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Freedom in Five Minutes

Feb 28, 2020

I think you'll agree with me when I say, it's essential to have a large organization and a ton more employees to be one of the industries included in the Inc 500, or is it?

Well, it turns out that you don't really need to be that massive.

In this episode, learn how Matt Laird changed the entire scope of the oil industry with just a simple step and an overhead of less than 10 to hit the Inc 500.


Automated Transcript Below:

Dean Soto 0:01
Hey, this is Dean Soto, founder of and, and we're here again with another freedom in five minutes podcast episode. Today's topic is this, disrupting the oil industry with Matt Laird. That and more coming up. Cool! So today I have a very, very, very, very special guest. Someone who is near and dear to me and who is also completely disrupting a, an industry that is, for lack of a better word, extremely archaic, but still extremely profitable and brings in a lot of revenue. I'm here with Matt Laird from Camrock Oil & Supply. Matt, how are you doing my friend?

Matt Laird 1:02
Man, life is good Dean. Thanks for having me.

Dean Soto 1:04
Oh, no problem. It's, it's a long time coming I've, I've been wanting to interview Matt for quite some time, but I wanted things to be like perfect man. Always, I'm always like, okay, well I want it, I want, I want a lot of people to hear him. I wanted a lot of people to hear your story and, and what all the stuff that you've been able to do. And because it really is truly amazing what you're able to do right now. And but all that being said, how in the heck, to first tell us a little bit about yourself and what industry you're in and how did you end up being a part of the whole oil industry in general?

Matt Laird 1:48
So, to start now with, with who I am. So, I'm a father of three beautiful daughters, from ages 16 down to five.

Dean Soto 1:55

Matt Laird 1:56
Have an amazing wife, who's, who's from this part of the world which we'll get into why I'm here. But just to start out early so soon as I graduated out of high school and started looking for, for things to do, I found that I wasn't near as good at sports as I, as I had once thought. So I found the next best thing, so I found a drilling rig. So, basically, over the course of the next 20 years, I worked my way up into the drilling ranks. So I started at the bottom, rose about, worked my way all the way up to where I was a drilling consultant. I actually own the company who had several drilling consultants. So I was basically, my job was to manage the people who ran the entire drilling operation well. Really good money, really fun job. Basically, really hard job to raise a family. So when you wake up and you realize it for, for 19 years you've been away from home 300 days a year and nights.

Dean Soto 3:02
Holy moly.

Matt Laird 3:03
Basically, you have to find your way, right? So, about five years ago, we, we made some, some partners, started a business using Dave Ramsey's logic. We went to build the boat and get the boat close enough to the shore to step off and not make a huge jump. So we, we started a business in the lubrication and filtration business, industry. So, servicing the oil for was our original goal. We were, we're basically a full on, lubricant like motor oils and greases, full line lubricants and then filtrations, just being like your air filters and oil filters similar to what you would put on your car but in a little bit bigger scope. So that brings us up. We've had some really good successes over the last five years. Good enough that I was able to actually sell my consulting company and come on full time so that I'm home every night. If, if I'm not home at night is because I'm on vacation. So, that's where I'm at today so wherever you want to take it, it's yours.

Dean Soto 4:12
So, for a little bit of background for those listening, I, so I always pride myself on making very fast decisions like five minutes decisions and, and doing things that will allow me to have more time or whatever, whatever it might be. Matt is on a whole another level. So, that was, that was definitely a, an amazing background. Now, one thing that people don't realize is that, that you, that the consulting side of things, you were making a lot of money which you said and you, like you said you were gone pretty much the entire year away from your family but you very quickly, given the data that you had and, and everything, you very quickly made that decision to let go of that whole entire thing which was bringing in a lot of revenue for you, you know?

Matt Laird 5:07
It was, yeah, it was. It was a lot of money to walk away from but at some point, you had to realize what your family's worth. If I didn't make a decision really quickly, I would have just had a lot of money in a empty house.

Dean Soto 5:22
I love it. Like, see this is, this is, so from here on out now that you're, you know, while you're listening to this, this, this is the type of man that Matt is and so just keep that in mind as we move forward through all of this. So, it's just absolutely amazing what he, what he and that just quick decision, literally it was like an overnight decision where he's like, I'm done. So it's, it's absolutely just inspiring. So all that being said, give me kind of the day to day with Camrock Oil & Supply and, and we'll talk about how you've been actually disrupting the industry. Like when you first built this business, like, like, what, what were some of likes, kind, kind of what's you in a typical day? Like, what are you servicing? What are you typically doing?

Matt Laird 6:12
So early on in this business, we were just primarily a filtration company. So we just had a whole bunch of filters and a whole bunch of people that needed filters. So we've got really big trucks and we fill them up with filters. And we, we drove around and, and realized pretty quickly that those filters are mostly air and there wasn't enough margin, huge invoices but no margin. So we began to, to seek out something that was more profitable, that is more needed in the market that would fit really well with our filter company. So as we added the bulk lubricants, we were able to definitely get into a niche. So we're, we're one of our own, so there's not many small independent lubrication filtration company. So there is some small independent oil companies. And then there's some parts houses, there's not really a, a merger between the two of lubrication filtration. But once we've realized that these two works so well together, we're able to infiltrate these markets that the person who's selling just oil couldn't get into with a person that's just selling filters or truck parts getting into. So basically what we are is when we walk in the house, walk into a shop. We've got a full line of outside sales people who do excellent job at getting us into facilities. But when we walk in the door, we can pride ourselves to say that we're going to get the best service, you're going to get the best overall products because we're able to, to cover needs and niches that no one else can do. So, as far as Camrock as a business, we're a full outside sales. Full delivery business that covers all lubrication filtration. But as far as what I do every day, all I really do is just grow the business. So I spend approximately two hours a day working in the business, you know, about eight to ten hours working on the business. So basically, I pulled myself out of operations so that I can focus on going forward and moving the needle, disrupting the industry not just selling more cardboard boxes, actually finding a way to change the entire scope of the industry.

Dean Soto 8:37
That's it, that, that so, so in this industry, because I remember you'd went to a conference not too long ago and you're like, holy crap, like it's, yeah, people tend, in your industry tend to be doing the exact same thing like what differentiates you from, say, your closest competitor with, what is like the big key factor that, that you're doing in this whole filtration and lubrication business that people, if they were if you know if the old school oil type were looking at you they'd be basically say, you know, that's impossible?

Matt Laird 9:17
So basically, the way that this deal works is that I'm an old industry. I'm in an industry where there's no influx of new people because the cost and the, just the ability to get into this industry is so expensive and so time consuming. There's not really a big welcome party for new distributors in the market. So my closest competitor in the lubrication side does over a billion a year. So they're a huge, big company that's not nimble, that doesn't care about their quality, doesn't care about their personal services. They're more worried about how many gallons they can sell all these big accounts so, so with this big company growing bigger, and essentially just through acquisitions and mergers taking over all of the small companies, it's just leaving a huge gap for me to get in with a little better service. Maybe not even as well as good a price but just a better service of better customer relationship and a little more technology. Basically, at the point where I'm at now, if I could do something, you know, maybe I don't put my guys on a route, maybe me I go and get people their stuff when they need it coz I'm not worried about every single penny. I could charge a little more margin. And then on my filter side, in our truck parts as well. We've figured out ways through the market that we can offer a product at basically a more competitive price than, than what your auto parts stores can do because of the sheer volume that we do. So, in our market, we have two small auto parts stores, and one decently sized truck parts store. So, I do more in filtration sales per month than the three of those do combined. So, just in the sheer volume that I move in my filtration I'm able to use my 10 or 12 x buying power to push down the, the cost of the point where I'm competitive so that I can cover my entire market with lubrication filtration. So, for what, I do a little better on my lubrication side than what the competitor does as far as quality goes, but my price is slightly higher, but my pricing on the other filtration covers that gap. So it's basically, if you use me for, for all of these product lines that I offer, my price is competitive with what you're paying across the board, yet you're getting a far superior service.

Dean Soto 12:05
Hmm, hmm. So that's, that's amazing. Because, because, essentially it's the choice between do, do I go with this big huge company to service all of the, the things that I need who doesn't care about me because I, you know, I'm just one of maybe thousands or one of maybe 10,000 accounts, and they just want to sell me stuff. And that's about it and take it or leave it. Or, I can get the same or better discount from you and know that I'm actually being taken care of. Like that to me is like a huge, huge thing, which has always been good for at least my business has been that ability to scale personal attention and the fact that you can with what you're doing compete with this billion dollar company who's your next biggest competitor. There's very, you have no other competitors, because the barriers to entry, and yet you're able to be small enough to give that, that scale personal attention. That's, that's huge. And do you see, like with your customers, you see a, do you see in them, like a, like appreciation of that?

Matt Laird 13:30
So I mean, I would just assume that appreciation or voting is done with your checkbook. So in the, in the five years we've been in business, we've lost a few customers to mergers and acquisitions, but as far as retaining a customer, there's only two customers in the history of our entire company that have actually gone somewhere else.

Dean Soto 13:52

Matt Laird 13:53
Though, of every customer I've ever sold a product to, I've only had two of the hundred or probably pretty high in the hundreds that have ever actually quit working, quit using me and went somewhere else. So I think that our, our culture and our customer focus in our pricing structure and everything else is really, once someone comes to us and learned the way we do things, and learns our culture and realize that we do care is not just something we sell from the street. They never leave. Not to this, up to this point, it's been scalable, so it was scalable at one customer, scalable at 60, scalable at 200. And we just continue to just push that culture into our salespeople. So everyone that touches my customer knows the culture, knows that it's our determination that they do right. And I also have several of my salespeople that, that will follow up and actually we'll cross pollinate between customers just to make sure that there's not any issue.

Dean Soto 15:06

Dude, people would kill for that churn rate, man. The, I mean, most you know a lot of service businesses that you're looking at, 10 to 25%, you know, churn rate people leaving and, and for you to have you know below, below 2%? I mean, it depends on how many hundreds you have like that's a super low and super high, you know super high retention rate that, that a lot of companies would die for. Oh my gosh, that's, that's, that's absolutely amazing, dude. Like so, with like, without that being said this, so a lot of people would think, okay well yeah, well, it's because Matt is, you know, you know smaller company and, and yeah, you know smaller companies, you're able to have the the more personal attention and yada, yada and but, but one thing that people might not realize is that you actually recently hit the Inc 500, right?

Matt Laird 16:12
We did we, we hit Inc 500. Number three in the state of Oklahoma. I believe it was 36 in the energy sector.

Dean Soto 16:20
Wow. See, look at that. So, how in the heck man, how do you? I mean, I know because you, you follow, you know, books and thoughts like Jason Freed's and David Hannah Meyer Hanson's rework and a whole bunch of other really, really.

Matt Laird 16:39
That rework is sitting on my desk right now.

Dean Soto 16:40
Yeah, that's why I love you. So, like, you have to grow, right? These days, you know, contrary to popular belief, you know, or you know, I shouldn't say contrary to popular belief, but popular belief is that you have to be this in order to hit the Inc 500 at all, you have to be this huge organization with you know, hundreds of employees, you know how many hundreds of employees you have, man?

Matt Laird 17:06
I have about three.

Dean Soto 17:10
Not 300? Three employees, right?

Matt Laird 17:12
No, no, I have three employees and then I have four outside sales that are, they're contracts that they have other, other lines that they sell other than just mine so, and then my wife and I. So there's essentially less than 10 people in the whole building and then I'm running two, one part-time and one full-time VSA that do all my background stuff, everything that nobody, nobody sees, I have VSAs doing it.

Dean Soto 17:38
So cool, dude. Yeah, so then that's, that's, that's one of the reasons why I was so excited to have you on is just how, how you are able to do all of that with such a small amount of overhead when it comes to at least payroll, you know. So what, so like, what one, how, how did you go about structuring that to where you know your next biggest competitor, I'm sure has way more employees than you do because most Inc 500 companies do have a ton more employees like, what, what was going through your mind? And how did you actually make it a reality to have such a small organization that's, that is able to deliver such value that you're able to hit the Inc 500?

Matt Laird 18:28
Ok, so there's a lot of pivots along the way. But when we originally started the company with myself and two other partners, we started the company as an investment that we would oversee not as a business we would run day to day. Basically everything was put in place from day one that basically we started with The E-Myth Revisited, right? So the first employee was day one and that employee had to do this, this and this. And then as we grew, we're going to add another, we're gonna add another, we're gonna add another, that didn't work. So it didn't work at all. Basically, this was about three and a half to four years of me working my other job, and then putting in 40 to 50 hours a week on this job plus my business partners as well. I had three different times. I hired someone who was Six Sigma, or what's this? Had all the abbreviations in front of their name and basically, I hired three different people at three different times to try to grow the company. And I had zero success with any of them. So, every single time I would grow up to 8,10, 12 people, then I would go back and realize that this isn't working, that we're, we're losing money, that we're failing that, you know that this is not the path we need to be on. So there was three times In the growth of the five years that we actually ended up back with one employee.

Dean Soto 20:04
Wow, wow.

Matt Laird 20:06
And one sales person, other than myself.

Dean Soto 20:09

Matt Laird 20:11
But over the course, so what I finally realized was that, it's not the people, right? So the people that I hire aren't bad people. What I realized was that there's no way I can increase the, increase the ability of my company if I cannot get beyond two to three people, and my culture shift. So basically, that's where I realized that everything had to be documented. Everything has to be written down, checklist. Everything has to be repeated. So how do we, how do we go to a customer today? And we drop off their products and we throw them in the middle of the floor, and they're super upset and then the next day we go back and we put them all on the shelf. Well, that was happening at some point, right? So, maybe not that dramatic but there was, at one point there was no system. There was no follow up, there was no, there was no way that anybody other than my one delivery guy that's always been with me.

Dean Soto 21:15

Matt Laird 21:16
And my one employee that's always been with me in the office. So if those two people weren't doing it. If anybody else was doing it, they would get sloppy?

Dean Soto 21:24

Matt Laird 21:24
Well, I just realized that those people aren't training because they don't have any guidelines to train off of.

Dean Soto 21:30

Matt Laird 21:30
So I've trained them so they know. But it's just the carbon copy effect. And every time I get to the next person, it's lesser of a solid line.

Dean Soto 21:39

Matt Laird 21:39
And then I get to the next person, then it's a dotted line, and then I get to the next person, and the next person is costing me more money than they're making. So it's, it's basically, I went through this transition three different times and realize that in each of those times, I could have been well-rounded. I think the people would have probably done, done an excellent job, had my training been better. So basically, I was able to come in at that point using first I tried to do it myself, PowerPoint. Tried to build these processes. I spent hundred hours and got three processes documented maybe. It was a, it was definitely a terrible, terrible thing, but.

Dean Soto 22:23
I know the feeling, dude.

Matt Laird 22:25
Yeah, so then. So then after, Dean and I were talking and he was able to bring his guys in. Basically, it was pay-per-click on these processes and I would spend my day from 4pm until 5pm every day working on the one thing that I never wanted to do again. So whatever I did today between 4pm and 5pm, I didn't ever want to have to do it again and I wanted it to be done correct. So all I would do is, is follow Dean's programs. So basically jumped in, jump on Loom, record that process exactly like you would want it done. Because you, you have a system, your system may suck, but you have a system. So record your system exactly like it is on Loom every day, whatever that process is and I would email it to, to Dean and Dean finally got tired of me emailing him and then he gave me somebody else's email.

But I, every day at the end of the day, between four and five, I would email my whatever that process was over to Dean and he would send to his guys. The next morning when I got back to the office. The next morning sometime, I would have a full process document that was just prim and proper. I would look through it very few times that I even have to correct anything on there which is perfect. And then I was able to use that as training. So I would basically start training my staff as I was growing. And then I lost the girl that was working for me, that was my bookkeeper/ receptionist. When I lost her, I decided to give the VSAs a try. And I was able to not only would have the VSAs do what I had primarily been doing, but also what she was doing. And then a few weeks later I lost another employee. And then, so now I have one and, essentially a full-time and a part-time VSA that do the work of the three people that I lost, including myself, which pulled me completely out of the business.

Dean Soto 24:39
So cool.

Matt Laird 24:40
So that I can just spend a couple hours in the morning checking on things and then off to disrupt the industry.

Dean Soto 24:49
That's awesome, dude. I love it. I love it. So like what, like what that's so cool that you won, that you felt the pain of documenting a processes is that like is the worst, man. I mean, because, but it's what was necessary, obviously, you know, any, any real business has to have those documented processes. Like, with, like with, with all of those the, the one of the things that you just what you, you said that we had talked about in private before is that you said that you had systems. Like the systems could have sucked, but you had systems and you document it in any way. Like, that seemed like it was a pretty big game changer, right? Like rather than trying to create a new system that you don't know is proven.

Matt Laird 25:34
Yes. So I mean, just one system I use, right? So instead of having some fancy software for my inventory, I use QuickBooks, alright? And I mean, I could use something else and I may at some point use something else but right now I just use QuickBooks. QuickBooks Platinum has an inventory feature. And I have Bernadette, who's my full time VSA. She creates an Excel spreadsheet that I basically I recorded one afternoon when I never wanted to do it again. She jumps onto my QuickBooks. She has full access to my inventory on my QuickBooks. She builds this spreadsheet. She runs through the spreadsheet and, and knows exactly when how long it takes to order something. She knows how long it takes to come in, and then minimum order amounts. And then she will actually take that spreadsheet that I generated, that I taught her how to do on a Loom video. She actually takes that, creates purchase orders in my QuickBooks then puts the, a suffix on the end that, that has the purchase order number with the "-INC". So when I get to the office in the mornings, it's already ready. I open up my open purchase orders folder on QuickBooks. Anything that says "INC" suffix after that, that part. It means that, that has not been ordered. So all I have to do instead of the 45 minutes to an hour it takes me to run through that spreadsheet every Monday, Wednesday and Friday. Now I get to the office, open up my QuickBooks, and I can look and see that oh, this particular vendor, I know I need to get to 1500 dollars to get free freight. It's at 1411, I can either throw on one or two, one or two items or I can just wait and then the following when Tuesday or Monday, Wednesday or Friday, I know it'll get over 1500 bucks. So, and then, so I never had this system before. This is something new that just happened to come up. Whenever I was making the videos, once I started making a video, I felt more comfortable and then I was able to, to be more creative as I was doing it. And, and one real big thing that just the straight game changer was that I know that I'm not gonna have to do this process. I may add steps that make it easier for me to go back later. Because I know I'm not the one doing it every day. So there's been several times where I'm, I'm just generating a new process or a process that I'm already doing. And there's stuff that I've always known that I needed to be doing, but I've just been kind of skipping.

Dean Soto 25:36

Matt Laird 26:21
When you make that process document, you add all that stuff in.

Dean Soto 28:33

Matt Laird 28:33
And now that stuff that you always wish you would have done is now being done.

Dean Soto 28:37
That is so cool. Yeah, I love it. I love it. So I want to ask the, the big question, which is the question I asked everyone during this. So if you had five minutes and it was like a life or death situation so to speak, what's what's this, what is something, strategically if somebody were to implement whatever it might be? What would be something that, that you could strategically give someone or that would absolutely change their life in five minutes if they made the decision to actually do it?

Matt Laird 29:25
So if, if I had five minutes to explain it or if they had five minutes to do it?

Dean Soto 29:28
That's it, both, five minutes to explain it, five minutes to explain it.

Matt Laird 29:32
Oh man, Russell Brunson gave people 30 days for his, at five minutes?

Dean Soto 29:38
That's how we roll here man, we're lazy. We need to do something fast.

Matt Laird 29:41
Yeah, I really think in, obviously, I'm, I'm kind of biased right now because I've been going through so much of this, this new training to get to mass market. But today I would say if you want to do something to get your life in order or, or would it, would you want it to be life or is it just something that someone could do that?

Dean Soto 30:07
Maybe any, it could be, it could be business, it could be life, it could be absolutely anything. Something that's just like that, that is super impactful. It's not like, it's something that, that that you know, you know, would or has made a big difference in your life.

Matt Laird 30:24
So, I'm gonna have to go with, with more than one thing. So the most impactful thing that I've ever had in my life is getting my morning routine dialed in. So without my morning routine my days are, are essentially garbage, right? So I'm just chasing that sanity that I would have had with, with my morning routine. So I spend an extra hour a day getting ready to play, you know, getting ready to to win.

Dean Soto 30:53

Matt Laird 30:53
If, if I don't spend that hour, hour and how long it takes getting ready in the morning , I might as well just stay in bed. That's my number one life hack of today.

Dean Soto 31:09
I love that, like go, so and then you can tell me the, the number two after this but so what is your morning, normal morning routine like, like what do you do personally?

Matt Laird 31:19
So, so I think you know it personally but, but I'll go through it. So the first thing I do is I get up. Use the bathroom, wet myself, brush my teeth, make a coffee with one teaspoon of either grass-fed Kerrygold butter, unsalted or ghee, whichever I have there. One tablespoon of MCT oil. I use the Brain Octane which is, I've been using it for years, I love it. And while that's brew and I take a scoop of the either Organifi or green smoothie. I use the, I've been using the Oreo brand lately just because it, it tastes so much better. Crush the green smoothie that's still in my, you know, I'm still in my pantry, pop a couple of Nootropics, Alpha Brain or, or whatever I'm on that. I cycle through them a lot. So whichever Nootropics I'm gonna popped that.

Dean Soto 32:25
Dude, yeah, you, you got me back on to that, by the way, and it's made a huge difference.

Matt Laird 32:30
I mean, I'm 100% it gets the brain impulse.

Dean Soto 32:34
Oh my gosh, it's, it's the way I like, so I mean, I was doing the Qualia for a while and that, that would just make me really anxious for whatever reason, but I've been using, I know you've used the, the Thrivous, whole stack that they have. That's what I've been using too and oh my gosh, they had the difference, man.

Matt Laird 32:51
It's good thing. Then I, and I come into my office. So in my office, I have four by six index cards, random assortment of colors. So I have my three daughters and one wife. So I'll write them a note to each of them every day. On my note, I'll say something like, had a great time at the movies, can't wait to go, we're going to go to the movies this week, wherever my daddy daughter date or my wife and I date is for the week. Sometimes I'll bring up a unique memory that we share together. You know, I put something on a card, not a whole bunch coz I write with a permanent marker. So it's big, takes up the whole card, boom, kinda in your face. And then I take those into, my oldest daughter charges her phone in the living room, so I will have it in that room. I put her card under there. My two youngest kids, I put them where they eat their breakfast and then my wife I put about the coffee pot. So that's done. Got all my family stuff out of the way just so that when they wake up they know even though I'm not here, I do love them. And then I have, come back into my office, I'll throw on, hit record, I am blogging a book. So I'll do five, seven minutes, 5 AM on my book then I'm dressing out the door, jump in my truck, turn on the Through The Word App, TTW. Right now, coz actually tomorrow I'm finishing up the In Times, which was 70, 70 days worth or something.

Dean Soto 34:29

Matt Laird 34:30
Soon as I pull up at the office. My office isn't very far. So usually I can go through that five to six minutes on the way to the office, go to the office, all ready to kick all the heaters on in the office coz it's cheap. So I turn all the heaters off at night. My staff is in, in the Philippines anyway, so they don't need it at night. So and then I'll jump back in my truck. And so as soon as I get back in my truck, I'll, I'll go through what's called the Stack, which is an app put down by the Warrior, which is Garrett J. White.

Dean Soto 35:04

Matt Laird 35:05
Basically it, it ask yourself a lot of open-ended questions.

Dean Soto 35:08

Matt Laird 35:10
Steady, so there's like 15 different questions it asks you and then it asks you the question, how you feel about what you just said and it was really good app, Warrior brotherhood, Garrett J. White.

Dean Soto 35:20

Matt Laird 35:21
And then, kick on Headspace. So right there in my truck in the parking lot at work, 10 minutes today, I actually stepped it up to 20 minutes of Headspace.

Dean Soto 35:31

Matt Laird 35:34
Basically do a bunch of, right now I'm doing one of their programs that go through right, so it's like a 10 day challenges or something. And then I'm good enough. It's about 6:10, office is already warmed up. I'm already at the office. I've already had my first coffee and then I'm ready to go. So I skip, I don't do any fitness in the morning. Which to someone who doesn't work out a lot, I would recommend fitness in the morning but for me it just doesn't work with my schedule because I have a hundred plus minute workout regimen that I have to do all together. I would have to get up at three o'clock in the morning so we don't do that so but that's it. I mean, I'm in the office and I'm usually sitting at my desk at 6:15, levelled, centered, I've already pre planned my entire week on Sunday. So I have my schedule lined out in 30 to 45 minute increments and I'm ready to go.

Dean Soto 36:37
I love that. Oh man, the and that, that that is why, that is definitely why it's super important as far as the the five minute strategic thing that is, that is awesome. All the stuff that you're able to pack in to an hour and a half. You know obviously a lot of that comes from the, the Warrior stuff that's, that's actually how Matt and I had, had met. We actually did warrior week with, through Garrett J. White's program.

Matt Laird 37:07
We're Week 57 man.

Dean Soto 37:08

Matt Laird 37:09
Most uncomfortable the human body could do without dying.

Dean Soto 37:12
I know it was crazy, man. And it wasn't just the physical as all the, all the emotional stuff too man, like it's crazy. The, so yeah, dude. So that, that, that was one you were, you said that you, there was two things. So there's one was the getting your morning routine down, which you out of everybody, you definitely are so structured with that, with that morning routine and actually doing it on a regular basis. I have a morning routine that, that relatively mimics what you're doing. But sometimes it's at six, sometimes it's at eight. Sometimes it's at seven, sometimes it's at nine. My dream is to, to just make it six o'clock from here on out, but we'll see if we can make that happen so.

Matt Laird 37:57
Oh, you know, I've been chasing a morning routine for years.

Dean Soto 38:00

Matt Laird 38:01
Funny enough, it doesn't, that you wouldn't think that you would. But so like I've heard people talk about their meditation practices and their morning routines. I read Elrod, Miracle Morning, like three or four years ago. And I've always been trying to get it primed and get it right. I just didn't have all the pieces of the puzzle. But it is super important at this point to have all of that correct.

Dean Soto 38:26
You know, you know, I love it, man. I love it. It definitely makes a huge difference. Like I got every Monday we have our little, our group that we, that we talked about, that we meet that you're a part of and every time because I have to be on at around, wake up at 4:45 and be on at five. Like, I've gotten so much done today. Like way more than I normally do during the week and I'm like, oh I gotta do this everyday but then Tuesday comes around, and it's kind of harder, harder to wake up. But yeah, so what's this? What's the second thing, man? You mentioned two, you got me all.

Matt Laird 39:01
Yes, so, so the second, second thing is where I'm going right now, man. It is, it's the niches. I mean, it's not mass market. I mean, it's obviously mass market. You don't want to be in a, you know the small area. But it's just to get into that niche, right? So you want to find your customer in the niche, in the niche, in the niche. So you want to know, basically, your customer, you want to be able to draw that avatar on a piece of paper. You want to know how many kids they have, you want to know how many trucks they have, or you want to know how many rakes they have or whatever it is that you do, you need to find out what your current customer is. And I have done some soul searching lately and I realized that a majority of the customers that I work with now don't fit into my perfect customer bubble. Not to say that it doesn't work but I do know that the ones that do fit into my customer bubble feel better with my service. They feel better with me as a person, and I like being around them. So you can't force yourself to go to work when you're actually going and it's people you like to be around, it's people you like to serve. But I really think that finding that niche the people you want to work with and finding where they're at inside of their niche is super important.

Dean Soto 40:28
That's awesome man. And I, when, so you recently put out a, a funnel and, and a video and when I, even when I heard the video that you did, it was so specific to problems that you face that, that you, that you know, others face those exact same problems that it got me interested and hooked like right away. And, I definitely don't have those problems, but it was, it was as if I was in the room and you were speaking to a friend of mine that was in the oil or, or had a, you know, fleet of trucks, but wasn't big enough to, to be you know, to get the discounts that a lot of these big distributors and so on are able to get. And you, the way that you talked on this video, it was so narrow and specific in the pain that the person's feeling that it, that it was contagious. And I just thought that, like I, I've, the, the fact that you're able to go that deep definitely tells, tells the person listening that you know. You know if they are going to, you know if they are actually going to be a customer, you know, the pain that they're going through and then you have the path and the, the possibility of helping them to get past that pain that they're currently in right now. It's, it was pretty amazing.

Matt Laird 42:02
Well, we're hoping to actually launch today, funnel launches today, I'm just finishing up but this would be my first, funny enough, Inc 500 going on probably two years in a row, and I've only spent $250 my entire career in advertising. So, my first funnel launches today and sad to say that as soon as I hit click, it's gonna double my ad spend for my life.

Dean Soto 42:31
Oh poor guy, poor guy, dang, dude, so, so all that being said, like, how, how can people reach you? How can people connect with you, whether they're customers or strategic partners? Any? How can, how can people work with you?

Matt Laird 42:48
Yeah, so basically, I'm available email or LinkedIn. I see only two platforms that I use. I, I don't do social media. I don't have any of the Instagram, Tick Tock, whatever the newest thing is. LinkedIn or email. So my email is and my, my name is Matt Laird on, in LinkedIn.

Dean Soto 43:15
Oh, I love it. Let me, I'm going to grab your LinkedIn profile link real quick, hold on one second so, so when my guys are doing the, the blog post for this, they can link to you. You heard that guys, thank you so much for doing my blog posts for me by the way as you're hearing this. So, okay? Cool, so you can go there and then you can actually go to, what was your website, it was Camrock?

Matt Laird 43:54

Dean Soto 43:57 as well. So go check that, C A M R O C K Dude, you're amazing. And I would love to have you on again and talk specific things, operations wise and things like that later, but I really wanted to get, get you on just to introduce you and show people that you're able. You're, I mean if you're able to hit Inc 500 with the overhead that you have, and with the flexibility that you have in an industry that is absolutely archaic and old. It, it shows what you're able to do, that you, that you don't have to go with the flow and stuff like that. So it's just amazing to have you on man and see all the things that you're doing.

Matt Laird 44:43
Oh man, I appreciate it. Yep, let me know whenever you're ready. I do know that. After the 21st, when I go live with my new project, I would definitely like to talk on how that things go and we're going to disrupt the industry.

Dean Soto 44:59
I love it man.

Matt Laird 45:00
Wanna keep up with 2020.

Dean Soto 45:02
I love it. Well how, how can people get to your, to your funnel?

Matt Laird 45:07
It's not launched at the time but the regular email address for that will be fleet, F L E E T E

Dean Soto 45:20
Cool, perfect,, cool. So by that, yeah, by the time this is on, it should be up and running man. That's great. Cool. Well, it's great having you on brother. I appreciate it. And guys, go check out Matt Laird. If, if, and he is just an absolutely amazing, amazing person and then go check out and also Until then, guys, this has been the freedom in five minutes podcast and we will check you out in the next freedom in five minutes podcast episode.