From the Soviet Union to Success: Max Zanan's Journey
The principal focus of this podcast episode revolves around the compelling narrative of Max Zanan, whose life journey from the Soviet Union to the United States encapsulates themes of resilience, discipline, and the pursuit of personal and professional fulfillment. We delve into Max's formative years, marked by the stringent educational system of the Soviet Union, which instilled in him a profound sense of discipline that he attributes to his later successes. As we explore his transition to life in America, we gain insights into the cultural shocks he faced, including the stark contrasts in educational methodologies and societal norms.
Max's evolution from a high school student to an accomplished entrepreneur in the automotive industry serves as a testament to his adaptability and ambition. Throughout our conversation, we examine the vital importance of integrity and character in both personal and professional realms, culminating in Max's aspiration to be remembered not for accolades or achievements, but for his kindness and positive impact on others.
The podcast episode features an engaging dialogue between Adam Marburger and his guest, Max Zanan, as they explore Zanan's unique journey from his childhood in Russia to becoming a successful entrepreneur in the United States. From his formative years in a post-Soviet society, Zanan shares insights into the strict educational system that shaped his character and work ethic. He reflects on the significance of discipline instilled by teachers who wielded considerable authority, contrasting it with the more lenient approaches observed in American schools today. The conversation further delves into Zanan's transition to the United States at the age of sixteen, where he faced cultural shocks and educational disparities that ultimately paved the way for his entrepreneurial success in the automotive industry.
As the discussion unfolds, Zanan recounts his initial impressions of America, which starkly contrasted with the image he had formed while growing up in the Soviet Union. He vividly describes his bewilderment upon arriving in Brooklyn, where he was met with a reality far removed from the skyscrapers depicted in Soviet propaganda.
This transition was not without challenges, as Zanan navigated the complexities of fitting into a new culture while overcoming the hurdles of language and societal expectations. His journey is one of resilience, emphasizing the importance of hard work and adaptability, qualities that he attributes to his upbringing. In the latter part of the episode, Zanan shares his experiences in the automotive business, detailing his rise from a novice salesman to running successful dealerships.
He candidly discusses the lessons learned through various challenges, including the impact of the 2008 financial crisis, which prompted him to pivot towards entrepreneurship. Zanan's insights on building a business reflect his commitment to excellence and his belief in the potential for success through diligence and strategic thinking. The episode concludes with Zanan's reflections on personal fulfillment and the legacy he wishes to leave, emphasizing the importance of being a good person and positively impacting the lives of others.
This episode serves as a compelling narrative of transformation and growth, illustrating the profound impact of one's background and the relentless pursuit of success in the face of adversity.
Takeaways:
- The podcast emphasizes the importance of building genuine relationships with people in the business world, highlighting that success stems from authentic interactions.
- Max Zanan shares his unique journey from growing up in Russia to becoming an accomplished entrepreneur in the United States, illustrating a profound transformation.
- The conversation discusses the significance of discipline instilled through Soviet education, which shaped Max's work ethic and approach to challenges in life and business.
- The hosts reflect on the changing dynamics of education and the workplace, particularly how technology like ChatGPT may impact learning and career paths.
- Max describes his unique experience of moving to Spain during the pandemic, emphasizing the importance of adaptability in personal and professional settings.
- The discussion culminates with Max's desire to be remembered for his kindness and positive impact on others, underscoring the value of character over mere professional achievements.
Transcript
This is Adam Marburger.
Speaker A:And this is humans that build real conversations with real people.
Speaker A:Not just about what they've built in the world, but what had to be built inside them first.
Speaker A:No hype, no shortcuts, just humans doing the work.
Speaker A:Humans that build.
Speaker A:Real people.
Speaker A:Real work.
Speaker A:Welcome to another episode of Humans that Build, where we share interesting stories from interesting people that are just making an impact on the world.
Speaker A:And we're just coming off a really, really fun holiday weekend.
Speaker A:You know, when this airs, it's going to be probably a month from now, but we just had an incredible Fourth of July weekend.
Speaker A:250 Years as a country, pretty remarkable.
Speaker A:I got to spend a lot of time with my, my kids, my friends had a, had a beverage or two.
Speaker A:A little too much sun.
Speaker A:But I'm grateful to be back in the office so I can share more stories with you guys so we can help motivate, inspire to just do more in the world.
Speaker A:Today's guest, I'll tell you, you're in for a treat.
Speaker A:This guy, the best way to explain this gentleman is fierce, bold and unfiltered.
Speaker A:This individual's seen a lot.
Speaker A:He's been through a lot, he's done a lot.
Speaker A:He's still continued to do big things in the world.
Speaker A:So with, without further ado, I want to introduce you to my dear friend, Max.
Speaker A:Zan and Max, welcome to Humans that Build, my friend.
Speaker B:Hey, Adam.
Speaker B:Thank you, thank you for having me.
Speaker B:And you're right.
Speaker B:July 4th, 250th anniversary of the greatest country on planet Earth and we get to live through that is absolutely phenomenal.
Speaker A:Yeah, it was, it was.
Speaker A:You know, the weather was great too.
Speaker A:The weather was great.
Speaker A:It was the only thing that wasn't great.
Speaker A:You've been to my house actually, so decent sized house.
Speaker A:It runs on a geothermal system and once a year when it starts to get 100 degrees, the thing shuts down.
Speaker A:A couple days ago, it was 91 degrees in my house.
Speaker A:This morning when I woke up, they have to come back out, it was 82 degrees in my house.
Speaker A:So summer's great until the dang AC stops working.
Speaker A:So I'm dealing with a little bit of that today.
Speaker A:But enough woe is me.
Speaker A:Let's talk about you.
Speaker A:I want to, there's a, there's a reason I really wanted to have a conversation with you.
Speaker A:You bring a different, different background, different insight.
Speaker A:As a matter of fact, you don't even live in the United States anymore.
Speaker A:Which we'll go there here, here in a little Bit.
Speaker A:But let's talk about where you're from.
Speaker A:You know, you're.
Speaker A:You're one of my only friends that, that escape Communism.
Speaker A:You're one of my only friends that.
Speaker A:That grew up in Russia, that, no, you know, things you lived a life that I'll never understand.
Speaker A:So let's talk about your upbringing.
Speaker A:Let's talk about your childhood.
Speaker A:Let's talk about who are you, where are you from?
Speaker A:Tell us a little bit about the beginning journey of Mr. Max Zanon.
Speaker B:So, I mean, you know that this year I am turning 50.
Speaker B: , and it was in: Speaker B:So my life in Moscow can be broken down into two periods.
Speaker B:The formative years where Soviet Union was a functioning empire, and then the last three years, meaning going from 89 to 92, where I got to witness a collapse of an empire in real time.
Speaker B:So there were good and the bad and the good about growing up in the Soviet Union was that education was paramount.
Speaker B:So just by going to a regular school, and in the Soviet Union, unlike America, you actually go to the same school for your entire career.
Speaker B:So from the first grade to the 11th grade, you go to the same school and you are in the same class taking the same subjects with all of the kids that you started when you were 7 in first grade.
Speaker B:And you go through school with them for the next 10, 11 years.
Speaker B: ent to school with, we met in: Speaker A:That's amazing.
Speaker B:And there's something about going to the same school for 10, 11 years, because in America, you have three daughters.
Speaker B:It probably drives you crazy, right?
Speaker B:First you got to drive her to elementary school, then to middle school, then to high school.
Speaker B:And these are three different buildings, three different addresses.
Speaker B:She has three different sets of classmates because there's no guarantee that everybody from her elementary school went to the same middle school.
Speaker B:So in that sense, it was phenomenal.
Speaker B:And back then, and I can, you know, I couldn't understand it back then, but now I can say it with 100% certainty.
Speaker B:Soviet Union empowered teachers to do the parents job, something that we do not have in America.
Speaker B:Right.
Speaker B:Because teachers in America are not empowered to discipline kids.
Speaker B:Right?
Speaker B:There'll be a lawsuit.
Speaker B:There'll be a class action lawsuit, There'll be termination.
Speaker B:There'll be anything except for what you as the parent want Right.
Speaker B:You want your kids to be disciplined.
Speaker B:And the discipline was absolutely bananas.
Speaker B:And every summer I would go to a summer camp, but it would be like the communist version of the summer camp, where, again, you had strict discipline.
Speaker B:And when you're growing up, you probably hate it because they're making you get up, they're making you clean the territory, cut potatoes, participate in sports.
Speaker B:Everything is under duress because as a kid, all you want to do is have fun and just hang out with friends.
Speaker B:But then, now that I'm an adult, I'm going to be 50 years old.
Speaker B:I think majority of my success in life I owe to this discipline that Soviet Union education system instilled in me.
Speaker B:So I don't have an option of saying, well, screw it, I'll do it later.
Speaker B:It needs to be done and it will be done.
Speaker B:And it doesn't matter if I'm sick, it doesn't matter if, if I'm on vacation, it doesn't matter if I'm having dinner.
Speaker B:Right.
Speaker B:It'll get done.
Speaker A:Yeah.
Speaker A:Now, did you ever get in any trouble when you were younger?
Speaker A:I mean, what was that like?
Speaker A:Were you rambunctious or were you a pretty, pretty good classmate, pretty good student?
Speaker B:Again, you know, you live under such strict discipline, it's almost like being in prison.
Speaker B:Right.
Speaker B:Like you are a prisoner in that school.
Speaker B:And every teacher is a correction officer besides being a teacher.
Speaker B:And that correction officer has all the authority in the world to sit you down, explain facts of life to you.
Speaker B:And the biggest leverage that they had would be if you don't do what we tell you to do.
Speaker B:We're going to tell your parents.
Speaker B:Yeah.
Speaker A:You know, we've got soft.
Speaker B:That the parents would always bag the teachers up.
Speaker B:Yeah.
Speaker A:We're here right now, and I see it firsthand, and I'm guilty.
Speaker A:You know, I'm guilty at some level with not being as strict.
Speaker A:I'm.
Speaker A:I'm more strict today than I was yesterday, metaphorically speaking, like my firstborn.
Speaker A:I, you know, I, I should have.
Speaker B:Been a little harder on her.
Speaker A:I'm dealing with some stuff with that now.
Speaker A:But at the end of the day, I want to teach my kids disciplined structure.
Speaker A:When the teacher says something, if an adult says something, if a grandparent says something, if one of my friends, an adult asks you, listen, you know, kids today, I mean, it's rogue.
Speaker A:I mean, there is a severe lack of respect in discipline in the younger generation, I mean, it's severe.
Speaker B:Well, also, keep in mind, you and I are pretty much the same age.
Speaker B:Right.
Speaker B:And we were fortunate that when we went to school, we did not have access to social media.
Speaker B:No, praise God for that iPhone in our pocket.
Speaker B:And there was very little distraction because of that.
Speaker B:Yeah.
Speaker B:Now it's not just the teachers that don't.
Speaker B:Don't have the authority to discipline your kids.
Speaker B:Your kids are getting information, you know, from social media platforms that you cannot vet.
Speaker B:Right.
Speaker B:You have no idea what they're watching on Tik Tok or Instagram.
Speaker A:You're 100% correct.
Speaker B:And, and I'm not saying that they're watching bad stuff all the time, but I guarantee you that they're not watching the good stuff all the time.
Speaker A:Well, or they're getting misinformation that they deem to be fact.
Speaker A:And that's where I butt heads.
Speaker A:You know, I'll be in casual conversations with my daughters, and they're sold on.
Speaker A:They think they know, and they're so far from the truth.
Speaker A:It's just, it's scary.
Speaker A:I mean, it really.
Speaker A:There's so much misinformation out there, it's scary.
Speaker B:Another problem is that again, another problem.
Speaker B:You and I were fortunate.
Speaker B:Forget social media.
Speaker B:We didn't have Google, we didn't have chatgpt.
Speaker B:So if you were given a homework, there was only one way to do it.
Speaker B:You had to actually study and do it.
Speaker B:Right?
Speaker B:Now you get into this ridiculous situation where most likely your daughter is using ChatGPT to do her homework, but on top of it, her teacher is using ChatGPT to grade that homework.
Speaker A:Oh, boy.
Speaker B:So before, think about it this way.
Speaker B:The only reason in America you needed to get a bachelor's degree to get any type of a job, because it doesn't matter what you major in.
Speaker B:You and I can major in basket weaving or underwater welding.
Speaker B:It doesn't matter.
Speaker B:You just needed to show a bachelor's degree to be considered for an interview at an entry level job in any industry.
Speaker B:And the reason that degree was necessary, because it showed two things.
Speaker B:Three things.
Speaker B:It showed discipline.
Speaker B:You showed up for four years, you took your courses, you passed them, and because of that, you know how to read and write.
Speaker B:And maybe you have a little bit of critical thinking.
Speaker B:The rest they were going to teach you on the job.
Speaker B:Now imagine that you are hiring a college graduate and they show you that they were like a straight A student.
Speaker B:They got a bachelor's degree in, I don't know, Greek philosophy.
Speaker B:And on the surface you think, oh, my God, this is a really bright kid in front of me.
Speaker B:If I give them all the tools, they can probably be very successful in my business.
Speaker B:But in reality, you have someone in front of you and never even open the book.
Speaker B:Chad GPT did all the work.
Speaker A:Yeah.
Speaker A:That's pretty scary to actually think about it now.
Speaker A:I mean, it.
Speaker A:That it's.
Speaker A:It's really scary.
Speaker A:Let, let me, let me ask you here because I want to talk about your path to the United States.
Speaker A:So, you know, what was, you know, what was the thing that led you over to the United States?
Speaker A:You left it.
Speaker A:You know, I think you said 16 years old.
Speaker A:So what was the thing that led you here?
Speaker A:How did you get here?
Speaker A:What was that process like?
Speaker A:And what was it like when you got here?
Speaker A:I'd like to.
Speaker A:I mean, were you just kind of like blown away when you got to the United States?
Speaker A:I'd love to hear that.
Speaker B:So I was blown away because when I came to the States, I lived in Brooklyn and I went to high school in Brooklyn.
Speaker B:And when you live in the Soviet Union and when they show you on TV what the evil empire looks like, right, they always show you, like Manhattan or Chicago, you know, the skyscrapers.
Speaker B:And then you get to Brooklyn thinking that the whole country is like that, right?
Speaker B:And if you ever been to Brooklyn, right, it's two stories.
Speaker B:It's two stories.
Speaker B:It doesn't look like anything that I was expecting seeing, you know, New York, Chicago, Philadelphia on tv.
Speaker B:So to me, that was a huge cultural shock that skyscrapers don't exist everywhere.
Speaker B:And then I went to high school, and that was the biggest shock because, listen, in the beginning of our conversation, I mentioned that Soviet Union put a lot of emphasis on education.
Speaker B:Whether it's history, literature, math, chemistry, physics, doesn't matter.
Speaker B:Right.
Speaker B:And I'll be the first to admit, you know, I was not a good student.
Speaker B:I'm not the brightest star in the sky.
Speaker B:And, you know, think of me as a C student at best in the Soviet Union.
Speaker B:So I go to.
Speaker B:So I finished high school in Brooklyn.
Speaker B:I went for three semesters, right?
Speaker B:And I finished high school with a silver medal.
Speaker B:Not because I'm bright, right.
Speaker B:But because the educational standards even back then was so much lower in American high schools compared to the Soviet Union that it was.
Speaker B:It was mind blowing.
Speaker A:Yeah.
Speaker B:Yeah.
Speaker A:So it was.
Speaker A:What was it like?
Speaker A:Like, as far as the culture, like, what was your first, you know, your first day of school?
Speaker A:Like, you know, you're, you're from Russia.
Speaker A:You're.
Speaker A:You're here now.
Speaker B:What.
Speaker A:How long did it take to get kind of acclimated to this culture here?
Speaker B:I'll be Honest with you, it took two years because everything was a shock.
Speaker B:Everything was.
Speaker B:I. I'll give you two examples.
Speaker B:First, there is no uniform in America when you go to high school.
Speaker B:And in the Soviet Union, there's a uniform that you wear from day one to the last day of school.
Speaker B:And not wearing a uniform is not an option.
Speaker B:You don't get into school, you get thrown out if you show up without a uniform.
Speaker B:So all of a sudden I have this freedom to just come in Genesis.
Speaker B:Yeah.
Speaker B:Which again, I think uniform is good because it shows discipline, it shows uniformity.
Speaker B:It kind of even reduces probably some social status differences.
Speaker A:Agreed 100% with that.
Speaker A:I love that part of it.
Speaker B:And another shock for me was the availability of everything imaginable in a supermarket.
Speaker B:Right?
Speaker B:Because when Soviet Union was falling apart, there were food shortages.
Speaker B:You couldn't get anything.
Speaker B:Imagine going to a store and just empty shelves.
Speaker B:So I come to Brooklyn and my mother says, go to the supermarket and buy mayo.
Speaker B:So I go to a supermarket and I'm at that shelf where the mayo is, and I'm completely frozen.
Speaker B:Because in the Soviet Union, I would be lucky if there was mayor for sale and there would be only one kind of mayor.
Speaker B:And all of a sudden I'm standing in front of the shelf and no BS, Adam.
Speaker B:I think there were 20 different kinds of mayo, and I'm completely paralyzed.
Speaker B:How do you make a choice?
Speaker A:You know, I mean, we do.
Speaker A:We've got lots of options here.
Speaker A:You know, we.
Speaker A:We've got lots of options here.
Speaker A:So talk to me about your path, because you're a high level entrepreneur.
Speaker A:That's one thing that I left out.
Speaker A:You've built a wonderful business for yourself, and it didn't happen overnight.
Speaker A:It was years of hard work.
Speaker A:You know, you had to learn the customs here.
Speaker A:You had to kind of find yourself.
Speaker A:You had to learn your way around.
Speaker A:What was it that led you to the industry that you and I have so much in common with, the automotive industry?
Speaker A:Tell me kind of how that happened.
Speaker A:How did you get into that path of the automobile industry?
Speaker B:Listen, I think the best thing about life is the fact that it's unpredictable.
Speaker B:Right?
Speaker B:And I think if somebody sat you down when you were 15 and asked, Adam, what would you like to be when you grow up?
Speaker B:I think Ascend dealer services would be not on the list.
Speaker B:Right.
Speaker B:It would be something else.
Speaker B:Maybe police officer.
Speaker B:Right.
Speaker B:Maybe a doctor, maybe an attorney, maybe an astronaut.
Speaker B:Right.
Speaker B:Anything but a sun dealer service.
Speaker B:Okay?
Speaker B:So to.
Speaker B:To me, it was very similar.
Speaker B:Right.
Speaker B:I, you know, there's a. I read a good book about first generation immigrants and usually the three way out of, you know, low level socioeconomic level that you encounter when you're a first generation immigrant, doesn't matter where you're from.
Speaker B:And the three ways are usually either you become a doctor, a lawyer, or a computer programmer, because these three paths are available to you and they kind of get you to make a living.
Speaker B:So medicine was out for me because I suck at biology, chemistry, and I'm afraid of blood.
Speaker B:So that's that.
Speaker B:Computer programming.
Speaker B:I suck at math, physics.
Speaker B:So the only viable path was to become an attorney.
Speaker B:So I said, okay, what else can I do?
Speaker B:So I went to college and then I went to law school.
Speaker B:And the best thing I've ever done in my life is to drop out from law school.
Speaker B:And a lot of people don't have the balls or the testicular fortitude to do that because they already committed that they're going to finish that three years of law school and become attorneys.
Speaker B:And they usually take out a student loan to pay because tuition is not cheap if you want to be an attorney.
Speaker B:So I go to law school and I immediately, you know, you have to trust your gut feeling.
Speaker B:And most people cannot do that.
Speaker B:Right.
Speaker B:And even at that time, and we're talking about, I think, 99, 98, so I was, you know, 22 years old, I immediately understood that law career is not for me.
Speaker B:Even though I could have finished and I could have become an attorney and probably could have made a good living doing it, I understood that would be a life wasted because I would never enjoy it.
Speaker B:Because there's such great emphasis on education in the Soviet Union and in the family.
Speaker B:If you grow up there, that bachelor's degree alone is assumed.
Speaker A:You got to have it.
Speaker B:Anything above and beyond would be better.
Speaker B:So just to get that off my back, I actually got a master's degree after I dropped out from law school.
Speaker B:And security management, not security management that you're thinking about like on Wall street, you know, I'm talking about James Bond type of okay.
Speaker B:You know, And I figured, you know, I would make a wonderful spy, right?
Speaker B:I'm bilingual, I'm articulate, I love America, you know, like, there would be no better spy than Max Zanon.
Speaker B:The problem that nobody tells you about, and again, because there is no ChatGPT in Google, is, is that in order for you to be a spy, you got to have top secret clearance.
Speaker B:In order for you to have top secret clearance, you have to be born in America.
Speaker A:Well, out, right?
Speaker B:So I Qualify for secret clearance, which will never make you a spy.
Speaker B:Right.
Speaker B:The best I can hang out next to them, maybe serve them tea and coffee and sandwiches.
Speaker B:That's as far as secret clearance will get you.
Speaker B:So now I have this kind of useless master's degree on my hands that I cannot convert into a job.
Speaker B:Right.
Speaker B:So what do you do?
Speaker B:Right.
Speaker B:And of course, around the corner from John Jay College, where I got my master's degree is a Volkswagen dealership.
Speaker B:And I think you know this better than anybody, Right?
Speaker B:If you can fog up a mirror right, during the interview for a sales job, you're going to get hired on the spot with no prior experience, with nothing, you know, and that's exactly what happened to me.
Speaker B:I was hired on a spot.
Speaker B:I never sold anything in my life.
Speaker B:I did not know anything about cars.
Speaker B:I still don't know anything about cars.
Speaker B:But I got to give credit to Patemkin Organization, because they really invest the time and effort into training me and other salespeople.
Speaker B:So it wasn't like, hey, there's your desk.
Speaker B:Go figure it out.
Speaker B:They actually, like, walked you through the process.
Speaker B:It was repetitive, you know, and it was fascinating.
Speaker A:That's rare, too, for those.
Speaker A:For those listening and those that will eventually watch.
Speaker A:In the 90s.
Speaker A:In the.
Speaker A: s, early: Speaker A:I did.
Speaker A:But a lot of dealers, and I. I don't want to say most, but maybe most.
Speaker A:Most dealers didn't.
Speaker A:It was, here's.
Speaker A:Here's your desk.
Speaker A:Go find a customer and get them.
Speaker B:Say, yes.
Speaker A:It's like, that's.
Speaker A:That's how everybody was trained.
Speaker A:Continue, Max.
Speaker A:But I just want to make that point.
Speaker B:That is fact, baby, you know?
Speaker B:So I.
Speaker B:You know, and again, listen, maybe it sounds not what your listeners want to hear, because, listen, everybody grows up with some crazy aspirations of being an astronaut and cardio surgeon.
Speaker B:Rarely somebody grows up saying that, I want to be a garbage man or I want to sell cars for a living.
Speaker B:Just don't do that.
Speaker B:However, the moment I sold my first car, I experienced an adrenaline rush that never went away of delivering that car, seeing the tail lights leave the showroom, and then I got my first paycheck.
Speaker B:And, Adam, let me put it to you this way.
Speaker B:My dream, and we're talking about me finishing college.
Speaker B: This is having my master's in: Speaker B:My dream was to make $50,000 a year.
Speaker B:And if I got a job and I made 50,000, I think I would be the happiest person in the world.
Speaker B:So I start selling cars, and then I see my patrons, and I'm like, oh, my God, there's no end to this.
Speaker B:What, 50,000?
Speaker B:You know, you can just print money selling cars.
Speaker A:Well, the thing is, too, what's beautiful, like, Max, that.
Speaker A:That story I relate to at a high level.
Speaker A:I'm also a proud college dropout.
Speaker A:For those listening.
Speaker A:I'm not saying drop out.
Speaker A:You shouldn't drop out if you're in school and stay in school, get your degree.
Speaker A:Nothing wrong with education.
Speaker A:But I dropped out because I was in my microeconomics class, and I could remember all of my customers last names, and I remembered the commission dollar amount, and it was the 21st of the month.
Speaker A:Still had a couple, you know, at least a handful of selling days left.
Speaker A:I had over $7,000 made for the month.
Speaker A:And I'm like, 20.
Speaker A:And I'm sitting there thinking to myself, what am I doing?
Speaker A:Like, what?
Speaker A:What?
Speaker A:I don't even really know what I want to do out of college.
Speaker A:Like, and I'm already making more money than my parents.
Speaker A:And so I walked away to pursue a career.
Speaker A:And what you said, too, the best part about it, money's awesome.
Speaker A:Making money is cool, but really helping a customer with their transportation needs.
Speaker A:You get somebody that comes in that.
Speaker B:That.
Speaker A:That maybe is confused or stressed or they don't like the process, and you get to make a friend and calm them down, find the right vehicle for them, and then help them through that process.
Speaker A:And then hopefully the finance department doesn't screw it up.
Speaker A:And then they leave.
Speaker A:And you talked about seeing the tail lights leave.
Speaker A:That is a rush.
Speaker A:That's a damn good feeling is what that is.
Speaker A:Yeah, the commission's great, but just selling a 20, 30, 50, $100,000 piece of merchandise, pretty awesome.
Speaker B:Yeah, but listen, besides the money and the adrenaline rush, you get a unique sense of accomplishment because, you know, car business is extremely competitive.
Speaker B:Right.
Speaker B:I don't care where you live.
Speaker B:Right.
Speaker B:There's a car dealership probably every five miles.
Speaker B:So as a customer, you have an option of just saying no and going to another dealership.
Speaker B:So when the customer says yes to you, that's an accomplishment that means you were good enough at your job.
Speaker B:Because if you weren't, they just say, hey, Adam, sorry, we have to think about it.
Speaker B:See you later.
Speaker B:Right.
Speaker B:So it gives you this incredible sense of accomplishment, but it also builds character.
Speaker B:And I'll tell you a crazy story.
Speaker B:This is a true story.
Speaker B:How car business builds character.
Speaker B:If you end up in the right organization.
Speaker B:So they had a crazy rule in my dealership that if there was a sales call and the caller asked for the sales manager, a sales manager would never pick up the phone.
Speaker B:It was considered to be a regular sales call.
Speaker B:So a salesperson had to answer that.
Speaker B:So I answer the phone, and the other person on the line says, are you a sales manager?
Speaker B:So we were trained to say, yes, I am the sales manager.
Speaker B: This is: Speaker B:So a couple of months after 9 11.
Speaker B:So the person on the phone says, this is Police Commissioner Carrick.
Speaker B:I will be in your dealership in 10 minutes to buy a car for my child.
Speaker B:Wait for me by the door.
Speaker B:I said, okay, probably a prank call.
Speaker B:I have nothing better to do anyway.
Speaker B:So I said, okay, I'm going to stand by the door.
Speaker B:I'm going to stand by the door anyway, right?
Speaker B:Just to wait for it up.
Speaker B:So literally 10 minutes goes by and Police Commissioner Carrick pulls up to the dealership, walks in and says, are you Max?
Speaker B:I said, yes.
Speaker B:He says, are you a sales manager?
Speaker B:I said, yes.
Speaker B:And he said, I need a Volkswagen Jetta for my son.
Speaker B:And it was like a unique configuration.
Speaker B:We didn't have it in stock, so we had to start swap it.
Speaker B:And the swap took probably three weeks because there were only two cars like that in the entire country.
Speaker B:So he leaves the deposit.
Speaker B:We do a courtesy deal.
Speaker B:I remember it like yesterday, we charged him $750 over invoice.
Speaker B:So believe me, it's not a money maker, but it's really good for my ego.
Speaker B:Police commission.
Speaker B:This is a national hero of the 9 11.
Speaker B:So three weeks go by.
Speaker B:The car comes in, I call him and I said, police Commissioner, your car is here.
Speaker B:Please come in to pick it up.
Speaker B:He says, no problem.
Speaker B:I'll be there later today.
Speaker B:At the time, we did not accept personal checks and most dealers didn't.
Speaker B:So Police Commissioner Carrick walks in, looks at the car, loves it, and he writes me a personal check for the entire balance.
Speaker B:And I go to the desk and I know I'm going to be yelled at, screamed at.
Speaker B:It's going to be tough, right?
Speaker B:Because we don't take personal checks.
Speaker B:I know it.
Speaker B:They know it.
Speaker B:Right?
Speaker B:But what am I supposed to do, right?
Speaker B:Right.
Speaker B:So I walk over with that personal check, and the working partner says, max, I know that you know that we don't take personal checks.
Speaker B:I said, I know.
Speaker B:You don't have to remind me.
Speaker B:I know.
Speaker B:Okay.
Speaker B:I said, but put yourself in my shoes.
Speaker B:What are you going to do?
Speaker B:He Says, this is what I want you to do.
Speaker B:He says, go back and ask the police commissioner, the national hero, to call his bank, Put the phone on a speaker and listen to his balance, and then come back to the desk and let me know what the balance is.
Speaker B:Talk about building character, right?
Speaker B:So I'm going back.
Speaker B:I mean, Adam, I'm like.
Speaker B:My entire body is shaking.
Speaker B:And I go back and I said, police Commissioner, I apologize, but my manager told me to ask you to get on the phone.
Speaker B:And the guy just gets on the phone.
Speaker B:No commotion, no pushback.
Speaker B:He gets on the phone, puts him on a speakerphone.
Speaker B:They give me the balance.
Speaker B:I go back to the desk, and I give the balance to the working partner.
Speaker B:And he looks at me and he laughs.
Speaker B:He says, max, you did something impossible.
Speaker B:He says, I don't care what the balance is.
Speaker B:I know the guy is good.
Speaker B:He's a national hero.
Speaker B:He says, and even if his check bounces, I'm going to put him on the front page of Daily News the next day.
Speaker B:He says, but the fact that you have the testicular fortitude to go and do that, you are the man, the heavyweight contender.
Speaker B:He says, forget the commission.
Speaker B:I'm going to give you a $500 bonus.
Speaker A:Yeah, yeah, that you.
Speaker A:It's.
Speaker A:It's funny how this business can totally build character.
Speaker A:I mean, you know, back in the day, like, I mean, back.
Speaker A:We're talking years ago, the.
Speaker A:Our industry is incredibly, incredibly professional.
Speaker A:Culture's fantastic.
Speaker A:Most stores, there are some that are still a little bit behind times, but I mean, back in the day, you know, if a customer didn't have their check on them or a debit card or a credit card, you'd get their watch or a piece of jewelry or you'd ask for something.
Speaker A:It's just crazy.
Speaker A:The things that used to happen that don't happen anymore.
Speaker A:And the fact your sales manager.
Speaker A:So.
Speaker A:So those listening that aren't familiar with the automotive industry, the desk is where the sales managers sit to work up deals, to give pricing to salespeople, to give to customers.
Speaker A:But your desk was probably back.
Speaker A:Are dying laughing at you, Max.
Speaker A:Just waiting for you to come back with egg on your face.
Speaker A:Probably that you getting yelled at.
Speaker A:Oh, I love it.
Speaker A:I love it.
Speaker A:Oh, man.
Speaker A:So let.
Speaker A:Let's ask this.
Speaker A:So you.
Speaker A:You were very good in sales, worked your way up to running stores, because I want to get in to you leaving the country.
Speaker A:But before we do that, let's talk about your career.
Speaker B:You.
Speaker A:You then worked up the ranks through running stores.
Speaker A:Then you Started a business.
Speaker A:Walk us through that.
Speaker B: y retail career in October of: Speaker B:By that time I was running three dealerships.
Speaker B:You know, we had over 150 employees.
Speaker B:You know, we're selling a good amount of cars and it just stopped.
Speaker B:Right.
Speaker B: th of: Speaker B:Right.
Speaker B:So like you could be in a dealership and the customer can walk in with an 800 credit score and you couldn't get them done.
Speaker B:Right.
Speaker B:Just lending froze.
Speaker B:And I was, by that time I realized that I am completely burned out.
Speaker B:Right?
Speaker B:I'm burned out like there's no tomorrow.
Speaker B:I'll give you an example.
Speaker B: In: Speaker B:I only was off four days because we were closed four days a year.
Speaker B:Christmas, New Year's, Easter, Sunday and Thanksgiving.
Speaker B:So I was there at 7 o' clock in the morning as a general manager and I lived in Manhattan and I had a parking garage in my building.
Speaker B: o put this in perspective, in: Speaker B:Just adjust that for inflation and that parking garage would close at midnight and open at six o' clock in the morning.
Speaker B:And half the month, even though I was paying $900 a month to park my car there, have the month I parked on the street because I couldn't make it before 12.
Speaker A:Wow.
Speaker B:You know, so I, you know, I was completely burned out.
Speaker A:I could see why you got burned out.
Speaker A:Yeah.
Speaker B:But it was very satisfying because I ended up running the highest volume and the most profitable Mitsubishi dealership in America out of nowhere.
Speaker B:I was 20 minutes behind JFK airport.
Speaker B:And if you know New York, there is no public transportation there.
Speaker B:You cannot pull people from Brooklyn or Queens.
Speaker B:Right.
Speaker B:They just can't get there unless they drive there.
Speaker B:And I somehow managed to pull people from as far as New Jersey.
Speaker B:And it was phenomenal.
Speaker B:It was very competitive.
Speaker B:It was also a great exercise in building character and managing people and being able to convey an idea to your sales staff, to your sales managers, to your F and I managers that yes, we're located in the middle of nowhere.
Speaker B:Yes, we have nothing franchise.
Speaker B:Right.
Speaker B:But I believe that we're going to be number one in the country.
Speaker B:Took me 11 months.
Speaker B:In 11 months we were number one in the country, both profit and unit wise.
Speaker A:Love it, Love it.
Speaker A:And then what made you decide then?
Speaker A:To go out and start your own agency because, you know, for those that don't know, you have your own agency.
Speaker A:You work with with dealers all over the country, you help them with their F and I production.
Speaker A:You're a reinsurance went into too deep into the whole profit participation, but you basically build wealth in tax friendly environments for car dealers.
Speaker A:Right.
Speaker A:So what made you say, hey, this is what I want to go do again?
Speaker B:Listen, when I was in retail, you know, that part of business was completely unfamiliar to me.
Speaker B:I understood that finance managers sold products and made money, but I really had no idea where the money was going, you know.
Speaker B:And I also realized that I know nothing except for car business.
Speaker B:So somehow I got an offer to sell chemicals to dealerships.
Speaker B:It was like a Purell type of deal for your car, you know, to sanitize the interior.
Speaker A:Yeah.
Speaker B:And I started walking in because I, my job was to sell it to service department.
Speaker B:So I started walking into dealerships and I cannot tell you how many times I was thrown at.
Speaker B:Right.
Speaker B:And talk about building character.
Speaker B:And you know, coming from sales, getting used to hearing no.
Speaker B:Right.
Speaker B:Like you and I are not offended by no.
Speaker B:But, but you take a regular civilian, there's so much rejection they can take before they have a mental breakdown.
Speaker B:And slowly but surely, you know, from chemicals, I got into F and I products.
Speaker B:Then I learned reinsurance.
Speaker B:And.
Speaker B: And then in: Speaker B:And it's called Perfect Dealership.
Speaker B:I spent a year working on that book because I understood what it should look like.
Speaker B:But by being in dealerships every day, I definitely knew that 99% of them were not that.
Speaker B:So I figured I'm going to put on paper a blueprint and when the book was ready, It's a nerve wracking experience.
Speaker B:And I'm sure you know this, right, because when you write your first book and you publish it, you have no idea if anybody's going to buy it.
Speaker A:Yeah.
Speaker B:And what will it do to your ego and your confidence if nobody bought it?
Speaker A:Yeah.
Speaker B:Right.
Speaker B:So again, you know, you put everything on the line, you roll the dice and you publish.
Speaker B:And what is the name of that large auto group in Ohio?
Speaker B:They have Ford, Rick Rijkart.
Speaker A:Yeah.
Speaker B:So on the first day when the book was published, I got an order for 400 books that was purchased by one person.
Speaker B:That's awesome.
Speaker B:It was, it was Rick.
Speaker B:Rick.
Speaker A:That's amazing.
Speaker B:And I called him because we, we don't know each other.
Speaker B:Right.
Speaker B:We don't do business together.
Speaker B:We don't know each other.
Speaker B:We just, you know, maybe cross.
Speaker B:Cross paths on LinkedIn.
Speaker B:And he says, I ordered 400 copies because I have 400 employees and I want every single employee to read it.
Speaker A:That's awesome.
Speaker A:That's amazing.
Speaker A:It just takes that one.
Speaker A:Yeah, yeah.
Speaker A:And I know you've had some success, you've written several books since then, but, you know, here's, you know, writing a book is satisfied, it's satisfying, but it also is nerve wracking.
Speaker A:Everything you just said, there's.
Speaker A:There's so much truth to that.
Speaker A:It's like, what if nobody wants to hear what I have to say?
Speaker A:What's that going to do?
Speaker B:Right?
Speaker A:But it's funny how things work out and it's amazing how many lives you touch by putting your words out there, you know?
Speaker A:And this is a good message for those out there that are kind of afraid or apprehensive.
Speaker A:Just do it.
Speaker A:I mean, just do it.
Speaker A:You want to write the book, write the book.
Speaker A:I mean, get out, get yourself.
Speaker A:You know, what is the worst thing that happens, right?
Speaker A:You don't sell a bunch.
Speaker A:It is what it is.
Speaker A:I mean, rejection has to be on.
Speaker B:Your bucket list, Adam.
Speaker A:Yeah, I think I agree with that, too.
Speaker A:I agree with that.
Speaker A:Yeah.
Speaker A:If it's something on your bucket list, you don't want the last thing.
Speaker A:What scares me, and this terrifies me, terrifies me of being unable to work, physically unable, mentally unable.
Speaker A:I'm in my dying years, I'm on my deathbed, I look back and there's like seven bucket list items.
Speaker A:I didn't do what?
Speaker A:That's insanity to me.
Speaker A:I won't allow it.
Speaker A:I just won't allow it.
Speaker A:And let's talk about a few things real quick, Max, for the sake of time here, as we descend on this conversation, which I'm absolutely loving here, you ended up moving to Spain a handful of years ago.
Speaker A:So.
Speaker A:So, you know, you start in Moscow, you escape to get over here to the United States, and now you're over in Spain.
Speaker A:Tell us kind of, how's that going over there?
Speaker A:What was your kind of ambition for that?
Speaker A:And tell us a little bit about where you're at.
Speaker B:So I live in southern Spain, in a town called Marbella.
Speaker B:It's the best microclimate in Europe.
Speaker B:325 Sunny days a year.
Speaker B:It never goes below 55.
Speaker B:Food is amazing, people are amazing.
Speaker B:Pace of life is the complete opposite of New York.
Speaker B: bought this apartment back in: Speaker B:That was the plan.
Speaker B:And then Covid happened, and I lived in New York City in Manhattan.
Speaker B:And without getting political, the atmosphere during COVID in Manhattan was not healthy.
Speaker B:And at the time, the borders were closed.
Speaker B:Right.
Speaker B:So you couldn't travel outside of the country.
Speaker B:So even though I'm an American citizen, I have an American passport, I can't go to Spain because I just wanted to escape the insanity of New York City.
Speaker B:So turns out that you could only if you were a resident of Spain.
Speaker B:So out of necessity, I applied for a residence, went for an interview at the Spanish consulate in New York City and came here.
Speaker B:And the condition of the visa that they give you is that you're going to support yourself.
Speaker B:So you have to show funds in the bank, you have to have your own private medical insurance, and you have to have a clean criminal record.
Speaker B:And most importantly, you have to spend no less than 183 days a year in Spain.
Speaker B:Which you and I are in a similar business.
Speaker B:Right.
Speaker B:We're not competitors, but we do the same thing.
Speaker A:Yeah, yeah.
Speaker B:So you know, right, that our business is like belly to belly, right?
Speaker B:You got to visit dealers, you got to wine and you got to dine them.
Speaker B:Right.
Speaker B:It's a lot of personal contact.
Speaker B:And I figured that this is not going to be good for my business, right, Because I can go and visit them.
Speaker B:And, you know, I wonder what's going to happen.
Speaker B:So I called my deals and I said, guys, listen, you have to understand, I am losing my mind in New York and I have an opportunity to go to Spade.
Speaker B:However, even though there's a six hour time difference, I will always be available.
Speaker B:And you can call me any time of the day, you can email me, you can send me a text message, a smoke signal, and I will handle everything remotely.
Speaker B:And every one of my dealers said, okay, that sounds like a great idea.
Speaker B:Do it.
Speaker B:And here we are.
Speaker A:Yeah.
Speaker B:I think I'm the only agent.
Speaker B:I think I'm the only agent right in the United States that hasn't been inside of a dealership in, I don't know, six years.
Speaker A:Yeah, yeah.
Speaker A:And you've actually grown your business.
Speaker A:You continue to grow, which is pretty remarkable.
Speaker A:Well, Max, I mean, you've got.
Speaker A:You've got a really great story.
Speaker A:I'm going to ask you one final question here.
Speaker A:What do you want to be known for?
Speaker A:Like what, what is.
Speaker A:What is when Max Zanon's no longer here, what do you want to be known for?
Speaker B:You know, to be honest with You, Adam, I think you want to be known for being a good person.
Speaker B:It's not about being known for your professional accomplishments, right?
Speaker B:There are a lot of famous people already out there known for their professional accomplishments.
Speaker B:And I'm not setting the bar low.
Speaker B:I'm trying to set the bar high.
Speaker B:Because being a good person is really easy to say, but it's so hard to do.
Speaker B:And being a good person means that you have to positively impact others, right?
Speaker B:You have to treat others with respect, you have to give others an opportunity, you have to help others, whatever that means.
Speaker B:Maybe it's professional help, maybe it's financial help, maybe it's emotional support, right?
Speaker B:But I think that is the only thing I want to be known for.
Speaker B:Just being a good person.
Speaker A:I love it.
Speaker A:And that you are, I mean, you're, you're definitely that.
Speaker A:You're, you're never a bad time to be around.
Speaker A:You're probably my favorite per.
Speaker A:You are.
Speaker A:No, not probably.
Speaker A:You're my favorite person to go to a restaurant with.
Speaker A:If anybody here is, you know, anybody listening or, you know, you get a chance to meet Max in person, you want to go dine with this guy, I mean, it is an experience.
Speaker A:You try a little bit of everything and you're never going to leave hungry, I can say that.
Speaker A:So, Max, what's the best way for people to find you online?
Speaker A:How can people connect with you?
Speaker B:So very simple.
Speaker B:It's my name, maxxzannon.com everything is there.
Speaker B:My phone number, my cell phone number is on the home page of the website.
Speaker B:Right.
Speaker B:I don't have a secretary, I don't have staff.
Speaker B:The website is my name because it's just me.
Speaker B:I'm a one man show and I actually know how to use this device.
Speaker B:So when it rings, I actually answer as opposed to sending you to voicemail.
Speaker B:That's it.
Speaker B:That's how you get in touch with me.
Speaker B:And of course you can find me on all the social media platforms.
Speaker A:I'll give you a little credit too.
Speaker A:Before we end the call, you, you are always working.
Speaker A:You know, I, I, you are one thing we talk about that drives us crazy when you send a text message and it takes like two days to get a response or in an email.
Speaker A:You are so responsive.
Speaker A:You're on top of your stuff.
Speaker A:And I'm no, I know your dealers appreciate it.
Speaker A:Your friends have to appreciate it.
Speaker A:But that's one thing.
Speaker A:That is fact.
Speaker A:You answer that phone so well.
Speaker A:Max, I appreciate you taking some time here.
Speaker A:This is a been a wonderful conversation.
Speaker A:You've lived a very colorful life.
Speaker A:You've done so well for yourself.
Speaker A:You're extremely successful.
Speaker A:You're very humble in your pursuit of success.
Speaker A:So continue to keep doing what you're doing.
Speaker A:And for those listening and those that are eventually going to watch this, I appreciate you coming in.
Speaker A:Every week I try to bring somebody on this show that's going to provide value.
Speaker A:At the end of the day, it's becoming a better version today than we were yesterday for a more promising tomorrow.
Speaker A:So we'll see you next time on Humans that Build.
Speaker A:Humans that build.
Speaker A:Real people, real work.
Speaker A:See you next time.
