Are you having trouble with your goals? Are the goals you’ve set producing the side effects you intended?
A Goal Side Effect Is - The unintended results and or accomplishments that are achieved by setting a proper goal. On this episode, we talk about a little know thing we like to call side effects of proper goals. When you have the proper motivation, why you're doing it and the strategy behind your goal, things will happen you never dreamed of or planned for.
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This is an edited, updated version of an essay I wrote in 2008 when this now popular idea was embryonic and ragged. I recently rewrote it to convey the core ideas, minus out-of-date details. This revisited essay appears in Tim Ferriss’ new book, Tools of Titans. I believe the 1,000 True Fans concept will be useful to anyone making things, or making things happen. If you still want to read the much longer original 2008 essay, you can get it after the end of this version. — KK
To be a successful creator you don’t need millions. You don’t need millions of dollars or millions of customers, millions of clients or millions of fans. To make a living as a craftsperson, photographer, musician, designer, author, animator, app maker, entrepreneur, or inventor you need only thousands of true fans.
A true fan is defined as a fan that will buy anything you produce. These diehard fans will drive 200 miles to see you sing; they will buy the hardback and paperback and audible versions of your book; they will purchase your next figurine sight unseen; they will pay for the “best-of” DVD version of your free youtube channel; they will come to your chef’s table once a month. If you have roughly a thousand of true fans like this (also known as super fans), you can make a living — if you are content to make a living but not a fortune.
Here’s how the math works. You need to meet two criteria. First, you have to create enough each year that you can earn, on average, $100 profit from each true fan. That is easier to do in some arts and businesses than others, but it is a good creative challenge in every area because it is always easier and better to give your existing customers more, than it is to find new fans.
Second, you must have a direct relationship with your fans. That is, they must pay you directly. You get to keep all of their support, unlike the small percent of their fees you might get from a music label, publisher, studio, retailer, or other intermediate. If you keep the full $100 of each true fan, then you need only 1,000 of them to earn $100,000 per year. That’s a living for most folks.
A thousand customers is a whole lot more feasible to aim for than a million fans. Millions of paying fans is not a realistic goal to shoot for, especially when you are starting out. But a thousand fans is doable. You might even be able to remember a thousand names. If you added one new true fan per day, it’d only take a few years to gain a thousand.
The number 1,000 is not absolute. Its significance is in its rough order of magnitude — three orders less than a million. The actual number has to be adjusted for each person. If you are able to only earn $50 per year per true fan, then you need 2,000. (Likewise if you can sell $200 per year, you need only 500 true fans.) Or you may need only $75K per year to live on, so you adjust downward. Or if you are a duet, or have a partner, then you need to multiply by 2 to get 2,000 fans. For a team, you need to multiply further. But the good news is that the increase in the size of your true-fan base is geometric and linear in proportion to the size of the team; if you increase the team by 33% you only need to increase your fan base by 33%.
Another way to calculate the support of a true fan, is to aim to get one day’s wages per year from them. Can you excite or please them sufficient to earn one day’s labor? That’s a high bar, but not impossible for 1,000 people world wide.
And of course, not every fan will be super. While the support of a thousand true fans may be sufficient for a living, for every single true fan, you might have two or three regular fans. Think of concentric circles with true fans at the center and a wider circle of regular fans around them. These regular fans may buy your creations occasionally, or may have bought only once. But their ordinary purchases expand your total income. Perhaps they bring in an additional 50%. Still, you want to focus on the super fans because the enthusiasm of true fans can increase the patronage of regular fans. True fans not only are the direct source of your income, but also your chief marketing force for the ordinary fans.
Fans, customers, patrons have been around forever. What’s new here? A couple of things. While direct relationship with customers was the default mode in old times, the benefits of modern retailing meant that most creators in the last century did not have direct contact with consumers. Often even the publishers, studios, labels and manufacturers did not have such crucial information as the name of their customers. For instance, despite being in business for hundreds of years no New York book publisher knew the names of their core and dedicated readers. For previous creators these intermediates (and there was often more than one) meant you need much larger audiences to have a success. With the advent of ubiquitous peer-to-peer communication and payment systems — also known as the web today — everyone has access to excellent tools that allow anyone to sell directly to anyone else in the world. So a creator in Bend, Oregon can sell — and deliver — a song to someone in Katmandu, Nepal as easily as a New York record label (maybe even more easily). This new technology permits creators to maintain relationships, so that the customer can become a fan, and so that the creator keeps the total amount of payment, which reduces the number of fans needed.
This new ability for the creator to retain the full price is revolutionary, but a second technological innovation amplifies that power further. A fundamental virtue of a peer-to-peer network (like the web) is that the most obscure node is only one click away from the most popular node. In other words the most obscure under-selling book, song, or idea, is only one click away from the best selling book, song or idea. Early in the rise of the web the large aggregators of content and products, such as eBay, Amazon, Netflix, etc, noticed that the total sales of *all* the lowest selling obscure items would equal or in some cases exceed the sales of the few best selling items. Chris Anderson (my successor at Wired) named this effect “The Long Tail,” for the visually graphed shape of the sales distribution curve: a low nearly interminable line of items selling only a few copies per year that form a long “tail” for the abrupt vertical beast of a few bestsellers. But the area of the tail was as big as the head. With that insight, the aggregators had great incentive to encourage audiences to click on the obscure items. They invented recommendation engines and other algorithms to channel attention to the rare creations in the long tail. Even web search companies like Google, Bing, Baidu found it in their interests to reward searchers with the obscure because they could sell ads in the long tail as well. The result was that the most obscure became less obscure.
If you lived in any of the 2 million small towns on Earth you might be the only one in your town to crave death metal music, or get turned on by whispering, or want a left-handed fishing reel. Before the web you’d never be able to satisfy that desire. You’d be alone in your fascination. But now satisfaction is only one click away. Whatever your interests as a creator are, your 1,000 true fans are one click from you. As far as I can tell there is nothing — no product, no idea, no desire — without a fan base on the internet. Every thing made, or thought of, can interest at least one person in a million — it’s a low bar. Yet if even only one out of million people were interested, that’s potentially 7,000 people on the planet. That means that any 1-in-a-million appeal can find 1,000 true fans. The trick is to practically find those fans, or more accurately, to have them find you.
Now here’s the thing; the big corporations, the intermediates, the commercial producers, are all under-equipped and ill suited to connect with these thousand true fans. They are institutionally unable to find and deliver niche audiences and consumers. That means the long tail is wide open to you, the creator. You’ll have your one-in-a-million true fans to yourself. And the tools for connecting keep getting better, including the recent innovations in social media. It has never been easier to gather 1,000 true fans around a creator, and never easier to keep them near.
One of the many new innovations serving the true fan creator is crowdfunding. Having your fans finance your next product for them is genius. Win-win all around. There are about 2,000 different crowdfunding platforms worldwide, many of them specializing in specific fields: raising money for science experiments, for bands, or documentaries. Each has its own requirements and a different funding model, in addition to specialized interests. Some platforms require “all or nothing” funding goals, others permit partial funding, some raise money for completed projects, some like Patreon, fund ongoing projects. Patreon supporters might fund a monthly magazine, or a video series, or an artist’s salary. The most famous and largest crowdfunder is Kickstarter, which has raised $2.5 billion for more than 100,000 projects. The average number of supporters for a successful Kickstarter project is 241 funders — far less than a thousand. That means If you have 1,000 true fans you can do a crowdfunding campaign, because by definition a true fan will become a Kickstarter funder. (Although success of your campaign is dependent on what you ask of your fans).
The truth is that cultivating a thousand true fans is time consuming, sometimes nerve racking, and not for everyone. Done well (and why not do it well?) it can become another full-time job. At best it will be a consuming and challenging part-time task that requires ongoing skills. There are many creators who don’t want to deal with fans, and honestly should not. They should just paint, or sew, or make music, and hire someone else to deal with their superfans. If that is you and you add someone to deal with fans, a helper will skew your formula, increasing the number of fans you need, but that might be the best mix. If you go that far, then why not “subcontract” out dealing with fans to the middle people — the labels and studios and publishers and retailers? If they work for you, fine, but remember, in most cases they would be even worse at this than you would.
The mathematics of 1,000 true fans is not a binary choice. You don’t have to go this route to the exclusion of another. Many creators, including myself, will use direct relations with super fans in addition to mainstream intermediaries. I have been published by several big-time New York publishers. I have self-published. And I have used Kickstarter to publish to my true fans. I chose each format depending on the content and my aim. But in every case, cultivating my true fans enriches the route I choose.
The takeaway: 1,000 true fans is an alternative path to success other than stardom. Instead of trying to reach the narrow and unlikely peaks of platinum bestseller hits, blockbusters, and celebrity status, you can aim for direct connection with a thousand true fans. On your way, no matter how many fans you actually succeed in gaining, you’ll be surrounded not by faddish infatuation, but by genuine and true appreciation. It’s a much saner destiny to hope for. And you are much more likely to actually arrive there.
The original 2008 essay follows. It was written before the advent of Kickstarter, Indiegogo and other crowdfunding sites, and includes more the idea’s history. — KK
[Translations: Chinese, French, German, Hebrew, Italian, Japanese, Portuguese, Romanian, Spanish, Danish]
The long tail is famously good news for two classes of people; a few lucky aggregators, such as Amazon and Netflix, and 6 billion consumers. Of those two, I think consumers earn the greater reward from the wealth hidden in infinite niches.
But the long tail is a decidedly mixed blessing for creators. Individual artists, producers, inventors and makers are overlooked in the equation. The long tail does not raise the sales of creators much, but it does add massive competition and endless downward pressure on prices. Unless artists become a large aggregator of other artist’s works, the long tail offers no path out of the quiet doldrums of minuscule sales.
Other than aim for a blockbuster hit, what can an artist do to escape the long tail?
One solution is to find 1,000 True Fans. While some artists have discovered this path without calling it that, I think it is worth trying to formalize. The gist of 1,000 True Fans can be stated simply:
A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author – in other words, anyone producing works of art – needs to acquire only 1,000 True Fans to make a living.
A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.
To raise your sales out of the flatline of the long tail you need to connect with your True Fans directly. Another way to state this is, you need to convert a thousand Lesser Fans into a thousand True Fans.
Assume conservatively that your True Fans will each spend one day’s wages per year in support of what you do. That “one-day-wage” is an average, because of course your truest fans will spend a lot more than that. Let’s peg that per diem each True Fan spends at $100 per year. If you have 1,000 fans that sums up to $100,000 per year, which minus some modest expenses, is a living for most folks.
One thousand is a feasible number. You could count to 1,000. If you added one fan a day, it would take only three years. True Fanship is doable. Pleasing a True Fan is pleasurable, and invigorating. It rewards the artist to remain true, to focus on the unique aspects of their work, the qualities that True Fans appreciate.
The key challenge is that you have to maintain direct contact with your 1,000 True Fans. They are giving you their support directly. Maybe they come to your house concerts, or they are buying your DVDs from your website, or they order your prints from Pictopia. As much as possible you retain the full amount of their support. You also benefit from the direct feedback and love.
The technologies of connection and small-time manufacturing make this circle possible. Blogs and RSS feeds trickle out news, and upcoming appearances or new works. Web sites host galleries of your past work, archives of biographical information, and catalogs of paraphernalia. Diskmakers, Blurb, rapid prototyping shops, Myspace, Facebook, and the entire digital domain all conspire to make duplication and dissemination in small quantities fast, cheap and easy. You don’t need a million fans to justify producing something new. A mere one thousand is sufficient.
This small circle of diehard fans, which can provide you with a living, is surrounded by concentric circles of Lesser Fans. These folks will not purchase everything you do, and may not seek out direct contact, but they will buy much of what you produce. The processes you develop to feed your True Fans will also nurture Lesser Fans. As you acquire new True Fans, you can also add many more Lesser Fans. If you keep going, you may indeed end up with millions of fans and reach a hit. I don’t know of any creator who is not interested in having a million fans.
But the point of this strategy is to say that you don’t need a hit to survive. You don’t need to aim for the short head of best-sellerdom to escape the long tail. There is a place in the middle, that is not very far away from the tail, where you can at least make a living. That mid-way haven is called 1,000 True Fans. It is an alternate destination for an artist to aim for.
Young artists starting out in this digitally mediated world have another path other than stardom, a path made possible by the very technology that creates the long tail. Instead of trying to reach the narrow and unlikely peaks of platinum hits, bestseller blockbusters, and celebrity status, they can aim for direct connection with 1,000 True Fans. It’s a much saner destination to hope for. You make a living instead of a fortune. You are surrounded not by fad and fashionable infatuation, but by True Fans. And you are much more likely to actually arrive there.
A few caveats. This formula – one thousand direct True Fans — is crafted for one person, the solo artist. What happens in a duet, or quartet, or movie crew? Obviously, you’ll need more fans. But the additional fans you’ll need are in direct geometric proportion to the increase of your creative group. In other words, if you increase your group size by 33%, you need add only 33% more fans. This linear growth is in contrast to the exponential growth by which many things in the digital domain inflate. I would not be surprised to find that the value of your True Fans network follows the standard network effects rule, and increases as the square of the number of Fans. As your True Fans connect with each other, they will more readily increase their average spending on your works. So while increasing the numbers of artists involved in creation increases the number of True Fans needed, the increase does not explode, but rises gently and in proportion.
A more important caution: Not every artist is cut out, or willing, to be a nurturer of fans. Many musicians just want to play music, or photographers just want to shoot, or painters paint, and they temperamentally don’t want to deal with fans, especially True Fans. For these creatives, they need a mediator, a manager, a handler, an agent, a galleryist — someone to manage their fans. Nonetheless, they can still aim for the same middle destination of 1,000 True Fans. They are just working in a duet.
Third distinction. Direct fans are best. The number of True Fans needed to make a living indirectly inflates fast, but not infinitely. Take blogging as an example. Because fan support for a blogger routes through advertising clicks (except in the occasional tip-jar), more fans are needed for a blogger to make a living. But while this moves the destination towards the left on the long tail curve, it is still far short of blockbuster territory. Same is true in book publishing. When you have corporations involved in taking the majority of the revenue for your work, then it takes many times more True Fans to support you. To the degree an author cultivates direct contact with his/her fans, the smaller the number needed.
Lastly, the actual number may vary depending on the media. Maybe it is 500 True Fans for a painter and 5,000 True Fans for a videomaker. The numbers must surely vary around the world. But in fact the actual number is not critical, because it cannot be determined except by attempting it. Once you are in that mode, the actual number will become evident. That will be the True Fan number that works for you. My formula may be off by an order of magnitude, but even so, its far less than a million.
I’ve been scouring the literature for any references to the True Fan number. Suck.com co-founder Carl Steadman had theory about microcelebrities. By his count, a microcelebrity was someone famous to 1,500 people. So those fifteen hundred would rave about you. As quoted by Danny O’Brien, “One person in every town in Britain likes your dumb online comic. That’s enough to keep you in beers (or T-shirt sales) all year.”
Others call this microcelebrity support micro-patronage, or distributed patronage.
In 1999 John Kelsey and Bruce Schneier published a model for this in First Monday, an online journal. They called it the Street Performer Protocol.
Using the logic of a street performer, the author goes directly to the readers before the book is published; perhaps even before the book is written. The author bypasses the publisher and makes a public statement on the order of: “When I get $100,000 in donations, I will release the next novel in this series.”
Readers can go to the author’s Web site, see how much money has already been donated, and donate money to the cause of getting his novel out. Note that the author doesn’t care who pays to get the next chapter out; nor does he care how many people read the book that didn’t pay for it. He just cares that his $100,000 pot gets filled. When it does, he publishes the next book. In this case “publish” simply means “make available,” not “bind and distribute through bookstores.” The book is made available, free of charge, to everyone: those who paid for it and those who did not.
In 2004 author Lawrence Watt-Evans used this model to publish his newest novel. He asked his True Fans to collectively pay $100 per month. When he got $100 he posted the next chapter of the novel. The entire book was published online for his True Fans, and then later in paper for all his fans. He is now writing a second novel this way. He gets by on an estimated 200 True Fans because he also publishes in the traditional manner — with advances from a publisher supported by thousands of Lesser Fans. Other authors who use fans to directly support their work are Diane Duane, Sharon Lee and Steve Miller, and Don Sakers. Game designer Greg Stolze employed a similar True Fan model to launch two pre-financed games. Fifty of his True Fans contributed seed money for his development costs.
The genius of the True Fan model is that the fans are able to move an artist away from the edges of the long tail to a degree larger than their numbers indicate. They can do this in three ways: by purchasing more per person, by spending directly so the creator keeps more per sale, and by enabling new models of support.
New models of support include micro-patronage. Another model is pre-financing the startup costs. Digital technology enables this fan support to take many shapes. Fundable is a web-based enterprise which allows anyone to raise a fixed amount of money for a project, while reassuring the backers the project will happen. Fundable withholds the money until the full amount is collected. They return the money if the minimum is not reached.
Here’s an example from Fundable’s site;
Amelia, a twenty-year-old classical soprano singer, pre-sold her first CD before entering a recording studio. “If I get $400 in pre-orders, I will be able to afford the rest [of the studio costs],” she told potential contributors. Fundable’s all-or-nothing model ensured that none of her customers would lose money if she fell short of her goal. Amelia sold over $940 in albums.
A thousand dollars won’t keep even a starving artist alive long, but with serious attention, a dedicated artist can do better with their True Fans. Jill Sobule, a musician who has nurtured a sizable following over many years of touring and recording, is doing well relying on her True Fans. Recently she decided to go to her fans to finance the $75,000 professional recording fees she needed for her next album. She has raised close to $50,000 so far. By directly supporting her via their patronage, the fans gain intimacy with their artist. According to the Associated Press:
Contributors can choose a level of pledges ranging from the $10 “unpolished rock,” which earns them a free digital download of her disc when it’s made, to the $10,000 “weapons-grade plutonium level,” where she promises “you get to come and sing on my CD. Don’t worry if you can’t sing – we can fix that on our end.” For a $5,000 contribution, Sobule said she’ll perform a concert in the donor’s house. The lower levels are more popular, where donors can earn things like an advanced copy of the CD, a mention in the liner notes and a T-shirt identifying them as a “junior executive producer” of the CD.
The usual alternative to making a living based on True Fans is poverty. A study as recently as 1995 showed that the accepted price of being an artist was large. Sociologist Ruth Towse surveyed artists in Britian and determined that on average they earned below poverty subsistence levels.
I am suggesting there is a home for creatives in between poverty and stardom. Somewhere lower than stratospheric bestsellerdom, but higher than the obscurity of the long tail. I don’t know the actual true number, but I think a dedicated artist could cultivate 1,000 True Fans, and by their direct support using new technology, make an honest living. I’d love to hear from anyone who might have settled on such a path.
One artist who partially relies on True Fans responds with a disclosure of his finances:
The Reality of Depending on True Fans
I report the results of my survey of artists supported by True Fans: The Case Against 1000 True Fans
Episode Book Recommendations
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Episode Transcriptions Unedited, Auto-Generated.
Speaker 1: 00:00 Opening Music
Speaker 2: 00:05 Welcome to the social committee and show where our goal is to help you learn, grow, and transform into the person you want to become. On today's episode, we're talking about the side effects of your goals. Yeah. Um, I mean, most people think about the side effects. Don't think about the side effects of anything. You see the commercials where the side effects of the medications can be worse than this hickeys,
Speaker 3: 00:32 right? So you got this long list of stuff is retarded Williams standup or whatever. He's like, I don't need an asthma medication that has a side effect of shortness of breath. Defeats the purpose, right.
Speaker 2: 00:56 That's what we kind of want to talk about. Say what are the, what are the side effects, you know, and you know, what do we mean when we're talking about the side effects of, of goal, what's the goal side effect? Well, we came up with was the unintended results and slash or accomplishments that are achieved by setting a proper goal.
Speaker 3: 01:15 Yeah. No, I'm looking at goals aren't medications. You know what I mean? Nobody really knows the side effects of them for to say, it's not like you're going to go set out a goal and you're going to know what the side effects are off the bat, you know, or like those infomercials. Right. Results may vary.
Speaker 2: 01:37 Exactly. And you know, they're going through this, getting on the subject. It's funny, like I was thinking about, you know, the whole reason we got to this was because we had a difficult conversation.
Speaker 3: 01:52 Oh yeah, that's true. Mean I was talking about, yeah, about goal setting and I was just like, I was like, you know, you gotta think about the side effect and I think I remember you saying like, what do you mean the side effects? What is the side effect of goals? What are you talking about? I was like, well, you know, sometimes a side effect of your goal is like you quit your goal. Like, you know what I mean? If your goal is not set up properly, right. And SSR definition, we made this definition up for the show, but like the unintended result, right? Or accomplishment that are achieved by setting your proper goal. It's like, you know what I mean, if it's not proper, you're gonna quit that goal. You know, I think we talked about this part of the conversation that got brought up is like talking about that person that wants to make a million dollars. You know, it's like nobody needs a million dollars, you know, it's like most people just need maybe $50,000 a year. I don't know. It depends on what the number is and where you live. But
Speaker 2: 02:54 when you say most people anything around or above 100,000, it doesn't matter much after.
Speaker 3: 03:00 Yeah. It doesn't matter after that. So the goal itself is not sustainable,
Speaker 2: 03:06 right? Especially if it's got shallow intentions.
Speaker 3: 03:10 Well, I mean it's just like, it may not be shallow and you still want to dream big.
Speaker 2: 03:15 Oh yeah, absolutely. Yeah. We're definitely not saying that
Speaker 3: 03:18 more people that dream that way when reality sets in and you know, let's just say the goal is to make a 100, I mean a million dollars, you know, after you made 200 k, that usually pretty good about yourself if you. Especially if you've never made that kind of money before, you know, and then from there it's Kinda like this goal of getting to a million dollars, like when you hit two haunted, like it's like, no, I think I'm good at 200 and like, know what I mean. Like that's, that's an unintended side effect, right? You settle a goal.
Speaker 2: 03:53 Yeah. It's like I didn't need, I, you know, I thought of a million was what I needed. But through all this I was happy at 200. Everything was maybe your work life balance was just the way you were looking for and it wasn't a million dollars you needed, but the 200 is what you were looking for.
Speaker 3: 04:08 No, I don't. I don't know. I mean it just Kinda, just kinda out there. It's just like, but most people, you know, I wrote down here, maybe it had the wrong goal, but not necessarily the wrong goal. Just didn't really think it through all the time. Right? Yeah. I think it's fake or materialistic about nature,
Speaker 2: 04:29 egotistical goal or societal society says x. So that's going to be when I set out to do,
Speaker 3: 04:38 uh, yeah, but I mean even then, right? Like society, like there's so many times when people's goals are not based off of them. Yes. Based off of something that's external or something else that's out there. Anything you want to be the best person, like best, best is an opinion, right? So subjective. Yeah. It means nothing. Know what I mean? Like I want to be the worlds, the worlds greatest athlete. Like that's an opinion that there's over 7 billion people in the world. Like that's a lot of people's opinions to be concerned about.
Speaker 2: 05:16 Yeah. Yeah. The striving for something and that can lead to a lot of unfulfillment and lack of satisfaction. You're going to do all these things in trial and stuff and it's like you're constantly chasing the next thing. It's like I'm not successful enough. I'm not satisfied enough. I'm not this enough. And you're constantly chasing that because you don't have a defined expectation.
Speaker 3: 05:37 Right. And that's kind of where it's like, you know, when we talk about the side effect things where you know, let's just talk about professional athletes for half a second. It's like you look at professional athletes, you know, that has these fricken tremendous bodies or whatever. You know what I, their goal wasn't to look great. Like that wasn't a goal. Their goal was to be the person that they can be at whatever sport they're in. I'll get a best basketball player in the world. Guess what that means? Going to the gym, guess what that means? Doing Cardio. Guess what that means like all of these, all of these things that they have to do in order to compete on at that professional level and the side effect, right? It was, we're talking about today. The side effect is that they have this body, right? The side effect is that they make a million dollars a year or more. Right? Right. These are side effects of, of their goals and their dreams is to what they want to be.
Speaker 2: 06:41 So that's the interesting thing. That's why I think it was kind of fun to get on this subject and it was hard to grasp at first.
Speaker 3: 06:48 Yeah, no, like I was like, what do you guys like? You don't know what I'm talking about, but I guess I guess most people don't understand what, what, what we're trying to talk about. I don't know. I'm and I'm trying my best to explain it now and I guess over the past few days we've been talking about you kind of catching on, so I don't know, maybe you can shed light on that or maybe what turned the light on for you or what?
Speaker 2: 07:13 I guess it was about reframing how I thought of the unintended consequences or the unknown unknowns. You know, like I'm like Tim, Tim Ferriss had had this story. Whatever he was saying we need wrote the four hour work week is like, I never could have made a five year or 10 year plan that looked like how my life turned out that I never would have been able to guess I would. I would meet this person. I could have never set this intention to, to hit this thing and to be this thing and to do these things. It's like after I wrote this book, so I was like, I never want to write a book again. And he went on and I run on the right five more books. It's like, you know, and you know, and then he's like, I never would have dreamed of dreamt of having this massively successful podcasts. I never would have thought of this in my entire life. You know, these are all unintended unknown consequences, you know, and not a bad way of setting this as a side effect of setting this goal of I want to make a book that solves this problem that I have and I think others have. And from that, from the whole world of things, from that many of books and amazing, all these things that he had won, he went up getting. Because he had having this very hyper focused. You know,
Speaker 3: 08:27 that's interesting, right? Like in Tim Ferriss's example, he's not saying that from the get go. He was like, well, I'm going to be this famous person. I'm going to make all this money, we're going to have all this influence is very first goal was to just do something simple right by the book. Like I have all these ideas, I'm going to get my thoughts together, I'm going to write a book, and then from there, once that book happened, then things kind of blew up. Right? This was unexpected. This was a side effect, right? Unexpected. Something that he never could have imagined from writing this book. He just had to go get this book out there and then something great happened. Right?
Speaker 2: 09:07 Yeah. The goal of I wanna I wanna make a million but I want to beverly hills home or I want a lambo. Like that wasn't his goal is like I have this experience I want to write about.
Speaker 3: 09:18 Right. And that's, that's Kinda what I was trying to get on as far as the side effect that goes, you know, it's like if people had it in their mind too, you know, I guess if we're talking about goals that involve money, most of the rich and wealthy people in the world, they solve problems. Their original goal is not to make, you know, millions of dollars, right? They want to solve problems. If we look at Jeff Bezos, right? It's like his goal wasn't to make this crazy, multimillion dollar. His goal wasn't to become the number one wealthy person in the world or whatever it is. Right? His goal was to solve a problem.
Speaker 2: 09:54 Right. You know, we started off with selling books online. Yep. Simple, super simple.
Speaker 3: 10:03 Now all of a sudden we have Amazon and now Amazon bought whole foods. Right? It's like it's just. But even just throughout that process is like he solving problems along the way. He's creating a better world for people. Right? Like you don't even have to go to the store anymore. No, you can just order stuff online.
Speaker 2: 10:23 But even even taking that a step further, not only does this system set you up to, to financially when on a good quality, inexpensive product, you don't even have to think about, I have things that just show up at my house every month.
Speaker 3: 10:37 Right. I mean, it's like you have. I mean, you know, hopefully some, some days you may take more dumps than others depending on what illnesses you have. Right. Um, you know, but on, in general, right, like, you know. Ah, okay. It's been about 30 days. I might need to buy a new toilet paper.
Speaker 2: 10:55 Yes. I have a huge industrial box that'll be really shows up at my house every 30 days. Don't just knock on my door here you're talking to for sure. Sounds good. Thanks.
Speaker 3: 11:06 Well, you know what I mean and that, that that's kind of the thing is like his ideas or to solve problems right on all of this side effects, right? Is that he gets the fame, he gets the money, he gets all of this stuff. It's like that wasn't his original intent was never to get. I mean, I don't know. I'm not the guy, but from, from what I, from what I understand of all, most successful people, like they work hard, work hard to solve problems that most people can't solve.
Speaker 2: 11:36 Yeah. And that was. I mean I've seen that shift in my life too. And I changed. My thing was, well, how am I going to get a million bucks and what can I do to get that? Like that was the thing I used to think about like what, what, what can I do to get a million bucks? That was, you know, my, my goal and the side effect of that was throwing every dumb thing in the world that never panned out because I never wanted to give it any effort because I didn't want to do it because the goal was wrong. Intent was wrong versus when I shifted to let's do these, this thing I really want to do and you know, helping people and solving problems with. When I started doing that, then the success was easy. The things that we came, it was easy to do. It's easy to. When obstacles came up or when things came up, when adversity came up, it was easy to stick through it and deal with it. It was like, oh, I want to be here and that these things are not. You know what I'm after? So it doesn't matter because I have a singular focus mission going down this path towards these things,
Speaker 3: 12:35 right? I mean it just, it just kinda like going on the whole destination fever thing, you know, it's like I watched a youtube video, I forget it, man. I think I wish I would have bookmarked out or something, but like it was just this guy and he was just like drawing stuff. Like, you know, this is a private person and he gets a lot. He gets a wife, they got a family and they get a house car, blah blah blah blah, whatever, you know. And then they get the job of their dreams and Blah Blah Blah and blah blah blah. And then like finally they reached their destination is like, well, what this guy is, you know? And it just keeps writing like I like those stories were like right on the board is they know, it's like what this person did realize was by the time he arrived at the destination, like he was old already.
Speaker 3: 13:17 And all of that he really had was his journey on how he got there. I was like, Dang. Like that's just, that's crazy, you know, so that's just a, that's just another story is to like remind us like it's not about the destination, it's about the journey. It is not to say all the steps that you took to get there. That's the process. Unfortunately, if you have this destination feed and they're going through hell just to get to your destination, when you get to your destination, that's all you're going to have his hell. And that's
Speaker 2: 13:54 at some point even even a lot of times what happens is when you get there like this is what I was doing. Like okay, no there's something I got to next thing and you're not even enjoying anything and enjoying life and enjoying the process, the growth, all these things that come along with doing those things.
Speaker 3: 14:10 Yeah. And that's. And that's part of it is like you have to enjoy the journey. You know, like most people set the destination without even thinking about the journey, right? Patient without, without knowing the side effects. Right? And then all of a sudden these side effects come along and most of the time you don't like these side effects. No. And I think that's Kinda what this show is about and how I want to try to flip the script and say hey, it's not about the destination, it's not about the end goal, it's about the journey and what you're going to go through. And the best and quickest way to get there is to do something for you with that you're going to have this side effect, right, of wealth, you're going to have this side effect of losing weight, have a side effect of being happy and that is far more important than any million dollars that you could ever gain or you know, or any weight loss program that you're going through that sucks. Like
Speaker 2: 15:17 fame or whatever. I mean, there's plenty of multimillionaires that are sad, lonely, depressed people.
Speaker 3: 15:23 Yeah. That is unfortunate.
Speaker 2: 15:28 And that's what you're talking about too. Like, um, we were talking about weight loss and like instead of your goal maybe being I want to, I want to lose weight, like about maybe the school, play some basketball instead, like you're not like playing basketball instead of just focusing on losing weight and getting obsessed with this thing. Like maybe if I get squat and I played some soccer on the weekend or you know, pick a basketball or maybe just go on,
Speaker 3: 15:53 whatever, you know, you live in Hawaii, like Cisco hiking on the weekends. Go hike.
Speaker 2: 16:00 Yeah, school body surf or something.
Speaker 3: 16:03 No, like the oldest. To me those are more realistic goals. Right. And the side effect is that you are going to lose weight because you're becoming more active.
Speaker 2: 16:14 Yeah. You'll probably make some friends meet your dopamine is going to get up and all these things are gonna happen. You're not even gonna even think about.
Speaker 3: 16:21 Yeah. And that, that's why I think sometimes people just have this, these bs goals, right. Stands for their belief system. But anyway, you know, it's just like the goal of like, you know, I'm going to lose weight. Like what does that mean? How does that, how does that even pan out and I think we even had the other conversation to have all people that want to make an extra. They'll make an extra buck or anything like, you know, don't make your goal to make an extra hundred bucks a month and use the talent. Right? Like if you're an artist, you know what I mean? Like make your goal to go to the park every weekend and draw, right? No. The first time you go, you're not going to make money, but you're going to have pictures that you draw or paint or whatever you use your skill set. By the second or third time you go to the park, you're going to have these pictures. Just put them up. Just put $5, $2, $1, whatever. And you know, while you're there, just keep drawing. And eventually over time people are gonna. Be like, Hey, that guy in the park, he's there every weekend. Oh look, he's got a good picture today. All five bucks, no problem. And like all of a sudden you have this additional source of income now because we're doing something that you love,
Speaker 2: 17:36 right? You're having fun, you're out there, you're outside, you're meeting people, you're doing something you like. And then I say, you know, you're like, oh, there's 100 bucks I needed it. But man, nevermind that I've been having such a good time.
Speaker 3: 17:47 Yeah. And that's just it, right? Like you're enjoying the journey is not just about making 100 bucks because like, because that could easily. You could easily make that the most miserable thing you've ever done. Man. I just wanted me to an extra hundred bucks and I've created this mound of stress and anxiety and I haven't even got anything started yet because I can't get out of my own head. And Yeah. Versus you know, just getting out there and doing this and you're teaching yourself, you know, this perseverance, you're becoming resilient and you're finding things out about yourself that you didn't know. You didn't know me. Those are the things. That's what makes a great. You know, when you start to do these things, you're out there helping people. You're providing something, a service or goods to the world than enhances other people's lives, like that's way more than 100 bucks or a thousand or whatever it is you're trying to do and eventually if you keep doing those things right, you will have consequences.
Speaker 3: 18:38 You will have side effects that are going to be positive, right? You're going to get that extra moment or you will eventually start losing some weight. Yeah. Maybe you started teaching an art class and instead of helping the kids are maybe, you know, and especially in that, it's like, yeah, not only people to come by or picture, but it's like now you've got some kid who wants to do it. You start teaching them like, Hey, I here, I'll teach you how to draw. Here's a tree, you know, let me show you the strokes or whatever. When I was a kid, I used to love watching that guy, that guy with the Bob Ross or whatever. I don't know what his name is due, but that guy is just like, you know what I mean? He's just like whipping out his little exacto knife or whatever was, oh look, we got leaves now.
Speaker 3: 19:18 It's like mountains, like crazy that you still love watching that guy, you know, but it was after that was effortless and he enjoyed it and he was out there teaching and stuff and doing these things and that's good man. I completely forgot about that guy is so cool, dude. Yeah, Bob Ross is on Netflix now. He's got his titus likes watching it til he enjoys. It's stood us at the same magic all these years later just watching like he's done. You're like, oh my God, it's a lake and trees. And where did that come from? How did you do? You know, but just like that though, you know, those, those things are just like in Bob Ross paintings, how things just kind of start from something that doesn't seem like much. And then from here you just make little tweaks, little tweaks here and there and you know, at the end of that becomes like this beautiful, magnificent, neat. And I don't, I just, I just see so many. So many people sometimes say he want to, you want to get out there, you want to do things, you know, you want to make money or lose weight. And I'm like, does he think you're going about it the wrong way? Like we're talking about, I was earlier last night or whatever. This shallow goals, you know, they have no, they have no substance, they have no meaning and they have no worth is because you know, a lot of times,
Speaker 2: 20:48 you know, you're like, well, if I want this level of social, you know, acceptance or hierarchy and if I want to pump myself up and lobster run, I've got to do these things. That must be what everybody likes to fancy cars and the hot girls are hot guys or whatever it is. All these things. You start chasing you, you're like, what do you. I don't even know what I'm doing anymore. I just, I think to this reason or ideal why I'm doing these things like I was writing, we were assured you that I carry wii video. Can we just like stopped taking all of our money out on the bank and put it on the bed and take care of it or renting some airbnb for guys getting together, like get a private jet and like posting it up on instagram, pretending like this is a life that we actually live was like, stop doing that.
Speaker 2: 21:38 Like, you know, it's just, it's just number one, it's, it's toxic. And number two is this, you know, I'm sorry, I'm just going off about Gary v and any like go off what Ryan holiday, but you know, he's like that just kind of like what goes on about things. It's like that's the type of environment that you create. Those are the types of people that you attract. You attract people who are way too fast that's not realistic about anything and it's like that in my mind is to failure as these vanity metrics that are ego driven, that has zero meaning zero worth. Like, that's great. You've got, you've got an extra Rolls Royce and a private jet. What the fuck does that have to do it? Anything? Nothing. You know, like a lot of times it's nothing you got, oh you got great. Yeah, that's a followers.
Speaker 2: 22:28 Yeah. You make bank on your whatever, you know, promoted posts and it's not another. But what is that doing for your father? What does that do for the people that are looking to you for guidance or advice or whatever, you know, they're just getting more wrapped up in these vanity metrics and these things that don't mean nothing. No, I wouldn't say they mean nothing, but I think that society has put value on things that, that they not necessarily should have as much value as they do today. Right. And, and, and that's a, the circle I run around. That's what I think, you know, you know, I think those things are. And I guess we come from the old school, right? It's like in the old school, like you see that guy driving a bmw or Mercedes that he earned that money to buy that, give those out for free back in the day.
Speaker 2: 23:16 No, there was no American Express black card. You can just like walk up and whatever. It's like the things I used to that like, well what are you, what do you do to get that? Like what? What did, what did you do to get there? Like how do you, what do you do to earn money to get that? That's the questions I used to ask. Like what are you into? Like how does, what does your life look like that you have these things? Like, you know what, what steps? I kind of did the same thing I guess because I worked at the bank and like I just, I saw this guy just like depositing fat checks
Speaker 3: 23:46 like every other week and he's like, Hey, I'm just calling to see if my check cleared. I'm like, Oh yeah, I want you to check for. He's like, Oh you know, 30,000, $30,000. All right. I was like, Oh yeah, I cleared man. It's all good, right? Because at the bank, like when you make large deposits like that, like they put a hold on me $500 immediately and then like they'll give you a thousand dollars the next day and then they got away five or seven days for the rest of the 20 grand or whatever, how much it is and like this guy would just call up often enough like, hey, I'm just calling to see if this check cleared. I was like, another line because like, I swear I just talked to you last week. He was like, yeah, this one's 15 or whatever. I was like, Oh yeah, that I'm clear too.
Speaker 3: 24:26 I was like, hey man, if you don't mind, like what do, what do you do? You don't like it. I'm just going to, you know. But that's just part of their right. Like that's just me. I was a kid being young, I call this guy's making money. It must be doing. I'm in a real estate and all that. And I'm like, oh, okay. And like that's Kinda like lead me a little bit. So they get out there and do real estate. But my story is part of me is like that's what I originally got into real estate for was the money for me. I think that's Kinda why I just didn't like it as much. Like I went there for the wrong reasons. I've bumped there. Right. I had this goal that I was going to do real estate to make money and find out like it's not easy money. Like it's not just I'm going to call the bank every other week to see if my $30,000 check is going to clear. Like that guy was probably did a lot of work. I mean was it, I wasn't cashing checks like he was my first year. Not even my, not even my fifth year was like that. Like it took me awhile before I hung up and running.
Speaker 2: 25:33 Right. Yeah. I did took quite a while. But that's it. In your case, maybe not so much that you, when it got hard, you didn't give up. But you know that I've had that experience. So many things. It's like, Oh, you see that quick money or like you know what? I think this time I could make that quick cash and then you fought on that slippery slope and next thing you know you're like, what the fuck am I doing? So that's the thing I got. I learned like now when I, when I have an idea for something, I'm like okay this is great and I can wait. What's my motivation? My motivation is money or something like some vanity metrics. I'm like, nope, not doing it because there's nothing here. There's no substance here.
Speaker 3: 26:13 Yeah. And then even that reminds me of something too. I was listening to Tai Lopez the other day and he's, he has this thing called like the slot machine, a theories or whatever it is. And he's like, he's like, you know, when you go to Vegas or whatever you see the machine, it's like if you know that machine a hits one out of 10 times, right. And then you know, that machine be hit, it's one out of 20 times is like you should be going into one out of 10 machine. Right. You know, but just because the one in 20 hits one out of 20 times, like there's times when you're pulling the one that's one out of 10. He is like, man, I only win one out of 10 times. Right, right. But then you're like looking at the machine next to you, even though you know it winds only one out of 20, but you're like maybe this pool is going to be the one and this will be 20 when you like go over there and you like, hey, like you don't win.
Speaker 3: 27:07 And it's like, you know, it's like giving, doing, and then you're like, yeah, I'm good. I got to touch. Yeah. And it's just like, you know, you're, you're gonna go hit this 10 again. And you're like, now you know what, let's go hit this 20 again. They're like, what? The odds are that one our twenties or losing machine. Right. You know what I mean? And that goes to, you know, he went on further to say like, just look at the people in your life. I look at, look at the situations in your life and say, well, this guy seems like a good friend, like every now and then like he comes through, you know what I mean? But it's like, should you really be invested in person like that or like this job like seems okay. Like it's like, yeah, it's one out of money.
Speaker 3: 27:49 Like it's. I mean it's all right, but if this and if that. It's like you have all these gifts, you have all these what ifs and it's like stick to the game time. One out of 10 is your best bet, right? That's your best bet. You look at all these other things and it's like maybe this, maybe that. Or sometimes it does this, you gotta I think you might need to reconsider that. You know, you got to look at something in which the side effect is going to be something to your advantage. Not something that may happen in the distant future, but it was like a pipe dream. Things, things that are out of your control and there's so many unknown variables and there's always obstacles and there's always struggles. And if you're not ending for the very reasons you're just not gonna, stick through it.
Speaker 3: 28:39 And that's Kinda what you know today show was a ball. It's like you will, not you. But for me personally, I try to pick and do things that are more about me and I get it. I understand it takes a lot of self knowledge and self awareness that, you know, if you're enough, if you're not even in the first quarter, the first quarter of life, you may not have that, you know, but as you're going through the process, right? And you're doing these goals that are out there that aren't fulfilling, you like be aware of that. Yeah, no, you got to be aware that you got to take notice like, oh well I've tried this and it didn't work. Then I tried this and it didn't work. Don't give up on life. They go through the rubbish. You know, we had to go through the rubbish and say, okay, I just didn't work. Why didn't it work? You know? Is it like Tyson said, like you were chasing something, you know, or was there something in there that you actually did like and, and the timing of it just wasn't right mean you kinda gotta go through the rubble. I don't know if you remember about rich dad too, right? Like Robert Kiyosaki football, his wallet business, right? It's just like you look at that wallet business and like it just became a success overnight and then you, he messed it up, right?
Speaker 2: 29:58 He took the easy road and he's like, I don't need a patent and stuff. I'm just going to do my thing and make my money is already getting knocked off. And then he wasn't financially literate and then his accountant ripping them off. Next thing you know, you invented nylon, velcro wallets, they hit and then now you're poor because you went in for the easy road.
Speaker 3: 30:22 Yeah. And in that story though, he talks about that, like those are the lessons that he learned now he went back through it all. As painful as that was, you know. And he saw what he did wrong
Speaker 2: 30:38 and that was, that's my favorite part about the story. He, he, he said, he's like, I could've sat there and said it was his fault and that person's and in the industry and this guy copied me and the accountant stole from me. I could have blamed everybody, but I did it. I needed to be aware that these guys were stealing and this was being happening and I didn't take the proper steps. And that's the difference between him having that success and in failure for us, his life versus here's my success, here's my failure, here's my learning, here's my growth, here is everything else.
Speaker 3: 31:09 Right? And so, you know, the second time when he went out to build rich dad, right? He built the rich dad company like he did that the right way.
Speaker 2: 31:17 The first thing he did was with God and get those trademarks and patents and everything he needed to do before anything else that I know already become the market wrong, I'm going to lose
Speaker 3: 31:26 right. And this time, it wasn't just a Bob, a quick money scheme, either built rich dad, like as a company to educate people and you know what I mean? The goal wasn't to make a million dollars. The goal was difficult this time to share his experience and his knowledge. The goal was to teach people about his rich dad and his poor dad so that he could affect people, right? He created a game so that people could learn how to be financially smart. And I mean, and then what made him successful? You know, and again, this is like, you gotta look at the side effect of things, whether they're good or bad, if they're bad side effects and go through the rubbish you learn. Right? So what happened? Why did this not work? You know? And um, you know, and that's just part of the process. And I don't know if you're young out there. And again, because I work with a lot of young people, it's like, you know, don't, don't take it to heart. Don't, you know, after the first three failures, like you got to keep going.
Speaker 2: 32:32 Nine out of 10 businesses fail, you just need one,
Speaker 3: 32:36 you know, and it sucks though because like I, you know, have friends who were young and now my son's getting out there going into high school. It's like I gotTa Watch those mistakes, you know, as an older person, I want to immediately instill all the knowledge that I have into this person so that they don't make the same mistakes I did, you know. But I know that that's not gonna work.
Speaker 2: 33:02 No, I think the greater lesson is letting the failure happen and be like, okay, let's, let's post gain this. What's up? What happened was the last name.
Speaker 3: 33:12 I mean, and hopefully. Yeah, I mean I would definitely be there for my son. But uh, hopefully for those of you out there, you have somebody that can help you go through the wreckage, you know? Uh, but I just, I see people who are in so much pain, like they can't even go through the wreckage.
Speaker 2: 33:28 No, but there is people out there. We're here. The facebook group is here to discuss. Your group is here. Like there's, there's, there's lots of groups and things. And the Internet is full of things. If you look for the right things, don't use those excuses because they're not next to you or near you. You know what I mean? We're, we're not, we're not, we're thousands of miles apart. I still ain't no, ain't no big thing to jump up on a call, jump on a text like, hey, this is, I'm going through this thing. I got this, I got this. What's up? Help me out. What was walked through this. So easy.
Speaker 3: 34:01 No, this is. Say this show is about awareness and bringing awareness to all these things. And I know this is Kinda like a new thing, right? Like side effects or side effect. Like Whoa, what is this? But realistically, you know, you've got to look inward and you know, notice patterns in life that it will just going to set you up to win. Yeah, I know this is a hard concept for. Well, I guess for me it was a hard concept to explain to Tyson to kind of get an understanding I was talking about
Speaker 2: 34:34 you've got to be around people that we can. You can have those difficult conversations with because from that comes, something comes, greatness comes a greater understanding, a new perspective, whatever it be, but you've got to be brave and willing to have those conversations to be offended, to not understand and work through that. So what the fuck are you talking about? No, or that's stupid. Explain this to me because that doesn't make no sense to me, but you've got to. You've got to have that within you to say, say those things or be the person that says, okay man, I'm sorry. Let's, let's walk through this. Let me step back. What don't you understand? How can we help? Let me, let me bring you to the way I'm thinking maybe then the conversation, you're still like, you know what? I hear you. I heard you said that ain't my thing, or I don't know.
Speaker 2: 35:23 I still, I don't want to subscribe to it or whatever it be, but you've got to be willing to have those honest conversations and, and, and listen. And a lot of times when you hear something that you don't agree with or you know, something that contradicts what you hear in your, you know, your, your group of people you know, and then you shut down, you've got to say, well, okay, I'm shutting down right now. Like, what's, what, something's bothering me that I don't agree with me. Let me try to open back up a little and hear what's happening so you can try and maybe change your mind or maybe soften up a little on the edges or whatever it is. You know. Got To have that.
Speaker 3: 35:59 Bringing that back around. That topic is like, if you don't look inward and you don't know what drives you as a person, it's, it's gonna be hard for you to create a goal that has a side effect that you have your desired intent, right? Like we talked about in this. It's like you know, you, if you want to lose weight, don't, don't make that your goal. Make your goal be active. Do stuff too. You like. You got to know what that is.
Speaker 2: 36:23 Yeah. Or to be healthier, live longer for your children or something that's got some grit to it.
Speaker 3: 36:29 Yeah, and same thing with you want to make extra money on the side like you gotTa, you know, I wouldn't recommend that being your goal. I'd recommend get out there and use the talents that you have and you got to figure out what those are. I apologize. Has said it's gonna. It's gonna. Take some. That's gonna take some time and it's gonna. It's gonna. Take something. But to me, I think even if you don't know your strengths are what you're good at. Like you gotta get out there and figure that out. Take some time, invest in you.
Speaker 2: 37:02 No, no, no. You've got to start. Okay. I don't know what the hell I'm good at doing things.
Speaker 3: 37:08 Who knows? You might find something that you're good at the you never. That you never knew. Those unknown unknowns. You, you got to get out there and try things for the most part and that's Kinda what it is. So
Speaker 2: 37:26 and with that, you know, I'd like you to try entering the wind this month's giveaway.
Speaker 3: 37:35 Well, I mean definitely if you do the giveaway, this is what audible, right, right.
Speaker 2: 37:41 Here's your chance. You get entered to win and if you, when you win, you're going to get three books as three chances maybe to find something you're good at or improve on, something you're interested in. All the world's knowledge is locked away in books. My friends, it is, get them however you want to consume them. If you like audible books, this could be a way to get three free credits, three free books, enter social chameleon.show/. Pick me, get you some credits.
Speaker 3: 38:18 Sweet. Yeah, I don't think we have any books on this topic because it's not really something that's.
Speaker 2: 38:24 I mean, if you're looking for some books, go, go look at the past books we have. We've got a lot of great books in there, a lot of books on, you know, different things. Um, goal. It's sort of goal setting is the theme here. Um, we'll do an episode a little later on about setting goals, setting proper goals, but for now there's lots of things out there. There's lots of great books out there. Go look through the past books. There's great things there. I do recommend I'm Kevin Kelly. He's got this amazing article called 1000 true for front who, excuse me, 1000 true fans. I will link to that in the episode and it talks about finding your 1000 true fans or less. It depends what you're going after, but instead of going after these large groups of everybody in whatever, if you can focus down to 1000 true fans, I think this will help a lot of people understand kind of this concept of side effects from setting proper goals and having, gaining loyal fans or subscribers, you know, you know, those guys were, you know, aerosmith, those guys been rocking with them for 20 years.
Speaker 2: 39:32 You know, those guys are the guys that keep that band alive and keep that memory going and keep those concerts full. Is having those true dedicated fans, uh, that I, I kinda like that, you know, the whole concept about that, like a thousand true fans that can you think about. I mean thousand is a big number compared to the amount of people in the world, but maybe it's 100, maybe it's 500, whatever. It doesn't have to be a thousand or whatever, whatever that number is. But that's, again, you're being true to something. You are staying focused on something that is geared towards you and whatever this small group of people is, but the side effects of that are going to be the things that you desire, that happiness being around people that are likeminded, just like, you know, um, whatever that is. If so, I, I definitely think that, like you guys, a quick little example here, I had a client was talking to, she's a therapist and she can just get started.
Speaker 2: 40:35 And she was like, no. Well what about everybody else? And I was like, what do we think about this? If you had 100 patients a year, would your life be good? Oh yeah. Have to be real good. So just focus on those 100 people. You read about 17 million people sort of like kind of maybe like into what you're doing or a hundred people that are. So in love with what you're doing and they're so grateful and glad that you're in their life and you're helping them through their thing, it's way more impactful and easy to manage and easy to, um, hone in and be hyperfocused on those hundred people instead of trying to please 17 million. No. Take that as maybe a little bit of a thought. Go read this essay. It's a short 10 minute read 'em. I'll link to it in the show firstname.lastname@example.org and give it a read. And then with that ransom, what's this week's challenge? This challenge is to make
Speaker 3: 41:34 proper goals. Yeah. Stop basing your goals off other people's standards that are unrealistic for you. Yeah, I emphasize the, you make a goal that's based off something that you can do. I don't lower your standards, but rather change your thought process, right? And think about what are the possible side effects of building this new goal. Know your goal should be based on stuff that that's good for you and has an additional side effect or added bonus into your life, right? That bonus being losing weight, that bonus being being happy, that bonus being more money in your life, right? The bonus or the side effect of your goal should be what you want and your goal should actually base off something that you can actually do
Speaker 2: 42:32 and with that dream big set audacious goals. If you're struggling with your goals, start with a low resistance, low resistance task and build up from there. Starting is key. No matter how small or insignificant who and what you become is more important than that dream. The character you will build, the courage you will gain the faith in you and your abilities. Become that person you dream of and the things you dream of will come. Steve, Steve, thank you, and at this episode was a help to you. Please share it with at least two people that you think can learn about side effects of goals you'd like to support the show by investing in yourself and your education and your future, whatever to our patrion page. Check it out. Become a patron of fuel. We burned it in between shows. You can connect with us at the social community and show on facebook, instagram, and twitter. You can also check out us on youtube and your favorite podcast apps. Those of you on the podcast at world you guys can like share, leave a review it really greatly appreciate it, and it would help our show reach more amazing people like you for past episodes and links to everything we've talked about here tonight. You guys can help it to a social chameleon.show, and until next time, keep learning growing and transforming into the person you want to become.