World-Building means you become the place people want to be. They don’t want to leave. You become the distraction. Your world becomes their entertainment. Your world is their current events. Your world, and you are their guy, their advocate, their

Everything now is a character in your world. Every offer you create is its own flesh-and-blood character. As real as a friend or neighbor. Every employee you have is a character in your world. Every business partner is a character. Every affiliate, every vendor, everyone you come in contact with is now a citizen, character whatever you want to call

You have to sell you first. You are the first sale. The relationship is the first sale.

Apple Computer is the exact same way. Another book I highly recommend for World-Building is called Steve Jobs by Walter Isaacson. And in many ways, Apple’s world was built upon Jobs’ frustration. He was just frustrated in a lot of ways with IBM and the cold, ruthless, non-craftsmanship way of how the computer world was. His dad taught him when he

every world should have doorways that get into it. Doorways that are peppered throughout the internet and offline. Doorways you don’t know about. There’s word of mouth. Every book I sell on Amazon is a potential doorway. Every time I speak, like right now, this whole platform is a potential doorway into my world. For anyone who’s not already on my

I think of every media that I sell in, from email to mobile apps, to social media, to direct mail, whatever it is—every media, when I do this, and I’m doing this right now, is I think of them all as different societies in my world.

No, you have to understand these things are based on my intolerance for people, my intolerance for nonsense, and all kinds of things

it’s very self reflective, is your first step of just what you really want to create and what values that you deem to be important in your world. Is that a good first step for someone?

TROY BROUSSARD: So to wrap this up, what would you say would be the first step in this process? To me, you gave us some guidelines there, and I know There’s no checklist type thing, but you talked about creating your own characters, creating your own rules, so to me it seems like