Your Move: The Underdog’s Guide to Building Your Business

This is table stakes.

In this section, I want you to focus on internalizing the idea of focusing on the right things. Anyone can be “efficient” — meaning they can do a given task pretty well. But very few can be “effective,” meaning they select the right things to work on in the first place. Focusing on the right things is a true superpower. Let’s dive in.

In your business, the better your failure expectation strategy, the faster you’ll grow. For example, let’s say you sell a make-up tutorial course. You send it out to some friends and family who might be interested, but all you hear are crickets. Fortunately, you have failure expectation strategies up your pocket. You tell another group of friends,

“Ramit, nobody cares what you did. They only care what you’re doing.”

Focus on what you can control, ignore what you cannot.

Typical wantrepreneur fears revolve around me, myself, and I. “What type of business should I start?” “Will people buy from me?” “What will my friends think if I fail?”

They just want the weekly update:

The truth is, this is supposed to be hard.

If you are solving a problem that’s important to people, AND if you have the credibility so that they believe you can solve it, then price becomes a mere triviality.