In part four of our conversation with author Matt McWilliams he coins a new term while describing the value of mastermind groups. He shares valuable insights about how much time you should spend marketing content compared to creating it. We also find out how this guru of marketing went from studying ornamental horticulture in college to writing a book about turning your passions into profits. And for all you Friends fans, there’s a bit of a philosophical discussion about the “hypothetical twelve.”