The WarPlan Podcast

Josh Latimer joins Chris and Dante on ClickFunnels Radio to break down why profit, not revenue, is the lever most business owners never pull. He walks through FRAP and the FOPO framework, and the local mastermind model he's using to scale it worldwide.

What You'll Learn In This Episode

- Doubling your marketing won't save a broken business, It just makes you broke faster. Here's the watermelon lesson that saved his company in 90 days...

- In private equity, the people doing the least work make the most money. Here's how a $3 million rollup becomes an $18 million company without adding a single customer...

- A 20% price raise can be a 300% profit raise. Here's the math most owners never run...

- Procrastination isn't a perfectionism problem. It's something much simpler, and much harder to admit...

- The smartest pricing strategy means never charging full price. Here's how "always on sale" can put $300,000 in one owner's pocket...

- Every business needs an offer almost nobody buys. Here's why it makes everything else sell...

- Information was never the real problem, which is why courses are dying. Here's what's replacing them...

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*Connect with Josh Latimer: GetFrap.com

Copyright 2026: Honor And Fire LLC

Josh sits down to interview Ryan Johnson, one of Josh's students who's since built two separate seven-figure businesses-And the real reason people succeed in business ...

What you'll learn in today's episode

- The specific piece of napkin math Josh taught on an old webinar that made one listener move his entire family within a single week...

- The parallel story Josh tells about joining a $25K mastermind himself, and what he means when he says "belief is transferable"...

- The new "units of pain" theory on why $500K is one of the worst places for a home service business to get stuck...

- How to get rid of stage fright and why it's the exact same thing as being a nurse in the ER...

- The formula Josh has repeated since his own early mentorship days: community plus clarity plus accountability equals a very specific outcome...

- Josh explains the real reason you're not growing... (p.s. You have everything you already need right now)

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Josh Is BACK And With Some Exciting News, He'll Explain It All In This episode...

Episode Summary:

-We've been building quietly for four years with $3 million invested, and this is the first time we're turning the volume back up. What's coming next for this podcast — and this company — is worth paying attention to...

-here's a reason most small business owners are loud at the wrong time and silent when it counts. Once you understand the "slip and slide" principle, you'll never approach your marketing the same way again...

-Unlock a MASSIVE vault of FREE value by visiting WarPlan.com...

-An HVAC company and a cupcake bakery found a way to send each other a steady stream of customers — without spending a dollar on ads. The way it works is surprisingly simple, and surprisingly powerful...

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In this episode, Josh challenges one of the most common beliefs in business—that income comes from effort—and replaces it with a more powerful truth...

Episode Summary:

-Could the constant hustle and “putting out fires” actually be preventing you from building wealth...

-Most people believe money comes from effort—but what if that belief is the very thing keeping you stuck...

-What if the real game-changer isn’t doing more—but thinking more, on purpose...

-What level are you operating in right now… and what would happen if you moved up just one...

-The reason why most entrepreneurs are stuck in the first and second level...

Go To https://frapchapter.com To Learn More!

Subscribe To My Youtube Channel By Going Here: https://www.youtube.com/@JoshuaLatimer

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Do you want to shift from working harder → thinking better, while saving Time, Money, And Energy... Josh Explains How In This Episode...

Episode Summary:

-What if doubling your revenue had nothing to do with getting new customers… and everything to do with how often your current ones come back? This episode quietly flips the way you think about growth on its head...

-Why do some businesses feel stuck no matter how much effort they put in… while others scale almost effortlessly? The answer might be hiding in a single concept you’ve probably been overlooking...

-You’ve heard of subscriptions… but what if they’re not really about recurring revenue at all? There’s a deeper advantage that quietly turns customers into something far more powerful...

-Why do customers sometimes disappear after buying once… and other times stick around for years without even thinking about competitors? The difference isn’t luck—it’s design...

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Josh pulls back the curtain on 4 ancient principles that the ultra-wealthy have been quietly using for centuries to build empires during recessions, pandemics, and full-blown market chaos — while everyone else is doom-scrolling into poverty...

Episode Summary:

-Your body does it. The economy does it too. And when it happens, the weak get eaten... but the prepared get rich...

-The lie you've been telling yourself about why you're stuck (hint: it's not about money)

-Why the broke guy always adds more... and why the wealthy always cut

-The invisible weapon hiding in every downturn that hands you your competitors' customers, inventory, and businesses on a silver platter

Ready to apply this to your business? Visit FRAPChapters.com

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Copyright 2026: Honor And Fire LLC

With over 200 million views on YouTube, Travis shares his journey from firefighter to deca-millionaire investor, unpacking powerful lessons about money, faith, investing, mindset, and entrepreneurship.

Episode Summary:

-This conversation goes far beyond tactics. Josh and Travis dive deep into the psychology of wealth, the dangers of emotional investing, the power of proximity, and the mindset shifts required to break free from financial limitations.

-hey also discuss the spiritual side of entrepreneurship, why success often starts internally before it shows up externally, and why many people unknowingly sabotage their own financial future.

-Why being physically around successful people can change the way you think, speak, and act — and why certain breakthroughs can’t happen over Zoom...

-Josh and Travis explore how family expectations, education systems, and societal norms often limit people’s financial potential.

✔️ Subscribe to The War Plan Podcast for more conversations on entrepreneurship, wealth creation, and building a business that aligns with faith, family, and freedom.

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In this episode, Josh dives deep into FRAP in the wild — real-world examples of how companies like Texas Roadhouse and Chick-fil-A dominate their industries through intentional choreography, customer experience, and the immutable laws of FRAP: Frequency, Referrals, Average Ticket, and Pricing...

Episode Summary:

-From dinner with his son Tucker to million-dollar transformations in small businesses, Josh shows how profit isn’t just math — it’s mindset and mechanics combined. He unpacks why FRAP isn’t a gimmick, but a universal truth that governs how every business makes money (whether they realize it or not)...

-How big Companies “choreography” creates perceived value, higher prices, and repeat customers...

-“Every dollar you’ve ever made in your life is already the result of FRAP.” Josh teaches you why in this episode...

-How Phil from Australia grew his company from $1.8M to $2.9M — and increased profit by $500K — without ads...

🌐 frapchapters.com – Learn more and apply

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Copyright 2026: Honor And Fire LLC

In this high-energy episode, Josh pulls back the curtain on the next evolution of small business success...

Episode Summary:

-Josh unveils his biggest opportunity yet the launch of FRAP Chapters!!! a movement designed to decentralize business coaching, rebuild real community, and help entrepreneurs multiply profit without falling for online guru hype.

-Josh breaks down the four immutable pillars of FRAP — Frequency, Referrals, Average Ticket, and Pricing — and explains why every business on earth already operates on FRAP (just not effectively yet). He argues that success in business isn’t just about tactics; it’s about proximity, belief, and community — and why the era of rented Lambos and fake “10X” promises is over.

-You’ll learn how FRAP helps business owners create real impact and profit, how “small, local masterminds” are the future of business growth, and how you can be part of this decentralized revolution.

-Unlock a MASSIVE vault of FREE value by visiting WarPlan.com

👉 https://bit.ly/4qIHn2W

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Copyright 2026: Honor And Fire LLC

If you want to dive DEEP into business philosophy... Or Learn how to make you're customers more valuable ... Josh and Daniel explains how in this episode...

Episode Summary:

-Today we have a casual chat with the CEO of "SendJim" and long time friend Daniel Dixon...

-Josh and Daniel teach advanced tactics on Marketing, Cost per lead, Economy, Ai and Technology...

-Unlock a MASSIVE vault of FREE value by visiting WarPlan.com

-"If your not growing your dying" In this economy a new way of thinking has to be adopted...

-Daniel Explains how to use tech to create more profit per customer...

What if you could grow your business and help other owners win at the same time? I explain everything in this short video.

👉 https://bit.ly/4qIHn2W

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Copyright 2026: Honor And Fire LLC