What Makes a Multi-Million Dollar Business, a Popular YouTube Channel, and a Successful Mastermind Group Work? Interview With the Goat Gang Leader Himself, Tigran Gertz

When he was just a guy offering services to clients, no one believed he could do it. That prompted him to create his YouTube channel to prove he had it. YouTube has become his portfolio. He admits that no matter what you do to showcase the good stuff, you will likely face criticism. Nevertheless, he continued to share with others what he knew. He created a Mastermind group to help landscapers build their dreams across the country. 

Today's guest crosses boundaries. He has spoken at many events and owns a multimillion-dollar landscaping company in California. His YouTube channel helps landscapers and their clients understand landscaping by providing them with information. Through his mastermind class called the goat gang, he has also been able to help many small business owners reach their targets.

Tune in as I talk with Tigran Gertz about what happens behind the scenes of his business—learning what this wise man says might benefit you and your business. 

“I did not start a YouTube channel to become a YouTuber; I started a YouTube channel because people didn't believe me that I could do their job.”

- Tigran Gertz

Why do you have to listen to today's episode.

00:16 - “He has a multimillion-dollar landscaping operation. You might have seen his YouTube videos where he not only shows you the entire process of how they install the luxury outdoor living spaces to the maximum, but he also shows you the before the after he shows the mistakes that he makes in his business and how he quickly solves them and its high value.”

Introduction to today’s guest 

4:21 - “That was really fun. I was actually very nervous about the and, here is a little inside scoop about how that happened. Grant went on an Instagram with me, he goes Instagram Live, and you can invite someone, and you could do an Instagram live with them for, like, a few minutes. And he did that. He invited me on.”

Tigran Gertz explains how he got invited to a live interview with Grant Cardone.

9:03 - “One thing I told you is that I get a tremendous amount of sleep every day. A lot of people think that that is the opposite way of being successful, but they say sleep for hours to get more work done. But most of the time, people that sleep for hours, they're not productive. And when you're very well rested and very awake and alert, you're able to get more work done, and you're more cognitive. So sleep for me is huge.

As Tigran Gertz explains, sleep is important and benefits a person's well-being and productivity.

11:53 - “One thing that he pointed out was that the reason they're losing respect for me is that when you work alongside your employees, they become your coworkers, and you start making jokes, and you start making comments.” 

According to Tigran, you must establish a boundary between yourself and your employees to maintain respect between them and you.

13:57 - “I did not start a YouTube channel to become a YouTuber; I started a YouTube channel because people didn't believe me that I could do their job.”

According to Tigran, his YouTube channel showcases his ability to walk the talk. As a result, his YouTube channel has become his portfolio. 

14:54 - “People come to me, and they say I'm a bad person. I'm an idiot. And the beginning, I always used to try to prove my point and try to prove them wrong. I'm like, No, I'm not I'm really good person. But then I just realized haters are inevitable.”

Whatever you do, no matter how you explain. Putting yourself out there, especially on social media, is always risky, regardless of how good you are. You will inevitably get negative feedback from haters.

20:10 -  “It's really difficult to get someone's attention with a very good positive video very like. Usually, the more negative the video is, the better it will do. It's crazy because, well, we'll look at the News. The news is super negative. And that just goes to show, especially in the 2020 era, we had just a whole bunch of negativity, and people are glued to the screen. And that's when I felt like humanity was definitely at its lowest.” 

Whether or not something is said to trigger haters is the difference between being a jackass and just saying something.

25:59 - “It's very difficult to stand up to a customer when they say, Johnny, I want you to do it for this price, you Tom $1,000. And they're like, No, you need to do it for 700. And it's almost like they're doing you a favor by giving you work.”

According to Keith and Tigran, the key to surviving bad offers is knowing how much you're worth. 

34:58 - “I've always attracted really good people in my life. And that only happened when I started making good decisions. When I was a dirtbag. I was a shitbag; I was doing bad things, and I was attracting bad people. And a lot of people might wonder. They might sit there. Listen, there might wonder, why can't I catch a break because your decisions are garbage? You keep making the wrong decisions.”

Avoid making the same mistakes by choosing the right decision for yourself.

38:37 - “A lot of lessons happen from mistakes. But the smart thing to do is learn from other people's mistakes. So you don't have to do that.”

Here's an advice from Tigran that everyone should heed.  

44:45 - “The only way you can have sanity and landscaping because there are so many variables is to keep track of everything.”

Looking at your business's history is important to understand what went wrong. 

49:00 - “Sometimes it is not only the customer's decision to hire you, but it is also my decision to if I don't like the person, but I also don't want to do business with them. If I don't have a good relationship, or we have a good vibe, they seem like they're just trying not to get me. I don't want to do business with them. I'll just say no.”

When determining whether you and a customer are a right fit, sometimes it's not the customer who chooses that. You will base it on your assessment of the client. Then you can decide whether to accept the offer or not. 

51:21 -  “I don't really care about design. Taylor is a very good designer. I don't need to learn, I just need to trust him and just continuously give him leads, give him leads, give him leads, and he will close the deals and move forward. What I need to do is focus on marketing and closing deals, that's it.”

The whole world does not need to be learned. The only thing you need to do is trust your employees to do the job for you. You hired them to perform a particular task that you couldn't do, so you could focus on your specialty, which is growing your business. 

Key Takeaways

“I've always attracted really good people in my life. And that only happened when I started making good decisions. When I was a dirtbag. I was a shitbag; I was doing bad things, and I was attracting bad people. And a lot of people might wonder. They might sit there. Listen, there might wonder, why can't I catch a break because your decisions are garbage? You keep making the wrong decisions.” - Tigran Gertz

 “A lot of lessons happen from mistakes. But the smart thing to do is learn from other people's mistakes. So you don't have to do that.” -Tigran Gertz

Connect with Tigran

YouTube: Tigran Gertz - YouTube

Instagram: Tigran Gertz (@tigrangertz) • Instagram photos and videos

Website: Join the Goat Gang

LinkedIn: Tigran Gertz | LinkedIn

Connect with Keith  

Facebook: https://www.facebook.com/thelandscapingemployeetrap

Instagram: https://www.instagram.com/untrapped.podcast/?hl=en

YouTube: https://www.youtube.com/channel/UCIaWTkH4yQoDR7SnroIV6Ww

Linkedin: https://www.linkedin.com/in/keith-kalfas-2964b146/

Website: https://keith-kalfas.mykajabi.com/

Resources/People Mentioned: 

The Sleep Revolution: Transforming Your Life, One Night at a Time: The Sleep Revolution: Transforming Your Life, One Night at a Time by Arianna Huffington | Goodreads

Patrick Bet-David: Patrick Bet-David - Valuetainment

Guru Home Study Course by Eben Pagan: https://ipb.us/eben-pagan/guru-home-study-course/

What $500,000 in Landscaping Looks Like in California!!: What $500,000 in Landscaping Looks Like in California!! - YouTube

Goat Gang Mastermind: Join the Goat Gang