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00:00 - Chris (Host)
All right man, welcome to the show. This is Coach Chris, back again with the Starter Founder Roadmap and today's episode we got very special guest, anderson Salgado. I'm excited to interview this guy. We had a conversation already and I'm trying to save the best content for the actual show. So, anderson, welcome to the show.
00:19 - Anderson (Guest)
Thank you, sir. Thank you Happy to be here, as always, and you know, chatting with you last time was intriguing but we didn't even get into.
00:28 - Chris (Host)
You know, deep dive into the nitty-gritty conversations of, again, the everyday life of an entrepreneur like yourself or myself, so excited for, for what to come yeah, man, I find myself wanting to have more I would say real conversations about entrepreneurship, business, whatever it is, because when I listen to a lot of podcasts or watch the YouTube videos, even go to events, the conversations just really seem surface level and it's not really talking about the real experiences, the good, the bad, the ugly of being an entrepreneur. So, up until your entrepreneurial journey so far, what has been your favorite moment, the thing that you just will never forget? What's been that one thing for you?
01:14 - Anderson (Guest)
In truth and all honesty, God has a very funny and particular sense of humor, so sometimes the things that you see as the most painful to me have been the most rewarding in the long term. I give you a prime example. So again, we have a brief conversation on my background, but I used to manage the Amazon beauty category. A book of business of 2,500 brands, $1.7 billion a nice salary. So Amazon pays you well but doesn't pay you enough. It's like they keep you happy but not too comfortable, right. But again, full disclosure, when you're looking into salary and all benefits and bonuses, into salary and all benefits and bonuses, you're kind of booking somewhere around $220,000 to $250,000 per year.
02:13
So a nice, comfortable salary, but again, nothing that you're just going to go and buy your little villa in Italy, right. It's like you got enough but not enough to be too comfortable. And I got super excited to get to get recruited by amazon. So the process I don't know if you know anything of what they do, but 2015 I went through a series of eight different interviews, about an hour each, right so you get into it yeah bro, it's, it's nasty.
02:44
the preparation is right, especially at a certain level. So Amazon has like 12 different levels and each interview is compressed with individuals who are very analytical, like you know, like the nerds back in high school or in college. Those are the ones that are giving you the interviews right and they're very articulate, they put things well into context and the questioning has to be in alignment with what they call the 14 leadership principles. So each individual question is framed in such a way that if you have stories, you can get to the next level. You can get to the next level.
03:29
So what I did is and, by the way, I had two different interviews for two separate positions the first one I bombed. I did so poorly, so bad, but I had a cool story. So I got another shot at a different position. So the first one was more in the fulfillment side. You get like 400 people to work underneath you. It's like a leadership position. So the first one was more in the fulfillment side. You get like 400 people to work underneath you. It's like a leadership role. Again, I had a cool story, but it wasn't framed in the way that they like to position it. So I got another interview for the retail side and then I ended up getting it in the beauty. But going back into the interview process, you have eight different interviewers and they're just drilling you with questions and everything has to do in a position where you can answer the questions using their 14 leaderships.
04:14
And their 14 leaderships is things like you know, customer obsession, leaders are right, a lot et cetera right. So as long as you learn that and then formulate different strategies and stories, you can tell one story that has three leadership principles in it. So one of the things that they ask you as an example is they ask you things like tell me about a time where you use analytical data to make a decision that was favorable to the organization or the company. So then you kind of formulate your answer, but then you use 13 leadership for the 14 leadership principles and you can use three of them to answer that question or another one that you may have Okay.
04:57
So that was extremely rewarding. To go through that process, get hired, nice salary. Again, I'm a military guy. I came from pretty much nothing. I enlisted in the Marine Corps at 19. So to go through all of that and be the first one in my family to graduate from college and then get a master's degree, that was rewarding. But the Amazon portion was extremely rewarding because I'm like, hey, I made it, but then I quit two years later because I'm like, hey, I made it, but then I quit two years later, and that's a crazy move.
05:28
It's a crazy path Because after it's a risky move.
05:32 - Chris (Host)
Oh my God, because, after going through eight interviews, I would think it would be something where, like, I, got to be here for at least five years minimum. Because eight interviews are an hour each and I've always heard that the interviews with Amazon are like really, really intense and it goes deep. So I have to know what made you leave Amazon, like something that you coveted so much, that you went through so much to get. What made you leave that position?
05:57 - Anderson (Guest)
Yeah, the process when, where I was working with Beauty Brent, by the way I didn't know anything about beauty, right, I came from the military, then I did government contract and I got my MBA. But what Amazon does is they don't place industry leaders in a position. What they do is they I'm sorry they don't hire based on industry, they hire based on capabilities. So if you are example, if you're in the music industry, and they may hire you for a position in the Amazon music category, but they may put someone who has never done anything related to music but is a data analyst into that particular position because they want to coordinate what analytical data does in the music industry.
06:44
So they hire primarily based on capabilities.
06:48
The reason why I quit is because I helped a brand, while I was on Amazon to excel, go from 13 million to 22 to 35 in a process of two and a half years, and I saw them exit for 400 million.
07:03
And I saw them exit for 400 million and me very naively, but again with a level of risk and adventure, I said I'm just going to do that outside of Amazon, because when you do it on Amazon, right, it's rewarding, but then you just move on to the next task. There isn't anything where I can go and say, hey, I helped this brand do X, y and Z, and Amazon's like yeah, that's your job and that's within the parameters of your position. So there isn't anything where you can go and boast about in the near future other than saying you work for Amazon, but at the end of the day, they're going to switch you from positions in 18 months. So amazon does a. Every time that you go in a position 18 months later they switch you somewhere else. So you don't become a subject matter expert, so it's not people dependent, it's process dependent.
07:58 - Chris (Host)
So they don't depend on any personnel, they depend on the process that that personnel has built it's so it's a very interesting, it's a very interesting community and and and that company, bro, it's, it's insane I don't think that's necessarily terrible, though I kind of like the idea of having a lot of people that are brought in based on their skill set and not because I think when you label it to just experience in one particular field, that's when when it gets really really hard to fill positions, because it's only so many people that have experience at this really high level that are doing this. But if we more so focus on people that have skills to get this job done, we have a multitude of people to choose from, and then I think it makes it easier for newer people to break into things, versus you're only looking for people that have been doing it for five or ten years, but I kind of 100% make sense.
08:47 - Anderson (Guest)
100%. I treat it as an as the following analogy right, let's let's say hypothetically, you are a track coach. Right, and you can apply this to any leadership position in any level, in any company. But let's say that you're a track coach, so you're scouting for kids to go and be part of your track and team, to go and be, you know again, state champions.
09:13
And then you have two kids one who has all the form and crosses the line in good timing, but he's like breathing normally and he's like with the same position and you know the strikes are pretty symmetrical and the distance the dude covers is, you know, right on target, and you're like, okay, this dude has been trained and he finished in again 5k, hypothetically, again 15 minutes. And then you have this kid right behind him who finishes in like 1505 and he's dying. He's dying, he doesn't know the breathing and he just got and finished that you know end line or he crosses the line and you're like, man, this dude is dying. Which one do you get to your team? The guy who just finished flawlessly, with the right rhythm and the right breathing mechanics and everything else, or the guy that is dying?
10:13 - Chris (Host)
A question to you I mean it's funny because I think you can choose both, because the first one is the guy that finished with no problem. You can see he get the job done easy. I'm bringing him on my team because he clearly proved himself that he got it. He got what's necessary. But I like the guy who finished second because even though you're exhausted, even though it was hard for you, you still figured it out. I have a respect for those kind of people who can go through their hardship and the difficulties.
10:41
Even with something like running a mile and they still get the job done. Because that person, if they have that dedication to finish the mile there you can probably teach them a lot of other stuff. It's just that heart. You can't teach that. You can't teach that.
10:53 - Anderson (Guest)
Well, here's the thing that heart, you can't teach that, you can't teach that. Well, here's the thing, you're right the grit, the heart. He's also not trained and he finished around the same time as the other guy who's trained. So the question is, what is the potential of the second guy who has not been taught anything and he doesn't know the mechanics, if I teach him something? This dude got similar timing as the other one and he was dying, but he hasn't been trained on the matter.
11:20
So like, if you're looking at two different candidates, that's the like, the Amazon methodology, right, they hire on capabilities to finish that race in 15.5 or 15 minutes and five seconds. And the other guy who just came flawlessly and he has all the accolades and the repertoire and the experience, but he kind of got the job done, that dude is going to jump into something else versus the other guy. Just put his heart and soul into that particular position to finish at 15.05. So that's the mindset right. And to me I grabbed that same mindset. It's like I got the capability, I got this job. Yeah, I've done it for two years and some change, and I was able to go from nothing to helping a brand get acquired for 400 million. I'm just going to do it on my own.
12:14
People thought I was crazy bro like you know, like my family, was why you're gonna go and leave a job that job security. Right, because there's no job security but job security that you worked so hard to get, that you had to have certain again degrees and pedigrees to get it and you're just going to leave it. I'm like I know. But I just know the potential. The potential out there is so much bigger. Even though I'm going to struggle at first, the potential on the outside is going to supersede any opportunity that I have on the inside. So that was my thought process.
12:51
I started with just one brand. I was again financially struggling, from going to a nice salary of 250 to now making 40 or 50,000 a year, again, again. My family thought that I was insane. But but to me was what is the plan? And if the plan is to work for a company for five years and or be at risk that they're going to fire you at some point, I'm still putting 80 hours a week, I'm giving this company all I got and I'm going to be switched positions anyways.
13:22
So there is no job security. I'd rather do it on the outside and not have that job security, but find the freedom and the love of the art of doing something new than doing it for somebody else. So that was my thought process At first. I'm like man, I think I made a mistake. But as it plays out year after year, I go okay, I get it. I know why I did that and I know God put me in that path so I wouldn't be constrained into again that company that could have fired me two months later, I don't know. But again, that's a risk. I toot.
13:57 - Chris (Host)
I have to say I like how you proved yourself at the job first before you went and started the business. I've talked to a lot of entrepreneurs who jumped. I even mean myself. I jumped into entrepreneurship in my opinion, a little too fast, because I've been doing this since middle school days. So as the internet took off, online business took off, I decided I need to just jump two feet at first into this, and I like how you were smart enough to stay at the job and you prove yourself there first and after you got that proof you were like all right, that's enough and I'm gone. So in that first year to two year frame that you're out of Amazon, you're doing your own business. Like what was that experience? Like Terrible terrible.
14:38 - Anderson (Guest)
So I left Amazon 2018. And again, at the beginning was just one brand. I was able to recruit one brand and I was just working with that one brand, putting again the same amount of time, 80 hours a week, working from a little office in in seattle. Uh, my kids at the time were sharing a bedroom, again going from a nice little salary to to an apartment where both my boy and my girl were sharing a bedroom. They were still little, so I it didn't mind, and I'm working in this pretty much closet and we've heard it over times like, okay, this guy went and he was in the garage, or like he was sleeping from his car.
15:19
All those stories are are nice because then they build up and when you see the guy who has now a lot more than what he used to have, and you're like, okay, he did something, but he was man, he was lucky. I mean he was lucky. I mean he paid, somebody paid for his college or somebody. Well, the Marine Corps paid for his postgraduate degree. Well, yeah, but like I had to pay. So everything comes.
15:46
I see things like in a very analytical way in ones and zeros, right, so it's inputs and outputs. So the reason why I was terrible is because, while you live it and you're like man, I'm maxing out my credit cards, I got all this crap on top of me. I'm living in Seattle, a very expensive city. At the time I had a Lexus, and because, again, I had a very nice job at Amazon, I'm like I'm going to treat myself and buy a Lexus and then I, after I leave Amazon, I said to myself I can't even pay for this Lexus, right? So I sold the Lexus. I think I even lost money on that transaction and I was just taking the bus, bro.
16:29
it was bad. I remember it like I bought a bike and I would just go anywhere around the city in Bellevue, seattle, on my bike. My ex-wife at the time had a vehicle, so we would use that, but anytime that she's driving the kids to school or anything like that, I was on my bike and it wasn't as bad looking back into it. But while you're in it, I mean I'm sure that you have some entrepreneurs right now that listen to your show. Like bro, I just need some light at the end of the tunnel. While you're in. It is bad, oh yeah, but a good lead. A current colonel rogers back in the marine corps. He says something so wise to me, so profound but so simple. He said at the time I was going through some issues with some of my marines and some of the mission wasn't clear enough and you know I'm expressing this to leadership and he said he said the following he's like Marine if you're not getting shot at, if you're not shot or getting shot at, everything will be okay.
17:32
This is the same analogy as this, too, shall pass Right and dude. I just sat back and I said to myself he's right. I mean, I'm here complaining about a mission that we haven't even gotten into. It's going to get bad, but I'm not getting shot at.
17:49 - Chris (Host)
Like I'm not shot right now.
17:50 - Anderson (Guest)
So it's not as bad as we put it and he won't be as bad as he will be Like. This is the worst part. And then he goes. It's a roller coaster. Sometimes you're good, sometimes you're bad. But I think, to answer your question, it it was. It was very degrading. I saw it as a as a degrading. You know face in my life. Well, I'm like man.
18:17
I had a nice salary, I worked for a good company, I had all these things. I helped a brand exit for 400 million. My assumption is that they were going to go and hire me to do it again for their other brand. That didn't happen. They just sent me a bottle of champagne and a box of chocolates. And I go this bastards, this cheap bastards, right. Chocolates. And I go this bastards, this cheap bastards, right. But. But. But I knew what my mission was.
18:42
So to to to any of your viewers who are going through it right now, bro, I would just say what's your input and what's your output. What's the result that you want to achieve? Right Is there. Is there what you want to achieve? Have a financial, have financial freedom, have a good life, be able to travel every once in a while have your kids in a good school and live in a good neighborhood, then that's good, right? Yeah, simple.
19:07
Not everybody is going to be a billionaire, right? Not everybody is going to have a Ferrari, and I think expectations need to meet reality. I tell my wife now I was like I don't want a Ferrari, I don't want a Lamborghini, and not because I wouldn't want to drive it, it's because I don't want the headache to deal with a Lambo and put 200 bucks in gas and only get 50 miles out, or you know, I just don't, it's not in me. So I would say, while it's bad, just look at what your end goal is and then look into your inputs and outputs. How much time are you putting in to achieve that goal and what really is the realistic output that you want to achieve? You can't work four hours a day and try to be a billionaire, right, it just doesn't work.
19:53 - Chris (Host)
And what I try to tell people is to do that kind of work through sprints. I talk to a lot of founders and my advice is always like when you're producing for your podcast or your content and sprints, like I'll have a two week time frame where I'm doing a bunch of interviews and then I'll have a month where I don't do any interviews, and doing it at that pace makes it so much easier to do high quality content to market the content better.
20:20
So I think the whole work, non-stop culture that it's kind of been perpetuated by people like gary v or some other business I worked with him for a year, so I know yeah, see, it's like like, I know like that dude is insane.
20:35
Stop and I don't think most people are built like that. Number one, number two. I just don't think it. For me personally, it doesn't make sense because with me having my kids and stuff, I'd rather prioritize them and what they want and being with them over. I'm going to just work every day, nonstop, as much as I can. If I have to choose, I'm choosing my family every single time, for sure.
20:59 - Anderson (Guest)
A hundred percent and look look at again. Gary v loved the guy, worked with him for a year in new york that's kind of when I saw a little light at the end of the tunnel had one client. All of a sudden I'm getting a lot more. And then a friend of mine is like bro, you've been featured in bloomberg and business insider. Come and talk to gary v I didn't know who Gary Vee was at the time, by the way, this is like 2018, 2019. And I said to him I was like no, bro, I'm busy, but the lifestyle that those people choose is again driven on that same approach inputs and outputs, right. So they're putting insane amount of time and effort and the output matches that insane amount of time and effort. So it's a trade off, right? It really?
21:47
I hate the analogy people use. Or the quote is like oh, life is a balance. Well, like, if it's a balance, that means that you're trading certain things right. That means that you're trading certain things right and it can be a balance because if you have too much work, perhaps you don't have enough family time. Too much family time, you're not putting enough work. If you're traveling too much, you don't have enough money. If you have a lot of money, you don't have a lot of time. There is a trade-off. The good dynamic that I like to see is harmony, and this is not my words, is Jeff Bezos words, but he he used to so eloquently. He said that we like to achieve a level of harmony, and harmony is sometimes for some people perhaps you're not one of those they value more their Bugattis and their Ferraris and family.
22:44
I'm not one of those guys, I'd rather go and see you know my kid play soccer and be there for him when he gets out, versus buy him a PlayStation because I was traveling and just to make up for it, I have the ability to buy whatever the heck I want. I think you know, again, putting that, that, that value and what you and what you really want, makes a lot more sense. And I think we're we're unfortunately a lot of entrepreneurs of today. They, they get, they get driven on that flashy lifestyle.
23:19 - Chris (Host)
Yeah, man, it's easy to get caught on it. It's so easy, bro, so easy when you look at anybody successful in front of you. That's doing what you want to do. That's usually what they show. It's the lifestyle and, like I don't know, I wish some people could actually experience it so they could see it's not all just cracked up to be, I don't know. I wish some people could actually experience it so they could see it's not all this cracked up to be. I think that would be a good TV show of just letting people do the Eddie Murphy trading places go to the other side and see what it's like. Then they would see. I don't really like this as much as I thought I did.
23:51 - Anderson (Guest)
Maybe you have the lifestyle and your kids hate you, right? We see that in celebrities all day long. They have everything but they don't have anyone. Or they have again they have a beautiful home in the Hamptons but it's only full of servants. There isn't family or kids running around.
24:13
So the idea of this whole entrepreneur lifestyle, to me at least and I tell my wife this all the time is I wanna have the ability to have FU money where I don't have to work but we're still working and we're still humbly putting our time. So then we can grab a lot of that time and extra funds that we have and put it into a different cause, whether it is, you know, giving time to the church or spending time with the family or helping our community. Those are the things that to me, are more valuable. And again, I'm not trying to be a philanthropist, right, but at the same time I think that the entrepreneur spirit is driven on that meritocracy factor where, hey, based on your marriage, you're getting value added, whether it is a nice house or a nice car.
25:05
But a lot of us get caught up on that flashy lifestyle. It's like man. I really wish I could fly to Europe on this trip in first class. It cost me eight grand, but then you go. But then you go. Why, like I could grab that eight grand and take my family in a cruise right?
25:25
I could grab that eight grand, and you know put it in my kid's college. So it's just, it's a different mindset, bro.
25:31 - Chris (Host)
I think, if you're going to do it, though, I do think it's healthy for entrepreneurs to have like that, like one or two good ways they celebrate and then you splurge on that, like that's the best way A good bottle of wine will do.
25:45 - Anderson (Guest)
Yeah, something like that.
25:46 - Chris (Host)
Like, figure out your happy medium in terms of, like, what you can afford and what fits your celebration, like whatever you're celebrating, that's just. It's such a sweet spot. I started doing this like two or three years ago. I mean, my thing is I go to nice hotels, so I just like to try four or five star hotels, like travel room service, whatever the amenities are Like, that's just my thing. Amazing, super simple. You can do it pretty much anywhere you know, and then it's just relaxing. It don't take a lot of time and energy, like I think everybody has to find their way to celebrate themselves especially as entrepreneurs.
26:34 - Anderson (Guest)
But make it align, make it where it fits. Like you said, don't take $20,000 to go on a trip to Europe, and you could have did something. Or buy a Fendi purse for your wife. Come on, man. Well, I love what you're saying, because my wife and I are adopting the same thing.
26:47
So we do the 7 routine. I don't know if you're familiar with it. What's that? We do a nice trip, whether it is internationally or we go, you know, and take and treat ourselves. So the reason why that works, at least for us, is because you're constantly thinking and and and, constantly engaged in some sort of new adventure. But you're also constantly engaged into having dates with your wife, right? So every every seven days we have a cheap date. So we'll go to the park, we'll go to the movies and we'll go have a drink and watch the UFC. We do something together that doesn't involve anybody else.
27:26
Every seven weeks we go away. So we're here in Salt Lake City, we'll go to Park City, or we'll go and do something else, or we'll go to Phoenix to visit family, or Vegas to visit family, and then every seven months we're doing a nice trip. So we normally go in March to Italy because we have a trade show in Italy, in Bologna, called Cosmoprof, so we'll go there. And then we have another like so we'll use that same trip for business and then we'll add a few more days for ourselves. So that's our seven day, a seven month trip.
28:00
So I think, if everybody has that same mindset in business, it's like, hey, we achieve a new goal, we had new sales record, we did this, we did that. Then you have your 777, right, it's like, okay, if we achieve this in the next seven days, guys, we're going to go and have a drink at the bar. Or hey, guys, if we're gonna do this, everybody's gonna get a starbucks you know gift card for 50 bucks. Yeah, yeah, something, something that is cheap and it gives you that like rewarding methodology. And then the other one is the seven weeks. There's a bigger project. Okay, we gotta land this client, or we gotta sell this many homes, or we have to do this many podcasts. Then you achieve that and now you treat yourself with, perhaps again a night at a nice hotel locally, and then you do the seven month. So I think, if, if, if, we can implement it for our relationships, I certainly think we can implement it for, for our staff and for and for our personnel.
28:55 - Chris (Host)
Wow, that was a good breakdown. I never heard of that. That's good, see. This is why I like having conversations that are kind of outside of business, because sometimes we get so deep into the weeds of it that like it just it to kind of see things from a different perspective, a better point of view. You get better ideas and it just flows a lot smoother than if you're constantly just beating the dead horse every single day. It could take a lot out of you. So that strategy of just taking a break, man, it really, I think obviously helps avoid burnout too. So, like, I just think taking a break sometimes is exactly what we need, is to literally do nothing. Like doing nothing sometimes is the best thing it's crazy as it sounds.
29:44 - Anderson (Guest)
Have you heard of the new trend? Uh, it's called, and excuse me, it won't curse, but it's uh called rod rod, oh yeah when they're like on the plane listen, bro, there there is actually some scientific approach to the whole thing where you're kind of leveling your, your, your secretion of dopamine.
30:04
So it's like you're not doing anything, you're just being. We need that man, whether it is a walk in nature or take the dog for a walk or just a picnic at the park, something where you're just completely away from electronics and emails and text messages. I think we need it and I agree with you. Sometimes you just need to deviate from the whole saturation of business content. I watch so much of it that sometimes it's like man, this dude is saying the same thing. He's just like oh, it's like the way that you do 10K a month is by blah, blah, blah, bro. Sometimes you just need to stay within your parameters, like if my grandpa used to always say hey, son, you want to sell milk, sell milk. Be the best milk salesman there is, you'll make it Like if you think about from that perspective.
30:58
It's like, bro, I've seen friends who are in the construction business today killing it, Like, absolutely killing it. I see a buddy of mine who's a plumber. He's like, bro, I got too much work so I'm like, okay, there is a level of putting again the effort, inputs and outputs. It doesn't always have to be this grandiose idea of how they portrayed online and podcasts. Sometimes you just got to get to work, put some extra hours, think outside the box and cut your expenses a little and you'll be all right.
31:35 - Chris (Host)
Right. So, man, this was such a good conversation. Anderson, let people know where they can find you and support what it is that you're doing.
31:43 - Anderson (Guest)
So I am in Trisbellcom, so T-R-I-S-B-E-L-L is a combination of my two kids, tristan and Bella. So, trisbellcom, email me at Trisbell Anderson, at Trisbellcom Sanchezvillecom, and also go into our website and there's some forms in there. If you ever want to work with us, we primarily focus on Amazon optimization, branding and sales. Again, on e-commerce, we have a few other projects. I'm away as much as possible from social media. I think it's a distraction, so I recently deleted my entire IG account and it's liberating my friends. So, again, if you want to get a hold of me, primarily go into the website and fill out a form or email me directly. And, yeah, happy to work with anybody. That is part of your show.
32:25 - Chris (Host)
All right, man. Thank you for being here Such an amazing guest. Thank you, buddy, I appreciate your time, you.