we’re seeing companies going from startup to a multi-billion dollar valuation like inside of a year it’s an existential threat for the incumbents the world is very different today if you’re an entrepreneur than it was even 20 years ago we’ve never seen companies scale so fast but all of them every single one of them had this one common thing which was a purpose how do you decide what to say no to what fundamental problem are you trying to solve the MTP is the emotional energy that drives you it’s what keeps you going into your North star when things get tough and doing anything big and bold in the world is hard hey welcome to Moon shots and mindsets I’m here with my dear friend Saleem Ismael the co-author of exponential organizations 2.0 with me uh the first CEO of Singularity University and we’re going to be talking about something that just lights my soul on fire and hopefully yours as well which is the whole topic of having a massive transformative purpose as the Bedrock of of creating an exponential organization
[00:01:02] but before we talk about an MTP selem uh tell us what is an exponential organization and why the hell does it matter hey Peter so an EXO is a new breed of organization that uh allows you to scale the organization structure as fast as you can scale technology and pretty much all organizations in the 21st century will be built in this way and that’s essentially the definition I know and I want to just uh uh put an exclamation point on that these are organizations exponential organizations I mean let’s face it the world is very different today if you’re an entrepreneur or if you’re the CEO or a business owner than it was 50 years ago 30 years ago even 20 years ago right we’re seeing companies going from startup to a multi-billion dollar valuation like inside of a year we’ve seen incredible work we’ve seen companies like uh you know open AI basically just put the huge beths of Microsoft and Google and apple sort of
[00:02:01] on back on their heels what is going on what is different we’ve seen you know Uber and arbnb come out of no place and transform Industries not just a company transform entire Industries and these are the fundamentals of an exponential organization give me one more layer of definition of EXO if you would slim uh it’s where you can scale your organization as fast as you can scale technology where the marginal cost of Supply goes to New zero if you take Uber the cost of adding a car to their inventory is near zero whereas your if your hurts you have to buy a car and add it to your Fleet and do all the management of that asset and all that stuff and now we’re seeing entire uh Industries crop up where the marginal cost is dropping to near zero it’s an existential threat for the incumbents yeah and so in exponential organizations you know we talk about uh the 10 attributes uh that well studied well documented these are the attributes five internal five external uh that these
[00:03:00] exos have that you know if you’re starting a company uh you know by the way if you’re an entrepreneur trying to figure out what to do next uh you know beginning as an exponential organization from your birth as a datadriven experimental company with interfaces tapping into the crowd all of these attributes is amazing if you’re an old style company who is looking to transform yourself uh it’s hard but we’re going to talk about uh the incredible elements you know what I liken this revolution to is an asteroid impact moment all right you know 65 million years ago an asteroid struck the planet and the slow lumbering dinosaurs died and went extinct it was the very little mammals that could adapt to the rapidly changing environment they were able to survive and the asteroid that struck human humanity and struck the entrepreneurial business world is exponential or Technologies and they’ve caused such a flurry such a change you
[00:04:02] know we’ve seen all of these companies old style lumbering companies linear companies going bankrupt over the last number of years but that’s not the topic of our talk today the topic of our talk today is uh the underlying fundamental of an EXO uh called an MTP so the way this came about is um when we started looking at this new model new breed of organization and I just want to go back into history a bit when we were running onewe executive programs at Singularity University you and I were on stage Etc we kept getting this question uh okay after a week of a CEO sitting in the class hearing about these breakthroughs 20 Gutenberg moments asteroid impacts they’d go okay I get the disruption I totally got that what the hell do I do on Monday right and basically the book and the lecture and the thesis of anexo was the response to that question how do you adapt and organize for this in fast changing world and what we did was we scanned 200 of the fastest growing unicorns in the world world and said how
[00:05:00] are they scaling so fast how has Ted gone from a single conference to a global media brand in less than 10 years how is Amazon doing this uh we’ve never seen companies scale so fast and we looked at the characteristics of them and tagged them all out uh and Uber uses staff on demand and Airbnb is leveraging other people’s assets and there’s different characteristics but all of them every single one of them had this one common thing which was a purpose and we brand that as an MTP what is your massive transformative purpose Uber is that everybody should have a private driver Google is the most famous organized the world’s information ex prise uh Peter is yeah create a world of abundance yeah right so um go ahead yeah no it’s it’s it’s critically important and in fact I’m those of you who know me know I have an MTP for myself it’s to inspire and guide entrepreneurs to create a hopeful compelling and abundant future of humanity and I wake up every day in the shower I’ll say that two or three times
[00:06:00] through the day I’ll say it two or three times it focuses me you know we’re living in this world of so much opportunity right uh if you’re an investor or an entrepreneur or a business owner you’re being hit with deal after deal after deal all the time new technology new information New Opportunities I call it drowning in abundance and we truly are living in a world where there’s just more than you can possibly even absorb let alone take advantage of so how do you select what you do or don’t do you know Martin rothblat who is an incredible moonshot uh entrepreneur uh she’s on her seventh or eighth moonshot um I I remember she uh gave me a quote I’m going to paraphrase it she said you know the difference between successful entrepreneurs and very successful entrepreneurs is successful entrepreneurs saying no to many things and the most successful entrepreneur say no to almost everything and and that’s interesting right because um How do you decide what to say no to and it really
[00:07:02] is your MTP as your filter if you’re clear about the purpose in life you have that you wake up with and you go through the day you’re going to use that to parse like this helps me in achieving my MTP and this does not right well I I think this become you know we’re in a hyper volatile very uncertain world where things are changing dynamically and if you’re growing a company and you’re going super fast you have to be hyperfocused as to what Pro what fundamental problem are you trying to solve and the MTP serves as the tagline that guides the entire company because you don’t have time to get doing all hands and get everybody thinking along the same lines every day because the world is changing so think it becomes the a single point focal point where everybody can go okay that’s what we’re about and if some Junior manager somewhere is trying to evaluate two Alternatives which one fits the MTP better becomes the easiest heris stick
[00:08:00] in the world to go okay which one helps do that and then you focus on that it allows you to push that entire decision-making down into the organization we found it’s also incredibly good for hiring and retention because the younger generation is very purpose— driven um and it turns out it’s fabulous for uh uh in during periods of hypergrowth to keep everybody focused during these scalable periods so it turns out every single one of them had this uh MTP characteristic and the you frame it as Moon shots and you we should talk about the difference between an MTP and moon shots and Peter you’ve got I think the best clarification around that so I think about your massive transformative purpose we’ll go into more detail and I think every entrepreneur as an individual and every company should have a massive transformative purpose and it can be the same um uh or it could be different uh but your MTP is the canvas upon which you are painting your entrepreneurial world so my first MTP I remember it in my my early 20s it was to make
[00:09:00] humanitary uh Humanity a multiplanetary species it was opening up space privately that drove me it drove the first dozen companies uh that I started and then on that canvas of opening up space I took very clear Moon shots my first one was to build a uh an international space University which today is in Strasburg France ISU is doing amazingly well uh and so building that University to attract Talent from around the planet the next one was on making private space flight demonstrating private space flight which we did with the original Ansari xprize that was funded by um by Anu shanari and one by Paul Allen and Bert Rutan and from That xprize Grew you know the entire private space flight industry back when it was one in 2004 uh there were others Zog G and so forth so I think about the MTP is the emotional energy that drives you it’s what keeps you going it’s your North star when things get tough and doing anything big
[00:10:01] and bold in the world is hard and unless you have an MTP um driving you that emotional energy you’ll give up before you get there and so it’s that North Star it’s the emotional energy and then your moonshot is a very clear objective it’s like I’m going to do this by this and this is how I know I got there and this is how the rest of the world know I knows I got there yeah what’s your MTP Selen mine is to transform civilization um it’s a niche it’s a niche project Niche effort you know I’ve been I’ve been lucky enough to be at the Forefront of Cutting Edge Technologies plus I have a deep I have a diplomacy background my family was heavily into Foreign Service and helped in the independence movement in India so there’s some genetic um obligations there um and I find my Tony Robbins I remember once uh you brought him to Singularity once um and he took me aside and he goes you know there’s a lot of people that know that the world is
[00:11:00] changing a great deal and I call that the Ted crowd and I’m like okay he goes there’s a subset of that group that knows how broad and deep that transformation is and I call that the singularity group um okay he goes but there’s a there’s a the the people that actually know what to do about this I would put on the fingers of one hand and you’re one of those people so if you have any inclination in doing something about this don’t stop and I was like you know talk about being called to the mat and so I thought about okay um I I have this luxury of being able to choose anything what’s the biggest problem in the world I’ll do one more little segue here which is I you know I used to do these late night meeting of Life metaphysics discussions remember those we had a lot of long night so I I did I did uh one in Toronto okay um and my dad came to it he’s 90 years old okay so he’s sitting and somebody said to me hey I loved your tedx talk titled fixing civilization where I talk about the immune system problem and my dad hands go goes up and he goes can I Heckle and and we’re like I’m like yeah you know of
[00:12:00] course you can Heckle he goes totally disagree with your talk I’m like really do you not think we need to fix civilization I mean you know really and he’s like no the fixing part of course we need to fix it my issue is with the civilization part he said we’ve not civilized the world we materialized the world now we have to do the work to civilize it right it was like wisdom of the elders boom um I lost all credibility for the rest of that session because every time I said something they’re like what does your dad think and it really set me on a path going wow we we actually need to civilize the world and and so that’s where my MTP comes from is that fundamental problem of the systemic change of society that is instigated by this incredible 20 Gutenberg moments the asteroid impacts that is coming along and the book is kind of like the starting point and the model is the starting point for all of that a quick break from our episode on June the 6th selem and I are going to be running a free 3-hour workshop on how to actually build and design an exponential organization would love to have you join us if you join us on June the 6th first
[00:13:02] of all you’ll get free access to the book exponential organizations 2.0 access to an AI that we built that allows you to query the book and helps you design your exponential organization it’s June the 6th it’s 3 hours it’s free we’ve never done this before click on the link below DM addis.com EXO and join us all right now back to the episode so why an MTP matters so so the first thing in it’s really important if you have your MTP and we can talk about how you develop one I think every exponential entrepreneur and every exponential organization needs to have an MTP you need to put it out there it helps the world know what you stand for right um that’s critically important so if I said you know what is you know uh SpaceX is MTP or elon’s MTP I think everybody knows it’s get Humanity to Mars get your ass to Mars right or for Tesla it’s electrify electrify the
[00:14:00] planet the second thing and I think you know we’re still until we have AGI you artificial general intelligence we are still in a massive competition for talent and having a clear MTP helps attract talent to you and your company would you agree with that 100% and not just talent but like-minded Talent right you want people that are aligned and are interested in the same problem uh and I think one of Elon elon’s gifts is he can attract people that are all passionate about that particular problem and bringing them into one place amazing um the other thing and I mentioned this a little bit earlier is your MTP focuses uh uh your emotional energy and it fuels your moonshots I can’t I can’t stress this enough doing anything big and bold I said this already in the world is hard and you’re going to fail over and over and over again until you win and unless it’s driven some by some deep emotional energy and that emotion can be a positive energy like a like I want to explore or the universe or pain like I
[00:15:00] was hurt by this by this situation in our system and I want to solve it you’re going to give up before you get there and so you know another thing people to realize these moonshots are you know 10year Adventures they’re not overnight um this I I described this of MTP versus moonshop but let me give you this visual here um your you know your MTP is this canvas this large yellow uh uh area here and mine again was to Erse privately open space and then you take these moonshots on that MTP canvas you know one moonshot was building this International Space University another one was creating this $10 million prize and it really allows you to uh to implement your MTP in a very concrete fashion um mtps you know we we had this in uh in the first book uh exponential organizations uh the characteristics it’s massive it inspires you anything
[00:16:00] else you want to say about massive s um it’s massive it doesn’t have to be world changing it can be in as long as it’s massive to you it’s good enough right it could be changed in Industry which is massive enough uh but the bigger it is the more you’ll focus and the more canvas you have to play with in a sense right so the more massive it is the bigger the canvas you can dabble I keep on coming back to this emotional energy we’re humans and we are living an emotional life I got this from ton Robin is more than anything so it’s driven by this emotional energy it deep seated in you you’re it you know it wakes you up it keeps you going at night it occupies your shower time I like to say you know um this is something we didn’t have in the first book and I love this connection you brought to which is the connection to the emotion because we are biological creatures driven by emotion and it it’s that emotional aspect that brings us together as a tribe or as a community looking to solve a particular problem and so I I think this is so critical about how they think about
[00:17:00] problem solving going forward uh the next thing is you know for me you need to be committed to your MTP for enough time that you have a chance to do something uh you know we’ll talk about this a little bit you can have multiple mtps over time and I’ve evolved mine I’m on my third one now um but if you’re going to do something uh you know significant it takes time it doesn’t it’s happening faster than ever but I like to say you should be willing to commit to this for 10 years it may be that after 6 months you decide n this isn’t it I want to change it which is fine but when you’ve locked in I think there needs to be a decade commitment do you agree with that Sim yeah because it takes like 10 years to do anything meaningful um uh you know you often say it was like this was an overnight success after 11 years of 11 years of hard work yeah right um and it looks like it’s it’s a classic exponential you kind of plunder along all of a sudden it hits and everybody thinks you’re a genius and you’re like I’ve been working at this for like 11 years we should and it just seems it
[00:18:01] takes that long to solve a major people don’t realize oh my God elon’s amazing he’s become you know richest man on the planet and you know don’t realize that you know SpaceX is now 23 years old and he was in you know on the edge of bankruptcy in 2008 and every single story of every major success has gone through this um anyway the next one I have is you know a true MTP gives you or your company Focus to shoot for and that is one of the most valuable things is this focusing element of what not to do as well as what to do you know this this is worth touching here on when I looked at um I was the head of innovation at yaho running their incubator and we’re looking around and then Yahoo collapsed and we were doing Singularity and we look back you look at Yahoo Nokia Blackberry Blackberry for example never had an MTP right so they built this monster company the the biggest phone mobile phone company on the planet hyper
[00:19:00] successful but they didn’t have that thing that just kept them going and they basically lost interest and the whole company stalled and imploded and by the way sometimes it could have an MTP but it gets lost like I love George Eastman starts Kodak and the reason he started Kodak was to preserve people’s memories he didn’t start Kodak to be in the paper and chemicals business which was its profit Center and so when when Kodak actually invented the digital camera which was a much more efficient way to preserve people’s memories they didn’t take advantage of their own breakthrough and they it drove them into bankruptcy and Oblivion so you if you’re a founder of a company really instantiating like you know uh uh you know will SpaceX go to Mars even if Elon you know has an untimely accident right it you know this is such a critical point perod that that that you have to walk away from things things that don’t match the MTP right oh
[00:20:00] my God I have the times I have failed is because I didn’t do that 100% you know some a friend of mine said if it’s not a hell yes about something it’s a no yeah so make sure it’s a hell yes and it fits your MTP perfectly and it might be worth you telling the story of uh Elon and the Falcon 9 in the heavy yeah it’s a great story s so uh I had known Elon back in when he sold PayPal to eBay uh before he started Bas X and I was there in this old Hawthorne Factory when they were building Falcon 1 and when they finally got Falcon 1 uh their first launch vehicle after three failures right this is this is not giving up on the fourth attempt they got it successful uh uh they then won a contract for Falcon 9 a vehicle they had not built and when they won that contract for Falcon 9 he burned the ships he said no we’re going to stop selling the Falcon 1 and Falcon 1 we’re going to focus 100% of our energy on the
[00:21:00] Falcon 9 even though they had a working Falcon 1 that was in its own right a disruptive launch vehicle and it was it was doing great but they focused on Falcon 9 amazing it went on it’s now become the most successful by huge orders of magnitude successful launch vehicle on the planet I was having lunch with him I don’t know this is probably about 7 years ago or so now and he was really um he was upset he was bothered there was something going on I said hey what’s up and he goes uh I just figured out there’s no way that Falcon 9 is going to allow us to get our mission to go into Mars and we have to retool everything uh and what he was realizing was they needed to switch the entire organization from the Falcon 9 to Starship which is now you know uh beginning its launch and testing sequence and he said uh publicly that one Starship is operational we’re going
[00:22:01] to burn the ships again and stop producing the Falcon 9 and driven Again by that massive transformative purpose of getting to Mars and any sane entrepreneur I’m not saying that elon’s insane he’s brilant the same let’s just call it uh is going to you know you’re going to milk this you know this the most successful launch vehicle for the rest of forever I mean it would be there’s 50 countries would give their GDP to have Falcon n on their soil anyway that’s a great example of Focus right uh let me go to number five here uh an MTP feels true and authentic for you it’s got to you know when you say it it has to be ring true in your heart and soul as the CEO as the entrepreneur or as the head of marketing for a company it can’t be this madeup greenwashing you have to truly feel it what do you think about that one oh absolutely and it speaks a bit it builds off the emotional side right right if you have to wake up at 6:00 a.m. for 10 years to be able to
[00:23:01] solve this problem and if it’s not true and authentic and really a representation of what you were put on the planet to do then it’s never going to work everybody let me take a quick break from our episode to talk about something important for your diet now as you know I’m a huge longevity and health Champion part of my focus is on exercise sleep and diet and when it comes to diet I’m super careful on what I eat but throughout the day when I need energy I’m looking for a snack and one of my favorite options is macadamia nuts and there are four reasons I want to share them with you first macadamia nuts are high in monounsaturated fats which are the good fats for your heart it lowers LDL and raises your good cholesterol second they taste great and they’re rich in fiber which helps with digestion and gut health third macadamia nuts contain antioxidants and flavonoids which protect your cells from damage and inflammation and finally macadamia nuts
[00:24:00] have a low glycemic index which means they don’t spike your blood sugar they truly are the king of nuts I get mine from House of macademia which offers the best macademia nuts in the world they’re Source sustainably from South Africa they offer a huge range of delicious nutritious products uh including roasted and dipped macadamia nuts macadamia nut bars Macadamia oils which are actually better than olive oil for cooking if you want to try house some Academia products for yourself you can get 20% off your first order by using the code Peter 20 at checkout just go to House of macadamias docomo of macadamias tocom P20 and then again use the code peter2 to get that 20% off trust me you’ll love them as much as I do now back to our episode number six um I think this is important as people are crafting your massive
[00:25:00] transformative purpose it’s brief it’s easy to remember and recite you know when someone comes to you uh at a cocktail party and and says so tell me about yourself you know uh I will sometimes just break out my MTP and I’ll say listen I’m someone who wants to inspire and guide entrepreneurs uh towards creating a hopeful abundant and compelling future for Humanity and that starts a whole conversation and so it is the filter it does drive me um and you need to be uh able to remember it and it’s got to be it’s a it’s a meme virus that’s going out there with people know oh that’s who you are uh that’s what you stand for that’s what your company stands for uh totally agree um in my case it tends not to work that well uh because in a cocktail party if somebody says what’s your you know what are you about and I go I’m about transform they kind of mutter gently and kind of pull away cuz they cuz they can’t get their head around the scope of that right and I think the the but but in general you’re absolutely correct it has to be
[00:26:00] easy to remember and you have to be able to live it it’s like a it’s an abbreviation of even the elevator pitch of forget 30 seconds it should be 5 Seconds there’s one key point that I want to make and I don’t know if you have it on the next slide or not which is it has to be declarative right Google doesn’t say we’re organizing the world’s information it’s a call to action to the community saying organize the world’s information and we’ll give you the tool set and create an environment where we can you can do that and you help us do that and so it’s really important people often get stuck in what I’m going to do and it should be what what is a call to action for a broader Community to get involved in like cure cancer would be one you know uh what I want folks to remember when they’re working on their MTP and it’s not easy and people have worked for a while some people get it instantly some people know it in their heart and their soul already um but you know I Cur those people cuz it took me like 50 years to find my MTP and I was like why couldn’t I have this when I was five well and some and some folks do they know it from a child right I knew
[00:27:00] it from the first time I saw Star Trek and the Apollo 11 moon landing that’s who I am that’s what I’m going to do now I’ll come back to that in a minute because it’s while it’s still there deep inside me it’s not my current MTP um so there is no right or wrong answer and people are trying to find the right answer no it’s it’s what feels right for you what feels good the second is you know when you create your MTP um you can iterate it rewrite it experiment with it until it feels right and I tell people listen you got to you got to test this in the real world uh and you test it in a conversation with with uh employees that you’re hiring uh your marketing language for your organization you test it in um in conversation and if you’re proud of it you’re not embarrassed by it you’re willing to shout it from the mountaintops that’s when you know and then it can change over time so you know uh for a decade or two mine was about making Humanity m multiplanetary species and then I began focusing on uh my
[00:28:02] current MTP of you know inspiring guiding entrepreneurs to create a hopeful compelling and abundant future for Humanity and I’m now working into my third MTP which is to add uh you know Decades of healthy uh lifespan Health span onto humans um you know to make 100 years old and use 60 and that’s driving a lot of moonshots that I’m taking uh in this regard so um yeah so it’s for me that is uh some of the attributes I want folks to remember when they’re working on their massive transformat purpose you one of the things I did for my abundance 360 Community um uh selem and and making it available to the EXO community and folks listening is we created a a generative AI model to help people design their MTP right and um it’s available at uh DM andis.com MTP very simple remember and if you want to
[00:29:00] develop an MTP and I encourage folks to do that um go and play with it it will take you through a series of conversations uh and then it will Model A number of mtps and you read them and see what feels right it’s a pretty easy process and once you have your MTP there is another tool that folks can get at DM andis.com moonshot um I think we have moonshot or moonshots both go the same place uh and it will help you develop your uh moonshot and when you’re developing a moonshot it’s like the target you’re hoping to hit in 10 years um and I I’ll show a few uh a few images about that but it’s like you probably don’t know how to get there uh a if it’s truly a moonshot it’s hard it’s it scares you by definition it should you shouldn’t know how to get there yeah it scares you and it’s um it’s something which is pretty out there and therefore becomes uh a
[00:30:00] difficult objective uh you want to talk about Moon shots a little bit I do and and just MTP in general let’s finish up on MTP and we’ll go to Moon shot a little bit there’s a huge sea change going and it’s the same a tectonic shift between scarcity and abundance yeah um like if you take education all of our education for several hundred years has been supply side driven I’m going to develop the right skill set accounting doctor lawyer and engineer whatever and then you go to the job Marketplace and sell those skills in the job Marketplace and that’s how all of our education systems have built is a push model get your skills push them into the world okay and now we’re seeing things shift with the with the MTP tab concept and other things as to what problem do you want to solve and then go Acquire The Learning and skills and techniques and and capability to solve that problem and we’re shifting from the supply side to the demand side and we’re going to see our entire Educational Systems now transform based on what fundamental
[00:31:00] problem do you want to solve so this this goes way past just company building to a sea change and how what motivates Society I think in a broader way yeah I I I agree I mean listen I uh what I hope you know we have boys the same age um full disclosure Sim is Godfather to my two boys Jet and Dax uh who are who are 11 turning 12 and and your son Milan is is the same yeah and uh I what I want for them more than anything is to be clear about their purpose in life not my purpose not their moms not what their teachers tell them but to find something cuz when you’ve got that purpose um and it can be anything it could be a YouTuber could be a gamer could be whatever it is when you have that purpose it drives the self-learning desire which is extraordinary it’s so great to have that Gap you know I went to engineering school because my dad’s an engineer yeah I went to medical school cuz my dad’s a do yeah and then two years later I crashed out of engineering they
[00:32:01] literally kicked me out and said don’t come back uh thank god um and and I think now for this new generation they can grow up truly looking at who what speaks to them ra and uncluttered from some of the stuff in the past and I think if parents can give their kids that gift of just literally letting the child figure out and discover who they want to be and what their what MTP they want to operate on I think to be very powerful yeah so I want people to realize you can have a massive transformative purpose for yourself for your family or family office for your company even for your country right so I was meaning the prime minister of Greece and saying you know Greece needs to reinvent how the world sees it uh not just olive oil and shipping and summer vacations right so you know or you know something from 2,000 years ago so what is the massive transformative purpose a nation wants to have um IAL I was talking to one of the ministers in Greece and I said listen you were the birthplace of Education civics uh democracy Etc it’s time to take on that
[00:33:00] mantle again and reinvent all of that for this new millennium because we need it reinvented so that’s that’s what I threw out there okay great uh I think it should be the center of the advanced in healthcare but anyway it’s good Blue Zone so going back I mean an MTP is fundamental in fact I require all of the CEOs that I mentor and support inside of the abundance 360 Community need to have an MTP and a moon shot uh we do workshops on that before folks come to our 5-day uh Summit so that they’re seeing every I mean there’s such a dayou of information unless you’re clear about what to cherry pick right um what your eyes and ears are looking for uh then you’ll be overloaded um anything else on on MTP before I talk a little about moonshots I I want to mention the the business value here please okay so when we wrote EXO version one in 20 late 2014 uh a year later uh Paul pman who was then CEO of
[00:34:01] un pinged me and he goes hey I want you to come in and he had me come and speak to his top 200 Executives and after that they basically ordered every brand in unever to take on an MTP andb purpose Serv uh across the board um four years later Keith weed the CMO does a presentation and demonstrates that the five most profitable brands in Unilever are the ones that adopted it the most so we’re starting see the model bite because as a clear business heuristic when you can say to your user base your customer base your fan base that this is the problem I’m about uh it engages them in an incredibly powerful way so it’s not just for your company but it engages your community and it attracts the crowd and we’ll talk a little bit more about that as we get into that but it’s absolutely critical for a company to take that on I love that right and also inspires your employees to work harder it’s like I’m not just working to make another Buck I’m working to make the world a better place place and you can’t you can’t buy that level of energy from
[00:35:01] your employees and and also you know when they’re so many products out there that you know marketing is trying to differentiate them by brand color and so forth having an MTP and like when I’m buying this product I’m making the world a better place is awesome so let’s let’s look at moonshots and then we’ll we’ll cover off this one yeah so something really exciting happens when you start uh talking about about moonshots first of all uh moonshots truly got developed beautifully inside of Google inside of what’s called Google X and astr Teller who’s the captain of moonshots I love his title you know defines a moonshot in the following way it’s a huge business opportunity and intersecting with new exponential Technologies and a crazy idea that would be you know 10x your company so moonshot is not going a little bit faster as as Astro talks about it’s not a car that gets 50 m per gallon getting 55 m per gallon you can
[00:36:01] get 55 10% more by working harder little better aerodynamics or a little better you know tires whatever the case might be but if you want to go from 50 Mi to 500 m per gallon and I know I’m talking about gas versus electric here um you need to reinvent your entire car you can’t get there incrementally and it needs new exponential Technologies and it’s a massive opportunity so what we’re looking for in your moonshot and it again is this intersection huge business opportunity new exponential Tech a 10x not 10% and so you know the realization as well is that moonshots take a while uh here you know Apollo program took eight years um you know the xprize competition I this is where I jokingly say it’s 11 you know overnight success after 11 years uh SpaceX for its first launch took 7 years the Tesla Roadster 5 years Google’s of autonomous cars 13 years in climbing so um you know it’s
[00:37:01] not easy you’re committing for a while but the value is huge um and these come from astr teller uh we talk about them in our our book exo2 point0 that most of the world is working on 10% Improvement like I’m really happy if my profits are up 10% my revenues my you know customer base is up 10% but when you’re you’re working on 10x which is 1,000% it distinguishes you from everybody else uh that’s where you know SpaceX comes in compared to the old Aerospace industry as an example um when you try and go 10% bigger you’re in a smartness competition with the world right and it’s like everyone’s trying to eek out a little bit better product and service and your team is not going to win statistically against the entire world in a smartness competition but when you’re going 10 times times bigger it gives your team permission to really go after weird and
[00:38:01] crazy ideas and I like to say the day before something is truly a breakthrough it’s a crazy idea so where are you trying crazy ideas in your organization anything you want to comment on on either of those yeah no I think this is actually dead on you know when you look at Major breakthroughs throughout history it always comes from acrossing two very disperate areas right and it never comes from the 10% uh objective it comes from saying let’s see if we can do this with this and and being really nuts and that’s where every single major breakthrough in history has come from and so you have to do this in order to operate successfully in the world that’s coming hey everybody it’s Peter I want to take a break from our episode to talk about a health product that I love it was a few years ago I went looking for the best nutritional green drink on the market so I went to Whole Foods and I started looking around I found three shelves filled with options I looked at the labels and they really didn’t wow me so I picked the top three that I thought looked decent brought them home tried
[00:39:01] them and they sucked first of all they tasted awful and then second nutritional facts actually weren’t very impressive it was then that I found a product called ag1 by athletic greens and without any question athletic greens is the best on the market by a huge margin first of all it actually tastes amazing and second if you look at the ingredients 75 highquality ingredients I nutrient dents antioxidants multivitamins pre and probiotics immune support adaptogens I personally utilize ag1 literally every day I travel with an individual packet in my backpack sometimes in my back pocket and I count on it for you know gut health immunity energy digestion neural support and really healthy aging so if you want to take ownership of your health today is a good day to start athletic greens is giving you a free 1-year supply of vitamin D and five of these tribal packs with your first purchase so go to
[00:40:00] athletic greens.com back/ moonshots that’s athletic greens.com back/ moonshots check it out you’ll thank me without question this is the best green drink product the most nutritious the most flavorful I found all right let’s go back to the episode um the third attribute of why moonshots matter you know when you’re shooting for 10 times or 1,000% versus 10% growth there a perspective change right I use the example of you know going from 50 m per gallon to 500 m per gallon there’s no way to get there incrementally you have to start with a clean sheet of paper and so when Elon says we’re going to Mars um there’s no way to have gotten there with a partially reusable Falcon 9 it required a completely reusable Starship and and when you allow yourself that perspective change you can try a radically different approach it’s a perspective shift uh and and it actually is cheaper than trying to be
[00:41:01] smarter um and finally here uh and I love this when you attack a problem as though it were solvable even if you don’t know how you’ll be shocked at what you come up with I mean this is the idea if you shoot for the stars and and you end up with the moon nobody’s going to complain yeah right you you you’re going to make a massive Difference by accident somehow because you’ve at least gone for it for lot and you’ll uncover things along the way that you never thought existed I think it’s really critical to show the incredible uh experience chain that comes from solving a moonot right it’s there’s a completely different characteristic to it um can I show you a slide yeah of course happy all right let let me show you my my personal kind of crazy experience of this which was um a few years ago I took a Tesla and I drove from Miami up to Toronto and I’d stop at the charging stations and at the time the car drove itself about 35% of the time on autonomous driving mode destruction or Road cones would confuse it Etc and it was a fun trip and so on
[00:42:01] then uh 18 months later I drove it back um and so there’s the relative uh I was slightly more clever on the way back but look at that bottom row right drove it up 35% time when I drove it back same car same sensors is driving itself 80% of the time amazing like it’s like mors law on live action and that’s just better data better analytics that many more cars of the roads Etc but the thing that was really that hit me was the incredible transformative nature of this which was that I got into this car which was basically a first class train cabin it carries me across the country 80% of the time by itself and because the charging stations are free because of the promo that I got from I got the car Etc the entire trip of 2,500 km cost me zero right it was free so you’d want to kind of look at the massive difference of buying a combustion engine car and two toling along from pis having to focus on a highway Etc I get into this
[00:43:00] thing that carries me across the country for free and I ared more refreshed than when I left right and that I think is what happens when you go for a moonshot and you can make a radical thing happen you completely change the experience for everybody yeah you know to wrap this up uh again exponential organizations 2.0 uh fundamental to an EXO if you’re an entrepreneur about to start a company if you’ve started a company if you are running a company a business owner uh the very first step is what the hell do you stand for what is your massive transformative purpose that’s going to be the focusing uh of your uh everything do do not start a company without an MTP yeah and if I mean I’ve done I’ve done seven startups the four that failed were when I didn’t have a clear purpose yeah all right buddy well listen I I love my
[00:44:01] time with you excited to be launching exponential organizations 2.0 into the world and you know I think for us this is about helping entrepreneurs make a bigger dent in the universe helping uplift humanity and do things that matter more than ever you know with those mtps in place and the other 10 attributes and we’ll talk about those in other podcasts uh it allows you to take moonshots and make the world a bigger place better place anyway as always awesome take care pal all [Music] right