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.

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.

As much as possible, I want to put my money behind a sure thing. Interestingly enough, a lot of lip service is paid to the risk of starting a business. But no one talks about the invisible risk of doing nothing.

Back to what a business can mean for you. More — more success, more time, more money — doesn’t have to mean pure extravagance.

the bigger your business gets, the more impactful a single insight can be.

The first step to finding a profitable business idea: You have permission to come up with ideas that suck. Got it?

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?”

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,

I still read books and get advice from people whose businesses are a fraction of the size of my own. Here’s why: First, you want to stay sharp. Second, you can always learn something from everyone, no matter what they do. And third, the bigger your business gets, the more impactful a single insight can be.