Primary Aim: The Secret Power of Written Goals Unfolded

Chris Kiefer (00:01.397)

Welcome back to another episode of the Pursuit of Purpose. My name is Chris Kieffer, and today I am here with Josh Abramson, who is the founder of Albright Painting down in California. Josh, first of all, thank you so much for coming on.

josh@ALLBRiGHTpainting.com (00:15.746)

Thank you, Chris. Thanks for having me on. I love your podcast. I mean that sincerely too.

Chris Kiefer (00:19.865)

And I, so yeah, thank you. I know you've, you've listened to quite a few episodes. Uh, the, I, I met Josh, uh, when I was a marketing director at Webfoot through this Nolan consulting group that we've been in. And I think that this is just a hilarious story to start out with. The way that I met Josh was through a contest. Do you remember what this was, Josh? I've told you about it. There was a, there was a lip dub. There was a lip dub competition that was just kind of like a friendly thing during COVID.

josh@ALLBRiGHTpainting.com (00:41.322)

Yes. Yeah, now I'm reminded of it.

Chris Kiefer (00:50.009)

And, or actually I think it was right before COVID happened technically in 2019. And it was getting passed around to different companies and like, Hey, we challenge you to do this. So in this consulting group, this was like my first week on the job. And everyone's like, we got to do a lip dub. And I had literally had not done a single marketing project, but I knew how to like do video and stuff from my past career. And so we plan this thing out and we like absolutely crushed. I don't even remember who, who.

josh@ALLBRiGHTpainting.com (00:53.695)

It was, yes.

josh@ALLBRiGHTpainting.com (01:04.943)

I didn't know that.

Chris Kiefer (01:19.521)

like challenged us. We just absolutely dominated. And then in the video, the owners of webfoot were like, Oh, you got to chart challenge Albright. So we'll say like, Hey Albright, and well, this is a couple other paintings or painting companies. And I remember just feeling so, you know, cool. Everyone was stoked. Like Chris just came in first project, knocked it out of the park. And then like a week later, Albright puts their like movie production out, which was absolutely incredible.

josh@ALLBRiGHTpainting.com (01:41.294)

I'm going to go to bed.

josh@ALLBRiGHTpainting.com (01:46.67)

Thanks for watching.

Chris Kiefer (01:49.593)

And I can't remember if it started or ended with Josh in the conference room and like a sequins jacket That starts. Yeah Anyways, it like ended with like a drone shot and the people dancing on roofs and it was like it was crazy But hats off to you. Josh. I will concede you won you guys won that competition

josh@ALLBRiGHTpainting.com (01:54.786)

It starts, it starts, yeah.

josh@ALLBRiGHTpainting.com (02:02.278)

Yeah. Thanks, that's the... Thank you. And you know, that's a shame that the company you, the challenge you, you can't even remember because it wasn't that memorable, I guess. Whereas ours was, so that speaks to how powerful marketing can be, right? Years and years later, you're still remembering. And I hear from so many people that they...

Chris Kiefer (02:17.773)

Yeah

Chris Kiefer (02:23.714)

Mm, that's a great point.

josh@ALLBRiGHTpainting.com (02:30.79)

almost on a weekly basis, I'm telling you Chris, that they love that video. And I wanna thank you guys for challenging us to do it. I mean, it wouldn't have happened without you, so very glad.

Chris Kiefer (02:39.017)

Yeah. I mean, it's one of those things where I can't take any credit because I didn't even know what I was doing. It was still like, they were just like, say this, do this. And so, but yeah, anyways, it's awesome video. I'll link it below because it's super entertaining. And I'll see if I could find web foot's video. Anyways, two lip dubs. They're like three minutes long, pretty funny. So yeah, let's get into the topic for today, which I think a great starting point would be

josh@ALLBRiGHTpainting.com (02:45.009)

Hahaha.

josh@ALLBRiGHTpainting.com (02:57.084)

Yeah.

Chris Kiefer (03:08.109)

book reading, so a few is probably, I don't know, 50 episodes ago or so. I interviewed David, he's on Instagram at David Reads Fast, Kirkpatrick, yep, and he talks about reading and the benefits of reading and learning how to read faster. And you took a class with him or a course or got coached by him, correct? And yeah, tell me about that journey with reading.

josh@ALLBRiGHTpainting.com (03:15.874)

David Kirkpatrick. Yeah.

josh@ALLBRiGHTpainting.com (03:28.566)

Yes, yeah. Yeah, so I'll tell you the story. I'll tell you the journey. So I've, all my life growing up, I was not really a book reader. In fact, I dropped out of high school, which, you know, shame to say, but, you know, it was my life's journey. And I wasn't really into book reading. And I was being a part of like the Nolan consulting that you spoke of that, you know, how we've been together and some of those. And they would always talk about

Did you read this book? Did you read that book? And I'd always say, no, because I'm not a book reader. And I read maybe five books on, I can count on one hand, that I read through my lifetime. I picked up many and would never finish. And it was always because I didn't know how to read well. I would read something and I would lose, I'd get distracted, I'd lose concentration. I'd get to the end of a page or two and I'd say, what did I just read?

And I know a lot of people deal with this. And so I got, I then, um, I started consulting with another guy named Patrick bet David and some of your listeners might know of him. It's very well known on Instagram. And as a leader of this, you know, in the space of entertainment value, adding value to your entertainment. And anyway, I started consulting with him. I went to one of his, uh, seminars and I really liked what he had to say.

And I wanted to consult with him directly. And he said, I'll do it, but you have to read a book every time, before I meet with you and you have to give me a book report. I'm like, that's not who I am, but okay, I'll give it a try. So I challenged myself and, um, on one of his group calls, there was a guy on there who actually teaches people how to read faster and retain more.

And so I reached out to him and I'm so glad I did. His name's David, which he spoke about. And he pretty much changed my life and enhanced it by teaching me how to read faster and retain more. And he teaches entrepreneurs all across the country on how to do that. And he does it well. And he taught me things that, and so eventually, this was just in 2022, at the end of 2022, and I read like,

Chris Kiefer (05:42.254)

Mmm.

josh@ALLBRiGHTpainting.com (05:50.19)

I don't know, 13, 14 books from November to December after taking his short little course. Within the first week or two, it was very apparent he taught me things that I didn't know on how to do it. And I was so grateful because the year prior, I read, in 2023, I read, I think 23, 24 books. And then this year, I'm, goal is to do 40 bucks. And it's really revolutionized.

who I am because there's so much in these books that I'm getting that I just wish I had done a whole lot earlier. And now what's really cool is because when I believe in something, you know, Brian Nolan calls me a sneezer. I infect people because when I find something I like, I tell people about it. And so a lot of people are coming to me now and asking me for book recommendations.

Chris Kiefer (06:21.893)

Mmm.

josh@ALLBRiGHTpainting.com (06:48.162)

telling me that they want to read more. I'm sending them over to David if I can't help them because David's really good at it. But a lot of people, even today, I got texts about book recommendations. And I do this thing that if people want to follow me on Instagram, I'm doing this thing called Books by the Beach where I review a book, one or two a month, that I'll review on what I took out of the book in a short summary, kind of like my top three things.

And I've really enjoyed it and honestly it's Josh 2.0. It's changing my life.

Chris Kiefer (07:17.721)

I really enjoyed it and then honestly, it's just when I was training about it. Yeah, and I remember one of the things that David talks about is it's important to take notes on what you got and like either write them down, make a post about it, do a blog, something, correct?

josh@ALLBRiGHTpainting.com (07:37.222)

Yes, that's what I'm doing for myself. So a lot of people think I'm only doing my book reviews online or on my Instagram to get more followers or something like that. It's not why I'm doing it. I'm actually doing it to one, make sure that I'm able to recite back what I've learned to make it more

secure in my own mind and my own thinking what I want to take from that book. So it's really helping me with that. And he taught me, I don't do this always, but he taught me a way to retain more by writing it down in a notebook when you're reading and you divide it into two columns. The first column is what you're taking away from it and the second column is more emotional.

what you're actually gonna do about it, or how you feel about it. When you do those two things on a notepad, you start to really secure and make it concrete to you, because you're not only doing the logic side, you're doing the emotional side. And when you write those down, it becomes more. So what I do now is I highlight, I take notes, I go back and review my notes, and I just try to pull out the top three things that I'm going to take from this book and not just leave it on the pages.

Chris Kiefer (08:43.276)

Mm.

Hmm.

Chris Kiefer (09:01.889)

So let's say that you're talking to Josh 10 years ago that doesn't read and hasn't read, and there's listeners I know. I listen to a lot of books. It's still very hard for me to read physical books, and I've got a bunch of stories and excuses, but they're just excuses. Like, I could find time to do it, right? And I choose to just listen to them. But what would you say to someone, and again, I feel like speaking to yourself is the most interesting way to phrase it.

josh@ALLBRiGHTpainting.com (09:15.959)

Yeah.

josh@ALLBRiGHTpainting.com (09:20.994)

Right. Yes.

Chris Kiefer (09:30.209)

But yeah, what would you do differently, or what would you have said to convince you to start doing this earlier?

josh@ALLBRiGHTpainting.com (09:39.499)

Well, just to even start reading at all or to go from a difference of doing audible versus book reading because those are two questions.

Chris Kiefer (09:49.533)

Are you saying you wouldn't do either what you didn't do listening or reading at all?

josh@ALLBRiGHTpainting.com (09:54.198)

Not really, no. I didn't even do audible. Audible was the same thing. I would get distracted. I would be doing it while driving and I might think about something else and I wasn't writing any notes and I wasn't able to really retain too much of what I was listening to. Now, I would say listening is better than nothing at all. If you're gonna do it, at least listen to audible.

But if you want to go that next level where you are actually going to retain more than I would say, read it. And so what I do nowadays, because yeah, life gets busy. I have a seven month old child at home on top of running a business on top of two older sons and family and all the obligations that I have. So it does get challenging. But what I do now is I buy both. I'll buy the book and the audible. And when I'm.

sitting down in the morning to read. I'll read 10 pages, 20 pages, whatever I can if I only have a little bit of time. And then if I'm driving somewhere, I'll pick up where I left off if I have time and I'll get that in there. I'll take notes from that. I'll do a little bookmark. And it's helped me a lot to even accomplish more books than just trying to sit down and read. So it's a little hybrid that I'm doing right now, but I...

know that if I spend too much time listening, I'm not gonna get as much out of the book, and I prefer to leave.

Chris Kiefer (11:25.133)

Hmm. That's interesting. Yeah. I mean, uh, I, I have two books that I just got done interviewing and another author, but I have two books on my desk. I just interviewed both of these people, um, low code, no code and money unmasked. Um, and they're, they, uh, I haven't, I skimmed both books before talking to the people, but neither one of them are on audible. And I was like, ah, so

josh@ALLBRiGHTpainting.com (11:42.53)

There again.

josh@ALLBRiGHTpainting.com (11:52.46)

Yeah.

Chris Kiefer (11:52.777)

I like, but I do after talking to the person, I'm like, man, I got to go read the book in detail because it's just it's yeah, it's not my preferred method. Yeah, exactly. What other things for people that are what's like the so obviously, you're saying that it's changing your life. But what's the what's like a tip that just like broke the ice and you were like, oh, this made a huge difference. As far as like

josh@ALLBRiGHTpainting.com (12:01.814)

You're interested now. Yeah, right.

josh@ALLBRiGHTpainting.com (12:20.41)

The first tip he gave me was, and it stuck with me and I loved it, he said, Josh, when you're driving in, let's say you're a Tesla that even has a little automatic driving to it and you're stuck in the 405 bumper to bumper traffic, how much are you paying attention to driving when you're doing it? And I said,

Not that much. He goes, yeah, you're thinking about other things aren't you? Yeah, he said now get in your Corvette and Drive the Malibu Canyon As fast as you can Now tell me how much are you thinking about other things? and I'm like Yeah, not much. I am trying to stay alive and That just clicked with me like why it's important to read faster

why it's important because you're now focused and you have to train yourself how to do it so that your mind won't wander and you won't get bored and it won't take you forever and you'll get through a lot more and you'll be able to actually retain more because you're really paying attention. Instead of skimming and going slow and just kind of trying to find something out of it. He also teaches, which I like.

is to think about what you want to learn before you read the book. Write down some things that you want to learn because now your brain will search for it while you're reading the book. And it reminded me of what I did when I went to the Grand Summit where I just saw you. I sat on the plane there and I wrote down five or seven things, seven things that I wanted to get out of the conference before I got to the conference.

Chris Kiefer (13:57.337)

Hmm.

josh@ALLBRiGHTpainting.com (14:15.65)

So then I looked for them and I found them. And one of them had to do with you. I had questions for you about something that I wanted to do. And so I wrote that out and got that answered. So it's that type of behavior before reading that you'll get more out of it.

Chris Kiefer (14:33.389)

I mean that's a such a great practice in life and anything is to it's like what's the objective start with the end in mind, what am I here for and Yeah, that seems like great advice and I actually feel like that's a good segue starting with the end in mind and Like identifying what's what am I here for? What am I trying to get out of this? Which is primary aim, which is another thing that you

josh@ALLBRiGHTpainting.com (14:41.43)

Right.

Chris Kiefer (14:59.405)

have spent a lot of time in it. I think I bet you've done several versions of your primary aim at this point, but give the listener a background of what is primary aim, where'd you hear about it? And then I don't know if you wanna share yours or talk about the evolution of yours or whatever, but let's talk about that.

josh@ALLBRiGHTpainting.com (15:10.304)

Okay.

josh@ALLBRiGHTpainting.com (15:16.81)

Yeah, I don't mind sharing anything and everything if the listener's interested. So I learned about what a primary aim was back in 2004. And I didn't know, I've never even heard of it before, but Kevin Nolan had shared with us at a painting conference back at.

Philadelphia back at his office. We were actually in a fire station and he shared with us a story he wrote about where he sees himself five years ahead of the day that he writes it. And you write it as if it's happened. And you write a story out.

about things that you are thinking about and you want to try to accomplish in the next five years. So there are topics that you write on like relationships, business, financial aspects. You write about a day in the life, like you start off in the morning and what's happening and you add these categories to it, the day in the life.

bucket list things, hobbies that you want to either incorporate or achievements you want to achieve. So you write the story out as if it's happened five years from the day you sit down to write it. Let's say it's today is April 19th, 2029 and I woke up this morning. It's 6 a.m. I look outside of my window and I see what?

Maybe it's a new place where you're living. Maybe it's a vacation spot you're at. And you're so happy that you've achieved something in your life and you're thinking about it. So you write a story like that. Does that make sense to you about what primary aim story is? So I heard Kevin's in 2004. And again, on the plane ride back home from Philadelphia to California.

Chris Kiefer (17:25.729)

Mm-hmm.

josh@ALLBRiGHTpainting.com (17:40.766)

I just started writing. I didn't even know what I was gonna write about, but it was funny because my heart kind of knew was I started to write some of the things I want to accomplish in the next five years. So I didn't start off with a to-do list first of all the things I want to write about. It was more organic than that. I just started to write and it became the story that I'm writing out. And I can remember the very first

a paragraph that I wrote about back in 2004. And I said, I'm sitting in my backyard and the leaves are, it's a cool morning and the leaves are moving off the branches ever so slightly because there's a nice slight breeze. It's July and it's 8 a.m. and it's a Wednesday and I'm in the backyard and I'm reading the Bible because I've never...

read that book cover to cover, but I've heard so many people talk about that they have. And so I was reminiscing in the backyard about how I'm reading it again for the second time. And...

So just that sentence right there, that two or three sentences spoke so much about where my life has changed. For one, I wasn't sitting in my backyard in 2004 at 8 a.m. on a Wednesday. I was at the office at 6 a.m. putting out fires for all the things that were going wrong because I didn't have help back then, as much help as I needed for the jobs that we had going on. But I was sitting in my backyard at 8 a.m. having a cup of tea.

And I'd never read the Bible cover to cover. I've read parts of it. I've, you know, been to church. I've, I've heard sermons, but I've never done it myself. And so I wrote out as if I've done that twice and what that was like and what I was learning from that. So that's just, and I live in the higher desert area of Santa Corita and it's not my favorite place to live. I don't like living in a place that is hot.

josh@ALLBRiGHTpainting.com (19:57.006)

and I'd much rather cooler weather, which now I've finally achieved that. But back then it was a cool morning. And if I'm gonna write about my story, I'm gonna write about it being a cool morning. So does that make sense and how I'm writing the story? So I've done this several times over the years since 2004. And it's probably one of the most powerful things I've ever done in my life. Because I see it, I desire it.

but I take it a next step further and I write it down as if it's happened. And when you do that, there's power in that. Most people will agree that the thoughts here are only gonna go so far. But if you actually take the step to write it out as if it's happened in a story, and I even take it a step further, which Kevin Nolan didn't share with us how to do this, but I've taken it a step further to say,

Now take that story and share it with somebody you love, and then share it with somebody you respect. Now it's actually getting out there. It's not just on a piece of paper that you hid away somewhere. It has energy to it. It becomes more than just a thought or something you hope that will happen for you. And it's happened so many times, so many impossible.

Big items, big things have happened in my life since writing it. And it's actually eerie sometimes about how close you get to the day and time and the things that happened in your life in those five years as you wrote it. Because I'm writing about my children. I'm writing about what they're doing. And at the time, I have no idea if they're even going to be into something like that, like basketball or tennis or something that they're achieving. And I'm writing as if it's happened.

And it's eerie how it happens almost to the day I'm writing it. And it's happened so many times. So that's primary.

josh@ALLBRiGHTpainting.com (22:08.45)

That's weird.

Chris Kiefer (22:19.117)

Okay. Now I think it's recording anything that I said in the last couple of minutes, I don't think that recorded, but yours says it's still recording. Um, so yeah, the, uh, I mean, let me, no, yours, no, yours got recorded the whole time, I was just getting ready to reply to what you said and I'll pretend to have our editor fix this. Um, I completely know what you mean. I have done the first time I had heard of the primary aim was when I was at

josh@ALLBRiGHTpainting.com (22:29.162)

What part did we, do you want me to repeat any of it?

josh@ALLBRiGHTpainting.com (22:39.063)

Okay.

Chris Kiefer (22:48.409)

I, uh, it's funny, I am looking, I just pulled up cause I had saved these on my computer and it's a Tuesday, October 1st, 2024, because we did a three year primary aim. So I wrote this in 2021, but I'll just read the opening line here. And I think it's interesting. I woke up at 5 a.m. Went on a four mile run. I came back and spent 30 minutes praying, journaling, thinking about how I want to show up in my meetings and commitments for the day. I'm grateful for my health and my family. Natalie and I have four kids.

josh@ALLBRiGHTpainting.com (23:00.479)

Yeah.

Chris Kiefer (23:17.829)

Ellie gave Cecilia and we, I put X for someone else that we didn't know was coming and we have that little Aria now. Um, yeah, exactly. Um,

josh@ALLBRiGHTpainting.com (23:27.63)

And is that your fourth? So that's why you paused on that when you were reading that to us right now, you and our fourth, because you wrote about it as if it, that's crazy, isn't it? Isn't it crazy? There you are.

Chris Kiefer (23:36.057)

Yeah, yeah, it is. And there, yeah, there's a bunch of other things in there. It's like, oh yeah, it's, and I, my question would be, how often do you look at, like when you write your primary aim, do you continuously, like, on a monthly or quarterly, annual, how often would you say that someone should revisit this?

josh@ALLBRiGHTpainting.com (23:56.59)

So I typically carry it with me most places I go. I have it in printed up and in a sleeve, a plastic protector so I can just pull it out. And I will carry it quite often with me. They don't refer to it all the time, but I don't file it away somewhere where it can't be seen again. And I'm not saying everyone has to do that, but...

asking me what I do, I'll usually carry it with me to several places and put it in my backpack and that sort of thing to remind myself when I pull it out. I'm like, yep, I'm my primary aim. But I would say you would want to refer to it, you know, at least quarterly. But I would say much more than that.

Chris Kiefer (24:47.517)

Yeah, I feel like the quarterly is what I have had done. And it's funny, we found, Natalie and I found one that we had done together, kind of like a modified version of just, you know, and this has happened twice, which is also, it's like, on one hand, when you say like it's eerie, I don't think, I would say like, it's just a testament to your subconscious and like we're all going towards something. And a lot of times we just are

kind of letting it be taken wherever. And just like, just the idea of, someone gave me this analogy of, if you're swimming across a lake in like open water swimming, and I'm not an open water swimmer, but they were saying that one of the things you are taught immediately is you're supposed to look up when you get in the water and just see, okay, where am I going? And find some big landmark that is like on the horizon of the water.

josh@ALLBRiGHTpainting.com (25:20.748)

Yeah.

Chris Kiefer (25:46.129)

that you just, every once in a while you do, you know, five strokes, look up, find it, five strokes, look up, find it, and I feel like that to me is exactly, like if you didn't do that, if you just swam, you could swim a really long way, and you just slowly veer off course, and you could end up, like you're gonna get to the other side eventually, but who knows where you end up versus being like within a few feet, and you do that just by, you know, a repetitive check of like, all right, where are we headed? Yep, okay, still going where I wanna go.

josh@ALLBRiGHTpainting.com (25:49.736)

Yeah.

josh@ALLBRiGHTpainting.com (25:59.682)

Right.

Chris Kiefer (26:15.697)

And I think another, I don't know if you would agree with this, but when people do the primary aim, I remember being like the first time was like intimidating. Like I have all this power of like, I don't know if I want that. Like I'm, like I might change my mind. And like, there's all these things. Like, if I'm like, I don't know where I'm going to be. And it's like that, the freedom of it's like, yeah, it's okay. Like, just say what you want as of today, just write it down and just describe the ideal life.

josh@ALLBRiGHTpainting.com (26:34.414)

Yeah.

Yeah.

Chris Kiefer (26:45.605)

And then you can rewrite it tomorrow if you like, you don't like it or next month or next quarter or whatever. But oftentimes I feel like the things that I even looking at this one that I did in 2021, um, the things that I am looking at, I'm like, oh yeah, I forgot that I, I still do love that. And it was a gut instinct that I wrote down that I've lost sight of, you know? And to me, I feel like it's that example of I'm veering off course. It's like, Oh no, I'm heading there.

josh@ALLBRiGHTpainting.com (27:10.155)

Yeah.

Chris Kiefer (27:14.865)

I need to get back on track and start doing that again. You know?

josh@ALLBRiGHTpainting.com (27:16.714)

Yeah, yeah. I'll speak to two things on that. First one, you talked about the swimmers in the lake, and that sort of thing, and how I called it eerie. I still, it may not be the right word, but it's still kind of crazy how things happen that you write down that it happened almost exactly as you wrote it. And it was almost like you were like.

clairvoyant, but you're not, you know, and you're speaking of the direction that you're headed. Yes, you want to keep that focus and you want to do that. And it's much like the Bible verse. I don't remember the verse coordinates, but it talks about nobody puts their hand to the plow and looks back, right? If you do that, you're going to go crooked. You're not going to go straight. So you definitely want to do that. Keep your eye there. And that's what you do.

when you're reviewing it quarterly, when you're reviewing it more often than just writing it down and setting it down. So, and then to speak about the fear. So I'd go around the country. I was hired by Sherwin Williams to speak all over the country all the time to painting contractors to help them. And I would share the story with them about my primary aims and what I'm writing about. And not only was I

sharing with them how to do it. I was also sharing with them mine. So it gave it even more energy, more power, because I'm now sharing with hundreds of people and I'm not afraid to share it of where I'm going and what I'm trying to accomplish. And it just brings more strength to it. But I would ask the question amongst, you know, there's 40, 50, 100 people sometimes in these conferences. And I would ask them,

Who now, after listening to my stories of how they're coming true, who here is committed to writing one themselves? And almost everybody would raise their hand, or a lot of people would. And then I would tell them, the sad truth is most of you won't. You're inspired now, but when you sit down to go do it, you're gonna get in your head, you're gonna not do it. Like you said, you're gonna have fear that you're gonna write something down. And I tell them to do it unafraid. They don't.

josh@ALLBRiGHTpainting.com (29:38.354)

to think that they don't have to share, write it as if you're not gonna share it with anybody right now. Write it as if it's just truly what you want and what you see. Then you'll have a chance to review it and then say, do I really wanna share this? Am I really committed to this? And if so, go back and write what you're really committed to. Like, what are you really committed to doing? And it does force people.

Chris Kiefer (29:59.269)

Yeah. And if you're afraid, if you're afraid to share it with other people, that's actually an interesting thing to journal about too. What am I afraid? Am I afraid of like people are going to think I'm arrogant or that I'm selfish or like, like journal about that, you know, and write down why, what's going on there? Cause it definitely is some good work there.

josh@ALLBRiGHTpainting.com (30:04.064)

Yeah.

josh@ALLBRiGHTpainting.com (30:11.874)

Yeah.

josh@ALLBRiGHTpainting.com (30:15.326)

Yeah, yeah, it could, it is. And it's powerful, man. I can't explain to your, I mean, in words, I can't explain how interesting it has been in my own life to do this. Now, I'm currently in a space where I have achieved many of the things I've wanted. And I'm at the, towards the tail end of a primary aim that I wrote.

And most of it's come true. So crazy again, that it's done it again. And they're big, big things that I can't believe happened in my life. Big milestones. Now I'm getting ready to write another one. And I write them, I wanted to tell your audience that you can also, your priorities can change in those five years. Just because you wrote it down and your priorities might've changed, that's okay. Don't get down on yourself like.

oh, they didn't come true, it could be that your priorities changed, it's not important to you anymore. And if that's the case, that's okay. So you can start and rewrite another one within the, like let's say you wanna do a five year period, you can start another one in three years, that's okay. There's nothing wrong with this to pivot or change direction. But I sometimes need an inspiration to write my next one.

For me, it's been, it's usually been something I want or desire and I need to get there. And sometimes that inspiration doesn't come right away. So I'm sort of waiting for it, looking for it. And if you pray about it, it might happen. But I tell people, if you've never done one, like just sit down and pick out a

two, three hour space where you could be alone. Some, maybe your favorite space in the house, or favorite place you like to go to, and just start writing, and see what your heart writes about. I'm telling you, it'll flow. It's happened for me. But you gotta commit to it, yeah.

Chris Kiefer (32:24.349)

Hmm. Love that. So you let's go to my wrap up questions here. You have been reading a lot of books. Give me your three book recommendations for, for everybody.

josh@ALLBRiGHTpainting.com (32:35.594)

Mm-hmm.

josh@ALLBRiGHTpainting.com (32:43.422)

Okay, my three book recommendations. Well.

Two of them come to mind right away. And why I recommend these is because they probably had the most impact on, I'll say three, the ones that had the most impact on me and or my company. So, because I'm reading a lot of leadership, business type books, as well as some autobiographies and something. So if I'm just speaking to your...

Well, mainly your business sector of client or customers, listeners. I would say the first book that comes to mind is called Unreasonable Hospitality by Will Gadara. I actually, um, love this book so much because it was a story about a guy who took, uh, the restaurant to become number one in the world and how he did it. And.

It was a very good story, but it's all these business principles behind it. And it just hit me hard about we need to be doing this and being unreasonable in our hospitality, because I'm always been considered a hospital guy, hospitality type guy. So I wanted to enhance that and grow that even more. So that was one book. And it's funny enough, the guy that made me read books, Patrick B. David.

He has a top 100 list of books to be on Google. And I recommended this book to him. And he's even said, I'm responsible for referring it to him to read. Isn't that funny? The teacher asking me to read, the student asking him to read a book, it became in his top five books. And he reads, I think he's read 4,000 books. He's a reader like no other. And...

Chris Kiefer (34:35.637)

Mmm.

Chris Kiefer (34:41.319)

That's awesome.

josh@ALLBRiGHTpainting.com (34:46.41)

He's now had them on stage, had them, I think I'm responsible for selling hundreds of thousands of books on that one book because I learned to read from him and I made the recommendation. He has 40,000 employees, he made them all buy it or I don't know if he bought it for them or if he asked them to buy it. But anyway, that's just a loan and then he's talking about it all the time. Anyway, that's number one. Number two would be a book he recommended to me that I did not.

Chris Kiefer (34:54.289)

Yeah, cause you made the recommendation and then he ended up, yeah.

Chris Kiefer (35:07.207)

That's awesome.

josh@ALLBRiGHTpainting.com (35:15.51)

think I wanted to read. I thought it was a little outside of my own faith, but it wasn't. I actually have it here. It's called Power vs. Force and by David R. Hocking.

josh@ALLBRiGHTpainting.com (35:32.558)

That book affected me because in the first three chapters, very difficult to get through because it's all about the testing that they developed to get to this power versus force discussion. But if you get past the first three chapters, the fourth chapter, it all starts to make sense. And it just, it's really good from then on out. And it's about your level of consciousness and where you are.

and how everything you do and everything you think creates power versus force in this life. And I didn't realize even thinking it gives it such power and you'll see if anybody reads the book how it just affects me to this day and I read it a year and a half ago and I still think about it. So that's why I recommend this book. The third one would be

Chris Kiefer (36:05.845)

Hmm.

josh@ALLBRiGHTpainting.com (36:27.306)

You're Six Working Geniuses by Patrick Lencion right now because we're really using that a lot in our team and how we are mapping out our team where our geniuses ours and where our frustrations are. And it's still a language we're talking about, you know and I now have a book club with my company and my leaders and even some of our field guys are learning to read and we're doing book clubs and book reports just like I was forced to do.

Chris Kiefer (36:29.918)

Mm.

josh@ALLBRiGHTpainting.com (36:57.11)

I'm now asking them to join me in this and it's revolutionizing our leadership and our company growth.

Chris Kiefer (37:05.001)

That's awesome. And favorite movie.

josh@ALLBRiGHTpainting.com (37:10.742)

I'm inspired, I'm not much of a movie goer, I'm not much of a TV watcher when it comes to, you know, shows, Netflix, none of that. But I'm, typically my favorite type of movies are,

dramatic historical events that are told in a relationship story. So I'm gonna ask you, can you guess which one of mine, what would be my favorite movie that was a dramatic historical event told in a relationship story?

Chris Kiefer (37:41.485)

Is it something with World War II or like World War I or II?

josh@ALLBRiGHTpainting.com (37:45.838)

pretty close. Two.

Chris Kiefer (37:48.169)

Hmm. Oh man.

josh@ALLBRiGHTpainting.com (37:52.812)

So that's a good first question.

Chris Kiefer (37:55.089)

I would say, I mean, I'm trying to think of, I don't know why Hacksaw Ridge is coming up. That's not like a really relationship-based one.

josh@ALLBRiGHTpainting.com (38:00.398)

Hahaha

Right.

Chris Kiefer (38:07.981)

like the Titanic or...

Chris Kiefer (38:13.097)

Something about Winston Churchill.

josh@ALLBRiGHTpainting.com (38:17.967)

because you're in the right area. And, you know, Titanic was another one of those great movies, but I wouldn't say it was my favorite, but I loved that it told the story of a historical event through a relationship type of, you know, aspect. So those are the type of movies I gravitate towards. So the movie that affected me the most and to this day is Schindler's List. Schindler's List was a movie that moved me more than anything else. And...

Chris Kiefer (38:28.059)

Yeah.

josh@ALLBRiGHTpainting.com (38:43.542)

The color purple, another one, was the one that moved me. And it's Steven Spielberg telling a story in such a masterful way that he took this tragic event and told it through an entrepreneur's eyes. And at the end, it was all done in black and white, and at the end, it comes to color. But just before that, this entrepreneur felt like, even though he saved many lives,

He felt like he was still a profiteer and he didn't do as much as he could. And I totally related to that. And I drove, I was tearing up in the movies and then I drove home. I'm embarrassed to admit this, but I've never driven home from a movie and still been weeping and teared up and moved so much by that movie. So that would be the one.

Chris Kiefer (39:34.109)

That's a, I always, I'm a big IMDB guy. I always look up ratings and yeah, Schindler's List is nine out of 10 or 9.0, which is unbelievable. If it's above a seven, that's a great movie. I have seen parts of it when I was in school, like the, in our history class, they couldn't show the whole thing, but you're reminding me that like, ooh, I need to, I remember seeing a bunch of

josh@ALLBRiGHTpainting.com (39:45.175)

Yeah.

josh@ALLBRiGHTpainting.com (39:49.31)

Yeah, have you ever seen it?

josh@ALLBRiGHTpainting.com (39:55.841)

Yeah.

Chris Kiefer (40:04.725)

film like reviews and critiques. Cause I wanna say, I can't remember, I think it's this movie where they're very strategic about the color red, cause it's black and white mostly. But anyways, yeah, the.

josh@ALLBRiGHTpainting.com (40:17.81)

Yes, yes. Yeah, I thought he did such a brilliant job to masterfully telling that story and how he even did that at the very end and turning it into color. It was, nothing's ever affected me close to that one.

Chris Kiefer (40:35.887)

If someone wants to get in touch with you, how do you recommend that they do that?

josh@ALLBRiGHTpainting.com (40:41.186)

I would say, you know, through my Instagram, just Josh, A Albright, 2 A's, 2 L's, B R I, G H T. My Instagram is where I typically get a lot of messages and things like that, so they can follow me there. Obviously, you know, I, my company Albright Painting in Los Angeles, California, if you Google that, you'll find us.

It's all bright painting, 1A, 2Ls on that. And I'm not much on LinkedIn, even though I have a profile I should be more active on. I just not finding the time, things like that. Yeah.

Chris Kiefer (41:22.664)

Yeah. Awesome. Well, Josh, I really appreciate you coming on and sharing your wisdom with books and primary aims. And hopefully this was valuable to the listeners, but we will be seeing you around soon.

josh@ALLBRiGHTpainting.com (41:33.174)

And I appreciate what you're doing, Chris. I think you're doing a great job with this pursuit of excellence. Good job. I truly am impressed with what you're doing.

Chris Kiefer (41:41.917)

Thank you very much, it means a lot, especially coming from you.

josh@ALLBRiGHTpainting.com (41:46.525)

Yes, thank you.