what is leverage

The speaker discusses the importance of leverage and its various forms, such as employing humans, capital investment, coding, and content creation. They emphasize that content creation is becoming increasingly important in today's digital landscape, as it allows individuals to capture and monetize attention. The speaker argues that consuming content without producing it leads to a division between the rich and the poor. They encourage viewers to use leverage through content creation to escape the rat race and achieve financial success. In this video, I'm going to explain to you the importance of leverage, the basics of it, the importance I'm going to explain to you. In this video, I'm going to explain to you the importance of leverage, the bad news if you don't have it. In this video, I'm going to explain to you the importance of leverage, the importance and real life meaning of leverage, how you can use it to change your life and to use all the free available tools out there to use it to your advantage. So before we jump in, it's a beautiful Friday, I'm sitting here drinking ginger tea and my double sided linen silk chile and I had a really productive week. I got a lot of stuff done, made some good movements for the current product that we're launching. I was walking around Belgrade this week and I really had to think about and had to think a lot about the importance of leverage. So before I'm going to tell you my definition of leverage and how you can use it to make more money and maybe live a happier life, I want to tell you my story. So maybe similar like most European young people, I grew up in a pretty protected household. I went to high school. I chose to do a bachelor's abroad and during my bachelor's for business studies, I was taught the following things. You work 9 to 5, you make enough money, at some point you're going to invest in stocks and real estate and maybe when you're 50 or 55 and you're lucky, you can retire. At some point during my second year, I sat down and I thought to myself and I did the math and I looked at people that are graduating from university and what they were making, what living in Europe actually costs and I said, no way they're ever going to be able to buy a house. So I started out and I took my laptop and I put in how to make money online and at the time I had a roommate that was already hustling and bustling in the e-commerce scene and after some time, I got my fingers dirty as well. And the first time and the mind-blowing thing for me about e-commerce, so the previous old economy that I was used to is you work in an office, you work as a waiter, you work as a receptionist, slowly but surely you climb the ladder. And at some point I had my first product in and I went to bed and the next day I woke up with 20 new orders without me doing anything and I thought to myself, whatever we're being taught is a lie. I was sleeping and I just made a thousand bucks. So what leverage really means is that – so that was my first experience with feeling leverage on my own skin because how I perceived leverage was always people that are 50, 60 years old, that have millions of dollars and that buy houses and invest in real estate and stocks. But what leverage really means is that you can wake up and make money or during your sleep without you doing anything, moving a finger, you still have the ability to control people and to make money on command. And after my short experience in e-commerce, I moved to Bali and in Bali I met the guy that from one day to the other decided that he's going to sell an online course. And what he did, he simply took his phone and he posted on Instagram, hey, who wants to join my coaching? And the next day he made a 50K and the next day he made 50,000 US dollars. And again I thought to myself, whatever we're being taught is not real. For me to earn 50K in one day in a real life job is never going to happen. Me earning 50K in a real life job is going to require for me to get a bachelor or a master and then work some shitty internship until I'm 28 and then maybe get promoted to make 50K a year. But this guy just woke up, posted one thing on his social media channel and printed money. And after that I used social media to my advantage and I moved into Web3. And in Web3 I understood the extreme scale of the internet, the extreme abilities of leverage. With you pressing one button here, writing one line of code there, you can impact millions and millions, you can reach and impact millions of people. So what I realized this week in leverage is that there are two sides, there are two kinds of people. People that have leverage and people that work for people that have leverage. So the following thing. Let's imagine that my original statement of thinking that you need to own a house to have leverage is true. So for example there is a guy that owns a hotel and this guy owns the hotel and the people that work in the hotel work obviously to make their 2-3K a month but they are owned by the person that has the hotel. They are owned by the person that owns this piece of real estate. And there are four types of leverage. One you can employ humans, so you have humans that while you sleep do the work for you. Two you have capital, capital that you invest in markets or whatever and while you sleep the token goes up or down or the stock index goes up and it makes money while you sleep. Third is code. While you create something on the internet, a website, even if you go to bed it's going to still reach millions of people. And these are the three most known types of leverage but I want to add one thing which is similar to code and that's content. And the reason I'm adding content is that it's much more accessible. So when I thought about code I always got a bit intimidated because I have no clue how to code. Whenever I hear Python I get goosebumps. So even though content is code, it's something much more accessible for the broader audience. So I don't want to talk about the first three types of leverage but I only want to talk about the last one which is content. And the reason that content is becoming more and more important is I want to look at the current landscape and the current industry that we're operating in. A hundred years ago if you wanted to become very rich, the richest people in the world were the people that are drilling oil. So they needed to own land, people, capital and go out there. Land, people, capital. And they needed the machinery to get that oil out. If right now we're looking at the richest people on earth, they are using attention to make as much money as possible. So if we look, I want you to imagine something. If you look at attention as an asset and if you look at the world or the global internet as real estate, who has the most attention? The Facebooks, the Googles, the TikToks, the Twitters, the Twitches of the world. And these people and these companies are the most valuable companies on earth because they are able to take our attention. So every human being has 24 hours of attention that he can give to his wife, his TV, to sleeping, to working, to being productive, to whatever. But the goal of these companies is to get as much attention on their pages so they can resell it to everybody that wants to milk these pages. And if we right now look at the upcoming entrepreneurs, the people that are becoming incredibly rich, who comes to mind, that are making enormous amounts of money, the Kim Kardashians, the Mr. Beasts, the Dwayne The Rock Johnsons, the 14-year-old. The Kabi Lames is that they own one thing. They own your attention. And by them producing code or by them producing content, while they sleep, while they go to bed, they impact people, they have power over you, and they're able to print millions of millions and millions of dollars. And the reason that is very important to understand, because in my opinion, getting capital to get leverage, having people to work for you, writing code to get control over others, is much more difficult than you creating content. And at the end of the day, if you look at the 10, 20 years ahead, the thing that is going to mention, that is going to matter, is who can get as much attention out of every individual human being on earth as possible. So if you ever traveled in a developing country, for example, I lived in Bali for a year, and if you walk around, the lower classes are spending eight, nine hours on TikTok. The security guards, the cleaning ladies, the people on the streets, what they do is they just consume. They consume content. And what is going to keep the poor poor and the rich rich is exactly that. And that's leverage. And that leverage means in the term, in the combination with content, is the more that the rich produce and the more that the poor consume, the more that this division is going to go apart. And imagine for yourself that you're controlling a society or you are the king of a city. Would you like the city to think their own thoughts or to start fighting or to start uniting against you? No! You would like them to be as busy as possible consuming. So one, you can show them whatever you want them to see. Two, you can control their thoughts. And three, you can make them so tired and so lazy by the things that you show them that they will never even think about revolting. So I don't want to get too much into geopolitics here. But if you look at if you look at European countries, the people that are worst off and the people that will be the worst off in the next 10-20 years to come are the people that are consuming the most. They are the suckers for the people that produce. And that will be the same obviously for capital. That will be the same for employing people. That will be the same for employing code. But what I see is happening is that it's no longer too much about employing human beings because me shooting this YouTube video gives me leverage. When I go to bed half an hour after uploading this, I'm impacting lives slowly and slowly and slowly. I don't really need anyone. I only need someone to edit this video, maybe make it look nice. But at the end of the day, I use code and content. And it's a zero-cost activity. And I am 100% certain that when if politics continue the way that they're right now evolving, is that it's only getting worse. So governments control what you see. The lower classes are just consuming more and more and more. Human brains are being exploited to the extent where it's only about clicks. If you look at TikTok or YouTube, the content is just tailored to make our Neanderthal brain addicted to seeing it. And that's what presents enormous opportunities for everybody that is seeing this, is you can just sit down every day and have leverage. And it doesn't take for you to quit your job as a waiter or to raise 100K to start a business. You only need to leverage the possibilities of content. And if there's one thing, in my opinion, that gives an opportunity to escape, let's say, the rat race that escapes poverty, is using leverage. But for you to use the general terms of leverage of capital, coding, and people, it's much harder than you taking out your phone, shooting videos, than you using the ability of making others consume whatever you give out. And if what you consume is good enough, you're going to win. And if you keep doing it long enough, it's going to be good enough and it's going to work out. But eventually, you simply need to look at what did our parents teach us? How do you get rich? You work a job, you buy a house, you invest your money, and you inherit a lot of money from your parents. That's kind of it. But none of this is true anymore. Because you're not going to buy a house and rent it out in the current economic conditions with interest rates. It doesn't make any sense. Second, with the current inflation rate, it's likely that maybe you're going to lose your job or that your living costs are far outpacing your wage increases. So you need some sort of leverage. But instead of people sitting down and thinking for themselves, okay, this doesn't make any sense, they grab their phone and they consume. They swipe and scroll their worries away. So this is what I learned this week. That if you look around yourself, there are two types of people. One, the people that have leverage, and two, people that are suckers for the people that have leverage. It's quite simple. The people that feed the system, the people that give the consume, the people that make the Facebooks and the Twitters of the world valuable. Because without 99% sucking and feeding on this consume attention machine, it wouldn't work in the first place. So what I realized in the beginning is that you can sleep in your bed and you can make one K per day selling e-commerce products. But still somebody needs to produce them. You still need capital to buy it. And eventually I thought that if you use social media correctly and you build a brand for yourself, you can print 50K in one day. What now I'm realizing is that it's no longer about having a formal education. It's no longer about having a PhD or a master's in any subject. It's only about you being able to capture and monetize the attention of an audience and then use that as leverage. So if I keep doing this for one year, shooting and uploading 2, 3, 4 videos per week, in five years ahead of time, I'm still going to make money off this. And the only difference that I do, instead of sitting down one hour every evening and scrolling through complete crap on my phone, I'm sitting down and I am producing that content that people consume. And that gives me leverage. So thanks for watching. I had a beautiful week. Let's crush it. If this channel inspires you, let me know in the comments what else you would like me to talk about. That is leverage is one thing that I had to think about a lot this week. And I hope that this video inspires you to consume less and produce more.