According to Warrillow, the number one mistake entrepreneurs make is to build a business that relies too heavily on them.
This
is a problem because when the time comes to sell, buyers aren’t confident that
the company can stand on its own—even if it’s profitable.
However, by pursuing three criteria—teachable, valuable, repeatable—you can make a business sellable.
“Don’t be afraid to say no to projects. Prove that you’re serious about specialization by turning down work that falls outside your area of expertise. The more people you say no to, the more referrals you’ll get to people who need your product or service.”
The
Five Big Ideas
You
should always run a company as if it will last forever.
The
best businesses are sellable—even if you have no intention of cashing out or
stepping back anytime soon.
Once
your business can run without you, you’ll have a valuable asset.
If
you focus on doing one thing well and hire specialists in that area, the
quality of your work will improve and you will stand out from your competitors.
Make
sure that no one client makes up more than 15 percent of your revenue.
Built to Sell Summary
You
should always run a company as if it will last forever, and yet you should also
strive constantly to maximize its value, building in the qualities that allow
it to be sold at any moment for the highest price buyers are paying for
businesses like yours.
The
best businesses are sellable, and smart business people believe that you should
build a company to be sold even if you have no intention of cashing out or
stepping back anytime soon.
Once
your business can run without you, you’ll have a valuable—sellable—asset.
Don’t
generalize; specialize. If you focus on doing one thing well and hire
specialists in that area, the quality of your work will improve and you will
stand out from your competitors.
Relying
too heavily on one client is risky and will turn off potential buyers. Make
sure that no one client makes up more than 15 percent of your revenue.
Owning
a process makes it easier to pitch and puts you in control. Be clear about what
you’re selling, and potential customers will be more likely to buy your
product.
Don’t
become synonymous with your company. If buyers aren’t confident that your
business can run without you in charge, they won’t make their best offer.
We’re
used to paying for products up front and services after they have been rendered.
Avoid
the cash suck. Once you’ve standardized your service, charge up front or use
progress billing to create a positive cash flow cycle.
Don’t
be afraid to say no to projects. Prove that you’re serious about specialization
by turning down work that falls outside your area of expertise. The more people
you say no to, the more referrals you’ll get to people who need your product or
service.
Take
some time to figure out how many pipeline prospects will likely lead to sales.
This number will become essential when you go to sell because it allows the
buyer to estimate the size of the market opportunity.
Two
sales reps are always better than one. Often competitive types, sales reps will
try to outdo each other. And having two on staff will prove to a buyer that you
have a scalable sales model, not just one good sales rep.
Hire
people who are good at selling products, not services. These people will be
better able to figure out how your product can meet a client’s needs rather
than agreeing to customize your offering to fit what the client wants.
Ignore
your profit-and-loss statement in the year you make the switch to a
standardized offering even if it means you and your employees will have to
forgo a bonus that year. As long as your cash flow remains consistent and
strong, you’ll be back in the black in no time.
You
need at least two years of financial statements reflecting your use of the
standardized offering model before you sell your company.
Build
a management team and offer them a long-term incentive plan that rewards their
personal performance and loyalty.
Find
an adviser for whom you will be neither their largest nor their smallest
client. Make sure they know your industry.
Avoid
an adviser who offers to broker a discussion with a single client. You want to
ensure there is competition for your business and avoid being used as a pawn
for your adviser to curry favor with his or her best client.
Think
big. Write a three-year business plan that paints a picture of what is possible
for your business. Remember, the company that acquires you will have more
resources for you to accelerate your growth.
If
you want to be a sellable, product-oriented business, you need to use the
language of one. Change words like “clients” to “customers” and “firm” to “business.”
Rid your website and customer-facing communications of any references that
reveal you used to be a generic service business.
Don’t
issue stock options to retain key employees after an acquisition. Instead, use
a simple stay bonus that offers the members of your management team a cash
reward if you sell your company. Pay the reward in two or more installments
only to those who stay so that you ensure your key staff stays on through the
transition.
Recommended
Reading
If
you like Built to Sell, you may also enjoy the following books:
When
you exercise your idea muscle every day you become an idea machine.
The
Five Big Ideas
“Ideas
are the currency of life. Not money. Money gets depleted until you go broke.
But good ideas buy you good experiences, buy you better ideas, buy you better
experiences, buy you more time, save your life”.
“Coming
up with ten ideas a day is like exercise. And exercise makes the idea muscle
stronger”.
“When
you come up with 10 ideas a day, or about 3000 ideas a year (depending on
weather you include weekends or not), ideas will explode out of you. You will
be unstoppable in every situation”.
“Idea
sex is mixing ideas and releasing control. It might lead to the birth of
brilliant, more powerful ideas”.
“The
more value you bring to the world with your ideas, the more value you will
bring to yourself, your family, and your community”.
Become
an Idea Machine Summary
“Ideas
are the currency of life. Not money. Money gets depleted until you go broke.
But good ideas buy you good experiences, buy you better ideas, buy you better
experiences, buy you more time, save your life”.
“Coming
up with ten ideas a day is like exercise. And exercise makes the idea muscle
stronger”.
“When
you come up with 10 ideas a day, or about 3000 ideas a year (depending on
weather you include weekends or not), ideas will explode out of you. You will
be unstoppable in every situation”.
“Remember:
complaining is draining. So I wanted to make better use of that energy rather
than fight it”.
“And
change can only start with us. From within by making sure we are physically
healthy (take a walk, bathe, take care of your health), mentally healthy
(practicing the ideas of this book), spiritually healthy by going beyond ‘thank
you’ and really feeling gratitude for new and different things every day, and
emotionally healthy by surrounding ourselves with people that support and cheer
us up”.
“That
is what happens when you train your idea muscle and then you stumble on one you
love. You are acting from inspiration, there are no goals, there is just flow,
there is just now, and this amazing feeling of doing something really good”.
“When
an idea has electricity in it you will have no choice but to move into action.
And you will love it because it will set your heart on fire”.
“Idea
sex is mixing ideas and releasing control. It might lead to the birth of
brilliant, more powerful ideas”.
“The
more value you bring to the world with your ideas, the more value you will
bring to yourself, your family, and your community”.
Recommended
Reading
If
you enjoy Become an Idea Machine, you may also like the following books:
Choose
Yourself: Be Happy, Make Millions, Live The Dream by James Altucher
The
Choose Yourself Guide to Wealth by James Altucher
The
22 Immutable Laws of Marketing by Al Ries and Jack Trout
Print
| Hardcover | Audiobook
The
22 Immutable Laws of Marketing Summary
The
22 Immutable Laws of Marketing
The
Law of Leadership
The
Law of Category
The
Law of the Mind
The
Law of Perception
The
Law of Focus
The
Law of Exclusivity
The
Law of the Ladder
The
Law of Duality
The
Law of the Opposite
The
Law of Division
The
Law of Perspective
The
Law of Line Extension
The
Law of Sacrifice
The
Law of Attributes
The
Law of Candor
The
Law of Singularity
The
Law of Unpredictability
The
Law of Success
The
Law of Failure
The
Law of Hype
The
Law of Acceleration
The
Law of Resources
The
22 Immutable Laws of Marketing Summary
Chapter
1: The Law of Leadership
Summary:
It’s better to be first than it is better.
It’s
much easier to get into the mind first than to try to convince someone you have
a better product than the one that did get there first.
In
today’s competitive environment, a me-too product with a line extension name
has little hope of becoming a big profitable brand.
The
leading brand in any category is almost always the first brand into the
prospect’s mind.
Not
every first is going to become successful. Timing is an issue—your first could
be too late.
People
tend to stick with what they’ve got.
One
reason the first brand tends to maintain its leadership is that the name often
becomes generic (e.g. “How do I make a Xerox?”).
If
you’re introducing the first brand in a new category, you should always try to
select a name that can work generically.
Marketing
is a battle of perceptions, not products.
Chapter
2: The Law of Category
Summary:
If you can’t be first in a category, set up a new category you can be first in.
If
you didn’t get into the prospect’s mind first, don’t give up hope. Find a new category
you can be first in. It’s not as difficult as you might think.
When
you launch a new product, the first question to ask yourself is not “How is
this product better than the competition?” but “First what?” In other words,
what category is this new product first in?
Everyone
is interested in what’s new. Few people are interested in what’s better.
When
you’re the first in a new category, promote the category. In essence, you have
no competition.
Chapter
3: The Law of The Mind
Summary:
It’s better to be first in the mind than to be first in the marketplace.
Being
first in the marketplace is important only to the extent that it allows you to
get in the mind first.
You
can’t change a mind once a mind is made up.
The
single most wasteful thing you can do in marketing is trying to change a mind.
If
you want to make a big impression on another person, you cannot worm your way
into their mind and then slowly build up a favorable opinion over a period of
time. The mind doesn’t work that way. You have to blast your way into the mind.
Chapter
4: The Law of Perception
Summary:
Marketing is not a battle of products, it’s a battle of perception.
All
that exists in the world of marketing are perceptions in the minds of the
customer or prospect. The perception is reality. Everything else is an
illusion.
Only
by studying how perceptions are formed in the mind and focusing your marketing
programs on those perceptions can you overcome your basically incorrect
marketing instincts.
What
makes the battle even more difficult is that customers frequently make buying
decisions based on second-hand perceptions. Instead of using their own
perceptions, they base their buying decisions on someone else’s perception of
reality. This is the “everybody knows” principle.
Chapter
5: The Law of Focus
Summary:
The most powerful concept in marketing is owning a word in the prospect’s mind.
A
company can become incredibly successful if it can find a way to own a word in
the mind of the prospect. Not a complicated word. Not an invented one. The
simple words are best, words taken right out of the dictionary.
The
leader owns the word that stands for the category.
You
can test the validity of a leadership claim by a word association test.
If
you’re not a leader, then your word has to have a narrow focus. Even more
important, however, your word has to be “available” in your category. No one
else can have a lock on it.
The
most effective words are simple and benefit orientated. No matter how
complicated the product, no matter how complicated the needs of the market,
it’s always better to focus on one word or benefit rather than two or three or
four.
Words
come in different varieties. They can be benefit related (captivity
prevention), service related (home delivery), audience related (younger
people), or sales related (preferred brand).
There
comes a time when a company must change words.
You
can’t take somebody else’s word.
What
won’t work in marketing is leaving your own word in search of a word owned by
others.
You
can’t narrow the focus with quality or any other idea that doesn’t have
proponents for the opposite point of view.
When
you develop your word to focus on, be prepared to fend off the lawyers.
Once
you have your word, you have to go out of your way to protect it in the
marketplace.
Two
companies cannot own the same word in the prospect’s mind.
Chapter
6: The Law of Exclusivity
Summary:
Two companies cannot own the same word in the prospect’s mind.
When
a competitor owns a word or position in the prospect’s mind, it is futile to
attempt to own the same word.
Chapter
7: The Law of The Ladder
Summary:
The strategy you use depends on which rung you occupy on the ladder.
All
products are not created equal. There’s a hierarchy in the mind that prospects
use in making decisions.
For
each category, there is a product ladder in the mind. On each rung is a brand
name.
Your
marketing strategy should depend on how soon you got into the mind and
consequently which rung of the ladder you occupy. The higher the better, of
course.
The
mind is selective. Prospects use their ladders in deciding which information to
accept and which information to reject. In general, a mind accepts only new
data that is consistent with its product ladder in that category. Everything
else is ignored.
Products
that are purchased infrequently and involve an unpleasant experience usually
have very few rungs on their ladders.
The
ultimate product that involves the least amount of pleasure and it purchased
once in a lifetime has no rungs on its ladder.
There’s
a relationship between market share and your position on the ladder in the
prospect’s mind. You tend to have twice the market share of the brand below you
and half the market share of the brand above you.
Seven
is the maximum number of rungs on a ladder in the prospect’s mind.
Sometimes
your own ladder, or category, is too small. It might be better to be a small
fish in a big pond than to be a big fish in a small pond. In other words, it’s
sometimes to be No. 3 on a big ladder than No. 1 on a small ladder.
Before
starting any marketing program, ask yourself, “Where are we on the ladder in
the prospect’s mind?”
In
the long run, every market becomes a two-horse race.
Chapter
8: The Law of Duality
Summary:
In the long run, every market becomes a two-horse race.
Early
on, a new category is a ladder of many rungs. Gradually, the ladder becomes a
two-rung affair.
When
you take the long view of marketing, you find the battle usually winds up as a
titanic struggle between two major players—usually the old reliable brand and
the new upstart.
In a
maturing industry, third place is a difficult position to be in.
Knowing
that marketing is a two-horse race, in the long run, can help you plan strategy
in the short-term.
If
you’re shooting for second place, your strategy is determined by the leader.
Chapter
9: The Law of Opposite
Summary:
If you’re shooting for second place, your strategy is determined by the leader.
A
company should leverage the leader’s strength into a weakness.
You
must discover the essence of the leader and then present the prospect with the
opposite. (In other words, don’t try to be better, try to be different). It’s
often the upstart versus old reliable.
By
positioning yourself against the leader, you take business away from all the
other alternatives to No. 1.
You
must present yourself as the alternative.
As a
product gets old, it often accrues some negative damage.
Marketing
is often a balance for legitimacy. The first brand that captures the concept is
often able to portray its competitors as illegitimate pretenders.
A
good No.2 can’t afford to be timid. When you give up focusing on No. 1, you
make yourself vulnerable to not only the leader but to the rest of the pack.
Chapter
10: The Law of Diversion
Summary:
Over time, a category will divide and become two or more categories.
A
category starts off as a single entity. But over time, the category breaks up
into other segments.
Companies
make mistakes when they try to take a well-known brand name in one category and
use the same brand name in another category.
What
keeps leaders from launching a different brand to cover a new category is the
fear of what will happen to their existing brands.
Timing
is important. You can be too early to exploit a new category.
It’s
better to be early than late. You can’t get into the prospect’s mind first
unless you’re prepared to spend time waiting for things to develop.
Chapter
11: The Law of Perspective
Summary:
Marketing effects take place over an extended period of time.
Chapter
12: The Law of Line Extension
Summary:
There’s an irresistible pressure to extend the equity of the brand.
The
law of line extension is the most violated law.
When
you try to be all things to all people, you inevitably wind up in trouble.
Line
extension involves taking the brand name of a successful product and putting it
on a new product you plan to introduce.
In
the long run and in the presence of serious competition, line extension almost
never works.
Invariably,
the leader in any category is the brand that is not line extended.
One
reason why top management believe line extension works is because it can be a
winner in the short-term.
Chapter
13: The Law of Sacrifice
Summary:
You have to give up something in order to get something.
If
you want to be successful, you have to narrow the focus in order to build a
position in the prospect’s mind.
For
a new brand to succeed, it ought to be first in a new category. Or the new
brand ought to be positioned as an alternative to the leader.
The law
of sacrifice is the opposite of the law of line extension. If you want to be
successful today, you should give something up.
There
are three things to sacrifice:
Product
line
Target
market
Constant
change
If
you want to be successful, you have to reduce your product line, not extend it.
The
word of business is populated by big, highly diversified generalists and small,
narrowly focused specialists.
The
best way to maintain a consistent position is not to change it in the first
place.
Chapter
14: The Law of Attributes
Summary:
For every attribute, there is an opposite, effective attribute.
For
instance, since Crest owned cavities, other toothpastes avoided cavities and
jumped on other attributes like taste, whitening, breath protection, etc.
Marketing
is a battle of ideas. So if you are to succeed, you must have an idea or
attribute of your own to focus your efforts around. Without one, you better
have a low price. A very low price.
When
you admit a negative, the prospect will give you a positive.
Chapter
15: The Law of Cador
Summary:
When you admit a negative, the prospect will give you a positive.
Candor
is very disarming.
Every
negative statement you make about yourself is instantly accepted as truth.
Positive statements, on the other hand, are looked at as dubious at best.
Especially in advertising.
You
have to prove a positive statement to the prospect’s satisfaction. No proof is
needed for a negative statement.
If
your name is bad, you have two choices: change the name or make fun of it. The
one thing you can’t do is ignore a bad name.
Admitting
a problem is something very few companies do.
When
a company starts a message by admitting a problem, people tend to, almost
instinctively, open their minds.
The
law of candor must be used carefully and with great skill. First, your
“negative” must be widely perceived as a negative. It has to trigger an instant
agreement with your prospect’s mind. If the negative doesnät register quickly,
your prospect will be confused and will wonder, “What’s this all about?” Next,
you have to shift quickly to the positive. The purpose of candor isn’t to
apologize. The purpose of candor is to set up a benefit that will convince your
prospect.
Chapter
16: The Law of Singularity
Summary:
In each situation, only one move will produce substantial results.
History
teaches that the only thing that works in marketing is the single, bold
stroke.
Unless
you write your competitor’s plans, you can’t predict the future.
Chapter
17: The Law of Predictability
Summary:
Unless you write your competitors’ plans, you can’t predict the future.
Failure
to forecast competitive reaction is a major reason for marketing failures.
Good
short-term planning is coming up with that angle or word that differentiates
your product or company. Then you set up a coherent long-term marketing
direction than builds a program to maximize that idea or angle. It’s not a
long-term plan, it’s a long-term direction.
While
you can’t predict the future, you can get a handle on trends, which is a way to
take advantage of change.
When
you assume that nothing will change, you are predicting the future just as
surely as when you assume that something will change. Remember Peter’s Law. The
unexpected always happens.
One
way to cope with an unpredictable world is to build an enormous amount of
flexibility into your organization. As changes come sweeping through your
category, you have to be willing to change and change quickly if you are to
survive in the long term.
Success
often leads to arrogance, and arrogance to failure.
Chapter
18: The Law of Success
Summary:
Success often leads to arrogance, and arrogance to failure.
Ego
is the enemy of successful marketing.
When
people become successful, they tend to become less objective. They often
substitute their own judgment for what the market wants.
Success
is often the fatal element behind the rash of line extensions. When a brand is
successful, the company assumes the name is the primary reason for the brand’s
success. So they promptly look for other products to plaster the name on.
The
more you identify with your brand or corporate name, the more likely you are to
fall into the line extension trap.
Brilliant
marketers have the ability to think like a prospect thinks. They put themselves
in the shoes of their customers. They don’t impose their own view of the world
on the situation.
The
bigger the company, the more likely it is that the chief executive has lost
touch with the front lines.
Failure
is to be excepted and accepted.
Chapter
19: The Law of Failure
Summary:
Failure is to be expected and accepted.
Too
many companies try to fix things rather than drop things.
Admitting
a mistake and not doing anything about it as bad for your career. A better
strategy is to recognize failure early and cut your losses.
Nobody
has ever been fired for a bold move they didn’t make.
Chapter
20: The Law of Hype
Summary:
A situation is often the opposite of the way it appears in the press.
When
things are going well, a company doesn’t need the hype. When you need the hype
it usually means you’re in trouble.
Chapter
21: The Law of Acceleration
Summary:
Successful programs are not built on fads, they’re built on trends.
A
fad is a wave in the ocean, and a trend is the tide. A fad gets a lot of hype,
and a trend gets very little.
Forget
fads. And when they appear, try to dampen them. One way to maintain a long-term
demand for your products is to never totally satisfy the demand.
Chapter
22: The Law of Resources
Summary:
Without adequate funding, an idea won’t get off the ground.
Even
the best idea in the world won’t go very far without the money to get it off
the ground.
An
idea without money is worthless.
Other
Books by Al Ries and Jack Trout
Positioning
Recommended
Reading
If
you like The 22 Immutable Laws of Marketing, you may also enjoy the following
books:
Cashvertising:
How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money
Selling Anything to Anyone by Eric Whitman
You
have to spend time on the things that are most likely to bring you customers
If
you want to be an entrepreneur, you have to ’ship’ your product.
You have
to build a business idea in order to test it.
The Five Big Ideas
“Once
you launch, you need to get more people paying you. You have to relentlessly
pursue your best method of getting customers and not the stuff you naturally
gravitate to.”
“There
is a very big difference between someone entering their email and someone
paying you each month for a product.”
“There’s
a huge forgotten void between ‘idea’ and ‘successful business’ that validation
doesn’t account for.”
“If
you want to be an entrepreneur, you need to be passionate about growing a
business.”
“Solve
problems where people are already paying for solutions.”
The
7 Day Startup Summary
“You
don’t learn until you launch.”
“Eric
Ries defines a startup as ‘a human institution designed to deliver a new
product or service under conditions of extreme uncertainty.’”
“Anyone
can create a job for themselves. But not everyone can change the world.”
“Things
may come to those who wait … but only the things left by those who hustle.”
Anonymous
“Hustle
for an early stage startup is generally about spending your time on the things
that are most likely to bring you, customers.”
“Once
you launch, you need to get more people paying you. You have to relentlessly
pursue your best method of getting customers and not the stuff you naturally
gravitate to.”
“There
is a very big difference between someone entering their email and someone
paying you each month for a product.”
“To
really test whether you can build a business, you have to start building it.”
“There’s
a huge forgotten void between ‘idea’ and ‘successful business’ that validation
doesn’t account for.”
“If
you want to be an entrepreneur, you have to launch.”
“The
world always seems brighter when you’ve just made something that wasn’t there
before.” Neil Gaiman
The 9
Elements of a Bootstrapped Business Idea
Enjoyable daily tasks
Product/founder fit
Scalable business model
Operates profitably without the founder
An asset you can sell
Large market potential
Tap into pain or pleasure differentiators
Unique lead generation advantage
Ability to launch quickly
“If
you want to be an entrepreneur, you need to be passionate about growing a
business.”
“It
makes no sense to start a business that is going to have you doing work you
don’t enjoy.”
“Startup
founders should have the ambition to grow their business into a larger company.
If you don’t have that ambition, what you are creating is not a startup.”
“Your
idea is not a solid startup idea if you don’t have the capacity to make use of
a profitable, growing business model.”
“You
need to be able to see a point where you can hire in staff or systems to
replace you, and still continue to generate a profit. At that point it becomes
a real business.”
“Focusing
on short-term launches or projects won’t build assets. Assets are built over
time by ignoring short-term distractions in favor of a bigger, long-term
vision.”
“A
list of customers that pay you every month is an asset. If you focus on
short-term projects you’ll make more money initially. But if you turn down
projects and focus on providing recurring value, you build a valuable asset.”
“If
you work on this idea for five years, what will you have in the end?”
“What
will make you, and your company, unique?”
“Playing
the visionary is a privilege reserved for second- and third-time entrepreneurs.
It’s fun, but it’s fraught with danger.”
“Solve
problems where people are already paying for solutions.”
“Everyone
might be saying that your idea is great, but look at whether or not they are
currently paying for a solution to the same problem.”
“A
common MVP mistake is over-emphasizing the ‘minimum’ and under-emphasizing the
‘viable.’”
“The
key is to forget about automation and figure out what you can do manually.”
Questions
that will help you with your MVP:
How
can you perform a service or offer a product to real customers?
How
will you get them to pay you after seven days?
How
close will your MVP be to the final vision of your product?
What
can you do manually (hint: probably everything)?
What
can you do yourself instead of delegating?
How
can you make your offer as real as possible for the end customer?
A
Framework for Choosing an Acceptable Business Name
Is
it taken?
Is
it simple?
Is
it easy to say out loud?
Do
you like it?
Does
it make sense for your idea?
“Every
single one of the top 25 brands in the world are 12 characters or less.”
“Broader
is better.”
10
Ways to Market Your Business
Create
Content on Your Site
Start
Sending Emails
Podcasting
Forums
and Online Groups
Guest
Blogging
Listing
Sites
Webinars
Presenting
Doing
Free Work
Media
Coverage
“Save
your excitement until you land people you don’t know as customers.”
“What
are you working on today that will make you indestructible tomorrow?”
“The
only way to win is to learn faster than anyone else.” Eric Ries
“Any
time you feel yourself wondering if what you are doing is good enough, compare
it to the best.”
“By
comparing yourself to the best, you set higher expectations for yourself, and
you will be better for it.”
“Always
take a step back and ask yourself if it’s feasible that someone else may have
solved this problem before.”
“Momentum
is a powerful force, so keep an eye out for what is working and do more of it.”
“Your
own personal happiness and motivation are the most important keys to the
success of your business.”
“You
should be more excited about Monday than you are about Friday. If that’s not
the case, there’s a good chance things aren’t going to work out.”
“No
amount of money is worth working with a difficult customer.”
7
Days to Startup
Day
1. “Brainstorm a bunch of ideas and evaluate them against the checklist. Choose
the idea that stands out as being the best option for you.”
Day
2. “Write down exactly what you will launch on Day 7. What will your customers
get, what is included, and what is excluded? If necessary, write down what is
automated and what will be done manually in the short term.”
Day
3. “Come up with a bunch of potential business names and evaluate them against
the criteria above. Choose whichever one makes the most sense to you and run
with it. Grab the best domain you can for that name.”
Day
4. “Build yourself a website!”
Day
5. “Build a list of what marketing methods you are going to choose. Put
together a rough plan for the first week or two of your launch.”
Day
6. “Create a spreadsheet that covers the first few months in business, the
number of signups, revenue, estimated costs, and monthly growth.”
Day
7. “Launch and start executing your marketing plan.”
How To Be A Positive Leader taps into the expertise of 17 leadership experts to show you how you can become a positive leader, who empowers everyone around him, whether at work or at home, with small changes, that compound into a big impact.
The times of strict and intolerant leadership are over. Many
employees won’t accept the old top-down approach any longer, and assert their
right for proper work-life balance, be it in unions or by simply switching
jobs, since by now many careers with attractive conditions are available. Some
startups like Buffer or Zapier even run 100% remotely, meaning the entire team
works from home – which can be anywhere in the world!
More and more, the fact that we’re all human seeps into
companies and their culture – and that’s fantastic! However, for many leaders,
this requires a serious switch in how they interact with people. This is where
this book comes in, with plenty of small, actionable changes you can make to
make sure you radiate positive energy and give power to those around you
(whether you’re a manager leading a team, or not).
These ideas are especially powerful for team leaders, but
can also change the way you interact with your family and friends! Here are 3
great lessons from the book:
Have more high-quality connections by giving people your
full attention.
Connect to those, who benefit from your work, to see its
meaning.
Stay true to your ethical code with one simple question.
Let’s lead those around us, shall we? Here we go!
Lesson 1: Have more high-quality connections by giving
people your full attention.
The bigger your brain, the more social you are. Did you know
that? No wonder then, that humans have evolved to be the most social species on
the planet. We thrive on social interactions, and the more good ones we have,
the more confident, energetic and therefore creative we are.
If your workplace is a hub of high-quality connections –
exchanges between two people, where both of them leave feeling more energized –
the business is likely to thrive, because people work at their best. For
example, if you feel tired after lunch, but talk about yesterday’s soccer game
with a colleague, who’s equally passionate about it, that high-quality
connection will give you more energy and make you feel better.
Great companies try to maximize the number of these positive
encounters, to maximize their capacity to innovate. Google does this, for
example, with a great, free cafeteria, where people can hang out, eat well and
chat.
To be a good leader, you should help others have more of
these connections, starting with your own.
How?
Simple. The next time you talk to a co-worker or family
member, give them your full attention. Turn your phone silent, put it away, and
just listen. Don’t look at your computer or gaze out the window. Be all there,
really try to understand and be helpful.
The difference will show.
Lesson 2: Show yourself that your work has meaning, by
connecting with those, who benefit from it.
Nothing motivates us more than seeing the impact of our
work. When you know that the work you do means something, that it changes
people and helps them live better lives, you’re much more excited to get out of
bed in the morning.
For example, when students, who worked at a University of
Michigan call center, and had to call alumni for donations, talked to a former
scholarship holder before work, their motivation, effort and results
(=donations received) increased significantly.
However, it’s important to connect with the end user of your
product. For example, my Dad’s company sells industrial adhesives, which are
then used by, say, car manufacturers to fix damping materials in the interior
trim. If their chemists in the lab met a happy car owner, who told them that he
loves how silent the inside of his car is, when he drives around, that’d be a
much better motivator than talking to the supply chain manager of the car
manufacturer.
Try to find someone, who ultimately benefits from your work
the most, and connect with them. Then, make sure you introduce your co-workers,
and help them do the same, so you can all wake up excited for work tomorrow!
Lesson 3: Ask yourself one simple question to stay true to
your ethical code.
You and I have hundreds of opportunities to behave immorally
every day. We could get away with semi-legal, even illegal things, on a regular
basis. Yet, most of us don’t, because we have an ethical code. We all want to
be seen as good people, who make the right decisions, and shoplifting just
doesn’t fit into that picture.
As morals become more and more important, especially in
consumer products, like food and clothes, this desire spills over into
companies, whose employees want their leaders to be ethical as well. If your
boss acts ethically, this has many benefits for you and all of his staff.
For one, the reciprocity bias makes us treat others well,
when we’re treated well. What’s more, we see those, who lead us, as role
models, and want to imitate their good behavior.
Whether you’re in charge of the marketing team at Coca-Cola,
your two daughters, or your local book club, you can always make sure you stay
true to your ethical code by asking yourself this one, simple question for all
your decisions:
Would I be okay, if the consequences of my decision would be
published on the front page of The New York Times tomorrow?
How’s that for a measure for integrity? Not bad, huh? If
you’re comfortable with whatever you decide landing in one of the world’s
biggest newspapers, chances are, it passes the test of what the world will deem
as “the right thing to do”.
My personal take-aways
The summary didn’t address this, but I could instantly see
that all of the suggested changes can be transferred right into your personal
life. That makes this a book, that is not just for corporate managers and
leaders with thousands of followers, but for everyone. Since it’s a compendium,
it stays fresh and engaging, without beating one idea to death. If you want to
make those around you smile more, this is the book for you 🙂
Zero To One is an inside look at Peter Thiel’s philosophy and strategy for making your startup a success by looking at the lessons he learned from founding and selling PayPal, investing in Facebook and becoming a billionaire in the process.
There are books that give you great strategies for selling,
marketing and planning your business. And then there are books that tell you to
forget about all of that, so you can take an approach that’s so radically
different, that you won’t even play in the same league as the readers of those
other books.
This is one of those books. Peter Thiel is an anomaly, to
say the least. A chess master under age 21, a doctorate in law by age 25, and a
company sale for $1.5 billion at age 35.
Zero To One will teach you the way he thinks, how he
approaches business, and what you can do to build your startup’s own future and
shape the future of the world in the process.
Here are 3 lessons from the book:
The biggest leaps in progress are vertical, not horizontal.
Monopolies are good, for both business and society.
Founders need a vision to take their business from zero toone.
Let’s see how the future is made!
Lesson 1: The biggest leaps in progress are vertical, not
horizontal.
Can you imagine what the year 2200 will look like? It’s
hard, isn’t it? That’s because you know the world is making tremendous progress
every year, but it’s almost impossible to know what that will look like.
But not all progress is created equal. Most of the progress
we see on a day-to-day basis is horizontal. This kind of progress spreads
existing ideas and technologies from one to many or 1 to n. An example would be
Apple making the computer personal – with the Apple II it finally became
affordable for the masses to own one.
Vertical progress is what it takes to go from zero to one
and create the technology or idea in the first place. Apple did this too when
they came up with the iPhone in 2007 and changed the way we see and use phones
altogether.
If you want to create a startup that’ll not only improve but
drastically change the world, you have to go from zero to one, not one to many.
You can only do that by critically questioning a lot of the assumptions you
hold about the present.
Can people live on the moon? Is a world without cars
possible? Will we be able to fully live off renewable energies?
These are the kinds of questions you should concern yourself
with if you want to play (and win) big.
Lesson 2: Monopolies aren’t bad. They’re good. For business,
and society.
How often have you complained about something not working
the way you want it on a Windows computer? Don’t tell me, I’ve been a Microsoft
user, I know. With 75% of the market running on Windows, they’re pretty much a
monopoly – but is that really a bad thing?
No! Peter Thiel says that a monopoly simply means one
company is doing something so much better than everyone else, that simply no
one else can survive. This is actually good for everyone.
Think about Google. You love to use Google, because you know
it’s the best search engine out there. Google loves setting its own prices and
reaping 25% of their revenue as profit, so it can make its service even better.
And society should love it, because if ever someone came
along and did beat Google, it would mean their search engine would probably
have to be pretty spankin’ fantastic! Monopolies are nothing to scoff at –
they’re actually what any business or startup should shoot for.
Lesson 3: If the founders don’t have a vision, a company can
never go from zero to one.
But building a monopoly surely doesn’t happen over night.
Thiel and a 50 person Paypal team spent years getting it to a place where it was
the number one payment processor used by ebay customers, so they could finally
leverage their monopoly position into selling the company.
Where did they find the motivation to stick with it? One
word: vision.
When you look at founders of successful companies, you’ll
find 90% of them are, in a way, weirdos. Steve Jobs is only the most prominent
example, but actually plenty of entrepreneurs have a few quirks – and that’s
good.
Being a little weird is what lets leaders develop a grand,
if slightly delusional, vision for the future, which is exactly what companies
need to go from zero to one.
Way back in 1999 Thiel said: “PayPal will give citizens
worldwide more direct control over their currencies than they ever had before.”
A mouthful? Sure! But he was right. His vision of the future showed an entirely
different reality than the one he lived in, and the drive it instilled in
himself and his team is exactly what led them to creating the very future they
imagined.
So think big. As they say: “Shoot for the moon. Even if you
miss it, you’ll be among the stars.”
My personal take-aways
I always wonder what the best approach to success is. Do you
start small, build something, then make it a little bigger next time, and
iterate year after year, until you have something big? Or do you go straight
for the top?
It seems like if you develop the mindset for the latter,
you’ll end up playing in an entirely different league right from the start. A
radical and eye-opening book, let the summary hook you and the book then
convince you. Should you have even the slightest entrepreneurial inclination,
then it’s time you learn how to go from Zero To One.
Why We Work looks at the purpose of work in our lives by examining how different people view their work, what traits make work feel meaningful, and which questions companies should ask to maximize the motivation of their employees.
Why We Work is a little book meant to accompany one of Barry
Schwartz’s TED talks, and it talks about what motivates us to get out of bed in
the morning. The famous author of The Paradox of Choice argues that we use the
wrong incentives and ask the wrong questions to lead those, who make great
products and services a reality.
Whether you’re an employee and want to find out if your
employer is actually doing a good job at keeping you around, or a manager
trying to improve your team’s motivation, these lessons will help you
understand the other party a bit more.
Here are 3 lessons about the motivation, meaning and work:
Do you perceive your work as a job, career, or a calling?
Autonomy, investment and a mission are what keeps employees
engaged and motivated.
A pay raise is one of the worst incentives for true
motivation.
Let’s put the purpose back into work, shall we? Here we go!
Lesson 1: Ask yourself if you perceive your work as a job,
career, or a calling.
You’ve surely thought differently of your work at different
times. In general though, most of us land in one of three categories at any
particular point in time:
Your work is a job. As the joke says, your job keeps you
just over broke. It’s a way to make money. You show up, do what you’re told,
but anything else is a stretch.
Your work is a career. You have prospects, you want to grow,
make progress, get better, take on more responsibility, and you have a shot at
moving up in your organization, which motivates you to give your best.
Your work is a calling. You know exactly how your work
creates positive change in the lives of other people. It’s not a compartment of
your life, it’s an essential part of it and makes you happy, because you know
you’re doing the right thing.
Of course how you see your work depends a lot on who you
work for, and how that company communicates with you. A crucial part of
perceiving your work as a calling, though, is connecting with the end users of
your product. This way you’re repeatedly reminded of how exactly your work makes
a difference, which helps you move towards perspective number 3 from the list.
Lesson 2: Autonomy, investment and a mission are what keeps
employees engaged and motivated.
Similar to the results Daniel Pink found when investigating
motivation in “Drive“, Schwartz made out three factors, which keep a business
running well (by keeping people motivated):
Autonomy. Giving people control and the power to make
decisions makes them feel trusted, helps them commit to moving the company
forward, and instills a sense of respect for co-workers and managers in them.
Autonomy lets you be proud of what you do, and there’s hardly anything more
motivating than that.
Investment. Daniel Pink calls this mastery. People should
feel like every hour of their work is valuable and that their role is needed.
Helping employees develop their skills by sending them to conferences and
training them with seminars will achieve just that.
Mission. The company’s mission must be clear to every single
employee, at all times. A single sentence should do. The more you’re aware of
how you’re changing the world, the more likely you are to actually give a damn
about it.
Sadly, these three factors are what most companies cut back
on first in a crisis – which is exactly the wrong thing to do. If you control
people more, train them less and forget about why you’re here, you’ll sap their
motivation and the company will end up performing even worse.
Instead, increase these three wherever and whenever you can.
Especially when shit hits the fan.
Lesson 3: Raises are crappy incentives to actually motivate
people.
Whether you’ve learned this first-hand already or not, more
money is a really bad motivation to do stuff. Take this example highlighted in
Freakonomics, which Schwartz also talks about.
In a variety of children’s day care centers in Haifa,
Israel, people tended to show up super late to pick up their kids. Nobody ever
stuck to the 4 PM rule. Every week, there were 8 late pickups per center, on
average. Supervisors then introduced a fine. Every parent, who was more than 10
minutes late, would have to pay $3 for each child, each time they missed the
deadline. This charge would be added to their $380 monthly bill.
Guess what happened?
Late pickups more than doubled, shooting to 20 late pickups
per week. That’s because:
The fine wasn’t high enough and people didn’t care about a
less than 1% increase of their monthly bill.
Instead of feeling like an immoral, bad parent, they could
just buy their way out of the guilt of showing up late now.
It’s easy to justify working with shitty colleagues,
throwing others under the bus and sacrificing your health for those $10k extra
next year, but the more raises you get, the more you’ll see they don’t really
make you happier.
My personal take-aways
It’s a short book, very concise, and a nice addendum to the
TED talk. It’s one of those things that it never hurts to be reminded of.
Obviously, it’s a lot more valuable for people with responsibility over others,
so if you lead people at work, take a good hard look at this.
Who Moved My Cheese tells a parable, which you can directly apply to your own life, in order to stop fearing what lies ahead and instead thrive in an environment of change and uncertainty.
Funny, how you sometimes stumble into things that were right
in front of your nose, all along. I’ve had this book for 10 years. When I was a
kid, my uncle gave it to me, it was a leftover copy from somewhere. I briefly
looked at it (it was still wrapped), thought it was a “manager’s book” and put
it away. I distinctly remember the picture of the cheese slice on the cover,
and turned it in my hands a couple times since. Sadly, I never felt intrigued
enough to read it. What an idiot I was!
This site would probably have existed 5 years earlier, had I
read it back then. But there’s no use in crying over spilled milk, so I’ll just
make do with what I’ve got and share some of Spencer Johnson’s great lessons
about change with you right now. Who Moved My Cheese a parable about two little
people and two mice in a maze, searching for cheese, where each character
represents a different attitude towards change, with cheese being what we
consider success.
Here are 3 lessons about cheese and what you should do when
someone moves yours:
Thinking too much about your cheese might paralyze you, so
just start looking.
Nothing lasts forever, so keep your eyes open for
approaching changes.
There’s always new cheese to be found, and the minute you
start moving things will get better.
Are you ready to become a champion of change? Let’s look for
that cheese!
If you want to read this summary later, download the free
PDF and read it whenever you want:
Lesson 1: Stop thinking too much about your cheese and start
chasing it.
The two mice inside of our maze are called Sniff and Scurry.
They spend most of their time running up and down the corridors of the maze,
looking for cheese. Turn a corner, run to the end, see if there’s any cheese,
and if not, turn around and go back. That’s their pattern, and, while it seems
kind of mindless and unstructured, it actually saves them a lot of time and
energy.
Hem and Haw, two little people, also spend their days in the
maze looking for cheese, but not because they’re hungry – they think finding it
will make them feel happy and successful. However, because of their complex
brains, they think a lot about
how they can find the cheese the fastest
which strategies will work best in getting through the maze
how to keep track of those strategies
what finding the cheese will feel like
when they’ll finally find it
…and of course, they wonder if there even is any cheese in
the maze at all every time they turn another empty corner.
Life is the same. Every minute you spend wondering what
success looks like, how to get it, whether it’s possible and how you’ll feel in
the future is a minute not spend working towards it. Humans are complicated
beings, but that doesn’t mean we have to make everything complicated.
Be more like a mouse and just start running!
Lesson 2: Even the biggest cheese doesn’t last forever, so
try to see change coming.
Sniff and Scurry soon found a big stash of cheese at Station
C, and even though they enjoyed snacking a bit of it every day, they kept
paying attention. The amount of cheese kept declining, slowly, but steadily,
every day. Once they realized they were about to run out, they decided to move
on of their own accord and soon found another huge cheese at Station N.
When Hem and Haw found station C, however, they settled
there, and quickly grew accustomed to the new status quo. The cheese fest they
indulged in every day soon became the center of their lives, as they thought it
was the fair reward for all their hard work. They were so preoccupied with the
cheese that they didn’t notice how it was disappearing, one piece at a time,
and how some corners of it even got moldy. One morning, they woke up, only to
find someone had moved their cheese.
This left Hem and Haw sad, depressed, feeling treated
unfairly and in denial. Instead of venturing out to find new cheese, they kept
returning to Station C, getting ever hungrier and weaker.
No supply of cheese can last forever. Change is always bound
to happen, sooner or later. Instead of fooling yourself that things will stay
the same forever, always keep an eye open for change.
Lesson 3: Don’t worry, there’s always new cheese to be
found. The minute you start moving things will improve.
The best part about cheese isn’t that once you’ve found it
you’re set for life. It’s that there’s always more cheese to be found. Haw
eventually got sick of sitting around, so he decided to go looking for new
cheese all by himself.
Once he started moving, his situation instantly got better.
Yes, he just found a few bits and pieces of cheese here and there at first, but
this was a lot better than doing nothing and being paralyzed by fear. After
having found the courage to move on despite your fears once, fear’s grip on you
will never be as strong as it used to be.
Haw realized the accumulated fears in his mind were a lot
worse than even the biggest challenges he encountered. Full of confidence, he
kept exploring the maze, until he eventually found Sniff and Scurry at Station
N, where the three of them shared the new cheese they had found.
My personal take-aways
This is a great book. I love stories like these. It is a
management book, and many a manager has told this story to his team to inspire
them, but it’s just as valuable for you as an individual.
It describes a simple pattern of embracing change, finding
success, looking out for more change and then embracing it again, which will
help you cultivate a much more optimistic attitude about life.
When: The Scientific Secrets of Perfect Timing breaks down the science of time so you can stop guessing when to do things and pick the best times to work, eat, sleep, have your coffee and even quit your job.
Here are 3 lessons about timing that’ll help you structure your life in better ways:
Our emotions run through the same cycle every single day.
Knowing how you “tick” will help you do your best at work.
Taking a break or an afternoon nap is not counterproductive,if anything, it helps you save time.
Lesson 1: There’s an emotional pattern each of us follows on any given day.
If I asked you to divide your day into three parts, you’d most likely first think of morning, afternoon, and evening. For thousands of years, humans have lived through this pattern. However, if I asked you to write down the dominating emotion for each of those parts for a week, we’d spot another, much subtler pattern, as a study by Cornell University analyzing 500 million tweets has found:
Morning peak. Whether it’s right after waking up or 1-2 hours later, most people feel pretty good early in the day.
Afternoon trough. You know how it’s tough to stay awake after lunch? This is it.
Evening rebound. Once you knock off work, even the toughest days take a turn, don’t they?
Regardless of age, race, gender, and nationality, we all go through some variant of this pattern on a daily basis. Nobel laureate Daniel Kahneman, author of Thinking Fast and Slow, confirmed this with the Day Reconstruction Method. This holds powerful implications for how we should go about our day, but it’s also a good pattern to be aware of to deal with your emotions more efficiently.
Lesson 2: Figure out your chronotype to produce your best work.
Keeping our daily, emotional cycle in mind, we can learn even more about ourselves if we combine it with something more familiar: our circadian rhythm. Over time, we naturally come to some insight as to when we have our highs and lows throughout the day. “I just can’t get up before 7,” “I’m a night owl,” and “I love to get up early” are lines we’ve all said or heard before.
While it’s easy to dismiss those as people not being used to certain behaviors, science says there’s some truth to all of them. How you feel at certain times during the day is called your chronotype, and there are three major ones, says Dan:
The lark. People like me, who love to get up early, and have all their emotional highs and lows a few hours earlier than most people.
The owl. If you don’t like getting up early and can really get to work around 9 PM, that’s you.
The third bird. The majority of people, who are neither late, nor early, and just follow the standard pattern.
Over 50% of folks go into the last category, meaning they should do analytical, logic-based work in the mornings, when they’re most alert. The more creative tasks, where it’s helpful if your mind wanders, should be reserved for the late afternoon. Larks should do the same earlier, while owls might want to do cognitive work late at night.
Whichever type you are, doing boring admin stuff in the afternoon trough is always a good idea!
Lesson 3: Regular breaks and nappuccinos help you save time, not lose it.
Public awareness about health has risen dramatically in recent years, so the view that breaks are a waste of time is largely outdated, though still prevalent in some older companies and institutions. The science behind how much we should work and how much we should relax is surprisingly much in favor of chilling out.
Time tracking company DeskTime did a study using millions of data points from their software, determining the ideal break to be 17 minutes for every 52 minutes of work. That’s one hour of down time for every three hours you work! While it’s easy to think that there’s no way this could lead to better results, they found that the quality of the work ended up being higher overall, compared to shorter or less frequent breaks.
But even if your boss won’t allow so much “slacking,” taking five minutes every hour to get up, move around, walk outside, get some fresh air, and have a glass of water, can make a significant difference in your productivity. Lastly, Dan recommends the ‘nappuccino.’ Ideally after lunch, you have a coffee, then set your timer to 20 minutes. If it takes you seven minutes to fall asleep, you’ll wake up a little later, fully refreshed and with the caffeine just kicking in.
Saving time by doing less, what a great motto, don’t you think?
The Five Big Ideas
Our cognitive abilities fluctuate over the course of a day.
Innovation and creativity are greatest when we are not at our best, at least with respect to our circadian rhythms. This is known as, “The Inspiration Paradox.”
Between 60 percent and 80 percent of people are “third birds”—neither larks or owls.
Lunch, not breakfast, is the most important meal of the day.
If you’re feeling stuck in the middle of a project, picture one person who’ll benefit from your efforts. Dedicating your work to that person will deepen your dedication to your task.
By Chapter Below:
Chapter 1. The Hidden Pattern of Everyday Life
In one study, positive affect—language revealing that Twitter users felt active, engaged, and hopeful—generally rose in the morning, plummeted in the afternoon, and climbed back up again in the early evening.
An important takeaway from one study on corporate executives is that communications with investors, and probably other critical managerial decisions and negotiations, should be conducted earlier in the day.
Scientists that measure the effect of time of day on brainpower have drawn three conclusions:
First, our cognitive abilities do not remain static over the course of a day. As Pink writes, “We are smarter, faster, dimmer, slower, more creative, and less creative in some parts of the day than others.”
Second, these daily fluctuations are more extreme than we realize. In fact, according to Russell Foster, a neuroscientist and chronobiologist at the University of Oxford, “[T]he performance change between the daily high point and the daily low point can be equivalent to the effect on performance of drinking the legal limit of alcohol,”
Third, how we do depends on what we’re doing. “Perhaps the main conclusion to be drawn from studies on the effects of time of day on performance,” says British psychologist Simon Folkard, “is that the best time to perform a particular task depends on the nature of that task.”
Innovation and creativity are greatest when we are not at our best, at least with respect to our circadian rhythms. This is known as “inspiration paradox.”
Our moods and performance oscillate during the day. For most of us, mood follows a common pattern: a peak, a trough, and a rebound. In the mornings, during the peak, most of us excel at analytic work that requires sharpness, vigilance, and focus. Later in the day, during the recovery, most of us do better on insight work that requires less inhibition and resolve.
According to research over several decades and across different continents, between about 60 percent and 80 percent of us are what Pink calls, “third birds”—neither larks or owls.
People born in the fall and winter are more likely to be larks; people born in the spring and summer are more likely to be owls.
To solve insight problems, type, task, and time need to align—what social scientists call “the synchrony effect.”
“All of us experience the day in three stages—a peak, a trough, and a rebound. And about three-quarters of us (larks and third birds) experience it in that order. But about one in four people, those whose genes or age make them night owls, experience the day in something closer to the reverse order—recovery, trough, peak.”
To do better in the morning:
Drink a glass of water when you wake up;
Avoid coffee immediately after you wake up;
Soak up the morning sun; and
Schedule talk-therapy appointments for the morning.
Chapter 2. Afternoons and Coffeespoons
In one study, judges were more likely to issue a favorable ruling— granting the prisoner parole or allowing him to remove an ankle monitor—in the morning than in the afternoon.
Science offers five guiding principles for restorative breaks:
Something beats nothing. High performers work for fifty-two minutes and then break for seventeen minutes.
Moving beats stationary. One study showed that hourly five-minute walking breaks boosted energy levels, sharpened focus, and “improved mood throughout the day and reduced feelings of fatigue in the late afternoon.”
Social beats solo. Research in South Korean workplaces shows that social breaks—talking with coworkers about something other than work—are more effective at reducing stress and improving mood than either cognitive breaks (answering e-mail) or nutrition breaks (getting a snack).
Outside beats inside. People who take short walks outdoors return with better moods and greater replenishment than people who walk indoors.
Fully detached beats semi-detached. Tech-free breaks also increase vigor and reduce emotional exhaustion.
“The most powerful lunch breaks have two key ingredients—autonomy and detachment. Autonomy—exercising some control over what you do, how you do it, when you do it, and whom you do it with—is critical for high performance, especially on complex tasks. But it’s equally crucial when we take breaks from complex tasks.”
Lunch, not breakfast, is the most important meal of the day.
The ideal naps— those that combine effectiveness with efficiency—are usually between ten and twenty minutes.
“Each day, alongside your list of tasks to complete, meetings to attend, and deadlines to hit, make a list of the breaks you’re going to take. Start by trying three breaks per day. List when you’re going to take those breaks, how long they’re going to last, and what you’re going to do in each. Even better, put the breaks into your phone or computer calendar so one of those annoying pings will remind you.”
The 20–20–20 rule: Before you begin a task, set a timer. Then, every twenty minutes, look at something twenty feet away for twenty seconds. If you’re working at a computer, this micro-break will rest your eyes and improve your posture, both of which can fight fatigue.
One of the simplest breaks of all: Stand up for sixty seconds, shake your arms and legs, flex your muscles, rotate your core, sit back down.
Take a five-minute walk every hour.
“In [Anders] Ericsson’s study, one factor that distinguished the best from the rest is that they took complete breaks during the afternoon (many even napped as part of their routine), whereas non-experts were less rigorous about pauses. We might think that superstars power straight through the day for hours on end. In fact, they practice with intense focus for forty-five- to ninety-minute bursts, then take meaningful restorative breaks.”
Chapter 3. Beginnings: Starting Right, Starting Again, and Starting Together
Beginnings have a far greater impact than most of us understand. Beginnings, in fact, can matter to the end.
“Although we can’t always determine when we start, we can exert some influence on beginnings—and considerable influence on the consequences of less than ideal ones. The recipe is straightforward. In most endeavors, we should be awake to the power of beginnings and aim to make a strong start. If that fails, we can try to make a fresh start. And if the beginning is beyond our control, we can enlist others to attempt a group start.”
These are the three principles of successful beginnings: Start right. Start again. Start together.
Before the project begins, convene with your team for a premortem. Ask them, “Assume it’s eighteen months from now and our project is a complete disaster. What went wrong?”
“By imagining failure in advance—by thinking through what might cause a false start—you can anticipate some of the potential problems and avoid them once the actual project begins.”
There are eighty-six days that are especially effective for making a fresh start:
Thefirst day of the month (twelve)
Mondays(fifty-two)
Thefirst day of spring, summer, fall, and winter (four)
Yourcountry’s Independence Day or the equivalent (one)
Theday of an important religious holiday—for example, Easter, Rosh Hashanah, Eidal-Fitr (one)
Yourbirthday (one)
Aloved one’s birthday (one)
Thefirst day of school or the first day of a semester (two)
Thefirst day of a new job (one)
The day after graduation (one)
Thefirst day back from vacation (two)
Theanniversary of your wedding, first date, or divorce (three)
Theanniversary of the day you started your job, the day you became a citizen, theday you adopted your dog or cat, the day you graduated from school oruniversity (four)
Theday you finish this book (one)
There are four situations when you should go first:
If you’re on a ballot (county commissioner, prom queen, the Oscars), being listed first gives you an edge.
If you’re not the default choice—for example, if you’re pitching against a firm that already has the account you’re seeking—going first can help you get afresh look from the decision-makers.
If there are relatively few competitors (say, five or fewer), going first can help you take advantage of the “primacy effect,” the tendency people have to remember the first thing in a series better than those that come later.
If you’re interviewing for a job and you’re up against several strong candidates, you might gain an edge from being first.
There are four situations when you should NOT go first:
If you are the default choice, don’t go first.
If there are many competitors (not necessarily strong ones, just a large number of them), going later can confer a small advantage and going last can confer a huge one.
If you’re operating in an uncertain environment, not being first can work to your benefit.
If the competition is meager, going toward the end can give you an edge by highlighting your differences.
To make a fast start in a new job:
Begin before you begin (e.g. pick a specific day and time when you visualize yourself “transforming” into your new role).
Let your results do the talking.
Stockpile your motivation.
Sustain your morale with small wins.
Chapter 4. Midpoints: What Hanukkah Candles and Midlife Malaise Can Teach Us About Motivation
“Happiness climbs high early in adulthood but begins to slide downward in the late thirties and early forties, dipping to a low in the fifties. But we recover quickly from this slump, and well-being later in life often exceeds that of our younger years.”
In one study, teams that were behind by just one point were more likely to win. In fact, home teams with a one-point deficit at halftime won more than 58 percent of the time.
According to the researchers, “[M]erely telling people they were slightly behind an opponent led them to exert more effort.”
The best hope for turning a slump into a spark involves three steps. First, be aware of midpoints. Don’t let them remain invisible. Second, use them to wake up rather than roll over. Third, at the midpoint, imagine that you’re behind to spark your motivation—but only by a little.
If you’re feeling stuck in the middle of a project, picture one person who’ll benefit from your efforts. Dedicating your work to that person will deepen your dedication to your task.
Chapter 5. Endings: Marathons, Chocolates, and the Power of Poignancy
“Endings of all kinds—of experiences, projects, semesters, negotiations, stages of life—shape our behavior in four predictable ways. They help us energize. They help us encode. They help us edit. And they help us elevate.”
“Someone who’s forty-nine is about three times more likely to run a marathon than someone who’s just a year older.”
“At the beginning of a pursuit, we’re generally more motivated by how far we’ve progressed; at the end, we’re generally more energized by trying to close the small gap that remains.”
“When we remember an event we assign the greatest weight to its most intense moment (the peak) and how it culminates (the end).” (For more on this, read The Power of Moments by Chip & Dan Heath.)
We downplay how long an episode lasts and magnify what happens at the end. Daniel Kahneman calls it “duration neglect.”
“This “end of life bias,” as the researchers call it, suggests that we believe people’s true selves are revealed at the end—even if their death is unexpected and the bulk of their lives evinced a far different self.”
“Adding a small component of sadness to an otherwise happy moment elevates that moment rather than diminishes it.”
“The best endings don’t leave us happy. Instead, they produce something richer—a rush of unexpected insight, a fleeting moment of transcendence, the possibility that by discarding what we wanted we’ve gotten what we need.”
If your answer to two or more of these is no, it might be time to quit your job.
Do you want to be in this job on your next work anniversary?
Is your current job both demanding and in your control?
If your job doesn’t provide both challenge and autonomy, and there’s nothing you can do to make things better, consider a move.
Does your boss allow you to do your best work?
Are you outside the three-to-five-year salary bump window?
Does your daily work align with your long-term goals?
Chapter 6. Synching Fast and Slow: The Secrets of Group Timings
“Groups must synchronize on three levels—to the boss, to the tribe, and to the heart.”
“The first principle of synching fast and slow is that group timing requires a boss—someone or something above and apart from the group itself to set the pace, maintain the standards, and focus the collective mind.”
“After individuals synch to the boss, the external standard that sets the pace of their work, they must synch to the tribe—to one another. That requires a deep sense of belonging.”
“Synching to the heart is the third principle of group timing. Synchronizing makes us feel good—and feeling good helps a group’s wheels turn more smoothly. Coordinating with others also makes us do good—and doing good enhances synchronization.”
Chapter 7. Thinking in Tenses: A Few Finals Words
“Research has shown we plan more effectively and behave more responsibly when the future feels more closely connected to the current moment and our current selves.”
Other Books by Daniel H. Pink
Drive
To Sell Is Human
Recommended Reading-If you like When, you may also enjoy the following books:
Ego is The Enemy by Ryan Holiday
Start with Why by Simon Sinek
The Subtle Art of Not Giving a F*ck by Mark Manson
Turning Pro is an inspiring instruction manual that will help you create the work you were meant to do by dividing your life into two phases, the amateur and the professional, and getting you from one into the other.
There are many different ways to frame the fundamental
struggle of what it means to be human: trying to fulfill our potential. Science
has the therapeutic model, in which some disease or condition must be cured and
religion has the moral model, which says we must pay for our sins. According to
Steven Pressfield, however, there’s a third model, a much simpler one: the
model of the amateur and the professional.
Pressfield is a distinguished author, both in fiction and
non-fiction. Turning Pro is his guide to this model, which’ll help you go from
one to the other. According to Steve’s opening line, this change will make all
the difference:
“I wrote in The War of Art that I could divide my life
neatly into two parts: before turning pro and after. After is better.”
The book is divided into three big parts. The first
describes the addictive nature of the amateur, who’s lost in his bad habits.
The second paints a vision of what it’d like to be a pro, and where the amateur
falls short. The third is about cultivating professionalism.
Here are 3 lessons to help your Turning Pro:
The defining trait of the amateur is the fear of being who she is and getting rejected for it.
A central obstacle for the amateur is that he always chases some guru or authority.
When you do your work for the sake of its practice and nothing else, that’s when you turn pro.
I don’t know what you want to create. Maybe it’s a museum,
maybe a rare breed of frog, maybe a hedge fund. But I do know that turning pro
will help you get there. So let’s do this!
Lesson 1: An amateur is terrified of being her real self and
the consequences that come with it.
None of us are born as pros. We all start as amateurs,
addicted to ‘shadow careers,’ as Steve calls them, which we pursue in lack of
the guts to chase our real calling. I have no way of putting it better than
Steve, so (emphasis mine):
“Fear is the primary color of the amateur’s interior world.
Fear of failure, fear of success, fear of looking foolish, fear of
under-achieving and fear of over-achieving, fear of poverty, fear of
loneliness, fear of death. But mostly what we all fear as amateurs is being
excluded from the tribe, i.e., the gang, the posse, mother and father, family,
nation, race, religion.
The amateur fears that if he turns pro and lives out his
calling, he will have to live up to who he really is and what he is truly
capable of. The amateur is terrified that if the tribe should discover who he
really is, he will be kicked out into the cold to die.”
This was a big issue for me. The idea that the more we
become ourselves, the less we’ll be understood, and the fewer people will walk,
talk, and act like us is paralyzing. Most people never get out of this
incapacitated state of ungrounded fear. People do turn on you when you “go
rogue,” but you’ll also find new people who are discovering themselves too.
Nonetheless, for the few who break out of their shell of
fear, another roadblock awaits.
Lesson 2: One major roadblock for amateurs is trying to
please gurus, mentors, authorities, and teachers.
Once I finally got over the hump of pressing ‘Publish’ on my
first articles, I instantly turned to the gurus whose work I’d read in order to
get there. This is as natural a part of the process as it is damaging. You just
ventured into new, uncharted, scary territory, and now you realize there’s no
clear path to go. So you hang on anyone’s every word who tells you otherwise.
There’s nothing wrong with listening to expert advice, but
worshipping a teacher, mentor, even a spouse as an icon takes away our power.
It’s the singer waiting to be discovered, the blogger hoping for a viral post,
the swimmer craving her coach’s approval. All of these stand in the way of you
doing your work your way.
Your mentor’s genius will never rub off on you. You must
choose yourself. In Steve’s words:
“In my experience, when we project a quality or virtue onto
another human being, we ourselves almost always already possess that quality,
but we’re afraid to embrace (and to live) that truth.”
The moment you take your power back, magical things start to
happen.
Lesson 3: Doing your work for its own sake, as a practice,
is what being a pro is really about.
Steve published his first book when he was 52, despite
writing novels since his late twenties. You’d think by that point, any rational
person would’ve quit, which is exactly right. Eventually, the professional must
commit herself to her work to an extent that is beyond reason. This, she will
do gladly, because like Steve and like me, she at one point realizes she can’t
do anything else.
“In the end I answered the question by realizing that I had
no choice. I couldn’t do anything else. When I tried, I got so depressed I
couldn’t stand it. So when I wrote yet another novel or screenplay that I
couldn’t sell, I had no choice but to write another after that. The truth was,
I was enjoying myself. Maybe nobody else liked the stuff I was doing, but I
did. I was learning. I was getting better.”
It is at this point that your work will turn into a
practice. A self-serving ritual that needs no justification. Steve defines it
as “a rigorous, prescribed regimen with the intention of elevating the mind and
the spirit to a higher level.” As such, each practice has a time, a place, and
an intention. It’s a simple, consistent routine that enables you to let quality
do its thing.
The professional is an eternal student, always ready to
learn, always willing to show up, regardless of the weather. This is what
allows him to practice his craft as long as he needs to until his craft begins
to work for him in return.
My personal take-aways
The book is a short read. Technically a follow-up to The War of Art and a prequel to Do The Work, I think for most, Turning Pro is the right place to start. If you know what you want to do deep down, but don’t have the courage to jump in, this is the book for you
—
The
Book in Three Sentences
You
can divide your life neatly into two parts: before turning pro and after.
All
you have to do to turn pro is decide.
When
you turn pro, life gets easier.
The
Five Big Ideas
“Do
you remember where you were on 9/11? You’ll remember where you were when you
turn pro.”
When
we’re afraid to embrace our true calling, we pursue a shadow calling instead.
“The
question we need to ask of a shadow career or an addiction is the same question
the psychotherapist asks of a dream. ‘What is our unconscious trying to tell
us?’”
“The
difference between an amateur and a professional is in their habits. An amateur
has amateur habits. A professional has professional habits.”
“Turning
pro is like kicking a drug habit or stopping drinking. It’s a decision, a
decision to which we must re-commit every day.”
Turning
Pro Book Summary
“I
wrote in The War of Art that I could divide my life neatly into two parts:
before turning pro and after. After is better.”
“What
ails us is that we are living our lives as amateurs.”
“All
you have to do [to turn pro] is change your mind.”
“We
become who we always were but had, until then, been afraid to embrace and to
live out.”
“Do
you remember where you were on 9/11? You’ll remember where you were when you
turn pro.”
“To
feel ambition and to act upon it is to embrace the unique calling of our
souls.”
“Sometimes,
when we’re terrified of embracing our true calling, we’ll pursue a shadow
calling instead.”
“If
you’re dissatisfied with your current life, ask yourself what your current life
is a metaphor for. That metaphor will point you toward your true calling.”
“Becoming
a pro, in the end, is nothing grander than growing up.”
“In
the shadow life, we live in denial and we act by addiction.”
“The
shadow life is the life of the amateur.”
“The
longer we cleave to this life, the farther we drift from our true purpose, and
the harder it becomes for us to rally the courage to get back.”
“The
difference between an amateur and a professional is in their habits. An amateur
has amateur habits. A professional has professional habits.”
“The
addict is the amateur; the artist is the professional.”
“When
you turn pro, your life gets very simple.”
“The
amateur is an egotist. He takes the material of his personal pain and uses it
to draw attention to himself. He creates a ‘life,’ a ‘character,’ a ‘personality.’”
“The
quick fix wins out over the long, slow haul.”
“When
we can’t stand the fear, the shame, and the self-reproach that we feel, we
obliterate it with an addiction.”
“The
question we need to ask of a shadow career or an addiction is the same question
the psychotherapist asks of a dream. ‘What is our unconscious trying to tell
us?’”
“What
you and I are really seeking is our own voice, our own truth, our own
authenticity.”
“The
amateur fears that if he turns pro and lives out his calling, he will have to
live up to who he really is and what he is truly capable of.”
“The
amateur identifies with his own ego. He believes he is ‘himself.’ That’s why
he’s terrified.”
“Though
the amateur’s identity is seated in his own ego, that ego is so weak that it
cannot define itself based on its own self-evaluation. The amateur allows his
worth and identity to be defined by others.”
“Paradoxically,
the amateur’s self-inflation prevents him from acting.”
“The
amateur has a long list of fears. Near the top are two: Solitude and silence.
The amateur fears solitude and silence because she needs to avoid, at all
costs, the voice inside her head that would point her toward her calling and
her destiny. So she seeks distraction.”
“The
amateur lacks compassion for himself.”
“Achieving
compassion is the first powerful step toward moving from being an amateur to
being a pro.”
“The
amateur believes that, before she can act, she must receive permission from
some Omnipotent Other — a lover or spouse, a parent, a boss, a figure of authority.”
“The
force that can save the amateur is awareness, particularly self-awareness.”
“Fear
of self-definition is what keeps an amateur an amateur and what keeps an addict
an addict.”
“The
amateur dreads becoming who she really is because she fears that this new
person will be judged by others as ‘different.’ Here’s the truth: the tribe
doesn’t give a shit.”
“When
we truly understand that the tribe doesn’t give a damn, we’re free. There is no
tribe, and there never was. Our lives are entirely up to us.”
“Sometimes
it’s easier to be a professional in a shadow career than it is to turn pro in
our real calling.”
“Life
gets very simple when you turn pro.”
“What
happens when we turn pro is, we finally listen to that still, small voice
inside our heads.”
“Before
we turn pro, our life is dominated by fear and Resistance. We live in a state
of denial. We’re denying the voice in our heads. We’re denying our calling.
We’re denying who we really are. We’re fleeing from our fear into an addiction
or a shadow career. What changes when we turn pro is we stop fleeing.”
“When
we turn pro, we stop running from our fears. We turn around and face them.”
“When
we turn pro, everything becomes simple. Our aim centers on the ordering of our
days in such a way that we overcome the fears that have paralyzed us in the
past. We now structure our hours not to flee from fear, but to confront it and
overcome it. We plan our activities in order to accomplish an aim. And we bring
our will to bear so that we stick to this resolution. This changes our days
completely. It changes what time we get up and it changes what time we go to
bed. It changes what we do and what we don’t do. It changes the activities we
engage in and with what attitude we engage in them. It changes what we read and
what we eat. It changes the shape of our bodies. When we were amateurs, our
life was about drama, about denial, and about distraction. Our days were
simultaneously full to the bursting point and achingly, heartbreakingly empty.
But we are not amateurs any more. We are different, and everyone in our lives
sees it.”
“Turning
pro changes how we spend our time and with whom we spend it. It changes our
friends; it changes our spouses and children. It changes who is drawn to us and
who is repelled by us. Turning pro changes how people perceive us. Those who
are still fleeing from their own fears will now try to sabotage us. They will
tell us we’ve changed and try to undermine our efforts at further change. They
will attempt to make us feel guilty for these changes. They will try to entice
us to get stoned with them or fuck off with them or waste time with them, as
we’ve done in the past, and when we refuse, they will turn against us and talk
us down behind our backs. At the same time, new people will appear in our lives.
They will be people who are facing their own fears and who are conquering them.
These people will become our new friends. When we turn pro, we will be
compelled to make painful choices. There will be people who in the past had
been colleagues and associates, even friends, whom we will no longer be able to
spend time with if our intention is to grow and to evolve. We will have to
choose between the life we want for our future and the life we have left
behind.”
“Turning
pro is like kicking a drug habit or stopping drinking. It’s a decision, a
decision to which we must re-commit every day.”
“Each
day, the professional understands, he will wake up facing the same demons, the
same Resistance, the same self-sabotage, the same tendencies to shadow
activities and amateurism that he has always faced. The difference is that now
he will not yield to those temptations. He will have mastered them, and he will
continue to master them.”
“Turning
pro is a decision. But it’s such a monumental, life-overturning decision (and
one that is usually made only in the face of overwhelming fear) that the moment
is frequently accompanied by powerful drama and emotion. Often it’s something
we’ve been avoiding for years, something we would never willingly face unless
overwhelming events compelled us to.”
Habits
of The Professional
The
professional is patient
The
professional seeks order
The
professional demystifies
The
professional acts in the face of fear
The
professional accepts no excuses
The
professional plays it as it lays
The
professional is prepared
The
professional does not show off
The
professional dedicates himself to mastering technique
The
professional does not hesitate to ask for help
The
professional does not take failure or success personally
The
professional does not identify with his or her instrument
The
professional endures adversity
The
professional self-validates
The
professional reinvents herself
The
professional is recognized by other professionals
“The
amateur tweets. The pro works.”
“The
professional knows when he has fallen short of his own standards. He will
murder his darlings without hesitation, if that’s what it takes to stay true to
the goddess and to his own expectations of excellence.”
“The
amateur spends his time in the past and the future. The professional has taught
himself to banish these distractions.”
“The
professional does not wait for inspiration; he acts in anticipation of it.”
“The
pro will share his wisdom with other professionals — or with amateurs who are
committed to becoming professionals.”
“When
we do the work for itself alone, our pursuit of a career (or a living or fame
or wealth or notoriety) turns into something else, something loftier and
nobler, which we may never even have thought about or aspired to at the
beginning. It turns into a practice.”
“A
practice implies engagement in a ritual. A practice may be defined as the
dedicated, daily exercise of commitment, will, and focused intention aimed, on
one level, at the achievement of mastery in a field but, on a loftier level,
intended to produce a communion with a power greater than ourselves — call it
whatever you like: God, mind, soul, Self, the Muse, the superconscious.”
Characteristics
of a Practice
A
practice has a space
A
practice has a time
A
practice has an intention
We
come to a practice as warriors
We
come to a practice in humility
We
come to a practice as students
A
practice is lifelong
“The
best pages I’ve ever written are pages I can’t remember writing.”
Three
key tenets for days when Resistance is really strong:
Take
what you can get and stay patient. The defense may crack late in the game.
Play
for tomorrow.
We’re
in this for the long haul.
“Our
work is a practice. One bad day is nothing to us. Ten bad days are nothing. In
the scheme of our lifelong practice, twenty-four hours when we can’t gain
yardage is only a speed bump. We’ll forget it by breakfast tomorrow and be back
again, ready to hurl our bodies into the fray.”
Sue
Sally Hale had a phrase that she drilled into her students’ heads: “Sit
chilly.”