Как не пожалеть в конце жизни? Владимир Седов о настоящем наставнике, двух стратегиях и городе мечты

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a brilliant entrepreneur, a visionary, the man who built the huge the company Ascona, the man who literally from scratch created a city like Dobrograd. Vladimir Sdov. Vladimir, Thank you very much for coming. I you I waited for a very long time. Special thanks for that You didn't make it to the studio because I know that everyone usually comes to you. You They reached us, this is very valuable. Thank you. I am an egoist and a fatalist.

It is unclear what will happen tomorrow. It's not clear, What will be the situation in the world? If they don't want to buy your company Every Thursday, think about whether you need it this company itself. how to think more globally, how to think ahead, how could it not be here, in my puddle? hang out, but think about something right away big. I am very grateful that I am in At one time, they didn’t transfer from Zaporozhets to Maybach, and first they let me take it for a spin Toyota. Ideal option for personal strategies are to take and introduce yourself at the age of 55. My inner voice often tells me this twitches in these directions. You look, Am I doing the right thing? What is the main life conclusion from this? What was all the communication you had with him? so that I by the end of his life he did not regret it, what I did. It was a shock to me. Let's start with this question. I know

that you are a big fan of golf, and I heard from several entrepreneurs that they also love golf very much and think that This is hardly anything for an entrepreneur this is not the best sport that only You can do it. Do you think there is? There's some share in that, right? Well, actually, for myself, I do this sport I opened it not so long ago, well, how could I not a very long time ago, more than 10 years already, and I didn't understand anything about this sport. He is for me it seemed the same to many, that This was such a fun activity for pensioners, who drive cars and swear there with hockey sticks, yes. Here. But as if the elders comrades to my, well, closest friend American, he's like a second father to me older than me, he said, "Listen, you I should be involved in this sport." I say: "Why?" He says, "Well, a row. reasons. First, it is the only kind sport that is forever until death, because you can play it in 80 and at 90 years old, that is, to be as before active, right? That is, tennis it ends someday because a the joints can't take it, yes. Here. Second moment is the best networking for businessmen. Because it is precisely if you start to feel special think about international mm participating in business, yes, then a the best networking it's a golf course because that's all foreign entrepreneurs and good buyers and good advisors, all this sport passionate about. Here. And besides the fact that it's not just acquaintance, where can we meet? you can meet someone at the theater, and tennis, yes, but golf is 5 hours games, yes, and you play for 5 hours with a person, whether you want it or not you'll start talking about something. You you'll start, and in a relaxed manner situation, yes, that's what ultimately happened at the end there is some kind of chemistry, yes, which then has a continuation, business continuation. And the third story, probably, also more important, because after all, no matter how you look at it, all professions are there are stressed when they are long you are doing. Business belongs to the same categories. And someone finds uh reassurance in wine, some in sports, some in yoga. Here is the Golf - it is a mix between heavy sport and yoga in one glass, right? That there is, if you haven't managed to control yourself, no learned to control myself, failed unload, switch off, otherwise you the game just won't work. That is, many times This happened when I was playing golf the phone call there violated the rules and answered. And no one will do anything bad to you said. They even said something good, turn off your phone, put it down, take it stick and nothing works. That is you came out of the state of one hundred percent concentration. That's why I'm very I'm grateful that I was introduced to this sport would have sent, and I am his palaget and I highly recommend it to all businessmen. Well, the only thing is, of course, it requires a lot of time. Yes, I heard, I don't remember, from you or not, the thought on the topic of that in some kind of dynamic sport as if there is you, there is your as if opponent, yes, who are you competing with? Actually, the point is that you often direct your attention to here is the one you are competing with. And in Golf your attention, it should be completely as if directed at himself myself, on this inner concentration. And this is so distinctive Golf feature. Yes, absolutely true. In Golf you have to win. Your main opponent is You. That's it, you and your rating, which Yes, you have been assigned a Handicap level, Yes? So, you are there now, so to speak, there, an athlete with a handicap number 12, Yes? That's how you evaluate. That's why beat yourself every time and play on athlete, on the athlete's result Handicap number 11 or 10 or nine, This is a real challenge. It's always struggle with oneself. An amazing sport. Class. Actually, that's why I decided to start from golf because I think it is it's a thing that, well, on the one hand sides, of course, it's a sport, there reboot and opportunity get to know each other, but it's just a style life is certain. That is what it is lies in a certain vector life, yes, it fits in, and you always as if it doesn't matter interact with it. Well, actually, Why did this thought come to my mind? Because that in one of your old interviews you They said that you had such an experience that you are always, as it were, doing business, We thought about business and built strategies for their companies, wondered where all this was going It'll do, but we didn't really think about it. about what your personal life is like strategy. And so, actually, I have Now the question arises. You, if you had

the opportunity to take a little peek back and tweak or change something there, What would you change in your life? past? Ah, Sasha, you know, it's okay. Because here, uh, ask yourself a question, uh, what besides, a, development strategy business has personal strategies, I managed not that late, huh? That is To be honest, I was just lucky. Very many people realize it much later, when the business strategy has already gone very far away, and personal strategy with her is not was glued together. This is, well, this is straight forward. tragedy, huh? That is, you are in at the end of, uh, your life I would like to be on the working path and at rest and do nothing, and the business is running smoothly so, and the strategy was accelerated in such a way in a way that you were forced to drive yourself in that story when you should you will work there practically until the last thing they'll do is take you out of the workplace places, right? So here is the synchronization these two strategies, personal strategy, my personal life, my personal life strategies and business strategies, they must be synchronized. Not synchronized, it's at some stage In life, this directly creates a tragedy. I see this many times when saving his previous thirty years there business, but in my own eyes saving, businessmen drag their children there, yes, because that children should continue what their parents did it, although the children garlic, maybe, doesn't need it at all, And and it doesn't suit them, it doesn't suit them It's uncomfortable, but that's what it's called self-justification. That is to say, after all So I worked because it was my personal The strategy was to pass it on to children. You just didn't ask the children, did you? Is it necessary? them at all? Yes, yes. But in personal you will develop a strategy for yourself later at the end folded. I'm lucky in this regard, because this question is in front of me I got up when I was about 10 o'clock there. Here. And I didn't have it that bad. launched. Here. Well, actually, it is there was a stage when I radically reconsidered his attitude towards the future business development, because before that there were some mega castles there and so on further. After that I repackaged it, I'm synchronizing with my personal strategy. I want to talk about this a little bit because what, to be honest with you, when I do something I hear, especially from people like you, I always try to somehow influence myself shift, think: "So, I also about I didn't think about it, how can I apply this in your life?" And so, To be honest, I heard it like this, I think: "Okay, there's something we do in business, there is my personal." what is my personal strategy. And, to be honest, when I wrote some points there, they were very trivial and banal ones like: "I want to be healthy, I want to have good ones there relationships with family, with children and so on Next, I want to do sports and to travel around all the countries." And that's how it is my imagination would be limited. And you know, I immediately had this question: well

So what if I wrote it? That is me I don't really understand how this works reality can affect my life or did I do something wrong? You are everything I did it wrong because, yes, strategy, your own personal strategy - that's it Not ae tactics. You've basically described it tactics for a fairly short period. Let's take an analogy of strategy business. Yes, really good The strategy is made for 20-25 years. Yes. Of course, it is adjusted every year, but nevertheless, yes, I know from personal experience that business with China today and 10 years ago is completely different focus and set actions. It used to be enough order the product on a Chinese website and Post photos to your profile. Same day working with China requires a lot certificates, declarations, and tightening import regulations create red tape and difficulties with payment. Comrade finds himself in a situation where he has to lead business doesn't go smoothly in the white light. Not because I don't want to, but because there are no tools for this and infrastructure. But what to do if I want to conduct business transparently, without gray schemes? If you want to do something real business development, not try with the help of a translator figure out what yours wanted to tell you Chinese friend Nehao, this can be done Help the Prozakupka service. Procurement - your reliable partner in the world of wholesale turnkey deliveries from China. Guys analyze markets and constantly expand current assortment, which will be in demand. They accept payments in rubles, By the way, you can pay by invoice or card or even on credit. Payment at the moment only 10% of the order is processed, the rest part upon receipt of goods. They also control the production of goods factories, organize logistics, customs clearance and certification, deliver to their warehouse in Moscow and prepare goods for delivery. They ship it themselves with all documentation. Service Procurement combines clarity and simplicity functionality: a showcase with goods, transparency of processes and final the cost of the product without any hidden costs stones and additional payments. They create a new positive sales experience from China and they provide a guarantee quantity and quality of goods. Partnership with procurement is transparent and honest business for entrepreneur. Go to the site Purchase via the link in the description to see for yourself. Let's go. Unfortunately, in Russia it's a business It's not very common these days either. Usually people carry out strategic business session. There on the horizon, So, 3 years, right? Well, guys, 3 years, I mean, that's not really a strategy, is it? 3 years - This is your tactic because there are any your investments that you make, yes, Let's say we're optimistic on paper. they pay for themselves within 7 years, and To be honest, it's 10-15, well, even that At a minimum, the strategy should go beyond this horizon, to at least break even, to reach at least this far, yes, at least before that, yes, then just question: why? Yes, this is already the second one. a question that is being introduced immediately starting from 10:15 for 20-25 years. And personal strategy is not what you want to do, but what you have some a certain point in life, or you could call it red slide, right? When a person is reaching its peak, the peak of what it is reached, physical peak, peak emotional and so on. Well, man. anyway, no matter how you look at it, it's somewhere It's around 50, there are 55 years. You will never be more energetic Later. You will be wiser, definitely, 100%. Yes, but energy, and the desire to do something else is no longer much will. This will most likely be a regime some saves and so on. That is This is your red slide, right? And in this at the same moment, as a rule, you already have, well, in any case, it's already there children, and even grandchildren. That is to say, there is people who are very close to you, they are located near you. And speaking of personal strategy is not only that concerns you personally, but also those people, who are very close to you. Well, how? As a rule, it's at least by blood parents and children, yes. That's why, uh, the ideal personal strategy option is imagine yourself at age 55 years. Of course, it's difficult. Well, that's where I am I did it at 40, it was difficult. That's when guys doing this at 30, it's incredible It's difficult, and when you're 20, it's even more difficult a truly incredible case. But nevertheless try to describe yourself and your immediate circle aa which would allow one to be happy. Yes. For you and for them. That is, not the way there, but here You are 55. You have a family, you have God. let the parents live. And you are happy. AND Now you start typing the formula: "What is happy?" We are happy to live in that country, which you would probably like to live in this one or some other. We are working or we don't work. And we live together everything is close because for us it is It's important that we all stay close. or the question of intimacy is not as important as The process is important, not the implementation of each one. AND it may turn out not to be a being within walking distance from each other, right? That is, like these, on in fact, there are only a few of them there basic things. Well, here I am as an example, Yes, let's say you write to yourself strategies, yes, that at 55 years old you would not want work. Then the answer begs your strategy up to 55 years old very simple. You must earn up to Yes. So that later there will be something to live on. So that later there will be something to live on, undoubtedly. Or you have another scenario, yes, I will continue working. Agree, the way to In this case it is somewhat different. Yes, absolutely. And the types of activities that You can clean everything. Ah, absolutely right. Everything is different. That is This is what strategy is. very difficult imagine yourself happy, ah, at a distance there are 15, 20-25 years. I remember that I have this document In fact, it took me a year now its writing. I even remember, I'm there I wrote that I will live like this, probably, after all, in such a country, which I really liked. In general, here it is This was exactly my dream. I still I'll go there, the climate is there, everything is there. Here I am I'll still go there. I had it too It was written, it was on paper. And it passes there for some months, I again I recount what I wrote later. Oops. A How old will the parents be when will I be that old? And what? And I'll go there, and they will be so many years when they no longer have money from I need physical help, but my physical help presence. And that one tu tu tu I'm doing it as I planned, she doesn't implies a quick instant reaction for the necessary assistance and so on and so forth further. That is to say, I couldn't be happy, being in a favorite place, with constantly with a sick heart, worrying about his own parents. To be so happy impossible. Yes. That is, it is so complicated, a sufficient case, although in fact it is It's worth it, I've listed practically everything the main points, there might be something there add more. Here. But they are radically are changing variations of the path from the point where you do this you do, up to the point you are going to. What has fundamentally changed? Here you are They said, at 40, it took a year. What fundamental in your approach It changed after you got it this strategy? I just Well let's put it this way, uh, there's one of the key things for me it was, I planned there Ascona grows into some kind of space, in some kind of heaven, to conquer countries there, worlds, continents and so on and so forth further. And there in the strategy it is like this: “Well "Okay, so I'm happy, right?" Yeah. That is, I come there and with this asset on the back. But I'm 55. More likely in total, I won't be there at all an energetic and healthy person. Means, this big car that I will speed up to some kind of space, someone will have to manage. Well, there aren't many versions there

actually, yes. There's an option there, okay. You don't have to manage it, you can sell it. That's because I sold the business before this, I know it's not very simple story. And the market situation may by that time things will be such that there may be sales, or there may not be sales. And at least you can successfully not sell, yes, so it's not an option, yes, There's an IPO there, it's there too, let's say so, this is not capable of instrubasa, Yes, this is a question about attraction. investments. To gain even more commitment, yes. And to give it to the children, yes, the question is, will they want to? They take this and why the hell do they need my life there? I'll spoil it, right? Here's something to give to the hired man cultural management today Well, let's do it like this in Russia now. the first transmission occurs in business from generation to generation There are those who started in the nineties. They are broadcasting for the first time now ah, Russia doesn't have this experience yet. cultural experience is social experience yes, that must pass several gears from generation to generation, when develop some of your own standards. Yes, Of course, you can copy-paste the Western one practices, yes, culture of transmission, but how there would still be some peculiarities. I'm like, "Wow, yeah, I'm like that. 55 years old, he's like, "Here you go, a present." so, yes, you catch it." Yes. Here. Well, to be honest, after that it was just the first point was, uh, the company must be implemented, ah, into other hands, ah, before I reach that age. Yes. And can we, based on this? this, to claim that in essence here personal, if business strategy, it responsible for indicators, for money, for revenue for the development of new areas, that's a personal strategy, she answers here not so much for the quantitative, but for quality, for the condition in which you will abide. Yes, Absolutely right. And it turns out that If a personal strategy is made, it is a technical specification for business strategy. Yes. Then you live in harmony, you live, you understand what you are doing, why you do it. And if you consider business strategy in separate from the excellent strategy that either not at all, or you don't have them synchronize, then sometime a conflict will arise anyway. Well, ask. any businessman, every hit man, well, who has been in business there for more than 20-25 years, when he gets up and asks himself the question: "Why? Why?" Yes? That is, we were interested, When we were creating it, we were interested in when they were developing, and then it happens the moment when, damn, and what now with this do? That is, this is a conflict about what you ask such a question exactly when a conflict arises because if you are all synchronized, you are this You don't ask the question, what to do with it now? do. So you had it in advance It's clear what to do with this. And agree, even a business strategy in this case much more effective because it has a logical end at the start, you understand. where and how he should finish. You don't you make those moves in business that no need to do it. Yes, I completely agree here. You know, I can't help but ask. You several times

It was just mentioned in passing. And when? they say what they told you an example that you are successful in everything there, you said, well, it's not possible say yes, that I am all there parameters is successful. And one of these is like this the examples you gave are there regarding the family. And you have one like that, I'm there I won't repeat the exact words, but you tell me when to do it entrepreneurship in general and when you need to go into business when you can answer the question for yourself, that's it question, Yes, on two questions. Am I ready? Remember, there's 24/7 work? Second, are you ready? I will donate, for example, there relationships with family? AND two questions. First question: are you ready? go into business entrepreneurship with the understanding that most likely you will never will you be rich? Yes. Because, for real money is not made from operations business, but on the sale of the business. Yes. Here. And to grow a company that you can sell it, well, it's kind of the highest aerobatics, huh? That is because operationally you will never be rich. I explain this to young guys very often. And because all the income from operating activities are normal Businessmen are investing in business again. Yes. As a result, the company seems to rich, but not really a shareholder. Here only when selling a business to a shareholder maybe I'll become that rich guy human. Here. And the one who can build a company, grow it to some specific volume and then to interest him so that he would buy it and so that I even paid money for this, as if Here. And the second story, yes, it’s family-related, as a rule, entrepreneurs, businessmen unsuccessful. And the reason is actually very simple. In order for a business to grow, it needs invest money. In order to Everything was good in the family, it was necessary to be in the family invest time. Here is a businessman, an entrepreneur - this is it a robot that you can even spend time with your child in the park, but your head is not in the park, the head continues work. This applies not only to specialties, to the profession of a businessman, in no case. This in Russian Orthodoxy. That's when what higher rank clergy, it is even more strict ban on a life in the family, because It's not fair to the family. And we We're all trying to do this somehow compensate. I am very grateful to my to the family that she loves me very much trying to understand. But I realize that these are very big the efforts they are forced to make on themselves to do, and I can't change anything, to Unfortunately. Why did this affect me? topic? Firstly, because, as it were, once upon a time when I was 30, for example, yes, now I'm trying to think through the prism of such things that you you're talking. That's largely why I really wanted to talk to you, because that you think ahead globally. You already Look much further than I do. And I immediately asked myself: is it really so? entrepreneurs, for example, who everything is fine and business has worked out, and there they have health, and they have a good family great attitude, started to remember literally examples. And so, as if in mine some people came to mind. I, Of course, I didn't hold a candle there, I don't know, as it is really like at home. But still not less, let's do something a little different

Let's fantasize, but let's assume that if It's too early to approach this very issue personal strategy, in your opinion, is possible whether to set such criteria there, in which you and from the family point of view Will everything be okay in your relationship and business? No, Sasha, uh, let's do it this way. Me too I know, actually, that there is, uh, successful aa including family ones as well relationship. Ah, well, as they often say, yes, and only exceptions, actually, confirm the rules, yes. And the second story, don’t throw straws in advance you will settle, it is not a question of what kind of business. It's not a question of how long you've been in business. It's a question of business scale. Where to get time for development when Are you sitting in the operating system? Big problem entrepreneurs. No employees, who solve problems independently, work for results and save time. There is always a need for outside control owner. 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Also by Follow the link to sign up for the tour. I recommend it to absolutely everyone to the entrepreneur. Let's go. And the scale business is connected, to be honest, here's how my personal feeling, not with the quantity money, proceeds that are there under your control, but rather with the number of staff, which, ah, to which yours has grown company. Because at some point, I even remember, probably, when I had this It was when I was scared for the first time, not for business, and I got scared, making business decisions for what if I make a mistake now, I don't care about him, I'm always like me I'll twist it there, yes, he's an entrepreneur there indestructible, But tens of thousands of families, whose life, including in some stable version depends on the place where they work, and you make this decision. It becomes a fateful one not only for business, but also for the people who work with you. On at some point you start doing this, Well, probably the skin feels it, and you are constantly under this burden. Just constantly under this burden. you don't you decide, but when you make a decision, you are not you put yourself, let's say, personally you put it last. Risks quality or non-quality of the accepted solutions. First of all, it's a business, for which this decision is being made. AND secondly, the potential consequences for people who work with you. Close management team, middle team management and all staff who works together with you. This cargo infinite. I don't know how they work people at a high government level, making a decision every day, determining the fate of the country and people, yes, the fate of the country and generations. I don't know what kind of one I should have. psychosomatics in order not to simply get up on knees under this press. That is, if I understood yours correctly the thought when if you have a large-scale business if you manage a large one amount of responsibility, then whether you like it or not, you just can't, let's say at some point here pay due attention because here it will always outweigh. It's always you, it's always you. you talk. I've seen a lot of razvala on that moment when we sit at the festive table and we talk, I answer. I catch myself continuing like this again I have made my decision. This is definitely correct. or is it definitely wrong, right? That is, here it is this responsibility, it is here that thing that is formally you can even quantify the view time. Well, the question is thoughts and attention, yes. Well, you don't have any quality time you give away. Well, and then, ah, exceptions they are usually Sasha, at least the exceptions I know of are this is called when, like, probably, God's providence, yes, when I glued it on in fact, there are really two at all unbreakable halves when there the other side is simply not there by force understands, yes, and understands it synchronously. Here. Well, that's already choice. What answer did you find for yourself? What way? Of course, I already understood that there's no way to balance it, right? there is no intermediate option, but nevertheless

less, we are probably watched by a lot of people the number of guys who don't think not just about business, but about how, Actually, and the relationship, yes, to maintain and so that everything is good in the family. What, no I know, life hacks, if you can call them that, Have you found something for yourself yet? Listen, this isn't a life hack for me, yeah, I was in a hopeless situation. I just I understood that I would drive myself and drive everyone and myself, because I'm worried too that I am not enough in the family there, Yes? That's the stress you have there. It seems like there's stress here and there stressful, huh? That's why when I turned 45 and made a decision, that at 50 years old I will retire for personal reasons. Yes. That is, I accepted for myself, well, let's say So, it was objective. I think that aa on the first level operational management, but should there is always a person who stands is 350 years old, because before risk-taking exceeds experience. Yes. And after fifty experience exceeds wish desire to take risks. That is for It is useful for the company. The second story, uh, Why did I even think about this? Because which is a very scary thing, in my opinion, when the shareholder stands, and, in the position of line operating top manager, right? Because it is it turns out to be an eternal conflict within oneself, Yes? I kept saying, I have two caps on the head. I put on a cap shareholder and I say: "So, you, director, I have to do this, this this." Then I take off my shareholder cap, I put on my SEO cap. You are a [ __ ] cat. And now And you have to do it yourself, right? Here it is it turns out that I started to catch myself doing that, that I, as a shareholder, sometimes did not put those tasks that should have been set from the shareholder's side, because to me then, as a performer, I have to perform it. Business suffers from this. That's why it's history. Here. A secondly, it is precisely the desire to remove myself a greater share of responsibility for making daily decisions that are here with this load. And this can only be done by leaving operational business. Yes, you don't You take it off completely, but it still remains strategic contour, remain there are moments of crisis, yes, wherever you want If you don't want to be forced to turn on. But you don't leave the company, but this it's not daily decision making, it's daily reflection, but not daily acceptance of thinking. That's why at 45 years old I made this decision that I would leave at 50, 50 I got up and left, wrote a statement on dismissal, quit. This is also interesting and incredible We'll discuss it, but I want to do it first.

roll back a little. Here you are mentioned young guys who are 20, It's hard to look at 30 and 55 try to do something. Look here. I introduce myself again, this is me Now you need to dive in there for 25 years. This almost my life. Yes, that's the same amount, how long did you live? I do business there. a little over 10 years. And I understand, I am I was recently sitting and thinking about how much events have happened over these 10 years. At all life has just changed a bit already once. Several cycles have passed. And if I let's try to guess what will happen in 25 years, then it is very difficult. And I, naturally, as if, as such a person, who constantly runs forward, to me I still want to take action, which are effective and which are kind of maximum utility at the moment time. So, what do you think, after all, being twenty-twoty-thirty years old entrepreneur, as far as it makes sense actually take the time, pay attention and think about it now or for example, it is much more correct get down to business, do tactical things actions, and then, as you get closer to magpie, maybe think about here such fundamental things? Well, Sasha, I I'm sure this needs to be done as soon as possible earlier, but because no matter what you strategic, uh, personal decision no accepted, it's a long road to execution, it takes time, and this there may not be enough time. Then I did everything I'll give you a very simple example. Well, listen, let's do it this way. And if you now 25, yes, we are talking about psyap now, yes, It's been there for 30 years, yes, by and large movement from point A to point B. And when you leave the office and sit down in the car, you're leaving from point A. Well So, do you know exactly where you're going? Yes. Point B exists. Yes, point B exists. And according to your version, how? You asked me, I'm going to sit in it now point A, I'll drive around a bit, and then like when there are 1,000 kilometers there I'll wind it up and decide where I'm going, right? Well, this one is quite similar. a comparative example, yes. Here. The point is the fact that you are this is still a question in reality your efficiency. If you still your vector, and, each one is determined by you the time when you make a decision and business and personal, it is always accepted for the sake of strategy execution. You don't you make unnecessary movements. Whatever strategy you draw, it is not a straight line is still a vector, right? But if there are strategies, this vector has deviation less than degrees, than if you just me doing business, is this normal for you? There is a 90 degree angle, right? There is a wide range to choose from. There is plenty to choose from. When do you start? here's something to build, you start this one, this window is a little bit close, yes, and agree, you don't you make unnecessary movements that go beyond this degree, right? So it seems to you, in fact, it's your parents there your hire said, they say that Believe me, in your version it's 25 years. this is gross, you won't even have time to see how they passed. You think it is some kind of life ahead. There is no ahead life, there's just a moment ahead, in fact. Yes and here is an understanding of what this actually is in a moment. And every minute, every hour, every day spent on something other than what maybe you and your loved ones in I believe that I can make you happy in the future It's just a waste of time. Friends, have you heard about the formula for success? from one of the founding fathers of coaching Thomas Leonardo? According to her, your success in any business only 10% depends on knowledge, another 40% from thinking, and a whole 50% from the environment. That is, even if you have There are cool skills and well-developed thinking, it won't hurt you anyway a good environment to start conquering new heights in your business. At all, environment is literally about everything that what surrounds us, what we eat, what we read, Where we go to spend our leisure time. But one of its most important components is strong community. And the good news is that it doesn't need to be gathered around myself from scratch. You can join right away to the business community About actions where entrepreneurs share their experiences and knowledge, useful contacts and ideas. The founder of the club Ilya Rudnev, serial entrepreneur and investor, founder GC "Business Garant", author of the book "Exit from how to turn problems into opportunities." 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Follow the link in description and leave a request on the website club about actions to become it resident. Let's go. Pravda 90°, as I understand it, this is what did you have a choice, yes, what is possible I love to do any business, and then you chose this segment, what is on quality of life, yes, and life expectancy influences life. So, just like that limited their narrowing to narrow, to narrow the funnel. Yes. You also said something about those, who are under thirty and have a desire to risk. It seems to me that this is from what I

Now I hear and make an internal one for myself the conclusion is that the definition of this vector no one, it frees you from vanity this youthful maximalist, when you this offer, let's run, and in the end you waste a lot of your time and attention to some things that are not have meaning and value on distances. You are absolutely right. This is very I often have to talk, well, there let there not be thirty-five year olds there, but there 27 there 28 years. Ah, well here you go! ask, what is he, actually, there is some kind of period in life already done, right? And I say, "Listen, here's let's put it this way, you've just said a lot, Let's take a piece of paper, here's a dot put it in, and now let's try Place the diagram on the grid. Here you are I went here and then look, here radically here, radically here here. And it turns out like this, that is, look, You've been doing something for 6 years now, and now Look how it looks graphically. You just went in different directions. That is, you did not capitalize on the previous one. experience because they said, "Listen, this is "It's all [ __ ]." They said that over there with us, so, this is business now, this is it Now it's a victory, right? Let's run here. Or we don't live here anymore, we're running away now. everyone from here to another country and now We live there. You really don't capitalized on every previous step. Maximum efficiency of life is capitalization of each previous step. Otherwise you're just a zero. multiply the previous years and the previous one experience and you start tracking something from scratch. You lose your handicap, just like in Golf. Very cool comparison. You know, here Another one is also a question from within, uh, regarding vanity, these throwings constant. You, I actually, when I look at your path and you don't have this these gaps where they would do for many years some project and it is not It worked out. That is, I know that you, you have There is a multi-step approach there, like You are evaluating where to go in general. This phenomenal story. But here it is again, being young still in some way in your consciousness, you often not only here some offer comes, and you look somewhere around. Here you are you do something, it develops there, it is capitalized there, perhaps, but you always look back, I agree, but you always look back. And there it is somewhere at your friend's, for example, there It might be greener, but this one still has it a little greener. And so, to be honest, My inner voice often tells me this twitches in these directions. You look, Am I doing the right thing? Yes, am I really doing the right thing? Or maybe you still have to be there look, try, and so on. AND it's not some kind of evil envy, yes, and this desire to run and catch up, overtake, yes, speed up somehow. And this is very confusing. Don't know, To what extent have you had this? I am now I understand that you definitely don't have this. You look at your vector exclusively, but let's roll back anyway somewhere back there, when there was no such thing so much awareness and so much experience. How did you cope with this? Listen, Sasha, well, of course, it's difficult there now. remember all your emotions, yes, there are 30 years ago, yes, and everything that you're talking about was you say, from some things a healthy sense of self-preservation turned away because there are ninety the first year, everyone was doing something and someone was running and shouting: "Guys, Stop messing around, there's a red one mercury, like, yes, and we'll be there now trade in red mercury, yes, that's it There are weapons there and let's trade. weapons, right? Well, of course, marginality some businesses, yes, it is like that there would be a sense of self-preservation, that this Still, it goes beyond the scope of criminal law, Yes. Here. As for the questions, if this one is greener, and something else, What's going on nearby, you know, I don't I know, maybe, in some were lucky. Well, yes, most likely, yes. It's my first time actually there, but the question is made me remember. A I was very lucky with good teachers. U I was very I had very good teachers. This No guys, not from Russia, this is mine American comrade. When I just I started doing sleep products, I was simply microscopic. And so, probably, that stage was when there was someone nearby doing something, and there everything was greener, and I was like this microscopic. I had a competitor in the market, like this one basic. Well, I understood that, like, he just started earlier, he was lucky, but Basically, it's like, well, it's not a rocket ship. Science does, yes. That's the first thing he I did it, he said: "Listen, so Let's go around the world, I'll show you now the entire industry from the world's perspective, from the perspective of global expertise." Yes. And when I drove by and came back, I realized

What should I do, how to catch up, overtake and become. That's what they wanted to become. And then I for I realized that the level of my non-greenness relative to some greenery aside, this greenery there is only greening now because, well, listen, maybe it's a factor it worked out, maybe the timing coincided, maybe, the element of luck came into play. But if you sit in one and dial global examination, then yours will definitely turn green and it will turn green fundamentally. Main requirement for what business, whatever you I haven't done it, I keep saying, become a world expert in the subject matter which is not urban, not strange, and global. That is, if you are absolute, you must strive here. Maybe you won't be number one in the world, but if you are an expert, Why an expert, let's do it this way, if I'm going back to kaskoneni, yes, it's not an expert in mattress production, this is an expert in sleep, which is a consequence there use of your product. this is an expert in health, which is a consequence of the equipment product that you produce. Here if you are an expert in your field survey, you will see how you turn green much faster. And here is the examination, it is it doesn't disappear anywhere because it's running, a-a, the green traffic light turned on here, here The svefor is naked, stay in yours. If there is always if there is a consumer, there is a country where this consumer lives, there are countries where these consumers live, You can do absolutely any business. and achieve very serious results, if you are an expert. Yes, I really liked your phrase about that there is no point in going to something niche, if you are not a top 100 expert in the world in this area. And any business that we start, Well, it always turns out that way for me, that from up to 5 years before going into business, I It's just real, and I can get there. talk to anyone who concerns of this product, this market, yes, I can with anyone in the world talk about equals, yes, because that I took it. Then puzzles arise. You see how it should be built correctly design. Here. Yes, if you just copy-pasting someone or, uh, from textbooks You make your business mbeshny, well, sort of all this education is this tools, Yes, but these tools need to be used for something. attach. Here. And here there is no one in your company, absolutely no one, no SEO -1, neither SEO nor I have such a position, which would have this expertise. This is only the shareholder's expertise in the first place queue. Friends, let's talk about real things on a scale like KFC, 7-leven, McDonald's are expanding worldwide at a rate light, without swelling from hiring staff and without investing huge sums into opening each new point. What is their secret? success? How do they manage to grow without loans, investors, risks and long-term payback expectations? Franchising is a tool that allows companies expand its presence in the market, but while requiring minimal investment. To learn more about this tool, I invite you to a free master class billion dollar franchise that is being held Sergey Dedikterev, co-founder of three largest franchise networks in their niches. His record is selling 850 franchises. in 9 months. On the free one In the master class you will receive a step-by-step plan launching a franchise from preparation to achieving leading positions in a niche. Learn how to implement a franchise into your business and increase profits several times. Reveal the three main secrets of success franchise sales that will help significantly and quickly increase profits. Learn attract online and offline traffic without significant advertising costs. If you entrepreneur, I recommend watching at least for the sake of interest, to go deeper understand the topic of franchising. How is this? made by Vladislav Sinkov, founder landscape studio, started with two franchises, earning 500,000 rubles. V month. And after training and creation the sales department implemented 16 franchises and increased income to 2 million per month. Now the franchise is almost passive for him income. Do you want the same? Fly in Master class via the link in the description. By the way, at the master class you will receive cool gift. Calculate the financial model and find out as much as you can make money by launching your franchise business. You will also receive a bonus instructions for launching a franchise from Top 10 franchise founder according to Forbes. Register for free You can watch the master class by following the link in the description. Let's go. Of course, I will explore and to understand some topic, I know, What about water, for example, yes, it was that you were there for several years we delved into this topic, figured it out, collected global expertise before go there in this

haven't gone yet. Time is a little bit postponed, but in principle we are ready, but nevertheless, yes, nevertheless such a preparatory plan more than 5 years, Yes, it's very difficult for me, of course, imagine what it's like there at 20-25-30 spend so much time preparing to some kind of start. Well, it doesn't distract you from the current one. activities. This doesn't mean that, that you don't know today's operating things you do, right? You can really accumulate something interesting parallel. And it could be up to ten such things that you can lead This is a stage, it's called a stage. accumulation of information. Then the next one I call this stage the stage of talking enough. Yes. when you start communicating with these experts, and then after the stage accumulation of knowledge and the stage of talking enough You just suddenly have this critical volume of knowledge and communications you have ra and it appears before your eyes a model that can be implemented with from a business perspective in this industry, this commodity product. And how are you? do you think that this teacher of yours, who I told you: "Let me show you everything "worldwide expertise", well, that's what lay down the basis of what you started very take a large-scale look at everything you do are you doing? Because it's Askona, right? That Yes, I was very interested in listening your thoughts, yes? You are being asked constantly: "How many mattresses do you have? "you sell" there, and you approach this as a much more fundamental the problem of which is not just which pain we decide what values ​​​​are for people we create. And there was this story about what we first need to understand is that what people need, and then prove it to them that they need it, yes, to convey to them this value. So you look at this so high, uh, that's what you saw, for example, some kind of industry so widely and saw how much it is It can be large-scale and expert, it is formed the foundation of your global thinking or something else? You know, yes, and that's when this It was very important when this one piggy bank global experience in this industry, namely world experience we received it in a very short period of time time, but literally within a year, then there is the whole world. And these are different markets, they We were at different stages of life, yes. And very often it was when you look something very advanced in some way developed country, and then you come to another market and you talk to them, and They ask some questions. You say: "Listen, for heaven's sake, well, that's it What you're doing right now is exactly right Now you are making a wrong decision solution." That is, we need to look at the end for taking now the right decision. Well, what kind of non-end? yes, but at least as if it were advanced, Yes, that doesn't mean you are now you will accomplish something advanced. Well, damn, at least the stages of activity Just don't break the rules, right? Then I won't forget. I was at that time the same time just when Ascona It was just growing rapidly there, I remember I wanted to buy there for one technology there are the most cool machines, which are only there were, there were all the best. Here I am, I came to the manufacturer in the USA, he says: "And we won't sell it to you." I say: "What, Are you crazy? Well, I have money. there is." I keep saying: "Well, Volodya, well "No, we won't sell it." I say: "Why?" Well, you see, he says: “Well, here it is. such technologies are still kind of the company culture is ready to accept such technology". Yes. I understand that you will master it, you install it, it will work, but we know your company from the inside. That is level of corporate culture production in the company today will not allow you get the result from the purchase this technology. Understand, he says, this doesn’t offend you. You just won't get what you want you expect, and you will be disappointed with this decision. Let's do it differently. We'll give it to you now. we will install the technology previous, We will help you fine-tune your company, production all services that must ensure that it already has ownership serious technologies. There is a service there service, mechanic service, and so on further, accounting. Well, there is a whole complex there, yes, This should be in the culture, yes, not on It's written on the paper. And after that we will tell you We will give you the next newest version. I am very grateful for the fact that I am in my time from Zaporozhets was not transferred to Maybach, and first they let me take it for a spin Toyota. Here. Because the company, Well, it should grow just like that. children, but only child prodigies jump from the first tenth grade. Actually, there is a certain stage-by-stage nature. Here. And even if window of opportunity and market and access to finances allow you to take off, It's you who makes the decision because you ready. Question: Is your whole life ready? company? And I have seen examples where companies they just broke down like this, making such a wrong decision. The company was breaking down. Well, it's okay, lengthen. There you will reach this point there in a year, in two, no big deal No. But you will reach further prepared and you will get much greater result. Yes, I understand what you are talking about. I feel it right at my fingertips, because it often happens that you have some opportunity appears for you too It's hard to give up on you. You can't refuse because you feel that this opportunity will no longer be available never and that's it, you didn't have time. And you too It seems like an entrepreneur is obliged to do so use all these opportunities, that appear around you. And here it is it's like an internal conflict, which actually makes sense sometimes on the contrary, take a break and finish something and only then do it as if the following approach to this. Well, that's why it's so good, when there is a company present there are two roles at the top level: role entrepreneur and the role of the manager. This is the same for completely different professions, right? That is the businessman is itching for himself, Yes? Here. And a manager, he, uh, manages people, team, and he understands the difficulties, which may arise during implementation solutions issued by Nenpriner. Here so here is the balance of these roles, he is, of course, magnificent. If that one, that the other is in alone, the company will either break up, in the end, on the rock, entrepreneur it will be smashed, yes, or the manager won't uses a huge number of windows, which could be used. By the way, it's interesting about yours. internal DNA, how is it formed, right? Now it's time to see the world. About the machines I also have a puzzle going there. Very It's great when a company that conveys some ideas, she follows them, right? That is, for example, that the guys, which talk about the culture in your companies themselves also use their own cultural code without selling you machines. Yes, this is also a certain complex thing. solution. You can sell, in fact, Yes, to earn money, but for you It's much more important to follow your own values ​​that you have for yourself created. Well, by and large it is possible Well, this is the same as... Yes, but it doesn't matter. This is not about emotions, this is not about Love in business is all about money, right? That there is, roughly speaking, an understanding that if they warn me about something step, they will not disappoint me and will not give I have the opportunity to crash. What does it mean? prevent me from crashing? So, to have customers for many years. Yes. How so? Nothing personal, just business. Yes, it's the same for me, you have the same example. There is. You have often been asked about this, How IKEA helped you when your appliance burned down warehouse and says: "Guys, I helped, no "It helped." They're just good at counting. numbers and do business well and understood, that it is more profitable for them than with someone else to build something there again and agree. And also literally, probably the final question regarding personal strategy. There is such a thing too internal, you know, kind of interfering intellectual chewing gum, that when you you're doing something, you're with one on the side you want to build prospects and yes, conditionally a dollar today or 100

dollars tomorrow, and you understand, of course same, 100 dollars tomorrow on one side, but on the other hand there is a feeling that you need to live here and now, and that It's unclear what will happen tomorrow, it's unclear In general, it is unclear whether you will be alive, What will be the situation in the world? And here it is also gets such a certain internal conflict, which on the one hand Let's say your company requires development of your attention, and on the other hand sides, well, we need to get there sooner, no I know, the world is flying, watching, while you have there is some money, while they have it opportunities, energy for this. How do you like it? Here the strategy helps to determine, What? Because I want to be here too don't miss the moment, because we are in we don't really know what will happen tomorrow, and on the other hand, forward look and build something like that a distant prospect for oneself. Well, listen, here we are we learned to work with it quite a long time ago with this tool, using only just for just one one way, yes, that's m that is, companies, company companies all, who are in the group, they do a document called a card risks. A, and the risk map is the main one a guide in decision making. That There is a business that can be developed like you say, there is an opportunity here, here opportunity, here is an opportunity, and we develop any business strategically overcoming those risks, which we see on the horizon. Let me try something a little bigger, Yes, I'll explain. There we are planting now any businessman aa and asking him what is now risk number one. Well, there, since I was participating now and then I saw the result survey -e many of the country's major businessmen, everyone gave out almost the same thing Same. Lack of people. Risk number one. Moreover, the perception of many is that the absence there are no people like workers, but in reality in fact, the absence of people is still not and buyer. Yes. That is, when the demographic situation in country, well, it's very complicated, it's not only in the country, but, let's say, in everything in the developed world, when I saw the forecast IMF 2010 estimates China's population at 415 million from today's one and a half billion. Yes, I wouldn't want to be in that situation right now in the chair of the Chinese government, yes, and scratching my head about what to do with it now do. What year is this for? At 200. In those 70 years. Minus 70%. Minus a billion. Here. And South Korea 5.5 million. Here. Eh, and it's not like Russia is doing very well either the same thing, let's say, is good was carried out. That is risk number. one. That is, these are workers, and, well, Let's put it this way, the consumer is even more important. we can still try the worker somehow, a, to replace, to substitute, and artificial intelligence to help us, robots to help us help, well, and so on, right? That is us m there is an immigrant flow possible for us in help. Well, I mean, there are options, yes, but when you don't have a consumer and he decreases in quantity, well, how would you say it obviously risk number one, right? That's why What should I do? We need to go to other places markets. Well, actually, this is it here is the answer, yes, as we accept there the decision, yes, not because we are running there, because it's delicious there, and we run there, because we want to avoid bad things. Yes. Not so much for the good, but so that it doesn't get hit. Absolutely right. From the opposite, Yes? Because the candies hanging on the tree Let's do it this way, so we can figure this out candy or candy wrapper. But this is necessary it's time after all, right? What's the filling like? Yes? That is, yes, for this you need to it's time after all, right? and and experiences, and You can just burn this time in vain, having unwrapped the candy, it turned out, what's in the institute we go from the opposite, yes, we, accepting solution, we avoid the bad, not we strive for good. This is very cool. This is straight I'll write this down right here for myself. This is very cool, understandable motivation, because I even started to play it over in my head. Globally, when you something like you how it motivates from afar, you still you think: "Maybe it's enough for me, What do I have? And here, if you don’t If you do this, you will lose what you have. It is you, it is the archia that motivates you. AND Do you know what's really good in this case? Eh, when is this risk map, it's like this for us It's a public document, we have it. present in the company, yes, It's not just you who's looking at her, it's her looks the whole company. And in this case, everything understand why we do this. If you're going for motivation, You said it was a motivation, someone said: "Well, yeah, motivation." Someone said: "Well, maybe it's not a motivation." That There is synchronization of the company's actions does not happen. Here, guys, I'm sorry, we will burn. So everyone went put out. It's obvious to everyone, and that's it. are engaged in Class. And it immediately pops into my head a huge number of examples of companies, which were so burned. And even I am like that I understand that yours, for example, is there in his own way time to enter marketplaces with another brand, yes, there is more, let's say, in the cheap segment, that's exactly it running away from something, from the inevitable, let's say So. Yes. Yes, absolutely true. Class. This is very interesting. Let's go to next topic. Hey, you already have her too. We touched on the issue of shareholders and CEOs. And here it is Now I understand when they ask you even some questions there, for example, about numbers there or something else, you say: "Guys, I haven't been doing this for a long time years. As a shareholder in general, I would say I don't care much about that. I can do it there to delve into something, but globally it is

It doesn't matter to me. People are working, that's all there is to it. OK. Actually, the SEO function is It's a little different when you know everything about you control literally everything every single day process. And you actually managed to do it It's actually a unique case to get out really from the company that the company continued its growth. Let's have a little chat We'll think about it with you here. Is there any? still a model in which an entrepreneur can from the very beginning to build such architecture inside, so that it performs exclusively functions entrepreneur and built a business, performing only these tasks of mine, strategic, resource, and some others. And management, accordingly, he has his own I implemented all of this with my own hands. I don't claim anything there in any way. the final truth in the instance. I always I speak only about my opinion and my own experience. Yes, literally just recently, About two weeks ago, I met with some entrepreneurs, and one says: "Vladimir, please tell us, Here's the recipe for getting out of business and here's so that business can be managed there." Yes. I say: "And how old is your business?" He says: "3 years." I say: "The recipe is very simple." So, First, you work for another 25 years, and then I'll tell you which ones need to be done next steps. Yes. Here. Ae. And I don't Understand, how can this be at that stage, when you are not, well, just the person who knows All. And you should get drunk total in this company so that I can then leave calmly. Because if you've been to heaven, visited the bottom and all this went well, after that you can sit quietly on the sidelines, because that you are at the level of intuition, skin and you will feel the temperature in which the state the company is in and you don't there will be a need for necessity every time rush to steer. Because if you rush at steering, that one will never grow up management that will be effective manage your company. I told there many times how I left the operating system, When I was horrified by what the management was doing the first six months, when millions of dollars just out of the blue the company was losing. So, he gnawed his fist and followed the advice of his mentor: "Don't "climb." When six months had passed, they stopped making mistakes, and through Another six months later I realized that they were taking decision as me. And when I asked the question when I decided to do this mentor, listen, Can you imagine how much money they'll burn? if I listen to you. He says, "I I'll ask you a simple question. And how much would it be? were you willing to pay for it "I wasn't in charge, but the company was manageable?" I say: "Any money." He says: "Well, you'll count these losses as payment Yes. for this thing." They actually converge and in fact those big ones money. That's why the question is actually not simple, but here to leave without having gained enough the most maximum experience in this companies, I'm into these stories, well, I just don't I believe. I don't mean that she's been there for 30 years. work, right? That is, the company must to go through at least a big takeoff and big fall. That's what I would say. If this happens within 5 years, I think you're ready for that think about leaving. I don't know there if there in your personal circle, uh, well, you'll probably think about it and find it, you look, and there the guys who studied with you in at school or at the institute, and you are approximately the same age, and you look when one, well, is just an adult, and the other, well, just a child. Although there is a level there intelligence, level of education, are approximately the same age. When you start to ask yourself: "Why?" Because, whoever is an adult, it is like that shocked. Yes. He lost someone close to him, that is he was hit. And in this case he grows up quickly, he forced to start thinking differently, in difference from someone else who is just like that fate blows like a breeze. Here is the company in the same way, she must pass the peak up and some deep peak down. After this you can definitely think about it, that you can start someone. A full cycle, so to speak. Full cycle. Yes. Look, what if you and I, for example, don’t the situation that a person in 3 years trying to exit the operating system, but in general in general, a business is being launched, and this business is initially built with an approach such that I am a shareholder, as if performing a strategic function, and then I'll start from the very beginning management and growing it. They are recruiting examination. That is, I define a vector, and They are gaining expertise. They are all this they do. It's not like I'm with them I pass by and then try to quickly jump out, but completely different model. Well, you see, this is just ours accidentally I am forced to undergo an examination with them was. This is not a question of expertise. industry professional. That's a question, well, I guess I would say So, for me this is very important. A, and Now I see the result of this, yes, it is m question with them. This absence between us, misunderstanding in any questions. Yes. And if you want management no, I don't talk about bad things there when management is ineffective or deliberately ineffective and so on, but just when management doesn't understand you and doesn't feels. Here they should become a part an extension of you. Well, like children, yes, I say it all the time, you see, that's why I'm here management at one time undressed, Yes? That is, there are different relationships between shareholder and management. Eat shareholders who, sitting in the office there They're thinking about something, and the managers are guessing what will happen to them next? Here I am in my time ideologically there I made a decision that I naked in front of them. I do whatever I think. I'm saying. I speak in front of them. And I say this in front of them all. I will never tell one says something about the other. I can tell one about another when the other sits right here. Yes. Yes. And I undressed in front of them. And when you stand naked in front of them over the course of many years, and you stop cause concern on their part. Well, for you A naked man comes out in front. If he physically naked, yes, you understand that he has nowhere to hide a knife, Yes, it becomes clear. Here it is to be psychologically, emotionally predictable for management. In response whether you like it or not, it's the law of psychology, the same reaction comes in response. They forced to undress. When they are forced to undress, I also understand, and they become for me are also predictable. And then naked, Yes, this understanding arises and the feeling that we are together for everything good and against everything bad. It's like this because very often, when talking about business management, a lot and in my understanding excessively, and they use time and words business technologies. And I would, to be honest, for businessmen I would recommend a little less marketing, a little less financial management, a little less a product of dedevelopment, and just add a little bit elementary pedagogy and psychology. This is not HR. HR management staff. These are tools using personnel for their own benefit. motivation, hiring, growth. Everything is just that in the end in order to drive out the staff as much as possible in a short time. A pedagogy - this is how to make staff motivated for the same actions, but not for carrots, and for the content. Yes. It's much more long lasting. history, and it will eventually allow you get out of business management, being calm. The exit may take place at any time. Question: will you be calm, When did you come out? You did me right quoted? I don't go on the site at all. healthy. I'm not interested. I'm just not interested because I I'm so sure that everything is done there so effective because I I've passed this stage. I don't think about it. I attend a lot of different councils. directors of other companies, where on these in the reports the shareholder is trying to catch, ask the question: "Why is that so? Why So? And why is that so? The question is: "And Why the hell did you leave? Well then, sit. Yes. performing the same functions, then officially you will be, yes, and you will be know everything. Here. And to build such a machine when you can say: "Listen, I'm not at all "1,000% sure everything is great there." Yes, they can make mistakes, they, Of course they do, yes, but I definitely I know they are doing everything they can and more than they can, and I don't need it this. Well, otherwise it's just some kind of departure This is what it turns out like. Well, he's a so-so kind of a go-away. A, I made up a story for myself that I am no longer in operating system. These are some kind of half measures. You know, I have in fact, it's very much about the staff and There is a question about your team there. clarifying. I heard a story about stocks, about what you suggested at the time Well, actually, the management of the stock, and they refused. And I involuntarily I sat there thinking and I think I understand the idea that this will be a mixture, right? It's one thing that you are just They told me I was a shareholder, right? I I'm a shareholder, but I'm a manager. This as if these functions are mixed, then one here limits himself, the other is limited here. Well, it's like you're sitting alone in two It turns out that everyone has two functions. Absolutely yes. But on the other hand I

thought, how would it be, how would it be like this the real root cause here. And then I started following some of yours with such remarks and quotes. To me It became very interesting. I noticed that you Overall, it's pretty tough. That is you don't seem to be like that, that's how we are there with colleagues, we are friends there, we are there Here we are together, and you have enough of everything so strict, harsh. At least that's it that's what follows from your speech. And I have it too I got the feeling that there is something like this you as a shareholder, yes, you as a founder, and there is, as it were, staff. That's exactly me, you know, like the staff, that's the word suitable. And it's a little different from like Western companies, for example now they are creating a culture within the company, Yes, that we are all gathered here together for the sake of some wonderful idea. Here let's hold hands and run forward. It seems like you have such a very such a pyramidal structure, rigid. To what extent is this really true or Did I not understand something completely correctly? This is indeed true. So, look. Yes, uh, There are two types of companies. Well, they can be classified according to different criteria. cut them into different categories, yes. But I always separate them as two companies, two types of companies. First company, which m strives and potentially in its strategy has potential for publicity and becoming public company. There are family companies. Yes. Family businesses tend to be belong to the category of small businesses. Well, there, relatively speaking, there before 50 million dollars, yes, there is no more. But There are other examples. For example, until now por is a family-owned company there IKEA, yes, and we can name many more which of the large companies with billions turnovers that are family companies. A if the company potentially becomes open market, aa in this case the management culture in this company, it must be ready for that they will be constantly in it new, new ones come. And in this in the case of a monarchical pyramidal the management structure, it is, in principle, Well, she she is doomed. That is you will chew it and not take it good enough because he for some reason it didn't enter pyramidal structure on based on some emotional factor, Yes, but not professional. And a family company, and here the answer is right in the name of the family, Yes? Here is the parent, and there are children, There are grandchildren. relationships are built between them the same. It's really a question of depth and methodology, right? So maybe we probably know such examples, when at home with my family I said: "Yes, Yes, this is also a family and a different family." Boys, what do you think? Yes, that's what we're thinking, yes, in principle, Probably yes. Well, here I am, and here I am I saw such a story in my life. This also a family. And this is a family, this is a question relationships. Here Ascona was lined up and on Today is acting like a family company. AND, Well, there is a corporate culture there. Here is the cultural code - it is family, yes. Ah, that's why I'm talking to top management, children, they are with their, uh, subordinates and those who do not grow up, try to be, uh, fathers to them, yeah, that is, for me they are grandchildren. That's it, Actually, this is the story. So here it is in fact, what I thought, on the one hand, it seems like openness and understandability, but at the same time there is parental hierarchy. This is not a business hierarchy, but this is parental hierarchy because respect that father, not the father who hit me on the head, but who at least explained why gave it to the head. And even better, one that would explain before how to do something that can be done get hit on the head. Yes. Here I built it intuitively. I do it differently. Well, Sasha, when I was studying, well, there weren’t any books, there was no business image, well, no It was okay, right? That is, it was necessary build somehow running a business when no one knew about what business is. I'm already there 20 years later I heard about it different company management structures and so on, and so on. Ah, well, before this time was somehow necessary work. That's why she lined up like that build good ones on an intuitive level family relationships within, honest family relationships. Nobody knows each other no one is lying, no one is deceiving anyone, no one They don't yell at each other or knock on each other. Here. Well, let's work together for this We should do something there together. That's why such an intuitive story that at the same time it developed into a part corporate culture. By the way, this is it These are intuitive concepts, let's call them that, Yes, family ones, I think they often are they give you answers to different questions very easily questions. I'll give you an example. I'm in my I remember the time when I found myself in the Arab In the Emirates, and the laws there are very strong different from us, what can be done, what is not allowed and so on. And it was very it's difficult to get your bearings in general, that is You really find yourself in another world. And I with his friend who is there a lot He had been living for years already, and I asked him: "Listen, I'm saying, you're, well, clearly not learned. As you understand, this is what is possible "What can I do, and what can't I do?" He says: "Look, it's actually very simple. Imagine that you came to dinner at guests to the sheikh. Here he says: "Everything that you could do it at his place, everything is possible, but everything you wouldn't do at his place, "Everything is not allowed." Yes, it's getting very And here it's the same with family. Here. Yeah, like you behaved in a good family. That's all can be done in company. no matter what so he led, as it were, Well, yes, that is, instead of reading a bunch of instructions, that is, regulations, which describe, yes, that is, are asked the relationship between here is in order to, yes, every family wants to be successful and develop, and all family members, and each has his own role, taking into account his age, experience. Let's do it like this in the family very often seen when the younger one is there the son became the successor of his father, because he tried harder, yes, that's it despite the fact that the eldest son is more experienced there and so on and so forth further. So, in fact, it is a model, family model, everyone understands. Here. Ascona that's why it will be for Ascon, suppose there is a very complex case there. If will she ever want to go out IPO, it will be a real paradigm shift. It's like the family got divorced and left. and the corporation came running to manage the family. She came running, yes, and the Prad Equity came running, yes, those who start to study there The story goes like this. This will be such serious turbulence for companies. Friends, thank you for watching my podcasts, and thanks to everyone who subscribed to the channel, to everyone who is new with us and to everyone who has been among us for a very long time subscribers and doesn't miss a single one release. I'm sure many people already know, but For some people, I'll say for the first time that I'm leading I want to create my own Telegram channel invite you to become its readers.

In addition to announcements of all podcasts, notes about life and business, I share interesting releases from my other YouTube channels, and also share moments from my personal life life, traveling around the world, I talk about launching my business projects and publishing vacancies for strong specialists in our team. Link to my Telegram channel It's in the description. Go ahead, subscribe and come back finish watching the podcast. Let's go. If we are talking about Ascona, what would you wanted to be with the company after your death? Listen, I would definitely like that this is how it is for kittens to get into good hands, huh? And it doesn't make any difference to me in this regard. And what kind of family ones are there, if that’s it?

will be allowed, or in public, if it is will be allowed, yes? But I would just be there The most offensive thing is that company A is there What is a company? The company is team. This company is even name, there is money, yes, it is a team. has such a global experience, global world-class expertise, Yes, I definitely don't want that there I wanted it to be torn apart, disappeared. Here. And in whose hands will they end up? kittens, well, to be honest, for It doesn't matter to me at all absolutely none. I'm definitely not there. I dream that she is definitely there activity there. No, well listen, let's do it this way. I egoist and fatalist. Of course, we do something in our own life for the sake of someone, for the sake of your loved ones, Yes. Well, let's do it this way. The man is still loves himself most of all. Here. Well, whatever spin. Well, if you don't love yourself, Who will ever love you anyway, right? Here so I would ride with the wind, and I felt great. And there, well, for me I would like to, well if not, well I don't have to differences. Class. Let's go a little further into the same topic. Uh, you've mentioned yours a few times already. teachers, and, actually, you are like that treat with respect. And I know that you, actually, you do it in your life the same role, function for others people. I'll ask about this again.

How did he appear in your life? some kind of experienced one an entrepreneur with much more the scale, the volume that is here with you further in life for some time, I am like this I understand, it took quite a long time? How did you even find it? How do you do it? did you catch it? What happened? Listen, this is actually a coincidence. In fact, yes, it was just an absolute coincidence. And I, frankly speaking, think that I think, what I think everyone has, I'm sure of it this is because everyone has such cases on their path arise. And I think it's just a question miss, don't miss. I think that The main mistake why many people say: "And how, and how?" Yes, I say: "How what?" Well, how do you find a mentor? I'm going listen, damn, you see, never For me, the word mentor is just a mentor, damn, this is not at all about that, yes. What is a mentor? This a guy who tells you something and teaches you. Damn, please tell me what he's like well, he definitely would wants to give you the advice that you need will they save, help, or will he just the correct versions are spoken in this situations? Yes. That is, a mentor is consulting. Consulting doesn't care about the results consult. mentor, if the direct interpretation of this word, how I perceive him, well, a person, who is boring you about something there, right? A another story, when you find a friend, and this friend is great, experienced, older and can do a lot. And here it is then advice and any hint comes through the prism friend. Notice, they are a little different relationship, right? Slightly different positions in principle. Here's a friend, he wishes you well, he wants you help in your specific situation. Absolutely right. He's even some kind of I-I-I I'll tell you honestly, I had such a story when I applied for a question about one difficult thing there at the moment, yes, and there he prompted me tool, which is better take advantage of. I use this tool I used it 5 years later when I was there became a little smarter, a little more mature. And we returned to this question. I speak: "Listen, why did you tell me then? like this?" Because there were also these are the same things. He says: "Volod, well, of course, yes, but in yours in this case, knowing you personally, yours emotionality, there, knowing how you will react to everything, I didn't count you even need to rajite this method consider. I know you and I pick you up the best for you. What is for you is not because I know this and that there, that's it. Two very different things. So, Do you know what's interesting? I then asked question. It just so happened that We met by chance. Here. And then somehow very, Well, Our relationship turned out to be just like that. It’s just clear that he’s a friend there, yes, but For me, it's mostly our father fathers formed. That is, he saw in me maybe that's what I would like to see in my son. And I This is what Sanlo has become. Here. And I may have seen something in him. there is something there that would complement mine father, yes, although he is very proud of his father. Ah-ah, and this is such a relationship lined up. And I remember what I asked you somehow I have a question about this We were just about to start on mm work in the Chinese market. And I came to him with advice: “Listen, there is just one company there, that's it The owner of this company is Chinese. family, here A lot depends on stability there long-term agreements which we will now conclude there. Mm, s It is not very easy to work with China, because What They all say a lot, they all the time they are deceiving. No, they are not cheating, they are they understand it differently. These are different cultural, as it were, traditions, yes. And he too he says to me: "Listen, well, you see, it's very important if you're right there in business or in life there are people who long-term and for you they will have great meaning. You should make friends with them. I speak: "What do you mean I should make friends?" He to quarrel, in my opinion, like this, well, like this either you made friends or you didn't. You can't force it make friends with yourself. Yes, he said this: "No, you're wrong, This is technology." I say, "Listen, go "You're going to the bathhouse." Well, that doesn't happen. This is for you, Americans probably don't have it there is truly Russian friendship there when we'll go there at night without underwear, then, to save each other, then drinking, right? Here. And without even thinking about it consequences. He says, "No, no, "You try it." I say: "Well, that's nonsense. He's full of [ __ ], but I'll try." It was This is just my first case, when I needed to make friends. And he told me the technology. The technology is quite simple. He says: "You sit down and start talking. At first you don't talk about anything. deep, but you just throw it wide palette." Well, that's it, well, that's about it It's all simple. about aliens, about politics, about women, about alcohol, about healthy lifestyle, about history, about culture, about what whatever you like. Here's just a palette. During You look at these discuses as a reflection. That there are things that, well, definitely cause even the conversational topic seems to evoke, Well, stress and allergies. And there are those things that a person opens up to. Well, further on it's very simple technologically you throw away all those things that cause irritation and concentrate on those things that arouse interest. A since you yourself are like as a rule, it's still enough, Well, everyone is, as a rule, quite a multifaceted personality and, in principle, he can maintain a conversation any, but you choose the topics that very comfortable for you, and you start try to throw it to him. And then it turns out that there is a whole a halo of themes, when after some very short time you start to feel like you want to continue communicating with the person. Yes. according to these polls, because you it became interesting because you then you dive into the depths, that is, first into width, then depth. And in this depth you get this one back, this one response, yes, and you start simply with interest in communicating with this person. Well, I can say that I have done this in my life. I've already done this more than a dozen times. It's called I need to make friends with him. That is, it turns out to be technology. Here I am Before, to be honest, before this I always I thought it was, well, no, it's like this It's like falling in love, yeah, that's pretty much it Well, yes, nothing like that. Just those friends who became our friends, It just happened by chance that the moment when, by and large, that's it happened. We talked about something, we got along, right? We didn't think about it that this is what happened by chance, and here Well listen, let's go so, why not this accident? manage? Yes. And that's all. And it works exactly the same way. Awesome. I understood about this make friends. It's such a feeling, that we should be there together and relax, and travel, and work, and so on further. And here we have chosen the block of that, what is interesting for us to be friends with, and in this how we would be friends. Yes, absolutely true. Awesome. But then we identify each other as friends, Yes? And then every time, giving some advice to some question, you give advice to a friend. But advice to a friend is very different from the mentor's advice. Based on this, I conclude that in all modern stories buy a mentor for money, you definitely don't believe it. This is not true at all. This is this is totally this is consulting, Yes. Well, this is consulting. Consultants have a clear, understandable KPI for yourself, the money you earned. No, well, a consultant in general, yes, they are usually, they just listen to everything what you know, that's what they look at later, what do you want to hear as a result, pack everything you know, that you want to hear, and they give you in the form of a beautiful presentation together with count down. That's all. Actually, this is it This is any consulting company. Here so a mentor for money is a story about the same thing. If it's possible, I don't know, I'll try. somehow from all your experience interactions with your teachers, If you use the word teacher, I will call you also a teacher, a friend, some kind of main one the conclusion is not from the point of view of some business management mechanic or something else something, but what is the main one? the life conclusion from all communication with him did you do it? Business for a businessman is, ah, well, probably the most important part in life, because it takes more all the time. And at this time it is part of your life. A life is finite. So, in the end, all those things he suggested, pushed, created situations, he hasn't formulated it yet words. I think he will tell me this very soon, because I understand that he did it specially. He its friendly and supportive role always in the end saw to so that I by the end of his life he did not regret it, what I did. The worst thing is, when you reach the age of 55 plus. Perhaps you will live a long time, but you can't change anything anymore. Not enough time lag and energy resource. This is the scariest thing, it's in some last part to regret about what you did before. And this applies to a wide spectrum. This applies, How did you run your business? This applies to how you communicated with people. How did you communicate with family and so on and so forth... and so on. Here we are We touched on the topic of personal strategy. motivation. And actually, yes, her you do, drawing yourself happy at 55, and I would also add next to it and not those who felt sorry, because now in the process when we let's go, there's your age, here even in some part is still my age, we are still we can change something, but then you can't change anything. I know it might be someone I made up a story, but I made up this story I heard that at some point time you came to him and said: "How "Can I thank you?" And he said: "Just do the same thing I did for you, for someone else." And, actually, I know Viktor Kuznetsov, for example, and I know that you are, in fact, the same you play a role to some extent for him. And, in fact, the company is all tools have been achieved at the moment outstanding results. I think there hundreds of billions in revenue and continues the company grow. And Victor, very quickly. and is developing rapidly as an entrepreneur. Why, besides the fact that someone here said do it for someone else, yeah, your teacher, why did you decide for yourself so we made a choice, what is also needed with interact with someone like that? You know, honestly, I wouldn't do that. did, ah, well, because it's there anyway for some time, yes, then the same thing the question is comfort, discomfort, because, Well, it's friendship, yes, that is the same The story is not a mentoring one. story. That is, if, roughly speaking, I as an elder and there they are looking for a friend in me, then here he is Friendship is a one-way street there is no such thing as friendship, right? That is, for me too then there must be a person to whom I would treat you like a friend, right? Well, well. understanding that, well, well This is also a service. What is the problem with friendship? Yes? And friendship, just like family, requires investments, and investment is time. That It's impossible to eat without seeing for 2 years, after 2 years call when needed and say: "Hello, this is your friend Volodya. And you don't think so, do you? That is you should from time to time, yes, not only when you need it, yes, because This is an element of maintaining friendship, then There is that is, to make friends, and then comes the stage maintenance, yes, and it takes time. I wouldn't do that. But that's exactly it that case which is real the story when I told him that no or

I will pay you in the end, realizing that there does he have financial needs there? or, well, let's just say be friends and never say a word about it again work, about business, and so on and so forth further. Here. And I'm ready to pay for it any money. Here he is the next morning he says to me: "Well, yes, I understood that The question was posed harshly the day before. That "It's for you, so it's very important." That is you I'm definitely ready to pay any price for me? I'm like, "Yeah, right." He says, "Well then, my price is you. I have to do the same for two more the most I've ever done for you." It was It's a shock for me. That is, I have been with him for so many years already more than 25 years, and I still haven't learned to think like that. Yes. It's so much so it's deep and honestly. You said you want pay any price. Okay, I am. I accept. Here is my price. You said any and here is my price. And let's move this story forward. That's why after this I, well, there were no other options. Well, and how it will be further, purely and friendly, The boy said, the boy did, Yes? Yes. You asked for a price, they told you a price, go ahead. do it. And that's all. After that I just have to watch it now that I need to make friends, right? Therefore, we need to find another object. applications that are simply very It's nice to communicate, be with, and respect. I Viktor, well, really, there is some merit there too. There probably isn't any there at all. Yes, That is to say, Victor is simply very talented. a person, a very good person and very good partner. And he is generally a team to us. I really like it, yes, at some point we were just useful in some way, well, that's it simply because our business is a little bit smaller there older, yes, we have some scars on us They scratched their asses more, yes, that's why we avoid some things in advance we say: "Listen, well, if you go like this now, you'll get into trouble, yeah, Why? Well, believe me, we went." Yes, yes. That is, there is a puddle around the corner, yeah, definitely, right? Here's a plus, as it were. constant hint in changing the model shareholder behavior, because when the company is getting bigger, getting bigger rapidly, yes, and that is the model behavior of shareholders and there top management of the company, they should too change very rapidly. The company does not can grow quickly and not change much inside. It's very difficult. Well, on Today, I tell you honestly, I often find myself communicating more and more often with I receive feedback from Victor, something that will be useful to me. Yes. So you know who is the most a happy father? And the one who was overtaken children. Now that's cool, yeah. That's why, when is Victor today is already for me, but, here, in the reverse side is very good a prompter, an adviser, he sometimes just asks such questions, mm, which I answer to myself later, when I our conversation ended. Yes. These questions are so, uh, timely. given and correctly formulated, and what do they allow me to accept more the right decision. And precisely because Victor asked me this question. This It's an incredible feeling. Give me an example of someone the question that posed you at the moment slightly stumped, and then you thought about this. Ah, well, Sasha, that's exactly it. question. Well, I'm definitely going to say it on air. I won't. That's the question, yes, regarding business, nothing more, yes, but this The question that we'd rather be on air We won't knit. Class. I asked you about that, What conclusion did you draw from your conversation with his friend the teacher. Respectively, the question now in this story is when you the roles have changed and now you are With such a teacher, what is the main conclusion? you made an interaction out of this, from this communication? And you know, and It's the same story as mine It's happening to Victor, I have the same thing the most transformation happened with my friend, yes, with an American now, when he's already over 80 years old and mm say that he is me now asks for advice, and in life questions, advice in some financial matters. That is, You see, over time this friendship it definitely ceases to be, that is, it happens So. First you get something, Then the stage when you exchange, and then the stage when you return. Yes. This is the third circle that I Now he has already entered with his friend. And in I am already entering this same stage with Victor, Listen. And, in my opinion, it’s just like that fabulous. I would wish for everyone that This story happened. To give, exchange, return, and, receive, exchange, return, Yes. Uh, This is a very stable model. This is a transmission experience, moreover business experience, it weighs in books. And the transfer of philosophical experience is attitude towards what you do from generation after generation by those people, which is something big in this life done. I think it's great. This is the infinite model that we get, if it doesn't break. Especially, yes, especially if it doesn't go on breaks off. So, basically, In principle, I have a conversation with Victor. This is how it happened initially, right? OK. Well, I told him this story, why is this happened, so I say: "You too "must." That's why Victor said there that he already has one friend has appeared, another one is due appear. Listen, well that's true. geometric progression is obtained, Yes? Yes, of course, he is such a model. spreads gradually. Yes, and on in fact, it is very much this moment, when you get energy from something you give much more. Well This is us, this is what we see in love, yes. When you give, you receive more than you give. You they just said that the whole business experience, it is essentially described there in books, and it is much more important that these philosophical models. And I don’t know how it happened that way, but what you create and what you are doing with Dobrograd now, for example, this is, well, in my mind It doesn't fit at all, but this is one of such pressing issues. We are with partners, we often discuss it with friends

in general, yes, how to think more globally, how to think ahead, how not to here to hang around in my puddle, but to think straight away about something big. That's when you started to engage in commercial activities activities, began to engage in business, as far as I understand, you Initially, we didn't think so. That is you didn't think that you would build some kind of a giant company, something else, somehow to bring some values ​​to people there, prolong their life, something else. But in at some point it appeared, and now this one continues to grow in different ways spheres, spread. I don't know how possible this is in general. to derive some formula, but still not less, how can I help myself here start thinking broader and more globally, so that to do more important and more global things? What is the basis this? Sasha, I like talking to you, to be honest, right? Here A In answer to your questions, I am packing Here are your thoughts on this matter, yes? Here is a short formula to get through it now. Look here. You said it right, yes, When I started, I had no desire to fast. build a big company, yes, you're right, but since my only education is an athlete, Yes. and an athlete is always, well, reflexively - this is a victory, a gold medal and the top podium, yes. That's why there was no desire build a company, but the first thing the team united, Damn, let's, damn, be the first in Russia. Here I am now, I now understand what this is It was probably clean, that is the only thing that was before this was sport, yes, and there's business here. Well, it must be. some kind of bridge, probably, right? And here it is this bridge is like: "Well, they ran there first, well, here too, then, let's go first." Yes. At the same time, we they said it when, and therefore, The company Consul is the market leader and, well, there held 95% of the CIS market, and we produced 50 mattresses a day, right? Well, that is to say, roughly speaking, there is, well, only an athlete, Yes, he can say: "Listen, let's "We ran and we have to catch up." Yeah, well, because if, Well, roughly speaking, you are there on paper tried with business tools draw a strategy on how to do this, yeah, well, damn, well, no, she's not it will be drawn, yes, it’s because of the excitement, yes. That's why it was probably like this here is the first transition from that, because, Yes, you're right, there was no desire to build a large company, there was just a desire become the first. Yes, that's during the implementation of this path, naturally, as I would have gathered some business people there experience. Well, that is, when it happened, Well, yes, that's the principle of experience. I've gained some business sense. And after that You start this experience there. it means to start somehow, uh, to try it capitalize, yes. A and Well Let's do it this way. You and I can always divide, and then business application, and then, well, by and large, on, eh, there are three parts, right? That is, three of them rude species. Aa the first kind, I always refer to business, it's called copypasta. It's when you do the same thing others do. Well, trying to do that better, more effective and fighting there in the bloody ocean of competition, as if trying to be better there. Second group these are the ones that are also copypastas do the same thing others do. Ah, but he tries. not so much efficiency, but rather meaningfully Yeah. beat your competitors, come up with something they haven't come up with yet does the same thing. Well, I can. there are many comparisons to be made, for example, there Now it's obvious how the two work there are big developers there, yes, there, ah, there plane and peak. Yes. Yes. It is very clear how they are not just copy each other, yes, they are forced to think of something and break out one moment forward, then another, so, it immediately takes over, catches up, yes, potogra concept. Absolutely right. That it's not about efficiency, because that the company is on the same level of efficiency, at the same level of controllability and so on and so forth further. They are already forced to resist concepts, Yes. This is the next story. This is what it seems to me is like now modern realities, when not only share of entrepreneurship, another share creativity came into this. Absolutely right. Well, that's part of it. entrepreneurship, yes, just entrepreneurship packed into something orderly - this is there is creativity that can be done, which It can be used, yes. Here. And the third one history is a phrase that we use there We heard it there about 10 years ago, probably, W He, yes, is the blue ocean, this is everyone’s dream, when you, eh, you think you see, that there is a frantic demand at that moment, when there is no demand. Well, the most striking example there is probably this the advent of the iPhone, yes, when the whole world I wanted to, but no one asked. Here This is Blue Ocean, yes, this is everyone's dream businessman, because it allows you get there right away, that is, create for myself, the market, yes, and this market take it away, yes, then they will cut you, to bite off, Samsungs appear, which they will cut your shares there and so on, and so on. Here. But still not less, roughly speaking, you are forever you come in and stand still, like there leadership in this process. This can be on a global scale, it could be, it could be on a city scale, it could be it may be on a national scale, yes, but nevertheless Blue Ocean, yes, let's say so, that's why, eh, we went through a transformation from athlete, and which one is pure because you have to be the first, yes, We ran there, but then we didn't stay. copy-pasta, but started doing it. We would have passed the stage very quickly from a mattress manufacturer who thinks about design and price, and which one began to think about the properties and consequences of these properties. And what are the consequences of a good consequence? bed is sleep, quality of sleep, The consequences of sleep quality on health. Yes, there are few of our competitors there, not only in Russia, but in the world, let's say, everyone just produces some product and somehow tries to manage effectively its cost price and marketing for that, to have some sales volumes. Here. But the quality is, well, yes, and properties, as a rule, are secondary there story. Here. And at the same moment as would, apparently, constantly be like a gnawing history. What if some BL oshin is not would have turned up? Yes. Here. And here is Dobrograd, well, in my understanding was exactly about this. We have there was a certain conflict healthy with management, huh? I say, "Listen, well, damn, well, well, well, Damn, I believe that if we build a fundamentally different city that will give fundamentally high quality characteristics of residents, then it will be very much in demand, huh? population". They tell me: "Well, damn, well show me, who walks and who asks this." I say: "Here, here comes that the very moment." But I believe this question is not I believe. That is to say, it seems to me that this There is demand, but this demand is not activated and is not expressed because the sentence is not received. It's a very subtle point, Yes. This is it, well, this is it Blue Ocean, huh? That is, relatively speaking, there There was no request for iPhone. And at the same time, everyone wanted him, without knowing what they want. Yes. That's what you call getting there, right? I don't compare myself in any way. there on these parallels, yes, it's generally there different categories. This is just an example, Yes. That's why behind Bragrad - that's exactly it such a story that was a desire make the city better, fairer, more honest, than existing ones. There is to the extent possible in the hope that this is, uh, an option in demand. It seems to me that this is exactly it this is what you were talking about, this one the nuance is exactly what determines the difference of a certain businessman, there slsh-investor from businessman-entrepreneur, because Here is a businessman there, an investor, he never won't go into such a story. He's the opposite. will say: "You only need to go where "high competition". He'll throw out a bunch of grounds and he'll be absolutely right. Well, because, well, well because no, ah, well, that is, you can never write business plan. Here. Yes, that's exactly it, Well, never, because in the business plan There is such a concept as revenue. Yes. And how can you put the revenue at least something, if you can't uh it at all, and who, yes, in general, let's say, is there in general, who, who wants this, yes, and on at the level of the survey and so on, you yourself you understand, right? That is, it is possible ask anyone, they will help you say: "Yes, yes, yes, yes." And then, when you say: "Now there's money for this "Pay and move." Yeah, and screw it. knows, yes, who knows what, who will go, yes. Here that's why this is that story when this is this is this is this intersection and this combination between entrepreneur and management when a an entrepreneur must carry on, realizing there are still risks, so as not to drag it down completely under a snag, but business must, businessmen, managers should slow down, but smoothly so much so as not to anchor. Yes. on such a stretch that allows these are the kinds of projects that will be created. You know, I think that, like me, and so do many entrepreneurs who Here they are actively running their way and dreaming create something big and think about it constantly, the question arises, here I am from I understood from your words what it is there was still progressive development, yes, rather than you immediately, as it were took aim. And so, going my way, like do you think at what point this can happen?

become such a trigger when you have to draw attention to her and say: "So Well, it seems like this won't lead me to scale, will not lead to large projects." Is there anything like that on a person's entrepreneurial path, who really wants it, not those who are there they specially dig into the little one better, and those who are really trying to do some steps on the way to something super big and something new, some kind of discovery of a new blueberry, that can become this trigger when you should say: "Well, it seems it's time to completely change the approach to this, what do i do if i want to reality to come to something big?" It's hard for me there. to summarize some of yours question, yes, there is my personal first one reflection, answer to your question, tired of what you're doing. Yes. Here. Well, this is my path. Well, damn, no way. or I needed something else here study. Yes, I'm tired and I feel boring. But you won't drink away the experience? And the experience, which is sort of in business accumulated, you can't bury. And this is, well, you just understand, when in fact you are already just, Damn, the fifth wheel is that you created it, and you are just really there you're in the way, and you understand that you are treated politely there, Well, to be honest, they send from there, and because you're not here, frankly speaking needed, yes. Here. But and then I would like to have my own experience attach somewhere. Yes, it appears here this is the time, yes, when you start there's something to think about. I'm in I will tell you in confirmation of these words I'll tell you one story. We have rows there the governors came there for a project We watched Dobrograd and there too. interested in watching for the possibility of application, repetition for some regional tasks there on its territory. a number of entrepreneurs, businessmen, who came as private individuals investors who would also like to in its place it is. I'm communicating with... with those and with those in quite a large number the number of cases there. I had a conversation with someone not very long ago. one governor who came, looked and said: "Listen, this is cool In general, I really like it, I really I would like to make myself there, but I have There is one problem. You won't be at I don't want to do this." I say, "I won't, I'm not interested in this." I don't want to. He says: "Well then I don't have it "It will work out." I say: "Stop it, you have their own Sedovs." He says: "No, I don’t have any gray hairs.” I say: “Let’s do it this way, I'll tell you the criteria now, and you go and check it out." I say: "So, I started my first business in the eighties, nineties. Yes. Age 50 55 plus. "I earned money on the road." Categorically does not want to leave countries, loves his homeland very much. and loves his region very much and does not want leave the region. He did it like that There are three of me. I say: "Well, so "Talk." A week later he calls and says: "[ __ ]." All three said, "Yes." That is, here it is Now we'll have to hold a tender. Well, or something like that Yes, well, I'm speaking conditionally. or vеnence to do. Here. That is here she is, you see, that is, apparently, this is what it is after all that is, experience has been accumulated that is little effective, but no longer in such demand operational, relatively well-established business, and I have a lot of experience. Oh yeah, and here it is through the prism of this experience and the presence free time to look at something I definitely wouldn't. Well, let's do it this way, I remember myself in the operating system. Which why the hell need other projects? Listen, I have there wasn't enough time to digest the character. What else would I talk about? could think? I, well, can't even imagine I can't. I remember that time. Well, no. That it's still there after exiting operating systems. Here. But after exiting the personal account there already, that is, if you were able to get out from behind personals successfully, then you have this the part took place. you built a good one business, you managed to get out of it, and this That means you're definitely 100% experienced. a man, an experienced businessman. Then here you go This experience can be converted into something, uh, fundamentally different. Yes. It's interesting that you have the first criterion For the governor they said the age is 50-55 p. m. That is, it should already happen one way or another. there is a lot of accumulated experience, Yes? There are a lot of scars, yes. Here. Well, and there, you see, it’s not only like, yes, not only experience, but also values. Yes. Yes. The values ​​of an eighteen year old are very differ from the value of thirty-year-olds and they differ greatly from the value fifty-five year olds. That's why, actually, well, probably, Well, yes, that's right, it's unlikely that anyone will. agree. No, not really, of course, It's not quite that simple. This is what happened with Dobrogradny, because, roughly speaking, it's about people, Yes, and as if the values ​​of a 55-year-old businessman I really want to do a business that I would have left it there, well, I really would have left it there It's not there to leave a trace. Nobody it doesn't. I just want it do something to make someone else feel better better. It's a real need, yes. Here. And if you're looking for Oceans Blue, for example, there in IT, yes, in the system, well listen, well, at 55 years old, even in it wouldn't even have occurred to me think about it, for example, in digital form look for some niche because, well, for me it's like that, it's that blue thing there some kind of ocean, what the hell, for what purpose? To earn more money, and valuables changed. Yes. And money depreciates. But money never, well, for me, at least, it has never been a value. And now they have become completely devalued. Now it is I just don't have enough money. I'm nervous only in one case when I don't have them enough for my projects. Here. This is it I just want more of this do this, do this do. Management says, "Damn, I'm fed up with you. We don't have that. a purse that you can take here, and now the key rate has gone up, damn, and you say to take out a loan. We are now "We'll bury ourselves." This infuriates me, because I want something else to do and see this while still in my life. But now it’s difficult for me. That's probably why such blue oceans, perhaps, can be then it turns out that it's only more likely to be searched for in total, carefully typing even more expertise in the field in which you are located. Yes. Because I am sure that in every industries, ah, is it possible to find something that can become radically revolutionary. But for To do this you simply have to be an expert. Expert. Here. Well, plus, maybe there's something there entrepreneurial yet entrepreneurial component. TO I wanted to ask about values about what money is for you, but Now I can already conclude from your answer, What is this now first and foremost? a tool just right for implementing your ideas, projects. Sasha, I always have a term, which I have been saying many, many times

I formulated one thing for myself there a couple of decades ago. For me it's money - this is a side effect of the work done. Yes. Well, I just need to do my job somehow. evaluate, yes. Did you do well there? Badly. I will never forget my question there was a friend, yes, who asked: "Do you "The company is good, Ascona." I say: "It's absolutely awesome, everything." Why so? decided? I say: "Well, here she is, right here. look at the money there, profit, that's all." He says: "Listen, well Damn, everything is known by comparison. Well Let's go, let's go to a party in Turkey, I'll show you." I arrived. Well What, come on, labor producer Voskone, let's get to the producers now labor of this one uh, not in the first line of the league. Not the first time league. Turkish company. I'm so oops, Yes? That is to say, this is a good concept, It's not good, that's the question there very, very controversial, so it needs to be improved It is possible, in fact, to infinity. That's why and in the matter of improving one's own companies and understanding that yours the level of your industry expertise and managerial, it is endless, but it is it might allow you to find more here something. Although, actually, listen, let's do it this way, I say again, really good money, if money is the goal, I never judge who the money is for are the target. That is money for me - it's just a measure. I have to say, "I did a good job or did a bad job? Got the money, It means he did a good job. Not "It got it, so it did badly." Well, otherwise you can tell it like this, fantasize that I have an awesome company, right? This is if you are rich, where your own money, right? And if you are smart, yes, where is your money? Here. Aa and here uh if you want, as if it were a real goal is to earn money and there at any cost, well then here is the tool one. No need to say deep. Build a normal one komudity company make it so that people want to buy it, because only when you sell a business you actually get money. All The rest of the story is no. Again the same words my teacher, who at one time taught me said my friend. And if your company don't want to buy every Thursday, think about whether you need this yourself company. Yes, think about whether you need this yourself company. When I heard this phrase from you, I wrote it down for myself and even published it everywhere, because I really liked her, and She's right on target, I think. reflects reality. I will never forget. By the way, right now I would advise the guys to find, I don’t know, then Tom gave me a gift the diagram is huge. She was hanging on the wall all top and middle management in offices. This is Deloitte. Deloitte was

a cost management structure has been created companies. Oh, there's a whole bunch of cubes, yeah, what affects the value of the company. Directly tabular version. very clear. AND then we hung it in every office, moving from office to office, everything is in First of all, they dragged this board. And you know, it made things so much easier. and formed the value of management business through the company's value when So I make this decision. Once So, does this affect the value of the company? at all? This does not have any effect. Yeah. All, I make a decision. There once there right now We have a question. Dispute. Come on, come on, come on. We argue. What are we arguing about? Well, does this have any effect at all? No. No, well Then let this one dissolve the question in itself. And this is the approach to manage stories like these, basically, made the company a product, which they wanted, want and, I am sure, will want to buy many not just everyone Thursday, and from Monday to Monday. I think I can talk to you. infinitely, but nevertheless within the framework time constraints final big question and then a short blitz. I know, that you had some kind of a problem a few years ago such a pause when you walked away from there and they tried there, I don’t know what they thought, maybe do nothing at all, maybe something else, and after that finally returned to active work again active phase. And the question is: what in

during this pause you realized and understood, after which you returned again to activity, and even with much more It seems to me that there is great interest, scale? And you have Africa there, and this, and that That's it, and you're running forward again? Sash, well that's how it is, this is this, this was was such It's really a misconception, isn't it? What do you mean? I'm tired, I'm leaving, right? This is from this opera, right? That is, I learned there, play more golf. I think I am now That's all there is to it. That is money There is, there is no need for many of them anymore. Here Now cognac is cheaper, food is simpler. Cognac replaced it with moonshine, so, in principle, no money is needed at all. Here. Uh, that's why Well, that's how it is and now I'm going to do it golf and, frankly speaking, relaxing, yes. I don't know how it is in others. professions. Here you go, businessmen, entrepreneurs, it seems, this is how it is, Well, it looks like it's forever. As politicians, ah, they try to die in their office chair, how artists try to die on stage, businessmen are the same, entrepreneurs. This is, in my opinion, forever. Eh, in about -9 months I'll be there for real just there outside of this country. I play golf every day. Everything is fine. I there in the morning shaving, I look at myself in mirror. You know, maybe I should it seemed so, but I actually saw the features outwardly, that I'm getting dumber. That's really how it is. This is something special debility in the facial contour something like this. Well, that's how it is if there you remember this Nosovsky, yes, no I know on the Moon, yes, there is an island there fools, yes, when you have everything, you are fed and watered, They're on the beach, riding on the swings, and so on. This is and gradually, this is really me physically saw this dulling. That is I didn't really feel it outwardly. I continued to think about something, but physically the imprint has already been left. I'm real got scared. What the hell is this? Here I'm running back to the country. Well, how entrepreneurial all this is Here. And it continued to carry on and on, carried away. And I can say, I even further attempts to do this more I won't stop. I just understand that it's, well, pointless, yeah, the road to nowhere. It is life-threatening, for health and life those around me, to be honest, yes, because the ex-entrepreneur who went crazy, me it seems like it will simply finish everyone off, whoever is around. Better stick around there. my own, what I was doing, yes. That's why I just had a real comeback I'm like this, and I won't even try again. go out. Supplemented, so to speak, their personal a little strategy, yes, after that. Yes, they are having fun. Actually, by the way, You know, here's a little comment when it was one element, when there, well, I was selling there is a part of Ascona, yes, and I received it there some fairly large cache. And so do I was shaking so much, I didn't understand at all what should I do? Why the hell do I need it? I need money not needed, why? But they are big Money is a problem. Now the main one pain. No matter how much money there is, screw it. It's not that, it's that bad when money There is. It's worse than not having them. Here I am so one-two, I say: "Damn, Tom, Tell me, how is this done?" He says: "Well, listen, this is just simple practice." So, look, the formula is simple. You take it, you have dreams, well, which you would like to buy something for yourself. Well, I don’t know, I wanted to go there as a child. bike. Now you are a grown man, but you really want something buy. Where am I going? Here's what I did great work, sold part of it well company shares, received money. Well be happy, buy yourself a candy, buy yourself what I wanted. Me: "Wow, everything is great. Helicopter, airplane, class." Bought, made me happy. For what? I don't know, but somehow made you happy, huh? That is to say, it's nice. Let's do everything, right? How are we going shopping? Yes. Not because we walk around naked, yes, but because I want to please myself. Yes. Here. A further 20 percent of this money Take it for your business toys. I say: "No, I won't do it anymore do business. I'm retiring play golf and that's it. And no more." He says: "Listen to me, leave 20%, put it aside for your business toys." He knew I would come back. And the rest is no longer yours, therefore find the tools. This is your money future generations, because you there's so much, just scroll through it and for a walk or just for business continue. Here's 20% for you, probably Enough business toys, go play. Maybe something will come of this. I listened to him, although I didn’t understand why. I need these business toys. I definitely do I wasn't going to play business anymore. This I did it this way. This is what I did. It's me did so. Left, then came back. Where Is this my wallet? I'm unpacking the piggy bank. Yes. Piggy bank 20%. The time has come, Yes? The time has come. So, well, actually in fact, this is exactly what I say: "Listen, this is, you know, this is a question, as it were so he knew, That is, I didn’t know, he knew.” Yes. Here Great story. Final blitz. Book, which changed life. I don't read books. I only read fiction books. I have never read it there is not a single absolute book, therefore a book that would change my life, well

No. I don't think that any book cannot change a person's life. I think there are much more mm more expensive sources of information the carrier is the parents, friends and colleagues. Next question. In your opinion, what is the most an important skill for an entrepreneur in next decade? Human Resources Management? in that aspect, which would have been announced today interview, since the risk of lack of people as employees, lack of people as buyers, All businessmen agreed now that This is the number one risk, so the main one skill is to be able to this question to understand, to evaluate, lay out, manage, change. Recorded the final advice to ourselves eighteen years old. Right, right. So go ahead, nothing don't change. Everything, everything is fine. You are carried away where it needs to go. Class. Thank you very much. Thank you, Sasha. I don't know how much I managed to create something new for you and somehow create interest. I am very happy about this. Very long time I was waiting for you and not for a second at all I didn't regret it. I'm sure this conversation is for very many active people, not only entrepreneurs, well, let's say, will become starting point for very positive and positive changes. Because, to me it seems that what you know is what you felt and what you broadcast - these are fundamental things, which you can't get at university, nor anywhere else. This is the only thing that can be done to feel it through great experience. AND Thank you very much for coming, that shared. This is infinitely valuable. Thank you, Sasha. My dears, who watched us to the end, If you found it useful, if you liked it, Be sure to like and subscribe channel. But most importantly, share in comments with your conclusions, ideas, insights you've gleaned. This always the mostmostmost important. So exchange, read. Well, if not If you liked it, click dislike. All I remembered. That's it, thank you all. Bye.