Graham Cochrane (00:01.432)
Today is the day my new book, The Effortless Business is officially out. I'll tell you more about that in a minute, but before I wanna share just a couple of stories that explain why this book had to be written. Maybe over late, a couple years ago, I was invited to speak at the Kajabi Hero Lives big conference in Austin, Texas, and I was opening up their keynote for the VIP day.
at the beginning of the event and it was a really cool room of people. Most of them were already six figure entrepreneurs. So it was a great energy in that room. A lot of people who had done some really cool things. And the message I felt that was important to bring was a talk about how to scale your business without burning out. And I talked all about how to design what I was calling back then a life giving business. Something that I'm calling these days an effortless business. And I shared frameworks. I shared
how I'm generating millions of dollars working five to 10 hours a week, depending on the week, how I have flexibility with my kids, all these different things. I sharing these things conceptually, but also how do you actually do it? And more importantly, why you wanna do it so that you don't burn out. And I didn't know if anyone was gonna like the talk because to be honest, it wasn't a rah rah, let's go build this big business talk. Although if you do what I shared in that talk, you would build a big and sustainable business and a life-giving one.
So I was a little, little nervous of how it would be received. I give the talk. It was a bit of a workshop as well. I had people doing things live. Soon as I got off stage, there was a line wrapped around the ballroom, people who wanted to talk to me immediately. And one of the first people in line was this woman and she was in tears. Now she had on like a blazer and you know, blouse and power shoe, like the shoes. Like she, she looked the part, talked the part. You could tell she was sharp. She was
successful, she was intelligent, and she was bawling. And she said, I really didn't know I needed to hear this talk. And the reason I'm so emotional right now is because I'm so tired. I'm just so tired. I have a successful business, but I have a husband and I've got a daughter and I've got that she started to talk about her family and
Graham Cochrane (02:20.16)
And she's there and she's doing the absolute best she can because she wants to be a wife and mother and she also wants to run a great business. so she's giving everything that matters to her everything and it's killing her. And she felt both the weight of her current situation, but also what she felt was hope that there is another way. There's another path. Right after her was a gentleman who had one of the largest
dog walking training or dog trainer businesses. I can't remember exactly what the offer was, but he has a huge business and he's like, hey, I'm actually crushing it. I'm the best at what I do. I said, that's great. He's like, yeah, but the problem is, I can't keep up. I can't keep doing this. I'm working around the clock and I'm suffocating and it makes me panicky because I don't know, I don't think I can keep this up.
And it was conversation after conversation like that of people who were smart enough to go build a great thing. They figured out a thing that works. But their life was at stake. Their sanity was at stake. Story number one. I realized I needed to keep sharing this message. Story number two. About a year ago, I got almost to the day, I got a DM on Instagram.
from a very prominent YouTuber and businessman, over six million subscribers on YouTube, brilliant guy, really great guy. I had no idea he even listened to my stuff, which is just a side note. If you have a podcast or a YouTube channel and you're like, I'm not big or who's listening to me, you never know who's watching you and you never know who's listening to you. I would have never guessed in a million years that this guy, who very famous that I know, even knew my channel existed.
And he's been listening to it for a while, just silently. He messaged me privately on Instagram and he said some words that I've heard countless times and I've seen over over again, but he had the guts to even say it to me. He said, Graham, love what you're doing. But he said, I so desperately want to simplify my business and cut back my work hours, but I'm afraid that if I do, my income will plummet. I just can't do that.
Graham Cochrane (04:45.874)
This my friend is exactly why this book had to be written. The effortless business is all about how to help you build a high income, low maintenance business in life. Why the effortless business? What is this all about? What does that even mean? I talk about this in the book, but there are two fuels to run your business.
And I put it this way, that effort-fueled businesses fade, but energy-fueled businesses flourish.
If the only fuel you know to drive your business is to white-knuckle it, push yourself down the road and just give it all the effort you've got, you'll be successful. How successful? I don't know. It depends on you, depends on luck, depends on a lot of different things. You'll be successful to some measure, but you inevitably will burn out. And not only will you burn out, the reason you'll burn out is because you'll be stuck at an income level or stuck at an impact level and you won't be able to find a way to get over that level.
past that level, over the hump, whatever the metaphor that matters to you, you will throw everything at it and this is why you burn out, because you only know one thing, do more, work harder, hustle harder, put more effort into it. It's a great starting stool, it's not a stool, it's a...
Effort is a great starting fuel, not a great sustaining fuel. You need to shift to energy. Energy management, designing your dream week, building a business around your personality, around your preferences, around your season of life. Do you know that you have the freedom to design a business that serves your life and not the other way around? That whatever your life goals are, your business can support them.
Graham Cochrane (06:40.43)
No matter what anybody tells you, they can't. So I have been living what I would call the effortless business for 16 years now. I have been sounding the alarm about burnout and seeing big entrepreneurs and YouTubers and coaches and podcasters disappear overnight for the last three or four years now. And I have been sharing this message everywhere I can for the last three years, very intentionally. And about a year ago,
I got real serious after Rebel had come out, my second book, we hit USA Today. was awesome. I was exhausted from that book launch. That's why I didn't do this book launch the same way in case you pay attention and maybe you don't, it's all good. I did not do it the same way. It was great, exhausting. After that book was settling down, was like hearing and experiencing over and over again this type of messaging that I need. Is that even true?
Graham Cochrane (07:52.759)
I need to write the book, the playbook for how to build a life-giving, high-income, low-maintenance, effortless business so that my people and anyone who hears this or reads this doesn't burn out. So whether you're starting a business from scratch or you already have some success in business, you don't want to build a business that traps you.
that exhausts you, that takes away your marriage, that takes away your time with your children, that takes away your health, whether it's mental, physical, you don't want that. You want a business that you can run for decades and love every minute of it. So friend, what I did was I took every framework, every play that I've run, every philosophy and principle that has helped me
Do the things that we all say we want and I think we should want, which is make a lot of money. Making a lot of money is a good and noble pursuit. So these principles and playbooks and frameworks help you make lots of money, but not at all costs. I'm interested in money, but at a cost. I'm interested at money, but not at the expense of my time. I'm interested in money, but not at the expense of my flexibility and freedom. I'm interested in money, but not at the expense of my soul.
I'm interested in money but not at the expense of my joy. How about this? I'm interested in money but not at the expense of my peace. So that's not the game I play. So what I've done is put everything in a book that will help you build a million dollar a year business if you're just starting out. Or if you're already doing tens of millions, it'll help you add tens of millions more, but work half as much.
I have an entire chapter devoted to cutting your work hours down to 20 hours or less. It's called the 20 hour CEO. That chapter alone will set somebody free. So I couldn't be more excited. I'm not gonna go into a ton of details here today. I want you to just pick up a copy. I told you I'd tell you how to get it. You can pick it up at effortlessbusiness.com. I'll link to it below as well. effortlessbusiness.com. It's only place the book is available. So pick up your copy there. If I've ever added value to your life,
Graham Cochrane (10:18.178)
And I'm speaking to family here. I don't know, there's new people that see my stuff all the time, but on this episode, on this video, I'm speaking to you, the person that has been supporting me by watching, by listening, even if it's quietly. If I've ever added value to you, a simple way you can just say thank you to me is to pick up a copy of this book. And then more importantly than that, because you'll read it in two hours, it's a quick read, put it into practice.
Change your business, change your family, change your life, change the way you show up every day, redesign your work week, and tell me about it. I know you're gonna be success. know you're gonna be like my clients. Everything that's in here is what I teach my clients, and they're having incredible, incredible successes. You're gonna be my next success because I know this stuff works. This isn't theory. This isn't just cool stuff I came up with. This is how I've been
operating for 16 years. Some of these frameworks and theories have been running that play for 14 years, some of them 10, some of them the last two. And then these are things that I not only run in my business, but teach my private clients. And I've seen incredible transformations. I've seen people quit their jobs and go all in on their business full time. I've seen people 10X their business while moving to the beach and having more time with their family. I've seen people
cut their work hours in half and the revenue not drop. I've seen people add six, multiple six figures of income to their business every year, working 40 % less. I've seen people go from six K a month to a hundred K a month and they're not working any more than they ever worked before and they're actually more motivated. I've seen the craziest things with my clients and I've put it all into this book. This is the book I was meant to write.
It's the message I was meant to deliver to you. I think it's gonna change the world. So.
Graham Cochrane (12:19.822)
It's available, my friend is here. That's all I have to say. Pretty simple message. I am elated and tired at the same time. This book represents the last probably eight months of my life slowly ideating and I've just I care about it too much that I didn't rush the writing process. I started to write it honestly over a year ago. Was starting to the ideas and everything and then I paused.
I just paused because the timing wasn't right because there were some new strategies I was testing and some new ideas that I felt God was saying, just wait, you need to put these ideas in the book that I hadn't refined yet. So I paused on it, waited another four or five months and then got clarity on some final few pieces to put in the book that made it so much better. And then I took my time, friend. I took my time to give you only what you need.
and nothing else. I took out all the stuff that was unnecessary, kept only the stuff that was necessary. And that actually took time. So it wasn't even writing, it was ideating and clarifying and preparing to deliver this book for you. And then I have put together something that I think it's the book I'm the most proud of because it's the book I have lived and it's the book that will make you the most money and make you the most free and the most joyful.
And it's like the best of my first two books into one. And I love it so much. And so I just cannot wait for you to get your hands on it. So go pick up a copy today. If you're as excited as I am, that's all I gotta say for you, my friend. It is here, effortlessbusiness.com. I'll link to it below. And when you get your copy in the mail, please take a picture of it. Tag me on Instagram, celebrate with me. I wanna celebrate with you that you are beginning to become an effortless entrepreneur and build or rebuild an effortless
business. That's it. I'm gonna go take a nap. Have an amazing day and we'll see you on another episode real soon.
