Knolly Williams: The Business Healer


You'd be surprised to learn that Knolly Williams, The Business Healer, known for wearing a cowboy hat all the time, had aspirations to be a rapper at the age of 13. He was also reading at a sophomore level in the 5th grade. Knolly grew up as a "scared kid" and had a lot of challenges to face. He got into sales at the age of 12 selling hand-crafted jewelry at flea markets and the entrepreneurship bug grew. He left home at the age of 16, eventually launched a gospel music magazine and record label at 22 and was generating $150,000/mo within 6 years. However the industry changed and he didn't change with it, forcing Knolly and his wife to lose everything and restart from rock bottom.

Knolly got into real estate and quickly became a top 7 agent in Austin, TX and sold more than 1,000 homes his first 10 years in the business. Today Knolly runs 3 separate 6 figure businesses while working just 3 hours a day. Author of the book "3 Hours A Day", Knolly is showing others how to systemize, organize, automate, and delegate your business to create freedom in your finances, time, and location by focusing on your 2 top priorities and delegating everything else.


In this episode hosted by Mike Swenson, we discussed:

  • How Knolly become a voracious reader during the traumatic moments of his life and planned how to make it on his own
  • Having a reason, a vision, and a sense of direction in life
  • Going from millionaire to flat broke when he was in the music industry and found his way into the real estate industry
  • Pulling lessons from your past experiences in different industries and applying them to where people are at today
  • How Knolly helps people that are struggling in business
  • The only two things that are worthy of time and attention: Lead Generation and Appointment Setting
  • Importance of honing what are you uniquely gifted with
  • What does Knolly's 3 hours a day look like?
  • How you can train your subconscious mind to work for you



0:00 - Intro To Knolly's Career
2:26 - Being A Young Entrepreneur
9:55 - Getting Into Real Estate At 33
14:42 - His First Million Dollars and Bankruptcy
23:29 - Broken Vs Wounded
26:10 - 3 Hours a Day
29:18 - The 1st Step When You're Struggling With Your Business
31:40 - Leadership and Branding
40:06 - Conscious and Subconscious Mind
41:33 - How To Find Knolly












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Read the full transcript here:

Mike Swenson
Welcome to The REL Freedom Podcast where we inspire you to pursue your passion to gain time and financial freedom through opportunities in real estate. I'm your host, Mike Swenson. Let's get some real freedom together.

Mike Swenson
Hello, everybody. Welcome to another episode of The REL Freedom
Show talking about building wealth, gaining time and financial freedom through different opportunities in real estate. I'm your host, Mike Swenson. And today we're here to talk about some business healing. And so who better to talk about business healing than the business healer himself Nalli Williams, and we're so excited to have him on just a little bit about his background. He's had a very extensive career in real estate based out of Austin, Texas took over 1000 listings his first 10 years in the business, I should add, even before that he's always been in business started his first business at the age of 12, was in the music industry. And now primarily just focuses on coaching and training of agents. And so now you reside out of Puerto Rico. And we'll just kind of talk a lot about your your different businesses. But the big thing is, you are an engineer mindset, talking about how can you deconstruct things, put things apart and create systems. And so for you, you have a book out three hours a day, just talking about how you focus on these few key things to grow your business and leverage a lot of the rest out. Yep, right behind you three hours a day. So we'll talk about everything that you've learned and how it's kind of grown into that book as well. But just a lot of great information from a tonne of experience in the real estate industry. So welcome to the show.

Knolly Williams
Thank you, Mike. I'm super excited to be here, man, you know, a lot of I'm on a lot of podcast, you know, thank God for that. And, you know, you're you're one of those rare birds, man, you've got hundreds of episodes, and you have that stick to itiveness. Now that I know your personality profile can kind of understand that side of it. But kudos to you, man, you built a beautiful podcast, and I'm honoured to be part of it.

Mike Swenson
Yeah, I'm consistent. If for, for better or worse. You know, as as a high SC, we're consistent. And I mean, I think they said, you know, 90% of podcasts, don't make it more than five episodes. And you know, we've been doing this for two and a half years. And now doing two episodes a week, you're now starting our second month that love highlighting people sharing stories. So why don't you just share a little bit about your background, growing up being a young entrepreneur, and we'll get get at it from there.

Knolly Williams
So I gotta say, my, the big word that comes to mind as you were, as you were talking about my background and saying that, and I really don't share this much. In fact, you may have never heard me sharing. Some of this was scared. That's the big word. I was a scared kid. Man. When I was six, seven years old, my mom and dad separated and I was very, very traumatically affected. At a deep emotional level, one beyond my comprehension. And as I look back on it, I'm thinking it wasn't that big of a deal. You know, people separate all the time. I mean, 50 60% of marriages do in that way. But for me, as a six, seven year old, where that was my whole world, it was just really deconstructed, taken apart for me. And I lost my sense of who I am my identity. My mom moved us away to Cleveland, Ohio. And she became very angry, very abusive. She, she would my it was my sister and I, and she would beat us, man. I mean, she would beat us with extension cords with anything she can get her hands on when she got in that frame of mind. Now mind you, Mike, you know, he was in in school, getting her master's degree in psychology. So a lot of the things she was learning she was using against us. And there are people out there now. My mom and I have reconciled, you know, I love her. She's about to have a birthday soon, we'll go see her for her birthday. Beautiful person now, but not so much when she when she was younger. And she was very angry at my dad, my dad and I have the same name nollie Alexander Williams, I just happen to be Junior. And she would just take out her rage and anger on me. And as a result of that, like what I started doing was I started being very fearful. And I started hiding. And I lost my voice became very introverted, very shy, which I think I was kind of anyway. And I started reading a lot. You know, sometimes things happen to us, and they're very negative, but they actually create. Interestingly, a flip side that's very positive. So I became an avid reader. Because one thing that books did for me, Mike was he took me into a place of like, a safe place, like away from where I was into a different world, a different realm, a different adventure. And I would read, you know, two, three books a week. By the time I got into fifth grade, I was reading on a sophomore college level, just because I was a voracious reader and Um, so so that that was, you know, the push and pull of, you know, me growing up. But I was very, I lacked a lot of confidence. And I was looking for escape. And by the time I turned 12 years old, I discovered that I can actually make money by providing services, you know, you know, wash your car, mow your yard, you know, and then I discovered to that I don't like physical labour. I don't really like that. So then I started ordering these newspapers and magazines that I could sell door to door and make a profit, then I'd sell candy at school, anything that I couldn't make money, because in my mind, Mike, it was like, Man, how can I escape? Like, if I can create, if I could be self sufficient, then I could probably one day, get out of here. You know, that's all I was thinking. And I don't want to make it out. Like, you know, you know, my mom was a monster. But it was just more than I could handle. You know, as a kid, it was very traumatic. And when I turned 16 years old, man, I left home. And, you know, I put my plan together, you know, we're planners, you know, those, those of us with a, in my DISC profile, I'm gonna Hi SC. So I planned it out. I was methodical I left home. And I never went back. I've never received, you know, you know, more than $100 from my mom since the day I left. And so I had to figure out how to make this thing work, man, how to become an entrepreneur how to make it on my own. And and that's, that's what I did. I did it for the wrong reasons. But I'm proud and happy that I did it. That makes sense.

Mike Swenson
Well, it's interesting to hear, you know, I heard a story the other day where people were talking about why people who come to the United States from other countries, a lot of them tend to be successful, because they've kind of seen that other side, they've seen the challenge, the difficult upbringing, and they want something better, and they want to do something more. And so they tend to have a little bit more tenacity a little bit more stick to itiveness. And same thing to for people that, you know, come from a difficult upbringing, because they've seen that side, and they don't want to continue that and they want to do something more versus somebody who's maybe grown up in a not to say they can't be successful, but in a decent kind of lukewarm lifestyle, you haven't really been challenged, you haven't really been pushed, and you're just kind of happy there. And so I can certainly see how you're driven in a different way, because of your past.

Knolly Williams
Yeah, I mean, my dad came here to this country when he's 18 years old, from Trinidad. And he came on a little boat. And he told me, he says, Boy, you can do anything you want. This is a land of opportunity. That's all he saw, was opportunity when he came to this country from, you know, from Trinidad, which was squalor. And, you know, it was not very nice, as he put it. And on the other end, you know, I had my mom who would say, Boy, you'll never amount to anything, you know. And so I had to, I had to basically, I was trying to fire and I know, you know, many of you listening you listening right now, maybe you've been through a difficult scenario, maybe you've been homeless like I have, maybe you've been foreclosed like I have, maybe you've been through bankruptcy like I have, maybe you've had something dramatic happened, but the reality is, there, you're built for so much more. And there's so much more that you have within you to still bring to the world. And one of the things that that I decided, at a very young age was I as many people as I can help to discover their purpose, their passion in life, that no, you're not a mistake, you are here for reason, as many people that I can help to do that, I'm going to do it, I'm going to dedicate my life to that. And that's what I've done. You know, I've, I've done it through my training, my coaching my speaking. And it's what I continue to do, because it's my purpose. It's my mission in life, you know, just like you Mike doing the same cut probably cut from the same cloth.

Mike Swenson
Yeah, well, in for me, really, the goal is, you know, why I have this podcast is to show different ways that people can build wealth for real estate. And, you know, yeah, we have a fair number of people that invest, but at the same time, I want to show Hey, I see this episode right here, this episode, and I can see that in myself. And I recognise Yeah, the path that they took to be successful. That's a path that I can follow. So it's a big reason why I like having different stories and different people on here doing different things, because that one episode might inspire you to say, oh, yeah, that path, I can see that or I can see how they thought about this. And I can do that inside of real estate. So it's really about exposing different ways to be successful in real estate is why I do this podcast. Absolutely. I love it. I love Yeah, walk us through then pre real estate you'd mentioned getting in real estate at 33 would love to hear what inspired you to get into real estate from what you're doing previous to that.

Knolly Williams
So when I was 13 Man, I knew exactly what I was going to do. I was going to be a rapper But, and as crazy as that sounds I knew I heard a song by Run DMC called, it's like that is like that. What? And that's the way it is. I was like, Oh, what is this? I was 13 years old. I was 1983. And I said, Man, I was born to do that. I'm gonna be a rapper. Of course, everybody thought I was crazy. And I might have been a touch. But I dedicated myself man that that's what I was going to do. And, you know, I did the research, I figured it out. I was like, how do I, and one of my favourite magazines that I would subscribe to is a magazine called Small Business Opportunities magazine. I don't think it's around anymore. But I was I was, I used to subscribe to that magazine. I think when I was 12, I started subscribing. And I didn't know any other 12 year olds that were reading.

Mike Swenson
I was just gonna say that there's probably not a lot of 12 year olds that subscribe to that.

Knolly Williams
In fact, that same year when I was 12, I enrolled in computer programming classes, because I thought I was going to be a computer programmer. So I was going to be a computer programmer that wrapped, I guess. But that was that was really a beautiful thing like is that I had some sense of direction, you know, whether it was crazy or whatever, whatever it might have been, I had a hope, a vision, a reason for like, Okay, this is what I'm gonna peg my steak to. And so by the time I was 16, I was already going into studios recording, doing stuff like that we lived in when I was 10 years old, my mom moved us from Ohio to South Central LA. And South Central was pretty bad back in 1980. It's better now I hear. But then she moved to sort of the outskirts of LA, still still in Los Angeles. And it was just rough man. It was gangs and everything like that. And so I started moving into doing gangster rap. That was what everybody was doing back then. So I would start doing gangsta rap and everything. And I left home and I was doing going to studios recording my gangster rap. And I had an encounter with the Lord man at age 18. And I left it all behind. And my uncle came to to California said, Boy, you, you need to come visit me in Austin, Texas and said, Man, I'm not going to Texas, bro. And I said, Okay, I'll go visit. And I never left man, I took a duffel bag for a three week visit. And I was like, this is this is it, and I never left.

Mike Swenson
And that's why gangsta rap never took off. And Austin didn't take off. They didn't, because you didn't do it.

Knolly Williams
So I got into doing Christian rap. And so I started my record label. The idea for it when I was about 19. And then when I was 23, I quit my job and went full time into my record, you know, the music business full time. And I raised $1,800, from family and friends. And it was interesting how I did it. So I just asked like, Hey, Mike, you know, I'm starting a business. You know, as my first business ever, I've been wanting to do this since I was 12 years old. Would you mind helping me start my business, I need $1,800 to record my first album, and I'm doing shares, they're $25 each, and you can purchase as many shares as you want. I mean, it's not, you're not gonna get no ownership or it's not alone. You're just gonna help me reach my dream. And then and I put a letter in a and I had a self addressed stamped envelope. That's how we did it back in the day. This is before email I'm talking about this was 1993. And I got all these man people just was loving on me, and I got a raise the 1800 bucks. So I gave my boss at the time, I worked for a law firm. And notice that, hey, it was a three month notice, I'll train my replacement because I was doing graphic design had self taught myself how to do it for a law firm and, and I started going into, I started this this record label. I did a magazine and a record label. And I told my wife because we had two incomes. I said, Look, if you support our family for 12 months for one year, you'll never have to work again. You'll be able to quit your job, things are gonna be great. And you'll never have to work again unless you want to. Or you can just work with me. And that's it. 11 months later, bro to the day just about, she quit her job and she's never had another job outside of working with me. Or if she decided she didn't want to work with me no more. She just didn't work. You know. And so, so God it really, really blessed it. Within five years. We I was making over 150,000 a month in that business. I had 18 artists, 14 employees. And it was quite a big operation. We were distributed by EMI capital. I figured out the game the business didn't know what I was doing when I got into it, but I figured it out as I went. And I was I became I made my first million dollars by the age of 20. And I you know, and I was doing really well. Very well. And three, three years after that after I was a millionaire at age 29 I bought my first house when I was 26 and it was a nice 6000 square feet seven bedroom home on 10 acres. And four years later, man I was flat broke. I lost it all. And I was bankrupt. Because the music industry changed. Mike and I didn't change with it. Everything went digital. And I had my head in the sand. I said, Man, we just can't we just came from cassette to CD, that mp3 ain't going nowhere. We just the internet had just come around. I mean, within a few years of this, I mean, we just were on we just got on the internet in 1997, with our website, so. So you know, I was, you know, to cut that long story that I've already told down. Basically, at the close of sitting at the closing table, I was able to liquidate my home right before it was about to be taken by the bank. And I paid the real estate agent 29,375 bucks. Okay, on the settlement statement. And I say, Wait a minute. Hmm. So I looked at Jack McDonnell. I called him up. I said, Man, you think I could do this? That's that was my REMAX agent. I said, Man, you think I could do real estate? He said, Yeah, man, you could totally do it, bro. From what I've seen, man, you could crush it in this. So I got I started, you know, with REMAX. That's how I got that's how I got into game. And you know, it's interesting, Mike, because if you really look at it, okay, if you really look at it, this is how I kind of see things. There's sort of this unseen hand, the sort of guiding your life, every play every step of the way. You may not acknowledge it, you may think it's just coincidence. But I know even when I was on the streets, going from house to house to age 16 1718, I call it the land of anything goes because I was out there bad. Even then I was protected a lot, man, I was thinking about it this morning, a lot of situations happen, where my life was in danger. And I was got, you know, the Almighty protected me. And so this this whole, as, as I'm making this journey, Mike, and as I'm doing all the stuff, I'm like, This is a story. I know that there's other people that are struggling, like I struggle, there's a lot of people that have gained it all lost it all. Maybe some that have never even gained it. Maybe they're maybe you're looking for your first million you've never had it. Maybe you've never even had six figures. Okay, I was making six figures a month at age 29. That was more than 29. That was more than 20 years ago. Okay, I made my first million dollars. And I've made millions and millions and millions of dollars since then. But what I discovered was that there's nothing that gives me a better feeling than helping somebody else succeed. I'll tell one story, and then I'm gonna throw the mic back to you, Mike. This last year, I'm gonna tell and this is how I knew that I was a giver. See, I thought that some people are givers and some aren't. The reality is we're all givers. I was in a coffee line. And this was after I had already joined Keller Williams. And I was at a coffee line. This guy walks up to me says, Are you Natalie Williams? And I'm looking I'm like, but I hadn't had my coffee yet. I'm like many too many black cowboys have been here, bro, come on. You know, I'm thinking to myself, I didn't say it to him. And I said, Well, do I know you? Have we met or anything? He says Nah, man. I've never met you. But I want to tell you what you've done for my family. That's it for your family. That's it. So I leaned in, I said, Talk to me what's going on? He said, Man, I was on the verge of quitting the business. And I saw a video that you did with Tony to sell an interview you kind of like what we're doing right now, Mike. And I listen, I watched it. I watched it again and again. And I was on the verge of quitting my business. My whole family told me to get out of the business. You know, get go get a real job. I stuck with it. And I took over 60 listings in this last 12 months. And because of you I've been able to put food on the table for my family. They got me man, right, he got me right here, bro. And I knew right then that's the paycheck you'll never spend. You know, I've made millions of dollars, and I've spent millions. But what that guy gave me and what I continue to give almost on a daily basis is you know from doing what I do now, which is paying it forward and helping others is the paycheck I'll never spin and so I can never get enough stories of people that say hey, I listened to your, your podcast with Mike Swenson. Man, I heard your story, bro, it lifted me up. And I went on to start this business or whatever my case might be. And I've heard some crazy with my people that were on the verge of suicide and so on. And so that's what that's why I do what I do, man and I'm very excited to do it

Mike Swenson
Because you've had such a broad experience in business, that you see things in a different way and what I love is a fresh perspective I get I get to coach newly hired admin In a consulting business, and I tell them like you'll never have a fresh perspective on being in real estate, you know, this is on kind of more of the residential admin side. But they see things a different way. And so many times people who have been in real estate for so long, don't see that. And I love your comment where you said, the industry is changing, and I didn't change with it. And that makes me think about real estate as well, because there's so many different things happening with technology, and all those different things that it's changing, and you have to be smart enough, just because you're successful, you still have to learn to adapt at the same time. And so you've been able to kind of see success in different industries and apply that to the industry you're in today or the the thing you're doing next. And for somebody that's a trainer and a coach, you can pull lessons from your past experiences in different industries and apply them to where people are at today. So I love that.

Knolly Williams
Yeah. And the fact that I love to study other industries is a big bonus, too. I just geek out on it. It's not something that everybody loves to do. But I've always loved. I just love the the idea of business. I mean, I wanted to be a pastor, I'm gonna tell you the truth. When I started getting in the scriptures, man, I said, I've been a Bible teacher since I was 18 years old. And I wanted to be a pastor, I was like, Man, I'm gonna go, I'm gonna start a church boy, we're gonna do it, man, I'm gonna go against the, you know, the, I'm gonna go against the enemy. And I was on it. And I kept getting, I didn't have a piece about it. And I remember one day, and because I have, I studied quantum physics, that's my favourite subject. And, and I live a lot of my life in the spirit realm, like my head is up in that, and I gotta sometimes I gotta pull down and get grounded and stuff like that. It's like, Wait, hold on a snap out of it. Because, you know, Hello, we're here. So but but in the spirit realm, which is I believe we're spirit beings. I liked the way Wayne Dyer said it. He says the garage. I mean, the soul is just, I mean, the body is just a garage, where we temporarily park our soul. The body is just a garage where we temporarily park our soul. So that's kind of how I see it. But I remember one day, the Lord took me out driving around, he said, let me go show you something. So he said, What do you see? And I was driving around Austin and certain area of town. So I look up, there's a church right on the corner. So I kept going driving around and says, there's another church did I drive down the street made a U turn, whatever. And there's another church on this side. It says, Man, I got that covered. I don't need any I don't need you to be a pastor, bro, I, I got you. In the business, I want you to be the business healer. And I got into the business realm. And that's what I love. I mean, I love it, man, I love I love making money, I got no shame in it. I just love it, you know. And so and I like to look at the different ways that people make money. So that's why I love your show to bro because that's what you're exposing. And the reality, Mike, somebody's listening to you and I right now, if you're not making the kind of money you want, or you're not living the kind of life you want, or you're you don't have the kind of freedom like you don't have time, freedom, location, freedom, or financial freedom, or all three, hopefully, it's not that you maybe don't know something or you don't, you haven't learned something or that maybe it's that you're not implementing maybe you're not consistent, like Mike is. Maybe there's just fear involved, and maybe you need a business healing. And that's, that's why I'm here is because what I've come to understand like is that I don't think people are broken, but they are wounded. And a lot of the things that I was wounded with as a child, I brought into my business until I was able to clear that and and say, Wait a minute, why am I working so hard and hustling so hard? And what am I what am I trying to prove? Oh, I'm trying to prove to mom that I'm actually worthy of love. Oh, yeah, that's what I'm trying to do. Okay, so maybe that's a trauma response. And once I was I started realising like, wait a minute, if you look at a this this morning, I was looking at a six month old, one of my dear friends, she's got a She's her granddaughter is six months, our grant son is six months old. So they were FaceTiming and everything and I'm like, what is the six month half to a six month old have to do to be worthy of love, or to gain love, earn love? Nothing. You know, that little boy was born, to be loved. And so was I. And once I started understanding that Mike at a deep level, I started realising, man, I'm not broken. Okay. There's a book called, you're not broken. I'm just wounded. And if I can help heal that wound, then I can stop operating the way I've been operating, which is a trauma response. And a lot of a lot of our entrepreneurs out there, they're just on the hustle and grind. All they did Mike was they left the rat race to jump on the hamster wheel. Deal. And they're putting in 1214 16 hour days doing a bunch of nothing man. And if I if you were to analyse as a COO, and if I was to analyse their, what they did today, or what they did yesterday, there's probably about one or two hours of their day that actually move the needle in their business. The rest of it was just putting out fires, status, maintaining status quo, and just wasting time, bro. And busyness does not equals business. So my whole thing is helping entrepreneurs see that there is an easier way to do it.

Mike Swenson
Well, and it's so hard when you're in the thick of it, you maybe got some bad advice, you're just doing the best you can with the information that you have. Right? And so you're just surviving, right? Like, yeah, you know, if you're treading water, it's hard to see too much above the water, because you're in the water and all your energy is focusing on treading water, treading water, just trying to keep your head from going under. So talk about some of the things that you do, you know, somebody comes to you and says, Hey, I'm struggling right now, my business, how do you step in and help? Or how does that conversation start?

Knolly Williams
Yeah, so I've discovered man, that there's a seven step process and to what I call the, it's called three hours a day. And the concept that three hours a day, is that you spend three hours per day doing the things that actually move the needle in your business, which is only really a couple of things, you know, of all the stuff that you do. Depending on if you're in, by the way, I learned this early on, in businesses that any business owner will only ever have two problems. And that's good news, actually, because a lot of times, as business owners, we think, man, we got all these problems to solve, we'll really only have two, you either don't have enough money, that's a cashflow problem, okay. Or, you know, it could be a wealth creation problem, too. But you, you can create money through, you know, lead generation, and going on appointments. I mean, that's the two things, if you only did those two things in your business, and you focused on listings, by the way, your listings based, but you just all you did with your three hours with generate leads and go on appointments, you would be very wealthy. Okay. And if you had someone else do everything else, that'd be even better. But with the rest of your time, you know, you can. So you know, you could do other things. But eventually you'll see that it and this is what I what I figured out in my own business was that there was only a couple of things of the 46 things that went into a listing, step one, generate the Leads Step 40, was to close the transaction. And then there were six steps after the closing, there was only five things that required a licence in Texas. And there were only two things that were worthy of my time and attention. That was to generate the lead and go on the appointment close, and basically close the deal, close the sale, everything else I had handled by someone else. And eventually I leveraged out going on the appointment. And then if you have so the second problem is time, you don't have enough time you become so successful. And this is like I have one of my coaching students was the top in her in her office, over 400 agents. She sold a lot of houses, but he was working 14 1516 hours a day, and I was able to get her down to that three hours a day. And the reality is that he was just working all the time. And obviously, that's a leverage problem. You know, and your focus there is going to be leadership, okay, it's going to be you know, your number one focus, how are you leading, and, you know, in orchestrating your team, and then your second focus is going to be branding, branding your organisation, you know, you already have somebody doing lead generation and appointments, okay. And you Mike as a clo profile. You know, you could actually hire somebody to do lead generation and appointments, and you're operating sort of this back end. That really is the the real game, that's the real business. And you're making sure that every player is where they're supposed to be, you know, so you're no longer on the field. As a player, you're now sort of as a coach, you know, and you have sort of a unique perspective on every play that's being made and you're calling the place. So, so So, to answer your question, it's a seven step process, it starts with honing your superpower. Step one, okay. And you hone your superpower to hone your superpowers to really understand, what are you uniquely gifted with? And most people only have one or two specific, unique gifts and talents, that it doesn't matter. See, a lot of times people think, Mike, that they go about it in the wrong way. It's like what it what was I made to do? That's the wrong question. Okay. Once I understand who I am, I can apply that in 50 different businesses. I often joke with people that you know, I understand that my gift is connecting with others at a deep emotional level, almost at a spiritual level and And if I was selling Plumbing Parts, I'd be doing the same thing. I just happen to be in real estate. And as I've skated through life in different industries, it still doesn't matter what industry that I'm working in, I'm going to be successful, as long as I know my superpower. And I apply that to what I'm doing. Okay. And I know I understand where I'm weak, and partner with others who are strong in those areas. Okay. And then from there, it just moves on down through the other seven steps, you know, you evaluate your business, and then you, you, essentially you leverage out your business, you know, and then you organise your business, I believe you should leverage your business. In other words, you should delegate before you organise for most people. Now, unless you're like Mike and your high sc on the disk, then you could do it the other way around. But if you're a high D, like most salespeople, you want to probably higher in SC or CES, or you could be a DC, you know, somewhere in that profile, and let them organise your business, okay, and create your team operations Bible and all that. So so. So it is a seven step process. I know, we don't have time to unpack the whole thing today. But and it's so fun, man, it's so fun. Because once you've done this, this is not necessarily a once and done, but it is a one time project that you work on your business. And once that is, once your playbook is in place, everything in your life becomes easier, much easier than it is right now.

Mike Swenson
So what what are your three hours a day look like? Where do you spend time? Or where's your focus?

Knolly Williams
Yeah, so my focus now is on branding and leadership. So I have 300, as of today 331 That I'm leading, see if I can that I'm leading? And so I'm in of those, I recognise that there's there's always going to be a very small percentage of leaders. And that's just the way it is, you know, that's a whole nother podcast, right? What, Why, what the history of that. So I do leadership, and branding. And that's it. That's what I focus on leadership and branding. I have others on my team that handle because your marketing and, and sales is, you know, and lead generation is really going to be ultra critical. But if you can hire that and have others do that, you know, and by the way, when you're doing branding, that's just another level of lead generation, you know, because now you're doing TV shows, you're doing podcast, you're doing video, you're doing YouTube, you're doing all this other stuff. That is still lead generating, right, but it's at a different, you know, maybe a different level, different stratosphere, if you will.

Mike Swenson
Yeah, well, and that's the power of, of doing, you know, videos and podcasts. And I've been a fan of making videos for a long time, because this stuff's out there all the time. You know, somebody can run across the video from a couple of years ago. And it inspires them, it hits them in the right spot. And so it's like, you're you're planting seeds all over this field. It could be a YouTube video from five years ago, it could be a, you know, a tick tock, tick tock hasn't been around for them, let's just say two years ago. Yeah, it could be something that pops up in your feed based on your algorithm or you deep dive into somebody or something and a suggested video pops up. And so creating video content is you're just planting seeds all over the place. That yeah, it could be five years 10 years from now that pops back to you. So that's important for me of creating great video.

Knolly Williams
Let me say this real quick. My is that, you know, we're here for three reasons. Number one, we're here to be. We're human beings, not human doings. You look at this, the study of creation. We didn't it's not like God created us to work for him. I mean, we didn't even have jobs. You know, when we were created we were just there like he said, enjoy the garden man have just enjoy yourself. That was our job was to have fun. So we're human beings. First and foremost, we're here to have an experience is what that means. Number one, we're here to do something you were here you were created to to have a mission, you have a purpose, a unique purpose. And then number three, we're here to give. Okay, we're here to be do and give. You are a giver. If you're not getting right now. It's just because you haven't tapped into that. But I believe every person is here to give. So those are the three you asked me what am I doing today? Here's actually my schedule for today. Mike. You know, you're listening to the podcast can't see this. But I'm showing Mike. This is my three hours. I've got a podcast with Mike Swenson, the man of the hour. Okay, that's one hour. Then I'm going to be on another podcast this afternoon. And then I'm planning a book tour. So I'm gonna spend one hour doing that. I've got other team members that are in play with that as well. And that's my three hours today, you know, and I do it Now, now and by the way, it doesn't mean that you have to cut your workday down to three hours like I do. Some people are going to work eight hours, but you're going to spend three hours a day, this is all science. And you know, the book is out on McGraw Hill. And we did a lot of science behind all of these things that I'm sharing a lot of the studies and so on that are out. And the reality is, there's only about 10% of the things that you do every day, that are creating 90% of the results in your business. And if you could only spend your time focusing on the 10%, you'd probably be working three hours a day. Now you could work, you know, eight hours a day, and but as long as you're doing those three hours, I don't care what you do with the other five, you know, because you're actually still moving the needle, and eventually you'll be like, Why am I working these extra five hours? I really don't have to, and then you'll be like, Okay, well, what am I going to do? And people have a lot of fear, Mike, because most of us are workaholics I know I know I am I'm probably still be classified that way. Because I've never, I never took time to, to tap into the other 14 Life areas. So I just spent it on work. And I didn't realise it was 13 other areas of life, that I can actually take my time and attention and get that dopamine fix which, which is what I was after. I mean, let's be honest, I like the rush of business, and the dopamine hit that I'm getting. So now I booked you know, I booked a one way trip to Europe. And that's a dopamine rush for me. I don't know what I'm doing tomorrow, you know, I'm just going to go for three weeks. And by the way, let me say this last thing, and then Mike's gonna put putting the mic back to Mike is that if you can't leave your business for 10 days, and put away your cell phone, which I did. And I discovered that it could be done the first time and I and I've been geeking out on this ever since. If you can't do that, without some kind of traumatic, something happened in your business or, or robbing you of your joy while you're actually on your vacation, then you you need a business healing your your business needs to heal.

Mike Swenson
Yeah, and I mean, we talked about so many great concepts. And we didn't talk about, you know, anything specific to real estate in terms of, you know, how to get a listing what to say to a buyer or seller or something like that. But all these principles are so applicable. And it really, it sets up everything else. When you can get focus on how you're spending your time what you're spending your time on, a lot of that kind of just falls into place. And so it's something that I'm looking at as as my business continues to evolve on the investment side. Yeah, where are those best practices? For me the best places to spend my time.

Knolly Williams
Yeah, I'm more than happy to come back. And you know, I wrote another book called, you know, success with listings. And that's over 450 pages where I really people say, Man, I want to pick your brain, how do you do over 1000 deals? In your first 10 years in the business? Well, I picked it, it took 450 pages. And I can I'd be happy to come back. And we can just talk about that, you know, how do I get listings? How do I how do I get listings today, like in this market? What are the five things I should focus on? What are the eight listing, which I teach kind of eight areas that you should focus on for listings? But you know, a lot of times, Mike, that you know, I love tactics, and I know you do too, because your profile, we like the specific the How to Sometimes though, you need something that's a little bit more, it might seem a theoretical, but it really is more mindset. Because once you get your mind, right, and I ask people all the time, what percentage of your success is mindset? And they typically will tell me it's, you know, in their, in their opinion 7585 90%. So that's what we really been talking about today. And hopefully, there's some key take I know there's, I know for sure, I'm going to say hopefully I know there's going to be some key takeaways, where you're able to see things in a different light a different perspective. And from that, you'll say, Hey, let me do what I'm supposed to do. Let me let me do what Mike's been telling me to do these last two and a half years.

Mike Swenson
Yeah, well, and I was just going to bring this up because you talked about mindset, I do mindset coaching, I'm going through a programme right now. And you know, they talk about so your your thinking mind can process 40 bits of information per second. But your unconscious mind can process 4 million bits of information per second. And that really, that really speaks to how your unconscious mind sets up your conscious mind. And so like, you know, there's a lot of people that say, Well, I don't need coaching, because everything's all the information is out there on the internet. Well, it is. And you would have probably succeeded by now if you would have used that information that's out there. So yeah, so it's kind of the, you know, they always talked about you know, no person steps in the same river twice, right, because the the person is not the same person. The river is not the same river. It's kind of that it's the right information at the right time. That's from In your life is where and when you're open to hearing that information, applying that information that really matters.

Knolly Williams
So critical, glad you said that man. Because, you know, the subconscious in the, in the conscious mind is like the main subject of what I study. And, you know, it used to be that 88%, they would say is the subconscious and 12% is the, or 88% of the unconscious or subconscious, and then 12%, the conscious mind, but new research and I write about it, it's in my book, the new research all points to the fact that your conscious mind only accounts for 5% of the daily activities that you do, and 95% of the things that happen to you biologically and happen within your mind and in your brain and everything like that. And then your body 95% are autonomic in nature, their subconscious. And the truth is that you can actually train your subconscious mind, you can't command it, you can't demand it, but you can train it and you can woo it into actually working for you. Because it's always working. You know, people are like, Well, I'm not well, actually, if you look at the results you have in your life, that's your subconscious mind at work. And if you're broke, if you're if you're in survival mode, and you're drowning, your subconscious mind created that for you, because of the programming that's there. And if you reprogram it, it can create a new reality for you. So I'm glad you mentioned that. So, so important.

Mike Swenson
Awesome. Well, how can people reach out to you or find out more about what you're what you're doing?

Knolly Williams
Super easy. That's where all things nollie live, be sure to get the new book three hours a day, you can go to three hours a or just go to And it is already a best seller. So I appreciate those of you that have already picked it up, came in at number 31 And the top 100 there on Amazon, in this in the entrepreneurship category as a new release, and it's on McGraw Hill. And so I'm super excited about it, make sure you get that because that's me pouring into you everything that I know about to about really how to cut a five to seven year learning curve off the trajectory of your success. And start getting your mindset right and the tactics to go through the seven step process for creating the business of your dreams and you'll end the life of your dreams, I should say.

Mike Swenson
Awesome. Well, thank you so much for coming on and sharing your wisdom. It's just amazing. All the stuff that you've accomplished in so many different areas of life to you. You certainly have experienced a lot and been able to apply that to where folks are at today. So yeah, thank you so much the business healer nollie Williams, really appreciate your time today.

Knolly Williams
Thanks Mike. Appreciate it, buddy.


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