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(B) Leadership is Caught, Not Taught with Scott Shay

July 14, 2020 by Lace Gilger in Influence & Communication

In this wide-spanning conversation, we discuss the founding of a multi-billion dollar public company, the inside baseball of what it takes to build a truly massive company and then we dig into some of the biggest questions in life - how do we deal with the problem of evil? How do we merge science and spirituality? 

Scott A. Shay is a businessman and thought leader. He co-founded Signature Bank of New York which has been named one of the best banks in New York for private business owners. He is the author of the best-selling and critically acclaimed books Getting Our Groove Back and most recently In Good Faith: Questioning Religion and Atheism. Scott gives frequent talks around the country and has worked with many media outlets such as the WSJ, Forbes, CoinDesk, and many more!

  • Success is always a journey, and you have to leverage your past experience. 

  • Being the first person on either side of his family to go to college, then Scott went on to work on Wall Street and in Private Equity

  • Starting a business with no deposits, no clients and 

  • Zero to public in 34 months without any acquisitions. 

  • The most important thing in business is having partners who can do things better than you ever can, partners who can solve your weaknesses, and do the things you can’t do. 

  • How do you solve a lack of expertise when starting a new business?

  • You have to know what you don’t know, if you don’t you’re in big trouble 

  • How do you find business partners when starting a new business? 

  • Scott saw that an acquisition was going to cause some friction for several bankers that he knew, and proposed a partnership to them

  • You can recover from almost anything in business, except for having the wrong partners. 

  • 3 partners, then first few key hires - then leverage everyone's network to bring in the best possible hires across the board. 

  • Scott spent a tremendous amount of time getting to know deeply the people that he wanted to hire.

  • How do you think about capitalizing a business when you are starting up? 

  • Expand your network as far as you can - in a way, it’s ALL about your network. 

  • It’s not all about who YOU know, it's all about who the people you know, know 

  • How do you raise 42mm with zero customers? 

  • Having a great team and great business partners helps raise capital. 

  • How do you think about hiring and recruiting the right cultural fits for your business?

  • “Leadership is caught, not taught"

    • Surrounding yourself with good people is the best way to learn leadership

  • Culture hack: CEO calls every employee on their birthday. 

  • How do you decide when to learn something vs bring in a partner to solve it?

  • “I’m a big believer of focus” 

  • “There’s no limit to how far any team can soar if no one cares who gets the credit."

  • With your business partners - disagree behind closed doors, and have a unified front for the company. 

  • The philosophy of “Continuing emergency” 

  • How do you make tough choices between opportunities that all seem exciting or compelling? 

  • The importance of being radically truthful with yourself

  • The only time you’re truly happy is when you’ve harmonized your day with your purpose. 

  • How do we use spirituality to make better decisions?

  • How do we grapple with the problem of evil?

  • A holocaust survivor’s perspective on the problem of evil. 

  • Homework: Live by the golden rule. Don’t do unto someone else what you wouldn’t want done unto you. 

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Scott’s Website and Site Blog

  • Scott’s LinkedIn and Facebook

  • Signature Bank Wiki Page

Media

  • Scott’s full directory of News|Articles|Podcasts|Interviews

  • Wall Street Journal - “The Fed’s Libor Replacement Would Shackle Small Banks” by Scott Shay

  • CoinDesk - “Facebook’s Libra Cryptocurrency: Bad for Privacy, Bad for Competition” by Scott Shay

  • Forbes - “Signature Bank Beats JPMorgan To Ethereum-Based Token Services” by Benjamin Cirus

  • LinkedIn - “Fix corporate taxes by tying them to American workers” by Scott Shay

  • Chicago Jewish News - “CHICAGO NATIVE’S NEW BOOK LOOKS AT WISDOM OF TORAH FOR TODAY…” by George Castle, Special to Chicago Jewish News

  • Crains New York Business - “New York's most successful bank” by Aaron Elstein

  • [Podcast] Fascination Street - Scott Shay – Bank Founder (Signature) /Author (In Good Faith) (released Feb 3, 2020)

  • The Comeback Game w/ Barry Magliarditi - Faith and Ethics in Business: Surviving the Holocaust and Living a Fulfilling Life with Scott Shay

  • [Podcast] Your Personal CFO - Co-Founder of Signature Bank: Scott Shay!

  • [Podcast] Jew You Should Know - Episode 090 - The Signature Bank Founder & In Good Faith Author: A Conversation with Scott Shay

Videos

  • Scott’s YouTube Channel

  • TEDx Talks - More Banks, Fewer Problems: Scott Shay at TEDxWallStreet

  • Talks at Google - Scott Shay: "In Good Faith: Questioning Religion and Atheism" | Talks at Google

  • Liquid Lunch TV - The Economy with Scott Shay Chairman and CEO of Signature Bank

  • Undone Redone - In Good Faith — Scott Shay | Undone Redone Webcast

  • CUNY TV - BuildingNY: Scott Shay, Chairman, Signature Bank

  • Charney Media - Scott Shay Presentation | The Rise of New Diplomacy

  • Fox Business - Why banks should continue reporting quarterly figures

  • Jewish National Fund - JNF Entrepreneurs: A Conversation with Scott Shay

Books

  • In Good Faith: Questioning Religion and Atheism  by Scott A. Shay

  • Getting Our Groove Back: How to Energize American Jewry  by Scott A. Shay

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:12.1] MB: Hey, it’s Matt. I’m here in the studio with Austin. We’re excited to bring you another business episode of the Science of Success. We just launched Season 2 of our business episodes. If you want to learn more about what these are and why we're doing them, be sure to check out the Season 2 teaser that we recently released. With that, Austin, tell us a little bit about how these episodes are different than our traditional Science of Success episode.

[0:00:36.0] AF: Yeah, It's important to note that you're still going to get all the great contents you've come to know and love from the Science of Success every Thursday. These are bonus episodes with added value, specifically centered around business. We've interviewed some true titans of business and multiple industries from multiple walks of life and what we're going to focus on are the habits, routines and mindsets that made them successful titans that they are today.

That said, these are lessons, routines, stories, best practices that anyone can learn from and apply to their life. You don't have to be a business owner. You can be an employee. You can be a student, or you can of course be a business owner. Come check them out. You're going to come away with a ton of valuable takeaways, but we do have a bit of a business focus on these specific business episodes in Season 2.

[0:01:19.3] MB: With that, let's get into the episode.

[0:01:22.9] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this wide-spanning conversation, we discussed the founding of a multi-billion dollar public company, the inside baseball of what it takes to build a truly massive business and we dig into some of the biggest questions of life, including how do we deal with the problem of evil and how do we merge science and spirituality?

On top of that, my co-host Austin will be joining us for this interview. 

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we shared how to ask for what you want, get the help you need to succeed and look at the evidence-based lessons for how you can get more of what you want in your life with our previous guests, Dr. Wayne Baker and Larry Freed.

Our guest today will be Scott Shay. He co-founded Signature Bank of New York, which has been named one of the best banks in New York for private business owners. He's the author of the best-selling and critically acclaimed books, Getting Our Groove Back and most recently, In Good Faith: Questioning Religion and Atheism. Scott gives frequent talks around the country and has worked with many media outlets, including The Wall Street Journal, Forbes and many more.

Scott, welcome to the Science of Success.

[00:03:22] SS: Hey, it's a pleasure to be here with you today, Matt.

[00:03:25] MB: Well, I'm so excited to have you on the show today. You have a fascinating journey and some really good perspectives on some very timely questions. I want to start out with your own journey, your own experience. Tell me about the founding of Signature Bank and how your career led you to that point.

[00:03:45] SS: Well, it's always a journey. You have to be prepared with everything that you've got from behind you. I started out, I'm an unlikely person to have founded a bank. I started out, I'm the first person on either side of my family to have attended college, but I made my way to Wall Street. I worked for Salomon Brothers. Then I joined Lou Ranieri in the private equity world.

During the 90s, I kept having this feeling that the banks in New York at least, had grossly over consolidated. You used to have JPMorgan, Chase, Chemical, Manny Hanny, Trust Company, Westchester, Long Island Trust, Greater New York Bank, Greater New York Savings Bank. It goes on and on. About 19 banks today are part of JPMorgan Chase. That's not a knock against them, but I quickly came to realize that the big banks were awfully good at mass market, because they have the economies of scale to have vast retail chains. They were good at dealing with companies like Verizon and IBM and PepsiCo, but I thought there was this huge niche, more than a niche of companies in the middle who really needed specialized banking.

I had this crazy idea to start a new bank. I wanted to start a new bank, because I didn't want to be beholden to the culture of any existing organization. I managed to persuade two people who I knew who thought I was literally crazy to try to start a new bank. They thought I was just – They humored me. They liked me, so they humored me. Ultimately, I convinced them.

We started our bank, Signature Bank, May 1st, 2001 with no deposits, no clients, no nothing. We got 42 and a half million dollars in capital from Bank Hapoalim. Now 18 and a half years later, we are a 50 billion dollar bank. We broke even after 21 months, we went public after 34 months and we did it all without any acquisition.

Every client of Signature Bank came in the bank because they wanted to. We didn't acquire any clients as it were. We didn't acquire any banks and say, “Oh, you were a bank of Bank X, so now you're our client.”

It's been an amazing journey. Oh, by the way, we had a financial crisis in the middle for the entire United States. Signature, I should say, never had a financial crisis. We're the only bank in the United States above 4 billion that did not have a single down year during the whole mortgage mess.

[00:06:33] MB: So fascinating. There's a number of questions I have around that. Just starting out, how did you think about – you had some experience with Wall Street, private equity, etc., but not necessarily experience owning, operating and running a bank. How did you think about that lack of experience, or lack of expertise and did you view that as a hindrance, or did you view that as an advantage and how did you solve that question?

[00:06:53] SS: The most important thing to me is having partners who do things better than you ever could in the areas that you are less experienced. I would not have tried to start this bank, but for working with John Tamberlane and Joe DePalo, who are my partners and very close friends. Because I knew there was stuff I didn't know, and I knew that they could do those areas better. For example, I did feel pretty good that I was able to deal with the asset liability management. I have a pretty strong credit background. I'm chairman of our credit committee and I know a lot of people. I could help bring in clients.

I knew I didn't know how to run the operations, the back-office operations of the bank, to deal with all of the huge number of front office operation issues of a bank. If I hadn't found Joe and John, there wouldn't be a Signature Bank today. You have to know what you don't know. If you don't, if you can't identify what you don't know, you're in trouble before you begin.

[00:08:09] MB: How did you think about finding your two partners? Did you know them from your network? Did you seek them out? Did you poach them from competitors?

[00:08:18] SS: I knew them from my network in this way. I was a client of Republic Bank of New York and I was in the private equity world. I didn't know a lot of bankers. I thought about who the best ones would be to join in doing this. I have to tell you, in 1999 I was looking at my Bloomberg in the morning and I saw that HSBC was buying Republic Bank of New York. I knew Joe and John worked there and I knew them well enough. They weren't close friends. I mean, I knew them from the business world, but I knew well enough at that time that they would be unhappy working for a multi-national bank. I knew that. I was sure of that.

I remember thinking, “Boy, this is a great day. I'm going to get on the phone and call them.” I did make contact with them through someone else I knew, actually. I thought that was a better way, a more discreet way and I said, “Let's have breakfast.” And we did. I explained that I thought we should start a new bank. They did think I was a little crazy. I explained why and then we got together again and they still thought I was crazy.

By the third and fourth time, they didn't think I was crazy anymore. Not only that, they were really, really interested. My view though is your partners have to be the right partners, because you can recover from almost anything in business, except for having the wrong partners. If you get the wrong partners, it's unrecoverable. It's the end of whatever you're trying to do, an adventure. You have to start over.

That's why to me, having the right partners was so important. As we interviewed the first people who joined us, because once we started with the – once we had three, we quickly became five. Then we were relying on all of our networks for hiring other people. Even though we did that, we met so much with the folks who we brought onboard, because I knew and we knew that every single hire was absolutely critical.

I think people probably thought we were interviewing them for marriage or something, or for brother-in-law, because we spent so much time, and sister-in-law should I say; brother and sister-in-law. We spent so much time in those early days making sure that everybody was unanimous, that they could work with everybody who came onboard.

[00:10:51] MB: That's a great piece of advice. I love that quote about being able to recover from almost anything, except for the wrong partners; really, really insightful. I'm curious. You talked about building the early team. How did you think about capitalizing the business initially? Did you raise capital? If so, how did you do that?

[00:11:11] SS: That's actually a great question, because I thought a lot about that. I don't get that question very often. I was in the private equity world and I thought – I more than thought. I was highly confident to use that hackneyed phrase, that we could raise good private equity and that indeed if we did so, that the founders could have a greater share in the ownership. If you remember back in those days, FDIC insurance only went to $100,000, goes to $250,000 now, but it went to a $100,000. We were going to start – We were a small bank starting out with no clients.

Our first months, for example, we lost over 2 million dollars a month. I mean, we had no revenues, so all of this operational cost was money out the door until we could get in deposits and breakeven, which we did very fast, but there was no guarantee we were going to be able to do that. I thought and we thought that we needed a strong backer, so that when we went to middle-market clients, because most middle-market clients had virtually all of them would deposit more than a $100,000 and many of them would deposit more than a million. They needed to have the sense that we were a stable bank, or that we had stable back. That's why I approached in this case, I was in the board of Bank Hapoalim, and Bank Hapoalim after thinking and listening to us, agreed to put in that first 42.5 million dollars.

They subsequently put in another 150 million dollars as we were growing. They came in, brought in like $6, $7 a share and they exited, by the way, less than five years later and we are now an independent public bank and nobody would care at that point, because we had our own access to capital, we were profitable, etc.

We turned down the ability to have a bigger ownership slice, a far bigger ownership slice and started life as a 100% owned by Bank Hapoalim in order to make sure that the bank thrived. With 20/20 hindsight, I still think we would have made it had we been – had private equity ownership, but there is no way we would have been a 50 billion dollar bank and I don't think there's any way we would have been a 25 billion dollar bank today had we not been long-term greedy for the organization, as opposed to try to figure out how to have the biggest slug of ownership in the shortest period of time.

[00:13:51] MB: Really interesting decision calculus. Did you view them as primarily, essentially a strategic investor? How did that relationship come about? Was that somebody in your network? Did you approach them cold? The reason I'm asking is especially for somebody who's listening, to think about raising money the – I don't think most people would go, “Hey, I'm going to start a business,” and then they raise 42 million dollars on their first slug. I'm curious how to translate some of those lessons into people's experience who may not have had the network of connections that you have.

[00:14:22] SS: Well, first of all, it's important to expand your network as far as you can, because in a way it is all about network. It's frequently not all about who you know, but people who – the people you know know. The one step removed is huge. In this case though, it was a direct contact. I was on the board of Bank Hapoalim, which I had been appointed through my experience in private equity. I did have the direct relationship to make the ask directly.

When you think about it, just as you said, it's not every day that people invest – that any bank, or any one invest 42.5 million dollars in a startup. That's a lot even today and this is 19 years ago.

[00:15:15] MB: Totally makes sense. What do you think gave them the confidence to make that big investment in you and the firm, especially when you still had either few, or even no clients?

[00:15:26] SS: Well, that's also a great question. I think they had confidence in the team. They didn't say yes immediately. I mean, there was a long courtship period. They also would have greatly preferred had we bought a bank. I mean, they spent a lot of time trying to convince me, “Yes, let us back you. We will back you, but buy a bank. Let us invest in something that is at least making some money and then build it from there.”

This was a great, I would say impediment, but it was certainly a large source of discussion, because I definitely didn't want to go that route and they did. It took a lot of convincing on my part in this case. I think even at the end, they weren't so sure about not going the route of buying another bank, but we had spent enough time and showed them enough about how we would execute our plan. We did have the right people. Between Joe, John and myself, we did have all of the expertise that we needed. I mean, not that you have all that you need, but we had the major is plugged and the people who we brought on, they had the other areas plugged.

Given that Bank Hapoalim were bankers, they knew that we weren't blowing smoke at them. I mean, we couldn't blow smoke at them. They knew enough that you could add – and they did ask the fifth order question. We could still answer it and say, “This is what we're going to do.” That gave them comfort, I think. By the end, I think they thought we had and you've talked about this in some of the other parties, I think in your podcast, I mean, they understood that we had real authority. Not any psychological authority, but really, we knew what we were talking about. We had a serious plan.

I think they came to the conclusion not too long later that we were right, because they could have pulled the plug at any point. I mean, they could have said stop growing, but they put another 150 million dollars in the bank.

[00:17:40] AF: Scott, I'm curious. This is Austin jumping in here. How are we doing? This has been a fascinating conversation so far and I'm curious too, how do you look at leadership and then finding leaders that are a fit for your organization? You mentioned in the initial hiring periods, it was like interviewing a family member, someone that likes to become a family member. Now scaling up to over a 1,000 employees, it's obviously critical that you have the right leaders in the right seats in the right locations managing these things to ensure culture and leaderships maintain.

How do you look at finding leaders in your organization, or people you want to bring into your life? A dovetail of that would be what essential qualities and leadership do you find are most commonly overlooked by others?

[00:18:26] SS: Well, I would say this, first of all, I'm a big proponent that leadership is caught, not taught. There's lots of classes in it, but surrounding yourself with good people who you can learn from, I think it's the best way to learn leadership. Then recognizing that if you are a leader, other people are watching you very closely and they're taking their cues from you.

I think when I talk to someone, or I'm hoping will be one of the leaders in the business, I'm looking for real authenticity. I'm looking for someone who I think I would be comfortable with being in a foxhole with, who I think would have my back and I would want to have their back. That's a pretty difficult to quantify characteristic. That's why I think you have to spend so much time with people if you're really going to bring them in at a partnership, or leadership capacity.

I think that the other important thing in leadership is having every single person in the organization, in this case at the bank, understand that they are part of a team. There are no dispensables. Everyone is indispensable and every role is indispensable and that the entire organization relies upon each and every other colleague. I started doing something like that.

I'll tell you, when we first had five people, we had 25, we had 50, a 100, up to about 150, I essentially knew everybody's story. I couldn't have told you everything about them. I don't know and didn’t remember everyone had, but I more or less knew everyone's story. Then after 150, I wasn't able to do that anymore, I realized. I think that's the natural – there is a natural number that that's about – that sociologists say that can be part of your – social psychologists say can be part of your standard, reliable network.

As we got to 250, 350, I recognized I needed to do something that would keep me in touch with everyone. I started calling everyone on their birthday. Even today, we have 1,500 employees. I call every single person on their birthday. At least, I have some touch point to every colleague here. I started doing it and I didn't know how it would become at a certain point, it would actually become a thing. It would consume time. I think it's important, at least for me personally, it's my indicator and it's one of the only ways I know how to do to make sure that everybody knows that I think that everyone here is important.

Even though we're a 50 billion dollar bank, if you are the new teller in New Rochelle, you're important because you're the face of the bank. Whether people are going to be happy or not happy with Signature Bank depends upon you. That may be in a longer answer to your question, but it's something I think a lot about and I think a lot about how to do that, how to show and model and mirror leadership every day.

[00:21:54] AF: That's a great answer and some of the practices you put in place. I mean, obviously your success speaks to how your employees feel working there, because they're all working towards the same goal, there's a lot of buy-in and of course, your growth has reflected that. It's funny, I imagine you've had some interesting birthday conversations calling somebody up and they're like, “Hi, Marge. Scott Shay.” They’re like, “What? The Scott Shay? What can I do for you?” There's got to have been some entertaining instances that have come out of those hundreds, I'm sure of phone calls.

[00:22:22] SS: Well, the first time I started doing it, a few people told me the first time as I was calling people, they would like – the first few people thought I was calling to fire them. I said, “No. Why would I be calling you on your birthday to fire you? No.” Then I realized how much I really needed to do this, because I wanted to have a touch point with everyone.

Now it's no longer urban legend here. I call everybody and I've been calling them for enough years that I've had people actually tell me, “Well, I was going to take off today, but I thought I'd come in so I got your call.” That happens. The other thing that ended up being a really a blessing of this, so in 2008 and 2009, during the heart of the financial crisis, I was still calling everybody on their birthday, of course. But it ended up being from me, a daily survey, a random daily surveys and that just depended on when their birthday was, of the temperature of every employee, every colleague.

“You know, what are you thinking? What are you seeing?” I'd answer questions, actually took more time in those days to talk to people than – It wasn't a perfunctory call. I really wanted to know what people were hearing, feeling, thinking, hearing from clients walking in the door. It ended up being I learned a lot. I also think that people really liked hearing from me during those relatively worrisome days for the country.

[00:23:57] AF: Yeah, that’s so incredible. It’s to grill away of taking the temperature of the people that are really the boots on the ground of your organization and just seeing what morale looks like and just really what everyone’s feeling from what they’re seeing, not only within your organization, but in the people that are coming in and interacting with your bank.

One thing that you’ve said and you’ve been an example of this and everything you’ve said over the past few minutes is this authenticity and something you said earlier was when you met up with Joe and John, you try to find people that knew things that you didn’t know and you said, if you can’t identify what you don’t know, you’ve already lost.

I think for a lot of people that might be difficult, because your ego gets in the way. You feel like you want to do everything. I know a lot of entrepreneurs really have a hard time handing over the keys, so to speak. How do you go about looking at these three things need to be done and I know that I do number one really well. How do you go about analyzing, “Do I find someone who knows two and three really well? Or is two worth me learning to?” Where do you look at something and say, “I’m not going to learn that. I need to find somebody to come in here who's an expert in that and that's going to ultimately make the company stronger.” Versus when you look at something and you're like, “That mildly piques my interest. Maybe I should take the time to learn that and do it myself.” Is there some threshold where you relinquish that control and say, “It's not my wheelhouse,” or versus you saying, “Well, I can learn that and that's something I’d like to learn and do”?

[00:25:23] SS: Well, there's two things. First, it's how long would it take to master something. For me to learn our information technology area, I’d have to check out see in three years to learn what you need to know. On the other hand, I have to have an idea of the overall architecture of our IT environment. That's an easy one, because it's so far out of my wheelhouse that I’m never going to be able to think that I could get into the weeds on that.

On the other hand, there's also bandwidth. You can only do so many things well. I’m a big believer in focus. Some of the things we got to focus on bringing clients in. A bank has to focus on credit. It has to focus on asset liability management. I essentially focused on those areas in a major way. They were all critical and they all required a lot of time. I don't want to say there's never friction between partners on who should be doing what.

If you really have the organization and the company in mind, there's no – you should work those out. One of my mentors over time, Dan Carney many years ago when I was at Solomon Brothers put a – he had a small – he have a lucite. It was a saying. His saying on in a lucite ball on our desks that said, “There's no limit to how far any team can soar, if no one cares who gets the credit.”

[00:27:05] AF: I love that.

[00:27:07] SS: You have to work that out. The other thing is and I would say this is that Joe, John and I, we might have disagreed on things. You should do what other people should do, but we always resolved those in a closed door. Then when we emerged from the work, it’s complete humility to the organization. You wouldn't know who thought what. I mean, I will tell you, it's happened where I thought one way and someone else saw the other, or vice versa. When you went out, you wouldn't know from who was the proponent of what we were doing, who thought what.

[00:27:43] AF: That's so important too, especially when you're trying to accomplish something, like what you were doing. I mean, you and Joe and John, at least to the outside world presenting this united front. The fact that no one could tell who was against or for a certain topic definitely shows that you guys sold it well.

I’m curious too, I was looking through some of the past interviews you've done and something that grabbed my eyes, your philosophy of continuing emergency. What does that mean?

[00:28:09] SS: Well, that was when we started the bank. We had to recognize and I mean, I did for my personal life as well that starting anything is like a continuing emergency. It's a constant fire. It's like being a firefighter and having fires constantly happening. You could barely put your head on the pillow and you'd have to get out and put out another fire. I’ve said that to folks is that if you're not willing to give that devotion for some period of time and it's indeed years, then it's better not to do it. You have to be prepared for your startup to be a continuing emergency. This one was.

Look it wasn't bad either. That's not a complaint and that's not a disappointment, but starting up a company is not 9 to 5. If you want to be able to go to a regular canasta game, or a regular –have a regular softball league, it's really, really hard. You have to put your priorities straight, which is your family as well and your personal health and you're not going to – you've got to be prepared not to do too much else for a good long while. I mean, I didn't, I will tell you. Now I’ve written two books. When we were starting the bank, I was not thinking about writing any books, let me put it that way.

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[00:30:48] MB: Really good insight, Scott. I want to come back and drill down a little bit more into something that you touched on a minute ago, which is the importance of focus. It seems like that's such a critical piece of being successful, being an entrepreneur and yet, it's so easy to fall prey to shiny object syndrome, or end up having a dozen opportunities in front of you and wanting to pursue all of them and ultimately, failing and pursuing none of them, or half baking a bunch of them. How do you think about making tough choices between competing opportunities that all seem to be really exciting or compelling?

[00:31:25] SS: Well, now you're getting a little bit and because I think you can't really divorce those decisions, particularly when they affect your personal life, from your spiritual and personal meaning aspect of your identity.

For me, I really take time every day to pray. For some, it's meditation, for some of it’s other things. For me, I have this view that when you pray, you're having a dialogue with the almighty, who knows everything about you. Therefore, you can't use self-deception to hide from the truth. It's as though you're having a conversation with an all-knowing power and there's such a bright light on you and on yourself that sometimes you actually cringe, or from taking that harsh, that clearer look on yourself.

If you do have that time where you are radically truthful with yourself, because you're in an environment where you think that that's what you – you have no choice. It helps you make decisions. Is doing what I want to do, is this venture the right thing for me? Is changing jobs the right thing for me? Am I taking too much time away from my family, or for trying to meet someone and start a family? Is this the right geographic area for me? What am I doing? Am I being asked in my business to do things in my business life that I think are not ethical, ethical? Is this my passion?

See, I think when we're born, that's an act of total grace and that's a great day. Then the other great day in our life, which hopefully continues many times is when we figure out why we're here, what we're supposed to be doing. That gives you your sense of purpose. When you can figure out, “Okay. What am I doing on this planet? What difference am I going to make?” In whatever small way, I think that helps you set your priorities. That doesn't mean you should go and volunteer in sub-Saharan Africa to work with deeply impoverished people.

It may mean you should do something in your personal life that you're not doing. It may mean that you need to change, or adapt your priorities. I’m a big believer in that. I’m a big believer that the only time you're truly happy is when you figure out how to harmonize your day, what you're doing with why you feel you are here on this planet.

[00:34:14] MB: Great advice. I love the focus on radical truthfulness. That's a really interesting mental hack to essentially clear away all the self-delusion that's stopping you from really seeing the situation and yourself really clearly. You brought up a point that we haven't gotten into yet, but is a huge part of your life today and you've written and spoken tremendously about which is how spirituality and religion intersect with all of this. Obviously, you've written several books about that.

This is a hard turn from what we were just talking about, but it's such an important topic. One of the things that I found really interesting was the discussion that you had in your recent book, In Good Faith, around the problem of evil. That's something that I’ve always thought about a lot, struggled with, found to be a really linchpin question for me personally around spirituality. How do you think about the problem of evil and how do we solve that, or how do we think about it in a way that we can really integrate holistically?

[00:35:16] SS: Well, you went straight to the core question. In writing my book In Good Faith, I spoke to a lot of believers and non-believers. In the end, I find that for believers, the hardest question is why is there evil in the world? That's the one question that believers really grapple with and struggle with. I’ve given book – 

I have to say, when I was on book tour and going to various cities and having events in great measure, almost always there would be someone who would raise their hand in the Q&A period and say, “Why? I had a brother-in-law, I had a sister-in-law. I had something terrible happened to her, became ill.” In my family, I am the son of a holocaust survivor. My father was a 14-year-old inspectional Lithuanian when the Nazis came. They murdered his father. His mother had already died in childbirth with his brother. They murdered his brother too. They murdered another brother. They murdered his aunts, his uncles, his cousins. I mean, my closest relative because of that was someone who happened to be away, was a second cousin once removed, other than my father. That was his closest relative really.

He was deported for slave labor, then he spent three months in Auschwitz. He was “fortunately,” removed from Auschwitz and moved to another work camp. Then when he was liberated from DACA, he was less than 70 pounds. He weighed less than 70 pounds. He probably would have been dead in days, hours, certainly not more than weeks at the rate it was going. He had the good fortune to be liberated by the American forces. My father's a great American patriot for his life from – nursed and backed out. He ended up settling in Chicago, where he was able to marry and have a son, me.

My father had this very – I don't want to call it – but a particular relationship with belief in God and good and evil, in that he was sure that there was a God, because he knew too many miracles had happened that got him through the concentration camps. I mean, if a glass were sitting on one side of the table as opposed to the other side of the table, he would have been dead. If the smallest, if he would have been one step forward, or behind in line, he would have been dead. I mean, we could have the whole podcast talking just about that, so I’m over-summarizing here, but you get what I mean.

He recognized, or he believed with certainty that God had somehow gotten him through and brought him to Chicago. At the same token, he was pretty angry with God, because at the same time, his father had been murdered in front of him. I mean, again, all of his family had been wiped out, wiped out primarily before they even left [inaudible 00:38:35]. A few made it to the concentration camps, or to get it, but really wiped out.

He had and I talk about this in great detail in the book is that he had a view that evil could exist. There was a lot of human evil in the world. I mean, the Nazis and their willing accessories made the decision to kill people, made the decision to use science and technology to kill people very, very efficiently; murder people. Kill is too nice a term. Murder people.

I think one thing and I write about this in the book, I mean, there's a – one of the books of the bible is the Book of Esther. Some of your listeners may recall when the Jews of Shushan and all of Persia are threatened with extermination, Mordecai appeals to Esther, sends him a note and sends her a note and says, “You've got to go to the king.”

She says, “No, it's risky to go to the king. He hasn't called for me in 30 days. He could not want me and then I’d be executed.” Mordecai says to her, “You know, you may have been put in this very, very place for just this reason.” Then she gets it and she says, “Yes. Fast for three days, I’m going to go to the king. I’m going to do the best that I can do.”

I think that it goes down to there's a lot of human evil in the world, but we can mitigate that. I mean, before the holocaust there were – Hitler at first didn't think he was going to kill the Jews. He thought they would all leave and go other places, but nobody took them in and nobody took in the Rome and nobody took in a whole host of other people who Hitler murdered as well. Had countries and had people been merciful, God would have been merciful. If we're not merciful, if we don't take responsibility, if we don't figure out that we're here to help other people, then it's not that God causes the evil, but God allows it to happen. That's more or less was the philosophy of my father and the philosophy I adapt. We have the ability to mitigate evil big time. The question is, are we going to do it? Are we going to use our resources?

Again, you don't need to necessarily volunteer to work in sub-Saharan Africa. You can donate money. You can work very hard, make money, help people, help people in your day-to-day life. I think that spreads big time. I think when we do the right thing, we get a divine win to our back.

[00:41:23] MB: I think that's a really interesting perspective. For me, especially the question of free will, in many ways can address the component of human evil. The real sticking point or the one that I always reflect on is reconciling the existence of natural evil, disasters and disease and so forth. Does that fit into the same model, or how do you think about that?

[00:41:46] SS: Yep. Well, that's in a way a harder question. I mean, why isn't every volcano like that volcano that exploded in Iceland, which had a lot of ash, grounded flights, but nobody died? Why can't everything be just like that, where natural disasters are mild? No hurricane Katrinas, no superstorm Sandys where people are killed, no tsunamis.

The question there is, I think that and this gets to something we spoke about briefly beforehand, which is science in the bible. I think that the bible makes it clear that God put into place a natural order. If one of our 10th to the 28th power atoms in our body didn't misfire, our trillions and trillions of cells in our body didn't occasionally misfire, then we would recognize that this world was all fixed, that there was a God, there is a God.

The problem with that is that and this goes to your free will question, is that if every time you did something wrong, a lightning bolt came out and either shocked you, or killed you, or just was right beside you and you recognize that if you don't do what God wants, you're going to be electrocuted by this lightning bolt, then you wouldn't have free will. We would all be automatons. There would be nothing special, or interesting about this world, because we'd all just do – good people and bad people would actually behave identically, because there would be no choice.

I think it is radically critical that God be hidden to some degree. That's what enables us to have the space to have free will. I’m saying a lot in a few sentences. I hope I’m conveying that. You're getting it.

[00:43:52] MB: Yeah. No, that's really interesting. It's a great perspective and one that I wish we could explore more deeply, because we could have such a lengthy conversation about this topic, but I know we're starting to run out of time.

For somebody who's listened to our conversation and is really curious about implementing something that we've talked about in some form or fashion, what would be one action step that you would give them to start putting something we've talked about today in practice? It could be a business thing, it could be a philosophical activity. What would you challenge our listeners to take action on to put into practice what we've talked about today?

[00:44:31] SS: Two things. Number one, I would start living by the golden rule, as Hillel formulated it. “Don't do unto someone else what you wouldn't want done unto you.” The rest is commentary. Go learn it. If you take that modest depictation of the golden rule, it will change your life. It will protect you against self-deification and it will protect you against being the victims of other people who self-deify. Live by the golden rule. If you wouldn't want it done unto you, don't do it to somebody else. The world will be transformed by that.

The second thing I would say and this is a little more self-serving, but if people are interested in hearing more, the other action I would say is go to scottshay.com. I have a whole bunch of interviews, podcasts, writings that I’ve written from everything about personal ethics, the ethics of what's going on in the Hong Kong protests, climate change, a whole bunch of things that people can easily access. It's all downloadable. I have a newsletter that's growing as well that I started a few months ago.

The best thing of all would be to read In Good Faith, which is my book, available everywhere at quality bookstores and also at Amazon, and basically any place that sells books. You can get it on Audible. It's coming out in paperback in a couple of months, Kindle, however you'd like to do it.

I will say this too, after people read the book, I get a lot of e-mails. There's a contact sheet on the website. I make an effort to answer all e-mails. I do say this. I do get a good chunk of it. I’m getting them recently of chapter length questions. If you want me to respond, please write me out a couple of paragraph e-mail and I will get back to you, but if it's the size of a chapter, it's just hard to do. I’m available. I encourage people to read in good faith, look at my website. It's all there. It's really all there.

[00:46:44] MB: Well, Scott. Thank you so much for coming on the show and one more time, what is the URL that listeners can find you and all of your work at?

[00:46:52] SS: Scottshay.com.

[00:46:58] MB: Well, Scott. Thank you again. A fascinating conversation. So much more we could have explored. I really appreciate you coming on the show and sharing your story and sharing your wisdom.

[00:47:06] SS: Matt and Austin, it has been a pleasure to be with you today.

[00:47:09] AF: Thanks, Scott.

[00:47:10] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.

July 14, 2020 /Lace Gilger
Influence & Communication
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How To Get Help Solving Any Problem You’re Facing with Dr. Wayne Baker & Larry Freed

July 09, 2020 by Lace Gilger in Focus & Productivity

In this episode we share how to ask for what you want, get the help you need to succeed, and look at the evidence-based lessons for how you can get more of what you want with our guests Dr. Wayne Baker and Larry Freed. 

Wayne E. Baker is an American author and sociologist on the senior faculty of the University of Michigan Ross School of Business. He is best known for his research in economic sociology, and his survey research on values, where he documented Americans’ core values. He writes in both academic and popular media on this theme and is often invited to present his findings across the U.S.

Larry Freed is the co-founder and former CEO of ForeSee, the leader in customer experience analytics. While at ForeSee, Larry worked with many of the leading companies of the Fortune 500 and was a frequent speaker at many industry events. Larry then founded 2nd Stage Partners where he advised early-stage and growth-stage technology companies. Larry is the author of Innovating Analytics: How the Next Generation of Net Promoter Can Increase Sales and Drive Business Results and Managing Forward: How to Move From Measuring the Past to Managing the Future. He is currently the CEO of Give and Take, helping companies increase knowledge collaboration, employee engagement, and business results.

  • Reciprocity Ring - giving and receiving help from other people. 

  • No one wants unsolicited help. The process must begin with unsolicited help. 

  • People are afraid to ask for help:

    • They don’t want to look dumb. 

    • They don’t think anyone can help them. 

    • They don’t know WHO to ask. 

  • Reducing the stigma of asking for help is KEY - but it’s also essential to make it EASY

  • Givers outnumber the people that ask for help about 2.4x to one based on data from the Givitas platform

  • How to reduce giver burnout 

  • Help comes from places that you would NEVER expect. 

  • The concept of “generalized reciprocity” is more powerful than specific reciprocity. 

  • 85% of the time, the people you help aren’t the people who help you. 

  • “SMART” Requests are more likely to get answered:

    • Specific requests. Specificity triggers people’s memories. Generic requests are less likely to be helped. 

    • Meaningful - “Why” are you making the request?

    • Action - ask for something specific to be done. 

    • Realistic - within the realm of possibility. 

    • Time - what’s the deadline?

  • 2 Competing models for why people give

    • Reputation - helping so you’re perceived well by others. 

    • Gratitude & Paying it forward for the help received.

  • Gratitude is a MUCH more powerful motivator for why people help (vs trying to improve their reputations). 

  • Only 10-20% of people say thank you when they are helped. 

  • The incredible lesson from “Kidney Chains” - giving the gift of life. 

  • Acquiring “ambient” knowledge is very valuable knowledge. 

  • What should you do if you’re afraid to ask for help?

  • 3 Methods for Better Asks

    • The quick-start method

      • “I’m currently working on _____"

        • “And I could use ____"

      • “My biggest challenge is ____"

        • “And I need _____"

    • The goal envisioning method

    • Visioning

  • Celebrate the people in your organization that are ASKING for help... that’s the harder part.

  • The leader should model the behavior they want in others. As a leader, you have to be willing to make a request and be the chief help seeker. 

  • The evidence should convince you… if you’re a taker.. that you will be more successful if you give. 

  • If you want to maximize your effectiveness and your performance, you need to give and take. 

  • How do you avoid giving burnout? 

  • Homework: Start by asking yourself what you need and what you are trying to accomplish. Practice asking. 

  • When you ask, you give someone else the opportunity to be a giver. It’s not a burden when you ask for help, you’re giving them the gift of helping you. If you don’t ask, you’re not enabling other people to be generous. 

  • It’s a responsibility to ASK for help - it’s a required, essential part of the whole process. 

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This week's episode of The Science of Success is brought to you by Best Fiends.

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Givitas has a number of free communities anyone can join: 

    • Givitas also created a free community for Science of Success podcast listeners to exchange ideas, advice, and information. Sign up here.

  • Larry’s LinkedIn, Facebook, and Twitter

  • Wayne’s Site and Wiki page

  • Wayne’s LinkedIn and Twitter

Media

  • Forbes - “The Lost Art Of Asking For Help (And How To Master It)” by Kevin Kruse

  • INC. - “The Perfect Way to Help Your Employees Collaborate More Effectively and Efficiently (and Also Feel More Valued and Engaged)” by Jeff Haden

  • NetworkWise - Larry Freed Says the Key to Success is Not Being Afraid to Ask Questions

  • Cronicle - “How Do You Ask For Help At Work? Give & Take Launches Givitas Software To Leverage Reciprocity” by Laura Cowan

  • Business Wire - Givitas Launches to Help Companies Build “Giving Cultures,” Increasing Employee Engagement and Efficiency

  • Medium - “Givitas Comes Out of Beta!” by Larry Freed

  • CIO Applications - “Give and Take: The Architect of Enterprise Hive Minds”

  • Crunchbase Profile - Larry Freed

  • Forbes - “Customer Experience Controls Business Growth Today” by Martin Zwilling (Book review, 2013)

  • [Podcast] LEADx Leadership Podcast with Kevin Kruse - PODCAST #292: Give And Take At Work | Larry Freed

  • [Podcast] Recalculating for Small Business - Larry Freed, Give And Take Inc. & Ross Kimbarovsky, CrowdSpring. Apr 3, 2018

  • [Podcast] NetworkWise: Conversations with Connors - 044: Larry Freed - It Doesn’t Hurt to Ask

  • [Podcast] YOU, ME, AND YOUR TOP THREE - Start by Asking for Help (wsg Larry Freed)

Videos

  • All You Have to Do is Ask - “GIVITAS AND THE RECIPROCITY RING'S BIGGEST CHALLENGE... ASKING. A WEBINAR WITH GIVE & TAKE INC.” (w/ Dr. Baker and Larry Freed)

  • Give and Take, Inc. YouTube Channel

    • Introducing Givitas by Give and Take

  • AnnArborSPARK - Tech Talk 2018: Larry Freed, Give and Take

  • LEADx - Larry Freed Says To Ask For Help More

Books

  • All You Have to Do Is Ask: How to Master the Most Important Skill for Success by Wayne Baker

  • Innovating Analytics: How the Next Generation of Net Promoter Can Increase Sales and Drive Business Results  by Larry Freed

  • Managing Forward: How to Move From Measuring the Past to Managing the Future  by Claes Fornell and Larry Freed

Misc

  • All You Have to Do is Ask Book Site

  • Innovating Analytics book site

  • [SoS Episode] Why Aren’t You Asking? How To Get What You Want with Dr. Wayne Baker

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we share how to ask for what you want, get the help you need to succeed and look at evidence-based lessons for how you can get more of what you want with our guests, Dr. Wayne Baker and Larry Freed.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we heard the incredible story of how our guest went from a bricklayer to working with some of the most powerful and influential people in the world, and the amazing lessons that he learned about making things happen along the way with our previous guest, Steve Sims.

Now for our interview with Wayne and Larry.

[00:01:37] MB: Wayne E. Baker is an American author and sociologist on the senior faculty at the University of Michigan Ross School of Business. He's best known for his research in economic sociology and his survey research on values, where he documented America's core values. Larry Freed is the Co-Founder and former CEO of ForeSee, the Founder of 2nd Stage Partners and the author of Innovating Analytics: How the Next Generation of Net Promoter Can Increase Sales and Drive Business Results and the book Managing Forward: How to Move from Measuring the Past to Managing the Future. Larry is also currently the CEO of Give and Take.

Wayne and Larry, welcome to the Science of Success.

[00:02:18] WB: Thank you, Matt. Glad to be here.

[00:02:20] LF: Great to be here, Matt. Thanks.

[00:02:21] MB: Well, I'm really excited to have you back on, Wayne, and I'm excited to have you on the show as well, Larry. You guys have put together a really interesting project and I want to get into the science behind it and some of the research, because one of main focus is really the reason that this show even exists is to take science data, research evidence and make that into really practical, implementable, actionable things in people's lives. You're doing that every day and that's what I find so interesting about what you're up to. I'd love to start out with the science of giving. Why do we give? Why don't we give? What is the impact on us?

[00:03:01] WB: Yeah. I can trace the idea back 21 years when we created the reciprocity ring. It's an activity for teams, or groups in which people ask for and give help to one another. We created it as a giving activity, a generosity activity. We learned very early on that getting people to help and to give seem natural. People really liked doing that. The real problem was getting people to ask for what they needed. You can't give unless you know what another person needs. What we discovered through the reciprocity ring and then the research that we have conducted since is that the key to giving and receiving is the request. That's a catalyst that drives the whole process. Not what I expected, but that's what the data show.

[00:03:48] LF: Givers will give if you make it easy for them to give and they need that and they also obviously need someone to ask, because no one wants unsolicited help. We all get that from time to time and we're never really happy about it. If the process starts with the person asking for help and that really is the key and then what we want to do is make sure that we create an environment where we're encouraging that process to continue, both on asking for help side, but also on the giving side and we want to protect against generosity burnout and things like that.

[00:04:20] WB: Yeah, I can add a bit to that. Larry, you mentioned that no one likes unsolicited help. My 18-year-old who is finishing high school remotely here could attest to that. He doesn't like any unsolicited help from me at all.

[00:04:32] LF: It's a common trait that we all run into with lots of family members.

[00:04:37] MB: Yeah. That's a great insight. I mean, it comes back to that one of the most interesting things, Wayne, about your work that I find so intriguing is that it wasn't getting people to give that's the problem, it's actually the opposite, which is getting people to ask for help. You wouldn't think that that would be the issue and yet, that's really what the challenge was.

[00:04:56] WB: Yeah, it was really a surprise. I'm driven by the evidence and by the data and then it was just really clear that that was the case. Part of our research has been to identify and then circumvent, or overcome some of the obstacles or the barriers to asking. A very common one is that people are reluctant to ask, because they are concerned, or they fear that they'll be perceived to be incompetent, or weak, they can't do their job, they're uneducated. There's new research that's come out that says as long as you make a thoughtful request, people will think you are more competent, not less. That's one of the many barriers.

One other one I'll mention briefly is that we don't ask sometimes, because we think no one can help us. When we use a lot of the activities that Larry and I have developed and others, sometimes people will take me aside and say, “You know, I don't want to ask because I know no one here can help me.” My answer is always the same. You never know what people know, or who they know until you ask. When they ask, they're always surprised because they discover that there are all kinds of resources out there somewhere in the network, but they need a mechanism to ask and then to start the movement, or circulation of those resources through that network.

[00:06:11] LF: To add onto that, one of the other challenges in asking is knowing who to ask. The reciprocity ring was a great example of when you bring a group of people together, they don't have to direct it to any one individual. They don't need to know the person that might have the right answer. They don't have to spend all that time asking John, John sending a nod, [inaudible 00:06:28] go to Sally. Sally can't help, then he go to Bob and maybe Bob helps.

When you can ask a group of people, it becomes a lot more efficient. It also I think reduces the risk of that individual. They don't feel like they're taking up one person's time. They're making it easier. They're hitting 10, 15, 20 people at a time in a reciprocity ring and Givitas, lets you do that with hundreds and thousands of people.

One of the things that we see is that reducing that stigma of asking for help is really key, but also is to make it easy to ask for help, especially when you don't know who to ask. An interesting stat from our platforms that we see is that the givers will outnumber the people that ask for help about 2.4 to 1. The key is getting those people to ask.

[00:07:09] WB: It's a really good point, Larry. One of the benefits of posting your request or your ask to an entire group is that it eliminates, or at least reduces give or burnout, because you're not going to the usual suspects, the same people, but rather you're casting a wide net.

The other advantage is that you discover that help comes from places you would never expect. I remember when I was writing my latest book that I used Givitas quite frequently to post a request for say, a new example, or a fresh example of something, or a practice that would illustrate these principles, and it was amazing. I got connected to people from all over the world who I never would have met.

One of my favorite ones was a person who is an HR director for one of the aboriginal corporations in Alaska, someone who was not someone I would meet in my normal travels and yet, it was really, really helpful. You never know where the help will be. A tool like Givitas really enables you to in a sense, search the world for the person that's got the contact, or the resource you need.

[00:08:18] MB: There's two concepts that I want to drill down on a little bit. One is and we talked about this in your previous interview, Wayne, but I want to make sure that listeners who might not have heard that understand what we're talking about. Can you give a little bit of background on what a reciprocity ring is and some of the findings that have come out of using those?

[00:08:35] WB: Sure. Glad to. When we say reciprocity, we often think about what we call direct reciprocity. Matt, I help you and you help me and that's great. We would want that to happen, but there's a more powerful form of reciprocity. We call it generalized reciprocity. Larry helps me and of course, I'm more likely to help him to pay back that help, but I'm also grateful for the help that I received and I'm more likely to pay it forward and help you, or help someone else and the chain goes all the way around.

We had that concept in mind, that generalized form of reciprocity and said, how can we create an activity that would allow people to experience this and to actually benefit while they had that experience? We came up with this idea of the reciprocity ring. There's a very particular recipe. We train people how to run it. There's a poster and materials that go with it and so forth. It's going to sound simpler than it actually is. But essentially, everyone makes a request to the entire group and they spend most of the time trying to figure out how they can meet other requests that people have.

You get to make a request and then you're spending most of your time helping other people meet their requests. What we find is about 85% of the time that the people you help are not the people who helped you. Rather, it's that more indirect or a generalized form of reciprocity. In brief, you could think about it as a structured, or guided facilitated activity for asking for and giving help that really brings out all of the resources that exist in a group.

[00:10:10] MB: I love that stat that 85% of the time the person who helps you is not the person that you helped. When we look at our lives more broadly with that lens, it really shines light on the fact that you may never know where help is actually going to come from.

[00:10:26] WB: Oh, absolutely. One of my favorite ones was a senior engineer in a large manufacturing company had a request involving some complex problem he had with a metallurgical process. Now I had no idea what he was really talking about, but he asked. He said, “Look, I need to talk to an expert in this particular metallurgical problem.” Help came from a 22-year-old admin who had recently been hired by the company. You would think, “Well, how would that person be able to help? She was not an engineer.”

She said, “Well, my dad is the world's expert in that problem and he just retired. My mom has been encouraging him to spend more time outside of the home.” She's able to tap her network and connect her dad with this engineer. Together, they solved the problem.

[00:11:15] LF: If you take that and think about when you're doing it in a face-to-face environment, it's remarkable how powerful that network and how far that network can reach up; 20, 25 people that you're with and the people that they know. Now say you’re in an online reciprocity ring, or what we call Givitas and you're dealing with 200, 500, a 1,000, 2,000 people and how much power you have. You really get that multiplicative impact in terms of that reach, which is phenomenal.

[00:11:46] MB: If you hit such a big group of people, at some point does it start to break down in terms of it becomes almost too anonymous to really be able to understand and help people with their problems? Or have you found that it's actually the opposite and the larger network really ends up creating a lot more value for people?

[00:12:03] LF: I think it's the opposite in many ways. The key thing is is that we also want to balance that generosity burnout. Selfless people often will say yes to everything and they get sucked in this time and they can't really do their own job and get their own things done. Or a typical social network lures you into that social network and you spend two hours on it bouncing around and watching videos and all kinds of crazy stuff these days and you don’t realize where the time went.

Givitas is really structured in that same way the reciprocity ring is. In many ways, it's an online manifestation of the reciprocity ring. You have that structure, so it makes it really easy. We use the phrase, be a giver on five minutes a day, or five minutes a week. When you look at a typical network, or a community forum, or listserv, you see topics posted. Sometimes people are posting. Sometimes they're bragging, sometimes they're making a joke, sometimes they're commenting on things that aren't relevant. It's hard to make sense of it all and it gets really, really noisy really fast.

We create smaller communities. It's not open for everybody. It's an invited group of people, but still can be in the thousands. The beauty is is there some structure to it. You know when a request is made, you know when someone makes an offer or help to it. It makes the process of going through the items that much quicker and easier and it really is about that efficiency and again, givers will give when you make it easy and givers will give because they want to be recognized for it and they want to be shown thanks and gratitude. We can do all that in the platform, which is makes it really, really powerful.

[00:13:34] WB: Yeah, I can add to that. I think larger is better. What we've found is that there's a tipping point, a critical mass, and it's generally a larger network works better and better. We've also found that it's helpful to have an affinity, or a common topic or interest. Give you a couple of examples, there's a Givitas community for people in HR, human resources, people who are in HR, or have an interest in that. There's another for women at work, one on people analytics, one for associations, another for non-profits. People have a common interest or that affinity.

What we've found is that people are just really, really helpful. I think of it as the kindness of strangers, that people are really willing. I'm still amazed that some of the help that has given, for example in that HR ring, where someone would post a request for something that's pretty complicated HR issue, or challenge that they have. That's been addressed, or solved in other companies, but they don't know where, but they find it through this tool. People will say, “Oh, here's my 20 slide PowerPoint deck of how we address that problem,” and it's really quite amazing. It's a large network that really makes it go.

[00:14:47] MB: I'm also curious and there's a couple other things I want to dig into too, but what percentage and you may not have exact metrics around this, but what percentage of asks, or problems, or challenges go either unanswered, or don't get resolved, or don't really get forward progress on goal they're trying to get help with?

[00:15:08] LF: In a Givitas platform, in the reciprocity ring it's almost what? 99.50% or more get some help and all the ones I've seen, I don't think I can think of maybe one request and nobody was able to offer help on. In the platform, we actually see similar kinds of numbers. It's generally 98%, 99.50%. It's also interesting, because on average we'll see three and a half to four offers of help for each request. A request still has to be a good request. Sometimes when you don't get help, it's because your request was too vague, it wasn't specific enough, there was no realness to it. There's a whole methodology and Wayne is the expert in this, to really make it a good request and that's part of it.

Once you make that, then you get that request out there. When you've got a broader network, you're more than likely to get help. The beauty is is when you've got a group of people trying to help, you can build on what each other's knowledge is. You don't even need to have one person that has the whole answer. You might get part of the answer from one person and another part from somebody else. Then a third person weighs in and makes a comment and says, “This is right on, but one more thing to think about.” Now you've got really the community helping to solve that problem. The beauty is it just takes a couple of minutes. People are happy to do it and we just get incredible response that way.

[00:16:26] WB: Yeah, what we've found is that a request that is well formulated is more likely to get a response, even if it's a challenging or difficult request. The acronym that we use is a SMART request, which is different from a smart goals; the criteria a little bit different. I'll go through them very quickly. The S is for specific and Larry mentioned that already. Quite sometimes, people make a general request thinking that they're casting a broader net, but it's hard to respond to a really general request. It's a specific request that triggers people's memories of what they know and who they know. The S is for specific. The M is for meaningful. That's the why of the request, really critical do that.

I've done some statistical analysis with a colleague of mine on thousands of these requests and we find that those where people have left off the why, or the meaningful part are less likely to get a response, because people don't really understand what's behind the request. The Y is really important. A is for action. You're asked for something to be done. The R is for strategically realistic. Now we encourage big requests, stretch requests, small requests, as long as it's real, but it's got to be within the realm of possibility.

Then finally, T is time. What's the deadline? Again here, a very specific deadline is much more motivating to people than a general request. If I said, “Oh, sometime by the end of the year,” people will put it – I mean, I've got post-its on my desk here that are those kinds of requests. I'll do this when you get to it. Well, I'm not likely to get to it. If I knew that you needed something in a week, I'm much more likely to respond, because I know you need it much more urgently.

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[00:19:29] MB: I love the specificity and all of these different components of making a request that's actually going to get answered, because you have so much data from the platform that actually shows quantitatively, here are the kinds of requests that get positive feedback, get tracks and get answers and here are the kinds of requests that struggle, or that don't.

[00:19:48] LF: It really plays out. If you ask, “Hey, I'm looking for a new job,” no one can really help you. But if you say, “Hey, I'm looking for a job in this field. This is the experience I have. I want to do this in the next two months and I want it to be in one of these two cities,” people have a chance to help. It's just so important to drill down into that area that what you really need. Again, it's about making it easy to ask for help, but also make it easier for the givers to give help.

[00:20:16] WB: I can add a little to that with what we've learned from some of the research that we've published. Ned Buckley and I used a lot of Givitas data and analyzed thousands and thousands and thousands of requests and offers. We were interested in two different explanations about why someone would give and why someone would help and we ran a horse race between these two different competing explanations.

One is that I'm more likely to help in order to give a good impression. It's all about impression management, so people will think I'm a generous person and therefore, will help me in the future. It's a reputation thing. The other explanation, the other horse in the race is that I'm more likely to help, because I'm paying it forward out of gratitude for help received. It's a very different motivation. We didn't know which way it was going to go, but we had all of this data and we did this very sophisticated statistical analysis control for other factors.

What we found is that the stronger and the longer-lasting effect was gratitude for help received, so there was some reputation, or impression management going on, but mainly people helped others who hadn't helped them, because they were paying it forward, because they were so grateful for the help that they had received. I found that one of the most interesting findings from my research.

[00:21:37] MB: That's great. I love that finding. It's funny, because in many ways, the second-order effect of that is that the more you help people down the road, the more help that they're going to give to others and almost an endless cascade of an upward spiral, if you will, of positive giving and helping.

[00:21:56] WB: Absolutely. You can think about it as not only resources flowing through the network, but positive emotions and even positive energy flowing through the network as well.

[00:22:09] LF: When you can build in the gratitude to it as well, right? First of all, when you see other people help, you're encouraged to participate and help. There's a little bit of maybe call it peer pressure, but that's one way to think about it, or it's just, “Hey, they're doing good. I'm going to do good.” Most people get a good feeling when they help others. There's all kinds of research that shows you feel better when you're helping other people.

Then the gratitude being shown back, someone saying thank you, we appreciate that, we're grateful for it. Really goes a long way to encourage you to do it again. I saw some research a while back and it talked about that on average when people are getting help, it's 10% to 20% of the time, they're saying thank you. It's remarkable how low that number is. When we can raise that up to 50%, 60%, 70%, 80% it really creates this, I like to think of it as a cycle of generosity. You help people, you see other people helping, you want to get into that, you want to be part of that and it just expands the network so far and so powerful that the help is always there. Again, if you follow that gratitude, it's really, really an encouraging aspect to continue to be that giver.

[00:23:16] MB: One of the great examples of this outside of the data you have from Givitas is a classic example and we talked about in our last interview, Wayne, of the kidney chain. I'd love to just hear that, again, explained really briefly, because to me that's such a great demonstration of the power of gratitude and paying it forward and how it can really create a positive impact.

[00:23:36] WB: Yeah, the kidney chain is truly, truly amazing. One of my favorite ones, maybe because I live here in Michigan was started by Matt Jones, another Michigander, who was thinking about how could I really do something of great value to another person? He said, “You know, I've got two kidneys. I can live just fine with one. I'm going to look into donating one of my kidneys to a stranger.” You can understand donating a kidney to a family member, that thing. He said, “No, I want to donate it to a stranger.” He actually had to undergo an evaluation to make sure that there's motivation for this, but it was true altruism.

He arranged to do that. The person who received that kidney, that person's life was saved as a result of receiving that kidney. Now that person was married to someone who would have donated his kidney, but they weren't compatible blood types or whatever. He said, “You know, but what I'm going to do is that I'm going to pay it forward and I'm going to donate one of my kidneys to another stranger.” Then the stranger who received it, one of that person's relatives did the same thing. It was this kidney to kidney to kidney, this whole stranger chain of people giving the gift of life through donating kidneys. Some of these kidney chains are really, really long now.

There are some hospitals who actually have created a mechanism to allow people to do this, because we know there's always a shortage for human organs. They're really quite amazing to see, this is one of the most vivid illustrations of true human generosity in a kidney chain.

[00:25:15] MB: It comes back to that same concept of one act of giving. It has the potential to be a chain reaction. The thing that’s stopping that giving from being unlocked is not a willingness to give, it's a willingness to ask.

[00:25:30] WB: It's absolutely right. What I think about is there are four types that we've shown in our research. We've developed an assessment that will assess your propensity to give and your propensity to ask, or to request. The best place to be is what we call the giver requester. Now that's someone who is generous, who freely gives, who gives without expectations of return and they will make requests when they have a need. They do both. They're very well regarded for their generosity and they're the most productive, because they get the inflow of answers, questions, resources, things that they need, that input in order to be successful.

Another type that we see is probably the most common type is the overly generous giver; the person who gives a lot, but doesn't ask for what they need. That's where burnout occurs. The remedy to that is twofold. One is you need to put boundaries on giving, so you don't over commit your resources, or overtax yourself, but you also need to make requests. If you've been helping a lot of people, there's a lot of people out there who want to help you in return, the opposite of the overly generous giver is the selfish taker. They have no problem asking, but they don't give very often.

What we found in the reciprocity ring and Givitas is that if you have takers in there, they will still give, because both of these are transparent, so you know whether someone's giving or not and that's one reason why these tools work so well is that even the selfish taker will give when it's transparent.

The rounded out, the fourth type is what we call the lone wolf. In some ways, it's the most tragic, or the saddest of the four types, because they don't give, they don't ask. They're pretty disconnected from the whole world. Just got their head down and trying to do their work. They're not very successful, because you really do need input from other people to truly be successful.

[00:27:22] LF: Yeah. The power of the exercise and the experience, getting those takers to participate and you could argue that they may be doing it for the wrong reason, but they're not doing it necessarily out of the goodness of their heart. Nonetheless, they're sharing information, knowledge, experience and helping other people and that's what really counts. They may be doing it because everyone sees them do it, because others are doing it they don't want to be left behind, they don't want their reputation tarnished. To some extent, you can keep score.

We have metrics and analytics around who's giving, who's helping and so on. That encouragement to get the takers to participate and help others really helps the whole community so much. Without the reciprocity ring or without Givitas, if these people are left alone working in a cube somewhere, it doesn't happen. When you can bring them together in these communities, you can start to get that value and let it be shared amongst the participants.

[00:28:15] WB: Larry, that makes me think of another advantage that we've observed and there's a lot of science to back this up, is that even with people when they go into the tool and let's say they're not doing anything, maybe they're lurking a little bit, they're still learning and they're acquiring what is called ambient knowledge, is that you get to see who knows what, you get to see the network that's out there as well and that's all really useful knowledge to be accumulating. There are those secondary benefits by accumulating that ambient knowledge by just observing what's going on.

[00:28:51] LF: You not only learn from what other people are saying, you start to get more confident that you also can make that request. I mean, starts to change people's attitudes and behaviors. There's a huge stigma about asking for help and it sometimes is mind-boggling that people are afraid to ask for help, but everybody is. It's that exposure and they don't want to show they're weak. You think about most corporate worlds, people are afraid to ask for help because they're going to be looked at like they don't know what they're doing.

The way it should be looked upon is you're willing to ask for help, you're willing to raise your hand. That's a sign of strength. It's a sign of strength, because you're putting the project you’re working on, the customer you're supporting, the company you're working for in front of your own ego. Then you start to when that works and you're willing to ask and people help you, now you're the perfect employee. You are doing what's right for the organization, for your customer and everyone's able to help each other.

It has a huge bottom line impact on the business, on people's success, on people's careers. As a participant, you start to feel that the organization is there to help you not to find your mistakes and punish you and get rid of you, but to help you be successful. It just builds and it's this cycle of generosity that people start to really reach their potential, in many cases even exceed their potential.

[00:30:08] MB: Really interesting insights. I'm curious from both perspectives, let's take and I know there's mixes and matches and people that have each of these characteristics, but let's say for people who aren't asking enough, how can they ask more and how – and we've already talked a little bit about how to make better asks, but how can they ask more? How can they overcome that fear, that shame, that uncertainty around asking for help? On the other end of the spectrum, people who are takers, what advice or feedback would you have for them about why they shouldn't be such a taker, or why they should give more?

[00:30:40] WB: Let me address the first part of that, which is how can you encourage or enable people to ask more. There's a process for doing this. There's four steps to it. The first is that you need to sit down and think about your goals. What are you trying to achieve? What are you trying to accomplish? Oftentimes, people will make a request and they haven't thought it through and they end up getting a resource they really don't need. Begins with the objective. What's the goal?

Then the second part is to say, “Okay. If I've got that goal in mind, what resource do I need?” There, we encourage people to think very broadly. It could be information, ideas, expert advice, referral, a connection, a report, financial resources, whatever is that you would need, but think about what are the resources I need to accomplish that goal, then the third part is to make a smart request and we already talked about what a smart request means.

Then the fourth step is to then, “Okay. Who am I going to ask? Am I asking a particular person? Am I going to ask in a group? Am I going to use Givitas to post to a large network of people?” You need some thought, you need some preparation to figure that out. Yeah, I could also say that there are three methods that I write about these in my book, which is there's the quick-start method, the goal articulation method and visioning.

The quick-start method as the name implies is a very quick way of figuring out what are you trying to accomplish and what's a resource you might need? It's a series of incomplete sentences and you need to fill in the blanks and I'll just tell you two of them now. Think about how you would fill in these blanks. I am currently working on and I could use. If you could fill in those two blanks, you get a sense of what you're trying to accomplish and a resource that you need. Or if you say, one of my biggest challenges now is, and I would benefit from. Sitting down and thinking about that will help you think about that goal and the resources that you need.

I've used this quick-start method with executives. Quite frequently, give them about 10 minutes and they fill out these incomplete sentences and they get a really good sense of what is it that they need. The goal articulation method takes longer, but essentially it means in each of domains of your life, could be personal life, fitness, your spiritual life, it could be work, career, profession, whatever it is. What are your goals? What are you trying to accomplish? What resources that you need?

Then visioning is very powerful. It takes the longest. It's creating a narrative, a written description in vivid inspiring detail of that life you want to have, say three, five years from now. If you could write that out in that vivid detail, say, “Well, that's what I want. That's who I want to be, even that's where I want to live,” well there's a lot of goals in there and you need a lot of resources. What we've learned is that if you've written it down, if you've shared that written vision with other people, people will start helping you right away. As if the vision is a request itself.

[00:33:36] LF: I'll give you another real-life example. We were working with a large technology organization. There was a bit of a culture issue at this company. I'm not going to name the name of it. One of the great ways to get any community, or any organization to get over that stigma of asking for help is to have the leaders ask for help. On a company, it's the leaders of the company, or the division, or we have a community where it's maybe followers of a thought leader. If you can get that fouled leader to make that request, everyone is inspired to also make a request.

It can be a formal leader, or an informal leader. You're talking about big companies with big political structures. It gets hard for those people sometimes to ask for help. Sometimes they’re the worst about it. We actually created a polling feature, so that they could look to get input to make it a little easier for them to take that step in and ask for help. Instead of asking for how to solve a certain problem, they may ask for their sales team for input on which of the following three things are your biggest challenge to hitting your quota this quarter? It starts the process rolling. Leading by example is a great way to help reduce that stigma.

Then the other I think really important aspect of it is to celebrate the people that are asking for help, recognize them and celebrate it. Our first instinct is to celebrate the people that offered the help, which that's important as well, but we want to celebrate the people that have made the ask, because that is the harder part. Other people see that celebration, they want to be part of it too. They see that it's a positive experience that you didn't know what you were doing and you were willing to raise your hand and ask for help as opposed to a negative experience.

[00:35:13] WB: Those are such important points. It's very important for the leader to recognize and acknowledge not only those who help, but those who are willing to request and to ask. A leader should do both. Another point just to reinforce something that you said is that the leader should be the role model of the behavior that they want and other people. If the leader is not willing to make a request for what they need, it's harder for everyone else to do it. The leader needs to make a request as well, to be what I sometimes call the chief help seeker. That's another role for the leader is to be the person who will use the poll function, ask a question that way, or come right out and make a request. By doing that, they're modeling the behavior that they want in other people.

[00:35:56] LF: Showing a little vulnerability, that none of us know everything. Let's look for the group to help us where we can and make everybody stronger and better.

[00:36:06] MB: Great insight. I love the idea around leaders leading with their own behavior and being willing to ask for help. Such an important insight. I want to come back to the other side of the coin too. If you're a taker, why should you change your behavior?

[00:36:22] WB: It's an interesting question. I think the evidence should convince the taker that they could be much more successful if they also give. If they realize that by giving and being generous and even if they're doing it for impression management or reputation building, they're still giving, they realize if they do that that they will be more successful. People will be more likely to help them. I think it's partly education. It's also practices. Giving them tools or routines in which they could do both. They can give and they can ask. Yeah, I think the evidence should convince people that if you want to maximize your effectiveness, your creativity and your performance, you want to do both.

[00:37:05] LF: I have a saying that I didn't make up. I think Edward Deming was the first person that said it. You can't manage what you don't measure. It's so important to have metrics around that, because now you can demonstrate to these people. You know who's asking for help, you know who's giving help. Now you can start to really give them the evidence there that this is what's going on. When they see that other people are doing it, takers often want to be a superstar. They don't want to share because they feel like it's them against their peer, instead of them against the competition.

Jack Welch was a great leader. His theory was and it was right for that time that you take the bottom 10% of your organization, you get them out and you get them to somewhere else in the company where they can be successful, or you get them out. It sent a message to people that it wasn't about doing your best, it was about doing better than your peers. That reinforces this idea of being a taker and not being a giver.

You roll the clock forward and when Adam came out with give and take and the reciprocity ring, what changes the dialogue and now it's about you can be a giver and be successful. That's so powerful. It's really been a transformation through my career in the 80s and 90s. It was looking at guys like Jack Welch who was incredibly successful, but modeling that. I remember one of my first mentors gave me the book The Art of War and kill or be killed. That's not the way it has to be.

We can help each other and still be successful. The metrics and the measurements also help you really identify who those takers are. By those being visible, you can encourage them that there is a better way and get them to participate.

[00:38:41] MB: That's a great distinction between doing your best, versus doing better than your peers, because you can often confuse yourself and think that maybe those are the same thing, but the reality is that there's a really big distinction between those two.

[00:38:55] LF: Yeah. It's the team that wins. We see great examples of that in the sports world. It really applies to the community, to the business. I mean, if we think about what people are going through today with COVID-19 and the challenges that it's facing, and it's helping each other that gets us through it and makes us all successful. It's actually really interesting. We've seen a huge increase in the number of requests as a result of what's going on in our platform.

I was looking at this data earlier today, 25% of the requests made in our platform since beginning of March have had the word COVID, corona, or pandemic in it. Even when we have these horrible situations that we're in, we can get help from our peers, our neighbors, our colleagues, our community and we can also help them and that really becomes a powerful tool.

[00:39:45] MB: How do you avoid giving burnout?

[00:39:49] LF: Making it easy to be a giver. There's a lot of different strategies that I've heard and I think some of them are really effective. It depends a little bit on your personality, I think how well you can do it. Some people say, spend a certain amount of time every day and focus on that. Others will say, spend just one day a week, part of one day a week, compartmentalize it and get all your given out in that one period, so you feel better because you see the magnitude of it.

I've always personally struggled with that. The flood of e-mail you're just dealing with it as it comes in. It's so easy to take a request that comes in to Wayne's point earlier, if it's not specific, if there's no deadlines, it sits in my inbox and I forget about it. I wake up one night at 2:00 in the morning realizing I never answered that person.

If we can create an environment where it's easier to be a giver and I think that has a number of components in it. One is when it's directed to a network, anybody can help out. You don't always have to be that one person. The fact that you can see what other people have done, you're not recreating the wheel.

The worst feeling in the world I think as a giver is when you spend your time, you offer that helping you're really thoughtful about it and you may be making an introduction and the response is, “Oh, I've already solved that problem.” Understanding the status of a request. It's just, it still need help. When we do all those things, we can start to make it a lot more efficient. That's one of the ways to really help with that burnout.

People have to also balance it. The idea that when we can use the network, harness that collective intelligence of the network, it takes the burden off of any one person and then network is able to contribute and help. By helping, you also become a better person, because not only do you feel good, but you sometimes will learn that material, or learn that information and even get a little bit better at it, because you had to articulated to somebody else.

If you always go to the expert, you get the same answer all the time and the experts burnt out. If the expert can help one person and they can help somebody else, you start to get more innovation that it can happen as well.

[00:41:47] MB: For people who want to start asking for help more frequently, or giving help, what is one action item, or concrete piece of homework that you would give them to start implementing this in their lives?

[00:42:04] WB: Yeah. I would say to pause, perhaps at the beginning of the day when you get up, get a cup of coffee, start your computer is to pause for a few minutes and think about, “What am I trying to accomplish today? What are my objectives? What are my goals for today?” Actually write them down. Then from that, I think quite naturally it flows, “Okay. Well, what do I need and then what do I need to ask for in order to accomplish that goal? Or at least make some progress on that.”

I've known people that have established that as a daily habit, usually in the morning. They say it's been really, really helpful to do that. It only takes a couple of minutes, but it clears your mind, focuses you on what you're trying to accomplish, what you need and that makes a lot easier to ask.

[00:42:52] LF: Practice can help as well. I think when you’re giving and helping others, we've seen from a lot of people in our communities, we'll ask them, “Hey, you've offered help to six people. How come you haven't request?” “Well, I don't do that.” I think when you think about the help you're giving and you can actually try to take that and say, “Now, I'm going to give someone else the opportunity to be a giver, because I'm going to make an ask.” It's another way to give value and benefit to somebody else is let them be a giver.

I think if you turn it around that way for certain people, the people that just naturally don't want to ask for anybody, they don't want to burden anybody, it's not a burden when you ask for help. It's actually enabling them to be a giver and that's a different perspective on how to look at it.

[00:43:33] WB: If you're not asking, you're not enabling other people to be givers, to be generous. That it's a duty or a responsibility to request. It's not a burden. Most people are delighted to help. Sometimes it's very easy for a person to help, even though the benefit might be very big to you as the requester. You really should think about it as a required essential part of the whole process itself is asking, as well as giving.

[00:44:01] LF: If you're a leader, let's say you're running a group, 10 people, or a 100 people, or a 1,000 people and you want to create this collaborative, generous community that's helping each other, most leaders think I'm there to solve everybody's problem. Sometimes even if you know the answer, if you can ask the crowd to help you and they start to solve that problem, they're energized. They feel good about it. They want to give to their colleague. That's how you create that teamwork. It's another way of leading by example.

[00:44:28] MB: Wayne, you brought up another really good point a second ago, which is in many ways, making a good ask really starts with self-awareness and beginning with what do you need help with? What are you working on right now and what are your goals and priorities? Because if you don't even have clarity about that, then you can't formulate well-articulated SMART ask, then you may not get the help that you ultimately want.

[00:44:53] WB: Absolutely. If you think about – if you did that at the beginning of every morning, “Okay, what am I trying to accomplish today?” What you're doing is creating a vision of success for yourself. That's what you're trying to accomplish today, here's the resources you need and you're going to request them, either directly from someone, perhaps through LinkedIn, e-mail, through Givitas, through another platform is that you're creating that vision. That's what a successful day is going to look like.

If you think about the opposite, sometimes and I have to say sometimes I fall into this myself, I turn on my e-mail, I see all the stream of e-mails. I start answering those e-mails and a couple hours goes by and I realized, that was important, but I really didn't set aside time to focus on what I'm supposed to be accomplishing today. It's really important to do that. It enables you to perform at a much higher level, if you do that on a regular basis, if you make it a habit.

[00:45:43] MB: Yeah, I love that. Even just checking in for a few minutes at the beginning of the day. What are your goals and is what you're doing aligned with those goals? If you just did that, you're going to see a massive impact over time on how you spend your time and ultimately, the results that you create.

[00:45:59] WB: Absolutely. You can think about it in your personal life too. It's not just in your work life, but what are you trying to accomplish with your family, with your relationships, with your community, with different groups you might be a part of? If you think about it, it doesn't take very long to do it, but if you can develop that habit, it can be extremely powerful.

[00:46:18] MB: For listeners who want to learn more about Givitas, who want to get involved, who want to make some asks and get help, where can they find more information and get into this online?

[00:46:30] LF: We've created a handful of communities that are free for anybody to participate. Wayne mentioned a few of them before. There's a group of HR leaders. There's a group of association leaders. There's a group for non-profit leaders. We've also created a group for listeners of your podcasts, so the Science of Success. If you go to givitas.com/free and Givitas is G-I-V-I-T-A-S, you'll see a list of those and one of them is the Science of Success Podcast Community and people can join. They can help each other and ask questions of those audiences and start to put all of these ideas into practice and learn how to do them in that community and then they can take into the other parts of their life.

[00:47:11] WB: I can attest as a participant in several of those communities, they are extremely effective. I've found them so effective for the work that I've been trying to do when I've been writing my latest book. It is so easy to help. Every morning, I'll look through and say, “Okay, here's the dozen requests that have come in.” I said, “I can help on that one.” I click, I do it. It doesn't take much time at all. I realized that day, I actually was able to help someone and oh, by the way, I got some help too.

Another resource I can give is the website for my new book and there's a lot of free resources. I mentioned an assessment. That is a free assessment you can take through the website. The nice thing besides being free is that it will give you a comparison of your results to the population of people taking the assessment and the URL for that is the title of the book, allyouhavetodoisask.com. If you go to there, you can find that and many other free resources. Those really support and augment all we're trying to do with Givitas and the company that Larry is leading.

[00:48:16] MB: Well, Larry, Wayne, thank you so much for coming on the show, for sharing your research and the work that you've done. It's so great to see you putting this whole framework into practice and really helping people ask and helping people get help.

[00:48:30] WB: Thank you, Matt. It's been a pleasure to be on with you again.

[00:48:33] LF: Great speaking with you, Matt. Thanks a lot.

[00:48:36] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

July 09, 2020 /Lace Gilger
Focus & Productivity
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What You Need To Finally Make It Happen with Steve Sims

July 02, 2020 by Lace Gilger

In this episode, we hear the incredible story of how our guest went from a bricklayer to working with some of the most powerful and influential people in the world and the amazing lessons that he’s learned about making things happen with our guest Steve Sims.

Steve Sims is an entrepreneur and expert marketer in the luxury industry. He is the founder and CEO of the luxury concierge service Bluefish. He has been profiled and quoted often in international publications including the Wall Street Journal, Forbes, London's Sunday Times, and many more! He is also a sought after speaker at a variety of prestigious organizations including the Pentagon and Harvard. Steve is now also the author of Bluefishing: The Art of Making Things Happen. He has been quoted as "The Real Life Wizard of Oz" by Forbes and Entrepreneur Magazine.

  • From a bricklayer to a VIP concierge to the world’s most powerful and influential people

  • “If I was a superhero, my superpower would be ignorance"

    • Ignorant to other peoples’ opinion

    • Ignorant to other peoples’ approval

    • Being laughed at

    • Being told you can’t do it

  • We spend most of our time being frightened of things we have no idea of

  • “I’ve never been charged with overthinking anything"

  • People aren’t terrified of making mistakes, they’re terrified of YOU seeing it!

  • Anyone who is at the pinnacle of success DOES NOT CARE if you see them fail 

  • People YEARN to tear people down and watch them fail

    • They don’t want you to succeed because it will demonstrate that they can't

  • “I’m a 53-year-old five-year-old, I want to ask every question until I fully understand everything."

  • “I'm testing for the weak spots in the engine, so I can fix them.”

  • Look for failure, don’t avoid it. 

  • How we fail, and how we react to it, get to the best growth. 

  • High performers and people competing at the world championship level dedicate huge resources to finding out their weak points and failures, whereas most people hide from it and bury their heads in the sand. 

  • You have to permit yourself to fail to get the greatest growth. 

  • Kids are the best salespeople on the planet. Learn from them. 

  • “I am gonna ask as many times it takes for me to understand it, period."

  • The concept of “ugly works"

  • Perfection is a blue unicorn with three testicles. 

  • “I keep things raw, I keep things simple"

  • As a species humans are imperfect. We spell things wrong, we take photos that aren’t perfect.

  • No one who has done anything fantastic has done it by following other people. None of the Elon Musks, Bill Gates, Steve Jobs of the world had someone to follow, they did something different. 

  • “Stop thinking, just do” 

  • Stop overthinking who you are, instead of trying to be what you think people want, just be yourself.

  • “ROE” - Return on Effort. Don’t spend any of your effort or energy being someone you’re not. Focus your energy on being the solution to other problems. 

  • You free up a lot of bandwidth - mentally and in your daily life - by not wasting time and energy on worrying what other people think about you.

  • Get uncomfortable. 

  • You have to learn how to FILTER. Entrepreneurs are comfortable being uncomfortable. Wantrepreneurs spend all their time taking selfies next to cars they don’t own. 

  • You have to be willing to spend most of your life being uncomfortable.

  • Make being uncomfortable your new normal. Raise the standard. 

  • When you push yourself up to a higher level, you will fail. But you will end up with many different results.

  • When you start pushing, something strange happens.. you start achieving. 

  • How you can start making yourself uncomfortable starting right now. 

  • Go to a restaurant and order the weirdest appetizer on the menu. 

  • Approach from a position of strength rather than a position of fear. 

  • Approaching discomfort in everyday life, low-risk situations can help you when you get into the big leagues 

  • Make discomfort a habit in your life. 

  • Homework: Do something that makes yourself uncomfortable. 

  • To do great things, you don’t have to take big steps. Take one tiny step. What you have to create today is momentum.  

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This week's episode of The Science of Success is brought to you by Best Fiends.

Best Fiends is a 5-Star rated mobile puzzle game with over 100 million downloads. I’m not someone who is traditionally a mobile game person but I have to say I’m a HUGE fan of this game and it’s a great way to challenge yourself when you’re on the go, waiting in line, or doing some relaxing.

The games developers and team are constantly updating with new themes and levels so the game never gets old or less challenging. This really keeps you on your toes in a fun way as you need to utilize different characters and strategies in order to succeed. What may have gotten you to a certain point in most cases won’t get you to the next.

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The game is great, their team is great so go check it out now and start playing today, I’ll see you on the leaderboard! 

Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Steve’s Website and Wiki Page

  • Steve’s LinkedIn, Facebook, and Twitter

  • The Bluefish Website

  • Steve’s Podcast: The Art of Making Things Happen (Bluefishing) Steve Sims

  • Sims Distillery Course

Media

  • Medium - “Making the Impossible Possible with the ‘Real Wizard Of Oz’, Steve Sims” by Dave Brown

  • Entrepreneur - “This Nonprofit Uses a Shark Tank-Like Contest to Help Prisoners Become Entrepreneurs” 

  • INC - “4 Relationship Techniques From 'the Real-Life Wizard of Oz'” by Benjamin Hardy

  • PR Newswire - “Exclusive Luxury Concierge Bluefish Launches Sister Company Taste of BLUE”

  • Forbes - “Bluefish Your Way To Media Success Like Steve Sims” by Cheryl Conner

    • “The Rich And Super-Rich Are Increasingly Looking For Outstanding Experiences” by Russ Alan Prince

    • “The 5 Keys To Business From The Man With The World's Coolest Job” by Peter Lane Taylor

  • Influencive - “CEO Steve Sims Reveals What It Means to Be a Bluefisher” by Adrian Shepherd

  • [Podcast] SUCCESS UNFILTERED - 127 | Steve Sims Shares How Rapport Can Take You from Rags to Riches

  • [Podcast] THE UNSTOPPABLE CEO PODCAST - 36: Steve Sims | How to Take on Big, Audacious Goals…with Style

  • [Podcast] Hustle & Flowchart - Steve Sims – How To Make Impossible Things Happen

  • [Podcast] Jeff Agostinelli - 107: The Art of Making Things Happen with Steve Sims

Videos

  • StevedSims YouTube channel

    • Steve Sims @ MastermindTalks

  • Chris Collins - The Art Of Making Things Happen With Steve Sims (Full Interview) Revisited

  • Brendan Carr - The Secret to Making Things Happen | Steve Sims, Founder of The Bluefish

  • Self Made Man - How To Befriend The World’s Most Important People… with Steve Sims

  • Joe Polish's Genius Network® and Piranha Marketing, Inc. - Genius Network Presents: The Tale of the Handwritten Note with Steve Sims

  • I Will Teach You To Be Rich - Inside the world of luxury with Steve Sims and Ramit Sethi

Books

  • Bluefishing: The Art of Making Things Happen by Steve Sims

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we hear the incredible story of how our guest went from a bricklayer to working with some of the most powerful and influential people in the world, and the amazing lessons that he’s learned about making things happen along the way with our guest, Steve Sims.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we shared the story of how our guest went from teetering on the edge of virtual bankruptcy to transforming his company into a high-growth startup with a massive exit, seemingly overnight with our previous guest, Saud Juman.

Now for our interview with Steve. Please note, this episode contains profanity.

[0:01:41.0] MB: Steve Sims is an entrepreneur and expert marketer in the luxury industry. He's the founder and CEO of the luxury concierge service, Bluefish. He's been profiled and quoted in international publications, including the Wall Street Journal, Forbes, London Sunday Times and many more. He's also a sought-after speaker who's spoken at prestigious places, including the Pentagon and Harvard. Steve is now also the author of Bluefishing: The Art of Making Things Happen. And he's been called the real-life Wizard of Oz by Forbes and Entrepreneur Magazine. Steve, welcome to the Science of Success.

[0:02:17.8] SS: Hey, thanks for having me.

[0:02:19.3] MB: Well, we're excited to have you on the show today. You have such a fascinating story and background. For listeners who aren't familiar with you and your journey, tell us a little bit about your story.

[0:02:30.2] SS: Left school at the age of 15 to join my dad's building firm in East London, went via Hong Kong as a doorman, ended up throwing parties in Asia and grabbing some rather affluent clients. From there, I've worked with some of the richest, most powerful people in the planet. I've also been seen with one from Elon Musk, Richard Branson and so Elton John. I've worked for also not only some of the most powerful people in the planet, but also some of the most powerful events, ranging from the Grammys, Kentucky Derby, Formula One, Art Basel, you name it, I probably had me fingers in it.

Probably two years ago, left I supposed secrecy for many, many years I was probably the most unknown man working for the biggest and most powerful. Two years ago, wrote a book and can I put it out there that if a bricklayer from London could be doing this, you're already out of excuses and all of a sudden, it got a lot of people to know the stuff I got up to. There it is in a nutshell.

[0:03:27.8] MB: I want to dig into a number of parts of the story, but you've just said touched on something that I think is a really key component of everything, which is excuses. We can so easily fall into the trap of making excuses. There's always a reason why you can't, or a million reasons falling into the trap of overthinking. How do you as someone who's gone from literally being a bricklayer to dealing and interacting and being a concierge to some of the most influential people in the world, how do you think about excuses and why they stop us?

[0:03:59.2] SS: This podcast can't actually see that I've got a damn great smile on my face as you're asking that question. My wife would probably put it more colorfully, but she has always said and I met her when she was 16 and I was 17. We've been together forever. She saw me from being a bricklayer to closing down museums in Florence and getting people married in the Vatican and sending them into the Titanic.

She's been there all the way through and she said, if I was a superhero, my superpower would be ignorance. I like to think that's a good thing, but the way she explains is I was so ignorant to other people's opinion, other people's approval, being laughed at, the fear of failure. Not only did I not care, it's slightly different from not caring, it didn't come into my mind. If I said to you, “Hey, would you like to drive a Lamborghini?” You may go, “Yeah,” but you may have no idea what it's like, because you've never driven a Lamborghini before.

I always wanted to fly a World War II military plane. I live up in Los Angeles, they occasionally fly over my head. I always wanted to be in one and I always loved it. For years this went on. Finally, I actually flew. I think it's a P-51 Mustang. My God, it was the scariest, most uncomfortable thing I've ever done. Now I never ever want to go near one of those planes again.

Quite often with frightened of things that not only we've done and know can hurt, like banging your thumb, but we spend most of our time being frightened of things that we have no idea of. I never had that, because I was so ignorant to failure, so ignorant to people being powerful and how many times if you want an example, how many times have you ever walked into and I'm talking to the audience here, walked into an event, walked into a party, walked into a business situation and there's the guy there, or the lady there that is killing it. Is the head of the party, the main focus, the person who you want to be near and everyone else is shit scared to go anywhere close to them?

Now I would walk in to a party, now bear in mind, I said at the beginning, 15 year-old, left school, became a bricklayer. I didn't want to be poor for the rest of my life. Quite simply, why should I hang out with poor people? Because they knew how to be poor, but worse, they knew how to settle for being poor. That's what I didn't like. I didn't like that settling bit.

Whenever I would be in an environment and this person was rich, while everyone's shit themselves go and talk to him, I was stood right next to him trying to engage him in a conversation. I'm stunned how many people are fighting for the point of being scared. They don't even know what it’s going to do, but they’re just terrified. Me, I was ignorant. I would just go raging on like a bull in a China shop.

[0:06:47.6] MB: That's an incredible – You said some amazing things. There's so many different great insights there. Just what you started out with to me is truly incredible insight, which is this idea, if you could be a superhero, ignorance would be your superpower. It's so easy to overthink things.

[0:07:03.1] SS: Oh, my God. My wife was often said that I have never been charged with overthinking anything. Then that also means that you make a lot of mistakes. Everything I'm saying now, you've got to understand that there's a repercussion to it. How you respond to the repercussion dictates how it actually impacts you.

I would go and do something and it would work. I'd be like, “Oh, great. That works. I'll do it again.” Then I would do something else that I didn't overthink and it would fail in some context. I've been involved in events, where it's cost me money to be involved in them, because I didn't account for certain charges I was going to get in being part of a major event. I didn't know how to use the media, or I didn't get the rights to use the media.

I was actually involved in sadly, I can't say it, but think of the biggest night in music and you'll get it. I didn't negotiate the ability, even though I was officially involved with this event, the biggest event worldwide in music, I was on that website, I was being promoted. In my contract, I never had press rights to mention their name. When I mentioned their name in an article, I actually got sued a $150,000 for doing it.

I learned very early on wow, I just lost all the money I basically made, I ended up paying back on a freaking lawsuit. I never got caught on that contract again. It's how you handle the repercussion, how you handle the failure that gives you the lessons that you need to never go into those mistakes again. I never overthink.

[Inaudible 0:08:43.4] said that I get going, then get good. We joked about the sound quality I have in my studio now. That's because I started doing podcasts, because I literally went out on my Facebook page and I went, “Hey, guys and girls. Should I start a podcast?” A bunch of people said yes. I went out the following day and bought every piece of shit you could for a podcast that was wrong. I realized, I live by well, a very quiet area, but reverb and stuff like that, I had a Yeti mic. Now Yeti is really good. I'm not going to crap on them, but they're not as good as getting a condenser mic.

I did a podcast with some bad equipment and I had some friends contact me, a friend of mine called Michael O'Neill just said, “Hey, you sound shit. We can hear all the reverb. We can hear all echo. You need this, this, this, this, this, this.” I learned from my mistakes. But I would never have had the sound quality I've had now had I not done it wrong first and learnt from that mistake.

[0:09:41.8] MB: Such a good insight and it comes back to what you said earlier, most people are so afraid to even make the mistake that they're robbing themselves with the opportunity to learn from it.

[0:09:52.5] SS: People are terrified. Do you know, here's the dark thing; people aren't terrified of making mistakes. They're terrified of you seeing it. Now this is a horrible true story. Down the road for me in LA is an area called Glendale and it has his massive great shopping mall. I had taken the kids there. Me and my wife were walking around the shopping mall. In front of me was these pair of guys and these couple of guys. In front of them was one – it's going to sound mood, so you can hate on me if you like, but just listen to the story first.

Probably one of the largest women I've ever seen in my life. She was monstrous. 300-plus pounds. Huge woman. Now that wasn't what was bothering me and of course, that never should bother anyone. What pissed me off about this woman was that she been to Target and how I knew she'd been to Target was because she probably had about 10 carrier bags, plastic bags from Target on her arms, but then for some strange reason was holding these bags out to her side, like 9:00 and 3:00. Not only was she very large so it was awkward to get past her in a busy mall in any case, but now she was demanding so much more room, because of her bags being out to the side, instead of holding them to her front.

Now again, hate on me if you like, but I'm looking at this thinking, “How rude is that?” We’re in a busy mall, you're taking up a lot of room. All you got to do is bring your bags in a little bit. I was also quite impressed with her upper body strength to be able to hold these bags up in the way that she – All of this is going through my head when something horrible happened. She tripped.

Now because her arms were out left and light of herself, she had no way of blocking this fall. This poor woman went down literally like a sack of spuds. There was no way in the world she could brace her fall. She took it on her chest and the poor woman on the side of her face. I've never heard the sound of someone going down on a concrete floor in a shopping mall like that. Still hurts me now as I'm repeating the story to you. It was horrific.

When you fall, remember how it feels like it's in slow motion, I could see her going and the guys in front of me could see her going and I let go of my wife's hand and all three of us run to grab her, like it was in slow motion, never stood a hope in hell. She went down and we got to her quick. Now as she landed, all of her bags went all over the place. This poor woman, we were like, “Are you okay?” Now the two guys were looking after her, I started grabbing her bags. As I turned around, that sat her up, her legs were splayed, it was very unelegant. The poor lady had just fallen over.

She's shocked. Her legs are splayed, her dress is all over the place. I grabbed her bags and started sticking them between her knees, so that she had her bags with her, all right? She was obviously dazed. As this was all happening, she suddenly started coming through. All of her bags are between her legs now and the guys are talking her. All of a sudden, she starts moving her head left and right really quickly, looking around the room.

Now I didn't know if she was looking for something, or she'd lost something. I was concerned she was going to hurt her neck the way she was moving her head so fast. I said to her, “Hey, hey. Your bags are here. Don't worry. Is there anything that's not here? Did you drop a purse or a phone or anything like that?” She looked at me and she said, “No, no, no. I just want to make sure no one was filming it.”

Now the point is this poor woman, now the mall paramedics or whatever they are run over, we were asked to leave her alone. They started paying attention to her. They'd actually laid her down on a stretcher. There's no hope in hell the following day that girl wasn't hurt and bruised. She went down on her chest and on the side of – I pray it was nothing worse than that.

In that moment of pain, the only thing that she could care about was no one else saw her fall. Now the fact is Richard Branson, Elon Musk, Steve Jobs, Bill Gates, anyone, Warren Buffett, think about anyone, Henry Ford, anyone that is where they are now, do not care about you seeing them fail. They have no care whatsoever, because they are focusing on what those lessons can teach them to make whatever they're doing better.

An example is Elon Musk. If you remember a little while ago, do you remember he was trying to find a way of saving money on sending rockets up into space by reusing the fuel cells? Do you remember that? They would come down and land on that floating platform in the ocean. Do you remember seeing that?

[0:14:29.1] MB: Oh, yeah.

[0:14:30.4] SS: Yeah, and what would happen? They would land and they would shake a little bit, they would topple over and then they would explode into this Hollywood explosion from this platform. We saw that quite a few times, didn't we?

[0:14:43.8] MB: Oh, yeah.

[0:14:44.3] SS: Now when was the last time you saw those fuel cells land on a platform? When was the last time?

[0:14:50.5] MB: A couple years ago maybe.

[0:14:52.3] SS: Do you know why?

[0:14:53.6] MB: Because they started landing.

[0:14:55.0] SS: Bingo. We don't care when things go right. We care when they go wrong. Do you remember when Elon Musk did the unveiling of his cyber truck? The following morning, what was the press regarding in that cyber truck unveil? What was their key headline of when he unveiled that cyber truck?

[0:15:12.1] MB: I don't remember specifically, but was it something about the truck, like the shape of their being ugly and crazy? I forget what people's response was, honestly.

[0:15:21.0] SS: It was the glass. He actually said that he had invented this glass can withstand debris and could even withstand a rock and he had someone throw a rock at one of the glasses or one of the panels of glass on the truck and it shattered. Now the following day, forget the fact that he had unveiled this truck that never seen – we'd never seen anything like it ever. Like it or loathe it, we'd never seen a truck with that technology before ever and the headlines were that Elon showed up, because his glass didn't withstand a rock.

People yearn to laugh at people. People yearn to grab people down. It's the crab mentality. You could test this. If you get your friends together and you go, “Hey, I'm going to do this. I've decided I'm going to start a podcast. I've decided that I'm going to start a t-shirt company. I'm going to make my plumbing company the most respected plumbing company in the planet.” You're going to get a bunch of responses and I hope you don't get the last one of these, but you're going to get people going, “Go for it.” Or people are saying, “Well, how are you going to do that?” Now that's not negative. That's them challenging your commitment and I love being challenged.

I’ll phone up people going, “Hey, I'm going to do this.” I go, “Okay. How are you going to start? What are you doing about this?” They’re challenging me and now refining my commitment and my thought process, because people can think of things that maybe you're too close to see. Every now and then, you'll get one of them that will, “Oh, you can't do that.” That person that sits in the corner in their arm chair and mocks you for trying. They do not want you to succeed, because it will show. It will demonstrate that they can't.

Now the downside is the world is made up with way more of those people than there are challenges and people that will push and support you. Those are the people that will video people fallen over, laugh when Elon Musk does something that doesn't quite work. Do you think there's any hope in hell whatsoever that his glass on that truck now can withstand a stone?

[0:17:31.2] MB: Oh, it definitely can. There's no doubt.

[0:17:33.7] SS: There's no doubt. How do we know there's no doubt? Because he would have seen how is shattered and he will repair that. If you don't mind, I'd like to give you a little story I did in Texas. Is it all right if I –

[0:17:45.5] MB: Yeah, please tell it.

[0:17:46.8] SS: All right. Anyone that follows me knows that I'm a great motorcycle lover. Two-wheel forever. I turn up everywhere in the bikes. If you ever looking at you seeing me on Instagram or Facebook leaning up against a yellow Lamborghini or something like that, no. I'm two-wheel until the day I die. We go to the Moto GP in Austin Texas. Because I'm the character that always wants to find out how I can get the most out of something, I made sure I had every badge and credential possible to get into every place that basically I shouldn't have been.

I'm wandering around all these garages and the pits and with all the teams and I'm with this race team and I'm chatting away to him. This guy gets on the floor, he takes the plastic off the side of the bike, which is called the fairing. Now it's just the engine revealed. He's got this funny little greenish tinge torch that looks like an LED strip light and he's got what looked like a little tiny little baby hammer. He's laid on his side and he's moving this light around the bottom of the engine and tapping the engine, almost like he's tuning it like a piano.

I left the people I was dealing with and I lay down on the opposite side of the bike. I'm now face-to-face with the guy and I just said to him, “What you're doing?” He looked at me like some rich asshole that talked his way into getting credentials. He didn’t want to put up with me. He didn't care and he's like, “Oh, just doing stuff.” I'm like, “Ah. What's the hammer for?” “Oh, to hit the engine.” Again, he did not want to have a conversation with me. I kept peppering him.

We joked and I'm 53-years-old and we joked that I'm a 53-year-old five-year-old. I want to know and I'll ask every question necessary until I know anything. I'm like, “What you doing there? What's that for? How's that working? Why are you doing this?” I'm peppering him with these questions. I'm shocked, he didn't hit me with the hammer. He actually stopped and glared at me. The guy, you could see quite simply, the guy would have been very happy if he could have just stood on me. He looked at me and he said, “I'm trying to find where it fails, because only then can I repair it and make it go faster.” That was it and then he went back.

At that time, him obviously grounding him, he got the pit manager to come over and “Oh, Steve. let's show you.” Basically hustling me out of there. It made me realize, this is a team, like any race team that spends millions of dollars per race and this guy was paid to find failure, to discover breaks, to discover issues so that he could repair it. Then this actually, I went on, I watched the race. The team didn't win. They came about fifth, but they didn't win. This was burning in my head.

Afterwards, I actually went down to him. Now as I'm walking towards him, they've all packed up now, they're all ready to go home. As I'm walking up, you could see the guys going, “Oh, God. It’s this dick, the later.” I went up to him and I said, “You know, you said something so powerful to me. You were looking for failure. People try to avoid it, you were looking for it.” I told him who I am and what I did and I said, “I'm going to share you a story. I don't give a shit what you think, or even asking your permission, but I'm going to share that with my people, because it's how we fail and how we react to it is going to get us the best both.”

He actually started warming up and we got chat and everything and he said that literally, this was his job. If he could find a crack in a crankcase, then he'll be able to see where the stress was being created and lighting it, correct it, align, whatever, but they couldn't get any better until they found out where they failed.

Now if a race team is paying a man to fly around the world, looking and rejoicing, this was the key thing, they actually rejoiced and got together when he found something that wasn't perfect. Now of course, when you prepare that it puts stress on another part of the engine, so it continues, it continues, it continues. These people rejoiced when he found something that wasn't synced perfectly. Why do we therefore run away from it in our day-to-day business? Makes no sense to me.

[0:22:08.3] MB: That lesson, that story is fantastic. There's a couple lessons that come out of it, but that lesson that high-performance people, really people who are competing at the level of world championships, they dedicate a huge amount of their resources to figuring out every single weak point, every single failure. Whereas, most people do the exact opposite. They bury their head in their sand and they try to do everything they can to avoid figuring out where they're weak and where they failed.

[0:22:37.0] SS: I went up to Silicon Valley. I took a group of people. I run events called Speakeasies and I get people in weird places. I took them up to Microsoft, the Facebook campus and Google. On the first today I turned up at Microsoft, just outside of FEMA and we're walking around this very beautiful office building and everything's cool and colored and the wall was funny enough, were angled. They weren't perfectly straight, because they didn't want straight edges. They didn't want it to look like a corridor. Every now and then it would look a wave, or that angling in and out, or there'd be things halfway, like racks of magazines, or flowers coming out. It was very colorful, but very well-designed office space.

Then we went on to one of the floors. In the middle of the room was almost like someone had knocked up a shed. It wasn't painted on the outside and it was called shed, okay. On each floor, they had a shed. The door, you opened up the door, it wasn't painted, it almost looked rusty. You walked in, there was a concrete on the floor, no carpet, mismatched chairs and desks of all different shapes, but inside this room had some of their most advanced technology. We were not allowed to take photographs inside this shed.

They had 3D printers, they had laser-engraving, they had a ton of stuff in there. The funny thing was it was on shelves. It wasn't in a protective wrap or in a beautifully designed out cabinetry system. It was on this metal shelf. They said to me and they said, “This is the shed.” He said, “Every floor’s got a shed. You come in. When you come in, you have to get a key code.” As shitty as it looked, there was a key code to get in there.

When you went in there, it started recording what you were doing. You would be allowed in that shed to fail and to try anything. You didn't have to seek permission, you didn't have to ask what you were doing, you didn't have to submit any proposal. You could try anything. He said that we've got all of this technology outside, but give someone a place and more importantly, a place of permission to try and fail and that's the room that you get the greatest growth.

Now they had millions of dollars’ worth of equipment in there, setup like would be in a shed. He said, “Silicon Valley came from sheds and garages.” Now the funny thing is when we went to Facebook and the Instagram campus, they actually had again, private rooms with a garage door that you literally had to lift up the garage door to get into, the ones inside simulated a garage. They said, because everything great at Silicon Valley started in someone’s garage and this is the place that we urge you to fail as often as possible.

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[0:27:22.5] MB: You shared another really good story and a lesson that comes out of it with the story that auto-mechanic that I want to revisit, because you just touched on it for a second but it's such a critical component of success as well, which is the fact that you came up to that mechanic and you were just grilling him with questions. I think curiosity is so important and I'm the same way, where I'll just relentlessly ask a question, ask series of questions, questions, questions until I really understand what's happening, because – and I have no fear of looking dumb or asking a stupid question, because if you can just figure out what the fundamental pieces are, a lot of times you can really understand pretty much anything if you're willing to ask about it, but it's so easy to fall into the trap of being afraid to ask, or being afraid to look dumb. I thought that was another really good lesson to pull out of that story.

[0:28:11.1] SS: Yeah, it's amazing. The best salespeople in the planet are the kids. They come up to you just before dinnertime and they’ll go, “I want a lollipop.” You go, “You can't have one.” “Well, why can't I?” “It's you dinner coming up soon.” “I know, but I want a lollipop. I'm hungry.” “Yeah, but you're going to want your dinner.” “Well, why? I want a lollipop.” They keep going. Now, usually ends up with parents and I know this, but I do it. In the end you're told, “Be quiet. Go and wait.” You resort to that in the end.

I'm stunned at how many people pretend as though they're intelligent. When you ask them a question and go, “Oh, can you explain that to me?” They can't. They can't explain it, because they actually don't know how to explain it and they don't know the information well enough. Told you before, I will ask as many times as necessary until I know what I need to know.

Now I don't care. I have no fear. I'm going to ask. Now would it be smart and we don't know each other, but would it be smart me asking you about what goes on in a Moto GP garage, or would it be smart of me asking the guy actually doing it? How many people are scared to ask the questions? They will look to their buddy next to them and go, “Did you get that? Can you explain that to me?” Don’t ask him. Ask the person actually teaching. Ask the person that actually does it. That's the person you go to ask.

[0:29:28.4] MB: Yeah, that's a great insight. There's another concept that I really like from the book that is tangential and relates to a lot of the stuff we've been talking about, both from a curiosity standpoint and even looking at the broader lessons that we're sharing about not being afraid to fail. That's the concept that you call ugly works. Tell me a little bit more about that and explain it.

[0:29:50.2] SS: It’s weird. The world got photoshopped overnight. Every advert you would look at, whether it be the TV, or print, posters, digital, Instagram, there wasn't a picture that you could post that you couldn't filter. The sky could be made bluer, the sea could be made greener, the girls and the guys can be made slimmer. There was so many filters that came across that we were actually taken away from what we were actually looking at. We were becoming desensitized.

If you remember the old magazines 10 years ago, you'd [inaudible 0:30:25.0], you'd start to look past them, because everything was perfect. Everything was just amazing. Then if you did your calculations, you realized that the beautiful woman walking down the beach, if you calculated the ratio of how long their legs are to the rest of the body, she actually worked out to be 7 foot, 3 inches. It was just bullshit. Stuffs not right.

Now if you remember, there was a movie that came out. God, I’m trying to think of what the name of the movie. It was a horror movie, but it was shot on cameras, but formulated to look like was shot on a cellphone, because the shaky hand of the cellphone, the bad reaction of a cellphone, we could all relate to. Taking a bad photograph that isn't quite perfect, we can relate to that because that's our normal.

Taking a superstar shot where everything's perfect, where no one else is on the beach, we know it's been photoshopped, but we can never attain that level of perfection. As I always say, perfection, it's a blue unicorn with three testicles. It doesn't exist. With me, I keep things raw. I keep things simple. I keep things impactful, because as a species, humanity, we're not perfect. We spell things wrong. Photographs are not filtered. They should not be. This is it. I was here, it was a great meal, this is it. Don't make sure before you take that picture you get the old light and then make sure that everyone's moved off at the table. Take it as it is. Keep it real.

If you've got a picture and granny's not posed for it and she's looking stupid in the photograph, that's the photograph, because everyone’s granny looks funny in a photograph. They don't know how to take a good photograph, because they've not been raised on the selfie-obsessed society that we are. It's relatable. At the end of the day, this is where it comes down to, relating and connecting. I don't care you're selling insurance. I don't care if you’re having a conversation with someone in the pub. The whole point is to connect easily. There should never be any effort and there can only be an effort when you're trying to be someone you're not. That is what comes over in your marketing. If you're trying to be more articulate than you are, if you're trying to use words.

When I wrote my book, I had a ghostwriter help me. The first ghost writer that we ever had wrote three chapters and we got it e-mailed to us. The publishing house, Simon Schuster said, “Check these chapters over the next three days and send us back with any notes.” Now I actually was traveling, so I didn't have the time to read the book. I sent it to my wife and I said, “Claire, can you read this and let me know if it sounds like it's me?” She came back and she said, “I've read all three chapters and I'm telling you, you couldn't spell half of the words in these chapters. Let alone even try and say them. This is not you. This is someone trying to make you sound smart.”

Now I didn't take that rudely, because it's got to be you. I've got to be so transparent that I am impossible to misunderstand. This person was trying to make me sound like someone I wasn't. We went back to the publishing house and we went, “This isn't me. I would never say these words.” In a heartbeat, they turned around and said, “That's fine. We need someone who gets you and speaks as you and can relate to you.”

Now the next person that came on used shorter words, understood that she couldn't put anything in there that it wouldn't normally and naturally come out of my mouth. You've really got to be very impactful. Don't try to fluff. Don't try to be someone you're not. Don't overcomplicate. Keep it real. Keep it relatable and keep it impactful.

[0:34:13.3] MB: There's an undercurrent of self-acceptance in a lot of these strategies too, that it's okay to be imperfect. It's okay to embarrass. It's okay to violate the social norms that we’re so terrified of violating, when really often violating them, not only doesn't have really any meaningful negative consequences, but it actually might open up a door, or an opportunity, or a connection that you never would have even imagined that you could have created.

[0:34:40.8] SS: That goes back to that fear thing again. No one that did anything fantastic did it by following others. Everyone that we brought up earlier, the Elon Musks, the Bill Gates, the Steve Jobs, the Mark Zuckerbergs, none of those people had someone to follow. Every single one of them said, “I'm going to do something different.”

You see here today, in the fast-paced world wherein, you are either a disrupter, or you're disrupted. You don't have the chance of an even keel. You don't have the chance to go Switzerland and go neutral and go, “I'm not going to be either.” You are either the cause or you're the effect. That's the only game that’s out there at the moment. You don't get a choice of whether or not to play, you only get a choice as to what team you're going to play for. I am stunned still why we are so discouraged in trying something different when we revere and rejoice everyone that does.

[0:35:36.3] MB: How do people start to step into doing things differently, doing things in an uglier way, an imperfect way? How do you start to get past that fear?

[0:35:46.7] SS: Well, there’s two things, that if you want to get ugly, that's easy. Stop thinking, just do. If you want to post something, don't spellcheck it, just post it. You'll get a lot of people going, “Oh, that's not grammatically correct.” Who cares? It’s what I said, okay. It's what I mean. You got the point. Stop overthinking who you are, because you're trying to be someone that they want to do business with, that they envisage – this is a calculation that's tougher than the bloody Da Vinci code. Be you. That's the first thing.

Here's the other thing you'll find out and I call it ROE in my coaching clients. I focus on an ROE, the return on effort, or the return on energy. Don't spend any of your effort or energy being someone you're not. Focus all of your energy and effort on being the solution to someone's problem and then finding that problem. You see, when you've got a headache at 2:00 in the morning and you get out of bed, do you have any care whatsoever of the packaging on your headache tablet, or do you just care that it does the job?

[0:36:47.1] MB: Definitely want it to do the job.

[0:36:49.1] SS: Bingo. Stop worrying about your packaging. There's all this talk about, oh, brand identity and you've got to establish a brand. No. Solve a problem and allow your tribe to create your brand and your brand should be your credibility metrics, okay. They should be out there going, “Oh, Steve does it. Tom does it. Brad does this.” That's your branding, that's your marketing. Get the people that you solve to be your marketing and you funnel. The first statement you said on there was how do people focus on not worrying and not getting frightened? For one, remove the effort. Secondly, get uncomfortable.

If I said to you, “Hey, this afternoon at 4:00, take all your clothes off and walk down the street.” No one would do that, okay. It doesn't matter who you are. You could be working out for the entirety of your life, you would not do it because it would be very uncomfortable, because people would stare at you, because you were being different.

Now I'm not advising that you want to walk down the high street this afternoon naked, but I am advising you to reveal who you are and be proud of it and don't apologize for being you. That is something you should never ever do. You will find that some people start to repel. They start to step back and they go, “Oh. He's very opinionated. Oh, he's got this. Oh, I'm not sure I quite relate to that.” Good. This is called filtering.

Entrepreneurs are comfortable about being uncomfortable. Wantrepreneurs spend all their time taking selfies next to cars they don't own. Entrepreneurs are very comfortable with being uncomfortable. They like change. Because they like that change, they like failures, they like mistakes, because that's where their greatest growth comes from. The thing is it scares the other people.

All of a sudden, you become ostracized. That's why your podcast, you, that's why this podcast is so good, because it's giving the Hogwarts crowd, the cool kids, those people that are different, see things different permission and a place to learn and grow and express themselves. You've got to understand, you're going to spend most of your life being uncomfortable. Here's a funny thing. When life throws something at you that you weren't expecting, hey, your environment has always been uncomfortable, this is nothing on you.

When COVID suddenly appeared on my doorstep, huh, my kids are already homeschooled. I already mentor, I already coach, I already speak. All right, so maybe my speaking now has to be virtual for the next couple of months and not on stage. Maybe I need to be focusing more on my videos. Maybe I need to be using Zoom more than everyone did. We just find a way to react to the cards that we've been given. The rest of the crowd stood there going, “Give me my stimulus check. Oh, my God. How am I going to survive?” Negativity, negativity, negativity. Then what do they do? They watch TV.

Every morning, you turn the news on at 7:00 in the morning, you get some girl or guy that comes on there and that says, “Hey, good morning.” Then they spend the next three hours telling you why it's not. You're happy about this, because you're already negative and they've just given you another reason to be negative and then you can reinforced in the fact that you’re all negative, you're all going to go to hell and the whole day is going to be shit, I might as well just go back to bed. That's not the crowd that we're speaking to today.

Entrepreneurs are comfortable about being uncomfortable. If it bothers you, so it should. I do so many things in my life that make me uncomfortable. Speaking with you, we've never spoken before, it makes me feel slightly on edge. But I know what I'm trying to do is help someone, just one person out there go, “Screw it. I'm going down a different door today. I'm going down a different path. I'm going to try something different.”

I'll turn everyone. Get used to being uncomfortable. It will become your new normal. You will stretch your barrier. I had a client of mine, wanted to have a dinner in Florence to show off to his mother-in-law and father-in-law, because he was engaged. He said, “I want you to show me, Steve, just how powerful I am to my mother-in-law and father-in-law.” Very successful and very affluent and powerful East European gentleman.

I actually took over the Accademia Museum in Florence, set up a table of six at the feet of Michelangelo's David. I took over a museum for a dinner date. Then halfway through it, I actually had Andrea Bocelli coming and serenade them while he's eating his pasta. Now this not only impressed the mother-in-law and father-in-law, blew his socks off. But because I had refused to sell and I constantly got uncomfortable, hey, I could get a great little local venue. Let me get uncomfortable. Let me try and go through the wildest, wackiest thing I could possibly come up with. Let me close down the most famous museum in the world, that houses the most famous statue in the world. Let me try there and then I'll go down.

Too many people, we settle on what we can go for. We settle on what we can achieve. We settle for what is attainable or reachable. When you push a couple of steps up and you fail, which quite often you do, I tried to take over Buckingham Palace. I've tried to take over the White House and I've got declined, but I've ended up in this incredible other place, which is still 20 steps further than I would have got had I just settled for a good local location.

You find that when you start pushing, something strange happens. You start achieving. Then when you start achieving that level, if I go to Paris and I want to take over a museum for dinner party, do you think I'm going to get it? Yes or no. I got it in Florence. The first thing I'm going to do the Paris is go, “Hey, I took over a museum.” That's my new normal. You've got to see where you can raise yourself to and then stay there. That's your new normal. Now let's put a peg in and we'll go up a little higher. Get comfortable with being uncomfortable. It's a great place to live.

[0:42:49.1] MB: To me, that is one of the most important lessons, one of the most fundamental things that changed my life was being willing to be uncomfortable and leaning into discomfort and even actively seeking it out. It really is, there's almost a magic on the other side of not being afraid of being rejected, of making crazy asks and really putting yourself out there. You can't conceive of the things that are on the other side of that fear until you're willing to push through it.

[0:43:18.1] SS: 100%. 100%.

[0:43:20.2] MB: What are some of the strategies that people can implement to start to push into discomfort and to make themselves more uncomfortable?

[0:43:28.3] SS: This is a silly one, but I still do this today. My kids actually love it now. Order an appetizer. Now we're in COVID at the moment, so we can't grab for restaurants. This is what we did. You say to someone, “Hey, do you like, I don't know, pig’s toes for food?” Most people are going to go, “Oh, God. No.” How many people have ever eaten pig's toes? You don't know, okay. You're making a decision based on little to zero education.

Whenever I go anywhere, we have this little game and my kids used to hate it, but now they get to ask permission if they can be the one that orders. We look at the appetizer in a menu and we try to find the weirdest one that we've never had before and we order that, because it's low-risk. It may cost you $8, it may cost you $9. May cost you more, maybe a real specialty appetizer and we order it.

We'll order one of the ones that we do recognize that we commonly like and we'll order something that we've never tasted before off the menu and we'll all try it. Now sometimes, we'll find something we go, “We really like this.” We were in an Indian restaurant about a month ago and we tried this weird thing. Well, I say weird thing. It sounded weird. With cauliflower, but we absolutely loved it. It's now our favorite.

We constantly push our comfort level. How many people go into a restaurant and they order the same three things whenever they go into the restaurant? Why do you just try something that's low liability? If you hate it, now you know what it tastes like, now you educate, now you can stand up and go, “Oh, I don't like that.” “Why not?” “Well, I tried it and I just don't like it.” Oh, okay. Now you're coming from a position of strength, rather than a position of fear.

Doing something as daft as that; reading a book, listening to a podcast, watching a video. I will go onto my radio and I will select a random radio station. I use a radio program called My Tuner Radio. It's on everyone's computer. You can download the app, whatever, and it gives me all of my British radio stations I still like to listen to while I'm here in Los Angeles. Every now and then, I will go in there randomly and pick a radio station from a country I've never listened to that radio, but I’m going to listen to it for an hour. It'll be on in the background while I'm working. Now I did this the other day and I did it with Belgium and I found an EDM music station, okay. Now I'd never heard of this station before. I'd never listened to a radio station in that country before and I didn't know what EDM was.

Now I can tell you based on education now, I absolutely hate EDM from Northern Europe. It was the most grating music. I now know what EDM stands for, electronic dance music. North European EDM is so far from my style of music that there's not even a passport to get to it. I would never have known that had I not endured and educate myself to what the music was.

Just listening to a different radio station, reading a different book, trying a different appetizer. Those tiny little low liability pushes will get you used to trying different things and that's where it comes from. You get uncomfortable by putting yourself into places that you're not normally in, and that can be music, experience, feel, taste, texture, tone, anything. Try something different.

[0:47:01.5] MB: That idea of building the muscle of discomfort in your everyday life in these low-risk situations, it's amazing. Once you build up that tolerance, that ability to get uncomfortable, it translates so well into higher stake situations, whether you're pitching a big meeting, or you're asking your boss for a raise or whatever that situation is, it really is incredible that pushing yourself through these tiny little acts of discomfort.

I love to do rejection therapy. I don't know if you've ever messed with that, but we have the creator of that on the show a couple years ago and it's such a cool concept. The idea is just go out and get rejected every day. It's such a good way to build up that same tolerance and that same willingness to put yourself out there and to be uncomfortable.

[0:47:42.9] SS: Yeah, it's got to be done. I love the way you say that it's a muscle. You're absolutely correct. It's got to be a muscle and it's got to be a habit. I can't think of any better habit for you to can build up during COVID, because you're already bloody uncomfortable. You've already been dealt a pack of cards. You never knew how to play the game. No one ever, ever, ever has gone through this situation before, because it's not been around before.

If it has in the depression, we didn't have Internet. The bottom line of it is this is a unique situation that everyone in the planet has endured and experienced. While we're being uncomfortable, let's learn how to use it. Let's learn how to use that moment.

[0:48:26.3] MB: For somebody who's been listening to this conversation and they want to take one step to concretely implement something that we've talked about today, what would your homework, or your recommendation be for them to start down their journey, whether it’s discomfort, whether it's being unafraid to be imperfect, what would you say is the first action step to start implementing some of these ideas?

[0:48:48.1] SS: What, apart from reading Bluefish and the art of making things happen.

[0:48:52.2] MB: That's right. We’ll have a plug for that in a second.

[0:48:55.4] SS: I was going to say, there's the world shallowest plug. Well, we've already told you about your food, so you can very easy be a foodie.

[0:49:03.7] MB: That could be it. Yeah, that could be it if you want it to be that.

[0:49:05.7] SS: Yeah, it could be your food, it could be a TV station, it could be a documentary, it could be anything that makes you uncomfortable. This is the thing, people think to do great things, you've got to take great steps. Bullshit. If you want to get to the top of Everest, the first thing you've got to do is walk towards it, okay. Stand at the bottom of it, take one step. What you've got to create today is momentum. You've got to do anything. Hang up after this podcast, put the radio station on some country and music genre you never freaking heard of before and keep it on there for 40 minutes.

Go outside and do an exercise that you've never done before. As soon as COVID hit, literally the first week of clampdown, I bought a Peloton Bike. I ride motorcycles. I'd never cycled a bike since I was 12-years-old. I bought a Peloton Bike because I thought to myself, “If I'm going to be stuck at home, it's going to be on my terms and it's going to benefit me.” I started cycling. I've lost weight. I'm healthier, which in turn is going to help me with absolutely everything else in my life.

Now, I've created a habit. Yesterday, I had a lot of back-to-back podcasts, I had a lot of coaching calls. Yesterday was chock-a-block for me. Got about 5:30 in the evening, cocktail time, time to pick up a whiskey. Do you know, instead of picking up the whiskey, I did 30 minutes in the Peloton, because I didn't want to miss out on the habit that I had formed. It's not a big step. I am certainly not going to be doing the Tour de France next week.

The bottom line is you take small steps to make up big distances. Start anything today; exercise, music, food, that just challenges you to what you didn't do yesterday. Then here's the tip, the following day, do it again. Not repeat what you did, but try a different station, try a different piece of food, pick up a different book, listen to a different podcast. Try something that pushes you. Even listening to a podcast with someone you don't agree with. Someone has always said to me, alive or dead, if you could have dinner with someone, who would it be? As fast as a shock, because I've had this in my head since I was a kid, the one person I would want to have dinner with is Hitler. I just want to ask him, “What were you so afraid? What were you so scared?” This would be a very challenging, uncomfortable, scary conversation to have, but I would want to know why. What was going on in your head? What was your thought process?

You wanted to develop a culture of the ultimate German race of blue-eyed blonde headed strapping good-looking men when you were a short, brown-eyed, brown headed guy. There was a disconnect there and I'd like to understand why. Challenge yourself to do something different.

[0:51:56.6] MB: Great piece of advice and such good wisdom. Steve, for listeners who want to learn more about you and find your work online, what is the best place for them to go?

[0:52:05.7] SS: Oh, God. I'm around further than COVID. You can find me everywhere. I'm like a bad rash. Steve D. Sims. You can google me. There's only one M in Sims. I'm at stevedsims.com. I'm on Instagram. I started on Tik-Tok, although I don't dance. Probably the easiest way for you to get some stuff is The Art of Making Things Happen, Bluefishing is the book, or on Entrepreneur’s Advantage with Steve Sims. That's a free Facebook group, where I just go in there and rant about stuff that I'm up to.

[0:52:35.9] MB: Well Steve, thank you so much for coming on the show, for sharing some hilarious stories, some great insights and some really, really important lessons.

[0:52:44.8] SS: I hope it helps someone to start moving.

[0:52:48.3] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.

July 02, 2020 /Lace Gilger
Saud_Juman-02.png

(B) How To Go From Mom’s Basement to 9 Figures with Saud Juman

June 30, 2020 by Lace Gilger in Focus & Productivity

In this episode, we share the story of how our guest went from teetering on the edge of virtual bankruptcy to transforming his company into a high growth startup with a massive exit seemingly overnight with our guest Saud Juman.

Saud Juman is the founder of PolicyMedical Inc., a healthcare software company. Over the following years, Saud grew the company to serve more than 3,000 hospitals and healthcare systems worldwide, growing it to serve millions of patients, clinicians, and community members daily. He is also sharing his business expertise by coaching others with his “Energy For Entrepreneurs” program, to help business leaders fully re-align with their energy to heal and grow their business.

  • Saud did not start his company to make money, he stared it to create a positive impact in the world. 

  • His company, PolicyMedical managed all the non-clinical data in hospitals

  • 17+ year journey

  • Starting out in his mom’s basement it took 9 months to land his first customers. 

  • What enabled them to sell into such big institutions?

    • Good market timing

    • The chutzpah to do it

  • It’s not just about the time - it’s about the journey

  • In the first 11-12 years, the company was a lifestyle company... small clients.. a small handful of employees... Making a bit of money, but not really going anywhere. 

  • Then it became a high growth, high impact company, and blew up over 6-7 years. 

  • From teetering on virtual bankruptcy to becoming a high growth startup with an almost 9 figure exit 

  • What enabled Saud’s business to shift from being a sleepy lifestyle company to being a high growth startup?

    • Focused more on innovation

    • Reconnected to the “why” of the business 

    • “Relaunching the business from scratch"

  • The 4 phases of moving into “Growth Mode"

    • Phase one: Product relaunch/restart. 

      • Mentors. Growth was brought to light by Saud’s mentors. Saud started looking for mentors to push himself. 

      • His mentors told him his product sucked.

      • 18 months - 2 years to rebuild the product.

      • Migrate clients to the new billing model

    • Phase two: Embarking on a “Client Success Journey."

      • Go out and try to sell the business to the market. 

      • Turn clients into FANS. 

      • Put in the processes and people to deliver a consistent experience and turn them into fans.

      • Study the connection point between marketing, sales, and customer success and bundle them up under “Revenue Generation.”

      • Client success needs to be able to upsell

      • Sales needs to be compassionate enough to plug into customers. 

      • Marketing needs to create high-value educational content to serve clients and prospects. 

      • Zendesk, customer portal, creating customer competitions to speak on stage, to host webinars, write white papers. 

      • The “Daily 5” - everyone in Revenue Team gets 5 random clients to call.

        • Call random clients, have a few key talking points. 

          • New Features

          • We are going to a conference

          • Just calling to check-in. 

        • Help move customer to trust the BRAND 

      • Took 18-24 months to implement 

    • Phase three: “Becoming the Wikipedia of our space"

      • The way to sell has fundamentally changed.

      • Sales happens throughs inbound content marketing and producing premium, high value, educational content

      • Building out the entire content process - took another 12-18 months

      • Required hired the right content and marketing team 

      • Creating content - leveraging the employees to generate the content and their knowledge. 

    • Phase four: Integration

      • Integration of sales/marketing/client success teams FULLY 

      • Saud had to learn to function as a CEO, not as an entrepreneur. He was not able to create the most value for the company being an entrepreneur, he needed to be a CEO. 

  • An entrepreneur is not a CEO - Saud had to learn to become a CEO. 

    • Walking across the bridge from entrepreneur to CEO.

    • Running the company with less emotion, more data

    • Trusting and recruiting in an executive team to collaborate with

    • Running the company with the right structure 

  • Funding a company completely off organic growth and bootstrapping. 

    • Instead of focusing on raising capital, he would focus on selling more and building sales. 

  • Building up inbound and content marketing dramatically reduced the sales cycle and increased the win ratio from 20% to 70%. 

  • How do you ensure that your content strategy actually creates value for your clients?

    • Client advisory group.

    • Run ideas by customers.

      • product

      • marketing

      • customers

    • Use your clients with you to create content. Make them a part of the content. 

    • Their content was so high quality that it actually got certified as continuing education. 

    • In his speeches he wouldn’t speak about his software, he would speak as a thought leader in the healthcare industry

  • What are the key things that most entrepreneurs and executives miss?

    • Entrepreneurs fundamentally misunderstand themselves. “I’m not a 9-5er”

    • Entrepreneurs are artists and creative people - the problem is that the canvas that they’re painting on is a business, for that painting to work you need people that are not like you to make the thing happen. 

    • To be a successful entrepreneur you have to journey inside yourself. 

    • Listen to what your inner voice is telling you, and don’t be attached to what comes out. 

  • You need a continual practice of stepping back, self-discovery, and contemplative routines on a daily and weekly basis.

  • The “day cycle” - it doesn’t need to be every day, it needs to be every few days, and it needs to flow organically and naturally. 

  • Specific activities and contemplative routines

    • Gratitude journaling (but didn’t resonate as much with Saud)

    • Freeflow journaling to clear your mind and write whatever comes out, writing a page at a time

    • Meditation - helps you get rid of the voices from the past that are shaping your thinking. 

    • Exercise - super important to Saud 

    • The most powerful form is to slip into a flow state shooting hoops - find a way to plug into flow states and lose track of time, clear your head. 

    • Ask yourself: What did you do when you were 12 that brought you joy and allowed you to lose track of time?

  • The other side that every person has that most people don’t want to admit - the secret side that you don’t want to admit to - your shadow, your darker side. Acknowledging your shadow helps transmute that energy into healthy and productive energy and activity. 

  • Use your natural shadow or dark side, own it, acknowledge it, and don’t let it 

  • Homework: Do something for 1-5 mins a day that has nothing to do with anyone else that allows you to turn inward and hear your own inner voice? 

  • Your inner voice has all the directions, strategy, and strategic plans that you need. 

  • Instead of doing a retreat, find a way to reconnect with your own inner voice. 

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Saud’s Website

  • Saud’s LinkedIn and Twitter

  • PolicyMedical Website

  • PolicyMedical Twitter

Media

  • Medium - “Meditation & Business: Top 5 Practical Tactics for Entrepreneurs” by Saud Juman

  • StartUP Here - “TechTO: From Basement to Bootstrap to Exit | Saud Juman, Healthcare Technology Entrepreneur & Investor” by Alex Norman

  • Crunchbase Profile - Saud Juman

  • The Silicon Review - “Delivering Policy Management Software for Healthcare Providers: PolicyMedical”

  • [Press Release] Markets Business Insider - North York General Hospital Selects PolicyMedical PolicyManager

  • Becker’s Hospital Review - “Getting more work done in 5 hours than others do in 12: Why some CEOs question traditional 'time management'”

  • [Podcast] The Entrepreneur Way - 313: Be You, and Just Know That You Are Enough with Saud Juman Founder and Owner of Policymedical

  • [Podcast] Trends in Medtech - Healthcare Software for the Evolving Policy Niche: Learnings from Saud Juman, Father, Founder and Former CEO of Policy Medical

  • [Podcast] Strength Through the Struggle - Ep. 72 Saud Juman: Finding Strength in Self Discovery

  • [Podcast] Voices in the Dark - The Accidental CEO: Saud Juman’s Journey From Darkness to Light

  • [Podcast] Millionaire Interviews - 160: Building a Software Business from a Canadian Basement – Saud Juman of PolicyMedical

Videos

  • Saud Juman’s YouTube Channel

  • PolicyMedicalInc YouTube Channel

  • TechToronto. Org - From Basement to Bootstrap to Exit | Saud Juman, Healthcare Technology Entrepreneur & Investor

  • Fuckup Nights Toronto - Fuckup Nights Toronto | Saud Juman | August 2018

  • TiEInstituteTO - TiEQuest2012 Mentoring Workshop - Saud Juman

  • MedTech Trends - Healthcare Software for the Evolving Policy Niche, with Saud Juman, Former CEO of Policy Medical

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:12.1] MB: Hey, it’s Matt. I’m here in the studio with Austin. We’re excited to bring you another business episode of the Science of Success. We just launched Season 2 of our business episodes. If you want to learn more about what these are and why we're doing them, be sure to check out the Season 2 teaser that we recently released. With that, Austin, tell us a little bit about how these episodes are different than our traditional Science of Success episode.

[0:00:36.0] AF: Yeah. It's important to note that you're still going to get all the great contents you've come to know and love from the Science of Success every Thursday. These are bonus episodes with added value, specifically centered around business. We've interviewed some true titans of business and multiple industries from multiple walks of life and what we're going to focus on are the habits, routines and mindsets that made them successful titans that they are today.

That said, these are lessons, routines, stories, best practices that anyone can learn from and apply to their life. You don't have to be a business owner. You can be an employee. You can be a student, or you can of course be a business owner. Come check them out. You're going to come away with a ton of valuable takeaways, but we do have a bit of a business focus on these specific business episodes in Season 2.

[0:01:19.3] MB: With that, let's get into the episode.

[0:01:22.9] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we share the story of how our guest went from teetering on the edge of virtual bankruptcy, to transforming his company into a high-growth startup with a massive exit seemingly overnight, with our guest Saud Juman.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we interviewed Carey Lohrenz, the first female F-14 Tomcat fighter pilot. It was an incredible conversation with some great stories and some fantastic lessons.

Now for our interview with Saud.

[0:02:48.2] Saud Juman is the founder of PolicyMedical Inc., a healthcare software company. Over the last few years, Saud grew his company to serve more than 3,000 hospitals and healthcare systems worldwide, growing it to serve millions of patients, clinicians and community members daily. He also shares his business expertise by coaching others with his energy for entrepreneurs program. Saud, welcome to the Science of Success.

[0:03:13.5] SJ: Thank you. Thank you for having me.

[0:03:15.5] MB: Well, we're really excited to have you on the show today. You have such a fascinating journey and there's some amazing lessons that can come out for executives and entrepreneurs that are going to be really valuable.

I’d love to start out with just the beginning of your journey, or actually even before we dig into that, give me a very high-level sense of the business that you built and the trajectory that it took and then I want to dig into some of the pieces from the journey and some of the lessons from that.

[0:03:44.6] SJ: Sure. The business that I built was in the healthcare sector. That's fundamental, because when I started the company, I did not start it to be an entrepreneur. I started it because I wanted to have a really positive impact in the world and I selected healthcare. That manifested itself into a healthcare SaaS B2B company.

The company, what it actually did, the flagship products, it managed all of the non-clinical data within the hospital setting. Our primary clients were hospitals and chains of hospitals and health systems across the United States. That journey for me, it was 17 and a half years.

[0:04:24.9] MB: That's amazing. You started the company and I know you've since exited it. You built it up over 17 and a half years. Give me a sense at the time of exit, how many employees did the company have? How many customers were you serving, that thing?

[0:04:39.1] SJ: Yeah. What was cool about that company is the employee count. We kept it pretty low for a company our size. We were at approximately 37 full-time employees. We had a series of contractors all over the place, but we were mainly a product company. What allowed us to keep the headcount pretty low as we scaled were some technological decisions we made when it came to customer service and client success. When I sold the company, or when we sold a company, we had approximately 3,000 hospitals across the United States that were using our applications.

[0:05:16.1] MB: That's incredible that you were able to scale such a large organization with essentially, 40 employees.

[0:05:23.8] SJ: Yeah. Yeah. I mean, my mindset has always been pretty traditional and old-school when it comes to business. I never understood why needless headcount in some cases, not all cases. In some cases, was a badge of honor among CEOs and entrepreneurs. I always thought the least amount of people you have, the better.

[0:05:41.1] MB: Yeah, that's a great perspective and I’m sure that in many ways informed why the company was so successful. I’d love to zoom all the way back now to the beginnings of the company. You started it in a basement, essentially. Is that correct?

[0:05:57.2] SJ: Yup. My mom's basement in a suburb of Toronto. Not the fanciest part of Toronto. It's known as a Scarborough. It's one of the I guess, the underprivileged areas of Toronto, but that's where it started and that was before, if anybody's familiar with the Toronto tech scene, which we have a pretty burgeoning and vibrant tech scene now. This was before any of that even materialized.

[0:06:21.6] MB: I want to hit on one or two of the really big moments in the growth of the company. You started out in your mom's basement. Then how long did it take you to acquire your first customer?

[0:06:34.4] SJ: We acquired our first customer within the first nine months. When we started the company, and I say we, it was my co-founder who I subsequently bought out years later. My co-founder, Josh and I, when we started the company, we left another company, because we came up with the idea there, went to my mom's basement. He was in charge of coding, programming, the engineering work, I was in charge of trying to find customers and selling.

As soon as we got something that was demo-ready, we could demo it. We just couldn't ship it yet. I started to demo and sell it. Within the first nine months, we picked up our first two clients. Our first client was in upstate New York. The reason upstate New York is because we needed to find clients that we could physically drive to. Because back then, there was no cloud, there was no Amazon Web Services, any of that. You sold software, you had to physically go, in our case, to the hospital. Go to their air-conditioned server room with a bunch of CDs, install the application, train them and then drive home.

We didn't have enough money to even fly anywhere and get reimbursed and fly back. That worked really well for our first customer. Our second customer, it didn't work so well, because they were in Nashville, Tennessee. We drove from Toronto to Nashville, slept in the minivan, installed it and then drove right back to Toronto.

[0:08:02.6] MB: That's amazing. Nashville getting a little bit of love.

[0:08:05.1] SJ: Yup.

[0:08:05.9] MB: Obviously, Nashville is a big healthcare city, so that makes total sense. I’m curious, what enabled you to really land – I mean, I know hospitals are huge institutions that are quite difficult to sell into with a two-person team, some scrappy founders in a basement, what enabled you to build the credibility, or the rapport to actually close a sale and get customers onboard in the early days?

[0:08:31.1] SJ: It was a bit of naivety. We didn't know that we weren't on paper, supposed to be selling to large US hospitals from my mother's basement in Canada. We just figured that why not? If somebody's going to do it, why not us? Our original plan was actually selling to Canadian hospitals in Toronto, but that didn't work. We figured that out within the first month of trying to sell to Canadian hospitals that it just wasn't going to work, because healthcare is so different here.

It was a bit of ignorance just going for it. Also, I think timing had a lot to do with it. Because at the time we started the company, a lot of key underpinnings within the US healthcare system around regulatory, compliance and accreditation in healthcare in the United States was being solidified, if you will. Hospitals were actively looking for our type of niche product around that time. I also think it was good timing at that.

[0:09:32.5] MB: Interesting. Yeah, that makes total sense. There are so many success stories, where it's just – not knowing that you can't do it is such a key ingredient, some instances of actually doing it.

[0:09:44.4] SJ: Yeah. I mean, if you look at – If you study history and you see and I’m by no means anybody that invented the lightbulb or anything like that. If you look at these amazing inventions throughout history, you'll always see the main inventor that gets all the credit. If you keep on studying and digging, you'll see this second or third person somewhere else randomly in the world that was also coming up with a similar invention at the same time.

I believe that that's also something that exists. If I look back within our little sector, when I started this company in Toronto and to the other competitors that I ended up having later on, I recently realized that they started around the same time as well, because we've all exited our companies. I’ve actually reached out to the rest of them now that we've all moved on and I’ve just had conversations with them to say, “Hey, so when did you start? Why did you start? How did you start that?”

We didn't know each other. I didn't know one guy that was in Idaho. I didn't know the other guy that was in Indiana, but we all started within a year or so of each other, because I think the market was changing, the climate was changing and we were bubbling up with similar ideas independently.

[0:11:02.1] MB: So fascinating. Yeah, the stat about inventors is really interesting and I’ve heard that anecdote before. I’m curious, coming back to looking at the journey, I love that as you said, it was a 17-year journey, because you hear these stories, you hear about people exiting businesses for huge multiples and you think that it's always a quick journey. It's always overnight success and the unicorn in 18 months type of thing. I love the fact that it took a long time to really get traction, to hit scale and to get to the end result that you ultimately achieved.

[0:11:40.5] SJ: Yeah, it's not just the length. It's not just a long time. It's also what the journey develops inside of you as well. Because if you look at our journey at PolicyMedical, there were two chapters, if you will, and they're not equally divided in time. For the first 11, 12 years, the company was really a lifestyle company. It was a small number of clients. It was just a small handful of people. Somewhere in that time, my co-founder had left. I had the company all to myself and it was a lifestyle company in the sense that it was making some money enough for the few employees and myself, but it wasn't really going anywhere.

Then there's the second chapter, where it became this high-growth, high-impact company, where we were able to get the impact that we wanted within healthcare and subsequently, get the value we wanted out of it.

[0:12:38.7] MB: That's so interesting. I really want to dig into that in a number of ways. Let's start with your own mindset, your own internal orientation to the business. What changed after that 11 or 12-year mark that led you to wanting to put the business into growth mode, if that makes sense?

[0:12:55.6] SJ: Yeah. No, that totally makes sense. I had to do a bit of soul-searching. After my business partner had moved on and I had bought him out, it was just myself. After about a year or two, it just wasn't fun anymore. That was one thing. I started to dig and ask myself why it isn't fun anymore. I saw that we did not innovate the product at all for several years, so that was one reason. The other thing is I got disconnected to the why behind the business. I had a very clear why when I started the business, which was to impact people's health and make a positive impact.

After the 11 years or so, it became transactional, trying to find new hospitals, doing demos, but I disconnected from the why. I had to ask myself at that point, do I still want to do this? Because right around that point, I mean, it was not a healthy company. The company was teetering on virtual bankruptcy, if you will, at that particular point. When I went back inside myself and realized that, “Yeah, you know what? I still really want to do this business. It's still a calling. I still want to have this impact in the world and try to make it through this business.” That was the internal reconnection point of saying, “Okay. Let me relaunch, let me restart the business from scratch.”

[0:14:18.9] MB: What did that relaunching look like?

[0:14:22.1] SJ: It was a six-year process. In retrospect, it was about four different phases. The first phase was brought to me, brought to light by my mentors. Right around that first phase, that's when I actively started looking for mentorship and mentors. I have a very specific mentorship formula that I followed that actually worked for me. I can't believe that so many entrepreneurs don't have mentors and I can't believe that I did not have mentor, or mentors until that 11-year mark.

My mentors actually called me out in it and pretty much said, “Your product sucks. Your product is crap. That's all you do? This is all the product does?” Because it had become antiquated and they really started challenging me on that. The first phase was an entire product relaunch, or restart. I thought I was just refactoring the code and patching up the product and releasing a new version, but it wasn't that at all. It was rebuilding the whole thing from scratch.

Not only that, but we also once the product was done, which took about eight 18 months to almost two years to rebuild, we actually had to migrate all of our clients to the new product, but there's a business component to migration as well that usually puts a lot of businesses out of business, which is you have to migrate the contracts as well.

We were essentially going to our clients, our existing clients to say, “Hey, you know what? We've got this cool new version, this cool new product. You're going to benefit from it.” They were excited, but we also said, “Oh, by the way. We're going to need to charge you more money per year than we were charging you.” Because one of the things that had hurt the company along the way was we were on a very old software pricing model, which was outdated, which essentially led to a very small amount of recurring revenue. We were migrating people to this higher revenue tier, if you will. I can go into the other things. Unless, you have some other questions about that phase.

[0:16:19.7] MB: No, that was great. I mean, this to me is such an interesting topic, the inflection point between average company, lifestyle business and high-growth, high-impact startup. I really want to break down the whole journey. Phase one, learn from your mentors, reinvent the product, that's 18-month to two years. What happens in phase two?

[0:16:41.7] SJ: Phase two, we're now not only migrating existing clients, we’re going out to try to sell the new product essentially to the market. The new clients are asking us for references, because healthcare is very collegial. They essentially only buy when they know that their colleagues are actually buying as well.

We had no references at all. We only have three references out of all the clients. At that point, we had several hundred clients. The next phase was really embarking on a client success journey, which was turning our clients into fans. That took another 18 months or so. That was not just a thing that we said. Michael was actually to put in the processes, put in the systems, hire the people, so we can deliver a consistent experience to our clients that made them fans.

[0:17:45.7] MB: Tell me a little bit more about that.

[0:17:47.6] SJ: That one was really, really tough. I mean, because we didn't have all of the staff we needed. I essentially had to study how our customer service team was functioning at that particular point to see where the gaps were. I also realized that I had to study the connection points with marketing and sales, because marketing and sales and customer service, they were so divided in all these different silos.

Then I came up with this framework that I wanted all three of those teams, sales, marketing and customer service which has now become client success in most companies, I wanted them to become a revenue generation team, where they each had their own functions, but they had our deep respect and understanding of what each of the other teams did, so they can work together.

For example, my client success people that are taking care of customers, they needed to be sales savvy enough to look for upsell opportunities. The sales people that were selling to new customers, they needed to be compassionate enough to stay plugged into the customers that they were selling to and not abandon them after the sale. Then the marketing people, they needed to essentially create really high value educational content that would be able to serve both the clients and the new prospects.

It was this trifecta of all of these teams working cohesively together. That involved putting in systems, like a Zendesk, building out a customer portal, creating cool competitions where customers started to compete and towards the ending of the company, the last few years, we had customers competing to see who would come on stage with us to speak at conferences, who would host webinars for us, who would win a contest so they would have the privilege to write a white paper for us?

A lot of this came about, because I studied client success and I studied how to build it out. We even put in our own little processes that had nothing to do with technology as well. We had something called the daily 5, where everyone in sales marketing client and client success, every day that we’d get this these randomized 5 clients and their phone numbers to call. They would be given two to three talking points when they made those calls. Essentially, a call with would go according to something like this, they would call and even if they got a voice-mail they'd say, “Hey, this is Saud calling from PolicyMedical in this case. I wanted to reach out to let you know about this new feature, to let you know that we're going to be at this conference next month, if you're going to be there. I’m just calling to check in to see how things are going.” Essentially, the reason we did the daily 5 was to move the customers from trusting just me and a few other people, to trusting the brand overall.

[0:20:36.7] MB: Saud, this stuff is genius. You just put on just in the three or four strategies, or suggestions you just shared, you just put on a masterclass in how to build value, especially as a software company, but really anybody who wants to improve customer success. I mean, the daily 5 is incredible. The idea of having customers compete for speaking opportunities and white papers and so forth, really, really fascinating.

[0:21:01.2] SJ: Oh, thank you. Thank you.

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[0:22:48.2] MB: Before we jump in, how long was the client success remapping process? How long did that take to really get that implemented in the culture and the process of the company?

[0:22:57.2] SJ: About 18 months. I mean, there were things that took a long time. We realized that our high-end platinum customers and in that whole process, we also grouped customers. We never had them grouped before. We had platinum, gold and silver. For each tier, we would have different criteria that would drop somebody into that tier. It wasn't just revenue.

For each tier, we would also have the ways that we would be communicating with them on a weekly, a monthly, or an annual basis. For example, the lower tier, the silver customers, they probably did not want to see our faces every quarter. They probably just wanted a touch-base webinar or phone call. The platinum customers, they probably wanted to see our faces physically twice a year. We came up with all of all of those things.

[0:23:46.7] MB: Very interesting. All right, so let's dig into phase three.

[0:23:51.1] SJ: Phase three was we called it becoming the Wikipedia of our space. That was really me acknowledging that sales, the way to sell and get new revenue for a company had fundamentally changed from when I initially started the company. When I initially started the company. I was a software sales guy originally. I was churning out a 100, a 150 phone calls a day via cold calling and that's how we built a bunch of customers in the early years.

I was acknowledging in this third phase that we’re discussing now, that sales doesn't really happen like that anymore. That it happens through inbound content marketing. By essentially producing really premium, high-value educational content. My goal was to become the Wikipedia of our space, whereas our clients would be able to go to our website. Even my competitor’s clients should be able to go to our website to get amazing value and educational content.

It was building out the entire process and that was really, really difficult to do. That took us about another 18 months or so, maybe less, probably like 12 months to actually execute that and that required me hiring the right team, because we did not have a very large marketing team at that point and also creating sources. That was the process of essentially using the employees of the company to generate the content, or the ideas for the content and building a system around that.

Every month, the company would be churning out really high-value content that could be leveraged in the sales process, that could be leveraged in the client success process and even as elevating the brand as a thought leader within the space.

[0:25:38.9] MB: That's so interesting and makes total sense about positioning yourself as a thought leader and a content expert. I want to dig into now, tell me a little bit about the fourth phase of your growth.

[0:25:50.2] SJ: The fourth phase of our growth had two components to it. One was the integration of the sales marketing and client success teams fully. There was still a little bit of work to integrate those teams together. The second part of this final phase had to do with me. I realized that I was still functioning as an entrepreneur and I realized that I was not going to be able to extract the value out of the company, or generate the value for the company, if you will, if I was still operating as an entrepreneur.

I realized that the company was growing up. It went from a child to a teenager. Then by that point, it was a young adult. I realized that it needed a CEO. I had to very rapidly acknowledge that an entrepreneur is not a CEO and I needed to grow into a CEO really fast. I imagine in my mind, I always had this image of me standing on one side of a bridge as an entrepreneur and then the other side of the bridge is the CEO role and I needed to walk across that bridge pretty rapidly to become the CEO. That was a big part of that phase.

Some of the examples of me growing up and running the company as a CEO was really running the company with much less emotion, running the company with more data, trusting and recruiting in an executive team that we would really collaborate together with and running the company with the right corporate governance and structure that a corporation needed.

[0:27:34.4] MB: That's so interesting. I want to unpack the journey to CEO a little bit more, but before we dig into that, I want to come back to these phases of growth. While you were pursuing that journey, were you bootstrapping the company this entire time? Did you raise capital to help build out these teams and integrate these functions? What enabled you to really execute on each of those different phases?

[0:28:03.1] SJ: It was completely bootstrapped. We didn't raise any funds. It was very, very stressful. Because everything was funded off of organic growth. We could only do things once we had the money to do it.

[0:28:19.7] MB: What was your thought process for bootstrapping, as opposed to bringing in some capital to accelerate some of these transitions?

[0:28:26.8] SJ: Every time I thought about bringing in capital, I would think about the amount of capital I would actually need. In my mind, it didn't seem that much. I thought to myself, “Well, I could go through all the stress of trying to find the capital, or I could just try to sell more.” I think, perhaps that's something that probably didn't make me that popular with some of my employees, but I would put this intense pressure to sell and continue to grow and grow the company at 200% to 300% a year. That was the goal.

Because I was a sales person by nature, I think I just understood that a little bit better. I’m like, “You know what? Okay. Well, all we need is a half a million dollars to fund this amount of growth, to hire these employees. Okay, let's just sell more.”

[0:29:15.8] MB: Did the business have a pretty rapid sales cycle that enabled you to really quickly recapture some of the value from your sales efforts?

[0:29:23.4] SJ: Yeah, I would say so. For B2B sales, selling to healthcare and hospitals I mean, our typical sales cycle was three months. We understood the sales cycle really, really well. Yeah. Now that's the mean average sales cycle. I mean, sometimes it could be a few weeks if it was a really large complex deal with a huge chain of hospitals. I mean, maybe it could span into nine, 10 months. On average, it was it was three months.

[0:29:49.0] MB: That's actually much shorter than I would have anticipated.

[0:29:51.6] SJ: Yeah. Yeah. It is. It is. What shortened the sales cycle considerably was the inbound content marketing effort. When we eventually built up a large repository of educational content and we learned how to use it and leverage it in the sales cycle, that not only brought down the sales cycle quite a bit, but it increased our win ratio. Our win ratio went from 20% to 70%, when we realized that if we were strategically giving the prospect certain pieces of content throughout their exploratory journey, we would have a much, much higher chance of closing those deals above our competitors.

[0:30:31.9] MB: That's so fascinating. That's a massive jump in the win ratio.

[0:30:35.3] SJ: It is. It is.

[0:30:36.7] MB: How did you make sure that your content actually stood out, was actually differentiated and really created value?

[0:30:45.8] SJ: My answer to that is the same from day one, to when we sold the company, which was our clients. We would run everything by our customers, our key customers. For ideas like this, we had a senior customer advisory group, which was really every 60 days, we would have approximately 20 large customers. Our most respected customers, they would hop on a Webex or a Zoom call with us and I would run different ideas by them. Sometimes it was product ideas, sometimes it was premium content ideas, sometimes it was marketing ideas, to see what their thoughts were. They were very, very honest with us.

The other thing that also helped quite a bit was when we started to use our clients with us to create content, because then we had this collegial respect amongst the other clients to respect the content that we're putting out. Some of the content was so useful. We started hosting webinars and we got some of the webinars approved for what they called continuing education credits. Essentially, people would show up, they would view the webinar. Because they would be an attendee at the webinar, they would get credits from their hospital towards their next professional designation. That's how valuable some of the content was. That actually took our webinar attendees up from we used to struggle to get 30 people to show up to a webinar and some of those webinars would have 500, 600 people in on those webinars.

[0:32:14.6] MB: That's incredible. Was this content specifically – I guess, I’m trying to think about the exact way to phrase this, but was the content super targeted around the product and the problems that you were solving, or was it much more generic really expanding out and covering a wide array of things?

[0:32:33.8] SJ: For webinars, it was very specific. However, for written content and specifically for my keynotes when I would go out and speak at the healthcare conferences that my customers would be at, that strategy was something that I remember my board and some board members really being upset about. For example, my speeches, I would never speak about the software. I would not even mention my company name. The purpose of those speeches, it was really for me to speak about something I was noticing within healthcare, which I could identify with within the entrepreneurial world, which was burnout and identity issues; really superimposing your personal identity with your career identity, which I struggled with in the past. My speeches were around that.

What ended up happening indirectly was I would give a keynote, we would have a booth at the same conference. People would come up afterwards and say, “Hey, you never mention the name of the company. What company do you run?” I would verbally just tell them, “It's this company, but the speech isn't about the company.” I would leave, but they would end up going to the booth and sales related things would end up happening from that.

[0:33:48.1] MB: That's so interesting. That really gets into one of the most fascinating things that I find about your journey and what you speak about and write about is this different perspective on being a successful entrepreneur, being a successful CEO. It really in many ways, turns a lot of conventional wisdom on its head. I’d love to hear what your perspective is on what it takes to be a successful entrepreneur and CEO and why that might be different from a lot of people tell you the conventional wisdom is.

[0:34:20.3] SJ: Well, I can tell you some of the things that I believe based on my experience and we can delve in further. One is I think that entrepreneurs fundamentally misunderstand themselves. If we're being honest as entrepreneurs, I think and I hear this a lot at entrepreneur gatherings and conferences, where entrepreneurs say things like, “You know what? I’m not a nine-to-fiver. I can't identify with people that are worker bees that are nine-to-fivers.” There's almost this this indirect message that entrepreneurs are the special breed that only certain special people can be entrepreneurs and everyone else misunderstands us.

I actually think that entrepreneurs misunderstand themselves, because I actually believe that entrepreneurs are artists, they are creatives. They're creative people. When they start out their ventures, they really adopt that creative vibe and energy and lifestyle. The problem with most entrepreneurs is the canvas that they're painting and the painting they're painting on the canvas is a business. For that painting to work, you do need people that are not like you to make the thing happen, which are what we call nine-to-fivers and people that operate on a different rhythm altogether.

I think the key for a lot of entrepreneurs is to acknowledge that they’re creatives, acknowledge that they're artists and acknowledge that they need the space and the right practices to continue to journey inside themselves, because in my belief, it's the journey inside yourself, the continual practice to go inside yourself, to listen to your inner voice that leads to the best ventures.

A lot of entrepreneurs, I think they're too preoccupied in their mind as to what the idea is going to be, what the tactic is going to be, what the strategy is going to be. Based on my experience, I’ve always tried to tunnel inside myself, get really quiet and listen to what my inner voice is telling me. I don't really attach myself to what comes out.

PolicyMedical, the 17 and a half year journey, that was a byproduct of me going inside myself for a period of months before the journey started. What came out was a 17 and a half year tech journey.

[0:36:34.9] MB: When you reached that critical inflection point and switched from a slower lifestyle company to a high-growth business, was that the result of another journey of self-discovery?

[0:36:47.8] SJ: It was challenging. I didn't realize how much I needed a continual practice to continue to go inside, because I made the mistake of having several months, or several years of continual execution. Eventually, I adopted a rhythm and different practices, like meditation and other practices of on a daily and weekly basis going back inside and connecting to my inner voice to make sure that I’m moving along in the right way. That's how I knew it was time to sell the company. That's how I knew that there were specific key clients that we needed to focus on. That's how I knew that certain employees were not a good fit anymore and that's how I knew that certain people that we were interviewing were the ones to take certain parts of the company to the next level. It was that inner voice telling me that.

[0:37:36.4] MB: So interesting, because the research talks about this concept of contemplative routines, things like meditation, things like journaling, stepping back and getting some perspective on what you're doing, how you're spending your time, etc., being such a critical component of people who are really, really successful. It's so interesting to see that that seems to be a really critical component of your journey as well. When you reintegrated that and made it a practice, whether it's daily, weekly, etc., it seems like it really had a tremendous impact on both you personally and the growth of the business.

[0:38:13.7] SJ: It did and I’m thankful for that. However, I realized something in the year and a half since I sold the company. After I sold the company, I went through a long period of not really doing anything formally. I still continued those same practices; journaling, meditation, exercise, hiking, all of those types of practices.

However, what I ended up doing post exit was I did it much more naturally organically. For example, when I had my business and I was journaling, I almost felt I need with rigor, I must journal every single day. It's part of my morning ritual and routine. This is what makes me me, which was I realized in retrospect, that was giving me average returns. When I adopted a much more organic intuitive cycle of doing those practices of essentially doing it when I felt like doing it, it became much more beneficial to me.

[0:39:15.0] MB: Explain that a little bit more.

[0:39:17.0] SJ: I’ve got this – maybe it's not my concept. It probably came from somewhere else, but I guess I’ll – For today, I’ll claim it as my own. I’ve got this concept of a day cycle. I used to feel really guilty if I missed one of my morning best practices, one of my morning routines. I would get really down and be like, “Okay. You know what? Okay. I got to get back on the on the horse here and continue journaling every day then,” because I missed two days.

Now the way I look at it is I probably operate on a 48-hour day, whereas and what I mean by that is I don't have the drive and desire to do practices probably for a few days at a time. It doesn't need to be every day. I give myself permission by thinking of it as I don't operate on a 24-hour day. I operate on a 48-hour day for these particular practices. If I don't feel like doing a certain best practice, that's okay. It's not that I’m lazy. I have to discern between laziness and the not needing to do it at that particular time. It's I’ll do it on another day.

[0:40:23.5] MB: That totally makes sense and that contextualizes what you said earlier about having it be more natural and organic, as opposed to rigid and forced.

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[0:42:12.9] MB: I want to come back to the tools and specific strategies that you used for journeying inside of yourself, for self-discovery. We touched on a few of them, but I want to really understand. Give me a give me some concrete sense of what were the actual activities that you were doing when you were doing some of these contemplative routines.

[0:42:37.2] SJ: Journaling, two types of journaling I would do at times. One was almost a gratitude journal, which did not resonate with me as much. I know the science behind gratitude journaling and all of that, but for me it didn't really resonate. What resonated with me was almost, I think what's called free-flow journaling, where you try to clear your mind, put pen to paper and just write whatever comes out.

I would do a page at a time whenever I did that. Initially, the entries would look like nonsense. Then over time, you would actually see some trends of what might be going on in your subconscious. I felt that very freeing to do. From time to time, that was one practice. The other practice over time and that I continued to do is meditation. Essentially getting really quiet, eyes closed and getting in touch with your inner voice. That was really, really important because it led me to a place of getting rid of all of the other voices from the past and the present that are telling me what to do and those voices are things like your past teachers, your parents, advisors, shareholders, all those types of people. Meditation was critical.

Exercise has always been super-duper important to me. It lifts my mood. I’ve always been athletic and enough throughout my entire life so exercising very rigorously is something that that helped me out quite a bit. Probably the most powerful form of losing track of time and going inside of myself is a very personal thing. At first, I’ll say what it is and it might sound strange. I love to go on my driveway and shoot hoops. I’ll just shoot and shoot and shoot. I literally lose track of time.

Now if anyone's listening to this, I’m not saying that you need to go on your driveway or go to a basketball court and shoot hoops, because that might not be your thing. The reason why that works for me is that's something that I’ve been doing since I was probably in the sixth grade. One tactic for some of the entrepreneurs that I mentor and coach and things that that I always tell them is what did you do when you were 12 years old or in the sixth grade that brought you joy and allowed you to lose track of time?

It's amazing some of the things, some of the people that I’m working with have come up with. Some people, it's randomly riding their bicycle around their neighborhood, other people it's video games. It's so many different activities, but it's that getting lost in time. I find that to be a really powerful form of meditation and going inside yourself.

[0:45:14.8] MB: I think all of those are great suggestions. The term I would use probably to describe, whether it's shooting hoops, getting lost playing video games, whatever it might be would be finding a way to plug into flow states. Because flow states are so powerful and really from a neurological perspective, essentially shut down, or minimize the brain function in the part of the brain that's responsible for self-awareness and you literally lose yourself in the activity that you're doing so it's a really powerful, in some sense, this form of mindfulness.

[0:45:46.3] MB: Yup. Absolutely. If I can mention one other thing that's slightly controversial, but I’ll mention it anyways. It's this other side that I believe every person has that most people don't want to admit. It's that side that might be that secret side to them. I believe every human being has that. I’m not saying it's a side that necessarily succumbs to all of the bad vices out there, but it's a darker side that we all have. I’ve learned that hey, you know what? I’ve got that side to me as well.

When I started to acknowledge that I’ve got that side, those thoughts, those urges, those things that I want to do, I found that transmutation I think is the word, where you take that energy and you transmute it into a more productive activity. I found that to be extremely, extremely helpful in my entrepreneurial journey. I’m not suggesting to take issues, or ideas, or thoughts that you have inside that might be negative and push it down and forget about it. I’m not saying that at all. I’m saying use the natural darker side, the secret side that we all have, instead of trying to get rid of it, own it, acknowledge that it's there, but instead of letting it use you, you use it.

[0:47:16.1] MB: Yeah. That aligns with the classical Jungian concept of the shadow and acknowledging the shadow, figuring out what's going on and integrating it into a whole being as opposed to trying to bury it and hide it and pretend like it doesn't exist.

[0:47:33.7] SJ: Yeah. Yeah.

[0:47:34.8] MB: For somebody who's been listening to this conversation and you may have just shared a number of these strategies, but what would be one thing that you would recommend as an action item, or a piece of homework for our listeners to concretely implement that we've talked about today?

[0:47:50.1] SJ: One thing. I would say what's something that you can do for 1 to 5 minutes a day, now a day based on what you've heard earlier, being a cycle that you accept to be your day. It could be every 24 hours, every 48 hours, every 72 hours, etc. What's something you could do for 1 to 5 minutes a day that has nothing to do with anyone else, that allows you to turn inwards and has you hearing your own inner voice? Because I think that inner voice has all the wisdom, all the ideas, all the direction, all the strategic plans that you need.

The reason I feel so strongly about that is I’m surrounded and I’m within entrepreneur communities, where it seems like the most popular thing that has been going on for the last several years are events like retreats. A lot of my friends are constantly going on retreats and I ask why are you going on these retreats. They may go to Thailand for a retreat. They may go to wherever, for an entrepreneurial retreat for three to four days every quarter or sometimes more. They'll say, “Well, you know what? I’m going to get space. I’m going to get ideas. I’m going to do some inner work.”

I beg to differ, because I think a lot of people that are doing these types of retreats are actually retreating away for themselves. They're running away from their regular life. What I’d suggest for anybody listening to this is how could you create a 1 to 5 minute retreat in your own city, in your own home, in your own office where you live a few times a week?

[0:49:32.1] MB: Such a great suggestion and I love the idea of instead of retreating from yourself, find a way that you can reconnect with yourself.

[0:49:39.7] SJ: Yes. Yeah, great way of putting it.

[0:49:42.4] MB: Saud, where can listeners find more information about you, your work and everything that you're doing now?

[0:49:51.1] SJ: I’ve always operated a bit reclusively in the background, but recently I’ve started to step out of my shell a little bit more. I do have a website now, which is www.saudjuman.io and I’ve recently started sharing some of my thoughts, some of my ideas on LinkedIn and Twitter and some of those other social media channels.

[0:50:12.3] MB: Well, we'll be sure to include all of that in our show notes. Saud, thank you so much for coming on the show and for sharing all this wisdom; some really, really interesting stories about growing your software company and some fascinating insights about really what it takes to be a successful entrepreneur and an executive.

[0:50:32.9] SJ: Thanks so much, Matt. It's been my pleasure. I appreciate it.

[0:50:36.2] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.

June 30, 2020 /Lace Gilger
Focus & Productivity
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How to Be a Fearless Leader with Carey Lohrenz

June 25, 2020 by Lace Gilger in Focus & Productivity

In this interview, we dig into what it takes to be a fearless leader with the first-ever female F-14 Tomcat Fighter Pilot in the U.S. Navy, Carey Lohrenz. We dig into fearless leadership, what it was like being a pioneer in her field, how she came over the many obstacles in her way, and the mindset you need to lead and succeed. 

Carey Lohrenz is a WSJ bestselling author, a CSP designated keynote speaker, teambuilding expert, and was the first female F-14 Tomcat Fighter Pilot in the U.S. Navy. Carey has delivered Keynotes, Leadership Training, and Executive Coaching to both top Fortune 100 businesses, and associations. She is the author of “Fearless Leadership: High-Performance Lessons from the Flight Deck.” Carey has worked at developing senior executives & management teams for companies such as Cisco, AT&T, and State Farm Insurance.

  • How to go from being the first female F-14 Tomcat Fighter Pilot to becoming a bestselling author. 

  • The typical day for an F-14 Tomcat Pilot and the unique challenges of being the first female F-14 Tomcat Pilot.

  • What it's like to fly over the ocean at night when your biggest fear in life is dark open water...

  • Defining Fearless Leadership.

  • What you can learn about leadership as a pilot.

  • Themes of sustainable leaders. 

  • Many people are put into leadership positions but then as time goes on patience wears thin, and their leadership skills begin to decline. 

  • How to prepare for your fears and face them head-on. 

    • People get mad at themselves for being afraid, but fear can often be a good thing. 

    • Many people think being brave or courageous means the absence of fear.

  • The keys to building a great culture for every type of team:

    • Be a great wingman

    • Trust

    • Get help with your blind spots – have open lines of communication built on trust

    • Hold each other accountable

  • How to handle failures and push yourself beyond your capacity.

  • How to assess the outcome of a situation and debrief yourself & your team to strive for continuous improvement:

    • What was supposed to happen?

    • What did happen?

    • Why was it different?

    • What can we learn from this?

    • How do we incorporate this next time?

  • In times of crisis, we need to focus on what we can control. 

  • Anxiety & strong emotions can inevitably creep up in times of stress caused by things we can’t control. 

  • How we can keep our sights on what we can do and what we can control.

  • Carey’s one daily habit or routine you can embrace that’s had a measurable impact on her life.

  • Homework: Take 3-5 minutes and carefully consider and reflect on what you can do right now that is under your span of control. 

    • When you shut down the news and social media what can you focus on, under your control, that will make your world a little bit better and make a difference or innovate? 

    • Name three things!

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This week's episode of The Science of Success is brought to you by Best Fiends.

Best Fiends is a 5-Star rated mobile puzzle game with over 100 million downloads. I’m not someone who is traditionally a mobile game person but I have to say I’m a HUGE fan of this game and it’s a great way to challenge yourself when you’re on the go, waiting in line, or doing some relaxing.

The games developers and team are constantly updating with new themes and levels so the game never gets old or less challenging. This really keeps you on your toes in a fun way as you need to utilize different characters and strategies in order to succeed. What may have gotten you to a certain point in most cases won’t get you to the next.

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To post a healthcare or essential services job for FREE, or if you're in another industry and having hiring needs, visit www.linkedin.com/success and get started today!

Now more than ever, we need people with the right skills to support our communities, especially the frontline workers who provide resources and care for those most in need. 

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Go to www.linkedin.com/success and learn more today!

Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Carey’s Website and Wiki Page

  • Carey’s LinkedIn, Facebook, Instagram, and Twitter

Media

  • Texas CEO Magazine - “In Times of Crisis, Focus on Your Span of Control” by Carey Lohrenz

  • Ceridian - “Carey Lohrenz: Taking flight by leading change” by Carey Lohrenz

  • Medium - “Carey Lohrenz: The Navy’s First Female F-14 Tomcat Fighter Pilot On fearless leadership, challenging adversity and pushing boundaries.” by Danielle Newnham

  • Hotcars - “15 Most Unusual Rules That Fighter Jet Pilots Have To Follow” By Mark Padgett

  • [Podcast] Dose of Leadership - 180 – Carey Lohrenz: First Female F-14 Tomcat Fighter Pilot, Author, Motivational Speaker

  • [Podcast] Blanchard LeaderChat Podcast - Becoming a Fearless Leader with Carey Lohrenz

  • [Podcast] The Learning Leader Show - Episode 192: Carey Lohrenz – The 1st Female F-14 Tomcat Pilot: Fearless Leadership, Top Gun, Courage

  • [Podcast] The Work Place: Leadership, pressure, and performance | with Carey Lohrenz

Videos

  • Carey’s YouTube Channel

    • Carey Lohrenz Inspirational Keynote Speaker Demo

  • EntreLeadership - The Top Lessons Carey Lohrenz Learned From the Flight Deck

  • Key Speakers - Speaker Carey Lohrenz - Full Length Keynote

  • CBS Good Morning - Navy's first female fighter pilot on leadership, overcoming obstacles

Books

  • Fearless Leadership (Second Edition): High-Performance Lessons from the Flight Deck  by Carey Lohrenz

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:12.1] AF: Hello, everyone. Welcome to another episode of the Science of Success; the number one evidence-based growth podcast on the Internet with over five million downloads and listeners in over 100 countries, so you are in great company here today.

My name is Austin Fable and I’m excited to tell you about our interview today with Carey Lohrenz. Carey Lohrenz is not only a Wall Street Journal best-selling author, a designated and highly sought after keynote speaker, but she was also the first female F-14 Tomcat Fighter Pilot in the US Navy. She's the author of Fearless Leadership: High-Performance Lessons from the Flight Deck. 

This was an incredible conversation. Carey is just a phenomenal and fascinating individual to begin with. We dig into a ton of the lessons from her book, how we can ourselves become fearless leaders, but also what the journey was like to becoming the first female F-14 Tomcat fighter pilot in the US Navy, what the training was like for that, some of the mental setbacks and what it's like to really be a pioneer in her field. I know you're going to love it. It was a pleasure speaking to Carey and we're already in discussions to have her back on for a round two.

First before the interview, are you a fan of the show? If so, go to www.successpodcast.com today and sign up for our e-mail list. It's the best place to keep up to date with all of our brand new content, get exclusive content for our e-mail subscribers. When you sign up, we're going to send you our free course called Create Time For What Matters Most.

Now are you on the go, maybe you're at the gym? That's totally fine. Just text the word ‘smarter’, that's S-M-A-R-T-E-R to 44-222 today to get started.

Again, Carey was just an absolutely fascinating interview. I know you're going to get a lot out of it. She was just incredible to talk to. Without further ado, here's my interview with Carey Lohrenz.

[0:02:10.8] AF: Carey, welcome to the Science of Success.

[0:02:13.3] CL: Woo-hoo! Thanks for having me here.

[0:02:15.5] AF: You've got an incredible background. I mean, you've really done it all; from being the first female F-14 Tomcat fighter pilot, to being a best-selling author. To start out, can you just share with the listeners a little bit more about you, your work and your journey thus far?

[0:02:29.9] CL: Oh, gosh. Yeah. I was super fortunate, timing being what it was to be selected as one of the first female F-14 Tomcat fighter pilot. I was lucky to fly on and off of aircraft carriers around the world, day and night. After that, transitioned to both motherhood and being an author, keynote speaker. I coach Fortune 1, Fortune 500 companies and do lots of keynote events for those Fortune 1 and Fortune 500 companies around the world; not only helping them build their own individual leadership skills, but also how to grow and develop high-performing teams.

[0:03:06.6] AF: It's fascinating work and an incredibly fascinating background. I’m really looking forward to digging in today. I’m curious though, did you always know you wanted to be a pilot? I feel like, I’ve got a couple of friends, just a handful who are actually pilots right now in the Air Force and they seem like they were made for it. Was that the case for you, or was there a moment where you decided that you wanted to be a pilot?

[0:03:26.3] CL: I always knew from the beginning that I’d be an aviator. Flying was in my blood. My dad was a Marine Corps C-130 pilot and flew over in Vietnam. I’ve got an older brother who just a year older than me, we grew up playing with all of my dad's flight gear and he had bought this [inaudible 0:03:42.9] over in Japan and we had these bar stools that were, I don't know, some big wood things and we'd always tip them over and put all this flight gear on and pretend like we were in our airplanes with silk maps flying all over the place.

I think we both knew that somehow, we would be involved in aviation. That path is not always clear for really, for anybody. There was a bit more of a challenge for me, because there weren't a lot of female role models at all. At some point in time, I grew up in Wisconsin, and so every year we would go down and we would see – we would go to the EAA Air Show, which is one of the world's biggest air shows, and you see all these old airplanes and new airplanes and these old pilots and all of my dad's friends from the military would come in.

We were fortunate that we would always be able to sit around the edges and they'd start having their scotch, or their whiskey, or whatever and they'd start telling stories and their hands would start flying. It was so fascinating. Yet, even though I knew the wasps had flown in the 40s, nobody ever talked about it. There were really a few role models.

As I went through college and I was thinking about it, I was a rower in college and I’m like, “Well, how can I do this?” I only told a few people about my dream to fly, because when I was in school and I would mention, I’m considering this and I don't just want to be any old pilot. I want to be a naval aviator. People would be like, “Well, why do you want to do that? That's too hard.” It was like, I’d get my little dream stomped on right away, because nobody was familiar with it.

No matter who you are, or what it is you want to do, when you think you want to do something, you will always run into barriers about people telling you, “Why do you want to do this? Or I don't know, you don't seem – that doesn't seem like that might be a good fit for you.” You have to figure out what is that path going to look like, what is it going to take to get there, and then be willing to do the work, regardless of those barriers and obstacles.

It was a bit of a challenging path, but I went to the University of Wisconsin. There are only three ways you can become a naval aviator. You either go to the Naval Academy, earn a flying slot, go through an ROTC program at any college in the US and then get a flying slot out of that, that designation, or you do what I did, where you're a regular college graduate. I went through Aviation Officer Candidate School, which is essentially a 14-week program that takes you on this path from being a regular college graduate, to earning your Officer Commission.

It's 14, 16 weeks of non-stop academics, non-stop extreme physical training and just constant pressure, where they are trying to break you every single day. That's actually, it's cool because historically, it's the place where legends were made at AOCS. Neil Armstrong went through there, Buzz Aldrin, John McCain. A lot of history. It's a very, very intense extraordinary program that has one of the highest washout rates in all of the military training, because it's this extreme combination of drinking from a firehose of academics, physical training, discipline, all of this stuff. Then if you make it through there, then you're on your way to flight school.

[0:07:09.1] AF: Definitely not an easy path. Speaking candidly here, I think it's so incredible to hear, because you talk about these dreams you had as a kid and you never gave up on them and you always pursued them, despite the lack of female role models in the industry you were going for. Now you've really evolved and through your hard work and perseverance, you've really become that role model for people, young women that may have been, or may be just like you were, that have these dreams and they actually have somebody to look up to now that they can relate with.

Why do you think it is that you were one of the first female F-14 pilots? I’m just curious as to why this didn't happen sooner. What were the limitations behind it?

[0:07:49.8] CL: Well, there was a law in place that said women could not fly in combat. When women first started flying in the military in the late 70s, there was this law in place that said women could not fly in combat aircraft. It wasn't until the late 80s, some of those women who started kicking to open that door kept advocating for it and advocating relentlessly, because what we all know is that from a promotion and a leadership perspective, if you don't have combat service in some place checked, that you've checked that box, you are not as promotable as other people, which then puts an artificial choke point on that leadership promotion pipeline, which means you are never going to be represented, you're never going to have all the voices at the table.

There were these women ahead of me who did not have the opportunity, who relentlessly and at great risk to their careers, kept advocating for that to happen. It wasn't until April of 1993 that they completely lifted that combat exclusion ban. Because that happened actually while I was in flight school, I’ve gone through two years of flight school. The whole time I was in flight school, there was a ban on women in combat. But because I had performed well at every stage in flight school, I was able to select the jet pipeline.

You're graded for every single flight, every test that you take. Once you're in primary flight school, only about the top 10% get to choose the jet pipeline. Then them people are assigned propeller airplanes or helicopters. The pipeline keeps narrowing and you keep losing people by attrition every week, essentially, because of grades, or it's not a good fit.

Just about a month before I was scheduled to graduate and earn my wings from flight school was when they lifted this combat exclusion clause. Because of my grades, because of my class standing, I was able to after much ado and this would probably be a different podcast, I was able to put my top choices. Because of my class standing, I was awarded the F-14, which was super exciting. I mean, it was the world's premier fighter jet.

I am very clear on that there were women in the pipeline in the years prior to me that had that rule not then in place, it could have been them. Not only do I stand on the shoulders of those women who went right before me, but I will tell you had it not been for the wasps who flew over 2 million hours in World War II and then were told to, “Pack up your flight gear. We don't need you here. Go home,” that is what gives you, I think an extra percentage, or an extra bit of metal inside of you that you realize you are not here alone, and but for were not them flying in the 40s when they were told, “You're not good enough. You're women. Why are you not here?” But they were actually the ones who affected our capability to win World War II, I wouldn’t never had the opportunity. I want to be super clear on that that it wasn't because, oh, I’m so awesome and look at me, this is fantastic. I stand on the shoulders of the great people who went before me.

[0:11:20.6] AF: Yeah. I think you just put on a masterclass of really what I think is a perfect mindset when it comes to leadership and being humble and making sure that you appreciate those who may have paved some of the paths before you got there. Also, just the fact that you went through this rigorous, physical and mental training the whole time, not knowing if this ban was going to get lifted. Then just so happens a month before graduation, it does. But to be able to stay that physically and mentally dedicated and sharp, knowing that you might not even get your ultimate goal due to some, pardon my language, bullshit ban, but still pushing through, really I think that's how you find opportunity in life as you've had some uncertainty in front of you, which you did not let it affect your work ethic. You still continued to strive to be the best in your class and the universe opened itself up at the right time.

[0:12:10.9] CL: Absolutely. I’m not trying to be self-deprecating in any way, but I’ll tell you what, I showed up at AOCS, there are guys there who were aerospace engineers. There are guys there who ran Foreman at 32nd miles. They were like Greek Adonis's. They were built like brick houses. You look around and you're like, “Oh, my God. I’m never going to run a five-minute mile. I’m not going to be able to do whatever, 200 push-ups in two minutes.”

There are things I can do. What happens is that there are three personal elements that I really would drop anchor on, that I think anybody has the capacity to leverage and that is courage, tenacity and always operating with integrity. Those of us who when you're in the midst of it, when you're drowning, when you are doing – you're literally entering hour number two of doing jumping jacks non-stop, because somebody in your squad did something, maybe they flunked a test, maybe they dropped their rifle during drill, but your drill instructor is furious and you are doing two hours of jumping jacks and people are dropping like flies, if you think if at that point in time your only purpose or dream had been, “I want to fly fighters, or I want to serve my country and be a naval aviator,” that's probably not going to get you through.

You have to be able to have this flexible mindset that you keep this dream and this purpose and this goal deep within your heart, but where you in the present can focus on your span of control. What do I mean by that? You have to be able to understand in the depths of despair, in the depths of overwhelm what you can control, what I call your span of control. That means that instead of thinking, “Oh, this is way too hard. This is BS. This is not what I got my aerospace degree for.” You think, “I can do jumping jacks for 30 seconds. I’m going to do them for the next 30 seconds. I’m going to prove this guy wrong, that I don't care, that he can't beat the dream out of me just because this is hard.”

Because too often, what I think we see now is that people see this vision of success and they think, “I want that,” because as we were talking about offline earlier, it's the yellow Lambo, it's the big house, it's the position, it's the positional authority or their perception of power, but they haven't thought about the work that it's going to take to get there, and/or that it's your ability to focus on what matters and stay in the moment and make it that next five minutes, make it that next 15 minutes, make it to the end of the day and to be able to dig in and do the work when no one's watching you. It's critical and it is a step in the path of success that you cannot skip. If you do skip it, hand over heart I promise you, you're only going to be at the top of that mountain for a very short time.

[0:15:18.2] AF: Yeah, you can't skip the hard work. We had a great conversation before we started recording about all this. I think it reminds me of the world we live in now and you and I had a nice discussion on social media and what that really means for the world, but you hear all about these overnight successes. It gets a pretty common topic of conversation, but there really is no such thing, right?

I mean, you might hear about how this guy just came on the scene and boom, like all of a sudden, millions of downloads and they're everywhere, but you don't see – It reminds me the picture of Jeff Bezos in that small little office with Amazon spray-painted on a piece of cardboard. You don't see that. What you see is the Forbes’ richest man lists.

If you don't have that dedication to the work and like you said truly, believe in your heart and what you're doing, you're not going to get through the work. That's why so many people that post five social media posts and they want to become a CEO and famous, they get frustrated and they quit, because they don't actually – they want the title, they want the Lambo, but they don't have the ability to get down the dirt and do the work it requires.

[0:16:20.3] CL: That's right. It's this misperception of what work actually is, like we were talking yes, I’m on social media and up until the last couple of months, because we're obviously, we're recording during a pandemic, in my job, I was doing up to a 100 keynotes a year. I only share that for context. Because I was on the road and I have four kids. Because I was on the road a lot and as soon as I come home, I’m constantly – I’m on the phone texting my kids. I’m Facetiming, I’m managing all of these things, that's not where I put my effort. My effort is put on what can I do serving my clients to generate value, not worried about, “Oh, have I posted a great picture? How does this look? Ooh, people need to see my super awesome car.” I’m actually in the trenches doing the work.

My question for people when we think about success, it's easy to think it's come easy for other people. At the end of the day, I think everybody needs to determine a couple of things. First, what does success actually look like for you? Not for somebody else, not what you think it should look like, but for you? Then how bad do you want it? I would put that on a square and put that on Instagram, because I’ll give you a quick example.

Again, when I started flight school, I did not have the advantage of having an aerospace engineering degree, or a structural engineering degree or something like that. I was a psychology and social work major. I have been an international business major, but my first semester in college got off to a rough start. I had to make things up a little bit for my next semesters. I’ll give you a quick example. When I was starting flight school, and so you've already gone through AOCS and now you're combining with the people who went to the Naval Academy and were ROTC grads, the first morning of orientation at Naval Air Station Corpus Christi, you walk into the hangar space. It smells like fuel. There are airplanes everywhere. There are all these smart, super fit people and it's exciting and it's intimidating and no different than Top Gun, everyone's looking around at who are the people, who are your competition, who are going to be your new best friends, who is going to make it through, right? Who's got the stuff? Who has the advantages? And I know it's going to be a lot of work.

People are, they're nervous, they're joking around, they're sweaty. In walks a Marine Corps aviator instructor pilot, a captain. He starts with all the niceties. He's his buff, built guy, welcome aboard. This is going to be exciting, yada, yada, yada. Then things took a turn. Because sitting on every desk is this stack of books that's, I don't know, a foot, a foot and a half high. He starts to tell us that, “Hey, look around, because in this stack of books, you are responsible for every word, every list, every procedure and you need to have this memorized soup-to-nuts in the next six weeks. Otherwise, you're going to wash out of the program. If you weren't able to drink from a firehose, this wasn't going to be for you.”

I am telling you, it was crickets in the room and everybody starts looking around. Then he starts to say, “And, what you also need to know is probably in the next few years, or by the time your career in aviation is done, a third of you will not be here. As in would no longer be with us, either through attrition, or by mishaps, by dying.”

I’ll tell you what, there were people in that room who were visibly shaken. In my end of the class, there were actually even a couple of people that that reality, the reality of the workload, the reality of the risk, it hit too close for home for some people. You had to ask yourself right then and there, do you have the courage in the tenacity to do the work and to grind it out at great risk? Do you actually have that?

Your mind is scrambling and yes, you've thought of these things, but now it's literally encapsulated in a foot, foot and a half tall stack of books right in front of you and understanding that a third of the people around you will not be here. What's that reality? Understanding what is it going to take?

People, there are all these books that have come out and some – a couple of them very, very good on grit in the last couple of years. What people don't tend to internalize, because it almost feels fluffy for some people or very accessible, I say this and you can beep this out if you want, but I’m like, don't forget that gritty rhymes with shitty, right? That's what that means. It doesn't mean, “Oh, it's hard and yes, I know what hard is.” It means it's not going to be fun.

The people who inevitably end up being successful, whether it's top-performing athletes, top-performing executives, top-performing parents realize that work that it's going to take and that each and every day, how you show up matters and what you are focusing on matters. That will ultimately determine what success looks like for you.

[0:21:39.2] AF: Yeah, I think it's such a powerful message and so many insights there in that story too. I mean, just the idea of a foot tall stack of books just gives me a little bit of a shiver down my spine in the first place.

The book is called of Fearless Leadership: High-Performance Lessons from the Flight Deck. You went through these three personal elements of courage, tenacity, integrity. I want to dig into courage a little bit. We've dug into fear many times on the show. I’m curious, how do you go about preparing for facing your own fears? Then also, if you could define courage a little bit, because I’ve seen people really who almost at times get mad at themselves for being afraid, right? They're like, “Oh, why am I so shaken up? I have the butterflies. What's going on with me?” But it's not always the absence of fear that really matters. How do you go about facing your fears and what does courage really mean to you?

[0:22:31.1] CL: Because it's actually the flipside of fear, it's the first vital element in fearless leadership, in not only leading yourself, but in leading other people. If you can cultivate courage in yourself, then you are going to have what it takes to see those limitless possibilities for your future and to tamp down the voices telling you that you can't do it, and whether those are internal or external.

It takes exercising this and understanding that the first step in any leader’s journey is accepting the fact that you are worthy of being a leader and that it's going to take you starting from where you are with what you've got and go where you want to go. All it takes is having that courage that just that momentary flash of enough to jump at the opportunity, or take action when the opportunity comes along.

Too often, I’ll hear people and this is at all levels of coaching, of guiding teams, of developing leadership on an individual skill set, as well as from teams. People think that leadership is a gift, right? That it's some innate gift that some are blessed more than others, which I’ll push back on. I think that's more charisma, because no matter what your role is in life, you all are engaged in, we all are engaged in leadership in some way. Stepping up and taking ownership and accountability of your leadership personally and your career is going to take courage.

If you shirk that responsibility or that opportunity, worried that you're not cut out for the role, or you're not ready yet, which is what I hear way more from women than men, you are going to pass up those chances to grow into a fearless leader. What I don't ever want people to think is when I’m talking about fearless leadership, that means you're going to be super comfortable, right? Like, “Hey, I’ve got this all figured out.”

No. What that means is you are going to feel sweaty, you're going to feel a lump in your throat, or a pit in your stomach, or even some verp coming up and that's okay, because if you don't, if you're not considering the possibility of failure, if you're not considering the risks, you’re crazy. You better be de-risking things, you better be thinking about that. You can darn well bet your bottom dollar that we do that as fighter pilots. We're not running around with our hair on fire. Well, sometimes we are, but we are high-performing, high risk managers.

Understanding that it takes courage to do that and it doesn't mean that you have to be brave all the time. It is about you summoning up the courage to be willing to step into the ring, be willing to go after it time and time again. That does not mean you have to be brave 100% of the time. It's in these tiny moments that we decide to take action, that will define whether or not we'll be successful and whether or not we'll be more courageous the next time. Because every time you choose to stare fear in the face, or stare that anxiety that you're feeling, that sweat, all those things that we just talked about, every time you do that, you feel that and you take action anyway, you build more strength, courage and confidence to go a little further next time.

[0:26:03.1] AF: So true. I want to dig into a little bit more of the de-risking and then the debriefing that I know you've talked about in the past. I also want to touch on tenacity real quick. Obviously, throughout your career, I’m sure you've hit different barriers that you've broken through and you mentioned that you hear, especially from women, you're not quite ready yet. Explain detail what tenacity means, because I can think of it and think it's just plow forward, move forward, move forward, move forward. I think of it in physical context a lot of times, but I imagine that there's some nuance that's nasty when it comes to treading new ground and doing things that haven't been done before and really breaking what are standard norms in any organization. What role does tenacity play and what's the nuance in that?

[0:26:46.8] CL: Tenacity is at the end of the day, it's just sticking to it even when it's hard. That's my very non-scientific, but working with high-performers Olympians, top executives, other people in military fields, that's what it boils down to. It boils down to sticking to it when it's even hard. If you think about courage, it takes courage for leaders of any stripe to think why not me and to go for it, but it takes tenacity once you've made that decision to keep pushing and keep striving and keep working hard, when the novelty of those first decisive moments wears off.

It's when that path ahead looks really bleak, or uncertain, or there are challenges and you keep running into roadblock after roadblock. Think of courage as that 20-second sprint, but tenacity is the five, six, seven-hour marathon, when you're the last one, when they're picking up the cones behind you, just waiting for you to stop. Yeah, and we all have, right, in some way, shape or form, maybe not at 26.1 miles, but at someplace in life.

It's about having that willingness to keep at it, because if you can't do that success in any way, shape or form, is not going to be possible. The more tenacious you become, the more you develop this bias for good judgment and action, you have to actually go out and do it. It's the doing it part that comes first.

When you learn to take action, even in situations where you're feeling stuck and frustrated and intimidated and you're facing what could feel like a searing unknown, you increase your ability to get through situations that demand commitment. I think we're at a time in place right now where for so many people, there's been this really clear path ahead. If I do this, then I know the next step is this. My little business workshop said just to do X, Y and Z and success will appear.

Right now and I’ve advocated this with the leaders that I’ve worked with and people have heard me speak before non-stop. Oftentimes this is also about finding a third way. This is not just about being stubborn, but finding a third way means you have to actively innovate and look for other ways to get done what needs to be done. This is about showing tenacity when you feel like giving up. If we're going to stay relevant, if we're going to stay successful and be able to bring people with us on this journey and serve our communities, our friends, our families, our clients, you're going to have to stick with it and do the hard work and be willing to grind it out and stay focused on what matters.

[0:29:46.0] AF: What's up, everybody? This is Austin Fable, producer and co-host of the Science of Success. This episode of the Science of Success is brought to you by the mobile app Best Fiends. That's best friends, but without the R. Best Fiends is honestly one of the best mobile games I've ever played. If you're looking for a truly fun and engaging way to pass the time while enjoying a great story, some awesome visuals, Best Fiends is absolutely for you.

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[0:31:27.9] AF: I love the idea of finding a third way. It reminds me of we interviewed a gentleman by the name of Alex Banayan, who wrote a book called The Third Door and it really exemplifies a lot of that too. It's full of really crazy stories. He hacked how to get on the price of right and do all these things, but his message was very similar. It's just that when traditional ways don't work, you need to get creative and find that third way to get things done.

So many people don't look for those new ways. It makes it even more impact if you bring business practices from one sector and apply them to another, all of a sudden it's like, “Oh, my God. You're a genius,” but really, it's just common sense in one area and not in other and you're just finding a new way.

[0:32:02.1] CL: One of the things that I always advocate for as well, I call it the 80% rule. What I mean by that is 80% is good enough and this isn't OpEx, or Lean or Six Sigma, not the Pareto 80% thing, but I want you to think that 80% is good enough for you to achieve a 100% of your dreams and goals. What do I mean by that?

Too often right now and again when it comes to even de-risking things, we think that we need everything to be perfect before we launch. We think we have to have our marketing campaign perfect, we think we need to have the perfect fitness regime, we think we're trying to de-risk everything to the point of perfection. Yet, I will share with you and our fast-moving environment and working in very challenging environments where things changed by the second going at Mach 2, yes, we've done all the planning, we've done all the preparation, we've done all the hard work, so that when change happens, when we can throw that well-made plan out the door, we know that 80% is good enough. We know enough, we have enough situational awareness and we know what success looks like, that we can adapt and adjust.

As long as we keep taking action and we keep learning and that is critical. The people who end up being successful, not as a flash in the pan, but over time, the people who remain relevant over time are the ones who have created within themselves and within their team. I don't care if it's teama 1 or teama 2, or teama 2,000 or teama 200,000, a culture of excellence and a culture of learning. If you are not willing to learn and if you think you have it all figured out and you think you're the shizzle, you are done.

[0:33:51.2] AF: I think the keep learning thing is just so huge. I mean, I think – I’ve said before, I think the – I guess, the best superpower a human can have is the ability to change one's thoughts and continue learning. To be able to pivot and take new action based on new information, or shift different beliefs.

You touched on a ton of things and I think inevitably, when you're pushing yourself, when you're being courageous, when you're being tenacious, you're going to fail oftentimes and learning from those failures is so important. If you could just drill down a little bit more and I believe I’ve heard you in the past call it the debriefing process, to make sure that you continue to learn from each experience. What's that look like?

[0:34:26.7] CL: Absolutely. I’ll try to boil it down into super easy and actionable items for our listeners today, because as fighter pilots, man, we need to keep things simple. We study the complex, we learn the complex, but when you're flying at the speed of sound, that's not where complexity can come into play, because you need to be very prepared and you need to be able to adapt.

This is a really dynamic process. It's accessible for everybody. It is what I call the prepare, perform and prevail. Three steps. Think of it in three steps. Prepare, at the beginning you are going to plan. We are going to bring people together, or ourselves if we're alone, we're going to bring people together, we're going to set up a plan, we're going to craft a plan to achieve and identify our mission objective.

In the middle part, so if you think of these as bookends; on the one side you have prepare, in the middle part you have execution. This is when we're actually doing things, right? We want that to be as boring as possible. We don't want to be firefighting. We don't want to be looking for the big saves. We actually want it to be boring.

At the end, after every flight, the thing that allowed us to be more successful than anybody else in the world is that we debrief. We come together, we analyze how things went and we figure out how we can do it better next time. The debrief is not about trying to figure out who's right. The debrief is trying to figure out what's right.

This is a place and boy, this is such a foot stomper, because there are so many people who could learn from this right now. Because again, this is where we need to be able to set our egos aside to figure out what's working. It's in the debrief that we quickly identify those things that are working and those things that are not, so that we can improve our performance for the next operation, for the next flight, the next afternoon very, very quickly.

The debrief is actually at what I would call the fighter pilots’ secret weapon to success. It is how we ensure high performance. I cannot think of a single flight in the military that I finished that we did not debrief, because it's your opportunity to learn. If you are not debriefing both your successes and your failures, you are leaving success to chance. Because if you're not debriefing after the things that went well, how are you going to replicate it? Because if you just high-five, hit the bar and tell each other that we’re awesome, how are you going to replicate that? Were you successful, because you got lucky, or because you are actually awesome? And/or are there a couple of things that we skirted on that, but we've identified it so that next time, we'll make sure to keep our eye out for this, so that that's not the thing that takes us down next time. Because our goal is obviously, to be successful, as well as to bring it everybody back safe and in one piece.

[0:37:40.3] AF: Yeah. I think it's just such a powerful thing to do and a great habit just in general, not only to debrief when you're being successful, but also when you failed, every experience should be followed by a debrief, just so it stays fresh and make sure that you actually learn from what you're doing. As opposed to just plowing forward blindly and hoping you strike gold again.

[0:37:58.4] CL: Absolutely. This is not a finger pointing session. I mean, sometimes obviously in the debrief, you can imagine with fighter pilots, there are a lot of egos involved, tempers can fly if things did not work well or go the way they were supposed to. However, it's always done with deference and with respect, because the goal is trying to figure out how do we quickly identify shortfalls or gaps in performance sooner than our competition is, so that we can be better next time.

When you're debriefing, by uncovering new opportunities faster, you and your team can become more agile, you can adapt and adjust to a rapidly changing marketplace faster than anybody else out there, which right now is critical, because if you can't do that, if you can't figure out how to adapt and adjust really quickly, you are not going to be in business and we have a very short opportunity to improve your ability to anticipate or make that decision to take action. It's a great tool. We're going to ask our self essentially five questions really quickly, what was supposed to happen, what actually happened, why were there differences, what can we learn and how do we incorporate that lesson into execution the next time?

We always end it on a high note. Always, always glad to be here, right? Okay, that was a brutal one, glad to be here. This is not about some Pollyannaish, BS, super motivational, “Oh, hey. Everything's awesome. So glad to be here. Tap into my dibbles.” No, because a positive attitude will not guarantee your success, but a negative attitude kills your ability to adapt. That is critical.

[0:39:44.6] AF: So critical. Carey, this has been a great conversation. You've been more than generous with your time and I want to make sure I’m respectful of it. I just have a couple of last rapid-fire questions and then I’ll give you back the rest of your day, but just thank you again not only for your service, but for your time today. It's just been such a great conversation, both on the air and off the air to get to know you a little bit.

[0:40:03.2] CL: Oh, gosh. I’m glad to be here. Thank you.

[0:40:05.8] AF: What is one daily habit or routine that you embrace that you think has had the most measurable impact on your life?

[0:40:14.9] CL: I am a huge post-it note fan. What I do is I net down the complicated into three things. Every day, I take a fat sharpie marker and I grab a post-it note. If I end up not having one of those available, I’ll write it on whatever, but stays visible; my top three most important things. Again, I’m a mom of four, I run a business, I’ve got a team and I have way too many things that need to be done on a daily basis for me to actually get done.

No different than what we did flying, what Top Gun does every day. Every day, I write down my flight plan for success. I try to figure out what is under my span of control and what are the top three things that if I focus on these three things, will move the needle faster than anything else. I will share with you that right now and in the – we're taping this in a time of a pandemic. Those things have changed. Right now, my top three things are essentially pretty much stay the same with rare exception, but a couple of things; family, fitness and finances. Those are my top three things right now.

Making sure my kids are on track. Because we're all on lockdown, I’m trying to get a workout in every day. Biggest stress manager and health protector thing that you can do is try to grab that sweaty workout. Then keeping an eye on what's happening with finances. If I keep those three things on track, then I know I can still be in service to my clients and providing value. If any one of those three things gets out of whack, I won't be able to have the impact that I’m hoping to make.

[0:42:10.7] AF: So true. I think those three things are something everybody should keep in mind all the time. I couldn't agree more on the workout front either. At least for me, I find with me in my circle, it all starts at least with that physical health. The mental follows that, but that big as you say, that sweaty workout really is what catalyzes most of the mental clarity and purpose behind most days.

[0:42:32.7] CL: Physiologically, it does wonders. There might be some people who are listening right now and I don't mean that if you're a woman, that you have to strive to be a size 6, or size 2, or any of that BS. Or if you're a guy you're like, “Oh, if I’m not in a 32 or 34, 36 pants, then I’m less than.” This has nothing to do with that.

I’ve been baking bread every day for the last three months, so I promise you, that's not my goal. It is that actually changing your physical state, getting sweaty, getting your heart rate up, doing some cardiovascular work, it lowers your cortisol levels, it increases your body's ability to fight off inflammation and stress and it does allow you to think more clearly. Which is why I get super irritated even with myself if I get distracted and throughout the day and now I said I’m trying to get a workout in at 6:00 at night, because I know it's not going to be as good. I know it's not. I’ve been thinking about it all day. Then I just get frustrated with myself.

I do think it's a big component. Again, you don't have to work out for 45 minutes. It doesn't need to be 90 minutes. I tell people, just start with 12. Shoot for 12 minutes. If you get to 12 minutes and you're like, “I literally can't do this anymore. I’m so maxed out.” You know what? You got 12 minutes in that you wouldn’t have gotten before. 12 minutes for me for – Usually if I’m like, “Ah, I’m going to work out for 45 minutes or whatever the case may be,” and I’m just like, “Oh, I can't do it. I can't do it. Now I’m in minute number eight and I’m still irritated.” Once I get to the minute number 12, then I’m like, “Yeah, I’m already here. I’m sweaty. Let's go.” That's a psychological thing, I guess. I don't know.

[0:44:06.8] AF: I couldn't agree with you more. I think it's a message we should be preaching a lot more. I mean, like you said, it's not about fitting into your size zero or your 32 inch waist. It's about just what it does for the rest of your mind. I mean, just the effects just compound on each other. I’m curious too, we talked about this. I gave you a heads up this was coming, but what is your favorite movie?

[0:44:27.0] CL: Hands-down, Top Gun. I am an unabashedly Top Gun fan. I have watched that movie so many times and I can tell you every place where there's a little disparity, or there's something that's not accurate, or somebody has sunglasses on and they shouldn't, or whatever. Even now, I mean, and I think they might have just taken it off. I don't know, because they haven't flown for three months. But Delta has had it on and I love the soundtrack. I’ll play it on flights, I’m trying to write, or answering e-mails and I’ll look up, the cinematography is awesome and I love the soundtrack. It's so awesome.

We were talking about this just for a second and why it also resonates with me, it came out when I was younger. What was so exciting for me when I got assigned to fly the F-14 Tomcat, I went out to Miramar. The senior guys, [inaudible 0:45:23.3] on the squadrons, in different squadrons, were the ones who did the flying there in that movie. Now you'd spy somebody across the – at the old club or wherever and they're like, “Oh, yeah. He flew in that scene, or different. You feel you're bumping shoulders with legends. It's just cool.

[0:45:41.8] AF: Highway to the danger zone. Yeah, when I turned 16 and first got a car, that was the soundtrack I was playing, which looking back on it, probably didn't help with speeding I did in high school.

[0:45:51.8] CL: No. You can't. If you cannot not speed when you're listening to that song, I don't know. I know that even now, I mean, and yeah, there are plenty other things that get you going, but that first, the initial lead into it, it's a baller soundtrack. It's awesome.

[0:46:05.6] AF: You know they're making a sequel, right?

[0:46:07.1] CL: I also have a couple of friends that have done some of the flying in that and I’m not going to kid you, hand over heart, and I do not cry easily. I’m a Midwestern stoic through and through. When I saw the trailer to that, I got all sweaty and I thought I was going to cry, because I know the cinematography is going to be amazing. I’m a little scared to see the movie, because I don't want them to jack up a storyline, but I’m super stoked, because I know the cinematography is going to be amazing.

When you've lost a lot of friends in that industry, in flying and who gave their lives, I’m just excited for it, because it's an honorable way to serve your country and it's just – I hope it's cool. I wish they'd make a scratch-and-sniff movie version, because anybody should be able to have that feeling of smelling the sweat and the jet fuel and all that. It's fantastic.

[0:47:01.1] AF: Well, with VR these days, you never know. We might not be too far. Also, Tom Cruise doesn't really seem to age, so he'll look probably pretty similar than what he did in the original.

[0:47:11.1] CL: Right. Yeah, yeah. He doesn't seem to age. I’ll tell you what though and this may be a little bit too much information, but if there was a VR version, I don't know that I would see it, because I think I’d probably throw up. I think they would be too much, because my body would think it was there and it's not and it would get all – my brain would get discombobulated. I’d probably just see it in regular theater.

[0:47:30.9] AF: There you go. That's probably what I would do too. Have the normal experience.

[0:47:39.4] AF: This episode of the Science of Success is brought to you by our friends at LinkedIn Jobs. To post a healthcare or essential service job for free, or if you're in another industry and having hiring needs, visit linked.com/success. That’s linkedin.com/success.

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[0:49:16.7] AF: Carey, you've been super generous with your time. I want to let you go after one last question though. If you could give our audience one piece of homework, something preferably they could do this week to start changing their lives, what would that homework be?

[0:49:30.3] CL: Here's what I would do, I’m going to give you just a tiny piece of science. Duke University did a study a few years ago that followed Generation X kids. What they discovered was that your ability to concentrate and to focus and to ignore distractions is the biggest predictor of success.

Here is what I would ask people to take three minutes, five minutes and to sit down and really carefully consider and reflect on. What can you do right now that is under your span of control? When you shut down social media, when you shut down the news, what can you focus on that is under your span of control, that will make your world a little bit better, or your ability to affect a change, find a job, make a difference, be able to be innovative, what can you do? What can you look at that's under your span of control? Name three things that you actually actively can take action on and go do them.

[0:50:45.5] AF: That's incredible piece of homework. We usually end most shows asking that question, but I think especially right now and obviously, like you said multiple times, we're in the middle of pandemic and I think we started off talking about taking control of the things that you actually can control. I think I see it even in my family unit and the people I’m interacting with, but right now there's so many things going on in the world we cannot control and we’re cooped up and we're tired of it and we're all starved for human attention. But which can lead to some negative emotions popping up and lead to some anger, some sadness and depression.

Really taking the time to do this homework you've just given and sitting down and thinking about what you can control to affect some outcome, to innovate, to make a difference is just so, so crucial in life in the first place, but even more so now in the time we find ourselves.

[0:51:37.5] CL: I appreciate that and I will share with you. This comes from that advice is not an off the cuff, hopefully this will work. This comes from over a decade of coaching leaders and I’ve seen and myself. I’m seeing again and again that frustration and that resignation that comes with that feeling of being out of control. When all of the research that I’ve done and I’m actually working on a second book that is titled Span of Control. and I do not mean this to be gratuitous, or sales pitchy in any way. It is because I so firmly believe that the concept of span of control can be life-changing. How you can navigate overwhelming change, how do you focus on what matters and how do you deal with pressure?

I believe in it so much that I mean, I have a little tattoo on the inside of my wrist with those three letters. It's like an emblem, SOC for Span of Control. So that when everything is going completely sideways, when you feel overwhelmed, when you feel nothing you do matters, take a breath and trust that you can figure it out, that you are not the exception.

If you can focus on what you can control, you can make a difference and you can keep your sanity in the midst of all of this chaos and change. I mean, I’m right there with you and hopefully, that's a very easy tool, or accessible tool. I shouldn't say easy. That will allow people to think about, “Okay, how can I navigate this change? How can I focus on what matters?” Take a breath, you're going to be okay, I promise you.

[0:53:22.5] AF: I love it so much. Let me go ahead and extend the opportunity. Should you choose to come back on the show when the next book comes out, we'd love to have another round two with you. I think it's such an important topic we could easily spend an hour just focusing on that.

For those who want to learn more, for those the ones who learn about your work, learn about your past, possibly reach out to interact with you in some way, where can we go to find you, your work and learn more?

[0:53:45.8] CL: Oh, thank you. At careylohrenz.com. C-A-R-E-Y-L-O-H-R-E-N-Z. I’m on Twitter, I’m on Instagram a little bit. I mess around usually in stories, especially when I’m on the road. You can find me on LinkedIn. My book is available at all – Fearless Leadership is available at all major booksellers and/or Amazon. Order from an indie, they'll love you for that.

[0:54:08.1] AF: There you go. Thank you so much for your time. You've been very, very generous with it. Your story is absolutely incredible. You're a role model for so many out there and just thank you for all the work that you've done, that you're continuing to do and thank you for the time coming on the show. It was great to have you.

[0:54:23.4] CL: Oh, it's been a privilege. Thank you for the invitation. I really appreciate you and the work that you're doing and the message. It's so important. Thank you. I appreciate it.

[0:54:31.6] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

I’m going to give you three reasons why you should sign up for our e-mail list today by going to successpodcast.com, signing up right on the homepage. There are some incredible stuff that’s only available to those on the e-mail list, so be sure to sign up, including an exclusive curated weekly e-mail from us called Mindset Monday, which is short, simple, filled with articles, stories, things that we found interesting and fascinating in the world of evidence-based growth in the last week.

 

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Thanks again, and we'll see you on the next episode of the Science of Success.

June 25, 2020 /Lace Gilger
Focus & Productivity
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How to be Perfectly Confident Without Fooling Yourself with Dr. Don Moore

June 18, 2020 by Lace Gilger in Decision Making

In this interview, we share how you can finally make decisions with perfect confidence. We share what to do when you’re stuck in inaction and lack confidence in your decisions, and how to avoid being overconfident and making big mistakes with our guest Dr. Don Moore.

Dr. Don Moore is a professor at the Berkeley Haas School of Business, formerly at Carnegie Mellon. He is an expert in psychology with his main research focus on overconfidence. Don's research has appeared in popular press outlets and academic journals, including the New Yorker, the Wall Street Journal, NPR, the Journal of Personality and Social Psychology, Experimental Economics, and Psychological Review. Moore is the author of the soon to be released Perfectly Confident: How to Calibrate Your Decisions Wisely, and he teaches popular classes on managing organizations, negotiation, and decision making.

  • How can you be confident in your decisions?

  • Ways that psychology research demonstrates we are often overconfident in the decisions we make:

    • Overestimation - thinking that you are better, faster, or more likely to succeed than you are

    • Overplacement - the exaggerated belief that you are better than others

    • Overpercision - excessive faith that you have the right answer. 

  • Thinking probabilistically, view the future in probabilities and distributions of outcomes as opposed to one specific outcome. 

  • Ask yourself: WHAT ARE YOU WRONG ABOUT RIGHT NOW?

  • Calibrating your confidence includes appreciating all the reasons why you might be wrong. 

  • Some of the things you currently believe now are WRONG. 

  • Don’t fall prey to “resulting," don’t view outcomes as inevitable. 

  • Why you should start thinking in “expected value"

  • Are people born confident or is confidence made?

  • How can you deal with bad outcomes and maintain your confidence?

  • What’s the best way to manage your emotions and stay confident when things don’t work out?

  • Fooling yourself into being more confident can lead you to take risks that may not turn out well. 

  • What should you do if you’re stuck in under confidence and inaction?

  • Which tasks does greater confidence help you perform? Which tasks can greater confidence be a hindrance?

  • How do you have the unique and powerful combination of courage and humility that lets you act more boldly when it’s the right time and be more cautious when it’s the right time?

  • Powerful leaders are willing to admit ignorance and bring people to the table who will raise difficult questions.

  • The best general-purpose de-biasing tools

    • Consider the opposite of what you’re thinking

    • Consider thinking of the downside

    • Use a pre-mortem to understand why things have gone horribly awry

    • Capitalize on disagreement. Rather than avoiding or hiding disagreement, try to pull it out to the forefront. 

    • Ask yourself - what does the other person know that you don’t? What are the best reasons 

  • “Wisdom is the tolerance for cognitive dissonance"

  • How you can use a “premortem” analysis as a decision journal to understand the risks, crystallize your thinking, and get more clarity around the potential future outcomes - so you can make better decisions. 

  • Homework: Think about the future in terms of a range of probability distributions. 

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Don’s Website

  • Don’s LinkedIn, Facebook, and Twitter

Media

  • LA Times - “Op-Ed: Trump’s overconfidence has always been dangerous. With coronavirus, it’s deadly” by Don A. Moore

  • Berkeley Haas - Faculty Profile: Don A. Moore

    • Executive Education Profile

  • Open Science Framework (OSF) profile

  • Google Scholar Citations - Don A. Moore

  • ResearchGate Profile - Don Moore

    • “Avoiding the Pitfalls of Overconfidence while Benefiting from the Advantages of Confidence” by Alex Bryant Van Zant and Don Moore (2013)

  • HUMU - “Small habits with huge impact: Don A. Moore” by Cori Land (2019)

  • Psychology Today - Perfectly Confident Blog

  • Berkeley Haas Newsroom - “5 tips for calibrating your confidence from Prof. Don Moore’s new book” by Laura Counts

  • Journal Article - “Overconfidence over the lifespan” by Julia P. Prims and  Don A. Moore (13 pages, 2017)

  • Journal Article - “Does the Better-Than-Average Effect Show That People Are Overconfident?: An Experiment *” by Jean-Pierre Benoît, Juan Dubra, and Don Moore (17 pages)

  • Forbes - “Donald Trump And The Irresistibility Of Overconfidence” by Don A. Moore (2017)

  • Wiki Article - Overconfidence effect

  • [Podcast] Rationally Speaking - RS 168 - Don Moore on "Overconfidence" (2016)

Videos

  • Berkeley Haas - Book Launch Party: "Perfectly Confident" by Don A. Moore

    • The Psychology of Confidence - Don Moore

    • Don Moore: Teaching Videos Playlist

  • California Management Review - Don Moore: Traditional Interviews Don’t Work

Books

  • Perfectly Confident: How to Calibrate Your Decisions Wisely  by Don A. Moore

  • Perfectly Confident Book site

Misc

  • [Book] Being Wrong: Adventures in the Margin of Error by Kathryn Schulz

  • [SoS Episode] Making Smart Decisions When You Don’t Have All The Facts with Annie Duke

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this interview, we share how you can finally make decisions with perfect confidence, we tell you what to do when you’re stuck in inaction and lack confidence in your decisions and how to avoid being overconfident and making big mistakes with our guest, Dr. Don Moore. Austin will be joining me on this interview as well.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we were joined by Guy Kawasaki for a casual discussion, what we called a fireside chat, where we touched on life, business, success and many stories from the trenches of growing companies.

Now for our interview with Don.

[0:01:41.3] MB: Dr. Don Moore is a Professor at the Berkeley Haas School of Business, formerly at Carnegie Mellon. He's an expert in psychology and his main research focus is in overconfidence. Don's research has appeared in popular press outlets and academic journals, including The New Yorker, The Wall Street Journal, NPR and many other media outlets. He's the author of the recently released Perfectly Confident: How to Calibrate Your Decisions Wisely and he teaches popular classes on managing organizations, negotiation and decision-making. Don, welcome to the Science of Success.

[0:02:14.7] DM: Thanks, Matt. Great to be with you.

[0:02:16.7] MB: Well, I'm super excited to have you on the show today. Decision-making is one of my all-time favorite topics and one that's near and dear to my heart, so I can't wait to really dig into all this stuff.

[0:02:26.2] DM: Same here.

[0:02:27.0] MB: Well, I'd love to start out with one of the biggest questions that I get all the time from Science of Success listeners is around their level of confidence when they're making big, tough decisions in their lives. That to me is such an important issue, which it's so timely that you wrote this book, because to me that is just absolutely critical. I'd love to begin with this idea of how can we be confident in our decisions and what does it even mean to be confident?

[0:02:57.4] DM: The question of what confidence is is a profoundly important one. My research disentangle the approaches, different approaches to the study of confidence. One form of confidence is thinking that you're good. In particular, when psychologists have studied confidence, they have focused on overconfidence. Over estimation is thinking that you're better than you are, over-placement, the second variety, is the exaggerated belief which you’re better than others and over-precision, the third form, is the excessive faith that you know the truth, or that you have the right answer.

[0:03:29.5] MB: Got it. Those are the three different categories of overconfidence. Tell me a little bit more about each of those and distinguish between them.

[0:03:38.8] DM: Yeah. Overestimation manifests itself, perhaps most dramatically in examples like the planning fallacy, or the illusion of control, where it leads people to behave as if they will achieve more, that they'll get more done than they actually do. If this affects you like it affects me, it shows up in a to-do list with more commitments than there is time in the day. When I think about how much I'll get done in the future, somehow this bottomless optimism that “I'll have more time, more flexibility, I'll be able to tackle more projects in the future than I can now. Right now, I'm really busy, and so I've postponed the commitment and say I'll get it done later.”

Then of course later, I don't have any more time, and so I wind up overwhelmed. Hard experience has taught me to calibrate a little bit better to say no to more and make more realistic forecasts of what I'll be able to get done.

The second variety, over-placement is the tendency to think that you're better than others more so than you actually are. When I asked the students in my MBA class how honest they are relative to their classmates, the average percentile ranking relative to the rest of the class, which in reality of course has to be 50. If people give themselves percentile rank relative to the rest of the class, where a 100 means you're the very best, a 100% are worse than you, zero means at the very worst. There's nobody worse than you. Then the mean for the class has to be 50. The average on honesty is 70 or 80. Most of my students think they're more honest than their classmates.

The belief that you're better than others when you're not can get you into all sorts of trouble. When you survey entrepreneurs and ask how likely are you to succeed relative to your competitors, they report fabulous levels of over-placement. They think they're way more likely to succeed in this competitive market than are their rivals. Well, that might explain high rates of entrepreneurial entry, intense competition and then subsequent high rates of failure.

The third form, over-precision is the excessive faith that you have the right answer. This manifests itself in our reluctance to consider alternative points of view, our reluctance to consider advice from others, our neglect of alternative perspectives, which can have profound consequences. Studies in behavioral finance have offered it as an explanation for the high rate of trading in the market.

Lots of people go into the market without thinking who's on the other side of this trade and what do they know that I don't know? The failure to think through that can leave you overconfident in your estimation of the securities value and too willing to trade with other people have better information than you do.

[0:06:30.9] MB: Over-precision to me is so dangerous, not being willing to update your beliefs and consider that you might be wrong is such an insidious trap that you can fall into.

[0:06:44.3] DM: Amen. It is the variety of overconfidence that is actually most persistent. My research has identified circumstances in which people under-place themselves and underestimate themselves. The impostor syndrome is all about the erroneous belief that I don't have what it takes. On the other hand, research has identified very few instances of under-precision. It hardly ever happens that people are less sure of anything than they should be.

[0:07:15.8] MB: If we have all of these contributing factors that can cause us to make worse decisions, how do you think about approaching decision-making from a different perspective and trying to figure out the right level of confidence?

[0:07:30.6] DM: That is the big question that my book attempts to tackle. How do you get perfectly calibrated in your confidence? How do you get perfect confidence? My book offers a number of different tools for doing that better. One is to think about uncertainty in probability distributions.

Too often, we’re tempted to try to predict the future as if we could know what we're going to happen. That's just not realistic. The future will always be uncertain to some degree. For most things, it makes sense to think of the future as a distribution of possible outcomes and thinking through what could happen and how likely each one is will make you much better at being able to make wise decisions anticipating that uncertain future. Sometimes you'll wind up in situations with others who have different views from you, who you'll be tempted to argue with.

I recommend asking instead, want to bet, invite the other person to put some stakes on what they say they think is going to happen and listen to the arguments that they make behind the logic of that bet. What do they know that you don't know and how should you revise your beliefs, so that they're closer to the truth? Are your beliefs strong enough and certain enough that you're willing to put down some money to put real stakes on your belief? Well, that discipline is very useful for helping you calibrate your confidence.

[0:09:05.3] MB: When you say calibrate your confidence, to me one of the most interesting things and I loved part of the book where you had these exercises, where you asked people to estimate what is the probability of dying from an injury, for example, out of the total probabilities of different things that might kill you and the other various statistics that you had in there. I thought it was so, so compelling to think about really forcing yourself to make some of those estimations, because a lot of times what you realize or don't realize is that there's so many different ways that you can be wrong and you think, “Oh, yeah. I'm right.”

[0:09:43.0] DM: Yeah. There's a wonderful book that I read not long ago by a journalist named Kathryn Schulz. The title of a book is Being Wrong: Adventures in the Margin of Error. She tells about how when people would ask what her book was about and she told them, they would say, “Oh, you should write about me. I'm wrong all the time.” To which she would say, “Oh, that's interesting. What are you wrong about right now?” They didn't have an answer to that. They couldn't have.

There's a challenge at the heart of that story and that is calibrating your confidence depends on appreciating all the ways in which you could be wrong. Some of those include unknown unknowns. Sometimes we’ll be wrong for reasons that we've just never imagined. That is one of the fundamental challenges in calibrating our confidence and the accuracy of our knowledge. There's some things that we just don't know. The prospect that the global economy could have been plunged into this dark depression as a result of a pandemic, well, my guess is most of the forecasts from smart economists a year ago did not put the probability on that outcome very high and they will look recklessly overconfident as a result.

[0:11:00.7] MB: That's such a powerful question. What are you wrong about right now? Because it's easy in hindsight to say, “I was wrong about X, I was wrong about Y.” As soon as you bring it into the present, there's almost a physical resistance to – those biases immediately kick in. You say, “Well, I'm not wrong about anything right now.” In six months you look back and be like, “Wow. I was wrong about that. I was wrong about that. I was wrong about that.”

[0:11:22.7] DM: Yeah. Yeah. I mean, that challenge underscores how easy it is to go through life, imagining that we're right about everything all the time. The things we believe, we believe them, because we believe them to be true, even while we acknowledge, “Oh, man. There's all that stuff that I used to be wrong about. Well, thank goodness. I don't believe that wrong stuff anymore.”

In there, there's a lesson. Some of the things you believe now are wrong. You should be appropriately humble about the possibility that a given belief might be one of those things that you don't believe so much down the road.

[0:11:57.9] MB: That comes back to what you said a second ago around thinking probabilistically. This is one of the biggest takeaways for me that I've spent years really internalizing it. I'm a poker player. It may have come from even lessons in poker back in the day when I started getting my butt kicked in that game. It's this idea that the future is not one thing. It's a distribution of potential outcomes all with different probabilities.

[0:12:23.4] DM: Exactly.

[0:12:24.6] MB: It's not natural to think that way, but once you do, you can really start to get more comfortable with a lot of ambiguity and the reality that there's all kinds of different things that could potentially happen.

[0:12:36.5] DM: Exactly. Yeah. Annie Duke lays out the logic of that thinking, growing directly out of her experience as a championship poker player in her book, Thinking in Bets, which I highly recommend. She walks through the logic of the acknowledgement that the future is a distribution of possible outcomes and the imperative to use that knowledge to make smart bets. Sometimes they'll turn out great, in expectation they will be wise, but that doesn't mean luck is always going to go your way and sometimes you'll place a smart bet it turns out badly. There, you have to stop yourself from engaging in the mistake that I'm sure you've learned about in your studies of poker and that is resulting, taking the outcome and imagining that somehow it was always inevitable.

No. The hindsight bias will fool you into thinking that way. Don't make that mistake. Remember how little you knew at the time that you were making the bet. If you made it sensibly betting on the expected values that you knew at the time, you don't have to feel bad for having made a mistake. You made the smart decision you could have at the time. You can feel sorry for yourself that you got unlucky, but you shouldn't feel stupid for having made a mistake.

[0:13:57.6] MB: Yeah, that's such a great point. We actually interviewed Annie on that whole topic as well. For listeners who want to dig in specifically around some of those lessons, we'll throw that in the show notes. The other piece of that that you talk about in your book that I thought was a great insight and it's something else that comes out of poker is this notion of thinking in expected value. Can you explain that concept for listeners who might not be familiar with it?

[0:14:18.5] DM: Yeah. It is such a powerful concept. My economics colleagues tell me that those who want to be more rational in their decision-making should make decisions that maximize expected value. To figure out something's expected value, you just take its value to you, whatever that is and multiply that by its probability. In my class when I make this point, I invite my students to play a game where I flip a coin and if it comes up heads, I give that person $20. If it comes up tails, they get nothing.

Well, how much would they be willing to play that game? When I opened up the auction, the bidding goes very quickly to $10 and then stops. Why? $10 is the expected value of that game. There's a 50% chance of 20 bucks and a 50% chance of zero. Thinking about future prospects as expected values, where there's some outcome that's a value to you and its probability is less than a 100%. You've got to discount that value by the probability. Multiplying the two gives you expected value.

[0:15:25.3] AF: I'm curious, Dr. Moore. Zooming out a little bit, are people born confident, or is that something that's instilled in them through life and their experiences with various people and various situations?

[0:15:38.2] DM: It's interesting question. There are lots of circumstances in which life pushes us toward the expression of confidence, but it's not the case that there are some people who are just more confident about everything all the time. What we observe is that there are powerful situational effects. There are some circumstances in which most people will be incorrect in assessing their confidence. Like my students who all think they're more honest than their classmates.

Then there are other circumstances in which we're all prone to under-confidence. If I ask those same students to put themselves on a percentile scale relative to their classmates in their juggling ability for instance, the mean will be well below the 50th percentile. They think they're below average in juggling. Those are circumstances in life when we're prone to falling victim to the imposter syndrome, where we erroneously believe we aren't good enough, or don't have what it takes, when in fact, it's hard for everyone.

[0:16:40.5] AF: What's up, everybody? This is Austin Fable, producer and co-host of the Science of Success. This episode of the Science of Success is brought to you by the mobile app Best Fiends. That's best friends, but without the R. Best Fiends is honestly one of the best mobile games I've ever played. If you're looking for a truly fun and engaging way to pass the time while enjoying a great story, some awesome visuals, Best Fiends is absolutely for you.

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[0:18:22.1] AF: It's interesting, because I think most people probably have the experience of dealing with someone who's way overconfident. Like for instance like, “Oh, yeah. I've got it. I'll jump on stage and talk to all these people and make it up there.” They're sweating and jumbly and don't really know what to say. Then there's the opposite, where someone might be very soft-spoken they might not really raise their hand, or be the first one to jump in. But when they do something, they go and they absolutely crush it. You're like, “Hey, come on now. Why didn't you tell me you were so good at this?” It's almost like a comfort with your ability that keeps you from having to be overconfident.

[0:18:55.3] DM: Yeah, you're highlighting the bigger risks on either side of the confidence error. To be overconfident, think, “Yeah, I got this one in the bag. Everybody loves me. I'm hilarious.” Then you get on stage and make a complete ass of yourself. On the other hand, being under-confident, being reluctant to step out on stage when you would have been brilliant is a loss of its own. Being overconfident will lead you to make errors of commission, where you take action that afterwards you think, “Oh, I wish I hadn't done that.” On the other hand, being under-confident leads you to make errors of omission, where you would have been successful if only you'd had the courage to give it a try.

My admonition that people should be well calibrated in their confidence is an invitation to nail that bull's eye, to figure out what you should undertake that you'll be successful at and what you are unlikely to be successful at and therefore, you shouldn't try. Now I make that encouragement in light of the advice that just gave about expected value, because the future is uncertain and sometimes you can't know whether you'll be successful. The difficulty there is in making smart bets, figuring out what's worth trying, even when there's a risk of failure.

Here I think of well-calibrated entrepreneurs who didn't delude themselves or their investors about the risks, but who still undertook a risky project because the potential upside was large enough. There's a great story about Jeff Bezos early on in Amazon's life when he told potential investors, “I think there's probably a 70% chance that you're going to lose any money you invest in Amazon. Don't give me money that you can't afford to lose.”

[0:20:45.1] AF: Yeah. Now looking back on that, that's such a crazy statement just given there, where Amazon is gone. It's like, can you imagine being that person who was like, “Well, I'll just not give this money, because I really don't think I could afford to lose it.” At the time, very well calibrated thing to say. Sticking with this notion of calibration, I was delighted to find out that you’re an Annie Duke fan. Obviously, Matt and I are. She was great to have on the show and we've had a number of probability and high stakes poker players on. One of the big things that we've touched on is being able to separate yourself from the outcome saying like, “Okay. I may have had all the proper inputs. I made all the right decisions.”

Especially in something like poker and such in life as well, you can't always be guaranteed an outcome. This can throw us out of calibration, right? We might think we're pretty confident and we're really well calibrated in an area, but then if we make what we deemed to be the right decision and then the outcome is bad, that can hurt our confidence and it can throw us out of calibration. How do we really work to A, remove ourselves from the outcome, but then also B, get recalibrated in the event that we've taken a hit?

[0:21:53.0] DM: Yeah. It's a great question, because some of these hits can really shake you and make you feel bad about yourself, make you worry that you're in a losing streak, or maybe you're not as good as you thought you were. Annie Duke's advice for poker players who are tilting is relevant here. If your emotions are overtaking you and you're overreacting to the last hand, take a break, step back, reflect again on the expected values that you know.

For poker players, you know the probabilities coming out of that deck. Go back to that and don't overreact to what happened in the last hand, just because you got unlucky. You had a really strong hand and it was unlikely, but there was another player at the table who had a hand that wound of beating yours. Well, don't start changing your whole strategy just because you got unlucky in the prior hand. Stick to this strategy that you know will pay off in the long term and come back to that rational, sensible, calibrated center.

That can be tough to do when you're overcome by emotions, when you're overcome by feelings of regret, or when you're feeling bad about yourself for having gotten unlucky on a bet that you had good reason to think would have turned out in your favor. Here's a real conflict between what psychologists call system 1 and system 2 thinking, where if your emotions overtake you, you can wind up doing things that aren't in your interest, when your subjective weighting of probabilities is really at odds with the true probabilities.

[0:23:35.5] AF: Yeah. I think being able to come back to that that middle ground and recalibrate by really taking a step back and in some cases, not doubling down is huge. I want to shift gears a little bit. This is something is a little hierarchy, but in your book you mentioned traditional self-help books and all these speakers, they tell us to be more confident, which can really end up being bad advice. Really at the Science of Success, we like to focus on evidence-based growth and we really reject a lot of the norm in self-help, which is a lot of things aren't scientific, a lot of things aren't really based in studies.

One of my favorite examples it's like, if someone tells you to rub honey all over your stomach and run naked through Times Square, your anxiety will go away. If you do it, technically, problem solved, as long as you believe it and you get through it. It's a little more dangerous in the case of telling someone to be more confident, because there's just so many more things you can impact in ways that that can go out in your life and really affect things you're doing and things that – and people you're interacting with the wrong way as well. This is more of a tangible bad piece of advice, more so than a lot of what we see and for lack of a better term, woo-woo personal development space.

[0:24:52.2] DM: Amen. I think you have highlighted a profoundly important problem. It's simply fooling yourself into being more confident, if it's not backed by substance can lead you to take risks that are unlikely to turn out well. I mean, I think it's easy to understand how people could make that mistake. In day-to-day life, we observe confidence and success go hand in hand so often, right? It is the confident political candidates who are more likely to win, confident athletes more likely to be victorious, more confident cancer patients live longer.

In real life, we don't have exogenous manipulations of confidence. The possibility that both confidence and success arise from the same underlying cause that is actual ability or circumstance suggest, maybe fooling yourself into being more confident isn't actually going to help. What you need is an experiment. If the question is should you fool yourself into being more confident, will that help you perform? Well, what you'd like to know to answer that question is an experiment where you have a manipulation of confidence that doesn't arise from actual ability. Then observe whether that change to confidence affect performance. I ran a few studies with Elizabeth Tenney and Jennifer Logg here at UC Berkeley, where we tried to do exactly that.

We started out by asking people in what sorts of tasks do you think greater confidence will help you perform? Then we took what they told us and then run some experiments testing that idea. People told us, they thought that confidence would help perform better on a math test. We did that. We formulated a math test and gave it to a whole bunch of people. Some of whom we had induced to be confident by telling them, “You're going to do great at this.” We gave them a pretest and then told them, “You did fabulously on that. Based on what we know about you, you should expect to do very well on the math test that's coming up.”

Other people were induced to feel less confident. We said, “Yeah, not so much. You're probably going to have a hard time on this test coming up.” Then we could observe in the actual outcomes how that manipulation affected what happened. It doubt that our manipulation of confidence had no effect on their actual performance on the math test that came up later. This despite the fact that they expected to have different outcomes based on the manipulation. I mean, we told them to expect different things, so that's not a surprise.

What may be more interesting is that there is a separate group of observers who we gave the whole scenario to. We said, okay, we put together this math test, we've got a whole bunch of people to take it. Before they did, we led them to expect that they were going to perform well or not.

Now this manipulation had nothing to do with their actual abilities or their performance on the pre-test. How much do you think that manipulation affected their actual performance on the math test? By the way, we’ll pay you more if you're accurate in predicting the outcome of the experiment.

[0:28:01.1] AF: Ooh. Stakes are high.

[0:28:03.0] DM: Uh-huh. Those observers were ready to bet on those in the high confidence condition. By a wide margin, they expected them to actually perform better on the math test. In reality, we found no difference. We thought, maybe the math test is weird. We didn't give them the chance to study, or prepare. Either you understood the math problem or you didn't, and so maybe there wasn't a role for persistence.

We tried other things. We tried trivia tests. We tried tests of physical endurance. We tried tests of athletic performance. We tried boring vigilance tasks and none of these tasks could we find that our manipulation of confidence actually mattered for performance. But in each one, we had the observers ready to bet on the high-confluence people performing better.

[0:28:51.8] AF: Such an incredible story and what a study as well. I think in my own personal life even, I follow a little bit of boxing and UFC and everything. I got to admit, my even thinking this now, the one that comes out loudest and most confident is typically the one that I usually think is going to win. I think I'm probably wrong more than I am right.

I do want to ask you too, because this is something Matt and I can both relate to having been through the experience, but you do have a story at the beginning of your book about going to a Tony Robbins event. Can you share that story real quick?

[0:29:25.6] DM: Yeah. I have to say I'm a fan of Tony Robbins.

[0:29:28.2] AF: As are we. Yeah.

[0:29:29.4] DM: He does a lot of things well. He is inspiring in many, many wonderful ways. I got the chance to teach with Tony and then got an invitation from him to go to his Unleash the Power Within Weekend, which was wonderful and inspiring in many ways. As you know, one of the main events for his Unleash the Power Within Weekend is The Firewalk, where he persuades the assembled crowd, thousands of people, that they are going to walk across hot coals and come through unscathed.

It is daunting and scary. He whipped us up into such a lather of confident excitement that we charged eagerly out into the lot where these fiery walkways have been built from the burning embers of bonfires that Tony's crew had built hours before. We get out there in the dark and we see these glowing paths of fire, and then following his instructions, charged across them one at a time. It was dramatic and empowering.

I got carried away and failed to take the precautions that he had advised us to take. You got to do a few things to keep yourself safe during this. It is real danger. These coals are many hundreds, maybe thousands of degrees. You want to roll your pants up, so your pants don't catch fire. You want to keep moving. Then at the end, you want to get your feet down with water. There are members of the Los Angeles Fire Department there to spray our feet with water.

I didn't do that quite as well as I should have. I got the worst burns at the bottom of my feet. It was embarrassing and it was humiliating. Afterwards, I had to think, “Oh, my God. I'm so silly.” I got totally carried away. It was that feeling of embarrassment that highlighted one of the risks of overconfidence and helped motivate me to write the book.

[0:31:45.0] MB: Great story and definitely demonstrates how overconfidence can burn you quite literally. You said something a minute ago that I thought was really interesting as well, which is this distinction between this idea that there are some things we're overconfident about systematically and then there's some things that we’re under-confident about systematically. To me, that's a really important lesson that as humans, there are certain spheres we’re not just either more confident or less confident, there's really certain areas where we have a bias towards one or the other and they can both be problematic.

[0:32:21.7] DM: Yeah. Yeah. That's exactly right. Figuring out where you are making mistakes and seeking out better information, allows you to forecast the future with more accuracy, or calibrate your assessment of yourself. Man, that is extremely valuable. Businesses that are vulnerable to making these mistakes thought of investing business intelligence that helps them forecast for instance, how long it's going to take to complete the software development project, or how they really stack up against the competition.

[0:32:53.9] MB: That makes total sense. One of the other things that I thought was really interesting was from the book and something you've also touched on in this conversation as well is this idea that perfect confidence, or perfectly calibrated confidence I should say is not necessarily the same thing as being totally confident. It's really easy in our minds to get those things mixed up and think that they're synonymous, but in reality, the perfect amount of confidence is as you call it, almost a Goldilocks zone that's between overconfidence and under-confidence.

[0:33:30.2] DM: Amen. Yeah. You should believe the truth. There are lots of circumstances in which people will endorse optimism and the idea that they should believe the future is going to be a little bit better than it actually is. That's tough. Figuring out exactly how much better is a profound dilemma. Should you believe that you can jump 10 feet, when you can actually just jump 5 or 6? That'll get you into trouble if you're mountain-climbing, fooling yourself about how good you are, or how much you can accomplish runs real risks.

Now in my admonition to be well-calibrated in your confidence, I hope that your listeners don't hear that they should tone it down, that they should be less confident across the board. I don't think that's right. Each of us has vast untapped potential. There are all sorts of things that we could be successful at if only we have courage to try. There are enormous opportunities in front of us.

Scott Galloway talks about the fabulous opportunities that are opened up in economic downturns like this one and how businesses founded in recession there are actually more likely to be successful when business was founded during boom times. There are opportunities all around us and failure to appreciate those are a mistake, just as much as thinking that we can accomplish something that we can't and falling on our faces.

[0:35:03.7] MB: Yeah, that's a really great point. I've seen it again and again with people who are fans of the show, listeners of the show, that they're in many cases, trapped in under-confidence and inaction within certain areas of their lives. That's why I love these probabilistic thinking models and really studying the art of decision-making, because one of my favorite phrases that you used in the whole book was that “the importance is to strike this uncommon combination of courage and humility.” If you can just do that and you start to realize that at some times you're going to act really boldly when it's the right time and sometimes you're going to be really cautious, but it's very context dependent and being able to really rationally evaluate the situation and make the right decision given the information, given your own emotional state, etc., is such a critical tool to being an effective decision-maker and being ultimately a confident decision-maker.

[0:36:00.5] DM: Yeah. Yeah. Having the courage to be appropriately humble, I think is a challenge for every leader that's facilitated by being brave enough to seek out colleagues, employees and advisers who will tell you when you're screwing up. It is the insecure leader who just appoints sycophants who tell them that they're doing a great job. Yes, boss. Your jokes are all hilarious, boss.

If you want to figure out the truth, if you want good advice from smart people that allows you to capitalize on the wisdom of the crowd, you want to surround yourself with people who have the courage to tell you, “No. You need to improve on this and that, or you're making a mistake, or this plan that you've hatched that you're so attached to, uh-uh, that's more likely to turn out badly.”

[0:36:53.2] MB: Another quote that you mentioned in the book that dovetailed with that was this idea of the combination of being willing to admit your ignorance and to raise difficult questions. When you pair those two things together, you can really get towards what's actually true and start to formulate really powerful decisions.

[0:37:12.3] DM: Yeah. When I think about effective leaders, I think about people who are capable of drawing out those sorts of lessons from others, inviting criticism, inviting disagreement at meetings. Not charging in as the boss and imposing your perspective, or browbeating everybody at the meeting until they agree with you, instead, listening to the concerns and disagreements of those who are present. I love the Alfred Sloan story of the meeting at which he looked around at his board and said, “Gentlemen, I take it we're all in agreement on this.” They all nodded and he said, “I propose we adjourn for a while to develop some disagreement and understand what this topic really is all about.” That takes courageous leadership to actually develop disagreement and figure out if it can help you achieve any insight to make a better decision.

[0:38:07.0] MB: I want to segue into you touched on a few of these earlier, but I want to get a little bit deeper in some of the tools that we can use to be better decision makers and decision makers that have their confidence correctly calibrated.

[0:38:22.1] DM: Yeah. Tools that I advocate for helping people get better about calibrating our confidence include what psychologists have called the best general-purpose de-biasing tool that is considered the opposite. Ask yourself where you might be wrong, consider the downside of your plans. If you're working with others, you might consider implementing what Daniel Kahneman has called a pre-mortem, a meeting where you imagine a future scenario in which your plans have gone horribly awry and ask, what are the most likely reasons for failure? Is there thing you can do now to mitigate against them?

Other things you can do include getting serious about forecasting. Again, thinking through that probability distribution, thinking about the likelihood of various outcomes and figuring out how to place smart bets allow you to take advantage of your understanding of that uncertainty. Then also, capitalizing on disagreement.

Rather than avoiding disagreement or papering over it, or trying to argue other people out of beliefs that seem to disagree with yours, ask yourself what do they know that you don't? What leads them to their beliefs, especially when it comes to political or partisan conflicts, it's too easy to write off those who disagree with you as crazy, or evil somehow. I advise my students to resist that temptation, to simplify that way and assume the worst of the people who are on the other side of some argument or discussion.

Instead, think about what they know that you don't. What's brought them to that perspective? Are the real insights there that you ought to be incorporating into your view? Sometimes yes, and that is very valuable. It's possible that they're motivated by ulterior motives that really aren't all that helpful to you, but working hard to take their argument seriously and think about what the best reasons backing them up might be can help you sharpen your argument and revise your opinion, so that you get closer to the truth.

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[0:42:14.5] MB: I was a debater in high school. If my research was correct, I believe you also were.

[0:42:20.0] DM: Yeah. Yeah. Well, good sleuthing.

[0:42:22.3] MB: To me, one of the most powerful lessons from debating is that you have to debate both sides of an issue. You really learn to wrestle with all of the different arguments and not only see both sides, but understand that there's a lot of ambiguity, there's a lot of gray area and many issues are not as cut and dry as it would seem if you're just stuck on one side of the fence.

[0:42:46.8] DM: Yeah. Yeah. That's exactly right. Forcing yourself to argue both sides really provides useful insight into which arguments are strong and which arguments are flimsy, but just feel good, because you're so motivated to be allied with one side or the other.

[0:43:04.9] MB: Yeah, absolutely. Forcing yourself to do that, you really start to – you see the weak points, you see the strong points. This is tangentially related, but touches on the same idea which is another broader theme that I drew from the book, which is this notion – one of my all-time favorite quotes is that wisdom is the tolerance for cognitive dissonance. To me, to be confident in your decisions, to make confident decisions with the right amount of confidence, you really have to have a tolerance for ambiguity and an acceptance that things may be unknowable. The future may be uncertain. Sometimes you have to be able to weigh those risks and still take action, or still make a decision, even without certainty.

[0:43:47.2] DM: Yeah. That balance, it is evident in the decisions of successful investors. People like Warren Buffett talk about placing smart bets, not being able to be sure at the time that you're buying some stock, that it's definitely going to go up in value. But thinking through the uncertainties and using that information to plot the wisest course forward that you can.

[0:44:16.1] MB: I want to dig into one of the strategies you mentioned, because I think it's such an important tool and one that I personally utilize. Tell me a little bit more about what a pre-mortem is and how we can use that to improve our own decision-making.

[0:44:29.6] DM: Yeah. It's a term that comes from Daniel Kahneman in his book Thinking Fast and Slow, obviously a leading light in my field in the study of decision-making. He talks about the value of anticipating why something could go wrong. We all know about post-mortems, where after disaster, you get it together and try to think about what went wrong and how you can avoid it in the future. That's very useful is also vulnerable to hindsight bias, or resulting. The pre-mortem is useful for thinking ahead about risks and doing what you can to reduce their potential impact to protect yourself from them insofar as you can.

The pre-mortem is useful for specifying the probability distribution and the expected value of different possible courses of action ahead of time. It's really useful for documenting the process of your decision. If this is a high-stakes decision, if you're going to invest millions or hundreds of millions in acquiring another company, is that the right strategy? Is it a wise course of action? Well, what's likely to happen? What do we think it's going to do to sales? What do you think it's going to do to morale? What do we think it’s going to do to our growth prospects?

Quantifying those outcomes ahead of time and thinking about the range of possibilities, could it double sales? Could it reduce sales? How likely are each of these things? That is very useful. Then documenting that process such that afterwards when you know the outcome, you can go back and check yourself. Ask, how good a job did we do thinking about this? Have we learned anything in the process that will help us make these sorts of decisions again? The pre-mortem anticipates future problems and tries to build robust strategies for addressing those likely futures.

[0:46:27.9] MB: Concretely, if someone was to create a pre-mortem, what would it actually look like in terms of what are you doing and how are you executing it?

[0:46:36.3] DM: Yeah. It usually begins with invitation to think about a future disaster. How could this turn out badly? If we are going to be conducting a post-mortem a year from now, what are the most likely reasons for that? Identifying and enumerating those reasons, then thinking about how bad they would be, considering what you could do to avoid them and robust strategies that are likely to work out in any event are very useful outcomes of a pre-mortem discussion.

Then committing that to writing in a way that formulates a plan that you can draw lessons from later on, that can also protect you from some of the more pernicious effects of the hindsight bias. An example that I give in the book has to do with risky product development. When Apple developed the iPhone, it was not obvious that it was going to be a homerun success. A number of people, including Steve Ballmer made fun of Apple's big investment in the iPhone. Of course, Apple was familiar with a similar investment in the Newton, a handheld digital assistant from just a few years prior that had been a market flop.

If you're developing some expensive new product, say it's going to cost you several million dollars to develop it, if its prospects for success are not guaranteed, how small are they? Even if the chances are low, just a 10% chance of a big success, the company should want to take that risk. If its expected value is positive, say a 10% chance of a 100 to 1 pay off on your investment, that definitely has a positive expected value. The company should want to take that risk every time.

The individual manager considering that risk has got to be scared. A 90% chance of failure. Well, I've only got one career and if the company's going to punish me, if this doesn't turn out well, I don't want to do that. The company should want to help facilitate those why is expected value bets, even when the probability of failure is high. Doing so depends crucially on what many have called rewarding well-intentioned failure.

If someone makes a smart bet with a positive expected value and they happen to get unlucky, don't fire them. Reward them and truly innovative companies like Apple and 3M have gotten good at celebrating well-intentioned failure. When employees make smart risky bets on which they get unlucky, not firing them, but rewarding them instead.

[0:49:27.8] MB: Yeah, that's really smart. You hinted at something earlier when you're talking about pre-mortems that's a really important side effect of not only specifically using a pre-mortem as a methodology, but really using any written decision analysis, whether it's a decision journal or whatever. Doing that commits your ideas, commits your thinking to writing and it lets you revisit it over time and figure out where were you right, where were you wrong and get some really good feedback in terms of the quality of your thinking and how you can improve it over time.

[0:50:00.5] DM: Yeah. Annie Duke invites us to ask on a bet. You can ask that of others when they make predictions that you think are off, or they make claims that you think you can disprove. You can also ask it of yourself. A decision journal as you described is a great way to do that, where you write down what you think is going to happen. You make a bet with yourself and then follow up later and use that to get better. Learn from that history and sharpen your judgment in order to get closer to perfect confidence.

[0:50:35.0] MB: For listeners who want to concretely implement something we've talked about today, it doesn't have to necessarily be what we just talked about, but really anything from the conversation, for someone who wants to improve their decision-making, who wants to have perfect confidence when they're making decisions, what would one action step be, or one item you would give them to begin that journey today?

[0:50:57.2] DM: One of the simplest and easiest to implement is encouraging yourself to think in probability distributions. An exercise that I've found in my studies again and again and again helps people get better calibrated about their uncertainties is to attach probabilities to them. If you're forecasting what product demand is going to be for some new product a year from now or next quarter, well, think about the range of possibilities. Is it going to be exactly what it was last quarter? How likely is it to go up by 10%, by 30%, by 50%?

Take the range of possibilities, break them up into a set of mutually exclusive and exhaustive outcomes and then assign probabilities to those. That very exercise will help you calibrate your confidence a great deal. You will still be at risk of being too sure, being over precise in how you forecast that future, but it'll help you a lot. Then going back and tracking what happens afterward will help you improve your calibration yet further.

[0:52:03.0] MB: Great piece of advice and such an important component of being a better decision maker. Don, for listeners who want to find out more about you, about the book, about your work, what is the best place for them to do that online?

[0:52:15.7] DM: My website, perfectlyconfident.com. It's got links to blog entries and research papers. It's got an excerpt from the book and some of these exercises that people can go through online to help them calibrate their confidence. It also has links to where you can order the book.

[0:52:33.5] MB: Well Don, thank you so much for coming on the show, for sharing all this wisdom, research and some really great insights around how we can be more confident decision-makers.

[0:52:42.3] DM: Thanks for giving me the chance. It was a fun talk.

[0:52:44.8] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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June 18, 2020 /Lace Gilger
Decision Making
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(B) A Fireside Chat with Guy Kawasaki

June 16, 2020 by Lace Gilger in Focus & Productivity

In this episode, we are joined by Guy Kawasaki for a casual discussion - what we are calling a “fireside chat” where we touch on life, business, and success, and many stories from the trenches of scaling companies.

Guy is the chief evangelist of Canva, a brand ambassador for Mercedes-Benz and an executive fellow of the Haas School of Business at UC Berkeley. He was the chief evangelist of Apple and one of the Apple employees originally responsible for marketing their Macintosh computer line in 1984. He is also the author of Wise Guy, The Art of the Start 2.0, The Art of Social Media, and twelve other books.

  • The difference between thinkers, gurus, and podcasters vs DOERS

  • How to give a speech - 10 slides, 20 minutes, in 30 point font

  • “There’s no rocket science to being a DOER, you have to dive in."

  • Most investors and VC’s have not “done” - you should be a venture capitalist as your last job. 

  • When all the dust settles there are only 2 functions in a company - you gotta make it, and you gotta sell it. 

  • “Life is in the weeds."

  • The breakdown between big ideas and execution - how to we step into implementation?

  • “There was never a grand plan - the truth is that I just feel in love with stuff along the way."

  • “You can always hit the bullseye when you paint the bullseye retroactively on the wall."

  • VC Litmus Test

    • Proven Team

    • Proven Market

    • Proven Product 

  • Two conflicting truths

    • Quick to fail, pivot fast

    • Believe hard and stick it out

  • How do we improve the probability of success?

  • One of the richest veins for successful tech companies - a handful of founders making tech that they want to use, with no regard for the broader market. 

  • Sometimes you should hire people for things beyond just resume and background.

  • Does a lack of social skills correlate with success?

  • How do you “enable people to pay you back?"

  • If you’re gonna ask for something in return, you better really deliver for the person on the front end. 

  • Asking for someone to pay you back creates an upward spiral. 

  • Homework: Build the product that you would want to use. Never ask people to do something that you wouldn’t do. 

  • Homework: Hire people DIFFERENT than you. 

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The games developers and team are constantly updating with new themes and levels so the game never gets old or less challenging. This really keeps you on your toes in a fun way as you need to utilize different characters and strategies in order to succeed. What may have gotten you to a certain point in most cases won’t get you to the next.

You’re constantly engaging your brain with fun puzzles and collecting tons of unique characters. Trust me, with over 100 millions downloads this 5-star rated mobile puzzle game is a must play. So check it out go to the Apple app store or Google Play store on your phone and download best fiends today and start playing.

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Guy’s Website

  • Guy’s Wiki Page

  • Guy’s LinkedIn, Facebook, and Twitter

  • Remarkable People Podcast

Media

  • Author Directory on Entrepreneur, AMEX Trends & Insights, Inc., Huffpost, and BigThink

  • GritDaily - Guy Kawasaki on Secular Evangelism, Working with Steve Jobs and Latest Book “Wise Guy” by Jeremy Ryan Slate

  • Thrive Global - “Author Guy Kawasaki Shares Some Of The Lessons He Learned Working With Steve Jobs” By Jason Hartman

  • CNBC Make It - “Guy Kawasaki: At Apple, ‘you had to prove yourself every day, or Steve Jobs got rid of you’” by Guy Kawasaki

  • The Balance Small Business - “Guy Kawasaki Explains The Art of the Start” by Scott Allen

  • Neil Patel Blog - The Guy Kawasaki Guide to Rocking Your Online Marketing

  • Online Geniuses - AMA with Guy Kawasaki @ Canva

  • Real Leaders - “Wise Guy – 5 Life Lessons From Guy Kawasaki” By Guy Kawasaki

  • Forbes - “Guy Kawasaki Shares His Most Important Career Lessons And Regrets (And His Take On Women In Tech)” by Kathy Caprino

  • Canva PR - Canva welcomes Guy Kawasaki as Chief Evangelist

  • Medium - “These 50 Guy Kawasaki Quotes Will Make You a Better Entrepreneur” by Richie Norton

  • [Podcast] Outside In with Charles Trevail - Guy Kawasaki: Evangelist in Chief

  • [Podcast] Hack the Entrepreneur - Guy Kawasaki on Understanding the Math of Success

Videos

  • Guy Kawasaki YouTube Channel

  • TEDxTalks - The art of innovation | Guy Kawasaki | TEDxBerkeley

    • Lessons of Steve Jobs: Guy Kawasaki at TEDxUCSD

    • TEDxHarkerSchool - Guy Kawasaki - The 12 Lessons I Learned from Steve Jobs

    • Wise Guy--Lessons from a Life | Guy Kawasaki | TEDxPaloAltoSalon

  • Berkeley Haas - Guy Kawasaki: The Top 10 Mistakes of Entrepreneurs

  • Silicon Valley Bank - 12 Lessons Steve Jobs Taught Guy Kawasaki

  • Robin Good - Guy Kawasaki 10-20-30 Presentation Rule

  • MITEnterpriseForum SanDiego - Guy Kawasaki: How to Use Social Media as an Evangelist for Your Business and Here's How I Did It!

  • Tech Talk With Anu - Anu Deshpande/Guy Kawasaki, Chief Evangelist, Canva - Episode 16

  • Evan Carmichael - Guy Kawasaki's Top 10 Rules For Success (@GuyKawasaki)

  • The TIA Channel - Keynote: It's About Meaning Not Money, Says Guy Kawasaki

  • Chase Jarvis - Guy Kawasaki | Chase Jarvis LIVE | ChaseJarvis

Books

  • Guy’s Visual Book Directory

  • Guy’s Amazon Author Page 

  • Wise Guy: Lessons from a Life by Guy Kawasaki

  • The Art of the Start 2.0: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything by Guy Kawasaki

  • The Art of Social Media: Power Tips for Power Users by Guy Kawasaki and Peg Fitzpatrick

  • APE: Author, Publisher, Entrepreneur—How to Publish a Book 1.0 Edition by Guy Kawasaki and Shawn Welch

  • Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki

  • What the Plus!: Google+ for the Rest of Us by Guy Kawasaki

  • Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition by Guy Kawasaki

  • Rules For Revolutionaries by Guy Kawasaki and Michele Moreno

  • Selling the Dream by Guy Kawasaki

  • The Macintosh Way by Guy Kawasaki

  • How to Drive Your Competition Crazy: Creating Disruption for Fun and Profit by Guy Kawasaki

  • Hindsights: The Wisdom and Breakthroughs of Remarkable People by Guy Kawasaki

  • The Computer Curmudgeon by Guy Kawasaki

  • Database 101 by Guy Kawasaki

Misc

  • Guy’s Udemy Class:  The Essential Guide to Entrepreneurship

  • Guy’s Skillshare Classes: Art of the Start: Turning Ideas Into High-Growth Businesses & Art of Growth: Sustainably Scale Your Business

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:12.0] MB: Hey, it’s Matt. I’m here in the studio with Austin and we’re excited to bring you another business episode of the Science of Success. We just launched Season 2 of our business episodes. If you want to learn more about what these are and why we’re doing them, be sure to check out the Season 2 teaser that we recently released. With that Austin, tell us a little bit about how these episodes are different than our traditional Science of Success episode.

[0:00:35.8] AF: Yeah. It's important to note that you're still going to get all the great content you've come to know and love from the Science of Success every Thursday. These are bonus episodes with added value, specifically centered around business. We've interviewed some true titans of business and multiple industries from multiple walks of life. What we're going to focus on are the habits, routines and mindsets that made them successful titans that they are today. That said, these are lessons, routines, stories, best practices that anyone can learn from and apply to their life. You don't have to be a business owner. You can be an employee. You can be a student, or you can of course be a business owner, but come check them out. You're going to come away with a ton of valuable takeaways, but we do have a bit of a business focus on these specific business episodes in Season 2.

[0:01:19.4] MB: With that, let's get into the episode.

Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we're joined by Guy Kawasaki for a casual discussion what we're calling a fireside chat, where we touch on life, business, success and many stories from the trenches of building companies.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

How do you stop being a victim, take responsibility and make your life the life you want it to be? In our previous episode, we uncovered the universal principles of success with one of the world's top success experts, Jack Canfield.

Now for our fireside chat with Guy.

Guy Kawasaki is the Chief Evangelist of Canva, a brand ambassador for Mercedes-Benz and an executive fellow at the Haas School of Business at UC Berkeley. He was the Chief Evangelist of Apple and one of the Apple employees originally responsible for marketing their Macintosh computer line back in 1984. He's also the author of Wise Guy, The Art of the Start 2.0, The Art of Social Media and 12 other books.

[0:03:10.6] MB: Today, we have another legendary guest on the show, Guy Kawasaki. Guy is the Chief Evangelist of Canva, a brand ambassador for Mercedes-Benz and an executive fellow of the Haas School of Business at UC Berkeley. He was one of the Chief Evangelists of Apple and one of the Apple employees originally responsible for marketing their Macintosh computer line in 1984. He is also the author of Wise Guy, The Art of the Start 2.0, The Art of Social Media and 12 other books. Guy, welcome to the Science of Success.

[0:03:41.7] GK: Thank you. Thank you for having me.

[0:03:43.7] MB: Well, we're so excited to have you on the show today. Obviously, you're a tremendously successful entrepreneur and you've done so many different things in the business world. It's truly an honor to have you on the show.

[0:03:54.6] GK: The honor is all mine. Yeah, at least it's mutual. How's that?

[0:04:00.3] MB: The funny thing is I know one of the new projects that you've kicked off is that you recently launched a podcast of yourself. Funny enough, I don't know if you went back and looked at some of the archives of previous guests we've had, but we actually have a common guest already; Phil Zimbardo.

[0:04:14.8] GK: Oh, really? Oh, cool.

[0:04:17.3] MB: Yeah, that's right. Such an interesting guy and I mean, truly one of the luminaries of psychology and such an important foundational piece of psychology research that really transformed.

[0:04:29.1] GK: I have him. I also have Steven Pinker now scheduled.

[0:04:33.7] MB: Oh, that's awesome.

[0:04:34.7] GK: Yeah, but wait. It gets better. This Thursday, I’m interviewing Andrew Yang.

[0:04:40.3] MB: Oh, that's amazing. You've had some incredible people on the show. I mean, you have what, seven or eight episodes now?

[0:04:46.2] GK: Not even. I have five. Since you're into psychology, you'll also know tonight's guest. Tonight's guess is Bob Cialdini.

[0:04:53.7] MB: Oh, of course. Yeah, he's a previous guest on the show as well.

[0:04:56.3] GK: Oh, so there are two. Yeah.

[0:04:57.9] MB: Nice. We'll probably have some more, I know. One of the things actually that I think really this might be incorrect, but seems like really motivated you to create your podcast and I’ve seen you talk about this in TED Talks and write about this in some of your work is one of the things I really respect and enjoy about a lot of your thinking around business is that many of the things that you talk about and share around starting companies and entrepreneurship are really about a lot of these things, like growth mindset and grit and all of these what I’ll call soft skills, or things that a lot of business literature, a lot of business speakers and thinkers never even mention, or touch on, or bring into the conversation.

[0:05:37.4] GK: Well, I have a theory why that's true. It's because so many of these thinkers, speakers, podcasters, they come at it from they are thinkers, speakers, podcasters and gurus. They're not doers. My direction is I’m a doer who has a podcast, as opposed to a podcaster who's interviewing doers. It's a very different orientation.

When a podcaster or a guru says, “Well, you need to have vision and passion,” and everybody writes that down, that's like a, “Duh.” I’m like, “Oh, thank you God for telling me I need vision and passion. I thought I needed other things.” I think a lot of this stuff is just total bullshit. After you write it down, a week later you go back and you say, “Well, okay. So now what?” The nature of my writing and my information and hopefully my podcast is not you need vision and passion. It's more like, well, you need 10 slides and you need to be able to give those 10 slides in 20 minutes and your smallest font is 30 points. Now that is actionable.

[0:06:56.5] MB: I really like that. That's a 10-20-30. 10 slides, 20 minutes, 30 point font.

[0:07:01.4] GK: There's no BS there, right? You're either 10-20-30 or you're not. It's not about oh, yeah. No entrepreneur ever said, “I’m not passionate. I don't believe. I don't work hard.” Everybody says that. It's meaningless.

[0:07:14.7] MB: I totally agree. There's so many platitudes out there in the business world and all the content that we see. Let's come back to this thing you talked about a second ago, this idea of being a doer. Tell me more. What does it mean to be a doer and how can we step more into doing and to taking action?

[0:07:31.6] GK: I don't think there's any rocket science there. I mean, you just have to dive in. You have to start companies. You have to ship products. I think that's one of the fundamental flaws of most venture capitalists and most venture capitalists are not or have not done. Many young people ask me, “So how do I become a venture capitalist? How do I join that career?” The answer is you should be a venture capitalist as the last job before you die, as opposed to the first job.

A good venture capitalist will have been there and done that and can actually advise from a position of experience. If you went to Yale as an undergraduate, went to Wharton for your MBA, worked at Goldman Sachs and now you're a venture capitalist. Where along in your career did you ever have to pitch a company, finish a product, introduce a product, beg for distribution, beg for sale, pray to the Apple Gods that your app is approved? Where in that Goldman Sachs, Wharton, Yale history of yours did you ever have to do any of that? Now you're going to be a venture capitalist and you're going to tell other people like you how to do it? I don't think so.

[0:08:49.8] MB: Such a good perspective. For someone who has that trajectory and they want to start to really build the specialized skills of shipping, of selling, etc., what of those skills would you say in your experience, and you have a tremendous background, would be the most valuable skill set? Do you think it's selling? Do you think it's shipping a product? Where across that would you focus?

[0:09:13.4] GK: When all the dust settles, a startup, there's only two functions. You got to make it and you got to sell it. That's it. If you are an engineer, then you have to find someone who can sell. If you can sell, you need to find an engineer to make. I mean, that describes Steve Wozniak and Steve Jobs. Either one of them without the other could not have succeeded. It comes down to those two skills. If you look around the room and there's not somebody to make it and somebody to sell it, well you don't belong in the room.

[0:09:50.6] MB: Yeah. Such a crystal clear distinction and really cuts through a lot of the BS that we hear about businesses. You're either on the making side or the selling side, right? You got to figure out how to really dig into the weeds on either one of those.

[0:10:04.7] GK: That's it, because life is in the weeds. I had a discussion today with an entrepreneur and she wanted to discuss, “Oh, the pillars of our company; sustainability and quality and this stuff,” which I don't disagree with. I’m not saying well, you should have low-quality, you should have sucky design and you should be socially irresponsible. That's not what I’m saying. I’m saying that when somebody gets up in the morning, I don't think they're saying to themselves, “Geez, if I just could find a socially responsible app to manage my time, or if I could find a socially responsible skateboard.” I don't think that's what goes through people's minds.

[0:10:47.6] MB: Definitely not.

[0:10:49.2] GK: It doesn't go through my mind, I’ll tell you that.

[0:10:51.4] MB: The upshot of that is that we really have to think about and frame when we're selling within what actually makes sense for whoever the end user is, who the buyer is. They're not thinking about it.

[0:11:04.4] GK: It's a matter of prioritization, right? Think something, you're starting a t-shirt business and you have great design t-shirts. That to me is 95% of the battle. Now if you have a great design t-shirt and you have a sustainable model that it uses hemp, or I don't know what it uses, eco-friendly dyes and all that. When somebody walks into the surf shop or the skateboard shop and sees your t-shirt, the first question is going to be, “Is it cool?” Not, “Are the dyes ecologically responsible?”

Again, I want to make this crystal clear. I’m not saying you should pollute the earth. I’m saying that you got to think about the customers’ unconscious or conscious top priorities. Everything else after that is cream.

[0:11:56.9] MB: That's a great example coming back to the quote you said earlier, I thought was so profound and yet really simple is this quote that life is in the weeds. So often, especially when you're thinking about starting a business or something like that, you create these big ideas and these pillars and all of this strategy and yet, really most often when a company or startup struggles or fails because there's a massive breakdown between the big idea and the execution or the strategy and the implementation.

[0:12:28.5] GK: I’m about to publish the interview with Steve Wozniak of Apple for my podcast. From the outside looking in in 2020, you could say, “Wow, the founders of Apple had a vision where they're going to have a personal computer that empowers people and then there'll be a handheld device, there'll be a phone, there'll be a music player and there'll be a tablet, there’ll be retail distribution, there’ll be an app store.” They had this vision of how they’re going to grow the company and achieve worldwide domination.

Well, nothing could be further than the truth. I mean, Woz fell in love with making computers, HP rejected the idea five times. He went to the Homebrew computing company and they loved all the fact that you can now do something with a computer. You didn’t have to work for NASA. The first order was something like $50,000 for Apple-1’s. I mean, that’s the nature.

Now 25 years later, you can reinvent history, especially if you're Apple and you can say, “Yeah, we always had this idea for this total ecosystem and all that.” God bless you. You can reinterpret history. Let's be honest. At the start, it's two guys in a garage, two gals in a garage, a guy and a gal in a garage. They're making something cool, or neat, or necessary, or fun. They don't have these grandiose plans.

[0:14:01.3] AF: What's up, everybody? This is Austin Fable, producer and co-host of the Science of Success. This episode of the science of success is brought to you by the mobile app Best Fiends. That's best friends, but without the R. Best Fiends is honestly one of the best mobile games I've ever played. If you're looking for a truly fun and engaging way to pass the time while enjoying a great story, some awesome visuals, Best Fiends is absolutely for you.

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[0:15:43.5] MB: In the companies that you've worked with and you just shared an example from Apple, how have you seen people successfully start to step into execution and really bridge that gap between the grandiose vision that you see in the pitch deck and what the actual on-the-ground activities of the business look like?

[0:16:03.8] GK: Well, first of all, I don't think you should have a grandiose idea in the pitch deck. If you were pitching Apple, you would say, “We want to make a personal computer,” as opposed to, “We want to what? Revolutionize the Information Age?” Listen, after you’re a trillion dollar company, hallelujah. Say that you wanted to revolutionize the Information Age. But when you're trying to raise your first million bucks trying to make a computer, you're trying to sell cool t-shirts, you're trying to enable people to make graphics online, like Canva, that's what you're trying to do. Don't put grand visions in your pitch there. You will lose credibility.

[0:16:38.8] MB: Great insight. I want to come back to your journey at Apple, because it's such an amazing story. It's such a fantastic time and place and in the history of our society in many ways have been – it’s a incredibly novel event and experience. For you personally, what was the inflection point in your career that you went from being average Guy to Guy Kawasaki?

[0:17:05.6] GK: First of all, I hardly put myself into the category I think you just put me in. In my estimation, the people who are that lofty are maybe Walt Disney, Steve Jobs, Thomas Edison, Elon Musk. That's four. I would be hard-pressed to come up with many more. I'm not in that category. I just told somebody the other day. It's funny. Now I have this podcast called Remarkable People and I have people like Margaret Atwood, Jane Goodall, Wozniak, Andrew Yang is going to be later this week. I have people like that quality. All of a sudden, as my podcast is getting more popular, the funniest thing is happening, which is people are saying, “You know, I listened to your pocket with Jane Goodall and I think I'm remarkable too. Can I be on your podcast?”

This is not Richard Branson asking this question, okay. This is Joe Blow from Blow Industries who wrote the Blow Away, self-published by Blow Publishing. I don't even know what to say. I mean, for someone to think that they are in the category of Jane Goodall, or Margaret Atwood, or Steve Wozniak, you  know the old saying that you wouldn't want the club that would have you? You ask the question, when did I tip and become this amazing person? It's not clear to me that I've tipped.

I don't consider myself remarkable enough to be on the Remarkable People Podcast, except as the host, as a post-guest, okay? There has not been that event. One could make the case for me that I was successful, invisible, evangelizing Macintosh. This is back in the 80s. Very sarcastically, perhaps for even realistically, I am living proof that if you do one thing right, you can coast for a long time.

[0:19:05.3] MB: That's a great perspective. I mean, you've obviously done, in many ways, you did a tremendous job of leveraging your experience at Apple and taking that to a much larger stage. How did you, even especially after you left Apple, how did you think about the transition from that and how did you capitalize on your experience there to get springboard?

[0:19:26.6] GK: You might not want to actually publish this podcast after I tell you all these things.

[0:19:31.2] MB: Oh, we want the nitty-gritty stuff.

[0:19:32.6] GK: Okay. I will tell you the nitty-gritty. There was never a grand plan. It's not like I had this architecture and vision for my career that said, “Okay. You're going to start off in Hawaii. You're going to get into Stanford. From Stanford, you're going to meet somebody and because of nepotism, he's going to give you a job at Apple not because you're qualified. Oh and by the way, before you join Apple because of nepotism, you're going to spend a time in law school where you drop out and then you're going to go get an MBA. While you're getting an MBA, you're going to work for a jewelry manufacturer schlepping gold and diamonds and that's going to prepare you for your Apple evangelism career.” That's a major disconnect right there.

“Then now that you're in Apple, you're going to leverage your visibility at Apple as an evangelist to become a tech entrepreneur. Once you become a tech entrepreneur, then you're going to become a writer and a speaker and then you're going to go back and try to become a venture capitalist and then you're going to do some more tech entrepreneurship and then you're going to do more writing and speaking. Then some people from Sydney, Australia are going to reach out to you out of the blue because they saw you using their product and they're going to ask you to join Canva. Because you're omniscient and omnipotent, you knew that Canva would be a success and today Canva is one of two or three Australian unicorns. You knew that was going to happen, so you pick Canva.”

If you want to believe that's the trajectory of my life, God bless you. The truth is I just fell in love with stuff along the way. I fell in love with Macintosh. I was desperate for spending cash when I was at UCLA, so I started counting golden diamonds. Then nepotism, I got hired at Apple and I fell in love with the database and I got pissed off at Apple, so I left Apple to start a database company. Then I fell in love with social media. Along the way, I got frustrated so I wrote a book that was cathartic. Then these people reached out to me via Twitter about Canva. Then I wrote a book called Wise Guy. In my interviews with Wise Guy, where I was the interviewee, as opposed to the interviewer, I talked to many people who ran business podcasts.

I said, “So what's your model?” They said, “Well, my model is I sail six ads per podcast. Two in the front, two in the middle, two in behind.” I said, “Okay. How much do you make per ad?” He said, “Well, the one at the beginning 15 to 20. The one in the middle 10 to 15. The one at the end, 5.” I'm doing the math and I said, “Okay. There's 15 and 15, 10 and 10, 5 and 5.” We're talking 40, 50 grand. I said, “You're telling me you're making 50 grand per episode times 52 episode, you're doing 2 and a half million a year?” They said, “Well, yeah. Kind of.” I said, “Why am I writing books? I should be a podcaster.” “God bless you. I hope you get that numbers too.” I don't have those numbers hitting podcasting. I don't have any revenue from podcasting yet.

I'm trying to tell you that I fell in love, because I love the medium. Unlike a book; you work on a book for a year, it takes another year to get it published. Two years later, you have something that's static. You get one advanced. If you're really lucky, you might get more than the advance, but most likely you only get the advance. For two years you work and you get your advance.

Or with podcasting, I mean, you can sell advertising 52 times a year, every year. Like two years ago, would I have written a book that included an interview with Andrew Yang? I don't think so. Who was Andrew Yang two years ago? With podcasting, I'm going to interview him on Thursday, the podcast will be out next Tuesday. What can you turn around that fast? I'm giving this 15-minute explanation of why there was no plan to my career. I just fell in love with stuff and did it.

[0:23:36.6] MB: Well, I think that's a really important lesson, right? Many people think that there's a grand plan, or there's a narrative, but the truth is and Steve Jobs said this in his famous commencement speech that the dots only makes sense in reverse. You can only connect them looking back. The lesson of that is fall in love with things and pursue them and find what's interesting to you and spend time on it.

[0:23:57.8] GK: Yeah, but to be fair, the career strategy of get lucky is not exactly too useful. I think in Silicon Valley, the way we work is we throw a lot of stuff up against the wall. A few of them stick, then we go up to the wall and we paint the bullseye around that and we declare victory. We say, “Oh, I hit the bull's eye.” You can always hit the bull's eye if you paint the bullseye after you see what's stuck in the wall.

Listen, when Canva has a liquidity event, knock on wood, it'll be highly successful and I'll make a boatload of money. I'm going to retroactively tell the story that I knew Canva would be successful. I knew. I knew it. I knew the team was good. I knew the market was good. I knew the technology was good. The truth is they reached out to me and I got lucky.

[0:24:49.7] MB: Do you think that people can manufacture their own luck?

[0:24:53.0] GK: Depends how you define the word manufacture. Let's take the case of Canva. Lots of factors happen there. One is my social media person was using Canva. Thank God, I had a social media person who knew what she was doing, who had the good sense and judgment and taste to use Canva. What do you call that? You call that luck or skill in having a good social media person, recognizing talent?

Then I had to be open enough where if you use the traditional test, you'd say, “Well, is this a proven team? The Canva team six years ago, not proven. Was it a proven market? No. Was there proven technology? No. Were there a huge competitor that could scare the crap out of you? Yes, Adobe. If you look at all of those things, you would’ve said, “There's no way you should do Canva.” Yet, here we are. I think as I get older, I’ve come to the belief that it's better to be lucky than smart.

[0:25:52.4] MB: Very interesting. The flip side of that though is that Canva didn't reach out to me and asked me to be their chief brand evangelist. Through serendipity, through hard work, through random chance, through a combination of all those things you built a platform over time that made you an attractive candidate for that.

[0:26:11.2] GK: Yes, that is true. I don't want you to think that 20 or 30 years I sat down and I said, “I have to make myself into a brand and be visible, so that opportunities will find me.” Maybe some people are that cogent and smart, but not me. I just did what I had to do to make a living and enjoy myself.

[0:26:34.5] MB: I think there's some really interesting lessons that come out of that. It's a great perspective and it's contra to a lot of what you hear people talking about and sharing.

[0:26:42.6] GK: One of the dangers, I will tell you about listening to a podcast like this with a person like me, but really any podcast with any person is it's very tricky to understand the difference between a good story and the truth and probability and whatever, right? To give you a very cogent choice that many entrepreneurs have to pick, there's two streams of thought. One is you're quick to fail, you pivot fast. The other theory is you believe and you gut it out. People tell you, it'll never work, it can't be done, but you believe that you stuck it out. Or you try this, it didn’t work, you pivot it quickly.

Now those two things are 180 degrees apart. Which one is the right way? Well, it depends on which story you heard, right? It's very difficult to do anything scientific, where you're controlling all the variables and testing a hypothesis. Equal T, equal technology, equal market, equal everything, one team pivots, one team sticks it out, let's see what happens. You cannot conduct that experiment.

I just caution listeners of this podcast and really any podcast is don't believe that a good story is necessarily scientifically sound. On the other hand, every once in a while there is a Black Swan. There is a unicorn. It happens. Just be cognizant of the difference between correlation and causation and the self-selection. You only hear about successful people on podcast, because guess what? People like you don't ask failures to come on your podcast.

[0:28:36.9] MB: Again, I think that's such an interesting take on it and the survivorship bias is obviously true. There's so many factors out there when you're trying to evaluate why was someone successful. How did they achieve what they achieve? Was it luck? Was it skill? Was it chance? Was it hard work? I mean, in many ways, all of these questions and thoughts have formed the foundation for this podcast. That's why we embarked on the journey and tried to figure out if we look across a wide array of phenomenon, everything from athletics, to neuroscience, to psychology, to business, can we pull out some commonalities? Can we find a few threads that in some ways, even in hindsight, connect the dots? Is science a perfect guide? Certainly not. I try to get the ground as firm as I can get it to take another step and then figure out where the next step is going to go from there.

[0:29:28.8] GK: I think I can offer some insights in how to at least improve the probability of success. I think that one of the richest veins for successful tech companies is a guy, a gal, two guys, two gals, a guy and a gal who are making the product that they want to use without any indication that it's any more than those people who want to use it. Now that sounds completely anti-MBA market research, etc., etc. I realize what I’m saying.

I think if you look at history, that's one of the richest veins that two people created something they wanted to use and come to find out they weren't the only two people. You could make the case that that describes Apple. That is very different from, or let's read the latest edition of Wired and Wired says, “The Internet of Things will be big, so let's go make an Internet of Things company.”

I also think that in terms of hiring people and finding people, the common wisdom is you look for people with the relevant work experience and the relevant educational degree. I would make the case that if you do that, you're going to shut yourself off from some of the most talented people in the world, who on paper don't have a PhD from Yale or Carnegie, Mellon or Stanford, haven't worked in the industry, aren't so-called proven. I think you look for people who get it and love it and want to dent the universe and want to change history and want to create a device they want to use. That should be at least a third quality. If you were to ask me, will stack rank the qualities? Let's call that quality in general passion, or love of what you do. I would rank that above education and work experience.

[0:31:30.8] MB: Both of those are great pieces of advice. Obviously, you have come from the trenches of many Silicon Valley startups and seen what has really worked, what hasn't worked. I’m curious, do you think that for example, the two founders, or handful of founders building something for themselves, do you think that there's almost a selection bias inherent in that model in the sense that a number of massively successful companies have followed that, but maybe the proportion of companies that pursue that that succeed might actually be lower than the companies that would say, or the cold capitalist MBAs that go after whatever the hot new market segment is?

[0:32:10.4] GK: If I had the bandwidth, you could probably test that theory. I don't know the answer to that theory. This gets back to what I said a few minutes ago. If you look at Silicon Valley, or you say well, two guys started Apple, two guys started Google, two guys started Yahoo, we're seeing a pattern here. Not that it's two men, because I wish that were true. I wish I could cite as many examples of two women starting. It's not the gender necessarily, as much as it's two people, one maker, one seller, creating the product they want to use, they were an unproven team in an unproven market with an unproven technology.

Besides that, it was guaranteed that they would succeed and that's the richest vein. I’m not saying it's a 100% vein, but I think for entrepreneurships or entrepreneurship, it's all about increasing the probability. I’m not suggesting you just randomly drill a hole wherever you can.

[0:33:20.4] AF: This episode of the Science of Success is brought to you once again by our incredible sponsors at Brilliant. Go to www.brilliant.org/scienceofsuccess to learn more. For a limited time, the first 200 of our listeners to sign up get 20% off an annual premium subscription. Brilliant is a math and science learning platform and their mission is to inspire and develop people to achieve their goals in STEM learning. I love it.

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Go check them out today. Brilliant is giving away 20% off their premium annual subscription to our first 200 listeners, to go to www.brilliant.org/scienceofsuccess. Go today get started. Again, that's www.brilliant.org/scienceofsuccess.

[0:34:47.9] MB: Coming back to one of the opposing mental models that you shared earlier on, whether we should pivot quickly or whether we should stick it out and be die-hard believers, where do you fall on that spectrum and where have you seen companies be the most successful?

[0:34:47.9] GK: I am completely confused by what one should do, because for every example of one, I can find another example. A mini-example, when Apple started the Apple Retail Store, every expert in the world said there's no freaking way that Apple can be successful paying those shopping mall rents for a single product company, or a single brand company. Apple believed and stuck it out and here we are today.

On the other hand, Google started as a IT consulting company, not a search engine. That's an example of pivoting. I don't know if there's a right answer that you should pivot or you should stick it out. The only way you're going to know is experimentation. The problem is that you and I are only going to hear about the successes. That's going to color our judgment. It could be that the only company that ever pivoted succeeded, so why are we telling everybody, “Well, look at that company. See why pivoting is the right way to go?”

[0:36:06.8] MB: I really like the point about embracing experimentation and figuring things out. To me, even you cited earlier Thomas Edison as an example of a truly luminary thinker and achiever. One of my favorite psychology studies is the research from Dean Keith Simonton that Adam Grant really popularized in the book Originals, around the output of creatives and it comes back to what you said earlier about how startups and successful startups in Silicon Valley really are just throwing things against the wall and then painting the bull's eye afterwards.

In many ways, a lot of the research around whether its patent grants, or musical compositions, or famous art, the most successful, most well-known, most eminent creators is the term they use in the research, were people who had an insane amount of output; thousands or tens of thousands of pieces of work. A handful of those happen to be really successful. Even amongst those great creators, another really interesting thing that I found was that they didn't have any ability to foresee in advance whether their work would be the success.

Even if they hit a homerun, even a Mozart would put out a piece and say, “This is my magnum opus,” and then it would flop and he would have some composition he wrote in 15 minutes that was a throwaway that ended up becoming a masterpiece.

[0:37:23.0] GK: Well, and it could also take a hundred years before the masterpiece is recognized, right?

[0:37:27.1] MB: That's totally true.

[0:37:28.6] GK: I thought of another thing. I thought of another indicator of the potential for success, which is poor social skills. I would make the case that entrepreneurs who are not the shuck and jive popular high school quarterback, prom queen are the successful ones. I think it's the nerds with dyslexia, ADHD and Asperger's who build great companies.

Another thing you could look for is that they come from poor families. I think there's a logic to be said that the great companies are started by first or second-generation immigrants. By the time you get to the third or fourth generation, those people are silver platter kids. I’m not saying that I’m not guilty of this, okay? I’m just telling you that if you look at it, well the first or second generation are the ones who've really built the business. By the third generation, they were in the right preschool, they were right in the private school, they were choosing between Harvard, Dartmouth, Yale and Brown and then they were choosing between Carnegie Mellon and University of Chicago and Wharton for their MBA. Then they had offers from Goldman Sachs, and JP Morgan and Morgan Stanley and Accenture and McKinsey. That's the third and fourth generation.

I guess I’m telling you to look for the downtrodden masses who are socially not as accepted. Having said all that, one of the ramifications of today's political system is it's completely geared against preventing those immigrants, which is going to bite us in the ass.

[0:39:20.2] MB: I want to change gears a little bit and come back to something that you said in a TED Talk of yours that I found really interesting that I wanted to explore a little bit more, which was the idea of enabling people to pay you back. Tell me a little bit more about that, because I thought it was really insightful.

[0:39:36.7] GK: Well first of all, that idea, I stole from Bob Cialdini. I want to give credit where credit is due. Bob Cialdini’s theory is that society is built upon reciprocation. I don't mean the quid pro quo, tit-for-tat, you find dirt on Biden, I’ll send you military aid. I’m not talking about that reciprocation. I’m talking about karmic, good, do good in advance, you show appreciation reciprocation.

A lot of people believe that the ultimate form of the highroad is you did a favor for me, I want to thank you and that's it. Then the person you're thanking says, “Oh, yeah. You're welcome, but forget about it. There’s no problem. It was my pleasure.” That's not the optimal situation. The optimal situation is the person that has received the favor tells you how to pay you back, so that you can pay the person back, clear the decks and then you can do more for each other.

Here's a real-world example. Let's say that you thank me for appearing on your podcast. I say, “Hey, no problem. It was only an hour. I enjoyed myself. It was a good opportunity for me too.” Okay, that's one answer. The better answer is, “You know what? Yeah. I was glad to be on there. I hope I provided information for your listeners. By the way, I just started my podcast. How about in your podcast, you tell people to listen to my podcast.” That's a better answer. It's a better answer for me, because well obviously, I get more promotion. It's a better answer for you too, because now you can say, “Huh, I can help Guy back.” Then the next time you contact me I’ll say, “Huh, that guy reciprocated. I should help him again.”

[0:41:29.5] MB: I love that. Yeah, starting off a positive chain of reciprocal helping each other. It reminds me of, I don't know if you've ever heard of kidney chains, or when people go to a coffee shop and they buy the coffee for the person in front of them and then a similar, creates a chain of positive sentiment and paying it forward essentially.

[0:41:48.6] GK: I like that theory. I think it's a very cute story, but that's not exactly what I’m saying. I’m saying that if somebody does something for you, it's okay for you to tell them how to pay you back. You are doing them a favor. That's different than I buy coffee for the next person in the Starbucks line.

[0:42:08.4] MB: Yeah. I totally get what you're saying. I think that's a great perspective. In many ways, I feel in our society, it's so hard to ask, right? To ask for a favor, to ask for something. There's almost a little bit of a social taboo against doing that. How have you pushed yourself through that, or made it so been able to get yourself to ask for something when the social convention prevents you from doing that?

[0:42:31.1] GK: Sometimes it drives my wife crazy that I do this, but I don't know. I mean, I’ve never had somebody say, “How dare you ask?” I’ll tell you one thing one, of the ramifications of having this attitude is that if you know you're going to tell the person how to pay you back, I think it encourages you to help more at the front, because if you're going to ask for something in return, then you say, “I know I’m going to ask for something in return. I better really deliver now.” Maybe it's an upward spiral. It makes everything better. You do more, you get more.

Let's paint the other position, right? Let's say that you never listen to this podcast, it's never occurred to you to tell people how to pay you back. You're sitting there and you're a zero-sum game, closed mindset, a non-growth mindset. You think, “Huh, why should I do this asshole a favor? I mean, I’m never going to get anything back. It's never going to help me.” Or you can say, “Hey, I’m going to ask them to help me so sheez, I should do something really great for him, so he does something really great for me.” I mean, you could say I’m being manipulative and all that, but I don't know. I mean, I’ve developed a lot of close relationships because of that attitude, I have to tell you.

[0:43:53.5] MB: I think categorizing it as an upward spiral is a really thoughtful way to think about it. I also really like the perspective of if you know you're going to ask for something on the back-end, it really drives you to make sure you're delivering as much value as possible in the front-end.

[0:44:08.4] GK: Yeah. I mean, I think that's a good outcome.

[0:44:11.5] MB: That's a great outcome.

[0:44:13.0] GK: Canva has broader terms as customer service. If you know you're going to ask for something back, you probably would do something good in the front. I don't have a problem with that. I hope that's the worst thing people ever figure out.

[0:44:25.4] MB: For somebody who's listened to this conversation and maybe either an entrepreneur, an aspiring entrepreneur, what would be one piece of homework that you would give them as an action step to implement some of the things that we've talked about today?

[0:44:40.8] GK: Is this person who's listening an entrepreneur in a startup? Who is this person?

[0:44:47.1] MB: Yeah, I would say either somebody who wants to become an entrepreneur, or someone who's maybe early in their career and has just started a company, or has an early stage company and is looking to grow it.

[0:44:59.5] GK: Number one, consider the development philosophy you're building the product that you want to use. I think that's as I said, the richest vein, I would be very susceptible where you're saying, “I’m going to build a product that I would never buy.” I can't wrap my mind around that. “I’m going to help Canva create a product I would never use.” How can you evangelize something that you know you wouldn't use?

Build something that you would use, or even better, you would love. I also think that you should never ask people to do something that you would not do. If you're saying, “Well, we have a free product, but you have to give us 25 fields of information and your credit card number, just so we can verify your identity.” Who among us would do that for something free? Don't ask anybody to do that.

When I go to a website and they say, “Well, you got 30-day free trial, but give us your credit card now.” It's like, “Oh, God. You‘re telling me I’m going to give you my credit card now, on the 31st day you're going to bill me and then you're going to make it impossible for me to get the refund and to stop your billing.” I have to report the card lost. A third piece of advice is you should hire people who are different from you, not the same. If you're all male, white, tall, Ivy league-educated from trust funds in your company, you are going to fail. You need people who are from different walks of life, different perspectives, different experiences, somebody's good at making, somebody's good at selling. There should be a great deal of heterogeneity in a company, not homogeneity.

[0:46:43.0] MB: Great advice. Really, really good perspective. For listeners who want to find out more about you, about the awesome new podcast that you just released and all the exciting people on there, where can people find you and your work online?

[0:46:56.3] GK: Guykawasaki.com is where much of the information about me is, but that's brochure ware. If you really want to find out on a very personal, non-professional level what I’m doing, it's Instagram. If you really want to find out what I’m feeling passionate about and right now I’m highly political, it’s LinkedIn. If you want to tap into my ability to connect to people and get them to do interviews, which I don't know how I do it, but somehow I’ve done it, and to find interesting people, then my podcast. I would say the bulk of my intellectual effort right now is my podcast. For that, people should go to remarkablepeople.com.

[0:47:46.6] MB: Awesome. Well, Guy. Thank you so much for coming on the show, for sharing your story and all of this wisdom. It's been a great conversation. Thank you have a good one.

[0:47:55.4] GK: Bye.

[0:47:56.0] MB: Bye.

[0:47:57.1] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

June 16, 2020 /Lace Gilger
Focus & Productivity
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Jack Canfield: How To Apply The Universal Success Principles

June 11, 2020 by Lace Gilger

How do you stop being a victim, take responsibility, and make your life the life you want it to be? In this episode, we uncover the universal principles of success with one of the world’s top success experts, Jack Canfield.

Jack Canfield, known as America's #1 Success Coach, is the co-author of more than 200 books, including, The Success Principles™: How to Get from Where You Are to Where You Want to Be, The Success Principles Workbook, and the Chicken Soup for the Soul® series, which includes 40 New York Times bestsellers and has sold more than 500 million copies in 47 languages around the world. He holds two Guinness World Record titles and is a member of the National Speakers Association’s Speaker Hall of Fame.

  • Are the principles of success universal or idiosyncratic to individuals?

  • The people who are super successful all do similar things. 

  • The activities, worksheets, and exercises you need to execute for success. 

  • There are universal principles of success, and if you apply them, they work. 

  • 4 phases of consciousness:

    • Victim

    • Learn the laws of success 

    • Discover the universal force

    • Discover that you are part of the universal force 

  • “If it happens on time its called education, if it happens late it’s called therapy"

  • Take 100% Responsibility for Your life and Your Results

    • E + R = O

    • Event + Response = Outcome 

  • It’s not the event that determines who you are, it's your response to the event. 

  • You’re not a victim, you’re never a victim.

  • Five Ms of Success

    • Meditation

    • Mindfulness - stop, scan your body every hour

    • Movement - move every day

    • Mastery - stay present, working on what you’re good at

  • How do you stop being a victim, take responsibility, and make your life the life you want it to be?

  • Blame and excuses don’t produce useful outcomes, you have to TAKE RESPONSIBILITY.

  • Would you rather be happy or rather be right?

  • It never serves you to be a victim.. and you will stay stuck as long as you keep doing what you’re doing. 

  • Ask yourself: WHO DO YOU BLAME FOR WHAT IN YOUR LIFE?

  • You have to give up BLAME and you have to give up COMPLAINING. 

  • You don’t complain about things you can’t change. No one complaint about gravity. 

  • Complaining doesn’t ever get you what you want… but it’s risk-free. 

  • Doing the thing that gets you what you want requires you to take a RISK

  • Excuse making holds you back massively from being successful.

  • Awareness + Risk = Success 

  • Most people are not successful because they would rather be COMFORTABLE than do what is NECESSARY to be successful. 

  • Ask for what you want, and ASK BIG. 

  • Howard Schultz was turned down by 217 banks before he was able to get the capital to open his first Starbucks store. 

  • Most risks are not nearly as big as you think they are. 

  • Get over the fear of rejection.. you already have a NO if you don’t ask. 

  • You have to take risks to go to the next level. 

  • What’s a one-year goal that would be a quantum leap or a breakthrough for your life?

  • Find 3 things that would help you get to your goal.. and get 9 people to say no to each thing.

  • It’s a number game.. the more people you ask the more likely you are to get a yes. It's the law of probabilities. 

  • No’s aren’t personal, often people just aren’t in a position to give you a yes. 

  • You can even follow up back with people who’ve already told you no. 

  • ASK ASK ASK ASK ASK ASK ASK ASK ASK ASK ASK ASK

  • Become an ASK-HOLE. Ask for what you want. 

  • “If you can’t, you must”

  • There’s nothing to be afraid of, it’s just your mind scaring you. 

  • ASK: “ I would really like to ______, but I scare myself by imagining _________ will happen if I do."

  • When you’re feeling fear, say to yourself: "Oh what the heck, go for it anyway."

  • The only question people ask after they do the thing they were afraid of is “why didn’t I do this sooner?"

  • Homework: Do the thing you haven’t done. TAKE ACTION. It’s not enough to know these things, you have to take action to fulfill your goal. 

  • The Rule of 5 - Once you have your breakthrough goal:

    • Do 5 Things Everyday on Your Main Goal

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This week's episode of The Science of Success is brought to you by Best Fiends.

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The games developers and team are constantly updating with new themes and levels so the game never gets old or less challenging. This really keeps you on your toes in a fun way as you need to utilize different characters and strategies in order to succeed. What may have gotten you to a certain point in most cases won’t get you to the next.

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Jack’s Website

  • Jack’s Wiki Page

  • Jack’s LinkedIn, Facebook, and Twitter

  • Chicken Soup for the Soul site

  • Success with Jack site

Media

  • ThriveGlobal - “Living life to the fullest” By David Stone

    • “A Q&A With Jack Canfield” By Adam Siddiq,

  • Article Directory on Positively Positive, Entrepreneur, and HuffPost

  • Medium/ThriveGlobal - “How Jack Canfield sold millions of books” by Ceyhun Yakup Özkardes-Cheung

  • Profile and Article Directory on The Teen Mentor

  • Sources of Insight - “Great Lessons from Jack Canfield” By JD Meier (Interesting Listicle from 2008)

  • [Podcast] Michelle Sorro - Jack Canfield | Meeting a Mentor (May 2019)

  • [Podcast] Danielle Lim The Art of Living and Science of Life - Jack Canfield: The Success Principles

  • [Podcast] Melissa Ambrosini - 23: How To Succeed At Life With Jack Canfield

  • [Podcast] Lewis Howes - EP. 143: THE 10 SUCCESS PRINCIPLES TO CREATE AN ABUNDANT LIFE WITH JACK CANFIELD

Videos

  • Jack’s YouTube Channel

    • Pay Attention to the Signs of the Universe | Jack Canfield

    • 5-minute Secret to Improve Efficiency | Jack Canfield

    • Break Free in 2020 | Jack Canfield

    • 5 Minutes of Mindfulness | Jack Canfield

  • InsightJunky - "99% is Hard, 100% is Easy..." | The Success Principles by Jack Canfield

  • Evan Carmichael - Jack Canfield's Top 10 Rules For Success (@JackCanfield)

  • Bestbookbits - Jack Canfield: The Success Principles Book Summary

  • Entrepreneur - Why Jack Canfield's 'Chicken Soup for the Soul' Series Was Originally Rejected

  • Chris Jarvis - My Interview with Jack Canfield

  • Belt & Suspenders CRE Investing Show - Jack Canfield Interviews Brian Hennessey

  • Lewis Howes - Jack Canfield and The 10 Success Principles to Create an Abundant Life with Lewis Howes

    • Jack Canfield on How to Break an Addiction in 30 Days - with Lewis Howes

Books

  • The Success Principles Workbook: An Action Plan for Getting from Where You Are to Where You Want to Be  by Jack Canfield , Brandon Hall , and Janet Switzer

    • The Success Principles Workbook

  • The Success Principles - Book Summary

  • Audible - Jack’s Audiobook directory

  • Amazon Author Page - Jack Canfield

Misc

  • [Website] EFT Universe

    • EcoMeditation: Effortless Meditation in 7 Easy Steps

  • [Book] The Billion Dollar Secret: 20 Principles of Billionaire Wealth and Success by Rafael Badziag and foreword by Jack Canfield

  • [SoS Episode] Grant Cardone: Why Most People Aren’t Willing To Succeed

  • [SoS Episode] Four Questions That Will Change Your World - An Exploration of “The Work” with Byron Katie

  • [Sos Episode] Your Secret Weapon to Becoming Fearless with Jia Jiang

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

How do you stop being a victim, take responsibility and make your life the life you wanted to be? In this episode, we uncover the universal principles of success with one of the world's top success experts, Jack Canfield.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode with former FBI agent, Robin Dreeke, we heard some incredible stories straight out of a spy novel and then went deep into the 6-step system that Robin has outlined to predict people's future behavior, understand what motivates them and decode human behavior.

Now for our interview with Jack.

Jack Canfield, known as America's number one success coach is the co-author of more than 200 books, including The Success Principles, How to Get From Where You Are to Where You Want to Be, The Success Principles Workbook and The Chicken Soup for the Soul series, which includes 40 New York Times bestsellers, having sold more than 500 million copies in 47 languages around the world. He holds two Guinness World Record titles and is a member of the National Speakers Association Hall of Fame.

Jack, welcome to the Science of Success.

[0:02:10.5] JC: Hey. Thanks for having me, Matt. I'm glad to be here.

[0:02:12.6] MB: Well, we're so excited to have you on the show today. Obviously, you're a legendary figure in the personal development self-help world and we can't wait to explore some of the themes and ideas from your new book.

[0:02:23.3] JC: Glad to do that. Excited.

[0:02:25.0] MB: I'd love to hear from your perspective, what inspired you to create The Success Principles workbook. Given how much time you spend on this journey and how deep you are into the space, what felt right about right now to really bring this to life?

[0:02:40.6] JC: Well, let me back a little bit and answer another question first, why did I write the first success principles book, which was I realized I was very, very successful. My 11-year-old son said, “Why do we live in a bigger house than everyone else?” I said, “Well, we have more money.” He said, “Why?” Because he knew I grew up poor in West Virginia. I said, “Well, because I've been living my life by a certain set of principles.” He wanted to know what they were, so we talked about them.

That afternoon I thought, “Gee, I should write a book how these people write books to their kids and say, here's what I want you to know.” I started to write The Success Principles. Then I realized, I wonder if these principles and activities and strategies I've used are only idiosyncratic to me, if they're really universal. I interviewed 75 of the most successful people in North America, people, generals in the military, movie stars, people like Steve Jobs at Apple, CEOs of companies, top sales people, top podcasters, whoever it was.

Basically, I found that these universal principles were universal, that the people that were super successful were all doing similar things. I said, “Well, this is great. I'm going to do the book.” I did that book and it sold millions and millions of copies all around the world. I think now, it's up to 47 languages.

One day I'm sitting there and I'm realizing, all the people that take my life seminars or that go through our coaching program were performing really, really well. I've met some people who'd read the book and weren't doing as well. I thought, “Well, the book is great if you do it,” because I got one guy over in the Philippines when I was in Manila, I was at a book signing. He came up to interview me after the book signing and he was homeless, literally was couchsurfing on all of his friends couches. I said, “It's a great interview, so why don't you come and be my guest tomorrow at my seminar?”

He came to my seminar. I gave him a copy of the book and I came back to Manila three years later and he walks in and a he's got a blue blazer on with a big gold medallion on the pocket, he's got about nine or 10 guys and gals behind him with polo shirts all with the same medallion. I recognized him. I said, “Are you John Kaleb?” He says, “Yeah.” I said, “You look different than the last time I was here.” He said, “I am.” He said, “I'm now the number one motivational speaker in the Philippines. I'm a multi-millionaire. I have three exotic cars.” He was wearing two gold Rolexes, one on each arm. Gold Doc Martens shoes. I mean, he was really doing it with the bling.

I said, “So what happened?” He said, “I read your book. I did every single thing in it.” I said, “I don't know anyone who's done every single thing in my book, because there's 64 principals at that time.” He said, “Well, I did.” I said, “Why?” He said, “Well, because here you were, you're living a life, you're happy, you're a multi-millionaire, you got a beautiful wife, your kids are all doing well, you travel all over the world, you're making a big difference. I wanted to do that.” I said, “Well, if it works for him, maybe it'll work for me, so I did everything you said and sure enough, here I am.” I said, “Great.”

Now that's not the norm that people would do that, but he did. What I realized was something more was needed. I said, let's put all the things that are in our coaching programs and in our live seminars, the activities, the worksheets, the exercises, etc., and let's put them between the covers of a book. I worked for a year and a half with two of my colleagues and we wrote this workbook. Then I said, “Well, let's test it with somebody who doesn't know these principles. They've never gone through the course. They'd not read the other book.”

We found about 60 people who had not done that. We gave them the book and we said, “We just want you to use this book. Go through it.” Gave them about three months to do it. At the end of it, people had doubled their income, people had lost weight, they had improved relationships, they got out of relationships, they left crappy jobs, they started to do things they'd put off for years, like start their own webinars, or write a book. That's how the book came to be and I'm really excited about it as we talk. This first two days on Amazon sold out, then they were actually – I think we printed 20,000 copies on the first run. They've now just come back to print for another 5,000. I'm excited. It's really taking off.

[0:06:32.4] MB: That is awesome and that story is so compelling. The journey that really started this podcast was about answering the same question, which is what are the universal principles of success and how can we interview experts and find those answers? That's a personal passion of mine for years and years and years, has been really trying to study people who are extremely successful and figure out what can I learn from them, what can I copy and what can I emulate and apply to my own life.

[0:06:59.7] JC: It's true. What is exciting is they are universal. I just wrote a foreword to a book that just came out. It was called The Billionaire’s Secret, written by a guy named Rafael Badziag, published over in Europe. He went around the world, took him I think three and a half years to achieve just getting to 21 billionaires. It's not easy to get to these guys if you're not somebody and he wasn't. He interviewed them. Most of them gave him the better part of a day to interview him.

Three of the things they found that I was not surprised, but a little bit surprised was that of the 21 people, all 21 and they ranged in age from 35 to 81, all 35 of them, yeah, 21 of them rather, got up at somewhere between 4:30 and 5:30 in the morning, so they’re really early starters. Guys like Hal Elrod, write books like Miracle Morning, what can you get done by 8:30 a.m. You need to meditate and exercise and all that. They got up early. They all meditated. Every single one of these people was a meditator and every single one of them exercised every morning for a minimum of a half an hour, some people for an hour. Even if they had to get up and get into their private jet at 5:30 in the morning to get somewhere, they would get up at 3:30, exercise for an hour before they went out to the hangar and got in their jet.

I thought that was really fascinating that it showed up. It just keeps showing up in all the books where people interview massive numbers of people. You look at when Tim Ferriss did his books and he started interviewing people, the titans – I forget the exact title of the book. You probably remember it.

The reality was similar things. There are principles that if you apply them, they work. I know, Michael Beckwith has this wonderful what he calls the four stages of consciousness, where the first stage is you're a victim. You think the world is doing it to you. You're saying, “Why God? What did I do? Why do I deserve to be sick or whatever?” The second stage he calls the manipulator stage, which is where you realize there are laws of the universe. If you use those laws, you can manipulate the universe to your advantage. You can get what you want. You can become prosperous, healthy, wealthy, impactful, making a difference, be significant, etc.

Then the third stage is you realize well, if there's all these universal laws, who's making these laws? Is there some force behind this? We can call it God, infinite intelligence, source, energy, universal wisdom, whatever. He began to go, “Well, maybe I should be paying attention to its guidance.” That's when we start to go inside. Christians would say, not my will, but I will. People in the New Age would say, following my energy. A lot of people would say, following my intuition, tuning into my higher self, etc.

Then the final stage is where you realize, “Hey, maybe there is this universal force and I'm part of it.” Just like, one drop of water is not the entire ocean, but it is ocean. The reality is that we all can transform and move up through these stages. As we go into higher consciousness, we still use the universal laws to manifest that which we're being guided to do. Unfortunately, Matt as you know, our schools do not teach this stuff. We should all be graduating with classes called education of the self, or how to be prosperous.

Think about kids go to college, they study all the stuff, sociology and science and math and philosophy and history and nobody's teaching courses on how to be successful. You get all these kids coming out of college with this massive college debt, not really knowing how to really get rid of it quickly. It's really unfortunate, but I think that's got to change.

[0:10:17.3] MB: Yeah. I mean, that was one of the other major reasons that I started this podcast is because I wanted to learn and I wanted to share with other people what are all the things that they don't teach you in school that are critical to success, things like emotional intelligence, communication skills, how to negotiate, how to manage yourself, how to motivate yourself, self-awareness, all of these different elements and yet, none of that stuff.

It may be in some esoteric psychology class, you'll hear the theory about it, but none of that stuff is taught in a way that's actually applicable and applies to achieving your goals and building the life that you ultimately want to live.

[0:10:51.3] JC: Absolutely. Absolutely. I always say, no one ever got divorced because they didn't memorize the five causes of a civil war, or the three exports of Argentina, which is stuff that a lot of us had learned in school that you don't use very much. We all need communication skills. We need values clarification. We need to learn how to manage our emotional states, how to meditate, how to negotiate, how to ask for what we want, how to deal with rejection. Thank God for TED Talks and for YouTube and for all the people that go out into the hotel rooms and put on seminars and people like you who are bringing people on for the podcast, we're getting this education.

I used to say if it happens on time, it's called education. If it happens late, it's called therapy. A lot of us pay a lot of money to heal the things we never should have gotten in trouble in the first place if we've been adequately taught in school.

I remember being in Fairfield, Iowa. I got an award from the university – what was called Maharishi University. That's where they teach TM on in Fairfield. I'd never been there before and I went there. They have a school, it's a K through high school, that all the people that are in the TM movement send their kids there to. I went and visited the school. It was so cool, because early in the morning right when school started, all these kids, a hundreds of them at all different ages, sit for 20 minutes of meditation. I was shocked. You see the little kids that are like kindergarteners and first grade sitting with their legs crossed with their hands folded in their lap and they’re just sitting there with smiles on their faces peacefully.

Then I saw the impact of it. I was watching as they were passing from one class to another during changing of the periods and this one boy came up and started teasing this girl. The girl just looked at him and said, “Joe, I know you're just trying to have fun and I know you do you really got a good sense of humor, but I'm in a really bad mood today. I've really had some difficult things to deal with, so I'd really appreciate it if you didn't tease me today.” He said, “Oh, I'm so sorry, Andrea.” He walked away.

Now that would not happen in 99% of public schools, because they wouldn't have the skills to have had that conversation and the consciousness to even entertain it. I know it's possible. I think, there are a number of people that are teaching this stuff. I've now trained 3,500 teachers to teach this work in the public schools and another 3,500 trainers around the world teaching it in public seminars. We're slowly shifting this one teacher at a time who teaches other teachers. It's like a giant chain letter. Eventually, it'll get out there and reach everybody.

[0:13:12.4] MB: It's funny that conversation probably couldn't even happen between most adults in America today.

[0:13:19.8] JC: You're right.

[0:13:20.6] MB: It's because as you touched on earlier, so many people are still stuck in that first phase, that phase of victimhood.

[0:13:28.1] JC: Yes. Yes. It's interesting. The first chapter in both of my books, The Success Principles and The Success Principles Workbook, it says take a 100% responsibility for your life and your results. I teach this formula in that chapter called E plus R equals O. There's an event, you have a response to that event and that creates an outcome. Everything you're currently experiencing now is an outcome of how you responded to an earlier event.

Someone gives you a $2,000 bonus, you go to Vegas, you spend it, you have a good time. A year later, you don't have any increased net worth. Someone else invested. They have increased net worth. Your wife forgets your birthday and you feel really bummed out and you feel angry, you feel sad, or you feel unloved, or your wife forgets your birthday and you go, “Gee, someone who loves me forgot my birthday.” As opposed to thinking, “My wife doesn't love me, because she forgot my birthday.”

You begin to learn that your responses to the event, it's not the event that determines who you are. A lot of people got rich during the recession that started in 2009. A lot of people will make more money during the coronavirus pandemic than they were making before. I have friends who are personal development teachers who are up 40% during the month of March and April over where they were last year, because of what they're doing. They're bundling products together, they're doing free seminars for people, which are building their brand and therefore, people are feeling cared about.

Then like Gary Vaynerchuk, teaches this jab, jab, right hook rather. What happens is you give, you give and then you can sell something. They got immediately into relationship with people. I have a person I know who runs a gym. It's a fitness center. What happens is the coronavirus pandemic comes along, everybody gets locked down, they're not allowed to go out, so nobody can come to his fitness center. He could sit at home and say, “Life is unfair. Why is God doing this to me? I just have invested all this money and all this new equipment and all these trainers.”

What he did do instead was he meditated. During his meditation, he had an insight which was what resources do I still have? I still got all this equipment. People are at home, they were coming in to use the equipment, why don't I rent the equipment to them? I'll sanitize everything with an inch of his life. I'll call up all my clients and I'll say, “I could deliver a treadmill, or a spin bicycle, or an elliptical trainer, or some weights, or whatever it is that you want to your house. You just pay for the rental.”

Now he doesn't get cancellations of his gym memberships. He charges a little more for the rental and the delivery. He sets everything up for them and he's making more money now than he was making before the pandemic started.

A restaurant owner who used to be doing 40 meals a night is now doing 60 meals a night, because the immediately bought a 1,000 takeout boxes, called all his clients and said, “We're going to have a menu. There's going to be three items every night, a salad or soup, a main course and a dessert. There'll be vegetables on the side with the main course. I'll do wine pairings if you want. There's no substitutions. You can either pick it up at 6:00, 6:30, 7:00 or 7:30. You come by, call out on your cellphone you're here, we'll come running out and give it to you.” He's making more money, has less staff problems, because of social distance in his kitchen and he's still able to use a couple of his waiters for runners and everybody's winning.

The idea is it's not the event, it's how you respond to it. You're not a victim. You're never a victim. As Napoleon Hill taught us, in every adversity or heartache, there's a seed of an equal or greater benefit. You have to look for it. If you first start to believe that's true and if you believe it's true, then you look for it. Again, if you look for it, you're going to find it. Then once you find it, you have to put it into action.

A lot of people are doing very well. A lot of people are shifting how they do their businesses. A lot of people are realizing, “Hey, this is a time I can engage in personal development. I've always told myself I don't have time to meditate. I don't have time to exercise.” Well, you do now because you're not doing your commute to work every morning. You do have that time.

[0:17:12.9] MB: Such a great insight. My own response to this whole pandemic has been the same thing. I've been working out every day, taking better care of myself, working harder than I ever have. I want to come out of this stronger in every way than when I went into it.

[0:17:26.2] JC: There's no reason you shouldn't. I mean, we all have time now to exercise. I'm actually taking more of my supplements than I've ever taken. I do take a lot, that's why I look as young as I do as old as I am. I went online, learned about antivirals, what herbs, what essential oils should I be taking, what vitamins should I be upping my doses of, etc. I'm learning more about just being healthy in general, keeping my immune system high.

We know for example, that when you meditate, it raises your vibration. When your vibration is high, meaning you're in a state of love, joy, gratitude, compassion, your body is actually has stronger immune system. When you're in fear, your energy goes to your arms and your legs, because fear usually meant in the old days that you had to run away from something, or fight it, or you'd be killed. Now we get afraid of things like losing our apartment, losing our job, our mortgage, not being able to be paid, etc. We can't run from that and we can't fight it, so we're just in stress. When we’re in stress, our immune system goes down, because when you were running from a tiger, it didn't matter if you were fighting off virus or bacteria. If you didn't get away from the tiger, your body was going to be eaten.

Your body was smart enough to say, “Let's handle that later.” You want your immune system be high. Basically when you're in a relaxed state, your immune system has a chance to focus, as opposed to being put into shutdown when you're in fear.

There's a wonderful – I recommend this to everybody. You go to EFT Universe. EFT stands for Emotional, Freedom Technique. That's the tapping technique, I'm sure you know about. Dawson Church has this thing called eco-meditation, E-C-O like in the ecology, eco-meditation. He does about a 10-minute talk on the whole thing about immune systems. One of the things we now know is this meditation he teaches, which is about a 20-minute meditation and you simply hit the button and it starts and you listen to it and you visualize when you're supposed to and there's some tapping, you tap along, there's some breathing exercises. He's combined all these three things together. What they did was research before the pandemic started, where they had people in a workshop who if they did this every day for seven days in a row, the immunoglobins, which are immune-factors have fight off viruses and bacteria in your saliva increases by a 113%.

Now we know that the coronavirus, in order to get into your lungs has to come through your mouth, or your nose. What happens is if you're breathing in, whatever you breathe in has to go through your throat, which is where saliva is also lining your throat, so you have a much better chance of killing off that virus before it ever gets into your lungs. There's things like that we can do that are responses to this event called the coronavirus pandemic, that if we're conscious and we're not hijacked into our amygdala, which is where the fear lives in the back of your brain, then we're in our prefrontal cortex, which is rational thought, creative thoughts. We can be rational, do the things, do the research we need to do, buy the products online that we need to buy and then take the vitamins, do the exercises, etc.

It's also where your creative mind comes from. To be creative, to actually find ways to be of service, to find ways to stay healthier, to exercise like you're doing, to go online. For instance, I think there's a thing called past class, which you could go through the app. You can get for free and there's 4,000 free classes that are being delivered on the Internet right now, everything from spin classes, to Pilates, to yoga, to Tony Horton stuff, whatever.

The reality is there's a lot of stuff to do if you're not in fear. As you're saying, you can get healthy, you can get fitter, you can work on yourself, whether you work through my success principles workbook, or you work through other things you've always wanted to work through you've never done. Learn to meditate, practice something you're good at.

One of the things I've been teaching, Matt, is called the 5 M’s, which is meditate, mindfulness, which means every hour, set your smartphone to go off every hour, so that you stop, scan your body, ask yourself, “Am I thirsty? Do I need to stretch? Am I in fear? Is my body too tight? Do I need to move?” Get up and move around if you need to. Do a yoga posture, do some breathing exercises, take a quick walk, whatever you need to do and then come back. Mindfulness and meditation are two of the Ms.

Then movement; anytime you're moving, first of all, you're raising your body heat, heat kills off viruses, that's why our body gives us a fever. Also, if you can get into a sauna, or a steam bath, or just get into a really hot bath, or a really hot shower, that's a good thing to do. It raises your body temperature up. Then movement, dancing – if you love to dance, put on some dance music. There’s all kind of – have these coronavirus playlists, those positive lyrics to keep you high. Also, you can dance your heart off.

Friends of mine just did a dance party, where they hired a DJ. They did a Zoom meeting and they had about 31 people all with their computers in front of them standing in front of computers dancing. You could see all 31 people in their little squares on the thing. Plus, a professional DJ playing music. Some were drinking wine, some tequila, some not drinking at all, whatever, but they had a really great time. That's another thing you can do.

The next thing is called mastery. Anything you're good at, you're going to stay in the present moment, not be in the future in fear and it's going to raise your vibration. If you love to play the guitar, play the guitar. If you love to play piano, if you love to do puzzles, if you love to listen to TED Talks, whatever it might be, do the things that you're good at, that you love that raise your energy.

Also if you're getting better at something, so if you're taking a guitar lesson. I study guitar online. There's all these classes, most of them are free. You could online and learn new chords, new riffs, new song patterns, whatever. I do that every day. It's totally fun. Then the last M is meaningful communication, which is stay connected to people and be honest and open. There's not a time to try to impress people about how cool you are, how successful you are, how unafraid you are, etc. Just be honest and open, support each other, don't self-isolate.

[0:23:19.1] AF: What's up, everybody? This is Austin Fable, producer and co-host of the Science of Success. This episode of the Science of Success is brought to you by the mobile app Best Fiends. That's best friends, but without the R.

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[0:25:00.7] MB: Great strategies and whether or not we're in the midst of a pandemic, I mean, every one of those with things that are easy to implement make such a huge difference in your life. I want to come back to this idea of taking responsibility, because to me, that is one of the most fundamental shifts that can really impact whether or not someone is ultimately successful. For somebody who's stuck in a victim mindset, how do you get out of that? How do you start that first step of taking responsibility?

[0:25:30.4] JC: Well, you first have to look at is your life what you want it to be? If it's not what you want it to be, what I often say to people in my seminars is how's that working for you? All these things you're doing, you're blaming your mother, you're complaining about your boss, you're making excuses, doing things that are not taking numbers and responsibility. The fact is people are not happy.

If you have everything you want right now, you can probably turn off the podcast and go do something you love to do. If for something you want you don't have called more money, more clients, more coaching clients, more customers, more impact, better health, more fun time, more recreational time, whatever it might be that you don't have, then these principles work and you've got to get out of victim.

Basically, the first thing to do is to look at who are you blaming. We blame the government. Look at our government right now. You've got the country blaming Trump for not starting soon enough with the testing. You've got Trump blaming Obama. You've got Trump blaming other people. You've got the congress blaming the president, the president blaming the congress, the media blaming the president, the president blaming the media. It's a useless waste of time, because if you go to E plus R equals O, that response of blaming is not producing a better outcome.

I had a woman in a seminar, I was just doing an evening workshop for a group. This woman came up on the break and she said, “You know, you said you shouldn't be spending your time being resentful to people.” I said, “Well, yeah. It's a waste of time. It's not getting you what you want.” Then she said, “Well, I'm really pissed at my father.” I said, “Why?” “Well, he died a few years ago and he left twice as much money to my sister as he left to me. It's not right. It's not fair.” She said, “Three years ago.” I said, “Yeah, and you're still upset about it?” “Yeah.”

I said, “Is that making you miserable every day?” She said, “Not a day goes by I don't think about it.” “When you think about it, how do you feel?” “I feel terrible.” “Do you like feeling terrible?” “No.” “Does feeling terrible and being upset getting you more money?” “No.” “Has your sister offered you more money?” “No.” “Do you think she's ever going to give it to you?” “No.” “How is this serving you? What's it doing for you? What's the payoff?” The payoff is you get to be right, but you don't get to be happy. What are you pretending not to know? That it’s not going to change. For this to change, you have to change.

Again, look at it. Stop resenting your sister. Stop resenting your father. Byron Katie teaches this wonderful process of she has these four questions. Is it true that your father should have left you more money? Well, you'd like to say yes. Can you absolutely know it's true? Well, you don't know. Maybe there's a higher purpose here. Maybe your father was trying to teach yourself resourcefulness. Maybe he was trying to teach you how negative your resentment is and how it hurts you. Maybe there's some other higher purpose you haven't seen yet. Maybe you would have taken that money and bought drugs and killed yourself. Who the hell knows?

The point being that you can't know for sure that this wasn't the way it should have been. Then question is who are you when you think that thought? Well, you're miserable, you're angry, you're mad at your father, you're mad at your sister, you're not speaking to her, she told me. Who would you be without that thought? “Well, I'd be a loving person. I'd be happy. I'd be talking to my sister and we'd be having a great relationship.”

Basically, to really get that, it's not serving me to be a victim. It's just keeping me stuck and I'm going to stay stuck as long as I keep doing what I've been doing. You can go through in our workbook, we have a set of exercises, like who do you blame for what? Do you blame your boss? Do you blame the traffic for making you late? Do you blame the weather for your moods? Do you blame your spouse for why you're miserable, or your neighbors for why you’re not happy? We can do down the list. Wall Street for the recession, then you lost your home or whatever. Now, I love this quote from God, 10X. What's his name?

[0:29:08.8] MB: Grant Cardone?

[0:29:09.7] JC: Grant Cardone. It just came to me the same time. Grant Cardone. I heard him give a talk once. I loved it. He said, “How many of you think prices are too high right now?” Half the group raises hand. He said, “You think a steak cost too much? You go out, the wine is too expensive. You go to the store, the good stuff cost too much.” He said, “Is that getting you anywhere?” No. He said, “The only thing that's going to get you what you want is to make more money, so you can pay the higher prices. Let's study how to do that.” It just makes so much more sense when you think about it.

The other thing you have to give up besides blaming is complaining. Now complaining is very interesting. Complaining means that I have a reference of something I prefer that's better than what I have. I couldn't complain about gravity. No one complains about gravity, think about that. You never hear an older person with a walker walking through the hospital or the mall going, “I hate gravity. Gravity sucks. It wasn't for gravity, I wouldn't be all bent over like this.” You never hear anyone say that. Why? Because gravity, there's no options if you live on earth, unless you're an astronaut.

We don't complain about things we can't change. People complain about the weather, because they know there's better weather somewhere and they're not willing to move to go experience that better weather, or get on a plane and least go for a vacation and a better weather. We complain about our spouses, because we know somewhere in our fantasy, there's another woman or man who's better.

For example, I remember a long time ago when I was first learning about this, I'm a big Super Bowl NFL football fan. Watching the Super Bowl and my wife comes in and she goes, “I can't believe you're sitting here watching this game, eating Cheetos, drinking a beer and you're getting fat and they're all out there, they're making a lot of money and they're healthy and why don't you go to the gym and workout and watch it?” I'm thinking, “Man, I'm complaining about my wife.” I come to work on Monday morning. I see Matt and I go, “Matt, you wouldn't believe my wife. She's the food Nazi. She's a real pain in the butt.”

Now in order for me to do that, I have to know, or pretend that somewhere in the universe there's another woman that would go, “Honey, would you like some more nachos? Can I get you another beer?” Now there are women who do that. Knowing that, I can complain about my wife. Here's the problem, complaining about her is not going to get me what I want. Either I have to have a negotiation with my wife just called, “Let me alone. This is my body. I'll do what I want.” Or I need to go to therapy and work on our relationship, or I need to stop drinking beer and eating Cheetos, which is probably a good thing, or I need to get out of the relationship and go find a woman who's going to deliver the nachos and a beer without a fight. All three of those things require me to take a risk, require me to do something different, to step out of my normal comfort zone. I'd rather complain about it than do the thing that would get me what I want.

Well, there's an exercise in the book. It says, what are the things you complain about, what would you rather have? How could you get it? When will you take the action to do that? You begin to look at, okay, if I want to get out of being a victim, these are things I have to do.

Then a third one is excuse making. We all make excuses after the fact, why we didn't get the report done on time, why we're late to work. If you were to take one of my live seminars, which I hope someday we'll be able to do again, on the front of the stage would be two fishbowls on either side of the stage. If anyone in the group complained, blamed or made an excuse about why they were late, or why their phone went off, because we have a rule you if your phone goes off in the training, it's a $20 fine on the spot. You start to make an excuse about it, it's another $2 fine.

We're not trying to punish people, but make them aware that there is a cost when you play the victim game. These are some of the ways you can begin to do it. In our house and in my company, if someone makes an excuse, blame somebody, or complains about something, my staff or my family would have to put $2 dollars in a jar. Again, it all goes to charity. We're not trying to punish them, but make them aware that there's a cost to you much bigger than the $2.

[0:32:45.1] MB: Such great exercises and really practical, applicable ways. I love the question, coming back to blame is just asking yourself who are you blaming for what in your life. I mean, all three of those things; blame, excuses and complaining are so dangerous and so insidious. It can really easily sabotage any attempt to be successful at anything you want in life.

[0:33:07.6] JC: You know what's interesting too, is that you could give me any situation that some people blame for their failure. The fact that their parents were alcoholics, that their husband was abusive, that they were born black, lesbian, female in Alabama, which I wouldn't wish on anybody. I have a gay son, so it's not about the gay part, but about just prejudice they would face in that situation.

The reality is that there's somebody who was born that same situation who did well. You take two twins. One becomes a successful person, the other becomes a drug addict and they both were the same DNA, grew up in the same household, went to the same schools, etc., but one made a different set of choices based on their response to the world they were in. One did well, one did not. We can see that there's lots of twin studies out there that you can do research on.

I think that I've had people embezzle money from me. I've had people do wrongful lawsuits that we just settled rather than go to court, because it was cheaper, but we weren't guilty. I could complain about a lot of stuff along the way. People plagiarizing my work, people stealing our copyrights.

In Iran for instance, someone published about 20 Chicken Soup for the Soul books and never paid us royalties, because Ron doesn't honor international copyright law. I've spoke in Iran about three years ago. I went over there and spoke in Tehran. I had to go through the Pakistani embassy just to get a Visa, since we consider them an enemy. Anyway, it was cool. This guy comes up to me and he hands me $10,000 dollars in crisp $100 US bills. I said, “What's this for?”

He said, “Well, we've been pirating your books for the last 10 years. I just started to feel guilty about it. Here's a little bit of royalty money anyway.” It's cool. The idea is all these things can happen to you. It’s just what is. So what? Get on with your life.

[0:34:49.7] MB: That's a really funny anecdote. Something you said a minute ago too really resonated with me, which is this idea that doing the thing that ultimately gets you what you want requires you to take risk. So often, that risk part is really what can end up paralyzing you, or making you scared, or preventing you from really ultimately taking action.

[0:35:13.5] JC: Well, one of the – another formula I talk about is awareness plus risk equals success. In other words, you cannot get change if you keep doing the same thing you've been doing. Everyone listening to this right now, just fold your hands and with your hands folded, notice which thumb is on top. It’s either your left or your right. Now I want you to unfold your hands and move all your fingers up a notch, so that the other thumb ends up on top. Don't just move your thumbs, but move all the fingers so the other thumb ends up naturally on top and notice that feels.

Now when I do that with audiences I'll ask, how many of you noticed that that feels uncomfortable, awkward, or strange, or weird? Almost everyone raises their hand. I'll say, what do you want to do? They'll say, “I want to go back to the other way, because it's so uncomfortable,” so they go back to the other way. You can do that now. Unfold your hands, put it back to the original position. Most people go, “Ah.” It's a sigh of relief.

This is why most people are not successful. They'd rather be comfortable than do what's necessary, because all new behavior, just neurologically the way the brain is wired, is going to be uncomfortable. Just as simple as changing our way we folded our hands felt awkward or uncomfortable. Here's the cool part and you can do this today if you want. Fold your hands in the wrong way, maybe while you're watching a TV show or something and notice that after a few minutes, it doesn't feel weird or awkward or uncomfortable anymore. Your body adjusts, just like we all learn to drive a car. It was awkward at first, especially if you were learning with a stick shift. Now we can do it. Any respectable person can drive with one hand on the steering wheel, break up a fight with the kids in the backseat with the other hand, or have a Big Mac in your right hand, or whatever it is you eat when you're in your car.

The reality is it's just a matter of being willing to be uncomfortable a little bit, so that you get to where you want to go. You first have to fight off the discomfort concept. The second part is the fact that there is a potential risk of loss; loss of time, loss of invested money, loss of face, if you don't succeed, loss of self-esteem if you judge yourself by your successes, which you shouldn't, but many people. The fact is I teach this idea about asking for what you want. A lot of people are afraid to ask.

To be a successful entrepreneur, you have to be willing to ask and you have to be willing to ask big. Most people don't know this, but Howard Schultz who started Starbucks was turned down by 217 banks for investments before he was able to get an investor to invest enough money that he could open his first Starbucks store. Think about this, if he'd given up or he was afraid to ask, or afraid of rejection, he’d given up after 200, we wouldn't be all knowing who Starbucks is and most of us getting our coffee there when we go out in the world.

The reality is that you've got to be willing to take some risk. The fact is most risks are not nearly as big as you think they are. If I ask someone out to dinner and they say no, I didn't have anyone to eat dinner with before I asked them, I don't have anyone to eat dinner with after I asked them. If I asked, my life didn’t get worse. If I asked someone to invest in my company and they say no, I still don't have any money, but I didn't get worse.

I was working at a company called Solar Optical company as I came in to do a keynote speech for their sales team and 300 people in the audience. I asked them if they knew who the top four salespeople were. I'd heard that these top four were outperforming everyone by a 100%, 200%, 300%, 400%. They all said, yeah. I said, “Yell out their names.” Same names came out.

I said, “How many of you ever gone up to them and asked them what is it that you're doing that I could learn to do, so I could be more successful?” Not one hand went up. Then I said, “Why don't you ask them?” Then they yelled out, “Fear of rejection. They might say no.” I said, “We already have a no. How could it get worse? It can’t.” Basically, we have to be willing to take risks. As Tony Robbins says, massive action produces massive results. The bigger risk you're willing to take, you don't want to take a risk that's going to take you out. Meaning, risk should be rational. You don't want to risk all your money. You don't want to risk your entire company, your house, that thing.

If you look, I was watching one of these celebrity chefs being interviewed. I was in Singapore watching CNN just to hear some English. They were interviewing one of these master chefs. I can't think of his name right now, but doesn't matter. He was saying, “In order to build my first restaurant, I had to sell my first house.” Now that's a huge risk, if your restaurant doesn't work. He was willing to take that risk and now he has refreshments all around the world, several of which I've eaten and I just can't remember his name right now.

He also had his own TV show. You got to take risks in order to go to the next level. Invest money, whether it's in your own company, the stock market, a friend's business, whatever it might be. You have to risk. The first time I ran a training, I put the wrong exercise at the very end on a Sunday afternoon and just got people way too emotionally stimulated and half the people left raw. I realized, better do that on Saturday. I never would have known that if I hadn't done the workshop. You just have to put something out there.

Microsoft, if we waited till Microsoft programs were perfect, there’d be no Microsoft programs. That's why when we're working on our word processor or whatever, we're processing, typing in word documents, sometimes it'll crash and they’ll say, “Should we send this error to Microsoft?” Well, they expect that to happen, because the programming is going to have bugs in it. We have to be willing to make mistakes in order to learn. It's okay. Think about how many times you fell down before you learned to walk. If your parents had given up after – you got 200 times to fall down. After that, you're on your own. Most of us never were to learn to walk.

Give yourself permission to fail and know that failure is part of the process. You've probably heard people say, “Fail faster. The faster we fail, the faster we learn, the faster we're going to get to where we go.”

[0:40:56.5] MB: So many nuggets of wisdom in there.

[0:41:02.5] AF: This episode of the Science of Success is brought to you once again by our incredible sponsors at Brilliant. Go to www.brilliant.org/scienceofsuccess to learn more. For a limited time, the first 200 of our listeners to sign up get 20% off an annual premium subscription. Brilliant is a math and science learning platform and their mission is to inspire and develop people to achieve their goals in STEM learning. I love it.

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Go check them out today. Brilliant is giving away 20% off their premium annual subscription to our first 200 listeners, to go to www.brilliant.org/scienceofsuccess. Go today get started. Again, that's www.brilliant.org/scienceofsuccess.

[0:42:29.6] MB: One of my favorite things that you've just shared is this, it's such a simple idea but it's really powerful, which is if you don't ask, or if you never ask, then you already are guaranteed to get a no. In almost every case, maybe borrowing a little bit of embarrassment, or fear of rejection, there's really only upside to asking.

[0:42:48.8] JC: Absolutely. One of the exercises I do in my live training is called the nine nos exercise. I tell people, “How many of you are afraid of rejection?” About half the hands go up. I say, “We're going to do an exercise to get you over that.” I said, what you're going to do is think of three things you could ask for that would help you achieve your breakthrough goal. A little background, one of the things I have in the book, The Success Principles Workbook, is to create a breakthrough goal. What would be a goal that if you achieved it in the next year, so it's a one-year goal, it would quantum leap you in terms of the success of your life, your profession, or your company? For most people, it's something like, write a book, double my income, get Uber as a client, have my own radio show.

I had a chiropractor who had his own radio show now in Texas after he took this exercise in a seminar I did. He got a five-minute radio show during drive time where he would talk about subluxations, he would talk about nutrition, he would talk about meditation, herbs, vitamins, all this stuff. Every morning somewhere between 7 and 9, he would have this little five-minute show. Pretty soon, all these people started coming to him and calling him and wanting him to be their chiropractor.

In two years, he now opened four satellite offices. He goes to each office one day of the week Monday through Friday, hired other chiropractors coming out of Parker chiropractic school down in Texas and now he's making a multi-million dollar a year income. Whereas before, he was making maybe about $80,000 a year. That one little breakthrough goal of having his five-minute radio show and local, the radio totally quantum leaped him. What would be something that would quantum leap you?

Now once you have that goal, we said for the nine nos exercise, what are three things you could ask for, think of three people you could ask practical. Will you babysit my kid every Saturday afternoon, so I could write my book? Will you lend me a $1,000, so I can go take this online marketing class? Whatever it might be. I said, here's what we’re going to do. We're going to mill around and you're going to go up to people and you're going to ask them for what you want and they're going to ask you for what they want. You're going to say no to them and they're going to say no to you. You're going to count how many times you say no to different people.

You come up Matt, you ask me. I say no. You ask me for something and I say no. I ask you, you say no. Now we separate, we go to someone else. You ask them for something, they ask you for something. You count how many times you give a no. The tenth person that asks you, you say yes. Now what happens is as we do this, people start getting yeses. By the end of the exercise, I let it go on for about 17 minutes. At the end of the exercise, almost everyone's got a yes. Some people have got five yeses. I say, what did we learn from this? People go, “Oh, it's simply a numbers game. The more people I ask, the more likely I can get a yes.” It's called the law of probabilities. The more people you ask, the more chances of getting a yes. The more books you read, the more likely one of them will change your life. The more seminars you go to, the more likely one of them will make you a millionaire, etc. The law of probabilities.

The other thing is they go, their no wasn't personal. They weren't able to give me a yes. I was taking it personal. They didn't like me. Well no, they weren't in a position to give a yes. That's true in the real world. The other thing some people realize is you can stand in front of one person and go, “Will you give me a million dollars?” No. “Will you give me a million dollars?” No. “Will you give me a million dollars?” No. “Will you give me a –” Kids know this. They ask their parents, “Mom, can I have a cookie?” No. “Mom, can I please have a cookie?” No. “Come on, mom. Give me a cookie. “No, you'll ruin your appetite.” “Mom, I promise I'll eat everything you put on my plate, even the broccoli.” No. “Mom, my blood sugar is low. I'm going to fall over and faint. You don't want a child fainting on the floor do you?” Eventually, even you go, “Here, have a darn cookie.”

You can go back to people, because for instance maybe you went to your brother a couple weeks ago and you asked him to join your multi-level marketing company, he says no. Now that he just lost his job because of the pandemic, he says yes. You never know what situation changes for people. I teach ask, ask, ask, ask, ask, ask, ask, ask, ask. I coined a term, it's become part of the language, but about five years ago I said, we should all learn to become askholes, so you just ask, ask, ask, ask, ask.

[0:46:48.1] MB: That's so funny. I've got a two-year-old and she'll just sit at the kitchen counter and just say, “Cookie, cookie, cookie.” Just over and over. That's exactly the same thing.

[0:46:57.8] JC: Yeah. Yeah. I have a dog that does that.

[0:47:00.7] MB: That's right. Persistence, I mean, it makes a big difference. I mean, this whole discussion reminds me of one of my all-time favorite quotes, which I put a smile on my face to see. It was actually one of the chapter titles in the book was everything you want is on the other side of fear.

[0:47:17.5] JC: Yes. Yes, it's true. We're so afraid. As we said earlier, we're afraid of rejection, we're afraid of failure ,we're afraid of loss. Because so many people are afraid of success. What happens if I win the lottery? All my relatives are going to come out of the woodwork and they're going to want money from me and I don't good at saying no. Then people are going to owe me money and whatever it is, there's a fear. Some people are afraid if they have money, they'll become unspiritual. There's a lot of subconscious beliefs and fears that run us.

Tony Robbins has this quote, “If you can't, you must.” That's why he's always having people walk on fire and jump out of planes and things like that, because I remember the first time I did a fire walk, I was there and I got to the other end of it. That's not a very useful skill, unless you run a lot of barbecues. The thing for me was I got to the other end of the fire and I said, “What else have I told myself I can't do?” I must have made 40 scary phone calls the next week that I've been putting off, because I realized there's nothing to be afraid of. It's just our mind telling us that something bad is going to happen.

In the workbook, we have a whole chapter of how do you scare yourself? What are the negative outcomes you imagine? What are you telling yourself? See, one of the exercises, I scare myself by imagining. You think of a fear you have. “Well, I'm afraid to jump out of a plane. Well, I'd like to jump out of a plane. That would be really cool, great adrenaline rush, have that picture on my wall, prove I'm really cool from a success teacher. That's another merit badge on my sash thing. I scare myself by imagining that if I do, for some reason my chute won't open and I'll go splat and die. I'd really like to ask my boss for a raise and I scare myself by imagining that if I do, not only will he not give me a raise, he'll probably tell me what he's upset with and he might even fire me.”

People are doing this stuff to themselves all day long, but they’re unaware that they're doing. They're not conscious. Basically, you want to realize, “What am I doing?” Then I have a little mantra I teach people in my seminars. I have a lot of fun with it. I say, “I learned this mantra from a teacher in India and all this stuff.” I have people put their finger and their thumb together and I have them chant, “Oooh.” Then we had, “What the heck? Go for it anyway.” I'll have 400 people chanting that for the next minute or so. Everyone laughs, because it's funny.

Really what I want them to get is when you're feeling fear, just say to yourself, “Oh, what the heck. Go for it anyway.” The worst that can happen is usually nothing very bad. Obviously, think about how you're scaring yourself and then let it go and just do it. That's the main thing. I think Brian Tracy said, the only question people ever ask once they do the thing they're afraid of is why didn't I do this sooner? Why didn't I do this sooner? Because you realize you could have had that money, that person in your life as a relationship, that date that you wanted, that loan that you wanted, that podcast that you wanted to be on. Whatever it is, nine times out of 10, it works out really well. At times it doesn't, you learn something, so you can go back and do it again more intelligently.

[0:50:23.9] MB: One of the things you said at the very beginning of our conversation was that if you read books, great. But if you don't act on it and you don't implement it and execute on it, then it ultimately doesn't matter. That's why I think it's such a great idea to put together a workbook. I love all these exercises and these questions. I'm writing them all down. I'm going to use them all. I'm curious, what would be one out of all the things, or exercises we've talked about, which one would you recommend, if the audience wanted to start with one of these, which one would you say would be the most impactful place to start?

[0:50:57.5] JC: Well, let me give a context to that. I'll answer your question, but the context is if I asked you if you could only keep one organ in your body, which one would it be?

[0:51:04.5] MB: Fair enough.

[0:51:05.4] JC: You'd say, you can't do that, right? Your body will die. If you don't have your lungs and your heart and your kidney and your liver and your stomach and so forth. What I've done in the book is taken 17 of the core principles from the bigger book, which has 64 and said, these are the core. If you do this in order, it is like a combination lock. It's the right thing to do.

Like you said, it's not a book you read. It's a book you do. In fact, I wish I'd written in the first – I almost wish I'd renamed the book, Don't Read This Book, because I really don't want people to read the book. I want them to do the book. Literally, each exercise you do in the order that you do, takes you through this combination lock where you get to the end of it, you've actually transformed your life, you have a plan of action, you're doing things differently, you've overcome a lot of your fears, you're visualizing, you're affirming, you know what your breakthrough goal is, you're asking for feedback, which a lot of people don’t, because they're afraid of what they're going to hear, which is another big fear, etc.

With all that having been said, I would say that probably, it's the one you haven't done. If you haven't set goals, you've got to have goals for your life. You got to sit down and have specific, measurable goals. If you're not visualizing, you need to be visualizing every single day and doing it correctly. I would say, probably number seven which says, take action. That gets to where we talked about. It's not enough to know these things. You have to take action to fulfill your goal, to achieve your vision, to fulfill your purpose, etc.

I teach something in the book called the rule of five. Once you have your breakthrough goal or your goals in seven areas of your life, which we also take you through, the seven areas of health and fitness, relationships, finances, job and career, possessions you want to own, things you want to do, philanthropy, etc., then the idea of five things a day on your main goal. You pick what's the most important goal you have and you say, “If I were to do five things today that would move me toward that goal, what would they be?” You write that down. You don't go to bed until they're done.

Sometimes, I've been up till 2:00 in the morning to complete that list of five. Now normally, I don't because I plan more intelligently than I did when I first started. The idea is if you do five things a day, it'll be like going to the largest tree you've ever seen with an axe, a very sharp axe. If you took five cuts at that tree every day, eventually even the tallest redwood in the redwood forest would have to fall down.

If you take five actions a day, you're going to do 1,800 plus actions a year to achieve your goal. There's no goal that you can't achieve if you were to do that. The actions you take could be some of the things in the book that you haven't done yet, or they can be actions like making five sales calls.

When we did Chicken Soup for the Soul, we took five actions every day. As a result of that, in 14 months we got to the number one in the New York Times list and we stayed there for three years. We had a book on the New York Times list every week for seven years, because of this rule of five.

[0:53:58.9] MB: That's incredible and such a great and simple, yet powerful tool. Jack, for listeners who want to be able to find the workbook and all of your work online, what is the best place for them to find that?

[0:54:09.8] JC: There's several best places, but the best place to go is thesuccessprinciplesworkbook.com/order. You'll go there and you can order the book once you get there either through Amazon, Barnes & Noble, Books-A-Million, but you'll get a bonus which is an hour and a half seminar I did called The Success Principles Masterclass, which we recorded for about 2,000 people a couple weeks ago. You'll be able to download that and listen to that. It really takes you through these principles in a much more logical sequential way that we didn't hear on the interview.

Also, you'll be able to download the first chapter of the book digitally before you get it from any of those book dealers. Amazon sold out the first two days and they're restocking. By the time you hear this, they may be. If it says out-of-stock, then go to Barnes & Noble, order it there, or you can order it and wait for it if you're not in a hurry. I would be in a hurry to get this and order it from Barnes & Noble, or Books-A-Million and get the bonuses.

[0:55:05.2] MB: Well Jack, thank you so much for coming on the show, for sharing your story and all of this wisdom, a fantastic conversation and so many practical and actionable insights.

[0:55:15.3] JC: Oh, my pleasure, Matt. Thanks for having me. I really appreciate it.

[0:55:18.1] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.

June 11, 2020 /Lace Gilger
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Hard Truths About Predicting Behavior with Retired FBI Special Agent Robin Dreeke

June 04, 2020 by Lace Gilger in Influence & Communication

In this interview, we dug really deep into some of the stories from Robin’s past included in his new book. Everything from being in New York City near the towers when they fell to recruiting a Russian Spy asset. Some seriously intense stories, it flows like an episode of Homeland or something out of a spy novel. Then we go deep into the six-step system Robin has outlined to predict people’s future behavior, what motivated them, and some of the hard truths about behavior prediction. 

Robin is a best-selling author, professional speaker, trainer, facilitator, and retired FBI Special Agent and Chief of the Counterintelligence Behavioral Analysis Program. Robin has taken his life's work of recruiting spies and broken down the art of leadership, communication, and relationship building into Five Steps to TRUST and Six Signs of who you can TRUST. Since 2010, Robin has been working with large corporations as well as small companies in every aspect of their business. Whether it is newly promoted leaders, executives, sales teams, or customer relations, Robin has crafted his People Formula for quick results and maximum success. He is the author of both The Code of Trust and his latest book Sizing People Up: A Veteran FBI Agent’s User Manual for Behavior Prediction. 

  • Robin’s past and some of the incredible stories from the time he spent in the FBI and the cases he worked. 

  • Why now was the time to write his new book!

  • A recap of our first episode and some of the main takeaways from his first book. 

  • Stories of...

    • 9/11 World Trade Center Attacks

    • Working a high-level Russian Asset. 

  • The problem with gut feelings and how they can lead you into some poor decision making… or not. 

  • The fundamental truth about predicting behavior. 

  • The one thing you can almost always count on people to do when you are looking to predict their behavior. 

  • The six steps to predicting behavior...

    • Vesting

    • Longevity

    • Reliability

    • Actions

    • Language

    • Stability

  • The Hard Truths About Predicting Behavior

    • Variability

    • Immunity

    • Vulnerability

    • The 50% Rule

    • Intuition

    • Appearances

    • Longevity

    • Perceptions

    • Persistence

    • Trust

  • Predicting behavior is NOT about good or evil or even truth or fiction. 

  • Real-life examples of understanding the needs of others to predict their behavior. 

  • How to reveal a dishonest person. 

  • Robin’s choice for the best leader in history. 

  • Homework: Find a way to stay connected to one another. Even if it’s online during a pandemic. Also, take note of others' priorities and talk in terms of those, keeping in mind how you can be of service. 

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Robin’s Website, The People Formula

  • Robin’s LinkedIn, Facebook, and Twitter

Media

  • The Nashville Ledger - “How to know who you can trust when the worst happens” By Terri Schlichenmeyer

  • Northern Nevada Business Weekly - “Biz & Books review: ‘Sizing People Up’ takes on behavior prediction and business” by Terri Schlichenmeyer

  • Parade - “Former FBI Agent Reveals 10 Signs You Might Be Getting Fired—and What to Do About It” Brittany Galla

  • Entrepreneur - “10 Signs People Believe In You and Want You to Succeed” by Robin Dreeke

  • INC - “7 Ways to Get Someone to Like You, According to an FBI Expert” By Melanie Curtin

  • Medium - “An FBI Analyst’s 6 Steps for Predicting People’s Behavior” by Robin Dreeke

  • CNBC Make It - “Former FBI agent of 21 years: These are the 8 biggest ‘warning signs’ that reveal a dishonest person” by Robin Dreeke

  • Opensource - “Crucial lessons in building trust from a former FBI agent” by  Ron McFarland

  • News Break - Topic Robin Dreeke

  • Dr. Diane Hamilton - THE CODE OF TRUST WITH ROBIN DREEKE AND THE EVOLVING ENTREPRENEUR WITH NATHAN KIEVMAN

  • Knowledge@Wharton - How to Build Trust and Lead Effectively

  • [Podcast] The Smart People Podcast - 345 – ROBIN DREEKE – HOW TO RECRUIT A RUSSIAN SPY

  • [Podcast] Accidental Creative - Sizing People Up (with Robin Dreeke)

  • [Podcast] JumbleTHINK - The Life of a FBI Spymaster with Robin Dreeke

  • [Podcast] Break it Down Show - Robin Dreeke - Sizing People Up, Developing Trust

  • [Podcast] Roger Dooley - Sizing People Up with Robin Dreeke

  • [Podcast] Art of Manliness - Podcast #577: An FBI Agent’s 6 Signs for Sizing People Up

Videos

  • Robin’s YouTube Channel

    • It's Not All About "ME": The Top Ten Techniques for Building Quick Rapport With Anyone

  • DEFCONConference - Robin Dreeke - Sizing People Up - DEF CON 27 Social Engineering Village

  • CMX - Robin Dreeke: How to Build Trust with Anyone

  • Quotable - How to Build Rapport With Anyone, with Robin Dreeke [Sales Machine NYC 16]

  • Jenny Blake - 163: Sizing People Up with Robin Dreeke — Pivot Podcast with Jenny Blake

  • eSpeakers - Robin Dreeke: "Video Podcast about The Code of Trust"

  • SocialEngineerOrg - Ep. 120 – Sizing People Up - LIVE AT DEF CON 27 with Robin Dreeke

  • Modern Wisdom - How To Read Behaviour Like An FBI Agent | Robin Dreeke | Modern Wisdom Podcast #063

Books

  • Sizing People Up: A Veteran FBI Agent's User Manual for Behavior Prediction  by Robin Dreeke and Cameron Stauth

  • It's Not All About "Me": The Top Ten Techniques for Building Quick Rapport with Anyone  by Robin K. Dreeke

  • The Code of Trust: An American Counterintelligence Expert's Five Rules to Lead and Succeed  by Robin K. Dreeke and Joe Navarro

  • The People Formula Workbook  by Robin K Dreeke

Misc

  • [SoS Episode] How This Government Agency Spy Recruiter Hacked Psychology To Change Anyone’s Behavior with Robin Dreeke

  • [Sos Episode] The Shades of Influence with Robin Dreeke and Chase Hughes

  • [White House Bios] Ronald Reagan

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[00:00:12] MB: Welcome to the Science of Success, the number one evidence-based growth podcast on the internet with more than 5 million downloads and listeners in over a hundred countries.

In this episode, I've got Austin in the studio with me. Austin, what's up? 

[00:00:25] AF: What's going on, Matt? What’s going on everybody? It's good to be here. 

[00:00:29] MB: I'm really excited to be turning the wheel over to Austin. He is going to be taking the lead on this episode. He's going to be the one interviewing Robin, and I'm really excited for all the wisdom and the insights that Austin brought to this conversation. 

[00:00:42] AF: Yeah. It was really great, and you couldn't really pick a better guest for me to take the wheel on this one. Robin is just such a joy to talk to. We go deep into a lot of his content in the past. Obviously, a very extensive background in the FBI, and one of these are really enjoyed with the interview is his storytelling. It's extremely engaging. It’s extremely insightful. Looking forward to it. Excited to be taking the mic for a little while, and of course I would welcome any feedback or insights. So let’s start the conversation. Shoot an email, austin@successpodcast.com, and we'll go from there. 

[00:01:15] MB: As longtime listeners will know, Austin is my business partner. He’s the producer of the show. He's been around since the very early days of the podcast. I'm really excited to be bringing him more into the content. He's going to be joining me for more interviews, more conversations and he's already been a part of a number of episodes that we've done. With that, I'll turn things over to Austin and we’ll get started with the episode. 

[00:01:35] AF: Well, I really couldn't have picked a better interview to start my first solo interview with, and it’s Robin Dreeke. In this interview, we really dug deep into some of the stories from Robin's past including a lot of points in his new book. These stories including everything from being in New York City near the Towers fell, to recruiting a Russian spy asset. I mean, some really intense stories and it flows like an episode of a Homeland or something out of a spy novel. Then we go really deep into the six-step system. Robin has outlined to predict people's future behavior. What motivates them? And some of the hard truths about behavior prediction. 

Now, are you a fan of the show? Do you like what you hear and you want to learn more? If you do, head to our website and sign up for our email list. You're going to get a ton of great information. We send out emails every week with curated content every Monday. We call it Mindset Monday, that we've really been ingesting that has made a really actionable impact on our lives and that we want to share with you. 

On top of that, you’re going to get a free course we created called How to Create Time for What Matters Most and you’ll just have an open line of communication between myself and Matt and you. If this sounds like something you’re interested in, go to the website, www.successpodcast.com and sign up for the newsletter today. 

Are you at the gym? Are you on the go? That's fine. Just text the words SMARTER, that's S-M-A-R-T-E-R TO 44222 and that will sign you up for the email list as well. Now, if you haven't had a chance, I recommend going back and listing to last week's episode with James Clear, James, like Robin, a second-time guest on the show, but an incredible interview that delivered a ton of value. In that episode, Matt and James show you exactly how to build the habits and routines that you need to succeed. How to break down what makes powerful habits and really share what I think is really one of the most important points for just how to stay motivated and productive no matter what happens. All that and more with Matt and our guest, James Clear, from last week's episode. 

Now, without further ado, I present to you our interview with Robin Dreeke. 

Robin Dreeke is a best-selling author, professional speaker, trainer, facilitator and retired FBI special agent and chief of the counterintelligence behavioral analysis program. Robin has taken his life's work of recruiting spies and broken down the art of leadership, communication and relationship building into five steps to trust and six signs of who you can trust. 

Since 2010, Robin has been working with large corporations as well as small companies in every aspect of their business, whether it's newly promoted leaders, executives, sales teams, customer relations, everything, Robin has cover. Robin has crafted his People Formula for quick results and maximum success. He is also the author of the book The Code of Trust and his latest book, which we discussing this interview, Sizing People Up: A Veteran FBI Agent’s User Manual for Behavior Prediction. 

We hope you enjoy the show. 

[00:04:44] AF: Robin, welcome back to the Science of Success. 

[00:04:47] RD: Hey, it's a great place to be back to. I appreciate you having me back.

[00:04:52] AF: Absolutely. Absolutely. It's been a while. For listeners obviously who may have not listened to the first episode you have with us back in 2017. Just tell me about a little bit about yourself. What you do and kind of your story. I know it's a lot of ground to cover, but just give us some context here for those who may not know.

[00:05:05] RD: Sure. I’ll give you the quick bullet points on it. I’m a ‘92 Naval Academy graduate. From there, I went to the Marine Corps. From there, in 1997, I went into the FBI. In the FBI, I did nothing but counterintelligence. Basically, I recruited spies and I served in New York, Norfolk, FBI headquarters, Quantico, Virginia and Fredericksburg, Virginia. In 2010, I took over as the chief of the counterintelligence behavioral analysis program and retired a couple years ago. Since 2010, I've been running my own company, People Formula, which is all about developing trust and relationships for every aspect of your life. 

[00:05:40] AF: That's a nice little summary there. I can see that you’ve done that a time or two. On top of all that, you failed to mention writing some pretty kick-ass books from them. 

[00:05:48] RD: Oh, yeah. Yeah. I got three books out. My first one I self-published back when I'm still working at Quantico. It's called It's Not All About Me: The Top 10 techniques for Building Quick Rapport With Anyone, and my wife routinely holds that book up in front of me daily and says, “Hey, remember this. It’s not all about.” 

Then the next one that we met on and we chatted before, which was The Code of Trust. That came out in 2017, and that is a book about behaviors that you need to exhibit in order to inspire, trust to build good healthy relationships. My current one, which is called Sizing People Up, which is all about assessing others for trustworthiness, but I quickly redefined trustworthiness because that can be very subjective and can be fraught with a little danger a little often times, but it actually comes down to predictability of what people are going to generally probably do in different situations. Really, for the main point of it is, how could we understand people at a much deeper level so we can continue to build upon those great healthy relationships both personal and professional? And in today's world, it's extremely applicable to virtual as well. For every aspect of our lives, and even today when we’re dealing with COVIT-19, people are doing a lot of online interacting, training, selling, leading, and it's all completely applicable to every aspect. 

[00:07:05] AF: Yeah, I couldn't agree with that more. I mean, your work is so fascinating. It’s something that I kind of nerd out about in general, but just the whole idea of like how you establish rapport. How you go about these relationships? Especially given your background, it's extremely counterintuitive to a lot of what I think people say. I mean, even going through your bio, I think a lot of people probably recognize some of those acronyms. They would kind of assume from television or everything how your life must have been, but the way you actually were as effective as you were and to have a career as long as you’re dead and are continuing to have that's sort of influence, it's kind of counterintuitive.

[00:07:36] RD: Yeah, and thanks. It absolutely is. From that background, you can hear, I am a biologically, genetically coded hardcore type A, which in all human beings, we are genetically coded for survival and self-prosperity. We always are looking to self-promote in most situations, but if you're wanting to develop trust and healthy relationships, you've got to make it about others. You have to understand how do you make a conversation about everyone else but yourself? How do you become a resource for the success of others? Because ultimately if you're not talking in terms of what's important to someone else in terms of their safety, security and prosperity, you're wasting your breath, because really, no one is paying attention unless it's important to them. This whole process that I came to understand as why I call my books my manuals on how not to be the moron I was born to be. It’s about how do you do this? It's a subjective art form that half the population is born with and the other half of us are trying to figure out what they're doing, and yet the ones that are doing it naturally have no idea how to articulate it because they're just being who they are. I like breaking down this beautiful poetic mosaic of art into a paint by number for folks like me.

[00:08:50] AF: Yeah. I love it. I absolutely love it. I am curious too, kind of taking a step back. Last time you’re on the show back in 2017 to discuss The Code of Trust. Very kind of counterintuitive to a lot of people’s kind of gut feelings and how to build relationships. The new book, Sizing People Up, is a little different. How was it different writing the two books and kind of how did you go about sort of, in some ways, kind of expanding on but adding to the work you’ve done in the past?

[00:09:14] RD: It was fun. It was a natural progression that happened. Code of Trust came out, and I live the code. I try my best to live the coda of trust every day, which is how do you make it about everyone else but yourself? You seek their thoughts and opinions. Talk in terms of their priorities. Validate people and give them choices. That ensures the conversations about them. 

What happened was because the code of trust, in order to inspire trust in others, you have to really focus on people very, very deeply to understand them. What I was realizing was, “Wow! The more I understood people, the more predictable they became.” So there's some very easy truths about human beings, and one of them is that human beings are exceptionally predictable, and this what I found after living the code of trust for a while, was that every human being is genetically and biologically coded to take care and support our own safety, security and prosperity. We will always act in our own best interest in terms of safety, security and prosperity. 

All I have to do now is figure out what you think is in your best interest and I now know what you're going to do. That's where it all started from. And so I really took a deeper dive to understand, “All right. What are some signs that I can actually reasonably predict someone's going to do that makes them more predictable?” Again, because I want to understand people. Code of trust about my behavior that I can do to inspire trust. The next book, this one, Sizing People Up, is actually really focusing on the behavior of others and assessing them. 

[]00:10:39 RD: Yeah, I love that. Then the point, the one thing you can almost always count on, can always predict people to do, is to act in our own best interest. It was really huge for me. I want to come back to that. But one of the things that grabbed me, and I really can't recommend the book enough, was kind of the way that you utilized storytelling to get a lot of these points across. I mean, you start the book out with an incredibly powerful story and then it kind of goes into this longer narrative, and it really reads like something out of Homeland. I mean, I’m a big like Homeland show time fan, but it really grabs you. Do you mind kind of sharing like setting the stage for what the narrative is and how you kind of start these stories? Because I mean, once I started, I couldn't stop. 

[00:11:16] RD: Yeah, and thanks. Actually, it’s so funny. Not funny, but kind of tragic at the same time right now. We’re kind of going through the same type of time period. The book really kicks off at 9/11 in New York City. In my career in the FBI, I started in New York City in 1997 in Manhattan and I was there until around 2005 or 2006. I was there. My office building was about five or six blocks away from the World Trade Center and I was in the office. Actually, I was on the street when the North Tower got hit by the planes, the first plane coming down the Hudson. I immediately went up to my floor, which I worked on, which is the 25th floor in 26 Federal Plaza. Me and a bunch of other agents are looking at this phenomenon that was going on, and it was looking like a movie., but it didn’t really hit you yet. Because remember, this is when the first tower had gotten hit. 

I'm watching the smoke starting to expand on the floor in which it went in and it's getting worse, and I remember thinking to myself, “Man! How the heck are they going to put that fire out?” Then the South Tower got hit and I remember that came through like a fireball, like we’ve all seen on TV. When you're watching it live, it looked like a movie. 

But the thing that really started to strike me right away was I was counting – You're watching and you're seeing what you thought was debris falling from the north tower, and when you took a closer look, you realized your mind wasn't really wrapping around it, but actually you’re seeing arms and legs flailing on the way down. I remember I was counting – It was weird. I was trying to time in between what I’ve seen you people jumping to see if it was getting worse or better, and I was on number eight when the South Tower got hit. 

[00:12:55] AF: Oh my God! 

[00:12:56] RD: Yeah. The whole thing starts off there. There is an engine that landed about 30 or 40 feet from my car. The plane that hit the South Tower, one of the engines flew up far enough north that land pretty close to my car. The whole thing kicks off with me in New York City. I'd been an agent from ‘97 to when this happened in 2001. So about 4, 4-1/2 years or so. What had happened was, and I explained in book, one of my brand-new confidential human sources I had, we call him Leo in the book. Again, I protect identities of everyone and I split and spliced all the cases together so that I don't give up anything, as otherwise the FBI prepublication review would've been all over me. 

[00:13:32] AF: Sure. Sure.

[00:13:34] RD: But it really kicks off with Leo. I'd worked Russians most of my career, and especially to that point, it’s nothing. But I remember going to Leo and said, “Hey, we need to kind of retool ourselves here and do something different and go after folks in the Middle East to try to get some intelligence so we can do something to help this.” Yeah, he came up with an individual pretty rapidly that was tied to a leader of another country, a Middle Eastern country, and I don't want to name anything. But the challenge at that time was can I trust Leo? Can I trust this individual that says he's got these ties to this foreign leader when he’s willing to share information? Then how do I inspire my management to trust me as well with only 4, 4-1/2 years in that I'm not going to cause some international incident? It was really a critical time to really figure out very rapidly, like I have an opportunity to do something to help and make a difference, and yet I have all these different factors. I’m the spoke in the hub on all these and how do I get everyone on board to move things forward?

[00:14:38] AF: Yeah. I mean, it really is. It grabs you from the beginning and it reads like fiction. It's like something out of a spy novel, and obviously you lived it. So it definitely is the source material there. But when you were going through, especially like in the first contact you made with the Leo character, it’s cool how it reads like fiction, and it's a story, but there are lessons embedded in the story that you then come back and outline more clearly. I want to dig into some of the six-step system that you’ve outlined and everything. But something you mentioned as you are talking to Leo the first time was he would come out, he thought he was drunk. He was like making a drink, but he'd have like weird moments of clarity. His eyes were piercing and some of the stuff he did you sort of reacted in a way that you even know in the book. If I knew then what I know now, I wouldn't have reacted that way. 

One thing that really stuck out to me too kind of even before Leo, mentioning of Leo’s story, was regarding gut feelings. The quote you have was, “I had a great deal of confidence and gut feelings back then. Now, I don't.” What's the problem with our gut feelings and our gut reactions when we’re sort of reacting to a situation?

[00:15:40] RD: Yeah. Gut feeling is that intuition kind of aspect that people have or will sometimes depend upon a lot. I'm not discounting it. I like to kind of bifurcate different aspects of it. There is one aspect of that gut feeling that can really undermine us a little bit in assessing others, and that is liking someone or disliking someone, because liking – Well, if you like someone, it’s not a paintbrush that everyone does this or no one does this. Extremes on anything are usually fraught with danger. Anyway, but in general, when you like someone, it’s because you share the same morals, ethics beliefs, background, interests, things like that. 

If you like someone, you think you can trust them. But unfortunately, just because you share all these kind of similarities, it doesn't mean you can actually trust them to perform a certain function. The greatest analogy I use is like flying. I'm a pilot and I volunteer as an angel flight pilot, and just because I trust you doesn't mean I can throw you the keys to the plane and trust you to fly us and not kill us. I mean, liking. If I like you, it doesn't mean I can trust you to fly us and not kill us, because that's not in your skillset because I can’t – A lot of people overlap that liking with trust, and no. Intuition is kind of a very subjective, and one of the things that goes into intuition is whether you like someone or don't like someone. It creates a very big bias in our minds when we regard people. That's one area I like to kind of try to avoid, because it's kind of fraught with peril. 

[00:17:16] AF: Yeah, and it makes perfect sense as to why it would be. I think even now, kind of as we look at a country, it's sometimes can seem very polarizing and a lot of times we’re making our opinions on situations simply based on whether or not we even think we might like somebody or dislike somebody. 

[00:17:31] RD: You brought up a great point there. Polarizing is absolutely right. Just think about President Trump. We don't have to talk politics at all. Here's why I think the country is so divided on this, is because he is probably arguably – He was the most well-known candidate to run for president in our history, because he had done so much reality TV, had been out there for so long. I mean, I remember in New York years and years ago when he had Trump Airlines. I mean, he's been around a long time. 

When someone's around that long and they are that well-known, you form whether you like him or don't like him. On either side, when you have that bias, it does not matter anything that person does. You see it through an optic of liking or disliking, and that's why both sides are really dug in. I mean, just ask yourself, “Who’s members of my family don't like him?” 

I asked one of them when I came up with this theory about why he’s so polarizing and I remember they said, “Well, I don't believe that. That's not what I think at all.” I said, “Okay. Well, help me understand. So you don't like him. Correct?” They said, “Yes.” I said, “All right. Is there anything he could do that you would agree?” “Oh! Absolutely not.” I said, “There you go.” 

[00:18:39] AF: Yeah. 

[00:18:41] RD: You just think of the reactions that both sides have regarding him. The people that like him, he can do no wrong in anything. The people who don't like him, there's nothing he can do right. When I brought this up before, the same can be said of Hillary Clinton as well because she's been around a long time. It's a very polarizing time I think and it’s because social media and media is so prevalent in everyone's lives that everyone really knows everyone. Maybe not for who they are, but at least they’ve been out there. You get that liking or disliking bias in there and it really clouds the ability to objectively look at cause-and-effect of behaviors. 

[00:19:23] AF: This episode of the Science of Success is brought to you once again by our incredible sponsors at Brilliant. Go to www.brilliant.org/scienceofsuccess to learn more. For a limited time, the first 200 of our listeners to sign up get 20% off in annual premium subscription. Brilliant is a math and science learning platform and they’re mission is to inspire and develop people to achieve their goals in STEM learning. I love it. The courses Brilliant offer explore the laws that shape our world and elevate math and science from something to be feared to a delightful experience. 

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Go check them out today. Brilliant is giving away 20% off their premium annual subscription to our first 200 listeners to go to www.brilliant.org/scienceofsuccess. Go today and get started. Again, that’s www.brilliant.org/scienceofsuccess. 

[00:20:50] AF: It's interesting. For me, personally, I find it like I'm the kind of person that typically I will like somebody. If they pass the gut test, I’ll like him. Until they give me a reason to, I typically trust people. Problem is as you go through life, the older you get, the more experience you have, and I'm kind of starting to realize, “Well, maybe that blind trust, that deep front is not warranted,” maybe just because you kind of look like me. I shouldn't just automatically think that I kind of like you. 

What are some things that we can do to kind of maybe take a step back and start to develop a natural sort of assessment versus just kind jumping in and liking or not liking or trusting just because that’s how we've always done or how we've always interacted with people that may look or act like us.

[00:21:33] RD: Well, and that's a great question. And I'm like you, and I think a lot of people are. I start from the default of liking, liking and trust, because that gives me the ability to have curiosity. Because if I have curiosity about you, I'm going to find out about you. When I find out about you, then I'm going to start being able to assess unbiasly. 

I'm just like you. Not a problem at all. But the first I think people always ask me, “So what's something I can do really fast to start assessing someone whether I should trust them or not trust them?” I said language is probably – Again, it's number five on my list. Language is really easy to quickly assess. What I'm looking for in language, and you can assess this in the first couple minutes when you're dialoguing with someone. Are they making the conversation about themselves or are they making the conversation about you? How do you do that? How do you asses that? People – Here’s another truism about human beings. We are genetically coded to want to belong to meaningful groups and organizations, affiliate with them and be valued by them. Language that demonstrates that is seeking thoughts and opinions. Talk in terms to that person's priorities. Validate who they are, their thoughts and opinions without judging them and give them choices. 

What I'm looking for rapidly in a conversation with someone is are they seeking my thoughts and opinions? Are they talking in terms of my priorities? My needs, wants, dreams and aspirations, things that are important to me? Are they validating me without arguing with me, or challenging me, or judging me, and are they, if appropriate, give me choices? Because that's what I'm doing when I'm interacting with someone, because that's how I inspire trust. What I'm looking for is, is that person at least 50% of the time doing those things with me? Now, if they’re saying those things and have a least one of those things in every sentence they say, now I'm going to look for nonverbal congruence. In other words, I'm looking for good high-comfort nonverbal displays while they're saying these things indicating that they have high-comfort and confidence with making the conversation about me. Most likely, this is someone who’s stepping off on the right foot with me. 

High-comfort things I'm looking for is smiling, a little bit of a head tilted to the side, exposing the side of the neck in the carotid artery. Saying, “Hey, I trust you not to rip my jugular out.” I’m looking for eyebrow elevation rather than compression. Basically, anything that's coming up and out and open with the body, which is saying I'm open and accommodating. When you see that kind and nonverbal display with someone using words like that, that's a really good first indicator. 

[00:24:01] AF: No. It's interesting, and I really want to follow your lead here. I really want to seek your thoughts on one additional thing right before I dive into what I know. One of your priorities is, is to kind of get into the real six-step system, which just hearing your language, and I can't wait to hear your thoughts on. But you mentioned predicting behavior of others is not about good or evil, or truth or fiction. And then I'm curious, how does that tie back to that people will always act in their own interests? Because it's not clear-cut. But when I’m doing research, I noticed you said it's not about good or evil, truth or fiction. It's more nuanced, but then everyone's going to act in their own self-interest. What's that relationship there? How do you kind of suss out what might be your good or your evil and how predicting behavior kind of goes into how you view what those interests maybe that other people have?

[00:24:47] RD: People acting in their normal best interests comes down to what they think their best interests are and their context. This is all about where context comes in. In understanding someone else's context without judging them is something that I learned over time. I come from the Northeast. I was born in Manhattan. I grew up north of the city. I'm an extrovert from New York City, which makes me exceptionally judgmental. Cap that with my personality type, which is on the Myers-Briggs ENTJ, extroverted, intuitive thinking, judger, which means life’s natural leader, the executive. Oh no! When you're 20 years old, I called it narcissistic megalomania jerk. 

When you put all those things together, you get a very, very judgmental human being. But when I was in the line of work for as long as I was, 21 years, here's another guarantee. If you knock on someone's front door and your job is to develop a relationship to hopefully gain intelligence to protect the National of the Security United States and you knock on that front door with a preconceived notion of right and wrong, of evil or good, and someone comes to the door that doesn't look like you r o speak like you and you're going to judge them, I can guarantee what it's going to happen. Shields up, no information. You're going to fail. If I fail, that means intelligence collection fails, which means your national security is compromised all because I was too full of myself to get over myself to understand their context at how they saw the world through their optics. It really comes down to this whole thing, is understanding what they think is in their best interest, not judging what they think is in their best interest and understanding why and how they think that way. In other words, have curiosity. 

I started building a lot of muscle memory over never being shocked by who I encountered, what their thoughts and beliefs were, and just being curious about it. Because once I started understandings – Because that's what validation is, that third thing out of the four things I say you do, is validate someone without judging them. IT doesn't mean I'm agreeing with you. It means I'm seeking to understand you. Human beings don't necessarily need you to agree with them. Human beings are just want to be heard and understood at a very primal level, because, again, when someone feels like they’re heard and understood, they feel like they’re being accepted part of that tribe, because our genetics are saying, “If you're not part of a tribe or a collective, the likelihood of your survival is slim to none.” 

Every time it's been demonstrated that we’re accepting an understanding, our brain is releasing dopamine. All the pleasure centers in the brain are firing. That's where you have to build that understanding of trying to dig deep to understand context. Again, no right, no wrong, no evil or good, just understanding. 

[00:27:17] AF: It's interesting. I think that's probably at least in my mind where a lot of kind of like popular culture or popular opinion might get all of this wrong, is it's not just so clear-cut. It's all about context and understanding how they view the world so you can understand what their priorities are.

[00:27:34] RD: Yeah. You can take it at a really light level to understand it, because I remembered when someone asked me, or quite a few times, “Hey, Robin. You worked Russia most of your career. Are you a Russian expert?” I think, “Hey, if you’ve done something for over 10 years, it makes you an expert in that field.” All I said back to him, I said, “Well, you lived in the United States your entire life. Are you an American expert?”

[00:27:53] AF: Yeah, that's a really, really good point.

[00:27:55] RD: I mean, just even my own state. I live in Virginia. It’s not even a state. It's a Commonwealth. If you go out to what we call the I-81 corridor in the West – It's Interstate 81. You start north, which is in Winchester, Virginia and you go all the way down to Bristol, Virginia. You probably go through at least three different dialects and accents ways of living life, and then you have the Richmond area, which is different, and you have the Norfolk and the Tidewater. Northern Virginia, which is all transplants around DC. I mean, and that’s just one Commonwealth. The context that everyone has about how they see the world to their particular optic is very, very different in all that. 

I mean, when you look at the political map for a state or my Commonwealth, our state has a Democratic governor and our Democratic senators. So it's blue in those areas. But when you look at the voting population across the state, it's very, very red. That just shows you, it's just a different demographic, different context, different belief systems. All these things are just different. No right or wrong. It's just what it is. Diving deep to understand that is really, really important, because that's what, again, people are seeking.

[00:28:58] AF: Yeah, I love that point, and I think it’s lost on so many folks. Switching gears here a little bit. In Sizing People Up, you've got the six-step system outlined and you already dove into language, which actually just hearing you explain it, you had a little lot more than I was even expecting. Do you mind sharing that system with us and maybe going – I don’t want to give away the farm, but at a high level kind of what each of these different steps in the system outlined. Then there's a couple that caught my eye that I kind of want to dig into. But take us through it if you don’t mind. 

[00:29:26] RD: Sure. These six signs, and there is no one sign that's more important than the other and you don't have to have all six. These are just indicators of predictability in different aspects and areas. The first one is vesting. Vesting is how much is this individual I’m engaged with vested in my success as much as they’re vested in their own? 

Signs of vesting that you can have in the workplace or simply if my boss is vested in me, he or she is going to send me to training. They're going to put me in jobs that are going to enhance my resume. They're going to include being projects that are good for my career. That someone who is invested as much is in me, in my success, as they are their own. Because I know if I'm successful, they'll be successful. It's one of those if you win, I win kind of scenarios. 

The next is longevity. Longevity is, “Does this person individual? Are they indicating through their actions, words and deeds?” They see this relationship together as long or is it short-term quid pro quo? Signs of longevity are kind of like vesting, but they’re more in the area of we established traditions together. We get together for coffee once a month, or in today's world, we’re having a Zoom happy hour once a week. I mean, there're all new traditions being established now to demonstrate longevity and a desire to continue long beyond just today. Your boss gives you projects that aren’t due next week, but are maybe something that's going to be due in a year or two. That's a good sign of longevity. 

Reliability – Reliability is the combination of ability as well as diligence to do it. In other words, you’re competence to do the job that you say you can. In other words, if your resume says you can do something, that's great, but do actually have the skills, and ability, and diligence to follow through on it? I'm looking for reliability. In other words, are they just talking the talk? Are they talking the talk and walking the walk? That combination there. 

Actions – Actions is kind of a twofold thing with me. Actions, I'm looking for positive actions that people take. In other words, they say positive things about people behind their back. They don't spread gossip. They don't spread rumors. They’re very positive in their actions, in their words that they’re doing. As well as, my favorite part of it is, and that is I call it past patterns and key behaviors. In other words, if I see you do a certain task or a job the same way like two or three times in a row, the likelihood of you doing that same way four, five and six times is pretty dang hi. Unless – Now if it changes and you don't do something the same way, then that means something went sideways in your life. There’s a new stimulus that came in there, which gives me curiosity. “All right. What happened? Here are the causes.” A change. That's what actions are about. 

Language, we already went over. I'm looking forward, seeking my thoughts and opinions. Talking in terms of my priorities. Validating me, which we just talked about, and empower me with choices. Finally, sign six is stability. That relates to emotional stability. When times of stress and like we’re going through right now, are people going off the rails and staying off the rails or do they have the ability to maintain emotional stability and come back to good cognitive thought and process?

[00:32:28] AF: Out of these six, if I'm using this system to predict behavior, how susceptible would this be to someone who's trying to manipulate us or lie to us? Because it seems to me that one of these – I have experienced someone being able to use one, two, maybe three of these to manipulate, but all six would seem difficult. How do we kind of spot someone who might be using these to try to mislead us or manipulate us?

[00:32:52] RD: I get a lot of questions a lot about manipulation. As I've said before, I am the counterintelligence spy recruiting guy, that I am 100% anti-manipulation. There’s a long way around to answer your question, but I have these three anchors that I do, which are my absolute end goals in every situation and encounter I have with every human being. My number one is a good, healthy professional relationship, because if I don't have a good healthy relationship, everything else will fall apart. It doesn't matter what little milestone I'm trying to achieve in life. You cannot achieve anything without good relationships. 

I always say you can have the greatest genetics, biology and intelligence on the planet, but without relationships, you might as well be a moron on top of a mountain by yourself, because you will achieve nothing. Everything comes down to moving forward in life with relationships. I value that above all. In order to have those, the second step is you have to have open, honest communication transparency. That's the key that I'm looking for to ensure that I don't deal with manipulators, because people say, “How many times did people try to manipulate you, Robin, using the same techniques?” I said, “It doesn't happen.” “What do you mean it doesn't happen?” “Well, it doesn't happen,” because if you're talking in such a way, which you're using a lot of words, a lot of confusion, or you're trying to beat around the bush on a certain topic or whatever it is and I seek transparency, because again, healthy relationships are based on open dialogue and transparency. If I'm seeking transparency and you're not giving it, that means I'm not ever going to say you’re a manipulator. All I'm going to say is that, to myself, is that you are not looking for a healthy relationship in this lane, and I'm going to back away. 

I avoid the manipulation. I spot it, because if you're not looking to have an open, honest communication and transparency with me in this area, that means something's off. It might be an attempt of manipulation. Manipulation – People generally don't think of themselves as manipulators. They’re trying to get what they want, which is pretty much the same thing. But if they’re trying to get what they want, which is fine, but if they're trying to get what they want with use of deception and a subterfuge, yes, manipulation. I back away. 

The other thing I'm looking forward to is that congruence. I talked about the congruence between language and those nonverbal indicators of comfort. I'm looking for the same thing in all these signs. I should be seeing, when you're interacting with me and we have a good healthy relationship, I should see nothing but good comfort nonverbal displays. If I’d start seeing stress displays where we got a lot of close body positions blading away, leaning away, lip compression, eyebrow compression, all the things that are kind of scrunching the body in, at the same time they're trying to say these positive things. That means we have incongruence. That's what gives us that creepy used car salesman's feeling. It’s that incongruence between good words and technique, but feelings and emotions that are completely opposite of that, which gives that negative nonverbal indicators. That’s what I’m looking for. I’m looking for transparency and congruence to make sure that we are not dealing with a manipulator. 

[00:35:50] AF: When you look at these six steps, it's interesting. They're not all mutually exclusive, because reading through a lot of this, I was reminded of, we've got a company that does restaurant technology, and obviously restaurants right now in the midst of a COVID-19 crisis is just appended, right? One of the things that we do is online ordering. I was talking to a large company and they wanted to implement online ordering, because right, curbside, you have so many phone lines and yadi-yada. We were talking, and basically it was like, “Can you waive fees through all these?” I was like, “Sure. We can get very creative. I know it’s a difficult time.” But if we’re going to waive a lot of fees and we’re going to do discounted pricing in the long run, what we’re going to need is you at least a year to three-year long contract.

Then it was like, “Woah! Woah! Woah! Woah! Woah!” Like, “Well, we’re not really in a time to sign a long term contract. We just don’t know where things are going to be.” But trust me, we want a long term partner, but we want to start with no contract just month-to-month with the first couple months waived. 

In my head I was like, “Okay. So we’re going to go month-to-month. We’re going to waive the first three months, but you're not going to put your name down on anything that would tie you to us for any longer than that.” It seemed a little weird to me. But going through like the six-step system and also some of the things you look for manipulators, all the people I talked to were extremely informative. They were extremely transparent. Obviously, they told me the situation. They seemed very comfortable. Of courses, it’s all digital. But the more I kind of read through your system, it was like I don't think they're being intentionally manipulative. I think it's more just laying your cards on the table and showing what is said actually a win for me, which then allows me to work to see what would be a win-win. 

If I just went with the one, I'd be like, “Well, you guys are being dishonest. You’re trying to manipulate me into working for free. No. No. No. We’re going to leave it,” which would then kind of shut me down to establishing that healthy relationship. But if I can kind of get this full picture, I mean, especially using this framework, like they hit every single box except for longevity, which – I mean, they respond to emails. They pick up phone calls. They're very responsive. But looking at just longevity I’d like, “Wow! They're trying to manipulate me,” which is what I thought. 

Honestly, about six hours ago, because now I think through. It’s like, “Well, they are reliable. Their actions are – They are following through in what they’re saying they’re going to do. They’re very stable in answering the phone. They don't get very emotional about things.” It changes immediately. The short-term interactions you’ve been having, or not short-term, but the recent ones. I mean, it's amazing how this lens can be just put on and immediately kind of change your interactions.

[00:38:26] RD: What a great perfect example that is too. I don't really talk about in this. I talk about it in my first book. What they gave you in return was they gave you a time constraint, because a lot of times time constraints make people feel a lot more comfortable because they feel like they have a little more control. They were giving you all the great signs. As you described it, it’s like, “Oh! They’re hitting on everything.” Because the big thing they’re hitting on with you is what? You said it. Transparency. They’re being as transparent, but they gave you a time constraint, because people right now are fearful of long-term relationships because we don't know what tomorrow is. I think it's very reasonable for people to say all these other things in this right way, but so what we don't have right now is the signs of longevity because of fear. But as long as someone is being transparent about their unwillingness to do it, that's trustworthy, or that’s predictable, because they’re transparent about it. 

Now, if they were hemming and hawing and trying to make excuses. No! That someone that’s – But if they’re being so transparent. They’re giving you all these other positive signs. Yeah, it sounds like a good deal. 

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[00:41:13] AF: One of the things too, and this is kind of sticking in this like sort of business vein, but what role does persistence have in like predicting behavior and establishing these relationships? Because when you think about salespeople, it's like if you’re too persistent, you can turn people off and you can claim them up, right? But then by being persistent, you position yourself and sometimes it could be six months where it’s just not a good fit right now. We don't want to do it. But then all of a sudden, something happens, and all the sudden I want to be your best friend. How do we kind of tow that line between persistence and just kind of being annoying?

[00:41:50] RD: Yeah. The annoying persistence is when someone is continually badgering you or contacting you and all they keep doing is talking about what they want. My third thing, as I said, I was going to have at least three anchors, and I only gave you the two. Healthy relationships [inaudible 00:42:07] communication and transparency, and the third anchor, so it's a good lead-in, is I make myself an available resource for the success and prosperity of others without expectation or reciprocity. This is where the third anchor comes in with persistence. 

I make myself an available resource. Meaning, I make myself available. I don't impose myself from your life unless you want me to, and I'm available. I don't offer help, because that can be very demeaning to some people. I offer my resources. Because, again, what sales? What's business? Business is nothing more than understanding the priorities of someone else and offering them resources that you have in terms of those priorities. As long as when you're making contact – I mean, I deal a lot with the finance industry and customer relations and building, these things are long-term relationships of building predictability and trust with someone. 

How's that work so you're not badgering someone? As long as you're continually talking in terms of their priorities and knowing what their priorities are and as you see things in the world shift that might affect their priorities and you have resources that can help them mitigate those things, that’s someone who’s continually talking in terms of their priorities.. I would not say that’s someone who’s badgering. That’s someone who’s continually being available for their success and prosperity as things shift and change. 

Now, if you keep doing the same thing again and again, that's badgering. But if you keep shifting your resources in terms of them and their changing times, that someone who’s actually paying attention and you’re talking in terms their priorities. 

[00:43:33] AF: I love that distinction. It’s so powerful too. Really, for anyone listening to this who is in the sales field, or really in business in general, I think that's a huge takeaway and how you should communicate with people that are either your customers or you want to be your customers or really any relationship you have in the workplace. 

[00:43:50] RD: There’s a great movie, an older one, I absolute love. It’s called Secondhand Lions, and this is about two older guys that came back from serving the foreign legion. They’re living out in the middle nowhere in Texas and their estranged nephew gets dumped off by another family member. This little guy is living in this house and the whole thing takes place, I think it’s in the – It’s probably in the 50s, late 50s, early 60s. What was really amazing was all these sales, because they heard that these two guys had millions of dollars stashed away in cash. So you had all these traveling salesman show up at their property, trying to sell them what they wanted to sell the make money to these two older guys. These guys would sit on the front porch with her two shotguns and they shoot them up in the air, scaring all the salesman off, but there's this one salesman that kept coming back. After he came back like three times, and the third time he comes back, because he saw that they were shooting shotguns, when he came back, he had a skeet, a skeet thing on the back of his car that he towed in there. He said, “Hey, I noticed that you are two sporting guys like yourself, and I got just the perfect thing that only kings use these days.” He set up this trap and skeet thing that shot the clay pigeons out in the air and he took out a shot gun in the back of his trunk and he shot it and they saw the clay pigeon explode. So they bought it. What this demonstrates it all the other salesman could try to sell these two older guys the things that they wanted to sell the make money. This guy actually paid attention to their priorities and brought something for them and they made a good business deal. 

[00:45:17] AF: What a great, great example. It’s called Secondhand Lions?

[00:45:21] RD: Yeah. It's got Michael Kane and another famous actor. Good, good, good, wholesome show. 

[00:45:26] AF: Okay. Great.  Yeah, we try to keep it wholesome here on the show, but I’ll be sure to link that in the show notes. Robin, I've really enjoyed the conversation. I know we don't have too much time left. I've got two just kind of quick wrap up questions and then we’ll let you go. But I'm curious, this is a little out there, but if you could interview yourself anyone alive or dead today, who would it be? I mean, you’ve had such a colored career and you’ve obviously been extremely successful and you've been through a lot. If you could talk to anybody and pick their brain, who would you pick?

[00:45:59] RD: Oh my gosh! I probably had a whole long list. I'm not impressed with fame or fortune or anything. The most impressive people that I admire in life are the ones that are really, really self-aware that have great humility and humbleness. I would say anyone that has demonstrated that, I’d be very, very curious about them. I am, I have a good friend of mine that I served with in New York. He rose up to the ranks of the FBI and now he works high-level in the state of New Jersey. I always asked him. I said, “How are you made?” 

I'd be interested by people like Mother Teresa, Gandhi, Jesus. I mean, all the historical figures in life that just seem to elevate themselves beyond to see life with great clarity of, again, not judging, but just for what people were without judging them. Boy! There’s a whole. Actually, you know what? Because of when up, I'd probably say at the top of my list, it’d probably Ronald Reagan. 

[00:46:59] AF: Great answer. Yeah, I love too. It’s even interesting to hear you kind of out loud go through your mind as to what would exemplify that. Even that just says volumes. I think about you and your character and just kind of how you would even look at someone. I think it’d be easy for a lot of people to say like Elon Musk, like Steve Jobs, or somebody that obviously a brilliant mind. No doubt about that, but it really shows a lot about your priorities and what you value to kind of hear you even go through that mental exercise.

[00:47:29] RD: Oh, thanks. Yeah, I love anyone that has the ability to laugh at them self and self-deprecating. As someone with a great amount of self-confidence, but not arrogance. Those are my favorite people in life. 

[00:47:40] AF: Yeah, I think it's very important to laugh at yourself if you’re going to sane in today’s world. At least I hope that’s the case, because I laugh myself a lot. 

[00:47:47] RD: We need it now. Humor will get us through this. There is no doubt. My parting emails on everyone now is stay safe, healthy, and sane.

[00:47:55] AF: Yeah. Yeah. I mean, it’s so relevant, and I couldn't agree with you more. Last question for you, Robin, and then I want to make sure that everybody has a chance to go find your work and know where to find you, but what's one piece of homework that you would give the audience? I mean, we went through 2017. What now given the current sort of lay of the land, the current predicaments we find ourselves in? What kind of one piece of homework that you would give the audience to go out and start implementing some of these things that you've written and talked about today?

[00:48:26] RD: The greatest thing that we have going on right now is the fact that I know we’re stuck at home doing a lot of things virtually, but it has not changed what each of us is seeking and craving, and we can still give that to each other online, which is – I mean, if this was going to happen in any point in history, this is probably the best point, because we still have the ability to interact. We see each other, whether we’re doing Zoom or Skype or something like that. Here’s the greatest thing you can do for another human being right now; seek their greatness and take note of it, because here's another guarantee. We’re all working on something. Every human being is born pretty perfect and the world messes us up for about 19 years and we spend the rest of our lives trying to unscrew. We’re all working on something. Seek their greatness, whether it’s personal, professional. When you seek their greatness, you’re going to start seeing the person in a positive manner. 

The second thing to do is start taking note of other people's priorities, their needs, wants, dreams and aspirations, personal, professional, long-term, short-term and make sure that you're talking in terms those and start asking yourself, “How can I be a resource for this person’s success in terms of their priorities? When you start doing those two things, you’re going to start seeing relationships get very, very deep very quickly. When we start doing that for each other, you're going to start seeing that the synergy is going to really start happening, because this is what good relationships are built upon. I don't care whether you’re doing it in business world, sales world, hedge fund. Without good healthy relationships, you're not can move forward. So those are two great things you can do right now to start moving in. 

[00:49:52] AF: Amen. I love that homework. Last, Robin, we want to make sure everybody can find you. What's the best place for them to learn more, of course, buy the book and just dig into your work in general?

[00:50:02] RD: Absolutely. Peopleformula.com. That's my company, all one word. Peopleformula.com. I’m actually in the midst of role now my online training courses, the People Formula Certification Courses. I got one out now. I'm hoping to have another one out this week. I want to do a deeper dive in all my stuff Please go there. You can also reach out for me, there's also YouTube videos me doing keynotes on their and more podcasts. There's lots of resources for whatever you want to do. 

[00:50:28] AF: Yeah, I can't stress this enough. I mean, we don’t do this with every guest, but definitely go out there and follow Robin's work. It’s something that you’ll be able to ingest easily and it’ll be entertaining, but it will also make a huge, huge impact on your life. 

Again, the book is called Sizing People Up: A Veteran FBI Agent’s User Manual for Behavioral Prediction. Out now, Amazon, all booksellers. Check it out. Robin, thank you so much for coming back on the show. I hope we get to do it again one day, but keep up the good work. 

[00:50:52] RD: Thank you. You guys too. Remember, stay safe, stay healthy, stay sane. 

[00:50:57] MB: Thank you so much for listening to the Science of Success. We created this show to help you, our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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June 04, 2020 /Lace Gilger
Influence & Communication

(B) Traits of Every Successful Entrepreneur with Michael Gerber

June 02, 2020 by Lace Gilger in Influence & Communication

In this episode we bring in legendary business expert Michael Gerber, author of The E-Myth Revisited to share why most small businesses don’t work and show you exactly how you can build a truly scalable business.

Michael E. Gerber is an Innovator, Entrepreneur, Author, of the mega-bestselling author of 29 “E-Myth” books. The Wall Street Journal named The E-Myth the #1 business book of all time (November 1995) having sold millions of copies and has now been applied in 145 countries, in 29 languages and is taught in 118 universities. He has founded The Michael Thomas Corporation, The E-Myth Academy, E-Myth Worldwide, and Michael E. Gerber Companies, and has served over 100,000 small business clients. 

  • Why most small businesses don’t work and what to do about it

  • The vast majority of small businesses are solopreneuers.. but they are just technicians suffering from an entrepreneurial seizure

  • What’s the difference between the Technician, the Manager, and the Entrepreneur? (And which one are you?)

  • A technician never truly thinks like an entrepreneur.. they fall into the trap of doing it every single day.

  • If you don’t understand it, you don’t do it, and if you don’t do it, you will be stuck. 

  • The four elements of an entrepreneur:

    • A dreamer - dream

    • A thinker - vision 

    • A storyteller - purpose 

    • A leader - mission 

  • How do you grow from a company of 1 to a company of 1,000?

  • The manager's job is to manage the SYSTEM that has been created by the entrepreneur to effectively enable the technician to perform their role.. to enable everything to happen. 

  • A technician wants to do the work... but they don’t want to deal with being managed. 

  • The entrepreneur wants to constantly be creating.. and they drive everyone crazy.. they are always in the future looking at the next best idea. 

  • The technician is in the present.. doing the work. 

  • The manger is trying to harmonize the entrepreneur and the technician. 

  • What should you do if your business is stuck?

  • Working ON Your Business vs Working IN Your Business

    • Working on your business means you have to rise above the day to day activities of the business

    • You have to be able to see the business and be detached from its operations

  • Becoming defined by, and attached to, your perceived roles is a disease. Growth requires letting go of the roles that you perceive you need to do. 

  • Growth requires transcending yourself to transform yourself. 

  • You have to transcend beyond what you do, but also you must transcend WHO YOU ARE. You have to transcend your PERSONALITY to discover the true potential of the human being within.

  • Entrepreneurs are not born, they are made. They are made through an insight into this very topic. 

  • Why are so many entrepreneurs, solopreneuers, and small business owners trapped in and stuck with their existing identities? Why are they stuck, unable to transcend? 

  • There is a huge difference between owning a small business and being self-employed - they are essentially the opposite kinds of mindset. 

  • Many people say they want to become an entrepreneur but have no idea what that means. 

  • The true distinction between an entrepreneur and someone who is self-employed is wanting to have a more profound and greater impact on the world. 

  • If your dreams and aims are larger.. then almost by definition you must marshal resources at a larger scale than just yourself to create that impact.

  • The first thing that has to happen, at the very beginning, is that you have to create a PLATFORM to create the change you want to see in the world. 

  • Your dream can’t be a personal dream.. it must be a larger dream.. a bigger vision about helping people. 

  • The dream is the big change you want to see in the world. 

  • The vision is the form that your company will take to make that dream a reality. 

  • It’s never about you. It’s about helping others. Figure out WHO you want to help. 

  • Stop living with the need to control, and you become free with the desire to CREATE. 

  • The calling is NEVER about money.

  • Homework: Read the E-Myth revisited. If you’ve already read it, then re-read it. 

  • Homework: Read Awakening the Entrepreneur Within 

  • “I've read the e-myth 39 times"

  • The Eightfold Path

    • Dream

    • Vision

    • Purpose

    • Mission

    • Job

    • Practice

    • Businesses 

    • Enterprise 

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Michael’s Website

  • E-Myth Website

  • Michael’s Wiki Page

  • Michael’s LinkedIn, Facebook, and Twitter

Media

  • Mental Pivot - Book Notes: “The E-Myth Revisited” by Michael E. Gerber

  • Michael’s article directory on INC

  • The A-Player Interviews - “Michael E. Gerber Talks About his Latest Venture: Radical U” by Rick Crossland

  • Business2Community - “The E Myth Summary: How to Create a Business That Won’t Fail Immediately” by Ben Mulholland

  • Benchmark Business Group - “Our E-Myth Beginnings”

  • [LinkedIn Article] “The NEW Online Dreaming Room” by Michael Gerber

  • Medium - “A Summary Of The E-Myth Revisited, By Michael E. Gerber” by Jeffrey Marr

  • Forbes - “Your Business Is The Most Important Asset You Have For Sale -- Michael Gerber's Take” by Moira Vetter

    •  “The E-Myth Principle is Still Alive and Flourishing” by Martin Zwilling

  • [Podcast] The Wealth Standard - The Universal Methodology Of Growing A Small Business With Michael E. Gerber (Includes Article)

  • [Podcast] Awakening the Entrepreneur Within -  with Michael E. Gerber

  • [Podcast] The Productivityist Podcast: Beyond the E-Myth with Michael E. Gerber

  • [Podcast] The Small Business Big Marketing Show - 338 – THE E-MYTH’S MICHAEL GERBER ON HOW TO GO FROM A COMPANY OF ONE TO AN ENTERPRISE OF 1,000

  • [Podcast] Built to Sell - An Interview with The E-Myth’s Michael Gerber

Videos

  • Michael’s YouTube Channel

  • Family Wealth Traditions - Turn-Key Business Revolution: Classic Michael Gerber - EMyth

  • Productivity Game - THE E-MYTH REVISITED by Michael Gerber | Core Message

  • Joseph Rodrigues - The E Myth Revisited by Michael E. Gerber (Study Notes)

  • Tom Bilyeu Classics - Four Hats Every Entrepreneur Must Wear - Michael Gerber | Inside Quest #14

  • Dentsply Sirona Lab - "The E-Myth" - Key-note lecture by Michael E. Gerber at our Marketing Summit 2016

  • Jeffrey Marr - The E-Myth Revisited By Michael E. Gerber | Animated Video Summary | Between The Lines

  • Jamie Masters (Eventual Millionaire) - BEYOND THE E-MYTH WITH MICHAEL GERBER

  • Evan Carmichael - Michael Gerber Interview (@MichaelEGerber) - E-Myth / Dreaming Room Creator

    • Michael Gerber's Top 10 Rules For Success

Books

  • Michael’s Amazon Author Page

  • Beyond the E-Myth Book Site

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Hey, it’s Matt. I’m here in the studio with Austin. We’re excited to bring you another business episode of the Science of Success. We just launched season 2 of our business episodes. If you want to learn more about what these are and why we're doing them, be sure to check out the season 2 teaser that we recently released. With that, Austin, tell us a little bit about how these episodes are different than our traditional Science of Success episode?

[0:00:36.2] AF: Yeah. It's important to note that you're still going to get all the great contents you've come to know and love from the Science of Success every Thursday. These are bonus episodes with added value, specifically centered around business. We've interviewed some true titans of business and multiple industries from multiple walks of life. What we're going to focus on are the habits, routines and mindsets that made them successful titans they are today.

That said, these are lessons, routines, stories, best practices that anyone can learn from and apply to their life. You don't have to be a business owner. You can be an employee. You can be a student, or you can of course be a business owner. Come check them out. You're going to come away with a ton of valuable takeaways. We do have a bit of a business focus on these specific business episodes in season 2.

[0:01:19.7] MB: With that, let's get into the episode.

[0:01:23.0] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we bring in legendary business expert, Michael Gerber; author of The E-Myth Revisited, to share why most small businesses don't work and show you exactly how to build a truly scalable business.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right? on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we showed you exactly how to build the habits and routines you need to succeed, we broke down what makes powerful habits and shared how to stay motivated and productive no matter what happens, with our previous guest, James Clear.

Now for our interview with Michael.

[0:02:48.7] MB: Michael Gerber is an innovator, entrepreneur and author of the mega best-selling 29 E-Myth books. The Wall Street Journal named The E-Myth the number one business book of all time and it sold millions of copies and been translated into 29 languages. He founded the Michael Thomas Corporation, the E-Myth Academy, E-Myth Worldwide and the Michael E. Gerber companies and has served over a hundred thousand small businesses.

Michael, welcome to the Science of Success.

[0:03:17.4] MG: Matt, delighted to be here.

[0:03:19.5] MB: Well, we're so excited to have you on the show today. Obviously, you're a legend in the business world, and so it's really exciting to be able to have you on the show.

[0:03:27.9] MG: Well, thank you. I’m delighted to be a legend in the “business world.”

[0:03:34.3] MB: Well, as I told you in the pre-show, I'm a huge fan of E-Myth and I have an old dog-eared underlined copy sitting on my bookshelf that I've reread many, many times. I'd love to start out with just a couple of the key ideas from that book, because to me this is one of the most important business books really that's ever been written and I think it was even at one point, named the top business book of the year, or the top business book of all time. Isn't that correct?

[0:04:00.3] MG: Well, yes. It is. The book you're really speaking about is the second book in the series, which was called The E-Myth and is called The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It. The original book, The E-Myth, was published in 1986. Can you believe it? The second in the series, The E-Myth Revisited was published in 1995. It was revisited which has captured the minds and hearts and attention of so many, many millions of small business readers.

[0:04:44.0] MB: Let's start with the fundamental question, why do most small businesses not work?

[0:04:50.8] MG: Well, because they started wrong. They’re started by a guy, by a lady who has technical skills, a carpenter, a graphic designer, a programmer, whatever. They started small business to get rid of the boss. Mainly, they're working for somebody else and they hate it. They start their own business to do what they love to do, which is programming, or carpentry, or graphic design and begin doing it, doing it, doing it, doing it. They built them what they call the business, which is really nothing other than a job. They're effectively self-employed.

They build a business that depends upon them. If in fact they're successful at it, to begin to become overwhelmed with the myriad and varied other skills, capabilities, knowledge that's required in order to do that. Most of them never do. The vast majority of “small businesses” are what have been mockingly called solopreneurs, well, they're not preneurs at all. They’re technicians suffering from a entrepreneurial seizure, as I say in The E-Myth. That's the very first and most fundamental reason that the vast majority of small businesses fail, that the very small minority of small businesses ever grow into something other than a small business. It requires an enormous shift of attention and purpose and understanding for someone to make that great.

[0:06:59.6] MB: You've throughout two terms there that are both really important to understand to grasp this key concept. First, you talked about the technician and I'd love to explore really the three main roles that people fall into within a business; the technician, the entrepreneur the manager. Then we'll get into the concept of the entrepreneurial seizure and really how the journey typically takes place.

[0:07:21.7] MG: Perfect. Well, the technician is the doer. That's the one who does the work. In a large company, that's the one at the bottom. It's the guy who does the job. It's the HVAC technician who goes out and fixes the air conditioner. It's the woman who does the graphic design. It's etc., etc. The manager in a emerging organization is one who manages technicians. In fact, the manager oversees the work of a technician to make certain that the work is being done the way it needs to be done in order to produce the results that have been promised to be produced.

The entrepreneur is the one who founds the company, creates the company and essentially, like Steve Jobs, or Bill Gates or on and on and on and on, Walt Disney, leads the company and most often, plays the role of the chief executive officer of that company. Effectively in the company, the entrepreneur is the CEO and in many cases, the CMO, the CTO, the CIO, whatever all of the C-level functions are in a small emerging company.

The mid-manager, the middle managers are the ones who oversee the work. The technicians are the ones who do the work. As you can imagine in a small business, the technician “is the entrepreneur,” but in reality, not. When I say in reality not, because the technician never truly thinks like an entrepreneur and we can describe what that is, they fall into the trap of doing it, doing it, doing it, doing it every single day. Because they are singular in scale and scope, that means they're just me doing it, like you're doing it right now and I'm doing it right now. Right now, we're technicians doing an interview. You follow me?

The manager manages that to make certain it's working. The leader leads that to make sure that it's reaching the level of performance that is necessary for that small business, that job to grow and do a business and that business to grow into an enterprise. Does that help?

[0:10:24.4] MB: Yeah, that's a great description. I want to come back to the mindset of each of these roles and how they clash and what that class really means for the day-to-day struggle of a small business owner.

[0:10:39.4] MG: Well, great. Let me first describe for you the core components, the four elements of an entrepreneur. I write about that in my book, Beyond the E-Myth, effectively dealing with the entrepreneurial totality that is absolutely essential to understand, most specifically when someone starts a small company, because to the degree, one doesn't understand this, they will never live this. If they never live this, they will never do this. If they never do this, they will be stuck in a tragic relationship with themselves and with the company, that start up, that job they've created.

An entrepreneur has four different personalities. I call them a dreamer, a thinker, a storyteller and a leader. In that regard, the dreamer has a dream, the thinker has a vision, the storyteller has a purpose and the leader has a mission. In my case for example, in 1977 when we started our original company, which was called the Michael Thomas Corporation, my dream was stated very explicitly, to transform the state of small business worldwide.

My vision was to invent the McDonald's of small business consulting. My purpose was that every small business owner who was attracted to our point of view, our paradigm and implemented it could be as successful as on the lowest level of McDonald's franchisee, and on the highest level, McDonald's itself. Our mission was to invent the business development system that was crucial for any small business to be able to grow from a company of 1 to a company of 1,000. I call it the emergence of an enterprise.

You see that when you understand that role of the entrepreneur, then you understand the role of the manager. The manager’s true job then is to manage the system that has been created and led by the entrepreneur to effectively enable the technician to perform the role that technician is to perform, to enable the dream, the vision, the purpose and the mission to be expressed in the work that technician does in order to take the promise of awakening the entrepreneur within in our case, small business clients. You follow that.

[0:14:01.8] AF: This episode of the Science of Success is brought to you once again by our incredible sponsors at Brilliant. Go to www.brilliant.org/scienceofsuccess to learn more. For a limited time, the first 200 of our listeners to sign up get 20% off an annual premium subscription. Brilliant is a math and science learning platform and their mission is to inspire and develop people to achieve their goals in STEM learning. I love it.

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Go check them out today. Brilliant is giving away 20% off their premium annual subscription to our first 200 listeners, to go to www.brilliant.org/scienceofsuccess. Go today and get started. Again, that's www.brilliant.org/scienceofsuccess.

[0:15:29.2] MB: It all makes sense and it almost is easier to see the distinction in a larger enterprise. When you scale all of those roles and all those functions down into the head, or the life, or the activities of a single individual, that's where some of these conflicts start to arise.

[0:15:46.0] MG: Well, yeah. That's where the conflicts, because understand to the technician, all he really wants to do is the work. I want to be a photographer. I want to be a photographer. I want to be a graphic designer. I want to be a graphic designer. The only reason they left the job that they had is because their boss controls them every day. The last thing the technician wants to do is to create a control of what he or she does. E. g. the entrepreneur has control over all of the work that must be done in that organization, as Steve Jobs did so eloquently and graphically and profoundly in the beginning of Apple Computer.

As everyone does who is a true entrepreneur, so you understand Steve Jobs started as a technician, but as an entrepreneurial technician who effectively had a dream, a clear dream that he wished to realize. His job was to orchestrate that outcome in such a way that he could replicate it throughout the world. Of course, that's what the first product of Apple was designed to do. Of course, as true of every entrepreneur as well, the entrepreneur is the creator. The entrepreneur is the infinite creator. The entrepreneur never stops creating. The entrepreneur drives everybody crazy, because the entrepreneur is always in the future, always in the future, always in the future.

The technician is always in the present, always in the present, always in the present. The manager is trying to keep the two of them from doing battle with each other. You can see the balance the manager plays in that role. Well, if the manager isn't effectively enjoined into this process, this evolution of an enterprise, then the conflict begins there. If the technician is holding on to his right to do what he wants to do in the way that he or she wants to do it, insists upon doing it no matter what the entrepreneur says, no matter what the manager says and you understand in this case, I'm talking about the entrepreneur as one of the personalities within a technician, the manager is one of the personalities within the technician.

In the beginning, the technician is running the show. Effectively, this job that I've taken on for myself is fraught with complication, because it's constantly in conflict with the dueling of it, in order to create the seeing of it and the expansion of it into a truly dramatically, creative enterprise that grows and grows and grows and grows. Apple grew from a guy doing it, doing it, doing it, Steve Jobs, to the very first trillion dollar enterprise ever created on the planet. Think about that.

[0:19:31.6] MB: It's so interesting. To see these different mindsets, the entrepreneur, the technician and the manager all operating in one person's head, give me an example of how those things might conflict with each other, or might create conflict in a small business situation.

[0:19:50.6] MG: Well, first of all, if the technician, the doer, the graphic designer has never read The E-Myth Revisited, they wouldn't even know about that story. They wouldn't know about the entrepreneur, the manager and the technician remarkably. The first one who's ever told that story in my first book, The E-Myth: Why Most Businesses Don't Work and What to Do About It, and then expanded upon that story in my conversation with Sarah in The E-Myth Revisited, Sarah being the technician in a pie shop, a baker of pies.

Suddenly, Sarah owns a business because her pies attracted a great enthusiasm from the marketplace, so she couldn't just bake pies herself. She had to get other people to bake pies and she couldn't just resort to baking pies alone. She had to create a restaurant in which she fed people pies and on and on and on. All of a sudden, she's involved in a completely different organization than the one she started unwittingly at the beginning, because of her love for pies.

The technician begins to experience as they begin to experience the response from the marketplace, from their customers who love their pies, who love their pies, who love their graphic design, that more and more people are attracted to them. As more and more people are attracted to them, they begin to realize they need to organize this in such a way that enables them to continue to do what they love to do and not have to do the stuff they don't love to do, so they hire a bookkeeper, or they hire a sales person, or they hire you follow me, they hire somebody do the work they don't love to do, but they're forced to do at the very beginning of the company as a company of one.

As this emerges, something occurs. Something that occurs in that technician is, “Holy cow. People really love this. Holy cow. This is something bigger than I thought it was. Holy cow. How do I do bigger?” As they begin to say, “How do I do bigger?” They begin to read perhaps books on doing bigger. They begin to look for resources that might teach them about how to do bigger. They might get a business coach. They might get a business mentor. They might begin to join the association of sole proprietors, or the association of solopreneurs. You get my point.

As they begin to do that, they begin to be influenced by ideas that they never had at the beginning. As they begin to be influenced by ideas they never had at the beginning, they begin to see the structural reality of an emerging enterprise, of emerging company, a company of six, a company of 10, a company of 30, etc., and so forth. In the process, they go out to learn what they need to learn in order to deal with it. You follow me.

It's always at the beginning from the point of view of one. I'm one. I'm one who wants to do something that I don't know how to do. It's now more than just baking pies. It's now doing the books. It's now etc., etc., etc. As they begin to realize, it's now more than baking pies. They have to expand their awareness to all those different functions that exist within an emerging company. That existed at the very beginning in the company of one. Meaning, she had to sell it. Meaning, she had to deliver it. Meaning, she had to buy the apples to put in the pies. Meaning and on and on and on and on and on.

The minute she begins to see that, she begins to see that there is no really such thing as a company of one. There's a company of many, but that has to be organized in a way that enables each one of those functions to work in tandem with each of those other functions in a process that has intelligence to it. That intelligence escapes most solopreneurs. They simply are stuck as a technician and resist having to grow beyond who they are.

[0:25:12.5] MB: That makes me think of two really fundamental lessons that I learned from E-Myth Revisited and I'd like to explore both of them. One is that you have to start with changing yourself first. The other is this concept which has now become extremely popular, which is the notion of working on the business, instead of working in the business. Let's start with that idea and then come back to the notion of changing yourself first.

[0:25:36.1] MG: Yeah. Well, I created the conversation about working on it, rather than in it from the very beginning, way back then in 1977 as we joined my partner and I then, Tom, created the Michael Thomas Corporation and we created the dream, the vision, the purpose, the mission and we asked the question, so how does one do that? Became very, very clear to us, we have to go to work on our company, not just in our company, if our company was ever to emerge into something other than two guys doing it, doing it, doing it.

The working on it means you have to rise above it. Once you begin to realize I have to rise above it, so that I can literally see it and remain detached from it, attachment is a terrible disease. We become so defined by our perceived roles, who we are that we find it almost impossible to grow beyond who we are. Growth of a person, growth of a company, growth of anything requires that separate capability to transcend myself, if I'm ever to transform myself. To transcend my company, If I'm ever to transform my company.

It is A, if not the key ingredient in truly awakening the entrepreneur within who must play the role of transcending herself, not just the company in order to discover herself in a way that's going to lead her to discovering all of the other components of one's self necessary to lead and grow and imagine and create what in fact one is here to create a life fit for. And I'm saying, a higher power.

[0:27:58.6] MB: Such a great point. The idea that you have to transcend yourself in order to transform, in order to grow, that you have to let go of the roles that you're attached to, the things that you feel you have to keep doing to ever scale beyond being a solopreneur, being a small business and truly become a thriving, growing and scalable enterprise.

[0:28:21.9] MG: Yeah. You have to not only transcend beyond what you do, you have to transcend who you are and understand you have to transcend your name. You literally have to transcend the personality that has been accidentally created over time in order to discover the true potential of the human being within. I'm given to say and this is an evolution of my consciousness that if we're born in the image of God as it said, now an atheist would laugh at that, but it doesn't matter what an atheist says because what is an atheist? No.

I'm saying, if we're born in the image of God and I believe we are, then we're born to create. God is the infinite creator. We’re born in the image of God. We’re born to create. Then the question becomes to create what? I'd say, to create a world fit for God. If we’re born in the image of God, we’re born to create, we're born to create a world fit for God, you suddenly began to see the transcendence beyond who I am, leads me to something I never knew before.

In fact in most cases, we'll never understand, what does it mean to create? The sad and so sorry reality, Matt, is that none of us are ever taught how to create from the beginning as children. We’re never brought to that conversation as children, because were we to be brought to that conversation as children, our entire lives would be completely different. I'm suggesting, entrepreneurs are not born, entrepreneurs are made and are made through a insight into this conversation we’re having about working on, rather than working in.

[0:30:54.4] AF: What's going on, everyone? This episode of the Science of Success is brought to you by incredible sponsor Best Fiends. That's Best F-I-E-N-D-S. Just like friends, but without the R. I am absolutely in love with this game. If you're looking for a fun way to pass the time while engaging your brain and enjoying some truly breathtaking visuals and a gripping story, Best Fiends is perfect for you.

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[0:32:21.8] MB: Why do you think so many entrepreneurs, solopreneurs, small business owners, etc., are stuck in their existing identities, roles, activities, etc., and unable to transcend?

[0:32:37.7] MG: Well, it's very, very easy to see. You're in the Science of Success. When you go back into our history, I understand I'm going on 84 and you’re not. But I'm saying go back into our history, in the history of America, the history of the world, in the 20th century, in the 21st century. See that we’re emerging into an increasingly secular world and in that increasingly secular world, the heart of that secular world is the individual. In the heart of the individual is the personality of that individual and the personality of that individual is born with a belief system that says, “I,” meaning Michael, or you, meaning Matt, or Suzie, or Jerry, or Jim, or Benny, whomever, has the power to do whatever we choose to do.

That is that power is a highly personal thing, a highly singular thing. In short, that every human being in accordance with the way our consciousness is being shifted is born as a company of one, literally born as a company of one, here to do what I can imagine can be done and it stops there. In fact, fewer small businesses are being started today than ever before. On the other hand, more “solopreneurs” are being launched today than ever before. Those solopreneurs will never become a small business, let alone a thriving enterprise, despite all of the small groups that are devoted to teaching entrepreneurs how to do their elevator pitch and how to create a small business. They're really not teaching anyone how to create a small business. They're teaching people how to become self-employed. Effectively, that's why it's so difficult to even imagine creating an enterprise, because it's almost – it's the antithesis of the mindset, our culture has grown us to believe in and to behave through.

[0:35:45.2] MB: Such a fascinating point, this idea that the – and I love the distinction between a small business and being self-employed essentially are worlds apart, though they're often almost used as synonyms in today's world.

[0:35:59.8] MG: Yes, they are. Wrongfully so, because the problem is the people who make up these stories, the people who sell these services are predominantly and unfairly and terribly, wrongfully and tragically selling that solopreneur, that individual, that self-employed person, the story that they're in fact doing exactly the right thing and we're selling them tools to do it.

Effectively, the tools that are being sold to these self-employed people, these supposed entrepreneurs who are entrepreneurs at all, our tools that enable them to sustain their productivity as one person and maybe two and maybe three, but never to grow beyond that comfort zone. Effectively, we're speaking to their comfort, not to their discomfort and understand, it is their discomfort. When I speak about growing beyond a company of one to a company of 1,000, who when the world would put themselves into that enormously uncomfortable and terribly uncontrollable universe that I'm speaking about?

[0:37:46.7] MB: If someone is self-employed and they want to become an entrepreneur, they want to become a business owner, how would they make that shift? What are some of the first steps that they would need to take, or the things that they would need to do to change trajectories?

[0:38:03.7] MG: Well, let me say, I would argue with what you just said, that somebody wants to become an entrepreneur. I'm going to say that yes, some people do want to become entrepreneurs, but mostly have no idea what that means. Some people want to become Steve Jobs, but they really have no idea what that means. I'm saying that in fact, the true distinction is that someone begins to want to have a profoundly greater impact on the world.

Understand that in our case, my dream was to transform the state of small business worldwide. In order to realize that dream, I would have to transform the stink of entrepreneurship worldwide. Once having realized both of those dreams, I would discover my ability to transform the state of economic development worldwide. That's what inspires me. I've never been inspired to be “an entrepreneur.” I've never been inspired to create a large organization. I've been inspired to transform the state of small business worldwide, because I've discovered the profound link positive, amazingly transformational impact I can have on every single small business owner who opens her heart, opens her mind, opens her imagination to grok, in old 60s language, to understand, to take in, to encompass this story that I'm sharing with you right now.

When that happens, growth must follow. You follow. The very first thing that has to happen at the very beginning is one has to create a platform to transform the state of whatever you're there to transform, to transform the state of financial management worldwide, to transform the state of relationships worldwide, to transform the state of creativity worldwide and on and on and on and on. Whatever the dream might be, I'm saying one has to discover first before anything at all, while you're doing it, doing it, doing it, doing it in this small company of one. You have to discover what your dream is.

I'm saying that that dream is not a personal dream than that. It's an impersonal dream. That it's not I want to grow up and make a lot of money. It's not any of the kinds of conversations that you hear “entrepreneurial instigators” discussing about how to become a millionaire, how to create an on and on, all those terribly obnoxious conversations that have nothing to do with the spirit of Steve Jobs.

Steve Jobs never wanted to become a multi-millionaire. Now, I didn't know Steve personally, but I know from what he did and how we did it, that exactly, he was driven by the dream. He was at a cause, hearing because, a dream is a cause. I'm saying the first thing one has to have is a cause, something that you're absolutely passionately, determined to fulfill. That's the beginning. That's the first thing.

The second thing is the vision. You have to have the vision. You have to be able to see the form your company is going to take in order to realize that dream. See, the company isn't the deciding factor. The dream is the deciding factor. The vision is the deciding factor. The purpose is the deciding factor. The mission is the deciding factor. When you begin to understand that, you understand why I created the dreaming room. The dreaming room was a place where you discovered your dream, your vision, your purpose, your mission. It's what we do for example, in the first year of what we call Radical U.

Radical U is an entrepreneurial development school, which is dealing with that platform, that foundation that absolutely is critical. Over here, you're doing the work, you’re doing the work, you’re doing the work. That's on the left hand. Over here on the right hand, you're creating new code, you're creating the future of what you're here to pursue. You follow me? To pursue, to pursue. It's the pursuit of a vision, of a dream, of the purpose, of a mission, because you're so passionately brought to life in that venue.

[0:43:39.1] MB: Yeah, that's a really great perspective. This whole notion that it's not about your individual ambitions, or aspirations, it's not about you. It's really about having a larger dream that's about creating some change, or positive impact in the world and being almost pulled by that dream into having to bring together resources and create an organization at a scale larger than just yourself, to create that change and to make that vision a reality.

[0:44:11.6] MG: Absolutely. You just really nailed it. It's absolutely critical that first the dream, first the vision, first the purpose, first the mission. Because until and unless that happens, it's all about you. You understand, it's never about you. Once you discover your dream, your vision, your purpose, your mission, it's about them. They're in you define, who them are, who they are, who your consumer is. Because if I'm here to transform the state of small business worldwide, and the only way I can do that is to transform the state of entrepreneurship worldwide, then you can begin to understand that every single small business, every single smallest of the small, the tiniest of the tiny are the people that were most determined to serve, so that they don't get into this spiraling, negative relationship with themselves and with their work, because it's so self-consumed and never sufficient to create a great life.

Never, never, never, never it's so small, it's so restrictive, it's so controlled. I want to break free of that control. As I begin to break free of that control, free of the mind that created that sense of personal control, controlling my environment. Once I stop living with a need to control, I began to be filled free with a desire to create. As that begins to happen, I swear, Matt, it is just astonishing what arrives in that guise and what one must begin to take on to fulfill this assignment.

This becomes why I was born. You follow me? This becomes why Steve Jobs was born. This becomes why I, Michael E. Gerber, do the work that I do, this becomes why Matt Broder does the work Matt does. This becomes the calling. Effectively, I'm saying every true entrepreneur must have a calling and the calling is not about money. It's never about money. Despite the fact, that's what everybody talks about is money.

Effectively, if you can get rich, Rich Dad Poor Dad, if you can get rich, you've got it by the well you know, the short livers. Effectively, I'm saying that has nothing to do with anything other than this very limited self and this very limited self is the bane of our existence.

[0:47:33.3] MB: I love the quote that once you stop living with the need to control, then you become free to create. Such a great perspective.

[0:47:42.9] MG: Thank you. It is a great perspective. To understand, it’s perspective, a perspective that's been learned in the process of creating. I'm constantly being abraded by those who are operators. They essentially say, “Gerber, you're living in the belt of Orion. You’re living in outer space. You're creating all these problems. You're not creating opportunities.” I'm essentially saying, “Well, yeah. One could look at it like that.” During the time that one's doing it and it seems to be incompatible with the operational needs of what we do, one finds it almost impossible to see the importance. Not only the importance, necessity of dreaming that in fact, without that, where's the heart in that pie that you're making? Where is that connection with the consumer you're making that pie for? What is the gestalt of that pie? To understand the psychology of that pie. The life's purpose of that pie in relationship to every human being on the planet of that pie.

You suddenly come face-to-face with the poetry of commerce, the religion of commerce, the absolutely stunning potential of commerce that a Walt Disney discovered with his little mouse and that a Steve Jobs discovered with his little Apple. We go on and on from there.

[0:49:37.1] MB: Michael, for somebody who wants to start implementing some of the stuff that we've talked about today, what would be one action step, or a piece of homework that you would give them to begin their own journey?

[0:49:50.4] MG: Well, the very first thing I’d tell them do and it sound selfish, but it isn't. It's like, just do it. It's read The E-Myth Revisited. If you have read The E-Myth Revisited, then go back and read it again, because the enormously tragic thing is millions upon millions of people have read The E-Myth Revisited. The problem is they don't do The E-Myth Revisited, brought to a story that was told to me very recently by a gentleman who has done The E-Myth Revisited. His name is Ken Goodrich. Ken is the founder of a HVAC company that he built from scratch. He built it upon The E-Myth Revisited’s business model.

He told me not that long ago. Said, “Michael, you may believe that I'm an E-Myth fanatic, but you’re absolutely be right. I've read The E-Myth Revisited 39 times.” They hear me, Matt, 39 times. I said, “How come you've read it 39 times?” He said, “Because I kept on forgetting it and I realized I was forgetting it based upon mistakes I was making in my business. As I realized that I said, you've got to read the book again.” We went back to the book and back to the book and back to the book and back to the book. Now here, you might think that here I am speaking about detaching myself from my personality. You've got to understand, I didn't write this book. It wrote this book.

That's why you see that I don't stand in fascination of myself. I stand in fascination of the point of view of that book and the process within that book. That's why I say, you got to read the book. The first thing I would say, read The E-Myth Revisited. The second thing I would say is read Awakening the Entrepreneur Within. That you might call if I were to look at the totality of my work and it exceeds 30 books now that we've written and published, but the three core books are The E-Myth Revisited, Awakening the Entrepreneur Within. The third book you mentioned earlier, Beyond the E-Myth, whose subtitle it is, The Evolution of an Enterprise From a Company of One to a Company of 1,000.

I would say that every single person listening to us here should go there and do that. I would also suggest one last thing, that for you to truly absorb what I'm writing about, the most immediate thing one can do is to enroll in what we call Radical U. That's not you as you, Matt, you Jerry, you Jim, it's Radical University. Effectively, I'm saying it's the only university of its kind in the planet devoted to what we call the eightfold path. The eightfold path is very simply defined as the dream, the vision, the purpose, the mission, the job, the practice, the business, the enterprise. It's the evolution of an enterprise.

If you were to in fact join me in Radical U, an online university, anybody can join that university, Radical U. Just very, very simple. You just go to it .com and you'll find iti and you just sign up. The first year is what I call the dreaming room. The first year, you discover your dream, your vision, your purpose, your mission. That's something every single person here can do, because everybody can forward to do it.

Everything we do today, everyone can afford to do. I say that because it's my passion, my what do you call it? Devotion. That if I can awaken the entrepreneur within every young child, then Matt, what can happen is just astonishing. We can literally transform the state of economic development worldwide, because that critical component, I have a dream, I have a vision, I have a purpose, I have a mission. To understand when somebody possesses a dream, a vision, a purpose, a mission. If you could see me right now, I'm touching my heart and it just automatically do that when I begin to speak about that.

When one has a dream, a vision, a purpose and mission to transform the state of the world in a very specific way, that becomes their calling for their life's purpose. In that, one discovers what it means to be human.

[0:55:32.0] MB: Michael, a truly inspirational and thought-provoking and fascinating interview. It's been so great to have you on the show, to hear all of these insights and to hear about your own journey, the transformation that you've gone through and some great advice and wisdom for everybody listening. Thank you so much for coming on here and sharing all of that knowledge.

[0:55:54.8] MG: Well, Matt. Thank you very much for being interested and for bringing the story out to as many people as we possibly can. Because every single one of us are here to transform the state of economic development worldwide, but mostly to awaken the spirit of the creator within. Thanks, Matt.

[0:56:17.9] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

I'm going to give you three reasons why you should sign up for our e-mail list today by going to successpodcast.com, signing up right on the homepage. There are some incredible stuff that’s only available to those on the e-mail list, so be sure to sign up, including an exclusive curated weekly e-mail from us called Mindset Monday, which is short, simple, filled with articles, stories, things that we found interesting and fascinating in the world of evidence-based growth in the last week.

 

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Remember, the greatest compliment you can give us is a referral to a friend either live or online. If you enjoyed this episode, please leave us an awesome review and subscribe on iTunes because that helps boost the algorithm, that helps us move up the iTunes rankings and helps more people discover the Science of Success. 

Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

June 02, 2020 /Lace Gilger
Influence & Communication
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Create The Habits You Need To Succeed with James Clear

May 28, 2020 by Lace Gilger in Focus & Productivity

In this episode, we show you exactly how to build the habits and routines you need to succeed, break down what makes powerful habits, and share how to stay motivated and productive no matter what happens with our guest James Clear.

James is an American author, entrepreneur, and photographer. His personal blog, jamesclear.com has over 400,000 email subscribers. Since his last visit to the show, his first book Atomic Habits has gone on to sell over 1 million copies worldwide. James’s work focuses primarily on habits and human potential looking to answer the question “How can we live better?” by focusing on science-backed methods. James’s work has been featured in The New York Times, CBS, Forbes, and more. 

  • 3 Pillars influence your outcomes in life

    • Luck

    • Decisions/Choices

    • Habits

  • Only 2 of those are under your control

  • The two big levers you have to control your life are your STRATEGY (your decisions) and your ACTIONS (your habits)

  • Your choices and decisions are like potential energy.. the create the options available to you.. and your habits allow you to capture that energy or potential.

  • Killer habits may create better outcomes than someone with a better strategy. 

  • Combining amazing decisions with killer habits creates a compounded effect of positive outcomes 

  • Your efforts set your floor of the results and your strategy sets your ceiling.

  • You need both decision making (strategy) and great habits. Without one or the other, you don’t go anywhere. 

  • The world is evolving.. and the world is uncertain. It’s impossible to map all the potential outcomes or options ahead of time. 

  • Strategy is something that emerges over time, not something set in stone ahead of time. 

  • There is a certain wisdom that comes from experimentation.

  • The way to get to the best plan is to iterate a lot… get information.. and craft a better strategy.

  • Mental models like second-order thinking.. inversion.. etc are valuable tools. 

  • Mental models are simply a way of looking at the world or viewing the world. 

    • The best mental models are predictive, not explanatory.

    • Close to the truth

    • Widely applicable

  • If you want to make a decision about the future, data is not enough, you also need a theory to guide your actions and your behavior.

    • Those THEORIES are mental models.

  • There is no full resolution perspective on reality.. everything has to be explained to some degree.. and by definition, it's simplified. 

  • Mental models are like different pairs of glasses.. that show you different aspects of reality. 

  • Once you’ve learned an idea.. you use it automatically when it becomes relevant. 

  • Find the best most useful ideas that the world has to offer. Then learn them so completely that you can use them automatically when you need them.. so that they become part of your worldview.

  • The one thing that’s left to do is to find and integrate the best mental models.. the best habit around mental models is just to READ a TON.

    • Finding

    • Filtering

    • Reflection & Reviewing

  • You have to make contact with ideas repeatedly is the best way to internalize them 

  • Motivation is a fluctuating resource. 

  • The more that your habits rely on motivation, the more you become beholden to how you feel at any given moment, rather than building stable habits. 

  • Don’t make motivation the bottleneck. It’s like building your habits on quicksand. 

  • Simple habits to avoid needing motivation:

    • Design your environment to make good habits easier. Make it easy for your attention to slide into what you want to do. 

    • If you want a habit to be a big part of your life, make it a big part of your environment. 

    • You don’t need motivation.. you need CLARITY. Have extreme clarity around when and where the behavior lives in your life. 

    • Implementation Intentions are a cornerstone of this

      • I will perform X in this place at this time. 

    • Over 100 studies have shown that implementation intentions can make your 2-3x more likely to perform the habits you want to perform. 

  • Focus on systems/processes rather than goals. 

    • Build a system that makes that habit more likely. 

    • Design an environment that makes it more conductive. 

    • Develop a clear plan to execute on it. 

    • You want 10-15 things all nudging you in the right direction. 

  • Process over outcome, system over goal. 

  • Your goal is your desired outcome, your system is the collection of daily habits that you follow. 

  • Your current habits are perfectly designed to deliver your current results. 

  • Where you are right now is a PRODUCT of the system you’ve been running recently. Your outcomes are a LAGGING MEASURE of your habits. Everything in your life is a lagging measure of your habits. 

  • We so badly want the results to change, but the outcomes aren’t the problem. If you fix the inputs then the outcomes will fix themselves. 

  • Focus on the trajectory you’re on, not the current position you’re on. 

    • Try to get 1% better every day.

  • Every outcome is just a point on a spectrum of repetitions. Outcomes become a natural point on the journey, not an endpoint. 

  • If you see someone crushing some heavy reps at the weight.. ask yourself.. how many reps have they done in their personal workout history?

  • Most people refer to these things as “Goals” or “Milestones” but you should view them as a natural byproduct of putting the reps in. Putting the work in.

  • This concept is really powerful because it simultaneously creates a bias towards action, and creates the patience to realize that the result won’t happen right away. 

  • “You’re not good enough to be disappointed yet."

    • You haven’t put enough reps int to be unhappy yet. 

    • The master has failed more times than the beginner has even tried. 

  • You have to give your GOALS a space to live in your calendar. 

  • There’s no way to perfectly know that you’re going to stick to a habit every day or not. 

  • Make as many moves as possible to stack the odds in your favor. It’s not absolute, it’s a game of probabilities. You’re aiming for 1000 strategies each giving you a 1% probability of moving towards your goal. “Probability stacking."

  • Habit trackers and checking in on your goals every day is a great way to increase the probability of hitting your goals. 

  • Having a streak is really motivating.. but sometimes a streak ends. The process of breaking a streak is demotivating. 

  • It’s never the first mistake that ruins you, it’s the spiral of repeated mistakes that follows that. 

  • You don’t need to be perfect, but you have to be perfect to self-correct and recover. 

  • The people who interrupt the compounding of their habits the least are the ones who end up with the biggest gains. 

  • Build a lifestyle of consistency.

  • How do you think about figuring out WHAT The right REPS ARE? 

  • How do you know where to focus? What habits should you start with?

    • Reverse engineering

    • Imitation

    • Best Practices

    • Look at people who’ve achieved what you want or done similar things, and use that as a starting place and try to emulate what you can

    • Or you can also use the Elon Musk “first principles” thinking methodology

    • It’s much easier to figure out if something is working after you’ve tried it than it is to predict if it will work ahead of time. 

      • Experiment with different things and double down on what’s working. 

      • Use a range of experiments to try and figure out what you should use. Run a cheap, quick, and thoughtful test to find the optimal strategy. 

      • When a winning strategy bubbles up, do more of that. 

      • This strategy risks spreading yourself too thin. 

      • “Don’t keep your eggs in too many baskets."

  • Use first principles / reverse engineering for 80% of your time, then experiment with 20% of your time.. then integrate the experiments that have worked well and been fruitful.

  • You have to stay focused if you want great results.. but no one knows what will work ahead of time, so you need at least some experiments to find and integrate new ideas. 

  • Homework: Start with the two-minute rule. What should the next action be? Take whatever habit you’re trying to build and scale it down to something that takes 2 minutes or less to do.

  • "Mastering the art of SHOWING UP”

    • A habit must be established before it can be IMPROVED. 

    • Mitch going to the gym 3-4x a week for 6 weeks.. and spending MAX 5 minutes at the gym. 

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This week's episode of The Science of Success is brought to you by Best Fiends.

Best Fiends is a 5-Star rated mobile puzzle game with over 100 million downloads. I’m not someone who is traditionally a mobile game person but I have to say I’m a HUGE fan of this game and it’s a great way to challenge yourself when you’re on the go, waiting in line, or doing some relaxing.

The games developers and team are constantly updating with new themes and levels so the game never gets old or less challenging. This really keeps you on your toes in a fun way as you need to utilize different characters and strategies in order to succeed. What may have gotten you to a certain point in most cases won’t get you to the next.

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • James’s Website

  • James’s Facebook and Twitter

  • Habits Academy

Media

  • Author directory on Buffer, Entrepreneur, Business Insider, Elite Daily, TIME, and HuffPost

  • A Life of Productivity - “6 Nuggets from Atomic Habits, by James Clear” Written by Chris Bailey

  • [Podcast] Future Squared - Episode #369: James Clear on Replacing Bad Habits with Good Habits

  • [Podcast] Cal Newport - The Atomic Minimalist: My Conversation with James Clear

  • [Podcast] ELEVATE WITH ROBERT GLAZER - James Clear on Writing and Changing Your Habits

  • [Podcast] Jordan Harbinger - 108: James Clear | Forming Atomic Habits for Astronomic Results

  • [Podcast] Productivityist - Why You Need Atomic Habits with James Clear

Videos

  • The Sweet Setup - An Interview with James Clear: How to Start and Build Better Habits

  • Video Advice - "Every Billionaire Uses It!"

    • "The Billionaire Algorithm" | (it will change your future!)

  • Med School Insiders - Ultimate Guide to Building New Habits - ATOMIC HABITS Book Summary [Part 1]

    • Ultimate Guide to Building New Habits - ATOMIC HABITS Book Summary [Part 2]

  • Motivation2Study - How To Stay Motivated & Break Bad Habits

  • Evan Carmichael - Use ATOMIC HABITS to Change Your LIFE! | James Clear (@JamesClear) | Top 10 Rules

  • Productivity Game - ATOMIC HABITS by James Clear | Core Message

  • EPM - Book Summary: Atomic Habits by James Clear

Books

  • Atomic Habits: an Easy & Proven Way to Build Good Habits and Break Bad Ones by James Clear

  • Atomic Habits Book Site

  • The Habits Guide

  • Mastering Creativity

Misc

  • [SoS Episode] These Habits Will Help You Crush Procrastination & Overwhelm with James Clear

  • MIT Sloan Management Review - “Disruption 2020: An Interview With Clayton M. Christensen“

  • [Video] BJ Fogg - Motivation Wave

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we show you exactly how to build the habits and routines you need to succeed. We break down what makes powerful habits and share how to stay motivated and productive no matter what happens with our guest, James Clear.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we told the truth about self-awareness. 95% of people think they’re self-aware, but only 10% to 15% actually are. Where do you think you stand and what can you do to improve what our previous guest called the superpower of the 21st century? All that and more with our previous guest, Dr. Tasha Eurich.

Now for our interview with James.

[0:01:43.4] MB: James Clear is an American author, entrepreneur and photographer. His personal blog, jamesclear.com, has over 400,000 e-mail subscribers. Since his last visit to the show, his first book, Atomic Habits, has gone on to sell over a million copies worldwide and been featured on the New York Times bestseller list for over a year straight. James's work focuses primarily on habits and human potential, looking to answer the question how can we live better by focusing on science-backed methods. He has been featured in The New York Times, CBS, Forbes and many more media outlets.

James, welcome back to the Science of Success.

[0:02:21.1] JC: Hey, good to talk to you again. Thanks for having me.

[0:02:23.0] MB: Well, we're super excited to have you back on the show. I've been a huge fan of your blog and your work for many, many years, and so we wanted to have you back on here to really dig into many of the topics that we may have touched on in our previous conversation, or even things that have changed, or become more interesting, or relevant for you since we last chatted.

[0:02:41.7] JC: Perfect.

[0:02:42.6] MB: I'd love to start out with something – we're going to jump right into the deep in here. One of the topics that we talk a lot about on Science of Success is decision-making and really digging into how do we make better decisions using tools like mental models and so forth. You in our previous conversation actually, you said one of the most interesting things that I've ever really conceptualized around decision-making, which is how decisions and habits intersect with each other and what their relationship is. I'd love to hear your perspective on that.

[0:03:11.3] JC: Well, broadly speaking, I think there are probably – well, we could say there are three pillars that influence your outcomes in life. You've got, one is your luck, randomness, misfortune, uncertainty, just things happen. Second one are your choices and decisions. Then the third are your habits and behaviors. Only two of those three things are under your control. Broadly speaking or generally speaking, the two big pillars, the two big levers that you have to pull on for your outcomes in life are the choices that you make, so your strategy and the habits that you build, so your behavior and your actions.

I like to think of it as if you can get those two things under control, then you actually can – the third bucket of luck and randomness, you by definition, you don't have control over that, but you can increase your exposure to good things, or increase the odds that something fortunate will come your way by showing up more frequently, or making more strategic decisions and so on.

Those two pieces that are under your control, your strategy and choices and your habits and behaviors, the way that I think about them is that your choices set your trajectory, or they're like potential energy. They create the amount of energy available to you, the amount of outcomes or results that are available to you. Your habits are how you capitalize on that.

One example of this is you can imagine two entrepreneurs. One person, they start a local shop, a pizza shop, or a candle shop or something and you can imagine this dotted line, this trajectory extending out from that decision, that choice of what the upside is of that business. Somebody else, another person, another entrepreneur might start a software company and you can imagine another dotted line extending out from there.

The software entrepreneur may have the higher upside in theory. That choice, that decision may have created more potential energy that could be capitalized. If the person who starts the local pizza shop has really killer habits and they execute really well, then they may capitalize on more of the potential energy and they may actually end up with a better outcome. Now of course, what we really want is we want both of those, right? We want to be able to make great decisions and to have great habits.

I think if you can put those two together, then you end up with much greater odds of getting remarkable results. The way that I think about those is working in concert and the summary that I would have is your effort, the hard work you put in, your habits, your effort sets your floor. Hard work will determine what the floor is for you. You can always work yourself to a certain level, but your strategy sets your ceiling. If you don't make good choices and you don't make wise decisions, then you cap the upside for yourself.

Ideally, you're making choices that have unbounded upside, or a lot of potential to them that are like, they're ripe with potential energy and you're executing with great habits to make sure that you're making the most of those opportunities.

[0:06:13.9] MB: I love the example of decision-making, creating the potential, or the available outcomes, in some sense creating the ceiling and then the habits allowing you to capture either some, or all or none depending on really the quality of the habits that you choose.

[0:06:30.8] JC: Right. You need both. It's like, if you stop working, having great strategy is important, very important, because it sets that upside, sets that ceiling. If you stop working, or you skip your habits for a month or two or whatever, then no matter how much potential energy is there, it goes to zero. You really do need both. Atomic Habits, hopefully is the manual or one manual field, guide one way for thinking about how to capitalize on your actions and building better habits. Then now I'm exploring more the decision-making and strategy side of things.

[0:07:04.5] MB: It's interesting, because my perspective is probably the opposite in a sense that I've spent a tremendous amount of time on the decision-making side. Probably, if I really take an honest assessment to some degree, almost to the detriment of the habit side in the sense if I focus way too much, maybe time and energy on making sure the strategy is perfect, making sure there's as high a ceiling as possible. I've almost in the last year or two really had to say, “Okay, I need –” Actually, I would say 98% of people's problem is they have not enough contemplative time, strategic thinking time. I needed to cut down and be like, I need more execution time, because I'm doing too much strategizing.

[0:07:40.1] JC: What’s tough about it is that we often discuss strategy as being something that is predetermined, that's planned ahead of time. We're going to sit down, we're going to think about this for a day or week, or month, or whatever it is and we're going to come up with our strategy, our plan. Then we're going to go spend the next year and execute on it. In reality, one, the world is dynamic, it’s evolving. Whenever you make a plan for now is not necessarily what things would be like in a month or a year, or two years or whatever. Two, the world is uncertain, which means that it's not possible, it's physically impossible for someone to map all of the potential interactions, outcomes, etc., ahead of time. Nobody can think through all the different variables before they begin.

In a lot of ways, I think it's more useful to consider strategy as something that emerges over time, rather than something that's premeditated beforehand. Now, that doesn't mean that that premeditation, or that planning ahead of time isn't necessary or isn't useful, I do think it's really good to start things with a solid plan and you can put yourself in a much better position by doing that. It's more the idea of yes, you want to do that and it remains like this open set as you continue to work. It's going to continue to evolve and grow as you go through things. There's not a thinking time and a working time and they're completely separate.

As you start to try things, the other thing that I think is useful about looking at it this way is that because the world is uncertain and you need to be trying things, there's a certain wisdom that comes from experimentation. Trial and error is how most humans throughout most of human history have discovered things. Nobody really has the answers to start. We stumble into them.

Once you realize that, you realize that yes, I do want to have a good plan to start, but also the way to get to the best plan is to iterate a lot, is to try a bunch of experiments, to expose myself to some new ideas, to try to execute on this plan that I've already laid out and then get some feedback to see if that's effective or not. It's really all of those inputs, that additional information that you get from trying things, from executing on things that allows the ideal strategy to emerge over time.

Once you start to look at it that way, you start to realize, “Oh, actually I needed to think through this and be thoughtful about it. But one of the first things I need to do is get started, so I can start getting some feedback and iterate.” In that way, I see habits and decisions, or action and strategy as being mutually reinforcing. They're not totally separate phases. One of them feeds on the other.

[0:10:19.0] MB: Yeah. I totally agree about them being mutually reinforcing. In some senses, that perspective really reminds me of one of my favorite quotes about strategy, which is that strategy is not about seeing 10 moves ahead, it's about having 10 times the amount of potential tools, or options, or mental models to handle whatever comes next.

[0:10:39.8] JC: Yeah. Yeah. Well actually, I would say one of those tools is that I like the mental model of you can call it different things, but second order thinking. Most people make a choice and they think what's going to happen because of that choice. But then you want to go to the second, or the third, the fourth order. What happens because of that and then what happens because of that? It's like a chess player thinking through five or six moves.

That is just one of those tools. It's almost like your description of strategies not thinking ahead, it's having this toolbox. Well, thinking ahead is just one of the tools in the toolbox. You need to do that, but then you also need to have six, or eight, or, 10, or 12 other things that are also powerful and useful.

I like mental models like inversion, thinking about the opposite, or margin of safety, always making sure you have a buffer for the unknown. If you have a toolbox filled with those tools, then yeah, sometimes thinking ahead will get you what you want, but you also need other things, so that when uncertainty or unexpected things happen, you can adapt.

[0:11:36.1] MB: Taking a small step back, just for people who may not know what mental models are, how do you think about mental models and the importance of integrating those into your strategy and decision-making?

[0:11:48.7] JC: Yeah. It's interesting. Our sphere of the Internet or whatever has been talking about mental models for a while now. They've taken on this air as if they're something new, or different, or whatever. Honestly, the more I think about them, the more I just consider, it's like an idea or a concept. Like all of education, literally your entire life is you've been going through school, or learning different things. Each new idea or concept that comes to you is the mental model of some sort. It's just a way of viewing the world, a way of looking at the world. It's a way of explaining things, explaining certain phenomena.

Each mental model, it has limitations, like it only extends to a certain sphere, but it also has sort applications. Broadly speaking, you want to hold the ideas in your head that one, are the closest to truth that are closest to how the world actually works. Two, that they have broad applicability, so they can be used in a wide range of circumstances, not very narrow. Then maybe the third part is that whatever possible are predictive and not just explanatory.

There are a lot of things that are explanatory in life. People come up with rationalizations, or stories, or reasons. Some of them are scientifically grounded, or sound really good, but when you break them down a little bit more, you realize, “Oh, this is actually just a way of explaining what has already happened. It doesn't really help me predict what to do next.” It's not very much of a theory for the future.

I think the best mental models fill all three of those categories. They're very close to the truth, they're widely applicable and they're predictive and not just explanatory. If you have that, if you have those three qualities, that idea or concept, it becomes like a theory for how to approach the future. I was watching a great interview with Clayton Christensen, the HBS professor a couple weeks ago and he said something interesting, which is if you have data and people like to make database decisions, and data is great, but it only applies to the past. It only applies to what has already been measured, that's why we have the data.

If you want to make any decision going into the future, you can't only have data, you also need a theory to guide your actions and behavior. This is something that all of us, we just experience this in life, because this is what it's like to live, this is what it's like to go through the world and have a life, which is that you are constantly forced to spend the next moment. Sometimes, people will talk about time and money and they're like, “Oh, you can make more money, but you can't make more time.”

That is true, but I think the quality about time that is most unique is that you are forced to spend it. You don't get to decide. The next moment has to be lived no matter what. Because we are constantly on this path where going into the future, constantly spending the next moment, it's really important to have good theories for how to spend that moment. You don't just need data. You need a good approach for what to do in the next moment, even though you don't know what it's going to bring. I think that mental models that have those three qualities of truth, applicability and predictiveness, allow you to have a good theory for going through life and figuring out how to spend the next moment.

[0:15:06.8] MB: Those are great criterion for evaluating quality mental models. You're totally right. Your point at the very beginning of this conversation is this idea that mental models can seem esoteric and confusing. Really, it's just concepts, or theories, or ideas that in some way try to explain reality. Even that sounds too academic, too confusing, it's not as confusing as it sounds, but it's hard to explain in a way that doesn't confuse people and I thought you did a really good job of doing that.

[0:15:33.9] JC: Yeah. Literally, every little fact that you know about the world, that's in some way is just an explanation of it. There's no way to get to a fully coherent, full resolution version of reality. The only thing that is that is actual reality. Everything has to be explained, or simplified to at least some degree. When I described a flower to you and the color of it, I'm not describing the location of every atom and the interactions between all the cells. Something as simplified.

All of these mental models are just – they're simplifications of the world. Why do plants grow? Oh, well. We have a mental model called photosynthesis and that explains why plants grow and that's one idea that you can carry around that explains how the world works. Then why do animals look the way we do? Oh, we have another mental model. It's called evolution. We can explain that and that gives you another little lens to look at the world.

In a lot of ways, I view these concepts regardless of what discipline they come from. They're like a set of glasses. It's like a different lens and you can just, “Okay. Sometimes I'm going to put on this lens and that lets me see the world through the color yellow and then this one lets me see the world through the color red and so on.” By switching out the lenses, or by having more sets of glasses, you can sometimes see things that you would otherwise miss.

Mental models give you the more concepts. The more ideas you have that are close to truth and widely applicable, the more clearly you can see the world, because you have all these different lenses that you can put on.

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[0:18:33.3] MB: Do you have any habits around mental models, whether it's learning, organizing, applying them, etc., that you found to be really helpful?

[0:18:42.6] JC: I do have a couple, but the last part of your question I think is important to get to, which is organizing and applying them. This is again, something that I feel the mental model’s area of the Internet that we hang out and talks about like, “Oh, making checklists, or coming up with a latticework of models and so on.” I'm not totally criticizing that. It can be useful. I don't think that that's how people actually think in practice.

I don't believe that's how the brain actually works. What I mean is you're constantly making decisions throughout the day and your brain is doing this fluently, implicitly, automatically. Just it's very rapid. You're not sitting down and thinking each time you have to make a choice, “Oh, let me go through this checklist of 10 things, or 20 things, or whatever these concepts and mental models are.” We don't actually make choices like that. You're in the middle of a meeting debating with your co-workers and then something gets decided, but nobody paused the meeting to go through this checklist of 20 things.

I think actually, the way to really apply mental models – again, it's very similar to what basic education is, like addition and subtraction are mental models, but you don't sit and go through a checklist of mathematical models to determine when to apply addition and when to apply subtraction. Once you've learned the idea, you just use it automatically whenever it's relevant. I think that is the best way to think about how to use mental models in practical fashion. What you're looking to do is to find the best, biggest, most applicable and useful ideas that the world has to offer and then you're looking to learn them so deeply and so clearly that you can use them automatically whenever you need, just like addition and subtraction.

I don't think there needs to be a formal process for applying them. I think it's just literally, you need to know it front to back, learn it deeply and then it becomes part of your worldview. The best way to apply them is to know them so well that they just influence the way that you look at world.

Now that doesn't mean that maybe there are times when it would be useful to have a checklist. Maybe you want to have a running list of the top 30 mental models that you use. When you make really big choices, like maybe once a year, we're thinking about buying a new business, or we're thinking about going to a different school, or moving to a new neighborhood or whatever, some big life choice, then sure, maybe you should run through those and that would be the useful thing to do.

Generally speaking for most of daily life, I think it's just know it really deeply. That said, that means the one thing that's left to do is to find and integrate really great mental models. My main habit around it is just to read a ton. I guess, I should say there are two; it’s inputs and it's finding and it's filtering, so reading a ton, exposing myself to a lot of ideas, curating my Twitter feed, watching YouTube videos and listening to podcasts, just a lot of information inputs. As much as possible, you try to make those high quality.

Then once all that information is coming in, then there needs to be some period of reflection review, some period of filtering. The summarized version might be broad funnel type filter. We're trying to get exposure to a lot of ideas and then we're trying to narrow down to the very best ones. For me, I have an additional advantage, which is my job is to write about things and that's a great filter. I'm only going to write about a topic if I find it really interesting, or really useful. The act of taking notes on it, turning it into an article, maybe using it as a book chapter, there's a lot of filtering going on in that process where I'm trying to get to the highest signal and the lowest amount of noise.

You could of course do that in a journal, or whatever your own process is, even if you're not a writer or an author, but that's the main thing that helps me narrow down once I had that broad funnel.

[0:22:32.4] MB: Yeah, I completely agree about both of those key ideas around mental models. I mean, my own experience has definitely been the more you can study and ultimately, subconsciously internalize those models into essentially, Kahneman's System 1, the more you just start to naturally apply them in the situations that they come up.

The second thing that you touched on just a second ago, this idea of reflection and review, to me that's a key piece of if you find models that you think are really important, reviewing them using whether it's a forgetting curve methodology, or whatever, some spaced repetition, which essentially is another mental model. As a side note, those are some really effective ways to start to almost seep those ideas into your subconscious, so that you're naturally applying them and not having to go back and reference a decision-making checklist when you're in real-time.

[0:23:22.6] JC: Right. That's a good distinction. It's repetition, writing about it, whatever it is. There needs to be some revisiting of the ideas, particularly the very best ones. Because once you've found a really great mental model, you want to be able to use it a lot. You want that idea to become part of your worldview, part of your life style. I think we need to make contact with ideas repeatedly for us to really internalize them.

Yeah, space repetition, or writing or whatever, those are just different ways of doing that. Having conversations with friends, a discussion group, a book club, whatever it is that's surfacing the idea consistently, any of that will definitely help.

[0:23:56.7] MB: Yeah. I totally agree with the broader idea that it's really about deeply internalizing these models whatever methodologies you use, so that they naturally become part of your subconscious decision-making and thinking process, as opposed to trying to consciously apply them in any given situation.

[0:24:13.8] JC: Right.

[0:24:14.8] MB: I want to change gears a little bit and come to another topic that you talk a lot about that I hear constantly from whether it's friends, podcast listeners, family members, etc. This is the idea of not feeling like you're motivated, especially we're in some rather unique times these days and it's easy to not have motivation to do something, or to implement good habits or whatever. How do you think about the puzzle of motivation and why people struggle and wait around until they feel like doing something?

[0:24:45.1] JC: Well, so there's a little bit of a challenge, which is and anybody knows this as soon as I explain it, right? Motivation rises and falls, so we've all had that experience. Sometimes we feel motivated, sometimes we don't. What that means is motivation is a fluctuating resource. Whenever we discuss habits or behaviors, we are again by definition, this is obvious once you've stated, we're talking about a reliable behavior, something that is fairly stable, you're able to do consistently again and again.

Well, if you're trying to build something reliable, something stable, then you don't want it to rely on something that is fluctuating, right? Those two things don't match up, or they don't align well. The more that your habits rely on motivation, the more that you become beholden to how you feel in any particular moment, rather than to the stability and reliability that you're hoping to build.

For that reason, I think that it's often more effective to focus on some other aspects of habit building than motivation. I feel it's better to not make that the bottleneck. A couple different strategies that you can use; one is what I call environment design and I talk about this a lot in Atomic Habits, this idea of trying to optimize the environment to make the good habit the path of least resistance. That means whatever the queue is, or the signal is that gets your habit started, you want that to be obvious and available and visible, whatever the action is itself, you want that to be as easy as possible, as simple as possible to do.

As an example, I was talking to another interview about they were asking me about how to build a reading habit. I started to look around and I realized, actually – Right now next, I have five or six books that are sitting next to me on my desk. I also have books sprinkled around my home, so there's some in the living room, there's a couple by my bed. They're prevalent in the physical environment. If you open up my phone, the very first app that I see is Audible and then I also have Pocket on there, so which allows you to save articles and read them for later.

Now in the digital environment, reading is pretty obvious. Then finally, I spend most of my time when I'm on the computer in the web browser. Usually, I have anywhere between 10 and 20 tabs that are open at any given time. About three or four of those are related to business, Gmail, Asana, whatever, other stuff like that. The majority of them, like 10 or so, are usually articles that I either am in the middle of reading, or I want to get to read soon.

What I started to realize is if you look at that, my digital environment, my phone, my desktop and my physical environment, my desk, might be next to my bed and living room, etc., books are very prevalent in all of those spaces. it becomes very easy if I get – It's almost like I make it easy to, for lack of a better term, to procrastinate productively. If I get distracted, ah, I just pick this book up and read a page. Or if I don't feel like looking at this list of e-mails anymore, then I'll just click on a different tab and oh, that's an article that I want to write. You make it easy for your attention to slide into the things that you want to do.

That's the first strategy for rather than relying on motivation, shape the environment so that the good habits, the path with least resistance. Or another way that I like to phrase it is if you want a habit to be a big part of your life, make it a big part of your environment. That's the first strategy.

The second strategy is a lot of people feel like what they need is motivation, but what they really need is clarity. What I mean is that we wake up and we think, “Oh, I hope today will be the day I feel motivated to write, or I hope I feel motivated to go to the gym today, or whatever it is.” If you look at people who actually stick the habits consistently, or have had behaviors for quite a while, they don't wake up feeling like that. It's more like, “Oh, going to the gym is just what happens on Mondays at 5 p.m., or I write every weekday at 9:30 a.m. in my office. It's just what I do.” They have extreme clarity around when and where the behavior lives in their life.

There are a variety of strategies you can use to do this. One of the ones that I discuss in Atomic Habits is what's called an implementation intention. There are well over a hundred studies on implementation intentions, but the core idea is the same, which is you basically fill out a sentence that says, “I will perform this action in this place at this time.” It's very specific. They actually write that sentence out.

There was one study, again, I'm pretty sure I mentioned in the book where they were trying to get people to exercise more frequently. The one sentence that they had this group fill out was I will partake in at least 20 minutes of vigorous exercise on this day, at this time, in this place. Everybody had to fill out that sentence. Anybody in the cohort that filled out that sentence, about nine out of 10 of them worked out. Whereas in the control group, it was like three out of 10. It’s two to three acts more likely that they were going to actually follow through just by filling out that sentence.

There have been a bunch of studies that have shown that same thing for your odds of going to the polls and voting for your odds of getting a flu shot, or showing up for a colonoscopy appointment for your odds of sticking to recycling habits, or even stuff like quitting smoking, all kinds of behaviors. The more clear the plan is, the more likely you are to stick with it and not become a victim of whether you feel motivated or not that particular day.

I tend to view of those actions as building a system. It's a system of behaviors that move you in a direction toward your desired outcome. I talk about that a lot in the book as well, like focusing on systems rather than goals, rather than this goal of I want to work out for 45 minutes a day and I just need to get amped up and motivated and hyped and then I'll follow through on it. You say, instead of that, instead of relying on motivation, I'm going to focus on building a system that makes that habit more likely. I'm going to design an environment that is conducive to it. I'm going to come up with a clear plan for when and where I'm going to execute on that. By doing that and a variety of other strategies that I discussed in the book, you can have 10 or 15 things all nudging you in the right direction. It becomes much easier to make a good habit, likely to make a good habit something that you follow through on consistently when it is the path of least resistance. That's how I think about that difference between motivation and habit.

[0:31:18.7] MB: I really like the point about the mismatch between the unpredictability of motivation and relying on that is almost like building your life and your habits on quicksand, if that's what you're using as the fuel for your habits.

[0:31:32.4] JC: Right. Yeah. BJ Fogg, who’s a professor at Stanford writes about habits as well. He’s got a lot of great stuff. I think he has a talk where he talks about concept he calls motivation waves and these crystal of thoughts, it's like, you could think about motivation it's this wave that rises and falls throughout the day. Yeah, you don't want to rely on that. You want to design a system that serves you instead.

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[0:33:23.4] MB: Tell me a little bit more about that idea of designing systems and focusing on systems, rather than goals.

[0:33:29.4] JC: Well, the thought of it in this terminology systems of goals, something I first read about from Scott Adams and it got me thinking and interested in this. We've been talking about this. Humans have been talking about this since the dawn of time, it seems like, this process over outcome, system over goal, focus on showing up each day, rather than waiting for the result.

There's a lot of truth to it, because particularly with habits and to put a little finer point on what I mean, your goal is your desired outcome; losing 30 pounds, making more money, getting a raise, reducing stress, whatever it is. Your system is the collection of daily habits that you follow. If there is ever a gap between your system and your goal, if there's ever a gap between your desired outcome and your daily habits, the daily habits will always win. In fact, you could almost say your current habits are perfectly designed to deliver your current results.

Maybe even a little more accurate, like whatever habits you've been following for the last six months are perfectly designed to deliver your current results, right? It's like, whatever system you've been running recently, where you're at right now is just a natural byproduct of that. I think this is maybe more true than we even realize in most areas of life. In most areas, your outcomes are a lagging measure of your habits. Your bank account is a lagging measure of your financial habits, or your physical fitness is a lagging measure of your eating and training habits, your knowledge is a lagging measure of your reading and learning habits, even something as simple as the amount of clutter on your desk or in your garage or whatever, is a lagging measure of your cleaning habits.

We also badly want the results to change. We also badly want more money, or to look sexier, or to have less stress, or we want different outcomes, but the outcomes aren't usually the problem. If you fix the inputs, the outputs will fix themselves. This idea of focusing on systems rather than goals, on focusing on your daily habits, rather than your desired outcome is really about that. It's about putting your attention toward the trajectory that you're on, rather than on your current position. We all think a lot about current position. What is the number in the bank account? What is the number on the scale?

My argument is and another phrase I'd like to use is try to get 1% better every day. The idea of getting 1% better each day is all about trajectory, not position. It helps you realize that if you can build a system that has you going up into the right, that has you moving in this positive direction, even if it's just 1% a day, then you can end up in a really remarkable fruitful place at the end of a year, or two years, or five years, or whatever. Systems over goals is much more about focusing on that trajectory rather than that position.

[0:36:20.7] MB: One of my favorite ideas that I've heard you talk about around, this is this notion that an outcome is just a point on a spectrum of reps. To me, that was such a fascinating idea. Can you explain that a little bit more and talk about how that ties into this whole concept?

[0:36:34.9] JC: Yeah. Well, first of all and this is another thing with systems and goals, that achieving a goal really only changes your life for the moment. Let's say you set a goal to have a clean room. You look at your bedroom, it's all cluttered up or whatever. Well, if you go in there and work for an hour or two, you might have a clean room for now, but if you don't change the sloppy, messy habits that led to a dirty room in the first place, they ensure around two or three weeks later and you've got a messy room again. Again, it's fix the inputs and the outputs will fix themselves. Change the habits and the outcomes come as a natural byproduct of that.

That's what this question that you're asking, this idea, this concept that every outcome is just a point on a spectrum of repetitions, that's what that's getting at. If you build a habit of cleanliness, of tidying up, of organizing a room each night, then the more reps that you put in, the more that you organize your room for five minutes each night, you get five days in and 20 days in and 50 days in and then you get to the 90th, or the 100th, or the 200th day or whatever and that outcome, that point on the spectrum of a completely pristine room, it's just a natural byproduct of all those reps.

The place that I first really learned this or conceptualized this was with weight training. When I was in the gym, I had all these goals that I wanted to hit for how much I squat, or how much I bench-pressed or whatever. One day, I just twisted around a little bit and thought about, “All right, what would it take to squat that amount of weight? How many reps would I have have to have done previously in order to be able to do that now?” You could probably do that with whoever you're looking at in the gym that's working out around you. You’re like, “Oh, man. I wish I was as strong as that guy, or as strong as that girl.” Just think back, how many reps do you think they've done in their personal history?

It's like, well maybe squatting 200 pounds is something that takes a 1,000 reps in your personal history. Then once you get to 5,000 reps, then maybe you've got the ability to squat 300 pounds, then maybe you get to 50,000 reps and you got the ability to squat 500 pounds, or whatever it is. You're moving along this spectrum of reps. The more that you've put that work in, the more that you build up that capacity, you start crossing these little points on the spectrum that most people refer to as goals or milestones, but you could look at it as just a natural byproduct of putting the reps in.

If you buy into that idea, if you buy into that philosophy, then the very next question you think, or the very next thing you get to is, “Well, I need to start putting my reps in as soon as possible.” Maybe in my case for writing, I was like, well, I'd love to have a 100,000 e-mail subscribers. All right, how many reps does that require? Do I have to write 50 articles? Do I have to write 200 articles? You need to start putting your reps in.

The other reason I like that is not just because it helps you be patient, but also because it gives you a bias toward action. You're simultaneously feeling, “I need to go put my work in, because I got to get through these reps if I want to get to that outcome. And I need to be patient, because all of those outcomes are a natural byproduct of putting in a certain amount of work.”

[0:39:44.7] MB: Yeah. When I originally encountered that concept in your workout, it really blew my mind. I thought it's such a powerful framework. Even just what you said, that notion that it simultaneously creates a bias for action, but then also almost frees you from the need to immediately hit that goal and it's just like, hey, if I put in the work, if I the reps, keep doing it, that goal will become a byproduct of having the right architecture and execution of habits.

[0:40:11.0] JC: I remember, there’s this weightlifting coach. His name is Dan John. He's a strength coach and does a variety of different things in that sphere. He has this one concept that stuck with me, which is you're not good enough to be disappointed. It's related to this. All these beginners whenever we're starting out and trying something new, you do it for a week, or two, or whatever and you're not seeing the results, you get disappointed. His point is, “Listen, you're not good enough to be disappointed. You don't get to be disappointed yet. You haven't put in enough reps to be disappointed with the outcome.”

The thing that you're upset about not having yet, that doesn't happen until you're two years into this. You don't get to be disappointed yet. I like that idea. I like the concept of the master has failed more times than the beginner has even tried. The more that you can see that, those outcomes is that point on that spectrum more repetitions, the more you can check your emotion for a little while and get back to putting in the reps.

[0:41:10.5] MB: This comes back and makes me think of something you touched on a minute ago with the idea of implementation intentions and the broader concept of actually creating space and creating time for your goals in your calendar, right? It's easy to have these goals, these aspirations, things you want to do. Until you do the reverse engineering of mapping that into what do I want to achieve? Okay, what are the reps actually look like on a day to day basis? You have to make sure that those end up being scheduled at some point in your day for them to actually happen.

[0:41:41.5] JC: Yeah. You want to have a time and a space for your behaviors to live. It's similar to what I mentioned a few moments ago, this idea of a lot of people wake up and feel like, “Oh, I hope I feel motivated to do it.” Well it's like, no. Give it a space to live. Give it some sacred space that belongs to that behavior and that'll help increase the odds that it happens. It doesn't make it perfect, but there's no way to perfectly know if you're going to be able to stick to a habit every day or not. They're just, sometimes things come up, sometimes emergencies happen or whatever.

What you're trying to do is make as many moves as possible that put the odds in your favor. We're playing with probabilities, not with certainties. Nothing is certain about the future, but we can try to design a system where good behavior is more likely. That's one of the core messages of Atomic Habits is – and I think I say this in the conclusion, which is the holy grail of behavior change is not a single 1% improvement. It's a 1,000 of them. You're trying to take all these little strategies, all these to borrow one of your phrases from earlier, all these tools in your toolbox, and use them to design this system, design an environment that puts the odds in your favor. Those are just a couple ways to do that.

[0:42:50.0] MB: Yeah. The idea of stacking all of these strategies and combining together is such an important understanding and comes to another concept that I thought was just a great perspective on any habit, which is the notion of never missing twice. Tell me a little bit about that.

[0:43:05.0] JC: There are two explanations here. Let me explain a little bit by way of a story. One of the things that you really want and this is in the book, I refer to this as the fourth law of behavior change, this idea that you want to make it satisfying. You want your behaviors to be rewarding, enjoyable, pleasurable. They need to have some positive emotion associated with them, because that gives your brain a signal of, “Oh, hey. I should do this again in the future. That felt good.”

One of the challenges with good habits is that they're often – all the rewards, all that rewarding thing, all that pleasure and emotion and positive emotion is all delayed a lot of the time. We all have felt this. You sit down and you start writing your book for an hour. You've worked really hard and the manuscript is still a mess, it feels like you're still light years away from having it finished. Or you go to the gym and you work out and you get done and your body looks exactly the same. If anything, you feel sore, the scale hasn't changed. It's like, was that even worth it? It doesn't feel like it.

All the returns are delayed. What you need is something in the moment to make you feel like that was worth it, to make you feel like this is a positive experience. My parents have a good example, they like to swim. Whenever they get out of the water, their body looks exactly the same as when they got in, right? Same story as what I'm just saying. There's no evidence that that workout was worth it.

My dad has this little pocket calendar and he pulls it out and he puts an X on that day when they swim. This is just commonly called a habit tracker, or this form of tracking your habit in the moment and whenever you do it, whenever you write one sentence, or read one page, or do one push up, you put an X on that day and it's a visual signal that you showed up and that you're making progress. It's a small thing, but doing it each time like that, it helps give you a signal that you're moving forward and it adds a little bit of pleasure, a little bit of enjoyment to the process. Those habit streaks, there are a bunch of apps that help you do it. You can do with any calendar. I have a journal, a habit journal that I designed and created and it's got habit tracker templates in the back.

There are a bunch of ways to do it, but the point is as that streak builds up, it becomes motivating, it becomes enjoyable and you're – you have a reason to keep showing up and going to the pool or doing whatever, even though you're waiting for those long-term rewards to show up still.

Having, the process of having a streak is very motivating. As it builds, it feels great. At some point, every streak ends and your kids get sick, or you have to travel for work, or whatever it is, and the process of breaking a streak is very demotivating. It feels like you lost your progress. It feels like, “Oh, I got to start from scratch all over again.” As you're building a streak, the idea that I like to keep in mind is don't break the chain. It doesn't matter how good or how bad it felt that day, just don't break the chain. Just keep building that up.

Once the streak breaks, once you slip up or something, the mantra that I like to pair with that is never miss twice. Never missed twice, I think it's particularly useful for – it's useful for a lot of habits. Diets in particular, we seem to act this way about. You'd stick to a diet for seven or eight days and then on the ninth day, you binge eat a pizza or something and you're like, “Uh, why bother? I'll just go back to this old way of eating. I knew I wasn't going to be able to stick with that. Blah, blah, blah.”

Never miss twice tells you, “Okay. I wish I hadn't binge eat the pizza.” But never miss twice, so we make sure the next meal is a healthy one. “Or, I wish I hadn't missed my journaling habit last Friday, but never miss twice, let me make sure the next day I get right back into it.” Never miss twice as a way to cut the problem off at the source. Again, I think we all implicitly know this from our experience that it's almost never the first mistake that ruins you, it's the spiral of repeated mistakes that follows. It's letting messing up, or missing a habit become a new habit. It's letting that slip-up become a new habit, that's the real problem.

Never miss twice helps you stop that and start a new streak as quickly as possible. A little bit of a long-winded explanation, but the point is habit should be as enjoyable as possible in the moment. Building a habit streak, or using a habit tracker helps you do that. Then never miss twice is a good buffer against the uncertainty of life and the fact that streaks break from time to time and it gets you refocused on what matters, which is starting a new streak as quickly as possible.

[0:47:35.0] MB: I think that concept paired with what we talked about a minute ago, this idea of as I would call it probability stacking. Basically, just getting as many tools as you possibly can, as many levers as you possibly can, pushing you towards the behavior, the habits that you want to create, both of those and viewing habits as a probabilistic thing, right? It's not necessarily a black or white thing. It's a probability. Both of those to me really help create a sense of almost self-compassion that it's okay sometimes to mess up and you're not going to be perfect. In many ways, the expectation of perfection can sabotage your trajectory and set you back in some ways.

[0:48:12.3] JC: I think that's definitely true. You don't need to be perfect. You do need to be quick to recover. That's what never miss twice and designing a system and all this probabilistic ideas, that's what that's getting at is we're trying to increase the odds that you show up and perform well day in and day out. Occasionally, life is going to throw something at you that prevents that. As much as possible, you want to be quick to recover, because the people who interrupt the compounding of their habits, the improvement of their habits, the people who interrupt that less are the ones who end up gaining.

It's like this, so when you get this yo-yo effect where you're like, “Oh, I did that habit for three months and then I had four months off. Then now I'm feeling like, oh, I really need to get back on track,” and just the pendulum swings back and forth, the yo-yo goes up and down from on and off. Never miss twice is trying to get over that and to build a lifestyle of consistency with just occasional blips where you miss. Recovering quickly is the name of the game in that sense.

[0:49:10.7] MB: I love that phrase, lifestyle of consistency. A lot of the things we've talked about today have really all centered around that concept of how do you consistently execute on the habits that are important to achieving your goals.

[0:49:23.0] JC: Right.

[0:49:24.0] MB: I'm curious, coming back to what we're talking about a minute ago, how do you think about and I don't know if you'll have an answer for this or not, but how do you think about figuring out what the right reps are? Some things, it's obvious. Weightlifting, maybe reading, etc., but if you're talking about a complex business goal or something that's not – it's not as easily discernible, are there any tools, or strategies that you found to be really effective to determine which reps, or which habits are going to be the most impactful, or have the highest probability of helping you be successful?

[0:49:56.1] JC: Yeah, that's a great question, because it's really getting to strategy about how do you know where to focus? There are a couple different ways to answer this. One way to answer it is people, you can call it different things, reverse engineering, imitation, best practices, blah, blah, blah. You look at people who've achieved something that is either similar to what you've done or adjacent to what you're trying to achieve and then you see what bits and pieces you can learn from their strategy, or imitate from their strategy and maybe that'll help you. That will maybe give you a starting place.

There are criticisms of that approach, which is like the Elon Musk first principle thinking idea, where you say, okay, just because people have done it that way in the past, doesn't mean you should blindly imitate things. You should think clearly and carefully about what you're actually trying to achieve, distill it down to the absolute fundamental level, first principles, where you say, what do we know for sure? Then build back up from there. Those are two common approaches.

I almost think and I think those are good places to start if you're trying to figure out what do I do first, or where do I begin at all? I think, now my preferred answer to this is that it's much easier to figure out if something is working after you've tried it, than it is to predict if it will work before it's tried. It's much easier to see when you're starting to make progress, or when you're winning, so to speak, and double down on that, rather than it is to try to figure it all out ahead of time.

What that means is that you should use a range of experiments to try to figure out what you're doing. You're trying to figure out, how can I run a cheap, quick, thoughtful, but cheap and quick test to see if this strategy is worth pursuing further? You want to do that as much as possible. Then when occasionally, a winning strategy bubbles up, then you want to double down on that. The more that you're winning, the more you want to repeat that. The more that you're losing, the more that you want to experiment more and try to get exposure to new ideas.

There is one caveat to that strategy, which is if you spread yourself too thin, that's risky too. One thing people say is like, don't keep all your eggs in one basket. If you lose that basket, then you lose the whole thing, so you want to diversify. You could also say, don't keep your eggs in too many baskets, because then you have to keep watch and manage each basket. The more that you divide your attention, the more you're doing things halfway. Doing things halfway is actually risky in itself, because you're competing against people who are focused and who are putting great energy into each of those baskets. It's very hard to win, or to stand out when you're dividing your attention in all this way.

I think rather the answer is maybe you use first principles and reverse engineering, or imitation, or whatever you want to call it for your 80% plan, this is where I'm focus and this is what I'm going to spend the majority of my time on. We're going to attack this strategy. Then you run all these experiments with the other 20% of your time and resources and energy. Occasionally, when one of those baskets shows something fruitful, you start to integrate it into your 80% time and double down on it more.

There is this balance that's constantly going on which is you got to stay focused if you want to get great results. If you're competing against other people, it's very hard to win if you spread yourself too thin. Yet, nobody knows what's going to work ahead of time. Nobody can predict the future, so you need to have at least some exposure to experiments, so that you can find new ideas and then integrate those when they seem to take off.

[0:53:24.6] MB: That's a great perspective and you shared a number of really helpful mental models to address that and figure out how to solve that challenge. I'm curious, for somebody who's been listening to this who wants to start to take action and implement something that we've talked about today, what would one piece of homework or action step be that you would give them to start concretely taking action to build better habits?

[0:53:47.8] JC: Usually, I think the best place to start is with what I call the two-minute rule. Again, I'm just trying to keep this really simple, which should the next action be? The two-minute rule says, take whatever habit you're trying to build and scale it down to something that takes two minutes or less to do. Read 30 books a year, becomes read one page. Or do yoga four days a week, becomes take out my yoga mat.

Sometimes people resist that a little bit. They're like, “Okay. I get what you're saying, but I also know the real goal isn't just to take my yoga mat out. I know I actually want to do the workout. If this is some mental trick or something, why would I fall for it basically?” I get where people are coming from, but there's a story that I tell in the book of this guy named Mitch. He ended up losing over a 100 pounds. He had this rule where for the first six weeks that he went to the gym, he wasn't allowed to stay for longer than five minutes. He get in the car, drive to the gym, get out, do half an exercise, get back in the car, drive home.

It sounds ridiculous, right? It sounds silly. You're like, obviously this is not going to get the guy the results that he wants. What you realize if you step back is he was mastering the art of showing up, knowing I think this is a deeper truth about habits that people often overlook, which is a habit must be established before it can be improved, right? It has to become the standard in your life before you can optimize and scale it up into anything more.

If you don't make it the standard, if you don't master the art of showing up, there's no raw material to work with. There's nothing to optimize. It's just a theory. I think the best place to start is to use the two-minute rule to get over that hump, to say, “All right, look. I'm going to try to master the art of showing up. I'm going to integrate this new habit, even if it's very small into my life. Then once it becomes a part of my new normal, once it becomes a lifestyle, then I've got plenty of options for scaling and proving or expanding it from there.” In that way, I would say the two-minute rule is a great place to start.

[0:55:41.5] MB: Great suggestion and I love the story of Mitch. It's such a powerful way to really break down the difference between showing up for the habit and then ultimately, building on the habit. If you don't master showing up, then there may be no habit to build on at all.

[0:55:54.3] JC: Right.

[0:55:54.9] MB: James, where can listeners find you and the book and all of your work online?

[0:56:00.0] JC: Yeah. Well, if you want to check out Atomic Habits directly, you can just go to atomichabits.com. Obviously, we didn't have time to get into most of it, so it breaks down a lot of the stuff that we discussed and expands on that. If you're curious just about more of my work, or want to read more of my writing, you can go to jamesclear.com. You can also find the book there, of course. Probably the one thing I'm known for outside of Atomic Habits would be my weekly newsletter. That's called 3-2-1 and every Thursday, I send out three short ideas from me, two quotes from other people and then one question to think about during the week. If you're interested, feel free to poke around, check out some of the articles, or sign up for the newsletter and you can do all that at jamesclear.com.

[0:56:41.5] MB: Well, James. Thank you so much for coming back on the show; another fascinating conversation, so many great lessons and I personally really learned a tremendous amount from our discussion.

[0:56:50.4] JC: Wonderful. Yeah. Thanks for having me.

[0:56:52.8] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.

May 28, 2020 /Lace Gilger
Focus & Productivity
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You Aren’t Actually Self-Aware with Tasha Eurich

May 21, 2020 by Lace Gilger in Emotional Intelligence

In this episode, we tell the truth about self-awareness. 95% of people think they are self-aware but only 10% actually are. Where do you think you stand and what can you do to improve what our guest calls the superpower of the 21st century? All this and more with our guest Dr. Tasha Eurich.

Dr. Tasha Eurich is an organizational psychologist, executive coach, researcher, and New York Times Bestselling author. She is the New York Times Bestselling author of Bankable Leadership and INSIGHT. Her TED talk has been viewed over one million times and her work has been featured in Business Insider, Forbes, The New York Times, and many more! In 2019, she was named one of the top 30 emerging management thinkers in the world by Thinkers50, as well as the #1 self-awareness coach in the world by Marshall Goldsmith.

  • One of the BIGGEST conclusions of self-awareness research - 95% of people believe they are self-aware, but only 10-15% of people actually are self-aware. 

  • Self-awareness is extremely learnable and can be developed. 

  • What does it actually mean to be self-aware? What does science say about self-awareness?

  • One of the largest meta-studies ever conducted on self-awareness - reviewing and compiling over 1000 studies - here are the definitive elements of self-awareness.

  • Self-awareness is the “will and skill” to see yourself clearly. 

  • There are two types of self-awareness that are completely independent. 

    • Internal self-awareness - understanding yourself from the insight out. Behavior patterns, strengths & weaknesses, etc. 

    • External self-awareness - self-awareness from the outside in. Understanding how people see us.

  • While it may seem like these two things coexist, the research shows that there is actually no relationship. 

  • Having one type of self-awareness and not the other can have some serious risks. 

  • It doesn’t take as much time as you think to see yourself clearly.

  • Scientific data demonstrates that people with self-awareness are:

    • Better communicators

    • More confident

    • More likely to be promoted

    • Better parents

    • Less likely to lie, cheat, or steal

    • Happier in their personal and work relationships 

    • More likely to outperform at work

    • Companies that are lead by self-aware leaders are more profitable

    • Organizations with larger numbers of self-aware employees have better shareholder returns 

  • One of the biggest misconceptions of self-awareness is that it is not a “soft skill” that you should focus on in your extra time.. its something that is paramount to your success in everything else. 

  • You can only be as good at the most important skills in the 21st century as you are self-aware. Your level of self-awareness sets the upper limit for your success in almost every area of your career and your life. 

  • Most people don’t spend a lot of time and energy improving their self-awareness. 

  • Self-awareness is one of the most powerful tools to help successful people become even more successful. 

  • If you’re a leader, ask yourself: how confident are you in the way that your team sees you?

  • What are some of the counterproductive strategies for improving your self-awareness?

  • Introspection is not always the most effective path to self-awareness.

  • It’s not that introspection is a bad path, it’s that we often make mistakes when we are introspecting. 

  • Why asking WHY may not be the most important question to become more self-aware. 

  • No matter how hard we try we actually can’t access a lot of our thoughts, feelings, and motives. 

  • You get in a fight with an important person in your life and you ask yourself “why am I so upset right now?”... It's the wrong question to ask. 

  • We find an answer that feels true but is often completely wrong. We are just as confident about the answer as we are wrong. 

  • Why questions tend to set off a ruminative spiral of thinking. Single-minded fixation on our fears, shortcomings, the bad things that happen to us, etc which often turns off the rational processing portion of your brain. 

  • WHY questions can be misleading and dangerous for mental health and wellbeing. 

  • Changing WHY questions into WHAT questions gives better answers, increases self-awareness and makes us happier. 

  • Instead of asking “why didn’t I get that promotion” ask:

    • What can I do differently next time?

    • What can I learn from this experience?

    • What is the feedback I can get from this?

  • Research lessons from 50 “Self-awareness unicorns” who went from a total lack of self-awareness to becoming highly self-aware. 

  • What were those 50 people doing differently?

  • Good “WHAT” questions to ask yourself to improve your self-awareness:

    • “What are my patterns when I encounter this situation?"

    • "What can I do differently?"

    • Instead of asking “why didn’t I close this sale” ask “what haven’t I tried yet?"

    • When you have a good or bad performance “What’s different today than it was before?"

  • You don’t have to practice meditation to get all the benefits of mindfulness (through meditation has tremendous scientific benefits). 

  • 2x2 Matrix

    • "Seekers" Low Internal / Low External 

      • If you’re in this bucket, pick one type of self-awareness to start with. Focus on one development goal at a time. 

    • “Introspectors” High Internal / Low External

      • Really into journaling, meditation, personal development. 

      • Because they lack external self-awareness, they are like a walking time bomb… they develop a false sense of knowledge without an external feedback loop… because they don’t understand how others perceive and interact with them. 

      • They need to take proactive control of learning how they are seen. “How do the 30 most important people in your life see you?"

      • You have 2 choices:

        • Blissful Ignorance

        • Knowing the Truth

    • “Pleasers” High External / Low Internal 

      • Putting the way other people see you ahead of your own sense of happiness and meaning. 

      • Like a chameleon. Develop an internal sense of what your values are, who you are, what you want. 

    • “Self-awareness unicorns” High external/high internal

      • Most committed and most focused on their self-awareness journey. 

      • Daily practice or habit of trying to build incremental insight into yourself and how you are seen

      • No matter what you already know, there is almost an infinite amount you can learn. 

      • You’re never done with self-awareness, there is always more to learn. 

  • How do you avoid feedback platitudes? What are the best tools for 

  • Most unicorns are surprisingly picky about who they regularly seek feedback from. The people they chose had the following characteristics in common:

    • A feedback giver, without question, has your best interest at heart. An intuitive sense that this person wants you to succeed. 

    • That person would be willing to be brutally honest about how you are showing up. 

  • You need to find “loving critics” not “uncritical lovers."

    • You need to develop a roster of 3-5 loving critics that you go to frequently. 

    • Set up a cadence that’s workable for you to check in with them. 

    • Find a regular opportunity to check-in. 

  • Feedback can often come from people who are threatened by you, have their own issues - be very wary of feedback from these kinds of people. 

  • How much visibility does the loving critic need into your life, daily activities, work, etc?

    • You want the loving critic to have domain-specific expertise for the feedback they give you as well. 

    • They need some level of subject matter expertise (usually)

  • What kind of targeted questions you should ask your loving critic?

    • Often you don’t want to ask too open-ended of a question

    • Ask specific questions around your goals or specific activities you want to improve on

    • Confine your asks for feedback to specific goals and activities

    • Is there anything else you’ve observed that I wh

  • Homework: Ask yourself “How self-aware am I?” - get some type of baseline on your self-awareness. 

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Tasha’s Website

  • Tasha’s LinkedIn, Twitter, and Facebook

Media

  • Muchrack Profile - Tasha Eurich

  • QAspire - “Leadership and Self-Awareness: Insights from Tasha Eurich Part 1” by Tanmay Vora

  • NIH Record - “Eurich Explores Why Self-Awareness Matters” By Dana Talesnik

  • HBR - “Why Self-Awareness Isn’t Doing More to Help Women’s Careers” by Tasha Eurich

    • “Working with People Who Aren’t Self-Aware” by Tasha Eurich

    • “The Right Way to Respond to Negative Feedback” by Tasha Eurich

    • “What Self-Awareness Really Is (and How to Cultivate It)” by Tasha Eurich

  • Medium - “Become a better leader through self-awareness — 2018 study” by Brand Minds

  • Article Directory at Quartz and HuffPost

  • [Podcast] Good Living - BANKABLE LEADERSHIP AND INSIGHT with our guest: TASHA EURICH

  • [Podcast] The Learning Leader - Episode 204: Dr. Tasha Eurich – How To Become More Self-Aware

  • [Podcast] The Gartner Talent Angle - Spotlight 15: Self-awareness, Self-Delusion & Empathy with Dr. Tasha Eurich

  • [Podcast] Jacob Morgan - The Truth About Self-Awareness From New York Times Bestselling Author Dr. Tasha Eurich

Videos

  • Tasha’s YouTube Channel

  • Time Management and Productivity - Insight Book Review | Tasha Eurich | How To Raise Self Awareness

  • Top Business Leaders Podcast with Dan Janal - TBL #023 - Dr. Tasha Eurich, Author of Insight: The Surprising Truth…

  • TEDxTalks - Increase your self-awareness with one simple fix | Tasha Eurich | TEDxMileHigh

  • Signature Views - 3 strategies for becoming more self-aware | Tasha Eurich

  • Selling Made Simple / Salesman.org - The Science Of Self Awareness (And How It Leads To Sales Success) With Dr. Tasha Eurich

Books

  • Insight: The Surprising Truth About How Others See Us, How We See Ourselves, and Why the Answers Matter More Than We Think by Tasha Eurich

    • Insight Book Quiz

  • Bankable Leadership : Happy People, Bottom-Line Results, and the Power to Deliver Both by Tasha Eurich

Misc

  • [SOS Episode] Evidence Reveals The Most Important Skill of the 21st Century with Dr. Tasha Eurich

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we tell the truth about self-awareness. 95% of people think they’re self-aware, but only 10% to 15% actually are. Where do you think you stand and what can you do to improve what our guest calls the superpower of the 21st century? All of this and more with our guest, Dr. Tasha Eurich.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we shared how you can feel bold, powerful, confident and alive and get the motivation you need to finally take action and make your goals and dreams a reality. Learn to believe in yourself with our previous guest, Evan Carmichael.

Now for our interview with Tasha.

[0:01:45.0] MB: Dr. Tasha Eurich is an organizational psychologist, executive coach, researcher and New York Times bestselling author. She's the New York Times bestselling author of Bankable Leadership and Insight. Her TED Talk has been viewed over a million times and her work has been featured on Business Insider, Forbes, New York Times and many more media outlets. In 2019, she was named one of the top 30 emerging management thinkers in the world by Thinkers50 and as the number one self-awareness coach in the world by Marshall Goldsmith.

Tasha, welcome back to the Science of Success.

[0:02:19.0] TE: It's great to be back. Thanks.

[0:02:20.4] MB: Well, we're so excited to have you back on the show. The reason we wanted to have you on originally was because self-awareness has been and really continues to be one of the biggest recurrent themes on the show and how important self-awareness is to really achieving any goal, or any skill that you have in your life. You've done so much great work around self-awareness that we felt we wanted to bring you back on and go even deeper into that topic.

[0:02:45.1] TE: Happy to oblige.

[0:02:46.3] MB: Awesome. Well, I'd love to start out with one of the biggest insights that I've had from your work, also ironically, the title the book, this idea that most people think that they are self-aware, but actually a very small fraction of people actually are self-aware. Tell me about that.

[0:03:02.9] TE: This was one of the probably least surprising elements of our research program that's now been going on for six or so years, was we discovered that about 95% of people believe that they're self-aware, but only about 10% to 15% of us actually are. The joke I always make about this is that on a good day, 80% of us are lying to ourselves about whether we're lying to ourselves. Now this is really important, right? It's easy to look at that statistic, or hear it and say, we're all doomed to live in a delusional world forever and ever.

The other thing that's been just abundantly clear in all of our empirical research on the subject is just how learnable and developable self-awareness really is. There's a lot of paradoxes around it. There's a lot of surprises we found about the right and the wrong ways to become self-aware. But ultimately, I feel like this is a message of hope. Most of us have a lot more work to do than we think. If we are courageous enough and skilled enough and choose the right approach, we can make huge improvements and therefore, improve pretty much every area of our lives.

[0:04:14.4] MB: What does it actually mean to be self-aware?

[0:04:17.8] TE: Oh, that's such a good question. I thought naively when we first started this program, I built a research team from academic institutions, a lot of graduate students, professors. I thought, well, the first thing we have to do is define self-awareness. It's a term that a lot of people throw around. We sometimes throw it around in the reverse like, “Wow, that person is not very self-aware.”

What we wanted to do was not just think about the way we're talking about it a mainstream business aspect, but what does the science say? We reviewed, by the end of our program, we reviewed almost a thousand empirical journal articles, so nobody else had to. We found just such a variety of different ways of defining it. Again, to vastly oversimplify it, what we tried to do was come up with what are the most important elements of self-awareness. If somebody wants to build their self-awareness empirically, what do they need to focus on?

What came out of that was essentially, two types of self-awareness that are completely independent, which gets really interesting and I'll come back to that. If we define self-awareness, it's basically that will and skill to see ourselves clearly. Then if you delve one more step to that in terms of detail, you come up with two different types of self-knowledge. The first is something we named internal self-awareness, which is essentially understanding yourself from the inside out. It's knowing who you are, what are your values, what are your passions and aspirations, what are the patterns of behavior, what are your strengths and weaknesses?

Equally important and again, independent is our knowledge of something called external self-awareness, which is self-awareness from the outside in. In other words, understanding how other people see us. My initial thought when we first discovered these two types of self-awareness, again, before we started collecting a lot of data on them was they would tend to co-exist. If somebody knew who they were on the inside, they would also be more likely to know how other people saw them and vice versa.

We found that they really had no relationship. What what that means practically for all of us is we have to be on the simultaneous journey of both, of doing that work internally. Again, the good news that we discovered was it doesn't take as much time as psychoanalysts would want us to think good to see ourselves clearly, but we also have to do that work to get constant feedback from the right people in the right way and sometimes live with the paradox of knowing that the way we see ourselves is not the same as the way other people see us and that's okay. There's a lot to that, but those are the two main types of self-awareness.

[0:06:57.9] MB: I really like both of those categories. I'm curious to explore each of them, what are some of the benefits of being internally self-aware and then what are some of the benefits of being externally self-aware?

[0:07:10.4] TE: When we looked at self-awareness, we were usually aggregating. In order to consider someone self-aware, they had to be high in both. That's a really important thing to mention is that having won in the absence of the other, sometimes can come along with some risks. Maybe we can come back to that, but I can talk about the benefits of self-awareness just in general. I could literally sit here for the whole podcast and rattle off outcomes, but I think for your audience, here's a couple of things that might be especially compelling.

We and others have found that people who are self-aware are better performers at work, objectively. They are more promotable. They're better communicators. They're better influencers. They're more confident. They're less likely to lie, cheat and steal. They are better parents, who raise more mature and less narcissistic children. They're even more happy in their personal relationships, as well as their work relationships. They have deeper, more trusting connections with other people.

There's even some evidence and I find this really fascinating and feels very important to me, that companies who are led by self-aware leaders are actually more profitable. There's also some evidence that organizations that are made up of large numbers of self-aware employees have actually better shareholder returns.

One of the interesting things, if I'm at a cocktail party and somebody finds out I'm a self-awareness researcher and organizational psychologist as they say, “Oh, yes. You help people with those soft skills.” I actually think that's one of the biggest misconceptions of self-awareness in particular is that this isn't something that we should work around if we have time, or this shouldn't be something that we focus on when all of our – the things on our to-do list are finished. It's really critical to our success and our happiness in all parts of our lives.

[0:09:03.4] MB: That's such a great point. I love the examples of how it increases shareholder returns and company profitability, because to me, having done this podcast for years and years at this point and really experienced the benefits of self-awareness in my own life, it's really frustrating when I interact with people sometimes and they have that exact same reaction, which is, “Oh, yeah. That's one of those soft skills. It's not that important. I really need to focus on something else first.” It's like, well really, self-awareness underpins pretty much everything else.

[0:09:36.2] TE: That is a hugely important point too, is we can only be as successful at the other critical skills of the 21st century as we are self-aware. Think about this, have you ever met someone who is an excellent influencer, who is not also self-aware? Or an excellent leader, who's not also self-aware? Or an excellent communicator, who's not self-aware? The way to think about this is that our level of self-awareness is essentially going to set the upper limit for our success in almost every other area of our careers in our lives. That's why I call it the meta skill.

The beauty of this is most people, as we'll talk about, don't spend a lot of time and energy improving their self-awareness. The people that are courageous and again, smart enough to do that are going to have a leg up.

[0:10:29.1] MB: The people who don't dedicate the time and energy to improving their self-awareness, do you think that it's a lack of knowledge that they even aren't self-aware, or do you think it's a lack of tools and abilities that they can use to improve their self-awareness?

[0:10:44.2] TE: I think sometimes, it can be a little bit of both. One of the things I love to do in my work is help already successful executives become even more successful. When I come in to coach a CEO for example, I'll say things like, “Okay, so how confident are you that you know how your team sees you?” They’ll say, “Oh, I feel very confident.” I say, “Okay. Well, what do you think they're going to say about you?” We go through this whole process.

Then when I actually start to do this qualitative 360, I speak to 30 people, not just they work with, but their spouse, their adult kids, if they have adult kids, their friends and I get this really complete picture of who the person is that they know. When I come back to them and say, here's what we learned, there are often a lot of positive surprises, often quite a few negative surprises.

What I hear people say is like, I really thought I knew the answers to this. Often, it's not even for a lack of trying. It's that they're busy, or they don't see how central this is to their success. That's where I think again, we have all these empirically developed tools that I've been using in my coaching practice, with CEOs who can't fail for so many number of years that we can do it. Part of it is knowing how important it is and then another piece of it is using the right tools. That's another thing I think there's a lot of commonly accepted paths to self-awareness that are sometimes doing us more harm than good.

[0:12:16.8] MB: Tell me about some of those paths that may be counterproductive.

[0:12:21.7] TE: The biggest one, and I think for me personally when I learned this, the one that turned my life upside down a little bit was this idea that introspection is not the universal path to self-awareness. Introspection is deeply analyzing our thoughts and our feelings and our motives. Very early on in our research program, one of the first mini studies I did was I surveyed about 300 people on how much time they spent introspecting. Literally, how much time every week, or every month. Then I looked at outcomes like, did they feel in control of their lives? Were they happy? Were they depressed or anxious? Did they have positive personal and professional relationships? We also looked at their level of self-awareness.

The pretty shocking and disconcerting finding was that not only did people who spent a lot of time introspecting, tend to be less self-aware, they tended to be more stressed, more anxious, more depressed, less happy with their lives, less in control of their lives. At first, I thought I had done all these analyses wrong, and so I just kept doing them over and over. I said, “No, this is what's going on.” This is why I think it's so hugely important to actually use science to understand a lot of these pop business terms.

It took us down this path of figuring out what's really going on here. As we discovered, thankfully, it's not that introspection in and of itself is wrong, or unproductive for self-awareness. It's that a lot of us make mistakes in the way we introspect, that essentially stuck out all of the insight from the experience. The best way to illustrate this and again, we could do a whole podcast on just this, but to keep it simple, is I think a very common introspective question that people ask themselves is why, especially if something bad happens, right? Like, “I didn't get this promotion at work that I thought I was going to get.” You might say, “Why didn't I get this promotion?”

When we asked ourselves why questions, there's two things that happen that are what take us off course. Number one, psychologists have found that despite what Sigmund Freud desperately wanted us to believe, no matter how hard we try, we actually can't access a lot of our thoughts, feelings and motives. Maybe if I have a fight with one of my best employees and I could say like, why am I so upset right now? There's this feeling that if I ask myself that question, I will be able to excavate into my own consciousness, find an answer and that will be the truth.

Again, what psychologists have discovered is that what happens when we ask ourselves those questions is we find an answer that feels true, but is often completely wrong. In this example, maybe I say, “Well, it's because I'm not cut out for management, or it's because my father abandoned me when I was a child and I'm just afraid of confrontation, whatever, whatever you could make up.” Again, we can't access those true feelings. What happens is we are just as confident about the answer as we are wrong. You can start to see how this leads us away from self-awareness.

Going back to the first example, here's the second problem with why questions. Again, “Why didn't I get this promotion?” Why questions tend to set off a ruminative spiral of thinking and rumination is a single-minded fixation on our fears, or shortcomings, or the bad things that happen to us. When we ruminate, it essentially turns off the rational part of our brain. We think we're answering this really important question, “Why didn't I get this promotion?” When we're just getting into this rabbit hole of despair. That's the wrong type of question to ask, why. Why as an introspective question is not only misleading, it can be dangerous for our mental health and well-being.

Again, to vastly over simplify this, what we have found is if we change why questions to what questions, that's when the process of introspection not only gives us good answers and increased self-awareness, but helps us be happy and in control and purpose-driven. Going back to the example of why didn't I get that promotion, a better question might be something like, “Well, what can I do differently next time? Or what can I learn from what didn't go so well from this particular instance, or what's the feedback that I can ask for in order to clarify what went on?” It seems like a small difference, but what we've discovered is that this is one of the most powerful ways you can reframe your introspection to make it actually produce insight.

[0:17:09.9] MB: Such a fascinating topic. That's a really, really important distinction between why questions and what questions. I'd love to hear a little bit more about that, just because it's a topic that's very personally interesting to me. I spend a fair amount of time introspecting, but I also totally agree with your conclusion. The way I think about it is there's a healthy level of introspection and then if you go too far down the path, it's almost like two mirrors reflecting each other, where it's the infinite depth that's not really actually really leading you to any ultimate conclusions.

[0:17:42.6] TE: That's right. I think sometimes for people, what really brings us alive are more examples. This might be a good time to mention, probably my favorite part of our study and our program, was we found 50 people, 5-0, who didn't start out as self-aware, but who made really dramatic, remarkable improvements in their level of self-awareness. To be part of, we call them self-awareness unicorns initially as a joke, but the term stuck. To be part of this group of self-awareness unicorns, you had to clear a lot of hurdles.

They had to have self-ratings of their own self-awareness on our validated 70-item scale that were quite high, someone who knew them well had to also rate them high in that assessment. They had to believe that they had improved their self-awareness throughout the course of their lives and other people who knew them had to agree. There was really a lot of hurdles that had to be cleared, because what we wanted to do is say what are these 50 people doing differently?

When we first found this bizarre results on introspection, I actually turned to our interview transcripts with our self-awareness unicorns. We had hundreds and hundreds of pages of really in-depth, qualitative information about how they made different choices when it came to their self-awareness. It was so fascinating, because I thought it was clear that asking why was the wrong question. What I did was I did a search to see how many times in our transcripts they were asking why. It was less than 150 times.

Then I started thinking, what are the other types of questions we could ask? I did another search for the question for the word what. It came up with almost a thousand results. That was where I started going, “Okay, this is something. This can't just be semantics. If there's that big of a difference between these two types of phrasings of questions, what does it look like?”

Let me give you a couple of examples from our unicorn. One of them was a non-profit director. She was in this situation, she was telling us that she had a new job and she needed to turn around the organization and get back in the black, and so they could continue to exist and serve their mission. Instead of asking something like, “In the past, why have I been so hard driving during change?” She asked a different question. She asked number one, “What are my patterns when it comes to driving change?” Number two, “What can I do differently in this situation?”

Another one was a marketing manager. He overnight had this new boss he was working for. No matter what he did, he couldn't seem to make her happy. Where I think a lot of people in that situation would ask something very well-intentioned question like, “Why are we like oil and water, this new boss and I?” He asked a different question. He said, “What can I do to show her I'm the best person for this job?”

Another one was somebody who was working on closing a sale with a client and just not able to close it. Instead of asking why didn't I close the sale, they asked, “What haven't I tried yet?” In each of these situations, going back to the first one with the non-profit director, she was able to turn around the organization in less than a year and they had a surplus. The marketing manager with the new boss, he went from they couldn't even be in the same room together, to people saying that the two of them were an example of how polar opposite people could work together. Then that third unicorn who couldn't close the sale was able to use this story-based approach, that was the one thing they hadn't tried and they made this huge close sale.

I think for each and every one of us, this is the daily practice that if we can be mindful about it and we can remember to do it, it seems small, but even just personally in my own life what I've learned from our unicorns and all these tools is it makes an unbelievable difference.

[0:21:40.7] MB: Those are great examples. Some of those questions are really helpful. I love the question about what patterns am I falling into when I encounter whatever that situation might be? I think that's a great one that you could use and apply to many different contexts in your life.

[0:21:55.5] TE: Exactly. That's actually a mindfulness technique. One of the things that is often overlooked about mindfulness is that we don't have to practice meditation to get all the benefits of mindfulness. There's a huge amount of benefits to meditating. I try to do it. I fail a lot, but I try. There are other ways that we can mindfully notice things in the present. I call that tool comparing and contrasting.

For example, if you had a great week and then you wake up one day and you are not great, a question that you could ask is what's different today than it was before? Or if you're falling into a similar pattern in a new job, what similarities can I find between this situation and other situations in my life? Yeah, it's a really powerful frame.

[0:22:48.6] AF: This episode of the Science of Success is brought to you once again by our incredible sponsors at Brilliant. Go to www.brilliant.org/scienceofsuccess to learn more. For a limited time, the first 200 of our listeners to sign up get 20% off an annual premium subscription. Brilliant is a math and science learning platform and their mission is to inspire and develop people to achieve their goals in STEM learning. I love it.

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Go check them out today. Brilliant is giving away 20% off their premium annual subscription to our first 200 listeners, to go to www.brilliant.org/scienceofsuccess. Go today get started. Again, that's www.brilliant.org/scienceofsuccess.

[0:24:15.7] MB: So many great tools. I want to continue to explore some of the other empirically developed tools that you found in the research to improve self-awareness. Before we dig into that, one of the things that you touched on earlier that I think is worth exploring now is this idea that there are some risks, or dangers to having an over-cultivation of one type of self-awareness and not enough of the other. Tell me a little bit about some of those pitfalls.

[0:24:41.9] TE: Yeah, that's great. One of the things that is so cool about having internal and external self-awareness be independent skills is that we, psychologists, can do our favorite thing ever, which is to put them on a two-by-two matrix. This is oversimplifying a little bit, but I think it's really instructive for each and every one of us on our journey to really reap the rewards of being more self-aware.

On the bottom left-hand corner is someone who is low, or less developed on both types of self-awareness, both internal and external. I call these people seekers. Seekers are at the beginning of their journey. It's not again, because they are bad people, or they'll never develop it, sometimes it's a lack of time, it's a lack of understanding of how important self-awareness is. If you're in that category where you say, “I've never really focused on this,” what I recommend to people is to pick one. I know that sounds crazy, because we know we need both, but I'm a big believer in pragmatic personal improvement.

When I work with my CEOs, for example, they're never working on more than one development goal at a time. If you're a seeker, you're at the beginning of your choose-your-own-adventure. You could go either way. What I would recommend is pick whichever one seems most interesting. Would you rather spend some time delving inward, or would you rather spend some time figuring out how people see you and hopefully, improving your relationships in the process? That's one.

Then you get into these really interesting archetypes, where people can be high on one and low on the other. Let's imagine someone who is high on internal self-awareness, but low on external self-awareness. In other words, they really feel like, maybe journaling is a hobby, or they’re really into personal development, or they love to meditate and really explore who they are. They've made some great progress in their internal self-awareness. The challenge with what I call these introspecters is because they're lacking an understanding of how other people see them, or that external self-awareness is in some sense, they're like a walking time bomb.

What happens very often with introspecters is they develop this false sense of confidence of your own self-knowledge, without having that external feedback loop. If somebody's an introspecter, they might again apply for a promotion that they thought they were a shoo-in for and not get it, or they might think they're in a great relationship and their spouse or partner abruptly leaves them.

It's not always that dramatic, right? It can be, but it's not. The challenge is if introspecters don't take proactive control of learning how they're seen, they lose that autonomy and that choice. What I tell my clients, if I'm sitting down to give them their 360 report, it's like, how did the 30 most important people in your life see you? What I always say is you have two choices. One is blissful ignorance and two is knowing the truth.

As comfortable as blissful ignorance feels, you're basically just giving up control. It doesn't mean if you learn how other people see you that you have to become a slave to other people's opinions, or other people's feedback, but you do have to open that channel. That's the challenge for introspecters is really focusing on that feedback. Then if you flip it, this is where it gets just as interesting.

Imagine someone who has a really highly developed sense of how other people see them of external self-awareness, but a less developed sense of who they are on the inside, internal self-awareness. I call these people pleasers. Pleasers, you start to think about an example of a person who is in their freshman year of college and for their entire lives, their parents have been pressuring them to become a doctor. They become a doctor and they hate it. That's a good example of someone who was putting the other people saw them ahead of their own sense of happiness and meaning.

A lot of times, people who are pleasers – I talked to somebody recently who was a pleaser who said, “It's like I'm a chameleon. I change my color for every situation I'm in, but I actually don't even know what color I am.” The journey for pleasers is to build that sense of internal self-awareness of who am I? What are my values? What do I want? What's going to make me happy?

Sometimes, people ask me at this point in the conversation if there are gender differences. We have found a slightly bigger representation of women in the pleaser category, but it's actually not as big as I was thinking we would find. A good first step for anybody is to say, where am I on this spectrum internally and externally? Then what does that mean for how to move forward in a practical, pragmatic way?

[0:29:36.4] MB: That's awesome. Then I'm assuming the fourth quadrant is the self-awareness unicorns for –

[0:29:41.0] TE: That’s it. Yup. The unicorns are the top of the top-right. If you think about this, you want to be in the top-right box. Yeah, exactly. It’s people who are aware and people who experience all of the benefits that we have already mentioned. What I think is really interesting about our unicorns in particular is obviously, they are arguably the most self-aware among us and they were the ones who were the most committed and most focused on their self-awareness journey.

It didn't mean they were spending hours and hours a week on it, but it meant it was this daily practice, or habit where they were trying to build incremental insight, because one of our unicorns was a middle school science teacher. He gave a great analogy of the process of self-awareness as being exploring space. No matter what we already know, there's almost an infinite amount that we still can learn. Just because you cross over into that top box of aware, doesn't mean – 

Sometimes people ask me like, “When am I done?” My answer is never. There's always more to learn. There's always more that can help inform how you can live your best, most meaningful, most successful life.

[0:30:50.7] MB: Such a great point. I definitely feel the self-aware his journey, even if you spend a very long time on it, you're very, very early on in the journey still. There's a couple specific pieces from that that I'd love some quick, almost tactical follow-ups on. One is is there a tool or resource that you recommend to collect external feedback from the people in your lives?

[0:31:15.8] TE: Yes. This is really important, because I think without the empirical backing, it's easy to fall prey to feedback platitudes, right? You read an article and it says, “Get more feedback.” You say, “Okay.” Then you just indiscriminately ask for feedback. What we learned from our unicorns was I think again, very instructive for all of us on our journey, which is that most of our unicorns were surprisingly picky about who they regularly sought feedback from.

When we looked at what these people they chose had in common, there were really two characteristics that I think as you hear these, if you're like me, the first time I discovered this, I said, “Yeah, I know a lot of people who fit one of these criteria, but very few who fit both.” The first criteria is that the unicorn had to believe that a feedback giver without question, had their best interest at heart. This didn't need to mean that that person was their best friend at work, or somebody they were incredibly close to. They just had to have an intuitive sense that this person wants me to succeed.

Number two, at the same time, they had to believe that that person would be willing to be brutally honest about the good, the bad and the ugly of how they were showing up. For that reason, what we named these people were loving critics. I always give the example of it's really easy to get feedback from uncritical lovers. I could send my newsletter that I'm working on to my mom. God bless her. She'll tell me it's the best newsletter I've ever written, but is that going to be helpful for me to get better? Maybe it's good for my confidence, but it's probably not great for my self-awareness.

On the other end are the critical people who don't want us to be successful. A lot of us, I don't know if you've had this experience. Most of us have in a workplace setting, where somebody comes by and says, “Hey, I have some feedback I'd like to give you.” It's like a feedback drive-by, where you're pretty sure they don't actually want you to be successful. This might be more about their issues, their hang-ups, they might see you as a threat. I think we just have to be really careful and disciplined.

Then once you have your loving critics, and by the way, this can be three to five people. That was what most of our unicorns shared is I've got a roster of three to five loving critics that I go to frequently, is to set up some type of cadence that's workable for you to check in with them. I talked about this pretty extensively and insight, but I think that the biggest piece of this is to find a regular opportunity to check in.

For some people, if you say the best I can do is quarterly, fine, but just do it. The worst thing to do in the situation is to say, “Oh, I'm going to overcommit. I'm going to check in with my loving critics for five minutes every month.” Then you don't do it and then all was lost. What I would encourage you to do is experiment with that, but have a conversation with them. Say, “Hey, listen. You or somebody that I've identified as a great supporter of me, for which I'm very grateful. You're someone who maybe even if you haven't given me direct feedback yet, you're somebody that I always see in meetings who's willing to put the truth on the table that no one else is willing to say and I respect that about you. I'm wondering if you might be willing to give me 10 minutes of your time every two months and let me just take you to a quick cup of coffee and I can ask you a few targeted questions that can help me be the best leader I can be,” for example.

I find that that is one of the most powerful ways we can improve our external self-awareness, that again, if you add up the amount of time you're spending is really pretty minimal compared to what you get out of it.

[0:35:11.6] AF: What's going on, everyone? This episode of the Science of Success is brought to you by incredible sponsor, Best Fiends. That's best F-I-E-N-D-S. Just like friends, but without the R. I am absolutely in love with this game. If you're looking for a fun way to pass the time while engaging your brain and enjoying some truly breathtaking visuals and a gripping story, Best Fiends is perfect for you.

I play this game all the time. It's a great way to improve your problem-solving, learn to see some of the big picture strategy to plan out your next move and it's really just a ton of fun in general. I'm at level 80 right now and have to say, the game continues to evolve and requires new strategies to get through various levels based on your goals. It totally keeps you on your toes, but it really never fails to be a fun experience.

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Now remember, that's Best Fiends, just like friends, but without the R. Best Fiends, F-I-E-N-D-S. Check it out today.

[0:36:38.6] MB: How much visibility does the loving critic need into your life, your daily activities, your work, etc.?

[0:36:45.3] TE: Great question. That's really important. I give the example an insight of my best friend, who is absolutely a loving critic. There are only certain things that make sense for me to get her feedback on. She's a lawyer by trade. Let's say I have my brand-new speaking reel that I just put together and I want to get feedback on it. I could send it to her and she could give me some feedback of just things that occurred to her, but because she's not in that world, it might not be as helpful as another loving critic who is in the speaking business and in the speaking world.

What might be great for me to ask her about is how am I showing up in social situations? How can I be a better friend and a better human? You want to make sure that that person has sufficient exposure to you in that sphere of your life. Then hopefully, some level of subject matter expertise. I'm going to say that's not always the case. I call it the grandmother test. Sometimes, somebody who is totally new to whatever you're doing can spot things that are very valuable that people who are mired in the weeds wouldn't see. I think in general, the more the person we're asking knows about that particular skill, or part of our lives, the better.

[0:38:01.5] MB: Are there any commonalities, or best practices you've found around the kinds of questions to ask your loving critics?

[0:38:09.6] TE: This is an interesting one, because I think it really depends on a lot of factors. Here's the one universal truth. I'll illustrate this with a comical story that happened to a friend of mine in graduate school. It was her first semester working with her advisor. When you're in a PhD program, you work with your advisor and see your advisor more than almost anyone in your life. They're the center of your world.

At the end of the semester, she wanted to ask her advisor what feedback her advisor had for her and how she could be the best grad student possible. At the end of one of their meetings, she asked her advisor, “Do you have any feedback for me as your advisee?” She paused for a minute and she thought. The answer she gave my friend was essentially, she felt like my friend was wearing the wrong color foundation, the wrong color makeup. She didn't talk anything about what kind of a teaching assistant she was, how she was doing in her courses, anything that was relevant. My friend just wandered out and thought like, “Oh, my God. What just happened?”

That's the danger if we ask someone a really open-ended question. This is really common. People say, “Oh, ask what you can start doing, stop doing and continue doing.” I think in some situations, that can be helpful. What I suggest to people is that to remind you that we are all the captain of our feedback ship. As cheesy as that analogy is, I think it's true. What that means is you should be deciding about the things you want to get feedback on.

What I recommend to people is to come up with a working hypothesis. For example, I want to be the CEO of a big company someday. What are the skills that I'm going to need to develop to be the best CEO I can be? Okay, one of them that I think I have the most work to do on is public speaking. I'm going to work on getting loving critics who can give me feedback on my public speaking. When I ask them for feedback, I'm going to confine it to that.

Sometimes people ask me at that point, well, if I'm being that specific, how do I make sure I'm not missing anything? I think that's a really good question also. Maybe at the end say, “Hey, is there anything else you've observed that you think might be helpful for me to know?” Then you've got the best of both worlds; you're being specific, but you're allowing things that you're not focused on to bubble up if they're important.

[0:40:27.9] MB: Great questions and highly practical and usable. For someone who's been listening to our conversation and wants to take some first step to concretely implement and execute on some of the stuff that we've talked about today, what would be one piece of homework, or one action item that you would give them to begin that journey?

[0:40:46.1] TE: If this is answering your question, I think this is the most tangible, actionable step people could take just as a starting point. It's a fair question to ask at this point, how self-aware am I? By the way, I learned that I was definitely not as self-aware as I thought I was. That's okay. We're all in this together.

I think is a first step, getting some type of baseline on your level of self-awareness can be very helpful. When Insight launched all the way back in 2017, we created this free quiz that I thought we'd leave it up for a couple months and take it down. We've had so many hundreds of thousands of people take it and they just loved it so much that we've continued to support this free tool to help make the world a more self-aware place.

What it is is a subset of 14 questions from our bigger, validated self-awareness assessment. You fill it out, it takes about five minutes, you send it to someone who knows you well, they fill out the questions about you and then you get this nice little report back on your high-level self-awareness and then a couple of tangible actionable steps based on your results, which again, is really important. It'll tell you where you are in those four archetype; seeker, introspecter, pleaser, aware. If anybody wants to take that, you can find it insight-quiz.com. Again, it's just a free resource we have up there that people seem to love, so I'm happy to continue to offer it.

[0:42:07.0] MB: We'll make sure to include that in the show notes as well. Tasha, for people who want to find more about you, your work, everything you're doing online, what is the best place for them to do that?

[0:42:18.5] TE: I always say, it's much less about me and more about supporting everybody's journey who's listening to this. If you take the Insight quiz, it's very easy to find me in general. I would start there.

[0:42:30.5] MB: Awesome. Well Tasha, thank you so much for coming back on the show, for sharing a tremendous amount of knowledge and insights; another great conversation about the importance of self-awareness.

[0:42:40.8] TE: My pleasure. Just always a pleasure to talk to you and very grateful for the opportunity.

[0:42:45.4] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

I'm going to give you three reasons why you should sign up for our e-mail list today by going to successpodcast.com, signing up right on the homepage. There are some incredible stuff that’s only available to those on the e-mail list, so be sure to sign up, including an exclusive curated weekly e-mail from us called Mindset Monday, which is short, simple, filled with articles, stories, things that we found interesting and fascinating in the world of evidence-based growth in the last week.

 

Next, you're going to get an exclusive chance to shape the show, including voting on guests, submitting your own personal questions that we’ll ask guests on air and much more. Lastly, you’re going to get a free guide we created based on listener demand, our most popular guide, which is called how to organize and remember everything. You can get it completely for free along with another surprise bonus guide by signing up and joining the e-mail list today. Again, you can do that at successpodcast.com, sign up right at the homepage, or if you're on the go, just text the word SMARTER, S-M-A-R-T-E-R to the number 44-222. 

Remember, the greatest compliment you can give us is a referral to a friend either live or online. If you enjoyed this episode, please leave us an awesome review and subscribe on iTunes because that helps boost the algorithm, that helps us move up the iTunes rankings and helps more people discover the Science of Success. 

Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

May 21, 2020 /Lace Gilger
Emotional Intelligence
Evan Carmichael-01.png

(B) Feeling Bold, Powerful, Confident, and Alive with Evan Carmichael

May 19, 2020 by Lace Gilger in Career Development

In this episode, we share how to feel bold, powerful, confident, and alive and get the motivation you need to finally take action and make your goals and dreams a reality. Learn to believe in yourself with our guest Evan Carmichael. 

At 19 Evan Carmichael built and then sold a biotech software company. At 22, he is a venture capitalist, and he runs a YouTube channel for entrepreneurs with over 2 million subscribers and 300 million views. Forbes called him one of the world's top 40 social marketing talents and Inc. called him one of the 100 great leadership speakers and 25 social media keynote speakers you need to know.

  • Everybody has Michael Jordan level talent at SOMETHING.. but they don’t believe in themselves.

  • Why don’t people believe in themselves?

    • We are surrounded by people who don’t believe in themselves. 

  • Awareness is powerful. 

  • Why are people too afraid to take action towards their goals?

  • We have moments of boldness, moments of courage 

  • Scary, difficult, hard, afraid = you have to do it. 

  • Make yourself go from idea to action ASAP. 

  • Tie your self worth to the PROCESS and the EFFORT, not the RESULTS 

  • Pat yourself on the back for trying

  • Overcome fear by creating a greater fear of regret

  • Make it an inside game. Be proud of your effort. 

  • How can we start believing in ourselves more?

    • Eliminate the negativity in your life. 

    • Eliminate the people that bring negative energy into your life. 

    • Create boundaries with these negative people in your life. 

    • Fill that void with positivity.. go to events, listen to podcasts, meet new people

  • Find the thing that makes you feel BOLD, POWERFUL, CONFIDENT, ALIVE, and make it a part of your day every day. 

  • People have a routine that sets them up for success by having the right motivation every single day 

  • Switch to MOTIVATION from education 

  • Your purpose comes from your pain. Whatever you struggle with the most as a human... whenever you’ve felt the lowest… there are tons of people who currently are where you used to be. 

  • We are built to serve - serving and helping others this the same part of your brain as having food and having sex. We like giving more than we like receiving. Most people just don’t know how to serve. 

  • How do you serve other people?

    • WHO?

      • What’s your one word / one idea that is your CORE belief?

      • What’s your most important core value?

      • What’s the rock to stand on?

    • WHY?

      • Your purpose comes from your pain. Whatever you struggled the most with, that’s where your purpose comes from. 

    • HOW?

      • How I got out of it is TEACHABLE, so now go teach it to other people. 

      • The "how" will change many times. Don’t get tied to the mechanism. 

  • If you’re mission-driven, you keep finding ways to do it. 

  • Momentum is the thing that most people are missing. 

  • Believing that you’re here to have an impact is how you start to get momentum. 

  • To continue your journey you HAVE TO HELP OTHERS 

  • Your brand is an EMOTION. What is that one word? What is that emotion?

  • Homework: Find one person who is struggling with the thing that you’ve struggled with and offer to help. 

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Best Fiends is a 5-Star rated mobile puzzle game with over 100 million downloads. I’m not someone who is traditionally a mobile game person but I have to say I’m a HUGE fan of this game and it’s a great way to challenge yourself when you’re on the go, waiting in line, or doing some relaxing.

The games developers and team are constantly updating with new themes and levels so the game never gets old or less challenging. This really keeps you on your toes in a fun way as you need to utilize different characters and strategies in order to succeed. What may have gotten you to a certain point in most cases won’t get you to the next.

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The game is great, their team is great so go check it out now and start playing today, I’ll see you on the leaderboard! 

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Evan’s Website

  • Evan’s LinkedIn, Twitter, and Facebook

Media

  • Medium - “My Interview With YouTube Star Evan Carmichael” by Jas Takhar

  • The Techie Guy - “Stop reading the Top 10 Rules for Success by Evan Carmichael” by Liron Segev (loved this one!)

  • SalesPop! - “Developing Self-Awareness” by John Golden

  • ProductiveMag - “Interview with Evan Carmichael” by Michael Sliwinski

  • FreshGigs - “Don’t Fool Yourself with Evan Carmichael” by Emma Bullen

  • Observer - “The Four Limiting Beliefs Stopping You From Creating a Business and Life You Want” By Evan Carmichael

  • Forbes - “The One-Word Secret To Creating A Life That Matters” by Kevin Kruse

    • “The Big Why And The Little Why With Evan Carmichael” by Murray Newlands

  • Crunchbase Profile - Evan Carmichael

  • [Podcast] Underdog Empowerment - UE 205 – EVAN CARMICHAEL – BUILDING AN AUDIENCE OF OVER 2M

  • [Podcast] Don't Keep Your Day Job - 200th Must Listen To Episode! with Evan Carmichael

  • [Podcast] Monumental w/ Evan Holladay - ADDING MASSIVE VALUE TO CREATE 2 MILLION YOUTUBE SUBS WITH EVAN CARMICHAEL

  • [Podcast] EOFire - How Evan Carmichael Will Help 1 Billion Entrepreneurs and Change the World

Videos

  • Evan’s YouTube Channel

    • AMAZING - Flash Mob - Started by one little girl - Ode to Joy

    • The 5 LESSONS In Life People Learn TOO LATE

    • The #1 THING You MUST DO if You WANT SUCCESS! | Steve Jobs | Top 10 Rules

    • IF You GET THIS, Your LIFE Will CHANGE! | Simon Sinek | Top 10 Rules

    • "You Can Work HARDER Than That!" | Kobe Bryant (@kobebryant) | Top 10 Rules

  • MotivationGrid - Evan Carmichael - Believe in Yourself

  • Lewis Howes - Keys to Success with Evan Carmichael

  • Team Fearless - How Successful People Think - The 5 Key Traits - Evan Carmichael

  • Practical Psychology - Your One Word by Evan Carmichael - Successful Business Startup Tips

  • Peter Voogd - Peter Voogd Interviews Evan Carmichael on Dominating Youtube & Building a Thriving Business

Books

  • Built to Serve: Find Your Purpose and Become the Leader You Were Born to Be  by Evan Carmichael

  • Your One Word: The Powerful Secret to Creating a Business and Life That Matter  by Evan Carmichael

  • The Top 10 Rules for Success: Rules to Succeed in Business and Life from Titans, Billionaires, & Leaders who Changed the World  by Evan Carmichael

  • 254 Confidence: Your daily guide to building unstoppable confidence in your life, work, and relationships.  by Evan Carmichael

  • 3 Point Landing Journal: Your powerful companion to go from just watching another video to actually taking action in your life. by Evan Carmichael

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Hey, it’s Matt. I’m here in the studio with Austin and we’re excited to bring you another business episode of the Science of Success. We just launched season 2 of our business episodes. If you want to learn more about what these are and why we’re doing them, be sure to check out the season 2 teaser that we recently released.

With that, Austin, tell us a little bit about how these episodes are different than our traditional Science of Success episode.

[0:00:35.7] AF: Yeah. It's important to note that you're still going to get all the great content you've come to know and love from the Science of Success every Thursday. These are bonus episodes with added value, specifically centered around business. We've interviewed some true titans of business in multiple industries from multiple walks of life. What we're going to focus on are the habits, routines and mindsets that made them successful titans they are today.

That said, these are lessons, routines, stories, best practices that anyone can learn from and apply their life. You don't have to be a business owner. You can be an employee, you can be a student, or you can of course, be a business owner, but come check them out. You're going to come away with a ton of valuable takeaways. We do have a bit of a business focus on these specific business episodes in season 2.

[0:01:19.4] MB: With that, let's get into the episode.

[0:01:23.0] MB: Welcome to the Science of Success, the number one evidence-based growth podcast on the Internet with more than 5 million downloads and listeners in over a hundred countries.

In this episode, we share how to feel bold, powerful, confident and alive and get the motivation you need to finally take action and make your goals and dreams a reality, learn to believe in yourself with our guest, Evan Carmichael.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we shared how to face down your fears and we uncovered what happens when you do. We heard the incredible story of how our previous guest, Michelle Poler spent 100 days facing down her biggest fears and showed you what you could take away from her journey.

Now, for our interview with Evan.

[0:02:51.8] MB: At 19, Evan Carmichael built and then sold a biotech software company. At 22, he became a venture capitalist and now he runs a YouTube channel for entrepreneurs with over 2 million subscribers and 300 million views. Forbes has called him one of the world's top 40 social marketing talents and Inc. has called him one of the 100 great leadership speakers, as well as one of the 25 social media keynote speakers that you need to know.

Evan, welcome to the Science of Success.

[0:03:21.7] EC: Thanks a lot, Matt. Great to be here, man.

[0:03:23.9] MB: Well, we're really excited to have you on the show today. There's so many things I want to dig into. For starters, I was looking at one of your bios recently when we were doing some research for the show. I noticed that you said that the biggest problem that humans face is that we have so much untapped human potential. I thought that was so interesting, because our mission for the show for years has been to unleash human potential.

I really wanted to start the conversation with that, because in many ways, we are on this common journey together to try and help people become unstuck, to help them unleash all that potential that they have, but they're often not realizing.

[0:03:59.9] EC: Yeah. I think people just don't believe in themselves enough. I think everybody has what I call Michael Jordan level talent at something. You're the greatest in the world at something, but chances are it's not what your parents did, or what's currently happening in your community or the people around you, and so people fall into two camps; one, they don't believe that they're the greatest in the world at something, and so they continue on with their life and never chasing down anything big. Or two, they do believe in it, but they're too afraid to actually go chase it down.

Whatever you think the world's biggest problem might be, people listening; cancer, great. I think the woman who solves cancer right now is a manager at McDonald's, because she didn't believe in herself enough to chase it down.

[0:04:42.8] MB: I love that. Such a great example. Let's dig into both of those things. Why don't people believe in themselves?

[0:04:49.7] EC: I think one, we're surrounded by people who also don't believe in themselves. If you think about who your parents are and the people at your school and how you're grown up, are you around people who are living their purpose and absolutely believe in themselves? Probably not. Which is why successpodcast.com, right? It's like, why we're trying to change that. You're trying to change that. I'm trying to change that. We're trying to be a voice to say, “Hey, the people around you, even though they're not living their best life, you can go live yours too.”

One is just awareness that is possible, because most people don't think that it's possible. Just planting a seed can be really important. Then two, is having the courage to do something about it. The more that you can nurture that seed, if somebody's listened to your podcast and they're coming on and every week they're listening and downloading more episodes, if they listen to an episode every week for the next year, they're going to grow. It's impossible not to grow, from all the people that you're bringing on, and advice that you're sharing.

If you make Matt a part of your regular routine, you're going to start to think a little bit more like Matt and the guests that he has on his shows. Most people don't do that enough. If they think they have talent at something and they believe in themselves a little bit, it's in these start and stop moments. I can do something more, but then now I'm too afraid and I fall back. You have these moments of boldness and courageousness and greatness and then you fall back to your regular life, where the people who continue to succeed and continue to go off and do great things, they demand that excellence from them on a daily basis.

[0:06:21.3] MB: That's such a great point. One of the things that I've found really interesting about your work and everything that you do is the emphasis on taking action, right? Capturing those moments of boldness when the inspiration strikes, because the reality is even the people who are really successful, they have those moments too, where they have doubt, they have fear, they don't know what they should do next. They don't feel like doing anything. Sometimes they feel like everything's falling apart, but they take action despite all that stuff.

[0:06:51.6] EC: Yeah. I think fear is fantastic. I think if there's nothing in your calendar that makes you afraid, you hate your life. It means you're just photocopying the same day over and over and over again. That's unfortunately most of America. We wake up and just photocopy their life over and over and over again, you know you can build more, but you're not doing enough to actually do something.

I've tried to train myself that scary, difficult, hard, afraid. If I hear myself saying that, then I have to do it, just because and teaching yourself to go from idea to action and tying yourself worth to the effort that you're putting in, as opposed to did you get results the first time out. When you can make that shift, because most of us tie our self-worth to the results, did I get X number of downloads on my episode? Did I get X number of likes, or comments, or revenue, or whatever you're chasing down?

When you don't do it, you feel like a failure. If you only chase down results and you're going to do the things that you know you're going to get a result at, therefore you place them all for life. If you tie your self-worth to the effort that you're putting in every single day, you'll end up failing a whole bunch, but accomplishing way, way, way, way, way more than the people around you.

[0:07:56.9] MB: Another piece of that too that you just touched on that's really important is if you want to take big swings, if you want to see big results, you almost glossed over this part that you're going to fail a whole bunch in that process and you have to be able and willing to fail.

[0:08:12.4] EC: Yeah. It's tying it again back to I was willing to try. People are out there making fun of people who are failing. I'm willing to try. I'm willing to go off and do it. I pat myself on the back for trying. If I'm coming on this podcast and I'm afraid and I'm nervous to be on this podcast, one, I'll tell myself, “This is going to be the greatest podcast in my life. This podcast is going to be the thing that blows up my career and takes it to the next step. If I don't do it, I'm going to regret it forever,” right?

Overcome the fear by creating a greater fear of future regret. Then two, even if I come on the podcast and I just blank out the whole time and I bring no value and I vomit on my microphone, it's the total disaster of an interview, I'm still going back, patting myself on the shoulder saying, “I'm so glad that I tried.” Because if you woke up every day and put out your max effort, you're proud of you, not what people are saying about you – it's an inside game. Are you proud of what you did today, the effort you put out? Because if every day you woke up and you were proud of your effort, even though it means failing a lot, are you proud of the effort in the failures? Because you're going to end up doing such amazing things. Most people aren't proud of themselves, because they don't believe in themselves.

[0:09:29.6] AF: What’s going on, everyone? This episode in the Science of Success is brought to you our incredible sponsor, Best Fiends. That's Best F-I-E-N-D-S. Just like friends, but without the R. I am absolutely in love with this game. If you're looking for a fun way to pass the time while engaging your brain and enjoying some truly breathtaking visuals in a gripping story, Best Fiends is perfect for you.

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[0:10:56.8] MB: You touched on this and many of the things we've already talked about, tie into this, but I want to come back to this idea of how we can start believing in ourselves more. Tell me how to do that.

[0:11:08.8] EC: One, the environment makes a giant difference. It starts with eliminating the negativity in your life. Who are the people that are bringing you down, that make you feel low-energy, that tell you that you can't do certain things? Sometimes, you just have to let go of them. Just because you are friends with somebody in high school or elementary school doesn't mean that you should still be friends with them now.

A lot of us are in a relationships out of convenience, as opposed to developing a life for ourselves. We're just afraid of making new friends and trying to get new circles. Those negative people maybe your parents. In that case, you may not want to get rid of your parents, although some people do that, but just limit access to topics, set up boundaries. We don't talk about certain things. I'm not talking about this with you. You stick to the topics that you know you can knock it into fights and arguments about.

Once you eliminate the negativity, now you have a void and people are afraid of the void. We'd rather stick with friends who bring us down, because at least we have friends. We don't want to be lonely and have nobody. You need to fill that void with positivity, like listening to this podcast, like watching my YouTube channel, like going to events and trying to meet new people. Filling it with positivity and then making that consistent.

It's great that maybe you listen to this one episode and you're fired up and crushing it, tomorrow you're going to fall back. What are you going to do tomorrow to stay on top of your game? Most people just aren't consistent enough. When you find a thing that makes you feel bold, you've had moments. Everybody listening has had moments, where you felt bold, powerful, confident, alive. What led to that? Then finding a way to put that as a part of your daily routine, so you start your day with it.

Nobody wakes up. Matt doesn't do it. Austin doesn't do it. I don't do it. We wake up it’s like, “Yes! Today is going to be amazing!” Right? That's not how people wake up. The difference is people have a routine that sets them up for success, because you've reverse engineered what is the thing that makes you feel bold, powerful, confident, alive and you demand excellence on a daily basis.

[0:13:08.3] MB: Such a piece of advice and tying that back into figuring out in your own life, what makes you feel bold and powerful and confident and then tying that back into your routines on a daily basis. One of the things and I'm curious if you've thought about this that was really a – it's weird, because I've been doing this podcast, been into personal development for years and years and years and I made the shift 6 to 8 months ago, of thinking about personal development content less from a form of education, because I feel like a lot of the stuff is pretty simple at the end of the day; take action in the face of fear, get comfortable with discomfort, all that stuff.

It's not thinking about personal development content in the sense of educating yourself, but really switching the context and being like, I could listen to the same thing 10 times as long as it's motivational. Really using it as fuel and that I listen to a certain piece of content, or a certain podcast, or YouTube, or whatever and then that fuels me to be like, “All right, now I'm ready to go crush it, because I'm fueled up.” Baking that into your life, that was a really big revelation for me personally.

[0:14:04.8] EC: Yeah. If I could add a layer on to that, I would say baking in service to feel like you're here not because of listening to Matt do an interview, but you're here to serve, you're here to try to help other people. This is something that can help get people unstuck is understanding that your purpose comes from your pain. That whatever you struggled with the most as a human, where you felt the lowest self-esteem, self-worth, understand that there are tons of people who currently are what you used to be and they need help. They could see you as hope, as inspiration that it's possible, that even though you're not done growing, you're still on your path. Every time you take a step up, you can reach back and pull somebody up to the level that you're at.

If you can default the thinking about service, so that today – I mean, you're sitting there in your studio recording. I'm here in Toronto recording here. We're just by ourselves, but there's an audience of people listening. If you felt like every day the work you were doing was meaningful to somebody, made a difference, was having an impact on their life, that gives you courage and confidence and the willingness to step forward, even though you're afraid.

[0:15:16.4] MB: Let's touch on that a little bit more. I know you've got a new book coming out, Built to Serve, that really talks about how we can find our purpose. I get probably one of the most frequent questions I get from listeners of the podcast are all around that same topic of hey, I don't know what to do with my life. I'm not sure what to do next. I'm confused. I'm distraught. I don't know where I should be going from here. How do you think about and what would you say to people who really need help?

Because I think everybody is bought in on this idea, yes, you should find your purpose, but how do you actually from a really concrete perspective start to actually do that and really not only discover it, but then live it?

[0:15:56.9] EC: Yeah. I mean, I wish everybody had bought in under the idea that you have a purpose. This audience for sure, you're not listening to Matt without having bought in on that, but I think most of America hasn't bought in on that yet, so I'm trying to change that narrative. If you have, understand that the book is called Built to Serve, because humans are built to serve. Serving others, helping others hits the same part in your brain that did functional MRIs on people's brains and serving others hits the same part of your brain as having food and having sex, which are also both pretty important as humans.

We like giving more than we like receiving. Most people just don't know how to serve. I found that there's two types. One is the group that likes to serve the world. You and I want to have a big message. We want to impact the world. We want to touch millions and billions of lives. Chances are your audience is mostly in that camp as well. That's the entrepreneurial, big ambitious people. The other group though are the people who don't have a big mission, but they want to serve the 25 closest people to them, people like my wife. No giant mission, but love, staying in touch with people from elementary school and still helping them and showing them love.

If you're not happy, it's because you're not serving, either the world or the 25 closest people to you, whether it's 20 or 25 or 30, just that inner circle. Now how do you serve? Well, concrete steps. It starts with one, figuring out – I go through a process, that’s who, why, how. Who, your one most important core value. If you had to guess, Matt, what's your most important core value as a human?

[0:17:25.7] MB: Wow, that's a good question. Honestly, I know your whole big focus on the one word. I don't know that I have a good answer for it. Let's say my one core value would be unleashing human potential based on what we're here on the show.

[0:17:38.0] EC: Awesome. Just take potential as an example. Anybody who now you're going to bring onboard your company, has to believe in potential. You could have the greatest producer, the greatest editor, the greatest website developer, but if they just have the skillset but they don't have that same belief system as you, you're just not going to get along. That's great. That's fantastic to know, like that should be part of the process. You want to be around people. You're bringing on guests who believe on unleashing potential. You're bringing on a team that believes in unleashing potential. You want to have friends, relationships who believe in unleashing potential, right?

Even just having that awareness is more than 99% of America. If you feel like you're constantly pulled in a lot of different directions, it's because other people have an agenda for your time and you don't know what to say yes or no to, because you don't have the rock to stand on, right? Your most important core value, your who is the rock to stand on. If it's going to help unleash potential in the world, Matt's in. If it's not, he doesn't care. Having that boundary makes it a lot easier to make decisions. That's the who.

The next is the why. Why is personal development so important to you? You've been doing this for a while. This isn't your first episode here and what you're doing even before the podcast, why personal development? Who cares? How did it save you?

[0:18:56.1] MB: I mean, I think for me, I was lost, I was struggling. I didn't know where to turn and I just picked up a couple random personal development books and over the course of 10 or 15 years, radically transformed my emotions, my life, my health, my happiness, everything.

[0:19:11.1] EC: What was the worst moment inside that being lost for you?

[0:19:14.6] MB: Dealing with a bunch of anxiety and depression and fear and not knowing what to do, or where to turn.

[0:19:21.0] EC: That's the thing, right? How long ago was that? 10 years ago? Seven years ago?

[0:19:25.6] MB: Yeah, something like that.

[0:19:26.8] EC: That's going to fill you up for life. You're going to be 95-years-old and somebody who's even around the same age going to come back, who's in their 20s, feels lost, has anxiety, has depression, feel like there's no hope, they're going to talk to you. You're going to in a conversation, shift the perspective, you're going to see their eyes light up and now there's hope, you're still going to get a high off of that when you're 95-years-old.

Your purpose comes from your pain. Whatever you struggle the most with, you want to help other people through. Everybody's been through some pain. Everybody's had these moments. Now you've built this amazing community up and you've got your podcast and everything else that you're doing, awesome. In 10 years, maybe it's on a podcast. Maybe Matt's beaming into your living room with holograms and virtual reality, but the purpose doesn't change. That's going to fill him up for life.

It's the same for everybody listening. You can follow the process. Whatever you struggle the most with – There are lots of people who were like Matt who don't get out. They are like Matt and they never get out. That depression and anxiety leads to a lifetime of regret, hatred, maybe suicide and just that one interaction with Matt could be the flip that ignites the switch for them to go off and make a change in their life.

Having that clarity about both those two, like the who and the why, the unleashing potential and helping people who are lost and have anxiety and depression will never get old for the rest of your life. I want to help people get that clarity.

[0:20:59.6] MB: Yeah, that's such a great piece of advice. It's funny. I mean, without getting into it, I can just see in my behavior and the way I react or interact with certain people that there's absolutely things that fit into that mold that I'll just spend countless amount of time or energy on, even one fan or one listener, whatever, if they have an issue, I'll spend as much time as possible to help them with it. Then I’ll be like, “Oh, my God. What was I just doing?” But it makes total sense. The third piece of that, you said was how. Tell me how the how it plays into that, or is that where you're talking about the podcast is the how now, but it may change?

[0:21:30.9] EC: Yeah. How you got out of it is not just some random thing that happened just to Matt. How you got out of it is teachable. You got out of it by studying success, by reading certain books. Well, it's no surprise that if you go to successpodcast.com, there's a link at the top that says Bookshelf, right? How you got out of it is teachable. You've got your books, you've got your podcast, you've got all the advice that you're giving. A lot of people think, “Well, I was just a fluke how I did it.” It’s like, no. That's something that you can now show other people the process, so that they can get out of it as well.

On your journey, you've learned so much, you've developed so many skills. Helping somebody launch a podcast, for example, will be fun for you. You have a lot of knowledge and domain expertise and you can really help somebody launching a podcast. If somebody comes up and they're facing anxiety and depression and they feel lost and you can spend 15 minutes to talk to them and you see the eyes light up, that's going to fill you up so much more than just helping somebody launch their podcast.

We're built to serve. We love helping other people. But there's a big difference between just holding the door open for somebody, or helping them with their podcast, or buying the coffee for the person behind you in line to these little moments, versus actually deep down, seeing that person's life change, because they're going through the thing you went through and you just inspired them.

[0:22:48.9] MB: That's such a great way of framing it. I've always thought that podcasting is the medium that I fell into and happened to be doing, but it was always the vehicle and not the end game. I didn't approach it from the perspective of, “Oh, hey. I really want to start a podcast. By the way, it's going to be about this.” I was super into this stuff and then someone was like, “Hey, we should start a podcast and talk about it.”

[0:23:10.1] EC: Yeah. If you're mission-driven, you're going to want to unleash potential for the rest of your life. There's no way you're 75-years-old and you're like, “You know what? I'm done with unleashing potential. I'm just going to sit on my rocking chair for the next 20 years.” That's not going to happen. There's no way. That's not going to be Matt. That's not going to happen.

Not being tied to the mechanism, right? The how is going to change many times between now and when you reach 95-years-old, and so being able to adjust because all you care about is unleashing potential and helping people through anxiety and depression and people who feel lost. In 2020, a podcast is a fantastic way to do it and then 2030 is going to be something else.

[0:23:51.6] MB: This episode of the Science of Success is brought to you once again, by our incredible sponsors at Brilliant. Go to www.brilliant.org/scienceofsuccess to learn more. For a limited time, the first 200 of our listeners to sign up get 20% off an annual premium subscription. Brilliant is a math and science learning platform and their mission is to inspire and develop people to achieve their goals in STEM learning. I love it.

The courses Brilliant offer explore the laws that shape our world and elevate math and science from something to be feared, to a delightful experience. What I love about Brilliant is that they make all this learning so fun and interactive, with puzzles that feel like games, but have tremendous teaching and value with them. Brilliant offers a wide range of content, like interactive courses on topics from mathematics, to quantitative finance, scientific thinking, all the way to programming.

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Go check them out today. Brilliant is giving away 20% off their premium annual subscription to our first 200 listeners to go to www.brilliant.org/scienceofsuccess. Go today get started. Again, that's www.brilliant.org/scienceofsuccess.

[0:25:19.4] MB: The other beauty of this system that you put together in really a lot of your content and your work is taking these principles and making it extremely simple and actionable, right? If you have one word as a core belief that sometimes you think, “Oh, I got to figure out what are my values, my beliefs and put together this half-day seminar and workshop and do all this stuff.” There's a real beauty in making it super simple to really crystallize it.

[0:25:41.9] EC: Yeah. I mean, in the book goes through the process of figuring out what your who is, your one word, whether yours is potential or something else, it's not going to be the opposite of potential. You're not that far off picking something like potential. I think momentum is just the thing that most people are missing. Finding your purpose doesn't have to be some crazy 18-year journey with meditation and journaling. You can figure it out right now and start making momentum immediately happen. The biggest thing missing for most people is just lack of momentum.

[0:26:13.2] MB: Your contention is that finding your purpose helps you start to build that momentum.

[0:26:18.7] EC: Believing that you are here to have an impact. You already know it. Everybody knows the love that they feel when they've helped somebody out, but believing that you could have a bigger impact and help people who are like you, you may not believe that you can save the world yet. There's a lot of people who may not feel like, “I can go and have this life-changing mission.” You know there's a lot of people who also have what you have. If Matt was just getting started and just got through the early stages of now he's not in the depths of depression, and just seeing you help one other person will light that spark.

If you look at AA, Alcoholics Anonymous, they have their 12-step program. One of the 12 steps is you have to be a sponsor for somebody else. The change doesn't stick, unless you're serving and helping other people who are behind you. For you to continue your journey, me to continue my journey, we have to give back and help. When you figure out what that thing is that you struggled with and then you see yourself helping somebody else, that gives you energy, that gives you momentum, that gives you hope, that helps you believe that you can continue and do more.

[0:27:25.7] MB: That's a great piece of advice. The whole idea of having to help somebody else in the journey the AA example is great. I mean, even if you look at things like the way they do, training and med schools and that stuff, it's all about teaching other people and helping other people is a great way to really internalize that learning, internalize those things. That's a really powerful piece of advice.

[0:27:48.8] EC: Yeah. It's not that hard to find a lot of people who are struggling with what you struggle with. If you're helping people with anxiety and depression, okay, how many people in America have anxiety and depression and feel lost? A giant crap ton of people. How you then end up going through it, so for you it was learning from successful people in books and that started giving you the spark.

For somebody else, maybe it was going to the gym and working out. For somebody else, maybe it was picking up soccer, or learning how to play the piano. It could be any number of things. If it was learning soccer, that's the thing that got you more confidence and got you having friends and changing your life, then you could go and become a soccer coach and start a soccer business, where you're not just teaching people how to dribble, you're teaching people how to change their life and have more confidence. It's having a purpose-driven business, purpose-driven life, because you are built to serve and how you got out of it is teachable to other people.

[0:28:46.6] MB: Such a great piece of advice. I love the soccer analogy, because you can just see it and feel it that some – I can envision the soccer coach teaching kids and instilling all these wisdom and values and everything and it's not about the soccer. It could be karate, it could be art, it could be anything. It's really about helping people build confidence and passing on what you've learned and helping other people on the journey.

[0:29:07.2] EC: Your brand is an emotion. The emotion should be your who, your one word. Anything that Matt touches has to be through unleashing potential. Even if Matt launches a course on how to start a podcast, something super practical, tangible, he's got experience, he knows what he's doing, it's all going to be wrapped in to unleashing your potential. You have insane potential, you have a message. I'm going to help unlock that. Here's a tool to use, it's called the podcast, right?

Same thing for any business. I own the largest salsa dancing school in Canada, maybe North America, and it's about belonging. It’s about giving people a place to come to where they can belong. The guy who I brought in to run it, that's his most important core value, because he never felt like he had anywhere to go where he could belong.

Yes, you're going to learn steps, you're going to come out of the classes learning how to dance salsa, but we're not really teaching salsa. We're teaching you how to belong and gain confidence and feel better about yourself.

[0:30:04.3] MB: Amazing. Evan, what would one action step be that you would give for listeners to start concretely taking action on the things we've learned about today?

[0:30:15.1] EC: I would try to find one person who is struggling with the thing that you struggled with and offer to help. Maybe you know somebody already, maybe you just post to Facebook and you tell your story. Say, “Guys, I've never talked about this, but for the past 20 years, I actually struggled with depression and boom, boom, boom, boom, boom,” and you tell your story and see what comes back and then hop on a call, or go for a coffee with somebody who is currently struggling with that and just feel your heart light up. For some people listening, that may be the first time ever that you felt your heart light up so much, go find somebody who is struggling with the thing you struggled with and help them.

[0:30:53.6] MB: Great piece of advice. Evan, where can listeners find you and all of your content and all of your work online?

[0:30:59.7] EC: If you want the book, just go to Amazon. Easy to spot. Otherwise, Evan Carmichael on any social media platform and I'm there.

[0:31:07.6] MB: Well Evan, thank you so much for coming on the show, for sharing all this wisdom. We packed a lot into a 30-minute interview. It's so many great pieces of advice and tactics and strategies for the listeners.

[0:31:18.4] EC: Appreciate you, man. Great questions and I'm pumped to see you continue to expand your journey as well. Thank you for having me on. It's been an honor.

[0:31:25.9] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

I'm going to give you three reasons why you should sign up for our e-mail list today by going to successpodcast.com, signing up right on the homepage. There are some incredible stuff that’s only available to those on the e-mail list, so be sure to sign up, including an exclusive curated weekly e-mail from us called Mindset Monday, which is short, simple, filled with articles, stories, things that we found interesting and fascinating in the world of evidence-based growth in the last week.

 

Next, you're going to get an exclusive chance to shape the show, including voting on guests, submitting your own personal questions that we’ll ask guests on air and much more. Lastly, you’re going to get a free guide we created based on listener demand, our most popular guide, which is called how to organize and remember everything. You can get it completely for free along with another surprise bonus guide by signing up and joining the e-mail list today. Again, you can do that at successpodcast.com, sign up right at the homepage, or if you're on the go, just text the word SMARTER, S-M-A-R-T-E-R to the number 44-222. 

Remember, the greatest compliment you can give us is a referral to a friend either live or online. If you enjoyed this episode, please leave us an awesome review and subscribe on iTunes because that helps boost the algorithm, that helps us move up the iTunes rankings and helps more people discover the Science of Success. 

Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

May 19, 2020 /Lace Gilger
Career Development
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Concrete Steps to Face Your Fears with Michelle Poler

May 14, 2020 by Lace Gilger in Emotional Intelligence, High Performance

In this episode we share how to face down your fears and we uncover what happens when you do. We hear the incredible story of how our guest, Michelle Poler, spent 100 days facing down her biggest fears and show what you can learn from her journey. 

Michelle Poler is a social entrepreneur, keynote speaker, and branding strategist. She is the Founder of Hello Fears, a social movement that helps people step outside of the comfort zone and tap into their full potential. She has spoken at TEDx, Google, P&G, Netflix, and many more. Her work has been featured on CBS, CNN, Huffington Post, among many other publications. 

  • Living a normal life and going through the motions.. what happens if you wake up and realize that’s all BS?

  • What was it like facing your fears?

  • The seven major universal categories of fear.

  • How do you determine which of your biggest fears is the most pernicious?

  • It’s not about doing crazy stuff, it’s about facing the daily fears and little things every single day - the battle takes place in your day to day life, not in some theoretical future.

  • What is it like to really face your fears?

  • Your fears are never as bad as you think they will be when you face them head on. 

  • You’re holding yourself back from so many experiences because you’re creating a worst case scenario in your head.

  • You’re more likely to experience the best case scenario than the worst case scenario. 

  • Fear at the end of the day is in your head. 

  • The battle takes place beforehand.. not during the actual fear inducing experience. 

  • How do you actually face your fears?

  • What are the steps to facing your fears?

    • Identify your fears

    • Then you go into denial and ignoring your fear

    • Planning

    • The “WTF Am I Doing?” Stage

    • Action

    • Celebration

  • What is it that makes someone go from the WTF stage to the action stage?

  • Don’t ask what’s the WORST that can happen, ask yourself WHATS THE BEST that can happen. 

  • Risk is ALWAYS there.. that’s part of existence. 

  • The behavioral activation system is rigged by REWARDS, not risk. 

  • Your life can be so much better if you have the courage to face your fears. 

  • If you don’t take action you will NEVER achieve what you want the most. 

  • The enemy of success is comfort, not failure. 

  • The only time you fail, is the time you fail to try. The reason you don’t try is because you’re too comfortable.

  • What are the best tools for facing fear during the hardest part of the journey?

  • Don’t worry about being perfect 

  • As a parent how can you stop generational fear from being passed down to your kids?

  • It’s not about not facing your fears.. and it’s not about pretending you’re fearless. You have to face your fears, as a human, with self compassion, and realize that you aren’t perfect. Acknowledge your fears and face them together. 

  • Tell your children that you’re scared, and then show them how you face that fear. 

  • Homework: Find an accountability partner to help you face your fears. 

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This week's episode of The Science of Success is brought to you by Best Fiends.

Best Fiends is a 5-Star rated mobile puzzle game with over 100 million downloads. I’m not someone who is traditionally a mobile game person but I have to say I’m a HUGE fan of this game and it’s a great way to challenge yourself when you’re on the go, waiting in line, or doing some relaxing.

The games developers and team are constantly updating with new themes and levels so the game never gets old or less challenging. This really keeps you on your toes in a fun way as you need to utilize different characters and strategies in order to succeed. What may have gotten you to a certain point in most cases won’t get you to the next.

You’re constantly engaging your brain with fun puzzles and collecting tons of unique characters. Trust me, with over 100 millions downloads this 5-star rated mobile puzzle game is a must play. So check it out go to the Apple app store or Google Play store on your phone and download best fiends today and start playing.

The game is great, their team is great so go check it out now and start playing today, I’ll see you on the leaderboard! 

Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Michelle’s Website

  • Michelle’s LinkedIn and Twitter

  • Hello Fears Website, Facebook, and Instagram

  • 100 Days Without Fear Site

Media

  • Forbes - “How This Latina Turned 100 Days Of Facing Her Fears Into A New Career” by Vivian Nunez

  • PSA Financial - “What’s the Best That Could Happen? Michelle Poler on How to Live Life Without Fear” by Justin Hoffman

  • “This is what YouTube star Michelle Poler learned after 100 days of facing her fears” By Interaksyon Staff

  • Article Directory on HuffPost

  • Crunchbase Profile - Michelle Poler

  • Deadline - “Fox Buys Drama ‘100 Days Without Fear’ From Akiva Goldsman Based On Michelle Poler Blog” By Denise Petski

  • Fierce - “Meet Michelle Poler, The Venezolana Inspiring Women To Face Their Fears” by Raquel Reichard

  • Bustle - “5 Lessons We Can Learn From Michelle Poler's Completed "100 Days Without Fear" Challenge By Emma Cueto (2015)

  • [Podcast] The Rise Podcast w/ Rachel Hollis - Ep 120: How to Face Your Fears (with Michelle Poler)

  • [Podcast] Amy Jo Martin - EPISODE 60: MICHELLE POLER

  • [Podcast] Dream Big - DB 159: Michelle Poler On Facing Her 100 Greatest Fears & Why You Should Too!

Videos

  • HelloFears YouTube Channel

    • Quitting my job - Day 59

  • Michelle Poler YouTube Channel

  • TEDx Talks - 100 days without fear | Michelle Poler | TEDxHouston

  • Now I've Seen Everything - The "100 Days Without Fear" Challenge From Michelle Poler Is Awesome

  • Kimberly Rich - Michelle Poler: 100 Days Without Fear

  • CreativeMornings HQ - Michelle Poler: 100 Days Without Fear

  • Today Show - This woman challenged herself to spend 100 days facing her fears

  • Glamour - One Woman Faces Her Fear of Aging Head-On | 100 Days Without Fear

Books

  • Hello, Fears: Crush Your Comfort Zone and Become Who You're Meant to Be by Michelle Poler (Released on May 5th)

  • Hello Fears Book Site

Misc

  • Journal Article - The Neuropsychology of Anxiety: An enquiry into the function of the septo-hippocampal system by Jeffrey A. Gray and Neil McNaughton

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we share how to face down your fears and we uncover what happens when you do. We hear the incredible story of how our guest, Michelle Poler, spent a 100 days facing down her biggest fears and we show you what you can learn from her journey.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How to Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we shared how you can be more confident when you make the tough decisions in your life, discuss how to deal with FOMO and showed you the key to ultimately achieving greatness with our previous guest, Patrick McGinnis.

Now for our interview with Michele.

[0:01:34.6] MB: Michelle Poler is a social entrepreneur, keynote speaker and branding strategist. She's the founder of Hello Fears, a social movement that helps people step outside of their comfort zone and tap into their full potential. She's spoken at TEDx, Google, P&G, Netflix and many more places. Her work has been featured on CBS, CNN, The Huffington Post and many other publications.

Michelle, welcome to the Science of Success.

[0:02:00.5] MP: Hi. Thank you for having me.

[0:02:02.5] MB: Well, we're super excited to have you on the show today. Austin is joining us as well. Austin, what's up?

[0:02:07.8] AF: Yeah, what's up guys? It's good to be a part of the conversation. Michelle, we really, really appreciate the time, really looking forward to digging in with you.

[0:02:13.5] MP:  I'm excited too.

[0:02:15.9] MB: Michelle, we are huge fans of your experience, your work. It's such an important topic. I just have this personal affinity and I think Austin probably the same way, for any discomfort challenge. That is just my favorite thing. Before we get into some of the specifics, I'd love to just step back and hear your story of the journey of how we got here and what your 100-day challenge was like and how it originated.

[0:02:42.9] MP: Okay. That's a big question. I'm originally from Caracas, Venezuela. If you're sensing or hearing an accent, that's why. I was born and raised there. I moved to the US for my college. When I was actually 19, I moved here and I started living a very normal life, where I was checking the saddest boxes, the things that promised ultimate happiness.

Along the way, what I realized as I was checking those boxes and by boxes, I mean, going to college, then finding a job, getting married. I was doing all of those. In the process, what I realized is that I was achieving comfort, not necessarily happiness. Not that I was not happy. I was not sad or anything. It was just not giving me the fulfillment that I was looking for.

Early in my life, because I even got married early at 23, and so I started having a lot of comfort around me. I had a really nice job in advertising. I had a nice apartment, two-bedroom, two-bathroom, husband of my dreams, everything around me was working out pretty nicely. But still, I was like, something's missing because this cannot be all. I'm only 23 and what's next? To have kids, to buy a home and then have grandkids and die? Is that it?

I definitely want more out of my life. I'm way too young to be living with such comfort around me. That's when I realized that my biggest dream has always been to live in New York. I was not fulfilling that dream, because I chose to get married and to settle. At 23 I said, “You know what? I need to fulfill this dream. I need more goals in my life, more challenges, actually.” I decided to move to New York to do a master's in branding at the School of Visual Arts. That's when my story started to change.

I moved to New York to fulfill my dream and I was not really fulfilling my dream, because I was living inside of my comfort zone. Even in the best city in the world, even as I was living my best life, I was still trying to stay very comfortable, because I was too afraid in general. I was afraid to feel fear. I learned that term called phobophobia, where you try to avoid facing your fears. That's how I lived for the first 25 years of my life. Then when I was doing my masters in branding, I had the opportunity to do a 100-day project.

We were challenged. All of us at the school, we were challenged to start a 100-day project of our choice. We had to choose one thing to do repeatedly for 100 days in a row. At that moment, I knew it was the perfect opportunity for me to go after my fears, become a braver person and changed my life. I decided to start tackling one fear a day, record myself and put all of those videos on YouTube.

[0:05:58.0] MB: There's so many fascinating things that you went through. Some of them are at least and watching them, I'm sure it was difficult to go through it, but some of them are almost hilarious to watch and look at. I'd love to hear a couple of the highlights from the 100-day challenge and some of the lessons that you learned from it as well.

[0:06:13.0] MP: Yeah, sure. I started facing smaller fears. For me, they were huge. If I tell you now you're like, “Seriously? That's not even a fear for so many people.” For example, my fear number two was to try an oyster and a snail, not only an oyster. Something that I've never tried before in my life. I was very disgusted by it. I gave it a chance. I did that. I have to tell you something interesting is that this happened, the oyster challenge happened exactly five years ago today. The 7th of April. That was the second day of my project five years ago. Now I'm doing this challenge five years later, re-watching all of my videos and publishing those on my Instagram just for fun. That's the way to commemorate this project. Okay, that was just a side note.

Then I did getting a Brazilian wax, or holding a cat for the first time in my life. All these things can sound small for a lot of people, but for me those were things that I was avoiding throughout my life and they limit my life in different ways, like driving at night and things like that. Well, around fear number 40, my project went viral. It was all over the news all over the world. At that point, I decided to challenge myself to face bigger fears. That's when I started tackling things, like skydiving, holding a tarantula, posing nude in front of a drawing class, speaking in a TEDx, what else? Quitting my job in advertising.

I definitely started tackling bigger things at that point, because I wanted to prove myself that I could actually go bigger than I thought, which these were things that I never considered before starting the project. Then by the end, this whole project turned into a movement. I had thousands of people following. I went from zero followers to thousands of followers, millions of views on YouTube and just transforming what was an experience and what started as a school project into a lifestyle and a career.

[0:08:23.2] MB: One of my favorites was the challenge of walking around New York City in a bikini. I thought that was so funny. I loved personally doing ridiculous rejection challenges and stuff like that. Tell me a little bit about that experience.

[0:08:36.0] MP: Well, you know what? New York City is a great place to face your fears and find your authenticity, because nobody cares. You can be doing the silliest things and people just look around and they think that you're part of the whole experience. Tourists may take a picture of you like, huh. That time when I went to New York and this girl was walking in a bikini in the middle of spring, where people are still wearing jackets and sweaters, and locals don't even care. They don't even look.

I don't know if you saw this one, but I spent a full day asking for money in the street. People would not even look at me. I thought I would feel weird asking for money. They wouldn't even see me. Every crazy challenge, go to New York, nobody will care and then you'll be able to experience that. That was funny, because I was walking in my bikini and I was really surprised that nobody would even pay attention. It was a great way to do some shock therapy for sure.

[0:09:38.4] MB: It reminds me, Austin, of the time that we've had a couple rejection adventures of our own as well.

[0:09:44.4] AF: Yeah. It's funny. We should have filmed those. Michelle I mean, obviously, you took this to a whole another level. Matt and I, one time we're traveling for a speaking gig and we had a whole evening to kill at the Mall of America. We took it upon ourselves to just go out and try to get rejected as many times as possible. One of the greatest takeaways too, I mean, there's a lot of things, like you mentioned, you thought everyone would stop and stare at you, but they didn't. People go about their lives and I think the expectation for us was pretty similar. They're like, it's terrifying. We're like, “Oh, my God. You do it. You do it. No, come on, man. Come on. You do it. You do it.”

Then we went out and did it. It devolves very quickly, but at the same time it's very fun, it's very challenging and it forces you to step off. Matt, I don't want to take the story, but I know we got some free loot out of that whole endeavor.

[0:10:27.8] MP: That’s so funny.

[0:10:29.9] AF: Let's see. I'm trying to remember all of them. We went to a bakery that was closing down. Matt, it was you. You asked them if we could have a free slice of cookie cake and the lady was like, “No.” I remember it, because it was great. You’re like, “Well, what's going to happen to this cookie cake if you don't give it to me?” She was like, “I'm going to throw it in the trash.” “Well, why don't you just do us a little favor here and make our day, as opposed to throw in the trash?” She looked around and was checking her shoulder, half-serious, checking to see if anybody was around and slid over the cookie cake. It was like, “Score.”

The smallest little thing, but we ran out of there like kids. Like, “Oh, my God. Oh, my God. Oh, my God. What else can we do?” It's like jumping into a cold pool of water. Once you're in there you're like, “All right, this is a little more comfortable. What else can we get?”

[0:11:11.8] MP: Right, right.

[0:11:13.3] AF: I have a quick question here. I listened to your story here and you talk about how you did all these things and then you still didn't feel you'd pushed yourself. One of the things you've talked about that I thought really hit on with me was looking back at the challenge, you realize you're not really afraid of speaking in public, or walking around in a bikini. There's bigger fears, right? Ultimately, you're really confront five or six fears, not a 100 different ones. How did you come to that realization? How far were you when you realized, “I'm not afraid of X, Y, Z. It's really the larger fears.” How did that change the way that you approached taking on these fears when they became these big things, not just small little acts?

[0:11:57.0] MP: Yeah. When I was facing these fears, I started to see patterns in the way that I felt in the different fears. For example, when I got Brazilian wax, it was a similar experience to when I got a piercing. The fear is not the Brazilian or the piercing, it’s pain. That's one fear, one umbrella that includes so many fears that are related to pain. I started to see these patterns later on.

What I did is I put all of my fears that I was facing on post-it notes and I started to put them together. I was like, this fear and this fear felt similar and this one and this one felt similar. I started creating this clouds of post-its and then I was able to identify seven clear ones that I was like, “This definitely fits here and this definitely fits here.” I ended up discovering that I didn't have 100 fears like I thought, or a 1,000 fears like I actually thought. I only had seven fears, which were pain, danger, embarrassment, rejection, loneliness, lack of control and disgust.

[0:13:06.9] AF: That's so interesting and I can only imagine when the light bulb went off, taking this thing that seems like a 100 and condensing it down to seven different things. How did that change the way that you approached each new task now that you knew what the root cause was of your fear?

[0:13:21.6] MP: Well, one interesting thing that came out of this is that I was able to understand which ones of the seven fears were easier for me and which ones were harder. Then I started to compare them with other people. I started asking people around, would you rather do this or this? Then for example, if I say would you rather crash a wedding or travel by yourself for a whole weekend? In my case, I would rather crash a wedding a thousand times before traveling by myself, because loneliness is one of my biggest fears.

Then some people would say, I would never in my life crash a wedding and I would love to be by myself. This is an interesting exercise that I included in my book that I asked people to rank the level of fear of these seven categories. For me loneliness like I was saying is at the top. Pain is at the top. I really try to avoid pain at all costs, and lack of control. I think those are the main ones.

For example, embarrassment and rejection, I tend to deal with those better, definitely. I did this challenge of dancing in the middle of Times Square, like no one's watching. It was not as bad. It was a little bit intimidating at the beginning, but I had so much fun. Then some people watched that video and they're like, “I could never do something like that,” but they don't care about getting piercings, or tattoos, or things that are is so hurtful that I would never consider them.

[0:14:48.4] AF: It's so interesting to me too, thinking about how you were 23, you moved to New York to take on this ambitious program and then you still felt you weren't pushing yourself into fear enough. Then to hear you say you were afraid of holding a cat, in my head I'm like, “Wow, at the age of 23, you moved to New York. I mean, that's huge, right?” People are so intimidated just into moving anywhere that's far away from home, or far away from school and away from friends. Then you decided, I really haven't even pushed myself to my potential right now, so you decided to take on this ambitious 100-day challenge.

Then the cat thing strikes me. Obviously, you've identified your fears and everything, but I think what it really sheds light on is something that can be just so mundane. I mean, there are people that pet cats every day first thing in the morning, right? Can also be a huge fear for someone else. I think by showing the vulnerability of what your true fears are and not saying, “Oh, it's all got to be good content for YouTube, or it's all got to be something absolutely crazy.” By really shedding light on those innate fears inside of you that aren't common to everybody, it really made the whole thing a lot more impactful. How was that journey diving into these small things, like trying an oyster, trying a snail, petting a cat that really were just unique to you, but ultimately really struck a chord with the large, obviously based on the traction you got?

[0:16:07.9] MP: Right. When I went viral, I was doing those kinds of fear. I was not doing the huge fears. I think that is exactly what resonated with so many people, because if I put the obvious fears in there, I'm facing my fears, but if everybody has those fears. Actually, you should have those fears. You should be afraid of holding a tarantula and doing skydiving and because, death, it's a possibility if you're not careful.

Those other fears were limiting my life. For example, actually in college I lived with two cats, because my roommate – I had four roommates and they had two cats and that was limiting my life a lot. I wouldn't go to the bathroom if the cats were there. Or if they would walk on top of my cereal, I would just stop eating and do something else, because I wouldn't touch them. I was afraid of them scratching me.

In my head, the fear was so big, they would hurt me. When I tried just petting the cat and during the project and holding it, God, it was so sweet. I was like, “Seriously? I've been missing out in this my entire life because of my fear? How irrational is that?” I was starting to build my confidence, but I had to start with the little things and that's what people resonate with, because we all have those fears and it's a taboo topic. Not a lot of people admit they have those fears, and so I didn't have a problem just putting myself out there and challenging myself in that way.

[0:17:32.8] AF: Yeah. I think that's really partially why it struck a big chord is it wasn't macho crazy things that was extremely relatable. People might see your channel and think, “Oh, she was afraid of petting cats.” Learn that and it just makes it so much more relatable than someone who's constantly skydiving and swimming with piranhas and everything that would be a lot of ways, expected of something focused on this, but not really what reality is, right?

[0:17:55.9] MP: Yeah.

[0:17:58.5] MB: Yeah, I think that's such an important point. It really comes back to the art of facing your fears and getting uncomfortable. It's this idea that it's not about doing crazy stuff. That's fun and it's cool and it's great for YouTube or whatever, but it's really about this daily battle, every single day in the mundane everyday stuff that you experience to you realize those fears that are coming up and face them. That's such an important piece of it.

[0:18:23.0] MP: That's a really great point. Actually, the whole project was very physical, because I had to capture all of these experiences to upload them to YouTube. After I was done with the 100-day project, I focused more on fears, or challenges that you can't necessarily capture on camera, but that are so life-changing.

For example, asking for a raise at work, a promotion. That is a huge fear. A lot of people have to face if they want to get somewhere in their careers; promoting yourself, exposing yourself on social media, asking for a divorce, launching a new project. Those things you can't put them on YouTube, but those are the big challenges that will take our life to the next level and will get us closer to our dreams. That's what I started focusing more after the 100-day project. That's how I was able to build a community of over 75,000 people on Instagram that they just want to be challenged on the day-to-day, to become who they're meant to be.

[0:19:31.2] MB: I'm so curious, there's a lot I want to unpack from what you've already shared, but just coming back to that experience of being afraid and then really stepping into facing your fears, what was that experience like to actually be in the moment, to face those fears and what were the fears like when you really encountered them up close?

[0:19:50.3] MP: Well, they were never as bad as the way I had them in my head before. That's one of the main takeaways that I got from this project, that before facing those fears, they were just so big. The worst case scenario was going to happen for sure. That's what we tell ourselves.

During my entire life, I just kept holding myself back from so many experiences, because I thought that the worst-case scenario was what's going to actually happen, but when I started to face my fears during the project, what I realize is that actually, you are more likely to experience the best case scenario than you are to experience the worst case scenario.

Day after day, I kept experiencing that things were not as bad as I had them in my head before. Whenever I went to the next fear, I had a little bit more confidence within me. I will challenge people to start facing those small fears and build up that confidence, because then when you encounter bigger fears, then you're not expecting the worst. That's so important, because the fear is at the end, what we tell ourselves. That is what it is. The actual challenge is never that. I was able to prove that to myself day after day.

When I was in it, when I was in the fear, the entire time I was like, it's going to be horrible, it's going to be horrible, it's going to be the worst. Then suddenly, it was not, day after day. I created an emoji meter for the project. That was a tool that helped me measure my fear before, during and after each challenge that I faced. That was really helpful for my audience to understand, because not every fear was terrifying. Some fears were more scary than others for me. That way I could communicate that. Always, the fear was definitely bigger before, during was not as bad and after, most of the times was way better.

[0:21:46.4] MB: Such a great piece of perspective. As someone who's faced down hundreds of fears literally, you just have such a good insight into this, that the battle with your fears really takes place beforehand and not during the actual fear-inducing experience itself.

[0:22:02.9] MP: Yeah. Exactly like that.

[0:22:05.6] MB: I'm curious, thinking about that process of facing a fear and going from the very beginning of okay, I'm afraid of this all the way through to the other side of having experienced it, how do you think about the life cycle of fear and really facing our fears?

[0:22:24.2] MP: That's a great question. The first step to facing a fear is the time when we acknowledge that we are afraid of something. For example, let's say that a friend of yours proposed an idea, something that you've never considered, right? Let’s say that someone tells you, “Hey, do you want to come this summer with me to Africa to volunteer?” You're like, “What?” Maybe you never even considered doing something like that. When the idea is proposed to you is how you react, what tells you if this is a fear or not.

If you're like, “Yeah, let's totally do that,” then you're not afraid of that. Let's not talk about that, because it's not in this topic. If your first reaction is like, “Let me think about it. I'm not sure.” You were not expecting that proposal, then maybe you're identifying something that is outside of your comfort zone. That is the first step when you identify that you're afraid of something.

Then the second step is to ignore the fear. That's where we automatically go as human beings, because when we face something that we are not comfortable with, our first reaction is to ignore it. Look another way and forget about that for a while. Most of the people just stay there and ignore their fears over and over again. They continue living a very comfortable life doing the things that they already know, hanging out with people that they're familiar with and life becomes very monotonous for a lot of people because of that.

The other kind of people that are other bit more adventurous would come back after that, after ignoring it for a while, maybe a few minutes, maybe hours or days and then come back to it and say, “But what if I actually do that?” They start thinking about the best-case scenario if they do it. Then at that point, you start to plan your fear. You're going to do this, you're going to take that risk, you're going to embark on the challenge. Maybe you have to set up a strategy, maybe you have to call someone, just plan the whole experience.

Or if it's just to say something out loud, like ask for a raise, you start to plan how you're going to say these things. That's the planning stage. Then from there before getting into the action stage, which you would assume is next, there's always this hidden stage in the middle, which I call the WTF am I doing stage. That's the stage where you freak out. It's the few moments before you take action. It is inevitable. As human beings, are immediately going to start thinking of the worst case scenarios, right? All these negative thoughts will start to pop into your head, telling you things, to try to convince you not to do that, because it's unnatural.

I mean, it's your fear talking, your comfort speaking. It will tell you things like, “Don't do it. You will regret it. Who do you think you are?” All these things that we’d tell ourselves. At that moment, it's really important that we overcome the WTF stage in order to get to the action stage. A lot of people and I would say most of the people, just drop the ball right there and they convince themselves that this was not a good idea in the first place and they come up with a thousand excuses why they shouldn't do that and that's it. They continue living their monotonous life, go back to their comfort zone.

Those who actually take action, I've been studying that and I've been trying to understand what is it that makes someone go from the WTF am I doing stage into the action stage. I came up with my own tool. The typical question that we tend to ask ourselves or other people when they're about to face a fear and we do it with the best intentions, which is hey, what's the worst that could happen, right? You ask yourself that sometimes?

[0:26:09.3] MB: Yeah, absolutely.

[0:26:10.1] MP: Yeah. That question, I got it a lot, because I was facing my fears over and over again. People tend to ask that and they're like, “But think about it? What's the worst that can happen if you hold a tarantula, or if you go camping, or if you whatever, dive with sharks?” Well, sharks could be really bad. Dance in the middle of Times Square like no one's watching.

The worst-case scenario, yeah, maybe it's not dying, but it could be things like hurting your ego, or crushing your confidence, or getting rejected, or being embarrassed. There are many other worse things that could happen, so that question is not really helpful. What I did is I changed the question around and flipped it around. I started asking myself what's the best that can happen. Because when you ask yourself what's the best that can happen, you start to focus on the real words, instead of in the risk. The risk will always be there. We're human. That's the first thoughts that we have in our mind. We have to train our brain to go the other way around and think about the rewards.

As I was trying to better understand this, I actually encounter a research from this psychologist called Jeffrey Gray. He says that in our brain, we have two systems; the behavioral inhibition system and the behavioral activation system. The behavioral inhibition system responds to risk and stop us from taking action, or we take action based on our fears. Then the behavioral activation system responds to reward. It's exactly what it encourages us to take action based on the rewards, instead of in the fear.

Asking yourself that question, what's the best that can happen is all about focusing on the rewards. Think about it, if you're about to let's say in my case, presents in front of 20,000 people, right? That's my job, but still scares the heck out of me every time I have to do one of those big presentations. If I'm backstage and I'm only focusing on the things that can go wrong and I'm like, “What if technology fails? What if I say a joke and nobody gets it, nobody laughs? What if nobody pays attention? What if people start to leave in the middle of my presentation?” I'm only thinking about the worst-case scenarios.

If I ask myself intentionally, what's the best that can happen? Immediately, my mind goes to the moment that this is all over and I have a huge smile in my face and I'm saying, “I can't believe this went amazing, that everybody laughed, that everything went according to plan, that technology worked, that I did one hell of a job and all of this positive outcomes that are most likely going to happen.” It just changes the way you walk into your fears and it encourages you to take action.

After we take action, which that is the action stage of course, then we go into the celebratory stage and that's when we feel very proud of ourselves for accomplishing something that was hard to do. I can tell you that during my entire life, I never actually felt really proud of myself, because I was only – like I was saying at the beginning, checking boxes. I graduated, because I had to graduate. It was not a big challenge for me. It was just something I had to do. Then I got married and I did all these things.

I never actually felt that feeling of being so proud of myself, because I did something hard, something despite my fears. That's what you experience when you intentionally decide to face a fear and you survive on the other side, which is what it's most likely going to happen.

[0:29:39.4] MB: That's such a great turnaround, instead of asking yourself what's the worst that can happen, focus on what's the best that could happen? I really like that.

[0:29:46.7] MP: It has helped me and now thousands of people.

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[0:31:36.0] MB: The other piece that I think is so important that often gets neglected or almost goes unseen is that WTF am I doing stage. It's so easy to gloss over that and think you're going to plan to face a fear and then next thing is you act on it, but really you have to go through a lot of mental anguish and in some cases and maybe in most instances, the hardest part of the battle is really that particular stage in fighting through all of the worst case scenarios and everything that's going on in your head.

[0:32:06.3] MP: That's exactly what I was saying. Yeah, it is the worst part. It's the turning point. You either surrender, I guess, to your fears at that point and you let them win the battle, which is what happens most of the times. There's so many examples. People that are in for example, marriages that they're not happy with, but they just go to that thought when they're about to maybe change their life and ask for a divorce, but they are like, “No, no, no, no. They start thinking what's the worst that can happen. I'm going to be alone. I'm not going to find anybody else. Then I have to hire lawyers and go through all that hassle. Let's just stay as I am.”

In that moment, it's the turning point where if you think all the positive things that can come out of this situation, if you decide to take action and how much better your life can be. If you decide to have the courage to do that, then everything changes and it’s that turning point.

[0:33:01.1] AF: I want to jump in here and I want to focus on what happens down the road a little bit, because I think it makes a lot of sense and it's very valuable for the audience to even have the take away of focus on the best, focus on the positive of what can happen. A lot of times in life, we’re faced with choices that will ultimately have good and bad outcomes. For example, if you decide you want to get divorced, keep the example going, but you're afraid of being lonely, well you may ask for that divorce and then you may wrestle with deep bouts of loneliness after that. It’s just a natural part of mourning and grieving and moving on.

I know even for you, they say that if you want to see the worst in humanity, take a look at YouTube comments, right? Even for you as you begin to gain traction and your name is getting spread around everywhere and things are picking up, I mean, you obviously also have that negative reaction from “haters” and people that really just spend their time focusing on the negative side of things. Obviously, we start out we want to focus on the best.

As you go down the road of some of these decisions that are largely good and there is a good to focus on, but there's a bad that creeps in, how do you keep from focusing on that negative that might be there? How do you ignore the bad comments and focus on the good feedback and the good ones? How do you ignore those bouts of loneliness after maybe being separated from a loved one, but ultimately know it's better for you?

[0:34:20.1] MP: That's a really great question, because everything in life will have positive and negative. You can't just escape that. No decision will just be just good or just bad. It's a matter of prioritizing what do you want the most. Maybe not what do you want now, but what do you want the most. If right now you just want company, then you're going to choose that, even if it's not the right company for you.

If you want the most is to find real love, for example, or the best job possible then maybe you do have to quit this job in order to find it. There's a journey that will happen between the time that you take action and the time that you actually achieve something. The problem is the people that don't take action, they will never achieve what they want the most. That's as simple as that. Are you willing to go through that journey and have the possibility of achieving the life of your dreams, or would you just rather stay in your comfort and never have that chance?

For example, talking about couples and that topic, I wrote a post in Valentine's last year, where normally what I do in those dates, special days and everybody is posting the exact same thing. Valentine's, everybody posts pictures of their loved ones and they tell the world how happy they are, even if they're not that's what they have to do. I'm like always, what can I post that it's a little bit more controversial? What is unexpected?

Last year, I decided to post this. I wanted to talk to single people that day and I'm like, right now you're on Instagram and you are watching so many happy couples as you're scrolling down your feed. You know what? I'm actually happier for you, because you have a greater chance at finding real love than all those “happy couples” that are not actually happy, but posting their pictures here on Instagram to make everybody believe they're happy, but they don't have now a chance to find real love, because they’re with someone else. I'm happy for you single people that you didn't settle for someone, just to not be by yourself.

It's all about that, having the courage to take a leap and trust that if we follow our hearts and we work hard, AF, we will eventually get what we want. It comes with a lot of sacrifices in the way, but all of those sacrifices will be worth it if you actually achieve what you want the most at the end.

[0:36:47.7] AF: That's a really great point. I love the content, by the way. That's so awesome. I think being able to go through the negatives of any decision and stick with that commitment, I think is a pretty good roadmap to show you that you're doing the right thing, right? If you start this movement that you did, but then there's a bunch of negative people are reaching out, you choose to focus on that and not on the positive and you give up after 75 days. Then really, you probably weren't all in in the first place, right?

Then the same thing, if you decided you want to make a huge life decision and maybe this partner is not right for you and you just feel it in your gut and you know it's not right and then you take action, but you ultimately come back, I think that that shows that either A, that wasn't the right decision, or B, you're not looking at things through the correct lens of reality. I really think that being able to put up with and to go through the pain of any decision that may have a negative consequence is really a sign that it's something you truly want to do.

[0:37:45.8] MP: Yeah, it is. You have to know that that will come with it and be willing to face all of it. It is also okay to make mistakes. Maybe you think you want something and you have the courage, you take action, you do it and then maybe that was not exactly what you wanted and it is okay to say, “Oh, maybe that was not exactly. Let me find what else was it,” but we need to try the things. If we constantly convinced ourselves that we should just stay in our comfort zone, we're not going to experience life much really. We're just going to stay in the same place.

[0:38:20.7] AF: Yeah, it's interesting. I kept going down with the relationship example, because we're on the road. On the second thought, if you jump into a tank of sharks because you want to overcome your fear and you realized very quickly, “I should not be in this tank of sharks,” you should probably get out of the tank. It's not a sign of wavering. It's probably just good common sense.

You've used a quote in the past, I really loved. It's the enemy of success is comfort, not failure. What does success mean to you?

[0:38:43.1] MP: Well, success is very personal. Everybody should have their own definition of success. I feel like that's something that they should be teaching us as we grow up, because when we're growing up, the whole world tells us what success looks like. It tells us that it's related to money and love and fame perhaps and stability. Then we grow up with certain ideals that might not be true for everybody.

For some people, yes, that is success to achieve fame and money and the recognition. For some people, success can be to have a balanced lifestyle, to be with your family and be present, not be at work all day long. For some people, success can be just being by yourself and loving the single life forever and that's it. It's so freaking personal that I think that's a question that we should all be asking ourselves and we should before we start any project, or any journey, we should first define what success means.

Because if not, it's like if we're driving somewhere in our car and we're not telling the GPS where to take us, then we would just be turning and turning and turning and then we would get very frustrated and think, “But where are we? Why am I not getting to where I want to be?” It's because you haven't told maybe your GPS where you want to go. Sometimes, we tell our GPS that we want to go to places only, because that is what people around us expect from us.

If your parents are always telling you that you should become a dentist and then you put in your GPS that you want to become a dentist and you achieve that and doesn't bring you happiness, it's because it was not your choice. It was your parents, or your communities, or your societies, like whoever is expecting this out of you. This is a very, very personal question and then very few people have the courage to actually take action and commit to their own definition of success. Because we're all the time looking around and comparing ourselves to other people, and if we don't have what other people have, mostly people that are close to us, then we feel we're not there, we don't have enough, or we are not good enough.

It is a matter of defining first and being very honest about it, what is success to you? Then owning that definition of success. Then what I say is that the enemy of success is not failure. A lot of people are afraid to try things that they're dying to do, they're dying to pursue a business, or be entrepreneur, or whatever it is that they want to do and they stop themselves from doing it because they're afraid to fail .

To me, the only time you fail is the time you fail to try. If you want to really do something and because of fear you decide not to do it, you're failing. You're failing yourself. You haven't even given yourself the chance to have success at that.

That's why I say that failure is not the enemy of success, it’s comfort. Because the reason that we don't try, it's because we're too comfortable with our salaries, with our partners, with our lifestyle, with being accepted by other people around us and by belonging the way we were taught to fit in to society.

[0:41:58.4] AF: That's definitely a journey that everybody has to figure out on their own and my definition of success might be completely different from Matt's, who might align a little bit with yours. It's really something I think that is extremely important for anybody, especially if they're going to reach their potential in life to understand what that means for them, even if it is being able to go to every kid's baseball game, or if it's working 18-hour days for the rest your life and buying a private jet. It's all just going to be different. Knowing what that is and having that Northstar really guides action and I think it's critically important.

[0:42:27.2] MP: That can also change throughout time, your definition.

[0:42:30.2] MB: You said something really, really important, Michelle, that to be is personally my biggest takeaway, maybe one of the biggest takeaways that I've gotten on this conversation is this idea, really simply that if you don't take action, you're never going to achieve what you want to achieve.

[0:42:45.8] MP: That's how it is. You don't even have a chance. I love this quote or this post that says something like, the chances of getting something if you try, pretty big. Chances of getting that same thing, if you don't even ask for it, zero. When you don't ask for the things you want, you are automatically telling yourself, no. You're not even giving yourself the chance to see what the answer to that question is.

[0:43:12.6] MB: I'm curious, coming back to the thing that stops people from acting as we've been talking about this whole conversation is fear. What are some of the tools that you found to be really successful for facing down your fears, especially at the hardest parts of the journey, if you're in that WTF am I doing stage, even before then, what are some of the resources and strategies that you've found to be really effective for facing down and overcoming fears?

[0:43:42.2] MP: Well, so one of the biggest fears that stop people a lot is the impostor syndrome, right? When you are about to do something that you feel that's what you should be doing and then you convince yourself that you're not the right person for that, that you're not good enough. Then you look around and you identify potential people that could be better for that. You're like, “Oh, yeah. I would like to do it, but I'm not as funny as that person.”

For example, let me never try stand-up comedy, because I know a lot of people that are way better than me. Or you look around and you’re like, “Oh, but I'm not a social, or as fit, or smart.” It's so easy to just look around, tell ourselves that we're not good enough and then continue whatever we were doing, instead of actually doing the thing we want the most, at least giving it a try. A few ways that I would suggest that we can confront the impostor syndrome mostly for example, we're about to launch something, an idea, we want to expose ourselves, the first thing we tell ourselves is that we are not experts, so we shouldn't be talking about a certain topic.

If you want to start a podcast about something that you're passionate about and then you convince yourself that you're not an expert on that, maybe you shouldn't do it, because there are other people already talking about it, what I want to tell those people is this, if you know more than a group of people, then you're definitely qualified to talk about it. Because we don't need to be the best ones, we don't need to be the most expert ones, we just need to know more than a group of people, or have a different approach to it.

That is something for example, my husband talks about personal finance. When he wanted to launch a brand about this to teach people about personal finance, he would always tell himself that, “No, no, no, but there are some people that are way better. I mean, look at Dave Ramsey, he's already doing that.” What I tell him is first, you know so much than so many people and they are your potential audience, right? That they want to learn from you.

Second, the other thing I want to tell people is yes, there might be so many people already doing what you want to do, but they are doing it their way and it's so important that we do it our way. The way to do this, because it's so easy to just say, do it your way, right? Maybe it's not as easy to implement it, but it's the difference between those who Google how to do things and those who try to look within themselves and find what is their way of doing things. I would say, don't be the Googler.

For example, if you're going to give a presentation and you google how to dress up for a presentation, or how to structure a presentation, I mean, you're just going to end up being one more if you do that. The only way to stand out and do the things in a more authentic way is by asking yourself those questions. How do I want to dress up if I would be presenting in front of others? How would I structure a presentation? Those are the questions that I ask myself and that is why my brand, Hello Fears, have been able to stand out. That's why so many people like it and want to be part of it, because it is not one more, because I'm not looking outside, identifying what other people are doing and try to imitate.

I'm always thinking how can I be more me. What is everybody else doing and how can I do it differently, not for the sake of being different, but for the sake of being me. For example, I have my own podcast and I decided to do it on the plane, because nobody's doing that and because I travel a lot. I travel with my husband, with Adam every single week, well, not now of course, because we’re in the middle of the coronavirus. Until three weeks ago, we were traveling every single week, maybe three, five times in a week. We spend so much time on airplanes that we decided to launch a podcast that we called it From the Plane.

We bought a small mic that we plug into our phone and we just record our conversations. People are loving our podcast, just because it's so different and because we're not trying to be perfect. We don't care about perfect audio, or people not talking. We have people talking all around us. We have babies crying. We have people sneezing and that is exactly what makes our podcast different and special and more authentic. It's a matter of looking inside and searching for those questions within yourself, instead of in Google.

[0:48:04.8] MB: The perspective of not worrying about being perfect and giving yourself permission to fail, having some self-compassion, to me that's such an important piece of dealing with your fears. It's interesting, because I've always found it to be a little bit of a paradox in the sense that the best way to conquer fear is just to start facing your fears, because as soon as you do that, you realize that your fears are ghosts. They're not real. It's not as bad. It's not even close to as bad as you think it might be. Until you're willing to just do that, with the first domino, with the first time, with the first experience, you're trapped at a prison of your own making.

[0:48:43.0] MP: I like the domino effect. It hits home. It's just like that. You face one, you're like, “It's not that bad. Let me try it again and then again. It's not that bad. Let me try it again.” You just go on and on.

[0:48:54.2] MB: Yeah. I mean, that's definitely been my experience in terms of you start with one little thing and then it comes back to what we're talking about earlier, facing these little battles every single day, whether it's being scared to hold a cat, or whatever else. You start with those little things. Then before you know it, you're pushing yourself so much further than you ever thought you possibly could.

[0:49:12.5] MP: Exactly.

[0:49:13.4] AF: Michelle, I'm going to ask for a little bit of personal help here. It’s written a roundabout way, but I know you've spoken about how fear can be generational. I'd love if you can dig into that a little bit more and Matt and I both have young children. I'm curious to know how as a parent can we overcome the urge to instill the same fears that we had, or that we might have in our kids?

[0:49:35.7] MP: Well, that's a great question and definitely, yes. I have to say first that I am not a parent, but I am a daughter and I experienced how my grandparents carried on their fears to my mom and then to me. Because my grandparents come from the Holocaust, so they are Holocaust survivors that moved to Venezuela in the 40s, late 40s after the war, early 50s, not sure the year. Then they had my mom. Then they raised her with so many fears from the war, because the worst that could happen is exactly what happened to them. Then that's how they raised my mom with those beliefs that the worst that can happen is going to happen.

She grew up being very negative in that way, always expecting the worst. Then she raised me just like that, because those were the tools that she had. That's why I grew up being very fearful myself, but at the same time there's something within me and I think it's my ambition perhaps that I think comes from my dad's side that wanted to win over those fears. Now I realize that my mom, the fact that she never faced a fear in front of me is exactly what made me choose again and again, not to face my fears for the first 25 years of my life, because I was too comfortable and I was like, “That's easy.” You just say, “I'm afraid of it,” and nobody bothers you again with that. Cool. I started using that too much in my life.

For example with my friends went backpacking through Europe. I was like, “No, I'm afraid of that.” They're like, “Okay.” They just went without me. I never went camping. I missed out on so many things growing up, because of that, because I was imitating my mom's behavior. Now what I been studying this a lot and trying to understand how that works because it is not about not facing your fears in front of your kids and it's also not about pretending to be fearless.

If you as a parent don't want to show your fears to your kid and you're always pretending that you're not afraid of anything, so they shouldn't be, then they won't be able to relate to you. Because fear is so natural and they will experience fear. I think the best thing you can do is to acknowledge their fears and to acknowledge your fears and then face them together. If you can tell your kids when you are afraid to do something and then you still do it and you ask them to join you and they know how afraid you are, for example, of donating blood and then you ask them to go with you and say, “Hey, I'm very afraid of doing this, but I think it's the right thing. Can you come with me, so you can encourage me to face my fear?”

Bring them into the experience. Show them your courage. There's nothing more empowering than that. That's what I did with my project. I was not really trying to inspire anybody as I was facing my fears on YouTube. I was not telling people, “You should go and face your fears.” I would never say that. I was just being terrified on camera every day facing my own fears. That is exactly what inspired people to go after their own fears. That is what I plan to do with my kids once I have kids in my home.

[0:52:57.5] AF: Yeah. I think that's so powerful. I mean, I love the idea of acknowledging the fear together and then bringing someone into the situation, in this case, obviously we're talking about a child. I think weirdly, I'm thinking back into my life and things that I did with my parents that I might have been afraid of at the time and things that we did together. Weirdly, there are a lot of the things that despite being really young, I actually remember. I think that's because I was part of that experience.

[0:53:23.2] MP: Yeah, totally. For example, my mom tells me things like, “Michelle, I always told you to go face your fear. I always told you to go pet the dog and sleep on your friend's house, all the things.” I’m like, “Yeah, you told me all of those things, but I never watched you face one of your fears, so what are you actually telling me with your actions?”

[0:53:43.1] AF: Yeah, that's huge.

[0:53:44.8] MB: For somebody who's been listening to this conversation that wants to take action, face their fears to begin this journey in some way, what would be one action step that you would give them to start down that path?

[0:53:58.0] MP: I would say, to find an accountability partner. Because it’s really hard to do this on your own. It doesn't have to be your spouse. My husband is Adam and we work together. We do everything together. They're like, “Do you need an Adam to face your fears and build an empire and do all these things that you're doing?” I'm like, “Yeah, you do.” It doesn't have to be your spouse. It can be a friend, it could be a business partner, it can be your parents, it could be your sister, it could be anybody that wants to be there for you, someone that wants the best for you and someone that wants to see you succeed more than they want to take care of you.

Because also, we have those people in our life that for example, when I told my mom that I was about to face all of my fears, she was like, “No way. No. I don't allow it.” I'm like, “I’m not asking for your permission. I'm letting you know I'm facing my fears and I have the support of my husband to do it, so I want to become a braver person myself. I'm doing this for myself. I'm doing this for my future kids. I'm doing it for my spouse and I'm doing it for you as well.” Because my ultimate goal was to also encourage my mom to be braver.

I'm so proud of her right now for all the fears that she's been overcoming, because of me and my inspiration. The advice that I would give people is find an accountability partner, someone that is there for you when you are way too afraid to take action. It is scary to share our big dreams with other people and our big plans, but if we don't do it, then we're more likely to not take action.

We're more likely to regret it before we do it, because nobody knows. It's just us. Yeah, I think we don't need to do that and that's it. That's what we tell ourselves. If more people know about it, people that want really to see you succeed, then they will be there to push you and make sure that you don't feel alone and that they encourage you when you need it the most. That is a good idea always to have an accountability partner.

Then the other one is to have a higher purpose, higher than yourself. Maybe you're doing this for someone that you care so much about. For example, I face my fear because I wanted to become a braver mom whenever I have kids. That is a greater purpose other than just myself. Those are my two advices that I would say that are very helpful.

[0:56:16.4] MB: Michelle, where can people find the book and your work online?

[0:56:21.6] MP: Well, you can find me on Instagram. I practically live there. My handle is @HelloFears. I post content daily. I challenge my audience daily and I challenge myself also and share those experiences with people, because there's like I was saying, nothing more encouraging to see someone else to face their own fears and lead by example. That and then if you want to find the book, go to hellofearsbook.com and you'll find all the information that you need there. It's on Amazon and everywhere where books are sold.

[0:56:54.4] MB: Well, Michelle. Thank you so much for coming on the show for sharing your journey and some great wisdom and really good insights into facing your fears. I don't know about you, Austin, but I really enjoyed this conversation.

[0:57:05.9] AF: Yeah, absolutely. I mean, so applicable for the audience, Michelle. I mean, much continued success. Obviously, we recommend everybody go check out the book. This was a very interesting, entertaining and very actionable conversation. Keep up the good work. I think the world needs people like you out there.

[0:57:19.2] MP: Thank you so much. I really enjoyed the conversation too.

[0:57:22.7] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

I'm going to give you three reasons why you should sign up for our e-mail list today by going to successpodcast.com, signing up right on the homepage. There are some incredible stuff that’s only available to those on the e-mail list, so be sure to sign up, including an exclusive curated weekly e-mail from us called Mindset Monday, which is short, simple, filled with articles, stories, things that we found interesting and fascinating in the world of evidence-based growth in the last week.

 

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Thanks again, and we'll see you on the next episode of the Science of Success.

May 14, 2020 /Lace Gilger
Emotional Intelligence, High Performance
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Teaser for The Science of Success: Business Mastery Season 2

May 12, 2020 by Lace Gilger

This week we’re releasing a short bonus episode to let you know about the launch of The Science of Success: Business Mastery Season 2.

In these episodes, Matt and Austin interview some of the world’s top business experts to share with you the habit, tactics, routines, and more that made these titans so successful! 

Last season, Matt and Austin interviewed many big names including Grant Cardone, Roland Fraiser, Jay Abraham, and more! This season, they have even more incredible guests lined up!

Be sure to tun in every other Tuesday for these incredible lessons you won’t want to miss!

These business focused episodes are in addition to the great Evidence Based Growth content you’ve come to expect from us! So don’t worry, you’ll still get your weekly dose of The Science of Success!

Click here to check out the trailer and mark your calendar for season 2 beginning next week!

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Thank you so much for listening!

Please SUBSCRIBE and LEAVE US A REVIEW on iTunes! (Click here for instructions on how to do that).

Teaser Transcript

[00:00:04] ANNOUNCER: Welcome to the Science of Success. Introducing your host, Matt Bodnar. 

[00:00:12] MB: Welcome to the Science of Success, the number one evidence-based growth podcast on the Internet. I'm super excited to announce that our business season two is going to be launching next Tuesday, May 19th. If you didn't catch some of the previous episodes from our last business segment, we had some incredible guests including Jay Abraham, Grant Cardone, Roland Frazier, and several more who brought some amazing business insights to our audience. 

I'm sitting here in the studio with Austin right now. What’s up, Austin?

[00:00:42] AF: What’s going on, Matt? How is everybody?

[00:00:44] MB: We're really excited about some of the people that we’re going to be bringing on in season two. To tell you a little bit about some of the logistics, our business episodes are a little bit different from a normal Science of Success episode. Instead of having a really deep rigid focus on science, research, etc., we like to expand our reach a little bit and bring in some business experts to share some incredible business advice and wisdom. But these business episodes don't conflict with your normal Science of Success episodes, so these are special episodes. We’re going to release them every Tuesday until business season two is over. It’ll probably be five or six episodes. Just a little bonus, some really cool business influencers, some great business insights from some of our favorite people, and it’s going to be a lot of fun. I'm really excited. 

The one thing that I want you to remember is that we’re going to mark these episodes with a little B at the front of the episode. It will be a little B in parentheses, just like this episode had in the title, so you'll know that it's a business episode. If you want to check it out, awesome. If you don't, that's great too. 

Austin, what do you think about what we have coming up?

[00:01:45] AF: Yeah. I'm super, super excited about it. As you mentioned, the first season was great. I mean, some big, big names. Grant Cardone and Jay Abraham and Roland Frazier, as you mentioned. Then the feedback was really good. I mean, I think a lot of people took a lot of things back away from those episodes, and that's kind of why we’ve been inspired to do season two. We did have some big names on season one. You might think it would be impossible to top some of those names and some of the advice they gave. But, heck, we've done it. Looking at the calendar today, we’ve got a lot of good content coming up. 

It’s important to note two things that you mentioned, and I'll reiterate briefly, is these are bonus episodes, so you’re still going to get the content from the Science of Success, focus on the evidence-based growth every Thursday first thing in the morning just like you have been. These episodes will be in addition to that, launching every other Tuesday, so no change in your regular scheduled programming. Just added value. 

Another thing is you don't need to be a business owner to get something from these business episodes. A lot of these titans of industry have gotten to where they are because of some of the core principles, the lifestyles, the habits, the things that they've built into their course, human beings, that they've used to help propel themselves in the business arena. But you don't necessarily have to own your own business at a high level or at any level at all. You could be an employee to employ some of these best practices, these mindsets, and these things that have made these individuals so great. 

So I’m very excited. It’s bonus content, icing on top of what you’re currently getting. But while they are business-focused, anyone can really listen to these episodes and get a lot out of it. 

[00:03:13] MB: Yeah. That's a really great point, Austin. It’s totally in addition to our previous and existing content that we’ve been doing for almost five years at this point. I know it’s pretty crazy, but we've identified some really cool business leaders, people like Michael Gerber who wrote The E Myth Revisited, which is one of my personal favorite business books ever and one of the most read and recommended business books; Guy Kawasaki, who’s very well-known; and some other really cool business leaders to share some great insights. 

As you said, Austin, I think it's really important to underscore that there's a lot of lessons that come from the stories and the experience of these leaders that you can get value from, in addition to your regularly scheduled Science of Success programming. 

[00:03:55] AF: Amen. Amen. We’re looking forward to it. As Matt mentioned, look for these episodes that would be designated with a little B. That’s just so you know that you’re jumping into a more business-focused interview. But we definitely recommend checking it out, no matter what your interests are. If you’re interested in the Science of Success and the content we’ve been putting out, you're going to love these interviews too. The guests just couldn't be better. I’m very, very, very happy with what came together through, kind of putting together this season two. 

[00:04:19] MB: With that, we’ll see you on the next business episode of the Science of Success. Again, business season two is launching on May 19th. That's next Tuesday. 

Thank you so much for listening to the Science of Success. We created the show to help you, our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story or just say hi, shoot me an email. My email is matt@successpodcast.com. That's M-A-T-T@successpodcast.com. I'd love to hear from you, and I read and respond to every single listener email. 

I'm going to give you three reasons why you should sign up for our email list today by going to successpodcast.com and signing up right on the homepage. There are some incredible stuff that’s only available to those on the email list, so be sure to sign up, including an exclusive curated weekly email from us called Mindset Monday which is short, simple, filled with articles, stories, and things that we found interesting and fascinating in the world of evidence-based growth in the last week. 

Next, you're getting an exclusive chance to shape the show, including voting on guests, submitting your own personal questions that we’ll ask guests on air and much more. Lastly, you’re going to get a free guide we created based on listener demand. Our most popular guide, which is called 

How to Organize and Remember Everything, you can get it completely for free along with another surprise bonus guide by signing up and joining the email us today. Again, you can do that at successpodcast.com. Sign up right at the homepage. Or if you're on the go, just text the word smarter, S-M-A-R-T-E-R, to the number 44222. 

Remember, the greatest compliment you can give us is a referral to a friend, either live or online. If you enjoyed this episode, please leave us an awesome review and subscribe on iTunes because that helps boost the algorithm that helps us move up the iTunes rankings and helps more people discover the Science of Success. Don't forget, if you want to get all the incredible information we talk on the show, links, transcripts, everything we discussed, and much more, be sure to check out our show notes. You can get those at success podcast.com just at the show notes button right at the top. Thanks again and we'll see you on the next episode of the Science of Success. 

May 12, 2020 /Lace Gilger
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Defeat FOMO & Make More Confident Decisions

May 07, 2020 by Lace Gilger in Decision Making

In this episode we share how you can be more confident when make the tough decisions in your life, discuss how to deal with FOMO and show you the key to ultimately achieving greatness with our guest Patrick McGinnis. 

Patrick J. McGinnis is a venture capitalist, writer, and speaker who has invested in leading companies around the world. He is the creator and host of the hit podcast FOMO Sapiens, with over 2 million downloads. Patrick coined the term “FOMO” short for “Fear of Missing Out”, which was added to the Oxford English Dictionary in 2013. He is also the creator of the term “FOBO” or “Fear of a Better Option” and has been featured as the creator of both terms in media outlets including the New York Times, The Financial Times, Boston Globe, Guardian, and many more! Patrick is also the author of the international bestseller The 10% Entrepreneur: Live Your Startup Dream Without Quitting Your Day Job and the newly released Fear of Missing Out: Practical Decision-Making in a World of Overwhelming Choice.

  • The FOMO man himself...The guy who coined the term Fear of Missing Out

  • Our earliest ancestors were very keyed in to what they needed.. but didn’t have.. FOMO is an evolutionary artifact that has come into prominence and been multiplied by social media. 

  • Technology has been a massive amplifier for FOMO

  • FOMO is an aspirational feeling.. there is something better out there that we could be having. 

  • We often fill uncertainty with our own projections… which may not match reality at all. 

  • The worst thing you can do is spend all of your life chasing things that you don’t want. 

  • FOMO has been studied in depth by clinical psychologists and has a severe negative impact on your mental health. 

  • Studies show that FOMO also negatively impacts your personal finances. 

  • FOMO negatively impacts your productivity by robbing your attention

  • The good thing about FOMO is that if we listen to our FOMO it may be a guide for things we want to do. 

  • FOBO… starting to become more well known now. “Fear of a Better Option"

  • In a desire to maximize you hold back and keep your options open for as long as possible in hopes that something better comes along. 

  • FOMO = being a follower

  • FOBO = being stuck in analysis paralysis 

  • The reason that entrepreneurial ventures often best large vested companies is because big companies are stuck with FOBO while as entrepreneurs are extremely decisive. 

  • You make thousands of decisions a day, and decision making is one of the best skills you can improve and master. 

  • We often waste HUGE amounts of time making minor or irrelevant decisions.

  • You often bring too much drama into making irrelevant or inconsequential decisions in your life. 

  • Which decisions should you actually pay attention to?

  • For many of the things that you get stuck on making decisions in your life, it ultimately doesn’t matter that much. 

  • Decisiveness is much more important than perfection. 

  • There is no perfect decision. 

  • You never heard a great leader being described as indecisive. Leadership requires you to be decisive. Leadership requires you to be a master decision-maker. 

  • If you’re too risk-averse to make bold decisions, you will never achieve greatness. 

  • If you wait too long to make a decision, your options may ultimately evaporate. 

  • The job of a CEO or entrepreneur is to take incomplete data sets and make hard decisions about what to do next. 

  • We very rarely go back and learn from our decision-making process. 

  • How do you make better BIG decisions in your life?

    • Write everything down. 

    • Make an investment memo on your decision. 

  • How to use Decision Journals to make better decisions

  • VC concept of Portfolio Review is a great way to see flaws in your investment decision making process.

  • Just because you made a good decision, it doesn’t mean you will be right.

  • What are the key strategies you can use to make better decisions, especially in the face of FOMO?

    • Gather the relevant information

    • See how it aligns with your goals and priorities

    • Socialize it with a few key people (3-5 people)

    • Take action. 

  • How do you overcome FOBO and analysis paralysis to make the best decisions possible?

  • It’s OK to want the best (FOBO) but FOBO can often incorrectly short-circuit and hijack your decision-making process

  • When you make a decision.. you have to let go of something else. 

  • Indecision is like a prison, the moment you can break out of that your world opens up. 

  • Homework: Be ruthless with yourself about not wasting time on no-stakes decisions. 

PORTFOLIO REVIEW STRATEGIES

  • Quarterly Cadence

  • Structure into an investment memo

  • Original financials vs actuals

  • Original Investment Thesis (how has it held up?)

  • Top 10 KPIs Quarterly

  • Sit down and talk through it with all the partners

    • Come up with action items

    • Put them into writing

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This week's episode of The Science of Success is brought to you by Best Fiends.

Best Fiends is a 5-Star rated mobile puzzle game with over 100 million downloads. I’m not someone who is traditionally a mobile game person but I have to say I’m a HUGE fan of this game and it’s a great way to challenge yourself when you’re on the go, waiting in line, or doing some relaxing.

The games developers and team are constantly updating with new themes and levels so the game never gets old or less challenging. This really keeps you on your toes in a fun way as you need to utilize different characters and strategies in order to succeed. What may have gotten you to a certain point in most cases won’t get you to the next.

You’re constantly engaging your brain with fun puzzles and collecting tons of unique characters. Trust me, with over 100 millions downloads this 5-star rated mobile puzzle game is a must play. So check it out go to the Apple app store or Google Play store on your phone and download best fiends today and start playing.

The game is great, their team is great so go check it out now and start playing today, I’ll see you on the leaderboard! 

Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Patrick’s Site and Wiki Page

  • Patrick’s LinkedIn, Facebook, and Twitter

  • FOMO Sapiens Podcast

  • FOMO Quiz

Media

  • Politico - “Is FOBO Paralyzing the Democratic Primary?” by Patrick McGinnis

  • LinkedIn - “Patrick J. McGinnis shares how to overcome FOMO and FOBO, and our next guest will help you find your voice” by Victoria Taylor

  • Article Directory on HuffPost, Medium,

  • HBR - HBR Presents: FOMO Sapiens with Patrick J. McGinnis

  • New York Times - “How to Beat F.O.B.O., From the Expert Who Coined It” by Tim Herrera

  • Business Insider - “A Wall Streeter turned venture capitalist uses a strategy from his investing career to make the personal decisions that stress him out most” by Andy Kiersz

  • Inc - “The Inventor of FOMO is Warning Leaders About a New, More Dangerous Threat” By Peter Kozodoy 

  • Crunchbase Profile - Patrick McGinnis

  • WeWork - “Can’t quit your day job? Author Patrick McGinnis says be a ‘10% entrepreneur’” by Patrick McGinnis

  • Boston Magazine - “The Home of FOMO” by Ben Schreckinger (2014)

  • [Podcast] So Money with Farnoosh Torabi - Patrick McGinnis "The 10% Entrepreneur" Author

  • [Podcast] 33voices – Ep 1151 | The 10% Entrepreneur — Patrick McGinnis

  • [Podcast] Art of Manliness - Podcast #251: Be an Entrepreneur Without Quitting Your Day Job

Videos

  • Patrick’s YouTube Channel

    • Andrew Yang’s Audacious Plan to Save Us from Automation

  • TED - How to make faster decisions | The Way We Work, a TED series

  • Talks at Google - Patrick McGinnis: "The 10% Entrepreneur" | Talks at Google

    • Patrick J. McGinnis: "The 10% Entrepreneur" | Talks at Google

  • London Real - Patrick McGinnis - The 10% Entrepreneur - PART 1/2 | London Real

    • 5 TYPES OF ENTREPRENEURS - Patrick McGinnis on London Real

  • Cathy Heller - How to Expand from 10% to 100% Entrepreneur - Patrick McGinnis | Don't Keep Your Day Job Podcast

Books

  • Fear of Missing Out: Practical Decision-Making in a World of Overwhelming Choice  by Patrick J. McGinnis (Release May 5th, 2020)

  • The 10% Entrepreneur: Live Your Startup Dream Without Quitting Your Day Job  by Patrick J. McGinnis

Misc

  • Bessemer VC Anti Portfolio 

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we share how you can be more confident when you make the tough decisions in your life, discuss how to deal with FOMO and show you the key to ultimately achieving greatness with our guest, Patrick McGinnis.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we shared how to decide what's really important in your life, how self-care can actually lead to massively increased productivity and how you can put away the guilt of not working hard enough with our previous guest, Denise Gosnell. Now, for our interview with Patrick.

Patrick J. McGuiness is a venture capitalist, writer and speaker who has invested in leading companies around the world. He's the creator and host of the hit podcast FOMO Sapiens. He coined the term, “FOMO,” which stands for fear of missing out, which was added to the Oxford English Dictionary in 2013. He's also the creator of the term FOBO, or fear of a better option and has been featured as the creator of both terms in media outlets, including the New York Times, the Financial Times, The Boston Globe and many more. Patrick is also the author of the international bestseller, The 10% Entrepreneur and the recently released Fear of Missing Out: Practical Decision-Making in a World of Overwhelming Choice.

[0:02:17.3] MB: Patrick, welcome to the Science of Success.

[0:02:19.6] PM: Great to be here, Matt.

[0:02:20.8] MB: Well, we're super excited to have you on the show. Your background is so fascinating and you have a very unique claim to fame.

[0:02:28.8] PM: I do. Shall I say it? Or do you want to?

[0:02:30.7] MB: Lead the way.

[0:02:31.5] PM: All right. I am the person who invented the term FOMO, or fear of missing out.

[0:02:35.7] MB: Did you know at the time when you wrote that that it was going to become such a cultural phenomenon? I mean, really in many ways, defines in a major sense a huge piece of our culture today?

[0:02:45.5] PM: No. In fact, I came up with this idea and I wrote an article about it when I was at Harvard Business School. This was back in 2003. This was pre-social media. It was a really nichey problem that me and my friends lived with. Then thanks to the Internet and social media and all the other things that we now have in our lives. It has become an affliction that affects billions of people around the globe. It's incredible. I certainly didn't expect it.

[0:03:10.5] MB: It's so fascinating, because social media has in so many ways, really exacerbated this challenge. I'd love to hear your perspective on where we are from a cultural standpoint today in terms of FOMO and all of the overwhelming choices and everything that are circulating all around us.

[0:03:27.0] PM: The thing about FOMO is it is definitely enabled by technology, but it is also part of the human experience. If you think back to it, there are really three things that cause FOMO in people and maybe just helpful first to define what FOMO is. FOMO is and anxiety created by a belief that there's something better out there that we could be doing, often fed by social media, and it's also a desire to be part of the crowd, or to not be excluded from a social experience where others are taking part.

That's really what it is. If we think back, it is part of our DNA. Our earliest ancestors were keenly aware of what they needed, but maybe didn't have in order to survive in the Darwinistic survival of the fittest. Even the earliest humans felt feelings of FOMO, even though there was not a word for it at the time. It's also been part of our culture for a long time. The expression keeping up with the Joneses is a lot like FOMO and that's been around for over a 100 years. It actually comes from a comic strip that was run in the early 1900s about this family that lived next to the Joneses.

The Joneses were always doing something a little extra, and so this family felt pressure to keep up. That was the whole conceit of the comic strip. Ironically, the name of this family was the McGinnis family. When I heard that, I read that, actually there was a researcher at Boston University who wrote a history of FOMO. He tied that back to me and I couldn't believe it.

Then we have technology and that's where things changed. Even though we had expressions like keeping up with the Joneses, where FOMO became a necessary word to have in our lexicon, because all of a sudden, it wasn't just that you would compare yourself with your neighbor, it was that you compared yourself to people across the globe, or to people, or celebrities who you have no ability to keep up with. More than that because of social media, not only are we super connected, but also we are able to shape our lives in specific ways that are completely unrealistic.

We look at the way people portray their lives online and they're not at all connected to reality. When we look at them, we spend a lot of time idealizing them and injecting into that space our own expectations, and so you see that perfect picture with that perfect family and the life that looks so great to you. When you're sitting on your couch in your underwear, it's easy to feel inadequate. That's what's happened and it's become a big part of your society. You look for FOMO now, on Google there are 10 million hits, it's in the dictionary and it's become a word that's used not only by advertisers, but by people across our society to communicate the specific anxiety that many of us feel.

[0:06:02.9] MB: It's so crazy that in many senses, technology and really specifically, social media has basically just been a massive amplifier for FOMO and this phenomenon, which as you said in some sense is really an evolutionary artifact that's baked into the neurology of our brains.

[0:06:19.6] PM: Yeah, it is. You obviously can have FOMO without social media, of course as it is part of the human experience, but it is that proximity to comparison that reference anxiety that we provoke all of the time that has weaponized these feelings and made them something that there's interesting statistics out there that show that more than half of people feel FOMO when they're away from new sources, or from social media networks.

It's also the 24-hour news cycle and all these other things that are constantly bombarding us with information that we cannot possibly begin to process and that hijacks our feelings and uses them against us.

[0:06:59.0] MB: Tell me a little bit more about what happens when we experience FOMO. What is that like and why is it such a bad thing?

[0:07:06.7] PM: Yeah. We can talk about the good parts of FOMO, because I don't want to be totally negative. Just with the bad stuff, so FOMO is basically as I defined earlier, it's this anxiety that we feel when we [inaudible 0:07:15.4] and others and it's also this desire to be part of the herd. In one sense, FOMO is an aspirational feeling. It's the idea that there is something better out there that we could be having. As human beings, we naturally want to have the best.

There is this perception that, “Oh, my goodness. If I were just doing this or that, my life would be better.” The reality is we don't know if that's true, because we can't know if it's true. There is definitely an information asymmetry that's at play when you're seeing something out there and you say, “Oh, that looks so great.” If you could actually jump through the screen and see if it were actually good, then you would know and you could actually have authentic feelings. Unfortunately, because of information asymmetry, we can't know if those things are as truly good as they seem from the outside, right? That's the first part.

One of the big problems there, of course is the fact that because there is not clear information, we spend a lot of time inventing things and filling the uncertainty with our own projections, right? Second is this herd element. It's the idea that other people are doing something and I don't want to be left out. That is really at the end of the day if you think about it, it reminds me a lot of being a kid, or in high school when you're a follower. When you are worried about what the herd is doing and you want to keep up with the crowd, you are unfortunately not doing things that are actually authentic to you.

It's the classic example of – I remember when I was growing up, I wanted to buy a pair of Air Jordans, because everybody had Air Jordans. In fact, I bought them. My mom, I convinced her, bought the Air Jordans. Then I got them home and they were not comfortable and I didn't like high tops and I never wore them.

When you have FOMO, not only are you aspiring to things that you may not even like, but you're aspiring to the dreams of other people. The worst thing that you can do in your life is spend all of your time fixated on getting, or achieving something that isn't even actually the thing you truly want. That's what happens when you have FOMO. That's really bad. It leads to three major outcomes. The first is that it can affect your mental health. FOMO has been studied in depth by clinical psychologists and it's shown to provoke feelings of inferiority and stress and just a lesson overall mood and it just creates a lot of pressure on people that doesn't feel good.

It's really shocking how much ink has been spilled in the psychology world on how FOMO affects our mental health. The second is it affects your finances. There have been incredible studies out there by for example, Charles Schwab, that show that people spend money because of their FOMOs, money that they don't have in order to keep up with other people.

The third is productivity. If you spend more and more time focusing on other people and on social networks and really immersed in this world of comparison, it takes time away from your normal life. That's part of the reason why we so much time on our phones. Believe me, I look at my phone and I ask myself, how is it possible I spent four hours on my phone today? Then I look at it and it can be things like social media that cause us to do those things. Those are the bad things about FOMO.

The good thing about FOMO and this can be harnessed and used for good is that if we listen to our FOMO, it may be suggesting to us things that we wish we could do. Say you hear about your friend who started an entrepreneurial venture and you think to yourself, “Man, I'm going to the office every day, punching the clock. I really wish I could be an entrepreneur. I really wish I had an idea for a startup.” That actually even though it is FOMO, may actually prompt you to think about doing something entrepreneurial. It can be very positive in terms of waking us up to latent interests that we might have.

[0:10:50.6] MB: Yeah, that's a great insight. It's important too to have that perspective that it probably is largely a negative phenomenon, but there are ways that you can harness it or listen to it and glean some positive insight. One of my favorite comments about negative emotions, it's a very similar idea which is that negative emotions are data, but not direction, right? You can listen to them, doesn't mean you have to do necessarily what they're telling you, but there's valuable information that you're getting from your FOMO in some sense.

[0:11:15.7] PM: Yeah. I spend a lot of time in the book talking about this. I call the response to this feeling, when you learn that there's something interesting to you, of course there's still information asymmetries. You may think, I really want to be an entrepreneur. If you've never been an entrepreneur, you don't know quite yet, even if you like it, right? You're just projecting again.

What I encourage people to do is to engage in those things part time and I call it going all in some of the time. My whole first book, The 10% Entrepreneur was about part-time entrepreneurship. You try it out, see if you like it. Fill in that information asymmetry with information. Then if you do like it and if you think it's promising, then go after it full time. It can be a great strategy. I love what you said about negative emotions, because it is true that it is data. If you look at it clinically and strip out some of the emotion, then you can actually benefit from it.

[0:12:02.4] MB: I want to bring in the other term that you've coined and explore that as well and how it relates to FOMO and how relates to our lives and how we make decisions. There's so many interesting things to unpack from that. Tell me a little bit about FOBO.

[0:12:16.0] PM: All right. FOMO and FOBO were invented at the same time on the same day. They were put in the same article that I wrote back in school in 2004. While FOMO went on and became a word celebrity and is in the dictionary today and the article was called McGinnis’s Two FOs social theory at HBS.

The other FO of the two FOs, FOBO never really got famous. It's getting its day now and it's been written about in different magazines, like the New York Times and it's been in Politico. It's getting its moment in the sun now, but it really hasn't been prominent. Which is ironic, because as I think about FOMO and FOBO and FOBO stands for fear of a better option. FOBO is actually far worse for you.

FOBO is an anxiety that when you're making a decision and you have acceptable options before you, that there might be another option you haven't found yet. Therefore in the desire to maximize, you hold back and keep your options open for as long as possible in hopes that something better comes along. It is a very interesting form of risk aversion. Some people would say, “Well, that sounds optimistic.” You're looking forward to something better coming along, so you're waiting for that to show up on your doorstep. I see that as risk aversion, because it is actually the unwillingness to settle for less than perfect. As a result, never actually settling for anything at all. That's what happens when you have FOBO.

If you think about FOMO as being a follower, FOBO is doing nothing. It is being stuck in analysis paralysis and therefore, being unable to do anything. The reason why I think it's far worse than FOMO is that as I just mentioned with FOMO, listen, FOMO affects you and it has clear effects, but there is also a potential upside to your FOMO if you can learn to manage it.

FOBO on the other hand doesn't just affect you. It affects the people around you and there's nothing good that can come of it. I like to think of FOMO like drinking wine. A little wine never hurt anybody if done in moderation. In fact, maybe you loosen up and try something new. FOBO is like smoking cigarettes. Nothing good for you, nothing good for the people around you. All it does is cause problems.

[0:14:23.9] MB: It's really interesting to re-examine, or classify FOBO as risk aversion, because that [inaudible 0:14:29.7] in a light where you can really start to see the downstream effects of it, which is essentially that you stop taking risk, you stop taking action and your decision-making gets paralyzed.

[0:14:40.0] PM: Yeah. Think about this paradigm. I invest in companies. I'm an entrepreneur. I know that you are as well and many of the people listening to the show are entrepreneurs. If you think about how an entrepreneurial venture would operate, if it were riddled with FOBO, you could never make progress.

In fact, the reason why entrepreneurial ventures oftentimes are so successful and why they are able to kill off large companies is because entrepreneurial ventures are decisive and large companies are stuck with FOBO. There's a great example that I think shows this and that's the example of Audi. Audi decided in 2009 that it wanted to build an electric car. Then because of FOBO, procrastinated and changed its mind and Bob in accounting got involved and Sheila in marketing got involved and all of these things happen. It took them over 10 years to come out with an electric car.

Meanwhile, you have a pure-play startup, Tesla, Elon Musk. We can definitely all agree that the man does not have FOBO. He builds that company. He's got a product in market within a couple of years and now even though the number of units sold is far lower when you compare Tesla to Audi, Tesla is worth a lot more and is a much more valuable company. Why? Because startups are decisive and they take advantage of the indecision of large, stable companies.

[0:16:02.6] MB: We're getting into one of my all-time favorite topics and really one of the main reasons I even started this podcast years ago was because I was so interested in decision-making. You even touched on that to some degree. Selfishly, I use this show I mean, we share all kinds of really interesting ideas and conclusions and everything but selfishly I take everything and apply it to the business world and reap the benefits of that.

Decision-making to me has always been one of the most important and high-value skill sets that you can cultivate. It's so interesting to me to see in today's world, especially with things like FOBO that there's so many people and I get e-mails all the time from podcast listeners who in the same place, they don't know how to make a decision, they don't know how to be decisive, they're stuck, they feel they don't have any confidence, they can't choose between the myriad of options in front of them. How do you start to pare down this world of overwhelming choice and the trap of over analysis and really start to hone that into better decision-making?

[0:16:59.6] PM: This is something that I have spent a lot of time thinking about. I know you too. Decision-making. I mean, we make thousands of decisions a day, right? It's something that we all need to learn how to do. In fact, many of us think we're very good at it, right? I think in general, we all feel like, “Okay. I know how to make decisions.” When we get into a time of crisis, that's when our flaws are exposed. We see that with leaders around the world, whether it's Brexit and the indecision of the British government, or it's the response to the coronavirus and who move quickly and who didn't. Who had the FOBO and who didn't? All of these things get exposed.

What's interesting is also the thing about is that many of us waste a lot of time in our daily lives on things that don't really matter and we are mired in decisions on things that suck up our time, but don't give us much of a benefit return. First of all, I would say that then the first thing you have to do as you think about making better decisions is realize that many of us spend time on decisions. We waste our time on decisions that aren't important. When we do that, we then give ourselves less time and energy to focus on the things that really matter.

That right there is something that I learned way back in college. In the book, I talk about decision-making and I give you strategies to deal with FOMO and FOBO and they're different for when it comes to major decisions. Major decisions are have their specific strategies for each one. When it's for minor decisions, what I call low-stakes and no stakes decisions, they both have the same solution. Because when it comes to unimportant decisions, you make most of your unimportant decisions, or minor low-stakes, no-stakes decisions in a day without really thinking about it. It's completely reflexive.

When you spend a lot of time more than a couple of minutes or seconds, deciding which sweater you're going to wear, or what you're going to have for lunch, or whether you should go for a run or not, that is simply wasted time. The strategy that you can deal with for both FOMO and FOBO in that instance is the same. That is to basically outsource your decision-making.

When I was in college, I used to spend a tremendous amount of time worried about things that didn't matter. Should I go for a run or not? That would consume 20 minutes of my life. Should I go to the library now, or should I go in an hour? Well, by the time I've made my decision, it had been an hour. A friend of mine told me that whenever she had indecision, she would ask her watch. I thought to myself, “What could that possibly mean?”

She would say, “Listen. Basically, it's like, should I go for a run or not? Yes or no. I imagine the left side of my watch, the left half of my watch is yes, the right half of my watch is no. Then I looked down, I see where the second hand is and my decision is made for me.” You can do that in many different ways, whether it's even a rod and looking at the time on your cellphone, you could ask the magic 8-ball, whatever you want to do. The idea is taking decisions out of your own responsibility and outsourcing them, whether it is to something inanimate, or to a person, asking a person to make that decision is really helpful when it comes to these small decisions, because at the end of the day, you're not going to remember even making this decision in a couple of hours, or a couple of days and you are bringing all of this drama in the decision-making, and so you must take yourself out of the process in order to move forward with your day.

[0:20:05.0] MB: That's such a great way of looking at it, that you're bringing all this drama, I like that phrase, into what ultimately really are irrelevant or inconsequential decisions that have absolutely no impact on your life. It can end up wasting huge amounts of time.

[0:20:20.6] PM: Yeah, and it takes all your energy. If you spend all your time trying to decide which pair of socks to wear and then you walk into the office and you have to make a major strategic decision, you've already been running down the gas tank before you even get started. It's just not a good use of time. It is oftentimes, it's a self-deception trap that many of us use. It's like, “Oh, man. I have to make an important decision today. Why don't I waste the entire day doing other things, procrastinating, dealing with minor parts of my life, so that I can avoid dealing with what's really important? That's why it's important to get those off of your plate as quickly as possible.”

[0:20:56.6] MB: Tell me a little bit more about the concept of outsourcing these low-stake or no-stakes decisions and for somebody who might not really have clarity around when a decision fits into those categories, how do you think about categorizing stuff into either low-stakes or no stakes as well?

[0:21:11.2] PM: It's very simple. Some people I'm sure will read the book, or listen to our conversation and they'll say to me, “Well, how can you simplify it down to three levels?” I mean, I have low-stakes and no-stakes and medium-stakes and medium low-stakes and medium high-stakes. Absolutely, we could make it that complicated. By doing so, all we're doing is procrastinating and making our lives more complicated. The point here is that we want to simplify things as much as possible and that's really at the heart of the strategy I set forward in the book.

When it comes to low-stakes and no-stakes decisions, the way I think about it and it's really simple is number one, is this ephemeral? Will you have forgotten making this decision in a week and that's for no-stakes decisions, or a month for low-stakes decisions? If it's going to be something that impacts your life beyond a month, if you're going to in three months’ time look back and say, “Oh, my goodness. This was really important. I'm glad I spent tons of time on it,” then that is important and it has long-term effects and it requires more than being outsourced.

For many of the things that we get stuck on every day in our lives, that just won't happen. That's number one. Number two is does the decision have consequences in terms of money, time, or its impact on yourself and others? If not, then it's either low-stakes or no-stakes. Finally, can you abide by the decision no matter what the outcome?

For example, if you're trying to decide again, what to watch on Netflix, which is something that people spend tons of time on, even though it's not going to change your life. Think about it and ask yourself, “If I end up watching one series or another, is my life going to be ruined?” Of course, not. Therefore, you can easily and comfortably put it into the world of low-stakes and no-stakes. That's the way I divide them.

Now the no-stakes again is something that's truly, you're not going to remember in a day or two, or perhaps a week. Those are the ones I outsource to the watch. For anything a little bit more considered, something like for example, where I should go on vacation, or where should we go to dinner this weekend, or should I buy this desk, or that desk, or this TV or that TV? What I recommend is actually going and outsourcing to a person.

Letting somebody in your life help you with the answer, because chances are 99% of the time, you won't even need help. You'll have made the decision on your own. If you do need help, what that tells you is that you have options and they're so close in your mind that you're basically indifferent. Any of them could be fine. Any of them could work out, so therefore you want to find somebody to help you just make a decision already.

That could be asking a family member, or a colleague, or delegating to somebody, but it's the idea of just I don't make dinner plans anymore. When somebody says, “Where should we go?” I always just say, “I'm looking for something healthy this weekend, so let's do healthy food and then why don't you pick what you like?” You know what? I'm very happy with that outcome. I think as I've done this, I've realized that I feel more and more comfortable outsourcing and it's a great way to free up time in your life, in your schedule for the things that matter.

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[0:25:45.0] MB: Something that entrepreneurs I think really intuitively grasp that underpins this whole idea, one of the most important conclusions from all of this to me is this core idea that decisiveness is really much more important than perfection.

[0:26:00.9] PM: Most definitely. Because and we see this in entrepreneurial ventures all the time. One of my favorite books and I'm sure you read this and many of the listeners have read this is Eric Ries, The Lean Startup. That book is all about making tiny decisions, testing and then learning and then moving on to another thing. If you can't make even the smallest decisions and try something out, see if it works, how can you build a new venture?

There is no perfection. Asymmetry and information makes that guaranteed, but what there is is pushing the ball down the field towards the goal, being flexible and then pushing it forward again and again and again.

[0:26:37.7] MB: One of my favorite decision-making heuristics from the entrepreneurial world is a great letter to shareholders from Jeff Bezos, where he just talks about two heuristics that he uses to help make better decisions. One of them is is it reversible? Which oftentimes, people never ask themselves that, but how easy is it to reverse it? It's another way of looking at how bigger the consequences. The second heuristic is make decisions with 70% of the information that you think you need, instead of a 100%. To me, both of those are such great ways to get to that same conclusion, which is at the end of the day, it's better to make a half-decent decision and move on than it is to waste an hour, 5 minutes, 10 minutes, whatever it is depending on the stakes on a decision that has no impact on your life ultimately.

[0:27:19.2] PM: Absolutely. What's more, I love that example, because Bezos is such a decisive person, what's more is great leaders, you've never heard a great leader being described as indecisive. It's like, “Oh, I love Angela Merkel. She's so indecisive.” No, of course not. Leadership requires people to be decisive and to communicate a vision to the people around them. If you as a leader are waiting to have all the answers so that you can make a riskless decision, if you're that risk-averse, you will never achieve greatness. You won’t achieve mediocreness, because you won't get out of the gate. You’ll be stuck waiting for the perfect thing to come along and it's just not realistic.

The scary part is if you wait for too long, the options that you had in hand that you decided to wait before choosing, they may disappear, right? Nothing stays forever. That is another reason why it's important to be decisive, because if you wait too long, you may have no options at all.

[0:28:11.6] MB: That really brings to bear a fundamentally important conclusion that gets back to why decision-making is such a powerful skill to learn and master, which is that if you want to be a great leader, you basically have to be a great decision-maker.

[0:28:25.2] PM: Yes, you do. At the end of the day, if you think about what the job of the CEO is, or the job of an entrepreneur is, it's to take data, incomplete datasets, draw conclusions and plot a path forward. If you are not doing that, if you are the micromanager CEO who's worried about the catering, I mean, that's when you should be outsourcing, right? You were asked the lodge or something, because what happens a lot of times with leaders who fail is they spend their time and energy making the wrong decisions and that's because they are procrastinating and avoiding the hard decisions.

That FOBO scenario that I talk about with Audi, that was all about just not being able to make the hard decisions and it cost them a market. It's really important to not get mired in the indecision.

[0:29:10.6] MB: You brought up something earlier that I want to come back to that touches on the same subject, which is this idea that it's easy to delude yourself into thinking that you are a good decision-maker, but really in the bigger high stakes decision points, that is where the cracks really show up. If you haven't done the work and spent the time improving your ability to make decisions, that's when it really comes out. We've seen that, I mean, you had a couple great examples, but the coronavirus pandemic has really demonstrated that in many ways too.

[0:29:37.8] PM: It has. What tends to happen is when we make decisions, we very rarely go back and learn from our decision-making process. In the book and in the strategies that I lay out in how to make better big decisions, because big decisions you're clearly not going to outsource them, right? These need to be made by you, you need to take responsibility, these are things that impact your life, your well-being, the well-being of those around you, going forward in a meaningful way. When you do the big decisions, there's a whole process for that.

One important part of the process is to write everything down. I actually do this. Write everything down. Create a little memo. I think about it as a venture capitalist, which is what I do by day as an investment memo, because every decision you're making is like an investment in yourself and in your time and your energy going forward. Then keeping that written record and going back to it in the future periodically and assessing, “Okay, what did I get right? What did I get wrong? Where can I learn from what I did? What would I do differently? How would I gather better data to make this decision?”

Then as you go forward, it's one of these things we often don't think about is you can learn to make better decisions, not just by doing and reading and studying and learning from great people, but by looking at your own decision-making process and saying, “What worked and what didn't? What can I change going forward?”

[0:30:51.1] MB: Yeah. I don't know if you're familiar with the term decision journals, but it's essentially exactly what you're describing. It's a great exercise to really just write down what's the decision, why are you making it and even do a little bit of a pre-mortem, or a forecast of here's what I think's going to happen, here's what might go wrong. You do that for the major decisions in your life and it gives you an incredible record to go back and look at, “Wow, I'm systematically underweighting this risk, or I'm systematically too optimistic about this particular thing.” It's one of the few ways to access a little bit the power of the concept of deliberate practice and apply it in some way to getting feedback on your decision-making over time.

[0:31:25.9] PM: Yeah. I never heard of that term. I always think about from my own experiences, when you make investments as a venture capitalist, every year you do a portfolio review and you look at the company that you invested and you assess where it is today and you compare it versus your original investment thesis and your due diligence and your projections and you say, “Okay, what do we get right and wrong? What were the patterns we missed? What does this implication have for? What we do going forward with our capital?”

One thing that I really love is that some venture capital firms, they're very open about talking about their anti-portfolio and the anti-portfolio is basically the companies they didn't invest in, that they had the opportunity to. There's a VC fund called Bessemer, which very open about the fact that they could have invested in Facebook and Google and tells the story behind why they didn't invest and where they got it wrong and they celebrate it. I think that's a very healthy way to think about decision-making, because the other thing that we have to remember is just because you made a decision and you did your best, you did the process, it doesn't mean you're going to be right. It's just life. We never know what's going to happen. We can't control the outcomes of everything we do. Therefore, we should be comfortable knowing that we are going to make mistakes, but we should be open to learning from them.

[0:32:42.2] MB: Yeah. That's another hugely important conclusion and I'm a big poker player. That's one of the lessons that poker can teach you very rapidly is that the decision quality and outcome are not necessarily the same thing. You can make a great decision and get a bad outcome and you can make a terrible decision and get a great outcome. That makes it even more important to have some ability, or mechanism to go back and really review your decision-making in some way.

I'm curious. I want to dig into some of the other strategies that you recommend for making better high-stakes decisions when it really matters. What are the tools that you can use to make a better decision?

[0:33:19.7] PM: Yeah. Let's start with FOMO and then we'll move on to FOBO. Yes, when you get to a major decision and it could be something, let's take jabs, okay? I think all of us have been through this before, especially we can all understand. You are working in a job and all of a sudden, you feel this FOMO, “I want to be an entrepreneur.” Many of us have felt that. I certainly have. You ask yourself, “Maybe I should do this. Maybe I should start a company.” Okay, great. How do you know whether you should do that? How do you know whether this is simply FOMO, or if this is something that is meaningful and should be explored?

Well, when we think about the components of FOMO, there are really two things. Number one as I mentioned before, it's this aspiration, it's the idea that there's something better out there for you than what you're doing at the moment. The second is this idea of the herd that you see all these people making money and entrepreneurship is marketed in a way to us, that makes it look like it's the greatest thing ever, and that if you become an entrepreneur, all of a sudden you're going to be rich and happy and were going to make a movie about you and there's definitely this whole marketing element that provokes FOMO in people. That's been part of entrepreneurship as an industry for a long time now.

You need to attack each one of those separately for the aspirational bit. You need to ask yourself, okay, it looks great on the surface and I can have a lot of control and make a lot of money. Wow, I'd love to be an entrepreneur, but is that even real? That's the big thing you want to get at is you want to have a process to find out if all of the stuff that you think is so great, which by the way, you have no way of knowing because of information asymmetry. Are those things for real or not? You're going to ask yourself some very basic questions like, “Can I justify doing this, becoming an entrepreneur? Can I afford to do it? Can I do it without sacrificing other more important goals? Is there an ROI, a return on investment if I decide to do this? Is this even possible? Can we actually make this happen?”

If I'm dreaming of opening a restaurant but I know nothing about the industry, does that even make sense to me, or am I just daydreaming, right? Doing the work of gathering the information, doing your due diligence to strip away as much of the information asymmetry as possible is part one of making good decisions when you feel FOMO.

Part two is really about attacking the herd. Why do you want to do this? Is this is something you've always wanted to do and make sense in your life? Or are you doing it because you saw it on TV and it looked good for a minute, or because your friend did it? It sounds silly, but people do these things all the time. You really need to ask yourself, is this actually something I want to do, or am I just falling victim to wanting to do something I saw somebody else do? If you attack each of those components and gather data, write your memo, that will nine times out of 10 give you the answer to what you're trying to decide.

At that point, if you still haven't decided, I would encourage you to consult other people, show them what you've written, explain it to them and try to get their feedback, because other people can poke holes in your logic, if it isn't sound. Then if you're still indecisive and you're still stuck, it's at that point I say, go for it. Because at that point, you've done the work, you've gone through, you've attacked information asymmetry, you've figured out your true motivations, you've exposed it to the sunlight of day by getting other people's opinions.

If you're indifferent at that point, you've done enough work to know that it probably is a good idea. Life is about taking a little risk, so go for it. That's how you deal with FOMO when it comes to a big decision. If you still are afraid, then you could consider going in a part-time nature as we talked about earlier, because you can approach something in a risk-mitigated way and say, “I'm not going to throw caution to the wind and jump in full-time, but I'm going to find a way to explore this and at least further validate what I think is a good decision.” That's the FOMO.

Now on the FOBO, it's a different thing. FOBO as we talked about before is a combination of a belief that something better is going to come along and a desire to keep your options open for as long as possible, because the longer you wait, the more flexibility you have. Here, what's interesting is initially, I thought the problem with FOBO is that maximization is bad for you. In fact, it's okay to want the best.

The problem is that when we have FOBO, we make decisions incorrectly and it's our process that we need to change. Let's think back about should I choose this job or that? Say you've got three job opportunities on the table and you're trying to decide between them, right? This happens all the time. Somebody who's hired people, it’s like, you know who your candidate is basically delaying and delaying, because they're indecisive and they're waiting for something else to come along. That's not good for anybody.

How do you deal with that? Well, the thing is the problem that candidates have, or when they're making a decision between jobs isn't so much that they want the best thing, it's if they're not willing to let go of the thing they can have. When you make a decision and choose just one thing, you must let go of other things that you cannot have. People when they get stuck aren't willing to let go. That's what you've got to do. You've got to simply eliminate options from the pile and not return to them.

The process I recommend is basically pick a front-runner based on all this resource. You're going to do the same due diligence and try to strip away the information asymmetry and learn as much as you can and that will eliminate some things naturally as you learn more about them, then you're going to write your memo and try to figure out the base elements of these things and then you're just going to pick one of them, the one that your gut tells you is the best. You're going to compare one by one the other options to this front-runner.

Each time you do that one-on-one comparison, you're going to choose the better of the two and eliminate permanently the lesser of the two. By doing that, you're cheating two things. First, you're choosing the better, so you feel good. It's like, okay, I'm getting the better of these options. Second, you're eliminating something forever. Therefore, you are not tempted to go back to it.

In doing so, you're just cleaning the clutter out of your life and that allows you to move forward and finally choose something. If you get stuck at the very end, again this nine times out of 10 will solve your problem. If you get stuck at the very end, then I encourage you to consult with a couple of people and I actually would consult with three to five people, odd number of people and actually just have them make the decision for you and if you need a tiebreaker, you've got one, because it's at this point, remember you have acceptable options. It's not that you have nothing to choose from. You have acceptable options, the problem is that you are so close between them. They are so similar that basically you're indifferent. Therefore, the problem here isn't that you don't have something to choose. The problem is that you can't choose and you need to actually get somebody else to do that work for you.

[0:39:51.6] MB: It comes back to something you said a minute ago that I thought was really insightful is this idea that to be a great leader, to be a successful entrepreneur, to achieve what you want in your life, you have to be willing to take risk. At some level, you can do the due diligence, you can do the homework, you can get as much information as possible, but ultimately even the root of the word decision itself is to cut something off. You have to be willing to take some level of risk to make those bold decisions, to really achieve anything meaningful in your life.

[0:40:23.8] PM: It's hard to close doors in order to – when you walk through one door, you have to leave the rest behind you. We don't want to mourn what we can't have, right? Because it's attractive to feel like you can keep all your options open and always go back. Of course if you do that, as I mentioned before, let's think about the decision-making around coronavirus. Did difficult decisions, right? If you procrastinate and wait and wait and wait until you take action, the problem itself can grow so big that suddenly, the things that you could have done before aren't even available to you anymore. That can happen in all aspects of your life and you need to move as quickly as you can, choose something acceptable in order to make sure that you still even have options later on.

[0:41:06.9] MB: Yeah. That's another really great point. The idea that it's almost an illusion that you think waiting may lead to better options, but it just as easily maybe more likely could lead to the evaporation of the options that you thought you had.

[0:41:18.7] PM: Definitely. Because part of it is environmental, like the example I just gave. If you're dealing with a fast-moving situation, every day your set of options may change. That's just part of reality. Even if you're not in a crisis situation, by delaying your decision-making, you really truly risk the danger of alienating people around you. For example, say you're pushing off employers before you make a decision, that's why people give exploding offers, because they don't want to deal with you.

Unfortunately, we have to come up with all these mechanisms to basically force people to make decisions. That's why companies will have a 15-minute flash sale, because they know that at the end of the day, nobody wants to decide on anything, so they have to create a sense of urgency to get people to do anything. That is part of the game and other people aren't going to tolerate your indecisiveness forever.

[0:42:07.6] MB: The flip side of this, or the upshot of this in many ways is that if you can train yourself to be a better decision-maker, it's a pretty rare skill set to be very decisive and willing to take risk and take action, and in a world where there's so much indecision, it becomes really valuable to be able to train yourself in that skill set.

[0:42:26.7] PM: Most definitely. I think we are drawn to leaders who are decisive and there are not that many of them out there. This is something that can be very valuable to you, not just in the corporate environment or in entrepreneurship, but in your personal life, just setting direction and moving quickly through things and giving the people around you a sense of security and the fact that things are getting done is very valuable in the family settings and with friends and everybody.

I mean, if you think about your friends, how much time do you spend trying to organize that group chat, or trying to organize the trip, or the dinner, right? How much time do we spend on those kinds of things these days? It's completely ridiculous. I do this all the time now. I'll say like, let's do this at this time. You have 10 minutes to say yes or no. If you don't respond, I assume you're not coming. Guess what? People show up. They respond.

[0:43:14.2] MB: I've been very fortunate and I don't know if it's a combination of spending so many years and so much time studying the topic of decision-making, or maybe some of it is just my innate disposition, but I think the more you study this, I've really started to internalize almost this checklist, or this framework of any decision in my life I run through in almost instantaneous speed, is this something that really matters? Is it important? Is it going to really matter which option I pick? After you train yourself in it, it becomes really easy to just say, “Oh, this is irrelevant. Do whatever you want. I don't care. I'm indifferent. Do it and let's move on.”

[0:43:47.1] PM: I'm glad to hear that. I feel like having written a book about decision-making, I thought I was fine, but I feel I'm a much stronger decision-maker than I was. What I realized in the process is that indecision is like prison. The minute that you can break out of that, you have freedom. It's very liberating to just say, “This isn't important. Just going to decide. I'm moving on to something else.”

[0:44:09.4] MB: For somebody who's been listening to our conversation and they want to take action in some way to be more decisive, to make better decisions, what would be one action item, or first step you would give them to begin down that journey?

[0:44:22.8] PM: The first thing I would do is be ruthless with yourself about not wasting time on no-stakes decisions. As you proceed through your day today, or when you wake up tomorrow and you're starting and you find one of those little no-stakes decisions as just doesn't matter, what t-shirt should I put on, which shoes should I wear, one of those things. Or what should I order? Should I have the fries, or the salad with my burger? Or whatever that is in your life, I want you to number one, call it out, recognize that it's FOBO. Number two, I want you to ask the watch, or ask the cellphone, or whatever it is an inanimate object you want to choose, but simply outsource it.

I guarantee, do it one time and it's one of these things that like, it sounds so silly. When I first heard this idea I was like, “Uh, really?” The amount of people who have gotten in touch with me to tell me how powerful that was in their lives was shocking to me. I know, because I use it four times a day. Try that. That is your first step. If you can start doing that and see the power of that, I'm convinced that you'll move on to some of the other concepts we've talked about as well.

[0:45:26.6] MB: Great strategy and really good recommendation. Patrick, for listeners who want to find the book, find out more about you and your work online, what is the best place for them to do that?

[0:45:36.9] PM: Yes. Well, the best place to go to find me is my website, which is patrickmcginnis.com. There, you can find a link to order the book. It's on Amazon, of course. Also, you can check out. I have a podcast called FOMO Sapiens, which is distributed by Harvard Business Review. You can find episodes there, or wherever you like to listen to podcasts. You can also find me on Twitter @PJMcGinnis. Instagram @PatrickJMcGinnis. On Facebook, it's Patrick J. McGinnis. I'm in all of those places. The best place to go to find all of that together is my website, patrickmcginnis.com.

[0:46:10.0] MB: Well, Patrick, thank you so much for coming on the show, for sharing all this wisdom, some really great insights into how we can overcome FOMO, FOBO and how we can make much better decisions.

[0:46:21.5] PM: Hey, thanks a lot Matt and best of luck.

[0:46:24.1] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.

May 07, 2020 /Lace Gilger
Decision Making
Denise Gosnell-04.png

Get What You Want Without Working So Hard with Denise Gosnell

April 30, 2020 by Lace Gilger in Focus & Productivity

In this episode we share how to decide what’s really important in life, how self care can actually lead to massively increased productivity, and how you can put away the guilt of not working hard enough with our guest Denise Gosnell. 

Denise Gosnell is a serial entrepreneur, business strategist, lawyer, and author. She owns Vacation Effect, Inc. and Gosnell & Associates. She is frequently asked to speak on her wide range of expertise at events, interviews, and shows. Denise is also the author/co-author of eight business and technology books, soon to include The Vacation Effect book based on her training methods. She has been featured on media outlets across the web.

  • What happens when your house gets struck by lightning and it burns down?

  • “What do you want to retrieve in the next 5 minutes?"

  • Do you really want to work for money just to pay for stuff that you don’t care about?

  • How do you balance achievement vs appreciation?

  • “I’m no longer going to neglect my family for the sake of money"

  • Do you make more money while working less?

  • "How can I have the money I’ve always wanted without working so hard?”

  • All you have to do is decide to make today what you want tomorrow to be. 

  • Are you addicted to work?

  • The importance of self care to being productive and creating results 

  • What is growth by subtraction and how can you use it to improve your life?

  • How do you stay fully present on when you’re away from work?

  • Should I feel guilty if I can get as much done in half the time as I used to?

  • First step is to acknowledge that the guilt is there… then ask yourself if the guilt is really true.

  • Using the concept of forced hyper efficiency to create more results more quickly

    • Set a timer for half of the time the task should take to accomplish 

  • Break your goals down into stepping stones and short action steps. 

  • The joy comes from the journey of getting to the thing, not from actually arriving at the end point. 

  • If you don’t enjoy the journey, then it’s probably not something you actually want. 

  • How do you make your “someday-maybes” a reality 

  • How do you find your values? How do you stick to your mission and your “purpose?"

  • What are the top 3 things you would do whether or not people paid you for it?

    • What’s a power word that you can give all 3 of these things that encompasses all of them?

  • You get amazing insights when you give yourself the space to create mental clarity 

  • How can I make this obstacle one of the best things to ever happen to me?

  • Homework: Ask what the top 3 things you would do come up with your own power word 

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Denise’s personal site

  • Denise’s LinkedIn and Facebook

  • The Vacation Effect site

    • The VE Podcast

  • Gosnell and Associates site

Media

  • Article Directory on Huffpost

  • Recent articles by Denise:

    • 6 Self-Care Rituals For Busy Entrepreneurs

    • Using The Pareto Principle To Achieve Extraordinary Results in Your Life and Business

    • Finding Your Passion Using The Power of Affirmations

    • 5 Strategies That Busy Entrepreneurs Can Use To Relax and Recover

  • Thrive Global - “Being a good parent means teaching your children all about your successes, and more importantly, about your mistakes” with Denise Gosnell and Dr. Ely Weinschneider”

  • [Podcast] Like A Boss - Attorney turn Business Owner Vacation Advocate with Denise Gosnell

  • [Podcast] GET F***ING REAL w/ LISA CHERNEY - #41: From Workaholic Unhappy Millionaire to 3-Day Workweek | Denise Gosnell

  • [Podcast] The Genius Network - The Vacation Effect: Growing Your Business Even Faster By Working Less with Denise Gosnell and Joe Polish – Genius Network Episode #139

  • [Podcast] The Best Damn Lunch and Learn Ever - How To Grow Your Business By Working Less with Denise Gosnell, J.D.

  • [Podcast] Eventual Millionaire - The vacation effect with Denise Gosnell

Videos

  • Scribe Media - Scribe Guided Author Review: Denise Gosnell

  • Jamie Masters (Eventual Millionaire pod) - The vacation effect with Denise Gosnell

  • Jen Hecht - How To Grow Your Business By Working Less with Denise Gosnell, J.D

  • Women Your Mother Warned You About Podcast - The Power of Forced Hyper Efficiency with Denise Gosnell

  • Heather Havenwood - Attorney turn Business Owner Vacation Advocate with Denise Gosnell Heather Havenwood

Books

  • The Vacation Effect Book by Denise M. Gosnell

  • Beginning Access 2007 VBA by Denise M. Gosnell

  • Professional Development with Web APIs: Google, eBay, Amazon.com, MapPoint, FedEx (Wrox Professional Guides) by Denise M. Gosnell

  • Beginning Access 2003 VBA (Programmer to Programmer) by Denise M. Gosnell

  • VB.NET & SQL Server 2000: Building an Effective Data Layer by Tony Bain, Denise Gosnell , et al.

  • Beginning Visual Basic .NET Databases by Denise Gosnell, Matthew Reynolds, et al.

  • Professional .NET Framework by Kevin Hoffman , Jeffrey Hasan, et al.

  • Professional SQL Server 2000 XML by Paul J. Burke, Sam Ferguson, et al.

  • MSDE Bible by David C. Walls and Denise M. Gosnell

Misc

  • The Monk Who Sold His Ferrari: A Fable About Fulfilling Your Dreams & Reaching Your Destiny by Robin Sharma

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we share how to decide what’s really important in life, how self-care can actually lead to massively increase productivity and how you can put away the guilt of not working hard enough while being more productive, with our Denise Gosnell.

I'm excited to tell you that my producer, Austin, is going to be joining me for this interview. Get ready for a great conversation.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we shared how to deal with self-doubt and what you should do if you don't feel like you belong. We explored the power of kindness and how to build your kindness muscle, as well as much more with our previous guest, Gabriella van Rij.

Now for our interview with Denise.

[0:01:49.0] MB: Denise Gosnell is a serial entrepreneur, business strategist, lawyer and author. She owns Vacation Effect Inc., and Gosnell & Associates. She is frequently asked to speak on her wide range of expertise at events, interviews and shows. Denise is the author and co-author of eight business and technology books, including the soon-to-be-released, Vacation Effect book. She has been featured on media outlets across the web.

Denise, welcome to the Science of Success.

[0:02:15.8] DG: Thank you so much for having me, Matt. I'm excited to be here.

[0:02:18.5] MB: Well, we're really excited to have you on the show today. I'd love to start out with your story and how you came to some of the revelations in the Vacation Effect, this idea of somebody who is really successful, serial entrepreneur and you were working super hard and then you really had a breakthrough and a shift that transformed the way you think about life and business and productivity. I'd love to hear that journey and how it shaped your thinking.

[0:02:44.7] DG: I'd like to say that there was this magic epiphany that I had on my own and that I just came to realize it from my own wisdom. Sometimes, we get thrown curveballs in our lives, don't we? That was what happened with me. In June of 2011, I was running three companies, working like crazy. I'm a recovering workaholic, which that's what my story would be about today.

I had this house fire, where literally struck by lightning on June 20th, 2011 at 8:00 a.m. My husband and I didn't even know we were on fire until there's this knock at the front door. I go to the front door and there's this fireman saying, “Hey, your house is on fire.” We’re like, “Okay. We knew we were struck by lightning, but we didn't know we were on fire yet.” We were trying to figure that out.

Then what was so interesting, Matt, was he asked me a question. It brought a pit in my stomach, because how I answered him made me realize I wasn't living my life in alignment with what really mattered. Is it okay if I share the question that he asked?

[0:03:39.7] MB: Yeah, please do.

[0:03:41.1] DG: He said, “What do you want us to retrieve in the next five minutes before your house is destroyed?” Can you imagine only having five more minutes in your house and having to pick what you want to have them go grab? That was the question that I was faced with. How I answered him really shocked me and made me realize I wasn't living my life in alignment with what mattered. What I asked him for were things like my then five-year-old daughter stuffed animal bunny. Bunny was a member of the family and my wedding photos from 25 years ago when we got married in Jamaica and my grandmother's blanket she made me as a child.

Those were the things I had them retrieve. It's like, what are those represent? They represent the people in my life that really matter to me and the memories, not the stuff, not the artwork from Italy on the wall, or the jewelry in the jewelry box. All that stuff can be replaced. That was just a really eye-opening moment for me where I vowed that day that things were going to change.

I was no longer going to work for just the sake of money to pay for stuff that I didn't care about. It was tricky, because I also realized that I really liked nice things. It's so interesting. We fight with our self. I like nice things and I want to provide vacations and a nice life for my family, but not at the expense of never being with them and being present with what really matter. Does that make sense? It's like that interesting conflict.

[0:04:56.5] MB: It's something that I think about all the time. I think many people struggle with the same balance of striving and achieving on one end and yet, appreciating on the other end and how do you stride that really tough balance beam and figure out where you land on it. I'm curious to see how you struck that balance.

[0:05:14.7] DG: Yeah. It actually took me five years from the fire to figure it out. That day, I vowed that I'm no longer going to neglect my family and the people that I care about for the sake of money. It's like, I will figure out this balance thing, if there is such a thing, how to have more money, how to have good money and plenty of free time without having to pick one over the other. That was always what I wanted.

If I'd work more, the free time would suffer, the family would suffer, I would suffer. Then if I worked less, the revenue would suffer. Surely, there's a way to do both. I just stumbled my way along for five years after the fire and I just kept experiencing one or the other. It was either one would suffer, or the other would suffer. Then interestingly, I went to this meditation retreat. We were supposed to come with one question we wanted answered.

What was interesting was the question that I wanted the answer to was how can I have this schedule I've always wanted without my revenue suffering? During that meditation, it was like, a God again answering my call, or my higher self, or whoever was talking to me, the same person that gave me – being that gave me that lightning bolt from trying to help give me the wake-up call, just whispers in my ear, or I heard it like somebody whispering in my ear. When I asked that question, “Denise, what are you waiting for? All you have to do is decide and make today what you want tomorrow to be.”

That's interesting. Make today what tomorrow to be. I'm like, okay. Well, I'm scared as hell to have the three-day a week work schedule that I've always wanted permanently. As an entrepreneur, I can commit to just doing a little experiment. What if I just do a 30-day experiment for eight days? What if I just block off eight business days for the schedule I've always dreamed of, which was having a three-day work week, where I had Tuesdays and Thursdays, I call it my Tuesday-Thursday schedule to do whatever makes me happy. We're not working in the trenches of the company.

That's what I had dreamed off. I said, someday I'm going to do that. I said that someday for 20 freaking years, right? After that epiphany, I'm like, “All right, I'll try it for one month and we'll see what happens.” I went back to the hotel that night, I sent out a bunch of e-mails, rescheduled a bunch of meetings, carved out Tuesdays and Thursdays for the next four weeks. It was really surprising what happened.

It was painful at first. I've realized I was addicted to work and it was like, I found myself resisting and I felt really guilty at first. I was like, “Where is this guilt coming from?” I had to deal with the emotion of the guilt and we can talk about that more if you want to. After a couple weeks of resisting the urge to jump back into work, I'm like, “No, no. I'm going to give myself this free time, just as an experiment. I don't have to do it forever.” Gave myself permission to do it.

What happened after weeks 2, 3 and 4, each week got a little better. I realized that I was wasting so much time. I was being inefficient with how I was using the time I was spending. After the end of 30 days, I decided to extend it for another 30 and then another 30. Before I knew it, I decided after 90 days to make it a way of life. There's a lot more of the nuances that of course go into that, but that's the high level of where I actually figured out how to grow by subtraction by removing from my to-do list, instead of adding to it.

[0:08:06.0] MB: I love that idea of improving your life by subtraction. I'm curious, before we dig into that, when you took that leap, I have a couple questions in there and they're interrelated, but did your results suffer? Let's start with that.

[0:08:19.4] DG: At first, the results were suffering, because I was feeling guilty, and so I was working through the kinks. Overall, no. I ended up making the most money I'd ever made in my life that year that I had worked the least and I've been able to maintain and sustain that.

[0:08:35.3] MB: That's really interesting. I mean, I've heard many stories like that. The next piece that I always think about and this is honestly my own internal dialogue that I think about a lot too, which is let’s say you can be that productive on three days a week, what about if you just worked all five days a week at that level of productivity and then got exponentially more results? How do you think about that balance and when to stop and versus when to keep pushing it?

[0:09:00.1] DG: I've thought about that and I think that the reason why I've gotten more done with less time is because of the self-care that it has allowed me to do that I wasn't allowing myself to do before. Before when I was working 80 hours a week, just because I was grinding at 80 hours a week, doesn't mean I was doing 80 hours’ worth of quality work. When you're exhausted and you're staring at the computer, you make a lot of mistakes, or you're not solving problems from the purview of having a clear head and making good decisions.

I was making bad decisions when I was working all the time. You make mistakes, or you're not thinking clearly, you make bad decisions. What I found was that it's like allowing space between the notes. When you give yourself the space, have some thinking time – on my freedom days, which is what I call those Tuesdays and Thursdays when I'm not traveling, the days that I'm not working in the trenches of the company, I solve problems in the company that I'm not even trying to solve.

If I'm out hanging out with friends, or visiting my mom, or just doing whatever makes me happy, I can't tell you how many times I've solved some of the biggest problems when I wasn't trying to. I'm sure you've experienced that before too in all your companies.

[0:10:02.6] MB: Yeah, absolutely. There's actually some really interesting neuroscience around that whole idea of they call it creative incubation in the science research, but basically this idea of feeding information into your subconscious and then consciously focusing on something completely different. Then when you're away, you often have these breakthrough insights.

[0:10:19.4] DG: Right. The more I gave myself the space, the more I realized that was a much needed space in order to be actually more effective as an entrepreneur. Don't get me wrong, with the way I have my schedule structured now to run my three companies three days a week, it's like when you're about to go on vacation and that's where actually the name of my company The Vacation Effect was born. It's like, how you're super productive right before you go on vacation, when you get a month's worth of work done in the two days before you leave. I’m sure most people have experienced that.

It's like, why is that? It's because you're forcing yourself to focus on the critical few thing, the things that really matter that have to be handled because you're going to be gone and you magically figure out how to get it done faster. Now in my three-day a week schedule, it's like I'm doing that every single week of my life. I'm forcing that – I call it forced hyper efficiency into my schedule, where I'm like, okay, I'm not available tomorrow to work on it. I literally write the day off where I'm not allowed to work in the trenches of the company, unless it's a true emergency. That's very rarely and maybe once a month is there a true emergency that would justify that and it's for two hours or something.

What happens though is that if you give yourself permission to say, “You know what? That day is no longer available.” It's amazing when you do that, what else you have to figure out and you have to focus on what really matters. You have to get rid of a lot of stuff. That's why I say grow by subtraction. You have to figure out how to eliminate all the shit that wasn't going to produce results anyway.

[0:11:35.6] AF: Denise, I wanted to jump in here, because I'm hoping you can help me with something personally. This sounds great, having a full Tuesday, Thursday for freedom time. As someone who really – I don't have really a set schedule, or a certain amount of vacation time, but I really find when I do make this time, it's really hard to stay present, right? Because I'll glance at my inbox and all of a sudden, I go down this huge hole that pulls me out of the time that I'm supposed to be spending with my family or friends are doing something else. I'm curious, how do you remain fully present on those freedom days when you're not working on a day where 99% of everyone else is?

[0:12:13.9] DG: Yeah. I just don't open my e-mail. Actually, that's not easy to do. It takes some training. I close the e-mail app. On my freedom days, I try not to even boot up my computer, unless I need to because I'm writing a book, or I'm doing something fun online, which sometimes I'll do that on a freedom day.

For me, a lot of times I might be working on starting a new company or researching something that's totally fun that I never would have time to do. My only rule for myself is just that it be something fun and that it's not in the trenches of the company. It doesn't mean it can't be something that others would deem work, but to me it's just pure joy. Does that make sense? To answer your question, it's just a matter of not going there. That takes some practice.

[0:12:53.9] AF: Yeah. I think just to clarify there, so what you said an hour resonates with me is there are definitely tasks that are “work,” but that I just enjoy doing, right? There are also things that I could probably delegate, but I don't because they're fun to me. They let me do something that I may not be an expert at, but I can tinker and learn a little bit. Just summarize, I guess what I hear you saying is it is okay to do those things that maybe work, as long as you're enjoying them and they're part of that freedom day.

[0:13:25.7] DG: Yeah. For me as an entrepreneur and I know a lot of your listeners are not entrepreneurs, so me as an entrepreneur, that's my criteria is I just don't want it to be in the trenches of the company. I want it to be something that lets me work on the company, or myself, or my family, or whatever makes me happy. Like, what can I do today that really lights me up? Because if I don't get myself the time to do it, it's not going to happen. It's going to be one of those someday maybes as I call them.

Yeah, so that's the distinction that I make. Some people might call it work, but I don't. It's pure love, pure joy of the stuff that I do. I just try to make sure it's not in the trenches of the company, because then you get sucked into that rabbit hole that you're talking about.

For those people listening that are not entrepreneurs, you can also apply the principles of this within your own job, with your boss and in your team. One example is if you can show your boss that you get as much done in three days as you used to in six, you can negotiate things. You can say to your boss like, “Hey, what if I work remotely which some people are doing that more and more now for a variety of reasons.” What if you would negotiate a way to work from home and then you say, “If I can show you that I can do X, Y and Z and get this result, can I have a four-day work week?” Or whatever the case is that you're looking for.

You can totally negotiate that. I did when I was an employee. I negotiated that as a young software developer back before I became an entrepreneur. I totally negotiated it. It was the beginnings of my first test into this world.

[0:14:45.3] AF: It's so funny too. We had an interview a number of years ago with a gentleman by the name of Chris Voss. He was saying some of his wisdom was everything in life is a negotiation. He obviously takes it really far. You can go to Starbucks. There are stories out there of people getting their latte at Starbucks half off, just for asking for it, right?

I do think it's funny what you said. I mean, I've experienced that as well in a past life. It almost seems like I worked a Fortune 50 company and it was very rigid. I mean, vacation time was monitored very strictly. If you weren't in the office by 8:00, if you were gone for lunch for more than 45 minutes, if you left any time before 5:00, it was all being watched.

There was this group of three people there who would get in at 4:00 in the morning, but they'd be able to leave 1:00. Or they'd have just – they wouldn't be in the office for a number of days. Then finally, I would ask, Anthony, my boss at the time. I was like, “Hey, where's Mark?” He’d be like, “Well, you know, Mark's been here and he's demonstrated the fact that he can work from home and get just as much done, so we don't really monitor his time.” For me, it blew my mind and it was like, “Well, how do I get there?”

The issue was then I went back to my cubicle and I would socialize this and I was like, “Do you guys know that you could do this?” Everybody was like, “Oh, that's not true. There's no way.” Just because it wasn't an option that was readily presented, they didn't really rise to the level of action, or the challenge to demonstrate that they could actually handle what it was that they wanted, because everyone complained about being there, but no one really worked hard enough to say like, “I can do this on a beach. Give me a shot.”

[0:16:15.5] DG: Right, exactly. That's exactly what I did. This was over 20 years ago, back when nobody was doing this whole work-from-home thing. Internet wasn't that great. I just made myself so valuable to them that I made it where they couldn't say no. That's people don't realize you can absolutely negotiate that. Chris Voss of course is a master negotiating teacher, so that's cool that he shared that with you guys.

The other part of the story though is I don't want everybody to think that you just magically reduce your schedule and everything just magically falls into place. There's more that actually has to be put into place in order to make it sustainable, at least it was for me as an entrepreneur. The forced type or efficiency part where you limit the amount of time that you're willing to spend, that helps you focus on what really matters, but the way you sustain it is also by putting into place other things, like being smarter, being effective in how you actually use your time, goal-setting in a way that when you are working in the company, you're working on the right things, delegating better to your team if you're a supervisor or an entrepreneur, having standard operating procedures, so that you can clone your knowledge where other people can do it without you having to be the one doing it. There's different little pieces to the puzzle that then make it to where you can make that schedule permanent. Does that make sense?

[0:17:28.5] MB: That's great. I want to dig into forced hyper efficiency and some of those other strategies. Before we get into some of the tactical stuff, I want to come back to the guilt. Because to me, that is one of the biggest barriers to anyone taking a step like this, or even if you have control over your time and your schedule, often that's what really ropes you back into grinding and hustling, pushing working really hard. How do you overcome all of the guilt and all of that baggage associated with the being addicted to work?

[0:18:00.3] DG: Yeah. First of all, Matt, that's a great question, because it was the biggest obstacle for me to overcome and every single entrepreneurial client that I've worked with that I've had to help them overcome. That is the one thing they all had in common was getting past the guilt.

We have this culture in North America. For example, we idolize the people who grind all the time, as you mentioned the word grind. It's we got the Gary Vs and the late Steve Jobs and Elon Musk and those guys. Elon Musk had this tweet back and it was November of I think was 2019. He's like, nobody ever changed the world on 40 hours a week. That's an example. I have respect Mr. Musk for all the cool stuff that he's done in the technology and whatnot. That attitude is why entrepreneurs feel guilty to answer your question.

It's so ingrained in our culture. Workaholism has become the respected form of addiction. It's a badge of honor, if you don't take your vacation time and some badge of honor who worked the most hours and that's just messed up. That's why we've got this deep subconscious belief that we're less than if we're not working all the time.

The way I dealt with it and that I've helped my clients deal with it is to catch myself. I do it less and less now that I've just given myself permission to let the guilt go. At first, I had to just acknowledge when it was happening. When I'd have that tendency to, Austin, your point about picking the resistance to pick up the phone on a free day, I just have to be like, “Wait a minute. Should I feel guilty if I can get as much done in three days as I used to in six? Is there logically anything to feel guilty about?” Of course, logically the answer is no.

I have to remind myself of that question over and over again. Then of course, you got to actually take the steps that it takes to pull that off, right? It's not just saying it. You got to actually learn to be effective in those three days as you used to in six, or whatever your version of that is, that for those who may be listening, you can have any variation of that that you want. That's just my example.

The first step is to acknowledge that the guilt is there. Then the second step is to say, is this really true? Once you say, “No, this really isn't true,” then you can start taking steps to dismiss it and give yourself permission to say, “You know what? That's bullshit. I'm going to call bullshit on myself and say I'm going to take this freedom day without guilt, but I'm going to honor it by the next day at work, I'm going to prove that I did get a lot done and the results were there.” It's a deal I make with myself to get over it, if that makes sense.

[0:20:16.0] MB: Yeah, that's interesting. I like the idea of almost using it as fuel when you come back to work and saying, “Okay, now I really have to justify the fact that I took yesterday off.”

[0:20:26.0] DG: Right. That's how my recovering workaholic mind get around the guilt is like, “No, no. Logically, if I get as much done, there's nothing to feel guilty about. I'm going to give myself that wonderful freedom day and I take that wonderful freedom day and I have it.” I have great time and then I'm back to work refreshed and you know what? It's funny how I'm like, “Okay, I'm ready to rock and roll.” Then I focus on, “Okay, what do I need to do today that is going to produce the results?”

I know I got tomorrow as another freedom day. Man, I better produce today because I'm not going to be working tomorrow. It's just interestingly motivating. It's like lighting a match and knowing you're going to have to get out of the room quickly, because it's about to be on fire. It really does help instill that force type or efficiency.

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[0:22:50.1] MB: Let's dig into that. Tell me a little bit more about the concept of forced hyper efficiency and how we can start applying it.

[0:22:57.8] DG: Forced hyper efficiency is where you put circumstances around yourself that forces you to focus on what really matters and ignore the stuff that doesn't. That's what I would define it as. Then so one example of how you can do that is using a timer. A lot of times when I am doing a task on one of the days I'm working in the trenches of the company, I'll set a timer for half of what I think the task is going to take. Let's say I think it's a 30-minute activity, I'll set the timer for 15 minutes knowing that it's a 30-minute task.

What's interesting is there's this little clock ticking, I actually use a timer that's not my iPhone timer, because that way I'm not looking at text messages or something that's coming in. I use one of those just battery-operated timers and I watch it clicking down. What's interesting though is even though I don't normally complete the task, in this example the 15 minutes, I usually complete it in less time than 30 than I originally intended.

Maybe I get that 30-minute task done in 20 or 25, because the timer was clicking. If it weren't, I would have taken 30 or longer. Isn't that interesting? I encourage everybody listening to try this out for themselves. There's something magical going on in our brain when we set this timer there for half the amount of time we think it's going to take. It's like, our brain magically figures out how to get it done faster. Even though I have to hit reset on the timer and I let it continue, when I continue it, I don't continue it for another 15. I only continue it for 3 or 5 minutes. Does that make sense? I'm psyching my brain out when I'm doing it. This is a little game I play with myself.

[0:24:25.6] MB: Yeah, that's a great tip. In many ways, both really comes to the concept of Parkinson's Law, which I want to explore a little bit more. Also, just demonstrates that there's so much dead time, so much wasted effort, so many times where we just get distracted or spend 5 minutes doing this, or 2 minutes, or we get up and walk around or whatever. When you create those really powerful constraints and guidelines, you force yourself to create the results much more quickly without wasting any time.

[0:24:56.2] DG: Exactly. You're right about Parkinson's Law, the idea that the time that it takes you to finish a project fills to expand however long you allocated for the project. If I give myself 30 minutes, well guess what? It's going to take 30 minutes. If I give myself 15, knowing its a 30-minute task, somehow my brain magically figures out how to get it done in just a little over 15 minutes. I can't explain why it happens. I just know that that's what happens to me. It's this intense focus that I think what you said, Matt, is true. We don't goof around when we know the clock is ticking.

We don't get up and take the break or do whatever. We're like, “Okay. I'm just going to focus here for 15 minutes and knock this out. I may only need 3 or 4 minutes after that to get it done. Okay, great. I'm done. Now I can take that break.” I give myself rewards too when I meet different milestones. I think that's important as well. To me, my reward is having the freedom days every week. It's like, “All right, I'm going to be really focused and get this stuff done and by God, I'm going to reward myself with those to freedom days.”

[0:25:47.0] MB: Yeah, that's great. It's funny, I literally had an experience earlier today where I had a call coming up and I had just under 20 minutes to knock out a task that I thought would probably take me – I didn't actually set a timer. I didn't even think about this concept, but I wanted to knock this out, because if I didn't do it then, then I would be busy the rest of the day and it was really important task that I wanted to try to knock out before I got stuck on a series of conference calls.

I somehow, like one minute before the call started, I was hitting send on the last e-mail to knock that out. I guess, just a personal experience that really tied in exactly with what you're talking about.

[0:26:20.5] DG: Yeah, and how did that make you feel? You're like, “Man, I just pulled that off.” You probably thought it was going to take you 40 minutes or an hour or something.

[0:26:26.8] MB: It would have taken me an hour if I had sat down and said that I needed to do it, because I would have been really overthinking it and double-checking everything. I was just like, “I got to get these e-mails out.” Bang, bang. Just hitting send. Okay, if there's a typo or whatever, it doesn't really matter at the end of the day.

[0:26:40.2] DG: See, that's the thing. So much of the stuff we waste countless hours on doesn't even matter. That's key what you just said there. That's what I love about forced hyper efficiency. Don't get me wrong, I'm not saying to become shitty quality. That's not what I'm talking about. I pride good quality work when it matters, but there are many times when it really doesn't matter.

When it matters, I'll prove something three times. When it doesn't matter, we don't need to overanalyze this stuff as much as we do. If there's one little typo, it really doesn't matter. Unless it's a legal complaint, or a bank transaction, a little typo doesn't usually matter that much where you don't need to prove it six times.

[0:27:16.2] AF: Denise, one thing I was noticing in some of the research that grabbed me a little bit and I think just based on the conversation I've gathered this, but what's a someday maybe?

[0:27:24.5] DG: Yeah. To me, a someday maybe is all that stuff that you tell yourself. We've all done this before. Someday when I have more time, I'm going to travel more. Someday when I have more money, I'm going to donate more money to charity; all those some days that you're going to get around to when this other thing happens.

To me, I call those the someday maybes. It's either give yourself permission to bring them into now, because you're either going to wait till retirement when you don't have the money to do it, or you're too sick or old to even do it anyway. Why not find a way to bring them into the now in some fashion? Even if it's not in the way you've dreamed of. There's always a way to bring some version of that thing that would make you happy. A someday maybe is just delayed gratification that you're delaying for no good reason.

[0:28:10.8] AF: One key thing you just touched on there that I think is really important is you said, you bring these things in into the present, but maybe not in the way you dreamed. If I have this goal of something that I want to accomplish that I've been putting off and then when I do have a little free time like, “Man, I need to get around to that.” I know that the way that I've envisioned it, the way that I've dreamed would involve too much work, or too much time that I don't have right now to do.

When you would look at pulling a someday maybe into the present, how do you sit down and think about different ways to approach it that might not be the standard 1, 2, 3 that you would previously envisioned?

[0:28:44.9] DG: Yeah. That's a great question. A simple example is like, what if somebody wanted to be a master guitarist, right? You're not going to become a master guitarist overnight. What are you going to do? You're going to learn to play the first note. Guess what? You could book yourself an online class to learning how to pick up the guitar and play a few notes, play a basic song. That's an example of we're chunking it down. Maybe your goal is to travel the world on some three-month long cruise that touches every continent.

Well, guess what? Whatever your resources are now, let's say you could only afford to do a weekend getaway to somewhere in your own country to where you could then go see this performance of somebody talking about traveling the world, where you could then plan out more what do I want those countries to look like, which stops what I take? It just brings joy. The act of pursuing something that you have always dreamed of, even the planning of it brings you immense joy when you don't even realize it.

[0:29:35.8] AF: I think that's so true. I think a meta point in there is really breaking things down bite-sized actions, right? You don't have to be on stage with Mick Jagger shredding the guitar in a month. Taking those little steps brings the joy of pursuing that long-term goal into the present. You enjoy doing it, but at the same time it's a stepping stone and thus knocking out one of the steps towards that big dream.

[0:30:00.1] DG: That's so true. What you just said is perfect. Part of what people don't realize, the joy comes from the journey of getting to the thing, not from arriving at the thing. The joy comes from actually the journey of getting there. You'll get as much joy from planning the trip as you do from actually going on the trip. At least I do. For most people, that's true. The journey of taking the lessons and becoming better at guitar or whatever the thing is. Is there one you've always been telling yourself that you want to dissect?

[0:30:27.6] AF: I think it's interesting too. Before, I've got a number of dreams and things up in my head. Something you touched on I want to make sure we highlight real quick is that if you don't enjoy the journey, then it's probably not something you actually want, right? I mean, I have friends who went out into LA for two years, three years after college. They went out and they were wanting to become actresses and actors, but they hated auditioning. They just didn't want to do it.

Looking on the outside in, I was like, “Well, maybe that's not what you actually want.” I think, we really need to take some time to evaluate these goals of who we see ourselves as and say, is that really an honest depiction of what I really want? Everyone wants to be sitting on the red carpet, going up and accepting an award and get all this praise and recognition, but you don't see the down times. You don't see messing up on stage, forgetting your lines, standing on stage in front of thousands of people and blanking at the teleprompter. 

If you can't find the joy in the struggle, then you probably not only don't deserve the dream, but you probably wouldn't even like it when you got there, because you'd be so stressed out from the energy expended getting there.

[0:31:37.7] DG: Yeah, I think that's a key point that you just highlighted. That's why one of the things that I work with my clients and as I mentioned, either give yourself permission to let them go, because you're just lying to yourself. You aren't going to enjoy it anyway and you're never going to get around to it. Or bring it into the now. If you're really serious about it, bring it into the now in some way.

I'll give you a quick example that everybody can understand. I used to always have a someday maybe. I said, “Someday, maybe I'll learn how to be a great cook.” I can cook a basic recipe, but I don't enjoy it and I've never gotten – I just don't do it. I hire a chef, or my husband will cook, or we’ll warm something up in the microwave or the oven. Gourmet cooking, I'd always said that someday, maybe I'll get around to that.

Once I really realized it and I analyzed it to the point you were just making, I realize, you know what? I don't ever want to be a gourmet cook. If I'm really honest with myself, I like cooking for the holidays with my family, making cookies and the active – that's more the family thing and just doing it for fun. I gave myself permission to mark that one off the list and say, “You know what? I'm going to let it go. I no longer have that someday maybe of wanting to be a gourmet cook.” I just choose to cook whenever it makes me happy. That was what I gave myself permission.

[0:32:42.6] AF: Yeah. It's like the idea of being able to cook up this incredible Southern Living incredible spread that’s great. Then when you're there, you're like, “Man, it's hot in here. I don't want to deal with this right now.”

[0:32:52.6] DG: I don’t want to do these dishes. I mean, this is a lot of work. I don't want to do the grocery shopping that goes with it. Just send me the stuff.

[0:32:58.7] AF: Something else while we're on this train, I was in the research we were looking through, there's something that I've really, really struggled with in the past and I'm really hoping you can help me work out. Are you game to maybe help me with something?

[0:33:09.4] DG: Sure. Let's do it.

[0:33:11.4] AF: You talk about life, purpose and power words. This is something that I have personally struggled with a number of times, is to sit down and map out my life purpose. I think a subset of my life purpose is core values, do's and don'ts. All the experts we've interviewed, I mean, I think it's come up many, many times. Your decision-making even becomes less stressful, or less tiresome when you have this list of values and purpose. Then any decision you have to make, you can say, “Does this align, or does this conflict with my life purpose and my life values?” It's an easy answer, right?

I find myself sitting down and I'm looking at a blank page and I'm – I've tried to do it in the morning. I've tried to do it at night, I've tried to do it in all manner of different moods. I find that I can do it and I can sit down and I can write it, but I have a really hard time sticking to it. I feel as though there'll be a season and I'll grow out of that season, or an opportunity will come up that maybe doesn't directly conflict with my values, but maybe isn't super aligned and I'll run with that.

I'm just curious, based on your work and your life purpose and how you came to discover what that is, maybe you can help me craft how I can best put together my life purpose and my mission statement.

[0:34:29.6] DG: That's a great question. I love talking about that, because I'm on a mission to help people have a framework that they can use to really make that easy for them to implement in their lives, because the big thing for me is I was always struggling with the whole life purpose thing and I researched everybody's definition of life purpose. I finally came to something that felt good to me. Some of your listeners I think well I really love this. If you don't love what I have to say, that's okay too. If you have a religious or other belief where you disagree with me, that's totally cool. Take the part you love and ignore the part you don't.

I believe your life purpose, you're going to love this, it's really simple, is simply to live in joy. I believe God put us on this planet and the way that we live in joy is when we are the happiest when we're doing the things that we're best at and that we would do whether anybody paid us or not.

I'll give you an example to answer your question on how this applies to me and how it can apply to other people. What I recommend people do in my life purpose framework is that they identify what are the top three things you love doing whether anybody pays you or not? It's independent of any company. For me, mine are I love learning new things, I love problem-solving/simplifying the complicated, because those are two sides of the same coin and then I love helping others. I do that in all three of my companies. I recommend people pick what are the three things you love doing.

It doesn't have to be three. I just recommend three. It's easier to name it with the power word and to use this framework if you have just three of them. What I then recommend is once you identify those three things that you love doing that are agnostic to any business or job and it's just what is it I love doing, whether anybody pays me or not? Then what's one word? I call it a power word, that I can give that as a name, so that I can just remember what those three bullets are by just thinking of that one word. For me, my power word is amplifier, because what does amplifier do? It's a piece of equipment that takes in a bunch of noise, which for me is learning new things and it does some stuff to that noise and outputs something beautiful.

To me, an amplifier symbolizes learning new things, when it transmits the stuff and outputs something beautiful, it's simplifying and problem-solving. Then others are enjoying this beautiful output of it, that's helping others. To me, that word encompasses all three of those.

Now that I have my power word, I can be like, anytime I have one of my companies or I have a new opportunity or a decision I'm being asked to make, I can ask myself, does this let me be an amplifier? Does this let me problem-solve, simplify, help others, or learn new things? If not, then it answer is either no, we're not going to do it as a company, or is there somebody else on the team that this is their jam, that they, I should let them take on? Does that make sense? That's the big picture of how I go about that.

[0:37:05.7] AF: Yeah, that makes a ton of sense. Amplify is such a great – when I'm sitting, you're trying to think of mine, I'm like, I can't 1 up amplify.” That’s pretty good. I love the piece too about how finding someone else that is one of their three things, if it's not one of yours. Because I think that that's where our ego can come into play a lot of times, is I might be able to do something and I might want – at times, I might want credit for it. I might want to sit down and figure it out.

The whole time, I'm thinking about other things I got to do. You'll soldier on, because ego drives me at times to do things that maybe could be outsourced and done more efficiently, more quickly and ultimately better, but I want to do them myself. I think a key piece of that among many key pieces is if it's not one of your three things, if it doesn't allow you to be an amplifier, someone else chances are it does allow them to enact their power word and it is one of their top three things. Even if you think it's something that you hate and how could any human being on the planet earth love doing this? I guarantee you, there's someone that loves doing it.

[0:38:02.3] DG: Right. Then the real question is are they on my team and do I want to let the company do it or not? If there's somebody on my team, I'll let the company do it, right? If not, it's like, you know what? The company just needs to say no to this, or maybe it's a new team member we need to bring on to do this great thing.

[0:38:15.9] AF: I want to backtrack a little bit though. This is pretty buttoned-up, right? I mean, I like this framework. I'm sitting here taking notes. It's the top three things you would love to do if you're being paid or not. Find a power word that really exemplifies who you are and what these three things allow you to do. Where'd you find that, or how did you come up with that? It seems very buttoned up and it seems very efficient. I mean, that you've even got my gears grinding right now. What was the process of you coming up with these three things you would love to do? I mean, how did you bucket something so big and undefined, there's a life purpose down to what was I think two and a half minutes of explanation?

[0:38:51.0] DG: I just literally was not happy with any other answer that anyone else had ever given me, all these convoluted answers about your purposes to solve world hunger or whatever, that you've got some predestined thing of what it's supposed to be. If you don't, you failed in life. I just kept praying and meditating on it. I just got the answer one day in one of my meditations. I think you're getting a sense here that I like to meditate and get clarity.

When I give myself space to do that, it's amazing the insights I get. I just got the answer is just be happy. It goes back to that meditation retreat that I was talking about when I went there with the purpose of saying, “Hey, how can I have the schedule I've always wanted?” Then the answer that I got was all you have to do is make today what you want tomorrow to be. To me, I think that was the first insight I got into the whole be happy thing, because if you think about it, isn't that really saying, be happy today?

I think that was the first glimpse I got into coming to this be happy conclusion. Then, well how is it that I can be happy? I'm happiest when I'm doing these things that I enjoy doing, no matter what. We've all heard the exercises of what would you do whether anyone paid you or not. Just put that together with my idea of being happy and that what if I gave that a word? There are other people that talk about giving it a word that I hadn't even heard them talking about it. I didn't get the idea from them, but they've also come to the same conclusion. It's really cool that as collective consciousness, we're all starting to come to these conclusions and have ways of articulating it. I just want to help as many people as I can with the idea.

[0:40:14.4] MB: Well, it's such a great insight to the clarity that you create when you give yourself space and you step back. You've shared that was at least the second or third example of just how you can create these really novel breakthrough insights when you actually create some space in your life.

Funnily enough, I thought that was a great question as well. I literally made a note to myself to journal about this tomorrow morning, because I want to ask the same question to myself and figure out, are there some answers, are there some things that would come out of that thought exercise that could be really helpful for me?

The truth is, maybe nothing comes out of that journaling exercise, or maybe something really awesome comes out of it. Taking 15 minutes or 20 minutes and journaling on it is a very low-risk, high-reward way to potentially reap some fantastic benefits out of a really simple thought exercise.

[0:41:01.8] DG: Exactly. You might ask the question tomorrow and you might not get the answer, but your brain will still be noodling on it. It'll come to you at some point in the near future when you're not even trying to answer it. You might get it tomorrow too, so I don't want to say you won't. You know what I mean? Once we plant these questions to ourselves, we may not get the immediate answer right then. Sometimes I do, sometimes I don't.

I've been asking myself that meditation question forever and I never got the answer. When I went there and went there with the intention of I'm going to this whole 3-day event with the intention of solving this question, guess what? I got the answer when I gave myself the space to get it.

[0:41:33.4] MB: I mean, there are questions that I've wrestled with for years and years and years and slowly iterated and found pathways and eventually, had some breakthrough insights around. It's definitely something that you may not get a total breakthrough day one, but you might. The practice of creating that space and having the ability in your life to step back even just a little bit and say, “Okay, what's really important? What am I really good at? Where should I be spending my time?” Asking these deliberative, contemplative questions as opposed to just being in the trenches 24/7, jumping into battle every day without even thinking about why you're doing it, or what you're doing, or what you're working towards, or whether or not you're happy. That's the reality and that's what most people are doing.

Take the seasons, take the opportunities and maybe even in today's environment, it could be a great time to really step back and start to think about how can I create a little bit of space to figure out what matters.

[0:42:25.9] DG: Absolutely. It can be so life-changing. The other part of that too is to always even when tough times happen, when the ebbs and flows of life always happen, another thing that was transformative in my life was just I've always had this uncanny way of saying, how can I make this obstacle one of the best things to ever happen to me? I did that after my house fire. The lessons I learned from it were one of the best things that ever happened to me, probably the best thing that's ever happened to me.

It's like, I also encourage everybody listening to any obstacle you have thrown your way that's big and you're like, “Oh, my gosh. This is gut-wrenching.” Ask yourself and say, “How can I make this the best thing that ever happened to me?” If you keep asking your subconscious that question? You'll find it even when you don't think it's there. Might not come immediately like we were talking about with the journaling, but if you look for it, you can find that golden nugget of how to reinvent yourself, or how to overcome that obstacle.

[0:43:14.9] MB: I mean, the elephant the room, we'll go ahead and just talk about it for a second, which is as we record this and probably when we air this that maybe not for the listeners in the future that are going to be digesting this, we're in the midst of the coronavirus lockdown. One of the things I have three or four little personal projects that are just fitness goals, nutrition goals, I mean, I'm planning on emerging from this thing healthier, happier, in better shape than I've ever been in my entire life and trying to use every little edge and every opportunity I can get from the constraints that have been created by this quarantine to emerge better than I went into it.

[0:43:49.1] DG: Exactly. If you keep asking yourself, “How can I make this the best thing that ever happened to me?” Your answer is you'll keep getting is all right, go work out right now, Matt. Go do this and go do that. You're like, “Okay, I'm going to do that,” because you'll feel that pull to do it. I felt the pull to keep making these changes, because I asked myself that question.

I wonder whether I had been led to go to that meditation retreat, whether I'd been led to always be doing experiments in my life, whether I'd be doing all these different things if I didn't keep asking that question to myself. I think that's a key question to implant in your psyche is how can I this obstacle one of the greatest things to ever happen to me? Because your brain will look for the answer.

[0:44:23.3] MB: Yeah, I love that question. That's another great one that I think we could put in the repertoire for people to think about, journal about and implement your lives as well.

[0:44:32.1] DG: Definitely.

[0:44:33.1] AF: Who in your life has had the biggest impact on the way you think and your work in general? It's someone who's maybe outside of your current circle or network. Whose work or whose advice, or whose content that you might not interact with personally has had the biggest impact on you?

[0:44:51.4] DG: There were people that were coming to my mind that are people that I've all personally talked with. I'm trying to think of an example of you're talking about thought leaders, or people that maybe I haven't personally met?

[0:45:01.0] AF: For instance, there's a lot of folks, like depending on what challenge I'm faced with in my research on solving that problem, I'll find an author, or I'll find someone on YouTube. I'll just completely digest everything that they put out. Oftentimes, it's like a phase, but I'll come out of that with three or four things that just completely change the way that I approach everything. I guess at the heart of the question, it's like, who would you look up to that you maybe haven't had the chance to interact with?

[0:45:30.5] DG: Yeah, that's a great question. I'm inspired and I look up to people like Bill Gates. I grew up being a Microsoft engineer, so I always admired Bill Gates and the things that he's done and his philanthropy in the world in trying to solve the bigger problem. That's an example of someone I admire and going from changing the world with his software to now working, just change the world with the money that he generated from the software. That's one example of someone who I follow.

He says so many amazing things, even to this day when he comments on different problems in the world. I just really admire his position on those things. There's some different authors of books that have been transformative in my life. I don't know if that's part of what you're referring to too. There's a couple books that are just wow, that was just so brilliant. I think of it every time I think of certain things in my life.

[0:46:16.1] AF: Name some of those books for us. That'd be great.

[0:46:18.7] DG: Okay. I talked about I was the workaholic who had my house fire, it's like saving the unhappy millionaire. There it was. The Unhappy Millionaire as it was all going up in flames. I'm going to do a new book on that in the future, like Saving the Unhappy Millionaire or something like that.

[0:46:32.5] AF: I like that. That’s a great title.

[0:46:33.7] DG: Robin Sharma's book, The Monk Who Sold His Ferrari, is actually about a workaholic lawyer, one of my companies is a law firm.

[0:46:39.4] AF: Ding, ding, ding.

[0:46:40.2] DG: Yeah, exactly. That one really resonated with me. Even if you're not a lawyer, The Monk Who Sold His Ferrari is this great set of principles around discovering that what really matters in life is not all the money that you make and all the things that you do, but it's about being happy. He doesn't say it in those words, but the essence of the story is all about having time for yourself and for self-care. It's the best self-help summary in the form of a parable that I've ever seen in any one book. Yeah, the monk who is by Robin Sharma, The Monk Who Sold His Ferrari.

It's a brilliant story that sucks you into the story, but it's got a great summary of all the greatest thought leaders and self-improvement things, you've heard over the years all summarized into one parable that you can remember. I just love it. It's a great story. If you buy the audio version, you'll listen to the whole thing from start to finish, because it just sucks you in.

[0:47:28.7] AF: Yeah. I'm always looking for a nice audio book to listen to during [inaudible 0:47:32.5]. One last thing and I think we would be doing a huge disservice, not only to ourselves, but to the audience if we didn't ask, what's the name of this meditation retreat you went on?

[0:47:43.2] DG: It was actually a meditation retreat that a guy named Jesse Elder held. Jesse E-L-D-E-R. I think he called it prime light meditation. I don't even know if he does these retreats anymore, but Jesse is just a really interesting guy that taught me how to be better at meditation. He was doing those retreats.

There was only eight of us that were there and it was a really small group, intimate setting. He just curated a really cool environment. Thank you Jesse if you happen to listen to this. It was awesome.

[0:48:10.1] MB: We'll throw all that stuff in the show notes for listeners who want to check that out. That book sounds really interesting as well. For listeners who want to take action and start to concretely implement something that we've talked about today, what would be one action item, or action step that you would give them to begin their own journey of living a life of purpose and happiness?

[0:48:30.2] DG: I would recommend that they do that life purpose exercise that we talked about, of brainstorming on those three things that really bring them joy no matter what, whether they get paid or not and trying to come up with a power word that summarizes that one word. I actually heard the word amplifier from Jesse Elder, not at that event, but a different event of his that I went to. He made the comment, “I'm an amplifier.” I'm like, “Oh, my gosh.” That gave me goosebumps.

When you hear the right word that somebody else says, or that you read in a dictionary, or wherever, it may give you goosebumps, it may not. In my case, it did. He was just talking about himself in a sentence and I'm like, “Holy cow. That's really cool.” That was how I found my word. My original word was something else. I forget what it was, but I iterated on it for a while and it wasn't the right word.

My advice to answer your question is do that exercise and come up with a power word 1.0 that really summarizes your life purpose and keep iterating on it until you find a power word that really lights you up. Use it in your daily life to help you make decisions on, am I going to take on this for the company or for myself or not? Is it in alignment with my life purpose, or somebody else's that might be on my team?

[0:49:30.2] MB: Denise, where can listeners find you and your work online?

[0:49:34.1] DG: Yeah, so the best websites to find me are my company vacationeffect.com. That’s effect with an E. Also denisegosnell.com. They can find everything on vacationeffect.com. Those that are entrepreneurs, I've got the most resources there for entrepreneurs. They can learn about my book, my podcast and the other free resources that I have.

[0:49:52.7] MB: Well, thank you so much for coming on the show and sharing all these insights, some great stories and some really fascinating takeaways around how we can be happier and maybe more productive at the same time.

[0:50:03.5] DG: Thank you for a great conversation. I had a blast.

[0:50:06.5] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

April 30, 2020 /Lace Gilger
Focus & Productivity
Gabriella-van-Rij-04.png

Self Doubt & Feeling Like You Don’t Belong with Gabriella van Rij

April 23, 2020 by Lace Gilger in Influence & Communication, Emotional Intelligence

In this episode we share how to deal with self doubt and what to do if you don’t feel like you belong. We explore the power of kindness and how to build your kindness muscle and much more with our guest Gabriella van Rij. 

Gabriella van Rij is the founder of the #DaretobeKind movement, a kindness expert and a keynote speaker for leaders. Gabriella helps organizations tap into the power of kindness. She is the author of four books With All My Might, I Can Find My Might, Watch Your Delivery, and the soon to be released Kindness is a Choice. Gabriella has been seen by millions on Dr. Phil, ABC, CBS, NBC, and FOX.

  • From being dropped off at an orphanage at 8 days old.. adopted twice.. and finally 

  • The importance of belonging

  • We cannot see ourselves.. and we all experience self doubt 

  • Self doubt is a universal human experience

  • Ask anyone: Have you ever felt like you didn’t belong?

  • We’ve all felt like we didn’t belong at some point in our lives. 

  • Self doubt is like a disease, it sets in and eats away at you. 

  • How do we deal with feelings of self doubt, inadequacy, and exclusion?

  • You cannot be kind to anyone if you aren’t in a positive place yourself

  • Muscle of kindness is built when people are mean to you, not when they’re nice to you 

  • Be kind to all the rude people! 

  • We come from a place of defensiveness. 

  • You have to put on your own kindness oxygen mask first.

  • “When you are kind to someone, you grow an inch"

  • How can you pivot from a place of kindness to a place of anger and fear?

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Gabriella’s website

  • Gabriella’s LinkedIn, Twitter, and Facebook

Media

  • Gabriella’s Blog

  • [Documentary] Our Silence is Complicity (2014)

  • Article Directory on Huffpost, Medium,

  • PR Web - Gabriella van Rij’s New Book 'With All My Might' Teaches Readers How to Find Self-Acceptance in Spite of Adversity as Summer North American Book Tour Kicks Into High Gear

  • BBC News - “Why being kind could help you live longer” By Lauren Turner

  • Gabriella van Rij returns to #ConversationsLIVE w/ #DaretobeKind & more by Cyrus Webb

  • #30Seconds In-Depth: "Dare To Be Kind" Global Movement With Kindness Expert Gabriella van Rij! By Renee Herren

  • Gabriella’s Quora Profile

  • Daily News - “When a longing for belonging can lead to feeling like an outcast” By Gabriella Van Rij

  • New Living Magazine - “How to Get Rid of Fear-Based Communication” by Gabriella Van Rij

  • [Radio Interview] QC Uncut: Gabriella Van Rij (February 5th, 2019)

  • [Podcast] Crucial Talks -  Episode 102: Gabriella Van Rij.

  • [Podcast] The Kindness Podcast Episode 21: Gabriella van Rij

Videos

  • Gabriella’s YouTube Channel

    • Gabriella van Rij Professional Speaker - Tulare Union High School

    • Back to school anti-bullying - KRCG-TV, Channel 13, CBS - Gabriella van Rij

    • Adult Bullying - Eye to Eye CBS Milwaukee channel 58 - Gabriella van Rij

    • Gabriella van Rij - Conversations with Gloria Greer

    • Gabriella van Rij - Book Trailer - With All My Might

    • Dr. Phil Show Bullying Expert Gabriella Van Rij

  • Simo Benbachir - Simo BB Interviews Gabriella, the Pakistan-Born Founder of #DaretobeKind - a Global Movement

  • Living in Total Health - The Glen Alex Show: Gabriella Van Rij

Books

  • Kindness Is A Choice by Gabriella van Rij

  • With All My Might (English Version)  by Gabriella van Rij

  • I Can Find My Might  by Gabriella van Rij

  • Watch Your Delivery  by Gabriella van Rij

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[00:00:12] MB: Welcome to the Science of Success, the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over 100 countries. In this episode, we share how to deal with self-doubt and what to do if you feel like you don't belong. We explore the power of kindness and how to build your kindness muscle, as well as much more with our guest, Gabriella van Rij. 

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our email list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How to Create Time for What Matters Most in Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to succespodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you're on your phone right now, all you have to do is text the word smarter. That's S-M-A-R-T-E-R to the number 44222. 

What can videogames teach us about real life? In our previous episode, we explored the science behind the concept that we may be living in a simulation, looked at the hard problem of consciousness, explored the relationship between quantum physics and consciousness and much more with our previous guest, Rizwan Virk. Now, for our interview with Gabriella.

[00:01:38] MB: Gabriella Van Rij is the founder of the Dare To Be Kind Movement, a kindness expert, and a keynote speaker for leaders. Gabriella helps organizations tap into the power of kindness. She's the author of four books, With All My Might, I Can Find My Might, Watch Your Delivery, and the soon to be released Kindness Is a Choice. Gabriella has been seen by millions on Dr. Phil, ABC, CBS, NBC, Fox, and much more. 

Gabriella, welcome to the Science of Success. 

[00:02:05] GVR: Thank you, Matt, for having me. 

[00:02:07] MB: We’re so glad to have you on the show, and I'd love to start out the interview today with your story because your back story is so fascinating and in many ways really informs what you write about and speak about and teach today. I’d love to start with your story and your journey. 

[00:02:22] GVR: Okay. Well, my story, even though I don’t think it’s that interesting, to tell you the truth, because I guess I lived it, right? But it is interesting to most people because it's so different. I was born close to the Himalaya Mountains in Pakistan, which was back then probably India. I got born just after the split between India and Pakistan. Basically, my biological mother, that's what they think, she dropped me off at a Catholic orphanage at eight-days-old. I kind of empathize Catholic because that's where I got the name Gabriella, because a lot of people don't know where I got that name from, of course. 

I lived there for three years. I also got adopted there one time as a baby, and I really, really don't remember, by an American couple. I got – It didn't work out apparently, and I was given back. Then at the age of three, I was very lucky that other couple arose from Europe, from the Netherlands, and they adopted me at three years old. We won't go into all of that but what maybe is, for me, the most important part is this is where the story joins a universal emotion which is belonging. 

See, when I moved from the east to the west, I just learned all of a sudden that there was something wrong with me, right? I mean, I'm one of many in an orphanage and nobody told me that I was weird or that I look strange or that my skin color was different. I didn't really know, because nobody said anything. The moment I set foot in the west, I realized that there was something wrong with me. Not only my adopted parents reacted a little bit strange, the school. Everyone did, and I learned the Dutch language under a month, so that's really, really fast. Basically, kids picked on me, so I didn't really understand that belonging obviously as a toddler that that is universal emotion. 

What do you think about that? That belonging is universal when it touches all of us. 

[00:04:34] MB: Yeah. That’s so interesting, and I can see how that experience shaped all the things you you’ve written and taught about. Let’s dig into belonging because I think it’s such an important topic. In your mind, why do most people feel like they don't belong or why do so many people feel like they don’t belong?

[00:04:50] GVR: Well, I think, first of all, there's something really curious about all of us. Men and women, we cannot see ourselves. So when any of us wake up in the morning and we go brush our teeth and unfortunately there are mirrors everywhere in the bathroom, right? You can’t avoid them. So we pick at ourselves. We go, “Ugh, I got a zit here,” or, “I got this,” or, “I suddenly have a gray hair sprouting up,” or whatever it is. Men do this just as much as women. This is not just a woman thing, because people think but it’s not true. If we are not capable in seeing in the beauty of who we are and I mean beauty with everything, the in and the out, then it becomes very difficult to belong. Because the moment I meet someone and that person says to me, “Oh, you look a little bit strange, Gabriella,” or, “I hadn’t expected you to look like that or to sound like that,” that's when we start doubting ourselves. There is that little tiny seed that just was injected into you that says, “Maybe I'm not good enough.” It might not be bullying but it might just be enough to give you that self-doubt. 

I can tell you for one thing, once that self-doubt sets in and that’s at any age, Matt, that – I mean, you can be three. You can be two. Self-doubt is something that is the most horrible emotion I think that we can have, much more horrible than being sad or angry because self-doubt plays a little trick on us. If that self-doubt sets in, then belonging becomes a problem. I think for your viewers out there, anyone that is hearing this right now can honestly – I know if I could see you. You’ll honestly say, “Yeah, met too,” because there is one moment in your life anywhere that if you didn't feel that you belong to the group, whether that's at school, whether that's in a sports setting, whether that is within your work. 

I'm just going to take the example at the coffee machine, right? At work. Everyone stops at the coffee machine. They congregate, you say hi, you say what you did, and you feel that each time you arrived at the coffee machine that every single person stops talking. It’s silent and people always say, “Yeah, but I didn’t say anything.” But silence is complicity. Silence gives us that incredible doubt of, “Did I do something wrong? Is something wrong with my clothes? Oh, my gosh! They hate my hairstyle or there’s something off.” That’s what really, really happens. 

[00:07:46] MB: Yeah. That’s such a great point, this idea that really we think that it's our own unique experience but the self-doubt is really a universal human experience. 

[00:07:55] GVR: Yup. It’s so human, and we all have it. I mean, anyone. If you go out this afternoon and you ask anyone, “Have you ever not felt you belonged?” There’s people with incredibly happy stories, incredibly happy families that will say yes to you, because there is a moment that someone – I know this is not an English word but I’m going to use it anyway. Disincluded you. With other words, they for some reason didn't want to include you into the group and they excluded you. That was the word I was looking, not disinclude. They excluded you from the group. That's what happens when you speak too many languages. 

[00:08:35] MB: I’m jealous. 

[00:08:38] GVR: That is a big one. You know what I want to say to your reader, your listener right now? Think of when you say, “Oh, my people. When they did this, this, and this, it made me feel so awesome.” Think when you say that. If you can, please, please try to eradicate that from your vocabulary, the word my people, because it’s always at the exclusion of someone. The reason I’m going to say this to you is I’m going to make you laugh right now. I’m brown-skinned obviously because I was born in Asia. So if you think of it, I adopted obviously – My adoption country is Holland, so I’ve adopted the Dutch, who you all know are very tall, blonde, and blue-eyed, many of them. If I’m with them and they say my people, and let’s say that a few Americans and a few Germans and a few French are sitting there, they will go, “Yeah, but you’re not Dutch.” Do you see the danger of saying my people?

I always come from this aspect of always saying I have no country, no culture, and no mother tongue, and it gives me that incredible unique perspective to actually like everyone. When I meet you, I really meet you with an open visor, with an open mind that goes, “Hah, who are you?” Then it’s up to you who you want to be at that moment. If you want to be fun and engaging and if you are those things, then usually I like you in 50 seconds. Do you see what I mean? But if you start with my people, then we are at odds already because you're going to disinclude me. You’re going to exclude me from something. 

[00:10:31] MB: Yeah. It’s such an interesting point and it ties back into the whole idea of there are so many different ways, so many different categories, so many things that can cause us to experience self-doubt. We often think that it's something to do with us or it’s unique to our experience, but really it’s every single person at some time or another, regardless of your back story and regardless of your happiness, all of this stuff. You’ve had self-doubt, you felt excluded, and you felt left out at some point. 

[00:10:58] GVR: Yup, absolutely. That’s why it’s universal. Self-doubt is a little bit like a disease. It sets in and it eats away at you. It’s often not – I always say to people, it’s not what happened to me. It's not not knowing your biological parents that – Yes, it gets me sadness from time to time but it's not that in the end that gives you sadness. What gives you the sadness in the end is when you see people that have family treat them so badly. Then you kind of go, “Oh, my gosh! I wish I had one.” You kind of ache for that bond and that belonging and looking like someone saying, “Oh, my god! We have the same nose or the same type of timbre in our voice.” When you see that in the Western world, I'm always a little bit taken back because I go, “Wow! I just wish I had a sliver of what you have.” 

That brings me to why I do what I do, because I said to myself this belonging, this self-doubt that we go through is universal. It surpasses our gender. It surpasses our faith. It surpasses everything. It even surpasses fear if you think of it. It really, really connects us at a primal level. If that connects, how do we get rid of it? I'm one of those people that is passionate and I said, “Okay, if I want to help the world, what am I going to do?” The first thing I kind of went like most people is let’s go after hunger. Let’s help people to be successful. What can we do? Then I said to myself, “No, all of these things are categories. If I change a category, I will have some success but I will at a certain point just coast, right? I won't have any growth anymore, because people will not really change their minds internally.”

So what is it that I can bring to the world and to people everywhere that I meet to say, “How do I teach you something that should be inside of us, inside of all of us?” Then I went, “I’ve got it.” Kindness is innate. We just throw it on the wayside not because we want to. I think we do it by accident. I think that – Or interaction together makes us doubt the other person and the intentions of the other person. So if I'm hurt and, for example, if we’re hurt in a relationship, like in a love relationship or in a business relationship, we take that. I’m going to call it garbage for a second because I like calling it that. We take all those invisible constraints and this enormous garbage bag that nobody can see that's on our backs and we take it to the next relationship and we take it to the next job. So we keep saying, “I can be successful because it's always their fault, right?” Look, look. I’m at this new job or I have this new girlfriend or this new boyfriend, and they’re the problem because it's happening all over again. 

For me, the kind of secret sauce to life is saying, “Hey! Stop it for a second. Take that step back and really look. What did you do?” Because we cannot be kind, and this is biggest thing I can teach any of your listeners right now is the biggest thing I can teach you is that you cannot be kind to anyone if you yourself are not in a positive place. It's just impossible. My quote is nobody strikes another human being coming from a positive place. I’ll explain real quick again. If we have almost 7 billion people on this planet, that means 6.8 people, a billion people are in an unhappy place. They’re not positive. That’s why we keep going in a perpetual cycle because we keep meeting these type of people. It is maybe, just maybe, it's up to us to learn how to treat them and if we know how to treat them. 

I have honestly grown so much that I really rarely get upset anymore when someone shouts at me. I take it with huge doses of humor. I take a step back and I say, “Who beat you today? What happened? Tell me.” Because the moment you do and the moment you give them their name, so I’m going to use your name, Matt, the moment you say, “Hey, Matt. What happened? I know you’re not yourself, buddy. Tell me.” That moment, I defuse everything. I make it a success right there, because instead of striking you back, I open the possibility to a dialogue that might be very vulnerable. 

[00:16:13] MB: Yeah. That’s such a great point and one of my favorite. I don’t if it’s a quote or just an idea but this idea that the muscle of kindness is built not by being kind to people who are nice to you but it's built by being kind to people when they're mean to you. 

[00:16:29] GVR: Absolutely. I always say let's be kind to all the rude people out there. I’m telling you, the moment you learn this, you learn the behavior, see the moment they act to you. What is the problem with our human nature is that we are going to react and we are going to say, “Who the heck does he think he is,” or, “Who the hell does she think she is?” That’s our problem. That’s our problem. We come from that thing of defense. Let's defend ourselves, right? I take my own example. When I was in my 20s and someone said, “No, you’re not Dutch. I'm telling you, Gabbie, you're not Dutch,” what do you think I said back? I had a big chip on my shoulder, so I said, “I am Dutch.” Whereas now I say, “What do you think I am,” because the truth is I really don't care. I just answered to what a person asked me. If they don't believe I’m Dutch, I really don't care about it because it's not a point of contention. I understood that it's not important that I'm right. It's actually much more important that I have relationships. 

[00:17:44] MB: Yeah. That comes back to something you said a minute ago, which is this idea of you can't be kind to anybody unless you're in a positive place first. It’s essentially the same idea of you have to put on your own kindness oxygen mask before anybody else. 

[00:17:58] GVR: Yup. You always need to understand something. If you're going through something, the other person is too. I always say jokingly, come on. When anyone got up this morning out of bed, did you wake up and say, “I am going to pester my colleague. I'm going to be really unkind to X, Y, or Z.” You didn’t. We don’t set out in our daily lives to be mean or upsetting to someone. None of us really have that, because it's not innately in us. We’re actually good folks. The reason I know we’re good folks is we just have to learn to look at the children under five. Look how kind they are to us. Look how inclusive they are or how incredibly in restaurants, when you sit next to a child, before you know it, that child makes eye contact with you. It wants to give you their toy. It wants to share a sticky, ucky bottle with you, which you don't want to have at all but it does that automatically. We are kind when we see that coming from little children or small animals. But when it comes from an adult, we have a suspicion and we go, “What do they want?” It’s so funny. 

I’m just saying, well, if you truly want to be a successful person and – I am going to ask Matt something. What you do then see as success? I’m going to ask Matt because it is your show. Success, what is that to you, Matt?

[00:19:37] MB: Yeah. I mean, that's something we talk about a lot on the show and trying to figure out. 

[00:19:40] GVR: I know. 

[00:19:41] MB: I mean, I think everyone has a different definition of success. To me, success is really – I think gets a bad rep in many ways, because people think, “Oh. It’s money, power, fame,” whatever the kind of trio of things that you think about traditionally. But to me, being successful is really about living life on your own terms and achieving what it ever it is that you want to achieve and being good at whatever it is that you want to excel at. There are so many commonalities and common lessons that you can put together from all kinds of disciplines and all kinds of walks of life that, to me, that’s what really the science of success is about is trying to figure out all those shared lessons and bringing them together in a way that it doesn't matter what you want to do. You can try to apply it to making yourself happier, healthier, etc. 

[00:20:23] GVR: I love what you said because it encompasses everything, right? My definition of success is the intangibles. Think of all the intangibles that you have in your life, that dumb little phone call you made. But if you made it and you made that phone call to your mom or your dad or an uncle or an aunt and they just light up because you didn't forget about the and those intangibles. To me, that’s success. People think, “Yeah, but how do I do that?” Well, you can start every day. Just think of your coffee latte. If you don’t drink that, then your chai latte or your pumpkin latte. I don't know what it is that you drink in the morning. But think of that when you go to work and you pick it up on the corner of whichever coffee shop you’re at. Think of making the invisible people in your two-mile radius visible. 

What I mean by that. The barista in the coffee shop, he or she is 90% of the time invisible. But when he or she disappears and quits their job, then you are the first in the line to go, “Hey! Where was that person? They were about yea high and they had a big smile, and I love the way he made my coffee, right?” Then you miss them, so that’s kind of what I mean with the invisible people. All the people that indirectly that you meet every single day, the person in the parking lot that takes you a little ticket or whatever it is, that person. When you stop and you don't drive off and you actually say, “Hi, can I put you a newspaper tomorrow? Because I always see you sit here. Would you like to read something,” they light up. I mean, they absolutely light up. 

I lend one of the guys in the parking a book and I must say that within three weeks, he said, “Hey, lady with the book! I’ve read it. I loved it.” These are just fun things, because we think we have nothing in common with them but we do and we only know that if we open that door. 

[00:22:43] AF: Hello, everybody. This is Austin Fabel with The Science of Success, and I’m here to tell you about our sponsor for this week’s episodes, Lumen5. You can get 50% off your first month by going to get.lumen5. That’s L-U-M-E-N, the number 5.com/successpodcast. Now, what Lumen5? Lumen5 is a video content creation company. It’s empowering everyone with the ability to create their own short form videos in a matter of minutes. Lumen5 has been rated as one of the fastest growing startups in Canada with over 400,000 users worldwide. Big companies like Forbes, Dell, Adidas are using Lumen5’s innovative tech to create their content. 

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Our listeners can now get their first month of Lumen5 at 50% off by going to get.lumen5.com/successpodcast. Again, I cannot stress this enough. This is a great, great product. We’re using it for a while. Our YouTube engagement skyrocketed after we were able to post more and more video’s using this great technology. I cannot recommend their team enough. Again, that’s get.lumen5.com/successpodcast to get started today. 

[00:24:27] MB: That reminds me of something that you’ve described the difference between kindness and civility, and I want to explore that. But actually, even before we do that, let's take one step back and say what in your mind and we’ve danced around this. I don’t know if we’ve directly looked at it but what is kindness? Then maybe after that, how is that different from civility?

[00:24:49] GVR: To me, first of all, kindness is innate. It’s something that is actually truly not learned. We can copy it because we see something that someone else does. Of course, the more kindness we see around us, the more it becomes prevalent for us to repeat it because we do have a little bit that monkey behavior, right? What we see around us we do propagate. That’s one. But civility, what I call nice, right? Nice versus kind. Well, nice is something your parents teach you. They teach you values and standards, right? Standard is your government, your society that says, “Okay, we are not going to drive through a green light,” for example. That's a rule and regulation that your government sets. That’s a standard. Then your parents teach you to hold open the door for an elderly. Your parents teach you to not eat with a mouthful, to not smack your lips when you’re eating or to go, “Yum, that was delicious,” or to do it a little more polite. That’s the civility.

Now, what’s very, very funny, Matt, is I meet people that say, “Hey! I stood up for an elderly in the busy Metro in New York City,” and I go, “Wonderful.” Then they go, “Yeah. But, hey! You were the kindness expert. You’re supposed to tell me that I was awesome.” I said, “Sorry, no. You should do this every day.” “Yes,” the person says, “But I don't understand. This is kind, right?” “No,” I said, “Kind is going the step above civility.” First of all, you have to do one thing. Get your nose out of your device because to be kind, you have to see the need. Our slogan is one moment, one person, one kindness. 

Think of it. You’re sitting in the Metro or you're in a restaurant. You’re anywhere where there are people. You need to see something happening, like someone that is sad, someone that is struggling to pay seven cents more at the cash register because that's what they're exactly missing to be able to pay whatever it is that they're trying to pay. If you see that, it’d be logical that I would say, “Hey! I have those seven cents for you,” to a total stranger, right? Or I could say, “No worries. Let me get you another cup of coffee,” if it fell on the floor. All those little things we can really help people in being kind. By doing that, you actually lift them up. 

In civility, you put a smile on their face by standing up. But in kindness, I think you lift them up. I jokingly say and I need it. I say jokingly that when you were kind to someone, you grow an inch. I mean that because inside of you something shifts for the person that gives the kindness. You’re kind of like that child that goes, “Hmm, I’m proud I did that.” You have that little, “Hmm.” Then when you look back, you turn your head. You see that the person that you gave the kindness to, their step is stronger. They bounce a little bit more. That makes you, in turn, also very happy. It’s a win-win. Both people gain an inch. Because I’m 4’11”, I need an inch. 

[00:28:25] MB: Yeah. That’s such a great point and this idea that really by being kind to people we experience more positive emotions. We put ourselves on an upward spiral. Simultaneously, you can create the same change in someone else, and so it's really a win-win for everybody. 

[00:28:41] GVR: Absolutely. Think of it. This is why kindness is so important. When that person comes home, you saw the coffee fall and you just went out of your way to get another coffee for them, to lift them up, to get them literally off the floor or get the mess squared away. Think of that moment. Think that person goes home and says to their partners, “Oh, my goodness. This is what happened today.” That’s how much you have affected that person. They will not talk about all of the negative things that happened to them that day. They will talk about that one thing that stood out. Do you agree?

[00:29:24] MB: Yeah, absolutely. It can – One kind act can often wash away a lot of negative experiences. 

[00:29:31] GVR: That’s how I believe that we change behavior. If we change behavior – See, for example, in a sports arena, right? Let's take the NBA. Let’s take Federer, fantastic tennis player. Any one of these athletes, I call them pure talent, right? I don't know how they do it. I don't know how many basketballs they get straight into the hoop. It's just amazing to me when I see them on the courts. All of us, there is not one single human being that doesn't agree with me that they show talent, and we seem to have a disregard for everyone that doesn’t have talent, which is commonality, 90% of all of us. We’re just the everyday person that is walking around. But if we could treat that person with that same respect, with that same civility that we would give to the talent person, wow, can you imagine? 

Think of the Olympics. When we are in the Olympics and you look at all the people that visit the Olympics, there are like throngs of people watching ice-skating, for example, the speed skating. This shows that I'm really Dutch because I’ve watched the speed skating and because the Dutch are always in there in the first three, right? They always win the medal. It doesn’t matter who wins. Who see that the person next to you stands there and he might be Russian and you don’t understand a word of what he said. But you see his face light up when one of their athletes do really well. It doesn’t matter that your team just lost. You start cheering for the next one, and that kind of behavior is exactly what I'm talking about, if we could still behavior into us instead of only. 

Every two years, during an Olympic event, whether it's the Summer Olympics or the Winter Olympics or whether it's a big NBA game. If we could instill that on a regular basis to all of us without anything natural bad happening to us, then we have a win-win situation. 

[00:31:56] MB: You've shared a couple examples already, but I'd love to hear some practical tips or strategies for if you’re either in a bad mood or you’re angry, frustrated, fearful. How can you pivot that into a place of kindness? 

[00:32:11] GVR: The first thing – We hate doing this by the way. What I’m going to say now to you and your listeners is totally not something we do. I do it all the time with the people that I work with. If you’re in a bad mood or you didn’t sleep enough or just basically stressed, it can happen to anyone, communicate. We continue action reaction if we don't communicate. So I come to work and I say, “Hey, guys! I’m having a really bad day today. Can someone have my back?” You should see what happens. It’s amazing. All your colleagues just jump, because they get it. They’re really surprised that you say it, and it doesn’t necessitate an explanation. It doesn’t need a defense. It doesn’t need anything. Nobody is going to ask you why. They understand that you need downtime and they got your back. Now, that's one way to avoid it. 

Now, I’m going to just give you an example in the boardroom. This happens a lot, when you throw your colleague under the bus. I’ll give you an example. A project needs to be finished, and you’re working with four or five people on it, and you got the boss and all of you guys as a team are in that boardroom. One of you didn't do it, and that means that whoever the project goes from. The graphic designer to maybe the web designer to someone else, and it just keeps going. You didn't get it on time, so your part of the project is not finished. You turn around really snippy and say, “[inaudible 00:33:47]. Mr. so-and-so didn't do it as always,” and you just threw him under the bus.

But what if you did it differently and what if you could say in the boardroom, “Hey! I didn't finish that on time. May I have it to you by 4:00 today? Promise.” The eyes of that person that knows he or she was at fault, that colleague, you have the best colleague in your entire future now, because he or she knows that you did not throw – I mean, he will high-five you. They are happy. They are amazed. They look at your behavior and go, “Wow, man! Thank you. Thank you because I just couldn’t have afforded another bad point here at work.” Then you might just ask him, “Hey! Why does this happen so often?” Now that he knows that you have his or her back, they will tell you the truth, and that truth is very vulnerable. It might be that his wife is sick or his mom is dying or something going on that you had no idea about. 

Before you know it, there's a real relationship because the truth is we work with people that we have no relationship with. We know nothing about them. We think we do but we don’t. 

[00:35:13] MB: Yeah. That’s such a great example and in many ways comes back to something you said earlier that I thought was really important, which is this idea of taking responsibility instead of blaming other people. Not only in the example of the work example that you just gave but even for your own well-being, for your own emotional state and not pinning it on other people who really are saying, “You know what? I’m going to take responsibility and I’m going to be kind today or I’m going to take my responsibility for making sure that I try to spread kindness and that I try to create positivity,” as opposed to just being, “Oh, something happened. I'm in a bad mood,” and being in a state of reactivity. 

[00:35:47] GVR: Absolutely. Reactivity is exhaustive. I know this as a fact because like I said I was very honest about it. I had a chip on my shoulder during my teenage years and let's say from 20 till just 28, 27 that I really – When I’m 24, 25, I started realizing that if I kept doing this, I was going to have the same results. By just being nice and ignoring this question that I'm not Dutch, it just kind of went away. You know what it [inaudible 00:36:22]? It just – People see your attitude back and kind of go, “Well, does it really matter,” and they go on, right? You open the gates for a real relationship and you defuse by your behavior. You defuse anything, and it’s really that simple. But what you have to do, and maybe this is the most important tip, you have to take that deep breath. It’s up to you what you do. I just take literally a gulp of breath and just hold it and just smile and just say this is not about me. 

My second tip is learn to listen. We don't listen. We listen by in our heads already having the answer and the rebuttal back as if we’re lawyers literally. If someone tells you – My dad recently passed away. So if I told someone, “Oh, the funeral really went very well,” before you know it, five other colleagues interrupt and all tell me about funeral stories. But what they did is they took it away from the person that really needed to tell you something. They needed to share some of their sadness, and this is why I think people get into such foul moods, because they’re holding all these pent up emotions inside of them that they can never get rid of. 

[00:37:54] MB: For listeners who want to take action to concretely implement some of the things we’ve talked about to bring more kindness in their lives, what would be one action step or piece of homework that you would give them to really start to live some of these things?

[00:38:08] GVR: Start by helping someone else. It's always easier helping someone else than helping yourself. By helping someone else, you’re going to start learning how to do that for yourself too, because kindness starts with you. So take that deep breath when someone is rude and think in your head immediately, “This person is struggling with something, and I’m going to make their day because it's that easy.” That's one. The second one is don't throw your colleagues under the bus. Take responsibility. The third one, do not be reactive. Anyone, anyone really is a kindness instigator. We are all instigators. Sometimes good, sometimes not so good, but most of the time we are kind. I really believe that if you make kindness a choice, together we can change humanity. 

[00:39:01] MB: Gabriella, where can listeners find more about you and your work online?

[00:39:06] GVR: Everywhere. Just do the #DareToBeKind. daretobekindmovement.global is our websites. Nobody can pronounce my last name except Matt, because he did a really good job. Do gabriella.global. Find our more. I mean, my phone is literally available. It's on the Internet everywhere. I will speak to you anywhere in the world if you have a problem or if you feel really that you’re stuck. I feel that if we pull together, we can make things happen. We can be so successful ourselves but as a group, as a community, and that will spill over to the rest of the world. 

[00:39:48] MB: Well, Gabriella, thank you so much for coming on the show, for sharing your story, and all of the wisdom that’s come out of it. 

[00:39:56] GVR: Thank you so much, Matt. I really appreciate it.

[00:39:59] MB: Thank you so much for listening to the Science of Success. We created the show to help you, our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an email. My email is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I'd love to hear from you and I read and respond to every single listener email. I'm going to give you three reasons why you should sign up for our email list today by going to successpodcast.com and signing up right on the homepage. There are some incredible stuff that’s only available to those on the email list, so be sure to sign up, including an exclusive curated weekly email from us called Mindset Monday, which is short, simple, filled with articles, stories, things that we found interesting and fascinating in the world of evidence-based growth in the last week.

Next, you’re getting an exclusive chance to shape the show, including voting on guests, submitting your own personal questions that we’ll ask guests on air, and much more. Lastly, you’re going to get a free guide we created based on listener demand. Our most popular guide, which is called How To Organize and Remember Everything, you can get it completely for free along with another surprise bonus guide by signing up and joining the email list today. Again, you can do that at successpodcast.com. Sign up right at the homepage. Or if you’re on the go, just text the word smarter, S-M-A-R-T-E-R, to the number 44222. 

Remember, the greatest compliment you can give us as a referral to a friend, either live or online. If you enjoyed this episode, please leave us an awesome review and subscribe on iTunes, because that helps boost the algorithm that helps us move up the iTunes rankings and helps more people discover the Science of Success. Don't forget, if you want to get all the incredible information we talk on the show, links, transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com just at the show notes button right at the top. Thanks again and we'll see you on the next episode of the Science of Success.

April 23, 2020 /Lace Gilger
Influence & Communication, Emotional Intelligence
Rizwan Virk-01.png

Are You Living In A Simulation? Consciousness, Quantum Physics, & The Matrix with Rizwan Virk

April 16, 2020 by Lace Gilger in Mind Expansion

What can video games teach us about real life? In this episode, we explore the science behind the concept that we may be living in a simulation, look at the hard problem of consciousness, explore the relationship between quantum physics and consciousness and much more with our guest Rizwan Virk. 

Rizwan Virk is a successful entrepreneur, angel investor, bestselling author, video game industry pioneer, and indie film producer. Riz is currently Executive Director of Play Labs@ MIT, a startup accelerator for playful tech, and Partner at Bayview Labs, a Silicon Valley startup investment firm. Riz's startups and articles have been featured in Inc. Magazine, The Boston Globe, The Wall Street Journal, and many more! He is the author of Simulation Hypothesis (2019), Startup Myths & Models (2020), Treasure Hunt (2017), and Zen Entrepreneurship (2013).

  • From playing Pacman and space invaders back in the day all the way to becoming a gaming industry pioneer 

  • If you look at human social interaction, play is the oldest form of interaction. Playing games is one of the oldest human endeavors. 

  • Playfulness is one of the key parts of human social interaction (even without computers and video games)

  • The history of technology is intertwined with the history of video games. 

  • The first practical AI ever built was basically a chess-playing computer. 

  • The first graphics were developed for a video game called Space War.

  • The entire concept of cryptography is based on game theory. 

  • Are we living in a simulation?

  • Getting to the Simulation Point

  • Nick Bostrom’s simulation argument. 

  • “The NPC Version” of the simulation hypothesis vs the “RPG Hypothesis"

  • Going all the way back to Plato’s allegory of the cave.. religious have often told us that we are not in the “Base reality” 

  • The “hard problem” of consciousness 

  • The primacy of matter vs consciousness.. 

  • Descartes… Where did the doubt come from?

  • Lucid dreams and Tibetan dream yoga 

  • What’s the difference between living in a simulation and living in base reality? Is there any difference at all?

  • Are you really conscious or just a reflection of consciousness? 

  • There is no such thing as matter, there is only information / energy.

  • What does the double-slit experiment in Quantum Physics tell us about the existence of consciousness?

  • What does quantum entanglement tell us about the nature of consciousness? 

  • The measurements in quantum physics don’t exist until there is someone observing them. 

  • The “delayed choice” experiment shows that what we observe now can change the past. 

  • Homework: Think through this issue for yourself!

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Rizwan’s Website

  • PlayLabs Website

  • Rizwan’s LinkedIn, Twitter, and Facebook

Media

  • Jefferson Public Radio - "The Simulation Hypothesis": Maybe This IS A Computer Game” By THE JEFFERSON EXCHANGE TEAM 

  • CBC Radio - “Are we living in a computer simulation? This computer scientist says world religions might have the answer”

  • Vox - “Are we living in a computer simulation? I don’t know. Probably.” By Sean Illing

  • Evolution News - “MIT’s Rizwan Virk on Simulation Theory, AKA Intelligent Design” by David Klinghoffer

  • Digital Trends - “Are we living in a simulation? This MIT scientist says it’s more likely than not” By Dyllan Furness

  • Article Directory on Hackernoon and OMTimes

  • Crunchbase Profile - Rizwan Virk

  • Daily Mail - “Are we living in a simulation? MIT professor claims the scenario is 'more likely than not' - and says we could create our own artificial world within the next 100 years” by Annie Palmer

  • TechCrunch - “How to build The Matrix” by Rizwan Virk

  • The Next Web - “MIT scientist’s ‘Simulation Hypothesis’ makes compelling case for The Matrix” by Tristan Greene

  • GameCrate - “AUTHOR RIZWAN VIRK WRITES ABOUT HOW WE’RE ALL PROBABLY LIVING IN A VIDEO GAME” by Paul Semel

  • [Podcast] Prosperity Place - Rizwan Virk: How to Develop Your Intuition and Listen to Your Inner Voice -TPS297

Videos

  • Talks at Google - The Simulation Hypothesis | Rizwan Virk | Talks at Google

  • Open Your Reality - The STARTLING Fact About SIMULATION Theory - The World As A Computer Simulation With Rizwan Virk

  • FADE TO BLACK Radio - Ep. 1012 FADE to BLACK w/ Riz Virk : The Simulation Hypothesis : LIVE

  • Hacker Noon - E61 - We Are Living in the Simulation Hypothesis with Riz Virk

  • WatkinsBooks - Treasure Hunt by Rizwan Virk

  • BookThinkers - The Simulation Hypothesis by Rizwan Virk

Books

  • Startup Myths and Models: What You Won't Learn in Business School  by Rizwan Virk

  • The Simulation Hypothesis: An MIT Computer Scientist Shows Why AI, Quantum Physics and Eastern Mystics All Agree We Are In a Video Game by Rizwan Virk

  • Zen Entrepreneurship  by Rizwan Virk

  • Treasure Hunt: Follow Your Inner Clues to Find True Success  by Rizwan Virk

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

What can video games teach us about real life? In this episode, we explore the science behind the concept that we may be living in a simulation. We look at the hard problem of consciousness, explore the relationship between quantum physics and consciousness and much more with our guest, Rizwan Virk.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we explored the science of networks and human relationships, uncovered how people you've never met have a huge impact on your life and looked at how we can respond effectively to the COVID-19 pandemic with our previous guest, David Burkus.

Now for our interview with Riz.

[0:01:41.6] MB: Rizwan Virk is a successful entrepreneur, angel investor, best-selling author, video game industry pioneer and indie film producer. Riz is currently Executive Director of Play Labs at MIT, a startup accelerator for playful tech and a partner at Bayview Labs, a Silicon Valley startup investment firm. Riz’s startups and articles have been featured in Inc., Boston Globe, The Wall Street Journal and many more media outlets. He's the author of Simulation Hypothesis, Startup Myths and Models, Treasure Hunt and Zen Entrepreneurship.

Riz, welcome to the Science of Success.

[0:02:15.1] RV: Thanks for having me on. Great to be here.

[0:02:17.1] MB: Well, we're super excited to have you on the show today. I'd love to start out with your story and your journey, because you have such a fascinating background. As somebody who I'm self-admittedly super into video games, it's such a cool story and journey, so I'd love to hear about that and then unpack that into all the fascinating work that you’ve done from there.

[0:02:37.7] RV: Well, depending on how far back you want me to go. I started playing video games back in the Atari days, back in the 80s and I used to play classic video games like Pac-Man and Space Invaders. Even back then when we had more realistic games, like there was a racing game called Pole Position and I used to always wonder what was beyond the track? What was beyond the mountains? Was there an actual virtual world in there or not? Back then, I didn't really know how to build video games. I was just playing them.

Then years later, I went to MIT to study computer science and started to learn a little bit about logic and how we build games and how they branch out probabilities. Then I was doing a lot of enterprise software startups. About 10 years ago, I got involved in actually building video games back when Facebook games and mobile games were becoming popular. The iPhone was the hot new platform.

I co-founded a company. We created a game called Tap Fish, which was one of the top games in the iTunes App Store when they came out with top-grossing charts and was called a simulation game. Then after that, I ended up investing in quite a few different video game companies like Discord, which you may have heard of, which is used by a lot of gamers as a chat. What many people don't know is it started off as a game company and the game didn't do that well and then they transitioned to the current chat app that they have, which has become hugely popular. It's become one of my very first unicorn type investments.

Then I started a accelerator at the MIT game lab for helping entrepreneurs bring their video games to market and using video game technology and virtual reality technology in different ways. It didn't really matter what industry they were using it. It was around that time when I was playing a virtual reality ping-pong game, where I saw that the responses were so engrossing that I forgot that I had these goggles on and that I wasn't actually playing ping-pong, so much so that I put the paddle down on the table at the end of the game and then I tried to lean against this table.

Of course, the table wasn't there, right? Like they say in the matrix, there is no table. The controller fell to the floor. That's when I really began to think that we were on our way to being able to build something like the matrix, to really build a virtual world that is indistinguishable from the physical world. That led me down this path of exploring this idea that we may already be inside a video game and that led me to writing the Simulation Hypothesis.

[0:05:05.3] MB: It's so fascinating. I want to get into a lot of the physics, the spiritual side, all the things that play into that. Even before we dig into that, I'm curious the play labs that you created at MIT is focused around this idea of playful tech. What does that mean to you and how do you think about the place of games, both historically in the context of human society and today's society?

[0:05:27.2] RV: Yeah. Before I started play labs, I was building games. At the MIT game lab, they really study the history of video games. One of the points that they make is that if you look at human social interaction, play is really the oldest form of interaction. It goes back many thousands of years. You can find little stone pieces that were used as board games. Of course as kids, a lot of how we learn to interact with other kids is through games. You can see that playfulness is a key part of human social interaction, even when you don't consider video games, or computers.

As I looked at the history of technology, I realized that it's really intertwined with the history of video games. Turns out, bringing playfulness onto computers first, PCs, mainframes and then onto the Internet for more social interactions really has pushed the limits of computer software and hardware for many years. Going back to the first practical AI was really a chess-playing computer built by Professor Claude Shannon at MIT back in the 50s.

The first graphical anything really was a game called Space War, which was built in 1961 on a PDP computer, built by Digital Equipment Corporation back at MIT. I'm in Mountain View California right now. Just down the road, we have the Computer History Museum and turns out, the gentleman who built Space War, Steve Russell, he's in the area and he comes in and they fire up the old mainframe for little Space War tournaments.

If you think of a lot of interaction, today a lot of these ideas were built over MUDs, or multi-user dungeons. Back in the day, chatbots really have their origins within NPCs, or non-player characters within video games. Of course, graphics processing units were created for gaming and entertainment, so that we could see graphics better. The reason we can render entirely 3D worlds when we play World of Warcraft or Fortnite on our game is because of techniques, and because of processing optimizations that were made by GPUs, which were really all for gaming.

Now, GPUs are used for AI and cryptocurrency mining and everything else. Even if you think of Bitcoin and cryptocurrencies, the whole idea of cryptography is based on game theory, which is where you game out the scenario of what one person will do and what the other person will do. That's how you come up with a trustless system, like a blockchain.

In many cases, gaming and entertainment really led to the development of a lot of technology that we use today. I found that fascinating. When I talk about playful tech, it's really any videogame type technology that could be used in any industry really.

[0:08:16.9] MB: It's so fascinating how many of the biggest breakthroughs in really the history of computers have all been centered around, or driven, or connected in some way with video games.

[0:08:26.3] RV: Yeah. People don't always realize that at first. Then as they think about it, they realize, “Oh, yeah. That's very much the case.” I mean, as we think of even graphical user interfaces, like the Macintosh which came out in 84 was based on a GUI built at Xerox PARC and it was this idea of bitmap graphics on the screen and rendering and a lot of that has its origins in playfulness and creating images using bitmaps and things like that.

Gaming and entertainment I think are actually a very important driver. Today, video games are a bigger industry than Hollywood, right? I mean, there's over a 100 billion dollars as an industry and perhaps, even more than that. Now I haven't looked at the numbers in a year or two.

[0:09:08.7] MB: So fascinating. As an avid gamer, I really enjoy all this stuff. I mean, now that we have a little bit of context for this and then for your situation within the video game universe, let's come back to the simulation. Tell me about the core thesis around this idea that we may be living in a simulation and what that means.

[0:09:29.5] RV: In my book, I very much tie it to the development of video games. A few years ago, this idea got a lot of popularity because Elon Musk talked about how video games developed. He said that 40 years ago, we had Pong, which was developed by Atari. It was the very first widely available video game. It was basically two squares and a dot. Today we have MMORPGs, we have fully 3D worlds with avatars and of course, we have virtual reality and augmented reality and that also ties to my ping pong experience, so like the latest iteration of Pong, if you will.

He said, if you assume any rate of improvement at all, pretty soon we'll get to the point where the resolution is so good that you can't really distinguish between what is physical and what is virtual. The idea was put out there by a philosopher a few years ago from Oxford, named Nick Bostrom. He came up with the simulation argument. We can go into that in some depth later. Basically, he said that if any civilization ever got to that point, which I call the simulation point where it can basically create a world like the matrix, then it's more likely that we are inside a simulation than not.

The argument basically went that the number of simulated worlds and the number of beings in those worlds will be way more than base reality, which might only be one. Even the number of beings in base reality would be less than the number of simulated beings, because you can just create another billion, another trillion beings by having more computing power, right? Statistically speaking, if you are being, you're more likely to be a simulated being than a real being.

Those two ideas I think gave much more popularity and discussion to the simulation hypothesis. When the matrix came out literally 20, 21 years ago now, it was considered straight science fiction. Today, many people are taking it seriously. I mean, not everybody believes in the idea, but people are at least discussing it in academia, scientists, certainly in Silicon Valley and technologists are discussing it. That led me into saying, “Okay. Well, what are the stages of technology we would need to get to the simulation point?”

About a third of the book is about looking at video games past, but also looking at how the technology might develop to get there. Then the argument goes, if we can get there and my estimate is we can get there in maybe a 100 years or so to what I call stage 10, the simulation point, then it's very likely that civilization on another planet, in somewhere in the galaxy with a 1,000 years longer than us, or 10,000 years or a 100,000 years could certainly get there, which means they've already gotten there, which means we're probably inside a simulation already.

[0:12:14.6] MB: The core chain of logic that's at the root of the simulation hypothesis is basically and correct me if I'm misunderstanding this, but it's basically this idea of if you have – we’ll just use round numbers. You have a 100 “base reality” and 10 of them get to the simulation point, then those 10 civilizations could essentially produce an infinite number, or an asymptotically approaching infinite number of simulations, and so there's infinitely more simulations than there are base realities. Is that the core logical construction that the hypothesis sits around? Is that a correct understanding of it?

[0:12:47.9] RV: That's one of the core propositions. That is we tend to refer that as the simulation argument that was put out by Nick Bostrom. A lot of folks in academia when they discuss simulation, that is the core argument that they're discussing related to that. I actually like to make a distinction that there are actually two versions of the simulation hypothesis. There's the NPC version in which case, we are all non-player characters as in video games.

If you think about that core argument, that's what it's implying, right? Because if we're creating billions and trillions of beings, they're all basically AI and bits running on a computer. Then there is what I like to think of as the matrix version, or I call it the RPG version of the simulation hypothesis. In that version, you have a player that exists outside the game who is playing an avatar, a role playing, just like in The Matrix. Neo and Morpheus who was named after the Greek God of Dreams, existed outside of The Matrix, but they were so fully associated with a character in there that they forgot that they had this other part of themselves. That's how immersive it was. It was enough to make you forget.

That's a slightly different variation. Now they're not necessarily mutually exclusive, but I like to make that distinction, because I think it gives a different perspective on a simulation and because the arguments around the idea that we are not in a base reality have gone back thousands of years. It's not necessarily a new argument to the world's religions, but going as far back as Plato, who gave the allegory of the cave, right?

He said that if we are all chained inside one wall of a cave and we're looking at the other wall, which faces the entrance to the cave and the only thing we see on that wall are shadows from the light outside when people do things outside, to us we think reality is the shadows on the wall, but that's not really the reality. If somebody actually were to break free of their chains and go outside the cave, they could come back and tell the rest of us this is what it was like. Of course, no one would believe them at first because we all come to believe that reality is the shadows on the wall.

That type of argument has been presented in many different forms over a long time. Actually, I like to say that it forms the basis of most of the world's religions as well. Those tend to tie better to the RPG version of the simulation hypothesis.

[0:15:18.7] MB: I want to get into some of the spiritual traditions that really support this thesis and also some of the really interesting connections within physics, because all that stuff is so fascinating. Before we do, there's a couple questions that I just want to understand about the simulation hypothesis that don't necessarily make sense to me that I want to wrap my head around.

Starting with the RPG version, which I think makes more sense to me than the idea that consciousness would arise within simulations itself, the RPG version, the tenet of that is basically that there are beings in the base reality, but then they're immersed in a simulation. Is that correct?

[0:15:52.4] RV: Right. Just like we might be playing Fortnite and you have an avatar and I have an avatar in-game. Now to the avatars, it looks like that's the world, right? The 3D rendered world. But really, those of us outside the game understand that that's only the rendered world, but there's another world beyond that that is watching or outside of the render world.

[0:16:12.4] MB: In that instance, is the idea that the beings or the consciousness and this is where it gets so interesting is that the conscious beings within the simulation, are they the same as the beings in the base reality, or are they independently arising consciousness within the simulation?

[0:16:27.0] RV: Well, I like to say that they're not necessarily mutually exclusive when we talk about the NPC version and the RPG version, right? Just like if I was playing PUBG or League of Legends, I will have some characters which are associated with the player, PCs, player characters, and some characters which are NPCs. You can have both of those in the same world, right?

The best-selling video game of all time is actually The Sims, when you don't consider free downloads, but you look at paid games. Within The Sims, they'll have these characters. You're playing the character, but there's also these little cut-scenes and little things that they do on their own, right? It's really a blending of the two, I think. It depends on how far down the access you want to go. If you go all the way towards the matrix side, then the player outside the game is completely unaware of the outside reality and is completely immersed and is totally controlling and has – it's his consciousness, or her consciousness that is controlling the character.

They think the consciousness is limited for the period of time that you’re plugged into the game. Totally on the flip side, if you go all the way the other extreme on the axis, the NPCs have their own version of consciousness, or they think they do, right? This gets to what, a famous philosopher, David Chalmers, called the hard problem of consciousness, right? It's something that science doesn't understand. In the materialistic view, consciousness arises simply from a collection of neurons.

In that point of view, we should be able to simulate those neurons and silicon and therefore, we will have what we call consciousness. Consciousness seems to be a lot more complicated than that according to a lot of different people and that consciousness must exist for us to be talking about doing this stuff in the first place. In that model, there was a physicist named Max Planck, who discovered the Planck Length, which is the smallest measurable distance which many people now refer to as the pixel of our “physical world,” who said that who felt that consciousness was primary and matter was derivative. There are others who feel that matter is primary and consciousness is derivative.

What's interesting about discussing the simulation hypothesis as we get into that same argument, but we have these different ends of this axis of consciousness, if you will, and of control and freewill and deciding on what type of game you think it is.

[0:18:55.3] MB: Yeah. This may all devolve back to just the debate about the primacy of matter versus consciousness and which came first. We may explore that more deeply. I want to stick with this, because there's two questions I have about the simulation hypothesis that I haven't been able to really understand. One of them is let's assume we're in the matrix side of it for now. We'll put aside the question of whether or not consciousness can arise within a simulation via the NPCs becoming conscious, with AI becoming conscious or whatever and just focus on the base reality. The idea would basically be you and I are beings in a base reality, but we're in a simulation, we just don't know it. Is that the contention of that side of the equation?

[0:19:33.1] RV: Yeah, that's exactly right. That is the RPG version or the matrix version, right? That we have been deceived by the world around us into thinking that it's a real physical world.

[0:19:44.8] MB: In that world, the thing that I struggle with on that side of the equation is if you have to have a base reality being to be in a simulation to begin with, doesn't that basically collapse back all the math about how many billions of simulations there are and basically say, well, it doesn't really matter, because to be in a simulation, you still have to be in a base reality, and so the whole thing unwinds on itself. Does that make sense?

[0:20:07.2] RV: Yeah. Well, I think that does cut at the heart of the issue, right? What most people don't realize is that the simulation argument that's commonly used, this idea of multiple worlds and having many more simulated worlds than a physical world. It relies on having lots and lots of NPCs, right?

As I said, they're not necessarily mutually exclusive. It's possible that each person has their own subjective world, which gets back to this philosophical idea of a brain-in-a-vat, or gets back to even Descartes’ idea. He said back in the 1500s I guess or whenever it was that if he was being deceived by an evil demon and sent all these impressions of what we think is the physical world, he wouldn't know what reality is. The only thing he would know is he thinks, therefore – he goes, “I think, therefore I am.” Then later, he revised that to say it could be a dream, or a dream-like reality. We really get into the discussions of what is the nature of reality, what is the nature of consciousness.

Dreams is an interesting area, because if you look at my book, I lay out that the stages of the simulation technology to build something like the matrix, well it turns out we already have a lot of that technology in our heads. It's biological. We all dream every night and we create these mini-simulations. While we're in them, they seem real. There's lots of oddities, but there are all these NPCs who are characters we created in our dreams. We forget that there's a part of us that's laying in bed in physical reality.

I mean, now we're getting into a couple of other areas, like the Tibetan Buddhist traditions who teach a form of lucid dreaming called [inaudible 0:21:47.1] yoga, where you learn to wake up and realize in the dream that this is a dream and you remember that there's a physical part of you that's outside the dream world. Then they contend that consciousness helps you to realize when we're awake that there is a reality outside of this one, that you can also learn to remember that you have forgotten, like getting back to the RPG version that you're talking about.

Yeah, I mean been getting back to your original question, I think depending on which side you like to go on, you can use that argument, or it becomes less convincing the more you get to the RPG side of it.

[0:22:24.3] MB: This is why I love this topic because I mean, to me it really probably does come back to this whole debate about the primacy of whether matter or consciousness came first and the whole Cartesian doubt. If I'm thinking – if I am an AI simulation NPC in a simulation, but I think, do I still exist? I mean, I think the answer is what's the difference between that and living in a base reality?

[0:22:44.8] RV: Right. It starts to become really fuzzy. I started to think about these issues back when I was watching Star Trek The Next Generation. There was an episode where they had a holodeck adventure of Sherlock Holmes. There was a character who was Holmes’ nemesis called Professor Moriarty. Data I think was playing Sherlock Holmes. This character was super smart, even though he was a simulated character in the holodeck, which meant he was a hologram.

He figured out that some of the characters in there were simulated like himself and some actually existed out there, like outside the cave, or outside the holodeck, or outside the simulation we would say today. He wanted to go out there, but he couldn't because he was a simulated character. It was more like an NPC.

This cuts to the question of the Turing test, which Alan – mathematician Alan Turing put out back in the 50s. He called it the imitation game. The idea was if you were talking to a computer behind curtain A and a person behind curtain B and you can't figure out which one is the computer and which one's the person, then that computer has passed the Turing test, or the imitation game. Today, we would say it's an AI, not a physical computer. We would use voice or text messages. Back then, he used teletype in his example.

Then you say well, it basically appears as if they are conscious and real, then are they? This gets to some really fundamental questions and these are big debates that we don't have answers to right now. In the book, I like to just raise these questions and give the different perspectives. Then that's where it also ties back to the religious idea as well.

There are many people who were sworn atheists who after thinking about the simulation hypothesis, realized well, here's a more scientific and technological basis for what the religions have been telling us all along, that the physical world is not the real world. That of course ties into the physics as well.

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[0:26:20.1] MB: The example of the Sherlock Holmes hologram coming to life, I mean, again we circle back and we're circling round really the fundamental question, because is that being in that particular example is it actually conscious, or is it just a reflection of consciousness that's just a bunch of algorithms running that to us, appears to be conscious, right? Is it actually truly experiencing reality, or does it just look like it from a human observer’s perspective?

[0:26:43.5] RV: Right. That gets back to the question of what is consciousness, right? Which is a very difficult question to answer. Is it having subjective experiences? Now the question is if you and I are playing Pokemon Go or we're playing Fortnite, do our avatars have consciousness? At one level, you might say no. On the other hand, we're playing those characters, right?

If you were so fully associated with that character that you forgot, there was a part of you outside, your conscious experience would be the conscious experience of that character. That's why I find the RPG version quite fascinating. Like I said, if you talk to a lot of other academics, they would focus only on the NPC version, because that's the accepted view within the materialist worldview that's prevalent with a lot of scientists today. I find the RPG first quite interesting to discuss for that reason.

[0:27:34.0] MB: I want to come back to the NPC version now, because I have a couple other questions about that that I don't really fully grasp. One of them at the simplest level to me is – I think there's two. One is let's say, there's infinite simulations basically that then get created by a number of base reality civilizations. To me, saying that there's an infinite number of simulations and then saying that – and by the way, those simulations happen to have consciousness spontaneously arise within them is a massive logical leap. I just don't understand how those two things are even related necessarily and how that gets bridged from – that becomes one thought in a lot of people's description of the simulation hypothesis. To me, those are fundamentally different issues, which is can consciousness arise within a simulation? If so, is it the same thing as real consciousness?

I mean, I know we're getting back to the same questions. To me, that jump really seems like a big logical leap between just because there's millions and billions of simulations, why are they conscious simulations? Or why is consciousness within those simulations?

[0:28:32.1] RV: Right. Well, there is a concept and Bostrom gets into this in his original paper, are you living in a computer simulation, called substrate independence. The idea is that consciousness is really a function of the computation of the human brain. Therefore, if you can model all of those connections, you can then put those in silicon, like it doesn't have to be in a biological medium. What we're learning with computer science in general is that a lot of the other sciences are boiling down to algorithms.

A lot of biology is really about algorithms for how to reproduce, whether it's genes, or cells, or organisms, trees. There's a lot of fractal algorithms that are used within video games to recreate the look and feel of the natural world. There's this idea that much of the physical universe actually comes down to information. There's a famous physicist named John Wheeler who was one of the last to work with Einstein and others. I think he was at Princeton Institute for Advanced Studies. He said that physics went through three phases in his life.

Originally, they thought everything was a particle and these particles followed the laws of Newtonian physics. Then he thought everything was a field and that's what the quantum revolution came about, quantum mechanics and they started to model everything as a field. Then he said, I think he did this later in his life, 70s or 80s, in 1970s or 80s, that everything was actually information.

They came to conclusion and the more physicists try to find this thing called matter, the more they can't find it, right? Even if you open up a molecule and then you open up the atoms, it's mostly empty space. Then you go inside the nucleus and yeah, there's protons and neutrons and we open those up and there's electrons. Really, the only thing they could be certain of was there are properties of these so-called particles. He came up with this famous phrase called ‘it from bit’. He said that everything in the end boils down to ones and zeros, so boils down to bits of information.

It really isn't a physical world per se. There’s no such thing as matter, there's only information. I think coming back to the simulation argument, the idea is that consciousness can be a type of information and that information can then be reproduced and it may be within this, the NPC version that what we're saying is that consciousness doesn't really exist. It's just a collection of that information.

Now we're getting into big metaphysical questions and time probably more to what the different religions talk about when we say what is consciousness. Is there a soul that has consciousness that exists outside of the simulation? In the Eastern traditions in Buddhism and Hinduism, you have this idea that you download into a physical body, you play that role for a period of time and then you upload at the end of that back to outside of the physical body, back to wherever that other area is, whatever the real world is and you have a set of information that is about what happened to you in this life and what choices you made and where does that live? It lives somewhere outside the rendered world. I like to say it lives on a cloud server. We're talking about a different kind of cloud, than we talk about when we're talking about our physical computers on the Amazon Cloud, for example.

In the end, a lot of it comes down to information. Actually, turns out within Eastern traditions there's also this debate where as in Hinduism, there's this idea that there's an eternal soul and it is the one that is downloading and reincarnating. Within Buddhism, if you really look closely at what's being said, they actually say that there is no soul, it's just a bag of karma. It's just information. That is what is reincarnating. Once all of that list of information goes down to zero, then that particular individual dissolves and disappears and there's no reason for them to get reincarnated again and again. Anyway, I know I've gotten a little out here into these metaphysical areas, but I think when you start talking about consciousness in the RPG version, they all are related.

[0:32:44.2] MB: Yeah, absolutely. I mean, I think the fundamental thing that this really boils down to is the metaphysical question of is the primacy of matter or consciousness? Which one presupposes the other, which one comes first and does consciousness arise out of matter, or is it independent of matter? Because to me, it seems like you're basically saying that Bostrom's entire thesis boils down to this idea that matter creates matter or information creates consciousness. If you have an infinite number of simulations, then they would theoretically have enough information to create consciousness versus the perspective that if you believe that consciousness exists outside of the physical has something beyond matter, then there's necessarily no way that those consciousness is could arise within simulations.

[0:33:28.2] RV: Right. That's generally speaking the gist of what I'm saying, although it could be that consciousness is based on information, which is not necessarily matter, right? The reason you and I are able to talk over say, Skype is because what we perceive as sounds is really being represented as bits of information, right? It almost doesn't matter if that is stored as physical bits on say, my Mac, you might be on a PC, or you might be on a phone. You might have different types of hardware.

The idea boils down to this idea that simulated beings can be represented as information, whether they're conscious or not, that gets into a bigger discussion. It's not necessary that they become conscious. They might think they are. Again, we're back in circles into this big issue. This is also the fundamental issue that has come up with quantum physics. I think it was Niels Bohr who said that if you're not shocked by quantum mechanics, then you haven't really understood it, right? Because it also gets into this same issue, what they found with the double slit experiment, if I can get into that a little bit.

[0:34:36.0] MB: Yeah, I'd love to talk about that.

[0:34:37.8] RV: Many years ago was that you would think that the particle has to go through slit A or slit B, if it was a particle. When they send beams through, it looks like there's an interference pattern and that the choice of whether the particle goes through slit A or slit B isn't made until someone observes the screen that is beyond this list.

Now probably an easier way to understand that is to use the example of Schrodinger's cat, which is this hypothetical cat that is in a box with some radioactive material. After an hour, the cat has a 50% chance of being alive, or a 50% chance of being dead. What we would think, I mean, what I would think, common sense tells us that the cat is either alive or dead. We just don't know, because we haven't looked in the box yet. When we look in the box, we'll know whether it was alive or dead.

What quantum mechanics is telling us and experiments seem to confirm this is that it's not the case that the choice is already made. The cat is both alive and dead and it's not until someone observes it, or someone records that the choice is made. In one interpretation of quantum mechanics, that's called the collapse of the probability wave. We have this wave of probabilities. Only one of those is rendered, if you will. Now that's quite interesting to me, because as a video game designer, if you had looked at back in the 80s how video games were built, when I first started playing, creating games on my Apple 2 computer and you asked somebody, “Could you do a fully immersive 3D world like PUBG, like Counter-Strike Go?”

The answer would be no, because that would be way too many pixels to keep track of. What happened in the intervening years is that we came up with 3D modeling and we came up with optimization techniques. In fact, we talked about the interplay of video games and technology. Well, the history of video games from a technical perspective is really all about optimization. That's why they're so intertwined, because computing power has gone up and algorithms have gotten better, allowing us to compute more and more to the point where we can render everything. Now if you may remember a video game called Doom –

[0:36:44.9] MB: Of course.

[0:36:45.4] RV: - which came out in the 1990s and that was one of the very first games that became really popular that had this first-person perspective and was multiplayer, right? It was doing a 3D rendering and it was sending that information out over the Internet with their deathmatch mode, I think it was called.

That idea was you only render that which can be observed by your avatar. That is the fundamental technique. That is what rendering engines are all about today. When we build MMORPGs today, we have a rendering engine, we have a physics engine, we have a quest engine, we have all these different engines that are sub-systems within building the game itself. The rendering engine is the key. 

The golden rule in video games is render only that which is observed as an optimization technique. In quantum physics, it seems like the golden rule is also, only render that which is observed. This is something that doesn't make a lot of sense, and so physicists are jumping through hoops to try to explain why this is. In fact, what happened for a while is they just gave up trying to explain why this happened. They just said, well, there's a term called shut up and compute. Just figure out what the equations say. Physics doesn’t have a lot of success in that. There's quantum cryptography. There's a lot of other applications of it, but without thinking about the broader meaning.

My big question is why does this exist? Why would we exist in a physical universe where things only get rendered when observed? Turns out, it's probably an optimization technique. Quantum indeterminacy is an optimization technique, just like 3D rendering is an optimization technique. If you think about how that works, you and I could be in the same scene, our avatars would be in the same scene, but it turns out there's no share of rendering of the world. The world is being rendered from my avatar’s perspective on my computer and it's being rendered from your avatar’s perspective on your computer. It's very possible that the physical world is also being rendered this way.

Now you're seeing even within the physics world that fundamental question is still there. There are a lot of physicists who don't like this idea that you need an observer. They came up with the idea of parallel universes. They said, “Well, you don't really need an observer. What you really need is that the universe splits itself with every quantum decision,” so every nanosecond there are new universes being split off again and again. That ties to the parallel universes theory as a way to get around this idea that you have a conscious observer and that's only rendering what that conscious observer is seeing.

My point is that in both cases, whether you need a conscious observer, or you have this idea of parallel universes that are splitting off, if you think about how that would work, well in nature, you can't have a tree that just clones itself, or a planet that clones itself in an instance, right? There's nothing in the physical or materialist view that can do that at such a large level. There are biological processes, there are physical processes, there are algorithms. Really, it comes down to information. In computer science, we can clone all the information about a world easily, right? It's called saving your game state. We do it all the time.

In fact, many processors have a base operation that is optimized for copying bits from one place to the next. Even if that were true that it's most likely the physical world is information, rather than being physical if it's being cloned. Then that gets to another question of whether these are all just probabilities and not actual physical worlds, and so that leads us down another rabbit hole, and then the physics world.

[0:40:21.4] MB: Coming back to this question of the double slit experiment. It's interesting, you talk about the rendering side of that. To me, I focus more on the observing side of it in the sense of I've heard the double slit experiment used many different times, many different arguments around the idea that consciousness almost must necessarily exist outside of matter for there to be an observer effect in quantum physics. To me, the question is not necessarily how is it being rendered and what's the implication of the rendering, but rather who is doing the observing and what is that?

[0:40:53.4] RV: Right. That's one interpretation of quantum physics and mechanics and is this idea that you need an observer. That tends to be the one that I personally gravitate towards is that you need to have a conscious observer. There are some people who say, “Well, you just need to record it,” as opposed to having a conscious observer. There's a measurement device.

Then of course, how do you know that it's been measured until somebody, some conscious observer actually looks at that measurement, right? It gets back to a lot of interesting issues. There's actually another version of the double slit experiment called the delayed choice experiment that is even more fascinating.

[0:41:28.3] MB: Yeah. That was really cool.

[0:41:29.4] RV: Yeah. What that is saying is that not only is matter not what we think it is, but time is not what we think it is. The idea is that even after the choice is made, whether it goes to slit A or slit B, another choice is made, or the particle travels a certain period of time. A good way to talk about this is to think about a galaxy that's sending light towards us. Suppose there's a black hole that's maybe, let's say a 1,000 light years away from us, maybe a million light years away from that galaxy. The light has to make a decision whether to go left or right. We have telescopes here on earth that are capturing the light that went to the left, versus the light that went to the right.

Now from our perspective, the decision about whether to go to the left or right of the black hole would have been made a 1,000 years ago, right? In a materialist worldview, that would make sense that the world is rendered, it physically exists, all those choices are made. What the delayed choice experiment is telling us and they’ve done versions of this is that the choice isn't made until someone or something observes that light, like the telescopes in this example.

It's almost saying, a 1,000 years ago it went left or right, but the choice is actually being made now, which brings up this question of what is history. Because if that history isn't determined until now, is it possible that the past can be changed just like the future? This gets into all kinds of fundamental issues, like false memories.

Stephen Hawking did a lecture at the Harvard couple years before he passed away, where he talked about information is being destroyed in a black hole. Therefore, you can't be sure of the past. If determinism breaks down, we were used to thinking of a straight line, A cause, B cause, C. If some of that information is suspect or lost and we can't be sure what was there, then it means we have to question our entire history.

Now it starts to look like we're in a Philip K. Dick novel, where we're characters with false memories for example, or Blade Runner, Androids. You get into all kinds of interesting issues going down that path, but the delayed choice experiment has been verified. It was a team of Italian scientists that not only had this particle make its choice of slit errors, slit B, it then went to a satellite a 1,000 miles away and they verified that that choice is not made until then which is in the future. They verified that the future actually is affecting the past.

Anyway, all this makes more sense in the context of a simulated reality, where you can change any information about any of the history, because it’s just information that's stored in the cloud server somewhere, than in a physical reality where things happen in one way that is a deterministic material universe.

[0:44:16.7] MB: It's so fascinating, because to me all of those experiments showcase almost the primacy of consciousness over matter, which in some senses would then come back if we cascade that all the way back to the earlier conversations about the NPC model and so forth, would basically essentially negate the idea that a simulation could generate consciousness. Not saying that there is a physical reality that exists outside of consciousness, because I think that that's what to me the conclusion of all of that quantum physics stuff is is basically, we don't really know what physical reality is or isn't, but we know for sure that we're conscious and that when we observe it, our consciousness can interplay and impact at a quantum level.

To me, that means that consciousness doesn't just spontaneously arise. It's almost like a property or something that's a part of the universe fundamentally. I don't think that it could just crop up in a billion random NPCs in a simulation. Does that make sense?

[0:45:03.4] RV: Yeah. No, it makes sense. It actually ties to what the world's religions have been telling us all along. I mean, I like to joke that religions are started when someone peaked outside the simulation. They've been telling us that consciousness exists outside the physical world. In the Eastern traditions, they've been telling us very much that it's an illusion or Maya, that everything we see around us is reflections and a very clear mirrors, what the Buddha said, for example.

Even in the Western religions, there's this idea that we have a soul that comes in and there's an eternal soul, which we tie to consciousness in this. It's not necessary that any one religion, I think necessarily has it right, but they're all telling us this idea that we exist outside of this physical reality and that we beam in and that we only have a view of a part of our consciousness while we're here.

[0:45:57.0] MB: Such a fascinating topic. I know Riz that we could probably talk for another three hours about this, but we're running out of time. I'm curious, for listeners who want to and I don't know if it's possible with this conversation, but for listeners who want to take action on something that we've talked about today who are interested in exploring this more, what would one piece of homework be that you would give them to take action on what we talked about?

[0:46:17.6] RV: First would be to get the book, right? The Simulation Hypothesis. It's available on Amazon, elsewhere. I have a couple chapters for free on my website zenentrepreneur.com. The other thing is I would say, sometimes people say, “Well, why does it matter to me if we're in a simulation or not?” If we exist outside the simulation, why would we want to be inside? I'd say, well, why do we play video games? Part of the reason is that we like to have experiences that we can't have outside of the game. I can't fly on a dragon and slay orcs in this physical reality. I can do it inside a simulated reality.

It's possible that we are setting up this game for ourselves and that a lot of the challenges that we face in this life, because some people say, “Well, that's all depressing.” For in a simulation, I’d say not necessarily. Some people say, “Well, I'd like to have just myself be a trillionaire and not have any obstacles, or really any issues.” Turns out, that wouldn't make for a very exciting game, right? If you think of the challenges in your life as achievements and quests where you need to level up and that is your quest roster that you're manifesting around you, it can give you a different perspective.

On the one hand, not taking so seriously. On the other hand, the challenges are the point, right? For your character level up in a video game, if there were no challenges, it would be a boring video game and the same thing is true with life. That would be my advices think of life as a video game.

[0:47:42.7] MB: Great piece of advice. In many times today, I feel we've hit on some really cool old-school Alan Watts lessons that he shared many, many years ago. Either way, Riz, this has been a fascinating conversation and I really wanted to thank you so much for coming on the show.

[0:47:56.1] RV: Sure. Thanks so much for having me on. This was a lot of fun.

[0:47:59.5] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

April 16, 2020 /Lace Gilger
Mind Expansion
David Burkus-01.png

Stay Social While Staying Distant - How to Strengthen Your Network During COVID-19

April 09, 2020 by Lace Gilger in Career Development, Influence & Communication

In this episode, we explore the science of networks and human relationships, uncover how people you’ve never met have a huge impact on your life, and look at how we can respond effectively to the COVID-19 pandemic with our guest David Burkus.

David Burkus is a best-selling author, speaker, and associate professor of leadership and innovation at Oral Roberts University for over 10 years. He is the bestselling author of four books, most recently the Audiobook Pick a Fight: How Great Teams Find a Purpose Worth Rallying Around. David’s work has appeared in the Wall Street Journal, Harvard Business Review, USAToday, and more. David has been ranked as one of the world’s top business thought leaders by Thinkers50 since 2017.

  • Get good ideas out of the ivory tower and drag them into the corner office. 

  • Don’t make life-changing decisions based on a sample size of one. 

  • The difference between what we think and what research actually says

  • We delude ourselves into thinking our results are the result of our own performance and skill much more than they actually are. 

  • Our results are much more driven by teams and people we surround ourselves with. 

  • You are NOT the average of the five people you spend your time with. 

  • “The three degrees of influence” - everyone you are connected to, and everyone they are connected to all have an influence on you and your life. 

  • A friend of a friend of a friend has an impact on your obesity rate, your habits, your happiness, and your career. 

  • The Framingham Heart Study - studying 30,000 people to understand what causes heart attacks… lead to some incredible understandings of networks.

  • People you don’t know have a statistically significant impact on your health and happiness.

  • We don’t know WHY the three degrees of influence phenomenon exists. 

  • We need to re-frame networking... no one likes going to networking happy hours.

  • Meeting random strangers is one of the least valuable ways to network. 

  • The two BEST things you can do to maximize the value of your network

    • Develop a system to check-in with people (weak ties) on some kind of regular basis

    • It’s much better to grow your network through the “Friend of a friend” than meeting strangers cold. Help people get connected. Build new connections through existing connections. 

  • Which weak ties should you re-ignite? What friends and lose connections in your network should you reach out to?

  • “No reply needed, I know you’re busy right now."

  • You don’t need to have something on your calendar to reject someone’s request to meet, just say you don’t have the “capacity" to do it.

  • What are the lessons we can learn from the global response to COVID-19

  • Ask yourself “what are we fighting for?"

  • The big question we must ask ourselves is - what do we do when this is all over? What is normal? What looks like normal?

  • America is the most polarized we’ve ever been… perhaps this crisis can bring us together. 

  • “The ally fight” - here’s who we are helping

  • “The revolutionary fight” - changing a norm

  • The best leaders in history don’t cast a vision, they put everyone else’s vision to words. 

  • Ask yourself 2 simple questions:

    • What do we do as a business?

    • How does what you do help us do that?

  • Collect stories that convince them they are in the right fight. 

  • “Job crafting” and cognitive reframing:

    • The tasks you do - do you do them differently?

    • Your relationships both internal and external - how does the work that you do help their fight?

    • Cognitive reframing…  

  • People are more motivated when they hear CUSTOMERS and people who are AFFECTED by the work via their stories - than hearing the CEO said the company mission for the 1000th time. 

  • Company culture is about:

    • Stories.. stories that get shared about the way you served a particular customer. 

    • Rituals...

    • Artifacts..what artifacts do people encounter on a daily basis that reinforce the culture?

  • Homework: By the end of the day, scroll all the way to the bottom of your text messages and say hi. 

  • Homework: If you are in a leadership role, now is the time to start asking your people

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • David’s Website

  • David’s LinkedIn, Twitter, and Facebook

  • David’s Podcast Radio Free Leader

Media

  • Ideas.TED - “At work, it’s not just about who you know; it’s how well you know them” by David Burkus

  • TED speaker profile - David Burkus

  • Article directory on Forbes, INC, Quartz, HBR, 99U, Thrive Global, Medium, 

  • Paul Axtell - “Q&A with David Burkus, author of Under New Management”

  • Mac’s List - “Why You Don’t Need to Go to Networking Events, with David Burkus” by Mac Prichard

  • [Podcast] The Learning Leader Show - Episode #255: David Burkus – The Hidden Networks That Can Transform Your Life (Friend Of A Friend)

  • [Podcast] The 1-3-20 Podcast (Daniel Pink) - Networking that Works - with David Burkus

  • [Podcast] Diane Hamilton - FRIEND OF A FRIEND: UNDERSTANDING NETWORKING WITH DAVID BURKUS

  • [Podcast] Jordan Harbinger - 36: David Burkus | How to Become a Networking Superconnector

  • [Podcast] Good Life Project - David Burkus: Upending Everything You Knew About Business

  • [Podcast] ELEVATE WITH ROBERT GLAZER - David Burkus on the Science of Networking

Videos

  • David’s YouTube Channel

    • Keynote Speaker David Burkus On Delivering A World-Class Conference Keynote

    • OUR GLOBAL FIGHT: OPTIMISM AND INSPIRATION AMID THE COVID-19 CRISIS

  • TEDx Talks - How To Hack Networking | David Burkus | TEDxUniversityofNevada

    • Why you should know how much your coworkers get paid | David Burkus

    • Why Do We Keep Our Salaries Secret? | David Burkus | TEDxUniversityofNevada

    • Why Great Ideas Get Rejected: David Burkus at TEDxOU

  • Talks at Google - David Burkus: "Under New Management" | Talks at Google

    • David Burkus: "The Myths of Creativity" | Talks at Google

Books

  • [Audiobook] Pick a Fight: How Great Teams Find a Purpose Worth Rallying Around by David Burkus and Audible Studios

  • Friend of a Friend . . .: Understanding the Hidden Networks That Can Transform Your Life and Your Career  by David Burkus

  • Under New Management: How Leading Organizations Are Upending Business as Usual  by David Burkus

  • The Myths of Creativity: The Truth About How Innovative Companies and People Generate Great Ideas  by David Burkus

Misc

  • [Video] ConnectedtheBook - The Spread of Obesity in Social Networks

  • [Research Article] The BMJ - “Dynamic spread of happiness in a large social network: longitudinal analysis over 20 years in the Framingham Heart Study” by James H Fowler and Nicholas A Christakis

  • [Research Article] PNAS - “Cooperative behavior cascades in human social networks” by James H. Fowler and Nicholas A. Christakis

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we explore the science of networks and human relationships, uncover how people you’ve never met have a huge impact on your life and look at how we can respond effectively to the COVID-19 pandemic with our guest, David Burkus.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we discussed how to ask better questions, shared lessons from solving some of the world's most interesting challenges and talked about why you need to think about the job to be done with our guest, Bob Moesta.

Now for our interview with David.

[0:01:36.2] MB: David Burkus is a best-selling author, speaker and Associate Professor of Leadership and Innovation at Oral Roberts University for more than 10 years. He's the best-selling author of four books, most recently the audio book, Pick a Fight: How Great Teams Find a Purpose Worth Rallying Around. David's work has appeared in The Wall Street Journal, Harvard Business Review, USA Today and much more. David has been ranked as one of the world's top business thought leaders by Thinkers50 since 2017.

David, welcome to the Science of Success.

[0:02:04.4] DB: Oh, thank you so much for having me.

[0:02:06.0] MB: Well, we're really excited to have you on the show today. One of the things that I really like about your work is similar to what we focus on here at Science of Success, you have a big focus on having evidence-based research and applying things from science and research and actually making them really applicable, which I think is just such a great perspective and something that not enough people are doing today.

[0:02:29.5] DB: Oh, no. Thank you. This show, you guys are speaking my language, right? We were on that crusade from a long, long time ago. The way that I always describe it is I'm trying to get good ideas out of the ivory tower and drag them into the corner office, where nowadays the co-working space, or the spare bedroom, wherever work is getting done in 2020’s economy. We're trying to drag those evidence-based ideas into that to let you be able to do your best work ever.

[0:02:52.1] MB: It's such a great perspective and it's something that literally informs the mission of this entire podcast, because I feel there's so much – to me, research and science and evidence, it may not be a perfect foundation for knowledge and there's certainly flaws and things get revised and that stuff. To me, if you're going to look for some foundation of truth to build your understanding the world on, it’s a pretty darn good place to start.

[0:03:15.4] DB: Yeah. I mean, I agree. The thing that has always boggled my mind is how much we tend to latch on to the inspiration and motivation that comes from one person's story. Those are great. I mean, they make great movies and that thing, when we hear the rags to riches stories or those things. In psychological literature, which is my background or in any science, we would call that a sample size of one. You really shouldn't be making life-changing decisions based on a sample size of one.

Once you zoom out, I mean, the thing that I don't think a lot of people realize is that you can read the biography of a famous CEO, or you can read a study of 200 different CEOs, some of whom became famous and some of whom failed, compare the successes to the failures. Ironically, more people want to read the sample size of one than want to read that paper, but there's a whole lot more insights in that one that's looking at 200 different CEOs.

[0:04:04.7] MB: Totally true and such a great perspective. Meta studies and looking at bigger datasets is a critical component of really trying to actually understand reality, as opposed to just deluding yourself, or looking at a story that has survivorship bias and all kinds of other things baked into it.

[0:04:19.3] DB: Yeah, absolutely. Even just the idea that if you go to that person, like one of the analogies I use sometimes and I don't like this at all because I'm a Philadelphia Eagles fan, but the analogy I always use is if you had to learn football, would you call Tom Brady, or would you call Bill Belichick? I mean, obviously if the only person that'll talk to you is Tom Brady, great. But I don't want to learn from him, right? I want to learn from his coach. Even though his coach is an out-of-shape guy who hasn't been on the football field for anything other than coaching for decades, right? [Inaudible 0:04:47.4] mind, because he's studying multiple different players. He's studying beyond even his team. Sometimes he's doing it quasi-legally. He's studying lots of different things, and so he has a much better perspective than the person on the field.

We have this celebrity or hero-worship culture, where most people I think would actually want to hear it from Tom and that's a huge mistake. I would much rather train with the person that made Brady Brady.

[0:05:11.3] MB: At a high-level, what are some the biggest meta takeaways that you've been able to pull out of academia and really make very applicable that are evidence-based to improving yourself and being successful in life and then business?

[0:05:24.8] DB: Yeah. I mean, I think the biggest one and probably if there were a through-line through all of the different books, every book that I've written has tried to say, here's what we think, but here's what the research actually says. The big unifying thread through a lot of them has to do with teams. I don't know if this is a Western thing, an American thing, but I sense that it's actually a global thing, that we really tend to believe that our results are just the result of our own performance and our own skill far more than they are.

I mean, everything from creativity and innovation to your health, to your success in life is usually a result of the team that's around you. Some of this has been in that motivational speaker, right? We pay lip service to the idea that oh, you're the average of the five people you meet. Most of us never really act on that. First of all, realize that it goes way bigger than five. It's also not the idea that those people just push you. It's the idea that information flows through those people to you. The way that you see the world and the decisions that you make is dependent on those people in your team, but we tend to prize that solo idea a lot. The world and your success, all of it runs on teams.

[0:06:27.9] MB: That's a really good insight. You touched on one of my favorite findings and then things that you shared in your work when you mentioned that you're the average of a lot more than just five people that you spend your time with. I'd love to explore that topic just a little bit deeper.

[0:06:40.9] DB: Yeah. A lot of this comes out of my book Friend of a Friend. I'll tell you the most nowadays the way that it's worked, I get out a lot of hate mail from – this quote is originally from Jim Rohn and I actually have no problem with the quote. I wrote a Medium article, maybe two years ago about how he's wrong. I get a lot of people mad at me, because if you search for the Jim Rohn quote now, my article is the third thing you see. We get a lot of traffic to it and then I get a lot of people that are angry at me.

The truth is it's much bigger than that. We've known this for about 20 years now. 15 to 20 years, these two researchers Nicholas Christakis and James Fowler. It’s actually really fun. Nicholas Christakis has become one of the trusted voices as we navigate this COVID-19 pandemic crisis, because he's a network scientist. He studies how networks work.

One of the things that he and his co-author, James Fowler, found is that they call it the three degrees of influence. Yes, the people that you're closest to influence you. It's not just the five that you're closest to. Everyone you are connected to influences you and not just there. Everyone they're connected to influences you and everyone they're connected to. Your friend of a friend of a friend, right? Three degrees of separation or as they call it, three degrees of influence, still has an effect on everything from your obesity rate, or your level of physical activity, whether or not you have destructive habits like smoking or drinking, your happiness level, your career, all of those things are influenced by the community that you're a part of, not just the five people you’re interacting with most, right?

By all means, the research to support the idea that mastermind groups and really trusted teams are important and they help you in your success, but you also need attention to if you're going to invite someone to be an influence on your life, you should probably pay attention to what community you're pulling them out of, because that community is going to have an influence on you, whether you know it or not.

I mean, candidly as a parent, this is something we instinctively know, because when we're deciding who we want our kids to hang out with – We're not judging the kid. The kid doesn't know anything. We're trying to learn as much as we can about the parents. That's one degree of separation, or the community. It sounds really snooty for me to say this, but come on, we all do it because we all realize that that kid is going to influence my kid, but he's going to be influenced by those parents, so do I like those parents and that determines whether I'll let my kid hang out with him. We know that as parents. Very few of us act that way in our own life though, which is a big problem.

[0:08:57.9] MB: So interesting. I want to hear a couple of the stats, because there's some amazing – the level of impact is truly astounding, even on people who were a friend of a friend of a friend, or three degrees of separation away from you.

[0:09:08.6] DB: Yeah. Specific to the studies that Christakis and Fowler have done, there's three that I think are most interesting and I hinted at them. The first is obesity rate. To back up, if you will, because this is one of the few shows where I can get super nerdy like this. What Christakis and Fowler did was they used data from this thing called the Framingham Heart Study. My wife is a physician, we know all about the Framingham Heart Study because it's how we figured out what causes heart attacks basically.

Medical researchers in the New England area chose Framingham Massachusetts and set up shop there and studied basically the entire town, 30,000 people and counting have been a part of this study. We're almost three generations now. What it is is they basically recruited volunteers in that town and checked in with them on a regular basis. Not an annual physical, but multiple times a year and they took a lot of health data, right? The body weight and whether or not you smoke and cholesterol levels, blood pressure levels, all that sort stuff.

They also took a lot of social data. They didn't know what they were going to do with it. They just collected it. They asked questions like, “Who would you go to if you had an emergency? Who do you interact with the most?” All of these questions that Christakis and Fowler realized they could use to create a model of the network of the community of Framingham Massachusetts.

Because the study at the time that they found this data had been going on for 30 years, they could actually build a model that would change, that would progress. They could see the way new connections were made or people moved out of the community and all that stuff. It's actually really cool. If you're listening and you want a really fun thing to Google, Christakis has a TED Talk where he shows the video. You can also find the video on YouTube of this network changing in real-time.

Now they've got this network of people that are connected to each other and they've got the health data, so they can study how those two things interact. Their first finding was that your friends make you fat. I mean, you know what he said? We said it before. It sounds rude to say it. If you were around people who are obese, you have a statistically significant likelihood of becoming obese in your future. This is not correlational data. This is causal, because we're watching it develop over 30 years. We can see the link.

The same thing with smoking rates. Actually, the rates were cessation. Is that how you say it? Cessation of smoking. If you were around people that are non-smokers, you are more likely to quit smoking. If you're around people that do smoke, you're not going to quit in that 30-year period of time.

My favorite and this is where I get nitty-gritty on even percentages is was of happiness. There were questions in there. They actually used a survey. It's the reverse. They used a survey meant to figure out what the rates of depression were, but there were four questions in this larger, I forget how many questions, it’s either 10 or 12. There are four questions that have been used as a proxy for happiness or life satisfaction questions.

What they found is that if you are surrounded by people that are happy with their life, you are more likely to be happy with theirs. Your friend of a friend of a friend, so someone three degrees of separation, if the majority of those people that you don’t know, that you haven't met yet, but you have three links back to you, if the majority of them say that they're satisfied and happy with their life, you have a 6% greater likelihood to say you're happy with yours.

This sounds weird if you're not into the research. You're like, “Oh, big deal. 6%. That's nothing.” Well, it's actually a huge deal. There's very few things that can decrease your happiness or your chances of being happy by 6%. For example, if I gave you a $10,000 raise tomorrow, really a nice thing to do actually in today's current environment. I'm going to give you extra money. If I gave you a $10,000 raise tomorrow, that would only increase your chances of saying you're happy with your life by about 2%.

We've got three times. I mean, you really can't in the data say $30,000 worth of happiness, because it doesn't really work like that, but it's pretty close to that. We've got a massive, massive impact on your happiness that would take tens of thousands of dollars to buy just by the people that you are around.

Similar studies, I haven't dove into the research but, Christakis and Fowler, that research got picked up by a lot of different people. Literally if you google three degrees of influence, you will find all sorts of teams of researchers finding this to be true in so many different areas. It's fascinating

[0:13:00.3] MB: It's so crazy that people who in many cases you've never even met, who are friends of friends of friends of yours actually have a impact on your health. You made a really key point a minute ago, which is this isn't just correlation. It's actually a causal relationship as well.

[0:13:16.0] DB: Yeah. This is not a cross-sectional study. It's a longitudinal study, if we're going to get to nerdy terms. Cross-sectional is when I just do a screenshot capture, right? Here's what it is on this specific day. The longitudinal research allows you to build that model, watch it change and you can – now it's not as strongly causal as say, double-blind placebo-controlled study, like we do in medicine or something like that. You really can't do that study. This is as causal as a social network, or even an economic study can be, because you're watching it develop over time, which I think is huge.

The other thing I should say is what I find really funny about this phenomenon of the three degrees of influence is we don't know why yet. There's about four different theories of why this three degrees influence thing is – The best that I've ever heard explained and it was explained by Christakis is the idea that it's about norms. If you think about the bodyweight thing, what's an acceptable amount of weight to carry around your waist? What's an acceptable portion to eat in a meal? You're subtly influenced by watching the people around you and that shapes your norms and your senses of abilities.

We haven't proved that yet. That's just the leading theory. We still don't know why it is. I mean, I think it goes back to before we were civilized people. We are a tribal people, even from the beginning, and so it just makes sense that we take our cues about things from the people around us. What we don't realize is that if we're doing that, the people around us are also doing that, which means they're taking the cues from people we don't see, which really means to be honest with you, we need to start seeing them. We need to be able to explore that fringes of the network. We need to realize it's not our network. It's the network and we're just a part of it.

[0:14:46.9] MB: So interesting. I want to take this concept of network science and let's zoom that out a little bit and apply it to the current climate that we're interacting with. As we record this, we're right in the midst of the COVID-19 outbreak and this episode will most likely go live while it’s still happening. I'm really curious from that perspective. What do you think about this and how are people looking at it?

[0:15:09.9] DB: Yeah. I mean, there's a couple different things. Like I said earlier, my wife is a physician, so there's the sheer shock of how devastating this thing is and I don't want to make light of that in any fashion. From my world and my background, the last two books that I worked on, one was on networking and one was on how do you bond a team through that sense of purpose? Both of them were seeing play out in real-time. Here's what I mean; one of the biggest arguments that I made in Friend of a Friend, which came out in 2018 was that we need to reframe networking.

None of us want to go to those networking mixers, those unstructured events. We don't want to mix it up at the conference, right? Barely anybody stays for the happy hour at the end of the conference. We all think, “I need to escape back to my hotel room and check e-mail.” We don't want to do it anyway. There's a small group of people, let's say 10% of the population, the mega extroverts that like to do it and the rest of us like to hate those people. Just being totally honest.

The good news is that when you look at the act of networking, the verb of networking from a network science perspective, you find out that's not all that effective anyway. It's actually a better strategy to do two things really well. If you do them really well, you can skip any of these unstructured meeting strangers events.

The first is developing a system to be checking in with people on a regular basis, what we would call checking in with your weak ties, or dormant ties. These are specific terms. We're all really good at checking in at our strong ties, the people that we see every day, the people that we live with, the people that we work with, the people that we’re friends with. We're really good at checking with those people. Some of it happens by accident. Those people influence us more than anyone else.

The problem is we also think a lot alike, because of everything we've been talking about; the closer they are, the more they influence you. When you want new ideas, new information, new referrals to meet new people, if you go through that group, you end up having a very homogeneous network, because everybody thinks alike, acts alike, etc.

I mean, there's research and I covered in this the book that we are not a country of red states and blue states, or even red cities and blue cities politically. We are a country of red neighborhoods and blue neighborhoods. On the county or zip code level, people are segregating by that, which I think is fascinating because nobody – I mean, I guess around election cycle, we put the signs. Well, I don't, but some people put the signs out on their front lawn.

It's actually little things. If you drive a Ford F-150, I have a pretty good idea of who you're going to vote for in November, right? If you drive a Subaru, I have a pretty good idea of who you're going to vote for in November, right? We pick up on these little things and we chase that comfort. The people that are close to us and the people that they could potentially introduce us to, that's more of the same.

Your weak ties, the people you know but you don't really know all that well, you don't see them all that often and your dormant ties, which are people that you knew for a time, but for some reason or another, they fell by the wayside. These are your college friends, your former co-workers, those people that just life happens and you don't see them as often. They're a potent source of new information, new ideas, new opportunities, new referrals, because they're somewhere else in the giant network connected to a different group of strong ties. You get the opportunity to go through different from them.

Now why I think this is a really – I'm optimistic in that regard of networking is that this is actually a really good time to skip the meeting strangers thing, because you can’t, right? The events are canceled. We're all at home. This is a time to reach back to those weakened, dormant ties. The number one objection I normally got for two years when I would say you need to reach back out to those people we haven't talked to anymore – I mean, Matt, can you guess what the number one objection to, “Hey, Matt. You should be reaching out to the people you haven't talked to in a year or two years?” What do you think the number one objection is?

[0:18:37.9] MB: Hmm. Don't have the time?

[0:18:39.1] DB: Don't have the time. I mean, that's one and we have all of them. One more. One more.

[0:18:42.5] MB: I don't know what I would talk to them about?

[0:18:44.0] DB: Yeah. It's just so awkward, right? What am I going to say? I don't know what to do. I don't know what to say, and so I'm just not going to do it. I started calling it the clock of awkwardness, or the stopwatch of awkwardness, right? You talked to somebody and then the stopwatch starts. The longer you go, the more awkward it is the next time you reach out to them.

The crisis that we’re in literally affects everyone. I was on a Zoom call yesterday with someone in South Africa. We were talking about how South Africa is handling it. The day before, I was talking to somebody in Australia and we were talking about how Australia – Anyone in the world is at least thinking about this crisis, which means that it is totally appropriate to send an e-mail, or a text message, or even a phone call to anyone in that dormant tie category and just say, “Hey, I was thinking about you today and I wanted to check in. How are you holding up?”

You can even pro-offer help or anything like that, but just the act of saying, “Hey, wanted to check in and see how you're doing,” is a little touch point that can turn into a bigger conversation. Obviously, if they want to do it, right? If they don't want to talk, then that's fine. You can't bring everyone back into your circle. Now is the one time that all 7.7 billion people on this planet have a reason to reach back out to each other, to send goodwill to each other and it won't ever be seen as awkward, because why wouldn't you check in on the people that you care about?

In a weird way, that actually gets me encouraged that this thing that I've been telling people to do for a number of years now, pay attention to those weak and dormant ties and reach back out to them is something we all have the potential to do. Like you said, the first objection you gave me was don't have time. A lot of us have that time now as well.

[0:20:15.2] MB: Such a great strategy. I want to make sure I caught both pieces of this. You said the two best things you can do, one is to check in with people with your weak ties on a regular basis. What was the second thing?

[0:20:26.2] DB: Ah, yeah. I never got to it. Sorry. I got on my little rant about how now's the best time to reach back out to them. The second thing is that it's much better to be growing your network through the friend of a friend than meeting strangers, which is why the book is called that. I call that your one degree of separation, your hidden network, your friend of a friend, whatever you want to call it.

I think now is actually a pretty good time to be not only checking back in with those weak and dormant ties, but being generous with your network and potentially introducing people that are in your sphere of influence to each other and then also asking for introductions, or pro-offering introductions, that idea of getting people connected. That's more a time function than anything else.

The number one reason introductions between two people don't necessarily work is that we try and make them and we run out of time to follow up and they never actually have that chat. Now is a pretty good time to do it. We were talking about before recording, I'm overwhelmed at this point with it, but it's encouraging because it means people are doing it. I'm getting invited to these Zoom or Skype happy hour conversations on a almost daily basis, which is basically the smart people are doing it this way. I'm going to reach out to 10 people and say, “Let's get together on Friday at 4.”

I know that some of them know each other and I know that some of them don't, but I'm trying to create that community, trying to create those introductions for people. Now is a good time to do that as well. Like I said, this is the same one, when the book came out that I was arguing. If you do those two things, reach back out to your weak and dormant ties and then try and build new connections through your existing connections. You'll find that that's so effective that you don't have to worry about meeting strangers, which is great because it's really hard to do right now.

I mean, there are some people that are taking this time and using it to send cold e-mails to Mark Cuban to try and get his attention, which was wrong before the crisis and is definitely wrong now. That idea of trying to just cold outreach and convince people, or going to that networking meetup and trying to meet everybody, it didn't work all that effectively then, it's even less effective now. The two strategies you can use are the ones you should have been doing anyway. Weak and dormant ties and going to that one degree, that friend of a friend introduction piece.

[0:22:25.3] MB: I want to come back to the Zoom happy hour thing, because there's a question about that that I'm really curious around. It applies well beyond that, but we can use that as a specific example. How do you think about saying no in the context of networking, social engagements, that kind of thing and how do you think about which weak ties are the ones that you should reignite?

[0:22:46.2] DB: I mean, I'm not actually all that choosy. I'm going to answer in reverse order. I'm not all that choosy on which ones you should reignite. There are some people in your life, there are definitely some dormant ties, people you haven't talked to in two years and there's a very good reason you haven't talked to them in two years, right? We're not talking about those people.

Pretty much anybody else, it's worth doing. In my mind, there are all sorts of software now and things you can do to build a habit and say, “Oh, it's been 90 days since you talked to this person, or it's been six months since you talked to this person.” Reach back out. I don't like that, because I don't find it as organic. My goal for people is when they pop into your head for whatever reason, you should reach back out to them, right? I sent an e-mail today to some people, I would call them weak ties. We almost did some business together, but then we didn't for various good reasons. I'm not sour about it. Just didn't work.

They're in Seattle and I was reading a story about how Seattle is handling the COVID crisis and I thought, “You know what? I should check in with them.” I sent an e-mail to two of them and just said, I mean, literally exactly what I was encouraging people to say is, “Hey, I was thinking about you today, because I saw this. I just wanted to check in and see how you're all doing. If I can help in anything, let me know, etc.”

Actually, what I often do with these people too is I write, “No reply needed. I know this is a rough time.” People reply anyway. The reason I write ‘no reply needed’ is I want them to know I don't have an agenda. I'm just legitimately checking in and trying to send them well wishes. If they have the time, I'd love to talk to them. If they don't, no worries. I'm not offended by that.

In that is actually the answer to your first question too, which is so much of this right now I think is a function of time and whether or not you have the capacity. When we all suddenly watched our entire late March and April calendars just reset and every out appointment was cancelled and all that stuff. Some people, probably the mega extroverts, because they were going to go into with people withdrawals in this situation.

Some people started organizing a lot of this stuff right off the bat just naturally, which is great and super encouraging. For some of us, it created a problem of time now. I have too many things to do between my live-streamed yoga class and my Zoom happy hour and homeschooling my kids. I have too much stuff to do now, so I have to say no.

I think time is really the function that most people ought to be using for no. The weird thing is we think that when we decline an invitation because we don't have time, we need to specifically have something already on our calendar at that time in order to legitimately reject the request. I don't do that. I got to give a caveat here, because this is a Science of Success Podcast. I don't have data for this. This is all anecdotal what I'm about to say.

What I've taken to doing is I will say, “I'm so sorry. I don't have the capacity to make that work in my schedule right now.” I could have nothing on my schedule for that afternoon. I just would feel overwhelmed that I needed some downtime, right? That's what I mean when I say capacity. I'm not really blaming, like I can't do it right now because I'm booked, because that only works if you're not booked.

What I often say is I can't do it, because I don't have the capacity to do it right now. Then either pro-offer, like we could circle back a little bit later or something else. That's the polite way that I've learned to decline people. To be honest with you, if that came from as soon as I was an author getting all sorts of requests to like, “Hey, would you write this unpaid piece for our newspaper article to promote your book?” At first, you do it because you want the book out and then people keep offering and eventually, you have to be like, “No, I don't have the capacity to write that much stuff. I just don't.”

I've learned over time, again no data. This is a sample size of one, so I'm breaking my own rule here. That's what I've learned is when you're turning people down, don't lie and you don't even have to say, “I'm booked.” You can say, “I don't have the capacity to do it,” which is highly dependent on the individual person what your capacity is, so it's never a lie.

[0:26:13.1] MB: I love that strategy and really the permission to say just because you don't have a meeting on your calendar, doesn't mean that you don't have the attention, the time, the energy, whatever to take that meeting is a great – really, really great mental model or heuristic to think about that.

It reminds me of a story, one of my favorite little anecdotes from Tim Ferriss is he talks about he has the time for his mom to call him for one minute every hour, but he doesn't have the attention to deal with that. It's the same principle in some sense, but I really like that word ‘capacity’, because it's a great way to simultaneously give yourself permission to say, “Okay, just because I don't have a meeting at 3:00 doesn't mean that I can just take this call or take this meeting that's going to distract me and draw me away from what I'm really trying to focus on.”

[0:26:59.5] DB: If you're the type of person that can get away with being like, “No, because I don't want to,” then great. That works really, really well. I think that offends more people than it doesn't. It's basically saying the same thing, right? The reason I don't want to is 99% of the time, it's not because I don't like the person inviting me, it's because if I do that, I realize that I'm going to over stretch myself, or I'm going to have to give something else up or whatever. I've started leaning on that word capacity pretty profusely. I found that I've never gotten, “Oh, come one. I know you’re free this afternoon.” I've never gotten that. I've just gotten a, “Yeah. Yeah, I totally understand. A lot of us are stretched,” and that works really well.

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[0:29:23.8] MB: I want to zoom out even further and talk about some of the broader social implications and lessons that we can extrapolate out of dealing with this whole crisis.

[0:29:34.7] DB: Yeah. I think this is a massive time where we're seeing – we were talking right at the top about how that big misconception around individual talent, your results are the result of your just individual strengths and weaknesses, knowledge, skills and abilities, whatever. Really, it's a function of the team. We've never seen that at this global level.

The other reason I'm almost – I don't want to say encouraged, because I'm not encouraged. People are dying. It's not that type of thing. But I'm inspired by our ability to meet that challenge, because I don't know that we've ever seen a truly global – I use the term fight, because the most recent book is called Pick a Fight, but we've never seen a truly global struggle. The results of it have actually been amazing.

The way that communities and countries are sharing data and working together and collaborating on stuff, I mean, the thing that really made this apparent to me was in the initial days of this crisis, if you follow the whole thing, let's say. I mean, started before this, but let's say Jan 1, people started seeing what was going on in China and going, “Oh, this is pretty serious.” Most of us at that point were still, “This is pretty serious. I hope they find a way to recover.”

Most of us weren't thinking about ourselves and our own country until late February, early March. Even then, we weren't taking it seriously. Then around mid-March when we truly realized that this is something that could kill millions of people, we started seeing borders come down, even though they were closed. Travel-wise, they were closed. Information-wise and collaboration-wise they were open like never before.

We started seeing people doing research on – I mean, there's no cure for a virus, but people doing research on what medicines could lower the symptoms faster and get people in recovery faster. Normally, I mean, you know this because this is the academic community. Normally, you don't want to get scooped, so you do your research and you hide it and you play it really close to the chest, because you don't want anyone with this.

Instead, we saw doctors and researchers creating websites to post their paper and going, “We don't have time for peer review in the hidden world of journals. Our peer review will be putting up a website and letting you look at our data. If it helps, you could do it.” That's how we found what medicines we should be using and all that stuff.

We're seeing companies that have manufacturing capacity, but don't manufacture what's actually needed, re-learn and even work with each other. The thing that I think is the craziest is Ford Motor Company working with GE and 3M, which are two other major manufacturing things. Ford going, “We have the capacity to produce ventilators, but we don't have the know-how.” 3M and GE being like, “Oh, we have the know-how here. Let’s figure out how to do it together to create more ventilators, which is something that we desperately need.” We're seeing this on such a huge level.

Ironically, this is the main thesis of the book that I came out with a month ago. Now, I have to say I did not predict this at all and my evidence of that is that I published this book as an audio book only on the assumption that leaders, just like that our podcast listeners are also audio book fans and that they would prefer to read this on their commute to and from work, that no one has anymore because no one's commuting to and from work.

Not the best medium, but the message is about how when there is a global threat, when there is a global struggle or a need for reformation or revolution, really disparate communities find a way to bond very, very quickly. There's a ton of research out there about team building and that stuff and all of it is about working together and better understanding, etc. None of it really paid attention to this fact that if you can point to a threat and you can say that thing is an evil in the world that will affect us all if we don't work together, humans have always actually been good at putting all of those differences aside in those moments and working together. We've seen it throughout history.

I don't know that we've ever seen it on a global level like this. Even World War II was half the world fighting the other half of the world. Humans do that all the time. The other thing that I saw that was encouraging, it made me want to write Pick a Fight, is that we know about purpose, we know about start with why, we know about why we need to be purpose-driven companies, or people, or all that stuff, but how you define purpose is really, really vague.

The argument in Pick a Fight was that if your people or you can answer the question, what are we fighting for? Even if you don't use fight language ever, but if I ask you that question and you understand what I mean and can give me back an answer, then you have a sufficiently inspiring, actually motivating purpose. If you have something other than ogro revenue or shareholder value or something like that that doesn't motivate people. This isn't again one of those examples, where the entire world old is united in one global purpose, because if you ask anybody, I mean, literally I don't think people frame it like this as often, but if you thought about it for three seconds, if you're staying at home, if you're not listening to this in the car this week like you normally do because you're working from home, you are engaged in this fight to save the lives of your fellow humans. We are all fighting for this.

Even if it doesn't feel like it. Even it feels like only doctors and nurses and people making ventilators are fighting, we're all fighting together by this. You are literally motivated to do that work of staying home. I mean, Tiger King on Netflix helps, but you're motivated to stay home because you see it as this is this thing that we are all fighting together and we need to overcome. We need to put up aside all of those differences. If it means stay at home, it means stay at home. If it means mask up and get to work, it means that. We're all motivated and inspired by that, because we all have this purpose that meets that what are you fighting for litmus test.

[0:34:40.5] MB: Yeah. Great insight. There's a couple different avenues I want to explore coming out of that. Ine of the most interesting things that I was looking at and I don't know if this directly applies to your work, but I think it's worth getting your perspective on. I saw some research recently that was talking about how you hear these people talking about the collapse of society and the probability of that – could that happen, all this stuff. Actually saw a really interesting study that was talking about during times of crisis, humans actually become more pro-social and band together. It's really the opposite of that doomsday scenario. The reality is that these are the exact times that we stick together and we team up and we support each other.

[0:35:19.2] DB: Yeah. I mean, you almost always see, natural disasters tend to be the ones that are the most pro-social, because in those situations there's no one to blame. This is actually one of the points we put out in the book. In normal times, your fight can't be you against some other competitor, because that doesn't actually motivate people. I mean, it does, but it motivates them to act unethically, or in anger, or things that aren't actually overall productive.

We tend to see that in natural disasters where we would predict, “Oh, there's going to be this and that.” In reality, people act more pro-social. Now that's not everyone, right? In hurricane situations, there is still looting because there are some jerks there. There's a whole lot less than they should be.

I live in the middle of the country where that's been the big thing since this whole stuff started is people are stocking up on guns and ammo. I'm like, “Guys, you're not going to need that.” If you're really worried about people breaking into your house, put a sign that says, “We're in COVID-19 quarantine,” on the front of your house and no one will break in, right?

[0:36:10.5] MB: That's good insight.

[0:36:12.5] DB: In reality, what happens throughout history when we feel whether it's attacked, like September 11th, I think it was Hirohito. I'm bad in my history on this, but after the Pearl Harbor attack in World War II, it was either the emperor or was General Hirohito have said we have awakened a sleeping giant. Because what they didn't realize was that now these people feel even more threatened, and so they are going to bond together even more.

We almost always do that. I mean, this was the impetus for Pick a Fight was I was upset that we talked about that as a, “Huh. Isn't that interesting?” What we don't say is that while we understand the importance of purpose and of having a good why and having a cause and a mission and a vision and all of that stuff, we're not actually leveraging that bigger thing which is we as a people love to fight for a just cause. We'd love to fight for something to remove an evil in the world, even if it's an evil that hit us and we come back late down.

What's the Tony Stark line from Infinity War, right? We're not the defenders. We’re the Avengers, so we need to go and actually avenge this. We act that way. Sometimes we're the defenders and sometimes we're the avengers. Whenever those negative events happen, that is our natural response is, that pro-social behavior.

Again, there's biological reasons or sociological reasons we could talk about us as a tribal creature for, but I just think it's because one of our huge underlying motivations is that we want to make an impact in the world. When we're in times of crisis, it becomes easier for people to see what that impact they can make is, and so they do it.

[0:37:44.3] MB: What are some of the – and you touched on one or two of these already, but I want to explore deeper some of the lessons that we can learn and start to apply as leaders from both this global response to the pandemic and also from all the work and the research that you did for Pick a Fight and your other work.

[0:38:02.4] DB: Yeah. I think the big thing that we need to be asking is what do we do when this is over, right? As we're recording this, this is the time to talk about it. For the first couple of weeks, I get it. Every leader, every team leader, everyone was trying to figure out how this thing was going to reset their lives. We're at a point now where we have a pretty good hand. I can't tell you what's going to happen, but it feels like things are settled. We have a plan of action. Life's not going to go back to normal tomorrow, but we can look a few months out and see things going back to normal.

The big question for leaders is do we want to go back to normal, right? We've seen the way that this outside crisis and we saw this September 12th, 2001 was the best day to be an American. I mean, the tragedy that happened the day before was horrible. It was horrific. The way that we were bonded on that 12th was amazing. Unfortunately in lack of a threat over 20 years, we've now moved back into we're the most polarized we've been well in 20 years, right?

I'm not saying the prescription is to hope for another crisis or another attack. I think the prescription for leaders is to use that ability to influence and inspire to point to some other crisis in the world. On an international level, there are a host of global crisises, yeah, that's the way to plural that, that we could go after. Even in your own company. One of the things I've been encouraged to see is as I was writing the book, I was working with a couple different companies, large and small, really just stress test these ideas before I put them out there in the world. So many of them have come back and actually said, in this time we redefined our fight, or we double down on it.

One of my buddies is an entrepreneur that runs a chain of personal training studios in Canada. Just like there as here, every gym, every person, all of it is closed. His entire business is forcibly closed. No mistake he ever did. If you asked them before what are we fighting for, we're fighting to get people healthier, we're fighting to keep people alive, because we know that actually, even in the midst of the COVID-19 crisis, we know that if you are relatively healthy, you are at much less risk, right? We're fighting to keep people alive through health. That didn't change when the government forced their gyms to closed.

In a matter of a week he said, “You know what? We're still fighting the same battle. How do we fight it in this current environment? All we have to change is our strategy. We don't have to change our fight.” Within a week, they had pivoted to this entire system where if you were a former client, you can still get on and work personally with your former trainer that you just do it over distance, over video call, etc., right? Because they were still willing to fight.

That's I think the big thing for leaders, if you had a good answer to that question, what are we fighting for? Then what you need to be worried about is how the strategy changes because the environment changes, but the fight doesn't change. If however you're like a lot of organizations, I mean, 8 out of 10 people in the world are disengaged or actively disengaged in their job, so there's a lot of organizations that might say they have a purpose or a mission statement, but really don't have a fight. Now is the time to point to that thing.

I outlined a couple different templates of fights in the book. I think the one that works the best for a lot of organizations is either the ally fight, which is what things like Ford are taking advantage of now, here's who we helped by continuing to exist. Or the revolutionary fight, which is this is a norm that our industry has accepted and we refuse to accept that any longer. Those are two that are really, really solid for refocusing people's attention on bigger things. It's not about market share or profitability. It's about changing the environment to bring more justice to it, or to bring a better outcome for our customers, our clients, whatever it is. It's about changing that.

I mean, it's literally a revolution. I think now is the time as we're looking to the rest of this year and to the future, to pull that lesson back and go, “Yeah. My people have known what it is to help fight for something now, so I need to point to that bigger fight moving forward.”

[0:41:45.6] MB: If you feel you don't have a fight, how do you start to think about one?

[0:41:51.9] DB: Yeah. I have to answer this on two levels. There's a leadership level and the individual level. On the leadership level, one of the grand ironies that I found is that what you – it’s not just enough to say, “I don't think we have a fight.” You might actually be better off in that situation. The bigger problem is thinking you have a fight and realizing that your people think they're fighting a different fight, right? You think that you do a good job.

This is a big misconception about leadership in general. Leaders don't cast a vision. We talk so much about that; casting a vision and getting buy-in on the vision and mission. The smartest leaders in history don't do that. What they do is put to words the vision that people already had, right? Martin Luther King gave an amazing speech to the Million Man March about his dream, but the 600,000 people that tuned in to hear, what they actually heard was their dream. He just put it to words.

I really don't like that it's called the ‘I Have a Dream speech’, because literally what he's doing is he's saying everybody's dream. he's finding a way to put it – Well, not everybody, but everybody was their dream. He's finding a way to put it to words. Your biggest thing in my opinion is to look at what resonates with your people. There's a bunch of different ways to do it. There's activities that we can do to do it or whatever.

The quick-and-dirty is this, find some time over the next two weeks to ask everybody on your team, pull them aside for 90 seconds. Tell them they're not in trouble. This isn't a pop quiz. Your job doesn't depend on this answer. Ask them two really simple questions, what do we do here? What business are we in? What do we do? Then how does what you do help us do that? What you'll find is that depending on their answer, they’ll either talk about how your company exists inside the industry, or how your company exists with customers, or how it plays against competitors and all of those things are going to give you a hint at what template, like I was talking about the revolution and the ally fight, what template you can use.

If they talk a lot about the industry and how they're different from the industry, then what will probably resonate most with them is that revolutionary fight. If they talk a lot about the customers, then it's probably the ally fight. Your job at that point isn't to come up with your own vision, it's to put to words that vision that they already have. Then after that, it's to collect stories that convince them that they are fighting the right fight. You don't have to keep spouting the vision.

I mean, I can't tell you how many times I've rolled my eyes, because I've worked for a company where the senior leaders are great at saying the mission statement and no one else remembers what it is. We hear it, we roll our eyes, because we know it would be different in 18 months when they read a different book. You know what I'm talking about. We've all been there. Your job shouldn't be to do that. Your job should be to collect the stories that tell people they are in the right fight. That's on the leadership side.

On the individual side, it's actually the same questions, but what we call in the psychological literature, this is referred to as job crafting. It's that cognitive reframing. You want to pay attention to three different areas in the work that you do, the actual tasks that you do. Do you do them differently than other people because you found a better way to do it? That might be a little mini-revolution. Are there some that you do and they totally drain you?

You might even think about taking them off of your list, because you don't see how they answer that question what do we do here and how does what I do help us do that? You also want to look at your relationships. Not only customer relationships, but the people that you work with that would be your internal customers. Can you see a real through-line about how the work that you do helps their fight maybe?

Then lastly, there's that cognitive reframing, which is really flows out of the tasks and relationships piece and is really about that idea of okay, if I look at these different templates and I look at what I do and who I do it for, what's the best way that I can reframe that? The best example of cognitive reframing is that John F, Kennedy line where he is touring around NASA and he talks to the janitor and he says, “Oh, so what do you do for NASA?” He says, “Oh, I'm helping put a man on the moon.” He is, because he's helping feed into that system. He's done a great job of cognitively reframing what he does. The task didn't change, the people didn't change, but the way he thinks about it didn't change.

Again, depending on if you're in a leadership role and you have the ability to do that survey and set, here's what I think we're fighting for, you definitely need to be doing it. If you don't have that, or you're a solopreneur or something like that, then we just need to look at it that individual level and how can we job craft in so that we feel the work that we do answers the flight that we're called to fight.

[0:45:48.7] MB: Great piece of advice. I want to come back to the idea of collecting stories to help convince people they're in the right fight. Because you touched on something that is very common phenomenon in the workplace, which is somebody reads a business book and then they come in and the mission is this. Then six months later, it's a new mission, etc. How do you avoid that mission creep, that purpose creep, the shifting sands and really stay focused on the fight?

[0:46:13.2] DB: Yeah. Well, I mean, so first of all, you stay focused on the fight. This actually makes me a little sad. If I can nerd out for a bit, one of the mega professors of our generation is Adam Grant, right? We know him as the give-and-take guy. We know him as the originals guy. There was a study that he led on I think it was something to the effect of the salience of purpose, or the salience of mission. Basically, it looked at whether or not employees of a company were more motivated by hearing their leader talk about what they did, or were more motivated by hearing customers of the organization talk about how that company helps them,

and you know where I'm going with this. It wasn't even close, right?

We are naturally more motivated when we hear it from people who are directly affected from our work, than the people who are leading our work. I think the big thing there is either staying on mission all the time, or stop. It's not your job to say the mission all the time. Then that'll help fight mission creep right off there. Your job is to affect company culture. If you run an organization that is large enough to where you don't directly touch every employee, they don't directly respond to you, then you need to rely on company culture to shape their behaviors, not your own charisma.

I mean, there's a bunch of different research on company culture, all sorts of different models and that stuff. I'll boil it down to this. It's about stories and rituals and artifacts. Stories are exactly we've been talking about; the stories that get passed around about the way that you serve that one customer. The nerdy example and it's a little outdated, but there's this example about Nordstrom, which is a huge customer service company and they tell this story about a person who came in and wanted to return his tires.

Then because customer service is super important, the Nordstrom employee said, “Yeah, yeah. How much did you pay for them? We’ll refund your purchase.” Nordstrom doesn't sell tires. They're not Sears, right? They just sell clothes and a couple other luxury department store goods, but he did it anyway because that would have been what satisfied the customer. That's what I mean when I say stories. Or that story of the person that's been anything, that's been positively impacted by your fight.

Artifacts are those visual images, those physical things that you can point to that really help convey that sense of mission. One of my favorite companies in the universe is the WD-40 company, not just because I love their products, but because they have been really focused on if you ask them what they're fighting for, they'll actually say each other. They've been really focused on we just happen to sell WD-40, but our real reason for existence is to create a community and a culture where everybody can thrive.

They use the term ‘tribe’. Depending on where they are, what offices – I mean, they’re a global company. They have usually first-world, or aboriginal, or there's a teepee in the front of their home office, which is cultural appropriation, but you get what they're going at, because they're using all these visuals to reinforce the idea of try. That's artifact.

The last thing is rituals. What are those little things that we do? I have a good buddy of mine that runs a minor, minor, minor, minor, minor, minor league baseball team in Georgia called the Savannah Bananas. Their big fight is they're fighting for the fans, because baseball is basically ripping off fans. The tickets are too expensive. You get nickel and dime, you get in there, the game itself is boring. They have this little ritual where they say they stand for their fans.

If you went in in the normal week and you walked into the box office to buy tickets or something like that, every employee that sees you walk in will stand as if you're the president, or a Supreme Court justice or something like that. Just a little ritual, but it reinforces that idea of what we're fighting for.

That's your real job as a leader. It's not to get up there and bloviate and spout this thing. This is where I think the era of casting a vision has dealt us wrong. It's not about your own charisma at that point. If you run an organization that's large enough, it's about how do you collect stories, how do you determine what artifacts people are going to encounter on a daily basis and what are the rituals we can use to reinforce that idea of this is what we're fighting for. That is what builds up company culture and that is your real job as a leader.

[0:49:53.5] MB: Fantastic advice. We've touched on a number of really valuable strategies, ideas, insights, etc. What would be one action item that you would give to listeners to take some concrete action to implement, one of the things we've talked about today?

[0:50:09.6] DB: Yeah. I'll give you two, because we’ve talked a lot about this networking piece in a world of COVID and we talked about the purpose piece. The first on the networking side is by the end of the day and the easiest way to do this actually, take your smartphone if you've got one, if you got a dumb phone, you could still do this, but it's easier. Open your messages app, your text messages app, scroll all the way to the bottom, because if you didn't know this already, it's sorted by frequency of interactions.

The person you haven't talked to in the longest is right there at the bottom of all of your messages. Send that person a text message and just say, “I was thinking about you today. How are you holding up in the midst of all of this?” Just say that and see what they say back. It will probably provoke a larger conversation and it'll be great to catch up with that person. If it doesn't, do it again on the next most one until you get that.

Now is the time to be doing that, because first of all – I don’t want to say we all have the time, because our capacities are different, but we will all receive that message as a beneficial message, as a non-awkward message, so now is the time to do that.

On the leadership side, if you are in a – or on the purpose side, if you are in a leadership role, now is the time to start asking your people. Just the one-on-one randomly, ask one of them. Every time you're on a call with them this week, ask one of them to stay and just throw them that 90-second question. “Hey, what do we do here then how does what you do help that?” If you're not in a leadership role, that second question is the more important. What do we say our purpose as a company is and then how does what I do help that?

You may have never actually thought through that and that's actually all you need is to figure. The fancy term in the research literature for this is ‘task significance’. All you really need to do is draw that line between the work that you do every day and the person who's helped from that. That's often enough to increase your productivity, your motivation, your inspiration, even just your general feeling of well-being as a result of doing that. Now we've got a little bit more capacity in our schedules to do that deep reflection. Ask yourself that question. How does what I do help with that larger organizational mission?

[0:51:56.9] MB: David, where can listeners find you and all of your work online?

[0:52:01.7] DB: Yes. I'll tell you, if you're listening to this and you've been listening to this all the way through, then the single best place would be the show notes for this episode. Scienceofsuccesspodcast.com. Matt and his team do an amazing job with details of this whole interview, but then also all the links. I mean, my last name is really hard to spell and weird and didn't you're not going to pull over and type it in anyway. Just double tap the cover art, right? Or go to the show notes for this episode, because you already love Matt's work and I'm there. I hope you do, because I hope we keep this conversation going, but that's probably the one best place on the entire interwebs if you're listening to this. That's the best place to connect with me.

[0:52:33.4] MB: David, thank you so much for coming on the show, sharing all this wisdom, some great advice and some really interesting insights.

[0:52:40.5] DB: Oh. Thank you so much for having me.

[0:52:42.1] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

April 09, 2020 /Lace Gilger
Career Development, Influence & Communication
Bob Moesta-03.png

Why People Do What They Do & What It Means For You with Bob Moesta

April 02, 2020 by Lace Gilger in Decision Making

In this episode, we discuss how to ask better questions, lessons from solving some of the world’s most interesting challenges, and why you need to think about the job to be done with our guest Bob Moesta. 

Bob Moesta is a founder, maker, innovator, speaker & now a professor. Pioneer of Jobs To Be Done Theory; Innovation & new venture expert on creating, developing & launching of new products & services. The co-founder and president of the ReWired Group, Moesta helps leaders and companies repeatedly innovate and reliably predict and drive lasting success. He is also the co-author of Choosing College: How to Make Better Learning Decisions Throughout Your Life. 

  • How do you go from not being able to read and write to becoming a thought leader and expert?

  • The power of asking questions.. asking the questions that people are afraid to ask

  • Working on bombers, missiles, consumer products, gum, pokemon and much more. 

  • How do you ask better questions? Going back to fundamental principles 

  • Most businesses know everything about their consumers.. except for WHY.. dig WAY past the surface layer

    • Get into social, emotional, and functional reasons of why people behave a certain way

    • See the FULL CONTEXT that people live in

    • Understand the outcomes that they are desiring 

  • Oftentimes irrational behavior becomes rational within the context they are in. 

  • What is value and what do people value?

  • After people buy something they 

  • Based on criminal and intelligence interrogation 

  • Nothing is random, just because someone didn’t plan to do it doesn’t mean it’s not caused. There’s no such thing as an impulse purchase, there was a TON of latent context that led to that purchase.

  • "Context creates value and contrast creates meaning."

  • Context adds as much value to the product as the product does. 

  • Where and when in space and time is often more important than the product itself. 

  • “The struggle is the seed of all innovation."

  • The inability can create a super ability. 

  • You have to listen to what people are saying and also HOW they say it. 

  • Context, Outcomes, Trade Offs

  • Questions create spaces in the brain for solutions to fall into 

  • Supply-side vs demand-side thinking

  • How do you filter signal from noise? How do you determine what causes people to make decisions?

    • Functional energy (saving time, money, etc) 

    • Emotional energy (make me feel less bad, make me feel good)

    • Social energy (what other people perceive about me)

  • What are the energies that driving someone to say “today is the day I need a new mattress” - there are an infinite number of descriptions but a finite number of causes 

  • There are multiple answers to the same question.

  • Consumers don’t know what they want. To ask them what they want in a product isn’t always helpful. They don’t know how to design a mattress, they don’t even know how to buy a mattress. 

  • How do you dig deeper into human behavior and see behind the language that people use 

    • Mirroring 

    • Think of it as a documentary... 

    • Focus on the sequence of events and what happened (not what they say they thought)

    • Passive Looking vs Active Looking

    • First Trial

    • Usage

  • Customer interviews are the method to extract that information. 

  • You have to tie feelings back into ACTIONs taken

  • Talk to people who’ve already made the decision.. not people who say they want to… understand their story and their journey.

  • What is PROGRESS and why is it so important to product design and sales?

    • Why am I doing something and what progress am I hoping for by doing it?

    • What progress are you hoping for when you...

      • Buy a new car

      • Move

      • Go on vacation

      • Buy a new house

      • Buy a mattress

    • Everything is a movie... what causes people to take ACTION?

      • Pulls..things that make you want to go 

      • Anxieties.. things that stop you

      • Habits... 

  • It’s almost never about money, it's about VALUE. 

  • Everything is CAUSED.. everything has a full context. 

    • The story of hammering a nail. 

  • There are 28,000 products in the grocery store... and you might buy 10 of them. 

  • Where does growth come from? Growth comes from where people want to make progress but they can’t. 

    • They don’t have access

    • They can’t figure it out. 

  • Why don’t they teach sales at the world’s top business schools?

  • Companies don’t think about CUSTOMERS when they think about sales.. they optimize for funnel and efficiency.. instead of thinking about how customers want to make progress. 

  • The concept of “Demand Side Sales”

    • First Thought

    • Passive Looking

    • Active Looking

    • Deciding (making trade-offs and setting expectations)

    • First Use (onboarding)

  • Customers and consumers have their own implicit systems for making progress. 

  • First thought...

    • Ask question

    • Give metric

    • Tell story

    • State the obvious 

  • Understand the BUYING PROCESS instead of the SELLING PROCESS. 

  • Homework: Interview a coworker, friend or loved one to get to the root cause of why they bought something. Take 30 minutes and dig into it. turn it into a documentary in your mind.. and see the motivations and factors in context.

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Bob’s Website

  • Bob’s LinkedIn and Twitter

Media

  • Forbes - “How To Increase Consumer Confidence In Higher Education” by Carol D'Amico

    • “Why Lazy Rivers Have Their Place On College Campuses—And Yet Still Might Just Be Lazy” by Michael Horn

  • The Hechinger Report - “OPINION: When the next step isn’t college” by Michael Horn and Bob Moesta

  • Inside Higher Ed - “A Not-So-Tidy Narrative” by Michael B. Horn and Bob Moesta

    • Author Discusses his Book ‘Choosing College’ By Scott Jaschik

  • Harvard Business Review - Article Directory

  • [Profile] Crunchbase - Bob Moesta 

  • EducationNext - “In Choosing, and Paying for, College, Choice Has Benefits” By Jason D. Delisle

    • “What Colleges Can Learn From Toyota” By Michael B. Horn and Bob Moesta

  • EdSurge - “How Choosing a College Is Like Buying a Milkshake” By Jeffrey R. Young

  • ECommerce GROWTH Blog - “Bob Moesta Video: People fall in love with the product, not the problem” By Alexandra Ionescu

  • [Podcast] Gartner Talent Angle - 98: Preparing the Workforce for the Future with Bob Moesta

  • [Podcast] A Sherpa’s Guide to Innovation - E52 Part 1: Bob Moesta — The Grad School Jobs to Be Done Interview

  • [Podcast] The Disruptive Voice - Choosing College: Bob Moesta and Michael Horn on Why We Hire Education

    • 33. Solving the Problem of Fit: Todd Rose and Bob Moesta

  • [Podcast] Getting2Alpha - Bob Moesta - Part 1: From nothing to something

  • [Podcast] Intercom Podcast - Bob Moesta on unpacking customer motivations

  • [Podcast] Brand Lab Series™ - Bob Moesta Talks Jobs to Be Done Theory and Demand-Side Innovation | Ep 86

Videos

  • Bob’s YouTube Channel

  • Stern Speakers - Understanding the Jobs to be Done

  • Product Collective - Jobs to be Done and More on Innovation | INDUSTRY: The Product Conference Europe 2018

    • Becoming a Master Innovator - INDUSTRY The Product Conference 2019

  • The Forum for Growth and Innovation - Current Events Through the Lens of Theory: Why did YOU Hire HBS?

  • Alan Harlam - Bob Moesta JTBD Webinar (Glean Network, Aug 2018)

  • 2 Cent Dad - Bob Moesta Full Episode

  • Michael Horn - Data Mislead with Bob Moesta

Books

  • Choosing College: How to Make Better Learning Decisions Throughout Your Life by Michael B. Horn and Bob Moesta 

  • The Jobs-to-be-Done Handbook: Practical techniques for improving your application of Jobs-to-be-Done by Chris Spiek and Bob Moesta

Misc

  • Jobs To Be Done SIte

  • Jobs To Be Done Radio

  • [Book] Competing Against Luck Story Innovation by Clayton M. Christensen, Karen Dillon, Taddy Hall, and David S. Duncan

  • [SoS Episode] Influence Anyone With Secret Lessons Learned From The World’s Top Hostage Negotiators with Former FBI Negotiator Chris Voss

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we discuss how to ask better questions, share lessons from solving some of the world's most interesting challenges and share with you why you need to think about the job to be done with our guest, Bob Moesta.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we uncovered the truth about networking, why most people do it wrong, how you can do it right and the key ingredient that's been missing in your networking efforts with our previous guest, Dr. Ivan Misner.

Now for our interview with Bob.

[0:01:34.4] MB: Bob Moesta is a founder, maker, innovator, speaker and now a professor, pioneer of jobs to be done – Sorry. Pioneer of jobs to be done theory, innovation and new venture expert on creating, developing and launching of new products and services, the Co-Founder and President of The ReWired Group, Bob helps leaders and companies repeatedly innovate and reliably predict and drive lasting success.

He's also the co-author of Choosing College: How to Make Better Learning Decisions Throughout Your Life.

Bob, welcome to the Science of Success.

[0:02:08.2] BM: Matt, thanks for having me on, man. I'm excited.

[0:02:10.1] MB: Well, we're really excited to have you on the show today. You have worked on so many different products and industries and it's such a fascinating background. I'd love to hear a little bit about how many different products you've helped build and some of the diverse experiences that you've had.

[0:02:25.7] BM: Yeah. I'm from Detroit and it's one of those things where I think from the womb, I was an engineer. Meaning, I was taking things apart by the time I was three. By the time I was six, I figured out how to put it back together so I didn't get in trouble. I had three closed head brain injuries when I was a little kid and basically, I can't read and I can't write. I had to learn in very different ways. Everything to me was about tactically pulling things apart and putting them together.

What it allowed me to do is actually ask questions and have conversations. I've always been a curious kid. For the most part, I've been asking questions pretty much my whole life. I'm 55 now. I've been able to walk into situations and ask some of the basic questions that most people don't want to ask, or they're afraid to ask. I've always asked. To be honest, I've worked on things like the guidance system for the patriot missile. I've worked on the radar absorbing materials for the B-2 bomber and the Advanced Tactical Fighter. I worked on five gum flavors and I've worked on Pokemon Mac and Cheese and Basecamp. Pretty much, there isn't an industry I haven't worked in at this point in time. The cool part is I get pulled into where it's a very complicated problem and the approach that I bring to it helps clarify and get things back to basics.

[0:03:34.4] MB: I love that. Working on everything from bombers to Pokemon and –

[0:03:38.2] BM: Mac and cheese.

[0:03:39.6] MB: Yeah, that's hilarious. Let's start with even before getting into some of the meat of your work, which is so fascinating, let's start with the power of asking questions, that simple framework of asking the basic questions that people are afraid to ask. What does that really look like and how do we start to assess situations more effectively and ask better questions?

[0:03:58.4] BM: I was that little kid who asked a thousand questions and annoyed everybody. My mom basically had taught me a whole bunch of different tools because she knew that if I was labeled dyslexic in 1972, I would have gone a completely different route. She taught me ways in which to tackle my inability to basically then turn it into a super ability. I have all these little hacks that help me see things from a very different perspective.

It's the notion of asking questions and understanding how things work. What causes somebody to say, “Today's the day I'm going to buy a new mattress,” right? At some point in time, they might know who you are and they might know all the correlative details of how old you are and the average age and all this stuff, but what causes you to say, “Today's the day I'm going to buy a mattress”? Typically, what you'll find is most businesses will know everything about their consumer, except for why.

Part of this is to understand and dig way past what I call the cake layer of the reasons. There's this deeper underlying, what I call social, emotional and functional things that cause you to say, “Today's the day. I got to buy a mattress.” It's not one thing. It's a set of things.

Part of this is being able to actually see people's world, see the context that they live in, understand the outcomes they're desiring and be able to put that together into what I call the job to be done, which is people don't buy products. They hire them to make progress in their life. That's the underlying frame of how I ask all my questions.

What's really interesting is you look at a situation and you'll see somebody do something very irrational. What I found out is that the irrational becomes rational with context, meaning if I actually see something doing something irrational, I probably don't actually understand the situation they're in. Once I understand the situation they're in, I can actually then figure out why they did what they did. Part of this is being able to ask those kinds of questions.

[0:05:54.2] MB: I love the almost beginner's mind that you approach these questions with. This idea of something as simple as why does somebody buy a mattress? What causes them to actually walk into the mattress store? You're right. In today's world, we focus so much on all these data and analytics and consumer demographics and everything and yet, a lot of times these fundamentally, really simple but really in many cases, difficult to answer questions get left by the wayside.

[0:06:19.1] BM: Well, you talk to a lot of people who've been in products for a long time and they have all this data wrapped around it. We tend to measure what's easy to measure, but not what's meaningful to measure. This actually started with a quest to understand what is value and what do people value. You start to realize that after the purchase, people tell lies to themselves of why they bought something. When you actually interrogate them, so the method that I built is really based on criminal and intelligence interrogation and it really pieces together the dominos that have to fall in somebody's life to say, “Today's the day I want a new mattress, or today's the day I'm going to buy a house.”

It's this aspect that nothing is random. Just because somebody didn't plan to do it doesn't mean it's not caused, right? They'll say, “Oh, it's an impulse purchase.” I don't believe in impulse purchase. I believe that you didn't think you were going to buy something and you bought it, but you've been looking – My favorite is I interviewed somebody on a mattress and they're like, “Yeah, we were in Costco on a Saturday. I had no intention to buying a mattress. Next thing I know, I'm running outside, I got two kids with me and doing it.”

My next question was, “How long haven't you been able to sleep?” It's like, “Well, that's been about three years.” If you unpack the entire story, it's about literally, a very stressful job, not sleeping well, have some big things coming up, all of a sudden it's – and happens to be with his spouse basically going like, “We really should think about a mattress.” Finally, they say, “You know what? That's fine. Why don't we get a new mattress?” They were waiting for that one last domino of the spouse basically agreeing that they needed a new mattress.

The whole reasons why they did it is it was the fact that they – they hadn't been sleeping, that I had a lot of stuff going on. All that's part of their context that says, “Today's the day I'm going to buy a new mattress.” Most people try to put back to well, what's the single most important that – well, it was comfortable, right? It's not it at all.

[0:08:06.7] MB: It's so interesting and a vital point to underscore and I'd like to explore a little bit more is this idea that as you put up, there's no such thing as an impulse purchase because of the context; this one decision, this one data point. If you're a company, or business, or you're selling a product, you might only look at the world through that tiny little peephole, that tiny little sliver of data and yet, there's an entire life with all these social and emotional and behavioral influences all stacking into that one decision point. A lot of times, the full context is missing, or hidden, or not really understood.

[0:08:40.8] BM: Well, what's interesting is that somehow we got to where we want to actually understand the value of our product and we want to know it in absolute terms, your relative context. The thing is I always say, context creates value and contrast creates meaning. The way I always talk about it is like, “Do you like steak or do you like pizza?” Most people say, “I like both.” “Well, tell me about the last time you had pizza.” “Well, we were running late and the kids were hungry and we need to get home and we needed to get them into bed, so we went and got pizza.”

It’s like, “Great. Now if I put steak in that context, how good is a steak?” Not very good. I would say about the last time you have steak? “It's usually we're celebrating something, we have a big meal together, we're having wine, we’re having this –” How good would pizza fit in that? Not so good. You start to realize that context adds as much value to your product as the product does. Finding out where and when in space and time is actually as important, if not more important than just designing the best product.

[0:09:35.1] MB: Such a great insight. The example of steak versus pizza really crystallizes that, because it shows you how powerful context can be in each of those examples.

[0:09:45.0] BM: Yeah. One of the products I've worked on was Snickers. If you start to realize, people would think that Snickers and Milky Way compete with each other. They're both candy bars, they're both made with the same ingredients, one’s got peanuts, one doesn't. The reality is when you think about the last time you had a Snickers is typically you missed the last meal, your stomach is growling, you've got to do a bunch of work, you're trying to get back to yourself because that you're getting hungry and you're not performing the way you need to.

It competes with a coffee and a Red Bull and a sandwich, but nobody thinks of a Milky Way when they're in that situation. When you think of a Milky Way, it actually competes with ice cream and brownies and the glass of wine and a run of all things. You start to realize, as much as they're the same product, they actually don't compete with each other at all ever.

[0:10:25.9] MB: That's so true. I mean, on the surface they're almost the exact same thing and yet, they do have very different contextual lives.

[0:10:32.4] BM: Right. Snickers is one skew it. They have some others, they're always trying to grow it, but the reality is it's one skew and it's about three and a half billion dollars in sales.

[0:10:41.2] MB: That's incredible.

[0:10:42.6] BM: I don't really think of it as a candy bar. It's actually a food bar disguised as a candy bar.

[0:10:47.4] MB: That's amazing. Zooming out a little bit, how did you come to this realization that the context is so important and contributes, in some cases, more value than the product, or service and is such a rich piece of the tapestry?

[0:11:03.3] BM: When I was 18-years-old, I sat down next to – I thought it was somebody's grandfather. It happened to be a guy by the name of Dr. Deming, who was the gentleman who went to Japan in 1948 and helped rebuild Japan and then built the Toyota Production system. If you know Lean, you know Six Sigma, you know TQM, he's the father of all that.

He was 85 and I was 18 and I sat down next to him and I asked him 40 questions in 20 minutes and he went like, “Boy, you're a curious kid. How'd you like to be my intern?” I interned for him for three summers and I went to Japan and learned all these different methods around engineering and developing new products and the way that Toyota was doing it and then I worked for Ford Motor Company out of college.

To me, it's all really pushed me in terms of being able to realize that when I would ask people what they wanted and I built it, they’d go like, “Mm. No, that's not what I wanted.” I would be like, “Oh, my gosh. How do I figure this out?” Marketing would tell me all this information. Because I was actually dyslexic, I couldn't read any of the reports. I had to figure out my own version of a hack to go like, how would I do this?

I went and figured out how to go interview people about what they really wanted and why they wanted it and why they did what they did. I would actually come back with way more details around the trade-offs that people were willing to make, as opposed to, “Boy, I wanted to have great gas mileage and I wanted to be very fast and I wanted to be this and I wanted to be that.” Consumers make trade-offs all the time, and so I was able to figure that stuff out.

The way I was talking about this, marketing usually does a lot of research to help buy media. To describe something as fun and to advertise something is fun is very different than to engineer fun. I have to cause fun on a regular basis. How does that happen? That's very different than just knowing like, “Hey, we got to say fun in the advertising.”

I think of traditional market research as like gasoline going in a regular engine, but I need actually rocket fuel to go into the engine for innovation. That's where all of it the started was realizing that I needed different information at the right place, at the right time.

[0:13:05.5] MB: That's a great insight and it's amazing how your dyslexia created this prism of looking at it from a completely different angle that ultimately led to such an innovative approach to consumer behavior.

[0:13:17.6] BM: Yeah. I believe the struggling moment is the seed for all innovation. My struggling and most people would again, I think of dyslexia is one of the greatest gifts I ever got, because with that, I'll say inability, it actually created a super ability. The way my mom taught me to read was when I look at a paragraph, or I look at a page, the first thing I see is all the spaces between the words. She'd say, “All right, where is the longest space?” I'd see. She’s like, “Okay. Well, here's the big words. Now if you can see the big words, analyze just the five largest words in the paragraph and guess what you think the paragraph is about.” That's the way I learned to read.

I can see patterns and stuff. I not only listen to what people say, but how they say it. For example, “Boy, that was really good.” When they go down at the end, that means there's an exception to it, so the follow up question is like, “So what didn't you like?” Versus, “Boy, that was really good.” If they go up at the end, that usually means that they were satisfied. “Well, what did you love the most?” You start to realize you have to listen to not only what people say, but how they say it.

[0:14:15.9] MB: I want to come back to something you said a minute ago and then I want to dig deeper into how we peer into the context of people's lives. You made a point a minute ago and you resurfaced it as well, which is this idea that consumers often don't even understand their own motivations, their own behavior, their own reasoning. If you asked them in a lot of contexts, they may not even tell you and they may not even consciously realize the real reason behind why they did something.

[0:14:44.0] BM: Oh, yeah. A couple things around that; one is this notion that we go through our lives, like points in time. We don't actually think about how long it took us to figure out how to buy a mattress. We're just literally thinking about it and then it goes out of our head and then all of a sudden, we're somewhere else, or we didn't sleep well. It’s like, “God, we should do that mattress.” It's just stuff keeps popping into our head. We actually never connect the dots, because the rest of life gets in the way.

When you actually slow somebody down and figure out how did you actually buy a new mattress? They start to realize like, it was actually really complicated. It was not easy. I had to make a lot of trade-offs. It took me four years to get there. You start to realize that people just don't connect those dots. When you ask somebody in a survey after they bought the mattress, why did you buy the mattress? “Oh, it was because of the sale.”

Okay, but that's not the real reason why they did it. It's part of the reason maybe, but the reality is that there's underlying causal factors that they don't even remember or don't even understand. The domino is a great analogy, because a domino half its size can topple a domino that's twice its size. If I have 10 dominos in a line, I can have something that’s 1 inch that knocks over something that's 10 feet.

[0:15:59.9] MB: That shows you the power of maybe they're ascribing the change to that one little domino, but really it was all of these factors that have been stacking up in the broader context of their lives.

[0:16:08.7] BM: Exactly. The way we look about it is if I have to take one of those dominos out of the set, will this not happen? You start to realize there's not a hundred dominos, there's usually five, six, seven different dominos and it's literally they're pieced together on the combination of the context they're in and the outcome that they seek and the trade-offs they're willing to make. If you ask somebody about how they bought something or what they struggle with, you can actually start to understand how they make progress in their lives.

Framing the progress now actually gives us – the way Clay Christensen says it, is questions create spaces in the brain for solutions to fall into. That drove me to really get to what question does a consumer ask themselves to say like, “I need a new mattress”? Because it's not that. They don't start with the mattress. They start with something else in their lives. By the way, the greatest competitor to a new mattress is a bottle of scotch, exercise and Zequel.

[0:17:05.6] MB: That's really interesting. You start to see once you flip this framework on its head and start to see the bigger context of people's lives, those types of conclusions emerge, right? That you see the competitor is not the other mattress firm, or having more springs in your mattress or whatever, it's all of these comparable substitutes, or things that are really solving the bigger contextual problem in their lives.

[0:17:25.4] BM: One of the other things I wrap around this is what I call supply side and demand side thinking. Supply side is the mattress company's going, “We're a hybrid mattress with this density of foam and three different layers and we've got coils in.” Again, from the consumer side it's like, “What the hell does any of that mean?” The demand side is like, “We can help you sleep. If it doesn't work, return it.” That's the stuff they understand.

The best example is the cameras, where if you look at where Nikon and Canon and [inaudible 0:17:50.9], all the big cameras, they talk about F-stop and sensor size and lenses. Literally, as a parent of four, it was like, I just want to get a picture of my kid playing hockey. What camera is going to do that for me? I don't want to educate the crap out of myself. I just want to take some good pictures of my kid playing hockey. You start to realize there's this notion where we don't even speak the right language to consumers and we try to get them to learn our language.

[0:18:15.1] MB: Yeah, that's really interesting. When we're trying to translate, that language start to speak to the consumers, when you're starting to form that vocabulary, how do you think about creating order from chaos in the sense of if you have somebody's entire life stacking all of these hundreds of dominos and factors into place, how do you start to filter the signal from the noise and really figure out what are the key items that actually matter and which one should you pay attention to and which one shouldn't you?

[0:18:41.6] BM: One of my other mentors, his name was Dr. Genichi Taguchi. He basically taught me how to build a signal-to-noise ratio for anything. One of the things that was so interesting is that aspect of where's the intent behind it? We look at where is the energy that's driving somebody to actually make progress? There's three types; there's functional energy, which is more about saving time, saving money, making it easier, not having to think. There's all the mechanics of it, right?

There's the emotional energy, which is basically make me feel less bad, make me feel good, have me less anxious, help me relax. There's all those kinds of things about internal. Then there's the social energy of what other people perceive me, or how I want other people to think about me.

When you start to pull it back to what are the energies that are driving somebody to say, “Today's the day I need a new mattress,” there's a finite number of causes. There's an infinite number of descriptions. There's an infinite number of ways to characterize what happens, but the reality is there are only finite causes and it's not a hundred. Part of it is by going and talking to people and then what I say is abstracting it up to the intent behind it. You start to realize it’s like, when I'm very busy and I'm not sleeping well and I have a lot of stuff coming in the future that I need to perform on, that's part of that context that makes people say, “Today's the day I'm going to get a mattress.”

Now it's not just one, but there might be three or four different pathways. There's a guy named Todd Rose who wrote a book The End of Average. He's the one who talked about that there's not actually one answer, there's multiple answers to the same question. Part of it is to be able to understand what are the different pathways that people take, not to average everything. To me, that influenced me a lot as well. That notion of the signal-to-noise ratio, what are the underlying signals that are really causing people to make progress and that there isn't one answer, but there's actually sets of answers. How many different sets do we have?

[0:20:35.9] MB: It's a great insight. I like the categorizations of functional, emotional, social, those are the three big buckets that you start to filter these infinite answers into and really get behind what is the motivation, what's driving these decisions.

[0:20:50.6] BM: I think the other thing is to realize is that consumers don't know what they want. To ask consumers what they want in their product, like Deming would always say it's the producers responsibility to design the product. They might know the outcome they want. They don't know how to design a mattress. They actually don't even know how to buy a mattress. Part of this is to realize the reason why Casper is a billion dollar business at this point is because they've at least made it simplified to say like, “Tell me about what's going on. Tell me about the context and who is this mattress for? Or how do you sleep?” It's not the fact that are you hot or cold? It's do you stick your leg out at night?

It's these subtle little things that help you understand like, “Yeah, this is going to be the right mattress, because they know me because I stick my leg out at night. Am I hot? Sometimes I'm hot. Not always, you know what I mean?” Learning the questions and learning the intimacies of what the consumers really say and mean behind it. A lot of times they'll say, “Well, I was sweating.” “Oh, I know what that is.” It's like, “How do you know?” It's the part of this is you have to dig way deeper than what their language is.

[0:21:51.2] MB: How do you start to dig deeper?

[0:21:54.3] BM: There's a great book. I had started a book on the interview technique and there's some aspects around it that I still have, but there's a great book by Chris Voss. It's called Never Split the Difference. He is an FBI a negotiator. He literally walks through every single technique that I use in the method. One of them is mirroring. When somebody starts to tell me a story for example, I always say, “Well, let's think about as a documentary.” It's like, tell me about – “Well, my kid was doing this.” “Well what's your kid's first name?” “Jack.” “Okay. What did Jack think?” The moment that I actually move and put Jack in the story, it now becomes more vivid. They actually become more comfortable. They're actually going to tell you more details. What did Jack think about that? How did you respond to it?

I don't really care what they say they did. I want to know the sequence of events and what happened. Like any good crime, there's a timeline to this thing and there's a sequence of things and we talk about there's a first thought. There's something called passive-looking, there's something called active-looking and then there's basically deciding and making trade-offs where you lock in expectations. Then there's first trial and then usage. That's the whole aspect of matching basically, what their expectations were and delivering and doing the job.

The interview itself is the method by which we extract this information, but then by finding those dominos and where they sit and the forces in terms of pushes and goals and anxieties and habits and then the energies of functional, social and emotional, you can then start to actually codify these qualitative interviews to help you see patterns that you could not see before. That's how I always say by dyslexia, it was the greatest gift I ever had, because if I could read, I probably would have never come up with this.

[0:23:38.4] MB: It's so interesting. Chris Voss is a previous guest on the show, so we'll make sure to include that episode in the show notes.

[0:23:43.9] BM: Oh, yeah. He’s great. He's great. He's phenomenal.

[0:23:47.0] MB: Yeah, that was a fantastic conversation. He's a great guy. I loved the idea of thinking about it like a documentary and focusing on the sequence of events. You said something I want to make sure that I understand, which is focus on what actually happened, not what they say they thought about or not what they say they were feeling. Explain that a little bit more.

[0:24:05.6] BM: A lot of times people will say, “Well, I was angry.” Like, “Well, why were you angry? Give me an example of what did you do because you were angry.” If they were angry and they didn't do anything about it, then it really isn't probably relevant to the story, right? If it's frustrated and they did something, where in the timeline does the action fit that you did? Because ultimately, we have to actually see the actions that people take to get there. Part of this is there's a lot of times people will talk about how they feel, but it actually doesn't motivate them to make progress. The other thing is I don't talk to people who want to buy a house, for example, or who want to buy a mattress.

I only talk to people who bought a mattress, to understand the journey they had to go on and the trade-offs they had to make and the energy that caused them to do it. Because for every one person who made it, my belief is there's another hundred or a thousand or a million behind them that haven't figured it out yet. As you listen to these stories though, you get the design requirements of finding out where you over-engineer something and where you actually don't pay attention and where averages kill you. You actually figure out how to build products that are actually what I would say, it's a kick-ass half, not a half-ass whole.

[0:25:16.2] MB: Yeah, that's really interesting. This whole idea of only talking to people who've already made the decision, in interviewing people who have already gone through that journey, whatever the full context of that story is, as opposed to talking to people who say they're interested in buying a house, or buying a mattress or whatever. That's a really interesting insight.

[0:25:36.0] BM: The other part is if I talk to a wide range of people who have already bought, I actually can find the causes and then I can actually use it to help me design the sales process to help people sell. I can help you make progress on buying a new mattress. One of my favorites is a lot of times, people will create this question, create the space in the brain for the solution to fall into, but then they answer it. When you answer it, you actually fill the hole in where you should say is like, “So why can't you sleep at night?” Just leave it at that. Just let it go. Because that's the thing that's going to eat at them and go like, “God, why can't I sleep at night?” If you say, “Oh, you can't sleep at night, because it's your mattress.” It's like, “No, I don't need a mattress.”

[0:26:15.7] MB: Very interesting.

[0:26:16.5] BM: What I've done is I've actually taken this framework and I've said like, “Why do we not teach sales and why is sales seen as such a bad thing?” The one bad apple has spoiled the entire thing. If you talk about people who really helped you make progress and you say, “Oh, how was your salesperson?” They're like, “Oh, well they're not my salesperson. They're my concierge. Or no, they're my advisor.” You start to realize really good salespeople really just help people make progress.

If we can actually teach the sales organization and the marketing organization and the customer success organization to align against what's the progress we're trying to help people make and how do we work together, as opposed to compete against each other, you start to realize it's a completely different way in which to manage sales.

[0:27:01.2] MB: Before we dig into sales, tell me about the concept of progress. Because I know that's a critical component of the jobs to be done framework and you've mentioned a number of times, but I want to explain in richer detail what that means.

[0:27:13.1] BM: Progress to me is we are creatures of habit and we will continue to do what we did if it works for us. The moment that we decide that this isn't good enough, we then all of a sudden realize that why am I actually going to change something and what am I hoping for when I do it? That's why it's not jobs. It's jobs to be done. This notion is what progress are you hoping for when you buy a new car, when you actually move, when you go to college, when you go on vacation?

You start to realize at some point in time, it's a movement. Most people think about it as a snapshot. In my mind, everything is a movie. Part of it is to understand what's the progress I'm willing to make? In progress, there are pushes that make you say, “Today's the day.” There's polls, which are the things that you are aspiring for, or the outcomes that you seek. There's anxieties that go against it, which are things you're worried about. There's habits which are there things you love about the current way you're doing it.

Progress is being able to understand how do you see you making progress as a system and understanding the trade-offs you have to make in order to do that. I don't know if I made that much sense with that, but I tried.

[0:28:26.4] MB: Yeah. No, that's a great explanation. This whole idea of viewing it as a system of and this comes back almost – Yeah, the idea of the full context of their lives, right? There's all these forces. They’re getting pulled in some ways. They're scared of taking action in other ways. They've got their habits that are sticking them in certain types of behavior patterns. All of these things are interacting in different currents and energies. Then ultimately, they end up buying a new house, or buying a car, whatever that might be as a result of some shift, or some change, or some domino impacting the behavior of the entire system. It's not because the mattress had extra padding and new springs that are liquid cooled or whatever.

[0:29:05.9] BM: That's right. Well, then it becomes hiring and firing criteria. What was the hiring criteria? What were the things you were most worried about? What was that priority on it? Again, you didn't want to pay that much, but you're willing to pay that much because you thought this would get you what? When people say, “Oh, I don't have the money,” typically it's never about money. It's about their notion of value. They don't value what that is. Or you put so many features in it and I only need three of the 10 features. When I say, “Boy, it's just too expensive.” It's usually too expensive, because you actually put too much in it, not because they don't have the money.

[0:29:37.5] MB: That's great. Really interesting insight. It's almost never about the money.

[0:29:41.4] BM: The other thing I would say is that everything is cost. You don't randomly just pull something new into your life. In the grocery store, there's 28,000 new products a year in the grocery store and you might see 10 of them. I'm saying, you might buy 10 of them. You might see a few more. If you know what you're having for lunch you know and what lunch is going to be and you've always bought turkey, you're going to buy turkey, right? Why change it if it works?

The reality is when you say, “Well, I got mesquite this time. I wanted to mix it up.” Well, what was your intent? Did you want people to show that you cared? Because mixing it up is showing that I'm paying attention and then that I care. There's a causality there. It's not just random that somebody picks a mesquite this time and picks something else another time.

[0:30:19.8] MB: Yeah. This whole idea, everything has a cause. One of my favorite parables or stories is this idea of you look at a nail being hammered into a board. In order for that to happen, the entire universe has to exist, the chain of events from all the planets and everything, all the way to that person's parents and grandparents. That nail being hammered into that board, there's so much context behind that that it's essentially everything, right? It's pretty amazing when you really take any single instance of anything, there's so much richness behind it that you can potentially unpack.

[0:30:51.7] BM: Well, the bigger thing to me is where does growth come from? What you start to realize is growth comes from where people want to make progress, but they can't. They either can't figure it out, or they don't have access to it, or it's not to the quality level you want. I've worked with SNHU and Palo Blanc and basically as we started to look at this, it was like, how many people want to go back to school but can't?

He built a whole separate division of an online school and he went from 500 online students in basically 2010 to he has a 130,000 online students. He went from a 100 million to a billion as a not-for-profit school. He literally have the price of education by actually thinking about it and saying like, “How many people want to go back to school, but can't? Now, I'm going to actually make it easier for people.” He had to change all these different processes, like the application process. The typical application process for an 18-year-old is literally nine months. They do it in literally less than a week.

[0:31:50.8] MB: That's amazing.

[0:31:51.9] BM: Right? That's the whole aspect here of growth really comes from what we call the low-end of the market, the disruptors who basically walk in and say, how many people want to go to college but can't? Or want to go back to college and can't?

[0:32:04.0] MB: I want to bring this back to something you touched on a minute ago, which is this idea of sales and how you mentioned earlier and we talked about on the pre-show, sales is probably one of if not the most important business skills and yet, it's essentially not taught in school at all. If you look at the most famous business schools, there's no sales training going on there. In many ways, some people look down on it, or it's a dirty word, or whatever. I want to hear your thoughts about that.

[0:32:27.9] BM: One of the things that came out as I was developing products, the thing that I found and I've done seven startups. As I've done the startups, I realized the hardest thing for me to really learn was how to sell. When I went and tried to learn it through the traditional channels, it was like, hey, this makes no sense. I got to come up with features and benefits. I got a standard presentation. I got to come up with a demo and the demo is well, it's contextual. Like, “No, no, no. You just create one demo and show everybody everything and you just push it through the funnel.” There's this notion of the funnel.

The crazy part is you realize if they're teaching sales, it's like somebody from the law school comes over and teaches negotiation, somebody else from HR teaches structured, the Salesforce, but sales is glossed over. You start to realize selling, Daniel Pink said as, to sell is human. This is one of those things where people want to make progress. They got to actually help us understand what they want to do. To me after doing that, actually became an adjunct at Northwestern, in the Kellogg School. They have one sales professor. His name is Craig Wortmann and he's amazing. He actually runs the Kellogg Sales Institute. The reality is he had got in there when I started doing a lot of this research, but there was no sales professors.

You start to realize why is that? It turns out that there's no real theory behind sales. It's a bunch of techniques. It's seen as art. It's very hard to teach. It's almost like you're teaching theater class. Business school is more about spreadsheets and strict analysis of those kinds of sorts. You start to realize nobody wants to be teaching sales. It's very hard to learn. Most students actually have a hard time learning it. Typically, it's been left to companies to come up with a way to sell.

They actually don't think about it from the customer side. They think about it from their side. I call it the church of finance. We'll say like, “Well, how many leads do we need and what's the conversion rates and what's the funnel and how's the early funnel and the late funnel?” To trying to optimize it for efficiency when they actually don't actually understand how people are trying to make progress. I flipped it.

The next book I'm working on, I have a first draft of it in, we're in the midst of hopefully getting it out by beginning of Q3, but it's called demand side sales. Stop selling and help your customers make progress. The crazy part is as I built the frameworks out for the sales side of it, I started to work with five or six different companies. The first thing they realized is they've been trying to get everybody to a demo. The salespeople would be like, “If I can get people to a demo.” For every call to a demo, they get that conversion. For every demo to a close is really important.

We start to analyze how people buy. You start to realize they actually need three different demos. A demo in passive looking, which is tell me a story, versus a demo and active looking, which is tell me the possibilities, versus a demo in deciding which is show me, it won't break. You start to realize, they actually needs three different demos. They've been trying to optimize it for two years. They finally broke it apart and had three of them ask the customers where they were in the sales process and they've been able to actually have the selling time.

[0:35:23.8] MB: That's so interesting. I'd love to explore a little bit more some of the biggest behavioral shifts, or organizational changes that you advocate on companies that shift from the funnel, or financial approach to sales, to this customer-driven or demand-focused approach to sales.

[0:35:39.4] BM: Yeah. I think the first part is to think about it as the customer or consumers. They have their own implicit systems for making progress. The first thought. The first thought is actually only made four ways. You ask somebody a question, you tell somebody a story, you give them a new metric, or you state the obvious. That's how people get spaces in the brain. The thing is as marketers are so worried about being clever and funny and all these other things, but the reality is there's nothing funny about progress.

They're measuring for example, how well awareness is on the product. You start to realize when you do these stories, very few people actually shop anymore. They're asking people for help. They're literally doing their own research. They're doing their own things, and so trying to actually have a recall at the wrong moment, it doesn't actually give you anything. Part of this is making sure that people understand the buying process that people go through, not the selling process.

Then the second is what are the metrics? The one we're building right now is set some metrics around to know that people are in passive looking. It’s like, they've requested to hear your e-mail and the thing is is if I actually know that they've passed it on to five or more people, they're probably getting ready to go be an active looking. If they're just getting it and they’re not reading it and they're not looking at it, that's what we call passive looking and that's okay. It's their terms, not our terms. They're buying for their reasons, not our reasons.

We keep trying to actually push everybody to sell faster and more and we end up devaluing our product, so we can actually close earlier and I think we actually hurt everybody. It's a very different perspective for sure.

[0:37:13.9] MB: That's so interesting. You put customers essentially in those three buckets; passive-looking, active-looking and deciding?

[0:37:20.8] BM: Yup. I say that there's a first thought and then there's passive-looking, active-looking, deciding. Deciding is about trade-offs. Then there's first use. First use is about onboarding, it's about actually doing the job, where the aspect of deciding is about making the trade-offs to set up the expectations. Then once you've bought it, now do you actually deliver on those expectations. The other part to me is that every new innovation causes a new struggling moment for the next innovation.

Think of the iPhone, right? The iPhone went from it's a phone, you don't have to carry the music and then all of a sudden, the camera came up. Then all of a sudden, right now people don't buy it, because it's a phone. They're buying it because it's a camera and that happens to be a phone.

[0:38:03.3] MB: Yeah. Explain that to me a little bit more. I'm curious to unpack that concept.

[0:38:06.5] BM: Here's the thing is that what you realize is that when you actually solve one problem, like we want to actually integrate this thing, the first set of new problems we had was the battery life and the reception. You start to realize, people would end up – two things they do is they carry around batteries and cords and want to charge everywhere, in their minds is acceptable, until somebody came up with better battery and actually more efficient.

Then what happened is they had a small little camera and you start to use pictures and then you had the birth of Facebook and Instagram. Think of how many people wanted to take a picture, but couldn't? The razor was good enough. By the third, fourth generation, the camera, you can see and predict where the next generation of innovation has to become because of how it’s actually designed in the product and how they use it.

[0:38:51.0] MB: Yeah, that's really interesting. The example of how it shifted from one to the other, to battery life, to phones, I mean, it's pretty fascinating. I guess to try to summarize what you're saying, it's the idea that one innovation creates almost a butterfly effect, or a cascade of new both opportunities and challenges from a product development perspective.

[0:39:10.3] BM: That's exactly right. That's why there will always be more products. The question, are they meaningful enough? Think about it, when the iPhone first came out, the iPhone 3, iPhone 4, people were switching almost every year. It got to the point when they get to the 7 in the 8, it was like, people were like, “It’s good enough. I'm not struggling enough and it's not worth a $1,000. It's good enough for where I am.” There were people who were buying it, but they were buying it for different reasons than the people who didn't buy it. Finally, the people who are 6 going to the 10 or the 11 are really they're like, “Yeah, my old phone doesn't work anymore.”

[0:39:41.6] MB: Yeah. I mean, I pretty much only switch phones when my battery gets so degraded that I need to upgrade.

[0:39:47.0] BM: Let me tell you something else though. When you get a new phone, you usually have either a long weekend, or you have some time to actually set it up that you will actually have in your mind, like you do it right before a vacation, or you do it during a vacation, or you do it for a long weekend, a Memorial Day.

[0:40:01.4] MB: It's so weird that you say that, because the last time I bought a phone, I was on vacation, without ever thinking about that.

[0:40:07.7] BM: That's what I'm saying is you can see the pattern. The pattern is that you need time to set it up. If your phone breaks, then it’s an emergency. When you actually don't have to replace it, it's like, “All right. When should I do it?” You get to choose. It's like, “Yeah, I'm going to do this when I'm on vacation. It's more a weekend, or it's I'm doing a long weekend.”

The other thing is most people have a very hard time turning in their old phone. For example, when you switch from Android to Apple, or Apple to Android, it doesn't matter, you don't want to actually turn your old phone in, because you're afraid that you're not sure you're going to like the new phone. If you go from an Apple 7 to a 10, you're fine with it, because you know it's the basic same thing. Because there's always this anxiety or fear of like, “But what if I don't like it? What's going to happen to my data?”

[0:40:49.7] MB: Yeah. I'm a packrat with data, so I'm always worried. It's like, “Well, what if there's something I didn't get off the phone that I need later?” Anyway, so this has been a fascinating conversation. I'm curious, for listeners who want to start implementing this framework in some way, what would be one action step or first step that they could start to take to implement it?

[0:41:06.5] BM: There's a couple of things. One is a bunch of resources on iTunes, so we have jobs to be done radio, where it's about 40 episodes of people that we've used it with and interviews we've done and basic methods. There's a place called jobstobedone.org. We have some online training that basically covers the method and the tools. Then for the most part, there's a book called Competing Against Luck, that Clay Christensen in the Harvard Business School and I collaborated on. He basically wrote about me and my clients, which is phenomenal and that's out there.

Then I have a few other books. One is called Choosing College. Having four kids and try to get him through college, it was very difficult. I wrote a book about what causes people to say, “Today is a day I'm going to go to school,” and what progress are they really seeking to do, as opposed to what school they should pick. Not where to go, but why to go. Then I have the sales book come out. I'm trying to be everywhere on every topic.

[0:41:56.4] MB: Great. We will make sure, we'll include all that stuff in the show notes as well for listeners to be able to check out. I'm curious, in terms of a way to concretely take step one, instead of just passively consuming that stuff, somebody says, “I'm sold on it. I want to try this out.” What would be the first step you would tell them to do?

[0:42:13.3] BM: My suggestion is to interview somebody to get to the root causes, the underlying dominos of why somebody bought something, whether it's your kid, whether it's a co-worker. It's like, “Oh, yeah. I bought a new briefcase.” My belief is you can say, “Oh, the old one was wearing out.” Okay, let's dive into it. My thing is take 30 minutes and literally dig into and shoot the documentary of why they bought a new bag, right? It's not random. There's underlying causes there that literally will help you understand what happened and why they needed a new bag. It would be social, emotional and functional.

[0:42:44.6] MB: Great. Yeah, I love this starting with a friend or co-worker or something like that is a great way to get your feet wet.

[0:42:49.4] BM: I do discourage to interview your spouse about anything, only because you start to ask questions that you usually don't ask, it gets very uncomfortable fast. Start with a friend or a co-worker. It usually works a lot better.

[0:43:02.3] MB: Great. Excellent advice. Bob, we’ll throw all those resources in the show notes that you mentioned before. One more time, where can listeners find you and your work online?

[0:43:09.9] BM: I'm at therewiredgroup.com. We’re basically a small boutique consulting firm. Then I teach at Northwestern, so you can find me in the Kellogg School. Then Twitter, I'm @BMoesta. I'm on LinkedIn. If there's anything I can help you with, I'm driven to basically help put these things out into the world and hopefully have other people using them before I pass.

[0:43:32.8] MB: Well Bob, this has been a fascinating conversation. So many great insights. Thank you so much for coming on the show and sharing all of your wisdom.

[0:43:39.3] BM: Oh, thank you.

[0:43:40.9] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Remember, the greatest compliment you can give us is a referral to a friend either live or online. If you enjoyed this episode, please leave us an awesome review and subscribe on iTunes because that helps boost the algorithm, that helps us move up the iTunes rankings and helps more people discover the Science of Success. 

Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

April 02, 2020 /Lace Gilger
Decision Making
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Massively Expand Your Network In No Time Using These Tools with Dr. Ivan Misner

March 26, 2020 by Lace Gilger in Influence & Communication, Career Development

In this episode, we uncover the truth about networking. Why most people do it wrong, how you can do it right, and the key ingredient that’s been missing in your networking efforts with our guest Dr. Ivan Misner.

Named “Humanitarian of the Year” by The Red Cross, Ivan Misner Ph.D. is a people scientist. He is the author/co-author of multiple business networking books and he’s been called a “Top Networking Expert” by Forbes and the “Father of Modern Networking” by CNN. Ivan is the Founder of the world’s largest networking organization, BNI.com. He is also most recently the co-author of Who's in Your Room? The Secret To Creating Your Best Life. 

  • What is networking? Why do people misunderstand networking?

  • Don’t jump right into sales mode. 

  • “The networking disconnect"

  • The “VCP” Process

    • <Invisibility> 

    • Visibility first

    • Then Credibility

    • Profitability

  • You communicate differently depending on where you are with 

  • Networking is more about farming than it is about hunting, it's about cultivation 

  • The 24x7x30 follow up process

    • 24hrs: follow up “It was great to meet you, I hope our paths cross again."

    • Within 7 days: Connect with them on social media where THEY like to play not where YOU like to play

      • Ask in conversation - where do you hang out on social media?

    • Within 30 days, reach out to them and follow up for a face to face or a phone call and “learn more about what you do"

  • GOLDEN RULE: DON’T SELL TO PEOPLE WHEN YOU FIRST MEET THEM

  • Once you get to credibility, start going deeper, ask how you can help people with the projects that they are working on, etc. 

  • You need a network that is both wide and in places deep. 

  • How do you decide which contacts to go deep with?

    • Start with self-awareness and your personal values. 

    • What are your top personal values?

    • If you don’t know your values, you don’t know what kind of life or business you want to create. You have to work with people whose values align with yours. 

    • Find people whose values connect with your values, you can connect with them on a personal level 

    • They don’t have to be the same values they just have to be resonant or similar to yours

  • Here’s a good way to start with your values - begin with your deal breakers. What is the behavior you absolutely don’t like in a business person or friend?

  • “Follow up is the secret sauce to networking"

  • It’s all about touchpoints with people. It’s a lot easier to stay in touch with people via social media than it used to be. 

  • What do you think about what your touch points should be?

    • Find ways to help people

    • “Givers gain” - find ways to help people. 

  • If there is any force multiplier in building a relationship it's your skill in asking “how can I help you?” 

  • “How can I help you?” It shouldn’t happen when you're in the visibility stage of the relationship. 

  • When you’re networking “up” you need to not impose what you want on the other person. 

  • Can it hurt to ask? If you ask too early in a relationship you may never have the opportunity to ask again.

  • How do you manage your CRM?

  • Manage your CRM using the “VCP” funnel/pipeline because you should have a different communication strategy for each part of the funnel 

  • "You can network anywhere, anytime, even at a funeral."

    • BUT - you have to honor the occasion. 

  • Networking secrets for introverts

  • How do you scale a business from your garage to a global enterprise?

    • You must have systems.

    • You have to know your numbers.

      • You have to get granular with your numbers.

  • Do you want to be successful in business? Do six things 1000 times. DON’T do 1000 things six times.

    • What activities should you pick?

    • Let MENTORS (or virtual mentors) guide you.

    • What are your key success factors? The handful of things in your business, that you can measure, that massively contribute to your success. 

    • Be a dog with a bone. 

  • Work in your flame, not in your wax.

    • People are on fire, they are excited, they are passionate, they are engaged. When they are working in their wax they hate what they are doing. 

    • As soon as possible hire people whose flame is your wax. 

  • Learn how to delegate effectively. 

  • You have to learn how to reinvent yourself. Hire people to do the things that you’re getting tired of. 

  • Hire slow, fire fast. 

    • "I’ve lost more sleep over the people that I’ve kept, than the people that I’ve fired"

  • Culture eats strategy for breakfast. To create a great culture you MUST know your businesses and your personal core values. 

  • The processes in your business become your “traditions” and they can become your core values. Think about the process and the stories that you tell. 

  • Homework: Get to know your values. 

  • Homework: Start building your relationships. 

  • It’s not WHO you know, it’s HOW WELL you know each other. 

    • If I called that person, would they take my call, and would they do me a favor?

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Dr. Misner’s Website and Wiki Page

  • Dr. Misner’s LinkedIn, Twitter, and Facebook

  • BNI Website and Podcast

Media

  • Author Directory on Entrepreneur and Muck Rack

  • “OMG, I’m an Introvert!?“ by Dr. Ivan Misner

  • Forbes - “Pick Your Network Like Your Life Depends On It -- This New Book Says It Does” by Caroline Ceniza-Levine

  • Exchange 4 Media - “Networking is a 24x7x30 exercise around the globe: Dr Ivan Misner” by Priyaankaa Mathur

  • Brand Quarterly - “Premature Solicitation – Don’t Get Caught Out” by Dr. Ivan Misner

  • Fast Company - “Getting Across The Great Gender Divide In Business Networking” by Dr. Misner (2012)

  • [Podcast] David Bryson “Why Can’t You?” - Dr. Ivan Misner

  • [Podcast] Social Capital - 130: Do 6 things, 1,000 times - with Dr. Ivan Misner

  • [Podcast] Dose of Leadership - 232 – Dr. Ivan Misner: Founder & Chief Visionary Officer of BNI

  • [Podcast] How to Be Awesome at Your Job - 184: Building Your Network Before You Need It with Dr. Ivan Misner

  • [Podcast] The Danlok Show - Dr. Ivan Misner

Videos

  • Ivan’s YouTube Channel

    • Jordan Adler shares “Why BNI”

    • Richard Branson Talks to Ivan Misner about the 'Plan B' Concept

  • BNI international - Top 10 Traits Of A Master Networker - Ivan Misner And BNI

  • BNI Global Headquarters Official Channel - Ivan Misner Reflects on 30 Years of BNI®

  • Thomas Höller - Dr Ivan Misner Who's In Your Room

  • Jaime Masters - “HOW TO GET REFERRALS FAST, FREE” - Master Networking with Millionaire “Ivan Misner”

  • Eric Worre - Network Marketing Pro - BNI Founder Ivan Misner On The Power Of Network Marketing - NMPRO #1,123

  • Javier Rivero-Diaz - Amazing Keys for Success - How to Network Effectively with Ivan Misner, Founder of BNI - Best tips!

Books

  • Who's in Your Room: The Secret to Creating Your Best Life by Ivan Misner Ph.D., Stewart Emery L.H.D., and Rick Sapio  

  • Networking Like a Pro: Turning Contacts into Connections Paperback – November 14, 2017 by Ivan Misner and Brian Hilliard

  • The 29% Solution: 52 Weekly Networking Success Strategies by Ivan Misner and Michelle R. Donovan 

  • Healing Begins in the Kitchen: Get Well and Stay There with the Misner Plan by Ivan Misner PhD, Beth Misner, Eddie Esposito, and Miguel Espinoza MD 

  • Avoiding the Networking Disconnect: The Three R's to Reconnect by Ivan Misner, Ph.D. and Brennan Scanlon 

  • ROOM FULL OF REFERRALS® …”and how to network for them!” by Dr Tony Alessandra, Dr Ivan Misner, and Dawn Lyons

  • Business Networking and Sex: Not What You Think by Ivan Misner, Hazel M. Walker, and Frank J. De Raffelle Jr 

  • Masters of Sales: Secrets From Top Sales Professionals That Will Transform You Into a World Class Salesperson by Ivan Misner

  • Masters of Success: Proven Techniques for Achieving Success in Business and Life by Ivan R. Misner and Don Morgan

  • The World's Best Known Marketing Secret: Building Your Business with Word-of-Mouth Marketing by Ivan R. Misner and Virginia Devine

  • Business by Referral : A Sure-Fire Way to Generate New Business by Ivan Misner and Robert Davis

  • Masters of Networking: Building Relationships for Your Pocketbook and Soul by Ivan R. Misner and Don Morgan

  • Truth or Delusion?: Busting Networking's Biggest Myths by Ivan R. Misner

  • It's in the Cards! by Ivan Misner, Candace Bailly, and  Dan Georgevich

Misc

  • Dr. Misner’s talks w/ Richard Branson

    • Richard Branson Shares his Circles of Support Concept

    • The Power of Undivided Attention

    • A Burning Question for Richard Branson

    • Richard Branson’s ‘Plan B’ Initiative for a Better World–How You Can Make a Difference

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Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we uncover the truth about networking, why most people do it wrong, how you can do it right and the key ingredient that’s been missing in your networking efforts with our guest, Dr. Ivan Misner.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word “smarter”, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we shared the universal secret to growing any business, how to build a unicorn startup and what the real definition of an entrepreneur is, as well as much more with our previous guest, the Square Co-Founder, Jim McKelvey.

Now for our interview with Ivan.

[0:01:37.9] MB: Named Humanitarian of the Year by the Red Cross, Dr. Ivan Misner is a people scientist. He's the author and co-author of several business networking books and has been called the top networking expert by Forbes and the Father of Modern Networking by CNN. Ivan is the founder of the world's largest networking organization BNI. He's also most recently the co-author of Who's in Your Room: The Secret to Creating Your Best Life. I hope you're staying healthy out there. Ivan, welcome to the Science of Success.

[0:02:08.8] IM: Thank you. It's a real pleasure to be on.

[0:02:11.2] MB: Well, we're so excited to have you on the show today. You have an incredible background and have been tremendously successful. I can't wait to learn about networking and hear some about your success story and what you've been working on lately.

[0:02:23.8] IM: Thanks, Matt.

[0:02:25.2] MB: Well, let's start with something simple and it's a question you've probably been asked and answered a million times, but what is networking and what do so many people misunderstand, or get wrong about networking?

[0:02:38.1] IM: Well, to me networking in its simplest form is about developing relationships. I think that a lot of people get networking wrong. They view networking as a face-to-face, cold-calling opportunity. “Hi, Matt. My name is Ivan. Let's do business.” They jump right into sales mode. Years ago, I did this big presentation. There are 900 people in the audience. I don't know what possessed me, but I asked – it was an all-day affair, a lot of networking. I was the keynote.

I asked everyone. I said, “How many of you are here today hoping to maybe just possibly sell something?” Matt, 900 people raised their hands. They all raised their hands. I thought that was good. I said, “Great. Second question, how many of you are here today hoping to maybe just possibly buy something?”

[0:03:21.6] MB: Nobody?

[0:03:22.3] IM: Nobody raised their hand. Not one single person. This is what I call the networking disconnect. People show up wanting to sell, nobody's there to buy. Then they go, networking doesn't work. Well, networking works fine. You're doing it wrong. If you're there to sell, you're doing it wrong. Why go? I believe you go to networking events, to work your way through what I call the VCP process; visibility, credibility, profitability.

Visibility is where people know who you are and they know what you do. When you get to that point, you move to credibility where people know who you are, what you do, they know you're good at it. Then and only then can you get to profitability, where people know who you are, what you do, they know you're good at it and they're willing to refer other people to you. That process takes time.

Networking is more about farming than it is about hunting. It's about cultivating relationships. That's I think how people get it wrong is they go right into sales mode, rather than relationship building mode.

[0:04:16.1] MB: Yeah. So much wisdom and there's a couple things I want to break down and explore from that. I've always thought the VCP process is so simple and yet, really powerfully describes what so many people miss about networking.

[0:04:29.8] IM: Yeah, no doubt about it. What's interesting is that once I explain the VCP process to people they go, “Okay, I get it. I understand that.” It goes all the way down to the way you communicate with people. Let's take the two ends of the extreme, the visibility versus profitability. When you send an e-mail message to somebody that you're a profitability with, if you knew me really well and we had a good relationship, I could send an e-mail to you and say, “Hey, Matt. Would you put this out to your social media that I'm doing an event on such-and-such a date?” You’d go, “Yeah, I'd be happy to do it.”

If I sent that to you and we weren't even at visibility and I say, “Hey, would you promote this?” People are like, “That’s spam. No. I'm not going to do that.” You communicate differently with the people that you're at depending on where you're at. There's actually a fourth phase that I haven't mentioned yet. It comes before visibility and that's invisibility, where they really don't even know you and they're asking for something.

When that happens, by the way in one of my books, I wrote a book on the difference between men and women and how they network, we call that premature solicitation, which you don't want to say fast three times, it'll get you in trouble.

[0:05:36.4] MB: I'm curious. Tell me a little bit more about this idea of premature solicitation and even this this concept of, let's say, this is a good example. I went to an event a couple days ago and when you go to any event that has a networking component, an industry conference, etc., how do you think about approaching that from the perspective of if you have zero visibility, etc., how do you start from the ground up and start to cultivate some of those relationships?

[0:06:03.8] IM: It's all about follow-up. A couple of my books, Networking Like Pro is one of them. I talk about the 24/7/30 follow-up process or system. 24/7/30. Within 24 hours, you should reach out to them and say, “Hey, it was really nice meeting you at the Chamber function, or at the BNI event. Really nice meeting you recently and I hope our paths cross again.” You could do an e-mail if you want, but a handwritten note, or I love send out cards. I'm a user. I don't sell it, but I love it. It's a great way online for you to send a printed card through the mail.

You reach out to them within 24 hours and say, “Hey, it was great meeting you. I hope our paths cross again.” Whatever you do, don't sell to them. It's like sales Tourette's. People just – and they blurt it out and they sell. Don't do that. It's 24/7/30. Within seven days, connect with them on social media. What's really important to understand is you got to go where they like to play, not where you like to play. I learned this from my kids, because my eldest, she's 33 now, but when she was 17 or 18, if I called her on my phone, she wouldn't answer. If I texted her, boom, she'd respond right then.

Then my second daughter when she was a teenager, early 20s, and this is maybe she's 28 now, so it was maybe when she was 18, 19, I would call her, nothing, text her, nothing. I went to my wife and I said, “Well, what do I do? She's not responding.” She said, “Oh, we got to WhatsApp her.” Now this is eight years ago and I'm like, “What's WhatsApp? I don't even know what that is.” My wife had to show me WhatsApp.” Call her, nothing, text her, nothing, but if I WhatsApp her, she responded immediately.

Then came my son; call him, nothing, text him, nothing. He didn't like WhatsApp. He was a gamer. I figured this one out on my own. I knew he used an online platform called Steam. I downloaded Steam and I bought a game. I was in my 50s. I bought a game, because they had an instant messaging feature. I knew if I instant messaged him, boom, he'd respond immediately and he did.

You want to go where they are. I learned a little bit of networking from my kids, because if I wanted to communicate with my children, I needed to go where they were. Not where I want. Me, I'm old-school. Pick up the phone and call you, but that's not what they wanted. Same thing here, go where they are. When you're having a conversation with them, ask them, “Where do you hang out on social media? LinkedIn, Facebook, Twitter? Which one do you like?” Then find that out and then go connect with them and make touch points and don't sell to them. “Hey, this is Ivan. We met at the BNI event and I love some of the stuff you're posting.” Or comment on posts.

Then within 30 days, 24/7/30, within 30 days, reach out to them and say, “I'd love to get together with you face-to-face.” If you can't do a face-to-face because they're too far away, Skype. Buy a cup of coffee if it's face-to-face. “I'd love to learn more about what you do.” Get together and spend an hour talking about what they do, a little bit about what you do and even then, don't sell to them. It's about building the relationship. At 30 days, you're just at visibility. You're not even at credibility.

[0:09:15.7] MB: That's a great framework in the analogy, or the example of the different social media platform is so true. I have nieces and nephews that are teenagers and I have to Snapchat them and all kinds of different things. You got to find the right way to get in and then they immediately start interacting with you. It's a perfect analogy.

The point, I love the example of calling it sales Tourette's, right? The point not selling, just being really genuine, trying to build a rapport, trying to build a relationship is really, really smart and makes total sense.

I want to come back to this other concept. I think you've touched on this, but it's almost a different perspective too, or a different piece of the same answer. You mentioned this idea of focusing on farming, instead of hunting. Focus on cultivation, instead of going out and constantly generating new context. Tell me more about that distinction and how we can do it well and how we can maybe do it poorly.

[0:10:09.4] IM: The whole process of coming across like you're hunting is when you go to networking events and you're trying to sell. Instead of that, what you should be doing is trying to build relationships. Let's go back to the VCP process. If it's someone you're meeting for the first time, it's really all about just getting to know them well enough where you can go through the 24/7/30.

Let's say you're at visibility. Maybe you've already had a one-to-one with them. You them at another event, that's a chance to touch bases with them. “Hey, it was great talking to you a couple of months ago when we met.” You just keep that connection alive. If you're at credibility, that's where you want to start going deeper with the person and say, “Look. Tell me more about the projects you got going on. How can I help you with that project? What can I do for you?” If you’re at credibility, that's the question you should be asking them.

Now if you're at profitability, it's a whole different ball game. “Hey, that referral you gave me last month turned into a sale. I really appreciate it. I've got somebody for you. Let's connect tomorrow, because I want to refer them to you.” Different kinds of conversations based on the different people that you meet, most of them will probably be at pre-visibility or visibility when you go to some networking events. Some won't. I mean, in BNI you're meeting a lot of the people over and over again, so it's really working the credibility and profitability level. It depends on who you're talking to. Does that make sense?

[0:11:30.9] MB: Yeah, that totally makes sense. I want to talk a little bit in a second about some of the strategies for cultivating, maintaining and organizing your network. Before we even get into that, maybe in the specific context of a networking event, or more broadly thinking about managing our networks, how do you think about the relationship between breadth and depth, if that makes sense? In terms of having a ton of really shallow relationships, versus a few deep relationships and where do you try to strike that balance?

[0:12:01.0] IM: Sure. If your network is a mile-wide and an inch deep, it will never be very powerful. You need a network that is both wide and in places deep with people that you've made a connection with that you really like. You need to go deep with those people. I live in Austin, Texas now, but I really grew up in Southern California. In Southern California, every year they have the Santa Ana Winds, which are these really big winds that hit Southern California.

It was always amazing, because during that season which was usually September-October, news at 6, you would see all of these huge eucalyptus trees that had blown over in Southern California every year. What's interesting, the eucalyptus trees come from Australia, so they weren't – they're not native to southern California. The problem with them is they have these root system that's really wide. When it gets hit by wind, the trees knock over.

I would equate that to a recession. If your network is really wide and not deep, when you get hit with financial difficulties, your business is going to fall over. If you have a network that has a lot of contacts, but has some really deep contacts, you can weather difficult times, because friends don't like to fire friends. They'll fire a vendor, but they don't like to fire a friend. They don't like to stop doing business with a friend. You have those relationships with people and you can weather difficult times.

Just one last thing I'll tell you on this. I had a huge debate with a gentleman who I highly respect. He's a great guy. He argued with me, it's all about the number of people. It's not about how deep you go, or the quality of – It’s numbers. It's a numbers game. I argued with him, now it's more of a people puzzle than a numbers game. Yeah, you have to have a certain number of people, but it's about building those relationships.

Boy, it's the biggest argument he and I ever had. He had a network-like business. That network-like business is out of business now. I think the reason for it was he was so focused on numbers, he forgot about going deep with people. Very few people did he go deep with. I think that's a huge mistake.

[0:14:16.7] MB: How do you think about which contacts, or which people in your network are the ones that you should go deep with, versus the ones that you shouldn't?

[0:14:25.3] IM: I think and I talk about this in my most recent book, it's really important that you go – that you get good with your values. If you don't know your personal values, you don't know the answer to that question and you don't know the answer to a lot of other questions. When I talk to people about their values, it's like looking at somebody, a deer in the headlights.

Sometimes I'll really catch people off-guard. I’ll say, “Give me your top seven personal values.” Their eyes get wide and is like, “What?” “Give me your top seven personal values.” “Uh, really?” “Yeah.” They'll think for a moment and they’d go, “Honesty.” “Okay, great. Give me six more.” They're stumped. They have no idea. Well, if you don't know your values, you don't know what kind of life you want to create, you don't know what business you want to create.

When you know your values, you look for people who have values that resonate with yours. They don't have to be the same, but they have to be congruent. They can't be incongruent with yours. I talk about this in Who's in Your Room. There's a great example. I'm not a musician, but I've seen this done. If you have two pianos and put them side-by-side and you have a person at piano one and you have them hit the middle C key, and person at piano two press the sustain pedal, the second piano’s strings will vibrate, even though you didn't hit the key. You hit it on piano one. The second one will vibrate. That's resonance.

People are much the same, I would argue, that if you find people whose values resonate with your values, then you can really connect with them on a very personal and professional level and develop a great business relationship. When you have people that have values that are dissonant with yours, it's just not going to work.

[0:16:09.8] MB: Yeah. That's a great piece of advice. The importance of being aware, self-aware of what your own values are, what's important to you, where you're trying to go and making sure that the people you surround yourself with are aligned with those values makes total sense.

[0:16:23.6] IM: Yeah. They don't have to be the same values. They just have to be resonant. They can't be completely opposite or different than yours. A lot of people have a hard time with the values. There's a lot of instruments online where you can start to think about your values. Here's a great place to start. Begin with your deal-breakers. Now when I ask somebody what their deal-breakers are, boom, they've got it. They can tell me in an instant. What is a behavior that you just absolutely do not like in another business person, or in a friend? What's a behavior that is a deal breaker? You don't want that relationship. Start with your deal-breakers and that helps you then start thinking about your values. It's a great technique.

[0:17:00.1] MB: Yeah. That's a really good way to start and it makes it much less intimidating to go down that journey. I want to come back to something you said a minute ago, because I want to follow up on it because it's so important, which to me one of the biggest distinctions that I've seen between, especially in sales-oriented roles, but people who are successful and people who aren't is following up and the power of follow-up. Tell me a little bit more about how important follow-up is in terms of building effective relationships.

[0:17:30.0] IM: Well, I think follow-up is the secret sauce to networking. You've got to effectively follow-up. I gave you the 24/7/30 follow-up system and I think that's a great way to do it. Beyond that, I think it's important to have touch points, where you're constantly in one way or another connecting with people that are in your personal network; people that you're a profitability with, you ought to be having personal phone calls with, or meeting them face-to-face. That's a relationship that you need to really cultivate.

People that your credibility with, you don't necessarily need to meet as much, but you should stay in touch with them. People that you're a visibility with, you want to see if there's a – their values resonate with mine. Does their business resonate with mine and they may move to that second and third level. It's all about touch points. Staying connected. Social media has helped with that. It's a lot easier to stay connected with people through social media than it was when I started my business.

If I wanted to talk to somebody, it was telephone or I had to type up a letter. Now through social media, it's a lot easier. That's a great tool for today's business professional to continue those touch points and follow up.

[0:18:38.7] MB: When you're in the early stages of building a relationship and I think you gave some really good guidelines with the 24/7/30, but even beyond that, or once that's established, how do you start to think about what those touch points should be and finding meaningful ways to connect with somebody, or to ping them?

[0:18:56.1] IM: The best way to really build and go deep on a relationship is to find ways to help other people. In BNI, our principal core value is givers gain. If you want to get business, you have to be willing to give business to people. I suggest to people that if you really want to – if there was any force multiplier in building a relationship, it is your skill at asking, “How can I help you? What can I do for you?” Being prepared to do your best to help them in some way. It may be – I don't mean sell them your product or service. I mean, really genuinely help them in some way.

It may be referring them to someone else that can helped them with a particular problem they have. It may be if they've got an interview that they just did and they want that put out on social media, you put that out on your social media for them. For me, oftentimes I get people who say “Would you do an endorsement on my book?” “Absolutely. Send me the book. Let me look it over, but assuming that it's all in alignment with my values, I'd be happy to do an endorsement.” That takes a lot of time.

I probably get – I bet you I get 50 endorsement requests a year. That takes a lot of time, but I'm happy to do it because that's a relationship builder. It really depends on who you are, what you do, what your expertise is, but find ways to help other people, then they really appreciate it and that's – they're going to reciprocate.

[0:20:24.4] MB: I wholeheartedly believe and agree with that advice and it's something that I've taken in and very deeply internalized in the way that I interact with people. Do you think that there's – I feel that advice almost has gotten too popular in the sense that it's lost some of its meaning and people ask it in a perfunctory way without really meaning it. It’s like, “Oh, what can I do to help you?” It almost feels like a forced ask sometimes.

[0:20:49.9] IM: I couldn't agree more. It shouldn't happen when you're working on visibility.

[0:20:54.6] MB: Yeah, that's a great distinction.

[0:20:56.4] IM: Yeah. I mean, it's meaningless. I mean, if you don't know me and I ask you for help, it's like, you don't even know who I am, you don't know if I'm good at what I do. I could be a scam artist. You don't know. I never ask that question. I rarely ask that question when I’m pre-visibility or visibility with somebody. It's only when I'm at credibility with somebody.

By the way, it doesn't matter where I think I am in the relationship. What matters is what does the other person think that I'm at in the relationship. We both have to feel like we're at credibility. You know when that's happening, when you're having deep discussions about what you do and you're starting to talk about how you might be able to help each other in terms of referrals or whatever. It's at that point that I'm at credibility that you got to ask the question, “So how can I help you?”

One of the ways I do it is by saying, “Hey, tell me some of the challenges that you've got.” I usually ask that with somebody I know. What are some of the challenges you’re going through now in the business? They'll tell me and I'll say, “How can I help you with that? Or, I know somebody that might be able to help you with that.” Either of those two are a great way to help somebody and do nothing, but move the relationship forward.

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[0:24:03.8] MB: You've brought something up twice that to me is one of the cornerstones and most important learnings about building relationships that so many people never understand, which is this idea of meeting people where they are and framing things in terms of the other person, as opposed to imposing on them what you wish that they would be, or what you want them to be, or where you want to go, right? From the example of social media, from the example you just gave. It's such an important meta lesson about building relationships and I just wanted to underscore that, because I think it's critical.

[0:24:36.5] IM: I couldn't agree more. I think that's really extremely important when you feel you are networking up. Anyone who's listening to this, if you feel you're in a position to network up, to network with somebody above your weight class in terms of success, it is so important to not impose what you want on them, to not ask for business. I have so many people who say to me, “Well, come on. It never hurts to ask.” Wrong. Totally wrong. Completely wrong. If you ask too early in a relationship, you'll never have an opportunity to ask again, especially if you're networking up.

If you're networking up with somebody who's really, really successful and the first thing you do is ask them to buy your product or service, you have just joined 90% of the rest of the people who meet that person for the first time, because everyone's trying to sell to a successful person and it gets old.

If you want to make a connection with that person, the best way to do it is to find a way that you can help that person. I mean, I've been to Necker Island a couple of times, about three times. That's Branson's private island.

I was just there two weeks ago. He has a new book called Finding Your Virginity. Look, I could have gone to him and say, “Hey, Richard. Would you mind doing a video with me about whatever.” He'd have probably said yes, but it was way more effective I think to say, “Richard, tell me about your new book. Tell me something. In run a network.” He remembered what I did. “Tell me about something that I might be able to teach my members.” He talked about his concept of circles, circles, which is the first circle is you. Get your life together. If you don't have your life together, you can't go to the next circle. The next circle is your family, the next circle might be your neighborhood and then it might be the state and the country and the world and you go through these circles. He has that in the book.

I said, “I love that. How can I help you promote that concept?” He said, “I don't know. What do you have in mind?” I said, “Would you like to do –” We did a video last time I was here. “Would it be a benefit for you to do another video about that concept in your book?” He said, “Yeah, I'd love to do it.” He did love to do it. I mean, he really was into it, which is great, but it was all about me finding a way to help him.

I didn't even use the words, “How can I help you?” I did say, “How can I get that out for you?” Which is a variation of it. If you can find a way that really resonates with that person to help them in some way, guess what? It helped me too. I had a video with Branson, which is on my blog by the way, in February 17th. You can see it on my blog.

[0:27:18.9] MB: Yeah, that's awesome. Was that the same as the Plan B video, or are those different?

[0:27:23.7] IM: That was different. I'm impressed you know the Plan B video.

[0:27:25.7] MB: We came across that in our research. Yeah.

[0:27:29.0] IM: This is a follow-up and we start by – in the new video, we start by me talking about Plan B and saying – last time I saw Richard, we talked about Plan B and Plan B is that business can be noble. B stands for business. Business can be noble, business can make a difference. I told him, “Based on my conversation with you five years ago, we created a movement in BNI called business voices for the foundation.” It was where BNI members can volunteer their time for schools to help them achieve things that the school wants and to support schools. I said, “That came out of that video, and so I wanted to thank you for that.” Today we're going to talk about circles and I led into the circles conversation. Yeah, it's a new video.

[0:28:13.3] MB: That's awesome. Well, I'll have to check that one out.

[0:28:16.1] IM: Yeah. I'm pretty sure it's February 17th on my blog. I'm sure you're going to put the blog in the show notes.

[0:28:22.1] MB: We will find that video and include it in the show notes.

[0:28:25.0] IM: Yeah. I'm looking at – It's actually February 13th.

[0:28:27.6] MB: Got it. Coming back to networking, I have one or two other questions about that. Obviously, you're one of the world's foremost experts in it, so I think it's worth picking your brain a little bit more. How do you think about and this is another topic that I've heard a lot of different answers, I've seen a lot of different strategies, how do you think about organizing, structuring, managing your network through whether it's CRMs, contact lists, etc. What are some of the best practices you found for really optimizing that?

[0:28:59.0] IM: I mean, I think any Salesforce or any CRM system that you want to use is fine. The one thing, I would do a twist on it. I would create a category in your contact management system for VCP, actually even pre-VCP, pre-visibility. I'd have four categories. I'm at pre-visibility, I'm at visibility, I'm at credibility, or I'm at profitability. Why? You do that, because what we talked about earlier the way you communicate, don't communicate with people that you're in visibility with like you're at profitability. “Hey, would you promote this for me?” Don't do that.

If you have a large list, it's important to differentiate between the people you have a deep relationship with and the people that you don't. Whatever system you use, you need to have the ability to put in there where you're at in the VCP process and that changes over time, so you need to be able to edit it as time goes on.

[0:29:53.4] MB: Yeah. That's a great way to break up the funnel and think about. Because you're right, there's such a different communication strategy and you already shared some really good examples around that for each different piece of the VCP funnel.

Another quick question about networking that I found interesting and this is something I think I saw you say on YouTube, or maybe it was an interview a couple years ago around how you should always be networking, whether it's in-line at the grocery store, whether you’re picking your kids up from school, whatever it is. Tell me more about that philosophy, because that's one that I've always been a little bit hesitant about, or unsure of.

[0:30:29.8] IM: You'll get real uncomfortable with my answer for at least a moment or two. I originally had this in a book I wrote years ago called Truth or Delusion, where we walked through what I felt were the truths and the delusions of networking. One of the questions – we posed it as question and then we'd give the answer. Here is the question. You can network anywhere, anytime, anyplace, even at a funeral. The answer was truth, but there's a caveat that's critical. That caveat is you must always honor the occasion.

To show up at a funeral and start passing out your business cards is a really bad idea. That's not honoring the occasion. If networking is and this is where we started the conversation, if networking is about building relationships, then where exactly is it wrong to network? If networking is about finding ways to help people, where is it wrong to network? As long as it's genuinely helping people.

I'll give you an example. I was at a church function years ago. It was somebody who I'd met a few times, didn't know him real well, but I knew him well enough to ask him. I asked him a lot about his business, went a little deeper. It was one of those potluck things, sunny afternoon. I had an opportunity to go a little deeper with him. I said, “So what are some of the challenges?” Which I told you is a question I like to use. “What are some of the challenges you have in your business?” He gave me the most unusual answer that allowed me to help him. He said, “You know, I have a really weird challenge.”

He said, “I have a very successful business. My biggest challenge is that some years, I make a ton of money and some years I make good money. Those years I make tons of money, I want to give it to charity, but I don't want to give it all away at once. I'd like to create a foundation, but I'm not quite big enough to have my own foundation.” That's a strange problem and I'm not found a solution for it. I said, “Wow. Have you ever heard of community foundations?” He said, “No. What are those?”

A community foundation is a really big foundation where you can have directed funds, donor-advised directed funds. For I think back then, it was for $10,000 you can open up, and this was in the California Community Foundation, you could open up a donor-advised directed fund that's part of a 501c3 charity and you could give that money away to any other 501c3 charity through the California Community Foundation and you don't have to run it.

He's like, “Oh, my goodness. I've been looking for something like this for years. Would you mind introducing me to the vice, or to somebody in development at the community foundation?” I'm like, “It would be my pleasure.” He handed me his card. “Here's my card. Call me up this week, because I really want to set up a fund.” I did and I put him in touch with somebody and he opened up a fund. Now if I wanted to meet with him, to talk more about my business, do you think he would have taken my call a couple weeks later?

[0:33:32.0] MB: Absolutely.

[0:33:33.1] IM: Yeah, he would have. I mean, I didn't need to. I was able to help him, that was good enough, but he would have definitely taken my call. Instead, what people do is they launch into sales mode, instead of helping mode. It doesn't have to be, “How can I help you?” It can be, “Just tell me about some of the stuff that you got going on.” I'm always amazed at what I discover by asking those kinds of questions.

[0:33:54.4] MB: Do you think it's worth it to –

[0:33:57.8] IM: Can I ask you that you believe now that you can network anywhere, anytime, anyplace?

[0:34:01.2] MB: Even at a funeral.

[0:34:02.8] IM: Even at a funeral, as long as your honor the event.

[0:34:05.5] MB: I like that. I like that.

[0:34:07.1] IM: All right. I cut you off. Sorry.

[0:34:08.2] MB: No, you're good. I was just going to ask, in some ways, you answered this in a meta level, but less from the question of are you able to network in the situation and more do you think it's worthwhile to network in the situation? Let's say you're waiting in line at the grocery, would you turn and talk to the person behind you and start to strike up some relationship? Or do you think that if you end up doing that, you clutter your life with too many miscellaneous or random connections that end up not being meaningful?

[0:34:35.9] IM: My answer may surprise you. I run the world's largest face-to-face networking organization, but I'm actually a little bit of an introvert. To just talk to a stranger is maybe a little bit of a stretch for me. I know that sounds crazy, but I did another blog on my blog called OMG. I'm an Introvert. That's when I discovered. I took a test and my wife was saying, “No, you're not an extrovert. You're an introvert.” I think, “You're crazy.”

I took this test and show that I'm a situational extrovert. That when I'm talking about a subject that I really feel good about, I come across as an extrovert, otherwise, I'm an introvert. Go apologize to your wife. I probably wouldn't. My wife on the other hand is a total extrovert and she strikes up conversations with people everywhere. We're in an elevator and she's talking. We're in a grocery store and she's talking to people. There's nothing wrong with it. You just got to feel comfortable with it. If you don't feel comfortable with it, do it in places where you feel comfortable.

[0:35:28.5] MB: I think that's great. That puts it in context and makes total sense. I'm definitely surprised. I would have totally pegged you as an extrovert.

[0:35:35.7] IM: Yeah, I'm a situational extrovert. Check out that blog, OMG. I'm an Introvert.

[0:35:41.0] MB: All right. We'll put that one in the show notes as well.

[0:35:44.0] IM: Yeah. You know why it's valuable? Because there's a lot of people who are introverts who say, “Well, I'm not good at networking. I'm an introvert.” I would argue that both introverts and extroverts have strengths and weaknesses at networking. Extroverts can talk to anybody, but they can't shut up. They just go on and on. What's their favorite topic, you think?

[0:36:05.1] MB: Themselves.

[0:36:06.3] IM: Themselves. Yeah, it’s absolutely right. Extroverts are really good at meeting people and talking, but they're not good at listening. Introverts are better at listening. I've said for years, a good networker has two ears and one mouth and should use them both proportionately. They should be like an interviewer. You're asking me questions and you're allowing me time to extrapolate, to explain, to tell stories. That's a great networker.

A great networker is a great interviewer and introverts are better at that than extroverts. Extroverts have to learn how to listen and ask questions. Introverts have to learn how to introduce themselves at events and not be a wallflower.

[0:36:48.4] MB: Yeah, that's a great insight. I consider myself an introvert, that's why I like to do the podcast, because I get to ask a question and then learn as much as possible from the wise folks like yourself.

[0:36:58.5] IM: Oh, thank you.

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[0:38:31.4] MB: I want to change gears and talk about something that we talked about a little bit in the pre-show and you showed me a really fascinating graph that's basically BNI’s growth since 1985. It looks basically like a hockey stick. We'll throw it on the show notes page as well for listeners to actually see it. You were talking about this concept that you're working on about as you called it garage to global, which I think is fascinating and what enables businesses to scale from the early stages, all the way up to the world stage. Tell me more about that concept and what prompted you to start writing about it and what you think about it.

[0:39:07.0] IM: Well, I'm going to be writing it with my CEO of BNI. I'm going to be doing the how do you take it from garage to the early parts of going global and he's going to pick it up from the global organization that you really want to continue to scale. There are a lot of things that I think are critical in those early days. For any one new, one of them is you got to have systems. You have to have systems in place and put in processes in place and you've got to write everything down.

I mean, there's just so many things in those early days. You got to know your numbers. I mean, really know your numbers. If you don't know your numbers, you could be selling products and losing money. I get a daily report as of today, BNI had 9,503 chapters in over 70 countries. We 272,140 members. You've got to get granular with your numbers.

Now maybe you can't get a daily report if you're a small business, but you got to know your weekly numbers; certainly, certainly monthly numbers. If you want to be successful in business and this is one of the most important lessons I learned. You want to be successful, do six things a thousand times, not a thousand things six times.

So many people I meet, they do a thousand things six times. They're constantly chasing bright shiny objects. “Oh, look. Let's try this. Oh, look. Let's try that.” By the way, it doesn't have to be six. It could be five, it could be seven, but you do a handful of things and you do it a thousand times. Now what things do you pick? I'll tell you how to pick them. Find mentors. Mentors might be people that do you know, that you have a relationship with. They might be virtual mentors. Podcasts like yours are a perfect place to find virtual mentors.

When somebody hears one of your podcasts and someone is saying something that really resonates with the listener, that listener should go look that individual up. They should use that person as a mentor, a virtual mentor. Hey, who knows? Maybe you'll meet them and become – and they'll become a face-to-face mentor. I've got at least two there were virtual mentors for me, because I read their books and years later met them and they became friends and personal mentors. Do six things a thousand times, not a thousand things six times.

Here's another one, work in your flame, not in your wax. Work in your flame, not in your wax. I wasn't taught this in college, but it's so critical. When people are working in their flame, they're on fire. They're excited. They love what they do, what they're doing. They're passionate about it. You can hear it in their voice. You can see it in the way they behave. When they're working in their wax, they just hate what they're doing. You can hear it in their voice and you can see it in the way they behave. It's why one of the first things that if you start a business, one of the first things you should do is figure out, “What’s your wax?”

Then as soon as possible, hire people who their flame is your wax. One of the first people I hired for my company, for BNI, was a bookkeeper. I can do books. I know how to do books. I hate doing books. It's my wax. I remember I hired her and it was totally her flame, totally her flame. She absolutely loved bookkeeping, Matt, which is mind-boggling to me, but she loved it. One day she came up to me and she said, “Oh, gosh. I spent two hours. The books weren't balanced by 5 cents. I spent two hours and I found the 5 cents.” I said, “Hey, well done. Congratulations.”

Now I told a friend that and he said, “Did you reprimand her?” I said, “Why?” He said, “Well, two hours. You paid her two hours to find 5 cents?” I said, “Not only did I not reprimanded her, I complimented her.” He said, “Why would you do that?” I said, “Because what if it were 50 bucks? If it were 50 dollars, I'd go, close enough. It's a rounding error. That's all right. She would have stayed there till she found it. What if it were $500? Man, she wouldn't gone home until she found it.” That's her flame. Find people where your wax is their flame, bring them onboard. Those are a couple of the concepts that I talk about in garage to global.

[0:43:10.5] MB: I think all of those are great. The one that I've seen so many times and personally definitely resonates with me is this idea of doing six things a thousand times, versus doing a thousand things six times. It's so easy to get distracted by shiny objects. How did you force yourself to focus and make the tough choices and trade-offs and really get into the handful of things that were the most important?

[0:43:38.6] IM: I think you start by really taking a look at what are your key success factors, just a handful of things that you can measure in your business that you know are indicators of success. Then everything you do should be to work towards those key success factors in your business. That becomes certainly many, if not all of those six things. Then you've got to be a dog with a bone.

You just got to be really persistent with it. If I have any superpower as a business person, it's that I am a dog with a bone. I can work it and work it and work it and work it and find the solutions that I need. It's really important to I think find those key success factors and work those extensively if you want to be successful.

Over time, it's okay for you to have different roles. I mean, when I was early in BNI, I was much more hands-on on the day-to-day process. As the company grew, I had to step back, learn how to delegate effectively, which is another one of the key elements in garage to global is how do you delegate. I had to learn how to delegate effectively. Then I learned, I had to reinvent myself, because a lot of the stuff I did for years, I got tired of. That's one of the problems for entrepreneurs, they get tired of something. You find somebody to take that on and you reinvent yourself and have a different role than you had in the past. Before, I was the king leading the charge. Today, I'm the Colonel Sanders of BNI. I'm the spokesperson of the organization. I reinvented myself, so that I could stay in my flame.

[0:45:12.7] MB: Yeah, that's great advice. At what point and this is getting at the question of I think how you reinvented yourself, at what point the in organization's trajectory did you feel the need to bring in someone else to be the CEO?

[0:45:29.8] IM: Yeah. I was CEO for a good 20 years. I brought in somebody who really started as the national director for BNI, then I promoted him to the COO, and then I promoted him to the CEO. He was CEO for a number of years. About five years ago, I actually brought in partners. My main partner is the CEO with the company. It was at least 20 years before I started down that road. It doesn't have to be 20 years. You can do it in five or 10. I really was very hands-on for a long time.

One bit of advice that certainly you've heard of before and I'm going to put in the book is you hire slow and fire fast. That was a lesson that took me too long to learn. Hire slow and fire fast. I had lunch with Harvey Mackay a few years back. I don’t know if you know Harvey. He wrote the book Swimming with the Sharks Without Getting Eaten Alive and Dig Your Well Before You're Thirsty. He's a great guy.

He said to me once over lunch. He said, “I've lost more sleep over the people that I've kept than the ones that I fired.” I didn't quite buy it when he said it to me, but the more I thought about it, the more I realized I've lost way more sleep over the people I've kept that I should have let go. Be slow to hire, fast to fire.

[0:46:50.5] MB: Yeah, that's great advice. The piece about losing more sleep over the people that you keep, that makes total sense and that definitely resonates with my experience as well.

[0:46:59.2] IM: Hey, I earned all these gray hair I have. It comes honestly.

[0:47:05.5] MB: Well Ivan, for somebody who's been listening to this conversation and wants to start to put in practice or concretely implement some of the stuff that we've talked about, what would be one action step, or one piece of homework that you would give them to begin putting these ideas into practice?

[0:47:21.5] IM: I think what you want to do is start by really thinking about the culture that you want to create in your organization. I believe culture eats strategy for breakfast. In order to create a great culture, you need to know your core values, both your personal core values and your business core values. What are your core values? If you don't know the core values of the business, if you don't have them, if you don't have your core values written down and teach every new person who's working with you, what will happen is a culture will be created without you. It might not be the culture that you're proud of.

It's very important that from an organizational perspective that you really learn how to build your culture. I write about this and I've never seen anyone do it quite the same way. I think culture is created by taking at look at the processes that work in your business. Those processes become traditions. They're the stories you talk about. “Well, when we started this happened and that happened and we learned this.” Those are your traditions.

Your traditions can become your core values. When you start thinking about core values, think about the processes and stories that you tell. Those are your core values. Your core values create culture. Then teach everyone that culture. That's the answer on garage to global. For networking in general, just remember it's all about building relationships. If you forget everything I've said, it's all about building relationships. You know the old saying, it's not what you know, it's who you know. I don't believe it's either. I don't believe it's what you know or who you know, it's how well you know each other that really makes a difference.

I may have a great contact in my database, but so what? The question is can I call that person? Would they take my call? If I asked them for a favor, would they be willing to do it? It's not just who you know, it's how well you know each other that really makes a difference. In order to do that, you got to go deep and build a relationship.

[0:49:14.4] MB: Great advice. I love that perspective on shifting it from it's not – what it's not who, but it's how, how well do you know them.

[0:49:21.7] IM: How well, yeah. That you both know each other. It’s can you make that – can you reach out and ask for that favor? If you can do that, then you've got a really good connection there. It's not just a contact. It's not just the person in your database. It's a connection. It's a relationship.

[0:49:36.0] MB: Yup. Great perspective. Ivan, where can listeners find you, your writing, your work and your new book online?

[0:49:45.6] IM: Yeah. I wrote a book called Who's in your Room? It's about your life and the life that you create and that really, that the secret to your success is highly dependent on the people in your life. It's a great little book. It's a quick read. You can see it on my blog IvanMisner.com. I've been blogging since 2007, twice a week since 2007, so I've got literally more than a thousand posts and videos up on IvanMisner.com. Of course, anyone that's interested in BNI, the referral organization I started, bni.com. We’ve got chapters all over the world.

[0:50:19.0] MB: Well, Ivan. Thank you so much for coming on the show, for sharing some great stories, some really insightful wisdom and for taking the time to spend it with our audience.

[0:50:29.5] IM: Well, listen Matt. My pleasure. You've probably heard this before. You're one of the most well-prepared hosts that I've done an interview with ever. Well done.

[0:50:39.7] MB: Thank you very much. I really appreciate that.

[0:50:41.7] IM: My pleasure.

[0:50:43.0] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

March 26, 2020 /Lace Gilger
Influence & Communication, Career Development
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The Secret To Growing Any Business, Building Unicorns & Crazy Ideas with Square Co-Founder Jim McKelvey

March 19, 2020 by Lace Gilger in High Performance, Career Development

In this episode, we share the universal secret to growing any business, how to build a unicorn startup, what the real definition of an entrepreneur is and much more with our guest Jim McKelvey

Jim McKelvey is an American serial entrepreneur, artist, and philanthropist, best known for his popular invention, Square. He has founded around seven businesses in the technology and craft field. In addition to Square, he founded the non-profit LaunchCode and Third Degree Glass Factory. Jim is also an author having written two computer programming textbooks while in school, the bestselling book, The Art Of Fire, on glass art and most recently The Innovation Stack: Building an Unbeatable Business One Crazy Idea at a Time, on entrepreneurship and creating lasting world-changing businesses.

  • From glass blowing to co-founding Square - the winding path that leads to the co-founding of one of the most successful Silicon Valley unicorns. 

  • It’s possible to do something for which you have no official qualifications. 

  • “None of the stuff I’ve done have I had any formal qualifications or credentials for."

  • You will almost always be unqualified if you're doing something truly interesting. Something that has not actually been done before. 

  • Almost everything in business is a copy of something else - good results mostly come from replicating what has already been done and been learned from others. 

  • In business, most of the time the best thing to do is to find an expert and teach them how to do it, or steal their ideas, or hire them.

  • Copying and replication is the smartest business decision you can make, 99% of the time… BUT if you’re doing something that is NEW, that has never been done before.. you can’t copy... at that moment you feel supremely unqualified and alone. 

  • “Does anyone know how to land a 737?” That’s the feeling of being a true innovator and solving the toughest business problems. 

  • It’s possible to be successful even with ZERO qualifications, but you have to get over the fear of being unqualified to do something. If you’re doing ANYTHING interesting, you won’t be able to copy anyone else. 

  • The great universal secret to any existing business - the answer to almost every single business problem.

  • There is no checklist for something no one has done before.

  • COPY!!! Do what everyone else does. Figure out what everyone is doing to do the same damn thing. Hire their people away. Copy their stuff. That ALMOST ALWAYS works… the ONLY time that doesn’t work is if you’re trying to do something truly NEW.

  • Failure is the basis of all comedy. When you do something that’s never been done before, you have to fail. 

  • “Maps are for tourists, not explorers"

  • “What is an entrepreneur” vs a businessperson and why is entrepreneur such an overused word today?

  • “Intelligently copying what has been done before is a good formula for getting rich."

  • Thrill and terror are two sides of the same coin of entrepreneurship.

  • The word entrepreneur is not always a compliment. It’s someone out on the fringe, pushing the boundaries, solving the unsolvable problems. 

  • “I love problems because problems are easy to see."

  • Opportunities are hard to see, but problems are very visible.

  • How to discover the “perfect problems” that you can found a business to solve. 

  • You have to work on a problem that you CARE about.

  • If you’re doing something truly entrepreneurial - you will be lonely, you will get negative feedback, people will ignore you and ridicule you.

  • Should you be bold or should you focus on humble perseverance?

  • There’s a HUGE difference between being BOLD and being COMFORTABLE when you’re SCARED - being comfortable with discomfort.

  • Don’t believe entrepreneurial hero stories about boldness - it’s much better to get comfortable with being scared. 

  • Don’t worry about overcoming your fear - the trick is to begin the journey.

  • A lot of the business advice you hear is crap.

  • Our evolutionary relationship to fear short circuits our brain’s perception of threats - the reality is that in business you won’t die, so get comfortable being scared and take the risk. 

  • There is no specific advice on being an entrepreneur - by definition, there is no advice that you can be given if you’re solving a problem that hasn’t been solved before. 

  • Do something that makes you really uncomfortable. Hang out with your enemies, put yourself in situations that make you uncomfortable. 

  • If you’re going to be an entrepreneur, almost by definition you will be uncomfortable.

  • What is an innovation stack and how can you use it to solve new problems?

  • How did Square survive an attack from Amazon?

  • Amazon’s playbook for killing any company

  • Undercut the competitor by 30%, copy their product, and watch them die. 

  • You won’t find one new solution - you will find a stack of innovative solutions that all work together. You will have a chain of problems you have to solve that all eventually stack together into a competitive and differentiated business. 

  • Homework: Look at your personal energy score. Figure out what increases your energy, which decreases your energy, and does more of what increases it and less of what decreases it. 

  • When does an entrepreneur fail? 

  • “Dude, the product is never gonna work."

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Jim’s Website and Wiki Page

  • Jim’s LinkedIn and Twitter

Media

  • STL Today - “Square's Jim McKelvey signed to write 'how I did it' book” by Joe Holleman

    • “Wash U renaming engineering school after Square co-founder Jim McKelvey” By Jacob Barker

  • INC - “Why Square's Co-Founder Says Be Wary of Advice From Successful People” by Lisa Calhoun

  • Washington University in St. Louis - “New era in engineering to begin at Washington University” By Julie Hail Flory

    • “The problem solver” By Terri Nappier

  • Bold Business - “Bold Leader Spotlight: Jim McKelvey, Founder Of Square, LaunchCode, And Invisibly” by John R. Miles 

  • Missouri Business Alert - “Jim McKelvey’s startup Invisibly raises $20 million” by Elliot Bauman

  • E&T - “‘Shut up and build it!’ - Jim McKelvey, Square co-founder, on bringing ideas to life” By Jonathan Wilson

  • SigEp - “Square co-founder Jim McKelvey won’t quit” By Beaux Carriere

  • Entrepreneur - “Persevere, Laugh at the Absurd and Let Nothing Get on Your Nerves” by Jim McKelvey

  • TechCrunch - Articles tagged Jim McKelvey

  • [Podcast] Dorm Room Tycoon - Learning to be a Craftsman with Jim McKelvey, Square

  • [Podcast] Unfiltered - Jim McKelvey: Lessons from serial entrepreneur and "renaissance man" with $2.9B IPOs and $27B valuations

Videos

  • Missouri Partnership - Jim McKelvey Talks About Square - Past, Present and Future

  • WashU Engineering - 2019 McKelvey Engineering Recognition

  • Bold Business - Square Founder Jim McKelvey Discusses the Characteristics that Make a Leader BOLD!!! (Subtitled)

    • Square's Jim McKelvey Unveils the new Model for Digital Content Monetization - INVISIBLY (Subtitled)

  • Presidents Institute - Jim McKelvey on "Fear Drives Innovation"

    • Jim McKelvey on "Things I’m Unlearning"

  • Webrazzi - Lies of Success - Jim McKelvey @Webrazzi14

  • The Aspen Insitute - edX CEO Anant Agarwal and Square and Launch Code Co-Founder Jim McKelvey

Books

  • The Innovation Stack: Building an Unbeatable Business One Crazy Idea at a Time by Jim McKelvey

  • ART OF FIRE by James McKelvey

Episode Transcript

Announcer: Welcome to the Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we share the universal secret to growing any business, how to build a unicorn startup with a real definition of entrepreneur is and much more with our guest, Jim McKelvey.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous interview, we shared the power of the experimental mindset. How can you use experiments to make better decisions and improve your life? What makes for good experiments? We shared all of this and much more with our previous guest, Stefan Thomke.

Now for our interview with Jim.

[0:01:38.4] MB: Jim McKelvey is an American serial entrepreneur, artist and philanthropist, best known for his popular invention, Square. He has founded seven businesses in the technology and craft field. In addition to Square, he founded the non-profit LaunchCode and Third Degree Glass Factory. Jim is also an author, having written to computer programming textbooks while in school, the best-selling book The Art of Fire on Glass Art and most recently, The Innovation Stack: Building an Unbeatable Business One Crazy Idea at a Time.

Jim, welcome to the Science of Success.

[0:02:11.1] JM: Thank you, Matt. This is going to be fun.

[0:02:13.0] MB: I'm so excited to have you on the show today. You have an incredible career filled with so many interesting stories and a fascinating journey from the world of glassblowing, to the Federal Reserve, to co-founding Square, which is a massively successful company. Tell me a little bit about your story and your background and how you've woven together so many disparate and different things.

[0:02:35.4] JM: There was no plan. I went into college not knowing anything I was going to be doing. I had a conversation with my father, where he recommended that I not be an engineer, because he thought engineering was too solitary of practice. He thought I'd be more interested in liberal arts. He recommended I study economics. I said, “Okay, dad. I'll be an economist.”

I studied economics. Got halfway through my freshman year and realized that econ was boring and it was actually more solitary than the engineering classes, because the problems that the engineers were working on required teams to get them right, whereas, the econ stuff was easy enough that you could do it by yourself.

Ironically, I found that doing really hard science was a more social activity, so I gravitated towards that and ended up doing all sorts of crazy stuff during college that I had no qualifications to doing. My God. I wrote a couple of computer textbooks. I guess, you mentioned those, when I was a freshman in college.

I was not one of these kids that loved computers when I was a kid. I never played with computers. I never had a computer. I basically saw my first computer when I got to college and I was so overwhelmed by how difficult it was to work with these machines. Then on top of that, I was really frustrated, because the professor from my class had written the textbook and this thing was just garbage. It was terrible and it was out of date and the programming examples didn't work. I was so pissed off that I said to my roommate, “I could write a better textbook than this.” He turns around and he goes, “Well, why don't you?” I was like, “Okay, I will.”

Basically on a bet, I decided to replace my professor’s textbook with a textbook that I have written. Yeah, again, I had no qualifications for this. It turns out, it's not that hard to write a programming textbook. You just have to do a lot of work. You don't have to come up with a plot, there's no characters. If you're willing to just grind it out and figure out what works on the computer and what doesn't, anybody could do this.

I did it. The book got published and this was back in the days before self-publishing. You had to actually interest real publishing house. The publishing house took the book; asked for another book. By the time I was a sophomore, I had more publications than a lot of my professors. It was this really early lesson that it's possible to do something for which you have no official qualification.

That's in the base note of my career, because again if you – Matt, if you think about all the stuff you listed out, none of the stuff that I've done have I had an official credential to do. I mean, even these days. I'm on the Federal Reserve. I vote on interest rates and I've got an undergraduate degree in economics. I mean, let me vote on interest rates. I don't have a PhD, or a master's degree. I couldn't draw the Phillips Curve if I had to. It's amazing to me the things that a person can accomplish, even without an official credential.

That's the thing that ties my career together. Then glassblowing was something else I did. I've done it for years. I'm actually heading into the studio right after this interview and got to make some Christmas gifts. Wow, it's just this crazy, weird hodgepodge of stuff that I do.

[0:06:00.9] MB: So interesting. I love this concept of not having the qualifications, or doing things without being worried or concerned about whether or not you're qualified to do it. In some ways, it seems that stifles so many people from even trying, or beginning their journey.

[0:06:17.1] JM: Oh, absolutely. One of the reasons I wrote this book – as a matter of fact, the primary reason I wrote this book was to reach out and tell people, “You will almost always be unqualified if you're doing something interesting.” By interesting, I mean something that has not been done before. Because think about it, okay, most of the stuff that we do in our lives is a copy of something else. As a matter of fact, that's what school is, right? You most of the time in school are learning to do what other people have learned to do. Good behavior and good grades come from replicating stuff that has been learned by others.

If you think about what we do in business, most of the time the smart thing to do is find an expert, find somebody who solved that problem. Hire McKinsey. Get somebody who has done what you need to do and have them teach you how to do it, or steal their ideas, or I mean, replication, replication, copy, copy, copy. This is the base note of our lives. We are copying machines.

I've got a little daughter at home, she's 2. She is just a sponge. She copies anything we say, anything we do. You want to make a kid hop in a circle with one hand above your head, like at my house, you just do that and this little girl will come in, just hop for no reason in a circle with one hand raised, because that's what humans and animals and businesses do. We copy stuff. It's the thing that is the smartest decision. We copy because it works. Sometimes if you are doing something that is new, that has never been done before. If you're trying to solve a problem that nobody else has solved, you don't get to copy.

At that moment, you are going to feel supremely unqualified. You will be one of those – Remember those old movies where the pilots die and they run into the back of the plane and goes, “Does anyone know how to land a 737?” I mean, not a 737 MAX, but a normal 737. That's everybody's fear is that they're going to be called out of the captain and put in the cockpit. The stewardess is going to say, “Land this sucker,” right?

What I've learned is just through this weird – I wouldn't even call it a career. Whatever I've done, the different types of work I've done, I've learned that it's possible to be successful if you're not qualified. The reason I wrote the book is I want to encourage people to get over that fear of being unqualified, because if you are doing anything interesting, by definition you don't get to copy the solution. Therefore, you were going to feel unqualified. In other words, you're trying to figure out something that nobody's figured out before. The first thing that's going to hit, at least, I mean, just speaking from mind first, the first thing that hits with me is this little voice in my head that says, “Jim, you have no idea what you're doing. You have never done this before. You have no experience.”

The first thing I always do is I look for somebody who's done it before and I try to copy what they've done. Sometimes there is nobody. When we were starting Square, nobody had built a payment system for tiny, tiny merchants and individuals. It just didn't exist. Jack and I, we’re out on our own. We had nobody to copy. When we were starting a launch code, which is this non-profit that's actually now around the nation and various cities, but we were trying to solve a problem that nobody had ever been able to solve before.

At my current company, Invisibly, we're tackling this problem that nobody's been able to fix this. We don't even know if the solution is possible, but we know that we are supremely unqualified to do what we're doing.

[0:10:12.3] MB: So interesting. There's a number of really important points that come out of that. One, which I thought was such a fascinating insight from the book was I think you call it the answer to almost every business problem is copying and replication.

[0:10:25.2] JM: Yes, yes. The book. Okay, so this is great. I wrote the book completely. I didn't know if it was any good or not. I didn't even know if I was going to publish it. At some point, I was like, “Okay, I got to show some publishers.” I got a book agent; great guy, Jim Levine. He took me around to all these fancy publishing houses.

One publishing house wouldn't even read it, because they'd flip through the book and there were no checklists. They're like “We can't publish a book without checklists.” I was like, “Wait a second. Did you read it?” They go, “No, we didn't have to read it. There were no checklists.” I was like, “Wait a second. How do I give you a checklist for something that nobody has done?” The editor just looked at me and she's like, “If you want a business book, you have to have a checklist.” There is no checklist in my book.

I was feeling guilty as I was writing it. I was like, “Oh, my God. I got to give them one thing.” I gave the universal checklist, which is a one bullet point checklist to solve any problem in any existing business. Here it is. This is the great secret. The Science of Success Pod, you will live up to your title better than you have ever lived up to the title of this whole series at this moment. I am about to reveal the universal secret of success in any existing business. Copy. Just do what everybody else does. That works. Figure out what everybody else is doing, do the same damn thing. Hire their people away, copy their stuff. Just do the same thing. That almost always works.

The only time that doesn't work is if you are trying to do something truly new. What I spend the rest of the book is for those people who don't want that one bullet point checklist, because let me tell you, Matt. When you are doing something that is different from what has been done before, it feels so weird and a different set of rules apply. The rules that you're used to using, the ones that serve you every day as a human and as a person who's working, or as a friend, as a family member, all the stuff that we do has this base note of copying.

We are so comfortable copying. We are so good at it. We are literally genetically programmed to do it. That when you stop doing it, you are going to feel strange. I wanted to write a book for those people who have the ability to do something new. I mean, really new, and just feel weird, because they are going to feel weird. I always feel weird doing it, but I figured maybe if I find some examples and give some principles and tell some funny stories, because believe me, when you do stuff that has not been done before, failure is your friend and failure is funny. Failure is the basis of all comedy.

Look at any great comedic persona. You know what they're talking about? The time it didn't work. When it works, that's boring. Boy, sometimes I give speeches and I always give my audience this choice. I say, “Would you rather have me tell you the story about how Jack Dorsey and I finally after a year and a half of trying, convinced MasterCard to change their rules on card-present aggregation,” which was the single most important decision that allowed Square to exist. I mean, if MasterCard had not done that, I wouldn't have a company right now, there would be millions of merchants who couldn't process credit cards.

That was the single make or break decision. That was probably the single biggest business triumph in my life and a great success. It's an interesting story. I can tell you that story, or I can tell you the story about the time I failed to notice that one of my blind dates had an Adam's apple. Which story do you want to hear, right? Failure is this funny companion. In the book, I talk a lot about failure, talk about how people throughout history have dealt with it and I try to keep it funny.

[0:14:39.8] MB: Yeah, that's a great point about how failure is the foundation of comedy. The overarching point you're making around not having a map, not having a checklist. If you're going to truly innovate, if you're going to solve as you call it and I wanted to get to this more as well, a perfect problem. The quote that really jumped out at me from one of the early parts of the book was this quote that “Maps are for tourists, not explorers.”

[0:15:06.0] JM: Yeah. I mean, we tend to confuse words in the English language and I think we tend to inflate words. Like, “I'm going to explore Lake Tahoe this weekend. No, I'm not. You know what I'm going to do? I'm going to go to Lake Tahoe this week, okay.” Tahoe has been explored. Tahoe is in Google Maps. It's right there. People have been there.

There may be some rain forests in some country that I couldn't find on a map that needs exploring. There's certainly parts of the ocean floor that I need exploring, but most of what we do as travelers is be tourists. I live in the city where probably one of the greatest explorations of all times began. Lewis and Clark started in St. Louis, Missouri to map the western part of the United States. They did not have a map when they started, okay. They had a river and a compass. A bunch of guys, many of whom were going to die, okay. That's what it's like exploring. You don't get a map. If you're an explorer, it's a different type of traveling, okay. As you go further into the wilderness, you're drawing the map as you go.

[0:16:26.2] MB: I thought that was just such a powerful image and analogy. It really gets to your definition of entrepreneur and entrepreneurship, which is quite distinct and comes back to what you said a moment ago about how words today have had their meanings diluted.

[0:16:44.3] JM: Yes. I needed a word to describe something other than business, a business person, somebody who's a business person. What's a business person? What do you call somebody who doesn't copy in the world of business? Most of the time, you call them a failure, right? Most of the time if you don't copy what works, you end up dead. There is a small group of people who don't copy and survive. Those people, I didn't have a word for.

I started looking at my history. It turns out that the original use of the word ‘entrepreneur’ was that meaning. The entrepreneur of 150 years ago when Joseph Schumpeter, whose an economist that basically gave us that word entrepreneur, he started using that word. The reason he started using that word was to describe this weird behavior. It was not business as usual, because business as usual is very rigid. It is slight refinement. It is replication. It's smart. By the way, I'm not knocking people who intelligently copy what's been done before. That is a good formula for getting rich. That is a good formula for success.

What if you don't do that and what do we call that person? It turns out that the original definition of entrepreneur was somebody who did crazy things. I looked at the word ‘entrepreneur’ in its current usage and I was like, “Oh, my God. Everybody at my world uses business person and entrepreneur interchangeably.” I've got a friend. He started a coffee shop, okay and he says, “I'm a coffee entrepreneur.” By today's definition, he's absolutely right. He started a coffee chain. You know how many other people have started coffee shops? More than 10, okay. More than 10 people, more than a 100, probably more than a thousand.

He's doing something and he is starting a business, but he's starting a business that is known and he can order his cups and the La Marzocco coffee steamer machine. I don't know that much. I'm not a coffee person. Believe me, there's almost a checklist for what he is doing. I needed to use the word ‘entrepreneur’, but I needed to use it in its archaic definition.

Throughout the book, I use the word entrepreneur, but I spend a paragraph and a half basically saying, look, when you read this word, I don't want you to think business. I want you to think crazy. Okay, I want you to think somebody that people are pointing to and laughing at and ridiculing and going, “What the hell were they thinking getting people to ride in strangers’ cars?” I remember when Uber was starting. Uber and Square started at the same time and they're our roommates and we were in the same building in California and we bumped into them, a bunch in New York.

I mean, they were one of our classmates, right? People don't remember what it was like in the early days of Uber, because these days everybody takes Uber and they take Lyft. You're totally comfortable getting in the car with a stranger. When I was a kid, they would tell us at home and in school, “Never get into a stranger's car.” That's what they teach you from the time you can walk, “Don't get in the car with a stranger.” If you did, you were a hitchhiker, right? You were a hitchhiker at your peril.

We first saw Uber and Lyft coming on the scene and a company called Sidecar, which nobody remembers Sidecar, but these guys were radical because their idea was well, you can get in the car with anybody. They were like, “No, you can't. That's hitchhiking.” We thought they were crazy. That's what I want the word ‘entrepreneur’, at least for the purposes of our conversation and the book that I wrote to be used in that, because I need a way to label that person. Because that person who's doing those crazy things has a totally different set of rules that apply, and learning those rules and sharing those rules is what I wanted to do.

[0:21:00.3] MB: I thought it was a great perspective. Using the word, subbing in the word ‘crazy’ instead of the word ‘entrepreneur’ helps to break apart the rigid and modern definition of it and really open up the perspective of realizing that the innovation you're talking about is really more somebody who's way on the fringe, who's pushing the limits, who's doing something that you don't – by definition, don't even know if it's possible to solve this problem.

[0:21:24.6] JM: Yeah, yeah. That's part of the thrill and it's part of the terror. Thrill and terror are really close. Thrill is just terror that's been constrained a little bit. It's been contained. Terror is when it breaks out of its container and just trashes your brain. Yes, I use the word ‘crazy’, partially because we haven’t denatured the word ‘crazy’, okay. The word ‘entrepreneur’ has been so recycled by industry and by well, frankly, the publishers of the world, of the podcasts of the world and the people of the world who are selling products to people who want to be entrepreneurs or want to be business people.

It's like saying, “I don't want to be a tourist. I want to go on an adventure. Well, really. Do I? Because I'm traveling with my family this week and I don't want to die, or have one of my kids eaten by some creature. I probably don't want an adventure. I want to do something cool and I'd like to think of myself as an adventurer, but you know what in the end of the day, I'm probably going to sleep someplace that's got a pillow.”

Even though we've worn out the word ‘entrepreneur’, the word ‘crazy’ still has this negative connotation. Now some people are like, “I like being crazy.” I mean, if you're talking about the word ‘crazy’, it's not always a compliment, right? I like this idea that we still have this word that has a little edge to it and a little bit of the being ostracized, that little idea of being kicked out. “You're not part of this club. You're not behaving like the rest of us, so you know what? You're not welcome here. You're crazy.”

We venerate these people in hindsight. When they succeed we say, “Oh, hey. Great idea. We were with you all along.” You know what? They weren’t. They show up when the exploration, when the adventure is over.

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[0:25:18.6] MB: That makes me come back to the other side of the coin, or the other piece of this equation which is to be an entrepreneur, you have to be solving a problem that hasn't been solved, something that's on the frontier and as you call it, a perfect problem. Tell me a little bit more about what that is and how to discover one.

[0:25:38.9] JM: Okay. I talk in the book about my concept of the perfect problem. The perfect problem, it was just a thought experiment that I did. I said, okay, imagine every problem in the world, okay. There are lots of problems. I love problems, because problems are easy to see. If you say, “Here's an opportunity. I can't tell you if it's an opportunity or not.” If you say, “Jim, this is a problem.” I will say, “Oh, yes. That's a problem. Oh, no. It is.”

Problems are these beautiful, discrete things. Problems have this beautiful characteristic of being visible. Then I said, “Okay, let's consider all the problems in the world, okay.” Many of those problems have already been solved, okay. For instance, I'm going on vacation this weekend. I'm going to go to Lake Tahoe. A problem I am expecting to have in Lake Tahoe is I'm going to need food, okay. I expect that somebody in the Greater Tahoe area has solved the problem of feeding me and my family. I just assumed that's a solved problem. Haven't been there, okay. Can't prove it. Well, I guess I could probably prove it if I could go online. I'm pretty darn sure that that is a solved problem.

Imagine every problem in the world that's already been solved doesn't count, because if you want to solve one of those problems, all you got to do is find somebody who solved it and copy what they did. Those are copyable solutions, so let's eliminate those. Now, say those problems are on the left side, because I’m a visual person. Those are on the left side of the screen. Okay, now over on the right side of the screen we're going to throw every problem that is currently unsolvable. “I'm sorry, we do not know how to fix that. We do not know how to cure that cancer. We do not know how to make that car levitate. We do not know how to clean up politics.” They’re the unsolved problems, okay.

Then if you eliminate the problems that are unsolvable, they just – we don't have the tools yet to solve them. What you're left with in the middle are what I call the perfect problems. These are problems that are solvable problems, but their solution cannot be copied. In other words, this is something that you, or your team, or some other group of dedicated, hard-working people could solve if they tried. They can't solve it by copying somebody else's solution, but by God, if they try hard enough, those are solvable problems. That's what I focus on.

I look for these things called perfect problems. The perfect problem to me is something first of all, that you care about. To me, a perfect problem has this other criterion which is that you care deeply about it. Because if you're doing something that is entrepreneurial and entrepreneurial in the traditional sense of the world, i.e. you're doing something crazy, you are going to be very lonely and you're going to receive a lot of negative feedback and a lot of teasing and ridicule and basically, just people will ignore you. It's lonely and terrible.

You're going to need to sustain your energy through that period. Where does that energy come from? The answer that I found motivates most entrepreneurs is they care deeply about a problem and then they don't want to die, okay. Caring deeply about a problem is when Lewis and Clark say, “Okay, we are going to head west into this unknown territory. We don't know how big it is, we don't know how long it's going to take us. We're heading west, okay.”

Once you start on the path, then motivation is really simple. Don't die. What the hell is that? Oh, my God. It looks like a bear, but it's five times bigger than any bear we've ever seen. It's a grizzly bear. You've never seen a grizzly bear before, congratulations, here's a grizzly bear. You've got a new problem. You don't have any motivational issues, right? Run, shoot. I don't know. Outrun the other guy. Scale a tree. I don't know how you get away from the grizzly bear, but believe me, when Lewis and Clark first saw the grizzly bear, they didn't sit there and say, “Oh, let's have a motivational moment here.” They were like, “Run.”

You get this wonderful energy from a perfect problem that allows you to begin a journey. Then from there on, baby it's survival instinct. You just don't want to die. You refuse to give up and let the bear win.

[0:30:10.0] MB: That's a great analogy and reminds me of something you said in a speech a couple of years ago around the difference between being bold and humbly persevering, or humbly preserving.

[0:30:21.2] JM: Yeah. Here's the thing about being bold. I have never been bold. I may have been crazy, but I am not a bold person. I'm not a guy who does stuff that's risky. For instance, I fly planes. I'm a pilot and I have occasionally flown into situations where I was terrified, okay. If you're in a tiny little plane, 1 inch in, I mean, like crummy old plane from the 1960s, okay. It's a Mooney M20C. Great little plane. Really solid. Built during the space race. I mean, it's old, it’s clunky. It's not a good plane to fly into a storm with, okay. You're an idiot if you fly into a storm. You're an idiot if you fly near a storm.

One day I was an idiot. I got almost caught in a storm and I was terrified. I mean, just terrified. It turns out that I've done enough stuff in my life where I have been terrified, that I'm actually able to function even though I'm terrified. I was able to fly the plane not because I'm a bold pilot, but because I'm actually good at being a terrified pilot. If you scare the crap out of me and then say, “Here, Jim. Land this. Watch your airspeed, watch your altitude. Talk to the controllers. Get the plane on the ground safely. Get out of the situation. Even though my hands are sweating and I am probably as scared as I've ever been, I can still function.

I hear a lot of people give advice, sometimes from stage. I sometimes hear entrepreneurs, or people who have been very successful give advice to audiences and they tend to spin it a little differently. They tend to tell these hero stories about how they were so bold and how they were so brave and how when everyone turned against them, they didn't care. Well, I mean, I care, okay. I don't like that stuff.

What I've been able to do and recommend as a solution for those of us who are not bold is don't worry about being fearless. Don't worry about boldness. Don't worry about overcoming your fear. I would say the trick is to just begin, okay. Begin the journey. Understand that you will take that first step and the second step and the 27th step. At some point, you will be on the path. Once you're on the path, then the only question is will you keep going? When do you quit? At what point do you run out of energy, or resources? When do you give up?

If you don't quit, even though you're scared, you don't need to be bold. Boldness, done in or into it. You can be terrified. As long as you can function in a state of terror, that's fine. I tell this story often when I'm asked to give a speech about a time I was terrified and had to keep going. I guess, you saw one of those speeches. That's to me the essence of what the rest of us need in order to solve problems, because look, let me tell you this. This is the reason I love your podcast, okay. The people who listened to this podcast are interested in bettering themselves, they're interested in building new things, they're interested in somehow moving the world forward.

Now they may be interested in just moving their careers forward of copying and you get no judgment from me on that. That's cool. That works. By the way, you're smarter than those of us who are probably going to do stuff that might not work, okay? Now let me address that second group, the people who are going to do stuff that might not work. Because if you're in that group, you're going to feel really scared alone. I wanted to reach out to that group and say, “Look, a lot of the advice you hear is crap, okay? Because what about the person who has the ability to solve a perfect problem? They know what they want to do. They want to do it. They're going to go up against incredible odds and they're afraid.”

They say to themselves, “Oh, I'm probably not qualified to do this, because I'm afraid. I know when I'm afraid, I'm afraid for a good reason. I'm not going to get into a car with a stranger, or I'm not going to do this thing.” I'm telling you, that's a load of crap. You've been told your whole lives to be afraid for a very good reason. That fear saved your life hundreds of times growing up and it saves your life probably several times a year just as a sentient adult. Sometimes that fear stops you. The time to be afraid is when there is a known problem.

If it's an unknown problem, your fear is still there, but it is now irrational because how do you know? Nobody's been there. By the way in business, nobody kills you. Well, like in most businesses. Any business I get into – I almost got in a business that would kill me. I was in a roofing business for a while. That almost killed one of my guys. We fell through a roof, 20 feet through a roof. Bam!

I got out of that business, because like, “Oh, I don't want to do business that actually could literally kill me.” Square could have failed, but Jack and I would have still – we'd still be alive now. A lot of the stuff that I do, failure means well, the company loses a bunch of money and you've wasted a bunch of time. Usually doesn't mean accurate death, but again, your brain is not good at differentiating death fear from just lose your money fear, so I've tried to address that.

[0:35:59.9] MB: That's such a great point. The fact that the way that our brains evolved means that we can't really distinguish between existential mortal threats and business threats. It's such a great piece of advice to really start to get comfortable with discomfort and get comfortable being afraid when you're facing a tough business challenge, because not only are the stakes not as low as your brain often makes them feel like they are, but the reality is and this to me is one of the most important things that you've said in this whole conversation is this idea that there's a huge difference between boldness, or even what boldness looks like from the outside and with being comfortable with being uncomfortable.

[0:36:41.1] JM: Yeah. Yeah. Look, remember, a lot of people who preach how bold they are, I know some of these people, okay. I knew them before they were bold, okay, or at least I don't remember them being that way. There was a little bit of inflation. Once you're successful and they hand you the microphone, it's easy to be bold. Yeah, being comfortable with discomfort, that sounds like such a contradiction.

I think of Harry Houdini, one of the greatest escape artists in the history of the world; one of the greatest magicians. Fantastic guy. Used to lock himself up, have other people lock him up and then he would – he had this all these ways of picking locks and he was really good at getting out of locks. He would sometimes have them chained him up and chain him in a box and then throw the box in a river. Rivers are like 60-degree water sometimes, so he would have to deal with not only picking a lock underwater in the dark holding his breath, but he would have to do so in the cold, right?

Houdini as just a regular practice, every day took a cold shower. Have you ever taken cold shower, the first 10 times you do it, it sucks. If you do it every day, at some point you get used to it. You just go, “Oh. Well, now I'm going to take a shower.” The fact that the water is 50 degrees, doesn't freak you out anymore. Most of us never get to that point, because most of us live in civilized dwellings.

Houdini used his cold shower to become comfortable with a discomfort that he knew he was going to fix. Being thrown on the river, all of a sudden he doesn't have to deal with the fact that his body's cold, because he's like, “Oh, yeah. Just like in my morning. It's every day.” It's actually familiar to him. One of the things that I recommend and Matt, at the beginning I guess you asked me for some suggestions for your audience. I think okay, I really can't give you any specific advice on entrepreneurship, because by my definition, entrepreneurship is something that hasn't been done before, so I have nothing to offer you, like zero. I'm sorry. Nothing.

What I can tell you and this has been really effective for me personally is occasionally, do something that makes you really uncomfortable. Go talk to a stranger, or give a public speech, or dress in a way that nobody else is dressing, or go someplace that you don't like, or eat some weird food, travel, or hang out with your enemy, okay. I wish Washington would do this a little bit more. Why don't they have Republican and Democrat mixers anymore? I mean, just open up a bottle of gin and see if we could solve some problems.

I really believe that a person can get used to the feeling of discomfort and then the feeling of being able to still function when in that state. Believe me, if you're going to be an entrepreneur, you will be uncomfortable. Your physiology, your brain, the way you are evolved is going to tell you something is wrong. You need to have enough familiarity with that feeling to go, “Oh, well. That's just me being terrified. Oh, that's just me feeling really uncomfortable. Or oh, that's just my need for positive reinforcement.” You can get over that stuff.

Now I'm not saying being a total jerk, okay. I'm not saying going around and just making a public nuisance of yourself, but up to a point, yeah, sure. Do something that you're not going to just get heaps of praise for, because believe me, if you're one of these people and I'm one, okay. If you’re one of these people that craves praise, that lives for the, “Oh, that's a great job. We love it.” You're going to feel so weird when you actually start doing something that is new, because you're not going to get any praise. It just doesn't come. Nobody knows how to praise something that hasn't been done before. We lack the vocabulary.

[0:40:42.1] MB: I want to come back to the broader question, or problem around innovation. The name of the book is The Innovation Stack. Tell me a little bit about what is an innovation stack and how do you think about as somebody who's innovated and built incredible companies and organizations across a huge array of verticals and areas, how do you think about what innovation is and what is an innovation stack?

[0:41:08.4] JM: To me, the idea of the innovation stack is a series of independent and interdependent solutions to new problems. What I realized when I started doing my research was that this cascade of solutions was in itself, this massively powerful business tool. I discovered it by accident. What happened in our case was Square got attacked by Amazon. Amazon is the scariest company on the planet, as far as I'm concerned.

If you want to name a company that's going to attack you, it better not be Amazon. Amazon is the deadliest. I know Google's terrifying and Facebook can scare you if you’re a tech, but nobody has worked with Amazon, at least for us. Amazon did to us what they did to many other companies, and that is they copied our product, undercut our price by 30%, they are offered a bunch of features that we didn't have and then they said, “Okay, we're now going to take over your market.”

By the way, this works for Amazon in so many areas, okay. They are the kings of taking over other people's markets, to that formula that I just gave you. Oh, there. There's a second checklist, okay. If you happen to be Amazon, you now have – well, they already do that, but maybe somebody from Baidu's list, they can do the same; undercut the competitor by 30%, copy their product and watch them die, okay. Beautiful. There is another checklist for you.

They did this to us and we didn't die. As a matter of fact, we survived and eventually, Amazon retreated. When I saw this happen I was like “Why? How did we win? What happened?” That's actually the research that started this book, because I couldn't figure out why we won. I knew what we've done, but I didn't know why it worked. I started looking for other examples and looking and looking, looking. It took me three years to find a pattern. Then once I saw the pattern, I was like, “Oh, my God. The pattern is everywhere. It's so pervasive that it in fact exists at the beginning of almost any significant industry.”

What that is is a stack of innovations, a series of interrelated discoveries and new applications for old discoveries. For instance, the easy one is the Wright brothers and the airplane, right? When you think about the Wright brothers and you think about their airfoil designs, okay. The fact that they had a wind tunnel and could test their designs. A lot of history of the Wright brothers talks about how important that was. If you think about the airplane itself, there were so many things that they had to figure out and they do.

They had to figure out how to make lightweight structures. Well, they could copy some of that for gliders, but gliders behave differently because gliders didn't have to have engines, so they had to have an engine, but the engine had to be light enough to turn a propeller. What's a propeller? Because nobody have built a propeller before? They had to develop a propeller. Then once they got in the air, well they had to figure out how to steer and nobody knew how to steer, because nobody had been in the air before, so they had to figure out how to maneuver. Then well, they had to figure out how to land, because eventually, the plane had to come landing. Well, nobody figured how to land because nobody figured how to fly. You don't learn how to land until you first figured out how to fly. They had all this stuff at the same time.

What they ended up doing was not one or two things differently, but they did 15 or 20. That to me is what an innovation stack is. It's this inner-locking, interdependent solutions to problems. The way these evolved is so interesting. I look in the book at innovation stacks throughout history and starting a 100 years ago and then working up to present day, how these things tend to evolve in different parts of the world, at different points in history, in different industries, but they all follow these patterns. That's what we discussed. We talk about the patterns.

The hope is that somebody who is building a solution to a new problem, or to an unsolved problem, to a perfect problem is most likely not going to find one solution.

What they will do is they will start with one thing and they'll fix that. Then the solution to that problem will probably cause other problems, okay. Take the Wright brothers. Well, they need to make the plane move, so how are you going to do that? Well, how about our propeller? Okay, but, well now you got to turn the propeller so you got two sources of power, you either got the human, you can make him pump a bicycle pedal, I mean, and the Wrights were – they owned a bicycle shop, so they thought, “Well, human power works. Works for bicycles.”

If human power isn't enough, well, you have an engine. Well, now we got to make an engine. Okay, so they got an engine, problem with the engine is it weighs 50 pounds, so now your whole aircraft has to support 50 pounds of engine, so now your light little glider just turned into a much heavier structure and now your wing spars have to be heavier and all your control surfaces have to be stronger. Solving one problem causes other problems.

What happens in the course of solving these new problems issue end up in one of two places, you either end up dead, because you fail to solve some problem at some point. If the Wrights have not been able to strengthen the frame of the airplane to the point where it would support the engine, well the plane would not have flown. It would have broken in half, but they solved that. Then the other option is you end up solving all your problems and eventually, come up with this stack of interlocking innovation. That is what I call an innovation stack.

[0:46:53.3] MB: All right. Correct me if this is a mischaracterization, but the idea is that when you start to solve a really unique difficult, as you would call it a perfect problem, you initially come across one innovation that then unlocks another problem or challenge and then you create another innovation to solve that. Eventually, these stack together in a way that you've built a backbone, or some competitive differentiated structure, as you called an innovation stack, that then helps that business even stave off or defeat some brutal competition; in the case of Square, Amazon coming in and trying to destroy the company.

[0:47:30.1] JM: Oh, yeah. In every case where I studied one of these companies that had evolved in innovation stack, these companies were viciously attacked. I mean, what happened to Square, we were just attacked by Amazon, okay. That was not nearly as bad as what happened to some of the other companies that I studied. We weren't banished from our home country, okay. We weren't kicked out of the United States. That happened to one guy. We weren't attacked by the federal government, that happened to another guy. There are worse things than being attacked by Amazon and I Chronicle a lot of that.

The durability of the innovation stack is amazing. It's not just one thing leads to another, but it's this gnarly mess of interrelated defects, so that for instance if you make one change to one thing and that changes let's say, the way your customer has to use your product, well now you've changed how the customer interacts with your product and you may have changed the way the product is delivered, which may change something else. All of these things eventually interrelate.

[0:48:38.0] MB: There's some great examples. I know we're running out of time, but there's some really good examples in the book of how these innovations all stack together and build on one another from the cheap hardware component of Square and how that enabled you to have lower acquisition costs and lower barriers to onboarding, to Southwest and the standardization of their fleet and all of the synergies that came out of that. So many interesting insights from this business model, this perspective. It's a great way to approach solving any difficult problem.

[0:49:06.7] JM: Yeah. I think it's a good framework to have. I've got two young kids and the first thing about being a parent is your kids never listen to you. I thought, “Well, my kids are never going to listen to my advice. Maybe if I get hit by a bus or something happens to me and I wanted to pass one or two messages into the future to my children, this would be what I'd want to pass.” I'd like to have my children feel that they are powerful enough to do things that have not been done before. I wanted to pass that onto everybody, not just my kids. When I was writing it, I had this idea that somehow something had happened to me and these were the only words that I could leave behind.

That's a tough lesson to pass on. What I wanted to do was make it as funny as possible to read and then to confess that yeah. I mean, I've had a lot of stuff go right and hopefully, some more stuff in the future will go right. Boy, the real skill that I want to get people comfortable with is when things go wrong and how do you handle that and what do you do and what have people before in history done and how do they feel about it.

[0:50:23.1] MB: To bring this all the way back and you shared some great strategies throughout this conversation, but for listeners who want to concretely implement one thing that we've talked about today, what would be one piece of homework, or one action item that you would give them to start taking action in some way?

[0:50:41.3] JM: I don't think I've discussed this in the book. I honestly don't know. I don't know if this is in the book or not. It was there for a while and then I think I cut it out. I have this idea of personal energy score. I always think of things that I do, either increasing or decreasing my energy. For instance, get a good night's, sleep increase your energy, eat well, increase your energy, get some rest, hang out with people that make me laugh, increase energy. Go to long meetings, decrease energy, get a subpoena, decrease energy, be in a room that's too cold, decrease energy. I'm constantly looking at my day and my week and I guess, more than that as things that either add to my energy supply or decrease my energy supply.

By the way, if this is not in the book, I promise on JimMcKelvey.com, I will put this essay, because I know I've written about it. It's a great trick. Matt, you want to trick. Here's a trick; personal energy score. Manage your energy. The idea here is that you want to do things that increase your score and consciously catalog them. For instance, I have terrible taste in music. As a matter of fact, my taste in music is so apparently bad that I don't even tell people what I listen to. As a matter of fact, I'm embarrassed by it. I jealously hide my Spotify playlist sometimes. The songs I listen to psych me up. I will often listen to that if I'm going into anything. The idea is I just get a little more energy from. I get a little boost.

The real question of when does an entrepreneur fail, to me is when does the entrepreneur quit? It's the same question. Because I don't think of failure as this thing of oh, the product doesn't work. Dude, the product is never going to work, okay. If you're an engineer and I was trained as an engineer, you never get to work on a product that functions, right? If it functions, you hand it over to the marketing department. You're done as an engineer, okay. Me, my life, my career, I never get to work on stuff the functions, because if it functioned, I wouldn't be working on it.

What do you do in the case of a day when you have to constantly confront failure? The answer is you have to have enough energy to keep going. That energy comes from somewhere. The interesting trick is that sometimes, the cereal that I eat for breakfast, or the TV show that I watch the night before, or a conversation that I had with my wife a week ago is the thing that makes or breaks my performance on the job.

If I have this family problem and I'm worried about one of the kids, or I'm stressed out about the fact that my car doesn't start or something, there's a cost to that. I don't think of it as affecting my work performance, but it really does, because I come to the office with a little bit less energy and a little less resilience. Then some giant problem shows up and I'm depleted. I can't solve it. That problem just knocks me on my ass. I like this idea of a personal energy score, because it forces me to actively think about the things that I do that allow me to do the things that I do.

[0:54:07.2] MB: Jim, where can listeners find the book, find you and your work online?

[0:54:11.9] JM: I put up a website, JimMcKelvey.com. I apologize to everybody, I'm not on social media. Actually, one of the ways I manage my personal energy, getting back to personal energy, is I don't use social media. I don't use Facebook. I don't use Twitter. I don't use Instagram. I have a LinkedIn account. I don't use it ever. I mean, it's there and maybe once or twice a year I'll check it. I may have to start doing it now that I've written the book, so that may change by the time we broadcast this.

Generally, you're not going to find me on social media. Why? Because I find it drains my energy. I find it stresses me out. I find it's one of those things that at the end of the day has taken energy from me, as opposed to giving energy to me. If you want to find me, JimMcKelvey.com. Then the book is published by Penguin and I'm sure will be for sale on Amazon. This is the great irony of starting a book, where your lead story is being attacked by Amazon. Because writing it, I was like, “Oh, man. These guys are going to have to sell my book.” 

I didn't hold back. I figured they're big enough. They're not going to care what one guy says. Actually, Amazon was really cool about the way they handled one Square one, because after Square beat them, they mailed everybody a little Square reader. Great end to that story.

[0:55:28.9] MB: Yeah. That's just one of many really fascinating and great stories throughout the book. By the way, big respect for not being on social media. I think that's such a great decision and one that people are continuing to migrate towards in many ways as we see how dangerous it can be for us.

Either way, Jim, I just wanted to say thank you so much for coming on the show and for sharing all this wisdom.

[0:55:51.0] JM: Oh, Matt. Man, I love what you do. Your listeners may not know that you and I actually met under totally different circumstances in a different organization that I'm also part of, FINTOP Capital. Our paths have crossed and I've got tremendous respect from you and what you do and also for your listeners, because the people who listen to these things are trying to better themselves, are trying to do new things and they're trying to come up with ideas and that's admirable. Go. That's fantastic.

[0:56:17.9] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.

March 19, 2020 /Lace Gilger
High Performance, Career Development
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The Power of Experiments: How To Drive Innovation and Opportunity During Times of Uncertainty with Stefan Thomke

March 12, 2020 by Lace Gilger in Decision Making, Focus & Productivity

In this episode we share the power of the experimental mindset. How can you use experiments to make better decisions and improve your life? What makes for good experiments? We share all this and more with our guest Stefan Thomke. 

Stefan Thomke is a professor at Harvard Business School. He has worked with global firms on product, process, and technology development, organizational design and change, and strategy. He is a widely published author with articles in leading journals and is also author of the new book, EXPERIMENTATION WORKS: The Surprising Power of Business Experiments and many more. He is the recipient of numerous awards, including awards from Harvard in innovative teaching and more!

  • Innovation is about dealing with uncertainty. 

  • Business is fundamentally about making decisions under conditions of uncertainty. 

  • The good news is that uncertainty creates opportunity. 

  • When we’re dealing with uncertainty we usually rely on experience and intuition. 

  • When your analyzing a lot of things in your business you often see a lot of correlation, but not a lot of actual causation 

  • What is innovation? 

    • Novelty + Value

  • You can innovate across the whole spectrum of your business

    • Products, services, customer experience, technology, process, business model innovations

  • Most people think that innovation needs to be breakthrough, disruptive, huge innovation - but most innovation is incremental and often incremental innovation can create a huge impact over time 

  • Small changes can have a massive impact on performance 

  • A big change is usually the result of the sum of many small changes

  • Even successful business people have about a 10% success rate when they conduct their experiments. You’re much more likely to get it wrong than to get it right. 

  • It’s desirable to have a fairly low success rate in your experiments, if you’re not succeeding enough you’re not pushing innovation enough. 

  • There’s a difference between a mistake and failure. Mistakes are failures to execute operationally. Failures however are different, they are at the heart of how innovation works. 

  • Failure is a result from a question and testing a hypothesis. 

  • What is an experiment? (Especially in the context of your business)

    • A perfect experiment the tester will separate an independent variable (The presumed caused) and then the dependent variable (the observed effect) while holding everything else constant. 

    • The key is to only change ONE thing and then see what the result is. 

    • This is hard to do in business. 

    • The best solution to account for 

  • The constant change in business is to randomize the changes over a big enough data set and randomly assign subjects to an A/B test. 

    • Randomization helps equalize the distribution of all causes except for the cause being tested.

  • An observational study is an experiment without any controls. 

  • How do you build an experimentation capability in your business?

    • You need an infrastructure.

    • You need the tools. 

    • Even in a brick and mortar environment there are tools you can use. 

    • There are lots of third party tools that are available now for running experiments. 

    • The tools are the easiest part. The harder part is to develop a culture of experimentation. 

    • What’s the right organizational design? 

  • You need to create a culture and norms that make experimentation a part of your culture and your business. 

  • Cultural pillars of experimentation

    • Curiosity.

      • You need a curious environment. You need a lot of hypotheses to test. 

    • Data trumps opinion (most of the time). 

      • This is really difficult. We happily accept results that are supported by our intuition, but we have a hard time accepting results that go against our intuition. 

    • Democratize experimentation. 

      • Empower people to run experiments without getting permission every single time. 

    • Ethics

    • Embrace a different leadership model

  • What are the leadership changes necessary to embrace experimentation in your business?

    • Leaders need to acknowledge that they are sometimes part 

  • “HIPPO’s” can be very dangerous 

    • Highest Paid Person’s Opinion

  • The leader has to set a GRAND CHALLENGE that can be broken into TESTABLE HYPOTHESIS that aim towards the goal

  • How do you scale this methodology down to smaller businesses?

    • Adopt A/B Testing

    • Leverage the tools available, they can be very inexpensive

  • How do you overcome low sample size? 

    • Bigger changes need smaller sample sizes. 

    • Small changes need bigger sample sizes. 

  • What do you use experiments for at a smaller organization?

    • Small Optimizations?

    • You can also run exploration experiments where you explore a direction - you may not have causality, but you can get a sense of direction and then pursue smaller experiments that get more towards causality

  • Experimentation is the engine of innovation. 

  • Homework: Acknowledge that experimentation matters. Then adopt a disciplined framework and start thinking about the basics of experiment design. Just get started, don’t worry too much about scale at the beginning.

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Stefan’s Website

  • Stefan’s Wiki Page

  • Stefan’s LinkedIn

Media

  • ResearchGate - Stefan Thomke Profile

  • Muck Rack - Stefan Thomke Profile and Article directory

  • Business Insider - “A Harvard Business School professor on how companies like Google and Amazon use experimentation to innovate, grow, and improve” by Stefan H. Thomke

  • Optimizely - “The Surprising Power of Online Experiments” by Stefan Thomke

  • Wharton University of Pennsylvania - “Case Study: The Ferrari Way” by Stefan Thomke

  • Appian - “When Shift Happens: Stoking Innovation When Experience Is not Enough, Part 1 of 2” by Roland Alston

  • MITSloan - “The Magic That Makes Customer Experiences Stick” by Stefan Thomke

  • Google Scholar - Stefan Thomke Citations

  • HBR - “At Booking.com, Innovation Means Constant Failure” with Stefan Thomke and Brian Kenny

  • HBR - Author and topic tags for Stefan Thomke

  • Forbes - “Cheap And Painless Innovation, Now Possible Through Online Experiments” by Joe McKendrick

  • Medium - “Harvard professor Thomke on Why Business Experimentation Matters” by Arjan Haring

  • Speaker Profile - Cutter Consortium - Stefan Thomke

  • Business Standard - Stefan Thomke articles

  • [Podcast] The Remarkable Leadership Podcast - Business Experimentation and Innovation with Stefan Thomke – #201

  • [Podcast] HBR Ideacast - How to Set Up — and Learn — from Experiments

  • [Podcast] The Ivy Podcast - Stefan Thomke - Harvard Business School Professor and Chair of Executive 

  • [Podcast] This is Product Management - Developing an Experimentation Organization is Product Management

Videos

  • Vimeo - Business Experimentation by Stefan Thomke

  • Harvard Business School Executive Education - General Management Program: Learning to Innovate

    • Product Innovation: The Challenge of Execution

  • Digital University - Interview with prof. Stefan Thomke - Digital University

    • Digital University - Professor Stefan H. Thomke, Harvard Business School - Session 1

    • Digital University - Professor Stefan H. Thomke, Harvard Business School - Session 2

    • Digital University - Professor Stefan H. Thomke, Harvard Business School - Session 3

  • Optimizely - Optimizely Partner Story: HBS Professor Stefan Thomke on Experimentation

Books

  • Experimentation Works: The Surprising Power of Business Experiments  by Stefan H. Thomke

  • Experimentation Matters: Unlocking the Potential of New Technologies for Innovation  by Stefan H. Thomke

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than five million downloads and listeners in over a hundred countries.

In this episode, we share the power of the experimental mindset. How can you use experiments to make better decisions and improve your life? What makes for a good experiment? We share all of this and much more with our guest, Stefan Thomke.

In our previous, episode we shared how to memorize a deck of cards in less than 60 seconds, how to remember anything and hacks from one of the world's leading memory experts; our previous guest, Nelson Dellis.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

Now, for our interview with Stefan.

[0:01:35.0] MB: Stefan Thomke is a professor at Harvard Business School. He has worked with global firms on product, process and technology development, organizational design and change and strategy. He is a widely published author with articles in leading journals and is also author of the new book Experimentation Works: The Surprising Power of Business Experiments. He is the recipient of numerous awards, including awards from Harvard and Innovation and much more. Stefan, welcome to the Science of Success.

[0:02:03.9] ST: Well, great to be here. Thanks, Matt.

[0:02:05.7] MB: Well, we're so excited to have you on the show today. There's so many insights. Experimentation has always been something that I thought is so important and I'm really excited to bring you on here and dig into it. I want to start out with something that a lot of business leaders and business people today, when they're making decisions, what are the current tools that they're using to inform those decisions and why might those not be necessarily the best approach?

[0:02:34.9] ST: Well, when you're thinking about decisions depending on what decision you make, there are various tools available. If you're making financial decisions for example, if you're calculating net present value and things like that. There's a whole arsenal of tools. The big issue and this is what my book is really about is innovation here, because innovation is fundamentally about uncertainty. This is really this about decision-making under uncertainty.

Usually in organizations, we're all about driving out uncertainty. In fact, a lot of the traditional tools are about eliminating, or minimizing uncertainty. In innovation, uncertainty actually creates opportunity. I always tell folks that in innovation, uncertainty is your friend, uncertainty and variability is your friend, because it creates opportunity for someone else to move into that space.

Now why is then uncertainty so difficult? Why is decision-making under uncertainty so difficult? Well, it helps to be a little bit more precise here about what uncertainty really means. When it comes to innovation, you face different kinds of uncertainties in a company every single day. First there is R&D uncertainty. That is when you're trying to create something new, does it and it could be a product, or service, or a customer experience, does it actually work as intended?

Then we have scale up uncertainty. Make something work, but can we scale it up? Can we make it at large volume, high-quality, reasonable cost and so forth. Then we have customer experience uncertainty. For a customer-facing, do we really know that the customers want what we are creating? Are they willing to pay for it? Lots of questions.

Then finally, there is what I call business uncertainty. If you're running a business, you need to make an investment decision. Again, the tools that we typically use for these kinds of things is net present value, internal rate of returns and these kinds of things. The reality of course is that when you're dealing with innovation and uncertainty, often you are the one who is actually creating the market. You're creating the segment. How do you put a net present value in something that doesn't exist yet?

How do we deal with this, Matt? Well, we rely on experience. Experience can really get in the way for us in a whole myriad of reasons. Then some of the listeners may say, “Well, but now we live in a world of big data and analytics and we can do – we can use all that to make decision-making better.” Here, we run into another set of problems. That is if something is really novel, by definition there is less data. Because if there was a lot of data around, that means someone has already done it before. It wouldn't be very novel. Then of call context matter; something that works in one context, doesn't work in another context.

Then third, I think and this is a big problem and I’m happy to maybe go more deeply into that. When you're running analysis in a lot of data, you get correlations. Correlations means that one variable changes along with another variable, they call vary. You don't really get information about causation. Of course, we're really interested in causation. We want to know that if I take an action, I want to have a certain outcome.

You can see where the challenges come in when you're traditional decision-making and of course, that's where the experiment comes in, because the experiment allows us to address some of these dilemmas and a well-designed controlled experiment will actually tell me something about causality.

[0:06:22.2] MB: Yeah, that's a great insight into what uncertainty is and how we start to think about making decisions under conditions of uncertainty. That topic especially has been one that we've really strived hard to answer on the podcast. I'm curious, coming back to innovation, before we even dig into experimentation which is a huge component of this. Tell me about innovation and what is the actual definition of innovation and what is the difference between that and things like invention and what people often perceive innovation being.

[0:06:55.9] ST: Well, when we think about innovation, we really think about two things; first element on this is of course, novelty. That's what usually comes to mind right away, but then there's also value. It's novelty, plus value. That makes it very different than the word ‘invention’. The word ‘invention’ is usually associated with patents. For those of you who have your name on a patent, know that there's no value requirement in a patent. Just has to be new and non-obvious and never published before.

Invention is an input to innovation, but it's not quite the same thing. In fact, I've seen companies that have lots of patents that created no value for anybody. Now the outputs of innovation could be many things; could be products, could be services, it could be new customer experiences. Then of course, it could be processes. I've seen companies that are really great at process innovation. Could be new technologies. This is perhaps one of the most difficult things to do for companies, it’s business model innovation. How do you create a new business model while you’re trying to make money with an existing business model?

Now when we think about innovation, we also think about different degrees. Often, Matt, when people talk about innovation, they often think about disruption, or breakthroughs and these kinds of things. Well, most innovation in the world is incremental. I think it's actually perfectly okay, because incremental innovation is more predictable. Incremental innovation is something that everybody can do. If I told all your listeners, “From tomorrow morning on, you're going to be a disruptive innovator,” most of us wouldn't know what to do. Like, “Do I come to work late? Do I dress differently? I mean, what do I actually do?”

Then of course, incremental innovation in the digital age is a little different than we traditionally think about incremental innovation. In the past, Matt, we associated incremental innovation with incremental changes in performance. In the digital world, that's no longer true. In fact, incremental small changes can have a massive impact on performance, because if you are a digital, you can scale things instantly and you can stale it to possibly hundreds of millions of people.

Even perhaps a 2% or 3% or 4% change, that's considered to be small, can actually have tens or even hundreds of millions of revenue impact. What is innovation? Well, it's all of this. It's all of this what I just described. To do it, you really need different models of approaching it.

[0:09:42.2] MB: That's a great point. You have a really good story about Bing and a very small change that they made there that led to a huge impact, because – I'd like to hear that, because it's so important to understand that almost the power of compound interest, these little changes can accrue and create huge results.

[0:10:02.3] ST: Absolutely, Matt. A big change is usually the result of the sum of many small changes. The Microsoft example, or the Bing example is a fascinating example. There's a Microsoft employee who was working on the search engine, of course. Had an idea about changing the way displayed ad headline. He thought by taking some of the subtext in the headline and moving it up and making the headline longer, that could actually have an impact on user engagement.

The employee showed this to a manager and the manager looked at it and wasn't really sure whether this would lead to anything. Because you can imagine that when you're adding more to a headline, maybe users will not read the headline because it's too long. Any case, the manager basically didn't pick up on that and this idea just lingered. It wasn't a complex idea. Would only take a few days to actually make the changes.

It lingered and then after six months or so, the engineer I think got a little impatient and decided just to go ahead with it, I assume without management permission and just launched this thing. Within hours, an alarm goes off. Now Bing, or Microsoft has lots of KPIs that they monitor automatically. When something unusually happens, there's a set of different kinds of alarms go off, this was an alarm called a too-good-to-be-true alarm. Something really strange happened when he launched this thing.

Immediately when the alarm goes off, an investigation begins. It's usually when you get a too-good-to-be-true alarm, there's some a coding error, except they couldn't find one. They run it again and the result replicates. Now what's even more amazing is that that change which by the way, again, it only took a few days of time led to an astonishing 12% of increased revenue. This was more than a 100 million dollars in just that one year alone and of course, more than a 100 million dollars in subsequent years.

Now what made the difference here? Well, the difference is the ability of an employee to actually launch the experiment and find out, because if the employee never launched the experiment, they would have never known. It's all about opportunity cost. It's an amazing story, where a small change led to a massive impact on revenue. In fact, turns out that people at Microsoft told me that this was in fact that biggest, most significant change or experiment that they ran in the history of Bing.

[0:12:47.3] MB: It's amazing. It reminds me of some of the research that has been done around creativity, which comes to a similar conclusion, which is that it's really, really hard especially in uncertain conditions for even the most experienced managers, or the people with a lot of previous success, or expertise to actually predict in the future what will succeed and what will fail. If you look at some of the creativity science, compositions from Beethoven and Bach and patents and all kinds of stuff, and even the most eminent creators really had very little ability to predict whether or not their next output would be a smashing success, or a total failure. That to me is very similar to what you're saying about business results and the importance of having a systematic approach to pursuing innovation.

[0:13:37.9] ST: That's absolutely right, Matt. I saw it in my research. In fact, I even got some data from companies on this. Turns out that and this was pretty consistent across different companies who are running a lot of these experiments. They all told me that they get it wrong about eight to nine out of 10 times. 80% to 90% of the times when they launch an experiment and they have a hypothesis, it turns out that when they observe the result that they get either a null result, or they get a negative result and that is that the effect is in the opposite direction of what they expected.

You can imagine now is – I mean, it's daunting, right? Is that you're running these experiments and you know ahead of time that you're much more likely to get it wrong, to get it right, and that is predicting what customers or consumers will do. It's just a normal way of doing things. When you're dealing with such “high-failure rates,” so what is the best approach to get this resolved? How do I adjudicate these kinds of things? Maybe the solution is and this is again what I'm advocating is just to run a lot of experiments.

That is if you're running say, a 1,000 experiments a year and you only get a 10% hit rate, you're still getting a 100 experiments that work and one of those experiments could be like the Bing experiment. You're also getting laser-precision, and that is you launch an experiment. Again, if it's well-designed, if it's controlled, it will actually tell you which actions cost what outcome. This is extremely powerful.

[0:15:25.7] MB: You touched on this a little bit, but to me it's really important to understand the success rate of experiments and the reality that even some of the top experiment-driven companies in the world, people like Amazon, etc., are still batting way less than 50%. Something like 10%, 20% success rate is a great success rate for running experiments in your business.

[0:15:52.0] ST: Absolutely. In fact, if the success rate were too high, I'd honestly be a little concerned, because maybe then they're not trying hard enough. Maybe they're being too conservative about what they're trying. Maybe they're already testing things that they already know. In fact, I think it's even desirable to have a fairly low success rate.

By the way, success is a loaded word in this context. Success and failure and what does failure mean? I know failure itself is not necessarily a positive word. I'm always very careful about what I mean by failure. I draw a distinction between what I call failure and a mistake. A mistake to me is something that creates absolutely no value. There's no learning going on. For example, operational execution. You’ll find the Amazon and I'm building yet another distribution center. That to me is an operational execution. There's really no question that I'm trying to answer here.

Of course, I want to minimize these kinds of things. I want to minimize mistakes. Failures are something different. Failures are at the heart of how the innovation process works. Usually, a failure is preceded by a question. When I've got a question or even a hypothesis and I'll run something and I get a failure, that then allows me to refine my hypothesis, or even refine my question and run another experiment and another experiment, another experiment. They all build on each other and there's learning going on each time it happens.

What you want to do is as an organization, you want to create an organization where failure is okay, failure is encouraged, but where mistakes are discouraged or minimized. That of course is very difficult. If you're operating at a large number of experiments and you're operating in an environment where in this case, failure 80% to 90% is just the way things do work every single day. It's normal.

I think whenever I run into people who operate in these kinds of environments, they're quite honestly don't think that much about these failures. It's just normal, because you see so many every single day.

[0:18:03.4] MB: That's a great point in understanding that distinction between a mistake and a failure is a critical piece of the mindset of experimentation. I want to come back to the broader concept of using experiments within business. Let's talk about and I'm curious to hear from you what are some of the best practices, the strategies, because it's easy to say, “Oh, yeah. I should be doing more experiments.” How do we actually start to really integrate those into our business? How do we really start to think about actually bringing experimentation into the workflow and the resource allocation and the processes of an organization?

[0:18:44.3] ST: That's a great question, Matt. I think may be helpful perhaps to take a step back and ask ourselves, first what is an experiment.

[0:18:51.4] MB: Yeah, that'd be great actually.

[0:18:53.4] ST: Yes, because usually when people speak about experiments in just a casual English language, I think they mean very different things. Often when I say I experiment, I mean, I'm trying something. Sometimes when I see in companies, an experiment becomes an experiment after the fact they've tried something and it didn't work and therefore, they won't call it an experiment. It wasn't really an experiment at the outset. There are different kinds of experiments that companies can run. When I talk about experiments, I mean, disciplined or rigorous experiments in the spirit of the scientific method.

Let me give you the pure definition first of what an ideal experiment is and of course, sometimes we have to relax some of these conditions, because sometimes the environments don't allow us to do these kinds of experiments. Here's what we're trying to accomplish in an experiment; in a perfect experiment, we have someone who's testing, a tester. In this perfect experiment, the tester will actually separate and what we call an independent variable, that is the pursuant cost, that is the thing that we're trying to change. For example, say a bonus that we want to give to the sales force.

From a dependent variable and the dependent variable for us is the observed effect. That for example, would be the revenue that that sales person generates, while holding all other potential cost is constant. That would be the ideal, right? You're only changing one thing and then you're observing some variable at the end and you don't have to worry about any of the other possible causes changing while I'm doing the experiment and affecting the experiment.

Now of course, that's an ideal experiment and maybe in a scientific laboratory, sometimes you can create these conditions where it can hold everything else constant. In a business, you can't really do that. There's a lot of things that are changing all the time. That's fine, because we can deal with that. The way we actually deal with a lot of things changing all the time is we randomize.

Going back to the example with the salesperson, what we want to do is the revenue that a salesperson generates could be affected by many things. It could be by maybe whether the person was sick on a particular day. It could be affected by the weather in certain environments. It could be affected by many, many different things of course, but we're only interested in one thing and that is the bonus that we're giving to that salesperson.

Again, the way we deal with this in experiments, we randomize, that is we take basically two groups or multiple groups, if there are multiple levels of experiments and then what we do is we basically randomly assign subjects, basically to these two conditions. One is basically no bonus and one is bonus. Now why do we randomize? The reason for randomization is really clever. That is we're taking all the other possible causes that could affect in a revenue of that salesperson and we equally distribute it across all the different salespeople that we’re testing them on.

By for example, flipping a coin, and so what we're doing is this way, we're doing is we're making sure that no particular sales person is biased in a particular way, which then would pollute the result. I think, Matt, maybe you're getting a sense of where I’m heading in. There's a lot of thought that needs to go into the design of these kinds of things to make sure that they work.

Now intuitively, the way people would often approach this, if you had this issue, the way they typically approach this – again, let's pick the salesperson problem again. What we would do is we would basically pick up here, say of a month and we're basically let the salesperson work for a month with no bonus. Then we do another period for a month where we actually approach the same problem again. We would basically take the salesperson and then give them a bonus. Then we compare the two periods. That would be the wrong way to do it, because it could be that during those two periods, there are a lot of other factors at work; the weather could be very different, the salesperson would feel very different. There are lots of different things going on. Maybe there are health issues. Lots of different things. We don't want to do that. We call that an observational studies, because there is no control.

The reason why we do it together at the same time, we run it at the same time, we split it essentially up in a condition where there is no bonus and the condition where there's a bonus is that we can then compare and contrast. We have a control that allows us really again to disentangle that one variable that we're interested in from all the other variables. That's just to get a sense of what a really good experiment looks like. There are many other variables that I talk about in the book that we ought to think through when we're actually designing the experiment. Some of them are may not be totally obvious, but if you don't do that the integrity of the results that come back may not be very good. Then the problem is and then you get a lot of noise and then you still don't know what decision to make, because of the high noise conditions. Yeah, hopefully that's helpful, Matt.

[0:24:21.2] MB: Yeah, that's really helpful and shines a lot of light on what needs to go into an experiment. I like the clarification of what differentiates an experiment from an observational study and those two distinctions as well.

[0:24:35.4] ST: By the way, Matt, there's a lot of research out there. There was actually a very famous paper written, a highly cited paper in the medical community where someone did a meta study. They actually compared medical studies where you would imagine the rigor is much, much higher than what we typically do in management. They actually compare observational studies with controlled studies. Turned out when they actually did the comparison, they found that most observational studies don't replicate. That is you can reproduce the result that you observed in that one observational studies.

It turns out that when you have control studies, they are more likely to be replicated than not. That tells you something about the importance of making that distinction. When you’re trying to run experiments, in which you try to identify cause and effect.

[0:25:27.3] MB: Very interesting.

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[0:27:33.0] MB: I want to come back to the second part that I asked you before we delved into this really necessary definition of what an experiment is. Coming back to this idea, how do you think about this strategies, the best practices, etc., for actually implementing experimentation in your business? Because that's one I've long thought that experimentation is really important, but often struggled with thinking about exactly how do we really make that a part of what we're actually executing from a day-to-day perspective in our business?

[0:28:05.1] ST: The question is really how do you build an experimentation capability in your business? Building a capability involves a number of different things. There are different factors and I'll just give you some examples without going through all of them. The book is quite detailed about these things.

First of all, of course you need an infrastructure and you need the tools. You don't want people to reinvent these tools every single time. Some of the leading companies while you're looking at an Amazon, or a booking, or Microsoft, or any of these company, Netflix, that do this at large scale in an online business, they all have a fairly advanced infrastructure. Even if you go brick-and-mortar, even in brick-and-mortar environments, there are tools available that you can use.

Now the good news is there are third-party tools, so you don't have to really build the same kinds of infrastructure that these companies had to build when they got started and the tools were not around. The tools are important. The tools turns out and this is often surprising. The tools may be the easier part, because you know what to do and if you put enough money into it and you hire enough people and all that.

I think the harder part is to build a culture for experimentation, to make sure that the behaviors and the norms and these kinds of things actually facilitate experiments, rather than inhibit them. That can be tricky, especially when you're trying to grow up and scale, when you're trying to do more than maybe just run 5 or 10 of those a year, when you suddenly want to run a 100 or 500, or even a 1,000, or even more than that. The culture really gets in the way.

There's a number of different elements that I identify, Matt, that are important when you're thinking about an experimentation culture. In fact, I call when you reach the end point, when you really create an experimentation culture, I call this an experimentation organization. Let me give you just quick five examples. The first is what I call cultivate curiosity. If you want to experiment, you need curious people, because they need to ask a lot of questions and they need to come up with a lot of hypotheses, because in order to feed a big experimentation apparatus, if you want to feed the infrastructure, you need a lot of hypotheses to feed it. Unless, you have a curious environment where people see failures not as costly mistakes, but as opportunities for learning, you're not going to get there.

The second thing I think that's really important is to create an environment where data trumps opinions most of the time. This is really difficult, because we often are driven by opinions, sometimes the boss's opinions. That's not going to work in an environment like this. Human nature is a big obstacle here.

We tend to happily accept what we call good results, the kinds of results that seem to go with our intuition, or that confirm our biases. When we see something that we consider to be bad that goes against our assumptions, we will then thoroughly investigate those things and even challenge them. You need to create an environment where in fact, where the data is essentially king. That doesn't mean by the way that every decision has to be made exactly according to what the experiment says. There are other reasons why you may not want to do it. On average and most of the times, the data has to trump opinions.

The third one is what I call you have to democratize experiments. That means you have to empower people to run experiments without getting permission every single time, because if they have to get permission every single time, you're not going to get scale. That requires again, an environment that's totally transparent, where people can also stop any experiment that they want, but it's completely democratized.

The fourth one is ethics. When you run experiments, you've got to be ethically sensitive. Sometimes it's very difficult to answer that question, to figure out what is actually unethical and what is ethical. Sometimes it's actually quite clear cut. If you're running unethical experiments, I can tell you, it's not going to be good for business in the long run and there many examples out there when companies ran experiments that maybe they didn't consider them to be unethical, but where users were not really happy about them and that really backfired.

Then finally a fifth one and there's more out there, but I just want to give you five examples is you have to embrace a different leadership model. That is the role that leaders have to play in an experimented culture is actually quite different than what they traditionally do. If in fact it turns out that a lot of decisions are adjudicated by experiments, you have to ask yourself what in fact is the role of a senior leader in an environment like this?

[0:33:00.6] MB: I'd be curious to dig into that a little bit more. What are the changes in the leadership model that are necessitated by a focus on experimentation, a focus on more data and a focus on using some of these methodologies?

[0:33:15.6] ST: Well, I think first of all, leaders have to acknowledge that maybe sometimes they're part of the problem, broad interest being only part of the solution. There's a word for those leaders out there in the community. It's called a HPO, a highest paid person's opinion. I think we all know that hippos are very dangerous animals. Sometimes when the hippo is out there, when they're circulating in an organization, it's very difficult for employees to challenge these HPOs.

What is in fact then the role of these senior leaders? Well, I've defined three roles, three important roles in these kinds of environments. Of course, there are still some decisions, like what’s the strategic direction and what acquisitions to make? These are the kinds of things that may not be testable anyway. When it's testable, three things again, which I think are really important. First of all, the leader has to send a grand challenge that can be broken into testable hypotheses.

Why is that important? Well, if you have an environment where there's a lot of people who are just experimenting running lots of experiments, you want to make sure that the experiments are aiming at a certain direction, rather than just doing things willy-nilly. There has to be an overall program that these experiments push forward. That's what I call the grand challenge. What is the grand challenge here that we're aiming towards? Then once you have a grand challenge, obviously you may not be able to test that grand challenge. For example, it could be create the best online user experience in the industry. You got to then break that down into lots of small hypotheses that all aim towards that goal.

The second one and that one is really important as well, is senior leaders have to put in place the systems and the resources to make it possible. You can't expect organizations to suddenly do a lot of experiments if the resources and the systems are not in place. It's things like what I talked about before, infrastructure tools and so on. Then they also need to think about what the right organizational design is. How do I – if people are starting to experiment, which groups start out? Where's the expertise in my organization? How do I roll it out? What are the decision rights and so on and so on?

Then the third role which I think is just as important is to be a role model. Now what does it mean to be a role model? It means that the leaders have to live by the same rules as everyone else. It also means that their own ideas have to be subjected to these kinds of tests. That's very difficult. One CEO told me that this is hard for most CEOs. You can't have an ego thinking that you always know best. It involves going into a meeting and telling people, “I just don't know.” Admit that you're wrong, having intellectual humility and so on.

Francis Bacon, the forefather of the scientific method once said and I really love that quote, Matt. “If a man will begin with certainties, he shall end in doubts. But if he will be content to begin with doubts, he shall end in certainties.” You have to have that. That's the challenge. I think a lot of the leaders have to look in the mirror and really ask themselves whether their approach is really the right approach in this world that we're currently operating in.

There's a fun story at booking.com, where a new CEO came in and the team had some discussion around what the best logo design is. The CEO then basically said, “I decided this is the logo that we're going to go with.” People then looked at him and asked, “Well, that's an interesting suggestion. We'll run the test and we'll let you know what happens.” You need that healthy culture, where even the senior leaders can be challenged.

[0:37:20.4] MB: Yeah, that's such a great point. Oftentimes, one of my favorite Peter Drucker quotes is that the bottleneck is always at the top of the bottle. In the same vein, it's so easy for leadership to sometimes get in their own way around looking at the data, or putting their own opinions aside, etc.

[0:37:39.3] ST: Sometimes, Matt, even the leaders have the best intentions. There's a great story, another story. Ron Johnson. I don't know if you're familiar with that story. Ron Johnson was together with Steve Jobs. They created the Apple Store. It's really fascinating, because the Apple store is by any measure, perhaps the most successful retail concept that I think was created maybe in the last decade and enormously successful.

JCPenney, another big retailer in the US decides – they're looking at Apple and they're seeing all these amazing things happening and they decide, “Why don't we hire Ron Johnson as the CEO and with a mandate to do the sorts of magical things that he did for Apple.” At the time, I think Ron was a retail God, I mean, by any measure.

He gets hired as a CEO with a big incentive package. He comes to JCPenney and starts to implement a new bold plan. He does the kinds of things that he did at Apple, such as eliminating coupons. He has branded boutiques and new technology and all sorts of things. 17 months later, JCPenney is fighting for survival. Sales have plunged. Losses are soaring. Johnson loses his job and he's out and they're bringing the old CEO back in with a mandate to restore all the things that they did before Johnson arrived. The question is what actually went wrong? I mean, they had lots of data and so forth.

If you can listen to the folks there and the people on the board and others, they will tell you. They said, “Part of the problem is that we didn't run the test. We didn't run the experiments.” That probably could have told you. We don't know it's a counterfactual. We don't know whatever. They probably could have at least given you an indication that somebody's changes are not going to work for the kinds of customers that go to a JCPenney.

Even Ron Johnson later on reflected on this. He said that nothing rightfully, so he doesn't consider himself to be an arrogant person. He actually comes across as quite modest. He referred to this as situational arrogance. It's not that you're generally arrogant and you get so confident in your results, because you're so successful that you become situationally arrogant. The kinds of context that he was in just didn't transfer into the context that JCPenney had.

You have to again, even as a senior leader, even when you're really successful, you always got to look in the mirror and saying, “Is what I'm doing really true?” Even run the test. We've seen it at Snap Inc. it happened and many other companies, where people – where senior leaders got a little bit ahead of themselves. They didn't do enough testing and they paid the price.

[0:40:42.9] MB: Such a great insight. I want to bring back one other topic that we touched on earlier and just get your sense around this. Is there a certain organizational scale that this starts to kick in at? Or asking this in a different way; I can see this totally makes sense at a Fortune 500, a big company, huge budget. You could have a whole department that's doing this. For somebody who's in a small business, or a startup, or there's a sense of resource scarcity, how do you think about implementing this experimentation mindset and methodology at a smaller scale, at an organization that may not have the budget, or the opportunity to pursue it at that big of a level?

[0:41:26.4] ST: Yes. Even smaller companies that don't have the budgets or the resources can in fact adopt the same kinds of approaches. In fact, I think in these kinds of environments, it may be even more valuable. By the way, research by one of my colleagues has actually shown that they do actually adopt a lot of the tools in one space for sure, I called AB testing. It's one experiment and there are lots of tools out there. They adopt those tools. It actually helps them, because the tools end up being less expensive than heavily investing in market research, which they often don't have the resources for either. Rather than doing a lot of market research and trying to figure out what works and what doesn't work for more qualitative methods, they all just test it. That's one issue.

The other issue that often comes up, Matt, is the issue of sample size. Yes, maybe we're startup, maybe we have very small sample sizes, or even in a brick-and-mortar environment. We're not like a Booking that has 500 to 700 million visitors a month. We may have a much, much smaller number of visitors to our website. Or if we are a brick-and-mortar environment, we may only have maybe a few stores or so on which can try to experiment in. It turns out that even in small sample environment, you can run experiments.

There are actually again, analytical techniques that are available that allow you to get meaningful results from small sample environments, which are some of these methods are again, described in the book.

There's another thing also, which is important too. That is turns out that when you make bigger changes, you end up needing smaller sample sizes. It has to do with the power of statistical concept. If you make very small changes, then of course, you need larger sample size. The intuition is quite clear, that is you have a lot of noise in the background. Then if you make big changes, you want to basically detect the changes relative to the noise. It just takes the bigger the changes, the easier is this to detect it, so you can get away with smaller sample sizes.

I encourage small organizations that perhaps have much less traffic, or even in brick-and-mortar environment, encourage them to make bigger changes. It's also the question, what do you use experiments for? There are different kinds of experiments that you can run. You can certainly run optimization experiments. This is the kinds of experiments they say an Amazon will run on their websites to make sure that everything is optimized and that's what everybody essentially. All the big players essentially do.

You can also run exploration type of experiments, where maybe you're just exploring direction. Now, that's not going to give you causality, because you may be changing too many variables at the same time to give you a meaningful sense for causality about one individual variable. It may give you just a sense of direction, which then can be followed up by smaller experiments, more isolated experiments that then can teach you again about causality.

You're mixing. You're going back and forth. You could maybe toggle between your more exploration type of experiments and then more optimization experiments. There are lots of different ways of doing this. Again, I tried to outline all these different ways in the book.

[0:45:02.9] MB: For listeners who want to concretely implement this in their lives in some way, what would be one action step that you would give them to start implementing more experimentation in their lives or their business?

[0:45:17.0] ST: Well, I think beginning, you need to first acknowledge. You need to be aware that experimentation matters I always tell people experimentation is the engine of innovation. If you want to innovate, you need to experiment.

Now most people would say and in fact all people would say, “That's a good thing. I understand that I need to experiment more.” Then the question is what's the next step? The next step is you need to adopt some rigorous framework. You have to build some discipline around it, rather than thinking about experiments, “Okay, we're just trying something.” I think that's an important starting point. Be committed to building an organizational capability around it.

It also means that you can't do it alone. You need people around you. Then once you start and once you have some framework in place, it doesn't have to be the ideal experiment, but it needs to have some elements of what a good experiment is. Once you have that in place, you can start thinking about designing experiments. What would be involved, for example?

Well, the ability to write down a good hypothesis. We know. We use the word hypothesis all the time. Trying to understand some of what a good hypothesis is and what a bad hypothesis is, maybe train people, giving them templates of what it is. That's just an example of what I mean by a framework. Then once you have that in place, you just got to get going on, and so you get better at it and start overtime, then scaling it.

People sometimes get a little nervous when they hear, “Oh, okay. The companies are running a thousand experiments, even tens of thousands of experiments a year.” You have to always remember that all these companies started small. They all started with a handful of experiments. Then over time, they just got better and better and they gradually increased scale.

I think that would be my recommendation. Just get going on it. Don't think too much about it. Experimentation is going to be part of the competitive game going forward, whether you're in digital, moving into digital, or not digital. In fact, some CEOs told me that are doing this at large scale, unless you do this, you're going to be dead. I mean, that's a pretty big endorsement. That's my advice. Get going on it.

[0:47:34.0] MB: Where can listeners find you and the book and your work online?

[0:47:38.4] ST: The book is of course, available in all bookstores, online and also physical bookstores. It's out there, all the usual ones; Amazon and Barnes & Noble, independent bookstores and so forth. If they want to learn more about what I do, you can find me online. I'm at Harvard Business School. I'm not going anywhere. I'm here. I've been here for almost 25 years now. You would find me on www.thomke.com and that will take you directly to Harvard Business School, my website. You can also go directly to Harvard Business School and search me.

If you want to contact me, you can send me a link. In the request, just tell me where you heard me, so I can make the connection. If you've got a question, send me an e-mail. It's very simple as well. It's just the t@hbs.adu. Lots of different ways to get to me.

[0:48:34.9] MB: Well Stefan, thank you so much for coming on the show, for sharing all this wisdom, great insights into the power of experimentation.

[0:48:43.5] ST: Thanks, Matt. Thanks for having me.

[0:48:45.4] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.

March 12, 2020 /Lace Gilger
Decision Making, Focus & Productivity
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