Every time I get trolled, quite frankly, which happens quite a bit, that’s a doorway. I get a lot of leads from my trolls. It’s kind of funny. Trolls are not something you should be discouraging. They’re unpaid interns, they’re great.

In other words: Instead of creating a sociological framework for a business (like Apple, Disney, etc., did) and leading his market… Mr. Metric Guy’s decisions, product line, and overall business goals are dominated by the psychology of the customer and the offer. Thus, he lets all his metrics, tests, tracking data and what his market tells him to d

These guys are world builders, they’re sociological storytellers, not psychological storytellers. I’ll just end my little bit here on this, There’s a difference between the two. Sociology is the building of societies. Sociological storytelling is where you just create this world and you create the situation, you create the characters and you let th

I think I say it so many times that I even start saying, “I know you’re tired of hearing this, but I’m going to say it again—don’t be even 1% me, be 100% you.” Whatever that looks like in your design, in your products. I don’t care what the format is.

In my experience, World-Building can not only create legions of fans & customers and potentially make your business all-but “cancel-proof”… but it can also help grow a business where making sales can become easy & automatic vs a constant struggle & chore—endlessly trying to gamify, hack, and manipulate your way into peoples’ wallets.

they walk in and suddenly they’re walking on snow and they see a lamp post, “Whoa, where the hell am I?” This is the goal. And it all starts with what you think is cool and what comes out. And I want to be very clear about this. You still have to sell things people want. This is not the offer side. I’m talking about the design side.

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.

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 vio

I think it’s the supreme platform for selling above all others. And if you want the tactical advice here, use daily email. Send a minimum of one email per day to continuously build your world. It creates proximity and familiarity to you and to your world.