#221 - How to Make Millions With a Modern Day Infomercial

**Shaan Puri** (0:00)
All right, there's this amazing book called Getting Everything You Can Out of All You've Got. I read it a few years ago and it changed my life.
And the reason I loved it was because it basically talks about how to get and make more money using things that you already have. Coincidentally, today's podcast is brought to you by Business Made Simple. It's a podcast by Donald Miller, who I'm gonna tell you about in a second, but he has this amazing episode that's all related to this book and the things that I learned in this book. It's called How To Make Money With What You Already Have. It's an incredible episode. Talks about all the stuff that I learned in this book. The host is Donald Miller. I didn't know who Donald Miller was up until recently, but over the last 12 months, this is totally by coincidence. It was all separate people. They said, you have to check out Donald Miller. He's amazing. So I'm happy that he's part of HubSpot's Podcast Network. You can check it out, Business Made Simple Podcast. It's where he coaches you on how to build your business like an airplane, where the cockpit is your leadership, the body is your overhead, the right engine is your marketing, the left engine is your sales. You have to check it out. This guy's amazing. It's called Business Made Simple with Donald Miller.
I think if you're starting a media company and if I started it again, if you didn't go subscription first, you're an idiot and you're a fool.
All right, we're live.
So did you see I got Ariel Hoani to agree to come on?

**Sam Parr** (1:28)
I know. Good job. How did you do that?

**Shaan Puri** (1:30)
A friend, a good buddy of mine is like best friends with him. And I just begged him.

**Sam Parr** (1:37)
Your your outreach, I had never seen you try so hard. Normally, you're pretty cool about things. I don't think you really care with too many people.
But I can tell you wanted this one.

**Shaan Puri** (1:47)
I so basically for the people listening, there's this guy named Ariel Hoani. He's got a million followers on Twitter, so he's not like that niche. But basically, he's like the god of MMA journalism.
And the reason why he's interesting is because he just quit ESPN, where he was probably making close to a million dollars a year as a host. And he created a sub stack, his own podcast. And he's kind of building like a little media media empire.
Yep. And so we'll have him on and talk about that.

**Sam Parr** (2:16)
Yeah. And, you know, the thing that's interesting about him was he's been in it for a while. So like you have this phrase that you've said, like, niches get riches, basically, which is like, yeah, a lot of people are afraid to go into a niche market.
And is it niche or niche, by the way? I have no idea.

**Shaan Puri** (2:34)
Both can work.

**Sam Parr** (2:35)
OK, good. So, you know, a lot of people are afraid. Oh, is this too niche? And I think you have the opposite reaction, which is too niche. Fantastic.
At least that's my my understanding. You tell me if that's that's right or wrong.

**Shaan Puri** (2:45)
Well, it's the two things. One, when you whenever you start doing something, it's definitely better to start for a very small group of people and a very small niche and corner that or at least get big in that and then expand. Or the second thing is you can stay in a growing niche and grow with it. But, you know, start your start your business on top of a huge wave. For example, Twitch, video game streaming, super small niche. They never expanded, really, right?
It's still the same thing from day one.

**Sam Parr** (3:16)
They tried, but it's still, you know, dominant where it's just gaming.

**Shaan Puri** (3:21)
Yeah, and that niche has just they're in it. It just is no longer really a niche.
Or you have like an Amazon, only books. And then you dominate that and then CDs and then this and then this and then this. So, yeah, I think starting small is always the way to go or is often the way to go.

**Sam Parr** (3:36)
Yeah, I think in Ariel's case, what he did was I know he's a fan of I kind of want to ask him this. He's a fan of the NBA. Like he's a big basketball fan, but he didn't go for journalism, basketball journalism, which would have been a more obvious safe choice.