I’ve coached 100+ leaders to make better decisions.

But 6 years ago, I couldn’t keep up with other consultants (& near lost my job)

How went from clueless consultant to trusted advisor: I hate grunt work.

But It's 2017.

I just joined Deloitte, and was about to be handed a mindless project.

If you've been in a new role, you get it.

They shove busy work at you until you've learned enough to be useful.

But I had other plans.

The 11 most useful mental concepts (to simplify your decisions):

1) Chesterton’s Fence:

Before you delete a rule, first understand why it’s there. 2) Sayre’s Law:

If you’re about to debate a simple topic, assume it will get heated.

People take stronger stances on topics they easily understand.

Why do top 500 companies keep decisions secret?

Each choice could lose MILLIONS.

So for 6 years:
I helped these leaders choose their best option.

10 tips to reveal how $1M+ decisions are actually made (that you can use today): 1) "What's the most common mistake in high-stakes decisions?"

Most common mistake:
Try to figure out everything at once.

Instead:
Break the problem into parts.

Think about each individually.

THEN make them come together.

A famous Hollywood screenwriter discloses 10 little-known tips to tell irresistible stories: 👇 1) Make the danger come fast

People pay attention when their roof will collapse in a few hours.

Not if it takes a few years.

Looming danger gets people to be glued to your story

7 frameworks from the best business books (you never read):

1) Expert Secrets by Russell Brunson

What you learn:
5 steps to becoming an expert (and build a cult following). 2) $100M Offers by Alex Hormozi

What you learn:
How to make your offer so valuable it would be stupid to say no.

In 1999, a reporter confronted Bezos:

“Is customer-obsession profitable?”

Bezos made him regret those words.

Here’s his customer-first method to build products (& how to use it): In 1999, CNBC thinks Bezos is going to fail.

Every response Bezos has is the same:

The only business model is to be the best customer experience.

The customer-focus turned Amazon from a small bookstore into a $T behemoth.

Here's how:

If it hurts admitting you don’t know the first step to get customers online, open this: 👇 Step 1: Write how you have the best solution for your customer

• One customer
• One pain
• How you solve it
• Better than other options

If these 4 points aren't clear in your content, they can reach millions, but customers won't buy

Here's how: 👇

7 marketing scandals a small-town fisherman used to build $2B brewery:

1/ Beer-stuffed Roadkill

BrewDog employees collected dead squirrels along the road

They made the bottle “as unique as the beer itself.”

These bottles helped them raise $19 MILLION in crowdfunding 2/ Tossed dead cats from a helicopter

BrewDog raised money through crowdfunding

So they mocked corporate funding by parachuting stuffed “Fat Cats” onto Wall Street.

This stunt raised $5M in 6 months.

6 mistakes you make when talking to customers

(that leads you to build the wrong solution): 1) Asking questions about your solution.

Instead, you need to understand the customer’s experience and their pain.

Ask questions like:
→ Tell me about the last time you encountered that problem?
→ What don't you love about the solutions you've tried?
→ Why was that hard?

Everyone thinks it's dangerous to own a business in this recession.

They’re wrong.

7 reasons owning your business is safer than having a job: 1/ Recession-proof offerings

Own your business and you can create multiple offers.

You can add on more recession-proof options.

Examples:
• Craft longer-term contracts
• Add on low-ticket solutions
• Diversify client-base

Employees don't have control over offers.

Crooks stole from a $1B retailer.

So we let them.

How to reduce store theft (& how I learned high-stakes decisions): It’s 2017.

My consulting partner promises the client we'll get theft to 3% of revenue.

That's over $100M

Why do we allow 3%?

I had the same question (I'll explain in a sec)

Along with 100 other questions: This was my first project.

And I'm about to learn I'm in over my head

Starbucks made $85M with one tiny price change (and no one noticed).

What they did & how to do it: 1/ Geo-target your price increases.

In April, 2022 Starbucks increased the price of a small coffee by 10 cents

They focused on geographies willing to pay more:
Northeast and southern US

These regions paid them an extra $85M in 3 months

Hollywood laughed when Ryan Reynolds tried to make an action film.

Until it made $783M.

Here's the story (& his marketing trick that made producers speechless): Some quick facts about Ryan Reynolds in case you’re not familiar:

• His acting earned $2.2B+
• A-list celebrity with 60M+ social media followers
• Owns several companies: gin, telecom, soccer team, and marketing agency

Here's his story: 👇

Silicon Valley Bank just lost $80B+ in 24 hours.

Here's the crazy story (explained simply): Some quick stats in case you're unfamiliar with SVB:
• $190 BILLION in deposits (2021)
• Works with 50%+ of VC-funded startups
• Bought $80B in Mortgage-Backed Securities

Now customers are rushing to get their money out.

Here's what happened: 👇

So… Amazon is about to spend $1.7B to see inside your home.

How Amazon silently buys companies to know your needs before you do: Imagine it's 2PM on a Tuesday.

Your Roomba automatically starts vacuuming your living room.

It notices scratches on your wood floor

Scratch remover arrives in the next hour.

Your every need - delivered to your door before you know you need it.

How one guy fought 300 Japanese warships by himself...

And won.

The story behind the greatest strategy of all time: The year is 1596.

Korean Admiral, Yi Sun-sin, is sitting in prison for disobeying orders.

A messenger arrives at his cell to ask for Yi’s help.

The Japanese are attacking their homeland with 300 warships.

Korea has 13...

The Rock built a $4B tequila business.

You think it’s all his personal brand.

It’s actually a masterclass in storytelling.

What he did & how to do it: Some quick stats on the Rock if you're unfamiliar:

• His acting made $1.3 BILLION in revenue in 1 year
• Wrote a New York Times best-selling memoir
• Won a college football national championship
• Youngest world champion wrestler

Now he's trying a new venture: Tequila.

It’s 2011. A horrified Airbnb founder thinks the business will burst

Until a classic fairy tale inspired him to change his business

Here’s the story (& the new method that made Airbnb $77B): A guest trashed an Airbnb and got nationwide publicity

Airbnb's rapid growth makes edge cases more common

Founder, Brian Chesky, is terrified Airbnb will burst

He reads Walt Disney's biography to ease his mind

He doesn't know the story will get him 150M+ bookings

She thought her 1.3 MILLION followers would sell out the arena.

Until 0 people came…

Here's the story (& how to avoid people ignoring your offer): It’s 2022.

LA-based TikToker, Grace Africa, has 1.3M followers.

That's more people than Dallas, TX.

And her fame came fast.

She grew those followers 2.5x faster than famous YouTubers.

But she craves more.

I led 250 people to give small businesses $10B (during COVID).

We almost lost the funds.

Here’s the story (& how you aim resources to hit impossible goals): It's COVID. 2021.

People are trapped in their homes and can't make money.

Businesses close their doors.

So the US government rescues small businesses.

They give them $780B to pay their employees.

But there's one lurking problem:

I asked 35,200 people what they devote their life to.

25 fascinating things your Twitter friends are building: 💻 Software
1/ Let AI create content for you by @olefyrenko
easy-peasy.ai

2/ Get royalty-free AI music by @marakhmusic
beatoven.ai

3/ Get user feedback on your app by @rodrigoakarolo
feedbug.dev