.), and from the moment I heard Cardone speak, I knew that I was dealing with someone who was, as I would put it, “all business”, a shameless self-promoter, and a force to be reckoned with, in terms of pure zeal and drive to succeed.
THE DEFINITION OF A TRUE SALESPERSON
Simply put, Grant Cardone is the salesperson that most sales people wish they could be: He’s brash, bold, charismatic, outspoken, overwhelmingly confident, and charming in a way that few men are, and in a way that can, at times, be as unsettling as it is disarming, if for no other reason than just how uncommon it is for a person to have so many elements of the “total salesperson package” working for them at the same time.
That said, Cardone is not perfect; not by a long shot. He has a tendency to ramble and engage in long-winded, self-aggrandizing dialogue with himself that often leads nowhere, to jump into and off of topics at will as though he suffers from an advanced form of Attention Deficit Disorder (A.D.D.), and to interrupt the guests and/or co-hosts on his show, including his own wife, Elena Lyons, which often makes it seem as though his ego is literally too big for his recording studio.
Despite these obvious flaws, however, when Cardone is good (in terms of getting his point across in a cool, collected, albeit not necessarily calm manner), he is very good, to the point where he makes others in his field come across as rank amateurs.
Case in point (and the primary subject of this post): In one of his better YouTube performances, Cardone let slip one of what I call his “success secrets”, which is that every time he opens up a new book, he is looking for the “million dollars” inside of it, which, as he explains, means that one little, golden nugget of wisdom or truth that he’s been searching for; that one little missing link of information that will take him to the “next level” of success. And that nugget, that missing link, he states, could be one chapter, one page, one paragraph, or even just one little line. Whatever it may be, when he finds it, he will know, and suddenly that $20 to $30 he just dropped on that brand new book becomes well worth the investment.
On that same token, and interestingly enough, I actually found my own little nugget of truth through Cardone, not in one of his books but in another video of his (which I’ve embedded below, for your convenience), specifically one of him giving a sales presentation to a group of aspiring salespeople.
In the presentation, Cardone made a statement that resonated deeply with me and would go on to influence the way I would make a name for myself going forward, not just in terms of building a business, but in terms of building a brand or, more specifically, building myself into a brand, and it was something along the lines of the following: Simply put…
YOU NEED TO TAKE UP SPACE IN THE MARKETPLACE
As a rapper/hip-hop producer (via my musical alias Cory Crush), the fact that that statement rhymed a little really spoke to my hip-hop sensibilities and reeked of “cool” to me. Furthermore, it rang as true to me on every level, and as soon as I’d heard it, it was as though a light bulb had flicked on inside my head and, suddenly, everything about why brands do what they do on a day-to-day basis to maintain people’s awareness of them made complete sense to me.
One thing Cardone said in his presentation about “taking up space” spoke to me in particular, which was the fact that he neither writes nor releases his books to make money (or even with the expectation that they will ever make him money)—despite the fact that he’s written several of them at this point, a few of which he carelessly dropped onto the stage during the presentation to drive home his points—but rather to “take up space”, essentially, on the book shelves of the people he believes actually read books: Rich people.
In other words, Cardone doesn’t sell books for the sake of simply selling books, nor does he sell books with the expectation that they will make him rich in and of themselves; he sells them with the expectation that they will give him prominent placement in the minds of other success-oriented individuals like him (and like my readers here, including you) who will then want to do business with him, say, by inviting him to speak to their employees or at their company’s events or to otherwise do some kind of mutually-beneficial business deals with him. Why? Because those types of opportunities, as Cardone would be happy to tell you, are where the real money is, and not in the selling of books, which, as he is well aware, is a very low-margin and cut-throat business in which half of authors never even earn $500.
SUCCESS IS ALL IN YOUR HEAD (OR, SHOULD I SAY, YOUR IMAGINATION)
I remember immediately imagining all the ways in which I could apply Cardone’s philosophy–this new success principle–in my life and to my business/brand. I started wondering about just how important it is, as an entrepreneur (especially one in the music/entertainment and personal growth and development fields), to be seen; to be heard; to be everywhere I could possibly be, in terms of making the world aware of my existence, and just how important it is to maximize my use of my existing skills, assets, and abilities for maximum exposure. And then it dawned on me that the “missing link” to being able to do all of that had been, all along, taking up space in the marketplace.
Oh, how fervently, at that moment, I’d wished that I’d have met Cardone earlier in my life.
So, what does taking up space in the marketplace mean, exactly?
To me (and, I’m sure, to Cardone as well), it means taking up as much space as humanly possible, both on physical shelves and on digital ones.
It means if you’re a musician, for example, ensuring that your music is available on the most popular musical platforms on the Internet, such as Apple Music, Amazon, Spotify, and SoundCloud, as well as the less popular ones (such as MySpace), in addition to operating your own website, being fully engaged on social media (think Facebook, Twitter, LinkedIn, Instagram, etc.), and performing live whenever possible.
It means if you’re an author, ensuring that your books are available in a number of formats, such as e-book/digital, paperback, and audio, and available on (or at least linked to on) as many platforms as possible, such as Amazon, Goodreads.com, etc., that you are a member of any and all relative organizations (such as the Society of Children’s Book Writers and Illustrators, in my case), that you write/blog often, and that you, like your musical counterparts, make use of an official website for yourself, social media, and as many opportunities for live appearances, book signings, charitable events, etc. as you can.
Essentially, taking up space in the marketplace means playing God and making yourself as omnipresent as you can be, for the sake of ensuring that as many people as possible know, first and foremost, that you exist, and secondly, who you are and what you’re about specifically (which ties into a previous post I wrote about the need in business to attract attention at all costs, lest you should be cast aside and forgotten by society, in favor of the brighter, shinier, newer model of whoever you are or whatever you do that comes along).
The more space you take up in the world around you/the more often you show up in, say, Google search results when someone searches for you or your business by name or, better yet, when they’re searching for someone or something that is not you specifically, yet is related to you and/or your business, the better for you and your prospects for success. Simply put…
BE FOUND OR BE FORGOTTEN
One needs to look no further than Kim Kardashian over the last few years to witness the power of taking up space in the marketplace and using it to propel one’s self to massive success and/or financial freedom.
As Grand Cardone once put It, in reference to Kim’s gargantuan buttocks (which she loves to flaunt so much for the camera), “that’s not a product”–yet there Kim is, selling it anyway (And essentially flipping all the “hard workers” out there the bird as she does it), and then using her sales of it (basically, her sex appeal) to segway into paid opportunities such as personal appearances, a television show (and countless spin-offs for her and her entire family, such as her little half-sister Kylie Jenner’s new show on E!, Life of Kylie), fashion, video games/apps, books, etc.
Regardless of whether you believe Kardashian is nothing more than a fame-seeking attention whore or, worse, an actual whore who is only famous because she leaked her own sex tape as a launchpad for a more legitimate career, there is no denying that the woman is successful, and all entrepreneurs, regardless of industry, would do well to pay attention to, if not outright mimic, some of her tactics–that is, assuming, of course, that they are in business, like Grant Cardone and Kardashian and I, to make money and not to simply “earn a living”.
PUTTING THIS PRINCIPLE INTO PRACTICE
Personally, I have adopted Cardone and Kardashian’s tactics for my own purposes by doing a number of things which have not only helped to establish my personal growth and development brand, Manifestation Machine, on a global scale, but which has also served to establish me as someone worth paying attention to and, most importantly, worth paying, in general.
So what have I done exactly to take up space in the marketplace?
Well, for starters, I created this website, ManifestationMachine.com, not only as my personal soap box, from which I can extol my own opinions and points-of-view, completely unfiltered, but also as my own private platform for publishing my written works (my books and my blog posts), publicizing noteworthy developments in my life and career, and shamelessly promoting not only my own products and services, but those of the people and companies I care about as well.
Second, I released my first book, a middle grade children’s fiction book entitled Breaking Away: Book One of the Rabylon Series (a book designed to teach children the value of dreaming big, taking risks, trusting their gut, and choosing faith over fear in all that they do), as an e-book via Amazon’s Kindle Direct Publishing (KDP), a paperback via Amazon’s CreateSpace, and an audio book via Amazon’s Audible, thereby earning myself some much-needed SEO (search engine optimization) on Google as an author whose work can now be found on Amazon, Goodreads, EBay, BooksAMillion, and a number of other, high-ranking websites for writers and readers alike.
Third, in light of a negative, one-sided hit piece written about me by Jacob Carpenter of the Milwaukee Journal Sentinel in June of 2016 (who tried—quite unsuccessfully, I must say—to paint me as the “bad guy”, or a “professional plaintiff”, as he specifically put it, over my filing of three Class Action lawsuits over employment law violations by Time Warner Cable/Charter Communications, Great Lakes High Education Corp, and Alliance Hospitality Management), which sought, against my will, to tie together the three names by which I am known online (my given name, Cory Groshek, my YouTube fitness alias, Low Carb Cory, and my musical moniker, Cory Crush)—and whereas I’d previously and intentionally kept them separate (for both personal and business reasons)—I successfully engaged in a campaign to improve my personal SEO (and that of my personal growth and development brand, Manifestation Machine) by re-branding all of my business interests under one umbrella (the Manifestation Machine umbrella) by making it very clear, on all of my social media (and the Internet as a whole, to the extent that I could) that Cory Groshek, (the blogger/author, investor, employee/consumer rights advocate, and metaphysician), Cory Crush (the rap artist/hip-hop music producer), and Low Carb Cory (the fitness and intermittent fasting expert/guru and entertainer on YouTube) are all one and the same.
JUST GOOGLE ME (I DARE YOU)
To see the results of my re-branding, SEO-related efforts, and attempts to take up as much space in the marketplace as possible over the last year or so, all you need to do is Google search me (“Cory Groshek”), my brand (“Manifestation Machine”), or the name of my children’s book series (“Rabylon”). When you do, you will surely find that whereas I was once a man who once flew very much “under the radar”, in terms of my overall brand recognition, I am now well on my way to becoming omnipresent online and known all around the world for my blunt, no-holds-barred brand of personal growth and development, the mission of which bleeds through everything I do, whether it’s YouTube videos, music, books and blogs, or Class Action lawsuits. And you know what? I’m just getting started.
In the very near future, I plan to release several more books, including a Manifestation Machine-themed series of self-help books for adults, a fitness/fasting series of Low Carb Cory-related books, four more Rabylon books, and a book or two about my very David-versus-Goliath’esque legal battles, to re-release all of my Cory Crush music (some of which was originally released under my former rap name Arkane) re-mastered and potentially for free (for the purpose of maximum exposure and SEO), and to re-work and re-publish all of my Low Carb Cory material in as many ways (and on as many platforms) as possible, to ensure that my excellent fasting-related advice can be utilized my as many people as possible.
In addition to the above, I will also be actively seeking out opportunities to network with other success-oriented individuals and companies, such as The Ascent, an online publication which recently brought me on as one of their newest writers, due to the great work I’ve been doing writing for my own website, and my cousin, Undecent (real name Patrick Roeland), who I’ve recorded music and rapper with as recently as the year 2011 and who has recently come out of retirement after a four-year hiatus from the rap game, not to mention continuing to cross-brand and re-brand Manifestation Machine and myself in any way I can think of (and which makes business sense) for the purpose of expanding my brand’s online and offline footprint (i.e.: influence).
In other words, and in conclusion, I’ve been doing, have been doing (for at least the last year or so), and will continue to do everything in my power to take up as much space in the marketplace as possible, and if you aren’t, haven’t been, or aren’t willing to do the same thing, then I have to say, don’t be surprised when someone else takes it up first, thereby earning themselves the fame, the fortune, and the freedom that could have been yours, if only you had been willing to do what every successful person that has come before you (from Grant Cardone to Kim Kardashian to Cory Groshek) has done, which is take up space in the marketplace.
Again, be found or be forgotten, and do it by any (legal) means necessary.
Time waits for no man, and if you don’t do everything in your power to promote yourself and increases people’s awareness of you each and every day in at least some little way, then don’t come crying to me when some day you wake up and find that not only have the sands of time washed over you, thereby filing away your “edges” (the things that made you unique and worthy of being potentially paid attention to at one time), but that they’ve literally washed you away, by sweeping you into the proverbial dustbin of history, which is exactly where all nobodies eventually end up and where you honestly deserve to be if you aren’t interested in becoming a somebody starting right here and right now by—say it with me, one last time—taking up space in the marketplace, and in the hearts and minds of the people that truly matter: The ones who will buy your products and services from you—assuming, of course, that you have brains enough to build a brand…and balls enough to bill them for it.
Thank you so much for taking time out of your busy schedule to be here today! I hope you’ve enjoyed reading this post as much as I enjoyed writing it!
Please leave a comment below and tell us how you feel about this post, or better yet, visit its sister thread in the Manifestation Machine Forum and join the discussion about the topics covered herein. We can’t wait to hear from you, and neither can the millions upon millions of your fellow Mechanics!