ReWork: Change the Way You Work Forever

Pour yourself into your product and everything around your product too: how you sell it, how you support it, how you explain it, and how you deliver it. Competitors can never copy the you in your product.

You have to believe in something. You need to have a backbone. You need to know what you’re willing to fight for. And then you need to show the world. A strong stand is how you attract superfans. They point to you and defend you. And they spread the word further, wider, and more passionately than any advertising could.

Use this time to make mistakes without the whole world hearing about them. Keep tweaking. Work out the kinks. Test random ideas. Try new things. No one knows you, so it’s no big deal if you mess up. Obscurity helps protect your ego and preserve your confidence.

The real world isn’t a place, it’s an excuse. It’s a justification for not trying.

You rarely regret saying no. But you often wind up regretting saying yes.

Having an enemy gives you a great story to tell customers, too. Taking a stand always stands out. People get stoked by conflict. They take sides. Passions are ignited. And that’s a good way to get people to take notice.

Ramsay’s first step is nearly always to trim the menu, usually from thirty-plus dishes to around ten. Think about that. Improving the current menu doesn’t come first. Trimming it down comes first. Then he polishes what’s left.

to blog, podcast, or shoot videos for their business but get hung up on which tools to use. The content is what matters.

The way you build momentum is by getting something done and then moving on to the next thing.