David Selinger, Tracy Brinkmann

Tracy Brinkmann  00:00

How are failures? Just platforms to your success? Stay tuned to find out. Okay, here’s the question. How are we dark horses? You know, the ones everyone is betting against the ones they don’t expect to win place or even show on the track. And they’ll even laugh on us when we talk about trying. How do we show the world our greatness and triumph? Come on? Well, that’s the question. And this podcast will give you the answers. This is the dark horse entrepreneur. My name is Tracy Brinkmann. What is up? What is up? What is up my Dark Horse, friends and family. Welcome back to your weekly dose of artificial intelligence learning. I’m your Dark Horse host, Tracy Raven, and you? Well, as you already know, that question is infinitely more important. You are a driven entrepreneur or business owner or hoping to be one very soon. Either way, you’re here because you’re ready to start, restart kick start, just start leveling up with some great marketing, personal or business tips and results in order to build that beautiful business of yours into the Empire. It absolutely deserves to be and that’s why I’m here bringing you yet another big episode because today, David Salinger, he’s going to share a wealth of information, why you should eat what you kill, why you should get back to your roots, the benefits of merging ideas old and new, with the current trends, integrating the into the prospects life and needs and why your failures are truly your platforms to success. Plus, I want to get you a little teaser in here for next week’s interviewed episode guest who’s a best selling author speaker, Iraqi war veteran and bad ass biker chick. You heard that right. As per usual, the Dark Horse corrals are chock full of personal business and marketing G O LD spilling from every corner of the Dark Horse entrepreneur HQ. So let’s get to the starting gates and go already my Dark Horse friends and family. Tonight’s guest is David Salinger. Now, David was an early employee at Amazon. Working directly under Jeff Bezos, he led the r&d arm of Amazon’s data mining and personalization team. He’s co founded red fin, which is now a multi billion dollar company. He founded rich relevance a company that offers personalized shopping experiences for large brands, that includes Macy’s, Barneys New York Office Depot, and the list goes on. Now he’s inventing the next big thing, deep Sentinel. Now I’m not going to share any of the goodness and all that Dave Cheryl, that So David, welcome to The Dark Horse entrepreneur, brother.

David Selinger  02:40

Thank you very much Tracy. Great to be here. I’m excited to to reach out to your audience. It sounds like there are folks that are very close to me in terms of the Spirit and way they view the world. So I think this would be a great, great chat.

Tracy Brinkmann  02:52

I think you’re absolutely right there definitely. We have a handful of serial entrepreneurs that lend us their ear, but lots and lots of solo. And I call them indie printers, they’re out there just doing their own thing, which you clearly are, for those that can’t see or may not be watching the video part of this man’s got this awesome little Star Wars collection behind him. So we were we were we were doing some note taking about kiss versus Star Wars. The vote is still out.


It’s a whether you’re at the top of the you know, an organization and you’re an entrepreneur in that sense, or you’re doing something on your own. I think the the mentality is really similar in that you see something that needs to be done better, differently, smarter, faster, more customer centric, and, and you do it and you invent, misuse the term that I learned in sales, you eat your own dog food every day, all day long, you eat what you kill. And that’s it. And there’s something about that ability to combine a skill and sales. And to do those two things together means that you understand in the context of technology, you have to understand technology so much better, because you have to understand it, not just what does it do, but why does it matter? Why would they ever want to buy something from

Tracy Brinkmann  04:13

right and how and how can they leverage it? You’ve got to know that for them quite often. Because sometimes I think to spin off what you’re saying there. They can’t put the gears of the cog together. They can see the cogs Oh yeah. That’s cool. That’s amazing. So what then you start educating and saying, Well, if you did this with it, guess what would happen? And then their their gears start rolling. And that’s where I think those entrepreneurial mindsets really step in. But like I was telling you, I want you to tell your story. Good, bad, ugly ups, downs, rights laughs that brought you to where you are. And obviously, that’s going to lead right into deep Sentinel that we’ve kind of teased a little bit here.


Yeah, sure. So I’ll give kind of the two minute version of my my background. Okay. I grew up in Southern Oregon. You In Josephine County grew up in a little town called Merlin which is a suburb of Grants Pass Oregon. Grants Pass is known mostly for its river has a beautiful river called the road river that goes through it. And I grew up being an outdoors and river kid. We used to go rafting, whitewater rafting every Thursday, which is my dad’s day off, and then on the weekends, and that really defined my childhood, we would go swimming during the week, my mom would take us to go feed the ducks as little kids like everything was about this beautiful river that we have flowing through there. In fact, if you if you’re interested in you want to learn about another kind of cool entrepreneur. They’re one of the families in that town started a jet boats to go up and down the river. And it’s one of the most amazing experiences all my friends that go through Oregon, I always tell them to stop and Grants Pass and go on Hellgate jet boats. And that’s owned by a family friend of ours that he they started, you know, from from very meager beginnings and grew that as well. It’s an entrepreneurial town too. And that a company that was started there just went public recently, it was a company called Dutch Bros and Grants Pass, which is a coffee company, they just went public on the stock exchange, I want to say like six months ago, and I was involved there early. But so I went to high school there, I then applied to colleges, I got to go to Stanford. On the ugly side, I applied, there’s two kind of bad parts of that I applied. My first choice was Massachusetts Institute of Technology in Boston. And I did not get in there. My aunt was an alumnus. And I still didn’t get in. Even dinner, I think a graduate work there as well. My mom went to Harvard, I didn’t get into Harvard. And but I did get into Stanford ended up going there. And that was awesome. The other bad news about Stanford and I just talked to my parents about this last week, actually, I got a full ride at all the other schools I applied to so I got either didn’t get in, like MIT and Harvard. Or I got a full ride all four years, fully paid for tuition, books, room, board, everything, or I got nothing. And so I chose the one school where I got nothing, which was, of course. And my folks, were awesome in letting me do that. That was, you know, every single person has privileges. And I think it’s, it’s not important to shun them. And it’s not important to, to beat up somebody who hasn’t, but it’s always important to be appreciative of them. And I did have an option, I have the option to go in my parents room, sometime in April, in 1996, and go in there and say, Hey, Mom, Dad, I decided I’m gonna go to Stanford. And they didn’t say no. And that was really the foundation, the rest of my career, went to Stanford study computer science with a focus on robotics and artificial intelligence, did a bunch of graduate research. They’re in all kinds of areas. Under former Secretary of State Bill Perry, I did security and technology research, I did robotics research and haptics force feedback. I then went to Amazon, where I ran the r&d division, as you mentioned, started Redfin, at the nights at Amazon, that was an amazing opportunity. I started that because I just saw an opportunity to do real estate better.


I then started to come eagleridge relevance, like you mentioned, which was the kind of the manifestation of let’s take everything I worked on at Amazon. And let’s programa ties it make it available to lots of other retailers, some of which you mentioned there. And that became a global company grew, it’s like $45 million in revenue. At which point, I realized that my job was sales, I was flying around the world doing sales, and I was okay at that I was good at it. And I didn’t get that much. So I really wanted to get back to my roots of technology and really understand that and so I left that company and I started this one where I actually built the entire first two versions of the software. And I got to be very hands on I was in my garage building it and it was an amazing experience with deep Sentinel is at a high level is we take security cameras, and we turn them from recording devices that you can post on next door and Facebook and say, Look at this guy stealing my package. Look, I caught him on video. Congratulation after the fact, after the fact. Right? Cool. You want a shirt like you want a cookie, I’ll give you a cookie. Where’s your stuff? Right? Where’s the car? Where’s your catalytic converter? Well, you know, where’s your Where’s all the stuff that they steal out of your car? Where’s your car? And I realized that the real problem and opportunity was there were two vectors changing at the same time. One was technology where AI was getting really, really good. I mean, in the 25 years, I’ve been studying AI. We right now we’re in the middle of a revolution, like an absolute unconditional technology revolution. I can talk about that. If you want to just go into that for the rest of the talk. That’s big. And then at the same time, crime was changing. People were not breaking into houses as much anymore. In fact, burglaries are down year over year for like two decades. And but what they are doing is they’re stealing stuff off your porch out of your RV. parking lot. They’re vandalizing your business, and they’re stealing stuff off of your driveway. And that type of crime is on a massive uptick and set. In fact, it’s the exact opposite. Package steps are so high that the FBI is totally given up tracking. Like it doesn’t even have a statistic that they can, you know, consistently say, This is what the number is. That’s crazy. And so I was able to combine AI with cameras and turn it into a crime stopping superhero. And, you know, maybe that’s a little super overstatement but, but in some senses, it’s not I wake up every morning to videos of my system and my guards and our technology, stopping crimes, stopping burglaries, stopping assaults, stop stopping, trespass, and vandalism and package theft. In fact, I think one of the cool things we’ve done because our system combines AI in guards, so the AI detects suspicious behavior, and then the guards intervene. And hey, this is the central security, put that package down, get away from there. That combination also means that we can interface really well with police. So when we call police, I say, Hey, I’ve got a white medium aged male five foot eight stealing package to this address. The police can do something about that they have a description of the suspect a description of the crime and a description of their location. And it’s real time. So we have like the only arrest for package theft in progress. At the same time, if there’s an assault, hey, I have a woman being assaulted at this address. Again, you know, this description of a suspect it’s a Hispanic male is you know, in his older ages, and he’s about six feet tall. Police can respond to that, and they can do so in a way that’s safe for everyone. Yeah, it’s a great accomplishment. I love deep Sentinel. It feels like the culmination of everything that I’ve done all together. But like I said, I’m happy to kind of go into any of those different directions. Yeah,

Tracy Brinkmann  11:52

I was. I was actually super excited about this conversation after especially after I went and looked at the deep Sentinel website. I was poking around. I was like, Oh, now I get it. Because, you know, I was reading through what, what? What they sent me and I was like, Okay, that sounds cool. But when you go and you look at it, you see it kind of inaction. You have to see it don’t you kind of have to see it doing its thing. It’s like taking standard I don’t want to name any I’ll just say one day, like one of those ad T kind of companies who react the alarm gets set off. Probably not if they steal the stuff off your off your porch, right, but the alarm gets set off if they do try to break into your house. And they may send the police there. And to your point, it’s kind of after the fact by the time anyone gets there, stuff’s gone. But your your AI and there’s probably we’re going to dig in here that AI is saying, oh, that’s just someone walking by not to worry about that. Oh, this is someone suspicious, or the activity is suspicious. And that alerts your lot your people your sentinels. And by the way, don’t saying superheroes. Perfect because when I was watching the the promo video on there, I was thinking of the X Men, the Sentinels that were that were a part of that. That franchise, but anyway, so sentinels and superheroes is a good one. But now you have live people looking at it confirming what’s going on. And then they can take the appropriate action, whatever that may be.


I mean, you nailed it right. You almost have to see it to believe it. Right. I mean, like when you hear somebody saying that, like, Oh, I could do that with my ring. I could do that with my NASS or whatever. Like, no. That’s why all the videos you see on Facebook and on next door and all over the internet are people stealing stuff. They are not abstract crimes getting stopped. And I remember one of the moments for me that really opened my eyes was in LA there was this guy and he had a doorbell cam. I think it was a ring. And he posted this video of this guy licking his doorbell for two hours.

Tracy Brinkmann  13:55

Oh my gosh.


Could you describe an ineffective security system more extremely by saying here I have this video. Not only is he doing something that I find untoward and uncover, but it doesn’t stop. These systems are not designed to stop and you mentioned ADT. You know, one of the things a lot of Americans don’t realize is that 95 to 99% of calls from alarm companies are false alarms. 85 And those aren’t my numbers by the way. Those are numbers that were developed by Freakonomics. And if you’re you know, if you’re an entrepreneur, and you don’t know Freakonomics go do that right now. Like every economics, right? But but you know, they went and studied this and they realized, oh my god, this is a complete waste of taxpayer money. We are sending police to 95 to 99% of false alarms when there’s real crimes going on. And scaring the police are going in a state of alarm. We are potentially putting homeowners and business owners at risk because the alarm has gone off and right If there’s not a crime in the homeowners there, you now have officers withdrawn weapons, attacking the homeowner, right. And there are numerous cases where homeowners that have been arrested, placed in handcuffs at gunpoint because of their home security system, right. And that really made me realize Holy smokes, we need to do something better. Like, we need real safety. And our mantra here is that obviously, we’re a technology company. But our mission is that we were really mission driven, we believe that everybody should feel safe period. And that that has massive changes, not just to your personal psychology, but to everyday and you know, TierPoint, like, you got to see it. My recommendation, if you want to know more about deep settle, go to our website, go to our YouTube channel, if you have videos we produce every single week with us just stopping crimes, go out there and check it out. And I’m happy to you know, kind of go into that good more about the extent of I’m also happy to talk about entrepreneurship a little bit. I will say though, as an entrepreneur, entrepreneur, and entrepreneur here, what I find the most invigorating about this project, this company that I started, is that it combines my skills, and my technology and my sales, whatever. And all my experience was something I’m really passionate about. And that was a message that I came here thinking about, I’m going to get an opportunity to talk to a bunch of entrepreneurs out there, what would be the one thing I’d want them to hear that I think is really important, which is that this one came from my heart, it not just a personal experience, it came from the things that matter the most to me in the world, who are my family, and my my passions, the things that if you made me retire tomorrow, what would I go and do, because I’m gonna have to do something, I’m gonna wake up at some point, I gotta go do something, right, I’m gonna go work on AI, because I love it. Like, in fact, when I left, my last couple have actually retired for about two years. And my wife came down to the garage at two o’clock in the morning, five days later, and said, Honey, you can come to bed anytime now. And I have a shop and like a whole robotics lab in my garage. And I wasn’t like I was I was not coming home I fed. Italy does. In fact, this right here for the people that are watching is what I was one of things I was building at that point. This is a an ad scale model of BB eight, that I just I saw the the preview for VBA. And I was like, I need one of those. So I’m gonna build it with my daughter. So, you know, as an entrepreneur, like what I find really neat about this is that it combines those two passions for, for meaning and for technology at the same time.

Tracy Brinkmann  17:34

And you know, and that’s one of the magic. I think the magic formulas that so many mentors tell you, right, I mean, whether it’s YOU the grant cardones and Neil Patel’s all the names that are out there saying, do something you care about preferably that you love. But then you have to pause and say, Well, what if you love looking drywall? Or looking ring doorbells right now really, probably not a whole lot of opportunity to make some cash doing that you might make maybe for a short time maybe a YouTube video station on that right? That’s right, maybe there’s some great doorbell looking techniques. But


you’re gonna find some some Yahoo is listening to this and we’re gonna

Tracy Brinkmann  18:18

channel on YouTube, send a royalty check to David cylinder. No, but certainly being able to do something that you have a passion for. Right? is just, it’s going to keep you up at night you like you were saying you were up over two in the morning, you know futzing around with your AI stuff, because it’s just something you love to do. So if you can imbue that into your, into your entrepreneurial endeavor, then man it’s, it’s gonna get you over those. Those humps that will happen not might happen when there’s going to be a wall that you got to smash through. And that passion is certainly drive you through a fair statement.


Oh, my gosh, so so much. In fact, as you were saying that it made me think about, yeah, you know, passion really helps me do better on good days. But the day, there’s a specific one I could think about with the deep Sentinel, which was in March of 2020. And it helps you get over those really, really hard days that nobody could have predicted, right? And you can predict that something’s going to happen. Like you just said, it’s not if it’s when when you don’t know what it’s going to be. And you certainly don’t know how hard is going to be. And the other thing, maybe you don’t know, is that is this the last one? Or is there an even harder one around around the corner? And if this is enough to get you to stop, then how are you ever going to get around that next one that’s five times bigger around there and you don’t even know what it is. And you know, for us, like I said it wasn’t March of 2020 We, as a family had realized that COVID was going to take off and do something, but I you know, I pulled my wife aside and said, Let’s take her kid is at a school and let’s, let’s prepare for six to 12 weeks, maybe six months, I had no idea. I had no idea what this was going to do to us. And I was one of the early people that was like ringing the alarm bells saying these are the stats that I’m seeing in China, I have my office in China, they’re freaking out, you may not be seeing this. But here’s what I want you to see. Sure. And so I thought I was really well prepared, but I wasn’t I mean, I was caught fully off guard, in terms of the degree to which it impacted the financial environment impacted our business impacted by chain impacted our team and our culture. It’s changed everything about everyone in every business is the way that I would, you know, 2022 cannot be the year where we use the word unprecedented. I’m done with that word, though, we would say that it changed everything now. Right. And, you know, I think in a lot of ways for the better, right, and that I believe that more people know what matters to them now than did two years ago. Yeah, more people are in tune with what they will do and what they will not do and what drives them and makes them happy. So many people have changed their careers doing COVID said, You know what, I’m sick of working in a big company, I’m gonna go work at a small company, because I want my voice to be heard. And especially when I’m sitting in this chair, for 12 hours a day on Zoom calls, I want to make sure that people are gonna listen to me, I want to make sure a lot of people said, I don’t want to look at smoke, I don’t want to sit in this chair and be on Zoom calls, where I’m afraid for the stability to come back, I want to go to a big cup, you know, just the amount of like fundamental career shifts that realign human beings, with the things that matter to them. I think actually, in 20 years, when we look back on this pandemic, I think we will realize that more of that happened than we deserved. And I’m hopeful that that will overcome all the other like crazy stuff that

Tracy Brinkmann  21:50

yeah, all the nasty things that did happen out of it. And I think that’s one of the we’ll put that on there as one of the good things that’s come out of the past couple of years is the opportunity for so many people to say, well, I’ve got a couple of weeks off here. Oh, words, mean a couple of months, oh, ends up being you know, the years. What I want to do with my life in there, you know, just took a minute to, to view it. I think another cool thing of going down this rabbit hole for just a minute. Another cool thing is I think a number of people have opened their eyes to the complacency that they have had as a voter, or as a as a community participant or lack thereof. I’ve been seeing I actually was working the polls here, April 5 on voting day for the springs spring elections. And I knew the numbers of voters for our small little town was probably it was just under 3000. So I just quoted you how small of a Burg I live in. I was


doing the math there real quick. Like,

Tracy Brinkmann  22:53

yeah. And just over I want to say 15 1600 people showed up to vote. And it’s, and it’s not a big major election, right? We’re talking really good boards, and we have a judge running and which I thought, okay, that’s really good. Because the ladies that had worked through this previous cycle said, just over 700 people showed up at the major, like the last major election, I’m like, wow. So I think another one of the good things, I don’t care what side of the aisle you’re on or what your opinions are, it is opened your eyes to I need to be a little more involved in what’s going on in my community, and maybe even further up as a result of what we’ve seen happen the past couple of years. So that’s another good thing that’s come out of that.


I think so too. I mean, you know, a lot of people talk about the this is not America, and is it there’s a there’s a really kind of black and white view or politics that I think has to resist. But if you go back and you look at the history of America, America’s history is not one of agreement and coming together to even like, you know, one of the big things we hear all those United States join World War Two, and we you know, we won the war, and we were so powerful and so important and so alive. We were so not aligned. actually look at the polls. You know, two weeks before we joined on the side of the allies, it wasn’t 9010 allies versus access, right. Like, we had a really, really huge chunk of our population that was saying we need to join World War Two, but in support of Germany. Yeah. And conveniently forgot that though. Yeah, I mean, but now we’ve come. I mean, this is the typical kind of rewriting of history based on who had right. And what I think is actually much more interesting, though, is to look at the degree of of challenge that we’ve always faced. And then, you know, Hamilton came out right at the beginning of I think this was 2016 is right at the beginning of Trump’s term in office. And it was a reminder that we have never been in country have complete agreement. In fact, the whole idea of Jefferson and Hamilton was one of complete Anath thematic disagreement. Yeah. And we consider them to be, you know, we refer to our founding fathers and their ideas, they didn’t have an idea. They had wildly differing ideas, and debate that wasn’t always respectful. Frequently, it was disrespectful. But that somehow that process of grinding and rubbing the grit and the rough against each other, yeah, there, whether you’re on the left side of America, or the right side of America has resulted in what I believe objectively, and, you know, I hope most people would agree is still the best country to live in, in the world. We don’t have the best health care, we don’t have the best education. We don’t necessarily have the best political system. But in when you bring it all together, my wife and I, in this last couple years asked ourselves, Is there somewhere else we would want to live? The answer wasn’t maybe it was a resounding no, this isn’t a country made up of all those passions. So sorry, you

Tracy Brinkmann  26:05

know, that’s, those are all great points. I mean, I’m, I’m a third generation military man. So I’m all about they’re red, white, and blue and do and tooting the horn of the Americas. But let’s be honest, we, we, we have black eyes, and we’ve got blemishes. And we’ve got a couple of teeth missing. And you know, it’s not all roses. But I think, to your point in the big scheme of things, if you look around and say, Yeah, I don’t want to live anywhere else. And here’s, here’s a really, really cool thing is that my wife and I’ve had this discussion a few times, you know, we could if we wanted to go to another country and visit this place and visit that place. Of course, maybe not now, but Right. Now, I’m looking at, but as we traveled the United States, one of the things we love to do is like go to a rock festivals. And you just you go over here and you see all these bands and you go to you can see just about every culture type here in the United States, right? You want to go see China, you can go to any one of the Chinatown’s on the East Coast or on the West Coast. You want to see some India you want to see some Germany, I live a whole bunch a whole bunch of Germany up a year up here in the northern Midwest. Of course, it’s it’s a lot different than going to a different country. But I think there’s so much to see right here that people forget. And they’re like, Oh, I’m gonna go to Bali. Okay, it’s beautiful. I get it. Right. But what about, you know, the Grand Canyon and what about, you know, all these places that are amazing here within our


music, I mean, there’s certainly kind of the the superficial part of the culture and I think Chinatown has some of the superficial and the deep here too, when you talk about things like music, I don’t think you can avoid, but get into the depths and the meaning of a culture and music is I’m I’m a tech geek. So my appreciation for music is probably pretty superficial relative to people that really really love music. But I have come to appreciate the arts and music as capturing an element of the heart that you cannot capture with anything mathematical or equation based, that it has such deep meaning my wife and I are complete 180 opposites she’s all hearts and I’m all all brain and I have a little tiny heart and and she’s she actually has a very big brain but she has a massive heart like she’s She’s the nicest person I’ve ever met. Make sure you’re digging and Yang then it is it’s awesome. And as long as we’re not fighting, we’re fighting it’s not so good. But But what I what I’ve learned about these cultures and you know you mentioned is if you if you reach into music, all throughout American music and the arts if you go to an African art festival and African music festival from Somalia or from Ghana, and and you really listen to that, and you engage in that, that dancing and Cindy and I one of things we used to do when we were dating was we lived in Oakland and we would go to in Oakland has all of these different cultures. They have all their music fests and art fests and that was by far and away our favorite thing to do during the pandemic. We got ourselves an RV, a little fiber, not a little fibers of almost 40 foot fibers, a 35 foot fiber and and traveled around California and some of the surrounding states. And to your point though, we had gotten all these other blazes we are taking the kids to Taiwan, the right to Australia and New Zealand and

Tracy Brinkmann  29:36

to now listen, it’s a dark horse entrepreneur podcast.


Oh my gosh, I think I think my kids have been to like nine countries actually. And, and we hadn’t explored Yosemite we still haven’t actually, we hadn’t been to Lake Tahoe. We had been at Donner lake. We hadn’t been to Lake Shasta, we hadn’t been salmon fishing together. And Holy moly. There’s so much fulfillment in that and then we’re way off of entrepreneur. You know that I think we’re in,

Tracy Brinkmann  30:02

I think we can actually, we can loop that back in and say you, because you were mentioning earlier when it comes to entrepreneurship, and one of the things I think you’ve probably done throughout your career is solve a problem, right? And sometimes, the solutions or the problems are right in your backyard. They’re not in Taiwan, they’re not in Windows, the all these other unique and exotic places, man, they’re, they’re right on your front doorstep, they’re right on your back deck, and you just got to put a little elbow grease into it and start cranking away. And for you, AI, huge passion, right? Oh, let’s go. I saw something. And I haven’t read it fully yet. I just kind of skimmed through it. And it was called AI for entrepreneurs. So just that phrase right there, what does that kind of tickle inside your head? Oh, Tracy, you don’t even know the cool things? That


would be the statement, right? You don’t even you don’t even know. Oh, I’ll let me kind of do let me do the two minute version of history of AI. So, guys, history I should be done done in 10 seconds is a history of over promise and under deliver, right? In the 90s it was going to be oh my gosh, there’s gonna be these set ends computers, and they’re going to take over the world. There’s WarGames, which is a huge movie in the 80s. About remember that the computers taking over the missiles and like it’s all over. And, and we’ve always had those stories, and we have, you know, great sci fi stuff to keep us on our toes about that. Where the reality of AI has become amazing in the last six years, is that there’s a type of machine learning that’s called deep learning. And it’s the idea of deep learning is actually been around for more than 25 years. But the implementation of it finally started to work about six or seven years ago. And, and what this means is that you can solve problems that we’ve never been able to do. And a lot of it’s kind of happened around us, we have exposure to it. But actually, I wrote down a list here I wanted to go through if you really would help us just oh my gosh, there you go. That’s, that’s it. Now I get it. So there’s four of them that I wanted to highlight that we’ve all seen in our lives, that we may recognize each kind of uniquely as being really way better than the last version and changing our lives. But when you put them all together, and you realize those are all the exact same technology, that’s where I think we can get an aha moment. Okay. The first one is from my alma mater is one that I love, which is Alexa, and mine’s not going to talk. So I’m gonna unplug it while we’re here. Sorry. So, so is Alexa. And Alexa uses speech recognition. And Alexa, speech recognition is about five to 10 times better five to 10 times better than the ones that were available seven years ago. That’s how much of a huge leap in technology. The second one that we’ve all seen, is image recognition we’ve seen on Google Photos, or Facebook will recognize something and then let you know, hey, this is your buddy, you want to tag them on your photo, or Facebook actually just automatically does it doesn’t even ask if it’s okay, it just like, bam, here’s pictures of your daughter, right? And you’re like, hello, Google Photos does that. We see that all the time, all the trademarks, if I go ahead and try to post something about Mickey Mouse on your Facebook profile, you will you will learn very quickly how well the AI works, right? You’ve got filters, right. So on Snapchat, you want to you know, we could do it on zoom to zoom as him and you can make your face look funky, you can put eyeglasses on you can have fireworks coming out of the left side of your head all day long, right? All of those things are done, it finds that point on your head using AI. And then the last one is one that I’m I’m really really excited about, which is that your doctors are starting to use them in speech recognition, speech synthesis, as well as image recognition of finding things like cancer. And and those are all really ones that you may or may not have been exposed to in your daily lives. But those are all built, every single one of those is built on on deep learning. And every single one of those even maybe more interesting, he was so disrupted, that the companies that I just mentioned to you weren’t even big companies, when deep learning got into that meaning that there were companies that were working on, you know, filters and putting stuff on your face. There were companies that were working on tagging photos, but all of the companies that were doing that became disrupted because this new technology came in and deep learning came in and enabled the new players to replace the old players. And that’s when you know, it’s a I use the word revolution. It’s a technology revolution because the old people the IBM’s of the world were not the companies that I mentioned that did these things. The Flickr, which was the photo for further Do you even remember that was only like nine years ago? Yeah, it was still Flickr is not the photo tool to use Google Photos is now the one was recognition it was a company called Dragon Naturally Speaking, that was the primary one in 2012. Not their image recognition was the best image recognition in 2012, the National Security Association, the NSA, or agents, department, National Security Agency, the NSA was the best image and image recognition. You know, newsflash, deep learning comes in. And now the best is Google. And and so those are, those are huge transitions when you have the leader of these major industries and very important industries shift.


And so where that goes, so that’s, that’s how big it is for an entrepreneur. Now, the second thing I wanted to share with them, which was what what can it do? Like what are the opportunities for an entrepreneur? How does it work? The big idea for deep learning is you put data in lots of data about something. And then outcome, oh, my gosh, I almost forgot Tesla as the self driving for oh my gosh, oh, my gosh, oh my gosh, right. Like one of the largest market cap companies in the world that was supplanted GM, Ford, Hyundai. Toyota, what, regardless of what what country you’re from, they were able to, that’s all that’s how big of a revolution this is back. And, and they’re, they’re all, they’re all technologies that are able to take lots and lots of data and turn it into something that can make what you can kind of consider mundane decisions for you do your busy work very, very quickly for you and very, very cheaply for you. And that’s what we use it for a deep sense and all is we use it to review videos where like you said, it’s just your neighbor walking by, don’t bring a guard onto this, right, but it’s a neighbor sitting on your doorstep for a minute, bring a guard because you don’t know why they’re sitting there for a minute, a little bit here. And so what that means for an entrepreneur, though, is that when you look at almost any industry is I believe this revolution is so big that when you look at almost any industry, if you can change the way that industry works, whether it’s construction, its welding, it’s selling bicycles, if you can change your interaction with your customer, interact with your suppliers, by speech recognition, recognizing images, facial recognition, or doing gameplay scenario playing out scenarios. Stock trading is an example of that. If you can do any of those things, you can probably change the entire game for whatever your industry is that you’re thinking about. That would be the way that I would kind of frame AI for entrepreneurs right now. Anything where you can do those things right now, you can plug in an AI basically off the shelf from Google or Amazon and beat any of the incumbents.

Tracy Brinkmann  37:46

You brought everyone, you’re gonna want to rewind for about three minutes and make sure you re listen to that. I think there’s really some gold in there. And those that are clicking in their heads are going oh, I’ve got an idea. I need to plug this in that. Yeah. I’ve got three things going on in my head right now. But But that, that’s that’s what happens though, right? It seems like every, maybe it’s happening faster. Because, you know, obviously, you can see the gray beard, right? I’ve been around the block a couple of times, and gray beard fell off. So there you go. So it seems like periodically, something or someone comes in and just stirs everything up. Right? Amazon, obviously is has done their stirring, deep learning if we go back to the Microsoft’s in the apples back in the 80s, right and Atari and you can just pause and you can go back through history in the past 50 years and just eat there’s each one of these points in time where it like oh my gosh, and it bite behind it. Everything else kind of changed with it like soon as soon as PCs became available to the average Joe, then every small business started getting them which made them you know, be able to do a whole lot more things slowly, and then it operates. It created opportunities for guys like me when I came out of the service. That was the first thing I did is I started doing database programming for preferred provider organizations because they were you were calling your preferred provider organization say okay, I need a doctor. That will do I need a dermatologist in Norwalk, California, you know, and they had the one I went to the first one I went to was doing it on like these four by five index cards or three by five index cards. They were going to Okay, Norwalk, the there was it and then they would just read off this index card. And I’m like, oh gosh, you could you could speed that just without any database. Just put that in a database and the guy said, Okay, come program for me. And I’m like, oh, that’s fine. Let’s Let’s go. And those are the kinds of changes that I think behind the scenes happen that just alter an industry into clearly and then there’s this trickle down effect. I think now and correct me if I’m wrong, it’s happening faster and faster because technology is moving. It seems to be ahead faster AI, like you said in the past six years deep learning is the time is starting to compress. Is that a fair statement?


I think absolutely right, the speed at which we have disruptive technologies, changing industries that touch every human on the planet, is increasing more rapidly, right. And I think that’s really been accelerated by two things. It’s been accelerated by mobile, which means everybody is connected. So I can deploy a new idea to the entire 7 billion person population in the world. And they may not all have it in their hand, right, but it will touch all their lives within 24 hours. And that’s, that’s transformative, right. And some of my friends worked on the the first laptops into India that were under $100. So my friends worked on getting cell phones into India that are under under $80, and things like that. But that mobility of compute that that would be the first one. And then the second one would be the interconnectedness of the internet. That’s what the that all this is built on. And a lot of people don’t realize that’s only 20 years old, the internet, as it exists today is only 25 years old, right? And that’s a baby, right? If you had a kid that was 25, you wouldn’t let them run the whole relay. And everything now runs on that, right. I mean, we’ve realized that the internet is a more secure environment than the closed networks that we used to use. And it’s got greater reach and greater scalability, and all these different things that you can do. But that’s only 25 years. So in 25 years, the internet and mobility have enabled the pervasiveness of compute has enabled 10 other revolutions to happen on their back, that would be like social networking, that would be like E commerce and distributed commerce that would be distributed work things like Uber, which, again, let’s go back to the month before, the pandemic was itself still revolutionary, and was the headline everywhere, right. And in things like crypto, things like distributed payments, all of those different things are themselves revolution, that we’re all enabled by this platform, that that changed everything around us. And there’s a lot of money in the venture world that they’re only that they have one bet, and that’s that software, this is connected world of internet, compute over a connectivity is gonna change everything. And that, and that’s a huge idea. And even if I look at how big the AI transition is, for me, that’s built on top of that same platform, that’s one of 20 of those revolutions that have been happening across all these industries.

Tracy Brinkmann  42:50

That’s crazy. My eyes are spinning a little bit here. Just thinking


needs to be alive, isn’t it?

Tracy Brinkmann  42:56

It is really cool. I mean, cuz, you know, I was just, I mean, I was mid 20s. When I came out of the service and, you know, PCs, were just starting to boom. And now, like you said, 25 years ago, the internet finally, come on. We were back in. I can remember back in the day of bulletin board systems and modems. Were forget AOL. We’re talking about even before them you’re not.


Right. But if you had a Nancy terminal, you were a step up from the kids on the ASCII terminals, right? Yes. Right.

Tracy Brinkmann  43:30

And those that even know what those are going, yeah, he’s right. Yeah. All right.


I’ll just I’ll throw one more out there X modem if you’re using x modem to move files across, right before FTP, and all the others. It was it was a chore, right. But it was it was revolutionary. I remember the first time I connected to blue now, I don’t know if you’re loving it, but it was a back end for email, right? It would connect different. You could send an email from one bulletin board system to another one. And it was all by itself. Like, oh, my mind is blown. And that’s only 25 years ago, right? Yeah. So amount of stuff that’s available to our kids growing up right now. The things that they assume are possible. It’s just mind blowing ly so much bigger than what you and I assumed when we were growing up?

Tracy Brinkmann  44:12

Yeah, I think I think folks like us and maybe not you because you see so many things behind you. But I think folks that are probably in our group have to unlearn more than they have to learn.


Oh, dude, I find in fact I was just thinking about this as you were saying it like the place where I learned a lot about what technologies are doing well and taking off for for my kids, right, like I learned about tick tock which used to be called musically Yeah, my kids and we we found that platform together and I watched with my kids use both because I got to keep them under control because they’re one of them’s a teenager and the other was a little bit younger, but but also because they see stuff way before you and I way, way, way before and because they’re ingesting that information with the assumptions have a connected world with the assumptions of I get an iPhone when I turn five now, for God’s sake, right? They have that filter that is already aimed at the future, they already know what the future could look like. Whereas I still have to catch up to try to understand what they think the future might look like. And so I find watching kids to be amazing. I remember when the iPad came out, my, my older daughter was four at the time, and I watched her able to interact with and manipulate an iPad. And I thought to myself, how mind blowing ly changing is that we have figured out how to make compute at the level that is more powerful than the biggest supercomputer that was available when I was a kid available to a four year old, and they can use manipulate and benefit intentionally benefit from its use. Yeah, mainly completely.

Tracy Brinkmann  45:53

I think that’s for those generations that are ahead of us, like your kids and, and my kids. their thought process started way different early on, which means later on when they’re our age, man, I can’t even imagine.


You might get jaded, right? Look at that and say, Oh, your shows often. But I think as an entrepreneur, the actual the impart and the important and smart thing to do is to look at them as you’re looking glass. They’re your last crystal ball into the future. And yeah, maybe they may or they may be a little more soft. And yeah, we didn’t. They don’t have to walk to school both ways, you know, uphill in the snow, miles rarely, okay, right. But they see the world in the way that the future sees the world. And if you want to be an entrepreneur, I think you got to see the world through their eyes, not through our old jaded curmudgeon there it

Tracy Brinkmann  46:45

is, I think that’s the magic statement right there. You’ve got to be able to see the world through their eyes. And I because that’s one of the things I always tell folks is very important for them to see the world through their clock, their prospects eyes, their tribe, right? The people that are there out there to serve you. It’s not your eyes anymore. You got people there saying I need this from you and dammit, you better give it to them. Otherwise, they’re gonna find someone that will. Yep,


yeah, yeah, it’s easy to get mad at your customers. But usually, it’s that friction when you’re getting frustrated. That’s where the jewels are.

Tracy Brinkmann  47:18

Yeah, that’s the magic is, Matt, I could just sit here and riff with you. For hours. David, this has been an amazing conversation. But I do want to be mindful of your time. Two things. One is final thoughts. You want to leave our audience with entrepreneurship, marketing, if you’ve gotten it, what, what just kind of springs to your head?


Man, I would say, you know, if you’re, let’s let’s kind of look at the world from the perspective of an entrepreneur, solopreneur entrepreneur, the thing that I would, again, kind of going back to that, that concept of knowing how to get past those really, really hard moments. I think at the same time, one other thing that’s really hard for entrepreneurs is to know when it’s okay to move on. Right. And entrepreneurial journey is also not a journey where you you set your mind on something. And that’s the one thing that works out at the end, right, like let’s I mentioned Uber just a second ago, Travis Kalanick. And I have been friends for 2325 years, 26 years. His first company was not a success was called scour scour.net. And it was eclipsed by Napster, which was the music sharing service, and he became a nobody. And then his next business was called Red is called Red Swoosh or something like that. And it got acquired by Akamai for like, you know, for real money, but not billions of dollars, a couple million dollars, and he was actually kind of bummed about. But that became the platform, that stepping stone, all of that learning became the platform on which he built Uber. And so also knowing that an entrepreneurial journey is, is made up of a lot of really hard moments, you’ve got to get around that failures or successes of a lesser degree than what you thought they should be. are also stepping stones in themselves. I find a lot of entrepreneurs hit failure on the thing that they’ve listened to these podcasts and they, they go around it through and then they fail. They’ve grinded through guns did everything they could and they still failed, and they just feel like they’re depressed and their life lost meaning. But that’s actually also another part of the entrepreneurial journey that if you can take that, pick yourself up and maybe not pursue that exact same business. Maybe you do. But you pick yourself up, you put yourself back together and you go and you tackle the next opportunity. I mentioned another entrepreneur that a lot of people don’t know his story is Sean Parker. Shell was the first president. I mentioned abstraction he was he was the co founder and after he got fired from Napster in front of the world, he got fired from that Sir, on the steps of Congress, right? I mean, after was in in hearings, Shawn Fanning, who was the founder of Napster was in hearings at Congress and had to fire Sean Parker. And he was fired on the world stage. There you go. Chuck brothers, the billionaire today. What did Sean Parker do next? And you’re hoping I’m gonna say he went and started Facebook. But he didn’t. He did next was Sean Parker went and started a company called Plaxo. And Plaxo was the predecessor to Facebook. And Shawn built out all of the thinking and all of the learning and he understood how social interactions result in what are what are called viral now called viral interactions of human beings and, and they cascade and they’re called network effects. And he understood the math and the theory and the practical experiments you can do to build network effects. And that was what he brought to Facebook when he you know, a lot of people watch the movie, The Social Network, but they don’t realize that when Sean said to do these things, to change from the Facebook to facebook.com, that you had to manipulate the way the users interact this way. And this way, in this way, it wasn’t because he was some genius who just just thought of this stuff. It was because he did the hard work. And he failed, he got fired from black, so to write, he got fired from blacks. And it wasn’t like he quit, and he resigned. And it was like, and he got his ass fired. But that was part of his entrepreneurial journey. And I was there with him that I was actually with him the day he got fired. And, and he had this uncanny ability unparalleled in any other entrepreneur that I know, to take a failure of that state, pick himself back up and go out it again. And that would be my message for entrepreneurs that yes, while I’m telling you to, like get through all these challenges. If you don’t, that doesn’t mean that you fail. If you don’t, if for whatever circumstance, it’s out of your control, you make some mistake, and your thing explodes. You’re still an amazing human being you look yourself in the eye in the morning, you give yourself the space to heal. And then you get yourself back together. And you realize that everything that led to that failure is pure, unadulterated gold, and will be the foundation on which you build your next success. And you keep it together. Keep your head straight, learn, listen to the data, learn from your mistakes, learn from your failures. And you if you have a heart of an entrepreneur, you will be successful.

Tracy Brinkmann  52:36

That’s money right there. All right now, deep Sentinel, if anyone wants to learn more about you, where do we want to send man, I just I actually want to end it right there. I want to make sure people know. I want to make sure people know about deep Sentinel, if they want to learn more about a word, we want to send them appreciate


  1. Yeah, so there’s two things you please you can go. The first one is you can come to my LinkedIn page, you can follow me I publish business tips from time to time and things like that. And then the second is to go to deep Central’s YouTube channel, we have a YouTube channel and all those things I talked about, like you have to see it to believe it you will not believe how frequently in the end the breadth of crimes that we stopped to protect your business to protect your home to protect your family. We do it all. And we do it for cannabis clubs for for auto dealerships for retailers for jewelry stores for mom and pop shops or computer repair for electricians, you name it. Those types of businesses, they’re all getting hit by various types of crime. We’re the only company that stops them all. And we do it all day long every day. So go to our YouTube station, you go to YouTube search for deep Sentinel, and you will find it

Tracy Brinkmann  53:47

and that’s no joke. You’ve definitely got to check this out because I actually did go to the YouTube channel and I watched quite a few of those and we’ll make sure we get those links down in there so people can just click on through and check it out. David man, this has been an amazing conversation. Thank you so much for your time this this evening for


  1. JC I love that thank you so much for having me on. You’re my pleasure.

Tracy Brinkmann  54:10

All right, there you have it my Dark Horse friends and family. David Salinger dropping some AI in entrepreneurial bombs on us. What resonated with you? What do you think you need to go back and read listen to? Well, let me carry share with you a couple of thoughts that kind of clicked with me. Thought number one, eat what you kill. Dave came out swinging right out of the gates with the advice of eating your own dog food or as he put it another way, eat what you kill. I mean, think about it. How many times if we heard some guru or advice giver out there sharing their insights and suppose it Jim’s only to learn later after pulling back that curtain, that they weren’t really following their own advice where they, you know, so happened to me not too long ago, actually. In my social media feeds, I read how one of the people I was following was sharing their thoughts on click funnels and whether you’ve heard about it or not, is it really irrelevant, but they were sharing how they were not a fan of the product and spent a number of posts and even some time on their, on their podcast, talking down to product. However, Amir, let’s see, I think if I remember correctly, without exaggerating, he was for six months later, they were using that very platform to market their brand and their product, which Hey, you know what, don’t get me wrong. If you just changed your mind. Okay? Then maybe you should let your audience know, tell them why you change your position the topic, but to just say one thing, and then go out and do the complete opposite. Well, that smacks a bit of a consistency and even dare I say, lying to your audience. And trust me, ladies, gentlemen, they are out there paying attention, and they will find out, then if when they do find out, they’re gonna start to question everything else you have told them near they’re gonna be going What else has he not been forthcoming about? So my friends, eat, what you kill. Show your fans, your audience, your prospects, that you’re using the very advice you’re giving them, then also how they could use that in their life and their business. Take what you kill, and feed your audience, then go one step further, and teach them to kill what they need to eat. And they will love you for it. Thought number two, get back to your roots. Now, while sharing his story, David kind of breezed over something I think is very important to his next level of success right? Now my dude, right? He was very successful. He was seeing lots of success already. But he found himself flying all over the world, doing easy said lots of sales wasn’t really where his heart was at. So he stepped back to his roots of tech in started a whole new project with deep Sentinel. Now, my point here is that you and I, so went outside, right would have looked at him before deep Sentinel, and said, Wow, look at him. He is a total success. And he was and he is, but even still, it wasn’t where he wanted to stay. So I say as he said, he left that last company. And he started yet another one. So let me ask you, How many times have you gotten yourself into a path and you stayed on it? Perhaps, because you were seeing a little success, or worse yet, be just because you’re comfortable? Right? Maybe that path was giving you or is giving you at least the basics of what you needed, perhaps the basics financially, perhaps some level of fulfillment. But yet there was still something something out there, right. Something else you needed. Now, if you’re there now, or if you were feeling like you’re about to be there, then stop. Take a breath, pause and start looking around, start looking inside and ask yourself, do you need to get back to some roots, right? Look, I’m not asking you to cut all your ties, only you can answer if you’re even able to do that. But at the same time, only you can answer. Is this where I wanted to end up when I started? And if the answer is no. Or maybe there’s just a little bit of doubt in the yes, that perhaps you need to go back to your roots so that you can write your ship and steer it back towards that more rewarding and far more fulfilling course you’re hoping for. slot number three, merging trends with ideas. David took two completely unrelated ideas, combine them with some trends in crime that he saw in created an entirely new solution to an age old problem that was in the midst of morphing. He noticed that the whole base crimes of break ins were trending one way while the outer perimeter crimes were quickly turning in a completely different direction. Combine this with a little new AI tech in older camera tech and Bam, you got an entirely new solution that was just born right there. You see sometimes Seems it’s those that are watching what is happening in the market. That are, they’re able to jump in on an opportunity when it first starts to happen. You know, we’ve all heard the stories of someone seeing a stock starting to rise, and they jump in on it, and they’re able to buy low and at the peak, they sold high. Well, those are the poll, I’m gonna say this, those are the easy trends to spot for those that are in that market, right. But we need to peel you need to peel I need to peel the onion of our market back a little deeper to spot those true gems, then once you spot them, your single goal should be to find a solution for those problems, those gems a way for you to help those in that trend, whether they are the victims of porch package theft, or something completely different, like tired of wearing the same old polo to the office every day, right? And everything in between, actually, let’s build on the Polo for now. For example, right? Say you’re noticing that there’s an apparel trend towards oh no camo, right? It could be plaid, I don’t care. But let’s go with camo right. And you were smart enough to jump in and find a way to take that ever popular office casual polo, and combine it with say some camo piecing, you might stumble on a winner. It could be a winter for outdoor enthusiast, it could be winter. For hunters, it could be a winter for hikers for tree hugging, well, you get the idea. Keep your eyes on what is happening in your market. And combine that with not just brand new ideas, but perhaps combining old ideas with a new twist into a whole new opportunity. Thought number four, integrating their life and needs. David share that one of the huge benefits of his service is that integrates with local law enforcement. You see, when the camera alerts his offsite guards of suspicious activity, the guard can confirm that activity is in fact suspicious, they can attempt to correct and clear that activity. And at the same time alert local law enforcement, here’s the key while that activity is happening, not an alert of something that has already happened. But that’s something that is currently happening. And they can give the details of the suspect or looks there, what they’re doing right and firm that this is in fact active, versus some of the standard alarms that are out there that could and do give off false positives. So that’s a win win win win for the homeowner win win for the local law enforcement. So the question becomes how can you take your current product or your current service and integrated into the life and the needs of your prospect? How can you make it even? How can you make it make even more sense, because it aligns with something that they’re already doing something they’re already using or something they already have a need for? If you can integrate your product or your service into their worlds, not only as seamlessly as possible, but with the identify additional benefits at the same time, then look, hit play spent a whole lot less time selling than you would just showing them the improvements and the rewards that they would have as a result of that integration, turning it into a bit of a no brainer. Right? All right. So what inspiring ideas, tips or thoughts resonated with you, wherever they were take a minute like right now and write them down. That way you can get out there and put them in action right here. Write them down so you don’t forget them right? And then get out there. Run your race, get your results. And let me hear about them. That’s right. Email me at Tracy at Dark Horse schooling.com. Share the tips or ideas that you came away with how you put them into action and what results you gained from them pick Pauline bring you on the show and let you share your story. Win win for both of us right. All right. Now in our next episode, we’re going to have Stacey Raskin Stacey is a best selling author, speaker podcast host Iraqi war veteran and like I said bad ass biker chick. She’s a boundaries expert leadership mentor, authenticity Alchemist a success consultant and influence activator and legacy builder. This gal is on a mission to activate the highest power and potential in others like you by shattering that invisible ceiling so that they can really embody their truth and purpose while in still enjoying the ride. If you’re not going to want to miss this amazing lady. Now I know you want to keep getting all these valuable tips and inspirational stories from the guests. I’m lucky enough to bring on the show. So please make sure you go on down there, hit that subscribe button. Make sure while you’re there, drop us a five star rating, maybe drop us a few kind words in the review. And of course, do not keep all this entrepreneurial, G O LD all to yourself, share the podcast with other entrepreneurs and business owners that you know will get value from it. And with that, I’m going to leave you as I always do big successfully and take action. Thank you for listening to the Dark Horse entrepreneur podcast. Thanks for tuning in. Check us out at www dot Dark Horse schooling.com All right, my name is Tracy Brinkmann.

David Selinger In Life And Business You Should Eat What You Kill

How Are Your Failures Just Platforms To Your Success?

  • Eat What You Kill –

    David Came out swinging with the advice of eating your own dog food or put another way, eat what you kill.  How many times have we heard some guru or advice giver out there sharing their insights and supposed gems only to learn later after pulling back the curtain to see that they are not following their own advice?  Not too long ago, in my social media feeds I read how one of the people I was following was sharing their thoughts on Clickfunnels.  They were not a fan of the product and spent a number of posts and even some time on their podcast talking it down.  Yet a mere 4-6 months later they were using the very platform to market their brand and product.  Which, hey, if you find out your wrong, or just plain change your mind, then okay, let your audience know.  Tell them why you changed your position on the topic. But to just say one thing, then go out and do another – well that smacks of inconsistency and even dare I say…lying to your audience and trust me they are paying attention and they will find out.  Then they will question, what else you have not been forthcoming about.  So my friends eat what you kill!  Show them how you are using the very advice you are giving them, then also how they could use it in their life or business.  Take what you kill and feed your audience THEN go that once step further and teach them to kill what they need to eat, and they WILL love you for it!

  • Get Back To Your Roots –

    While sharing his story David breezed over something I think was very important to his next level of success.  Now, mind you he was already seeing lots of success but you found himself flying all over the world doing as he said, lots of sales.  But that wasn’t where his heart was.  So he stepped back into his roots of tech and started a whole new project with Deep Sentinel.  Now my point here is here is someone where before Deep Sentinel you and I would have looked at him and said “WOW, look at him his is a total success!” and he was and is!  But even still it wasn’t where he wanted to stay so as i said and he said, he left that last company to start yet another one.  How many times have you gotten yourself into a path and you stayed on it perhaps you were seeing success or worse yet it was just comfortable.  That path was giving you at least the basics of what you needed, perhaps financial and perhaps as some level in the areas of fulfillment.  But yet there was still…. Something…something.  If you are there now, or even if you are feeling like you are about to be there then STOP!  Take a breath, pause… looking around, looking inside and ask yourself do you need to get back to your roots?  I am not saying you need to cut all your ties, only you can answer if you need to do that.  But at the same time only you can answer the question…”Is there where I wanted to end up when I started” and if the answer is no, or even has some doubt in the yes then perhaps you too need to get back to your roots so that you can right your ship and steer back towards that more rewarding and fulfilling course.

  • Merging Trends With Ideas –

    David took two completely unrelated ideas combined with some trends in crime that he saw and created an entirely new solution to an age old problem that was morphing.  He noticed that the home based crime of break-ins were trending one way while the outer perimeter crimes were quickly turning in the other direction.  Combine a little new AI tech with older camera tech and BAM and an entirely new solution was born.  Sometimes, it is those that are watching what is happening in the market that are able to jump on an opportunity when it first happens.  Seeing a stock starting to rise, jump on it, buy low and sell high.  Those are easier trends to spot.  But you will need to peel back the onion of your market a little deeper to spot those true gems.  Then once you spot them, your single goal should be to find a solution for the problems – a way for you to help those in that trend.  Whether it be the victims of porch package theft or something completely different like those tired of wearing the same old same old polo to the office every day ; and everything in between.  If you were noticing an apparel trend towards camo and were smart enough to jump in and find a way to take the ever popular office casual polo and combine with some camo piecing you might have a winner!  A winner for outdoor enthusiasts, a winner for hunters, for hikers, for tree hugging …. Well you get the idea.  Keep your eyes on what is happening in your market and combine that with not just brand new ideas but perhaps combining old ideas with a new twist into a whole new opportunity.

  • Integrate With Their Life And Needs –

    David shared that one of the huge benefits of his new service is that it integrates with local law enforcement.  So when the camera alerts his offsite guards to suspicious activity – the guard can confirm that activity is in fact suspicious, attempt to correct and clear that activity, and at the same time alert local law enforcement WHILE that activity is happening.  Not an alert of something that has already happened but IS currently happening and they can give details of the suspect and confirm this is an active need vs. standard alarms that could and do give off false positives.    How can you take your current product or service and integrate it into the life and needs of your prospect.  How can you make it make even more sense because it aligns with something they are already doing, using or in need of.  If you can integrate your product or service into their worlds not only as seamlessly as possible but with additional benefits at the same time – well then wouldn’t that mean you would spend far less time selling them as you would just showing them the improvements and rewards they would see as a result of that integration?  Turning it into a no brainer right?

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