043- The ROI of Relationships With Steve Sims

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About Steve

Has been endorsed by Jay Abrams
Created Bluefish
Works with celebrities like Tony Robbins, Elon Musk, and Donald Trump  

Resources

stevesims.com
@stevesims
simdistellery.com

Show Notes

Josh Tapp 0:00
What's up everybody? Josh Tapp here again, and welcome back to the lucky Titan podcast. So today we have a very special episode for you because today I'm sitting down with Steve Sims. Steve started out his career as a bouncer at a club and was able to leverage those relationships into the number one most dynamic concierge service in the world bluefish. So Steve has been able to leverage those relationships to work with some of the top names in the world like Donald Trump, Ilan musk and Jay Abraham. We're so excited to have him on today because he's going to be sharing with us how to leverage relationships and the true ROI of relationships. So Steve, let's hop right in. Alright, see, so tell us one thing about yourself that most people don't know. I'm dull.
Steve Sims 0:45
It's, that's, you know, that's always the one that come against people that are no, you know, I live vicariously through other people. I'm a great lawyer. I love to watch people. I like to watch things. I love being behind.
In the cameras every time I've done any kind of TV event or anything like that, you know, I'll do the interview and then I'll jump for an hour behind the cameras go What happened? It wasn't. I like being in the background and I'm actually quite dull and I am a an optional extrovert. So when I need to be I will. But most of the time
Josh Tapp 1:19
I'm an introvert. You know, what's funny is I think most of the successful entrepreneurs I know are that same way. And they're introverted. But I you know, I'm willing to make that make that change if I have to. Yeah, yeah, yeah. wears us out. But yeah, we do it. Yep. I completely agree. Well, Steve, give us a little bit of background on yourself. Most people have probably already heard of you by like to kind of hear your background a little bit.
Steve Sims 1:41
Funny thing is before getting to my background is exactly the same as you guys but we're just different names and maybe different locations. We all suffer from the same DNA, the same disease. We're entrepreneurs. As a 15 year old kid that came out of school in East London. didn't have any money. My family didn't have any money. They were They worked on a small time construction firm. So I naturally went from school to building site. But as an entrepreneur, I knew it didn't fit. I knew something wasn't right. I didn't know what it was. But I just knew it wasn't right. So, you know, as a young, big ugly lad in East London, I bounced off of the walls doing tons of different jobs could have easily gone down the wrong path. Thankfully, I didn't. And I ended up trying so many jobs or well above my station, and ended up getting a job as a stockbroker in Hong Kong as a trainee. I got fired from that after one day. So I was I was even rubbish at that. And I just wanted to be, I wanted to work with wealthy people, actually not wealthy people. Let me rephrase that I wanted to work with smart people. I wanted to work with people that did things differently. And so I went off without realizing at the time I went after entrepreneurs When I was a doorman of a nightclub, and bit by bit, I grew and I needed to give value to them. So I started looking after them getting into different parties and different events, and ended up launching one of the world's largest experiential concierge firms from that branding, marketing and you know, now I'm an author and speaker and coach and I am a total entrepreneur, where will I be in two years time? God knows but I'm just enjoying the ride, shaking hands with the queen, right? That's, that's more than likely.
Josh Tapp 3:31
So that's what I love about you, Steve is is looking through your bio and everything and seeing really the experience that you've had is really just the American dream. You're not from the United States, but really just you know that the progression of your entrepreneurship is really incredible because you're able to have such success of one industry and then you've gone on now it's it's a teach that and to help other people to do the same. So I have to ask you about bluefish a little bit here. Okay, why did you go into the experience, so experiential like concierge service in the first place.
Steve Sims 4:03
I didn't. It was it was an angle, I was working on the door of a nightclub because I'm big and ugly. And I would, I thought I need to have a reason for these successful people to talk to me. So as I was pretty good on the door, I used to know all the best parties or the premiers or the fashion releases. So I used to try and milk the event to give me a ticket for my friends, and then find eight regulars at the club and sell the tickets to them, so that they would talk to me so it became it in the early stages. It was nothing more than a reason for me to go up to someone successful now. Hey, Johnny, you always like the best and I've, I may be able to get you into this event is that of interest. It was a reason to talk to successful people. Okay, and it grew and then people will are this was a guy. Hey, do you know this event going on? I'd be like, I think I do. Yeah, let me give you a call. If I let's have drinks tomorrow night, let me see. So it was a reason. Yeah. And without me realizing I became very, very good at getting these acts. And as the access grew, then people started to ask me to throw the events. I remember people I saw the bees going, Hey, can you throw an event and asked me the Judah's, can you can you be involved in this? And therefore are we a tip, so I wasn't dealing with small time groups. But I was now putting events on or helping with these events. And I've worked with everyone from the New York Fashion Week Ferrari Cavalier classic to the Grammys and sellout and John's Oscar party. So I would be involved in all of these major international events that were literally just amazing for me to go after which successful people and go, Hey, do you want to be involved in Oh, by the way, while we're having this drink? What do you do? How did you do it? I I wanted my combination of five friends to be anything other than what I already had, and what I had was broken. British bikers, I needed to make sure that I had the captain of this software company, a guy that owned 23 private jets. And so I just I always went bigger. And the good thing. The good thing about my, my young life was I class, I class myself now as an educated individual. Okay? Because I failed, and I've learned a lot from it. The school had nothing to do with my education. I came out of school, an ignorant person. And while a lot of people would use that as something to be scared of something to hide something to maybe lie about, that you weren't as stupid as in it, and as ignorant as I was, I didn't have any fear factor. So people would go, oh, there's that private party over there. And I'd be like, Well, let me go and talk to him. And I'd be straight off and people would be like, why are you going and be like, well, you're not going to get in from standing in the carpark talking about it. Go into So the amount of times I would get into places and people will be like, how did you do and I realized very early on, the people were frightened of being rejected. And we openly laugh at people. Now we've got programs, America's Funniest videos, we've got programs solely around seeing you walk into doors fall off things, so that we can laugh at you, Chris wood who hasn't done that, right, who hasn't slipped off a step who hasn't tripped on ice who hasn't tried to launch a company and had it fail, but most people actually scared of people seeing them fail. I noticed a trait in the people that I was dealing with, was that they couldn't give a shit. Right? Who would not care? Okay, they kept going and I had the honor of working and being with Elon Musk. But Ilan actually turned around and said cuz they were talking about how NASA was laughing at him at the time. Okay, blowing in mind, fast forward now. NASA was his largest client.
Unknown Speaker 8:02
And they he turned
Steve Sims 8:03
around even at that time, and said, they'll always laugh at you before they applaud. Yep,
Unknown Speaker 8:09
I was like, Damn, that's it. So.
Steve Sims 8:12
So that's basically in a nutshell how I've grown. I never expected it to be a concierge firm. I don't think I'm actually really good with people. I'm great with getting something done. I'm great with the project. But the interaction I'm not very warm and fluffy. And I don't suffer fools gladly.
Unknown Speaker 8:33
So that has
Steve Sims 8:34
been a hindrance a few times in my life. But I think what has happened is I've been I've been very focused on pulling it off what the client wanted. And, again, because I needed that excuse to talk to people, that's how the company grew.
Josh Tapp 8:48
Yeah. When I have to highlight a couple pieces of your story because that's an incredible honestly, you're really supporting our point here with the podcast and with our business, you know, make your own luck. The best part about your situation Is You didn't say, Okay, well, I can't get into the yacht club. Oh, well, right. I guess I'll just work with these people I know I can get into. But you said, Hey, they're hanging out at the clubs anyways, I might as well be there, right? Put yourself into a situation where you're going to talk to them face to face. It may not be in the environment you want to but eventually you got invited to the yacht club. And that's Yeah, incredible. Oh, I
Steve Sims 9:22
put myself in there. See, the problem was a lot of people have products nowadays and services and solutions. And because everybody in the planet knows what it's like to be broke. Right? You know, they know that emotion. They know the feeling they know the trigger. And funnily enough, more people are comfortable This is adopting. More people are actually comfortable hustling for the next few dollars than actually playing the big game. Right. And so they will release a product and then market it to poor people can't afford them. Right. They only thought of myself. If I want someone to send me a check for 204 $50,000 and free to not bother them. I need to be dealing with those clients,
Unknown Speaker 10:06
right? So,
Steve Sims 10:08
there are the yacht club and they own the biggest yachts now the jet charter terminal they are people that own properties in Monaco. If you want to go and grab fish, go work fish feed, if you want to find tomorrow, there's nothing intelligent about this tomorrow. I don't know when you're releasing this. But this weekend, Friday night, if you want to find 10 really rich people. Don't go to McDonald's. Okay, go to the most affluent hotel you can find and go and hang out in the bar there. Okay, because there's a higher probability that the people in the bar of that hotel are going to be wealthier than the people driving through McDonald's in the pickup truck.
Josh Tapp 10:51
100% I completely agree with that. And you've basically built your whole business, your coaching and everything is now around that right ROI relationship. Just kind of your concept. I was actually listening to your interview with Jay Abraham, the word you have on your website. Awesome interview, by the way, if anybody wants to check that out, what's the name of your website again? He's a lovely fella j good friend, Steve The Sims calm and it's si m so there's only one in Sims, Steve D Sims COMM And I'm everywhere on Instagram and Facebook under Steve Sims or an entrepreneur's advantage of Steve Sims is our Facebook page. I love that. We'll definitely send people that direction because the video you had on that site honestly was just top notch being able to sit down with me if people don't know Jay Abraham is I'd be surprised. But you were able to sit down with him as a friend and talk about this concept. You know the ROI of relationships. So let's kind of delve into that a little bit your your new concept with your coaching and
Steve Sims 11:48
everything. So the first thing I've got to correct you is I had no clue who Jay Abraham was, really. My ignorance went well on into my 30s teas. And I had a lot of these people as African clients, and I was at an event for an Australian company actually. And I was sending them to go and meet elton john Elton John's Oscar party, and it was a group of entrepreneurs. And they contacted me They said, Oh, we've got a VIP guests that we're bringing with us that's going to be on our table and those are great. So I turned up to meet them one night and they warship face. They were all drunk. And I didn't want to be drunk. I was on the motorbike. I had a crush in my hand and I just went up to the bar and I was just having like a coke or something like that. And there was a guy there all dressed up in his dapper outfit because that's you know, when j J's always be well put together, and Stein and I had no idea who the guy was, I didn't even know he was part of the Australian group. Okay. He was a VIP that they were taking. So we started chatting away with each other. And then he said, oh, I've got a couple of things I need help with. Oh, sure. You know how so we go into about lationship before I knew who the myth and the icon was, right, and then I was in New York one day, at a friend of mine, a guy called Joe polish. Yeah. And I was at his Genius Network annual event. And this guy comes up behind me and rubs me on the head. Now, as a big bold guy. Yeah, don't kind of do that. Unless you know the person behind thinking, who's gonna get a slap kind
Unknown Speaker 13:29
of thing, right? And he
Steve Sims 13:31
and I'm not doing I said, I didn't know you were coming here. And you know, we started chatting and stuff like that just quickly. And then he walks off. And then I sat down, and on my table of 12 they were looking at me, like the pope just walked in and give him a hug. And I was like, yeah, and they were like, you know, Jay, and I remember saying at the time, I think I do but I'm not sure I do now. So I got up whenever the gentleman J. My old tape was like a deer in headlights. Now Who the hell are you? I do a couple of things Stevie said but the you. I'm Jay. And I was like, cool. And then he went up and did a speech. And then I started, like getting to know him. And then he gave me this client, this guy called Tony Robbins. Like, Dan, I've known Jay for like, just over a year. And so we became really good friends. And I was actually driving past his office that day. And I popped in just to say, hi. And he had had someone let him down on a podcast. So he went he literally just off the spur of the moment went super fast down, let's do it. And I was like, yeah, we were just having a giggle, and it did turn into a really cool little video just to guys on the little play.
Josh Tapp 14:47
Yeah, well, and I mean, honestly, just, I think those are the best conversations. Yeah. And as a podcast, that's what we always seek for right? It's really just, let's have a conversation. And I think yeah, it was really cool as he pulled the best out of you and you pulled the best out of him and I It's a great real I think everybody should go check it out.
Steve Sims 15:02
Yeah, he's a he's a good lad. But um, yes. So what, what I ended up realizing and he's been very instrumental in helping me. We had just to give people kind of the backstory of how it's kind of worked into this, as the concierge lm element of my world slot started to collate, be able to be passed down to other people or passed off to other people. I started focusing more on the marketing, the branding and the messaging. And I noticed as we've just said, a lot of people do a product, and then mark it to poor people, when I can't ever do it, and I couldn't understand it. So I started getting involved in them, and I wasn't brilliant copy. But hey, you don't have to be brilliant at anything. That's what's called outsourcing. Yeah. So I would say I don't like this, I'd like to do this, this, this, this, this and then get a copywriter to do it. I don't want your website because of these pictures and then get a designer to redesign so I was actually very good. orchestrating the message. Never thought of it like that sounds pretty good on may have to
Unknown Speaker 16:04
coin that, and then send you the recording. Thank you.
Steve Sims 16:08
Then I realized I was actually creating triggers in you. And so as it kind of grew, I got approached and I got asked to do a book, announcing all the rich and famous people in the planet and what I do for them. Yeah. Now, if I wrote a book on the affluent people and what I did for them, I guarantee I'll be dead by cocktail hour. This is not something I should be doing. And so then they came back to me and they said, Well, look, you know, we've done a bit of digging and you're this Irish lad from London that now works with Elan musk and the Pope. Would you write a book on how you got to do this? And so I was like, yeah, this will help other people. So when that came out, to be blunt, I had no idea be successful. I had no idea that people would buy it. I just wrote a book. I wanted to buy it. Based on things that were pissing me off, focusing on the impact over the price tag, and just really trying to create a message that if anybody took an action would create a better world that I wanted to live in where we actually do this insane thing called communicate with each other. And so I did the book, the book took off. This year, I'm going to finish the year I think on 26 speeches, and literally around the world done Thailand, Mexico, London, Spain, loads in America, Canada. I'm doing next week, next week. So you know, she's been incredible. The people have actually resonated with it where jack comes back into the equation, okay. And Jay was hugely successful in the 80s and 90s. About persuasion, triggers emotions, selling communication, and then we got into the 2000s. We thought we don't need that anymore. We got chat box. We got Facebook Messenger not, I believe Jays theories, J structures and dreyse j strategies are more relevant today than they actually were back in the 80s. Because in the 80s, you didn't have an alternative. You had to be a good salesperson. Now, people aren't communicating, I do something I'm sorry to go off on a tangent,
Unknown Speaker 18:24
though. Please continue.
Steve Sims 18:26
There's something I call the cappuccino shuffle. Okay. You walk into Starbucks, you already a cappuccino or worse, the person in front of you orders the cappuccino. And then they do this. They take a couple of steps to the right to where the barista is. And then they get their phone out and they start getting into the phone. Right? Nobody dares stand waiting for that coffee anymore. by just looking around, they instantly pull out their phone, and they use it as a source of protection. Have you ever noticed that in that kind of environment? They hold the phone with two hands?
Unknown Speaker 18:59
Yeah. Okay,
Steve Sims 19:01
and have you ever noticed that that's the exact same stance as a boxer? It's a difference. It's not. It's like when someone's talking to you and they've got their arms crossed, right? You know that being defense when someone's got the phone up like this is the exact same position. Naturally we get out and you can't get in that position without being defensive. If you want to be arrested quickly walk up to someone and go, Hey, how you doing and start a conversation and they will look at you like you're a rapist? Yeah, then they will What are you doing? I don't actually believe I'm a good communicator. I actually truly don't believe that. I believe the rest of the planet has become so shitting it that I actually look pretty decent. That's That's sad.
Josh Tapp 19:49
Yeah, that's, I really like the direction going with that because, I mean, if you're if you're standing there with your with your phone in your hand, right with both both hands up, how many other ways are we doing next? I I know myself I've even struggle with that, right? I'm the younger generation where, you know, if I'm trying to avoid an awkward situation the phone is is the ultimate voices. It's easiest way to deter people. And so I'm gonna have to start using that myself.
Steve Sims 20:14
See, isn't that funny that the phones become a determinant, you know, as a member of a member in the because I travel a ton. I remember going to a hotel in the evening, ordering a drink sitting down there and reading the book. Okay. People will order a drink now. And for fear of actually striking up a conversation with another traveler in the bar straightaway pull out a phone as a deterrent as a hate con. You see, I'm busy. No, you're not you're looking at porn just to get some people people use it as a deterrent.
Josh Tapp 20:47
All right. Well, and what I really appreciate about that, I mean, your your philosophy and you being able to be the one who initiates that conversation. I think most people are willing to talk to you once you start the conversation. Right. And
Unknown Speaker 21:01
so you're gonna like this.
Steve Sims 21:04
I have I actually run an event called a speakeasy. I'm not promoting it and promote away.
The funny thing is we never tell anyone where they're going what they're doing, and we still charge them. But we did an experiment in a coffee shop. And we had like about 25 people with us. And we said, over the next two days, you're going to strike up a conversation at the most inappropriate place. Okay? It can be with a valet person, it could be with someone in a toilet. It can be with someone at the coffee, and we walked into a coffee bar, and I sit on my turn, you know, and I have my coffee step over and there's a young girl there and she's got a phone, okay. She may be like about 20 you know, 25, maybe late 20s. Okay, straightaway got the boxing guard. I've got the phone in front of us. She's defensive. So I'm stood next to her Next to her is a mother and her daughter and I said to the girl next to me, I said, well then no shoes and just wait for a response. And without lowering her guard, and this is the dumb thing. She looks down at her shoes as though she can't remember what bloody shoe she's wearing. And she just murmurs with like a little side glance. Thank you. And so I continued it. I said, My wife's been looking for a pair of shoes. But do you mind me asking where did you get those shoes? And she never took her guard away. Okay, yeah, I'm not sure where I got to choose from. And, again, got the guard up. And the little girl turned around and looked at the shoes. And she said, they are pretty odd me and I said, you know, they are. And I said, you know, something, though? Not as pretty as your shoes. And then the mum. She went, yeah, she does have good choice in clothing. And I said, well, it's important now for us all to look good. And so we started All talking. And you know, the girl in the middle felt left out. And as she couldn't move, she was waiting for a coffee. Do you know she actually pulled her phone down and said to the little girl, you have got beautiful shoes, and I like your jacket. And then straight away turned around to me and made eye contact when also Yeah, I didn't, and wanted to get in the conversation by telling I couldn't give
Unknown Speaker 23:23
a damn where she got the shoe. So it was an
Steve Sims 23:25
exercise. She felt left out. And it was funny that the little girl that didn't have the phone, wanted to get in and have a chat. The mom was receptive because we were now having a conversation with the daughter. And this girl literally had FOMO she literally was now embarrassed and use the kid and telling me and wanted to get in the conversation. I think you are so right. I think people today while they're scared of it, and I don't want to get political, but we're in a situation now where everyone's telling Fight to say things you can say something on a social posting 10 years ago, and then someone's gonna bring that up and you being ignorant. Well, I had to fake it here, but we were ignorant 10 years ago, in 10 years time, they're gonna look back at us and go, Well, you didn't know what you're talking about them. Boy, you were ignorant. That's called progress. Okay? But the trouble is now, we got proof. someone saying something that was sexist, someone saying something that was racist, someone dressing up like, like a Halloween in an in a costume that now offends someone else, you know, and we're gonna meet to campaign Well, you know, you've got to treat people as if you were actually now getting terrified to talk to people we want to communicate, and we want to communicate more than ever. Facebook groups are a prime example of that. We're pack animals, we want to relate to those that we relate to. We're actually terrified to striking up a conversation and that's a dangerous cancer
Josh Tapp 24:59
and I really Like your philosophy on this, because striking up that conversation, you need to start in those those regular social situations, because you're going to get comfortable in it. So when you do feel like hey, I really need to strike a conversation with this person. You're completely comfortable doing it. Because it's so hard to actually get into that conversation unless you're already comfortable doing that.
Steve Sims 25:21
Yeah, I have a I have a sign and I didn't come up with it. It was blowing curbs or Joe Polish said get comfortable with being uncomfortable.
In fact, I do do I do, I do
Unknown Speaker 25:31
do
Steve Sims 25:33
an event that I take entrepreneurs into a level four maximum security prison, and I've been in prison now eight times, thankfully only ever for one day. And what I do is I take a maximum of 40 entrepreneurs into prison, and we discuss business concepts for when these people want to get out and become Come work in civilian with with or working free person with a new business. So we do Shark Tank exercises, we teach them how to write a resume. We teach them how to present themselves in interviews. And it gets us uncomfortable because we are literally in a level for maximum security, prison. And level four, you're not there because you got a parking ticket. Right? These are heads of organized crime families, syndicates, gangs, and they've literally turned around and gone, hey, I want to be that person. I want to be better. So they're looking to be better. And you're in there, trying to help them and changing your perspective. And if you can get comfortable with being uncomfortable, you could dominate any room you ever in.
Josh Tapp 26:52
I love that. And what I love about your events is like you said, You don't even tell them where you're going. You say here's here's this big price tag and You're going to be you're going to be coming with us. You have no idea where we're going, but it's gonna change your life.
Steve Sims 27:05
Yeah, Chuck. We just did one last week. I'll tell you the one that we did two weeks, two months ago. Because again, I can't sell it because it's already gone. We do these events called speakeasies, they're always $2,000 and we have a location like you know speakeasy, San Diego speakeasy, New York. We did speakeasy Reno now, I don't want to upset them, you know, tourist authority. Have you ever been Amina? I have Yes.
You have. Okay. The next question really comes down to why, you know, it's Reno you know,
Josh Tapp 27:41
everything you do there is golf. Yes.
Steve Sims 27:43
Yeah. Yeah. All stop off on your way to Tahoe or something. Yeah. Right. So, but marinas and I'm sorry, no, but it's, it's kind of, it's a last 70s Vegas
Josh Tapp 27:56
kind of. So
Steve Sims 27:57
we did. We do. This speakeasy Reno, and everyone was like why are we going to Reno and I said, not telling you pay $2,000 and be at the North door of the Atlantis hotel at 845 in the morning. And that's it. That's that's all the information we ever give people. Right so they turned up we had a bus way from a we had one of the directors give us a private tour of Elon Musk's Gigafactory which is in Reno. Yeah, incredible technology, stuff so advanced, you've never even thought of or heard of how they do these things. And then we went for loads of test drives of Tesla's and then got back in the bus. And then we held an afternoon conference on the art of communication in the brothel, the bunny ranch in Reno. So, in one day, they went from the newest technology and industry in the world, to the oldest industry in the world. That's the kind of shock and all stuff that we do. And it was it's really Really good fun to get people. They don't know what they're doing, but they get to do it with incredible people that have also taken a chance. And I'm telling you this, not to get people to come on my next event, but maybe try it yourself. You know, try a dinner party and there's a friend of mine, he does this in New York, he invites people to his dinner party, they all sit down and then he orders them to get up and they go into the kitchen, and they have a certain element of the cooking preparation that they've got to do. They end up cooking a meal, okay? And they don't know what they're going to eat, you know, and it could be a pass. I remember I think we have some kind of pass today. She wasn't that brilliant. who cared. You know, the the the trigger the relation, the emotion ship, the experience. I'll always remember his meal was one of the greatest meals that I had, because of everything was with it. So I urge you to try that yourself. It will also reveal and this has scared a lot of people your credibility. Okay, you see if people come to my speakeasies we're doing I think our ninth in February. Yeah. Check the website to know where it's going to be. I'm not going to give you any details.
Josh Tapp 30:11
Dang it, no insider opinion.
Steve Sims 30:14
These things sell out basically because of my credibility. Yeah, now, you can make a lot of money today, you can walk down to the bank, get a gun, Robert and walk out the door with half a million bucks. But you can make let your reputation and credibility as fast right, and you can make good money, but with good credibility and reputation, you can make shit tons of money. So this will be a great reveal as to how good your credibility actually is. to actually get people to pay two grand that have no idea what they're gonna do. That's gonna tell a lot of people about you.
Josh Tapp 30:50
Yeah, absolutely. And I mean for you that that becomes a huge branding thing. At what point did you start doing these for yourself, be able to run off that credibility.
Steve Sims 31:00
So it was kind of funny, like most of my stuff, and like every entrepreneur, everything you do is share the first time you ever do anything. It's awful The first time you ever did a podcast, I guarantee you was probably horrible. Yep. And if you in two years time is still doing the podcasts and you look back at this one, you're gonna be like, Oh my god, you know, the quality of this is the way life is. Okay. Yeah. So a couple of years ago, I had I had a lot of people going, Oh, you know, do you do events and do you do this you do that and they loved the book and they wanted more of me. And I was like, maybe I'll maybe I'll do a little event but I didn't want to throw a 2000 person arena where I'm doing VIP tickets and early birds but I didn't want that liability in that much hassle. So I thought to myself, I want to fireside it, you know, 40 people, Max. Okay. And I want to do something that I like So literally, I Just a friend of mine had a mansion down in San Diego. And it was in July and I went, I'm going to try to see if anyone wants to come and just talk to me. So we'll do, we'll do two days, we'll invite some friends. And he said to me, yeah, I don't want you to tell people where the house is, you know, too far in advance. You know? Yeah, I don't want you tell them where it is. In case they just turned up. He said, so could you only let your attendees not so I went, yeah. Okay. Then. So I said to him, I said, Look, it, it's in San Diego. I'll tell you the location near the time, and I'll bring some friends. And they were like, well, what else is going to go on? I don't really know yet. And one of them actually turned around and said, Oh, this is like a speakeasy. You know, the the date and the time, but anything else you don't know. And I was like, Yes. Right. It's like a speakeasy. And that's how the speakeasy actually became launched. And we told people what hotels to have studied that we knew that they were close enough. And then two days before the event, we told them the exact address They turned up, I'd found a bunch of friends and said, Hey, come along and talk about people. And you know, we had Greg Reed, who's one of the best authors now movie producer. We had the founder of Ugg boots we had Tim Larkin, who was literally banned from entering the UK as a registered lethal weapon. You know, we just had some of the most amazing people come along and talk to my guests and attendees, but they had no idea what was gonna happen. And this was all in the mansion. So once we realized that people liked it, we then did a second one, you know, was it a fluke? And I think the second one was in New York, and we finished it off with Elton John's Gala. GPR. Nice. And then we did one in LA, and we were MUSIC Studios. We had some incredible people turn up and help our clients because the whole point is to help you. We don't ask people to stand up and go, Hey, I'm wonderful. They stand up and they go, hey, I've done this, but how can I help you? Let's workshop it. So you actually go to Through your workshops and then we finished it with an after party on the roof of Louis Vuitton in Beverly Hills and the one that we just recently did in Silicon Valley we had the founder and CEO of Manny chat actually teach our people how to use Mani chat and how to get some secret little things out of it that no one else has been promoted and we got we got Mikhail the actual head of future billionaire when Facebook buys them out of Manny chat, show it walking around our laptops come Well, if you do this, you do that gets revealed and that kind of access, you know, you can't buy that.
Josh Tapp 34:37
No. Well, you can if you go to a speakeasy event,
Steve Sims 34:40
but I didn't know they were gaming. They were I know I did we had we had a couple of people in there that were kind of like falling over Mikhail like he was you to Elvis and the Justin Timberlake Bieber all wrapped into one. He was like, I can't believe because he's doing this. picked up a pen or something like that. And she was like, I'm keeping that pen.
Unknown Speaker 35:05
So they funny. That is funny. Like you can't sell it online. It's not Michael Jackson's glove
Steve Sims 35:12
decal, so it was kind of it was kind of cool.
Josh Tapp 35:14
That is super awesome. Well, I love that. Thank you so much for coming on the show and you spent fire the whole time I don't even have to ask you questions. You just got rock solid stuff. I do have to ask you what's the one last parting piece of guidance you have for our audience and then let us know how we can connect with you.
Steve Sims 35:31
So I think I've already given you how to connect with me. Yeah, I want to save the part in words. Because you know, the last impression is the lasting impression. You get a little nugget for you. But, you know, I've got a course at Sims distillery.com I've already told you my websites DD Sims calm. I'm not hard to find. Yeah. But this is one thing I would like to leave you with. My dad is a big sick Irish bricklayer. And I remember walking down the street with him and I was like about 1314 years old. And I think we want to build insight. And he wasn't even looking at me. He was smoking like his 200th cigarette of the day. And he put his hand on my shoulder still didn't look at me still didn't make a stride. And he said to me, son, no one ever drowned by falling in the water. They drowned by staying there. And he took his hands off my shoulder and carried on walking. And I remember at the age of 14, I stopped and I was like, What the hell was that? It was like, he just had a fortune cookie or something. And I remember the time thinking, well, that that's dumb. Everyone drowns when they fall in Word. And I remember having those instant responses of that statement, and then it never left me. And as entrepreneurs, we fall in the water on a daily basis. And it's your choice as to whether or not you drown, or whether you get out and we all fall over. And we all make Now little pity party for 10 minutes, and we'll all maybe have an extra cocktail that night to get over it. And we've lost loads of money and we've just ruined our pension and our house is on the line. And we can't pay the staff. We've all had it, we all know it. Well, then the following day is the time for you to decide, do you drown? Or do you get out and
Josh Tapp 37:17
you have the assets, you have the ability? Thank you so much for saying that. So either drown or get out of the water. I love that. Well, thank you so much, Steve, for coming on and sharing that all with us. I really think our audience is going to benefit a ton from this. So So thanks for coming on the show. It's
Steve Sims 37:33
been a pleasure. Thanks for having me.
Josh Tapp 37:35
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