Create Your New Identity | Anthony Trucks

Episode Topics:

• Hear Anthony’s incredible journey from foster care to the NFL to successful entrepreneur
• Learn the 3-part Identity Shift framework that can transform your life and business
• Discover why willpower fails and how identity-based change actually sticks
• Get actionable steps to identify your “shift moments” and leverage them for growth
• Understand how to stop being the victim of your past and become the creator of your future

 

Rick Jordan  

Rick what’s shakin? Hey, I’m Rick Jordan. Today, we’re going all in. All right, today, you are in for a treat, because I don’t do this often. This is actually what we call a cross post in the podcasting world, I guessed it on someone else’s show. This dude is a badass. He’s Anthony trucks, has an amazing show. We had just a such a great conversation that I needed to share this with you. So you’ll hear a lot from me, obviously, because I’m actually being interviewed, and let’s just get to it all right. Here we go.

 

Anthony Trucks  

Hey, hey, welcome into the show. I’m excited to dive into this because we had a little brief intro conversation. I like the way that this man thinks so. Without further a do, welcome to the show. Rick Jordan, how you doing, man?

 

Rick Jordan  

What’s shaking my man, thanks for having me on.

 

Anthony Trucks  

Thank you for coming on and grace us with your presence. I look forward to people that have interesting I look forward to talking to people who’ve accomplished things that many people sometimes probably scoff at, like, Oh, he’s not real. Like, because what happens is you can either criticize or you can, you can rise right? And if you just criticize, you never get the chance at that higher level. And so people like you, I like to dig into so people can hear not just the success and how to get it, but also the heart of the human. Because it’s not a heartless thing. It’s just a transparency thing. We all want this, this thing in life. And some people are honest enough to go tell you what it is. So I start the podcast with a simple question, and then I will stop talking as much as I am. I’ll let you talk way more. But here’s the question, I’m walking around town, I happen to sit down at this coffee shop. You’re sitting next to me. I don’t know you. For some reason you feel compelled to turn and start talking to me. In your opinion, why should I listen to you?

 

Rick Jordan  

Just because I love people, man, and I’m not anybody if I’m not talking to other people, I think that our purpose on this planet is to interact with others. I mean, people will get into the introvert and extrovert thing regardless whether you’re an introvert or not, right? I’m obviously an extrovert, right? I don’t know if you’ve taken like, 16 personalities or anything. Was like, You’re a 99% extrovert. It’s like, tell me something. I don’t know, but but still, introverts, it doesn’t matter where you’re at or what you’re doing on this planet. You are here to interact and to have relationships with other people, period. Yeah, right, but that’s how resources go around. You’re not here just to stay to yourself in a in a resource perspective. You are here to give what you have to everybody else around you, that gets reciprocated back.

 

Anthony Trucks  

I like it. Man, that’s a good way to think of it. I always love that one statement. It says, the rent we should pay to live in this planet is the service to others. Yeah, it is. It’s even biologically. We’re connected in a way, or designed in a way to do this. I can have a thought in my head that makes air come out of my lungs, that vibrates vocal cords, that comes out of my mouth into your ears and creates a thought like, that’s not my random design, right? That’s a unique damn trade, man. So let’s do this. I love what you’ve done. And as opposed to me sitting here going like, he’s done this and this and this and this, I’d love for you to share. And we’ll call this the the non bashful like, just, just, Hey, let it all hang out. Yeah, what are the things that you’ve accomplished that you were the most proud of?

 

Rick Jordan  

It’s funny, when you said, I love what you’ve done, my immediately, immediate question was, well, what thing are you talking about? Because I’m like, there’s so many things. Yeah, I say that just as a matter of fact, not an arrogance, you know. Because if you want to call me that, that cliche, the serial entrepreneur, you know, but it’s, I don’t, I don’t like that phrase so much because it, you know, like screams out, add or non focus, right? I like to think of it more as, like, I go where I’m needed in the moment. Gotcha. And so, I mean, even down to, like, making a movie about the lockdown three years ago, right? When, when COVID hit, it was like, All right, this came across my plate. Like, sure, I’ll jump on it. Right? The business is doing great. You know, everybody’s like, sitting in their house right now. There’s not much that’s going to happen for the next three months. I can devote six weeks to go filming a documentary on what’s going on. It was pretty cool, because that opened up some other doors, even just in itself. So, I mean, that’s one thing, right? As an example, it’s like, you just go where you’re needed. And I think that’s that’s a huge factor for people to help find their purpose, you know. And as I’m thinking about this too, I get the question a lot. It’s like, you know, because I have a lot of younger people that work for me right in my company, and they’re in their 20s, and they’re like, Well, how do you how did you figure out what you were supposed to do, like, I just did things, yeah? And it’s literally that it just crossed my my path. I’m like, Okay, I’ll try this now. Yeah.

 

Anthony Trucks  

You know what’s funny is, I’ve always told people I think life has a really unique plan for us, and we mess it up. Yeah, we don’t try things. We shut down. And I like what you’re talking to because actually people ask me a question too. I speak in coach go, how do you find your purpose? How do you find your thing? And I go, man, 10 years ago, I was a football player. I thought wasn football player my entire I was gonna retire doing that, and then I got done like I was gonna do a gym thing. Because I have my degree in kinesiology, novel idea for an athlete to do fitness and consulting and speaking, and so it’s a whole flow. But I go, here’s what. Found it always starts with a curiosity. The curiosity leads into some time spent in something without worrying about the time I get oddly passionate about it, and as I’m doing this thing with passion, I stumble into a pot hole of purpose Somewhat, yeah, but you got to dabble and try and dance, and you realize, like, my purpose isn’t this, but it’s to continue to keep seeking the next purpose of the day or the year, or whatever it is, from the things you develop the skill sets.

 

Rick Jordan  

Right on, that’s similar to like Mike Rowe from dirty jobs, right? Everybody knows him jobs, you know? And it’s like, why did you do this? And it’s like, people are like, I gotta find the thing that I love, or whatever. And it’s like, well, sure, but if you look at the way that he looks at things, he goes, I found something that I was good at, then I learned to love it, then I got rich.

 

Anthony Trucks  

Yeah, if you love it, you’ll do it, right? I think there’s something to the idea nowadays of people, one, everything should be easy and smooth. I should always feel good. Like, Nah, they shouldn’t like, I don’t think that’s the because there’s no accomplishment. There’s a lot of days. Yeah, I was telling my son yesterday, I know we gotta figure a way to get you to do something that that you don’t want to do. Even if you don’t want to do it like you may not want to do it, you still got to do it as if you love it. But I would fake it till it makes you gotta, because that’s how you get great things. Those who don’t do that, they don’t get the stuff you want. 

 

Rick Jordan  

Yeah, I try to stay fit, obviously, right? And this is a metaphor that everybody can can go towards. There was a day last week, you know? And it’s typically like three days on, one day off. Is what I’ll do. Yeah, you know different muscle groups. It’s all free weights. There was a night to where I just could not sleep, man. And you know how this is right from from your training, you if you get three hours of sleep, your muscles are gonna feel like shit in the morning. They just are right when you wake up. So, but that’s the day like I woke up I go to eat my breakfast, because that’s part of my routine, as I immediately eat then I work out light meal right before I work out. And I’m thinking, it’s like, I’m starting to wrestle with myself. It’s like, maybe I shouldn’t because, you know, I didn’t get much sleep. My muscles are already sore from this and everything. I’m like, No, today is the day to work out and to and to train even harder because of the night that I just had and so in those moments. I mean, dude, it sucked. And that was a hard workout. That was a really denial workout, just having three hours of sleep, but then that’s what. But my mind was on, like, Man, this day is going to be horrible because I only had three hours of sleep. I mean, the negative self talk, dude. I mean, people like you and I who have accomplished a lot, right? Because I’ve got a company that’s going public, I’ve made movies, got a podcast. It’s all over the world. A great personal brand. I have 75 people as of last week, the recent acquisition that worked for me in the company. So it’s like, there’s a lot of stuff that looks great, but still that those days happen. And this is what we’re talking about, those days happen to where I still give myself a healthy dose of negative self talk.

 

Anthony Trucks  

Yeah, it happens too. And the thing is, the longer you sit in it, the longer it lasts, like those days I think I had to battle after sports, the fitness stuff, too. There’s something intimate about that whole the training thing. It’s the one thing that’s like, it’s just connected. I can see on somebody, whether or not you take care of your body, and you’re right, man, the days you got to do, the days you don’t want to. But there is something that happens when you get that thing done and you step out of it, you feel like a superhero, yeah? Like, I’m a badass. Now, I didn’t.

 

Rick Jordan  

You need to go back on track, yeah? And I was supposed, I mean, I was at a in a city for a company that I just acquired, right? And that was the day of, like, meet the CEO day. So it was just three hours the night before of sleep, that’s it. And I’m like, oh, man, today’s gonna suck. I gotta, I have to speak, which I’m good at. I know that. But I’m like, Oh, I’m not gonna be that great today, right? Then the negatives I only got throw. But then I pushed myself to get in the gym at the hotel, and coming out of them, like, all right, I’m cool. Let’s do this.

 

Anthony Trucks  

Do you think, dude this happened to me just last week, man, I went to Indy for a speech, and I landed I don’t know why, but I, you know, sometimes, like, you roll around, you’re like, gosh, I’ve been rolling around for a little bit. It’s got to be an hour. And I look at the clock, it’s 345 in the morning. I’m like, this has been like, five hours of rolling around and then, like, I’m like, I gotta go to sleep, and I get back up, and it’s like, it’s maybe an hour. It’s like, 715 I gotta get up and I go, I gotta leave the hotel at 930 I can sleep longer, or I have, I always get up and go to the gym before, before any speech, and so I can get up and go to the gym. I’m telling myself, I got you the same thing, like, it’s gonna suck, and then you just go hard, and you show up on the stage, you feel good, and then all of a sudden, actually had more energy than I did previously. But the majority of people, you’re right, will slide out of that. They’ll eat the excuse up, and they’ll, they’ll make a good reason to not do it, and they’ll feel good about themselves. They can, you know, go. But the truth is, they don’t get to be a great level. Did you know? Question Did you always have that? Was that something was always built in you? Or did you build that?

 

Rick Jordan  

I had to build that over time, man, and it’s a as a work ethic, I’ve always had great work ethic, you know, but taking care of my body, that was a shift in my life. You know? It was years ago because I grew up not understanding nutrition. I grew up not understanding fitness, and I was just a typical middle class kid. The parents did not make that much money. We never really lacked as far as, like, the basic needs in life, shelter, food and all of that, the difficulties were more like our food was like mac and cheese, right? Like spaghetti meatballs, you know, or a lot of it was like frozen stuff, like these frozen, I’ll never forget, through these frozen Salisbury steaks. 

 

Rick Jordan  

I can’t remember through the color, yeah. And now I look back, it’s like.

 

Rick Jordan  

Oh my God, I was putting that stuff into my body. And I think it’s like, how did I even survive that? But I remember also, this is a, this is something I usually never talk about. But, you know, I would have like this, because there would be five of us right in the family, and it would be a package of six Salisbury steaks. And you’re talking these things were, like, maybe a sixth of a pound, not a lot of beef, yeah, plus it was poor quality stuff, right for five people that were there. Yeah, exactly for five people. But then I would chug like, 316 ounce glasses of milk before, like protein shakes were even around, but that’s how I would fill myself, you know. So it’d be like, a gallon a day of milk, is what we went through in the household, and it was mostly because of me, dude, because I would just chug it. That’s got my protein, right? Everything from was that, like looking back and reflecting now, that’s kind of the thing, you know, but, but it’s like to piggyback on what we were just saying. It’s like, I think what people need to get get out of the conversation. The conversation right now that you and I are talking about, about these days, because we can, we can sit here and be like, Yeah, we made it through. We pushed through. Come on, you know, great, yeah, you know, you got to do that. You know, be like us. And it’s like, the point that I think you and I are both trying to make is that the days are still going to happen, and it’s okay to have the bad days. Yeah, yeah, but your responsibility to yourself to actually show yourself respect is to not let that bad day turn into a bad week, or a bad week turn into a bad month. And that’s where, like even with the negative self talk that you and I have, that we still fall victim to at some point in time, we don’t allow ourselves to become the abuser as well, because when you allow yourself to be a victim to yourself, you’re both the abuser and the victim in that scenario. So you can take away the victimhood by removing that other side of the equation and saying, I’m going to get back on this train, whatever that looks like for whoever’s listening right, whether it’s getting into the gym, whether it’s, you know, picking up the book in the morning, whether it’s eating the breakfast, whether it’s getting in your car and going to the office, whatever it is, get back onto your normal rhythm, so that that bad day doesn’t turn into a bad week, month, year.

 

Anthony Trucks  

Yeah, dude, that’s gold, right there. And that I literally live this every day. I explain to people all the time, because a lot of the work I do is I’m guiding, you know, executives and clients and a lot of is that, like, they all fell off, and then, yeah, all of a sudden they had a bad part of the meal. Then it’s the bad rest of the week at the meal, and a bad month. It’s like, dude, just get back on now, I noticed this with people when they just, when I haven’t worked in America, have a conversation, usually, that the discipline is disciplined to an emotion. I mean, they do it when they feel like and I’m curious how much you discipline to a plan, a structure, like, Do you have a counter that’s dialed in, or you kind of have, like, a good flow of how you feel? I’m just curious how this is for you?

 

Rick Jordan  

Yeah, man, that’s a good question. I started something about two years ago called time blocking, and after I had started it, I saw a Harvard article like from Harvard Business Review, or something that that’s, out of 100 ways, that’s the number one way to stay disciplined during the day. And this is there’s different people that like different things, like certain people will like calendar, schedule to the minute, right? And as I’m the CEO of a larger company now. I mean, we went from like 1 million, we finally broke a million in revenue, like four years ago, and now we’re approaching 20 in just four years. So it’s like getting a 1 million took 10 years, dude, yeah, and then, like, the acceleration happened after that. You know, once I learned I had to get over some of my own stuff in order to break through those barriers and those revenue plateaus. And some executives, I know, or just some people in general, like even moms, right? They’ll like to have the day planned out to the minute. And that works for some people. For me, I need a little more fluidity, which is why time blocking works so well for me. You know, I’ll do Mondays are my days to prepare for the week. So if it’s in the business, it’s doing one on ones with my people. I do a CEO talk every morning on the Mondays that goes out to the entire company. It’s broadcast live. That’s how I maintain culture, at least one way that I try to do it. But then I do Tuesday, Wednesday, Thursdays in the mornings are reserved for internal and then Tuesday, Wednesday, Thursday, like us, literally right now, right Wednesday afternoon is reserved for external so that could be podcasts, that can be, you know, external vendor meetings, maybe an acquisition, whatever it is, informing new connections, events, whatever. Man and then Fridays are just, just a day that’s open for whatever I might need to kind of fill the weekend. Yeah

 

Anthony Trucks  

I like that. My Tuesday wife and I do workouts Monday and Wednesday mornings, Monday and Friday mornings. She does track. I do I’m doing Masters track with her. Yeah and yeah, kind of the same flow. Tuesday is usually a day of just creation, whatever I got to create, develop, like, content is just kind of my thing. I’m my own pace. I’m gonna take away the other days, like, these are podcast days, like, your Wednesday, Thursday, Friday is kind of the same first half and the second half the day. I try to get, like, a good, like, tightening up of the week on a Friday so I could pick my kids up and be dad. Yep. So I was asking that, because most people, I find, like, when they fall off track, they can’t get back on because there was no rhythm. You said the word rhythm, and I love that. There’s no rhythm they’re already setting. Yeah, they’re just kind of like, I’m gonna feel good. I’m gonna get things done. I’m right. And then all of a sudden the emotion disappears, and then the actions disappear, and all of a sudden the life goes downhill. When you noticed yourself doing this time blocking, what was the uptick? And obviously you said, four years ago, you get, was it a couple years of kind of getting a good tick, or was it always taking, like, what happened that you can go like, dude, this wouldn’t happen if I wasn’t time blocking.

 

Rick Jordan  

Any of this, literally anything where I’m at right now. I’m talking going public. I’m talking the show, the podcast, getting the word is, you know, I’m grateful. It’s like, it’s four and a half years now into the show, like 400 episodes, man, it’s like, top 2% in the world. And that’s no promotion whatsoever. That is rolling exactly when I, when it started to take off, though, is when I, because I used to, like, schedule these things all over the place, you know, and it felt and it wasn’t the case. Because when we, when we pushed to two episodes a week, you know, there was a it was a shift right to make shift happen. We that was the shift that we had two years ago, double the downloads. I mean, it was a nice strategy, because I already had a good following on it, yeah. But then when we were bringing on so many guests at the time, I mean, it was like two guests a week, and I felt like I was doing nothing but podcasting. And I saw that even the business was suffering, and even my family was suffering, you know, there was almost no time to do anything. So I’m like, I need to designate, and I didn’t read an article on this, you know, it was just really gonna get done. Yeah, it’s like, I need to have this stuff grouped in certain areas. So this is what I’m going to do, right? And that it’s been that way now for a couple years with the time blocks that I gave you. I It’s funny, because what I saw in some of my people too, right, like surrounding me, is that at first it was a little bit difficult, like, if you have a team, right, it was a little bit difficult for them to adjust. I’m like, This is what I need to do in order to lead effectively, in order to have us, because I’m seeing areas that are suffering, and I need to get my own stuff correct at first, and then we can figure out everything else. So if I get into this rhythm with time blocking, I know that everything is else is going to fall into place, because then I won’t be scattered all over the place or pulled in 18 different directions, you know? And while it’s like the thing, it’s like, the thing, it’s like, people start to use the word priorities. I hate the word priorities, man, interesting, because there’s so many things that can be important at one time, true. So it’s like, how do you decide between it’s almost an impossible decision, sometimes, between spending time with your kids and doing what’s going to leave the legacy for them. And that internal struggle is something that also I will always continue to battle with. So it comes with moments a moment, but time blocking help that to where I can actually dedicate those moments of those days towards different things that all matter in my life. So there’s, there’s, there’s priorities, but all those things are a priority.

 

Anthony Trucks  

Yeah, they all fit in there. That’s not I. I literally scheduled time with my wife, time with my kids, like, yeah, all becomes part of it. I’ve been doing this, I think 2011 somebody kind of introduced with the idea the last kind of five years, I really settled it in and still allowed me to have a lot of peace. I tell people, I can conclude a day and be at peace with the pieces, yeah, but it was supposed to be done during that time, right? And, and, which is also why it’s so incredibly important that if the day says to do this, I don’t, like, obviously you can have like, I don’t I don’t get to have bad days. I can’t have off days. So I’ve got to be dialed in structure if I wake up like, just, you know, last night, had one of these weird nights. I didn’t sleep really well, and it was nothing more than, like, I’m battling with my youngest son and some stuff for him and and I’m about to coach these kids. And then he did make this all star team. I got a coach the all star team, and his book club is a lack of effort. It’s weird stuff. I didn’t sleep well, but I didn’t get to wake up today and go, like, all right, I’m gonna hop on and go, Hey, Rick. Had a bad day. Like, I don’t get the gift to do that rock and roll. Right? But some people will. Some people go like, Oh, I had a bad day. So it’s why, like, I don’t. If you want to be great, man, be great. You do. And then they’ll all figure stuff out. Because now I’m good and I’m in a great mood, because I chose to do that now, part of the time blocking, the kind of is built up to a point where you’ve done some amazing things, you’ve kind of alluded to some stuff. And you, before we started, had talked to a couple of things that are going on. I’d love to just share, kind of like you said, what’s going on, what you’re excited about. And I want to kind of poke in and find some areas we can extract some human lessons from the experience.

 

Rick Jordan  

That’s cool, you bet, man, by trade, and I’ve gone through, I say, by trade. But there’s been many things in my life, and this is another thing that I just sort of fell into. Was technology. I actually started my, if you want to say professional career, I’m talking after the McDonald’s job, right? Because I was an assistant manager at McDonald’s. So we’ll talk about after McDonald’s. Then I became the youngest store manager in Radio Shack history at the time. As soon as I turned 18 years old, I was, I was given my own store, but that’s because I sold really well, dude, I love you know, and people can find this on, on Instagram, on my show, where I tell the story about how when I was 17, over Christmas, I made a $30,000 commission check from selling cell phones in like 1997 and that’s that’s a lot for a 17 year old dude to come walk away in a month with 30 day and. Rich. It changed my perspective on a lot of things, you know? And it was just that was consistency and discipline too. Because I go back to, like, my story, of another story I love telling is, like, McDonald’s, right? It’s like, how do I sell? Well, do you want fries with that? You know, there’s always the opportunity for the upsell. There’s always the opportunity to bring more value. There’s always the opportunity to allow them the choice of something additional, right? And that’s, that’s the best way to sell, man. But then I moved from Radio Shack into doing, like, enterprise level it, you know, because I moved into, like, working in a warehouse for a bit. But then they’re like, you’re kind of smart. Can you come here? So I was trained on the job with Merrill Lynch, and I loaded built 15,000 servers, 120 something 1000 computers, and rolled it out to their branch offices across the country. And that was getting my feet wet in technology. And then I moved on to Geek Squad. I was the very first Geek Squad agent in Chicago. Dude, I got photos, man, I got a big old gut. I don’t got the gut anymore. Thank God, right. But I mean that I was like, this typical sort of IT guy, but that was the same thing. It’s like, out of a test store corporate was always that’s like, why are your per ticket amounts, your dollar amounts, three times higher than the other six test markets that we have? And I went back to the same thing. It’s like, Well, do you want fries with that? You ever go to McDonald’s? Like, they’re in front of somebody better, yeah? If I’m ever in front of somebody, like in their house or in their business, when I was there, it’s like, why shouldn’t I ask them if there’s something else that I can do, you know? Or if I see something that I can do, be like, Hey, I thought, take care of this while we’re here. Yeah, yeah. And there’s a and I think we talked about, like, a little bit pre show, right? People’s relationship with money a little bit. And this is an area where I think that there’s some toxicity in individuals relationship with money, especially sales people, because there’s a phrase that I learned about people selling with their own wallets.

 

Anthony Trucks  

Yeah, I know what you mean.

 

Rick Jordan  

They’re asked dude, because, well, I wouldn’t spend the money. Well, it’s like, Are you are you providing value? Well, then if you’re providing value and you’re providing a service or you’re giving a product, it’s just a fair exchange. That’s all it is, right? And you’re actually doing that person a disservice. You are disrespecting them by not offering that additional value when it’s something that you could provide to them.

 

Anthony Trucks  

Yeah, right. A guy do this a salesperson, and it was struggling, wasn’t making any money. Go, what is going on? He goes, Well, I can even afford this stuff. So how, you know? How can I get them to buy and I go, do you think the people that sell Rolls Royces are affording a Rolls Royce like, usually not, but you just, you still sell it because it can help them. It was the craziest thing. But you’re right. People had never heard of it. Said like that.

 

Rick Jordan  

I love that. Yousaid it like that with their own or they’ll sell with their own wallets. Yeah, yeah, wow, that’s a good one, because I don’t made that up. I think that’s something I heard a long time. I won’t take credit for it too good. Well, I’ll keep saying it about about things you battle with.

 

Anthony Trucks  

And I Yeah, sales, we’ve always interesting thing, even if it’s not a salesperson yourself, yeah, like you yourself, selling yourself, that’s a big piece of it, too. What was your original kind of conversation or thought with money before it’s changed what it is now.

 

Rick Jordan  

Oh, prior to anything I just told you. You know, I use this example all the time. My parents had an amazing relationship. My dad passed away when I was just 16, so I actually had, you know, I’m grateful, versus my brother and sister, who are just 10 and 11. I mean, that’s that’s rough too. But I got to know my parents a little bit longer, right? Because I was a little bit older. And the only thing amazing relationship they had, the only thing I ever really saw them fight over, like, knock down, drag out fights. I mean, I’m not talking like The Little tiffs that couples get into, right, you know, or the arguments again, people have bad days, right? That amazing marriage. From my perspective, they had an amazing marriage. I had a great childhood, and I saw them. The only fights they really ever had were over money, you know, or really like, the lack of So, rather than having any sort of lack, I started thinking really, really young. It’s like, well, lack kind of sucks. That’s what my observation was in those 16 years of my life. It’s like, why would I ever want to be in a position of lack? And that I learned as becoming more emotionally mature, you know? And I learned that that is actually a choice to be in a position of lack, and I’m not talking about external circumstances, right, but lack has to do with resources, which I would believe. I don’t believe that lack has to do with a shortage of money, right? Money is the tool that will provide you the resources that then get you the things that you want. So default, right? You kind of have to be rich to have the life that you want, you know, because you want to do things, but in order to do things, you have to have things even like fitness, like we were talking about, right? You have to have a gym. You have to have equipment, you have to have a gym membership, which requires those resources that require money to get true. Yeah. So if you’re in a position of lack anywhere around there, you’re not going to have what you want. So rather than focusing, like I saw with my parents, right, because they would fight over the lack, like, well, what if there’s no lack, or, what if there’s, there’s a gap, right? Gap is different to me than a lack, because gap is temporary to me, right? There’s something that you can fill versus lack is something that you can actually, I feel it’s a negative force, and you can actually put focus on that in a very bad way. Well, what if there’s no lack? That’s the question that I ask myself. Yeah, I do. And that’s, that’s the whole thing. Because you might be in a place right now, you know, not necessarily you, but people that are listening to where you don’t think that you can obtain what you really want, all right? Well, what if you had everything you needed to get that? What would you start doing? And if you start thinking down that path, it’s like, cool. How can I then make shift happen? Right? How can I start to go in that direction to cause that and, yeah, rather than focusing on the lack, you’re actually focusing on abundance and obtaining the stuff that you need, the resources that you need in order to get what you want.

 

Anthony Trucks  

I agree. Ma’am. There’s a guy named, you know, versus the TV show American Gladiator. Oh, yeah, dude, I used to watch all the time with my dad. Yeah. Remember Nitro, dude, he’s a great guy, man, I had him on the podcast a little while back. They actually had a new Netflix document. 

 

Rick Jordan  

He’s like 60 something now, bro, I don’t know he might be. 

 

Anthony Trucks  

He might be in his late 50s, early 60s, early 60s, yeah, but he’s still in shame, man. He’s down nice. But he said this one thing in a podcast I love, and he says, action and suffering. Oh, I don’t know where he got it from, but, like, what you’re talking to kind of is that thing, right? It says we we suffer. We have lack we have I grew up the same way. I was a guy that, like, when our family, when goodwill, didn’t want the clothes for the rack, like they give the bags away with the people that got the bag. Sometimes I got one pair of shoes all year, I would lace up my Nike Cortes with paper clips, because I was running holes in the side by being a little active kid. And so he said that, and it’s true, because a lot of the time, and it doesn’t his thing. It’s not that a positive action, a joyful action, the action you want to take on the suffering and an action will and typically, you’re not going to feel like doing it. You just have to do it. And so you’re talking to is like, yeah, you can have lack, but that doesn’t have to be a death sentence. You gotta do something about it. But most people, I find that most people will, they’ll fight for the limitation. I think gay Hendrick says, If you fight for limitation, get to keep it, and people will fight for that poverty and that limitation all the time. Unfortunately, yeah,

 

Rick Jordan  

That’s like Stockholm Syndrome, almost, right? Yeah. You get used to your position. You get pre wired that way, but then you start to get down on yourself, then it becomes an issue of self worth, you know, I think that’s really what causes people to get stuck in that to where as you’re saying, and I love that phrase, as you’re fighting for the limitation, it’s an issue of self worth, you know. So if you start to look back at your life and again, I say it, I’ll say it again. I had a great childhood, you know, extremely supportive parents, very supportive. And I know there’s a lot that have not had the joy of that specific thing, right? They might have been abusive parents or absent parents, you know, I didn’t go through that. And so if you did, though, obviously you can make that shift in your life for your kids, because you can recognize same, same way that I did if I saw, like, the lack of money was the only thing that that caused my parents to fight that lack. It’s like, cool. Then what if I had no lack, right? So you can ask the same question, what if my kids had a parent that was present, that was around, that did support them, that always built them up, that worked on their self esteem, right? And that feeds into social media issues too. Dude, I love going on the news and talking about the algorithm and the whole body shaming thing, because I fight back, right? It’s like, politically, I’m kind of like, right down the middle. But I loved when I was on, I think it was news Max, and I went head to head with Bob sellers, the anchor, and he was like, He’s going after big tech, because news Max is very hardcore, right wing, right? I’m talking like, almost like, you know, Maga Tea Party, that kind of stuff, right? And he’s going, he’s like, Yeah, but what about big tech? Aren’t they responsible? I’m like, I’m like, Dude, if you really want to go there, let’s talk about responsible parenting. The issues with kids, right? And this is full circle. The issues with kids on social media have to do with self esteem, self worth. If you build that up in your kids when they’re young, they’re not going to have any issues with any algorithm, because they’re not going to feed that, that negative void in their life that you that the parents failed in those moments to fill. And I understand this morning about it. What’s that this morning. Oh, wow, I was out there this morning.

 

Anthony Trucks  

You must have read it. So today, I think there was 41 new states. Actually 41 states did new lawsuits against Facebook, which, you know, meta, slash Facebook because of that, because they’re saying that all the the numbers show there’s a higher level of you know.

 

Rick Jordan  

 misinformation

 

Anthony Trucks  

Not so much of the misinformation, but it’s saying that all the mental health issues, there’s more suicide. And they’re saying that it’s it’s social media’s fault, because they knowingly have this platform out and because of the comparison. And my wife and I just had this conversation before she took off, and I sent it to her, and I go, the issue isn’t the social media platform is that these kids are I think part of it is, yes, that’s not that that being built in the kids how great you are with their parents or subjecting them to situations to have them do something proud of. But I think also part of it is like you’re in a situation where you you have these people that are just it’s not the social media platforms fault that your kid is spending five hours on these things just suck their soul, like, so you can’t it’s like, it’s weird. It’s like, saying, You know what, let’s now go after McDonald’s because you’re fat. That’s what we’re saying, yeah. But that’s, yeah, it’s crazy. That’s what’s going on with it all. It’s so odd. That is crazy.

 

Rick Jordan  

Just read that this morning, though, was about the Supreme Court is now hearing the case because it was a Florida and Texas that have appealed now to get to the Supreme Court about misinformation. You know, really about censorship right now, yeah, because they’re trying to say, hey, social media should not have the ability to delete tweets, delete posts, any of that. Yeah, I’m with them on that. I mean, what’s the point of free speech, right? If it becomes orange, I’m completely into for administration.

 

Anthony Trucks  

Yeah, they’re sitting there trying to do where the administration was trying to pull stuff down too, and that’s what was it was a social media shouldn’t be able to.

 

Rick Jordan  

We’re working with the FBI, and then the pressure from the FBI, like in the last election cycle. I mean, that stuff’s all over Netflix. Go, just watch Netflix. There’s documentaries there.

 

Anthony Trucks  

But everything’s out there, right? Crazy. It is crazy. But then the thing that also part of that we go, let’s let’s not blame ourselves, right? So I think there is something to go back to, even with our conversation about the money stuff is like taking a personal ownership, like having your own sense of, like, you know what this is all going on, but I gotta be my I gotta be the boat in this ocean, but I gotta be the one with the rudder. Like I gotta be in control of this thing. When, when you kind of look back, were there any times when you kind of were like, weren’t like, you weren’t control, and things weren’t like, kind of where you wanted to be? And like, did getting control help you? Which I’m assuming it’s a yes, yeah. And what did that look like for you? So someone listening can go like, Oh, that’s what it could look like for me.

 

Rick Jordan  

Yeah, it is. It is what I was saying. Because it the only thing that really gets to me ever. And I’m an extremely positive person. I mean, people will will tell me, it’s like, you’re the most positive person I’ve ever met. I’m like, That’s great. That’s actually a practiced muscle, right? It’s just like anything else, it is a practice muscle, giving gratitude every day, focusing on the stuff that I have rather than the stuff that I have, not and money is still the thing, and it’s probably because that might be the thing that I only ever saw my parents fight about, was the lack, you know. So if it comes to business, if it comes to life, whatever, when I start to see a shortage in some areas, you know, and I start to freak out a little bit, right? And I’ve gotten better at this, because the freak outs, you know, that might be a little bit of a dramatic statement, but, yeah, but to me, it is because I don’t like it. I don’t like having that scenario in my life. So I’ll call it that. I’ll call it the most negative thing in the world. That’s why I just get this bad taste in my mouth about it, and then I can make a shift, right? So I take a look at that, and it’s like, how long can that freak out last right? And sometimes I catch myself like it was maybe eight months ago, you know, because in the process, everyone’s like, Oh, you’re going public. This is great, you know. And it’s like, celebratory, like, Do you have any idea? It’s like, you don’t know, like, the stuff that went on, like, behind closed doors, trying to make this stuff happen, you know? I mean, I was excited. It was, like, two weeks ago. I signed my personal name to the last million dollars in debt to get this latest acquisition going public. Means I’m never going to have to do that again. Like, put my own assets on the line for something like that. It’s literally all in, like, that’s the name of my show, that’s the theme of my life. It’s like, I’m throwing everything in, yeah. And eight months ago, I came the closest ever, you know, having all these new employees and everything two days away, two days, man, from not being able to make payroll. Wow, yeah. And what I had recognized, because the freak out that I’m referencing probably happened, like, six weeks prior, because I could start to see this, and I’m good at strategy, good at future casting, and seeing it’s like, there’s gonna be a problem, I can see that it’s going to come because of some of these things. So we need to make some shifts. And I started, like, pulling back on stuff, but then every single day, started focusing on what I didn’t have, you know, on the lack and it took me two weeks, and it’s like, even right now, it’s like, I want to vomit as I say that, right? Because it took me two weeks to get to the point to where I it just clicked in my head, right? And there’s good, there’s things I fully believe that you have to have surrounding yourself, but both people and other reminders, other anchor points in order to bring you back to reality, bring you back to who you are, you know? And one of the things is actually up on a black it’s a black glass dry erase board, right? And it says, I have a ten million company. Money, you know? And I wrote that in September of last year, yeah, so when this happened, right? I had gone from like one to 5 million in a matter of a year, you know? And I’m like, That’s cool, that’s great. But now I’m like, there’s these hardships, right? We’re doing this, and we came two days away from making payroll. It took me two weeks, and that was one of the anchor points. When I looked I’m like, oh, yeah, that’s right. Like, dude, you’re an idiot. Like, you take the moment and look in the mirror. It’s like, take a look at what you actually do have. Like, no joke, it’s like, what do you have right now? What resources do you have? What Who do you have surrounding you? How have you gotten through this before? And you start to come to the realization in those moments where it’s like, huh, I have all that I need. I have everything that I need in front of me. So then the way, and people ask, How do you stay so positive? And it’s like when I recognize that, when I have all that I need every single day, you do all that you can do, yeah, and that’s it. As long as you recognize that you have all you need, and you show up every day doing all that you can do that day, that’s it. You’ll get another day tomorrow, and you’ll get another day the next day to do the exact same thing. And when you’re consistent in those disciplines of just bringing everything you got to every single day, there has never been a scenario to where it has not panned out for me.

 

Anthony Trucks  

I like it, man, even two days away, dude, yeah, you just, you tap in a different part of yourself. It’s like, the whole the Goggins talks to the fact of like, whenever you think you at your most, you’re like, maybe 40% you’re still holding 60 haven’t tapped into and most people don’t get to the point of having to tap in, or they don’t take that next level and step into it, which I love, because this whole, the whole work I do is all around identity. Who are you. It’s, it’s, uh, it’s not what you have. It’s who you are with what you have. And I love the mentality you’re having, because I think they’re the people I talk to, you know, you you interact with on a daily basis. There’s this, this part of them that is almost like, searching for the good enough excuse, or, like, the kind of, like, the, I want to say, like, your acceptance of the fact that they can give a little bit less energy, like, It’s too hard. Oh yeah, you know it’s gonna be hard. Yeah, that’s what. And all those things I the way I look at as I go, you’re never gonna fully know unless you’ve given all of it, and you’re gonna have to give all of it without a full, a full, definitive guarantee of success. That’s the thing people struggle with. That’s what I battle with my youngest son right now. It’s like the whole idea of Cain and Abel, if you understand that story, it’s like, yeah, Cain and Abel, God said, give, give me all of your thing, right? And I’ll give you, I’ll give you my blessing. Abel gives all. And God says, Thank you. And my you know my son, I thank you so much. And Cain goes, I want to give you this much, but I want the same praise as Abel. God says, it’s how it works. And so Cain and pissy didn’t get all of God’s grace because he didn’t eat. He wanted to get 100 with only given 80. So Cain figures, well, if I just kill Abel, then I’m gonna be good, right? So he kills his brother. But the idea is, like, you can’t, you can’t give some and get all. You got to give all. And it’s not just like all your it’s your energy. Like you said, give everything you got. Because when you actually do that, I you, I don’t know people that give everything they got and going, I gave everything I had, and it never, ever worked out. Like, no, oh, I know you did it just for being honest, you didn’t.

 

Rick Jordan  

Exactly, it makes you feel good, though, doesn’t it, like in the moment, but that’s that’s coming back to victimhood, right? Somebody who says that, like when they actually didn’t, they know that they didn’t, right? It’s just, it’s like, the same thing about when you know you have an issue with yourself, it’s a lot easier to point something else out in somebody else. Yeah, it’s the same scenario being like, Oh, I gave everything that I had, even though you know you didn’t, but your ability to say that releases you, at least mentally, from your responsibility in creating whatever shit pool you just put yourself in.

 

Anthony Trucks  

Exactly, Oh, dude, that’s, yeah, preaching the choir. Now when I flee, because you know what it is is, uh, I hate when people go. I’ve tried everything. Yeah. Well, you did, and you let if I could say, if I can list one, one single thing, there’s a possibility you didn’t write, yeah, but I’ve tried everything, and she started listening things. Did you do that? No, this? No, I go. So you didn’t do everything. You did everything that you know how to do or feel comfortable doing. Because I guaranteed her, suddenly, you know of the stupid balloons my computer’s doing.

 

Rick Jordan  

That’s great if you’re watching, if you’re listening to this right now, you know you’re not watching this. This. These balloons just came out. These reactions. I’ve been noticing this on Zoom. I’ve been noticing this on Google meet lately, right? But the funny thing is, dude, it never works for me, like everybody else, right? I can do the thumbs up and there’s like nothing.

 

Anthony Trucks  

What did you upgrade to? Sonoma. I think it’s an apple Sonoma thing. It’s the new operating software. People think it’s zoom, okay, zoom. I thought I did. They didn’t. I don’t know it’s crazy. I lost my train of thought. But hilarious. But yeah, that idea, like, there’s things that you know to do that you won’t do, or you don’t have the ability to drop the ego enough to ask for help, yeah, like, Hey, man, I don’t know what I’m doing, and so when anybody does that, inevitably they’re successful. Like, it’s, it’s not even an accident, like we talked about before. It’s a certain part of your identity, of who you are, where you just you touch things. People go, Oh, this guy, man, Rick’s got the Midas touch. No. Rick’s identity is designed, in a way, over a lot of time and energy to be kind. I’m the person he is. So the way that, that he patterns and thinks, is just instinctual to him, and it’s foreign to you. When you can level that that level, then it becomes the same. It’s instinctual, it’s natural. It looks effortless, right? But it’s not. It was built through a lot of time and a lot of action.

 

Rick Jordan  

and trauma too. Man, no joke, yeah. That’s, uh, I think that everybody who does things great in this world are people that also went through some of the greatest tragedies and traumas in life it causes. And it doesn’t have to be something like like your dad dying like mine when I was 16. I mean, it could be anything. It could be the loss of a relationship, a marriage, you know, loss of a your dream job, right? Or an injury in the NFL, you know, just anything, any I mean, that’s trauma, bro, you know, those are, those are the things that can cause the shifting points in your life.

 

Anthony Trucks  

Yeah, they genuinely can. I feel like I was just talking, it might have been an earlier episode I was recording with somebody, and it was a kind of the conversation. It talks at a point that like it’s the, it’s the adversity that shapes us in ways that people don’t understand. And then we talked a little bit more about how to get kids to do that, who are privileged in that whole conversation. But really it’s individuals. I have a penny, yeah, you take it away.

 

Rick Jordan  

That’s my kids. Man, they work. They work for money, right? There’s stuff that I gave them, and it’s, things that they would normally buy. Like I said, here’s something I will suggest to anybody, right, especially entrepreneurs and business earn. It’s a great tax benefit, by the way, too. I’ll put it that way, right? Because you can give anybody under the age of 16, I think it’s six to 16. Well, yeah, yeah, it’s something like that, exactly 12 to 14,000 a year, exactly. But I didn’t just, like, start sending the money to them, because it started with each of them when they were 12 years they were 12 years old, right? And just like giving them the dollars every single month, and be like, Here you go. It’s like, No, you’re doing this. You can do some work, right? You can come to my office. You can do certain things, you know. I don’t care what it is, you know, even if it’s cleaning toilets or whatever it is, at that point, you can do something to earn this, you know. So figure it’s like 20 bucks an hour, and you’ll work 10 hours a week, you know? That’s, that’s kind of what it what it came out to be. And also, out of this money that you’re earning, you can also buy your essentials, you can buy your hairspray, you can buy your deodorant, and you can get some clothes that you want. Of course, I’m still putting a roof over your head, but that’s when you’re saying, like, how did, how did that? Because my kids, let’s be real, right? I’m a white dude, right? I’m a millionaire. My kids are privileged, just bottom line, but that’s the thing. It’s like, how do you how do you hold that? Like, I did not come from privilege. My parents went over money. My dad maybe made 40k a year. My mom watched five kids in our house to try to supplement the income. You know, five of other people’s kids, is what I’m saying. It’s like, I did not come from that. So understanding the lessons that I learned, it’s like, how do you help that? With privilege kids? You take away the privilege?

 

Anthony Trucks  

Yeah, I I tell my people like, you can’t rob your kids that are hardships or you. I’ve told my son many times ago, if you enjoy your lifestyle, you have to realize that you will never have this unless you level at a point where I’m trying to get you to be Yeah. And so for us, I don’t, I don’t give my kids that. Like, if my kids lose stuff, they’re gonna have, like, we’ll buy them, like, cleats for sports, right? But my son, one time lost a $300 bag of, like, baseball stuff, and he goes, Oh, let’s go do some more. I go, Oh, no. So I was like, and he I made him work the full 30 hours at $10 an hour, and like and now he’s in college. $1,000 saved up, you know, because he understands the value of money. I know my twins like, so I’m living in the same way, man, I I think that people look at that and they go, it’s difficult. But the thing is, that’s a gift to them. That is a tool that they intangibly are developing so that later on, when they leave my household, they can recreate or elevate in the lifestyle that they’ve been given. And that’s what we’re trying to do. I think when we, like you said, I came from nothing, you climb up. I don’t want my kids have to go to that stupid wave of like, you know, let’s say weak men make hard times. Hard times make strong men. Strong men make weak times. And, you know, and then cycle I go. You don’t have to do that. Like there’s a possibility that we go, Hey, this is how we’re gonna develop the men in our family, women in our family, we’re gonna do these things, and this how we structure to where they’re teaching them. So now you’re actually having a genuine stepping stone to a higher place in life, but not if you just do things for your kids, like that whole what was that? Remember, Dr Phil, that girl comes on, her mom’s giving her stuff, I think I should have $1,400 and Dr Phil goes. I think you should get a job. No, yeah,

 

Rick Jordan  

take away the privilege, right? Yeah. Sound like bad parents either? Because I believe that both of us are very good parents. Yeah, it’s, it’s in those moments too, because it’s, it’s like when a kid’s learning to walk, like when you’re watching your one year old writer or an 11 month old learning to walk, you’re right there behind them, right, in case they fall, you know? So they don’t, you know, you’re holding your hand over, like the end table in the corner, so they don’t, like, clock their head and cause a hemorrhage, right? And that’s the same thing with this too. It’s like it was, it was a couple months ago. My daughter got down to, I think it was like, $5 in her checking account, and it was a week before she got paid again. And she’s like, What? He’s like, Well, I kind of need some of this stuff. And I’m like, okay, so what do you want to do? Like, I put it back on her. Like, I think I’ll be okay. I can wait, because I can stretch this stuff out that I have, like, I’m just talking, like, hairspray or something, you know, she’s like, I can make this work. And there’s some other things. So she had to sign up for something else. And this was awesome, dude. Because even out of all this, my kids will now register for things themselves, like they’re in theater. They will go and pay that money, like the $400 registration or the application fee for the company themselves, and they don’t even ask, like they don’t, Hey, Dad, can I have the money for this? They just go out and they do it. They take care of it. Like she also joined a choir that I didn’t even know about until two rehearsals into it. She rehearsals into it. She’s 16, right? Because she she signed up and paid for it herself. You know, I’m proud of my kids this way, because they’ve learned these things and even that she could, she couldn’t because she had five bucks in her checking account. She couldn’t pay for it right away, so she actually called them and asked, saying, Hey, this is my situation. Can I give it to you in a week and a half? Like, and that’s the thing that’s asking for help, right? And then they said, okay, but she also knows that if she didn’t like, if she took that step, and they would have said no, then she could have also come to me again, that’s helping the kids learn to walk. It’s like, okay, how’d you get here, right? What did you spend on last month? Was it was there too many Amazon purchases, too much door to ash, whatever it is, you know, and then it’s Sure. Of course, I’m gonna help you with this. That’s what I’m here for. I’m still dad. I get to, right? I get to do the things that I love to do and support you in these areas. And at the same time, I see you making good choices by trying to solve the problem on your own first.

 

Anthony Trucks  

Yeah, it’s beautiful, man. That’s well done. I love it. There’s those kind of things I like hearing because it gives me, gives me hope for a great world, right? The norm for everybody? Man, a lot of craziness going on. I live in the Bay Area, and I’m in the heart of all these people are just, you know, running into Nordstroms and Louis Vuitton and bus and windows and stealing phones. And it’s like, golly, we are doomed in some areas. You see that, and I hear what you’re doing, it’s like, that’s, we’re gonna be good, we’re gonna be okay. Well, you know, because there are more people, I think doing that, there is a different level. I think because of, like, the time that we grew up, like our generation would call it, I think there’s a window where we were subjected to just the right amount of non technology, prior to technology. Yeah. So we have the dance of being human and interacting with people, but also understanding tech enough be able to navigate it. Well, yeah. And then in that kind of transition period, when you got good parents who can talk to it, we’re gonna have some pretty solid humans, which gives me a little more peace. I love it. I seriously do, dude. I just realized we wouldn’t go in for like, almost 50 minutes, and somehow, hey, time flies. You have fun. You talk to good people. Man, I love it. You’re on to some cool things. I want to ask this question, if somebody was to want to go down the rabbit hole of the work you do and find out about, like, everything you’re kind of into and or just kind of, you know, get lost in the world of Rick, where would I send them?

 

Rick Jordan  

Yeah, Instagram is probably the best place at Mr. Rick Jordan. Outside of that would be my website. Rick jordan.tv, you’ll find everything about what I’m up to on those, I mean, Latest News, press releases, everything cool.

 

Anthony Trucks  

Yeah, I saw that. Actually. It’s where I went do my brief, uh, research of you. I was like, Ah, man, this dude’s under some dope things I like. And I seriously, I appreciate your time, your energy, your focus. I appreciate giving to your family, because the way I look at it is my duty is to be an amazing dad, because at some point my kids might interact with yours, and I want them to be like Anthony did a damn good job with his kids. So thank you. 

 

Rick Jordan  

That’s a great perspective. No, I want to get our kids together for real. There you go.

 

Anthony Trucks  

I just care, man. I just the world is I want the world to be great, and it starts at home. Yeah, I’ve always believed that. So now the last question we can answer whenever you want is, what promise did God or the creator make to the world when they created you?

 

Rick Jordan  

Oh, and they did. Oh, wow, that’s, that’s an interesting one. So what promise did God make to the world when they created me? Yeah, yeah, that I am the promise of resources. This is something that took me a while to grapple with, because of, you know, I have a very spiritual background. I’m God is my Creator period. I mean, that’s like the end of the story to me. And when it comes to something like that, and we go back, this is full circle, man, like everybody, has the purpose on this planet, and the purpose is to be here for other people. I know that I am like without a shadow of a doubt the promise of resources for other people,

 

Anthony Trucks  

I like that, man, it’s beautiful. And that’s Hey man, the other day, we need resources to thrive and survive and all that fun stuff. So that’s a good one. I’ve yet to hear that one. I like it. Good. Good answer. I like that one. Um, thoroughly appreciate your time seriously. Do I need to be doing anything which time you chose to kind of hang out here? Those you are tuned in as well. Thank you for hanging out. You could have been watching cat videos or people doing back flips or bathtubs hold Cheerios. Who knows right, brother. But you guys hang out with us. So if you guys got some benefits, up. Podcast, do whatever it was like. What action take an action apply that one thing also, if you know someone who could benefit from this episode in any way, share with them. Sometimes you’re too close to get words into their hearts, but maybe some Rick said, can serve them. So share it. And outside of that, as always, make the most of your all shift moments so you can make shift happen. It’s Anthony trucks and Rick Jordan signing up you.