It is massive engagement, it is hyper engagement. Once you understand the formula that conflict equals engagement, and let that guide you in World-Building, you cannot not have engagement if you do it right. But it takes a thick skin, you’ve got to be able to do certain things and go against the grain, like I did.

All these completely different, unique personalities, but they were all in the same world. You knew it was a cohesive world. When these characters ran into each other, it made sense, they fit. And that’s how you want to build out your offers. And that’s how you want your stuff to be.

that have nothing to do with the average person watching them.

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.

Peter Montoya is a personal branding guy and I think he writes to a more traditional business audience. He said something that I never forget and I’m always thinking about, even to this day, and that is, he goes, “You won’t know you’ve gone too far until you’ve gone too far at least one time.” I have yet to go too far, David. I keep trying, but it

Walt Disney, or Steve Jobs, or William Randolph Hearst did after going through their biographies and examining their business structures. Almost all their decisions were ultimately based on leading their industries with a strongly-honed intuition, sharpened by knowing their markets, knowing human nature, and knowing what was coming down the pike.

I’ll have multiple storylines about my business and life going on throughout my emails and throughout my content hopefully giving people options for thinking differently. My whole world is built upon giving options for thinking differently, which is a way of thinking I

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

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