I’ve taken an 80/20 hatchet to Roundtable. Radical alterations, re-inventions. 2021 may be the last year I provide 1-on-1 mentoring to Roundtable members, because of changing times & shifting priorities. If you’ve been waiting for your chance… this is it.
But don't delay. Roundtable 2020 filled up the fastest it's ever filled. I'm now accepting applications for Roundtable 2021.
Dear Business Builder,
Numerous famous gurus have been threatening to “Exit Stage Left” for 10-20 years. “This may be the last time I will ever do a seminar” or “This may be the last time I ever speak about X…”
This is usually a game. It almost never turns out to be true. (Until is suddenly and unexpectedly becomes true.)
But my availability is going down this next year. I'm not playing games.
2020 signaled a sea change in my life and career. No more than half of my time in 2020 was spent running Planet Perry.
This means 1% of my customers will get 90% of my time in 2021. If you want to be in that 1%, you need to be in Roundtable.
This is because Evolution 2.0 hit a major tipping point in 2019 and now demands my time.
2019 kicked off a chain of falling dominoes. I cannot talk about the specifics yet, but it began in May 2019 when I got invited to the oldest scientific organization in the world, the Royal Society.
There I announced Evolution 2.0 is now a $10 million prize. This was reported in Forbes, INC, the Financial Times and numerous science journals.
I'm now founder of the world's largest prize for basic science research... but this is only the tip of the iceberg. These events triggered new introductions, unexpected conversations, and the founding of new companies and movements.
Conversations I'm having these days more resemble those of a foreign diplomat than a business consultant.
One Friday night when I was 16, a professor named Dr. Lee bought me a Coke in the local mall. We sat in the food court and he told me his story.
He was from South Korea. He’d grown up in the Korean war. He was the oldest in his family. He was hungry. Their cupboards were bare. He would go out every day and steal fruits and vegetables to feed his brothers and sisters.
On an especially desperate day, he said, “God if you get me out of this I’ll work harder than anybody.”
Fast forward ten years. He’s in grad school at Virginia Tech, washing dishes to pay the rent. Busting his ass to finish his PhD in management science. He takes an American wife; graduates with honors.
He made good on his promise to outwork anybody. Five years later he was a chaired professor.
What People Are Saying About Roundtable
He says to me, “The president of the University of Nebraska recently created a special endowed chair to keep me here. Today I’m the highest paid faculty member at the entire University.”
My jaw dropped a bit. This guy makes more in a day than my dad makes in a month! (On a good day at least.)
He continued: “I’ve written 20 books. I get a $4 royalty on each copy they sell. When I do consulting, I charge $3,000 to $5,000 per day. I don’t do this for the money, because I don’t need more money. I do it for respect. I charge that much because when the CEO of a company is paying you five thousand dollars a day to tell him what’s wrong with his company, then when you finally tell him, he takes notes.
“It’s all about respect.”
This was 1986. $5000 a day was a lot of dinero in 1986.
I heard Dr. Lee loud and clear. I was living at his house at the time, because my parents were in Maryland getting cancer treatments for my dad. During that three weeks, I took notes too. During that time, I was in a state of hyper-awareness, as it was one of the most pivotal seasons of my entire life.
Tiny hinges swing big doors.
Today I’m a guerilla-engineer-entrepreneur version of Dr. Lee. A little like a college professor (including occasional streaks of absent mindedness). I write books, teach classes, do research, grade papers, and consult at high fees.
I even have two Asian kids… just like he did.
One reason I’ve been able to be so effective as a teacher is, like Dr. Lee, I’m expensive.
Four years ago, a guy showed up at a 4-Man Intensive. He had an information marketing, membership and coaching business, plus a fledgling software-as-service company on the side. He was asking me a million questions about how to position himself as a personality, expert and guru.
Does your business provide the freedom, the flexibility, the cash, resources and connections you need to live your ideal, purposeful life?
The guy was an open book. His name was Casey Graham; his company, The Rocket Company.
I told him point blank: “Don’t build an information empire. Build that software company. Someone will buy it from you.”
Two years later Casey Graham sold his company for… well, let’s just say it was enough, he’ll never have to work another day in his life.
He wouldn’t have taken my advice if he hadn’t paid for it.
So it goes with mastermind groups and consulting clients.
There’s a TON of mastermind groups. One every corner. In fact if you go to 7-11 and pick up some milk this afternoon, chances are the clerk will ask you if you’d like to join a Mastermind for 7-11 banana buyers.
A whole bunch of mastermind groups are free. If you’re the type of person who belongs in Perry Marshall Roundtable 2.0, you’ve probably been invited to at least three.
But you still get what you pay for.
My students have built fortunes collectively worth billions. I knew Clate Mask and Scott Martineau, founders of InfusionSoft, when they were “guys in office, will write software for food.” They learned what Autoresponders were from me.
In 2010, I ate lunch in a food court with Nigel Eccles and his wife Leslie in London. The membership site I helped them with was FanDuel, the fantasy football company which is now worth hundreds of millions of dollars.
In 2017, Ed Harycki sold his company Swift Capital to PayPal for an undisclosed but very large sum of money – I’m guessing nine figures.
Ed attended my Star Seminar with Richard Koch in 2014, which has gone down in history as one of the most significant live events of the last ten years. Richard was worth a little over $200 million then. (He’s worth over half a billion now.)
After that landmark event, Ed started holding regular Star meetings with his team. He did not build or sell his company by accident. He built and sold his company based on models and approaches he picked up in Planet Perry.
So yes, I’ve been closely associated with “unicorns.” And my primary aim these days is taking equity in more such companies. This is the main focus of my business.
But when Casey Graham told his rags to riches story in a private Renaissance Club webinar, Casey explained that MOST people should aim to build a LIFESTYLE BUSINESS. One that makes you the money you need to make and gives you the time and freedom to do the things you love to do.
I have many, many Roundtable and coaching members who have achieved levels of freedom and autonomy that very, very few attain.
Ben Morris, founder of Kristalytics, has a wife, a young son, a home in Austin Texas, another home in Aspen Colorado, loves his work passionately (if you get him started, he won’t stop talking about it for three hours) with generous freedom to go where he wants to go and do what he wants to do.
In the last ten years, not only have I built a very good business and platform but have also adopted two kids from China, written five books, and launched a technology prize with judges from Harvard, Oxford and MIT.
Three weeks ago, I was at Oxford meeting with world-class scientists, discussing coming revolutions in genomics, AI and quantum computing.
We had tea at a scientist’s house. Afterward, he drove us to the train station and on the way, he took us down the street he lives on. “This is the first home of J.R.R. Tolkien. The house next to it is the one he moved into later. And this house over here is the home of Erwin Schrödinger, of “Schrödinger Cat,” the famous cat from quantum physics who is simultaneously alive and dead.”
The professor said to us, “The real name of Schrödinger’s cat was Milton. Milton romped around in that yard over there.”
My 15-year-old son Zander, who wants to be a physicist (or maybe violinist), totally geeked out. We get to hang out with guys like this.
David Jellins owns the largest adventure travel site in Australia and the United States. He goes where he wants to go and does what he wants to do.
Michael Strickland has built Ship A Car Direct from a glorified affiliate tin shack to mini-empire and Star Simplifier, with designs for world domination.
Agustin Bravo is the Anthony Robbins of Mexico. Mexico is an expanding economy, growing at breakneck speed and modernizing rapidly. Agustin is riding that wave and is rising to be one of the great culture leaders of the Spanish-speaking world.
John Sonmez is the Anthony Robbins of software development, exceeding 100,000 subscribers on YouTube. This year he launched a smash-bestselling book, The Complete Software Developer's Career Guide. He’s a voracious reader and student of harsh reality.
His partner Joshua Earl entered Planet Perry as a software programmer whose marketing DNA test said “You should be a copywriter.” 18 months later he left his job and has been an autonomous man ever since.
Megan Macedo came to a City Tour meeting in London in 2013 and purchased a hot seat. She explained that she wanted to be the Brené Brown of marketing. (Brené gave one of the five most popular TED talks in history.)
I explained to Megan how she could transition from webmaster/copywriter to someone who uses the tool of business advice and consultation to probe into the depths of her clients’ soul. I explained which kinds of clients would “go there” and which ones would not. I gave her a blueprint for pressing forward.
Megan shot out of that meeting like a cannon. Today she is the Brené Brown of marketing. Her video “Be Yourself” is the finest blend of art and marketing that I’ve ever seen.
Today Megan Macedo lives in London with her 3-year-old girl Maeve and husband John. She’s fostered an utterly unique conversation in the marketing space, one that’s badly needed especially in today’s echo chamber world of false faces and false selves.
Most importantly Megan gets to have the kinds of conversations SHE always dreamed of having with other people. She is teaching people what she wants to teach, she is impacting the world, and getting paid well for it.
Watch this girl, because she is going places. As Solomon said 3000 years ago: “Do you see a man skilled in his work? He will stand before kings. He will not stand before obscure men.”
What You Get in Roundtable 2.0
60-day accelerator ($10,000 when sold separately). This ensures that your Roundtable membership pays for itself in the first 30-60 days:
- 1-on-1 Kickoff Business Review with Perry
- Traffic and Funnel Review: The Ad Coaches (Bob Regnerus, David Nadler & Mark Ingles) will step through your sales funnel *and* your Google and/or Facebook Ads account(s) with a fine-toothed comb. They’ll identify key leverage points that could boost your sales, reduce waste and tame your ad spend. (This alone may cover your entire year of Roundtable tuition.)
- “Help! 911” Coupon from Perry
- Definitive Selling Proposition group session with John Fancher - reaching for the power levers in your sales story and determining what we drill down on in the next year
- Swiss Army Knife group session with John Fancher - extracting the hidden gems from your sales story
Roundtable Meetings Include:
- 3 Meetings/year, 48-hour immersion (January / May / October)
- Dedicated Hot Seats at each meeting
- Celebrity Guests 3X/year
- Your Hot Seat small group is led by a Celebrity Roundtable Guest at least 1x/year
- Monthly Check-Ins with a Roundtable coach, alternating between 1-on-1s and team group calls with Perry
- Surprise & bonus newsletters & topics
- Planet Perry coaching programs at STEEP discounts only available to Roundtable members
We will not accept you into Roundtable 2.0 unless we are confident that we can help you achieve a 3X to 10X investment on your Roundtable membership fee (or more). OUR FIRST GOAL is to pay for your year’s membership in the first 60 days.
Achtung! Three Common Roundtable Myths
- That Roundtable is only right for you if you do a lot of PPC
- That Roundtable is only right for you if most of your advertising is in English
- Roundtable is only right for you if you're an information marketer
I understand these misconceptions. First, I started my consulting career as the “AdWords Guy” and I wrote the book on Facebook advertising too. But in Roundtable meetings we very rarely discuss pay per click advertising.
We spend far more time on things like leverage network effects, crafting rock-solid DSP (definitive sales propositions), identifying proposition simplifiers, and building Star businesses. High level, strategic stuff.
So, if you’re thinking “I don’t do much PPC so I’m not right for Roundtable,” stop thinking that and apply today. Second, it’s true, I speak only English. But we have members in Roundtable from Sweden and Germany and the Far East. Your advertising does not need to be in English.
High-level business concepts like Star Principle and Simplify transcend language barriers. So, if you’ve been thinking “My business content is not in English, so I’m not right for Roundtable,” stop thinking that and apply today.
Is Roundtable only for information marketers? Absolutely not. About 15-20% of our members are info marketers... our group this coming year also includes two roofing companies, a dentist, a fitness club, a high-end furniture manufacturer. A travel company, a press release service, a pet food manufacturer, a hearing aid dispensary and a tax strategy accounting firm.
Are you having the conversations you WANT to have?
Are you spending time with the kind of people you want to spend time with?
Are you surrounded by the kinds of people you want to BE LIKE in five years?
Are you deliberately putting yourself in situations where you’re trying to be the “dumbest guy in the room”?
Are you surrounded by people who have ten times your mojo, who have scaled summits in some realm 10X or 100X beyond what you have – yet they earnestly care about you and your success as well?
And what about the advice you’re getting?
Do you know for an absolute fact that the people you receive advice from ALWAYS AND UNVARYINGLY TELL YOU THE TRUTH?
Or do they fudge a little?
Do they email their list and say there’s only 119 seats for this webinar when the capacity is really 1000?
People who lie about little things lie about big things, too.
My collection of Roundtable members and alums is a who’s who of successful independent entrepreneurs.
I started Roundtable in 2005. The format has always been 70-80% hot seats. Each member tells the group exactly what’s going on in their business. You get an insider’s view of a dozen businesses at every single meeting. After a year, you’ve built a case history of hundreds of situations and your “muscle memory” is armed with correct responses to hazards that derail most people.
This is an excellent format and it serves people quite well.
But for 2021 I’ve applied 80/20 to the hot seats. This doubles the pace of Roundtable.
That's not all. I've added four additional 80/20s:
Roundtable 2.0 Lever #1: I know some of the most fascinating people in the world. And I’m going to introduce you to them.
Each meeting now includes a special guest who will spend at least one full day with the group. These people are hard to reach. Individuals you would not normally meet or get to spend time with under ordinary circumstances. Given that these individuals have so much freedom and autonomy, it can be a trick to get them into a room. But each of our three meetings (January in San Diego, May + October in the Chicagoland area) will feature a guest with fascinating insights to share, with full access. You get meals and up-close-and-personal time.
Roundtable 2.0 Lever #2: Curated Show & Tell. My members have epiphanies and discoveries, and I am carving out very specific time for those discoveries to be shared. Oftentimes these come from stories that could never be revealed in public.
A key difference between Roundtable and almost everywhere else is that in most mastermind groups, nobody ever takes their gladiator suit off.
Often the meeting organizer is working to disguise the fact that 1/3 of the people in the room don’t even have a real business or are still trying to decide what they’re going to do when they grow up. Many groups are just a bunch of guys preening and trying to impress everyone with the size of their ‘package.’
The substitute for authenticity is slinging ideas at you a million miles an hour.
Roundtable is not like that. Please understand, it’s not like we make anybody strip naked. Not at all. Rather, simply because the leader is transparent (I don’t attempt to hide my own flaws and mistakes), the members of our group likewise are free to be transparent.
You will find a distinct lack of pressure in Roundtable to be or appear a certain way.
Roundtable 2.0 Lever #3: Deeper insights from Perry. Our new alternate format will allow more time for explorations. Since Rosetta Stone, I’ve turned a corner in defining what I deliver to my top members. The most recent Roundtable meeting was a barn-burner, and one major reason was that I uncorked. I stepped completely outside the marketing and strategy box.
Member Lester Cseh from Canada asked me yesterday, “Perry, are you running at an all-time high level of energy lately?”
A resounding YES. And I’ve been taking risks with my audience and taking them to new places. Mark Ingles was at the unveiling of the Evolution 2.0 prize in Phoenix at Arizona State University in August. I overheard him telling somebody, “Wow, that was Perry 2.0.”
One of the musicians I most admire is Miles Davis. Miles re-invented himself and his music five times. He tapped into a range of influences that would scramble the brains of most musicians. One of my favorite Jazz CDs is called “Miles from India” and it’s a bunch of guys from India performing radical Indian re-workings of the familiar Miles Davis tunes.
It is absolutely superb and as soon as you listen, you realize that all those Indian influences were in the background the whole time – Miles WAS listening to Indian music at the time when he was composing songs like “Miles Runs the Voodoo Down.” What these musicians really did was elicit what was already there.
This is what’s now happening with me as well. I voyage far, far outside of business these days to get insights.
I am usually NOT reading the latest business bestseller in order to extract new discoveries for my entrepreneurial brood. I find that boring. As likely as not, it’s coming from molecular biology or the middle ages or some mathematics paper from 1931.
The average Miles Davis fan was not able or willing to follow Davis into all his forays. The people who liked Kind of Blue wanted more Kind of Blue. They weren’t ready for Bitches Brew. Let alone Decoy or Aura. They certainly didn’t ask for it.
The same is true of a lot of other artists as well. There’s a bevy of Rush fans who loved 2112 and Hemispheres and Moving Pictures, who weren’t nearly as enamored with Signals or Power Windows. A lot of guys who liked that era couldn’t relate to Counterparts or Test for Echo. Many who liked that still strained to accommodate Vapor Trails, the album that mourns the loss of drummer Neal Peart’s daughter Selena and wife Jackie.
Similarly, the average Planet Perry member who just wants Facebook or Google ads and the usual marketing box doesn’t belong in Roundtable. Roundtable is for people who know: You can get that almost anywhere these days, but they know you need something else… something NOT being served up at a $295 seminar.
What you can’t get at anybody else’s seminar is advanced 80/20 and Star Principle (although I do already talk about that stuff other places).
What you really can’t get at any seminar in the world is my latest synthesis of what’s really happening on planet earth and how it relates to a poem written in 700 AD or the work of a Russian biologist in 1924. But I tie all of this together and connect it solidly… so when you get home from a Roundtable 2.0 meeting, you are fully prepared to hit the ground running.
Roundtable 2.0 members are more grounded than anybody else in this business.
- I predicted Facebook being a major force in advertising and was over-prepared for it two years before it happened.
- In November 2013 (in a Roundtable promotion letter) I devoted two pages to Bitcoin, making it very clear: This is the future. I’ve made further predictions about what’s coming with crypto in the next 20 years. Many times, I’ve seen around the corner while everyone else wondered what was up.
- My partnership with Richard Koch and our strategic growth principles is quietly generating both small and large fortunes in Planet Perry. I estimate the total net worth of Planet Perry members increased anywhere between $100 to $250 million in the last 12 months.
There is a LOT of deception in the marketing education business. A LOT. There is more “Soviet accounting” and Pink Koolaid than I would ever care to describe. Some people start entire large companies that don’t even make any money, just so they can brag about revenues on stage to recruit people into costly membership programs.
Most things don’t work as advertised, and the slaughter of tens of thousands of entrepreneurs over the last 5 years – the tightening straitjacket – is one of the signals to you that this is the case.
I tell the truth and everybody knows it. “I’m only offering you the truth, Neo. Nothing More,” as Morpheus said in The Matrix.
Roundtable 2.0 Lever #4: Curated hot seats so that the larger group sees the 20% most interesting and challenging situations. Still, everybody gets a full hot seat at every meeting in smaller-group format with appropriate guidance. YOUR business gets full attention from some of the sharpest, on-the-grow entrepreneurs in the space.
Roundtable 2.0 Lever #5: Individual TLC from me, the group leader. This year I’m including “911 coupons” (group members who need immediate advice can ask Lorena and she’ll locate me anywhere in the world, nearly always within 24 hours) and I’m providing additional mentoring time to make sure that I’m fully current with every business in the room.
I can’t promise that personal mentoring and coaching will continue to be available after 2021.
I'm working on the world's thorniest marketing problem - altering the "where we came from" conversation...
...because if we don't change that conversation soon, the 21st century will be twice as bloody as the 20th.
(Are we going to do to the human genome what we've already done to the environment? The sirens song comes with alluring cleavage.)
I have funding. I have the support of some of the world's top scientists... Harvard, Oxford, MIT, UCLA.
The projects I am working on will change history. People will be talking about this in 300 years.
Nobody else who runs a mastermind group can say that.
I cannot make any promises as to my availability in 2021 or 2022. If you've been putting off Roundtable... time to stop procrastinating.
I cannot name any marketer or CEO who is tackling a bigger challenges than mine. I've got huge skin-in-the-game. I am as much in the trenches as any client I've ever worked with.
So, as a leader, teacher, mentor, marketing consultant, I'm not the ivory tower professor who teaches theory. I've got the smell of blood and battle all over me.
Author and speaker Ed Rush said to me, “You need to let people know: times are a-changin.’ The info marketing business you have, even if you can still call it that, isn’t gonna be around much longer. Not in its present form anyway.
All true. I devote less and less attention to “marketing stuff.” Because the real freedom and money is in re-inventing businesses… developing symbiotic relationships… the positioning that happens before you do advertising and publicity… in networks that build moats around your virtual castle.
I can assure you that if you get accepted into Roundtable in 2021, you’ll be coached and mentored personally by me, and you’ll get the level of TLC that members of Roundtable have always received.
I can’t guarantee that you’ll receive that in years beyond unless 1) you’re willing to give me equity stake in your company, and 2) your firm is a company that qualifies for Private Equity Group in the first place.
I’ve already turned down several offers of equity positions. I learned this selectivity from Richard Koch, who has only said “yes” to 19 deals in the last 25 years. Those 19 deals grew his wealth from $4 million to over $500 million.
It pays to be very discriminating. Not 80/20… not 95/5… but 99/1. Needles in haystacks.
Every Single Roundtable 2.0 Meeting will Come with a Surprise
…and perhaps two or three. But at the very least, one major, world-rocking insight. You will be connected with some of the most esteemed people in the world, and your private advisory group will watch your back.
I’m like Dr. Lee, the guy I met when I was 17. Instead of charging $5,000 a day for consulting, the number is closer to $30,000 now. Roundtable 2.0 is 26K per year if you take a payment plan; less if you pay up front.
Roundtable 2.0 is the most economical way to get consistent access to me throughout the year. The advice you receive is good because the list of people now worth tens or hundreds of millions… the list of Planet Perry members who have superb, enviable lifestyle businesses, continues to swell.
But most importantly: I tell you the truth.
Are you ready to take the Red Pill?
If your answer is yes, apply to Roundtable 2.0 now.
And Seize the Day.
- January 25 – 27, 2021 - St. Pete Beach , FL
- May 3* – 5, 2021
- October 25* – 27, 2021
- January 27 - 29, 2021 - St. Pete Beach , FL
- May 5* - 7, 2021
- October 27* - 29, 2021
* The locations for these events (whether virtual only or in-person with virtual option), are still being determined.
P.S. I brought Rob Sieracki into an October Roundtable meeting. As a guest. So he could present his most recent discoveries.
Rob sat in on the whole two days. Rob’s unsolicited comments on the experience:
“I've fought my way to a seat at the table at elite mastermind groups with execs at massive companies, brands with names my aunt knows, etc. National brands, people who wrote Harvard Business Review articles, Marketing Sherpa case studies, etc. Had great discussions there about angles to save cash on private jet insurance, and exotic skiing locales.
"But I don't ski. And there's no Cirrus G3 or G2 in my world. One day at Perry's roundtable and the actionable content was way, way, way, way, way more valuable (that's FIVE way's, or, "PENTA-WAY" more valuable).
"You cannot beat Perry's roundtables for a combination of the immediate / pragmatic & the truly deep long-term thinking. If you run a business, budget for this first, and everything else after. Seriously. It'd make no sense not to.
"Crunch the numbers. Try it. Ask Perry what kinds of things people have as takeaways. Perry's roundtable masterminds are a supreme value. Odds approach five nines (that's 99.999%) you learn enough in a half day to pay for it for five years.
"You know the midwestern work ethic? Perry's got a Midwestern thinking ethic. Sensible, realistic. Thinking you can rely on to better yourself and your business. Useful at the macro level AND useful where the rubber meets the road.
"I can't think of a business problem I wouldn't bring his mastermind group and not expect a solid answer. Priceless.
"Your level of thinking is approximately the average of the level of thinking of the company you keep. That's my fervent belief. Perry's mastermind puts you in a group of people primed to think at a very high level, right when they're doing their best, most challenging thinking.
"I've seen it firsthand. Truly game-changing revelations occur multiple times every single day. There is no better value than that, is there?
"If you know about Perry's mastermind roundtables and are thinking of NOT doing it, ask Perry for my cell phone number. Seriously. I can't think of a single valid reason why you wouldn't sign up if you plan on running or selling a business on this planet, and I'm prepared to be articulate and convincing on the subject. Test me.”
To get Rob’s phone number & chat with him directly, or if you have questions about Roundtable membership, call Tiffany Moeller: +1 (312) 437-8433 or email her at .