Believing in yourself is the key to any kind of success. However, the people surrounding you are also key to how your goals will be achieved. In this episode, Brendan Meyers interviews Todd Abrams, the CEO of Icon Meals – one of the leading prepared food companies in the world – and the host of the podcast “The DadBod Show.” Todd talks about unlocking our true potential and walks us through his journey to becoming the entrepreneur that he is today, adding that it is important to have every single moment that you have aimed towards enjoying life to the fullest and not suppressing the fun factor. He shares the secrets as well as his adventure in building his unique company.
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Unlocking Your True Potential With Todd Abrams
Move With Power
We have an incredible guest. First of all, if you are new here, definitely check out in the description. We give you seven incredible free gifts when you review the podcast on iTunes. It’s got to be on iTunes, make sure it’s on iTunes. Click the link, put your email in and give it five stars. We appreciate that you get meal plans, you get the Business Builders Checklist. I developed them myself at my Abbott program. Tens of thousands of people have followed that. It has incredible results. Make sure you check that out. Check out CreateU Nutrition. It has officially launched. A lot of influencers were developing some incredible products. Greens Powder is one of the main products that we are gung-ho about. Todd Abrams, what’s up?
I appreciate you having me. Thanks for coming on.
I’m super excited for Todd to be here. Todd and I have known each other for quite some time. He is the owner of Icon Meals, a network that stretches beyond anything that you could ever imagine. He’s a great family man. How many kids do you have?
I got three. It’s all good.
He’s also shredded, so that’s also a plus. You wake up every morning at what time?
About 3:00 to 3:30 every day.
Every day at 3:30 AM, not PM?
He takes care of a thriving business, his family, everything. You’re actually the godfather of Michael Hearn’s baby.As you grow, there's always going to be someone who wants to come after you for something. Click To Tweet
It’s an incredible experience being part of that for them. It’s life-changing.
We’re on all audio platforms, Spotify, all of that. Definitely check us out there as you can see, or hear, he’s trusted. He’s developed something with so many people. I wanted to bring them on here to fucking chat about how you even got to where you are now. Let’s start off with that. How did you even develop Icon Meals? Can you even say how many meals per week? Do you mind saying that?
We went into a new facility and in that facility, we have a lot larger capacity. For the past few years, we’ve been doing roughly 50,000 to 60,000 meals a week. That was based on total max capacity rate, people sitting on top of people. We went from roughly 12,000 square feet to the new facility is 31,000 square feet.
It’s big like my house, minus the zero.
In that space, with current technology, we can do probably 200,000 to 250,000 meals. We’re not there yet. We’re hitting on still at 50, 60 quite a few different things that we could not do in the old facility, based on space constraints that are being spun up and teed up. That is in the works but I definitely have the capacity to grow.
Where were you before Icon Meals?
I’ve always never worked for anyone. I don’t know if I’m even employable, but from that standpoint, been entrepreneur, had three other businesses. The last business I had before, Icon was called Layered Technologies. Had that for fourteen years. I was in the software development data center space. Everyone probably knows WordPress. We were the guys that originally started hosting WordPress back in the day. They had two servers when they started with us. There’s lots of stories there. I had that business for fourteen years. My passion though is more in the healthy fitness space in different things. I’ve competed in Men’s Physique, got my Pro card in 2012. My wife is big in the yoga space, has also a healthy lifestyle and vegan.
From that standpoint, I had a couple of friends that owned another meal prep company and I didn’t exactly like what they were doing as far as the ingredients and how they’re made in different pieces. From there, we came up with the concept of Icon. We wanted to do kept doing custom meals as you get today, building them to your requirements, what you like, what you need for your diet. Fast forward, I met Danny, who’s my partner. Danny was the executive chef at Omni hotels in Dallas for quite a few years. He’s been a culinary guy all his life. He grew up in that. I put him up against the best of the best as far as culinary side, recipes and stuff. It’s worked well with him on the kitchen, recipes and ingredients and me on pretty much the front side of the business.
You’ve developed all of these different things. How do you organize your life? You have all this stuff going on and people I’m sure are like, “How did he do this? He’s very successful.” How do you organize all this stuff?
It goes back to priorities and different things where a lot of people say, “I don’t have time to do this and the time to do that.” I have a mindset the same as you pretty much. There are no excuses. It’s whatever it’s going to take to get it done. That’s always been in business. People say, “How do you work at and why do you get up?” People say, “You’re selfish working. You’re selfish doing this,” but it’s not. I wake up at 3:00 AM and to me working out, I call it my therapy, but it’s also my stress relief. It’s also the time before my family gets up. I need that to be a better individual so I can be better for my family. I can provide more value to my people at work and be present not only to my family, but my work. That’s a key thing. Going back what my priorities and goals are, people say, “There’s balance.” There’s no such thing as balance. It’s what are your goals and what are you driven by? We talked about this in the gym. You’re like, “I don’t need people telling me, ‘Do more sets and stuff.’” It’s internal motivation. It’s the same with me. I set my alarm every day. I set it at 3:00 3:15 and 3:30. I woke up at 2:55, it’s automatic. It’s a bad thing when I’m on the West Coast because I’m up before 12:00 or whatever.
What time do you usually go to sleep?
Here’s the thing, which is weird for me. I have a nineteen, fifteen and three-year-old, so there’s a big gap there. I try to come home every night when I’m in town by 8:00 and put him to bed. When I put him to bed or whatever, I end up reading the books and then I’ll fall asleep. I get two hard hours in his bed if my wife doesn’t wake me up. When I wake up, maybe I’ll go back to bed. I got two hours there, so probably five to six hours a night.
Can you function off of that?
That’s what I’ve always done. For me, if I’m sleeping for seven or eight hours, I feel groggy. Even when I’m in the islands, we were in Saint Lucian, I’m still getting up and trying to make myself sleep until 5:00. That’s me but I’m a guy that I feel like I get my best and most valuable content in different things. If I can do all of our podcasts and a lot of things with different people at 4:00 or 3:00, I would do it. For me, if I’m not going to the gym at that time, I’m going to knock you content or knock you whatever lists and things on my power list and stuff for that day first. I feel like I get a lot more done. Before even anyone gets into the office, I probably get three to four hours on them before going there.
I love what you’re doing. You said powerless and I want to get to that and second. It’s prioritizing and making sure that if you’re the boss, if you’re the man or a woman in charge, be ahead of the game with everyone else so they’re not surprised. Your employees aren’t surprised or are your team members. When you get ahead of the game, you know what’s coming for the day, you know how to structure and make sure that if anything does go down, I’ve already seen it three hours earlier. I know what’s going on or whatever and that’s important. What is this powerless that you said? Explain it.
A lot of different people use the term like they have a list or whatever. The powerless to me is getting three to five essential things that I need to have done in my business or my life. By the end of the day, that moves some needle forward. It’s not a task that I’m checking off. A lot of people get stuck. It’s the same thing as they go to the gym and they go see the reps because they’re going through the motions. They write down, five things or ten things on a list every day. They start checking them off and they feel like they’re accomplished, but did it move your business or your life or some piece forward? The things that you have to get done before the end of the day. You’ve got to win if you’ve got them. It’s accountability, responsibility, grading scheme but also it’s a habit. I’ve always had some list. It’s been refined over the years. Those are key things that allow me to make the needle move every day. If you’re not moving forward, you’re either stipend or you’re dying. That’s a big part. I’ve had that for a long time.
I like it. It’s like S’mores, you heat some marshmallows and it tastes good. There had to be some hard times in your life. What was the biggest shift in your life? There’s something there.
There are few things. I’ve had a couple of different businesses. They have all been self-funded. I’ve gone through the raising hundreds of millions of dollars and stuff as well. I guess in my first business, one of the big shifts was I had a billionaire partner and he was like a second dad to me. He passed away in 2007. He’s a healthy individual but had an oversized heart. They call it the silent killer in a lot of athletes. It’s too much muscle around your heart. You don’t even go into cardiac arrest, it over floods. He passed away in his sleep. That was a turning point for me because a lot of things that I learned in business, I built up to that point where I didn’t have contracts in place. I didn’t have a lot of different things.
I had a business and it was going well and all of a sudden when that happened, he left his 27 and 30-year old children with a few billion dollars. He was my partner. They were funding the business and a bunch of different things happened. I had to bring in venture capital and all this. It’s a totally different shift. That’s one thing that made me step up and perform more in different areas and look at all the aspects of not life and not friendship, but businesses, business that was a shift for me. When you tell a had a few hard times, as an entrepreneur, depending on what you get, it’s hard times. I put a little video up, I do these little 30-second, three-minute videos in the morning, rambling. One of the things that somebody said to me the other day was, “Life’s so hard.” I’m like, “It’s so hard compared to what?” You’ve got a roof over your head. You woke up today, you’re blessed. You’ve got a job. Define hard.Fun is a big component to success. If you are not having fun with what you do, you won’t have that drive. Click To Tweet
I’ll give you an example. We had Layered Technologies for several years. I got into that in 2014 when I started Icon Meals. We were talking about a support system and stuff and risk in different things. My wife, I told her, “I’m going to start another business.” We sold this. If you backtrack fourteen years or fifteen years, sixteen years actually, I had no money. I had credit card debt. I was having my first kid, and I started my first company. Almost fourteen years later where we found out that the writer is being born and I said, “I’m starting another business.” We had comfort before. We had $1 million-house, 6,000 square foot house. We had all this stuff and I said, “We’re selling the house.” I moved with two kids plus a brand new one being born.
“Babe, by the way, we’re selling the house.”
We sold all that. My point is I moved them into a four-bedroom condo. Imagine your wife and stuff like we’ve been together for many years, I have taken all the comfort away from your kids and stuff and move them into four-bedroom condo and took that money to start Icon. That’s risk. My point with her saying that was it was like a second coming for her because with us it was like, “This is another repeat of fourteen years ago.” “Why don’t you go take a normal job, make a couple $100,000, and then we’re all happy and stuff?” She knows that’s not me. That’s not how I tick. I thrive on risk, but it’s not risk to me because I know that it’s the whatever-it-takes mentality. I control that and as long as I’m in the driver’s seat, as far as my vision and stuff, I know what’s going to happen. When you ask about other lessons, there are lots of different lessons. The first person that ever tried to sue me in any business. I’m like, “What did I do?” As you grow, there’s always going to be someone that wants to come after you for something. I’m talking to my lawyer and I’m like, “What’s this?”
He’s like, “This isn’t going to stop as you grow and you’re building bigger and bigger and more people coming at you.” That was one of the things that you have to digest and internalize. To me nothing gets me off the track of my day. You’re going to come across speed bumps. It’s how we internalize them, how you deal with them. Maybe for a minute it gets you off your rocker, but then it’s back on course and we’re going to deal with things appropriately as we deal with. The other thing is don’t ever procrastinate. Don’t procrastinate. Someone’s like, whatever. The lawyer scenario deal had hit it head-on. Those are different things that a lot of people try to put behind and hope they go under the covers or they go away. That’s one of the biggest things I deal with.
I’ve taken that in. That was amazing. Everything that you said penetrated. It punctured. You and I are very similar. The way I look at situations, the way I look at like a risk, I don’t look at it as a risk, even my partner, Este. He’s more on the safer side. That’s what partners need. It’s like we always need someone else that’s going to be like, “Calm down. Don’t go too fast.” I’m in Denver, Colorado. I came into a place, I literally signed a lease before I talked to anybody about it. I signed it. I went back to LA and I moved three months later. I have a vision in my mind and no matter what, it doesn’t matter. Ten team members could drop off tomorrow and I know that I’ll find ten more people and I know that I can still take on all this stuff. I know in my gut and that’s what a lot of people lack, especially with asking for a raise. I’m trying to even build a business, trying to start a business, friendships, relationships, everything. It’s like communication with yourself and the trust within yourself.
A lot of people don’t have confidence in themselves. If you can’t believe in yourself, go find someone that can believe in you. That’s how it has to happen. One of the biggest things is a lack of confidence. I’ve had tons and tons and tons of people in my last company, Layered Tech, with 220 employees. Tons of people complain and they want more money in this and that, and then they say, “I’m going to start someday,” but they’re never going to start. I’m all for anyone that ever comes to me that works for me that says, “I want to go start my own business.” I’m 100% supportive. Go. I want you to make more money. I want you to have more success. I want you to find value in whatever purpose and your passion and stuff. A lot of people get hooked up on that and they complaining, complaining, complaining. To me, it’s a story.
I don’t know if you ever heard this story, but there’s a dog and he’s lying down and he’s moaning and moaning. We’re sitting on a patio and he’s moaning, I’m like, “What is he moaning about?” I’m looking over at this guy and this dog keeps moaning. He’s laying on a nail and I’m like, “Why doesn’t he get off the nail?” He’s like, “Because it only hurts enough for him to moan.” That’s like people in life. It only hurts enough to make them complain because they feel better complaining. Someone else listens. It’s just like that dog, but if that dog got up and moved on and lay on something where there was no nail, he’s not going to moan. He has nothing to complain about. That’s what a lot of people in life are in. They just look at it and they don’t move. They’re in that spot.
Where does this mindset come from for you? Did your parents have the same similar mindset or did you develop it through friendships?
It’s different for me. My parents think I’m weird. Not weird, but different. I could have had safety. My dad owns businesses and I grew up in a fairly stable business. My dad does very well. He owns funeral homes and cemeteries. I lived in a town in Northern Canada and it was a small town.
With polar bears?
No polar bears, just big bears. Honda came in there, the car company. I don’t know how many people we had. We had 15,000 before Honda came in and then you’re talking about 40,000, 50,000, 60,000, 100,000 people. When I was in college, everyone was like, “You’ve got to work at Honda.” It’s like everyone. There are people with PhDs and MBAs working there. Sure, it was good. It’s $20 an hour when I was seventeen years old. I lasted there two weeks and everyone’s like, “You quit Honda. You’re banned from here?” My mind can’t do that. Brendan, when we went there, they made us put on white jumpsuits. We walked between two yellow lines. You do four-shift tasks today, you screw bolts, you put steering wheels on, you do whatever. My mind can’t do that. What I did was I quit and I went network marketing door to door in downtown Toronto. Talk about an unsafe situation going knocking on these slum doors. That’s what I did for 80, 90, 100 hours a week. I wasn’t making the money I was making Honda, but that’s the stuff that got me going right my mind. I call it personal development in different things. I got associated with that and they’re like, “What did you do? You’re crazy.”
That’s what I had to do. For me, I want to be better every day in some aspect of my life. I’m a big reader. I love reading. I love personal development. Even in the gym, the gym is a pillar for life for me. People were like, “Why are you so crazy in the gym stuff?” I’ve done this a lot, in business and then before in different businesses. I take people into the gym. Let’s train. I have some people, I’ll come to a different city and we’re meeting. I go, “Let’s train,” and then all of a sudden I hear the stories, “Ten years ago I used to lift this much weight.” I already know what it’s going to be, but the people that come, we sit down in the gym. The guys that are not complaining, those are the guys that I want with me in business. I’ve had people that literally come in and then they’re in the bathroom and then I never see them again. It’s a parallel to life for me. That’s where me and O’Hearn and a couple of others have the same mindset.
You had the same understanding and that’s why you connect so well. That’s very important. You said the first person that shifted your mindset was that guy who was a billionaire that passed away. I firmly believed that if you find a mentor in your life, hold onto them as tight as possible because it’s like an employee that’s good.
You know one of my personal coaches and stuff and that’s a big shift for me because at my last business at Layered Technologies before, I wasn’t that top guy. There are guys that made more money than me even though I started it and own it, but they had much more life experience, publicly-traded and all this. I loved that because surrounds me and allows me room to grow. With Icon, it was a different animal for me because I’m used to being surrounded by C level tech people. Here I got 90 people, but let’s say about 67 is in the kitchen. It’s different. I call it a lot of the lid, like John Maxwell, if you had read his book. It’s hitting that top of the lid. I was hitting that top of the lid smacking and I was like, “I can’t get through these different barriers.” I went back and added a personal coach. Once a week, again on mentorship, I have a personal coach and got back into masterminds. Masterminds are a key thing for me.
Those are beautiful.
That’s where I thrive and where I strive in different things and people are like, “Why do you spend the money?” To me, I’m going to spend money on investing in myself. That’s another thing that people don’t do a lot of. You got to invest in yourself, too, to grow.
Where do you even start with that? Let’s help some people out. What are three big books that you really love?
Relentless by Tim Grover, that’s a good book. There are a couple of others, Todd Hermon, Alter Ego. I don’t know if you know much about that, but that’s one of the things that I’ve worked on a lot over the year with my coach and mentor. It’s having that alter ego, because there are certain elements of business. Here’s a thing that should resonate with a lot of people. For me, I can get shredded. I can get 4% body fat, 5% body fat with no issues. I used to be a fat kid but I know what to do. It’s like a challenge for me, a journey. If you listen to Andy, he compares it to financial. If Andy knows how to create $300 million, why can’t the same person have 5% body fat? If you’ve been successful in one area of your life, you know what it takes. It’s no different.
You don’t want to do it.Being mediocre sucks. Be unique. Click To Tweet
If you implement that same regiment that you built getting 4% body fat to making $100 million, there’s no secret barrier that’s stopping you from making it, but you’re not doing it. You’re not confident enough in yourself or you have something holding you back. That alter ego has helped me. In junior hockey when I played hockey or I’m the nicest guy, I’m flexible, but then I fought a lot in hockey and it’s like something snaps. It’s like that alter ego when Todd comes out and it’s different.
You’ve got to control that.
You see a lot of football guys and stuff like NFL agents. NFL players, UFC Fighters are the nicest guys, but when they’re in that ring, it’s that alter ego. That’s a key component of what I learned from that book. Also from working with my mentor and it’s helped me in different areas grow and I’m still working on that.
I was thinking about football. I didn’t sleep at all and I had kept on having dreams and I wake up. I watched this football documentary on Amazon Prime or whatever. It goes through the season of Michigan, University of Michigan. It’s incredible because you watch it from that perspective and they’re like, “These are regular kids.” They’re playing in front of 110,000 people in their stadium and they’re traveling around. They’re growing but they’re eighteen, nineteen, twenty-year-old kids. Back when I was playing football, I didn’t know what was going on. I always was the hardest worker. I was always getting better. I was getting really good. One day I stopped playing. I didn’t love the game.
I was thinking about, “I quit and I stopped. I could have made it to the NFL and I could have played in front of 80,000 people, but I quit.” I keep on reminding myself that that’s my alter ego and that’s the other side of me saying, “You wanted the money, you wanted the fame, you loved football, but what did you want it for?” All these different things. I keep on telling myself, I’m like, “The reason why you stopped is that you didn’t love it anymore and you didn’t want to put the same strategy that you’re putting into it right now with business and stuff into that. You didn’t want to put the time in.”
When it came down to it and I was on my eighteenth 100-yard sprint at practice, I didn’t want to do it. I would do it, but I hated it. That’s how you know whether or not you should perceive something is that gut feeling of like, “Where am I right now in this journey and do I enjoy it?” You love the hustle, you love waking up for the gym, and you love going and spending time with your family. You love going into work, you love going to masterminds and in that gut, if for one second you were like, “I don’t like this,” you wouldn’t do it.
For me, fun is a big component. If I’m not having fun, I’m not going to do it. I’ve had a lot of friends that haven’t lived the full life in different things. It’s important to me to have every single moment that you need to enjoy it because if you’re not, you’re just suppressing it somewhere else and that’s going to commit and you’re not performing in other areas of your life. For me, people will say, “I’m going to wait until this is the perfect moment.” There’s no perfect moment. I say better is perfect. If you’re bettering yourself in any area or anyone, there’s never going to be a perfect moment. I’ll give you an example. When I was on the development company before, Layered Technologies, we had a big customer. They spend $50,000 every month with us and stuff and we were building out a platform. It’s like, “This isn’t perfect yet.” The guy ran out of money, $1.3 million in, because he could have rolled it out a long time ago, but he’s waiting for that perfect moment. There’s no perfect moment.
The time is now.
You need to do it.
Actually that’s another good book, Power of Now. If anybody wants to pick that up, the power is in now. You could be sick, you could be anxious, whatever. If you don’t talk to that person, it could be the last chance that you could talk to that person about that situation and things like that.
When you say books, I’m a big Grant Cardone fan. He’s a great guy. From the standpoint of 10X in your life, a lot of people hold back. If they took the 10X principles, you’re shooting high and you’re going to hit somewhere.
You’re going to hit, even if you 2X, it’s beautiful because it’s more than what you had before. I was reading that book when I was sick and I had everything not going for me. I was injured. I was shaking on the ground. I reading 10X. He empowered me. He ended up following me and started watching my stuff, which is empowering. It’s almost like the universe was talking to me. I always was afraid of what my gut was saying about where I wanted to go and I was like, “I want to be a $10 million business,” but then I’ll talk to other people and they would put it down. I started to hear the noise. It taught me that the noise does not matter because this is my opinion of it. If my opinion and my vision is that strong and powerful, there’s nothing wrong with that. If anything, I’m doing more for the world society, then those other people telling me that I’m not going to do it.
There are people who put their own opinions. I say opinions don’t pay bills and stuff, but also those people often put those opinions right into your family, your friends and stuff because they’re scared. They know that they’re never going to do that. I call it the mediocre mindset and I freaking hate that. Being mediocre sucks, being average sucks. Be unique. You live life. Do you.
Glad you hate that, by the way. I’m sorry but I have the same opinion. Being mediocre, I don’t like it. Some people do and that’s completely fine if you’re honestly happy.
I’m going to argue with you and I’ll say it’s okay to some extent. If you’re an individual that’s not married and is not a parent. The side that I have a problem with is into the fatherhood or parents where you can’t be mediocre if you are a parent. You need to be the best version of you because every single thing that’s coming through there that your children are watching you, anything you do. Mediocre is the mindset that sucks.
From that perspective, I will agree with that. At the same time, I will debate that as an individual. Let’s say, you’re not married.
If you’re happy and healthy doing what you’re doing, then great. One of my biggest problems in business when I started was I wanted everyone to succeed like you, but I had to get over the bullshit of, “I can’t rip my head off and put it on someone else’s body.” That was my biggest thing. Why won’t this person do this? I can’t motivate him. I won’t get him personal family stuff, but my brother, I want to help him. He’s way overweight. He has two kids and stuff, but he gives excuses to the point where like, I can sit there for a little while, but it’s like we’re going to bar fight almost because I care for him so much, but I can’t rip my head off and put it on his body.
A lot of this comes down to the approaches and the communication of that because for instance, my cousin contacted me. I’m not going to go into the specifics but she’s dealing with like certain things with her health and all this stuff. I wanted to try and evolve her from that situation. She doesn’t have a lot of money. She has a specific job. It’s a salary, but that doesn’t pay a lot. I said, “Do you ask for support?” It’s clear, she doesn’t. I’m in the health and wellness space, but it’s the first time I’ve heard from her about this stuff. I’m her cousin and she’s struggling so much about this stuff. She has a couple of things that she went through and from my perspective, I’m like, “Have you asked your dad?” “My dad won’t give me any money.” I’m like, “For your health?” Maybe you’re not explaining properly or expressing how important your health is and where it’s actually at.If you're not moving, you got to re-evaluate what you want in your life. Click To Tweet
I feel like a lot of people actually hold themselves back and they end up being mediocre. Even though they have the growth mindset or they want to have the growth mindset, but they’re too afraid to be honest with themselves that, “Maybe I do need help. Maybe I do need support.” What I’ve learned is that when I can ask support from my team, even from people that maybe aren’t making as much money as me or aren’t as far along in their life, it’s empowering to me because then they have something that I didn’t even realize they had. Maybe it’s idea. Maybe it’s a relationship that they’re currently in. Maybe they’ve been through something similar but when I asked for support, it immediately takes me away from mediocracy.
That also goes back to business. Surround yourself with great people. The only way to build great businesses is to surround yourself with great people. 2019 for me has been a life-changing year based on some of the additional people we put into Icon. We hired a big CEO, a female and she’s crushing it. She ripped the nuts off an elephant. Those are the different things that you need in business.
By the way, I want to hold on that, “She ripped the nuts off an elephant.”
I don’t know if that’s a great terminology.
Those are some big nuts. I’ll tell you how much it’s a lot to rip off. You need big machetes.
That’s the key thing. You surround yourself with great people building your team and that’s again, for any business person. I see a lot of people in business struggle with letting go. For me, I’m the opposite. That’s one of my downfalls where I’m not going to micromanage. I’m going to enable, I’m going to empower and I’m going to expect. That sometimes has failed for me because I expect and I don’t micromanage. I’ve gotten taken advantage of on those weak parts of me because I’m not the hard-ass. I’m not the guy who’s ever going to yell. I’m not the guy that’s going to be in everyone’s mess, managing it all the time. It’s like a fine line that you have to build and then you have to surround yourself with those other people. I’ve got screwed by me being trusting too much or too nice. Monetary standpoint, friendship level, getting screwed legally and a bunch of different things. Again, there’s that fine line, but it’s you growing. You probably couldn’t build what you built now if you were where you were five years ago. You have to develop yourself. For me in the gym, it’s personal development. It’s like me pushing myself on PRS and stuff equates to different things for me.
You keep on evolving and those small wins turned into a massive win.
It’s not like mediocre going to the gym and going through like, eight to ten reps in doing this in the same way. To me, don’t bother. If you’re not going to give it 100% and more, don’t even go in. It’s those kinds of challenges and things again, going back to better is perfect. Every single day, different things are stepping you forward. If you’re not moving forward, you got to re-evaluate.
What do you want in your life? I don’t know how to explain it. You either want something or you don’t and want when you want something, like imagine when you’re a kid, you went into the kitchen and you’re like, “Mom, I want a Tootsie Roll,” or whatever it was, a muffin, a cookie. You literally started screaming and crying because you didn’t get what you wanted. That’s the level of one.
It goes back to the metaphor of the story of oxygen. It’s the story where the guy takes him in the water and then holds him underwater, “Why did you do that?” How bad do you want it? You want it bad enough to breathe. People go to the boiling point. They hit X but they never pushed it past that boiling point and it goes back for whatever internalizes but when you have a coach and you have different pieces and you bring in that they help you get through that, the boiling point. They help you focus in on your purpose or your passion. A lot of people are necessarily not confused, but they don’t necessarily know what their actual purpose in life is. For me, I have a good understanding but I’m still redefining and that’s constantly evolving for me as I’ve got older.
There’s always something new to that.
People are like, “When are you going to sell the company and retire?” I’m like, “I’ll never.” For me, that’s what keeps my mind going. I learned that from Bob, my partner like $2.6 billion. That guy came from no school and he built everything, tons of different like obstacles to overcome, but always something new. It’s your network and if you’re in the proper network of like-minded people with ideas and different things, you’re always going to want to chase more. It’s not necessarily more money. Money’s always going to come if you provide value. A lot of people chase the wrong thing. They chase money and if that’s what you’re after that fulfills you, but it’s not. I’ve had to learn to open my mind to that. The more value you provide, the more you’re going to get paid. That’s a common course of life.
One of the things that I do with CreateU and everything that we do with every influencer first is I tell them to look at their social media following and say, “How are you showing up to them? How many sponsors do you have and what are they paying these sponsors?” Once you look at how much you’re making and all these different things, why you are making what you’re making? How are you providing that? Is it a product that you enjoy? Icon Meals. I love the food. It saves me every single day. The value that I provide, I talk about this stuff and half the time I don’t even tag Icon Meals. I don’t tag anything. I don’t tell them to go buy it. It’s me loving it and representing it is what takes me to the next level. The same thing goes for anything that we’re creating.
That’s where they CreateU takes the next step is that I’ve taken influencers and I’ve talked to them. I’m like, “Do you like where you’re at right now?” “No.” “Great.” “What do you want?” “I want to empower people.” “No, what do you want?” “I want to empower people.” They get deeper and deeper into what they truly want and then we develop a business out of it. When they talk about it on social media, people aren’t leaving and they’re not pissed off because they’re like, “This person loves this.” They want to see growth in it and because of that, I want to be a part of it. If anyone’s an influencer right now or you’re even just a person, you’re trying to have a couple of followers, whatever it is, look at the value that you’re bringing. Most of the time when you have a meal and you put it in the microwave and you put in, “Icon Meals code,” that does not work. “It looks tasty.” “There’s a coupon code.”
That’s why people when they become an affiliate or a partner and they say, “What standards do you have to post in this?” I say, “We don’t have any.” You’re not going to come to me and tell you this right away. If you’re coming and you’re looking for a big salary and stuff, that’s not Icon Meals. We want to partner with people that find value in using our product. To me in business and some people might disagree, but I always have to have two things when I’m going to start a business. One is recurring revenue and one is residual income. I mean to food, every five to seven days people eat. The second thing is you have to have a solution to a problem. Our solution is convenience. People live hectic lifestyles. I won’t get into naming names, but there are other companies out there that do meal kits and stuff and it’s all great to come home and cook, but at a certain point you live a busy, hectic lifestyle. You don’t have fifteen minutes to cook, you don’t have 30 minutes.
Some people like to cook. That’s a stress reliever, like the gym.
It goes back to time as well. I’m saying. When a busy executive mom comes home, she got four kids, she can feed the soccer team on paper plates, chef-prepared meals or you can have the same meal chef-prepared on bone China with a glass of wine with your husband quick in one to three minutes. Convenience-wise, anywhere in the US overnight. What kind of value do you provide? Who do you partner with? I’m not looking for the people that put the meal and they put it next to their bench or they’re sitting in their kitchen with their fork. We’re going to go back to them. We’re going to say, “That’s not what we’re after.” If we’re going to work with something, it’s going to be organic and it’s going to be finding value in what I believe we provide adds value to people’s lives.
l had to focus on what their core and purpose is in life because everyone has to eat and people say, “There’s this company.” I don’t care about any of that. We’re drama-free because we provide food.” Everyone needs to eat. Go back to look at exactly what you said. If you’re looking at any part of the business, even if you’re a salesperson or you’re marketing person in business, are you adding value to that company you’re working for? Are you or are you going through the motions? That’s key. A lot of influencers I see is hilarious to me. They’re posting this creatine or this or that and they’re beside a bench with their shaker cup.If you’re in the proper network of like-minded people with ideas of different things, you’re always going to want to chase more. Click To Tweet
That’s like Shreds but they’re no longer in business. You wonder why. One of the main things that I do with every influencer that’s a part of CreateU Nutrition or CreateU in general, I get on strategy calls with them. As an influencer and also the owner of the company, I sit there for 30 minutes and all my Tuesdays filled up. I sit there and I teach them how to properly do it because you love the product and If you don’t love the product, I tell you please do not be a part of this if you do not represent CreateU properly in the way that you love it. If you don’t love it, don’t post about it.
The personal development aspect builds an individual. I won’t name the name of this big company or its franchise and they do fitness bootcamps. There are a few of them. The reason I even say that is because of their strategy and how they do it is incredible. They bring all their new franchisees a couple of times a year. They sit down and these guys are thinking, “We’re going to learn the exercise. We’re going to learn how to sell supplements. We’re going to learn how to get people in.” It’s none of that. The whole thing is the first two sentences he says, “Welcome to the two days of your personal development starting over you.” People are like, “What? It’s totally different.” The whole first two-days is all personal development, building you because if not you, you’re not going to be able to build the brand, you’re not going to be able to grow. You need to overcome probably personal obstacles in different things. I love that. That’s the key thing. It’s pretty cool.
One of the coolest responses that I’ve had so far is, “I didn’t even know I was capable of doing this. I didn’t know that I could post this type of video or a post.”
That goes back to what I said earlier. A lot of those people either don’t know or they don’t have confidence in what you’ve done. You’ve either helped them see that vision or you’ve instilled confidence in them they didn’t have because you’ve put that in them. That’s key.
What’s cool about that is that once you unlock someone’s potential, not only it’s unlimited but you’ve unlocked the dream.
It goes back to that word, value. You’ve provided so much value to that individual that’s allowed them to be so much.
That’s what CreateU is all about. That’s a lot to digest. That’s a lot of stuff. To summarize, you’ve worked with several different companies. You started with a mentor. This mentor was everything to you. Actually way before then, way before all of this stuff, you went to go work at Honda or wherever you’re working at and then you started to do some network marketing and stuff door-to-door.
I started in business when I came out of college and I was going to go be a ski bum. Being from Canada, we could go to Cuba. I was in Cuba. Me and my wife now, we’re planning to go to Whistler and we’re going to be there and who knew when we were coming back, we’re going to be ski bum. I needed a job because it needs some money. I was going to be a driver for this computer company and they called me. They called actually my mom when I was in Cuba and they said, “Can you sell?” I’m like, “I’m not sure.” I came in and had a marketing and some other degree. Anyways, this company was young. It was from Sydney, Australia.
I was a computer company. I started with them and it was crazy. That’s where I started selling. It was me and another 21-year-old, but it was $1 billion company. We took that and I grew that to a couple of $100 million in Canada. That’s how I got down to the States. That was my introduction. I never worked for anyone because that was the only time I’ve ever worked for anyone but it wasn’t working for anyone because it was another guy running everything. From that standpoint, my mindset is built, drive and I’ve learned everything. I won’t say it was self-made but from that standpoint, everything’s been learned.
It’s starting with your mindset.
There’s nothing that I would say that ever changed me because I’ve never worked anywhere. From day one, I had some internal drive. I don’t know where that comes from, but that has evolved and growing and growing stronger.
That’s a whole other podcast. I bet I could find out where that internal drive comes, but we’re not going to get into it. Sometimes we do. I’ve had some pretty awesome guests on here that have really opened up, gotten emotional, a lot of different things. They evolved which is cool. I want to say thanks for coming on here.
I appreciate you having us. It was great talking to you.
That was awesome, the evolution of your life and the consistency of your mindset. That’s what I’m going to say right now. Focus on the evolution and the transformation of not only your mindset, but everything in your life, your relationships, your communication, everything. Stay consistent with your mindset. That is always, “I am going to evolve.” It’s your self-talk. It’s how you talk to yourself. Yes, I’m sure you have anxiety. I have a lot of anxiety and generally people with this type of a personality and this mindset do, but because we were so successful in certain areas of our mindset and stuff,
We know how to also deal with anxiety and work with our anxiety because we’re always willing to grow and get better at stuff. If you’re out there right now and you’re trying to take the next step in your life, just go. Take the steps. Take one step and see who you meet. Take one step outside and see who actually stumbles on your feet and who you talked to. The relationship you build and the opportunity that grows from it. You’d be so surprised at who you talk to on a daily basis when you ask or talk or open up your mouth. Take the next step. That’s what CreateU is all about. Thank you, Todd. Where can people find you?
Icon Meals hands down is one of the best. They have a lot of functional foods. Discuss some of those foods.
A lot of people know the protein popcorn cookies. We have our new chips, high protein, vegan chip, which has a nice clean ingredient deck. We have a lot of other fun stuff coming in, so you will see other products dropping in soon.
Make sure you check out Icon Meals and Todd Abrams. Thank you so much for coming on here. We have fun. I dive into questions and I evolve your mindset through my own thinking and my own strategies, my own structures here on YouTube sometimes. Definitely check us out. Subscribe if you haven’t already across all audio platforms, CreateU Experience. We’ll see you next time. Peace.
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About Todd Abrams
Todd Abrams is the CEO of Icon Meals which is one of the leading prepared food companies in the world. Icon Meals delivers healthy pre packaged meal all across the world at a very affordable rate. Todd is also the host of the podcast “The DadBod Show”.