The Quitting Expert: Quit NOW Before AI Makes The Choice For You, This Is a Superpower! | Seth Godin

How do I know when to quit something? How do I know when to quit something? >> It's okay. You can quit things. >> It's okay. You can quit things. >> It's okay. You can quit things. >> Hang on a minute. When I went to the gym >> Hang on a minute. When I went to the gym >> Hang on a minute. When I went to the gym this morning, there was the Michael this morning, there was the Michael this morning, there was the Michael Jordan quote. Jordan quote. Jordan quote. >> If you [music] quit once, it becomes a >> If you [music] quit once, it becomes a >> If you [music] quit once, it becomes a habit. Never quit. He's wrong. And it's habit. Never quit. He's wrong. And it's habit. Never quit. He's wrong. And it's very clear that he's wrong. And I've very clear that he's wrong. And I've very clear that he's wrong. And I've failed more times than most people are failed more times than most people are failed more times than most people are listening to this. And the simple secret listening to this. And the simple secret listening to this. And the simple secret for the power of quitting is the dip. for the power of quitting is the dip. for the power of quitting is the dip. And the dip describes something in the And the dip describes something in the And the dip describes something in the world that no one talks about. And so, world that no one talks about. And so, world that no one talks about. And so, one of the things I try to do is help one of the things I try to do is help one of the things I try to do is help people understand it. Because my whole people understand it. Because my whole people understand it. Because my whole career is about how can I help people do career is about how can I help people do career is about how can I help people do better, find [music] why they're stuck, better, find [music] why they're stuck, better, find [music] why they're stuck, realize what's holding them back, go realize what's holding them back, go realize what's holding them back, go solve the problem. Because problems are solve the problem. Because problems are solve the problem. Because problems are opportunity. And I believe all problems opportunity. And I believe all problems opportunity. And I believe all problems can be solved. But what we're wrestling can be solved. But what we're wrestling can be solved. But what we're wrestling now with is people are afraid. People now with is people are afraid. People now with is people are afraid. People are lonely. People are disconnected. are lonely. People are disconnected. are lonely. People are disconnected. They're victims of all sorts of media They're victims of all sorts of media They're victims of all sorts of media and commercial systems. And we've been and commercial systems. And we've been and commercial systems. And we've been indoctrinated to not notice it. indoctrinated to not notice it. indoctrinated to not notice it. >> So I really want to just focus in on >> So I really want to just focus in on >> So I really want to just focus in on people who feel stuck right now. people who feel stuck right now. people who feel stuck right now. >> So there's this [music] philosophy which >> So there's this [music] philosophy which >> So there's this [music] philosophy which is the key to figuring out our is the key to figuring out our is the key to figuring out our stuckness. The donkey is trapped halfway stuckness. The donkey is trapped halfway stuckness. The donkey is trapped halfway [music] between the water and the [music] between the water and the [music] between the water and the carrot. The donkey is thirsty and carrot. The donkey is thirsty and carrot. The donkey is thirsty and hungry, but he's unwilling to move away hungry, but he's unwilling to move away hungry, but he's unwilling to move away [music] from either of the things he [music] from either of the things he [music] from either of the things he wants. So, he starves to death and he wants. So, he starves to death and he wants. So, he starves to death and he dies of thirst. And all of us do this dies of thirst. And all of us do this dies of thirst. And all of us do this and we do it with one simple word, but I and we do it with one simple word, but I and we do it with one simple word, but I want to run the marathon, but I don't want to run the marathon, but I don't want to run the marathon, but I don't want to get tired. I want to have a job want to get tired. I want to have a job want to get tired. I want to have a job that fulfills me, but [music] I also that fulfills me, but [music] I also that fulfills me, but [music] I also like this car and this house. And so, I like this car and this house. And so, I like this car and this house. And so, I can give you tools that can help you can give you tools that can help you can give you tools that can help you overcome resistance. And also I can give overcome resistance. And also I can give overcome resistance. And also I can give you the mechanics to become the person you the mechanics to become the person you the mechanics to become the person your future self thanks you for.

your future self thanks you for. your future self thanks you for. >> And then the skill of overcoming shame >> And then the skill of overcoming shame >> And then the skill of overcoming shame or embarrassment [music] might be one of or embarrassment [music] might be one of or embarrassment [music] might be one of the most important skills in the modern the most important skills in the modern the most important skills in the modern world today. How do I get better at world today. How do I get better at world today. How do I get better at dealing with that? dealing with that? dealing with that? >> So let me try to make it really simple. >> So let me try to make it really simple. >> So let me try to make it really simple. >> The floor is yours. >> The floor is yours. >> The floor is yours. >> So >> So >> So this is super interesting to me. My team this is super interesting to me. My team this is super interesting to me. My team given me this report to show me how many given me this report to show me how many given me this report to show me how many of you that watch this show subscribe. of you that watch this show subscribe. of you that watch this show subscribe. And some of you have told us according And some of you have told us according And some of you have told us according to this that you are unsubscribed from to this that you are unsubscribed from to this that you are unsubscribed from the channel randomly. So, favor to ask the channel randomly. So, favor to ask the channel randomly. So, favor to ask all of you, please could you check right all of you, please could you check right all of you, please could you check right now if you've hit the subscribe button, now if you've hit the subscribe button, now if you've hit the subscribe button, if you are a regular viewer of the show if you are a regular viewer of the show if you are a regular viewer of the show and you like what we do here. We're and you like what we do here. We're and you like what we do here. We're approaching quite a significant landmark approaching quite a significant landmark approaching quite a significant landmark on this show in terms of a subscriber on this show in terms of a subscriber on this show in terms of a subscriber number. So, if there was one simple free number. So, if there was one simple free number. So, if there was one simple free thing that you could do to help us, my thing that you could do to help us, my thing that you could do to help us, my team, everyone here to keep this show team, everyone here to keep this show team, everyone here to keep this show free, to keep it improving year over free, to keep it improving year over free, to keep it improving year over year and week over week, it is just to year and week over week, it is just to year and week over week, it is just to hit that subscribe button and to double hit that subscribe button and to double hit that subscribe button and to double check if you've hit it. Only thing I'll check if you've hit it. Only thing I'll check if you've hit it. Only thing I'll ever ask of you, do we have a deal? If ever ask of you, do we have a deal? If ever ask of you, do we have a deal? If you do it, I'll tell you what I'll do. you do it, I'll tell you what I'll do. you do it, I'll tell you what I'll do. I'll make sure every single week, every I'll make sure every single week, every I'll make sure every single week, every single month, we fight harder and harder single month, we fight harder and harder single month, we fight harder and harder and harder and harder to bring you the and harder and harder to bring you the and harder and harder to bring you the guests and conversations that you want guests and conversations that you want guests and conversations that you want to hear. I've stayed true to that to hear. I've stayed true to that to hear. I've stayed true to that promise since the very beginning of the promise since the very beginning of the promise since the very beginning of the D ofio and I will not let you down. D ofio and I will not let you down. D ofio and I will not let you down. Please help us. Really appreciate it.

Please help us. Really appreciate it. Please help us. Really appreciate it. Let's get on with the show. Let's get on with the show. Let's get on with the show. [music] Seth Golden, for my audience who have Seth Golden, for my audience who have just clicked on this conversation, my just clicked on this conversation, my just clicked on this conversation, my question to you is by the time this question to you is by the time this question to you is by the time this conversation is done, what do you hope conversation is done, what do you hope conversation is done, what do you hope that they're going to come away with? that they're going to come away with? that they're going to come away with? What questions in their life are they What questions in their life are they What questions in their life are they going to have answers to? going to have answers to? going to have answers to? >> Some of your best guests are world >> Some of your best guests are world >> Some of your best guests are world experts and they show up and they say, experts and they show up and they say, experts and they show up and they say, "I did the research. I did the math. Do "I did the research. I did the math. Do "I did the research. I did the math. Do this because I told you to." And I've this because I told you to." And I've this because I told you to." And I've never done that. I show up and I try to never done that. I show up and I try to never done that. I show up and I try to paint a picture for people of what the paint a picture for people of what the paint a picture for people of what the words mean and what the systems are like words mean and what the systems are like words mean and what the systems are like and then encourage you to do things and then encourage you to do things and then encourage you to do things because you told. because you told. because you told. And so what I think we're wrestling now And so what I think we're wrestling now And so what I think we're wrestling now with is people are afraid. People are with is people are afraid. People are with is people are afraid. People are lonely. People are disconnected. They're lonely. People are disconnected. They're lonely. People are disconnected. They're victims of all sorts of media and victims of all sorts of media and victims of all sorts of media and commercial systems. And we've been commercial systems. And we've been commercial systems. And we've been indoctrinated to not notice it. And indoctrinated to not notice it. And indoctrinated to not notice it. And there are problems all around us. And if there are problems all around us. And if there are problems all around us. And if we can solve problems, we can make we can solve problems, we can make we can solve problems, we can make things better. So what I want to help things better. So what I want to help things better. So what I want to help people do is find the words to talk people do is find the words to talk people do is find the words to talk about their problem, realize what's about their problem, realize what's about their problem, realize what's holding them back, go solve the problem.

holding them back, go solve the problem. holding them back, go solve the problem. Because when we solve problems, we make Because when we solve problems, we make Because when we solve problems, we make things better for ourselves and for things better for ourselves and for things better for ourselves and for other people. So problems aren't other people. So problems aren't other people. So problems aren't something to be avoided. Problems are something to be avoided. Problems are something to be avoided. Problems are are opportunity. are opportunity. are opportunity. And I believe all problems can be And I believe all problems can be And I believe all problems can be solved. Some things aren't problems. solved. Some things aren't problems. solved. Some things aren't problems. They're situations and you have to live They're situations and you have to live They're situations and you have to live with them. But if it's a problem, it with them. But if it's a problem, it with them. But if it's a problem, it means there's a solution. And I would means there's a solution. And I would means there's a solution. And I would like to help people find the vision and like to help people find the vision and like to help people find the vision and the words to see where they're stuck, the words to see where they're stuck, the words to see where they're stuck, why they're stuck, and whether it's a why they're stuck, and whether it's a why they're stuck, and whether it's a problem or a situation. If it's a problem or a situation. If it's a problem or a situation. If it's a problem and someone's going to benefit problem and someone's going to benefit problem and someone's going to benefit from you solving it, I hope I can give from you solving it, I hope I can give from you solving it, I hope I can give you the mechanics, the tools, the you the mechanics, the tools, the you the mechanics, the tools, the vocabulary to go move forward toward vocabulary to go move forward toward vocabulary to go move forward toward better. better. better. >> And what kind of problems specifically >> And what kind of problems specifically >> And what kind of problems specifically do you try and solve for people in your do you try and solve for people in your do you try and solve for people in your work, but also in this more recent book work, but also in this more recent book work, but also in this more recent book that you've just written called the not? that you've just written called the not? that you've just written called the not? >> So, I don't solve problems for people, >> So, I don't solve problems for people, >> So, I don't solve problems for people, they solve problems for themselves. And they solve problems for themselves. And they solve problems for themselves. And when someone points out to you when someone points out to you when someone points out to you where the problem is, you can now make a where the problem is, you can now make a where the problem is, you can now make a new decision. Right? So if someone's new decision. Right? So if someone's new decision. Right? So if someone's applying for college, it's super easy if applying for college, it's super easy if applying for college, it's super easy if you're 17 years old to get all hung up you're 17 years old to get all hung up you're 17 years old to get all hung up on I'm about to be judged. How are they on I'm about to be judged. How are they on I'm about to be judged. How are they going to know the real me? What if I get going to know the real me? What if I get going to know the real me? What if I get rejected? Am I a loser? Have I wasted my rejected? Am I a loser? Have I wasted my rejected? Am I a loser? Have I wasted my whole life? But once you see the college whole life? But once you see the college whole life? But once you see the college industrial complex, once you understand industrial complex, once you understand industrial complex, once you understand the agenda of the admissions office, the agenda of the admissions office, the agenda of the admissions office, once you realize what people are looking once you realize what people are looking once you realize what people are looking at and why, you say, "Oh, this is a at and why, you say, "Oh, this is a at and why, you say, "Oh, this is a game. This is a game like Settlers of game. This is a game like Settlers of game. This is a game like Settlers of Katan or Monopoly. And if I win this Katan or Monopoly. And if I win this Katan or Monopoly. And if I win this game, it's not because I'm a good game, it's not because I'm a good game, it's not because I'm a good person. It's because I played the game person. It's because I played the game person. It's because I played the game better. If I lose the game, same thing.

better. If I lose the game, same thing. better. If I lose the game, same thing. Once you see that, all the drama and Once you see that, all the drama and Once you see that, all the drama and entanglement of applying for college entanglement of applying for college entanglement of applying for college moves to the side. You say, "What's in moves to the side. You say, "What's in moves to the side. You say, "What's in it for the admissions officer to see the it for the admissions officer to see the it for the admissions officer to see the person I want to present to them? person I want to present to them? person I want to present to them? Because if I can solve their problem, Because if I can solve their problem, Because if I can solve their problem, I'm going to go to the school I want to I'm going to go to the school I want to I'm going to go to the school I want to go to." Well, that's true in so many go to." Well, that's true in so many go to." Well, that's true in so many parts of our lives. is there. We engage parts of our lives. is there. We engage parts of our lives. is there. We engage with a system or a person or a boss or a with a system or a person or a boss or a with a system or a person or a boss or a co-orker or spouse and we think we're co-orker or spouse and we think we're co-orker or spouse and we think we're right. We've got all this noise in our right. We've got all this noise in our right. We've got all this noise in our head. We think everyone can hear the head. We think everyone can hear the head. We think everyone can hear the noise in our head. They can't. We think noise in our head. They can't. We think noise in our head. They can't. We think everyone wants what we want. They don't. everyone wants what we want. They don't. everyone wants what we want. They don't. And so we show up saying, "It's my turn. And so we show up saying, "It's my turn. And so we show up saying, "It's my turn. I need to get this." And now we have a I need to get this." And now we have a I need to get this." And now we have a problem. And the reason we have a problem. And the reason we have a problem. And the reason we have a problem is because that other person problem is because that other person problem is because that other person thinks they're as right as we think thinks they're as right as we think thinks they're as right as we think we're right. And they have a different we're right. And they have a different we're right. And they have a different problem. So we're colliding. But if we problem. So we're colliding. But if we problem. So we're colliding. But if we can see that all of this is a dynamic can see that all of this is a dynamic can see that all of this is a dynamic within family systems, corporate within family systems, corporate within family systems, corporate systems, commercial systems, systems, commercial systems, systems, commercial systems, we can understand what are the forces at we can understand what are the forces at we can understand what are the forces at work. Now that we see them, we can use work. Now that we see them, we can use work. Now that we see them, we can use them to get to where we want to go.

them to get to where we want to go. them to get to where we want to go. >> You know, it's funny because I I go out >> You know, it's funny because I I go out >> You know, it's funny because I I go out into the world and I I sit in taxis and into the world and I I sit in taxis and into the world and I I sit in taxis and I I walk down the street and people come I I walk down the street and people come I I walk down the street and people come up to me and I get sort of an idea of up to me and I get sort of an idea of up to me and I get sort of an idea of the personas of people watching. And the personas of people watching. And the personas of people watching. And because I get in a lot of taxis, I have because I get in a lot of taxis, I have because I get in a lot of taxis, I have a lot of conversations with taxi a lot of conversations with taxi a lot of conversations with taxi drivers. So, they're one persona in my drivers. So, they're one persona in my drivers. So, they're one persona in my head. And then, you know, the other is head. And then, you know, the other is head. And then, you know, the other is maybe like a a mother with with with a maybe like a a mother with with with a maybe like a a mother with with with a kid or two who's trying to make a change kid or two who's trying to make a change kid or two who's trying to make a change in in their sort of later career. For in in their sort of later career. For in in their sort of later career. For those people, the average person those people, the average person those people, the average person listening right now, listening right now, listening right now, >> where is it that they want to go to? And >> where is it that they want to go to? And >> where is it that they want to go to? And I don't mean specifically, I don't mean I don't mean specifically, I don't mean I don't mean specifically, I don't mean job. Where is it that they want to go to job. Where is it that they want to go to job. Where is it that they want to go to and where are they? and where are they? and where are they? >> Right? I think most people we meet would >> Right? I think most people we meet would >> Right? I think most people we meet would like to be seen, missed if they are like to be seen, missed if they are like to be seen, missed if they are gone, understood, and of use. Right? gone, understood, and of use. Right? gone, understood, and of use. Right? That's something that's crosses borders That's something that's crosses borders That's something that's crosses borders and cultures. And yet we end up being a and cultures. And yet we end up being a and cultures. And yet we end up being a cog in a system. The Uber driver racing cog in a system. The Uber driver racing cog in a system. The Uber driver racing around doing things they wouldn't around doing things they wouldn't around doing things they wouldn't ordinarily do because the system is ordinarily do because the system is ordinarily do because the system is pushing them to cut every corner. or the pushing them to cut every corner. or the pushing them to cut every corner. or the mom who's struggling because the mom who's struggling because the mom who's struggling because the financial system that she's stuck in is financial system that she's stuck in is financial system that she's stuck in is pushing her away from the kind of work pushing her away from the kind of work pushing her away from the kind of work or parenting she wants to do. And many or parenting she wants to do. And many or parenting she wants to do. And many of those things are injustices and some of those things are injustices and some of those things are injustices and some of those things cannot be fixed by an of those things cannot be fixed by an of those things cannot be fixed by an individual. We can accept those as individual. We can accept those as individual. We can accept those as situations. You're not going to change situations. You're not going to change situations. You're not going to change Uber. Uber is going to be the way Uber Uber. Uber is going to be the way Uber Uber. Uber is going to be the way Uber is going to be. And if you choose to be is going to be. And if you choose to be is going to be. And if you choose to be an Uber driver, the rules of Uber come an Uber driver, the rules of Uber come an Uber driver, the rules of Uber come with it. But other things are things with it. But other things are things with it. But other things are things where we get to make a choice. And I'm where we get to make a choice. And I'm where we get to make a choice. And I'm not saying I want to be really clear.

not saying I want to be really clear. not saying I want to be really clear. I'm not saying anyone deserves an I'm not saying anyone deserves an I'm not saying anyone deserves an injustice. Anyone deserves where they're injustice. Anyone deserves where they're injustice. Anyone deserves where they're are right now. But given who you are, are right now. But given who you are, are right now. But given who you are, given where you are, what are the given where you are, what are the given where you are, what are the choices you do have? And how do we get choices you do have? And how do we get choices you do have? And how do we get out of the not the stuckness of wanting out of the not the stuckness of wanting out of the not the stuckness of wanting two things that we can't have at the two things that we can't have at the two things that we can't have at the same time? Because it's when we want two same time? Because it's when we want two same time? Because it's when we want two things at the same time that cannot things at the same time that cannot things at the same time that cannot coexist that we feel stuck. And that coexist that we feel stuck. And that coexist that we feel stuck. And that feeling of stuckness robs us from the feeling of stuckness robs us from the feeling of stuckness robs us from the chance to be of use. It robs us from the chance to be of use. It robs us from the chance to be of use. It robs us from the chance to get to that place that deep chance to get to that place that deep chance to get to that place that deep down we want to go. So I use the word down we want to go. So I use the word down we want to go. So I use the word purpose and what I mean by that is not purpose and what I mean by that is not purpose and what I mean by that is not you're born with a purpose because I you're born with a purpose because I you're born with a purpose because I don't think you were. But you can choose don't think you were. But you can choose don't think you were. But you can choose with intent the purpose of whatever with intent the purpose of whatever with intent the purpose of whatever you're going to do tomorrow. That you're going to do tomorrow. That you're going to do tomorrow. That purpose might be I need to get paid. purpose might be I need to get paid. purpose might be I need to get paid. That purpose might be I need to get this That purpose might be I need to get this That purpose might be I need to get this date. That purpose might be I need to date. That purpose might be I need to date. That purpose might be I need to put something on the internet that put something on the internet that put something on the internet that changes the lives of a thousand people. changes the lives of a thousand people. changes the lives of a thousand people. When you say your purpose out loud, the When you say your purpose out loud, the When you say your purpose out loud, the purpose of this work is so and so. Then purpose of this work is so and so. Then purpose of this work is so and so. Then I say back to you the very first I say back to you the very first I say back to you the very first question which is the key. Who who is question which is the key. Who who is question which is the key. Who who is this for? Is it for everyone or is it this for? Is it for everyone or is it this for? Is it for everyone or is it for 12 people or a thousand people? What for 12 people or a thousand people? What for 12 people or a thousand people? What change are you here to make and for who?

change are you here to make and for who? change are you here to make and for who? And if we can't figure out who the who And if we can't figure out who the who And if we can't figure out who the who is, then we feel like there's just this is, then we feel like there's just this is, then we feel like there's just this amorphous horrible heavy blanket on us amorphous horrible heavy blanket on us amorphous horrible heavy blanket on us trapping us. But if you can find the trapping us. But if you can find the trapping us. But if you can find the five people you can solve a problem for five people you can solve a problem for five people you can solve a problem for or the 25 people who would miss you, it or the 25 people who would miss you, it or the 25 people who would miss you, it starts to work. So, let me give you a starts to work. So, let me give you a starts to work. So, let me give you a quick story to help you understand the quick story to help you understand the quick story to help you understand the analogy. You're a stand-up comic. You've analogy. You're a stand-up comic. You've analogy. You're a stand-up comic. You've been working really hard. Um, and your been working really hard. Um, and your been working really hard. Um, and your agent calls, I got a great gig. So, you agent calls, I got a great gig. So, you agent calls, I got a great gig. So, you go and there's 100 people there and you go and there's 100 people there and you go and there's 100 people there and you bomb. Not one laugh for 10 minutes. And bomb. Not one laugh for 10 minutes. And bomb. Not one laugh for 10 minutes. And you leave the stage. Then you find out you leave the stage. Then you find out you leave the stage. Then you find out it's a tour group from Italy and no one it's a tour group from Italy and no one it's a tour group from Italy and no one in the room speaks English. in the room speaks English. in the room speaks English. So, who bombed? Right? It's your agent So, who bombed? Right? It's your agent So, who bombed? Right? It's your agent who put you in the wrong room. There was who put you in the wrong room. There was who put you in the wrong room. There was nothing wrong with your jokes. It was a nothing wrong with your jokes. It was a nothing wrong with your jokes. It was a mismatch because the audience didn't mismatch because the audience didn't mismatch because the audience didn't speak English. So, you're allowed to speak English. So, you're allowed to speak English. So, you're allowed to say, "It's not for you." When we show up say, "It's not for you." When we show up say, "It's not for you." When we show up to try to engage with someone it's not to try to engage with someone it's not to try to engage with someone it's not for, if we read the comments, if we read for, if we read the comments, if we read for, if we read the comments, if we read the reviews, and someone gives a great the reviews, and someone gives a great the reviews, and someone gives a great book a one-star review, book a one-star review, book a one-star review, all that one star review says is, "This all that one star review says is, "This all that one star review says is, "This book wasn't for me." That's all they book wasn't for me." That's all they book wasn't for me." That's all they needed to write. Nothing else in the needed to write. Nothing else in the needed to write. Nothing else in the review is helpful because someone else review is helpful because someone else review is helpful because someone else thought it was five-star book. So the thought it was five-star book. So the thought it was five-star book. So the author has learned nothing. So we pick author has learned nothing. So we pick author has learned nothing. So we pick who it's for. What is our intent? This who it's for. What is our intent? This who it's for. What is our intent? This person I'm going to help. I'm going to person I'm going to help. I'm going to person I'm going to help. I'm going to trade with. I'm going to engage. I'm trade with. I'm going to engage. I'm trade with. I'm going to engage. I'm going to sell to or whatever. Who going to sell to or whatever. Who going to sell to or whatever. Who exactly? What do they believe? What do exactly? What do they believe? What do exactly? What do they believe? What do they want? What are they afraid of? If I they want? What are they afraid of? If I they want? What are they afraid of? If I can solve their problem, can solve their problem, can solve their problem, they're going to want to engage. And I they're going to want to engage. And I they're going to want to engage. And I can be of use. And then I can do it

can be of use. And then I can do it can be of use. And then I can do it again. and then I can do it again. again. and then I can do it again. again. and then I can do it again. >> Is this a point about getting unstuck in >> Is this a point about getting unstuck in >> Is this a point about getting unstuck in your current situation? Is it come right your current situation? Is it come right your current situation? Is it come right back to who you want to serve, their back to who you want to serve, their back to who you want to serve, their persona, what their needs are, and then persona, what their needs are, and then persona, what their needs are, and then focusing on that? Cuz I'm thinking again focusing on that? Cuz I'm thinking again focusing on that? Cuz I'm thinking again about this Uber driver who feels about this Uber driver who feels about this Uber driver who feels somewhat powerless in their life. They somewhat powerless in their life. They somewhat powerless in their life. They they they think I've got to sell my time they they think I've got to sell my time they they think I've got to sell my time to make this much money, but I'm not to make this much money, but I'm not to make this much money, but I'm not satisfied and I'm not fulfilled. So, how satisfied and I'm not fulfilled. So, how satisfied and I'm not fulfilled. So, how does what you've just said sort of does what you've just said sort of does what you've just said sort of dovetail into that person's life? dovetail into that person's life? dovetail into that person's life? So people sometimes call me a marketer So people sometimes call me a marketer So people sometimes call me a marketer and I had the luxury of starting my and I had the luxury of starting my and I had the luxury of starting my career right when television was dying. career right when television was dying. career right when television was dying. So before that marketing meant big So before that marketing meant big So before that marketing meant big companies buying ads, interrupting companies buying ads, interrupting companies buying ads, interrupting people, hustling them etc. And then it people, hustling them etc. And then it people, hustling them etc. And then it shifted. So I got to define marketing as shifted. So I got to define marketing as shifted. So I got to define marketing as anything I wanted. And I have defined anything I wanted. And I have defined anything I wanted. And I have defined marketing as telling a true story to the marketing as telling a true story to the marketing as telling a true story to the right people in a way that helps them right people in a way that helps them right people in a way that helps them get where they want that they will tell get where they want that they will tell get where they want that they will tell their friends about. If you do those their friends about. If you do those their friends about. If you do those steps, you're not doing any of the icky steps, you're not doing any of the icky steps, you're not doing any of the icky part. You're being of service. And you part. You're being of service. And you part. You're being of service. And you don't have to have a budget to do this.

don't have to have a budget to do this. don't have to have a budget to do this. We are all marketing. When you walk in We are all marketing. When you walk in We are all marketing. When you walk in in tatty jeans to a job interview at an in tatty jeans to a job interview at an in tatty jeans to a job interview at an investment bank, you've just marketed investment bank, you've just marketed investment bank, you've just marketed yourself by your clothing, right? yourself by your clothing, right? yourself by your clothing, right? There's a signal that you chose to send There's a signal that you chose to send There's a signal that you chose to send and that they will receive or not and that they will receive or not and that they will receive or not receive. So when we think about the receive. So when we think about the receive. So when we think about the agency, the freedom that each of us agency, the freedom that each of us agency, the freedom that each of us have, we have the freedom to decide who have, we have the freedom to decide who have, we have the freedom to decide who we're going to show up for and what's we're going to show up for and what's we're going to show up for and what's the story that's built in. So back to the story that's built in. So back to the story that's built in. So back to this Uber driver, if you want to make a this Uber driver, if you want to make a this Uber driver, if you want to make a living driving a car and meeting living driving a car and meeting living driving a car and meeting interesting people, one thing you could interesting people, one thing you could interesting people, one thing you could do is give up all of your freedom to do is give up all of your freedom to do is give up all of your freedom to Uber and let them find you, the Uber and let them find you, the Uber and let them find you, the passengers. But the other thing you passengers. But the other thing you passengers. But the other thing you could do is realize that there are 75 could do is realize that there are 75 could do is realize that there are 75 people who live in this suburb of your people who live in this suburb of your people who live in this suburb of your town who need to get somewhere reliably town who need to get somewhere reliably town who need to get somewhere reliably and safely and would be delighted to and safely and would be delighted to and safely and would be delighted to have you be their driver. And when you have you be their driver. And when you have you be their driver. And when you hand out the right cards to the right hand out the right cards to the right hand out the right cards to the right people, making it clear what you do and people, making it clear what you do and people, making it clear what you do and don't do and who you do it for and don't don't do and who you do it for and don't don't do and who you do it for and don't do it for, getting to 15 regular do it for, getting to 15 regular do it for, getting to 15 regular customers is not out of reach customers is not out of reach customers is not out of reach >> as a private chauffeur.

>> as a private chauffeur. >> as a private chauffeur. >> Yeah. that path is a better use of his >> Yeah. that path is a better use of his >> Yeah. that path is a better use of his tomorrow tomorrow tomorrow >> than [clears throat] simply being ground >> than [clears throat] simply being ground >> than [clears throat] simply being ground out by some social media company or or out by some social media company or or out by some social media company or or ride sharing service. ride sharing service. ride sharing service. >> Bringing it back to this this rope thing >> Bringing it back to this this rope thing >> Bringing it back to this this rope thing over here because I really want to just over here because I really want to just over here because I really want to just focus in on people who feel stuck right focus in on people who feel stuck right focus in on people who feel stuck right now. The essence of where I'm trying to now. The essence of where I'm trying to now. The essence of where I'm trying to go to this conversation is I want to go to this conversation is I want to go to this conversation is I want to speak to people that currently feel speak to people that currently feel speak to people that currently feel stuck but they know that they're capable stuck but they know that they're capable stuck but they know that they're capable of more. They know that they could have of more. They know that they could have of more. They know that they could have another life, but they practically don't another life, but they practically don't another life, but they practically don't understand, I guess, both the understand, I guess, both the understand, I guess, both the psychology, the systems, the mechanisms, psychology, the systems, the mechanisms, psychology, the systems, the mechanisms, and I guess what they can control in and I guess what they can control in and I guess what they can control in order to move from where they are to order to move from where they are to order to move from where they are to where they want to be. where they want to be. where they want to be. >> Right. >> Right. >> Right. >> There's a rope here. Yeah. >> There's a rope here. Yeah. >> There's a rope here. Yeah. >> And it serves as a somewhat interesting >> And it serves as a somewhat interesting >> And it serves as a somewhat interesting analogy for I guess being stuck and analogy for I guess being stuck and analogy for I guess being stuck and pulling on the wrong thing. pulling on the wrong thing. pulling on the wrong thing. >> Yeah. You sound like a magician. Yeah. >> Yeah. You sound like a magician. Yeah. >> Yeah. You sound like a magician. Yeah. Okay. Okay. Okay. >> I mean, do you know the analogy? Because >> I mean, do you know the analogy? Because >> I mean, do you know the analogy? Because I don't. I don't. I don't. >> Yes, I do. So, 2,500 years ago, this guy >> Yes, I do. So, 2,500 years ago, this guy >> Yes, I do. So, 2,500 years ago, this guy named Alexander. who didn't have a last named Alexander. who didn't have a last named Alexander. who didn't have a last name yet, showed up outside of a small name yet, showed up outside of a small name yet, showed up outside of a small village in Turkey and there was a legend village in Turkey and there was a legend village in Turkey and there was a legend from King Midas. There was a wagon there from King Midas. There was a wagon there from King Midas. There was a wagon there and it was tied with a complicated knot.

and it was tied with a complicated knot. and it was tied with a complicated knot. And the legend was whoever could untie And the legend was whoever could untie And the legend was whoever could untie this knot would become the ruler of huge this knot would become the ruler of huge this knot would become the ruler of huge parts of Europe. And Alexander was 21 parts of Europe. And Alexander was 21 parts of Europe. And Alexander was 21 years old and he did not use a knife. He years old and he did not use a knife. He years old and he did not use a knife. He did not cut anything. But he looked at did not cut anything. But he looked at did not cut anything. But he looked at this knot that was tied to the wagon and this knot that was tied to the wagon and this knot that was tied to the wagon and he did one thing that no one before him he did one thing that no one before him he did one thing that no one before him had ever done. He realized that there had ever done. He realized that there had ever done. He realized that there was a pole in the center of it that it was a pole in the center of it that it was a pole in the center of it that it was tied around and he removed was tied around and he removed was tied around and he removed the pole and then he could see by the pole and then he could see by the pole and then he could see by looking very carefully how the whole looking very carefully how the whole looking very carefully how the whole knot was held together knot was held together knot was held together and he could untie it with no trouble and he could untie it with no trouble and he could untie it with no trouble whatsoever. whatsoever. whatsoever. And then he became Alexander the Great And then he became Alexander the Great And then he became Alexander the Great because the secret the simple secret was because the secret the simple secret was because the secret the simple secret was we are stuck because we can't see what's we are stuck because we can't see what's we are stuck because we can't see what's holding us there. If what's holding us holding us there. If what's holding us holding us there. If what's holding us there we cannot change like gravity is there we cannot change like gravity is there we cannot change like gravity is holding us to earth. Gravity is not a holding us to earth. Gravity is not a holding us to earth. Gravity is not a problem. Gravity is a situation. Going problem. Gravity is a situation. Going problem. Gravity is a situation. Going to the moon doesn't deny gravity. It to the moon doesn't deny gravity. It to the moon doesn't deny gravity. It works with the fact that it exists. But works with the fact that it exists. But works with the fact that it exists. But we are working with problems, but we're we are working with problems, but we're we are working with problems, but we're confused confused confused because we want two things. So, can I because we want two things. So, can I because we want two things. So, can I show you what I mean?

show you what I mean? show you what I mean? >> Yeah. >> Yeah. >> Yeah. >> Okay. So, here's an actual carrot and >> Okay. So, here's an actual carrot and >> Okay. So, here's an actual carrot and here is actual water. This is not here is actual water. This is not here is actual water. This is not actually a dunkey, but let's pretend actually a dunkey, but let's pretend actually a dunkey, but let's pretend this is a dunkey. Okay. In Burden's this is a dunkey. Okay. In Burden's this is a dunkey. Okay. In Burden's philosophy experiment from a couple philosophy experiment from a couple philosophy experiment from a couple hundred years ago, the dunkey is hungry hundred years ago, the dunkey is hungry hundred years ago, the dunkey is hungry and thirsty. He has complete freedom. He and thirsty. He has complete freedom. He and thirsty. He has complete freedom. He can move. And he's halfway between a can move. And he's halfway between a can move. And he's halfway between a pile of carrots and a bucket of water. pile of carrots and a bucket of water. pile of carrots and a bucket of water. And he's trapped because every time he And he's trapped because every time he And he's trapped because every time he moves toward the water, he's moving away moves toward the water, he's moving away moves toward the water, he's moving away from the carrot. Can't do that cuz he's from the carrot. Can't do that cuz he's from the carrot. Can't do that cuz he's hungry. And every time he moves toward hungry. And every time he moves toward hungry. And every time he moves toward the carrot, he's moving away from the the carrot, he's moving away from the the carrot, he's moving away from the water. Can't do that because he's water. Can't do that because he's water. Can't do that because he's thirsty. And so in the experiment, thirsty. And so in the experiment, thirsty. And so in the experiment, because we're trapped, we end up dying because we're trapped, we end up dying because we're trapped, we end up dying of hunger and thirst. And all of us do of hunger and thirst. And all of us do of hunger and thirst. And all of us do this. And we do it with one simple word this. And we do it with one simple word this. And we do it with one simple word which is but. I want this but I also which is but. I want this but I also which is but. I want this but I also want that. Right? I want to have a want that. Right? I want to have a want that. Right? I want to have a creative life but I never want to get creative life but I never want to get creative life but I never want to get rejected. I want to run the marathon but rejected. I want to run the marathon but rejected. I want to run the marathon but I don't want to get tired. And we hide I don't want to get tired. And we hide I don't want to get tired. And we hide the butt. We don't say the butt out the butt. We don't say the butt out the butt. We don't say the butt out loud. So my favorite story which I talk loud. So my favorite story which I talk loud. So my favorite story which I talk about in the book is Jackson Pollock. So about in the book is Jackson Pollock. So about in the book is Jackson Pollock. So Jackson Pollock was the most famous Jackson Pollock was the most famous Jackson Pollock was the most famous painter in America in the 1940s about 80 painter in America in the 1940s about 80 painter in America in the 1940s about 80 years ago. He was on the cover of Life years ago. He was on the cover of Life years ago. He was on the cover of Life magazine. He had three years where he magazine. He had three years where he magazine. He had three years where he could do no wrong. His paintings were could do no wrong. His paintings were could do no wrong. His paintings were snapped up. Everyone saw him as a little snapped up. Everyone saw him as a little snapped up. Everyone saw him as a little bit of a hero. It's very unusual for an

bit of a hero. It's very unusual for an bit of a hero. It's very unusual for an artist to be a hero in their own artist to be a hero in their own artist to be a hero in their own lifetime. lifetime. lifetime. And his wife Lee Kraner later said that And his wife Lee Kraner later said that And his wife Lee Kraner later said that he felt like he had done everything he he felt like he had done everything he he felt like he had done everything he could do with this cycle of art. And could do with this cycle of art. And could do with this cycle of art. And what most people in that situation would what most people in that situation would what most people in that situation would have done is become a Jackson Pollock have done is become a Jackson Pollock have done is become a Jackson Pollock cover band. Paint more versions of his cover band. Paint more versions of his cover band. Paint more versions of his old paintings. Take the money. You've old paintings. Take the money. You've old paintings. Take the money. You've won. He wanted to be a brilliant won. He wanted to be a brilliant won. He wanted to be a brilliant creator. He wanted to be on the creator. He wanted to be on the creator. He wanted to be on the frontier. So he stopped painting Jackson frontier. So he stopped painting Jackson frontier. So he stopped painting Jackson Pollock paintings. He went to a studio Pollock paintings. He went to a studio Pollock paintings. He went to a studio and came up with a whole new style. and came up with a whole new style. and came up with a whole new style. Different size canvas, different Different size canvas, different Different size canvas, different approach. It didn't look like Jackson approach. It didn't look like Jackson approach. It didn't look like Jackson Pollock had done it. and he brought it Pollock had done it. and he brought it Pollock had done it. and he brought it to this big show and the world yawned. to this big show and the world yawned. to this big show and the world yawned. Not one piece sold. And to this day, if Not one piece sold. And to this day, if Not one piece sold. And to this day, if you go to a museum, you will probably you go to a museum, you will probably you go to a museum, you will probably not see a second cycle Jackson Pollock. not see a second cycle Jackson Pollock. not see a second cycle Jackson Pollock. This led him to become even more of a This led him to become even more of a This led him to become even more of a substance abuser, which led to him dying substance abuser, which led to him dying substance abuser, which led to him dying in a tragic car crash that killed in a tragic car crash that killed in a tragic car crash that killed somebody else as well. Because Jackson somebody else as well. Because Jackson somebody else as well. Because Jackson Pollock wanted two things. He wanted to Pollock wanted two things. He wanted to Pollock wanted two things. He wanted to live on the frontier and be the creative live on the frontier and be the creative live on the frontier and be the creative artist on the cutting edge, but he also artist on the cutting edge, but he also artist on the cutting edge, but he also wanted to be the celebrity who could wanted to be the celebrity who could wanted to be the celebrity who could sell everything he made and was seen as sell everything he made and was seen as sell everything he made and was seen as a genius. He forgot how many years it a genius. He forgot how many years it a genius. He forgot how many years it took the first Jackson Pollock to took the first Jackson Pollock to took the first Jackson Pollock to accomplish that. And because the second accomplish that. And because the second accomplish that. And because the second Jackson Pollock didn't hit, the butt Jackson Pollock didn't hit, the butt Jackson Pollock didn't hit, the butt became really loud in his head. You became really loud in his head. You became really loud in his head. You can't have two of these things if they can't have two of these things if they can't have two of these things if they are diametrically opposed. We need to are diametrically opposed. We need to are diametrically opposed. We need to find where is the butt. I want this find where is the butt. I want this find where is the butt. I want this butt. I want that. It's usually hiding

butt. I want that. It's usually hiding butt. I want that. It's usually hiding as an and but once we see it, once we as an and but once we see it, once we as an and but once we see it, once we say, "Oh, that is what is keeping me say, "Oh, that is what is keeping me say, "Oh, that is what is keeping me from giving the people I'm trying to from giving the people I'm trying to from giving the people I'm trying to serve what they need. That's why I'm not serve what they need. That's why I'm not serve what they need. That's why I'm not getting where I need to go." We can getting where I need to go." We can getting where I need to go." We can remove the pole, remove the pole, remove the pole, see the entanglements, see what we're see the entanglements, see what we're see the entanglements, see what we're measuring wrong, forgive them, make a measuring wrong, forgive them, make a measuring wrong, forgive them, make a new decision, and the problem goes away. new decision, and the problem goes away. new decision, and the problem goes away. >> And you can substitute and, you're >> And you can substitute and, you're >> And you can substitute and, you're saying, instead of but. The and is the saying, instead of but. The and is the saying, instead of but. The and is the thing that emphasizes it. I want to be a thing that emphasizes it. I want to be a thing that emphasizes it. I want to be a creative person and I'm eager to be creative person and I'm eager to be creative person and I'm eager to be rejected and not people have people get rejected and not people have people get rejected and not people have people get the joke for a while and have to live in the joke for a while and have to live in the joke for a while and have to live in the back of my van because that's what the back of my van because that's what the back of my van because that's what creative people do. That's part of it. I creative people do. That's part of it. I creative people do. That's part of it. I get that. I want to be popular on social get that. I want to be popular on social get that. I want to be popular on social media. And that means I can't be honest media. And that means I can't be honest media. And that means I can't be honest and authentic and consistent because I and authentic and consistent because I and authentic and consistent because I got to keep chasing X, Y, or Z. And when got to keep chasing X, Y, or Z. And when got to keep chasing X, Y, or Z. And when we look at the people who consistently we look at the people who consistently we look at the people who consistently get big clicks, that's what they're get big clicks, that's what they're get big clicks, that's what they're doing. They're not saying, "This is who doing. They're not saying, "This is who doing. They're not saying, "This is who I am." They're going to chase the next I am." They're going to chase the next I am." They're going to chase the next thing. If you're not happy with that, thing. If you're not happy with that, thing. If you're not happy with that, please don't do it. But the and please don't do it. But the and please don't do it. But the and amplifies the work, but undercuts it.

amplifies the work, but undercuts it. amplifies the work, but undercuts it. There should be a button just down below There should be a button just down below There should be a button just down below here. And if it says subscribed, you're here. And if it says subscribed, you're here. And if it says subscribed, you're already subscribed. If it says already subscribed. If it says already subscribed. If it says subscriber, that means you're not yet. subscriber, that means you're not yet. subscriber, that means you're not yet. And if you're not subscribed, please And if you're not subscribed, please And if you're not subscribed, please could you do us a favor and hit that could you do us a favor and hit that could you do us a favor and hit that button? It helps the show more than you button? It helps the show more than you button? It helps the show more than you know. And according to the algorithm, know. And according to the algorithm, know. And according to the algorithm, you're someone that watches our show, you're someone that watches our show, you're someone that watches our show, but you haven't yet hit that button. but you haven't yet hit that button. but you haven't yet hit that button. Thank you so much. There's people Thank you so much. There's people Thank you so much. There's people listening right now that are maybe they listening right now that are maybe they listening right now that are maybe they got three kids under the age of seven. got three kids under the age of seven. got three kids under the age of seven. I'm thinking about my brother. He's got I'm thinking about my brother. He's got I'm thinking about my brother. He's got three kids under the age of seven. three kids under the age of seven. three kids under the age of seven. >> And they also want to launch a company, >> And they also want to launch a company, >> And they also want to launch a company, >> right? And they they might feel that >> right? And they they might feel that >> right? And they they might feel that there's a tension between those two there's a tension between those two there's a tension between those two things because they on one hand want to things because they on one hand want to things because they on one hand want to be the best dad on earth like my brother be the best dad on earth like my brother be the best dad on earth like my brother wants to be but at the same time they wants to be but at the same time they wants to be but at the same time they really want to launch that AI startup. really want to launch that AI startup. really want to launch that AI startup. >> Yeah. >> Yeah. >> Yeah. >> Now these two things are tugging at each >> Now these two things are tugging at each >> Now these two things are tugging at each other. other. other. >> Correct. >> Correct. >> Correct. >> What do they do? >> What do they do? >> What do they do? >> Well, the first thing they did was >> Well, the first thing they did was >> Well, the first thing they did was really important. They named it. really important. They named it. really important. They named it. >> Okay. >> Okay. >> Okay. >> Okay. Second thing can't do two things >> Okay. Second thing can't do two things >> Okay. Second thing can't do two things at the same time, but you can do many at the same time, but you can do many at the same time, but you can do many things over time. things over time. things over time. And what that means is he made a And what that means is he made a And what that means is he made a commitment to three small humans in this commitment to three small humans in this commitment to three small humans in this moment. He's going to go to work, but he moment. He's going to go to work, but he moment. He's going to go to work, but he can't go to work for 100 hours a week.

can't go to work for 100 hours a week. can't go to work for 100 hours a week. So he needs to pick a project where the So he needs to pick a project where the So he needs to pick a project where the amount of time he has is enough time to amount of time he has is enough time to amount of time he has is enough time to do the project really well. He cannot do the project really well. He cannot do the project really well. He cannot start an open AI competitor. It is off start an open AI competitor. It is off start an open AI competitor. It is off the table. That is impossible because the table. That is impossible because the table. That is impossible because the thing he's committed to cannot the thing he's committed to cannot the thing he's committed to cannot coexist with that. coexist with that. coexist with that. >> That's hard to admit, >> That's hard to admit, >> That's hard to admit, >> right? But it unlocks the door to what >> right? But it unlocks the door to what >> right? But it unlocks the door to what we can do. If he can figure out how to we can do. If he can figure out how to we can do. If he can figure out how to build an entity where he's not hiding, build an entity where he's not hiding, build an entity where he's not hiding, where he's actually showing up on the where he's actually showing up on the where he's actually showing up on the hook to a group of people and say, "I hook to a group of people and say, "I hook to a group of people and say, "I know more about AI than you, and I'm know more about AI than you, and I'm know more about AI than you, and I'm going to use this tool to do X, and they going to use this tool to do X, and they going to use this tool to do X, and they pay him for it." pay him for it." pay him for it." Now, at the end of a 40-hour week, he Now, at the end of a 40-hour week, he Now, at the end of a 40-hour week, he appropriately goes and does the work of appropriately goes and does the work of appropriately goes and does the work of a dad, right? That's a business that's a dad, right? That's a business that's a dad, right? That's a business that's creating value for people that will make creating value for people that will make creating value for people that will make you more profit than OpenAI made last you more profit than OpenAI made last you more profit than OpenAI made last year, right? So the point I'm making is year, right? So the point I'm making is year, right? So the point I'm making is media keeps showing up and saying what media keeps showing up and saying what media keeps showing up and saying what you're supposed to do is be a you're supposed to do is be a you're supposed to do is be a Kardashian. What you're supposed to do Kardashian. What you're supposed to do Kardashian. What you're supposed to do is be Sam Alman. No, that's not what is be Sam Alman. No, that's not what is be Sam Alman. No, that's not what you're supposed to do. You're supposed you're supposed to do. You're supposed you're supposed to do. You're supposed to make promises and keep them for the to make promises and keep them for the to make promises and keep them for the smallest audience. That's enough. You smallest audience. That's enough. You smallest audience. That's enough. You can't maximize two things that use the can't maximize two things that use the can't maximize two things that use the same space. Do you think it's possible same space. Do you think it's possible same space. Do you think it's possible to know if a motivation or a goal or a to know if a motivation or a goal or a to know if a motivation or a goal or a dream you have or an ambition you have dream you have or an ambition you have dream you have or an ambition you have is real or not? And when I say real, I is real or not? And when I say real, I is real or not? And when I say real, I mean like did I just inherit this from mean like did I just inherit this from mean like did I just inherit this from expectations from Instagram or from my expectations from Instagram or from my expectations from Instagram or from my family or because my brother-in-law is family or because my brother-in-law is family or because my brother-in-law is rich and I want to kind of compete. Is rich and I want to kind of compete. Is rich and I want to kind of compete. Is there a way to know if my my the goal I

there a way to know if my my the goal I there a way to know if my my the goal I say I want is a real one? say I want is a real one? say I want is a real one? >> Yeah, I love this. This is brilliant. >> Yeah, I love this. This is brilliant. >> Yeah, I love this. This is brilliant. This gets back to the idea of purpose. This gets back to the idea of purpose. This gets back to the idea of purpose. What is the change you seek to make with What is the change you seek to make with What is the change you seek to make with the next cycle of your effort? Not your the next cycle of your effort? Not your the next cycle of your effort? Not your purpose on earth, but the purpose of the purpose on earth, but the purpose of the purpose on earth, but the purpose of the work you're about to do. Are you trying work you're about to do. Are you trying work you're about to do. Are you trying to make Mark Zuckerberg happy? Are you to make Mark Zuckerberg happy? Are you to make Mark Zuckerberg happy? Are you trying to make an anonymous commenter trying to make an anonymous commenter trying to make an anonymous commenter happy? Are you trying to teach troll a happy? Are you trying to teach troll a happy? Are you trying to teach troll a lesson? Because when you say that out lesson? Because when you say that out lesson? Because when you say that out loud, you realize that's a ridiculous loud, you realize that's a ridiculous loud, you realize that's a ridiculous purpose and a trap. purpose and a trap. purpose and a trap. >> If [clears throat] we can be clear, >> If [clears throat] we can be clear, >> If [clears throat] we can be clear, what's in it for me? If I put this time what's in it for me? If I put this time what's in it for me? If I put this time in, what will I get in return? in, what will I get in return? in, what will I get in return? So my company has 75 people, let's say, So my company has 75 people, let's say, So my company has 75 people, let's say, and should I grow to have 250 people? and should I grow to have 250 people? and should I grow to have 250 people? Well, what would be in it for me to be a Well, what would be in it for me to be a Well, what would be in it for me to be a CEO of 250 people instead of 75 people? CEO of 250 people instead of 75 people? CEO of 250 people instead of 75 people? >> You're going to have a bigger headache. >> You're going to have a bigger headache. >> You're going to have a bigger headache. You're going to have more money You're going to have more money You're going to have more money theoretically. theoretically. theoretically. >> Theoretically, but what you're really >> Theoretically, but what you're really >> Theoretically, but what you're really going to earn is a different kind of going to earn is a different kind of going to earn is a different kind of status. You have to decide if that status. You have to decide if that status. You have to decide if that status boss of more people that status status boss of more people that status status boss of more people that status what I get to say at the cocktail party what I get to say at the cocktail party what I get to say at the cocktail party that status of what could happen after that status of what could happen after that status of what could happen after that is worth the price you're going to that is worth the price you're going to that is worth the price you're going to pay to do this or not. And so we keep pay to do this or not. And so we keep pay to do this or not. And so we keep making these choices about what is the making these choices about what is the making these choices about what is the purpose of this work. And that leads to purpose of this work. And that leads to purpose of this work. And that leads to the key from Steve Presfield which is the key from Steve Presfield which is the key from Steve Presfield which is resistance. And resistance is any resistance. And resistance is any resistance. And resistance is any feeling we have that keeps us from doing feeling we have that keeps us from doing feeling we have that keeps us from doing generous generative creative work of any generous generative creative work of any generous generative creative work of any kind. So for example, writer's block is kind. So for example, writer's block is kind. So for example, writer's block is resistance. For example, you're going

resistance. For example, you're going resistance. For example, you're going out on a date and you change your outfit out on a date and you change your outfit out on a date and you change your outfit six times. Resistance shows up in so six times. Resistance shows up in so six times. Resistance shows up in so many of the things we do. And the many of the things we do. And the many of the things we do. And the systems around us indoctrinate us systems around us indoctrinate us systems around us indoctrinate us because they want us to be cogs in the because they want us to be cogs in the because they want us to be cogs in the system. They want us to say, "Well, how system. They want us to say, "Well, how system. They want us to say, "Well, how do I get an A? How do I get permission do I get an A? How do I get permission do I get an A? How do I get permission to do X, Y, or Z? I'm not going to to do X, Y, or Z? I'm not going to to do X, Y, or Z? I'm not going to initiate anything. initiate anything. initiate anything. So, it's easier for your brother to deal So, it's easier for your brother to deal So, it's easier for your brother to deal with the resistance in his head by with the resistance in his head by with the resistance in his head by saying, "I'm stuck." than it is for him saying, "I'm stuck." than it is for him saying, "I'm stuck." than it is for him to say, "I changed the lives of 17 to say, "I changed the lives of 17 to say, "I changed the lives of 17 people this weekend." Whereas, if we people this weekend." Whereas, if we people this weekend." Whereas, if we kept drilling into what's your purpose, kept drilling into what's your purpose, kept drilling into what's your purpose, I think he would say, "Yeah, changing I think he would say, "Yeah, changing I think he would say, "Yeah, changing the lives of people is more important to the lives of people is more important to the lives of people is more important to me than making Business Week magazine me than making Business Week magazine me than making Business Week magazine happy because I built some company." Is happy because I built some company." Is happy because I built some company." Is it useful to try and name the resistance it useful to try and name the resistance it useful to try and name the resistance in order to overcome it? in order to overcome it? in order to overcome it? >> You can't make resistance go away ever. >> You can't make resistance go away ever. >> You can't make resistance go away ever. You can dance with it. You can invite it You can dance with it. You can invite it You can dance with it. You can invite it in for tea. You can name it. You can say in for tea. You can name it. You can say in for tea. You can name it. You can say the reason I'm hesitating to do this is the reason I'm hesitating to do this is the reason I'm hesitating to do this is resistance. You can say, "I don't feel resistance. You can say, "I don't feel resistance. You can say, "I don't feel like it. I got to go do this other thing like it. I got to go do this other thing like it. I got to go do this other thing instead. I don't want to host a small instead. I don't want to host a small instead. I don't want to host a small party." Resistance. My friend Lisa moved party." Resistance. My friend Lisa moved party." Resistance. My friend Lisa moved across the country to be with her across the country to be with her across the country to be with her partner all the way to Los Angeles. knew partner all the way to Los Angeles. knew partner all the way to Los Angeles. knew three people in the whole city. She three people in the whole city. She three people in the whole city. She says, "I don't want to live a lonely says, "I don't want to live a lonely says, "I don't want to live a lonely life in Los Angeles. I'm going to have a life in Los Angeles. I'm going to have a life in Los Angeles. I'm going to have a potluck dinner every Friday. I'm going potluck dinner every Friday. I'm going potluck dinner every Friday. I'm going to start by inviting the three people I to start by inviting the three people I to start by inviting the three people I know. And every week, you can come back know. And every week, you can come back know. And every week, you can come back if you bring a new person.

if you bring a new person. if you bring a new person. 50 weeks later, she has a network of 400 50 weeks later, she has a network of 400 50 weeks later, she has a network of 400 people, all good friends." people, all good friends." people, all good friends." Anyone could have done that. No one Anyone could have done that. No one Anyone could have done that. No one does. Resistance. What if I invite does. Resistance. What if I invite does. Resistance. What if I invite someone and they say no? What if I someone and they say no? What if I someone and they say no? What if I invite someone I don't like them? What invite someone I don't like them? What invite someone I don't like them? What if I invite someone and they don't like if I invite someone and they don't like if I invite someone and they don't like me? Resistance, resistance, resistance. me? Resistance, resistance, resistance. me? Resistance, resistance, resistance. Name the baggage. Drop the baggage. Do Name the baggage. Drop the baggage. Do Name the baggage. Drop the baggage. Do it. Once you can name the baggage, you it. Once you can name the baggage, you it. Once you can name the baggage, you can say this is why I am feeling stuck. can say this is why I am feeling stuck. can say this is why I am feeling stuck. If I can let go of this other thing, I If I can let go of this other thing, I If I can let go of this other thing, I can move toward the carrot because I can can move toward the carrot because I can can move toward the carrot because I can forgive the water. I was sort of running forgive the water. I was sort of running forgive the water. I was sort of running through different people in my head that through different people in my head that through different people in my head that I'm that I know. Again, trying to think I'm that I know. Again, trying to think I'm that I know. Again, trying to think about the personas of the people about the personas of the people about the personas of the people listening. And one of the things I listening. And one of the things I listening. And one of the things I realized is that everybody's starting realized is that everybody's starting realized is that everybody's starting from a very different place here, from a very different place here, from a very different place here, >> right? >> right? >> right? >> And why is that? Why is it that some >> And why is that? Why is it that some >> And why is that? Why is it that some people are quite good at dealing with people are quite good at dealing with people are quite good at dealing with resistance? They can invite around resistance? They can invite around resistance? They can invite around strangers and then other people are strangers and then other people are strangers and then other people are living in fear. They're almost Yeah. living in fear. They're almost Yeah. living in fear. They're almost Yeah. They never take a risk. They never take a risk. They never take a risk. >> Yeah. Well, a big part of it is >> Yeah. Well, a big part of it is >> Yeah. Well, a big part of it is privilege. It's injustice. It's living privilege. It's injustice. It's living privilege. It's injustice. It's living in a culture that never gives you the in a culture that never gives you the in a culture that never gives you the benefit of the doubt. But even if I look benefit of the doubt. But even if I look benefit of the doubt. But even if I look among a group of people who all have the among a group of people who all have the among a group of people who all have the same amount of privilege, there's still same amount of privilege, there's still same amount of privilege, there's still somebody who is at the marketplace somebody who is at the marketplace somebody who is at the marketplace helping strangers find where they're helping strangers find where they're helping strangers find where they're going. There's still somebody who, you going. There's still somebody who, you going. There's still somebody who, you know, I have a family friend went to an know, I have a family friend went to an know, I have a family friend went to an Ivy League school. He wanted to be an Ivy League school. He wanted to be an Ivy League school. He wanted to be an actor and he went to apply to the improv actor and he went to apply to the improv actor and he went to apply to the improv troop for auditions and they picked 10 troop for auditions and they picked 10 troop for auditions and they picked 10 people and he came in 11th and he called people and he came in 11th and he called people and he came in 11th and he called me up. He was very upset and I said, me up. He was very upset and I said, me up. He was very upset and I said, "Why don't you start your own improv "Why don't you start your own improv "Why don't you start your own improv troop? You don't need any equipment. You

troop? You don't need any equipment. You troop? You don't need any equipment. You don't need a permit. You just need four don't need a permit. You just need four don't need a permit. You just need four people to do improv with. Start your own people to do improv with. Start your own people to do improv with. Start your own improv troop." And the irony, the reason improv troop." And the irony, the reason improv troop." And the irony, the reason I remember the story is he couldn't do I remember the story is he couldn't do I remember the story is he couldn't do it. I mean, isn't that what improv is? it. I mean, isn't that what improv is? it. I mean, isn't that what improv is? Start your own improv troop. And so, you Start your own improv troop. And so, you Start your own improv troop. And so, you know, I run a online community called know, I run a online community called know, I run a online community called Purple.space. And on Purple, we got Purple.space. And on Purple, we got Purple.space. And on Purple, we got thousands of people who are coaching thousands of people who are coaching thousands of people who are coaching each other. And it's the opposite of a each other. And it's the opposite of a each other. And it's the opposite of a social network. There's no scams. social network. There's no scams. social network. There's no scams. There's no hustle. Nobody sells anything There's no hustle. Nobody sells anything There's no hustle. Nobody sells anything to anybody else. It's just I'll talk you to anybody else. It's just I'll talk you to anybody else. It's just I'll talk you through my through my through my not you talk me through yours. Let's not you talk me through yours. Let's not you talk me through yours. Let's hold each other accountable. Well, hold each other accountable. Well, hold each other accountable. Well, someone needs to go first. Everyone someone needs to go first. Everyone someone needs to go first. Everyone wants to be invited to an engagement wants to be invited to an engagement wants to be invited to an engagement like that, but few people want to start like that, but few people want to start like that, but few people want to start one because you're afraid of being one because you're afraid of being one because you're afraid of being rejected because it's one step short of rejected because it's one step short of rejected because it's one step short of dying. So, when we can name this and dying. So, when we can name this and dying. So, when we can name this and realize it's actually not at all related realize it's actually not at all related realize it's actually not at all related to dying, this isn't about hustling to dying, this isn't about hustling to dying, this isn't about hustling someone and getting in their face to someone and getting in their face to someone and getting in their face to sell them something. This is about sell them something. This is about sell them something. This is about offering to solve their problem as you offering to solve their problem as you offering to solve their problem as you solve your problem by naming the thing solve your problem by naming the thing solve your problem by naming the thing and figuring out where we can be of and figuring out where we can be of and figuring out where we can be of value.

value. value. >> One of the things that I've experienced >> One of the things that I've experienced >> One of the things that I've experienced as a podcaster is a lot of people come as a podcaster is a lot of people come as a podcaster is a lot of people come up to me in the street and they'll tell up to me in the street and they'll tell up to me in the street and they'll tell me about the podcast idea that they've me about the podcast idea that they've me about the podcast idea that they've had for four years. [laughter] had for four years. [laughter] had for four years. [laughter] >> And I it's quite a curious thing to >> And I it's quite a curious thing to >> And I it's quite a curious thing to observe because it appears on the observe because it appears on the observe because it appears on the surface that they are serious, but the surface that they are serious, but the surface that they are serious, but the very nature that they've been mulling it very nature that they've been mulling it very nature that they've been mulling it for a couple of years means that there's for a couple of years means that there's for a couple of years means that there's probably some kind of resistance there. probably some kind of resistance there. probably some kind of resistance there. >> Correct. Exactly. So I for a couple >> Correct. Exactly. So I for a couple >> Correct. Exactly. So I for a couple years my friend uh Alex Depal and I ran years my friend uh Alex Depal and I ran years my friend uh Alex Depal and I ran the podcasting fellowship. So thousands the podcasting fellowship. So thousands the podcasting fellowship. So thousands of people went through this workshop to of people went through this workshop to of people went through this workshop to start a podcast and the reason podcasts start a podcast and the reason podcasts start a podcast and the reason podcasts are such a great example is everyone are such a great example is everyone are such a great example is everyone knows what a podcast is and the cost of knows what a podcast is and the cost of knows what a podcast is and the cost of starting a podcast is less than a starting a podcast is less than a starting a podcast is less than a dollar. So why don't you have one, dollar. So why don't you have one, dollar. So why don't you have one, right? Okay. Well, so we start the cycle right? Okay. Well, so we start the cycle right? Okay. Well, so we start the cycle by give me all the reasons you can't by give me all the reasons you can't by give me all the reasons you can't have a podcast. And one of the ones that have a podcast. And one of the ones that have a podcast. And one of the ones that comes up is well I don't think I could comes up is well I don't think I could comes up is well I don't think I could get good guests. M get good guests. M get good guests. M >> and then we would say, "Okay, who would >> and then we would say, "Okay, who would >> and then we would say, "Okay, who would be the best guest you could ever get?" be the best guest you could ever get?" be the best guest you could ever get?" And amazingly, Michelle Obama's name And amazingly, Michelle Obama's name And amazingly, Michelle Obama's name comes up. comes up. comes up. Michelle Obama is not going to be on Michelle Obama is not going to be on Michelle Obama is not going to be on your podcast, [laughter] your podcast, [laughter] your podcast, [laughter] but who would you need to have on your but who would you need to have on your but who would you need to have on your podcast as the guest before Michelle podcast as the guest before Michelle podcast as the guest before Michelle Obama that would lead her more likely to Obama that would lead her more likely to Obama that would lead her more likely to say yes? And who would be the guest say yes? And who would be the guest say yes? And who would be the guest before that and the guest before that?

before that and the guest before that? before that and the guest before that? And let's go all the way back to your And let's go all the way back to your And let's go all the way back to your next door neighbor. Can you get your next door neighbor. Can you get your next door neighbor. Can you get your next door neighbor to be a guest on your next door neighbor to be a guest on your next door neighbor to be a guest on your podcast? Yes. So go make that podcast podcast? Yes. So go make that podcast podcast? Yes. So go make that podcast and just play it for the 20 people who and just play it for the 20 people who and just play it for the 20 people who are in this circle. And at that point, are in this circle. And at that point, are in this circle. And at that point, half the people can't do it. There's no half the people can't do it. There's no half the people can't do it. There's no technical reason why. It's just too hard technical reason why. It's just too hard technical reason why. It's just too hard to say to your next door neighbor, can I to say to your next door neighbor, can I to say to your next door neighbor, can I interview you for 20 minutes? And then interview you for 20 minutes? And then interview you for 20 minutes? And then show it to somebody else because show it to somebody else because show it to somebody else because resistance. resistance. resistance. And so the hack I give people is start a And so the hack I give people is start a And so the hack I give people is start a blog under another name, under an blog under another name, under an blog under another name, under an assumed name. No one will know you wrote assumed name. No one will know you wrote assumed name. No one will know you wrote it. Do it for 100 days in a row. If you it. Do it for 100 days in a row. If you it. Do it for 100 days in a row. If you do that for 100 days in a row, I'm do that for 100 days in a row, I'm do that for 100 days in a row, I'm betting you're going to want to put your betting you're going to want to put your betting you're going to want to put your real name on it. But if not, at least real name on it. But if not, at least real name on it. But if not, at least you understand there was nothing fatal you understand there was nothing fatal you understand there was nothing fatal about posting something in public for about posting something in public for about posting something in public for 100 days in a row with somebody else's 100 days in a row with somebody else's 100 days in a row with somebody else's name on it. So that's obviously not name on it. So that's obviously not name on it. So that's obviously not where the writer's block is. It's in where the writer's block is. It's in where the writer's block is. It's in resistance. Two things at once. I want resistance. Two things at once. I want resistance. Two things at once. I want to do this. I want to be recognized, but to do this. I want to be recognized, but to do this. I want to be recognized, but I don't want it to fail. I don't want to I don't want it to fail. I don't want to I don't want it to fail. I don't want to be disrespected. I don't want to lose be disrespected. I don't want to lose be disrespected. I don't want to lose status. And those two things keep us status. And those two things keep us status. And those two things keep us paralyzed. And the system likes it like paralyzed. And the system likes it like paralyzed. And the system likes it like that.

that. that. >> What you did there is you took the >> What you did there is you took the >> What you did there is you took the resistance and you tried to break it resistance and you tried to break it resistance and you tried to break it down into the smallest possible piece. down into the smallest possible piece. down into the smallest possible piece. >> Correct. Yes. >> Correct. Yes. >> Correct. Yes. >> So you took a big piece of resistance >> So you took a big piece of resistance >> So you took a big piece of resistance which is how do I get Michelle Obama on which is how do I get Michelle Obama on which is how do I get Michelle Obama on my podcast. You broke it down into I my podcast. You broke it down into I my podcast. You broke it down into I need to go ask my next door neighbor to need to go ask my next door neighbor to need to go ask my next door neighbor to come on my podcast. come on my podcast. come on my podcast. >> Yeah. >> Yeah. >> Yeah. >> And then you broke it even smaller to >> And then you broke it even smaller to >> And then you broke it even smaller to I'm going to start an anonymous blog. I'm going to start an anonymous blog. I'm going to start an anonymous blog. >> Yeah. >> Yeah. >> Yeah. >> Cuz when we call our own bluff, it's >> Cuz when we call our own bluff, it's >> Cuz when we call our own bluff, it's very uncomfortable, but it's better than very uncomfortable, but it's better than very uncomfortable, but it's better than someone else calling her bluff. And this someone else calling her bluff. And this someone else calling her bluff. And this gets back to my posture of I can't solve gets back to my posture of I can't solve gets back to my posture of I can't solve your problem, but maybe I can give you your problem, but maybe I can give you your problem, but maybe I can give you tools that can help you name your tools that can help you name your tools that can help you name your problem so that in a safe place you can problem so that in a safe place you can problem so that in a safe place you can talk to somebody about where is the talk to somebody about where is the talk to somebody about where is the resistance? Why am I in my head about resistance? Why am I in my head about resistance? Why am I in my head about this? What's the smallest unit of value this? What's the smallest unit of value this? What's the smallest unit of value for the smallest possible audience that for the smallest possible audience that for the smallest possible audience that I could do that would make a difference I could do that would make a difference I could do that would make a difference for them? Bob Leitz writes the most for them? Bob Leitz writes the most for them? Bob Leitz writes the most popular music blog in the world. popular music blog in the world. popular music blog in the world. Everybody in the music industry knows Everybody in the music industry knows Everybody in the music industry knows him. I promise you when he started he him. I promise you when he started he him. I promise you when he started he had five readers. My blog has a million had five readers. My blog has a million had five readers. My blog has a million readers. When I started I had five readers. When I started I had five readers. When I started I had five readers. That's the way they all start.

readers. That's the way they all start. readers. That's the way they all start. That's how your podcast started. Five That's how your podcast started. Five That's how your podcast started. Five listeners. >> When you um you broke it down there and >> When you um you broke it down there and you turned it into an anonymous blog. you turned it into an anonymous blog. you turned it into an anonymous blog. What I I guess what you were also doing What I I guess what you were also doing What I I guess what you were also doing is you were breaking down the is you were breaking down the is you were breaking down the embarrassment into smaller and smaller embarrassment into smaller and smaller embarrassment into smaller and smaller and smaller and smaller pieces of and smaller and smaller pieces of and smaller and smaller pieces of embarrassment, right? But like embarrassment, right? But like embarrassment, right? But like irrespective there was still irrespective there was still irrespective there was still embarrassment. And I heard this phrase embarrassment. And I heard this phrase embarrassment. And I heard this phrase embarrassment is the cost of entry. embarrassment is the cost of entry. embarrassment is the cost of entry. Would you agree with the the general Would you agree with the the general Would you agree with the the general idea that irrespective of what you do, idea that irrespective of what you do, idea that irrespective of what you do, you're going to have to be embarrassed. you're going to have to be embarrassed. you're going to have to be embarrassed. You're going to have to like pay that as You're going to have to like pay that as You're going to have to like pay that as the the fee of entry to almost anything the the fee of entry to almost anything the the fee of entry to almost anything outside of your current context and outside of your current context and outside of your current context and identity. identity. identity. >> All right. So let's talk about >> All right. So let's talk about >> All right. So let's talk about lifeguards and imposttor syndrome. So lifeguards and imposttor syndrome. So lifeguards and imposttor syndrome. So imposter syndrome was named by two imposter syndrome was named by two imposter syndrome was named by two social scientists about 70 years ago. social scientists about 70 years ago. social scientists about 70 years ago. Imposter syndrome is that feeling when Imposter syndrome is that feeling when Imposter syndrome is that feeling when you're doing something important or new you're doing something important or new you're doing something important or new that you're a little bit of a fake or a that you're a little bit of a fake or a that you're a little bit of a fake or a fraud and that someone else ought to be fraud and that someone else ought to be fraud and that someone else ought to be doing this instead of you. So, the story doing this instead of you. So, the story doing this instead of you. So, the story I tell is about being a lifeguard. So, I tell is about being a lifeguard. So, I tell is about being a lifeguard. So, in Canada, you have to get your bronze in Canada, you have to get your bronze in Canada, you have to get your bronze medallion to be a lifeguard. And imagine medallion to be a lifeguard. And imagine medallion to be a lifeguard. And imagine you're on uh Canoe Lake on duty. There's you're on uh Canoe Lake on duty. There's you're on uh Canoe Lake on duty. There's six lifeguards on the dock and a kid six lifeguards on the dock and a kid six lifeguards on the dock and a kid starts drowning right in front of you.

starts drowning right in front of you. starts drowning right in front of you. The first thing that might come to mind The first thing that might come to mind The first thing that might come to mind is I just barely got my bronze medallion is I just barely got my bronze medallion is I just barely got my bronze medallion and that guy two docks down is a much and that guy two docks down is a much and that guy two docks down is a much better swimmer than me. This is someone better swimmer than me. This is someone better swimmer than me. This is someone else should say it. And then you else should say it. And then you else should say it. And then you realize, no, no, it's right in front of realize, no, no, it's right in front of realize, no, no, it's right in front of you. This is your kid. You jump in the you. This is your kid. You jump in the you. This is your kid. You jump in the water. Do you apologize for your stroke? water. Do you apologize for your stroke? water. Do you apologize for your stroke? Do you say I'm really sorry I'm not Do you say I'm really sorry I'm not Do you say I'm really sorry I'm not getting there as fast? You save the kid. getting there as fast? You save the kid. getting there as fast? You save the kid. That's what lifeguards do. The kid is That's what lifeguards do. The kid is That's what lifeguards do. The kid is going to thank you and their parents are going to thank you and their parents are going to thank you and their parents are going to thank you. That's the work of a going to thank you. That's the work of a going to thank you. That's the work of a lifeguard. Lifeguards are able to lifeguard. Lifeguards are able to lifeguard. Lifeguards are able to overcome resistance because it's such a overcome resistance because it's such a overcome resistance because it's such a vivid thing. Well, if someone's going to vivid thing. Well, if someone's going to vivid thing. Well, if someone's going to send an email newsletter to someone who send an email newsletter to someone who send an email newsletter to someone who asked for it and that might help them asked for it and that might help them asked for it and that might help them get to where they're going, where's the get to where they're going, where's the get to where they're going, where's the embarrassment exactly? And shame is this embarrassment exactly? And shame is this embarrassment exactly? And shame is this interesting emotion because we must interesting emotion because we must interesting emotion because we must receive it. It's sent to us all the receive it. It's sent to us all the receive it. It's sent to us all the time, but you have to receive it for it time, but you have to receive it for it time, but you have to receive it for it to work. Now, I'm walking on 74th to work. Now, I'm walking on 74th to work. Now, I'm walking on 74th Street, not far from here, past this Street, not far from here, past this Street, not far from here, past this little pocket playground, and I hear a little pocket playground, and I hear a little pocket playground, and I hear a four-year-old inside the playground four-year-old inside the playground four-year-old inside the playground taunting somebody else. And this kid is taunting somebody else. And this kid is taunting somebody else. And this kid is making fun of this guy, making fun of making fun of this guy, making fun of making fun of this guy, making fun of his clothes, making fun of the fact that his clothes, making fun of the fact that his clothes, making fun of the fact that he's bald. And then I realize the kid's he's bald. And then I realize the kid's he's bald. And then I realize the kid's taunting me taunting me taunting me because he was just, you know, it felt because he was just, you know, it felt because he was just, you know, it felt safe for him, and he was just yelling at safe for him, and he was just yelling at safe for him, and he was just yelling at bystanders. The point was, it instantly bystanders. The point was, it instantly bystanders. The point was, it instantly brought me back to third grade.

brought me back to third grade. brought me back to third grade. instantly brought me back to what does instantly brought me back to what does instantly brought me back to what does it feel like to be bullied? But I wait, it feel like to be bullied? But I wait, it feel like to be bullied? But I wait, first of all, you're on the other side first of all, you're on the other side first of all, you're on the other side of a fence. I'm never going to see you of a fence. I'm never going to see you of a fence. I'm never going to see you again. You cannot put any shame on me. again. You cannot put any shame on me. again. You cannot put any shame on me. It doesn't it bounces off of me. And It doesn't it bounces off of me. And It doesn't it bounces off of me. And when we can get to useful work for a when we can get to useful work for a when we can get to useful work for a small audience of people, we're allowed small audience of people, we're allowed small audience of people, we're allowed to say to someone who doesn't get the to say to someone who doesn't get the to say to someone who doesn't get the joke, "Sorry, it's not for you. I joke, "Sorry, it's not for you. I joke, "Sorry, it's not for you. I forgive you. I don't have to accept your forgive you. I don't have to accept your forgive you. I don't have to accept your shame. I don't have to accept the shame. I don't have to accept the shame. I don't have to accept the embarrassment you want to give me embarrassment you want to give me embarrassment you want to give me because I'm here for the right reason. because I'm here for the right reason. because I'm here for the right reason. And if it's not for you, we both learned And if it's not for you, we both learned And if it's not for you, we both learned something. something. something. >> I guess because of the internet as well. >> I guess because of the internet as well. >> I guess because of the internet as well. Embarrassment is everywhere and shame is Embarrassment is everywhere and shame is Embarrassment is everywhere and shame is everywhere. People are you start everywhere. People are you start everywhere. People are you start anything on the internet, there's going anything on the internet, there's going anything on the internet, there's going to be some troll that tells you it's to be some troll that tells you it's to be some troll that tells you it's terrible. Even when we started this terrible. Even when we started this terrible. Even when we started this podcast, I mean, still today we get a podcast, I mean, still today we get a podcast, I mean, still today we get a lot of people telling us it's lot of people telling us it's lot of people telling us it's terrible. But terrible. But terrible. But >> um because it's everywhere, >> um because it's everywhere, >> um because it's everywhere, one could almost argue that um one could almost argue that um one could almost argue that um overcoming it is now a superpower overcoming it is now a superpower overcoming it is now a superpower because you know, everybody that does because you know, everybody that does because you know, everybody that does anything is going to encounter it. And anything is going to encounter it. And anything is going to encounter it. And you know how painful it is to deal with you know how painful it is to deal with you know how painful it is to deal with that and you also know that most people that and you also know that most people that and you also know that most people won't. That actually the skill of won't. That actually the skill of won't. That actually the skill of mastering like overcoming shame or mastering like overcoming shame or mastering like overcoming shame or embarrassment or critical feedback or embarrassment or critical feedback or embarrassment or critical feedback or whatever it might be might be one of the whatever it might be might be one of the whatever it might be might be one of the most important skills in the modern most important skills in the modern most important skills in the modern world today when there's so much world today when there's so much world today when there's so much negative feedback and so much shame or negative feedback and so much shame or negative feedback and so much shame or embarrassment or whatever. And just embarrassment or whatever. And just embarrassment or whatever. And just that's what you that's what I was that's what you that's what I was that's what you that's what I was thinking of when you're saying it's like thinking of when you're saying it's like thinking of when you're saying it's like how how do I get better at dealing with how how do I get better at dealing with how how do I get better at dealing with that?

that? that? >> Well, let's look at it slightly >> Well, let's look at it slightly >> Well, let's look at it slightly differently because I think that's a differently because I think that's a differently because I think that's a great point. But practical empathy says, great point. But practical empathy says, great point. But practical empathy says, "I don't know what you know. I didn't "I don't know what you know. I didn't "I don't know what you know. I didn't have the day you had. I don't want what have the day you had. I don't want what have the day you had. I don't want what you want." And that's okay. And I can you want." And that's okay. And I can you want." And that's okay. And I can forgive that and I don't have to take it forgive that and I don't have to take it forgive that and I don't have to take it personally. I can simply take it personally. I can simply take it personally. I can simply take it seriously. And those are different seriously. And those are different seriously. And those are different things. Here's an interesting semi- things. Here's an interesting semi- things. Here's an interesting semi- business example. You've been to Shake business example. You've been to Shake business example. You've been to Shake Shack? Shack? Shack? >> Yes. >> Yes. >> Yes. >> My friend Danny Meyer started Shake >> My friend Danny Meyer started Shake >> My friend Danny Meyer started Shake Shack. It's now a multi-billion dollar Shack. It's now a multi-billion dollar Shack. It's now a multi-billion dollar company. Shake Shack is based on his company. Shake Shack is based on his company. Shake Shack is based on his youth in St. Louis, Missouri. and he youth in St. Louis, Missouri. and he youth in St. Louis, Missouri. and he grew up with crinkle cut French fries. grew up with crinkle cut French fries. grew up with crinkle cut French fries. Crinkle cut French fries are the secret Crinkle cut French fries are the secret Crinkle cut French fries are the secret to a certain kind of fast food hamburger to a certain kind of fast food hamburger to a certain kind of fast food hamburger joint. And fancy New York restaurant joint. And fancy New York restaurant joint. And fancy New York restaurant critics, Ed Lavine, the New York Times critics, Ed Lavine, the New York Times critics, Ed Lavine, the New York Times said, "What are you doing? You're making said, "What are you doing? You're making said, "What are you doing? You're making this whole big deal out of everything is this whole big deal out of everything is this whole big deal out of everything is handmade and fresh. You're serving handmade and fresh. You're serving handmade and fresh. You're serving frozen crinkle cut French fries that we frozen crinkle cut French fries that we frozen crinkle cut French fries that we can buy in the freezer at the can buy in the freezer at the can buy in the freezer at the supermarket. You need to make real supermarket. You need to make real supermarket. You need to make real French fries." So Danny, his status is French fries." So Danny, his status is French fries." So Danny, his status is associated with the fanciest restaurants associated with the fanciest restaurants associated with the fanciest restaurants in the United States. And he and his in the United States. And he and his in the United States. And he and his team see this assault they're getting on team see this assault they're getting on team see this assault they're getting on being embarrassed about the French fries being embarrassed about the French fries being embarrassed about the French fries which are at the heart of their menu. So which are at the heart of their menu. So which are at the heart of their menu. So they spend millions of dollars over the they spend millions of dollars over the they spend millions of dollars over the course of a year researching potatoes, course of a year researching potatoes, course of a year researching potatoes, reconfiguring every single restaurant, reconfiguring every single restaurant, reconfiguring every single restaurant, putting in a different kind of fryer, putting in a different kind of fryer, putting in a different kind of fryer, making fresh cut French fries is a making fresh cut French fries is a making fresh cut French fries is a really big challenge. Also, fresh cut really big challenge. Also, fresh cut really big challenge. Also, fresh cut French fries are a living thing, and in

French fries are a living thing, and in French fries are a living thing, and in May, the potatoes are different than May, the potatoes are different than May, the potatoes are different than they are in November. So, sometimes a they are in November. So, sometimes a they are in November. So, sometimes a fresh cut French fry is the best French fresh cut French fry is the best French fresh cut French fry is the best French fry you ever had. And sometimes it's fry you ever had. And sometimes it's fry you ever had. And sometimes it's limp and not very good. And they limp and not very good. And they limp and not very good. And they switched to fresh cut French fries switched to fresh cut French fries switched to fresh cut French fries because they wanted the status that came because they wanted the status that came because they wanted the status that came from New York cultural critics saying, from New York cultural critics saying, from New York cultural critics saying, "These are guys authentic. They're the "These are guys authentic. They're the "These are guys authentic. They're the real deal." And the French fries were no real deal." And the French fries were no real deal." And the French fries were no good. and the entire internet blew up good. and the entire internet blew up good. and the entire internet blew up and say, "What have you done to Shake and say, "What have you done to Shake and say, "What have you done to Shake Shack?" And the staff hated making them Shack?" And the staff hated making them Shack?" And the staff hated making them and it was a mess and you had to clean and it was a mess and you had to clean and it was a mess and you had to clean things differently. Nothing good came of things differently. Nothing good came of things differently. Nothing good came of this shift except making a couple people this shift except making a couple people this shift except making a couple people in New York City happy because that's in New York City happy because that's in New York City happy because that's who they decided to listen to. And one who they decided to listen to. And one who they decided to listen to. And one day, Danny looked at this and said, day, Danny looked at this and said, day, Danny looked at this and said, "What is the purpose of the French fries "What is the purpose of the French fries "What is the purpose of the French fries at Shake Shack? Do the French fries at at Shake Shack? Do the French fries at at Shake Shack? Do the French fries at Shake Shack exist to help a non-C Shake Shack exist to help a non-C Shake Shack exist to help a non-C customer feel good about eating at a customer feel good about eating at a customer feel good about eating at a Danny Meyer restaurant or do the French Danny Meyer restaurant or do the French Danny Meyer restaurant or do the French fries at Shake Shack exist to further fries at Shake Shack exist to further fries at Shake Shack exist to further the story of what it is to come to Shake the story of what it is to come to Shake the story of what it is to come to Shake Shack? And they ripped everything out Shack? And they ripped everything out Shack? And they ripped everything out and they went back to the crinkle cut and they went back to the crinkle cut and they went back to the crinkle cut fries and the world rejoiced. profits fries and the world rejoiced. profits fries and the world rejoiced. profits went up, productivity went up, and they went up, productivity went up, and they went up, productivity went up, and they got back to what they were trying to do got back to what they were trying to do got back to what they were trying to do in the first place by forgiving and in the first place by forgiving and in the first place by forgiving and ignoring the people who needed to say, ignoring the people who needed to say, ignoring the people who needed to say, "You need fresh cut French fries."

"You need fresh cut French fries." "You need fresh cut French fries." Because that's what they stood for. But Because that's what they stood for. But Because that's what they stood for. But it wasn't what the business was for. it wasn't what the business was for. it wasn't what the business was for. >> This sounds like a business story, but >> This sounds like a business story, but >> This sounds like a business story, but actually, as you were saying it, I actually, as you were saying it, I actually, as you were saying it, I realized that it pertains to everybody's realized that it pertains to everybody's realized that it pertains to everybody's life listening right now because we're life listening right now because we're life listening right now because we're all serving a certain voice, all serving a certain voice, all serving a certain voice, >> right? And then the other thing that >> right? And then the other thing that >> right? And then the other thing that came to mind is I've just hired someone came to mind is I've just hired someone came to mind is I've just hired someone called Arada Pema who came from Amazon. called Arada Pema who came from Amazon. called Arada Pema who came from Amazon. She was leading products there, building She was leading products there, building She was leading products there, building AI products at AWS. She's now leading, AI products at AWS. She's now leading, AI products at AWS. She's now leading, she's our CIT, chief innovation and she's our CIT, chief innovation and she's our CIT, chief innovation and technology officer at Steven.com, my technology officer at Steven.com, my technology officer at Steven.com, my holding company. And one of the things holding company. And one of the things holding company. And one of the things she told me about Amazon is that they she told me about Amazon is that they she told me about Amazon is that they are just unbelievably obsessed in the are just unbelievably obsessed in the are just unbelievably obsessed in the customer. Every decision they make from customer. Every decision they make from customer. Every decision they make from a culture perspective is all about the a culture perspective is all about the a culture perspective is all about the customer. She even told me that Jeff customer. She even told me that Jeff customer. She even told me that Jeff Bezos in his meetings and still in the Bezos in his meetings and still in the Bezos in his meetings and still in the Amazon meetings today, they put an extra Amazon meetings today, they put an extra Amazon meetings today, they put an extra chair in every meeting that is empty to chair in every meeting that is empty to chair in every meeting that is empty to represent the customer because they want represent the customer because they want represent the customer because they want the customer to be in every meeting. And the customer to be in every meeting. And the customer to be in every meeting. And she told me how that anchors all of the she told me how that anchors all of the she told me how that anchors all of the decisions they make from a product decisions they make from a product decisions they make from a product perspective right back to the the person perspective right back to the the person perspective right back to the the person they're serving. I guess it kills the they're serving. I guess it kills the they're serving. I guess it kills the donkey thing you told me because they're donkey thing you told me because they're donkey thing you told me because they're not having to choose between serving the not having to choose between serving the not having to choose between serving the merchants or the customer. They are merchants or the customer. They are merchants or the customer. They are serving the customer. Sometimes she told serving the customer. Sometimes she told serving the customer. Sometimes she told me at the merchants's expense, but you me at the merchants's expense, but you me at the merchants's expense, but you have to be okay with that.

have to be okay with that. have to be okay with that. >> That's what she said to me. And I >> That's what she said to me. And I >> That's what she said to me. And I actually really stayed with me cuz now I actually really stayed with me cuz now I actually really stayed with me cuz now I always think about like who's the always think about like who's the always think about like who's the customer, who's the C. Even when I do customer, who's the C. Even when I do customer, who's the C. Even when I do this podcast, you hear me talking about this podcast, you hear me talking about this podcast, you hear me talking about personas. I'm talking about Dave the personas. I'm talking about Dave the personas. I'm talking about Dave the taxi driver and Jay, the mum. taxi driver and Jay, the mum. taxi driver and Jay, the mum. >> Exactly. >> Exactly. >> Exactly. >> That's who we're serving here. >> That's who we're serving here. >> That's who we're serving here. >> Yeah. And so I just need to put a small >> Yeah. And so I just need to put a small >> Yeah. And so I just need to put a small paper clip here. In the last two years, paper clip here. In the last two years, paper clip here. In the last two years, Amazon has lost their way about who Amazon has lost their way about who Amazon has lost their way about who they're serving. And Amazon made they're serving. And Amazon made they're serving. And Amazon made billions and billions of dollars last billions and billions of dollars last billions and billions of dollars last year selling ads that make Amazon search year selling ads that make Amazon search year selling ads that make Amazon search worse worse worse >> to people who want to interrupt what >> to people who want to interrupt what >> to people who want to interrupt what you're looking for to put their thing up you're looking for to put their thing up you're looking for to put their thing up on top. That doesn't serve the customer on top. That doesn't serve the customer on top. That doesn't serve the customer that serves a different kind of that serves a different kind of that serves a different kind of shareholder. But yes, the model of what shareholder. But yes, the model of what shareholder. But yes, the model of what Jeff built there from the way they hold Jeff built there from the way they hold Jeff built there from the way they hold their meetings, which is absolutely their meetings, which is absolutely their meetings, which is absolutely fascinating to what they chose to do fascinating to what they chose to do fascinating to what they chose to do about who it was for and who it wasn't about who it was for and who it wasn't about who it was for and who it wasn't for, were consistent about saying this for, were consistent about saying this for, were consistent about saying this is the problem we are here to solve. is the problem we are here to solve. is the problem we are here to solve. This is the purpose of this click. This This is the purpose of this click. This This is the purpose of this click. This is the purpose of this page. There's no is the purpose of this page. There's no is the purpose of this page. There's no doubt about what it's for. And so the doubt about what it's for. And so the doubt about what it's for. And so the meeting thing, most people who are meeting thing, most people who are meeting thing, most people who are listening to this go to meetings. And listening to this go to meetings. And listening to this go to meetings. And many people who have white collar jobs many people who have white collar jobs many people who have white collar jobs say the meetings are the worst part of say the meetings are the worst part of say the meetings are the worst part of their day. What is the meeting for? The their day. What is the meeting for? The their day. What is the meeting for? The typical meeting, if we're going to be typical meeting, if we're going to be typical meeting, if we're going to be honest, is to make the boss feel like honest, is to make the boss feel like honest, is to make the boss feel like you are listening to them and let the you are listening to them and let the you are listening to them and let the boss take attendance because it could boss take attendance because it could boss take attendance because it could probably be a memo. And if you're not probably be a memo. And if you're not probably be a memo. And if you're not sending a memo and you're having a sending a memo and you're having a sending a memo and you're having a meeting, let's be clear. Who's this for?

meeting, let's be clear. Who's this for? meeting, let's be clear. Who's this for? What's it for? What is the purpose of What's it for? What is the purpose of What's it for? What is the purpose of what we just did here with eight people what we just did here with eight people what we just did here with eight people just listening the whole time? Well, why just listening the whole time? Well, why just listening the whole time? Well, why didn't you just send them a video that didn't you just send them a video that didn't you just send them a video that they could watch at double speed? they could watch at double speed? they could watch at double speed? Meetings are a symptom. They're a Meetings are a symptom. They're a Meetings are a symptom. They're a symptom of whether the organization is symptom of whether the organization is symptom of whether the organization is entangled and stuck with unspoken rules entangled and stuck with unspoken rules entangled and stuck with unspoken rules about what we do around here. about what we do around here. about what we do around here. And we can see them everywhere we look. And we can see them everywhere we look. And we can see them everywhere we look. When in doubt, there are three things When in doubt, there are three things When in doubt, there are three things that drive people. that drive people. that drive people. fear, fear, fear, belonging or affiliation and status and belonging or affiliation and status and belonging or affiliation and status and we don't really understand what they we don't really understand what they we don't really understand what they mean. So first fear I call it the mean. So first fear I call it the mean. So first fear I call it the freedom from fear which is different. freedom from fear which is different. freedom from fear which is different. Freedom from fear is I don't want to do Freedom from fear is I don't want to do Freedom from fear is I don't want to do things that are going to make me feel things that are going to make me feel things that are going to make me feel nervous. I don't want to do things that nervous. I don't want to do things that nervous. I don't want to do things that I think I'm afraid of. That keeps people I think I'm afraid of. That keeps people I think I'm afraid of. That keeps people from doing a lot of things. That's from doing a lot of things. That's from doing a lot of things. That's resistance. resistance. resistance. Affiliation is you don't wear a tuxedo Affiliation is you don't wear a tuxedo Affiliation is you don't wear a tuxedo to a funeral because or a clown suit. No to a funeral because or a clown suit. No to a funeral because or a clown suit. No one's going to do that, so you're not one's going to do that, so you're not one's going to do that, so you're not going to do that. Fitting in. Who's to going to do that. Fitting in. Who's to going to do that. Fitting in. Who's to my left? Who's to my right? What's my left? Who's to my right? What's my left? Who's to my right? What's everybody else doing? And the third one, everybody else doing? And the third one, everybody else doing? And the third one, which is really misunderstood, is which is really misunderstood, is which is really misunderstood, is status. Status is simple. Who eats lunch status. Status is simple. Who eats lunch status. Status is simple. Who eats lunch first? When we get to the oasis, which first? When we get to the oasis, which first? When we get to the oasis, which animal gets the water first? Status animal gets the water first? Status animal gets the water first? Status isn't money, but it could be related to isn't money, but it could be related to isn't money, but it could be related to money. Status is just who's up and who's money. Status is just who's up and who's money. Status is just who's up and who's down. These three things keep dancing down. These three things keep dancing down. These three things keep dancing with each other about how people choose with each other about how people choose with each other about how people choose what kind of coat. or are they going to what kind of coat. or are they going to what kind of coat. or are they going to buy Patagonia or are they going to buy a buy Patagonia or are they going to buy a buy Patagonia or are they going to buy a cheaper knockoff? One of those things cheaper knockoff? One of those things cheaper knockoff? One of those things comes with a different kind of

comes with a different kind of comes with a different kind of affiliation and status than another one. affiliation and status than another one. affiliation and status than another one. But if we can look for this, we can But if we can look for this, we can But if we can look for this, we can start to decode start to decode start to decode that quiet butt that's been going on in that quiet butt that's been going on in that quiet butt that's been going on in our head. Name it, right? I want to get our head. Name it, right? I want to get our head. Name it, right? I want to get this car. Why? Because it's fast. No, this car. Why? Because it's fast. No, this car. Why? Because it's fast. No, you don't need to go fast. I want to get you don't need to go fast. I want to get you don't need to go fast. I want to get this car because that kid at the high this car because that kid at the high this car because that kid at the high school lunch table who said I was never school lunch table who said I was never school lunch table who said I was never going to amount to something, he could going to amount to something, he could going to amount to something, he could never afford this car. And every time I never afford this car. And every time I never afford this car. And every time I get in this car, I'm going to be able to get in this car, I'm going to be able to get in this car, I'm going to be able to tell myself a story that I'm not that tell myself a story that I'm not that tell myself a story that I'm not that kid from the lunch table anymore. That's kid from the lunch table anymore. That's kid from the lunch table anymore. That's why I want to get this car. Okay, now why I want to get this car. Okay, now why I want to get this car. Okay, now we're clear about what problem you're we're clear about what problem you're we're clear about what problem you're here to solve. here to solve. here to solve. Go for it. Go for it. Go for it. >> Really? >> Really? >> Really? >> Well, does it help you? Is that what you >> Well, does it help you? Is that what you >> Well, does it help you? Is that what you want to put your resources into? If that want to put your resources into? If that want to put your resources into? If that helps you, then it solved the problem. helps you, then it solved the problem. helps you, then it solved the problem. >> Do you think it is a worthy goal, a >> Do you think it is a worthy goal, a >> Do you think it is a worthy goal, a worthy reason? Well, it's not for me to worthy reason? Well, it's not for me to worthy reason? Well, it's not for me to decide this that high school leaves all decide this that high school leaves all decide this that high school leaves all sorts of tracks all over how we look at sorts of tracks all over how we look at sorts of tracks all over how we look at the world. My high school English the world. My high school English the world. My high school English teacher wrote in my yearbook, "You are teacher wrote in my yearbook, "You are teacher wrote in my yearbook, "You are the bane of my existence and you will the bane of my existence and you will the bane of my existence and you will never amount to anything."

never amount to anything." never amount to anything." And And And she was partially inest, but remembering she was partially inest, but remembering she was partially inest, but remembering that as I become a professional writer that as I become a professional writer that as I become a professional writer is fascinating. I dedicated like my is fascinating. I dedicated like my is fascinating. I dedicated like my ninth book to her and then I could let ninth book to her and then I could let ninth book to her and then I could let it go, right? And she and I had a it go, right? And she and I had a it go, right? And she and I had a wonderful lunch a couple years later. wonderful lunch a couple years later. wonderful lunch a couple years later. The point is we can't deny that these The point is we can't deny that these The point is we can't deny that these things are in our lives. None of us are things are in our lives. None of us are things are in our lives. None of us are living this optimized, fully optimized living this optimized, fully optimized living this optimized, fully optimized life. life. life. The reason you're going and taking those The reason you're going and taking those The reason you're going and taking those nutritional supplements, the reason nutritional supplements, the reason nutritional supplements, the reason you're listening to this thing about you're listening to this thing about you're listening to this thing about some shortcut of bio, whatever has some shortcut of bio, whatever has some shortcut of bio, whatever has nothing to do with you doing an actual nothing to do with you doing an actual nothing to do with you doing an actual analysis of all the best ways for you to analysis of all the best ways for you to analysis of all the best ways for you to be healthy. They have to do with feeling be healthy. They have to do with feeling be healthy. They have to do with feeling agency. They have to do with feeling a agency. They have to do with feeling a agency. They have to do with feeling a certain kind of affiliation with the certain kind of affiliation with the certain kind of affiliation with the crowd you're in. That's why we have crowd you're in. That's why we have crowd you're in. That's why we have cycles in medicine. It's not because cycles in medicine. It's not because cycles in medicine. It's not because medicine goes in and out of actual medicine goes in and out of actual medicine goes in and out of actual science fashion. It's cuz culture science fashion. It's cuz culture science fashion. It's cuz culture changes what we think is beautiful. changes what we think is beautiful. changes what we think is beautiful. Changes what we think we need to do to Changes what we think we need to do to Changes what we think we need to do to get our emotional needs met. I've got 60 get our emotional needs met. I've got 60 get our emotional needs met. I've got 60 seconds and I'm going to show you how seconds and I'm going to show you how seconds and I'm going to show you how much I can get done because of our much I can get done because of our much I can get done because of our sponsor called Whisper Flow. And for sponsor called Whisper Flow. And for sponsor called Whisper Flow. And for those of you that don't know what it is, those of you that don't know what it is, those of you that don't know what it is, it's a business I invested in that turns it's a business I invested in that turns it's a business I invested in that turns your speech into text in any app or your speech into text in any app or your speech into text in any app or device. I'm going to post into our Slack device. I'm going to post into our Slack device. I'm going to post into our Slack channel which rewards whichever team channel which rewards whichever team channel which rewards whichever team member conducted the most experiments member conducted the most experiments member conducted the most experiments this week. Hi everyone. Here is this this week. Hi everyone. Here is this this week. Hi everyone. Here is this week's experimentter of the week.

week's experimentter of the week. week's experimentter of the week. Congratulations to the Dire of SEO Congratulations to the Dire of SEO Congratulations to the Dire of SEO trailer team, which is Aunt, Liv, Dom, trailer team, which is Aunt, Liv, Dom, trailer team, which is Aunt, Liv, Dom, and Cam. You guys have one. Okay, now and Cam. You guys have one. Okay, now and Cam. You guys have one. Okay, now I'm going to open Gmail. So, here is one I'm going to open Gmail. So, here is one I'm going to open Gmail. So, here is one of our founders on an email chain that I of our founders on an email chain that I of our founders on an email chain that I want to connect my team with. All I have want to connect my team with. All I have want to connect my team with. All I have to say is add my team's emails, and to say is add my team's emails, and to say is add my team's emails, and Whisper will do exactly that. Now, a Whisper will do exactly that. Now, a Whisper will do exactly that. Now, a quick message to Juan, who does my quick message to Juan, who does my quick message to Juan, who does my schedule every single week. Hey, Juan, schedule every single week. Hey, Juan, schedule every single week. Hey, Juan, can I record on Wednesday at 2? can I record on Wednesday at 2? can I record on Wednesday at 2? Actually, no. Do you know what? Let's Actually, no. Do you know what? Let's Actually, no. Do you know what? Let's record at 3 p.m. on Wednesday. Whisper record at 3 p.m. on Wednesday. Whisper record at 3 p.m. on Wednesday. Whisper Flow is four times faster than typing, Flow is four times faster than typing, Flow is four times faster than typing, and it is incredibly easy to use. So, if and it is incredibly easy to use. So, if and it is incredibly easy to use. So, if you want to give it a go, all you have you want to give it a go, all you have you want to give it a go, all you have to do is head to whisperflow.ai/stephven to do is head to whisperflow.ai/stephven to do is head to whisperflow.ai/stephven to download it today. I've spent the to download it today. I've spent the to download it today. I've spent the last decade building and investing in last decade building and investing in last decade building and investing in companies. And so often the conversation companies. And so often the conversation companies. And so often the conversation around marketing budgets follows the around marketing budgets follows the around marketing budgets follows the exact same pattern. The budget gets exact same pattern. The budget gets exact same pattern. The budget gets approved, but then the results don't approved, but then the results don't approved, but then the results don't come back. And most of the time, the come back. And most of the time, the come back. And most of the time, the creative pitch and the offer is fine. creative pitch and the offer is fine. creative pitch and the offer is fine. The problem lies with the audience. Ads The problem lies with the audience. Ads The problem lies with the audience. Ads reach people who will never buy or reach people who will never buy or reach people who will never buy or refer, nor do they have the power to refer, nor do they have the power to refer, nor do they have the power to sign off anything at all. And this is sign off anything at all. And this is sign off anything at all. And this is why so much budget gets wasted. LinkedIn why so much budget gets wasted. LinkedIn why so much budget gets wasted. LinkedIn Ads, who are sponsor of this podcast, Ads, who are sponsor of this podcast, Ads, who are sponsor of this podcast, lets you reach them specifically by job lets you reach them specifically by job lets you reach them specifically by job title, seniority, company size, title, seniority, company size, title, seniority, company size, industry, the skills that they have, and industry, the skills that they have, and industry, the skills that they have, and much more. You're no longer hoping your much more. You're no longer hoping your much more. You're no longer hoping your ad reaches the right person. Instead, ad reaches the right person. Instead, ad reaches the right person. Instead, you're defining exactly who sees it. And you're defining exactly who sees it. And you're defining exactly who sees it. And LinkedIn Ads drives the highest B2B LinkedIn Ads drives the highest B2B LinkedIn Ads drives the highest B2B return on ad spend across all major ad return on ad spend across all major ad return on ad spend across all major ad networks. Give them a try at networks. Give them a try at networks. Give them a try at linkedin.com/diary.

linkedin.com/diary. linkedin.com/diary. And if you spend $250 on your first And if you spend $250 on your first And if you spend $250 on your first campaign, you'll get a $250 credit for campaign, you'll get a $250 credit for campaign, you'll get a $250 credit for your next one just by going to your next one just by going to your next one just by going to linkedin.com/diary. linkedin.com/diary. linkedin.com/diary. Keep this to yourself. Terms and Keep this to yourself. Terms and Keep this to yourself. Terms and conditions apply. I think I asked this conditions apply. I think I asked this conditions apply. I think I asked this as well because yes, you can serve my as well because yes, you can serve my as well because yes, you can serve my parents expectations because they're parents expectations because they're parents expectations because they're immigrants and they want me to be immigrants and they want me to be immigrants and they want me to be doctor, lawyer, scientist, whatever. Or doctor, lawyer, scientist, whatever. Or doctor, lawyer, scientist, whatever. Or I could serve my kids who want me to be I could serve my kids who want me to be I could serve my kids who want me to be a great dad. Or I could serve my a great dad. Or I could serve my a great dad. Or I could serve my playground trauma who wants to get the playground trauma who wants to get the playground trauma who wants to get the kid back who said I was never going to kid back who said I was never going to kid back who said I was never going to be anything. be anything. be anything. >> Exactly. >> Exactly. >> Exactly. >> Are any of these voices more worthy than >> Are any of these voices more worthy than >> Are any of these voices more worthy than the other? Is there a particular voice the other? Is there a particular voice the other? Is there a particular voice we should really orientate ourselves we should really orientate ourselves we should really orientate ourselves around? And the other thing I've really around? And the other thing I've really around? And the other thing I've really now sort of internalized is I'm going to now sort of internalized is I'm going to now sort of internalized is I'm going to have to say no to the other voices. have to say no to the other voices. have to say no to the other voices. Yeah. Yeah. Yeah. >> I can't transerve them all or else I'll >> I can't transerve them all or else I'll >> I can't transerve them all or else I'll be the donkey stuck in the middle of the be the donkey stuck in the middle of the be the donkey stuck in the middle of the water and the carrot. water and the carrot. water and the carrot. >> I love this. I wish I put this in the >> I love this. I wish I put this in the >> I love this. I wish I put this in the book. This is exactly correct that we're book. This is exactly correct that we're book. This is exactly correct that we're going to have to forgive some of these going to have to forgive some of these going to have to forgive some of these voices. So there are three basic things voices. So there are three basic things voices. So there are three basic things that get us hung up. There are time that get us hung up. There are time that get us hung up. There are time entanglements which is today is not entanglements which is today is not entanglements which is today is not yesterday and today is not tomorrow.

yesterday and today is not tomorrow. yesterday and today is not tomorrow. Today is right now. There are social Today is right now. There are social Today is right now. There are social community entanglements. What will this community entanglements. What will this community entanglements. What will this person think of me? What will that person think of me? What will that person think of me? What will that person think of me? And then there are person think of me? And then there are person think of me? And then there are the entanglements we have with our the entanglements we have with our the entanglements we have with our vision of ourselves. when I look in the vision of ourselves. when I look in the vision of ourselves. when I look in the mirror, if this works, what will I think mirror, if this works, what will I think mirror, if this works, what will I think of myself? If this doesn't work, what of myself? If this doesn't work, what of myself? If this doesn't work, what will I think of myself? And all three of will I think of myself? And all three of will I think of myself? And all three of them get in the way of announcing a them get in the way of announcing a them get in the way of announcing a purpose and then going to solve that purpose and then going to solve that purpose and then going to solve that problem because we say to ourselves, problem because we say to ourselves, problem because we say to ourselves, well, I want to work to help the poor, well, I want to work to help the poor, well, I want to work to help the poor, but I can't get a job at a really fancy but I can't get a job at a really fancy but I can't get a job at a really fancy nonprofit. And if I get a job at a less nonprofit. And if I get a job at a less nonprofit. And if I get a job at a less fancy nonprofit, then what will my fancy nonprofit, then what will my fancy nonprofit, then what will my parents think? Oh, all of that's going parents think? Oh, all of that's going parents think? Oh, all of that's going on. We have to acknowledge that, right? on. We have to acknowledge that, right? on. We have to acknowledge that, right? We say, "I went to law school for three We say, "I went to law school for three We say, "I went to law school for three years. I didn't like it. I practiced law years. I didn't like it. I practiced law years. I didn't like it. I practiced law for five years. I hated it. Do I want to for five years. I hated it. Do I want to for five years. I hated it. Do I want to spend the next 40 years of my life being spend the next 40 years of my life being spend the next 40 years of my life being a lawyer? Because I've tried it fully a lawyer? Because I've tried it fully a lawyer? Because I've tried it fully out." We can't quit because then we out." We can't quit because then we out." We can't quit because then we would have to explain to our former would have to explain to our former would have to explain to our former self, why did they pay this big price to self, why did they pay this big price to self, why did they pay this big price to get me this fancy gift and I'm ignoring get me this fancy gift and I'm ignoring get me this fancy gift and I'm ignoring it? Sunk costs keep us trapped. And what it? Sunk costs keep us trapped. And what it? Sunk costs keep us trapped. And what we can do is realize that's a gift from we can do is realize that's a gift from we can do is realize that's a gift from our former self. And like all gifts, you our former self. And like all gifts, you our former self. And like all gifts, you don't have to accept it. If someone don't have to accept it. If someone don't have to accept it. If someone shows up and offers you a Vietnamese pot shows up and offers you a Vietnamese pot shows up and offers you a Vietnamese pot belly pig to take care of, you can say, belly pig to take care of, you can say, belly pig to take care of, you can say, "No, thank you. I don't want to accept "No, thank you. I don't want to accept "No, thank you. I don't want to accept your gift." That law degree is a gift.

your gift." That law degree is a gift. your gift." That law degree is a gift. But you don't have to accept it now. Now But you don't have to accept it now. Now But you don't have to accept it now. Now that you know what you know, you can that you know what you know, you can that you know what you know, you can make a different decision about the make a different decision about the make a different decision about the purpose of your work. And if it's not purpose of your work. And if it's not purpose of your work. And if it's not helping you achieve the purpose of your helping you achieve the purpose of your helping you achieve the purpose of your work, you can forgive it, say, "Thank work, you can forgive it, say, "Thank work, you can forgive it, say, "Thank you very much and untie the knot." you very much and untie the knot." you very much and untie the knot." I think that point around sunk cost is I think that point around sunk cost is I think that point around sunk cost is an important one to really um double an important one to really um double an important one to really um double click on because when I learned about click on because when I learned about click on because when I learned about the idea of sunk cost, it completely the idea of sunk cost, it completely the idea of sunk cost, it completely changed me as an investor. changed me as an investor. changed me as an investor. >> It was actually my brother my brother's >> It was actually my brother my brother's >> It was actually my brother my brother's been working in like investment banking been working in like investment banking been working in like investment banking for like 15 years now works in my for like 15 years now works in my for like 15 years now works in my company. And he explained to me one day company. And he explained to me one day company. And he explained to me one day early in my career. He goes, "Stephen, early in my career. He goes, "Stephen, early in my career. He goes, "Stephen, it was a a stock I had. I was an it was a a stock I had. I was an it was a a stock I had. I was an investor in a particular stock and the investor in a particular stock and the investor in a particular stock and the stock was doing terribly. The company stock was doing terribly. The company stock was doing terribly. The company was doing terribly, but I didn't want to was doing terribly, but I didn't want to was doing terribly, but I didn't want to sell it." sell it." sell it." >> Right. >> Right. >> Right. >> Because I had invested at a higher >> Because I had invested at a higher >> Because I had invested at a higher price. price. price. >> Correct. And then he sent me the >> Correct. And then he sent me the >> Correct. And then he sent me the psychology of money book and a few other psychology of money book and a few other psychology of money book and a few other papers and said this is what sunk cost papers and said this is what sunk cost papers and said this is what sunk cost bias is and it'll ruin your life if you bias is and it'll ruin your life if you bias is and it'll ruin your life if you don't realize what it is. don't realize what it is. don't realize what it is. >> Yeah. And it's in everything we do. So >> Yeah. And it's in everything we do. So >> Yeah. And it's in everything we do. So there's the new parking apps let you there's the new parking apps let you there's the new parking apps let you find a parking garage near where you're find a parking garage near where you're find a parking garage near where you're going and pay in advance. going and pay in advance. going and pay in advance. >> So when I come into the city sometimes >> So when I come into the city sometimes >> So when I come into the city sometimes I'll do this. So I've got a $35 I'll do this. So I've got a $35 I'll do this. So I've got a $35 ticket to go park at this lot starting ticket to go park at this lot starting ticket to go park at this lot starting in five minutes. I'm driving in and I in five minutes. I'm driving in and I in five minutes. I'm driving in and I pass a free space on the street. Should pass a free space on the street. Should pass a free space on the street. Should I take it?

I take it? I take it? So, the advantage of the free space, of So, the advantage of the free space, of So, the advantage of the free space, of course, is you can leave when you want course, is you can leave when you want course, is you can leave when you want to leave and you don't have to engage to leave and you don't have to engage to leave and you don't have to engage and it does it saves you five or 10 and it does it saves you five or 10 and it does it saves you five or 10 minutes. But if I take the free space, minutes. But if I take the free space, minutes. But if I take the free space, I'm wasting the money I just paid for I'm wasting the money I just paid for I'm wasting the money I just paid for that parking garage and it still goes that parking garage and it still goes that parking garage and it still goes off in my head that well, yeah, off in my head that well, yeah, off in my head that well, yeah, obviously you take the free space obviously you take the free space obviously you take the free space because the money you paid is already because the money you paid is already because the money you paid is already gone. gone. gone. >> That's a that ticket is a gift from your >> That's a that ticket is a gift from your >> That's a that ticket is a gift from your former self. Knowing what you know now, former self. Knowing what you know now, former self. Knowing what you know now, would you take this job? Knowing what would you take this job? Knowing what would you take this job? Knowing what you would know now, would you take this you would know now, would you take this you would know now, would you take this parking space? And if the answer is yes, parking space? And if the answer is yes, parking space? And if the answer is yes, then you can forgive what got you here then you can forgive what got you here then you can forgive what got you here because serving the old you, the old because serving the old you, the old because serving the old you, the old you's gone. you's gone. you's gone. >> D, I was thinking about relationships as >> D, I was thinking about relationships as >> D, I was thinking about relationships as well. well. well. >> Yeah. Now, if you're the kind of person >> Yeah. Now, if you're the kind of person >> Yeah. Now, if you're the kind of person that leaves a relationship every 3 weeks that leaves a relationship every 3 weeks that leaves a relationship every 3 weeks because you're ignoring some cost, then because you're ignoring some cost, then because you're ignoring some cost, then you're never going to have a you're never going to have a you're never going to have a relationship. repeating the process has relationship. repeating the process has relationship. repeating the process has costs to you because it develops these costs to you because it develops these costs to you because it develops these patterns. That's not the kind of sunk patterns. That's not the kind of sunk patterns. That's not the kind of sunk cost I'm talking about. But yes, when cost I'm talking about. But yes, when cost I'm talking about. But yes, when you meet somebody who has decided to end you meet somebody who has decided to end you meet somebody who has decided to end a relationship, a relationship, a relationship, the healthy thing for them to do is to the healthy thing for them to do is to the healthy thing for them to do is to say that relationship was then I made say that relationship was then I made say that relationship was then I made all the right decisions based on who I all the right decisions based on who I all the right decisions based on who I was then, based on who they were then.

was then, based on who they were then. was then, based on who they were then. But we are not those people anymore. So But we are not those people anymore. So But we are not those people anymore. So based on who we are now, do we want to based on who we are now, do we want to based on who we are now, do we want to recommmit to this, will it pay off in recommmit to this, will it pay off in recommmit to this, will it pay off in the future? And if the answer is no, it the future? And if the answer is no, it the future? And if the answer is no, it will not pay off in the future, you've will not pay off in the future, you've will not pay off in the future, you've already answered the question. It already answered the question. It already answered the question. It reminds me of Daniel Coleman's work on reminds me of Daniel Coleman's work on reminds me of Daniel Coleman's work on loss aversion. loss aversion. loss aversion. >> Mhm. >> Mhm. >> Mhm. >> And I think this is an important thing >> And I think this is an important thing >> And I think this is an important thing to explain because when you realize to explain because when you realize to explain because when you realize what's actually going on in your head what's actually going on in your head what's actually going on in your head and why people don't like to lose and why people don't like to lose and why people don't like to lose things, you can spot it when it's things, you can spot it when it's things, you can spot it when it's happening to you. happening to you. happening to you. >> Right? >> Right? >> Right? >> I read this study that showed if you >> I read this study that showed if you >> I read this study that showed if you lose £10 in the street, falls out my lose £10 in the street, falls out my lose £10 in the street, falls out my pocket. If I then fi find 10 pounds, it pocket. If I then fi find 10 pounds, it pocket. If I then fi find 10 pounds, it doesn't make up for the 10 pounds I just doesn't make up for the 10 pounds I just doesn't make up for the 10 pounds I just lost. I'd have to find 20 pounds to feel lost. I'd have to find 20 pounds to feel lost. I'd have to find 20 pounds to feel um the pleasure sufficient to the pain um the pleasure sufficient to the pain um the pleasure sufficient to the pain that I experienced from losing the 10. that I experienced from losing the 10. that I experienced from losing the 10. >> Humans don't like to lose things. And >> Humans don't like to lose things. And >> Humans don't like to lose things. And when I I I remember searching what's when I I I remember searching what's when I I I remember searching what's like the evolutionary reason for this like the evolutionary reason for this like the evolutionary reason for this and it it came to say that once upon a and it it came to say that once upon a and it it came to say that once upon a time in our evolutionary past again this time in our evolutionary past again this time in our evolutionary past again this is a hypothesis when we had a meal in is a hypothesis when we had a meal in is a hypothesis when we had a meal in front of us going in pursuit of another front of us going in pursuit of another front of us going in pursuit of another meal that would risk the one we current meal that would risk the one we current meal that would risk the one we current have was a terrible decision to make.

have was a terrible decision to make. have was a terrible decision to make. >> So actually this whole you know we're >> So actually this whole you know we're >> So actually this whole you know we're designed to be sufficiently satisfied designed to be sufficiently satisfied designed to be sufficiently satisfied with what we have versus the pursuit of with what we have versus the pursuit of with what we have versus the pursuit of surplus. surplus. surplus. >> Yeah. >> Yeah. >> Yeah. >> So we want to protect what we currently >> So we want to protect what we currently >> So we want to protect what we currently have. That was a survival um advantage. have. That was a survival um advantage. have. That was a survival um advantage. >> No, absolutely. And we don't have to >> No, absolutely. And we don't have to >> No, absolutely. And we don't have to look in evolution. We look at wild look in evolution. We look at wild look in evolution. We look at wild animals today. Wild animals are wild. animals today. Wild animals are wild. animals today. Wild animals are wild. They hate change. Change never helped a They hate change. Change never helped a They hate change. Change never helped a species move forward because it species move forward because it species move forward because it represents a threat. And what we built represents a threat. And what we built represents a threat. And what we built as humans is a culture where change is as humans is a culture where change is as humans is a culture where change is happening faster and faster and faster. happening faster and faster and faster. happening faster and faster and faster. By the time we're done with this By the time we're done with this By the time we're done with this conversation, some AI company will have conversation, some AI company will have conversation, some AI company will have launched a new frontier model. Boom. And launched a new frontier model. Boom. And launched a new frontier model. Boom. And we can look at this and say, "Where can we can look at this and say, "Where can we can look at this and say, "Where can I go hide? How can I get back to being a I go hide? How can I get back to being a I go hide? How can I get back to being a wild animal that's in in this one place wild animal that's in in this one place wild animal that's in in this one place where nothing changes?" Or we can decide where nothing changes?" Or we can decide where nothing changes?" Or we can decide to get back to the purpose of what are to get back to the purpose of what are to get back to the purpose of what are we trying to do right now. Ignore the we trying to do right now. Ignore the we trying to do right now. Ignore the stuff that's not relevant to it. Seek stuff that's not relevant to it. Seek stuff that's not relevant to it. Seek out the stuff that helps us make the out the stuff that helps us make the out the stuff that helps us make the change we seek to make and get back to change we seek to make and get back to change we seek to make and get back to work. So, we need to decide where we're work. So, we need to decide where we're work. So, we need to decide where we're going to put our attention because our going to put our attention because our going to put our attention because our attention is something we can never get attention is something we can never get attention is something we can never get back.

back. back. >> You talked as well about systems, the >> You talked as well about systems, the >> You talked as well about systems, the systems we're like held in place with. systems we're like held in place with. systems we're like held in place with. One of the things that I've seen in your One of the things that I've seen in your One of the things that I've seen in your work is this idea of picking yourself work is this idea of picking yourself work is this idea of picking yourself because I guess we're wired to to because I guess we're wired to to because I guess we're wired to to believe that there are still believe that there are still believe that there are still gatekeepers, but those gatekeepers have gatekeepers, but those gatekeepers have gatekeepers, but those gatekeepers have increasingly vanished. I mean, the fact increasingly vanished. I mean, the fact increasingly vanished. I mean, the fact that I can start this podcast and people that I can start this podcast and people that I can start this podcast and people listen, I think is evidence of the fact listen, I think is evidence of the fact listen, I think is evidence of the fact that you no longer need gatekeepers. Do that you no longer need gatekeepers. Do that you no longer need gatekeepers. Do you know a funny story that I've never you know a funny story that I've never you know a funny story that I've never told is [laughter] I um I went for an interview with LBC, I um I went for an interview with LBC, which is a UK radio station before I which is a UK radio station before I which is a UK radio station before I took this podcast seriously. I went took this podcast seriously. I went took this podcast seriously. I went there, I did my 2-hour audition, sat there, I did my 2-hour audition, sat there, I did my 2-hour audition, sat there in the chair, people pretended to there in the chair, people pretended to there in the chair, people pretended to phone in. It was just staff LBC, phone in. It was just staff LBC, phone in. It was just staff LBC, >> right? >> right? >> right? >> And um I left. I was like quite nervous, >> And um I left. I was like quite nervous, >> And um I left. I was like quite nervous, etc. I thought I did a good job, but I etc. I thought I did a good job, but I etc. I thought I did a good job, but I was a little bit nervous, unsure about was a little bit nervous, unsure about was a little bit nervous, unsure about what they might say. And I never heard what they might say. And I never heard what they might say. And I never heard back. They never gave me feedback. They back. They never gave me feedback. They back. They never gave me feedback. They never told me if I was good or if I was never told me if I was good or if I was never told me if I was good or if I was bad. So, I started this podcast um on bad. So, I started this podcast um on bad. So, I started this podcast um on YouTube in my kitchen [laughter] YouTube in my kitchen [laughter] YouTube in my kitchen [laughter] because I never heard back from LBC. And because I never heard back from LBC. And because I never heard back from LBC. And it just goes to show actually you don't it just goes to show actually you don't it just goes to show actually you don't need need need >> massive company to give you permission >> massive company to give you permission >> massive company to give you permission to start a platform. You can just do to start a platform. You can just do to start a platform. You can just do things in this modern world. And this is things in this modern world. And this is things in this modern world. And this is kind of dubtales into your idea of kind of dubtales into your idea of kind of dubtales into your idea of picking yourself.

picking yourself. picking yourself. >> Yeah. So, let's talk about systems first >> Yeah. So, let's talk about systems first >> Yeah. So, let's talk about systems first and then we'll come back to picking and then we'll come back to picking and then we'll come back to picking yourself. yourself. yourself. >> Okay. >> Okay. >> Okay. >> People get a little glassy when you talk >> People get a little glassy when you talk >> People get a little glassy when you talk about systems. So, let me try to make it about systems. So, let me try to make it about systems. So, let me try to make it really simple. really simple. really simple. When you get in a car here, you drive on When you get in a car here, you drive on When you get in a car here, you drive on the right side of the road. When you get the right side of the road. When you get the right side of the road. When you get back to the UK, you drive on the left back to the UK, you drive on the left back to the UK, you drive on the left side of the road. Why? Because it's way side of the road. Why? Because it's way side of the road. Why? Because it's way more efficient to drive on the same side more efficient to drive on the same side more efficient to drive on the same side of the road as everybody else. We have a of the road as everybody else. We have a of the road as everybody else. We have a system that says if you're going to system that says if you're going to system that says if you're going to drive in the United States, drive on the drive in the United States, drive on the drive in the United States, drive on the right side of the road. Systems start to right side of the road. Systems start to right side of the road. Systems start to get a little bit more complicated. The get a little bit more complicated. The get a little bit more complicated. The college industrial complex is a system college industrial complex is a system college industrial complex is a system that starts in first grade that includes that starts in first grade that includes that starts in first grade that includes things like the SATs and the stickers things like the SATs and the stickers things like the SATs and the stickers and the football teams and the dorms. and the football teams and the dorms. and the football teams and the dorms. And it's a 400-year-old system that we And it's a 400-year-old system that we And it's a 400-year-old system that we got into because it works. It works for got into because it works. It works for got into because it works. It works for most people most of the time. It's an most people most of the time. It's an most people most of the time. It's an easy way to look at a resume, see one easy way to look at a resume, see one easy way to look at a resume, see one word, and decide if you want to word, and decide if you want to word, and decide if you want to interview somebody or not. So, the interview somebody or not. So, the interview somebody or not. So, the system that people my age grew up in is system that people my age grew up in is system that people my age grew up in is you would do as well as you could in you would do as well as you could in you would do as well as you could in high school, and a college would pick high school, and a college would pick high school, and a college would pick you. And then you do as well as you you. And then you do as well as you you. And then you do as well as you could in college, and then a company could in college, and then a company could in college, and then a company would pick you. and you would do as well would pick you. and you would do as well would pick you. and you would do as well as you could at the company and then as you could at the company and then as you could at the company and then they would pick you and you get a they would pick you and you get a they would pick you and you get a promotion and then you would die. And so promotion and then you would die. And so promotion and then you would die. And so we indoctrinated billions of people we indoctrinated billions of people we indoctrinated billions of people around the world. Please wait to get around the world. Please wait to get around the world. Please wait to get picked. Here are all the rules and if picked. Here are all the rules and if picked. Here are all the rules and if you follow all the rules you might get you follow all the rules you might get you follow all the rules you might get picked. Turns out it was rigged. Some picked. Turns out it was rigged. Some picked. Turns out it was rigged. Some people got picked unfairly. But that's people got picked unfairly. But that's people got picked unfairly. But that's what we got brainwashed. And we still what we got brainwashed. And we still what we got brainwashed. And we still teach our kids this.

teach our kids this. teach our kids this. >> And then all of a sudden starting, you >> And then all of a sudden starting, you >> And then all of a sudden starting, you know, in the 90s we said, "Here's a know, in the 90s we said, "Here's a know, in the 90s we said, "Here's a microphone. Here's a video camera. microphone. Here's a video camera. microphone. Here's a video camera. Here's a typewriter. Pick yourself. Here's a typewriter. Pick yourself. Here's a typewriter. Pick yourself. And now it's extended to here's an AI. And now it's extended to here's an AI. And now it's extended to here's an AI. You can start a company by tomorrow. You You can start a company by tomorrow. You You can start a company by tomorrow. You could build a complicated website by could build a complicated website by could build a complicated website by Friday. Friday. Friday. Wait, I'm waiting for someone to tell me Wait, I'm waiting for someone to tell me Wait, I'm waiting for someone to tell me I should go do that. No one's going to I should go do that. No one's going to I should go do that. No one's going to call. It's $20 a month. You can probably call. It's $20 a month. You can probably call. It's $20 a month. You can probably get it for free at your library. What get it for free at your library. What get it for free at your library. What are you going to do? And when we put are you going to do? And when we put are you going to do? And when we put ourselves on the hook, it's super scary ourselves on the hook, it's super scary ourselves on the hook, it's super scary because does that mean I'm responsible because does that mean I'm responsible because does that mean I'm responsible for every kid on Canoe Lake who needs a for every kid on Canoe Lake who needs a for every kid on Canoe Lake who needs a lifeguard and I'm responsible for every lifeguard and I'm responsible for every lifeguard and I'm responsible for every kid who might suffer from river kid who might suffer from river kid who might suffer from river blindness and I'm responsible for this? blindness and I'm responsible for this? blindness and I'm responsible for this? I'm responsible I'm responsible I'm responsible for nobody. I'm a victim. But we have for nobody. I'm a victim. But we have for nobody. I'm a victim. But we have the chance to say, I pick myself to the chance to say, I pick myself to the chance to say, I pick myself to solve this problem. I'm on the hook to solve this problem. I'm on the hook to solve this problem. I'm on the hook to help these people. I'm going to use help these people. I'm going to use help these people. I'm going to use whatever tools I can to pick myself to whatever tools I can to pick myself to whatever tools I can to pick myself to make a thing better. Turns out that's make a thing better. Turns out that's make a thing better. Turns out that's generative. If you get a little good at generative. If you get a little good at generative. If you get a little good at it, lots of people will ask you to do it it, lots of people will ask you to do it it, lots of people will ask you to do it again. When you give away credit and again. When you give away credit and again. When you give away credit and take responsibility, lots of people will take responsibility, lots of people will take responsibility, lots of people will ask you to do it again.

ask you to do it again. ask you to do it again. Sometimes we tell ourselves that we're Sometimes we tell ourselves that we're Sometimes we tell ourselves that we're waiting to be picked because it's a nice waiting to be picked because it's a nice waiting to be picked because it's a nice excuse for resistance. excuse for resistance. excuse for resistance. >> Mhm. >> Mhm. >> Mhm. >> We live in a permission seeking state >> We live in a permission seeking state >> We live in a permission seeking state because it's a good shield. because it's a good shield. because it's a good shield. >> Yeah. to avoid this thing you were >> Yeah. to avoid this thing you were >> Yeah. to avoid this thing you were talking about which is the freedom from talking about which is the freedom from talking about which is the freedom from fear. fear. fear. >> Yeah. I mean the entire New York City >> Yeah. I mean the entire New York City >> Yeah. I mean the entire New York City book publishing industry is based on the book publishing industry is based on the book publishing industry is based on the author gets to say well they picked me author gets to say well they picked me author gets to say well they picked me to write the book and then I got to go to write the book and then I got to go to write the book and then I got to go promote the book because I promised I promote the book because I promised I promote the book because I promised I would promote the book. The the book would promote the book. The the book would promote the book. The the book isn't there because I wanted the book to isn't there because I wanted the book to isn't there because I wanted the book to be there. They asked me to write this be there. They asked me to write this be there. They asked me to write this book. And as soon as you can publish book. And as soon as you can publish book. And as soon as you can publish your own book, as soon as you can start your own book, as soon as you can start your own book, as soon as you can start your own YouTube channel, you don't get your own YouTube channel, you don't get your own YouTube channel, you don't get to you don't get to say great news to you don't get to say great news to you don't get to say great news YouTube call. They want me to start YouTube call. They want me to start YouTube call. They want me to start putting things on YouTube. And that's putting things on YouTube. And that's putting things on YouTube. And that's why why why the number of people you would think the number of people you would think the number of people you would think would go ahead and use this tool isn't would go ahead and use this tool isn't would go ahead and use this tool isn't as big as it could be because again, as big as it could be because again, as big as it could be because again, it's one thing to ask a teenager to be it's one thing to ask a teenager to be it's one thing to ask a teenager to be on Tik Tok. They're just entertaining on Tik Tok. They're just entertaining on Tik Tok. They're just entertaining themselves. They don't see themselves as themselves. They don't see themselves as themselves. They don't see themselves as a Tik Tocker.

a Tik Tocker. a Tik Tocker. >> To see yourself as somebody I picked >> To see yourself as somebody I picked >> To see yourself as somebody I picked myself. I am saying this and I'm myself. I am saying this and I'm myself. I am saying this and I'm responsible. responsible. responsible. That's hard. No one taught us to do That's hard. No one taught us to do That's hard. No one taught us to do that. that. that. It's kind of like the LBC thing. I was It's kind of like the LBC thing. I was It's kind of like the LBC thing. I was waiting for LBC to pick me. And waiting for LBC to pick me. And waiting for LBC to pick me. And >> I think once this podcast comes out, >> I think once this podcast comes out, >> I think once this podcast comes out, they're going to call you and you got a they're going to call you and you got a they're going to call you and you got a big decision to make cuz it's steady, big decision to make cuz it's steady, big decision to make cuz it's steady, Stephen. [laughter] They they they'll Stephen. [laughter] They they they'll Stephen. [laughter] They they they'll give you like health insurance, the give you like health insurance, the give you like health insurance, the whole thing. whole thing. whole thing. >> I still love LBC, by the way. I still >> I still love LBC, by the way. I still >> I still love LBC, by the way. I still watch LBC. So, but um I'm probably too watch LBC. So, but um I'm probably too watch LBC. So, but um I'm probably too busy now to do LBC. One of the the the busy now to do LBC. One of the the the busy now to do LBC. One of the the the sort of adjacent points here is how do I sort of adjacent points here is how do I sort of adjacent points here is how do I know if I'm delusional? know if I'm delusional? know if I'm delusional? >> Right? I I always think this because a >> Right? I I always think this because a >> Right? I I always think this because a lot of the advice we give people around lot of the advice we give people around lot of the advice we give people around like getting going and starting and like getting going and starting and like getting going and starting and pursuing the thing they want to pursue pursuing the thing they want to pursue pursuing the thing they want to pursue doesn't necessarily always come with the doesn't necessarily always come with the doesn't necessarily always come with the nuance that actually like I can't nuance that actually like I can't nuance that actually like I can't actually be an NBA player. actually be an NBA player. actually be an NBA player. >> Correct. >> Correct. >> Correct. >> But h how do I know because all the >> But h how do I know because all the >> But h how do I know because all the advice is just go for it, pick yourself, advice is just go for it, pick yourself, advice is just go for it, pick yourself, etc. But etc. But etc. But >> yeah, that's not my >> yeah, that's not my >> yeah, that's not my >> have the talent. >> have the talent. >> have the talent. >> I'm so glad you brought this up. That's >> I'm so glad you brought this up. That's >> I'm so glad you brought this up. That's not my advice. You probably are not my advice. You probably are not my advice. You probably are delusional if you're picking something delusional if you're picking something delusional if you're picking something that's super fun that involves skipping that's super fun that involves skipping that's super fun that involves skipping lots of intermediate steps and it ends lots of intermediate steps and it ends lots of intermediate steps and it ends with a happy ending where you're famous.

with a happy ending where you're famous. with a happy ending where you're famous. The chances of winning that lottery are The chances of winning that lottery are The chances of winning that lottery are very very low. So people come to me and very very low. So people come to me and very very low. So people come to me and say, "I got this great book. Will you say, "I got this great book. Will you say, "I got this great book. Will you help me get a career as a novelist?" And help me get a career as a novelist?" And help me get a career as a novelist?" And the answer is super easy. Take your the answer is super easy. Take your the answer is super easy. Take your novel. It was really hard for you to novel. It was really hard for you to novel. It was really hard for you to write. I get that. Make it into a nicely write. I get that. Make it into a nicely write. I get that. Make it into a nicely formatted PDF. Cost you nothing. email formatted PDF. Cost you nothing. email formatted PDF. Cost you nothing. email it to 20 people. If they send it to it to 20 people. If they send it to it to 20 people. If they send it to other people and it spreads, someone's other people and it spreads, someone's other people and it spreads, someone's going to call you and hire you to write going to call you and hire you to write going to call you and hire you to write your next novel. If it doesn't spread, your next novel. If it doesn't spread, your next novel. If it doesn't spread, write a better novel. write a better novel. write a better novel. But don't start running around saying, But don't start running around saying, But don't start running around saying, "I'm a novelist and I deserve to get "I'm a novelist and I deserve to get "I'm a novelist and I deserve to get picked and have a big advance." The picked and have a big advance." The picked and have a big advance." The heartbreak of someone who is delusional heartbreak of someone who is delusional heartbreak of someone who is delusional is they insist that the world owes them is they insist that the world owes them is they insist that the world owes them because they worked so hard on X, Y, or because they worked so hard on X, Y, or because they worked so hard on X, Y, or Z or that they have found some secret Z or that they have found some secret Z or that they have found some secret transcript that if anyone else transcript that if anyone else transcript that if anyone else understood it, everyone would real. understood it, everyone would real. understood it, everyone would real. Well, if people don't understand it, Well, if people don't understand it, Well, if people don't understand it, that's on you. So, we can get past the that's on you. So, we can get past the that's on you. So, we can get past the delusion by going for the smallest delusion by going for the smallest delusion by going for the smallest viable audience. What's the smallest viable audience. What's the smallest viable audience. What's the smallest group of people that if I made a group of people that if I made a group of people that if I made a difference for them, it would be enough.

difference for them, it would be enough. difference for them, it would be enough. What's interesting is I imagine if you What's interesting is I imagine if you What's interesting is I imagine if you said that to some people, they would said that to some people, they would said that to some people, they would really not like the answer. really not like the answer. really not like the answer. >> People hate it when I say this. >> People hate it when I say this. >> People hate it when I say this. >> Why? >> Why? >> Why? >> Because it's so comfortable to be stuck >> Because it's so comfortable to be stuck >> Because it's so comfortable to be stuck in that knot. in that knot. in that knot. I'm a genius and I'm really hardworking, I'm a genius and I'm really hardworking, I'm a genius and I'm really hardworking, but no one in the world understands me. but no one in the world understands me. but no one in the world understands me. So now my butt isn't the problem because So now my butt isn't the problem because So now my butt isn't the problem because I don't have to worry about any of the I don't have to worry about any of the I don't have to worry about any of the things that come with the responsibility things that come with the responsibility things that come with the responsibility of it being in front of the wrong people of it being in front of the wrong people of it being in front of the wrong people or whatever. It's so much easier to say, or whatever. It's so much easier to say, or whatever. It's so much easier to say, "If only and I, you know, I need to be "If only and I, you know, I need to be "If only and I, you know, I need to be home for this or I I this thing happened home for this or I I this thing happened home for this or I I this thing happened to me. Therefore, I'm stuck." We're safe to me. Therefore, I'm stuck." We're safe to me. Therefore, I'm stuck." We're safe at some level in that frustration. at some level in that frustration. at some level in that frustration. And so, what I'm trying to do with the And so, what I'm trying to do with the And so, what I'm trying to do with the knot is help people understand this is knot is help people understand this is knot is help people understand this is possible, but it is not easy. This is possible, but it is not easy. This is possible, but it is not easy. This is possible, but it will not give you the possible, but it will not give you the possible, but it will not give you the thing you are dreaming of. It will thing you are dreaming of. It will thing you are dreaming of. It will merely find a path to get to where it is merely find a path to get to where it is merely find a path to get to where it is possible to go. possible to go. possible to go. That's a grownup thing to have to commit That's a grownup thing to have to commit That's a grownup thing to have to commit to to to >> if someone's not happy with the advice >> if someone's not happy with the advice >> if someone's not happy with the advice you just gave. I think it also you just gave. I think it also you just gave. I think it also illuminates illuminates illuminates that maybe their motives are wrong. It that maybe their motives are wrong. It that maybe their motives are wrong. It reminded me of when I started this reminded me of when I started this reminded me of when I started this podcast and I had these two friends, podcast and I had these two friends, podcast and I had these two friends, Oliver and Ash, come to me and say that Oliver and Ash, come to me and say that Oliver and Ash, come to me and say that was good. When's the next one? And I was good. When's the next one? And I was good. When's the next one? And I always say if they hadn't have said that always say if they hadn't have said that always say if they hadn't have said that to me, it probably wouldn't have to me, it probably wouldn't have to me, it probably wouldn't have continued because I was busy with other continued because I was busy with other continued because I was busy with other things. But those two people who I things. But those two people who I things. But those two people who I trusted and would tell me when something trusted and would tell me when something trusted and would tell me when something is terrible. I often do. um saying that is terrible. I often do. um saying that is terrible. I often do. um saying that to me to me to me just it gave me so much energy and just it gave me so much energy and just it gave me so much energy and motivation and I kept publishing in part

motivation and I kept publishing in part motivation and I kept publishing in part for them because I knew Oliver had this for them because I knew Oliver had this for them because I knew Oliver had this like 3 and a half hour commute to work like 3 and a half hour commute to work like 3 and a half hour commute to work every day from Sheffield every day from Sheffield every day from Sheffield >> and um I loved the process. I was >> and um I loved the process. I was >> and um I loved the process. I was getting this feedback from this getting this feedback from this getting this feedback from this particular person. It carried on going. particular person. It carried on going. particular person. It carried on going. But a lot of the time, actually, I think But a lot of the time, actually, I think But a lot of the time, actually, I think a lot of people would bounce off this a lot of people would bounce off this a lot of people would bounce off this advice of just send it to 20 people advice of just send it to 20 people advice of just send it to 20 people because they're actually attached to the because they're actually attached to the because they're actually attached to the podium, podium, podium, >> right? >> right? >> right? >> And what you're saying is no, focus on >> And what you're saying is no, focus on >> And what you're saying is no, focus on the journey, the journey, the journey, >> right? >> right? >> right? >> But they want in their head somewhere, >> But they want in their head somewhere, >> But they want in their head somewhere, actually, no, I the journey, Seth. actually, no, I the journey, Seth. actually, no, I the journey, Seth. I want to be famous and I want the I want to be famous and I want the I want to be famous and I want the million pounds, right? million pounds, right? million pounds, right? >> And that's not what you're offering >> And that's not what you're offering >> And that's not what you're offering them. But actually, you are. [laughter] them. But actually, you are. [laughter] them. But actually, you are. [laughter] >> Well, someone someone's going to win the >> Well, someone someone's going to win the >> Well, someone someone's going to win the lottery, Stephen, and it's probably not lottery, Stephen, and it's probably not lottery, Stephen, and it's probably not going to be you. going to be you. going to be you. And and so in your case, we're talking And and so in your case, we're talking And and so in your case, we're talking because you won the podcast lottery. because you won the podcast lottery. because you won the podcast lottery. There are a 100 podcasts as good as this There are a 100 podcasts as good as this There are a 100 podcasts as good as this one out of a million, right? That's one out of a million, right? That's one out of a million, right? That's pretty amazing. pretty amazing. pretty amazing. >> But there's still a hundred of them. >> But there's still a hundred of them. >> But there's still a hundred of them. >> So you show up to buy lottery tickets in >> So you show up to buy lottery tickets in >> So you show up to buy lottery tickets in a way that lets you buy more lottery a way that lets you buy more lottery a way that lets you buy more lottery tickets. You show up to add value for tickets. You show up to add value for tickets. You show up to add value for people so you can keep going. And then people so you can keep going. And then people so you can keep going. And then when there's a lottery, you got a shot, when there's a lottery, you got a shot, when there's a lottery, you got a shot, right? But along the way, the journey right? But along the way, the journey right? But along the way, the journey says says says I have a chance to say here I made this.

I have a chance to say here I made this. I have a chance to say here I made this. I made this means it's for you. It is a I made this means it's for you. It is a I made this means it's for you. It is a gift I'm giving you. If you don't accept gift I'm giving you. If you don't accept gift I'm giving you. If you don't accept the gift, I can't blame you. I just have the gift, I can't blame you. I just have the gift, I can't blame you. I just have to make a better gift. But if people to make a better gift. But if people to make a better gift. But if people start accepting your gifts, you have start accepting your gifts, you have start accepting your gifts, you have traction. And Steve Blank talks about traction. And Steve Blank talks about traction. And Steve Blank talks about customer traction. As an investor, you customer traction. As an investor, you customer traction. As an investor, you know this. Customer traction is the know this. Customer traction is the know this. Customer traction is the single best indicator of whether a single best indicator of whether a single best indicator of whether a startup is going to succeed more than startup is going to succeed more than startup is going to succeed more than any other metric. How many customers any other metric. How many customers any other metric. How many customers would miss you if you shut down would miss you if you shut down would miss you if you shut down tomorrow? tomorrow? tomorrow? >> And for a pizza place, 100 is enough. >> And for a pizza place, 100 is enough. >> And for a pizza place, 100 is enough. >> Yeah, they say that a lot in product >> Yeah, they say that a lot in product >> Yeah, they say that a lot in product development. They say just make a thing development. They say just make a thing development. They say just make a thing for one person you know and make make it for one person you know and make make it for one person you know and make make it for one person you know that really for one person you know that really for one person you know that really really really loves it and it will turn really really loves it and it will turn really really loves it and it will turn out that there'll be lots of people like out that there'll be lots of people like out that there'll be lots of people like that person you know. enough people. that person you know. enough people. that person you know. enough people. Maybe it's not lots, but it'll be Maybe it's not lots, but it'll be Maybe it's not lots, but it'll be enough. enough. enough. >> And so this cycle we're talking about >> And so this cycle we're talking about >> And so this cycle we're talking about >> isn't self-focused. It's empathic. You >> isn't self-focused. It's empathic. You >> isn't self-focused. It's empathic. You have to let the audience in to your have to let the audience in to your have to let the audience in to your thinking or else you're thinking about thinking or else you're thinking about thinking or else you're thinking about what's in this for me and me alone. And what's in this for me and me alone. And what's in this for me and me alone. And that's narcissistic. And that is where that's narcissistic. And that is where that's narcissistic. And that is where you see all the internet hustle going you see all the internet hustle going you see all the internet hustle going on. All the people who are trying to on. All the people who are trying to on. All the people who are trying to pressure folks into sending them $5 or pressure folks into sending them $5 or pressure folks into sending them $5 or multi-level marketing, all that stuff.

multi-level marketing, all that stuff. multi-level marketing, all that stuff. that isn't what's possible and it's not that isn't what's possible and it's not that isn't what's possible and it's not what we should be spending our time on. what we should be spending our time on. what we should be spending our time on. But when we can be of service for the But when we can be of service for the But when we can be of service for the right people, right people, right people, we have a chance to make things better. we have a chance to make things better. we have a chance to make things better. But I need to put a big aside here, But I need to put a big aside here, But I need to put a big aside here, which is where resistance kicks back in. which is where resistance kicks back in. which is where resistance kicks back in. The only way to launch something new is The only way to launch something new is The only way to launch something new is to create tension. Not to relieve it, to create tension. Not to relieve it, to create tension. Not to relieve it, but to create tension. Generous tension. but to create tension. Generous tension. but to create tension. Generous tension. The tension of you might be left behind. The tension of you might be left behind. The tension of you might be left behind. You won't be in on the first cycle of You won't be in on the first cycle of You won't be in on the first cycle of it. I have this thing that's going to it. I have this thing that's going to it. I have this thing that's going to help you and you don't know what it is help you and you don't know what it is help you and you don't know what it is yet. Tension yet. Tension yet. Tension that's offered generously is the only that's offered generously is the only that's offered generously is the only way people create forward motion. So way people create forward motion. So way people create forward motion. So Taylor Swift is having a concert 15,000 Taylor Swift is having a concert 15,000 Taylor Swift is having a concert 15,000 people can fit in the arena. She just people can fit in the arena. She just people can fit in the arena. She just created tension for 40,000 people created tension for 40,000 people created tension for 40,000 people because they're saying to their moms and because they're saying to their moms and because they're saying to their moms and dads, I got to go get tickets before dads, I got to go get tickets before dads, I got to go get tickets before everybody else. If she's not willing to everybody else. If she's not willing to everybody else. If she's not willing to create the tension, she can't go on create the tension, she can't go on create the tension, she can't go on tour. tour. tour. >> So yes, it's awkward to create >> So yes, it's awkward to create >> So yes, it's awkward to create attention. It's awkward to say, "I'm attention. It's awkward to say, "I'm attention. It's awkward to say, "I'm doing this event. I hope there's room doing this event. I hope there's room doing this event. I hope there's room for you." But it's the only way we can for you." But it's the only way we can for you." But it's the only way we can cause other people to decide to move cause other people to decide to move cause other people to decide to move forward.

forward. forward. >> I was stress testing that Taylor Swift >> I was stress testing that Taylor Swift >> I was stress testing that Taylor Swift analogy. And the way that I stress analogy. And the way that I stress analogy. And the way that I stress tested it was, well, what if Taylor did tested it was, well, what if Taylor did tested it was, well, what if Taylor did a gig and there was unlimited seats? a gig and there was unlimited seats? a gig and there was unlimited seats? [clears throat] [clears throat] [clears throat] People would still go, I guess, because People would still go, I guess, because People would still go, I guess, because the tension is that she's so good. I the tension is that she's so good. I the tension is that she's so good. I might miss the experience. As you said, might miss the experience. As you said, might miss the experience. As you said, there's FOMO itself is the tension. there's FOMO itself is the tension. there's FOMO itself is the tension. There's unlimited seats, but there's not There's unlimited seats, but there's not There's unlimited seats, but there's not unlimited nights. It's just tonight. unlimited nights. It's just tonight. unlimited nights. It's just tonight. >> Yeah. Okay. Yeah. >> Yeah. Okay. Yeah. >> Yeah. Okay. Yeah. >> And that's why live events create a >> And that's why live events create a >> And that's why live events create a different sort of tension. You know, different sort of tension. You know, different sort of tension. You know, this videos on the internet you haven't this videos on the internet you haven't this videos on the internet you haven't seen, I haven't seen. And we're not seen, I haven't seen. And we're not seen, I haven't seen. And we're not stressed about that because they'll be stressed about that because they'll be stressed about that because they'll be there tomorrow, there tomorrow, there tomorrow, >> right? But the live event starts to >> right? But the live event starts to >> right? But the live event starts to change how we're going to engage with it change how we're going to engage with it change how we're going to engage with it among that community. among that community. among that community. >> What else is sort of adjacent to this >> What else is sort of adjacent to this >> What else is sort of adjacent to this idea of getting unstuck? Because that's idea of getting unstuck? Because that's idea of getting unstuck? Because that's really what we're circling here. It's really what we're circling here. It's really what we're circling here. It's like the things that keep you stuck and like the things that keep you stuck and like the things that keep you stuck and how to take sort of actionable steps how to take sort of actionable steps how to take sort of actionable steps outside of being stuck. Is there outside of being stuck. Is there outside of being stuck. Is there anything else we need to close off on anything else we need to close off on anything else we need to close off on here? here? here? >> So, you saw some of my juggling balls >> So, you saw some of my juggling balls >> So, you saw some of my juggling balls there. Juggling is there. Juggling is there. Juggling is fascinating because when you see someone fascinating because when you see someone fascinating because when you see someone on the street, if you're a good person, on the street, if you're a good person, on the street, if you're a good person, if you see someone on the street if you see someone on the street if you see someone on the street juggling, you're not rooting there for juggling, you're not rooting there for juggling, you're not rooting there for them to drop a ball, right? That we want them to drop a ball, right? That we want them to drop a ball, right? That we want the juggler to be able to juggle. So, the juggler to be able to juggle. So, the juggler to be able to juggle. So, when people say, "I'm going to learn how when people say, "I'm going to learn how when people say, "I'm going to learn how to juggle." What happens is they throw to juggle." What happens is they throw to juggle." What happens is they throw one ball and they can catch it. They one ball and they can catch it. They one ball and they can catch it. They throw the other ball, but within two or throw the other ball, but within two or throw the other ball, but within two or three throws, one of the balls goes over three throws, one of the balls goes over three throws, one of the balls goes over here. So, they lunge to catch it because here. So, they lunge to catch it because here. So, they lunge to catch it because the juggling is about catching. So, they the juggling is about catching. So, they the juggling is about catching. So, they lunge to catch it, but now they're out lunge to catch it, but now they're out lunge to catch it, but now they're out of position and the next one's going to of position and the next one's going to of position and the next one's going to hit the ground. And then people give up.

hit the ground. And then people give up. hit the ground. And then people give up. People give up because they think People give up because they think People give up because they think juggling is about catching. It's not. juggling is about catching. It's not. juggling is about catching. It's not. It's about throwing. If you get good at It's about throwing. If you get good at It's about throwing. If you get good at throwing, the catches take care of throwing, the catches take care of throwing, the catches take care of themselves. So the way I teach juggling themselves. So the way I teach juggling themselves. So the way I teach juggling is with one ball, throw it, catch it, is with one ball, throw it, catch it, is with one ball, throw it, catch it, throw it, catch it till you're really throw it, catch it till you're really throw it, catch it till you're really bored. Then two balls, throw, throw, bored. Then two balls, throw, throw, bored. Then two balls, throw, throw, catch, catch. This is not hard, but if catch, catch. This is not hard, but if catch, catch. This is not hard, but if you do throw, throw, catch, catch for 20 you do throw, throw, catch, catch for 20 you do throw, throw, catch, catch for 20 minutes, minutes, minutes, every ball is landing exactly where it's every ball is landing exactly where it's every ball is landing exactly where it's supposed to. And now juggling is easy. supposed to. And now juggling is easy. supposed to. And now juggling is easy. But what we are hooked on, and listen to But what we are hooked on, and listen to But what we are hooked on, and listen to any self-improvement podcast, it's all any self-improvement podcast, it's all any self-improvement podcast, it's all about the catching, right? Does this about the catching, right? Does this about the catching, right? Does this help me lose weight? Does this help me help me lose weight? Does this help me help me lose weight? Does this help me find friends? Does this help me build my find friends? Does this help me build my find friends? Does this help me build my business? Those are all catches. business? Those are all catches. business? Those are all catches. Where's the throwing? How are we going Where's the throwing? How are we going Where's the throwing? How are we going to get good at throwing? How are we to get good at throwing? How are we to get good at throwing? How are we going to get good at realizing even if going to get good at realizing even if going to get good at realizing even if no one reads this next short story, I'm no one reads this next short story, I'm no one reads this next short story, I'm going to get good at putting words on going to get good at putting words on going to get good at putting words on the page? the page? the page? >> The process. >> The process. >> The process. >> The process. The practice. If we can >> The process. The practice. If we can >> The process. The practice. If we can develop a practice, we're no longer develop a practice, we're no longer develop a practice, we're no longer attached to the outcome because the attached to the outcome because the attached to the outcome because the outcome's out of our control. The outcome's out of our control. The outcome's out of our control. The practice is under our control. Get good practice is under our control. Get good practice is under our control. Get good at throwing. Get good at seeing where at throwing. Get good at seeing where at throwing. Get good at seeing where problems lie, seeing where audiences problems lie, seeing where audiences problems lie, seeing where audiences are, seeing where you can be generous.

are, seeing where you can be generous. are, seeing where you can be generous. When you get good at seeing those When you get good at seeing those When you get good at seeing those things, things, things, the catches take care of themselves. the catches take care of themselves. the catches take care of themselves. This is something that I've made for This is something that I've made for This is something that I've made for you. I realize that the direio audience you. I realize that the direio audience you. I realize that the direio audience are strivals that we want to accomplish. And one of that we want to accomplish. And one of the things I've learned is that when you the things I've learned is that when you the things I've learned is that when you aim at the big big big goal, it can feel aim at the big big big goal, it can feel aim at the big big big goal, it can feel incredibly psychologically uncomfortable incredibly psychologically uncomfortable incredibly psychologically uncomfortable because it's kind of like being stood at because it's kind of like being stood at because it's kind of like being stood at the foot of Mount Everest and looking the foot of Mount Everest and looking the foot of Mount Everest and looking upwards. The way to accomplish your upwards. The way to accomplish your upwards. The way to accomplish your goals is by breaking them down into tiny goals is by breaking them down into tiny goals is by breaking them down into tiny small steps. And we call this in our small steps. And we call this in our small steps. And we call this in our team the 1%. And actually this team the 1%. And actually this team the 1%. And actually this philosophy is highly responsible for philosophy is highly responsible for philosophy is highly responsible for much of our success here. So, what we've much of our success here. So, what we've much of our success here. So, what we've done so that you at home can accomplish done so that you at home can accomplish done so that you at home can accomplish any big goal that you have is we've made any big goal that you have is we've made any big goal that you have is we've made these 1% diaries and we released these these 1% diaries and we released these these 1% diaries and we released these last year and they all sold out. So, I last year and they all sold out. So, I last year and they all sold out. So, I asked my team over and over again to asked my team over and over again to asked my team over and over again to bring the diaries back, but also to bring the diaries back, but also to bring the diaries back, but also to introduce some new colors and to make introduce some new colors and to make introduce some new colors and to make some minor tweaks to the diary. So, now some minor tweaks to the diary. So, now some minor tweaks to the diary. So, now we have a better range for you. So, if we have a better range for you. So, if we have a better range for you. So, if you have a big goal in mind and you need you have a big goal in mind and you need you have a big goal in mind and you need a framework and a process and some a framework and a process and some a framework and a process and some motivation, then I highly recommend you motivation, then I highly recommend you motivation, then I highly recommend you get one of these diaries before they all get one of these diaries before they all get one of these diaries before they all sell out once again. And you can get sell out once again. And you can get sell out once again. And you can get yours at the diary.com.

yours at the diary.com. yours at the diary.com. And if you want the link, the link is in And if you want the link, the link is in And if you want the link, the link is in the description below. This again is not the description below. This again is not the description below. This again is not a narrative that people will love a narrative that people will love a narrative that people will love because we all want to get good at because we all want to get good at because we all want to get good at catching. Yeah. Weirdly, this is very catching. Yeah. Weirdly, this is very catching. Yeah. Weirdly, this is very very adjacent and almost unlin, but it's very adjacent and almost unlin, but it's very adjacent and almost unlin, but it's somewhat linked. Um, I sat here with somewhat linked. Um, I sat here with somewhat linked. Um, I sat here with Julian Treasure. He did two TED talks. Julian Treasure. He did two TED talks. Julian Treasure. He did two TED talks. One about speaking, right? 40 million One about speaking, right? 40 million One about speaking, right? 40 million views. One about listening, views. One about listening, views. One about listening, >> two million views. [laughter] >> two million views. [laughter] >> two million views. [laughter] >> I thought it's almost kind of similar to >> I thought it's almost kind of similar to >> I thought it's almost kind of similar to like the catching and the throwing. It's like the catching and the throwing. It's like the catching and the throwing. It's >> Yeah. >> Yeah. >> Yeah. >> And and actually when I sit here with >> And and actually when I sit here with >> And and actually when I sit here with spies and I've interviewed some of the spies and I've interviewed some of the spies and I've interviewed some of the world's leading spies and I say, "How is world's leading spies and I say, "How is world's leading spies and I say, "How is it that you're able to get people to do it that you're able to get people to do it that you're able to get people to do whatever you want that have just met you whatever you want that have just met you whatever you want that have just met you in foreign lands and hand over their in foreign lands and hand over their in foreign lands and hand over their secrets? They say listening." secrets? They say listening." secrets? They say listening." >> Yeah. >> Yeah. >> Yeah. >> It's all about the listening. I go in a >> It's all about the listening. I go in a >> It's all about the listening. I go in a taxi and I listen to them for eight taxi and I listen to them for eight taxi and I listen to them for eight weeks as they offload because no one weeks as they offload because no one weeks as they offload because no one listens. And it kind of got me thinking listens. And it kind of got me thinking listens. And it kind of got me thinking about this is like no one focuses on the about this is like no one focuses on the about this is like no one focuses on the throwing. throwing. throwing. >> Yeah. >> Yeah. >> Yeah. >> And actually that becomes the great >> And actually that becomes the great >> And actually that becomes the great competitive advantage, competitive advantage, competitive advantage, >> right? Exactly. Yeah. The practice. I >> right? Exactly. Yeah. The practice. I >> right? Exactly. Yeah. The practice. I love the idea world famous spies because love the idea world famous spies because love the idea world famous spies because you would think that that's sort of an you would think that that's sort of an you would think that that's sort of an oxymoron. I would imagine the world's oxymoron. I would imagine the world's oxymoron. I would imagine the world's greatest spies. We have no idea who they greatest spies. We have no idea who they greatest spies. We have no idea who they are.

are. are. >> Well, they go on podcasts now, so they >> Well, they go on podcasts now, so they >> Well, they go on podcasts now, so they are like [laughter] are like [laughter] are like [laughter] um but but part of it links to one of um but but part of it links to one of um but but part of it links to one of the books you wrote, which is called The the books you wrote, which is called The the books you wrote, which is called The Dip. We're talking about delusion here Dip. We're talking about delusion here Dip. We're talking about delusion here and how to know if you're delusional or and how to know if you're delusional or and how to know if you're delusional or if you're just going through the dip. if you're just going through the dip. if you're just going through the dip. So, I've got uh some images here, but So, I've got uh some images here, but So, I've got uh some images here, but >> okay. How does someone listening know if >> okay. How does someone listening know if >> okay. How does someone listening know if they should give up on something or if they should give up on something or if they should give up on something or if it's just the inevitable rough patch it's just the inevitable rough patch it's just the inevitable rough patch that you go through when you start and that you go through when you start and that you go through when you start and you're bad? you're bad? you're bad? >> Okay, so the dip describes something in >> Okay, so the dip describes something in >> Okay, so the dip describes something in the world that no one had talked about the world that no one had talked about the world that no one had talked about in the book before, which is the power in the book before, which is the power in the book before, which is the power of quitting. of quitting. of quitting. What is the dip? The dip is the hard What is the dip? The dip is the hard What is the dip? The dip is the hard part in between starting and getting part in between starting and getting part in between starting and getting good at it. The dip is organic chemistry good at it. The dip is organic chemistry good at it. The dip is organic chemistry on your way to being a doctor. on your way to being a doctor. on your way to being a doctor. And you got to get through it to get to And you got to get through it to get to And you got to get through it to get to the other side. The dip is the gym in the other side. The dip is the gym in the other side. The dip is the gym in March. If you want six-pack abs, you March. If you want six-pack abs, you March. If you want six-pack abs, you can't quit the gym in February, which can't quit the gym in February, which can't quit the gym in February, which you joined during the holidays. You're you joined during the holidays. You're you joined during the holidays. You're going to have to get through the hard going to have to get through the hard going to have to get through the hard part. And so most of what we do that part. And so most of what we do that part. And so most of what we do that creates value has a dip in it. [snorts] creates value has a dip in it. [snorts] creates value has a dip in it. [snorts] And my argument is you should a see the And my argument is you should a see the And my argument is you should a see the dip before you start. You should say, dip before you start. You should say, dip before you start. You should say, "If I'm going to drive this car across "If I'm going to drive this car across "If I'm going to drive this car across the Gobi Desert, I can't whine when I the Gobi Desert, I can't whine when I the Gobi Desert, I can't whine when I can't find a gas station." There are no can't find a gas station." There are no can't find a gas station." There are no gas stations in the Gobi Desert. There's gas stations in the Gobi Desert. There's gas stations in the Gobi Desert. There's a dip to get across the desert. Pack a dip to get across the desert. Pack a dip to get across the desert. Pack what you need to get through the dip or what you need to get through the dip or what you need to get through the dip or don't start.

don't start. don't start. And number two, when the dip shows up, And number two, when the dip shows up, And number two, when the dip shows up, say thank you because it means you hit say thank you because it means you hit say thank you because it means you hit the hard part. It means this is the the hard part. It means this is the the hard part. It means this is the beginning of getting to the other side. beginning of getting to the other side. beginning of getting to the other side. Don't complain about organic chemistry. Don't complain about organic chemistry. Don't complain about organic chemistry. You knew organic chemistry was coming. You knew organic chemistry was coming. You knew organic chemistry was coming. Organic chemistry is part of the process Organic chemistry is part of the process Organic chemistry is part of the process of becoming a doctor. As my friend Gabe of becoming a doctor. As my friend Gabe of becoming a doctor. As my friend Gabe says, it's not an obstacle in the way. says, it's not an obstacle in the way. says, it's not an obstacle in the way. It's something along the way and it's a It's something along the way and it's a It's something along the way and it's a signpost that you're on the way. So your signpost that you're on the way. So your signpost that you're on the way. So your question then is should we quit. Has question then is should we quit. Has question then is should we quit. Has anyone ever made it through this dip anyone ever made it through this dip anyone ever made it through this dip before? before? before? If this is a dip like organic chemistry If this is a dip like organic chemistry If this is a dip like organic chemistry where every single doctor in the world where every single doctor in the world where every single doctor in the world has made it through, now you know. you has made it through, now you know. you has made it through, now you know. you know this is coming and you know if you know this is coming and you know if you know this is coming and you know if you make it through you're going to get to make it through you're going to get to make it through you're going to get to the other side. On the other hand, no the other side. On the other hand, no the other side. On the other hand, no one that I know of has ever smoked their one that I know of has ever smoked their one that I know of has ever smoked their way through emphyma. That when emphyma way through emphyma. That when emphyma way through emphyma. That when emphyma shows up, it's not a dip and continuing shows up, it's not a dip and continuing shows up, it's not a dip and continuing to smoke is not going to make you to smoke is not going to make you to smoke is not going to make you better. It's what made you worse. It's a better. It's what made you worse. It's a better. It's what made you worse. It's a culde-sac. It's a trap. And so what we culde-sac. It's a trap. And so what we culde-sac. It's a trap. And so what we look for when we're talking to people look for when we're talking to people look for when we're talking to people about this journey, this delusion, this about this journey, this delusion, this about this journey, this delusion, this problem we're trying to solve is problem we're trying to solve is problem we're trying to solve is what does it usually cost to get through what does it usually cost to get through what does it usually cost to get through a dip like this one? Do I have the a dip like this one? Do I have the a dip like this one? Do I have the resources to get through it or am I just resources to get through it or am I just resources to get through it or am I just throwing good time and good money after throwing good time and good money after throwing good time and good money after bad? But if you got a business that's bad? But if you got a business that's bad? But if you got a business that's losing money and losing money and losing losing money and losing money and losing losing money and losing money and losing money and losing money and there's no money and losing money and there's no money and losing money and there's no evidence that putting more money into evidence that putting more money into evidence that putting more money into your thing is going to get you to the your thing is going to get you to the your thing is going to get you to the other side, that's a culdeac. Forgive other side, that's a culdeac. Forgive other side, that's a culdeac. Forgive yourself. the old self who started the

yourself. the old self who started the yourself. the old self who started the wrong business say thank you thank you wrong business say thank you thank you wrong business say thank you thank you for having the right insight but it for having the right insight but it for having the right insight but it wasn't correct for this world today I wasn't correct for this world today I wasn't correct for this world today I forgive you I'm going to go quit and do forgive you I'm going to go quit and do forgive you I'm going to go quit and do something else something else something else >> key word there you said is evidence >> key word there you said is evidence >> key word there you said is evidence >> and the evidence could be as you say >> and the evidence could be as you say >> and the evidence could be as you say small small small >> yeah so the so if we think about the >> yeah so the so if we think about the >> yeah so the so if we think about the business if you had a retail shop or a business if you had a retail shop or a business if you had a retail shop or a restaurant restaurant restaurant the ones that succeed 95% of their the ones that succeed 95% of their the ones that succeed 95% of their profit goes to the landlord. profit goes to the landlord. profit goes to the landlord. And the ones that fail, 102% of their And the ones that fail, 102% of their And the ones that fail, 102% of their profit goes to the landlord. That's the profit goes to the landlord. That's the profit goes to the landlord. That's the only difference between failing and not only difference between failing and not only difference between failing and not failing in one of those businesses. The failing in one of those businesses. The failing in one of those businesses. The landlord's job to take as much as they landlord's job to take as much as they landlord's job to take as much as they can of your profit, but not too much can of your profit, but not too much can of your profit, but not too much that you go out of business. that you go out of business. that you go out of business. So, someone's got a four-year lease. So, someone's got a four-year lease. So, someone's got a four-year lease. They're two years into it. They're not They're two years into it. They're not They're two years into it. They're not making rent. They're losing money every making rent. They're losing money every making rent. They're losing money every single day. And they have a sunk cost, single day. And they have a sunk cost, single day. And they have a sunk cost, which is I got to pay for the next two which is I got to pay for the next two which is I got to pay for the next two years of this storefront. whether or not years of this storefront. whether or not years of this storefront. whether or not I'm in here, but you can quit because I'm in here, but you can quit because I'm in here, but you can quit because you can forgive that two years you you you can forgive that two years you you you can forgive that two years you you have to pay. You decided that two years have to pay. You decided that two years have to pay. You decided that two years ago. That's not a new thing. That's an ago. That's not a new thing. That's an ago. That's not a new thing. That's an old thing. Are you really going to spend old thing. Are you really going to spend old thing. Are you really going to spend the next two years of your life the next two years of your life the next two years of your life punishing yourself because you made a punishing yourself because you made a punishing yourself because you made a decision a few years ago and signed a decision a few years ago and signed a decision a few years ago and signed a bad lease and built the wrong business bad lease and built the wrong business bad lease and built the wrong business on the wrong street in a system that on the wrong street in a system that on the wrong street in a system that doesn't support you? Why? You can't get doesn't support you? Why? You can't get doesn't support you? Why? You can't get those two years back. But we can take a those two years back. But we can take a those two years back. But we can take a deep breath and say, "Yeah, I'm going to deep breath and say, "Yeah, I'm going to deep breath and say, "Yeah, I'm going to leave this place empty and go build leave this place empty and go build leave this place empty and go build something really useful over here and something really useful over here and something really useful over here and I'll come out way ahead compared to

I'll come out way ahead compared to I'll come out way ahead compared to defending that old decision." defending that old decision." defending that old decision." >> But hang on a minute, Seth. When I went >> But hang on a minute, Seth. When I went >> But hang on a minute, Seth. When I went to the gym this morning, there was to the gym this morning, there was to the gym this morning, there was quotes written on the wall. And the quotes written on the wall. And the quotes written on the wall. And the quotes are like this one here. quotes are like this one here. quotes are like this one here. >> Can you read that out for me? >> Can you read that out for me? >> Can you read that out for me? >> If you quit once, it becomes a habit. >> If you quit once, it becomes a habit. >> If you quit once, it becomes a habit. Never quit. Never quit. Never quit. >> It's a Michael Jordan quote. >> It's a Michael Jordan quote. >> It's a Michael Jordan quote. >> Michael Jordan. Yes. I'm never gonna >> Michael Jordan. Yes. I'm never gonna >> Michael Jordan. Yes. I'm never gonna have an argument with Michael Jordan, have an argument with Michael Jordan, have an argument with Michael Jordan, but he's wrong. And it's very clear that but he's wrong. And it's very clear that but he's wrong. And it's very clear that he's wrong. He doesn't play professional he's wrong. He doesn't play professional he's wrong. He doesn't play professional baseball anymore. He doesn't play baseball anymore. He doesn't play baseball anymore. He doesn't play professional golf, nor does he play professional golf, nor does he play professional golf, nor does he play professional basketball anymore. Because professional basketball anymore. Because professional basketball anymore. Because humans age and he did a thing, but then humans age and he did a thing, but then humans age and he did a thing, but then he stopped doing the thing because it he stopped doing the thing because it he stopped doing the thing because it wasn't productive anymore. wasn't productive anymore. wasn't productive anymore. And when we think about our fuel, he And when we think about our fuel, he And when we think about our fuel, he used as an athlete a couple things to used as an athlete a couple things to used as an athlete a couple things to fuel him. One thing he had was fuel him. One thing he had was fuel him. One thing he had was grievance. And if you listen to his Hall grievance. And if you listen to his Hall grievance. And if you listen to his Hall of Fame speech, it's just a long list of of Fame speech, it's just a long list of of Fame speech, it's just a long list of chips he's had on his shoulder for his chips he's had on his shoulder for his chips he's had on his shoulder for his whole career. That's fuel based on who whole career. That's fuel based on who whole career. That's fuel based on who he was and how he grew up. That's how he he was and how he grew up. That's how he he was and how he grew up. That's how he gets on the court. And the second one gets on the court. And the second one gets on the court. And the second one was never quit. So if those two pieces was never quit. So if those two pieces was never quit. So if those two pieces of fuel help you become the greatest of fuel help you become the greatest of fuel help you become the greatest basketball player of your generation, basketball player of your generation, basketball player of your generation, I'm not going to argue with you. If I'm not going to argue with you. If I'm not going to argue with you. If that's getting you where you need to go, that's getting you where you need to go, that's getting you where you need to go, it's up to you. But for most people, it's up to you. But for most people, it's up to you. But for most people, it's resistance and a trap. It's shame.

it's resistance and a trap. It's shame. it's resistance and a trap. It's shame. It's getting stuck in a knot. It's all It's getting stuck in a knot. It's all It's getting stuck in a knot. It's all of the butts. Right? I want to be a of the butts. Right? I want to be a of the butts. Right? I want to be a successful business person, but I can't successful business person, but I can't successful business person, but I can't admit I was wrong. admit I was wrong. admit I was wrong. >> I've shut down more businesses than most >> I've shut down more businesses than most >> I've shut down more businesses than most people who are listening to this. I've people who are listening to this. I've people who are listening to this. I've failed more times than most people are failed more times than most people are failed more times than most people are listening to this. If I was still listening to this. If I was still listening to this. If I was still running the light bulb fundraising running the light bulb fundraising running the light bulb fundraising company I started in 1987, I wouldn't be company I started in 1987, I wouldn't be company I started in 1987, I wouldn't be talking to you today. talking to you today. talking to you today. It it's funny because there's this weird It it's funny because there's this weird It it's funny because there's this weird paradox that's so obvious to all of us paradox that's so obvious to all of us paradox that's so obvious to all of us but um still people believe this idea of but um still people believe this idea of but um still people believe this idea of never quitting and the paradox that I'm never quitting and the paradox that I'm never quitting and the paradox that I'm pointing at is the minute someone starts pointing at is the minute someone starts pointing at is the minute someone starts something a new company a new job a new something a new company a new job a new something a new company a new job a new relationship we celebrate but we also relationship we celebrate but we also relationship we celebrate but we also intuitively know that in order to start intuitively know that in order to start intuitively know that in order to start something like a new job or a new something like a new job or a new something like a new job or a new relationship you have to do something relationship you have to do something relationship you have to do something before that which is quit the other before that which is quit the other before that which is quit the other thing. Yeah, thing. Yeah, thing. Yeah, >> never quit, but we celebrate starting. >> never quit, but we celebrate starting. >> never quit, but we celebrate starting. Theoretically, then we should celebrate Theoretically, then we should celebrate Theoretically, then we should celebrate the quitting just as much as we the quitting just as much as we the quitting just as much as we celebrate the starting because they are celebrate the starting because they are celebrate the starting because they are fundamentally inter. fundamentally inter. fundamentally inter. >> Correct. But only quitting the right >> Correct. But only quitting the right >> Correct. But only quitting the right stuff. You don't want to celebrate stuff. You don't want to celebrate stuff. You don't want to celebrate someone who quits the marathon at mile someone who quits the marathon at mile someone who quits the marathon at mile 25 because what they failed to do in 25 because what they failed to do in 25 because what they failed to do in their training was become the kind of their training was become the kind of their training was become the kind of runner that sees that the people who runner that sees that the people who runner that sees that the people who finish the marathon figure out where to finish the marathon figure out where to finish the marathon figure out where to put the tired. But that's not the same put the tired. But that's not the same put the tired. But that's not the same as working for an abusive boss because as working for an abusive boss because as working for an abusive boss because your boss is never going to stop being your boss is never going to stop being your boss is never going to stop being abusive. And so you can say this can't abusive. And so you can say this can't abusive. And so you can say this can't get better and every day I come here and get better and every day I come here and get better and every day I come here and subject myself to this trauma is costing subject myself to this trauma is costing subject myself to this trauma is costing me. It's reinforcing a system I don't me. It's reinforcing a system I don't me. It's reinforcing a system I don't believe in and I can get tomorrow back

believe in and I can get tomorrow back believe in and I can get tomorrow back again. again. again. >> What you've described there sounds a lot >> What you've described there sounds a lot >> What you've described there sounds a lot like um something I wrote about in uh in like um something I wrote about in uh in like um something I wrote about in uh in my last book which was just a quitting my last book which was just a quitting my last book which was just a quitting framework for this exact situation framework for this exact situation framework for this exact situation people find themselves in. because I people find themselves in. because I people find themselves in. because I know what people are saying that are know what people are saying that are know what people are saying that are listening. They're all saying, "How do I listening. They're all saying, "How do I listening. They're all saying, "How do I know when to quit something?" So, I made know when to quit something?" So, I made know when to quit something?" So, I made this framework which I'll throw up on this framework which I'll throw up on this framework which I'll throw up on the screen. And actually, the example I the screen. And actually, the example I the screen. And actually, the example I use is a marathon. use is a marathon. use is a marathon. >> I mean, this is the framework. You can >> I mean, this is the framework. You can >> I mean, this is the framework. You can see it for yourself and I'll just sort see it for yourself and I'll just sort see it for yourself and I'll just sort of give you the voice over. of give you the voice over. of give you the voice over. >> But if you look down the the left side, >> But if you look down the the left side, >> But if you look down the the left side, I'm referring to a marathon there. And I'm referring to a marathon there. And I'm referring to a marathon there. And what I'm saying is when something is what I'm saying is when something is what I'm saying is when something is hard, that is not reason enough to quit. hard, that is not reason enough to quit. hard, that is not reason enough to quit. Like a marathon in mile 23 when you're Like a marathon in mile 23 when you're Like a marathon in mile 23 when you're raising money for a charity that means a raising money for a charity that means a raising money for a charity that means a lot to you. when you should quit is when lot to you. when you should quit is when lot to you. when you should quit is when something if you go down the right hand something if you go down the right hand something if you go down the right hand side is when something sucks like you've side is when something sucks like you've side is when something sucks like you've said about the toxic boss and critically said about the toxic boss and critically said about the toxic boss and critically the effort it would take to change it is the effort it would take to change it is the effort it would take to change it is not worth the thing on the other side. not worth the thing on the other side. not worth the thing on the other side. >> Exactly right >> Exactly right >> Exactly right >> because people that's what people will >> because people that's what people will >> because people that's what people will say they'll say how do I know when to say they'll say how do I know when to say they'll say how do I know when to quit something how do I know like you quit something how do I know like you quit something how do I know like you know how do I know when to quit the job know how do I know when to quit the job know how do I know when to quit the job or to or to or to >> Right. And you can question your >> Right. And you can question your >> Right. And you can question your judgment because if you have a history judgment because if you have a history judgment because if you have a history of quitting because in the short run it of quitting because in the short run it of quitting because in the short run it was tough as opposed to looking at was tough as opposed to looking at was tough as opposed to looking at whether it was worth it, you can find a whether it was worth it, you can find a whether it was worth it, you can find a coach or peers who can challenge you on coach or peers who can challenge you on coach or peers who can challenge you on that.

that. that. >> So I was one of the leading makers of >> So I was one of the leading makers of >> So I was one of the leading makers of DVDs for book publishing companies back DVDs for book publishing companies back DVDs for book publishing companies back in the brief moment when they're doing in the brief moment when they're doing in the brief moment when they're doing this. So I worked with Fischer Price and this. So I worked with Fischer Price and this. So I worked with Fischer Price and we made a DVD for parents and stuff. And we made a DVD for parents and stuff. And we made a DVD for parents and stuff. And then this day shows up and it becomes then this day shows up and it becomes then this day shows up and it becomes very clear that book publishers aren't very clear that book publishers aren't very clear that book publishers aren't going to do more of this because the going to do more of this because the going to do more of this because the internet's here. They're going to do internet's here. They're going to do internet's here. They're going to do less of this. So every day I would be less of this. So every day I would be less of this. So every day I would be defending what I had built as a DVD defending what I had built as a DVD defending what I had built as a DVD producer was completely wasted. producer was completely wasted. producer was completely wasted. >> So forgive yourself. I didn't change the >> So forgive yourself. I didn't change the >> So forgive yourself. I didn't change the world. Somebody else changed the world. world. Somebody else changed the world. world. Somebody else changed the world. But it's not going to get better. This But it's not going to get better. This But it's not going to get better. This is a culde-sac. It's a dead end. Thanks is a culde-sac. It's a dead end. Thanks is a culde-sac. It's a dead end. Thanks for doing this. let's start something for doing this. let's start something for doing this. let's start something else. else. else. >> Cuz there's a lot of people right now >> Cuz there's a lot of people right now >> Cuz there's a lot of people right now that are in their 30s, 40s, 50s that are that are in their 30s, 40s, 50s that are that are in their 30s, 40s, 50s that are in jobs that have not made them in jobs that have not made them in jobs that have not made them fulfilled for a decade. fulfilled for a decade. fulfilled for a decade. >> Yeah. >> Yeah. >> Yeah. >> But they're 20 years in. They've climbed >> But they're 20 years in. They've climbed >> But they're 20 years in. They've climbed the ladder. They're director. the ladder. They're director. the ladder. They're director. >> So they have sunk costs because they've >> So they have sunk costs because they've >> So they have sunk costs because they've earned the spot. But they also have a earned the spot. But they also have a earned the spot. But they also have a whole bunch of entanglements like I want whole bunch of entanglements like I want whole bunch of entanglements like I want to have a job that fulfills me, but I to have a job that fulfills me, but I to have a job that fulfills me, but I also like this car and this house. I also like this car and this house. I also like this car and this house. I want to have a job that fulfills me, but want to have a job that fulfills me, but want to have a job that fulfills me, but I also like my neighbors thinking I'm I also like my neighbors thinking I'm I also like my neighbors thinking I'm this stable, respectable person. I want this stable, respectable person. I want this stable, respectable person. I want to have a job that fulfills me, but I to have a job that fulfills me, but I to have a job that fulfills me, but I have all this other stuff I have to pay have all this other stuff I have to pay have all this other stuff I have to pay for. All right. But if we look at those for. All right. But if we look at those for. All right. But if we look at those butts, we realize you just made the butts, we realize you just made the butts, we realize you just made the choice to stay in this job. So, you choice to stay in this job. So, you choice to stay in this job. So, you don't have to fret about it anymore.

don't have to fret about it anymore. don't have to fret about it anymore. You've accepted that you made that You've accepted that you made that You've accepted that you made that choice. The alternative is move to a choice. The alternative is move to a choice. The alternative is move to a two-bedroom flat, eat rice and beans, two-bedroom flat, eat rice and beans, two-bedroom flat, eat rice and beans, take a deep breath, reset all these take a deep breath, reset all these take a deep breath, reset all these things, and now you can get a different things, and now you can get a different things, and now you can get a different job that's going to pay you half as much job that's going to pay you half as much job that's going to pay you half as much because you gave up the butts, right? A because you gave up the butts, right? A because you gave up the butts, right? A job that fulfills me, will give me a job that fulfills me, will give me a job that fulfills me, will give me a better relationship with my family, will better relationship with my family, will better relationship with my family, will give me hope for the future, will give give me hope for the future, will give give me hope for the future, will give me a chance to make X, Y, or Z happen in me a chance to make X, Y, or Z happen in me a chance to make X, Y, or Z happen in the world. That's hard because you can't the world. That's hard because you can't the world. That's hard because you can't have the butts. You got to let them go. have the butts. You got to let them go. have the butts. You got to let them go. In that scenario, you know, I okay, I In that scenario, you know, I okay, I In that scenario, you know, I okay, I have the car. I have the the business have the car. I have the the business have the car. I have the the business card, which is impressive to people. I card, which is impressive to people. I card, which is impressive to people. I get invited to nice things, but I'm get invited to nice things, but I'm get invited to nice things, but I'm miserable, miserable, miserable, >> right? >> right? >> right? >> So, what do I do? I've got a community >> So, what do I do? I've got a community >> So, what do I do? I've got a community I've built around this identity that is I've built around this identity that is I've built around this identity that is on this business card, but I'm on this business card, but I'm on this business card, but I'm miserable, Seth. miserable, Seth. miserable, Seth. >> Right? So the magic of this process is >> Right? So the magic of this process is >> Right? So the magic of this process is if you announce through this that it's a if you announce through this that it's a if you announce through this that it's a situation that all these other things situation that all these other things situation that all these other things are so important to me that I cannot are so important to me that I cannot are so important to me that I cannot change my job. Suddenly your job gets a change my job. Suddenly your job gets a change my job. Suddenly your job gets a lot better lot better lot better >> because you're not bridling against it.

>> because you're not bridling against it. >> because you're not bridling against it. You chose it You chose it You chose it >> and so if you talk to people I I I've >> and so if you talk to people I I I've >> and so if you talk to people I I I've gave a couple talks for people who are gave a couple talks for people who are gave a couple talks for people who are in the funeral industry undertakers. in the funeral industry undertakers. in the funeral industry undertakers. Most of us would not sign up for that Most of us would not sign up for that Most of us would not sign up for that job as high school students at the job as high school students at the job as high school students at the career fair, right? But the people who career fair, right? But the people who career fair, right? But the people who stick with it, they're not sitting there stick with it, they're not sitting there stick with it, they're not sitting there saying, "This is horrible. I hate being saying, "This is horrible. I hate being saying, "This is horrible. I hate being around dead people." They're saying, around dead people." They're saying, around dead people." They're saying, "All the stuff that I get in my life. "All the stuff that I get in my life. "All the stuff that I get in my life. This is part of it. It comes with it. This is part of it. It comes with it. This is part of it. It comes with it. Just like getting tired in the marathon Just like getting tired in the marathon Just like getting tired in the marathon comes with it. If I want to have this comes with it. If I want to have this comes with it. If I want to have this life where it's stable, where I don't life where it's stable, where I don't life where it's stable, where I don't have to move around, where a member of have to move around, where a member of have to move around, where a member of the community, where the cash flow is the community, where the cash flow is the community, where the cash flow is assured assured assured and I get to be an undertaker within and I get to be an undertaker within and I get to be an undertaker within that structure, how do I be the best that structure, how do I be the best that structure, how do I be the best undertaker I could possibly be? As undertaker I could possibly be? As undertaker I could possibly be? As opposed to wishing that I would get a opposed to wishing that I would get a opposed to wishing that I would get a call from Michael Jordan who wants me to call from Michael Jordan who wants me to call from Michael Jordan who wants me to run his financial empire or something run his financial empire or something run his financial empire or something because it's not going to happen. because it's not going to happen. because it's not going to happen. >> I get to be you're you're taking back >> I get to be you're you're taking back >> I get to be you're you're taking back control from the situation. you're control from the situation. you're control from the situation. you're shifting from victimhood to control, shifting from victimhood to control, shifting from victimhood to control, right?

right? right? >> There's this remarkable couple of stats >> There's this remarkable couple of stats >> There's this remarkable couple of stats that I read about this idea of feeling that I read about this idea of feeling that I read about this idea of feeling like you have control and how it changes like you have control and how it changes like you have control and how it changes your outcomes in your life. Um the first your outcomes in your life. Um the first your outcomes in your life. Um the first stat is people who believe they are in stat is people who believe they are in stat is people who believe they are in control of their life and have control control of their life and have control control of their life and have control over their happiness rate their overall over their happiness rate their overall over their happiness rate their overall life satisfaction at an average of 7.4 life satisfaction at an average of 7.4 life satisfaction at an average of 7.4 out of 10 compared to those that don't out of 10 compared to those that don't out of 10 compared to those that don't feel like they have control over their feel like they have control over their feel like they have control over their situation who rate their life situation who rate their life situation who rate their life satisfaction at 5.6. satisfaction at 5.6. satisfaction at 5.6. >> Yep. People who report low overall >> Yep. People who report low overall >> Yep. People who report low overall happiness are five times more likely to happiness are five times more likely to happiness are five times more likely to feel like their own personal situation feel like their own personal situation feel like their own personal situation is entirely outside of their control. I is entirely outside of their control. I is entirely outside of their control. I mean, this one's was a landmark study mean, this one's was a landmark study mean, this one's was a landmark study they did in care homes. In a famous 1976 they did in care homes. In a famous 1976 they did in care homes. In a famous 1976 study, elderly residents given plant study, elderly residents given plant study, elderly residents given plant care and small daily choices that they care and small daily choices that they care and small daily choices that they could make were 50% less likely to die could make were 50% less likely to die could make were 50% less likely to die over an 18-month period compared to over an 18-month period compared to over an 18-month period compared to residents whose care was fully handled residents whose care was fully handled residents whose care was fully handled for them. for them. for them. >> Yeah. >> Yeah. >> Yeah. >> Crazy the power of feeling like you have >> Crazy the power of feeling like you have >> Crazy the power of feeling like you have control in your life, control in your life, control in your life, >> right? And also, I don't know the stats, >> right? And also, I don't know the stats, >> right? And also, I don't know the stats, but when they give uh people in hospice but when they give uh people in hospice but when they give uh people in hospice control over their painkillers as control over their painkillers as control over their painkillers as opposed to them having to wait for opposed to them having to wait for opposed to them having to wait for someone to give them a painkiller, they someone to give them a painkiller, they someone to give them a painkiller, they don't necessarily take more painkillers.

don't necessarily take more painkillers. don't necessarily take more painkillers. It was knowing they can do it. Same It was knowing they can do it. Same It was knowing they can do it. Same thing back to the meetings thing. If you thing back to the meetings thing. If you thing back to the meetings thing. If you have a job where you're going to have a job where you're going to have a job where you're going to meetings all day where you just have to meetings all day where you just have to meetings all day where you just have to know this, you've lost control over your know this, you've lost control over your know this, you've lost control over your day. And I'm not here to say there's no day. And I'm not here to say there's no day. And I'm not here to say there's no cost to switching. There's huge cost to cost to switching. There's huge cost to cost to switching. There's huge cost to switching. That's why you chose not to switching. That's why you chose not to switching. That's why you chose not to switch until now. But let's name it. switch until now. But let's name it. switch until now. But let's name it. Let's say, you know, gravity is Let's say, you know, gravity is Let's say, you know, gravity is fascinating because it's here, but if I fascinating because it's here, but if I fascinating because it's here, but if I was on a planet that didn't have gravity was on a planet that didn't have gravity was on a planet that didn't have gravity or had low gravity, I would miss this or had low gravity, I would miss this or had low gravity, I would miss this gravity because I've built my whole life gravity because I've built my whole life gravity because I've built my whole life around gravity being this consistent around gravity being this consistent around gravity being this consistent thing. I get to live on a planet with thing. I get to live on a planet with thing. I get to live on a planet with gravity. I get to be the kind of gravity. I get to be the kind of gravity. I get to be the kind of organism that's going to die before he's organism that's going to die before he's organism that's going to die before he's 100. If you look at the world that way 100. If you look at the world that way 100. If you look at the world that way that that's inevitable and I get to that that's inevitable and I get to that that's inevitable and I get to inhabit each day the best I can, you're inhabit each day the best I can, you're inhabit each day the best I can, you're going to have a different life than if going to have a different life than if going to have a different life than if you're spending all your time trying to you're spending all your time trying to you're spending all your time trying to figure out how to live forever. I'd figure out how to live forever. I'd figure out how to live forever. I'd never heard that painkiller study never heard that painkiller study never heard that painkiller study before, but as you're speaking, I just before, but as you're speaking, I just before, but as you're speaking, I just pulled it up and it says it's one of the pulled it up and it says it's one of the pulled it up and it says it's one of the most famous real world demonstrations of most famous real world demonstrations of most famous real world demonstrations of how the perception of control alters how the perception of control alters how the perception of control alters your physical and psychological your physical and psychological your physical and psychological experience. When hospital patients are experience. When hospital patients are experience. When hospital patients are given a button to self-administer pain given a button to self-administer pain given a button to self-administer pain medication, two incredible things medication, two incredible things medication, two incredible things happen. Number one is they consume equal happen. Number one is they consume equal happen. Number one is they consume equal or less painkillers. Number two, they or less painkillers. Number two, they or less painkillers. Number two, they report lower pain levels and higher report lower pain levels and higher report lower pain levels and higher satisfaction. The physical pain itself satisfaction. The physical pain itself satisfaction. The physical pain itself doesn't magically change, but the stress doesn't magically change, but the stress doesn't magically change, but the stress of helplessness, of helplessness, of helplessness, >> right, >> right, >> right, >> amplifies pain, >> amplifies pain, >> amplifies pain, >> right?

>> right? >> right? >> The stress of helplessness. >> The stress of helplessness. >> The stress of helplessness. I mean, it goes right back to what we're I mean, it goes right back to what we're I mean, it goes right back to what we're saying about the not in your new book, saying about the not in your new book, saying about the not in your new book, which is a lot of us are living with which is a lot of us are living with which is a lot of us are living with distress of helplessness, but sometimes, distress of helplessness, but sometimes, distress of helplessness, but sometimes, not always, but sometimes that not always, but sometimes that not always, but sometimes that helplessness is in part a story. helplessness is in part a story. helplessness is in part a story. I would say it's always a story because I would say it's always a story because I would say it's always a story because we can look at someone who is in human we can look at someone who is in human we can look at someone who is in human bondage. We can look at someone who's, bondage. We can look at someone who's, bondage. We can look at someone who's, you know, been through trauma and we are you know, been through trauma and we are you know, been through trauma and we are projecting what we would feel in that projecting what we would feel in that projecting what we would feel in that situation. There are all these unfair situation. There are all these unfair situation. There are all these unfair situations around there. But then the situations around there. But then the situations around there. But then the question is what is our narrative? What question is what is our narrative? What question is what is our narrative? What is our narrative of how are we living is our narrative of how are we living is our narrative of how are we living this day? What do we actually have this day? What do we actually have this day? What do we actually have control over? And what situations are we control over? And what situations are we control over? And what situations are we choosing to stick with because most of choosing to stick with because most of choosing to stick with because most of us have the freedom to shift, right? And us have the freedom to shift, right? And us have the freedom to shift, right? And so it's a story we tell ourselves that so it's a story we tell ourselves that so it's a story we tell ourselves that might not change the outside world in might not change the outside world in might not change the outside world in the short run, but what it does is it the short run, but what it does is it the short run, but what it does is it gives us this feeling of agency which gives us this feeling of agency which gives us this feeling of agency which then gives us a sense of responsibility then gives us a sense of responsibility then gives us a sense of responsibility which then amplifies into choice and my which then amplifies into choice and my which then amplifies into choice and my whole career is about how can I help whole career is about how can I help whole career is about how can I help people do better.

people do better. people do better. >> I wanted to throw another quote at you >> I wanted to throw another quote at you >> I wanted to throw another quote at you here. This one is about meaningful work. here. This one is about meaningful work. here. This one is about meaningful work. So, if you could read that as well. So, if you could read that as well. So, if you could read that as well. >> From Warren Buffett. In the world of >> From Warren Buffett. In the world of >> From Warren Buffett. In the world of business, the people who are most business, the people who are most business, the people who are most successful are those who are doing what successful are those who are doing what successful are those who are doing what they love. they love. they love. >> I've heard that a million times. Do what >> I've heard that a million times. Do what >> I've heard that a million times. Do what you love. you love. you love. >> Yeah, it's backwards. Sorry, Warren. >> Yeah, it's backwards. Sorry, Warren. >> Yeah, it's backwards. Sorry, Warren. The people who are the most successful The people who are the most successful The people who are the most successful love what they do. love what they do. love what they do. >> What's the difference? >> What's the difference? >> What's the difference? >> Well, doing what you love means there's >> Well, doing what you love means there's >> Well, doing what you love means there's an amusement park out there that has all an amusement park out there that has all an amusement park out there that has all the treats I love and all the best the treats I love and all the best the treats I love and all the best prizes. Of course, I love it. The other prizes. Of course, I love it. The other prizes. Of course, I love it. The other is a choice. I chose to do this work is a choice. I chose to do this work is a choice. I chose to do this work because I love it. There was a guy who because I love it. There was a guy who because I love it. There was a guy who worked at the Dean and Duca cafe in worked at the Dean and Duca cafe in worked at the Dean and Duca cafe in Midtown Midtown Midtown >> and he was developmentally challenged >> and he was developmentally challenged >> and he was developmentally challenged and he was probably 50 years old. He was and he was probably 50 years old. He was and he was probably 50 years old. He was the mayor of this Dean and Duca. He was the mayor of this Dean and Duca. He was the mayor of this Dean and Duca. He was the guy who cleared the tables and kept the guy who cleared the tables and kept the guy who cleared the tables and kept the things straight. He loved this job. the things straight. He loved this job. the things straight. He loved this job. >> You and I would have lasted 15 minutes >> You and I would have lasted 15 minutes >> You and I would have lasted 15 minutes in this job. He loved this job because in this job. He loved this job because in this job. He loved this job because he decided to love this job. The he decided to love this job. The he decided to love this job. The Reverend King had a great quote about Reverend King had a great quote about Reverend King had a great quote about street sweepers and he said, "If you street sweepers and he said, "If you street sweepers and he said, "If you have to be a street sweeper, at least have to be a street sweeper, at least have to be a street sweeper, at least choose to be the best street sweeper in choose to be the best street sweeper in choose to be the best street sweeper in that situation under these conditions that situation under these conditions that situation under these conditions that it's possible to be." And the that it's possible to be." And the that it's possible to be." And the reason is not because you want to help reason is not because you want to help reason is not because you want to help the street sweeping company. It's cuz the street sweeping company. It's cuz the street sweeping company. It's cuz your day is going to go better if you do your day is going to go better if you do your day is going to go better if you do that. I was thinking he also meant that. I was thinking he also meant that. I was thinking he also meant potentially although he you know I guess potentially although he you know I guess potentially although he you know I guess he didn't clarify but the way that I he didn't clarify but the way that I he didn't clarify but the way that I perceived it was that if I become the

perceived it was that if I become the perceived it was that if I become the best street sweeper not to say that's best street sweeper not to say that's best street sweeper not to say that's that's not an important job it increases that's not an important job it increases that's not an important job it increases my possibility of becoming something my possibility of becoming something my possibility of becoming something else as well of being promoted being else as well of being promoted being else as well of being promoted being >> dare I say picked to be something else >> dare I say picked to be something else >> dare I say picked to be something else or to start my own street sweeping or to start my own street sweeping or to start my own street sweeping business or to you know I'm going to business or to you know I'm going to business or to you know I'm going to build a great relationship with my build a great relationship with my build a great relationship with my customers who might be customers who might be customers who might be >> and I think they rhyme and dance with >> and I think they rhyme and dance with >> and I think they rhyme and dance with each other they don't contradict each each other they don't contradict each each other they don't contradict each other And so all of us have had a job other And so all of us have had a job other And so all of us have had a job where we thought it was a good job and where we thought it was a good job and where we thought it was a good job and someone doing the same job down the someone doing the same job down the someone doing the same job down the aisle hated it or vice versa. aisle hated it or vice versa. aisle hated it or vice versa. >> Mhm. >> Mhm. >> Mhm. >> So clearly it's not the job. It's where >> So clearly it's not the job. It's where >> So clearly it's not the job. It's where did we come from? What are we afraid of? did we come from? What are we afraid of? did we come from? What are we afraid of? What do we believe? Where are we going? What do we believe? Where are we going? What do we believe? Where are we going? That creates the story that opens the That creates the story that opens the That creates the story that opens the door for possibility. door for possibility. door for possibility. >> Well, I guess some of these other quotes >> Well, I guess some of these other quotes >> Well, I guess some of these other quotes linked to it then. I mean, they kind of linked to it then. I mean, they kind of linked to it then. I mean, they kind of all say the same thing, but let's do all say the same thing, but let's do all say the same thing, but let's do this one. This is a famous Mark Twain this one. This is a famous Mark Twain this one. This is a famous Mark Twain quote that probably everybody's heard. quote that probably everybody's heard. quote that probably everybody's heard. >> If you get a chance, talk to your AI >> If you get a chance, talk to your AI >> If you get a chance, talk to your AI favorite AI about Mark Twain quotes. favorite AI about Mark Twain quotes. favorite AI about Mark Twain quotes. >> The most mostly fake, >> The most mostly fake, >> The most mostly fake, >> but it's it's a great conversation. The >> but it's it's a great conversation. The >> but it's it's a great conversation. The two most important days of your life are two most important days of your life are two most important days of your life are the day you are born and the day you the day you are born and the day you the day you are born and the day you find out why.

find out why. find out why. >> I've heard that a lot as well. >> I've heard that a lot as well. >> I've heard that a lot as well. >> And my small shift is not the day you >> And my small shift is not the day you >> And my small shift is not the day you find out why, it's the day you decide find out why, it's the day you decide find out why, it's the day you decide why. why. why. Because this isn't something you're born Because this isn't something you're born Because this isn't something you're born with. This is something you choose. with. This is something you choose. with. This is something you choose. And if you make the decision, like my And if you make the decision, like my And if you make the decision, like my friend Jacqueline, to say there are 400 friend Jacqueline, to say there are 400 friend Jacqueline, to say there are 400 million people on this earth who are million people on this earth who are million people on this earth who are making three or four dollars a day. I'm making three or four dollars a day. I'm making three or four dollars a day. I'm going to devote a generation of my life going to devote a generation of my life going to devote a generation of my life to helping them. You can go do that. And to helping them. You can go do that. And to helping them. You can go do that. And most people don't have the head start. most people don't have the head start. most people don't have the head start. Most people aren't starting at mile 20 Most people aren't starting at mile 20 Most people aren't starting at mile 20 of the marathon. Some people are of the marathon. Some people are of the marathon. Some people are starting behind others. But we still get starting behind others. But we still get starting behind others. But we still get to decide based on who we are, what we to decide based on who we are, what we to decide based on who we are, what we know, what we've got access to, which know, what we've got access to, which know, what we've got access to, which problems are we going to solve and who's problems are we going to solve and who's problems are we going to solve and who's going to benefit from us solving those going to benefit from us solving those going to benefit from us solving those problems. That is what I think Twain was problems. That is what I think Twain was problems. That is what I think Twain was trying to get at. trying to get at. trying to get at. >> And my last one, >> And my last one, >> And my last one, this one from a very famous guy whose this one from a very famous guy whose this one from a very famous guy whose device I'm using right now. device I'm using right now. device I'm using right now. >> The only way to do great work is to love >> The only way to do great work is to love >> The only way to do great work is to love what you do. Bingo. If you haven't found what you do. Bingo. If you haven't found what you do. Bingo. If you haven't found it yet, keep looking. Don't settle.

it yet, keep looking. Don't settle. it yet, keep looking. Don't settle. >> Who is that? That's Steve Jobs. And I I >> Who is that? That's Steve Jobs. And I I >> Who is that? That's Steve Jobs. And I I think the keep looking part might mean think the keep looking part might mean think the keep looking part might mean look inside. Don't look over there. look inside. Don't look over there. look inside. Don't look over there. Why is it that you don't love what you Why is it that you don't love what you Why is it that you don't love what you do right now? Let's unnot that first. Is do right now? Let's unnot that first. Is do right now? Let's unnot that first. Is it because you're being disrespected? Is it because you're being disrespected? Is it because you're being disrespected? Is it because the external narrative of it because the external narrative of it because the external narrative of what's happening is undermining who you what's happening is undermining who you what's happening is undermining who you hope to be? If we can get clear about hope to be? If we can get clear about hope to be? If we can get clear about that, finding the next thing gets way that, finding the next thing gets way that, finding the next thing gets way easier. You're not giving in to this easier. You're not giving in to this easier. You're not giving in to this lottery of hoping you get picked by the lottery of hoping you get picked by the lottery of hoping you get picked by the next right boss. You can go hire a boss. next right boss. You can go hire a boss. next right boss. You can go hire a boss. And when you hire the right boss, your And when you hire the right boss, your And when you hire the right boss, your job is transformed. job is transformed. job is transformed. >> At the heart of a lot of this is this >> At the heart of a lot of this is this >> At the heart of a lot of this is this word perfectionism. word perfectionism. word perfectionism. >> That's a that's a big knot. You know, >> That's a that's a big knot. You know, >> That's a that's a big knot. You know, when I thinking about the young lady when I thinking about the young lady when I thinking about the young lady that came up to me in the Apple store that came up to me in the Apple store that came up to me in the Apple store the other day and told me that she's the other day and told me that she's the other day and told me that she's been thinking about her podcast for two been thinking about her podcast for two been thinking about her podcast for two years and she's been working on it for years and she's been working on it for years and she's been working on it for two years, but it's never been published two years, but it's never been published two years, but it's never been published yet. What I heard there is perfectionism yet. What I heard there is perfectionism yet. What I heard there is perfectionism maybe as a form of procrastination.

maybe as a form of procrastination. maybe as a form of procrastination. Perfectionism is a trap every time. Perfectionism is a trap every time. Perfectionism is a trap every time. Perfectionism has nothing to do with Perfectionism has nothing to do with Perfectionism has nothing to do with quality. So the word quality has a very quality. So the word quality has a very quality. So the word quality has a very specific meaning. It doesn't mean specific meaning. It doesn't mean specific meaning. It doesn't mean luxury. It means meets spec. luxury. It means meets spec. luxury. It means meets spec. So, the quality of a 1998 Toyota Celica So, the quality of a 1998 Toyota Celica So, the quality of a 1998 Toyota Celica was higher than the quality of a was higher than the quality of a was higher than the quality of a Rolls-Royce in 1998 because the pieces Rolls-Royce in 1998 because the pieces Rolls-Royce in 1998 because the pieces fit together better. They met spec. It fit together better. They met spec. It fit together better. They met spec. It wasn't all over the place. If you're not wasn't all over the place. If you're not wasn't all over the place. If you're not happy with the quality, make the spec happy with the quality, make the spec happy with the quality, make the spec better better. But perfectionism says better better. But perfectionism says better better. But perfectionism says perfect feels like an honorable thing to perfect feels like an honorable thing to perfect feels like an honorable thing to pursue, but perfect is unachievable. So, pursue, but perfect is unachievable. So, pursue, but perfect is unachievable. So, if I announce I'm a perfectionist, I'm if I announce I'm a perfectionist, I'm if I announce I'm a perfectionist, I'm hiding because what I've just announced hiding because what I've just announced hiding because what I've just announced is I'm never going to need to ship this is I'm never going to need to ship this is I'm never going to need to ship this because it's never going to be perfect. because it's never going to be perfect. because it's never going to be perfect. >> One of the other words that I think does >> One of the other words that I think does >> One of the other words that I think does tie people in knots as well is this word tie people in knots as well is this word tie people in knots as well is this word authenticity. authenticity. authenticity. >> Yeah. >> Yeah. >> Yeah. >> Because authenticity is is a terrifying >> Because authenticity is is a terrifying >> Because authenticity is is a terrifying concept when you really think about it. concept when you really think about it. concept when you really think about it. >> What do you think of this idea? >> What do you think of this idea? >> What do you think of this idea? >> It's a trap. And authenticity is for >> It's a trap. And authenticity is for >> It's a trap. And authenticity is for amateurs.

amateurs. amateurs. >> Your friends need you to be authentic. >> Your friends need you to be authentic. >> Your friends need you to be authentic. Your family wants you to be authentic. Your family wants you to be authentic. Your family wants you to be authentic. Nobody else. Professionals are not Nobody else. Professionals are not Nobody else. Professionals are not authentic. Professionals are consistent. authentic. Professionals are consistent. authentic. Professionals are consistent. Professionals make a promise and they Professionals make a promise and they Professionals make a promise and they keep it. So if you're having knee keep it. So if you're having knee keep it. So if you're having knee surgery, you don't want the doctor to surgery, you don't want the doctor to surgery, you don't want the doctor to authentically be in a bad mood and screw authentically be in a bad mood and screw authentically be in a bad mood and screw up. You want them to be the best version up. You want them to be the best version up. You want them to be the best version of themselves, even if they don't feel of themselves, even if they don't feel of themselves, even if they don't feel like it. And Keanu Reeves, he's not like it. And Keanu Reeves, he's not like it. And Keanu Reeves, he's not authentically Neo. He's an actor. He's authentically Neo. He's an actor. He's authentically Neo. He's an actor. He's pretending to be Neo. If he was playing pretending to be Neo. If he was playing pretending to be Neo. If he was playing Keanu Reeves in the movie, it wouldn't Keanu Reeves in the movie, it wouldn't Keanu Reeves in the movie, it wouldn't be any good. be any good. be any good. on social media if you're gonna show up on social media if you're gonna show up on social media if you're gonna show up and show up and show up. Unless you're a and show up and show up. Unless you're a and show up and show up. Unless you're a diva, then we're watching you diva, then we're watching you diva, then we're watching you self-destruct. That's what we're paying self-destruct. That's what we're paying self-destruct. That's what we're paying for. You know, like Amy Winehouse or for. You know, like Amy Winehouse or for. You know, like Amy Winehouse or something. Everybody else, we want them something. Everybody else, we want them something. Everybody else, we want them to be consistent. And consistent means to be consistent. And consistent means to be consistent. And consistent means you made a choice about the promise you made a choice about the promise you made a choice about the promise you're going to make and you keep the you're going to make and you keep the you're going to make and you keep the promise over and over again. So, when promise over and over again. So, when promise over and over again. So, when I'm writing my blog, I am playing the I'm writing my blog, I am playing the I'm writing my blog, I am playing the role of Seth Goden, the blogger. It is role of Seth Goden, the blogger. It is role of Seth Goden, the blogger. It is not authentically how I felt in that not authentically how I felt in that not authentically how I felt in that moment. It's my best version of what I moment. It's my best version of what I moment. It's my best version of what I think Seth Goden the blogger would say think Seth Goden the blogger would say think Seth Goden the blogger would say today. And we've spent time together. I today. And we've spent time together. I today. And we've spent time together. I like you a lot, but I don't know you.

like you a lot, but I don't know you. like you a lot, but I don't know you. And that's for your friends and your And that's for your friends and your And that's for your friends and your partner. So authenticity as a buzzword partner. So authenticity as a buzzword partner. So authenticity as a buzzword is a version of resistance. It's one is a version of resistance. It's one is a version of resistance. It's one more way to hide. We say, "Oh, I was more way to hide. We say, "Oh, I was more way to hide. We say, "Oh, I was just being authentic." No, you were just just being authentic." No, you were just just being authentic." No, you were just being a jerk and that's why I rejected being a jerk and that's why I rejected being a jerk and that's why I rejected you. because you chose to be a jerk, not you. because you chose to be a jerk, not you. because you chose to be a jerk, not because you were authentic. We say, "I because you were authentic. We say, "I because you were authentic. We say, "I [snorts] can't write the next novel [snorts] can't write the next novel [snorts] can't write the next novel because it wouldn't authentically be who because it wouldn't authentically be who because it wouldn't authentically be who I am." Well, yeah, but the people you're I am." Well, yeah, but the people you're I am." Well, yeah, but the people you're writing the novel from don't know you. writing the novel from don't know you. writing the novel from don't know you. They just want to read the next Perry They just want to read the next Perry They just want to read the next Perry Mason novel. Write that or else get out Mason novel. Write that or else get out Mason novel. Write that or else get out of this circle we're in because that's of this circle we're in because that's of this circle we're in because that's what they came for. what they came for. what they came for. >> In some way, these two things are >> In some way, these two things are >> In some way, these two things are somewhat interlin. So, I was thinking, somewhat interlin. So, I was thinking, somewhat interlin. So, I was thinking, you know, as a podcaster, I know that you know, as a podcaster, I know that you know, as a podcaster, I know that I'm going to have to do if I want to I'm going to have to do if I want to I'm going to have to do if I want to sort of accomplish my goals and continue sort of accomplish my goals and continue sort of accomplish my goals and continue to have this life, I'm going to have to to have this life, I'm going to have to to have this life, I'm going to have to do thousands and thousands and thousands do thousands and thousands and thousands do thousands and thousands and thousands and thousands and thousands of episodes. and thousands and thousands of episodes. and thousands and thousands of episodes. And one of the ways that I'm going to be And one of the ways that I'm going to be And one of the ways that I'm going to be able to do that is by being as authentic able to do that is by being as authentic able to do that is by being as authentic as I possibly can because it's very I as I possibly can because it's very I as I possibly can because it's very I find it to be very exhausting to to be find it to be very exhausting to to be find it to be very exhausting to to be inauthentic in that way. One like very inauthentic in that way. One like very inauthentic in that way. One like very practical way that I mean that is when I practical way that I mean that is when I practical way that I mean that is when I look at my guest booking request list look at my guest booking request list look at my guest booking request list that my team sends me.

that my team sends me. that my team sends me. >> I go down there and I look at all the >> I go down there and I look at all the >> I go down there and I look at all the people. I go, "Oh my god, okay, so that people. I go, "Oh my god, okay, so that people. I go, "Oh my god, okay, so that person's got 100 million followers and person's got 100 million followers and person's got 100 million followers and they're a super famous person. I've they're a super famous person. I've they're a super famous person. I've never watched their movies. I have no never watched their movies. I have no never watched their movies. I have no idea who they are cuz I don't really idea who they are cuz I don't really idea who they are cuz I don't really watch many movies." But, you know, I watch many movies." But, you know, I watch many movies." But, you know, I guess I could be authentic and pretend guess I could be authentic and pretend guess I could be authentic and pretend to care about that thing. But then this to care about that thing. But then this to care about that thing. But then this principle comes into my mind, which is, principle comes into my mind, which is, principle comes into my mind, which is, well, then I wouldn't be able to do this well, then I wouldn't be able to do this well, then I wouldn't be able to do this for a long time. I wouldn't be able to for a long time. I wouldn't be able to for a long time. I wouldn't be able to be consistent if I didn't make those, be consistent if I didn't make those, be consistent if I didn't make those, dare I say, authentic decisions. For me dare I say, authentic decisions. For me dare I say, authentic decisions. For me to sit here and try and be someone else to sit here and try and be someone else to sit here and try and be someone else in those hours and hours and hours times in those hours and hours and hours times in those hours and hours and hours times by 10,000 episodes, I wouldn't be able by 10,000 episodes, I wouldn't be able by 10,000 episodes, I wouldn't be able to be consistent. to be consistent. to be consistent. >> Thank you for calling this out. what you >> Thank you for calling this out. what you >> Thank you for calling this out. what you just said doesn't contradict what I just said doesn't contradict what I just said doesn't contradict what I said. It's really important we highlight said. It's really important we highlight said. It's really important we highlight this. You should not sign up for this. You should not sign up for this. You should not sign up for something where you cannot happily be something where you cannot happily be something where you cannot happily be consistent. And so let's think about a consistent. And so let's think about a consistent. And so let's think about a teacher. The teacher knows everything teacher. The teacher knows everything teacher. The teacher knows everything they're teaching. The students know they're teaching. The students know they're teaching. The students know nothing they're teaching. So the nothing they're teaching. So the nothing they're teaching. So the empathic solution is not to empathic solution is not to empathic solution is not to authentically talk about whatever is authentically talk about whatever is authentically talk about whatever is interesting to you. It's to create the interesting to you. It's to create the interesting to you. It's to create the conditions for you to teach people so conditions for you to teach people so conditions for you to teach people so that they can start to get closer to that they can start to get closer to that they can start to get closer to where you are. That's a commitment, not where you are. That's a commitment, not where you are. That's a commitment, not an authenticity thing. It's what kind of an authenticity thing. It's what kind of an authenticity thing. It's what kind of taste am I going to bring so I can taste am I going to bring so I can taste am I going to bring so I can consistently make a promise and keep it.

consistently make a promise and keep it. consistently make a promise and keep it. That needs to rhyme with what you would That needs to rhyme with what you would That needs to rhyme with what you would do if it was your hobby. But it do if it was your hobby. But it do if it was your hobby. But it shouldn't be your hobby. When you turn shouldn't be your hobby. When you turn shouldn't be your hobby. When you turn your hobby into a business, you ruin your hobby into a business, you ruin your hobby into a business, you ruin both of them. both of them. both of them. >> So, do I conclude then that it's this >> So, do I conclude then that it's this >> So, do I conclude then that it's this sort of dance between sort of dance between sort of dance between me and my authentic self and the thing me and my authentic self and the thing me and my authentic self and the thing that I can do to be consistent at this that I can do to be consistent at this that I can do to be consistent at this goal? Is it a dance? goal? Is it a dance? goal? Is it a dance? >> It's a dance because people who are >> It's a dance because people who are >> It's a dance because people who are happy find consistency that rhymes with happy find consistency that rhymes with happy find consistency that rhymes with their overall authentic self. their overall authentic self. their overall authentic self. >> And their overall authentic self, it >> And their overall authentic self, it >> And their overall authentic self, it turns out, changes over time based on turns out, changes over time based on turns out, changes over time based on the promises they made. So if you hang the promises they made. So if you hang the promises they made. So if you hang out with people on Wall Street, even if out with people on Wall Street, even if out with people on Wall Street, even if they weren't, you know, loud and short they weren't, you know, loud and short they weren't, you know, loud and short cycle kinds of people when they got the cycle kinds of people when they got the cycle kinds of people when they got the job, they authentically became like that job, they authentically became like that job, they authentically became like that because that's who they were surrounded because that's who they were surrounded because that's who they were surrounded by. affiliation, status, we change. by. affiliation, status, we change. by. affiliation, status, we change. We're not who we were. And so, we get to We're not who we were. And so, we get to We're not who we were. And so, we get to pick this arc. It cost me a lot coming pick this arc. It cost me a lot coming pick this arc. It cost me a lot coming out of business school to be an out of business school to be an out of business school to be an undermployed entrepreneur in the undermployed entrepreneur in the undermployed entrepreneur in the creative business, not joining um you creative business, not joining um you creative business, not joining um you know, Apple or Activision or something know, Apple or Activision or something know, Apple or Activision or something like that. So, for years, I was behind like that. So, for years, I was behind like that. So, for years, I was behind on the status ladder of my peers. That's on the status ladder of my peers. That's on the status ladder of my peers. That's an investment on the long arc of quote an investment on the long arc of quote an investment on the long arc of quote authentically becoming the kind of authentically becoming the kind of authentically becoming the kind of person I want to be all day. But I said person I want to be all day. But I said person I want to be all day. But I said to myself, if I have to make a promise to myself, if I have to make a promise to myself, if I have to make a promise to an engineering company that I'm going to an engineering company that I'm going to an engineering company that I'm going to be Dilbert all day every day, I'm to be Dilbert all day every day, I'm to be Dilbert all day every day, I'm going to die a little bit inside until going to die a little bit inside until going to die a little bit inside until it's over. And I don't want to do that.

it's over. And I don't want to do that. it's over. And I don't want to do that. >> All industries are changing. >> All industries are changing. >> All industries are changing. AI. AI. AI. What are your thoughts on this crazy new What are your thoughts on this crazy new What are your thoughts on this crazy new technology that has come down from? technology that has come down from? technology that has come down from? >> So, so my background here is uh when I >> So, so my background here is uh when I >> So, so my background here is uh when I was at Stanford in 1983, I took a PhD was at Stanford in 1983, I took a PhD was at Stanford in 1983, I took a PhD course with Doug Lenat who was one of course with Doug Lenat who was one of course with Doug Lenat who was one of the fathers of AI. I worked with Isaac the fathers of AI. I worked with Isaac the fathers of AI. I worked with Isaac Azimov and Arthur C. Clark in my first Azimov and Arthur C. Clark in my first Azimov and Arthur C. Clark in my first real job. So, I've been a science real job. So, I've been a science real job. So, I've been a science fiction person thinking about AI my fiction person thinking about AI my fiction person thinking about AI my whole life. whole life. whole life. >> And so, when it finally showed up, I was >> And so, when it finally showed up, I was >> And so, when it finally showed up, I was like, "Yes, it's finally here." And I'd like, "Yes, it's finally here." And I'd like, "Yes, it's finally here." And I'd been writing about it for a while. while been writing about it for a while. while been writing about it for a while. while I did some AI related products. Here's I did some AI related products. Here's I did some AI related products. Here's my two big ideas. Number one, this is my two big ideas. Number one, this is my two big ideas. Number one, this is the biggest change in our world since the biggest change in our world since the biggest change in our world since electricity. electricity. electricity. And number two, either you work for AI And number two, either you work for AI And number two, either you work for AI or AI works for you. or AI works for you. or AI works for you. And what do I mean by those two things? And what do I mean by those two things? And what do I mean by those two things? There were companies and workers in 1890 There were companies and workers in 1890 There were companies and workers in 1890 who said, "Ah, I'll wait for electricity who said, "Ah, I'll wait for electricity who said, "Ah, I'll wait for electricity to go away. I'm just going to keep being to go away. I'm just going to keep being to go away. I'm just going to keep being a blacksmith or whatever it is." That a blacksmith or whatever it is." That a blacksmith or whatever it is." That did not work out very well. This is like did not work out very well. This is like did not work out very well. This is like that but much much faster.

that but much much faster. that but much much faster. And then the AI thing is if you work for And then the AI thing is if you work for And then the AI thing is if you work for an AI, it's not going to treat you very an AI, it's not going to treat you very an AI, it's not going to treat you very well. It's not going to be secure and well. It's not going to be secure and well. It's not going to be secure and it's not going to make you happy because it's not going to make you happy because it's not going to make you happy because bosses are going to keep pushing the AI bosses are going to keep pushing the AI bosses are going to keep pushing the AI to do all the good parts and you to be a to do all the good parts and you to be a to do all the good parts and you to be a gig worker for all the parts that the AI gig worker for all the parts that the AI gig worker for all the parts that the AI can't do yet. But if you can say, I use can't do yet. But if you can say, I use can't do yet. But if you can say, I use AI to connect humans. I use AI to build AI to connect humans. I use AI to build AI to connect humans. I use AI to build a network of people. a network of people. a network of people. We don't know how to replace networks of We don't know how to replace networks of We don't know how to replace networks of people. And AI is never going to be able people. And AI is never going to be able people. And AI is never going to be able to replace networks of people. If you to replace networks of people. If you to replace networks of people. If you are trusted and connecting and leading are trusted and connecting and leading are trusted and connecting and leading using whatever AI tools you want, you're using whatever AI tools you want, you're using whatever AI tools you want, you're never going to have trouble making a never going to have trouble making a never going to have trouble making a living. And so that's what you say, living. And so that's what you say, living. And so that's what you say, okay, if I have these tools, how do I okay, if I have these tools, how do I okay, if I have these tools, how do I use them not to be a junior, smaller use them not to be a junior, smaller use them not to be a junior, smaller version of open AI, but use them the version of open AI, but use them the version of open AI, but use them the same way that the movie theater used same way that the movie theater used same way that the movie theater used electricity, right? That the electric electricity, right? That the electric electricity, right? That the electric company brought electricity to lots of company brought electricity to lots of company brought electricity to lots of businesses, but it took a movie theater businesses, but it took a movie theater businesses, but it took a movie theater to figure out how to get you to pay $5 to figure out how to get you to pay $5 to figure out how to get you to pay $5 to see the movie. You used the word to see the movie. You used the word to see the movie. You used the word people and humans within that answer and people and humans within that answer and people and humans within that answer and it made me made me sort of think that it made me made me sort of think that it made me made me sort of think that actually maybe the great opportunity in actually maybe the great opportunity in actually maybe the great opportunity in in a world of artificial intelligence is in a world of artificial intelligence is in a world of artificial intelligence is not to try and be the world's best not to try and be the world's best not to try and be the world's best accountant because maybe the accountant because maybe the accountant because maybe the intelligence is going to be great at intelligence is going to be great at intelligence is going to be great at that but all the human stuff.

that but all the human stuff. that but all the human stuff. >> Correct. >> Correct. >> Correct. >> All the human and the people stuff. >> All the human and the people stuff. >> All the human and the people stuff. >> Yes. Exactly right. Good taste. >> Yes. Exactly right. Good taste. >> Yes. Exactly right. Good taste. Understanding who trusts you and why. Understanding who trusts you and why. Understanding who trusts you and why. There are very few jobs where if I can There are very few jobs where if I can There are very few jobs where if I can write down what you do all day, I can't write down what you do all day, I can't write down what you do all day, I can't find an AI to do it faster and cheaper find an AI to do it faster and cheaper find an AI to do it faster and cheaper than you. than you. than you. >> Interesting. >> Interesting. >> Interesting. >> So, you want a job where I can't write >> So, you want a job where I can't write >> So, you want a job where I can't write down what you do all day [laughter] and down what you do all day [laughter] and down what you do all day [laughter] and then you'll be fine. then you'll be fine. then you'll be fine. >> Well, the quiet quitter is >> Well, the quiet quitter is >> Well, the quiet quitter is >> well, I mean, so if you think about what >> well, I mean, so if you think about what >> well, I mean, so if you think about what does a bookkeeper do? I can write down does a bookkeeper do? I can write down does a bookkeeper do? I can write down all the rules of bookkeeping and hire a all the rules of bookkeeping and hire a all the rules of bookkeeping and hire a different bookkeeper tomorrow and my different bookkeeper tomorrow and my different bookkeeper tomorrow and my business isn't going to fail. business isn't going to fail. business isn't going to fail. That's something AI is going to get That's something AI is going to get That's something AI is going to get really good at. really fast because once really good at. really fast because once really good at. really fast because once we can write down rules, AI knows how to we can write down rules, AI knows how to we can write down rules, AI knows how to follow them. On the other hand, somebody follow them. On the other hand, somebody follow them. On the other hand, somebody the way you were talking about u your the way you were talking about u your the way you were talking about u your good taste about who the next guest good taste about who the next guest good taste about who the next guest should be. You can't write down the should be. You can't write down the should be. You can't write down the algorithm for how to do that. your algorithm for how to do that. your algorithm for how to do that. your awareness of the world you're in. The awareness of the world you're in. The awareness of the world you're in. The fact that you have read so many books, fact that you have read so many books, fact that you have read so many books, met so many people, talked to so many met so many people, talked to so many met so many people, talked to so many listeners. I can't write all that down listeners. I can't write all that down listeners. I can't write all that down with instructions to get Claude to do with instructions to get Claude to do with instructions to get Claude to do that for me.

that for me. that for me. >> I was thinking about my fiance actually. >> I was thinking about my fiance actually. >> I was thinking about my fiance actually. She runs a business called Bali Breath She runs a business called Bali Breath She runs a business called Bali Breath Work and what she does is she takes Work and what she does is she takes Work and what she does is she takes women away on these retreats for seven women away on these retreats for seven women away on these retreats for seven days. And I see these these the the sort days. And I see these these the the sort days. And I see these these the the sort of feedback and the testimonials and the of feedback and the testimonials and the of feedback and the testimonials and the videos that these women send and they videos that these women send and they videos that these women send and they love it. Mhm. love it. Mhm. love it. Mhm. >> I always say to her, don't worry about >> I always say to her, don't worry about >> I always say to her, don't worry about >> most of what they got out of it >> most of what they got out of it >> most of what they got out of it >> is each other. >> is each other. >> is each other. >> Yeah. >> Yeah. >> Yeah. >> And when we let the computer networks >> And when we let the computer networks >> And when we let the computer networks take over, it keeps pushing us away from take over, it keeps pushing us away from take over, it keeps pushing us away from each other. It pretends we're connecting each other. It pretends we're connecting each other. It pretends we're connecting on social media, but people are more on social media, but people are more on social media, but people are more lonely than ever before. But when we lonely than ever before. But when we lonely than ever before. But when we figure out how to connect human to figure out how to connect human to figure out how to connect human to human, we create value. And ultimately, human, we create value. And ultimately, human, we create value. And ultimately, if you want to make a living, you're if you want to make a living, you're if you want to make a living, you're going to have to create value. And the going to have to create value. And the going to have to create value. And the bosses that are right now cost reducing bosses that are right now cost reducing bosses that are right now cost reducing as fast as they can have no imagination. as fast as they can have no imagination. as fast as they can have no imagination. They're saying, "Oh, this is cheap, They're saying, "Oh, this is cheap, They're saying, "Oh, this is cheap, super offshore labor. It's called a super offshore labor. It's called a super offshore labor. It's called a computer. I can get rid of 400 customer computer. I can get rid of 400 customer computer. I can get rid of 400 customer service reps." service reps." service reps." >> They're racing to the bottom. Some >> They're racing to the bottom. Some >> They're racing to the bottom. Some people are racing to the top. How can I people are racing to the top. How can I people are racing to the top. How can I make this more human? How can I make it make this more human? How can I make it make this more human? How can I make it so that now that I've augmented doctors so that now that I've augmented doctors so that now that I've augmented doctors with these AI tools, they're going to with these AI tools, they're going to with these AI tools, they're going to spend more time per patient, not less spend more time per patient, not less spend more time per patient, not less time per patient? Mhm.

time per patient? Mhm. time per patient? Mhm. >> Because we know that patients that have >> Because we know that patients that have >> Because we know that patients that have doctors that spend more time with them doctors that spend more time with them doctors that spend more time with them are more satisfied. are more satisfied. are more satisfied. >> So that's a business advantage because >> So that's a business advantage because >> So that's a business advantage because now someone can either stay home, talk now someone can either stay home, talk now someone can either stay home, talk to Dr. Google and figure out what's to Dr. Google and figure out what's to Dr. Google and figure out what's wrong with them and never go to the wrong with them and never go to the wrong with them and never go to the doctor or they can go to a doctor that's doctor or they can go to a doctor that's doctor or they can go to a doctor that's worth paying for because that doctor has worth paying for because that doctor has worth paying for because that doctor has an AI working for them. an AI working for them. an AI working for them. It's very true. It's very true. It's very true. Is there anything else in the knot Is there anything else in the knot Is there anything else in the knot that we haven't talked about that we that we haven't talked about that we that we haven't talked about that we should have talked about? Obviously, I should have talked about? Obviously, I should have talked about? Obviously, I want everyone to go and buy the book. want everyone to go and buy the book. want everyone to go and buy the book. Um, I I I love what you did on here. I Um, I I I love what you did on here. I Um, I I I love what you did on here. I think this is probably worth just think this is probably worth just think this is probably worth just spending a second on, but I mean, do you spending a second on, but I mean, do you spending a second on, but I mean, do you know when you see an idea and you just know when you see an idea and you just know when you see an idea and you just wish it was yours? [laughter] wish it was yours? [laughter] wish it was yours? [laughter] This is one such example. This is one such example. This is one such example. >> Yeah, that's the names of all the people >> Yeah, that's the names of all the people >> Yeah, that's the names of all the people who pre-ordered the book from my site who pre-ordered the book from my site who pre-ordered the book from my site and then I used a a gray tone. So if you and then I used a a gray tone. So if you and then I used a a gray tone. So if you look at it from a distance just right, look at it from a distance just right, look at it from a distance just right, it says the word purpose as in what is it says the word purpose as in what is it says the word purpose as in what is the project you're trying to do? Let me the project you're trying to do? Let me the project you're trying to do? Let me close with the story of of Dame Fina close with the story of of Dame Fina close with the story of of Dame Fina Cooper Cooper Cooper >> because a lot of times we talk about, >> because a lot of times we talk about, >> because a lot of times we talk about, you know, the personal thing. What you know, the personal thing. What you know, the personal thing. What should this Uber driver do? But then should this Uber driver do? But then should this Uber driver do? But then there other times we talk about systemic there other times we talk about systemic there other times we talk about systemic injustice. Are we all victims? So Dame injustice. Are we all victims? So Dame injustice. Are we all victims? So Dame Cooper was uh an indigenous person Cooper was uh an indigenous person Cooper was uh an indigenous person growing up in New Zealand and New growing up in New Zealand and New growing up in New Zealand and New Zealand was the last major country to be Zealand was the last major country to be Zealand was the last major country to be colonized by the United Kingdom and so colonized by the United Kingdom and so colonized by the United Kingdom and so huge amounts of native lands were taken

huge amounts of native lands were taken huge amounts of native lands were taken and the uh indigenous people were and the uh indigenous people were and the uh indigenous people were disenfranchised in a lot of ways. It's disenfranchised in a lot of ways. It's disenfranchised in a lot of ways. It's really tragic when you think about it. really tragic when you think about it. really tragic when you think about it. And Dame Cooper at the age of 78 or so And Dame Cooper at the age of 78 or so And Dame Cooper at the age of 78 or so decided that she would use her status decided that she would use her status decided that she would use her status and affiliation within the tribe she was and affiliation within the tribe she was and affiliation within the tribe she was part of to capture the attention of the part of to capture the attention of the part of to capture the attention of the entire nation and try to put indigenous entire nation and try to put indigenous entire nation and try to put indigenous people's rights on the agenda. So you people's rights on the agenda. So you people's rights on the agenda. So you look at this and say here's this woman, look at this and say here's this woman, look at this and say here's this woman, she doesn't she's not famous. She she doesn't she's not famous. She she doesn't she's not famous. She doesn't have a lot of money. She's doesn't have a lot of money. She's doesn't have a lot of money. She's almost 80 years old. What could she almost 80 years old. What could she almost 80 years old. What could she possibly do? this is a problem or it's a possibly do? this is a problem or it's a possibly do? this is a problem or it's a situation. If it's a situation, what are situation. If it's a situation, what are situation. If it's a situation, what are we gonna do? Just live with it. But if we gonna do? Just live with it. But if we gonna do? Just live with it. But if it's a problem, let's figure out where it's a problem, let's figure out where it's a problem, let's figure out where are the pieces to make progress happen. are the pieces to make progress happen. are the pieces to make progress happen. She organizes 50 people. Most of us She organizes 50 people. Most of us She organizes 50 people. Most of us could organize 50 people. And they start could organize 50 people. And they start could organize 50 people. And they start marching to the Capitol marching to the Capitol marching to the Capitol and they do the work to spread the the and they do the work to spread the the and they do the work to spread the the news in advance. And day after day after news in advance. And day after day after news in advance. And day after day after day for more than a month, this group of day for more than a month, this group of day for more than a month, this group of people is walking to the Capitol. She's people is walking to the Capitol. She's people is walking to the Capitol. She's on the front page of every newspaper in on the front page of every newspaper in on the front page of every newspaper in New Zealand by halfway through. Now New Zealand by halfway through. Now New Zealand by halfway through. Now there's a 100 people, 200 people, 2,000 there's a 100 people, 200 people, 2,000 there's a 100 people, 200 people, 2,000 people. By the time they get to the people. By the time they get to the people. By the time they get to the capital, there are 4,000 people capital, there are 4,000 people capital, there are 4,000 people patiently marching side by side. And patiently marching side by side. And patiently marching side by side. And they presented their demands, they presented their demands, they presented their demands, requirements, suggestions to the requirements, suggestions to the requirements, suggestions to the parliament. And too late, not enough.

parliament. And too late, not enough. parliament. And too late, not enough. But in a very big way, it shifted the But in a very big way, it shifted the But in a very big way, it shifted the culture of the entire country, changed culture of the entire country, changed culture of the entire country, changed the laws about how land was allocated the laws about how land was allocated the laws about how land was allocated and made a really fundamental and made a really fundamental and made a really fundamental difference. She didn't do that by difference. She didn't do that by difference. She didn't do that by herself, but she understood she had herself, but she understood she had herself, but she understood she had enough agency to connect the others, to enough agency to connect the others, to enough agency to connect the others, to create a culture, to show up and show up create a culture, to show up and show up create a culture, to show up and show up and show up with a practice. So, if one and show up with a practice. So, if one and show up with a practice. So, if one 80-year-old woman can change an entire 80-year-old woman can change an entire 80-year-old woman can change an entire country, what can we do? Right? We can't country, what can we do? Right? We can't country, what can we do? Right? We can't drive to London or Washington DC and drive to London or Washington DC and drive to London or Washington DC and change everything. But what we can do is change everything. But what we can do is change everything. But what we can do is find the others, come up with the story find the others, come up with the story find the others, come up with the story we can tell ourselves and the others and we can tell ourselves and the others and we can tell ourselves and the others and establish a new normal. The only way the establish a new normal. The only way the establish a new normal. The only way the world has ever changed is when a few world has ever changed is when a few world has ever changed is when a few people come together, build a culture people come together, build a culture people come together, build a culture and repeat it over and over and over and repeat it over and over and over and repeat it over and over and over again. again. again. For some reason when you talked about For some reason when you talked about For some reason when you talked about that and it was it was a very um that and it was it was a very um that and it was it was a very um motivating thing to hear the the subject motivating thing to hear the the subject motivating thing to hear the the subject of death came into my mind because I of death came into my mind because I of death came into my mind because I again I've dropped into the world of the again I've dropped into the world of the again I've dropped into the world of the listener right now and I guess I asked listener right now and I guess I asked listener right now and I guess I asked myself how you create that tension to do myself how you create that tension to do myself how you create that tension to do it today and not tomorrow it today and not tomorrow it today and not tomorrow >> right >> right >> right >> because there's never going to be a >> because there's never going to be a >> because there's never going to be a perfect time. Tomorrow is going to be perfect time. Tomorrow is going to be perfect time. Tomorrow is going to be imperfect. Next week's going to be imperfect. Next week's going to be imperfect. Next week's going to be imperfect. So, when faced with like lots imperfect. So, when faced with like lots imperfect. So, when faced with like lots of imperfect options, how do you create of imperfect options, how do you create of imperfect options, how do you create enough tension to get whoever's enough tension to get whoever's enough tension to get whoever's listening right now to like go do it?

listening right now to like go do it? listening right now to like go do it? >> Yeah. When the person you're dreaming of >> Yeah. When the person you're dreaming of >> Yeah. When the person you're dreaming of becoming meets the person you become, becoming meets the person you become, becoming meets the person you become, how's that meeting going to go? how's that meeting going to go? how's that meeting going to go? How do you become the person your future How do you become the person your future How do you become the person your future self thanks you for? self thanks you for? self thanks you for? Because most of us have regret. I wish I Because most of us have regret. I wish I Because most of us have regret. I wish I had done something when I was 20 or 30 had done something when I was 20 or 30 had done something when I was 20 or 30 or 40. Well, that regret's a powerful or 40. Well, that regret's a powerful or 40. Well, that regret's a powerful fuel. You said this to me before we fuel. You said this to me before we fuel. You said this to me before we started recording about regret. started recording about regret. started recording about regret. >> Yeah. >> Yeah. >> Yeah. >> And you said that >> And you said that >> And you said that >> it's actually not about what you want to >> it's actually not about what you want to >> it's actually not about what you want to accomplish. I think you said it's accomplish. I think you said it's accomplish. I think you said it's actually about some of the things that actually about some of the things that actually about some of the things that you wish you had done. you wish you had done. you wish you had done. >> Yeah. So when I think about my mistakes >> Yeah. So when I think about my mistakes >> Yeah. So when I think about my mistakes >> Yeah. >> Yeah. >> Yeah. >> And I've had so many mistakes. The >> And I've had so many mistakes. The >> And I've had so many mistakes. The mistakes I regret the most are the mistakes I regret the most are the mistakes I regret the most are the things I didn't do, not the things I things I didn't do, not the things I things I didn't do, not the things I tried that failed. The person I didn't tried that failed. The person I didn't tried that failed. The person I didn't help, the lesson I didn't teach, the help, the lesson I didn't teach, the help, the lesson I didn't teach, the door I didn't open. Because it's easy to door I didn't open. Because it's easy to door I didn't open. Because it's easy to ignore those things and just move on. ignore those things and just move on. ignore those things and just move on. But that's our power, our leverage, our But that's our power, our leverage, our But that's our power, our leverage, our agency is to be able to say, "There's a agency is to be able to say, "There's a agency is to be able to say, "There's a thing I could do. There's someone on thing I could do. There's someone on thing I could do. There's someone on that street corner who needs a hand. How that street corner who needs a hand. How that street corner who needs a hand. How do we build a thing that our future self do we build a thing that our future self do we build a thing that our future self will thank us for doing today?" And so I will thank us for doing today?" And so I will thank us for doing today?" And so I spent two years organizing the carbon spent two years organizing the carbon spent two years organizing the carbon almanac with 1900 co-authors, full-time almanac with 1900 co-authors, full-time almanac with 1900 co-authors, full-time volunteer work for me. And the 1900 of volunteer work for me. And the 1900 of volunteer work for me. And the 1900 of us got something out of seeing each us got something out of seeing each us got something out of seeing each other, working with each other, other, working with each other, other, working with each other, realizing we could do something about realizing we could do something about realizing we could do something about our understanding of our climate our understanding of our climate our understanding of our climate problem. And then it became a bestseller problem. And then it became a bestseller problem. And then it became a bestseller in five or six countries and opened the in five or six countries and opened the in five or six countries and opened the door for many of the people who door for many of the people who door for many of the people who participated in it to have more leverage

participated in it to have more leverage participated in it to have more leverage and to do the next thing. But when I and to do the next thing. But when I and to do the next thing. But when I think about that day when I said, "Well, think about that day when I said, "Well, think about that day when I said, "Well, I could post something about this and I could post something about this and I could post something about this and see who shows up." It would have been see who shows up." It would have been see who shows up." It would have been super easy to say, "Nah, let's just go super easy to say, "Nah, let's just go super easy to say, "Nah, let's just go see what's on Star Trek today." see what's on Star Trek today." see what's on Star Trek today." But the habit, the practice of saying, But the habit, the practice of saying, But the habit, the practice of saying, "Okay, this is the next thing." "Okay, this is the next thing." "Okay, this is the next thing." That begins this generative positive That begins this generative positive That begins this generative positive cycle. And it's contagious. cycle. And it's contagious. cycle. And it's contagious. And that's the magic of this sort of And that's the magic of this sort of And that's the magic of this sort of virus. If the generative contagious idea virus. If the generative contagious idea virus. If the generative contagious idea of who can I open a door for spreads, of who can I open a door for spreads, of who can I open a door for spreads, then you're probably going to end up then you're probably going to end up then you're probably going to end up living in a world that's more like the living in a world that's more like the living in a world that's more like the world you want to live in. world you want to live in. world you want to live in. Why do you continue to do things? Why do you continue to do things? Why do you continue to do things? Because you you've written more books Because you you've written more books Because you you've written more books here than I could bloody carry. I mean, here than I could bloody carry. I mean, here than I could bloody carry. I mean, you know, I was saying to you when you you know, I was saying to you when you you know, I was saying to you when you arrived that when I started my career as arrived that when I started my career as arrived that when I started my career as a marketeteer, which is, you know, that a marketeteer, which is, you know, that a marketeteer, which is, you know, that website that failed turned into a website that failed turned into a website that failed turned into a marketing business essentially and then marketing business essentially and then marketing business essentially and then I and then people everybody gives you I and then people everybody gives you I and then people everybody gives you this book when you get into marketing, this book when you get into marketing, this book when you get into marketing, which is your book, this is marketing, which is your book, this is marketing, which is your book, this is marketing, and they use your ideas all the time. I and they use your ideas all the time. I and they use your ideas all the time. I mean, one could say, Seth, you've done mean, one could say, Seth, you've done mean, one could say, Seth, you've done enough. Uh, maybe now is a good time to enough. Uh, maybe now is a good time to enough. Uh, maybe now is a good time to just enjoy it. they might say. Why do just enjoy it. they might say. Why do just enjoy it. they might say. Why do you keep going?

you keep going? you keep going? >> You know, when I invented email >> You know, when I invented email >> You know, when I invented email marketing all those years ago, I needed marketing all those years ago, I needed marketing all those years ago, I needed to do it to make a living, to eat, and to do it to make a living, to eat, and to do it to make a living, to eat, and it was thrilling to watch an industry it was thrilling to watch an industry it was thrilling to watch an industry grow up out of that. grow up out of that. grow up out of that. But after that, writing books is a lousy But after that, writing books is a lousy But after that, writing books is a lousy way to make a living, but it's a pretty way to make a living, but it's a pretty way to make a living, but it's a pretty good way to make a difference. And I good way to make a difference. And I good way to make a difference. And I said, don't turn uh your hobby into a said, don't turn uh your hobby into a said, don't turn uh your hobby into a business because you'll ruin both of business because you'll ruin both of business because you'll ruin both of them. But it's interesting to think them. But it's interesting to think them. But it's interesting to think about turning your business into a about turning your business into a about turning your business into a hobby, into the thing you love to do. hobby, into the thing you love to do. hobby, into the thing you love to do. And if someone said, "I can't share And if someone said, "I can't share And if someone said, "I can't share ideas anymore." I'm not exactly sure how ideas anymore." I'm not exactly sure how ideas anymore." I'm not exactly sure how I would spend my day. For me, when I I would spend my day. For me, when I I would spend my day. For me, when I hear from somebody who says, "I learned hear from somebody who says, "I learned hear from somebody who says, "I learned something from someone who learned it something from someone who learned it something from someone who learned it from someone who learned it from someone from someone who learned it from someone from someone who learned it from someone who learned it from you." That's who learned it from you." That's who learned it from you." That's thrilling. The only thing I'm trying to thrilling. The only thing I'm trying to thrilling. The only thing I'm trying to do is turn on some lights for people, do is turn on some lights for people, do is turn on some lights for people, offer them some dignity, and create the offer them some dignity, and create the offer them some dignity, and create the next cycle. And if you sign up for that, next cycle. And if you sign up for that, next cycle. And if you sign up for that, I'm not sure how you can stop. I'm not sure how you can stop. I'm not sure how you can stop. >> Now, maybe, just maybe, listen, I'm not >> Now, maybe, just maybe, listen, I'm not >> Now, maybe, just maybe, listen, I'm not that superstitious, but maybe there's a that superstitious, but maybe there's a that superstitious, but maybe there's a couple of people that found this couple of people that found this couple of people that found this conversation and they got to this point conversation and they got to this point conversation and they got to this point in the conversation for some kind of in the conversation for some kind of in the conversation for some kind of reason. And I imagine it's because they reason. And I imagine it's because they reason. And I imagine it's because they are in, you know, they have their knot are in, you know, they have their knot are in, you know, they have their knot somewhere. So, just to close off for somewhere. So, just to close off for somewhere. So, just to close off for those people who currently are in a bit those people who currently are in a bit those people who currently are in a bit of a knot, it could be a job, a of a knot, it could be a job, a of a knot, it could be a job, a relationship, a situationship, whatever relationship, a situationship, whatever relationship, a situationship, whatever it might be. What is your sort of it might be. What is your sort of it might be. What is your sort of closing remarks to those people that are closing remarks to those people that are closing remarks to those people that are a bit stuck and that are on that a bit stuck and that are on that a bit stuck and that are on that precipice of maybe taking a leap, a step precipice of maybe taking a leap, a step precipice of maybe taking a leap, a step forward, but they're they're tied up a forward, but they're they're tied up a forward, but they're they're tied up a little bit like these knots are.

little bit like these knots are. little bit like these knots are. >> Yeah. You're not alone. We all are. >> Yeah. You're not alone. We all are. >> Yeah. You're not alone. We all are. Every single one of us, especially me, Every single one of us, especially me, Every single one of us, especially me, we're all stuck it with something. we're all stuck it with something. we're all stuck it with something. >> Yeah. >> Yeah. >> Yeah. >> And you can forgive that and then say, >> And you can forgive that and then say, >> And you can forgive that and then say, "Okay, who can I contribute to today? "Okay, who can I contribute to today? "Okay, who can I contribute to today? who can I offer help to and maybe ask who can I offer help to and maybe ask who can I offer help to and maybe ask for help? And it doesn't mean that where for help? And it doesn't mean that where for help? And it doesn't mean that where you are is fair and it doesn't mean that you are is fair and it doesn't mean that you are is fair and it doesn't mean that what you're feeling isn't real. It is what you're feeling isn't real. It is what you're feeling isn't real. It is real. The only question is what will we real. The only question is what will we real. The only question is what will we do next? do next? do next? >> I've really sort of taken to heart this >> I've really sort of taken to heart this >> I've really sort of taken to heart this idea as well that you we talked about idea as well that you we talked about idea as well that you we talked about earlier of um just being really clear on earlier of um just being really clear on earlier of um just being really clear on which voice you're serving. which voice you're serving. which voice you're serving. >> Mhm. >> Mhm. >> Mhm. >> Because everyone's life is a noisy place >> Because everyone's life is a noisy place >> Because everyone's life is a noisy place increasingly. increasingly. increasingly. >> Yeah. You know, we're so connected in a >> Yeah. You know, we're so connected in a >> Yeah. You know, we're so connected in a digital sense. We're so connected to digital sense. We're so connected to digital sense. We're so connected to other people's lives. And even if other people's lives. And even if other people's lives. And even if someone isn't directly shouting at us someone isn't directly shouting at us someone isn't directly shouting at us and telling us what to go be and who to and telling us what to go be and who to and telling us what to go be and who to become, their life is. become, their life is. become, their life is. >> Yeah. >> Yeah. >> Yeah. >> Seeing them in Hawaii on a beach having >> Seeing them in Hawaii on a beach having >> Seeing them in Hawaii on a beach having a margarita is shouting at me, telling a margarita is shouting at me, telling a margarita is shouting at me, telling me that my life sucks and that I should me that my life sucks and that I should me that my life sucks and that I should change it and that I should be more like change it and that I should be more like change it and that I should be more like them. And in such a noisy world, I think them. And in such a noisy world, I think them. And in such a noisy world, I think maybe some of the most critical advice maybe some of the most critical advice maybe some of the most critical advice you've you've left me with is this you've you've left me with is this you've you've left me with is this central idea of like getting clear on central idea of like getting clear on central idea of like getting clear on which voice in my life I'm going to which voice in my life I'm going to which voice in my life I'm going to listen to.

listen to. listen to. >> Yeah. >> Yeah. >> Yeah. >> Cuz we fail. We end up in a knot when we >> Cuz we fail. We end up in a knot when we >> Cuz we fail. We end up in a knot when we try and serve them all. try and serve them all. try and serve them all. >> People are really lucky to have this >> People are really lucky to have this >> People are really lucky to have this show. The way you show up, you've been show. The way you show up, you've been show. The way you show up, you've been narrating this kind of journey for years narrating this kind of journey for years narrating this kind of journey for years now and you probably don't hear it often now and you probably don't hear it often now and you probably don't hear it often enough, but it's important and thank you enough, but it's important and thank you enough, but it's important and thank you for doing it. Oh, well that's a for doing it. Oh, well that's a for doing it. Oh, well that's a unbelievable compliment coming from one unbelievable compliment coming from one unbelievable compliment coming from one of my sort of personal icons. So, I of my sort of personal icons. So, I of my sort of personal icons. So, I appreciate that a lot. The knot problems appreciate that a lot. The knot problems appreciate that a lot. The knot problems can be solved. Comes out in September. can be solved. Comes out in September. can be solved. Comes out in September. If it's September, it's out now. If it's If it's September, it's out now. If it's If it's September, it's out now. If it's not, you can pre-order it. There'll be a not, you can pre-order it. There'll be a not, you can pre-order it. There'll be a link um below. But I think, you know, link um below. But I think, you know, link um below. But I think, you know, again, in the context of the world, I again, in the context of the world, I again, in the context of the world, I think unfortunately we might find think unfortunately we might find think unfortunately we might find ourselves in even more knots. So, this ourselves in even more knots. So, this ourselves in even more knots. So, this is a wonderful thing, I think, to buy is a wonderful thing, I think, to buy is a wonderful thing, I think, to buy for somebody in your life that might be for somebody in your life that might be for somebody in your life that might be in a little bit of a knot themselves. in a little bit of a knot themselves. in a little bit of a knot themselves. Um, but also to buy for yourself if you Um, but also to buy for yourself if you Um, but also to buy for yourself if you find yourself in one. Seth, we have a find yourself in one. Seth, we have a find yourself in one. Seth, we have a closing tradition on this podcast where closing tradition on this podcast where closing tradition on this podcast where the last guest leaves a question for the the last guest leaves a question for the the last guest leaves a question for the next, not knowing who they're leaving it next, not knowing who they're leaving it next, not knowing who they're leaving it for. And the question left for you, if for. And the question left for you, if for. And the question left for you, if you were given the opportunity to live you were given the opportunity to live you were given the opportunity to live forever, would you take it? forever, would you take it? forever, would you take it? >> No. That was quick. [laughter] >> No. That was quick. [laughter] >> No. That was quick. [laughter] I think walking through the world as the I think walking through the world as the I think walking through the world as the only immortal person would be only immortal person would be only immortal person would be heartbreaking and innovating and wear heartbreaking and innovating and wear heartbreaking and innovating and wear you out much faster than you think. If you out much faster than you think. If you out much faster than you think. If everyone was immortal, I think we would everyone was immortal, I think we would everyone was immortal, I think we would play by different rules as a planet and play by different rules as a planet and play by different rules as a planet and that would be fascinating. But that that would be fascinating. But that that would be fascinating. But that wasn't the question. I think if you read wasn't the question. I think if you read wasn't the question. I think if you read enough science fiction, you realize that enough science fiction, you realize that enough science fiction, you realize that selective immortality is a real curse.

selective immortality is a real curse. selective immortality is a real curse. >> Why? Because everyone around you is >> Why? Because everyone around you is >> Why? Because everyone around you is dying and you're not. Every single day, dying and you're not. Every single day, dying and you're not. Every single day, everyone's dying just a little bit more. everyone's dying just a little bit more. everyone's dying just a little bit more. And we define our humanity by our And we define our humanity by our And we define our humanity by our connections. connections. connections. >> And we're all on this journey together. >> And we're all on this journey together. >> And we're all on this journey together. And all of a sudden, you opted out of And all of a sudden, you opted out of And all of a sudden, you opted out of the journey. You're the only person on the journey. You're the only person on the journey. You're the only person on the boat that's not going where the the boat that's not going where the the boat that's not going where the boat's going. And in the short run, it boat's going. And in the short run, it boat's going. And in the short run, it would be nice that my shoulders didn't would be nice that my shoulders didn't would be nice that my shoulders didn't hurt and that my voice was fixed and hurt and that my voice was fixed and hurt and that my voice was fixed and things like that, but that would get old things like that, but that would get old things like that, but that would get old really fast. really fast. really fast. That point of connection is so That point of connection is so That point of connection is so interesting because it immediately made interesting because it immediately made interesting because it immediately made me think about my friendship circle. me think about my friendship circle. me think about my friendship circle. I've got these five best friends that I've got these five best friends that I've got these five best friends that I've had for the last 15 years and we're I've had for the last 15 years and we're I've had for the last 15 years and we're all progressing through the life stages all progressing through the life stages all progressing through the life stages together. Like they've all started together. Like they've all started together. Like they've all started having kids now and then I'm trying to having kids now and then I'm trying to having kids now and then I'm trying to have a kid at the moment and so we're have a kid at the moment and so we're have a kid at the moment and so we're like talking about that together and like talking about that together and like talking about that together and we're connecting about that together and we're connecting about that together and we're connecting about that together and it makes you know and actually my it makes you know and actually my it makes you know and actually my nightmare would be to be the only one nightmare would be to be the only one nightmare would be to be the only one that wasn't in that life phase right that wasn't in that life phase right that wasn't in that life phase right now. I feel disconnected. now. I feel disconnected. now. I feel disconnected. >> Yeah. >> Yeah. >> Yeah. >> Gosh. If I lived forever, I would Yeah. >> Gosh. If I lived forever, I would Yeah. >> Gosh. If I lived forever, I would Yeah. No, I've I've never wanted to live No, I've I've never wanted to live No, I've I've never wanted to live forever. I think it's I think it's um forever. I think it's I think it's um forever. I think it's I think it's um people need to think about the people need to think about the people need to think about the trade-offs of of everything in their trade-offs of of everything in their trade-offs of of everything in their life, but particularly this idea of life, but particularly this idea of life, but particularly this idea of longevity, longevity, longevity, >> embracing this moment, you lose that.

>> embracing this moment, you lose that. >> embracing this moment, you lose that. >> I highly recommend just before we do >> I highly recommend just before we do >> I highly recommend just before we do wrap up, people go read your blog as wrap up, people go read your blog as wrap up, people go read your blog as well. I'm going to link that below. well. I'm going to link that below. well. I'm going to link that below. >> Thank you, >> Thank you, >> Thank you, >> Seth. We're done. >> Seth. We're done. >> Seth. We're done. >> What a treat. >> What a treat. >> What a treat. >> YouTube have this new crazy algorithm >> YouTube have this new crazy algorithm >> YouTube have this new crazy algorithm where they know exactly what video you where they know exactly what video you where they know exactly what video you would like to watch next based on AI and would like to watch next based on AI and would like to watch next based on AI and all of your viewing behavior. And the all of your viewing behavior. And the all of your viewing behavior. And the algorithm says that this video is the algorithm says that this video is the algorithm says that this video is the perfect video for you. It's different perfect video for you. It's different perfect video for you. It's different for everybody looking right now. Check for everybody looking right now. Check for everybody looking right now. Check this video out and I bet you you might this video out and I bet you you might this video out and I bet you you might love it.