A lot of people crap on spending time watching TV. Screw that. I love it!

This is the golden age of TV. We spend 1+ hour most nights watching.

Here are 10 of the best movies and shows we watched in 2020

👇🏼👇🏼👇🏼 My Octopus Teacher (Netflix)

Wife: “what on earth could the story possibly be? It’s about an octopus.”

<90min later>

“Pass the tissues!”

Fantastic documentary!

The #1 habit I built in 2020 was reading for 30m to start each day.

Realized that learning was my top motivator. So I prioritized. And, not surprisingly, it was my biggest year of personal growth.

Here are 10 of the best books I read

👇🏼👇🏼👇🏼 1. Cook and Chef

This book shows the secret sauce behind the most impressive entrepreneur to ever live. I think about it nearly every day.

amazon.com/Elon-Musk-Blog…

My favorite question to ask is:

“What have you changed your mind on lately?”

Here are 10 things I changed my mind on in 2020

👇🏼👇🏼👇🏼 I used to think “drugs are bad”.

Then I started investigating. Turns out that the word “drug” and “medicine” is marketing lingo.

Now I believe that any “drug” that grows in the ground is a medicine. And prly has been used for 1000s of years as such.

In 2020 I abandoned podcasts. Now I almost exclusively listen to YouTube videos.

1. Much better interface
2. Red allows background listening
3. Much wider selection, better search and suggestions

Here are 10 of my favorite Youtube videos from 2020

👇🏼👇🏼👇🏼 I became slightly obsessed with Elizabeth Gilbert after watching this Ted Talk.

1. I read 3 of her books
2. Watched 10+ interviews with her
3. And I’ve re-watched this video dozens of times

Start here. See if you get swept away like I was.

Nothing inspires and sparks creativity for me faster than a quote that resonates.

As Mark Twain says:

“The difference in the almost right word and right word is difference in a lightning bug and a lightning bolt”

Here are 10 of the best quotes I found in 2020

👇🏼👇🏼 👇🏼 "Anybody who doesn’t change their mind a lot is dramatically underestimating the complexity of the world we live in.”

- Jeff Bezos

Most critical thing to answer before writing ad & email copy:

“What do my prospects know?”

1. About my product?
2. About the problem I solve?
3. About their need to solve it?

This dictates everything that you’ll write in the ad

5 Examples👇🏼 There are 5 potential levels of awareness:

1. Most Aware: "Sup fam!"
2. Product Aware: "I know you!"
3. Solution Aware: "I've heard of it”
4. Problem Aware: "This sucks!"
5. Unaware: "Life is good yo!"

Your product probably has 1 of these 3 Issues:

1. Seems to complicated
2. Problem isn’t acute enough
3. Price seems too high

How do you fix it?

Rearrange peoples perspective of the product so the issues naturally go away.

Examples 👇 Issue #1: "Seems to complicated"

Symptoms:
1. The product seems too complicated
2. The method seems hard to follow
3. I just don't think I can do it.

Solution: Simplification.

Rearrange their perspective by boiling down your product to its most simple parts.

Example...

"Elon Musk's Neuralink won't work!"

Lots of headlines bashing Neuralink since their demo.

The thing they all miss is the same thing missed at the beginning of SpaceX and Tesla

How @elonmusk builds his businesses

👇 First, take Chomsky's article:

Summary:
1. We know when people want to move limbs
2. They can almost for sure fix paralysis
3. We can’t know thoughts. Science isn't there yet.
4. So they will fail at pairing the human brain with AI

inverse.com/article/32395-…

I’ve procrastinated as long as I can.

Tomorrow I have to present a detailed vision of my business as it will exist 3 years from now.

Process to write it today in 90m:

1. Brain dump (15m)
2. Categorize everything (15m)
3. Write into narrative (45m)
4. Read and edit (15m) 4 main categories I’ll brainstorm and categorize into

1. Team
2. Product
3. Sales & Marketing
4. Impact on clients

What will these areas look like?

20-30 bullet points on each

Two ways to think of your business:

1. Tool Thinking
2. Problem Thinking

Tool Thinking is dangerous and backwards. Short term. Doesn’t endure.

Ex: “I want to start a paid newsletter”

Thread 👇🏼 Tool thinking is when you start with the solution / product before deeply considering the problem you want to solve.

Startup: “I want to start a paid newsletter” (Substacker)

Business owner: “I sell an SEO course” (SEO trainer)

Big business: “We make film for cameras” (Kodak)

Been thinking about ROI on bad luck:

1. When a negative event occurs
2. And you turn it into positive ‘ROI’

Bad things happen. They are bad. And what you do with them and how you process makes all the difference.

Examples 👇🏼 Some “easy” examples:

https://twitter.com/josiahfitness/status/1293843535536558081

Bought and watched an interesting marketing course this weekend:

Basic gist:
1. Lead with offer (not education)
2. Use FB ad to target problem aware
3. Use short recorded webinar on LP
4. Make the offer crystal clear

Was geared to course and coach biz.

Example 👇🏼 Typical marketing model:

1. Content marketing (blog, podcast)
2. Lead magnet
3. Join list
4. Run promo eventually

How to overcome any objection:

1. Agree with them
2. Tell principle that redirects
3. Share case study that proves
4. Ask for the sell again

👇🏼Example Objection: “I don’t think it’ll work for me due to my unique situation”

Answer:

“Totally agree! Your situation Is a little different.

The interesting thing is that what makes this works is <insert methodology>.

For example: <share quick case study>

Visa or MasterCard?”

🔥 Moats lead to pricing power and provide stability in your business.

4 types:

1. Brand
2. Regulatory
3. Switching cost
4. Network effect

👇🏼 ✨Brand

1. Brand = Trust

2. Traditionally created via heavy advertising and superior product placement.

3. This is why you buy Tide Pods over generics. You trust the name.

4. However, a brand moat can be built by anyone that focuses on superior product. See Chik-Fil-A.

Did you know that Circuit City invented CarMax?

Yup! They applied the Circuit City business to another industry...

Model:

1. Find a hodgepodge industry
2. Transform it with super stores
3. Professionalize the industry
4. Supercharge with powerful brand

👇 But in early 2000s Circuit City hired a new CEO who didn’t understand that.

He thought they were an electronics store. 😂

There are two ways to sell your product:

Way #1: Great marketing
Way #2: Great product

Major issues with both...

👇🏼 ✨Great marketing:

1. Attract leads
2. Build relationship
3. Tell about product

Good at getting product into orbit. Keeps it there as long as you put high levels of energy into it.

Problem: If you let off the gas for 1sec, business crashes.

Converting information into action takes an extraordinary amount of energy.

Its the #1 thing preventing the biggest and most interesting problems from being solved.

Example 👇🏼 Large amount of human knowledge is locked in books.

Two issues:

1. Knowing which to read
2. Converting that info to action

Example:

The book Who by Geoff Smart. Step by step process for hiring amazing people.

🔥 One of my favorite speeches...

“Jim Collins at the 100yr memorial of Peter Drucker”

9 life lessons:

1. Create a personal board of directors

2. Turn off electronics. Create white paces to think. Schedule it.

3. Study yourself like a bug and set your hedgehog concept. 4. What is your questions to statements ratio and can you double it?

5. If you woke up tomorrow and discovered you’d been handed $20m and a terminal illness and only had 10 years what would go on stop doing list?

6. Start your stop doing list

Ability to figure things out is a required skill to possess and develop

Two parts:

1. Problem finding & solving
2. Opportunity finding & testing

Details 👇🏼 Part 1: Problem Finding & Solving

- Locate problems
- Talk to people that have done it
- Think like an owner
- Guess, Test, Revise
- Fail forward

✍️ Hiring tip: Find 1 applicant that makes everyone else seem unqualified.

- They are your benchmark
- You get extremely excited
- You want to fast track them

Someone that resets the expectation for the role.

Example 👇🏼 Key question we ask on initial application is: “Why are you the perfect fit for this role?”

Here are a few answers from a house manager role we hired last year...

🤔Simple online business idea

Connect B2C companies with TikTok influencers

Details:
- “TikTok influencer” interest is hot
- Interest up 658% in last 12mo
- Many B2Cs see the opportunity
- But dont know what to do
- You do it for them

Price: $5,000 /mo ✨How to get your first $5,000 per month client for this service:

Phase #1: Research

- List co’s you are most interested in
- Most likely to have influencers
- B2C would be ideal
- Look at products you have and like
- Pick 1 company
- Make list of 100 Tiktok influencers