TME 15 | Inside the Secret Network That Billionaires Use to Pay Zero In Taxes with Alex Sonkin

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Title: Inside the Secret Network That Billionaires Use to Pay Zero In Taxes with Alex Sonkin
Summary:

In this episode of Raise the Bar Radio, Seth Bradley welcomes Alex, founder of the Due Diligence Project, to discuss the massive blind spot in tax strategy among CPAs and how his peer-reviewed CPA community solves that. Alex shares how traditional CPA firms, despite servicing ultra-high net worth clients, are often unaware of the vast number of advanced tax mitigation strategies available. His platform introduces vetted tax strategies reviewed by hundreds of independent CPA firms, much like an Amazon or Netflix model for financial services.

Rather than relying on static, siloed in-house teams with mediocre solutions, Alex's vision is to empower CPAs and family offices through a Virtual Family Office model. This allows affluent individuals (not just billionaires) to access world-class, peer-reviewed tax and financial planning strategies while maintaining their trusted CPA relationship. The conversation emphasizes humility, proactive due diligence, and massive action as critical principles for success in tax planning and entrepreneurship alike.
Links to Watch and Subscribe:
https://youtu.be/v8RSrMRslHU

Bullet Point Highlights:

Most CPAs, even in top firms, are not deeply versed in advanced tax mitigation due to limited time and exposure.
The Due Diligence Project functions as an independent, peer-reviewed network, allowing CPAs to tap into the collective knowledge of hundreds of top professionals.
Traditional large CPA firms and Wall Street structures are siloed and don't provide open-source best-in-class strategies.
The future CPA firm is a Virtual Family Office — proactive, advisory-driven, and built with world-class independent specialists instead of static in-house teams.
The Virtual Family Office model brings elite wealth management strategies to affluent individuals (e.g., $10M-$50M net worth), not just billionaires.
Humility, curiosity, and willingness to collaborate are essential for CPAs and advisors to truly serve clients at the highest level.
Success requires massive action and consistent pursuit of better solutions — complacency kills innovation and wealth creation.

Transcript:

(Seth Bradley) (00:02.094)

What's up, Builders? This is Raise the Bar Radio, where we talk about building wealth, raising capital, and all in all, raising the bar in your business and your life. This is the No BS podcast for capital raisers, investors, and entrepreneurs who are serious about scaling their business and living life on their own terms. I'm Seth Bradley, securities attorney, real estate investor, and entrepreneur, bringing you world-class strategies from the best in the game.

If you're ready to raise more capital, close bigger deals, build a better you, and create true financial freedom, you're in the right place. Let's go. Alex, what's going on, brother? Welcome to the show.

Seth, thank you so much for having me. It's a pleasure.

man. Fellow San Diegan. So, appreciate that and appreciate that you you love the weather like I do.

best weather in the world, All of San Diego County, even if it gets like 10 degrees hotter, it's as good or as better anything else on the planet.

(Seth Bradley) (01:05.698)

Yep, yep. Sometimes you gotta go outside of San Diego for a little bit to appreciate it because you forget that every single day is fantastic.

We're not going to get into the June gloom and the May gray because people outside of San Diego, don't want to hear that. uh, know, we get to complain between each other. everyone outside of San Diego, were like, we don't want to know about any of your problems.

Right, Exactly, exactly. All right, man. Well, let's just jump right in, Tell everybody a little bit about your background, about your story, and take it back as far as you like.

Sure, graduated University of Michigan Business School undergrad and became an options trader in Chicago as a member of the Chicago Board of Trade, the Mercantile Exchange, Chicago Board of Options Exchange was a market maker down there for many years and came up with a couple ideas and moved to California. What we do now is we have the largest independent peer review community of CPA firms in the country. We support

hundreds of CPA firms who basically introduced their favorite resources, favorite tax attorneys, favorite strategies. And then as a community and independently, everyone independently vets out every strategy, every resource. And we rank and rate all of the strategies, all of the resources. Very similar to what you'd experience in Amazon or Netflix or the streaming services when you watch a movie or you buy a product on Amazon.

(Alex Sonkin) (02:35.534)

you're going to go look for the 4.9 out of five stars and do a quick price comparison. So what we did is we've created essentially an independent peer-of-view ranking and rating system for sophisticated tax strategies and then cost mitigation strategies because the tax code is just way too big. No one knows how many pages there are in the tax code. It's constantly changing. we basically, we didn't even know we were doing this at the time because all we were doing was

putting together advanced tax planning institutes, filling them up with CPA firms, bringing speakers, specialists on to present their ideas. But the magic was happening in the hallway conversations between these tax attorneys and the CPAs in these Q &A sessions. And what we realized was that traditional CPA firms really have no clue how many pages are in the tax code, have no idea how many strategies there are that are available to them that have been fully vetted.

And they don't have the time and the resources to fully vet those strategies out. So we just realized we were onto something and we kept building and building and building. And we just had an event. Our last couple summits, diligence project summits had close to 700 CPA firms on one, close to 847 was our largest summit.

The more eyeballs, the more tax-focused CPAs are looking at the strategies and vetting out the strategies, the more refined the due diligence is and the more new resources they're able to introduce to our network. So we're able to go deeper, wider, and more refined in our due diligence when it comes to tax planning.

Yeah, that's awesome. So you you analyze and put a score on the actual strategy itself as well as the firm.

(Alex Sonkin) (04:25.76)

Yeah, everything, right? Because you and I both know there's so many moving parts in our business. And when a CPA firm is dealing with their most, their highest net worth clients, billionaires, centi-millionaires, multi-millionaires, and they have, they're selling an appreciated asset, whether it's real estate or their company or shares in another company they've invested in, they want that sale to be tax efficient. Then they might want that money to be invested in other

parts of their portfolio. want that transition to be efficient. They want all the estate planning to be efficient asset to all these different moving parts. But the area where most CPAs and attorneys are the weakest is in the income tax mitigation part. There's a lot of decent estate planning out there, asset protection, other planning. It's really the income tax mitigation part where very few people are excellent at this.

Financial advisors, attorneys have very little experience with tax court, with audit. They should really not be involved in income tax planning. The CPA firms are the ones who are signing the tax returns. They have the experience with audit. They have the experience with tax court. But they're spread so thin just trying to produce tax returns and financial statements and meet all of the deadlines that they have to meet throughout the year. There's actually very little time for them to do proactive tax planning.

and to complete due diligence and even start the due diligence on a tax strategy. Where do we start? Who do we call? How do we find out if the client's going to go to jail? If there's issues with this? They really need to get their confidence level up at a very high level before they call their clients that you really need to look at the strategy and do this. So that's where we really live is we really there to support the tax focused CPA or the family office that's supporting that.

that ultra high net worth family that's led by a tax focused advisor, hopefully a CPA with at least 10,000, 50,000 hours of experience in auditing tax court, where they could look at the notes, look at, part of, join the due diligence project community, look at the notes, look at the strategies, meet the specialists, communicate with other CPAs in our network to really understand the risk reward of.

(Alex Sonkin) (06:48.088)

the strategy when it as how it compares to other possible strategies or combination of strategies to bring to their client.

Yeah, yeah. I mean, I love the overall idea of kind of this Amazon marketplace for CPAs and tax firms and tax strategies. It's like, you know, I know when I'm looking for a new accountant or a new CPA with a different group, with a different real estate group or something, you know, I might have done some good business with one CPA and then some that I did not. And I don't have a consistent person to go to at this point. And it also depends on what we're talking about, right? This, the, the speciality of it. it's a

if we're talking W-2 tax mitigation or we're talking about real estate investment or we're talking about some sort of high cash flow entrepreneurial venture, it really depends. One CPA can't necessarily do all that. Maybe a large CPA firm that has all that stuff in house for sure. But when we're talking about your one CPA that you know that's been filing your tax return for the last 20 years, they're not very specialized in these sorts of things.

Here's what's interesting, Seth. You made some interesting points here. Here's what's interesting. Traditionally, people say, I need a CPA. My current CPA firm is not doing the job. That's kind of par for the course. They don't know what's wrong. They know something's wrong because they know that a lot of billionaires aren't paying any taxes. They're paying this 30, 40 % of their income in taxes. They feel something's wrong. So, I need a new CPA firm. So, what do they do? Hey, can you find me a great CPA firm that's local to me? Why is that important?

Why do you need someone that literally that is that's local to you right away? The business owner is already messing up. That is not the most important thing. Okay, then they'll want someone Okay, forget distance. I'm okay with just meeting them virtually. They need to be a specialist in real estate. That's fine Okay, you've got a real estate portfolio there, especially in real estate, but really That's that's a that's another that's a good question, but it's not the best question. It's not gonna get you to the promised land

(Alex Sonkin) (08:52.366)

How fluent is that CPA firm in tax strategies? Are they plugged into a network like ours where they have hundreds and hundreds of independent CPA firms, former partners of KPMG, Deloitte, PWC, Ernst & Young, all proactively vetting strategies and introducing, unless you're part of a due diligence network like ours, you might be part of a very, very large CPA firm.

that also is part of other groups, other associations and none of them know, you know, three, four, five different strategies that would be perfect for mitigating taxes in a specific situation. So going to a large firm that has lots of in-house resources, are those resources the best? Do they have access to the best tax attorneys in the country? If those attorneys are in-house working for a CPA firm,

Or let's just say they're working for Jeff Bezos and Jeff Bezos' family office. Seth, do you think the best tax attorney in the country wants to be W-2 working for a CPA firm or working for a family

Right, right.

No, no. So right away, you've already discounted. You are not going to work with the best tax attorneys in the country. You're going to work with a static, the best attorney that's willing to be W-2, working for a CPA firm, working for a family office. If you look at the top 1000 tax attorneys in the country, you might now be working with number 945. Is that what you want to be like? No, no, no, we're fine. Our tax

(Alex Sonkin) (10:29.484)

Our tax planning is done by my CPA and they've got this tax attorney that's the 945th best tax attorney in the country in their space. It's like saying, I'm building this orchestra and my trumpet player, instead of getting the very best trumpet player in the world, I have the 945th best trumpet player playing trumpet. You want to put that on your website? You want to market that? think your client's going to be like, this is going to be awesome. I'm going to have the 945th best.

You

(Alex Sonkin) (10:59.138)

Resource in that space giving me planning ideas. Whereas I'm a business owner I've had to get to this point to have a tax problem here to overcome all these challenges and now you're gonna bring me a tax planning solution. That's like D minus That's what's going that's puts par for the course. This is what's going on. What we know is 18 % of Fortune 500 companies are zeroing out their tax returns Okay, just listen to this 18 %

of most profitable companies in the world have a team of attorneys and CPAs that zero out their tax return. That means 82 % have no idea what they're doing on a relative basis. those 82%, we're talking about 82 % of the most profitable 500 companies in the world. What we're saying is their tax planning from our vantage point, it's not that it's not good.

It's like average to below average, whereas their revenue and income is off the charts. That's like a big problem. It's like saying, you know what? We have a basketball team where our point guard, our forwards, and our two guard are really good, but our center is like garbage. You know, we've got like a high school level center, and then we have all-stars at all the other positions. That's not gonna work.

Yeah, yeah. mean, why is that? I mean, it's like, you know, they should have access to the best resources. They should be getting advised by the, you know, the top experts in the industry. But, you know, they're just not. Are they not putting the effort? Do they not have access? Do they not know, like, what's the...

Because the difference is when you look at Amazon and you look at Netflix and all the other streaming services that are providing an independent peer-review because back before Amazon and Netflix we had Blockbuster video and we had Barnes and Noble right and we did do diligence very differently going to all the different Blockbuster videos going into Blockbusters and Noble trying to find a book to buy right it's very different experience now we live in this very different world now with

(Alex Sonkin) (13:09.196)

independent peer review and all these things. However, the financial services world was created by who? It was created by people like Bernie Madoff. It was created by Wall Street, right? So everything in the financial services world is really created by Wall Street, people like Bernie Madoff. And so Goldman Sachs doesn't want you to know what Morgan Stanley is doing. Morgan Stanley doesn't want you to know what JP Morgan's doing. And so really the financial services realm is

is kind of built in silos. No, come into the Goldman Sachs silo. Come into Ernst & Young. You don't need to worry about what our competitors are doing, what these other CPA firms are doing. We're Ernst & Young, we're Goldman Sachs, we're JP Morgan. You can have the products and services that we have in our back room. So essentially, when you look at JP Morgan, Ernst & Young, Pricewaterhouse, all these huge shops, they're just stores with back rooms. And it's like shopping at a store.

It's like going to Toys R Us. What do we have in Toys R Us? Well, what do we have in our back room? Whereas when you walk into Amazon, what do you have? When you walk into Netflix, you have the full scale universe, open source. So what we've done is we've basically taken the financial services industry and we've created this open source peer-reviewed model. And we started with sophisticated tax planning because that's where most people are really, really bad at it.

And then we've added cost mitigation and other resources. You know, we're not trying to compete with asset management and money managers and all those other, know, certainly we vet those people out. But, you know, there's millions of people that manage money and our financial advisors. And certainly we do our vetting and due diligence on those people. Where we really differentiate ourselves is the income tax planning resources and solutions. Because what we found is the top biggest

most profitable, most famous CPA firms and law firms, that's their blind spot. That's where they're really, really bad because they don't know how many are in the tax code. They don't have the time and the resources and they don't know who to call to actually start and complete a successful due diligence process for sophisticated tax structure.

(Seth Bradley) (15:29.708)

Yeah, yeah. So when you say independent peer review, what exactly does that look like? mean, walk me kind of through that and how that works.

I'll show you like this is what you and any let's say if you're a real estate investor right and you're about to sell let's just say a 10 million dollar asset that has nine million dollars of gain in it you're gonna do the same thing that we've done if you're smart what are you gonna do you're gonna go out there and be like what are all the tax strategies that are possible to help me mitigate this huge tax liquidity event right then you're gonna get a bunch of ideas and then what are you gonna do

You're going to show those ideas to your most trusted financial people who are probably your CPA, your lawyer, your advisors, all these other people that you think are financial gurus and really most of them are not even qualified to comment on the tax structure except your tax-focused CPA who has at least 10,000 hours of experience in audit and tax courts. So really you should only bring this to your CPA. But now you brought it to your attorneys and your advisors.

So they're all going to comment on it because they're financial experts even though they have almost zero experience in auditing the tax court. So what do these people do with this idea? Some of them will like, oh, I don't know, just pay your tax. So you're going to get all sorts of answers. Now, you're the business owner. You have no idea how to quantify these answers. So you're really the tax expert trying to manage all this information and trying to be like, what do I do? And what are you going to do?

you're gonna basically go with what your CPA kind of tells you that they're comfortable with. Now your CPA doesn't know all the strategies, so they might know 10 % of the possible strategies. So you're gonna go with the most comfortable strategy that your CPA is comfortable with, that they've completed their due diligence on, which may be strategy number 443 out of the possible thousand strategies that are out there. And now you have the 443rd best idea.

(Alex Sonkin) (17:35.522)

that you're implementing and your ROI on that is going to look just like that. Meanwhile, it's taking you all this effort to create $10 million of asset and it's going to take you just like this to completely give away the tax on that because your CPA is not plugged into an independent peer review environment where they can work with other CPAs who have experience with other resources, be able to ask your questions, get your questions answered, maybe ask another round of questions.

But really at that point, you really need to be dealing with the thought leaders in that space, not some local attorney or other CP that also has no clue what's going on. It has no idea how many pages there are.

Got it. So when somebody comes to, you know, they have that issue, right? And they're trying to find the right CPA that can help them with that specific situation and find that number one best tax strategy. You know, what do they do? Do they come to your website to try to find someone in the network? Because anybody in your network can tap into everybody else in your network and find that optimum strategy.

There's really two ways of doing it. They either find a CPA in our network, which is one of the easiest things to do, or they have their trusted CPA plug into our network and complete their due diligence. That's probably the best way because they are this way. This gives them another warm and fuzzy. Hey, I've had this relationship with my CPA for 20, 30 years. I really like them. I understand the challenges that they're under just because they haven't plugged into the network doesn't mean they're a bad CPA or bad person.

It's like having a, you know, I just bought a gold plated cell phone. It's the greatest cell phone iPhones ever produced. But if I don't plug it into Verizon, if I plug it into Bob's telephone network that only works in four locations in America, I'm gonna have this $5,000 cell phone that's basically just a brick that I could just use as a paper holder. But if I have a normal cell phone, I plug it into Verizon and I can make a phone call from anywhere.

(Alex Sonkin) (19:43.298)

That's a much better experience. it's not the quality of it. It's partially the quality of the CPA, but it's more so the quality of the network. and certainly these, the CPAs that really are attracted to us are the ones who have these huge hearts that want to do the very, very best for their clients. And they know that they need to pick up every rock and flip over because they know their clients don't want tax returns and financial statements.

They need those. They don't want any of that. What they really want is proactive tax planning ideas. And what the CPAs don't have time for is that. So they have to create time. And we show CPAs how to create that time. We eliminate all, 95 % of the time. It takes them to complete the due diligence because we just show them the notes. We get them 90, 95 % there. Then they take the notes. They take the resources.

They jump into the tax code and then they complete the last 5-10 % of the due diligence process on their own because they're going to have to actually do a little bit of work to get this done. But we've reduced their time and increased their confidence level in completing this project by a factor of 10x, which is a huge value to them because they don't have the time and they don't have the resource to get this work done, but they want to get it

(Seth Bradley) (21:07.616)

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Right. Yeah. And I can imagine it takes a certain degree of humility, right, from those CPAs to say, I don't know everything. I'm not just going to make up something. I'm not going to make it up. But I'm not going to do kind of half-assed research for a few minutes and tell you I know everything about the subject. Right? Like, I can admit that I don't know everything. I'm not an expert in every single tax strategy.

You nailed it. mean look we do a whole program about the ten pillars of extraordinary due diligence Curiosity is one of them independence is independence versus group think and you nailed one of those pillars. It's it's it's it's humility and You know being curious being humble when you're the tax expert as you know CPA that's been around for 30 years you like I've seen everything right? That's kind of how you feel

But if you have that idea, I've already seen everything. I already know everything. How many people, by the way, how many pages are there in the tax code? I have no idea. Well, that is that's not congruent. What's congruent is I've been in the industry 30, 35 years. Do I know the tax code? I don't know the tax code. It's constantly changing. I'm humble, but I'm working hard. Yeah, there are sections of tax codes that I know, but it would be awesome to be part of independent peer community of hundreds and hundreds of other tax geeks like me.

where we're chewing, know, we're eating this elephant one bite at a time and working together as a community. That's hard working humility. And if you think about it, those are the kind of people that are winning in every, in your profession, in my profession. Think about a basketball player. It's like the best basketball players, they are working to improve their game every day, every month, every year. As soon as you think, oh, I'm the best. Nobody does that. Kobe, Michael.

(Alex Sonkin) (23:25.034)

Everyone was constantly improving their game every offseason even though they were achieving they were the grace of the world So when you see a CPA going, I already know everything. I'm not humble run for the hills You're in big trouble

Right, right. So I mean, I can see where this is. This could actually just change everything, right? I mean, it can change. Like if you get enough CPAs on this network and it's kind of the authority, the accepted way that things are done, it could really just change, you know, set the bar, right? So like, you know, where do you see the CPA firm or the future going? What does it look

Yeah, you know, we started out as the virtual family office hub. We're still the virtual family office hub. What we do is the due diligence project. So we've had a vision, you know, more than 15 years ago where the CPA firm of future, the CPA firm of today is no longer just a CPA firm, right? They're not just an accounting firm looking backwards. What does a CPA firm mean now? They're a proactive looking firm. So they're really

providing advisory services. They're bringing ideas to the table. That is not what accountants traditionally do. So right away, the CPA firm of the future in our world is a virtual family office led not by a money manager or an attorney or a financial advisor. It's led by a tax advisor who really has a tremendous amount of experience with audits, with tax court, with income tax planning.

that's plugged into this community. really let's build Wall Street underneath an elite tax advisor and let's give them vetted best in class peer reviewed resources for estate planning, money management, all the different resources underneath them. And let's make sure all these resources are trained to be part of a team that's led by the captain, which is the head of their family office. But in this case, it's a virtual family office because in our opinion,

(Alex Sonkin) (25:30.732)

Like we said, the best people in the world don't necessarily want to be W-2 static living next to the family office or living next to the CPA firm that they support. These resources could be anywhere and everywhere. And it's like Lego pieces. Let's build out a custom build, a virtual family office with your favorite advisors, with your favorite CPA, plug them into due diligence project, and then maybe replace some of the resources with best in class peer reviewed.

I'm going to keep my estate planning attorney. I'm going to keep my CPA, but then let's build out the rest of my virtual family office with resources, specialists, specialized attorneys that my two estate planning attorney and my CPA need to help me do what I need to do and get from point A to point B.

Yeah, yeah, I love that. Let's let's unwind that a little bit. What what exactly is a family office? We have a lot of listeners that are, you know, high net worth individuals, wealthy, probably a high paying job of some sort. And, we still don't know what a family office is. Like, what is a family office? We hear about it all the time. People talk about it. You know, what is it? Is it just, you know, the Trumps and the Bidens that have them or what?

Well, look, when we first started doing this, we had to educate everyone. What is a family office? And there's still people that don't know what a family office is, and that's okay. So traditionally, what a family office is, is when a family or a business owner sells their business, and now they have a big pile of money instead of running their business where they don't need CFOs and C-level executives and marketing people. Now they have a big pile of money. Maybe they're building a real estate portfolio, private equity, various investments.

They, instead of having to make 17 phone calls, hey, I'm gonna call my CPA, I'm gonna call my attorney, I'm gonna call my advisors, they make one phone call to the head of their family office and their family office is gonna house their entire financial team. So their CPAs, their attorneys, their advisors are all part of a family office and there's usually a CEO of that family office.

(Alex Sonkin) (27:36.814)

So that structure traditionally can cost anywhere from $250,000 a year up to $2,000, $3,000, $4,000,000 a year if you're dealing with very high net worth billionaires. our idea was to rebuild that structure and make it a virtual family office instead of a single family office or a multi-family office with everyone working W2 in a static place, was let's create a virtual family office environment where we can have a world-class tax attorney support

multiple virtual family offices led by CPAs around the country. And based on what their clients want and need, they may not need a full $250,000 or a million dollar yearly cost. Maybe they can have a family office with $50,000 worth of yearly expenses and they just need, you know, two, three advisors, six meetings a year, get their hands around what you're doing.

And they don't need check writing. They don't need a lot of these other services that maybe a ultra high net worth family needs where they just want to make one phone call instead of 17 phone calls and say, take care of this for me. In the virtual family office model, it's the same one phone call, except now the team underneath that person that's getting the call are vetted best in class peer reviewed resources who might be all around the world who will all get together on a virtual meeting.

to support the client when the client has, hey, I have a liquidity event or I have a tax event or I want to update my plan. Hey, let's bring the team together and let's look at all the moving parts and let's rebuild your plan. But now we're going to take advice and ideas from the smartest people in the world. We're all working together as part of a team.

Got it. Yeah. the virtual family office, makes it seem like that it offers wealth management, the best wealth management, more, it makes it more accessible to more people, right? Like not just billionaires, but maybe lower than that, right? Like maybe we've got $10 million or something like that and we can still get the best of the best.

(Alex Sonkin) (29:42.068)

Exactly. And so our idea was, you know, you have these people who are worth $50 million and they can't afford a family office, but they want to, you know, the $50 million, they want to live life too. They want to be able to go play tennis. They want to give time to their synagogue, their churches. They want to do something else besides actually running their own, you know, basically overseeing their $50 million portfolio, which is a full-time job. the problem is they're not qualified to be doing that work.

Yet can they identify investments that they like? Sure. Can they identify the best planning around those investments? They're not schooled in that. So they really should not be involved in their family office. should identify a tax-focused CPA, have them build out a virtual family office for them. And then now they have the benefit of making one phone call instead of 17, which saves them lot of time. And they can now trust the fact that they have best-in-class peer-reviewed resources to give them the very, very best ideas.

So now what happens? Their confidence level goes up. So their time and planning goes down, confidence level goes up, the quality of the solutions goes up, and they're all of a sudden out, they can create a lot more wealth by doing world-class planning because we're seeing a lot of wealth just go away to state and federal governments and unnecessary taxes simply because the team does not know and has not completed their due diligence on all the possibilities.

That's we want.

Yeah, that's incredible, Alex. You know, I want to have you back on the show to maybe get into some of the more of nitty gritty stuff, right? Like what are some of these tax strategies that we might not know about or we might not hear about every single day because we tend to hear about the same ones over and over. And you've probably seen some pretty exotic ones, some very specific ones that people have never even heard of. But, you know, we're running out of time today. But, man, I would love to have a whole episode just kind of based on that.

(Seth Bradley) (31:40.91)

But before we jump into the freedom four, you have one last gold nugget for our listeners.

Yeah, you know, just work hard, write your goals down, read your goals and update your goals. You know, there's a magic formula of being able to just writing down your goals, looking at your goals and just updating your goals. Be grateful. I know you get a probably get a lot of people just with gratitude and hard work and all that stuff. writing down your goals is something that very few people do. And of the people that write their goals down, a very high percentage of those people actually achieve those goals. So

simple way of getting successful and I do it and I recommend that little idea to every one of my friends and family.

Yeah, absolutely. you know, I think people sometimes they get caught up in, you know, the the mental stuff, they don't want to jump into that. But goal setting is more of a tangible thing. And all those things you hear about, like whether that's a vision board or affirmations or visualizations or setting goals, like it's all kind of the same, right? It's just even if it's like,

I want to update my tax planning. I want to have a better tax planning team. know, write that down. And every day you look down at all your goals and make them balanced. You know, some of it is they'd give back to the community, have strong relationships with my family members or have no relationships with certain families. I don't know, you know, what the goals are. But balanced goals where you're constantly reviewing those goals and then you're updating those goals. And every day you do something to take a step.

(Alex Sonkin) (33:15.278)

towards achieving those goals. Those are little things. It's not a huge deal, but when you do that over time, there's a compound effect to it that is incredible that people just can't appreciate. It's been said, we think we can do a lot more than we do in a year, but we don't realize how much we can do in a five or 10 year period. It's incredible.

much we can do in a five or ten year period if we're just consistent every day for that period of

Absolutely, you get some momentum going over time. All right, let's jump into the Freedom 4. What's the best thing you do to keep your mind and body healthy?

I do strength training six days a week and I actually prefer using a rubber band training. This X3 bar program that's out there. There's a bunch of different competitors now, but it's like a 20, 30 minute training.

Nice, nice. With all your success, what is one limiting belief that you've crushed along the way and how did you get past it?

(Alex Sonkin) (34:18.968)

Great question. You know, I think everyone experiences fears, fear of failure in different areas. And I think you have to attack your fear of failure. Whatever you're scared of, whatever's on your radar that's popping up as a fear, you have to literally identify it and attack it and just prove to yourself that you're really not scared of it.

Love that. What's one actual step our listeners can do right now to start creating more freedom?

They can take action. Action is the key. The real problem is people just sit around, they get in front of themselves. They're too much thinking, too much analysis. What I've seen is people who have achieved incredible, let's just say business success, those people weren't smart enough to know.

that how hard that business was actually going to be to build. They were actually not, if they were smarter, they would have never done the business because they were like, the odds of me actually achieving this business and creating it are so small. I'm just better off not doing it. They weren't that smart. So they just went ahead and jumped into it. And so what I found is just taking massive, massive action. Even if it's a failure, that massive action creates a pattern because it's going to

Success is going to require massive action. And when you have a pattern and know this is going to take massive action and it's okay if it doesn't work out, I'm going to go for it anyway. I'm just going to assume it does work out. So being positive, massive action. If it fails, boom, you learn something and you go do something else and you just keep taking massive action.

(Seth Bradley) (36:10.402)

Perfect. Last but not least, how's passive income or entrepreneurship made your life better?

You know, I've been very blessed. 20 years ago, I came up with an idea based on a diet that cured cancer for my aunt, my mother-in-law. And I suggested to my wife and my mother-in-law that they start selling my mother-in-law's cookies that were based on a diet that cured cancer for my mother-in-law. And so now today, we have a company called Go Macro, MacroMars, that my wife and my mother-in-law built based on an entrepreneurial idea that

you know, that I had over 20 years ago. And as soon as we had a little bit of success in the beginning, I knew this was bigger and better than we had even thought of. And I just continually supported my wife and really just in every way I could to watch this opportunity grow. So to me, that's been my my passive, even though, you know, I'm married to this business owner, you know, supporting her and watching this idea grow and flourish into a really

Successful health food company called comacro where we sell these macro bars. They're super delicious

Yeah, that's awesome. Yeah, it's passive for you, maybe not quite as passive for her. I have the same issue with the gyms. You know, they make really good money and it's passive for me, but my wife is running those things, so no.

(Alex Sonkin) (37:31.174)

Exactly, well you know she's had to be there to support you so yeah so for her it's passive and it's a great story for her and it's a great successful story for you as well. know how hard it is to build.

Yeah, awesome Alex. The list has been incredible, man. We're gonna let you find out more about you.

DoDiligenceProject.com or info at DoDiligenceProject.com. You can introduce your CPA to us or you can reach out to us if you hate your CPA and want us to recommend a great CPA for you that's already plugged into our...

Easy enough, man, easy enough. All right, brother, thanks for coming on the show.

Seth, it's been my pleasure. Thanks so much for having me.

(Seth Bradley) (38:09.986)

Absolutely.

(Seth Bradley) (38:13.944)

Thanks for tuning in to Raise the Bar Radio. If you enjoyed today's episode, make sure to subscribe, leave a review, and share it with someone who needs to hear it. Keep pushing, keep building, and keep raising the bar. Until next time, enjoy the journey.

Links from the Show and Guest Info and Links:

Seth Bradley’s Links:

https://x.com/sethbradleyesq

https://www.youtube.com/@sethbradleyesq

www.facebook.com/sethbradleyesq

https://www.threads.com/@sethbradleyesq

https://www.instagram.com/sethbradleyesq/

https://www.linkedin.com/in/sethbradleyesq/

https://passiveincomeattorney.com/seth-bradley/

https://www.biggerpockets.com/users/sethbradleyesq

https://medium.com/@sethbradleyesq

https://www.tiktok.com/@sethbradleyesq?lang=en

Alex Sonkin’s Links:

https://www.linkedin.com/in/alexsonkin/

https://encoursa.com/presenters/alex-sonkin

https://www.facebook.com/asonkin/

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