#438 How To Engineer Entrepreneurial Success with Joe Khoei, CEO and Founder at SalesX, XCBD
🫵 🧠 💰 Joe Khoei is the Founder and CEO of SalesX, an agency that helps companies develop profitable customer acquisition programs via search marketing, display advertising, mobile marketing, analytics and creative services. A serial-entrepreneur with a lifelong passion for mixed martial arts, his latest venture is XCBD, a high potency CBD relief oil for the aches and pains developed in training.
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Entrepreneurship, martial arts, and wellness. 2:44
Life lessons and decision-making for a 13-year-old son. 5:57
Parenting and teaching children to think critically. 12:29
Engineering mindset and visualizing sales processes. 16:10
Entrepreneurship, martial arts, and CBD products. 23:11
CBD quality control and market expansion. 30:17
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Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 0:00
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Eric Readinger, Fractional CMO, Producer and Head Of Media 0:12
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Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 0:16
I'm the mirth of girl that's what I want my like find her intro to be you know him as a merge with a chair for realsies we just want another award right? Yeah What is it? I don't know it was do you okay? Do you just give me so much as I did the whole episode too What was that that's that was a chick says a bit sassy
Eric Readinger, Fractional CMO, Producer and Head Of Media 0:41
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Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 0:42
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Eric Readinger, Fractional CMO, Producer and Head Of Media 0:44
they were
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 0:45
I already sent it to you you know you can listen to this pragmatic entrepreneurial advice with a real round doc on iTunes Apple podcast, Spotify I Heart Radio anywhere podcasts are served in your eardrums. This This episode is sponsored by zap yak Z up. Why 8k? The first search optimized AI writer. I've been using it. I'm a member man. But I love it. I don't like all these very complicated AI content writing things. I just need to write a landing page. I just need to write a blog post. Bing Bang Boom. Four steps. Here's all the keywords I need. Oh, get that SEO. You'd like that? Yeah. Yeah. Good. Zip Yahtzee up. yak.com and put in the promo code sweat, sweat.
Eric Readinger, Fractional CMO, Producer and Head Of Media 1:36
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Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 1:48
small medium enterprise. Let's do this. It's called sweat equity.
are listening to the sweat? We we just do the podcast kind of live on tape. We try to keep it efficient for all our guests. Joe, why don't you why instead of me trying to, you know, stumble through your bio. Why don't you? Why don't you give a short bio and where to find him. Any links or plugs you want to promote? Yeah,
Joe Khoei CEO Founder of SalesX Agency, XCBD 2:44
sure. So my name is Joe Kochi. I am San Francisco Bay area resident since the 80s. And I started a digital advertising agency called sales X. We we help people advertise on Google. And we're five times when there's other US search awards and everything else. Besides that, I started a company called X CBD X CBD is I started because I do a lot of martial arts. I do Brazilian Jiu Jitsu six days a week. I do yoga every day. So I don't really need it because I started doing yoga everyday, I don't really need as much CBD. But whenever I do get banged up, I could just rub some high potency CBD and and so I got this CBD thing going so that we could sell single dose packages that are extra strength. So that's on expedia.com Besides that, my my background and my interests. There's a lot of I started with my formal education as an engineering but I've done sales and marketing advertising for the past 13 years. And you know motorcycling martial arts, all the all the two ends of the spectrum from heavy metal to opera, you know, just give it to me all account
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 4:16
normally, if I didn't know that background, I would give you a lot of shit for hitting a two o'clock crash where you are. Because you're very but you're very calm probably because of the things you're doing like that. Like the jujitsu, you know, the yoga. The most calm people I know are kind of into that stuff on a daily basis. So I'll give it a pass instead of roasting. But I'm the guy wearing a tank top. I don't know if you've we'd like to ask everybody that comes on the show. First time these two questions. Number one, did you listen to the show before coming on?
Joe Khoei CEO Founder of SalesX Agency, XCBD 4:54
Yeah, I'm just because I came back from three weeks in India. And I just got back and I'm like, holy smokes, I gotta be on. So I haven't listened to in the shows, but that's my bad. Normally,
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 5:08
it's a good excuse. I'll allow it. Most people are just like the straight up now I didn't know what's coming on some people were I had to tell a lot of Booker's booking agencies that hit us up with my, if people don't come on and talk passionately about whatever you want them to come on to talk about, I'm gonna just lay into him like Howard Stern in the 90s or something like because we get people that come on, and they it's, it feels like they're forced to do it, like hostage. And it's like, Hey, you guys asked us to come on most are asking us through an agency. And then the second question, I always like to ask, we ask all our guests. What advice would you give your 13 year old self?
Joe Khoei CEO Founder of SalesX Agency, XCBD 5:57
Yeah, so the thing about
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 6:02
silly, silly boys show this is
Joe Khoei CEO Founder of SalesX Agency, XCBD 6:05
actually, actually, I don't know, how you nail that. But I have a 13 year old son.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 6:13
We asked everybody this question, because 32 pivotal age, you know, it really can be that, to me, it is that, that there's a couple of different routes, you're gonna go through your life. And I feel like not to go like string theory or time travel talk, but like, you know, a lot of things that happen at 13 can really push you in, in a direction. Yeah. Because you got hormones, and a lot of time and energy, but not a lot of knowledge or experience. Right.
Joe Khoei CEO Founder of SalesX Agency, XCBD 6:47
But so I mean, the things that the things that I said, this is an easy one for me, because I said to my son, so I could just, it's kind of like, I wish, you know, he would listen. And I wish when I was 13, somebody that said something like this to me, and I had listened. And maybe they did, and I just don't remember, but the two things, I would say that whatever you're gonna do, apply yourself. Like, if you're in class, just pay attention to the class. And you don't have to actually take notes or study, you're fine. As long as you pay attention in class, you will do great, whatever you're gonna do, focus on that thing. Don't be distracted doing other things. 13 year old kids are notorious for just being completely distracted. The second thing is discriminate, learn discrimination, discriminate, it's
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 7:44
just a funny way to put it. Profile. No, just no one says it like that just to discriminate, because, you know, the PC movement of the 90s made that a bad word. Yeah, I know you're coming at it from more pride in engineering, kind of thought process.
Joe Khoei CEO Founder of SalesX Agency, XCBD 8:02
I'm talking about friends, I'm talking about the people you choose to hang out with. But being careful about who you decide to spend your time with, and give your time to, and the things that you decide to do. Think about it in the terms of am I getting dumber by doing this? Or am I getting smarter by doing this? The answer is I'm getting dumber, you know, don't do it anymore.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 8:28
I, I think about that kind of constantly. I'm 39 right now, and I'm kind of in that zone, I'm like, does this benefit me? Or my kids, right? Like, it's basically what it comes down to time is a commodity when you get older. I mean, it is as you're 13 or younger, you know, but the more I thought about it as a unit of measurement, and it's finite. And you don't know how finite it is right? You don't know what that in that in number is?
Joe Khoei CEO Founder of SalesX Agency, XCBD 8:58
Oh, you do know? You? Well, that's gonna be about 82 years at best. Yeah, but I mean, like, tomorrow. After that, it's gonna be kinda like, you're on borrowed time, up to 8082. You're good if you make it that far. So it's not nearly 500 years. I'm
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 9:16
really well, I'm really banking on my consciousness getting uploaded to some kind of robot or something. Yeah, neural link, maybe an ad to write it in there. That would be I won't know if I'm real or not. It'll be so so we like to ask that question because we kind of stumbled backwards into kind of a Rorschach test of swords with that question. And so it kind of tells us where you currently are, what you currently think about the future a little bit but it really gives us a peek into your background as as a kid was, so you're a successful serial entrepreneur now. But, you know, that's never without any failure. And it sounds like maybe you either. I don't I couldn't tell if this the answer the number one part you had your answer was because you didn't listen like ADHD ADHD style, or because you just kind of blew off any anybody giving you advice? Well,
Joe Khoei CEO Founder of SalesX Agency, XCBD 10:22
the thing is, when you're super young, you think you know, everything. That's why I used to want to when my my daughter just went to school as their first year of college, and I was telling her when she was 17. I'm like, this should lowered or age requirements for becoming the president to 17 Because you seem to know everything. That's
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 10:38
a pretty good dad hate, I like to borrow that one.
Joe Khoei CEO Founder of SalesX Agency, XCBD 10:42
You guys like, anyway, so you think you know, everything. So that's, that's, that's what's ironic about youth, you know, the. But anyway, the thing that all we can do is all I can do for my son, I mean, I'll just speak for myself is just plant the seeds in their mind. Right? You just keep planting seeds, and then hopefully, the seeds will germinate. And when he's like, 20 years old, and friends are trying to talk him into a bad decision. He'll be like, ah, you know, I think I'll pass on that one.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 11:17
So more or moral compass more or less?
Joe Khoei CEO Founder of SalesX Agency, XCBD 11:19
Yeah, kind of, if you can't just let them run wild, and not set the direction for them in some to some degree like? Yeah, there's a lot of that going on, where people are just running wild. And there is no direction from the parent. There's no parenting, you know, kids that have no manners, they blow off their parents. And it's just like, what do you guys, you know, fortunately, for me, I, my kids, so I'll give you a funny story. So my, my ex wife and I got divorced back in 2012. Congrats. And part of the reason we went our separate ways that we didn't agree on how to raise the kids, she wants to spoil the hell out of the kids. And I didn't, because I come from a background where they're military people on my dad's side of the family on my mom's side of the family, and it's just like, couldn't act like a spoiled kid, as a child. So we have to go on options. Yeah, you
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 12:29
got to earn everything, which is the best thing you can learn as a kid earn it, you know? What's the value of free? It's zero, right?
Joe Khoei CEO Founder of SalesX Agency, XCBD 12:39
Entitlement entitlements we have a lot of entitled kids is this?
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 12:44
Well, I'm trying to I'm trying to get this in my six and seven year old now that I'm trying to incentivize them for everything they want. Right? And figuring out like little things, if they want something, I'm not just gonna buy it for him. But even if it's a thing of candy, right, like, it's like, okay, son, we got to play chess when we get home, and I'll get you that candy. You know, something like that. And also penalties, incentives and penalties. Maybe I read too many Freakonomics things, but I kind of believe, you know, not economist wise, but I feel like the people who earned it, people who are given stuff are kind of the worst people I know. Because they've got, they don't really have any value. And then if they do try to get up to a high level, then you get up there to think this is gonna solve all their problems. And they get there. And it's not, it's not fulfilling.
Joe Khoei CEO Founder of SalesX Agency, XCBD 13:42
Right. Sorry to cut you off. So no, I was just, I was just pointing out that. Kids, they need direction. And like, one of the conversations I have with my son is like, you know, that feeling when you haven't done your homework, you haven't studied for a test, and you go into school and you have your stomach is turning and you're like, you don't feel good about it. Because you know, you're gonna get you do poorly or get busted. I know you have that feeling, because I'm not seeing you study right now. Okay. And I had that feeling when I was your age, and I don't want you to have it. And I don't want to just give you some guidelines that you're gonna use for the next 20 years, even though you will. But just just tonight, go do your study. So that's Mario, another feeling just covered a one day's worth, you know, sort of study.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 14:35
I'm guessing you're pretty bright guy. Your kids are probably pretty bright. Maybe they're the kids that don't have to study, which is also a kind of a Trojan horse later in life. Because eventually you have to learn how to study way too late. Yeah, my smartest friends had to go. Oh, I was 24. I was in law school and I didn't know how to study. Right?
Joe Khoei CEO Founder of SalesX Agency, XCBD 14:55
Yeah, right. I personally didn't learn how to think so that was about two Me too, just because I took like a philosophy, class and university. Because I had an engineering back as an engineering major. So philosophy wasn't part of the requirements. But I was like, Oh, my, my dad, guys, they all study philosophy. Let me let me take a philosophy course. So I think it will also be course. And then you would read stuff like, God is that which is in itself and does not exist outside of itself. And you're like, what? I know what all those words mean. But I don't know what that sentence mean. So it started like squeezing your brains learn how to think. And I think a lot of people actually don't know how to think because they don't want to squeeze their brain really that hard. So learning how to think and critical thinking and getting that inertia and momentum going on being able to think critically, it takes effort. And you have to put that effort in early. And as a child as a kids, you know, raising kids exposure to those kinds of problems. Early on, and knowing that, hey, this, these are some of the things in life that are going to be important later, is guidance, you know, that we can get on as parents, so why not? Why not?
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 16:10
Was there anything in So in my experience, the best engineers are the ones that do take an outside kind of what would be called a typical for an engineer, like philosophy class like that. Because the problem was, I mean, there's a lot of engineer jokes out there. You probably no, but it's one of those things where they, they My understanding is they will live in the constraints of what they have as resources, instead of thinking of the boundless other possibilities out there. Is that fair to say that philosophy opened you up to that? Yeah,
Joe Khoei CEO Founder of SalesX Agency, XCBD 16:48
totally. So the funny thing is, like, I continued my education by going after a master's in business, so I don't keep going down to engineering fat. But a lot of people they go, like, they'll get their bachelor's and their masters and their PhD, all in the same kind of fields, types of fields. And it's like, you know, more and more and more about less and less and less, right? As my friend Jean Rodin used to say, by the time you get a PhD, you know, everything about nothing. So it's, like, you know, you, you don't have the common sense, you're not developing this wide view of reality and the world and everything around you, you're not. You know, there's those kinds of limitations that having excessively don't go down the same path, instead of going down a diverse path. That goes setbacks. Yes.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 17:45
That's why I love doing stand up comedy, because I've got to get into perspective of not within a bit other people that are in the bit, their perspective is one way to kind of write jokes. But I also love just improvising on stage and riffing with in doing crowd work. And talking to the crowd. And getting that perspective is really interesting. How many people you know, in this certain area, hate Biden, and how many people hate Trump at this little town in like, you're like, Okay, this exists. But in reality, it was like, most people live in the gray if I had to give it kind of a summary. So it's like, you can focus in one area, and you can be the you can be the pond that's very deep in one area, right? I've always thought it was a bad thing, because people would say I'm a, I'm a wide pawn, that's two feet deep. And I was like, well, that's kind of a passive aggressive way to say, I know, I know a little bit about a lot of things. But nothing about anything deeper than that. But I always I always like to counter that with. I'd say, I'm two feet deep with some holes. Some really deep holes in there. Just don't feel better. But your engineering mind doesn't leave you because I'm looking behind you. If anybody's watching this video of this episode. I mean, it literally looks like there's you got three big I'm guessing this is kind of your mantra for where for sales acts, but you have complete conversion and lifecycle and three different I'm guessing glass poster boards behind yeah, there's
Joe Khoei CEO Founder of SalesX Agency, XCBD 19:27
just this kind of like we used to have. We used to service these clients that were all part of a franchise, and they were doing caregiving. And they couldn't understand anything about digital advertising if their lives depended on it. It was kind of like talking in circles with him. So I put together this graphic and I said, Look, here's the traffic from the internet. Here's the funnels that we capture it. We cycled through, some of them are gonna go through right away. These ones Some of them they need more work, which looks like Plumbing. Right? So these ones they they're ready to buy. And these ones, they're not ready and they're not ready, you know, these are the six different categories that are not ready. So you got to, you know, for each different category after stages
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 20:16
of the process for each stage of the qualification, right? Yeah,
Joe Khoei CEO Founder of SalesX Agency, XCBD 20:20
yeah. And then, and then just goes on and on different channels are structured and blah, blah, blah. But basically, help them visualize the entire process from beginning to end. And that's what kind of that was engineering sort of. I studied Industrial Engineering, which is creating efficiencies in the manufacturing environment. So it's kind of like creating efficiencies in the learning for people that are older and they don't know anything about internet advertising. Yeah.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 20:53
Brother, this is very, this, this is this makes me feel better. Because I used to, in my old office, I had a huge whiteboard. And I would have draw, people would say, I'm like Jon Gruden drawing up plays, and it looks like what's behind you. And I had to figure out a method to explain like what you have behind you. And everybody thinks you're crazy. When you when you're doing this, they think you're just doodling on the wall, or just messing around. It's like, No, I have to I have to be able to communicate this to anybody, I have to make it simple and detailed at the same time. I need to make it simple. And like if you could put a layer over it, just keep it at making it more advanced until they got that sort of section, right? Like teaching anything. Anything that's that can be a starting point and simple, but can end up being very complex. Right. And so my mine is a totem pole model, which behind you in the conversion side, I see you have the bottom funnel to which a lot of people miss a lot of bad agencies don't put there. Yeah. Which I find, I find also very gratifying for me.
Joe Khoei CEO Founder of SalesX Agency, XCBD 22:01
Good. Yeah. I mean, I have clients that, you know, we have a chat, and they're like, Hey, can you send me a picture of those three things? I want to I want to look at him in detail. Yeah, sure. But yeah, so
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 22:14
do you publish anywhere? Do you have that published publicly?
Joe Khoei CEO Founder of SalesX Agency, XCBD 22:19
I don't think it's published. I think it's, it's in. It's in some brochures that we printed, you know, so it's one of those platforms where you can print on demand. But it's not published, maybe we will publish it. It's, I mean, it's not a big deal. But
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 22:35
a big goal of I was really edible high one night, and I was like, I want to get this totem pole model to be in one of those Harvard Business Review models. They show. Yeah. With the five forces those guys. So I have a theory on it. You said you're in the Bay Area, correct? Yeah. So I've got a bit of a theory on it. It's more the Bay Area kind of people that get successful. I find they all all in we're seeing this with the billionaires. You see Jeff Bezos is yolk now. Right? You got musk and Zuckerberg that are doing jujitsu, Warren Buffett still eat McDonald's every day. He's chilling, but
Joe Khoei CEO Founder of SalesX Agency, XCBD 23:23
I don't know if he's eating it every day. You might say that. Well, I didn't eat
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 23:27
he's like the same McDonald's breakfast every day or something. I
Joe Khoei CEO Founder of SalesX Agency, XCBD 23:30
eat McDonald's every day, you're not gonna make it as long as Warren Buffett's been alive.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 23:34
Well, his partner that was had incredible story I read the other day, but I have a theory that you get so successful, that eventually you have to get into martial arts, or get yote is that do you see your colleagues or others serial entrepreneur, co founders, any of those guys, in that in that realm?
Joe Khoei CEO Founder of SalesX Agency, XCBD 23:56
There are a lot of kind of nerdy, skinny, nerdy pencil neck types that are really successful at work. engineers, entrepreneurs that do jujitsu because it tumbling while jujitsu, the what I've done a lot of martial arts. I got my black belt and shoulder con back in 99. I did Kyokushin the full contact karate. I got like a brown belt and I started doing jujitsu because it's still full contact by but you don't there's no striking. Right? Right. So it's kind of like it's like submission grappling. It's almost like wrestling. But if your back hits the mat, you don't lose. You can just keep going. You can start just laying on your back if you want. It's not a big deal.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 24:50
Not a lot of striking.
Joe Khoei CEO Founder of SalesX Agency, XCBD 24:52
There's no striking, right? There's zero striking.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 24:55
I'm saying if you're playing if you're working with amateurs, you might get some of those. Oh wow. Yeah.
Joe Khoei CEO Founder of SalesX Agency, XCBD 25:02
So there's actually a really funny meme. It shows two dogs at the bottom. There's like, there's a pitbull that's just like, you know, frothing at the mouth. And I know people that don't, they're not people on friendly. So that's just I'm just describing the thing.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 25:18
You don't have to worry about it I've set up on the shelf. So
Joe Khoei CEO Founder of SalesX Agency, XCBD 25:23
the the pitbulls like frothing at the mouth, and it's like in full attack mode. And then below that says, Jujitsu white belt. And then on the top, there's this lab that's just sitting super chill, you know, super cute and says, Jujitsu black belt. And so that's you kind of learn as you learn as you learn, you learn to pace yourself, you learn to not over exert yourself, don't gas out, excessively use your energy, kind of establish grips before you start putting pressure on some of the things that I work with white belts that are there, either Academy, they're so tense, and I'm just, I'm just literally sitting there. You know, I haven't done anything at all and they're like, ultra tests, and then they guess I don't know, what are you doing math? I've done literally nothing. And you already use like, energy just sitting here. It's the
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 26:24
fight or flight kind of pressure they're putting on themselves. It's self preservation in a weird way. So
Joe Khoei CEO Founder of SalesX Agency, XCBD 26:29
yeah, so jujitsu teaches you to just you know preserve on their pressure as the as the as the tagline for Kaieteur Academy is preserved on their on their pressure. So you could be in a really bad situation. But as long as you're keep your composure, probably okay.
Law Smith Comedian Fractional CMO 26:53
Well, I, I want to make sure we dovetail into I'm guessing what your passion project is now, which is the CBD side. Yeah, it comes from maybe some inflammation, some recovery from some of this. So
Joe Khoei CEO Founder of SalesX Agency, XCBD 27:08
this stuff here. So what happens is, if you look so I started using you know, from back in the day when I was doing Thai boxing and Shin kicks and all that stuff. Use like Tiger Balm use like Tiger Lindemann, China jaw, you know, all this different stuff.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 27:27
I'm gonna just say, Yeah, I'm gonna agree. I don't know any of those are but they sound amazing. Yeah, and gas station pills. No,
Joe Khoei CEO Founder of SalesX Agency, XCBD 27:36
no, there's just like, what? Because you get these, like bruises on your shoes from shrinking hearts and dies, right? Roll them out with like, yeah, you know, and then you rub this stuff on it too. Anyway, bottom line is that I've been using a lot of this stuff. And then when CBD started coming in the market, I started buying the different CBD things. I bought like 1015 Different ones over time I had that's like, sit on the counter at every kind of you can imagine. And, you know, it was hit and miss if they worked. So what I did is I started looking into the clinical, this is engineering. So I think clinical trials data on like, let's look and see what the clinical trials data shows on CBD. And there is actually a document out there that is a summary of all that because there aren't that many, there's like 1520 of them. And there's a summary of all of those in one document. And there's a table of the dosages, and I saw the dosages and the dosages for each single dosage was over 100 milligram like 100 milligram for a single dose was like the minimum it was like 100 to one or 300 milligrams, single doses for CBD. And when you look at these commercial stuff that you buy, they might have 500 milligram and like a big tub of it, you know, and following milligram and a big tub is nothing it's literally nothing so so the CBD part of the CBD creams and potions in this and then the other is mainly like a placebo effect that people are getting, you know, it's all these other ingredients. They're not getting the CBD benefit itself. So I'm like, You know what, I got a chance I want to change that for myself. So I started doing this product, where in a Hatha ml single dose is 100 milligrams of CBD. This way, you don't have to actually think about how much am I going to use? Is it too much is it too little? You just take the one packet and you fold it in half. You squeeze the oil out into your palm and then you just use that you can use it on your shoulder and your elbow, any of your joints. Any of your kind of knees, back, neck anywhere that's hurting If you just rub that in, and the funny thing is that when you look at the reviews, and when people, you know, give me feedback and stuff, they have this big surprise in their face. And they're like it works. That's like the biggest compliment. Yeah.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 30:16
Yeah.
Joe Khoei CEO Founder of SalesX Agency, XCBD 30:20
Really works like, yeah. Because it's got like, an entire tubs worth of CBD and one dose. So you're basically for whatever reason people selling this stuff out there. They're not putting the right you know, anything significantly valuable in there.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 30:36
So when you when did come into this market, start looking at it.
Joe Khoei CEO Founder of SalesX Agency, XCBD 30:41
I mean, I started so there was there about a year and a half ago, two years ago. Oh, wow. I didn't know. Okay. So a couple. And then it took a year to come up with the product, the first batch they that we manufactured, they leaked and leached and stuff, and I had to send like, an entire pallets worth back to get another six, seven wants to get a second batch. So we get it fixed. Yeah. I mean, there's barriers of entry for sure. Oh, yeah,
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 31:10
I'm not I'm not saying that. I'm saying more, more or less the advantages. You know, I was just talking to someone, I was just on a, what was it doing the I was, Oh, I was writing some for my website. For my company's website, and, and it was about kind of planning for 2024. Because I'm in the same I came up through digital advertising, and then learn every other aspect of, of digital or marketing in general, I should say. And so, and I think I have a puzzle brain like you do. And so but I was saying, AI is the most overused, it's going to be the it's the most overused, 2023 marketing word, like maybe keto. Because anything could be keto, because there's no qualification. And then what you're saying is you sell the opportunity of like, there's aggressive expansion of that market, right? The CBD market the last 10 years. But no one's really doing the quality control. And no one's really doing it correctly. And you're saying, you know, they're barely putting enough in there. Unless you're like one of those very sensitive people, like, I can't have a coffee after two o'clock, or I'm up all night, you know, that's fine for them, maybe. But it never worked on me. And that's why I want to go on x cbd.com. And try it out. For
Joe Khoei CEO Founder of SalesX Agency, XCBD 32:39
sure. I mean, there's so if you look into if you read about the placebo effect, you'll find that just like everything else, there's a bell shaped curve. Most people placebo works for them to some degree, some people are really worse for them. And some people it doesn't work for them at all. Right? So if you're a part of the people who are placebo really works for you. Consider yourself lucky. Amen. You know, you don't know, right? regular sugar pill and you know, work like Tylenol. We're
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 33:12
good. Yeah, but you can't No, you can't.
Joe Khoei CEO Founder of SalesX Agency, XCBD 33:15
Yeah, but but if you're, you know, if you're in the middle there where sometimes it works, sometimes it doesn't, or on the on the far edge or placebo is not gonna get you there, then you're wasting your money on these other CBD products. But that's not to say that there's nobody selling the high dose stuff, there are people saying
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 33:36
there's, you know, with anything CBD or THC or you know, shrooms coming down the line, maybe they're, they're markets that are aggressively expanding too much, at too high of a rate. And quality control is always going to be lacking, you know, and then you're gonna have people that come in, just to get in the market and don't don't care, they're just going to make sales and turn it out and get out of there. So I found that interesting that the CBD market kind of probably was mature enough, you know, a year and a half ago by the time you started looking at it, and you didn't give up on going well, it's pretty big. I think what might what I'm trying to say is people listening you know, don't let do the research first before you become defeatist. I feel like a lot of people go well, I'm a little long in the tooth now. I don't know if that's even worth looking into to try this new thing. Even if it's martial arts or, Hey, let me go look at these CBD studies. I know how to read them. And my hunch and you do the scientific method. My My hunch is they're not doing it correctly. And a lot of these and I find that very interesting because I'm guessing you don't need to do this CBD company.
Joe Khoei CEO Founder of SalesX Agency, XCBD 34:55
No, and that's that's the key. So the thing about The CBD was that I see the need. There are a lot of people doing like martial arts like jujitsu and they're not doing yoga every day. Which means that you get stiff, you know, your, your muscles are all tight. So you're only going to three days a week and so you need the CBD, you need something. So I was one of those people again, I started like, heavy duty doing yoga and this program I just came back from like, Yoga Teachers Training.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 35:31
Whoa, I see the gold seal on that certification. Yeah,
Joe Khoei CEO Founder of SalesX Agency, XCBD 35:35
for for gauche yoga, which is Ghosh was the teacher of Vikram Krishna Charango. She's teacher of Vikram, the younger brother of Yogananda, the author of Autobiography of a Yogi, so big fan of all of those kind of Indian Yogi's. So I don't really need it as much now. But I run into people, just just my last order. She said, she left a review and she's like, Yeah, my mom has a torn ligament in their shoulder, she's waiting to the surgery. And my dad has arthritis in his fingers. And they're both using it and they love it, you know, and you're bettering their their lives. It's like, great, wonderful.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 36:21
I hope my hope is you can take out a just a chunk of the painkiller market with this a little bit, you know, but that's a that's a whole other. That's a whole other topic I'll maybe save for when we can get you back on but because that's a very depressing topic as well. Anything else? Before we get out of here? I want to keep you on time. I want to make sure Well, no, I
Joe Khoei CEO Founder of SalesX Agency, XCBD 36:45
mean, I really appreciate the opportunity to have a chat law. And I did check out her website. Briefly. I like your style. It makes a lot more sense. Now. I wish I had, you know, done a better job for you. But I got my points across.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 37:04
You are you are a martial arts guy. Yeah. Because all the martial arts guys I know are like, they're like, Man are, you know, I could have done better at whatever we're doing. And I'm like, You're fine. You're doing fine. You were great. Like I told you, if you were boring, I just I would dominate this, this whole thing. So um, but we get to some bullet points. I had four. Yeah, we'll have to get you on again, at some point. And we're gonna get some product because we like, we'd like testing out any of our guests stuff.
Joe Khoei CEO Founder of SalesX Agency, XCBD 37:33
Yeah. I appreciate you. I will send you some. I'll put some in the mail for you.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 37:38
All right. Sounds good partner. Well, thanks for coming on. And yeah, I'll, we'll have to have you back on when? Eric, my co host is not on hiatus right now.
Joe Khoei CEO Founder of SalesX Agency, XCBD 37:49
All right. Sounds good. Thanks so much. Take care.
Law Smith, Fractional CMO, Stand Up Comedian, Sweat Equity Host, and President of Tocobaga Agency & Advisory 37:52
Bye. Bye.
