Most business owners think they need a bigger ad budget. Nicky Billou says they need a better story — and the guts to be tough on the people they're coaching. In this episode, Matthew sits down with Nicky Billou, #1 international best-selling author and host of over 1,000 podcast episodes, to unpack how he's helped entrepreneurs scale from $400K to seven figures. Nicky opens up about fleeing Iran's Islamic Revolution as an 11-year-old — including a Molotov cocktail that landed in his living room — and how that experience shaped his belief that entrepreneurs are "freedom men and women." From there, they dig into his core philosophy: selling as an act of service, not pressure; why he fires 30% of prospects who aren't a fit; why trust is built in seconds, not years; and the "love tough" coaching style that took one client from $0 to $60K in a single month. If you run a business and you're afraid of selling, this episode will change how you think about it. Key Takeaways Reframe selling as an act of service — people don't want to be sold, but they love being served. Trust isn't built over months. People decide in an instant whether you're worth trusting. Growth often comes from one focused change — like getting in front of bigger buyers — not ten new tactics at once. "Love tough" coaching means caring about someone enough to push them past their fear of selling. Qualify hard: determine if the person wants to solve the problem and if you're the right fit before you go all in. Advertising doesn't close high-ticket sales on its own — people buy from those they know, like, and trust.About the GuestNicky Billou is a #1 international best-selling author, a podcast host with over 1,000 episodes as both host and guest, and the Co-Founder of eCircle Academy, where he runs a year-long Mastermind and Educational program for coaches, consultants, corporate trainers, and other service-based entrepreneurs. He's known as a "millionaire maker" and has interviewed guests including John Maxwell, George Ross, Barbara Corcoran, and Jack Canfield. Originally from Tehran, Iran, he immigrated to Toronto, Canada, as a child and now helps entrepreneurs scale their companies to seven, eight, and nine figures. Connect LinkedIn eCircle Academy