Survival First: The Rebel Entrepreneur's Guide to Risk, Riches and Immortality

Hey, I want to welcome you to another episode of Mission Matters. My name is Adam Torres, and if you'd like to apply to be a guest in the show, just head on over to missionmatters. com and click on be our guest to apply. All right, so today I have Alexander Concepcion on the line, who's an author, entrepreneur, and also founder of Taco Street Locating. Alex, welcome to the show. Thanks for having me, Adam. All right. So I I've been looking forward to this interview for a long time. First off for my long term listeners and visitors, you know, that I that I love promoting authors. I love talking about books, new books. I'm an avid reader. So when I heard about even just your title, so survival fiction. First, the rebel entrepreneurs guide to risk riches and immortality. I was like, Oh, I got to have this guy on the show. So we're going to talk about your book. Of course, we'll get a little bit into taco street locating as well. But before we do all that, we'll start this episode, the way that we start them all with what we like to call our mission matters minute. So Alex, we, at mission matters, we amplify stories for entrepreneurs, executives, and experts. That's our mission. Alex, what mission matters to you? To me, it's helping small entrepreneurs who have taken the leap to bet on themselves. To make their own businesses, to bring something beautiful to the world that they survive. So they can continue to create their sovereignty, their freedom, live life on their terms. And for me, the way to do that is to guide people through the process of understanding what does survival mean? What does risk mean? The book a lot of people, you know, talk about books, want to write a book, haven't taken that next step to actually do it. You have what was the moment? Was there a moment? Was there a lead up? Like what led you to like, it's a commitment to put together a book. What led you to this point to where you're like, yeah, I'm going to do this. This is the topic. This is the theme. I have something to say, like, how'd that begin? Oh man. So the pandemic started and I didn't have much else to do. And around that time, I stumbled onto this seminar, like online webinar series about book writing. And I figured there's nothing else to do. I have nowhere to go. So that was the first domino was having the space and time, not just to consider writing a book, but to spend a lot of time just walking around my neighborhood and letting Little thought seeds beacon to sprout and become become more complex and nuanced ideas and somewhere along the way, this feeling took over me where I had to do this. And it's, I think about it as like logical insanity. For me, logical insanity. Why write a book? Logical insanity. Go ahead. I like, I like this one. I like where this is going. There's practical reasons to write a book in terms of the reputation and the doors that it unlocks like me being here is one example. And all the long term things that happened to me. But at the end of the day, I did it because I had to do it. And every fiber of my essence told me, do that, that's the thing. And I just followed that voice, instinct, calling, whatever you want to call it, to do this thing. Hmm. And. That's why I've spent almost four years now and almost 50, 000 to self publish for something that has a statistically low likelihood of succeeding in a lot of ways, but I had to do it. Yeah, the, the title. So survival first, the rebels, entrepreneur, entrepreneurs guide to risk riches and immortality. Like what went into that title? Cause as I went through and out and just for some preface for, for the audience here I went through like I do with all my authors and guests, I went and did a deep dive on Alex and his background, checked out his website and things like that, and I'll tell you. You're branding and just kind of the approach you're taking to this. Like even the, the reviews you had on there that were almost poking that were poking fun of reviews. I was dying, laughing at some of the things you put on there. And I'm like, Oh my gosh. I mean, we've only known each other. This is our second or third conversation, but I can already say typical Alex. Like this is amazing. Like what went into that? Like the title and just the concept when I was explaining the book and the ideas to people. This was before. I had title, I was explaining how the book changed, how I thought about everything. And I just casually dropped the phrase that for me going through this process has taught me to look at everything through a survival first standpoint, and then the light bulb went off. Oh, that's the book title. And it's direct. And the point is, nothing matters in business if you don't survive. Your marketing doesn't matter if you don't survive. Your product doesn't matter if you don't survive. Your culture doesn't matter if you don't survive. Yada, yada, yada. So the book is about looking at every single layer. Of business from the world you don't control t

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