off the ground , he got a notification that Matt Damon , Jennifer Lopez , and Ben Affleck wanted to fly from Los Angeles to the Sundance Film Festival in Utah to demo his product . If they liked it , they would buy a jet card for $ 100,000 each . In order to pitch and close the entertainers in person , he told them he was going to Sundance , too , so he could get on the flight with them . But when he didn ’ t get to pitch them on the plane , he didn ’ t let up on his goal . He continued to pursue them at the event , even convincing a gatekeeper to let him in the room at a VIP event .
“ We get to 41,000 feet ,” Jesse said . “ I come out and I start pitching Matt Damon on this idea . He says , ‘ Look man , this sounds like a really cool idea , and I ’ m actually interested in this , but I ’ ve got to get ready for our Project Greenlight event tonight . We ’ re having this small , intimate gathering , and if you ’ re not doing anything , come by . There won ’ t be that many people there , and we could talk about your product and program there . I ’ d love to learn more .’” Jesse hadn ’ t planned to go to the film festival , so he had no clothes and no hotel room . When they landed , he checked into a Motel 6 , bought an outfit at the Gap , then headed to the event . “ It ’ s not an intimate affair ,” Jesse said . “ There are 4,000 people trying to get through one guy with a clipboard . And I know I ’ m not on the list , but I also know I don ’ t negotiate my goals . When we have a goal , it ’ s unwavering . The plot might change . The script might change . But the goal , we don ’ t dumb it down . I ’ m leaving with the sale .”
If You Don ’ t Have A Seat At The Table , Make One . In the VIP room , he sees the table next to Matt Damon ’ s has Pauly Shore ’ s name on it , so he gets rid of Pauly Shore ’ s nametag and gets a new nametag and writes Jesse Itzler on it .
“ If you don ’ t have a seat at the table , you make one ,” Jesse said . “ That ’ s how it works . We ’ ve got to create our own seat . Matt comes in . I start talking to him . I start pitching him . It ’ s too loud . I can ’ t hear him . I said , ‘ Matt , when are you going back to L . A ?’ He says , ‘ I ’ m going back on Sunday .’ So , I say , ‘ You want to fly with me ?’ He says , ‘ Yes .’”
Put Pressure On Your Shoulders . Success comes from learning how to be comfortable with being uncomfortable and putting pressure on yourself . When Jesse was trying to close Matt Damon , Jennifer Lopez , and Ben Affleck , he risked his entire marketing spend for the whole year to pay for the private jet to fly Matt Damon back to L . A . from the Sundance Film Festival because , as he told his partner , “ That ’ s all the credibility we need for a lifetime .” He adds , “ We went back and forth discussing whether we should bet our marketing money on this flight , and we decided to do it ,” Jesse said . “ But it comes with all this pressure . He puts all this pressure on my shoulders .
Let me tell everybody , pressure is a privilege . As leaders and entrepreneurs , we play for pressure . Behind the wall of pressure is where the gold is . Pressure weeds everybody else out in the space . If you don ’ t have enough pressure , put some pressure on your shoulders . As a 27-year-old kid , I wanted that pressure . And by the time we landed , I signed all three of them up .”
Don ’ t Limit Yourself . Thinking big is about your mentality . It will shape the way you make decisions and the way you do things . It can motivate you , attract the right people and opportunities , and lure you out of your comfort zone . After asking his wife to look at his business plan for a coaching program , Jesse realized he wasn ’ t thinking big enough , so he ripped up his plan and came up with a new one . “ I said , ‘ This could be a $ 20 million business .’” “ My wife said , ‘ Shame on you .’ That was her reaction . And I said , ‘ What do you mean ?’ She replied , ‘ Why would you limit yourself to $ 20 million ? You just set a limit .’ And I said , ‘ You ’ re right .’ I got my team back together , and I said , ‘ Show me how this could be a $ 50 or $ 100 million company .’”
Be like Jesse . Reach for peak performance by overcoming self-doubt and pushing past your self-imposed limitations . Have the courage to put yourself out there even when it ’ s foreign or scary and do things that make you feel proud of yourself . When you do , you ’ ll create your own luck . “ We ’ ve been wired to think success is the outcome of our journey ,” Jesse said . “ What I ’ m most proud of in my backstories is that I put myself in a situation on the field . Sometimes it works out . Sometimes it doesn ’ t , but I ’ m proud . And I ’ m proud I put myself in a position , despite the fear , despite not having it all figured out or being the best on the field . If you want to do exceptional things , you have to put yourself in exceptional situations . Period .” n
“ We are all only one idea away from changing the whole complexion of our life .”
Jesse Itzler
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