whatever it is that you like doing, and you just start doing what you think is cool and interesting, everything changes. And we are all influenced by other things. Well, nobody else thinks that’s cool. And we might even think we’re being authentic, but we’re still looking at something else.

I refuse to sell to anyone after a deadline and am quick to drop entire businesses (like a wildly successful podcast I launched, or the popular elBenbo’s Lair Facebook group I mentioned) if it doesn’t fit my goals and lifestyle.

In order to build a world people want to be in and don’t want to leave, you have to be a leader. You have to be someone where you set the trends. And it’s all based on what they want and what’s good for them, but it may not be things they’re necessarily asking for.

and I still study ads, but you almost want to do the opposite. It’s all about violating your industry’s norms, which is another thing I learned from Dan Kennedy. What is everybody doing? Well in email, I see everybody doing certain things. They’re making their emails look pretty and all that. So I’ve always been a plain text guy. That’s easy to

Dan Kennedy’s magnificent teaching about defying the norms of your industry. In the teaching I heard, he advised making a big, fat list of all the norms of your industry: What everyone does just because that’s what everyone does. And then, go through that list, one-by-one, and literally defy them by doing the opposite.

sales becomes automatic. It’s not usually this constant struggle. I don’t worry about, “Oh, I have a launch. I need to make so many sales!” I don’t worry about any of that. Offers are often sold before you even create them if you do it right.

It’s About the Leadership, Framework, and Relationships First, and the Offers, Metrics, and Transactions Second.

this audio book called Slugfest, which it’s my third time through it and I just finished it again today. And it’s about the rivalry between DC Comics and Marvel Comics.

It is massive engagement, it is hyper engagement. Once you understand the formula that conflict equals engagement, and let that guide