Announcement: This is Push Button Influence. Where the world leading influencers candidly share their exact strategies for maximizing reach, accelerating growth, and generating massive exposure all by leveraging the power of new media. You can become the next Larry King, Oprah, or Howard Stern. All you need to do is broadcast your brilliance. Push Button Influence teaches you how.

Here are your hosts Alex Mandossian and Steve Olsher.

Steve Olsher: All right, all right, all right. Welcome to another edition here of Push Button Influence. Really, really, really glad to have you with us. I am Steve Olsher along with Alex Mandossian and our super awesome, very cool, online veteran, extraordinaire Mr. Perry Marshall. By the way Alex, I learned something which is when we point, if I point at you like this on the video, I'm actually pointing the wrong way. I think I have to point like this if I'm pointing at Perry and then like this if I'm pointing at you. We learn something new every single day, just to cover all bases, right?

All right, Perry, really, really cool to have you here. I know that you are a super busy dude so it's appreciated that you took the time out to join us here on Push Button Influence and share your wisdom. Now, Alex as we do every week here on the show, we start out with a word and I would defer to you to share what your word is first.

Alex Mandossian: Well, Perry has changed his focus over the years, I've known him since I think 2002, but I think what he embodies for me most is not wasting time and to do little things that make a big difference. The word for me today is leverage. Leverage. Now, L-E-V-E-R, lever, right? Like the Archimedes lever, you can actually move the world with the right levers. You've partnered with someone who knows all about the 80/20 rule, he's worth over 200 million dollars. You know how to do little things that make a big impact. What does leverage mean to you, your business and to your family? Because you've leveraged yourself. I stopped at men on men with two kids, you have a lot more than I, you play zone defense. What's that all about?

Perry Marshall: Well, the family, we have 4 regular kids and 2 adopted ones. They're both from China so one of them came here a year ago and the other one 4 years. One of the little secrets that most people don't know is that after you get above 4 kids it doesn't really make all much that difference. Most people aren't aware of that. The minivans keep getting more expensive, and the hotel rooms keep getting more expensive and the restaurants keep getting more expensive. The actual management of the kids part levels off. That's a very important useful thing to know. In fact, I even have a couple of friends they actually adopted because we adopted. I think it's viral, it's a great thing to do. You can just ... It's sort of like fasting or something. Once you've actually made up your mind like, "I'm not going to eat the rest of today." It's not that big of a deal. It's just when you're like not really sure, that's the hard part.

Leverage, the biggest thing I'll say about leverage is, somebody put it to me this way ... This is a long time ago. He goes, "A good software programmer isn't like 3 times better than a bad one, he's 1000 times better than a bad one." That's true of almost anything. The good things that you should be doing aren't like ... They're not always a thousand, okay? Sometimes they're only 10 times better. Very often, they're 100 times better. The whole world is actually exponential. You know this if you have a garden. If you let the weeds go and you're gardening, it might only take 6 weeks, it's completely engulfed in weeds, and it's because of multiplication. I think the way most people receive their education, they're very unaware of this. Most people think inequality is ... Well, they got a 97 on the test and I got a 77 or vice versa and they think that the person who got the 97 is 20% better. If they're really better, they might actually be 20 times better not 20% better. Especially when it comes to actually accomplishing something and not just sitting down and taking a test.

I don't know, maybe some people would need to be a numbers person to really get what I'm saying. I'll tell you, I got it. I got it in a big way, I remember when it happened, it happened when I was reading Richard Koch's book, The 80/20 Principle. It all said, all my world ... I live in exponential world. Like the Kennedy Express way in Chicago literally does get 10,000 times as much traffic as the street I live on, right. The world is so unequal, hugely, hugely unequal.

Steve Olsher: Yeah, yeah. Great, great points there. All right, my word for you sir is evolve. What I would love for you to talk about is how you have evolved on a personal level over the years and also of course on a professional level. If you can speak specifically to how you see the internet evolving. How did it really evolve over the past few years to what it is today? If possible, can you talk about where you see this evolving to in so far as the online space is concerned.

Perry Marshall: Can I talk about the personal first? One of my abiding beliefs is that I do not have the right to ignore any verifiable fact. If it's in front of me I need to acknowledge it. The context is that humans have an amazing capacity for denial. I'm sure it's probably a good thing because it helps us cope with stuff or whatever. Really, I think especially for an entrepreneur you really have to decide, "I am not going to give myself the luxury of being in denial." I think it starts with your personal life. Like if you've got a