The Diary of a CEO: The 33 Laws of Business and Life

‘For some of our most important beliefs we have no evidence at all, except that people we love and trust hold these

Have you ever noticed that when you focus too much on stopping something, you ultimately end up rebounding and do it more?

‘Everything should be as simple as possible, but not simpler.’

When deciding which path to take in life, which job to accept or where to invest your spare time, remember that knowledge, when applied (skill), is power. Prioritise filling those first two buckets and your foundations will have the long-term sustainability you need to prevail, regardless of how life’s tectonic plates move and shake beneath you.

discipline = the value of the goal + the reward of the pursuit – the cost of the pursuit. ‘We don’t have to be smarter than the rest. We have to be more disciplined than the rest.’

The smallest seeds of today’s negligence will bloom into tomorrow’s biggest regrets.

crafted a new phrase based on the laws of habituation. In the opening seconds of my YouTube videos, I said: ‘Seventy-four per cent of you that watch this channel frequently do not subscribe.’ (This is so specific, revealing and thought-provoking that the brain pays attention to it, bypassing the habituation filter.)

Apple believes that creating an ‘ownership experience’ is more powerful than driving a hard sell. The multisensory experiences built into Apple Stores deliver exactly that.

If you look closely at the T-shirts people in San Francisco wear to work, you’ll see the logos of their companies – and tech workers care about those very much. The start-up uniform encapsulates a simple but essential principle: everyone at your company should be different in the same way – a tribe of like-minded people fiercely devoted to the comp

people to work with. If you look around you, you’ll notice that the most powerful brand storytelling leverages the power of absurdity, illogicality, costliness, inefficiency and nonsensicality, because convention, similarity and rationality, for all their usefulness, convey no message about who you are and who you aren’t. ‘Meaning is conveyed by th