Ever wondered what military strategies can teach us about thriving in the cutthroat world of business? My co-host, Dallin, and I draw from my Marine Corps School of Infantry experience to share the audacious tactic of 'fighting fire with superior fire' and its surprising relevance to facing challenges in entrepreneurship. We dissect the aggressive stance Utah's Crumble Cookies took in their legal battles and discuss when it might be time for businesses to charge forward into the fray, rather than duck and cover.As we navigate through the episode, expect to unravel the secret sauce to setting colossal goals and the tenacious attitude needed to achieve them. You'll hear how a 'never surrender' mindset, akin to historical strategies of burning the ships, can stimulate growth and resilience. We also dissect the absolute necessity of practice and commitment to achieve mastery in any field, reflecting on personal journeys and the pivotal moments that transform dedication into expertise. Join us for this gripping conversation that promises to arm you with the strategies to turn adversity into your ally and perseverance into your path to success.

Ever found yourself sidestepping a tough conversation, only to have it loom larger in your mind? You're not alone. Dallin and I take an unflinching look at the role conflict plays in our personal and professional lives, and why embracing it could be the key to unlocking growth. We swap stories and strategies, pulling from the sage advice of therapists and life coaches, to walk you through the transformative idea of "Collision for Expansion." It's a candid exploration of how direct confrontations, often seen as a negative force, can actually fortify bonds and lead to profound personal development.Join us as we break down how to turn potential clashes into pivotal moments of unity and advancement. We tackle how setting clear expectations and upholding integrity builds a foundation of respect and high standards, particularly within the workplace. By sharing examples from our own journeys and discussing the pivotal role of perspective-taking, we offer insights into how you can navigate conflicts with grace and emerge with stronger relationships. This episode isn't just about facing the music; it's a masterclass in orchestrating harmony from discord.

Ever wondered what it takes to transform a tense negotiation into a triumphant agreement? Our latest episode features Chris Voss, former FBI negotiator and acclaimed author of "Never Split the Difference," who joins Wayne and me in an eye-opening discussion on mastering this essential skill. We delve into the real-world applications of negotiation, from sealing the deal in high-stakes real estate to ensuring harmony in our personal lives, all while maintaining integrity and steering clear of manipulation.As the conversation unfolds, we peel back the layers of negotiation within business and real estate, unearthing the delicate balance between winning and losing. I open up about some hard-earned lessons from failed negotiations and the importance of equal contribution in partnerships. We also tackle why I choose to take the lead during real estate discussions, even with an agent by my side, and how active listening can be your secret weapon in aligning with a seller's aspirations to achieve outcomes that benefit all.The episode wraps up with a deep dive into the nuances of negotiating value, where we recount tales from our arsenal of experiences. We discuss the finesse required to walk away from overpriced deals, the leverage in the flexibility of terms, and the untapped potential of building lasting business relationships through 'negotiating with love.' The insights shared by Chris, Wayne, and myself are not just theoretical musings but proven tactics that have shaped our professional journeys and can profoundly influence yours.

Discover the unyielding power of integrity and how it's the bedrock of extreme ownership in our latest episode, drawing from the wisdom of Jocko Willink and Leif Babin's transformative principles. We lay it all on the line, discussing the highs and lows of standing by your commitments, adjusting on the fly when life throws a curveball, and the vital importance of transparent communication. Trust is a fragile treasure, and we're here to show you how to guard it with your life. Our candid conversation will challenge you to differentiate between genuine integrity and the all-too-common excuse-making that undermines personal and professional growth. Owning your actions is not just an option; it's the only path to real success.This episode isn't just about keeping promises; it's about creating a culture where promises mean something. Experience the raw truth as we break down decentralized command in a business context—how it can unleash the potential of teams, foster a sense of belief, and transform sales from mundane to monumental. We touch on the harsh reality that leaders need to do more than just train; they must inspire belief in their vision. By confronting internal challenges head-on, companies don't just solve problems—they evolve. It's time to embrace integrity, step into extreme ownership, and watch as the ripples extend into every aspect of your life. Join us, and become an unstoppable force in a world that's hungry for leaders who walk the talk.

Strap in as Wayne Aston and Dallin Aston unravel the mysteries of leveraging debt to your advantage! We'll share war stories, including my own brush with a mountain of debt, and show you how to turn what many see as a financial foe into an ally. Whether you're a newbie or a financial veteran, this episode promises to shift your perspective on the power of smart borrowing.We dedicate a good chunk of our conversation to the art of structuring debt for real estate ventures, breaking down the complexities of the capital stack. Explore with us how a balanced approach between various funding sources can amplify investor returns, using a hypothetical $10 million project as our guide. If real estate investment beckons you, our insights on debt-to-equity ratios and navigating interest rates are gold mines of information you won't want to miss.Lastly, we stress the significance of strategic financial planning through the lens of my entrepreneurial odyssey. It's not about how much you have, but how you use what you've got. We wrap up by encouraging listeners to take these insights and apply them. If you've ever questioned the role of debt in building wealth, this episode is an essential listen designed to empower your financial decisions.

Have you ever considered that the roadblock in your path may just be the stepping stone you need? Join Wayne and me as we tap into the wisdom of Ryan Holiday's "The Obstacle is the Way" and the time-tested Stoic principles of Marcus Aurelius to unearth how our perceptions not only shape our responses to life's hurdles but can transform them into opportunities for unrivaled growth. Our discussion traverses my journey as a resilient real estate developer who, faced with innumerable challenges, learned to harness optimism to forge ahead where others might retreat.We take you through a personal odyssey of growth and persistence, from a novice in the real estate world to building a robust portfolio, all while seizing upon the Stoic belief that adversity is not an impediment but a catalyst for creativity and success. I recount the birth of Valley Forge Innovation Park in Fillmore, Utah: a venture that whispers the promise of revolutionizing sustainable construction with American Spec Modular's manufacturing prowess and American Spec ESG's waste-to-lumber breakthroughs — all despite the echoes of skepticism that often greet pioneers.Rounding out our conversation, we share how relentless pursuit of personal growth and gratitude not only enriches our lives but can also be a powerful force in overcoming and reframing the obstacles we encounter. Whether it's a lighting project tangled in bureaucratic red tape or the grander scale of innovation in material sustainability, we're eager to show you that the questions we ask in the face of doubt can lead us down paths filled with success and transformative solutions. So, come along as we delve into these compelling stories and inspire you to question your perspective on the very obstacles that stand before you.

Could the secret to unparalleled team performance lie in the heart, not just the mind? Join us as we, Wayne and Dalin Aston, tackle a leadership approach that’s as unconventional as it is powerful - leading with love. Our journey through the worlds of military precision, athletic triumph, and entrepreneurial spirit reveals how a pinch of compassion can yield a heap of loyalty. We aren't shy about sharing stories from my time as a Marine Corps machine gunner, state championship football player, and now a devoted resort developer. Discover how simple acts of empathy and genuine concern for those around us can revolutionize the culture of traditionally stoic sectors.Don't let the word 'love' in leadership catch you off-guard; we're here to show you how it's done. Reflect with us on the profound impact of giving generously, irrespective of your financial standing, and why rolling up your sleeves alongside your team can cement a culture of mutual respect and dedication. Above all, we debunk the myth that success requires sacrifice of family time or personal well-being. Explore with us and our guest how an abundant mindset can enrich not just your business, but every aspect of your life. So, if you're ready to reshape your understanding of leadership and success, this conversation is an essential listen.

Ever wondered why some businesses flourish while others flounder? The secret is simple yet profound: dollars follow value. In our latest Universal Principles series, we unravel this truth and how a value-centric approach can spell success for entrepreneurs. I'll take you through a transformative moment from my past that turned my focus from chasing money to creating value, and discuss Russell Brunson's ingenious value bundle strategy, which has revolutionized product marketing by amplifying appeal and worth.Venture further into our exploration as we dissect the power of a unique value proposition in today's experience economy. You'll hear firsthand about my Airbnb operation's evolution, where personal touches and Brizani Concierge service redefine what it means to be hospitable. Plus, we'll dive into the creative uses of the Brasani platform to offer guests high-definition content and personalized experiences that resonate long after their stay. By the end of this episode, you'll be brimming with insights on crafting a value-driven business that not only attracts dollars but also nurtures lasting customer relationships.

Ever wondered how much of a bite Online Travel Agencies (OTAs) like Airbnb and Booking.com take from your nightly rental earnings? Wayne and Dallin Aston are here to unravel the hefty fees charged by these platforms and explore the tantalizing possibility of boosting your profits through direct bookings. We're peeling back the curtain to give you an insider's look at the behind-the-scenes of channel management strategies and the vast landscape of over 300 OTAs that could be at your fingertips. It's not just about saving on fees; we're diving into the exposure these giants provide and weighing it against the allure of independence.Our latest exchange also sheds light on the hospitality industry's seismic shifts brought on by the pandemic, from market crashes to unexpected rebounds. We share firsthand encounters with the COVID-19 turmoil and how certain markets, especially luxury resort destinations, have weathered the storm differently than big tourist hubs like Orlando and Las Vegas. Join us for these critical insights—the kind that could spell the difference between just getting by and truly thriving in the dynamic world of vacation rentals. Whether you're an established property owner or considering dipping your toes into the rental pool, this conversation is packed with the strategic know-how you'll want to bookmark.

Unlock the secrets to elevating your business with a masterclass in distinguishing branding from marketing and advertising, as Dalin and I, Wayne Aston, dissect these vital concepts. With Dalin’s marketing prowess, we bring you a riveting discussion that will reshape your understanding and equip you with the tools for creating a robust market identity. Our conversation dives into the game-changing rebrand of Maverick's convenience stores, a testament to the orchestrated power of these three pillars when harmonized effectively.We’re living in an age where a brand is the beating heart of your enterprise, setting the stage for customer loyalty and defining the narrative. This episode peels back the layers of how an influencer's persona can amplify your brand's voice and vastly improve sales figures. Moreover, we dissect the art of audience-specific marketing strategies, and with the help of real-world scenarios from the real estate and hospitality sectors, illustrate the importance of a tailored approach. A deep understanding of your business's identity is more than just good practice—it's crucial to crafting campaigns that resonate.The landscape of Airbnb and nightly rentals comes under the spotlight as we navigate the intricacies of pricing strategies and market saturation. With the assistance of our guest expert, we reveal how a focus on quality and a commitment to the guest experience is essential in an increasingly competitive market. Our expert's advice is a goldmine for anyone looking to stand out and profit in the experience economy. This is a conversation packed with actionable insights for entrepreneurs eager to refine their business strategy and achieve sustainable growth.

Embark on a journey through the world of real estate investment with Dallin and me as we peel back the layers of syndication and fund structures, revealing how anyone can take a slice of the property pie. We swap tales from the trenches, mine peppered with the highs and lows of syndication, while Dallin charts his ascent from financial uncertainty to commanding investment funds. Our candid conversation promises to arm you with the wisdom to navigate the legalities of LLCs and the fortitude to embrace both the stumbles and strides of your investment odyssey.Tune in for a deep dive into the gravity of shared values and the delicate balance within investment partnerships that can shape your success. I'll lay bare the scars from litigation battles, underscoring the paramount importance of aligning with partners who share your vision and integrity. We'll dissect the nuances of the investor-dealmaker relationship, and I'll champion the belief that true transformation in real estate comes not from deep pockets alone, but from the alchemy of monetary resources and value-driven partnerships.Our episode culminates with a strategic comparison of the structured elegance of investment funds against the communal spirit of syndications. As we explore the meticulous organization of funds like Invictus Real Estate Fund 1 LP, we shed light on the transparency and security benefits for investors, and the tactical considerations for launching a fund. Through our shared experiences, we extend an invitation to all aspiring investors to consider the transformative potential of real estate, whether through the immediacy of syndication or the enduring growth offered by funds. Join us for this revelatory expedition into the heart of real estate investment.

Have you ever fantasized about running your own Airbnb and transforming idle space into a buzzing profit generator? Wayne and I are here to turn that dream into a roadmap, guiding you through the thrilling world of Airbnb entrepreneurship. Our latest exchange is crammed with actionable insights that will help you carve out your niche in a marketplace where the right strategy can turn your property into a sought-after destination. We'll navigate you through the maze of creating an experience that leaps out from the millions of listings, ensuring your space isn't just another option, but the option for travelers.This episode isn't just about finding any spot on the map; it's about selecting the gold mines of Airbnb locations. We dive into the essential tactics for identifying properties that deliver both the charm of their surroundings and an exceptional guest experience. As we compare Airbnb ventures to other real estate investments, we reveal why short-term rentals can be a game-changer for your portfolio. And for those with an eye on opulence, we shed light on the resilience of luxury resorts, even when economic tides are rough. By the end, you'll understand why cash flow is king and square footage is just a pawn in the grand scheme of property investment. Join us and Wayne for a session that could be the blueprint to your Airbnb empire.

Venture beyond the safety of the everyday blueprint and tap into the uncharted territories of success with your hosts, Wayne and Dallin Aston. As trailblazers ourselves, we're peeling back the curtain on the sacrifices and the seismic shifts in social circles that often accompany the rise to the top. Our candid discussions unearth the raw truth about what it takes to break the social agreement and navigate the waters of envy that success can stir, sharing stories that promise to challenge your perception of what it means to truly 'have.'This episode is not just about defying odds; it's a masterclass in rewriting the rulebook. Discover how I turned heads and broke records in Moab's luxury real estate market, not simply by pricing condos at a premium, but by standing firm amidst a current of skepticism. Dallin and I dive into the critical nature of fostering a supportive environment, as the journey of innovation is a path walked better with allies. For anyone looking to push boundaries in their field, we're laying out the blueprint for success that's anything but conventional.Finally, we strip down the glossy veneer of the 'American Dream' to reveal the gritty, exhilarating reality of entrepreneurship. Our conversation steers you through the philosophy of continuous growth and the pursuit of potential that's boundless. We're talking about principles over goals, action over dreams, and the transformative power of living in the present—inspired by legends in coaching and life alike. So, tune in, sync up with our steadfast principles, and let us ignite your path to chasing the horizon, armed with the philosophy of 'now.

Embark on a transformative journey through the four pillars of a harmonious life: body, balance, being, and business. We unravel the tapestry of true success, which weaves together the threads of physical wellness, strong relationships, spiritual growth, and professional achievement. Join us as we chart the course towards a holistic triumph that redefines prosperity beyond the bank account, emphasizing the integration of the four Bs into a seamless blend that sings with personal fulfillment.Our conversation takes a disciplined leap into the realm of fitness, where the might of a strict diet and rigorous workout routine does more than sculpt the body—it carves out a fortress of confidence and internal vigor. Sharing my routine of steak, steel-cut oats, and water for breakfast, I reveal the cascade of benefits that follow a committed health regimen. It's not just about looking good; it's about feeling invincible and harnessing the power of expert guidance to achieve personal peaks.The heart of this episode beats in time with the effort we pour into our family relationships. It's the small, deliberate gestures and the unfettered presence we gift to our loved ones that forge unbreakable bonds. We explore strategies to ward off the siren call of digital distractions and champion real, tangible connections. As we expand these relationships, we underscore the fundamental role of communication, recognizing our inherent need for love and appreciation, and our duty to reach for our highest potential. Join us as we navigate these waters, where every interaction is an anchor, every word a sail, steering us towards the shores of a fulfilled and balanced existence.

Discover the allure of resort-grade amenities and higher revenue potential in nightly rental markets—could this be your next investment move? Wayne and Dallin Aston are back for another session at Aston Incorporated, where we peel back the layers of the real estate sector. From the charm of a 100-unit nightly rental to the diverse classes of multifamily apartments, we dissect the financial dynamics and emotional reasons that influence our choices in property investments. If you're looking to understand how deal quality impacts profit margins or why locations like Moab, Utah, are a goldmine for savvy investors, you've come to the right place.Ever wonder what distinguishes a forgettable stay from an unforgettable experience? We reveal the secret sauce behind memorable Airbnb rentals, highlighting the fine line between generic accommodation and an authentic, personal touch that brings guests back time and again. We take you behind the scenes, exploring how independent owners can implement thoughtfully designed spaces and strategic amenities to carve out a niche in today's authenticity-hungry travel market. You'll be inspired to think differently about how to present your rental in a way that truly stands out from the crowd.In a world where the bottom line often takes center stage, we argue that leading with love in business culture can be a true game-changer. This episode not just talks about love as a business strategy, but demonstrates how a culture of abundance and genuine customer care can elevate every aspect of the real estate experience. We wrap up our foundational real estate series with a heartfelt thank you to our listeners and a sneak peek at what's to come. Join us for a journey through the dynamic real estate landscape that delves deeper into asset classes and the nitty-gritty of the industry.

Ever dreamt of stepping into the dynamic realm of real estate investment? This episode promises to offer an in-depth understanding of the world of real estate, transforming your ambitions into achievable endeavors. We kick-start the conversation by sharing our personal journeys, including triumphs, pitfalls, and continuous adaptability in the ever-evolving real estate landscape.Transitioning into the world of real estate can often feel like navigating uncharted territory. Dallin, our co-host, illuminates this process by sharing his personal transition into the industry, offering invaluable insights into how to tackle the unknowns and ask the right questions. He also demystifies the concept of the capital stack and its relevance to the fix and flip market in Utah.So, how can one bootstrap their way into real estate investment? Dallin, having been there himself, explains the concept of 'skin in the game' and narrates his inspiring story of putting together his first deal, even when his pockets were empty. He also opens up about his single-family condo venture in Moab, giving you an inside look on managing an Airbnb business. Whether you're an aspiring investor or already dipping your toes in the real estate pool, this episode is packed with a wealth of practical, experience-based knowledge and tips to set you up for success. Tune in and embark on your journey to becoming a savvy real estate investor!

Why do we climb out of bed every morning and face the day ahead? This burning question is at the heart of our latest heart-to-heart on the podcast, as Dallin and I, Wayne Aston, delve into the motivations that steer our ship through life's tumultuous seas. Embark on a journey of reflection and self-discovery with us, as we recount the pivotal moments and sage advice that shaped our quest for success. We reminisce about early career crossroads, where the wisdom of grandfathers and fathers clashed, guiding us to learn trades or chase academic accolades. Experience our realizations that the pursuit of personal gain rings hollow without the creation of outward value and join us as we dissect the integral role that relationships and integrity played in the development of Sage Creek at Moab Resort.What lies beneath the surface of our desire for financial comfort and stability? In this conversation, we explore the emotional undercurrents that reveal our true selves when we peel back the layers of our primary motivations. I open up about the profound insights gained from confronting the comfort of financial security against the priceless value of family time. We highlight the importance of understanding these core desires as catalysts for all future ventures, strategies, and the emotional depth they bring to our lives.Our dialogue culminates in a powerful testament to the transformation that occurs when one aligns with a divine calling. I reflect on the seismic shift from a physically demanding enterprise to the pursuit of the financial markets, a change ignited by the recognition of a higher purpose. A life-changing lunch meeting opened my eyes to the atrocities of child sex trafficking, reshaping my mission in life to serve a cause greater than any individual ambition. This episode isn't just about business acumen; it's a clarion call to find your 'why', to rise above material aspirations, and to strive for a legacy that echoes through humanity.

Crack the code of successful entrepreneurship with us as we hear from Wayne, a former college dropout turned passionate developer, and Dallin,  a young entrepreneur with a deep desire to learn and maximize his life. Their tales of resilience, passion and taking calculated risks will undoubtedly light a spark in you. We explore the power of connection and the art of navigating the world of entrepreneurship with a strategic eye.Ever wondered what sets a successful entrepreneur apart? The answer lies in embracing the unknown and staying true to your passion. Wayne and Dallin are the perfect examples, having faced their fair share of trials and tribulations. They remind us that persistence often paves the way to victory and share how Dallin purchased two properties in Moab with no money to his name, a testament to his extraordinary commitment. We also explore the importance of creating something unique from scratch, a principle both Wayne and Dallin swear by.The duo also attest to the vitality of relationships in the business world. They reveal how they prefer to prioritize connections over profits and why this approach has been a key factor in their success. And if you're on the hunt for investment, Wayne and Dallin have some solid advice: always be prepared, avoid desperation and, most importantly, build strategic relationships. Don't miss this episode brimming with wisdom and inspiration to build your own business empire!