Wealth

The Only Video You Need To Get Rich

~15 min read

Chapter 9 of 10

The fundamental success principles that never change

"You have two people: poor person gets a million dollars, wealthy person gets a million dollars. Poor people get money and they start calculating the new furniture they could buy, the trips they can go on, the new car they could lease - they essentially spend the million dollars before it's even finished the wire transfer. The wealthy person doesn't rush to do anything with the money and starts considering based on their allocation and their portfolio: where can I get the best return that makes the most sense for the long term? Poor people use money to consume. Wealthy people use money to create more money." - Dan Martell

The Ultimate Wealth Mindset: Why This Is the Only Video You Need

Dan's profound insight: wealth isn't created by tactics, strategies, or market timing - it's created by fundamentally different thinking patterns that separate the wealthy from everyone else.

After building and selling multiple companies for over $100 million, Dan has distilled wealth creation down to its essential elements. This chapter contains the core principles that, once truly understood and implemented, make everything else possible.

The Core Philosophy

Dan's breakthrough realization: "Poor people use money to consume. Wealthy people use money to create more money." This isn't just about spending habits - it's about two completely different mental frameworks for approaching life, opportunity, and resource allocation.

The Three Pillars of Wealth Consciousness

Dan identifies three fundamental mindset differences that determine whether someone builds wealth or stays broke. Master these three pillars, and wealth becomes inevitable.

Pillar #1: 100% Personal Accountability

Taking complete ownership of your reality

Dan's Harsh Truth:
"I think most people are broke because they don't realize that they're responsible 100% for their life - like 100% accountable. There's nobody coming to save you. There's nobody that's going to do it for you. There's no moment where somebody passes away and leaves you a bunch of money. There's no lottery tickets. There's no going to the casino and winning. There's literally you saying: if I don't make this better, it will not get better."

Why Personal Accountability Is the Foundation of Wealth

The accountability principle isn't about blame or guilt - it's about power. When you accept 100% responsibility for your current situation, you simultaneously claim 100% power to change it.

The Victim vs. Creator Mindset:

Victim Mindset (Broke):

"The economy is bad, that's why I can't get ahead"
"Rich people are just lucky or connected"
"My boss/spouse/parents don't support my dreams"
"I don't have the right education/background/resources"
"The system is rigged against people like me"

Creator Mindset (Wealthy):

"What can I do differently to create the outcome I want?"
"How can I provide more value to earn more?"
"What skills do I need to develop to reach my goals?"
"How can I create my own opportunities?"
"What would I do if success was completely up to me?"

The Accountability Transformation Process

Step 1: The Brutal Inventory
List every area where you've been blaming external factors:

Income level: "My industry doesn't pay well"
Relationship status: "There are no good people available"
Health condition: "I don't have time to exercise"
Business results: "The market is too competitive"
Financial situation: "Everything is too expensive"

Step 2: The Ownership Flip
Rewrite each complaint as a personal responsibility statement:

Income: "I haven't developed skills that command higher pay"
Relationships: "I haven't become the person who attracts great partners"
Health: "I haven't prioritized my health in my daily schedule"
Business: "I haven't created enough value to stand out in the market"
Finances: "I haven't learned to generate more income than my expenses"

Step 3: The Action Plan
For each ownership statement, create specific actions:

Skills: Identify top 3 highest-value skills in your industry, commit to 1 hour daily learning
Relationships: Work on personal development, expand social circles, improve communication
Health: Schedule non-negotiable workout times, meal prep on weekends
Business: Study successful competitors, test new value propositions
Finances: Create detailed budget, identify new revenue streams

Case Study: The Accountability Transformation
Background: Marketing manager stuck at $55K salary for 3 years
Victim Story: "My company doesn't value marketing, they only promote people with MBAs"
Accountability Shift: "I haven't demonstrated enough measurable business impact to justify promotion"
Action Plan:

Learned Google Analytics, conversion optimization, marketing automation
Started tracking and reporting specific revenue increases from marketing campaigns
Presented quarterly business impact reports to leadership
Networked with marketing professionals at other companies
Built personal brand through industry content creation

Results After 18 Months:

Internal promotion to Marketing Director: $85K salary
External offers from networking: $95K-$110K range
Consulting income from personal brand: $15K additional annual income
Total income increase: 91% from accountability-based action

Advanced Accountability Strategies

The Reality Distortion Field Exercise:
Every morning, ask: "If I was 100% responsible for creating my current reality, what would I do differently today?"

The Victim Alert System:
Notice when you use words like "can't," "should," "they," "but," or "because" - these often signal victim thinking.

The Extreme Ownership Practice:
When anything goes wrong, immediately ask: "How did I contribute to this outcome, and what can I do to prevent it in the future?"

Pillar #2: Value-Based Compensation

Understanding that the world pays you for the value you create

Dan's Value Principle:
"They're broke because they don't realize that the world will compensate you based on the value you bring to the world. So if you're upset with what you're making income-wise, or you feel like people are taking advantage of you, you have to ask yourself: what could you do to become more valuable? What are the skills you have to acquire?"

The Value Creation Formula

Dan's insight reveals the fundamental equation of wealth: Income = Value Created × Ability to Capture Value

Breaking Down the Formula:

Value Created: The measurable benefit you provide to others

Problem solved × Impact magnitude × Number of people affected
Time saved × Hourly value of that time × Frequency of solution
Revenue increased × Percentage improvement × Duration of impact
Costs reduced × Amount saved × Consistency of savings

Ability to Capture Value: Your skill at being compensated for value creation

Positioning and pricing strategy
Communication and sales ability
Market positioning and differentiation
Network and reputation effects

The Value Ladder: Scaling Your Impact

Level 1: Personal Value Creation ($30K-$80K annually)

Skilled individual contributor
High competence in specific area
Reliable delivery of quality work
Examples: Expert programmer, skilled salesperson, talented designer

Level 2: Team Value Creation ($80K-$200K annually)

Leading and multiplying others' efforts
Building systems and processes
Managing multiple projects/people
Examples: Engineering manager, sales director, creative director

Level 3: Organizational Value Creation ($200K-$500K annually)

Strategic thinking and decision making
Building departments and culture
Driving company-wide initiatives
Examples: VP roles, division heads, senior executives

Level 4: Market Value Creation ($500K+ annually)

Creating new markets or categories
Building products/services that scale massively
Generating value for thousands/millions of people
Examples: Entrepreneurs, inventors, top consultants/speakers

Value Creation Case Studies

Case Study 1: The Programmer's Value Evolution
Level 1: Freelance web developer earning $60K annually

Value Created: Building websites for small businesses
Limitation: Time-for-money exchange, limited by hours available

Level 2: Development team lead earning $120K annually

Value Created: Managing team of 5 developers, ensuring project delivery
Multiplication: Managing $500K worth of development talent

Level 3: CTO at growing startup earning $250K + equity

Value Created: Building technology architecture supporting $10M+ revenue
Strategic Impact: Technology decisions affect entire company trajectory

Level 4: Founder of SaaS company, $2M+ annual income

Value Created: Software serving 10,000+ businesses, saving $100M+ annually in efficiency
Market Impact: Created new category of business efficiency tools

The Value Development Framework

Step 1: Value Audit

List all ways you currently create value for others
Quantify the impact wherever possible (time saved, revenue generated, costs reduced)
Identify who benefits from your value creation and how much it's worth to them

Step 2: Value Gap Analysis

Research people earning 2-5x your current income in related fields
Identify what additional value they create that you don't
Analyze the skills, knowledge, or positioning differences

Step 3: Value Enhancement Plan

Choose 1-2 high-impact areas for value enhancement
Create specific learning plan with timeline
Find ways to test and demonstrate new value creation ability
Build portfolio of results and testimonials

Step 4: Value Capture Optimization

Research market rates for your enhanced value creation
Practice communicating your value proposition clearly
Build network of people who can benefit from your enhanced value
Negotiate or find new opportunities that recognize your increased value

Advanced Value Creation Strategies

The 10x Value Rule:
Always aim to create at least 10x more value than you're compensated for. This creates sustainable demand and allows for significant compensation increases.

The Value Multiplication Principle:
Instead of just doing more work, find ways to multiply the impact of your work through systems, people, or technology.

The Compound Value Strategy:
Build value creation that gets more valuable over time - expertise, relationships, reputation, and systems that improve with experience.

Pillar #3: Worthiness and Self-Belief

Believing you deserve the wealth you create

Dan's Worthiness Principle:
"The third thing is to know your worth, because I don't think even if you had those first two - if you didn't believe you deserved more, you'll never get a penny more than you think you're worth. So if you don't feel you're worth more, even if you're more valuable, even if you're 100% accountable, but you don't ask for it, it will never show up in your life."

The Worthiness Paradox

Dan's insight reveals a cruel paradox: the people who most deserve wealth often struggle most with believing they deserve it, while people who create little value often feel entitled to everything.

Why Worthiness Is the Hidden Barrier:

You won't negotiate for compensation you don't believe you deserve
You won't pursue opportunities you don't feel worthy of
You'll sabotage success that feels "too good" for you
You'll accept less than market value because it feels "safer"

The Multiple Dimensions of Worthiness

Dan identifies several interconnected aspects of worthiness that all affect wealth creation:

Relationship Worthiness:
"Am I worth another person's time? Do I feel that interacting with another person could be valuable to them under the right circumstances?"

Professional Worthiness:
"Do I deserve to be rich? Do I deserve to have a nice car? Do I deserve to be in a loving relationship?"

Value Worthiness:
"I think a lot of people discount what they do because they think that everybody else knows how to do it. They don't realize it took you four years to learn that, or you do it two times faster than anybody else closest to you."

Reception Worthiness:
"I have friends that can't receive gifts because they don't feel worthy of those gifts. They feel like 'I have to earn those things' when they don't realize that we don't earn those things - we attract those things by becoming valuable."

The Worthiness Development System

Phase 1: Worthiness Assessment

Relationship Worthiness Inventory:

Do you feel comfortable in conversations with successful people?
Do you believe you add value to social and professional interactions?
Are you comfortable receiving compliments and recognition?
Do you feel worthy of mentorship from people you admire?

Professional Worthiness Inventory:

Do you negotiate for market-rate compensation?
Do you apply for positions/opportunities that match your skills?
Do you feel comfortable charging premium prices for your work?
Do you believe you deserve the same success as your peers?

Value Worthiness Inventory:

Do you recognize and articulate your unique skills and expertise?
Can you confidently explain why your work creates significant value?
Do you track and celebrate your professional achievements?
Are you comfortable being recognized as an expert in your field?

Phase 2: Worthiness Expansion

The Expertise Recognition Exercise:

List everything you know how to do that others find valuable
Calculate how long it took you to develop each skill
Identify results you create that others can't replicate
Ask trusted colleagues what they see as your unique strengths
Document specific examples where your expertise created measurable value

The Worthiness Affirmation System:

Daily: "I deserve compensation that reflects the value I create"
Weekly: "I am continuously becoming more valuable and worthy of greater opportunities"
Monthly: "My unique combination of skills and experience creates significant value for others"

The Value Documentation Practice:

Keep a daily log of value you created for others
Collect testimonials and appreciation from colleagues/clients
Track measurable results and improvements you've generated
Build portfolio of your most impactful contributions

Phase 3: Worthiness Implementation

The Compensation Conversation Framework:

Preparation: Document specific value created with measurable results
Positioning: Frame request around value delivered, not personal needs
Presentation: Share concrete examples of impact and results
Proposal: Request compensation that reflects 10-20% of value created
Partnership: Position as investment in continued value creation

The Opportunity Pursuit System:

Apply for positions/opportunities at the top of your capability range
Network with people at the professional level you aspire to reach
Volunteer for high-visibility projects that stretch your abilities
Speak/write about your expertise to build authority and recognition

Case Study: The Worthiness Transformation
Background: Talented marketing analyst earning $50K, believing she's "not executive material"
Worthiness Blocks:

Felt imposter syndrome in senior-level meetings
Undercharged for freelance work because "others have more experience"
Declined speaking opportunities because "I'm not expert enough"
Never negotiated salary because "I should be grateful for the job"

Worthiness Development Process:

Documented that her analysis increased client revenue by average $200K annually
Realized her specific combination of analytical + creative skills was rare
Built portfolio of case studies showing consistent results
Practiced articulating her value proposition with confidence
Started charging 3x previous freelance rates and getting clients
Applied for senior analyst role at larger company

Results After 12 Months:

Promoted to Senior Marketing Analyst: $75K salary
External offers: $85K-$95K from companies wanting her proven results
Freelance income: $30K annually at premium rates
Speaking opportunities: 3 industry conferences, building authority
Net impact: 150% income increase through worthiness development

The Wealthy vs. Poor Mindset: The Complete Framework

Dan's observations reveal systematic differences in how wealthy and poor people approach fundamental aspects of life.

Money: Investment vs. Consumption

Dan's Core Insight:
"Give two people a million dollars - poor person, wealthy person. Poor people get money and they start calculating the debt they could pay off, the couch they could buy, the new furniture, the trips they can go on, the new car they could lease. They essentially spent the million dollars before it's even finished the wire transfer. The wealthy person doesn't rush to do anything with the money and starts considering based on their allocation and their portfolio: where can I get the best return that makes the most sense for the long term?"

The Money Mindset Matrix:

Poor Mindset: Consumption Focus

"What can I buy with this money?"
Immediate gratification and lifestyle improvement
Money as a tool to acquire possessions
Short-term thinking and impulse decisions
Status signaling through consumption

Wealthy Mindset: Investment Focus

"How can this money make more money?"
Delayed gratification for compound returns
Money as a tool to create more money
Long-term thinking and strategic allocation
Status through asset accumulation

Implementation Framework:

Before Any Significant Purchase ($1,000+):

Investment Alternative Analysis: What would this money earn if invested instead?
Value Creation Assessment: Will this purchase help me create more value for others?
Opportunity Cost Calculation: What opportunities might I miss by spending vs. investing?
Timeline Consideration: How will I feel about this purchase in 1, 5, and 10 years?

The Wealthy Spending Rules:

Spend on assets that appreciate or generate income
Spend on experiences that create lasting memories or growth
Spend on tools/education that increase earning capacity
Spend on health/relationships that enhance life quality
Avoid spending on depreciating status symbols
Avoid spending to solve emotional problems

Time: Resource vs. Commodity

Dan's Time Principle:
"Wealthy people look at time as a resource that they can't get back, and they're always looking for ways to spend money to save time, not spend time to save money. Money can be created and generated - you cannot manufacture time. Understanding how to spend money to get time is the skill of wealthy people."

The Time Value Framework:

Poor Mindset: Time to Save Money

"I'll do it myself to save money"
Hours spent on low-value activities to avoid expenses
Optimizing for cost savings over time savings
Trading time for small financial gains

Wealthy Mindset: Money to Save Time

"What's the most valuable use of my time right now?"
Paying for services that free up time for high-value activities
Optimizing for time leverage over cost savings
Investing money to reclaim time for wealth creation

The Time Investment Calculator:

Formula: (Your hourly income target) × (Hours saved) = Maximum spend to save time

Example:

Target income: $200,000/year = ~$100/hour
Task: Yard work taking 4 hours weekly = $400 weekly value
Annual time value: $20,800
Spending up to $15,000/year on lawn service = $5,800 annual profit

Time Leverage Implementation:

Level 1: Personal Time Leverage ($50-$200/month)

House cleaning service
Meal delivery or prep services
Online grocery delivery
Basic administrative support

Level 2: Professional Time Leverage ($500-$2,000/month)

Virtual assistant for scheduling/email management
Bookkeeping and tax preparation services
Marketing and content creation support
Technical support for business systems

Level 3: Strategic Time Leverage ($2,000+/month)

Executive assistant for high-level tasks
Team members for business operations
Coaches/consultants for specialized expertise
Investment managers for portfolio management

Personal Development: Investment vs. Expense

Dan's Development Philosophy:
"Rich people are harder on themselves than anybody else will ever be. I think their work ethic is a reflection of their gratitude. Rich people honor the fact that they've been given an opportunity and a blessing."

The Development Divide:

Poor Mindset: Personal Development as Expense

"I can't afford to spend money on learning"
View education/coaching as luxury spending
Wait for employer to provide development opportunities
Focus on free resources without implementation

Wealthy Mindset: Personal Development as Investment

"I can't afford NOT to invest in learning"
View education/coaching as business investment with ROI
Take personal responsibility for skill development
Pay premium for expert guidance and accelerated learning

Dan's Personal Development Investment:

$1.5 million total investment in himself over career
$388,000 invested in single expert over three years
$30,000 for one hour of world-class consultation
ROI: 20x increase in earning capacity

The Development ROI Framework:

Skill Investment Analysis:

Current earning capacity from existing skills
Target earning capacity with new skills
Investment required for skill development
Timeline to proficiency and income increase
ROI calculation and payback period

Example ROI Calculation:
Skill: Digital marketing expertise for consultant
Current Income: $75K annually
Target Income: $150K annually (proven market rate)
Investment: $15K (courses + coaching + certification)
Timeline: 12 months to proficiency
ROI: 500% return in year 1 ($75K increase vs $15K investment)

The Greatness Definition: Impact vs. Achievement

Dan's Profound Definition of Greatness:
"My definition of greatness is very simple: are the people closest to you better for having you in their life? That's greatness. Do people - your family, your friends, your peer groups, your co-workers - would they say their lives got better the more time they spent with you? A great person finds the greatness, pulls out the greatness, holds expectations of other people's greatness to the highest potential and shows them through their own actions that it's possible."

The Greatness Framework

This definition revolutionizes how we think about success and wealth. True greatness - and sustainable wealth - comes from making others better, not just making yourself richer.

The Greatness Assessment:

Personal Relationships:

Do family members seek your advice and guidance?
Are friends better people because of your influence?
Do you inspire others to pursue their highest potential?
Are people grateful for the time they spend with you?

Professional Relationships:

Do colleagues perform better when working with you?
Are team members more motivated and capable after interacting with you?
Do clients/customers achieve better results through your involvement?
Are business partners more successful because of your contribution?

Community Impact:

Does your community benefit from your presence and participation?
Are you creating positive change in areas you care about?
Do you inspire others to contribute and make a difference?
Will your impact continue to benefit others after you're gone?

The Greatness-Wealth Connection

Dan's insight reveals why this definition creates sustainable wealth: people pay premium prices to work with individuals who make them better.

Why Greatness Creates Wealth:

Premium Pricing: People value transformational relationships
Customer Loyalty: Clients stay with people who improve their lives
Referral Generation: Satisfied people become advocates
Opportunity Attraction: Great people attract great opportunities
Legacy Building: Creates long-term value beyond immediate transactions

Case Study: The Greatness-Driven Business
Background: Leadership coach struggling to differentiate in crowded market
Shift: Changed focus from selling coaching to making clients genuinely great leaders
Implementation:

Developed comprehensive assessment of leadership impact on teams
Created measurement system for employee engagement and performance improvements
Built follow-up systems to ensure lasting behavior change
Started celebrating client successes more than personal revenue

Results:

Client retention: Increased from 6 months to 2+ years average
Pricing: Increased rates by 150% with no reduction in demand
Referrals: 80% of new clients from referrals vs. 20% previously
Reputation: Became known as coach who creates lasting transformation
Revenue: Tripled annual income while working with fewer clients

The Life Mission: Becoming Who You Needed

While not explicitly stated in Chapter 9, Dan's underlying philosophy permeates everything: "Become the person you needed most in your darkest days, and share that person with the world."

This principle connects all wealth-building activities to deeper purpose and sustainable motivation.

The Mission-Driven Wealth Framework:

Step 1: Identify Your Transformation Story

What was your lowest or most challenging point?
Who or what would have helped you most in that situation?
What specific guidance, resources, or support did you need?
How would your life have been different with the right help?

Step 2: Develop That Person in Yourself

Build the skills and knowledge you needed then
Develop the character and wisdom that would have guided you
Create the resources and systems that would have supported you
Become the mentor you wish you'd had

Step 3: Share That Person with the World

Identify others facing similar challenges you've overcome
Create products, services, or content that provides the help you needed
Build systems to reach and serve people in similar situations
Use your success to amplify your ability to help others

The Mission-Wealth Alignment:
When your wealth-building activities align with becoming the person you needed most, several powerful things happen:

Authentic Authority: Your expertise comes from genuine experience
Emotional Connection: People trust those who've walked their path
Sustainable Motivation: Purpose fuels persistence through challenges
Premium Value: Transformation-based services command highest prices
Compound Impact: Success multiplies your ability to help others

The Implementation System: Putting It All Together

The 90-Day Wealth Mindset Transformation:

Days 1-30: Accountability Foundation

Complete brutal inventory of all areas where you've blamed external factors
Rewrite every complaint as personal responsibility statement
Create specific action plan for each area of ownership
Begin daily "extreme ownership" practice
Start tracking all wins and progress from accountable actions

Days 31-60: Value Creation Focus

Complete comprehensive value audit and documentation
Identify gaps between current value creation and target income level
Begin systematic skill development in highest-impact areas
Start measuring and communicating value created for others
Practice value-based pricing and positioning in all interactions

Days 61-90: Worthiness Integration

Complete worthiness assessment across all life areas
Begin worthiness affirmation and documentation practices
Start applying for opportunities at target level instead of comfort level
Practice receiving compliments, gifts, and recognition gracefully
Negotiate for compensation that reflects value created

The Ongoing Wealth Consciousness Practice:

Daily Habits:

Morning question: "How can I create exceptional value today?"
Evening reflection: "What value did I create today, and how can I capture more of it?"
Accountability check: "What did I do today to take ownership of my results?"

Weekly Reviews:

Assess progress on accountable actions from current week
Document value created and results achieved
Practice worthiness exercises and affirmations
Plan high-value activities for following week

Monthly Optimization:

Review and adjust goals based on results and learning
Identify new opportunities to create value or claim responsibility
Invest in personal development aligned with value creation goals
Connect with others who embody wealth consciousness principles

The Compound Effect of Wealth Consciousness

Dan's framework creates compound returns because each principle reinforces the others:

Accountability drives action that creates measurable value
Value Creation provides evidence that builds worthiness
Worthiness enables capturing full value of accountability and creation
The cycle repeats at higher levels with greater impact

This isn't just about getting rich - it's about becoming the kind of person who naturally creates wealth as a byproduct of creating value for others while taking full ownership of results and believing deeply in your worth.

Your Wealth Consciousness Transformation Starts Now

Remember Dan's core insight: "Poor people use money to consume. Wealthy people use money to create more money."

But the deeper truth is that wealthy people use everything - time, relationships, challenges, opportunities - to create more value for themselves and others. They take complete ownership of their results, continuously develop their ability to create value, and believe deeply that they deserve the wealth that flows from genuine value creation.

The choice is yours: consumer or creator, victim or owner, scarce or worthy.

What will you choose today?